Archive for the ‘One Sheet’ Category

How Color Can Add “Zing” to Your Design and “Ka-Ching” to your Sales

Friday, December 30th, 2011

How Color Can Add “Zing” to Your Design and “Ka-Ching” to your Sales

January  2012

Vibrant colors add an exciting dimension to your marketing materials, but no one has to tell you 4-color graphics cost a lot more to print than black and white or 2-color graphics. How do you determine when it’s cost effective to go the distance and get full color?

In my experience, items such as book covers and video/audio/CD packages need to sell themselves on appearance alone. Often impulse buys, these items merit vibrant colors and attention-grabbing graphics or they fade away on the sellers’ shelves. By a phenomenally higher percentage, buyers are more likely to purchase books with a professionally designed, full-color cover than with an amateur cover that has only one or two colors.

For author Lin McNeil, I designed the second edition of her 7 Keys book cover using fresh graphics and full-color printing. Notice how the full-color cover jumps off the page compared with the original two-color version.

Before

After

When a portrait makes up the central graphic element in your piece, you want it to evoke a warm, personable feeling from the natural flesh tones of a full-color original photo. Add to that a colorful garment and action pose. Together, these color elements draw attention to the photo, which is what you want!

In Diane Sieg’s flyer, notice how her personality comes alive with the use of full color. As a result, the most important graphic element—her colorful fun portrait—becomes the focal point of the page.

Before

After

I recommend cutting back to 2-color graphics for your printed stationery and newsletters. That way, you can save your money for full-color printing on projects that demand more pizzazz—those have to jump off the sellers’ shelves.

Eye-Popping Tip: Printing full-color graphics on a traditional offset press becomes cost-effective in quantities above 1000. In many cases, a quantity of 500 usually costs only $30 less than a 1000. Why? Because the printer’s set-up charges make up most of the initial cost.

Want an alternative to offset printing? Consider opting for digital printing or color copies for quantities below 500. Color copies are priced per page without an initial set-up charge. Do your research and determine where the price break is for the quantity you want to print. That will help you decide which option to choose.

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Karen Saunders is the owner of MacGraphics Services, a unique graphic design firm for today’s entrepreneur. Get your copy of her free audio: Put the Bling Into Your Brand and free eCourse: 5 Deadly Design Mistakes that Could Kill a Sale and How to Avoid Them by visiting http://www.macgraphics.net/FreeStuff.php You can also contact her at 888-796-7300, or Karen@macgraphics.net.

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Posted in Book Covers, Color, One Sheet, Printing | No Comments »

What to Include in Your Book Media Kit?

Friday, July 31st, 2009


August 2009 Issue

What to Include in Your Book Media Kit?

A book media kit can be a paper folder or a page on your website with the essential information and marketing materials about your book. The media kit should provide the media with all the information they need to write a story, or do an audio or video interview with the author.

For a hard copy media kit you can gather the following items and arrange them in a classy folder (a solid color in gloss is good). Paste a color postcard of your book cover on the front of the folder.

For an online media kit, add a page on your website called “For the Media” or “Media Kit” and upload the following items. You can upload pdf files, MS Word files, jpg photos, and mp3 audios and video clips.

Your media kit may include all or some of the following items:

Fact Sheet/Book One-sheet
Book Summary
Book Excerpt
Copies of Published Articles
Book Reviews
Praise and Endorsements
Story Ideas and Backgrounders
Your Biography/Author Information
Your Photo: Black and White and Color
Frequently Asked Questions
Interview Questions and Answers
Interview Topics
Testimonials
Cover Letter
News Angles
Interview Topics
Brochures
Tour Schedule/Calendar of Author Events
Media Clippings
Publisher and Purchasing Information
Press Releases
Success Stories/Case Studies
CD, DVD with Audio and Video Clips
Additional Resources
Color Postcards of the Book Cover

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What if YOU could know more secrets from an award-winning graphic designer that would help you create amazing marketing materials in a few hours, would you want to know how? Find out now at www.BuyAppealMarketing.com

Karen Saunders is the author of Turn Eye Appeal into Buy Appeal: How to easily transform your marketing pieces into dazzling, persuasive sales tools! Hundreds of business owners have used her simple do-it-yourself design system to create stunning marketing materials that really SELL their products and services! To learn about this indispensable book, click here: www.BuyAppealMarketing.com

P.S. See that envelope icon below this posting? If you click on the envelope you can email this posting to a friend.

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Posted in Bio, Book Media Kit, Book Reviews, Endorsements, One Sheet, Published Articles | No Comments »

One-sheet Says It All

Monday, May 28th, 2007


June 2007 Issue
One-sheet Says It All

They’re the workhorses of any marketing program. They hit the streets for you, and they’ve got muscle. Everything you want someone to know about your expertise and services — all in one place. So if you don’t have one . . . you’ve got to get one!

Picture this. You take the time to get involved in various networking groups — or maybe you do some cold calling — or maybe you happen to meet someone who may have a genuine need for a person just like you. So now what? Well, there’s a simple and effective way to share your expertise. And it’s called a one-sheet.

Here are seven questions that a typical decision-maker would ask you in person at a first meeting — so get ready to answer:

• How would you describe your area of expertise?
• Who are your presentations designed for, or what type of people
do you work with?
• If we hire you, what are the benefits for the leaders of the organization? For the participants in the ranks? For organizational progress?
• What have you done that makes you such an expert?
• Which groups have you worked with before?
• What did participants think of you?
• How can we reach you for more information?

Now that you know what questions they will ask, there’s a clever formula to including all of these elements in your one-sheet. You’ll cover all the bases if you include the following points:

• The topics/programs you address
• Who you target audience is
• Benefits (put them right in the headlines)
• Your biography
• A client list
• Testimonials
• Contact information (list it all — phone, fax, email, website)

And don’t forget the secret ingredient — YOU. Even if you have all of these other elements in place, the icing on the cake will be your own personality.

Let me give you an example. My client, Doug Butler, is a speaker whose message is “Cowboy Wisdom”. I’ve built his one-sheet around the western cowboy theme, and it’s now part of his brand. We included lots of cowboy graphics, an action shot of him with a lasso, and a portrait shot of him wearing a cowboy hat with his guitar. His one-sheet reflects his personality, and it’s what participants want from him.

Here’s the front of his one-sheet.

Here’s the back of his one-sheet.

You’ll add credibility if you can include logos to show your affiliation with any industry or professional organizations that will be recognized by your target market. Be sure to include your own logo along with a clever tag line. Doug uses this tag line: “Forge a firm foundation with Doug’s tried-and-true Cowboy Code.”

But these techniques don’t stop with the one-sheet. You can carry them over to all your other marketing materials! With these must-have elements in your one-sheet, you can turn your prospects into sales, and watch your revenue grow!

Karen Saunders is the owner of MacGraphics Services, a unique design firm for today’s entrepreneur. Whether you outsource your promotional pieces or are a do-it-yourselfer, Karen takes the mystery out of marketing. Learn the Top 5 Mistakes that can cost you money by signing up for her FREE e-course, available for a limited time. To take advantage of this e-course and find out how easy it can be to attract more clients, click here: www./macgraphics.net/FreeStuff.php. You can also contact her at 888-796-7300, or karen@macgraphics.net

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Visit my website to see portfolio samples of book covers, brochures, logos, ads and speaker one-sheet designs: www.MacGraphics.net

If you enjoyed reading my ezine and posts, you will LOVE my ebook, Turn Eye Appeal into Buy Appeal: How to easily transform your marketing pieces into dazzling, persuasive sales tools! This organized guidebook has short chapters, over 200 hyperlinks and full-color graphic examples. Hundreds of business owners have used my simple do-it-yourself reference guide to create stunning marketing materials that really SELL their products and services! To learn how you can get this indispensable book, click here: www.BuyAppealMarketing.com

But wait, there’s more . . .

To sign up for FREE audio classes, articles or an eCourse on design and marketing tips click here:www.macgraphics.net

P.S. See that envelope icon below this posting? If you click on the envelope you can email this posting to a friend.

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Posted in Marketing, Marketing Materials, One Sheet, expert, testimonials | No Comments »

Unlocking the Symbolic Meaning of Color

Friday, December 29th, 2006


January 2007 Issue
Unlocking the Symbolic Meaning of Color

Color is a magical element that gives feeling and emotion to art, design and advertising. By understanding the symbolic meaning of different colors, you can choose the right color to support and emphasize your design. Learn how to use color as a functional design element. A dominate color or overall color scheme can determine the tone of your document. Certain colors will help your product, corporate document or advertisement attract specific audiences and evoke desired responses. The information below will give you some generally accepted guidelines on the symbolic meanings of color and how you can use it in your marketing materials, logo or packaging design.

Yellows — Coral, orange, amber, gold

Symbolizes: Energy, caution, warmth, cheer, joy.

Use yellow for signage in work situations warning of danger. Yellow is also good for any project that needs to evoke feelings of lightheartedness, humor or friendliness. Yellows are often associated with the following characteristics: homey, friendly, soft, welcoming, moving, excitement or adventure. Good for press kits, stationery and shopping bags.

Reds — Mauve, magenta, crimson, scarlet, poster red

Symbolizes: Power, romance, vitality, earthly, energy.

Reds evoke highly charged emotions such as aggression, danger or love. Red makes us pay attention and catches our eye immediately. Use reds on items that need to grab attention. In the financial arena, red symbolizes a negative direction.

Greens — Lime, leaf green, sea green, emerald, teal, sage

Symbolizes life: Foliage, grass, trees and water.

Greens are sensuous and alive. Green is associated with the following characteristics: friendliness, dependability, freshness, nonthreatening, safe, secure, healthy, strong, expensive, primitive. In the business world, green symbolizes growth and prosperity.

Blues — Cyan, sky blue, ultramarine, violet, purple, azure

Symbolizes: Peace, law and order, logic, analytical, intelligent, honest, calm, clean, good will, tranquility, compassionate, serious, thoughtful, quiet, reflective, regal, classic, dependable, trustworthiness, tradition, magical.

Blues are often used for older, more mature audiences and situations. Blue is common in financial institutions, hospitals, legal and medical professions. Purples have long been associated with magic, spirituality and royalty.

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Visit my website to see portfolio samples of book covers, brochures, logos, ads and speaker one-sheet designs: www.MacGraphics.net

If you enjoyed reading my ezine and posts, you will LOVE my ebook, Turn Eye Appeal into Buy Appeal: How to easily transform your marketing pieces into dazzling, persuasive sales tools! This organized guidebook has short chapters, over 200 hyperlinks and full-color graphic examples. Hundreds of business owners have used my simple do-it-yourself reference guide to create stunning marketing materials that really SELL their products and services! To learn how you can get this indispensable book, click here: www.BuyAppealMarketing.com

But wait, there’s more . . .

To sign up for FREE audio classes, articles or an eCourse on design and marketing tips click here:www.macgraphics.net

P.S. See that envelope icon below this posting? If you click on the envelope you can email this posting to a friend.

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Posted in Book Covers, Color, Graphic Design, Marketing Materials, One Sheet | No Comments »

What Makes a One-Sheet A “Must-Have” Marketing Tool?

Friday, May 19th, 2006

What Makes a One-sheet A “Must-Have” Marketing Tool?

Suppose you meet someone who could hire you for your expertise and services. In the spirit of getting to know you, that decision-maker asks, “What do you speak about?” or “How do you help organizations?” or “Which groups have you worked with?”

These questions become your opening to convey how you assist people and why you’re the one experienced to do so. That’s exactly what a marketing one-sheet does, too. To convey that you’re a “must-have” expert, your one-sheet needs to be written and designed effectively.

Answers Key Questions

Your one-sheet, in effect, succinctly answers these seven questions that decision-makers would ask you in person at a first meeting:

1. How would you describe your area of expertise?
2. Whom do you work with and give presentations to?
3. What are the benefits of hiring you—
• for the leaders of the organization?
• for the participants in the ranks?
• for organizational progress?
4. What have you done that makes you an expert?
5. Which groups have you worked with before?
6. What did participants think of your contribution?
7. How can you be reached for more information?

Well-crafted words on your one-sheet answer these questions in the form of seven corresponding “must-have” elements:

1. Topics/Programs
2. Target Audience
3. Benefits
(especially in headlines)
4. Biography
5. Client List
6. Testimonials
7. Contact Information

Adding Personality

Even if you have all of these elements in place, what turns it into a stronger “must-have” piece that represents you? In a word: Personality.

For example, Doug Butler’s marketing one-sheet features these basics with lots of showmanship. Its overall look reflects the “personality” that participants want from him, achieving that appeal through these special graphic effects:

• 4-color photos of Doug portraying his Cowboy Wisdom theme.
• Graphics of cowboy symbols: a guitar, a horse, a lasso, a badge, a cowboy figure wearing a hat, bandana, and chaps—even a spurred cowboy boot.
• Cowboy Code message that stands out on the page.
• Benefits in the headlines: e.g., Bringing cowboy wisdom into the 21st century.
• Bio framed by a color photo that adds credibility for his message.
• List of target audiences, a sampling of clients, and comments from them.
• Well-designed company logo and easy-to-find contact info.
• NSA logo to show affiliation with a group recognized by decision-makers.
• Tag line: “Forge a firm foundation with Doug’s tried-and-true Cowboy Code.”

Through these words, themes, and graphics, Doug extends his warm personality to additional marketing pieces—his website, business card, handout materials, and so on. Together, they create a “must-have” look that appeals to decision-makers in organizations he wants to reach.

You Missed the SpeakerNet News TELESEMINAR on May 23rd:
Create a ‘Get-Hired’ One-Sheet: Design and Writing Tips to Give You ‘Buy’ Appeal

If you are a speaker, author, trainer or consultant, you may want to order the CD or MP3 recording of this valuable teleseminar. Here’s a description of the teleseminar recording:

Do you need help designing and writing a one-sheet for your speaking or consulting business? You want your one-sheet to convey your services and talents with maximum appeal. How do you accomplish that in a single page or two? Writer/editor Barbara McNichol and I will share our techniques so you can better craft a one-sheet that gets you noticed.

This is what you’ll learn:

* Who your messages should be directed to
* What written and graphic elements to include
* How to make your one-sheet ‘float’ above the rest
* Three ways to avoid the most common mistakes
* How to ‘get over yourself’ and start crafting a
powerful one-sheet

This includes a 15-page full-color handout packed with tips and graphic samples.

To order the CD or MP3 from this teleseminar, click on this link: http://tinyurl.com/zj2zy or copy and paste it into your browser window address field.

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What if YOU could know the secrets of a 1st class graphic designer that would help you create amazing marketing materials in a few hours, would you want to know how? Find out now at www.BuyAppealMarketing.com

Karen Saunders is the author of Turn Eye Appeal into Buy Appeal: How to easily transform your marketing pieces into dazzling, persuasive sales tools! Hundreds of business owners have used her simple do-it-yourself design system to create stunning marketing materials that really SELL their products and services! To learn about this indispensable book, click here: www.BuyAppealMarketing.com

P.S. See that envelope icon below this posting? If you click on the envelope you can email this posting to a friend.

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Posted in Branding, Color, Graphic Design, Marketing, Marketing Materials, One Sheet, headlines | No Comments »