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Welcome Fargo Moorhead
We create marketing communications to support every aspect of your communications strategy. We generate the delivery vehicles for success, which may include branded print, multimedia, packaging and direct marketing materials. As a creative provider that develops and implements your marketing communications across all channels, we will effectively promote your image, products and services. Our comprehensive promotional tools are developed for your exact objectives.
Thanks You for considering us for
your Print Business in Fargo Moorhead.
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November 9, 2007
Fargo Print: The Seven Steps to Great Print Ads in The Valley.
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Seven Steps To Great Print Ads in Fargo Moorhead
1. Choose the right creative approach.
Who are you selling to? What are they buying - really? Choose the angle that will attract customers’ attention, stimulate their interest, and "hook" them on what you offer. Don't be in a hurry to start writing your ad. There are several components to the creative approach that must be decided before creative work begins.
You’ll need to:
- Identify the target market.
- Define the offer — will you be promoting your overall brand, or a specific product or product line?
- Choose a benefit with emotional appeal. What problem are you going to solve? What disaster will you keep at bay? Substantiate the claim. Prove how the company, the service, or the product delivers the benefit promised. Support your brand. Consider how the tone or style of the ad reflects on the public image you’ve created so far. Be consistent.
- Before you start writing, jot down a few words summarizing each of these components of your creative approach. For more about the creative approach, see “Using your ad strategy to hook the ‘big idea’.”
2. Write compelling ad copy.
Shut the door. Unplug the phone. Don’t start to write — yet. Why? It’s easier to write great copy by sneaking up on it. To warm up your brain, try the “features-into-benefits” exercise, described in “Using your ad strategy to hook the ‘big idea’.” Next, look for the action. Action is the heart of any good story. What activity best conveys the problem and the powerful way your offering solves it? Like the man who sat down at the piano and astounded his friends, your story will convey a dramatic conversion from “before” to “after.” Copy, supported by photos or illustrations, must set up a believable context, describe benefits, and create a desire to take action. Imagine you are your target customer. Use the tools on this site to help you “get inside” their minds. Ad copy can take a number of approaches, from straightforward “reasons why” to storytelling to humorous puns and incongruous images. Which you choose depends on your skill as a writer and your brand identity. Explore several ideas before you decide.
Regardless of the copy approach, your ad should follow the same “AIDA” formula that has proven to be effective in all print and broadcast advertising. This mnemonic reminds you to:
A — get Attention
I — arouse Interest
D — create Desire
A — stimulate Action
If your ad moves a reader through this sequence, you’re on the right track.
How long should the ad be? For a complex offering, it might take hundreds of words to get from attention through interest to desire and finally action. For a simpler appeal, seven to 10 words might do it. The honest answer is: as long as necessary and as short as possible.
3. Test the ad copy on humans.
In many ad agencies, creative teams work together to develop ads. The benefit of the team approach is that two heads — any two heads (human, that is) — are better than one. So, once you have written a copy draft or two, get two heads together. Show the drafts to someone who’s familiar with your business, your market, and the publication in which the ad will appear.
Take the reader’s seat for a moment and ask “why should I care?” Then read your ad. Is it clear what you promise, and how you substantiate your claim? Is the benefit you promise one with plenty of emotional power? And finally, does the ad copy make it clear what you want the reader to do next? The “call to action” is critical. Do you want them to call? Say so. To visit your Web site? Offer an incentive: a bonus or contest waiting for them there. Test the copy against the creative approach you defined in step No. 1. Then, apply your pencil and eraser, to tighten and brighten. Try reading it out loud. Anything that’s hard to say will be hard to think. Re-write again. Much of good writing is really good editing after the first draft.
4. Design a clean, easy-to-follow ad layout.
There is only one great layout for any ad. Yes, that may sound like a gross exaggeration. But it’s true. The basic grid layout has proven its effectiveness over the years. Leaf through any magazine and you’ll find many slight variations on this tried-and-true formula. You’ll see a photo, then a headline, then copy, then at bottom the call to action and the logo, centered or to the right. The headline may come above the photo; the copy may be in one column or two. But the basic grid will be the same.
This formula leverages our natural tendency to view ads with an “S-curve” motion of the eyes, sweeping from top left around through the middle, coming to rest at the bottom right. Why mess with what works?
To lay out your ad, use a computer program such as Quark XPress. If you don’t have access to layout software, use your word-processing program to mock up the ad, then rely on the publication’s in-house production service to finish it. What visual imagery do you have in mind? Browse the stock photography available on the Web; you’ll find many options. Purchasing the right to use a photo or illustration will cost you less than $100 in most cases, and the quality is top notch. If you don’t find what you have in mind, talk to local photographers or illustrators, or search an online talent broker such as Elance or Guru.
5. Test the layout on humans.
Make a prototype of the ad that looks as much like the final ad as possible. Place it in the venue where it will be seen. If it’s going to run in a magazine, tape your prototype into a magazine. Then, test it on friends, colleagues, or better yet, typical customers. Big advertisers do considerable testing before they commit an ad to print. Consider holding a focus group to explore several ideas, or several executions of one idea. (For more on research techniques, see the article, “Do some customer research — or you’ll never know.”) What do readers recall about the ad after having read it? Ask questions, and then, tailor your ad copy or layout based on what you’ve heard. Simplify anything that seemed confusing, and then test again.
6. Produce “camera-ready” artwork for submission.
You’ll most likely be asked to submit your ad as a collection of electronic files. These will include graphics files, font files, and a layout file that brings those elements together on a “page” precisely the size of the ad. These files will go on a disk, accompanied by a hard-copy prototype that shows exactly how you expect the ad to look when the files are imaged and the ad appears in print. When it comes to production, remember the old saw “garbage in, garbage out.” What you send to the publication determines what appears in print. If you send them your ad poorly prepared, there is very little they can do to make it better. Printed images require higher resolution (expressed as dots per inch, or DPI) than images prepared for display on Web pages. Make sure that the photos or logos you use weren’t simply borrowed from your Web site — the resolution of those files won’t be high enough to make a sharp printed image. When in doubt, trust the publication to guide you — they’re professionals at this, and they have an interest getting your ad right, thereby keeping you happy. Ask them to review your files for potential problems. Submit your ad well in advance of their publication deadline — no one’s going to hold the presses while you scramble to get your ad finished.
7. Measure your results.
From the beginning of printed advertising, advertisers have kept records of inquiries produced by different ads, in order to learn what works. The same method is just as helpful today, but today’s advertisers have a few more tricks at their disposal. Scientific advertising research uses techniques like statistical recall scoring, in-depth interviews, motivational research, and post-publication surveys. The ads you see in mainstream publications from national advertisers have survived many rounds of testing before you ever see them. The point of such research is to determine how well the ads are working, and how they can be made to work better. Tracking inquiries is a tried-and-true technique. In your ad, ask for a specific behavior, such as calling for a free sample, then track how many calls you receive. For more comprehensive research, consider surveying a sample of the publications’ subscribers.
You can speed up your learning curve, by applying a technique known as A/B splits. To do this you start from a known baseline (the “A” ad), then change one factor at a time, testing whether the “B” ad performs better or worse than the “A” ad. You might change a headline, or a photo, or the size of the ad, and then measure response. By changing one factor at a time, then tracking what works, your ad will evolve to its utmost pulling power.
Be wary, though, of appearing to change too radically or too often. Consistency is important in building your brand image. Keep placing ads and keep measuring the results; drop what doesn’t work and go with what does. If you find that your ad is pulling in a good response, and you’re making sales as a result, consider using some of the profits to expand your advertising program. By increasing your advertising and continuing to test and track its performance, you will grow your business.
Conclusion
It’s difficult to break through the clutter of ads out there, and even more difficult to get readers to respond with action. If you follow this seven-step technique, your odds of creating an ad that works will dramatically improve. Now you have a great print ad — get your mileage out of the time and effort you’ve invested! What else can you do with this ad? Think of all the possibilities... print copies to include in your sales kit, or to hand out at your next trade show. Display it on your Web site. Enlarge and frame a copy to display in your lobby. Each “re-purposing” extends your investment, and consistently builds your brand — the real secret to great advertising.
We'll handle all of your Printing needs, copies, binding, presentations, professional business stationery, business cards, letterhead, envelopes, website design and logo design.
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November 9, 2007
Fargo Print: Creating a Brand on a Budget in Fargo Moorhead
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Typically, start-ups come to a branding consultant, because they've already stayed up late over pizza and beer, brainstorming through a thousand names and concepts. They still haven't "quite gotten it nailed" and are becoming frustrated. Don't do this. Start off on the right foot and make the small (in relative terms) investment in having your brand and identity created by a company that specializes in start-ups.
You are starting a business, and you need to spend your days (and nights) focusing on that task — talking to financial investors, building a team, developing a product or service, getting an office established; in short, realizing your dream and your unique vision. You don't need to spend your time trying to address issues that aren't your core competency.
As a small business owner with an established local market presence, there are some things you can do to sharpen up your brand without incurring fees from a full-fledged branding company. At a minimum, your business cards, letterhead, signage, and other existing corporate identity should all display a consistent usage of your company name, logo, and tag line information. If this isn't the case, an overhaul is in order. Make decisions about the color of all of your business cards — letterhead as well as the ink. It takes some discipline, but it's important to your brand to stick to those decisions for years to come.
We create marketing communications to support every aspect of your communications strategy. We generate the delivery vehicles for success, which may include branded print, multimedia, packaging and direct marketing materials. As a creative provider that develops and implements your marketing communications across all channels, we will effectively promote your image, products and services. Our comprehensive promotional tools are developed for your exact objectives.
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November 9, 2007
Fargo Print: Distinguishing a Brand
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Fargo Print: There are a growing number of products and services
introduced to the market every month, and your company may not stand
the test of time if it lacks a well-defined brand. Differentiation is
key for any product or service. In the information age, impressions
come to people so fast it's virtually impossible to retain all the
messages with which we're bombarded. In order to make people stop,
look, and listen, it is imperative that the brand you create cuts
through the clutter. The name and logo ? the "look and feel" of your
communications ? is the starting point for how people perceive you.
In
order to lead in your category, you want your target audience to notice
and to remember you. Because the core of your brand is your name and
how that name is visually expressed, there is a terrific opportunity to
make these elements work for you. Take your brand development
seriously, and invest what is necessary achieve your goals. This may
mean hiring an outside help. For more on the definition of a brand,
read What Is a Brand?
Equally important, make sure that you
think through and are able to communicate your company's position and
core values. If you can't articulate what differentiates you to your
branding consultant, chances are they won't be able to communicate it
visually. They need clear direction in order to craft a memorable,
differentiated brand.
Fargo Print.com Business cards, Post Cards, Design, Logos, Fargo Moorhead Area
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November 9, 2007
Fargo Print:Defining a Brand
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Fargo ND. When starting your own business, one of your most important concerns is to develop your company's face to the world. This is your brand. It is the company's name, how that name is visually expressed through a logo, and how that name and logo extend throughout an organization's communications. A brand is also how the company is perceived by its customers — the associations and inherent value they place on your business.
A brand is also a kind of promise. It is a set of fundamental principles as understood by anyone who comes into contact with a company. A brand is an organization's "reason for being"; it is how that reason is expressed through the various communications to its key audiences, including customers, shareholders, employees, and analysts. A brand should also represent the desired attributes of a company's products, services, and initiatives.
Apple's brand is a great example. The Apple logo is clean, elegant, and easily implemented. Notice that the company has altered the use of the apple logo from rainbow-striped to monochromatic. In this way they keep their brand and signal in a new era for their expansive enterprise. Think about how you've seen the brand in advertising, trade shows, packaging, product design, and so on. It's distinctive and it all adds up to a particular promise. The Apple brand stands for quality of design and ease of use.
fargoprint.com
We'll handle all of your Printing needs, copies, binding, presentations, professional business stationery, business cards, letterhead, envelopes, website design and logo design.
A Brave New Marketing World? Even in Fargo ND...Welcome to Fargo Media
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November 9, 2007
Fargo Print:Make an Impact with your Brand.
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A simple, effective logo goes a long way toward making a company a
superstar in its industry. The trick is capturing the intangible
elements of a company into a brand that exemplifies your service, your
values and, most of all, your spirit.
What do you believe In? We
believe in the power of a great brand. And we believe great brands are
driven by new thinking - the ability to go inside your company to
develop a compelling strategy that transforms your brand into something
so powerful it doesn't just help you beat the competition, it makes the
competition irrelevant.
Through printed materials, be they
brochures, annual reports or newsletters, a company can communicate its
progress, its achievements and its future.
We take the time that
is required to completely understand your company or organization, so
we can provide you with logos, stationary packages, etc. that fit your
target demographic. We aren't a company that forces a look and feel
down your throat, we just listen to your hopes and expectations and
give you exactly what you want- and more.
Get Started today
701-261-8637
fargoprint.com
We'll
handle all of your Printing needs, copies, binding, presentations,
professional business stationery, business cards, letterhead,
envelopes, website design and logo design.
A Brave New Marketing World? Even in Fargo ND...Welcome to Fargo Media |
November 9, 2007
Fargo Print: Driven to Success
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No one knows your business like you! It's your vision and style that have driven your business to succeed. Take a worthwhile diversion from the daily grind and experience the satisfaction of building your business image with business cards at fargoprint.com. Fargoprint.com is involved in a midwest advertising campaign promoting the use of paper as an extremely efficient marketing tool. Fargoprint believes that"print" in all it's diffrent forms makes a very significant contribution to sales of branded products and services in the Upper Midwest.
It is a link between customers and advertisers, in that it conveys much of what the brand is all about.
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November 9, 2007
Fargo Print: Launching Your Business in Fargo Moorhead?
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Some businesses make the mistake of trying to design their own logo, business card, or website. Or they have an amateur "throw together" something for them. This is actually a VERY costly mistake. Having a logo, stationery, brochures, and other marketing materials that look unprofessional and poorly designed creates a less-than-favorable impression in the minds of new prospects and can lose you potential business.
Hire a professional, design firm to develop your logo and marketing materials. Do it right from the beginning. Here are some specific reasons why having professionals design your marketing materials is an investment in the future of your business:
1. First Impressions Count: Your logo and marketing materials are the first impression people get of your company. People often make decisions about where they make purchases based on imagery. Your appearance helps sell your company and draw in new prospects!
2. Your Branding Sets You Apart: A well-designed identity will help to differentiate your business. Without a solid brand, your core-marketing message isn't being reinforced, you aren't memorable, and you also have a problem distinguishing your company from your competitors.
3. Your Materials Sell You: Anything your company puts out in front of prospects and customers must be of the highest quality. If your logo, website, business cards, and brochure aren't professional, why would prospects think your services are any better?
4. Professional Design Enhances Credibility: People want to purchase services or products from a company that appears established, secure, and reliable. Your business needs to look sound and trustworthy. Professional materials show that you care about quality and have attention to detail.
Well-designed, strategic marketing materials will reward you again and again by driving more customers to your company and helping you to make a great first impression. Professional, high-quality marketing tools will move your prospects closer to making a purchase.
And after all, you wouldn't show up to a professional networking event in pajamas ?? so, why would you dress your business in sloppy clothes.
We create marketing communications to support every aspect of your communications strategy. We generate the delivery vehicles for success, which may include branded print, multimedia, packaging and direct marketing materials. As a creative provider that develops and implements your marketing communications across all channels, we will effectively promote your image, products and services. Our comprehensive promotional tools are developed for your exact objectives.
Business cards, Post Cards, Design, Logos, Fargo Moorhead?
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November 9, 2007
Fargo Print Designers: Lookin for a Great Logo in Fargo Moorhead?
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Distinguish your company from your competition Don't
try to emulate another company. Be your own brand. Less than a decade
after Coca-Cola was born, Pepsi quickly became successful by setting
themselves apart rather than trying to emulate the leaders.
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Use meaningful colors
Different colors and shades can have different effects on people
because of color association. Green is associated with the environment
and is an appropriate logo for a company like the Sierra Club or
Greenpeace. However, green is also associated with motion sickness so
would be a poor choice for the interior of a car.
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Use an appropriate font
You may generally gravitate to bold, exciting fonts, or feminine curvy
fonts but if you are a ballet company, you should probably avoid harsh,
clunky lettering, and if you are a football team, you should probably
avoid graceful, delicate lettering, even if it's more attractive to you.
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Be simple Your logo can have some elaborate features but it should be simple enough to make a quick statement.
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Be memorable
Your logo should make a statement about your company. The next time a
customer needs your kind of business, he'll choose you just because of
brand recognition.
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Avoid distracting elements
Your logo does not need, LLC, Inc, and other details. That type of
detail can be saved for documentation about your company. The next time
you are driving past businesses, take a look at the logos around you
and see how other successful logos are handled.
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Avoid taglines if possible
Taglines can be an important part of a company's image but should be
separate from a logo. The size of the text in a tagline is so much
smaller that it often forces the logo to be bigger in order to
accommodate the text.
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November 9, 2007
Fargo Print: Logos & Design: Advertising: the basics
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Fargo Logo & Web Design@Fargo Print.com
1. Make sure the ad has a strong headline and call-to-action. What's the one thing you want to convey and what do you want prospects to do next? Make sure these two elements are strong and clear.
Fargo Logo & Web Design@Fargo Print.com
2. Stir up some emotion. The most powerful buying triggers are emotional benefits. Success and admiration can be strong motivators for business buyers. So is fear -- fear of failure, being beaten by the competition, etc. Your messaging should focus on emotional benefits and how your product delivers them. To achieve this goal, you really need to know your audience.
Fargo Logo & Web Design@Fargo Print.com
3. Speak to your audience. Going beyond #2, design your entire ad to grab attention and appeal to your target audience. Consider your headline, copy, photography, typeface and layout. If your target audience is C-levels, your ad should be eye-catching and communicate the benefit in the headline or image – a C-level cares about results and is less likely to read the rest of the ad than, say, an IT manager or technician who will need some degree of detail before responding.
Also, if your product or service is new to a particular audience, pay special attention not to use jargon or industry lingo.
Fargo Logo & Web Design@Fargo Print.com
4. Building on #3, don't dump all the information about your product or service into your ad. Usually this isn't the time to list all of your features & benefits. Give prospects just enough information to grab attention, feel pain and identify with the problem, then contact you for your solution.
Fargo Logo & Web Design@Fargo Print.com
5. Treat the other ads as competitors. The average American is exposed to 1,000+ messages per day. And the print publication is probably full of ads and articles that are competing for the attention of your prospects. How large are other ads? Full color or spot color? Photography or heavy copy? Size up the competition and make sure your ad stands out.
Fargo Logo & Web Design@Fargo Print.com
6. Make it easy for prospects to contact you and get the exact information they want. If you only provide a phone number or a generic URL, you're going to lose valuable prospects – not everyone will be ready to pick up the phone, and it can be tough to find specific answers from your home page. Instead, provide a URL to a unique landing page that focuses on converting prospects for this particular campaign. Use a phone number to a specific sales rep or a group that can help on the spot. And include an email address to a spam-protected email address.
Fargo Logo & Web Design@Fargo Print.com
7. Be scrupulous with your proof. A typo or poor grammar can damage your credibility and wash your investment down the drain. And pay special attention to your contact information – it should be large, legible and correct. Dial the phone number directly off your ad proof – do it several times to make sure it's correct. Do the same with the email and URL. A mistake here will ruin your response.
Fargo Logo & Web Design@Fargo Print.com
8. Make sure your offer will generate qualified leads. You don’t want to artificially create a lot of sales appointments that will inundate the sales force with unqualified leads. Remember, it’s not necessarily the response rate that matters – it's the return on your investment. Focus on driving profitable revenue, not just a long list of names for your database.
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November 9, 2007
Fargo Print: Advertising: the basics Part 2
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Tips on writing a print advertisement
A good advertisement should have:
* an interesting headline
* clear design
* well-written copy
Headline
* A good headline should catch the reader's attention and make them want to read on. It might ask a question or inspire curiosity. For example, a bed manufacturer might ask if readers want to know the secret of a good night's sleep.
* Don't overplay the actual message - people will feel let down if they read on and their expectations are not fulfilled.
* A headline will encourage people to read on if it offers a clear benefit - such as "buy one, get one free".
Clear design
* The way an advertisement looks plays a big part in attracting and retaining the reader's interest.
* Avoid small or complicated typefaces that are difficult to read. And don't mix too many typefaces in one advertisement.
* Don't clutter the layout - keep plenty of white space in the advertisement - avoid the temptation to say too much.
Well-written copy
* The amount of text you include depends on the purpose and size of the advertisement. Businesses that want to advertise a sale might have a very limited amount of text accompanied by a headline and a picture of some of the items on offer.
* If you're writing a lot of text, it should follow on logically from the headline, build a convincing case and prompt a response from the reader. Back up any claims with facts.
* Good copy draws attention to the benefits of the product or service rather than focusing solely on the features.
* All the reader wants to know is "what's in it for me?"
Remember that businesses have a duty to ensure their advertisements are legal, decent, honest and truthful.
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November 9, 2007
Who is Fargo Print? and what do you do?
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Fargo Print.com is an online printing market that offers businesses and professionals complete e-commerce services to independently create and sell a wide variety of products, and unique merchandise.
FargoPrint.com was launched online by a local group of business professionals, no other specifics were given. The group said in a press release, they started the online printing market after they collectively saw an increase in their print and design orders outside the Fargo-Moorhead area. The printing and design site allows the group to offer their services to anyone with online capabilities.
Fargo Print.com also offers custom design and short run print
orders. Prices start at $9.99 and print products range from business cards to flyers, brochures to custom magazines. The group states their mission is to create a brand on a budget for companies and professionals of all sizes using the unique print-on-demand and e-commerce services. Local delivery is included in the final prices. The site also allows home-based businesses and professionals to link up to their market-portal. The site powers independently-run shops as well as syndicated and corporate stores, ability to do business online, including storefront development, site hosting, order management, fulfillment, secure payment processing, and quality customer service. Businesses can open a free shop with no upfront costs and no inventory to manage, according to the press release.
Coporate identity. Brand design. Brochures. Advertising. New media.For more information visit www.FargoPrint.com
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November 9, 2007
Fargo Print Media: Tips For Media Selection
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@Fargo Print.com
Marketers have a wide variety of media at their disposal. Most of us think first of the advertising troika of newspapers, magazines and TV. But there are a number of other options depending upon what you are trying to accomplish.
1. Create a sense of urgency. Direct marketing offers that contain a deadline for consumer action can create that sense of urgency that motivates your customer to buy now.
2. Fill in the blanks. Brochures are a great vehicle for providing the detailed information about your product's many benefits.
3. Be impulsive. Signage speaks to people when they are in buying mode at the point of sale. Besides spurring impulse buying, signs also act as a reminder, connecting the dots to your other marketing efforts.
4. Get interactive. Your web-related marketing efforts can capture a consumer's attention, direct the prospect to additional information to help educate and answer questions, ask for the business and make the sale.
5. Establish intimacy. Magazines is a one-to-one medium that allows the marketer to build a close connection with the prospect.
So, before you select your media, think about what customer action you want to spur.
Lindsay M. Arneson
Public Relations & Marketing Specialist
701-261-8637
fargoprint.com
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November 9, 2007
Fargo Print: Make your Print Marketing Shine in Fargo Moorhead
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If you'd like to build a more profitable service business, the place to start is with your marketing.
It's not easy for contractors to market proactively. The telemarketing do-not-call rules are reducing outbound telemarketing opportunities.
The emerging spam laws reduce the potential to use e-mail for prospecting. Radio is a good option, but VCRs and digital video recorders give consumers "zap" power over television broadcast advertising options. And then there's print.
Print advertising and marketing options have traditionally been an effective means of soliciting new business for contractors. Print marketing can take the form of newspaper, direct mail, brochures, flyers, door hangers, billboards, and even your trucks. It offers you several advantages:
* It can be highly targeted
* You can turn it on or off at will
* It allows for the combination of emotional pull with logical reason.
In short, print marketing gives you the ability to sell!
Yet good print marketing is rare among contractors. That's being polite. In many cases, contractor print marketing is a train wreck. Fortunately, it can be improved.
Marketing can be learned. You don't necessarily need to become a marketing expert or a graphics designer, but you should know enough to recognize good marketing from bad marketing.
Improve your marketing and you'll build a more profitable service business. Here are 16 ways to make your print marketing stand out.
1 Figure out what you want to say before you say it.
Marketing is a conversation between you and your customer. Who do you want to talk with? What do you want to tell them? Make sure your point is clear.
2 Remember that people don't care about you.
Don't bore people with unnecessary information about your company. Talk about their needs, problems, and desires. Remember, consumers are ignorant about HVAC. They don't care about SEER. They're tuned into WII-FM (What's In It For Me) 24/7/365. They do care about lower utility bills or, better, extra cash to spend on other things they want.
3 Remember that you're not the buyer. You
don't necessarily think like the buyer. It doesn't matter if you like or dislike something. What matters is marketing that works, not whether you like it personally.
4 Pretend the customer is a teen.
If you have a teenager, you'll understand. Like teenagers, your customers have selective hearing, need repetition, think you're a little dense and out of touch, think you don't understand them, and act for their reasons - not yours. Customers, like teens, are narcissistic. To them, it's all about ME!
5 Concentrate on the headlines.
Five times as many people will read the headline as the copy. Great copy under a losing headline is doomed to go unread. The headline (and supporting graphic elements) must capture the reader's attention.
6 Write interesting copy,
Don't write stiff, formal copy when communicating with your customers. Lawyers write stiff, formal copy. Look what it has done for them. Instead, have a conversation. Write as though you were sending a letter to a close friend. Tell a story and engage the reader. Be interesting to create interest and stimulate desire.
7 Give people a reason to take action.
Homeowners delay replacing HVAC equipment beyond the date it should be inducted into a museum. They delay out of inertia and because no one gives them a reason to act. Tell them why they should act now.
8 Include soft offers to test media.
Marketing fails when you've got the wrong audience, timing, or offer. Including a soft offer (e.g., something free, or a can't lose no-brainer) helps you determine if you've got the right audience or media, but the wrong offer.
9 Write long copy.
While it's true that we live in a sound byte society, people will read long copy if it's well written and speaks to a recognized need or desire. Long copy gives you the ability to inform and educate, that is, to sell. Don't ask people to invest time into your marketing and then withhold the critical information they need.
10 Focus.
You might want everyone to know about everything you offer. Stop! People won't remember it all. If your spouse calls you in your car and asks you to pick up one or two items at the store on your way home, you might remember. If the list grows to five or six items, you're bound to forget something. It's worse with your marketing. Focus on a clear point you want people to remember.
11 Learn the rules of graphic design.
A touch of good graphic design can make a huge difference in the readability and effectiveness of your print media. This includes the design principles of contrast, repetition, association, and alignment. Print marketing should have a focal point that the entire layout is designed around.
12 Don't go overboard.
Just because you have 1,000 fonts and 10,000 colors on your computer doesn't mean you have to use them all. Limit yourself to two fonts for most print designs. Use color sparingly. Leave some white space.
13 Buy good lists.
Contact a list broker and spend extra for a better list. Free lists are nice, but when you're doing a mailing that costs you 37 cents each, you can end up spending a lot per lead if you only get a 1% response rate. Spend a few dollars to buy a better list that bumps your response rate to 2%, and your cost per lead drops significantly.
14 Start a swipe file.
Collect junk mail. Pick up brochures when you're in retail stores. Look for examples of good marketing and bad marketing. Grab whatever catches your eye. Swipe files help you generate ideas if you're designing your own marketing. They also help you communicate with a graphics designer if you're hiring someone else to create your marketing.
15 Look around.
Ideas are everywhere. Study the marketing of other service industries. List problems your customers have that you could solve. List the products and services you offer. Each is the potential subject of a marketing piece. Look at the calendar to see if there's an upcoming holiday or event you could tie into with a marketing piece. Run searches on the Internet. There's a wealth of information and idea sources available if you'll just look around.
16 Don't worry when someone gets upset.
Somewhere, sometime, someone is going to get upset with your marketing. This probably will not be someone who is a potential buyer. Don't worry about the people who won't buy. Gauge your marketing effectiveness by the people who do buy. You don't need to please everyone. Unless you're in a very small market, 5% to 10% of your market is enough to make you very wealthy.
Give us your feedback on this article at Paul@redriverhomeguide.com
SIDEBAR
Don't bore people with unnecessary information about your company.
Talk about THEIR NEEDS, PROBLEMS, AND DESIRES.
Fargo Printing: Save Money with us Locally Fargo Moorhead Printing Service
Fargo Printing: Save Money with us Locally
Phone: 701-261-8637
Email: lindsay@fargoprint.com
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