5 Ways to Make Your Newsletters Shine

What’s so great about vacation? It’s a chance to cut loose and take a break from the ordinary!

But vacation just wouldn’t be as fun if it wasn’t anchored to the sense of consistent routine in our lives. In order to vacate, you have to have a place or a routine to break AWAY from.

A Foundation to Build From

The same is true in design.

To have the freedom to challenge the norm, some type of coherent foundation must first be established. This is particularly true in multi-page publications like newsletters. One of the most important features of multi-page publications is consistency. So, before you go rogue in design, first you need to ensure each page looks like it belongs to the whole.

How can you create this sense of cohesion? With repeating colors, icons, fonts, bulleted lists that repeat a formatting style, matching pull-out quotes, and more.

Here are five strategies for organizing your next newsletter so you compel viewers to read and respond:

1. Avoid a different typeface or formatting arrangement for every article.

Instead, create a strong, consistent structure throughout the pages and add flair with boxed photos, pull-out quotes, or just ONE free-flowing graphic per page.

2. Make headlines clear and bold.

Most people skim newsletters, so headline text should be straightforward and easy to read. Use leading questions or creative subheadings to build suspense and entice the viewer to read more.

3. Keep alignment consistent.

To build an organized page, choose an alignment and stick with it.

If everything is left-aligned, photos should be cropped to this sharp margin as well.

Does this mean you can’t ever break the rules of the system you’ve created? No! A firm set of columns actually creates MORE space to break out of the grid. But when you do this, do it with gusto! Items that are just a smidge out of the normal alignment will look like a mistake.

4. Avoid Helvetica and Arial

If your newsletter seems drab, juice it up with heavy sans serif typefaces that create a strong visual hierarchy.

Often people default to Helvetica or Arial, but these just aren’t bold enough to create a strong contrast. Instead, invest in a sans serif family that includes a heavy bold version as well as a light subheading complement (such as Eurostile, Formata, Syntax, Frutiger, or Myriad). You’ll be amazed at the difference this contrast makes.

5. Create a Compelling Call to Action

Printed newsletters are a great way to build goodwill and reinforce brand awareness, but at the end of the day, you want readers to take action.

When scripting your text, ask yourself, “if the reader was going to act on the content in this newsletter, what would I want them to DO?” Brainstorm many call-to-action phrases and places they can be used in your design, and make this journey easy for the eyes to follow.

Ideally, there should be a call to action on each page with one very prominent “next step” CTA near the end of your piece. Here are a handful examples:

• Subscribe Now!
• Sign Me Up!
• Activate _____ Today!
• Find Out How!
• Claim Your Discount!
• Try it Yourself!
• Schedule (or Book) __________!
• Register Now!
• Call for a Free Estimate! 

Make Them Look Forward to Your Next Newsletter

Time is a precious commodity, and the moments people invest in reading your newsletter are important.

To make the most of this unique privilege, build a strong design grid with a few spectacular deviations. Create visually engaging publications with helpful takeaways, and your newsletters will be something your audience looks forward to reading!



To contact Chuck Gherman for more information about how Printing Arts Press helps organizations with their Marketing and Human Resource needs through print communications please visit www.printingartspress.com.

#print #directmail #printmarketing #marketing #printing #mail #banners #publications #marketingcampaigns #postcards #brochures

To address climate change, we must use more wood, not less.
Dr. Patrick Moore, Co-Founder, Greenpeace 

Use Powerful Visualizations to Make Your Message Clear

Communication is the key to human connection.

But adequately sharing information can be more difficult than you may think. George Bernard Shaw said the single biggest challenge in communication is the illusion that it has taken place!

Experts estimate that 65 percent of people are visual learners, so one of the easiest ways to communicate with people is with pictures. A well-structured chart, graph, or data visualization can do wonders for sharing your insights with customers, team members, or your superiors. And with easily accessible tools you can use illustrations to:

• Get your message across quickly
• Make complex data accessible to many
• Make your report or presentation more visually appealing
• Create a more memorable, lasting impression

Whether you’re reporting the household budget or spicing up slides for a presentation, stretch yourself to try one of these options this month.

Vertical Bar Charts
This is a simple option for comparing data grouped by distinct categories. Vertical bar charts are better when sharing 10 groups of data or less.

Horizontal Bar Charts
Typically, horizontal bar charts are effective when you have more than 10 groups of data or if you have long category labels to share.

This format makes labels easier to read because they are displayed in the proper orientation. Vertical and bar charts are excellent for comparing any sort of numeric value, including group sizes, inventories, ratings, and survey responses.

Pie Charts
Pie charts are fun to look at and helpful for understanding parts of a whole.

Remember to order the pieces of your pie according to size and to ensure the total of your pieces adds up to 100%.

Line Chart
Line charts are used to show data relative to a continuous variable: calendar months, years, budget allocations, etc.

Plotting data variables on line graphs makes it easier for readers to identify useful trends or to evaluate comparable products or challenges.

Bullet Chart
Bullet charts are typically used to display performance data relative to a goal.

A bullet graph reveals progress toward a goal, compares this to another measure, and provides context in the form of a rating or performance.

Flow Charts
Following the proper process is something that can make or break an organization or its employees.

Flow charts are used typically in medical, educational, or manufacturing fields to bring quality control and to ensure procedures are uniformly followed.

Pictographs
Here images and symbols are used to illustrate data.

For example, a basic pictograph might use a frowny face to signify sick days and a happy face to symbolize healthy days. Because images hold more emotional power than raw data, pictograms are often used to present medical data. An illustration that shades five out of 20 people has a much more significant impact in sharing a 20-percent death rate.

Sharpen Your Image

When finalizing your data visualization, here are ways to bring your best to the table:

Less is More.
When creating illustrations, consider which gridlines, borders, or numbers can be removed to make the essential parts speak for themselves.

Let White Space Shout.
Minimalist designs like this Congressional gender chart can highlight areas where a gross imbalance exists.

Interpret Data for Readers.
Viewers can understand data more easily when you offer compelling titles and well-placed labels.

Use a Call to Action.
To move your readers, encourage them to take action and make changes.

A great example of this comes from Sebastian Soto, who built a single-color pictograph about the decline of Zambian malaria. Using quotes from key research and health ministry directors on the poster, he closed the graphic with this phrase: “Let’s Collaborate. againstmalaria.com.”

If you need help creating visualizations for your next print project, give us a call today!


To contact Chuck Gherman for more information about how Printing Arts Press helps organizations with their Marketing and Human Resource needs through print communications please visit www.printingartspress.com.

#print #directmail #printmarketing #marketing #printing #mail #banners #publications #marketingcampaigns #postcards #brochures

To address climate change, we must use more wood, not less. Dr. Patrick Moore, Co-Founder, Greenpeace

Back to Basics: The 'Why' in Creating Valuable Content

When it comes to producing valuable content, countless marketing and business professionals will tell you that you 'should,' but not many delve into the 'why.'

"You need content to bring customers to your website!"
"You need content to keep up with the digital age!"
"You need content because that's what your customers seek!"

These responses are the 'reasons' most often given for spending time creating content for websites and marketing materials.

In truth, creating valuable content will help you grow your business and improve your bottom line. Here are two key ways it accomplishes this:

1. It helps you build trust with your customers.

People don't accept advertisements at face value. They choose brands based on how well those brands meet their needs.

When customers go online, they want to find answers to their questions. They want a brand to understand the problems they face, offer solutions, and explain why their products are the best at meeting those needs. When a prospect finds a company that answers their questions again and again while also providing them with a service that comes with good reviews, the decision to buy becomes a no-brainer.

Valuable content builds a reputation of authority and leadership in the minds of customers. They come to see you as someone who really knows your industry and feel confident knowing they can turn to you whenever they have questions. This increases loyalty and the potential for future sales.

2. It's more likely to be shared, increasing your brand's reach.

Customers today live on social media. Just about everyone has a Facebook or Twitter account. People use these profiles to share things that interest them and offer value they think others might appreciate. When you provide your customers with repeated value, you enhance the odds your material might be shared on these social sites. When content is shared, it automatically increases your reach, while also building credibility in the minds of all those who see the share. Customers tend to trust referrals more than standard advertising.

How to develop content that can work this way

The potential for quality content is incredible. Your task is to learn how to capitalize on it. Here are six steps to get you started:

1. Research and identify the 'ideal customers' you want to reach.
2. Learn as much as possible about these ideal customers.
3. Determine the common questions and problems that face these customers.
4. Develop content that addresses these questions and problems in an informative and helpful way.
5. Share the content on blogs, social media, emails, newsletters, and other places to draw attention to it.
6. Repeat the process regularly to stay current.

When you take the time to develop valuable content for your customers, you're investing in helping your business grow. Take the time to create content your customers will appreciate, and watch the impact it can have on your brand.


To contact Chuck Gherman for more information about how Printing Arts Press helps organizations with their Marketing needs through print communications please visit www.printingartspress.com.

5 Tips for Developing Content That Will Resonate With Your Audience

When developing content for your website and marketing materials, you want to create pieces that will resonate with your audience. This will encourage them to read what you've produced, share it on social media and with friends, and -- most importantly -- remember what you said. Strong content will enhance brand loyalty and improve the success of your entire marketing campaign. Here are five tips to help you create more meaningful content.

Analyze your buyer personas

Buyer personas exist to give you insight into the people you're trying to reach, so use them to produce the best types of content. Gather information such as:

• the challenges your customers are facing
• circumstances that prevent them from buying
• their budget
• their goals

This type of information should give you clear guidelines about the kinds of content these people will pay attention to. If you don't know the answers to these questions, interview your existing customers and take surveys of your target population.

Look at what content gets the best responses

Take a look at your past content to see what people respond to most frequently. If you thought a topic was only mediocre but it managed to generate exceptional traffic and attention, you can feel pretty confident that it resonated with page viewers. Use past site data to plan future content on subjects that garner the most interest to keep visitors engaged. Create videos, experiment with different formats, or dive into hot topics from a completely new angle.

Examine multiple formats of content

Different formats, such as video, are increasingly catching steam. People enjoy watching videos to get up close and personal with the people they do business with at a company. Monitor your video views and see how well customers are responding to your productions. This will give you insight into how often you should work to produce this type of content.

Offer genuine value

Some companies get hesitant about producing real value for their readers. They imagine that if they give away all their 'secrets' no one will need to hire them. No blog, however well-written, ever made anyone a complete expert on a new industry.

Instead of worrying about revealing too much, work to offer real value to your readers so they can see the expertise you have to offer. It's this kind of genuine value -- not wishy-washy, bland content that teaches people nothing -- that will turn readers into followers and followers into customers. The more value you can offer readers, the more they'll come back to read your posts again. Don't be afraid to take a stand, form opinions on subjects in your industry, and produce content that's worth reading.

Understand your customers' current situations

When your company appears on top of the issues facing your customers and sensitive to their problems, people will naturally gravitate toward what you have to say. If you acknowledge and address news in your industry, your customers will appreciate that you're keeping them informed. Look for ways to keep the timing of your blog posts relevant. For example, in the winter, a plumber might write blog posts about how to keep pipes from freezing, what to do if they do freeze, and similar bits of information that show an understanding of the struggles customers are facing right now.

Producing meaningful content is key to keeping your website visitors engaged and continually returning to your blog. These five ideas will give you the tools you need to produce posts and information that will resonate with your readers and inform them, which can improve your conversion rates and the success of your marketing campaigns.

To contact Chuck Gherman for more information about how Printing Arts Press helps organizations with their Marketing needs through print communications please visit www.printingartspress.com.

What a Little Red Muppet Can Teach Us

Do your children love Elmo? Depending on their ages, chances are they do. Few things bring more delight to children across the country than seeing the furry red character come on screen to sing or explore with children during the special segment, "Elmo's World."

Elmo is known for his fun loving personality, his friendship with the other characters, and his tendency to use the third person, even when referring to himself. Elmo is a Sesame Street phenomenon, a favorite among preschoolers, and a popular toy and collectible as well. What many fans don't realize, however, is how close Elmo came to never even having a name.

Elmo comes to life

The voice actor Kevin Clash is largely credited for creating Elmo. Although the Muppet had been in use in the 1970s, it was difficult for other members of the cast to create a real personality and background for the little red guy. When Clash took over in the early 1980s, the story behind Elmo began to develop. He developed the personality quirks and voice for the character, and the writers began to be inspired to write the background and story for Elmo.

Clash began to bring Elmo to television appearances, and eventually Elmo became famous for even testifying before Congress. As Elmo grew in fame off the screen, he also began playing a much larger role on the show itself. The segment "Elmo's World" arrived in the 1990s, along with the famous Tickle-Me-Elmo doll and a variety of other popular movies and toys. Now it's impossible to imagine Sesame Street without him.

You wouldn't know from the number of books, movies, toys, and television appearances centered around Elmo how close the world came to never meeting this famous red character. The same could be said for any business or startup. Every new company can identify with the little red Muppet, sitting in the corner without much of a personality or backstory, but still trying to get out on the main stage.

The trick to success is to take what Elmo has taught us: that with determination, animation, love, and perseverance we can all make it to the top. No one handed Kevin Clash and Elmo their success. It was born out of inspiration and creativity. These qualities can help any company develop the reputation they need to become leaders.

Even though Elmo did not really make his way to the front and center until more than a decade after the show had begun, he has still gained a solid position as one of the main voices of Sesame Street.

In much the same way, no industry is ever entirely filled or has leaders so established that a newcomer cannot become an industry great. This should inspire those trying to break into their respective industries and remind those who are at the top that they should never take their position for granted. All companies should be working to remain on the cutting edge of what customers need.

Elmo is the furry red Muppet that has captured the hearts of children and adults for over two decades. While children may learn lessons from him about sharing and being a good friend, adults, too, can take away ideas that may help lead them in the business world. Elmo has asserted himself as an industry leader directly due to his creativity and determination, and he should serve as an icon of what these qualities can accomplish today for all of us.


Posted by Chuck Gherman

To contact Chuck Gherman for more information about how Printing Arts Press helps organizations with marketing their needs through print communications please visit www.printingartspress.com.

The 9 Best Business Blogs You Should Be Reading

Ever feel like you're missing out on the latest buzz from the business world? We get it: The sheer amount of info out there can seem overwhelming, but whether you're an entrepreneur, marketer, publisher, educator or manager, it's essential to keep up.

Now, here's the good news: We're here to make it easy for you to keep your finger on the pulse of the industry. We've searched the web for the best, brightest, and most innovative business blogs out there. Add these top blogs to your reading list for a simple way to stay in the loop!

1. You're the Boss (http://boss.blogs.nytimes.com)

This New York Times blog is all about small business, from best practices to breaking trends. Written by entrepreneurs, business owners, and experts from a range of fields, You're the Boss provides a place for small business owners to connect, share their successes (and mistakes), and compare notes from the battlefield.

2. Seth Godin's Blog (http://sethgodin.typepad.com)

Seth Godin, a.k.a. marketing guru extraordinaire, provides a wide range of tips, ideas, advice, and general musings on a range of topics. The best thing about Godin's, blog, however, is simply his quirky, creative writing style, which allows him to be motivational, inspirational, and insightful without ever slipping into cheesy territory.

3. Workshifting (http://www.workshifting.com)

Not only is Workshifting beautifully designed, but its content is hyper focused on its readers' needs and interests. Content melds work and lifestyle topics relevant to today's on the move workforce, with an emphasis on the issues that affect work from home, flex schedule, and other employees who work outside the office environment.

4. She Takes on the World (http://www.shetakesontheworld.com)

With accolades from sources such as the Stevie Awards, Inc., and Forbes, She Takes on the World offers tips of the trade with a focus on female entrepreneurs. Along with content from founder Natalie McNeill, this blog offers content from a series of guest bloggers, expert advice from industry leaders, and articles about work life balance. Yes, it's geared toward women in business, but hey, it's got a lot of great content for guys, too.

5. Pando Daily (http://pando.com)

For the latest in news from the tech front, turn to Pando Daily. Founded by Sarah Lacy -- formerly of TechCrunch -- this comprehensive blog serves as a journal of record for Silicon Valley. Its focus on start-ups, the tech industry, social media, marketing, and almost everything else that impacts the business world makes for interesting reading, as do its interviews with and features by industry insiders.

6. Naked Capitalism (http://www.nakedcapitalism.com)

Naked Capitalism offers a no holds barred look at the current state of the economy and the financial industry, and how it affects business. Economists, investment bankers, political advisors, and journalists make up the contributor list. Expect to put on your critical thinking cap when you sit down to read this thought provoking blog.

7. Anita Loomba (http://anitaloomba.com)

For a clear picture of the confluence of digital marketing and social media, turn to Anita Loomba's blog. Offering helpful tips, best practices, success stories, and the latest in industry news, Loomba covers the ever changing, always increasing influence of social media and business marketing in her accessible blog.

8. How to Change the World (http://blog.guykawasaki.com)

Author, former Apple marketing guru, venture capitalist, and all-around smarty Guy Kawasaki offers hands on advice to entrepreneurs in his How to Change the World blog. Expect to be motivated and inspired, but in a practical, realistic way.

9. Peter Shankman (http://shankman.com/blog/)

Finally, for a dose of humor to lighten the workweek, give Peter Shankman's blog a read. An angel investor and entrepreneur, Shankman has a, shall we say, creative approach to the world of business, and his entertaining writing style reflects it. Plus, he's got some good advice -- so give it a try.



To contact Chuck Gherman for more information about how Printing Arts Press helps organizations with their Marketing and Human Resource needs through print communications please visit www.printingartspress.com.


#print #directmailmarketing #printmarketing

All Brochures are NOT Created Equal

When it comes to marketing your business, professionally printed brochures are a great way to build credibility, while also telling your story. Here are a few tips to help you create successful, sales building brochures:

Focus on your audience and their needs. List benefits your customers will receive by choosing your product.

• Design an appealing cover that motivates readers to look inside. Include product benefits, a thought provoking statement, industry tips, and other items your customers will find valuable.

• Keep it brief. Since brochures have limited space, provide a brief summary of your information, along with links for interested readers to go online and learn more.

• Provide clear headlines that make it easy to find information, along with high-quality imagery that supplements your messaging.

• Consider a creatively shaped or unusually sized brochure to grab attention.

• Include information that encourages the ready to keep your brochure. This may include how-to information, tips and tricks, sales calendars, and more.

• Consider providing a Q&A section to answer questions you think your readers may have when learning about your products or services.

• If your brochure is lengthy (8 pages or more), consider creating a table of contents to pique reader interest and make information easier to find.

• Include a call to action, so readers know how to respond. An 800 number, reply card, website landing page, or email address are all good examples to try.

If you need help creating an effective brochure, give us a call today. We have many samples and creative design ideas your customers will be sure to love. Our creative experts would love to help.


Posted by Chuck Gherman

To contact Chuck Gherman for more information about how Printing Arts Press helps organizations with brochures or other print communications please visit www.printingartspress.com

Top Tips for Improving the Effectiveness of Your Newsletter

Newsletters have a proven track record for creating front-of-mind awareness, establishing and maintaining credibility, and publicizing an organization to the community. Here are a few tips to improve the effectiveness of your newsletter:

• Become a resource by including how-to articles, helpful industry tips and tricks, and links to other articles and podcasts that may be of interest to your audience.

• Feature a special offer or promotion in each issue to track your newsletter results.

• Include a customer testimonial section to highlight customers who are finding success using your products or services. This will not only boost your credibility, but also increase customer visibility.

• Offer subscribers a "sneak peak" at new products. This will make them feel special and encourage them to spread the word about their insider knowledge.

• Create an "Ask the Expert" section, featuring industry experts to answer customer questions. Include the name and business of the customer who asks the featured question.

• Keep track of customer/recipient birthdays and send them a free birthday giveaway or discount.

• Provide highlights from an online customer portal or discussion board where customers can chat about industry trends, new products, and other relevant issues. Include a web link, and encourage newsletter readers to join in the discussions.

• Commit to a regular schedule. Readers will look forward to and expect your newsletter, so inform them if you take a hiatus from the regular routine.

• Post current and archived issues on your website with a link to subscribe.

Give us a call today if you'd like to see examples or need more ideas for creating a newsletter that your audience will look forward to receiving. Our creative experts would love to help.


Posted by Chuck Gherman

To contact Chuck Gherman for more information about how Printing Arts Press helps organizations with employee and customer newsletters or other print communications please visit www.printingartspress.com

Protecting Your Reputation in the Limelight of Social Media

Thomas Paine once said, "Reputation is much easier kept than recovered." There are two groups who understand this better than anyone else: businesses and celebrities. Both groups spend a considerable amount of energy protecting their reputations and promoting the image they want to portray. And both groups have seen this task grow increasingly complicated thanks to the Internet and social media.

Celebrity Reputations

Quick, when you think about Angelina Jolie, what word comes to mind? Probably something like 'humanitarian.' What about Paris Hilton? Her reputation revolves largely around being a party girl. These celebrity reputations are not organically developed. They're carefully orchestrated by publicists and marketing teams, who help the celebrity determine what to say, when they should be seen in public, and what types of stories should be given to the media.

Hugh Grant's experience

Today, Hugh Grant has a carefully cultivated image as a British gentleman and has starred in a variety of romantic comedies. During the mid 1990s, however, the star faced a considerable amount of unfavorable press following his participation in some illegal activities. He managed to save his image, and his career, by giving candid interviews about his own stupidity and then going on to make a variety of hit movies. Now, most younger fans probably don't even remember that past.

How businesses can apply the same concept

As companies grow, some types of negative press are inevitable. It's impossible to make all customers happy 100 percent of the time. Sooner or later, a disgruntled customer will complain about prices, service, or something similar. The trick to successfully maintaining a positive reputation is to address the issue head-on.

Social media and the reputation

Social media has changed customer service. Now, when customers have something to complain about, they're not forced to call a special hotline. Instead, all they need to do is take to the company social media page or blog. They can rip the company to shreds and make their dissatisfaction known for all the world to see. The customer now has much more control over the reputation of a company.

Consider how Hugh Grant planned his comeback. His team worked to help him plan his interviews and create popular movies. He worked past the problem by addressing it bluntly and then looking toward the future. That's also how companies must work.

Celebrities carefully construct their reputations by guarding everything that goes online, similar to how a company guards their own brand and what is posted online. When problems arise, however, they must be addressed, not glossed over. Once the celebrity or company has addressed the problem, they must then focus on providing quality in the future to give people something else to talk about.

For example, if a customer has written a blog post about a genuine grievance, reach out to them to see how the matter can be corrected. If customers post remarks on social media pages, show genuine concern that the customer had such a negative experience and try to make it right. Correct misunderstandings whenever they arise.

Customer service now takes place in the public sphere, and new clients will know if the company doesn't care about past customers. At the same time, once a company has made genuine attempts at restitution, they must focus on providing quality for the future.

Protecting a reputation can be a difficult task in the age of social media, but it's essential if you hope to survive. It involves carefully engaging the public while producing quality services or products that people can appreciate.

Posted by Chuck Gherman

To contact Chuck Gherman for more information about how Printing Arts Press helps organizations with marketing their public relation needs through print communications please visit www.printingartspress.com

How You can Market Your Organization with Community Care Marketing

If your business is looking for a creative way to increase name recognition and drive business, while at the same time giving back to your community and contributing to the common good, here are a few rewarding ideas to try:

• Distribute exclusive coupons for customers who bring a canned food donation to support the local food shelf.
• Post flyers at local organizations and sponsor a unique donation drive, such as "coats for kids" or "toys for tots."
• Team with a local shelter, hospital, or church to organize a giving tree, and encourage customers to take a tag and donate items to those in need.
• Find ways to encourage customers to participate in your goodwill efforts. For example, you could run a campaign such as "10 percent of all sales in December will be donated to XYZ charity."
• Create name recognition by volunteering as a team at local non-profit organizations and by sponsoring local charitable events.

The holidays may be right around the corner, but it's never too late to make an impact in your community. You can easily use a mix of print media (posters, flyers,  postcards, statement stuffers, etc.), social media (Facebook, Twitter, etc.), email marketing, and word of mouth to spread the word quickly. Think the Christmas season is sneaking up too fast? Create a New Year's campaign or a "giving hearts" campaign for Valentine's Day. The options are endless.

And remember, while our hearts go out to others during the holiday season more than any other time, there are always those who are less fortunate than we are and will appreciate our help throughout the year. If you make community caring campaigns a regular part of your marketing, your contributions and goodwill will surely come full circle, benefiting your business and the people who work for you.

Posted by Chuck Gherman

To contact Chuck Gherman for more information about how Printing Arts Press helps organizations with community care marketing please visit www.printingartspress.com

How you can Produce Stellar Ad Copy in the Digital Era

These days, the Internet has asserted its ubiquity on everything from social media and e-commerce to the way consumers communicate and get information. That said, printing and paper based marketing are still strong -- and that's not about to change anytime soon. In this context, it's either you adapt your ad copy to a mix of printing and digital or see your business fall by the wayside.

We don't want that last part, do we?

Here are a few key items to consider as you gradually reshuffle your mixture of print and electronic copy.

Understand the cross device reality

The first thing to understand is the notion of "cross-device" reality. That means your ad content must be accessible and sharable across devices as diverse as personal computers, tablets, smartphones, and notebooks, as well as on the printed page. For example, if you produce a sales letter you plan to mail and make accessible online, make sure you also make it readable on mobile devices. Specialists call this "responsive design," meaning you optimize your content to be viewable on all types of devices.

Don't forget shrink proof paragraphs

Create shorter paragraphs to prevent the shrinkage that typically happens when you move from one browser to another or from a desktop to a smartphone or tablet. Believe it or not, a six or seven line paragraph on a desktop computer might appear fuzzy on a handheld device, turning it into an unreadable chunk that could only confuse and exacerbate your prospects and customers. So make your paragraphs concise and straight to the point. Ideally, you'll want to limit yourself to around 250-400 characters. If possible, you can even adopt the "Twitter rule" and make the paragraph less than or equal to 140 characters.

Speak to the device

Marketers always say it's all about content, content, content. It may be time to start thinking device, device, device. But remember that good old paper based copy doesn't come with device compatibility constraints. That's one reason experts continue to recommend non-electronic promotion as an added tactic. For electronic messaging, though, it's imperative to consider your audience and the various devices they use to access it.

For example, someone checking your ad copy on a smartphone could be at a party or on their way home. Conversely, promotional content you send via desktop email will be read by consumers at work, home, school, and so forth. You get the point. The reader can't be on the go with their PC. The issue of device compatibility is so important that even Google has spoken about it. The bottom line: adapt your ad copy to your target audience, their preferences, and the devices on which they're more likely to read your ad copy.

Love modularity

Make your ad copy modular. You won't regret it. Modular text is content that is not clearly stated in the initial ad copy, but that unfolds when the user shows interest in it or explores it. For example, say you run a fashion e-commerce portal and are running a campaign offering discounts on shoes. You can place modular content next to the footwear, so shoppers interested in, say, matching pants and shirts can buy these items as well.

Heed the power of structure

Structure is very important when it comes to producing stellar ad copy. The buzzword in the industry is content choreography, meaning the way you embed things like text, audio, video, and infographics into your content. You can structure your ad content the way you want, but make sure you keep three key things in mind: a clear description of your product or service; benefits or added value; and a call to action.

Posted by Chuck Gherman

To contact Chuck Gherman for more information about how Printing Arts Press helps organizations with ad copy in the digital era please visit www.printingartspress.com

Your Next Sales Super Achiever

We all want to increase sales and grow our businesses. We also know that hiring and grooming a sales superstar is one surefire way of achieving those goals. Unfortunately, finding and retaining a sales superstar is a difficult task. Until you find the secret to make that a reality, here's an alternate path to consider for reaching your sales goals.

Self-publish a book!

You read that correctly. One of the best ways to increase your sales and grow your business is to author and publish your own book. Self-publishing your book allows you to present your points to your target audience in an authoritative way - just like a sales superstar would.

Now, to be clear, we aren't talking about writing a novel the size of War and Peace. Nor are we talking about writing a prize winning book. This type of book is written specifically to bring you leads and the types of customers who are looking to buy what you sell.

They say everyone has at least one book in them, but no one tells you how to go about writing it. Being an author is on many people's dream lists, but few go about actually accomplishing the tasks needed to bring a book to life. Perhaps that's because writing a book seems so overwhelming. "It will take many years." "I don't know how to write a book." "I don't know what to write about." These are some of the many excuses that stand in the way of making authorship a reality.


It doesn't have to be that way. Here are five simple steps to get you going:

1. Pick your topic title.
2. Make an outline of your main topic and sub-topics.
3. Choose three main subjects to write about.
4. Think about ways you or your products/services go about solving your customers' problems. Come up with 10-20 solutions.
5. Write about and expand on one of those points one hour every day.

It really can be as simple as that. Within a few weeks, you'll have the main part of the book finished and ready for editing. Finding nice cover graphics and having it printed is not difficult.

Imagine being able to hand a prospect your own beautifully printed book. Do you think that would establish credibility and open some doors?

Your own self-published book is the ultimate business card - and the sales superstar you can use to grow your business in ways not otherwise possible. What's more, this kind of sales superstar has no ego and doesn't call in sick either. There's at least one book in you. Start writing it today.

Posted by Chuck Gherman


For more information about Printing Arts Press please visit www.printingartspress.com

Emotional Advertising

Most advertising today is of the "me too" variety. When you've seen one, you've seen them all. The louder they yell: "LOOK AT ME!" the faster you want to toss the ad in the trash, change the channel, or click delete.

Open the yellow pages (if you can still find one!), look inside a magazine or newspaper, listen to a radio ad, watch a TV commercial, or take a look at your mail. Can you see any difference between most of the messages you encounter? Very few of the ads truly stand out.

Why does this ineffective method continue? Because competitors continually monitor each other. They conclude, without any real proof, that the competitor's ads must be working. So they copy each other.

The line of thinking that goes with this method is to hit the audience over the head repeatedly until they cry uncle and buy something. This might work for a company with a massive advertising budget, but it is ineffective for smaller budgets.

If you want to create real wealth and grow your business, dump this method of old school, lazy, traditional thinking.

Start by taking a look at the most critical aspect of any advertising campaign: the message itself. Most ad copy lists a series of features. The better ones will also list some of the benefits you get from those features. But there is still something missing to make it stand out.

Most of us believe that we, as smart shoppers, make our buying decisions based on left brain logic. That may be true when we first start looking at a product or solution, but study after study has shown that most buying decisions are ultimately made with the right brain emotional side.

The way to hit a home run with your marketing messages is to appeal to that emotional side when prospects look at your product or service. To determine what emotional triggers work for your business, you'll need to get inside your product or service to pull out what real solutions it provides. But that's just the start. Next, you'll have to tie the solution you provide to an emotion your prospect may feel about it. What pain does it solve? 

The more emotion you can weave into your ad copy, the more effective your ad will be.

As an example, think about the luxury car market. Specifically Mercedes-Benz. Logically, it makes little sense to spend well over $60,000 to buy one of their higher-end models when a vehicle for less than half the price can get you from point A to point B just fine. How do they overcome this sales problem?

Sure, they provide a list of bells and whistles fit for a NASA space shuttle, but that's not what really sells a Mercedes-Benz. The way they sell one is to appeal to the emotional part of the brain. The ads paint the picture of a countryside drive, sitting inside a quiet cockpit, where you can almost smell the luxurious leather. You can see yourself zipping around the curves while others look at you with envy. Mercedes-Benz is selling status, not just another car.

Emotions drive our purchasing decisions. We all tend to buy products from brands that make us feel good about ourselves or enhance our sense of self-esteem in some particular way.

Emotional advertising is not just for big brands with big budgets. It takes a little mental work to get to the message that will resonate for your audience, but the effort is worth it. Once you get to the core emotional hot buttons, your business and marketing messages will truly stand out from all the clutter.

Posted by Chuck Gherman

For more information about Printing Arts Press please visit www.printingartspress.com