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Effective Marketing Copy Made Easy

Whether you are writing copy for direct mail, email, in-store or exterior signage, or any other type of marketing material, a few simple tricks will increase your ability to grab your audience’s attention and communicate your message more effectively. Here are some fundamental principles of writing great copy that will help you command attention:

Be imaginative. It’s easy to say the same thing in the same way all the time. Break out of the mold. Look for unconventional ways to communicate your message.

Be a salesman. Cute and clever doesn’t get you anywhere by itself. Your copy still has to motivate recipients to action. Be creative, but also be clear. Sell benefits. Give an overt call to action.

Put the customer front and center. Make the customer the center of the message. Talk about their problems, their challenges, and their bottlenecks. Let them identify with the message, then talk about how your products and services can solve their problems. 

Build trust. Part of building a brand and gaining repeat customers is establishing loyalty and trust. Represent your products in a way that is accurate, helpful, and maintains your customers’ confidence.

Hire a professional editor. Make sure your copy meets professional standards. Someone who is “good at grammar” isn’t sufficient. When it comes to marketing, there are rules for punctuation, capitalization, and usage that only professionals know.

Of course, there are other elements to great print marketing, as well. Good layout. Interesting graphics. Compelling offer. But great copy ties it all together.

 

March 17, 2017


 

Questions to Ask Before Any Logo Redesign

A logo is the most visible graphical representation of a company.  It provides an anchor for the visual elements in all of your other marketing materials, and when associated with an excellent product or service, it can carry goodwill and brand awareness.  Conversely, if your logo has low brand recognition or a dated look, it’s time to consider a redesign.

If you are considering a logo redesign, here are some things to discuss with your designer:

  1. What is your unique selling proposition? Where does your product fall on the quality versus price spectrum? 
  2. Who are your competitors and target customers?
  3. What are your plans for how the logo will be used beyond business cards and stationery? This will allow the designer to create a logo that is appropriately scalable. 
  4. If your logo relies on gradients, reflections, or other digital effects, how will it look embroidered on a shirt or imprinted on a promotional item? One test is to look at your logo in its simplest form.  Can it hold its own in black-and-white? 
  5. Can digital enhancements be added for specific applications?

Answering these questions will help your designer position your brand appropriately, both for the market and for the intended marketing uses.

But let creativity abound. There’s no single formula for creating an effective logo.  Consider the highly visible Microsoft, Olympic and Starbucks redesigns.  Microsoft unveiled its first new logo in a quarter of a century last year, adding a splash of color and a graphical element to its name. Similarly, the new Olympic logo spelled out Rio 2016 and used the yellow, green and blue of the Brazilian flag.  Contrast that with the latest Starbucks logo, which uses only one color and no reference to the Starbucks name or coffee.  The green, twin-tailed mermaid represents the brand’s personality rather than the product. 

If logo redesign is important to these marquee brands, it’s certainly something for your business to consider. However, test market any changes with your target audience before embarking on a full-scale redesign. The price of a logo redesign (again) is more than just the cost of the image. It’s the expense of rolling it out across your enterprise.

 

February 27, 2017


 

What Marketers Can Learn from Magazines and Newspapers

Digital marketing channels have an important place in the media mix, but as marketers have learned, ubiquity of presence doesn’t necessarily translate into greater profitability or effectiveness. Recently, an article in USA Today reinforced this conclusion. It discussed the hard copy vs. digital issue from the perspective of traditional print media, and there are important conclusions for marketers.

Despite the pounding that traditional media have taken in public opinion lately, here are a few points from the article worth noting:

  1. Investors are still lining up to make bids for ownership of traditional print news media. In fact, one group offered Time Inc.—not fire sale rates—but a 30% premium for its shares. The offer was rebuffed because management felt the paper had too much value.
  2. Tronc, formerly Tribune Publishing, also refused an inflated offer to buy its shares, even after a bidding war that drove up the price.
  3. Although margins are declining, many newspapers and magazines remain profitable. The fat has been trimmed, and profits are now about cost management and efficiency. 
  4. What isn’t making a lot of money? Digital channels. Readers expect to have access to digital content, but after 20 years of fiddling with revenue models, publishers cannot figure out how to make it truly profitable. Readers expect digital content to be free. The revenues from the digital arms of traditional publications still cannot compete with those from print.
  5. Traditional publications like Time, Fortune, and The Washington Post (along with more populist publications like Sports Illustrated) have something digital channels do not—reader trust and loyalty.

What can marketers take from this? The print vs. digital debate isn’t unique to marketing, and neither are the conclusions.  Whether it’s traditional news media or print and multichannel marketing, print continues to maintain a value and importance in the mix that cannot be replaced by digital channels.  In order to maximize profits and reader (or customer) engagement, you have to include print.

 

February 17, 2017


 

What You Need to Know about Digital Stocks

Today, the range of stocks compatible with digital presses is vast, and thanks in part to the range of available substrates, the image quality competes with (some say exceeds) traditional offset. With all of the advances in today’s substrates, what do you still need to know when choosing paper for your next project? Recently, Joe Schemer, specialty digital product manager for Mohawk Fine Papers, spelled out his advice in Printing Impressions magazine. Here are the “must know” issues he discussed:

1. Digital stocks are available in a full range of sizes to fit today’s press formats. From 8 ½ x 11” to 20 x 29” is standard. Some mills even produce specialty sizes such as 13x30” for banners, dust jackets, and panoramic prints. If you have a specialty need, just ask!

2. Prices for digital sheets have come down. By request, even less common sheet sizes can be produced economically when ordered in volume.

3. Whether it’s extremely lightweight or card stock, or specialty finishes like linen or felt, there is a paper compatible with the press on which you will be printing.  Keep in mind that digital presses can now print on textured stocks, which will increase your response rates.

4. Printing on coated sheets is standard. OEMs are working with paper mills to develop coatings specially engineered to match the stocks certified for their presses. Regardless of the individual paper mill or the presses on which their stocks will be printed, all are working provide stronger ink adhesion, no cracking on the fold, minimal jamming on press, and minimal build-up on press.

5. Despite advances in substrates and engineered coatings, it’s not one-size-fits-all. Digital production still requires matching the paper to the press and taking into account issues such as static, image quality needs, and curling.  For premium projects, it’s worth paying more for a premium stock, especially if you will be producing jobs with photographic images or heavy coverage, because it does produce better results.

 

January 26, 2017