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Andrew Michaels's Articles in Advertising


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3 Basic Questions to Answer before Creating a Brochure Brochures are a great marketing tool because they provide additional (sometimes detailed) information about your business, products or services that you don’t have time to explain in person to potential customers. 3 Ways to Create Better Brochures Brochures are great marketing tools for businesses small and large. And brochures can be used to promote any industry. Brochure printing can be an affordable way to get the word out about your new product, to provide current customers with detailed information about your current offerings or to generate sales leads. A Need to Know the Basics How often do you get a new business card made? Do you get one every few years? Have you been using the same card for the past ten years and don’t feel like changing it anytime soon? Activate Customers with Postcards To produce a powerful and useful postcard campaign, you have to have a good plan. And this plan consists of 5 parts. Are You Guaranteeing Your Services? How often do you use the word guarantee when you mention your services? Asking the Right Questions Sometimes it’s all in the phrasing. The way a question is asked can have a good impact on the kind of answer you’re going to get. This is particularly important if your goal is to elicit a certain response or a certain emotion. The real challenge is to have this kind of impact when you aren’t asking the questions in person. Basic Flyer Design Tips A good flyer can be a great marketing tool for your business. If you design them correctly and then place them in the right locations, they could actually generate a decent amount of revenue for your company. Here are a few tips to help you as you design your next flyer printing project. Beef up Your Marketing with Direct Mailing No marketing campaign is completely with a little postcard printing combined with direct mailing. Business Card Printing Basics If you are just starting out with your own home-based business, one of the essential tools you need for marketing yourself is a business card. Creating Business Cards for Higher Results Before designing and printing your business card, you may want to know the reasons that clients retain them. Just because someone you have met seemed eager to receive your card does not necessarily mean that they will contact you. Custom Envelope Printing: What's in It for You? Appearances are everything in business. Even though your small business provides top-notch services or products, if you look unprofessional to consumers, they won’t believe you to be otherwise. Designing Flyers on a Budget As far as economical advertising goes, flyers are often your biggest bang for the buck. Don’t Let Your Message Get Stale I can only hear the exact same thing said to me so many times in the exact same form before I just get tired of hearing it. Everything You Do Has Marketing Potential You don’t just sit down and say to yourself, “Ok, this is marketing, but nothing else I’m doing is going to be.” Fabulous Brochures Read the following tips to give you some ideas for creating the best brochure possible. Focus on the Message for Marketing Success Here are some reasons why marketing campaigns fail and what to do so that you don’t make these mistakes: Getting Specific: A Folder for Each Occasion When someone is giving a specific presentation, a big presentation, they usually walk around the room ahead of time and hand out information to people. This is typically a packet of various details that cover what they’ll be going over and helps the audience follow along, as well as giving them something to take home afterwards to remember what was talked about. Give a Clear Point by Point Break Down Learning shouldn’t be a difficult process but I often find that for people like me it certainly can be. Giving Off the Best Impression You just can’t help but judge people based on your perception of them. Every time you see something you’re going to immediately start making various decisions about them before you have the big picture. Guidelines for Choosing the Right Commercial Printer Many printers specialize in certain types of printing. Part of what kind of printing a printer does depends on what kind of printing press it has. How Much is Too Much? I’m walking down a very long hallway at an airport—I’m sure this setting is familiar, given that it seems like all airports are nothing but a series of long hallways. As I stroll quickly by I see one poster after another lining the walls. You need to fill that space up with something, after all. How to Organize Your Catalog: 10 Choices When you are planning your catalog, you have many things to think about: What products should I feature? How to Undo Negative Feedback on Your Brand "If you plan effectively, and react boldly, you can actually lead your business out of the depths and on to even greater heights. Here are some tips for managing a crisis: How to Up Your Marketing Response Here are six reasons that might be making your marketing campaign dead in the water when it comes to getting a response from customers: It Isn’t Always About the Best Sellers The front of a catalog is naturally going to be filled with the most prominent items. I’ve said again and again that certain items just need to be given more attention. If these are the things that you know you’re going to make the most money from than these are the things that need to be given all the attention they deserve. Keep Things Consistent For most companies who have a strong department centered on catalog printing, consistency becomes a very important detail. Know the Rules Every industry is full of them. No matter what kind of profession you’re in you’ll be confronted with them. The world of advertising and marketing tips is going to be no different. Let Them See The Inner Workings of Your Business I see shows all the time on TV dealing with what goes on behind a company’s door. This can be as technical as how various products are made in warehouses, or something more akin to how decision are made and other important aspects of how the companies are run. Looking Like a Pro Below are a few tips to help guide you along your way to creating attractive and powerful print ads that can help establish your company‘s image. Make Your Advertising Error Free There are few things worse than taking all the time to design and print out a full color poster only to receive it in the mail and see some kind of error. Maybe a few words are misspelled or maybe the colors look all wrong. No matter what the mistake is, the feeling that comes with it is never pleasant. Here are some tips for making sure this never happens to you. Making the Best Brochures Possible Brochures are not the cheapest commercial printing you could go with. People expect a higher level of quality from brochure printing than most kinds of advertising. Marketing for the Short Term and the Long Term If you want to have consistent sales throughout the year while growing your business, you need to do some short term and long term marketing. Short term marketing usually make sales increase, but the increase only lasts a little while. Long term marketing keeps your sales steady and gives you that constant customer presence that you need to keep your doors open. Marketing Isn’t Something You Just Turn Off There’s a reason why not all small businesses make it in the end. Marketing Specifics: Expanding Your Brand There are two primary things to consider when it comes to expanding your brand name. The first is helping people to know exactly what your brand stands for, and the second is making sure people remember your brand name. Maximizing the Impact of your Newsletters If your small business relies heavily on communicating with your customers (and what small business doesn’t) a newsletter may be a good idea for you. Newsletters allow you to keep in contact with your loyal customers and some prospective customers, while getting feedback from them at the same time. They are relatively inexpensive advertising tools that have much more flexibility than most ads. Offline Marketing Tips to Draw in Business Offline marketing can be cost-effective as well as just plain effective; use these tips to get back to offline marketing while everyone else is online! Partnering Up for Better Savings The smaller your business is, the bigger even the smallest cost can begin to appear. What can really be annoying is when you just know you have to spend the money if you want your company to keep growing. Plan Your First Impression When it comes to most things in life you don’t have that much control over the first impression that you make on a person. Postcard Printing Paralysis If you have hit "printer's block" and are feeling a bit stuck, review these tips to make sure you have covered your bases: Posters: an Economical Advertising Tool Every small business struggles to come up with ways to advertise itself. Advertising is not cheap, and effective advertising tools are very costly. In order for a small businessperson to adequately market itself, it must take advantage of every cost effective marketing tool available. Posters are one of these tools. Proper Timing Marketing comes in a lot of different forms, and with each form comes different important details to be aware of. Quick Tips for Small Business Branding A product's brand is akin to the clothes you put on your body. It is how it dresses and appears to the public. Effective branding adds great value to your product. Simply compare the prices of name brand jeans with discount off brand outlet store jeans. Oftentimes, it is the exact same pair of jeans except with a different label. The value is in the brand. Rejoice if You Have Competition Not very many companies would respond by thinking such a thing. Competition is exactly what you don’t want, is what many companies would believe. These are the people trying to steal away your customers, the companies trying to paint you as inferior to them, and the companies who want to kick you out of the marketplace Results You Can Measure If you’re going to spend money on something, it’s nice to know that you’re getting something in return. Setting Up Your Template: Brochures Here are some tips to make your brochure templates work right from the beginning. Setting Up Your Template: Business Cards What goes into a good business card? Should You Do It Yourself? These days it’s a lot easier to get high quality designing software than it used to be. Not only is the software more accessible but a lot of it is easier to use than it was in years past. This stuff is being designed with the idea in mind that the everyday person is going to be using them, and so it becomes quite easy to work your way around the software and get something made. Show Them You Want More Than Just Their Money The image always forms in a person’s mind that most companies, if not all companies, only want their money. That’s why you’re sending advertisements to them and that’s why you’re spending so much time courting them, because you want what’s in their pocket. Six Tips for Beefing Up Your Brochures Even in today’s technologically advanced world, an old-fashioned advertising tool like a brochure can still have a dramatic impact on your sales. You just have to be smart about the way you make your brochures. Here are some tips that can help you out. Take Advantage of Your Local Status One thing all companies want to do is connect with their customer base. The closer people feel to a company the more important they’ll consider the company and the more business they’ll give it. The Fewer People Doing Something the More it Stands Out It’s probably a safe guess that you have a lot of competition in your industry. Let’s be honest too, you aren’t just competition against people in your particular industry, either. The Importance of Layout If you hand people custom business cards you’re handing them a first look at you and your company. You’re handing them something they’re going to carry around with them. Next time they need a service you offer they’re going to pull that business card out and once again take a look at it. The Many Benefits of Print Advertising In today’s internet world, many companies have assigned much of their advertising budget to web forms. Yet printed marketing tools still need to be major part of any advertising campaign for several reasons. The Secret of Custom Greeting Cards The secret weapon for the greatest car salesman in the world, Joe Girard, was custom greeting cards. This is a little-known fact that surprises most people who study Joe’s selling techniques. The Truth about Custom Business Cards When running a business, it is easy to fall into the “shirk on quality to save money” cycle. Many small business owners try to cut cost any way possible to increase profits, which isn’t necessarily wrong. The problem comes whenever an owner chooses low cost at the expense of professionalism. Things to Know About Ink It seems like such a simple thing, but the impact it can have on the finished product of your marketing makes it worth understanding. Tips for Redesigning Your Logo Whether you decide to overhaul your logo or to update it, take heed of the following guidelines of logo design. Understanding the Printing Process If you want to get the most out of your printing and make sure that your advertisements are the best they can be, you need to know a little bit about what the printing process involves before you bother to get anything done. Utilizing a Grid in Newsletter Printing A newsletter has many purposes and is used by many organizations. Utilizing Posters as a Marketing Tool If you have never before used posters as marketing tool or are needing a new idea for utilizing posters, the uses listed below may help. When to Print Catalogs A checklist to ask yourself if your company is really ready for catalog printing. Who are you Competing Against? A good marketer is likely going to know almost everything that they can about the products they’re promoting. If someone asks you a question you want to be able to answer it like an expert. Writing Tips for Effective Brochure Printing A brochure should be easy to read but also provide a strong incentive for clients to buy the product. Brochures are not only an informational pamphlet but also an advertising piece. Some simple writing tips will help when it comes to creating brochures that effectively advertise your product.

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