Robert Johnston's Articles in Advertising

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  • You’re the Opener and Your Card is the Closer
    When you open a book the two most important parts of it are at the very beginning and the very end. If the beginning of the book isn’t good, if it doesn’t hook you right away, what are the odds that you’re going to continue reading through the rest of it? The book has to give you a reason to care first.
  • Your Logo: The Face of Your Company
    When it comes to all the different ways that you promote and advance your company, your logo stands out as the most prominent thing.
  • You Can’t Control Everything, So Take Control of What You Can
    My intention here isn’t to upset anyone, but it is true that a lot of things can potentially go wrong with a presentation. I’d imagine you’ve had a number of awful little scenarios playing through your head before going into a big presentation.
  • Wrap Your Brand Name Around Yourself
    The second you decide to develop a strong brand name is the same second you accept that until your brand is big you’re going to need to wrap yourself completely around in it.
  • Why You Should Not D.I.Y.
    There’s really no reason not to consult the professionals, but there are a few things you may want to consider for your project before you dial up your printer.
  • Where Does This Go? Effective Poster Locations
    When an advertiser first thinks of the kind of advertising he wants to do, location is usually one of the first questions on his mind.
  • What to Look for in Good Brochures
    If you want to maintain a strong marketing presence you have to have strong marketing to begin with, but what exactly can you do to make sure that you’re designing the best kind of marketing? What’s going to work best with your customers or what’s going to best deliver your message?
  • What to Consider when Newsletter Printing
    Deciding on layout format beforehand will save you from timely setbacks that can cause you to miss your deadline.
  • What Exactly Makes Using Postcards so Cheap?
    The fact that postcard printing is one of the cheaper forms of marketing you can get done is a well known in the world of marketing, but why are they so cheap?
  • What Benefits do you Offer Your Customers?
    Your business has certain benefits that it offers to customers. At least, I hope it does. If it does not, you may want to find a new line of work.
  • View it Through Their Eyes
    How can you give a person what you want if you don’t know what it is that they want?
  • Vague Testimonials Might Hurt You More Than They Help
    Testimonials are often considered the very height of powerful marketing.
  • Using the Right Types of Advertising for Your Message
    Different marketing messages work best with different kinds of advertising. Take a moment to step back and consider just how many different ways there are to market these days.
  • Use Your Competition as a Selling Point
    The more you hide from your competition the more a person starts to wonder why. Are you afraid to talk about your competition because you know they can do something better than you? Are you hoping that your customers won’t hear about anyone else in your industry so you can have their undivided attention?
  • Understanding Active vs. Passive Marketing
    How much do you understand the difference between active and passive marketing? If you want to make good use of both of them you need to be aware of what both of these encompass and how they affect your marketing.
  • Trade Show Marketing Tips
    Here are some tips and suggestions to mull over before you decide to participate in a trade show:
  • Tips for Picking a Designer
    When the time comes to hire out a new graphic designer there are a variety of different things you should be aware of, and keep a careful eye on to be sure you get exactly what you’re hoping for.
  • Tips for Cost-Effective yet Compelling Flyers
    Marketing your brand or products can be a highly expensive business technique, but one that cannot be ignored.
  • Tips for Breaking Into a New Market
    Growth is a natural part of any strong company, and as soon as that growth falters, you can expect your sales to start declining. However, growth can pose a few problems depending on the industry you’re in. Sometimes you can naturally reach the end of your growth potential in a certain market, which will lead you to a new kind of marketing to keep your business strong.
  • Tips for Better Booklets
    Every form of marketing has things that can go wrong if you aren’t being careful. Booklets are no exception, but just as with every other form of marketing, if you know what to look for, you don’t have to worry about anything if you know what they are, and how best to head them off.
  • Tiny yet Powerful: Business Card Printing
    Whether you’re a business behemoth, a fresh franchisee, or one-man-band consultant, the appropriate business card is a must.
  • Tie it All to Your Customers
    I see many catalogs that are quite good at explaining what a product is and what it does. I don’t really have many problems when it comes to know exactly what a product can do, but what I don’t see very often is why I should care about this? How am I going to make use of these products in my everyday life?
  • Three Purposes of Booklets Explained
    No matter the type of booklet, each purpose has different standards to which it adheres.
  • Things You Can Learn From Movie Posters
    If you did I’m sure you saw those movie posters along the front of the building. I bet you there were rows and rows of them, each large and colorful, and each able to grab your eye. Even if the movie itself didn’t look that interesting, the movie poster itself was probably quite a sight.
  • The Smallest Things Can Make the Biggest Impacts
    The thing about small details is that they’re the most often overlooked. When you’re facing something like a major project that ends with a very important presentation, the biggest thing on your mind is going to be doing the best job you can on that presentation.
  • The Right Type of Change
    Change is certainly a necessary part of marketing for every single company out there. You can’t stick around for very long if you aren’t keeping track of your marketing and figuring out the right things to change.
  • The Outline of Good Marketing
    Every marketing push has a basic outline that stretches from the beginning to end and deals with the various things you have to do in order to make it successful.
  • The Many Uses for Labels
    I remember when I was a kid I got hold of a label maker. It would print off basic statements on little strips that you could then stick to whatever you wanted.
  • The Four Parts of Calendars
    Calendars are one of those promotional tools that work for you year ‘round. They sit in front of your customer day after day, keeping your logo in front of them all the while. What more could you ask for? Besides more sales, that is.
  • The Convenience of Labels
    The best brand names are the ones that are on everything a company does. It doesn’t matter how big or how small, that brand is everywhere. A person can’t help but see it when they look at anything associated with your company.
  • The AIDA Marketing Model
    Posters are a cost-effective way to promote your business or product. But to be most effective, you need a great poster design that is eye-catching and also gives people valuable information.
  • Thanking Them For Their Time
    Any kind of interaction with any customer deserves a follow up with them no matter what.
  • Stop Playing Up Your Prices and Get Customers in Your Door
    When a small business is trying to forge its way into the marketplace, the fallback strategy is usually to focus on price. “We have the lowest prices in town” and whatnot. Yet, this pricing strategy hardly ever works.
  • Some People Like to Be Invited
    Odds are when people come across a new business there are going to be three primary reasons why they don’t bother going in. Either they don’t have any need to, they don’t know enough about the company to feel comfortable going in, or they don’t even notice the business exists.
  • Set Your Marketing Up in Advance
    You never want to leave something as important as marketing up to the last minute. The further ahead you plan out what you plan to do the better organized you’ll be to handle it when the time comes to start implementing your marketing agenda.
  • Researching the Market
    As the most important part of marketing research should always be a strong element of your marketing department. I can’t think of anything that would be of a greater concern to a marketer than keeping a careful eye on the marketplace.
  • Quick Alterations
    I come across too many companies who don’t know much of anything about label printing, and because of this fail to capitalize on what it can do to help their marketing, and help save them money.
  • Product Label Printing
    Before printing your product labels, keep these important tips in mind:
  • Printing Postcards for Professionals
    Postcards are an inexpensive and effective method for promoting your professional services. You can use postcards to promote special deals, seasonal sales, or simply keep your brand in front of your customers on a regular basis.
  • Poster Printing: The Materials and the Message
    Posters will fit just about anywhere so long as your posters are designed with the right materials and have the right advertising message.
  • Never Take Your Customers for Granted
    I hate it when a company just takes my business for granted. I can tell when it’s happening, and each time it does I find myself inclined to stop providing any business to that company anymore just out of spite.
  • Never Plan on Word of Mouth Marketing
    It’s kind of sad that one of the most powerful forms of marketing is also the most unreliable.
  • Network for the Life of Your Business
    Just like a person, a company who stays home alone will not accrue many friends. For your business to be known it is essential you engage in extensive networking. Today, networking can take on many shapes and forms. These exist both in the interactive and offline worlds.
  • Must Have Marketing
    Some people have a grudge against marketing, or like to avoid it as much as possible if they can. They don’t think that their company is going to need much marketing in order to survive. They can sell themselves based on the service they provide and general word of mouth.
  • Measure What Works
    Given the price tag that often comes with marketing pushes, it’s nice to know when your marketing is working. No company is going to be happy to find out that all of the time and money they put into their marketing yielded hardly any real sales when everything was said and done.
  • Make Your Associations Well Known
    One of the best ways to boost up a company’s image in the public is by joining up with a charity to help out. Usually this kind of partnership is going to deal with you donating a certain amount of money to them, or holding some kind of sale to specifically promote you’re helping them out.
  • Logo Reference Materials
    If you have decided to design your own logo but aren’t sure where to start or if you can’t come up with any ideas, here are some resources that will educate and motivate you.
  • Lend a Helping Hand
    What exactly is the image you present to the public?
  • Knowing Which Market is the Right One for You
    Finding the right market for your company can be a very difficult task.
  • Knowing the Specifics: Labels
    A label is really just a sticker with a specific message on it. Defining exactly what that is can be a tad problematic because labels are often used for a wide variety of different purposes. One fairly consistent aspect of them though is the company name and logo on them.
  • Knowing the Specifics: Envelopes
    Specifically using envelope printing for marketing means that you have some message or connection to your company on the front of the envelopes. Typically this may mean just having your company name and logo on the upper corner of your envelope.
  • Know What Your Customers Want to Read
    Newsletters are something that can be a little hard to immediately define.
  • Keep Yourself Fluid
    The company that refuses to change is a company that isn’t going to be around for very long.
  • Keep Your In Store Advertising Strong
    The most common drive in advertising is to get people into your store. Everything you send out is done with the express purpose of increasing the foot traffic as much as possible.
  • Keep a Careful Eye on Your Colors
    I remember when I was younger and in elementary school we did a little project where we each wrote down what our favorite color was. The teacher then told us about different traits associated with those colors, and different things it might suggest about us because of the colors we picked.
  • It’s the Little Things that Add Up the Most
    Marketing is a very large concept. People attempt to push it down into a small category all the time, but true marketing is so broad you can’t really define it as a single thing.
  • Is it For You: Booklets
    What exactly do booklets do?
  • How to Make Your Brand More Exciting
    It’s too bad that not everyone gets as excited about your product or company as you do. Unfortunately, not all businesses are sexy or have sexy products.
  • How Long Will They Keep It?
    Tradeshows are filled with freebies at practically every booth I go to.
  • Greeting Card Design Tips
    When you are ready to design or do your own greeting card printing, there are a number of important aspects of which you need to be aware:
  • Go Beyond the Basic Calendars
    Each year during December through January the flood of new calendars will hit the market. Along with all the companies selling them will come the places handing them out for free instead.
  • Go Beyond Information
    The more connected I am with a company the more I trust them and the more I’m going to be willing to devote my time to them.
  • Getting the Best Prices
    No one wants to pay more for something then they have to.
  • Generate Interest and Excitement With a Contest
    I don’t see contests even remotely enough.
  • Forming Your Checklist
    When going to an event of any kind I’m sure the first thing on your list to bring will always be business cards. This is the obvious one, but what else should you bring? Maybe some current marketing material or maybe some kind of free item to give away, but is that all?
  • Finding Your Place
    I’ve written, at times, about how to effectively design eye catching brochures that drive sales, but I fear that I may have neglected to mention one of the most important aspects of marketing with brochures - placement.
  • Find the Middle Ground
    More often than not the posters I see suffer from too much or too little.
  • Don’t Stretch Your Templates Too Thin
    The very purpose of creating a template is so that you can use it more than once and create multiple advertisements from it.
  • Don’t Limit Someone to Just What They Can Remember
    A lot of important presentations are also very long. They might have a half hour speech and those speeches are often filled with various slides and other things to emphasize certain points.
  • Don’t Get Too Complicated
    Sometimes there can be a fine line between something that looks interesting and something that looks cluttered and confusing.
  • Design Everything Together
    Here’s a tip for anyone who needs to design a large amount of material that’s going to be used all at once: design all of it at the same time.
  • Custom Business Card Design Ideas
    When it comes to custom business cards, the easiest way to customize them is to use the back as well as the front.
  • Creating a Marketing Plan
    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.
  • Cover Design Tips for Booklet Printing
    Booklet printing is simply a small book, such as a catalog, operational manual, or informational pamphlet.
  • Cover Design Tips for Booklet Printing
    Booklet printing is simply a small book, such as a catalog, operational manual, or informational pamphlet.
  • Consider Things You Like in Other People’s Marketing
    I was standing around once at a tradeshow talking to someone at a booth. We weren’t really talking business per say, more just talking about the event itself, and various other elements of small talk.
  • Combine Action With Words
    Any company can say they have good customer service, but do they really have it? A company can say they have the best deals in town, but how often do they try to prove that they do?
  • Choosing a Postcard Printing Company
    Here are a few items you can look at to give yourself an idea of whether or not a company can handle your custom postcard job:
  • Calendar Ideas
    The topic of a calendar is going to be the deciding factor on whether or not a person actually decides to keep it and put it up, so you need to pick something your demographic is interested in.
  • Brochures In a Glance
    The basic brochure is going to say quite a bit.
  • Break Out of the Envelope
    Just the other day I received one of many advertisements in the mail. It came in a largely blank envelope, all white except for the name of the company along with a single message in the upper corner of the envelope that said something to the effect of Great Offer Inside.
  • Before You Begin Your Business
    Every business began with an idea. Before the buildings were constructed, the logos made, the advertising distributed, there was simply an idea behind it.
  • Are You Listening to Your Customers?
    Ever noticed something like this before: you get a newsletter in the mail each month from a company. They have a section in the newsletter where people can write in and offer suggestions. They print whatever suggestions they like, and you usually sit back and think that many of these are quite good.
  • Advantages of Custom Folder Printing
    When your client walks into the office requesting information on your services, you probably have several pieces of information to give out.
  • A Strong First Marketing Push
    The first marketing push that a business does can be one of the more important one you’ll do.
  • A Small Market Doesn’t Mean Small Effort
    There are a variety of great reasons why you should check out a niche market for your company.
  • 8 Great Words to Use on Brochures
    Brochures are effective marketing tools, and they have been for a very long time. But in order to get your brochure noticed among the millions of others out there, you have to have an attention grabbing front page.
  • 5 Tips to an Enduring Brochure
    Brochures have three basic elements: copy, design and photos. The way these three elements interact can decide your brochure’s effectiveness.
  • 4 Non-Traditional Ways to Use Postcards
    When it comes to a mail campaign, the direct mail piece that will net you the best ROI (return on investment) has got to be postcards.
  • 10 Tips for Newsletter Printing
    The following 10 tips for newsletter printing can help you decide if a newsletter is really right for your company.
  • "Catalog Printing: Giving Product Photographs Their Due Attention
    Images are one of the most important aspects in advertising, and catalogs are no exception.
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