The Importance of Market Research Brochures, tear sheets, business plans, marketing campaigns, direct mail, catalogs, reports and sales information sheets need to land in a writer’s in-box first. Researching the product or service before writing is the most important step, and is often ignored. So, what information should be studied prior to writing? – What… Continue Reading →
People tend to do business with companies recommended to them by their friends and colleagues. Regardless of the product or service, a consistent client list and a positive referral file will inspire confidence in a new customer. Recruiting new clients is only the beginning; keeping client files current and maintaining positive customer relationship is what… Continue Reading →
Knowledge of your target audience provides focus for marketing and advertising campaigns and makes it possible to measure results. Research is the foundation of a marketing plan. Using an existing database is one approach to researching target audiences. Databases house information about what customers have purchased, when, how much it cost and what promotional offers… Continue Reading →
A corporate identity will span the course of your entire business, from your logo to your business cards and letterhead. It’s designed to create a brand identity for your company, product or service, and evoke an emotional response from your audience. Whatever your size, whether you’re a mom and pop or an international megacorporation, a… Continue Reading →
Lance landed a direct marketing campaign for Super Toaster Ovens in April. After researching their target audience and conducting a focus group, he designed a tri-fold brochure. Using a list he obtained from a marketing firm, he dropped a bulk rate mailing the second week in June. Later, Lance received a phone call from his… Continue Reading →
In business, the first 30 seconds of a presentation determines whether or not an audience is going to listen. Proper preparation is the first step to winning an audience. Making a positive first impression and dressing for the part is second step. Be consistent with the introduction and conclusion, focusing on objectives, advantages, benefits and… Continue Reading →
So, What’s the News? That’s how a colleague of mine recently approached me and asked how I was doing. Because we had little time, she basically wanted the bullet points on my life in a quick summary. It’s likely that your clients want the same thing from you. If you’ve wondered how best to reach… Continue Reading →
The process of producing an accurate sample of a document or printed piece for internal or client review is called proofing. Composite proofing, also known as comprehensive proofing, is used in commercial printing and produces an output of the document’s images, line art and text elements. Off-press proofing checks for a document’s images, pagination and… Continue Reading →
Developing a solid relationship with an ad agency will greatly benefit your product or service in the marketplace. That statement might seem overly simple, but in fact, it’s the first step to planning a successful campaign. When responsibilities are unclear on either the firm or client side, relationships break down and campaigns can suffer as… Continue Reading →
The purpose of a business plan is not to evaluate the business and move forward, but rather to sell its purpose to prospective investors. Essentially, a business plan is a sales document. Business plans are sometimes confused with marketing plans, known as the blueprints to a business. Marketing plans are detailed documents about business planning,… Continue Reading →
The headline is the first information a potential consumer reads in a sales letter, so give some thought as to what it will include. What is the benefit of using the product or service? For example, an appropriate heading for a business sales letter could read, “48-Hour Turnaround or It’s On Us.” The heading is… Continue Reading →
Many e-mail users go through dozens, even hundreds of spam messages mail (unsolicited commercial e-mail, the online equivalent of mass direct mail) every day. And just as many people throw away junk mail, Internet users often delete spam e-mail without reading it. Though it’s nearly impossible to craft direct e-mail that everyone will read, there… Continue Reading →
Press and news releases are integral parts of a press kit, in addition to profiles, photos, business strategies, mission statements, testimonials and press clippings. Each part of a press kit provides an information byte for the media and general public to learn more about your business. That’s why it’s so important to have an organized… Continue Reading →
Listings are an integral medium of advertising for small businesses. The Yellow Pages, business directories and notification ads are examples of listings. The difference between listings and traditional advertising mediums is that consumers seek them out. For example, consumers looking for a plumber are likely to look in the Yellow Pages. Whereas traditional advertisements are… Continue Reading →