Buy Appeal Marketing

2009-06-28T16:18:00.004-06:00

July 2009 Issue

This month, my friend and teammate Mary Walewski of Buy The Book Marketing explains how to research your niche using resources found in your library and online.

Tailor Your Book to Your Market: 7 Tips to Researching Your Niche

By Mary Walewski Copyright © 2009

Most authors working on a first book never really give any thought as to who their book is for. “It’s for everyone!” I’ve been told with a radiant smile. As a marketing person, this declaration makes my heart go into my shoes.

If a book if for everyone, it’s really for no one. Probably the biggest mistake any first-time author makes is to think that just because they find their subject fascinating, that everyone else will too. Some people will find your topic fascinating; but a lot of people will not. Your job is to write to those people in that narrow little niche who are likely to buy.

But won’t that limit your book sales? Let’s take a hypothetical example:

Say there are 3 million people in the United States who are interested in your topic. Two million of them regularly spend time on the internet. One million of them discuss the topic on online forums. If you spent time networking and posting on forums, maybe 5% might like what you post, go to your website and buy your book. Could you live with selling only 50,000 books?

That little niche looks a lot more attractive now, doesn’t it?

Take some time during the first draft/research phase of your writing to really research who your potential audience is. Keep and add to your research as you write your book. Your payoff really comes when you formulate your marketing plan. You’ll know your market inside and out!

Here’s my seven best ways to research your niche:

1. Go to the library and throw yourself on the mercy of the reference librarian. You don’t really need to beg or anything - librarians mostly like to help people. Look for general books on your topic, also do a search of their periodicals, electronic databases, and depending on their collection, scholarly manuscripts. You want to know who’s writing about your topic, whether those books got any reviews or press, and whether the average public library has seen any demand for books or information on your topic. If your topic is more scholarly or esoteric, do your search at a college library.

2. Do keyword research to find out if anyone’s looking for information on your topic online. Go to Google’s keyword tool at http://www.google.com/sktool/. Type in keywords and see how many people are searching for information relating to your topic. This gives you two valuable pieces of information – how popular your topic is and what keywords should be included on your website so you can be found.

3. Set up a Google Alert on your topic using some of those same keywords. Go to http://google.com/alerts. You can have alerts from the news, websites, blogs, video, and groups. You can also decide if you want to receive the alerts daily, weekly, or as it happens. I prefer daily if I’m in a hurry; weekly updates if this is an ongoing research project.

4. Those alerts should include blogs and groups. Take the time to bookmark or subscribe to blogs you find interesting. Read them for a while, and then post comments on them. Hopefully you will develop friendships with bloggers on your topic. Consider starting a blog yourself so you can refer people back to your blog. Building this online platform will pay big dividends as you build an audience who will anticipate the arrival of your book. Join groups for the same reason. You can find hundreds of them on Yahoo Groups and Google Groups. Just remember to listen before your speak. Contribute to the group offering good information; don’t just promote your stuff. (In fact, if that’s all you do, you might get kicked off.) I also recommend following the Mom Rule when it comes to posting content on the internet: never post anything you wouldn’t want your mom to read.

5. Join local and national associations that have to do with your topic. Attend the meetings and conferences, read the newsletters, get involved.

6. Join groups on your topic on Facebook and/or LinkedIn depending on what’s appropriate. You’ll get acquainted with like-minded people and have the opportunity to ask and answer questions – a good way to build your reputation as an expert.

7. Use Twitter for asking questions and taking impromptu polls. As new as Twitter is, it has become an amazing venue for taking the pulse of your market.

About Mary Walewski
Do you want to market online, but you’re not sure how to start? Mary Walewski of Buy The Book Marketing, provides online marketing services including marketing plans, home study courses, and coaching to authors and entrepreneurs. Get free tips at my blog: www.buythebookmarketing.com.

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What if YOU could know more secrets from an award-winning graphic designer that would help you create amazing marketing materials in a few hours, would you want to know how? Find out now at www.BuyAppealMarketing.com

Karen Saunders is the author of Turn Eye Appeal into Buy Appeal: How to easily transform your marketing pieces into dazzling, persuasive sales tools! Hundreds of business owners have used her simple do-it-yourself design system to create stunning marketing materials that really SELL their products and services! To learn about this indispensable book, click here: www.BuyAppealMarketing.com

P.S. See that envelope icon below this posting? If you click on the envelope you can email this posting to a friend.

2009-05-27T12:51:00.014-06:00

June 2009 Issue

How to brand your business and launch your brand online . . . without losing your money or your mind!

A great idea can hit you anywhere. It can wake you at 2:00 a.m., so compelling that you jump out of bed, put on a pot of coffee, and begin outlining your business plan.

Remember, though, in the heady rush of dreaming up the business, to build a launching pad for it. In other words, a presence on the Internet. Because in today’s buzzword search-engine climate, a website is the most powerful marketing and sales tool available to any company, large or small, cottage industry or inspired solopreneur.

You don’t need to be a cyber-genius to go online and get results. But unless you have a clear business objective and message, you could waste a lot of time and money without accomplishing much. Here are seven steps to guide you in developing your website. Use this system as a clear roadmap, so you don’t find yourself wandering in circles. Don’t lose your mind — just grab a grande latte, sit down and think things through; ask yourself questions you probably already know the answers to.

Step 1: Strategize

Talk strategy with your website designer — clarify how your business goals and objectives translate to a website. You can’t create an effective website design if you don’t know what you want the website to do for you.

Step 2: Define Your Target Market and Niche

What overall customer base do you serve? — that’s your target market. Who are they? Any particular field or industry? What characteristics, interests, or needs do they have in common? Within that customer base, find a smaller group that’s a more specific fit for your product or service, and which may not be served by your competitors; or both — that’s your niche. If your target market is people in job search, for instance, your niche might be people in job search, over 50, who don’t just want to change jobs, they want to change careers.

Why do you need to define your target market and niche? Because: (1) you can’t be all things to all people; (2) you and your customer base need to find one another; and (3) the more specific you get, the more your niche will feel you understand them and can serve their specific needs.

Step 3: Position Yourself

If you’ve done your homework, then you’ve researched the competition. Who are they? What sets you apart in terms of customer base, quality, service, and other aspects? What makes you unique? Look for gaps in the market that aren’t being served – those gaps will help you position yourself and define your niche. Plus, it’ll help you hone your offerings, making you the expert who is sought out for your know-how.

Step 4: Describe “What” and “How”

Whether you’re selling a product or a service, what you’re offering has to solve something or offer something for your customers. How it does that is key to making them choose you — delivering the goods. If you can’t describe the “what” element, your customers won’t know you have a product or service that might benefit them. If you can’t describe the “how” element, your customers won’t be clear that it is doable, usable, and of value. The “how” element also gives, in precise terms, the ways in which the product or service will provide the results customers want. It is a descriptive roadmap from Point A (their need or want) to Point B (the results or benefits).

Step 5: Brand Yourself

Let’s say you’ve already named your business. Now you need images, words, feelings, to make it distinctive. To make it a brand. Branding involves several elements:

• Perception – How do you want your customers/clients to think about your business? How would your customers describe you and your business? What value do your products/services provide, and how do you want the world to perceive that value?

• Logo – Clarify your message based upon the perception you want your customers to have about your business, your niche, and how you want to position yourself. Distill that into an image that will be the visual representation of your company: your logo.

• Tagline – Then translate that into a powerful, compelling tagline. Keep it brief (3-7 words). Make it memorable. Be sure it fits your business. The best taglines are evocative, meaning they conjure images, thoughts, and feelings.

• Graphics – Choose visuals that best express and integrate with your logo and tagline. Support your message with every visible aspect: colors, typeface, styles, and other graphic elements.

Step 6: Create Your Website

The nature of your business will drive and designate your website by topic — e.g., content, features, directions, contact info, blogs, links, biography, photos, itineraries. Then start writing your copy, making sure its tone fits the website design. State the key benefits clients will receive, the key values you deliver, the key concerns you share.

What topics your does website needs to cover? — use that list to create your website pages. For example, a lecturer or public speaker may need a:

• Home page
• About page
• Who We Serve page
• Presentations/Keynotes page
• Workshops, Classes, and/or Retreats page
• Products (books, CDs, DVDs) page; Shopping Cart
• Meeting Planners page; Contact page
• Blog page; Resources page; E-zine; Special Reports
• Media page/Press room

Design and develop your site using your visual brand elements (logo, color). Review and test it before going live, to make sure everything works, error-free. Offer a free report or e-zine that provides value to website visitors, while building your list at the same time.

Subscribe to an auto-responder program, to make it easy to follow up with prospects and send out broadcasts to your clients. Then go live and do a final testing to ensure accuracy on all platforms.

Here are a couple of websites we've recently created for speakers:
www.FlairForGenius.com
www.ClearPictureLeadership.com

Step 7: Optimize, Market, and Network

First, identify your search engine optimization (SEO) goals and your return on investment targets. Hire a specialist to do foundational search engine optimization with meta-tags and images. With your specialist, set up monthly, robust search engine optimization strategies, driven by your specific goals.

Next, establish search engine marketing (SEM). Set up pages on and participate in social networking sites. Post comments on blogs that relate to your business, customer base, and overall market. Write and publish articles offline and online for inbound links.

These seven steps aren’t simple, and they take work, but they generate results and this year you just might watch your business take off. With a powerful brand, backed up by a website that delivers.

Are YOU ready to create a powerful brand and produce a website that delivers? Visit my website to receive a FREE 60-minute audio “Put the Bling Into Your Brand” and to learn more about our extraordinary branding, graphics and website design services: www.BrandingAndWebsiteDesign.com. Or call me toll-free 888-796-7300 to discuss your project. My team and I would be happy to give you an estimate of costs.

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What if YOU could know more secrets from an award-winning graphic designer that would help you create amazing marketing materials in a few hours, would you want to know how? Find out now at www.BuyAppealMarketing.com

Karen Saunders is the author of Turn Eye Appeal into Buy Appeal: How to easily transform your marketing pieces into dazzling, persuasive sales tools! Hundreds of business owners have used her simple do-it-yourself design system to create stunning marketing materials that really SELL their products and services! To learn about this indispensable book, click here: www.BuyAppealMarketing.com

P.S. See that envelope icon below this posting? If you click on the envelope you can email this posting to a friend.

2009-04-28T13:28:00.005-06:00

May 2009 Issue

Polish Your Book Interior with These Proven Typesetting Techniques

Choose Appropriate Fonts

A quick look on your software reveals myriad choices of fonts and you can always find more! But like shopping in a candy store, you have to make judicious selections.

It is important to select appropriate fonts to communicate your message to your readers, particularly when dealing with titles and headlines. Why? Because specific fonts can evoke a certain attitude and feeling that reinforces your intended message.

Fonts for Headlines

Choose a bold font with the right personality for your book. After all, fonts (like people) have personalities, and different designs will appeal to people of different ages and backgrounds. Some common bold fonts are Helvetica Bold, Gill Sans Bold, Eras Bold, Univers Black, and Franklin Gothic Demi. Steer away from fonts that are so stylized and decorative that they are difficult to read.

Typically book designers use a 13-, 14-, 16-, or 24-point size for headlines and subheads. Avoid using all capital letters for your heads, subheads, or table of contents, because they're difficult to read.

Fonts for Body Copy

The font you use for your body or text copy can have some personality, but make sure it is readable. Some easy-to-read fonts that are good choices for body copy are Garamond, Caslon, Goudy, Stone Print, New Century Schoolbook, and Janson Text. Typically, book designers use a 10-, 11-, or 12-point size for body copy. If your readers are either very young or senior citizens, then choose a simple, well-designed font in a larger size (13- or 14-point) so the font can be read without strain.

Paragraph Alignment

Most books are set with full-justified body copy, because the reader's eye can move more quickly across copy that has a consistent column width. Full-justified copy means the type is spaced in a way that both the left and right margins are straight and all lines are the same length. Using justified type makes a page look full and creates a tighter, more formal appearance than type that is not full justified (for example, text that is set ragged-right).

Set your column width to allow for at least a 1" to 1.25" gutter, and a .5" border for top, bottom, and outside edges. The larger measurement for the gutter allows the reader to see the entire layout without having to open the book to a point where the spine cracks and is damaged.

Word Spacing

Proper word spacing creates greater legibility and is also more pleasing aesthetically. Make sure there is neither too much space nor too little space between words. Too much space creates vertical "rivers of white" coursing through the pages, which is often seen in newspapers that have narrow columns. Page layout programs provide accurate controls for adjusting word and letter spacing (kerning).

Leading

Leading is the space between lines of type. Your choice of font, type size, word spacing, and length of line all affect the amount of leading you will need. Some visual judgment comes into play.

Length of Line (Column Width)

Reading many long lines of type causes fatigue. And lines that are too short break up words or phrases that are generally read as a unit. The length of line depends on the size of the type. Smaller type works best at shorter line lengths, while a larger type size is readable in a wide column length. A good rule of thumb is to set the line length between 40 and 65 characters long.

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What if YOU could know more secrets from an award-winning graphic designer that would help you create amazing marketing materials in a few hours, would you want to know how? Find out now at www.BuyAppealMarketing.com

Karen Saunders is the author of Turn Eye Appeal into Buy Appeal: How to easily transform your marketing pieces into dazzling, persuasive sales tools! Hundreds of business owners have used her simple do-it-yourself design system to create stunning marketing materials that really SELL their products and services! To learn about this indispensable book, click here: www.BuyAppealMarketing.com

P.S. See that envelope icon below this posting? If you click on the envelope you can email this posting to a friend.

2009-03-29T22:55:00.026-06:00

April 2009 Issue

A note to my Graphics Image Builder ezine readers: Below my exciting news is some valuable information on how to create dynamic book covers that will attract book buyers.

The MacGraphics Team Produces a Lucky 7 CIPA EVVY Book Awards for Our Clients!

Happy faces from left to right are editor Joyce Miller, editor Melanie Mulhall, author Eric Jensen, myself, graphic designer Kerrie Lian and publisher Mary Anne Harvey.

The MacGraphics book design team produced 7 EVVY awards and one Tech award at the 15th annual Colorado Independent Publishers Association (CIPA) EVVY Book Awards Banquet held Saturday March 28th. The star of the night was my good friend and gifted graphic designer Kerrie Lian. She won a 2nd place Tech award for her compelling book cover design for Tears of a Warrior written by my clients Tony and Janet Seahorn. She also designed the interior of the book. Shown below are myself and Kerrie.

Tears of a Warrior also won a 1st place EVVY Award (overall book design, writing, editing and production) in the Non-Fiction/Experiences category. Tony and Janet had a previously scheduled engagement and were not able to attend the event but they were both very honored to receive the award. My friend and colleague, Karen Reddick did a fantastic job editing the book and Mary Walewski is helping the Seahorn’s market their book.

My client Eric Jensen took home two EVVY awards for his book, Forever and a Day. He won 1st place in the History category and 2nd place in Memoirs. Kerrie’s fabulous cover and interior design was very much a part of those wins. Joyce Miller did a great job editing the book.

Shown above are myself, Eric and Kerrie. Shown below is Eric's book cover.

Kerrie also designed the cover and interior of But I Don’t Want Eldercare! written by Terry Lynch and published by my client The Legal Center. Mary Anne Harvey of The Legal Center graciously accepted two EVVYs for the book: 2nd place in the Diet/Health/Fitness category and 3rd place in the Parenting/Family category.

Shown above are myself, Mary Anne and Kerrie. Shown below is Terry's cover.

My client Jim Keelan won a 3rd place EVVY for his book, How to Maintain Your Sanity in an Upside-Down World. My good friend and colleague Melanie Mulhall did an excellent job editing his book and accepted the award on behalf of Jim who wasn’t able to attend the banquet. Kerrie Lian had a hand in this book too. She designed the cover using Fred Eyer’s clever and whimsical illustration. Ronnie Moore designed the book interior. Shown below is Jim's book cover.

My client Dom Testa won his third EVVY. He took home a 1st place in the Juvenile category for Galahad III: The Cassini Code. This is the third book in his Galahad series to win an EVVY. It was a pleasure to design all three of his covers using David Hardy's fabulous paintings. Dom mentioned that his Galahad series may be optioned for a movie pilot. How very exciting!

I thoroughly enjoyed working with such a talented group of professionals this year, and I’m excited to create much more collaboration in 2009. Way to go team! Congratulations to all of you.

Tips for Designing Award Winning Book Covers

Keep in mind these elements when designing covers and interiors for your books, big and small.

Front Cover
The front cover presents your book title, subtitle, and your name. Golden opportunities often overlooked are including endorsements and short testimonials from VIPs.

I recommend using bold, contrasting lettering on the front cover. When choosing colors, consider how these colors will look when converted to black and white so your cover will reproduce well in black and white ads, catalogs, and flyers. Also make sure the font you use for the title is legible from a distance and appropriate for the book’s subject.

Covers that scream “amateur” and have a “made-at-home look” make it difficult to sell your book at all. That’s why it is best to seek the services of an experienced book cover designer. A designer has the creativity, skills, software, access to stock photography, and printing knowledge that will make your cover stand out above others in the marketplace.

Spine
Your name, book title, and publishing company logo show up on the spine. Make sure the information on the spine is clean, uncluttered, and legible. I recommend using bold, contrasting lettering on the spine as well.

Back Cover
Place the category name in the upper left-hand corner to help bookstores shelve your book properly. Write a headline that clearly addresses who should buy the book. It should be followed by sales copy explaining what the book is about and bulleted items listing the benefits to readers.

I recommend including no more than three testimonials and endorsements, as well as your bio and photograph. Close to the bottom, put “sales-closer” copy in bold print. Position the price in the lower left corner of the back cover. Also include the 13-digit ISBN number for cataloging and the bar code in the lower right corner (below ISBN number), which stores use for scanning information and price.

Don’t forget to include credits for your book cover’s illustrator, photographer, and/or designer.

Paper Stock for Book Covers
The standard perfect bound book cover (soft cover) is 10 pt C1S (coated one side). Curl-free film laminate that comes in gloss or matte finish will protect the ink on the cover. UV (ultra violet), aqueous, and varnish can also be used to protect the cover but are not as durable as lamination. Dust jackets are usually printed on an 80# or 100# C1S. In a casebound book (hard cover), the boards can be covered with a B grade cloth, leather, or paper and foil stamped. “Litho” (hard cover) books usually have an 80# C1S Litho paper laminated to a .88 pt. board.

Remember, book cover design is a form of packaging—and good packaging attracts buyers to products. That’s why successful organizations spend millions researching and developing the best product packaging possible.

Next month I’ll share my insights on how to design professional book interiors.

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What if YOU could know more secrets from an award-winning graphic designer that would help you create amazing marketing materials in a few hours, would you want to know how? Find out now at www.BuyAppealMarketing.com

Karen Saunders is the author of Turn Eye Appeal into Buy Appeal: How to easily transform your marketing pieces into dazzling, persuasive sales tools! Hundreds of business owners have used her simple do-it-yourself design system to create stunning marketing materials that really SELL their products and services! To learn about this indispensable book, click here: www.BuyAppealMarketing.com

P.S. See that envelope icon below this posting? If you click on the envelope you can email this posting to a friend.

2009-02-27T17:00:00.007-07:00

March 2009 Issue

How to Select Harmonious Colors

You experience harmonious colors in many areas of life: clothing, architecture, interior design, jewelry, gardening, as well as advertising, marketing, and corporate identity.

It becomes easy to select harmonious colors if you follow a proven color theory system. The steps below will show you how to create well-planned color schemes based on the “Bourges color circle” system. Albert Bourges based his color theory on a circle of 20 hues.

Complementary Colors
Complementary colors are exact opposites that enhance one another. When you blend the two together, you get neutral black. When used together, they both appear brighter and more exciting. To find complementary colors, just draw a line through the circle from a hue on one side to the hue on the exact opposite side of the circle. (Refer to the diagram below.)

M. E. Chevreul discovered that complementary colors create an unusual optical illusion. Stare at a color for several seconds, then shut your eyes. Open them, and look at a white sheet of paper. Immediately an image of the color’s complement will appear!

Split Complements
If you would like a palette of three colors, first find the true complement of your chosen color; then move one, two or three more spaces away on either side. A split complementary color scheme is usually more pleasing than a true complementary scheme. (Refer to the diagram below.)

Four Color Harmony
To create a color scheme consisting of four colors, first select a color and its complement, then draw a perpendicular line across the circle so that your lines resemble a cross. (Refer to the diagram below.)

This will create a balanced palette of two sets of complements and two related pairs of colors.

Select one of these four hues as your main theme color, then use a small amount of the other three hues to enhance it. You may include darker or lighter shades of these four colors for more variety.

For more information about the Bourges color circle and the science of color, see Color Bytes by Jean Bourges.

What if YOU could know more secrets from an award-winning graphic designer that would help you create amazing marketing materials in a few hours, would you want to know how? Find out now at www.BuyAppealMarketing.com

Karen Saunders is the author of Turn Eye Appeal into Buy Appeal: How to easily transform your marketing pieces into dazzling, persuasive sales tools! Hundreds of business owners have used her simple do-it-yourself design system to create stunning marketing materials that really SELL their products and services! To learn about this indispensable book, click here: www.BuyAppealMarketing.com

P.S. See that envelope icon below this posting? If you click on the envelope you can email this posting to a friend.

2009-01-27T17:21:00.013-07:00

February 2009 Issue

10 Easy Ways to Make your Flyer Stand Out in the Crowd

A flyer is an inexpensive and highly effective way to grab attention in a very busy marketplace. How do you make your flyer stand out in the crowd? Here are some techniques that professional designers use to make flyers "pop."

1. Write a snappy headline or title.

Make it memorable, unusual or provocative using a few carefully chosen powerful words. Popular titles contain one or more of these words: Easy, The Secrets to, Unlock, Finally, Insider, Time Sensitive, How to, Free Bonuses, Now You Can, Discover, Proven.

2. Use colorful or striking graphics.

One large image will have more impact than many smaller images. This image will be your "focal point." A stunning photo or illustration grabs attention, creates a mood, and supports your story. It will draw your readers in. You can purchase inexpensive but quality stock photos on the Internet. Download individual photos or purchase a CD with hundreds of images.

3. Focus on the benefits of your product or service.

Your prospects will ask the question, "What's in it for me?" Write from the their perspective using the words "you" and "your." Avoid using the following words: we, us, I and our. Be sure to keep your text short and to the point. Some of the most powerful words to use are: free, save, love, new, results, and guarantee. Break up long paragraphs with bullet points and place them in a separate box.

4. Use compelling testimonials and case studies.

Be sure to include the first and last name, company name and location of the person providing the endorsement.

5. Organize your page with boxes, borders and areas of contrasting colors.

You don't need to fill your flyer with wall-to-wall text and graphics. Incorporate some white space to make certain elements stand out and to make the flyer easy to read.

6. Make your points easily identifiable.

Highlight titles and subtitles in bold, but avoid using ALL CAPS as they are more difficult to read.

7. Don't get too complicated.

Make it simple with two typefaces, and align items to a grid. Your page layout program will provide non-printing guidelines. Use the "snap to guidelines" function to align items easily to the grid. Be aware of printing margins. I suggest you create your layout with 1/2" margins on all sides, or add 1/8" for bleeds on items that print off the edge of the page.

8. Don't forget to proofread.

Have someone else proofread your work. Check your contact information. Dial the phone numbers on the flyer to make sure they are correct, and type in the URL of your website to make sure it is correct, too.

9. If you are on a tight budget, try this.

Select bright-colored or unique paper, and print with black ink. Use shades of grey to provide tones and contrasting background areas.

10. Offer a discount or special limited-time price.

Design a coupon on the bottom quarter of the flyer. Be sure to clearly state the deadlines and limitations of the offer. If it is a mail-in coupon, be sure to include the payment specifications with areas for filling out credit card information, mailing address, etc.

You don't need to re-invent the wheel when creating your flyer. Use these proven techniques and you will see big results in your marketing efforts. What if YOU could know the secrets of a 1st class graphic designer that would help you create amazing marketing materials in a few hours, would you want to know how? Find out now at www.BuyAppealMarketing.com

Karen Saunders is the author of Turn Eye Appeal into Buy Appeal: How to easily transform your marketing pieces into dazzling, persuasive sales tools! Hundreds of business owners have used her simple do-it-yourself design system to create stunning marketing materials that really SELL their products and services! To learn about this indispensable book, click here: www.BuyAppealMarketing.com

P.S. See that envelope icon below this posting? If you click on the envelope you can email this posting to a friend.

2008-12-31T15:08:00.005-07:00

January 2009 Issue

How to Scan Photos at the Correct Resolution

Here's how to get the best resolution when scanning photos on your desktop scanner. First, I'll explain some of the basics and terminology and then I'll provide a handy table for reference at the end of this post.

Halftones and Lines per Inch (LPI)
In graphics arts terminology, a photograph from your camera is called a “continuous tone” image. Printing presses require a continuous tone image to be converted into a “halftone.” A halftone is created by placing a “screen” made of thousands of dots on the photo and taking a “picture” of it.

Nowadays, this screening process happens using computer software. The screens vary in density and the resolution is measured in lines per inch or LPI. This term refers to the number of dots that the screen places on the photo for every linear inch. The higher the LPI, the smoother the shades look.

Pixels Per Inch (PPI)
Pixels per inch is a unit of measure for scanned images. For example, one photo scanned at a higher PPI than another will have more pixels and the pixels will be smaller. This combination results in getting a better resolution and therefore a higher quality of photo.

Scanning Resolution for Print Images
The resolution you need to scan your photo depends on the size of the original image, the size you want to reproduce it to, and the output method or device you’re using. Your printed output choices include laser, inkjet, digital and offset printing.

I recommend that you scan your photo so that the number of pixels per inch (PPI) at output size is two times the number of lines per inch (LPI). For example, if you are scanning a photo for an offset printing press, your printer may tell you the photo will be screened at 150 LPI. Based on this information, you will need to scan your photo at 300 PPI. If you scan an image at too low a resolution, it may show pixellation, often referred to as “bitmapping.”

Another reason to scan your photo at the final size and not enlarge it is because enlarging it will require a higher PPI in direct relation to the amount of enlargement. It would be considered overkill to scan your photo higher than two times the LPI because the PostScript software can’t use the larger file. In addition, it will take a longer time to download and process.

Scanning Resolution for Website Images
Unlike printed output, websites do not have LPI requirements. Still, I recommend you always scan a photo being used on the Internet at the actual size you intend to display it. To prevent having photos that take a long time to download when accessing your website, I suggest you do not scan your photos at a resolution that’s higher than 72 PPI.

Scanning Photos from Already Printed Sources
Avoid scanning a photo that has already been printed because it has already been “screened” (converted to halftone). If you do, you won’t like the blotchy results you’ll get.

Scanning Specifications
Refer to the chart below for recommended scanning resolutions.

* Always ask your printer for the specific LPI
** Websites do not have LPI requirements
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Karen Saunders is the owner of MacGraphics Services (303-680-2330), a unique design firm for today’s entrepreneur. Whether you outsource your promotional pieces or are a do-it-yourselfer, Karen takes the mystery out of graphic design and relationship marketing. Click here FreeCard to learn how to receive a custom greeting card design and a gift account with a greeting card company.

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Visit my website to see portfolio samples of book covers, brochures, logos, ads and speaker one-sheet designs: www.MacGraphics.net

You may contact me by email or phone:
karen@macgraphics.net
or call me toll-free at 888-796-7300
In Denver: 303-680-2330

If you enjoyed reading my ezine and posts, you will LOVE my ebook, Turn Eye Appeal into Buy Appeal: How to easily transform your marketing pieces into dazzling, persuasive sales tools! This organized guidebook has short chapters, over 200 hyperlinks and full-color graphic examples. Hundreds of business owners have used my simple do-it-yourself reference guide to create stunning marketing materials that really SELL their products and services! To learn how you can get this indispensable book, click here: www.BuyAppealMarketing.com

P.S. See that envelope icon below this posting? If you click on the envelope you can email this posting to a friend.

2008-12-03T12:33:00.010-07:00

Today I have some good news and some bad news. First the good news.

The good news is that the great people at SmallBusinessCEOMagazine.com are publishing an article in their December issue that was submitted by yours truly. Click here to read my article: "How Relationship Marketing Can Help Your Business During Bad Economic Times."

If you haven’t visited SmallBusinessCEOMagazine.com yet, you’ll have to check this out. They have created an incredible open-to-the-public online magazine just for small business owners and entrepreneurs like us. You can access articles written by the top people in their professions. They also have a calendar of upcoming events for entrepreneurs and small business people from around the world.

. . . and now they have me too for one of their great articles! I’ll be sharing proven principles of success with relationship marketing in their newest issue.

Best of all, Small Business CEO Magazine offers free access. It just doesn’t get better than this! Click here to read it now.

Oh, the bad news? The article I submitted will be only in the current issue for one month! That means it’s super-
important that you go see it NOW!

Please join me this month for a FREE issue of their online magazine, compliments of Small Business CEO Magazine.com.

Warmly,
Karen Saunders
MacGraphics Services
Sr. Manager SendOutCards
Toll-free 888-796-7300
www.Macgraphics.net
www.SendOutCards.com/KarenSaunders

P.S. While you are at Small Business CEO Magazine, you may want to subscribe so you never miss an issue of this musthave resource for entrepreneurs and small business people!

2008-11-19T22:14:00.005-07:00

December 2008 Issue

66 Ways to Turn Your Expertise into Profits

➢ Books - Published or Self-Published

➢ Mini-Books - Smaller versions of your book with cut-down content used as premiums

➢ E-Book- Compile related product information or instructions into an ebook. You could publish it in text, pdf, html format

➢ E-Book Of Reviews - Publish an ebook of stuff that’s related to your target audience that you could review like products, web sites, movies, etc

➢ Dictionary Of Terms-Publish a web directory or ebook dictionary of terms relating to your specific business industry or subject.

➢ Audio/MP3 Books

➢ Transcripts - Create an ebook of text transcripts of a related live event. It can be a seminar, speech, class, interview, etc.

➢ Article Compilation

➢ Blog Compilation

➢ Teleseminars - Expert Call Ins Set up a date and time when your customers can call up and talk directly with experts that are related to your industry

➢ Online Video-Allow customers to download or view a related how-to video or informative seminar right over the internet.

➢ Webinars over the internet

➢ Audio/MP3 Programs - Allow customers to download and listen to a recording of an expert that is being interviewed right over the internet

➢ Video Trainings- DVD’s/MP4’s

➢ Multi-Media Products - Combine Printed materials, video and CD’s

➢ Home-Study Courses - Multi-media product format designed to be a complete system in a box.

➢ E-mail Lessons - Teach a class via e-mail about a subject your customers want to learn. E-mail them study materials, worksheets, assignments, etc

➢ Workbooks/Manuals

➢ Text Workbook - Publish a text format ebook so your audience can learn and practice a certain skill. ie: a text workbook for writing ad headlines. 

➢ Coaching Programs

➢ Hourly Consulting /Coaching

➢ Long-Term Consulting/Coaching Contracts

➢ Subscription Consulting - Ongoing consulting for a monthly or annual fee

➢ Public Seminars

➢ Train-the-Trainer Programs

➢ Corporate Training Programs - Your material licensed for use on a company-wide basis

➢ BootCamps

➢ TeleBootCamps

➢ Mentor Program - Give your customers unlimited consulting with their purchase. Allow them to contact you by e-mail, phone, fax, in person, etc

➢ Licensing - Your products, services and content distributed by others under your name or theirs

➢ Infommerical Product - Product designed to sell on the radio or via television infohttp://www.blogger.com/img/blank.gifmercials

➢ Subscription CD/ MP3 Series

➢ E-mail Newsletter-Publish an informative e-zine that keeps your customers informed of important or helpful information related to their purchase

➢ Audio/Video E-Zine – Give customers an upgraded version of your e-zine in online audio or video format. Non-paying customers could only get it in e-mail.
http://www.blogger.com/img/blank.gif
➢ Radio or Television Show

➢ Syndicated Column - Your articles appearing regularly in periodicals

➢ Private-Label Magazine - Magazine with your name and title, but produced by others for your use

➢ Ghostwriting & Co-Authoring - Writing for others with cover credit or not

➢ Branded Retail Products - Hard and soft goods produced for retail consumers with your logo or name

➢ Special Reports & White Papers

➢ CD/DVD Training - Typically sold for use as a training tool, but can be used for marketing, too

➢ Adult Professional Education- (Continuing Education Units) - For industry associations or for consumers through local seminar companies

➢ Compiled Reference Guides - Directories and other compilations on useful forms, resources and material

➢ Software - Your own or templates designed for use with off-the-shelf applications

➢ Industry Conventions & Trade Shows - With revenues from workshops and trade show booths

➢ Business-Building & Practice-Building Systems - Materials developed to help others increase revenue

➢ Seminar Company Workshops - Your material developed and licensed for presentation by others at public seminars

➢ Membership Clubs ie: Speakers’ Community - www.speakerscommunity.com

➢ Checklists- Create a list of things to check for a particular process related to your business’s topic. Ex: a checklist for creating a web site.

➢ Templates-Design- a template that will make a certain action easier for your target audience. Ex: a template for writing a resume

➢ Advice Service - Offer a live chat room were you or your employees can give your visitors and customers advice on your business topic

➢ Human Research Offer a free service where you will search for sites or information your visitors or customers can’t seem to find online. 

➢ Plans - Create ready-made plans for a particular project your target audience wants to accomplish. It could be marketing plans, landscape plans, etc. 

➢ Forms - Offer printable, ready-made forms your visitors or customers would use regularly. It could be legal forms, organizational forms, etc. 

➢ E-mail Reports - Publish quarterly e-mail reports that contains new research discoveries, surveys, and statistics about your related industry.

➢ Customer’s Only Discussion Board - Make a place online for your customers to communicate about your business or similar information.

➢ Private Web Site - Give access to a private part of your web site were customers can find helpful information non customers can’t access.

➢ Online Utility -Give customers a web utility that will make their life easier. It can be a calculator, graphic creator, web site submitter, etc. 

➢ Announcement Alerts - Give customers e-mail alerts about critical information or product releases before your non customers find out about it

➢ Discounts - Allow your customers to get lower prices on your products and other related products other businesses sell

➢ Private Invitations - Give your customers private invitations to customer events that non customers cannot attend

➢ Online Rolodex/Resource List - Compile a list of web sites or online contacts that are related to the product. You could publish it on CD/PDF or on the web

➢ Archived Information - Bundle together some older information that’s no longer available. It could be e-zine back issues, blog, articles, transcripts, etc. 

➢ Statistics eReport - You could compile a report of different statistics that’s related to their purchase. It could be surveys, tests, special studies, etc. 

➢ Personal Notes E-File - Collect notes that you’ve taken about your industry and compile them into a downloadable file.

➢ To Do List Or Instructions - Publish a list of instructions or things to do in order to accomplish a goal your customers would want to
complete.

Susan Levin is an international marketing consultant and the founder and owner of www.SpeakerServices.com. Her company offers training, marketing and development services for professionals who are interested in growing their business and income through speaking. Learn more about the Speakers’ Bootcamp and the 3 camera Video Demo Showcase that Speaker Services produces click here: Speakers' Bootcamp and Video Demo Showcase

------------------------

Karen Saunders is the owner of MacGraphics Services (303-680-2330), a unique design firm for today’s entrepreneur. Whether you outsource your promotional pieces or are a do-it-yourselfer, Karen takes the mystery out of graphic design and relationship marketing. Click here FreeCard to learn how to receive a custom greeting card design and a gift account with a greeting card company.

------------------------

Visit my website to see portfolio samples of book covers, brochures, logos, ads and speaker one-sheet designs: www.MacGraphics.net

You may contact me by email or phone:
karen@macgraphics.net
or call me toll-free at 888-796-7300
In Denver: 303-680-2330

If you enjoyed reading my ezine and posts, you will LOVE my ebook, Turn Eye Appeal into Buy Appeal: How to easily transform your marketing pieces into dazzling, persuasive sales tools! This organized guidebook has short chapters, over 200 hyperlinks and full-color graphic examples. Hundreds of business owners have used my simple do-it-yourself reference guide to create stunning marketing materials that really SELL their products and services! To learn how you can get this indispensable book, click here: www.BuyAppealMarketing.com

P.S. See that envelope icon below this posting? If you click on the envelope you can email this posting to a friend.

2008-10-30T17:58:00.008-06:00

November 2008 Issue

Tap into the Power of a Dynamic Design Team

Are you hunting all over the Internet to find competent graphic professionals to help build your brand, design marketing materials and craft your website? Is it possible to find one studio or designer who does it all?

Based on my 26 years experience in graphic design, I’ve found it’s impossible for one person to do it all, and do it well. We all have limitations on our time and skills. So to stay competitive and serve my clients better, I’ve built relationships with other professionals in the same or supporting fields. I’ve also established strategic alliances with marketing consultants and coaches. We often refer work to each other with confidence our clients are getting the best service possible.

In the past year my book, online marketing efforts and speaking gigs have attracted more clients than ever before. In fact, my business has evolved to accommodate the increase in projects. Eighteen years ago I launched Macgraphics Services as a solopreneur. Now I am art directing a team of experts. The people I've chosen to work with have the depth, experience and wisdom in their respective fields.

Lower Cost and Flexibility
I believe a team of experts can do a professional job at a lower cost than a design studio or agency. First, I don’t have the overhead that a studio has because I work from my home office. Second, I have the flexibility to select the right person for each job. Over time, we become familiar with each other's working styles and get comfortable coming to together on a project by project basis. A well-orchestrated design and production team can deliver fantastic results very quickly. I’ve seen it happen many times.

A good design team understands and works well with each other. We can leverage copy and graphics from one part of a large project for other marketing pieces the client needs. For example website copy can easily be tailored into copy for a one sheet. File compatibility is never an issue because we all use the same or compatible software applications.

A “Virtual” Office
Marketing and design projects can be done “virtually” anywhere in the world using instant messaging, VOIP, email, and FTP file transfers. PayPal and eCommerce transactions make it easy to handle the financial transactions. A design studio or agency housed in one single brick and mortar office is no longer necessary.

I often conduct business using 3-way calling and an online service called GoToMeeting.com. With GoToMeeting all participants call one number to conference in, and all view the same image on one of our computers. This is a fabulous way to present comps to clients and get real-time feedback. It’s fun too!

The Elements of a Strong Team
A team is only as good as all its parts. It also needs strong leadership and direction. I’ve learned a lot about managing a team in the past year. I know my team cares about our clients and support each other as much as I do. I've found it’s also important to establish communication standards and a list of responsibilities for each member. We trust and rely on each other. We respect each other’s time and hold each other accountable for our part in each project. These are all elements you should look for when selecting a design team.

A sincere “Thank You”
With Thanksgiving fast approaching, I want to take a moment and express my gratitude for the people who work with me. I’ve assembled a fabulous team of talented professionals whose standards are as high or higher than mine. This arrangement has allowed me to grow my business and serve more people.

I am forever grateful for your excellent work and friendship.

Thank you . . .
Kerrie Lian—graphic designer
Cherri LaMarr —graphic designer
Lauren Klopfenstein — graphic designer
Erin Adler — graphic designer
Matt McKendree — graphic and website designer
Meg Grace — website design and ecommerce
Melanie Mulhall — editor and writer
Barbara McNichol — editor and writer
Barbara Munson — editor and writer
Karen Reddick — editor and writer
Patrice Rhoades-Baum — marketing consultant and copywriter
Julie Wassom — marketing consultant
Joyce Jay — photographer
Joyce Turley — illustrator and graphic designer
Marty Petersen — illustrator and graphic designer
Fred Eyer — illustrator and caricaturist
Kelly Johnson — virtual assistant
Helena Mariposa — proofreader
Ronnie Moore — interior book design and layout
Pamela Getchell — word processor

Warmly,
Karen

------------------------

Karen Saunders is the owner of MacGraphics Services (303-680-2330), a unique design firm for today’s entrepreneur. Whether you outsource your promotional pieces or are a do-it-yourselfer, Karen takes the mystery out of graphic design and relationship marketing. Click here FreeCard to learn how to receive a custom greeting card design and a gift account with a greeting card company.

------------------------

Visit my website to see portfolio samples of book covers, brochures, logos, ads and speaker one-sheet designs: www.MacGraphics.net

You may contact me by email or phone:
karen@macgraphics.net
or call me toll-free at 888-796-7300
In Denver: 303-680-2330

If you enjoyed reading my ezine and posts, you will LOVE my ebook, Turn Eye Appeal into Buy Appeal: How to easily transform your marketing pieces into dazzling, persuasive sales tools! This organized guidebook has short chapters, over 200 hyperlinks and full-color graphic examples. Hundreds of business owners have used my simple do-it-yourself reference guide to create stunning marketing materials that really SELL their products and services! To learn how you can get this indispensable book, click here: www.BuyAppealMarketing.com

P.S. See that envelope icon below this posting? If you click on the envelope you can email this posting to a friend.

2008-09-29T20:12:00.010-06:00

October 2008 Issue

Top 10 Website Production Tips

© 2008 Lauren Klopfenstein, Lauren Graphics, Inc.

I’ve asked a good friend of mine Lauren Klopfenstein, who is one of my trusted “graphics team” members to share her top 10 website production tips. For several years now Lauren and her associates have consistently delivered exceptional designs to my clients. We’ve worked together on branding, logos, websites, packaging design and a number of marketing and advertising projects. Here are her tips -- does your website meet this criteria?

1. Have a plan, ask yourself some important basic questions

Think about your site and what you want it to do. Spend time evaluating what you think your customers want from your site. What information are they looking for when they sign on? They are not going to read paragraph upon paragraph of copy, but too little copy is just as bad. Go deeper than “I just need a presence on the web, my competitors are doing it so should I” kind of thinking. Use your website as an additional form of marketing. It is here to stay, make yours be the best that it can.

2. Hire a “Team” for your website design

Whatever group you pick, make sure they have available to you:

Writer/Organizer. Start your site by hiring a good writer/organizer that specializes in website development. They will interview you, come up with a plan, write specifically for the web keeping your text short and to the point, oversee the whole project and make sure you message is not lost.

Graphic Designer. These are the people that are going to make your site look good and make it work.

Programmer. The graphic designer may only know programming to a point, depending on the complexity of your site, he/she will need to bring in a programmer. Having both can really make your site do great things.

Optimization Expert. There are many levels of this part of your site. Make sure you talk about this early in the process. Every site should have optimization in the plan but depending on what your product is and what you want your site to do, depends on what level of optimization you need and what you are willing to spend on it.

3. Home (Landing) Page

This is the most important page. It must be inviting, must show your strength as a company with good solid design and must have brief strong copy explaining who you are. It must be customer-friendly so that within a few minutes of entering your site they have some idea of the flow of the site and what information they can learn about you and where to find it.

4. Navigation

Keep it simple. Even the most “computer challenged” people should be able to move through it easily. Don’t forget to look at your site as your customers will look at it and plan accordingly.

5. Contact Info

Your prospects and customers should never have to search high and low for your contact information. Have your phone number and address on the bottom of every page –- it makes your company look and feel credible.

6. Ask for feedback

While the site being built, share the “working” URL to colleagues and get feedback. Some suggestions may be a minor tweak but will make a big difference. Some suggestions may be too complex implement immediately, but keep them in mind when you revisit the site after 6 months.

6. Get your customer’s contact information to build a database

Give your customers an opportunity to give you their information. Maybe they want someone to contact them for a quote or they want to know what is new or to subscribe to your ezine. This is a great way to grow your database and send out monthly newsletters to their e-mail. It keeps your name in front of them.

7. Browser-friendly

How many times have you gone on a site and it does really bizarre things? Make sure your site is tested on all of the top browsers. Some odd things may still happen when people are using outdated browser software, but that is out of anyone’s control.

8. Pay your designer or IT person to keep your site current

This is so important. If you have old information on your site you lose credibility. If you are too busy to do it yourself, hire someone to make sure it gets done. This is an inexpensive way to keep ahead of your competitors.

10. Keep it fresh

You have spent time and money building a great site. In 6 months look at it again and update “the look” even if it is as simple as changing the navigation buttons. You’ll get less return on your investment if your site appears stagnant or is outdated. Technology is changing quickly, and you want your site to take advantage of it.

The following are some of the high quality websites created by Lauren and her associates:

www.spiritdogs.com
www.uhah.net
www.clearpictureleadership.com
www.coloradostyle.com
www.hoffmiller.com
www.homewrights.com
www.theinevitableyou.com

If you are ready to upgrade or create a website that delivers, give me a call 888-796-7300. I’ll set up a conference call with Lauren and my other website production team members to discuss your needs and our design process.

------------------------

Karen Saunders is the owner of MacGraphics Services (303-680-2330), a unique design firm for today’s entrepreneur. Whether you outsource your promotional pieces or are a do-it-yourselfer, Karen takes the mystery out of graphic design and relationship marketing. Click here FreeCard to learn how to receive a custom greeting card design and a gift account with a greeting card company.

------------------------

Visit my website to see portfolio samples of book covers, brochures, logos, ads and speaker one-sheet designs: www.MacGraphics.net

You may contact me by email or phone:
karen@macgraphics.net
or call me toll-free at 888-796-7300
In Denver: 303-680-2330

If you enjoyed reading my ezine and posts, you will LOVE my ebook, Turn Eye Appeal into Buy Appeal: How to easily transform your marketing pieces into dazzling, persuasive sales tools! This organized guidebook has short chapters, over 200 hyperlinks and full-color graphic examples. Hundreds of business owners have used my simple do-it-yourself reference guide to create stunning marketing materials that really SELL their products and services! To learn how you can get this indispensable book, click here: www.BuyAppealMarketing.com

P.S. See that envelope icon below this posting? If you click on the envelope you can email this posting to a friend.

2008-08-25T16:44:00.004-06:00

September 2008 Issue

My good friend and colleague, Patrice Rhoades-Baum has graciously provided another great article for this month's issue. Along with my artist associates, she's done a fantastic job helping several of my clients transform their websites into powerful marketing tools—check this one out: (www.ClearPictureLeadership.com) , and I learned first hand she knows her stuff. I'm sure you'll find this article to be of value. If you are ready to upgrade or create a website that delivers, give Patrice a call: (719) 685-1108, and when you do, let her know you learned about her from this blog.

10 Rules of Thumb to Select a Great Domain Name

By Patrice Rhoades-Baum Copyright © 2008

Having a hardworking domain name for your website helps you clearly communicate with your prospects and clients. A great domain name makes it easy for prospects and clients to find your website, communicates something specific about your business, and helps protect your brand.

Here are 10 rules of thumb to select a great domain name:

1. It’s easy to say.
This also means your domain name must be easy for teleclass, workshop, and radio show listeners to accurately hear.
Poor: TeamSpecialists.com
Better: TeamExperts.com

2. It’s easy to spell.
Poor: PhenomenalMnemonicDevices.com
Better: GreatMemoryDevices.com
Best: MemoryTools.com

3. It’s easy to read, even when all letters are lowercase.
Poor: theenglishpoets.com
Better: englishpoets.com
Note: Make it easy for readers by capitalizing each word in your printed materials.

4. It’s catchy and easy to remember.
Example (this is one of Taco Bell’s actual domain names): FourthMeal.com
This example comes with a caveat; I don’t advocate eating a fourth meal of fast food late at night!

5. It’s clear, not cryptic.
Do you have a favorite phrase or industry jargon that’s meaningful to you? Put yourself in your prospects’ shoes: Would they have a clue what your clever domain name means?

6. It’s only 1 or 2 words long (3 words is acceptable; 4 is generally too long unless the words are short).
Acceptable: WritingTipsForKids.com
Acceptable, but confusing when stated verbally: WritingTips4Kids.com

7. It has the fewest syllables possible.
Poor: ExperiencedCareerAdvisors.com
Better: CareerExperts.com

8. It communicates your business or brand.
Acceptable: JaniceJones.com
Better: JonesCPA.com

9. It ends with .com.
Let’s say you want to purchase LeadershipStrategies.com, but it’s already taken. Don’t buy LeadershipStrategies.net. This will just confuse your clients. Keep researching – you’ll come up with a domain name that fits these criteria. Also, if you live in Canada; your best choices would be .com and .ca.

10. It may use hyphens but not underscores.
Poor: Janice_Jones_CPA.com
Better: Jones-CPA.com
Note: In this example, Janice Jones is wise to own at least two domain names: JonesCPA.com (her main website) and Jones-CPA.com. The latter helps protect her brand and is easier to read in printed materials. However, she must be sure to redirect visitors from Jones-CPA.com to her main site, JonesCPA.com.

More tips to select and purchase domain names:

• Buy various versions to protect your brand – If our fictional accountant, Janice Jones uses JonesCPA.com as her main website, she should consider purchasing JonesCPA.net, JonesCPA.biz, JonesCPA.info, JaniceJones.com, JaniceJonesCPA.com, JJonesCPA.com, JonesAccounting.com, etc. This might seem expensive, but it will protect her brand if another Janice Jones happens to be a CPA.

• Purchase your business’s tagline and book titles – If possible, purchase the tagline of your business, since this is foundational to your brand. And purchase the domain name that reflects any books, audio programs, or information products that you’ve created or plan to create. You can use these domains as sales pages to sell your product as well as protect your brand.

• Use redirects – If Janice Jones’s main website is JonesCPA.com, all her other domain names can be set up to automatically transfer visitors to that main site. You can also redirect your product’s domain name to the correlating page on your website.

• Buy common misspellings of your domain name – What if our fictional accountant’s name is Janice Kavanaugh? She would be wise to purchase the domain names KavanaughCPA.com and CavanaughCPA.com. The misspelled website address should redirect to her main site. Remember, using redirects enables visitors to arrive at your website, even if they accidentally type a slight alteration.

• Buy domain names with hyphens – In print, domain names with hyphens are easier to read. Also, buying versions of your domain names with hyphens can help protect your brand.

• Use www.NameBoy.com to brainstorm and find available names – This website offers an easy tool to quickly brainstorm oodles of potential domain names for your business. You can purchase domain names at NameBoy.com, GoDaddy.com, and multiple other websites. I’ve been purchasing my domain names at GoDaddy.com, because I like their customer service.

• Don’t wait! Make the investment now – If you have an idea for a book or information product that you may someday create, be sure to snap up the available domain name now. Great domain names are rare and precious commodities!

When selecting a great domain name, explore the possibilities, think about what different names communicate to prospects and clients, be creative, and have fun!

About Patrice Rhoades-Baum
If you own a business, your website is your most powerful marketing and sales tool. Marketing consultant and copywriter Patrice Rhoades-Baum teams with entrepreneurs and small-business owners to make their websites DELIVER: clients, income, credibility, results, and success. A Colorado resident and avid outdoorswoman, Patrice is renowned for her down-to-earth website strategies. Visit www.WebsitesDeliver.com for a free audio workshop: “10 Strategies to Make Your Website Deliver!”

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Karen Saunders is the owner of MacGraphics Services (303-680-2330), a unique design firm for today’s entrepreneur. Whether you outsource your promotional pieces or are a do-it-yourselfer, Karen takes the mystery out of graphic design and relationship marketing. Click here FreeCard to learn how to receive a custom greeting card design and a gift account with a greeting card company.

------------------------

Visit my website to see portfolio samples of book covers, brochures, logos, ads and speaker one-sheet designs: www.MacGraphics.net

You may contact me by email or phone:
karen@macgraphics.net
or call me toll-free at 888-796-7300
In Denver: 303-680-2330

If you enjoyed reading my ezine and posts, you will LOVE my ebook, Turn Eye Appeal into Buy Appeal: How to easily transform your marketing pieces into dazzling, persuasive sales tools! This organized guidebook has short chapters, over 200 hyperlinks and full-color graphic examples. Hundreds of business owners have used my simple do-it-yourself reference guide to create stunning marketing materials that really SELL their products and services! To learn how you can get this indispensable book, click here: www.BuyAppealMarketing.com

P.S. See that envelope icon below this posting? If you click on the envelope you can email this posting to a friend.

2008-07-25T14:57:00.002-06:00

August 2008 Issue
Relationship Marketing for the 21st Century

Quick! Answer this question: What do you think of when you hear the term “relationship marketing”? If the only things that came to mind were your local business networking group, local chamber of commerce, or service club, you might not be aware of new strategies in 21st century relationship marketing.

There is nothing wrong with any of these organizations, but if your relationship marketing efforts begin and end with them, you are not only operating under the old rules of relationship marketing, you are stuck in the 20th century. 21st century relationship marketing makes active use of Web 2.0.

Web 2.0 and Social Media

Only a few years ago, social media was something most people thought of as a tool for teenagers and college students. That has changed. Facebook now has more than 80 million active users and the fastest growing demographic of Facebook users is the over-25 age group.

If that didn’t make you sit up and take note, it should have. Your customers and potential customers probably have a computer and probably have high speed Internet access. And if they are not already using social media of some kind, just give it a few months. They will be.

Think you are immune? How did you access this article? There is a good chance you came to it online. The communication mogul of the 21st century is the World Wide Web and the tools that make it work have advanced so much in such a short time that the buzz is now about Web 2.0.

What is Web 2.0? No, you don’t need to throw out your year-old computer or buy new software. Web 2.0 really relates to the growing trend to make the web more interactive, collaborative, innovative, and social.

If you favor relationship marketing over the hard sell, then this is good news for you. The growth of interactive social vehicles on the Web supports anyone who prefers their marketing to be personal. Blogs, wikis, business-oriented media sites, and social networking sites allow relationship oriented business people to potentially touch exponentially more people than any community networking event could. Why? Because they not only have the power of the World Wide Web and its spider web of connections behind them, but they are structured to make viral contact more than a concept.

But if you are new to this world of social/business media networking, how can you get started? Here are three options to get you into the Web 2.0 world fast.

Blogging

If you have a product, service, or interest about which you are passionate, there may be no easier way to connect with potential customers, colleagues, and others who need what you have or know than through blogging.

If the idea of creating a blog makes your palms sweat, fear not. Not only are blogs easier than ever to set up (even a complete amateur can create one in a few minutes these days), but you may not need to create your own—at least not immediately.

Comment on Existing Blogs

Do an Internet search of key words relating to your interest. Let’s say you are an Audiologist. Do a search using words like “blogs about hearing loss” and go exploring. Read what is being posted. Submit comments. If this feels a bit foreign to you, think of it exactly as you would if you were at a face-to-face networking event chatting with folks. It is really an online way of doing just that. The difference is that you will potentially be touching many more people, including potential customers. Be a frequent visitor to sites that are related to your professional expertise and you may find yourself becoming the go-to person for those in need of that expertise.

Create Your Own Blog

Consider starting your own blog, too. It has never been easier to create a blog. Both Wordpress (www.wordpress.com) and Blogger (www.blogger.com) offer free blogging that is so easy to set up, you can do it in less time than you can eat lunch. By creating your own blog, you have the opportunity to introduce the subjects you want to address the concerns of your clients and potential clients. If you are an Audiologist, that might include information on advances in the area of implanted auditory prostheses, tools for addressing hearing loss amongst baby boomers, hearing screening protocols for newborns and school-aged children . . . or virtually any other area of the field.

Consider treating your blog as an interactive newsletter. That is, write a blog post and email your list (clients, colleagues, friends, and others) that a new item has been posted. Tell them the subject of the post, give them a hyperlink to it, encourage them to leave a comment, and suggest that they let others know about your blog. Keep the discussion going when you get comments by responding to them.

What else can you do with your blog? Use it as a way to collect customer feedback. Do an informal survey. Add a link to an RSS feed service. Include an event calendar. The possibilities are endless. Keep your focus on fostering and nurturing relationships that will further your business in an organic way and always, always make sure your blog and website are linked.

Facebook and Its Relatives

Facebook is just one of the many social networking sites on the Internet. Other well known ones include Ning, MySpace, and LinkedIn. Some sites, like Facebook and MySpace, have a broad focus. Others, like the business-focused LinkedIn, are specific in focus. What they all have to offer is the opportunity to touch more people than you could ever touch on your own, no matter how many networking groups you belong to.

Some sites, like Facebook, provide the opportunity to add a customized page you can use to promote a business. Facebook, Ning, LinkedIn, and other sites also allow the creation of groups (such as groups focused on the field of audiology). By joining these groups, you connect with a virtual network of colleagues. You also become more visible to potential clients who need your services.

And You Don’t Have to Drive to an Event

Not only does Web 2.0 impact the possibilities for relationship marketing in the 21st century, but it allows you do it from your office or home instead of attending meetings and events. Time is precious, fuel is expensive, and the options for networking are many. By spending just a bit of that precious time and only enough juice to power your Internet connection, you can market your business, deepen your relationships with clients and colleagues, and reach potential customers who might never find you otherwise.

Of course, like all relationship marketing, it takes good will, time, and a great product or service to win customers. But your customers are out there—and they are probably online right now.

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Karen Saunders is the owner of MacGraphics Services (303-680-2330), a unique design firm for today’s entrepreneur. Whether you outsource your promotional pieces or are a do-it-yourselfer, Karen takes the mystery out of graphic design and relationship marketing. Would you like to hear about a phenomenal referral and follow up system that can grow your business by 200% in 6 months? Click here: FreeCard to learn how to receive a free custom card design and greeting card gift account.

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Visit my website to see portfolio samples of book covers, brochures, logos, ads and speaker one-sheet designs: www.MacGraphics.net

You may contact me by email or phone:
karen@macgraphics.net
or call me toll-free at 888-796-7300
In Denver: 303-680-2330

If you enjoyed reading my ezine and posts, you will LOVE my ebook, Turn Eye Appeal into Buy Appeal: How to easily transform your marketing pieces into dazzling, persuasive sales tools! This organized guidebook has short chapters, over 200 hyperlinks and full-color graphic examples. Hundreds of business owners have used my simple do-it-yourself reference guide to create stunning marketing materials that really SELL their products and services! To learn how you can get this indispensable book, click here: www.BuyAppealMarketing.com

P.S. See that envelope icon below this posting? If you click on the envelope you can email this posting to a friend.

2008-06-30T14:14:00.009-06:00

July 2008 Issue

My good friend and colleague, Patrice Rhoades-Baum has graciously provided an article for this month's issue. Last month I showed you how relationship marketing can help your business during bad economic times. Patrice has expanded upon that topic. She provides 5 strategies for staying in touch with your prospects and clients.

Be memorable! 5 marketing strategies to stay “top of mind” with prospects and clients

By Patrice Rhoades-Baum Copyright © 2008

Many years ago in a freelance writing business, I discovered that my clients enjoyed working with me and raved about my copywriting. But shortly after working together, they forgot about me!

Here’s when that startling fact hit home: I had worked closely with Marge to write her organization’s annual report. A few months later, we bumped into each other. “Oh!” she said. “We had a writing project that would’ve been perfect for you. But we forgot about you and hired someone else.”

Yikes! Those words stung. I was disappointed but learned a great lesson: I had failed to stay in touch with Marge – and with my other clients and prospects.

Strategy #1: Make time to regularly stay in touch with prospects and clients.

Our clients and prospects are busy. They may not remember to seek us out when they need our products and services. A basic marketing principal is to stay in touch with the folks on your list to keep your business healthy. When they need your product or service, your name will be “top of mind” and your contact information will be at their fingertips.

Also, direct marketers know this fact: “Your best list is your house list.” Invest time to nurture these relationships. Your reward: Repeat business and referrals.

Strategy #2. Provide useful and beneficial information.

To stay in touch with clients and prospects, many businesses send a monthly email newsletter (aka, an ezine). Whatever communication format you decide to use, you must ensure the content meets the needs of your clients and prospects. If the information is not beneficial, is too promotional, or arrives so frequently they feel harassed or overwhelmed, they’ll unsubscribe from your list in a heartbeat.

Strategy #3. Clarify your objectives to ensure your information meets the mark.

Let’s say you’re a team-building consultant. To stay in touch with the managers and supervisors on your list, you decide to invite them to free monthly teleclasses. Your top 3 objectives could be:

• To help my clients and prospects create effective teams, each month’s teleclass will present a fun activity they can easily implement.
• Because my brand is based on “building teams by connecting people,” each teambuilding activity will encourage teams to build trust, have fun together, and deepen personal connections.
• To meet my marketing needs, I’ll briefly promote my upcoming workshops and encourage participants to call me to schedule a consultation.

Strategy #4. Stay in touch by mixing and matching formats and frequencies. In other words, how you contact folks and how often you contact them.

Let’s say you’re a speaker and expert on the topic of leadership. To stay in touch with your prospects and clients, you could:
• Mail a notecard with a leadership quote every quarter, send a brief monthly ezine summarizing new leadership research, and offer leadership strategies on your blog.
• Or deliver an audio email tip of the day and send a monthly case study by mail.
• Or offer a free monthly teleclass, plus email a brief tip of the week.
• Or send a monthly ezine and a quarterly notecard. In mid-summer (versus the holidays) mail a team-building activity kit to clients and key prospects.

Think about the information your clients need and how they might like to receive that information. Be sure to consider how much time they typically have available. For example, if your target audience is college students, they might be thrilled to receive your weekly ezine, read your daily blog postings, and attend every teleclass you offer. But if your audience is CEOs and executives, you need to get past the gatekeepers and provide information in a format they will read or listen to.

Strategy #5. Be creative.

Your goal is to be remembered! When strategizing how to stay in touch with your prospects and clients, you can find creative ways to communicate with them, both online and offline.

Here’s a fun way to get started: Brainstorm and list multiple ways you could stay in touch with clients including outlandish, way-out ideas. Now review your list. Do a few unique ideas pop out? Ideas that will help you stand out from the crowd, have reasonable return on investment, and meet your audience’s needs?

Remember, staying in touch with your clients and prospects helps to build these important relationships, keeps your business top of mind, and ensures they won’t forget about you!

About Patrice Rhoades-Baum
If you own a business, your website is your most powerful marketing and sales tool. Marketing consultant and copywriter Patrice Rhoades-Baum teams with entrepreneurs and small-business owners to make their websites DELIVER: clients, income, credibility, results, and success. A Colorado resident and avid outdoorswoman, Patrice is renowned for her down-to-earth website strategies. Visit www.WebsitesDeliver.com for a free audio workshop: “10 Strategies to Make Your Website Deliver!”

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Karen Saunders is the owner of MacGraphics Services (303-680-2330), a unique design firm for today’s entrepreneur. Whether you outsource your promotional pieces or are a do-it-yourselfer, Karen takes the mystery out of graphic design and relationship marketing. Click here FreeCard to learn how to receive a custom greeting card design and a gift account with a greeting card company.

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Visit my website to see portfolio samples of book covers, brochures, logos, ads and speaker one-sheet designs: www.MacGraphics.net

You may contact me by email or phone:
karen@macgraphics.net
or call me toll-free at 888-796-7300
In Denver: 303-680-2330

If you enjoyed reading my ezine and posts, you will LOVE my ebook, Turn Eye Appeal into Buy Appeal: How to easily transform your marketing pieces into dazzling, persuasive sales tools! This organized guidebook has short chapters, over 200 hyperlinks and full-color graphic examples. Hundreds of business owners have used my simple do-it-yourself reference guide to create stunning marketing materials that really SELL their products and services! To learn how you can get this indispensable book, click here: www.BuyAppealMarketing.com

P.S. See that envelope icon below this posting? If you click on the envelope you can email this posting to a friend.

2008-05-27T12:51:00.010-06:00

June 2008 Issue
How Relationship Marketing can help your business during bad economic times

Can a bad economy put a dent in your sales? Sara, a colleague of mine, thought so as she watched her sales decline during the last six months. Like most of us, Sara has heard the news reports suggesting that we are in a recession. She wondered if the reason her sales are down is the bad economy. I asked if she had recently cut back on her advertising and marketing.

“Yes, I am pulling in the purse strings and limiting my expenses,” Sara replied.

I asked if she was meeting new people and developing relationships.

“No,” she admitted.

This could be part of the problem. History has shown us that businesses often reduce—or completely stop—the dollars spent on marketing and advertising during economic slowdowns.

The economy may have something to do with fewer people spending money, but there is nothing we can do about the plight of the economy. What we can do is practice relationship marketing with people in our sphere of influence to increase our own business sales.

Joe Girard was listed in The Guinness Book of World Records as the “World’s Greatest Retail Salesman” for twelve consecutive years. Joe was not born with a silver spoon in his mouth. Joe was abused by his father as a child, lost jobs as an adult, and then went bankrupt. He finally landed a job at a Chevrolet dealership. Joe did very well, personally selling more cars than most dealerships! In fact, people stood in line to buy a car from Joe. What was his secret?

Joe practiced relationship marketing. Here’s how he did it. He sent 13 handwritten cards to each of his clients and prospects every year: one card a month and one on Christmas. These cards were cards of appreciation, tips, and giveaways—never about special sales, discounts, or promotions. During his 15 years, Joe sent 13,000 handwritten cards! Every one of his recipients began to anticipate a card from Joe every month and he was the first person on their mind when they were ready to buy a car.

What can we learn from this story and how can we expand upon it? Here are a few strategic objectives we can put in place now, so our businesses can better withstand the impact of economic downswings.

Develop strong relationships.
People do business with people they know, like and trust. It’s our job to make this connection happen. To do that, we must go beyond the superficial and become genuinely interested in our customers and prospects. For instance, we can meet clients at a coffee shop and get to know them personally, without the usual business discussions. I often do that. I make mental notes on what is going on in their lives, so I can refer to it the next time we connect. Then I nurture my relationships by consistently staying in touch.

Consistency is the key.
We can stay connected with our contacts by sending heartfelt cards like Joe did, or by phone calls, emails or newsletters. We lose 10% of our influence every month we do not have contact with our clients. And just a 5% increase in customer loyalty could add 20-80% to your bottom line. A disappointing statistic shows that 91% of all real estate agents are forgotten by clients within one or two years after they close or represent a buyer on a home because they did not stay in touch with them.

Form a strategic objective to stay in touch.
Here are a few ideas. Try one on for size. Set up campaign postcards to go out once a month. Find or develop a system for remembering birthdays. For those in real estate, record closing dates and send anniversary cards. Veterinarians can record the birthdays of client’s pets and send birthday cards.

I personally use an on-line service that has a phenomenal system for managing my contacts, as well as printing and mailing postcards and greeting cards. I customize and personalize the cards with my own handwriting font, signature and photos. I have found that a simple and sincere card can make a huge impression on someone, especially if they are having a bad day. Sometimes I include a gift card or small gift of teas or sweets with a thank you card.

Understand and use the Law of Attraction.
When we express appreciation, recognition or encouragement, we are focused on giving and abundance, not scarcity. Every human being wants to feel acknowledged, loved and appreciated. When we send love and thanks out into the world, we get it back tenfold. What we focus on expands, so if we are focused on our lack of money, we will continue to have a lack of money. This is the Law of Attraction. We can inspire ourselves by feeling and visualizing what we now want in our lives. It helps to begin the day by meditating, listening to beautiful music, taking a walk, or calling someone with whom we have had good business results. The popular book and independent grassroots movie, The Secret, shows how to apply this law to achieve anything we want in our personal and business lives.

Kody Bateman, CEO of SendOutCards said, “Appreciation wins over self promotion every time.” That sums it up beautifully.

Use the Rule of 250 to build a referral network.
As small business owners and entrepreneurs, we each know at least 250 people. Some of us know many more than that. Each one of those 250 knows another 250, and so on. See where this is going? When we make a commitment to stay in touch with people we know—and remember they each have hundreds of contacts—we have the potential to reach thousands. Additionally, we can build our networks by joining local and online business networking groups. I belong to BNI (Business Networking International) and www.LinkedIn.com. Referred customers are usually already sold on us through the testimonial of the person who referred us. Did you know that in occupations such as real estate, as much as 90% of the business comes from relationships or referrals?

When we build strong networks and nurture meaningful relationships with the people we serve, we will garner unlimited referrals and be less affected by economic down cycles. Start making relationship marketing part of your business today and watch your business grow.

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Karen Saunders is the owner of MacGraphics Services (303-680-2330), a unique design firm for today’s entrepreneur. Whether you outsource your promotional pieces or are a do-it-yourselfer, Karen takes the mystery out of graphic design and relationship marketing. Click here FreeCard to learn how to receive a custom card design and a gift account with a greeting card company.

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Visit my website to see portfolio samples of book covers, brochures, logos, ads and speaker one-sheet designs: www.MacGraphics.net

You may contact me by email or phone:
karen@macgraphics.net
or call me toll-free at 888-796-7300
In Denver: 303-680-2330

If you enjoyed reading my ezine and posts, you will LOVE my ebook, Turn Eye Appeal into Buy Appeal: How to easily transform your marketing pieces into dazzling, persuasive sales tools! This organized guidebook has short chapters, over 200 hyperlinks and full-color graphic examples. Hundreds of business owners have used my simple do-it-yourself reference guide to create stunning marketing materials that really SELL their products and services! To learn how you can get this indispensable book, click here: www.BuyAppealMarketing.com

P.S. See that envelope icon below this posting? If you click on the envelope you can email this posting to a friend.

2008-04-28T16:17:00.005-06:00

May 2008 Issue
2 Visual Branding Keys To Make Your Business Memorable — Part 2

Have you ever asked yourself why a competitor’s business gets more attention than yours? The answer just may have to do with the elements that go into how memorable the business is. And that has to do with branding.

Do you remember what I wrote last month about branding? Think of branding as predefining what a company is all about in the minds of its clients. Good branding differentiates your products and services in a positive way that really sticks in the minds of potential customers.

Last month I explained how your logo is the first visual branding key. Now I’ll cover the second key . . .

. . . a distinctive tag line.

A tag line is a 3 to 7 word phrase that accompanies your logo. It expresses your company’s most important benefits and/or what you want your customers to remember about working with you. Think of it as the words you want to linger in your target customer’s mind about you and what you have to offer.

Great tag lines appear to be effortlessly created because they just seem to flow. In fact, creating and refining one takes time, just like designing a great logo. The benefits of taking the time to craft a great tag line lie with the tag line’s stickiness. Great tag lines stick in your memory.

The Hallmark tag line, “When you care enough to send the very best,” appeals to the human desire to be viewed as having good taste and an appreciation for luxury. If greeting cards are a commodity, then Hallmark has found a way to differentiate itself as the choice for quality.

The Hallmark company was founded by J. C. Hall, so the name Hallmark was a natural. It was also brilliant from a marketing standpoint. Hallmarks have been used for centuries as a stamp to denote quality, purity, and genuineness. Could there be a better way to attach the image of quality to a product? The tag line capitalizes on that image well with words that stick in the mind and exemplify good taste.

Creating a great logo and distinctive tag line are critical in creating a brand that provides the perfect image for your company and great ones just might be memorable enough to give your company the beach front property in the minds of your customers that leaves them thinking only of you.
to life!
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Karen Saunders is the owner of MacGraphics Services, a unique design firm for today’s entrepreneur. Whether you outsource your promotional pieces or are a do-it-yourselfer, Karen takes the mystery out of marketing. Learn the Top 5 Mistakes that can cost you money by signing up for her FREE e-course, available for a limited time. To take advantage of this e-course and find out how easy it can be to attract more clients, click here: www.macgraphics.net/FreeStuff.php. You can also contact her at 888-796-7300, or karen@macgraphics.net

Visit my website to see portfolio samples of book covers, brochures, logos, ads and speaker one-sheet designs: www.MacGraphics.net

If you enjoyed reading my ezine and posts, you will LOVE my ebook, Turn Eye Appeal into Buy Appeal: How to easily transform your marketing pieces into dazzling, persuasive sales tools! This organized guidebook has short chapters, over 200 hyperlinks and full-color graphic examples. Hundreds of business owners have used my simple do-it-yourself reference guide to create stunning marketing materials that really SELL their products and services! To learn how you can get this indispensable book, click here: www.BuyAppealMarketing.com

But wait, there’s more . . .

To sign up for FREE audio classes, articles or an eCourse on design and marketing tips click here:www.macgraphics.net

P.S. See that envelope icon below this posting? If you click on the envelope you can email this posting to a friend.

2008-03-30T13:22:00.014-06:00

Two more 1st Place EVVYs!

Friday, March 28, 2008 was the 14th Colorado Independent Publishers Association (CIPA) “EVVY” book awards banquet. I accepted two 1st Place EVVY awards on behalf of one of my clients, Barbara Flood of Phoenix Press. Barbara, her editor Barbara Munson, and I worked together as a team to create Illumination: Contemplations for an Awakened Life. This book won 1st place in the Spirituality/Religion category and 1st place in the Inspirational/Self-help category.

We also created the companion Journal of Illumination. Friesens Corporation manufactured both books. We are all proud to have created such an exceptional book. You may purchase it at www.Amazon.com

April 2008 Issue
2 Visual Branding Keys To Make Your Business Memorable — Part 1

Have you ever asked yourself why a competitor’s business gets more attention than yours? The answer just may have to do with the elements that go into how memorable the business is. And that has to do with branding.

But exactly what is branding, anyway? Think of branding as predefining what a company is all about in the minds of its clients. Good branding differentiates your products and services in a positive way that really sticks in the minds of potential customers.

Let’s say you are getting ready to run errands on a busy Saturday morning, thinking about the groceries that need to be bought, the dry cleaning that needs to be picked up, and the packages that must get to the post office before noon. The trip to the post office reminds you that your favorite aunt’s birthday is next Wednesday. You need to add buying and mailing a birthday card to your list of things to do. Without a moment’s hesitation, you know exactly where you will buy the card: the local Hallmark store. Why did you think Hallmark? The answer to that question has everything to do with Hallmark’s branding and two key elements of that branding are:

1. An attractive, easy to read, and memorable logo;

2. and a great tag line.

Assuming your own product is fabulous, it all comes down to image. Graphic design can play a huge part in that image. But what are some key things to consider?

A great logo is the first key.

You have given a great deal of attention to your company name and believe it speaks to who you are and what you do. Great! Now you need to wrap a graphic image around that name to carve out a prime piece of real estate in your target customer’s mind. That is exactly what a great logo can do.

Keep in mind that a powerful logo:
• has a strong, balanced image with no little extras that clutter its look;
• is distinctive and bold in design, making it easy to see at a glance;
• has graphic imagery that looks appropriate for your business;
• works well with your company name;
• is done in an easy to read font;
• communicates your business clearly; and
• looks good in black and white, as well as in color.

Hallmark’s memorable crown logo is one of the reasons that Hallmark comes to mind so quickly when you need to buy a greeting card. It is simple, bold, looks good in either color or black and white, and bespeaks the quality required for something to be stamped with a hallmark, so it works well with the company name. While the image might not have communicated the nature of the business when it was first created, it certainly does now!

Next month I’ll share the 2nd key — a great tag line. Be sure to “tune in.”

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Karen Saunders is the owner of MacGraphics Services, a unique design firm for today’s entrepreneur. Whether you outsource your promotional pieces or are a do-it-yourselfer, Karen takes the mystery out of marketing. Learn the Top 5 Mistakes that can cost you money by signing up for her FREE e-course, available for a limited time. To take advantage of this e-course and find out how easy it can be to attract more clients, click here: www.macgraphics.net/FreeStuff.php. You can also contact her at 888-796-7300, or karen@macgraphics.net

Visit my website to see portfolio samples of book covers, brochures, logos, ads and speaker one-sheet designs: www.MacGraphics.net

If you enjoyed reading my ezine and posts, you will LOVE my ebook, Turn Eye Appeal into Buy Appeal: How to easily transform your marketing pieces into dazzling, persuasive sales tools! This organized guidebook has short chapters, over 200 hyperlinks and full-color graphic examples. Hundreds of business owners have used my simple do-it-yourself reference guide to create stunning marketing materials that really SELL their products and services! To learn how you can get this indispensable book, click here: www.BuyAppealMarketing.com

But wait, there’s more . . .

To sign up for FREE audio classes, articles or an eCourse on design and marketing tips click here:www.macgraphics.net

P.S. See that envelope icon below this posting? If you click on the envelope you can email this posting to a friend.

2008-03-27T10:04:00.003-06:00

March 2008 Issue
Read This Before You Hire A Graphic Designer

When you own your own business, there’s never a dull moment. That’s why I wrote Turn Eye Appeal Into Buy Appeal. It’s the do-it-yourself graphic design handbook that makes marketing your business as easy as 1-2-3. There are some projects, though, where it pays to hire a graphic designer. When it’s time to hire a graphic designer, these 5 essential tips can save you a lot of time and money:

1) Figure out if you can do it yourself
If you are not a professional graphic designer, you could spend days — even weeks — to make a brochure or flyer that a professional designer could do in a matter of hours. For major projects that will be a big part of your marketing campaign, you’ll want to take advantage of the experience a graphic designer can offer. Once you find the right designer, you will have access to a consistent style of graphics for all your marketing pieces.

2) Check out their samples
Do you like what you see? If their portfolio includes the design elements that you are looking for, then you’ll know if their style is going to mesh with your style. And of course, you’ll want to see how their style will work for your type of product or service.

3) Get references
Your best place to start would be by asking friends and colleagues if they can recommend someone. Also, many graphic designers will include testimonials
either on their website or correspondence. Don’t be shy to call . . . it’s why they’re there! You can also check with local printers. They usually know
firsthand what the designers working style is. The website for the American Institute of Graphic Artists (AIGA.com) has a free listing of designers all over the country.

4) Interview your prospective designer
Talk about the size and scope of the project, what your expectations are, and any deadlines you may have. You can get a sense of their work ethic, and see if you will work well together. This gives the designer the chance to ask you questions, too. You’ll know upfront if they have the time and skill to take on your project.

5) Get it in writing
Once you’ve found the right designer, make sure all the details are outlined in an estimate or proposal. Get it in writing and make sure you know what it does (and doesn’t) include. Don’t forget to read any terms and conditions (such as a deposit) and make sure you’re comfortable with them before you start the project.

Now you can go out and hire the graphic designer that’s going to make your marketing campaign come to life!
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Karen Saunders is the owner of MacGraphics Services, a unique design firm for today’s entrepreneur. Whether you outsource your promotional pieces or are a do-it-yourselfer, Karen takes the mystery out of marketing. Learn the Top 5 Mistakes that can cost you money by signing up for her FREE e-course, available for a limited time. To take advantage of this e-course and find out how easy it can be to attract more clients, click here: www.macgraphics.net/FreeStuff.php. You can also contact her at 888-796-7300, or karen@macgraphics.net

Visit my website to see portfolio samples of book covers, brochures, logos, ads and speaker one-sheet designs: www.MacGraphics.net

If you enjoyed reading my ezine and posts, you will LOVE my ebook, Turn Eye Appeal into Buy Appeal: How to easily transform your marketing pieces into dazzling, persuasive sales tools! This organized guidebook has short chapters, over 200 hyperlinks and full-color graphic examples. Hundreds of business owners have used my simple do-it-yourself reference guide to create stunning marketing materials that really SELL their products and services! To learn how you can get this indispensable book, click here: www.BuyAppealMarketing.com

But wait, there’s more . . .

To sign up for FREE audio classes, articles or an eCourse on design and marketing tips click here:www.macgraphics.net

P.S. See that envelope icon below this posting? If you click on the envelope you can email this posting to a friend.

2008-01-30T17:17:00.001-07:00

February 2008 Issue
Author, Edit Thyself

My guest writer today is writer and editor, Barbara McNichol. Her website is www.barbaramcnichol.com

As writers, we can get caught up in an idea or feel particularly attached to a word or phrase. Our writing can suffer as a result. When editing your own manuscript, dare to be brutally honest with yourself. To help you, here’s a list of tips and techniques for steering clear of common pitfalls and strengthening your manuscript along the way.

While you’re editing, ask these questions:
• Is every word, phrase, sentence, paragraph, section, and chapter necessary?
• Is the message clearly understood?
• Can your ideas be expressed more simply?

Miracles do happen, but you likely won’t say yes to these questions after your firstround of writing. So incorporate the following five “rules of thumb” in your revisions. Doing so will eliminate 90% of the weak writing editors see every day.

Make subjects and verbs agree.
Incorrect: A group of writers were in town. (“group” is singular while “were”is plural)
Correct: A group of writers was in town. (“group” is the subject here, not “writers”)

Use parallel construction.
Weak: We’ve learned to read, write, and we’re making sure information is shared.
Stronger: We’ve learned to read, write, and share information.

Make the subject obvious.
Incorrect: Driving down the highway, the new stadium came into view.
(Who was driving down the highway…the stadium?)
Correct: We saw the new stadium as we drove down the highway.

Use the active voice.
Passive: It was decided that everyone would take the class.
Active: The principal decided every student would take the class.

Tell the whole story.
Stories, like plays, are told in three acts:
Act One—set up the situation.
Act Two—develop it.
Act Three—resolve it. Similarly, make the end of your story echo its beginning so it will feel complete to the reader.

While You’re At It, Check for These, Too
• Don’t use “also” and “and” in the same sentence.
• Don’t mix “we” and “you” in same paragraph.
• In text, spell out the name of a state or province fully.
• Write for the ear; always read what you’ve written out loud.
• Eliminate the words “you must” and “you should” as often as possible.
• In text, use “and so on” instead of “etc.” (It’s okay to use “etc.” in a list).
• Use contractions like “can’t” and “don’t” instead of “cannot” and “do not.”
• Writing “ask yourself” and “think to myself” is redundant; use only the verb.
• Here are three four-letter words you just don’t need: very, some, much.
• Differentiate between the words “believe” and “feel”; they have different meanings.
• Take the author “I” out of the writing as much as possible – let the ideas stand for themselves.
• Use the words “I think” and “I believe” sparingly – it’s assumed what’s written is what the author thinks.
• Vary sentence length; I recommend no more than 21 words. Any longer and the meaning is hard to follow.
• Use the verb form of a word rather the noun form – e.g., “Do you struggle?” is better than “Do you have struggles?”
• Present tense is more powerful than future tense. “This book shows you how” is stronger than “this book will show you how.”
• Write with economy of style. It takes more time and effort to write concisely, but the payoff is an easily understood narrative.
• Be precise in the words you select; don’t use “farther” when you mean “further.”

Have a handy reference guide of Word Trippers (available at www.barbaramcnichol.com when you sign up for The Door Opener) so you’ll use the right word every time.

Remember, no wording is sacred. Self edit with a keen eye and a sharp pencil (or keyboard) to tighten and sharpen your message.

Barbara McNichol, Barbara McNichol Editorial, writes and edits articles, book proposals, and manuscripts for authors and entrepreneurs. For more writing tips, sign up for The Door Opener at www.barbaramcnichol.com

Barbara McNichol Editorial
520-615-7910
887-696-4899 (toll free)
Editor@BarbaraMcNichol.com
www.barbaramcnichol.com

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Karen Saunders is the owner of MacGraphics Services, a unique design firm for today’s entrepreneur. Whether you outsource your promotional pieces or are a do-it-yourselfer, Karen takes the mystery out of marketing. Learn the Top 5 Mistakes that can cost you money by signing up for her FREE e-course, available for a limited time. To take advantage of this e-course and find out how easy it can be to attract more clients, click here: www.macgraphics.net/FreeStuff.php. You can also contact her at 888-796-7300, or karen@macgraphics.net

Visit my website to see portfolio samples of book covers, brochures, logos, ads and speaker one-sheet designs: www.MacGraphics.net

If you enjoyed reading my ezine and posts, you will LOVE my ebook, Turn Eye Appeal into Buy Appeal: How to easily transform your marketing pieces into dazzling, persuasive sales tools! This organized guidebook has short chapters, over 200 hyperlinks and full-color graphic examples. Hundreds of business owners have used my simple do-it-yourself reference guide to create stunning marketing materials that really SELL their products and services! To learn how you can get this indispensable book, click here: www.BuyAppealMarketing.com

But wait, there’s more . . .

To sign up for FREE audio classes, articles or an eCourse on design and marketing tips click here:www.macgraphics.net
P.S. See that envelope icon below this posting? If you click on the envelope you can email this posting to a friend.

2007-12-26T15:26:00.001-07:00

January 2008 Issue
5-Step Workflow for Designing and Producing Your Printed Piece

You’re ready to begin—or think you are. You can make the design process go smoothly by following these five steps. Whether you do it all yourself or hire professional help, your project will go through these five stages.

Step 1 — Organize, Plan, Budget
First, set the budget and deadline for your project. Your budget includes all or some of the following: writing, designing, editing, proofreading, illustrations, photography or stock imagery, choosing the right paper, printing, folding, binding, labeling, and distributing.

Everything that goes into making the printed piece comes under the term “production.” To determine various production deadlines, start with the date you want customers to receive your piece and work backward. Leave enough time for the elements noted above. Set deadlines for completing each of these functions.

Step 2 — Concept, Design, Text and Images
Clearly identify your target audience and determine what you want to achieve with your printed piece (e.g., increase your marketing exposure, establish your corporate identity, launch an advertising campaign, etc.).

Outline a “design brief” that clarifies your concepts, goals, and budget for the project. This will help you (or your designer) tailor the design, typography, graphics, and color to your targeted audience. Thinking through these elements of the concept early will also help you stay within your budget. Do black and white “thumbnail” sketches by hand (which are small—about 2” x 2” drawings) of your ideas on paper.

Prepare your text in a word processing program or hire a writer to compose text and headlines to fit the space you need. It’s best to collaborate closely with the writer at this “brainstorming” stage to develop a theme and determine the right amount of text and graphics needed. If you write the copy yourself, I highly recommend
hiring an editor to perfect the language and ensure it’s easy to understand.

Use professional drawing programs such as Corel Draw, Adobe Illustrator or Macromedia Freehand to do your graphics. Then, use photo-editing software such as Adobe Elements or Adobe Photoshop to touch up and crop your scans and photos. Determine what file formats and resolution your graphics and scans should be to produce this project. Don’t hesitate to consult with a designer or printer to get this right!

Step 3 — Page Layout
Once you select a general direction for your project, use a professional page layout program such as Adobe InDesign or Quark Xpress to design your color “comps.” This means compiling the text and graphics into one document.

I recommend you use “grids” to help with the positioning and alignment of text and graphics. These are nonprinting guidelines that make it easy to lay out your document in an organized fashion. Then print your comps as laser prints or low-resolution color PDFs. If you have a multiple page project such as a newsletter, you should design style sheets for reoccurring type treatments. (Setting up style sheets lets you automatically format your text, subheads, headlines, etc.) Using style sheets saves a lot of time throughout the production process. You can have a professional designer set them up for you.

Step 4 — Editing and Proofing
Proofread, proofread, proofread! Hire an editor and/or proofreader for assurance that written mistakes on the piece get noticed and fixed. Be sure to dial all the phone and fax numbers printed on your layout and go to all the websites to confirm that the stated website locations are correct. At the same time, make sure your design aligns well with the words, that the correct captions appear under the illustrations and photographs, and so on.

At this stage, it is best to output high-resolution digital color proofs so you can see a close color reproduction of your piece. Alternatively, you could proofread the pages from a set of black and white or color laser prints. Be sure to review the entire layout before you prepare the files for the printer.

Step 5 — Pre-Press, Approvals, and Printing
Perform a pre-flight checklist (this is a list of specifications you must follow so that your document will print properly), or convert your file to the PDF format to ensure that all graphics and fonts are included in the files sent to the printer. Beware: Skipping this step can lead to delays at the printing stage.

Some printers require a completed “file prep form” to ensure files are submitted properly. For traditionally printed color pieces, the printer may prepare a “matchprint” color proof. Alternatively, your printer may give you digital color proof or black and white proof prints. It’s important to carefully review these proofs for accuracy in matching the colors before printing.

For traditionally printed one or two color jobs, you’ll review blueline proofs, which are contact prints of the film negatives. Made of light-sensitive, off-white material, bluelines show your layout printed in light-blue and medium-blue colors. From these bluelines, you can read the type and distinguish the color breaks (division of colors). Pay careful attention to these bluelines. This is your last opportunity to review your piece before it gets printed. Remember, any changes made at this point are very costly. Please note, most printers are discontinuing matchprints and bluelines, and are now exclusively using digital proofs or “soft” proofs (a pdf file sent to your computer).

Once you sign off on these proofs, you may want to do a press check, which takes place at your printer’s facility while your project runs on the press. At this stage, you verify that the colors and other details are correct before the entire quantity is printed. During the press check process, you get a preview of your finished piece and come away with a sample hot off the press!

Karen Saunders is the owner of MacGraphics Services, a unique design firm for today’s entrepreneur. Whether you outsource your promotional pieces or are a do-it-yourselfer, Karen takes the mystery out of marketing. Learn the Top 5 Mistakes that can cost you money by signing up for her FREE e-course, available for a limited time. To take advantage of this e-course and find out how easy it can be to attract more clients, click here: www.macgraphics.net/FreeStuff.php. You can also contact her at 888-796-7300, or karen@macgraphics.net

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Visit my website to see portfolio samples of book covers, brochures, logos, ads and speaker one-sheet designs: www.MacGraphics.net

If you enjoyed reading my ezine and posts, you will LOVE my ebook, Turn Eye Appeal into Buy Appeal: How to easily transform your marketing pieces into dazzling, persuasive sales tools! This organized guidebook has short chapters, over 200 hyperlinks and full-color graphic examples. Hundreds of business owners have used my simple do-it-yourself reference guide to create stunning marketing materials that really SELL their products and services! To learn how you can get this indispensable book, click here: www.BuyAppealMarketing.com

But wait, there’s more . . .

To sign up for FREE audio classes, articles or an eCourse on design and marketing tips click here:www.macgraphics.net

P.S. See that envelope icon below this posting? If you click on the envelope you can email this posting to a friend.

2007-11-30T20:13:00.001-07:00

December 2007 Issue
7 Crucial Reasons Why You Need to Market Yourself as an Expert Starting TODAY

Article by Nancy Marmolejo www.VivaVisibility.com

My guest writer today is Nancy Marmolejo, “The Visibility Expert.” You may remember she interviewed me on November 14th for a teleseminar on one-sheets.

With the phenomenal rise of media outlets such as cable TV, online networks, blogs, podcasts, and more, never before has the demand for quality information been higher. From magazine publishers to bloggers, expert opinion is needed to provide valuable content for listeners, readers, and web surfers.

As a business owner, you can easily become a recognized expert by taking what you already know and using it as a marketing tool. With the right combination of expertise and visibility, you create credibility. And with credibility, doors open.

Here are 7 crucial reasons why you need to market your expertise starting TODAY.

Reason #1: Experts get thousands of dollars of free PR.

Do the math: A ¼ page ad can run hundreds to tens of thousands of dollars in a magazine. Studies show that consumers need several impressions of an ad before they take action, so figure on buying at least 3-5 ads. Factor in the cost of a graphic designer, maybe a PR firm, and you are making a major investment.

On the other hand, a 1-2 paragraph quote in the same paper will cost you nothing and takes up the same amount of room. Not only does it validate you as an expert, but also mentions your business and more info on you. Because it is not paid advertising, the consumer sees it as more credible and legitimate. You earned that recognition through your expertise. The snowball effect begins as new customers and other media outlets learn more about you. An expert is born.

Reason #2: Nothing says CREDIBILITY better than the words “Recognized Expert”

Once the word is out that you’re a recognized expert, people will treat you differently and new doors will open. Whether you choose to be an expert for a small local market or an international audience, you now possess a higher level of credibility. Inside you may feel the same, but on the outside others perceive you in a higher esteem. Remember that reporter who could never remember your name? Now that you’re an expert, she wants to sit next to you at every networking event and learn more about your business. You’ll find people waiting in line to get to you. Human nature is a funny thing; now you can use it to impress your peers and position yourself as a leader in your field.

Reason #3: As an expert, you have a unique perspective and the world wants to hear it!

You may think there’s nothing new to say about your industry. Perhaps you’re convinced what you have to say isn’t good enough or original. Don’t limit your beliefs with what already exists. You do have something unique to say because no one has said it in your voice, with your style, and with your personality. Imagine if no artist ever painted the human form again because Rembrandt did it so well. By withholding your expertise, you are denying your ideal market the chance to learn from a new perspective.

Reason #4: Information is King!

And you hold the keys to the kingdom. This is the Information Age and your information is not only valued, but is in high demand. From paid speaking engagements to high priced information products, you can reap the benefits from this trend.

Reason #5: Experts save people valuable time.

A downside of the information age is that most people are suffering from information overload. We simply can’t keep up with all that is generated each day. By going public with your expertise, you serve as an information filter. You are taking years of experience and information and condensing it into comprehensible pieces. Rather than someone spending hours exploring websites or buying magazines, one simple article or speech by you may be all they need to grasp a challenging topic. Remember: what comes easily to you doesn’t come easily to others. Use that to your advantage.

Reason #6: Experts get paid more. Lots more . . .

We all know the law of supply and demand: the more in-demand you are, the less available you are. When your visibility increases, more people are going to want your products or services. Imagine you’re a consultant who charges $150 an hour. You are quoted in a major magazine and flooded with business proposals—more than you can handle. With such an influx, you can now double your hourly rate and people will gladly pay it! Even if you cut down on your work hours, you can still come out ahead. You are now in the position to create the lifestyle you’ve always wanted with your newfound fame.

Reason #7: People are already asking you for advice . . . so why aren’t you leveraging that?

You are brilliant and may not realize to what extent. Think of how many people call or email you with “quick questions”. A quick questions for you is easy . . . but imagine how much time the person would have to spend searching if you weren’t around? You can start the steps today to use your expertise to market your business in a whole new, exciting, creative way.

Experts come in all shapes and sizes, preferring different forms of free publicity. Maybe some coverage in the local paper or a trade journal is good enough for you, or perhaps you want to be on national TV. Whatever your goals, assess which avenues are best for you and chart the course to make it happen.

With the right combination of expertise, visibility, and credibility, your business can soar to new heights and you may discover a love for the limelight!

About the author:
Award winning businesswoman Nancy Marmolejo turns ordinary business owners into extraordinary entrepreneurs by adding the words “recognized expert” to their titles. With a proven marketing system to boost visibility and well honed coaching skills to get you there, Nancy wants you to stand out, get noticed, and get more business by positioning yourself as a recognized expert. Nancy has appeared numerous times on TV, in print, and online as an expert and receives thousands of dollars of free PR simply by sharing her knowledge with others.

Learn how simple it is to market yourself as an expert by visiting Nancy’s website www.VivaVisibility.com for a free audio course, 7 Quick and Simple Tips to Stand Out and Sizzle as a Sought After, Recognized Expert

Copyright Nancy Marmolejo 2007 All Rights Reserved

Karen Saunders is the owner of MacGraphics Services, a unique design firm for today’s entrepreneur. Whether you outsource your promotional pieces or are a do-it-yourselfer, Karen takes the mystery out of marketing. Learn the Top 5 Mistakes that can cost you money by signing up for her FREE e-course, available for a limited time. To take advantage of this e-course and find out how easy it can be to attract more clients, click here: www.macgraphics.net/FreeStuff.php. You can also contact her at 888-796-7300, or karen@macgraphics.net

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Visit my website to see portfolio samples of book covers, brochures, logos, ads and speaker one-sheet designs: www.MacGraphics.net

If you enjoyed reading my ezine and posts, you will LOVE my ebook, Turn Eye Appeal into Buy Appeal: How to easily transform your marketing pieces into dazzling, persuasive sales tools! This organized guidebook has short chapters, over 200 hyperlinks and full-color graphic examples. Hundreds of business owners have used my simple do-it-yourself reference guide to create stunning marketing materials that really SELL their products and services! To learn how you can get this indispensable book, click here: www.BuyAppealMarketing.com

But wait, there’s more . . .

To sign up for FREE audio classes, articles or an eCourse on design and marketing tips click here:www.macgraphics.net

P.S. See that envelope icon below this posting? If you click on the envelope you can email this posting to a friend.

2007-10-30T18:05:00.002-06:00

November 2007 Issue
Design a Book Cover that Flies Off the Shelf!

Last month I revealed layout secrets from typesetters of best selling books. A professional book interior layout is just one ingredient in a recipe for designing a book that grabs attention and sells. Another ingredient is an eye-catching cover. Here are some things to consider before designing your next cover.

A book cover is like your bait. You have four ways to get consumers to bite, which are the front cover, back cover, spine, and possibly inside flaps. E-books are changing the face of book sales a bit, which makes it even more important to have a powerful book cover. If it looks good in the thumbnail on a web page, it will look great enlarged.

Front Cover
On the front cover you have your title, subtitle, and your name. Pretty basic, right? OK, so what if you add an endorsement or a short testimonial from a VIP? Now your cover is working for you. The whole design should give people, at a glance, a sign of what’s inside.

All of your graphics should be bold and colorful, but uncluttered. Simple is better. You also want to make sure the colors you choose are going to convert well to black and white. That way you know your cover will still look good in black and white ads, catalogs, and flyers. Here are a few recent covers I've designed:

Spine
This one’s for the library, folks. Put your name, title and publishing company logo. Again, bold, contrasting colors will show up well. Use a clean font that is uncluttered and legible.

Back Cover
Help the bookstore out by putting a category name in the upper left corner of your book so they know where to shelve it. Now you do a little sales. You need a great headline, addressing who should buy the book. Then some sales copy, telling readers what the book is about. Finally, a bullet list of benefits.

Testimonials are great, and can sell the book for you. Keep it to no more than three, though. And don’t forget your picture! Readers love to see who’s talking to them. Credit for your book cover’s illustrator, photographer and/or designer should also be included here.

Then you give them the “bottom line,” a line of sales copy close to the bottom that closes the sale, so to speak. Position the price in the lower left corner and the 13-digit ISBN number in the lower right hand corner, and your back cover is complete!

Inside Flaps
If your book has inside flaps to work with, you have even more room for sales copy. You can also do a short “teaser,” giving readers a small taste of what they’ll find inside – just enough to whet the appetite. Now you put your photo and bio in, and give people the chance to get to know the author.

It’s all about presentation, and your book needs more than just a pretty package. Make your book cover design as powerful as what’s inside, and you have a winning combination!

Karen Saunders is the owner of MacGraphics Services, a unique design firm for today’s entrepreneur. Whether you outsource your promotional pieces or are a do-it-yourselfer, Karen takes the mystery out of marketing. Learn the Top 5 Mistakes that can cost you money by signing up for her FREE e-course, available for a limited time. To take advantage of this e-course and find out how easy it can be to attract more clients, click here: www./macgraphics.net/FreeStuff.php. You can also contact her at 888-796-7300, or karen@macgraphics.net

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Visit my website to see portfolio samples of book covers, brochures, logos, ads and speaker one-sheet designs: www.MacGraphics.net

If you enjoyed reading my ezine and posts, you will LOVE my ebook, Turn Eye Appeal into Buy Appeal: How to easily transform your marketing pieces into dazzling, persuasive sales tools! This organized guidebook has short chapters, over 200 hyperlinks and full-color graphic examples. Hundreds of business owners have used my simple do-it-yourself reference guide to create stunning marketing materials that really SELL their products and services! To learn how you can get this indispensable book, click here: www.BuyAppealMarketing.com

But wait, there’s more . . .

To sign up for FREE audio classes, articles or an eCourse on design and marketing tips click here:www.macgraphics.net

P.S. See that envelope icon below this posting? If you click on the envelope you can email this posting to a friend.

2007-09-23T13:02:00.001-06:00

October 2007 Issue
Turn Page Turners Into Buyers With Great Page Layouts

Your book’s more than a collection of words on pages. It’s your baby. But will other people find it as beautiful as you do? That depends. How do you dress it? In other words, what do your pages look like?

Layout makes all the difference. You can have the most riveting, meaningful, Nobel prize-worthy masterpiece in the bookstore, but it will be very lonely on those shelves if no one wants to buy it.

Here’s how John Q. Citizen shops for a book. He saunters into his favorite bookshop with nothing in particular in mind to purchase. He picks up a book because of its great cover (more on the baby’s “coat” next month) or because it has an interesting title. He opens it up, flips through the pages a few times, closes the book, and puts it back. Why he didn’t buy it has a lot to do with the page layout.

A book with body copy that’s too small or with narrow spaces between the lines is hard to read. And hard to read means hard to sell. That’s why you need a professional book designer. Read on for layout secrets from the typesetters of best-selling books.

Let’s talk about fonts.
Look at your book collection and pay attention to the fonts. The letters should be large enough to read without straining your eyes. They should look good on the page and be appropriate for both the reader and the book. If you look at the children’s section of a bookstore, for example, you’ll find large type that’s easier for little eyes to read. And the variety of fonts available allows you to match font to the personality or age groups of your readers.

Good choices for body copy are Garamond, Caslon, Goudy, Stone Print, New Century Schoolbook, and Janson Text 55 Roman. Now for your chapter heads and subtitles, you can go with a bold font, such as Helvetica Bold, Gill Sans Bold, Eras Bold, Univers Black, and Franklin Gothic Demi. Remember that all caps are hard to read, so don’t use them—even for your titles or table of contents.

The space between.
We used to call it spacing in typing class, but the term leading refers to the space between your typed lines. The size of the font (i.e., 10-point, 12-point, etc.) together with the space between the lines gives you your measurement. For example, 10/12 (read 10 on 12) is 10-point type with 12 point leading. The rule of thumb is that in body copy, your leading should be about 120% of the point size of the text. So for 10-point text you’d use 10/12 or for 12-point text 12/14.4. Also, if your lines are long, you should increase your leading for easier readability.

Can you justify it?
Most books nowadays are set with full-justified type. This means the words end evenly on the right side. Pages look full and have a tighter, more professional appearance. In addition, people can read them faster because the eyes aren’t constantly adjusting to different line lengths. This brings me to my next point.

How long is too long?
Reading long lines causes fatigue. You don’t want people to fall asleep reading your book, do you? On the other hand, if your lines are too short, the text looks choppy, and you break up too many words and phrases. A happy medium is to set lines at about 65 characters. Set up your column width to allow for at least a 1” to 1.25” gutter (inside edge) and .5” border for top, bottom, and outside edges.

All these techniques add appeal to potential readers, and that means more book sales. Who knows, you could end up with the next big best seller!

Karen Saunders is the owner of MacGraphics Services, a unique design firm for today’s entrepreneur. Whether you outsource your promotional pieces or are a do-it-yourselfer, Karen takes the mystery out of marketing. Learn the Top 5 Mistakes that can cost you money by signing up for her FREE e-course, available for a limited time. To take advantage of this e-course and find out how easy it can be to attract more clients, click here: www./macgraphics.net/FreeStuff.php. You can also contact her at 888-796-7300, or karen@macgraphics.net

------------------------

Visit my website to see portfolio samples of book covers, brochures, logos, ads and speaker one-sheet designs: www.MacGraphics.net

If you enjoyed reading my ezine and posts, you will LOVE my ebook, Turn Eye Appeal into Buy Appeal: How to easily transform your marketing pieces into dazzling, persuasive sales tools! This organized guidebook has short chapters, over 200 hyperlinks and full-color graphic examples. Hundreds of business owners have used my simple do-it-yourself reference guide to create stunning marketing materials that really SELL their products and services! To learn how you can get this indispensable book, click here: www.BuyAppealMarketing.com

But wait, there’s more . . .

To sign up for FREE audio classes, articles or an eCourse on design and marketing tips click here:www.macgraphics.net

P.S. See that envelope icon below this posting? If you click on the envelope you can email this posting to a friend.

2007-08-26T18:01:00.001-06:00

September 2007 Issue
How To Make Your First Impression Last — Part 2

In Part 1 of my “First Impression Last” story, I told you about my quest to find a contractor to landscape my backyard . . . and the trouble I had figuring out who’s who with the generic batch of business cards I brought home from the local home show! I finally did get in touch with the right person for the job, but it was almost like finding a needle in a haystack. It shouldn’t be that hard to figure out what your specialty or niche is.

I was at a Chamber of Commerce mixer a few weeks ago, which can be a great place to network for small business owners. And for someone who specializes in marketing (i.e. me), it’s also fun to take a gander at business cards, brochures, and other promotional materials to see what’s going on out there. It’s amazing how many people are out there to network, but they hand you a business card that leaves you saying, “OK, so, what is it that you do?”

Take Angela, for example. She owns a candle shop. She has candles that look like cakes, candles that smell like your mom’s apple pie, and even some with therapeutic aromatherapy. I learned all this from talking to her at the mixer. Which is the only way I would have learned it, because her card left a little to be desired. It had the name of her shop and her name, title, address and phone number. Boring! A good logo coupled with a clever tag line, a font and color scheme that complements the soothing mood that burning candles create, and she would have a card that not only gives people the pertinent information, but also the feeling of being relaxed. She wouldn’t have to talk so much, because her card would do the work for her!

Your business card is your introduction, so make it a good one! Here are 7 more topnotch tips to keep your card out of the wastebasket and into the rolodex! (The first 7 are in Part 1, the August issue)

The First Top 7 Tips:

1) Don’t get too crazy with the fonts. Make it appropriate for your business, without the trendy or overly embellished versions that are available out there.

2) Keep a tight rein on your text. Think small and compact, and your text will have a much more professional look.

3) Avoid using all capital letters, because THEY ARE HARD TO READ. It looks unprofessional, not to mention it implies that you are shouting at the reader. You don’t want to scare anyone off, do you?

4) Use a grid. It helps you to align texts and objects to each other in a way that you just can’t do with the naked eye.

5) Any illustrations that you use should be bold, not delicate. When you try to print all that detail at the small size of a card, it just looks muddy and you lose the look you were going for.

6) I said bold, not amateur. Illustrations from clip-art are usually out-dated and campy. Find a good quality resource for your illustrations, and stay away from the I-did-it-myself look.

7) Don’t forget the back! That’s wasted real estate back there. Why not put a special offer, photo or something else enticing to encourage people to call. Be creative! The following are the 3 business cards I’ve designed for Alpaca ranchers. Notice how I used the front and back sides of the card.

OK, now you are all set to let your little business card do big things for your business! If it’s the first impression people get about you, you want to make sure it’s a memorable one. Your success depends on it!

Karen Saunders is the owner of MacGraphics Services, a unique design firm for today’s entrepreneur. Whether you outsource your promotional pieces or are a do-it-yourselfer, Karen takes the mystery out of marketing. Learn the Top 5 Mistakes that can cost you money by signing up for her FREE e-course, available for a limited time. To take advantage of this e-course and find out how easy it can be to attract more clients, click here: www./macgraphics.net/FreeStuff.php. You can also contact her at 888-796-7300, or karen@macgraphics.net

------------------------

Visit my website to see portfolio samples of book covers, brochures, logos, ads and speaker one-sheet designs: www.MacGraphics.net

If you enjoyed reading my ezine and posts, you will LOVE my ebook, Turn Eye Appeal into Buy Appeal: How to easily transform your marketing pieces into dazzling, persuasive sales tools! This organized guidebook has short chapters, over 200 hyperlinks and full-color graphic examples. Hundreds of business owners have used my simple do-it-yourself reference guide to create stunning marketing materials that really SELL their products and services! To learn how you can get this indispensable book, click here: www.BuyAppealMarketing.com

But wait, there’s more . . .

To sign up for FREE audio classes, articles or an eCourse on design and marketing tips click here:www.macgraphics.net

P.S. See that envelope icon below this posting? If you click on the envelope you can email this posting to a friend.

2007-07-22T17:44:00.001-06:00

August 2007 Issue
How To Make Your First Impression Last — Part 1

Let me tell you about the last home show I went to. It was your typical home show with lots of booths, pretty displays, loads of freebies. But I wasn’t interested in all that. I was on a mission. I needed a landscaping contractor to take my dismal, ordinary backyard and turn it into Fantasy Island. Not too much to ask, right?

I was prepared to spend all day, if necessary, talking with every last landscaping contractor there in order to find someone to make my dream come true. So I grabbed a tall mocha on the way in, took a plastic goodie bag from the entry table, and set off to find me a contractor.

Not as easy as it sounds. Everyone seemed to have a great deal going, and the displays were all so gorgeous, and pretty soon all the people I met seemed to blend together! On the upside, I did collect a lot of pretty brochures to put in my bag, not to mention some nifty water bottles and key chains.

When I got home later that evening, I slipped on some comfy clothes, sat down with a cup of hot tea, and started sorting through all the business cards I’d collected. But, I had so many cards it was hard to remember who was who! Which one was the guy that specialized in outdoor kitchens? And the one that did those waterfall scenes, which one was that? Ahh!

I don’t remember what every one said. I just remember what I liked. But it was hard to tell anyone apart from this stack of cards! Is there a way to set yourself apart from the crowd with just your business card?

Absolutely! A business card, while small in size, is your big weapon. Here are 7 topnotch tips to keep your card out of the wastebasket and into the rolodex! (I’ll give you my other 7 in my next ezine)

The First Top 7 Tips:

1) Choose a cover stock with some meat on it! Ever pick up a card that is just wimpy? You know what I mean, the kind that bends right in your hand, and by the time you get back to the office it’s a crumpled mess. It’s cheap paper, and shows other people that you might be cheap in your business practices, too. Go see your printer, get a free swatch book, and feel the difference for yourself. This is your first impression, so make it a strong one!

2) Create a focal point — something that really stands out — to draw the reader’s eye. Maybe something in a contrasting color, or a unique graphic. Use your imagination.

3) Your logo should be clear and strong, and should still look great when it’s reduced down to fit on a card. Think about that when you’re designing your logo, because it should be the same on every print item that you put out.

4) Remember, in marketing less is more. Don’t make your reader work by having a lot of text to read. Use white space to balance the layout, and just give enough information so they know what your specialty is.

5) Use a highlight color sparingly, and only on the one main message you want to get across. Too much, and it loses its effectiveness.

6) Also, on the highlight color — make sure the color fits with the type of business you have. I can’t tell you how many of those landscaping cards used red or brown, when green would have been perfect!

7) You should have no more than two type fonts on your cards, which also include their “families” — bold, italics, and bold italics.

OK, now you are all set to let your little business card do big things for your business! If it’s the first impression people get about you, you want to make sure it’s a memorable one. Your success depends on it!

Here's an example of an amateurish business card design

This well-designed, conventional 2-color card uses one spot color plus black ink.

This well-designed card uses one spot color and black ink with a grayscale photo.

This dynamic full-color card uses 4-color process inks. The photo is cut out of its background and bleeds off the bottom of the card for maximum impact.

Karen Saunders is the owner of MacGraphics Services, a unique design firm for today’s entrepreneur. Whether you outsource your promotional pieces or are a do-it-yourselfer, Karen takes the mystery out of marketing. Learn the Top 5 Mistakes that can cost you money by signing up for her FREE e-course, available for a limited time. To take advantage of this e-course and find out how easy it can be to attract more clients, click here: www./macgraphics.net/FreeStuff.php. You can also contact her at 888-796-7300, or karen@macgraphics.net

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Visit my website to see portfolio samples of book covers, brochures, logos, ads and speaker one-sheet designs: www.MacGraphics.net

If you enjoyed reading my ezine and posts, you will LOVE my ebook, Turn Eye Appeal into Buy Appeal: How to easily transform your marketing pieces into dazzling, persuasive sales tools! This organized guidebook has short chapters, over 200 hyperlinks and full-color graphic examples. Hundreds of business owners have used my simple do-it-yourself reference guide to create stunning marketing materials that really SELL their products and services! To learn how you can get this indispensable book, click here: www.BuyAppealMarketing.com

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