Tips for Impossible-to-Ignore Brochures

Time for a new brochure for your business? When was the last time you updated it? Maybe you need to tweak a few things or need a complete overhaul.

Either way, here are some fresh ideas to make sure your brochure shines in the face of the competition. Let’s focus on a few items to make sure your brochure isn’t just standing around; it needs to be picked up and read.

Ditch the Building

First of all, remove that picture of your building from the front of the brochure. Although you’re proud of it, your building doesn’t draw people in as you think it might.

Pick photographs that are more eye-catching and appealing to the reader. Photos with people in them or the new product you offer make the best choices. You can reveal the newest, greatest product, or you can use a photo that shows the emotion of how they will feel when they use the product or your business.

Turn Heads with Headlines

Your headlines need to compel readers and make them open the brochure.

It usually takes someone about five seconds to decide to read a brochure or not. That’s not much time, so you need the cover to be the best it can be. 

Know your Audience

Figure out who your audience is and what you hope to accomplish with the brochure; in other words, find out your target market.

There is no way a brochure will be able to tell it all. But it should tell the things that are important to you and your company and essential to the customer. How will your business help them? Be sure to spell this out clearly.

Sell, Don’t Tell

Don’t waste words trying to tell the whole story of your business and why it’s in existence. You need to sell people why your business is the best choice for them.

Have you heard of AIDA?

AIDA is an acronym for Attention, Interest, Desire, and Action. This is the key to unlocking the mystery of how to write your brochure. You need to do all these things to make it a successful brochure. You want to lure them in and let them know how and why you can help them. And you need to make sure you tell them what you want them to do next: return a postcard, go to your website, call you, make an appointment, etc.

Writing

To start, make a list of all the reasons why someone would want to use your business. Use this list in writing the copy for the brochure. Do they want to use your product or services just because you offer them? No.

You need to tell them why you do it better than the competition and how your service is second to none. When doing this, be sure to use compelling headlines and bullet points, which will help move them along in reading your brochure. It needs to be relatable and easy to read. Focus on them, not you. For example, “You will be able to stay in touch with your loved ones easier…” rather than “You will have free long-distance.” Tell them why your company benefits them.

Images

Besides the writing, the image you portray in the brochure is important.

Many novice designers use too many colors and fonts and cram way too much into the brochure. You need white space. And you need to pick a font that looks right for your company image. This will show readers your professionalism.

Paper

Pick the right paper and fold.

There are different ways to design brochures, and it’s up to you to pick the right layout and orientation. The paper options are endless, so it is a great idea to talk with your printer to help you get the desired outcome. Do you want elegance? Do you want something fresh and cutting-edge? Do you want to look funky and fun? The right paper can help push your brochure in the right direction.

We are here to help you design and print the best brochure possible. Check us out today, and let’s get started!

Small Business Tips: How to Decrease Turnover

After the Pandemic, more people are evaluating their lives, which includes their work environment. As an employer, how do you keep your people engaged and rewarded, so they want to stay?

Here are a few ideas on how to decrease turnover so you don’t waste money training people who won’t stay.

Hire the Right People

If your impressions of prospects tell you they won’t fit in, then don’t offer them the job or you will end up with issues.

When interviewing potential employees, ask them situational questions to know how they would react in particular instances. Give them a tour of the business, being sure to mention cultural items at the business. This way, if they don’t feel they fit in, they will eliminate themselves.  

Offer Flexibility

Let new hires (and all team members) come in at a flexible time or leave at a flexible time as long as they get the work done.

This flexibility allows them to attend their children’s school functions, which will help them maintain their work-life balance. Or maybe it’s as simple as letting them work at home or a coffee shop at their leisure.

Compensate Fairly

If a prospective job applicant or a current employee can go elsewhere and make more with better benefits, why would they not take that opportunity?

Be sure to give out raises and bonuses when you can. If employees receive regular raises and bonuses, they will feel appreciated and less likely to look for another work opportunity. Do your research, so you know what others are paying.

Verbally Praise Your Employees

If employees finish a large project or hand things in early, be sure to thank them and applaud them publicly.

Everyone wants to feel appreciated. This doesn’t mean praising everyday tasks. That would be counterproductive because people wouldn’t see this as genuine. But when they take on a large project or a difficult task, congratulate them.

Provide a Future

Show new hires that there is room for growth, whether a new title or salary.

Show them that you value them and want them to be engaged with their tasks. Sometimes people get bored with doing the same job all the time. Provide new challenges and projects that they can look forward to doing.

Even though the average turnover is 10% to 20%, you can help keep your employees with a little extra effort. By appreciating them, helping them succeed, and more, you will be sure that you are doing all you can. We do all we can to keep your business as well. Check us out today!

Choosing the Right Paper for Your Next Print Project

People might think paper isn’t a big choice when starting a project. However, that couldn’t be further from the truth.

Choosing paper is one of the first things you should decide on when starting your new project. No one sheet fits every project. Paper is three-dimensional and makes all the difference in how your project turns out.

When your rough graphic design is done, the next step should be to talk to your printer about choosing the right papers. Ask them for their paper suggestions so you can decide what would be best.   

Turnaround Times for Paper

Getting your quote early will help you know the turnaround time to expect and when you will need to provide the design to your printing firm to get it on time.

Durability of Paper

When choosing the right paper, evaluate whether it needs to be something that will last or if it’s something meant for a shorter lifespan. If meant for direct mail, you might choose something less sturdy. But if you are working on a marketing brochure, annual report, or a catalog, you will need something sturdier and more heavy duty.

Personality of Paper

Considering the life span, texture, color, and personality of the piece will determine what type of paper you should use. Ask yourself what impression you hope to make with this piece; then make sure your paper represents that well.

For example, if you are promoting the environment, be sure to use recycled paper. A non-profit asking for money probably doesn’t want to invest in top-tier quality because it might make the recipients think they already have enough money. However, if you want to represent quality and luxury, choose a paper that will represent that.

Use a coated, glossy, matte, or silk sheet for colorful, crisp images or photographic reproduction. For more of an understated type of image, use fluorescent inks and the more natural surface of uncoated papers. 

If you want to create a unique look, try a one-color printing job. Pair it with unusually textured papers or specialty papers. This is a huge trend in Europe and is making its way to the United States and Canada.

The Many Whites of Paper

Just when you think your project is easy because you want white paper, think again. There is blue-white, balanced white, natural white, soft white, and much more. You will definitely want to talk to your printer about these options. The blue-white is quite popular right now because it allows the various colors to shine through. Warmer whites are more comfortable for the eyes to read for long periods of time.

Other Paper Considerations

If you are looking to print on both sides with heavy ink, you will want to talk to your printer about choosing a heavier stock. If your project will be mailed, you will need to consider the weight to make sure it fits the USPS requirements; otherwise, it can cost you more to mail.

There are so many variables when it comes to printing your latest marketing project, and that’s why we are here to help. We offer sound advice with solid delivery on our promises. We want to help your business shine. Contact us today!

 

5 Steps to Combat the Comparison Trap

In today’s society, it’s common to try to one-up people, whether it’s with material things or with accomplishments. And to do this, we often compare ourselves to others. But this can do more damage than good. Let’s take a look.

Thomas Mussweiler, a professor of organizational behavior, says, “We’re wired for connection and belonging, but if we constantly compare ourselves to others, we’re putting our happiness, confidence, and mental health at risk.”

Our minds are conditioned to compare ourselves to others, so we know where we stand—if we are good at certain things or not. But when this act of comparing becomes the norm in every area of our lives, our mental health can suffer.

Are you guilty of the comparison game? If so, here are five things you can do to help.

5 Ways to Beat Comparison

1. Embrace Gratitude

Be thankful for what you have.

Write a list or meditate on why you are happy in life. This helps us shift our thinking to positive things rather than looking at what others have that we don’t.

Think about non-material things here as well. It’s great to be thankful for a house and car, but don’t forget those around you, too.

2. Set Goals for Yourself

Without comparing yourself to others, set healthful goals that will benefit you in the long run.

Maybe you want to exercise for the health of it (rather than to be smaller than your best friend). Or perhaps you want to read more books this year than you did last year. Maybe you want to earn a degree to broaden your horizons. Or perhaps you want to travel with your loved one so you can share more experiences with them (versus trying to have better FaceBook pics.)

Setting goals is great if you do it with the right focus.

3. Celebrate You

Start a real list of what you like about yourself.

Be careful not to make it sound like a resume. Be real. What are some things you do that you are proud to do? Are you a good baker? Are you good at cheering people up? Are you a giver? Are you creative? Be proud of who you are. 

Being humble doesn’t mean beating yourself up.

4. Praise Others

When you have good friends and family and even coworkers, it’s time to praise them.

It’s a great way to feel good about yourself while you do this. Lifting others up is good for the soul… even the person who is giving the praise.

5. Take a Break from Social Media

When we constantly look at others’ social media posts, it seems like their lives are perfect.

Well, we all know that’s not the truth.

These are only snips of things going on. We never know the whole story. So, why should we put pressure on ourselves to do the same things? We sometimes need a break from social posts to refresh our minds and help ourselves to focus on what really matters in life.

There are so many tempting ways we try to compare ourselves in life. But if we can remember to retrain our brains from comparing ourselves with others, we will be much happier.

At our printing firm, we want to promote you! We know you work hard, and that’s why we celebrate you, too. See what we can do to promote you and your business today!

How to Stay Positive in a Negative World

Remaining positive when negative tension surrounds you is a skill worth mastering and sharing with others.

If you need a few ideas on how to create a positive outlook or cheer others up, here are some you’ll’ find helpful. 

Breathe.

Practice the 4-7-8 technique from Dr. Andrew Wile.

Try this breathing pattern: empty the lungs of air. Breathe in quietly through the nose for 4 seconds. Hold the breath for a count of 7 seconds. Exhale forcefully through the mouth, pursing the lips and making a “whoosh” sound for 8 seconds. Repeat the cycle up to 4 times.

Focus on positive things in your life.

“Living in gratitude” is known to support our physical, psychological, and social health.

It can produce stronger immune systems, better sleep, feeling more joy, and help you be less lonely.

Take a few minutes each day to write down what you are thankful for: a job, family, pet, warm house, nice clothes, friends, etc. Happy chemicals (dopamine and serotonin) are released when thinking of joyous moments. No matter what situation arises, focus on something good.

Create a go-to happy book.

When things are tough, have a Pinterest page, a journal of happy thoughts, a picture album of favorite times, or other ideas that are easy to access. Then when times are tough, go right to that item.

Create a blissful playlist.

Having a playlist ready to go will help elevate your mood at the press of a button. Use music, Ted Talks, comedy bits, bloopers, or animal videos as an easy mood lifter.

Write notes to yourself.

Put up notes with positive quotes to remind you to focus on the positive things. Remind yourself to forgive those who bring you down. This is a healthy release of the negative in order to allow the positive in.

Go outside and look around.

Enjoy soaking up the sun’s rays. Breathe in the fresh air, no matter what season it is. Go for a walk in a new place or an old favorite. Taking time out of the office and home will open up your mind to new perspectives.

Laugh.

Studies have found that laughter lowers stress, anxiety, and depression.

It also improves coping skills, mood, and self-esteem. Watch a favorite comedian or call up a friend who makes you laugh.

Spend time with positive people.

It rubs off on us. Both negativity and positivity are contagious. Schedule time with those positive people so that you can encourage each other to stay positive.

Identify areas of negativity.

If you’re not sure when you are most negative, ask a coworker, friend, or relative.

Then attack your negativity with something positive.

If you are in a bad mood when you drive, try to change your self-talk while driving. Or, if you are negative at work, work on focusing on the positive items at work.

Give yourself time.

Changing your mental state isn’t as easy as it sounds. It takes dedication and work. It’s a focus that might not be natural to you. Be gentle with yourself. Take time to change by starting with one thing at a time.

No matter what area you are focusing on, we can help you have a positive printing experience. We promise to be on time, professional, and help you create beautiful marketing pieces.

Elevate Your Marketing Campaign with Postcards!

Happy New Year! How crazy it’s already 2022! How was your 2021 marketing strategy? Whether splendid or slightly lacking, any marketing strategy has room for improvement.

In the new year, try incorporating (or reincorporating) direct mail marketing strategies. This long-standing proven method, with added new technology, is a perfect way to hit the ground running in 2022.

And the best part? It can start with a simple postcard.

The Many Benefits of Postcards

Postcards are highly effective.

Did you know that 86% of customers take the time to read through their mail? Due to postcards’ higher visibility, you can expect a higher response rate than any other marketing medium, along with a 70% higher brand recall.

This translates into a high return on investment.

Every $167 spent translates into about $2000 in goods sold. That’s a great investment! Increase your benefits by incorporating a fantastic postcard design. 

The Postcard Design

The postcard design is important and should complement your message and marketing strategy. Here are a few aspects of postcard design to keep in mind.

The material is part of the design, and it reflects on your company.  For example, if environmentalism is essential to your company, share that value with your customers by using recycled material. Or, if you want to send a message of quality, then use heavier material. If your postcards are high quality, then your customers will believe your products and/or services to be high quality as well. 

The size of the postcard is important too. Average-sized postcards are great and effective, but more oversized postcards will stand out due to their inherently larger nature. Try giving the 6-inch by 11-inch postcards a try. 

The two main finishes are glossy or matte. A glossy finish portrays elegance, while matte seems more professional.

A well-thought-out headline is important! You want the headline to sum up your main idea while prompting the customer to keep reading.

A call-to-action prompts the potential client to react in response to the postcard. Examples include requesting that the customer call, visit the store, explore the website, or like/follow social media.

Call-to-actions are most effective when there is a deadline associated with them. Therefore, many companies find it beneficial to offer limited-time deals. Along with driving customer interaction and sales, a call-to-action will help you determine the effectiveness of your postcard campaign for future use. 

Developing a Plan

According to Benjamin Franklin, “Failing to plan is planning to fail.” Set yourself up for success by planning your postcard campaign.

Set SMART goals. SMART goals are specific, measurable, achievable, realistic, and timely. 

Set a budget. Don’t break the bank, but invest enough to see results. 

It’s important to be aware of the static and dynamic postcard costs. Static costs don’t change, while dynamic costs depend on the number of postcards you decide to send. The more postcards you send, the overall cost per card is lowered. Static postcard costs include copywriting and design, while dynamic costs include printing services and postage fees. 

Sending the Postcards

Next, you need to decide where you are sending these postcards. 

• Send the postcards to existing customers. Given that they already have shopped at your business before, these postcards would mainly promote another sale.


• Create or rent a new mailing list. This strategy will reach new customers, generating new business. When you create or rent this new mailing list, ideally, you’re going to try to find households within your target market demographic.


• Every Door Direct Mail (EDDM): In this strategy, you mail a postcard to every household within a geographic area. Sometimes specific demographics congregate in neighborhood clusters. If you can identify your target market within a neighborhood, this strategy is useful. If your business is close to a certain neighborhood, it may be helpful to let the locals know about you, and they may love your business out of proximity convenience. 

Repeat!

Send follow-up postcards.

Potential clients need to hear your company’s message about seven times before they decide to buy. The more familiar your business becomes to the customers, the better off you are. In marketing, familiarity generates sales because people are drawn to the familiar.  

Developing a postcard marketing campaign will set your business up for success in 2022!