There is No I in This TEAM

You may be surprised to learn that Richard Branson, the famous and sometimes brash entrepreneur, when speaking about his many companies or successful ventures, rarely mentions "I" and always refers instead to "we." Why? Because he knows that his success has been due in large part to a team, each of whom brought a certain strength to turn the vision into reality.

There are three essential characteristics of any successful business:

1. A Product or Service -- You must be able to make or provide a fantastic product or service.


2. Marketing -- You must have a great story and be able to sell your story to the market.


3. Financial Management -- You must be a smart money manager and reinvest the cash wisely.

Since each of these skills requires a vastly different mindset, no single person can do all of these with any degree of high expertise.

The most successful businesses have all three of these skills spread among their team. The long-term success and viability of your business depends on these three areas. Therefore, it is vital that you have the best-qualified hires for each skill.

Whether you're a micro business or a global brand, the success and growth of your venture depends not only on making the correct hire but also on getting out of the way and letting the experts manage what you hired them to do. Both of these skills are critical to the long-term success of your company. One does not work well without the other.

Your company may not be the size of Richard Branson's companies, but the lessons of hiring the best possible candidates and giving them the necessary space to manage their parts of the business are lessons that apply to all successful enterprises.

Flash Sale Marketing Tips

Flash sales have become one of the marketing industry's hottest new ways to not only grab attention but also boost web traffic and create front-of-mind awareness. While email is typically the key driver of flash sale campaigns, social media is a close follower. Here are a few tips to help you get the most out of your next flash sale marketing campaign:

• Create urgency with a short time window for your sales. These can range from a few hours to a day or two maximum. The longer customers put off buying, the less likely they are to make a purchase. Studies show that flash sales with a three-hour window have the best transaction-to-click rates. Most purchases are made within the first hour.


• Be sure your inventory is adequate for a flash sale, and alert customers if supplies are limited.


• Consider a flash sale with an open-ended coupon promo to increase foot traffic. For example, you might offer a $150 salon coupon for only $75 from 11am-1pm.


• Use multiple avenues to spread the word quickly. These may include email, texting, mobile coupons, Twitter, Facebook, LinkedIn, and other social sites.


• Encourage recipients to share or forward your message to their friends.


• Create an attention-grabbing subject line or header, and follow through with a concise message that communicates the necessary details of your sale.


• Consider sending a reminder. Light a fire under the feet of customers who are interested but dragging their heels, and remind them that your offer expires soon.


• Remember that timing is everything, so determine the best times to blast your recipients. The most common times for a flash sale revolve around lunch or evenings, making the sale accessible to buyers who work during the day.


• Monitor your social accounts closely during a flash sale, since customers will want immediate answers to any potential questions or concerns before the sale expires.


• Consider mailing postcards for big weekend flash sale events to grab attention and give customers a little extra time to prepare for your sale. For example, grab attention with an oversized postcard that says "Save 40% off everything in our store for four hours only on Saturday!"


• Consider offering a live online counter to show how many "deals" have been purchased. Popularity sells, so if XX other people thought it was a good deal, many others will think they need to buy one, too.


• Suggest that shoppers follow you on Facebook or Twitter to ensure they don't miss out on your next exciting sale!

Buzz-Free Writing Tips for Better Marketing

Buzzwords and phrases are common to just about every industry and every business situation. But while your colleagues may understand the jargon you use, your customers and prospects probably don't. In marketing, what you say and how you say it are critical to success. Here are five tips to help you swat the buzz and make your next business letter or marketing piece clear, concise, and jargon-free.

• Keep it simple. As a prospective customer, I want to know what your product does and how that will benefit me. I don't want to hear a bunch of techno-babble and gobbledygook meant to make you look like the smartest person in the room. Use short, declarative sentences and plain, common words. Focus on benefits (what's in it for me) rather than technical details. Avoid hype and outrageous-sounding claims.


• Consider the audience. There may be times when it's ok to include some jargon in your communication. For example, if your audience speaks your industry's language and understands its terminology, a little jargon may actually help to build credibility and confidence. But try to use it sparingly, even in these situations. Too much jargon (even with those who understand it) can end up sounding pretentious.


• Provide a definition or analogy. Sometimes, it's impossible to avoid technical terms when describing a product or service. If you find yourself needing to use a technical term that your audience might not understand, try to explain what that word means in simple, layman's terms or through an analogy. Both of these techniques are used commonly on TV shows that deal with highly technical subject matters.


• Avoid acronyms. Abbreviations have their place, but usually not in customer communication. If you can't avoid acronyms altogether, or you believe the piece will flow better with an acronym or two thrown in, make sure you explain what the acronym stands for the first time you use it.


• Get some feedback. Once you've completed your initial draft and proofed it, have someone else in your office read through it, too. Try to choose someone who is not as familiar with the project you're working on, so they can come at it with fresh eyes and a different perspective.

Know When to Hold 'Em... and When to Fold 'Em

While business generally isn't the place for gambling, you could benefit from some of the tools and lessons learned playing cards (or other games). Here are a few strategies that can help your business grow:

• Create allies. Every business leader needs a strong business associate or partner they can talk to, bounce ideas off of, and count on to keep them focused on the task at hand.


• Think strategically, and keep an eye out for game-changing possibilities that may await you.


• Hone your interpersonal skills, which you'll need for negotiations, business meetings, and day-to-day communications.


• Control your emotions. The cards we are dealt aren't always fair, but you need self control to deal with unfair or frustrating situations.


• Rank your status in comparison to your competition. If your competitor is sweeping the game and overflowing in confidence, you may start to doubt your own abilities, as will others.


• Learn how to take risks. Just as one decision could ultimately make or break the game, decisions you make could affect the fate of your business or the rest of your life.


• Face the odds. Sometimes the cards are stacked against you, and the chances of coming out ahead are slim. If you're up against a challenging hand, either put forth a good fight until the end or learn to walk away.


• Experience is still the best teacher. While books, DVDs, and classes can help you learn faster, the experience of making good and bad decisions can't be found in a book or movie.


• Double down on what works. If you've found a business or marketing strategy that works, keep using it strategically to reap even greater rewards.


• Start over. Whether you win or lose, no game lasts forever. Don't be afraid to start fresh and put your lessons to good use on the next game.

Increase Pricing With Ease

While rising prices are inevitable in the business world, that doesn't mean price increase announcements have to be viewed negatively. Here are a few tips to help you break the ice as painlessly as possible for your customers.

• Announce the price increase with plenty of notice (at least 30 days) before raising your pricing. Don't wait until you're mailing an invoice to let customers know your pricing has changed.


• Build rapport by sending formal, personalized messages to loyal customers via mail, rather than simply sending mass emails or posting a generic sign at your business notifying customers of a price increase. A one-page business letter, postcard, or self-mailer should suffice.


• Depending on your type of business, consider giving customers the opportunity to order more products at the lower price before the price increase takes effect.


• Explain the price increase. For example, you might write, "Our XYZ expenses have increased an average of ZYX percent in the past year, and we can no longer absorb this cost increase by ourselves."


• Consider adding a higher-priced option (even if it isn't a popular seller) in order to keep your best-selling option in the middle price range (rather than the most-expensive choice).


• Bundle your product with extras or premiums that will add perceived value and offset the price increase.


• Offer empathy but remain firm when announcing a price increase. While apologizing may seem courteous, it will also appear is if you don't believe in the price increase.


• Use your price increase announcement to remind customers why they purchase from you. Highlight product features and benefits, and announce any exciting new product updates or new and improved products at the same time.


• Itemize individual products that are typically sold in a bundle to increase perceived value.


• Consider using psychological pricing to raise prices gradually, such as from $9 to $9.99 instead of jumping to $10.


• Consider breaking out fees formerly included in the price. For example, list shipping separately instead of including it in the total price.

If you'd like help developing a creative postcard or mailer to announce price changes, our creative team is here to help. Give us a call today!

After Sale Marketing

Following up after a sale provides an opportunity to offer a heart-felt thank you and ensure customer satisfaction. It also lets you discuss additional services and improve a customer's probable return to your business. Here are a few follow-up tips for after-sale marketing:

• Show your gratitude with a free offer that complements the original purchase. For example, a hair stylist could show thanks by offering a voucher for a free hair styling product. Include specifics, such as a $15 maximum value redeemable within 60 days of postmark.


• Boost sales by providing a coupon for free shipping or 25% off their next order. Encourage customers to pass it on if they don't need to use the offer themselves.


• Suggest complementary products or services that will enhance the initial purchase and increase the customer's satisfaction and loyalty. Consider creating an affiliate program with non-competing businesses to expand your offerings.


• Reward customers for providing referrals. Offer an exclusive discount to both your existing customer and a new referral to increase the number of referrals you receive.


• Highlight your contact information on an item your customers will keep, such as a business card, calendar, customized notepad, magnet, or pen.


• Become a resource to your customers by encouraging customers to sign up for an informational newsletter with industry tips and tricks. You might also consider providing valuable tutorials and training classes.


• Consider using the 10-10-10 follow-up pattern (or even a less-aggressive 30-30-30). Send an initial thank you within 10 days after the purchase. Contact them again after 10 days, then a third time after another 10 days. Vary your method of communication, such as a hand-written note, email, and phone call. Include an offer in all communications, and build on the urgency in each contact.


• Ask for feedback about the customer's recent purchase or send a survey with an incentive to respond. Many customers will be eager to discuss their experience or may even have questions.

If you need creative print ideas to stay in touch your customers, give us a call today. Our creative team is full of ideas to ensure your customers come back for more, and bring new customers with them!

Are you a salesperson or a consultant?

It really doesn't matter what your title is or even what industry you serve. At one level, everybody's in the position of selling something to somebody.

But here's the dilemma: If you ask, most people will readily admit they don't like being sold. Many businesses have "No Soliciting" signs on their doors. Many will slam the phone down the moment they realize you're trying to sell them. Even if you're selling in person, the moment the topic turns to sales, the excuses of why they can't buy what you're selling begin to fly.

So how do you get around this dilemma?

Stop thinking about just selling and instead think about what kind of value you can provide. Think of yourself as a consultant. A salesperson sells products and services. A good consultant first figures out what their prospects really need to make their lives better and then creates a solution to make that pain go away.

To offer real and unique value, you must first gather and collect data about your prospect. Yes, this takes work, but it is precisely this kind of work that results in bringing real value and building a long-term, mutually profitable business relationship.

Transforming yourself from a salesperson to a consultant begins with a change in your mindset. All of the prospects and customers you could ever want are right under your nose waiting for your solutions. But remember: they don't want to be sold. They want you to show them your expertise first. They want you to prove you have their best interest at heart. Most importantly, they want to know that your solution will make their pain go away.

That's what a good consultant does.

The Power of Lists

Lists are more than just an effective way to grab attention. They're also great at getting key points across quickly and increasing readership. Here are a few tips to help you use lists more effectively in your marketing:

• Use abbreviated or partial lists on marketing pieces, such as postcards and email campaigns, and encourage readers to visit your website to learn more.


• Promote your company's competitive advantages with a "top 10 reasons" list.


• Popularity sells. Use a list to advertise your biggest selling products, such as "Our Top 5 Most Popular Products from 2012."


• Use a list to announce or introduce new products or services.


• Use a list as an alternative to long paragraphs of text, and enable readers to quickly scan your key points.


• For greater effectiveness, keep your lists brief, such as "10 Ways to..." or "15 Tips to..."


• Structure your list logically (largest to smallest, most to least popular, or simply your strongest tips first).


• If your list includes more than just a few words for each key point, consider using bold sub-headers with brief descriptions behind them.


• For "top 10" style lists, always number your entries, so readers can easily follow along.


• Be sure to include a source whenever appropriate, especially if your list contains hard facts or data.

Dream Killer

Doubt kills more dreams than failure ever will.

Fear and self-doubt are two of the biggest dream killers in most of us. Success often comes down to what we're willing to do about it.

Will you take some risks and do something different than what you've always done?

Many of us are so afraid of failing that sadly we'll never take the leap of faith required to do anything worthwhile in this life.

Whether the dream is about starting a business, getting an advancement at work, or simply finishing a major project, something seems to hold us back.

It's tempting to use the excuse that something external has forced us to procrastinate, but most of the time that something is really inner self-sabotage.

That inner voice does its best to derail and destroy our dreams. So we fail before we even start. And that pattern repeats itself, over and over again, like a bad nightmare.

To stop and crush that sequence we have to do one thing: take action without regard to possible failure in the ultimate outcome.

Yes, we should be prudent in researching, reflecting, and consulting beforehand. But if all signs point to moving forward, we shouldn't hesitate. Instead, we need to put one foot in front of the other and take action.

Success comes from taking imperfect action. Why? Because the day everything's perfect enough will never come.

So take imperfect action starting today. Your dreams will thank you.

Please Give It Some Air

Humans can't live long without breathing.

A plant will wither and die without sun, water, and air.

A car can't get very far without fuel.

So what makes us think that a business can keep going without doing effective marketing?

It can't.

Leads are the life-blood of any business, regardless of size or industry. Leads turn into profitable customers and revenue.

Having a business without a marketing strategy and marketing plan is like having a garden that's left to its own devices. Without constant pruning, watering, and the sun, the beautiful garden will be choked with weeds and soon turn into an eyesore.

Your business needs a continual flow of quality traffic. This traffic won't come to you on its own. People won't seek out your products and services unless you give them a reason to.

A marketing plan can be very simple.

• Figure out who your best customers are.


• Come up with messages to attract more prospects who are just like your best customers.


• Use various media (like direct mail) to let that market segment know what you're all about.


• Create a marketing calendar to help you remember to market on a consistent basis, so your prospect pipeline never runs dry again.

Your business is a living, breathing entity. Prospects, leads, and traffic are like the air it needs to breathe.

Marketing your business with a strategic plan is the best way to ensure your business will never run out of the air it needs to survive and grow. Call PaperGraphics today and let us help you market your business. 254-773-7391 or www.papergraphicsltd.com

Please Give Me a Call

With the recent explosion of marketing avenues available to businesses, it's easy to forget some of the fundamental building blocks that go into making a company successful. Take, for instance, that telephone in your office. It may not be as sexy or new as social media, but it packs a much bigger and more immediate punch than tweeting or Facebook posts! Perhaps the most important method of communicating with your clients and prospects is still that little old telephone.

The phone connects your business with your audience in ways that email and social media can't. The sound of the human voice and the interaction between two people on the phone can never be replicated or replaced by any other medium. That interaction can either increase or decrease your business in terms of traffic and revenue. Most callers will base their decision about whether or not to do business with your company on how they are treated on that phone call.

No amount of marketing and PR can overcome a negative experience on a phone call with your office. So before you move forward with any new marketing, make sure all that effort doesn't go to waste when a prospect calls your business.

You can either pay someone or ask a friend to call your business and pose as a potential customer. Have the calls recorded. Review these recordings on a regular basis, and share both the positive and negative calls with your staff, along with items you find that need to be corrected. These are extremely valuable training times. It takes a little effort on your part, but the rewards will pay off for many years to come.

By making sure that all callers experience a positive event when calling your business, you have a strong pillar to continue building your successful business.

It's 11:30. Are You Ready?

Deadline Lessons from Saturday Night Live

Saturday Night Live (SNL) producer Lorne Michaels once said, "I say it every week: We don't go on because we're ready. We go on because it's 11:30." He went on to say that being "ready" is a state of mind, one you can condition yourself to overcome with regular deadlines.

SNL is a long-running late-night live television sketch comedy created by Lorne Michaels. The live aspect of the show requires an absolute commitment to being ready to go on air at 11:30 eastern time every Saturday. It's a hard deadline. No excuses can be accepted or tolerated. The show begins with a topical sketch, at the end of which someone breaks from the skit and shouts: "Live from New York, it's Saturday Night!"

But before the show airs each Saturday night, an entire week's worth of preparation has gone into making that episode a reality. Monday starts with a production meeting where ideas for the following week's skits are pitched. On Tuesday, the ideas chosen are turned into skits, and on Wednesday they're reviewed to pick the best ones to move forward.

On Thursday, the skits are tweaked and adjusted as needed. The winning skits are rehearsed on Friday and then once more before a live audience on Saturday at 8 PM before the actual live performance at 11:30.

Whatever project you're creating -- whether large and elaborate or small and simple -- you likely follow a similar process. Your ideas are put on paper, the best survive, an action plan to move forward is chosen, and deadlines are given. Everything is ready, so then why do some ideas and projects never get done?

Over-thinking, doubt, procrastination, and perfectionism are the enemies of deadlines. Each one can play the role of devil's advocate in your head to delay and destroy deadlines.

The cure might be to learn from SNL and Lorne Michaels. Take imperfect action when necessary. When you delay, nothing can move forward. You can always correct course and improvise as you move toward your goals, but nothing can happen unless you make that leap of faith to take the first steps.

SNL has aired some 730 episodes since its debut and began its 38th season this year, making it one of the longest-running network television programs in the United States. It has produced countless stars, created immense wealth for the creators, and entertained several generations of audiences over the years. The live aspect of the show creates a certain drama that most other shows lack. Some of the jokes fall flat, and there are unexpected surprises in many shows that had not been rehearsed. But the actors improvise as needed, and the show always goes on.

SNL doesn't go on air at 11:30 every Saturday evening because they are ready. It goes on because it's 11:30. You may never be "ready" enough if you don't commit to a deadline to go live. Set aside your fears and worries. Time is wasting, and you may never get another chance to go live again.

Your Print Marketing 3-Step Rule

Every print marketing piece should have an end goal in mind. Depending on the type of marketing piece, these goals can range from simply building name recognition to creating curiosity and ultimately generating sales. The next time you find yourself struggling to create print marketing that will get noticed, remember these three steps to maximize your effectiveness:

Step 1: Grab attention.
Start by getting your reader's attention. Remember this must happen from the initial glance at your promotional piece. Try using a bold headline, graphic, photo, or marketing claim. Choose something that encourages viewers to take a moment to read your marketing message.

Step 2: Create interest.
Provide teaser information that will engage prospects and entice them to learn more. Teaser information could include an announcement about exciting new products or features, a current or upcoming promotion, or anything else that will persuade customers to learn more.

Step 3: Engage the reader.
Provide a call to action for readers who have taken time to read your marketing message. This could vary from prospects who simply want more information to those who are ready to make a purchase. Provide a website address, phone number, directions, or other contact information that makes it easy for prospects to get in contact with you about your product or service. Consider creating a website landing page that is specific for the highlighted product or service. A landing page can not only make it easy to track interest generated from your promotional piece, but it can also make it easier for the reader to learn more without losing interest wading through an information-packed website.

Our creative team specializes in creating marketing pieces that will get noticed and remembered. Give us a call today if you need help or ideas for creating the perfect marketing piece that will increase awareness and boost sales. Give us a call today at 254-773-7391 or visit it 24/7 at www.papergraphicsltd.com.

Marketing Tips from Animals Pics

When it comes to marketing, we can learn a lot from photos of adorable animals. Here are a few key tips to take away the next time you catch yourself oohing and aahing over an adorable fuzzy kitten or roly-poly puppy:

• Have you ever noticed how adorable animal photos have a knack for engaging a wide variety of people with various interests? While marketing is most effective when aimed at a targeted audience, you should strive to appeal to a variety of personalities within your audience.


• Photos grab attention and have the power to invoke emotion. The sight of a baby animal can easily warm the heart of most people. Think about the photos or imagery you use in your next marketing campaign, and focus on the emotions your selected images will create for your audience.


• Consider using humor whenever appropriate. Have you ever seen a hilarious photo of a cat and felt the need to show others so they can laugh with you? The same is true of humorous marketing. By sharing something funny, WE also become funny by association.


• Just as people love to share adorable photos with others, be sure to create your marketing materials so they are easy to share. For example, create a durable mailer that includes a coupon for the recipient and one to share with a friend. Add a link to your web-based promotions to recommend friends, and consider a reward for those who pass the word. Include a "share" option to make your message easily available for friends or family who may be interested. By making your message easy to share, you can empower your audience to do the selling for you.

If you need more ideas for creating marketing materials your audience will look forward to receiving, give us a call today! 254-773-7391 or visit us at www.papergraphicsltd.com

Repurpose Marketing Content

Repurposing content is often one of the most cost-effective and efficient ways to create an abundance of creative content, while at the same time extending the shelf life of your current marketing investment. Here are a few tips to help you creatively repurpose marketing content:

• Combine related blog posts on specific topics into an e-book. Add content as needed to make it flow smoothly from one post to another.


• Convert PowerPoint presentations into videos by adding animations, background music, or a voice-over. Maximize exposure by posting your videos on YouTube and sharing links via social media, your website, email, direct mail, and other marketing tools.


• Turn publications or articles into podcasts by simply reading them aloud or having a narrative conversation about a topic of interest.


• Create a company history timeline highlighting the stages and evolution of your business. Include news releases, company posts, social media announcements, and articles about your company.


• Review unconventional content as well, such as an employee handbook that may include an introduction from the president outlining the company's vision or a well-written summary of your target audience meant to educate new employees.


• Archive your news releases in a "news" section on your company website to increase ongoing exposure.


• Reuse parts of press releases, case studies, white papers, and other publications. Pull key quotes, stats, facts, and highlights, then use those materials in brochures, newsletters, blog posts, website pages, and email campaigns.


• Create a landing page or microsite using in-depth product pages or articles that you've already written.

No matter how you repurpose your content, just remember that the more content you create, the easier it is to generate interest, educate and inform prospects and customers, and increase sales.

No Apologies, Please

In order to be successful in business, you must portray confidence. If you aren't confident in your abilities or the quality of your products and services, why should a prospect or customer have confidence in you?

The words you choose in sales and marketing are very important and should portray a positive, confident image of your business. That's why you should never start a marketing or sales pitch with an apology. If what you have to say is important, you should always say it confidently, with no apologies.

Starting a conversation with an apology ("I'm sorry to both you...") suggests that what you have to say isn't really important and may influence prospects or customers to think the same.

Rather than apologizing or downgrading your approach, try showing confidence by saying, "I have an exciting new product I'd like to share with you, and I need a few minutes of your time. Do you have a moment to discuss this now, or can I make an appointment with you at a later date?"

If you're promoting a product or service of value, you should never apologize for getting in contact with prospects or customers to promote it. So, if your sales pitch isn't important, don't use it. If it is important, don't apologize for using it.

Loyalty Marketing... or We HEART You!

Customer loyalty programs are an easy and effective way to keep customers coming back to your business. Here are a few tips to help you create a loyalty program with a simple yet important goal: rewarding repeat customers.

• Offer custom-printed punch cards or stamp cards for customers who frequent your business. A simple reward (such as "buy five car washes, get the sixth free") may be enough to keep customers from visiting your competition down the street.


• Utilize the back side of your loyalty-marketing promotions to advertise upcoming events, highlight exclusive offers, share helpful tips, and more.


• Celebrate! Be sure to recognize customer birthdays, holidays, and even the date your customer joined your loyalty club.


• Provide loyalty club members with special coupons for free upgrades, such as "upgrade to a premium deluxe XYZ for the same price as our standard XYZ."


• Reward customers who buy ahead. For example, if you own a repair shop, you might offer a year-long package of oil changes for a discounted rate. Not only will the customer be happy to save money, but you can ensure the customer will return to your business all year long.


• Invite loyal customers to join a review panel group, and offer free products or services in exchange for their valuable feedback and input on how to improve your business.


• Develop creative ways to show your company's reciprocal loyalty to customers. Send "thank you" campaigns, for example, with exclusive discounts or promotions.

Give us a call if we can help you create loyalty program marketing materials your customers will love!

We Want Your Vote!

With Election Day fast approaching, why not take advantage of the voting spirit by creating a few fun polls for your business? Here are some clever ways to gather opinions and reward your loyal customers in the process:

• Ask customers to vote for their favorite products or services. Send a postcard campaign or statement stuffer with a web link to an online ballot. Distribute campaign flyers. Post information on your Facebook page, website, or other social media channels. And have a ballot box at the main desk of your business, where customers can vote by paper ballot if they prefer.


• Encourage customers to learn more about your products by creating a game-like quest. Provide clues through various communication channels (email, direct mail, social media), and reward those who complete the quest.


• Inspire participation by offering a grand prize drawing, as well as a guaranteed coupon or smaller thank-you to all who vote.


• Create an "Election Day" sale to encourage extra traffic, and consider offering an additional discount to any customers who come from the polls wearing an "I voted" sticker.


• If you're creating an in-house promotion, remember that food is always a crowd pleaser. Consider offering cookies, cake, donuts, or simply coffee, hot chocolate, or cider.


• Provide a follow-up marketing campaign to announce the winner, and consider running an exclusive special on that particular product or service following the election.


• Maximize your promotions by offering combo specials that include your most popular products with lesser-known or newer products.

Our creative experts are here anytime you need help spreading the word about an upcoming sale or promotion. Give us a call today!

Why You Need to Use Pattern Interrupt in Your Marketing

From the time you wake up until the moment you close your eyes, you're bombarded with marketing messages. You may even have dreams of the ads running in your sleep!

Most of the messages you see during the day just blend together without much notice. Many are of the "me too" variety. Either the owner or the advertiser is practicing the lazy marketing technique of simply copying a competitor's ad with very little real change. Maybe the original ad had some creativity to it, but now it's lost in a sea of similarity.

For your ad to have any chance of succeeding, you must use "pattern interrupt marketing" as one component of your message.

What's pattern interrupt marketing? As the name implies, it's marketing that stops a prospect in their tracks and engages them. Your message must be able to capture a prospect's attention if it's to have any chance of being noticed.

Imagine you're driving down a street looking for a place to eat lunch. The street is packed with similar looking eateries on both your left and right. The buildings all look the same and have signs with business names on them. The business owners have all copied each other in building design, colors, and layout so much that it's very difficult to tell them apart. But one smart business owner has hired someone with a colorful costume and given them a professional-looking sign with delicious-looking food photos and a message that clearly states all the benefits of their restaurant; in addition, if you come in today, you'll receive a great discount. The guy holding the sign interrupts your attention, and the offer lures you in to try the food.

That's what pattern interrupt marketing is all about.

Now, you could try any number of gimmicks to grab a prospect's attention, but there are only a few things that will truly capture their interest and hold it long enough for you to make an impression. Here are three steps to get you started:

1. Make a list of problems your product or service can solve.


2. Pick just one as the focal point for your marketing message.


3. Think about the types of language and visual cues your customers would use to best understand this message.

With those elements in place, you can better plan your marketing.

Pattern interrupt marketing can be used in every type of business and in every type of marketing communication. Whether on a billboard, through direct mail, via email marketing, or even at a trade show, pattern interrupt marketing can be very effective. The goal is not only to capture the prospect's attention by doing something different or unexpected but also to encourage them to take further steps with you once they're engaged.

Pattern interrupt marketing is only the first step in a process, but in some ways, it's the most important step. After all, if you can't capture their attention, the rest won't matter.

What Declining Sales Really Mean

Many businesses are currently experiencing a decline in sales. Some owners and executives believe this is due to outside economic conditions. Although the economy may have some bearing, perhaps the real reasons for the decline are more fundamental issues that no one in the company wants to face. The economy has only masked the issues and helped sweep them under the rug.

Many in this predicament think, "If only we could increase sales, everything else would take care of itself." Oftentimes, the declining sales pattern is not the real problem; it's just a symptom of other underlying issues. Perhaps the issues are in management, staffing, or a lack of effective marketing and sales.

If your company is experiencing a sales slump, it may be time to do a little soul searching to find the real issues. If you decide to take this head on, here's a four-step plan to help you lick the problems.

Step 1 -- Assess your current situation. What strengths do you see? What weaknesses? Are there opportunities you might be missing? And what are your threats? The more honest you can be at this step, the better the foundation for the rest of the process.

Step 2 -- Now that you have an outline of the problems, it's time to make a diagnosis. What are the causes behind the problems and issues you're facing? Look beyond the surface issues, and try to get to the root causes.

Step 3 -- Now that you have the assessment and a diagnosis of the situation, it's time to make a plan that addresses your diagnosis by taking advantage of the strengths you identified and establishing ways to correct the weaknesses.

Step 4 -- This is where the rubber meets the road. All that analysis will lead to no good unless you follow up with action. It's time to follow through and act on the plan by implementing the changes outlined in the previous step.

By following through on these four simple but powerful steps, you can not only turn around sagging sales but also position your company for long-term growth.

Effective Lead Generation From Your Local Business Chamber

Your local business leads group and Chamber of Commerce can be great sources of leads for you and your company. Why can and not are? Because many business owners join and expect the leads to just fall in their laps without much effort on their part. Then they quit and decide that this type of lead generation simply doesn't work for them. Nothing could be further from the truth.

Paying the monetary dues is only the first step in joining a chamber or business group. Showing up to the events regularly and showing your face is the next basic step. Being friendly and helpful is another basic prerequisite for success. But none of these are guarantees for bringing you prospects and customers. They are the entry ticket. Sadly, many stop with these steps and drop out before giving it a real chance.

What does work?

Consistency -- The long-time members and those you would love to have as clients will quietly decide for themselves through your actions whether you're someone they can trust. Caring enough to show up and be active will go a long way in building that trust. If you can't commit to doing these basic steps, save your money and don't join. If your sole purpose for joining is to find leads and someone to sell to, you've missed the main point of joining this type of organization. Sure, those are important reasons and by-products of joining, but they cannot be the sole or even the primary reasons.

Attitude -- Go in with a truly helpful and positive attitude if you want to succeed. Proactively seek out opportunities to help other members in every way you can, through referring and introducing them to other members, even if those actions don't directly benefit you. Do this, and you'll be on the right track.

Active participation -- One of the secrets to being successful with your membership is to join committees. Every group will have sub-committees for various needs and functions of the chamber. These may include groups like education committees or new member committees. Not only will you get to interact with other dedicated members in a smaller setting when you join these committees, but you'll also get recognition and notoriety for your efforts, which will lead to more chances to get to know other members better. This takes time and is a sacrifice, but it's extremely important to do.

To have real success from your membership, remember that you must give before you get. The more effort you can put in, the more success you can expect. It's a long-term strategy that has a proven track record for those who can practice one of life's golden rules.

What is Your Customer Hiding From You?

In order to sell any kind of product or service, you first need to know the challenges your prospects face, so you can offer the best solution. On the surface, this seems like an easy problem to resolve. You send out a few surveys and questionnaires. You dig and do your research. You think you've found the answers. Yet when you build your pitch or presentation around what you think your prospect wants and needs, it falls flat.

Why? Because the prospect is hiding the truth from you.

It's not done with malicious intent. They're not even necessarily lying. They simply want to be liked and don't want to hurt your feelings by telling you things they think you wouldn't like to hear. Also some prospects don't really know what they want. Emailed and online surveys aren't the best at this type of information gathering.

That's the reason most surveys don't reveal many helpful answers. The problem isn't with the surveys themselves, but with the questions and how they're presented. Most survey questions don't get to the heart of the matter in order to pull out the answers you're looking for.

What can you do about this? Pick up the phone!

The best way to get the answers you're looking for is to call your prospects and engage them in a conversation. But before you do that (and if you don't want the phone slammed in your ear), do your homework first.

The responses will only be as good as your questions. Your questions need to be open-ended. You must be able to tap into the emotional and/or logical reasons why a prospect would (or wouldn't) buy your product or service. The more you're able to get them to open up and give you honest answers, the closer you'll get to the heart of what you're looking for. Keep good notes on the data you gather, and review it so you can make the next call even better at intelligence gathering.

Start your call with a very brief description of why you're calling, then quickly turn your attention to the prospect. Let them know you're not trying to sell them anything (so it brings down the wall and barriers they automatically put up). State that you respect and value their opinion, which is why you chose them to call. Make them feel respected and special before you dive into your questions.

Once you have your answers, take the time to carefully review all the information. Look for common themes or threads in the answers. If you don't find any, go back to your questions and reword them to get better answers. Yes, this takes real work. But the end result will be well worth your time. After you analyze the information, it will make your job of creating an irresistible offer that your prospects can't refuse much easier.

Forget Me Not!

Just because a customer buys from you a few times doesn't mean they'll immediately think of or even remember your business again the next time they need the kinds of products you sell. Here are a few ways to increase front-of-mind awareness for your company in the minds of consumers:

• Educate your audience about the ways your products are better than the competition. Consider creating a comparison chart to make the differences stand out in people's minds.


• Send thank- you's for past purchases, and offer future discounts or coupons that are too good to ignore. For example, one might read: "Use this coupon anytime during December to receive 50% off any single item!"


• Encourage customers to reorder supplies before they run out. A reorder form placed near the bottom of each package you ship is one way to accomplish this. Periodic email reminders and promos based on past order history are another.


• Provide knowledgeable tips, tricks, and other industry-related information in a newsletter or periodic mailer that will leave recipients asking for more.


• Invite customers to open-house celebrations, hands-on training classes, or exclusive customer appreciation events.


• Create a customer loyalty program that rewards visitors for repeat purchases.


• Offer promotions or giveaway contests that spark interest in the products and services you sell.

Let us know if we can help you create direct mail pieces that will help ensure your business isn't forgotten! After all, at PaperGraphics we've been making you look good on paper and helping businesses grow for over 40 years.

www.papergraphicsltd.com

Promote Your Company's "EST" Factor

In today's competitive marketplace, it's important that you determine your company's "est" -- the differentiating factor that gives you a competitive edge. Whether your business strives to be the biggest, fastest, strongest, lowest, or oldest at something, the "est" factor will help you push to be the best and become the go-to business for that area of expertise.

Here are a few ways to find your "est":

• Ask your customers. The customer voice is a great way to pinpoint areas where your business truly shines. Encourage customer feedback through comment cards, surveys, testimonials, or simply by asking customers their opinions when you meet with them.


• Identify and enhance your strengths to add greater value to your business. For example, if your business is known for the fastest delivery services in town, you may consider opening a second location, adding additional delivery drivers, or upgrading your computer system to ensure you continue providing the fastest services possible.


• Accept your weaknesses, and don't become discouraged by areas where your business falls a little short. For example, if your prices aren't the lowest, you might say, "We may not have the lowest prices in town, but we offer the longest warranty in the industry to provide greater value for your dollar."

If you'd like help spreading the word about your "est" factor, we'd love to help. Our professional team can help create some of the greatEST marketing materials with the fastEST service you've ever seen!
Give us a call at 254-773-7391 or vist us anytime www.papergraphicsltd.com.

Printing Is a Responsible Choice

In lieu of a "Think before you print" email tagline, we encourage you to consider adding something like this to your emails:

"It's OK to print responsibly. Not using paper in order to save trees is comparable to not eating salad in order to 'save' vegetables. Managed timberlands are similar to agricultural crops which provide clean air, clean water, and wildlife habitat, as well as millions of jobs nationwide."

While there are many misconceptions about the paper and printing industries, we proudly stand behind them both, and we encourage you to check out these resources to learn more about why printing is a responsible choice:

• www.paperbecause.com -- Domtar's Paper Because campaign highlights the key role paper plays in our lives and the reasons why it's environmentally friendly.


• www.chooseprint.org -- Choose Print is an educational campaign designed to promote the effectiveness of print as a sustainable choice.


• www.rediscoverprint.com -- Rediscover Print is committed to searching out credible information, case studies, and statistics on how print makes a positive impact in our daily lives.


• www.twosides.info -- Two Sides promotes the responsible production and use of print and paper. The site provides information on why print and paper remain a versatile, sustainable communications medium.

Is Direct Mail Really Dead?

You may have heard the hype that direct mail has died and gone to junk mail heaven. Don't believe it. That talk comes from people who have never learned how to use direct mail correctly and effectively or who have a vested interest in spreading false and misleading information.

Why use direct mail? Because it works.

• It works in getting clients.


• It works to get your foot in the door.


• It works for lead generation.


• It works for growing traffic at brick-and-mortar (and even online) businesses.


• It works at differentiating your company from those who rely strictly on online communication.

Direct mail marketing is extremely reliable and extremely precise. It can be inexpensive and personalized. In fact, direct mail arrives more personally than any other medium and can deliver a message with 100% exposure.

In addition to all of this, direct mail...

• Requires virtually no tech skills


• Can be leveraged using shared advertising space


• Is what nearly all recipients prefer for unsolicited advertisement


• Can bring in business without someone actively searching for it


• Can be scaled infinitely


• Has worked for over a century without fail


• Has always been the king of all advertising


• Can take almost any business to any level of success desired


• Can be felt and not just seen


• Has an infinite shelf life

To be clear, "junk mail" is NOT what we are referring to as effective direct mail. Some companies with large marketing budgets can afford this type of "spray and pray" mailing.

Effective direct mail marketing takes some thought, planning, and strategy. It needs to be memorable, and it needs to stand out. Businesses of all size that are utilizing this powerful tool are still reaping the rewards.

No, direct mail isn't dead. It's alive and kicking. If you haven't tried it in a while, try it again. You won't be disappointed by the results.

Need help with you direct mail project? Give us a call at 254-773-7391 or visit us on the web at www.papergraphicsltd.com.

Sometimes Less Really is More

"There are many things of which a wise man might wish to be ignorant." -Ralph Waldo Emerson

Your mother probably admonished you as a youngster: "You need to finish that plate of food because there are children in Africa starving right now." So we have been conditioned to eat even when our stomach is full or even if we don't really like the taste of the food. The negative side effects surround us everywhere.

Living in this age of access to unprecedented amounts of information, we must be careful not to overindulge there, too. Just as it is harmful to overeat, it is perhaps even more detrimental to consume the incessant amount of unrelated and useless information that fills the web, the airwaves (TV and radio), and print. Just because it's free to access doesn't mean it comes without another kind of cost.

This type of cost is more precious than the monetary kind. It's your valuable time. Unlike money, time can't be replaced once it's gone. Like the youngster who becomes conditioned to eat too much, we are becoming conditioned to consume too much information, most of it the useless variety. Many of us need to go on an information diet! How many minutes and hours are wasted daily on email, Facebook, and various news/entertainment websites? Too many.

"Reading, after a certain age, diverts the mind too much from its creative pursuits. Any man who reads too much and uses his own brain too little falls into lazy habits of thinking." -Albert Einstein

Not all reading or information is harmful, of course. But it is time to stop reading negative and time-consuming information that is not helping you advance toward your goals. If you start reading an article that turns out to be less useful than you thought, no need to keep reading it. Do you have to constantly check your email? Not really. Start taking your time back by going on an information diet today. You will be much more productive and will like the new you the next time you look in the mirror.

Be a Drama Queen!

Yes, being a drama queen is typically a negative. But there is one instance where it is actually a big positive.

Imagine you are in a stadium filled with your most ideal prospects. You have one chance to present and pitch your product or service. Say the right thing, and every one of them will become a client. Say the wrong thing, and you'll lose them all. That's the potential power of communication.

There are many ways to get your message across. You can bore them to death, or you can entertain them. The chances that a prospect will stick around and listen are much better if you do the latter.

People are drawn to those who can share, teach, and even sell something useful. They are most attracted to the ones who can entertain them while presenting.

Like it or not, we live in a society that needs and wants to be entertained. If you want to stand out and succeed, you have to be able to give them what they want.

This is where injecting drama into your sales copy, blogs, direct mail, social media presence, and sales presentations has a powerful and magnetic effect. The best drama has some action and intrigue to draw the audience in. The same is true in business communication. If you take the time to package your thoughts and ideas in an entertaining way, you will be better received. Your audience will want more. The cycle of attraction, conversion, and consumption will begin. And it will continue as long as you are able to inject enthusiasm and some drama into your messages.

Why Should I?

The average person gets bombarded with more than one thousand advertising messages daily. When it comes to marketing your business, the pressure is on to convey your message quickly and concisely, including benefits that give you a competitive edge. Here are a few reasons customers may choose your business over the competition:

• Money back guarantee. Give customers a reassuring reason to buy today without the fear of tomorrow.


• Industry-leading warranty. Increase peace of mind and perceived product value with a comforting warranty.


• Specials or promotions. Offer savings or advertise upcoming promotions that are too enticing to pass up.


• Customer testimonials. Let your customers do the selling for you by providing engaging customer success stories.


• Business milestones. If you've been in business for 20 years or sold 10,000 products, make sure everyone knows about it.


• Popularity sells. Share the names of other relevant businesses in your community who also purchase from you.


• Free. Whether you're talking about delivery, shipping, assembly, or samples, never underestimate the power of free.


• Industry awards. If your business receives an exclusive award, spread the exciting news.


• Local ownership. Remind customers that the money they spend in their community stays in their community when they buy local.

PaperGraphics has been helping businesses grow for 40 years and we are here to help you. Call us at 254-773-7391 or visit us on the web at www.papergraphicsltd.com.

Think Small!

For many years, "think big" has been the theme for many businesses, as they try to compete in a sea of retail giants. However, the tables are turning, and large organizations realize that their audience is looking for more personalized, customer-focused attention, causing businesses to "think small." Here are a few ways to leverage your natural small business advantages in your marketing efforts:

• Personal attention. Small businesses are more likely to recognize their customers and provide sincere, personal attention, without customers feeling like they're just another number in the company's statistics.


• Industry experts. Many small businesses develop a narrow market focus and develop a premium reputation for serving that niche market effectively.


• The power to change. While large companies generally take several months to change company policies, small businesses usually have the ability to make decisions on the spot and implement changes quickly when they feel it is appropriate.


• Flexibility. Small businesses are more willing to work with customers and do whatever it takes to earn their business, including filling customized requests at a moment's notice.


• Customer satisfaction. Because it takes more effort for a small business to build a strong customer base, they also work harder to keep their current customers happy.

When it comes to marketing, don't hide the fact that you are a small business. Instead, take the opportunity to promote it proudly and show customers the many advantages of thinking small.

Give us a call at 254-773-7391 or visit us at www.papergraphicsltd.com and let us help you with all your marketing needs.

PB&J Marketing

It's easy to see why peanut butter and jelly sandwiches are a nationwide favorite. After all, PB&J offers creamy, sweet, smooth (or crunchy) goodness that is fruity, satisfying, filling, inexpensive, and fairly good for you to boot. Sure, peanut butter is delicious by itself (as is jelly), but when they are joined together, they create a flavor-packed, winning combination that can't be beat.

When it comes to marketing, a blend of print and electronic media can easily be compared to peanut butter and jelly sandwiches. While they can both function effectively on their own, they pack a more powerful punch when joined together.

For example, print promotions -- such as postcards, newsletters, flyers, or brochures -- are a great way to grab attention, increase awareness, and encourage readers to visit your website for in-depth information, product ordering, survey completion, webinar and event registration, and more.

When it comes to combining print with electronic media, the options are endless. If you're in need of unique print ideas to supplement your electronic marketing, give us a call today at 254-773-7391 or www.papergraphicsltd.com. You just may think some of our creative ideas are the greatest thing since sliced bread.

Encourage the Customer Voice

One of the best ways to promote your business is to get your customers talking about you, whether on the streets, via social media, or in product reviews. Here are a few ways to encourage customers to voice their opinions:

• Create a message board, chat forum, or guest book where customers can create an online community and share their opinions and feedback.


• Ask key customers to participate in a "customer spotlight" section of your newsletter. Use this feature to help customers promote their business and elaborate on their relationship with your company.


• Add product review capabilities to your website that allow customers to rank and review your products or services. Send customers a link to an online opinion survey they can take shortly after making a purchase.


• Start a blog and encourage feedback, questions, suggestions, and sharing of your posts.


• Offer valuable incentives (coupon, discount, free gift, etc.) as a reason to fill out a survey, and keep surveys short and sweet. This will encourage customers to complete your entire survey... and to answer future surveys when you ask them to.


• Encourage customers to contact you any time they have questions, comments, or suggestions -- and make it easy for them to do so. Include your contact details in your email signature, post your phone number prominently on every page of your website, and send a business card with every letter or mailing.


• Engage with customers every chance you get. Ask them about their experience, seek their opinion on industry-related topics, and garner their feedback and suggestions regarding your business.


• Don't discourage negative customer comments. Negative feedback provides credibility and tells customers the business is confident enough to show a range of customer opinions. Honest feedback and suggestions can also help improve your business.

If your organization or business needs to increase sales, we can help. Call us at 254-773-7391 or visit us at www.papergraphicsltd.com to set up a no obligation consultation.

Invite Them and They Will Come

Some companies think that a beautiful new website will instantly attract visitors like a moth to a light bulb. However, unless you turn the light on and direct them where to go, your visitors may wander aimlessly into your competitor's backyard. Here are a few mixed media marketing tips to draw visitors to your website:

• Create a "web card" that highlights your site's benefits and entices readers to visit. Mail them as postcards, hand them out at trade shows, distribute them with purchases, and so on.


• Create videos and post them on YouTube. Not only does Google index your content, but viewers can embed your videos on their blogs and share them via social media.


• Offer free original content or blog postings to other publications in your niche market. Be sure to include a link to your website to draw new visitors from these high-traffic sources.


• Distribute news releases to print and web periodicals in your industry. Your website link will remain in news databases for several months and may improve traffic to your site and increase link popularity.


• Create a short but sweet email signature that encourages readers to visit your new website.


• Ask partnering or non-competing businesses to link to your site, and do the same in return.


• Post your website on trade sites and in specialized directories.


• Include your URL on everything you can think of, ranging from business cards, stationery, and marketing materials, to pens, shirts, hats, mugs, and more.


• Promote an exciting contest or giveaway, and direct people to sign up on your website.


• Encourage customer feedback through a survey on your website.


• Increase your SEO by editing existing content, removing barriers to the indexing activities of search engines, and increasing the number of links your website receives from other web sources.


• Create a Facebook or Twitter post announcing your website, and offer prizes for the first XX people who visit your website and sign up for your newsletter.


• Encourage repeat visitors by offering a bookmark button on your website, such as AddThis, a free content-sharing platform that helps you integrate sharing tools into your website, spread your content, and increase social traffic.

For more information, help with your website or to create a new website, contact us at 254-773-7391 or visit us on the web at http://www.papergraphicsltd.com/servicecenter/websolutions.html.

Start Spreading the Word About Your Full Product Line

 

 

If your marketing focuses too sharply on just a few key products or services, your customers may be unaware of your additional offerings...and you may be missing out on a great deal of potential revenue. Here are a few ways to spread the word about your full product or service line:

• Create a monthly or quarterly product spotlight postcard campaign that highlights various products or services, including a tearaway coupon as an incentive to try.


• Distribute product and service overview flyers or brochures with every purchase, either by inserting them into the purchase bag or stapling them to the receipt.


• Include a Q&A section on your website that provides additional details about your various products and services.


• Give new customers a three-ring binder welcome packet, and periodically send them new product pages or updates that are three-hole drilled to update their binder.


• Publish a blog and offer regular tips and articles that help customers get the most out of your products.


• Offer a product catalog with in-depth product features and highlights.


• Highlight a different product or service in your email tagline every month, with a reminder to check your website for more details.


• Cross-sell or up-sell your products to increase revenue by bundling items together, suggesting complementary items, or including customer testimonials that recommend some of your lesser-known products along with your more common offerings.

Plant a Seed with Catalogs, and Watch Your Business Grow

 

 

While online ordering is a must-have for many businesses, a printed catalog can provide a great supplemental marketing tool for your website. Many people still prefer perusing catalogs at their leisure without being connected to a computer. For these customers, a printed catalog provides increased exposure to a wider variety of products. In addition, catalogs can be easily shared with others and offer staying power...with a message that can be seen again and again.

Here are a few tips for creating a printed catalog that will do the selling for you:

• Include a mix of customer testimonials that give readers a more consumer-centric look at your products.


• "Tell your story" by including background information about your business and the history of your products.


• Cross-sell complementary products through suggestions in the product copy, call-outs, or the placement of companion products together.


• Feature best-selling products in the upper right-hand corner, where the eye is naturally drawn when flipping through a catalog.


• Think small. If you have a frequently changing product line, consider a mini catalog booklet that offers a brief overview of your product line with colorful product photos to pique interest. Refer readers to your website for an extended product line or more in-depth information.


• Include an order form. While few customers mail in their order, many will use it to organize their orders before ordering online or calling.


• Include seasonal inserts that can be easily updated for relevant sales and offers.

Remember, the more information customers have about your products, the more confident and satisfied they'll feel with their purchasing decisions.

PGP Tip: How To Use Direct Mail To Grow Sales

PGP Tip: How To Use Direct Mail To Grow Sales

Regardless of the changes in technology, experts agree that traditional direct mail and e-mail work best when used together to grow sales. Both have their place in a marketer’s tool kit, neither cancels the need for the other, and the two may even work symbiotically, as when a post card is sent offering a premium if the recipient provides an e-mail address.

Some audiences prefer traditional direct mail

While we acknowledge the growing importance of web-based communication to reach customers and prospects, computers and mobile wireless devices like smartphones cannot by themselves reach everyone in a business’s or organization’s target market. That could change as the use of mobile wireless devices spreads (which is happening rapidly) but until that time, traditional direct mail still has valuable place as a marketing tool.

Traditional direct mail is a good choice for some audiences (such as an older demographic whose adoption of web-based communications may be lagging younger audiences) and for anyone who clearly states a preference for direct mail.

Traditional direct mail is also a good choice for businesses and organizations whose target audience is local. Sustaining member campaigns, fundraisers and financial support appeals by community-based non profits are a good example where outreach by traditional direct mail to the homes of donors is likely to outperform web-based appeal.

Successful direct mail in 3 easy steps

To conduct a successful direct mail marketing campaign, you’ll need three things:

1. A mailing list
2. A mail piece and
3. A message that is of interest to your target audience.

We’re making it sound simple because we do it every day and to us, it is!

Notice that we said a successful direct mail marketing campaign. If you measure success as the response rate, then greater success comes from a series of mailings rather than a one-time drop.

The ideal number of mailings in a campaign is ten or more mailed close enough together to build recognition in the mind of the recipient. Studies show that the cumulative response spikes after three mailings, then reaches a point of diminishing return until the seventh mailing, then spikes again. Based on this fact, the response rate will be greater if you mail seven times to the same list rather than one time to a larger list. Said another way, if you budget allows for mailing 5000 pieces, mail 10 times to 500 prospects rather than one time to 5000 recipients.

At PaperGraphics we can teach you how to make your next mailing a breeze through our ManagedMarketing™ program where we can handle it all for you from concept to completion. In fact, we are the only printer in this market that is certified to do so. 

If your organization or business needs to increase sales we can help. Call us at 254-773-7391 or reply to this message to set up a no obligation consultation where we assess your current situation and offer a plan of attack that works for your budget.

PGP Tip: The Secret Ingredient To Great Graphic Design

The Secret Ingredient To Great Graphic Design

Communicating via visual means is central to the selling process. Imagine trying to explain your product or service without having the assistance of a brochure, a display ad or a web site. Think how difficult it would be to differentiate your product from others on the shelf without attractive packaging. All buying decisions include some amount of emotion – how would you quickly evoke emotion without the assistance of images?

Visual communication is a process that uses investigation, analysis and planning to identify a communication requirement as a first step in designing something meant to be seen rather than heard or felt. Visual communication is a broad discipline that uses graphic design, drawing, illustration, typography and color to convey a thought, to inform, to educate or to persuade a target audience.

You may have heard us use the term graphic design when discussing a marketing or sales-related printed piece, creating or refreshing a logo, or updating a web site. What we mean is all the techniques, from composition to page layout, that are needed to prepare for the final step – printing, taking a web site live, branding, etc.

Graphic design as a discipline

Graphic design combines words, images and symbols into a coordinated whole that communicates to an audience. Graphic design can mean both the process of designing and the finished product. Here are some of the tools of successful graphic design:

• Lines direct the reader to points of interest, create shapes and forms, and divide space into sections.
• Color attracts attention and evokes emotion.
• Typography creates emphasis and contrast.
• Images and photographs convey meaning and bring forth emotion.
• Symbols represent ideas or concepts.
• White space separates elements so they are easier to read and provides the eyes with a brief rest.
• Grids and templates provide underlying structure and organization.

A layout refers to how these elements are arranged to convey the message. An effective layout uses a grid or template to organize the lines, color, typography, symbols, images and photographs into a visually pleasing whole.

The layout influences how much time the reader initially invests in the communication vehicle (i.e., whether to continue reading, save for later reading, or discard) and controls the order in which the reader moves around on the page, column or panel. An effective layout quickly captures the reader’s attention and leads him through a series of steps to understand the message and what action to take next.

Preparing for graphic design

Graphic design is not the starting point for visual communication. Rather, it is a subsequent step after investigation, analysis, planning and organization. At PaperGraphics we can walk you through all of these steps until all of us are clear on the purpose of the marketing and sales material, the web site, or the display ad.

The art of graphic design

Graphic design is a combination of technical skills and artistic creation. A type of commercial art, graphic design differs from fine art mainly in its purpose: to convey a message to an intended audience.

Graphic design shares with fine art many principles of design including balance, emphasis, movement, rhythm, contrast, proportion and unity. These principles, when combined with planning and technical knowledge of print and multimedia, results in marketing materials, sales collateral and cross media promotional materials that convey an advertising message in a visually pleasing manner.

At PaperGraphics we can show you the difference good graphic design can make. Select a brochure or sell sheet whose information needs to be updated and let us redesign it using the principles of graphic design. We predict you’ll be impressed with the results. For more information and a quotation, call us at 254-773-7391 or www.papergraphicsltd.com to set up a no obligation consultation where we assess your current situation and offer a plan of attack that works for your budget.