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Handling Difficult Customers is an Opportunity

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    Handling Difficult Customers is an Opportunity by 4Forum.biz

    Plan your strategy to handle difficult customers with this sentence in your mind. There is no such thing as a difficult customer. If you start in this way, handling difficult customers will not be any more difficult for you.

    On most occasions, a customer becomes difficult only because of our mistakes. Either something wrong has gone with our product or service, or the product or service is not up to the mark to meet his expectations. Late delivery of the product or the delivery of wrong product may also make a customer difficult to handle.


    Win an Argument: Loose a Customer
    The first and foremost thing to remember while handling difficult customers is that you can never win an argument. Argument leaves both the sides drained and the subsequent atmosphere is rarely conducive to selling or good communication. Even if you win an argument, you lose possibly one of your best customers. An argument challenges the customer’s emotional judgment. It becomes very difficult to change his opinion once you challenge this judgment.

    A difficult customer who has come with a complaint is, in fact, an opportunity to demonstrate the high standards of professionalism of your company. The best way is to listen to him. Do not try to calm him down. Instead, try to keep yourself cool. Ensure that your body language or telephone reaction is not conveying anger or shock.

    Do not interrupt, and let him vent out his feelings first. Once he finishes, start by asking questions that demonstrate your real interest in solving his problem. Complaints are unavoidable in any kind of business. How you handle the complaining, will dictate the course of your future relationship with the customer.

    Finally, you must thank the customer for bringing the complaint to you, because a customer always has the choice of switching over elsewhere.

    BURN THE SHIP: a story of an entrepreneur in Montana

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    Doug Fletcher found fly fishing, or more appropriately, fly fishing found him. And it changed his life’s direction.

    In 1996 he and his wife left Atlanta, a high paying job, security and a safe career path for Montana, blue ribbon trout streams, mountains and a large measure of uncertainty. The momentum behind this big move was a long trip to Montana after grad school two years earlier, backpacking and travelling, and of course fly fishing, thoroughly enjoying all things Montana has to offer.
    This exposure to the Big Sky state and the quality of life he witnessed helped him make up his mind. “It was a huge imbalance with life”, Doug recalls, referring to what Atlanta and his current career path did NOT give him. The couple made up their minds. It was time to jump…

    In 1996, after grad school and several years in the corporate grind, Doug found himself in Bozeman, Montana, more or less “chronically underemployed” and looking for his niche and direction. One observation he had at the time was the successful people in town were all small business owners-beverage distributors, a high quality shoe and boot maker, some real estate. They were the familiar fixtures in the community, worked hard, and had carved their own place in the area and were flourishing. This was all Doug needed to realize his own direction-his instinct from his early twenties kicked in-being your own boss is the answer. The soon to be entrepreneur had to step up.

    Fast forward to today after a decade in business, Doug Fletcher and North Star Consulting Group is recognized as a leader in the field of global, web-based market and organizational research. This includes projects for employee and client satisfaction surveys as well as comprehensive employee performance evaluations.

    I sat down with Doug over a burger and beers to pick his brain, and see what an entrepreneurial Montana transplant has to say about success, the prospect of failure, stick-to-itiveness and fly fishing.

    Q: What brought you to Montana?

    Doug Fletcher:

    “Believe it or not, fly fishing. While I had ‘the Life’ in Atlanta, a house, good job, the right choice it appeared on the surface, but it was not what I truly wanted. After grad school during the summer, my wife and I packed up and headed west to travel, explore and fish in Montana, before my job started in Atlanta. And that was it. When I got back I realized that there was a huge imbalance with my life, and I couldn’t do the things I really wanted to do there [Atlanta]. Fly fishing was part of it, sure, but it was just one thing that represented the quality of life I wanted. When we finally decided it was time to quit, pack it up and move, we were bound and determined to make it work-we had to. And, by the way, I did manage to fit in 100 days of fishing that year!”

    Q: How did North Star Consulting come about?

    DF: “At an early age, maybe in my twenties, I decided that I wanted to pursue an entrepreneurial life-corporate life was not my bag. So, after realizing that the successful people in the area were their own bosses, I collaborated with two friends, kicked in a little money, made some contacts, and the company was born in 1998-with $7500 between the three of us.”

    Q: What does North Star Consulting do?

    DF: “North Star evolved into a company that helps other companies and corporations do employee surveys, customer surveys, and recently with our release of Rave Review, performance evaluations for professional HR infrastructures. Our clients are small to medium sized businesses, and we are internet based, using proprietary software. With regard to clients, we do not advertise. We built our business in the early days through networking on a national basis and once we got a critical mass of clients, we have grown via repeat business, organic growth with existing customers and word of mouth.”

    Q: What in your view are some of the pros and cons of living and working in Montana?

    DF: “To a certain degree, starting from scratch in more traditional jobs in Montana can be an uphill battle-prohibitive transportation costs, small, widely dispersed population, difficulty in moving a lot of goods-all make for a complex go of it. Being web-based with a low cost structure has given us the freedom to be national and worldwide. Additionally, Montana has a wealth of talented people, with a very good knowledge base. The ‘white collar’ population is strong here.”

    Q: Who is your competition? How do you differentiate?

    DF: “We really have two levels of competition. There is the lower end, quick-hit inexpensive DIY sites and the very large, corporate agencies. Both serve a good purpose; the low-end services are great for college students, non-profits, highly bootstrapped start-ups. Then there are the larger ones that we occasionally compete with. But our advantage over them is twofold: one, when you call us, more than likely you are speaking with me or one other person-the level of service is highly personalized and dedicated. Secondly, we are fast. Many times I can be on a call with a client, have a proposal by the afternoon, and be rolling on a project the next day if need be. That is difficult to do with a much larger company, and that is not the business plan or value of lower end sites.”

    Q: What are you doing, or will be doing, to weather the current economic climate?

    DF: “We are maintaining a low cost structure, we have low overhead, and we are small enough to be nimble-we can change as we need to, so as to ride out anything that comes at us.”

    Q: What are some of your personal goals you have set for yourself and your company?
    DF: “My short term goals, say in the next 12 months, are growth related. We are not worried about survival of the company; it is in a good place. But, we won’t be able to probably grow it like we did the previous 5 years at a rate of 10-15%. I want to keep it level. From a long term view, the key is diversification. Too much of the company in ‘one big egg and two small eggs’ can be risky; I want to get more of the company in more places.
    My personal goal is to train the next generation of senior management. This is two-part: one, to groom good new managers who our clients will see as competent, and really just an extension of me, and the company, and to get someone in place to eventually transition into my role.”

    Q: What is your advice to new entrepreneurs looking to strike out on their own?

    DF: “My advice to anyone looking to go out on their own and be their own boss is pretty straightforward. First, take a long, hard look your personal strengths and weaknesses. And don’t just trust your own opinion-talk to others, people you respect, who can give it to you straight. Second, be very honest and conservative with your financial resources-we started North Star with $7500, and in the last 10 years, we have done roughly $5 million in revenue, with 2 full time employees and 2 part time. If you drain all your resources to get it going, or go way beyond your means, you can fail. There is no such thing as an overnight success-you hear about the story of Google and the like, but that is not the norm. It takes consistency and that day-to-day presence in the market. Additionally, whether you call it luck, good timing or opportunity, every start-up will get that chance, that time at bat where you will get a shot. The trick is to make it work, recognize the opportunity, and start climbing up.

    I think about what it took to get North Star off the ground and start being successful, and really it was like ‘burning the ship’. The Spanish explorer Hernando Cortez would literally burn his ships upon entering uncharted territory, thereby making it essentially impossible to just turn back and head to safe ground. They had one direction to go-forward. That is how I viewed it. There was no safety net, no deep pockets-I felt I had to succeed, and I would.”

    Doug Fletcher, 42, is the co-founder and CEO of North Star Consulting Group. He is an avid (you guessed it) fly fisher, bowhunter, traveler, runner and trains and competes in triathlons whenever he can. He has completed an Ironman, the Bridger Ridge Run (more than once), and completed a (nearly) cross-country solo bike trip, from southeastern United States to Montana. He and his wife, Brigitte, have two children and make their home in Bozeman, Montana.

    You Gotta Know When to Fold’Em

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    Including a unique fold is a great way to increase interaction with your marketing material. Standard tri-folds are popular because they are an industry norm, but there are countless folding options to choose from. A well-conceived fold can add both dimension and interest that sets you apart from the everyday ho-hum. It can also make paper fly across the room; yep, paper folding is sweet!

    Let’s take a look at a few great folding options:

    folds for print materialsThere are countless other ways you can fold your promotional material that will engage customers with attractive, original elements.

    This customer out of San Francisco, California did an excellent job of complimenting the mood and personality of their production. Designer Kevin Clarke and photographer, Pak Han, rendered a product that is both artistically appealing and informative.  It is also very appealing to the touch. The smooth, strong paper with matte aqueous coating gives the piece a nice finish.

    The folding completes the originality of this promotional mailer. The modified-corner fold is then folded in half for distribution. This custom printed mailer will engage its recipients and is unlikely to be discarded without a thought.

    Folds can be incorporated with business cards, brochures, presentation folders, flyers, newsletters, and cards. We can help you explore the many possibilities.

    You gotta know when to fold’em, but more importantly, you gotta know how! The foldfactory.com is an excellent resource for you and your designer when contemplating the layout of your next piece. Our print experts are ready to assist you and can help your project be a success! Call 800-930-6040 to get started!

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    6 Ways to Sell with Storytelling

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    In the early 1960’s, a track and field coach out of Oregon had a ritual he lived by. At the start of every season, he could be found in the locker room, wrapping a measuring tape around the feet of every runner, jotting down measurements on a pad of paper. He believed that if he could remove one ounce from a shoe, based on the gate of a decent runner, he could shave a total of 55 pounds off an athlete’s stride over the course of a mile.

    That coach’s name was Bill Bowerman. He would go on to train 51 All-Americans and 31 U.S. Olympians. He also started a company called Nike. Maybe you’ve heard of it.

    Bill Bowerman, Oregon track and field coach

     

    Ever since Bowerman was cooking rubber soles on his wife’s waffle maker, the concept of Nike was fueled by one thing-belief. Why Bill Bowerman did what he did meant more to him than how or what he did it with. If he could have made his runners faster by altering their track uniform or creating a sunscreen that made them more aerodynamic, he would have done that instead. That’s because what Bill Bowerman cared most about was why he made shoes for his athletes. He believed in being the best, and that the difference in first or second place was always an ounce away.

    To this day, Nike refers to senior executives as “corporate storytellers.” What Nike understands better than almost anyone is that their stories should never be about business plans, statistics or financial factors. They are about beliefs, values and the human experience. More importantly, Nike understands that stories sell.

     

    Stories that sell.

    When I first heard Simon Sinek’s “Start with Why,” it forever changed not just the way I communicated as a marketer, but the way I communicated within the world, too.

    I had always believed in the power of stories. How they connect people across the world more than any other medium, and that we as a people had known their value since our ancestors began smearing berries across cave walls on an island in Indonesia.

    So why don’t more companies apply stories to the way they market? As we take a look at the power of storytelling and the reactions it garners, you’ll be scratching your head as to why stories aren’t strewn through every campaign you’ve created.

     

    “People don’t buy what you do, they buy why you do it.”

    There is a reason that only a few names are universally recognizable out of the millions of businesses in the world. For example, Apple, Nike, Coca-Cola, Red Bull, or Toms are all companies that are instantly identifiable in a way that provokes a specific feeling. That feeling is a result of marketing through storytelling, and starting with the why.

    It’s often said in marketing that people don’t buy because they need something, they buy to be a part of something. There is a right and a wrong way to tap into this theory, and frankly…

     

    Most companies are doing it wrong.

    When it comes to selling, most companies start with what they sell, then move on to explain how they sell it, and lastly will tell you why they sell it (if they even know why). This is why most companies inspire nothing more than a low value purchase. However, if you were to look at a company that turns the process inside out and starts with the why, you’ll find companies whose brands have become movements, and whose products equate to a way of life.

    But what about these stories provokes adoption, and more importantly, provokes adopters to become lifetime brand advocates?

     

    Crafting the perfect story.

    Stories work because people are interested in themselves more than anything else. It’s why your name is your favorite word. When companies market through stories, they put the spotlight on the user or customer, instead of themselves. Let’s take a look at how to craft a great marketing story.

     

    1. Remember your customer.

    wesley-bowing

     

    -There’s nothing worse than being stuck at a party with the guy who wants to tell you about every coloring contest his kid has ever won. Don’t be that guy. Remember that while you’re telling a story, you’re still talking about the customer. This is true in every instance, even when writing your “About Us” page. If you’re not relating every statement back to your customer, you’re losing their interest.

     

    2. Your pencil should outlast your eraser.

    delete

     

    -“If I had more time, I would have written a shorter letter.” This quote has been attributed to a lot of men in history, all of them brilliant. Make sure your story has a concise focus with a clear beginning, middle and end. Great storytelling is really about great editing, and knowing when to kill your darlings.

     

    3. Make it relatable.

    related tyler

     

    -Your story is useless if not relatable. Jeffery Zacks discovered this through a series of MRI brain scans on people reading a story or watching a movie. As the main characters encountered a situation, it activated parts of the subjects’ brain that would have responded had they themselves been in the same predicament in real life. The takeaway? Your stories need to include the emotions you want your readers to feel.

     

    4. Leave the sales pitch at the door.

    sales pitch

     

    -Better yet, don’t even take it out of the car. Leave it in the backseat with the doors locked. Stories are about building trust, and nothing turns prospects and even current customers away faster than a sales pitch. Leave the gimmicks out and let the story sell for you.

     

    5. Believe it to achieve it.

    believe it

     

    -If you don’t believe your own story, no one else will. To write a great story, you have to start with the why, which means you have to know what the why is. Apple does this better than anyone. As Simon Sinek explains in “Start with Why,” if Apple wanted to be a mediocre computer company, they would have sold like this:

    “We make great computers.” (what)

    “They’re beautifully designed, easy to use, and user friendly. (how)

    “Wanna buy one?”

    Not really. Nothing about that pitch is inspiring, and it doesn’t connect with any sort of belief system. Now, let’s look at how Apple actually sells their products. It looks like this:

    “With everything we do, we believe in challenging the status quo; we believe in thinking differently.” (Why)

    “The way we challenge the status quo is by making our products beautifully designed, simple to use, and user friendly.” (How)

    “We just happen to make great computers, wanna buy one?” (What)

    Knowing what you believe allows you to always start with why. Because, “people don’t buy what you do, they buy why you do it.”

     

    6. Take it One Step Further with Storydoing

    storydoer

     

    To tell a truly great story, you have to be more than a storytelling company, you have to be a storydoing company. With this approach, customer stories don’t just appear out of thin air. Rather, they are the result of a company that is fulfilling its brand promises.

    Bonus: Not only will this inspire customers, but internal employees as well.

     

    If You’re Reading This

    You have a story. If you think that storytelling may work, but doesn’t apply to your business, you are gravely mistaken. Just as there is a reason why you started your company, there is a story waiting to be told. From B2B to B2C, people are biologically driven to participate in stories they believe in. The question to ask yourself is, what will your story be?

    Delight Customers with Dimensional or “Lumpy” Mail

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    dm-blog-header
    If your daily mail consisted of a stack of flat letters, cards, circulars, and a package, which would grab your attention? The package, or dimensional mail, naturally.

    Packages and other examples of dimensional mail stand out by virtue of their shape and bulk, so of course they catch our eye. Your market will react the same way, which is why you should consider sending ‘lumpy mail’ as part of a direct mail campaign.

    Dimensional mail campaigns are dramatically effective in producing great results. Whether you send something in a box, a tube, or you tuck a very cool gift inside an odd-sized envelope, recipients will notice.

    Research shows that well-executed dimensional mail campaigns are highly effective. In a recent Response Rate Report, the Direct Marketing Association (DMA) showed that a 3D campaign, when compared with a flat direct mail campaign, can outperform the flat mailings by 200 – 300%. Even more significant is their finding that dimensional mail averaged the highest response rate of any direct response medium, at 5.49%.

    With such a high response rate, this type of campaign is worth a look-see, even though it will cost you more than a traditional flat campaign. You just need to plan your mailing strategically and make it memorable.
    be-strategic

    Any time you move away from standard-sized and -shaped direct mail items, you could increase your production costs. Here’s a tip: print materials based on multiples of 8 ½ x 11” are standard for printing presses (as well as the post office). When you go to other sizes or alter the dimensions of a flat mailing drastically, you might pay more for printing and for mailing.

    As you start planning a dimensional mailing – such as a boxed package, something delivered in a tube, or even a padded envelope – know that your costs will rise. But since your response rates will likely improve, it’s something you should consider.

    Other key elements to think about are when to send dimensional mail, to whom, and of course, what you should send.

    When’s the right time in a campaign to send something dimensional?

    As a “first touch”? To move a prospect closer to a sale? Perhaps to attract registrants to an upcoming event? Maybe to thank someone for downloading a white paper or attending your webinar? All of these reasons are valid, and there are many more. You need to work out the strategy with your team.

    Who should get your dimensional piece?

    That’s another element to consider. Based on your objective and your budget, identify who gets a particular 3D mailing. Some marketers produce different pieces for different lists. For example, if you’ve segmented your list by size of account, you could send more expensive mail campaigns to the larger accounts. Similarly, you could create an amazing, unique dimensional mailer for key decision makers only. Or make dimensional mail pieces a part of your loyalty program. There are lots of options.

    make-it-memorable

    Creating a dimensional mail campaign is the exciting part. There’s practically no limit to what you can produce. If you’re using the USPS for delivery, you just need to ensure that whatever

    you’re planning can be mailed. Almost anything can – even a coconut! – but work with your print partner and mail specialist to design your package with the delivery method in mind.

    Here are some neat examples of memorable dimensional campaigns:

    A leading medical website sent personalized packages filled with healthy snacks, a catalog highlighting their company’s benefits, and a personalized postcard.

    A developer of a hybrid disk and a flash storage sent a Japanese takeout container (a bento box) to prospects. It contained chopsticks, a picture of sushi and a mockup of a $150 gift card. Those who completed a demo were sent a real $150 gift card to a sushi restaurant in their area.

    A database software company sent customers personalized packages with a varied combination of goodies, depending on the account size. Some received branded calendars or pens, while others received branded bags of caramels.

    So your dimensional campaign can include items produced and personalized for your list, then inserted in a box, envelope or tube. The other big thing to remember is that some print partners can produce dimensional mail. Some presses can print on a wide range of materials and substrates – like wood, tile, textiles, magnets, ceramic, and even glass.

    Bottom line?

    Dimensional mail done the right way can pack a punch like no other marketing campaign. We all get excited about packages, particularly when they’re a surprise. And just like that, we’re kids again, opening a birthday or holiday gift. For a while, we forget about everything else but what’s inside that box.

    Rack up the Business with Rack Cards

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    Sometimes the amount of info you want to communicate falls right in between business card and brochure. The business card isn’t enough canvas, but the brochure is over-kill. Sitting snugly between these two options a handy solution—the rack card.

    What the heck is a rack card, you ask? Basically, rack cards are smaller-format printed pieces that measure 4″ x 9″ and can be produced in a variety of sturdy cover stocks and printed on one or two sides. Think of it as just one panel of a brochure. You’ve most likely seem them used to promote tourism and travel-related businesses such as hotels, theme parks, museums and attractions.

    However, they can also be used to promote a wide range of other businesses and services such as spas, restaurants, schools, dry cleaners, car washes, special events, pet services and more.

    The keys to successful rack card marketing include:

    • Eye-catching design
    • Call to action or offer
    • Placement in all the right locations

    Make Your Cards Stand Out

    Double Take

    Make sure your piece stands out with eye-catching graphics and a bold headline or offer, especially if your card will be placed in a rack with hundreds of other cards.

    When you have a preliminary design, look at it in context with other cards. Is yours different, inviting? Take a step back and try to spot your card from three feet away. Use bright colors, engaging fonts, and crisp, relevant images to make your message leap off the rack.

    Prominently feature your contact information, including phone, website, and email address. Consider featuring a map to your location, especially if you target visitors who don’t know your area. If you’re a service provider, consider adding a list of services and prices on your card. Restaurants can list their select menu items or feature a coupon.

    Remember, you have two sides to work with. Keep the front simple and engaging. Never forget that white space is your friend. Put your detailed information on the back of the card.

    Make Them an Offer They Can’t Refuse

    An offer they can't refuse

    Target your customers with an enticing offer or invitation. This incentive will help drive business for your product or service. Some ideas:

    • 2 for 1 admission
    • Percentage discounts
    • Added freebie with a purchase
    • Kids dine free

    You can even add a perforation to the bottom portion of your rack card for a tear off business card or coupon. Pretty snazzy, huh?

    Make them ubiquitous

    Location

    Distribute your rack cards far and wide to reach as many potential customers as possible. Place them in high traffic locations where they are sure to be seen and taken. Ideal locations for travel related businesses are visitor centers, chambers of commerce, convention centers, hotel lobbies, restaurants, and rest stops.

    For retail goods and services, ask local businesses (not your competitors) if you can place your rack cards in their store or office. Consider using branded rack card holders or stands to capture attention and reinforce your business. Spread your message far and wide to see the most return on your investment.

    Ready to get your rack cards created? Check out these great design ideas, call us at 800-930-6040 or get your quote today.

    9 Ways to Market Your Business with Note Cards  

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    Business marketers of the world, brace yourselves. There’s a tsunami of emails coming. According to the Radicati Group, a technology market research firm, there will be over 206 billion emails sent or received every day by 2017. There were 183 billion total emails sent or received just two years ago, and 100.5 billion were business emails.

    If that’s not a sign that it makes sense to send dimensional mail to help market your business, we don’t know what is.

    There’s one printed product that’s just the ticket for small- and medium-size businesses to use instead of emails. It’s the note card, that old reliable marketing tactic.

    Sending note cards is an effective marketing strategy that you can implement quickly and inexpensively.

    Aside from that daily email onslaught, note cards work for lots of reasons. Nobody gets good mail anymore. We get tons of junk – and bills. Think of how getting a personally addressed note card or letter perks you right up. How fast do you toss aside all that other impersonal mail to open up an envelope that’s hand addressed to you?

    Exactly.

    A dimensional mail card puts you back on top of the recipient’s mind. It’s a personal communication that causes an immediate reaction. Most emails just can’t do that.

    Check out these 9 ideas for when to send note cards to market your business:

    1

    After meeting a prospect or a customer.

     

    Maybe you had coffee, lunch, or a meeting with a customer or someone interested in working with you. Send a note card to say thanks.

    2

    After meeting people at networking events or trade shows.

     

    After you collect business cards at events, send note cards to people who made an impression and/or would be ideal clients. Do it within days to maximize impact.

    3

    After listening to an enlightening speaker.

     

    If a business presentation blows you away with insights and inspiration, thank the speaker with a note card. You never know where it might lead.

    4

    After giving a presentation.

     

    As a public speaker, you should at the very least send a note of thanks to your host/s. If the group’s small enough and you can get their contact information, send the audience members note cards, too.

    5

    To thank someone for their actions.

     

    When someone does you a favor of any kind, send them a card even if you’ve called or emailed them. Here are great reasons: they referred you to someone else; they mentioned you by name in a webinar, article, or blog post; they gave you advice pro bono about a problem you were having; they simply took the time to meet you for coffee or lunch to catch up.

    6

    To thank someone for their purchase.

     

    This works well for small business owners, especially solo practitioners. If you sell books, for example, thank customers with a note card.

    7

    To acknowledge an anniversary or other special occasion.

     

    On every anniversary of a client engagement, send that client a note card. If you’re aware of key milestones for their businesses, send a card.

    8

    To congratulate a customer or colleague.

     

    If you’re active on LinkedIn and get those emailed notices alerting you to connections’ birthdays, work anniversaries or new positions, send them note cards. This gesture is much more meaningful than the standard online LinkedIn acknowledgment.

    9

    Just because.

     

    Send note cards every now and then to customers and prospects just because it’s personal. It says, “I’m thinking of you.” It’s a welcome gesture.

     

    Make a Lasting Impact

    Make sure your branded stationary includes some sort of personal touch, like a handwritten address or stamps you apply yourself.  Over time, recipients will recognize your company name and logo. People will know you took the time to get in touch with good old-fashioned mail. Many of them will hang onto your cards. While all those billions of emails go whizzing by, your 1st class note card will stop traffic and get noticed.

     

    Using Custom Flattener Presets

    Your commercial printer’s workflow may require that transparency be flattened.  We discussed flattening transparency in this blog post.

    The printer may have created a custom Transparency Flattener Preset which has the settings they require for their workflow. This post explains how to use such a preset.

    The first step is to load the preset. In Adobe InDesign, choose Edit > Transparency Flattener Presets. In Adobe Illustrator, choose Edit > Transparency Flattener Presets. In the dialog that appears, there will usually be three standard presets called [Low Resolution], [Medium Resolution] and [High Resolution]. Click the Load button, navigate to the preset the printer provided, and select it. It will then appear in the dialog as shown below (here labeled “Platesetter”).

    Using Custom 1

    The printer will then request that you create an Adobe PDF file using the Adobe PDF preset they requested. We discussed PDF presets here.

    For example, if they asked you to choose the PDF/X-1a PDF preset, you would choose it from the Adobe PDF Preset menu in the Export PDF dialog box. On the Advanced panel, you would select the Flattener Preset from the list. If you’ve installed the custom preset, it will appear there as shown below.

    Using Custom 2

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    6 Rules to Make Anyone Better at Writing Content

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    content

     

    general-copywriters-warning

    1. Focus on the customer

    When potential customers read content, in the back of their mind a little voice is asking, “What’s in it for me?” Always be answering that question with your copy.

     

    Wondering how you can talk about your business and your customers at the same time? It’s simple—tie it back to them. Pair statements about your company with why the reader should care. See below for examples of content that is self-serving, versus content that focuses on the customer:

     

    Bad: We offer flexible hours of service and custom package pricing.

    Good: We offer flexible hours to fit your schedule, and custom pricing for your unique needs.

     

    See what I did there? I mentioned a fact about my hypothetical business, but it’s a fact that adds real value. Which leads me to my next point:

     

    1. Keep it benefit focused

    Most businesses tend to be feature focused. But if you stay benefit-focused, you’ll set your company apart. This is how you answer the “What’s in it for me?” question. An easy way to do this is to think of a feature first, and then ask what benefit that feature brings to your customers.

     

    Let’s say you’re a formal menswear retailer with fashion experts and tailors on hand at all times. The benefit is that your customers have access to the expertise they need to get the perfect product. Emphasize the latter.

     

    1. Be human

    Whether you market to consumers or other businesses, you’ve got to make a connection with the reader. Do this by being human. It doesn’t mean you have to be super casual, funny or over the top. It simply means dropping the industry jargon and being relatable. People buy from those they trust. If you sound like a cyborg, you won’t fall into that category.

     

    1. Keep it short and sweet

    Don’t say in ten words what you can in four. Don’t drone on forever.

     

    1. Have a strong Call to Action

    Calls to Action are what you ask the reader to do. Want them to call? Email? Sign Up? You’ve got to tell them. Leaving them without a CTA is like ushering them out the door.

     

    1. Engage, engage, engage

    Engagement means creating a dialog between you and your customers. Whether on social media, blog posts, or your website, dialog give you real time insights into how customers are feeling and builds relationships with them.

     

    Rules for good engagement are similar to that of good small talk. Don’t ask questions that bring your conversation to a screeching halt (this largely means avoiding “yes or no” questions).

     

    Let’s say you’re a campaign manager for a local politician running for office, and you’ve just written a blog. Below are an example of good vs. bad engagement.

     

    Bad: Were you happy with the last Mayor’s term?

    Good: What did you like the most about the last Mayor’s term? What would you like to see done differently?

    Note: If you’re going to ask people to engage, be ready to follow up when they do.

     

     

    Want more resources on writing content for your business? Check out this blog post to see what kind of content turns prospects into customers, and customers into lifelong advocates.

    What questions do you have about content that we may have skipped over? Ask us in the comments below!

    Understanding Font Types

    When creating type in applications designed for print—for example, Adobe InDesign, Illustrator and Photoshop—there are three types of fonts that you can use:

    PostScript Type 1. This is the font format developed originally by Adobe as a proprietary format but now published. PostScript Type 1 fonts are stored as two files: The scalable outlines are stored in one, and fixed-size bitmaps for the screen and metric information in the other. This format is an older format used by graphics professionals and is available from all font developers. In the illustration below, a font family, Adobe Caslon, has four styles—regular, italic, semibold and semibold italic. The bitmaps are stored in the FFIL file; the outlines are labeled LWFN.

    TrueType. This font format is most popular with general computer users and is also available from all font makers. The font outlines and metrics are stored in a single file.

    OpenType. This is the newest font format, which overcomes some of the limitations of PostScript and TrueType fonts. Adobe and Microsoft developed this format originally, but OpenType fonts are now being released by virtually all font vendors.

    The font family shown below are OpenType fonts (hence, the extension is .otf). In an OpenType font, one font file stores all the information for the font. One of the advantages of the OpenType format is that it can be used cross-platform. That is, the same file works on both Macintosh and Windows computers.

    Font Types 2

    When fonts are viewed in the Adobe Creative Suite applications designed for print the applications display a font menu which gives the option of previewing the appearance of the font. In Adobe InDesign, you can also see what the font type is. In the illustration below, “O” indicates an OpenType font; “TT” is a TrueType font; and “a” is a PostScript Type 1 font. The sample of the font is shown on the right.

    Font Types 3

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