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Think about common paper sizes. Your printer buys paper from paper mills in standard sizes. Hopefully your printer will try to help you minimize your costs and maximize the amount of the sheet that will be used, so you are not paying for paper that you won’t use or waste. The most common sizes of paper [...] One of our favorite authors, Pat Friesen, discussed fonts in a recent issue of Target Marketing Magazine. Select typefaces and fonts for their readability. A typeface is a set of fonts in the same family, such as Arial or Goudy. A font is a single kind of typeface, whether it is Times New Roman bold or [...] Switching fonts could save money and ink. The University of Wisconsin Green Bay’s IT department has changed the default font for all users of Outlook to Century Gothic, and urges users to switch the default font in other applications too. The IT department said Century Gothic requires 30% less ink in printouts than Arial, the [...] Use your own list Your own list of customers and prospects who know you and have previously responded to your advertisements will generate a much greater response. Update your list frequently with changed addresses. What is in it for the reader What excites you may not be what resonates with your audience. What’s most important to your reader [...] Marcia Yudkin wrote some ideas in her weekly email “The Marketing Minute” for ways to involve the senses of readers in marketing copy. She was attracted to a magazine ad for Puerto Plata, Dominican Republic: “You’re welcomed by warm smiles, slapping dominoes and whispering trade winds. Here, you can share sunsets with artists and fishermen as [...] As you work on putting together your direct mail piece, one designer shares his rules. Some of them may be valid for you, others maybe not. We just want to get you started. From: Design Elements: A Graphic Style Manual by Timothy Samara Have a concept We found some ideas about postcard design at this site from Chuck Green on Ideabook.com. What is the purpose of a post card? “Greetings from” and rotating racks decorated with pictures of places great and small—those are the type of messages associated with post cards. The marketing potential of a simple card is unbounded. You can show [...] Target Marketing Magazine published a great article a couple of years ago about how readers eyes move around a mail piece. We all do this so many times without thinking. A hot spot is where your eye goes first when you look at a postcard, outer envelope, catalog spread, direct mail letter, space ad or even [...] |
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