Design From the Heart

Heart

Why do your customers buy from you? Is it because your company provides the Best Price, Quality & Service? Blah, blah, blah…snooze.

Every amateur marketer or salesperson relies on these points to sell their services, but that’s not what we buy.

We buy the intangibles

We don’t buy the sweater. We buy the feeling of the fit, the energy of the color, and the experience of the texture. We invest in who we feel we become in the sweater.

We purchase pride and prestige

We pay for the feeling of belonging to something bigger, something popular, current or trendy. Bang wagon Superbowl fans understand this. Not unlike last minute Valentine’s Day cards, team gear flies off the shelves the days leading up to the Superbowl – Not to mention all the Skittles in Seattle. We don’t want to feel left behind. Wanting to be a part of the fun.

Think beyond Price, Quality and Service.¬†Aren’t those expected anyway?

Have you ever seen an ad for a dental office touting they are the cheapest dentists in town, using the highest quality fillings while they drill into your tooth faster than any other dentist within 100 miles? Of course not, that would be ridiculous. And a little frightening.

Design From the Heart

Choose your words carefully and get to the point with your copy. Period. Just because you write it, doesn’t mean they’ll read it.

Use authentic adjectives to describe the products you’re selling (Luxurious Ride, Painless Fillings, Current Styles, etc.).

Don’t go overboard with the over-promising adjectives or you’ll sound like an infomercial (Amazing Offer, Spectacular Savings, Unbelievable Quality, etc.).

Use pictures to provoke a thought or evoke a feeling. Prospects are more likely to remember your story if they figure it out themselves and Photos are a great tool to create a perception of your company in their minds.

Focus on the feeling and speak to the senses. You’ve heard it before “Sell the Sizzle, NOT the Steak”.

Details about Price, Quality & Service are important in preventing buyer’s remorse, so be sure to reinforce these attributes after the sale. This reinforces your customer’s excellent decision and creates confidence. Stay in touch and you’ll likely land a repeat customer.

www.markit4events.com

Paper Mill Powered by Hydro

2014-print-jan

When I was visiting my hometown of Niles, Michigan, I went on a tour of the French Paper Company’s paper mill with 6th generation paper maker, Brian French. It was an exciting field trip while Brian showed me enormous vats of pulp and huge hot machines all powered by hydro.

Established in 1871, French Paper is a sixth-generation, family-owned American company. French Paper Company has been manufacturing paper for more than 150 years in the same community of Niles, Michigan. In an industry known for corporate acquisitions and shutdowns, French Paper has persevered, emerging as one of the strongest, smartest, and most consistent paper brands around.

Remaining as one of the last, small, independent mills in America, French Paper has learned to take their direction from customers, not corporate consultants. They keep their eye on the bottom line by improving their product lines, and when they talk about stock, they mean papers, not shareholder value.

Related articles

Brookstone (R) Hydro Fitness Kit
5 Steps to Slash your Printing Budget

Environmental Advantages of Recycled Paper in Marketing Materials

Recycled paper is the end product of paper recycling. The production of recycled paper has significant environmental advantages over non-recycled paper production.

These environmental advantages include:

  • Less Water Consumption – production of recycled paper uses 60% less water.
  • Decreased Energy Usage – recycled paper manufacturing uses 50% less energy than non-recycled paper.
  • Reduces Landfill Space – One ton of paper sent to the landfill requires 3.3 cubic yards of space.
  • Saves Trees – One ton of paper recycled saves 17 trees.

Recycling paper has had a positive impact on the environment and it’s estimated that 65% of all paper in the US is recycled, diverting it from the high environmental cost of its disposal in landfills.

The Smart Choice for you –

No Added Cost – The cost of recycled paper has plummeted in recent years due to increased production. You won’t pay more for your choice to use recycled paper for your next project.

High Quality – Improvements in the manufacturing of recycled papers has created stunning results. You will not be able to tell the difference in a side-by-side comparison to non-recycled papers.

Availability – Increased demand for papers with recycled content has driven all of the paper mills to offer recycled options in their line of products. All grades of paper are available with recycled options with inventory to match the demand.

It’s estimated that there are now 20% more trees in the US than there were 25 years ago. Paper recycling and tree planting efforts are responsible for saving this precious natural resource.

You can do your part too by asking for recycled paper to be used on your next project. Chances are that recycled paper is already being used and you don’t even know it.

Related articles

Saddle Stitching vs Perfect Binding
5 Steps to Slash your Printing Budget

Saddle Stitching vs Perfect Binding

Manuals, catalogs, and other books used in business, are generally manufactured using one of two binding methods. To determine the best option for your book here’s a brief description of each process:

SADDLE STITCHING

Saddle Stitched books are created by nesting folded pages that have wire staples on the crease of the book’s spine.

PERFECT BINDING

Perfect Bound books are created by gluing the pages inside of the cover at the spine with a strong, flexible adhesive.

Page Count is often a determining factor in choosing between the two. There is some overlap in page count, so other determining factors are listed below.

Saddle Stitching is limited to thinner books with a lower page count because the wire staples must be pushed through the paper. 8 – 64 pages is ideal depending on the paper thickness.

Perfect Binding is limited to thicker books because it needs a thicker spine for the glue to adhere to. 36 pages and higher is ideal for perfect binding. As long as the book is over 1/8″ thick, it can be several inches thick like a phone directory.

Spine printing – Each of these options is very different.

Saddle Stitched books do not have a flat surface to print on so spine printing is not an option.

Perfect Binding books allow for printing on the spine so that when the book is on a shelf it’s more easily identifiable.

Lay Flat Pages – Consider the reader’s experience.

Saddle Stitched books generally lay flatter when the book is opened, allowing for better crossover artwork viewing.

Perfect Binding books tend to close back up unless you hold the pages open. A hinged, lay-flat option is available on perfect bound books that costs more and adds to the production time.

Shelf Life – Your choice in binding options can mean the difference between getting one order or saved for future orders.

Saddle Stitched catalogs are frequently mailed for the quick, one time Holiday orders. Then they are typically tossed in the recycling bin.

Perfect Binding catalogs for B2B products are intended for use throughout the year. Perfect Binding creates a sense of permanence. Consider how many old National Geographic magazines you can still find at garage sales vs. old Popular Mechanics magazines?

Production Time – Saddle Stitched books are quicker to manufacture

Cost – Saddle Stitching is typically the more affordable of the two options.

Contact Us Today for Custom Printing

Related articles

Markit-in-a-Minute: Eco-Friendly Fabrics
5 Steps to Slash your Printing Budget