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By Joe Gass at Heritage Printing & Graphics To be successful, a brochure needs to be produced with a precise objective and a target reader in mind. It's best to create the least elaborate brochure likely to achieve its objectives. Deciding on Your Purpose Brochures fall into two broad categories â?? those that introduce a new product or service to a likely customer and those that turn an already interested customer into a buyer. Using Color Full color is more costly but is justified if the product or service you are offering needs color to show its features. For example, a wallpaper brochure or a brochure of knitwear would not work effectively in anything other than full color. Another reason for using full color may be to compete head-on with a rivalâ??s color brochure. 10 Ways to Create the Wrong Brochure

1. Being concerned with the looks, but forgetting the sales objective.
2. Giving the printer poor artwork, but expecting excellent results.
3. Forgetting to emphasize the unique selling proposition of your business.
4. Omitting (or hiding) prices if they are critical to the readerâ??s decision-making.
5. Printing too many brochures with details that date too quickly.
6. Giving insufficient thought to how the brochure should best be distributed.
7. Using text on the brochure that is too small to read easily.
8. Including poor-quality or inappropriate illustrations.
9. Allowing a fussy or complex design to distract from the key selling message.
10. Forgetting to monitor the response.

Heritage Printing & Graphics, Inc.                                                  Improving Your Image in the Marketplace Banners, Signs, Displays, Decals, POP, Wall and Window Graphic Brochures, Booklets, Publications, Marketing Materials & Direct Mail 5900 Harris Technology Blvd, Suite G, Charlotte, NC 28269 704-551-0700  www.HeritagePrintingCharlotte.com 22725 Washington Street, Leonardtown, MD 20650 301-475-1700  www.HeritagePrinting.com *We specialize in wide format, offset and digital printing. *Veteran Owned and Operated. *Our house papers are recycled, FSC certified & Made in America. *We have received over 100 print quality awards during the past 15 yrs *GreenWorks certified for environmental responsibility.

If you're looking for a way to add a memorable touch to an upcoming presentation, creative presentation materials are a great way to reinforce your message and keep key information front of mind. Presentation materials can vary from a simple handout stating key points to an in-depth booklet or binder with additional information. Here are a few tips on preparing presentation booklets your audience will appreciate receiving:

• Use printed materials to recap your presentation and provide additional details that may help the audience understand the subject matter in greater depth or answer frequently asked questions. This is especially helpful if you have a data-heavy presentation.
• If you have several printed items to distribute, organize them in a booklet, folder, or binder. In addition to presentation information, consider including your business card, brochures, and other relevant information.
• Use creative design to make your materials visually appealing while reinforcing your brand image.
• Prepare more copies than you think you will need to ensure everyone in your audience receives a copy. If you run out, be sure to get their contact info so you can send them a copy.
• Don't forget to include contact information should an attendee have questions following the presentation.
• Hand out printed materials at or near the end of your presentation to avoid competition for your audience's attention.

Remember that your presentation materials will reflect on your company image and your own professionalism, so take time to make them complete and professional. If you need creative ideas for presentation booklets, stop by Heritage Printing & Graphics today. We'll help get your creative juices flowing and ensure your marketing materials make a lasting impression. Joe Gass  5900 Harris Technology Blvd., Suite G, Charlotte, North Carolina 28269 www.heritageprintingcharlotte.com * 704-551-0700/888-910-9914  22725 Washington Street, Leonardtown, Maryland 20650 www.heritageprinting.com  * 301-475-1700/888-777-9776 _____________________ Veteran Owned and Operated Receipient of the coveted GreenWorks certification for environmental responsibility.

July 14, 2009

Trade shows typically produce lower-cost leads than other communications strategies. Theyâ??re the best vehicle for a new company in the Charlotte area to attract its first customers and the most cost-effective way for small manufacturers in the Caroliinas with specialized products to find prospects.

Many times, small companies lack the resources to discover which companies need their product. At a  industry trade show, hundreds, if not thousands, of people may walk by you booth.  Those interested in your company's products or services will probably stop to talk, pickup printed literature, view video clips and allow you to make a case for buying your product or service. In the Charlotte area we are blessed with an incredible facility and staff at the Charlotte Convention Center that attracts convention and trade show traffic from all over the world.   Charlotte area businesses have ready access to displaying your capabilities to people who have flown or driven thousands of miles to come to the big show. Local, company-promoted specialty shows, such as bridal fairs, equipment shows, home and garden shows, and boat shows, offer another popular option. If you're a member of the local chamber of commerce, you might even consider hosting a booth at the next business after hours event. Whatever trade shows you decide to attend, make sure you let Heritage Printing and Graphics help you develop a compelling trade show display that will attract prospects to your booth.   Then let Heritage help you design printed materials that will help you depict your product or service in a professional, attractive way.   Use these brochures and catalogs to highlight your competitive advantage, and provide a way for prospects to contact you to request more information.  So attenders of the trade show do not forget you, allow us to help you select advertising specialities that will keep you top of mind well after the trade show is over.

Joe Gass, President Heritage Printing and Graphics 5900 Harris Technology Blvd, Suite G Charlotte, North Carolina 704-551-0700 www.heritageprintingcharlotte.com

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Simplicity is often seen, but it s a concept that is not easily explained. For some graphic designers, it's second nature. For others, it involves much forethought. Today's designers are trending toward more simple, clutter-free designs, as they return to simplicity. Here are some examples of how the traditional theme of less is more is used:

• Advertising Not only can simple ads grab attention, but their short and to the point messages are also easier to comprehend. The concept of "less is more" is especially effective when writing ad copy.
• Catalogs and Brochures Catalogs and brochures are expected to be a vast source of information, yet readers appreciate when they are simplified, organized, and easy to read and comprehend. Simplicity is often its own reward since it encourages increased use.
• Packaging Like a poster, a package needs to attract the eye within seconds of its initial viewing. In recent years, shelves have been jammed with products whose designers have attempted to out-design one another. This gives simple package designs featuring primary colors, bold copy, white space, and clean design the ability to effectively break through the clutter.
• Identity Not only do logos convey the personality of a company, but they also offer a memorable impression. Simple designs that incorporate a company's complex ideas are the root of a logo's power.

One of the perks of being a designer is the ability to develop a personality or character for a company or product. For designers, simplicity means a return to basics, but not at the expense of creative design. Joe Gass, President Heritage Printing and Graphics 5900 Harris Technology Blvd, Ste G, Charlotte, North Carolina 704-910-9914 www.heritageprintingcharlotte.com

When writing ad copy, it's important to think about your products and services from a prospect's point of view. Here are a few tips on how to write effective sales copy to reach your prospects in the Charlotte area:  

• Sell the sizzle, not the steak. Remember that customers buy benefits, not features. Don't assume a customer will understand that a 3Ghz computer offers blazing fast speed and efficiency.
• Put your copy to the test and view from a customer's perspective by saying "So what?" or "Why is this important?"
• Provide a compelling reason or unique selling proposition for customers to do business with you. Do you offer the best guarantee? The lowest prices? The fastest delivery?
• Include proof of results in your copy, such as credible testimonials.
• Avoid abbreviations, acronyms, and trade terms that your prospects may not understand. You don't want them to be confused or feel inept when reading your sales copy.  It may seem cute to us LKN instead of Lake Norman or CLT instead of Charlotte, however, you do not want to assume that your prospect will always get it. 
• Attract attention with a strong headline. Many readers will skim headlines to determine if they want to read the rest of your copy.
• Make the text easy to read. Break text into short paragraphs, use bullets or numbered lists, add sub-headers, and most importantly, don't waste words. Limit the amount of text and make sure each word you use conveys meaning.
• Include special offers, such as "Mention this ad and receive a 20% discount" or "Buy one, get one half-price before August 15."
• Include a call to action, which clearly states what you'd like the prospect to do next: go to your web site, call your business, complete the order form, etc.

For ad inspiration, flip thru a magazine or click around online. You'll likely notice that the effective ads are often deceptively simple. If you'd like help writing or designing your next ad, give Heritage Printing and Graphics in Charlotte, North Carolina a call today. Our team of creative experts can help you create an ad that sells itself! Joe Gass, President Heritage Printing and Graphics 3601 Rose Lake Drive Charlotte, North Carolina 704-910-9914 www.heritageprintingcharlotte.com

In todayâ??s hectic world of busy meetings, e-mail overload, and nonstop sales calls, it can be refreshing to browse a creatively designed direct mail marketing piece at your own leisure.   Direct mail is one of the only forms of advertising that lets you precisely pinpoint your target audience in Charlotte, NC and receive fast, measurable results. Unlike advertising in mass media such as Charlotte area radio or television, direct mail allows you to define precisely who you're speaking to and tailor your message accordingly. For example, if you own a lawm care service in Huntersville, you wouldnâ??t waste time or money targeting apartment tenants in uptown Charlotte.   Budgeting is also easier with a direct mail campaign, since you can control the number of pieces you send out on campaigns. Not only do you know who received the mailing and how much each piece of cost you, you can also track how many responses came back. This information makes it easy to calculate the return on investment for your campaigns.   There are many types of direct mailing ideas to choose from. Here are a few popular examples:

• Postcards. They are a great miniature billboard and take only seconds to read. Your message is also exposed to an exponential amount of people as it travels through the mail and around your office. Postcards are also great for perforated coupons and loyal customer cards.
• Self-mailers. Self-mailers attract attention because they are quick to open, and they are convenient from a mailing perspective because they eliminate the need for envelopes and stuffing. Strong graphics and a powerful sales message make it difficult to ignore.
• Newsletters. Many customers look forward to receiving an upbeat newsletter filled with knowledgeable tips, tricks, and other relevant industry information. Newsletter direct mail is also a great way to build relationships with your customers and prospects.
• Creative packaging. Oversized or translucent envelopes will not only attract attention and stand apart in a pile of mail, but they are more likely to get opened and create a memorable impression for your business. Create more impact with a custom designed mailing label to promote your brand image.

In addition to creating top-of-mind awareness program to your prospects in Charlotte, direct marketing is also a great way to support your outside sales staff.  Direct mail pieces are a great lead-in for many conversations that lead to sales.   If your Charlotte area business needs help creating your next direct mail campaign pieces, look no further. Our team of experts can help you along every step of the way to achieve direct marketing success in Charlotte. Turn to us for creative strategy and state-of-the-art print production. Our experienced staff is eager to exceed your expectations and provide the right solution for your direct marketing campaign. Joe Gass, President Heritage Printing and Graphics 3601 Rose Lake Drive Charlotte, North Carolina 704-910-9914 www.heritageprintingcharlotte.com