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As a child, I remember hearing countless stories, including the fables attributed to Aesop, the ancient Greek writer. In his tales, Aesop used animals to represent various human traits. He'd then end each story with a simple moral -- a life lesson meant to inform and instruct. One such fable, often credited to Aesop, told the story of an elderly lion, too frail to go hunting anymore. Shrewdly, the lion lured passersby into his den by claiming to be too sick to come out and greet them. When they entered to pay their respects, the lion ate them. One day, a fox happened by, but refused to enter the den. When the lion asked him why, the fox replied, "Because I can only see the tracks going in, but none coming out." For children, fables like this provide simple illustrations that serve as cautionary tales. In this story, for example, the child might learn to be wary of strangers or of situations that seem too good to be true. But fables aren't applicable only to kids. We, as businesspeople, can still learn a lot from a well-written fable. Again, looking at the fable retold here, we learn the value of prudence in our dealings with potential vendors, business partners, investors, and more. Careful observation of the warning signs others miss can save us (or our companies) from dangers we might not otherwise recognize. So as you go about looking for ways to improve your business, don't overlook the power of fables. They're not just "children's stories" after all.

Joe Gass @ Printing & Graphics  _  5900 Harris Technology Blvd, Suite G, Charlotte, NC 28269  *  704-551-0700  _  www.heritageprinting.com  _  22725 Washington St., Leonardtown, MD 20650  *  301-475-1700 _ Wide Format signs, banners & banner stands, displays, posters, wall and window graphics, vehicle and floor graphics, decals, backlit signs, point of purchase, end caps and toppers, on-site installation and fulfillment Offset and Digital newsletters, magazines, publications, catalogs, conference and meeting materials, brochures, rack cards, presentation folders and direct mail Veteran Owned and Operated

I saw this story the other day. I'm not sure if it's true, but either way, it provides a good allegory for marketing.

One day, Karen Hughes, George W. Bush's top communications aide, was walking along a beach. She looked up and saw a small plane towing an advertising banner. It read: "Jill come back. I am miserable without you. Love, Jack." Her first thought: "Bad message, Jack. Too much about you, and not enough about her." What is your message? Is it all about you? Or is it about your (potential) customer? It's not that having a brochure that tells your customers everything you do is a bad thing, but it's a lot more attractive and desirable if that brochure comes from the point of view of meeting the customer's needs. Which sounds better? "We build 400 kinds of doors." Or: "We strive to understand your exact door needs, and with 400 types of doors in stock, we can usually find you something quickly and at the right price." Given the choice, I'll take door (pitch) number two every time.

Joe Gass @ Printing & Graphics  _  5900 Harris Technology Blvd, Suite G, Charlotte, NC 28269  *  704-551-0700  _  www.heritageprinting.com  _  22725 Washington St., Leonardtown, MD 20650  *  301-475-1700 _ Wide Format signs, banners & banner stands, displays, posters, wall and window graphics, vehicle and floor graphics, decals, backlit signs, point of purchase, end caps and toppers, on-site installation and fulfillment Offset and Digital newsletters, magazines, publications, catalogs, conference and meeting materials, brochures, rack cards, presentation folders and direct mail Veteran Owned and Operated

Several weeks ago, Google unveiled a new, simpler icon for its Chrome web browser. In a blog post explaining the change, Google designer Steve Rural wrote, "Since Chrome is all about making your web experience as easy and clutter-free as possible, we refreshed the Chrome icon to better represent these sentiments. A simpler icon embodies the Chrome spirit ââ?¬â?? to make the web quicker, lighter, and easier for all." Whether you love it or hate it, the new Chrome icon provides an important lesson to corporate marketers: When creating logos, color schemes, and icons to represent your brand, make sure those symbols represent the core values you want people to associate with you. Another lesson comes in the way Google went about creating its new Chrome icon. "Redesigning the icon was very much a group effort," Rural continues. While you probably should put together a core team of designers and marketing people who will have the final say in creating your corporate brand, don't overlook ideas from "outsiders" in your organization (customer service people, salespeople, product developers, etc.) who might bring a different perspective to the discussion. And finally, make sure your new identity translates well both online and off. "It was important to maintain consistency across all media," Rural concludes, "so we kept print, web, and other possible formats in mind." One way to ensure a strong print-based presence for your new logo, icon, or color scheme is to involve a printing firm, like ours, early in the design process. As print professionals, we can help you choose colors that are attractive, cost-effective, and easy to reproduce, so you don't wind up spending more than you hoped to for less-than-ideal results.

Joe Gass @ Printing & Graphics  _  5900 Harris Technology Blvd, Suite G, Charlotte, NC 28269  *  704-551-0700  _  www.heritageprinting.com  _  22725 Washington St., Leonardtown, MD 20650  *  301-475-1700 _ Wide Format signs, banners & banner stands, displays, posters, wall and window graphics, vehicle and floor graphics, decals, backlit signs, point of purchase, end caps and toppers, on-site installation and fulfillment Offset and Digital newsletters, magazines, publications, catalogs, conference and meeting materials, brochures, rack cards, presentation folders and direct mail Veteran Owned and Operated

Imagine you are in an elevator at a business conference and a stranger notices your name tag and asks, "What do you guys do?" You only have a few seconds to make a powerful mini-presentation before the doors open. By preparing an "elevator speech," you not only have the opportunity to make a great first impression, but also demonstrate your professionalism and position yourself as an expert in your field in just a few words. An elevator speech should last no longer than the average elevator ride and offer unique highlights of what your company does and the solutions you offer. Here are a few tips for creating an effective elevator speech:

• Pique interest and feature highlights that set your company apart.
• Talk about topics of most interest to your listener, focusing on what your service can do for them.
• Avoid slang and industry jargon that your listener may not understand.
• Motivate listeners to take action by showing your passion for the topic.
• Develop different versions for different situations and audiences.
• Keep it fresh. Update your speech as your business grows and changes.
• Donâ??t be afraid to leave your elevator speech as a voice mail message on cold calls.
• Remember practice makes perfect. Ask others for feedback on how to improve your speech. Consider joining a group such as Toastmasters to boost your confidence.
• Always end with an action request, such as asking for a business card or follow-up meeting.

Print materials such as business cards, brochures, and fact sheets are a great way to back-up your elevator speech and be remembered. Stop by today for help creating professional marketing materials that help do the talking for you. Joe Gass @ Heritage Printing & Graphics

5900 Harris Technology Blvd, Suite G, Charlotte, North Carolina 28269 * 704-551-0700     www.heritageprintingcharlotte.com

 22725 Washington Street, Leonardtown, Maryland 20650 *                 301-475-1700 * www.heritageprinting.com

 Veteran Owned and Operated Wide Format - Signs, Banners & Banner Stands, Displays, Posters, Wall and Window Graphics, Vehicle and Floor Graphics, Backlit Signs, Retail Point of Purchase, End Caps and Toppers, On-Site Installation, Kit Packing and Fulfillment Offset and Digital - Newsletters, Magazines, Publications, Catalogs, Conference and Meeting Materials, Brochures, Rack Cards, Presentation Folders and Direct Mail

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I saw this headline a few days ago: "Coke recipe still safely under lock and key in Atlanta." I clicked on it at once. When I went to read the article, I realized I'd been subject to link bait.Link baiting is (in part) when you create a headline that is SO AMAZING your potential fish get caught on your hook. They just can't help reading your article. In this case, it was the implication that Coke's 125-year-old, top-secret recipe had been revealed. People forget just how important headlines are. I'm not just talking about social media either. If your monthly newsletter has boring headlines, then how do you expect to hook YOUR fish? Writing counts. It counts on Facebook, in your blog, on Twitter, and most certainly on your printing. Boring newsletters are, well, boring. Let me make you this offer: I will rescue you from boring headlines. When you call me, we can write some amazing headlines together. I have the experience. You have the newletter. Let's get writing! By the way, in case you're interested in reading more about the story that inspired this post (the security of Coke's secret recipe), here's a link to a Reuters' article detailing it all: http://in.reuters.com/article/2011/02/15/idINIndia-54919420110215 Joe Gass @ Heritage Print & Visual 5900 Harris Technology Blvd, Ste G, Charlotte, NC 28269 * 704-551-0700 * www.hpvisual.com  22725 Washington Street, Leonardtown, MD 20650  * 301-475-1700 * www.heritageprinting.com Wide Format â?? signs, banners & banner stands, displays, posters, wall and window graphics, vehicle and floor graphics, decals, backlit signs, point of purchase, end caps and toppers, on-site installation and fulfillment Offset and Digital â?? newsletters, magazines, publications, catalogs, conference and meeting materials, brochures, rack cards, presentation folders and direct mail  Veteran Owned and Operated	Â

PDF files are a great way to exchange information. Not only are they small in file size while preserving original formatting, but they can also be easily viewed. While PDFs are generally designed as read-only, there are ways to modify their contents without requiring the original source file or the Professional version of Adobe Acrobat. Here are a few examples of free websites that allow you to easily edit PDF documents:

• PDF Escape is an online PDF editor, reader, form filler, & form designer that enables minor changes to a PDF document, such as hiding part of the file (such as a personal e-mail address) and creating hyperlinks to other PDF pages or documents.
• PDF XChange Viewer is a PDF editor/viewer. While the free version doesn't allow you to create documents from scratch, it does allow you to edit extensively â?? such as adding text or images directly on your PDF file.
• Little PDF is a tiny PDF editor freeware which enables you to edit, read, open, print, save, convert, and view PDF files with ease.

While websites such as these are a convenient option for limited PDF editing needs, Adobe Acrobat products continue to provide the most robust functionality for power users. Not only can we help you edit existing files, but we can also create fresh new forms, documents, and other critical business materials. Stop by today and we'll take your worries away! Joe Gass @ Heritage Printing & Graphics 5900 Harris Technology Blvd, Ste G, Charlotte, NC 28269 * 704-551-0700 * www.hpvisual.com  22725 Washington Street, Leonardtown, MD 20650  * 301-475-1700 * www.heritageprinting.com Wide Format â?? signs, banners & banner stands, displays, posters, wall and window graphics, vehicle and floor graphics, decals, backlit signs, point of purchase, end caps and toppers, on-site installation and fulfillment Offset and Digital â?? newsletters, magazines, publications, catalogs, conference and meeting materials, brochures, rack cards, presentation folders and direct mail  Veteran Owned and Operated

We often hear that life is like a box of chocolates, but sometimes I think it's more like whipped cream. If you've ever made homemade whipped cream, you know you have to beat it several minutes while waiting patiently for results. Many people quickly become frustrated and give up because they can't see results fast enough, when in actuality it only takes a little longer until the cream becomes thick and heavy, crawling up the beaters. Here's the way I see it: The road to success is dotted with many tempting parking places. While you may need to pull over occasionally to fill up on gas, you'll never reach your destination unless you keep driving. If you're in a creative rut and need new marketing ideas that will provide results, contact us today. We're here to help!

22725 Washington Street, Leonardtown, MD 20650   301-475-1700       www.HeritagePrinting.com

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As an entrepreneur and small businessperson, I enjoy stories of other entrepreneurs who overcame obstacles to realize their dreams. One such story involves Bette Nesmith Graham, a secretary in the early 1950s, struggling to support herself and a son. Frustrated with having to retype entire documents because of simple typing errors, Graham invented a white liquid paint that would cover those mistakes, dry quickly, and allow her to type over the affected area once it had dried. According to the website Famous Women Inventors (http://women-inventors.com), Graham was inspired in her work by painters who were decorating the windows at the bank where she worked. As the painters worked, they would cover over any mistakes they made with another layer of paint -- saving time without compromising the quality of the work they did. Graham wondered if the same idea could be applied to her secretarial work. As Graham perfected her concoction and started using it at her job, the other secretaries in her building took notice and began asking her to share her liquid, which she dubbed "Mistake Out," with them. By 1956, demand had grown so much that Graham started a company (the Mistake Out Company) out of her Dallas home. Within the next dozen years, her renamed company, Liquid Paper, was a thriving business, requiring its own manufacturing plant and selling more than a million units per year. In 1980, Graham sold Liquid Paper to the Gillette Corporation for $47.5 million. That's a far cry from the income she earned as a struggling secretary in 1951... and further evidence that a good idea and an entrepreneurial spirit can accomplish just about anything. Joe Gass @ Heritage Printing & Graphics                     5900 Harris Technology Blvd, Ste G, Charlotte, NC 28269 * 704-551-0700  * www.hpvisual.com  22725 Washington Street, Leonardtown, MD 20650  * 301-475-1700  * www.heritageprinting.com Wide Format â?? signs, banners & banner stands, displays, posters, wall and window graphics, vehicle and floor graphics, decals, backlit signs, point of purchase, end caps and toppers, on-site installation and fulfillment Offset and Digital â?? newsletters, magazines, publications, catalogs, conference and meeting materials, brochures, rack cards, presentation folders and direct mail  Veteran Owned and Operated

Over the past few years, email has become the delivery method of choice for many business correspondence. As smartphones and social media continue to rise, text messages and tweets are also gaining popularity. Yet, with all that technology, there are still times when a handwritten note makes sense. Here are a few examples to keep in mind:

Sales call follow-ups. Send your prospect a three to four-sentence note, thanking them for their time and reinforcing what you discussed in your meeting. People appreciate the personal touch a handwritten note provides. Client thank yous. Mark each client's anniversary with you -- or any particularly large or meaningful orders they place -- with a quick, handwritten thank you card. For even more goodwill, include a handwritten thank you with each completed order or invoice. Employee thank yous. When someone goes above and beyond the call of duty, recognize them with a handwritten thank you card. Your employee will appreciate the gesture just as much as your clients do when you send them a handwritten note. Special recognition. If you see a customer or prospect featured in the newspaper, send them a quick congratulatory note, along with a copy of the clip. Send birthday and holiday greetings, and look for ways to let your customers know you're thinking of them on their special days. Joe Gass @ Heritage Printing & Graphics 5900 Harris Technology Blvd, Ste G, Charlotte, NC 28269 * 704-551-0700 * www.hpvisual.com  22725 Washington Street, Leonardtown, MD 20650  * 301-475-1700 * www.heritageprinting.com Wide Format â?? signs, banners & banner stands, displays, posters, wall and window graphics, vehicle and floor graphics, decals, backlit signs, point of purchase, end caps and toppers, on-site installation and fulfillment Offset and Digital â?? newsletters, magazines, publications, catalogs, conference and meeting materials, brochures, rack cards, presentation folders and direct mail  Veteran Owned and Operated

Many businesses create a Facebook profile (often referred to as a "fan page") and expect immediate results. While the potential for social media is great, it can't work magic by itself. Here are a few tips on how to optimize your Facebook marketing:

• Give out coupons promoting an incentive for becoming a fan, such as an exclusive discount or free product. Continue to provide discounts and special offers available to fans only.
• Run a contest to create interest. For example, post an intriguing question relevant to your business, and the first 10 people to respond receive a free gift card or desirable product.
• Take photos during any live events you sponsor, load them to your Facebook page and encourage fans to tag themselves, which pushes out into their wall and friends' news feeds.
• Offer a discussion-oriented approach where fans can ask questions and get answers from employees and other fans.
• Manage your online reputation by professionally acknowledging and answering all comment posts â?? good or bad.
• Secure a unique username (or vanity URL) that is short and memorable by using your brand name, company name, etc.
• Promote your Facebook presence on your e-mail signature, business cards, brochures, letterhead, newsletters, postcards, at the bottom of receipts, etc.
• Create Friend Lists to filter news feed stories and control who sees what information you publish. This may be useful to spread information to separate groups, including customers, prospects, colleagues, employees, competition, etc.
• Embed Facebook social plug-ins on your website and blog with a title encouraging visitors to click the "like" button and become a Facebook fan.
• Use Facebook Events to promote upcoming events and activities quickly without being intrusive.
• Keep your site up to date by posting interesting industry news and announcements, questions, surveys, relevant informational links, etc. Just be careful not to post too frequently.

If you're looking for other ways to creatively promote your business, stop by anytime. Our creative experts are eager to help your business succeed! Joe Gass @ Heritage Print & Visual 5900 Harris Technology Blvd, Ste G, Charlotte, NC 28269 * 704-551-0700 * www.hpvisual.com  22725 Washington Street, Leonardtown, MD 20650  * 301-475-1700 * www.heritageprinting.com Wide Format â?? signs, banners & banner stands, displays, posters, wall and window graphics, vehicle and floor graphics, decals, backlit signs, point of purchase, end caps and toppers, on-site installation and fulfillment Offset and Digital â?? newsletters, magazines, publications, catalogs, conference and meeting materials, brochures, rack cards, presentation folders and direct mail  Veteran Owned and Operated