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In marketing, perception is reality. In the mid-1970s, health concerns arose over the use of the dye amaranth, commonly known as FD&C Red #2. Studies linked the popular food coloring with cancer. Mars Inc., makers of M&M's, decided in 1976 to replace red M&M candies with orange ones. Did the candymaker eliminate red M&M's because they contained the dye in question? No. In fact, the candies contained a different (and safe) red dye. Instead, the company decided to remove the red candies to allay the fears of consumers who worried about anything with red dye in it.

Mars understood the power of perception. Although its product was perfectly safe, the company knew that consumers were concerned. Sure, it could have stuck with the red candies and focused its marketing on explaining that the red dye it used was safe. After all, that was the truth, and many people would surely have believed it. But Mars knew that not everyone would feel comfortable with that explanation. The brand might have been hurt by this negative perception. So, even though the truth was on its side, Mars decided to make a fairly significant change. In the process, it generated a lot of goodwill and got the added bonus (and buzz) of introducing a new color to the M&M's fold. How do people perceive your products, services, and brand? Are there any misconceptions that could be adversely affecting you? If so, what changes can you make to alleviate those concerns and improve your image? And what extra value can you get from making those changes? There's one final chapter to the red M&M's story worth noting. Eleven years after pulling red M&M's off the market, Mars reintroduced the color in 1987. It proved a popular addition at the time and remains so today.

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've always wondered how fancy coffee shops could charge so much for a product that is worth pennies on the dollar. But I recently had an eye-opening experience that caused my opinion to sway. While feeling slightly impatient waiting for a cup of joe, my attitude was shockingly transformed by the laid-back atmosphere, the enchanting aroma, and the unique boutique-style tables and chairs at my favorite coffee shop. For a moment, I forgot why I was in such a hurry. Time stood still, as I was engrossed in a coffeehouse state of mind.

I now understand that the value of coffee, like many other products we buy, is contingent on how it makes us feel. Sometimes when I close my eyes and smell a fresh cup of coffee, I recall my coffeehouse state of mind... and smile. While other products might not offer the same memorable feeling as a good cup of joe, we should all strive to offer a memorable experience for the customers who walk through our front door. How can you make customers think of your business and smile?

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

We all know the value of persistence in business. President Calvin Coolidge once wrote, "Nothing in the world can take the place of persistence. Talent will not; nothing is more common than the unsuccessful man with talent. Genius will not; unrewarded (genius) is almost a proverb. Education will not; the world is full of educated derelicts. Persistence and determination are omnipotent."

But persistence isn't just important in business. It's equally important in all of life's pursuits. Michael Jordan was cut from his high school basketball team. Thomas Edison tried more than 1,000 different filaments for his light bulb before finding one that worked. And Dr. Seuss's first book -- And To Think That I Saw It On Mulberry Street -- was rejected by 27 publishers before he found one who would publish it. Imagine if any of these three men had given up. The NBA would have been left without arguably its best player ever. We'd all be writing by candlelight (okay, maybe not, but it sounds more dramatic that way). And generations of children around the world would have been left without such classic tales as The Cat in the Hat, Green Eggs and Ham, and How the Grinch Stole Christmas, to name just a few. Any endeavor worth pursuing involves struggle. Those who persist are those who succeed. So don't give up. Success may be one jump shot, filament, or publisher away.

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

We've all been there. Something we write in an email, letter, or casual tweet gets misunderstood. Or perhaps, we're the ones who have misinterpreted something a friend or colleague wrote. No matter how clear we think we are in our writing, misunderstandings happen. When they do, open communication is vital to resolving the issue as quickly as possible.

But how can we keep misunderstandings to a minimum?

Context is key. When you compose an email or tweet, the recipient can't see your face or hear the tone and inflection of your voice. They must rely on your words alone to guide them in interpreting what you're trying to say. If the recipient knows you well, they may be able to infer meaning more easily, based on previous interactions, but even then, misunderstandings can occur. To minimize miscommunication, keep your writing concise.  Stick with the facts, and move on.  Use humor cautiously, particularly dry humor that may be seen as being flip, curt, or rude.  Save the jokes for face-to-face situations, when your body language and vocal inflections can help in interpreting your words. And try to craft questions that cannot be accidentally read and interpreted in a different way than you intended. A humorous example of this occurred around the turn of the last century. William Randolph Hearst made a bid to purchase a competing newspaper. He asked his rival for a selling price, to which the man replied, "Three cents daily. Five cents Sunday." Obviously, the rival knew what Hearst meant by his question -- and by answering the way he did, basically let Hearst know the paper was not for sale -- but this does go to show that the same question can have more than one meaning if interpreted differently. Of course, it's not just what you say that matters; it's how you say it. When communicating in writing, it's important to know the subtleties of the medium you're using. For example, most people now know that writing an email or Facebook post in all caps is often equated with yelling. For a medium like Twitter, with its 140 character limit, the challenge often comes in trying to say too much in such a confined space. When composing a tweet, it's easy to inadvertently gloss over some of the details, in an effort to save space. Make sure you're not losing meaning -- or raising confusion -- for brevity's sake. If you can't adequately say what you need to say in the space provided, choose a different medium

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

Have you ever heard the saying, "I CAN is more important than IQ?" In today's world of competitive business strategies, determination is often the key factor which enables individuals to succeed. Who cares if you didn't earn a perfect score on your SATs? Numbers aren't responsible for your future â?? you are. Determination helped get you where you are today, and will also influence where you'll be tomorrow. Here's the way I see it: If you give the world the best you have, the best will come back to you. We have endless ideas for creative printing documents to help your business become more profitable. Together, we can help your business succeed. 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

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

Veteran Owned and Operated

   

Companies lose an average of 10 to 30 percent of their customers each year. Much of this loss can be attributed to poor service. Companies that focus on customer retention tend to see profits grow anywhere from 25 to 100 percent annually. Nonprofits that focus on customer retention often see reductions in turnover and better results. In business, we all strive to provide outstanding customer service. Unfortunately, we donâ??t always live up to those ideals. Here are four keys to unlocking richer, more meaningful relationships with your customers:

 

	Learn your customersâ?? names. Everybody appreciates being recognized when they walk into a place of business, particularly if they visit that company frequently. As the theme song to Cheers puts it, â??Sometimes, you want to go where everybody knows your name.â?? Make a concerted effort to learn the names of the people you come into contact with regularly, and greet them by name whenever possible.
	But start with last names first. Of course, before you start addressing customers on a first-name basis, make sure theyâ??re comfortable with this practice. Some customers might find it disrespectful or â??tooâ?? personal to have you greet them by their first name. Follow the customerâ??s lead, if possible, or try starting with â??Mr. Johnson,â?? before calling your customer â??Bob,â?? particularly if they are not your peer.
	Show genuine appreciation. Let your customers know youâ??re glad to see them every time they walk through the door. Make an effort to greet people with a warm smile and an enthusiastic hello. Then back it up with outstanding service and a â??can doâ?? attitude. Thank your customers when they buy from you, and keep in touch to let them know theyâ??re on your mind... and appreciated for everything they do.
	Avoid judgments and negativity. Weâ??ve all heard the adage, â??You canâ??t judge a book by its cover.â?? The same is true of people. Strive to approach each new or prospective customer with an open mind and positive attitude. Donâ??t rush to judgment based on a first impression. Many times, those initial reactions and snap judgments donâ??t hold up to the test of time.

 

Joe Gass @ Heritage Printing & Graphics

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

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

Are you wearing clothes? Do you own clothes? If you do then you are like 100% of the people that you know! And every single item of clothing that you are wearing was bought somewhere, by someone. It was sold. Ever get talked into going to a birthday party you weren't 100% thrilled about? You got sold. Ever feed a kid an ice cream cone before dinner because of a look on a face? You. Got. Sold. Selling makes the world go 'round. It happens in just about every single transaction between people that you can think of. From your teenager talking you into staying out late to the car dealer convincing you that you need the expensive oil change. What made that ice cream cone sale work? Well, a lot of things actually, but one part of it was the deep sincerity on the part of the seller. Same for the person trying to get you to go to the birthday party. Those people believed in the product they were selling. So...can you bring the same sincerity? Take a moment to see where your passion is. If you find yourself bogged down in the details and feel like you've lost the feeling of the sale, then take a step back and look at a kid who wants an ice cream cone. Then make the sale! 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