Take care and happy marketing!
Tom and Elizabeth Forsythe, Owners

ARCHETYPE GRAPHIC DESIGN & WRITING SERVICES
"A great place to start when you want to make a lasting impression"

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Turning "Blah" Brochures Into Effective Sales Tools

When people ask for more information about your business or nonprofit, what do you send them? Many people's printed pieces contain inaccurate information, poor quality photos, and dated clipart, and they do not reflect the high quality of the products and services being offered. Brochures that look amateurish may drive away more customers and supporters than they attract. What are your materials saying about you?

A new brochure cannot turn your business or nonprofit around all by itself, but it can be a crucial tool. For many products and services (and nonprofit causes), it's too much to expect to close the sale without meeting with your prospect. A well-done brochure can, however, position your company in the marketplace, explain why you are the best choice, prepare the prospect to buy, provide key information, and help you close the sale. Unlike some other types of marketing materials, you should distribute your brochure selectively. Reserve it for those who have requested more information and other carefully targeted prospects.

To be their most effective, all of your printed materials should:
* be written and designed to appeal to your target audience
* have a consistent look from piece to piece
* display your logo, website address, and tagline and utilize your signature colors (If you hide your logo because you don't like it, it may be time to update it or redesign it completely.)
* be free of errors and well-written
* provide current, accurate, and complete information
* entice the reader to want to know more
* make you and your staff feel proud of your business or organization

Remember that many purchasing decisions cause people some anxiety. They're afraid of making mistakes or having regrets, and they usually hesitate before making a commitment. Customers must know and trust you before they buy, and a brochure can break the ice. You can turn more prospects into clients if you ask them to take several small steps before they take the big leap of signing a contract or buying into your cause.

Many people are more receptive to a sales call or initial meeting if you are able to say, "You can start by reviewing our brochure. Then we can talk on the phone and arrange a meeting. If you like what you hear at the meeting, I hope that we can do business together/count on your support." Brochures remove the pressure from the sales meeting by giving the prospect a chance to study what you have to say before you get together, and a printed piece enables you to answer important questions before they are even asked. If you are even slightly concerned about your presentation skills, having a professional looking brochure helps to increase your confidence.

Follow these simple guidelines, and you can create a dynamite brochure:
* People expect a brochure to provide them with substantive information about your product, service, or cause. Your copy should answer commonly asked questions in a lively and engaging way.

* Send a personalized letter with the brochure to help initiate a relationship with the prospect.

* For excellent prospects, give your brochure a personal touch by attaching a sticky note with additional comments or writing a note in the margin that pertains directly to the prospect.

* Have your brochures professionally designed, written, and produced to ensure that they project credibility and entice the reader. [Editor's note: this tip may sound self-serving, but don't take it from us at ARCHETYPE. Countless marketing experts offer the same advice.]

* Include testimonials, outline benefits, and communicate both verbally and visually.

Has your brochure worked well for you? E-mail us with the details, and we'll feature you in THRIVE.

TECHNICAL stuff

It helps to know the lingo when dealing with graphic design, copy editing, and printing. Below are some commonly used terms:


1. point size: refers to the size of type on the page; a point is 1/72 of an inch measured vertically. Eleven-point type is fairly standard for running body copy; larger point sizes are used for headlines.

2. leading (pronounced led-ing): the space between lines of text, measured in points. Two points of leading is the most common with running body copy. Called "leading" because actual lead used to hold the space between the lines of type being set up for the printing press.

3. kerning: the amount of space between letters. Designers will sometimes kern a line a little more tightly than the rest of the column to eliminate widows and orphans.

4. tagline/slogan: a reiterated phrase identified with an individual, group, product, service, or cause. Archetype's tagline is "A great place to start when you want to make a lasting impression." How many taglines can you recite?

5. typographer: a person (usually a printer or designer) who specializes in the design, choice, and arrangement of typed matter

6. clip art: images and pictures of all sorts, all of which are camera ready, scannable, digital, and available to print as often as you wish once you purchase them

7. offset printing: a printing process in which an inked impression from a thin, flat metal plate is first made on a rubber-blanketed cylinder and then transferred to the paper being printed

8. screen printing: a printing process in which a cut stencil is placed between a mesh screen and the paper, wood, or cloth to receive the image; ink is then applied to the top with a squeegee and forced through the screen and open parts of the stencil to the material below; often used for cloth goods such as T-shirts and tote bags

9. thermography: a printing process involving the use of heat that causes the lettering to rise; not for use on letterhead if it will be run through a laser printer, as this may cause the type to smear

10. digital printing: a printing process that does not involve the use of plates; files are sent straight from the computer to a printing device such as a docutech, large format inkjet printers for posters, or a color laser printer; economical for short print runs (small quantities).


20 MORE Marketing Strategies that Work (and Don't Cost a Fortune!)

As we wrote in the last issue of THRIVE, marketing in some form is essential to the survival of every business and nonprofit, regardless of size. Nothing has changed since then! You must identify a target audience, get them to notice you, and turn them into customers, clients, or donors. Marketing can put your competitors in awe of you, keep customers coming back, and encourage clients to refer others to you. Effective marketing can also increase profits, build sales, and establish and maintain your identity. Below are 20 more relatively low-cost ways to accomplish just that (see the last issue of THRIVE for the first 20 strategies).

You must have faith in the plan you establish! There are no short cuts in marketing, and you will usually have to keep plugging away at it for several months before you realize the fruits of your labor. Implementing a variety of strategies over time WILL bring results. (Estimated costs listed below do not include staff time.)

21. Post flyers about your product or service. Cost: Approximately $.04 per flyer for professional photocopying (black on white paper). Color copies: about $.69 each. Professional design: $150 and up for 8 1/2" x 11".

22. Produce a show on CTV, the community access channel. Call 831-6278 or visit their Web site at raleigh-nc.org/ctv for more information. Cost: $60 per person for workshop to learn to use the equipment. Nominal yearly fee.

23. Create a Rolodex card for your business/nonprofit and mail it to your target audience with a sales letter. Cost: about $200 for 500

24. Put vanity plates with your company or nonprofit name on at least one of your vehicles. Cost: $25 per year, per vehicle

25. Send out a calendar or other promo piece such as a notepad. Cost: Varies according to specific piece and quantity desired. T-shirts run about $5 a piece; coffee mugs run about $1 each. Design costs vary according to complexity.

26. Redesign your fax cover sheet to include information about your business or nonprofit. Cost: $95 for professional redesign and laser printouts for you to photocopy in house.

27. Try a classified ad. They are much less expensive than display ads and can pull quite well. Make sure that you choose a publication that your target market reads. Remember than one-shot ads usually don't work; you must be able to commit to running the ad over a period of time. Cost: depends on the publication; call them to request rates.

28. Create a fact sheet on your business or nonprofit. Can be put on letterhead and faxed or mailed; you can also e-mail it to interested folks. Cost: $95 and up for professional design.

29. Write an article for a publication that the members of your target market read. You may not be paid for writing the article, but you'll get some great exposure if your byline includes your title, business name, and contact information. Cost: $0

30. Network with discrimination. Just being out-and-about doesn't count. You have to go where the prospects are and have a strategy (a one-minute "commercial" about your business/nonprofit; plenty of business cards; and a brochure, postcard, or other promotional piece.) Tell people that you want their business. Cost: Depends on specific strategies chosen.

31. Practice luxury marketing. Your best clients and prospects warrant special treatment. Cost: Depends on how you go about it. If you own a business, decide who your 10 best customers are and thank them for their business with a nice gift such as a box of gourmet chocolates or a gift certificate to a restaurant. If you're with a nonprofit, ask a company to donate a perk such as tickets to a cultural or sporting event for 10 of your strongest supporters.

32. Assemble of "Brag Book" of positive letters and e-mails received from clients/supporters. Display it in your lobby and pass it around at meetings when appropriate. Cost: $10–50 and up depending on materials used.

33. Put together a scrapbook of your business or organization's events and activities with lots of photos that show off your great team. Cost: $10–50 and up depending on materials used.

34. Send a news release about an upcoming event, new product, new staff person, etc. Follow up with phone calls. Cost: $140 for ARCHETYPE to write and send your release to a comprehensive list of Triangle media.

35. Write a letter to the editor when an issue directly affecting your industry or cause is in the news. Cost: $0

36. Update your website on a regular basis so that people have a reason to visit your site repeatedly. Cost: varies according to the process you have in place for updating.

37. Offer your current clients an incentive for referring other people to you. Cost: varies according to the incentive used. Could be a percentage off of the next project you do for them, a gift certificate, or tickets to an event.

38. Ask a business professor at a local university if he or she would be willing to have students do some market analysis for you as a class project. You can offer internships, informational interviews, or job shadowing for students in exchange for services. Cost: $0

39. Keep track of how each new client hears about you. Cost could range from $0 to thousands of dollars depending on the size of your company/nonprofit.

40. Refer to your written marketing plan often and analyze which strategies are working.
Cost: $0


Client Profile: Apex Manufacturing Solutions
Marketing Manufacturing Excellence
An ARCHETYPE client for almost two years, Apex Manufacturing Solutions (AMS) is a sales and consulting agency for leading manufacturing companies that make machine components and heavy-duty equipment. Owner Mike Windle has almost 30 years of experience in the original equipment manufacturing (OEM) marketplace, and his success is based on having developed strong relationships with numerous Fortune 200 companies and OEM manufacturers.

With input from Mike, ARCHETYPE changed the company's signature colors to midnight blue and metallic silver and created a new logo that projected credibility, experience, and high quality. We then designed business cards, letterhead, and business envelops utilizing the new logo and oversaw printing by Long Printing Company. AMS is one of over 20 local businesses and nonprofits that ARCHETYPE has assisted with this process of creating a new brand identity. We also helped AMS with ads, as well as a logo and tagline for a separate venture. For more information about AMS, visit their website at www.apexmanufacturing.com or call Mike Windle at 362-9935.

Client Profile: Cary Visual Art
Cary Visual Art (CVA) is a private nonprofit organization founded in 1996 that promotes public art in the Triangle. Using an innovative approach that fosters partnerships between the corporate, nonprofit, and public sectors, CVA has commissioned and placed almost 20 sculptures throughout Cary. This artwork helps to increase civic pride, cultural tourism, and economic development and improve the quality of life in our community. CVA also coordinates art consultations and a resource library, sponsors scholarships, and provides outreach and educational programs such as the "Public Art in Focus" lecture series.

Over the past 12 months, ARCHETYPE has produced several four-color promotional postcards and a flyer for the CVA lecture series. Several of the events have been standing room only. We also designed the agency's first image brochure. This 8 1/2" x 14" four-color piece shows off the public artworks the organization has placed and includes a membership form that can be mailed with a donation. Call Executive Director Laura Harrar at 468-9500 for more information on CVA.


About the Owners of ARCHETYPE
Tom Forsythe is the graphic designer, and Elizabeth Forsythe is the writer and project manager. Since 1998, we have worked with over 100 businesses and nonprofits of all sizes, and we’d like to add you to our list of happy clients. For more information on our credentials, see the “About Us” page of our website.

The information contained in THRIVE! may be reprinted in your newsletter or other publication. Please e-mail Elizabeth to obtain permission.

Contact information:

Click here to go to our web site
www.archetype-usa.com

ph. 919.835.0450
fax 919.835.9760

Elizabeth's e-mail: ewfx@mindspring.com
Tom's e-mail: tjfx@mindspring.com

1615 Sunrise Ave.
Raleigh, NC 27608