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Most designers respond very
well to an opportunity to do something new for a client, and you will get the best
results from both your design firm and your customers if you freshen your
advertising every 6-12 months. But on the plus side, they can provide a broader range
of services, and they have several designers on staff so they can accommodate your
needs even if someone is out, or if you need a lot of work done for a key event. Also, if designers feel that the work they do
for you is going to be extensively changed, they won't give you their best efforts. Let's start by understanding the difference between agencies and designers. Above all, find a firm whose work you like! Ask for samples and references, and if
possible meet with the designers before making a selection.
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The 'sex in advertising' question was a hotly debated topic, mainly because the copywriters and designers in my milieu were always anxious to attend the relevant photo-shoots, and not because sex was liable to help sell anything. Such an argument, as you'd expect, was met with widespread alarm by the designers, who saw that I was presaging their redundancy. What I do know, however, is that promotional material is far better off without an illustration if that illustration does not augment the sales message. So, in this respect, copy is more important than illustration. Mind you, there is a lot of copy around that doesn't augment the sales message either.
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Contact at least three designers and ask to see samples of their work. Would a glossy, color brochure make that much difference to your target market? If you're selling financial services to wealthy investors, then appearance counts. But for most small businesses, it's not worth the extra cost. It'll cost you more up front, but it'll give your brochure a more professional look and that gives your customers' confidence. If you can't afford to hire a designer and are creating the brochure yourself, ask questions before you prepare a computer file for printing.
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Remember, graphic designers are
your friends. That's why so many retail stores have sales. Getting
customers to buy your products and services is YOUR need. Your message should
be focused on your customers' needs, not your own.
How your products or services solve your customers'
problems is THEIR needs.
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I prefer designers rather than mass-produced templates for many reasons, but primarily because I don't want to see my 'logo' on someone else's card. You can also commission murals, sculpture or faux finishes to add creative and artistic touches to your space. If you are lucky enough to have room in your workplace for public art, you can use the space for rotating art shows by artists from across the country. Remember there is no need to over do it at work, but do consider the feeling you want to express. If you are in a hectic work environment choose art that makes you feel instantly calm in the midst of chaos.
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And be sure to read it aloud when you give someone your card, it might just make their day. Motivation - If you're the motivational type, include a famous quotation, bible verse or movie line that connects to your brand. Stickers - Print one side of your cards on adhesive label paper. This gives the recipient a peel off sticker for reminders, appointments or phone numbers. Material - Use leather, blinking or brail business cards (yes, these actually exist too!.
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