mirage design

With the wealth of different website options out there, choosing the right site for your needs can be an intimidating experience. It's important that your site brings you a return on your investment through increased sales, but what are the things a professional designer will do to ensure your success?

1. Creating a professional, trustworthy image.
Because websites can be such an anonymous experience, creating trust can be a challenge. By projecting a completely professional image, you give the customer the confidence that you're not a fly-by-night company that's going to disappear with their money. Nothing screams unprofessional like multi-coloured text, bad spelling, broken links, clearly out-of-date content and email addresses like imsosexy@hotmail.com.

2. Building the brand
Your website is a direct reflection of your company and it's products and should always be designed around your company livery. This creates a seamless experience in your marketing and helps to build brand recognition. Whether it's all about your company or all about one of your brands or products, the site should be tailored to the target market you are aiming at and represent your business accurately.

3. Search engine friendly
Your website will be a white elephant gobbling money if no-one can find you. Good design will be sure to incorporate the elements that are search-engine friendly. Sites with frames or built entirely with Flash are not search-engine friendly and whilst they might look good, they pay the price in search engine rankings. However good design will only incorporate some of the elements of "organic" optimisation. If you're serious about creating a presence on the web, you need to look at professional optimisation services, for both organic and pay-per-click optimisation.

4. Generate customer interest and promote sales
Well this one just goes without saying really. As in any good marketing you need to show the customer how you are going to solve their problem. Your site should have concise, informative copy and a logical sales progression, including a call to action. Clear navigation means your customers find what they're looking for with a minimum of time and frustration.

5. Talk to your target market
The internet is perfect for niche marketing and your website should take advantage of this with a design that is tailored to your target market. There's little point in having a frilly pink site because you think it's pretty if your customers are predominantly young men who are into car racing! You are unique, you do have a point of difference...use it!

So ask yourself if your site is achieving these aims. If not, maybe it's time to talk to a professional designer and give your business the boost you've been waiting for.

Labels: graphic design, marketing, web design

What is it that makes one brochure more effective than another? How do you make sure your investment of time and money isn't unceremoniously dumped in the waste paper bin before it's even read? There's no single guaranteed formula, but if you stick to some of the tips below, you'll be heading in the right direction...

1. Keep it simple
Don't try to cram everything in that you possibly can - too much copy just puts readers off. Better to leave something for them to call you about than to have so much copy they don't read anything at all. For a standard A4 double-sided brochure, expect to use the equivalent of a little over half an A4 page of text set in 12 pt size.

2. Write and design with your target market in mind
Know who your target market is and make sure the design and copy feature the things that are important to them. Avoid too much technical jargon where possible - technical information can always be included on your website, brochures are valuable real estate that should outline the main features and lead the reader to call or visit your site.

3. Be consistent
Reinforce existing branding from other brochures, packaging, website or identity. The more you use it, the more memorable it becomes in people's minds and the more they associate it with your product.

If you have a range of brochures, try to make them look like they belong together but are still different, a "family" of brochures.

4. Make sure the font is legible and appropriate
Try to keep font sizes at a minimum of 10 pt, preferably 12 pt if you are expecting your audience to be in an older age bracket. Additional spacing between the lines (leading) helps in ease of reading as well and remember to add spaces between paragraphs or indent the first line.

Avoid script type fonts for large areas of copy - for print purposes, serif fonts (fonts with small "tails" on the ends of the letters, such as Times New Roman and Garamond) work best as they help to lead the eye along the copy.

5. Break up the page
Vary the font weight and size to break up the page and make it more attractive and inviting to read. Use a larger font for the introduction paragraph to give the reader a clear indication of where to start. Where possible use graphics and images to break the text up.

6. Use good quality images and graphics
Nothing says "backyard job" like pixellated, grainy photos from cheap digital cameras or bad clipart (or too much of it). It's worth investing in a professional photographer to create a series of images that can be reused as part of your branding in all your marketing material. If not, go and buy a series of royalty-free stock images on CD that are appropriate to your industry. Industry bodies themselves often sell this sort of thing so check with them as a first port of call.

7. Don't overdo the colours
Yes, colourful pieces attract the eye, but get it wrong and it looks like a brochure for a kindergarten (which is fine if you are a kindergarten!). Select a palette of two or three complimentary colours with one or two contrasting colours - to be used sparingly. Stick to one or two colours for text and headings.

If in doubt, less is better than more.

8. Include a call to action
Your brochure should inform your reader then invite them to take action. "Call us now for our special offer", "Visit our website to place an order", etc.

9. Include contact information
Sounds basic, but it's amazing how many people forget this one. And always include a phone number as well as website details. People have their personal preferences as to how they like to work and find information so give them some options.

10. Proofread
It's very easy when you are looking at a piece over and over to read what you think is there rather than what is really on the page. Always use a spellchecking tool and where possible get someone else to read through it. If not, read the copy out loud, very slowly, two or three times, pointing at each word as you go.

Remember - it's when you start effectively organizing, packaging and presenting your content that you can take your marketing and business to whole new levels, dramatically increasing both your attention value and your net income.

© mirage design. You may reproduce this article as long as you include the following information including the link:

By Jane Long of mirage design. Please visit www.miragedesign.com.au for additional articles and resources on marketing and design for small business.

Labels: graphic design, marketing

To quote Sean De'Souza, the marketing InfoGuru from New Zealand, "If content is king, then packaging is emperor."

In marketing these days, we've heard a lot about content being king. Content for an Independent Professional is the sum total of information that you possess that you can leverage to both attract clients and to offer for sale.

This includes content on your web site, case studies of successful projects, background information on you and your business, articles and white papers both published and unpublished, principles, techniques, and strategies, and even the content of workshops, seminars and teleclasses.

If you have an ever-increasing body of relevant content, you have the building blocks for marketing and selling your services. And building blocks is a good metaphor because, if that content is just sitting there in a big pile, it isn't worth very much.

It's when you start effectively organizing, packaging and presenting your content that you can take your marketing and business to whole new levels, dramatically increasing both your attention value and your net income.

At the simplest level this may be starting with the raw material of information that goes on your web site. Unformatted, it's just a mass of black text on a computer screen. It's hard to read and will actually push people away.

If you repackage that text and use an attractive, readable font, make smaller paragraphs with spaces between them, highlight important concepts in bold text, include subheads for different sections, add some color here and there, and include graphics or illustrations, you pull the reader in.

Attention, interest, involvement and response all go up when you start paying serious attention to packaging.

Since design and the overall look and feel of your marketing materials is perceived and processed in the prospect's mind before the content is read, packaging truly becomes emperor.

If you only focus on this one aspect of packaging, you will dramatically increase the impact of your marketing. But you can take packaging to levels that can transform your entire business.

It's a matter of realizing that those building blocks of content can be built into a one-story ranch home or a sprawling three story mansion worth a fortune.It's all in how you package it.

Let me give you one example.

You have the information and the expertise to help companies improve their leadership ability. Your main service is to provide consulting services to help your clients learn and implement these ideas. Your content, your knowledge is certainly important, but the way it is packaged may be very limited.

When you think of packaging as emperor, you may start to explore the many other ways you could package that same content.

1. Create an article or white paper on "Leadership Practices of Great Companies" as a giveaway to potential clients. Great introduction for new prospects.

2. Develop a talk or keynote presentation on the "Eight Deadly Mistakes of Leadership" for business groups. Builds visibility and credibility.

3. Put together an in-depth workshop on "Leadership Practices for High Achievers" to offer in conjunction with your consulting. Increases the size of every project.

4. Assemble a one-year program on "Leadership and Profitability" exclusively for CEOs from different companies. Then sell the program to the executive teams of each of those companies.

5. Write a virtual program on "Leadership in Troubled Times" that is delivered via web and online audio for companies going through transition. Creates passive income which can be offered to an unlimited number of participants.

OK, that took me about five minutes. What could you do if you took an hour or two to explore and brainstorm packaging opportunities for the content you already have?

I discovered a long time ago that clients were only going to buy the packages that I took the time and effort to put together. They weren't going to make them up for me.

And incidentally, creating, marketing and selling these packages brought me income far surpassing any standard consulting I offered, while freeing up my time to come up with even more valuable packages. And in many cases they were actually a lot easier to market and sell than consulting! It's time to give the power to the Emperor of Packaging and see where it takes your business.

Marketing Flashes on "Packaging Is Emperor"
Packaging tips that increase business.

Always offer more than one option and price for each package. As Alan Weiss says, instead of giving a choice between yes and no, give a choice between yes and yes.

Give a name or title to each of your packages as I've done in the the article above. This branding creates an impression of more value and substance. It also makes them more memorable.

Don't underestimate the power of selling small, inexpensive packages. A teleseminar that sells for $25 will sell a whole lot more units than a workshop that sells for $500 (with a whole lot less effort).

Conversely, don't assume your prospects won't buy expensive, more in-depth programs. A complete solution that is high priced can be perceived as more affordable than a partial solution at a lower price.

Packages can evolve into the next package and the next. An article turns into a presentation which becomes a paid teleclass which morphs into a workshop. This continuity builds momentum.

All the best,

Robert Middleton - Action Plan Marketing
Helping Independent Professionals Attract More Clients

By Robert Middleton of Action Plan Marketing. Please visit Robert's web site at www.actionplan.com for additional marketing articles and resources on marketing for professional service businesses.

Labels: graphic design, marketing, web design

Are you a web designer? If you're not, that is the NUMBER ONE reason why leaving your website to a designer is a GOOD idea. But why? Your business card and website are your MOST important promotional tools --put some time and money into them. It's the repeat visit (or pickup of the card) that gets the sale. Ok... so you've heard that story. But who knows your business like you do? How can you possibly trust anyone else to present YOU the way you think YOU can?

This is the next GOOD REASON to hire a designer. A good designer will have some marketing background and work with you to create visuals and copy to represent and sell YOU. Before anything happens, a designer should ask you questions (some that you may never have considered) about your business, your market, your current activities... so they can get a feel for what you're about.

Now... are you seeing the wisdom in hiring a professional. After all... do you tell your potential clients that you are the professional they need? Of course you do. Why would a conference planner do all the speaking himself? Why would a CEO think she could train her entire staff in the latest computer software? Why would a lawyer type his own transcripts? They simply wouldn't.

So why would you build your own website? You have better things to do...

Is your business important to you? Do you want it to expand? You started because you were good at something... or you had knowledge that people wanted you to share. If it wasn't webdesign, that's ANOTHER reason to leave your website to a designer.

You need to focus on your business... on attracting clients, delivering products and services, expanding your reputation. Can you do that while you're struggling with html codes that just don't make sense? NO.

A designer won't tell you how to run your business, they won't give you a topic for a new workshop... they'll build your website (and if you're lucky, your other promotional materials) so that it complements the work you're doing and INCREASES the results of your efforts.

A good designer doesn't necessarily have to cost you an arm and a leg, but you generally get what you pay for. Having a clear idea of what you want you can cut down design time significantly. Find a designer who works on a project fee basis - and usually you'll get more than you pay for. They'll work with you to clarify the purpose and function of your site, and bring you ideas for look and feel that will already have your preferences AND your market taken into account.

What's a ballpark for a good BASIC, custom designed site that will serve you well? $800 - 2000 US, depending on number of pages, interactivity and custom graphic work. Add realtime ecommerce and backend databases, etc, and plan on a minimum of $5000. Some designers have cheaper prebuilt templates -if you're on a tight budget that can be a good way to beginÉ but PLAN to spend more later.

Some things to consider when thinking about your website:

- it's not going to happen overnight. And if it does... don't say we didn't warn you.

- good design - like fine wine - takes time.

- good design is evolutionary too... find a designer you like, because you should be together for a while. You MUST keep your site up to date and fresh.

Does that get the point across?? Webdesign is not quick. You may think that throwing together a FrontPageª template site in a couple hours will do the trick, but it won't.

Even if you get a site you LOVE in a few hours... it's no good if people don't know about it...and we'll get to that NEXT TIME.(see Promoting your Site)

Things to look for when hiring a designer:

- project fee flexibility

- marketing experience

- good writing skills

- versatility in their portfolio

- a portfolio, period... it doesn't have to be big, or even paid/published work, it just has to be THEIR work.

- referrals

- questions (if they ask good questions, you're on the right track)

- network - if they have others they collaborate with, you'll probably get better results...

- WEB DESIGN EXPERIENCE

- PRINT DESIGN EXPERIENCE

(We emphasize those because they are very different media, and not all designers cross over)

by Kera McHugh, designer
somethingelse web+graphicsÊÊ

Article © 1999-2002 Kera McHugh. Kera is the creator and owner of somethingelse web+graphics in the beautiful Sunshine Coast of Canada. She does everything from website to print to bring her clients in the speaking and entertainment industries integrated creative promotional materials. In her spare moments, she is a featured columnist and mother to an amazing thirteen-year-old.

www.time4somethingelse.com

somethingelse web+graphics
www.time4somethingelse.com,
getitdone@time4somethingelse.com
RR10, 230 Pratt Road, Gibson's, BC V0N 1V3 - 604.886.5919

Labels: marketing, web design

By Sean D'Souza

Santa Claus Inc. is well and profitable, right through recessions, depressions and just about any economic scenario. The reason why his marketing strategies work better than yours, is because he uses solid, dyed-in-the-wool psychology. He knows he doesn't have to use new fangled techniques, when his simple marketing has stood the test of time.

If you don't believe in Santa, you'd better change your mind, because the fat man from the north pole rocks on and you too can do the same if you stick to the basics. Find out if your product or service matches up by reading the article below.

Jingle Bells, Jingle Bells, Jingle All the Way...
If you go to the heart of Santa's marketing, the one word you come away with is 'consistency'. Generation after generation have been exposed to one brand, one message, and the same powerful imagery. Just like Mercedes own the term 'luxury' and Volvo owns the term 'safety', Santa owns the word 'hope'. Every kid worth his Nintendo, hopes he's got enough points on the goodness scale to justify a mountain of gifts.

Yet, most companies get tired of their own brand. They chop, change and pour thousands (if not millions) of dollars into a bottomless pit of mindless change. Take a look at McDonald's advertising, for instance. McDonald's own the word family outing yet their ads have been straying down the teenager path.

Does it make sense to consistently occupy one niche? You bet it does! Families go out with their kids to McDonalds. These kids sprout into budget-conscious teenagers that hang out at McDonalds. They have kids and grandkids and guess where they all end up. At the big yellow 'M', that's where!

Santa doesn't waver. His customers are kids. Like several marketers, he might have been sorely tempted to enter the gift market. With bad advice, he would have tried to get to teenagers, adults and everyone. Can you see the magic still working? Even the tiniest of niches is huge and niches have a way of expanding by themselves.

At the end of the day, it's the consistency that takes the jingle all the way to the bank. Too many companies lose focus and give you seven reasons why you should buy from them. Santa sticks to one: Be a 'good' kid or you can keep hoping!

You Can Spot Him in the Middle of a Crowded Sky
Do you know anyone who comes to visit on a sleigh in the middle of the night? With reindeer and gifts? The reason why Santa stands out so vividly in our memories is because he's different. The postman does the same thing, but leaves without the flourish.

It's really important to work out how your marketing message differs. Santa's core marketing term is not built solely on consistent branding but also on a very hard-nosed differentiation. Too much communication out there fits in with what's safe. Customers have just one slot in their mind. You have to enter that slot at such an obtuse angle that they remember you for life.

Rose Richards runs Office Doctor. The term that set her apart from all the rest of the administration crowd is the term, Small business pain relief. Can you imagine your reaction when you hear something like that? The human mind is intensely curious and a marketing statement like that is pure bait. You want to know what pain relief she brings and how she goes about it-specially if you're the one in pain. That's only half the story. The construction of the message elevates her from simple number crunching to brain surgery and makes her unique.

If you want differentiation you need look no further than the guiding light of Santa's sleigh-- Rudolph, with his shiny nose. Can you even remember the names of the rest of the eight reindeer?

One very important point, however, is that the marketing message isn't just different, but also customer-oriented. Rose takes the clutter out of administration and Rudolph provides a beacon for clearer navigation.

If you don't have a benefit for the customer, just being different is going to get you nowhere.

Give and You Shall Receive
How many of you are out there networking like crazy? Trying desperately to fill in your steadily depleting bank reserves? You want, want, want! Take a look at Santa's style.

He's into giving first. If you probe deep into your mind, you'll find the people you like best are those who have given you their time, their money or their knowledge. You trust them, and it's very hard to say no when they ask you for a favour in return.

The deepest core of human emotions is fear. Every single product or service, without exception, is sold on the basis of turgid fear. The only known antidote to fear is TRUST. When trusts struts upwards, fear banishes itself to penguin land. The more you pile up the trust, the more you can do business.

Wouldn't Santa be able to sell you just about anything? Would he be able to cross-sell and up-sell product? Santa could knock on your door next summer and you'd be more than happy to have him join your barbecue.

It's up to you to build up the trust one Lego block at a time. Identify your clients and see what you can give them. It could be information, time or even a chocolate covered scrumptious cookie. It's the old 'What's in it for me?' theory. If you can't find something calorie-ridden for their minds or bodies, they won't want to see you.

Play Santa. It works.

He Knows if You've Been Bad or Good...
Heck Santa knows his customers. He even knows when you are sleeping, or awake.

Then, there's you. Look at your biggest customer. What's her name? When is her birthday? Does she like Indian curries or sushi? In curries can she handle hot or medium? What does she think about you? What doesn't she like?

You're guessing for sure. You can't be dead certain because you've been so busy looking at dollar signs that you've missed the plot completely.

The reason why Santa's marketing works is because he intimately knows your individual needs. If you want a drum kit, you get one. If you want a Barbie, you don't ending up sulking with a xylophone.

Santa knows because he's interested in giving. To give, you have to know exactly what the receiver wants or your gift is not worth the packaging it's wrapped in.

Some people worry about invading personal privacy. Hogwash! When was the last time you got upset because a supplier turned up with a big chocolate cake (your favourite) for your birthday? or with rare stamps for your son (because he loves collecting stamps)? Santa's invades our privacy gently and uses it to give, not to take. That's why we don't mind it. The tax department on the other hand, uses our information to take and therein lies the principal difference.

Once a Customer, Always a Customer

Santa Doesn't Lose Customers. Period.
One of the primary reasons why he's able to achieve this amazing feat is because he thinks of his customer's customer. His customer is the kid, who in a few years gets a little wiser about Santa and his customer's customer is the parent who has the amazing power to get their children to be nice not naughty, if only for a short while.

Since the concept works in their favour, they do all the advertising. Without TV, radio or the internet, Santa's message gets a grip on millions of kids around the planet. These kids grow up and the marvel of Santa is handed down through the generations.

While It's OK For Santa, How Would This Work In The Real World? Say, If You Sold Jeans.

Jeans West, a jean retailer, has several of the answers. I needed one pair, but Stephanie (the sales girl) sold me two-bit by hassling me, but by gently reminding me I would get $20 off the second pair. Then, with my purchase, she gave me a gift voucher of $10, for my use or to pass on. They also signed me up for a loyalty program that offered to give me a 10% discount if I purchased over $250 worth of product in the next 6 months.

This Is Effectively What Jeans West Did to Make Me a Permanent Customer.
Step 1: The sales person asked the right questions to find out my need.

Step 2: She up-sold the product giving me good value for money.

Step 3: A gift voucher with a validity date, ensured an additional purchase. Or even better, the chance for me to pass it on to another person thus 'creating a customer' for Jeans West.

Step 4: Tying my fickle consumer head into a loyalty scheme. They wanted me to stay with them forever.

Santa's steps may vary, but in essence he ties you into a solid loyalty program that is near impossible to get off. It's 'customer get customer', rather than 'advertising get customer.' It's cheaper and it works!

In conclusion here are the main points why Santa's customers keeps coming back. These concepts may sound old, even trite, but have been proven time after time to work well. Test them against your company and brand to see where you can learn from the man from the North Pole.

1) Solid branding:
We're not talking lease here. Consistency is the key. This applies everywhere from networking meetings, advertising to any sort of communication that goes out. Keep hammering home the same unique message and put it up front. The weather changes all the time which is why we can't trust it.

If you must change, it's because your old message isn't doing a complete job. I changed our first baseline from 'Recession proof business principles' to 'Reactivating dormant business clients.' The proposition was the same but the second line got 10 times the response.

2) Differentiation:
Santa knows he can be a courier with a difference. You, too, can create your own legend. Nike used Just Do It. Coke threw in the concept, Rum and Coke, indelibly burning the word classic into our consciousness. Sameness is in your mind. No matter how many brands exist on the market, your product has a fingerprint of its own. You just have to dig deep to find out.

3) Build trust by giving first.
Life is all about sowing, then reaping-but sowing comes first. If you don't give first, you will only get limited results. The more you stop thinking of yourself and focus on what the customer needs instead, the more you are trusted. Business is all about trust. If you don't have it, you're yesterday's soup.

4) Know your customer...
Like you know the hair on your head. Data collection and its optimum usage will get you right into their minds and keep you permanently rooted in. Every time they see you, they should think you are Santa coming to town.

5) Reactivate dormant clients
They are all volcanoes. Sitting there with the power to erupt mightily. Figure out who they are and how you can work in tandem with them. Forget your product or service. That's a given-- It has to be good. Find out the 'everything else' factor and you will keep them for life.

Like Santa does...

Have you seen a customer back away at the very last minute? Do you know why that happens? Psychological Tactics help you overcome that frustration by looking inside the brain of your customer Go to www.psychotactics.com today! You won't be disappointed.

Labels: marketing

Do you have something to say? Is there something that your customers should know that makes your products more valuable to them? Ever feel like you're yelling into the wind? Don't lose heart. You're probably doing a bang-up job with what you are saying, maybe you're just not saying it the right way.

The first thing to look at is how we communicate. Most people are surprised to learn that verbal and written language forms only a small part of human communication. We use all our senses when interpreting the information before us - sight, sound smell, taste and touch.

Try turning the sound down on the TV or switching to a foreign language channel for a while. You can still work out what's going on. The body language of the actors, the lighting, the music (if you have the sound up!), the styling of the set - all of these things combined immediately tell you part of the story. The verbal language is just another part of the story. The trick to getting your message across is to make sure all the other parts of your message and how it is delivered supports what you are saying.

Consider the graphic style of your marketing pieces - the choice of typography, the choice of paper and other printing options such as laminating or foil embossing, how your material is bound and presented. All of these aspects should work together to create a cohesive message.

The second thing to do is to ask yourself who you are talking to. Identify your target market and have a good look at what appeals to them. Ask existing clients and customers what the do and don't like about your product. Go through your client list and identify the industries that most use your products and services. Are they private citizens of a particular age group? Are they large businesses or smaller businesses? What's the average annual turnover? How many staff do they have? Graffiti and loud music isn't going to sell your product to retirees so make sure that how you "package" your message is relevant to your target market.


Make sure your message is written in a writing style that is appropriate for your audience and consider employing a professional copywriter to do the job. The graphic style should also be directed at your market. For example you might use bright colours and bold shapes for something to appeal to children or softer colours and script fonts to appeal to an older female audience.

The third thing you need to do is look at how you package your information to make it meaningful.

Many years ago when I first started work at BP's Development office in Melbourne, I was asked to produce some dry, pre-formatted overheads for the financial manager to present in London. They had all the facilities to scan images to use as part of the presentation but didn't know how to use it, so I suggested we hook it all up and add some images to the presentation. The manager readily agreed and we spent a stressful day (and well into the night) setting up the job and testing the limits of the rather outdated colour printer.

After much delay the manager (who was by now definitely over the idea of photos in presentations) walked out the door, presentation in hand, with a few seconds to spare to catch his flight. It was a couple of weeks before he returned and I fully expected to be told we would not include images again. Instead he told me that the London office finally understood why it cost so much to continue exploration in remote areas of Papua New Guinea. Images of forest so dense workers have to cut their way through with a machete at a snail's pace, roads washed away in a single downpour, mountains and cliffs so steep they offered no alternative but the "long way around". In a single presentation he had justified the unusually high cost of the operation. London had been ready to pull the plug on the whole exercise. Instead they increased the budget. A picture paints a thousand words indeed!

Numerical data is another area that can look dry and uninteresting. It is often, however, the most important information so enticing the audience to read it is crucial. Most people are familiar with producing graphs to present data, but there can be more to it than plotting a scale. Colour again plays an important part here, as do graphical elements. Consider a scale with a shorter range (say showing only 50% to 100% rather than 0% to 100% for example) to emphasise the differences and anomalies in the data. Ideally the audience should be able to glance at a graph and understand the significant feature or trend.

Take some time to have a good look at how you are presenting yourself. Examine your existing marketing material and ask yourself the following:

How do you communicate? Is your visual message consistent with what you are saying?
Who are you talking to? Does your audience relate to your visual message and what you are saying?
Is it easy to see your point? Do you use tools such as images, graphics, diagrams or graphs to convey information in addition to your copy?

Once you have stopped saying "Yes" whilst shaking your head to the contrary, you might find there's more people listening out there than you think!

© mirage design. You may reproduce this article as long as you include the following information including the link:

By Jane Long of mirage design. Please visit www.miragedesign.com.au for additional articles and resources on marketing and design for small business.

Labels: graphic design, marketing

In a society that worships consumerism as its king we are constantly bombarded by information. So immersed are we in this information swamp, that we stop seeing it around us, not even noticing the thousands of images that we see on a daily basis. Television, the internet, magazines, newspapers, signage, packaging and billboards all compete for our attention and if they don't get it instantly we just move on to the next one. As someone trying to let people know about your services or products, how do you stand out from the crowd? With so much to choose from, how do you get anyone to stop and look at your ad, read your brochure, click through your website? The answer is to get some good advice from a designer. They have a professional contribution to make to your business with valuable advice that will ultimately save you time and money.

So how does good design really help you? After all, you can always whip something up on the computer yourself (or get your next door neighbour's cousin to do it). Why pay a designer? Because good design is about visual communication. And as with any form of communication, you need to know the language.

A good designer understands how to communicate your message to the people you want to hear. They do it by understanding how people interpret the thousands of images they see each day. How they use associations to file the information in their brains, including how they relate to colour, how they read and what they assume when they look at a graphic or font style.

Case Study

Let's consider a hypothetical example. You're renovating your home and you need a plumber to come and install some fittings. You're thinking of a complete renovation of all wet areas (bathroom, kitchen, laundry and toilet) so you are looking at spending a sizable investment. A builder you know has passed on a couple of business cards of plumbers he recommends...

What does the first card tell you about your potential future contractor? See image to the right.

Certainly it's loud enough to attract our attention, but would you trust this company to build you a sleek, modern bathroom with a price tag of over $20,000? Probably not.

Whilst this card contains all of the vital pieces of information you need, its not very easy on the eye. The script-style font suggests a dance school rather than a solid tradesperson and the contact's name is lost in the company name. The graphic directs the reader's eye right off the page and the colours flare and seem to vibrate against each other, making it difficult to read. It makes the company look cheap and amateurish. Definitely not what you were looking for in trustworthy tradespeople. So you discard it (almost instantly) an go on to the next card. See image below.

This one feels better. You'd feel confident that this company would do a good job and won't go under between now and the bath installation. All the information is essentially the same, so what is it that makes such a difference to our perception of this company? Both cards have been designed to be printed in full colour, so it didn't cost any more to have this one printed. The only difference is the design.

This is by no means a high cost design job - just the very basics. There's been no logo design included and there has been no text treatment. Notice that the most important information is easy to find and easy to read.

The name has some white space (or in this case blue space) around it, making it stand out more and the phone number is a different colour, so its easy to pick out from the address details. The graphic suggests high quality and the colours are comfortable to read in a reassuring blue (with a hint of aquamarine to reinforce the theme).

Tailor-made design

Good design is about conveying a consistent image at a glance. The copy, the graphics, the paper and the colours should all work together to produce a cohesive message. And make sure you have that message right. The most important part of the design should happen before a mouse is moved or a pen put to paper. Design should consider where your business shines, how it is placed in the general industry, who your current clients are and what your competitors are doing. It should speak exclusively to your target market and should be as individual as you are.

You may reproduce this article as long as you include the following information including the link:

© mirage design. By Jane Long of mirage design. Please visit www.miragedesign.com.au for additional articles and resources on marketing and design for small business.

Labels: graphic design, marketing

Many small businesses struggle to find a balance between producing professional-looking documentation and keeping the budget on track. Graphic designers often charge large fees to produce something that you could probably have done a lot of yourself, at no cost except your time. Printers dictate a minimum amount of copies, when you may only need a few, at a cost that is beyond the project budget.

Many businesses decide that the costs involved are prohibitive and produce the documentation themselves. The result is often a document that is produced in-house that looks like it's been created in Word or Paintbox and does little or nothing to distinguish you from your competitors.

There are, however, ways you can produce professional-looking documentation (such as letterhead, business cards, brochures and reports) in-house and at a minimum cost - you just need to think a bit differently.

This article will give you some ideas on how you can improve your marketing ideas without breaking the budget.

Design
Good design is not just something that makes your document look attractive. A good design should consider your type of business and your potential clients and customers. Stop for a minute and have a think about your business. What makes you different from your competitors? What are you best at? Take a good, hard look at your existing clients and customers. Who are they? What do they like? All of these things should be taken into consideration before you even start.

Have a think about the type of layout you want to use. Would a three-fold A4 brochure or a postcard be better? Split A4 flyers and newsletters into multiple columns rather than a single column page. Select a font to use for headings and one for normal copy and stick to them. Make sure that all your documentation is consistent and looks like it belongs to one "family".

Get a designer to create and set up a template in a program you already have, such as Microsoft Word. Then you have a ready-made document that you can change and reprint whenever you like.

You can even use the same template to produce letterhead, flyers, newsletters and fax headers. Microsoft Word has a huge array of features that many people don't even use, such as style sheets, headers and footers, tables, borders, envelopes and labels (you can even print your return address on the envelope as well).

Take the time to learn how to use some of these features - it will save you a lot of time and can help you create a much more professional look. Alternatively, have a designer produce a pre-printed page that you over-print yourself using a Word template or similar document.

Printing and Output

Printing costs are often the most expensive component of producing marketing material. What type of printing you choose to use will depend on how many copies you need. If you only require a few copies, printing on your desktop printer may be the best option (but keep in mind how much it costs to replace colour cartridges on your printer and how quickly you will go through them). If you need more than a handful but still don't need enough to require an offset print run (usually a minimum of 250 or 500 copies) try using colour photocopying - most photocopying shops can print your document directly from disc (though this usually incurs an additional download fee). But if you require more than 200 copies offset printing is definitely the most cost-effective way to print.

Short Run Printing
Just because you run something out on your desktop printer doesn't mean it has to look boring. Stationary shops such as Officeworks and craft stores supply specialty papers designed for use with laser and inkjet printers.

Use a coloured, transparent or textured paper to give your document a lift and to make it stand out. Print on adhesive paper to create stickers and CD labels. Or use unusual sizes or shapes - perhaps a square brochure that you print on an A4 page and cut out. You can trim them yourself or get your local photocopy shop to do it for you (provided it is a straight-edged cut). If you only have a few you could even cut them into unusual shapes by hand.

Large Run Printing
Even within the realm of offset printing, there are ways to get the best value for your money. You could use single or two-colour printing instead of full-colour. Or pre-print large quantities of a "base" document that you can overprint for multiple purposes. There are also print brokers, who can give you a much better price than many independent printers. Print brokers reduce their costs by buying paper and inks in bulk and printing many jobs at the same time, rather than just yours, but there are a few catches.

First you have to work to their schedule, they may only run off brochures once a week, so you'll have to wait for the next print run rather than going into production straight away. Secondly, you will have a limited selection of paper stocks to choose from, or no choice of paper stock at all, so specialty papers are out of the question.

Digital Output
One way to reduce your printing costs is to not print at all! Most businesses these days have personalised email addresses for their employees, giving you an opportunity to promote your business and market your products without even having to print anything.

E-newsletters are now a familiar form of marketing for many companies and are a good way to keep reminding people of your services, but make sure you give the user the option to unsubscribe and that nothing is sent unsolicited.

Get a designer to produce an html template for you or have them design an html invitation or product brochure that links to your website. Acrobat PDF documents and Word documents are also acceptable file format to be sent as attachments.

Binding and Presentation

Never underestimate the power of first impressions. There are many ways to give your presentation a more "finished" look. Check around stationers and craft shops for specialty or coloured envelopes and presentation folders.

Rather than just handing potential clients and customers a couple of typed pages of your corporate profile, give them a folder that includes your business card and a flyer as well as the profile - a far more memorable product. Have the document wiro bound and a label designed and printed to stick on the front of the folder and voila!

You may reproduce this article as long as you include the following information including the link:

© mirage design. By Jane Long of mirage design. Please visit www.miragedesign.com.au for additional articles and resources on marketing and design for small business.

Labels: graphic design, marketing

What a nice surprise I received in the mail the other day! I had a letter from a company in America telling me one of my images had been selected as a semi-finalist in a world-wide photography competition (I dabble in photography and digital art as a hobby). The image is to be reproduced in a coffee-table style book and the final winner will be chosen later this year.

The letter was a timely reminder of something else I should be doing...

I've been meaning to submit some of my graphic design work for awards for some time but just haven't got around to it. It's something I know small businesses SHOULD do. To be able to display awards or certification helps build confidence with new clients, showing them that your work is esteemed by more than yourself and your grandma.

Industry groups and magazines are often a good place to start when looking for competitions to enter. And of course, you can find many competitions online. But don't expect miracles. Any competition worth it's reputation isn't going to give out kudos to just anyone and most of them have an entry fee or particular format you must conform to so make sure you feel your piece is worthy before entering.

And if you DO win...make sure everyone knows it. Use it as an opportunity to touch base with your customers. For those of you like me who are a little shy (don't laugh!) when it comes to marketing their services, it's a good introduction line. A good reason to make contact and remind them that you're there for them. You could invite them to celebrate with you by offering a discount or invite them to a special event.

So consider my announcement a prompt for YOU to take action! And get to work on that masterpiece.

BTW
If you'd like to take a look at my winning entry you can view it and the rest of the gallery (so far!!) here.

© mirage design. You may reproduce this article as long as you include the following information including the link:

By Jane Long of mirage design. Please visit www.miragedesign.com.au for additional articles and resources on marketing and design for small business.

Labels: graphic design, marketing, photography

mirage design is proud to announce the release of our first ever Christmas Card Collection.
Make an impression with your clients this Christmas with these unique cards featuring your company logo and personal message inside.




To see more designs, view larger versions of the cards and for pricing and orders please visit our mirage design Personalised Christmas Cards page.

Expect to see some additional designs over the coming weeks. If you would like to be informed about new design samples, please subscribe to our newsletter.

Labels: christmas cards, marketing, photography

I've been spending more time than usual trawling the web lately. Browsing through information sites mostly, researching search engine optimisation and java scripts, but also researching competitors of clients I am currently developing web sites for. I'm constantly surprised by how poorly designed some of the sites are, particularly for the medium-sized business market. I'm talking about sites for businesses turning over enough income to warrant a site that reflects the status of the company, not something that looks like your cousin's teenage son did it.

One of the first things you need to ask yourself when designing a web site is "what return am I going to get on my investment?" Are you pumping thousands of dollars into a website that makes you look like a dodgy backyard job and only your Mum knows the link to (and she doesn't even know how to turn the computer on)?

Here's just a few things to consider to help make sure you're web site is using every opportunity to bring you more sales and prospects.

1. Your site should build upon your brand and represent your company. Yes, I'm a designer :) But I can't emphasise enough the importance of building your brand credibility through the design and layout of your site. Here's how most people's minds work..."Crappy site = crappy business. Well presented and designed site with informative content = (more) trustworthy business that knows their stuff."
2. Think about what is important to your customers and make sure they can find it quickly and easily. Menus should be clear and hotlinks to commonly used pages should be prominently displayed.
3. Content, content, content. You want people to keep coming back for more. So keep adding more. Fresh content will also aid in search engine rankings.
4. Include a call to action and contact information on all pages. Whilst there are some exceptions depending on the industry, generally speaking customers are more likely to take action if you explictly direct them to do so and make it easy by providing contact details.
5. Collect information from visitors through a membership or newsletter subscription. This gives you the opportunity to make further contact that may be more relevant to them and to entice them back to your site. Consider offering an e-book or special discount.
6. No-one will come to your site if they don't know it exists. Everything that leaves your office by print or online should have the web address on it. That means business cards, emails, letterhead, invoices, quotes, brochures, proposals, everything. And don't forget signage. Window signage, cars...anywhere your business name appears in public.
7. "If you build it, they will come". May have worked for Kevin Costner but it ain't gonna work for you when it comes to search engines. Seriously consider the investment of professional optimisation services or spend some time reading up on how to do it yourself. The last thing you want is for someone who is looking for you to type in your company name on Google or Yahoo and not even have you come up in the list. But you need more than that. You need to be coming up with the right keyword searches. Unless you have lots of time on your hands, I'd be making friends with a SEO consultant.
8. Consider paid advertising. I'd be straying into unknown territory to give an opinion on the pros and cons of online advertising, having neither used it myself or had clients who are using it consistently. But I know I at least cast an eye over those listings when I'm searching for something online. Certainly worth looking into if you are serious about getting your site to make money.

Following these tips wont guarantee that you can give up the day job and go live in the Bahamas, but it will make your site a little more user-friendly and increase your chances of getting something back on your web site investment (otherwise known as the Black Hole of your marketing budget).

© mirage design. You may reproduce this article as long as you include the following information including the link:

By Jane Long of mirage design. Please visit www.miragedesign.com.au for additional articles and resources on marketing and design for small business.

Labels: marketing, web design