Can’t Photoshop? It’s OK, REALLY!
by Bill Alpert
Ever since Photoshop became a verb, a tacit expectation rose that (regardless of your background, training, interests, job title or schedule) you should have a working knowledge of most all current graphics software. Still using Corel Draw? Good heavens, you’re a relic! Not sure if you own Adobe Acrobat or Adobe InDesign? What, [...]
Writers of Short Sentences
by Bill Alpert
Perhaps you’re old enough to remember video of John Cameron Swayze delivering the iconic Timex slogan: Takes a Licking and Keeps on Ticking. Fans of the recent TV series Mad Men were recently reminded of the classic Think Small print ad campaign for Volkswagen. Both ads were conceived and penned by the legendary [...]
Graphic Design, Death and Opportunity
Graphic Design: The Corpse and Your Opportunity
Over a decade ago typographer and graphic designer Kathleen Tinkel wrote:
Armed with our Macs, we presumed to compete with our creative partners (typographers, illustrators, airbrush artists, retouchers and more), helping to put some trades out of business. But the computer isn’t as capable as a talented artist or skilled [...]
inkd: an istock for graphic design?
http://inkd.com
Does a stock market for graphic design represent a threat or an opportunity for graphic designers? Hard to say, though certainly it appears to be a viable resource for end users, or just about anyone short on time or inspiration.
These aren’t the typical junk layouts you see floating around cyberspace. I’m willing to bet more [...]
Parenthetically Writing
Does attention to detail in your writing make you look smarter? Does it improve your marketing skills? It’s not hard to make a case for that. Just as clean fingernails and polished shoes help make a positive impression, so does your attention to grammar, syntax and punctuation.
So here (courtesy of Empire State College, NY) is [...]
New Tools, Same Old Traps
OK, I love the web, and likely you do too. Still, I’ve been hard pressed to understand how “social networking” comes into play for business marketing. Most of what I’ve seen falls into the category of shameless self promotion. And that’s a shame.
Certain hard truths will always be unavoidable, be it in print, direct mail [...]
Under The Hood
There’s no doubt about it. We’re in the golden era of buying printing on the cheap.
Pull out the stops. UV coating, process color, full bleed, paper thickness approaching that of 3/8” plywood. Got Photoshop? Go to town! Creative Suite on your PC? The sky’s the limit. Except…
Have you seen the fine print in WYSIWYG? It [...]
The NCOA: Postage Cops
You’ve mailed 2500 pieces at the discounted bulk mail rate, saving over $300 in postage compared to first class postage. Then you’re busted, because one solo address on your list is out of date! The postman has now discovered that your list hasn’t been run though the official NCOA (list cleanup) process.
It’s like running a [...]
The Perfect Website
Well of course, it doesn’t exist.
Still, too many sites seem to miss the mark; they’re stuck in old world thinking about marketing and advertising. They focus their engergy on promoting a brand, or product benefits. Yes, people still do buy the brand, but using a website to promote a brand misses the point.
The brand message [...]
Newsletter Confusion
You know how to build a campaign. It’s Marketing 101, just the basics. A good list, creative design, a great offer. Bingo.
We’re told it’s all about the numbers: reach and repetition. Write a great headline, use the right tools, hire a Flash whiz, get an account at Constant Contact. Hang in there. This strategy works. [...]
William Alpert is a seasoned entrepreneur and 35 year business veteran. His California based companies design and create printed and electronic marketing materials for Fortune 500s, entrepreneurs as well as advertising and graphic design professionals. He is the author of InkBlot, a weekly journal on business marketing in the internet era. 
