Marketing Means Knowing When to Say “I’m Sorry”

LA Times Non Aplogy
LA Times Non Aplogy

LA Times Non Apology

What you’re seeing is the cover sheet sent along with my Sunday LA Times, that arrived a day late, and only after I called. Unfortunately I called after 10:30 a.m. Tough luck.

Why is it my fault that the Sunday paper was never delivered? That’s what the flyer implies, and that’s how it makes me feel after reading it attached to the Sunday paper that I finally received on Monday.

It’s not the internet that’s killing newsprint

Advertising on the internet won’t help the failing newspaper industry. That industry’s epic fail is in properly serving its customers. From it’s outsourced subscription call centers to it’s horrific delivery record, it all comes with a familiar disappointing feeling attached. Almost every customer interaction is negative. Not to mention the ever diminishing actual quality of the content in the paper.

So why focus on Facebook “likes,” when social media channels have a mostly dismal track record in customer conversion? Most certainly because so many marketing managers grossly overrate the influence of advertising while completely overlooking the huge difference a positive customer interaction can bring to the table.

Seth Godin recently wrote: “Why is it so hard for organizations to understand what Tony did with customer service at Zappo’s? Instead of measuring the call center on calls answered per minute, he insisted that the operators be trained and rewarded to take their time and actually be human, to connect and make a difference instead of merely processing the incoming.”

Business Stinks? “Begin with the basics, hot shot!”

Millions of pages of traffic and conversion data analytics are generated every day. Sophisticated and expensive campaigns are embarked upon. But sometimes plain old common sense is the place to start. Didn’t your mother ever teach you to say “I’m sorry” when you screw up?

iPad Sticker Shock? Try this $250 alternative.


Amazing $250 Samsung Chromebook 

Two years ago,  a very low life form swiped my first generation iPad from my office. It took me a full year to break down and buy another. The price tag, when all was said and done: $900.

Don’t get me wrong; I love the iPad, but I hate typing on it. And I equally hate lugging around an external keyboard. Had I know about this $250 alternative with an actual great keyboard built in, I might have reconsidered my iPad purchase. Check out the Chromebook’s great reviews on our Amazon affiliate page.

How could any decent laptop cost only $250? Simple, just remove the cost of  the operating system software. Instead replace it with Google’s Chrome OS. All the basics you’d want to do in Windows can be done in Chrome. Email, web surfing, text editor, even watching Netflix movies. It’s all there! Here’s a rundown of the Google/Chrome app universe to get you started. BTW If you found this recommendation helpful, please help support the Copies&Ink blog by visiting Amazon though our affiliate links on this page. Thanks!

What’s the best graphic design software?

Pictured above: Adobe InDesign 6 

We’ll start with what doesn’t work!

Word processor programs, such as Microsoft Word are a bad choice for print layout. The reasons for that are numerous, and not within the scope of this article. The bottom line is (unless you’re dealing with simple black and white documents, and the simple, non-critical graphics), MS Word won’t work.

By the same token, programs such as Excel or Powerpoint are a bad fit. They’re designed with an entirely different purpose in mind.

 If not Word, Excel or Powerpoint, what will work?

Look for a page layout program. If you can budget for it, Adobe InDesign is today’s most popular pro page design software. QuarkXpress is another less popular, but powerful option. There’s a bit of a learning curve on both of these programs; they’re very feature-rich.

InDesign is available for purchase or subscription. You can grab a 3 month trial of Adobe InDesign here. Or purchase a full version here.

Low Budget Alternatives

A low budget option is Scribus, an open source (free) program that has the potential to export “print ready” PDF files. This book will get you up to speed on Scribus’ many features.

BTW, the popular Windows page layout program MS Publisher, may work in some situations, but is hopelessly cobbled when true quality results are needed.

Low Cost Macintosh Options
If you own a Macintosh computer, there’s one choice that stands out for the novice document designer. Apple’s Pages program is simple, intuitive and has a decent engine under the hood. Used correctly, it can easily create typical business or personal documents, and save them in print ready PDF files.

Beyond the software. Your document should be:

1. Sized correctly. Don’t just randomly place a business card in the middle of a letter size sheet.
2. Designed with the correct number and type of colors for your printing process. If you find this statement confusing, chances are your document will come out wrong.
3. Built from compatible elements. Besides text, any graphics, clip art, photos or other elements require compatible file formats, color model, and quality fonts.
4. Built using a page layout, or possibly a draw program. Files created in image editing programs (such as Photoshop) are a poor choice for average documents that contain a combination of text, logos, and non-photographic elements.
5. Compatible with mechanical requirements of the printing process. Text that is too close to the edge, can be problematic. Documents with “bleed” (wall to wall) color, or unusually heavy ink coverage may give you less than optimal results, unless properly treated.

Publishing for the Masses

If you have the time, and a little bit of money, creating your own documents for print can be fun and effective. But remember when time is tight, or when the stakes are high, consider hiring an experienced graphic design pro to help. The right designer can make ALL the difference!

Remember: when you create your own documents using any of the major publishing packages, Copies&Ink will be able to help you get much better results in your final projects. And if you support us by purchasing the software from Amazon though the links on this page; we’ll earn a modest affiliate commission from your purchase.

 

New Rules for Business Mailing: USPS January 2013 Changes

You’ve probably heard that the cost to mail a First Class letter is going up a penny. More info on that here.

Notably, the largest impact of the Jan. 2013 changes involve standard class (read: bulk) mail. An effective cure for insomnia can be found in this PDF.

Here’s the short list for self mailers, our most popular product:

Sealing with a single tab is no longer allowed, two tabs are required to qualify for standard class discounts.

 

 

 

 

For tri-fold self-mailers, the mailing address must be on the middle panel, with the final fold creating the non-address side. Here’s what that looks like.

 

 

 

 

For “oblong” self mailers: the final fold must be on the right side, or ‘leading edge’. Here’s what that looks like, including options for tabbing.

 

 

 

 

Full Disclosure: This is not a complete list! There may be more changes and “interpretation” to come in the next few months. If there’s any doubt about how to design your upcoming mailer, drop me a note. I’ll run it by the our own postal specialists and even get you a pre-approval from the “man.”

 

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