It’s practically child’s play to make a great impression using print. Just take enough time to write some decent copy for your ad, brochure or mailer. That simple practice has become so rare that even a perfunctory effort at story telling gets attention.

It’s really quite daring to step out and tell a story with drama. Much simpler to advertise with leaden bullet points, as if your reader where looking at a powerpoint presentation.

The art of advertising in print certainly goes back thousands of years, and will likely be around even when the internet is a distant, faded memory. That’s because there {hidden treasure} are always stories to tell, for those perceptive enough to find them, and bold enough to write them.

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, were you born in a barn?

Now Hiring: We’re looking for a few good clients who don’t Photoshop and are proud of it! The ideal candidates don’t have a mind cluttered by the minutia of application menus, operating systems and process color separation. Instead, they can clearly articulate project goals and objectives in a comprehensive yet concise manner. They haven’t spent the last two weeks trying to strangle an electronic document into submission, and hence there’s plenty of time for someone else to produce the project in question from scratch if necessary.

If you’re great at creating electronic documents and images, our prepress department is most thankful for that. Still, all too often I feel the pain of my customer who is under tremendous pressure to produce work that is far outside of his/her skill set on a schedule that an expert graphic artist would be hard pressed to match.

If I’m wandering here, perhaps I should get to the point: spend your valuable time doing the brainwork. Have a clear marketing plan in place. Succinctly define your objectives in writing and then rent the best graphic design specialist you can afford for a few hours. It just might be the best investment you’ve made all year!

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 artisan, so we traded quality for glitzy tricks and techniques, and turned ourselves into high-tech production artists in the process… Our clients…believed the ads that said they could dispense with expensive designers, and instead began to buy their own Macs and WYSIWYG software… Is graphic design dead?

Personally, I’m prone to agree with Monty Python and wheel out the discipline of graphic design on a cart. This opinion is based on countless experiences over the last decade, as well as the dearth of thoughtful, well designed print in all but a small minority of examples currently in circulation.

One such experience was the recent phone inquiry from a new customer excited at the prospect of fancy color business cards now within her $50 budget. When advised that she’d need to supply a ready to print PDF or application file, there was a moment’s hesitation. “It’s just a logo, a line and a little bit of text. Isn’t there any way I can get around paying someone to set that up?”

All too typical.

After some thought, it occurred to me that today many a person would easily shell out $75 to get his/her car washed and waxed but never even consider a similar amount paid to a graphic designer to create a vibrant design which could and should last for years to come. Design is dead, because today all too few marketers see its inherent value.

Yes, creating your own home-brew design on a PC or Mac can be an immersive experience. Hours fly by, and we become increasingly attached to our creation with each passing minute. Regardless of its merit.

Herein lies your opportunity: Invest in good design. With so many routine layouts in circulation these days, your own professionally designed presentation will likely jump off the page and grab your customers’ attention.

And, also you’ll have time to use your computer for something that’s fun.

Where was the torment of the wrenching decision by handful of patriots that declared indendence from Britain? Where was the gripping oratory of John Adams?  Where was the story of sacrifice and hardship of Abigail Adams, and the eloquence of Thomas Jefferson’s pen? Why did my classmates have to endure a year that was filled with so little, when America’s history is teeming with gripping stories just waiting to be told.

If you’d like to learn how to write copy for your next newsletter or direct mail letter, just watch HBO. Rent a DVD of John Adams and enter the world of our early patriots. Fear, passion, anger, suffering, laughter and joy; the full scope of human emotion. Tell a real story, and capture the minds of your listeners. It’s genetically coded in the human race.

So much of what arrives in a mailbox these days is devoid of anything a living breathing human being can relate to. Postcards and brochures are often no more interesting than a supermarket shopping list. Newsletters: thinly disguised billboards. Web pages: just add liquid and you’ve got your own website in 30 minutes or less. Nice to look at, but no substance.

Is it any wonder that high and low, folks are clamoring: “stop the spam?”

Our lives are filed with stories. Turn your senses in their direction. Be it lawn service or Attorney at Law, you’ve got a story to tell. People will listen.

The game has changed. The tactics of marketing are different in the internet era. Still, a well conceived company newsletter remains one of the best ways to help grow your professional practice over time.

Join Copies&Ink and BrandOne Marketing over lunch for a fast-paced hour of best practice tactics, including:

• Finding a voice that will resonate with your clients
• Run it like a clock: practical newsletter logistics
• Integrate your print and electronic marketing: a must
• Build good will while growing your list
• Overview of a best in class e-mail campaign tool

To participate in this event visit our events page or call Candace Krell at 909-948-3550 x411

NEWSFLASH:
We’re officially in recession. Isn’t that a shocking revelation? Unless a bailout is coming your way, maybe now’s a good time to save some green on your company’s publishing software needs. People often ask me “what’s the best software choice for my newsletter?” (or brochure, business card, mailer, etc.) Of course, no single software package fits everyone’s needs. This is my list of top picks for professional grade tools, available on the cheap.

Word Processor

Go-Go Clinton/Bush years: Microsoft Office: $420

Obama’s change: Open Office: FREE at http://openoffice.org.

It’s hard to believe that more people aren’t using this amazing, fully functional office suite, which is available for a free download. Once a bit rough around the edges, the last few years of open source development have added a lot of polish to the program. It includes a word processor, spreadsheet, database, powerpoint alternative, and even a draw program.

Page Layout

Real Estate Boom: Adobe InDesign CS4: $694

The Bubble Bursts: Scribus: FREE at http://www.scribus.net

Sure, I’d love all your projects to come in from clients using QuarkXpress, or Adobe’s flagship Creative Suite. Then again, Scribus represents a rock solid contender in the page layout category, once you get used to the quirky looking user interface.

Photo Editor

Dow at 11,000: Adobe Photoshop $630

Retire on tomato soup for dinner: GIMP : FREE at http://www.gimp.org

Let’s face it; you probably don’t need more than a few of Photoshop’s tools, commands and functions. All of its most important functions can be found in yet another open source project: GIMP. It’s nothing like the program you may have seen a few years back, while poking around in Linux. There’s even a hack to give it the look and feel you’ve grown to love (or hate) in Photoshop.

Open source software has come a long way in recent years, thanks to the generosity of the programming community. All of these programs are available in Windows and Mac versions, and the resulting output files are fully supported at Copies&Ink.

In upcoming posts: We’ll talk about some of the key features in these programs, and how they might apply to your work. Keep posted!

Where cost is an issue, Baronial style envelopes have a great price point, but they’re usually only available in white or ivory.

Baronial (i.e. pointy-flap) Style Envelopes

4 Bar
5.125 x 3.625

5 Bar
5.625 x 4.125

5 ½ Bar
5.625 x 4.375

6 Bar
6.5 x 4.75

Lee
7.25 x 5.25

A lot of folks prefer the the more up to date square flap style Announcement envelope. Indeed, they’re available in a wider range of colors and finishes:

Announcement Envelope: square flap style

A-2

4.375″ x 5.75″

A-6
4.75″ x 6.5″

A-7
5.25″ x 7.25″

A-8
5.5″ x 8.125

A-9
5.75″ x 8.75″

A-10
6″ x 9.5″

Just two more things to remember:
1. Not every size/color/finish combo is available, so check before you start your design
2. These are the envelope sizes, the enclosures should be designed about 1/4″ smaller in each dimension.

Questions: just give us a call or visit our contact page.

In the market for some custom printed folders or announcements? Check out our current specials!

Newsletter Printing and Design and Mailing
Electronic Newsletter Distribution
Brochure • Stationery • Business Card
Self Published Books • Catalog • Instruction Manuals
Direct Mailers • Flyers • Postcards
Hard to find custom printed stationery

Based in Rancho Cucamonga, Copies&Ink offers you better looking and better working printed stuff! By working person to person we’re able to offer you more choices, and a better all around value. We specialize in printed marketing communications for small businesses and corporate workgroups. We help you unite your printed and electronic customer communication.

Our Clients:
Manufacturing • Professional • Retail
Non Profit, Socially Responsible Organizations
Church Outreach
HR and Marketing Workgroups
Entrepreneurs and Professionals
Small and Home Based Businesses

For immediate assistance or a customized proposal, contact our Customer Service Department

Current promotion: Full Color Business Cards: 1000 for $49. For more info visit our online store.

Full Service Printing Plant: Copies&Ink is a complete print and online marketing resource for businesses in Southern California and beyond. If it’s a full fledged campaign, or just a box of business cards, Copies&Ink offers personalized local service at prices that compete with the internet mega-sites.

Located in Historic Rancho Cucamonga, CA
Serving 50 states • Shipping Worldwide
Call 866-345-COPY or reach us at:
Our Customer Service Page