How long should your sales letter be?

One of the most common questions asked is:

“How long should my sales letter be?”

It’s a good question and as you might guess … there are no shortage of opinions!

In reality there is no right or wrong answer.

It’s more to do with your audience and objectives.

The first thing to keep in mind is that length is secondary to content.

If you bore your readers, then two sentences can be too long!

Equally, if you write in a conversational style, and you raise interesting points, there really isn’t a maximum length.

    

Structure:

Remember that the goal of first sentence of your message is simple: Get the reader to read the second sentence!

And the goal of the second sentence? Not surprisingly, it’s to get them to read the second paragraph.

There is a lot of evidence to support the belief that if you can your reader to go beyond the second paragraph … they are likely to read the entire message.

Which begs the question … are you still with me?!

Your marketing messages should conclude with a call to action.

This might be the offer of some additional information that is available on your website or simply that you will be following up personally in the near future.

   

These are really just some general guidelines to keep in mind, and they will vary depending upon whether you’re marketing to businesses or to consumers.

Print is Sexy!

A recent scientific study conducted by Neuro-Insight measured eight key areas of brain functionality to determine which areas of the brain had heightened neurological activity … and to what degree.

The result of the study showed that magazines stimulate us more than any other medium including television, internet, radio and outdoor.

   

Here are 10 more ‘sexy’ things about print …

1. You can touch it, hold it, smell it…and even taste it.
2. Never needs a recharge, reboot or reset.
3. Adults 18-34 doing it more (reading magazines) than adults 35 and older.
4.  “Hot Off the Press” is a common phrase in our industry.
5. Not only is print 100% recyclable, but also its carbon footprint is smaller than the Internet’s. (Bet you didn’t know that.)
6. Trees are doing great because of print, for every one tree harvested for paper three are planted.
7. Average reader spends 43 minutes reading a magazine vs. 5 sec. reading e-mail. (Poor e-mail…how embarrassing.)
8. £50 notes are printed. (Money is sexy.)
9. No password needed… and the unprotected access is safe.
10. Try getting lucky with an e-card. (Let me know how that goes…)

What do you think is sexy about print?

Compliment Slips … How do You use Yours?

Communication is Key – so don’t overlook the power of using Compliment Slips!

One of the great benefits of compliment slips is their versatility.

• A message of thanks
• A sincere apology
• Or perhaps a delivery note for goods and purchases

Given the range of uses it becomes an absolute essential that you spend time thinking about the design and exactly how you will be using your compliment slips. It is yet another case of ‘first impressions count’

In terms of design, here are a few pointers:

• Clear logo
• Typeface must reflect the letterhead style
• Sufficient white space for the author to write a note
• Always hand write your message for a personal touch
• Aim to distribute them with every item you send
• Use as a method of keeping in contact informally and thereby save paper

Importantly your compliment slip design should reinforce your brand identity.

It is a reminder of your corporate image.

Getting the design element correct can help your company gain competitive edge.

The brand identity can be reinforced – particularly in conjunction with a print strategy that includes your business cards and letterhead.

I’m tempted to finish with … come in and speak to us at Kall Kwik for a complimentary discussion about your compliment slip requirements!

At the beginning, make sure you also think about the ‘finish’!

So, you have thought about the content for your printed material and you’ve briefed your printer (hopefully Kall Kwik) and everything is looking good.

However, particularly when ordering brochures or flyers, you have one last important decision to make.

You have to determine whether you want it to appear with a gloss, matte, or UV coating.

There isn’t a right or wrong answer and the decision usually depends on your personal preferences and how you best wish to represent your message.

Gloss:

Customers tend to be drawn to gloss coating for the way it renders eye-catching images and because it is inexpensive compared to UV coating.

Typically, if you’re printing photographs this is the suitable option.

A gloss coating creates a printed that is resistant to fingerprints, rubs and scuffs and lasts longer than average varnishes.

However, it is not suitable for writing on.

 

Matte:

Images printed with a matte coating have a neutral, non-glossy look.

If your document is text heavy, consider a matte coating as it won’t tire the eyes.

Matte coating is not vulnerable to fingerprints and is a great choice if you’re looking to produce a non-glare photograph.

UV:

If your project calls for it, you may want to explore adding UV coating.

UV coating is a very high gloss coating applied to the printed paper surface and dried on press with ultraviolet light.

Such finishes are a popular option for marketing materials that need to gain immediate attention.

UV coated prints also provide a protective barrier against wear and tear caused by handling and display.

By working with your printer and by requesting samples, you’ll get to see what your print job will look like using either a gloss or matte coating.

Think twice about your copy … Before you go to print!

A few weeks ago I was driving the down the A3 and had to smile as I overtook a small van.

It belonged to a decorator and the company name was emblazoned over it side and rear supported with the strapline … ‘decorative specialists’.

The image that came to mind was a bunch of Laurence Llewelyn-Bowen-types standing around trying to look lovely – but not doing much of anything useful … so, probably not quite the vision this particular company intended!

Okay, the example is a harmless mis-use of an adjective but it does affect my reaction to their business.

And, there is an important lesson here for anyone running a small business and that is:

Never underestimate the importance of well written copy …

It’s always a good idea to ask someone else to act as ‘fresh pair of eyes’, be that to check your strapline or a full proof-reading exercise.

Just as a professionally printed leaflet will look better than something that has been hastily cobbled together and badly photocopied because the inks  are running out, sending out marketing messages that are poorly written will not fill any of your potential customers with confidence in your ability to deliver a good service.

At the end of the day it’s all about how people perceive you and your business.

And, never forget that those first impressions really do count

Purists use Twitter to fight the Oxford comma killers ...!!

The much argued-over punctuation mark has received a stay of execution at the University after its devotees used Twitter to fight its cause.

Arguments raged after Oxford tried to kill off its comma.

After a furious reaction on Twitter, Oxford University is to reconsider a style guide that tells employees to abandon use of the distinctive punctuation mark that has divided linguists since it was introduced a century ago …

  

The comma is used before “and” or “if” in a list of three or more items, for instance ….

“mad, bad, and dangerous to know”

It was first used by the Oxford University Press (OUP) to improve clarity in printed texts.

Detractors say it clutter up sentences and is pedantic and fussy.

Its main use is to clarify ambiguous or confusing sentences, particularly in lists of items, for example:

“I had coffee, bacon and eggs, and cereal for breakfast” or “the bishops of Ripon and Leeds, Southwark, Bristol, and Winchester.”

      

The furore was started when a Twitter user spotted a guide on the Oxford website used in university internal communications and press releases was advising against using the comma.

The Oxford comma has long been a source of dispute.

In Eats, Shoots & Leaves, a bestselling book about the quirks of the English language, the author Lynne Truss describes the punctuation mark as a “comma-shaped shark fin.”