Ads Vs. Brochures Online

I make it a habit to check out the listings on Craig's List at least a couple of times each week. Even though I've been doing this for about a year, I'm still amazed at the amount of print shops or graphic designers posting the equivalent of a brochure online. This is not a good idea for four reasons:

1. Smaller is better. I do agree with the philosophy of a visual on Craig's List. This removes all doubt of what services your company provides. However, be realistic; if the potential client wanted to see your entire portfolio or line-listing of services, they would have clicked through the ad to your website. Most people are impatient by nature, and will merely skim the rest of the ad or not scroll down at all, equating a large waste of space.

2. The ad doesn't really go anywhere. Put yourself in the customer's shoes: if the customer decided to buy your service and they click through the ad, the last thing they want to see is your "about me" page. The ad should click through to an action, or in the case of the client, to an order page. When it comes to online activity, assuming the sale isn't always a bad idea.

3. KEEP IT SIMPLE. I see ads that have a lot of text on them, all competing for the same amount of attention. All this gains the designer is frustration on the part of the client. If you're advertising a hot price on business cards, chances are pretty good the customer doesn't care about the new quad-fold brochure you're selling; the customer just wants to see (and order) what brought the client to their site: the advertisement for business cards.

4. Size does matter. Keep the ad to no more than 350px x 400px (this is my personal preference). One rule I try to keep in mind, but isn't always possible to do, is to advertise in the size you are selling. For example, if you're advertising bookmarks, make your ad approx. the size of a bookmark. This will give potential customers a visual idea of the size of the product while they read about your special price. It's better to put out several ads about different products than only one ad (usually too long) talking about all your products.

Visual advertising does work, even on Craig's List. Just try not to overdo it.

Happy designing!

Cheers,
Lisa

#Blog30: Thanks For The Memories

I started this 30-Day Blog Challenge (by Jeanette Cates) not fully understanding what I was about to undertake, but deciding I would have a good time trying to figure it out, in I jumped.

I've never looked back since.

I've gained much more than the ability to either plan my blogging ahead or think on the fly. I've made friendships I wouldn't have been able to make otherwise. I've gained wonderful, insightful knowledge into your work and your business. I wouldn't say I know everything about you, but I definitely have a better handle on your business than when I first started.

Lastly, I've learned it's about the communication, and having something worthwhile to share with other people - my experiences in graphic design, mentoring, and networking. I've also learned patience as well as when to ask for help. I've tried to be a resource for my industry, and I hope you found my posts as interesting as I've found yours.

The next step is obviously another 30-Day Blog Challenge! I'm hoping Jeanette will start a new challenge. If not and you have one going, I'd like to check it out! The best part I learned is being consistent with this type of marketing, and I'd like to work on another challenge to help shore up my consistency (creates accountability).

Will you join me in another 30-Day Blog Challenge?

Cheers, and thank you, everyone :)
Lisa

A Mentee's Journey: Introductions

I met with my mentor for over nearly two hours Tuesday morning at Next Coffee! It was a great meeting, I must say. Already I've learned a few things, a couple that I will pass along this post.

I'll start out by saying that Pat is already proving to be an excellent mentor. I know it's only one meeting, but he tends to mentor by introspection and deep listening. Toss in a hearty helping of humor, and honestly, we've learned much already!

We started off by introducing ourselves and gave each other a "reader's digest" version of how we came to be at this point in our lives. His background is rather remarkable and extensive, and I'm honored he shared this with me. I shared with him my background, my family, and how I came to be a graphic designer.

My homework for next week is to figure out my passion: if I could do something, even if I never got paid for it, what would it be? I think that's a good question we should all answer, at least once a year.

I learned something very interesting that I won't go into a ton of detail about just yet. Clue: most business owners know they need a sound and viable business plan AND a marketing plan. How many of you knew you also should be using a communications plan? Sounds intriguing! I'll tell you more as I learn more, but I'm researching this already. Basics: it's used to help with existing client retention!

Another tidbit I learned, though many of you already know this. Each day I need to write down my objective. Along with this, I must list the tasks that align with my objective and get them done. It's a little different from the ordinary to-do list. Well, it is from my viewpoint, anyway.

Definition: OBT = Objectives Based Thinking.

See you next week!

Cheers,
Lisa

Samples First, Please

I recently read part of a Tweet coming through my TweetDeck that had to do with pay rates and "seeing a sample". Curious, I followed the link back to the author, Matt Harrelson, asking this: "How do you negotiate graphic design rates when potential employers want you to do a sample first?"

I'm not intending to slam Craig's List, but my observation of the majority of people posting or answering on Craig's List are looking for the lowest price possible, period. Knowing you're walking into that arena, it shouldn't come as a surprise that the end user wants to see samples first. This is a large no-no for a couple of reasons.

First, because people are only willing to pay the lowest possible price for that service or product, their perception of the value of that product is tied to the value of the dollars in their pocket. This decreases the value you, as a designer, bring to the table. I completely understand not wanting to turn away work, and I myself landed my first paying client from a Craig's List post. Having said that, state your prices up front but remove "you" from the discussion: "This service will cost $xx", rather than "I charge $xx for this service". Don't personalize cost.

Second, if someone isn't happy with the style of work you've posted on your portfolio, don't offer to do a sample of what it is they're looking for. It is possible they're looking for a different style and you may be able to accommodate. Under no circumstances should a designer, be it seasoned or new, do a sample for the client to look at. In Mr. Harrelson's case, he was asked to do a photo retouch sample to see if the client liked it before paying for it. agreeing doing this, you're giving away free work, and that also devalues the industry and your skill set.

I compare this tactic to some of the contest sites that are highly visible. They want everyone and anyone to send in a sample or two of the project in the contest, but only one winner is awarded, and all the work is kept by the contest originator. This scenario is no different; if someone asks you to "do a sample", they're really telling you they want it done for free. Politely decline and move on.

Happy designing!

Cheers,
Lisa

When Should You Update Your Printed Material?

Business cards, like other forms of print collateral, tell a certain story about your business. Let's face it -- it's all about presence. The thickness of the card, the typography, whether or not you use a clipart, glossy or nay -- all are important and are vital to the success of a business print material.

Today I called on a new client needing business cards, a referral from a friend and good client. This new client informed me he was down to his last twenty business cards and needed to print, but he started re-thinking the look of his cards when he saw my friend's. Long story short: I took her folded, white-and-just-black-text-except-for-the-logo business card and turned it into a portfolio, showcasing her stores' services. This new client told me he didn't know you could have a photo with a business card. Furthermore, his card hadn't been updated in about ten years.

Sounds like an exaggeration? It's not. I see plain business material all the time. Sometimes it's for the profession (i.e., a financial planner, for example), sometimes it's the taste of the customer. More often than not, it's the customer not realizing that plain may send a different message -- a message that they don't care about the image their company portrays.

Obviously this is not the case at all! I talk to many business owners each month, and all are so passionate about their own business, it is worn like a shroud as they walk in the room. They are so proud they can't wait to tell everyone -- but not being pushy, of course. They do care about their business and how people perceive it. This is why designers should make it their mission to explore all new possibilities with their clients; to ensure that, at the end of the meeting, their clients are very satisfied with their chosen design. If the client isn't happy, the designer didn't do their basic job: listening.

Now it's your turn! Think back to your very first business card. What would you have changed about it? Are you happy with the design of your current card? If not, why not?

(I may continue this as a series, stay tuned!)

Happy designing!

Cheers,
Lisa

Print Collateral Dead? Never!

These days business owners need a leg up for just about any occasion. Be it business cards, letterhead (with the matching envelope), fliers for delivery or newspaper insertion (hey, some people are still reading the newspaper!), brochures, postcards, thank-you cards (yours or uploading a design to Send Out Cards), v-cards, backgrounds -- business owners have to do what it takes to stay in touch with their clients and brand their business.

Print collateral is very integral to the success of a business, though the types of print collateral available vary according to the needs of the business owner. For example, one business owner I work with helps businesses incorporate and saves their assets. Sometimes he has to create affiliate businesses, so he keeps this information I create digital. Another business owner I work with uses thank-you cards, business cards and brochures. Personally, I like the combination of business cards, fliers and brochures.

Why are these items so important? Networkers visit mixers and chamber events in search of business. They are prospecting for contacts to follow-up with later. It's a little tough to follow-up with someone you've just met if they don't have a business card. Same goes for those professions that use letterhead; the contact won't wait until your stationary gets back from the print shop. These are all tools of our trades. Are you using your tools well? Do you have your tools with you at all times, even for a quick grocery store run?

Now it's your turn! Have you ever been out someplace, met someone and struck up conversation, only to discover (much to your horror) you didn't bring your business cards with you?

Happy designing!

Cheers,
Lisa

Your Back Should Be Naked

Business cards tell a certain story about your business. Let's face it -- it's all about presence. The thickness of the card, the typography, whether or not you use a clipart, glossy or nay -- all are important and are vital to the success of a business card.

One aspect people sometimes forget about is the back of the business card. You can usually tell if someone had their cards printed at VistaPrint (forgetting to take off the logo on the back before ordering), but in some cases -- and I'm just as guilty -- the back has text, or text and photo, all over it! Worse yet, there may be a UV coating to protect the ink (yep, guilty as charged!). This causes many networkers distress, which I'll explain.

Networkers are very habitual, almost to the point of insanity. Many like to make notes on the back of a business card. These notes can include but are not limited to: day and time they met you, where they met you, what the function was, the name of your children, your favorite color/food/pet, and so forth. In a few countries, you must not write on the back of a business card, for fear of penalty of death! However, in the good 'ol U.S. of A., networkers like to, and mostly likely will, write on the back of a business card.

Here's a hint: one networker I met a few weeks ago had a system for their business cards. If this networker met you and you basically shook his hand with your business card, he would put it in one pocket with no notes. In the other pocket were the business cards of those who had given him their card only BECAUSE HE ASKED THEM FOR IT. These cards had several notes scrawled on the back. When I asked him why the difference, he told me the pocket with cards and no notes reminded him these cards were thoughtlessly pushed in his direction, like spam, and treated them accordingly; the other cards he came by through making a connection and conversation, and these were people he genuinely wanted to stay in touch with.

Keep your back naked -- you never know when it'll be needed! As for me, time to go undress my back (of my business card - gotcha!).

Happy designing!

Cheers,
Lisa

Glossy Vs. Not: A Business Card's Tale

Business cards tell a certain story about your business. Let's face it -- it's all about presence. The thickness of the card, the typography, whether or not you use a clipart, glossy or nay -- all are important and are vital to the success of a business card.

Take glossy, for example. A lot of business owners don't include a glossy finish to their cards because of cost. What they don't realize, unfortunately, is there are a couple of ways to getting a glossy look without the varnish.

The first type is a glossy finish. I'm not being a smarty-alec; that's what the finish is called. The paper stock is treated with a glossy finish, so once printed, there is a small shine to the cards without a lot of extra cost. The stock does cost a little more than a matte bond stock, but it's worth the extra pennies.

The next type is an aqueous finish. This type of glossy is a water-base, so you'll have a little more shine than the glossy paper stock, but not as thick or costly as the next step. Before opting for this finish, check with your print shop to make sure they offer it.

The next type is a UV coating. This is a little thicker, akin to a varnish, but colorless and odorless. Usually this type of finish is recommended if the business cards spend a lot of time out in the sun to protect the four-color printing. The biggest reason most business owners opt for this type is...you guessed it....PRESENCE. They want their card to appear rich, feel rich, look rich. This option gives the impression the business owner really pays attention to their image, lending credence to the belief the business owner will give same attention to your needs, too.

It's all about what choice appeals to you the most. Again, before settling on a glossy (or not) option, check with your print shop to make sure they offer what you're looking for. NEVER ASSUME all print shops are the same. But, I'll save that for another topic.

Now it's your turn! What type of finish do you have on your current business cards? What did you like about it? Will you reorder with that finish in mind again?

Happy designing!

Cheers,
Lisa

Specialist Are Special!

I had a conversation with a friend of mine yesterday that bothered me a bit. She is a virtual assistant, administrative support. She has been working with a barter client on some mail merging, and this client has asked if she can export text from Adobe InDesign to Microsoft Word.

This astounded both of us! Normally a virtual assistant doesn't work in software such as Adobe InDesign; rather, this is a software a graphic designer would work in. My friend did go the extra mile and download a trial version of the software but it did not have the export functionality she needed from a full version of the program. My friend was not about to purchase a full version for only one client and once a month, 5-minutes' worth of use. I was able to give her a couple of options to suggest to her client, and their relationship has progressed nicely.

A specialist works with certain tools within their trade. If you aren't sure what those tools are, ask. Please don't assume you know what tools the specialist works with. It's always better to check than to make a very silly -- and costly -- assumption.

Happy designing!

Cheers,
Lisa

And The Capital of That Font Is....

The use of capital letters in social media, IMing, and texting should be reserved for times when extreme emotion (i.e., anger) is felt. It has been widely accepted in IMing platforms as a form of yelling, but I have also seen it used for emphasis in the social media.

Using capital letters sparingly in print media adds a more professional touch. Like using underlining in HTML coding, all-caps letters can be a good addition for emphasis, but only if there is no other way to call attention to that text or if it has to be all-caps (i.e., headline or call-to-action, such as "TODAY"). Using larger text in a different color is a good alternative, particularly if used in lowercase. Using a different member of the same font family is also accepted and professional. Sometimes you can mix serif and sans-serif by using one for emphasis and the other for your body text, but this depends on which two fonts are used.

One reason to not use capital letters all the time throughout your print media is the difficulty of readability; simply put, using capital letters can make it more difficult to read what was written. Another reason is the font or typeface itself. If you are using Brush (a calligraphic-type font) in all-caps throughout your print media (let's say a postcard), the shapes of the letters in this particular typeface make it impossible to clearly read the contents. Keep it simple so your marketing material looks great in print!

Happy designing!

Cheers,
Lisa

Shopper or Serious?

Every business gets shopped, period. It's human nature to want to look around for the best deal possible. The last thing any person wants to hear is, "so-and so got this great deal on this product over at this place!" It seems to resonate more when it's a friend telling them.

For most home-based business owners new in their business, it's hard to tell a customer vs. a shopper when someone is asking you questions because they're "only shopping". A business owner hates to surrender a lot of information just to see the customer go down the street to the competition. On the other hand, without enough information, the customer is likely to walk down the street anyway.

So, how do you turn a shopper into a serious customer?

Ask questions. Remember, the customer is asking this information for a reason. They have the need, but do they have the need for what you have? THe client wants to know what's in it for them -- the WIIFM factor. Once you know what benefit your product/service can give them you're one step closer to making the sale.

Be sincere. Customers can always, ALWAYS tell when someone is really trying to learn more about them and what they need vs. just being their "best buddy" to close a sale. I'm sure there's some magic timeframe a salesperson isn't supposed to go over, but really, when you're trying to make a new customer, this time frame may not matter at all. Just be yourself, and be honest.

Price match if possible. This won't work in every situation, or else you won't have any profit margin, but you can use this discreetly. If a customer tells you they can get "x" product cheaper online or at the competitors, ask them some questions: is shipping included in the price; if it's being treated as a closeout; is it limited in quantity or color; or offer expiring very soon.

Discount repeat business. By offering a discount on repeating business, you let the customer know you may not offer such for a first-time customer, but if they like your products or service, becoming a repeat customer with someone they know for a discount may sound more attractive.

Ask for their business. If all else fails, a more direct route is to just ask the customer, "What do I have to do to get your business?" It may come across as a little desperate, but they may just tell you what they need to know to gain the business.

Cheers,
Lisa

A Mentee's Journey: Getting Ready

I met with my mentor briefly last night at a large networking mixer for ASBA and BNI. Bottom line, we have set our weekly schedule! I'm very excited to be part of this amazing program, and I feel very lucky to have a great mentoring team. I do have only one direct mentor (Pat Harter of Provision Team Consulting), but I can ask the mentoring team virtually any question, and have the ability to have their expertise in their fields guide me through this path.

My first actual mentoring meeting is this coming Tuesday morning. I'm bringing my "business plan", if I can call it that, and see how it can be improved; even a marketing plan can't really be implemented without a solid business plan. I'm also bringing in my new workbook from ASBA, goals I hope to accomplish over the next four months, pencil and paper, and an open mind. I'll point out here I'm going to have weekly homework as a point of accountability for what I want to achieve. I'm told I'll be working harder than I have before, so I hope I'm up to the task.

I looking forward to learning quite a bit from my first session with Pat! I'll chime in next Tuesday after my session - stay tuned.

Cheers,
Lisa

Scripts: Not For Wimps

Most people don't realize a script font, such as Brush, Edwardian Script, or Snell, are considered serif fonts. Careful considering must be given when using these fonts together with other serif fonts, such as Times New Roman or Bodoni.

If you choose a script typeface for your main headline, I would offset this by using a sans-serif, such as Arial, in the body. You then could use the script typeface for sub-headlines or for special CTA's (call to action's), such as "Sale Today!" Pay strict attention to the size of these typefaces. Visually, the body may not be any larger than the headline, but type-size-wise the body may actually be as much as 20 points larger, depending on which script font you choose. Also, DO NOT use the script typeface throughout your document! Go ahead, laugh - but unfortunately I've seen it. It looks very unprofessional and makes your document very difficult to read all the way through.

Avoid using most script typefaces in reverse (black or dark-colored background with light or white text) unless it's thick and bold. The Brush font is a good example of a thick, bold script typeface. An example of a typeface not to use in reverse is Scriptina. It is very elegant but it can be very difficult to read. Another strike: if you use Adobe Distiller to create a .pdf file of your document, Scriptina does not embed, and that can cause issues with your commercial printer.

Finally, remember to not use an outline, or stroke, on your chosen script font. Most script fonts have thick and thin points, just like a serif typeface. The thin points create visual problems if you outline your text. Say you use Scriptina and put an outline around the text. You've just elminated more readability with the font by decreasing the amount of white space used to create the font. The thin parts look thinner, to the point of near-non-existence, increasing the difficulty of reading.

Use script fonts sparingly, without an outline around the text. I like using them to create elegant invitations; sometimes used as a headline for a grand opening of a beauty salon; occasionally, acting as a signature.

Happy designing!

Cheers,
Lisa

A Mentee's Journey: Getting Started

Much like a sports professional looking to stay on top of his or her game, I decided to enroll in a mentoring program. Today I met with my new mentor, Pat Harter. His role is that of a teacher, while mine is that of a student. He will make suggestions based on what I would like to improve, and I will give him a weekly update as to my progress. I like the accountability factor to help guide me in a good direction; mostly, though, I like the idea of being able to learn new ideas for growing my business.

I've decided to blog about my journey over the next four months to help me stay on track with my goals. My hope is that those considering such a journey themselves might read and gain some value from my experience.

Cheers,
Lisa

Document Design 101: Text Boxes #2

When working with Adobe InDesign, you can manipulate the text boxes to virtually any shape needed. Suppose you have a strange shape to wrap text around; you can either put a text wrap around the form, or you can add points to the text box and, using the Direct Select tool, shape it to fit around the form.

As stated previously, make sure to keep some space between the edges of the text box and the text, especially if you've decided to put an outline around the text box. The reader's eyes tend to stop when they reach the end of a sentence, and the outline of the box can simulate the end of a sentence as much as a period.

Lastly, if you plan to use a background color for the text block, keep in mind that not all colors play well together. For example, if you decide to use a blue background, do not use red for the text. This will cause a visual distortion, making the text very hard for the eye to focus or read. Instead, choose a lighter color, such as yellow or white. Black backgrounds with white text are very effective when used to call attention to certain pieces of information, such as a call to action or a coupon with an expiration date.

Happy designing!

Cheers,
Lisa

Business Card Basics

Your business card is the receptionist of your business. After face-to-face networking, your business card is the key reminder of your new meeting. How then should your receptionist best represent your business?

Keep it simple. The design doesn't have to be boring, but if a potential customer has to look for your e-mail or phone number because it is too artsy-fartsy or too complicated, you probably have lost a customer. If you have too many competing elements or drop shadows on your text, it may cause your card to look too busy, thereby losing the message.

Keep it simple. Text should be no smaller than 8pt, and I recommend your company name (assuming there is no logo) should be no larger than 18pt. No drop shadows; keep in mind, if your company is advertising in a newspaper or needs to send a copy of the card over via fax, special effects won't pick up well through a fax or a flatbed scanner.

Keep it simple. No more than three different typefaces. Use color to point out the important pieces, such as your name and phone number. If you use your photo along with another (i.e., a realtor), you might ask your designer to watermark or fade one side of the other photo so your mug shot gets primary importance; better still, if you want to use your mug shot, leave any other photo out.

Keep it simple. Black is a color not many businesses can carry well; it also tends to carry a negative message, so try not using this color for your background unless it's the only color that works. If you decide to use black for your background color, be careful when selecting a secondary color to use (other than white). Try using a percentage of that color; remember, black will push lighter colors forward, making them more noticeable.

Keep it simple. Try not printing on the back side unless it is absolutely necessary. In many networking circles, it is nearly required to use the back side of a business card to write down where you met your contact, if you decide to offer a special price, scheduling a day/time for a meeting -- the list goes on.

Cheers,
Lisa

Branding: Does My Logo Work?

This is a question most business owners should ask themselves. Unless it's something point-blank like Joe's Hardware Store, your business name and logo may mean something entirely different to someone else. If it's at least relevant you might not think twice about it.

Does my logo work?

Recently I had a sit-down interviews with a couple of business mentors, and they both agreed I should consider changing my company name and logo entirely. Why? Sight unseen, they had not met me yet nor seen my business card, and their first impression of my company was that of an optometry business.

I had to stop and think for a moment. Optometry? How did they come to that conclusion? The only thing I could think of was they had focused on the middle word in my company name instead of taking in the entire name. There's no right or wrong in that type of assumption, but it was interesting, and honestly, a little frightening to hear.

Does my logo work?

It started me wondering if everyone else held a similar viewpoint. After consulting a few friends outside my profession, I concluded:

1. People sometimes perceive names of companies and their logos differently from the actual business owner's viewpoint;

2. The only way to change this perception is to continually educate people what my company is all about.

The reason the mentors asked me to consider changing my business name and logo is because they felt it would take a lot more marketing than had been done up to this point. But would it be better to undergo a complete name, a complete identity change and re-educate the public about my company?

Does my logo work?

I'm going to find out. Stay tuned.

Cheers,
Lisa

Document Design 101: Image Manipulation No-No

I just read this article, and quite honestly, the stoopidity (yes, I mispelled this on purpose) absolutely amazes me. Just when I thought I had seen everything in my industry, I read this article about a magazine called Outside taking extreme liberty with Lance Armstrong and photoshopping text onto his T-shirt. Here's the article link:

http://www.dailyfinance.com/story/media/outside-owes-lance-armstrong-an-apology/19521104/?icid=main|aim|dl9|link3|http%3A%2F%2Fwww.dailyfinance.com%2Fstory%2Fmedia%2Foutside-owes-lance-armstrong-an-apology%2F19521104%2F

The stoopid part comes into play when the magazine's editors try to defend their actions: "...it's not Armstrong's real T-shirt." ... "...[magazine] doesn't typically consult cover subjects on all editorial decisions..."

This is the worst case of non-professionalism I have seen in my twelve years as a graphic artist. Granted, editors have the final say in how their magazine is represented, what articles to showcase, and final editorial edits/changes. That is a far cry from actually photoshopping something that isn't there onto someone's shirt and not telling them. I can see maybe doing this as a school project, but in this situation, Mr. Armstrong should have been asked for and [magazine] should have obtained his written permission first. It is not okay just because "it's not his shirt"; it is not okay because they deliberately TAMPERED with Mr. Armstrong's BRANDED IMAGE, period.

In a day and age when print advertising is suffering enough damage, there is now a rouge magazine basically giving viewers and potential models the impression, "hey, thanks for your advertisement / thanks for posing for our cover, but we've decided to change it up a bit and we can do that because we can. Thanks for playing our game!" Definitely NOT professional, and not a magazine I would recommend anyone paying any attention to now and in future issues.

Cheers,
Lisa

OP-ED, Lisa Raymond, Deseyner's Eye Creations.

Document Design 101: Text Boxes

Designing a document for print sounds pretty easy: you put some text together on a page, add a photo or some clipart, slip in a small call-out box and - whammo! Instant document design.

It can be this easy, but there's a few simple steps to remember. I'll explore these over the next couple of days. Today I'm going to talk about that call-out box in my example.

A call-out box is nothing more than a box shaded 20% with black text. Sometimes it is designed with a dark background and white text. The basic function is to call attention to specific information. A good example of this are the little boxes newspapers sometimes use when describing a new movie review: the box may contain information about the name of the movie, rating given by the movie industry, main cast of characters and a short synopsis. This information is treated in this manner so the viewer can easily find it. The call-out box can also be a light-shaded box following the long margin of a document with text inside. The size of the box doesn't matter, but the visual appeal does.

In order to make this box visually effective, you have to leave some space between the edgs of the box and the edges of the text box. This can be done by either by increasing the paragraph margins by one-eighth of an inch on all four sides, or by adding some inset spacing to the text box on all four sides. The number isn't hard and fast; you can add or subtract space to make it visually appealing, but do add some space. If the text butts up against the sides of the call-out box, the viewer's eyes tend to stop reading. Adding space allows for continuity and flow, and helps the text look great in print.

Cheers,
Lisa

What's Your Social Media Plan?

When I first started my journey with social media, I really wasn't sure how I wanted to use it and what I wanted to do with it. The more I actually interacted with people, I saw a value in following experts in my industry to gain insight from their knowledge and experience. I watched who they interacted with, and I saw value from reading their posts and questions. From all this I have a short marketing plan (finally!): to use the social media to increase my knowledge while educating the viewers about my company.

Sounds simple? It's not, really. Using social media is not much different from face-to-face networking or client interaction> The only key element missing is the physical human interaction; meaning, being able to see the person's reaction to your elevator speech, the head nods of comprehension, and even a dog-lopped head turn of "huh?" when they're not exactly following the same logic.

This may turn into a series of explorations, but for now I'll ask a question: when you started your journey in social media, did you develop your marketing plan before or after you began using SM? Please feel free to type a quick note - I look forward to learning from you!

Cheers,
Lisa