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Kaye Z. Marks's Articles in Marketing

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  • The Basics of a Good First Impression
    I am sure that a lot of these, I really do not have to mention. But there’s this fact I’ve learned is that all sorts of things might seem obvious, but get ignored a lot of the time, like putting not using generic looking designs when business card printing simply. This then translates into the "generic" impression, which can also communicate to clients.
  • Breaking Down the Right Kind of Questions
    For those getting booklet printing done, one issue you have to consider is how well you are going to be able to hold a person’s attention. No matter how interesting you think the material is, you still have to write in a way that keeps them interested, and gets them thinking about what you have to say.
  • Working Effectively With a Graphic Designer
    Working with a graphic designer can be a difficult chore for many companies for a variety of reasons. Partly it has to do with the fact that graphic designers are often hired from outside the company, and work for themselves rather than just the company.
  • Save Money With In-Person Marketing
    I would say that one of the cheapest ways you can market yourself is to print business cards and then go out and sell yourself. Business card printing is vital to any kind of in person marketing, and given how cheaply you can print business cards, you will hardly be breaking your marketing budget to do so.
  • Think About Longevity
    There are two different ways you can look at the promotional items that you hand out at tradeshows. The first is the initial impression that your item has on people when they first get it. The second has to do with what they’re going to do with it once the tradeshow is over.
  • Why Limit Yourself to One Card?
    There are so many different things you can do with a business card. From the words or images you have on the card to the very material that you print the card on, there are just so many ways to make some very impressive custom business cards.
  • Marketing Specifics: Product Based Marketing
    Each type of company requires a uniquely different way of marketing depending on what kind of focus they have for their company. Advertising a company that is centered purely on products has its own methods for advertising you need to be aware of if you want to have any success.
  • Battling Stereotypes
    Stereotypes abound, and probably always will.

    People are inclined to settle into an easy to understand view of what a company is, even if that view isn’t very accurate. Part of this is the cold corporation. The idea has been repeated over the years of a heartless company that only cares about profits. They’ll do anything in order to boost up their sales with little concern for the actual people who are providing them with these sales.
  • The Niche Within a Major Market
    The niche market is a fairly well known aspect of the world of business.

    For those who don’t know quite as much about them, a niche market is a small market that isn’t as much about the mainstream. Because you’re focusing on a much smaller pool of people you’ll be better able to hone in your marketing and form a very strong, focused message.
  • Know How to Grab Someone’s Attention
    What good is any kind of marketing if no one actually sees it?

    Marketing needs to be visual. Here’s the thing to know about marketing: people aren’t trying to see it.
  • Keep Your Message Simple and Focused
    When it comes to advertising like postcards and posters, it’s easy to make sure that the message you’re focusing on is short and to the point. With these forms of marketing you just don’t have room to have it be much else, which is why companies are typically good at staying on topic.
  • Enjoy the Benefits of a Strong Partnership
    For most businesses there is going to be a busy time of the year and a slow time. There might be multiple patches of busy moments along with a handful of slow periods as well, but it’s unlikely that you’re going to be going strong at every single point in the year.
  • Remember Who You’re Writing To
    When writing for a postcard all you need to do is write a few short lines without going into very much depth. A poster is often just has a large, single quote or sentence and nothing else. A flyer gives some brief details about something and that’s about it.
  • Do not Go for Just One
    As it stands right now there are four distinct forms of marketing. The first is color printing, the second is television commercials, the third is radio, and the fourth is the internet. Each one has a unique nature that separates it from the others, and you really can’t compare them very well given how different each one is.
  • The Functions of Color Printing in Marketing
    Color plays a major part in marketing. Whether it's a brochure, postcard, poster, or other printed material, the colors you choose either positively or adversely affect the message you send. When color printing, it is important that you keep the role of colors in mind when designing so that your advertisement produces positive results rather than negative ones.
  • Color Printing: RGB and CMYK
    Color is color, right? Wrong! Depending on your application and use, there are two main color referencing formats you will come across: RGB and CMYK. These two color formats are for completely different uses, but the result of the two formats is the same to our eyes.
  • Great Promotional Items
    If you plan on giving away items to help promote your company, you need to be aware of just what kinds of items there are to give away, and what categories they fall in.
  • Printing Flyers on a Budget
    One of the most economical ways to quickly get a word out is to print flyers. These fantastic little promotional tools can be extremely inexpensive and simple or glossy and flashy, albeit more expensive. Whatever your needs or financial limitations, flyers can be made to fit into almost any budget.
  • Get a Sampling of the Marketing Field
    If you’re going to jump into something you want to know exactly what you’re going to be getting into, right?
  • The Location is the Key
    I can recall the number of times I’ve been someplace I regularly frequent, and I see a poster up on the wall some company put up there.
  • The Balance of Art and Information
    Posters can often seem like a delicate balancing act if you want to get the most you can out of them.
  • The Unique Touch to Marketing a Service
    Product marketing is one of the more simplistic types of marketing you could hope for. I know there are a number of finer points to consider, and ways to do it exceptionally well, but the truth still remains that the product is what will ultimately sells a customer on whether or not they’re going to buy.
  • The Necessary Dialogue
    One of the biggest misconceptions I’ve come across in the field of marketing is the notion that advertising is a one way form of communication. If you give this notion careful consideration, though, I think you’ll agree with me that this is a faulty idea and one that can only hinder your ad campaigns. Advertising is more than just making a blind pitch to a silent, faceless customer.
  • Catalog Printing for a Low Budget
    Anyone who has ever produced catalogs knows what a major task and expense it can be. Costs can begin to go up easily if you are faced with a decision that needs to be made quickly. Avoid an escalating budget by planning ahead of time ways to cut costs yet retain professional catalog printing results.
  • The Benefits of Loyalty
    Loyalty comes with very important benefits.

    No matter what industry you’re in you’ll notice that people who are loyal to a company are people who get better deals, better information, and an all around better relationship with the companies they do business with.
  • Basic Terms for Color Printing
    There are many resources for learning how to use color in posters, brochures, or any other type of marketing materials. The only problem is that these resources cannot help you if you do not know the terms. Below are some of the most common color printing terms you need to know.
  • How to Print Business Cards
    So you’ve got your new business up and running, the customers are starting to call, but you really need some basic marketing tools, such as business cards, that you can give away to customers. You’re busy running a business, so you just want to print business cards and get it over with fast.
  • Create an Eye-Catching Hook for Your Print Ads
    When people see a print ad, they usually take two seconds to evaluate it before they decide whether they’re interested in learning more. This means you need to create a great hook to pull people in to your ad. The best way to hook people is with a great image.
  • Digital Design to Print Design Challenges
    Colors display on computer monitors very differently than they display on paper. But color printing is vital for businesses of all sizes in today’s competitive market. With the importance of branding and corporate identities, translating your logos and color schemes accurately from digital design to print design can be a significant challenge.
  • The Challenge of Being Consistent
    There are two conflicting yet completely true pieces of advice many companies have to be aware of: always be prepared to update your image, and be consistent.
  • Know What Questions to Ask
    Question are always good at getting people into your advertisements, but only if you ask the right kind of question, and to do that you need to know what types of questions there are.
  • The Mark of a Quality Brochure
    No one wants to spend the money you need to design, format, write, and have a batch of commercial printing done for brochures, just to see people never bother to pick them up and read them.
  • Trust and Testimonials Go Hand in Hand
    The chief goal of any company is to get people to trust them. When I go into a store and buy something I’m trusting that they’re the best person for me to buy from. For some businesses this is easier to come by, because the kind of trust you need is different.
  • Increase Your Sales by Narrowing Your Scope
    Some people seem to think that you need to target the largest pool of people possible to have the greatest success with your business. Sure you’ll be spending more money on those massive commercial printing orders, but you’ll be able to send out postcards or brochures to so many people of course you’ll gain more business because of it.
  • Color Printing on Colored Paper
    When you design a brochure or other marketing piece with color printing in mind, you usually don’t think much about the background of the paper, right? You’ve probably assumed you’ll be using white or an off-white color to best show your colors. When you print on white paper, you know what you’re going to get. But white paper stock is not always the best choice.
  • How to Make Testimonials Shine
    The question here isn’t whether or not testimonials work. Almost nothing else can improve any form of commercial printing as much as the testimonial. Here is someone’s word explaining to people how satisfied they were by your company, and hearing a compliment from a neutral party is always going to look better than listening to a company compliment themselves.
  • Knowing the Limits on Ad Designs
    The advice on design I’m about to give applies to any kind of advertisements, no matter what style it is. It doesn’t matter if you prefer brochures, the simple business card, or a large poster as the centerpiece of your commercial printing, there are still common design elements that all of these greatly varying forms of advertising share.
  • Ways to Dodge Costly Printing Mistakes
    No matter what kind of advertisement you plan on doing, the process of designing the ad, getting the color printing taken care of, and the final product sent out to the public can be a long journey fraught with potential for mistakes.
  • Know about the Commercial Printing Guide
    When you want to print brochures, flyers and other marketing materials, you might think it’s best to try to save money by printing them yourself.
  • Improve Your Presentation
    The sales presentation can be the backbone of a strong marketing push, and can do wonders to help push sales, but a presentation isn’t always the easiest thing to do successfully. You have to really engage people and send out a strong message people want to listen to.
  • How to Implement Your Marketing Strategies
    Researching the latest and greatest ways to implement effective marketing strategies is usually not the problem when it comes to failed marketing campaigns. The actual implementation itself is generally what holds people up.
  • Marketing in Your Free Time
    You might have the weekend off, but that isn’t any reason to stop promoting your business. A small business owner is going to eventually come to realize that if you really want to get your sales going you’re going to have to embrace your marketing a lot more than most companies.
  • Rules of Color in Print Design
    Researching the latest and greatest ways to implement effective marketing strategies is usually not the problem when it comes to failed marketing campaigns. The actual implementation itself is generally what holds people up.
  • Updating Your Image
    Ever sat around with some friends and gone over what was popular back when you were younger? Depending on your age you might go over the tie-dye, laid back look of the sixties, the bellbottom, platform shoes look of the seventies, or maybe the techno, wildly colored hair and shoulder pads of the eighties.
  • Look to the Future
    Marketing isn’t really about what’s going on in the moment. A truly effective form of marketing is going to be focused far more on the future than what is right in front of you at this moment. Your color printing should be done with the future in mind and how this is going to affect you in the long run.
  • Research is Only as Good as How You Use It
    Any worthwhile company is going to know that they need to do a lot of research if they want to stay around for long. When it comes to the products you make, improving the products that you currently have, the commercial printing you focus on with your advertising, and the areas that you concentrate your marketing, you need to know what people think.
  • Do Not Let the Competition Scare You Away
    Even if you don’t know much of anything about video games I’m guessing you’ve probably at least heard in passing the name World of Warcaft. The level of success this game has managed to achieve is something that has drawn a lot of attention of the years.
  • Keep Up With Your In-Store Marketing
    A very important and effective form of marketing is the in-store marketing. This extends to everything within your store that will encourage people to buy something. Whether this is using color printing to put up some banners directly advertising a product, or specifically positioning certain end caps to best display a new product, it is all designed to get people interesting in buying.
  • Are You a Specialist?
    The temptation is always there to get into as many parts of the marketplace as you can. All that business is out there waiting for you to snap it up if you make sure your company performs as many functions as possible.
  • 5 Ways to Enhance Your Brochures
    Many business owners fret every time they turn over their brochure printing project to get printed. They worry about whether they designed the brochure right, or whether they used enough images. They are concerned about how the pictures and fonts will look on the finished products.
  • Color Trends for 2008
    Designers should always know what colors are popular – and which are about to become popular. Color permeates every aspect of a designer’s life. Every brochure, logo, and website that a designer works on must have the right colors, used in the right ways. Without a firm knowledge of the current trends in color, a designer can quickly be placed on the back burner of the design world.
  • Developing Your Sales Message
    No matter how good your advertising materials are, you still need to have a personal message that you can convey to customers. There is still no better way to make a sale than with some good old fashioned conversation. Brochures and fancy ads alone will not cut it.
  • Use the Right Words to Get a Better Response
    So you have got a great medium to reach your audience. Your ad has all the graphics spiffed up to attract attention and you have a great eye-catching photo. You know people are looking at it. But no one is responding. What’s going on?
  • Making Your Letterhead Look Good
    When a small business owner thinks of the essential items that they need, many of them forget about the letterhead. Others simply overlook the importance of the letterhead. But a company’s letterhead is truly an essential piece to their business identity. It sets the stage for everything else that follows.
  • A Bird In Hand
    Are you spending thousands of dollars on print marketing and just not getting the results you expected? It may be a flaw in your design or it may be the result of a misstep in your initial planning.
  • Copy Critical in Ad Campaign
    Most people assume that effective advertising is based on the actual size of the advertisement and its flashiness. While these do help get your ad noticed, the actual copy and words that make up an ad are critical.
  • Give Them Something New
    People like things they know and understand. People like shopping at companies that have proven themselves to be worth their time. This is a safety net most shoppers will gravitate towards if they’re able to. Why take a chance with a company you’ve never dealt with if you know that the company you’re currently shopping at does everything you want it to?
  • Creative Business Card Ideas
    Sometimes a plain white business card just won’t do. If you are in a creative field, like art, you can be more adventurous with your business card design. You would expect a graphic design business card to be more creative than a lawyer business card.
  • Let Your Personality Shine Through
    For the small business owner, every little thing is going to count.

    You have to be aware of every opportunity for effectively marketing yourself and your company. If you don’t have the budget for the huge marketing campaigns it makes the little forms of marketing even more important.
  • Beyond the Fad
    Brochures are an old standby of print advertising and color printing. They’ve endured the test of time, but sometimes they get overlooked in the rush to hop on the latest marketing bandwagon. Some will say that brochures just aren’t as hip and sexy as their online oriented alternatives.
  • Planning Things a Year at a Time
    Too many companies focus on only the here and now. When it comes to their commercial color printing, they decide what they are going to do in the next month and that is all they have on their plate.
  • When Your Marketing Campaign Isn’t Working
    There are a few tell-tale statements that company executives make when their marketing campaign isn’t working or when they’re losing business. If you have found yourself or anyone at your company vocalizing thoughts similar to the following, immediately evaluate your marketing campaign. If you don’t change course, your company could be in trouble.
  • What Does Your Marketing Design Say About You?
    Your marketing materials are a reflection of your company and your products. Every choice that you make in designing your marketing materials, from the color scheme to your font choices tell your clients who you are. However, do you know who you are? Do you know what image you are portraying to your clients? What is your design telling your potential clients?
  • Five Ways to Better Market to Women
    Although women are not always the shoppers of the house in the 21st century, they still do the majority of consumer spending in America. Every company should know how to target its product to women. Not doing so would be a monumental mistake.
  • Helping Others Can Truly Help Your Company
    Early August is almost here and the anticipation of the upcoming Olympic Games in Beijing is steadily increasing. As hopeful spectator’s eyes turn expectantly toward China, their eyes will also be taking in the ads of the Olympic corporate sponsors.
  • Avoid These Missteps in Your Ads
    Today's small business owner has many avenues to get the word out about their product. Tried and true techniques like utilizing color printing for targeted direct mail campaigns are still quite popular.
  • How to License an Idea
    Maybe you are the creative type that comes up with great ideas, but you do not have a clue on how to run a business. Alternatively, maybe you would just rather think of great ideas than implement them. Either way, licensing your idea is a great method to be paid for your invention ideas.
  • The Attention Grabbing Ads
    When you are flipping through a magazine how much attention, do you usually give to an advertisement? Quite often while I’m looking at a magazine I’ll just flip right past the pages with the ad, giving it only a second or so of my attention, if that.
  • Keeping a Professional Attitude in Your Career
    I am a full-time freelance writer, and I take my work very seriously. However, it took a while before I learned how important it is to remain professional, even though my “job” is quite informal.
  • Making Your Business Card
    Business cards are an essential part of every businessperson’s arsenal. You have to have a business card ready to hand to anyone who might be a potential customer. Ideally, each business card will bring you an extra sale (or ten). However, that will only happen if your business card is effective, and it can only be effective if you make it better than the zillions of others out there.
  • The Importance of Databases
    It can seem so technical. Only large companies are going to have extensive databases about all of their sales along with any other information they feel like keeping track of.
  • How to Be Unbiased in Brand Planning
    When it comes to advertising your business, you have to set your personal preferences aside in order to make decisions that are right for your business. Although in some ways your personality is a reflection of your business, you do not want to make it so overwhelming that your advertising campaign fails to bring the results you expect.
  • The Right Way to Build Up your Small Business
    Large conglomerates have similarly large advertising budgets allowing forays into all sorts of marketing avenues. Small businesses do not have such luxuries. They must make every advertising dollar count. There are some universal rules, which apply to all small businesses attempting to maximize their advertising ROI.
  • How to Market Your Breakthrough Products
    So you have invented a breakthrough new mousetrap. After years of toil your efforts finally have paid off with that great invention. Obviously, it is a proverbial mousetrap. It can be a new software application, gadget or any other new innovation. Now that you have your patent it seems like the hard work is over, right? Wrong.
  • Make Your Brochures Effective
    Why spend the money on something unless you know it is going to be a success?

    Brochures are a form of advertising that can be particularly time consuming. Beyond just the costs, taking care of the designs, writing, layout, and pictures, along with all sorts of other details lends to a very time hungry advertisement. Because of the time invested, you want to make sure that the final product is the best it can possibly be.
  • Getting Into the Market
    One of the biggest jobs for the new business owner is getting your name out on the marketplace. Given how full of other businesses and competition the market will be, you need to take the necessary steps to know exactly what goes into a great entrance.
  • Organize Your Business Cards
    Most companies are going to put a lot of thought into their business card printing. They will spend their time looking over different designs that create just the right image for them. They will get their color business cards and eagerly hand them out to everyone else in an effort to get more business, but one thing they will also be doing is collecting other people’s business cards at the same time.
  • 3 Offline Advertising Techniques That Work
    Many marketers these days have changed their focus from offline marketing to online marketing. But leaving offline opportunities is a big mistake. Offline marketing strategies are generally more personal, and if you’re more personal with people, they’ll feel like they know you and will be more apt to buy your products or services.
  • Bring Your Company to Life with Color
    Your Company Has A Personality All Its Own

    Just as with people, each company has its own personality. Some companies are exciting, whereas others are boring. From your web site to the logo on your physical color printing, each aspect of your marketing strategy contributes to formulation of the corporate personality.
  • Original Advertising Draws in Customers
    If traditional advertising techniques aren’t getting the responses or business you want, you may need to think more originally. Try to come up with ideas that no one in your area has done. Try using color printing techniques that no one in your area or product industry has used.
  • Find the Right Balance in Logo Creation
    In a business, logo creation is as crucial as setting up a business plan. It is not as easy as going to a designer and having him create a cool, modern symbol with a ripped off tagline. Unfortunately, it goes beyond “cool”. It goes beyond what you think is the hype. Instead, it requires a deeper understanding of your business, how it can be best represented, the overall impression it leaves on its viewers and if it is sticky enough to be retained in the minds of your market.
  • Who Said the Only Thing Free Is Advice?
    An old business teacher of mine (names have been removed to protect the innocent) told me that holding sales and discounting product wasn’t a method of acquiring new customers, it was a method of getting rid of old inventory.
  • The Language of Printing
    Every kind of business is going to have technical terms. I am sure you know people who are in one industry or another and periodically pull out those terms you have never heard before. The less you have to deal with the inner workings of the industry the less you need to know about it, so not understanding those technical words is not particularly important.
  • Understanding the Printing Process
    Do you know what dye-sublimation is and what impact it has on your commercial color printing? When you are going to be printing a catalog along with some flyers, are you aware of what kind of printing process is best for these different kinds of advertisements?
  • How to Break through Your Customer’s Doubts
    Expert marketers and sales people know that product resistance is often part and parcel of selling your products and services. It may be because of a particular concern on the product that’s preventing your prospective customers to buy from you. Or it may also be that they’re hesitant on how effective it can be to their situation.
  • Breaking Free from Using Clichés
    Bear with me for a moment, and read the following four lines. Then I will get to the point of this article.
  • Creating Brochures That Speak For You
    Many times, when potential clients look at your brochure, they do not know you very well. This is their first impression of your company and your products or services. They are looking for information on how you can help them. Therefore, your business brochures should speak for you.
  • How to Market Your Small Business
    The first step to small business marketing is to identify and exploit the differences between you and your competitors. Once you do that, you need to communicate these differences and the benefits of customers choosing you over the competition with your marketing materials.
  • How to Set the Price for your Design Services
    One of the most difficult questions for a graphic designer to answer is, “How much will it cost to design my logo?” It is hard to answer because, usually, the designer has no idea how much to charge. How much is the ability to design an attractive and impressive logo worth? Is there really a way to quantify it?
  • Where is Your Marketing Attention Focused?
    Not every product is meant for everyone. I know many companies are tempted to try to target as many people as possible in order to maximize profits, but they are probably going to get closer to maximizing the cost of marketing than anything else.
  • Basic Information about Printing
    Most businesspeople do not know much about the fine art of printing. They simple design their advertising literature, and send it off to their commercial printer, where they will work their magic and produce the amazing results. However, it is a good idea to get a good grasp of the basics of printing, because doing so can help you make better designs for your marketing materials.
  • Designing Your Company’s Success
    Developing brand identity is a vital part of succeeding in the business world. Your goal, of course, is to generate an identity that is instantly recognizable to customers, and leads them to investigate your company to fill their needs.
  • How to Do Empathetic Designing
    Let us say you are a designer. Your task is to create the designs for a postcard marketing strategy that is going to involve direct mailing. You consider yourself an expert in the field. You think you know exactly what people want.
  • The Complicated Process of Graphic Design
    If you think a graphic designer simply sits down, draws up an image on his computer, and emails it right out to whoever they’re working for, there’s a lot more for you to learn. Logos are simple, right? Most of them are very basic, easy to understand designs. How long could they possibly take to make?
  • Using Different Kinds of Promotions and Giveaways
    Small businesses, which usually have limited advertising budgets, often resort to unconventional methods to promote themselves. Two of the most common types of “small business” methods are cross promotions and freebies, or giveaways. Let’s take a look at each, along with some pros and cons.
  • Managing Your Costs
    Even the most simplistic of looking advertisements will have had a lot of thought put into it. The well-done ads, even what appears to be a basic design, are made that way for a very specific reason.
  • Building a Working Relationship with Your Printer
    The world of business can be broken down into relationships. Ultimately, it comes down to the relationship between a customer and the business providing a product or service. Within each business, are even more relationships.
  • Old Wisdom: You Have to Spend Money to Make Money
    I know it isn’t always the easiest thing to do, especially for a new business. You spend the money to buy/rent a building, and then you buy all your merchandise. After that you hire people to run the store, and you spend money on the marketing, on the supplies, just money on top of money on top of money.
  • Event Planning: Getting All Your Seats Filled
    Your company decides to hold a big event. You need to get fifty seats filled, hundred, or five hundred. You are given the task of getting those seats full of people, and so you sit down and start to strategize on how you can go about doing it.
  • Sending a Great First Impression to Customers
    If you are a salesperson, you are always seeking ways to sell more. If you are a businessperson, then you are a salesperson, no matter what your business is. You are selling your product or service, and so you should always be seeking ways to sell more.

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