Turn Eye Appeal Into Buy Appeal Ebook

Turn Eye Appeal Into Buy Appeal

STOP: If your brochures and flyers are bringing you all the business you want, then you don't need to keep reading.
Don't even waste your time.

"In Less Than A Day, You Can Have Professionally- Designed Brochures, Flyers, Business Cards and More Bringing You an AVALANCHE of New Leads, Clients, Customers and Sales!"

So what if you've never even designed a homemade birthday card! You can make sizzling, dazzling, creative marketing pieces with this step-by-step system!

Dear Colleague,

Here's a typical day in the life of a business owner. You wake up before dawn, and the house is dark and quiet. While waiting for your coffee to brew, you turn on the computer and throw on the first shirt you can find. You check your e-mail from home to see how your day is shaping up. You slam (gulp?) a cup of coffee before heading to the office in a car that's riding on empty. You get to the office and you wait for the phone to ring. And you wait...and you wait.

But how can this be? You just spent 3 weeks slaving over a hot computer to make a flyer to advertise the biggest sale you've ever had! And no one's calling? This is worse than being stood up for a date!

I've worked with a lot of different people in the 20+ years I've been in business. There's one small business owner that I'll never forget. Her name was Louise, and she ran a struggling consulting business for many years.

Louise was very hands-on. She did the payables and receivables, ordered supplies, organized her calendar, not to mention doing ALL the client work... you name it, she did it. And when she was having a sale or a special she would make her own flyers. It took up a lot of her time, but she didn't see why she should pay someone else to do what she could do for herself.

For some reason, she could never get her business to stay in the black for more than a few weeks at a time. So she looked for ways to cut corners instead of dealing with what was staring her straight in the face.

She was right at the crossroads that every business owner dreads - to shut her doors or give it one last hurrah. So one weekend she decided to go to a trade show - to try to make some business contacts and see if it was worth sticking it out. It was there that she finally saw the light.

Karen SaundersOne of the participants at the trade show was also running a similar consulting business. But at a very different level. So Louise stopped to talk to the guy. She had seen him a few years back at another show, but it was clear he was doing something right. He even told Louise that he was so busy he was turning business down! They exchanged some industry chitchat, and Louise checked out his packages. Nothing crazy, nothing extraordinary. Louise grabbed a few brochures and headed back to her own booth to try to figure out where she was going wrong. Then she looked at the brochures.

Every brochure fit together like a puzzle, tying all of the services back to the company and back to the logo. Speaking of which, the logo looked really slick - and it was on everything. The brochures, the business cards, even the flyer that was created just for the trade show.

The services were no better than Louise's. Truth be told, Louise had more options and had packaged her services better. But when she held her brochures up to her competitor's, she could see why her booth wasn't getting a lot of lookers. And why her competition was.

She made a decision that day. She was going to put as much effort into making top-notch marketing pieces as she did into the work she did for her clients. If her business were a bus, marketing would be the driver.

Presentation is everything.

I know the last thing a business owner wants is to appear like they're just starting out. But that's exactly what you do when your marketing pieces fall flat.

Homemade is great when it comes to cookies and cake! Not so much when you're talking about business cards and brochures.

Why should your customers choose to do business with you? They may never know.

Your business card or brochure may be the only thing your customers ever see of you. So how do you look? Professional and competent? Or like it took you 2 minutes to print those flyers on your Lexmark?

Would you want to do business with your company?

For many of you, it's not as easy as selling the best-looking widget on the block. You're selling yourself. If you are in a business where you need people to trust in your ability and your competence level, then you know about building relationships. And where do those relationships start? Well before they've ever met you - or spoken to you - or even seen your website! In fact, they won't even go to your website unless you give them a reason to.

And that's my job. I give you the tools you need to give people the reason to go there.

You want polished, professional-looking marketing materials that don't cost a mint to make. Is it possible?

YES!

And I know because I've done it.

APEX awardI started out just like you. And when I finally decided in 1990 to take the plunge and go into business for myself, I knew I had to do something to separate myself from the competition. With that goal in mind, I set out publishing numerous articles, both over the internet and in print - getting my name and designs in front of the public eye. In fact, I've won 24 awards for my book cover designs, including one that earned the 2005 Writer's Digest "Grand Prize" for the best self-published book in America! My book won the "Best of Show" and 1st Place in the "How To" category of the 2007 Colorado Independent Publishers Association EVVY Book Awards competition. It also won an 2006 APEX award, which stands for "Award for Publication Excellence." Of the 5000+ entries they received, why did they choose mine?

Better marketing, better ads, better eye appeal make for more sales = MORE MONEY!

Get the response you're looking for!

Who should buy this book?

If you are in business to make money, create a presence in your market, or create a marketing campaign for your company's new product or service, AND you are not a professional designer, this is your one-stop guide. Your virtual consultant. People will think you've contracted out when they see what you can do now.

Don't let this happen to you: you spend countless hours behind the computer, trying to paint a picture for prospective customers of how wonderful your product or service is. You then find you've spent a lot of money for printing a brochure that few of your prospective customers will even read. Because if it doesn't have that visual grab effect, they'll never know you exist.

See if any of these statements apply to your marketing pieces:

• You see people pick up your brochure, then put it right down
• Your brochures just look boring when compared to your competitor
• You're not getting results. AT ALL!

If these reactions sound familiar, don't worry. IT'S NOT YOUR FAULT.

Don't let them walk away unless they know what they're walking away from!

If you want to make memorable, sophisticated, dazzling marketing pieces that send your sales through the roof, read on...

I'm going to let you in on all the experience of my 25 years creating print media.

I'll show you...

• Proven techniques to appeal to your target audience
• How to keep your money in your pocket instead of paying high-end designers
• How to cut your production and prep time in half
• An easy method to turn every marketing project into a profit

And this is how...

I have packaged all of my best trade secrets in the book that will help you to

TURN EYE APPEAL INTO BUY APPEAL.

I'll take you through a 5-step process that will make designing and producing your next printed piece a breeze. Ready? Here we go:

Step 1:

• Learn how to organize your project like a pro
• Make a connect-the-dots, foolproof plan so you're virtually guaranteed to have a successful project
• Manage your deadline from finish to start so you never miss a deadline again
• Learn the keys to a successful budget (know EXACTLY what's it going to cost you BEFORE you even start a project)

Step 2:

• Find the top 3 trigger buttons to reach your target audience (so they can't help but buy your product or service)
• The recipe for sales - an interactive outline of text, graphics, and colors that will take your customers from "lookers" to "buyers"

Step 3:

• The marriage of text and graphics - otherwise known as page layout. Once thought best left to the professionals, but I'll put the power of the professionals in your hands. You'll walk away with a fantastic piece that will draw your customer to you like bees to honey!

Step 4:

• The number one editing mistake - and how to avoid it!
• What you need to do to eliminate typos and other uncomfortable mistakes (Or you could end up spending tons of money on something you're embarrassed to use.)

Step 5:

• The Pre-Flight Checklist that will save your project so you never have to worry about finding problems AFTER the fact
• Start the presses - how to know when your project is ready for printing (and when it isn't)
• Details, details - how to make sure what you want is what you get

Those are the nuts and bolts of designing a marketing piece. Now I'd like you to think about your last marketing project. Did it go as smoothly as it should have? Did you reach your target audience? Did the final product look like you thought it would?

Now think about your next marketing project. What if I told you that you could reach your target market more effectively and have a marketing theme that you could be proud of? Not just a brochure, but also an entire graphics theme that people associate with your business. And at the same time cut your production time in half.

The TURN EYE APPEAL INTO BUY APPEAL Table of Contents

• Good Marketing Requires Good Design (p. 9)
• 10 Questions to Answer Before Your Next Project (p. 10)
• 5-Step Workflow for Designing and Producing Your Printed Piece (p. 12)
• Make Visual Elements Memorable (p. 15)
• Branding: An Umbrella Concept You Can't Ignore (p. 16)
• What Makes a Good Logo Design? (p. 18)
• Checklist for Designing a Successful Logo (p. 20)
• Tagging the Best Tag Line for Your Business (p. 21)
• Building a Better Business Card (p. 23)
• Why Maintain a Consistent Visual Identity? (p. 25)
• Writing Persuasive Content And Making It Flow (p. 28)
• Think in the Prospect's Perspective (p. 29)
• Capturing Customers with Persuasive Words (p. 31)
• Marketing Writing That Gets Read (p. 34)
• How to Improve Your Proofreading Skills (p. 37)
• The Best Typography For Design And Readability (p. 39)
• Start with the ABC's (p. 40)
• Legibility and Readability of Fonts (p. 41)
• Choosing Fonts (p. 42)
• How to Match Your Font to Your Message (p. 43)
• Setting the Tone of Your Text with Kerning, Tracking, and Leading (p. 44)
• 9 Typesetting Tricks that Design Pros Use (p. 48)
• Shopping for Types of Fonts (p. 51)
• Laying Out Your Pages With Style (p. 53)
• 6 Elements that Make Your Design Effective (p. 54)
• The Magic of Working with Grids (p. 56)
• Working with Images to Enhance Your Layout (p. 58)
• Jazz Up Your Layouts with Pull Quotes (p. 60)
• A Checklist of Features that Add Eye Appeal (p. 62)
• Design Solutions For Specific Projects (p. 64)
• 10 Questions to Answer Before Designing Your Flyer (p. 65)
• What Makes a Flyer A "Must Have" Marketing Tool? (p. 66)
• A Client-Capturing Website Builds Your Brand and Your Bottom Line (p. 69)
• Creating Presentations That Wow Audiences (p. 71)
• Tips for Designing Book Covers and Inside Pages (p. 75)
• Working with Digital Imagery (p. 79)
• Learning to Work with Digital Photos (p. 80)
• What to Consider When Buying a Scanner (p. 84)
• How to Scan Photos at the Correct Resolution (p. 86)
• The Role Of Color In Your Design (p. 88)
• How Color Can Add "Zing" to Your Design (p. 89)
• Easy Ways to Select Harmonious Colors (p. 91)
• Unlocking the Symbolic Meaning of Color (p. 93)
• RGB and CMYK - Colorful but Different (p. 95)
• Making Monitor Colors Match Your Printed Piece (p. 97)
• Getting Graphics Files Ready To Print (p. 99)
• Proper File Formats for Internet and Print (p. 100)
• The Versatility of PDF files (p. 102)
• Checklist for Making Your Files Print-Ready (p. 104)
• Answers To Your Printing Questions (p. 106)
• What Should You consider When Choosing a Printer? (p. 107)
• What's the Difference Between a Digital and Offset Printer? (p. 109)
• How Can You Save Money on Color Printing? (p. 111)
• How Can You Maximize Two-Color Printing? (p. 113)
• What Paper Works Best? (p. 115)
• What Special Effects Will Add Flair to Your Print Job? (p. 119)
• What Kind of Folding Do You Need? (p. 121)
• What are Your Options for Binding? (p. 122)
• Resources (p. 125)
• What Comes Next (p. 126)
  

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