Make Your Marketing Campaign a Success with a Color Brochure

3 Steps to keep in mind; the message, the design and the printing process.

STEP 1 Are you PRINTING the right Message?

A buyer-centric marketing model is an essential strategy in B2B direct mail marketing. Spending your time and money targeting your audience has always been the number one rule of marketing. Today, most buyers are shopping online and the paradigm shift is to a buyer driven market. Providing answers to difficult questions is made easy with market intelligence analytics. Where are my visitors coming from? What keywords did they use to get there? Are you creating efficient content? Where are my visitors abandoning my site? Why? How can I improve site interaction? Collecting website analytics information and mapping your message in your brochures and point of sale signage will help you convert missed opportunities.

STEP 2 It all starts with pictures and words: your brochure-printing layout.

Your brochures should have an effective headline that captures your reader’s attention and nothing replaces the attraction of pictures. Include images to support your brochure printing copy. Your brochure-printing elements should illuminate your message. Adding color to your promotional brochure will help your message POP. Although black ink on your brochure-printing project is neat and professional it lacks the pop you need to grab attention. There is an overwhelming response by people to print materials with color to emphasize their message, be it brochure printing, flyer printing, postcard printing, and even business card printing projects. That is why more and more business owners go for full color brochure printing. You also need to consider the paper for your brochure project, as well as the folding method to use. We would suggest a heavyweight, glossy stock text to create vibrant colors and a professional and upbeat appearance to your brochure-printing project. Card stock makes for a clumsy fold.

STEP 3 There are two choices for your brochure printing project: offset printing or digital printing.

Although both printing methods have the capacity to reproduce excellent quality brochures, offset printing is reserved for larger runs. The set up costs for offset brochure printing is more expensive, and are ideal for long runs.

Now that we have digital printing short run, full color brochure printing is affordable. Digital brochure printing allows you to reproduce print brochures in small volumes without the set up cost of offset printing. Digital printing is more suitable to test your message with your market or adapt your message with frequency.

About the Author: Thomas Miner is the founder of Bartleby Press, a printing service.

The efficiency of digital printing

So you think you can save money by printing your own flyers from home or on your business color copier? Are you spending your time wisely by printing business cards yourself? Are you the guy that gets free business cards online that has that advertisement on the back of your card that tells everyone you are so cheap that you get your business card printed free? And do you really expect people to spend money for your product after you hand them a free a card?

There is only one chance for a first impression. And we all should put our best impression forward.

Think about it. It probably costs you more money to do it your self than having a professional digital printing service do it for you. Just add up all the time you invest and the ink cartridge replacements and you will find you are better off finding a reliable printing firm to do it for you. At minimum it will look good and come out right the first time.

Most local printing services have digital printing as wells as off set printing. The short run quick turn-around color printing flyers, business cards or brochures of 2000 impressions or less is ideally suited for digital printing. It is more affordable than you can imagine. In most cases you can email a pdf and pick it up within hours or on your way to the tradeshow or presentation.

If you are looking for cost savings and your message is perfect for your market then I would suggest a long run of offset printing. The longer the run the less expensive color printing becomes with offset printing.

Whatever your needs are the old-fashioned customer service of an established printing service cannot be beat. At Bartleby Press we have customers that visit us once or twice a quarter and others many times during a month depending on their marketing needs. Save yourself time, money and the headache of producing your color printing by using a local printing service.

About the Author: Thomas Miner is president of Bartleby Press an Austin printing Service.

Improving the Way You Print Marketing Material

Ideas that help you with flexibility and convenience of a printing service.

The designing process. In most cases a team of experienced graphic designers can save you money and time so you can do what you do best—sell your product or service! On the other hand, mapping your message and targeting your brand may require extensive research.

If you do know your audience and have your message there are three approaches; Do it yourself, hire a graphic designer or ask your printing service. Today, most printing services have positioned themselves with designers to help customers who have small budgets to assemble flyers, post cards or a direct mail piece. It may be as simple as sending your document and ideas and a proof will be returned.

Getting price quotes or uploading files are offered 24/7. You can easily manage your project anytime and from anywhere. Whether you want to get brochures printed for your event in another state, or want some thing printed while you are on vacation, with a local printing services, distance is not an issue.

As much as you would like to think most of the communication regarding the design and printing takes place electronically online, verbal communication remains the ultimate confirmation that the job is on track and reduces costs due to miscommunication.

To learn more about how we can help you improve the way you print your marketing material through our Austin printing service visit Bartleby Press or call (we still answer the phone) 512/452-3413

About the Author: Thomas Miner is president of Bartleby Press an Austin printing Service.

Is Online Printing All what it is cracked up to be?

The so-called experts said Television would mark the decline of radio and Cable TV would topple broadcast TV, and desktop publishing would eliminate typesetting, the Internet would end print publications and digital printing replacing offset printing. Nonsense. If we listened to the “experts” the world would still be flat. All this chatter is demagoguery at its best.

As in each of those industries they have adapted to technological advancements. Not abandoning their industry but enhancing it as is the case with online printing service.

What is online printing? It is the instant price calculator with shipping prices.  In most cases it is an Internet service that brokers print. Most are not printing services but print brokers capitalizing on automation. Nothing more than a middle man. Sure there is a convenience of instant gratification but little difference between online printing and using your Austin Printing service like Bartleby press. It is all about customer service, a value less appreciated. Depending on your turnaround time pricing can double in print cost and shipping can range from $10 to $65 on a small order. Making most print project comparable to a local Austin printing service.

Simple economics are dictating that business’ downsize and out-source their printing service, whether digital printing or offset color printing. Many organizations and businesses are still waking up to the convenience of online printing services but they should not abandon their Austin printing service partnership. If your current printing service is not supporting online requests or stepping up their customer service then finding another partner like Bartleby Press is in order. Austin printing services that remain have adapted and learned that online service is part of the new wave of doing business.

These days, surviving printing services like Bartleby Press thrive and deliver your printed products as you sit in the convenience of your office or home. They understand the need for customer service for those times when you are in a real pickle.

As convenient and easy as the online printing service may be consider the alternative and continue to support your local Austin Printing service. It will benefit everyone in the long run.

About the Author: Thomas Miner is president of Bartleby Press an Austin printing Service.

How do we spend our time in the Media

There is no doubt that people are spending increasing amounts of time with digital media(the web and mobile devices) and decreasing amounts with traditional media ( newspapers, magazines, printing services and radio). The numbers prove it.

Media companies are doing the best job extracting and define this paradigm shift in communication. A digital media company is a business that is making money directly from the sale of online content or online advertising. Firms that mine their metrics are finding that there is a growing number in the way that people receive their message. Although all statistics are not publicly available and others sometimes skewed to demonstrate a point of view there is little doubt that digital ad sales are up and traditional media is decreasing.

Media companies are using a variety of sources, including comments executives have made to the press, research reports, and conversations with industry analysts. Most sources are first to admit that the list contains a fair amount of guesswork—informed guesswork but guesswork nonetheless.

It is meant to help re-think and initiate a deeper conversation about digital media and how you deliver your message to the public.

More traditional printed media, such as newspapers, phone books or TV are converting to a substantial presence online. That would suggest more people are using digital media to get their information.

Finally, Google is the most successful digital media company in the U.S. Supporting your printed message with an online presence is in your future.

About the Author: Thomas Miner is president of Bartleby Press an Austin printing Service. Source for this article is paidcontent.org

Digital Printing Services For Custom Pocket Folders

Sending out white papers and product information is a common practice for account executives and sales representatives. As a person on the receiving end of printed documentation from vendors my conundrum is how to store this information for easy access and reference. The answer—Pocket Folders.

Digital printing services can provide custom folders for an inexpensive price. It is not necessary to have that “tab“ because the pocket folder fits nicely in hanging folders and is large enough to access and hold all information neatly.

It is a great tool to create the best impression to your business partners. Future estimates and hard copies of contracts or formal letters are conveniently stored. Contact your favorite Austin printing service so you can design a customized printed folder that complements your message.

Folder printing can be done via digital printing, which is fast, easy to customize and inexpensive to produce. You can order as few as one or two folders on demand.

The advantage of digital printing is speed. Turn-around time, depending on your Austin printing service, can be in 24 hours or less as long as the file is ready to print. In-house graphic designers of print management services can do the layout for you—Thus, the importance of having a local printing service partner. If a partnership exists, call or email your request and a proof is sent shortly thereafter.

Did I mention digital printing is not expensive? You can print short runs of folders for much less than traditional methods. 

About the Author: Thomas Miner is president of Bartleby Press an Austin Printing Service.

Where do all the books go?

Where ever I travel I can’t help myself to look at printed products. My usual motivation is to search out a bookstore. Not the common chain like Barnes and Noble but the mom and pop variety. Believe it or not you can still find a jewel of the written word if you look hard enough. I stumble upon them many times. Usually they are located off the beaten path. If you enter and there is a musty smell in the air you hit jack pot. Dark walls  that dim any light is a special treat. A tiny cluttered bowel of printed pages. Books and magazines that someone found appealing with some long forgotten importance—a guide to building a bomb shelter comes to mind. How many volumes sold I wonder, and if they double as storm shelters.  

Most times I see rack cards in hotel lobbies for shows, brochures for museums, business cards for 2 for one special a kaleidoscope of color for entertaining activities. I reach out and grab a map for the double-decker city tour and browse the legend for points of interest.  Was it digitally printed? Offset printed? 

Post cards from 50 years ago of buildings still standing and others fallen in the march of time. I like buying and sending the old ones. Yellowed on the edges and out dated they send the same message; Thinking of you, wish you were here. A ragged edge of skyscrapers where there once was horizon. There is permanence in the printed word and picture. 

 

Oh that reminds me I better back up my digital pictures and journal.

Online Advertising and Print advertising: the best of both worlds

The past adverse economic times and the potential growth from online advertising dictate our need for expansion in the electronic world. It has us all scrambling for new ideas. Unfortunately, some businesses are blinded by the need for growth that they forget what built their brand in the first place. Consider this. The majority of the businesses are modestly sized, under $1 million and more precisely under $500,00 in revenue and for the most part restricted to a geographical area. The idea that you could become global is exciting. The reality is can you really compete with a business two thousand miles away when that customer could get the same product across town?

Finding what makes your business remarkable is the key to your success. If you are able to map that message and support it with metrics to proof your value then and only then will your print advertising have the effect that you want. Your website is the tool of choice to find out what people need from you. Capture those metrics and you are a step ahead of your competition.

Your presence online is a necessity. It is the new “yellow pages.” It renders legitimacy to your business. It provides far more information than a flyer or brochure. It gives insight and references that are otherwise left to more traditional means of advertising. Every business has to have a website. Even better, if you can order products online. But there are some essentials every business must have. The essentials include old-fashioned networking and point-of-sale print advertising: brochures, flyers, and the quintessential business card. Printing services can give one of the most substantial boosts to your company's sales.

What comes across as definitive conclusions that print advertising is available at very moderate prices and is also fast becoming an indispensable tool of promotion. Partner with your local printing service is a valuable resource. The most notable features of this relationship for your print advertising are quick turn-around, archiving of files and a print management out-sourcing service that saves you money. The very ease, with which you can avail print services, has never been this appealing.

About the Author: Thomas Miner is the founder of Bartleby Press, a quality printing service.

Frequently Asked Questions About the Printing Process

How does the quality of digital print compare to offset?  
The assets of digital printing are not the image quality as much as it is the quick turn-around. Image quality, color and toner (ink) coverage are comparable to traditional offset printing but digital printing can deliver in a pinch and quickly. Not to say that digital printing will ever replace offset printing but it has already captured the short-run quick turn-around market. On the other hand, offset printing is the workhorse of the industry and will continue to deliver the larger runs. 

Can you print from camera ready artwork? 
In most cases, yes. However, the conversion from RGB and your computer is a world apart from CMYK and the plate process, even with digital printing. That is a good reason to have a relationship with a printing service that can advise you on correcting your files or can take care of that for you.

Can you match my color exactly?  
Offset printing is more exact than digital. Tweeking colors on your computer can complicate the exact match of color. The digital printing process is designed for CMYK inks and some Pantone colors are often difficult to match in a CMYK environment.

Can you print RGB? No. RGB are not standard printing colors. 
 
What paper can run on your presses? 
Most of your paper selections are compatible with the exception of heavy card stocks. It is always a good idea to check with your printing service.
 
Can I proof my files before going to press? 
Absolutely. Digital printing images are exact. Keep in mind that unless you have a press check for offset printing most proofs will fall within minuscule percentages of the finish product. Press check requires you standing in the press room when the sheets come off the press. This is an expensive additional cost.

What size files can we e-mail? 
Compressed files using a utility such as StuffIt, PCZip, or other compression software and email is standard. If it is a large project you will have to use a FTP. 

What do you need besides the document in a file?
If the file is a PDF, nothing. Make sure all your fonts are embedded and the graphic files are linked and there should be no problem. It is always a good idea to send the file in the application it was built in along with all fonts and graphics. It will help the printer and expedite the project if there are any last minute corrections or adjustments. 

What's the best way to save images? 
300 dpi tiffs and exact sizing and cropping of images are recommended to produce the highest quality printing. 

What file formats do you recommend for printing? 
We can accept any number of page layout files. We do prefer Indesign files.

About the Author: Thomas Miner is the owner of Bartleby Press, a quality printing service.

A simple guide of what to look for before you hire a printing firm

Are all Print Services the Same?

Many factors to consider above pricing is the print management service they offer. Why? Because this is all about quality and will ensure that your project goes as planned. Not all printing services check the quality status of your project from the moment they received your order, through the printing process and up to delivery of your finished product. A mass volume printing service not unlike some of the cut-rate web sources have this dedication in providing the best service to your clients. That is why you should always look for a local printing service one that has a quality control process.

Contacting a Print firm

You and the representative of the printing company will discuss your project in detail. Having a spec sheet of the materials needed to complete your project including the deadline is ideal to get an apples-to-apples quote and your exact expectations of the finished product.

Getting the Quote

The quote should be as detailed as possible to get an accurate cost to get your project completed. Every material and process to be used should be indicated.

Awarding the Job

Most firms will ask for money down with a new client and that amount varies with firms. Standard is 50%. Once you accept the quote and sign it is a binding form between you and the printing company.

Providing the Artwork
Checking your files is a critical part of any print management service. The printer should thoroughly check your art files and make sure that the file is of high quality for reproduction in the printing process. They should call and give you a detailed report and perhaps even offer you suggestions and services to ensure the quality of your project.

The Proof
The printer proceeds with pre-flight of your project and will send a high-resolution proof either a physical or in PDF. The latter is a good option especially if you need to view it quickly and you are currently out of your office or home. If color is critical a hard proof is better.

Print Production

This is the actual printing process and where the highest form of quality checking will be done and matched against your proof.  Folding, scoring and all finishing work is completed.

The Delivery
When the finished product is ready the printing service will pack it properly and or store it in a safe place for future delivery.

A good rule is to ask the printing firm about their quality checking procedures. Hiring a local printer with a quality control process is best and avoids the pitfalls of an online printing.

About the Author: Thomas Miner is the owner of Bartleby Press, a quality printing service.

Outsource Brochure Printing To Save Time and Money

We live in a world of convenience and taking shortcuts can cost your business in the long run. Searching the web for an online printer is a great way, and perhaps the only way, to find a good quality printer to provide brochures for you. It can save you time and money if …you are adept at creating print files for the press.

Once you find an online brochure printing service you can begin to build a relationship with your printing service. More and more businesses outsource printing services to cut down on overhead, free up staff to take care of other vital tasks, and take the worry out of completing the project.

Concentrate on mapping your message with your brochures and leave the rest to the your printing service. At Bartelby Press we can provide you with professional brochures at affordable prices, design the brochures and come up with a creative layout. A good deal of money can be saved: no need to hire an in-house designer, spend money on printing equipment and paper stock

You can find online printing companies by searching for “printing services Austin” and look for BartlebyPress.com


About the Author: Thomas Miner is the owner of Bartleby Press, a printing firm.

Your First Impression is Your Last Impression

Presenting a good brochure may not close the deal but it can greatly improve your chances and leave a sustainable impression. Creating a good image when it comes to the use of printed material requires effort and finding a good printing service.

Begin by defining your image. Do you have photos collected and copy written? Do you have your specific colors picked out? Are you working in RGB or CMYK? Do you have corporate guidelines to follow? Do you know the finished size? Number of folds? If so, gather all required copy, logos, design requirements and PMS colors.

Computers have made creating brochures easy but knowing how to set margins, build gutters, sizing for bleeds, allow for cuts and folds requires skill and expertise. Purchasing a design program is expensive and if you are not in the business of marketing your time may be better spent on hiring a graphic designer and directing them. In most cases, a good printing service will offer solutions to make sure it is done correctly. If the piece is not complicated it can be done quickly and easily and worth every penny spent allowing you to do what you do best…sell your product and services.

When selecting your printing service ask about their capabilities. Are they short-run or long run? Do they have digital printing for quick turn-around? Or can they deliver variable data? Provide mailing lists? Direct mail services? Do they provide these services or sub-contract out? Examining the product requirements is crucial and the more questions you have answered the better you brochure will look and your chances of getting an accurate quote improved. Communicating with the providers either by visiting, calling or emailing is necessary. They can be a valuable resource for you.

Finding a good printing service may be a lengthy and time consuming process, but it is worth the effort. If they are a quality service you have just made a good friend. Besides no one likes to do business with people they don’t like or don't help you grow your business.

About the Author: Thomas Miner is the owner of Bartleby Press, a quality printing service.

Back In The Day...

I can remember when MacIntosh computers were released in January of 1984, with 128K RAM of memory. It changed my life forever. When I opened Bartleby Press in 1986 it was a business in name only but that tiny screen computer revolutionized the print industry. I began by typesetting for a franchise print firm that used linotronic processing for their typesetting. For those of you under thirty it might as well as been as old as setting lead. The process for typesetting copy was either positive or negative. Positive is a photographic print that was then sent to a layout artist who cut and pasted (literally) copy in a format that was sent to a plate maker. The exposed press plates were made of paper and used on the press to create impressions. Consider the time and precision of labor needed to line up copy with a rule! With the MacIntosh typesetting was fast, accurate and inexpensive. I still employ an Eskofat camera for paper plates and will until it breaks and I cannot find replacement parts but the rubber cement, exacto knife and rules have all but disappeared in the art room. The art tables are reserved for piles of paper or a coffee stand.
I still have my Mac 512 and it works although I have not turned it on in years. It sits in the pressroom on a shelve in plain view. When I walk by the RipIt (computer to plate system), the digital press and the offset presses  I am astounded at our progress in the print world and the continued success of the printed word in the Internet age.
About the Author:
Thomas Miner is the founder of Bartleby Press, a printing firm.

Mapping a Message for Your Marketing Campaign

1. Do you know your Market?

Once you have defined your target audience your focus is and should be on customer pain points. Verifying and collecting that information is a difficult task that requires expertise and funding but for the small business you can begin by analyzing your own database. Knowing your current customer demographics is a good start: Their age range, male or female, education level, geographic location, what are their common pain points can you solve, as well as how they prefer to buy. This information will help you shape your marketing message.

2. Do you know where to find your market?
Find publications, clubs, associations, websites, conventions and other traditional networking events that serve the market. Evaluate your social media and connect/network much the same as you would in a room full of people.

3. Do you have a position statement?
Have a position statement that is succinct and to the point. Most important, be able to describe your business in short phrasing that rolls off you tongue without a second thought.

4. Do you have a call to action?
Solve a real problem. Meet a basic need. Repeat the benefits you provide for the price.

5. Define the offer in terms of benefits and assets.

Assets are what your service brings to the table or your product value. They refer to tangible aspects of your product like availability, delivery options, and your level of service.

Benefits are what your product or service offers that fulfill your customer’s needs. That which removes his pain point. They connect your product or service with value/emotion and the bottom line.

6. Do you have a system in place that will connect your marketing to sales?
Individual marketing pieces should be considered only a part of a larger plan that will lead your prospects to becoming customers. Begin by creating a plan so you know how all the pieces fit together to help your customer make the journey from prospect to paying customer. You may have to hire a 3^rd party that can be objective and hand you an executive brief outlining a plan of action.

Drive prospects from one marketing arena to another — from your traditional introductions to your social media network—e-mail newsletter to your website and your Facebook page, LinkedIn, Twitter and such. Weave your message and keep them engaged no matter where they interact with your company.

About the Author: Thomas Miner is the founder of Bartleby Press, a printing communication service.

Best Business Practices A Holistic Approach to Increase Sales

With all the down sizing of companies most of us find ourselves taking on more responsibility. And with that responsibility, there is little time for being completely thorough in one job. It is commonplace for a manager to oversee multiple departments.

Finding business partners that provide more service are likely to gain a larger share of business. For instance, at Bartleby Press, we are more than a printing service. We are becoming marketers for Demand Gen–a resource that archives and maintains files for easy retrieval. We are a copywriter, editor and proofreader; A designer, data base manager–whatever it takes to create a pipeline to automating your marketing collateral and solving business pain points. In short, customer service is becoming a commodity.

About the Author: Thomas Miner is President of Bartleby Press

Write Powerful Church Bulletin Articles That Parishioners Will Read

How many phone calls have you received asking what times are Mass? Registration for Religious Ed classes? And all the information was in your Sunday bulletin!

A powerful written message can tell a story, report news, or help a cause. Smart writers know that great writing can get your message read. Writing takes time, and some skill, which catapults visibility of the message and drives results. Remember there is little room for long drawn out explanations of your cause. Reduce the basics of your message down to one sentence that answers the 5W’s of reporting – who, what, when, where and why. To get the results you want, follow these 4 steps.

Have a great headline
You only have a few seconds to grab a reader’s attention, so be sure to craft a headline. Lead with a concept, not your ministry name — your audience probably knows about your ministry, but they do care about finding a good story. Lead with a compelling concept to draw them in. Be creative — don’t confine yourself to the headlines you see create a headline that stands out. Test — test your headlines just like you would any other content. Find the headline that grabs attention and makes the reader want to learn more.

Avoid jargon

When writing bulletin copy remember to minimize technical jargon. Although relevant for some cases, jargon may confuse your audience and turn them off to your message. To engage new readers who may not be knowledgeable, write for a broader audience and increase the likelihood the content is shared. Keep it simple, and offer explanatory resources like your web page, contact name and phone number.

Provide resources
We don’t live in a one-dimensional world, and your bulletin shouldn’t look one-dimensional either. Provide added value to your bulletin article by including photos, links to source material and any other in-depth resources, giving your readers the assets they need to fully understand the news you’re providing them. Remember, we live in a digital world, so be sure these resources are web-ready and in the correct formats for web publication. The easier you make it for a parishioner/reader, the more likely they are to pick up on your message. 



Proofread
Errors in grammar and spelling can take away from your overall message. Write your bulletin article in word processing document instead of a text file or online submission form. When you’ve got it drafted, print it out and proofread your writing. Correct and rewrite, then proofread again.

Keep your audience in mind when creating your bulletin article and stick to these 4 tips. When you put the thought and time into creating a truly killer bulletin article, you’ll find it can gain readership to your bulletin and help promote your message.

About the Author: Thomas Miner is the founder of Bartleby Press, a church bulletin printing service. 

When is it best to use Digital Printing

Offset printing is the most common method of high volume printing while digital printing is gaining momentum as an important short run print method. It saves time, there is little variation in the print process, and it can print in hours. You can also add variable data printing to personalize your direct mail without slowing down the printing process.

Digital printing can be less expensive for small businesses that prefer a small print run as there is very little set up cost involved. Therefore if you want small quantities of business cards or flyers, brochures and promotional products you may be best served by opting for digital print. If you need large quantities of high-quality print, offset printing offers the better solution.

If you want to find out more about printing services contact Thomas Miner at Bartlebpress.com