Would you like that poached or grilled …?
To those of you who loath them it must seem like there are more cookery programmes on TV than there are atoms in the universe. But love them or loath them they do carry an important message when it comes to print.
Don’t worry, I haven’t lost the plot because, it’s quite an important lesson.
Leaving aside their repetitive mantra of only using fresh local ingredients, the message which the top chefs espouse time and time again is the importance of keeping things simple. Because simple thing done well look good. And that’s the message which hit me over the head like a sledgehammer the other night because I don’t know how many times I’ve heard it, its never resonated so powerfully.
And the reason it did so was because simplicity is something marketers, graphic designers and printers all too often forget.
They come up with an idea, project or campaign and then they throw the kitchen sink at it. So much so that the poor reader is completely overwhelmed. And when that happens you’ve lost them and they’re on to the next big thing – and it almost certainly isn’t going to be yours.
The importance of distilling your message down to the very core of its essence and conveying that on your piece of print is a lesson well learned.
Remember, there are only a tiny handful of things your promotional matter has to achieve, and these are to:
- To attract the readers attention so that they pick it up and read it.
- To inspire them to take action
- To get in touch with you to buy or continue the discussion.
Everything else is superfluous – and that’s my message for this week.
I hope it’s been useful and if you’d like to bounce around ideas to help make your print more profitable please drop us a line on 01824 70 5800 or firstname.lastname@example.org and we’ll do our best to help.
That's all for this week.
Have fun and until next time …
Dedicated to making Your Print More Profitable by …
- Helping you get the job done faster and more efficiently
- With less downtime and reduced waste
- Making your business more effective
- Cutting through the jargon which drives us all mad