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Newsletter Printing – Features Show Your Products & Services in Action

Thursday, December 17th, 2009

Newsletter Printing – Features Show Your Products & Services in Action - 17th December 2009

Once new products and services have been announced, they lose their newsworthiness.” Feature articles allow you to reiterate your product and services by having other people talk about you.  They can also include news of everyday (or unusual) applications of your products.

Write in a feature style for articles on clients, case histories, unusual applications for products, educational information and inspirational stories of people. The feature style:

  • Captures and holds readers’ attention
  • Contains a good lead
  • Weaves interesting facts throughout the article
  • Develops and supports themes
  • Ends with a strong, memorable conclusion
  • Includes quotes from interviews
  • Often conclude with a quote

The style of features encourages promotional writing. In well written features, there is an initial point of contact that is sharp, quick and obvious. A light opening follows to grab the reader’s interest. This could be an incident, an anecdote or a conversation. Finally the bulk of the story includes a description and facts. The last paragraph usually concludes the article by repeating the theme. This style is the opposite of the inverted pyramid news style, in which the facts are presented first and there is no need for a summary.

When you write features, think of a strawberry packer. Tell the story with sustained interest. Place a layer of good berries on the top, but save the best berries for readers to see when they turn the basket upside down. Give almost as much importance to your last sentence as your lead. Words like “in summary,” signal to your reader that you are bored or the article has gone on too long and you don’t know how to stop it. Quotes work well for endings. Find one that has a sense of finality, its funny or adds a last surprise.

The hardest part of writing a feature is coming up with a theme and writing the conclusion. By remembering the strawberry packer, you’ll know to save an interesting tidbit for last. You’ll also use the tidbit to develop the theme for the article. Pack up your berries and come on down to the ranch to see how.

Top berries:

With a name like RBR Computer Ranch, you’d expect to find this dealer in the outskirts of Dallas or Houston, or at least somewhere west of the Rockies. Well, venture into the “cement ranch” of New York’s Manhattan and you’ll find RBR nestled on the 4th floor at Fifth Avenue and 20th street.

Why “Computer Ranch?” “You have to be different,” says Jose Ristorucci, president of RBR, “Look at Egghead Software; you remember their name before you’d remember Alpha Omega Software. We thought of Computer Zoo, but that was already taken”.

Bottom berries:

The technical knowledge and personal approach found at RBR sets them apart from the rest of the herd. “Every customer has a different need,” Ristorucci says. “They can come here or we will go to them. Some days we have five or six people in here being trained or looking at software packages.”

Ah, life is good down on the ranch.

It’s easier to find themes for some articles than others. For an article on a company that uses a computer product to design a flood control system, finding a theme was easy.

Top berries:

Reliability – Lives Depend On It

Sierra Misco is in the business of telling people that water runs downhill. The trick is to figure out how much water and when it’s going to get there. When you’re talking about the raging waters of China’s Yangtze and Yellow Rivers, that’s no small trick.

Bottom berries:

The systems have to be reliable – people’s lives depend on the performance of the equipment.

It’s important in an ongoing publication to avoid formula writing. For example, you wouldn’t want to start every customer feature with a question. Instead, look for ways to write feature stories in unusual ways. You’ll find that some subjects give you the opportunity to write truly unique pieces.

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We shut down for Xmas on the 23rd December 2009 and re-open for business on the 5th January 2010.

For more information on printing and graphic design please see some of our recent blog articles;

Print Buying Direct is the online division and a Trading Name of The Printing House Ltd. One of the UK’s leading quality printing companies for short run, long run and wide format colour printing. Based in Crewe, Cheshire, in the North West of England – delivering to customers across the UK and Ireland.

Also see our other websites

Main Site: www.theprintinghouseltd.co.uk

Buy Print Online: www.printbuyingdirect.co.uk -

Leaflet Printing, Brochure printing, Postcard printing, Appointment Card Printing, graphic design etc

Prospectus Print: www.schoolprospectus.info

Sports Book Print: www.golfclubcentenarybooks.co.uk

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Posted in Banners, Business Stationery, Calendars, Christmas Cards, Leaflets and Brochures, News, Newsletters, Postcards | 4 Comments »

Newsletter Printing – Naming your newsletter

Monday, November 16th, 2009

Newsletter Printing – Naming your newsletter – 16th November 2009

Once you’ve chosen a newsletter subject, you need to clearly tell your readers what it is- right in the name and tagline of your newsletter. This chapter covers the name game and helps you carefully consider the name you give your “baby.”

Noteworthy names

Your newsletter’s name should tell readers what kind of information it contains, to whom it’s addressed, and what your product, service or purpose it. The name should also include a tagline, or subtitle. Both get the job done.

Here are some tips:

  • Try to work in a benefit to your name
  • If you don’t have a benefit in the name, include it in the tagline
  • Put the newsletter’s subject in the name
  • Put the intended reader in the name or the tagline
  • Use words in the name and tagline that say “timely news”

For example, the name of a manufacturer’s newsletter, Retail Success, explains why retailers should read the publication.

The tagline is “The latest products news and sales ideas for retailers of home furnishings.”

Tips for Taglines

Not all newsletter names can include benefits. If you can’t get a benefit and targeted reader in the tagline. A tagline is a promotional opportunity you should never pass up.

Items to include in the tagline:

  • Your organisation’s name (if not part of the newsletter name)
  • The intended readers (friends, customers, prospects)
  • The newsletter’s content or speciality (news, reviews)
  • The benefit offered by reading

If the name of your newsletter is the subject, then the tagline should contain the benefit and the reader. For example, Underground Storage Update has the tagline “The only news source that helps fuel distributors comply with EPA regulations.”

Examples of Great Names & Taglines
The following are several examples of newsletter names, along with their taglines. Some are straightforward, others are cleverer. Notice how the taglines clarify the name of the publication. Also, notice how some of the taglines promote with words like “exclusive” and “opportunities.”

News Splash
“Tips for painless pool maintenance for homeowners”
Pools & Spas Unlimited

Managing Growth
“Management ideas & techniques to help companies grow”
Ernst & Associates

The Franklin Investor
“Insights & Opportunities for investors of the Franklin Group of Funds”
The Franklin Group of Funds

RoundUPS
“Published quarterly for customers & friend of United Parcel Service”
United Parcel Service

Legal Ease
“Legal information for everyone from JG&W”
Jordan, Gfroerer & Weddleton Attorneys at Law

to be continued…

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Get 30% off our online xmas cards now – simply enter the code ‘ XMASOCT’ at the checkout.

For more information on printing and graphic design please see some of our recent blog articles;

Print Buying Direct is the online division and a Trading Name of The Printing House Ltd. One of the UK’s leading quality printing companies for short run, long run and wide format colour printing. Based in Crewe, Cheshire, in the North West of England – delivering to customers across the UK and Ireland.

Also see our other websites

Main Site: www.theprintinghouseltd.co.uk

Buy Print Online: www.printbuyingdirect.co.uk –

Leaflet Printing, Brochure printing, Postcards printed, Appointment cards, graphic design etc

Prospectus Print: www.schoolprospectus.info

Sports Book Print: www.golfclubcentenarybooks.co.uk

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Posted in Banners, Business Stationery, Calendars, Christmas Cards, Leaflets and Brochures, News, Newsletters, Postcards | 3 Comments »

Newsletter Printing – Reader Response Mechanisms

Thursday, November 5th, 2009

Newsletter Printing – Reader Response Mechanisms – 5th November 2009
Without response mechanisms you cannot answer the question, “Is the newsletter working?” here’s how to get readers moving without endangering the high esteem they hold for your newsletter. “Enactment” tools include:

  • Reply cards
  • Order forms
  • Phone numbers
  • Your e-mail address
  • Unique website links only listed in the newsletter
  • Store hours
  • Directions to your company
  • Everyday discounts
  • Lists of products on sale
  • Coupons
  • Special discounts
  • Sale announcements
  • Shopping list
  • A “newsalog”-combination of newsletter with a catalogue
  • RSVPs for special events
  • Notice to pass along of forward the newsletter
  • A notice to save the newsletter
  • Surveys
  • Suggestion forms
  • Contests and drawings
  • A notice of what’s in the next newsletter

You can also boost reader response by offering a free reprint of an interesting article, a free product sample or a premium. You can offer an annual index of articles, along with a form to request back issues (often appreciated by new readers). Some newsletters include contests, questions, trivia or other methods of attracting readers’ interest.

Coupons also benefit readers by saving them money. Usually, lower ticket items are more appropriate for a coupon than more expensive ones. A coupon for a free item or money off the customer’s next purchase out pulls coupons requiring an additional purchase. Always state the expiration date- sooner for low budget items, later for high-priced ones. Clearly indicate any restrictions. Inform your representative of the coupon and make sure all your regular clients receive it.

To retain the integrity of your newsletter and keep it from looking like a sales piece, the offers included should be viewed as a service to readers. You can offer informative items such as free literature, buyer’s guides, and reprints of speeches or technical papers, videos or slide presentations.

By including helpful information, you encourage readers to save the publication. When readers save your newsletter, they might even read your promotional material a second time.

Christmas and New Year Promotional Print – promote your business or charity with our offers on Wall Calendars, Desk Calendars, Xmas Cards, Promotional Wall Calendars and CD Calendars. We’ve recently redesigned all of our Print Buying Direct website and cut our prices on all promotional print.

Get 30% off our online xmas cards now – simply enter the code ‘ XMASOCT’ at the checkout.

For more information on printing and graphic design please see some of our recent blog articles;

Print Buying Direct is the online division and a Trading Name of The Printing House Ltd. One of the UK’s leading quality printing companies for short run, long run and wide format colour printing. Based in Crewe, Cheshire, in the North West of England – delivering to customers across the UK and Ireland.

Also see our other websites

Main Site: www.theprintinghouseltd.co.uk

Buy Print Online: www.printbuyingdirect.co.uk –

Leaflet Printing, Brochure printing, Postcards printed, Appointment cards, graphic design etc

Prospectus Print: www.schoolprospectus.info

Sports Book Print: www.golfclubcentenarybooks.co.uk

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Posted in Banners, Business Stationery, Calendars, Christmas Cards, Leaflets and Brochures, News, Newsletters, Postcards | 2 Comments »

Newsletter Printing – Using survey results for improved promotions

Thursday, October 15th, 2009

Newsletter Printing – Using survey results for improved promotions – 15th October 2009
For most newsletter editors, there’s a great excitement in getting feedback from readers. Because many editors feel isolated from readers, returned surveys are a welcome change. But often, by the time all of the answers are in, editors are tiered of the survey and never implement the new suggestions. This is especially true if the replies showed nothing drastic to change.

What will you do with your results? First, they can serve as a way to understand your readers better. If you get an overwhelming negative response, it’s time to get back through the planning staged and evaluate your project, including your need for a newsletter.

Most results are supportive. However, with carefully scrutiny, you can find some good ideas to put to use. If your survey is an extensive data collection effort, you may want to involve a research firm or local college. Either one can computerize the data and generate statistically accurate results. Most surveys can be analysed by simply noting the number of people who answered each question certain way. Say you samples 210 people and received a 100% response. The results show 150 people skim the newsletter, 50 read it cover to cover, and 10 never read it. You can say with reasonable confidence that 71% of all readers skim the newsletter, 24% read it entirely, and 5% never read it.

You may want to analyse more than one question at a time. In a survey prepared by an event planner, respondents were asked the number of special events they held each year. They were also asked to check their type of business. This information was combined using a cross-tabulation chart to see which types of business held the most special events. The event planner then used the data to target her most active prospects.

Present the results of your survey as quickly as possible. Include a note in the next newsletter issue thanking those who responded. In addition, respond directly to the suggestions. Promptness enhances your image as a responsive organisation.

Regardless of the type of scouting you use, you’re going to learn about your readers. Although it may be frightening at first, leaving the shelter of your office and reaching out to discover more about your readers is an enlightening experience. Readers give you ideas you would never think up on your own, and knowing them better makes producing a newsletter more fun.

With this knowledge and confidence in hand, you can produce a newsletter that brings revenue into your organisation.

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For more information on printing and graphic design please see some of our recent blog articles;

Print Buying Direct is a Trading Name of The Printing House Ltd. One of the UK’s leading quality printing companies for short run, long run and large format colour printing. Based in Crewe, Cheshire and delivering to customers across the UK and Ireland.

Also see our other websites

Main Site: www.theprintinghouseltd.co.uk

Buy Print Online: www.printbuyingdirect.co.uk –

Leaflet Printing, Brochure printing, Postcards printed, Appointment cards, graphic design etc

Prospectus Print: www.schoolprospectus.info

Sports Book Print: www.golfclubcentenarybooks.co.uk

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Posted in Banners, Business Stationery, Calendars, Christmas Cards, Leaflets and Brochures, News, Newsletters, Postcards | 7 Comments »

How to Conduct Your Survey about your Newsletter

Friday, October 9th, 2009

How to Conduct Your Survey about your Newsletter – 9th October 2009

The type of survey you need depends on the accuracy of information you want. Many surveys are conducted to get a general sense of people’s feelings. Readership surveys for your newsletter can be as informal as calling a few readers from time to time, or as formal as embarking on a full-scale research effort.

Types of surveys:

  • Mail-back
  • Telephone
  • Fax-back
  • Focus groups
  • Informal
  • Online

When designing your survey, you’ll need to balance your desire for the ideal survey with cost, convenience, space and time.

Questions That Solicit Usable Answers

In any survey, you can ask two types of questions: open-ended or close-ended.

An open-ended question lets respondents answer in their own words. It gives them a great deal of freedom in answering the question. A close-ended question presents respondents with a list of choices, asks them to pick one or more, and leaves space for comments and suggestions. Close-ended questions have the advantage of providing answers that are easily summarised. For example, a hospital might survey patients and ask why they chose the facility.

The question can be presented as:

Why do you come to hospital?

  • convenient location
  • my doctor recommended it
  • you offered a special test or service
  • _____________ other

The results from this type of question can be easily summarised such as, 32% mentioned location, 27% mentioned doctor recommended, 37% mentioned special service, and 40% listed other.

If the question was presented in an open-ended format, it would appear as: Why do you choose this hospital?

The answers could range from “because my uncle works there”, to “reputation.” Getting wide range of answers isn’t necessarily bad. The difficulty starts when you begin to summarise the survey findings. You’ll have to decide whether “reputation” means the same thing as “well-qualified staff” or “you’re okay.” This is a major disadvantage.

However, consider the following situation. A hospital asked an open question for their survey and was surprised to find “good reputation” as the top answer. If they have led the respondents by the first three options and not have gotten as strong a response for “reputation”.

Check all the questions on your survey for clarity and wording. The best way to do this is to pretest the questionnaire on four or five people before sending it out. Pretesting tells you if there are problems with any of the questions and helps you estimate how long it takes to complete the questionnaire. Pretesting with open-ended questions can help you convert the answers to close-ended ones.

Christmas and New Year Promos – promote your business with our forthcoming offers on Wall Calendars, Desk Calendars, Xmas Cards, Promotional Wall Calendars and CD Calendars.

For more information on printing and graphic design please see some of our recent blog articles;

Print Buying Direct is a Trading Name of The Printing House Ltd. One of the UK’s leading quality printing companies for short run, long run and large format colour printing. Based in Crewe, Cheshire and delivering to customers across the UK and Ireland.

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Posted in Banners, Business Stationery, Calendars, Christmas Cards, Leaflets and Brochures, News, Newsletters, Postcards | 7 Comments »

Newsletter Print and Design – Why the Pros Survey Fewer People

Thursday, October 8th, 2009

Newsletter Print and Design – Why the Pros Survey Fewer People – 8th

When conducting any type of printed and mailed survey, send it to your entire list. The Census, conducted every 10 years by the government, is one of the few surveys in which all of a given population is surveyed. Most surveys select a portion of a group to be studied and survey only this “sample.” After the sample is chosen, everything possible is done to get each person selected to respond.

Here is why sampling is so important. The people you want to reach in your newsletter survey are not only those who are reading it from cover to cover. You also want to know the characteristics that differentiate readers from mere recipients.

If you send your survey to your entire list, the people who respond will be the same people who attend meetings, volunteer to respond or are convient to poll. Your results will be skewed and will not help you reach the other people… and these people have something valuable to tell you.

The best type of sample is a random sample, which means everyone in your entire readership has a chance of being selected. For readership surveys, organisations with elaborate computer database programmes can run a function in which the computer selects a given number of names at random. An example of a simpler system is to print out your mailing list by alphabetical order and select every fifth name or, if you have 1,000 names and want 100 for a sample, select every tenth name.

Your choice of sample size ultimately boils down to the amount of money and time you have to conduct the sample. A basic rule is this: the larger the sample, the more reliable the results. Also, the smaller your readership base, the higher percentage you want to sample. If you’re conducting a telephone survey, you won’t be able to contact as many as you would if you were mailing out a written survey. Choose the number based on the time you have. Then strive for a response from every person in your sample. …

Christmas and New Year Promos – promote your business with our forthcoming offers on Wall Calendars, Desk Calendars, Xmas Cards, Promotional Wall Calendars and CD Calendars.

For more information on printing and graphic design please see some of our recent blog articles;

Print Buying Direct is a Trading Name of The Printing House Ltd. One of the UK’s leading quality printing companies for short run, long run and large format colour printing. Based in Crewe, Cheshire and delivering to customers across the UK and Ireland.

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Posted in Banners, Business Stationery, Calendars, Christmas Cards, Leaflets and Brochures, News, Newsletters, Postcards | No Comments »

Newsletters – Pinpointing Reader’s Interests – part 1

Tuesday, October 6th, 2009

Newsletters – Pinpointing Reader’s Interests – Part 1 6th October 2009

Understanding your readers’ likes and dislikes is the only way to create a newsletter targeted to them. If you know your readers’ hot buttons, you know the type of content that will attract them. If you know demographic data, such as their ages, where they live, their education level and so on, you know the design techniques and writing styles that will appeal to them.

Anything less is a shot in the dark. Yes, you might connect a time to two but only by pure chance. This chapter covers how to find out more about your readers by surveying them, as well as how to use ongoing reader feedback to keep your newsletter on track.

Ask yourself three questions when designing your survey:

1) Whom am I going to survey?
2) What am I going to ask?
3) How am I going to ask it?

Its time to do some scouting….

Find Those in the Know

The first step on your scouting mission is to find out what information is already available. Your trade association or an industry magazine should have demographic data such as age, sex and buying authority for your particular audience. Your fund raisers may already know the top five reasons why people support your cause. Even if a formal survey hasn’t been performed, top promoters can give you a general idea. This may be all you need. Your marketing department may know the publications people read. Going on a few sales calls, answering customer emails, or working in the booth at your next trade show is a great way to a fast start. You can also ask for feedback from salespeople.

Don’t underestimate informal methods. A person who has spent hours face-to-face with your supporters has knowledge that no survey in the world can assess.

Once you find out what’s available and what’s not, concentrate on whether or not you need to conduct a survey. Surveys are useful as you develop your newsletter, as well as for making changes as you go along.

New Year Promos – promote your business with our forthcoming offers on Wall Calendars, Desk Calendars, Xmas Cards, Promotional Wall Calendars and CD Calendars.

For more information on printing and graphic design please see some of our recent blog articles;

Print Buying Direct is a Trading Name of The Printing House Ltd. One of the UK’s leading quality printing companies for short run, long run and large format colour printing. Based in Crewe, Cheshire and delivering to customers across the UK and Ireland.

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Posted in Banners, Business Stationery, Calendars, Christmas Cards, Leaflets and Brochures, News, Newsletters, Postcards | 6 Comments »

Printing – Paper and board – Certified and recycled

Monday, October 5th, 2009

Printing – Paper and board – Certified and recycled – 5th October 2009
In the paper arena the environmental message is, at last, actually getting across. With increasing numbers of print companies tuning in to the ‘green’ implications of their working systems, the ability to offer Forest Stewardship Council (FSC) or Programme for the Endorsement of Forest Certification (PEFC) chain of custody accreditation as an assurance to customers of environmental best practice, means that the call for these papers is growing. Just a few years ago, it was extremely difficult to source either FSC or PEFC paper products. This was mostly due to lack of certified pulp. This problem has however now been addresses and there are plenty of options available on the market including a range of colours, weights and finishes, as well as papers suitable for different printing technologies.

A dramatic increase in the quality of recycled grades, their run ability and the results that can be achieved on-press, have also led to this paper being specified more frequently. In fact, with many recycled papers it is now impossible to distinguish them from their virgin rivals.

The green question will continue to be of importance throughout 2009, so expect to see even more paper ranges that are either quality recycled, or that are accredited to high environmental standards. Watch out for more carbon neutral papers being produced too. All these substrates can help print companies who are eager to emphasise their own environmental philosophies and will provide their customers with an optimum ‘green’ choice.

New Year Promos – promote your business with our forthcoming offers on Wall Calendars, Desk Calendars, Xmas Cards, Promotional Wall Calendars and CD Calendars.

For more information on printing and graphic design please see some of our recent blog articles;

Print Buying Direct is a Trading Name of The Printing House Ltd. One of the UK’s leading quality printing companies for short run, long run and large format colour printing. Based in Crewe, Cheshire and delivering to customers across the UK and Ireland.

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Posted in Banners, Business Stationery, Calendars, Christmas Cards, Leaflets and Brochures, News, Newsletters, Postcards | 12 Comments »

Printing – Paper and board – Pricing and availability

Friday, October 2nd, 2009

Printing – Paper and board – Pricing and availability – 2nd October 2009
The bad news for printers is prices rises. The bad news for papermakers and merchants is that although there have been paper price rises for the majority of customers over the past year; it has not been enough to bring pricing up to the level where they should be. Although print companies are reluctant to pay any price of paper has been stagnant for too long. This leads to a manufacturing and supplier base that makes little money, with no room for investment or development, and in the long term to a decaying industry. With competition from countries such as India and China on the increase, where paper can be made at a fraction of the price compared to that of their European paper making cousins, the future is not that bright for those who do not look at ways of making their businesses more profitable. Although the basics of the papermaking process have not changed much since the introduction of the first Fourdrinier, the vast leaps in print technology mean that papers must be researched, developed, tried and tested, to work with the new forms of technology. If there is no money for this, then an awful lot of presses are going to grind to a halt when paper capacity falls and there is no substrate to run through them. And, in these days where premium quality is expected for most jobs, using a substitute paper of a lesser quality is not going to keep customers happy for long.
On the bright side of paper however, is the fact that the bigger merchants are increasingly able to share synergies and efficiencies within their groups, and exert far greater buying power. This means that the availability of substrates, including specialties, becomes easier to source for paper specifiers. It also means a better value added service form your paper supplier.
Paper is a highly technical product to make, and recent advances have seen an across the board rise in quality. More paper ranges are also being developed that provide creative inspiration and come in a number of colours, finished and with surface treatments to please not only the eye, but the tactile senses as well. Look out also for more papers optimised for digital technology, whether that is new products, or a restructure of existing brands to make them suitable for the process.

New Year Promos – promote your business with our forthcoming offers on Wall Calendars, Desk Calendars, Xmas Cards, Promotional Wall Calendars and CD Calendars.

For more information on printing and graphic design please see some of our recent blog articles;

Print Buying Direct is a Trading Name of The Printing House Ltd. One of the UK’s leading quality printing companies for short run, long run and large format colour printing. Based in Crewe, Cheshire and delivering to customers across the UK and Ireland.

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Posted in Banners, Business Stationery, Calendars, Christmas Cards, Leaflets and Brochures, News, Newsletters, Postcards | 2 Comments »

Printing – Paper and board

Thursday, October 1st, 2009

Printing – Paper and board – 1st October 2009

The paper market supplying to the printing industry has seen many changes over recent years not least a massive consolidation of paper manufacturers. The face of papermaking has changed beyond all recognition in the last ten years, with the loss of score of mills across the world.

Within merchanting too, the fragmented industry if past years no longer exists, with more and more independents coming under a global corporate umbrella, with the big getting bigger and small is ceasing to exist.

Those smaller merchants and mills that do manage to hang on usually opt for working in specialised fields or providing niche products. So, how does this all impact on the paper buyer, and what does it hold in store for the next year?

Paper will be with us for many years to come in one form or another- and the forecasts of paperless office, or the extinction of paper because of electronic media, is still many eras off. But, there will be challenges throughout 2009/10, and the environment will play an increasingly important part in paper choices.

New Year Promos – promote your business with our forthcoming offers on Wall Calendars, Desk Calendars, Xmas Cards, Promotional Wall Calendars and CD Calendars.

For more information on printing and graphic design please see some of our recent blog articles;

Print Buying Direct is a Trading Name of The Printing House Ltd. One of the UK’s leading quality printing companies for short run, long run and large format colour printing. Based in Crewe, Cheshire and delivering to customers across the UK and Ireland.

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Posted in Banners, Business Stationery, Calendars, Christmas Cards, Leaflets and Brochures, News, Newsletters, Postcards | 9 Comments »

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