David and Company Blog

Longmont, Colorado

1. Get it right the first time! It’s unbelievable to me but it seems that people don’t really look at all the proofs they get until they get the one from the printer. That of course, will cost you money most of the time, because even if the designer doesn’t charge at this point for corrections, the printer almost always will charge to make a new proof.

Contributing to this problem is the growing popularity of soft proofing, also known as a PDF proof. They are a great time saver, and we all benefit from them, but the best thing you can do with a PDF proof is print it out. You WILL notice things in hardcopy that you would have missed on screen. You can also see things that you wouldn’t notice on screen, like how the front and back backup. You can even go so far as to make a mock-up to see how something folds up. These extra steps will save you time and money in the long run. (continue reading…)

There’s a new trend in marketing that I call information marketing, not to be
confused those who sell information. This kind of information marketing involves “real” information
that has value and therefore conveys a positive or favorable impression on those who are delivering
the information. Example: Many in the health care industry are beginning to include valuable, useful
information on their websites and other marketing materials that can be accessed by anyone, not just
existing clients. The rationale is that by educating those with whom the information is shared, they
are more likely to attract those people to their products or services. We as consumers, like to make
informed decisions. We want to feel like we’ve done our due diligence before making a buying
decision, so that we can rest assured we made the right choice. Are you providing this kind of
information to your potential clients? If not, we need to talk.