Royal Press: Printer@Work

Royal Press

December 15, 2010

A delightfully absurd take on everything from superheroes to office humor, twisted relationships, huggable animals, and more.
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An adroit mixture of everyday settings and extraordinary events.
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A compendium of strange-but-true recent events as reported in the legitimate press.
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The world of business and finance gets skewered, as Bottom Liners tackles subjects such as foreign takeovers, office policies, getting a raise, and the fast-paced world of Wall Street.
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A wry look at the absurdities of every day life.
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With a daily readership of more than 95 million, Dear Abby is the symbol of a caring heart for millions of people around the world.
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In today's complex world of family issues, learn from Dr. Dobson's lifetime of practical experience in dealing with family problems.
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News From
Luis Quiroz

Idea of
the Week

Marketing Tips

Tech Tips

Uncommon Product
of the Week

Stand out in a pile of mail.		Sharpen Your Image
URList Made Easy		Clearly a Good Idea

A Message From Luis Quiroz

The Way I See It

Change Is the Only Constant

No matter what stage of life you’re at, you’ve probably noticed one thing: change is the only constant. The key to change is not only accepting it, but also planning what you want to get out of it. When change is our idea, we usually jump in with both feet, excited about the possibilities that lie ahead. However, when change is forced upon us, we rebel and look for every reason that the change imposed will not work.

Have you ever wondered what would happen if we learned to embrace change as a normal part of our lives and didn’t stress over or resist it? Isn’t it really our own perception of change that either holds us back or propels us forward?

Here’s the way I see it: A newborn chick doesn’t know it’s alive until its world begins to crumble. What seems like the collapse of your universe may be just an exciting beginning. Give us a call if your print materials could benefit from an exciting new change!

Idea of the Week

Designing Direct Mail That Sells

If it sells, it is creative. This, in essence, is the first rule of direct mail design, according to legendary designer and author, David Ogilvy. But what sells? Here are a few tips to keep in mind when designing your next direct mail marketing piece:

The basics are in your mailbox.
When you need inspiration, just go to your own personal direct mail idea vault... your mailbox! You probably receive tons of good direct mail each year. Set aside packages that catch your eye. The companies mailing these have spent thousands of dollars researching the best methods. Why not learn from their research?
Always try to beat your previous response rate.
Play around with the design before sending the mailing out again. See if minor changes make a significant difference in the response rate. Send out different versions of your design to similar groups in your database, and test to see which one results in the most responses. Whatever you do, test it, and then test it again!
Use words that grab the reader’s attention.
Here is a recent list of “Words that Grab Attention,” produced by Starch INRA Hooper Research Worldwide:

Announcing / Discover / Easy / Exclusive / Free / Guarantee / Health / Help / Immediately / Introducing / Know / Learn / Love / Money / New / Now / Powerful / Profits / Protect / Proven / Results / Safe / Save / Secret(s) / Today / Trust / Understand / You

As you design the mailer, remember... have fun!

See more great ideas like this!
Click here to visit the Royal Press Ideas Collection.

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Marketing Tip

Focus Please

Sometimes companies want marketing pieces to cover so much information that the message comes across blurry. Here are a few tips on how to ensure the focus of your marketing materials is clear:

Limit your messaging and offer short, concise points in bullet format or short paragraphs with descriptive subheadings.

If you need to cover multiple topics, consider using folds to separate information (such as an accordion style brochure).

Strive for a consistent layout or look throughout your marketing materials to create recognition and brand awareness.

Include a clear call to action and consider offering images that reference to your call to action, such as a woman pointing to your “Call Us Today” callout.

Use color with purpose. For example, if you want to use a separate text color, save it for headlines or text callout boxes to help it stand out.

Simplify your document by using only two fonts at the most, and set words apart in bold type or italics to create emphasis.
Use white space to isolate elements, provide clarity, and provide emphasis.

Instead of elaborating on the details of your products or services, focus on how it benefits your audience.

Create a focal point by making one element of the design more prominent or eye-catching than the rest.

Unique textures such as embossing or foil overlays are a great way to add interest and emphasis.

Don’t forget your logo. Every marketing piece should tie back to your brand image.

Look to us for help creating promotional materials that will get noticed and create results.

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Tech Tips

Share Multiple Web Links

While it is fun to surf the web and look for ideas from multiple websites, it can be grueling to share a long list of web links with others. However, free web services such as Fuse URL (www.fuseurl.com) or URList (www.urli.st) make it easy to group multiple URLs into a single URL.

By creating a single URL, you can easily post, e-mail, or text multiple web addresses in one convenient link. It is also great for social networking sites with character limits such as Twitter, or making it your home page with easy access to multiple sites.

Creating a single list of multiple URLs is easy for even the most beginner-level computer user. You simply enter the URL address you want to share, and continue adding additional URLs as desired. You can also choose to finalize the URL list, or allow others to add to your list. This is a great option for groups who want to share ideas from multiple links, such as families planning vacations or students working on team projects.

If you’re looking for other great ideas that will save time and make your life easier, give us a call today!

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Uncommon Product

Custom Printed Translucent Envelopes

In the competitive world of direct mail, imaginative packaging (or the lack of) can make or break your campaign. One way to draw attention and be sure your marketing piece gets noticed is by using a translucent envelope.

Translucent (sometimes known as vellum) envelopes create a semi-opaque, “foggy” effect offering your audience a sneak-peak at what’s inside. Available in a rainbow of colored or clear options, translucent envelopes allow the sender to show off a marketing piece with a splash of color or subtle intrigue.

Translucent envelopes can also build brand recognition with custom printing of color logos, website or tagline on the flap, return address information, etc. If you’d like other ideas on how to ensure your direct mail pieces grab attention, stop by today. Our creative experts can help you create a mailer that your recipients are sure to read!

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