How Original Should Your Headlines and Slogans Be?

Written by Lisa Lake

Continued from page 1

Mail-order copywriter John Tighe points out, "We are not inrepparttar business of being original. We are inrepparttar 100956 business of reusing things that work."

Advertisers and marketers follow certain rules and reuse old standbys, not because they can't come up with anything original, but because old standards continue to prove effective in thousands of letters, brochures, ads, and commercials.

Now, that doesn't mean that you should just copy what someone else did word for word. In creating your own advertising copy,repparttar 100957 challenge you face is to take what has worked inrepparttar 100958 past and incorporate it into your campaign in a way that is compelling, memorable, and persuasive.

Your first and most important priority in creating advertising headlines, slogans, and copy is to sell, not to exercise your creative genius. But if you can do both atrepparttar 100959 same time, then you will have a powerful piece of advertising copy.

Lisa Lake has created a list of top promotional methods on her Lisa also writes ad copy that sells for DrNunley's Reach her at or 801-328-9006.

Corporate Identity: Put Your Best Face Forward

Written by Steve Yankee

Continued from page 1

So one ofrepparttar first things we did after setting uprepparttar 100955 videotape dupe rack and pluggingrepparttar 100956 editing suite together was to hire a professional designer and had him develop a logo. Simple, strong, colorful and eye-catching, it features our name and a graphic device that resembles both a wave (Great Lakes --get it?) and an artfully draped piece of videotape. We decided on our corporate colors --strong shades of blue (for water) and green (for money), and locked in a "corporate" typeface --one that would not vary, regardless of where it was to be used.

And then we proceeded to put our new corporate identity/logo on EVERYTHING we could think of. Our shipping boxes. Our letterhead. Even our second sheets carriedrepparttar 100957 simple wave device onrepparttar 100958 left-hand side. Our business cards, envelopes, order forms, mailing labels, tape box labels, cassette top and spine labels, rate cards, service brochures, invoices --even our equipment identification stickers carriedrepparttar 100959 message in a consistent fashion. And even though my partner (the business and finance guy) winced atrepparttar 100960 cost of three-color printing for "throwaway" shipping labels, I persisted. If we wanted to conveyrepparttar 100961 image that we were big and slick and could deliver, we had to consistently look that way.

And it worked. The corporate identity we established accomplished its purpose. We were perceived as having our act together.

The frightening thing about public perception is that we in reality could have been totally unhinged and thoroughly unprofessional, working in our garages or basements with antiquated equipment, but our graphic identity made us look like we knew what we were doing. Hence, people trusted us with their work. And when we did a good job, they kept coming back. And we prospered for it.

The lesson here is to remember to present your customers and prospects a strong, consistent image. Fragmented or sporadic adherence to this idea ultimately damages your corporate credibility. So decide what you want to be inrepparttar 100962 mind of your public. Takerepparttar 100963 time to develop a corporate identity program that says who you are and what you do, and exudes professionalism.

And when you've got it, use it!

Emblazon your name on everything from labels to baseball caps, ads to vehicles, business cards to building signs. Remember that synergy is strength, and consistency isrepparttar 100964 name ofrepparttar 100965 game.

Steve Yankee is a copywriter and independent advertising and marketing consultant for small and medium-sized businesses. Need help promoting your company? You can contact Steve at

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