On other hand, it is preferable to use process colors or CMYK when: -full-color photographs shall be used -your publication has multi-color graphics that would require many ink colors to reproduce with spot colors -the printing job nees more than two spot colors. Actually, if you check with your printer, you might find that process color printing would be less expensive than using three or more spot colors.

It is but required to use both spot colors and process colors when: -your publication has full-color photographs that must also incorporate specific spot colors from PMS and cannot be created with CMYK inks (e.g. logo color). -There is a need to improve or increase intensity of a specific process color by adding spot color ink. This 5th plate from spot color to used as addition to CMYK is called a bump plate. -Some of full color publication is coated with clear varnish, varnish being specified as a spot color.

With this safely learned, you wouldn’t fall to blunder of having full color printing disasters and save time and budget during entire process, too! -30-

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Kay Zetkin discovered the pleasure of writing through her daily journals as a teen-ager. Writing in it helped sort out her thoughts, relieve her feelings and record what she observes of the world.

- Do speak in plain English. Don't use acronyms, technospeak, hype, or marketing babble.

- Do show enthusiasm and passion (if you don't believe it, who will?) but don't go over top. (That's why used-car salesmen are forced to sell used cars.)

- Do practice, practice, practice. It should roll off your tongue naturally and consistently. No ums or uhs.

- Do make sure everyone in company has same story. Don't forget receptionist. You don't want to be in a position where members of your own team have contradictory descriptions of your company.

- Do adjust for your audience. Customers are more interested in what problem you are solving for them than how you plan to make money. Save those details for potential investors.

- Do close with a call to action. Get a business card, schedule a follow-up call, set up a presentation, something.

- Do write it down. This will have a million uses--from boilerplate in your press releases to online directory listings--to get your company description in world consistently. Do shorter versions as well--all way down to about three sentences. This will be vital for your pitch deck.