How Original Should Your Headlines and Slogans Be?

Written by Lisa Lake

When trying to come up with an ad slogan or headline, do certain familiar phrases leap to mind? Phrases that have been used a million times, like "Three Easy Ways...," "Introducingrepparttar New and Improved...," "Service With a Smile," or others like them?

In an attempt to maintain originality and set your business apart from its competitors, your first instinct may be to squash these done to death phrases and go for something fresh and new.

What you need to consider isrepparttar 100956 reason these cliche, standby phrases are so frequently used. Advertisers continue to incorporate overdone phrases into ad copy because they are effective. And as long as an advertising technique elicitsrepparttar 100957 desired results, advertisers will use it.

People love their familiar comfort zones so much that it can difficult for them to go outside those comfort zones. Familiar advertising phrases and headlines are simply another comfort zone for your audience. They recognize a phrase and appreciaterepparttar 100958 fact that they don't have to think about what you are trying to communicate. They know exactly what you offer and whether they want to take advantage of your offer.

Corporate Identity: Put Your Best Face Forward

Written by Steve Yankee

How you present your company, particularly in a first-time situation, has a lot to do with how you're perceived inrepparttar marketplace.

Sad but true, you may be an absolute whiz with your equipment and you may be a virtual expert in your chosen field, but if your company looks like a bunch of amateurs, you personally may be treated like one, and not getrepparttar 100955 respect (orrepparttar 100956 big budget projects) that you so rightfully deserve.

If you've ever worked for a big corporation, no doubt you've been specifically told how to use their logo, what typeface to use for their name, and what corporate colors you must use for reproduction of same. You may even have been handed a bulky "Corporate Graphics Standards" binder, replete with color swatches and exacting dimensions of everything from door signs to envelopes. The name ofrepparttar 100957 game is "corporate identity." And it's just as important for you as it is any Fortune 500 company.

When you strip away allrepparttar 100958 clutter and marketing gobbledygook,repparttar 100959 real purpose of a corporate identification program is to produce a system of graphics that is professional, attractive and that will enhancerepparttar 100960 image of your firm. Such a program should encompass all aspects of visual communications --including your stationery, advertising, packaging, brochures, signage, trade show booth design, and other printed material that will be viewed by both current and potential clients.

Okay, so you're not quite atrepparttar 100961 level of General Motors or Microsoft. It doesn't matter what size you are. Establishing and maintaining your corporate identification is very important in your marketplace --whether you're doing business on a local, regional or national scale.

Why? Simple. Because whether you're a company of one, or a company of 100 people, you want people to remember you; you want to look like you know what you're doing; you want to look stable, creative and --most of all --professional.

Let me tell you how we made my last company look much larger than life.

Great Lakes Video Services was incorporated about a dozen years ago. Atrepparttar 100962 time of our inception,repparttar 100963 staff consisted of yours truly, my partner and two part-time technicians, and we had two dinky offices on a side street office building.

We were little. But we wanted to look larger than life. We wanted to look like we were well-established (which we weren't), savvy (which we were), professional (yep), businesslike (ditto), and creative (fer sure!)

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