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Tips 1

The use of graphs in marketing material:

Studies show that readers understand bar graphs better than pie charts. Keep data to no more than four items of information. Readers find it difficult to keep more than four chunks of data in their mind at one time.

(Don't forget to properly label a graph... I see more & more graphs wasting valuable ad space because they are so poorly labeled you can not decipher their purpose.)

Direct Mail Tips:

Marketing guru, Bob Stone recommends:

1. Put a time limit to your offer.

2. Credit card acceptance outperforms 'cash only' by 2 to 1.

3. A TV support commercial will increase response from a newspaper insert by as much as 50%.

4. Free gift offers out pull discount offers, especially if gift appeals to self-interest.

Ad Size:

Studies indicate that vertical ads (tall) pull more business than horizontal ads (wide).

1/3 Vertical ads that go from top of page to bottom of page do as well or better than half page ads if placed on outside edge of page.

Ad Colors for Seniors:

An ARRP (American Assoc. of Retired Persons) survey suggests:

1. Avoid blues, greens & purples - seniors get a yellowing of the eye making these colors hard to see.

2. reds, oranges, and yellows seem to work better.

3. Do not use ornate, italic, or too stylish typefaces.

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