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Here's a little story about how the power of words can evoke emotion, especially in the world of marketing.

An elderly blind man was sitting on a busy street corner with a cardboard sign next to an empty tin cup. The sign read, "Blind -- Please help." People would glance at the sign, but nobody gave the man any money.

Then a young copywriter saw the man with his sign and empty cup. He felt disappointed as he watched all the people walk past without an ounce of empathy, so he took a marker, flipped the sign over, and rewrote the blind man's message.

Suddenly, people started putting money in his cup until it was overflowing. Surprised, the blind man asked a stranger to tell him what the sign said. He replied, "It's a beautiful day. You can see it. I cannot."

As a child, I remember hearing countless stories, including the fables attributed to Aesop, the ancient Greek writer. In his tales, Aesop used animals to represent various human traits. He'd then end each story with a simple moral -- a life lesson meant to inform and instruct. One such fable, often credited to Aesop, told the story of an elderly lion, too frail to go hunting anymore. Shrewdly, the lion lured passersby into his den by claiming to be too sick to come out and greet them. When they entered to pay their respects, the lion ate them. One day, a fox happened by, but refused to enter the den. When the lion asked him why, the fox replied, "Because I can only see the tracks going in, but none coming out." For children, fables like this provide simple illustrations that serve as cautionary tales. In this story, for example, the child might learn to be wary of strangers or of situations that seem too good to be true. But fables aren't applicable only to kids. We, as businesspeople, can still learn a lot from a well-written fable. Again, looking at the fable retold here, we learn the value of prudence in our dealings with potential vendors, business partners, investors, and more. Careful observation of the warning signs others miss can save us (or our companies) from dangers we might not otherwise recognize. So as you go about looking for ways to improve your business, don't overlook the power of fables. They're not just "children's stories" after all.

Joe Gass @ Printing & Graphics  _  5900 Harris Technology Blvd, Suite G, Charlotte, NC 28269  *  704-551-0700  _  www.heritageprinting.com  _  22725 Washington St., Leonardtown, MD 20650  *  301-475-1700 _ Wide Format signs, banners & banner stands, displays, posters, wall and window graphics, vehicle and floor graphics, decals, backlit signs, point of purchase, end caps and toppers, on-site installation and fulfillment Offset and Digital newsletters, magazines, publications, catalogs, conference and meeting materials, brochures, rack cards, presentation folders and direct mail Veteran Owned and Operated

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I saw this headline a few days ago: "Coke recipe still safely under lock and key in Atlanta." I clicked on it at once. When I went to read the article, I realized I'd been subject to link bait.Link baiting is (in part) when you create a headline that is SO AMAZING your potential fish get caught on your hook. They just can't help reading your article. In this case, it was the implication that Coke's 125-year-old, top-secret recipe had been revealed. People forget just how important headlines are. I'm not just talking about social media either. If your monthly newsletter has boring headlines, then how do you expect to hook YOUR fish? Writing counts. It counts on Facebook, in your blog, on Twitter, and most certainly on your printing. Boring newsletters are, well, boring. Let me make you this offer: I will rescue you from boring headlines. When you call me, we can write some amazing headlines together. I have the experience. You have the newletter. Let's get writing! By the way, in case you're interested in reading more about the story that inspired this post (the security of Coke's secret recipe), here's a link to a Reuters' article detailing it all: http://in.reuters.com/article/2011/02/15/idINIndia-54919420110215 Joe Gass @ Heritage Print & Visual 5900 Harris Technology Blvd, Ste G, Charlotte, NC 28269 * 704-551-0700 * www.hpvisual.com  22725 Washington Street, Leonardtown, MD 20650  * 301-475-1700 * www.heritageprinting.com Wide Format â?? signs, banners & banner stands, displays, posters, wall and window graphics, vehicle and floor graphics, decals, backlit signs, point of purchase, end caps and toppers, on-site installation and fulfillment Offset and Digital â?? newsletters, magazines, publications, catalogs, conference and meeting materials, brochures, rack cards, presentation folders and direct mail  Veteran Owned and Operated	Â

Over the past few years, email has become the delivery method of choice for many business correspondence. As smartphones and social media continue to rise, text messages and tweets are also gaining popularity. Yet, with all that technology, there are still times when a handwritten note makes sense. Here are a few examples to keep in mind:

Sales call follow-ups. Send your prospect a three to four-sentence note, thanking them for their time and reinforcing what you discussed in your meeting. People appreciate the personal touch a handwritten note provides. Client thank yous. Mark each client's anniversary with you -- or any particularly large or meaningful orders they place -- with a quick, handwritten thank you card. For even more goodwill, include a handwritten thank you with each completed order or invoice. Employee thank yous. When someone goes above and beyond the call of duty, recognize them with a handwritten thank you card. Your employee will appreciate the gesture just as much as your clients do when you send them a handwritten note. Special recognition. If you see a customer or prospect featured in the newspaper, send them a quick congratulatory note, along with a copy of the clip. Send birthday and holiday greetings, and look for ways to let your customers know you're thinking of them on their special days. Joe Gass @ Heritage Printing & Graphics 5900 Harris Technology Blvd, Ste G, Charlotte, NC 28269 * 704-551-0700 * www.hpvisual.com  22725 Washington Street, Leonardtown, MD 20650  * 301-475-1700 * www.heritageprinting.com Wide Format â?? signs, banners & banner stands, displays, posters, wall and window graphics, vehicle and floor graphics, decals, backlit signs, point of purchase, end caps and toppers, on-site installation and fulfillment Offset and Digital â?? newsletters, magazines, publications, catalogs, conference and meeting materials, brochures, rack cards, presentation folders and direct mail  Veteran Owned and Operated

• When sending a message to a customer or employee, assume that others will see it. You wonâ??t be notified if the recipient forwards your message to others.
• Create an e-mail signature that automatically appears at the end of each message you send, including contact information such as your companyâ??s name, website, and telephone number.
• Use a relevant subject line. If you wish to write about separate business issues, send a separate message accordingly.
• If you forward a message, clean up the original message and include a note why you think the forward will interest the recipient.
• Ask before sending large attachments, and find out their restrictions, file size limitations, etc. Compress attachments whenever possible.
• Respond within a reasonable time. If customers donâ??t receive a timely response from you, they will likely take their business elsewhere.
• If you are unavailable to answer e-mails, use an auto-responder such as "out of office" to inform senders when you will be checking messages again.
• Avoiding sending "me too" responses. It is not enough content and is often an annoyance.
• Avoid using emoticons. The meaning of your message should be contained within the words themselves.
• Keep your message short, but donâ??t sacrifice understanding with brevity.

Looking for other ways to improve communications online or offline? Nobody says it better than our creative team, so stop by for more ideas today! _____________________ Heritage Print & Visual �. Improving Your Image in the Marketplace Signs, Banners, Posters, Displays, Decals, Wall, Window & Floor Graphic, Backlit Signs, Brochures, Booklets and Publications, Marketing Materials & Direct Mail 5900 Harris Technology Blvd., Suite G, Charlotte, NC 28269,  704-551-0700  22725 Washington Street, Leonardtown, Maryland 20650, 301-475-1700 www.heritageprinting.com  

The Way I See It

It takes more than good products to make a successful catalog. No matter if your catalog is five pages or 500 pages, catalogs are a great way to display product information, photos, and key selling points. Here are a few tips to consider when creating your next catalog:

• Include a call to action and limited-time offers. Provide inserts that include relevant sales and time sensitive offers that can be updated easily and fuel response.
• Include an order form. Even though most actual ordering is done by phone or on the company's website, many shoppers like to use the printed order form to list and organize their purchases before placing an order. This will also benefit your business, since orders can be placed more accurately and efficiently.
• Cross sell between products. By suggesting companion products in product copy and call-outs, or by placing companion products together on the page, you can increase sales five to 15 percent.
• Direct your customers to your web site for more items and product detail.
• Reflect your brand identity. Translate your brand personality across all media to assure customers that they will receive the same quality and service whether they come to your store, browse a catalog, or visit your web site.
• Copywriting is important. Brief, editorial text will invite customers to enjoy the catalog in a leisurely manner and make the product selection seem more meaningful and unique.
• A photo is worth a thousand words. Because catalogs sell products or services that customers canâ??t see or touch, quality photos are very important.
• Post your catalog online. Not only can your recipient enjoy the printed copy, but they can refer friends or coworkers to download a convenient PDF version online.
• Limit the number of fonts. Use no more than two or three fonts throughout your catalog, and use the same style of text consistently for product names, descriptions, etc. Also, keep text spacing and placement next to images consistent. If youâ??d like help developing your next catalog, give Heritage Printing and Graphics a call. We can help you create an irresistible page turner that does the selling for you!

Joe Gass, President Heritage Printing and Graphics 3601 Rose Lake Drive Charlotte, North Carolina 704-910-9914 www.heritageprintingcharlotte.com

When writing ad copy, it's important to think about your products and services from a prospect's point of view. Here are a few tips on how to write effective sales copy to reach your prospects in the Charlotte area:  

• Sell the sizzle, not the steak. Remember that customers buy benefits, not features. Don't assume a customer will understand that a 3Ghz computer offers blazing fast speed and efficiency.
• Put your copy to the test and view from a customer's perspective by saying "So what?" or "Why is this important?"
• Provide a compelling reason or unique selling proposition for customers to do business with you. Do you offer the best guarantee? The lowest prices? The fastest delivery?
• Include proof of results in your copy, such as credible testimonials.
• Avoid abbreviations, acronyms, and trade terms that your prospects may not understand. You don't want them to be confused or feel inept when reading your sales copy.  It may seem cute to us LKN instead of Lake Norman or CLT instead of Charlotte, however, you do not want to assume that your prospect will always get it. 
• Attract attention with a strong headline. Many readers will skim headlines to determine if they want to read the rest of your copy.
• Make the text easy to read. Break text into short paragraphs, use bullets or numbered lists, add sub-headers, and most importantly, don't waste words. Limit the amount of text and make sure each word you use conveys meaning.
• Include special offers, such as "Mention this ad and receive a 20% discount" or "Buy one, get one half-price before August 15."
• Include a call to action, which clearly states what you'd like the prospect to do next: go to your web site, call your business, complete the order form, etc.

For ad inspiration, flip thru a magazine or click around online. You'll likely notice that the effective ads are often deceptively simple. If you'd like help writing or designing your next ad, give Heritage Printing and Graphics in Charlotte, North Carolina a call today. Our team of creative experts can help you create an ad that sells itself! Joe Gass, President Heritage Printing and Graphics 3601 Rose Lake Drive Charlotte, North Carolina 704-910-9914 www.heritageprintingcharlotte.com

A school principal was informed about a persistent problem in the girls' restrooms. Some of the female students were leaving lipstick kisses on the mirrors. The custodian posted multiple notices asking for this behavior to cease, yet every evening the custodian would wipe away lipstick kisses on the mirrors, and the next day the mirror would be covered with more lipstick kisses. Frustrated with this behavior, the principal asked a few girls from each grade to meet her in the restroom.   "Thanks for meeting with me," the principal said. "I'm sure you have noticed that someone is leaving lipstick kisses on the bathroom mirrors." Some of the girls grinned at each other. "Since today's lipsticks are cleverly designed to stay on the lips, it is not an easy task to remove lipstick from the mirrors. We've had to develop a special cleaning regime, and I'm hoping that once you see the effort involved in cleaning these mirrors you will help spread the word to encourage girls throughout the school to quit this behavior."   Then the custodian stepped forward with a sponge squeegee, which he took into one of the bathroom stalls, dipped into the toilet, and then used it to clean one of the lipstick-covered mirrors. The girls looked horrified, while the custodian smiled. No more lipstick kisses appeared on the mirrors.   Here's the way I see it: Creative thinking is a life skill that expands beyond English writing class. There are a variety of ways to deal with disciplinary issues, however sometimes a creative approach is the most effective.   If you'd like help developing memorable marketing materials that express your company's personality, give us a call. We are full of ideas that are sure to help your business stand apart from the competition. Joe Gass, President Heritage Printing & Graphics 3601 Rose Lake Drive, Charlotte, NC 704-910-9914 www.heritageprintingcharlotte.com