Letterheads, Envelopes, Business Cards
With your letterhead, envelope, and business card, you first begin to build a brand and relationships with the people who will make your business a success. With a little creativity, you can turn these run of the mill materials into the kind of marketing tools that keep the mill running.
Establish your identity.
Use the graphics and text on your letterhead, envelope, and business cards to show and tell customers who you are. Because they will accompany many of your other materials, keep them as clean and simple as possible.
Include a “benefits” tag line. A statement that explains what you do and how it benefits your customer keeps your business card working for you long after your first contact.
Turn your business card into a mini-brochure. Its simple, just add a headline and brief text to the other business card basics–your name, title, organization, phone, fax, office hours, and your on-line and mailing address.
Limit the number of fonts. Too many fonts make your materials visually confusing. The general rule is: don’t use more than one serif font and one sans serif font family per document (serif fonts have “feet,” sans serif fonts do not). Use bold, capitalized, and italicized text sparingly and it will have a more pronounced effect when you do.
Paper stock conveys your company’s personality. Glossy is sleek and energetic; 100-lb. stock says quality-minded and dependable; matte feels warm and approachable; and foil-accented suggests prestige and exclusivity.
Break the stranger barrier. A personal letter and a follow-up telephone call is a potent combination. By the time you have asked the person if they received and read your letter, you are no longer a stranger.
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