Marketing: Visual Impact That Lasts

Melchinger, John H.
June 1998
Journal of Financial Planning;Jun98, Vol. 11 Issue 3, p104
Academic Journal
This article offers advise on the use of visual impact to help people remember what is important. Your business card can help make you memorable. Get past ink color and type style, format and layout. Use an odd size, of unique dimensions and heft. Try a 3-inch or 3.5-inch square card of heavier-than-normal stock. This is handy as both a business card and for jotting notes to clients. Your letterhead carries your most important messages regularly to the people wit whom relationship-building is most important, your clients, centers of influence and prospects. Notes written on a full-bodied, stiff paper about four inches by six inches attach nicely to things you might send to people, such as articles and client information. Notes attached to things you send people can create big impact with little effort. The return on investment is quite high, especially when you systematize the effort. You can enhance your brochure with visual impact. With the advent of superior color and inkjet printers, the laser printer is less acceptable for printing brochures on any stock because the ink cracks and peels easily after a little handling and mailing. One-page presentations are my favorite marketing tool. In a single, simple image, you can convey a high-impact message that will not be forgotten. If you combine a refined visual image with targeted themes and memorable phrases, you could become dangerous to your competition. To see is to believe.


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