Signum Media

graphic design; marketing & pr; creative web design; internet services

Ten Tips to Increase your Turnover

Apr 15

Posted by info in Graphic Design | No Comments

1) 10 before 10 – makes 10 calls before 10am each day as this is when people become “unavailable” due to meetings etc. You’ll be amazed how many people you manage to get hold of and how positive a response you’ll get.

2) Categorise your clients –  number them 1 – 4 where 1 is yours most valuable client for whom you would bend over backwards and give the most favourable rates to (as they always come back).  4 are the most difficult customers, who nit-pick at every opportunity. As category 4 they get the highest mark-ups on their quotes (a ‘hassle premium’) … but, if they are happy with your products and services they will still place the orders!

3) Challenge the brief – find out what the customer wants the product for. You may be able to suggest a (dearer) alternative but the customer will appreciate the advice and will be more than likely to return in future. They’ll see you a more of a consultant than a salesperson.

4) Guarantees – give good, solid guarantees. John Lewis are the best at doing this and, as a result, their sales are up 18% while everyone else is pleading poverty. Guarantees reassure customers and make them more inclined to buy from you.

5) Branding – always try to personalise the product/service on a proposal where possible. If the customer can see how good the item is going to look they’re far more likely to be impressed and accept your quote.

6) Don’t drop your margins!! The problem with doing this is you spend months or even years trying to get them back up for that repeat order. Try alternatives such as offering 10% extra stock / speed up the turnaround time at no extra cost / 3 for the price of 2 etc

7) Create urgency – state that your prices are only valid for a certain length of time and use words such as “buy now, save money” etc

8) ASK for referrals – e.g. If someone has placed an order for a specific product or service  then ask them do they know of anyone else on the lookout for the same items. Chances are they will, and they’ll give you their details.

9) Useful downloads – Provide links to useful information (eg. In pdf form) on your website, for example, “How to be successful at an exhibition”. Give clients access by them leaving their contact, then send them the file saying “Here you go, hope it’s useful” and leave them to it. Follow up a week later and. If your advice has been well received, you’re well on the way to building trust and gaining a new customer.

10) Reward loyalty – Offer an incentive for repeat business, perhaps a rebate system linked to volume or a ‘special’ prize (foreign holiday/meal for two) to clients who hit a sales target.

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Contact Signum on 01437 781333 or email info@signummedia.co.uk

Do the write thing!

Sep 27

Posted by info in General, Marketing & PR | 1 Comment

‘Beanz meanz Heinz’… fresh cream cakes: ‘naughty… but nice’… ‘An apple a day keeps the doctor away’… ‘Vorsprung durch Technik’

These, and many dozens more, are the work of the copywriter, the verbal wizard of the dark arts of advertising.

And their finely crafted phrases have reaped rich rewards for their clients, be they the ever-so-humble bakers of beans or entire cities with an image problem – who can forget ‘Glasgow smiles better’?

In case you regarded copywriting as a Johnny-come-lately profession, think again. Would Julius Caesar have been quite the colossus he became without Plutarch and Suetonius publicising the phrase:  ‘I came, I saw, I conquered’?

But fine copywriting is much more than fashioning superb slogans. If you imagine an advertising campaign to be like a newspaper article, the slogan is the ‘splash’ headline, but the story beneath needs to be worth the candle, or the whole effort falls down.

The copywriter stands or falls by the maxim: Keep it clear; say it simply.

How many gadgets and gizmos end up gathering dust in the back of a cupboard because their brilliant, usually Oriental, designers failed to secure the services of a technical copywriter to compile the instruction manual?

Despite the widely-held view that our attention spans are getting shorter by the day, research suggests most consumers will spend at least 30 seconds checking out a new product.

This is the product provider’s ‘window of opportunity’. Sale or no sale? In effect, this means the copywriter has roughly 100 words in which to win – or lose – a potential purchaser.

It’s also a myth that a good product sells itself. Sharp, simple, accurate and informative copy can’t guarantee a product or service will sell, but it can tilt the scales firmly in its favour.

It’s this edge only a skilled copywriter can provide.

Not every campaign will become part of national parlance like the examples above, but every marketing effort can be significantly improved by quality text.

Think about it. Then pick up the phone and call Signum, the professionals on 01437 781333

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Composed and submitted by Roger Wilkinson.

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Why branding works

Jul 20

Posted by info in Graphic Design | No Comments

Your brand is one of your greatest assets. It isn’t simply your logo, strapline and corporate image, but your customers’ total experience of your business. In essence, your brand is your promise to customers and represents your business values in everything you do.

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Communicate your brand clearly and concisely to customers and you will build confidence and credibility. In this way your brand will give you a competitive edge.

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The brand you develop should inform customers precisely what to expect from you. If you deliver on your promises, goodwill and repeat business will be yours as will business referrals. We all have a favourite shop to which we return again and again. Why, because we appreciate its brand values and know what we’re going to get. It’s exactly the same for your customers.

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In addition, a good brand will stress the difference between you and your competition. In a highly competitive market this can be invaluable.

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An essential part of this process is to employ the services of a specialist branding company to develop a memorable and meaningful logo and a consistency of image which means instant recognition for your company.

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The strength of a strong, distinctive brand is that it can lift your company above others to become something really memorable and highly valued by your customers.

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Call Signum on 01437 781333 to discuss your company’s branding requirements.

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Writing a magazine feature article

Jul 15

Posted by info in Graphic Design | No Comments

In this article, we will tell you what we believe is required to write a successful, engaging magazine feature. I’m going to look at the subject, the market for which you are writing, how to assemble your material and plan your feature. Every good feature, deemed fit to publish in print or online, requires the following in chronological order:

  • A clear and sharp focus relevant to the intended audience
  • Research, which means top-quality material; sources, facts, times, dates, locations, consequences, and interview-based material with supportive quotes
  • Drafting: A sketch or plan in which you list and prioritise your information, to gives the article impetus within a tight, logical structure
  • Writing up: This is where you show your style and expertise.

As we said, if you have carried out quality research and planning, the writing up process should be straightforward. But here are some general guidelines:

Employ storytelling techniques to grab and hold the reader’s attention. Use a simple chronological narrative, where,  when and why and to whom.

Don’t feel you need to include all your research material. You are not trying to impress people with the exhaustive nature of your enquiries. You must be your own editor and select only those quotes and facts that are engaging, revealing and above all relevant.

Get the balance of facts and quotes right but always try to emphasise the human interest. As with almost all areas of journalism, write in the active voice. Have the subjects of the feature ‘do’ things, rather than talk about what is done to them.

Do not oversell or misrepresent your case, even when the taking a partisan position. Accuracy is important and one demonstrable misrepresentation will undermined the credibility of the entire feature.

Avoid clichés (cutting edge, world-beating, revolutionary) and heart-on-your-sleeve or over-personal statements, a particular danger when writing up your conclusion.

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So what have we learnt?

Writing a good magazine feature can be boiled down to the following points:

Preparation

  • Be clear about your subject
  • Conduct relevant research
  • Plan or draft with care

Writing

  • Devise an engaging introduction
  • Maintain a simple and logical structure
  • Provide illuminating quotes and examples
  • Draw a clear and positive conclusion.

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Article submitted by Signum copywriter and professional journalist Roger Wilkinson of Write and Proper

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What is copyright?

Jun 30

Posted by info in Graphic Design | No Comments

Copyright gives the creators of certain kinds of material rights to control ways their material can be used. These rights start as soon as the material is recorded in writing or in any other way. There is no official registration system. The rights cover: copying; adapting; distributing.

What is protected by copyright?

Copyright protects original literary, dramatic, musical and artistic works, published editions of works, sound recordings (including CDs), films (including videos and DVDs) and broadcasts. In the graphic design field original creations such as logos and artworks for brochures, leaflets and other marketing and promotional tools are included within this definition as ‘artistic works’.

What about computer programmes and material stored in computers?

A computer program is protected as a literary work. Converting a program into or between computer languages and codes counts as‘adapting’ a work and storing anywork in a computer involves ‘copying’the work. The copyright owner will usually need to give permission for ‘adapting’ and ‘copying’. Databases also are protected by copyright if the selection and/or arrangement of their contents is original.

Copyright gives the creators of certain
kinds of material rights to control ways
their material can be used. These
rights start as soon as the material
is recorded in writing or in any other
way. There is no official registration
system. The rights cover:
• copying;
• adapting;
• distributingDatabases are protected by copyright if the selection and/or arrangement of their contents is original.

Is material on the internet protected by copyright?

Yes – under UK law copyright material sent over the internet or stored on web servers will usually be protected in the same way as material recorded on other media.

Who owns copyright?

The general rule is that the designer or author is the first owner of copyright in a literary, dramatic, musical or artistic work. This includes logos and artworks for marketing materials, such as brochures and leaflets and also covers website designs.

Does copyright need to be registered?

No – copyright protection in the UK is automatic. As soon as an original design is created, its creator is deemed to own the copyright. Copyright lasts until 70 years after the death of the designer or author.

Can copyright be transferred to some one else?

Yes – copyright is a form of intellectual property and can be bought and sold. It is also possible to transfer only some of the rights. Anyone who is a copyright owner may license others to use their work.

But if I own something, doesn’t that make me the copyright owner?

No – copyright exists independently of the material on which it is recorded. So if, for example, you have bought a logo, you will only own the copyright if it has been transferred to you. Copyright is a type of intellectual property and cannot be used without the owner’s permission. Of course, the copyright owner may not decide to give you permission for their work. YOU MUST CONTACT the copyright owner for permission to use the copyright material.

So, when you commission an original work, such as a logo, be sure you understand the implications of copyright. If you wish to have unlimited usage you should ask the designer to transfer copyright to you. The designer is entitled to make a charge for the transfer, although this may often by quite modest in view of the effect of an original and memorable logo will have in developing your business.

Sources:

Intellectual Property Office

Copyright – basic facts

kinds of material rights to control ways
their material can be used. These
rights start as soon as the material
is recorded in writing or in any other
way. There is no official registration
system. The rights cover:
• copying;
• adapting;
• distributing;

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7 tips to creating highly effective copy that will increase your sales (part 2)

Jun 29

Posted by info in Graphic Design | No Comments

Here we conclude our two-part article on 7 tips for effective copywriting with the remaining 3:

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5. Remember to keep focussed on your customers needs, it’s not about you, your wants or concerns or about how long you’ve been in business or whatever. If people want to know more about you set-up an ‘about ’ page on your web site.

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6. Psychology is at the root of highly effective copywriting. Learn how to spot and interpret the key personality traits that make up your target market.

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7. Learn how to craft your copy using emotional and logical triggers to create a buying response.

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Remember, you do need to put in a fair amount of deep thoughtful preparation if your copy stands any chance of capturing the attention, interest, desire and creates the call to action of your chosen market.

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There are dozens of books devoted to the subject of writing effective copy if you have the time to study. If not, we would be delighted to provide you with a quotation for your next copywriting project.

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To discuss your copywriting or general marketing requirements call Signum on 01437 781333

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With thanks to blueskyconsultants.net

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7 tips to creating highly effective copy that will increase your sales (part 1)

Jun 28

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This two-part article is about 7 tips to effective copywriting so here’s summary of what we consider to be the most important aspects to creating highly effective copy, beginning with the first 4 tips:

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1. Do your homework – the more educated you are in your customers market the stronger your communication message will become.

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2. Talk to your customer directly by referring to them with ‘you’ and ‘your’ or ‘yours’. Where possible refer to them by their name. For example if you are creating a direct mail campaign and using personalised data provided by a list broker.

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3. Clearly demonstrate the benefit your customers will gain by dealing with you. What differentiates your product or service from the competition?

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4. Create empathy by showing case studies and testimonials that talk of the initial scepticism felt by others who were also reluctant to buy at first but are now reaping the benefits that your ‘automatic, stainless steel, laser guided back scrubbers’ have brought into their lives. Never again will bath-time be the same!

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To discuss your copywriting or general marketing requirements call Signum on 01437 781333

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Why use a professional to design your logo?

Jun 19

Posted by info in Graphic Design | No Comments

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A distinct company identity is essential to business growth. It’s essential, therefore, to make every effort to ensure that your logo is both striking and memorable and, in this pursuit, it is recommended that you seek the assistance of a professional design company to design your company logo.

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‘Ah ah!’, you say, ‘but I know a friend of a friend who has a computer who “knows a bit” about design and he will only charge peanuts.’ Or alternatively, you may think that you are able to design your logo yourself using that ‘clever’ design package that came with your computer. This is a mistake!

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You will, no doubt, find it highly entertaining to come up with your own design, tweak it here and there, try different fonts and change the colours around. However, no matter how hard you try, your lack of expertise in design will result in a logo that doesn’t do justice to your company. It’s not your fault – you haven’t been trained in logo design skills. You don’t have sufficent knowledge about contemporary colour or font trends or whether your text should be bold or not, upper case or lower case – it’s a real minefield! At the end of it, your selections will be subjective and based on your own likes and dislikes. You will not have a logo that will appeal to your target market!

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However, if you engage a professional logo design company, it will have trained designers with industry expertise and these two attributes make the difference. They are aware of what the market requires because it’s their job to make a study of it. They also have the skills and equipment to design a logo that makes your company stand out from the rest and imbue it with an air of crediblity, reliability and professionalism.

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Engage a logo design professional and the result will be a logo that is your most effective branding and marketing tool and, in addition, your most important investment for the future business prospects.

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Pick up the phone and call Signum, the professionals, on 01437 781333.

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Marketing Your Way Out of Recession (Part 1)

Nov 25

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Top Tips for Marketing through the Storm – Number One
Over the next few weeks we will be posting regular tips for you on how to market your business effectively to come through the recession in the best position you can.
Marketing is often one of the first things to be cut in tough times, seen as a luxury which cannot be afforded. In all reality, Marketing is the one thing which could make the difference to how your business survives tough times.
Cutting back on marketing is not an option. If you want to come out on top you have to put the effort in now!
Why should you spend money on marketing?
Evidence of the last recession shows that brands which continue to invest in marketing communications prosper mightily afterwards. PG Tips did and improved market share over Tetley and Typhoo who didn’t. Pepsi did and grew market share
over Coca Cola who cut back. Shout loud now and you’ll be at the front of people’s minds when they do decide to spend.

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When times are tough, marketing is often one of the first things to be cut. Some companies see marketing as a luxury but it is in fact the key to ensuring survival and growth in difficult economic times. Cutting back on marketing is not an option.

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When times are hard, the need for marketing is vital and if you want to develop you have to put the effort in right now! Make sure your message in constantly is front of your potential customers so that when they start spending again it is you they turn to first.

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So here’s our first marketing tip: think very carefully about your budget.

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Spend your money wisely by making sure that your marketing is well-targeted and that your message is relevant to your market. Don’t take a ’scatter-gun’ approach and attempt to reach the maximum number of customers with a watered-down message. Be specific in what you say and very careful to whom you say it. Establish a budget and stick to it and then ensure that every penny you spend buys you effective marketing.

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If you need help in finding the right approach and the options available to you, consult an expert in the field of marketing such as Signum. You can call us on 01437 781333 for an informal chat or email.

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Look out for Marketing Your Way Out of Recession (Part 2) … coming soon!

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Use Professional Photography to Prosper

Nov 11

Posted by info in General, Graphic Design, Marketing & PR, Website Design | No Comments

From the invention of photography in the Victorian period we have used it to record the world around us. In the beginning photography was very technical and time consuming and to be honest the results weren’t that good. Thankfully things have improved and now all of us carry a reasonable quality camera around in our pockets courtesy of mobile communication.  Photographs are now easier to create and can be seen everywhere. Millions of images are sent and received everyday via email, mobile phones and social networking sites and make up a very colourful part of our daily lives.

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Professional photography is vital to business success. The ability to clearly show what you do and get your message across visually is crucial and in business the better you do it, the better you will do.  The better the marketing campaign imagery, the better the results. Many a well-designed website has been let down by its lack of professional photographic images. Photographs are an aid to marketing and it is proven that professional photography can help you sell more products, grow your business and make more money.

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A client who sells retail bathroom products via an eCommerce website recently took a picture of some products using her mobile phone and listed them on the site. After several weeks she reported poor sales. Subsequently, she commissioned a professional photographer to re-shoot the product with props in a simple set. The result?  they began selling like hot cakes, one order had totalled £2500 alone!  Coincidence?  I don’t think so. The customer wants to clearly see what it is they are buying, even more important when purchasing remotely via mail order or on the Internet where a product cannot be viewed or touched.

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Trust your work to an industry professional and you will get the results. The money you spend will be worth it. And remember there is a bit more to being a photographer than just having a camera. Your mobile phone will also add up but you wouldn’t use it to do your tax return! In short everyone now has the ability to take a photograph but a professional photographer has the ability to make a photograph!

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Composed and submitted by Marcus Pomfret, who has worked for Signum as a professional photographer serving business and industry for over 12 years and has had work published internationally.  You can view his work here.

Contact Signum on 01437 781333 if you’d like to employ Marcus’ professional services or require new marketing and promotional materials.

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