Jeff's comments

Robert -

Many of my clients use postcards for marketing their businesses - and I have for promoting my last book. Most (including myself) have opted use the 4 x 6 card and not increase postage costs.

You might look into postcard print houses that also offer mailing services - or check into separate mailing houses - for permit use to decrease mailing costs and provide the availability of targeted mailing lists. Several of my clients have targeted mailings in the past by zip code, household income, type of business and other options. I don't know that the handwritten address makes much of a difference - but one of my personal service clients did have their card addressed by the mailing house using a font that had a handwritten look.

One thing my clientele has avoided is packaging their postcards in the "valu-pak" type of mailings. A couple of them made use of the services to initially and had a much greater rate of return with an individual postcard being mailed.

Many years ago I did a targeted direct mail piece. Over a period of a couple months I compiled a mailing list of my own - confirming the contact names to ensure that the piece was getting to the specific buyer of creative services. One of the most useful tools in compiling my list was the Business Journal's annual Book of Lists. I believe you can also purchase mailing lists from the Business Journal. Another great resource would be the monthly lists published in Media Inc. and their directory publications.

A one-shot postcard mailing is not always going to bring you the greatest return (much like one-shot advertising of any kind). In the past, - as a buyer of design, writing, photography and illustration services - the potential resources that caught my attention were the ones that did multiple mailings over a period of several months.

I also had what I referred to as the "Metropolitan Refrigerator of Art" test - if a postcard was especially clever or well-designed I posted it on the side of my filing cabinet or on my office bulletin board. When I needed a specific service those vendors were most often the ones I called.

Good luck!

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Shannon -

Welcome to Biznik. It's always great to have additional creative types networking here. Best of luck with your growing business venture.

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I think Walmart, and many of the other highly-visible brands, have taken the easy way out in regards to recent rebrandings. It's as if they are positioning the branding to the lowest common denominator in the marketplace - meaning the least savvy/sophisticated segment of the market. Making use of simplistic, often lower-case type treatments - and then just slapping a generic icon next to the text - really has dumbed down some formerly strong brands. Perhaps with Walmart that does reach their loyal customer-base - with a brand like at&t it almost comes across as insulting in regards to the historical perspective of the brand and the sensibility of a long-time clientele. I was recently asked about such brand "dumbing down" on the radio/podcast programs Inside Digital Design in a segment about my book Identity Crisis!.

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Interesting article. However, no fan of the Walmart business (or their practices) here. I think the new sphincter-like icon and dumbed down type treatment is just another lame recent corporate rebranding effort. I've only been in a Walmart once and the rebranding is certainly not strong enough to get me to visit a store again. Perhaps I'm just not within the target market.

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Welcome Ed! It's great to have yet another "seasoned" graphic designer at Biznik - I often refer to myself as a design-o-saur!

Biznik has provided me a great opportunity to meet potential clients nationwide - and network with other creatives online. Unfortunately, with my travel and speaking engagement schedule, I haven't had a great deal of opportunity to participate in real world Biznik events.

Biznik is just one element of my use of social media/social network marketing and promotion for my design efforts, books and public appearances. I tend to have a somewhat split business personality as I have the need to market myself within the design industry and to those potential clients (and media resources) outside of my chosen profession. Biznik is one of the sites that provides a good business world balance to those efforts.

All the best! - J

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Carlos - Welcome to biznik. Great to have another creative professional join "the club."

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I had not intended to write a book until a major publisher in my industry contacted me about seven years ago saying "we'd like to do a book with you." That first book, The Savvy Designer's Guide to Success, was published in 2004 and, as Ed writes above, it became my business card for design project work, media exposure, speaking engagements and more.

My second book, Identity Crisis! was released a year ago and, in addition to becoming an even better biz card, the book established me as an expert on the topic of branding and identity. I have literally sent copies of the book to potential clients as my calling card with very positive results.

Since then half a dozen publishers have contacted me about writing books for their companies. Today I am reviewing the contract for my next book - to be released in early 2010. A fourth book is already in the works.

The promotion opportunities arising with the release of a book, or article being published, are very valuable to any business. In fact, writing is now a good portion of my income.

Ed's suggestion is a great one. If you have a great story to tell, or idea to convey, put it in writing. If you don't feel you have the skills to put the information to paper hire a ghostwriter such as Ed, or get yourself a great editor to guide you through the process.

Hi Kaya -

I've done quite a few podcast and Internet radio interviews - most recently for the radio program Inside Digital Design.

The biggest challenge is making sure you get your desired message across. Sometimes that involves steering the interviewer back to the primary topic. It's also important that you get your contact information out there.

It's kind of funny, but the only other major challenge I've experienced is excess unexpected background noise when doing an interview from my home. The cuckoo clock needs to be stopped. The chimes on the mantle clock need to be shut off. I have to make sure the ringer on the second phone line is also off. In addition, I've made a little sign to hang on my front door that says "Please do not knock - radio interview in progress." I now remember to deal with each of these things prior to going on the air due to past interview interruptions.

Good luck - you'll do great!

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I'm not doing anything different due to the soft economy - in fact, my business is always at its best when the economy is at its worst. Seven new identity clients have come my way in the last ten days.

I'm marketing ALL the time - even when I'm my busiest - so that work is constantly on my future schedule. I have no client contact at all on Fridays and most of each Friday is spent on marketing efforts - lately that has involved blogging, social media/networking, updating online portfolios, writing articles, participating in online forums, speaking engagements, entering design competitions, making myself available to writers and authors looking for sources, and just getting a new book contract. My previous two books are great marketing tools.

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Haven't seen the movie yet - but I keep hearing comments about the great opening credits by MK12. Looking forward to seeing it. Major type geek here - currently writing a book about typography.

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For nearly about six years I have used a biz card that's not the "standard" size. Mine is nearly square - having a design and purpose associated with my business name. The one comment I always get when handing out my card is that it's certainly one to remember.

In receiving the cards of others, size and shape has little significance to me. I very seldom save a business card - unless it is a great design example I may want to share with future clients as inspiration. The info off a card is usually transferred to my computer data base and the card discarded. I haven't made use of any kind of card holder for over a decade.

The Moo cards have been used a great deal at some of the larger conferences I have attended, or at which I have been a speaker. One of the advantages is the low cost of giving out a large number of cards. I was speaker at a conference in May that had over 4000 attendees - I gave out between 500-600 cards in four days. That can get a bit expensive with a card design requiring some higher production costs.

In designing cards, I often encourage clients to not conform completely to the the norm. I'll suggest the card be 1/4 inch narrower than usual, 1/4 inch shorter than most, of an unusual stock, or making use of a unique printing technique. One of the most successful cards I ever created was a black paper stock cut 1/4 inch shorter than the norm, with all text embossed and given a black foil treatment. The companion stationery package had a black foil text treatment on a crisp white stock. The client was a photographer specializing in black & white photography.

I've designed mini-CD cards; cards on plastic, metal, wood and other products; square cards, round cards, folding cards, die-cut cards and other configurations over the past 30 years. Some cards have been designed to serve the purpose of a possible referral card, or act as a customer rewards card, while others double as retail product hangtag.

It's always been most important that the card appropriately represents the client and successfully conveys the necessary contact information. How the card recipient saves the card long-term is not always the most important consideration to my clientele.

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Bob, congratulations - and best wishes for much success - as you focus your efforts on Cat's Eye Marketing!

Welcome Jeff!

I'm exactly the opposite - I much prefer designing when it's quiet.

Still, I'll mention a few selections I enjoy listening to when I shut off the computer and want to relax. These are all on my primary iPod playlist and first in line on my 50-disk changer:

Jacqui Naylor is a great vocalist I've known since meeting her at a friend's wedding in Mexico. Her CD "Shelter" is one of my favorites - but all of her music is incredible. Jacqui's video of the song "Rise Up" got a lot of play as the 2008 election came to an end.

Thomas Lauderdale, the pianist for Pink Martini, is a longtime friend. The group's "Sympathique" gets a lot of play in my home - "Hang on Little Tomato" is a close second choice.

I'm a big fan of a wide variety of Paris club music - Dimitri From Paris is known for doing a lot of the mixes and "Sacrebleu" is often playing in the house, on my iPod or in the car.

Bluegrass is just one of the many genres of music that played in my home when I was a kid - it was a mix of jazz to opera. Alison Krauss is probably my favorite vocalist and the Union Station CD "New Favorite" is going to get worn out at some point. I also listen to "Raising Sand", duets with Robert Plant, a lot.

Years ago I was at a big party in New Orleans and the group The Iguanas kept things very lively. I have several of their CDs - but "Plastic Silver 9 Volt Heart" is my favorite.

Great seeing the lists of others - lots of suggestions of things I haven't listened to in a while...

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You can certainly get inexpensive newspaper advertising right now - publications are hurting. A medical spa client of mine has been placing a few ads in local papers at "fire sale" prices - the publications call up a few days prior to printing and offer rates of up to half the normal rate.

Still, most of my clients have cut their newspaper advertising back to very limited placements. In all cases their most successful advertising/marketing efforts have been very targeted (by zip code or income level) direct mail pieces with a special offer. People are coming in the doors with the mailers/postcards in hand.

One client client, who had previously spent $100,000-150,000 annually in newspaper advertising, cut her newspaper ad placements to nothing - and saw no impact on her business at all.

I'm recommending that my clients not advertise in traditional newspapers, and instead place ads in newsprint publications better reaching their target market - business journals, local neighborhood weeklies/monthlies, specialty publications, etc. In most case the ads are 1/4 page or larger.

Good luck!

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Great tips! Unfortunately too many business people wait until things slow down to get busy with their marketing. I'm just as focused on marketing when I am at my busiest - allowing for projects to be coming in during traditionally slow times. I already have project scheduled for after the first of the year.

Each Friday I have no client contact and spend half the day or more just concentrating on marketing and networking.

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Great advice.

One of my most successful methods of developing long-term media contacts has been to simply contact appropriate media individuals and ask them out for a cup of coffee. It's resulted in valuable relationships of over a decade in several cases. When they need a source in my industry, i get the call.

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Rochelle, there's some truth in your "no smile" comment.

Years ago, when I had to get organization staff or Board of Directors to get head shots the photos would always come back without smiles. I finally asked one of the photo subjects why they weren't smiling in the photos. It turned out that the photographer all these individuals were going to was telling his subjects: "Look serious - look like you mean business."

I found another photographer...

Hi Calvin. Great to see you wander over to biznik from StartupNation. Welcome! - J.

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Tine -

Welcome to Biznik from another design professional. I once spoke to design students at Spokane Falls Community College and Eastern Washington University, and to the Spokane Ad Federation. There's a great creative resources community in Spokane and on Biznik. Enjoy!

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Hi Melanie! -

Welcome. Great to see another StartupNation member find their way to biznik. Looking forward to your contributions here.

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Cynthia -

Just wanted to pop in and welcome another design professional to biznik.

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Hmmm...most entrepreneurs and small business owners I know are Democrats as well. I've always felt that the Republican party was much more supportive of big business. This year most of the Republicans I know are voting for Obama - these individuals are as ready as I am for a major change in US government policies.

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The death of print was originally proclaimed as personal computers hit the desks of businesses and individuals around the world many years ago. We were to live in a paperless society. In the 18 years since I got my first Mac I've done little but design printed materials for an ever growing clientele.

The Internet was to have ended the need for print as well. Instead, it seems to have just altered some aspects of print. Phone books do seem worthless. I'm sad to see newspapers, and some magazines, dying as people get their news from other media sources. However, books and other forms of print will remain because many consumers still want that tactile experience, the smell of ink and more.

I never wanted to be a web designer/developer and have done a fairly good job of remaining true to print over the past 30+ years. I do consult on the actual design/appearance of websites - but have absolutely no desire to be involved in the technical aspects. Most of my clients still require print as a large part of their business identity, branding and marketing.

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Sign up for Just Tweet It - a business directory for Twitter users.

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Kevin -

Welcome to biznik. I'm a huge fan of letterpress and it's always great to know of additional local resources.

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