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Comments Off on 5 Creative Ways Businesses Are Using Google+ Hangouts

5 Creative Ways Businesses Are Using Google+ Hangouts

by Tim Gray

Are you interested in adding a bit of splash to your social media marketing mix?

Google+ Hangouts has addressed this issue.

It might be the versatile platform you’ve been waiting for to help capture the attention of an even bigger slice of potential customers.

With Hangouts, you can:

  • Video chat instantly with up to nine people.
  • Share documents and other files with the group.
  • Watch a YouTube video together and chat alongside it.
  • Share your screen with others.
  • Record sessions for viewing later.
  • Broadcast the chat live to anyone

How to Get Started

Starting a Hangout is easy (and free!). Just create a Google+ account, and click the “Start a Hangout” button. The technical aspects of Google+ Hangouts are extremely basic and intuitive.

Starting a Hangout is simple. Click the green “Start a Hangout” button and decide who to invite.

Now you’re ready to get creative!

Check out these five creative ways businesses are utilizing Hangouts. Feel free to experiment with any combination of these ideas.

  1. Crowdsourcing

  2. The Question & Answer

  3. The Demonstration

  4. The Giveaway

  5. Pull Back the Curtain

Get the full details on implementing these five ideas and read the article on Social Media Examiner…

 

Comments Off on Tips to Manage Your Social Media Reputation

Tips to Manage Your Social Media Reputation

Are you managing your online reputation?

Reputation can affect purchase decisions and influence the growth or decline of a business.

Many businesses are using social media to develop online reputations, manage and respond during a crisis and monitor the conversation to prevent future crises.

In a concise article on Social Media Examiner, Sarah Lokitis offers three big tips that can help you deal with the challenge. She says…

Try searching your company and product names to make an assessment of your online reputation. What do you see in the top 10 search results?

What follows are three tips to help you manage your reputation with social media.

#1: Establish Your Online Reputation

When someone Googles your brand name, your business should be sitting right there on the first page waiting for the user. And yourbrandname.com shouldn’t be the only branded search result.

Twitter, Facebook, LinkedIn and other social brand pages should assist in owning the first search engine results page. Especially if you have a common name, owning your brand name search queries is important for users to find the right information.

Social media can help you create a stronger online presence, so old news doesn’t turn up at the top of search results. If you don’t control your brand, someone else may post inaccurate or derogatory information that could tarnish your reputation.

Take a look at the search results from Lululemon. The first result is for their website, but the next four listings are all social media channels that they own or have the ability to edit and monitor.

According to a click-through rate study published by Slingshot at the end of last year, the number-one ranking on Google gets about an 18% click-through rate and the number-two organic listing gets about 10%. Regardless of the actual percentage, the data proves that the first search engine results page is the most important for your brand’s reputation.

The reason you want to control several of your first page search results is if a crisis strikes and you have set up several social channels, your brand will have plenty of platforms ranking well to disseminate your message.

These branded channels help push down negative or competitor results that you don’t want representing your brand.

Creating social media profiles has given people the channels to voice their joys and complaints about your company. Owning your social media profiles can help you better control and manage the conversation, so you can respond in a timely manner.

If you aren’t marketing with social media, those conversations are going to happen on other channels that may prohibit you from getting involved in the conversation.

#2: Control Responses During a Crisis

A crisis for a company can range from unexpected website issues to a lawsuit. How a crisis is handled online makes a huge difference to the future ramifications. It’s important to monitor and respond to customers who write on your wall or send you messages to resolve any issues and let users know they’re heard.

Facebook was one of the channels Anthropologie used for announcing a huge online sale in May. Right after they posted about the event, the site went down for maintenance. It didn’t take long for Facebook users to complain and point out that they couldn’t get to the site to buy any products.

The social media team did not respond to every comment personally, but was smart to send out a note to fans that they were working on the issue and the site would be back up soon.

Customer complaints were acknowledged and customers were told that the company was addressing the issue.

When the site was back up, a user still couldn’t access the page, so the social team provided a direct email contact to resolve the issue off of Facebook. Providing an email was a good solution because it gave the user somewhere to go to have her issue addressed.

If you can’t solve a user’s problem with a simple post, take the issue offline and out of the public eye as soon as possible.

Within 10 minutes, Anthropologie responded with another method of customer service.

Sometimes brand ambassadors will even step in to resolve a conflict for you. Though it is helpful when customers support you enough to calm a disgruntled customer, do not assume that will be the case every time. Set up tools and a strategy to monitor the conversation, so you aren’t surprised with the conversations happening about your brand.

#3: Monitor Conversations

Now that you’ve created and are updating several social profiles on behalf of your brand, you may find it a bit overwhelming to keep up to date with what is being said about your brand online.

Savvy businesses are monitoring their brand for mentions with social media monitoring tools.

Read the full article…

Comments Off on Measuring the value of social media with Google Analytics

Measuring the value of social media with Google Analytics

A new set of Social reports help you measure the impact of your social marketing initiatives and evaluate the effect social media has on your Goals and Ecommerce activities. The four new reports aggregate key data points to help you see the complete picture of how social marketing and media affect your business. You’ll find the Social Value Overview, Social Sources, Social Plugins, and Conversion Reports in the Traffic Sources section of your Google Analytics account. Learn More.

Export and share reports

Exporting and sharing reports is now possible in the new version of Google Analytics. From the Export tab, download or email any report directly from your account. You even have the option to automate sharing. Set up your account to email reports daily, weekly, monthly, or quarterly. Learn More.

They also added a share button to Custom Dashboards, Reports, and Advanced Segments. The share button creates a link to the custom template you created, and not your actual account data. When someone clicks this link, they’ll land in their own Analytics account and see the custom schema you created populated with their own data. Learn more.

Track paths from one event to the next

Welcome the Events Flow Report.  If you’re already tracking content like videos, downloads, and embedded gadgets as Events, use this report to see the order in which visitors trigger Events and the popular paths taken from one Event to the next. They’ve also added the Date Comparison feature to all Flow reports, so you can see at a glance how visitor engagement changes over time. Try it out in any of these reports: Visitor Flow, Goal Flow, and the new Events Flow. Learn more.

Make your marketing accountable with digital marketing attribution

The Attribution Modeling tool lets you assign credit across your whole digital marketing campaign — so you can set values for all of the elements that led to online sales and other business goals. By building and comparing customized attribution models, you can determine the impact of different channels, referral sources, campaigns, and keywords. Learn more about using attribution to improve your marketing in the Attribution Playbook, or check out industry trends in this Attribution Whitepaper.

From the Google Blog

Comments Off on Twitter Chats for Small Business

Twitter Chats for Small Business

In our never-ending quest to find value and relevance for small businesses using social media, we have come across a new realtime meeting experience called the Twitter chat. These live events are similar to traditional online chats, or conference calls where you type your input instead of speaking it. But you can learn a lot in these sessions and make important business connections.

The following list of Twitter chats for small businesses was compiled bu Sig Ueland of Practical eCommerce. To join the conversation, search the hashtag at Twitter during the chat’s scheduled time. You can also use a Twitter-client such as TweetChat or TweetDeck.

Chats for Small Businesses

#bizforum.

Each Wednesday #bizforum provides a place where people with varying points of view on trending business-related topics can present those views and debate the pros and cons with other business leaders. Time: Wednesdays at 8 p.m. Eastern U.S. Time.

#Blogchat.

Founded by @MackCollier, #Blogchat is a weekly discussion to help you improve your blogging results. Co-hosts frequently join the conversation. The popular chat also streams at live events. Time: Sundays at 8 p.m. Central U.S. Time.

#BrandChat.

#BrandChat focuses on brand development. Brand themes for each week explore big businesses, non-profits, small businesses, personal brands, and general information and open-chats. Time: Wednesdays at 8 a.m. Pacific U.S. Time.

#CustServ.

Hosted by @MarshaCollier and @JeffreyJKingman, #CustServ is a weekly discussion on customer service for all organizations, large or small. Time: Tuesdays at 9:00 p.m. Eastern U.S. Time.

#CXO.

#CXO is a weekly discussion on customer experience optimization for professionals and enthusiasts. Time: Mondays at 12 p.m. Eastern U.S. Time.

#DIYchat.

The #DIYchat is a discussion for those with do-it-yourself businesses. Entrepreneurs and creative visionaries have no shortage of ideas, but they often need help creating a master plan for accomplishing their biggest goals. Time: First Thursday of the month, 7 to 9 p.m. Eastern U.S. Time.

#HBRchat.

Hosted by Harvard Business Review, #HBRchat presents three questions related to a topic raised in a recent article, blog post or other type of content. HBRchat participants are invited to share their thoughts, ideas and opinions. Time: Thursdays at 1:00 p.m. Eastern U.S. Time.

#InfluenceChat.

Hosted by Alan Berkson, #InfluenceChat discusses influence and related issues. The InfluenceChat blog posts a variety of related articles, as well as chat tweets and topics. Time: Tuesdays at 12 p.m. Eastern U.S. Time.

#Innochat.

Each Thursday, #Innochat presents a lively, informative and inspiring discussion on innovation. Guest moderators discuss innovations in product development, brand management, and more. Time: Thursdays at 12:00 p.m. Eastern U.S. Time.

#KloutChat.

Klout, the company that measures your influence, now hosts #KloutChat. The chat is an ongoing conversation about influence measurement and social impact. Time: First Wednesday of every month at 6 p.m. Eastern U.S. Time.

#Legaltweetmeet.

If you are a small business owner, chances are you have legal questions. #Legaltweetmeet is a chat that allows business owners and the general public to take advantage of free business and legal advice from Kendrick Law Practice LLC. Time: Thursdays at 8 p.m. Eastern U.S. Time.

#LinkedInChat.

Every Tuesday night, #LinkedInChat explores way to utilize and leverage your LinkedIn business network. The chat sessions are for all types of LinkedIn users, from brand developers to business lead hunters. Time: Tuesdays at 8 p.m. Eastern U.S. Time.

#MMchat.

Hosted by @JeffAshcroft, Marketer Monday chat, #MMchat, features a special guest expert every week, as it explores marketing and social media marketing. Time: Mondays at 8:00 p.m. Eastern U.S. Time.

#nfiblive.

Hosted by @NFIB, an association of small businesses, #nfiblive is a webinar on small business topics, from legal and tax advice to operations information, to help you run your business better. Time: Second and fourth Wednesday of the month at 12:00 p.m. Eastern U.S. Time.

#ProdChat.

Productivity Chat, #ProdChat, is an hour-long discussion for productivity enthusiasts and those looking to improve their personal productivity, share, and connect with one another. Time: Second and fourth Wednesday of the month at 1:00 p.m. Eastern U.S. Time.

#SmallBizChat.

The focus of #SmallBizChat is to end small business failure by helping business owners succeed as they start and grow their small businesses. It focuses on emerging entrepreneurs who are less than five years in business. Time: Wednesdays at 8 p.m. Eastern U.S. Time.

#smbiz.

Each Tuesday night #smbiz is an open chat where small businesses get answers from expert panel members and other small business owners. Meet virtually and help each other out with issues you face on a daily basis. Time: Tuesdays at 8 p.m. Eastern U.S. Time.

#SMChat.

Wednesday afternoons, #SMCHAT explores topics on the evolution of social media. Show up with your ideas, and jump into the question-and-answer session. Users can also suggest weekly chat topics on the chat’s blog. Time: Wednesdays at 1 p.m. Eastern U.S. Time.

 

Comments Off on Unlocking the Secrets of LinkedIn

Unlocking the Secrets of LinkedIn

“Inc.” writer Marla Tabaka asks, “What do the 135 million people and more than seven million companies on LinkedIn know that you don’t?”

Let’s find out.

All too often I receive resistance when I suggest to a client that she utilize LinkedIn to build vendor, partner, and prospect relationships. But what might first feel like an intimidating pilgrimage into foreign land can result in a journey of growth, connection, and prosperity. All it takes is a little know-how—and the willingness to put yourself out there.

With more than 135 million people and in excess of seven million companies on LinkedIn, we know that it has something to offer any business owner. “All businesses will benefit from a company blog as their primary social media marketing tool,” says Barbara Rozgonyi of WiredPRWorks. “And we recommend LinkedIn as the foundational social network. Whether or not LinkedIn is where you spend most of your social media time, it may be the most important in terms of corporate social equity.”

In fact, according to a study released by Perfomics, nearly 60 percent of people said LinkedIn is the most important social network.

“From optimizing key profiles and outfitting a company page, LinkedIn is the social network that reflects your organization’s pro-social side,” Rozgonyi says. “Once you have your company’s corporate communications foundation in place, you have an anchor strategy to apply throughout your social media marketing system,” she adds.

If you question the value of time spent on LinkedIn, remember that it isn’t just for sharing information and idle chitchat; it’s a great place to check out your competition and find viable prospects. In fact, you can research other companies and set up a list of target companies to track and follow throughout the social media sphere.

To research connections and target customers for business development on LinkedIn, Rozgonyi says that there a few basic things you must know.

  • LinkedIn’s advance search lets you target people, groups, and companies. Here you can type in a search term [skill, certification, industry, company, etc.]. Then, check the filters [location, company size, seniority, etc.] for a more defined search. You’ll see results that include a photo, title, and connection to you—something you can’t get on any other network.
  • Check out LinkedIn’s skills section. Here you can research skills and search terms. You’ll find related terms, people and groups who best match the skill.
  • Make a list of your target companies, go directly to the company site and locate someone you’d like to connect with. Then check to see what LinkedIn groups they belong to, join one of them and send them an invitation based on your common membership. This commonality will increase the odds of your invitation being accepted.

But you’re not the only one out there researching companies. Don’t forget that your customers may want to learn more about you. Where will they go to that? A link to your LinkedIn profile offers more substance than the brief bio that’s probably on your website. Make sure that your profile reflects your accomplishments. “Too often, a flat profile offering only a few lines is what awaits them on LinkedIn,” Rozgonyi warns. “Don’t be that guy!” She reminds us that it’s easy for any company to set up a LinkedIn company page, taking only about 15 minutes.

Once you have set up your company page think about how you can integrate LinkedIn throughout your sales and marketing strategy. Rozgonyi has the following suggestions:

  • Utilize LinkedIn’s Card Munch app at networking events and on sales calls to connect to your prospects right away. Make sure you offer a free report or something else with value in your invitation to connect.
  • Add LinkedIn’s blog application to your personal profile to pull in company blog updates.
  • Install the slideshare application into your personal profile. Upload a PowerPoint about your company’s services and the presentation will appear on your profile.
  • Invite customers to leave recommendations on the products and services page on your LinkedIn company page.

Like any social media tool, LinkedIn is about creating and nurturing relationships so make sure you put out the welcome mat. “It’s important to be known for being approachable, visible, and helpful in groups by sharing information, leading discussions, and contributing to the conversation,” Rozgonyi says. To achieve this, make a list of people you want to stay in touch with and follow their updates, leaving comments, and engaging in conversation. When you send your invitations, let people know why you want to connect and thank them for their consideration. And when you accept an invitation, offer to answer questions or exchange ideas about your area of expertise.  Ask them a question to get a conversation going, just as you would at a networking event.

You can also add value by selecting articles to share that match your area of influence. Need help finding them? Check out LinkedIn Today. It presents the top shared news by industry which you can click and share with your connections. It’s that easy.

Something else that makes connecting easy is the feature that allows you to ask and answer questions on LinkedIn. This handy section, located under the “more” tab, gives you insights into what people think about the topics you’re interested in. You simply select the category and send a request to people you’d like to hear from. You can use the answers to contribute to a research project, a white paper, or a blog post.

Read the full article…

Comments Off on Timing is Everything

Timing is Everything

From an email article by Jay Levinson

If your marketing is right, but your timing is wrong, watch out. Even the best-laid plans go awry when the timing is off. Here’s how to prevent that.

Sometimes a company actively markets the right product or service to the right people in the right media. But the marketing turns out to be a flop all because of poor timing. In order to get the most mileage from your marketing, you’ve got to be keenly attuned to the right times and the wrong times. To gain a bit of insight, consider these ten examples:

  1. You’ve created the perfect mailing package, but it arrives too early in the week, when your prospect is thinking of the week ahead — or too late, when your prospect is thinking of the upcoming weekend. Moral: See to it that your mailing arrives on a Tuesday, Wednesday or Thursday.
  2. You’ve got a fine product but a limited budget and a lot of competition. What to do? Do your marketing when your competitors have eased up and you can gain the largest share of mind with the smallest marketing investment. Maybe that will be during what are deemed the slow months. But it’s when you can attract the most attention the fastest.
  3. Everybody receives Christmas catalogs in September and October. If you sent yours during July or August, you’d get people thinking of your company then and later on as well. It’s may sound a bit crazy, but if you explain why you are mailing at that time, it will make sense to your prospects. Naturally, this applies to times other than Christmas.
  4. You keep abreast of current events by watching the tube, reading the paper, accessing online news services, perusing newsweeklies, and subscribing to publications within your industry and community. You should be doing this, and if you do, you can tie in your offerings with what is happening at that moment in history. A recession is ugly except to companies that realize it is an ideal opportunity for them to make sales.
  5. Be careful not to launch your marketing too soon. One of the most common errors in marketing is to promote before all the bugs have been worked out, before the salespeople know all the facts, and before you are ready to fill the flood of orders and engage in guerrilla follow-up. Remember that patience is a guerrilla virtue.

Read the full list here.

Comments Off on Teaching Good Customer Service

Teaching Good Customer Service

By Dr. David G. Javitch

Is customer service important? Is customer service every employee’s responsibility?

The clear answer to both of these questions is a resounding yes! And more important, the major responsibility for creating a customer friendly atmosphere begins with you, the boss. Not only are you responsible for teaching first-rate customer service skills, but as their leader, you must demonstrate these behaviors and be a role model for your employees. Without positive examples from you, they’re not likely to improve.

But just why is customer service so crucially important to the success of your company?

Whether or not your employees work specifically as customer service people, as the head of your organization, you must instill in all your employees one key strategic thought and direction: If you’re going to create a positive and productive business environment, everyone must speak and relate to customers and potential customers as if each person were their paycheck. Because, in fact, they are.

Tell your employees to seriously consider this startling truth: If customers don’t keep coming back and purchasing your company’s products or services, there will be no company. And obviously, if there’s no company–or if you’re forced to downsize–many of the people working for you now may lose their jobs.

I bet you’ll have your employee’s complete attention.

Read the full article at Entrepreneur…

Comments Off on Guerrilla Economizing

Guerrilla Economizing

from an email tip by Jay Levinson

When guerrillas think of economizing, they don’t necessarily think of trying to save money. What they do think of is getting the absolute most from any money they’ve invested in marketing. They realize there are two kinds of marketing — expensive and inexpensive — and they know that expensive marketing is the kind that doesn’t cover the investment they’ve made in it, while inexpensive marketing pays rich rewards for their investment. Guerrillas have the insight to know that economizing has nothing to do with cost; it has everything to do with results.

To be sure, guerrillas adopt a philosophy of frugality and thrift. They know well the difference between investing in something disposable such as paper and accounting services — and investing in something that’s truly an investment, such as a telephone system or customer-tracking software — items they’d use on a daily basis.

There’s a big difference in these two expenses, so you won’t be surprised to learn that guerrillas rarely waste their time and effort on relatively low cost disposable purchases, but are willing to expend the time and energy to enjoy a large savings on a an expense that’s really an investment in disguise.

A key to economizing is to think not in terms of purchasing, but in terms of acquiring. That means you open your mind to trading, sharing, renting, modifying an existing item or borrowing it. It means possibly learning a few skills so that you can do rather than hire. Desktop publishing software enables you to save a ton of money usually paid to pros.

Guerrillas are also keenly aware of when it makes sense to hire a pro, knowing that amateur-looking marketing is an invitation to disaster. They might hire a highly-paid professional designer to give their marketing items a powerful visual format, then use their own staff members or themselves to continue generating marketing materials that follow this same format. They learn from any consultant they hire.

By understanding that economizing does not mean saving money, but investing it wisely, guerrillas test their investments on a small scale before plunging headlong into any kind of marketing. They have no fear of failure, providing the failures are small ones and knowing that even one success in ten tries means discovering a path to wealth and profitability. They know in their hearts that money is not the key to happiness or success, but that enough of it enables them to have a key made. Real frugality is more about priorities and results than just saving money.

Jay Levinson
The Father of Guerrilla Marketing
Author, “Guerrilla Marketing” series of books

Note from us: Jay knows the value of his email newsletter is enhanced by the viral effect it can have by recipients.  This “repost” is an example of how his reach is extended when readers like us republish (with links and attribution).  We recommend his books, his website, and membership in the Guerrilla Marketing Association.

Comments Off on How Will Google+ Effect SEO?

How Will Google+ Effect SEO?

“How Google+ Will Effect SEO?” is a question being asked a lot today.  At this point in time, there are early indications how the new social network from Google will impact site SEO. I thought this post from AddThis was insightful and wanted to share it. – BG

The Internet is buzzing with headlines and reactions about Google’s new social network, Google+. Recently launched this summer, Google+ is set to become Facebook’s greatest rival yet. Considering that the new social media platform is another product that Google has under its belt, Google+ may just be more than a Facebook contender. If it really uses the power already wielded by Google, G+ may have a tremendous impact on search engine rankings.

Signs That Indicate Influence on Search Rankings

Even before G+ was rolled out, Facebook and Twitter were already integrated into the search engine results pages (SERPs). In fact, before Google and Twitter’s real-time tweet stream deal expired just a few weeks ago, the number of times a link is retweeted would directly affect how that link is indexed in the search results.

Now that Google+ is here, users can engage in online social activities within Google itself, although the chances of G+ beating out Facebook and Twitter look pretty slim as of now since the new Google product is still very new.

With that said, it’s hard not to expect that Google+ will influence a page’s organic rankings, especially when Google pulled the plug on its real-time Twitter stream feature.

The +1 Button

Speculations about Google+’s search engine relevance have sprouted, but you may not speculate anymore once you’ve understood Google’s equally promising new tool, the +1 button.

Google actually dropped an official announcement on YouTube regarding the use of the +1 button. According to the video, every time the +1 button in the SERPs is clicked, users are telling Google that that particular search result is more relevant to the keyword they’re searching for. The video also says that Google considers “+1’d” results in indexing pages.

So, the personalized annotations can help certain sites rank higher since users will be given search matches that are more pertinent to their keywords.

However, that’s when you use the +1 button on the search results. What about Google+’s +1 button?

Google+’s +1 button is a clone of Facebook’s “Like” button. You can click on +1 to confirm that you like a post in the way you can click on the “Like” button if you like something on Facebook.

Google+ may have copied many of Facebook’s best features, but what makes this new social network interesting is that you can view search engine results, not just G+ posts, your friends have +1’d by clicking on their Google profile’s +1’s tab.

There’s only one setback. Unlike Facebook, Google+ doesn’t post your +1’s on the homepage feed. To see your friends’ +1’s, you have to go to their individual Google profiles, hope they’ve enabled the +1’s tab, and repeat this entire process for the rest of your friends.

Social Interaction and Content Quality

If you’ve been keeping a sharp eye on Google’s latest updates and algorithm changes, you’ve probably noticed that the search company has been emphasizing high-quality content that users will find useful and relevant. When you throw the +1 button into the mix, creating valuable content becomes even more essential. While we still don’t see our friends +1’s in the Google+ homepage feed, this is very likely to happen eventually.

Google’s motives have always been tricky. Even so, every Internet marketer and webmaster should consider taking advantage of Google+ as evidence of social interaction being integrated into the search rankings is becoming clearer, even if it’s too early to say that Google+ will have a huge role in your search engine positioning.

Thanks to AddMe.com for offering this article.

Comments Off on Producing Great Results With Brochures

Producing Great Results With Brochures

From an article by Jay Levinson (the Father of Guerrilla Marketing)

In a recent email from Jay Levinson (which you can sign up to receive here), Jay Levinson spelled out some really useful points to avoid common mistakes in developing print brochures for small businesses.  They certainly apply to online (pdf) brochures too, and I forward them to you here.

  1. Don’t waste your cover panel or headline position with your company name. Instead, give them a reason to read the rest of your brochure.
  2. Don’t be unclear as to what your brochure should do for you. Is it to generate leads? Close sales? Prospects won’t take the time to figure it out.
  3. Don’t fail to answer the big question: “What’s in it for me?” Stress your benefits more than features using language your prospects understand.
  4. Don’t try to include too much in your brochure. If you have multiple offerings, open your mind to the idea of multiple brochures, not just one.
  5. Don’t be sloppy or unprofessional. Software enables you to do it yourself without having it look do-it-yourself. There’s no room for even a trace of amateurishness, smudges, inconsistent inking or crooked printing.
  6. Don’t be guilty of poor grammar or spelling. One misspelled word or poor use of grammar can undermine even the most compelling offers.
  7. Don’t allow any typos, contradictions, or omissions. Be careful and be consistent. Let a proofreader go over your final brochure before printing.
  8. Don’t forget to include a call for action. Say what you offer, what it means to customers and what they should do next. Call you? Fax you? Visit you? E-mail you? Tell them exactly or they’ll do zilch.
  9. Don’t have confusing order forms. Let someone who didn’t produce your order form fill it out. Assume nothing and test everything.
  10. Don’t limit yourself to a paper brochure. Perhaps it should be on a CD, DVD, or on the web.. The world is getting more paperless.