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Title: PreConference Seminar Brochure Design


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Pre-Conference SeminarBrochure Design
  • November 2007 Orlando FL

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Marketing Model
US
THEM
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From Products to People
US
Senior Adults
Kids
Singles
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Increasing Segmentation
  • Seniors
  • Boomers
  • Boomer Grandparents
  • Boomer Parents
  • Retired Boomers
  • Divorced Boomers
  • Remarried Boomers with blended families
  • Boomers 43-49
  • Boomer 50-55
  • Boomers 56-65
  • Generation X
  • Single
  • Married
  • Families
  • Underemployed
  • Generation Y
  • Entering Workforce
  • Under-employed
  • Single
  • Ethnically diverse
  • Kids, too

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Your Image
Beliefs
Impressions
Perceptions
Attitudes
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Develop Your Image
  • Fun
  • Friendly
  • Efficient
  • Innovative
  • Comprehensive
  • Low Cost
  • Product Leader (Nike)
  • Product Specialist (Providing certain types of
    classes better than anyone)
  • Market Specialist (Providing classes for a
    specific segment)

Over and over, and over again
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The Five Ws OF Image Development
W
HO All of your staff.
W
HEN Every customer interaction
W
HERE At every customer contact point
W
HAT Every communication opportunity
W
HY Because image is long-term
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Four No Cost Image Makers
  • Logo
  • Slogan - USP
  • Your Program Name
  • Testimonials

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Your USP What Makes You Unique
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Sample USPs
  • LERN Information that Works!
  • Fed Ex When you absolutely, positively
  • Unknown Moving Company We are movers not
    shakers
  • Nike Just Do It!
  • Tims Tree Stump Removal We go out on a limb
    for you!
  • Raino Linings Tough doesnt even scratch the
    surface!

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The Power of Your Image
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Keeping Your Image Current
  • McDonalds Is Your Kind of Place (1965)
  • You Deserve a Break Today (1971)
  • We Do It All For You (1975)
  • Nobody Can Do It Like McDonaldss Can (1979)
  • You Deserve a Break Today ( 1981)
  • McDonalds You (1983)
  • Its a Good Time for the Great Taste of McDonalds
    (1984)
  • Good Time, Great Taste (1988)
  • Food, Folks and Fun(1990)
  • McDonalds Today (1991)
  • What You Want is What You Get (1992)
  • Have You Had Your Break Today? (1995)
  • Did Somebody Say McDonalds? (1997)

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IMAGE
  • Create it!
  • Nurture it!
  • Live it!
  • Splatter it everywhere!

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Ratios For Brochure Success
  • How many brochures are required to generate
    one enrollment?
  • Number of Brochures Distributed
  • Total Number of Enrollments
  • 50000/1000 501
  • 1000/50000 2

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Average Registration Fee
  • Total Income Total Enrollments

50,000 Revenue Divided by 1000 Enrollments
Average Registration fee of 25
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The 3-30-3 Rule
  • Three seconds to grab their ATTENTION
  • 30 seconds to answer WIFM
  • 3 minutes to deepen DESIRE and get them to ACT.

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A Attention Cover Back Cover
The AIDA Principle
I Interest First 2 Pages
A Action Registration Information and Form
D Desire Session/Course Description MORE!
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Prelude.
  • A good brochure does a lot more than inform
  • It drives registrations and puts seats in seats!
  • In short, it sells!

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The AIDA Principle
  • A
  • Attention

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Classes for the Masses Everybodys Lifelong
Learning Program
LOGO
  • Teaser Copy
  • Teaser Copy
  • Teaser Copy
  • And more. . .

Classes for the Masses
Learning at the Speed of Life
Fall 2004
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Principles of Cover Design (for our traditional
audience)
  • Keep it simple
  • Select a graphic that tells a story or that
    creates a specific response from the reader
  • Use one main graphic focal point
  • Use teaser copy
  • Use a logo and slogan a USP
  • Avoid trite images and generic graphics
  • Fill the visual field
  • Choose appropriate stock

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Community Programs
  • Dont put the address and telephone number on the
    front cover
  • Dont use pictures of your facilities or building
    unless there are people
  • Be sure to include Name of program, session or
    term, slogan, logo, teaser copy

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Guidelines for Using Color
  • Color is an important communicator of image.
  • Colored printing on the cover is worth the cost.
  • Avoid colored stock for the cover.
  • Use screens and overlays absent colored printing
  • Use dark text.
  • Use high contrast.
  • Print photos in black.

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Your Program or Course Title and Your Theme Must
Grab ATTENTION!
  • Your Conference, Seminar, Class or Session Title
    MUST Grab Attention
  • Your headline, title, theme is 5 times more
    likely to sway prospects than any other copy.
  • Make it bold, make it a big benefit!
  • Expend some real effort here!!!!!!

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Some Examples
  • Make your event important
  • Executive Strategy Session for Teambuilding
  • Simplify difficult topics
  • New Tax Laws and You In Plain English
  • Create a sense of value
  • Exclusive Internet Briefing for Top Executives

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More examples
  • Be on the cutting edge
  • The New Realities of Jury Selection
  • Quantify outcomes
  • Ten Proven Ways to Use Computer Networks in
    Corporate Training
  • Identify the target audience
  • Customer Care Strategies for Support Staff
  • Use dynamic and dramatic, emotion-laden positive
    words
  • Make More Money. . .Now!

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More Examples
  • Offer solutions to difficult problems
  • The Seven Super-strategies for Managing Your Own
    Assets
  • State the benefits of participation
  • Avoiding Costly Legal Pitfalls in Residential
    Real Estate Sales
  • Offer ways to achieve specific goals
  • Breaking the Barriers to Federal Procurement

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A Rose by Any Other Name
  • The Learning Marketplace
  • Learning Central
  • Marketing Summit
  • Executive Briefing
  • Power Seminar
  • High Results Training Seminar
  • Advanced Course on. . .
  • Cutting Edge Symposium on

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12 Most Powerful Words in the English Language
  • DISCOVER
  • EASY
  • GUARANTEE
  • HEALTH
  • LOVE
  • MONEY
  • NEW
  • PROVEN
  • RESULTS
  • SAFETY
  • SAVE
  • YOU

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Color, Screens, Contrast, Clarity, Simplicity
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Sample Covers that Work!
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COVERS FOR TARGET AUDIENCES
  • Boomers are no longer our sole audience
  • Boomers arent old and never will be old
  • BUT boomers dont like what Gen X and Gen Y like
  • And Gen X and Gen Y definitely are not attracted
    by the same images as Boomers
  • The Result? Targeted covers for different
    audiences.

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The AIDA Principle
  • Attention
  • Interest

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Focus on Benefits
  • What they get
  • What they will learn
  • What they will be able to do new, different,
    better
  • Whats actionable
  • What will change their life

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Benefits
  • Be Bold
  • Use active words phrases
  • Focus on whats in it for them!
  • Create as many benefits as possible and then
    create some more!
  • Restate the most benefits important over again

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Remember
  • They cant know your value unless you tell them
    and tell them again.
  • Dont make them guess whats in it for them!

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First Pages Community
  • Welcome Uniqueness, new, benefits
  • Table of Contents the way they think
  • Highlights new, big, bold, benefits
  • Graphics to the target audience(s)

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Do Not Include
  • Registration
  • Lists of boards or committees
  • General information
  • Paid advertising
  • Blank page
  • Remember Your are stressing the benefits of
    your program.

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First Copy Seminars
  • Complete list of most powerful benefits
  • Who should attend
  • Testimonials/previous participants
  • First call to action
  • Follow with schedule

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First Copy Conferences
  • Welcome (USP)
  • Table of Contents
  • Key benefits
  • Keynoters, with photos
  • Special highlights
  • Program overview
  • First call to action

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  • Five Myths That Stop Companies From Hiring Search
    Engine Optimization Experts They Desperately Need

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The AIDA Principle
  • Attention
  • Interest
  • Desire

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Components of Community Class Descriptions
  • Title
  • Opener
  • Description Narrative
  • Teacher Information
  • Logistics

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The Title
  • Interactive Ask a question.
  • Why Does My Car Go Ping Ping?
  • State outcomes or benefits.
  • Six Weeks to a More Fulfilling Job
  • Create reader identity by stating a common
    problem.
  • Instant Piano for Busy People

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The Title
  • Create a sense of mystery or discovery
  • Find Out Almost Anything About Anyone
  • Use quantitative titles
  • Ten Ways to Turn Out Terrific Kids
  • Simple, positive, non-threatening
  • Healing Stress With Yoga
  • Use humor
  • Mud, Sweat and Cheers

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The Title
  • Use positive statements or familiar phrases.
  • Live Now, Age Later
  • Identify the target audience
  • Investing for Women
  • Make it Personal
  • Reinvent Your Life Through Meditation
  • Driven to Distraction ADHD At Home

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Titles and Headings
  • Sans serif type is good for headings and titles.
  • Dont use highly stylized type. It is too hard to
    read.
  • Use dark ink to improve contrast.

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Openers for Community Classes
  • Question
  • Want to learn how to investigate someones
    background?
  • Definition
  • Feng Shui is the ancient Chinese Art of Placement
  • Impressive Fact
  • More than 850,000 individuals will Inc.
    themselves this year.

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Openers Community Classes
  • End result
  • You will learn to play any pop tune on the piano
    with both hands in ONE 3 ½ hour workshop.
  • Humor or distraction
  • Since strangling is not an option, you need to
    learn socially acceptable ways to deal with
    difficult people.
  • Quotation
  • No man is an island.

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Tips for Writing Better Descriptions Community
  • Use you language.
  • Emphasize benefits of participation.
  • Keep the Descriptions between 45 and 120 words.
  • Use complete sentences.
  • Avoid abbreviations in the narrative
  • Dont use decimal points and zeros when you write
    the price of the class.

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Descriptions for Seminars and Conferences
  • Make titles cutting-edge and benefit laden
  • Use lots of verbs
  • Emphasize Benefits
  • Dont time the days. Do show when topics will be
    covered.
  • Provide speaker information
  • Practical experience in applying what they
    present
  • Document that they can present/teach
  • Other credentials that establish expertise

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Build up Your Presenters
  • Major error too many make is NOT promoting
    presenters enough.
  • Focus on what matters
  • Real life experience
  • Ability to impart the content

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Examples
  • Joan Walden is a practicing naturopathic
    physician. Her provocative, one day seminar on
    natural healing always sells out.
  • Bill Baxter sells more cars every year than any
    other sales person in Orlando. His class called
    How to Buy a Car and Not Get Stiffed has filled
    every session for the last 10 years.

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Copy for Gen-X
  • Keep it punchy and out of the internal recycle
    bin.
  • Keep it real.
  • Use nostalgiabut use it well. Xers are
    pop-culturally world weary.
  • Use generationally appropriate language along
    with images.

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Copy for Gen-X
  • To the point. No glitz and sizzle.
  • Prove your program/course is worth it
  • Multiple levels of information at once
  • The four Cs clear, concise, coherent, correct
  • State the benefit, use a number, keep it
    shortand deliver

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Power Words and Phrases
  • FREEDISCOVERPOWERFULEASYGUARANTEEDYOU'LL
    LOVE THISMONEYHOTTEST
  • NEW IMPROVEDPROVENRESULTS
  • AMAZING
  • SUDDENLY
  • MAGIC/MAGICAL
  • STARTLING
  • SAVE

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Power Words and Phrases
  • REVOLUTIONARY
  • STATE-OF-THE-ART
  • FANTASTIC
  • SAVE
  • BEST
  • FOR A LIMITED TIME ONLY
  • SECRETS
  • THE BEST KEPT SECRET
  • UNBELIEVABLE
  • MUST SEE TO BELIEVE
  • WONDERFUL
  • REMARKABLE
  • MIRACLE
  • AMAZING
  • UNDENIABLE
  • THE LATEST IN
  • TIME SAVING
  • MONEY MAKING

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Ten Rules for Readability
  • Use color for emphasis, not for copy.
  • Too much bold or italic type can slow readers
    down.
  • ALL CAPITAL LETTERS LOOK LIKE RECTANGLES.
  • Reverse print is hard to read.
  • Vertical lettering is hard to read.
  • Dont mix type styles.

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Ten Rules for Readability
  • Use Serif type for narrative copy.
  • Use a minimum of 10 point type for narrative
    copy.
  • Use leading that is one point larger than the
    type size.
  • Keep column widths between 22 and 66 characters.

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Eye-flow
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Tips for using photographs
  • High contrast/black and white
  • Use a .5 border to make them stand out
  • Always use captions
  • High quality/action oriented
  • Close-ups
  • Make the photo tell a story

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Testimonials Sell
  • There is no such thing as a bad testimonial. Some
    are just better than others.
  • Use names. Use titles and company if appropriate.
  • Exception Where clients must remain anonymous
  • The more benefit related the better
  • The more testimonials the better

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On Testimonials
  • Better than nothing
  • This was a fun class and I liked the instructor
  • Getting Better
  • The instructor was impressive and knowledgeable
    and I learned a lot.

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On Testimonials
  • Better Yet
  • Peggys awesome. What I learned will be
    invaluable in the future.
  • Now then
  • Peggys awesome! Ive put to work what she
    taught me and after only two short months, my net
    receipts are up over 50! And, the future is even
    brighter!

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  • Attention
  • Interest
  • Desire
  • Action

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Registration
  • Registration says a lot about your program

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Registration
  • Part of your overall marketing
  • A critical image-maker
  • Must get them to act
  • At the brochure stage, registration is not a
    contract
  • Save the heavy stuff until after they act

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Barriers to Registration
  • Limited options
  • Too much info
  • Lack of convenience
  • Strict refund policy
  • Limited staffing
  • Negative language
  • Staff not knowledgeable
  • Process unfriendly

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Characteristics of a Good Registration Page
  • Lively, attractive, easy to read
  • Large headers
  • Positive language
  • Minimal copy
  • Complete information
  • Simple forms
  • Graphics
  • White Space

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Back Cover
  • Often what people see first
  • Use color and graphics
  • Stress benefits
  • Minimal mailing panel
  • Testimonials
  • Highlights

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Postcards The Emerging Promotion
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Post Card Promotions
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Thank You Thank Your Customers!
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