CONTENTS Starting a new Business? Design Spotlight: L O U B O N Product Feature: Newsletters Think about it

October 18, 2001 Welcome to Issue 001 for the new Liz Roberts Design E-Newsletter! This newsletter is an evolution from the joint IMPACT! publication that was created in association with Fortress Web Design. We've decided to break the IMPACT! publication into two unique newsletters. Most of you will have received the Fortress newsletter at the end of last month. For those that did not, here are the reasons for changing the format: The change of format allows us to provide updates on a different schedule from Fortress Web Design and gives us more room for the content we want to add without making a combined newsletter a ridiculous length. Our IMPACT! newsletter subscription list will remain intact, and you will be able to receive both the Liz Roberts Design Newsletter and the Fortress Newsletter with your single sign-up. Back issues of the newsletters will be available on the respective company websites. Enjoy the newsletter!

One of the most common mistakes in starting a new business is underestimating the value of a business logo. People remember images before they remember words! Having a professional logo designed should be one of the essential items in your business plan. It has been proven that people want to deal with "success" in business, and yet we know that success is quite often just a perception, if you "appear" successful, people will perceive you as successful! So....how do you appear successful? You make sure that every item that represents your company, bears your company's image....not just the logo, but the style. Your business cards, letterhead, envelopes, brochures, presentation packages, advertising and website should all have the same look. Choose a colour, a design style, a font that dominates all of your marketing materials and don't vary them, even the paper stock that you choose should be the same. It tells your public that you are consistent and reliable, it even tells them that you are trustworthy because you don't keep 'changing your mind'. It also says that you are proud of your business, that it stands for quality, that you want to be recognized because you are proud of what you do. If you are a designer, you may very well develop this look yourself. If you are not, beware, it can be obvious! If you have a vision for your business and you are excited about it's future, then make the investment now and let your future clientelle SEE that you are serious about what you do. Inquire about printing costs, you may be surprised at how reasonable they can be, and don't be afraid to 'shop-around' for prices, the printing industry is very competitive. We will address the printing aspect in our next newsletter. For now, concentrate on the impression you want to make, if you have to cut corners financially, do it in an area that the public doesn't see. Remember, no matter what it is that you do....people ARE your business....impress them! L O U B O N This client had already chosen her colours and theme for her new business and was looking for a design to incorporate these elements. We really wanted to bring class and quality to the products she offered as well as some mystery and excitement. In order to do this, I created a background of Egyptian artifacts which I overlapped and faded back so as not to be dominant on the card, I also used one of the client's chosen colours here. I then took a photo of Egyptian hieroglyphs , created a shape and used the photo as a fill, adding drop shadows and other filters to give the appearance of a piece of ancient chiseled stone. To make the name of the business stand out and to contrast the background, I used a metal effect of polished bronze. The final look conveys a sense of mystery and elegance and adapts well to use on stationary, website and signage. This month's feature product is newsletters....... a means of communication as well as exposure. If you have a large number of employees, ie: real estate, insurance etc. you could produce an internal newsletter that keeps everyone in touch with what is happening in the company, it also gives a sense of 'belonging' to an organization, of being a part of something. For the most part, however, newsletters are sent to your database. They are a means of letting your clientele know of new products and/or services and some light-hearted information such as household/office tips, recipes or upcoming events. One of the major advantages of a newsletter is the subliminal message it conveys ! Consistency is important....if you are going to send out a monthly newsletter, make it the same time every month, your readers will feel you are reliable and they can count on you to be there when they need you. As far as cost is concerned, you don't have to produce a full colour, glossy product that will cost the earth to produce, a simple black and white or two colour , 2 sided, folded piece can have just as much effect. Keep it classy, informative, easy to read and delivered regularly and you will get the response you desire. Unless you are making special offers in your newsletter, do not expect your phone to ring off the hook.....this means of communication is long term, where you establish yourself over a period of time. My best advice is to commit to a year, preferably 12 issues, do follow up articles so your readers look forward to the next installment and deliver them on time! "There are no victims in life....only volunteers" - Author unknown