Promotional Materials for Your Home Jewelry Business

Promotional materials are an important ingredient to
"Getting Noticed"

Designing Promotional Materials

One way to make your business look successful and professional, even when it's not, is to have well-designed printed materials such as a business card, letterhead with matching envelopes printed on quality stock, hand-tags, order forms, price lists, brochures or flyers and a sign.

Once you have chosen your logo and typestyles you are now ready to design your promotional materials which will help you to effectively achieve the image you want to convey.

The important thing now is to make your logo, your name and your image stick. Therefore, you need to use your logo on every piece of printed material that you produce.

As in any small business you must budget for your printing costs. In order to keep your printing costs down, you must learn to create your own camera-ready art work when preparing promotional materials. This is not as difficult as it sounds.

If you own a computer or have access to one, then preparing your printed materials will be a simple task. If you do not own or have access to one then visit an art store and take a look at the wide selection of transfer lettering they offer, plus the charting and drafting tapes commonly used by newspapers to create borders and other design effects.

Business Cards

One of the most important items in your promotional materials is your business card.

Business cards are the most common form of on-the-spot advertising used by business people today. A business card also helps to establish your authenticity and serious intent as a business person.

Business cards are like first impressions. They're sometimes the only thing a person has to remember you by, and remains as a physical representation of your company.

A business card reflects your personality and projects an image of your enterprise.

It should be clear and simple, yet professional and eye catching. Include your name, address, or post office box, phone number, "by appointment only" (if applicable), and your logo. If the name of your enterprise or your logo do not describe what you do then be sure to add a line of copy to explain exactly what it is that you do.

Your business card must contain all the necessary information that will remind the recipient of the card who you are, what it is that you do, and how they can contact you. All too often a jewelry designer will only include their name and phone number on their card and expect the recipients to remember who they are and what they do.

Remember that everyone passes out business cards, so most customers will usually end up with at least a dozen or more cards that they have collected in their pocket at one time. If they can't remember what you do or have to offer then they probably will toss your card aside. Make sure that this doesn't happen to you, if you want to create a lasting impression on a potential client, then your card must stand out and be memorable.

Depending on your promotional materials budget and the image you want to convey, there are many optional features available in the way your cards are printed.

These different features may include:

• colored ink, can add great impact to your cards

• colored card stock, as well as a variety of colors, card stock also comes in a variety thickness and finishes

• a process call thermography, or "imitation engraving", which produces raised letters on the front side but leaves the reverse side flat

• engraved cards with raised letters and visible impressions of the lettering on the reverse side

• embossed cards, which have lettering or a logo that is raised without being inked• hot-foiled-stamped cards, which have gold, silver or other metallic lettering

• textured cards, which simulate linen or other promotional materials

• translucent cards, which are made of a durable, high-oil-content stock you can read through

No matter what color, type of card stock, or special printing feature you decide to use on your business cards, there is one feature that should always be observed—the standard 2" x 3½" format. If you find that the standard size is not large enough to accommodate all the information you need to include in your business card, then consider using a fold-over card rather than producing a larger one.

A number of interesting flaps and folds may be experimented with, as long as the result is compatible with your image. The fold will create space inside for a brief explanation of your business or the process you use to create your work, maybe even a small map on how to get to your studio, or other promotional copy. The card would then act as a mini-brochure. If you use your cards for hang-tags as well as for business cards, you could include product care instructions on the inside or reverse side of your cards.

Kathyrn Boer, a stained glass artist, admits she didn't pay much attention to the design of her business cards a few years ago. She though that because she didn't generate a lot of business with her cards, that all she needed was something with her name and phone number on it.

Kathyrn had her card redesigned from a simple black on white style, to one that has a stylish drawing of a stained glass window in the background on gray linen textured card in a book fold format. On the inside she describes herself as an artist and explains some of the processes she uses in designing her stain glass windows. On the back of the card is a small map showing how to get to her country studio.

The additional graphic work and format of the card cost Kathyrn about 50 percent more than the traditional cards, but now she is able to use the artwork in all of her advertising and other promotional materials. She says her new business cards act as a mini brochure and she passes them out to everyone, from potential customers at craft shows to interior decorators and architects. She also uses them as her hang tags on pieces that she exhibits and sells.

Kathyrn says that her business cards are one of the least expensive, but most important items in her budget. She is amazed at the business generated from a simple yet powerful piece of printed material that describes everything about her and her work as a professional stained glass artist.



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