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Precision Graphics Centers September 15, 2020


An adroit mixture of everyday settings and extraordinary events.
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The world of business and finance gets skewered, as Bottom Liners tackles subjects such as foreign takeovers, office policies, getting a raise, and the fast-paced world of Wall Street.
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The off-the-wall humor of Off the Mark puts a refreshing spin on the things we see every day ... from your favorite icons to your least favorite trends, from commercials to pets to computers. Slightly skewed and just a little twisted, Off the Mark scores a bull's eye with readers looking for a laugh.
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In today's complex world of family issues, Focus on the Family provides grounded, practical advice for those dealing with family problems.
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A whimsical, slice-of-life view into life's fool-hardy moments.
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News From
Tom Moen
Idea of
the Week
Marketing Tip
Uncommon Product of the Week
Tech Tip





Narrow Your Focus


Landing New Customers


Stick It To ‘Em


Fonts, Fonts, We Want Fonts!
A Message From Tom Moen
The Way I See It

Someday I’ll Tell My Children

For all the parents out there, here is an oldie but a goodie from Erma Bombeck, published in 1975:

Someday, when my children are old enough to understand the logic that motivates a mother, I’ll tell them . . .

I loved you enough to bug you about where you were going, with whom, and what time you would get home.

I loved you enough to insist you buy a bike with your own money, which we could afford, and you couldn’t.

I loved you enough to be silent and let you discover your hand-picked friend was a creep.

I loved you enough to stand over you for two hours while you cleaned your bedroom, a job that would have taken me 15 minutes.

I loved you enough to say, “Yes, you can go to Disney World on Mother’s Day.”

I loved you enough to let you see anger, disappointment, disgust, and tears in my eyes.

I loved you enough not to make excuses for your lack of respect or your bad manners.

I loved you enough to admit that I was wrong and ask for your forgiveness.

I loved you enough to ignore “what every other mother” did or said.

I loved you enough to let you stumble, fall, hurt, and fail.

I loved you enough to let you assume the responsibility for your own actions, at six, 10, or 16.

I loved you enough to figure you would lie about the party being chaperoned, but forgave you for it . . . after discovering I was right.

I loved you enough to shove you off my lap, let go of your hand, be mute to your pleas and insensitive to your demands . . . so that you had to stand alone.

I loved you enough to accept you for what you are, and not what I wanted you to be.

But most of all, I loved you enough to say no when you hated me for it. That was the hardest part of all.



Tom Moen
Idea of the Week
Marketing to the Smallest Viable Audience

If you are a marketer, you’re in the business of making things happen.

Whether you’re trying to get people to vote or buy your environmentally-friendly fertilizer, your goal is to grab attention and make people respond.

To do this well, you need to continually ask yourself, “who’s it for?” This simple question can guide the product you make, the story you tell, and where you share.

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Narrowing Your Focus

If you have to choose 500 people to become your true fans, who should you choose? By selecting people based on their needs and dreams, you can group people based on psychographs instead of demographics.

For example, you might zero in on . . .

  • Bargain Bill, who’s playing a sport when he shops, while simultaneously wrestling with his internal narrative about money
  • Hurried Harry, who’s always looking for a shortcut and is rarely willing to wait in line, read directions, or weigh complex decisions
  • Paranoid Paula, who’s suspicious of the cab driver, is convinced she’s getting ripped off by the desk clerk, and would never drink out of a hotel minibar

To force your micro-focus, ask yourself questions like:

  1. What is the smallest market my business can survive on?
  2. If I could only change 30 people, who would be the ideal customers for my product or service?
  3. Who is in the greatest need of our idea?
  4. Who is most willing to pay me for the change I’m promoting?

 

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The goal of the smallest viable audience is to find people who will understand you and will fall in love with where you hope to take them. That love leads to traction, and to attitudes and choices that become part of their identity.

And it certainly shapes the storyline you share. One template that can help craft that highly specific narrative is this:

My product is for people who believe _______________.

I will focus on people who want _____________.

I promise that engaging with what I make will help these people get _____________.

Ideas that Spread, Win

If you want to multiply your advertising impact, don’t hide behind “anyone” and “everyone.” Ruthlessly define your smallest possible audience and speak to their hopes, dreams, and needs.

Start with empathy to see a real need, and match your messaging to the worldview of the people being served. Here you will build momentum as you engage a tribe and make change a reality.



See more great ideas like this!
Click here to visit the Precision Graphics Centers Ideas Collection.

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Marketing Tip
Increase Sales with Custom Landing Pages


Rather than directing all visitors to your homepage, use landing pages to drive traffic, improve your SEO, and to customize your messaging for specific audiences. New to landing page customization Here are two popular types of landing pages to consider for your website:

Lead generation landing pages are often created specifically for marketing campaigns. Since they are designed to generate leads, these landing pages feature an “offer” and request customer information for hooks like a contest entry, merchandise giveaway, a free white paper, or complimentary webinar registration. Lead generation landing pages are focused on a strong CTA (call to action), such as “Subscribe today,” or “Register now for your free consultation!”

Click-through informational landing pages are typically designed to educate customers about a specific type (or category) of products. For example, an HVAC business may have a landing page for “Smart Thermostats.” Topics featured on this page may include user convenience and control, cost and energy savings, and a product highlight section with clickable images and/or links to view individual product pages.

Customers won’t find your landing pages if you don’t steer them in the right direction, and print marketing materials are a powerful catalyst to spark curiosity! Looking for a powerful one-two punch Our team of experts can help you create the perfect print materials to complement your online and social media marketing. Let us know if you’d like to see samples!

 



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Uncommon Product
Campaign Stickers


Campaign stickers are a fun and affordable giveaway for any campaign, ranging from student class leaders to professional political offices. Campaign stickers can be used to help deliver your message, to build awareness about a cause, and to inspire followers to spread the enthusiasm!

Stickers are easy to share and are fun for people to wear at events. They can also serve as mini billboards when applied to envelopes, promotional materials, notebooks, water bottles, laptops, and more.

Custom stickers are available in die-cut shapes or simple roll stickers and can be printed in any size, shape, or color.

If you’d like help creating the perfect attention-grabbing sticker, we’re here to help! Remember, other printers may be nearby, but nobody comes close.



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Tech Tip
Expanding Google Docs Font Choices


While the fonts selector on Google Docs shows a limited number of font choices, there is an easy way to access additional fonts.

Open an existing document or create a new document with Google Docs. Click the font arrow in the toolbar and select “more fonts.” A new window will open that shows fonts that weren’t available in the standard font selector.

You can search for a specific font name by typing the name: search by type (such as handwriting, serif, sans serif), or sort by date added, popularity, or fonts trending.

Choose the font you like and click “OK” at the bottom to close the fonts window. Your selected font will be added to the top of your font list under “recent” for easy access.

If you want even more font choices, there is an add-on called “Extensis Fonts,” which allows you to add more than 900 fonts to Google Docs and Google Slides. You will need to install and integrate it with your Google account.

For details: Extensis Fonts



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