|Not Normal Marketing
July 2006: Be Consistent
by Stephen Ghelerter
Be consistent with
the colors and type styles you use in your marketing. In doing
so, people will instantly recognize you marketing pieces, and you
will create an image in their minds. It will help them remember
I don't know the
name of the septic tank service I use. I probably would recognize
it in the Yellow Pages, but I usually pull an old sales ticket
from my file when I need them.
Contrast that to
another service that has pink trucks. Their Yellow Pages ad
mentions the pink trucks. They are easy to remember and find.
I use pink invoices
and pink payment envelopes. (I'm not pushing pink.) My invoices
and envelopes stand out in the stack in my customers' accounting
If you have a logo,
use it as much as possible. And if you don't have one, pick a
type font you like and use it all the time.
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