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 you.

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 departments.

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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