Three books: Kennedy on sales letters, Green and Lipton on design. (Summer Reading).No one can ever know it all, nor can one ever remember it all. That's why the release of the 2nd edition of Dan. S Dan. abbr. 1. Bible Daniel 2. Danish . Kennedy's The Ultimate Sales Letter: Boost Your Sales with Powerful Sales Letters (Adams Media) is so important. This slim, easily digested volume provides a useful overview of the sales letter writing process. It provides a carefully sequenced process, complete with checklists, to ensure that your letters contain as much selling power as possible. Numerous excerpts from successful letters, as well as examples of complete letters, are included. Whether you're a newcomer to writing subscription promotion letters or a veteran, you'll find something of value in The Ultimate Sales Letter. If you're a newcomer, you'll understand the process by which a successful letter is created. If you're a veteran letter writer, you'll appreciate the review of the process as well as probably pick up a few pointers you've forgotten. And, in a day of inflated book prices, the book's $10.95 will come as a welcome surprise for a 194-page book published by an acknowledged expert. A multicultural world We live in a multicultural world. Our readers and prospects may reflect a diversity of national and cultural origins. Ronnie Lipton's new book, Designing Across Cultures (How Design Books, $24.95) is an antidote antidote Remedy to counteract the effects of a poison or toxin. Administered by mouth, intravenously, or sometimes on the skin, it may work by directly neutralizing the poison; causing an opposite effect in the body; binding to the poison to prevent its absorption, for cultural myopia myopia: see nearsightedness. that provides a road map for designing for a broad spectrum of audiences in the United States United States, officially United States of America, republic (2005 est. pop. 295,734,000), 3,539,227 sq mi (9,166,598 sq km), North America. The United States is the world's third largest country in population and the fourth largest country in area. and abroad. (Lipton is the former editor of In-House Graphics newsletter and currently teaches at George Washington University George Washington University, at Washington, D.C.; coeducational; chartered 1821 as Columbian College (one of the first nonsectarian colleges), opened 1822, became a university in 1873, renamed 1904. .) Designing Across Cultures helps you avoid expensive mistakes while fine-tuning your color choices and imagery to best appeal to readers coming from different backgrounds. Primarily organized by country of origin, Designing Across Cultures uses both text and numerous examples to drive home its points. By examining what works and what doesn't work when designing for various cultural groups, you can improve the communicating quality and effectiveness of your international promotional campaigns and newsletter designs in order to avoid offending large market segments by choosing the wrong color palette Also called a "color lookup table," "lookup table," "index map," "color table" or "color map," it is a commonly used method for saving file space when creating 8-bit color images. or design elements. The book is an indispensable guide for today's designer who must make the finished product appealing to a global audience at home and abroad. How to design a newsletter Design is often the stepchild step·child n. 1. A child of one's spouse by a previous union. 2. Something that does not receive appropriate care, respect, or attention: "Demography has a reputation for being the stepchild of . . . of promotion and editorial. This is not right. Design can easily undermine a newsletter's message by projecting an inappropriate image or contents. Poor design can also make a publication unnecessarily hard to read. Enter Chuck Green
Charles "Chuck" Green (November 6, 1919 - March 7, 1997) was a famous American tap dancer. Green was born in Fitzgerald, Georgia. . Designer Green has numerous newsletter designs and templates to his credit. His Design It Yourself Newsletters (Rockport Press, $25) is his latest guide to creating effective, easy-to-read newsletters. Design It Yourself Newsletters balances text and graphics to create a most welcome tutorial on newsletter design effectiveness. Design It Yourself Newsletters takes readers through the newsletter design process, including numerous helpful worksheets and bulleted bul·let·ed adj. Printing Highlighted or set off with bullets: a bulleted list. lists. Along the way, readers are exposed to a variety of Green's newsletter designs. Full typographic See typography. specifications for headlines and ad body copy are also included, along with color suggestions. One of the best features of Design It Yourself Newsletters is the way large illustrations provide a detailed look at a single page, while a series of smaller details shows how the inside and back pages of a newsletter are handled. The book's generous 81/2 x 11" dimensions and quality printing greatly assist in telling the story. Several different newsletter designs are included, using different column arrangements, to provide a sufficient variety for even the most esoteric es·o·ter·ic adj. 1. a. Intended for or understood by only a particular group: an esoteric cult. See Synonyms at mysterious. b. newsletter topic. As is typical of Green's work, the newsletter designs are startlingly star·tle v. star·tled, star·tling, star·tles v.tr. 1. To cause to make a quick involuntary movement or start. 2. To alarm, frighten, or surprise suddenly. See Synonyms at frighten. compelling because they are startlingly simple. Each design element clearly emerges, producing an image of strength and competence. Newsletter editors and publishers interested in self-improvement should do themselves the favor of purchasing and studying this book. Roger C. Parker, 603-742-9673 RCPCOM@aol.com, www.OnePageNewsletter.com, www.RogerTheBookCoach.com |
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