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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. 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 for cultural myopia that provides a road map for designing for a broad spectrum of audiences in the United States and abroad.

(Lipton is the former editor of In-House Graphics newsletter and currently teaches at George Washington University.)

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 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 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. 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 lists. Along the way, readers are exposed to a variety of Green's newsletter designs. Full typographic 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 newsletter topic.

As is typical of Green's work, the newsletter designs are startlingly 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,,
COPYRIGHT 2002 The Newsletter on Newsletters LLC
No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 2002, Gale Group. All rights reserved. Gale Group is a Thomson Corporation Company.

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Author:Parker, Roger C.
Publication:The Newsletter on Newsletters
Date:Jul 17, 2002
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