Liquidemic is an ongoing collaborative project between photographer Scott Alexander and model Rita Romero. It began in 2015 with Rita’s passion for “the mermaid lifestyle.” Having worked together numerous times already, Rita wanted to venture out and shoot her mermaid persona underwater. They expanded their vision to include general underwater model art. Through a bold series of underwater works, Liquidemic presents compelling imagery unique to most modern photography. Our goal is to continue to push the limits to create imagery that gives visitors pause. That makes them stop and look. It is the exact kind of imagery that works perfectly for advertising and promo material for any brand or business wanting to get noticed.
While a relatively new venture, Scott and Rita have both established a sizeable following through their other work.
Company overview: What does your company do? When did it start? Is there something unique about your founding that people might be interested in? The overview is the place to sum up your business so that even someone who hasn’t heard of you before will understand what your operation is all about. This can also include a fact sheet listing elements of your business or a timeline of growth and achievements.
Use this section to talk about your company’s founders, CEO, chairperson, investors or any other key players.
“It’s a great opportunity to differentiate and put a human face on the company,” says Lauren Selikoff, chief marketing officer for Allison & Partners, a public relations firm based in San Francisco. “Bios are often a lost opportunity for that because really a company’s executives are the soul of the company. You can get some insight into how a company’s management team thinks, what their vision for the future is.”
But keep the descriptions tight and don’t try to tell everyone’s life story or you risk losing interest fast, warns Lou Hammond, founder of Hammond and Associates, which handles public relations for several resorts and destinations out of its New York, Florida, and South Carolina offices.
“No bio in today’s world needs to be more than three paragraphs,” she says.
FAQs: You can use a frequently asked questions section to help differentiate your company from your competitors, Black says. She recommends talking to your sales team to find out what questions keep popping up. Your answers will help place your company in context of the larger marketplace. You may also want to consider including customer testimonials or product reviews if appropriate.
News coverage: You should always include at least your one or two most recent press releases. But you also should include any coverage or mentions in the press your company has received, such as reprints of magazine stories, clips from a newsreel, or screenshots from online publications. Don’t have any coverage yet? Erin Tracy, vice president of Regan Communications, says you should consider hiring a production team to create a demo video. This gives you a chance to show off your company and executives as poised, articulate, TV friendly, and ready for interviews.
Getting rights for reprints of news coverage can sometimes be costly, so Selikoff recommends considering just linking to the coverage instead in your online press release.
Art: In the spirit of one-stop shopping, your press release should provide some photos or B-roll footage of your company that media organizations can easily use. They could be photos of your products, headshots of key employees, video of your operations or a map of your location. The kit should make it clear that journalists are allowed to republish the images or video with any appropriate credits. Including a logo with the images is an easy way to get your brand image out into the public consciousness, experts say.
When creating publicity materials for the “Back Jack” campaign that seeks to turn Jack Daniel’s birthday into a national holiday, public-relations firm DVL, which is based in Nashville, included archival photos of the liquor’s namesake and high-quality downloadable videos talking about his history.
“He’s celebrating what would be his 160th birthday,” says Mark Day, senior vice president at DVL. “We want to point out to the media that Jack Daniels actually was a real man. [The kit] becomes a library of all things Jack Daniels for the particular birthday promotion.”
If you don’t have professional photos to share, Tracy recommends setting up a company Flickr page, YouTube account or Facebook profile and linking to them through the kit. Those services are easy to use and a quick way to share photos from recent events, she says.
Contact information: This seems like a no-brainer, but public relations professionals say some people often overlook including a section telling media whom to contact for more information. You should list phone numbers and e-mail addresses for your company spokesperson, public relations person or a designated staff member who handles media requests.
“The benefit of having a press kit is having all of the information that you want people to know together in one spot,” Selikoff says. “A press kit without contact information is useless.”
Promises, Promises…Right on the Cover
How many times have you been at one of those display racks with tons of brochures about tourist attractions? What made you pick up certain brochures and leave others behind?
It was the statements made on the cover.
You have to put a strong selling message here (and not just a pretty picture).
Promise your readers a benefit or reward for getting them to flip open your brochure. Entice them, without telling the whole story. Give them enough sizzle, without the whole steak. That’s what you can serve up later, when they open it up and begin to read.
Make It Easy on the Eyes
A wall of copy is the the last thing you’d want to read is a magazine. Pages and pages of heavy text are daunting to any reader, unless of course they are about to read a novel.
Think of your brochure in the same terms. Short sections, broken up with a headline and a subhead, invite your potential customer to read on instead of scaring them away.
Even if they don’t read your entire brochure, they get the gist by browsing through it.
But make sure to write headlines and subheads that explain that particular copy block. Again, this is important for a number of reasons but especially if your reader is just glancing at your brochure.
Use Vivacious Visuals
They say a picture’s worth a thousand words. So why not tell your brochure’s story with visuals?
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But not just any old picture will do. You need visuals that will show the reader how your product works. People pictures work best as long as these people are demonstrating how your product is used.
Even artwork, such as drawings, maps and graphs are beneficial as long as they illustrate the product or its benefits. If it’s a digital brochure, you have the ability to add embedded videos and animations, which can further engage the reader.
You can use a wide variety of visuals such as photos of the product, people using the product and/or photos of your company’s headquarters. You can also use a map to show where your company is located, tables listing the various products with their features and/or proof of performance graphs to present factual information about your product.
Close The Sale
You’ve already figured out where your brochure fits into the buying process from Five Essentials for Planning a Brochure. Now you have to turn that potential customer into a paying customer. Your closing message has to be powerful.
Too many times brochures fail to be effective because they don’t contain one vital piece of information: A call to action. You have to tell your potential customers that they have to act now/call now/buy now.
No matter what you are looking for (typically, a website or URL, a telephone call for more information, or an on-the-spot sale), you have to let people know what you want them to do. Always ask for their order but at least ask for contact information. This is essential for follow-up messages and remarketing.
Make Yourself Easy To Find
There’s another vital piece of info that seems so obvious, yet in the creation process it’s sometimes left out. Your contact information.
Make sure you include your company name, logo, address, website, telephone number, and email address. Also, a Facebook and/or Twitter account can be invaluable. And, give directions to your location in your brochure if you have a business customers can come to. Make it easy on them too.
If you’re located next to a landmark of some sort, tell them that as well. That way, they have a mental picture of your whereabouts. Other factors to consider for your brochure might be prices, store hours, instructions for placing orders by mail, phone or on the Internet and product guarantees.
Give Your Brochure Staying Power
Make your brochure worth keeping. Give them a reason to hang on to that brochure – even if they decide not to call or buy right now.
For example, let’s say you have a dynamite brochure about your company’s travel packages. Your travel agency offers a getaway to the Bahamas in May and June but in July and August you offer a package to Hawaii.
While your potential customer may be very interested in your travel packages, they’re not ready to think about vacation because they’re still trying to pay off Christmas debts.
But they decide to save your brochure. After all, your travel agency offers packages all year long and they might just decide to take a week off in June. So they’re interested. Just not right now.
Brochures can really help boost your company’s sales…both now and in the future. Use these tips now and you’ll get the most out of your brochure in the long-term.
1 to 10 steps
1) Every press release should begin with your company letterhead. If you’re a smaller business and don’t have a letterhead with a logo on it, take the time to design one or farm out your letterhead’s look to a graphic designer.
2) If the media can print your news now, use the words, “FOR IMMEDIATE RELEASE” in all caps. If you’re looking to release your news on or after a specific date, you can use the phrase, “FOR RELEASE ON” and then include your date. A vast majority of releases use “FOR IMMEDIATE RELEASE.”
3) Give complete contact information for the person in charge of your media relations. This is the person who a reporter will call to field all questions about the release. You want to give as much contact information here as possible. Name, address, phone, fax, Email and Web site address if you have them.
4) Make it bold. Make it catchy. And just like the rest of your press release, make sure it’s newsworthy and relevant. It will be centered (left to right, not top to bottom), in caps and at least two font sizes larger than the main body of your release.
5) You don’t always need a subheadline for your press release. But if you do want a subhead, use upper and lowercase letters and a smaller font size than your headline.
6) The body of your press release begins with the location and date. The date you use here is the actual date of your release. If you’re using the press release to announce an event, you don’t put the event’s date here.
Example: You have a fundraiser on July 18 but you’re submitting the release on July 1. The date you write for this section is the actual date you’re sending the press release, July 1.
7) he body of your press release should answer the questions who, what, when, where and why. When possible, also answer the question how.
The second paragraph of your release can also include a quote from a company executive. This can add to the impact of your release.
Your press release can be broken into many paragraphs but do keep it down to one page. Two pages are rare but acceptable. One is standard and preferred by the media.
8) The last paragraph of your press release contains a standard line of company information. Most companies use the same closing paragraph for all of their press releases that sums up the company’s purpose, sales and other essential information.
Example: Zazzie Manufacturing has been creating baby rattles for more than 50 years. The company employees 3,000 people with offices in Hong Kong, Europe and the United States.
9) End your press release with three pound signs (###) centered. This is standard for any press release. It also shows a journalist this is the end page and they’re not missing any part of your press release.
10) Once your press release is complete, you’ll have a few paragraphs in the body of your release to describe your news as well as your standard final paragraph describing the company and its products. Press releases don’t require a fancy layout like an advertisement. The two are completely different mediums.