Build Your Presentations to Hit Your Target with Accuracy and Force. The initial work of any publication is to determine the target audience. What does your audience respond to? How old are they? What other publications do they read? Once you have defined the target audience, your desktop publisher's job is to work with that information to persuasively and accurately deliver your message.

New services, and new employees, need to be introduced to your clients and staff in a way which will make them available from day one. Given the flexibility and price-break which desktop publishing allows, many of the best newsletters of the 90's will not only inform and enhance client relationships – they will be used to build and encourage team development, job satisfaction and overall company morale.

The design of each publication must present your message in a way which is visually appealing and comfortable to your specific audience. Content, while important, is initially secondary to visual presentation.

I just said that "content is secondary," but only initially. No matter how visually appealing your presentation is, without content, your clients and staff will get used to filing your printed pieces in waste baskets. It is important to provide valuable content whether the reader immediately makes use of your services or not. In the 90's, trust in your company's ability to deliver goods and perform services will be essential to your success.

Using your marketing pieces and newsletters to invite dialogue on significant issues gives you a forum to publicly research, clarify and inspire your clients and staff. Two-way communication promotes healthy team morale, and improves client-satisfaction.

Using desktop publishing can open up a new world of powerful, creative and flexible publishing – and at significantly reduced rates! But be aware: not everyone who owns PageMaker, a Mac or PC, and a laser printer is a desktop publisher. To avoid potential problems, follow these simple guidelines:

1. Make sure you ask for and check the desktop publisher's references.
2. Make sure you get a written estimate and that your desktop publisher sticks to that unless you both agree on additional services.
3. Make sure the desktop publisher provides a full range of services (original art, photos, scanning, slides, logo design, etc…) in addition to simple layout. Only someone with experience will offer a full range of services. Ask for samples.

Desktop publishing does make it possible to produce high-quality publications which were once out-of-reach. Using these five sharpeners will help you overcome obstacles and stay ahead of the competiton.

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