Table of Contents

Target 
Market

Product

Position

Price

Promotion

Place

Packaging

Beta 
Testing

Customer
Relationships
 

There are some fonts and designs that get better responses than others. 

What's On This Page

General Guidelines

Press Release

Classified Ad

Letter

Brochure

General Guidelines

• The importance of these guidelines are to increase readability and to portray a professional image to your customers.

• Headlines should be in a sans serif font, such as Arial.

• Each level of headline should be a point or two size less than the previous level.

Headline 1 - Attention Analysts
Headline 2 - Save Time and Money
Headline 3 - New Software Now Available

• Text meant for reading, mostly used in the body of a paragraph, should be in a serif font, such as Times New Roman or Courier. This is easier on the eyes and reminds people of reading books. The text used in this paragraph you are reading is Times New Roman.

• Use white space instead of lines as separators. White space, which is blank space on the page, gives text a more approachable feeling.

• The paragraphs that are "ragged right" and justified left are easier on the eyes that fully justified. The readers eyes are able to keep track of where they are in a paragraph better.

• Press releases should be double spaced with large margins.

• There should be a ### or - END - at the end of the press release.

• Number the pages "x of y" - for example "1 of 2".

Press Release Sample - Rich Text Format from MS Word

• The headline (in sans serif font) should immediately get your target audiences attention. Load the headline with benefits that appeal to the target markets' self interests.

Classified Ad Sample - Rich Text Format from MS Word

Sales Letter Sample - Rich Text Format from MS Word - Coming Soon

Brochure Sample - Rich Text Format from MS Word - Coming Soon