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Art-Director-It is in Two Part

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Part I.  Stock photos
They are so painfully obvious:

- Two men in suits shaking hands outside an office tower.

- A group of happy executives in suits sitting around a shiny board table (or all staring raptly into a PC monitor.)

- A beautiful and intelligent-looking woman smiling

So, why do you use them?  Why are they on your home page and/or brochures?  We know why.  Art-Director-It is

Your art director or graphic designer thought your logo and your copywriting alone weren’t enough to be interesting-looking.

He or she thought a photo would look more “professional” or slick.  You didn’t have any photos of your own executives, your own customers, you own building.

Maybe your product is boring (or even impossible) to photograph.  So, you popped in some stock photos.

And every single prospect knows it.
Clip art is especially dangerous on the Web where prospects know that small companies (AKA, a-guy-at-home-in-his-underwear) use it to look like big boys, which ultimately has the effect of making the big guys also look small.

It’s time for you to get some photos of your own people, products and buildings.

Part II.  Hard-to-read type
Get out a copy of your latest email newsletter, Web page, space ad, and/or brochure.  Is any of your copy:

- Smaller than 10-point type? (12-point or bigger is even better than 10.  The few exceptions to the 10-point rule are copy in clever footnotes, such as quiz answers and subtitles under graphics which people will squint to read.)

- Reverse type (such as white letters on a dark background)?

- Pale grey?

- Centered for more than two lines in a row?

- In paragraph blocks of more than six lines long?

- In lines of more than 60 characters across, including white spaces?

If any of these describe your text, rest assured:  nobody will read it.  (Except maybe your proofreader.)

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