Printed Materials

Telling Your Story through Printed Materials
Remember that cultural heritage tourists who purchase products and services are also purchasing the story behind them. You have learned about how to tell your story face-to-face, but you must also tell it in a written format. Even if you tell your story to customers personally, they may be buying gifts for others--Gifts that share your story with others. So, we turn our attention to writing your story.

Written materials include:
A. Hangtags
B. Brochures
C. Flyers
D. Postcards
E. Shelf Displays
F. Website Text

In addition, to your story there are four basic types of information that should appear on written materials. They include:

• Your business name and product line name (if applicable). A catchy name for your business or product line hooks consumers into wanting to know more about you and will help them to remember you. Choose words that identify your uniqueness.

• Your slogan or tag line. This is a short phrase that expands your name. It should indicate that your craft is handmade or your business service is personal. It can also connect your business to a particular place. My business tag line is “Created by two generations of Werking Women.” This slogan lets the consumer know it is a family business, is handmade, and plays on our last name (Werking). Another example of a tag line is: “Hand thrown in the hills of Eastern Kentucky” or “Serving up hospitality in the hills of Eastern Kentucky”.

• Your logo. Use a simple logo that reinforces your business theme, reproduces well and is unique. Use this logo in ALL of your printed marketing materials. Your logo gives your marketing image consistency.
Copyright 2003 Center of Economic Development, Entrepreneurship, & Technology 1Copyright 2003 Center of Economic Development, Entrepreneurship, & Technology 2

• Your Contact Information. Some stores or galleries that purchase your work do not want you to include your address on tags or shelf literature in their shop. However, in other instances, including contact information is critical for two reasons: 1) it personalizes the purchase and; 2) it lets customers know where to reach you if they want more of your work or would like to visit your place of business. Include your name, mailing address, website address, phone number, and e-mail address. If your KAHT business website is your only web presence, include www.kaht.net in your contact information.

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