Label Writing and Planning: A Guide to Good Customer by Tony Holkham

By Tony Holkham

The label in your product is an important record you produce. Ask any purchaser; it is usually the single verbal exchange they've got with you. This e-book is set getting your labeling and product info correct, and that's extra very important than getting shoppers to shop for your items. it really is approximately making sure that they purchase them back, and back. Written basically for the short relocating purchaser items industries comparable to meals, chemical substances, cosmetics and health and wellbeing, this ebook can be crucial analyzing for somebody all in favour of label writing and layout, or product info in any context. Tony Holkham is a expert delivering services to quite a number industries. He has written in-house labeling manuals, released articles and runs education classes at the subject.

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Cut down on the circulatory system. Especially, reduce the number of proofs that get circulated. How? By analysing why there is usually more than one proof. You'll find it's linked to two things - too many people involved (see above), and no set procedure to ensure all the information is there, and right, where and when you want it (see MANAGING LABELLING again). 4. Printing pressure Negotiate better discounts with printers (see PRINTERS). Do they want your business or not? One company I know is regularly held to ransom by their printers, when in fact without them, the printer would go bust.

I call it common sense. CONTENTS & INGREDIENTS What does the user need to know? Companies like to play games with pack contents. Here are some of them. Game One. See how many customers you can fool by reducing the average contents while keeping the price the same. Companies think this reduces their costs, but in fact it does two things - first, it reduces customer respect, and second, it increases relative pack cost. Net result - increase in costs, decrease in sales. What would happen if you did it the other way around?

What does the customer want? The customer wants a 'good' label? But what is a 'good' label? Only one way to find out. Ask them. Oh dear, now we're in trouble. Got to go and talk to customers, who are not very bright, want something for nothing, want the product to use itself without having to read anything. Yes, many companies still have this attitude towards the people who pay their salaries. Even if you're not one of them, you're probably making assumptions about what customers want based on market surveys about the product, not the label.

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