Ten Questions to Consider Before Your Initial Meeting
- What is the purpose of your publication and the message you intend to convey?
The formal message includes the information covered by the copy. The informal (subliminal) message may be conveyed by the look and feel of the publication. It is carried by the writing style and the visual presentation. - Who is the audience?
What can you tell us about the audience, including age group, educational level, and how much information the audience may already have about the subject? - What is the expected result of the communication?
You may want to inform the audience, change an attitude or perception, or spur the audience to take some action. - What is your competition?
What kinds of publications are your competitors producing? - Who will be involved in planning the publication?
All those who contribute to the publication should attend the first planning session. The person who will be making the final decisions should be the primary contact with the editorial and design staff. - What ideas can you bring?
Bring both visual and verbal ideas to the planning meeting. Bring examples of similar publications that you think work, and those that don’t, and photographs or illustrations that may be relevant. - How will the publication be distributed and used?
Will it be a self-mailer or a handout? Does it need to fit into a business envelope or a file drawer? Will it be handled a lot? Do people need to write on it? Consider postal requirements. We can advise you. - Do you expect a response?
Include an address, phone number, fax number, e-mail address, and URL as appropriate. Attach return cards if necessary. - How many copies should be printed?
With offset printing, the more you print, the less a single copy will cost, so be sure to print as many as you need. It’s better to overestimate than underestimate your need. - When do you need the finished publication?
The time required to produce your publication depends on its complexity. You will receive a production schedule that will outline the steps necessary to produce a quality publication with several proofing stages to ensure accuracy and a delivery date based on your needs.
