February 16, 2006
News & Opinion: Customers and Optometry
Think of every potential customer as 65 years old with poor eyesight.
Even if your market is teenagers this rule applies. The single biggest marketing mistake companies make is creating promotional materials that are too hard for the eye to comfortably read. Whatever your art director recommends--insist the body copy type size be doubled or tripled. Afterall, THE objective is to be read! And, no white reverse type--ever.
About Dylan Schleicher
Dylan Schleicher has been a part of the 800-CEO-READ claque since 2003. Even though he's stayed on at the company, he has not stayed put. After beginning in shipping & receiving, he joined customer service and accounting before moving into his current, highly elliptical orbit of duties overseeing the ChangeThis and In the Books websites, the company's annual review of books and in-house design. He lives with his wife and two children in the Washington Heights neighborhood on Milwaukee's West Side.