Page 118 - Duct Tape Marketing

102 Part II: Sharpening Your Marketing Focus

ߜ If you plan to send printed materials over national borders, ask your
attorney if you need to include a line reading “Printed in U.S.A.” If so,
include the instructions in your guidelines.

ߜ Decide which words you prefer to have capitalized. For example,
perhaps your style preference is to say your business is located in
“Southern California” and not “southern California.” Or maybe you want
your business to be “The Candy Factory” and not “the Candy Factory.”

ߜ Determine whether you want to ban certain words. For example, a real
estate developer may prohibit the word lots in favor of the word home-
sites. A public relations firm may rule out the term PR and insist the
words be spelled out to read public relations.