This is part one of a 2-part article about how Google inspired me to create a piece of printed marketing collateral I use to drive traffic for my online business. It all started around 4 years ago.\u00a0 One day out of the blue, I received a small spiral-bound booklet in the mail from Google.\u00a0 Here is what the booklet looks like: Imagine my surprise! \u00a0You see, I\u2019ve always thought of Google as the quintessential electronic business.\u00a0 Who would have thought that they\u2019d print up little spiral bound booklets and mail them to small business owners like me?\u00a0\u00a0But they did. After getting over my shock at receiving snail mail from Google, I realized what a gem it was.\u00a0 The booklet is called \u201cTweak Your Way to Profitability.\u201d\u00a0\u00a0 The subtitle is \u201cTips for Boosting Your Income with AdSense.\u201d\u00a0The booklet is all about how to make more money on your website by running Google AdSense units.\u00a0 It consists of 8 tips contained in the little booklet. Several things intrigued me about this marketing piece \u2013 so much so, that\u00a0over\u00a04 years later I still have it. (1) Information oriented.\u00a0The first thing that caught my eye was that it contained helpful tips. I\u2019m an information hound \u2026 a sucker for any marketing materials that are in the form of information. I don\u2019t want sales pitches. I don\u2019t want glitzy nothingness. But give me data or advice or information\u00a0that\u2019s creatively packaged \u2014 and I lap it up like a kitten at a bowl of milk. For a B2B marketing piece, information-oriented items are powerful. I have a box filled with all manner of booklets, tip sheets, even bookmarks and business cards with tips printed on them.\u00a0\u00a0 But this has to be one of the\u00a0more memorable examples I\u2019ve ever received. Here is one of the tips on the inside pages: Notice they used some simple clip art or line drawings.\u00a0 Most important is the font and white space.\u00a0 It\u2019s simplicity itself.\u00a0 And not hard to\u00a0re-create on your own, or get a designer to help you with. (2) It is oriented toward me.\u00a0So many marketing materials are about the company that produces them.\u00a0 I want to see something that tells me WIIFM \u2014 what\u2019s in it for me.\u00a0 This piece does.\u00a0 It starts with the subtitle \u201cboosting your income.\u201d\u00a0 Notice the word \u201cyour\u201d in that subtitle. It continues with\u00a0the way each of the tips is phrased, to focus on\u00a0the reader\u2019s\u00a0revenue generation.\u00a0 Who isn\u2019t intrigued with the idea of making more money in your business? (3) It\u2019s lumpy.\u00a0This is the kind of thing\u00a0John Jantsch of Duct Tape Marketing calls \u201clumpy mail.\u201d It is something dimensional.\u00a0\u00a0It\u00a0consists of\u00a0eleven sheets\u00a0of heavy paper stock bound together with wire spiral binding. \u00a0It\u2019s compact: 3 inches by 4.5 inches. It is tactile. I can play around with it. Touch it. Feel it. Flip through the pages.\u00a0It engages me.\u00a0 It feels like it would be heresy to\u00a0 throw something like this in the trash. (Heck, 4 years later and I still haven\u2019t thrown it in the trash.) (4) It\u2019s colorful and playful.\u00a0There\u2019s something about that title phrase \u201cTweak your way to ...\u201d that makes it seem like learning -- and placing ads -- will be fun. Even the\u00a0bright apple green\u00a0color feels\u00a0energetic.\u00a0 They could have made this booklet serious sounding, but didn\u2019t.\u00a0 And that's a big part of its appeal.\u00a0 It's fun! (5) It has a call to action.\u00a0At the bottom of each page is a short simple URL to go online.\u00a0 And at the end of the booklet, there\u2019s a call to action statement that invites you to go online: Once you go online, you reach a\u00a0microsite that contains each of the tips\u00a0along with\u00a0additional detailed information that wouldn\u2019t fit on a single page.\u00a0 The microsite contains numerous Web links to draw you deeper into the Google AdSense site.\u00a0 Obviously the goal is to get you to increase the use of AdSense units\u00a0on your sites, get\u00a0you earning more, and thus\u00a0make you more\u00a0loyal. And guess what?\u00a0 Even years later,\u00a0that microsite\u00a0set up as a companion for the booklet is still live. This booklet has stayed with me like few other marketing materials.\u00a0 It even inspired me to create a spiral-bound booklet of my own, with tips.\u00a0\u00a0I also created\u00a0a microsite section of my website to draw people back to. \u00a0Think about how\u00a0you might use something like this to market your business. That Google\u00a0booklet\u00a0inspired me\u00a0to develop a booklet of my own. However, my own booklet didn't quite turn out the way I wanted it to -- \u00a0I just didn't execute it as well. I wrote about my experiences, including my analysis of why the Google booklet was so effective --\u00a0and what I would have done differently in creating my own booklet: \u00a0Lessons From Home Grown Marketing Collateral.