Four Savvy Strategies for Crafting Unforgettable Content (Part 2)

Have you hit a slow spot in your print or online marketing? Need a boost to garner fresh vision? In this three-part series, we’ll examine hands-on tools to enliven imagination. Today, we’ll focus on part two of this question: How do you write content that commands attention or sticks with people for months to come? Last week, we discussed “matching the media and the message.” Today we’ll consider two more simple strategies.

2. Saturate the Senses

One way to arouse interest is appealing to the senses. Strive to write content that paints a strong scene in your reader’s mind. Make your message easy to pull from memory by tying it to a taste, sight, smell, sound, story, or a triggering word association.

KIT KAT chocolate bars nailed this in 2007, celebrating the simple delights of candy and coffee. Known for its “break me off a piece of the KIT KAT bar” slogan, the company paired an image of coffee, a KIT KAT, and these words: “A break’s best friend.” Ad copy extolled the joy of life’s small rewards, so blending coffee and KIT KATs was like “getting two breaks in one.”

KIT KAT radio ads were perfectly timed during the listener’s morning commute or lunch breaks, and the word association of coffee breaks and chocolate made mouths water. After twelve months, KIT KAT experienced a double-digit sales growth and received national recognition for years to come.

McDonald’s awakened appetites through a short message paired with romantic, artful visuals. During summer months when nightlife blossoms, the company wanted to remind customers that late night is a great time for a snack, and McDonald’s was now open past midnight. Ads featured blurred, out-of-focus points of light, glowing together to depict a Big Mac, sundae, and crispy fries. Like a dreamy Eiffel Tower scene, the images reinforced two simple words: “Open Late.”

As you look to saturate their senses with your own hard-hitting content, here are some tips to consider:

  • Use words that show, don’t tell. Be as vivid and descriptive as possible, allowing them to vicariously experience your product or its benefits, rather than just “hearing” about these advantages.
  • Paint a picture. Use adjectives that include savory details of sights, smells, and sounds to draw them in.
  • Give specific, concrete advice. Move from vague concepts to helpful takeaways.
  • Wrap any message you can in an upbeat, moving, or suspenseful story.
  1. Coin a Contagious Catchphrase

“Just do it.”

“Breakfast of champions.”

“Melts in your mouth, not in your hands.”

“Finger-lickin’ good.”

Like that jingle that rattles around your brain for months, a sticky slogan is a powerful way to influence customers. Why do great slogans matter? Because taglines are memorable, they differentiate the brand, and they stay relevant over a long period of time. Slogans offer a concise phrase or idea people will immediately associate with your product.

As you shape your own contagious catchphrase, consider questions like this:

  • What is your product about?
  • Can you encapsulate your message into a memorable phrase or title?
  • What unique perspective or technique does your brand offer?
  • What need or concern can you address? What real-life problem can your product solve?
  • Is there a “Eureka” factor you can highlight? What hard-hitting verbs, colorful adjectives, or real-life situations best capture these “Aha!” insights?

Once you’ve settled on a memorable phrase, feature it prominently, consistently, and with fantastic visuals to bring it to life!

Looking for more motivation to keep your copy fresh? Join us again soon as we discuss tips and tricks for producing content that counts.

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4 Savvy Strategies for Crafting Unforgettable Content (Part 1)

In the age of visual brilliance and short-lived attention spans, sometimes we wonder if content really counts. But where would vibrant graphics or sensational social media campaigns be without dynamic copy? Nowhere! Like Batman without Robin, like brawn with no brains, hard copy is fundamental to your success.

So, how do you write content that commands attention? How do you write copy that moves a reader and compels them to action? In this three-part series, you’ll discover four practical strategies for writing fun, dynamic, and memorable content.

1. Matching the Media and the Message

L.L. Bean is an outdoor clothing and recreational equipment retailer with this brand message: the outside is in everything we make. L.L. Bean believes the more time spent outside together the better, and they design products to enhance that experience. In one of 2017’s most intriguing print campaigns, L.L. Bean brought its “Outsider” concept to life with a print ad that could only be read outdoors. The copy, if read indoors, appeared almost blank except for these words sprinkled across the page: “Just bring this outside.” Readers who complied saw the full text emerge (thanks to photochromic ink, which changes color after exposure to sunlight) to reveal a full ad looking something like this:

“Welcome to the outside

Where there are no strangers

Where days have names like beach, snow, and bluebird

Where the smell of the campfire means you’re in the right place

You don’t need a passport to come here, an invitation to play here, or a membership to belong here

Just step outside your door and you’ve arrived . . .

It doesn’t matter where you come from

Only that you come here often

Wherever you are, join us

Because on the inside, we’re all outsiders

And if it’s outside, we’re in.”

The text concluded with an L.L. Bean logo emblazoned across the bottom, and the “Outside” brand experience was one a reader could never forget!

Another memorable media and message combo was produced by Kentucky for Kentucky, the organization that unofficially promotes the state of Kentucky. This group placed a hilarious full-page ad in Oxford American with a brazen typo at the top:

“We speak you’re language.”

The accompanying copy explained: “We know. It’s ‘your’ not ‘you’re.’ We just figured that a typo would be the best way for our ad to stand out in a fine publication like Oxford American magazine. But nice catch anyway, William Faulkner.”

Oxford American, a quarterly literary magazine dedicated to featuring the best of Southern writing, was an iconic medium for this downhome message. Kentucky for Kentucky’s brand identity (irreverence and a commitment to upending traditional Kentucky stereotypes) preached volumes through this boorish grammar breach, drawing attention like a straight-up ad never would. Kentucky for Kentucky partner Whit Hiler was pleased with the result: “I think typos can be a good thing . . . It’s so perfect for that particular magazine.”

Looking for more inspiration to up your creativity quotient? Join us again soon for examples, tricks, and tips to kick your content into high gear.

Printed Reminders Keep Sales on Track

Remembering to go to the doctor or dentist’s office was much simpler back in the day when nearly everyone had a printed calendar. You would go home after a visit and immediately add your next visit to your calendar. The complexities of life today means that it can be tough to keep track of everything, even if you’re putting follow-up visits in your smartphone. The cost of a missed office visit can really add up over time, causing professionals to lose thousands of dollars per year. The tiny cost of creating a simple printed reminder that can be saved to your patients’ fridge provides an extra touch point for busy individuals.

Improved Experiences

Improving the experience of patients in today’s competitive environment may mean the difference between a growing and robust practice and one that dwindles away over the years. One physician’s office saw the benefits firsthand when Dr. Marcus L. decided to implement small printed reminders for his patients. As a family health practitioner, Dr. Marcus would often require follow-up visits with patients after their blood work was returned to review their results. Many patients would forget about this check-point, costing his staff time and money due to blank spots in their schedules with no billable time.

Boosting Revenue

Dr. Marcus was already working with a local print shop on some flyers for an upcoming health fair, and his account manager heard his woes and recommended a short-term test of some printed reminders. Dr. Marcus agreed and printed up a 3 month supply of the small reminders for his staff to pass out to patients. What he discovered after that test period was quite surprising! His staff helped track the number of empty slots. He discovered that there were 25% fewer empty slots on his schedule due to the reminders!

Printed reminders help keep patients and staff on track with follow-up visits for doctors and dentists — and could benefit many other professional offices as well! Think hairdressers, aestheticians . . . the list is endless!

Coupons that Count

Persuasive Promotions Can Transform Browsers to Buyers

Are you the child of a parent who meticulously clipped coupons to pinch pennies?

As the pace of life has accelerated, the frequency of in-store couponing has decreased, in part because online coupon codes and apps have blossomed.

But coupon promotions are not a thing of the past!

According to the 2017 Holiday Shopper Report, 92 percent of consumers say promotions influence their holiday purchasing decisions. And coupons can be the catalyst that converts people from browsing to buying.

So which types of promotions do your clients want, and how can you use them most effectively? Here are a few tips to sharpen your focus.

Keep it Simple and Straightforward

Have you ever tried to use a coupon only to find the fine print disqualifies almost every purchase? This “fake sale” frustration can turn off clients from your company for good. Keep your coupons and discounts simple – avoid the fine print and honor the effort consumers have made to connect with your business. The same goes for referral campaigns – if a customer provides a valuable referral, honor their effort with a quick, valuable, and personal token of thanks.

Try to keep things simple with your product presentation as well. Remember, an overload of options can lead to “analysis paralysis,” or situations where a customer finds it too difficult to decide which product or promotion is best. When it comes to numbers and features, promotions should be clear and compelling enough to comprehend at a glance.

Push the Freebies

Shoppers often value freebies more than they value discounts.

Whether you offer a “buy one, get one free” or you include a complimentary gift with a particular purchase, often a free item is more psychologically compelling than a percent discount that actually brings greater savings. Free stuff also warms the heart and builds goodwill with loyal customers. If a free product is too great a stretch, consider offering limited time offers for free shipping, gift wrapping, refills, or deliveries.

Price it Right

In his book, Contagious: Why Things Catch On, marketing professor Jonah Berger explains how our perception of numbers affects how we understand a discount price.

He called this theory, “The Rule of 100.” Berger’s research highlights two pricing cues:

  • A percentage discount off an item under $100 off will always look larger than the dollar discount. For example, 25% off of $75 appears larger than $18.75 off of $75.
  • A dollar discount on an item over $100 dollars will always look larger than a percentage discount. For example, $93.75 off of $375 appears larger than 25% off of $375.

Offer Tipping Points to Incite Action

A tipping point can be anything that creates urgency or builds customer confidence to the point they’re willing to pull the trigger.

As you craft coupons or print promotions, remember to highlight time-bound flash sales, limited product quantities, or how your promotion is most relevant to your customer’s calendar or budget cycle.

Alternatively, the right emphasis on product quality can also move prospects to bite because your item is “worth it” or because they “deserve it.” Discounts are great, but sometimes value is even better!

Make Your Move

Ready to transform your browsers to buyers? Printed inserts and coupons are a great way to make your offers leap off the page! We’ll help you craft clear, compelling, visually stimulating promotions that reel in prospects and keep your loyal customers coming back again and again!

 

 

The Courage to Connect

The Courage to Connect

When research professor Brené Brown opened up to a TedxHouston audience about shame, vulnerability, and courage, she had no idea her message would become one of the most wildly popular TEDx talks of all time (with over 24 million views). Brown has spent the last ten years studying the power of authenticity and empathy, and poses wonderful questions like these:

  • How do we embrace vulnerabilities and imperfections so we can live from a place of authenticity and worthiness?
  • How can we engage people in a way that makes them feel worthwhile, brave, and willing to commit to something bigger than just a project or deadline?
  • How can we choose courage over comfort, stretching our team to connect in ways that powerfully motivate everyone?

Every Extrovert Can Learn to Listen

Brown’s work hits home in the hearts of many who long for authentic relationships and want to see this come alive in their workplace. While there are many hindrances to open communication, one of the greatest barriers is simply our personality differences. Over half the population are considered introverts, but research shows that introverts make up only two percent of senior executives. Which gives extroverts a great opportunity to do lots of talking. But studies show that business leaders who prioritize listening are perceived as considerably more effective than those who dominate the conversation.

Invite Them to Engage

We all have room to grow, and great interactions begin with intentional listening. Here are three ways to quiet your mouth and open your ears as you seek to engage others in meaningful ways:

  1. Start every meeting with a question.

Imagine yourself standing before your team with an invitation instead of a megaphone.

Seek to motivate conversation rather than charging into a meeting with a tight-fisted agenda. Opening your gatherings with dialogue can shake out the nerves and cobwebs of the entire team, sparking creativity and building interpersonal collateral. Increasing dialogue can catalyze more “green light” brainstorming and bring a fresh, life-giving dynamic to your entire company. When you formulate meeting agendas, push yourself to start with a prompt and to leave more tangible space for discussion.

 

  1. Listen with action.

How can you show your teammates their insights really matter?

Often people are tentative about sharing constructive criticism, fearing negative repercussions or believing “nothing will really change.” Great leaders surround themselves with those who will give honest feedback, and they intentionally close the “listening loop” by following up with some sort of action. Close a meeting by thanking your team for their honesty, or sending personal e-mails telling them you valued their input. Make a list of things to look into, review, or change, and add timelines to these goals so your ideas aren’t lost in the weekly grind. Even if you can’t implement suggestions, make a point to tell people they are valuable and you have actually heard what they are saying.

  1. Embrace vulnerability as a step toward courageous communication.

What do you do when someone asks you a question you can’t answer? Saying, ‘I don’t know” can be the most significant reply of all.

When you acknowledge your limitations, it opens the door for your teammates to step in and shine or to admit their own uncertainties or frustrations. Vulnerability can grow powerful partnerships and prompt growth in areas you hadn’t previously targeted. Ultimately, vulnerability builds engagement, which grows teams and enriches the atmosphere. Push yourself toward bold, transparent communication, and you may be surprised at the results. Brene Brown says it like this:

“Vulnerability is not weakness. It’s the most accurate measurement of courage.”

Ready to open a new pipeline of thoughtful teamwork and open communication? Be brave, be intentional, and sometimes . . . just be quiet.

 

 

5 Ways to Find the Strength to Try One More Time

Have you ever wondered what it takes to become an Olympic athlete, a NASA astronaut, or a leader in a major organization?

The one trait that all of these individuals likely possess is persistence: the ability to get back up, dust themselves off after a fall, and keep trying. No matter your talent, regardless of your genius and irrespective of your education, persistence is often the trait that sets people apart from their peers in terms of their level of success.

Succeeding at anything in life requires a great deal of effort over a period of time — very few people simply decide to be the best at their craft and are able to do it without a battle. How do these individuals find the strength to try one more time . . . repeatedly?

1. Be Prepared

Planning for success helps you think through all of the reasons why someone would disagree with your ideas, and also gives you the bulletproof mentality that you’re prepared for any question that comes your way. Think of all the reasons why something won’t be successful, and then consider arguments against that point. Become your own devil’s advocate, and it will be that much easier to find a positive response and an open door for your next request.

2. Be Adaptable

Being adaptable provides you with the mental agility to not hide in a corner when you’re kicked to the curb. As Larry Ellison, the founder of Oracle Corporation states:

“When you innovate, you’ve got to be prepared for people telling you that you are nuts.”  

You have to be willing to adapt your thinking and your processes and find a way to create change while not straying from your core ideas. You can’t listen to every naysayer, but you can look for the nuggets of wisdom that they share and use that information to your advantage the next time you try to move forward.

3. Be Confident

You may be surprised that confidence is not the first attribute we consider, but the reality is, you need to have a plan in place that you can trust and support before confidence will help you through to success. Confidence in yourself, your family, and your ideas — as well as a burning passion to make a change in the world — are what can help you continue on even when it feels as though there’s no path forward.

4. Do the Work

Unfortunately, there are few things in life that can replace hard work. Whether that hard work is from an athlete completing the same moves repeatedly for months or even years or a business leader who is told “No” more times than they can count, the ability to simply buckle down and execute on your vision is critical to long-term success.

5. Inspire Others

Perhaps one of the most rewarding things you will ever do with your life is to inspire others to be their best. Take the time throughout your life to inspire others. When you realize how many people you have impacted and how many are watching your success, it’s a lot easier to find the strength to try again in difficult times.

Finally, in the words of Thomas Edison: “Our greatest weakness lies in giving up. The most certain way to succeed is always to try just one more time.” Shouldn’t you give it one more shot?

Print Marketing Is About Selling Value, Not Services

There’s a common misconception that far too many marketers have that needs to be put to rest once and for all.

A lot of people still seem to think that if you’re really going to carve out a stronger competitive advantage for yourself in an increasingly crowded marketplace, you need to make your services appear objectively better than everyone else’s. You need to talk about how your products are better, stronger, faster, longer-lasting, more cost-efficient, etc. All this to steal as much attention away from your competition as you can.

In truth, that is a myth. You shouldn’t be selling services at all. You should be selling the value that those services provide. In other words, the thesis at the heart of your print marketing campaign shouldn’t be “here’s what I can do that nobody else can,” but rather “here’s what I can do for you.” Mastering this approach requires you to keep a few key things in mind.

Everything Begins and Ends With Your Customer

The art of selling value instead of services is one of those situations where buyer personas come in handy.

When you begin to come up with a buyer persona for your ideal customer, you try to add as much information about that person as possible. But once your persona has been completed, you shouldn’t be asking yourself, “Okay, what do I need to tell this person in order to convince them to give me money?” Instead, you need to get answers to questions like:

  • What problem does this customer have and how do my services solve it for them?
  • In what ways will that person’s life be easier after their purchase than it was before?
  • What does that person want to accomplish, and how can I help make that happen?

Then, you work your way back to the products and services that you’re trying to sell, thinking about the problem and positioning yourself as the solution.

A Whole New Approach

This is one of those areas where specificity will carry you far. Think about the individual portions of your sales funnel and what someone needs to hear at each one to move from one end to the other. Use this “value-centric” approach not to convince someone that the time is right to make a purchase, but to give them the actionable information they need to arrive at that conclusion on their own.

In the end, there are probably a lot of other companies in your industry who do what you do – but nobody does it in quite the same way. That key thing that differentiates you from so many others is the value that only you can offer and what should be at the heart of all of your marketing messages.

Don’t Throw in the Towel

Down but Not Out

They say that the difference between baseball and life is perseverance. No matter how hard you swing in the batter’s box, three strikes always mean you’re out. But in the game of life, strikeouts are only assigned to those who stop trying.

Feel like throwing in the towel today? We all do sometimes. But consider the words of Thomas Edison, who made more than a thousand attempts before finding the right materials to create the incandescent light bulb:

“Many of life’s failures are people who did not realize how close they were to success when they gave up.”

Or find hope in the words of journalist David Brinkley:

“A successful man is one who can lay a firm foundation with bricks others have thrown at him.”

The Irrevocable Power of Attitude

While circumstances are often beyond our control, we all have irrevocable power over one crucial area: our attitude. Austrian neurologist and Victor Frankl considered himself living proof. His best-selling book, “Man’s Search for Meaning” (or: Nevertheless, Say “Yes” to Life: A Psychologist Experiences the Concentration Camp) chronicled his experiences as a Holocaust survivor, discovering that a fundamental human reality means finding hope in all forms of existence. Even the most brutal. Frankl said this:

“The last of our human freedoms is to choose our attitude in any given circumstances.”

Surviving or Thriving?

How do you move beyond mere survival? Whether it’s stress at home or disappointment at work, how can you equip yourself with a persevering attitude?

Angela Duckworth (professor of psychology at the University of Pennsylvania) was teaching math when she noticed something intriguing: The most successful students weren’t always the ones who displayed a natural aptitude but those who possessed an overcoming (or “gritty”) spirit. That grit – a combination of passion and perseverance targeting a particular goal – helped Duckworth develop a “grit scale” tool to predict outcomes . . .  like, who would win the National Spelling Bee or who might graduate from West Point. Duckworth found a “gritty” attitude beat the pants off things like your I.Q., SAT scores, or even physical fitness in determining whether individuals might succeed!

Here are a few tips from Duckworth on awakening passion when your willpower is dying:

  1. Discover and deepen your interests. If you feel like quitting, re-examine what really energizes or inspires you. Perhaps a depressed spirit can prompt you to consider a necessary life change.
  2. Commit yourself to a positive attitude. Duckworth says the difference between quitters and overcomers was largely how they processed frustration, disappointment, or boredom. While “quitters” took negative emotional cues as an opportunity to cut and run, gritty people believed that struggle was a chance for growth, not a signal for alarm.
  3. Look forward not backward (especially in the face of failure!). Resilience is the ability of people, communities, or systems to maintain their core purpose, even in the midst of unforeseen shocks or failures. Futurist Andrew Zolli, author of Resilience, Why Things Bounce Back, says grit is the combination of optimism, creativity, and confidence that one can find meaningful purpose while influencing surroundings, outcomes, and individual growth in the process. In other words – even failing doesn’t bring failure! No matter what you face, you can take heart that even setbacks bring progress and that even suffering has meaning.

Of course, the final factor in persevering power is the support of a strong community. That’s why we take pride in a thriving local business economy and we take pleasure in shaking your hand. Let’s continue to grow in grit as we run the race together this year!

How Has the Internet Changed Lead Generation?

There is no denying that technology has greatly revolutionized lead generation, especially in regard to the internet. Gone are the days of having to cold call prospects and knock on their doors. Sure, these tactics still work, but business owners are continually finding ways for lead generation to be more cost-efficient and effective. For now, let’s take a quick look at how the internet has changed lead generation and the many reasons you need to be taking advantage of technology to expand your customer base.

Artificial Intelligence Technology Enhances Lead Generation

Thanks to advancements in artificial intelligence technology, you can engage with leads online like never before. In fact, you don’t even have to be the one engaging with them. An AI software program can do the engaging for you. Take, for example, if your website offers a chat feature. Before connecting the customer with an actual representative, artificial intelligence software can engage them in a natural-sounding conversation to determine which department the customer needs to be directed to.

Targeting Leads Has Become Incredibly Simple

When you distribute content, whether through direct mail print marketing or online, you need to have a specific target audience in mind. This target audience, of course, needs to represent people who are likely to be interested in the product/service you are selling. Thanks to the internet, it is now easier than ever to target leads.

It’s All About the Analytics

If you aren’t using analytics to track website visitors, you need to be. An easy-to-use tracking platform that is excellent for determining which pages on your site are performing the best is Google Analytics. There is a good chance the service provider that is hosting your site also provides some type of analytics to take advantage of. Regardless of the tracking tools you use, though, analyzing data on page performance can help you pinpoint which pages need to be further optimized and which ones need to be left alone. This enables you to improve time management because you can focus your attention on the pages that need improvement rather than wasting time on the ones that are already attracting quality leads.

Automated Email Sequencing

You want your emails to be as personable as possible to improve the odds of turning a cold lead into a warm lead, but you can’t accomplish this through a single email. Instead, you need to create an email sequence that is automated; this will engage your leads in a systemized manner and it allows you to warm them up to an offer.

The Takeaway

Your existing customers deserve your attention, but at the same time, you need to be focusing some of your operations on lead generation. Thanks to advancements in technology and the internet, it is now easier than ever to generate leads in a timely and cost-efficient manner. By deploying the four tips outlined above, you’ll be well on your way to capturing leads and improving customer satisfaction at the same time.

6 Over the Top Things to Look for in Business in the Future

Business isn’t going anywhere. In fact, here’s where the most probable types of market exchange will happen with customers according to famous futurists:

  • Remember those Star Trek episodes where people used a transporter to go from place to place? In the future, it’s likely that business will use something similar to deliver goods, from your printed materials to food to durable products delivered right into a person’s room as ordered, bought, and sent from a business electronically.
  • Michio Kaku sees a technology-driven convergence of thinking, consciousness, and the internet. Instead of thinking of the internet as a tool, people will become the Net by connecting their brain to it for full immersion and interaction, as well as contributing to real-time synergies in information generation and use. Business, no surprise, will become far more intangible as a result, adapting to the mind-environment to keep pace with where the new demand exists.
  • Personal augmentation with technology will be commonplace. Just being a regular, average human being won’t be good enough. Instead, people will carry their technology within them. Not to be confused with “on” them, but tech actually integrated with their bodies. We won’t need a computer to design what we want to print; the idea will come straight from a digital connection to our minds translated to electronics and then produced by a vendor as we desired.
  • James Canton sees robots and artificial intelligence giving human-led business a run for its money due to the fact that robots and AI will be able to easily grind millions of bits of statistical data and produce probabilities of what consumers want well before any humans can realize that want or need on their own.
  • Some folks don’t even look at business in typical environments. Instead, Jason Silva sees cars becoming so advanced, our need to drive will be replaced by our need to get lots done in a car while it dries itself. And that includes business, generating new ideas, printing and producing inside a car, and getting work and life done while traveling from point A to point B every day. Business services will tailor themselves to people working remotely all over the place, delivering what they need where they are, and when they need it.
  • Finally, our bodies won’t necessarily want to live longer just because our technology advances. So instead of relying on a failing system, the medical community will embrace body part production and printing, creating organ replacements designed by computer to work specifically with an individual patient. The term “batch order” printing replacement organs will take on a whole new meaning in hospitals.

    Long story short, business will likely still be around years from now, but how it delivers goods and services to consumers will change dramatically.