Our deepest fear is not that we are inadequate. Our deepest fear is that we are powerful beyond measure. It is our light, not our darkness, that most frightens us. We ask ourselves, who am I to be brilliant, gorgeous, talented and fabulous? Your playing small doesn’t serve the world. There’s nothing enlightened about shrinking...
A brand is more than just a logo. It is the sum total of everything a company does that creates an identity in the consumer’s mind. However, the logo can be the key linchpin that keeps the wheels of the brand rolling in the same direction. And if your logo does not stand out from...
Imagine this: try creating a story that explains what you envision for your next website, logo or brochure. I was reading an article in Inc. Magazine the other day that shared a vision statement for Zingerman’s Farmers’ Market: “It’s the longest day of the year; the sun is at its pinnacle of warmth and light....
I received an email from Xerox this afternoon with some tips for standing out from your competition. To me, they seemed quite worthy of consideration if your considering launching a new sales/marketing project. Whether you’re contemplating a website, brochure or ad campaign, I think these tips will help your project succeed. (source, with slight revisions)
Email marketing can give you a ROI that exceeds any other marketing channel — $43 in return for every dollar invested. For a comparison, non-catalog direct mail returns about $15 for every dollar and catalog direct mail returns about $7 (according to DMA’s Power of Direct economic impact study). For tips and in-depth email marketing...
I was recently reading an article in Entrepreneur magazine that had some useful advice for small business marketing in a downturn. I’ve borrowed some of the suggestions and changed a few that I felt missed the mark. Below are five suggestions to consider: 1. Value, not price, will make you stand out. Cost is paramount...
This was the subtitle of a book I was reading this morning: “Speak Human: Outmarket the Big Guys by Getting Personal”. Here’s an excerpt: Small businesses in the United States alone “produce 13 times more patents per employee than large patenting firms” and “create more than half of nonfarm private gross domestic product.” They’re a...
I was discussing taglines with a client of mine and thought this would be a good post for this blog. Our discussion was based on fixing what I viewed as a poor tagline. To me, it lacked the important qualities that a tagline needs to be effective. A good tagline should be a powerful, condensed,...