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Showing posts from December, 2015

Emotion in Print Marketing: What it Means and How to Do It Properly

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In some ways, the most important goal of any piece of print marketing isn't merely to act as an educational tool for your target audience. While conveying the message of what your product or service does and why they need it is integral to the success of your campaign, it is only one small part of a much larger goal. One of the major keys to success in advertising involves evoking an emotional response from people, which is something that print marketing as a medium can do quite well - if you approach it from the right angle.

What Does "Emotion" In Print Marketing Actually Mean?

To boil it down to its essentials, invoking an emotional response from a person who views a print marketing material means that you've gotten them to think more than just "I understand what this product does" at the end of a piece. You don't necessarily want to leave a person with the idea of "This particular product will help solve my problem" per say - you want to …

Getting Out of Your Own Way

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Brilliant author, philosopher, and speaker Alan Watts once published his autobiographical book, In My Own Way, the title of which is a play on words with alternate meanings. An extremely independent thinker, Watts clearly did things in his own inimitable way. The clever alternate meaning is probably more common for the rest of us, where we use excuses and other convenient reasons to get "in our own way" on the path toward success. As Watts pointed out, the difference lies between fulfilling yourself and obstructing yourself.

Starting a business is a bold step, not one for the timid. The list of excuses used to avoid the dangers of launching a business are many and varied, but they all resonate with the same timidity. Fear of failure is probably the most common thread among all of the excuses holding us back. It takes courage to take the plunge, and a prospective entrepreneur must be willing to take some chances or they will definitely getting in their own way.

Excuses, Exc…

Is Your Message Being Diluted in Your Marketing Materials?

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When it comes to the marketing materials that you're putting out into the world, there is nothing more important than the factor at the heart of it all: your message. Ultimately, the best-looking print mailer, poster, or other material in the world won't mean a thing if you don't have the clear, concise message in the center of it to back it up. If you're worried about whether or not your design instincts are getting the better of you, and you are, in fact, diluting your message in your marketing materials, you can use these delightfully simple tips to find out.

Are You Overloading the Reader Visually?

Graphics, interesting font choices, and more can all be great tools to help get your message across to readers - but they should be complimentary, not supplementary. Every element that you use in your materials that is not contributing to your message is only taking away from it - never forget that. If your materials have swayed decidedly in the direction of "a lo…

How to Create and Amplify Desire in Your Marketing Materials

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If your marketing campaign is all about telling a story (and make no mistake, it most certainly is), the most important quality that story can have is a sense of desire. When you really stop to think about it, marketing is similar to almost every other medium in that regard. If your story took the form of a movie, desire would be the need for your audience to stay right where they were and not even think about getting up for popcorn. If you were writing a novel, desire would be the absolute need of the reader to turn the page and find out what happened next. In marketing, desire involves communicating to your target audience exactly why they need your product or service in their lives and why they can't stand to live another day without it.

Creating Desire in Marketing

One of the single best ways to create a desire in your marketing materials is to use your target customer's own natural sense of curiosity against them. Help them visualize the many ways that your product or s…

Individualism in Thought and Action: Is it always a good thing?

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Certainly, a strong sense of individualism is a valuable asset to possess. Free market capitalism is based in large part on the ability to be both clever enough and individualistic enough to see a need and meet that need in a way that no one else has done before.

After all, it is the individual who supplies the needed answer, where only the question existed before. They do this by doing something in a new way, differently than it had previously been done, providing a product or service that is in some respect novel. In a way, they predict the future by inventing it. They supply something that was simply overlooked by everyone else. Albert Einstein said it this way: "If you always do what you always did, you will always get what you always got." The individualistic entrepreneur wants something more than what they have "always got," and they set in motion the mechanism to obtain it.

Apple's, Steve Jobs may have been the poster child for innovative individualis…

Rule-Breaker or Not: Which Type of Leader are You?

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“Following all the rules leaves a completed checklist. Following your heart achieves a completed you.” This quote by author Ray A. Davis may be a bit of an oversimplification, but it carries some significance, too. Some people are attracted to breaking rules and live their lives accordingly. They are typically acknowledged as either highly successful people or scoundrels. But in any case, they are people who choose their own paths instead of following the well-beaten trails of life. Many times they are revered as leaders. However, not everyone is cut out for rule breaking.

This may be the key difference between two very different types of leaders. One is devoted to organizing procedures and processes and directing operations and the systems that make them functional. The other is primarily engaged in creativity and the positive influence of others. As such, these two types are differentiated as managers and visionaries. Some individuals are fortunate enough to have both of these …

Bridge the Gap to a Successful Resolution

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In its simplest context, a bridge is a solution for getting from point A to point B. The best bridge is one that accomplishes that task with the least amount of difficulty. But bridges, even the metaphorical symbolic ones, come in all shapes and sizes.

In northern India, the roots of the banyan fig tree are used by the indigenous population to form bridges across ravines and streams. As solutions to problems, these living root bridges are quite successful. It is not known who first built these amazing structures, but the trees are known to live for more than 500 years. With that knowledge, at least as far as bridges are concerned, you don't have to worry too much about the decay of your infrastructure.

These aerial roots grow perfectly well in the air, and the young pliable roots are trained to travel through hollowed out tree trunks laid across whatever must be crossed. The process can take up to 15 years, but once the roots attach themselves to the other side, the bridge is u…

Avoid These Common Print Marketing Mistakes

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We tend to talk a great deal about all of the things that you should do in your print marketing campaign for maximum effectiveness. You always want to make sure that your message is clear and concise, for example, and make sure that your pages are designed in a way where you can naturally control the flow of how people are taking in your important information. As a change of pace, we thought it would be fun to talk about some of the things you SHOULDN'T do if you want to unlock the maximum value of your campaign. A good piece of print marketing material is an incredible investment, but a bad one will quickly have the exact opposite reaction that you intended.

Remember the End Product - Particularly Its Size

Unlike the old days, most print marketing materials today are designed on a computer. After all, it's never been easier to get the exact look that you want with just a few, quick clicks of your mouse. One of the most important things to keep in mind, however, is that the …

Daring to be Innovative

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Ideas that turn the conversation on its head producing an altered perception are clearly among the most interesting. Nobel Prize winning playwright George Bernard Shaw perhaps related this concept best when he said, "The reasonable man adapts himself to the world; the unreasonable one persists in trying to adapt the world to himself. Therefore, all progress depends on the unreasonable man." Of course, being unreasonable here is equated with being unbound by convention rather than being not guided by good sense.

Being unbound by convention is the first prerequisite for innovation, and turning arguments on their heads is one of the next important steps in the process.

In Steve McQueen's racing-themed movie "Le Mans," he answers a serious question concerning what is so important about driving faster than anyone else. His answer turns the question on its head. He says, "A lot of people go through life doing things badly. Racing is important to men who do it …