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How To Turn Email into a River of Revenues

Monday, March 22nd, 2010

What would you say about a marketing device that returned over $43 for every dollar you spent on it?

Too good to be true, right?

Wrong.

That device is none other than the commercial (HTML-coded) email, a tool that far outstrips all others when it comes to pure return on investment (ROI). So, how on earth does an email garner such grand results?

To understand this, you must realize an effective commercial email is a well conceived, superbly timed, and, above all, expertly designed piece of marketing that is focused on accomplishing one thing: Getting a customer to take action.

Just how good can an email get? According to the Direct Marketing Association’s 2009 study, commercial email returned $43.62 for every dollar spent last year. Compare that to an ROI of $21.85 for Internet search advertising, $15.22 for direct mail and $7.32 for catalogs.

The Perils of Poor Design

“Fantastic!” you say. “Let’s crank out an email right now and blast it to our list. After all, emails are easy and anybody can do them.”

Not so fast. While it’s true that millions of emails are exchanged daily, only a tiny fraction are well enough designed to grab a customer’s attention and get them to make that all important click that results in a purchase.

To begin with, there are essentially two types of commercial emails, ones that mostly depend on text to get results and those that are more visually or image driven (much like a magazine ad). Many of the very best commercial emails contain a balance of both. Whatever the approach, it must be chosen because it has the best chance of making an impact with your audience.

It is important to know quality design is NOT just about a snazzy picture, cute turn of phrase or a colorful graphic (though these might be part of a well-designed email). Rather, good design depends just as much on advance planning and strategy and careful selection of elements to achieve the desired end.

Remember, the competition – and clutter – is fiercer than ever.

Take your own email inbox, for example. Most of what you receive is either deleted immediately or quickly scanned and disposed of. The level of email fatigue and cynicism is high, but that’s because most commercial email solicitations are inadequately thought out, poorly timed and lack quality design.

No wonder people (that’s us, folks!) are so quick to trash emails.

Don’t Waste Your Opportunity!

But there is good news. Most commercial emails arrive with the consent of the customer. At some point, he or she has asked to receive email updates or solicitations from you. This gives you a vital opportunity to impress them.

However, if your email is sloppily designed, annoyed customers will quickly unsubscribe from your list. Don’t waste your chance to enjoy an ROI of $43 to $1 or more simply because you decided to do it yourself.

Instead, hire a capable designer who understands that the following are essential to a successful commercial email: copy that is well formatted and brief (keeping in mind that email readers are in a hurry); a reminder that the customer granted permission to receive email from you; an easy-to-find unsubscribe link; focused content that focuses on one or two ideas rather than many; careful timing; a call to action (a compelling offer that screams: “take action now!”); solid HTML coding; strong copy and headlines; compelling images (but not too many); and, of course, a catchy subject line that demands the email be opened.

Again, remember the subject line is crucial to getting an email opened but after that it’s good design that will determine whether the end-user/customer decides to read on and take you up on your offer.

Good Design Turns Clicks into Profits

Finally, never forget that an effective email is a marketing tool that can deliver convenience and value to your customers while realizing significant dividends for you. If $43 to $1 sounds good to you, the key to success is a creative and expertly designed piece that cuts through the clutter, cements customer loyalty and burnishes your brand.


 written by Scott Wigton

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Don’t Discount the Power of Print

Friday, January 22nd, 2010

Tales of Its Imminent Demise Are Exaggerated

In 1897 a journalist reported the demise of that great man of American letters, Mark Twain. The bemused Twain, still very much alive and kicking, responded with a letter to the paper reading: “The report of my death is an exaggeration.”

In a similar way, many “experts” have been loudly trumpeting the imminent downfall of print media as a significant means of communicating with customers. Surely, with the meteoric rise of the Internet, Web marketing is swiftly rendering obsolete all print media.

We have been told time and again that printed brochures, pamphlets, newsletters, annual reports, fliers and other tangible marketing items (even greeting cards and business letters) are destined for the dustbin of history.
But is this really so? Not by a long shot.

Advantages of Web vs. Print
True, print media has taken a hit in recent years as marketers were quick to realize the efficiencies of Web marketing. This fact, combined with an increase in environmental awareness (deforestation and global warming) and a desire be good corporate citizens, has prompted many businesses to cut back on print media and shift much of their marketing efforts toward electronic platforms.

The biggest appeal, at least initially, is cost. An e-newsletter, for example, is cheaper than a print one. The same goes for annual reports, brochures and direct mail. Why mail an expensive print ad or letter to someone’s home when you can hit an email inbox for a lot less?

No wonder there was so much hype for Web marketing and a general decline in respect for traditional print marketing.

People Like Print
Yet one important fact was overlooked in the race to replace print: Web marketing may be cheaper, but it’s not necessarily better. In some cases, it may not be nearly as effective as a well-conceived print piece.

One essential premise remains true: people like print. They like the touch, texture and even smell of print. They also like the portability of printed materials. Unlike a desktop computer, you can take printed materials with you and read them (bathroom anyone?) where you please. Furthermore printed materials can be more easily displayed and shared at meetings, conventions and tradeshows, keeping your brand in the forefront.

And, though you might be able to slip your Web marketing piece past a customer’s spam filter, you still have to face a delete button that is used mercilessly to eliminate anything that is not catchy enough. A print piece, on the other hand, by its tactile nature is more likely to be looked at, saved or filed away for future reference.

Print’s Longer Shelf Life
Let me offer an example: One nonprofit client I know mails quarterly, printed newsletters to its donors with an enclosed envelope for gifts. It is not uncommon for this charity to receive donations a year or two or even more after the newsletter was issued. That means it’s been sitting on someone’s coffee table or desk until they were ready to take action. An email newsletter simply won’t enjoy as long a shelf life.

Printed material offers your clients and customers a literal “high touch” experience that cannot be satisfied by Web marketing alone. Remember a few years ago when e-cards were all the rage? They were quick, easy and creative. Then people began to realize that e-cards carried far less emotional content and impact than a traditional printed card that they opened and held in their hands. There was something personal and powerful about the fact that people actually took the time to pick out a card (at a bricks and mortar location!), inscribe it in their own hand, lick a stamp and then post it. In the Internet age this process might seem quaint, but it works and that’s what matters.

Balance Your Customer Communications
In summary, the main point is not to put all your eggs in the Web marketing basket. Is it a powerful marketing tool? You bet it is. But Web marketing is still just one piece of the pie when it comes to communicating with your customers. Instead of emphasizing only one type of marketing (no matter how cost efficient) make sure all your messaging campaigns are balanced and fully integrated and that may very well mean including print in the mix.

Print dead? Even Mark Twain would have a chuckle at that idea.

written by Scott Wigton

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It’s All About Your Audience

Tuesday, December 15th, 2009

6 Tips for Better Website Design Projects

Are you a member of the Lost Generation? You know, the people who think they don’t need a website for their business? Perhaps it’s time to reflect on that incisive question often asked by Dr. Phil: “So how’s that workin’ for ya?”

Today, most consumers insist that companies they patronize (or would consider patronizing) have a web presence. Small Business Magazine writes that “Customers and other people who come in contact with your business expect to find reputable businesses on the web, so don’t risk your credibility by not being present.”

On the other hand, maybe you do have a web presence but you’re still a card-carrying member of Generation 1.0 or 2.0. Guess what? We’re on 8.0 — at least! It’s time to refurbish your website and give your target audience what they really want from you.
Establishing a web presence or re-invigorating an existing one isn’t as daunting as you might think. The following guidelines can help make a website design project a whole lot easier, and, over the longer term, more profitable for you.

1) Answer Some Key Questions First — If you are embarking on your first-ever website, or going for a full redesign, then it’s time for some self-examination. Why do you need a website (see reason above!)? What do you want, or expect, it to accomplish for your business? How does it fit into your overall marketing strategy? Are you prepared to dedicate the time and resources needed to get it done and maintain it properly?

2) Think Like a Customer/Client — Now that you’ve considered your strategic reasons for a website, you’ve got to think about the single most important thing — your audience. If your website makes you happy, but doesn’t connect with your customers, then you — and your web designer — have failed. Try to think like a customer when you and your designer sit down to plan your project. What are the BENEFITS to the customer/client who visits your website? How will you get them what they want, whether its products or simply contact information.

3) What Makes You So Special? — Hopefully something does, because on the worldwide web, you’ve got to do something to distinguish your presence.  Have you done an adequate job of researching your likely competition (although you conceivably could be competing on a global level, most people prefer a trusted, local company). Your web designer should help you study the competition, noting what works and what doesn’t. Colors, typefaces, layout and page titles, are just a few of things that are important in design.

4) Go Pro — OK, so your nephew is pretty good at “computer stuff” but that doesn’t mean he is qualified to design and maintain your website. In the early days of the Internet (all right, even today), there was a proliferation of learn-as-you-go web designers cobbling together ham-handed websites. This resulted in lots of small companies whose good brands or local reputations suffered because they projected a lackluster image.  Hiring a professional to work with you on your website design, while more expensive than your nephew, is worth it. Additionally you’ll want to employ people who are expert at writing the clean, punchy copy that keeps customer eyeballs glued to a screen. Photos should also be handled by a pro, especially if you’re going to be selling items on your site. Remember, the costs are largely one time and their value can’t be overestimated when it comes to establishing a credible web presence.

5) Forget Fancy Schmancy — Hiring a professional designer is key, but avoid those offering the latest and “greatest” technology or ostentatious design. Going with the latest website wizardry is likely to frustrate many potential customers because they don’t share the necessary software and hardware platforms. Sure, your website looks great on your screen, but is less than dazzling on theirs. Also, eschew the flashy intro pages that irritate and test patience. Most people instantly look for ways to bypass them. Plus, don’t assault their senses with brash or cloying music. Unless you’re in the music business, people won’t be visiting your website to get an earful.

6) Focus on the Big “E” — Remember, you and your web designer should make everything easy for your customers when they come to your site. It should be easy to navigate, easy to search, easy to take action, and easy to provide feedback.  Most website visitors are coming to you for information of some kind (even just to get your street address, store hours, email address or telephone number). Some will want to take a specific action (make a purchase, for example). If your site is too clumsy, too flamboyant, too unprofessional, you erode your credibility to some degree.

Finally, after you’ve got your site up and running, don’t let it go stale. Customers won’t be impressed if the information you provide is months or years out of date. Remember, a website is one of today’s cheapest and most effective ways to leave a positive impression and build trust with your target audience. Don’t waste the opportunity.

written by Scott Wigton

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Time To Hit The Dance Floor

Monday, November 23rd, 2009

Don’t Be Shy When it Comes to Social Media

Five years ago, tweeting was something only birds did and the words “face” and “book” didn’t go together unless you fell asleep reading a particularly dull tome. Today, these words have taken on new and powerful meanings as social media platforms exert an ever-growing influence on the way business is done.

Remember your first high school dance? There were those who stood along the wall, desperately trying to summon up the courage to cut a rug. Then there were the ones who hit the dance floor without a second thought about boogying the night away.

Today’s social media environment, at least from a marketing perspective, is not too different from this classic scenario. On the one hand, you’ve got some companies that already are gung-ho about social media, jumping headlong into the latest developments. On the other hand, there are those that are the equivalent of cyber wallflowers. They remain uncertain, and even skeptical of the value social media offers.

But Does It Work?

The big question on everyone’s mind is: Does social media participation lead to more business? Some argue yes, but there are no hard numbers yet to corroborate a growing chorus of anecdotal claims. One thing, however, cannot be denied — the huge phenomenon that social media has become. Over the last five years, various social media platforms have lured half a billion people into this brave new world.

What does this mean for companies that already have donned their social media dancing shoes? At the very least, it means they enjoy increased exposure to a customer-rich environment at a very low cost (If you’ve got an Internet connection and a handful of hours to spare each week for maintenance and updates, you’re pretty much looking at your overhead). And, by making a strategic commitment to social media involvement, they could be increasing their actual business volume.Chances are high that your existing customers, and potential ones, are engaged in some form of social media. This translates into new channels through which you can communicate with them. Social media also can offer you priceless insight (business intelligence) into your customers’ tastes, attitudes and behaviors, keep you up to date on trends, provide you with a venue to offer solutions and answer concerns, and allow you to build networks of friends and associates.

Define Your Goals

First, however, you’ll need to devise a social media strategy. Think about business sound reasons for participating in Facebook, or LinkedIn, for example, and the kind of exposure you and your brand can expect through those platforms. Most importantly, think about what it is you want to achieve. What are your main goals? Simple awareness? Building customer/client networks? Responding to customer concerns and feedback (reputation management)? Steering eyeballs to your website, blog or bricks and mortar location? Answering these questions will help you focus your social media participation in the most effective way and keep you from wasting time with platforms that don’t suit your aims.So, if you’re willing to get on the dance floor, where do you start? The following are relatively quick, inexpensive and effective ways to get your social media efforts up and running. But don’t feel obliged to do all of them. Remember to shape your efforts around your time, objectives and audience.

Blogs — Technorati.com, a blog tracking service, has indexed 133 million blogs since 2002. An estimated 70,000 new ones are created each day. You may have hundreds or thousands of blogs in your own community. The problem is finding ones that are active and relevant to you and your business. Once you come across one that fits, begin to participate.Make sure, however, that your contributions are relevant and remember that you are participating in a conversation, not a sales pitch. It is bad form to show up on someone else’s blog and start advertising. Create a list of blogs and monitor them for references to your products and services.  Even better, start your blog, using a service such as www.typepad.com or www.blogger.com.

Through your blog, you can share updated information with your customers and provide them with a forum for feedback. A blog will also allow you to perform reputation management when necessary, responding to false or uninformed claims about your business. Sure, the number of blogs is mind boggling, but, according to Universal McCann research, 73% of online users read blogs. Yours could be one of them. Above all, the key to a successful blog is regularly updating content — and not just any content, but interesting, relevant stuff that keeps people coming back for more!

Facebook – Facebook has truly become a phenomenon. Just three years ago, it was a little known network for college students. Today, Facebook has the world at its feet with nearly 300 million users. Women are the fastest growing group of users, and nearly half of U.S. Facebook users are 26 years or older. Facebook has a more relaxed, conversational format than other platforms, and while primarily social in nature, it does offer easy-to-create fan pages. You can create a fan page for your business, allowing other users to promote it to their own network of Facebook friends. It is important to keep your fan page content fresh and to provide updates that keep people interested. To set up a profile for your business on Facebook, click here.

LinkedIn – This is a more business professional form of social media, connecting more than 35 million businesspeople from around the globe. Although used by some as a place to post a glorified online resume, LinkedIn is actually much more, offering participants the chance to interact with and learn from business professionals in their respective market sectors or industries. It may also help you to network with vendors and consultants who can build your business.

Twitter – As of this writing, Twitter users have “tweeted” more than 5.7 billion times. That number should be well over 6 billion in just a few days time. What is a tweet? It’s a simple 140 character message you can send to a group of friends via your cell phone, computer, instant message or other application. Basically, it’s you telling your friends what you’re doing. So what could be the business application of such a platform? Basically, it gives you a presence in a very large and active community. By building a following (be sure to add as many “friends” as you can), you can give them updates on your activities and point them to other content rich resources that promote your business, such as your own blog.


While social media marketing may seem like a dubious endeavor to some, it is far simpler and less costly than you might imagine. Remember, it’s about initiating relationships, strengthening existing connections and increasing awareness of your brand. With a little courage  — and the commitment to be active, timely, and relevant — you’ll be surprised how quickly you learn the steps to the social media samba.

written by Scott Wigton

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Ahead of the Curve — or Treading Water?

Wednesday, November 11th, 2009

At T.MOSS when we troll the waters of social and technological change it’s to make sure we’re keeping our friends informed of significant tidal shifts. Thanks for paddling with us.

Sometimes we note an undercurrent — a change in process, usage or style that draws our attention. A case in point –

You say tomato, I say tomahto

When we first started writing about “the Web”, there wasn’t a hard and fast rule for using the term “website.” We researched it, and based on usage common among leading publications, dictionaries and style manuals, we made an informed decision on the standard T.MOSS would follow. We decided to use Web site. That was then.

Well, we’ve taken another look around and now find that usage is trending toward website. Here’s what we’ve discovered. According to Dictionary.com:

“The transition from World Wide Web site to Web site to website as a single uncapitalized word mirrors the development of other technological expressions which have tended to take unhyphenated forms as they become more familiar. Thus email is gaining ground over the forms E-mail and e-mail, especially in texts that are more technologically oriented. Similarly, there is an increasing preference for closed forms like homepage, online, and printout.”

Further, though they do acknowledge “Web site” and “web site” as alternatives; American Heritage Dictionary of the English Language, Webster’s New World CollegeDictionary, Compact Oxford English Dictionary and Cambridge Advanced Learners Dictionary list “website” as the preferred spelling — just to name a few sources. Britannica Online Encyclopedia was the only reference we found that used “Web site” exclusively — and you know how fusty the old men in monocles can be.

Let’s see, is it Beyonce or Brenda Lee?

Our conclusion: though you’ll continue to see Web site and web site in print; it looks like website has won the day. So, lest your customers and colleagues assume you’re out of touch because you use Web site instead of website — remember the flak George W. Bush got when he made reference to “the Internets” — now’s the time for a little re-education.


Website  |  Email  |  Blog  |  Podcast  |  Facebook  |  Twitter

And, if you still think Facebook is a computer game teenagers play with their friends, it’s definitely time to step into the wide world of social media and do a little poking around. To stay literate, you should at least begin to explore the explosion of new tools businesses, large and small, now use to reach out to their customers – before the next generation of innovations comes along and changes the game yet again. Who knows, in a few years tweeting may seem as outmoded as shouting at your customers through a megaphone.

by Dianne Clay, Librarian

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Take the “Clunk” Out of Customer “Clicks”

Monday, October 5th, 2009

Five Guidelines for Better Website ROI

The dawn of the Internet less than two decades ago was revolutionary. But do you remember those first websites? They were often ugly, ungainly and hard to use.

The stunning fact today is that many businesses still operate websites that are the equivalent of a clunker (Think Edsel or Yugo) instead of a sleek, efficient and consumer-friendly model with a sustainable ROI.

Worse, poorly thought out redesigns often result in websites with more bells and whistles, but which still retain the same underlying problems that drive customers and clients crazy.

To make your website pay, you’ve got to turn it into a 24-hour-a-day sales rep, able to handle customer inquiries, provide solutions and turn clicks into cash.

So how can you turn your website clunker into one that generates a respectable ROI?  The following tips should help you:

1) Make It Easy ­– This sounds obvious, but many websites are too complicated and frustrating to use. By its very nature, the web is a place where most people want (and expect) to dash in and dash out. The job of your website – and your web designer – is to make that dash as easy and trouble free as possible. Your website navigation, therefore, should be straightforward and uncomplicated – so easy that a child could use it. Too many drop-down menus and too much clicking can stop transactions dead in their tracks. From the beginning of the design process, place a premium on clarity and simplicity. Think like an end user.  If there are certain attributes you don’t like on other people’s websites, don’t repeat their mistakes and put them on your own!

2) Build Trust – For many people, there is still a lot of skittishness about online transactions and about the reliability of information found on websites. Ensure all your information is accurate and current, especially about products and services. Include an FAQ that anticipates and answers client/customer concerns. Include the logos of third parties that might be involved in transactions in order to allay fears prior to purchase. Offer guarantees and include a verifiable testimonial or two from satisfied clients. Also, make sure your return policies for products are clearly stipulated.

3) Good Pictures – Never underestimate the power of a good picture, especially when it comes to your products! People want to see what it is they’re buying and a tiny, low-res image just isn’t going to cut it. Yes, online shoppers or service seekers generally are in a hurry, but if you’ve gotten them to the decision point, they’ll want to see clearly what it is they are about to buy. That’s why you’ll need a higher quality, bigger image available when they click on the smaller one. Sure, it takes a little longer to load, but at this point most people won’t mind the short wait. Having good pictures goes a long way toward calming fears about a purchase and allows customers to more easily compare products. If you’re not operating an e-commerce site, good art can still make a powerful impression, so be extra selective during the design/redesign process.

4) Good Writing – This is a big one for websites. The writing has to be web centric – punchy, brief, accurate and action oriented. People aren’t seeking an hour of relaxing reading on the Web. They are surfing at high speed, and they’re out to get something done as fast as they can. When writing for the web, you don’t have the time or space afforded in a newspaper, newsletter or magazine. The editing must also be top notch so that copy is clean, lean and strong. If you want to spread out and offer information in a more narrative (storytelling) style, make use of a downloadable newsletter (discussed last month). A newsletter, in fact, is one of the top ways to build customer/client interest, loyalty and a sustained ROI.

5) Accommodate Seniors – According to the U.S. Census, nearly 40 million Americans are 65 or older, making up 12 percent of the population. And, guess what? By 2050, seniors will number 86 million and make up 21 percent of the population. But even more importantly, these Baby Boom seniors control vast amounts of wealth. The median net wealth of those over 65 averages $108,000 while for those under 35 it’s just $8,000. Retired and with time available, seniors present an enticing and growing online market. Two things are critical for them: First, your website must be easy to use. Second, your information and follow through must be credible (see number 2 above). If you do these things, seniors will reward you with loyalty for a long time.

Don’t let your website be the 21st Century version of the Ford Edsel. You will be surprised at the ROI if you adopt these guidelines during the design process.

Written by Scott Wigton

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How to Beat the “Delete” – 5 Tips to a Better Email Newsletter

Monday, September 14th, 2009

How to Beat the “Delete”
5 Tips to a Better Email Newsletter

Email newsletters can be a good way to maintain and even build a relationship with your customers and supporters. However, you run the risk of alienating them unless you are careful to create a product that is in step with their preferences and habits.

It wasn’t long ago that Detroit ruled the American Road, mass producing heavy trucks and SUVs. When fuel prices skyrocketed, however, many drivers abandoned American brands in favor of foreign models offering better fuel economy.

It was a classic failure of vision – of not giving the customer what they desired or needed in a product. In a similar way, you have to be sensitive to your customers’ desires and expectations when communicating with them via email newsletters.

You may already have an email newsletter to which they have willingly subscribed. And, if so, it’s reasonable to assume they trust your brand, buy your products or believe in your cause.

But is your email newsletter effective, or are you testing their patience and tempting them to look elsewhere because of a failure to recognize what your customer wants in this kind of communication?

A study by useit.com confirmed that people typically have strong emotional reactions to email newsletters. Useit.com’s Jakob Nielsen writes: “The positive emotional aspect of newsletters is that they can create much more of a bond between user and company than a website can.

The following tips can help you shape your email newsletter so that it has the best chance to strengthen, rather than diminish, relationships with your customers.

1. Appreciate Your Audience – Think about who will be receiving your email newsletter.  How did you acquire their email addresses? Are they regular customers? What do they buy? What causes do they support? Answering questions like these will help you identify the kind of content you should provide to them.

2. Content Is King – For many companies, figuring out what to put in their newsletters is the hardest part of publishing one. A good piece of advice is to THINK LIKE A READER/CUSTOMER and make sure every item, as much as possible, is RELEVANT to an end user’s interests. “How-to” articles and those rich with active links to reliable information sources can be especially appealing. In short, what would YOU like to see in a newsletter if the roles were reversed?

3. Brevity Is Best – Nobody wants a rambling newsletter popping up in their inbox. And forget about wordy articles extolling products and lengthy success stories. Say what you’ve got to say in no more than 150 words per item. The truth is most people only scan newsletter articles to get the gist of the content. If you’re lucky, a telling headline will pull a reader in even further. According to the useit.com study, only 23% read a newsletter thoroughly. A strong SUBJECT LINE is vital to getting the email opened and it’s not a bad idea to borrow a line directly from the newsletter content provided it is striking.

4.Timing Is of the Essence – Nothing prompts end-user/customer scorn (and thus more clicks on the “delete” button) than bombing inboxes with overly frequent communications, even in the form of content rich newsletters. Plan a regular communication schedule that delivers current and USEFUL information so that readers will be looking forward to it rather than dreading its arrival.

5. Effective Formatting and Design – Your email newsletter format will have a big impact on readership. To make this decision, you must first identify your audience and determine what is most likely to appeal to them. The most common formats for email newsletters are HTML, Plain Text and PDF, each with their own strengths and weaknesses. Generally speaking, HTML will allow you a more or less professional look with pictures and graphics while Plain Text is a “just the facts ma’am” format that frees you from HTML coding but has less style, graphics and perhaps less impact. A PDF format can use a lot of graphics and design elements not available to HTML or Plain Text but has the drawback of requiring users to either download it or have software (Adobe Reader) that can open the document. Some people won’t bother to look at your newsletter because of this inconvenience.

Critically, you should make it very quick and easy for people to either subscribe or unsubscribe to your newsletter. If the process is slow or frustrating, you will almost certainly annoy people and risk losing their business as well.

Remember, a well done email newsletter benefits your customers by providing relevant information while not imposing too much on their time.  It can be a tricky balance to strike, but if you are successful, customer loyalty should thrive.

Need a better way to get the word out? Looking for an easy, systemized and branded and way to send your email newsletters, surveys, and more  . . . without getting labeled as a spammer? Take a look at Xactcast.com. Sign up for your free demo today!

Written by Scott Wigton

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Logo Design: Don’t Try This at Home, Folks!

Saturday, July 11th, 2009

Once you understand the importance of a logo to your business and the qualities that constitute effective logo design, it’s time to talk about working with a design firm to create a logo of enduring value.

For many potential customers, your logo could be the FIRST point of contact with your business. Think of your logo as your company’s introductory handshake. Now, imagine (or recall) a bad handshake: one that is cold and sweaty (yuck!),  too rough or too hot, too weak or too strong. Each leaves a lasting impression. The same goes for a logo. A poorly executed logo can leave your potential customers with a persistent and damaging impression.

And, as the saying goes, “You never get a second chance to make a good first impression.” If your logo looks like junk, customers will associate that feeling with your products and services.

Good logos epitomize several qualities: simplicity in shape and color; legibility with carefully selected typefaces; the right size and scalability (including use of white space) for a range of applications; and, a style sheet that dictates appropriate use. Your logo should also be unique enough to differentiate you from your competitors. Most importantly, however, your logo should be MEMORABLE (in a good way, of course)!

Why You Should Hire a Design Firm

So, how do you get a logo that meets these criteria? Easy. You hire a professional design firm to help you create one. This is one of those “Don’t try this at home, folks” moments. A quality logo is not something you cook up internally unless your company has its own creative department. Even then, caution is advised. That’s because an outside perspective of your business and brand can be invaluable, helping you get past weaknesses and blind spots that your customers perceive but you don’t.

The price you pay for a bad logo will be high if you rely on half-baked, in-house skills or hire the cheapest design firm available. First, there is the cost in time and money of having to revise a bad logo or, worse, having to scrap the final product and start over. Second, if you roll out a logo in spite of misgivings, you risk creating multitudes of bad impressions that could result in lost business.

Logo Design:
Ingredients for Successful Collaboration

Instead, select a design firm to help create your logo, keeping a few things in mind when you do so:

  1. Prepare for the costs - A quality logo doesn’t come dirt cheap and it shouldn’t. This is one case where you should be comfortable with paying a little more, as your logo can be a powerful tool to create and sustain business. At the same time, be cautious about firms that want to charge what seem exorbitant rates. Sky-high design fees do not guarantee you’ll get a better logo. Instead, look at each prospective firm’s previous output and meet with their people. Is the quality high and can you work well with them?
  2. Prepare to collaborate (but don’t dictate!) – You will need to communicate clearly with your design firm. You know your business. Help them understand — and feel — what drives your vision. They’ve got to “get it” for the logo to be any good. Then get out of the way. The last thing a creative design team needs is micromanagement or the sense that someone is constantly looking over their metaphorical shoulder, analyzing every detail of the creative process.
  3. Prepare to be challenged (but don’t roll over) - Hire a firm that can challenge some of your assumptions about your logo and what it should be or could be. True, they need to understand your vision, but the external perspective brought to the table by an outside firm can be invaluable. Remember, you hired them for their skill set and experience. Now let them do what they do best. When the time comes for feedback, make sure your feedback is honest. Don’t acquiesce and settle for something that misses the mark.
  4. Prepare to have fun - The process of working with your design firm to create a logo should be enjoyable. Be open to ideas and toss them around. Welcome fresh concepts and explore them for merit. You might find the best concept comes from a synthesis of multiple ideas. Above all, don’t be dismissive, negative or hostile or you could put a debilitating kink in the creative process. Remember, good logos, good brands and good business are built on positive rather than negative foundations.

A successful collaboration with a design firm to create either a new logo or “renovate” an old one can pay enormous dividends for your business. Remember, don’t entrust your company’s first impression — your logo — with just anyone. Find a firm with a proven record of quality work, establish a good rapport and then let them do what they do best.

Written by Scott Wigton

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Does Your Logo Measure Up?

Sunday, June 14th, 2009

A Strong Logo Embodies Your Brand and Leads to Sales

You’ll never get a second chance to make a good first impression and for many businesses that all-important first impression comes from a deceptively unassuming source — your business logo.
That’s right. That little item that adorns your letterhead, business correspondence, signage and advertising is absolutely crucial to shaping initial responses to your business. And, for existing customers, your logo symbolizes value and trust and serves as a reaffirmation of a good, ongoing relationship.

But what if your logo isn’t all it could be? Or, worse, what if it’s just plain bad? If so, you run the risk of turning off potential customers and undermining your brand. A poorly designed logo slapped on letterhead, ads, billboards or on the sides of your company vehicles won’t entice anyone to become your customer. Rather, people are more likely to think: “Well, they’re too cheap or careless to come up with a good logo and that probably doesn’t bode well for the product/service they offer, either.”

Logo Power!
Let’s be clear. Your logo is NOT your brand. A logo is only a symbol or representation of your brand. Nevertheless, it has the power to reflect positively, or negatively, on your brand. In the minds of many clients and consumers, the mere sight of a well executed logo backed by a strong brand is enough to trigger a buying impulse.

That’s why it’s important your business have a strong logo. Think about all the great brands out there, the companies you buy from — almost without exception, they have strong logos designed to powerfully embody their brands. When you see them, a positive message is conveyed. And, even if you don’t care for that brand, you respect the authority represented by that logo.

Given the power of logos in the digital age when impressions — and business decisions — can be made in a matter of nanoseconds, it may behoove you to re-evaluate your own logo, and if you don’t have one (shame on you!) to get one. So, you might ask, what are some factors that make for a strong logo?

  • Strong logos normally have simple shapes. Shape is one thing that people immediately connect with visually. The more complicated the shape, the less appealing the logo generally. The shape may be dictated by a symbol or defined by letters and words or a combination of both. Whatever the case, simpler is better.
  • Strong logos make effective use of color, without overdoing it. Color can be powerful when used the right way in a logo. When excessive, color becomes cloying, possibly tasteless and proves distracting from the brand message you hope to convey. Colors must be carefully selected because each color, at a subliminal level, suggests feelings that will be associated with your brand. And, keep this in mind. If your logo is well designed, it will also work quite well in black and white.
  • Strong logos use fonts or typefaces that are carefully selected to reflect the brand proposition. If you’re a company that deals in high-tech, you don’t want an “old timey” typeface used in your logo. It sends a conflicting message.
  • Strong logos are the right size. Is your logo too big, or too small, for your letterhead and other applications? You don’t want people straining to see it because it was designed too awkwardly to fit appropriately in all your means of communication.
  • Strong logos are accompanied by style sheets. Do you have a style guide for the use of your logo? Is your logo legally protected? Do you slap it haphazardly on everything without regard to positioning and size, thereby watering down its affect? These are important considerations to make sure you get the most out of your logo.

Finally, before you abandon your logo, be sure to consider its existing value. Over the years, you have probably built up a large cache of credibility in your community with your logo. People recognize it and know what it stands for. Some say changing your logo is tantamount to divorce with your clients and customers. That is probably too extreme, but carefully mull over the heritage of your logo. Unless it has been a disaster or reflects a bygone era or your company and brand are due a total makeover, it may be that your logo needs only a little bit of tweaking to update it. A professional designer can help you with just the right flourishes.

Next month, we’ll explore that process of working with a design firm to create a strong logo for your company.

Written by Scott Wigton

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How To Collaborate Effectively with Your Design Firm (Hint: Communication Is Key)

Sunday, May 10th, 2009

The old real estate adage is: Location! Location! Location!

When it comes to effective collaboration between a design agency and your business, an equally important axiom applies: Communication! Communication! Communication!

Good communication is the bedrock upon which trust is built, allowing creative projects between you and your design agency to flourish.

Remember, when working with a design firm, a successful collaboration requires carefully considered ideas so that a meeting of the minds can be achieved. Anything less will probably result in unwanted surprises, disappointment and a waste of time and resources. Lack of clarity about goals, poor preparation and lack of commitment could fatally undermine any collaboration between you and your design firm.

At the beginning of any collaborative process, it’s helpful to keep in mind the reason you need to work with a design firm. In short, you have a problem – a creative problem, and a design firm can help you solve it because they possess an invaluable skill — the ability to conceptualize. This means, or should mean, they are experts at identifying opportunities for your company and finding ways to fulfill those opportunities. Those opportunities might include things such as Web site design, marketing, company branding or rebranding, events, and various communications to connect you with your key audiences and customers.

Designers can help you navigate from being lost in the business wilderness with no idea how to proceed, to finding the path that will take your company to new levels of success.

When collaborating with a design firm, it’s essential to keep several things in mind. The following few tips will go a long way toward ensuring that you get the most out of your working relationship.

  1. Build trust through respectful communication — Often, as a company owner or decision maker, you may not be able to see things as an outsider (i.e. customer) would. That’s why a design firm can be invaluable at the start. They bring an external perspective that will enable you to view things in a fresh light. This in turn can unleash powerful creative opportunities.
  2. Define the problem and define your goals — Try to be as specific as possible when identifying the problem, as well as your goals, and communicate these clearly and concisely to your design agency. Vagueness here could result in disappointment because design solutions might end up being too general or plain. Make your objectives clear and what it is you want to be accomplished. Don’t leave out the details! What do you want your audiences, your customers to feel and what action do you want them to take?
  3. Clarify strategy and the roles of team members — You’ll need a big picture roadmap for you and your design agency to work from. Make sure everyone has this roadmap and, importantly, knows what they are responsible for and when. This should eliminate redundant efforts. Make sure you have the support of key decision makers in the chain of command. You don’t want a project delayed or stopped entirely because someone important was left out of the loop.
  4. Provide a budget range — This will really help define the scope of what your design firm proposes to you. Leaving this up in the air is not a good idea as the design agency may return to you with a dazzling proposal that is way beyond what you can afford, making the effort an expensive time waster. Additionally, if your budget is extremely limited, don’t expect champagne proposals, but rather more modest, though serviceable ones.
  5. Work through problems together — Again, clear, direct and honest communication is key to overcoming the inevitable bumps in the road to the project’s completion. If you have concerns, bring them out into the open rather than working on them without your design agency’s knowledge or input. It may take some time for your design agency to fully grasp your company’s brand proposition, for example, but this is normal. Don’t always expect instant gratification. Be willing to wait until the final product has been refined and unveiled. And, finally…
  6. Perform a project review — Sit down with your design agency representatives and study what worked and what could have gone better with the project. This will help both parties avoid making the same mistakes again and lead to successful future collaborations.

Written by Scott Wigton

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