Design quote: We fail to meet our audiences where they are and we wind up meeting nobody. —Jonah Sachs
The other day, my yoga instructor said that every pose has five steps.
Five? Read more
In any project or effort, there is big vision, small details and everything in between. It all matters, but it’s the details that are most noticed by the end user.
Well, not so much noticed as felt. This is an important distinction.
What is felt is delight…or annoyance. Clarity…or confusion. Satisfaction…or stupidity.
It would be one thing if the customer intellectualized what didn’t work. But most often, they feel lazy, tired or stupid. In The Design of Everyday Things, author Donald Norman explains that people tend to blame themselves when something doesn’t work, even if the flaw is in the design.
Have you ever found yourself saying this as you start a project?
Have you ever imposed this criteria on a hired consultant or firm? Read more
Recently I walked into a favorite local plant nursery. They had compost tea on special, there was an edible gardening workshop, new plants had just arrived, and, best of all, they had free cookies and coffee. The place was a swarm of goodness and I wanted people to know about it. Read more
You sit down to write your marketing copy. Words flow easily about who you are and what your service or product includes. You can describe the what, where and when with finesse. The only problem is that the reader is going to ask, “What’s in it for me?”
It doesn’t matter if it’s a marketing brochure, a workshop description or website copy. It doesn’t matter if the reader is a devotee. It doesn’t matter how much you think they need your information or how interesting it is. In making a decision to sign up, purchase or read further, your customer is wondering how you can benefit them.