Category: Process+Best Practices

Messagecraft: Benefits Light the Path

If there’s one thing you can do to activate your brand image, it’s to improve your writing.

Better writing connects with your customers or prospects.

People feel connected if, when reading your copy, they feel like you have considered their desires, fears or needs.

And people who feel that way want more of what you’re selling. This goes for selling a plumbing service, getting people to read your annual report or attracting new members.

One thing that prevents this connection from happening is a focus on features, often masquerading as benefits. Read more

Permission To Be Demanding

You’re hiring a designer or marketing person and can’t wait for the process to unfold.

Or…maybe not.

Most likely you have some uncertainty. You don’t know how to choose a consultant. You’ve never been through the process. You don’t know which questions to ask. You don’t speak the same language. You’re worried about money. You have a committee to please. You’ve got your other work to do.

Oof. Read more

Elegance: The Forgotten Small Stuff

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.

In this great TED talk, ad guru Rory Sutherland describes with humor the bad decisions businesses and organizations foist on unsuspecting customers. Read more