Is “on time and within budget” the first few lines of your marketing message?
If you had to remove those words, what would your story be?
Everyone worries about spending money, even those with deep pockets. And if someone hires you they hope you’ll finish on time. Both are universal concerns.
They’re also the least a customer can expect. A built-in feature. And when you’re not the cause of a ballooning budget or a blown schedule, your best offering is now shot.
Even if you’re serving the fast and cheap crowd, you still need to stand out among all the other businesses using the same line. Read more
Company naming is no easy task, unless, of course, it falls from the sky and lands at your feet.
Most often, it involves pouring over the company’s how, why, what, who, where. It involves word collecting, list making, searching, listening, vetting and playing.
Does it sound good? Will people like to say it? Not always possible but it doesn’t hurt to start with high standards. I created a brand identity for a climate initiative with a seven-word name. Try to say the name and you stop after the first few words, hoping the person knows what you’re referring to. The acronym is its own tongue twister. Did the committee that selected the name say it a few times aloud?
Is the name easy to remember?
Does it look good when written out?
Will it have longevity? Does it need to? Read more
”If all you have is the desire to get picked, that’s not sufficient.“
Wandering the aisles at a craft show a while back, I was surprised that the same styles and motifs appeared over and over. Most likely, each artist thought of himself as different. But why didn’t anyone want to stand out, especially in a creative industry?
It is said that there are very few original ideas. But there’s plenty of room for a different kind of originality. Put two or more existing ideas together to form a new product or service. Put a new spin on an old idea. Use your voice. If you’re an independent business owner and you’re not putting your unique voice to work, you’re overlooking the one tool you have that no one else does. Read more
The other day, my yoga instructor said that every pose has five steps.
Five? Read more
Figuring out what job you're hiring that logo, website, company name, brochure to do.
…wrote Shakespeare in Hamlet. Only most of us aren’t brief.
You have pressing information, a delicious new product or a life-altering service that benefits the world! You believe in it, which is essential for success. It propels you and keeps you going even on the worst days.
The problem is, you don’t connect to your potential fans through belief alone. A mass of information sits between you and them—the ones who will really get you and like what you offer. Read more