So with the internet being the best it’s ever been, the ability to effectively communicate determines which businesses limp along and which become the thought leaders in an industry. After all, we live in a time where strategy, positioning, and messaging are almost more important than the very product or service you offer. Dollar Shave Club is the best example of this we’ve probably seen in recent. It was not the first company to sell razors, and they are not the best razors in the world -- but the company is worth billions of dollars and people love it. So, what gives?
Think about the factors that you chose to include on your resume. Anyone that is serious about landing a new job understands the importance of putting together a resume that accurately reflects his or her professional potential. While you want to include your education, your relevant experience, and your most noteworthy skills and abilities, it is important to find a way to set yourself apart. No matter how thick your card stock is, your resume is not going to get you noticed unless it incorporates some sort of indicator that you are the best fit for the position you're applying for. The same can be said for your business's value proposition.
Every two weeks, Jessie-Lee, Marcella, and I meet to brainstorm ideas for the podcast. Sometimes, we come up with topics based on questions we've been asked or common challenges we've seen just doing our jobs. But then there are those times when one of us comes to the virtual table and says, "Guys, this is what I need to talk about this week." (Our podcast can be a little like work therapy for us.) It was a moment just like that, that inspired this episode. Jessie-Lee came to us and said, "I need to talk about the word 'expert.' It makes me uncomfortable, and I want to get your thoughts on it." Though Jessie-Lee kept us in suspense until the day we recorded about why she didn't like the word and the story it tells, it was well worth the wait. Because, as it turned out, she wasn't alone.
A brand is more than just a logo. It’s a tone of voice, a feeling, a set of expectations that arise when people hear your name. It’s the values and emotions that the thought of your business evokes. A logo or color palette are simply reflections of these larger ideas - but that doesn’t make them any less important. In fact, it actually makes them even more important.
Visual content plays a bigger role in your conversion funnel than you might think. Behavioral studies, brain scans, and tracking eye movements have proven to researchers that visual content communicates faster, and more efficiently, and as marketers, we need to take notice. No matter what you use to market your products or services or where you use it, from websites to print, having a good strategy for marketing with imagery is an essential part of any marketer’s toolbox.
With the average human attention span shorter than that of a goldfish, inbound marketing is a lot like speed dating. When prospects get in front of you (or in this case, arrive on your website), you have to tell them everything you offer quickly while you have their attention, or else the bell will ring and they'll be off to the next option before you get the chance. The most effective way of doing this is through a skillfully written value proposition as part of your brand messaging strategy.
What's your deal?! -- Sorry. Maybe that was a tad aggressive. But really, what is your organization all about? When prospective buyers arrive on your website or discover your brand for the first time, this is often the question going through their minds. It is your job as a marketer to communicate this to them in the simplest way possible and make you story known.
A few years ago, there was this meme, “What people think I do vs. What I really do.” It poked fun at stereotypes and popular misconceptions and everyone loved it (including IMPACT), but jokes aside, the viral sensation raised a pretty valid question. You know what you do. Your employees know what you do. Your mom knows what you do (usually), but do your website visitors really know what you do?