It’s possible to be too close to your own business. You look at it everyday. Whether it’s your website, your store, your team or your solution; it’s easy to lose your customer’s point of view. You might find yourself bored with the look, the sound, or something about your brand and want to tinker. You gain a bias for change.
Read MoreI’m not much of a lottery player, in fact, I’m not sure I’ve ever bought myself a ticket, and definitely never bought one online. Still, these are multi-million dollar events that garner huge attention and purchase volume.
I was investigating the website and checkout experience for a lottery brand. There was a reported big drop in conversion in the checkout, even among direct clickthrough to buy call to action campaigns.
Read MoreI like to fill the walls with printouts of designs. Webpages, emails, ads - both internal and our competition. They’re a good way to make comparisons, stimulate ideas and review work that has been accomplished.
When doing reviews with designers, I get them to point at the wall and tell me which one they feel was a great design. Often the elaborate creations with bright colours get chosen, and yes they are beautiful, but are they great?
Have you ever shopped for a dress shirt? You know, the shirts with a hundred pins, cardboard forms and a 15 minute journey to try it on?
My friend and I needed matching shirts as groomsman (super cute) and not being experts in sizing, we must have tore through a dozen packages before finding the right look and fit.
Read MoreThe beauty of archetypes is that we all know what they are, even if we can’t consciously place them. Symbols have always been powerful marketing tools because they carry a certain emotional weight, and provide shortcuts to meaning. There’s a symbolic connection with the image of a magician or ruler that transcends borders and cultures, and those are the roots of archetypes.
Read MoreI may be a copywriter, but I understand the power of a great photo. Grabbing our attention and instantly connecting with our emotions; you can create an entire story in one great shot. This builds the tone and sets the stage for a reader and gets them engaging with content.
I’m bringing this up to hopefully inspire people to take a long hard look at their marketing...
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