Whether you’re marketing electronic gadgets B2C, or professional services B2B, you need to engage people emotionally to win their business. Why? As humans, we make decisions emotionally and rationalize them logically. As a result, a highly effective way to capture an individual’s heart is to focus on benefits.
Inspired by Bohemian Rhapsody, I reflected on how and why Freddie Mercury became a living legend, and continues to be celebrated as one of music’s greatest performers of all time. I believe it goes beyond his inimitable voice and songwriting abilities. Mercury had vision, and in a world of conformity, he boldly did things his way — he was his own creation. Whether you’re a creative, entrepreneur, or just want to live a fuller life, we can all take a page from the icon.
Pay your children to read? I did it on a whim one evening and felt somewhat sheepish. Reading should be a natural pastime that you desire and enjoy, right? But then I was told something that made me realize it’s not only okay — it might be brilliant. Here’s why and how you should consider launching your own ‘book club for young entrepreneurs’ at home.
Do you know exactly how creative you are? Creativity seems hard to quantify. But what if creativity can be effectively measured? And why is measuring creativity important?
You know your target audience. Your inbound marketing seems to be tracking well. Why bother with buyer personas? The reasoning is similar to why you need web content writers (see what we did there?): To really optimize your content marketing.
Innovation is shifting creativity from a positive characteristic to a precious, highly sought-after asset in the global market. Esteemed schools like Harvard and Yale have added creativity to their curricula, and several Fortune 500 companies like PepsiCo and Marriott are running employees through creativity training programs. So how do you tap into your ‘inner Leonardo da Vinci’ (the accomplished artist, musician, scientist and engineer of the 15th century)? Try these creativity tactics right now.
The Strangest Secret is strange indeed, shared quietly amongst knowing entrepreneurs for decades. I first heard of it late last year during a meeting with successful business owners. They mentioned it in passing, and then declared how it’s changed their lives and those around them. If you haven’t heard of The Strangest Secret, you’ll be glad you finally did. Just be sure to pay it forward.
I believe design shapes the world, and PR can help give the industry a bigger and brighter stage. That’s why I’m delighted with my recent appointment as the National PR Chair for the Graphic Designers of Canada (GDC), which allows me to help foster understanding and appreciation of design across Canada and around the globe.
It seems almost all designers who partner with our web copywriting firm have made a solemn declaration to Apple products. In fact, the conviction is so profound, it compelled our copywriters to switch entirely to Macs in 2008. Curious what drives this deep desire and devotion with visual creatives, we asked creative directors in Canada, the US and Europe: Why do designers use Macs?
We live in a world where consumers are starving for authenticity. Meanwhile, businesses continue to serve up homogenous content and brands. Why? To play it safe and fit in with the competition. To inspire and prosper, businesses need to come out of the shadows and reveal their true authentic selves.
