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Consider pitching your capabilities to current clients.

Recently I spoke with a marketing colleague of mine who expressed frustration that a long-time client had been talking to other agencies to develop a new website and e-mail marketing. Having been their agency of record for all of their print marketing and advertising, my colleague expressed to the client his confusion.

"Oh, you can do websites?" was the client's response.

It seems that in their business interactions, the client had come to think of my colleague as a go-to person for print and advertising. Comfortable in that role, my colleague had neglected to mention his full capabilities, of which websites and email marketing were also strengths.

It's human nature to categorize the things around us. Gestalt psychologists demonstrated this phenomenon through visual tests (see some fun examples here). Their results described an overarching principle of pragnänz, which is that the simplest and most stable interpretations of the world around us are favored. Neuroscientists have documented these brain short-cuts even at the cellular level, showing that the branches on brain cells are trimmed away over time to strengthen some brain pathways over others.

The lesson here? If you want your clients to change their perception of your company's capabilities, you're going to have to retrain their brains. Here are three simple strategies:

Talk to your client about your capabilities. Ok, this one seems like a no-brainer. But think about it, when is the last time you integrated a little advertisement for your other services into a conversation with your client? One strategy: use an example of how you created a solution in similar situation with another client. Expand on the different services you provided.
Try an email footer. Communications guru Colleen Wainwright suggested changing up your email footer frequently as a tool for self promotion. Try something like: "Did you know we can create _______ for you? Call us for more information."
Share examples. Shapco Printing in Minneapolis does a great job of communicating their capabilities by sending examples every few months or so of a piece that was printed using their equipment, accompanied by a letter highlighting their capabilities. You can try this too, by sending examples of your work--printed or electronically--to your clients, with a personal note that includes a detail about the project.

Since we're working against brain chemistry here, it's a good idea to make communication about your capabilities an ongoing activity. Just think: someday there may be a brain pathway out there dedicated to your business!




Mix Creative to present in 2-part workshop, Creating effective eNewsletters.

The workshop, part of an ongoing Tech Networking series from Modern Inconveniences, will focus on the why and the how of e-newsletters.


Creating Effective eNewsletters

Wednesday, September 23rd    11:15-1:30PM

We will be comparing the eNewsletter options and services, and exploring best practices for database building, content, delivery and marketing integration. You will learn about tools that will help you make this process efficient and effective.


Enewsletters: Design & Database Tips

Wednesday, October 26th   11:15-1:30PM

In this class you will learn the following:   

• Maintaining brand consistency across your eNewsletter and website
• Incorporating your brand into the clickable links, colors, fonts and design elements
• Designing your eNewsletter optimally for text-only readers, mobiles, and full display
• Tips & tricks to using a template
• Compiling and building your database


TECH NETWORKING is an ongoing program from Modern Inconveniences that offers participants useful skills and informal networking over a light lunch setting. We hope to see you there!


Drymate® Cat Litter Mats, Pet Bowl Mats, and Grill Mats ad campaign: Copywriting, campaign development, advertisement design, and photography for Drymate® Surface Solutions Products.
Art direction: Mix Creative
Copywriting: Carolyn Marshall
Photography: Rod Wilson of Andrews Photography



Vitamin Angels Coupon Book: Production and design of interior coupon pages and back cover.
Marketing Firm: Effect Partners
Art Direction: Pure Branding LLC



Darn Knit Anyway blog and temporary website. Design and production of a branded blog on custom url to serve as placeholder for full site until completed.


GET UPDATES ABOUT THE PROGRESS OF THE STORE, OPENING THIS OCTOBER! You can sign up to receive their e-newsletter here





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Twitter: mixcreative

Blog: themixcreative.com/blog/

LinkedIn: www.linkedin.com/pub/12/18b/69a

www.themixcreative.com 612 226 5717 info@themixcreative.com 3255 McKinley Street NE Minneapolis, MN 55418