(RE) COMMUNICATING YOUR
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
"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
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
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
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
Mix Creative to present in 2-part workshop, Creating effective
The workshop, part of an ongoing Tech Networking series from Modern
will focus on the why and the how of e-newsletters.
Creating Effective eNewsletters
Wednesday, September 23rd
will be comparing the eNewsletter options and services, and exploring
practices for database building, content, delivery and marketing
integration. You will learn about tools that will help you make this
efficient and effective.
Enewsletters: Design & Database Tips
Wednesday, October 26th
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
• Designing your eNewsletter optimally for text-only readers, mobiles, and
• 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