Tag Archive: content

The Power Of An Emotional Response

Cheerios emotional connection

Emotion is a powerful motivator.

Consider the iconic Superbowl ad where the Budweiser Clysdale races through city streets to reunite with the trainer who raised him. The ad touches the hearts of even the most stoic among us.

Or the Cheerio’s box packaging themed “Made For Little Hands.” For any parent, it recalls days of tiny sticky fingers and the overwhelming intensity of parental love. Again, our response is visceral and emotional.

The Budweiser ad never mentions any product attributes, while Cheerios cites the nutritional benefits of the product only as a post-script with the tagline “Learn more about the goodness inside.”

Can you imagine if your client interactions were even half that intense?  (more…)


Create Once And Leverage: 3 Ways To Repurpose Your Content

repurposed contentCreating fresh and compelling content week after week, month after month, year after year can be a challenge, to say the least. An editorial calendar can facilitate the creative process by offering a structure which helps to maintain cadence. Content themes and topics are identified in advance, providing a jump-start to the writing process.

Still, it can take hours to craft an effective blog post, and how many people really see it? Well, that depends. By repurposing your content, you can create once and leverage, dramatically increasing the visibility of each article. Content marketing allows you to expand the reach of each content element while saving you time and resources.

Frequently Asked QuestionsFrom website to blog … or blog to website? 



10 Tips To Crafting Pithy, Punchy Subject Lines

bulldog in princess costume

Use humor to draw in your reader

Gone are the days of paper in-boxes that actually get emptied on a daily basis. Today our email messages join a sea of others competing for the attention of readers. Humanize your brand so that yours is the email that gets read while its neighbors get deleted. Respect your audience; customize your email marketing to feed your audience the content they want, at the cadence they choose.

Whether it’s the subject line for your email newsletter, the title for a blog post, or even or even the subject line for an email message, crafting a powerful introduction is key to capturing the attention of your reader. Try these 10 tips to crafting subject lines that beg to be opened.

1.  Don’t state the obvious. “January newsletter from Hillman Design” … If you’ve populated the “from” address with your name and your business name, recipients know who the newsletter is from, so not only is this subject line boring — it’s also redundant. The subject line is valuable real estate: make the most of it. (more…)


What Is Content Marketing, Anyway?

Websites need a continuous influx of fresh website content to gain the attention of search engines, which deliver search results based on complex algorithms with a large number of ranking factors. Fresh content is a key ranking factor. But search engines have countless website pages to index. Even if you’re adding new content every week, your site may not be visited frequently enough to capture that content and serve it up in search results.

You can’t just wait around for Google to notice you. Some active marketing is needed. (more…)


Is Your Website A Map Or A Maze?

Clear path

Let’s face it: When considering buying products or services from your business, most potential clients will start with a review of your website. That experience can lead the visitor to gain confidence and interest in your business, or to click away and search for competitors.

As the centerpiece of your online presence, your website experience must guide your visitor, demonstrating that your business offers value and is credible and trustworthy.

Stop talking and listen

When meeting a potential client in person, we use many strategies to convey our expertise, integrity and skills. Beyond good eye contact and a firm handshake, we attentively listen for clues to how our offerings match with the needs of a potential customer. We ask questions to learn about challenges, frustrations and pain points which provide an opportunity to help. This emotional connection naturally leads the conversation to how we can help solve their challenges. The prospect gains confidence that we not only understand their problem, but also that we can offer informed guidance to fix it. (more…)