Introduction

The inseparable relationship between risk and trust is something we don’t always talk about in business. Don’t get me wrong–we talk a ton about how to build trust, but it’s usually positioned as a way to differentiate yourselves from your peers and competitors. “Eight out of ten dentists choose us over the competition.”

That may seem like a powerful statistic, but that’s not what it’s all about. You don’t show your authority and connect emotionally so that your customers, clients, and patrons will think you’re better than the other guy. If you are legitimately talking to your ideal audience, the other guy doesn’t matter. You need to develop their trust so that they feel confident in the risk they are taking by doing business with you. And the higher the risk, the more solid the foundation of trust needs to be.

For example…

Take the examples below. How risky do they seem to you?

Not too bad, right? It’s not that there’s no risk, but it’s pretty low-level. If the lipstick isn’t the same color in person as it looked on the computer–you’re out $12 and still on the hunt for the color you actually wanted. 

If you ultimately didn’t enjoy the band, you’re short $20 and the time spent that evening.

While both of those situations are inconvenient, if you are a lipstick wearer or a music lover–they were still likely worth the risk.

But how about the following?

How much more risk is involved now? A lot.

When most of us spend that kind of money on a home, we intend to live there for a long time. Investing that money will affect us every single day. It will impact our quality of life. That’s why we have real estate agents, disclosures, home inspections, and contracts. We make pros and cons lists. We talk to our friends who recently bought similar houses/used to live in the neighborhood/used the same realtor/etc. When a lot is riding on a decision, it takes a lot of trust elements to convince someone to hit the buy button. 

The business coaching–while not the same level of investment as buying a house–can give us similar pause. You’ll ask yourself questions like, “Is this coach going to help move my business forward? Or will I essentially be setting $3,000 on fire and remain exactly where I am now?” Unless you do have the time and money to waste, chances are you are going to do a lot of research, ask for references, data, and more before committing.

The ABCs of Trust

So how do you build that trust? You can do it in a variety of ways. In my MessageQuest Framework, I call them the ABCs of Trust.

Authority - Why should people trust that you have the necessary knowledge and expertise to help them on their quest to fortune, beauty, justice, etc? Certifications? Awards? Time in business? A great track record? 

Bond - How can you show empathy toward your audience? How are you connected? Do you have some personal experience that will let them know you see them and understand their current situation?

Comparisons - Our brains thrive on patterns. What are some comparisons you can draw between your organization or products and other similar things? “Email–it’s like regular mail…”

Distinctions - While our brains thrive on patterns, you don’t want people to think you’re exactly like everything else. How are you different? “Email–it’s like regular mail, only it arrives almost as soon as it’s sent and doesn’t clutter up your dining room table.”

Emotions - What was the emotional state of your ideal client as they were looking for a product or service like yours? Were they frustrated that they couldn’t figure out how to fix their computer? Annoyed that they needed to sit for an hour or more in traffic to get to a therapy session? Sad that they couldn’t keep in better touch with their grandchildren? 

Facts - What are facts/statistics/ that back up your business or products. This is different from authority. For example–if you’re an elevator company that’s been in business for 75 years, that’s your authority. A fact would be something like, “Elevators are 20xs safer than escalators.” Or “Pressing the up and down arrows more often doesn’t make the elevator arrive any faster.” 

Keep in mind that some industries and businesses rely more heavily on some types of trust than others. For example, if you are a new business–you might not have a lot to contribute to your authority piece yet. But presenting facts can help show your knowledge of the industry, which will build your authority over time. Strengthening your bond will help people connect with you–and what is a successful business but a constant, reliable connection to others?

Conclusion

When you are building trust with your clients, it’s not to show how much better you are than “the other guys.” It’s showing your audience why what you offer is worth the risk. Use the ABCs of Trust to help reduce their anxiety and have them feeling as confident as you are in your organization.

Introduction

You’ve heard us say it before–your messaging is the cornerstone of all communications coming from your company. It’s not only all the words you use to communicate, it also feeds into your logo design, color palette, media style, website design, and more. And while branding and media can catch someone’s attention–buying decisions are primarily made because of the words that you use.

So how do you know if you’re using the right ones? Today we’re going to look at four reliable ways to tell whether or not your message is working. Spoiler: Just because you have a lot of leads/clients, doesn’t mean your message couldn’t use some tweaking. In fact, let’s talk about that one first.

You have plenty of leads, but…

You might think that if there’s lots of interest in what you’re doing your message is spot on. That may be true! But if you get into your discovery calls or are interacting with potential clients/customers/patrons and they don’t totally understand what you’re all about, you probably have a messaging problem.

Clear, specific messaging not only brings people “through the door.” It also saves you time by speaking to the right people. (Does this mean that it works 100% of the time? Of course not. But if you feel like you’re doing a lot of explaining, or bringing in clients that are just an “okay” fit, you should revisit your messaging.)

You’re not getting enough leads.

Marketing is a tricky business. It can be difficult to determine why paid opportunities are successful or not. It takes time, investment, and trial and error to really learn what works and doesn’t for your company. But if you’ve been at it a while, and you’re not still not seeing a return on your investment–you may want to look at your messaging. 

Are you communicating how your product or service will improve the life of your customer? Are you providing a clear purpose for the ad? Do you have an engaging CTA (Call to Action)? Is your copy a giant wall of text? All of those and more are part of your messaging inventory and if one or more don’t vibe with your ideal customers, your ads aren’t going to work very well.

Your description has variants

No…not variants like Loki.

Has this ever happened to you? You’re copied on an email referral from a current client to another client. You’re so excited–they are recommending you as a vendor or organization! Only…they didn’t actually describe what you do correctly. And now you have to send a follow-up email explaining that “Actually…what we do is this…” 

How about this one? You overhear a current employee describing your company to another person…and it’s not remotely how you would describe the company yourself. You kind of want to strangle them. But also…it’s not really their fault.

Both of these situations happen A LOT and it can be really frustrating. Neither of them comes from a bad place, though.  People want to talk about what you’re doing. That’s wonderful! Unfortunately, they just don’t have the whole picture.

Luckily it’s an easy(ish) fix. When you have a short business description as part of your overall messaging, you can teach it to your employees and have it live in your marketing materials (like on your website homepage). Include it in your kickoff packet for new clients. Put it in your email signature. The more you can make it available for people to see, the more they are going to understand exactly how to talk you up.

You don’t know what to write

Last week we talked about Brand Voice–that’s the way you talk to your customers. But knowing how you want to sound and knowing what to say are two separate things. If, every time you sit down to plan your social media copy or a press release, or an email, you’re not sure what to write, you have a messaging problem. 

A proper messaging inventory essentially gives you a set of parameters. You choose a purpose for whatever it is you’re trying to get down on paper, consult your messaging inventory, and the bulk of your copy should already be there for you to type up.

Conclusion

Clear, personalized, concise messaging is one of the best tools you can invest in for the success of your business. If you feel like you’re having to explain yourself a lot, if you’re not bringing in enough leads, if your current clients and employees have trouble communicating what you're all about, or if you’ve learned to dread the blank page–your messaging isn’t clear enough. If pulling together a comprehensive messaging package sounds daunting–never fear. We’re here for you. Contact us today to see how MessageQuest can level up your messaging.

Introduction

Canva recently announced a new suite of AI-powered tools to make creating with them even easier. I’ve used a few of them in my author life but wanted to specifically check out Canva’s new “Brand voice” functionality for our clients.

Where do I find Canva’s new “Brand voice” feature?

While this is technically part of the new “Magic Studio” you’ll want to head to your Brand Kit. If you haven’t set this up for your brand yet–I would suggest doing it ASAP. It’s going to save you a TON of time hunting down your brand fonts, colors, logos, icons, etc.

So, from the Home screen, you’ll click on “Brand” on the left-hand side. Then, again on the left, find “Brand Kit.” If you’ve already set yours up, you’ll see it on the main body of the page. Click on that.

Back on the left-hand panel, you’ll see a number of categories under this brand. Logos, Colors, Fonts, Brand voice, Photos, Graphics, Icons.

Click on “Brand voice.”

What do I write under “Brand voice?” 

If you are a MessageQuest client–you’re in luck! I have been including a “brand voice” statement for clients for all of our clients starting in 2023. So you’ll pretty much just pop that right in there to get started!

If you aren’t a MessageQuest client–what are you waiting for?

Just kidding. You’ll want to write up your own brand voice description and put that in. Some things to consider? Do you speak to your customers/clients with a more casual voice or is it more professional? Is your tone enthusiastic and exciting? Calm and soothing? Are there specific words that you use? Do you use the Oxford comma? 

These are all elements that you can include in your Brand voice description.

How do I use “Brand voice?”

The first thing I recommend doing once you’ve put your Brand voice description into Canva is to click the “Try your brand voice in a design” button to make sure it really does sound like you in person. You can have it generate anything. An announcement about an upcoming sale. A notice of temporary closure. Information about an event. Whatever you want. Just generate something and make sure that something sounds like you. In this test application, you will get something that is long-form. It may not be perfect, but if it’s close–that’s a waaaay better place to start from than the blank page.

After you’re feeling good about the overall tone of what is being generated, you can go back to regular content practices. Go up to “Create A Design,” and click the type of graphic you want to create. Then, go into “Brand, and “generate in this brand voice” in the side panel to do the same thing for your graphic. 

Note: Brand voice will only generate text. It will not create a graphic for you. But if you’ve filled out your Brand Kit you’ll be able to use those elements to design a terrific, on-brand graphic in minutes. And if you need help setting up your Brand Kit–contact us today.

Conclusion

While Canva’s new Brand voice feature is not a complete replacement for human copywriting, it can give you a great, personalized starting point from which to create posts, graphics, and more. And bonus: If you’re a MessageQuest client–you’ve already got a statement to plug right in!

It's that time of year again--the time of year when you need to wrack your brain for what to get those hard-to-buy-for friends and relatives. But this year we thought, “Our clients deserve cool things too.”

So this year’s list is dedicated to you. Our favorite people. We hope that these “gift” suggestions will help make your lives simpler, more joyful, and just…better.

TONY*

You know I can’t resist giving shoutouts to our clients…

MYO Massage & Chiropractic

A massage from MYO: $95 for one hour, or buy a membership and save $25 every session

NinjaU

NinjaU membership to keep the kids occupied during holiday breaks: $28/month for 5 and under

The Wash Bar

Keep that car clean this winter or gift it to a friend! Starting at $20/month

Sidecar Coffee

BOGO every Tuesday at Sidecar from 7 AM-10 AM. Share with a friend or double up on caffeine

Cedar Falls Public Library

Portable turntable for holiday tunes: FREE from the CFPL Library of Things

*Please note that while the assignment was to choose three gift options, Tony basically had to sit on his hands to keep himself from the non-stop recommendations of products and services provided by our amazing clients, so we allowed him to recommend five. 😉

PAYTON*

For this year’s gift guide, I’ve chosen to focus on things that help me as a designer, that are helpful and accessible to everyone no matter their industry.

Canva / Canva Pro

Need help managing or creating social media or creating simple designs for your business? Canva is extremely powerful and simple to use. Their simple approach to the program allows anyone to pick it up and use it! At IFC we generate all of our client-editable designs in Canva, so if you're interested let us know!  

Pexels

I will always say, custom stock photography (especially done by Nate) is the way to go. We get it though, that is not always on the table. If you need photography for a blog header or social media post, check out Pexels. In my opinion, it is the best stock photo site that is available for commercial use and is totally free! They have photos for just about every scenario and like I said, it is free to use.

Field Notes 56-Week Planner

I have been using this for the past year and it has been incredibly helpful to plan and schedule my weeks. The notebook is very durable and a great place to keep tasks, general thoughts, and ideas as they happen throughout the week! 

AMY

I’ve tried to make my 2023 recommendations things that are useful to me in my messaging work, but that I think would also be useful to you no matter what you do for work.

ProWritingAid

Yes, I recommended this last year as well. But it deserves to be mentioned again. If you need to write as part of your job but are not always sure where the commas are supposed to go, this is for you. If you’re never quite certain if you’re using active voice (good for marketing) or passive voice (better for fantasy novels)–it’s worth the investment.

There is a free version, a yearly subscription, or a lifetime option.

Spotify

My Spotify subscription is a productivity game-changer for me. Need some chill vibes? Try the Mellow Mood playlist. Enjoy working to rain sounds like me? Rain sounds coming right up. Looking for great tips and new ideas about copywriting? The Copywriter Club Podcast is on there.

I’m sure you’d find exactly what you need to find your flow as well.

You’re Not Listening by Kate Murphy

This was the first book I read in 2023. I’ve read more than 50 more since, and I still can’t stop thinking about it. I wrote a whole blog post about it if you want to learn more–but in short–at a time when humans are so divided, I found it to be heartful, funny, accessible, and educational.

NATE

While we’re lighting up our Christmas trees let’s talk about lighting our video interviews: specifically 3-point lighting for interviews. Many of you would like to be able to do more of this yourselves, but hiring a videographer to do as much as you want is hard to schedule or cost-prohibitive. Here are some of my recommendations to make sure you have a great setup even when I’m not around.

Key light

I recommend shopping from Aputure. I’ve used their products my whole career and think they’re a great investment. The lights I use are no longer available due to the ever-evolving nature of LED technology, but Aputure’s lineup has only improved. I recommend a single source light that can provide lots of light. Pair it with a softbox or an umbrella for soft, flattering shadows. 

Hair light

Again from Aputure, get a small panel to add a kiss of light to your subject’s hair, cheek, or shoulder. Doing so will help define their edge and make them pop from the background. I like to put an orange gel on mine to add a hint of warmth. 

Fill light

Sometimes the simplest solution is the best solution. Place this white foam core board opposite the 120d to reflect its light back onto your subject's face. The one I’ve linked to is from Hobby Lobby but you can get them at Michael’s, Walmart, Target, etc.

LORNA

My suggestions for this year’s Gift Guide revolve around “things that help keep me sane.” I hope they help you too! 

Laptop Sleeve

I love to keep my laptop closer than my coffee, and a laptop sleeve is a practical solution to keep my sidekick snug and secure. It doesn't just guard against scratches and spills, it adds a touch of personality to my daily hustle.

Rocketbook

The Rocketbook is a unique notebook that is fun and functional. I love to take notes and make lists so it's a subtle way to get creative with everyday tasks. And it can be handed off to a kiddo looking for something interactive!

Udemy

I love online learning - the flexibility to explore, and access knowledge and the interactivity that makes learning a joy. It has helped me enhance my own professional skills and indulge in my own curiosities.

Yoga Mat

I especially love hot yoga so a proper yoga mat and towel are essential for the heat. But having a mat at home is a simple way to bring a touch of calm to my day.

CFPL Tee

I have always loved to represent with a statement tee and the Cedar Falls Library shop does not disappoint! They are clever and comfy!

Introduction

A few weeks ago I alluded to a series of blog posts in which I was going to lay out all the details of our MessageQuest Messaging Framework. The full series won’t be coming until 2024–but I wanted to make good on that promise and at least introduce the process to you this year.

Why MessageQuest?

Storytelling. It’s all you hear in marketing these days, but that doesn’t make it easy to execute. Is the story about you? About your customers? What if you have different types of customers? Do you just need a bigger “about” section?

It’s a lot to think about, and it’s even more “a lot” to put together yourself. While I used to be a Guide for another popular messaging framework–in practice, I found that it was really only useful for some of our clients. I needed something that could be adaptable to all of them.

That’s why I developed MessageQuest. I took my 12+ years of messaging and marketing experience, figured out the ways businesses are not all the same, how that can affect the ways they communicate with their clients, and why that matters.

MessageQuest is a messaging framework designed to help you:

Oh—and the whole thing is based on role-playing games like Final Fantasy and D&D. Why? Because the parallel between the games and your business journeys work surprisingly well! Also because I'm determined to prove that messaging can be fun. 😉

How MessageQuest works

Here are a few key parts of the complete MessageQuest framework:

1. Identify Your Class

There are three main class archetypes in the MessageQuest framework. The Merchant is the traditional for-profit business that solves specific problems for their customers in exchange for fair monetary compensation. The Knight most often represents the non-profit organizations, fighting to close social and economic gaps. The Bard refers to industries important for their intrinsic value. Comedians, authors, musicians, and artists can all fall under the “Bard” class.

2. Design Your Character

There are two overarching parts to messaging: internal and external. “Design Your Character” deals with internal messaging. Through this process ,we will work to uncover your values, mission, vision, and organizational priorities. These will help you frame your outbound messaging in a consistent way.

3. Who will Join?

In role-playing games, Escort Missions are parts of the story where you have to escort a character in the game from point A to point B. Sounds easy enough, right? The trick is, this is usually an undeveloped character. They don’t know what you know, they can’t fight, they don’t know how to be stealthy–all they know is that they have a problem, and need to get somewhere else to solve that problem. They are basically helpless.

Escort missions are considered “the worst” by RPG aficionados because it can be difficult to guide a person through a journey that they don’t fully understand themselves.

But this is the essence of messaging.

In “Who Will Join,” we will take a look at the types of ideal customers or patrons you are “escorting” through the process of doing business with you. We'll make sure we identify all the things that will help you help them hit the “buy” button.

4. Build Your Inventory

“Build Your Inventory” refers to the external messaging that takes a potential customer (“Who Will Join?”) from “problem” to “resolution.” In a game, you might have a potion or an invisibility cloak or a wand. In the messaging world, we have taglines, short business statements, business summaries, etc. laid out so you can see your entire inventory at a glance. In short, this step gathers all the information you need to help a potential customer like, know, and trust you.

5. Embark on the Quest

Where many messaging frameworks fall short is that after you get the nice-looking document of essential information, you’re left wondering how to put it to use. That’s why we’ve developed the MQ Script Library. It contains an ever-expanding set of scripts for any marketing occasion, from social media ads, to emails, to video spots. There are even scripts for common side missions like “hosting an event” and “announcing job openings.”

Conclusion

This is a pretty high-level overview of a deep and comprehensive framework, but it’s a good start. The fact is that branding and media draw people into what you’re offering–but it’s ultimately the words that sell it–so it’s incredibly important to get right.

Messaging is the cornerstone of every piece of content you put out in the universe. If you want to make sure it reflects exactly what you’re trying to communicate–contact us about MessageQuest today.

Introduction

At IFC we have two driving principles:

  1. Do what you’re good at.
  2. Make work as easy as possible for the client.

Because of this, we’ve assembled a team of experts in messaging, design, media, and web, that can do nearly anything you might need for your specific project. And if, moving forward, you want to keep hiring us to expand your brand and update your website–we’ll be right there for you.

But you shouldn’t have to. Your creative team should make your life better–not act like a ball and chain. You can’t imagine the number of conversations we have with prospective clients that start with them saying, “We don’t have access to our website–we can’t even change the text.” It’s your business! You should be empowered to change your own website. You shouldn’t have to wait on your creative team to swap out copy, or post the details of an upcoming event. You should be able to do that on your own schedule, if you choose.

That’s why we’ve been working hard over the past few years to “democratize” our processes as much as possible. We use our expertise to set everything up beautifully and correctly for your goals–but we set it up in a way that it’s as easy for you to take over as possible.

Democratizing Messaging

The three main ways that we are working to democratize our messaging process are with the creation of our script library, our messaging templates*, and a series of blog posts that reveal every step of our messaging process.*

*Note that the messaging templates and blog posts are forthcoming.

Script Library

With the advent of social media, creating continuous content has been an uphill battle for businesses. You know you need to do it, but it takes a lot of time and effort with mixed results.

Since we left StoryBrand (yup, that’s a post coming up soon as well), we have been doing messaging a little differently. We’ve created our own step-by-step messaging system, and every client who has gone through that system with us also has access to a library of “scripts” that they can use in a variety of ways. Some of the script topics include:

This script library is ever growing and evolving, and every one of our messaging clients has continuous access to it—for free. 

Messaging Templates

We’ve kept our team purposefully compact so that we can be nimble and responsive to our clients’ needs. That means that we can’t take on as many clients as other larger agencies, and with so many cool new businesses needing websites–that sometimes bums us out! So we’ve been working hard for the past year to build out some website templates that will be designed and developed by us–but super-easy for you to spin up on your own. 

What's more, we’ve also created a set of homepage messaging templates that can be used with each website. This will help you use website best practices to tell people exactly what they need to know about you in consistent, concise ways that encourage them to take the actions you’d like them to take on your site. (Because design and media get a person’s attention–but words sell products and services).

Obviously, going through our full messaging system with our messaging director is ideal. But if you’re not able to afford it, or just need to spin something up right away, this will be a great way to make sure you’re still talking to your clients in a way that they are likely to respond.

Blog Posts

That’s right. We’re going to write a set of blog posts that go over every single step that we go through when we’re working with clients on their messaging. You will literally be able to swipe the process from the posts. Sounds too good to be true? It isn’t. We really do want to empower you with as many tools to help yourselves as possible. However…

While we will try to be as clear as possible about the process, it still may be difficult to go through it on your own. This is often referred to as The Curse of Knowledge. (That doesn’t sound ominous at all! You can learn more about that here.) Suffice to say, you know so much about your own business/organization that it can be tough to get to the heart of some of the content. But having the “map” to clear, consistent messaging is better than sitting around wondering where to even begin. And we’re always here to help if you need us.

Conclusion

We want to be here for you if you need us. But we also want to empower you to do anything you feel comfortable doing on your own. Whether you need to adjust your messaging, create social media graphics, or take charge of your online event calendar–we’re working hard to make sure you can do just that.

But of COURSE we’ll always be here for you. If you’re looking to develop a message that is concise, memorable, and engages your ideal audience, contact us today.

Photo by Luca Onniboni on Unsplash

Are we still doing flatlays? Stitching videos? What exactly is CapCut? Let’s face it–it can be hard to keep up on social media trends. But today we’ve got 5 types of social media posts that never go out of style.

#1 Behind the Scenes

A good BTS post is always a winner. As humans, we actually enjoy seeing how the sausage is made. (Unless we’re talking about actual sausage. After Upton Sinclair’s novel/expose The Jungle we’re kinda mezza mezza on that one.) 

#2 Talking About What You Do

Your social media should not be entirely “me, me, me” but you’d be surprised how many people probably don’t have a full picture of what you do or what you offer. Make sure you’re taking some time to explain your products or services and how they benefit your customers and clients.

#3 Tips and Tricks

Life is hard. There’s a lot going on. If you have a tip or trick that is going to make someone’s existence easier–they are going to appreciate it. This has the added benefit of showing your expertise–an important element in developing trust.

#4 Testimonials

Of course you do good work. Of course people are out there singing your praises to their friends. But when it comes to “committing to paper,” a lot of people don’t have the time, confidence, or interest. That’s why if you do have a testimonial–it’s extra valuable–and you should post it.

#5 Questions

Because social media is used for marketing, we can often confuse it with a megaphone. But the operative word is actually “social.” Asking your customers/clients opinions about anything gets a dialogue going. And that’s really what it’s all about.

If you can hop on a social trend, that’s great. But consistent, interesting, helpful content is what’s going to keep people coming back to your account. Cycle through these five types of posts for social media success.

Need help coming up with a social content strategy? Contact us today.

[Cover Photo by Alexander Shatov on Unsplash]

“To listen well is to figure out what’s on someone’s mind and demonstrate that you care enough to want to know.” Kate Murphy, You’re Not Listening: What You’re Missing and Why It Matters

Why I picked it up in the first place

I picked this book up because I want to be as valuable as possible to our clients. This means I need to be the best listener I can be–to get to the heart of what they are trying to tell me. But I also need to help them be the best listeners they can be–to get to the heart of what their customers or patrons are trying to say.

How listening relates to messaging

Messaging is all about taking your own goals as a business and organization, and figuring out how they can synergistically exist with your customers wants and needs. There is a person for nearly every product or service–but not every person is for every product or service. You find the people you can help the best who will also help you by listening to them, not by assuming you already know everything about them.

What I thought

This book was informative, funny, and heartfelt. The science felt accessible and she thoroughly proved her point that “everyone is interesting if you ask the right questions.” Most of my life I’ve been told that I’m a “good listener” but even I found many excellent takeaways from this book. I highly recommend it to anyone in any kind of business, but its value is even greater than that. This book is for anyone who wants to improve their relationships with the people around them and engage more deeply with their friends, loved ones, and communities.

Publisher Blurb

Despite living in a world where technology allows constant digital communication and opportunities to connect, it seems no one is really listening or even knows how. And it’s making us lonelier, more isolated, and less tolerant than ever before. A listener by trade, New York Times contributor Kate Murphy wanted to know how we got here.

In this illuminating and often humorous deep dive, Murphy explains why we’re not listening, what it’s doing to us, and how we can reverse the trend. She makes accessible the psychology, neuroscience, and sociology of listening while also introducing us to some of the best listeners out there (including a CIA agent, focus group moderator, bartender, radio producer, and top furniture salesman). Equal parts cultural observation, scientific exploration, and rousing call to action that’s full of practical advice, You’re Not Listening shows us how to reclaim the lost art of listening.

Need help crafting a concise, compelling message from people who strive to be better listeners every day? Give us a shout. Or you know...an email. 🙂

Introduction

Just as brand elements like logo, fonts, and color palettes should be an extension of your message, your media should act as an extension of your brand elements. A “cool” photo or video concept is brilliant, but if it’s not consistent with everything else you’ve built, it’s not right for you. Here are a few ways to add impact through the media you use for your business.

Click, Click, Click, Flash

Photos are not just “good” or “bad.” The same photo taken at a different time of day, displayed in black and white, or adjusted to have more or less color, can look wildly different. Subjects and editing styles should complement the rest of your branding. This will help increase the consistency and impact of your brand on social media and with website visitors. 

Imagine a sports brand that used a lot of exclamation points and short sentences in their messaging. Their branding might include a big, bold header font, and lots of neon colors. When we start talking about website photography, I wouldn’t be suggesting soft focus, cozy shots of people relaxing with a cup of tea. The photography subjects and editing would need to reflect that high energy style as well.

Video Killed the Radio Star

Video is must-have content in this digital age. Much like with photography, your brand’s videos need to match your style as well. High energy brands might require quicker transitions. Brands that have a sense of humor might benefit from a spokesperson and employ a more “smash cut” style. Videography for an interior design firm should reflect the lifestyle of a curated space.. 

Video has other considerations as well. Script, music and voice-over artists can change the tone of a video just as much as content and editing style.

Conclusion

A cool photo or video concept is only the right one if it compliments your messaging and branding. You want your customers and clients thinking, “Yes. I love it here.” Not “What…is happening here?” When every single thing you create harkens back to your message–the right people will stand in line for what you’re offering.
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