Creating Design and Content that Sells

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The PPT delivered to SMPS on April 4.

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Creating Design and Content that Sells

  1. 1. Creating Design and Content that Sells Presented by: Rachel Gold© 2012 Ingenuity Marketing Group, LLC
  2. 2. Rachel Gold Words/ Online/ Creation • MFA in Writing • Communications Consultant for Ingenuity Marketing Group • Former journalist • Published author • Marketing and PR since 1999 • Social Media pragmatist • Winner of multiple awards for marketing content • Brand strategist who excels at listening for key differentiators© 2012 Ingenuity Marketing Group, LLC
  3. 3. Ingenuity Marketing Group focuses exclusively on the people of professional services. We help them clarify and deliver their value through marketing strategy, public relations, training and coaching. Get clear. Be brilliant. Drive opportunity. Our services connect you to the right prospects, the right media and the right talent. Whether you need an elegant, persuasive website, compelling brochures and direct mail, or a program to build a rainmaking culture, we deliver the ideas, content and design that communicates you – brilliantly.© 2012 Ingenuity Marketing Group, LLC
  4. 4. Captivate or Kill? “Companies of all sizes consider us their trusted advisors, relying on us to help them grow beyond their expectations. Through a full menu of professional services, and our 70 plus years of experience and knowledge, we can do the same for you! Our services include corporate tax consulting and more…” —from an actual accounting site© 2012 Ingenuity Marketing Group, LLC
  5. 5. Do you remember this story?© 2012 Ingenuity Marketing Group, LLC
  6. 6. Great Content and Design Why bother? • Increasingly crowded world • Short attention spans • Smarter competition© 2012 Ingenuity Marketing Group, LLC
  7. 7. Does it have an impact? Brand leaders realize higher fees: •   Highest-level professionals (CEO, Principal): 20% higher •   Upper-level professionals (VP, New Partner): 11% higher •   Advanced-level professionals (Directors): 29% higher •   Mid-level professionals (Managers, Post-MBA): 20% higher •   Entry-level professionals (Associates): 35% higher© 2012 Ingenuity Marketing Group, LLC
  8. 8. Does it have an impact? Results from tests of direct mail campaigns: • High quality color generated 33% more response • High quality color plus high quality paper generated 48% more response • A well-designed headline and graphic outperformed a flashy, overly-bright design by 55%© 2012 Ingenuity Marketing Group, LLC
  9. 9. Does it have an impact? Prospects are both logical and emotional: • They’re looking for whether you can perform the service the need • And they need to know if your firm is a match for their values© 2012 Ingenuity Marketing Group, LLC
  10. 10. Logical and Emotional Bad content can still answer logical questions; bad design gives you nothing. Good content with good design influences both sides of your prospect’s brain.© 2012 Ingenuity Marketing Group, LLC
  11. 11. During the buying cycle Awareness: design and content create an impression Consideration: clear content helps your firm make it into the final few Decision-making: emotional content and great design make you stand out from the pack© 2012 Ingenuity Marketing Group, LLC
  12. 12. The dating game Which of these business cards would you want to go out to dinner with?© 2012 Ingenuity Marketing Group, LLC
  13. 13. Principles of great design Emphasis Balance Simplicity Movement Contrast Repetition and rhythm Proportion Space Unity© 2012 Ingenuity Marketing Group, LLC
  14. 14. Elements of sticky ideas Unexpected/surprising Authentic/core Stories Concrete detail Credible Emotional© 2012 Ingenuity Marketing Group, LLC
  15. 15. Advertisement Surprise, Story, Emotion© 2012 Ingenuity Marketing Group, LLC
  16. 16. Holiday Card Inside Flap Back Front© 2012 Ingenuity Marketing Group, LLC
  17. 17. Holiday Card Inside© 2012 Ingenuity Marketing Group, LLC
  18. 18. Brochure© 2012 Ingenuity Marketing Group, LLC
  19. 19. Website© 2012 Ingenuity Marketing Group, LLC
  20. 20. Website Core, Concrete Detail, Space, Emphasis© 2012 Ingenuity Marketing Group, LLC
  21. 21. Educational Tools InGenius Review: our free bimonthly newsletter about professional service marketing. Available via email and from our website.© 2012 Ingenuity Marketing Group, LLC
  22. 22. Thank You Rachel Gold: rachel@ingenuitymarketing.com www.ingenuitymarketing.com© 2012 Ingenuity Marketing Group, LLC

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