How To Write The Perfect Subject Line?

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How I wrote the perfect subject line

3 ways to write the perfect subject line

How to write the perfect subject line

Today, a client was asking for advice with their email subject lines and whilst I was writing the email I figured I would share it to a larger audience.

And I should be honest, I lied, there is no perfect subject line although the above is pretty damn good, if I do say so myself 😊 *pats self on back*

THE BASICS

A good subject line will be compelling, descriptive and creative. That’s a tall task for a few words (If you want a masterclass in how to write a great story in 6 words click here)

The one thing you should never do is be misleading; it will annoy the reader and make sure your follow up email does not get read.

AUDIENCE

Depending on your audience, things can change dramatically if it’s someone you know well they are going to open it anyway – half the time my friends might not even bother with a subject line or the even more interesting “Fw: “. But in general, when wanting to write a good opening line it’s to someone you want to impress either in business or personally and it might be a large group or an individual.

THE STARTING POINTS

You want people interested in what is inside the email. It’s oft told that there are only a few stories in the world and they are just told differently so goes the email subject line. It’s all roughly the same just with a different emphasis here are some tried and true methods

You can ask a question
• Do you know how to write a great subject line?
• Can you write a great subject line without even trying?
• Are your subjects subpar?

You can impart knowledge
• Learn 6 ways to write a great subject
or you can tweak it and make it a personal story
• How I wrote the perfect subject line
• Why did they not reply

Urgency or FOMO or Jealousy
Play on peoples egos or insecurities
• Don’t waste another email
• Hurry – Last chance to learn how to write the perfect subject (ok so they don’t all work for all situations)

Offer
People love an offer. “X% off” or combine it with urgency FOR “25% off sneakers for another 12 hours.”
• SAVE time when writing your emails (ok cheating but if you aren’t selling)

Make it Personal
Never be afraid to drop in a if it makes sense to do so
• Stephanie, Learn why your emails aren’t getting opened

Mix it up!
And don’t always start the subject with Brand X’s [weekly newsletter] consistency isn’t bad but it can get boring and wastes valuable real estate.

AND you can be cheeky
Is the subject line the new pickup line?

THE BUZZWORDS

Instincts can get the best of us and when we see certain buzzwords our interest is piqued the good people at CoSchedule has given us, not one but two, great lists. Words that will get your emails opened and words that won’t DON’T MIX THEM UP!!!!

All these tips should see you in good stead to write popular, thought provoking, click generating headlines, subject lines, text messages…

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When Can I Stop Marketing?

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WHEN SHOULD I STOP MARKETING?

A friend asked me the other day “When can we stop marketing?”

I smiled and suggested that the answer may be never but it could also be right away (it should be noted that she works for a company that we are not contracted with so I do not have any skin in the game). “Why do you want to stop?” I asked.

Then she rambled some reasons off but the gist of it was

Our ads are just adding to the maelstrom of crap out there – I don’t want to annoy people…  people unsubscribed from our mailing list plus no one is engaging with our Facebook page.

Basically, it sounded like a marketing existential crisis.

To Stop Or Not To Stop

You might have been surprised earlier when I said you could stop marketing right away but it wouldn’t be the right thing to do – it would mainly be a reason to pivot. There are two reasons why you could stop marketing:

  • Your marketing is genuinely losing you money – in which case, I would say you need to change your strategy rather than stop.
  • You feel so loathsome and part of a corporate machine adding to the crap that it’s affecting your life – in which case I would say you need to relax a little and then frame it differently in your mind. We don’t have to call it “marketing” or “advertising” we can call it communication or connecting or outreach. And I would also change my strategy because if you feel loathsome – you probably don’t have enthusiasm for your brand and the communications you are putting out into the world and if you don’t – why should/would your current and potential customers?

The main reason why you shouldn’t stop marketing is that you have a product or service that needs to be sold. Depending on the size of your business – you may say that word of mouth has treated you ok so far, well, at it’s very essence all marketing is word of mouth even if it’s organic. You starting a business and telling your friends and family that is in essence marketing. Them telling their friends – that’s marketing, and you don’t feel disgusting about that now, do you? So why should you when you are connecting with people via a different platform be it traditional media or any of the new platforms that we have access to nowadays..

So if you see an unsubscribe don’t feel bad assume that that person was not the best fit for your company not that everyone that gets your messages is perturbed by your very existence. If on the hand no one ever opens your emails then it might be the time to rethink your content. One client recently was scared after many unsubscribes in one email but it was the first email after these people had been added to their list after entering a competition which can be expected after all we use entry guidelines like subscribe to win but inevitably some people will unsubscribe once the competition has finished.

Another way to make you not want to feel like giving up on marketing is embracing your customer find out what works – sift through the analytics; use AI; a simple chat bot can prequalify your customers but also gain valuable insight into what your customers are expecting from you, your website or a given page.

Will they buy the cow if they are getting the milk for free?

Another customer was scared about giving too many tips away for free – I say give more and give it better because:

  • you have more knowledge than your readers
  • you will never not be better than them at your job and
  • they will never have the time to do what you do because they already have a role

At the end of the day the only reason we think you should ever stop marketing is when you close your doors.

If connecting with your customers is getting too hard or feels likes its not working . Don’t give up! The value good marketing brings is invaluable! Be patient, be persistent, create content that is true to your brand, offer value, embrace your customer and make it easy for them to get what they want.

 

 

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Check Your Facts, People

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Research for Digital Marketing content

 

CHECK YOUR FACTS, BEFORE YOU WRECK YOUR…

We love a good statistic, all of us. Period. We, marketers, that is, use stats to demonstrate value.  One great stat that I love is:

 

 

Doesn’t really sound like a stat… here… how bout this… “Renown essayist says that 50% of what is seen should not be trusted”We like well researched and enjoyable content to read so it’s important to get your facts straight when creating content for your readers. When we create content we always double check our facts and make sure they come from reputable sources and are pertinent to the message that is being conveyed. If it’s not you will lose your readers… quickly.

Part of the reason I am writing this is because of a post I was reading the other week – it was an article called “28 Powerful Facebook Stats Your Brand Can’t Ignore in 2018” today and many of the stats were eye opening to say the least.

Many of these listicles (articles that are written as lists) and stat driven posts pop their heads up year round but especially at the sta(r)t of the year (so get ready for the 2019 articles to appear).

Fake news has been one of the hot topics of the year, and many think it’s insidious and it is but it can also just be good old fashioned negligence at fault.

You might find a great stat from a reputable site and think awesome have I got a topic to attach this too without really reviewing it especially if the stat while true came from a study that was ill conceived.

So back to the article, one of the stats reads “40% of Facebook Users Have Never Liked a Facebook Page” I read that and thought wow – there must be so many fake accounts but the opposite of click farms – why would there be that many? And would Facebook own up to a stat like that? Hell No

So I found the study it was based on (NB I’m not shaming the company they do have some good research on the site but the quality control person clearly took the day off in this case) and noticed that the sample size was 300 Americans over the age of 18. Not only was the sample size fairly small but the question was misleading and the inference taken by the article writer even more so. The question read “how many brands they tend to Like on Facebook” 0, 1-10, 10-20. They tend to like? What obscure language for a hard hitting stat with a headline 40% of Facebook users have never liked a Facebook page.

And then I looked a little deeper and noticed this illustrious study that it had to be included in an article about stats that my brand couldn’t ignore in 2018 was conducted 4 years ago (or 28 in dogs years and a millennium in internet years).

I went back to the post – That headline again 28… powerful… stats… can’t ignore… 2018? This is a picture perfect clickbait headline (hence why I was reading in the first place).

I scrolled down the page and noticed that it was posted in Feb 2018 but the comments below are time stamped over three years old so this is an old article that was updated and repurposed for 2018 (editor’s note: In SEO speak it’s a good practice to update blog posts from time to time to keep the information relevant and to keep the link authority tied to the updated post rather than creating a new one. It’s also best practice to mention that it is an updated article, which in this case it is not).

There were a number of other mistakes in the post, like a fact that said “Facebook Has More Than 2 Billion Daily Active Users” and then only to contradict itself a line later to 2 billion monthly active users on Facebook.

Don’t worry rant is almost

So, in summing up, if you are planning on going down the content marketing path there are many rules to follow but please make check your facts your readers will be thankful. If you need help on how you can embark on a comprehensive content marketing strategy drop us a line.

Also there is rarely a time you can’t find a relevant Simpsons quote…

Homer take it away

 

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Marketing: Persevere, Persevere, Persevere

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Persevering in marketing is a lot like persevering to reach a goal

 

Marketing: Persevere, Persevere, Persevere

My father once told me “When times get tough, persevere”.

Anecdotally, after having met so many businesses over the years, there are two key numbers that I hear over and over: 11 and 13. These are the years it takes many businesses to find the success many dream of when they first start a business.

Both numbers are fairly big and if your business is just starting out reading that may seem frightening…

But I may have a short cut.

MARKETING!

I was in a networking event just this week where this fella said to me “advertising – just doesn’t work. The only way to build your business is word of mouth.” Now, be it driving down the freeway passing billboard after billboard, listening to the radio, watching the TV or looking at the amount of content being produced online I think there is a weight of evidence that may suggest otherwise.

Word of mouth is a beautiful acoustic performance and let’s be honest there are few things better than being in an intimate room with an artist and hearing them play just for you, but it can be equally thrilling listening to your favorited artist belt out the same tune with 100,000 people singing along around you in a stadium.

But to sing to 100,000 you need to amplify the singers voice and this, for me, is a key to growing your business quickly… amplifying your marketing efforts.

That amplification can be scary be it as a singer or as a business takes commitment

  1. Because you need to invest infrastructure to achieve it and,
  2. Because you need to be able to back up your promise of a great show or else you are going to seriously damage your brand…

I think a big part of the reason that many businesses are afraid of implementing marketing initiatives is because they are genuinely afraid of growing. Afraid of the commitment it takes…

So, if you are not afraid read on.

Like business itself, I believe, like my father did, that marketing is about perseverance.

Perseverance in Marketing

How does this apply to marketing?

The big bad world of marketing is massive and the options endless; so how can any business know what is going to work for them and what business can possibly afford to do, or try, them all?

And even if you could, where you find success may ultimately surprise you….

Unfortunately, marketing isn’t an absolute science, moreover one of the greatest challenges of business is differentiation and much like your USP (and you should have one (Have a read about USP’s here) your marketing needs to set you apart from your key competitors. The look, feel, messaging and channels you use may be guided by your competition (note: research is key to standing out) but may take time to make work.

Time…that old chestnut. Yes, great marketing takes time – marketing is a marathon not a sprint and you should prepare for accordingly.

Here are some things to consider

  • Have a genuine goal
  • Have a plan
  • Some will recommend 90 days but we would suggest 180 day to trial and evolve a marketing initiative before abandoning it. Not 2 weeks!!!
  • During that time test and tweak it
  • Understand what the purpose of your marketing is there to achieve. There is a huge difference between marketing for sales vs marketing for brand awareness, so be clear about what it is you are aiming for before you begin.
  • Invest in quality execution. If you can’t do it well, don’t do it at all.

Marketing success won’t happen overnight. The companies that do it best are those that are willing to roll up their sleeves, get a bit dirty, do the work and stick with it.

A creative director I used to work with many years ago, Paul, once said to me “Ideas a worthless, what makes a great idea is how you execute it” and most businesses abandon them for the next bright object instead of sticking with their plan. Which is one of the greatest challenges we face as an agency, we build plans for businesses and a timeline with which to permeate it, only to have the client change their objectives or be concerned they are not seeing results one or two months in.

Yes, you can always change something if it doesn’t work. But, before you do, make sure you didn’t just abandon great ideas or great plans because the results weren’t instant or because it was more fun to try something new.

Marketing in some ways can be like going to the gym and working with an agency like working with a personal trainer…It is going to be hard. The trainer is going to build you a plan and going to push you to stick to it.

 

Your muscles will be sore, your diet may be restricted and for a while it may feel like you are getting nowhere, but stick with it and you will come out of it looking and feeling better than ever.

 

Remember

Be patient

Be involved

Be consistent and

Be persistent…

 

And both your business and your marketing will flourish. And if you need some help, just ask we’re always here.

 

 

 

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Differentiating yourself in a crowded marketplace: A comparison

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Unique Selling Proposition Real World Example

 

Differentiating yourself in a crowded marketplace Breakdown

When I was musing about Unique Selling Propositions (USPs) the other day I thought it would be interesting to give a real-world example. It just so happens that the next ad I saw was for QuickBooks and my decision was made.

Can you tell me the difference between Quickbooks, Xero and MYOB?

I can’t… I am not an accountant and all but basic accounts receivable and payable is lost on me.

What I can tell you is how I view the three brands

 

By the way, this was the ad:

 

QuickBooks

The ad in question, plays very much to a small business owner – it is accounting software that makes your life easier, especially the incomparably annoying job of chasing accounts in arrears.

Xero

Although Xero has been around for a while in internet years it seems like the easy yet technologically advanced choice.

MYOB

MYOB is an interesting case it has both a positive and a negative from the one factor: its age; they have years of proven experience and many happy customers in Australia but like pc vs mac they may have a little image problem of being a dinosaur.

 

 

But that’s just my viewpoint, let’s have a look at how they portray themselves online.


Upon landing on QuickBooks you can notice a few things

  • Small business: they refer to their customers as the hardest workers shameless pandering but also how small business view themselves (and rightly so) and their navigation includes small business, self employed and then accountants/bookkeepers – also there is a hardworking small business owner in the hero image looking at her phone after working on pottery.
  • customer service: voted #1 plus you have multiple options of using that customer service via the side buttons; live chat and customer service number in the navigation.
  • Technology: you also have a video that is in the shape of a mobile (smaller image next to it denotes it works across all platforms) with a the User Experience (UX) of their app they know a lot their small business owners are on the go and want access to a simple to use platform from their mobile.
  • Last but not least; you will see the word Your books, made easy

 

Xero’s current home screen has:

  1. Social proof: a million subscribers; an image of a few happy customers from different industry but all pretty trendy looking; and Canstar winners 4 years running.
  2. Tech savvy: the branding itself is very sleek; tagline is better business; and they have Features & Tools as their first nav choice after which they have Why Xero plus words like advisor, resources and partners are all speaking to its technological prowress.
  3. Local: I thought Xero was trying to sound approachable mentioning AUS and NZ as well as YOU BEAUTY but something I did not know was that it was founded in NZ and is listed on the ASX. So there you go.

And lastly MYOB:

  1. Design/technology: whether or not my assumption was right about MYOB being considered a dinosaur in the accounting software space – they are definitely rallying against it via new branding (it was updated less than 2 years ago), a young trendy person who has her finances sorted on a phone
  2. No nonsense, easy copy: DONE… Set your business up for success… actually lets you run a business.
  3. Social Proof: also like Xero over a million users but they don’t need to include NZ in their drawing pool.
  4. Big & oozing with legacy: A breakout mentions version 19. The copy asserts that their software scales with you and the navigation separates you into small, bigger and accountants/partners.

 

So, you might think my prognostications were to pat myself on the back if they turned out to be right but it was quite the opposite – my intent was to suggest that each of these companies do a great job of keeping their messaging consistent; that we almost instinctively know what we are getting from them even if we know little of them. The differences might appear small (to anyone who doesn’t spend hours appraising the UX of different websites weekly) but they are there.

 

On a side note, if you did focus on UX (and websites in general) every day you would notice other little things.

  • Like the banner for all three has copy on the left and image on the right
  • Another common best practice for Software-as-a-service companies is to offer a free trial.
  • The fact that the call-to-action buttons are all green the universal symbol for go even though QuickBooks is the only one that uses green in their branding colour scheme. Don’t feel like you must use green, it’s not 100% fool proof, some use red as it suggests urgency or special but at the end of the day our mantra is test early and test often.
  • And you will notice that the word “you/your” appears at least once on each of them – Remember, you are always talking to your customers on your website – be friendly!

 

But I digress, back to differentiating yourselves… if the website has passed the 5 second test and attention is piqued a user may scroll below the fold where usually they will see more important selling points of a product.

 

QUICKBOOKS

 

XERO

 

 

MYOB

 

QuickBooks focusses on you: save time, claim dollars and mentions (again) their award-winning support.

 

It should be note Xero has a customer video stories breakout before the list of features when scrolling down the page. Xero decided to have a few more bites at the cherry – showcasing 9 features that will change your life. The focus here is on the variety and technological strength of the application with over 700+ third party apps.

 

And MYOB goes for the national pride theme for Aussies by Aussies and speak to a human but not just any human an Australian human. And you can do it wherever you want.

 


Each brand has its differences and similarities but they have all carved out a niche for themselves by appealing to different consumers. So even if you think your offering is the same there will be a way to showcase why you are the right business to solve their need.

 

 

 

 

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Marketing First Principles – USP – Unique Selling Proposition

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How to define my USP Unique Selling Propositions

 

Marketing First Principles – USP – Unique Selling Proposition

Whether you are a start-up or an established business you will find yourself wanting to differentiate yourself from your competitors – enter the Unique Selling Proposition or USP an easy way for us marketers to discuss what makes you different and more importantly what makes you and your offering better or more appealing than your competitors.

I include established businesses, along with start-ups, as you would be surprised how often a business might not have one, might not realise they have one or have forgotten their roots over time (an always on principle is important).

1 – How to define your unique selling proposition?

If you are a start-up and you created your business because you saw a niche in the market than it’s obvious your USP is your niche, good for you – you’ve already completed steps 1 & 2, skip to part 3. Point in fact, a new client recently started up a mobile coffee business in an area that doesn’t have one – USP solved Coffee Brought To You.

You could be in an industry with what may seem as fairly rigid terms of service. Example: I am an accountant – I do your books (speaking of accounting, learn about how accounting software platforms differentiate themselves in the Australian market HERE) it doesn’t feel like there is much room to separate yourselves from the other accountants out there.

But

There is always a way

A good place to start is by asking yourself what’s most important to you and your business:

Best in market/Premium

Value

24/7 availability

Location

Design

In-person consultation

Customer service

2 – Research

Learn what your competitors are doing.

If you said value than you might want to find the other’s prices and beat them – (but we would more likely recommend adding value because simply lowering prices can become a race to the bottom).

If on the other hand, you may have said premium make sure you only stock the best products.

Not only do you learn from your competitors learn from your customers. Ask them – why do they keep coming back and then use that as inspiration.

3 – Solidify

Now that you have an idea write a paragraph explaining it or write 3 key things about your USP.

Just get it out of brain and onto the page.

Now that you have done that reduce and repeat. You may even find that you can get it down to a tag line.

Some examples of taglines that are USPs in their own right

The burgers are better at Hungry Jacks – simple effective no social proof needed they are just stating the fact.

9 out of 10 dentists agree… – this is a poof that people in the know suggest it.

Open happiness – Holy Coca Cola Batman… this is abstract but it is unique

One of our favourites however has to be finger lickin’ good.

Speaking of KFC and Coca-Cola another USP for both of them is secret and you can’t get it any where other than their product. The Coca-Cola recipe is a well-known secret… umm is that an oxymoron? you know what I mean… it’s well-known that it is a secret. And KFC has the mysterious 11 secret herbs and spices.

4 – Promote your USP

This can be considered part of your general marketing activities but remind people constantly what makes you great. Be it in person, at your storefront, on your promotional materials; in your edms and naturally on your digital home the website.

Following these steps will add value to your business and will also solidify in yours’ and the other employees’ minds what your brand is all about.

If you or someone you know is having trouble with USP drop us a line.

 

 

 

 

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This ad was banned in the UK… Why?

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This ad was banned in the UK?!

When being banned is good and other tips on how
to go viral.

Something about being told what we are not allowed to watch or do is innately exciting to us. The word elicit enlivens something inside us and emboldens us to act. We are human beings with rational thought and although we might not jump off a bridge if someone else did – unless it’s Chad, I’d do anything that guy would do, he is so cool! But being told we can’t watch something, well, that’s just like seeing a sign that says “keep off the grass.” Don’t tell me what to do.

This week UK based supermarket chain Iceland shared an ad that was to be part of their TV Christmas advertising campaign, on their social streams. The UK censorship board had something to say about it, namely, that it was too political and was not approved for TV advertising. So it moved to social media and a very positive viral verdict was handed down by the public! It has quickly amassed 3mil (and counting) views in a matter of days.

Check it out:

Apart from being a great ad in general, it has many of the great elements needed to go viral:

Controversial

Although many may not find it controversial per se – the simple fact is when you are able to use the words “banned in the UK” you are going to generate clicks.

Good

The fact that it is well done cannot be overstated – the animation is excellent and the writing is perfect.

Emotional

It plays on our emotions and is extremely evocative.

Hook

Most people like a whodunit/twist in the tale and this ad is great at slowly revealing its true nature.

 

Three other great elements of going viral are celebrity, humour and sex, all of which don’t lend itself easily to deforestation!

Here are a few other of our favourite viral ads/campaigns from the past – which elements of going viral can you see in them?

THE FORCE

ALS

THE MAN YOUR MAN COULD SMELL LIKE

DOLLAR SHAVE

BEAUTY SKETCHES

DORITOS / MOUNTAIN DEW

LG

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Digital Marketing: Where do I start?

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Digital Marketing: Where do I start?

Launch your digital marketing campaign

Digital Marketing is like launching a rocket into the unknown, so it’s understandable if the very prospect of starting is daunting. And like rocket science it seems very complex, but it doesn’t have to be! Remember one step at a time.

 

Start with your customer

As with most things in your business you want to think about your customer and make your offering as appealing to them as possible. So, who is the audience for your product?  Demographics, likes/dislike etc. Compile all the information you can about them and then use it against them… just kidding… after you have your information the picture should be clearer of how they like to consume content and what sort of content they like. For example, if it is a teen audience you might go down the influencer marketing route on any number of social channels including Instagram.

 

Appraise your resources

Do you have lots of time? Have you allocated a budget for your marketing? A comprehensive marketing strategy will consume one of these (and can consume both but it doesn’t need to).

 

Where should you focus your efforts?

Are you here for a good time not a long time? If you want quick gains then advertising is your best avenue – some great design showcasing your offering to the world, or should I say because you know your customer, showcasing your offering to your highly specified targeted audience, will have you seeing fairly immediate results. Advertising can be anywhere be it ATL (above the line: traditional sources like print media and radio) or across the digital landscape: be it native, search, display networks or social media.

If on the other hand, you want to play the long game you could curate your audience through solid content creation. This would normally align with a blog and lots of great social posts. To get noticed you should have your own voice, you may think everything has already been written but there is always an area or viewpoint that is unique and there are always new developments in every area so there will be lots to canvas. Consistently great content will get shared you can also guest post on other popular avenues that have viewership that you want to target. This content will also help with that dreaded acronym SEO (Search Engine Optimisation).

The wisest option is a little from column A and a little from column B – advertising once it’s finished is finished and you see less and less residual effects but a great content strategy can be fruitful long after the work has been done.

 

(More) Research

Now it’s almost time to put the plan into action, research is the key to start off on the right foot. Research your competitors – what they are doing and what they aren’t doing. What they aren’t doing can help you know what not to do but it can also lead you to a niche area that you could quickly establish yourself as a thought leader in.

 

So the check list is:

  • Know thy customer
  • Know where they are (digitally speaking)
  • Know what strategy is best for you
  • Know what content you will produce
  • Hit the play button

As we said at the top, any new endeavour can be daunting but if you are ready and willing the time to start is now. If you need guidance drop us a line for free consultation.

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3 Golden Rules of Web Design

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3 Golden Rules of Web Design

When you boil it down most jobs are fairly simple… Once you know what you are doing. As is the case with Web Design and Development

Users Come First. 

The 21st century version of the customer is always right – The user experience (UX) is tantamount for the success of your website. Think about your user – what will they want from your website? This means make it easy for them, whether it is
– making sure that it is responsive for different screen sizes
– make the information easy to find and easy to understand
– make it fast – a speedy website is essential if you want people to continue to use your website.
– Make it familiar – we are creatures of habit and use icons to save time so a gear/cog usually means settings or a trolley would be your shopping cart. Don’t assume that your user will intuitively know a new icon. If you want to create iconography make sure it’s easily understood and have a key or “hoverover” in an easy to find place.

You Come Second.

Your aim, in having a website in the first place, is to get the user to do something – so make sure it drives them to that goal. Plot out the user journey you want anyone to take from whatever page they land on. On a publisher’s website, whose livelihood is from ad revenue then their goal might be for a user to consume as many pages as possible thus serving as many ads as possible – To help this along they will have suggested articles with catchy titles. In Wikipedia’s case they are not trying to serve you ads, rather they deliver information, so they have a very simple interface with the bare facts so you get what you want as quick as possible but they also know a user might want more information on a term they come across, so they have their cross linking game down pat – Wikipedia provides a great resource for the world’s enjoyment and education and they do it time and time again – which is why they don’t need ads or subscriptions the product is so good, they can live of donations of people that appreciate it. If you have a blog but you want to drive leads for your contracting business make sure you have strong call to actions on your blog posts that lead a user to make an enquiry or take up an offer.

Engage!

Once you have covered the basics of UX and User Journey it’s engagement time – make sure the website speaks to your brand – engage them by showing off your uniqueness – whether it is adding some flair to the designs – creating some videos that show you at your best or copy that screams “we are the that you’ve been looking for”.

Finally,

Remember the internet is a free global market place. Standing out is not simple and simply being there isn’t good enough. So, spend time making sure you have a plan that encompasses the above and don’t forget websites are a living embodiment of your brand, so make sure your plan goes beyond today and includes both a clear mechanism for measuring performance and the flexibility to evolve with your audience.

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A McDouble Ad Review MMOM

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MARKETING MASTERSTROKE OR MISTAKE?

I am often unimpressed with McDonald’s advertising campaigns – they are too scared to do anything other than vanilla efforts that make 12 people in a focus group unoffended, and it leaves the ads without substance and ultimately unsatisfying.

In the past two days Maccas dropped a couple of ads onto our screens, and again, nothing is new both are safe efforts.

But storytelling technique can overcome a safe effort and transform it into a truly great piece of marketing – one of the ads succeeds with flying colours. Can you tell which?

It’s the baby drive thru ad.

The way in which it builds the story is masterful. In the beginning, you don’t know exactly what’s happening but you do know something out of the ordinary is happening so your curiosity is piqued, then you realise the problem, a problem that anyone with kids (or nieces and nephew, in my case) can immediately relate to, the crew member on drive thru has acknowledged the problem and now has to solve it. For the next twenty seconds, we are held captive by the solution and her earnest reaction.

It’s a great ad for the storytelling and underpinning the story is the advertisement Maccas is:
Is the place you turn to late at night
Staffed by helpful friendly people
Maccas can solve your problems

The second ad, whilst not horrible, suffers from the same old problem – it’s boring! The ad is showing off their new coffee blend – a notorious shortfall at the golden arches but there are two elements that stick out for me in this offering.
1) My cousin is in it – nice work, Andy!
2) Who knows their MickeyDees server by their first name (other than my cousin, apparently)? It’s a subtle nod by Maccas to say McCafe is a café – it’s as good as your local and you will get the same quality service and beverage – maybe not by a hairy hipster waxing lyrical about their newest green deconstructed coffee (that’s another cousin, sorry Ed).

It’s rather a nice touch but it’s too subtle to work, hence I think it falls flat (just like the coffee served).
So this week we get a masterstroke and a mistake all from the one company.

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Written By: Rob