Don’t Skimp on Professional Writing

By |2020-07-24T15:37:58-04:00August 13th, 2019|Categories: Branding, Copywriting, Marketing|Tags: , , , |

As the client reviewed our estimate for their new website, they had no problem with the numbers for the design, the hosting, or the programming. But they didn’t understand why we recommended they should pay for writing. Couldn’t they just do that part themselves? Well, yes, they could. But we didn’t think they should. It’s a [...]

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A Pro Photographer Can Be Your Best Friend

By |2020-07-24T15:39:01-04:00February 19th, 2019|Categories: Branding, Creative, Design, Marketing, Photography|Tags: , , , , |

It's no surprise that an estimated 8.8 trillion photos were taken worldwide during 2018, given that most of us carry high-quality cameras in our phones. But shooting all those photos doesn't make us photographers. Digital technology has become a powerful equalizer in so many ways. Everyday people have access to tools that are far more sophisticated [...]

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How Honest Do You Want Me To Be?

By |2021-05-17T14:53:45-04:00January 8th, 2019|Categories: Branding, Marketing, Strategy|Tags: , , , |

Does this make me look fat? The classic question and deadly measure of spousal honesty illustrates the inherent dilemma in conducting customer surveys. Just as spouses typically hesitate before responding, wondering whether the asker is truly seeking honest feedback or fishing for a compliment that might be a little untruthful, many companies claiming to be interested [...]

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What Do Customers Really Think of You?

By |2021-11-29T11:15:20-05:00December 14th, 2018|Categories: Branding, Marketing, Strategy|Tags: , , , |

Ask a business owner how her customers think about the services they receive or the products they use, and you’ll hear comments like "they love us." But when a third party asks those customers the same question, the results can be eye-opening. I recently shared the story about developing a customer profile for a professional services [...]

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When the Tail Wags the Dog

By |2020-07-24T15:40:36-04:00September 12th, 2018|Categories: Branding, Marketing, Strategy|Tags: , , , |

We had carefully studied the client's stated objectives and analyzed the budget, then created a strategy that addressed both with great efficiency. So we were startled when our plan was completely tossed out the window. The reason? One of the executives walked into the meeting and said he really liked a particular technology, so using that [...]

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Building Trust with Testimonials

By |2020-07-24T15:40:56-04:00August 30th, 2018|Categories: Branding, Marketing, Video|Tags: , , , , |

Typically, testimonials come in two forms – written and video.  Both are effective, touching its audience visually, emotionally, and mentally. Testimonials provide credibility for your company’s products and services, leveraging the power of word of mouth. Additionally, testimonials enhance your brand, verify your expertise and establish and/or deepen trust. Testimonials should be leveraged by placing [...]

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Dealing with Dealer and Distributor Networks

By |2020-07-24T15:49:55-04:00June 27th, 2018|Categories: Branding, Marketing|Tags: , , |

Many companies in the business-to-business world sell their products through networks of outside dealers, independent distributors, or similar arrangements. While those arrangements make it possible for even a small company to quickly gain a broad reach, they can also reduce the control the company has over its image and messages. Our marketing agency works with a [...]

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Getting More From Trade Shows While Spending Less

By |2022-08-02T16:38:20-04:00April 26th, 2018|Categories: Branding, Marketing, Trade Show|Tags: , , , |

For many companies, participation in trade shows devours a healthy portion of the total marketing budget. But as with so many other aspects of business, what matters isn't how much you spend -- it's how intelligently you spend it. After each year’s show, many companies conclude that they could have had better results if only [...]

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Maybe You Don’t Need to Change Your Logo

By |2020-07-24T15:50:54-04:00February 20th, 2018|Categories: Branding, Creative, Design, Marketing|Tags: , , , , |

The graphic symbol representing your company has been in place since the early 1960s, when your great-uncle started the business, and your new advertising firm insists that it has to be replaced. You want to trust their counsel, but you're just not sure. "You need a new logo" is one of the first things companies often [...]

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Lessons Learned Through Another Company’s History

By |2022-09-13T20:03:06-04:00September 27th, 2017|Categories: Branding, Copywriting, Creative, Design, Marketing|Tags: , , , , , |

A few years ago, one of our agency's longtime clients asked us to develop a coffee-table book celebrating their company's centennial. In bringing that project to fruition, I learned a lot about the company, but learned even more about running a business. The company is Western States Manufacturing, a Cincinnati-area maker of centrifugal devices for [...]

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