For this Christmas season, my wish is that more brands supercalifragilisticexpialidize their campaigns, whether in my inbox or in the streets I walk.
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A friend of mine shared with me a campaign created for Alibaba (the Chinese Amazon). To celebrate the brands participating in its "shopping festival", ad agency Fred & Farid gathered all the brands' taglines in one film.
Whether you're looking at a company’s website or listening to somebody's pitch, your brain is looking for comfort: it wants things to be clear, well organized, even obvious. But there’s another aspect to it: when your brain is exposed to comfort for too long… it falls asleep! So, here and there, you need to feed it with contrast, surprise, originality.
Game-changing innovations are the sign that a consumer trend has emerged. They're all the more important to identify that they set new expectations from consumers in all industries. Think of the "one-touch-of-a-button instant service" à la Uber, for instance, that has spread in the coaching industry, the food industry or the repairing industry.
The question I’d like to address today is whether cheap prices make for a good story. Should you use it as a hook on your website or present it only in the Pricing section?
You may think that customer testimonials could help build more trust. My guess is that it actually does. As long as you respect a few rules. And don't fall in the "it sounds fake" trap.
Originally, I thought "flat colors" referred to bright, joyful colors. But I've just noticed that a lot of these "cool" websites now use more muted tones.
In communications class, I remember one professor telling us that the words you use to describe an image have a tremendous impact on how it is perceived by the viewer. She said "words anchor an image". I imagined a nail that was hammered in the audience's brain.
Here are a few tips to help you build an effective structure:
- Start with the conclusion: don’t wait until the end to tell them the heart of your presentation, because you never know when they’ll stop listening. If they’re interested in the conclusion, they will want to know more about the rest (how you came to it and how they can get involved).
It’s easy to lose the attention of an audience. Most of the time, sales presentations lack a good structure and are overloaded with information.
Like always with storytelling, you must keep in mind that the audience is the hero of the story. You must consider yourself not as a sales person (everybody hates sales persons) but as their mentor: your job is to inspire and guide them along their journey.
HOW you communicate is as important as WHAT you communicate.
Since April 19, Mailchimp has been experimenting another original tool to create a bond with their users.
They've decided to create an online store to sell their merchandising products and use the revenue to support charities they care for. To make it even more compelling for their users, they've started telling the story of what it's like to build a new company.
The email was plainly titled: "New from Mailchimp." I almost didn't open it. But I was afraid to miss some useful feature from my email sender, so I did. Open it.
What I found was a lovely designed letter with some very useful content that I had actually missed.
The first takeaway here is that you can make your customers happy and be lazy at the same time, by rearranging old content. Yeah.
I often fail to convince B2B companies that they can use stories as well as consumer brands. Their skepticism is based on the prejudiced idea that people at work are different from people in their daily lives.
But if you reflect one second on what you aspire to when you work, it is as much about feeling good, inspired, motivated, enthusiastic about the people, the mission, the tasks.
"Mirror, mirror, tell me..."
This is the eye-catching email subject that hooked me this morning, as I opened my mailbox. The sender is Caravane, a home design shop in Paris that I truly love.
So the surprise is not that I would be interested in what they sell. The surprise is that I would take the time to read what they have to say... on a Friday morning, when I have a million things to do, including to write my own newsletter.
While preparing a workshop on how to craft an About page with a soul, I stumbled upon one of these great websites that gather examples of the best work around. Their name is as simple as their promise: bestaboutpages.com.
If you’ve already realized that an About Page is more than just putting up your curriculum, you may be one of those startups who have embraced the power of stories.
But not all stories are interesting, or well told. I often see two pitfalls.
In TV shows like Pop Idol or The Voice, professionals evaluate if candidates are ready to conquer an audience.
When you pay attention to the way the jury justifies their choice, it's almost never about having a nice voice or a good technique. It’s about whether something "happens". And it does when the aspirant is able to connect with the audience.
How do you do that as an entrepreneur? Let’s listen to the pros’ words of wisdom.
Considering the case of brands using Instagram to promote their company and products, at what point can we say their pictures are "good"?
I would say when they're about the emotional experience they aim at and not just about the product they sell (actually, the least about the product, the best). And when the perspective they share with us is truly unique.