Build Rapport with Readers Using Concrete Customer Personas

What is the value of print in an increasingly paperless world?

An international 2017 study revealed print brought readers greater enjoyment, deeper understanding of a product, and more willing engagement.

• 68% of people say they do not pay attention to online ads


• 57% do their best to avoid them.


• Conversely, 52% prefer to read product catalogs in print


• 45% of consumers said they like receiving personally addressed advertising or leaflets


• 46% said they would be more likely to respond after seeing a newspaper or magazine ad (versus viewing the same copy online).

As you craft print messages, how can you build rapport with readers?

A 2014 Edelman Brandshare survey found that the majority of consumers are suspicious of brands' intentions (only 30% believed companies had a sincere commitment to customers). With this in mind, your marketing should focus less on giving information and more on building trust.

Make Your Marketing All About Your Customers

To create the best possible experience so your prospects are ready to buy, begin with a deliberate focus on the audience (not the company) and invest intentional energy to discover who you are actually talking to.

How do you do this?

By detailing exactly who your target markets are: chronicling their pain points, struggles, or aspirations, and articulating how you can provide a delightful solution or experience for them.

3 Steps for Building Customer Personas

Here are three steps for building customer personas:

1. Ask the Right Questions

Building accurate personas means identifying what your ideal customers have in common, how you can address their desires, and how your products or content can solve their problems.

Ask questions like:

• What do my ideal customers desire? What do they need help with?


• What is our target demographic? What are their hobbies or interests? What risks or decisions are they navigating?


• What professional, personal, or family challenges are they facing? What stirs their emotions (like fear, excitement, or pride)?

Focusing on identity keys makes it easier to develop high-level content that set a relevant tone and cuts to the heart.

2. Talk to People

Once you craft sample personas, go directly to current clients (via calls, e-mail, online chats, or through your sales reps) and find out as much as you can.

Test your assumptions, look for common threads, and write down individual phrases or stories people share. Fill in the gaps and gather as much information as possible.

3. Condense and Consolidate

Once you've gathered data, comb through and collate.

Look for common themes like concerns, hopes, desires, challenges. At this stage, craft a rough draft of several marketing personas (at least three to start with).

Brainstorm attributes for each persona, make a succinct list of identity keys, and list connection points your brand can make with these people. Name each persona (i.e. Sarah Student, Soccer Mom Sally, Broker Bill) or add images to make them come alive.

Finding Common Ground

Ultimately, humanized marketing is about delivering the type of messages your audience wants to engage with in mediums they trust the most.

Personas also give you a launchpad for asking the right questions and giving them the power to "win" as they choose for themselves.

In the words of Jeffrey Gitomer, author of The Sales Bible:

"People don't like to be sold to, but they love to buy."

How to Grow When Sales are Slow

Nothing was going right at the plate for Dave Concepcion, the shortstop for the Cincinnati Reds.

About a month into the 1976 season, he was suffering a hitting slump, a plague of physical and mental anguish that had frittered away his batting average to around .150. The Reds were in Chicago, where the Cubs had a large industrial gas-operated clothes dryer in the stadium. Feeling goofy, Concepcion hopped in the dryer and called to his teammates. "Hey! Maybe this will help me get hot."

Going along with the gag, Pat Zachry, the pitcher, hit the side of the switch, pretending to turn on the machine. With a puff of smoke, sparks flew, the machine whirred and began to rotate with Concepcion inside.

''I'll never forget it,'' said Zachry. ''Davey started spinning, and I froze with my eyes bugging out. Oh, it was terrible. Then I banged the side of the switch again. And the machine stopped.

''Davey went out that day and got four for five," said Zachry. "And for weeks it was almost impossible to get him out. I tell him now that I made him the player he is today.''

Fast-Track Productivity in Unconventional Ways

No one in baseball or business is certain how slumps happen, but it's helpful to know how to react when they do. Especially if you see trends that repeat each year.

Here are four creative options to fast track productivity if your momentum is slow this summer:

1. Engage in pro bono opportunities that enhance your products, services, and relationships.

In slowdown seasons, invest company time in something that will pay off.

Who are your target customers or VIP account holders? Approach these contributors and offer to host a free training event or professional engagement that will put your products and people in the limelight. Another alternative is to select core clients and offer to enhance your services for them for no cost.

2. Do non-profit work for your best customer's charity of choice.

Slow periods are an ideal time to invest people equity in causes that matter.

During your down times, partner with agencies that your clients value and offer volunteer hours, free professional services, or mentoring that can make these organizations stronger.

3. Stretch your team's skills.

When activity wanes, morale often follows.

Invigorate employees by offering on-going education opportunities, professional mentoring within your team, or innovation labs that mobilize groups to tackle some of your most ambitious goals.

Take time to refresh decor, business cards, or your website, and involve your team in designing these pieces. Here you'll strengthen your products, catalyze creative thinking, or upgrade inefficient systems.

4. Network or collaborate with other professionals.

Finally, as your business weathers change, remember that other entrepreneurs may be in the same boat.

Find like-minded friends and cook up a multi-site promotion to bring people back. Network and learn from people in your community or industry while you have extra time. Or trade services and train one another in ways that are mutually beneficial.

Want to make the most of each day? By reaching out, stretching your team, or collaborating with others, you'll sharpen your skills and fortify your very best relationships.

Keep Things Real with Four Animated Design Tricks

While you may not be able to launch a 3D billboard and party-train campaign, you can to stop traffic with 3D elements and hot design trends from 2019.

Here are four animated styles with practical examples to try in your next printed piece.

Three-Dimensional Designs

3D works seem to be everywhere right now: entire compositions that have so much depth, you can't help but reach out and touch them.

Examples include 3D typography (that works with any kind of font rendering), metallic 3D pipes pulsing with neon electricity, or effervescent 3D poster compositions that jump off the page and make it impossible to look elsewhere.

Asymmetrical Layouts

While rigid designs have been standard for several years, layouts that break free from the predictable grid are now soaring in popularity.

Asymmetrical balance results from using unequal visual weight on each side of your page. For example, one side might contain a dominant element, which is balanced by lesser focal points or light elements on the other.

Asymmetrical balance is more dynamic and interesting. It evokes feelings of modernism, movement, vitality, and curiosity as viewers pause to peruse the design. Box elements within a page, stepped or tabbed layering, or the powerful use of negative space are all strategies for creating products that feel more customized and alive.

Open Compositions

Ready to throw off decaying designs of the past?

For years, illustrators have put frames around design elements, encasing them in boxes, frames, and in strict order. Today, viewers crave open, airy designs which seem to offer only part of the whole picture.

Allow your layouts to embrace white space with elements that feel loosely connected or even chaotic. Play with composition to make each part look like it's continuing off the page to infinity. This allows viewers to engage with your image, using their imagination to wonder what else is out there.

Duotones and Gradients

In the 90s, gradients were a popular way to add color and depth to designs.

They came back in a big way in 2018, enhancing flat designs, adding color overlays to photos, and adding texture to backgrounds of all kinds. Gradients, or "color transitions," are a gradual blending from one color to two or three others, blending similar colors (like different shades of blue) or completing contrasting colors (like purple and red). Gradients can be bold or subtle, modern or rustic, the focal point or the background. They can be used in logos, packaging, business cards, or photo overlays.

Find your favorite color schemes and go to town, because the energy of these stunning color transitions can elevate the vivacity of any design.

It's an exciting time for design, especially when technology continues to allow us to push the limits. Have fun experimenting and make 2019 a year to look your best in print!

Find Language to Express Your Ideal Design

Design involves a special kind of communication.

First, creators must have an idea or concept in mind. Second, they need to articulate their ideas in ways graphic designers can bring to life on a page. This requires a common language, and sometimes graphic designers are known for having a vocabulary all their own.

If you're working on a design concept, knowing the right terminology will help you communicate to produce the results you envision.

Here are some design adjectives that can help you articulate the concepts you'd like to see in your next print project:

Cool vs. Warm

On the color wheel, warm colors range from yellow to red-purple.

Those colors that are reminiscent of fire or the sun are called warm colors. These hues are reds, oranges, yellows, and pinks. Warm colors communicate energy, playfulness, happiness, sociability, and optimism.

Cool colors include blue, greens, and purple. These colors typically stand for sky, space, water, and nature, and communicate a calming or relaxing tone. Cool colors imply dependability, trust, growth, beauty, confidence, and power.

Minimalist vs. Maximalist

Minimalism is a style or technique that is characterized by cleanness, simplicity, and expressing the most essential ideas.

Minimalist designs use a small number of colors, simple lines, flat designs, or plenty of negative space.

Maximalist or baroque designs are lavish, highly decorative, or triumphant (think ornate wedding invitations). Minimalist designs are sparse and clean, while maximalist designs are exotic or busy.

Feminine vs. Masculine

Feminine designs are usually characterized by details such as soft color palettes, florals, and cursive writing. They may employ fluid, flowing fonts, pastel colors, facial close-ups or silhouettes, or feminine associations such as love, curves, fashion, or beauty.

Masculine designs are typically more rugged, monochromatic, or modern (think IKEA kitchen layouts). They may feature gritty images, thick fonts, hard edges, and darker color schemes.

Playful vs. Professional

Playful design styles are fun, giving an informal (rather than rigid) vibe.

Playful tones may be colorful, fantastical, non-realistic, or cartoon/caricature focused. Often these concepts focus around animals, mascots, illustrations, and impish font pairings.

Professional designs are usually characterized by muted colors and minimal details that represent conservative ideas. Formal tones are communicated with straight, classic font types, simple shapes or objects, minimalist and geometric use of line art, and cool colors (think college diplomas).

Abstract vs. Literal

Abstract designs shape images that are unhindered by what these objects might actually look in real life.

Abstract designs (like this Starbucks water bottle) are imaginative and varied, including ambiguous shapes, contemporary color palettes, curves and splatters, geometric patterns, or blurred images. Abstract art utilizes pure colors, shapes, and forms to express meaning (without getting bogged down in the storylines carried by objects and scenery). Abstract art can touch the emotions in a raw and powerfully direct way.

Literal designs are just the opposite, with concrete, objective ideas. Literal designs use sharp images, bold and simple fonts, and clearly defined limits.

Vintage vs. Modern

Vintage or retro (short for "retrospective") is a style derived from trends of the recent past.

These designs incorporate rustic, nostalgic elements, including visual clues such as old letterpress, hand-drawn typefaces, ornate ribbons, sepia-filtered photos.

Modern designs are just the opposite, often changing in style. In 2019, modern graphic design trends include 3D design and typography, duotones and gradients, warm or moody color palettes for photos, and asymmetrical layouts.

One of the easiest ways to have a better client-designer working relationship is to align your project's design style. Use this guide to get you started as a handy reference to communicate your ideas from start to print!

Inspire Consumers Through Action-Oriented Catalogs

In the late '90s, Scott Kerslake was working at an infotech company in California, while passionately surfing and cycling on the side.

During long bike rides with friends, Kerslake noticed a trend: women complaining about a lack of fashionable female sportswear. Women wanted durable athletic wear that also looked cute on everyday outings.

Kerslake didn't hesitate. He quit his job, raised $700,000 in capital, and started a women's athletic clothing company called Athleta. By early 2018, Athleta had been purchased by Gap and its sales grew more than 25 percent every year since 2012.

Athleta attributes this success to a thriving online and catalog-based business model: as early as 2007, Athleta was shipping out 21 million catalogs with $37 million in sales.

Catalogs may seem like an outdated way to grab shoppers, but Athleta has maintained retail footing by using action-packed spreads (ladies trekking up mountains, paddle boarding across bays, and demonstrating impressive flexibility in yoga pants) and by focusing on racial and generational diversity to inspire a wide range of women:

"We're not like, 'Oh, it's all about millennials.' We aren't chasing them," says Nancy Green, Athleta's CEO. "We inspire [women] to keep living this full, healthy, active, rich life, no matter what her body type is, no matter her age."

In the catalogs, this looks like leggings, swimsuits, hoodies, and capri pants. In sales, it looks like $1 billion in annual sales in 2018.

Why Catalogs Still Work

Ready to give catalogs or booklets a second look for your marketing mix?

You should.

Studies from the Data & Marketing Association have shown that the response rate for catalogs has increased in recent years partially because millennials enjoy catalogs:

"Millennials stand out a bit higher than other generations in terms of engaging with mail," said Neil O'Keefe, the association's senior vice president of marketing and content. "It's unique to the generation that hasn't experienced the amount of mail of past generations."

O'Keefe says this curiosity drives a higher level of curiosity and sales than digital marketing.

"Millennials are very engaged by imagery, and the catalog really allows that to stand out. So, the response rate there is very different than what you would experience with a display ad, even an email. The response rate for a printed piece has been on the rise."

Millennials may be particularly interested in catalogs, but they're not alone. Hamilton Davison, president of the American Catalog Mailers Association, said half of all Americans order from catalogs even if they don't immediately flip through them. U.S. Postal Service studies found that, after periodicals and bills, catalogs attract the most eyeballs, getting as much attention as personal correspondence.

"Catalogs come uninvited in the home, and yet they're welcome," Davison said.

To maximize your catalog impact, here are a few tips to consider:

Go Visual

The best catalogs are highly visual.

Environmental photography, imagery of products in real-life settings, and photos of people using your products are the most effective.

Organize for Sales

Place top-selling products on the outside edges of the page as readers typically start at the top right corner and sweep back toward the left.

Cross-sell between products with callouts, copy, or by putting products together on a page with companion discounts.

Simplify Ordering

Catalogs should give several options for purchasing, including toll-free numbers, websites, and even mail-in order forms that make it easier for customers to track preferences as they shop.

Highlight ordering options on every spread and make it easy for your customers to buy.

Catalog shoppers are often more valuable because they become brand enthusiasts that tend to spend more overall. Want to talk options? Give us a call or visit our website to get started!

5 Customer Service Phrases to Avoid (and What to Say Instead)

In May of 2018, Barbara Carroll ordered three cartons of toilet paper from Amazon. The order total: $88.17. The shipping charges? $7,455.

Carroll wasn't overly concerned, as Amazon typically takes great care of its customers. But in this case, Carroll complained to Amazon six times and even wrote a letter to CEO Jeff Bezos. After every complaint, she received a form letter explaining a refund was impossible because the delivery arrived on time and undamaged. It wasn't until Carroll notified a local television station (and the story went viral) that Amazon took action. Months later, she was finally reimbursed.

While this case is extreme, every company has its share of customer service flops. In some situations, the problem is no communication. In other cases, it's inconsiderate attitudes.

Want to steer your team toward positivity? Here are five customer services phrases to avoid.

1. "No" (or) "I can't help you with that."

Even if a customer makes an impossible request, it's your responsibility to care for them and to steer them toward a solution.

Alternatives to try:

"This feels like an issue which might be out of my control, but let me double check . . ."

"That's not my area of expertise, but I want to connect you with someone who can help."

2. "I don't know" (or) "You need to check with someone else."

If you can't solve a problem, be as helpful as possible. Rather than abandoning someone mid-stream, work with them to find an answer.

Alternatives to try:

"I don't know, but I'll find out."

"I'm not sure, but I'd be happy to look into that."

3. "Ok, calm down."

When diffusing a tense situation, telling someone to calm down usually frustrates them more. Instead, communicate empathy and turn the focus from the problem to the solution.

Alternatives to try:

"I understand how this must have upset you, and I'll get on it immediately."

"That would frustrate me too."

"I'm sorry for this inconvenience. Let me help you with that right away."

4. "I don't understand the issue."

People who are upset find uncertainty even more frustrating. If you're struggling to connect, clarify the issue or soften your request.

Alternatives to try:

"OK, so let me clarify…"

"What I'm hearing is [ISSUE], is that correct?

"If it's not too much of a problem, I would ask you to be a bit more specific…"

5. "I'm going to put you on hold."

Time is valuable, so don't assume you can extend a service call without asking permission. If you do have someone hold, check back with a status update if they've waited longer than two minutes.

Alternatives to try:

"I understand your issue and if it's ok, I'm going to ask you to hold on while I check on a solution."

"The problem you're describing is rather peculiar, so if you have a minute, I'd like to put you on hold while I check with my supervisor."

"I'll get right on it. If it's ok, I'd like to look into this today and call back to you once I resolve this."

Ultimately, customer service is not about the right words but the right attitudes. Remember, the biggest customer service frustration question is "why isn't this as important to you as it is to me?" As you handle issues, address the person behind the problem. Communicate with compassion, empathy, and enthusiasm, and you will find your way through many sticky situations.

3 Reasons Direct Mail is Still Effective

Long before television and online marketing, direct mail ruled.

One of the most popular examples of direct mailing can be traced back to Sears in 1888. The company sent a printed mailer to potential customers advertising watches and jewelry. Not long after, the Sears, Roebuck and Company catalog became extremely popular nationwide.

Today direct mail has received a bit of a bad rap. The term "junk mail" isn't exactly a compliment! Some refer to direct mail as an "old" form of advertising, thinking of direct mail as antiquated or off-target.

But is that really the case?

The fact is, many companies do use direct marketing. According to a 2015 study by the Data & Marketing Association, 57 percent of total mail volume was comprised of direct mail pieces.

Response to direct mail continues to be strong every year, generating leads for businesses across a range of industries. Consider customer response rates from these common marketing methods:

• 0.9% -- Online Displays


• 0.6% -- Social Media


• 0.5% -- Paid Search


• 0.45% -- E-mail Marketing


• 6.0% -- Direct Mail to Household

Why is Direct Mail Effective?

Direct mail is easy.

Direct mail marketing is helpful because it's easy to process.

In an age of digital noise, the tactile presence of a physical mailing is refreshing! One study found it takes 21% less cognitive effort to process physical mail, so your audience can digest it quickly and easily.

Direct mail is interesting.

The USPS found that 47% of Millennials check their physical mailbox each day, and many consider perusing mail a leisurely activity.

According to the Data & Marketing Association and the USPS, 18-21 year-olds' response rates to direct mail are as high as 12.4%. If you have a new business or are willing to offer coupon discounts, millennials are quite likely to respond!

Direct mail is memorable.

People who spend time with physical ads have a stronger emotional response and a better memory of this material.

Of course, a clever message goes a long way too! If you send direct mail, do your best to create colorful, memorable messages, like this:

IKEA wanted to feature the simplicity of its inexpensive furniture so they engineered a 3D postcard. When customers "opened" the postcard, this flat mailing turned into a replica of the LACK side table, available for under $10 at IKEA.

The postcard perfectly demonstrated one of IKEA's clever design concepts – minimalist furniture that ships flat but pops to life upon arrival. IKEA's postcard allowed users to experience the simple assembly of the LACK table, which left a deep, memorable impression.

Go Face-to-Face Through Distinct Direct Mail

Whether you send mass e-mails, many people will toss your message without reading it.

But if you send direct mail, some will offer you one-on-one attention they wouldn't give to any other medium. Paul Entin, owner of New York City-based EPR marketing, said he uses direct mail because it stands tall in a digital generation:

"Except for the many catalogs that clog our mailboxes between Halloween and Christmas, most of us receive very little snail mail, certainly far less than in years past," Entin said. "This means your direct mailer has a far greater chance to stand out from the rest of the mail and get noticed."

If you need help creating the perfect direct mail piece that will stand out, we can help you every step of the way.