How to Use a Clear Call to Action to Convert Customers

“The maxim ‘Nothing avails but perfection’ may be spelt shorter: ‘Paralysis.'”

(Winston Churchill)

Have you ever wondered how lion tamers keep wild cats nearly three times their size at bay?

While methods have evolved over the years, traditionally lions were subdued by three tools: a whip, a stool, and a handful of tasty snacks. While the whip or snacks make sense, perhaps you wonder why a stool was used (instead of a sword or a flame, for example)?

How can a small piece of furniture intimidate the king of all cats?

The truth is, the lion is not afraid of the chair, he’s confused by the multiple points on its legs. Cats are single-minded creatures, and the bobbing points of the chair legs confuse the lion into a less focused state. When the lion loses its train of thought, it is distracted from the instinct to pounce on a weaker opponent.

Muddled Communication Can Paralyze Your Prospects

Ever try to rush your kids through breakfast and get stuck at the cereal cupboard?

As they browse a shelf of eight boxes, they slump and groan: “There’s nothing to eat!” What started as a hurry-up turns into a traffic jam. You vow that next time, you’ll only offer toast and Cheerios.

When we don’t give customers a simple, singular call to action, they may also fall into decision fatigue.

Does your website or your print materials overwhelm customers with possibilities?

Psychologist Sheena Iyengar, a professor at Columbia Business School, co-authored a study that showed significantly more conversions happened when shoppers had fewer options. In her example, shoppers had to choose from a display with six different flavors of jam versus a display with 24 different flavors of jam. How did they compare? The conversion rate for the six-flavor table was 30%, while the 24-flavor table was only 3%.

Analysis can lead to paralysis!

What about your method for calling prospects to action? Does your advertisement ask them to commit to a 30-day trial AND use a customer discount code DURING a selected 14-day window? Does your podcast ask people to share with a friend, AND subscribe, AND download previous episodes (all in one breath)?

Perhaps you need to take a step back and use these three evaluation tools:

1. Know Your Main Goal

When you ask people to do several tasks at once (like visiting your website and joining your e-mail list), you’ve probably overshadowed your main goal with several smaller goals.

Focus on one main goal for customer conversion, and use customer loyalty programs down the road to call customers to greater steps of engagement or loyalty.

2. Test Action Statements in Advance

If your communication is a mist in the office, it’s probably a fog on the streets. To determine which CTAs are crystal clear, run some A/B tests with sample customers and find out which ones are generating momentum.

3. Pack Some Punch

Start call to action statements with a strong command verb, like buy, shop, order, subscribe, or win.

Use concise phrases that build enthusiasm. Which of these CTA statements excites you more?

“Consider many of our 200 exciting destination possibilities,” or

“Plan your dream vacation today!”

Keep things sweet, simple, and customer-focused. Once they take the bait you can always present them with more!

Print: Use Faces to Command Viewer Attention

Did you know that humans are the only primates with eyes that contain a white sclera around the dark iris and the pupil?

Consequently, unlike our animal counterparts, we have the ability and tendency to follow each other’s eye gaze, to pinpoint precisely what someone is focusing on, and even to read into the emotion behind a viewer’s eye. This also gives us an innate ability to sense when we’re being looked at or to hastily avert our gaze in awkward moments.

Eye contact plays a crucial role in human communication, and faces have an incredible ability to command a viewer’s attention.

Imagine yourself walking down a busy street in a large city where you don’t know anyone. Suddenly, among a sea of faces, you spy a family member. Among hundreds of people, you can immediately recognize one individual and you have a strong emotional response.

Why is this experience so powerful?

Scientist Nancy Kanwisher identified a special part of the brain called the fusiform face area (FFA). The FFA allows faces to bypass the brain’s usual interpretive channels and helps us identify faces more quickly than objects. Because the FFA is so close to the brain’s emotional center (called the amygdala), the time lapse between recognition and response is nearly non-existent.

Faces Add Impact in Marketing

How does this play into marketing and print? First, it’s important to recognize the impact of faces so we can prioritize them in design.

Research by Catherine Mondloch (1999) shows that newborn babies less than an hour old prefer looking at something that has facial features. Humans prefer humans, and people buy from people! It would be careless to overlook these statistics while continually deferring to inanimate objects. When you’re looking to add that personal touch to your marketing mix, remember faces can help you to:

Connect With People

Large, faceless corporations feel cold and manipulative.

Putting faces on your brand allows people to connect with your audience in a way they can relate to. As you position faces in your ads, remember eyes looking right at people will have the greatest emotional impact, because the eyes are the most significant part of the face.

Create Curiosity

If a face on your poster is gazing toward another spot or product in the margin, people will also tend to track toward that area.

Emotions can be carried from a subject to a viewer as you set a tone within your design. The emotion in the faces you display can draw people to linger at your design or to be drawn deeper into the message.

Cultivate Trust

People react to a photo on a page faster than any other design element, and seeing the people behind a business can establish credibility very quickly.

You can use faces to cultivate trust by using staff profiles on your website, facial photos in welcome displays or high traffic areas, or by utilizing brochures that include testimonials and photos from real customers. If viewers can relate to the people enjoying your product they will automatically build positive associations.

When used properly, the use of people and faces can help you connect with people, create curiosity, and cultivate trust. Bypass resistance and build connections through the magnetic power of people!

How to Use Your Competition for Strategic Expansion

In 2006, Aviva Weiss was struggling to help her daughter cope with a sensory-processing disorder.

As an occupational therapist who worked with children on the autism spectrum, Weiss knew how overwhelming life could be for families like hers. When she ordered her daughter a weighted vest (an item that helps overstimulated children stay focused), she was horrified when it arrived. “It was super ugly,” she said. “I thought, ‘there’s no reason that special-needs products should make kids stand out even more.’”

Weiss sensed a market opportunity and seized it, founding Fun and Function to create more attractive versions of existing products like chewable necklaces, noise-reduction headphones, or clothing that soothes children with sensory issues. Items were showcased in the company’s catalog, which was designed to put parents at ease, cutting through technical jargon to connect with families on a more authentic level.

By 2010, the company had grown sevenfold and was considering a major market expansion: targeting institutions like schools and hospitals. While these clients accounted for about 38 percent of existing sales, executive Ilana Danneman believed the number could be much higher, especially as institutional clients place recurring orders in larger quantities. Weiss was uneasy about shifting from a colloquial to a more clinical focus but she trusted Danneman’s expertise, especially since Danneman had previously worked for one of the company’s chief competitors. “We never saw a need to change anything,” Weiss says. “But we could not in good conscience ignore her.”

The shift brought incredible expansion ($6.2 million in six years) and a 50 percent growth spurt between 2015 and 2016. Weiss went on to launch the Active Mind School Partnership, a program geared to empower and educate teachers who work with neurologically distressed kids. This partnership brought the largest growth to date, reminding its founders that the company mission was never about building profits but about helping people.

Competition Fuels Innovation

Competition is healthy for businesses – forcing you to innovate and consider opportunities or markets you might otherwise ignore.

Success comes from examining the marketplace, doing something in a unique or superior way, and from crafting a plan to better serve customers.

Whether you’ve plateaued or continue to expand, it’s important to keep an eye on the competition. What are they doing that’s different? How could you serve part of their client base in a better way? Does it make sense to expand your target area?

Healthy leaders take time to plan for expansion several strategic ways:

Understanding the Competition

Take a hard look at the market.

What opportunities are your competitors filling that you may be ignoring? What do they do well that you could do better? What aren’t they doing that you could do instead?

Highlighting the Difference

Do you have cheaper prices? Customizable service options? A local connection or more ethical sourcing for products?

Find an angle in your company’s story and communicate it like crazy.

Targeting New Markets

When you have one market locked down, push to grow your boundaries.

As Fun and Function discovered, new markets lead to faster and better growth. Initially, Weiss thought a market expansion might alienate existing customers but instead she found that equipping teachers and therapists contributed to better quality of life for every sensory-challenged child.

Using Branding to Reinforces the Message

Accurate branding contributes to a clearer message and builds stability with customers.

As you adapt or expand, be sure your motive and message remains distinct. When Fun and Function expanded its market, the ethos of the brand never wavered:

“The message,” said Weiss, “is that being different is normal.”

Contact us Today!

The Ideal Length for Tweets, Facebook Posts, and More

You’ve taken the time to collect your thoughts. You’ve carefully outlined your ideas, your theme, and the overall tone you’d like to communicate. Wouldn’t it be nice if people actually read it?

Better make it quick!

Generation Z, born after 1996, is already emerging from the shadow of millennials. Making up a quarter of the U.S. population, they will account for 40 percent of all consumers by 2020. Gen Z processes content faster than other generation, especially considering most can sort through piles of information using four screens simultaneously.

Although their options seem limitless, their time is finite. Gen Z consumers have an average browsing attention span of eight seconds (as compared to twelve seconds for millennials).

Make Every Word Count

As lead time decreases, efficiency must increase.

How do you evaluate the “right” speed for sharing? Research has answers! Here are some research-based guidelines on the ideal length for Tweets, Facebook and blog posts, headlines, and e-mails.

Twitter

Twitter allows a maximum of 280 characters, and your posts should resemble the same type of short and sweet chirp you might hear from a bird.

The essence of Twitter is its commitment to bite-sized, sharable comments. What is the ideal length of a tweet?

Research by Buddy Media shows 100 characters is the engagement sweet spot for a tweet. This analysis saw a spike in retweets among those between 71-100 characters (so-called “medium” length tweets). These posts have enough characters for the original poster to share something substantial and for a person sharing (or re-tweeting) to add commentary as well.

Facebook

Exactly what size is a 40-character post?

The sentence you just read had 41 characters. That’s pretty brief! Research by global marketing influencer Jeff Bullas found that posts with 40 characters received the 86 percent higher engagement (including comments, shares, and “like” rates from viewers) than other posts. Can’t limit yourself to such blunt communication? Posts with 80 characters or fewer received 66 percent higher engagement. Minimize length and you’ll maximize reach!

Blog Posts

Medium is a blog platform that taps the brains of the world’s most insightful writers, thinkers, and storytellers.

When measuring content that performed best on their site, Medium found that an ideal blog post is around 1,600 words, meaning the post will engage people for about seven minutes. A photo-heavy post is better suited to around 980 words, and any blog post longer than 300 words should be filled with subheads to create enhanced readability or “skim layers” for viewers.

Headlines

“Bold and Brief is Best!”

According to KISSmetrics headline experts, six words is the ideal length for headlines.

Usability research reveals people don’t only scan body copy, they also skim headlines. Consequently, they tend to absorb only the first three words and the last three words of each headline.

Don’t want them to miss your point? Then don’t use any words in between!

Six-word headlines can be challenging, so Kissmetrics suggests that rather than stressing about length, just make every word count. Especially the first three and the last three!

E-mail Subject Lines

Can you boost the open rate for your e-mails by manipulating the subject length? A study released by Mailer found a slight bump in opens and clicks at a certain range of characters:

· 4–15 characters: 15.2% open; 3.1% click

· 16–27 characters: 11.6% open; 3.8% click

· 28–39 characters: 12.2% open; 4% click

· 40–50 characters: 11.9% open; 2.8% click

· 51+ characters: 10.4% open; 1.8% click

Mid-range subjects brought the highest response. Also, research found higher open rates for e-mail subjects that convey timely information, imply benefit for quick action, and avoid exaggeration (such as capitalized letters or exclamation points).

Streamline Your Next Project with Print-Ready Proofs

Ever rushed out the door only to trip on your shoes in the entryway? Or made a hasty stop at the intersection and found yourself in a costly fender bender?

Accidents happen when we hurry, and that’s true in both life and work. In project management, sometimes we fail to allow adequate time for extra details or unexpected delays. As you draw closer to a deadline, errors are made and important details are overlooked.

Print-Ready Success

Do you want to be proud of your next print project with a smooth transition from design to print?

Here is a handy preflight checklist to help you eliminate panic or costly mistakes when a deadline is near.

  • Thoroughly proof your document for typographical, punctuation, margin, or grammatical errors. Have one or two other people proof as well. Mistakes are easy to miss but embarrassing to everyone. To slow yourself down, trying reading your document out loud or read your text backward.
  • Embed your fonts and designs. There’s nothing worse than pouring over a precise design then finding a poor imitation after it comes back from print. To maintain the integrity of your design, it is important to link all aspects of your piece (images, artwork, and fonts) into a high-resolution PDF. This includes crop marks for bleeds displaying the exact size of your trimmed and finished piece.
  • Use correct proportions, dimensions, and resolution. Images should be proofed by others to make sure they fit on the page, are correctly centered, and are cropped or outlined as desired. The resolution of image files needs to be higher for print: a JPEG file needs a minimum resolution of 300 DPI (Dots per inch). If your file does not meet that standard the quality will not be as sharp or distinct.
  • Use consistent page layouts. Clean layouts communicate professionalism and make documents easier to read. Proof your design (especially multi-page documents) to be sure margins are consistent on every page, including booklet covers or pages that feature charts or infographics.
  • Convert image formats to CMYK. JPEG is the default image format for photographs from many cameras, cell phones, and mobile devices. Screen images on TVs, computers, and cameras use red, green, and blue in varying percentages, but commercial printers typically separate artwork into four colors (cyan, magenta, yellow, black). Most design software will allow you to easily convert or save a file in CMYK, or there are several free online file conversion tools as well.
  • Print a proof and confer with our team. A surefire way to ensure a quality product is to generate a poof and discuss it with us before the final printing. It’s also important to discuss turnaround times so you can plan your milestones accordingly and allow for multiple print runs (if necessary).

We’re here to help! With local printing, you get the benefit of a work-in-progress partnership. While it’s helpful to have a preflight checklist, the trained eye of a professional is even better! Our goal is to increase your productivity, reduce your stress, and save you time and money as your prep and proof your print projects.

We’re only one phone call away, and your questions are always welcome!

Small Businesses Have a Big Reach

A tiny, Ohio-based Vita-Mix corporation has been grinding and blending for 70 years.

Known for its high-powered, durable blending machines, “Vita-Mix” was coined with an emphasis on “vita,” meaning “life.” The company was born in 1921 when founder William Barnard, after helping a friend through a significant illness, realized the tremendous impact whole-food nutrition had on health. Simple Vitamix products evolved to industrial strength mixers that could puree raw foods, blend hot soup, grind grain, or knead bread dough.

Vitamix rarely sold products internationally before the late 1990s. But as sales slowed in the U.S., the third generation of Barnard family owners decided to go global. After hiring international sales manager James Smith, exports soared to 20 percent of yearly profits, growing hundreds of new jobs in the outskirts of Cleveland. “Exporting is the salvation of our standard of living and the security of our workers,” said Smith. “It makes me proud as heck.”

A Growing Reach

Vitamix is just one small business with a large global reach.

According to 2017 statistics from the Small Business Association, nearly all of U.S. exporters are small businesses. Small businesses exported $440 billion in 2015, from nearly 288,000 firms representing 97.6 percent of all exporting firms in America. Forty-eight percent of businesses said it took them just a few months of research before they started exporting, while 36 percent said it took them a month or several months to get started.

Small businesses that export report increased sales, diversified markets, and increased long-term stability. Vitamix CEO Jodi Berg said Vitamix now exports at award-winning levels to Europe, Asia, and Australia. But before that could happen her team had to disrupt a stable business plan with a new, global vision. Does she see herself as an entrepreneur who took risks?

“I don’t,” Berg said. “To make big things happen, you have to make big moves. But big moves don’t have to be risky. If you describe a risk taker as someone who takes big moves, I’ll be that. But we did our homework.

Four Remarkable Small Business Facts

While big business often dominates headlines, small businesses play a vital role in exporting products, creating jobs, and producing wealth for thousands of families.

Here are four remarkable facts about the big impact of small businesses:

1. Nearly all are small.

Small businesses make up the vast majority of companies in America, comprising 99.9 percent of all firms. Out of 29.6 million businesses, all but 19,000 are small!

2. Half are home-based.

A home-based business may have activity outside of the home, but it is operated primarily from the home.

Industries where home-based businesses dominate include information (70 percent), construction (68.2 percent), and professional, scientific, and technical services (65.3 percent).

3. Involve family and personal financing.

About one in five small businesses are family-owned, and 21.9 percent of small firms have used personal or family savings (versus business or banking loans) to resource expansion.

4. Durable.

The one-year survival rate for businesses hit 79.9 percent in 2016, the highest level since 2006.

About half of small businesses survive five years or longer, and one-third survive 10 years or more. The longer a company is in business, the more likely it is to stay in business.

According to the National Association of Small Businesses, entrepreneurs say economic uncertainty, health insurance costs, and a decline in customer spending or cash flow are the biggest challenges they face. Still, most business owners are fairly optimistic: 75 percent say they’re confident in their own business and its future.

Reel in Prospects by Adding Print to Your Content Marketing

Researchers estimate that in 1984 a person saw an average of 2,000 ads per day.

By 2014, they saw about 5,000. With the explosion in spam and social media ads, that number increases daily. But consumers are fed up with in-your-face advertising that seems disruptive or manipulative. Instead, they’re attracted to authenticity and friendliness in a brand.

How can you build that kind of culture in your business?

It’s All About Content

Narratives and content marketing can bring fresh life to your marketing mix!

Content marketing is a strategic approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience. It shifts your team away from a “message” focus to a more optimal “people focus,” building trust and driving more profitable consumer action.

Content marketing generates stronger leads, increases sales, and enhances customer loyalty. Consider these facts:

  • 77% of internet users read blogs
  • Small businesses with blogs get 126% more lead growth than small businesses without blogs
  • Content marketing costs 62% less than traditional marketing and generates about three times the leads
  • A 2014 Brandshare survey found that the majority of consumers are suspicious of brands’ intentions, but87% said they would like a more meaningful relationship with their preferred brands

Why Print + Content Marketing = Success

When people consider content marketing, they typically think of digital media.

However, true diversification means thinking bigger. The Content Marketing Institute suggests two out of three marketers don’t include print in their content marketing, but there is strategic value to including printed content elements.

Why?

1. The Information Factor

Nielson found about 56% of consumers rely on printed matter for sales information, and:

  • 56% preferred mailed or delivered circulars
  • 52% relied on newspaper circulars
  • 37% relied on in-store printed pieces or store-generated e-mails
  • 27% relied on store websites

Print is seen as a concrete, reliable source, especially by prospects nearing a decision. If you neglect printed content marketing you may minimize your chance of landing a valuable client.

2. The Trust Factor

With today’s “fake news” paranoia, trust in digital media has decreased.

A 2017 study showed that printed news magazines are the most trusted news source (72% rated them positively) while only 33% believed social media provided honest information.

Even print versions of national newspapers were regarded as more trustworthy than the websites of that exact same publication!

Because of the physical nature of the medium, print is naturally viewed as more informative and trustworthy than digital media.

So how can you add print to your content marketing strategies?

  1. Use embedded QR codes in game-style promotions or in-store displays. Check some inspiring exampleshere or here.
  2. Look for ways to get your business or product featured in magazine or newspaper articles.
  3. Employ printed “how to” postcards or maintenance checklists with online coupon discounts included in the text.
  4. Print inserts for invoices or point-of-sale kiosks that highlight an excerpt of your blog to lead them online.
  5. Consider generating your own quarterly or bi-annual niche publication.
  6. Print custom thank-you notes with a snippet of your brand story or the first paragraph of your blog on the back.

Printed content marketing should be used as “bait” to generate nibbles from your potential customers.

If you don’t have a place to reel them in (like a “get started today” link) or a way to keep them in the net (a defined sales funnel or a customer retention program), all your time and energy will be useless. So be strategic, be customer-focused, and get out there and fish!

Four Tips for Authentic Photography in Marketing

In a digitally saturated generation, today’s marketer’s need great stories and striking, memorable images.

Regardless of your business or your market niche, powerful visuals can make all the difference! Consider these statistics:

  • Articles with relevant images average 94 percent more views than text alone and a press release with photos increases online views by 15 percent.
  • Sixty percent of consumers who use online searches prefer to contact a business whose listing includes an image.
  • 70 percent of e-commerce shoppers say the product image is very important for purchasing decisions.

Your viewers crave expressive images, so photography is crucial in marketing. Photography offers a slice of life view that communicates authenticity and value to your customers. How well do your images translate the nature of your business? Are you using drab photos or bland stock selections? Three benchmarks to evaluate your images are:

Engagement and Emotional Response

What emotions do your photos evoke?

How does the atmosphere of the photo connect with your viewer’s passion or life experience? Does it compel viewers to lean in or linger?

Brand Story and Context

What is the bigger brand story you want to tell?

Excellent photography adds credibility to this message because visuals increase the detail you bring to your message. Do your images hammer home your story?

Momentum and Shareability

Photographs can send numbers skyrocketing because people love to share captivating images!

As you employ vibrant photos, you increase your chance of people passing along your name, chatting about your product, or returning for a purchase. How much momentum do your images create?

4 Tips From Photography DIY-ers

What if you want to use more realistic photos but can’t afford to hire a professional?

By pairing modern technology with a few photography guidelines, even an amateur shutterbug can make photos pop! Here are four tips from the pros to get you started:

Rule #1: Avoid Low-Resolution Shots from Your Phone

While a casual snapshot can work for social media, if you are planning to share photos regularly, invest in a DSLR (digital single-lens reflex) and check out an online tutorial. Even small investments will ensure the quality of your photos reflects the excellence of your business.

Rule #2: Use the Rule of Thirds

Most DSLR cameras can display their grid, which includes nine even squares. If your subject is directly in the center of the grid, the image will be more static because the eye is drawn to the image but has nowhere to travel from there. When your subject is positioned closer to the edges, the eye is forced to track toward it or be “drawn in” to the bigger message.

Rule #3: Think Slice of Life

What do you want to tell your clients about your business? Say it in photos! If social media or reality TV have taught us anything, it’s that people love following the ordinary activities of others. Casual photos of your team doing business are perfect for showing off your identity and featuring your unique competitive advantage.

Rule #4: Make Use of Natural Lighting

Ever think you’ve captured the perfect photo only to find the sun has wrecked it? On a sunny day, most photos will be compromised by shadows or overexposure. Overcast hues are better because the light is softer and more diffused. For best results, place your camera in a position where the light is coming from behind you and shining directly on your subject.

Marketing is all about communicating value to your clients. For more tips on putting photography to grow momentum and authenticity, give us a call!

How Typeface Affects Your Brand Expression

Flavors have tangible effects on your body and your mood.

When you eat spicy food, your heart rate increases or your face may sweat. When you taste your favorite ice cream, reality seems to fade to slow motion as you prolong each morsel of delight. Is food really that powerful, or is there something more at play? More than likely, the foods you eat conjure whole streams of past experiences in your mind. The context or culture an individual brings to their experience will significantly affect their interpretation.

The same is true in design.

Whether it’s colors, photo filters, or layouts, every choice plays into a viewer’s experience with your brand. Often, we overlook typeface as an important design attribute but font is hugely expressive and making the right choice is critical. In fact, in 1923, when Poffenberger & Franken conducted research into how readers perceive different typefaces, people responded quite uniformly to typeface and product pairings and used similar adjectives about the fonts they observed. Fonts can give a sense of timeless style, of purity and simplicity, or a friendly human touch. The contrast of the strokes, how a letter is finished, or its proportionality can determine whether a design seems warm and friendly or cold and mechanical. Let’s examine a few fonts and the effect they have on viewers.

Serif or Sans Serif

Serifs originated from Roman Imperial carved inscriptions and this deep-rooted history brings an inescapable association with academic, thoughtful communication.

The internal density of serif fonts creates a straightforward, highly-efficient text row, but sans-serif fonts have a reputation for being more casual, informal and friendly. Although serif fonts dominate the world of print, the boom in screen-based technology has made the more legible sans serif a popular choice, especially for brands that are seeking a rational, industrial, or no-nonsense quality to their message.

Script Fonts

Script fonts are those that mimic cursive handwriting.

Formal scripts embody the ornate flair of old-school calligraphy, while casual scripts have a more home-spun friendly feel. Formal scripts are ideal for invitations, book covers, wall art, or anything with a vintage theme. Casual scripts can be modified to fit anything from logos, posters, pamphlets, or anything with an intimate, informal vibe.

Handwritten Fonts

Handwritten fonts have evolved over the last ten years, and embody the name they possess with scrawling, looped, or free-flow characters that people use when they put pen to paper.

These fonts are ideals for cards, book covers, posters, freebies and swag, or logo design as they bring an imaginative touch that sets your products apart.

Mix and Match

Can you pair different kinds of fonts in a project?

Of course!

Like all facets of design, contrast is key. A handwritten bold logo paired with a scripted tagline can make your welcome sign sing. Or an all-caps serif with an italicized sans serif may bring a subtle sophistication. Even if you use the same font through an entire piece, making a headline bold and condensed but the copy light with greater vertical space (or “leading”) can make a smart statement. Just remember to proof samples before you get too deep into a project. Some fonts look great in headlines but terrible on screen. Others are fun to read but fatigue the eye quickly. Test your font choices and pairings on a few willing volunteers or gather feedback from a design consultant.

While there are thousands of fonts, the right combination is essential to set the tone for your brand. If you want to brainstorm with our creative team, give us a call today!

Keys for Change: Small Businesses Making a Big Impact (Part 1)

The winter of 2013 was a hard one for Georgette Carter.

As a single mom raising two young boys while she cared for a father with dementia, money was very tight. Then, she totaled her car and found her resources – and her hope – were nearly gone. That is, until a 1996 blue Ford Contour arrived from the Connor Brother Collisions “Recycled Rides” program.

Conner Brothers of Richmond, VA, overhauls donated cars and awards them to people who have been nominated by community members. Carter said her heart was rehabilitated almost more than the car she received:

“It turned my life around. I can get to my job on time, and I don’t have to maneuver to get my child out of daycare. I’ll never take that for granted again.”

Getting Others Involved

Small businesses like Conner Brothers are creating innovative giving models that not only impact people but strengthen the business and the character of the companies themselves.

Kevin Conner said his company donated its first car and was looking to extend the “Recycled Rides” program to three other locations, but they had some pushback in the process. Some objected to giving away freebies when they were working so hard to earn a living themselves. But Conner says this mentality changed when employees got physically involved because compassion comes from being part of an experience instead of merely giving a donation:

“I got them involved in actually giving the cars away, handing over the keys,” Conner says. “Now the guys at the shop call me and ask, ‘When is our next car?’ It would be easy to give money or a service here or there, but it’s the teamwork behind the program that creates an amazing atmosphere for a successful company.”

The car giveaways have become such a cornerstone for Conner Brothers that the program helps define the type of employees the company wants.

“Giving back is a huge part of our company,” Conner says. “I challenge the guys every day to give back in some way, to give customers more than they expect. People remember that.”

Giving That “Changes” Lives

Another giving strategy comes from literal pocket change, as givers round up or down for charity.

For example, the ridesharing company Lyft recently launched an initiative allowing customers to round up their fare to the nearest dollar for military appreciation and human rights campaigns. More than 40,000 passengers donated over $100,000 in the first two months!

Grocery stores, mass merchandisers, and retailers have also invited customers to donate change to worthy causes. As technology and digital platforms make such giving easier, small businesses have challenged staff members to round down their net pay to the nearest dollar (or tenth dollar) and give the difference to charity. While painless or even unnoticed, these small donations add up to a collective impact with heartfelt results.

Whether your employees give financially, volunteer together, or embrace a community partnership project, innovative giving helps your business to:

  • Stand out from competitors or set itself apart in the community
  • Make matching donations alongside employee giving to multiply impact
  • Use positive feedback from supported causes to provide content for print and digital marketing
  • Increase team unity as employees give toward a common cause

While generosity begins in the heart, often innovative giving strategies begin with small business. Join us for part two of this series to gain more inspiration for a culture of charity that will strengthen your business.