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design & marketing blog

Straightforward design, marketing, and technical advice for making your marketing communications more effective.

The Power of Words

April 19th, 2011

Graphic Design, Web Development & Writing Services for Boise

July 3rd, 2009

Boise Writing ServicesTell the receptionist not to hold your calls! Now you’ll have more time to devote to whatever it is you do, because RisingLine, your Boise based graphic design and Web development specialist, now offers writing and editing.

That’s right—you can stop struggling through your brochure, flyer, or Web content, and let us take care of it. We’ve teamed up with Gemstone Media, Inc., to create an unstoppable marketing resource.

What do you get?

  • Fantastic digital & print graphic design
  • Expert Web development
  • Crisp writing and editing
  • Savvy marketing ideas
  • Single point of contact
  • Comprehensive services from a local Boise-based team

So stop worrying about your next marketing project, and start working. Or take a longer lunch. You choose.

Gemstone Media’s clients include:

  • AT&T
  • Cisco
  • HP
  • Microsoft Office
  • Office Depot
  • T-Moblie
  • Tully Associates
  • UW Business School
  • Microsoft Windows
  • Seattle’s Visitors Bureau

Contact us for more information and get started on your next project.

Great Customers Buy From Those They Know and Trust

December 12th, 2008

Do you want to grow your business without relying on expensive advertising? Would you like to utilize an easy strategy to turn your best customers into your best salespeople? Are you tired of attracting poorly qualified prospects that waste your valuable time?

OK, enough of these silly rhetorical questions….any business manager who just read these questions has just gone through a brief period of euphoric fantasy followed by a sick feeling in their gut…knowing that it’s just too good to be true. I’m here to tell you though that they can be true and furthermore they can build businesses of much higher value.

Here’s some reality therapy about Advertising:

  • People don’t believe advertising.
  • Advertising is exceptionally expensive (you knew this already)
  • The customers your advertising brings are often not high-value life time clients. Do you really want your business built on customers who were attracted by a gimmick or low price? Unless you can build loyalty fast they will leave the first time they see a better gimmick or lower price.

We’re all bombarded by thousands of advertising messages each day. How many do you remember from yesterday? A more important question: Of those you remember for how many will you become a customer? For example take Geico insurance, sure their hackneyed ads are embedded in our brains, but how many of us actually buy from them? Not many. About 7 out of every 100 auto insurance buyers. Don’t get me wrong, Geico has a solid business model but is it plausible for your business?  Can you afford to spend $500+ million a year to generate demand through advertising?

In my 15+ year sales career I’ve learned that one principle is by far the powerful: people buy from those they know and trust. Like many of the most profound concepts in life, this truth is simple and intuitive yet ignored by a vast majority of sales and marketing “experts”.

I was told once at a sales training seminar, “If you can’t be a good actor then you can’t be a good salesperson.” No wonder sales people have such a bad reputation! Do I really want to be sold something from someone who is acting (i.e. lying)…why should I expect that my customers want to get an acting job when they read my marketing collateral or meet my salespeople?

Traditional advertising and sales are almost always based on acting. It’s so established that advertiser embellish the truth on a regular basis that we’ve invented the special legal word“puffing”. It doesn’t sound as bad as “lying” but means the same thing. Take a look around at the advertising or packages closest to you this moment and notice how we’ve become desensitized to the “puffing” of advertising…do you really believe that spaghetti on the shelf is “America’s Favorite Pasta“? No you don’t. That’s why you will typically buy it on price or otherwise only when you have credible insight into it having superior quality.

So it’s really no wonder that most people instinctively don’t believe either salespeople or advertising. Valuable life-time clients buy from the exact opposite of the angle presented in most advertising and sales…they buy from sources that they know and trust.

Web 2.0 Marketing Strategy

August 1st, 2008

In a previous post post, I presented a definition of Web 2.0 as the widespread acceptance and use of technology that allows continually changing or active communication. The main points of the post were:

  • The most important aspect of Web 2.0 is not the technology itself, but rather the new culture of free and open communication that comes about because of technology.
  • The old era of caveat emptor (let the buyer beware) that was supported through biased and untrustworthy advertising is past.
  • Web 2.0 technology has birthed a new era of caveat venditor (let the seller beware) since consumers are now able to communicate freely amongst themselves and provide unbiased feedback on sellers’ claims. Amazon.com is a prime example.

How can Web 2.0 help your business?

From a marketing perspective, the questions are simple:

  1. How can Web 2.0 help us reach more prospects,
  2. deliver a more effective message and
  3. decrease our message cost?

Is your business Web 2.0 compatible?

Again, the most vital element to success is not the technology itself, but rather the real value your business presently offers consumers. For those businesses who meet this criteria, Web 2.0 technology is tailor made to effectively assist in achieving the marketing goals mentioned above.

Bear with me as I give yet another Web 2.0 analogy. If I buy this 2006 ADR3 race car for $85k, its got the technological capability to win races. However, just because I buy the car does not make me competitive with professional drivers. Assuming I could con my way into entering a professional race, it would soon become apparent, when I crashed and burned on the first corner, that I was an amateur. The technology would do me little good if I did not posses the real ability to utilize its potential.

Likewise, the benefit that Web 2.0 technology can bring is directly proportional to some more fundamental aspects of your business, such as:

  • Do your current customers (not you, your employees, or executives) consider the products you offer to be truly unique and superior solutions?
  • Do you receive a significant portion of new business through referrals?
  • Is it easy for your prospects to understand your unique value proposition?
  • Is the leader of your business dedicated to establishing a front facing culture of transparency, honesty and direct communication with customers?
  • Do your employees understand and embrace this vision?

This by no means is a comprehensive list, but hopefully you get the idea. The more “yes” answers you can give to these types of questions the more potential your business has for excelling by implementing Web 2.0 technology and tactics.

For a more detailed look at how Web 2.0 technology can help you achieve your marketing goals you may want to check out our “Helping you achieve your goals” page.

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