It was a green day for us! (not the band Green Day, even though I do like their music) Our web design firm launched a new web site for the National Association of REALTORS® to promote the Green REsource Council and NAR’s Green Designation. This designation is the first of it’s kind from NAR and offers specialized green real estate training for residential, commercial and property management professionals. How cool is that? Check out their "green" web site.
1. Visualize Your Dream and Write it Down!
Putting your dream in writing is the first step to achieving it. The act of writing creates a commitment on your part, and helps you paint an even clearer picture of your future.
2. Invest in Your Identity
If you are looking to start up a new venture, don't skimp on the logo. Your logo is the first impression of your business (especially when all you have are business cards to hand out). If there is one thing to spend some money on, it's building your identity. And don't forget to choose a great company name!
3. Two Words: Royalty Free
Royalty free photography is a designer's dream come true. The images can be purchased quickly, at a reasonable rate, and can be used an unlimited number of times. This is an excellent way to build a beautiful, cohesive look to your brand.
4. Breaking Up is Hard to Do
Developing the ability to fire the "bad" clients can make the difference between a profitable year and a year with too many headaches. Sometimes the chemistry just isn't there, or you have grown apart. Either way, the relationship needs to come to an end - it's better for both parties involved.
5. Find Mentors Outside of your Industry
Some of the best mentors are those outside of your industry, with similar business philosophies and ethics as yourself. If you find someone who inspires and guides you, you've found a new mentor!
6. When All Else is Equal, Go with your Gut
Not sure what to do about a current situation? Listen for that voice inside that I call my gut. This natural instinct can help you make significant creative, business and hiring decisions.
7. Don't Underestimate the Power of Color
Color has the power to persuade, influence and engage a reader. Don't be afraid of color when working on your marketing materials. Thanks to digital printing, full color pieces have become more affordable than ever.
8. When Spec Work, Works
I personally hate spec work. But it worked once when we needed to show a client that we were capable of handling a project and we didn't have the specific experience in our existing client portfolio. If your company decides to hire a design firm based on spec work, make sure there is open communication with the design firms involved to increase their chances of pulling together a creative solution that works.
9. Creativity Takes Time
Designers have a saying...You can get creative work done cheap, quick or good -pick two. Be patient as the best creative ideas generally don't happen the first hour or two of brainstorming.
10. How to Get the Most Out of Your Design Firm
The best way to get the creative results you are looking for from your design team is to outline your marketing goals from the beginning so your designers can create a visual solution to your problem, not just a pretty picture.
One of the leading textbook publishers, McGraw-Hill, has invested $5 million in several companies that provide the software and applications to create e-books (Wired News, Aug 2000). From the success of e-books in the education industry, a completely new marketing tool has emerged. The e-book for business is not quite a brochure, nor a sell sheet or advertisement, but an informative, sales-driven resource.
Publishing an e-book allows a company to educate their clientele in a noninvasive way, to form strategic alliances with industry partners, and to open a dialogue with potential clients. Like a regular book, an e-book has chapters and pages of valuable information. As a marketing tool, an e-book reflects a corporate image, is distributed to educate prospects, and promotes an organization as the leader in their market for their product or service.
Because an e-book can be posted to a web site as a downloadable file, sell sheets and pricing can be updated frequently, technological advances in a specific industry can be addressed quickly, and new products and services can be launched in detail without the cost of shipping or printing the publication.
The trend of e-books in business is becoming a valuable, new marketing tool. Professionally designed and written, e-books can be integrated within a company’s marketing strategy and can reinforce a company’s corporate image. A prospect reading an e-book on a computer screen will do more than just read. Audio and video plug-ins can allow for video clips of product demonstrations and interviews with a CEO. Additional functions of a .pdf file enable prospects to highlight areas of interest, type notes in the margin of the text, and directly contact a company.
E-books can be a powerful sales and marketing tool to generate leads and increase brand awareness. E-books can be sold on-line or given away as a promotional tool. Don't wait for your biggest competitors to discover the value of e-books.