(616) 356-2545 15 Ionia Ave. SW, Suite 220 - Grand Rapids, MI 49503

Bright Ideas

Is Your Website Making Cold Calls?

March 21st, 2018 by Ima Admin

While most of us hate making COLD CALLS ourselves, we allow our websites to do it with abandon.

We know that if our prospecting strategy is to simply log in to the customer relationship (CRM) database and start randomly ‘smiling and dialing’, our sales will be low and frustrations will be high.

Many of the best companies will provide their sales team the proper tools they need and their successful top sales pros will have multiple “opening value statements” crafted, practiced and memorized for different types of sales calls to different types of customers and the varied potential objections they might have.
Read the rest of this entry »

How Different Are You?

March 14th, 2018 by Ima Admin

So… How DIFFERENT are you? Not how ODD or STRANGE are you, but how DO YOU DIFFER from your competitors?

Note, that I’m also NOT asking how you COMPARE to your competition. When you COMPARE its often going to be a price comparison. Price comparisons don’t build long-term relationships with customers. When you DIFFERENTIATE its usually about the value you provide.
Read the rest of this entry »

Visibility Credibility Profitability

March 7th, 2018 by Ima Admin

I might be biased, but it’s hard to imagine a reason for any company of any size not to have a website.

As a multi-year member of BNI (Business Network International), when you think about BNI’s VCP (Visibility/Credibility/Profitability) process, having a website is a no-brainer. If you are unfamiliar, the key concept in BNI’s referral marketing is relationships. Referral marketing works because these relationships work both ways: They benefit both parties.
Read the rest of this entry »

Four Seconds

February 21st, 2018 by Ima Admin

QUICK, I NEED YOUR ATTENTION FOR THE NEXT 4 SECONDS.

tick
tick
tick
tick

Did you know that once your web page is up you have ONLY 4 seconds to capture the attention of your visitor.

But is YOUR site still loading?

That’s unfortunate.
Read the rest of this entry »

Neuroscience and Storytelling

January 25th, 2018 by Ima Admin

What’s Neuroscience and Storytelling Got to Do With My Website?

Let’s take a quick look at a few recent studies.

A Harvard University study determined that 95% of decision-making is subconscious and usually not logical. Neuroscientists know that certain chemicals (neurotransmitters) in our brains are responsible for those reward-motivation / fight-or-flight decisions.

A Content Marketing Institute survey revealed that almost 82% of marketers believe that “engaging and compelling storytelling” is by far the most important element to ensure effective content.

The London School of Business and Management found that customer retention for a properly-told story is 1400% higher as compared to just delivering facts and figures.
Read the rest of this entry »

What’s in a Name?

December 30th, 2017 by Ima Admin

We have talked in the past about the importance of branding, what a brand or branding is, where branding comes into play, but not so much about when/where branding begins.

More often than not, most people equate the start of their branding process with their logo. Many clients do come to us to design a new logo or freshen an older logo for their business.

Developing a brand actually starts earlier than that. Naming a brand is one of the most important things a company does, yet many people just go with what “feels good.”

When naming is done well – regardless if its for a business, a band, a product, or a service – it paves the way for a good impression, enticing the listener, reader and prospective customer to come closer.
Read the rest of this entry »

A Branding Equation

November 30th, 2017 by Ima Admin

I’ve managed to get through most of this year without (knowingly) using algebra, not once. But I do have an equation for you…

Brand Depth + Brand Awareness = Brand Success

We’ve said previously that your brand isn’t simply your logo, although like the tip of an iceberg, its often what is seen first. The customer experience you provide, the quality of your products, and level of services you offer, are what lies below the surface and provide depth. However, depth AND awareness go hand in hand in building your success.
Read the rest of this entry »

Does Color Matter?

November 15th, 2017 by Ima Admin

Of course color matters! But I’m not talking about polarizing protest slogans. I’m talking about color and design.

Back in the day, designing in color was simpler – from 1905 to 1935 Crayola only gave us eight (8) colors. Now just look at all the choices in your crayon box. Lawrence Herbert saw how difficult it was for designers to communicate the language of color, so he bought the printing company, Pantone, and set things in motion to change that. Even Pantone started with just 10 colors in the early 60’s, but today has just short of 1,900 colors defined. X-Rite bought Pantone in 2007 for $180 million, so I’m safe to say that color is important!

Dorothy opened her eyes and followed a Yellow Brick Road to arrive at the Emerald City, then clicked her Ruby Red slippers to go home. Color can be used to create a sense of urgency, move us along in a direction, and provide us with information.

Read the rest of this entry »

A Website is a Website

October 15th, 2017 by Ima Admin

Wow, really? That takes me back to the 60′s when we also thought a horse was a horse.. unless, of course, that horse was the famous Mr. Ed.

I suppose that if all you’re looking for is a tax write-off and/or to get the marketing department to quit bellyaching about not having one, then perhaps a static website that looks like it is from the 90′s and drives little or no traffic and generates few, if any leads will do just fine for you.

However, for the rest of you that are looking to invest in an asset that will not only build your brand, but gain you visibility, increase trust and ultimately generate more sales… then not all websites are created equal. You need your horse to be a unicorn.

Read the rest of this entry »

What is a Brand?

September 18th, 2017 by Ima Admin

So… What IS a brand?

It used to mean the symbol seared on a cow’s butt to thwart rustlers. But is a brand simply your logo?

Or is it ALL that comes to mind when you think of a person or company? When we think of Apple, we think innovation & design. Nike, we think athleticism & victory. That top of mind brain tattoo?

Recently, David Bowie died, but when we think of him, we think musician, artist, actor, and actually we think of a constantly changing brand… He was actually a master of the re-brand – from Major Tom to Ziggy Stardust to the Thin White Duke.

For many, the brand is the company. For others, its a personal brand. For some its both.

Read the rest of this entry »

Bright Ideas

What’s Neuroscience and Storytelling Got to Do With My Website?

Sounds interesting. We should talk!