A member of the GD USA staff contacted me regarding answering some questions about owning/operating an eco-friendly design firm. She asked that I send along a few photos and that was that. I received the published magazine yesterday and was thrilled with the article write up they did about me and 13thirtyone which is on page 40, I believe.

Today I checked out the website and not only is the piece on the site, but my photo is the face of the article section. CRAZY!!! Click here to see for yourself and click the top link next to the magazine which reads, “Feature | The Hows and Why of Going Green.”

You can find me and my business on pages 1.13-1.15 and 5.2 and 5.22. Here are a few sneak peeks:

Here’s a small blip from the book’s website:

If you’re a creative professional who’s anywhere on the path of a project that’s going to press or the Internet, Graphics Gone Green is for you. Our book will give you an understanding of what you can and cannot change, and how to reduce your carbon footprint at work. You’ll meet fantastic pioneers who have cut a path in a jungle of bureaucrats, naysayers, and skeptics, always with great determination. You are in good company.

The content loosely follows a designer’s day at work, starting with matters relating to your studio or work environment, followed by tips on efficient Internet use, streamlining client and workgroup communication, green design strategies, print-related issues, and finally, locating and working with sustainable print providers.

Each chapter is available singly or assembled in one book. If you prefer to see it in print, you will find it at Blurb.com where books are printed one at a time.

Click here to head on over to the website. The book’s blog is here as well.

Calling all boring websites, clip art logos and bland brochures:
Win a MARKETING MAKEOVER worth over $10,000.

You’re in business, and you know the way you’re perceived is important. And while you’re careful to leave your house looking polished, your brand looks like it’s wearing sweatpants.

If your marketing needs a face-lift, you should enter our contest.

13thirtyone Design and Inkwell Marketing are accepting applicants for a Marketing Makeover that includes:

• Website design (four pages)
• Website content (four pages)
• Logo design
• Tag line creation
• Stationary design (letterhead and envelopes)
• Brochure design
• Brochure content
• Press release

The value? Dollar-wise: over ten grand. Reality-wise: a heckofa lot more. (We can’t put an exact number on increased confidence, perceived professionalism, and infinite new clients.)

Even if you don’t win the package, you could come in second and get 50% off a marketing service of your choice.

Does this sound like a good deal? Cool. Before you apply, read our application requirements and fine print.

Application requirements:

1. You’ve been in business for two years or longer.
2. You have current marketing materials you use to woo prospects and win clients. You are not pleased with these pieces. These should include (but are not limited to) logo, website, tag line, etc.
3. You want your brand to work harder for you.
4. No whining: you are willing to allow two professionals do their job. Simply: you hand over creative control. (No worries, you’re not going to get something you hate. We take client input very seriously, but in this case the idea is to give a makeover. We need freedom to do this.)
5. Before you apply, please view our web sites for our styles: www.13thirtyone.com and www.inkwell-marketing.com. It’s important that you like our aesthetic and writing style before you sign-on. Sure, this is a chance to win something FREE, but it’s pointless unless you’re happy with it.

RULES AND REGULATIONS (Otherwise known as fine print.) PLEASE READ.
All entries must be received by 11:59pm Eastern time, December 18, 2009. Only one entry is accepted per business. All fields on the application must be completed in order for entries to be accepted. By submitting the application form you certify the following statement “I certify that I am the author of the material I am submitting to 13thirtyone Design and Inkwell Marketing. 13thirtyone Design, Inkwell Marketing, and their licensees may reproduce, distribute, publish, display, edit, modify, create derivative works and otherwise use the material for any purpose in any form and on any media. I agree to indemnify 13thirtyone Design and Inkwell Marketing for all damages and expenses that may be incurred in connection with the material.”

A grand prize and first place winner will be selected. Winners will be announced January 22, 2010 on the 13thirtyone Design and Inkwell Marketing blogs and newsletters.
Grand Prize winner will receive a professional marketing package provided by sponsors 13thirtyone Design and Inkwell Marketing. First place winner will receive 50% discount on desired marketing project. Prizes do not include printing costs, domain name fees, or hosting costs.

Does everything sound kosher?
.

In the rush to compete for clients, a lot of us threw a website together just to have one up. In our hurry, we missed some crucial elements that make the difference between mediocre and phenomenal sites. If you don’t have a website yet, you should (and continue reading this article).

Every website makes an impression. The thing is, it could be good or bad. If you want your website to make a positive impact on visitors and get them to DO something, the following tips will help:

1. Make sure your website loads quickly.
If your website takes a while to load, you’re losing customers. According to a recent Akamai (www.akamai.com) marketing survey of 1,058 people, 75% wouldn’t return to websites that took longer than four seconds to load. It’s understandable: users are looking for information, and they want answers quickly. When your site takes too long to load, you’re frustrating visitors looking for instant gratification. If you have a slow-loading website, talk to your web designer or programmer and have them make adjustments.

2. Optimize your images and format to load correctly.
Don’t get me wrong: having images on your site is a good thing. They add visual interest and can help clients grasp difficult concepts. However, done wrong images suck the life out of your site and make you look silly. The remedy?

• Make sure your images are in the right format (file size), and of high quality.
• Correctly label images and optimize them for search engine friendliness.
• Ask if they make sense? Don’t insert images willy-nilly. They should have a point.

Remember, nothing is worse than an image with one of those red X icons in the middle. Do them right and save the embarrassment.

3. Be cautious with animation.
Animation or flash websites are all the rage. It’s no surprise, really: they’re fun to look at and can add interest to a static site. However, while flash sites are edgy and trendy, there are some downfalls you should be aware of:

• Animation and flash videos can take some time to load. Site visitors want information fast―many users will click off before seeing your website in its entirety.
• Flashing banners or links on websites can be distracting. Stick to only one per page, if at all.
• Consider animation carefully: are you using it to compensate for poor design or boring copy? Don’t expect too much from animation. When it comes down to it, visitors want information, not smoke and mirrors.
• You’re losing out on search engine optimization. Search engines don’t read flash animations and videos, let alone entire flash websites. If you want to be found online, make sure you include lots of content.

Don’t get me wrong, flash and animation can be used effectively if it’s used strategically. Think carefully about what you want to accomplish and don’t assume that flash will auto-magically convert customers for you. Many times, effective copy and compelling design will accomplish more.

4. Make links visible and clear.
The point of your website is to help your visitors, make a positive impression, and convince them to do business with you. Make it easy for users to get around your site: make sure your links are obvious and clear. When your links are easy to see, visitors will have no problems getting around and they’ll stay longer (increasing the odds they’ll do business with you).

5. Make sure your website makes sense.
Just as you should make links clear, the architecture and pagination on your site should be intuitive and easy to navigate. It might look fancy and creative to put links in mysterious places, but you’re just confusing visitors and making it hard for them to find the information they need. Most websites have pages listed at the top, or down the right or left hand sides and customers seem comfortable with this format. Want to change it up? Cool. Just make sure your pages are obvious.

6. Update frequently.
The best way to keep people (and search engines) coming back to your website is to update often. Your changes can be simple content tweaks, a change in the code or metatags, or a monthly tip. If possible, you should change something on your website at least once a month.

7. Offer a take-away.
I love websites that give me things for free. Don’t panic. A take-away doesn’t have to be elaborate or expensive. Things like interesting or helpful content, great articles and resources, or a free download are great things to give to visitors. These pieces function to win-over skeptical clients and position yourself as an expert in your industry. Another welcome side-effect: better search engine rankings. In addition to offering something of value, your site should have a clear call-to-action. What’s the next step you want your visitor to take? If you want them to call you, fill out a form, or email you make sure you tell them before they leave. (You’ll probably never get a second chance.)

8. Put your best foot forward.
No doubt, you’ve heard it before: visitors will choose to stay or leave your website in 2-3 seconds. Moral of the story? Make sure you’re compelling. If you don’t have captivating design or convincing content, your visitors will chose to leave. Visit your own site. Review it honestly. If you were a visitor, would you choose to stick around? If not, update accordingly.

9. Redesign.
If your site is just plain ugly, definitely consider a re-design. More than making your site look “pretty,” web designers strategically develop your web presence to appeal to your ideal clients and get them to stay around longer. The result is increased conversion and sales.

Websites are always a work in progress. With the tips above, you can be sure that you’re progressing in the right direction and making a positive impression on your visitors.

Here’s the kicker: you probably created your image (logo, website, brochure, etc.) before you realized what type of clients you enjoyed working with. Or, on the other side of the spectrum, you didn’t know what type of clients your brand would attract.

As your business grows, your brand image needs to adjust as well. Giving your brand a tune-up is not a complete overhaul, it’s just a way to refresh your look, speak to the clients you want, and re-energize your favorite customers.

Don’t know if it’s time to update your image? Here’s a few areas you should consider:

YOUR LOGO.
Your logo is the centerpiece of your brand identity and the first place you should consider adjusting–all other visual pieces are built off your logo (if it’s broken, everything else will feel “off”). Ask yourself the following questions:

• Does anything about your logo bother you? Write it down.
• Would you like emphasis placed on a certain element? For instance, if you’re “Katy’s Cleaning,” perhaps you’d like the word cleaning to appear larger.
• Do you think your logo speaks to your ideal client? (If you have male clients, for example, you might stay away from cursive handwriting or traditionally feminine color schemes.)

If there’s anything you don’t like about your logo, or if you feel that it doesn’t speak to your target audience, now is the time to change it. As a graphic designer, I’m completely biased, but I highly recommend getting help from a design professional.

COLOR SCHEME.
Believe it or not, color plays a huge role in how your business is perceived. For example, did you know that the elderly tend to favor blue and green hues (lenses yellow with age and these are easier to see) or that if you look at yellow too long you can start to feel irritated? The colors you use in your brand influence people, so it’s important to choose wisely. Then, once you pick your colors, make sure you use them consistently. Here’s a few ways to make sure your color scheme is in-check:

• Gather all your marketing materials and pieces with your logo on them: do the colors match? If you use different printers or printing companies to produce materials, the colors might not be consistent across pieces. If you package materials together, this inconsistency will be obvious and make you look disorganized.
• Consider your audience: does your color speak to your ideal customer?
• What’s your message? If you’re innovative or unique, you might pick a color that stands out from the “norm.” For instance, if your product is gothic-style baby clothing, you might not pick the usual pastel hues.

Remember, choosing colors for your business is more than a “frilly” exercise. Colors have the power to motivate your audience, gain attention, and grow your company.

FOCUS GROUPS.
OK, right now you might think I’m crazy: focus groups are only for large companies, right? Wrong. Everyone has a group of friends they can ask for advice. Even better, you probably know people who are the walking example of your ideal clients. Gather these folks together and find out how your logo, website, and marketing pieces are perceived. Use this knowledge to improve what you have and make changes if necessary. How to gather this group? Free food seems to draw a good crowd. You could also offer discounts on your services for this helpful information.

BASED ON YOUR RESEARCH, EXPLORE POSSIBILITIES.
After going through the research suggested above, take a step back. How do you feel about your image? If you feel that it could better represent your business, speak to your audience more effectively, or you’re just plain bored with it, consider updating. Of course, only you know what marketing materials you need to update, but here’s a list to consider:

• Your logo
• Website
• Brochure(s)
• Advertisements
• Direct mail pieces
• Social networking profiles
• Email signatures

Remember, updating doesn’t necessarily mean a total overhaul. Perhaps you just need to tweak a few things on your website, re-print your materials so the color is uniform, or enlarge a portion of your logo.

Every business evolves, and your image should grow, too. Analyzing your brand and updating (if necessary) will ensure you’re speaking to the right people and giving off the right impression.

It’s natural that a strong working relationship, and sometimes even friendship, can stem from doing business with someone. Typically, a customer might hire me to do some design work, and I slowly get to know them as a person through those quick email “how was your weekend?” openers and “how have you been?” phone call introductions. But what would happen if I made more of an effort to build a relationship with someone BEFORE they signed on the dotted line?

For example, there’s a prospect I really wanted to work with but the time just wasn’t right financially for them to move forward with me. Even though they said they would be in touch later on, I came across an opportunity where I could help promote their business at no charge. I wrote up a quick email asking how things were followed by a, “By the way, I thought of an idea you could use to promote you business. Have you tried x, y and z?” A week later, I received a call with a request for several work estimates.

This was very surprising to me. The funny thing is, when I first wrote this client, “build this relationship” was actually going through my head. I truly didn’t expect a request for work from them anytime soon but thought when the time came that they might need something, hopefully they would call me.

The moral of the story? Give without the expectation getting. You might be pleasantly surprised.

Let me be frank by saying I LOVE well-researched clients. I love prospects who have done their homework. It shows effort and a true appreciation for the service their asking me to provide. However, asking for a website or blog to built in a specific platform that firm may not be familiar with can be more costly on an estimate. Here’s why:

1. The learning curve.
I feel it’s part of my job description to keep up on the latest programs and software in my industry. Without doing so, I’ll be left in the dust with an outdated service. However, there’s a time and a place to clunk around when learning. I feel very uncomfortable about charging clients when learning a new program to build a blog or website in. I can’t create a product I feel is at its best, plus, there’s more time involved. More time = more money.

Some designers or developers will offer a discount to the client if the project they’re working on calls for a new programming language or platform. However, this can be risky because…

2. It might not be very high quality.
How can someone cook a pasta sauce if they don’t know the ingredients? The same concept goes for programming or building a site in a new software. Without knowing the ins-and-outs of it, what it has to offer, and how the client can get the most out of it, a product that is less than it could be typically will be the end result.

3. Chances are, the development will take longer.
I’m a very fast worker. My clients get a lot of design work out of me for the time I put in. That doesn’t mean the quality is less, it just means I’m speedy. This won’t work the same if I try to build a website in a program I haven’t the slightest clue how to use. Why should someone pay for my errors and my experimentation with the software?

I truly believe it’s best to learn these new platforms on my own time. Once I get comfortable enough with the process and tools to create a quality piece, then I will feel comfortable charging clients for the work.

With all that said, I’d like to find out what you think. As a designer, have you fumbled through new software or a programming method while charging a client? The result? As a client, how do you feel about asking a professional to design/develop a site or a blog for you without the necessary know-how?

1. You broaden your prospect list.
By pairing with a company who’s target demographic is similar to yours, you’re opening up your doors to new prospects–those customers that already belong to your partner company. Those prospective customers already meet your possible client requirements plus, with the added endorsement of your marketing buddy, you already outweigh your competition. They will gain a sense of who you are and become familiar with you. When they need a service that you provide, they’ll think of you instead of cracking open a phonebook.

2. It’s a time-saver.
When you cross-promote with another company, you’re both working hard to market yourselves effectively. Instead of enduring the workload by yourself, you can share the responsibilities with someone else.

3. Money stays in your bank account.
Have you ever decided to run a postcard campaign that added up a lot quicker than you thought? By sharing the promotion, you also share your costs. You’re spending only half on this campaign but you get to reap the same benefits of any promotion.

4. You gain exposure.
Not only will your marketing materials be sent to your usual prospect list, but they’ll be sent to someone else’s as well. That’s more visibility than your usual marketing efforts would grant you. Furthermore, pretend prospect A has been slow to move forward with your product/service, but they’ve already hired your marketing partner for something else. Seeing both of your logos together, on the same collateral, can give them that last bit of reassurance they may need to finally close the deal with you.

5. You gain credibility.
I’ve hinted at this a few times already, but what’s better than having a well-respected professional endorse you in print on your marketing campaign? This is a great way to position yourself as an expert in front of prospects. You’ll be doing the same for your marketing partner as well.

6. It “mixes things up a bit.”
It’s important to remember that, even when cross-promoting with another business, your logo and branding should still be present as much as possible. However, with two or more businesses working together, some great marketing materials can be created. You may end up with a fantastic promotion that you would never have thought of otherwise. Two heads can definitely be better than one.

So what are some cross promo ideas? Here are just a few (off the top of my head):

1. You offer a small discount to your marketing partner’s clients who sign up for your service. In return, they do the same for yours.
2. Print posters and other signage materials and each hang the other’s in your storefront windows.
3. Print your web address on their materials and their URL on yours.
4. Create a small freebie and ask your marketing partner to hand this out to their customers. Be sure to return the favor.
5. Hold a joint event together such as an open-house, workshop, lecture, etc.

These are just a few ideas, but there are tons more out there. If you are currently running any cross-promotions, or have done so recently and want to share, please do!

For me, I’m feeling some of those growing pains as I start to interact with more and more mid to large-sized companies. I find that this is the demographic I’m most interested in putting my brand in front of at the moment. Here are some great websites from firms that work with the clientele I’d ideally like to work for:

Duffy Design
Top Design
Catalyst Studios

In being realistic, these are huge companies. They handle million-dollar accounts (well, maybe) and they have at least a handful of employees. I’m obviously a bit smaller than that and I plan to stay so for a while. In fact, the more I design, the more I think I’d like to keep it just me and maybe one other person (at some point) than run a huge firm. So I’m definitely not wanting to look at all “corporate.” I want to feel a little more buttoned-up is all. I want a cleaner look, while still bringing in some of those vintage, girly elements that make me “me.”

So with that said, I’m officially beginning the website re-design process. I have plans to launch the new site in January of 2009, which is ambitious considering the holiday traffic that tends to come through here every year. I’m now in the research phase of what sites speak to what audiences and what’s “in” for design firms. If you have any links that might suit the feel I’m going for, I’d love to see ‘em!

——————————-

August 2009 Email from 13thirtyone

It might even sound blasphemous to suggest that newsletters are more than a reminder you’re alive, that they should actually be read by the recipients.

If you want to make an impression, position yourself as an expert, and create marketing pieces with “viral” potential, you’ll want people to read what you send them. To help you create newsletters that people read, consider following the following pointers:

1. Headlines are key.
If you want people to see your email newsletter, you have to get them to open it. The best way to do this is with an enticing subject line and title. When you spend time developing and crafting a compelling title, you’ll see the results in your open rates. A few quick tips for effective headlines:

Personalize: Most marketing email programs have a personalization function where you can insert the recipients first name into the title. These subject lines always get my attention: “[your name here], please meet me on Thursday.” If you can’t customize automatically, be sure to address the person: “Five marketing mistakes you’re making.” When you personalize the subject line, you get people’s attention and increase the odds they’ll open the email.

Ask a question: When I moved from my home to an office space, I had a hard time getting my clients to use my new mailing address. I emailed a notification probably five times with no response. Finally, I wrote an email with the subject line “Are you ignoring me?” Not only did people read the email, but I got them to pick up the phone and call me immediately. The right question will not only get clients to read what you’re sending them, but to act as well.

Use a how-to: When you give your audience information they need and are looking for, you’ll position yourself as an expert while almost guaranteeing they’ll open the email. For instance, if you’re an accountant, you might send: “How to reduce your taxes in five easy steps.” A variation of the how-to in this case might be: “Five deductions most families miss.” Give a relevant how-to and watch your open rates skyrocket.

Headlines are the first part of your newsletter that clients will see. Spend some time here and you’ll drastically improve the chances your recipients read your newsletter.

2. Use visuals.
Once you get your clients to open your newsletter, you have to keep them interested. In addition to having good information (a necessity), entice your audience to keep reading by inserting visuals. When you add a relevant picture, a helpful graph, or even just a header and footer, you provide some visual interest while polishing the overall look of your email.

A word of caution: use graphics wisely and with an email correspondence program. Spam filters are extra sensitive, these days. When you use a program like Constant Contact or AWeber, you have an easier time getting through to your recipients.

3. Play with fonts and colors.
Again, when you play with the fonts and colors in your email you’re adding a bit of visual interest for the readers and enticing their eyes to move down the page. By utilizing different fonts and colors for titles, headlines, or important information, you break up the content into easily digestible pieces while simultaneously organizing the overall look of the newsletter. Fonts and colors can also correspond with your branding. In this way, overtime, you create trust with your audience and solidify your identity in your customers’ minds.

4. Pull out quotes or key information.
It’s no secret that most people scroll and skim for information they need. Make it easy for quick readers to skim without missing key points by drawing out quotes or important facts. You see this style in magazines all the time, and is especially useful for email newsletter campaigns and websites. In addition, like using different fonts and colors, pulling out quotes provides a sense of organization to the overall look of your newsletter and draws the readers’ eyes down the page.

Email newsletters are a great way to stay in touch with clients, gain new customers, and become a known expert in your field. When you apply some of the strategies above with quality, helpful information, your next campaign is sure to be a success.