Professional Services – move your prospect to an Advocate

ThumbnailProfessional Services marketing is mainly about building long term relationships. Strengthening those business relationships and moving a prospect to a client, a client to a supporter and then an advocate is one of the most cost effective ways to acquire new profitable business.


Lining and Non-Lining Figures

ThumbnailPart II of our typography education looks at lining and non-lining figures. Something you may not have noticed when reading your favourite book, magazine, journal or any piece of correctly typeset copy is the style of the numerals used within the text.

As with most elements of professional typography and typesetting, the devil is in the detail. The reader should be oblivious to everything but the narrative of the story, and this includes the appearance of numerals. The choice is non-lining or lining figures within the body of the text.

The Ligature

ThumbTypography is known as an invisible art, if done correctly the reader will never notice. One of the hallmarks of a well designed typeface is the ligature. In it’s simplest terms, a Ligature is two or more letters crafted into a single character to improve the appearance and legibility of the type on the page.

If in doubt reverse it out

Reverse Type“If in doubt reverse it out” is a saying used in the creative sector but what does it mean? Some designers prefer content that is on a coloured background or reversed out of an image with the text in a lighter colour or white, however, many get it wrong.

Using a lighter text colour can make the page ‘more interesting’ or ‘punchy’ when done correctly but legibility needs to be at the forefront of any designer’s mind; if the communication can’t be easily read then you are in danger of losing your audience.

What does your favourite colour say about you?

woman in rollers for blogMax Lüscher’s Colour Test is merely the most famous of many colour personality tests. Its purpose is to relate colour to personality.

Colour culture fact: A Westerner would wear black to a funeral, but his Roman ancestors would have worn white. And the white of a Western marriage ceremony would be inconceivable in Hindu community, where yellow, red or gold would be the only acceptable colours.

What to know more about colour? Have a look at the following:

Effective Communication

megaphone newGood communication skills are essential to every aspect of our working day; good communication can boost your overall performance, whether you are managing an individual or a team or whether you are responsible for business development or training.

How often have you come away from a situation unsure as to whether you presented in a persuasive manner? That you used the right style and tone for your target audience. Motivated the audience to take the desired action?

Is it always one or the other: Outsource V In-House

VSMore than ever, marketing your business requires a multi-disciplinary approach. No matter what size of company, you will have to make decisions on the most effective channels of communication for your customers and how to generate quality leads.

How much resource you bring in house and how much you outsource will be determined in part, by company history, culture, your customer base, openness to change and of course the incumbent team skillset; but the sheer breadth of communication channels open to you; driven by rapid changes in technology, means the automation of marketing will continue to develop at a pace. This in turn will affect roles within marketing departments.

Are you getting the most from your agency?

machinethumbSourcing a provider of design services, web development, digital expertise, marketing, events etc. can be a daunting process. How can you be sure that your supplier(s) has the level of expertise and experience that they claim and that they are delivering the best solution for you i.e. achieve the desired results? If your incumbent supplier is not delivering, why Not?

  1. How well do they understand your business – what effort have they put into researching your business sector, getting to know your business and customers and your team?

Selecting your target audience


targetMarketing is and always has been about understanding your customer, their needs and how to reach them with the right proposition. It doesn’t matter if it is digital communications or more traditional routes. Of course your content must be relevant and in today’s environment you have many more opportunities to obtain information about your customers and prospects.

Your actions will depend upon your marketing objectives, however assuming that these fit some of the following categories:

Top Ten Albums 2013

ALBUMS-THUMBNAILBank holidays are not for getting stuck in traffic and queues of families and school children. They are for immersing yourself in your favourite music, chilling out and doing nothing, and this is exactly what I did over Easter.  This prompted me to compile my top 10 albums for 2013 before it gets too late. 2013 had more great music than any year in recent memory. A lot of the albums here might not be what you would usually find on most best of 2013 lists, but each one presents a musical aesthetic unheard anywhere else.