In today's fast-paced, first-impression marketplace, clear and concise communication is key. In trying to get a message out quickly, however, "correct" is often left out of the equation. By not taking the time to ensure that all messaging contains proper punctuation, grammar and spelling, you may have a tough, if not expensive, lesson to learn.Look at it this way: a resume is one of the most important pieces of personal branding, and most employers will simply toss out resumes that are convoluted or contain typographical errors. Who wants an employee who doesn't spend the time to make sure their personal marketing is correct? No one! So why would anyone think that consumers are any different? Fact is, they’re not. And, if your communication reads poorly or is error-ridden because an editor or proofreader didn't review it, they'll toss you out as quickly as that resume. Regardless of time constraints, there's always time to get an "extra set of eyes" on all your materials. What you spend to ensure your communications are error-free will far outweigh what a mistake-filled ad or brochure will cost in embarrassment and reprints.
The popular saying, "God is in the details" emphasizes the importance of being meticulous. But in the process, we sometimes forget to step back and look at the big picture. Often, it's the most obvious thing that gets missed.When designing, I always print out my designs in a tiny size to review. This forces me to step back and focus on the important elements; it's like looking at something from afar. Call it the minimalist approach to viewing your work.By doing this, blocks of body copy and other details will be seen as gray matter and a hierarchy of communications will show through. Does the design look over-crowded? Is the type legible? Do branding elements hold up? What's the one most important thing calling for your attention?Remember, it's easy to become distracted with all the little details. Just don't forget the big stuff, either. Next time, print small to see big.
The popularity of mobile devices continues to grow, creating new obstacles to overcome when developing websites. Because mobile browsers display Web content the same as larger screen systems, the content is quite difficult to view and, in most cases, completely useless.When expanding your brand to the mobile market, it's critical to develop an intuitive, easy-to-use interface that gives users direct access to the information they seek, at a size in which they can see it. The last thing you want to do is provide a poor brand touch-point for your customers. Successful mobile sites utilize content from the parent site, yet are easy to view and navigate.Basics for mobile optimization: - Always provide adequate space for "Fat Finger" navigation, and avoid links to non-optimized pages.- Use default system features for drop-down menus and other common elements. - Consider using technologies that are supported by popular mobile devices.
- Test your mobile template system on the three most popular devices.The main reason to develop a mobile version of your site is simple: people using mobile devices have a smaller screen and a big fat finger. Check our next issue for an insight on mobile apps.
Ever finish a presentation feeling that your audience didn't fully grasp your message? What could you have done to get the people hanging on your every word? Presentation coach Sims Wyeth explains how pausing throughout your speech could be the answer. Rather than rushing through all the information as if a storm is chasing you, pause to let people catch up. Pause to let your words resonate. Pause to let people absorb your ideas. These pauses will convey the impression of composure and thoughtfulness. As an example, / mark up your paragraphs / in this manner, / into the shortest possible phrases. / First, / whisper it, / breathing / at all the breath marks. / Then, / speak it / in the same way. / Do this / with a different paragraph / every day.Where you pause is up to you; there are no hard and fast rules. The goal / of this exercise / is to teach your body / to slow down.