The PPT delivered to SMPS on April 4.

1. Creating Design and Content
that Sells
Presented by:
Rachel Gold
© 2012 Ingenuity Marketing Group, LLC

2. Rachel Gold
Words/ Online/ Creation
• MFA in Writing
• Communications Consultant for
Ingenuity Marketing Group
• Former journalist
• Published author
• Marketing and PR since 1999
• Social Media pragmatist
• Winner of multiple awards for
marketing content
• Brand strategist who excels at listening
for key differentiators
© 2012 Ingenuity Marketing Group, LLC

3. Ingenuity Marketing Group focuses exclusively on the people of
professional services. We help them clarify and deliver their value through
marketing strategy, public relations, training and coaching.
Get clear. Be brilliant. Drive opportunity.
Our services connect you to the right prospects, the right media and the right
talent. Whether you need an elegant, persuasive website, compelling brochures
and direct mail, or a program to build a rainmaking culture, we deliver the
ideas, content and design that communicates you – brilliantly.
© 2012 Ingenuity Marketing Group, LLC

4. Captivate or Kill?
“Companies of all sizes consider us their
trusted advisors, relying on us to help them
grow beyond their expectations. Through a full
menu of professional services, and our 70 plus
years of experience and knowledge, we can do
the same for you! Our services include
corporate tax consulting and more…”
—from an actual accounting site
© 2012 Ingenuity Marketing Group, LLC

5. Do you remember this story?
© 2012 Ingenuity Marketing Group, LLC

6. Great Content and Design
Why bother?
• Increasingly crowded world
• Short attention spans
• Smarter competition
© 2012 Ingenuity Marketing Group, LLC

7. Does it have an impact?
Brand leaders realize higher fees:
• Highest-level professionals (CEO, Principal): 20% higher
• Upper-level professionals (VP, New Partner): 11% higher
• Advanced-level professionals (Directors): 29% higher
• Mid-level professionals (Managers, Post-MBA): 20%
higher
• Entry-level professionals (Associates): 35% higher
© 2012 Ingenuity Marketing Group, LLC

8. Does it have an impact?
Results from tests of direct mail campaigns:
• High quality color generated 33% more response
• High quality color plus high quality paper generated 48%
more response
• A well-designed headline and graphic outperformed a
flashy, overly-bright design by 55%
© 2012 Ingenuity Marketing Group, LLC

9. Does it have an impact?
Prospects are both logical and emotional:
• They’re looking for whether you can perform the service
the need
• And they need to know if your firm is a match for their
values
© 2012 Ingenuity Marketing Group, LLC

10. Logical and Emotional
Bad content can still answer logical questions; bad design
gives you nothing.
Good content with good design influences both sides of
your prospect’s brain.
© 2012 Ingenuity Marketing Group, LLC

11. During the buying cycle
Awareness: design and content create an impression
Consideration: clear content helps your firm make it into
the final few
Decision-making: emotional content and great design
make you stand out from the pack
© 2012 Ingenuity Marketing Group, LLC

12. The dating game
Which of these business cards would you want to go out
to dinner with?
© 2012 Ingenuity Marketing Group, LLC

13. Principles of great design
Emphasis Balance
Simplicity Movement
Contrast Repetition and rhythm
Proportion Space
Unity
© 2012 Ingenuity Marketing Group, LLC

14. Elements of sticky ideas
Unexpected/surprising
Authentic/core
Stories
Concrete detail
Credible
Emotional
© 2012 Ingenuity Marketing Group, LLC

15. Advertisement
Surprise, Story, Emotion
© 2012 Ingenuity Marketing Group, LLC

16. Holiday Card
Inside Flap Back Front
© 2012 Ingenuity Marketing Group, LLC

17. Holiday Card
Inside
© 2012 Ingenuity Marketing Group, LLC

18. Brochure
© 2012 Ingenuity Marketing Group, LLC

19. Website
© 2012 Ingenuity Marketing Group, LLC

20. Website
Core, Concrete Detail, Space, Emphasis
© 2012 Ingenuity Marketing Group, LLC

21. Educational Tools
InGenius Review: our free
bimonthly newsletter
about professional service
marketing.
Available via email and
from our website.
© 2012 Ingenuity Marketing Group, LLC

22. Thank You
Rachel Gold: rachel@ingenuitymarketing.com
www.ingenuitymarketing.com
© 2012 Ingenuity Marketing Group, LLC