Here’s another example of the design process … Web site design, this time. We’ve just rolled out a new Web site home page design for Sprue Brothers Model LLC. Sprue Brothers is an online hobby retailer for scale model builders. The “sprue” in the business name is significant. All plastic scale modelling parts arrive on a frame called a sprue. The store’s logo reflects this and now so does the Web site.

Before and after screenshots are below:

Before Website Redesign

New Home Page Design

My husband (and team member), Gerald, came up with the idea of sprue borders. Our graphic artist, Scott, took the concept and ran with it. I put it together as a working Web site. Despite a few technical glitches, this was a fun project that came together quickly. It’s also one that will continue to improve over time. Gordon, we hope your new landing page serves you well.

Have you looked at your Web site lately?

Is your Web site in need of a face lift? Believe it or not, most Web sites would benefit from a makeover every couple of years. It’s not only the look of a site that can become quickly dated, but also the technology running the site. If you’re doing your own Web site coding in Dreamweaver or FrontPage, and you’re not a code geek, your site is also likely accumulating excess bits of code … stuff that doesn’t really seem to cause any problems now, but give it time … it will.

So take a few minutes this week to review your Web site from the eyes of a first time visitor. Does it portray your business the way you’d like it to? If you’re using a blog rather than a static Web site, is your blog installation up-to-date? Do your links all work? And if you know what you’re doing, take a look under the hood and check your HTML coding. If you don’t know what I’m talking about, ask me.

Another Reason to Subscribe by Email to Inside Line

We’ll have a free gift for email subscribers to Inside Line this week. Mum’s the word … can’t tell you what it is until it’s ready to go, but I will say that it’s NOT some bonus offer for buying some guru’s Internet marketing course. In fact, it’s not even educational … just something to use and enjoy, and the only string attached is that you must be a current email subscriber to Inside Line. Are you an email subscriber yet?

Ever Wonder If Your Press Release Is Getting Picked Up?

You’re not alone. While writing a press release is only half the battle, getting it picked up and read continues to haunt industry professionals everywhere. This doesn’t have to be the case, say the authors of Press Releases Designed For Effect. Not only will recognizing new dynamics re-energize your small business marketing campaign, but here at Zero To Sixty Marketing, we believe working smarter includes producing better results in less time.

Pamil Vision’s 13-page white paper on press releases is an enlightened perspective on both traditional use and newer methods of distribution. Small business owners, this is good news. You’re no longer limited to writing releases that are only read by news media journalists and columnists, now your information needs to capture the attention of professional bloggers and online readers. While some journalists still prefer a traditionally structured media release, many are finding online resources valuable for finding their information as well. Recognizing the shift in today’s communication and public relations campaigns makes a big difference to the size and geographic location of your audience. The authors of this informative white paper clearly explain the differences between the way we’ve written press releases before, and how to do it better now when considering an online audience. If you’re mindful to steer clear of industry noise, you can tackle actual newsworthy issues much more effectively with an understanding of where your target will find that information.

For example: Take into account both SEO and your social media strategy for promotion. Should you decide to take your release to the online world, recommended, you will have to use your keyword phrase in your title, and limit the length of your title to 60-100 characters. Social media exploits like Twitter and Digg only allow a certain character length in their submissions, so leaving room for the reader to comment and send on is integral. Furthermore, using keywords in your attention-grabbing title causes your release to be seen where new media is trained to search in those arenas using keywords. This method gets the information out to more people faster than traditional press releases.

The rules have changed, and small businesses need to know it. The information here is fully resourced and credible. I found the do’s and don’ts listed here for comparison a helpful and easily understood ‘cheat sheet’ for the independent and small business press release writer.

Getting your story in front of the right people still requires newsworthy content adhering to Associated Press style guidelines. It should be well-written with correct spelling, grammar, and punctuation. A small business press release should avoid hyperbole and emphatic expression, while still appealing to the interest of your reader. Transparency necessary before is even more integral now with a savvy reader and viral marketplace. You won’t get away with incorrect facts or poorly drawn conclusions. Consumers want the truth, not keyword-stuffed hype that reads more like an advertisement. Pamil Vision’s white paper takes the press release writer through the thought processes and steps that, if followed, causes his newsworthy item to be broadcast to the specific readership necessary for success, whether using traditional or online distribution methods.

I give this paper 5 stars, and strongly recommend it as a ‘cheat sheet’ in your marketing arsenal. You can pick up your copy here:

Pamil Vision’s White Paper: Press Releases Designed For Effect

When I was first contracted to create a logo design for Via-Cell, their idea was a genie, possibly emerging from a lamp, holding coffee, food, and other goodies that can be ordered “via” their “cell-” phone and web-based system. I went to work sketching what I hoped would become the next Chester Cheetah, Tony Tiger or Michelin Man.

Unfortunately, a lot of the logo design process consists of sketching out what DOESN’T work. In this case, the primary use of the Via-Cell mark would be tiny, used on app button-sized and even smaller icons, including bookmark icons and buttons within their own application.  We had to whittle away the details and – despite my Illustration-loving ways – to arrive at a simple, recognizable Icon that would still embody their brand: a Magic Lamp that brings your wishes with a touch. (Their marketing tag-line at the start was even, “Your Mobile Bazaar.”)

Their web site went online recently, and they hope to expand rapidly beyond their Woodside, CA neighborhood. The system utilizes no special software or dedicated equipment and works entirely through the internet.

A recent article in Website Magazine cautions e-commerce entrepreneurs: “Keep Your Graphic Designer on a Short Leash.” Ouch! It wasn’t a case of reigning in their renegade Artist, it was an experience we shared as we zeroed in on the brand and its end-use. Note that the Via-Cell Site is also designed to communicate the process at a glance, without reliance on text or even English-language proficiency). Point-of-sales pieces for merchant use are being developed with the same quick, visual message.

Stages Of Logo Development

Well, at least Via-Cell has plenty of  ideas ready at hand should they decide to develop a Mascot or “The Animated Series.”  K.I.S.S.: Keep It Simple, Scott!

If you’re interested in more articles like the one referenced above, consider signing up for your own copy at Website Magazine, and see what industry professionals are talking about.

No doubt, you’re being bombarded right now by every sales call imaginable, most of them trying to sell you either search engine optimization (SEO) services or advertising space. Since the second week of January, our phone has rung daily with someone selling one or the other.

Since, like most of us, you’re probably considering your next purchase of ad space, let’s focus on advertising today. Yes, it’s a HUGE topic, so we’re going to take it back to its most basic premise: Advertising is Salesmanship.

Let us emphasize the point. The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales. It is not for general effect. It is not to keep your name before the people. It is not primarily to aid your other salesmen.

“Treat it as a salesman. Force it to justify itself. Compare it with other salesman. Figure its cost and result. Accept no excuses which good salesman do not make. Then you will not go far wrong.” ~ Claude Hopkins, Scientific Advertising

This is an especially important point for the small business owner to remember. We can’t afford to waste dollars with advertising campaigns meant to spread awareness of our businesses. Before we consider any advertising campaign, we’d better be reasonably sure that we’re making a good investment, one that will make the cash register ring repeatedly.

Mr. Hopkins goes on to say, “There is one simple way to answer many advertising questions. Ask yourself, ‘Would it help a salesman sell the goods?’ ‘Would it help me sell them if I met a buyer in person?’”

Remember that when a salesperson calls on a prospect, he or she is speaking to one individual. Do the same in your advertising … focus on one typical buyer, not the mass of people you hope will buy your product or service. When composing your ad, speak to the one man or woman who is likely to want what you sell.

Dan Kennedy lists 10 rules for advertising in his book, “No B.S. Direct Marketing: The Ultimate, No Holds Barred, Kick Butt, Take No Prisoners Direct Marketing for Non-direct Marketing Businesses.” (Don’t you love that title?) I have them taped to the wall directly above my monitor and I refer to them often. I won’t repeat them all here, but I’ll give you a preview:

• Rule 1. There will always be an offer or offers.
• Rule 4. There will be tracking and measurement.
• Rule 5. Whatever brand building occurs will be a happy by-product, not bought.
• Rule 9. Results rule, period.

For Further Reading:

• Scientific Advertising by Claude Hopkins (free e-book download, provided courtesy of The Copywriter’s Roundtable)
• No B.S. Direct Marketing: The Ultimate, No Holds Barred, Kick Butt, Take No Prisoners Direct Marketing for Non-direct Marketing Businesses

Most of the things we do for our businesses, we do out of habit. We have some people that we call, we have direct mail sent out, we post coupons on Merchant Circle, or we post to Google Local online for decent SERP placement and reviews. Those things aren’t enough, and you probably know it, yet when asked what you’re doing for your business, you probably mention those things with an air of ‘I’m doing what I ought to be doing.’

You probably don’t need a marketing coach or a ‘guru’ to help you market your small business, but there are a few things those guys are doing right that you shouldn’t ignore entirely. They seem to know just how to center attention around themselves, and while that never denotes authenticity, having others in your field recognizing your efforts certainly can appear that way. Just how do they do that?

Here’s where the ‘guru’s’ have it, and even though I’m not a ‘guru’ or a marketing coach, I’m going to share it with you free of charge:

They know how to muster up credibility.
Marketers usually blog. They post something about what they do, and they comment on other marketer’s blogs, start conversations, and drop links. How is this practice good for you? By the time their would-be clients get to their site, they have plenty of others in their field endorsing their endeavors. That’s not actual credibility, but it is perceived credibility, a good start. Take some time every day to build relationship with others in your field by leaving a conversational comment on a competitor’s blog designed for response.

They know what promotions, offers, and Web site traffic is working for them.
It’s not enough to just throw information on a page and hope it does well. It doesn’t take complicated algorithms to figure it out, either. If you’re not tracking your efforts and traffic with (at least) Google Analytics, you have no real idea if you’re reaching who you want to reach.

They engage in social media.
Yeah, it’s a time-suck. But even so, limited engagement on social media sites is actually a smart way to engage local traffic, if your local city and state are part of your profile or username. Getting used to it is half the battle. Once in, you’ll enjoy short conversations with others and your list will naturally build over time. If you do more than just post your specials, that is. Respond to ridiculous situations that makes you laugh, or drop your own personal thoughts about a thing here and there. (Advice: Stay optimistic. Why follow a grump?)

Photo Credit: NeeDeeAh’s! Photostream on Flickr

Related Post: Why The Social Media Experts Are Smarter Than You

We love to offer the links that we use for our continuing education to our readers. As Shari and I will tell you often, we never stop learning. We look forward to your comments on our posts and links to our information that you make, but also enjoy answering your questions. We don’t profess to be ‘guru’s’ or marketing coaches, even though we do offer ‘lite coaching’ and marketing direction. It’s just responsible business to offer your learned prowess in anything that you do.

We’d like to encourage you to keep a notebook of your learning experiences; things that worked for your small business, and things that didn’t. No doubt there will be a laundry list of both. It’s helpful to keep notes and refer to them often, because as you do, you’ll see that many times all that is required is a little tweaking of an earlier thought, or just a little more understanding of a thing.

Kaye Z. Marks, Where Is Your Marketing Attention Focused?

Adam Ostrow, Mashable, How To Take Advantage Of Social Media In Your Email Marketing

Earlier this week:

So, What’s In A Newsletter Anyway?

Great Newsletter Design Is Nothing Without Targeted Content

Resources For Great Newsletter Design:

Images By Hawkeye

Alberts Illustration And Design

Express It Write!

If you stop to think about it, we’re all marketers. We all have something to sell and we need to market it, whether product or service. Narrowing the focus of your newsletter to your particular niche will increase your bottom line – whether you’ve got a huge list, or not. Your email marketing list is an important feature, don’t get me wrong, but look at it this way:

Not everyone who goes into a store is looking for the same thing.

What is the strongest thing you offer, and who wants it? Your list can be divided up in such a way that your message targets the particular group who has already shown interest in a thing, or is in the category of someone who may not know that your product or service is their remedy.

The templates shown on AWeber for newsletter design are a nice way to present your message, and it does impact on your readership to a degree, but the most important thing will always be the content specific material that is provided in it.

Kaye Z. Marks says it this way in her article titled, Where Is Your Marketing Attention Focused?,

If you send out a mass mailing to everyone you can, odds are the people who will take interest are the same people you could have specifically targeted from the beginning instead of wasting money sending something to all the people who did not have interest.”

She’s absolutely right. Some of you stop here for information on marketing your small business by yourself, others want to know if they trust the claims about our services that we make. As our list grows, so will our specific newsletter offerings to each separate group of readers. Posture yourself through AWeber by using sign up forms and your first welcome responder email template to find out just where their needs are.

A great newsletter takes much forethought, but the right tools make all the difference.

Related Posts:

So, What Goes In A Newsletter, Anyway?