Inside the Envelope

Want to win in print? Let's talk text. While fonts are a crucial part of one's design, often fonts are given merely a passing thought. However, good typography expresses personality, increases readability, and displays professionalism, ensuring your print ad delivers the right message in just the right tone. Fonts can mark a clear difference between a piece that is awkward and amateur versus one that is sleek and professional. Don't fast-forward through this crucial element in your project design! Increase the Impact of Your Print Piece with the Right Font Here are five things marketers should take into consideration when choosing the right font. 1. Readability The most critical factor in font selection is readability. If people struggle to read your text, they'll probably pass on your business. Remember, script or decorative fonts are usually more challenging to read, especially in large blocks. Increasing font size and spacing between lin...

"Few realize how loud their expressions really are. Be kind with what you wordlessly say."  - Richelle E. Goodrich,  Making Wishes Do you appreciate it when you are telling a story and your listener sneaks a peek at their watch? How about when you ask your child for help with a chore and they mumble a begrudging "yes" while dramatically rolling their eyes? Communication is a nuanced endeavor. Whether you're using hundreds of words or simply standing in silence, you are in constant communication with those around you. Experts estimate that a minimal amount of communication happens through the exchange of words, while up to 93% occurs through tone, expression, and gestures. Nonverbal interactions are our primary mode of communication (coming so naturally, even the smallest child has it mastered), and it is difficult to "fake." Nonverbals usually tell the truth, even when our words are lies. Be a Better Communicator in Your Profe...

Do you want to be more intentional and effective in your marketing? Maybe it's time to refocus on the journey you want customers to take. As a map is to a road trip, a sales funnel can serve as a guide for your prospects. Sales are more than just transactions; they involve several stages of decision. Push too hard, and people run. Keep it too casual, and they delay. What is the ideal balance? Creating a sales funnel (or a content path for prospects to follow) can engage people every step of the way. People can't buy from you if they don't know you exist, and they won't buy from you if they don't trust you. Here are five stages to consider as you seek to move them from a posture of spectating to the point of final sale. 1. Awareness In this step, prospects learn about your existence. Just like dating, before you can introduce yourself to someone, you need to catch their eye. As you consider this stage of communication, ask yourself, ...