You won’t get to marketing innovation with rules, mandates, 25 must-do exercises or management rah-rah sessions. We need to innovate on an individual level before we can contribute to the team before we can contribute to the company before we can contribute to our customers and the world. A culture of innovation can be encouraged top-down but it needs to also build from the individual-up.

Today’s guest post is from Danielle Dowling, a Los Angeles life coach who is an author, relationship expert and spiritual ass-kicker (love that). She is eloquent. She is poetic. And most importantly, she’s right. Read on…

Think less.
Bitch less.
Push less.
+ create more.

The universe responds to your diligence
but it also responds to your joy.

Consider when it’s time to pull back.
Not, by the way, to be confused with letting go.

“Easing up” is taking your foot off the gas.  Just a tad.
It’s 45 miles an hour, not 60.  A 5K run instead of a 10K.

Recognize when it’s time to loosen up and when it’s time to go harder.
Notice that voice that says:  “I don’t want to work so much today.”
“I need simplicity + quiet.”  “I need to hit the snooze button.”

At some point the relentless pushing will need to stop
or at least be put on pause.
Because there will always, always be more work to do.
And that won’t stop.

Consider slowing down and letting progress + contentment come to you.
We think the world spins on its axis because of our own aggressive participation.
But what if we ceased participating so fiercely?

We think if we slow down, progress will come to a stop.
But have you tried?

Observe what happens.
Contrary to popular belief, pulling back does not mean you will have to go without.
Slowing down the machine that is you does not mean you have to expect less in return.

Traffic doesn’t screech to a halt.
Planes do not fall from the sky.
You don’t gain seven pounds.
Your business pulses vigorously along.
And friends and family are happy to wait an extra 24 hours to speak to you.

In fact, easing up may usher in the next wave of
genius,
spark,
ah-ha’s
+ deep breaths that preempt innovation.

And it just feels ‘effing good to take a break once in awhile.
Ease up on yourself, but don’t minimize your dreams.
The cosmos will help you make your magic happen.

So take a break.
Make space for the seed of your efforts to bloom.
Know that the universe has your back on this one.

We all do.

What makes you your “most innovative” in business and life? What do you do to tap into creativity? Please share in the Comments!

About Danielle: Danielle Dowling, M.A., who is an author, relationship expert and spiritual ass-kicker (love that). She is an intuitive strategist who works with women leaders who are ready to stop comprising on the things that matter most — soulful companionship, meaningful sex, sisterhood and above all, self-love. An expert all things love-related, Danielle is also available for speaking engagements, radio/telephone/skype interviews and other media appearances. So if you’re seeking fully-realized potential, legendary love or effortless communication befriend her on Twitter or Facebook and pop by her site for regular doses of rapid fire wisdom.

Today marks the official print launch of my most recent book, Rebooting My Brain: How a Freak Aneurysm Reframed My Life.

(cue crowd roar)

In celebration, I’m offering some fabulous launch goodies for those who purchase between now and May 8. You’ll get bonus content plus some fabulous goodies, including free book previews, discounts on books, a communication course and a self-assessment on how you think + life-saving information from The Brain Aneurysm Foundation. Thanks to Ingrid Ricks, Wendy Hinman, Melody Biringer, Michelle Tillis Lederman, Jen Mueller and BAF for their generosity. Check out this link for more details on how to claim your booty.

The book’s gotten great raves on Amazon as well as the most recent review in The San Francisco Book Review. I’m so honored by the outpouring.

I talk a lot about stories here on this blog and in my work. But some may wonder why I chose to share this personal story with the world. Truth is, there’s a deeper calling to this book than just accolades and sales.

We all have stories to tell – with our business, with causes we love, and with our own experiences. But instead of looking at your story as “all about you” it’s time to think of how it can contribute to the world.

I admire companies like Starbucks, who is using their clout to change the role of for-profit companies in how it gives back to the world and changes the social agenda. See their recent initiative to create jobs. Or Tom’s Shoes, who gives one pair of shoes to a child in need for every pair they sell.

From the minute I started Red Slice, I thought about how I could use my work to do good in the world. And I’ve helped non-profits I believe in with both money and pro-bono time, which feels wonderful.

And so, with Rebooting My Brain, I’m trying to do even more.

My mission with this humorous and heartfelt story was to educate others about the effects of brain injury and inspire anyone who is yanked out of their life by crisis. I’ve gotten emails and stories from many people touched by brain injury who thanked me for writing the book.

During the month of May, 10% of all net sales will go The Brain Aneurysm Foundation, the world’s only nonprofit organization solely dedicated to providing critical awareness, education, support and research funding to reduce the incidence of brain aneurysm ruptures. So now people can enjoy the book and help a worthy cause.

And, I’m donating eBook copies to Worldreader, an organization that improves literacy in the developing world by providing access to e-books.

Many of you who read this blog have books as well. I encourage you to find ways to use your book to help worthy causes. Donate a percentage of sales, get involved with Worldreader, put on a book event for charity. Yes, it’s expensive to publish a book – in time, sweat, energy and money – but I truly believe that the more you tie in a giving element to your for-profit ventures from the beginning, the richer and more successful you can be.

Please spread the word about the launch! (Click to Tweet) There’s goodies in it for those who buy between May 1 and May 8. And goodies for a larger cause throughout all of May.

Thanks for your support!

Social media is now a core part of most any business marketing strategy. But it can get overwhelming. Red Slice partner Joy Moxley of YoDog Media helps clients incorporate social media and design into their business marketing strategy. She’s here to give you some tips and ideas about how to use social media most effectively– and she gives us her take on Pinterest for business brands. Her company’s mission is to “enhance and inject creativity, static and socially, into your business and life.”

Yeah, I want me some of that.

RS: Howdy, Joy! What do social media rockstars do that mere mortals do not?

JM: Here are some powerful tips if you want to rock:

• Always try to one-up yourself! Stay active in the regular platforms but push your way into the new social “rooms” so you are always in the know.
• Staying active within your social community, on and off the computer.
• KISS it hello! “Keep It Simple Stupid” and use a third party social media publisher such as Hootsuite, Buffer, Seesmic, etc…to publish and analyze your content.
• Have confidence and humility. It’s a great mix that will get you far. People love real people. Machines rust, but real people shine all the time. Tweet this!

RS: Sounds like if I could manage all of that, I’d be rocking, too! Now let’s get down and dirty. What 3 social media mistakes should business owners avoid?

JM: Don’t just make a page in Facebook, Flickr, Pinterest or Twitter, thinking people are going to just find you. You have to find and establish your customers first and then let the word of mouth flow in along with your marketing strategy. Tell people where to find you online and make sure to engage.

Secondly, avoid getting angry with unpleasant followers. There might be a good reason they aren’t satisfied and they might just like to pick fights. But whatever the reason, keep your cool and comment back to them in a professional manner. If that doesn’t work, take it off line.

Third, don’t skip good design for your online image. Again, social media is an important tool in your marketing toolbox. Consistency is key and you want your brand to look as fresh online as it does on your printed business collateral. Hire a pro.

And here’s a bonus one for you guys: Make sure to keep up to date with your page statistics and geotrack your followers. You need to understand who is viewing your page. (Tweet this!) Tools such as Facebook Insights will help guide you down that path. Our company helps clients with this all the time.

RS: Wise words. What are some ways people should integrate Twitter and Facebook for their social media campaigns?

JM Most if not all social media platforms are free. Use them to post about sales, contests / sweepstakes (make sure you know the difference) and get-togethers you might be having. More people will see these opportunities than if you were to just take out an ad in the newspaper.

Get “your people” involved. Ask your community to share photos or video of how they use your product, or simply how they are enjoying their day. Everyone loves to share and your business page can provide them with another outlet to show off their fun photos.

Use Twitter to start a scavenger hunt. Twitter is a fast paced medium and people want instant gratification. What better way than to send them off on a little scavenger hunt with new clues every 5 minutes or so?

Facebook is a great way to have company coupons listed for your new and current customers. It’s also a great way to keep them coming back to your page to see what’s new and grab that monthly coupon. Less than 1% of people, after liking a page, revisit. Keep them coming back with engaging dialogue and…freebies.

And don’t forget bragging rights! Let people know why you are the best and that you LOVE your customers. The stated love for “your people” will travel far. Especially if they aren’t at your place of business every day, they will see your online presence and be reminded of how awesome you are.

RS:  What are your thoughts on Pinterest for business brands?

JM: Pinterest has become the place to go to “Pin” your projects, favorite fashion statements, photos, recipes and more. It’s a platform for regular people and companies to show off their lifestyles and spark ideas and creativity in those viewing your pins.

Business brands can use this to their advantage by having a board for their new or featured products, but also what they love at the moment and even what organizations they support. This is a great way to show that you are a real company run by real people with personality. (Tweet this!) Post what people are eating during lunch,  favorite places employees have traveled or funky organization ideas your employees or you, the owner, have come up with in your down time outside of the office.

As with any new social media site, there will be ups and downs with how the site is run and how people use it to their advantage. I think it will get people excited about other photo sharing sites like Flickr and Instagram and allow people to choose to see all of your creativity and ambition in one area rather than flooding their Facebook timelines with photos.

Follow Joy @yodogmedia or Like YoDogMedia on Facebook.

What is one specific idea or success story you’ve had with social media promotion for your business? Are you using Pinterest? Please share in the Comments!

Guest post by Seth Leonard who trains and mentors people who want to build dynamic, successful websites. Right now on his blog he is offering the free guide, Seven Hidden Laws to Building a Dynamic Website.

There are very few universals in the world of websites. In fact, I often preach the value of finding strategies and solutions that fit your specific website purpose, rather than using cookie-cutter formulas that are often irrelevant to what you’re trying to accomplish.

However, there are a few things, no matter what, that your website absolutely must have. I’ve put together the following list of five key elements you should be sure to include with your site:

#1: A Place To Start

This is usually your homepage, but it’s so much more than the first page that someone lands on when they come to your site. Your place to start needs to let people know, quickly and easily, what your site is about.

What are you offering and why should they stay?

Far too often, especially with blog sites, the dominant element of the homepage is the most recent blog post. Well, what if your most recent blog post was slightly off-topic (perhaps a rant about spending Thanksgiving with your family)?

While I encourage you to stay on topic with everything you write, it’s impossible that every post you produce is going to sum up the mission of your website.

Providing this information doesn’t need to be over the top and take up half your homepage. Sometimes it’s a well written tag line that appears at the top of your website. Sometimes it’s a couple sentences that say who you are and what you do.

It can even be a pitch for something you’re selling or something that you want your visitors to do when they’re at your site. For example: “Learn how to write the book hidden inside of you. Click here.” That call to action also lets your audience know what they can expect throughout your website.

Just make it obvious.

Let them know what to expect. And get them excited about it.

If you don’t want to devote a lot of space to it on your homepage, then include a “Start Here” link in a prominent position. Then put your basic introduction on that page.

#2: An About Page

People love about pages. Right after they get the gist of your website (see above), they want to know what you’re about. Whether you’re an individual blogger, a large organization, a startup, or a dude selling plumbing parts out of your house, people always click on your About page.

They want to know what makes you tick.

So tell them. And don’t be boring. Unless you have an amazing resume that reads like a Dos Equis commercial, you should add some personality.

Your audience wants to know what sets you apart from everyone else. They want to know what motivates you. They want to know how you got to where you are.

It’s great to offer testimonials, accomplishments, or career highlights. But don’t leave it at just that. Offer a little bit of your story. You’ll be surprised at how much fun it is, as well as how much more interest you’ll receive from your audience.

Creating my about page was one of my favorite things I’ve done for my website.

#3: Content

This should be obvious, but I can’t leave it off the list. You need to have something for your audience to consume. It can be one thing, or it can be many things. It can be a photo, a daily poem, or a series of essays.

It can be something you’re selling, or even a question you’re asking. It can be whatever you want.

And while it’s obvious that your website needs this, it’s often something we overlook as we focus on marketing, selling, building our audience, etc. Don’t take your content for granted. Put your heart into it and create something amazing.

Create something that has your audience waiting for you to do it again.

#4: An Opportunity To Take Action

I love great content. But great content inspires action. You need to give your audience the opportunity to take action.

Here is something I recommend you do often: think about your ideal visitor coming to your website for the first time. They see your ‘place to start’ and are intrigued, so they continue. Then they explore your about page, or your most recent content, and they’re hooked.

They love what you do and how you present yourself.

Now what?

Give them something to do. Let them take the next step. Give them the opportunity to further their investment in you by signing up for something, buying something, downloading a resource, joining your email list, etc. Bring them into your club.

Even if it’s just encouraging them to share something with their friends, give them a method to act on their excitement, to do more than just consume content.

Let them act.

#5: The Ability To Contact You

It doesn’t matter how you offer it, but you need to let people contact you. You can post your email address, or if you’re worried about privacy and spam, you can create a contact form. Or you can direct people to Facebook or Twitter and have them contact you there.

There are two reasons you need this. The first is that people like to know you’re accessible. If you offer no method to contact you, you create a wall between you and your audience. It’s harder for them to connect with you and trust you.

Even if they never reach out to you, it sends a strong message that you are willing to let people contact you.

The second reason you need this is that you never know who is going to contact you. You might get a lot of people asking you questions, but you might also get someone offering you the opportunity of a lifetime. Leave that door open, even if it’s just for the odd chance at receiving something amazing.

That’s it. Five elements your website absolutely must have. You can (and should) put your own spin on all of these, but they’re essential to building a website that connects you with your audience in an authentic way.

How do you plan to implement these on your website? Let me know in the comments.

Many of you count on me for strategic branding advice, juicy stories and tough love practicality.

Now I’m hoping I can count on you!

We’ve all seen the shift in book publishing these days with more power than ever in the hands of authors – and their loyal fans. Social media rules. Referrals spur action.

In my role as storyteller, I recently wrote a book called Rebooting My Brain:  How a Freak Aneurysm Reframed My Life. It’s the story of my near-fatal brain hemorrhage a few years ago, my recovery journey and what it took to reboot my life in better, more inspirational ways. With humor and heart, my goal is to educate others about the surprising effects of brain injury and inspire anyone to learn and grow from crisis.

You can help me with this mission. And get some fabulous goodies in the process!

On May 1, the print softcover launches for purchase. I’ve already received emails from people who were inspired, moved, educated and even enjoyed my cheeky humor. Brain injury survivors have reached out, thanking me for sharing this experience so they feel less alone.

Just this week, the San Francisco Book Review sent me their draft review: “Her experiences strike me as authentic, compared to many other memoirs. She truly writes with unabashed candor… She’s humorous and honest…Her reflections on the tenuous, and even frivolous, nature of health are touching.”

I’m honored and amazed. And I’d love your help in getting this book into the hands of even more people who need to hear the message.

On May 1, online retailers like Amazon will ship out the first Rebooting My Brain print  pre-orders.  The first week of sales is especially crucial to boosting rankings, increasing visibility – and in my wildest dreams, getting listed on the New York Times Bestseller List.

This is where I need your help to educate, inspire others – and support a good cause at the same time. For all May sales, I’ll be donating 10% of net to The Brain Aneurysm Foundation, a nonprofit dedicated to awareness, education, support and research funding to help prevent the incidence of brain aneurysm ruptures.

Together, we can do this. How? Glad you asked…

1. BUY THE BOOK! From now until May 8, I’m offering a digital swag bag of goodies, including free book chapters; discounts for books, communication course and assessment tests; and a VIP invite to a private author conference call. Find out more about who’s offering what here. Remember, the more sales we can drive in the first few days, the better. If you haven’t picked up your copy yet, please take advantage of this digital swag bag – and tell others about it.
2. ALREADY BOUGHT THE BOOK?: Thank you so much for your support! Posting an online review would really light my fire (and help with rankings) You could write a few sentences and have it ready to post to Amazon or wherever you bought the book online, anytime after 12:01am May 1.
3. SPREAD THE WORD: You can help in any way that feels good: online, offline, text, skywriting…seriously, if you can score a free billboard, we need to talk. Below are some options, so please choose whichever works best for you – and hear my “Thank You!’ echoing back to you through the universe.

WAYS TO SHARE

Got a blog?

• You can post free sample chapters for download or point them to the official website.
• You can review the book: Email me to request a free advance review copy.
• You can interview me: I can offer your readers fresh content via a written, audio or video interview (or guest post) on book topics including inspiration, facing fear, living with brain injury, how I rebooted my business after a hiatus, or even just the writing and publishing process. Download the media sheet for more ideas or ping me with suggestions.

Got social media? 

Twitter, Facebook, Google+, LinkedIn posts rock. Or pin the book cover to Pinterest. Here are some post ideas for your convenience, but feel free to get creative:

Get inspired & educated about #braininjury with powerful new memoir #rebootbook @redslice: http://amzn.to/IZwQoI

How to face the fear and turn crisis into opportunity #rebootbook @redslice: http://amzn.to/IZwQoI

Looking for a humorous and heartfelt memoir? Grab #rebootbook by @redslice http://amzn.to/IZwQoI

I’m loving #rebootbook by @redslice. Get inspired! http://amzn.to/IZwQoI

Get inspired and grab some cool goodies from @redslice #rebootbook http://bit.ly/HvQRnb (this one links to the Promotion Page with launch incentives)

Got a voice?
Please call your favorite local bookstore and ask if they’ll be carrying REBOOTING MY BRAIN. Since I’m not with a big fancy publisher, they probably won’t stock it unless asked, so this may be the push they need to find it through the distribution catalog.

Got friendships with any magazine writers or are you related to Matt Lauer? Again, we seriously need to talk….

Again, check out the Launch Goodies and order now…if you want to order in bulk, please email Janica@red-slice.com and we’ll make it happen for a discount.

On a personal note, thank you so much for your continued support of Red Slice. Many of you encouraged me to write this book and get it out into the world,  and I hope it indeed inspires you to reboot and reframe your life in ways you never thought possible.

AMPLIFICATION ARSENAL:

MEDIA KIT PAGE with bio, book images, excerpts and interview questions: CLICK HERE.

PAGE TO SEND PEOPLE FOR LAUNCH GOODIE DETAILS: http://bit.ly/HvQRnb

PAGE TO SEND PEOPLE TO PURCHASE PRINT COPY: http://amzn.to/IZwQoI

PAGE TO SEND PEOPLE FOR GENERAL BOOK INFO, FREE CHAPTERS, PURCHASE OPTIONS: http://bit.ly/rebootbrain

Hashtag for Twitter: #RebootBook

Contact for digital REVIEW COPY or BULK ORDERS: janica@red-slice.com

It’s that time of year again, when the trees bud, the air warms (at least if you’re not in Seattle) and we start to shed our winter cloaks in lieu of open-toed shoes and lighter fabrics. Freeing ourselves from the unwanted weight of heavy parkas and wool mittens feels pretty darn good.
And with that, we also crave shedding some of the crap in our lives with a healthy dose of spring cleaning.

Removing the clutter and streamlining our lives applies equally to our businesses and brands. When we’re lighter and unencumbered, we can better focus and stop clogging our time, brains and business with the things that don’t matter. So here’s a handy guide to how to perform such much needed spring cleaning on your business – but these can equally apply to your life:

Conduct an Audit
What really needs to stay or go? Has your menu of offerings turned into an endless buffet that only serves to confuse customers and distract your focus? Review your current business offerings and keep the ones making you money, while removing the deadwood of those that don’t. Why waste your time and your prospects’ attention on products or offerings that just take up space?

This audit can also apply to your brand. Which messages no longer serve your or your customer’s purpose? Does your website look stale and dated? Has your brand evolved beyond what your materials are currently saying about it? Set aside time and review everything your customers see with a keen eye, and get objective advice on how to clarify, update or tighten up your brand look, feel, message and differentiation.

Review your Partnerships
Sometimes we form business partnerships when it makes perfect sense but things change. Review your best referral sources, from where website traffic comes and perhaps even your affiliate partners. Run the numbers and the time spent and see if you’re getting the most out of these relationships. If there are relationships worth keeping, spend more attention making them really work for you. If they are not fruitful, release the deadwood and clear your mind, budget and schedule. You want to focus on fewer, more meaningful and higher quality partnerships that build you up, instead of sap your strength. PS: This exercise applies to networking groups and social media networks as well.

Clear the Clutter
Is your file system a disaster? Does your inbox overflow? Do you still have digital files from years ago that serve no purpose but to eat up storage space? Take a day to streamline and organize your systems to help make you more efficient in running your business. Consult with a personal organizer if you have trouble letting go. And speaking of systems, take a look at your business procedures and see where you can increase efficiency. Does billing clients take way too long? Do you spend too much time creating that monthly newsletter or managing your calendar? Document the tasks that are not a good use of your time and hire a virtual assistant or consult with an operations expert on how to manage your business better so you can spend more time being brilliant.

What “deadwood” is your business carrying around? What one thing will you do this spring to make your brand clearer, your load lighter and your business more efficient? Please share in the Comments.

Non-profits and small businesses have a ton in common: not enough resources, time or budget to spread their message and acquire customers (donors) while also getting their work done. But sometimes, they are sabotaging themselves and there are simple brand fixes and marketing tactics these organizations can implement  to get more bang for their buck. We’ll share some ideas in today’s Slice of Brilliance column.

Aimee Stone Munsell is owner of Stone Munsell and co-founder of Real-World Super Heroes, a hands-on community service program for kids. She and I have partnered on branding projects together and I absolutely adore her work ehtic, creativity and brilliance. Aimee worka with the smartest, most interesting people she can find – as clients, partners, employees, expert advisors — to tackle challenges that make a difference for the client and also for the world whenever possible. Her measurement for success: “I’m proud to tell my family what I do.”

So I’ve asked her to share with us the 3 mistakes non-profits make (ahem….that many small businesses do, too) and inexpensive ways to delight customers who’ve just purchased or donated. Plus, she gives you some resources and case sudies of companies engaged in social reponsibility, which is a win-win for everyone.

RS: Welcome Aimee! You’ve worked a lot with non-profits. Why do you think many of them don’t have strong brand awareness?

ASM: Let’s be honest: it takes time and money to build a brand. This is true for any business or non-profit cecause you have to fight through all the clutter out there to connect with the right audience – again and again in multiple ways, over time — to build a strong brand. And why invest in it? Because it is a key building block of sustainability. But it isn’t necessarily seen this way. Many non-profit leaders are in their jobs because they know a lot about the services they provide (as we’d hope!) but haven’t necessarily been trained in business skills. When I work with an NFP’s leadership team, we focus on their goals which often include things such as: bring in more donations, secure new grants, increase community support, and form partnerships to expand services. Then we assess the organization’s current brand position and marketing activity. And finally, together we come up with a focused plan of attack that takes into account the resources they have, often creating execution phased over 6-24 months, to get them where they need to be.

RS: Non-profits as well as many small businesses seem to struggle with messaging and conveying their passion and accomplishments in their marketing materials (website, collateral). What top 3 tips could help them improve?

ASM: Well Maria, as your tagline says: your brand should tell your story! Fortunately, compelling stories, really important reasons for being, are what most non-profits are all about. So they have a natural sdvantage in creating and communicating their brands. Yet somehow that story gets lost in the execution.
Time for some straight-talk, to bring your story to life:

• Stop pretending you are the only organization doing (generally) what you do. Look at your organization in context of others in your space. I’m working with an amazing Fair Trade organization called HandCrafting Justice (really, check it out). When I visited its Web site, the organization sounded great.  Until I visited other Fair Trade sites and déjà vu took over. So now I’m helping HandCrafting Justice revamp its communications (hint: this includes not just text but also graphics, media and even tactics) to bring to life its quality of the products and holistic approach to empowerment v. others in the Fair Trade space. Your constituents aren’t living in a vacuum; they visit multiple Web sites, follow multiple organizations on twitter, and talk to their friends, so you better do the same – and then focus on telling your unique story.
• Replace stale language. Your materials may be accurate but they are also likely outdated and academic and …zzzz. Oh sorry, I dozed off reading about disadvantaged someones and economic and social benefits. I know you don’t want to have to entertain me when you are doing important work, but please don’t lecture me either. Today’s language, driven by online norms, is more conversational. So loosen up. Write how you talk. (Hint: interview or record at an event the executive director and staff to capture great phrases that describe what you do in plain English). Reframe what you are doing using modern examples to re-fresh your mission and make it relevant to the trends people are participating in today. Could your afterschool program for at-risk teens “help kids to become the reality stars of their own lives”? Does your charity provide “a social network for seniors”?  You want me to buy parts for a delivery truck in a remote village? I’ll pass. You want me to become a micro-lender? Sign me up!
• Use modern (and multi) media.  Yes, you need to be online. To what extent varies, but if you want to grow and be a leader (or even integral part) of your industry’s future, online is a must. Fortunately, Web sites and services make it affordable to create and share video, photos, and animated slide shows. Yes, you may need to hire some help to get started and invest some time in learning, but the assets you create once can be used and re-used multiple ways online and also to make offline activities like face-to-face business development meetings and fundraising events more successful. Your hard copy materials should contain professional graphics in modern colors and fonts, something you can easily attain with today’s publishing applications or with a few hours of professional graphic design help. Also, right now infographics are really popular and a great way for non-profits to share what they do in a digestible way on and offline. Get started with Fast Company’s Review of 5 Best Free Tools for Making Slick Infographics.

RS: What is one easy thing non-profits (and small buisinesses) can do to increase their marketing ROI?

ASM: One very simple low-cost action you can take is to carry the brand experience through the purchase process. In non-profits, this is often called closing the loop with donors. In for-profit, we tend to talk about reinforcing the purchase decision and helping avoid any buyer’s remorse. It amazes me that most organizations invest so much in acquiring a customer (including donors in this) only to say nothing else to them (except for the ubiquitous automatic confirmation email) until it is time to sell (or ask for) something else.  Get creative about expressing your thanks. Some inspiration:

• Donorschoose.org – This charity requires the classroom benefiting from your donation to create a thank you packet. I can say from personal experience, receiving a big envelope full of hand written and drawn cards from the teacher and children you’ve helped is an uplifting experience. The packet often arrives months after you’ve made your donation (because the thanks are authentically written after the donation is actually put to work), closing the loop right when you’re wondering “I wonder whatever happened with…” If the impact of your donors’ contributions takes place sometime in the
  future, it is especially important to go back and share your results – and thanks — with those who gave. How can you help the end beneficiaries of your work thank your donors? Could you send a postcard signed by the seniors you serve with a photo of some on the front? Could you extend an invitation to attend a post-show discussion with the actors in your latest production so that they share their excitement about the production firsthand?
• Photojojo.com – Last year, I used this site for the first time to get a gift for my shutterbug friend. The Website was friendly and products fun but the reason I can still recall (and recommend) the company was that my package arrived with a yellow sticker on the outside warning me about a potential stowaway dinosaur. Yes, a toy dinosaur was indeed inside (insert smile here). This weird little surprise effectively conveyed the company’s quirky personality and stuck with me. (All at a cost to Photojojo of maybe a nickel.) Etsy retailers are great at this. Most of these small artisans include a handwritten thank you and a free sample or tiny handmade gift with your purchase. What surprise token can you provide that illustrates your brand?  How about a few band-aids and a health tip from one of the nurses in your network? Or a coupon to a local healthy eatery for your donor helping you fight hunger in the city? What about a fun or inspiring thank you video instead of just a text email? And now for an idea that is really out there: what if you used the phone to call your donors this week, not to ask for money, but simply to say thank you for giving?

The bottom line: After a customer/supporter has made a purchase (or donated), s/he is ripe to build a relationship with you and just a small (read: inexpensive) creative reinforcement creates loyalty and word-of-mouth that reaps more revenue at lower costs long into the future.

PLUS: It seems that a lot of branding and marketing best practices are applicable across non-profits and businesses. Is there more these two groups can learn from each other?

One of the most exciting things happening today is the collision of the non-profit and for-profit into the growing space of social enterprise. Regardless of the type of entity a venture is – and the legal system is just starting to catch up with this hybrid mentality –  social enterprises are exciting because they experiment with using market dynamics, or business models, to create sustainable operations to help people, animals, or our environment. The world is ready for this. Businesses have been evolving in this direction for a while – albeit at varying rates — but established non-profits seem to be largely missing the boat. I encourage non-profits to take page out of the social enterprise approach: take an expansive view of who your community is (or can be) and seek out constituents who are willing to pay for assets or services to create new revenue sources. This creates a more diverse and sustainable organization.

Some inspirations:

• First Slice. This self-funding charity was started by Chef Mary Ellen Diaz to feed the hungry wholesome, home-cooked fare that nourishes both body and soul. Busy families purchase (at market rates) First Slice subscriptions providing them with three prepared gourmet meals each week. First Slice then uses the subscriber revenue to provide the same beautiful meals to people in need. The First Slice café (which is also where subscribers pick up their meals weekly) brings the whole community together.
• Luta clothing – Fight for Peace was started by former boxer Luke Dowdney to provide a way out for young people living in the favelas of Brazil. This non-profit has received accolades for its model and created champions in and out of the ring in some of the toughest neighborhoods in the world. To help fund expansion the organization created Luta, a for-profit venture selling authentic fightwear, trainingwear and streetwear, with at least 50% of the profits going to Fight for Peace.
• Real-World Super Heroes – When Mindy Miller and I decided to create a community service program for kids we explored different funding options. We talked to lots of parents and they told us that developing their children as socially-responsible citizens was worth at least as much to them as them learning hip-hop dance or other skills typically taught in after-school programs. So, parents pay for the program and as a group we donate time, talent and goods to the non-profits with work with in our neighborhood.

If you’d like more info about Aimee’s marketing work, please visit Stone Munsell. For more info about her non-profit endeavors and the Real World Super Heroes program in NYC, email her at aimee@stonemunsell.com or DM @munsellnyc

Please share your one branding lesson learned from this post and how you will take action in the Comments!

Guest post by Betsy Talbot, author of Strip Off Your Fear: Slip Into Something More Confident. She and her husband Warren write about the 5 Tenets to Live the Good Life at Married with Luggage. They are currently traveling in Asia.

Isn’t it just a little bit funny that the owner of a site called Married with Luggage is here to talk to you about your personal and business baggage? I thought so, too.

You see, I just accidentally published a book on branding. While my intention was to write a book on personal self-confidence and speaking up, it appears that all those lessons are exactly the same as building a confident brand.

It wasn’t until we reached out to Red Slice for help on solidifying our message and working out our brand schizophrenia that we connected the dots between the book project and the brand. In fact, it wasn’t until we told Maria about the book and what we were doing that we realized we had a problem with brand schizophrenia.

Let’s see if you have the same kind of ‘a-ha!’ moment we did:

• Can your friends explain in one sentence what your business does?
• Does your website accurately reflect your message in an instant, or are you expecting people to draw their own conclusions?
  Can a new visitor to your site tell from the home page whether you can help them or not?

In our case, we were holding on to some old baggage with our business. While the evolution of our message and offerings was crystal-clear in our minds, it was a fuzzy picture for a visitor to the site. Even Maria, who
actually named our business four years ago, couldn’t tell exactly what we were doing.

Let me tell you, when your brand strategist cannot figure out your brand, you’re not being clear enough for everyone else.

Accumulating excess baggage

Perhaps your business evolution mirrors ours in some way. We started out in 2008 sharing our goal of long-term travel beginning at 40, and it resonated with overworked and under-lived people our age also wanting to break free from the rat race. As we went through the saving and downsizing process for two years, we attracted an audience of minimalists, savers, and those wanting to downsize. When we started our journey in 2010, travel lovers and early retirees started following our adventures.

We wrote about all of these topics, making one segment of our audience happy at a time.

The longer we traveled, the more we learned about ourselves and human nature, and our business evolved to address those interests with articles, books, and a newsletter. Plenty of personal growth seekers joined our tribe. We were starting to hit our stride in messaging, but we still hadn’t connected it together in a meaningful way for our audience.

It was all in our heads, and we needed to find a way to voice it.

Streamlining your message

We finally asked ourselves what all those people really wanted overall, and the answer was personal growth and meaningful life experiences. All of our topics fell under this goal, but we were doing a poor job of showing how they worked to achieve it. We realized we had to speak to the need of personal growth and achieving meaningful life experiences and not just the various expressions of those needs.

Is this true in your business (or your personal life)? Are you showcasing an overall strategy to resolve an overall need or are you displaying a disjointed collection of “fixes” for your audience? Is your image an accurate portrayal of your current brand promise or an earlier evolution that has long since passed?

As we started working with Maria on our brand evolution and messaging, I saw the distinct parallels between personal confidence and a strong brand:

• Accepting who you are now and building on your strengths
• Saying what you want in a clear voice
• Attracting the right kind of people into your life

While I didn’t start out writing a book about branding, it seems as if the rules of personal confidence and speaking up are good for business, too.

• Discover exactly what you offer to the kind of people you want to help
• Clearly state how you can help your target market and what result they can expect
• Focus only on the people with whom you want to work

There is no confusing it now, and our business revenue and website traffic reflects our renewed focus on our brand and message.

It is true in your personal life and it is true in your business. As I said in my book:

“Speak up. Be proud of who you are, what you know, and what you do. Help other women do the same. When you change your world for the better, you make it better for the rest of us.” 

Now start unpacking those bags. 

Has your brand undergone an evolution and how did you address it in your visual, verbal or experiential branding? What worked and what didn’t? What do you think about brands that evolve? Please share in the Comments.

Guest post by Seth Leonard who trains and mentors people who want to build dynamic, successful websites. Right now on his blog he is offering the free guide, Seven Hidden Laws to Building a Dynamic Website.

I recently started exploring the diverse and tasty world of tea.

Luckily, I live in Berkeley, right across the water from San Francisco’s Chinatown, filled with tea shops.

So when I visited this amazing neighborhood in search of tea, I visited most of the shops. But I only chose to buy from one of them. Why? Because this shop did things differently. And you can employ the exact same tactics they used in their store with your website, turning your visitors into loyal fans and customers.

Starting with…

Provide An Entry Point

The shop I bought from, Vital Tea Leaf, offered free tea tastings. Now, this was important not because it got me to enter the store, which I was going to do anyway, but because it gave me an entry point for my experience within the store.

With each of the other shops I visited, all I could really do was smell the various jars of tea. Being a complete newbie, I didn’t know what I was smelling, or even what questions I should be asking the staff. I was intimidated and unsure where to start. So I left.

The free tastings at Vital, however, gave me somewhere to start. I didn’t need to come up with the right question, or demonstrate any knowledge. All I had to do was sit down and drink some tea. At the very least, I could talk about what I tasted.

You should be doing the same thing with your website: providing an entry point. Visitors are going to come to your site, unsure of what you offer, and unsure of where to start. Figure out how to demonstrate the value you provide in an easy, accessible way.

Then give them a reason to interact with you. Give them something to consume, to comment on, or ask you about. (Tweet this!) Figure out a way that makes it easy for them to enter into a conversation with you. 

Engage

Once I was seated at the tea tasting table, Royal (his real name), my host, worked to engage with me. He didn’t ask me what my favorite tea was, or even tell me what his favorite tea was. He asked about where I was from and we talked about Chinatown.

Royal was friendly and excited to talk to me, as well as the other people doing tastings. He would serve various teas and look on with curiosity as to how we would react. He wanted to hear our opinions. He gave us tips on brewing tea that later made me feel more knowledgeable and comfortable in making a purchasing decision.

Your website is about more than selling (when I say selling, it could be a product, service, or content you want people to see). Your website is about engaging with your audience, and giving them a reason to be there other than to buy. (Tweet this!) It’s about empowering them with the knowledge to make a decision about their next step.

People want an experience. They want to feel a part of something. Open your website up to your visitor. Be curious about them and hear what they have to say.

Give them a seat at the table, something to discuss, and then listen. Give them an experience. Engage.

Offer Social Proof

The free tastings at Vital meant that there were always people in the shop. Watching us laugh and nod our heads at the tasting counter only encouraged more people to join us. Just as it
was reassuring for me to see others interact with Royal before I sat down, my presence helped other people to join the group.

Sometimes it helps to think of your website as a party. You want to arrive when there are already guests there. And you want to see that those people are having a good time. It lets you know that you’re not making a mistake by being there.

One of the values of engaging with your website audience is that it shows others that there is a buzz going on. Visitors become more likely to add a comment after they see that a discussion has already started. They’re more likely to explore your site, knowing others have already found value in it.

So whether it’s displaying your comment count, Twitter follower numbers, or testimonials from past clients, find a way to offer some social proof that you’ve got something valuable to offer. (Tweet this!)

Don’t Be Pushy With Sales

Royal never once asked me if I’d like to buy any tea, even the ones I obviously liked. He probably could have at the end, and I wouldn’t have minded. And perhaps he lost some sales to others who started by looking for free tea, but who would have bought if he had asked.

What Royal did, however, was give me confidence in what I was buying. The more I knew, the more I tasted, and the more I trusted the source, the more likely I was to buy.

I walked in to Chinatown looking to buy. I just needed to find the right experience that would make me comfortable in doing so.

Your website audience is the same. They are looking for a solution. They wouldn’t be at your website if they weren’t. They want to invest in something. You just need to give them the confidence to do so. (Tweet this!)

Empower them. Give them an entry point. Engage with them. Offer some value, offer some social proof. And don’t be overly pushy.

After that, they’ll be more than happy to give you their attention, and maybe even their money.

Do you have any real world purchasing experiences that have led you to think differently about your website? Please share in the Comments.

Perhaps more  importantly, do you have any tea  recommendations? I love the “Blue People” oolong tea I got at  Vital, but am on the look out for more great teas. Let me know your favorites!

Too often, business owners believe that just because they know how to write, that their words will persuade people to pay attention, buy their products or provide word of mouth. But effective copywriting to compel an action or convey a brand takes a special skill. Today, Jared Matthew Kessler, Chief Copy Officer (CCO) at The Kick Ass Copywriter will share some insight as to how to sell by solving problems, not just tooting your horn. He’ll also dish on his process for crafting irresistible website copy, how to pitch without sounding schlocky and the biggest mistakes business owners can avoid if they want a compelling message.

Jared’s mission is to transform key ideas into words that sell and help companies stand out from the noise (not just add to it).

RS: Welcome Jared! How do you balance effective selling “techniques” for your clients without sounding overly cheesy?

JK: You know, we’re all a lot smarter these days. We know when we’re being sold and when we’re being helped. However, there’s this fine line between offering a product or service that you know will help people and slapping someone over the head with it.

When I take on a project, I ask numerous questions up front. In fact I gather as many marketing materials as I can and, if I need to, I send them a 7-page questionnaire that really helps me understand their brand – and whether or not there’s what I call a “B.S. factor.” So when I come up with a few concepts and start writing and developing them, I come from a conversational standpoint. Meaning, I literally have a conversation in my head between the prospect and the company owner. At any point, if I feel the “B.S. factor” is coming on too strong, I try and verbally pace the situation. Meaning, if it’s too good to be true you can say, “Listen… I know that sounds too good to be true. And honestly a lot of times it is. But…”

In addition to that, once I sense they are “pitching” someone, I just remove what was written and start again.

It should be about stepping inside the mind of your prospect, and getting people excited, without giving something away. So the product or service would be set up as the solution to your prospect’s problem (if that makes sense). That’s where you have to understand every single aspect of your audience before writing any copy.

I often say, “If you talk to everyone, you’re talking to no one.” It’s a conversation. Not a
sales pitch.

RS: So true. It’s about them, not about you! What big mistakes do you see when business owners write their own marketing or sales copy?

JK: There are four mistakes I see over and over:

1. Telling everyone about how great you are. How qualified you are to help someone. And how “life changing” your product or service is, giving everyone the overblown sales pitch of how much you can help someone. You can’t sell anything without rapport. Without trust. So make it about your prospect first. Then you, last.

2. Underestimating the power of your words. I mean this is similar to #1 in that a lot of people misunderstand what “copywriting” means. They think it’s all about making something sound good. And I think, huh? There’s so much work that goes into not just what I do, but what any true Copywriter does. And the reason I say, “true” is that I’ve seen a lot of “writers” tout themselves as Copywriters because of how much money they can make. And that makes me sad.

The main difference is that when you write copy you don’t just make something sound good. It has to be relevant to your audience. Sell a product or service without the greasy sales pitch. Increase your sales. Build your brand. And work.

I think too many people fall in love with an idea, instead of falling in love with a result. Recently, I had a client’s web site I rewrote the copy for and within hours she had people wanting to work with her. I love that! However, there was a TON of work and research behind that. I sent out surveys to send to her clients that really love her. I’ve written pages and pages of copy for each individual web page. Wrote a new tag line that served her brand much better than her web designer tried to pull off. Developed multiple concepts and… more importantly she didn’t change any of my work – which is the main reason I love her so much.

3. Building a website instead of a brand. I love a great ad campaign! One that’s smart. Effective. And solves their prospects problem in as a few words as possible (that’s 100% original). The best ones are when all the ads align with each other. For instance, take that David Beckham Superbowl ad (I’m sure you remember it ladies). Now it’s nothing to write home about in terms of incredibly original. But my point is, if you looked at the colors in the commercial. The style. The simplicity. It’s exactly the same look and feel as if you went into the store.

What I see of a lot of smaller businesses is that they just have a certain look and feel to their website. A certain look and feel to their business card. A certain look and feel to their actual business. And their brand is just inconsistent across all platforms. From their marketing collateral to their website, it really needs to be cohesive. It has to all click – not just one piece of it.

4. Have you or your web designer write the “copy” yourself, just to try and save a few bucks. What’s unfortunate is that people mistake a great looking website for an effective one. And that’s really two different things. It’s like me saying, “Well I can design your website for you.” I mean, I’ve never done that, nor would I ever! In fact I’m the first one to recommend a professional web designer to someone, because the design should support the copy (or vice versa).

In addition to that, I unfortunately tend to see certain business owners lose more money in lost sales, than trying to hire someone like me to begin with. What’s worse, is that if you’re a new brand, you have to build trust in the beginning. So if you’re looking to hire a Copywriter to “save the day” for your failing business months/years later, it’s unfortunately not going to do much good unless you rebrand yourself. Because once you lose someone’s trust, it’s really, really hard to earn that back. Even then so, it’ll take a lot more time and more money, than hiring a professional Copywriter from the start.

I mean, look at the rebrand JC Penney’s is going through. And how many millions of dollars in advertising are they spending to get you to revisit them after you already experienced them years ago?

It’s the same thing with trying to save any flailing business. Do it right from the beginning, or even if you’re doing it right, keep it consistent and hire a professional. In the short term, it might be more money than you thought. But in the long run, at least you’ll stay in business.

RS: Awesome points. You’ll end us spending more money (and losting more sales) if you don’t get it it right from the start. And it’s an investment in your business, not something you should skimp on.  One reason people cite is that “Another writer won’t sound like me if they write my copy.” How do you approach writing projects when you have your own writing style but need to reflect a client’s brand or voice?

JK: This is a great question! People get caught up in this a lot. They think that since you haven’t written copy for cell phone companies, or for medical sales or _______ that
you’re somehow unqualified – or the owner can do a better job than a professional Copywriter.

For me specifically, it’s similar to how actors research a role. I recently saw an interview with Brad Pitt on taking the role he did for Moneyball. In the interview, he mentioned how few people research roles nowadays. He mentioned how he could pick up certain character traits from spending months with the actual character he portrays. And how important the research process is for any project he takes on.

I mean, when you spend that much time researching your client, reading their marketing materials, talking with them over the phone, reviewing their answers to your questions… it’s only natural to pick up someone else’s style. Not only that, a lot of times you even help them discover their own voice, their own brand they didn’t even think they had. What’s more exciting than that?!

 What copywriting or messaging techniques have you found worked (or didn’t work) in your business? Please share your story in the Comments.