Easy Reading: Back in May, I posted on the importance of typography to legal marketing efforts. This month, the Harvard Business Journal Blog addresses the same topic, emphasizing that:
And good design gives you an edge. How big an edge? It's the difference between getting read or getting ignored. You don't have to understand Photoshop or other design programs to be able to create clean business communications. You just have to develop an eye for the difference between visual order and visual noise.The post offers a number of basis tips for improving design, including keeping your materials simple, using pull quotes and preserving white space.
The Latino Niche Market: Last month, I posted on growing Latino population and its potential as a niche market. Now, there's an interesting article at Ocala.com that offers specific advice on how to serve the Hispanic population, which is projected to comprise one third of the U.S. population by 2050. From the article:
According to George San Jose, president of The San Jose Group of Chicago, owner of one of the top three Hispanic marketing companies in the U.S., "there are two trends entrepreneurs need to keep in mind as they begin to figure out how to tap the Hispanic marketplace. First, many Hispanics are still comfortable with Spanish as the language of choice. The grandparents may still speak Spanish exclusively; while their children may be bilingual, and the 20-something generation may speak primarily English while still being fluent in Spanish. The second factor to understand is how much family is integral to the Hispanic lifestyle. Not only does the burgeoning younger generation tend to have more children than the general U.S. population, making baby and family products a big seller, but many also have extended families throughout Latin America, offering even more opportunities." Another important factor noted by Helen Rodriguez-Burton, a Hispanic insurance professional who has spoken on the subject, is "Once you've acquired a Hispanic customer, don't overlook the importance of customer service. Offering bilingual service through a customer call center is not enough. Hispanics cherish personal contact, which leads to long-term loyalty. They're known to "talk" with their feet and never come back if they have a negative experience.Person-to-Person Marketing Though online marketing has its advantages, personal marketing never goes out of style. That being the case, you ought to be prepared when you meet people at events - for example, by developing an elevator speech. Matt Homann offers a creative way to do to do it: using Haiku. Though haiku'ing your way to an elevator speech sounds crazy, it's a sensible approach if you follow the steps that Matt recommends:
• Who do I help? (Answer in Five Words)
• What do I do for them? (Answer in Seven Words)
• Why do they need me? (Answer in Five Words)