Creating Design and Content that Sells

Creating Design and Content
that Sells

Presented by:
Rachel Gold

© 2012 Ingenuity Marketing Group, LLC

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


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.


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


Do you remember this story?


Great Content and Design

Why bother?
• Increasingly crowded world
• Short attention spans
• Smarter competition


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



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%



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


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.


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


The dating game

Which of these business cards would you want to go out
to dinner with?


Principles of great design

Emphasis Balance
Simplicity Movement
Contrast Repetition and rhythm
Proportion Space
Unity


Elements of sticky ideas

Unexpected/surprising
Authentic/core
Stories
Concrete detail
Credible
Emotional


Advertisement

Surprise, Story, Emotion


Holiday Card

Inside Flap Back Front


Holiday Card

Inside


Brochure


Website


Website
Core, Concrete Detail, Space, Emphasis


Educational Tools

InGenius Review: our free
bimonthly newsletter
about professional service
marketing.

Available via email and
from our website.


Thank You

Rachel Gold: rachel@ingenuitymarketing.com

www.ingenuitymarketing.com


Creating Design and Content that Sells

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