Mock design suggestions

January 31st, 2012

Using a mock design can help communications projects run efficiently because everyone can literally see where the project is heading.

Of course, its value depends on the project details so here are some examples of when a mock design is useful:

  • my client AvSuper is going to use new software to produce their annual member statements so I produced a mock statement to show the software developers how we want the final statement to look. This means the software people don’t have to think of a design and I know how content is divided up so can write the content and have it technically and legally checked while the software is being developed.
  • when having an interactive table prepared for another client, I used a mock design to plan the necessary fields with the client and then gave the refined mock to the tech team so they could easily see what was required and give a look consistent with my client’s style
  • my designer prepared a mock window design to show the look and feel her client was after so that the sign writing team had a model to work from. They adjusted the design a little, using their expertise and knowledge of window design, but produced a shop front the clients were happy with without the need for lengthy discussions or costly errors
  • I went to a meeting with a client to discuss updating their website. I took some mock designs with me (based on my knowledge of their style and general communications website concepts) which made it much easier to discuss possible improvements with the client who had limited website knowledge. For instance, one mock showed drop down menus to two levels so I didn’t have to explain that terminology but could show it in their colours.

Has a design mock helped in any specific projects you’ve done? Or maybe now you wish you’d had a design mock for a project? Share your stories and help make projects easier to manage.

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Using mocks in projects

January 25th, 2012

Getting a designer to prepare a visual mock early in a communications project will cost money of course, but it can often be well worth the expense.

I am lucky in working with a  designer who quickly grasps my intentions so can produce lovely mocks relatively easily. The mocks then form a basis for developing the main project, which often does not even involve my designer.

From recent projects, having a mock prepared early in the process has meant:

  • you can put various ideas in one place so details aren’t forgotten or overlooked
  • everyone involved can see what is being discussed. Otherwise, everyone assumes they are imagining the same thing but could actually have some very different ideas of what is being developed.
  • when giving the brief to a supplier, it is easy to ensure they understand how the final version should look and to specify key details. This obviously doesn’t apply to a design-based project but is very helpful for software or contraction projects
  • for non-designer suppliers, you can get a much better result if you show them what it is to look like – they can copy the design and save time
  • you can be working content and other refinements while the underlying structure is being developed. For example, while the technical people are building the software, I can be working on the content of the user screens as I know where text will go (e.g. a heading and two short sections or one long section)

Before you start a new project and fly on written descriptions and your own rough sketches, think about the potential value of having a mock designed for your planning and briefing processes.

Are you a visual person? If so, having a mock to work from is probably much easier for you. If you’re not quite so visual, don’t underestimate how powerful a visual can be for many people and how it can aid communication. Can you remember times when a mock made a project flow better than expected?

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Take counsel from the council

January 23rd, 2012

In business, you may well have to deal with your local council for registrations, permits and various services.

Yet are you sure of the spelling of council? Some spelling mistakes will be corrected by a spell check but sometimes it will lead you to writing counsel instead which will totally change the meaning of your sentence – make it completely meaningless.

council: [noun] an administrative or planning body or committee
The local council is responsible for assigning industrial and business zones in our area.

counsel: [verb] to discuss and debate, advise, talk over; a person’s views or intention
A business coach or mentor can counsel you about your priorities and objectives.

To remember which is which, think of the self involved in counsel.

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Word Constructions slightly offline

January 21st, 2012

For the next 10 days or so, we will be in Canberra meeting with clients. I have scheduled some blog posts for you to read while I am away, but please be patient as it may take me a while to reply to any comments or emails – I will be online at times, just not as regularly as usual.

I would love to know what you want to learn about (comms wise) so let me know in the comments below and I’ll get writing when I’m back!

Use your words wisely,

Tash

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Work all year on annual reports

January 20th, 2012

Whether you run your own business or the communications for a business, if you are involved in the annual report process, have you started work on it yet?

I have learned not to just leave preparing an annual report until July. It is so much easier and quicker to write if you have been keeping notes all year. I have an annual report document where I jot notes all year (for example ’10 November new product launched, 12 December legislation changed, 10 February started our blog’).

When you come to writing the annual report you then have a list of things from the past year to potentially include in your report. It is so easy to forget something that happened early in the year so having the list reminds you.

It has also saved me time many times because the date is listed and I don’t have to search it up. Knowing the date is useful for looking up related emails or news, assessing statistics (e.g. why did website traffic spike in March?) and just for reporting the date in the annual report (e.g. ‘We launched our blog in February and are pleased with it’).

Make preparing an annual report an all year project and you can save yourself a lot of stress and worry, and produce a comprehensive report as well.

P.S. The notes are sometimes useful for other tasks, not just for writing the annual report. Have you wasted time looking for dates or trying to remember what happened in a certain timeframe?

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Define ‘you’ for clarity

January 17th, 2012

A clear message will get the best results.

An unclear message will literally cloud the waters, giving you confused, low quality or reduced quantity in results. For example, an unclear question will get meaningless answers and unclear shopping cart instructions will get fewer sales.

The word ‘you’ can be used to add clarity or obscure it.

When writing ‘you’, is it specific to the reader, a general term or someone associated with the reader? That needs to be clear, without thought, for the word to work as part of your message.

I just did a  quick survey which was aimed at parents and asked “How often do you make school lunches at home?” then “How often do your children get canteen lunches?”

In  my case, both answers were ‘never’ which may give the impression my kids starve! The reality is that I do not make their school lunches – they make their own.

Was the question specifically after how many lunches parents make or how many lunches are made at home? If the question was about home-made vs canteen, it was worded poorly and would have been better as “How often do your children take a home-made lunch to school?”

Have you seen other examples where ‘you’ is potentially misleading or confusing the message?

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Making topics seasonal

January 12th, 2012

My January enewsletter resulted in the question of how to make your topic seasonal occasionally to generate timely interest and show an external connection.

Don’t assume you can only use major events (like Christmas, the end of financial year and Mothers Day) for a seasonal flavour to your blog and newsletter. Find seasonable things throughout the year that are relevant for your clients – especially things around times when your marketing may need an extra boost.

Here is a list  of examples I’ve though of to get your creativity flowing…

  • at the start of summer, a hairdresser writing about hair care can discuss protecting hair from chlorine and salt
  • many businesses can find a new year’s link – make a resolution to get fit, sort out your accounts, update your will, care for your heath (quit smoking, visit a dentist, get your eyes tested, etc), buy new tyres or learn something new are just a few possibilities. Write about what is possible and give tips on how to achieve it
  • a car detailer could write about how to make a car nice before taking out someone special on Valentines Day
  • anyone in security (including computer security) can give tips on protecting empty homes and offices leading up to major holidays (Christmas, Australia Day and Easter for instance) when people won’t be at home
  • any business can support an awareness or fundraising event so write about your efforts even if not directly related to your goods or services – e.g. give a discount to all new parents during world breastfeeding week, offer a part of profits to the cancer council in Movember. Use the article to explain why the cause matters. The event or cause may not be related to your industry but make sure it does align with your brand and company beliefs.
  • write blog posts and newsletter pieces about clients or suppliers who do community work around a specific event (such as a client who shaves for ‘shave for a cure’ or a cafe who hosts a ‘biggest morning tea’)
  • in September or October, a VA could write about spring cleaning a filing system and a ducting specialist can write about the importance of cleaning heating ducts
  • a nutritionist could explain the benefits of hen eggs over chocolate eggs around Easter time
  • a physio interested in RSI topics will find plenty of examples during January with the Hopman Cup, Brisbane International and Australian Open underway
  • a town planner has the Tour Down Under and Tour de France to inspire posts about including bike paths in developments
  • Clean up Australia Day is a great time to post about reducing clutter (any organisers or storage solution people?) and cleaning (cleaners, cleaning product sellers and chimney sweeps)
  • a conservationist can give non-paper wrapping tips in December and environmentally friendly cleaning ideas for Clean up Australia Day or spring cleaning

What creative seasonal ties have you used in your blog posts and newsletter articles?

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How a business can volunteer

January 10th, 2012

Corporate volunteering obviously helps the community as well as being positive for the supporting business.

Don’t think that the only way to support local community is to give money donations, though. Even businesses on their own tight budget can help local groups, and all businesses can find a means of giving that suits their specific structure and products/services.

Here are a few suggestions – what else can you add to this list?

  1.  do some pro bono work – a web designer could create or update their website, a plumber can put new washers in all their taps, food places could offer goods at cost (i.e. do the cooking for free) and an IT company could do a security check of their computers. I know I have written and edited various documents for community groups at minimal or no charge
  2. offer good or services at discounted rates for events or specified periods – e.g. a bakery could offer bread at cost for their fundraising events and a mechanic could offer an annual car service
  3. offer discounts to volunteers or members of the group – for example, a hairdresser may offer 20% off for people referred form a women’s shelter or soup kitchen volunteers get a free physiotherapy check up
  4. make employees available to volunteer at a community group. This could be everyone is off volunteering together once a year or a roster of people helping once a month or fortnight. Think about what works for your business and for the group you’re helping (not all places have space for an extra 10 people at one time for example).
  5. whenever you are upgrading (computer, phone, printer, etc) consider if it has enough value to pass onto a community group
  6. offer to print their newsletter to save their costs – collating, folding and so no are also possible tasks you can offer
  7. promote the group – put a banner on your website, link to their site, mention them in your newsletters, add their logo/details on the back of your business cards, add a donation box to your shop (or button on your website) and so on.
  8. add a collection box in your office/shop
  9. have a stall at their fete or other events – your fee and attendance will help more than it may appear
  10. invite them to speak or have an information booth at your big events

What other ways have you seen businesses support their local community?

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Resolve your new resolution

January 9th, 2012

It’s early January and new years resolutions are still being discussed and worked on so today’s definitions are inspired by the word resolution…

resolve: [verb] decide upon (alone or as a vote), solve, analyse
After hearing all the evidence, the judge will resolve the custody question.
[as a noun, it means being steadfast, sticking to a course or showing mental resolution and strength]

resolute: [adjective] being determined, consistent, staying on track, focussed, purposeful
Hamish was resolute throughout the year and became due of his school.

resolution: [noun] something resolved or decided on, a formal decision or opinion from a meeting, solution to a question
The committee passed the resolution after only fifteen minutes.
[as a verb, it means resolving, deciding, analysing or  solving]

So you need to be resolute to resolve an issue and make a resolution. (Don’t say that too many times in a row!)

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Costs of a newsletter

January 5th, 2012

News headline catches a client's eye

For many businesses, sending out a regular newsletter is an effective marketing strategy. So I sometimes get asked how much it costs to produce a newsletter.

There is no clear answer to that, but here are some of the factors that will impact on the expenses for a newsletter.

  1. how long is it? A longer newsletter takes more time and effort to layout plus requires more content so will cost more than a shorter newsletter. However, the cost of 4 pages vs 2 (for example) may be worth it if it means giving good information and/or being able to produce the newsletter else often
  2. are you doing a print version? If so, you need to allow for paper/ink/power costs to do it yourself or a printer’s bill to have it professionally done
  3. how are you distributing it? Allow $1 for stamps and envelopes if mailing it, plus time to put into envelopes; emailing it will generally be much less than that but outsourcing the sending or using specialised software will still cost money. Having a pile available in store or on your website is cheaper but doesn’t have the same impact and results as getting it to people
  4. do you have a template? Your newsletter will work much better if it looks professional so get a designer to make a nice template that works with your brand. I would suggest getting both print and html versions designed, even if you only expect to use one, so you have both options available with a matching look – it’s cheaper to get two designs at once than as two separate projects
  5. what sort of content will you use? Full articles, article excerpts with the full article online or just snippets of news? Making articles to suit can be time consuming, and specific word counts can make even shorter pieces take longer to write and edit.
  6. who will write your newsletter? Will it all be done in -house to suit, collected from outside sources (e.g. members or clients’ submissions, free or paid articles), outsourced to a professional writer, or some combination? Although paid content and editing may have a higher up front cost it will require less of your time.
    TIP: If outsourcing the content (in part or all of it) you can reduce costs by providing the topics and key points to be covered so the writer can concentrate on writing rather than thinking and research time.
  7.  who will layout the newsletter each time? An expert will place content into your template much quicker than most people – again, there is a cost in time or money. However, the best results often require additional content editing during layout (such as adjusting words to avoid orphans and strange page breaks) so it’s good if your writer and designer (whether in house or outsource) can work together on the newsletter
  8. although a relatively small cost, uploading your newsletter to your website, and adjusting any supporting text to suit, also needs to be included – especially if someone else manages your site updates

No matter how the newsletter is produced and distributed, you also need to allow time to read the final version before it gets produced. Not only is this a safety measure against typos and layout errors, you can also check that everything is consistent with your brand and objectives. If you produce the newsletter yourself, ideally someone else should do a final review of it for you.

Have you priced your business newsletter? A full costing is important for an accurate analysis of costs versus returns, and many people forget about including their time as a cost.

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