Idea Overflow

Brand messaging for brilliant business owners

About meee!

I am in the process of reworking my “about” page and have made an illustration. I use this method in my brand storyboarding sessions. On the left side, I list my client’s “authority” attributes. The hard skills like degrees, diplomas, licenses. Years of experience. On the right side, there is the “empathy” list. What are the struggles that you have…

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“Your brand is what people say about you when you’re not in the room”.

I’m sure you have heard that before. It sounds like you don’t have much influence on it. But the opposite is true!

You “just” have to make your communication so simple that people can actually remember what you’re about.

If you’re a graphic designer – how are you different from other graphic designers?

If you’re a coach – why should people work with you? Pick one word, if you can.

To help you pick, here is a chart with words to choose from. Are you faster, cheaper, or more fun to work with than your competition? You may use synonyms!

As an example: A fellow list member, copywriter Kevin Freidberg has chosen “fast”. His thing is “the seven seconds website” (<-- Note: He found a NAME for his service!) And he doesn't say "7-second websites that convert, are pretty, and are easy to maintain". He focuses on one aspect - which makes it easier to remember. Genius! Once you have tentatively decided on a promise, try it out and see if you can actually say it. How does it feel if you write it in your Linkedin Headline? Maybe it helps to decide if you think about what is wrong with the other offers out there - and then pick the opposite. Or - if you're a rebel - maybe the opposite of the listed attributes inspire you more? I mean... whatever works! Do you have figured out your promise? If not - did you give the Promise Picker a try?

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The Promise Picker

“Your brand is what people say about you when you’re not in the room”.

I’m sure you have heard that before. It sounds like you don’t have much influence on it. But the opposite is true!

You “just” have to make your communication so simple that people can actually remember what you’re about.

If you’re a graphic designer – how are you different from other graphic designers?

If you’re a coach – why should people work with you? Pick one word, if you can.

To help you pick, here is a chart with words to choose from. Are you faster, cheaper, or more fun to work with than your competition? You may use synonyms!

As an example: A fellow list member, copywriter Kevin Freidberg has chosen “fast”. His thing is “the seven seconds website” (<-- Note: He found a NAME for his service!) And he doesn't say "7-second websites that convert, are pretty, and are easy to maintain". He focuses on one aspect - which makes it easier to remember. Genius! Once you have tentatively decided on a promise, try it out and see if you can actually say it. How does it feel if you write it in your Linkedin Headline? Maybe it helps to decide if you think about what is wrong with the other offers out there - and then pick the opposite. Or - if you're a rebel - maybe the opposite of the listed attributes inspire you more? I mean... whatever works! Do you have figured out your promise? If not - did you give the Promise Picker a try?

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Your 1-2-3 process

You know what you are doing, but your audience doesn’t. One important part of marketing is to explain your people’s problems. The next part is to paint a picture of their paradise – how they will feel when their problem is solved. Then you have to give your clients a roadmap that explains how to work together with you.   If you want to…

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From Storyboard to design

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From Storyboard to website

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Build a website in 5 steps

Did you notice that I didn’t write “easy steps”? I don’t think the process of building a website that attracts the right kind of clients is easy. It starts with that you have to know who “the right kind of client” actually is! In the images, you see the process that I help my customers go through, from finding their niche to…

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product ladder pricing formula

Pricing for Productized Service

I learned something useful about pricing yesterday! In my Danish biz-class, the teacher shared the pricing-formula that she found in the book “80/20 Sales and Marketing” by Perry Marshall. It is about how to apply the Pareto Principle in business. I haven’t read the book yet, but I’m happy that I found a formula that tells me what range of prices to…

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Illustrations for serious business?

Can you use light-hearted drawings to illustrate serious business? This was one of the questions in yesterday’s Lill office hours. So I shared a few examples of sites that I have designed – mostly using photos plus illustrations – hopefully it will show that stock photos (yawn) aren’t the only possibility. I’m always looking forward to my Tuesday drawing and…

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People are finding you – what now?

Last week I wrote about spreading breadcrumbs so people can find you / your website. But once they are on your site, what is it you want them to do? You need a “call to action”.  Here are two possibilities: If you have productized services, a freebie and a welcome email series in place: Get them on your mailing list! Or…

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