Marketing Communications FAQs

Question:How do I give "personality" to my newsletters and marketing communications?

Injecting personality into your publication is one way to give yourself a little edge in the battle for the hearts and minds of the market. You're probably using your newsletter to "...build long-term relationships and a better rapport with customers or prospects.” Valuable content is the foundation on which this is based. Personality is the icing on the content cake. A little dose of personality helps build that reader rapport and adds uniqueness to your publication; it's something competitors can't copy so easily. The right personality can also complement the image of your brand, product, website or company--essentially reinforcing whatever impression or message you're trying to communicate. Which is all well and good. But what is this personality?

Question:How important are "looks" when it comes to marketing communications, including web sites?

A recent Stanford University study found that looks count when people judge a website for credibility. "To look good is to be good--that's the primary test when people assess a Web site's credibility," said B.J. Fogg, Ph.D, who led the Stanford study. "People evaluate TV news and politicians in the same way: presentation matters more than substance. Why should we expect the Web to be any different?" A great article by MarketingProfs.com contributor Gerry McGovern gives you the whole scoop on "looks." Read the whole article here!

Source: marketingprofs.com

 

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