Category Archives for Branding

Why Create a Digital Magazine?

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efore you create a digital magazine it’s important to understand why you are creating it. A digital magazine is good for some businesses but not for everyone. There are a few reasons to create a magazine and you’ll need to choose which reason – or maybe you’ll have more than one reason.

  • To Increase Ad Revenue – Magazines are a great way to get more advertising revenue. Brands love putting ads in beautiful digital magazines because their advertisements can be interactive and more than just visual. They can also track their results easily due to the nature of how a digital magazine works.
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    To Increase Brand Awareness – You can offer a free magazine to your audience, ask them to share it with people they know, then market it online in a variety of ways such as offering it as a free gift to your audience for signing up for your email list. This kills two birds with one stone. You can market to them via the magazine and via the list.
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    To Create a New Income Stream – Earning money via subscription is a good new income stream. Even if your distribution is low, say about 1000 people, if you charge just 99 cents for the magazine subscription you’ll increase your revenue by almost $1000 a month with one publication. For small business this is a great additional income stream.

These three points are excellent reasons to go through the trouble of creating a new digital magazine. Your reasons might even be a combination of all of the above because you can charge a subscription, make ad revenue and expand brand awareness all at the same time through creating a new digital magazine.

As well as this, there are other reasons to create a magazine for your audience:

  • People Love Magazines – They are visually beautiful, and with digital magazines come the potential to become interactive and even more visually beautiful.
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    Most People Read Magazines – According to MRIGlobal's report, more than 80 percent of people read magazines regularly.
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    High Profit Margins – Even though it’s a lot of work putting together a beautiful magazine and it may take a team of experts to help you, the profit potential is very high.
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    You Have Information to Disseminate – If you have enough content to distribute and information to distribute in a new way, you may want to send it to your subscribers in magazine form.

Even though it’s a lot of work, producing a magazine is also a lot of fun. You can put content together in a beautiful way that you audience thoroughly enjoys and make it available to new potential members of your audience via the Google Play Store, Apple's App Store and for download through a link you can send via email to subscribers.

How Becoming an Author Can Increase Your Expert Status

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great way to become an expert in your niche is to become an author. Writing a book requires that you know something about your topic, and are able to communicate it in a cohesive way that makes sense to your audience. It’s one of the most tried and true ways of building up expertise status. It was an effective way to do it even before the internet, and the ease of publishing eBooks on Kindle and your website.

You Can Prove What You Know

Writing a book is a great little selling tool that consist of an easy to give away (or sell) package of information that you know. It's just all there; you put your knowledge in the book, and then you can prove that you have that knowledge because you were able to put that together for your audience.

You Have Something to Show for Your Efforts

Nothing is more satisfying than having that book with the cover showing your name bold on the front. It’s one reason people who are involved a great deal in education are encouraged and in some cases required to become published to prove what they know. Nothing works better than the process of writing a book to clarify what you know and believe.

Builds Your Credibility

You can shout from the rooftops that you’re an expert, and you may very well be. But, the book is proof that you have that knowledge. People respect it, and when they see that you're published they will believe that you have credibility, even if you self-publish. This is because you are willing to put that book out there, and take the criticism that goes with putting your ideas out into the public for comment.

You Can't Hide behind a Curtain as an Author

So many people want to hide behind their computers when working online or owning a digital business. But, as an author you need to come out of the closet and show who you really are. That's the real key to becoming an expert: being who you are, owning what you know, and showing the world.

A Book Will Increase Your Value

If you provide services, want to speak in public, or have great products, a book will increase your value exponentially. When people see you as an expert - and a book will help you accomplish that - they are willing to pay more money for your products, services and information. As your value increases you'll work less, and have more time to study more, write more and boost your expertise even more.

You'll Learn More Than You Know Now

As you write a book, you will collect a lot of information from other experts and from your own studies, and that will help you learn even more. You might even change your mind about something as you write your book. That's okay because that's what experts do. As they learn more, you know more, and you increase your expertise even more.

A Book Teaches You Communication

When you write a book, you have to put your audience first in your mind as you disseminate the information to them. This will give you a lot of practice thinking in terms of how your audience perceives what you write. You always have to write with your audience in mind so that they get what you're saying. It's always about them and how they communicate best.

A Book Gives You a Platform for All Your Other Offers

If you want a great platform in which to offer your services, expertise and ideas to others, then a book is the best way to do it. The book gives you an actual thing - whether it's digital or physical - to point your audience to when questions arise that are answered in the book.

Writing a book takes a lot of thought and planning. And if you put your best foot forward with writing it, direct it to your audience, and write what they need to know, you will advance yourself to expert status with every word.

How to Stand Out Online

There are billions of people online and you need to stand out. The good news is that there is only one you. Therefore, the best way to stand out online is to be you because you are the only one who can do that.  Here are 8 ways that will get you started today:

Create a Detailed Profile – Do not leave out any information for your profiles on social media. You do not want each profile to be an exact replica, but you do want to use every single bit of space the social network allows you to in order to create a profile that stands out. The best way to stand out is to keep your target audience in mind as you create your profile – because yes, even when it is about you, it is really about them.

Get a Professional Profile Picture – It does not have to cost a lot to have a professional photo shoot four times a year. That way you have images appropriate for each time of year ready to share with others. You can also create memes with the images if you get a variety of shots. Seek out photography students who need to build their portfolio. Get your hair and makeup done professionally and wear clothing that represents who you are (or want to be).

Share Amazing and Relevant Content – Online it can be easy to get carried away and go against your niche, but if you stay relevant and only share content that is interesting to your audience you can not go wrong. Whether you created the content or someone else did, it needs to be something your audience needs to see and know about before you share it.

Be Controversial – Okay you do not want to go crazy with controversy but you can go against trends, disagree with gurus and let people know what you really think about things without worrying about the world blowing up. The important thing is to be yourself and be true to who you are, and not to worry too much about what others think. Just be able to back up your ideas with facts.

Respond Relevantly – Do not use every response as an excuse to talk about your offerings. People do not like that online. Instead, make sure that your responses make sense based on the post. Seek to help people instead of hawking your products.

Under Promise and Over Deliver – In everything you do, build a good reputation by always giving more than you get. When people learn from others about you via testimonials or just comments about you on social media, it is remembered.

Share Your Opinion Strongly – When you have an opinion about something that you can back up with facts (even if it is contrary to what others say and do), as long as it fits in with the narrative that you want to accomplish with your audience, go for it.

Be a Good Resource to Others – You want to always be a service to others in everything you do. When you are online, everything you say and do lives forever. Even if you delete it, it is there someplace for others to see and judge. Keep that in mind and always be a good resource to them.

Standing out online is easy to do if you simply start with being yourself. No one else can do you the way you do you. Do not try to be fake and do not try to be something you are not. Do not brag and do not be silent.

 

What We Can Learn from Famous Branding Fails

Most marketing blunders can be traced directly to a lack of audience knowledge and forget to put them first. Audiences and customers want to know what’s in it for them and want to know that you get them. They do not want to be confused by your message and feel unheard. Here are some famous marketing blunders that we can learn from:

  • Coke versus New Coke: The audience liked regular coke, there was no complaint about the flavor and they had a large market share. New Coke is a good example of not listening to your audience and moving in your own direction without any thought. You must keep your audience in mind when you are creating any type of product.
    Coke customers were already happy.
  • Badly Named Diet Candy: In the 70s a very popular diet candy called Ayds came onto the market. Shortly after, in the early 80s, a horrible disease called AIDS was sweeping the nation. If the makers had kept their ears to the ground regarding trends in the news, they could have quietly changed their name and marketed the candy with the new name.
  • Bad Imagery: Choosing the right images for your marketing campaigns are very important. Think about what happened to The Beatles, ‘Yesterday and Today’ Album with their poor choice of cover. They got rid of the chopped up bloody dolls and switched album covers after the backlash. Again, you have to know your audience. Obviously chopped up and bloody babies is not a good image for The Beatles’ audience.  **Link to original cover – https://en.wikipedia.org/wiki/Yesterday_and_Today#/media/File:The_Beatles_-_Butcher_Cover.jpg
  • Underestimating the Creepy Factor: You’ve seen the Burger ‘King’ commercials, right?  The King comes into a person’s room, in their beds, and in otherwise private moments, and it is just wrong and creepy. The consensus for this commercial was ‘ick’ and soon the King was gone. Humor is a good thing to use, but you must understand your audience and the type of humor they have.
  • Being Insensitive to Various Groups: In the famous Snickers commercial, Mr. T. bullies and makes fun of a speed walker for his choice of exercise and literally shoots him with Snickers bars. This commercial was not funny and did not bring home the message of a yummy, filling, peanut-filled snack to give you energy. Instead, it made people angry and they did not even notice the product. Your audience is first; product placement needs to make them feel good about using it.
  • Going Too Far with a Joke:  You are likely familiar with Skittles Pox and while those commercials are funny, the first foray into “Touch the Rainbow” campaigns was not as funny. A commercial about a man who can not touch anything, including his grandson due to turning everything into Skittles is not funny. It would be funnier if non-living things turned to Skittles instead of killing people.  Death never translates well in marketing messages.
  • Using Bad Puns as Marketing: Maybe it was on purpose, maybe not, but when Disney Garden came out with Hannah Montana ‘Red Cherries,’ it did not go over too well. It is very important to ensure that your message is not made into a bad joke. This, of course, starts with knowing your audience, understanding modern meanings for words, and testing your message.

Most marketing companies do not mean to make bad puns, turn their company into a joke, or have the point of their advertisements missed altogether. But, it does happen. And as you can see, it happens to large corporations with experts who should know better. Maybe it just goes to show that you can not get to know your audience enough, or keep your ear to the ground enough, or test your messages enough.

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