Use Short Deadlines to Get Lasting Results

Posted April 9, 2019 by pinnaclegfx
Categories: Uncategorized

In a recent study published in the Journal of Consumer Research, scholars found that longer deadlines can be a detriment to workers.

The study asked volunteers at a local community center to answer a short survey about retirement planning. One group was given seven days to access the online survey, while another group had 14 days to respond. Results showed that, though the 14-day group gave more thoughtful responses, they were more likely to procrastinate or skip the assignment.

A second study revealed longer deadlines affected outcomes on tax filings. In this research, a short deadline group received their “lost” W-2 tax form later (closer to the filing deadline) and had less time to complete their taxes. Despite the setback, the short-deadline group spent less money than their peers to get the same job done via tax professionals or self-help software.

Beat Those “Last Mile” Blues

Do you struggle to take projects across the finish line in an efficient manner?

There’s a reason! Parkinson’s law states that “work expands so as to fill the time available for its completion.”

Longer deadlines lead people to set easier goals and decrease effort, costing more time and stress overall. Researchers also found that longer deadlines sometimes make workers think an assignment is harder than it is. When people commit more resources to a difficult task, they procrastinate and are more prone to quit.

For managers and workers alike, it is important to set achievable goals and appropriate time limits using four simple strategies.

Think Small

Procrastinators who avoid finishing struggle to break projects into manageable tasks.

To overcome this barrier, psychology professor Joseph Ferrari (author of Still Procrastinating: The No Regrets Guide to Getting It Done) recommends a narrow focus. “People who have trouble finishing a project don’t have problems seeing the big picture,” Ferrari said. “It’s how to break it into manageable tasks that can be paralyzing. Just do something now. Start something and get going.”

Starting small breaks your fear of failure and shortcuts perfectionistic hang-ups.

Stay Disciplined

Sometimes when the finish line is in sight people accelerate the pace but lose focus.

Discipline slips, which can lead to delays. Overriding budgetary constraints, ignoring quality control checks, or fast-tracking publications can bring painful consequences. Instead, stay on track with small deadlines to ensure work on larger projects is done in a timely, precise manner.

Call in the Closers

Burnout and fatigue are genuine risks near the end of a project, and high-value contributors are often needed to airlift the next big project.

Consider deliberately structuring your team so starters take a project to 90 percent, while fresh eyes step in for the final spit-and-polish.

Use Incentives

When deadlines are distant, shift attention to everyday outcomes.

“Can you get that to me by the end of the day?” isn’t a request many people like to hear. But quick turnarounds can actually boost morale because lethargy breeds inertia but accomplishment spurs accomplishment.

From cash incentives to extra work-day coffee breaks, consider attaching small perks to fast-action deadlines. Self-starter rewards can work for yourself too. When writing her thesis, one grad student filled a glass jar with tantalizing chocolates. Throughout a year of writing, she rewarded herself with one truffle per week as she stayed on schedule. Progress was visible, and the rewards were sweet. When the jar was empty, the project was done!

Short turnarounds on urgent tasks elicit attention and improve outcomes. Whether you’re managing yourself or others, consider adding incentives, bringing in closers, or breaking large projects into daily deadlines to achieve better results.

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5 Elements of Stunning Letterhead Design

Posted April 5, 2019 by pinnaclegfx
Categories: Uncategorized

Personalized mail is a special commodity these days, especially something that looks smart or sophisticated.

And everyone agrees that there’s a huge difference between a typed letter on a bland white page and one aligned smartly on a beautifully designed letterhead.

While many view letterhead as an afterthought, it’s time to raise the standard!

A sharp letterhead can communicate proficiency, increase response rates, and make your communication more memorable. As you craft a unique, professional look, here are some elements to help you cement your image without overplaying your hand:

1. Embrace Simplicity

One of the guiding principles of letterhead design is to make it flow simply.

While it’s important that your letterhead looks and feels great in the hand, it should still play second fiddle to the communication itself. If designs are too bold, you run the risk of competing with the page content to demand reader attention. When in doubt, simple is best.

2. Represent Your Brand

Letterheads present companies with a great opportunity to represent a brand with sharp fonts, crisp logos, and subtle borders or shading.

Look for ways to draw the designs of your website, envelopes, and letterhead into a more cohesive unit and add some extra depth to your marketing mix. When trying out size contrasts, try to balance the shape of your images with the offset to create a connected design.

3. Don’t Be Afraid of White Space

Like silence between musical notes, a break between elements communicates elegance and ensures a quality user experience.

White space is not “wasted” space, instead, it balances elements, organizes content, and creates spatial proximity so your readers can digest information quickly and simply. Use generous amounts of white space between a large heading and a block of subtext. Or experiment all text flush left or flush right to create more white space between margins.

4. Use Colors Wisely

On printed letterhead, nothing communicates like color.

Use color strategically to draw attention to specific areas of your letterhead, or to add subtle shading to a more grayscale design. If your brand features bright and bold colors, it may be best to use color sparingly in the letterhead but more prominently in your envelope design or packaging. Color can make or break the success of your design, so tread lightly.

5. Don’t Overlook Details

The most critical information to communicate in letterhead is your contact info.

Who is writing the letter, a company or an individual? Decide which pieces of information are critical and build your design around this hierarchy. Keep key information obvious and reduce print size for lower priority info. If you are updating designs or re-ordering, take a fresh look at your materials. If the company you are sending to no longer utilizes a fax machine, perhaps it is best to omit this number. If your organization is larger, consider tailoring several letterhead designs to specific departments.

Letterheads remain an integral part of a brand’s marketing mix. Inject new energy into your designs with thoughtful layouts, creative contrasts, or complementary envelopes that keep your messages stand out in a crowd!

3 Simple Resets to Squash Stress at Work

Posted April 2, 2019 by pinnaclegfx
Categories: Uncategorized

32-year-old Amy Alabaster had recently been named VP in her company as a successful New York sales executive.

She had friends, a wonderful marriage, and many professional accomplishments. But one day, the weight of her responsibilities came roaring in as she awoke on a bench outside a West Village restaurant.

Alabaster later learned that she had fainted on a flight of stairs and her blood pressure was so low EMTs could hardly move her. Though she considered herself happy and healthy, doctors uncovered her problem with one simple question: “Would you say that you deal with a lot of stress?” Amy said this unraveled the real issue:

“I had never been asked this question before. Like so many other companies, mine had downsized after the economic pitfalls of 2008 and I had absorbed many responsibilities after the layoffs. I thought incessantly about work. I talked about it all the time. I couldn’t turn off, ever. I checked emails and my blackberry constantly. I even dreamed about work, sometimes confusing what was real and what had manifested in my slumber. The last vacation I had taken was stressful because I was so uncomfortable with what could be happening without my oversight and control . . . My doctor said that almost every health-related issue could inevitably be drawn back to stress.”

How to Self-Regulate When Your Tank is Low

What about you?

Does your job cause low-grade stress that never quits? While many people enjoy their jobs, all of us can benefit from a daily internal inventory. When you are running on empty, medical experts offer several tips to self-regulate.

Reset Yourself Internally

Intermittently, close your eyes, lean back, and take three full, deep breaths.

When you feel stressed, force yourself to speak more slowly. This will clear your thoughts and allow you to act more reasonably in challenging situations. When you find something upsetting you, make a tangible choice to let it go. Refuse to show emotion and quickly unclench your teeth (or fists!) and move on. Effective anger management is a tried and true stress reducer!

Reset Yourself Physically

When we get busy, we forget ourselves.ake it a priority to drink plenty of water, to move around, or to eat small snacks during the day. Take short walks outside or do a few jumping jacks or stairs. Continually adjust your posture to avoid muscle tension or a slumped emotional state. Try these exercises:

  • Shoulder Rolls. With arms hanging freely, breathe deeply and exaggerate rolling both shoulders forward then backward 10 times.
  • Chin Tucks: Place one hand on your chin and the other behind your head, gently pushing your chin toward your Adam’s apple for 10 seconds to relieve tension at the base of your skull
  • Pectoralis Stretches: Clasp hands behind your back and lift up as you squeeze your shoulder blades together. Hold ten seconds and repeat three times. This is especially effective for those hunched over a keyboard.

Reward Yourself Regularly

Plan something enjoyable for the end of the day and build key relationships or hobbies into your routine.

Leave a few chores undone and care for yourself! This will refresh your body and sharpen your mind for creative solutions tomorrow. Alabaster says she now prioritizes eight hours of sleep each night, locks her phone in the safe during vacation, and she finds small ways to increase joy each week

“Professional achievements still mean a lot to me. Success, however, is in the process of being re-defined. Prioritizing my well-being is the lesson I’ll be learning for the rest of my life. After all, what is success worth if we’re not fully present to enjoy it?”

Small Business Twitter Tips for 2019

Posted March 29, 2019 by pinnaclegfx
Categories: Uncategorized

If you’re a small business owner, you know time is limited.

Usually, your task list far outweighs your capacity for meeting your goals. When identifying social media objectives, you have to be clear on the what, why, and where you will engage.

How Can Twitter be a Valuable Resource for You?

Stats show that Twitter is still an effective way to connect with a broad range of customers.

Forty-seven percent of people who follow a brand on Twitter are more likely to visit that company’s website, and 75% of companies with an online presence are now using Twitter for marketing. Twitter’s own study found that Twitter users, compared to the general online population, were more likely to discover or try new things and were more receptive of change. Twitter can help you reach broader audiences and engage with a generation that values interaction and experience.

As you evaluate your Twitter marketing in 2019, be clear about your goals. Do you want to increase brand awareness? Offer customer support or increase online sales? Also, evaluate what kind of Twitter voice you want to have. Some Twitter accounts exist to respond to customer complaints while others seek a playful or promotional tone. Find a persona and stick with it to build trust and continuity with readers.

Twitter Metrics That Matter

Next, take a peek at these performance metrics as you consider how to engage:

Post Native Media

Twitter favors posts that are uploaded to its own platform more than sharing from another platform, so it’s always better to upload something directly.

Uploaded photos and videos will receive a larger preview treatment than external links.

Use Video Frequently

Video Tweets are six times more likely to be Retweeted than photos and three times more likely to be Retweeted than GIFs.

Studies found that regardless of length, in-feed video ads were effective in introducing products, creating buzz, or communicating a brand message.

Get Eyes on You

Want people to Tweet more about your brand or product?

Add a branded generic business hashtag to your bio and share it in all your print and digital marketing. Pin upcoming events to the top of your page, tag other businesses or customers when you post, or consider giving people discounts when they make a reservation or win a special trivia challenge through your feed.

Play With Words

Part of Twitter’s appeal is that it’s short and sweet.

Marketing hashtags are a punchy way to launch a campaign or to connect all other Tweets about your company or product (classics include #TweetFromTheSeat by Charmin or the #WantAnR8” driving surprise days by Audi).

Hashtags give your Tweets context and give conversations longevity and momentum. Hashtags aren’t case sensitive, but adding capital letters can make them easier to read, like “GoForGold” versus “goforgold.” Short, distinct hashtags are more likely to get used. During recruitment season, colleges on Twitter may use the hashtag “#NSD2019” instead of this, “#NationalSigningDay2019.”

Refresh and Repeat

Many users are on Twitter for quick bursts of time so even daily posts can be missed.

Don’t be afraid to resource your material and Retweet the same material several times. You can change photos, captions, or the featured media but attach the same content several times over the course of your marketing schedule.

As you grow on Twitter, be sure to listen! Twitter offers a great platform to hear what customers are saying, to keep a pulse on industry opinion, or to network with other businesses. Some of these people may end up being your most valued customers or your next project partner!

Four Design Keys Every Novice Can Master

Posted March 26, 2019 by pinnaclegfx
Categories: Uncategorized

Ever feel stuck in a rut when it comes to your print or graphics capabilities? “It’s impossible,” you say. “I just don’t have an eye for design.”

There’s hope for even you!

In today’s generation, incredible graphics, fonts, and digital capabilities are literally at our fingertips. And while design may not come naturally to you, everyone can make their projects look better. Whether you’re creating newsletters, small advertisements, or presentations, here are four concepts that are fundamental to every well-designed print project.

1) Proximity

The main purpose of proximity is to organize.

When you begin your layout, remember that items relating to each other should be grouped close together. This reduces clutter and gives your reader a clear sense of structure.

When you’re thinking about proximity, organize your elements as groupings that form one visual unit rather than scattering around several separate pieces. Physical closeness implies a relationship, so items not related to each other should be spaced apart, while elements you want to connect should be grouped.

Don’t be afraid of white space! Sprawling elements throughout a page to avoid white space will make a piece more visually challenging for your viewer to comprehend.

What to Avoid: Too many separate elements on a page, grouping unrelated items in proximity, sticking things in the corners or the middle to avoid empty space.

2) Contrast

Contrast is one of the best ways to add visual interest in your page.

Contrast excites the atmosphere, draws the eye, and clarifies communication. Contrast is nothing if not bold, so one goal of contrast is to avoid elements on the page that are merely similar. If fonts, colors, or outline borders are not the same, then make them extremely different: white on black, 24-point font above 12-point font, or neon shapes near pastel text boxes.

What to Avoid: Being wimpy, using similar typefaces, highlighting a non-focal element, creating unnecessary chaos on a page.

3) Alignment

Alignment unifies a page and creates flow and personality.

Nothing should be placed on your page haphazardly. Every element you use should connect with other elements to create a clean, sophisticated look. When items are aligned, the result is a stronger cohesive unit. Be conscious of where you place elements and align pieces in a page even when the two objects are physically far apart (like a top headline with the bottom footnote).

What to Avoid: Using multiple alignment styles (i.e. some center, others left) on one page or always defaulting to centered alignment.

4) Repetition

Repeating visual elements of design throughout a piece will bring consistency and strengthen the unity of your projects.

Repetition can be used with colors, fonts, bullets, graphics, borders, subheadings elements, or anything a reader will visually recognize. Repetition is a conscious effort to unify all parts of a design: elements repeating through various pages, colors displaying patterns, drop caps in lead paragraphs or sidebars in successive layouts.

What to Avoid: Making repetitive elements too subtle or infrequent, being haphazard rather than intentional, or repeating an element so often it breaks the flow or the document as a whole.

While design may not come naturally to you, everyone has room to grow. By using these four principles, your work will look more professional, unified, and interesting. And you will have more fun creating!

How to Survive the Off-Season Sales Slow-Down

Posted March 22, 2019 by pinnaclegfx
Categories: Uncategorized

Subject: How to Survive the Off-Season Sales Slow-Down

Vancouver’s Whistler resort, owned by Vail Resorts, is currently the most-visited ski venue in North America.

But as one of Vail’s 19 prestigious resorts, Whistler still deals with the reality of seasonal slumps. Part of Whistler’s off-season strategy includes summer activities like carnival games, ziplining, and bear-viewing.

Vail has recently taken a more aggressive ticketing strategy as CEO Rob Katz made the $899 “Epic Ski Pass” the centerpiece of its pricing structure. This upscale pass provides visitors unlimited skiing at Vail’s 19 resorts and partial access to dozens of resorts worldwide.

The effect has been substantial, with 2018 revenues rising 41.5% in just one quarter! With the Epic Ski Pass, Vail also removed discounts for skiers paying in advance on one- and three-day passes, instead limiting these discounts to early-season purchasing. While this has drawn criticism, county councilman Steve Anderson praised Katz’s bold move in incentivizing off-peak sales:

“For a company that runs a ski hill, that makes good sense because they get a lot of cash coming in when they are not in peak operating season, and as you get closer to the lifts opening, these bargains start to disappear,” Anderson told Business in Vancouver.

Strategic Sales Cycles

Every business has its slumps, and accounting for slow days is critical.

As you prepare your yearly budget, consider peaks and valleys in revenue and be creative in planning sales or service bundling options.

Resourceful entrepreneurs say it is helpful to break sales cycles into six seasons:

January-February

Post-holiday lulls may bring purchasing drop-offs, so smart businesses work to craft sales around health-related themes, branding or re-order opportunities, February holidays, bedding/linens/cozy comfort items, or electronic upgrades.

March-May

Spring is a time for renewing, cleaning out, or vacation planning.

Incorporate “think spring” themes like outdoor activities, Easter or gardening, trimming or tidying, tax-time incentives, or “going green” options. By April, finalize your summer sales campaigns and prepare to roll out hot new products or services.

Early June to July

Enjoy that summer freedom with longer days and lazy schedules.

People are spending plenty of time outside, so build your messages around recreation, refreshment, family, and everything that’s free and easy. Think weddings, outdoor gatherings, or strategic fall planning as you connect with your clients and plan your next move.

Mid-July to Early September

As vacations become memories, think ahead on school prep, fashion, fall landscaping, and new routines.

At this time, people are ready to stock up, plan ahead, or solidify year-end business goals. Also, a relatively new phenomenon is changing the second half of summer: Amazon Prime Day (mid-July).

As people take advantage of Amazon’s sales and free shipping that day, many online and e-commerce retailers also offer Back to School specials on this day. Even merchants who aren’t on Amazon tend to see a bump on Amazon Prime Day, so consider how you can grab this momentum and turn it your way!

Late September-October

Now those new rhythms are established, and the holidays are just ahead.

This season sees people finalizing home repairs or DIY projects, locking down system upgrades at work, and making major contacts before the holidays arrive. Find your client’s problems and find creative ways to help, because everyone likes a strong start to the fall season!

November-December

In this season retail sales explode and businesses plan for changes in the new year.

Whether this is your slow season or total survival mode, these months can make or break a business. Review data from previous years, tighten up shipping, or set aggressive agendas for the new year. Woo customers through holiday sales, Christmas greetings, or other incentives.

No matter when your slump hits, remember to push hard during the busy months and be strategic in the off-season. Set aside cash for slow months, plan for busy seasons in advance, and keep evolving in your skills. Your best years are still ahead!

Four Strategies for Crafting Unforgettable Content

Posted March 19, 2019 by pinnaclegfx
Categories: Uncategorized

Andi Bell, the World Memory Champion of 2002, appears to have memory superpowers.

He can memorize the order of several decks of cards and recall them on the spot. How does he do it? Bell uses a location-based memory strategy, like this:

Bell picks a route through London and walks it repeatedly until it is fixed in his mind. As he walks, he associates cards of the deck with a character (like a bear or a pineapple), then connects each character and card with a site along his route: the bear becomes the House of Parliament, the pineapple becomes Buckingham Palace, etc. In this way, the deck transforms from a string of facts to a story to share. Each deck has roles that come to life mentally as Bell “walks the plot” of his route in London.

Make Your Words More Memorable

While you may not have memory superpowers, we all recognize the power of retention and its impact on marketing.

When you share memorable content, it shapes people’s perceptions and positively disposes them toward business with your company.

Do you want to bring your brand story to life and make your marketing messages more memorable?

This is harder than it used to be. In a recent study, Microsoft found our average attention span has decreased from 12 seconds (in 2000) to about eight seconds today, with viewers exposed to up to 5,000 ads daily.

Audiences are bombarded by content, so yours needs to be memorable! Here are four principles to keep your communication as “sticky” as possible:

1. Follow the Rule of Seven

Sales are more than transactions; they involve a journey of decision.

People can’t buy from you if they don’t know you exist, and they won’t buy from you if they don’t trust you. Typically, people need to see your message at least seven times before they consider your offer. Don’t expect people to respond immediately. Offer different methods to replicate your story to increase the odds that they’ll respond.

2. Use Powerful Headlines

Advertising guru David Oglivy estimated that, because four out of five people only read the headlines, when you write a good headline, “you have spent eighty cents out of your dollar.”

Since we encounter volumes of content each day, we can’t possibly read it all. Great headlines come in many forms. Some are short, others are newsworthy, and many feature a strong product benefit. The best headlines are specific. Which of the following impacts you more?

“How to Improve Production Yields This Season”

OR:

“This Little Mistake Cost One Farmer $3,000 a year”

3. Be Funny

The most memorable messages make you laugh.

When Clutch Media interviewed consumers to find what kind of ads they prefer, people overwhelmingly chose ads that made them want to eat or laugh!

Humor is key to making content memorable, especially when messages are specifically tailored to your audience. Data showed that 53 percent of consumers are likely to remember content that is humorous!

4. Use Detailed, Personalized Stories

Which is more memorable: A stroke response fact sheet or a heart-wrenching brochure about a woman who dismissed her husband’s fatal symptoms when he said he was “just tired?”

Stories share messages in solid, emotionally moving, unforgettable ways. The more people connect with a story, the more they’ll remember it, so use stories that are specific, personal, and relatable to the clients you want to reach.

Package It With Perfection

In the end, HOW you share is just as important as WHAT you share.

Looking to package your content with noteworthy style? From stunning sell sheets to dynamic postcards and brochures, we’ll bring superior craftsmanship that is guaranteed to add impact!