Author name: writeminded

So, I am a really huge fan of the Impressionist movement. The Impressionist Movement, which kicked off in the 1860s and lasted until the 1880s, was all about capturing the fleeting effects of light and color, often through outdoor painting. This group of around 30 artists, including big names like Claude Monet, Pierre-Auguste Renoir, and Edgar Degas, focused on everyday scenes with visible brush strokes and innovative perspectives. Despite initial criticism, they held eight exhibitions between 1874 and 1886, showcasing hundreds of works. Today, their thousands of pieces are celebrated for their revolutionary approach and lasting impact on the art world. Whenever my husband and I visit a new museum anywhere in the world, we seek out these pieces and spend the majority of our time there, reveling in the use of light and color that is uniquely represented. I am preferential to Edgar Degas, Camille Pissarro and Monet (the one with the mistress), while my husband adores Van Gogh almost primarily. Out of those 30 or so artists that drove this movement, we can recognize the work of the artists we favor pretty easily, we can tell by the colors, the style of the brush strokes, the use of light as well as the subject, and several other telling criteria. These elements uniquely identify each artist in a crowded field of work. They uniquely represent their BRAND. I can say the same thing about authors – not many people would confuse Stephen King with JRR Tolkien, for example. Their brands, their verbiage, use of alliteration or vernacular as well as the subject matter they cover are diverse. Identifying YOUR Perspective and Brand Voice So, how do you, a small or mid-sized business owner inject your perspective, your color, your light, YOUR voice to your brans in a way that uniquely identifies your work in a crowded field? Intentionally. Look at what you bring to the table for your company, to your industry and how YOU, the individual that you are can add your own flavor to the story. In other worlds, “to thine own self, (and brand) be true.” But unlike the impressionists, there’s one more step that you as a business owner and authors have to take to get it exactly right. The Buyer Persona Factor You need to understand WHO your audience is, define them down to their name, location, job, hobbies, age, and what gets them to act, whether it be buying a book or your services. Paint a CLEAR picture of who they are, where they exist and what they need to hear from you to engage with you and your company. See, the thing is, despite all the jargon, needs analysis results and sales pitches, we are ALL people trying to engage with other people. The human perspective, using our human capacity for communication, is STILL at the heart of real growth of the best brands. it’s really a one to one conversation between your CEO, CSO, and your buyer persona, that leads them to engage with you, to become a customer and decide to work together. So, when you build your next messaging plan for your newest campaign rollout, ask your self this: Who are you? Are you Degas whose failing site led to even more beautiful work? Or are you Stephen King that uses allusion to the “good old days” gone by to lull his reader into complacency before shocking them? And who is your buyer? he or she? Alabama or Manhattan? Homemaker or executive? And what problem do they really need you to solve for them? Need help getting to the bottom of all this so your target market can identify you “on sight”? Book a call. We’re here to help. https://calendly.com/tclose-writemindedllc/30min

This past weekend, my husband and I had the great pleasure of attending the retirement party of a very good friend of ours in Toronto, Canada. The Travel Gods were kind, offering an easy flight to and from Philadelphia. We had an eventful, fun-packed weekend and enjoyed some much-needed downtime. During the party, I, the camera-wielding nightmare of my family, sought to capture the night with some photos. The man of the hour loathes being the center of attention almost as much as he hates “posed” photos. I ignored his protests and began choreographing some group photos to commemorate the momentous occasion. I got some great shots then, including one photo of all 4 generations of the men in their family. As the night continued, and the cocktails flowed, (and people stopped letting me bully them) I gave up on the orderly pics and shifted to candid photos. Stay with me, this is the revelation. Your Brand’s WHY Factor Everyone began their natural interactions in the beautiful way that a group of people who live and play together often do so well. And I began to see the Moments, not the pictures. I noted small but meaningful interactions, charged by the uniqueness of each relationship the lens captured. And it was astounding. When we reviewed the pics over breakfast the next day, while everyone loved the posed photos for “who and what” they showed, it was the Moments that drew the best reactions. Moments are about the WHY.   These images were not perfectly posed. The lighting wasn’t always exactly right. But the genuine feelings, and LIFE, the meaning, screamed from each view. So, what’s the revelation? As we parsed through the pics, the eye behind the camera, and the importance of that perspective, my perspective, became the resounding theme. My friends were ecstatic, and I was reminded that MY unique part in the creative process mattered. I dialed into the WHY story of my target audience with my eye, making it both human and poignantly personal, and it hit home – in a big way. As a content marketer and business owner, even I had to be reminded that I was a driving factor behind the voice of my work. My unique eye and perspective were as important a factor in the result as my audience’s needs were. Break the Canned-Content Cycle, and Find Your Brand Voice When we focus on producing high volumes of content, we often lose sight of our WHY. We lose our unique eye, which resonates less and decreases returns. This goes for small business owners and “lean” marketing teams as well. Bandwidth struggles turn content into a necessary evil instead of a chance for a unique creative expression of your offering. Revelation #1: It is important to check in on your company’s WHY. Put a pause on the content churn to check in on your CEO’s vision, talk to your team about what your potential buyer needs, and shift the focus of your lens to the MOMENTS your audience finds themselves in when they look for offerings like yours, and build your messaging and campaigns around lens. Focus on your EYE, blend that with your “WHY” of starting or joining your company, and what you want to do FOR your prospective clients. Then, apply that unique lens to your content creation across all channels. Your brand voice becomes a unique sound in the space, not more white noise built from buzzwords and jargon. You’ll see the results in the caliber of clients you attract. I guarantee it.

In a changing market where investments into new IT services are challenged, business owners face unique challenges in reaching and engaging IT decision makers. The 2024 Customer Journey Poster from Foundry highlights the intricate process of engaging IT buyers, emphasizing the need for targeted and strategic tech marketing approaches. Two powerful strategies that stand out in this context are Account-Based Marketing (ABM) and LinkedIn marketing. Here’s why these approaches are essential for driving leads and fostering meaningful connections with IT decision makers. Understanding the IT Buyer’s Journey The tech buying process is complex, involving multiple stakeholders and decision-making stages. IT decision makers are looking for solutions that not only meet their technical requirements but also align with their strategic goals. This journey often includes: To effectively navigate this journey, IT service companies must deliver the right content to the right person at the right time. This is where ABM and LinkedIn marketing come into play. The Role of Account-Based Marketing (ABM) ABM is a highly focused business strategy in which a tech marketing team treats an individual prospect or customer like its very own market. This approach is particularly effective in the B2B SaaS sector for several reasons: Leveraging LinkedIn for IT Decision Makers LinkedIn is a powerful platform for reaching IT decision makers, offering several advantages: Integrating ABM and LinkedIn Marketing Combining ABM with LinkedIn marketing can amplify your efforts and drive better results. Here’s how: IT service companies must adopt strategic tech marketing approaches to effectively reach and engage IT decision makers. By leveraging the power of ABM and LinkedIn marketing, you can deliver personalized, targeted campaigns that drive leads and foster meaningful connections. Embrace these strategies to navigate the complex tech buying process and position your company for success in 2024 and beyond.