Sunday, August 21, 2011

Logo Storytelling

A logo tells a story.  Good one's are unique, credible, consistent, and offer a benefit I care about.

If I saw this logo, from a distance, I'd know who it was even if I couldn't read the words.

The use of a comment box in place of an apostrophe -- brilliant.  The font isn't remarkable in and of itself, but it's so simple that it makes me feel that Angie's List is too.  So it is remark-able.  It's worth spreading.

Unique?  Nothing like it.
Credible?  Yes.  A list of service providers with honest comments from customers.
Consistent?  Always.
Benefit to me?  Yes, if I need a plumber, an electrician, or a dentist I can count on the list of reviews from others like me.

And in my subconscious, it's all directed toward me.  It's not about them.

All of that -- in two words.

And Angie helps make it all come together.  She appears to be honest, caring, and one heck of a good businesswoman.

What story does your logo tell?  Because no matter what it looks like, it does tell a story.  The question is -- does it tell the story your potential customers want to hear and see?
Helpful?  Insightful?  Worth spreading?  Hope so.  Please share this -- it'll make you feel good :-)


Wednesday, August 10, 2011

"No, thanks."

Recently, I was contacted by a potential new client.  (Actually, it was the advertising agency for the client who called.)  A very successful company with a hot product.

We had a nice initial conversation.  They were interested in having me write radio copy for the personalities who do endorsement advertising for their client.  I shared with them that I don't write copy -- I tell stories.  They said they liked that and understood the difference.  So we agreed to have a conference call with the client the following week.

But something didn't feel right.  So I sent them an email suggesting we meet in person to build a solid foundation before moving forward.  No response.  A couple of days later I sent another email suggesting we talk before getting on the phone with the client.  No response.  So I called twice and left messages with the same suggestion.  No response.  (But an assistant was sending me emails to confirm the day and time of the call.)

Then it was time for the conference call.  I dialed in.  The agency folks got on the line and let me know that the client couldn't make it, something came up.  I said, "Great, we need to talk first anyway."  So we talked about current marketing campaigns -- what's working, what isn't, etc.  Then I reminded them that in order for me to help the talent tell authentic stories, I'd need to meet with them or at least have a conference call.  (I brought this up on our first call as well.)  They said that couldn't happen because the client manages those relationships, exclusively.  I reminded them that I couldn't do my best work unless I could talk to the radio personalities and hear their thoughts and ideas.  "Nope, not gonna happen."  Then they said they'd reschedule the call with the client and get back to me.

After the call I sent them an email and shared my feelings in a nice way and said, "No, thanks."  The tone of the email was upbeat, positive, and left open the door for future possibilities.  And since then, you guessed it, no response.

So as I think back to when our initial phone meeting was over, I knew something just didn't feel right.
But I gave it one more shot.  In the end, we're both better off not working together.

Oh, and by the way, I could use the money.  Not desperate, but not filling up my savings account right now either.

Trust your inner voice.  It's always right.  And don't let money make the decision for you.  By saying, "No, thanks," you're reminding yourself of what you do, how you do it best, and most importantly, who you are.

One door shuts, another opens.  I'll let you know who's behind the other door, as soon as I find out...

NOTE:  This blogpost is spreadable.  Make some toast, grab a knife, and spread it...thanks!