Happy CEO

Contrast

Many people have companies whose products are very technical and innovative. As a result, they produce documents to present their assets.

The whole problem is this duality between the need to produce information and the need to present it.

Many managers speak too technically, too expertly. Speeches that are too technical and too long are boring if they are not bordered.

For this reason, the presentation is no longer centered on the advantages that the customer could provide (what interests him) but on the characteristics of your products. In fact, you are talking about yourself.

The customer is not interested in you but in the benefits he will obtain from you.

Of course, your added value is to design and produce products whose quality is fundamental. The competitiveness of qualitative products is at the center of the international strategies of companies and start-ups.

Customers have multiple intelligences

They have asymmetrical brains with an analytical side and an emotional side. From this observation, it is important to improve the quality of your marketing on two axes of progress:

• The technicality, the logic, the usefulness of the information which speaks about your products.
• The beauty and creativity of the supports which must be elegant and efficient.

Your marketing should become informative and enjoyable to read at the same time.

The question is how to transform your marketing from a very rich tool into a “less boring” tool ?

User guidance

In the reading timeline, your customer naturally inspects the top of the document down and also the journey from start to finish. From this principle, everything that should enhance the interest of the reader must be found at the beginning of the document.

Thus, we suggest putting the most impactful information first, the interesting ones second and ending with the least interesting. Why ?

Because by captivating the reader from the start, the whole document will be considered interesting, even the parts announced as boring. By using this technique, one can improve the perceived quality of the document without modifying a single line of content.

If the audience doesn’t have time to read or understand the content, then it will become invisible to your customers. The world has changed, there is more and more information to process of all kinds for less and less time in our lives.

The minute of “available brain time” is more expensive than ever.

There are so many alternatives now that people can’t so easily take time for synthesis and analysis. The consumer society has taught us to always want more. This growing lack of attention penalizes innovative enterprises that do evangelism. Indeed, customers are already satisfied, insensitive to advertising solicitations and eager for a scarce resource, time.
Your customers need to quickly obtain summarized answers to questions relating to the problems they encounter in their businesses. It is therefore important to disseminate information at different levels of depth.

The art of Staging

Is your marketing captivating and memorable?
Did your communication materials available today generate pleasure or boredom to the audience?

It is essential to “stage” the content according to a well-written script.
In our opinion, you have to break away from the usual standards to come up with something different and effective. How ?

You have to be able to discern trends, openings. You have to manage to create emotions by composing a captivating and beautiful story to watch.

The use of color and images helps to send a message by conceptualizing certain ideas.

Design is essential

Why you need to make the message clear…

Clarity
Integrity
Elegance
intelligence

It is common for people to make a final judgment when they are only on the second page of the document.
You may be familiar with the first 20 seconds and first 20 words rule that produces the time it takes for a person to come to terms with an idea.

Why are we reading your prospectus ?

Readers seek to convince themselves to invest or not.

From this observation, your customers seek to create summaries with facts and figures. Logic !

But as surprising as it may seem, logic is not enough. It is impossible to convey a message without emotion. People spend hours reading information and promise to synthesize it only because they need to believe a story and because great stories convey one.

Your products and services are therefore tools of change for your customers.

People imbibe your marketing to adopt a point of view and convince you to go or not. By collecting positive information, they seek to be persuaded by feelings. Your content must be proof that they are right, not to buy, but to invest.

We are perfectly in an irrational, emotional process!

Without minimizing the quality and technicality of your offer, you need to think about:

• How to tell a good story from raw data?
• How to animate serious content into an enriching experience?
• How to enhance synthesis and conceptualization with originality?

Marketing is dead. Long live viral sharing.

Create materials that match the way people learn and communicate today.

An essential dimension of the information technology revolution is the transformation of the Internet towards the sharing of content on social networks. In business today, everything needs to move faster, so technologies are needed that make it easier to send ideas from person to person.

This transformation obliges exporting companies not only to share and disseminate but also to listen, discuss, exchange and control exchanges.

It is necessary to differentiate your product, to create both a Packaging and a Business Model different from the other players in your market, your consumer universe.

You have to “market” your products and services. Innovate to create remarkable sales materials that will stand out from the masses and impose themselves on importers looking for novelty and quality.

It’s about making the product cool, attractive, fun, distinct from the competition to make your viral marketing and brand visible.

It would be interesting to adopt a social presence and online communication strategy:

• Have the will to place the added value of your company at the center of the experience of your customers and their action plans.
• Have the will to profoundly modify the emotional state of your customers.

Your customers could share your content on the various existing social networks, target communities and promoters who would talk about your services. By designing original, creative content, you could generate a relationship of trust with your own communities who would be happy to speak well about you.

Product Care + Dissemination to the targeted audience = Viral spread

These inexpensive innovations with tangible results should be taken into account.

World consciousness

The approach we recommend to design a different and effective product is to discover your marketing from a new angle. Give your client the ability to change their outlook on the world at the moment they read your materials.

The reader should not envisage the future but rather live an experience of pleasure “here and now”.

Each element, each detail of your communication is a transfer of emotions allowing a positive projection towards the future.

“Boring damned people. All over the earth. Propagating more boring damned people. What a horror show. The earth swarmed with them.”

Charles Bukowski