5 Smart Strategies for Fantastic Font Selection

Coffee restaurant menu. Vector drink flyer for bar and cafe. Design template on blackboard background with vintage hand-drawn food illustrations.

Want to win in print? Let’s talk text.

While fonts are a crucial part of one’s design, often fonts are given merely a passing thought. However, good typography expresses personality, increases readability, and displays professionalism, ensuring your print ad delivers the right message in just the right tone.

Fonts can mark a clear difference between a piece that is awkward and amateur versus one that is sleek and professional. Don’t fast-forward through this crucial element in your project design!

Increase the Impact of Your Print Piece with the Right Font

Here are five things marketers should take into consideration when choosing the right font.

1. Readability

The most critical factor in font selection is readability.

If people struggle to read your text, they’ll probably pass on your business. Remember, script or decorative fonts are usually more challenging to read, especially in large blocks. Increasing font size and spacing between lines increases readability, whether you use simple or decorative fonts. If you aren’t sure of the best format, try several drafts and poll friends to get an objective viewpoint.

2. Instant Impact

Design, including fonts, is key to a consumer’s brand assessment.

Did you know that 72% of consumers say packaging design definitively influences their purchases? Using multiple fonts can enhance your message and captivate consumers, but don’t get carried away.

Choose fonts that compliment rather than compete with each other. Try a decorative font for a logo and a traditional font for the body copy. Or try a large, bold headline with a subtle script tagline. Logo fonts should act as an accent piece to reflect your company’s personality but use these fonts sparingly in other copy.

3. Emotional Connection

The height, curves, or angles of lines can resonate with consumers in ways you might not expect.

Take the New York Times, for example. This media giant has tried several times since 2003 to change its font and modernize its image. Each time, the paper received backlash from readers who felt upended at the deviation from what they had known and loved.

Over time, your font can become as much a part of your brand as your tagline or logo. Make an enduring, sustainable choice, and you may be surprised how it takes on a life of its own!

4. Target Demographic

To really hit home, remember your font should immediately click with your target audience.

For example, a stodgy, narrow font may work well for a cigar box but would seem clumsy for a children’s playground carnival. When beginning a project, ask yourself, “where and how will consumers read this information?” Aim for the customer, and you’ll find greater success.

5. Brand Goals

What is the overall image you want to project? Fun and playful or sleek and simple?

If you’re looking for something traditional, formal, or elegant, a serif font is usually best. If you’re aiming for a modern, sharp, or minimalist look, try sans-serifs.

From Font to Fantastic

Fonts choices have a subconscious impact on how customers process and receive your message.

Push yourself to think contextually when it comes to fonts, seeking out those that will best connect to the culture, age, or the location of people you are trying to reach. Carefully attending to these details can make a difference that lasts for decades!

Patti can help you get where you need to go with gteat affordable design for print.

4 Nonverbal Communication Hacks to Streamline Your Success

Smiling businesswoman gesturing in meeting in conference room

“Few realize how loud their expressions really are. Be kind with what you wordlessly say.” 
― Richelle E. Goodrich, Making Wishes

Do you appreciate it when you are telling a story and your listener sneaks a peek at their watch? How about when you ask your child for help with a chore and they mumble a begrudging “yes” while dramatically rolling their eyes?

Communication is a nuanced endeavor.

Whether you’re using hundreds of words or simply standing in silence, you are in constant communication with those around you. Experts estimate that a minimal amount of communication happens through the exchange of words, while up to 93% occurs through tone, expression, and gestures.

Nonverbal interactions are our primary mode of communication (coming so naturally, even the smallest child has it mastered), and it is difficult to “fake.” Nonverbals usually tell the truth, even when our words are lies.

Be a Better Communicator in Your Professional Environment

Here are four interesting strategies to use nonverbal communication to your advantage.

1. Break the Tension

In moments of high tension, people feel more defensive when they sense you are trying to “win.”

Nodding your head during a conversation communicates that you are listening and making an active attempt to understand an opposing point. Nodding can also win people over to your viewpoint, as people subconsciously mirror the body language of those around them. When you nod while speaking, it adds authenticity to your words and makes people more likely to compromise with you in heated situations.

2. Understand the Relational Bonds in the Room

Sometimes the quickest way to grow trust in a group is to figure out where loyalties lie.

One trick is to watch for eye contact. When a group of people laughs, members of the group can’t help but make eye contact with the people they feel close to.

Another clue is the direction of a person’s feet. In group conversations, if the feet of the listener are pointed at the person speaking, it conveys interest and respect. If the listener’s feet are pointed away, it often shows they are disinterested or disconnected.

3. Communicate Confidence Even When You are Nervous

If projecting confidence can determine the outcome of your conversation, how can you add weight to your nonverbals?

Confidence is something you can practice before you enter a room. Research shows that the use of “power poses” (placing your hands on your hips, standing tall with your chin raised, or raising your fists above your head), can trick your brain into feeling more confident. Do this for 30 seconds before a meeting, and you’ll walk into a room with more natural confidence, resulting in a smoother conversation and a more poised disposition.

4. Increase Influence Without Saying a Word

Sometimes the biggest distractions in a conversation are the fillers.

To establish trust while listening, avoid needless “noise” like pacing, tapping your foot, or fidgeting with your hands or pen. When you ask a question, and someone is slow to respond, resist the urge to jump back in. Remain silent for a few extra beats to show you respect this person’s thought process and that you’re confident in moments of negotiation. Quieting your impulses also helps you come across as competent and in control.

A Springboard for Success

These tips won’t make you a communication ninja, but streamlining these natural cues can help you better understand the relationships of those around you.

Intentionally sharpen your nonverbal skills, and you will build your network and streamline a path to success!

How to Effectively Guide Your Customers Through the Journey of Decision

Sales funnel vector concept in flat style

Do you want to be more intentional and effective in your marketing?

Maybe it’s time to refocus on the journey you want customers to take. As a map is to a road trip, a sales funnel can serve as a guide for your prospects.

Sales are more than just transactions; they involve several stages of decision. Push too hard, and people run. Keep it too casual, and they delay. What is the ideal balance? Creating a sales funnel (or a content path for prospects to follow) can engage people every step of the way.

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.

Here are five stages to consider as you seek to move them from a posture of spectating to the point of final sale.

1. Awareness

In this step, prospects learn about your existence.

Just like dating, before you can introduce yourself to someone, you need to catch their eye. As you consider this stage of communication, ask yourself, “what will drive traffic in our direction? What will spark curiosity or attract interest?” Combining excellent print and digital marketing will put a memorable face on your business.

2. Interest

Now that you’ve got their attention, be sure to keep it!

Here, prospects move beyond general awareness to intentional engagement. Ask yourself “what will engage them enough that they won’t drift away?” Seek to grow a top-of-mind presence while you showcase your skills and build their trust.

3. Consideration

Beyond just flirting, now two parties consider a match.

Your prospect evaluates your product or services, and you work hard to gain their commitment. Ask yourself, “what information do they need to make a decision?” Identify what is holding them back and outline unique selling points or benefits.

4. Action

Now it’s time for the big ask.

What irresistible offer or personal touch can you use to tip them toward action? Use incentives, bonus products, or hints of urgency to close the sale.

5. Retention

Did you know that the probability of selling to a new customer is 5-20 percent, while the chances of selling to an existing customer are estimated at 60-70 percent?

Perhaps the most essential part of your funnel is convincing current customers to keep coming back! After closing the deal ask yourself, “what messages of gratitude or additional incentives can I offer? How can I invite feedback, involve customers in an on-going conversation, or upsell the clients I already have?” The best part of a working funnel is turning one purchase into 10, or 10 sales into 100.

Begin with the End in Mind

To build a successful funnel, you need to start at the bottom. What is your ideal outcome? Define how many subscribers you want or how many products you hope to sell. Quantify the goal, then work backward to plan your marketing. Here’s one example:

The Apple Blossom boutique noticed that when they sent a printed direct mail teaser, about 20% of recipients visited a specific Apple Blossom URL that was created as an online landing page. Of these online visitors, 10% of browsers made a purchase. Using this data, Apple Blossom started at the bottom of the funnel to work backward for their marketing goals. The boutique wanted to make 100 sales for its spring promotion. If 10% of URL visitors would ultimately purchase, Apple Blossom knew they needed to bring around 1,000 people to this online landing page. If only 20% of direct mail recipients would visit them online, the boutique needed to send printed mail teasers to 5,000 individuals.

The Backbone of Customer Relationships

Sales funnels are the backbone of your customer relationships, helping you focus on the right customers and honing these relationships for maximum potential.

Offer people value at every stage and customers will put their trust in you with their wallets and their loyalty.

Selling Yourself Without Selling Out

Diverse colleagues talking sitting together at office desk

Lisa Price describes herself as “the accidental entrepreneur.”

She got her start in her mother’s Brooklyn kitchen, creating body butter and selling it at the flea market at her mother’s church. Customers would stop by, smell a few things, and ask one inevitable question: “Do you have anything for hair?”

Price made this her top priority and never looked back. “Carol’s Daughter,” Price’s ridiculously popular natural hair care and beauty brand, eventually became a multimillion-dollar business that sold to L’Oreal in 2014. Price says the ability to spot innovation, create something, and sell herself have been several keys to her success.

Negotiating Well and Staying True to Yourself

How do you sell yourself without selling out?

Price was committed to finding healthy ways for African-American women to care for their hair. She stayed true to this mission (though her customer base eventually included Caucasian women as well). While touting natural products in place of highly popular chemical relaxers used in salons, Price presented herself as a simple girl with simple solutions.

Her product popularity coincided with stints on the Home Shopping Network and the rise of YouTube. Price could offer product demos, educate young women looking for solutions, and bring affordable alternatives to young markets. In 2009, “Good Hair” (a documentary produced and narrated by Chris Rock) showed a can of Coca-Cola dissolving in a chemical relaxer, and momentum spiked: women using relaxers in their hair dropped from 89 percent to 36 percent in just two years.

“The Internet makes everything democratic,” said Price. “Larger companies got left behind.”

Along the way, Price grew comfortable negotiating for her company and fighting for herself without folding under pressure.

Want to emulate her experience?

While you may not feel very powerful before signing a new deal, career coaches say you have the greatest negotiating power during the short time between being offered a job (or a contract) and formally agreeing to take it.

Negotiating in these situations can increase your earning potential and ensure you’re properly compensated both now and in the future. So prepare well before coming to the table! This may include researching market averages, calculating your value (or your product value), and preparing your talking points in advance (i.e., years of experience, sales goals achieved, or unique benefits your product can bring).

Rehearsing with a friend, asking for more than your target number, and communicating with confidence can bring significant gains when you sit down to negotiate. And don’t worry about offending. Forty-three percent of job recruiters say it doesn’t impact their view of a candidate if one negotiates for salary, and 19 percent said it has a positive impact.

Price shared her advice for when an acquisition or initial salary offer isn’t right. Her script went something like this:

“I appreciate everything about this deal and am so excited, but if I have to live with this particular offer, it might be hard for me to be fully there and present. I don’t want to be distracted and thinking about other opportunities, so . . . ” Here, Price would lean in, give a specific ask, and let the chips fall. (It worked; she got more money.) When it came time to sell her company in 2014, Price said that outside of her marriage and children, this was the proudest moment of her life.

Negotiating is incredibly important because when you stand up for yourself, you tap into your skills to ask for more. This ultimately sends a message that you deserve it – which means you’re more likely to receive that request!

Exert Influence While You’re Stuck in the Middle

Senior female career professional, business, accountant, attorney, corporate, ceo

Are you stuck in the middle when it comes to your job?

Perhaps you supervise many, but you still answer to a few. Or maybe you frequently advise a superior who seems less competent than you. Leading from the middle is tough. But managers who influence from the middle are often in a perfect position to collaborate with others, solve problems, and have significant organizational impact.

Want to make the most of your time in the middle? Here are three ways to hone upward influence in this transitional season:

Honor Decisions You Disagree With

People who lead from the middle are sometimes forced to settle for less than the ideal.

In your position, often you’ll receive instructions you don’t like or decisions you disagree with. In frustrating moments, you may be tempted to badmouth the decision or the organization. In a meeting you may say something like, “I would have done it differently, but . . .” Or during office chit-chat, you may casually question your leader’s judgment.

Real leaders make the best of a situation and honor decisions in healthy, unifying ways. If you want to be respected by those around you, speak with integrity and uphold the reputation of others. This builds trust, which gives you more influence when it’s time to speak up or offer solutions.

Be Intentional

One challenge for mid-level employees is knowing when or how to speak.

When you are strategic and consistent in sharing, your perspective can make a more significant impact. What is the best way for you to communicate? Consider a short, weekly e-mail update to your boss. Highlight 2-minute success stories in meetings to put a face on your “win.” Or use printed presentation notes when sharing needs or asking for additional resources. This demonstrates thoughtful preparation and makes your request more memorable.

Keep the Big Picture in Mind

If you want to be taken seriously as a leader, take a serious interest in the organization as a whole.

Don’t just focus on your department. Instead, look for ways to lend a hand to those above, below, and around you. When your supervisor sees that you care about the whole company, you may be surprised how quickly your influence grows.

This may bring friction. Working from the middle gives you a great vantage point to see the big picture, to recognize patterns or uncertainties, and highlight tension within the organization. When you bump into turbulence, remember that trying to please everyone is impossible.

Global Portfolio Management Director Michelle Maloy, says it’s easy to doubt yourself when you’re always trying to please:

“[This balancing act] requires self-control and clarity. You need to have understanding and empathy for others, but you can’t let everybody’s ‘stuff’ allow you to lose focus.”

It’s All About Perspective

While there are times that leading from the middle is difficult, you are often ideally positioned to collaborate with others to generate new ideas and solve problems.

This allows you to gain experience, be involved in meaningful work, and affect large scale change. It is possible to successfully lead from your position while developing skills that serve you throughout your career.

Three Fantastic Print Ads (and how to make yours more memorable)

Close up  stacked newspapers with smartphone on wooden table background

Does your brain ever feel tired? Some days, that’s probably due to information overload.

According to ad agency Red Crow Marketing, the average person living in the city 30 years ago saw up to 2,000 ad messages a day. Today, experts estimate we are exposed to over 5,000 brands per day (though research suggests only three percent of ads make a lasting impression).

Want to increase exposure and impact for your marketing messages?

To stick with viewers, your print ads need to be creative and clear! Here are three compelling print ad examples, with a few insights into what makes them so great.

A Better Job is Waiting

Created by Joe Public United, this print campaign for a job portal aims to motivate people to stop slogging it out in a job they don’t like. Smartly retouched photos show bored workers at their desks, workers who sat still for so long that mold started growing on their bodies.

Need the motivation to break out of your slump? There’s nothing like spiders building webs in your hair (while you play computer solitaire) to kick your complacent butt into gear.

The Secret to Success: This ad is powerful because it resonates with the job portal’s target customers in a way that elicits extreme emotion (i.e., dismay or disgust). Move your prospects forward with messages that ring true and deliver a message that is personally meaningful to your viewers.

You Eat What You Touch

Love dogs? You might feel a little less inclined after viewing this ad.

This unconventional ad shaped a pet Pug into a perfect replica of a loaf of bread on a cutting board to stress the importance of using soap. Something about fuzzy bread just makes a viewer shudder (while immediately taking action with good hygiene).

The Secret to Success: This ad is impossible to ignore because the visual is surprising and memorable. Viewers have to look twice to find the Pug on the cutting board, and once the image hits home, the message does too. Humor is linked to higher recall and increased sharing, and funny brands are seen as more relatable, human, and trustworthy. Have fun and make people laugh with your surprising, memorable print ads!

Neighbors

In 2010, FedEx wanted to display the accessibility of its global shipping options.

A rustic map of North and South America showed a man reaching out of a window near Florida to hand a Fed Ex box across the ocean to a woman reaching out her window in Brazil. DDB Brazil used a simple visual to convince viewers that sending a package to another country takes as little time as it would to place it in the hands of a neighbor.

The Secret to Success: By using a map of Brazil as well as an easy-to-understand visual concept, DDB was able to tap into the needs and desires of its local market. When crafting your ad, look to clearly communicate how your product or service fits into consumers’ lives or work, and how it can make them better, happier, and more fulfilled.

Tactile, Memorable Print

Print is tactile. Use this to your advantage by creating ads that are relatable, memorable, and clear. Increasing print engagement will help your advertising break through the clutter of not only the hundreds of ads people see each day but the thousands of brands that are competing for your customer’s attention. We are here to help. Your local printer online at ccpress.net.

How Chick-fil-A’s Customer Service Continues to Dominate

Crazy cow sticking out of his tongue isolated on white background

In 1995, a renegade cow painted three words on a Texas billboard: “EAT MOR CHIKIN.”

From that day forward, Chick-fil-A transformed the fast-food landscape. When founder Truett Carlson began in the restaurant industry during the mid-forties, he was inspired by many customers who took chicken and wrapped it in a bun to eat. Today, Chick-Fil-A (and its cows) have reached millions through ads in television, print, and even the occasional water tower.

But Chick-fil-A is about more than great food.

Closed on Sundays so employees can rest and worship, the establishment recognizes the well-being of the people on both sides of the counter.

“We should be about more than just selling chicken,” Carlson famously said. “We should be a part of our customers’ lives and the communities we serve.”

Unfailing Hospitality

As the restaurant seeks to bring value, it has grown in net worth.

In 2018, Chick-fil-A made more per restaurant than McDonald’s, Starbucks, and Subway combined. In June 2019, the franchise grabbed the best customer satisfaction score in the fast-food industry, claiming the No. 1 spot on the American Customer Satisfaction Index for the fourth year in a row.

Outranking establishments like Panera and Chipotle, Chick-fil-A’s fans rave about its excellent service, polite employees, and consistent cleanliness. Kalinowski Equity Research founder Mark Kalinowki says Chick-fil-A’s unfailing hospitality is a huge part of the chain’s success:

“Little things like being told ‘please’ and ‘thank you’ – it feels like you’re appreciated as a customer and a human being at Chick-fil-A,” Kalinowski said. “And especially in today’s very complex world, it’s just very nice to be able to go to a place where you feel appreciated.”

Manners Matter

Humans are highly social creatures, and rudeness signals a form of rejection that cuts deep, whether we admit it or not.

Recent polling in France showed that one of the primary causes of stress was the behavior of others. Good manners increase the presence of the neurochemical oxytocin, causing people to demonstrate kindness and generosity while experiencing greater pleasure. This fuels not only connection but greater prosperity.

What might this look like during a typical day at Chick-Fil-A?

  • Often if you say ‘thank you’ to an employee, they might respond with: ‘my pleasure.’
  • Some Chick-Fil-A operators offer expired nuggets to pet owners (while the chicken is still good).
  • Others offer a “Mom’s Valet” where young families can order at the drive-through and ask employees to set the table (including the correct number of high chairs and drinks) so when they enter the restaurant, kid chaos is eliminated.

According to Davide Farmer, vice-president of restaurant experience, part of the company’s service philosophy is to empower employees:

“There are all kinds of scenarios that pop up that you don’t necessarily train for,” said Farmer. “We try to teach the principles of what it is to care for somebody so that a team member can kind of act on their own when they see an opportunity.”

Danny Cadra experienced this firsthand when he walked into his local Chick-fil-A in Lubbock, Texas. After sitting down, he was surprised when a longtime employee handed him an envelope and said, “Hey, you left your money here a while ago.”

In the envelope was three dollars Cadra left at a drive-through almost a month before. The employee tucked away the cash and looked to return it at the first opportunity.

“I was just floored,” Cadra said. “I went a whole month not knowing there was a guy at Chick-fil-A who remembered me every day, [who] brought that money every single day until he saw me.”

Customer service like that is what we all should aspire to, and we’d love to have a chance to showcase ours to you!