How to Nail Your About Page

It’s the second most viewed page on your website. You need to nail it, and you will, using two rules! Rule #1: It’s not about you.  Buyers don’t read your About page because they want to know about you. They want to know how you relate to them.  Rule #2: Connect emotionally. Emotion is the most influential driver in a purchase decision, and emotionally-connected customers are more valuable to your overall business.  You create an emotional connection by defining how your brand can fulfill their subconscious, emotional needs.  Ready to write your About page? Do the following:    Know your [...]

Pen and Purpose Got a Makeover! Here’s Why.

Hey y'all! I'm so glad you're here. Thanks for coming to check out my new look. I'm so excited about the work Kindly by Kelsea and I (cough - really just her) have been doing to reinvent Pen & Purpose. I started out thinking, "Sure, I guess my logo could use an update," but this process has been so much more than that. It's led me to consider who I want to be professionally, what I want my company to mean, and how I want to show up for my clients. My daughter was born five years ago, and I [...]

Five Content Marketing Fails and How to Fix Them

Seventy-eight percent of CMOs think custom content is the future of marketing, which means more budget is being designated to content marketing and with that, bigger and better results are expected. But here’s the truth: Success in content marketing is hard. When you hear about hugely successful content marketing campaigns or a company that does it really well, what you don’t hear about is the all the failures it took to get there. Below are some content marketing failures you may experience on the road to success and what you can do to fix them. FAIL: Using Outdated Personas to [...]

2019-07-23T16:57:13+00:00 May 8th, 2019|Tags: , |0 Comments

5 Tenets of Successful Business Storytelling

Why is easier to recall how Jack and Rose met than when and where the Titanic sank? You, and about 500 million other moviegoers, know their story. Stories are memorable because they help us connect. The same principles apply to business storytelling. Companies tell stories to tap into the emotions of their buyers and help them feel a personal connection to the brand. When developing brand stories, consider these five elements: 1. The Meaning. Meaning taps into a deeper emotion than an external desire. It’s what tells consumers “this is for me” or “this feels right.” (See: The Hero and [...]

2019-07-23T16:47:47+00:00 June 15th, 2018|0 Comments