How to structure emails so people will read them

It’s no secret that people read emails differently than a book or magazine. And when it comes to email structure, F apparently stands for fantastic. According to a Nielsen Norman Group study that tracked subjects’ eye movements across the screen, readers typically view Web content in a F-shape pattern. The average reader scans the top […]

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To accomplish more, lead with kindness

Growing up, the only business role model I had was my dad. He was wildly successful and ruled his company with an iron fist. He led with fear, and people in his wake were often left shaking in their figurative boots. His motto was, “Look out for number one.” As you can probably tell, this […]

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‘Clickbait’ headlines won’t help you in the long run

We’ve all been there. You’re scrolling down a page, and there it is: a cryptic headline that promises to reveal something shocking, life-saving or unbelievable … all you have to do is click. Sadly, the content behind the link is usually as disappointing as the headline was mysterious. As marketers, we know that measurable results […]

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How empathy can help you reach your goals

Since I met my husband (flashback to Boston 1994!), he has consistently reminded me to put myself in others’ shoes so I could truly understand their points of view. When I was younger, this was hard for me, to say the least. Growing up, I had a clear set of rules about what was “right” […]

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Plant some evergreens in your marketing landscape

Oktoberfest is over. Leaves have begun to fall. We’re preparing for the end of another year – and ramping up to our busiest season. As we deal with expiring budgets, rush projects and holiday travel schedules, creating content for regularly scheduled marketing pieces can get pushed to the back burner. With a little bit of planning, […]

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Design to your tastes second, and your client’s first

Design is a personal process. We all have different tastes: Some like loud, bold colors and dramatic lines, while others prefer muted, understated colors and soft curves. Compromise between differing tastes can lead to lukewarm or disjointed design, rather than a happy medium. Individual tastes range wildly, and as a designer, my projects run the […]

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3 keys to selling your big idea

Last year, we discussed the importance of shaping your environment to foster innovative thinking. But what do you do once you’ve struck idea gold? You can get exposure to peer leaders at local entrepreneurial tech hub 1871 and other “co-working spaces,” where small businesses and freelancers share office space to cut overhead costs and encourage […]

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