[by Colleen Wainwright]
I maintain a “Doing It Right” file in both physical and digital forms to hold the best examples of marketing that cross my path (and to remind me that somewhere, every single day, someone is out there being awesome).
While there are a few high-end mailers and expensively-produced pieces in both files, the things that most delight me tend to be the thoughtful or ingenious touches that go into the communications themselves:
- An inexpensive valentine from a designer friend, sent and “signed” by her dog, Scout, whom I adore
- A handwritten thank-you card received after signing up for a new conference, from the host himself (he hand-wrote 500, one for each attendee!)
- A charming error page for a crafts website
- An unexpected online resume
- A funny, well-written Twitter bio
It’s easy to be seduced into thinking that you must sink a lot of money into making a piece of marketing memorable. But many times, just taking a moment to consider what might delight the person on the receiving end, or what might stand out while still being in line with your branding, makes all the difference in the world.
Colleen Wainwright helps people make their marketing work harder for them without putting them in the poorhouse or annoying everyone on Facebook. Her mostly-monthly newsletter is filled with ideas to help you do the same, and signing up for it costs you zippo.