Humans make decisions based on emotions, so what better way to provoke emotion than with images? On this Feature Friday episode of the ROI Online Podcast, Steve talks with Creative Strategist Megan Giles about the importance of design and its impact on your business’s marketing. Megan is the graphic
Humans make decisions based on emotions, so what better way to provoke emotion than with images? On this Feature Friday episode of the ROI Online Podcast, Steve talks with Creative Strategist Megan Giles about the importance of design and its impact on your business’s marketing. Megan is the graphic designer at ROI Online and founder of MG Graphics. She believes that a great, beautiful design is important but what’s really going to make an impact are the words you use and the strategy behind it. Megan helps clients with their marketing messages and designs every piece of marketing content to lead readers to your call to action.Most people think marketing materials are just supposed to be pretty layouts and designs, but they are vital tools for your business. You have to make sure you are communicating your message in the right way. Among other things, Megan and Steve discussed:Megans’ experience and backstoryWhat Creative Design isHow to write a creative brief for graphic designCreative strategy in marketing and what it meansThings your website designer might be doing, but shouldn’tHow to design a content strategy that helps you grow your businessYou can learn more about Megan here:Follow Megan on LinkedInRead the books mentioned in this podcast:The Golden Toilet by Steve BrownThinking of starting your own podcast? Buzzsprout’s secure and reliable posting allows you to publish podcasts online. Buzzsprout also includes full iTunes support, HTML5 players, show statistics, and WordPress plugins. Get started using this link to receive a $20 Amazon gift card and to help support our show!Support the show (https://cash.app/$stevemfbrown)
So you said that the important piece there was content strategy. So how how do you design a content strategy? So, of course, it all comes back to your main goal. What are you trying to do with it? And, uh, story brand turns you go through all seven steps, talk through the hero. What? They're frustrated with their problems. Give him a plan and which leads them to success. But you also have to define failure in there so that people realize, Oh, if I don't work with this person, then this could happen to me. So I do want to work with them because I want all the success in the world. Um so thinking through all those different pieces when it comes to content strategy and then adding in where I come in is adding in the visual elements of things and a good example that you pointed it out earlier was on my website. I have an image of a sticky note, and on it it talks about it has check boxes checkbox right. Copy checkbox for design, my logo check box for brochure design, a brochure and the last check boxes cry. And that's the one that's checked because when building a marketing plant, you need a team, and if you try to do it all yourself, you're just gonna end up crying.
Yeah. So what I'm curious about is I always get this question. Do Web designers right? Content? They do, but they shouldn't always. So, uh, I do think that is a skill set a lot of designers need to hone in on. So that then when they receive the content and the copy from professional copywriters who really do know how to write good copy, they can adjust the copy for the design if needed. Because sometimes copywriters do get a little heavy handed on the words they use. And so we got to rein them in a little bit and be like nobody's gonna read this much Copy. We need to narrow focus in and narrow down to the main point here, take out a couple of sentences. Uh, but just writing copy from scratch. I don't think there's many Web designers out there who are great at it, and I'm one of them for sure. I am not good at writing copy from scratch, but I can edit with the best of them. So I think that I think we should define for business owners when they think about Oh, I need to go to a web designer to get my website redone. Okay, but there's a lot of players that they should consider. Who are those people? Absolutely. So you need a content writer, a strategist, somebody who's going to be thinking the 30,000 ft view of your website and how it needs to be designs from the high level. Then that person is going to work with a content person, somebody who's going to write the copy for each of those pages. Then you hand it to a designer like me who will help bring those words to life so that people want to read them and then you pass it to a developer. There is a difference between a designer and a developer. A developer makes it work online. They know how to code. They love the coding, but they're not. They don't always see visually how that should work. But if you if I hand them a picture and I say make this website look like this, they can get it done immediately. So really there there's four main people. You need main skill sets to build a website, and not many people have all those four skills. You said that so well that's you just described are quick start process. Okay? And that's why we were like, we found a gym when Megan became a part of our team because she fit in there perfectly and complemented that process. But so many business owners expect that developer to do all of those. And that's why they end up frustrated and the poor developers just trying to make them happy, Right? But they weren't set up for success exactly. Yeah, I wish more developers would realize that they need those extra pieces and say, Okay, I will build you an amazing website, but first you need to talk to these three people on my team.
So tell me how how How do you write a creative brief for graphic design? So my thought is similar to a content strategy. It all starts with your end goal. What are you trying to do with this piece? Whether it's a website or brochure, a bookmark randomly. I have designed one in the last week. Um, and even your business card. What is your goal with it? It's to get people to take some sort of action. So I always begin with the end in mind. Mhm. And so is there like a framework you follow, or is there like, a kind of Give us some insight on how you systematically walk through that, uh, systems I love systems and processes. Mine are not ironed out completely yet. Um, we expect that with the flow of the conversation, we would expect that from a creatively person, right? Right. I love the idea of processes and systems, but I also I feel stifled a little bit when I when I get into them, uh, when I'm in a creative mood, I don't want to follow a system. I want to just go with the flow and see where it takes me. But how does that apply to business? I mean that a business owner is not going to really accept that as a legitimate business process. And so I'm one of the things that really excited me when I learned about Story brand and where that's we have a common. We have a common experience in our background of story brand as well, right? And you're our creative lead for Ry Online. But often times I think that process misses out on a bigger thing where you come into play, and that's by following that story brand process in an emotional application as well. Would you disagree? I guess I do loosely use everything I've learned as a story brand guide. So the Seven Steps, while I do think through content wise on that, I do think through it creatively and visually. How can I represent each of those pieces?
you know, one of the questions I always get is and I'm curious about. Your answer is what is creative design. So creative design would be the supporting role in your market overall marketing strategy. So you have your content and the words you use matter for sure. But again, nobody is going to read those words unless you draw them in with design. So you have to creatively think through how the end user is going to read it so, and that's where your type treatments come in. So big headers, the fonts. You use matter because they can create a an emotional connection with the end user, depending on who your target audience is. Um, so when you when you say emotional connection, I think that's a missed aspect in when people are approaching creative design, especially to solve a business problem. Why is that emotional aspects so important? Because that's how we make decisions based on emotion, even the big, high up CEO, And it's been proven over and over again in lots of studies, which I cannot quote. But I do read a lot of business books that quote those studies. Yeah, there's a There's a part of the brain. The old part of the brain, the brain stream stem that no decision is approved until the brain stem. I call it the bodyguard signs off on that decision, and it's it can't process words. It can't process language. It does it based on emotion. And I think that's so neglected when people sit down and go, Okay, we're going to do this strategy, this marketing strategy, but they don't take into consideration all the things in your world for sure.