Search results

This is an informative guest post by Peggy Van Allen, Designer and Color Anthropologist President of Color Marketing Group. We at NLC are blessed to have so many wonderful partners who help our clients. Thank you Peggy! _____ There is no “easy button” when it comes to choosing colors to represent a brand. If you google “color in branding” there is plenty of advice out there that attempts to explain color psychology and symbolism. Think of this as only your starting point. I believe most marketers understand the importance of color and the power of color in branding. Color touches us emotionally and is a dynamic tool to connect with customers. It is one of the most critical decisions in logo design. The colors chosen must convey the personality of the brand in unison with the design. I say colors, plural, because it is seldom a single color when developing a brand strategy. Also, there is the current trend for more dimension in logos which requires more color and/or gradations. As you likely have recognized, there are some companies that have so successfully marketed their brand that one could say they own the color. A few have even gone so far as to trademark their color. But back to the strategy. When developing a brand strategy or the story of your brand, you are looking at the logo, the fonts, their placement and use, stationary, social profile and more. What is the color that best represents your brand personality? The color, in tandem with the design of the logo, should: 1. make you easily recognizable 2. help you to stand out from the competition 3. increase your profits Once you have done the homework of identifying what your brand personality is, you probably have some descriptive words for your brand. Looking at those, you may already be thinking of colors that you think represent the traits. You will need to pick one core color and several supporting colors. Starting with the most basic color psychology information will give you ideas about how certain colors can trigger emotions and you can use that as a guide but keep in mind there are so many other factors at play. For example, a coffee shop might logically use a brown as it speaks to earthy simplicity and trust. Starbucks shifted another direction with green and no one can argue with their success in branding. You can read up on the many facets of color psychology to understand the basic emotions that certain colors can evoke but often the superficial study does not take everything into account, such as the saturation levels, the value or light/darkness of the color or how it interacts with other colors. A pale baby blue doesn’t speak the same way as a dark navy blue. Also, color is so personal, and our history and experiences can impact how a color affects us. Pay attention to those general cultural and age preferences. There are some important considerations within color families that are very different depending on the audience. For example, whites in some cultures symbolizes cleanliness, humility, and innocence while in other cultures it is the color of death and mourning. That’s not to say you can’t use white, obviously Apple has used it quite well. Consider the context of the application and focus on doing that well. Step number one is to fully understand who your target market is and what the color will say to them about your brand. Differentiation is another factor to keep in mind. If you are a financial institution and all the banking brands are using blue because it represents security and trust, then you might want to choose something different to stand out like Ally. T-Mobile’s magenta is an outlier color in the cell phone category and lyft’s pink is eye-catching and appeals to their younger target market. Shifting Cultural Perceptions is another component of the selection process to keep in mind. If you look at the general psychological attributes for green, for example, it was not a color that food-related brands would have considered in the past. Today with health and wellness having such an influence on that market, green has become quite a popular player in branding color schemes. It became a differentiator for those food brands wanting to be identified as healthier. And remember the cultural disparity with the color white? This could be shifting as well as the internet shrinks our world, we see younger generations viewing color in a way that is quite different than their parents. Some brands may stick with black or white as their logo which can make sense as these examples show, however having a color palette as part of the brand strategy to work with these is still imperative. So, it seems that there are plenty or “rule-breakers” when you look from the psychological perspective. I believe the examples illustrate that color can be complicated – we are humans who are utterly complicated ourselves after all. The application of the color is the key. Thinking through the placement and tying the color choice to the brand personality. The logo should be able to stand alone, but in many instances, it will be in play with other colors so those need to be defined. Choose colors that will complement and enhance the viewer experience. Consider the color of the paper if the logo is printed or the background color on the website. The call to action or accent colors are also key components. These are all moments to make strategic color selections. THANK YOU PEGGY! Peggy Van Allen, Designer and Color Anthropologist President of Color Marketing Group 847.516.8334 | www.color-fuel.com ©Neon Lizard Creative 2021 | Rebecca Rausch | neonlizardcreative.com | 952.452.0168

What’s stopping you? Do you have some marketing tasks that you’ve been avoiding? Perhaps a new brand, a refresh? Fine-tuning your marketing messaging and visuals? Finding a way to “give back” without it costing a body part? If you’re like a lot of executives that I’ve been talking to lately, you might have the conundrum of “do more with less” on your list. 2020 was pain and 2021, although more hopeful, still is not what we hoped. You also might be rethinking how you should approach the market because… things are just different now. That’s where NLC comes in. My name is Rebecca Rausch. I founded Neon Lizard Creative Marketing & Design LLC so that companies small to large could have access to all of the capabilities of a full marketing department – without the “big" cost. Senior-level Designers garners a wage of no less than $90,000. Creative Directors command up to $150k+. NLC offers you an entire Senior-level design team and two (yes, 2) Creative Directors at your fingertips for less than the cost of one hire. Ask about our job access portal! Stop/Start/Check Status anytime. Neon Lizard Creative Marketing & Design LLC, a woman-owned, vibrant design firm that can keep your marketing cohesive and messaging on point while controlling what you wish, how you wish, and when you wish with our interactive CRM process. It literally is like having us in the room next door! Here’s what people say about working with me and my team: https://www.neonlizardcreative.com/testimonials Or see some logo revamps: https://www.neonlizardcreative.com/logoexamples Rethinking your marketing approach could be just what you need to make your message more impactful and it can certainly put energy and intention into your goals for growth. The right presentation of the right message can absolutely ignite more interaction and engagement with potential customers. Whether you need a fully outsourced marketing and design or simply need fractional help, we are happy to serve. At NLC, we believe that as a business, we are leaders. As leaders, we have a responsibility to give back to society - internally and externally. We should leave each day behind better than we found it. It may be something that costs absolutely nothing but brings a smile. That’s more than most do and we’d like to share how we do it through your brand. We call it the HEART Principle and it is the extra layer of human authenticity that takes a great brand, over the top. Schedule your Zoom call to get acquainted! https://linktr.ee/neonlizardcreative

The Take-Away: Engaging your staff should be intentional but doesn’t have to be expensive. Employees are not automatons. Don’t underestimate the power of small actions to encourage and motivate them to continue being productive and innovative. Additionally, motivating and engaging your employees can also help your bottom line. Herb Keller, the co-founder of Southwest Airlines, said, “Your employees come first. And if you treat your employees right, guess what? Your customers come back, and that makes your shareholders happy. Start with employees and the rest follows from that.” Here are some inexpensive ways to let your employees know you see and appreciate their contributions: 1. Go Out for Lunch Going out for lunch with your team is a good way to bond and gives employees something to look forward to. If you have a budget, suggest menu options and be clear about which beverage costs will be covered. Potluck lunches may also work if everyone is willing to bring in something. You can provide some encouraging words to your employees at some point during the meal, but leave the rest of the time free for people to just talk. 2. Give Public Praise We all like to hear a good word about the work that we have done, and it means, even more, to hear it said before our coworkers. Be careful that you practice this with all your employees—if you only praise the same one or two people, that will be noticed and will actually lower morale. 3. Meet for Drinks Meeting over a cold beer has been a traditional way for teams to bond over the years. Other activities, such as going bowling or participating in an escape room, will also work, especially if you know one or more employees don’t drink. If a bar is your destination, just keep it small and monitor everyone’s intake (especially your own) so that the event stays under control. Be clear about whether you are paying for anything, so people know that before the event starts. 4. Plan for Small Bits of Fun Break up the workweek by scheduling optional, enjoyable activities. This could be anything from decorating cupcakes, having a trivia contest, recognizing birthdays, conducting a chili cook-off, planning a bring-your-dog-to-work day, to organizing a book club or walking club. Ask your employees for more ideas! Also, schedule activities to maximize attendance, but don’t take it personally if an employee never participates. Some employees just want to complete their work and go home. 5. Add Additional Responsibilities Be sensitive to your team’s developing skills. Some could be ready (and eager) for more responsibility and will thrive if given the chance to demonstrate that. Even though one or two employees will likely be your go-to people, don’t add responsibilities to the same people time after time. Also be sensitive to those employees who may be overwhelmed with their current workload. You want this seen as a positive rather than negative. 6. Update Job Descriptions Job titles and descriptions can be notoriously out of date. Invest in rewriting an employee’s job title and description to accurately reflect the work she is doing. Even if it doesn’t include an increase in pay, employees appreciate that someone has taken the time to recognize what they are doing and update the description accordingly. 7. Be Flexible and Gracious Everyone has had the experience of hitting a wall and needing a break from work. Be ready to give this to a team member who seeks it. What you may lose in productivity during this time will be more than made up by the employee later when he is refreshed and can work at full strength again. An employee with a balanced life is a happier and more productive employee. 8. Provide Clear Goals and Expectations Setting SMART goals (Specific, Measurable, Attainable, Relevant, Time-Bound) for your team helps everyone know what is expected and when projects should be completed. Employees who aren’t given clear expectations will flounder because they don’t know what’s important to you or the company. When employees meet or exceed their goals, make sure you acknowledge that as well. "Warm Fuzzy" is a tongue-in-cheek term for loving on your employees and making them feel valued and part of the company vision. ALL people need validation, don't keep it from them, pass it out freely. ©Neon Lizard Creative 2021 | Rebecca Rausch | neonlizardcreative.com | 952.452.0168

“One day, I’ll start a company. One day I’ll be a great influencer. I could write an awesome blog, author a book, be consistent with my social media... but there’s just not enough time in the day!” Really? Let’s be honest here; you have just as much time as those that started companies, became great influencers, or are writing killer blogs, etc.… you’re just not spending your time chasing that goal. Tough love, buttercup. “No time” is just an excuse for why you can’t be great. “No time” is the excuse for fear of failure that is the true seatbelt to your success. Many people just don’t want it bad enough and use “no time” to protect their ego and hide their fear. If you invest the time to get started, you may do just fine, but you may not. What is the worst that can happen? Taking that chance to create a new business, revise that old logo design, plan that blog, change that career, be vulnerable to rejection...it is scary. Any big change of perspective or taking a risk is not for the faint of heart, but seriously, what is the worst that can happen? You fail? Poor baby. Pull up your big kid pants and keep moving and don't forget the lesson learned. Know why you want it. Envision the end goal, then prep and plan well. Get a mentor, or three. You need someone in your corner that can lift you when you are down. It’s a bit like having a child; a big fat hairy goal is a commitment. It will consume you. It will drive you to wake every day and jump out of bed. It will also beat you down, then pick you up and thrust you to the highest of highs. If you want to live according to your values, do what you love...chase that dream, sleep well knowing your heart and mind are aligned. Then as Nike says, "Just Do It!" (with all your heart) "If it is to be, it is up to me!" If you want it bad enough, you’ll make the time. Don’t let yourself off the hook with excuses. If it is truly a realistic goal, then don’t wait. Repeat after me... "If it is to be, it is up to me!" Go big, or go home baby. You've got this. (Feeling a bit spicy today, I hope you found this inspiring.... as I think I was talking to myself!) ©Neon Lizard Creative 2021 | Rebecca Rausch | neonlizardcreative.com | 952.452.0168

Studies reveal that 93% of communication is perceived by what our eyes see – hand gestures, posture, eye contact, facial expressions, and mannerisms. Only a meager 7% are heard through actual conversation. What we see says it all. As a business person, it is crucial to understand and be able to communicate at every level. Try it out, look up the body language influencers such as Vanessa Van Edwards or Patryk & Kasia Wezowski and learn how to be a communicator who excels in any situation. BODY LANGUAGE is a window to what our subconscious thinks and feels. It makes us visible. It translates our emotions into visual cues so others may understand us better. Although most of our body gestures come from our subconscious, we still can control it to have the upper hand when relating with others or dealing with situations in society. Learning the tenets of body language is key to sales, relationships, and clarity in verbal communication. So start movin’ that body! Who would have thought that wildlife will be the better teacher to help us understand body language! Animal’s simple gestures effectively tell us what they need. Don’t forget how your furry friend asks for a chunk of steak by staring and pointing her nose at your plate and back at you until your heart melts and you give in to those big innocent eyes. Animals point their noses toward their desire, while humans use their feet. When humans have a desire, unconsciously, our feet will point toward that desire. Uncomfortable at a networking meeting? Our feet will point towards the exit. Next time you’re with a crowd, take note of everyone’s feet! It’s fun to know ourselves this way. It can help you read the people you are speaking with and see if they are engaged in the conversation. PERCEIVING BODY LANGUAGE It’s hard to be accurate in reading body language, but here are some common and essential cues that could help us understand the communicator better: - NOSE: Scratching of the nose means someone’s not telling the truth. Not 100% accurate but still an indicator. - EYES: Looking up signifies remembering. Looking down could mean remorse or shame. - FEET: A positive mood brings the toes up. - HANDS: Open with palms exposed means truthfulness and openness. - MIRRORING: Copying the actions or body positioning is a product of a good flow of conversation. COMMUNICATING THROUGH BODY LANGUAGE Our gestures will always be seen and will speak for us. We must keep track of our movement – think before we act! Here is a bit of advice on how to communicate better with your body: - CONFIDENCE: Straighten your back, relax the shoulders and align with your hips, chin level- standing tall with a good posture, taking up space…all of these exude confidence! - INTEREST: Lean toward the speaker a bit to show engagement. - EMPATHY: Share your own stories that align. Nod. Keep eye contact during the most impactful moments of their story. Lean in. Do not judge; listen to understand. Remember their story. Acknowledge their experience. Touch hand or shoulder if appropriate. The higher the touch, the more intimate. Touch will not be appropriate with anyone with whom you work. - ATTENTION: “Keep your eyes in contact with the other person to show attention, participation, and focus.” NO- be real. Staring someone down is uncomfortable. Don’t hold eyes for more than 5-7 seconds at a time. Look around or at another person in the conversation and then return eyes to the speaker again. - HAPPINESS: Smile from your heart. A genuine smile engages the eyes. It’s always good to be with people who are happy where they are and who they are. Your smile will be contagious and will also attract other happy people. - BE AN ALLY: Sit with a bit of an angle to show that you are taking someone’s side – like an ally or friend. Be wise in how you do so in order not to exclude anyone else. - APPROVAL: Mirror some gestures of the other person, slightly nod, smile. These actions show your agreement and acceptance. - DISAGREEMENT: Keep your hands off of your face if you don’t wish to imply you’re not with the flow. Touching your face tells the other that you are doubtful of what they are saying. Be wary of your body being closed and using your limbs or furniture to separate you from the speaker. - CONTEMPT: Be careful of micro expressions. Often imperceptible, the mind will recognize the disagreement and judgment. Keep a smile or pleasant look, and be conscious that you do not raise or flex one side of your mouth. - NERVOUSNESS: Nerves show up as fidgeting, talking too fast or too much, looking past and around the room rather than engaging eyes, biting own lips, shifting weight, and fast breathing. Take a moment, ground yourself and focus on the moment. We are all human. It’s ok, be you. - IMPATIENCE/ANGER: Combinations of foot wagging, tight lips, little eye contact, silence, fists, digging fingers into the body, feet facing away from the speaker; interruption may be cues of discontent. The above is just the tip of the iceberg regarding body language. The human mind is impressive and much more perceptive than we realize! For fun, try to read the body language of news interviews! Watch faces during Zoom meetings. Be aware and grow your skills! Get more value! Check out neonlizardcreative.com Browse around, check out our FREE killer resources page and tons of testimonials to see how we’ve helped hundreds of businesses across the country emerge from the abyss. Hire Neon Lizard Creative Marketing & Design LLC. We’re here and ready to work! Call us today! ©Neon Lizard Creative 2021 | Rebecca Rausch | neonlizardcreative.com | 952.452.0168

I grew up a pretty rambunctious kid. Always smarting off and getting into secret trouble. Breaking the rules at every turn, I carried that "no holds barred" attitude through college and into my 20s. As I matured, I still never lost that itch to go against the grain, however, I found another way to "rebel" more constructively. I purposefully chose to channel that insatiable need to be new, different, shocking, special, and memorable into graphic design and marketing. I love that there is a standard that needs breaking. That industries build content and design styles to "fit in" rather than stand out. It is the opposite of what should be done. Back in the day … artists were required to design with the utmost simplicity or send your prepress department into a massive mental breakdown. The technology was limiting and trying to break out of the norm was very difficult. Today, with the digital realm ramping up more and more each day, with 3-d, virtual technology floating outside your computer screen* and being able to modify an image in a way that I can put my head on a model's body (I wish!) and look completely natural...it is mind-blowing. Augmented reality is coming on fast. Every industry is at the cusp of massive change. Like a freight train, it is coming whether we are ready or not. We have recently collaborated with a virtual team that can do all of the mind-blowing presentations. In this new and improved digital realm, you are not held to restrictions. We can design with fluidity and intentional complexity for the ultimate visual experience. We need to be aware and prepared for that light in the tunnel and not get mowed down. Don't let old ways limit your future. Push the envelope, have some fun. Stand out. Be remembered. CALL NLC! ©Neon Lizard Creative 2021 | Rebecca Rausch | neonlizardcreative.com | 952.452.0168 *(https://en.wikipedia.org/wiki/List_of_emerging_technologies)

This is an informative guest post by Christa Reed Photography. We at NLC are blessed to have so many wonderful partners who help our clients. Thank you Christa! As we get back to gathering post-COVID you might be attending corporate events where there’s a photographer. I find many businesses want pictures from these events but don’t know how to get them. Here are a few tips to help you make a professional ask for event pictures. Usually, event attendees are not the photographer’s clients. The first thing to know is event photographers are contracted to their clients. With most corporate events, the clients will be event planners. They hire the photographer and sign a photography contract. So reach out to the event planners first. They should know their contract terms and can help you. This is how attendees get pictures from events I photograph. If planners want to share pictures, we put it in their contract. After I deliver pictures to event planners they may send all attendees a link to the photo gallery. Contact the photographer by email. What if event planners don’t share pictures with you? If this is your situation, the most professional thing you can do is find out who the photographer was and email them. In your email introduce yourself. Give the name and date of the event. Explain how you plan on using the pictures. Then ask what the photographer needs from you in order to provide pictures. Be prepared to purchase pictures. If the photographer’s contract doesn’t give attendees complimentary pictures, you’ll be asked to purchase them. This is because the photographer needs to uphold their client contract. If having event pictures is valuable to your marketing, then it’s worth it to invest in a few professional images. Event pictures can be a big win for your business. The next time you attend a corporate event and want professional pictures, use these tips for the best chance of getting some. Connect with the planners if possible. Know that every photographer’s contract is different. Then respect the event contract terms on delivering pictures to attendees. When a photographer honors the contract they have with event planners, it benefits everyone who participated in the event. This is the biggest win you can have. -Christa Reed is an experienced wedding and event photographer in the Minneapolis area. View more of her work here. Christa Reed Photography ph. 612.965.1591 https://www.christareedphotography.com ©Neon Lizard Creative 2021 | Rebecca Rausch | neonlizardcreative.com | 952.452.0168

Unless you are passionate about printing and design, you may not know some of the terms and lingo. Don’t have your printer/designer rolling his/her eyes because you have no clue how or what to ask. Here is an easy-to-understand cheat sheet, so you sound like a rockstar. First and foremost In today’s day and age, many of the rules of old are no longer applicable. Full color is the norm. A logo does not have to be one color. Multicolor is acceptable for the primary logo; it just needs to convert to one color if needed for screenprinting onto a pen or similar application. These days, you may not need to print letterhead, envelopes, or even cards. The digital age has changed everything. However, print is not dead. A good direct mail piece stands out now that our mailboxes are less competitive. So what do you need to know to explain your needs to a printer or designer? Even your digital files have specifications and parameters that you should understand and be able to discuss intelligently. Basic information: Where and how will it be used? The quantity needed. What size is needed? If printed, will it have a bleed? Will it be a self-mailer or go into an envelope? Will it fold? Who will be receiving it? Budget. What is RGB? These represent the colors used online. RGB is when red, green, and blue light are added together in various ways to reproduce a broad array of colors. The name of the model comes from the initials of the three "additive" primary colors, Red, Green, and Blue. RGB is primarily a digital model and ideally not used in print. We will be speaking of PRINT today. What is CMYK? These are the inks used for print. CMYK stands for Cyan, Magenta, Yellow, and K (Black). These are the industry standard process colors used in full-color offset printing. The combination of these four colors can produce a broad spectrum of colors. Cyan, Magenta, and Yellow combine to create the color, and Black is used to change the shade of the color. Grab a magazine or newspaper near you, look very closely. You will see that it is made of dots. Those dots overlap in ways to produce nearly every color imaginable. PMS Colors The Pantone Matching System has nothing to do with your daughter’s cranky mood. It is a color system used to ensure a brand style color will be the same regardless of Print, Web, etc. It is by far not exact. Think of it like paint. It is a unique mixture of inks to make a “can” of your color. It is then put down as a flat spread of color, very much like paint. It is not made of dots when used as a PMS in print; it is a specific recipe that printers know how to follow and can match exactly. However, be aware, the CMYK and RGB versions of the color may not match the pure ink version as they are made of dots/pixels. They’ll be very close, but it is a different medium and method and will always have a slight difference. Using PMS ink is not the norm as it was “back in the day.” Today, it requires the printer to either have a 5th inkwell on their press or clean out the wells to load the PMS ink and then clean it again to go back to CMYK for other clients. Some larger printers have a dedicated press for one-two color projects and can do it cost-efficiently, but if your printer is primarily 4/c, you will most certainly pay more for PMS than you would for CMYK. What is bleed? A bleed is when an image extends beyond the trim edge of the product. If your image is not white on all four sides, you will want to include bleeds in your files. Add 1/8” (.125”) to each side of the file. For example, for a 2” x 3.5” business card with full bleed, the image size should be submitted at 2.25” x 3.75”. Why do I need a bleed? When a printer produces a product, they generally print designs onto larger sheets of paper before trimming them to size. If not, the ink would run off the edge and beneath the paper. If you attempt to use color up to the edge but not have a 1/8” color extension for bleed, you will incur a “hairline” of white. printing is not an entirely exact science so that “hairline” will take an excellent design down to amateur on a glance. Adding a bleed combats this by extending graphics and colors beyond the edge of the paper and trimming the edges to mimic a flush edge/color. What is the safe zone? The safe zone is the 1/8" to 1/4” space that is required between the edge-aka crop/trim line and your text. This is not the same as the bleed. The “crop edge” is the line where the paper is trimmed as mentioned above. Any important imagery or text should be a minimum of 1/4” inside of that crop line so that if there is any jostling of the machinery during the cutting and trimming process, you do not cut through your text or imagery. Coated, Non-coated? There are different types of paper, thicker, thinner, made of different materials, and also different coatings. Think of shellac on a table; paper can be matte (not glossy), gloss, UV (super gloss), and flat (no coating at all). Depending on the “feel” you wish to capture, knowing the difference can make all the difference. You can even have items spot glossed or raised UV, meaning only certain parts of the product are glossy and/or raised. At NLC, we love us some silk-laminated stock with raised UV. It’s substantial, it feels so fabulous in the hand, and the raised UV gives elegance and air of a much more expensive process called embossing. That first impression can last and subconsciously tilt a prospect in your favor. Quality is infectious. Folds Most folks know of the standard brochure fold. Referred to as the letter fold, this folding style is the most common. Big print houses churn tri-folds out as a standard, and because most people don’t realize that there are variations such as zig-zag-style-folds, short-folds, and more. Do a little investigating and find a fold that is cost-effective but a bit unique. “Novel anything” helps your brand retain a bit of real estate in the brain of your prospect. Score Score relates to the fold. Some papers are very thick and cannot be put through the folding machinery. Some projects with darker solid swaths of ink can crack along the folded edge during construction. Scoring cuts a thin slice along the fold, yet not all the way through, to allow the paper to fold easily and maintain a sharp, clean edge of color. Digital vs. Offset There are several types of print machinery. One works very much like your inkjet printer in your office, just a higher grade. Ink shoots down and sits atop the paper’s surface. For low quantity projects, it is a cost-effective and easy choice. However, it has its drawbacks. Being that the ink sits on top of the paper, it does scuff and scratch. Dark bleeds will most certainly crack; scoring can help, but it is never as clean an edge as offset. “Offset” is when a plate is made, ink is spread onto the plate and pressed onto the paper. The ink soaks in and is usually creates a more attractive and professional finish. Paper choice, coatings, and design make a huge difference in how your project will emerge, but whenever possible, use offset. It is simply a superior quality solution. The main difference between the two methods are the setup fees. Digital requires minimal setup. Printing a few is not a big deal. Offset requires extensive setup and costs, so printing a minimal amount is costly. With either method, the more you print, the less it is per item, as the setup fees remain the same regardless of quantity. If you are choosing offset, plan on printing quite a bit — preplan and design for longevity. Your investment will then have more staying power and not be outdated in a year or two. There is little more disheartening than having to dispose of thousands of costly brochures. Self-mailer vs. Not A postcard is a self-mailer. Some catalogs, magazines, even brochures are self-mailers… but what does that mean? Essentially it means you can mail it with no need to use an envelope. The postal service is pretty picky about how it is designed for their mail readers, so be careful. God forbid you put a ton of money into it to find it back at your doorstep because it didn’t meet regulations. Overall though, self-mailers are cheaper, often can be used to stand out in the mail. They do not require the extra step of opening an envelope to get your main message across and makes the entire process more efficient. But… unless you plan for self-mailing, your precious communication can get scuffed, bent, or mangled in the postal service machinery. It is a risk, but a reasonable one as most recipients have a short attention span (thanks internet), and if you don’t grab them right away, they may round file rather than take the time to open. There are many areas of design, print, and production to learn. The mini-course above will help you sound like a rockstar-veteran-of-design so that you can communicate clearly and speak the jargon of the printing realm! ©Neon Lizard Creative 2021 | Rebecca Rausch | neonlizardcreative.com | 952.452.0168

These are the fictitious people who embody the characteristics of your demographic. But stop, think for just a second. Do not get caught up in all the fancy lingo and terminology of the advertising world. Don't let marketers tell YOU who your ideal client should be. Don't get caught up in the demographics, income, and 2.5 kids... THINK FOR YOURSELF. Marketing should NOT be a shotgun approach. Yes, you may get clients...but are they "perfect match" clients? Will you spend more time wrestling with opinions and attitude, revisions, and disgruntlement and end up losing money? Why bother? Get focused! Who do you currently serve that is your favorite client? The one that is easy to work with, trusts your judgment, and knows that you have their back? Who is the client that fits perfectly into your culture and appreciates all you have to offer? Who is the client that will truly see the benefit of your skillsets and products? What is it about them that lights you up? Demographics are great for narrowing the field, but the CLIENT YOU CAN BEST SERVE is your perfect match. Period. Decide who that is first and foremost. Ask your current "perfect fit" clients to refer you. Talk to them about what they love about you and how you work. Fine-tune your marketing message and brand design to appeal to only THAT SPECIFIC client-type. By doing that, you will attract more clients who embody the values and attitudes you enjoy. But lizard lady, won't that narrow my client base too much? They are not the only client out there, so get picky, target precisely who you are seeking. Then serve them on a level they have never experienced and let them know that you value everything they are to your business. When they fall absolutely head-over-heels in love with your brand and services, they will gush to everyone that walks by. They'll be the first ones to refer you on social. Trust the process of human nature. These are the just first steps to creating a fantastic relationship with your client. A relationship that will lead to more profitability and even your day-to-day happiness. Enjoy. ©Neon Lizard Creative 2021 | Rebecca Rausch | neonlizardcreative.com | 952.452.0168

NLC is proud to share another informative guest post by Impression Signs! Featuring none other than our very own client — Total Pet Wellness MN! Impression Signs did a great job on the sign as you will see! ________ While there are various ways to increase sales and activity within your business, sometimes one of the easiest ways is by way of something you see every day, your signage. We’ll help you find out if updating your signage will help make a difference when it comes to sales, with 5 easy questions. While there are various ways to increase sales and activity within your business, sometimes one of the easiest ways is by way of something you see every day, your signage. We’ll help you find out if updating your signage will help make a difference when it comes to sales, with 5 easy questions. Is it older than 8 years? When you look at something too often, it begins to lose its appeal and ultimately its effectiveness. Does it have signs of natural wear and tear? If your signage has sun damage, is missing any pieces, is bent, dented or simply looks overall worn out from the elements your sign can make your business appear less desirable and less appealing. Is your sign so old it looks retro even though it’s not? If your sign is so old it’s cool again you might be tempted to just leave it, but old signs need love and maintenance too. If your sign looks out-of-date, it might be time to breathe new life into it and go for a more modern look or something that best represents your brand–the way you want to be seen and with the kind of aesthetic the customers you want to attract more of, would like. This is the brand + sign design by NLC that was beautifully built by Impression Signs. It is even better at night! Is it actually the right size? If your building or space has changed, is your sign still in the right place? Does it feel too big or too small? The most important question to ask is if it’s actually doing what you want it to do or is it limited by size or location? Can those who need to see it actually see it from the distance they’ll be away from it? Do you think it currently helps drive the traffic you want to you? If your sign doesn’t communicate who your business is, or who it is now, then getting a new sign is a no-brainer. As we start to learn new things, find our niche, and focus on one message or mission more directly sometimes our business changes. It’s okay to change your look, logo, or sign if your business has changed, that’s a part of growth. It’s also good to do to keep your business looking current, relevant, and reputable (plus, it never hurts to freshen things up a bit). What did you answer? If you answered yes to 2 or more of these questions, we recommend investing in new signage. We’ve helped many businesses, both large and small effect change within their company just by updating or adding signage. From wall murals to wayfinding signage to LED channel letters that show off your latest logo, we’re proud to say we’ve helped a lot of people feel inspired by their space, boost morale, build confidence and increase revenue within their business, just from a sign or signage project. And, we’re confident, whether you chose us or someone else to work with, a fresh update to your space, logo, or business will not only help boost sales but will help bring a fresh outlook to you, your business, and everyone who sees it. info@impressionsigns.com | 651.328.6600 Thanks for the guest post! NICE JOB! If you would like to guest post on our blog, contact us at info@neonlizardcreative.com

I've HATED this woman... Actually, I've not loved her at all most of her life. I've fed her despicable lies and repeatedly told her she wasn't good enough. I have allowed others to convince her that she is not worthy of love, success, or peace. I've allowed her to be broken. I've allowed others to treat her disrespectfully. I've allowed her to run through brick walls and battle for others who won't even stand beside her. Although I couldn't stop others from abusing her, I have seen her stand up and be a light for the world and love others despite the pain of her own existence. I have watched as she was paralyzed in fear. Caught in the brutal battle of her mind, heart, and soul. You can love her or not, but if she loves you, she will fiercely love and defend you with her entire being. This woman has screwed up so many times as a partner, as a daughter, and as a friend because she didn't think she was worthy of anything better. Her fear of hurting others kept her captive and suffering in silence. She has a wickedly smart mouth, a stubborn streak, and she has secrets. She has scars because she has a history. She has so, so many scars... She has done good things in her life, and she has done not-so-good things. Every mistake, event, failure, trial, disappointment, success, joy, and achievement has made her into who she is today. Some people love this woman, some like her, and some hate her guts, and that is OK... She will not pretend to be who she is not and she will no longer make apologies for who she is. This woman is a WARRIOR. A SURVIVOR. A VICTOR. She's far from perfect, but she has learned that she IS WORTHY after all. She deserves all the blessings that life can bring. She is UNSTOPPABLE. She is... Gracefully Broken, but Beautifully Standing. —Credit to Rebecca Ausmus (with slight edits) Look her up! Shout out to all who identify with "this woman." Who have felt her pain, and yet chose to love yourself and be a light to others suffering in the darkness. Are you struggling? Don't suffer alone. Please reach out to our friends at Serenity Behavioral Health & Wellness LLC mail@serenitybhw.com SUICIDE HOTLINE ABUSE HOTLINE ©Neon Lizard Creative 2021 | Rebecca Rausch | neonlizardcreative.com | 952.452.0168

There are a million acronyms in branding and marketing, but none are more critical than CLV/CLTV/LTV— i.e., your client’s long-term value. No business wants transient clientele. Having clients who love you and are loyal and repetitive customers are gold to your business. Putting in the extra effort to exceed expectations and create unique and memorable ways to show them that you care and value their business is instrumental in developing a shatter-proof relationship. What does that look like? Listening. “Yeah, yeah, I listen. They want this and that.” Did you really listen? Are you listening for traits that are an integral part of their being? What charities do they champion? Do they have issues at home, such as a disabled child or elderly parent who consumes their life outside of the office? What about problems and stresses at work? What is their history? Any hobbies? Where did they grow up? Do they have pets? What is their life's passion? You may ask, “Why do I care about all of that? What difference does that make?” Step back from the transactional mindset buckaroo. Imagine the emotional impact of you joining in on an awareness walk or fundraiser on behalf of your client’s disabled child? Maybe donate to their favorite charity. Send a meal from their famous “hometown” restaurant when they mention they have worked late for weeks? Even something as small as forwarding an article about dealing with an elderly parent or a funny meme of a similar pet can warm their heart. Always keep notes and ask after something they shared during your last conversation. Refer them to a colleague with a glowing description. The point is to let them know that you think about them and value them as a person, a business leader, as well as a client. Once your client has plenty of proof that you are their biggest cheerleader and that you strive to exceed expectations so that they will have incredible success, they will realize that they likely aren't going to find that "love" anywhere else. Who wouldn’t stick around for THAT? Don't have that relationship with your agency? Give us a call, we'd love to show you all the "feels"! ©Neon Lizard Creative 2021 | Rebecca Rausch | neonlizardcreative.com | 952.452.0168