Four Writing Lessons From Dr. Seuss: Create Instantly Memorable Marketing Copy

Could you create effective marketing copy by imposing limits on how you write? How about using some tricks and tactics that poets–and Dr. Seuss–use! To craft unforgettable, memorable marketing copy, take a page or two from Dr. Seuss. Read the full article at MarketingProfs

Dr. Seuss Day is coming up on March 2. Could you create effective marketing copy by imposing limits on how you write—as Dr. Seuss did? Should you?

For his best-selling children’s book Green Eggs and Ham, Seuss set himself a strict limit of only 50 words. Considering that he successfully got an entire generation of kids learning to read and having fun doing it, his writing techniques are worth examining.

Using literary devices you wouldn’t normally use might hem in your writing ability—or completely unleash it.

Seuss not only used small amounts of simple words, but also explored repetition, alliteration, and rhyme, and he invented new words while crafting his stories. Kids couldn’t get enough.

As we celebrate Dr. Seuss Day, what can we learn from him?

1. Rhyming helps solidify memory

Why is it that you can remember marketing slogans from 5, 15, or even 35 years ago, but you can’t seem to remember anything on the shopping list you left at home? I wager that many, if not nearly all, those memorable slogans rhymed.

Rhyming is the literary device that most people associate with the works of Dr. Seuss. Rhyme turns out to be a powerful element that made his books both treasured and unforgettable.

4 Critical Steps for Building a Memorable Brand

Developing an impactful brand is make-or-break. It’s what will help your company gain new customers, and most importantly, it’s what will keep them coming back.

September 27, 2018 5 min read

This story originally appeared on Ellevate

I founded a co-working space and business accelerator for female entrepreneurs. There are thousands of co-working spaces around the world and there are dozens that cater to this same demographic, so in order to remain competitive, each of us must set ourselves apart.

Related: 5 Tips for Working Well Under Pressure

My company, Hera Hub, boasts a unique business model. Our spaces are equipped with a spa-inspired design and tailor-made benefits that give us a competitive advantage. On its face, this is not entirely novel. Many of our competitors offer a somewhat similar hook — aesthetically-appealing office spaces that give members the tools they need to succeed. But what really sets us apart is our brand.

My company’s name, colors, spa-inspired approach and team cannot be replicated. We have worked hard to customize the co-working experience, and our brand is what makes us memorable — it’s meaningful, specific and screams individuality.

My experience in business and marketing led me to my passion for branding, and in the current climate, this passion has become a necessity. Developing an impactful brand is make-or-break. It’s what will help your company gain new customers, and most importantly, it’s what will keep them coming back. For those of you in the beginning stages of your business or on the verge of a rebrand, here are four tips to help you develop a memorable and sustainable brand.

1. No meaning = no story

Your brand should mean something to you. It’s the face of your company and the metric the public will measure you by. Your business’s name should represent a metaphor, symbol, word or emotion that evokes a story, memory or meaning.

Related: Why Authenticity Is the Key Ingredient for Career Success

A name with substance is more valuable than one that’s catchy. Your name should have a story behind it. Great marketers don’t simply share brands, they sell stories. As this Entrepreneur article explains, “Story is how we connect with one another.”

Wonder why emerging social networking sites are so popular? The answer is that people crave the powerful emotional connection that comes through telling a story. There’s a story behind everything, so use your brand to tell it.

2. What’s in a name? Everything.

Your business’s name should reveal what you do and how you do it. Short and succinct is always best, as argued by Forbes contributor Marianne Bickle:

“Think about the speed in which you drive past a business, click through a webpage, or walk down a street. Customers need to be able to read your company sign in a matter of seconds (not minutes).”

While Hera Hub isn’t exactly a revealing name, our tagline, elevator pitch and content enable users and customers to understand exactly what we do. If your business’s name doesn’t reveal what you do in the title, be sure to back it up with powerful and clear language that communicates what you do and what makes you unique.

2. Your business isn’t all about you.

This might be difficult for those in the consulting business, but a well-rounded brand (and business) shouldn’t center solely around its founder. What is the ultimate goal of your business? If it’s to one day sell it, pass it down or hire additional support, try to build your brand around what you offer, how you serve your customers and what sets you apart instead of making it all about you. While your personality and skill set are integral parts of your business, you can’t be all of it.

4. Why are you doing this?

When building your brand, it’s crucial that you remember your purpose and tie everything to that. I am a proponent of Simon Sinek’s book, Start With Why. In it, he says, “People don’t buy what you do; they buy why you do it. And what you do simply proves what you believe.” The answer to this question of “Why?” communicates to customers, partners and the market the reason your business is a contender. The “Why?” is what inspires me to keep building, working and growing. Your business supports a bigger purpose; don’t lose sight of what that calling is.

Related: 10 Fears Keeping You From Achieving the Career of Your Dreams

I also recommend Seth Godin’s book, Purple Cow, to help make your brand memorable and remarkable. Your brand sets you apart, and your advantage is in the details. Make sure these details communicate depth. It takes consistency and years to build strong brand recognition, but remember: Every tweet, word and interaction is an opportunity to spread the message of your work and business.

(By Felena Hanson. Hanson is the founder of Hera Hub, a spa-inspired shared workspace and community for female entrepreneurs. She is the author of Flight Club — Rebel, Reinvent, and Thrive: How to Launch Your Dream Business.)

‘Magic Dentist’ Shows How to Make a Memorable Ad on a Budget

Sometimes all you need is a little creativity.

September 14, 2018 6 min read
Opinions expressed by Entrepreneur contributors are their own.

Taking kids to the dentist is sometimes a bit of a challenge. Some kids are afraid of the dentist. Maybe they don’t want to open their mouths for the dental exam, or perhaps they feel uncomfortable under the bright lights of the exam room. Working with kids and getting them to feel at ease in the dentist chair is one of the challenges of pediatric dentistry. But one inspiring dentist found a way to make it look easy.

Dr. Eyal Simchi of Riverfront Pediatric Dentistry in Elmwood Park, N.J., started popping up on Facebook with an adorable video where he uses magic tricks to help kids feel comfortable and have a good time at the dentist.

It’s fun to watch as Dr. Simchi uses sleight-of-hand magic tricks to put smiles on kids’ faces. He has even used magic tricks while doing tooth extractions. It’s inspiring to see this creative dentist using his talents to make the office a comfortable and welcoming place for kids. But even if you’re not a “Magic Dentist” like Dr. Simchi, you can still find some inspiration from this example in the way you market your business.

Related: This Marketing Maven Makes Connections Through Creative Experiences

Here are a few lessons in marketing, inspired by the Magic Dentist:

1. Combine your passions.

You probably started your business because you are passionate about a particular area of expertise. You care about your industry, your technology, your product and your customers, of course. But most business owners have other passions in life that aren’t always directly involved with their business. For example, Dr. Simchi is really good at magic tricks, but instead of being a full-time magician, he’s a full-time dentist who does magic for fun. What other hobbies or interests do you have, and could they be combined or integrated into your business? What have you learned from your hobbies or other facets of your life that you can bring to your business as an additional source of inspiration or strength?

2. Differentiate yourself.

Dr. Simchi has such a unique approach to dental practice, and I’m sure after watching this video, most parents in that area of New Jersey are lining up to send their kids there. How many dentists do magic tricks while the kids are in the chair? This is such a fun and different way of doing dentistry that it makes for an excellent story to tell from a marketing standpoint. What about your business? What can you do that is special or unique compared to other people in your industry? What “superpower” do you have that makes you stand out? Give some thought to this. Don’t be afraid to emphasize the things that make you different.

Related: How Massively Successful Companies Have Made Creativity Their Engine for Growth

3. Add value.

The Magic Dentist is adding value to his dental patients’ lives by giving them a memorable experience. Every business in every industry can learn from this example by always trying to add value to every transaction or customer engagement. For example, most benefits companies provide free payroll processing. This extra value helps them get new customers. What can you do at your business to add value? Can you give your customers free bonus gifts or a discount on a package of products or services? Can you make sure that your customer experience is so great and so memorable that people will want to rave about it to their friends?

4. Be creative.

Going to the dentist doesn’t have to be a boring chore; the Magic Dentist turns it into a special occasion. No matter what business you’re in, you can find ways to be more creative — in the way you deliver services, the way you package your product or the ways you continually try to make the experience better for customers. Don’t hold back. Bring your authentic self to your work. Do you want to be an assembly line worker or an “artist in residence?” More than ever, people respond to creativity and artistry in everyday life — and will pay a premium for a more creative experience.

5. Connect to your core mission.

What is the job of a children’s dentist? Of course, it’s to take care of the kids’ teeth and oral health, but it’s more than that. It’s to take care of the kids as people and to help them grow up healthy and happy. The Magic Dentist clearly understands this and is determined to put a smile on the faces of kids both with his dental expertise and with the fun of his magical talent. What is your business’s core purpose? What are the fundamental human needs that you are helping to fulfill with your work? No matter what business you’re in, your work has deeper meaning. Don’t miss the forest for the trees. Don’t just focus on the technical aspects or the “what” and “how” of your business — think about the “why.” If your business marketing integrates your overall sense of “why” — your meaningful mission — you will likely see better results.

Related: How to Use Experiential Marketing to Make Your Company Memorable

Running your own business is a great life, because every day you get a chance to make a difference in people’s lives and bring a bit of your own unique magic into the world. Hopefully we can all learn from the inspiring example of the Magic Dentist.

NOTE: This story was written without any endorsement or collaboration by Dr. Simchi; I don’t know him, I just really liked his story and wanted to share some ideas that his work has inspired.

3 Trade-Show Tips for Meeting the Right People and Make a Memorable Impression

Trade shows are a rare opportunity to gather with everybody you need to meet.

September 5, 2018 4 min read
Opinions expressed by Green Entrepreneur contributors are their own.

Trade shows and conventions are a big part of the legal cannabis industry landscape. The best events offer great opportunities for industry veterans, novices, policymakers and influencers to network productively with colleagues and potential business partners, learn about the latest industry developments and generate promising new leads.

But let’s face it, B2B trade shows are massive events with thousands of attendees, and it’s easy to get lost in the commotion if you’re not working hard to make memorable first impressions.

Devising attention-grabbing strategies is a specialty of mine, as a visual-minded graphic designer who’s organized and manned booths at numerous conferences and expos in the cannabis and action-sports sectors. And here are some secrets worth sharing:

Related: 10 Ways to Maximize Your Time at the Next Cannabis Conference

1. Focus on the “wow” factor.

Never underestimate the power of visuals at trade shows. With so many businesses vying for attention, one of the most effective ways to cut through the noise is to create a booth that stands out from the rest.

Establishing a memorable presence slows down the walk-through traffic, which will help you connect with prospective business partners and clients. Invest some time, thought and resources to create attention-grabbing visuals that draw people to you. You want passersby to wonder, “What are all those people looking at over there?”

Creative visuals and head-turning designs are a key first step toward making your booth a place that people want to be. But once you’ve compelled people to take notice, you want them to stick around for a bit. Added comforts like seating, snacks and beverages can be really effective. And offering access to tastemakers and thought leaders, or setting up interactive games and hands-on activities, are all great ways to start a conversation.

Related: This Cannabis Business Accelerator Puts the Pedal to the Metal for Women

2. Have a networking strategy.

Making connections and speaking face-to-face with potential clients and partners are essential to your business development efforts at cannabis conventions and expos. It pays to do some homework and outreach before the big event. Research other companies that will be displaying booths and speakers whom you’re inspired by, or who you’d like to connect with.

If you can nail down meetings beforehand, you’re already closer to your goal of making a positive impression and forging new, potentially lucrative business partnerships. Since trade shows and networking events are pretty noisy, reserving a private room or scoping out somewhere quiet near the show floor where you can take meetings will make it easier to create meaningful connections and have quality conversations. You’ll have a better chance of closing deals if you can limit distractions and talk one-on-one with people who are interested in your product or service.

You’ll also want to nail down your 30-second “elevator pitch.” It can be hard to focus at these bustling events, and you only have a brief moment to reel people in. Effective elevator pitches should quickly and enthusiastically describe what your product or service is and how it can help that individual or their business.

Once you’ve figured out what to say, practice, practice, practice. And make sure you’re comfortable giving your pitch before you set foot on the trade show floor. This is especially important if you’re unable to reserve a private meeting room, because you’re going to have to keep people’s attention amid the chaos.

Related: Massachusetts Is Helping Legal Cannabis Businesses Get Started in Areas Hit Hardest by War on Drugs

3: Seal the deal with thoughtful takeaways.

Handing out cost-effective swag like pens, stickers and keychains is good for generating lots of brand exposure. But if you want to really attract quality leads and leave lasting impressions, investing in unique, innovative and slightly higher value promo items is an easy way to set your company apart from the pack.

If your company has an interesting mascot or logo, consider getting some plush items made, or beanies or water bottles. If your brand is fun and playful, perhaps a branded puzzle or brain teaser might be a clever, appropriate giveaway. Tech-oriented companies might consider handing out branded phone cases or webcam covers. Get creative. Your merch should be a reflection of your company’s values and mission. And of course, passing out free samples of your company’s products (unmedicated for trade shows) is another effective route to take.

When you plan ahead, B2B trade shows are well worth your effort and expense.

How to Use Experiential Marketing to Make Your Company Memorable

Actor and entrepreneur Adam McArthur shares his advice on experiential marketing.

June 28, 2018 6 min read

From guerilla marketing tactics to tapping into the world of influencers, it can be hard to stand out from your competitors today. Companies are having to find unique and out-there marketing strategies to get their brand names known. One popular method that’s picking up traction is experiential marketing. Because as a brand, instead of marketing to the consumer, why not let the consumer market you?

That’s what experiential marketing is all about. By engaging consumers in brand-sponsored events and experiences that allow them to participate hands-on, brands are involving customers in the actual growth of their business and building one-on-one relationships with them. As a result, through social media and other channels, customers share their experiences and spread the word about a brand they’ve positively interacted with.

One example is Google’s “Building a Better Bay Area.” After agreeing to donate millions of dollars to Bay Area nonprofits, Google let the public decide where the money would go by installing interactive posters around the cities where people could vote. They also ran a social media campaign with the hashtag #GoogleImpactChallenge for people not living in the area.

Of course, unlike Google, you probably don’t have millions of dollars to test out on an experiential marketing campaign. So, how do you know make sure those marketing dollars get put to good use and that your experiential marketing tactic will be a success? Take it from Adam McArthur, an actor, experiential marketing pro and the entrepreneur behind The Booth & Bus Co., an photo booth company that offers booth rentals inside redesigned vintage VW buses. McArthur’s company is focused on providing organizations and businesses an experiential marketing service to offer customers.

Image credit: Simply Adri Photography and Diana Sabb Events and Design

Related: Video Marketing for Service Businesses

Not sure if experiential marketing is right for your brand? Learn some helpful tips from McArthur about experiential marketing.

Entrepreneur: How has experiential marketing helped your business?

McArthur: Experiential marketing has helped my business in many ways. It has allowed us to be more specific in our brand, which in turn lets our clients know what to expect and look forward to from us, which then perpetuates the booking and sales cycle. When you create a memorable experience for people that piques their interest in a genuine way, it does your marketing, selling, and branding for you. It has been incredibly essential for our success.

Image credit: The Booth & Bus Co.

Entrepreneur: For those looking to get started, what sort of experiential marketing campaigns/case studies do you think are successful?

First and foremost, knowing who you are as a brand and your “why” is essential to figuring out what sort of experiential marketing campaigns would work best. I’ve always asked myself, “What would I like?” when I’m crafting experiences. My advice for someone starting out would be pay attention to what the trends are, what everyone else is doing, and then see how many steps further you can take it. Don’t copy others. Be original and create a complete experience. Everything from the way you talk to clients, to what they experience visually, to the feeling they walk away with. Every detail is important.

Entrepreneur: Experiential marketing has a lot to do with senses — what you feel, hear, touch. Why do you think businesses are using this approach?

We live in a time where we’re constantly being bombarded with info. There are a million different social-media platforms, email apps, texting apps, dating apps, news “trends” and on and on. It has become the norm, and we’re all a bit numb. Businesses are having to get a lot more savvy to create experiences for the consumer in order to grab their attention. Appealing to any combination of senses in the right way can really make or break an effective experiential marketing campaign.

Related: 5 Ways to Continuously Expand Your Online Following

Entrepreneur: For entrepreneurs looking to get into experiential marketing, what advice do you have?

Like I mentioned before, know who you are. What are you trying to accomplish? Do you want clients to post you on their social? Do you want people to remember their experience with you and tell all their friends? Be specific. Be on brand. If you’re running a business and you’re not the target demographic, go to them (your consumer) and learn everything about them. Ask questions. It’s not hard when you know everything there is to know about your audience and then you give them what they want.

Entrepreneur: What are some aspects they should consider?

Definitely consider the business/financial side of things when you’re creating your experience. I see a lot of business owners who can’t get out of their own way and let a bad idea die. Be smart and honest with yourself. Though this is contradictory to my previous statement, you can’t completely rely on the trends either. Thinking outside the box and being innovative with your ideas is the most effective way of setting yourself apart from competitors. You have to pay attention to the trends, but you still pave your own path. And definitely make sure your idea is still relevant. Nothing is worse than showing up late to a party.

Related: 6 Easy Ways to Attract More Website Traffic

Entrepreneur: After the experience, what recommendations do you have to keep the conversation/memory going with the consumer?

If you’ve done the work, it will speak for itself. For my company, people walk away with something they’ll put up on the fridge or hang at their desks at the office. But even more than that, the uniqueness and the attention to detail in the experience we’ve crafted is what people talk about. When they look at their photo, they remember the vintage feel of the bus and all the carefully chosen decor. They remember the feelings associated with taking that photo. If you can refine every last bit of your experience and make it as thought out and specific as possible, it will resonate with its audience and impact them in a way that’ll keep them talking.