Page 97 - Visual Marketing
P. 97
Why It Works The stepping stones symbolize
Berry’s desire to make things
Berry is a seasoned entrepre- easier for people by helping
neur who is already well known them through business plan-
in the business planning space, ning, step by step. The moun-
as is the company he founded tains serve as a reminder that
and its products. By putting there’s more to running a busi-
Berry out in front on the blog, ness than just working all the
it positions Berry as the public time. After all, what’s the point
“face” of the company and of working hard if you can’t play
humanizes it. His relaxed visage once in a while?
interjects a human element into
an otherwise straightforward Success Metrics Takeaway Tip
business site, creating greater
customer intimacy. • Berry shares his blog posts on Take some of the pressure off always
Twitter and has been recom- focusing on work. Add an element of play
There’s a lot at play in this mended as one of the top and the human side into your design in a
header. First the words describe 20 entrepreneurs to follow on business-to-business industry. Your target
what the blog is about. But the Twitter in BusinessWeek and one audience will better identify with your com-
appealing nature scenes, com- of 25 entrepreneurs to follow in pany and products because of the personal
bined with Berry’s friendly face Business Insider. touch—you create an emotional connection.
(a far cry from professional and A blog, with a simple personalized header, is
stuffy head shots most of us • He has been quoted and refer- a perfect place to interject the human ele-
have), put the reader at ease and enced in the New York Times ment, but that same human touch can also
tell us that this blog isn’t just one and the Wall Street Journal as work elsewhere.
more dry-as-dust company blog. an expert, giving greater visibility
to the company.
MUCH MO RE THAN JUST A W E BS I TE 76
