An incalculable number of forces conspire to prevent your should-be customers from buying from you.
The purpose of marketing is to neutralize all those obstacles preventing a potential customer from acting in his own best interest (that is, doing business with you).
But before it can do that, there has to be some compelling reason why anyone should buy from you. That is not a marketing function, per se. It’s a matter of creating an outstanding product or service.
“Advertising doesn’t create a product advantage. It can only convey it…No matter how skillful you are, you can’t invent a product advantage that doesn’t exist.” ~ Bill Bernbach
Compelling copy is extremely important. But most copywriters will admit…if they’re knowledgeable and honest… that presenting a great product to the right audience is MOST of the work.
– Great messaging for a worthless product won’t accomplish much in the long run.
– Strong marketing aimed at the wrong crowd will miss the mark.
On the other hand, if you offer a product that scratches a specific itch in that hard-to-reach spot on the back of a specific audience, any marketing message you create has inherent persuasive power. The Unique Selling Proposition itself grabs the attention and interest of the potential customer.
“This is EXACTLY what I need!” he might think to himself. That’s when he starts selling himself on the idea of buying from you.
That’s why it’s so critical for entrepreneurs, salespeople and marketers to discover their own USP and articulate it with clarity.
The point of marketing is not simply to sell whatever you’ve got. Marketing starts with making sure you’re selling something people want and need. Then you find ways to help your target audience experience the advantages of buying your product or service.
P.S. “A gifted product is mightier than a gifted pen.” ~ Gary Bencivenga
As people become increasingly savvy when it comes to weeding out ads, we have to get increasingly adept at communicating valuable messages about things that matter to people. That starts with having a gifted product, not being a wordsmith who uses flowery words to describe his crap.
By now you may have seen the Tesla “insane mode” video. It shows the reactions of unsuspecting passengers when the driver of the electric car takes the car from 0 to 60 miles per hour (96.6 kph) in just over 3 seconds — with no engine noise.
Your business has an insane mode, too. If and when you press the button, your sales can leap forward without warning. Profits can skyrocket. Marketing materials and sales pitches that used to fall flat start to perform like crazy.
I’m not the kind of guy who would present a “one size fits all” solution for success in business…but the one thing that can most consistently, most radically transform a business’ results is the discovery, articulation and integration of its unique selling proposition (USP).
“Yeah, I’ve heard this all before”
Fair enough. If you’ve been in business any length of time, you undoubtedly have heard about how important a USP is. You’ve probably even spent some time thinking about what your USP might be.
When you found out that the kind of thinking you have to do is hard work, did you press forward or quit?
When it seemed like there was nothing truly unique about your business, did you decide the only competitive advantage you have is quality and customer service? Did you really think that was a good enough answer?
You’ve heard it before, but how far did you go to enable your insane mode USP?
The right USP can change an entire industry. (Just ask FedEx or Domino’s Pizza.)
It can reverberate around the world for decades. (Everyone knows which candy melts in your mouth, not in your hand.)
Jack Welch famously said, “If you don’t have a competitive advantage, don’t compete.”What gives you the right to step onto the field to play with the big boys?
If you haven’t figured that out yet, you have some work to do.
Email marketing results are measured in a few different ways: open rate, clickthroughs, revenue, etc. Open rate is one of the most widely-used and probably the one we have the most control over as marketers.
Emails that don’t get opened don’t accomplish much else, so it’s a good place to start.
I wanted to share the best email subject lines I used in 2014, as measured by open rate. These results are from my own email newsletter. Subject lines from my client work went as high as 81%, which is more of a testament to the quality of the client’s relationship with his audience than my copywriting abilities, all the way down into single-digit percentages. I don’t like to talk about that part.
Here are my top five from last year, and why I think they worked so well. There is also a quick summary at the end with key takeaways you can use right away.
#1: Kindle Book Giveaway from Two of My Favorite Marketers – 47.3%
No matter how overused it seems, “free” still works. But in a time when there’s so much information available for no charge, even free stuff needs to be sold.
Because I’ve earned the trust of my subscribers, and they know I won’t put anything in front of them unless it’s valuable (or fun), they listen to my recommendations most of the time. Pointing to a helpful free resource sounded like a good idea to them.
Note: the 3rd highest open rate I achieved in 2013 also pointed to a giveaway, also a Kindle Book. “One of the World’s Most Trusted Email Marketers Wants You to Have This” got a 48.6% open rate.
#2: Why You Should Stop Thinking Big – 45.7%
Taking a position opposite what is popular also gets attention and generates curiosity. Common advice is almost always to think big. Saying that someone thinks too small is an insult.
Bigger isn’t always better, as the classic Volkswagen ads have proven.
Subtly, this subject line also implies that the reader is doing something wrong, something they never even thought to question. Curiosity and self-interest practically force him to open the email to find out if he’s making the mistake of thinking too big, and how he can fix it.
#3: <First Name>, This Is Probably the Main Thing Holding You Back – 44.2%
This subject line also speaks to the reader’s self-interest. If you’ve felt held back at all…if you you haven’t made as much progress as you had hoped…you want to know why. And how to fix it. This wording implies that there’s “insider information” as to what’s preventing you from being as successful as you want to be and offershope that there’s a solution close at hand.
I believe the body of the email offered some darn good insights that helped my readers move forward.
Adding the recipient’ first name to the subject line may have also had an impact. I rarely do that, so this subject stood out as extra personal.
Taken in isolation, this is the most profitable single email I wrote all year.
A lack of assertiveness is a major pain point for me. A good portion of my list share some of my personality traits, so quite a few of them have the same problem.
On the other hand, many entrepreneurs, leaders and people in sales positions (who make up the majority of my audience) have no problem with being assertive, but they may worry about coming on too strong. I wasn’t aiming this email at that crowd, but I’m sure some were drawn in anyway.
In fact, I wrote this email because of how much havoc my passive disposition was causing in the way I managed my time. Because a lot of my readers are a lot like me, I researched and wrote for myself, knowing it would help them as well.
A lot of your readers are a lot like you, too. Or, they’re a lot like the persona you’ve created for your business, brand or spokesperson. That perception of interpersonal similarity and shared values goes a long way. Make the most of that resonance.
#5: Writing Copy to Sell Your “Crazy” Offer – 44.1%
My newsletter supposed to be about copywriting. Most of my readers connect with me for that reason. So it makes sense that subscribers would open an email that explicitly states it’s about writing copy.
Also, everyone on my list would like to get more sales. I’ve made a promise in the subject line to help them out in this area.
This subject also connects this email to the previous one. Anyone who had read the previous newsletter (which was the 7th most-opened email of the year) would see a connection and probably want to follow the “continuing saga.” The tie back to the last email opens a loop that can only be closed by reading the current email.
Speaking of crazy offers, have you heard about this one from Art Van Furniture?
Who wouldn’t like free furniture?
This store is driving action (sales) by making a crazy offer: if it snows more than 3 inches on Super-Sunday, anyone who buys furniture during the promotional period will get a full reimbursement.
Key Takeaways for Writing Subject Lines that Get Emails Opened
— Freebies still work. But just because they’re free, doesn’t mean you don’t have to work hard to sell them.
Speaking of free, Creating Business Growth, a book I’ve co-authored, is available on Amazon Kindle for no cost until January 5th. It has already reached bestseller status in several countries. Get your copy here.
— “Curiosity is the strongest human incentive.” Claude Hopkins
— Appeal to the self-interest rather than the coolness of the thing you want to talk about. (E.g., this email is about email subject lines that have worked well for me, but I’m writing it because I know you’re looking for ways to continually improve your email marketing results.)
— Solve problems. Offer hope.
— Remember the values you share in common with your subscribers. More than we tend to realize, people are looking to connect with people who are like them. When they see themselves and their values reflected in others, it’s naturally attractive. As C.S. Lewis said, “Friendship is born at that moment when one man says to another: ‘What! You too? I thought that no one but myself…'”
— Email series work well. Leaving open loops from one message to the next increases readership. Talking about your chosen topic more than once also helps drive the point home.
— Make big offers. You can’t bore people into opening your emails.
For exclusive training to help you write better emails, faster than you may think possible, check out Inbox X-Factor.
My international secret society is officially coming out of the shadows.
Twenty-one of us have collaborated to write what’s sure to be one of the most useful books you’ll read in 2015. Creating Business Growth is focused on effective lead generation, but you’ll learn a ton of information that can be applied to other parts of your business.
This isn’t an ordinary marketing book written by academics. Some of the smartest entrepreneurs I know reveal the secrets they’ve used to grow their own businesses and make their clients very happy people. My co-authors include a TED speaker, contributors to the Washington Post, CNBC and BBC World Services, a Clinton White House speechwriter, several best selling authors… the list goes on.
Because we feel passionately about marketing and we want to help as many people as we can, we’ve decided to give the book away gratis. Amazon will only let us do that for a short period of time. So from January 1-5, the Kindle version will be free.
Remember: you don’t need to have a Kindle device. When you download the ebook, you can pick up a free app for your phone, tablet, laptop or PC. Easy as apple pie.
“Doing business without advertising is like winking at a girl in the dark. You know what you are doing but nobody else does.” ~ Steuart Henderson Britt
Marketing your business using the same methods everyone else is using isn’t much better.
One of the biggest problems any business has these days is getting and keeping the attention of their should-be clients and customers. Another problem that many of entrepreneurs and solo professionals have is that they have no idea what to do to stand out from everyone else who’s trying to get attention (not just the competition).
Many also fear doing something they’ve never done before or something that seems risky.
During times like these, being bold enough to take risks and step outside of your normal comfort zone may be what it takes to make your marketing work. A lack of courage may leave you unnoticed and under-appreciated as the expert you are.
In his constant quest to share practical marketing insights, tactics and strategies, Steve Lahey invited me to share a few “outside-the-box” marketing ideas with his audience. Check out the 30-minute interview, Creative Marketing Ideas for Solo Professionals.
In the half hour, Steve and I spoke about 3 proven tactics that are rare enough to be ridiculously effective:
direct mail
“best buyer”/influencer outreach and
a unique kind of live, in-person event.
If an injection of fresh thinking might rekindle the spark in your promotional efforts, I think this is a pretty good investment of your time. Even if you don’t use the techniques mentioned, the thinking behind them and the reasons they’re effective are sure to be thought-provoking and inspiring.
My personal philosophy of business and marketing comes out pretty strongly here, too.
I’d love to hear your feedback on the interview. I’d also love to hear about your favorite outside-the-box marketing ideas in the comments below.
“If the woman howling from the backseat of Agent Carson’s black SUV weren’t already dead, I would’ve strangled her. Gladly.”
So begins Darynda Jones’ latest book. But the book is captivating even before the opening line. The title instantly sends your mind on a journey of curiosity.
Seventh Grave and No Body.
To be fair, I haven’t read anything other than the first page of the book. The book cover caught by attention yesterday at Barnes & Noble. My imagination isn’t ready to stop thinking about where the story might go.
That’s what sizzling content does. It grabs your attention and puts it in a headlock. It activates the movie screen in your brain and reaches down to pull on the ol’ heartstrings, at least a little bit.
This is not the kind of writing we were taught in school. The style we mastered between K and 12 is almost the polar opposite, when you think about it: matter-of-fact, even clinical in it’s lack of emotion. Without personality. Yet, a large percentage of business owners and marketers carry this dry, academic style over into their attempts at sales and marketing.
Then they wonder why no one opens their emails.
Now, I know YOU don’t have that problem. But there’s a good chance that you feel like your writing could be stronger. You’d like for your content to be more persuasive. You want your marketing to pack more punch in whatever media you’re using.
If so, I hope you’ll join Jeff Zelaya from Triblio and me for “How to Write Content that Sizzles and Sells,” a Google Hangout On Air tomorrow (Monday, November 17) at 1 Eastern. We will discuss turning your articles, blog posts, video scripts, etc., into “page-turners” your potential clients will have a hard time ignoring.
You can even ask content marketing, writing or persuasion questions and we’ll try to answer them.
P.S. I want to quickly emphasize a takeaway we learn from the book I mentioned in the beginning of this post.
The title Seventh Grave and No Body, is pretty interesting all by itself. Even more than the words themselves, this title is engrossing because of the mental associations the reader carries while he reads. The title doesn’t mention anything about crime scenes, tricky murder investigations or elusive serial killers. You read that into the words on the page. The pictures created in your mind have more to do with your own personal experience than anything else.
The meaning of a word is greater than its definition.
Leveraging the power of mental associations is an advanced writing technique we’ll be covering during the Hangout. You’re not going to want to miss this.
“It’s not a question of how. It’s a question of what. If no one told you that bullets flew straight, and I gave you a gun and told you to hit the target, what would you do?”
Do you remember that scene from the movie Wanted? Wesley, the protagonist, was training to become a Fraternity assassin. Part of the training was learning to curve bullets. Wesley was clueless as to how to make that happen. Sloan (played by the always-dapper Morgan Freeman) described the difficulty as a belief problem.
In the movie, bullets fly straight because the shooter believes that’s how they should act.
An assassin’s belief in his ability to shoot bullets in impossible trajectories makes it possible.
In the same way, your should-be clients’ belief in you, your products, your industry, etc. — and his own ability to “curve bullets” — plays a huge role in their buying decisions.
I hesitate to talk about this…
The concepts of belief and the suspension of disbelief are advanced and powerful; in my attempt to treat the topic properly, I’ve taken forever putting my thoughts on “paper.”
I’ve just recently started sharing this info with private clients, but we’ll talk about it briefly here today. After all, I am committed to helping you win more ‘yeses’ from people who will benefit from your products and services.
Going Beyond Credibility
It should go without saying that a sales message MUST be believable if it’s going to have any kind of positive effect.
Proof elements such as testimonials, scientific or clinical evidence and demonstrations help clear away doubt about whether or not your product does what you say it will.
Most sales pitches work hard to establish the credibility of the salesperson, service provider or manufacturer. They mention degrees earned, awards won, longevity in business and the fancy magazines they’ve been featured in.
All of this is good stuff. Important stuff. People don’t buy when they don’t trust. But credibility in itself isn’t the stuff breakthroughs are made of.
Consider this. Whenever you step into a movie theater or turn Netflix on, you engage in a subtle volitional activity: you flick off the unbelief switch in your brain — or at least put it in standby mode. You know you’re watching a movie…you know parts of the plot are totally unrealistic (in the real world, no man is THAT romantic)…but for the sake of enjoying the story, you accept these things as truth.
That’s why Morgan Freeman can tell us — with a straight face — that the laws of physics don’t matter. That’s why we believe him for 90 minutes.
As in the theater, so in the marketplace (to paraphrase Bill Jayme).
Your marketing message or sales pitch has to strike at the emotional heart of the hearer/reader and create a vision in his mind. For a moment, he has to dissociate from the “real world” and see himself enjoying the benefits he’ll receive after buying from you.
He has to SEE the bullet curve.
You have to create a story and help him watch the plot unfold — with himself as the main character.
He has to see HIMSELF bending the trajectory of the bullet.
How do you make him envision that?
Briefly,
Talk about a topic the potential client wants to believe, or approach the topic from an angle he wants to believe. Desire forms the basis for vision and belief. (See Business of Belief by Tom Asacker)
What’s the “big idea” behind the thing you’re offering? Let the story do the heavy lifting. The statistics play a supporting role.
Say unexpected things. You have to slap people out of their haze to earn their attention. Then keep earning it, or the audience will tune out. Predictability is boring, like in any other story.
Dig in for the long haul. Be prepared to use a series of messages, because in many cases, the first exposure may not do the trick. The more a person is exposed to something, the more likely he is to believe it (look up the illusory truth effect and mere-exposure theory).
Be a character. Strong personalities take us on journeys and activate the imagination. Polarizing figures force us to make choices. Don’t you feel like you know the characters on your favorite TV shows personally? You probably have similar feelings about some brands and business people.
What’s the difference between store-brand bottled water and Fiji or another high-end brand? The story. That’s some serious suspension of disbelief at play going on there!
(If you’re interested in learning more on this topic, you may enjoy my in-depth article Belief-Based USP.)
When people who should say yes to “you” say “no” instead, there is one overarching cause. Borrowing a few words (and an image) Dr. Harlan Kilstein shared someplace in cyberspace:
“The only reason you hear “no” when you are selling is because you haven’t connected your product to their highest ranking criteria.”Couldn’t’ve put it better myself — so I didn’t even try.
If what you’re offering doesn’t gain a position of ranking priority in your potential customer’s mind, you’re gonna hear a lot of nos. That shows up in a few different ways, one of which we discussed last week. We talked about how sales messages miss the mark if they don’t appeal specifically to the self-interest of the prospect.
Another reason people who should be your customers will reject you is because change is hard. When we’re selling our products and services, we’re asking people to
change from inaction to action
change from one course of action to another
change brands or providers
change their thinking
change their habits
People generally do not like to change and we usually try to avoid it, even when we know the results will be good.
As the saying goes, we usually change our behavior when the pain of staying the same becomes greater than the pain of changing. And this is really the key to overcoming this reason people reject our selling messages.
Many times, we try to persuade tough prospects by piling on benefit after benefit and bonus after bonus. What we don’t realize is that the problem is not a lack of value (although extra value is rarely a bad thing). We oversimplify the persuasion process.
When people make decisions, they have to weigh multiple factors. As marketers, it is easy for us to only address two main categories: payoff of taking action and the cost of not taking action, i.e. the benefits they get from buying and what they miss out on if they don’t.
What we fail to consider is that, in the mind of the potential customer, there are HUGE benefits to inaction.
Changing is hard; your prospects most likely aren’t going to do it just because you offer a better alternative to what they’re doing now (which could be nothing). You’re going to have to paint the picture, taking into consideration the payoff of inaction and the cost of action.
Recognize that change is difficult for the prospect (just like it is for you). Acknowledge the fact, but put it in its proper perspective. “It feels good to smoke a cigarette when your coworker gets on your nerves, but is it worth shortening your life because he’s a jerk?”
The Cost of Truth
Sometimes we’re stuck in our ways. We like our way of doing things and seeing things. Even when we learn about a better way, we’re not trying to hear it. I was that way with the Dewey Decimal system. The Library of Congress classification traumatized me.
Speaking of books, how many book publishers, newspapers and magazines have gone bankrupt because they didn’t want to change along with the digital revolution?
“Everyone—yes, everyone—has an emotional attachment to their view, no matter how trivial. Some attachments are more easily severed than others. But they are still there.” ~ Abdu Murray
We have to realize that there’s more behind the “nos” we hear than a lack of value on our part. We have to explore ways to facilitate change.
Can that be done through marketing? Absolutely. We’ll get deeper into that in the future.
It is a common mistake for businesses to promote themselves by…promoting themselves:
“Quality Service and Affordable Prices”
“Over 40 Years of Excellence”
“Nobody Does XYZ Better Than Us”
Each of these statements has some degree of meaning. They’re fairly generic, though, and almost completely focused on the leadership’s opinion about the business itself (or how they hope to be seen by potential customers).
Marketing claims like these are not very persuasive, are they? Why not? Because consumers do not care about businesses; they care about themselves. They care about fixing their problems and getting the various things they want in life.
That is the key to connecting with customers. When a business is the main character in its marketing messages, it sacrifices a large part of its persuasive power.
The Reality: People are Self-Interested
The late David Wallace Foster, a renowned writer and professor, made the following remark in his commencement speech to Kenyon College in 2005:
“…everything in my own immediate experience supports my deep belief that I am the absolute center of the universe; the realest, most vivid and important person in existence. We rarely think about this sort of natural, basic self-centeredness because it’s so socially repulsive. But it’s pretty much the same for all of us. It is our default setting, hard-wired into our boards at birth.”
I’m not saying it’s right. It’s just true.
Customers owe no loyalty to a business that doesn’t make their life better in some way. If that life-improving potential isn’t communicated in customer-centric ways, the business will probably be ignored.
People are self-interested. Businesses are self-interested, too.
Something wonderful happens when a potential customer hears exactly how buying a product will make his life better — in clear, specific, compelling language. He buys! That kind of message can penetrate the inward focus that dominates the customer’s worldview.
Emphasizing a prospect’s self-interest is in the business’ best interest.
“Results — Nothing Less.” Drayton Bird tells potential clients that they’re not paying for marketing or consulting (which they don’t care about). They’re buying the results they want.
“Income On Demand: The Simple Secret to Unlimited Stock Market Payouts.” Who doesn’t want income on demand? Rather than saying “Great Stock Market Tips,” Agora Financial adds emotional punch and begins telling you how easy it is to reach your objective: making lots of money on the stock market.
“Is Cancer a Fungus? Can It Be Prevented? Learn How To Help Your Body Destroy the Candida Fungus, Get Your Energy and Your Life Back” Specific, surprising and all about the reader.
Now, who is the hero of your marketing message? Remember, your should-be customers are not thinking about you. They’re looking out for their own best interest, not yours. (And rightly so!) They care about you only insofar as they can benefit from doing business with you.
It is in your best interest to show potential customers that you’re looking out for them and you’re uniquely equipped to help them achieve the results they want.
Did you see the marketing prank Sony did to promote the movie ‘Carrie’ last fall? It’s very clever and quite amusing when you know what’s going on. If you’ve never seen it, you should watch it. The video is less than 2.5 minutes. Even if you have seen it, you’ll probably enjoy watching it again.
[ The prank is about telekinesis, not telepathy, but I’ll come back to that because I teach one form of that, too. ]
Telepathy is transmitting a message from your brain directly to another person’s brain. And far from being confined to the fantasy world of sci-fi and horror movies, it is real. It is the force that moves nations as well as individual citizens like you and me.
“It’s amusing when you stop to think about it – for years people have argued about whether or not such a thing exists…and all the time it’s been right there, lying out in the open… All the arts depend upon telepathy to some degree, but I believe that writing offers the purest distillation.” ~ Stephen King
Plato’s Republic. The Communist Manifesto. The Bible. The course of history has been shaped by the words written in these books.
Advertising words have also influenced culture, changed perceptions and built empires:
“This is your brain. This is your brain on drugs. Any questions?” (Who can forget that one?) “Melts in your mouth, not in your hands.” (At the time of his death Forrest Mars and two of his sons were the 29th, 30th and 31st riches Americans) “A diamond is forever.” (In 1939 only 10% of engagement rings had diamonds. By 1990, 80% did, largely because of the marketing efforts of the De Beers diamond cartel)
You Are Telepathic, Too…
…but you have to be intentional about it. Rule number one of selling is that nothing sells itself, no matter how good it is.
The people who should be your customers
don’t know you exist
don’t know there’s a solution for their problems at all
are already buying from the competition or
aren’t ready to buy yet.
The survival and success of your business depends on you proactively fixing each of those issues.
You need to get your sales message your should-be customers’ minds. That’s telepathy.
Then, you need to get those people to take action based on the message you delivered. That’s telekinesis.
The telepathy part
Create an appealing message. Consider what will appeal to those should-be customers; that’s more important than what you think is cool about your product. The approach most likely to get the right kind of attention is to address, in an interesting way, a topic that has a big impact on them.
Very few things get our attention like problems we’re facing right now.
(Check out the P.S. below for a partial list of ways to deliver your messages)
In that first instant, you must identify who you’re talking to (your should-be customers) and why they should continue paying attention. You can plainly state what kind of benefit they’ll get or you can tease them along with mystery. Both work well in certain situations.
Keep them interested by continually letting the reader/viewer/listener what’s in it for him. In the case above, the reader will have a happier wife, more productive communication, less time sleeping on the couch, etc.
The telekinesis part:
Let should-be customer know how to take advantage of your offer. Make the decision as easy as possible for him; remove as many obstacles (real or imagined) as possible. Help him see what he’ll be missing if he doesn’t take action.
Of course, not everyone will receive the message you’re sending out, and not everyone will move the way you hope. That’s just how these things work. But you have to realize that people everyone has needs and desires, and there’s a segment of the population for whom your product or service is the perfect solution. You would do them (and yourself) a disservice by not trying to get your thoughts into their minds and help them make choices that are in their best interest.
I’ll be sharing the best insights I’ve got on this topic during tonight’s Irresistible Offers teleseminar. If you’d like to improve your telepathic and telekinetic abilities, head over to https://donnie-bryant.com/irresistible-offers/ to get registered. (I refuse to under-deliver, and my money-back guarantee confirms the fact).
P.S. Here’s a partial list of telekinesis delivery methods, in no particular order:
Writing blog posts or articles, on your site or other sites your target customers is likely to follow Write for magazines, newsletters or trade journals
(Self) Publish and promote a book Build and communciate with an email list. Or “borrow” someone else’s list Real mail Interview or be interviewed in traditional media (radio, TV, newspaper), Google Hangout, podcast, etc.
Youtube or Vimeo. Not (necessarily) being cool or funny, but educating, offering value and being helpful Banner ads online
Space ads in newspapers or magazines Pay-per click
Radio or TV commercials Make phone calls
SMS mobile marketing Social media
If you need help figuring out which of these channels will work for you, or if you’re not sure how to best use them to communicate your message, feel free to get in touch.
