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Full Description
Get Straight to Your Customer's Mind, Heart, Buy Button...Visually!Skip past the filters: jump straight into your customer's powerful visual instinct, where 83% of all human learning is processed. Craft messages that can be brilliantly expressed visually. Then, brilliantly express them. Learn the modern and timeless arts of visual persuasion from a master: Stephanie Diamond. Design irresistible visual persona. Tell masterful visual stories. Create breakthrough images, infographics, and video. Use all the visual social tools at your disposal, from Instagram to Pinterest to YouTube. Words can't express what you need to say. Visuals will. Get this book: see how.Think visually to solve marketing challenges text can't handle Utilize visual maps to craft sharper messages and strategies Guide prospects on a visual journey they simply must follow Make abstract ideas intensely real and tangible Visually boost the effectiveness of emails, landing pages, and case studies Leverage new presentation tools that go way beyond PowerPoint Clear away obstacles to action with infographics, checklists, and worksheets Add visuals to deepen engagement on Facebook, Twitter, Pinterest, and Google+ Create outstanding low-cost video for marketing and tutorials Optimize your visuals for tablets and smartphones Quickly improve social media performance with intuitive new visual tools
Contents
INTRODUCTION 1Part I: Rules for Social Media MarketersWhat You Need to Know 7The Power of Visuals and Text 10Evaluate Your Online Ability to Persuade 10A Visual Marketing Method 13Relationship Building 15Scarcity 15Banner with Story and Graphics 15Green Attitude 16Word of Mouth for More Social Proof 16Liking, Belonging, and Listening to Feedback 16Reciprocity 16Toe in the Water 16Social Proof 17WIIFM 17Authority 17Tools to Consider 17Ideas to Use 17Idea Map 18Endnotes 18What You Need to Know 20Understand Your Niche 20Speak the Language of Your Buyers 23Use Personas to Clarify Your Target Market 24Overcoming Obstacles 25A Visual Marketing Method 25Ideas to Use 29Idea Map 30Endnotes 30What You Need to Know 31The Bigger Picture 32Customers Get Swept Up 33Why Are Business Stories Difficult to Get Right? 34The Story Structure 35A Visual Marketing Method 37Capturing Existing Stories 37Tools to Consider 39Ideas to Use 39Idea Map 40Endnotes 404 UNDERSTAND HOW YOUR CONTENT SUPPORTS YOUR BUSINESS 41What You Need to Know 41How Content Fits In 42The Power of Great Content 43Snackable Visual Content 44Make a Commitment 44A Visual Marketing Method 46Ideas to Use 49Idea Map 49Endnotes 495 TAKE BUYERS ON A JOURNEY 51What You Need to Know 51How We Buy Online 52Problem 53Personas 54Options 55Details 55Buy 57Satisfaction 57A Visual Marketing Method 58Ideas to Use 59Idea Map 606 CONNECT USING COLLABORATION'S MANY FORMS 61What You Need to Know 61Forms of Collaboration 62In-House Collaboration (Employee to Employee) 63Co-Creation (Employee to Customers) 63Crowdsourcing (Company to Experts) 65Crowd Funding (Experts to Customers) 66Ideas to Use 67Idea Map 68Endnotes 687 KNOW YOUR CONTENT 69What You Need to Know 69Topic Inventory 71A Visual Marketing Method 72Ideas to Use 74Idea Map 75Endnotes 75Part II: Tools to Help You Create Your Visual MarketingWhy Mind Maps Intimidate Some People 80Principles of Good Mind Maps 81Using Mind Maps for Online Marketing 82Mind Maps Are Useful for Work Groups 83A Visual Marketing Method 84Tools to Consider 86Ideas to Use 87Idea Map 88Endnotes 889 MAKE IDEAS TANGIBLE 89What You Need to Know 89Create Artifacts 91Benefits of Tangible Ideas 92Making Your Ideas Visible 92Physical Tools That Make Ideas Visible 93A Visual Marketing Method 97Tools to Consider 99Ideas to Use 100Idea Map 100Endnotes 100IDEAS 103What You Need to Know 103Benefits of Diagrams 105Types of Diagrams to Consider 106Tools to Consider 110Ideas to Use 111Idea Map 111Endnotes 112What You Need to Know 113Types of Templates 114Structures for Business Writing 117Design Templates 117Checklists as Guides 118Make Checklists Valuable 120Tools to Consider 120Ideas to Use 121Idea Map 121Endnotes 121What You Need to Know 123Smarter and Better 124Understanding the Lizard Brain 125Look at Examples 126Tools to Consider 127A Visual Marketing Method 129Ideas to Use 132Idea Map 133Endnotes 133Part III: Content to Get Customer AttentionWhat You Need to Know 137Using QR Codes 139Finding Images 141Tools to Consider 143A Visual Marketing Method 143Ideas to Use 147Idea Map 148Endnotes 14814 SPREAD YOUR MESSAGE WITH INFOGRAPHICS 149What You Need to Know 149Why We Love Infographics 150Look at Examples 153Tools to Consider 154A Visual Marketing Method 155Process You Can Try 155Ideas to Use 158Idea Map 159Endnotes 15915 DEVELOP CASE STUDIES AND REPORTS WITH VISUALS 161What You Need to Know 161Resources for Examples of CSR 162Finding Your CSR Online 163A Visual Marketing Method 165Ideas to Use 171Idea Map 172Endnotes 17216 DIGITAL PUBLISHING AND EBOOKS ARE HERE NOW-USE THEM 173What You Need to Know 173A Visual Marketing Method 174Purpose/Revenue 175Content 178Document Conversion and Distribution 179Added-Value 181Promotion 182Importance of Book Cover and Visuals 183Ideas to Use 185Idea Map 186Endnotes 186What You Need to Know 187Analyzing Your Brand 190Visual Expectations 195A Visual Marketing Method 198Ideas to Use 198Idea Map 198Endnotes 19918 LANDING PAGES WON'T PERFORM WELL WITHOUT VISUALS 201What You Need to Know 201About Landing Pages 202Rules of Persuasion 203Mechanisms of a Landing Page 204Components 205Where Are Buyers in the Journey? 205Effective Handshake 206Email Marketing 206A Visual Marketing Method 207Basecamp Software 207WorkFlowy 209SEOmoz 211Tools to Consider 213Ideas to Use 214Idea Map 214Endnote 214PART IV: Tactics for Social Media PlatformsWhat You Need to Know 217A More Visual Facebook 220A Visual Marketing Method 222Ideas to Use 228Idea Map 229Endnotes 229What You Need to Know 231A More Visual Twitter 233Tools to Consider 237A Visual Marketing Method 239Ideas to Use 242Idea Map 242Endnotes 243What You Need to Know 245A Word about Captions 248Why Instagram Is Great for Social Media 248What Should You Promote? 251A Visual Marketing Method 251Using Instagram Photos as Part of a Business Plan 253A Healthcare Company Educating People Around the World 254Ideas to Use 255Idea Map 256Endnotes 25622 USE PINTEREST AS A MARKETING HUB 257What You Need to Know 257Pinterest for Business 259Value to Your Customers When You Use Pinterest 261What Makes Pinterest Great for Social Media? 262Tools to Consider 266A Visual Marketing Method 268Ideas to Use 271Idea Map 272Endnotes 272What You Need to Know 273Getting Started with a Tumblog 274Blog Types 275Posting 275Curation 276Why Tumblr Is Great for Social Media 278Tools to Consider 280A Visual Marketing Method 280Themes/Branding 284Promoting Your Tumblog 285Ideas to Use 285Idea Map 286Endnotes 28624 GOOGLE+ IS MORE VISUAL THAN YOU THINK 287What You Need to Know 287Getting Started with Google+ 289Why Google+ Is Great for Social Media 291Tools to Consider 292A Visual Marketing Method 293Ideas to Use 296Idea Map 297Endnotes 29725 MOBILE APPS PROVIDE VISUAL OPPORTUNITIES 299What You Need to Know 299Can Visual Reinvention Work? 301Tools to Consider 303More productive 303Educate and Entertain Your Customers 307Encourage Staff Collaboration 309A Visual Marketing Method 310Capturing Your Handwritten Notes 312Social Media Sharing 313Ideas to Use 314Idea Map 314Endnotes 315What You Need to Know 317Getting Started with YouTube 318Why YouTube Is Great for Social Media 321Promotion 323Tools to Consider 325Screen Recorders 325Advanced Software 325Animated Videos 326A Visual Marketing Method 327Ideas to Use 328Idea Map 329Endnotes 329INDEX 331
