There’s a good chance that you are in an express campaign or or in smart mode. So basically what I wanted to show you if you, in order to get back to expert mode first thing you’ll see, is up at the top it’ll actually say Express campaign.
So you’ll know that you are actually not in the expert mode, which is what we are teaching you. So what you want to do is wherever you’re at you’ll probably see something up here at the very top, and what you’re going to do is you’re just going to hit the back button so hit the back button and you’re just going to back yourself out of Here once you get to the main page where it says: what’s your main advertising goal or basically until you hit the back button and you see, are you a professional marketer switch to expert mode? If you click on switch to expert mode, this is going to get you back to where system dynamics is showing you how to do a Google Ad.
So once you click on this, it will actually switch it back over and it’ll appear at the the tab area. It will no longer say Express campaign, it will just say new campaign and once this is finished, switching over from Express or smart mode, then you’re just going to click on search website traffic put in your landing page URL there and then now. This search campaign will show up at the top and now you’ll be right back to where our screens on our training are showing you.
So I just wanted to make a quick article if you got stuck and something doesn’t look correct, that’s how you get back out of it.
Often pet owners are far more meticulous about the products they buy for their pets than they are about what they buy for themselves. Someone who scripts on groceries by buying generic products and way to pay a premium price for organic double cat food when it comes to marketing an animal company, you must put your focus squarely on the emotions of animal owners.
Your marketing efforts are likely to succeed. If you emphasize the qualities that pet owners feel are most important, if you do that, then your marketing is sure to be a success. What do people look for in a pet supply company? The first key to branding your animal company successfully is to understand what pet owners want when they go shopping for pet suppliers. Here are the qualities they are most likely to prioritize.
Trustworthiness comes first for a good reason. If people are going to buy your products for use your service, they want to be confident that it’s safe and healthy for their pet compassion is another key element of animal branding. Pet owners want to be sure that the companies they buy from care about animals as much as they do playfulness and fun may also be important. Depending on what you’re selling, for example, a company that makes dog toys who provides doggy daycare, might want to emphasize the fact that the pet yuju is spending time with them.
The colors and shapes you choose for logo reflect the qualities that you want to convey to your customers. For example, this logo uses blue a color that conveys trustworthiness and reliability along with a moving image of a dog placing its port. In a human’s hand, the image is surrounded by a harsh. Oh, it’s old. This logo provides a clear picture of a company that could be trusted because the people who run it love animals from want to care for them.
The logo you choose until pet owners and not about you, even if they just glance at it. The shapes, colors, fonts and images you choose will determine whether a potential customer stops to look at your ad or content or keeps moving in search of something more appealing. Finding your place in the animal industry, one of the key considerations when you’re marketing your animal company is finding a way to carve out a space for yourself what is undeniably a crowded industry.
Their ownership is very common, and that means there’s a huge market for pet products and services. What can you do to make yourself stand out from a crowd of competitors? There are a few ideas, take an honest look at your strengths and weaknesses. If your company’s primary strength is your knowledge of dog, behavior then focus on one. It’s also the good idea to find something unique about your products or services.
Are you providing luxury products for people who want to pamper their pets? Is your speciality training order, rescue dogs, whatever it is, find an angle that makes your company special identify the target audience for your marketing? It’s not enough simply to say that you’re targeting pet owners, effective marketing, has to be more specific than that, for example, you might choose to target people at your own exotic, reptiles.
For those who show dogs, you might offer training services, especially for puppies or make products that cater to cats owners, knowing who your customers are, including demographic information such as age and income levels, as well as interests, can help you hone in on your marketing strategy. Creating a customer persona might sound complicated, but it doesn’t have to be using the information. You’ve gathered create an imaginary ideal customer to use as the focus of your marketing following these three steps will help you to determine the best marketing strategy to promote your company once you’ve completed them.
The next step is to start marketing marketing your pet supply company. When it comes to marketing your pet supply company, it pays to plan marketing is, after all, science, professional marketers spend years learning their jobs and they apply everything from psychology to mathematical principles to what they do. However, you don’t need to be an expert or even to hire a full time marketing person to do a good job of marketing.
Your marketing can benefit your company. It might be tempting to think that you understand all the ways of which marketing can benefit your company, but there may be some things you haven’t considered. The first thing to keep in mind is that brand recognition is hugely important when it comes to growing any company. Customers need to be familiar with your brand in order to trust it. A Nielsen survey from 2013 found that approximately 60 % of Internet users preferred to make a purchase from a brand.
They recognized them from an unknown brand. What that means in real terms is that the more recognizable and ubiquitous your branding is the more likely it is that customers will buy from you. You’ll have to be consistent with your branding. If you want that to happen, and to do that, you’ll need to make a marketing plan tips for making a marketing plan. It simply doesn’t pay to be inconsistent or haphazard.
With your marketing, scattershot approach is really effective. You might get it right by chance at least part of the time, but the likelihood of that happening more than once is slim. Fortunately, it isn’t difficult to create a comprehensive marketing plan. All you need to do is follow these simple steps, as previously discussed identify what makes your company unique. Very few small companies can compete with retail giants like Walmart there.
You can afford to be all things sort of people, but you need to be highly focused on what you do best if you want your marketing efforts to be successful next hold in on your target audience. If you already created a detailed customer persona, then you’ve already completed this step. It may help to know where your target customers spend time online. For example, if you’re selling luxury pet products, Pinterest marketing might be very important to you, since most of its users are fairly affluent, are mostly female.
The third step is to choose marketing goals. You might want to increase your revenue by 50 %, attract a thousand new customers or simply increase your brand recognition. Whatever your goals are articulating, them will help. You hone the rest of your marketing plan once you’ve identified your goals. The next step is to decide on your marketing strategy, which is a big picture snapshot of how you intend to meet your goals, as well as your marketing tactics, which other specific actions you plan to take to carry out your strategy.
For example, you might decide to use Pinterest marketing to reach your target audience specific tactics. New year’s might include creating a bulletin boards featuring your products or hiring someone to make them for graphics to teach, but obedience finally decide how much you can afford to spend on marketing and create a budget in addition to specifying the total amount you plan to spend. We should also allocate those resources to specific tactics, so you have a detailed plan once your marketing plan is in place, then it’s time to bring everything together.
You’ll have to use your logo, along with some specific content, marketing ideas to get the return you want, and your marketing investment hell. Your logo could help build brand recognition and loyalty every bit of marketing. You do should be associated with your logo and branding. Why? Because brand recognition is the key to attracting customers, you should use your logo everywhere, including on your website and blog on printed marketing materials, including business cards and product packaging.
Then printed and online ads on your social media pages. You can increase brand recognition by repeating the colors and shapes of your logo in other places, if your overall web design blends with your logo, for example, we’ll put forward a very consistent we’re, showing brand image to everyone who visits your site, content, marketing ideas for pet Supply companies, the final step is to use content marketing both to attract new customers and to provide value and entertainment to your existing customers.
Here are some ways you can accomplish. That goal set up a blog on your website and blog about relevant topics. For example, you might do a blog about the importance of crate training or how often to give a dog treats every blog post. You do should be relevant to your customers, pet related articles and post them on the YouTube blog. You might share a article about how to make a DIY kitty condo or how to decorate the terrarium for a pet frog.
Whatever it is, should maximize the SEO benefits of using YouTube, which is owned by Google and provide a clickable call to action in your article set up social media pages on the tour three sites most likely to be used by your customers. If you’re marketing to a younger crowd that might make sense to have a presence on snapchat, older affluent people are more likely to be on Pinterest, follow animal publications and well-known people in the industry.
The dog whisperer is a good example and share their content with your own commentary. Doing so will help you establish yourself as an authority use, email, marketing to share petrol and tips and other useful information. The key with content marketing is to keep the focus on providing value to your customers. You can include a call to action, but most of your content shouldn’t be a straight sales pitch once you start sharing content.
The final step is to refine your strategy to ensure that you’re getting the biggest possible return on your investment market testing. Effective marketing requires ongoing testing and refinement if you want to make the most of your budget, even if you spend a ton of time and effort on your marketing plan, you’re going to get it wrong at least some of the time even small tweaks, such as changing The font, size or the color of your call-to-action button can make a difference in the response you get.
You can refine your marketing with just two simple steps: review your metrics to identify potential problem areas. For example, you might notice that your sales page as a high bounce rate, or that the article content you post, isn’t getting the engagement you’d hoped for. You may want to use google analytics together with social media, metrics and email analysis from your autoresponders to determine which areas are most in need of improvement come up with an alternative for one element that you think can be improved and you split testing software to test It it’s important to test only one element at a time for best results.
After you run each test, you can tweak your marketing plan accordingly, as you do, you should see your conversion rates and sales improve conclusion. The key to marketing and branding your animal company effectively is to come up with a branding message: they’re specifically targeted to your audience and then use it consistently and effectively. Everywhere you have an online presence. The more your brand recognition increases, the more customers and revenue you’ll have I’m Simon McArdle owner of the logo company.
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You can’t say on TV. Well, this article is going to tackle the seven dirty copywriting words of internet marketing. You want to disassociate yourself from these as much as you can. If you know what is good for you number seven and one of my favorites is by you – never want to tell people to buy your book or whatever the heck it is you’re selling using the word.
Buying and copywriting means you’re spending money on it, and people do not want to spend money on anything. So you want to stay away from this word at all. Costs. Try something like claim or immediately download. This will make them think they’re getting it for nothing. Number. Six really applies mostly to the I am make money online niche earn. You never want to tell people that they can earn money online earning makes it sound like there is work involved, it’s hard to earn.
You want to use words like passively acquire an income or something like that make it sound easy number five sounds like your bud. Has an extra letter at the beginning? Learn you never want to tell somebody that they’re going to learn. Something learning is what you did in school and it’s not easy. Nobody wants to learn, they want the info to magically appear in their head, as if I some genie number four is something only a dope would use when talking about their own site.
The word is scam when people think of a scam they think of something illegal and the truth is almost all scams are illegal. This is such a dirty word. You only want to use it when talking about somebody else’s site, just make sure you can prove it. Unless you want to end up with a lawsuit on your hands, number three is something a lot of marketers just don’t get spam. This is the bane of our existence.
Spammers have made internet marketers life’s a living hell on earth because of spam. We have more regulations than we know what to do, if all of which only makes online marketing that much more of a pain in the butt number two is Ponzi. Remember the old Ponzi schemes from way back well, believe it or not, they are still around and still getting shut down every single day. The last thing you want is to be associated with one of these schemes.
There is only one word dirtier than Ponzi number one. Maybe the dirtiest word in all of internet marketing. It’s the one thing that nobody wants to do: they’d rather eat bugs than do this, and that word is work. Nobody wants to work. They just want to sit back push a button and read the money fall from the sky, so never under any circumstances, put on your website for your product that the prospect will have to work in order to see any results.
Remember if you want to be a successful internet marketer avoid these seven dirty words by earn learn. Scam. Spam Ponzi work to learn more internet business ideas like these for improving the profitability of your business. Then the doorway is here just follow the link below to see how we do what is written in this article Phil and Tom plus.Com forward. Slash subscribe. This article is part of online multi-millionaire metalloids.
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This is my first war camp for a long time and it’s really exciting to be here. I flogged you all for making it to the bitter end being here for the last session and I hope to make it my hands developers: users, sweet nice mix. Okay, my objective today is really to give you some of the best practices for creating just a nice visual design.
Very basic we’ve done a lot of coats up. Our my head is hurting all of the code of all the technologies that we’ve been talking about this weekend later, i’m also enough emphasis with I don’t usually work out the powerpoint and usually much more free-flowing. So this is the way I would normally go through a session like this alphagraphics set in place ahead of time, so so design, really. It is what we have in our minds and we bring it out into a way that we can express officially with the world right, pretty simple everything around.
This is designed that Ramos says wow gorgeous design. If you really take a look around you, this building is a ticket out. Every single thing in here has a very conscious. So what this is about is designing on the web, we’re going to tell a story, always whatever we put out there. It’s not always a story, one in town right, so my goal here is to show you how it not to have. Your site looks like this for this one, I’m quite as bad, but itself pretty crazy, not sure what they were thinking.
This one actually has a slider, so it’s not that updated and yes, this is huh this one I just had to show you live, because this is a very interesting content. Maybe this was a class think it is not going but visually it’s really confusing. I’m not the way we want to design your site comes back, I don’t know, I think they updated this blasted fall 2008. So, okay, ok, so we measure our help. You make sure your design, so don’t socks with it.
When I hide first things with any project design development, what happy any project need to ask more questions right? We need to find out who’s the client first of all who’s their customer. What’s the purpose of the website is an information like a brochure. Is it an e-commerce site supposed to sell things is supposed to get directions? What’s it supposed to do, there’s so many possibilities, it started and then what we needed to do, what kind of functionality this is websites have all of those things go into the design.
What’s the customers paint is this a site for APD client who can’t deal with a lot of visuals? That needs to be very simple, clear, or is this a store where we need to have lots of products with clear information and different categories? Something like that? What do we need to do? What’s the customers paying, were they looking for their existing Brandon at paid for into our design? So the customer might have seen this a lot.
They might have a logo, that’s don’t and years old and could use some refreshing stay with it. So how can we use their existing branding and still like something that’s attractive? I’m a visual person, I love Pinterest, is great for inspiration and colors make a huge difference in the leg and the move and it creates so we’ve got the color wheel here and raise your hand if you’re familiar with the power bill.
Awesome if you’re not just take a look at this with red cool colors, I reg we’ve got more colors and then over here we thought the way the color wheel is broken up. We’ve got primary colors, which are red, blue, yellow and secondaries, which of those complementary colors on the opposite side of the wheel, and then you’ve got colors that are complementary, they’re next to each other. Now, there’s a lot of psychology that goes into choosing colors for your website lose tend to be kind of corporate business.
Brad’s are obviously more fire sites green button. So there’s some information there there’s a ton of information on the web on psychology taste the rainbow not before about not for this, so we want to go a couple. We want to keep it simple best practice for your colors in any design that particular website one or two main colors that complement each other and an accent color, which is also called a conversion color.
So, for example, we’ve got two shades of warm color, which is fine, use, multiple shades and second color here, and our accent color. That usually needs that we’re going to use that color for what we want. People can do something some examples of our two and then the accent oh, so this is just a quick example for this particular site. We might have the background, be yellow or toned down version of that yellow and then some blue and then the accent color might be the five buttons for the links.
So that’s what that conversion color is course. What do we want to use that for when we want free to resume for choosing color schemes? I don’t use a photo. I just I really like to take a photo from nature. For example, you can be nature all colors go together. They just do just you. So you take a photo, you might pick up some colors out of that which is kind of cool. This is a tool that’s available online through adobe kuler and actually use this.
So here’s a green there’s, a and I’ll have the slides up on slide deck. Another tool is called lovers: this site is kind of cool because it’s all user-generated collar comments and patterns. So if we’re on the people to browse palettes, you can actually see some color schemes that people submitted and granted they’re using more than the top is the basic two colors but inspiration. And if you like.
Some of these, you can also make your own thoughts a question color. Yes, I’m actually cooler is a great tip that looks really cool. I found a really helpful trick. I was called instant eye dropper and I found that it’s like a little feet. You’ve heard of us, I see that look on your face. You can literally pick out a color from a picture because I had I had a client who was like um. I just pen, and I really love the color of my head.
How do I get that? Color, if I can send you a picture of it and you can literally get the HTML code for any pixel in a photo, I found it really really helpful. You can work when we go back to the 1 i’ll, give you an example of that. One thing with the pictures I used similar tool and open same tool or not, but a lot of post color scheme thought I was going on my website. So, if you’re ever looking for some inspiration, okay, typography exactly this – is just a definition on Wikipedia the art and techniques of arranging type in order to right.
Well, you get into it. It’s not quite so simple, because we have so many choices. We have our syrup a sign. Sir. We’ve got Wi-Fi like ultimate our display. Fonts we’ve got crazy. Now we have joined in fines and have all capitals of handwritten fonts and when you’re choosing fonts or guidelines again, I’m definitely in the camp of keeping it simple, clear and easy to read. Some fonts are easier to read than others.
This is doubt about it, especially in your body. Copy text like helvetica, is cheesy to read George’s easy to read, there’s a lot of them, but one thing, that’s really important to point out is that we’re not you’re not limited to what we call website, fonts anymore, which or like this will be our computer system. Fonts and then d we had 10 or so we are unlimited. We are only limited by the licensing for the pond, but clear and easy to read just like home, we’re going to one font, maybe two for our website project and your than that and get this when you use to any faunsdale wipe your attention.
It’s too complicated. Our brain can’t easily comprehend, and so people are just going to check out opposites, attract back pump with a skinny pond cir for the sponsor. If it’s things like that, try to make them line-height show you a second life yesterday so used to paragraphs which one you think is more evil. So lines are spaced a little bit further. Apart than that, it’s a little harder on the eyes to focus on and the longer your line, the larger spaces should be okay.
You can take that too far. The opposite! Yes, there you are there. The main wilson signed about left justification for justification. It really depends on the photo page. I I like left justified. You know, I don’t do that. That is really hard to resend. You have crazy, spacing font spacing on online and again it really depends on a project. As a general rule, I go left justified. Don’t do a lot of center it just don’t it’s not! My style will do.
Fpt SIA has no style right justification, not so much unless you’re. Once you do this for a while. You have a sense of what what looks right. So you really it’s all about practiced, my each one of these to the extreme code, but it’s hair bow tie our fee. Sorry, each one is typically are our page title headline right and hierarchy do some construction, so it tells the reader. These are the things that are most important and it changed SEO again.
There is still some SEO benefit to hire h2 typically design perspective. Each one is the biggest page to a little bit smaller, it’s three, a smaller still and oftentimes have that on or different colors and it’s the same font different color. The fonz in New York logo doesn’t count on to your body text and then folding. If you could have a h4 h5 one, two, three, maybe four so a couple of tools you can use I’m web fonts really easy.
Google is awesome. Your google fonts they’re, all free. You can download them to your computer. You can use your little snippet of code to embed them on your website. So if you say I want to display or handwriting press, it is with it. Okay. So if we want, we wanted to use this one we’re making a fun halloween page and they wanted to use that. Then we go down here to our collection. We can review it or we can just go right ahead and use it, and then it tells us the code that we need, and it gives us a couple of different ways to do that.
Import it from the global FBI use the JavaScript we want to, and then it gives us a CSS gracias, really easy and they’re constantly adding some of them are better than others, and some of them are absolutely gorgeous touching the 10 people, but for the most part, Is a lot to choose from there and then another tool that just as many choices in a different way, a spawn squirrel? These are all free for commercial use, great great, great, great fun download them.
You can’t have a font on your computer and you want to use it. They have a web font generator and as long as your license allows it Adobe’s once you can’t as long as your license allows its body and you find on file, and you upload it. If it will create a kit yeah it does work on Internet explorer. Internet Explorer is always going to have some things that it doesn’t like. I use this all the time on client websites, and it gives you all of them in your kit.
It gives you all the formats at your vanity yeah, really great resource yeah. I used lots for a lot 10, so you can you know if you want to just look around it, finds on there’s tons and filter. Like I said, and then this one I just found yesterday, actually a chemical there’s, some sect of it will automatically pair fonts for you, and this one gives you some choices, they’re kind of already down the work just play around, and I will ask you last everybody: These tutors, mostly we are 45 a penalty.
Not a lemonade stand. Please don’t use the gossip a crap if you’re making a comic book, it’s definitely going to use more at odds poster not really what we use for this is maybe a personal preference say. Oh sorry, doin he’s not a quick question about her lower case. I uppercase seems to be really popular, really i’m catching these days. Personally, I think it feels like yelling and shouting and angry and aggressive penfield depends on the font depends on the project.
On my website. I used primarily a lowercase Q sentence case on my own side. I think that in a headline – or you know something like that, that you want to call attention to all caps is fine, but absolutely you can be overused and it is. It can definitely perceive great grits and layout with responsive design. This is really kind of gone out the window, but I want to show you the basics on grids. We want things to be lined up well, so that their visual, we have what three seconds, maybe five.
When someone gets to our website and they’re going to stick around for a while, so yes, it was important. Yes, everything else that we went about this weekend is important still have to work so a grid in the city. This case, these are three columns, either through the whole broken, but everything is really lined up right. This is just a poster. This isn’t your website, but this is a website and it’s very it’s built on a grid.
We’ve got the four sections here. These two rows really the rest of the upper part of the site, so they work in a grid, even though everything doesn’t have to line up exactly to the edges. But it’s you don’t have things all willy-nilly on the page now this light, you might think. Oh well, there’s ranged arrived right and then lower down page, so it really is felt. This is charity water. It’s a really great example in the well-built well designed website again lower down the page still have, and they have broken it down even further.
This section takes up three columns and this 15 husbands, I’m Reds, i’m looking to quickly and I wanted to make this lightweight face and haddock. It’s not crowded, ething right, no need some breathing room. Minimalistic design designer knows he’s achieved perfection. There’s nothing left to add, can’t take anything else up without degrading the design smaller line height. This is the photo and there’s not a lot of space there.
That’s. This is a nice example of a site that I found that was googling and they’ve got independence lay out there. They’ve got the good work in auto white space living room, elegant, simple, there’s very little on this page right, they’ve got two colors black and blue. Louis, is there converse and white is their background when you click on it and as you scroll down page again, a couple of lots of white space, very simple, very clear: this is a very well designed website and just because it doesn’t have a lot on it.
Didn’t take a lot of time yeah, as for so many things, music. Do you go through the non-designers web book by Robert Williams at any point yeah when I was taking green leave, that was like the first primaforce non-designers welcome it’s a quick read into the lowdown. Not as deep as you Robin Williams, not the number yeah. Thank you. Ok. Moving on to images the best colors best typography still needs to focus, not just what it looks like it.
The visitor feels ok, tips and best practices when you’re choosing photos really important respect. The photographer you’re using something that you found on a photo site, make sure you, but don’t just grab photos off of it. Don’t Google something grab a photo and use it even even with incredible tonight, if you’re using something for commercial use, you have to have the proper licensing rights use images that are relevant.
I’m not going to put iron man on our a PhD side. Army then use images reflective, so you have a site, might have stones, might have lavender they’re, not again like that. Iran quality counts. If you have a great camera and you can take some well-lit looking photos, there’s great cameras out there a lot but make sure that you know if you have you’re making a hotel site, those gas terms have a proper lighting staging that they look professionally done.
It’s going to reflect on what your customers name, I popular affair, loquacious, and they give me. I can’t use any of them, but I have to have it really hard conversation with what makes a huge what resolution you probably all know 72 DPI and use optimization tools, whether use Photoshop or use an online tool, or something like that. Just so that you’re, not using 300 DPI images on the web that will slow down your site, important speed is jpg and PNG formats are best.
I you can use when I have many a transparent background otherwise into Jacob, because the files are smaller. Sightlines is something I don’t really have a visual for you, but you know you have an image of a businesswoman right and she’s looking and cover by button here since she’s looking over here, she’s faced like this over his cross because he’s so many photos now and She’s looking that way, but he flips that photo and she was looking down survival or up towards your newsletter signup box, going to follow where she’s looking, naturally so pay attention to how the photos you choose.
Are they working with your content, great place to find images for Redick on fight? You might yes come fight, pulls its database really cool, let’s just search for okay. So all of these images, above this line our stock photos in your body. Everything below that line is from flickr, so you can click on photo and if you hover over it, it tells you the dimensions that it’s available in UK example, one that one’s on the x that out usually works.
But usually you can ask them out and they just disappear, but this photo. It tells you what sizes you can and then it allows you to download it. It also gives you this code to copy and paste, so you give a photographer really really important and before you choose a photo over here, you can choose your career Commons license, so you can select that only one because of I am licensed to use commercially.
You don’t have to worry about everything else out there, everything below this line. You are able to use. If you embed that code. Yes, there is a wordpress plugin, yeah yeah. I times not use the poor guys. But yes, sir, what’s it called Kampai yeah, really good, because, yes, Creative Commons has its own search tool? Well, search, google! All of different places, figure out our website choose to go pee I use istockphoto on any stock photography.
It’s I find it the most reasonably priced with the best selection without getting super super expensive. They think their pricing has definitely increased to a year, but it’s still fairly reasonable resource, and this is really our design has to relate to our customers audience it. Doesn’t it’s not, I ha you’re talking about my hair yeah and you know we really had to give developers credit. I mean there is no way that can I do both, but I don’t do the development and there’s a reason for that.
A long time when I first started my business, I did fall and I found that my my designs were limited because, as I was designing something I was thinking okay well, I wanted his homework right, so I wasn’t able to really be an expert in everything. So I said this is where I want to focus most of my energy and I’m going to hire somebody to do the heavy lifting of the desktop for me and that’s how I work and and again this talk was initially thought I thought.
Well, I work with so many customers who come to me that had an awesome, developer and love my developer, but he tells me he doesn’t right, so they come to me to help guide him so that they can make they can make it work very good points. Make sure that your be sizing that you’re keeping the aspect ratio? Yes, jpg me there’s a lot of tools. That’s not that’s what I haven’t heard of, but thank you okay, so I’m just giving you all these headlines right.
What we want to do art is about bringing nipples so take the guidelines. Practice get comfortable but know that you don’t have to do everything by the book, because that’s where r is we want to be able to express ourselves. We want to be able to provide our clients with something that’s valuable is going to work for their customers. What we want to be creative at the same time, so kitchen hole yourself, questions anything I didn’t cover.
Yes, do you have any suggested tools for the grid lines how to make sure that website bonds up, I did say I was going to show you yeah you can do you use what you use for virtual editor? I don’t. I might use photoshop photoshop um. You can there’s a setting the top. Like the view settings you can show the grid okay, then you can adjust the grid to how many pixels you want not to be okay. Yes, I’m sorry wish you were too um.
I just sorta stop the most. I think I picky is one on the web and I believe that still free splash splash splash up, but how does powerful as Photoshop and it’s tributes there? Well, you know. Sometimes I really don’t want to fire up photoshop right now, because it’s heavy splashtop jump right. Well, in your are Mac preview is a gradual, you can resize images writing preview and it can change the resolution.
You can change the conventions you can, I add, can’t change like Frank, but for quickly side he’s ready. I think you can do the same. We were talking about the color dropper. I use this little thing in Firefox, where I can click on it and it’ll cross hair shoes, all kinds of colors going to click on color that I want it will automatically pop you that to my clipboard or I can flip this little drop-down and I can Copy all this any different values, and I need our TV or and if it isn’t quite right, I can click on, and I can just drag this around.
That’s a Firefox cars are yes, one of the great things in WordPress is that the themes do so much. The layout for us aviva populated with content, but one of the challenges faced with a good header. You give us any wisdom just to point us in the right direction for headers yeah, I mean using these practices that we just talked about. I mean again event depending on project a nice logo. Logo type type is nice if your customer doesn’t have one.
I don’t use a lot of like photos and such and a header, but it depends on again what the project is make sure it’s balanced are going to match. Yeah, not sure. If that answers your question. Okay and definitely um again depending on the site, you might want something: that’s really bold and stands out with. You know big bond and without being over-the-top and then maybe it’s for a very basic site.
Sometimes the header is the main graphic on my entire page, and then you just have some fonts that you do a proper placement and that’s enough for the design. Yeah you an SEO is a great tool, if you don’t use that already, and it will actually give you it will give you a a visual of where people are looking so it’ll actually give you like different colors on their page website up, and it will tell You what people are looking at by where their mouth is and what they’re clicking on, and you can use that in your design, research or if you have a page, it’s already there as a way to maybe make some edits.
That is your classroom door. Yes, I’m just wondering if there’s anything you can say about um how much your your main should be broken up into different sections or pages or whether you should have one long page or if there’s anything that you use this rule of thumb yeah. It used to be that above the poll this we have everything about pulling a lot, not pages, although that’s not really the case anymore, especially with mobile, I mean people.
Are they expect this role? That said ridiculously long, because you could certainly break up, I tend to say you know four or five, three toes food blog posts about the limits girl break it off to the next one without yeah. I allow the scroll like and I don’t design against that, but you know use your judgment. You don’t want the user, but I think if they can get to the information. Yes page, I started seven years ago.
This company is confident, I think, that’s a great question and they do need information at your talk about again. It’s at all, we used to do. We don’t think they know where they are right. That’s it. I don’t put a ton of information. I would recommend putting a ton of information on home page. They do recommend. Is that you’re very clear what you want the customer to do next? So your call to action needs to be really clear on your home page.
So maybe it’s sign up for the newsletter. So you make that button, really big, that’s what they’re going to do. Maybe they it’s a link to hire you. Maybe it’s a link to go, buy something pick one thing: maybe two that is really important and design around that most people aren’t going to come into your and on your homepage, they’re coming from somewhere else. Okay, so the other pages are really want or you want to expand your content, and your homepage is like an introduction, the combination of a introduction and a soft sell here.
You are what here’s what I want you to do. Next, that’s that’s the way. Yeah again, it’s going to depend on the site. It really is remarks you want to. Thank you all for coming, be sure to thank sponsors. You can look find them online if you guys are local, be sure to check out the Boston, wordpress meetup here once a month, yep Boston’s org and we should have articles up and as well give it a month or two the presentations only for saturday and sunday, With the exception, I want to choose, because someone there’s one there’s only one: oh there’s one! Okay, if you didn’t pick up your shirt, this is the registration desk.
Now this article was inspired because I noticed that a lot of musicians are really just wasting a lot of ad dollars by not really customizing their ad campaigns for the platforms that they’re making it in and oftentimes just taking regular content. They have like a music article and then running an ad using the entire music article, and the first thing that you want to keep in mind when you’re creating an ad is.
What is the goal that you have at the end of the day? Are you trying to drive music plays? Are you trying to drive overall awareness? What do you want the in behavior of the user to be? What do you consider a successful campaign to be so for this? I’m going to use three examples. None of these have been necessarily considered these huge viral campaigns where you might necessarily know about people in the first one I’m going to actually use an on a music example.
A few days ago, I was hit with this article on Instagram. This is also a metaphor for your car, so when you don’t put toyo tires on your car, you’re, basically doing this to choose 12 times, not spray juice. Now the first thing I actually saw scrolling down my feed was food that beautiful looking steak. You keep reading for a few seconds and then BAM. This cheese happens, obviously especially on a platform like Instagram you’re, going to catch a lot of people’s attention, using something as beautiful as a steak, some good-looking food, but this ended up being a type of commercial.
You can see that a lot of people got got when they talked about it in the comments. So why this commercial works, which is really important to remember and take note of, is the fact that, even though they had to stake in a transition to end up being entire commercial, it wasn’t like some straight spammy stuff. It made sense in the narrative of the actual story itself. The steak was ruined by cheese.
They were using it. As a metaphor to say your car is ruined. If you don’t have our tires, don’t put cheese on your car, I want to drive that point in because a lot of people call everything clickbait these days, but clickbait isn’t necessarily clickbait or at the very least, it’s not so much of an offence. If what you’re? Using or the content after, the click actually makes sense and it’s providing value at the end of the day.
But so the point is they were able to use something to capture people’s attention and then transition. When you have something as boring as tires right. A lot of you guys are working with music, or just everybody has different. These interesting brands but tires is pretty boring. How do you capture people’s attention? I never heard of toriel tires before this ad or saying this, but now I do. These type of campaigns are really to build awareness, they’re really not meant to drive some kind of specific clicks or behavior, or I personally wouldn’t use that type of AD to do that, but just getting people intrigued and captured by what it is, and maybe a lot Of people might even send it, so they can get somebody else, whether I actually end up saying it to my sister, because I know she likes food and I knew she would be thrown off by the ad your transition.
Or so so you got to pay attention to, and all these ads are the structures. You have something quick that brings in the attention and you use that somehow to lead to another narrative that makes sense for whatever you want to do, or at least want them to know and because you’re, using this type of AD to drive awareness with a lot Of people not necessarily know you already, this is one of the type of ads.
I would recommend doing like a Facebook ad campaign and actually paying for it, because it has the ability to stop people in their tracks for just enough time to get informed of you number two. The second day I was actually just an Instagram post, so I’m going to go ahead and start and say this type of ad is not to build a fanbase or bring in new followers. This is to engage and direct your fans, your current fans, to a specific action, a lot of people, just post, hay now available on Amazon or now available on Spotify, all of those types of things.
What this person did a blacksmith, he actually engaged and entertained. The fan base and even made them laugh a little bit around what he wanted them to know, and they provided a single call of action, which is basically going Amazon, Prime, if you got it and listen to the music. Once again, this type of head is not to build a fanbase, it’s to inform your current fan base and then lead them to a specific action.
Doing things like this allows you to constantly inform them when you can always have the regular post hey. This is available here on Spotify, but now I’m going to entertain you this time and then once again, let you know it’s available on Spotify and then I might do something else. So you can come up with a lot of creative ideas that are small. They don’t even have to be funny, but just something where you give them value in addition to the information itself and then hit them with the fact that you want them to know something and then direct them to the action number three.
So number three is my favorite, because not only definitely utilize influencer marketing, but it does it right – is going to think of it too much as an ad. It’s straight up or gank they’re listening to music as they get ready, which a lot of girls and just people in general do so it’s them being their natural selves and then they’re interacting with each other and they’re, interacting with the article just looking like they’re having Fun because of the song like they like this song, but they actually know this song that’s way different than a lot of these other acts.
You see, oh well, I don’t have any personal insight on the first two eggs, but I tell you from this alert. One is the song in this article is called mozzie by artist named Joanie in and then shown here had an additional fifty thousand plays in a very short period of time on that song after it was posted. Now the track has about five hundred twenty two thousand plays on soundcloud, or maybe it’s five hundred eighty-seven thousand, I can’t remember also, which is most important.
Joni Ann said about five hundred of those people will end up following him on Instagram and they really stick with them and stay active five hundred legitimate fans. It’s a nice amount coming from one Instagram post. He hasn’t even maximize the use of that particular clip or push the song really heavily. Yet a lot of people will talk about hey use, influences to reach out to influencers pay them for an ad, but it still depends on what they do when they promote your song.
With a lot of these losses, they’re going to want creative control just make sure that they’re doing something creative instead of just posting. So two quick tips, especially if you’re doing an Instagram hat. If you can make a article that actually gets people’s attention and maybe even you can make sense or be funny or intriguing or even confusing, without the sound at all, then you’re doing yourself a great service because hey a lot of times, people don’t have time to Click the sound also a lot of times, people just can’t because they’re in a certain place, but if you can get that message out and make them laugh, that could be a pretty effective article, especially for awareness and then, of course, when they turn to sound on.
Hopefully, the article is just that much better or explains what they didn’t get but got intrigued by before. Turning the sound on and then the second tip is a be testing, as you notice, I did not say, hey dude this one only do this one. I always talk about experimentation. A lot of people will tell you that articles do better on social media, then text ad. But I say you test that for yourself, because it all depends on your goals.
What a lot of people get confused by is they’ll, see a bigger reach or they’ll see bigger numbers as far as reades when it comes to the articles, but it just means people might never saw the article, but it doesn’t mean much good. They like the beatty or anything like that, so you might just want to use that as awareness just like the first article, because a lot of times what you might find in my experience with text is, you will have more clicks and better drive people to specific Behaviors, even you don’t have a good article ad and itself or even just good copy.
Where you’re writing your text ad. We can do a article about how you use language in your ads later, but for now that’s it y’all know what to do. Hey Dad subscribe button
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Now we are super strong advocates that traditional website rankings on the first page of Google are a bit outdated and you need to try to apply new strategies now.
The best way to rank on the first page of Google is by using YouTube articles. Why is that? Well, it’s pretty simple: Google considers YouTube its youngest brother and it’s always going to favor articles over any other website. Now, in the next minutes, I’m going to show you how you can rank articles on the first page of Google without even creating one single article, but more about that just a bit later.
Now let me just tell you a quick story about myself about 10 years ago, I created a website for my father he’s. Actually a plumber here in Romania and business was booming. He got a lot of calls until, like a few months ago, a few months ago, his website rocked in rankings on the first page of Google and he simply started to get fewer and fewer calls sometimes day by day, with absolutely no calls.
So I decided to record this article as a case study, where I’m going to help him rank articles and live events on the first page of Google and actually bringing more clients and more calls now don’t worry. This is going to work for everything. In this example, I’m using a local plumber right, but it’s going to work for EECOM, affiliate marketing, Clickbank, you name it it’s going to work for absolutely everything all right.
So, let’s start, as I told you, my dad is a plumber, and the first thing that you need to do is go on google and type in the main keyword that you are targeting now. If it’s a plumber, you type in the plumber and the city are trying to rank for if it’s an econ product, you write in the econ product and so on. So I just wrote right here a plumber in Timisoara and I’m also going to search for it and, as you can see, plumber Tina shuara and these are the websites that are ranking right now.
My dad’s website is somewhere right here yep here it is all right. So, as you can see, it’s now no longer amongst the first results, we a lot of ads right here, but it’s pretty at the bottom of the first page. So what you need to do is write the main keyword, press the space and then copy the keywords that Google suggests to you, because these are keywords that people actually search for. So in this case, I’m going to copy plumber, Timisoara Emergencies, plumber, Timisoara, non-stop and plumber Timisoara prices all right now.
As I said, it’s super important to target areas near your city or in the city if you’re living in big cities like New York, for example. So I already wrote the keywords in a notepad file and I recommend for you to do the same. So I wrote a plumber Timisoara non-stop plumber, technician emergencies and the area’s dump revita is an area near Tim Hashanah. So I wrote plumber area name, emergency plumber, professional error name so try to combine the areas, the plumber.
So that’s the job and keywords that are like emergency plumber, non-stop professional experience, so try to make a lot of combinations and you are going to create articles for all these keywords and try to rank them on the first page of Google all right now. You remember that I told you that you won’t even need to create a article. Well, that’s what we are going to do right now we are going to create a new YouTube, live stream, a new live event.
Now what this is? It’s a placeholder for a future article that will be streamed or on the stream. It doesn’t it’s not important and in our case we will never stream a article. We are simply going to write rain with the live event, so what you need to do is go on youtube.Com, I’m going to go right now and right here. You will need to click on the plus sign right here, and the camera and click on go live after the page loads simply go to stream, that’s currently in beta mode, but probably it won’t be for much longer now, in case you don’t see the plus sign.
Simply type in this URL in your browser, youtube.Com, slash, live-streaming, slash stream and right here you need to write the title, the description and set the scheduled date for the event that you on the first page of Google. It’s that simple. You won’t even need a article, as I said now, what’s very important when writing the title is to include the main keyword at least twice so in this case I am going to write plumber Timisoara non-stop, perfect, I’m going to add a dash and then I’m going To write, are you looking for plumbers in Timisoara non-stop? So, as you can see, it’s not identical to the main keyword, but it’s very similar.
So that’s the pattern that you need to take for all your events and articles. Now, of course, if you want – and you have enough characters, you can add like the phone number of the local business or even a website, although I really recommend to enter the website only in the description of the article now I already wrote my description, so we Don’t waste too much time here it is, and here is what you need to do on the first three lines.
These are the visible lines when somebody clicks your live event, so, on the first two lines make sure you enter the phone number, if it’s a local business, make sure to enter the website, the sales page, the squeeze page wherever you want, the final visitor to click And go on your website or to make the call next enter a phrase that is super related to the main keywords that you are targeting and make sure you include the main keyword in that phrase.
Next, I recommend to enter about 200 characters, maybe 300 characters of sentences related to the product that you are promoting or the local business, and always make sure to include the main keyword at least four times in the description right. It doesn’t need to be identical, but variations of the main keyword need to be included in the description, so I am simply going to copy the description.
I’m going to paste it right here and now you select the scheduled date, I’m going to set later and simply pick a date like one year from now, so I’m going to go with April of 30 right 30 of April now, as I said, we are never Going to swim a article, we’re simply going to rank the live event and get clicks from the live event without any articles. All that you have to do now is click on create stream, and that’s it.
Our stream was just created you hit done, and now all that you have to do is simply repeat this process for absolutely all the keywords that you just gathered right so for all this words simply start creating a unique title. A unique description and publish live events. So that’s what I’m going to do right now, I’m going to pause the article and come back to you and see what rankings that we got all right.
I’m back to check the rankings about one hour passed since I published all the live events and as you can see, I’m in a private tab in Firefox, and I really recommend always when checking rankings to open a private tab or an incognito window in your browser And now, let’s take the keywords that we uploaded events for and see if we rent all right so first one here, it is amazing two minutes ago. So this was the last article that I uploaded two minutes ago and it’s ranking on the first page.
So this is incredible: that’s the first keyword. Let’s take the second one second keyword here. It is so it’s again on the first page ranking in less than like 30 minutes. Let’s take the other keywords and check them all and see how many rankings that we got again the third keyword we got rankings on the first page of Google in a matter of minutes, so this really works and actually I’m blown away by the results, because I Didn’t expect all keywords to rank? Oh, my god.
Just take a look here: plumber, dome revita! So that’s the area, mutiny shuara emergencies, it’s the first result. So right under the three-pack, we have our article ranking over all the other websites, including my father’s website. So here is my father’s website and like the first position for this keyword, it’s this article amazing amazing, amazing. Alright, let’s check the other keywords again: professional plumber in Doom revita first result right, isn’t this incredible? I mean wow.
I can’t believe that absolutely all the keywords are ranking just take a look here. Non-Stop plumber in Doom Babita first result. So this is the event all these events that we were just uploaded so far. We got all them ranking on the first page, amazing. The same thing for another area from Timisoara plumber, emergency G Rock – and here it is the second position ranking right here. Alright, let’s check this one, I think you get idea all right so amazing.
I really psyched about this because all the keywords that we just targeted, we didn’t create any articles. We simply write a good title, like I, like I explained to you, write. A good description include the keyword four times in the description and, as you can see, you can obtain insane results, and this is going to work, as I said, for any niche for any city for any country. This example is from Romania, but you can apply it in Poland in us, in Russia, in India, wherever you want, and you are going to get rankings right, amazing, alright, so I really hope my dad would get a lot new calls from these rankings and actually I’m Going to record another article in a few days and report to you the results that my dad get.
So I’m going to ask him the number, of course that he got in the past days and I’m going to let you know how his business is going right. Now, alright, guys now, if you like this article, if you like the results that we got so far, please give us a like and on the light box that you see right under this article and also make sure to subscribe to the second article. You find a subscribe form right under this article and enter your email right now because, as I said in a few days, you aren’t going to get the result now.
If you really get a lot of likes for this article, I promise you are going to make new case studies in the future. Now, until the next article take care.
Thank you so much for joining me. So today I wanted to start answering some questions that people have been giving me and they actually did a article where I invited people to send me their questions, and I would answer them in a article and just put it online because usually, when someone has a Question somebody else has that same question, so that can help more people by doing that and kind of getting a wider perspective of what people are looking for and what they’re trying to figure out and understand.
So I thought about calling it Q and a with April way. What do you think Q & A was April rate? How that you know it has a ring to it for a long time. I did not like my name. It will rain. People would always call me April ray not just April but April way or I would get April May I would get all these jokes and I said I used to wish that my name was Rachel, but this was way before rachel ray. This is when I was a kid, and what was funny is that a lot of people would call me Rachel for some reason.
I think it’s because April kind of sounds like Rachel kind of has the same tone to it or sound to it. So I don’t know so what do you think, let me know put it in the in the description box. If you think April Q & A with April ray is a good title for this series, all right. So, let’s start with the question: I’m going to do. One question per article just to keep it short and sweet. So if you got your notepad out, take it out and start right alright.
So the question was asked: I it was stated that this person did not like to blog okay. We understand that blogging is an amazing way. It really is an amazing way to get leads 24-7 coming to your inbox on a daily basis. It really is, but there’s specific ways that you need to format your blog in order to make it most effective. This person said well, you know, are there other ways that I can that I can get the information out besides blogging, because I hate writing and I totally get that a lot of people hate writing.
I can write. I usually just right. Like I talk so you know, but still some people don’t can’t think of ideas, things of that nature. So what my answer is yeah you don’t have to actually do a text type blog. You can do a article article is the not only the next best thing. I actually incorporate a article to my blog a lot of the time, so the two of them is just like a it’s like a double whammy right of getting.
You know more leads and more eyes on your content, so, but what you can do is that YouTube, when you record your article and put it on youtube, what YouTube will do is create a transcript of your of what you’re saying and you can take that transcript And sometimes you have to tweak it because it’s not getting every word correctly, but you can take the transcript from your article and you can create a blog post out of that and then slap your article on the post as well and there you go.
I love that I love that YouTube. Does that, and so it eliminates the need to try and figure out what you’re going to say in your blog post. It has everything right there in the transcript. All you need to do is format it properly. So you you get a little SEO juice going and its really really effective – and it also kind of you know, takes the cuts the time out when it comes to creating content, because that can take a while.
If you, if you’re, if you’re, not if you’re not acclimated to creating content on a regular basis, so that’s it. How do you like it tell me what you think did you know about the transcripts that you can use in your blog post? Let me know put it in the description box whether you thought it was a great idea or you knew that or you never knew that and don’t forget to subscribe to my youtube blog, because I’m going to be doing more q and A’s like this.
Hopefully, I’d be a little bit better, more more polished, but you know it’s the first time alright, so that’s it! Thank you so much for joining me. If you are feeling generous, please share this article with your social network. Okay, thanks again for joining me and bye. Bye for now,
Com, and in this article I want to show you how I’m currently making over $ 50.00 per day, with one of my income streams and passive income and, more importantly, how you can go ahead and ethically still this same setup. So that way you can implement it for your life and make some passive income.
So, let’s step on laptop, so we’re behind laptop. If you guys don’t know what it is that I do, I do something called up for the it marketing affiliate marketing is basically when you guys promote other people’s products and you generate commissions. So I like to promote products within the health wealth and romance niche, and you want to promote products that solve problems so, for example, if you guys are looking here, this is click funnels, which is one of the many affiliate programs that I promote, made multiple six Figures online as an affiliate.
This is just one of many currently if we look at how much time made today so far, seventy seven dollars and sixty cents 101 dollars in eighty five since yesterday and the day before that fifty three dollars and sixty five cents. So this week, i’m averaging about fifty dollars. If we look at how much i’ve made so far with some as an affiliate, twenty seven thousand one hundred sixty three dollars passive income – I’m not working for it.
The money is just coming in. Basically, a monthly recurring revenue is a thousand one hundred and sixty nine dollars. The potential with my trials is basically an extra five hundred. So if I keep this up, I should be at pretty soon two thousand dollars per month in past. So imagine is just making $ 24,000 a year in passive income, even if you’re making more than that right now, you’re working for so imagine making that type of money without working for it and the way that you do.
That is, promoting continuity, programs and a continuity program is basically promoting an affiliate program where they have a monthly membership, or it’s a software where they have to pay monthly port. So, every time they make that payment right, it’s a product that they have to use continuously and pay for continuously. So it’s not a one-off. So, basically, as people promote or excuse me as people as you promote these products, and you generate sales, as people pay these for these products over time, they continue to use them you’re, going to get paid a monthly paycheck and the whole goal is to generate enough Sales to where that monthly income gets high enough to where you can quit your job, one of my students is making five to ten thousand dollars a month in passive income because he’s project promoting affiliate programs that have continuity programs.
So, for example, I’m making an extra $ 1,000 a month with this one passive income right now this week we’re looking at like fifty three dollars per week. If you guys are looking here when we made over twenty seven thousand dollars and just extra income passive leave, here’s what I’m going to tell you guys if you guys want to learn how to promote continuity programs, you guys want to learn how to make an extra Thousand, an extra five hundred dollars a month, just an extra income, passive income go to click, the first thing description or the button now below, and I’m going to give you access to the products that you can promote, that have monthly memberships I’ll go ahead and give You, the marketing materials to promote them, so I’m going to do 90 % of the work for you just got a copy pace of profit.
So if that sounds like a good deal, you click the first thing in the description or the button down below. So that way, you guys going to have $ 50 hundred-dollar paydays and have an exercise income making that passive in that you deserve so click the button or the link down below take action more, even if you’re on Instagram the link in my bio take action.
This Wednesday, I will be leading a webinar which will be looking at how three leaders of top UK architecture practices have broke, the mold and grown their businesses from being bedroom practices or working in the spare room to international offices with landmark projects in this training.
You will discover how these architects have gone from very humble beginnings, not knowing where work was going to come from to building these internationally respected offices. With these multi-million pound projects that, in some cases, define city skylines we’re going to look at a number of different things. You’re going to learn the three breakthrough secrets for building a dream practice, how you can master your messaging to attract your ideal clients and also how to define your niche to be able to win work so make sure that you register to the webinar.
I will provide the details in the information below so go along register that and I’ll look forward to seeing you on Wednesday, and this week we’ve got a super interview with Melissa Wolford, who is the executive director of the Museum of architecture and the Museum of architecture? Was a fabulous charity organization that is really facilitating business, development and entrepreneurship and innovative business models and a new way of approaching business specifically for architects.
And so it was really great to be able to sit down and Melissa. Obviously, herself and I share a lot of common interests about business and also being able to empower the architecture industry, and she basically explained how the Museum of architecture had come about how it grew out of her work of the Neuse gallery. Where she started in 2006. And also touched upon her own architectural experience. She’s got a master’s in architecture from the Pratt Institute and she also worked as an architectural designer for Zaha.
Hadid, Architects and she’s got quite an incredible array of knowledge about the creative industries. So this interview is really really interesting. She goes into a lot of the kind of common constraints that she’s seen architects dealing with, and she also talks about the importance of entrepreneurship and business for people who are staying within the employment of an architectural practice and perhaps who are associates but want to get Involved more in the business development and client acquisition side of practice, so sit back, relax and enjoy melissa, Wolford melissa.
Welcome to the show. Thank you absolutely pleasure to have you and so tell me a little bit about your career. How did the Museum of architecture begin so it all started when I got to deeds office after having studied architecture for six years and realizing in my first week that I didn’t want to be an architect read the house. While I was it that was, I mean it’s a fantastic office and I’ve made incredible friends there, so the experience was it was definitely worth going through, but I think very early on.
I realized that actually being an architect wasn’t for me, but I was really interested in helping the industry as a whole. So originally I started a small gallery in the front room of a friend’s flat in Kings. Cross called now scholary with the intention of helping young younger architecture practises, show their work. So we did a series of exhibitions there and then then, in 2014 I was noticing that there were quite a few friends of mine who were going off and starting their own practices, and I also noticed that a lot of architects just tended to talk to architects.
So that’s when I really decided to change the name, Museum of architecture and turn it into a charity and set up the mission of helping the public better, engage with architecture and also by helping architects become more entrepreneurial by setting up MOA Academy as part of the Museum so that so that first period from 2006 to 2014, you was you were kind of doing a zip site activity or yeah, so so from 2006 to 2009.
I was still at da, so I was spending kind of my lunch times and my weekends my evening sort of not having a life, otherwise yeah working on the exhibitions, so everything was done on a shoestring budget and a lot of people chipped in to help. I had friends who helped help me start it Paul Coates and Christian Derrick’s were the original sort of. It was a three of us kind of working on it, and, and so we then started talking to developers who gave us empty spaces.
This was before developers started. Sort of necessarily charging for spaces, so I was great. I really had lots of support in that way and and then in 2009 I was able to leave so I had. I started another business as well on the side called Mouse collaborative and with that I was hired by a friend to help him redesign their office space. So I did the whole concept design for that they ended up not being able to do it, because legislation changed on how that particular type of work was being done.
So so the progeny ver went through, but it gave me enough funding to be able to sort of to two leaves Ahaz and and start start doing different projects. I was also asked to run the architecture competition for wild turkey, bourbon visitor center in Kentucky, which was great and again gave me. Some income also helped me work with brands and look at how brands could benefit from really good architecture, so that particular project won the the most prominent a award for the state of Kentucky that year, which is great because it would gave me a really good case.
Study to be able to go to different people and say look at the value of architecture. They were getting lots of. Press they’ve got a lot of visitors because of that. So it was really interesting way for me to say that look at the power of architecture and what were the? What was some of that’s a really interesting experience, being someone who’s being an advocate for architecture into other disciplines and industries.
How has that experience with news informed what you’re doing now with the Museum of architecture, so what it does is it really helps me identify with potential sponsors? So you know what can we actually do for this particular brand? Who might be interested in sponsoring a project that we’re working on? So I feel like I have the experience, the knowledge to be able to talk about how those particular brands could get involved in the projects that we do so, for example, like gingerbread city, we work with various different brands and it’s.
How did the brands kind of amplify what their what they want to get out of the project, and I can you know from having work with these various other brands? I can. I can help them really identify those just, but people who don’t know what gingerbread City is. Can you explain a little bit about that? This is a fantastic idea champion or karynda’s each year, so gingerbread cities started because I went to an exhibition of sort of just pris — mess time.
It was Christmastime event and I saw four large gingerbread houses designed by Baker’s, and I thought, wouldn’t it be amazing, to have an entire city made out of gingerbread designed by architects and again it really fit into our mission of helping the public better engage with architectures. So so we got in touch with South Kensington estate, so we said: can we use one of your empty shop fronts in South Kensington and they gave us a space and we had it master planned by Tibbals planning and urban design, who have been incredible supporters and Sponsors for us over the past three years, so it started in 2016.
We had over 50 architectural practices participate in that first year, and so the architects respond to the master planning brief. So there’s everything from kind of fire stations of schools and hospitals. Everything you’d find in a real city. Is there in gingerbread city in gingerbread form, so the architects design it they bake it, they construct it and they and they bring it. We give them the particular plot, then they bring it on the plot and yeah, and it’s just expanded so that first year we had about 16,000 people come through last year we were invited by the VNA to host it with them, so we held it with them, Made over 24,000 people, but that’s just because we couldn’t get more people in it, sold out in the first week.
So yeah, it’s really it’s a really exciting project and for us the response has been. You know. This is amazing to see what architects can do, and people have come up to me as well in the exhibition and said, I’ve never really been interested in architecture before, but this has really opened my eyes to what architects do we also have sort of part of It as an exhibition as well explaining the theme for the past year, so we’ve got everything from how do you master plan a city? What’s a future city, an eco city this year we’re going to be looking at transport so every year.
There’s this particular theme that we want to get these messages out to the public and but through the medium of gingerbread, which everyone can kind of relate to, because most people at some point in their life have done a gingerbread house or I’ve helped their kids make One or, if I’m on them with their grandparents, so it’s just it’s really relatable, which are the kind of projects that we like to do, and is this very much part of the mission of the Museum of architecture, is to be able to make and communicate what It is architects, do to a wider audience.
Absolutely I mean we all the projects that we do on the public side have to go through that filter. It’s just going to be accessible in terms of the language that we use in terms of the actual particular projects that we have. We always try and make sure it’s something that people have been exposed to before in another way and somehow architects make it different and how do architects add the extra element, because then it becomes exciting and and to be able to communicate what architects do and what Architecture is is really important.
Could you give an example, some other ways that you do tour, so we’ve done another project called sand castles where we commissioned architects to do two and a half meter high by two and a half meter eyes wide sandcastles and those were through the rbk see through The burro and read one in front of the design museum by asif Khan. We had one in Duke of York’s square by next architects and went up and Notting Hill by V, PPR, so yeah, that was that was great and the one in Duke of York square.
It was, it was really interactive because we actually built a sand pit below the the one designed by the architects, where kids could actually then play and sort of replicate and make the around sandcastle. So again, it’s just about people that sort of happening upon these architectural elements, sort of within their everyday sort of goings on and and then also being able to get everyone involved so from kids through adults through grandparents.
And so so that’s the kind of the public face like interfacing with the public or people who perhaps don’t know or come into contact with architecture on a daily basis. What is it that you do to support the industry or within within the architectural practices? How? How are you yeah supporting those those kinds of businesses sure so the GAD through? So we have a program called MOA Academy, which we started a few years ago, because again I had friends who were starting their own architecture, practices who just are really struggling because they just didn’t know how to run a business.
They were great designers, but just didn’t know how to run a business, and so I thought, how can we help them? Just do that I’d be able to sort of get on with the design side. So we run different courses, workshops that are almost every Thursday of the year and everything from business development to marketing. To accounting I mean all different types of courses and we bring experts in to run those courses who leave them.
We have a great network of consultants that we work with and but then we also have our directors Club and our associates Club, and we started that because we realized that there was so much conversation happening at these workshops. But actually there wasn’t time to really get into everyone’s the way that they, everyone runs their practice, and so the directors Club is meant to be a forum for P to really open up and share their best practice.
So it’s incredible sort of how open these architects of these practices are. We sort of capita about 20 practices per cohort, we’re now in our third cohort cohort, because it’s been so successful at really allowing people to kind of benchmark their own practice and seeing how other people do things differently in order to be most efficient. And the idea is that everyone learns from each other so where one person is good at something the other person might be good at something else, and by sharing that everyone benefits, and because of the success of that, we have recently started our associates Club, which is A bit more of a training course, but we found that a lot of associates are sort of promoted, but there’s there might may or may not be any training for them and to sort of move into this new role.
So the idea was to get the training that they need to be associates, but then also to help them better. Think about what career path they may want to have and how to develop that, but then also being kind of a room for a sounding board. For for it, for these sort of associate level architects to talk about how things are done in different practices, and what might they be able to take to their practice to do things differently and better, so we’re looking at them, then, hopefully expanding that sort of through Every stage of an architect’s career, but those are the two programs that we have: that’s really fascinating, so you actually you’re doing stuff, which is kind of focused towards people running their own practices and also people who are actually looking to progress.
Their careers within larger scale practices, and what do you? What are the sort of the themes that you’re encountering a lot with architects? What other common sort of pain points or the sort of things that come out up again and again and again that architects are experiencing? I think it’s tricky, I think, especially right now. A lot of our kids aren’t obviously sure, what’s going to happen with a brexit, but we just find that there’s there a lot of different waves happening in architecture.
So some architects get a lot of work for maybe two or three years and then all of a sudden, you know there’s sort of a dry spell, and I think it’s part of the reason are. The reason that we see is that architects are so busy running. The projects that they forget to do the business develop inside of it, but then it’s also looking at kind of how the arbitral practice is structured. So just the what you know, what are the different models that are available to people? For example, if you look at math group – but you know based out of the u.
S., they are not-for-profit architecture practice. They work in multiple different sites. They get grants for projects they initiate their own proc projects so as well. For us, it’s also about exposing architects to different ways of working and sharing with them different kinds of practices and how they operate. But I think that yeah business development is always a tricky one for people I think marketing, just knowing how to get their name out there, how to differentiate themselves as well a lot of Architects on their websites.
You know their award-winning practices. Well, most of them are award-winning practices so had beyond that, how do you have you differentiate yourself? How do you write about yourself so again that you’re relatable to the people who might hire you? You know there’s something as we all know that so there’s architecture speak and then speak that sort of other people might understand. So it’s it’s just making sure that they’re writing about their work in sort of interesting ways that people can, then you know, decide that they might want to hire them on based on and one of the kind of common themes that you see occurring in the saya.
The conversations are people working within practices and who are looking to progress their career to that associate route. Is there a similarity between that conversation and the conversations that was happening in independent practices? Yeah, I mean, I think, that their struggles are sort of similar. You know I think time management is always a you know. It’s always a big one and also leadership as well.
I think a lot of associates want to be good leaders. They might not know how they might not know how to sort of deal with different situations. So I think you know those are very sort of similar between the director level and the associate level, and I think quite a few. Those associates probably want to go off and start their own practices at some point as well, so they, I think most associates, probably want to learn a bit more about how the business is run, and you know, depending on the practices depending on the director, there may Be more or less levels of pairen see, but actually, I think for the industry, the more the directors are able to share how the businesses actually run with with that associate level architects.
I think they would just they would really understand. You know why decisions are being made, and you know when mistakes happen. Why what you know – and I think the industry will benefit as a whole because as those associates go off and start their own practices, they’ll benefit from that knowledge and that experience and hopefully not make those mistakes in their own practice and for you? What what kinds of things do you think are interesting in terms of like innovative business models that give architects more diversity or opportunity to you know protect their businesses over the long term yeah, I think, just being innovative in the way that they start their projects.
I think that’s something I think I think a lot of architects feel like they need to be hired by people and actually, I think, there’s a lot of ways. Architects can initiate projects themselves like, for example, if you’d like a studio octa-pie with the Thames bath project. It’s such a great idea and there’s so many so many sort of opportunities there. It’s just trying to figure out ways of realizing that was projects.
Can you partner with various community groups, to see something come to fruition? Can you look at different causes? You know what are what are the pain points for, let’s say people with different medical issues. With you know the people who’ve suffered from strokes from people who’ve suffered from from other illnesses. You know what are ways the architects can kind of innovate to help help those particular people – and maybe there are lessons to be learned about that, and maybe there were certain projects that can come out of those for the benefit of everyone.
So I just think it’s kind of looking for opportunities. I also think it’s reaching out to different industries, so we’ve run two conferences on neuroscience and architecture, so we’re neuroscientists are looking at ways that people use spaces. Is there an opportunity there for architects to do projects with neuroscience and develop things further, whether they’re, just maybe theoretical projects or whether they’re real projects? But I see the I think I see the industry becoming more multidisciplinary kind of as we grow and I think architects have to decide.
You know what industries are they interested in, which again helps them to differentiate themselves from other people and potentially work in different ways and how’s your own personal experience in running a organization in a business? How does that influence? How you communicate with architects, or can like facilitate other sorts of business expertise for architects yeah. I mean, I think, being a director myself and having a team of people that I lead and that I mentor and having could have similar issues of having to bring money in to pay staff patron to pay everything else that we need to pay and and also To support our projects, I think I I have sort of similar concerns and similar issues.
So hopefully I can relate to them in terms of just that there, the business side of of just yeah, just running a business hmm, and how was your? How was your business set up health? He was saying earlier set up as a as a charity. Yes, so we are a charity and they’re. One of the reasons for that is that we just want to make sure that architects understand that everything we do is for them in order for them to to grow, to learn to benefit.
Even the public projects that we do is all about helping the public understand. What architects do in order to hopefully hire architects in the future, so yeah everything that we do is is really sort of for architects and and it’s very much about giving back to the industry. So all the money that comes in goes back out to programs or projects for them. The more that we can do for free the more subsidized programming we can do the better.
So so, what we’re just working at ways of being able to do more, we’d like to become a grant giving body? Hmm so kind of, like the graham foundation, is for the u.S.. We would like to become the grant giving body for the UK and be able to help people do more research, do more innovation and and just generally support entrepreneurship in architecture. So you be actually a body that was able to facilitate grants for architects to about to do their own projects.
Amazing, yeah yeah. We are working so we’re working towards that and obviously having our own permanent space as well. To be able to do have a series of exhibitions constantly running and to be educating people about architecture, and how do you see your relationship with some of the institutional bodies of architecture and do you do work in conjunction with them when you’re supportive, or do you Think that there are things that they, the governing bodies, could be doing better yeah, I mean, I think we kind of we operate very independently of other organizations, there’s so many great organizations out there in the UK, but I really feel like our mission is to educate The public about architecture and just make sure that the programming that we do facilitates that through through doing these projects that exist in public spaces and the Entrepreneurship courses very much about very much about yeah, just generally supporting architects, hmm and where and where do you think, Like in the new experience as an architect and in architectural education, do you think that architectural education there is more scope for entrepreneurship coming in as as at an earlier stage as a discussion, and how could that be facilitated? Yeah I mean, although again it’s it’s.
It’s hard because I think until you’ve actually worked, and you understand what it means to be an architect in practice. I think it’s hard to understand that the business of architecture might be so. I think the schools that have work placements are really valuable because it allows people to get into practice and really understand what it means to to work as an architect, and so, therefore, what the challenges might be, and so in terms of the business side of it.
As well, what what’s going on, but I think I think that the business of architecture should be introduced earlier, and I think it should be something that is more of a forerunner. And I think that our schools do projects that potentially can be lets, say, commercialized or or perhaps you know that there’s some brand alignment. So I think, I think that schools should perhaps explore those areas a bit more and see how the projects that their students are creating, could then go off and either become projects themselves, or they should encourage them to try to develop a bit further, that they can Be realized and then, as soon as they try to realize that projects they will come across these bigger issues of you know how they’re funded, how to organize them.
Project management, all those skills that will benefit them when they become an architect, and so by having that experience, I think that would be valuable earlier on then than just doing theoretical projects, yeah yeah, and so what’s next for the Museum of architecture, what we’ve got planned For 2019, and how are you going over the next over the next few years? So hopefully we will have a permanent space it within the next few years.
We are also launching a school for creative thinkers this year, which is which has come out of all the workshops that we’ve done for our families. So, over the past three years we’ve had 1,800 people participate in our gingerbread house, making workshops and a lot of people say well. What else do you do for the rest of the year, and so we decided to start a program for families which is launching on April 27th and it’s all based on biomimicry.
So it’s looking at how animals build their homes and then how that relates to architecture and then creating projects around that. So, for example, we’ll be looking at birds nests and then we’ll look at the bird’s nest, stadium, the Olympic Stadium and then we’ll have the kids. Do weaving as a means of making and architectural structures of weather that they decide to make it home or pavilion or whatever they’d like to do.
But the concept of weaving is the architectural element that comes out of the bird’s nest. So we’ll be looking at lots of different animals and kind of how they build their homes and and then how that then relates to architecture and getting kids to sort of think in those in those kinds of ways. And so that’ll be our first course and then we’ll keep developing that further. We are also working on our treehouse project that we’re hoping to do next year and that would be five tree houses in a public park.
So we’re just the very sort of early stages of that project, but that’s really exciting and we’ve got a pavilion going on in Kings Cross this year for London festival of architecture, and we are also in our third year of a platform for women to speak. So it’s a kind of a women in architecture conference, but it’s not about women and architecture. It’s just a it’s a platform for women to speak on, based on a particular topic.
So, oh, and we also have a playground going up in Sloane Square and that is a collaboration between an artist and architect, Lily, Jenks and that’ll, be up for the month of June as well. So yeah there’s that’s great. What’s going on and if there are young practices or architects listening to this podcast, how is the best way for them to get involved with some of your trainings or development? Your course is sure.
So it’s they can look on our website, which is Museum of architecture. Org and they can find all of our programming there brilliant Melissa. Thank you so much you so much thanks. So that is a wrap. Thank you for listening. The views expressed on this show by my guests do not represent those of the host, and I make no representation. Promise guarantee pledge, warranty, contract bond or commitment, except to help you be unstoppable.
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