PreFocus Updates: Things Are Still Foggy But the Vision Remains Clear

Sep 7, 2019 | blog, Branding, Documenting the Journey | 0 comments

PreFocus Updates: Things Are Still Foggy But the Vision Remains Clear

Unlike what most business coaches and “experts” will tell you, building a quality business is tough. While society seems to be obsessed with selling, I’m in the business of creating intrigue and real experiences in order to help my clients establish a reputation. No matter how good you are at persuading people, sustainability isn’t attainable without a sense of value. While it may take a while, it’s easier when your vision remains clear no matter what.

Look, anyone can start a business and publish a website. But it doesn’t mean they’re competent. People that are good at sales tend to experience quick success that’s normally short-lived. It’s why customer service has escaped the realities of most CEO’s. Proving you can close the customer is rewarded in today’s world. It’s how scams are birthed. The thing is, people can’t seem to figure out why they can’t keep winning or why a better option always comes a long. Well that’s what happens when you set yourself up to be viewed as an option.

Recognition is More Than Being Seen.

When the leaders of companies aren’t in tune with the actualities of their craft and the customers that need it, they usually scramble to hold things together. When they stick to the purpose of the business and a definitive set of values, consumers are drawn to them. While the entirety of what I see as “The PreFocus” isn’t completely tuned yet, people are starting to understand what it is that I’m set out to solve.

As you may have read in my last PreFocus update, the cloudy desire to be appreciated and respected can get in the way of a lot of people’s success. As human beings, we tend to look for ways to prove our worth or sell ourselves instead of harnessing who we are and what we’re really good at. Chasing revenue and an ability to accomplish a number of tasks doesn’t help anyone attain their vision.

If anything, it creates stagnancy and complacency. When we’re not living in our element, we falter out of desperation and wonder why we’re not appreciated. But the fault lies solely on leadership or management. Marketing isn’t a sale, it’s a first impression and potentially an experience.

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A Consistent Vision Will Eventually Win.

When the vision remains clear, people take notice. While it’s been exhaustingly difficult to off-board previous clients, build out exit plans and transition my brand understandings – I know it needs to be done now. Proving myself and completing challenges just isn’t getting me any closer to what PreFocus inevitably will be. But it doesn’t mean I need to be ashamed or feel unaccomplished for mishaps. It means I’ve learned a lot and I need to share this in hopes it’ll help people like you further charge your unique value.

I’ve always said, building a brand takes time. All kinds of people want to tell you how to fast track success and overcome the obstacles they faced but it’s the journey that defines you. The process defines your business. Like I mentioned before, reputation is everything. If you continue to pivot and attempt to sell something totally different until something sticks then you’re not allowing yourself to be known for something.

While I can regret some of the decisions I’ve made, I’ve come to realize that throughout every initiative I’ve provided, PreFocus has been prevalent. I haven’t wavered and I take pride in that. Whether I’ve managed a PPC campaign or a total website rebuild, we’ve remained invested in brand understanding while ensuring our client’s vision remains clear.

Small Wins Distract You From the Bigger Picture.

Unless there’s an obvious manipulation present, there aren’t many businesses that last a decade because of a strong sales pitch. If I can’t get business owners and CEO’s to understand the importance of brand clarity, then sustainability is a pipe dream. Not only should I let the company know this but I shouldn’t be a part of their strategies if they aren’t willing to set themselves up for success. I now know if I continue taking orders, I’ll simply set myself up for failure.

Up until the beginning of 2019, I started to see my goals becoming obsolete. Even though they remained the same, the passion was going away. Some of it was impatience and some of it was flat out doubt. Since people didn’t quite understand what I was building, they didn’t see the value. I let their lack of clarity impact mine and working for myself seemed hopeless.

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At the end of the day, I was spending so much time educating people on basic marketing fundamentals that I got away from the reason why I started. I was attracting people that just wanted to do something, not necessarily build a brand. It wasn’t until I made changes that I started seeing results.

Walking the Walk Will Bring Results.

This past month was our most profitable month to date – and I’m pretty sure I said the same thing in my last blog. Since I was thinking too much about what didn’t transpire, I was missing opportunities to achieve. Now I refuse to look back. At the same time, I have to face everything with an open mind and understand where progress can occur. When you’re committed to a vision, it eventually becomes clear.

Facing facts and looking at yourself in the mirror is one thing, but implementing a plan is another. This is where I can help. If you find yourself losing passion for the business that you once couldn’t stop talking about then you have to make a choice. You can either continue listening to the people who will never value what you’re laying down or you can focus on a message that helps those that do. The ladder will set you free.

With that being said, you have to realize this goes against the marketing grain today. But while everyone bases their performance on immediate results, know that your commitment towards one goal will keep you on track. As you continue to reach milestones, others will turn to you for advice. While they’re changing careers, you’ll be scaling your business model. It just takes time.

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Be Patient and Success Will Come.

Far too many new business owners and start ups feel like they need to make drastic changes when their thoughtful ideas aren’t grasped right away. Society tells you everything is about immediate results. That you’re only measured by your latest accomplishment. Well, I disagree and I believe I’m living proof. From someone who went from making $8,000 take home in the first year to being on pace for $200k in year 3, I’ll be the first one to tell you to keep your head down.

Find a coach, mentor or marketer (not an amateur) that’s willing to understand what you’re really set out to accomplish. Reboot that passion that might have gone dormant because you’ve been drowning while chasing revenue. Publish content that only speaks to those that will appreciate your purpose. Stop overthinking your worth. Put a price tag on it and stick to it. Know that bending what needs to be done can cause you to break. If you stick to the process, it’ll eventually pay off. Since i have 5 kids (4 girls) it’s kind of like being a parent.

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Until the final product of PreFocus is complete, I’m going to keep pushing towards everything I’ve worked for. Why would I do anything else? Once people see my consistency and understand I’m not going anywhere, they’ll start to look into the actualities of my offering. Until then, I want to keep encouraging you to be the best version of yourself in order to ensure your vision remains clear.

At the end of the day, you’ve got a legacy to uphold.

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Rise Physical Therapy Marketing in Surprise, AZ

Jul 11, 2019 | Branding, Photography, strategy | 0 comments

Physical Therapy Marketing Updates.

What’s been going on at Rise Since Their 1 Year Anniversary?

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Working with Mark over past few years has truly been a pleasure. Not only does he value some of the same things I do, but he’s committed to growing his business the right way. Far too many healthcare providers invest in bland methods to promote their solutions. For whatever reason, they believe this is enough. But like I always say, basic efforts cause you to be viewed that way.

For the most part, patients select physicians based on convenience and availability. Even though a majority of them long for personalized care, not many providers are speaking to them this way. While I may never be able to persuade the entire medical industry to alter their approach, some healthcare solutions are taking note. So, when it came to developing a physical therapy marketing strategy for Rise, it was easy.

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mark jagodzinski knows the entire body for physical therapy marketing strategy in surprise az

This Brand Personality Deserves Attention.

The relationships that Mark has built over the years are really the foundation of his branding. I personally worked with Mark and Shea while regaining strength in my shoulder after surgery. Aside from knowing their level of knowledge is supreme, I know their ability to connect with patients is real.

Capturing and promoting this has been one of the main focuses of our PreFocus with Rise. As you can see in some of the picture below, Mark knows how to make his patients feel comfortable. Even when a camera is in their face.

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Leery of Authentic Marketing for Physical Therapy?

Telling a business to invest in original means of marketing is tough. Everyone sees what their competition is doing. They’re compelled to compete and trump their level of engagement. The temptation to be cheesy is real in today’s world. But there’s no need to be something you’re not in order to attract potential customers. Eventually, people find out the experience is nothing like the marketing message.

Loyalty derives from trust and if you’re not following through with this then you’re wasting your money. Moreover, you could be an amazing physical therapist but your marketing says otherwise. The message you communicate on a consistent basis is what creates your brand perception. Without this, you’re nothing but an option.

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Marketing a Personal PT Experience is a Must!

To learn more about some of the methods I’ve used for Rise’s physical therapy marketing campaigns, you can always reach out. I’m not selfish and enjoy sharing findings. If you’re interested in developing a brand strategy for your PT practive, your first discovery session is always free.

I think Mark does a great job and is a great resource for young PTs as well. I’ve always encouraged him to share some of the valuable content he has stored up in his brain. The culture Mark has created out west is top notch. Nut right now, he has his hands full and is focused on enjoyinh his family as much as he can.

So maybe I’ll talk him into some content channels down the road. In the meantime, be purposeful with everything you do, and always remember to PreFocus.

Real Estate Branding Photoshoot with Kevin and Fred.

Aug 3, 2018 | blog, Branding, Photography | 0 comments

Our Realtor Branding Photoshoot

With Kevin and Fred National Realtor Agency.

Purpose: Brand Personality Imagery for New Website + Podcast.

Request Analysis About PreFocus

Introducing the Brand Image Project.

Back in June, I was contacted by KevinandFred.com about doing a realtor branding photoshoot for their new website. They were looking for creative, candid photography that they could repurpose for content strategies and use throughout their copy. Their main focus was to capture authentic lifestyle images with space for text. These types of photos are ideal for website headers, slideshows and social media memes. You’ll see some of the pictures aren’t centered for this reason. I love working on projects where the client values quality content and wants to communicate who they truly are. One of Kevin’s quotes is, “By being authentic with people that is when the good stuff happens.”

Our “PreFocus” for the Session:

The first step of the proposal was determining the settings of the shoot. Communication on the front end was vital because their office was about an hour away from ours. Alexa did a great job of sending me photos of the property so I could determine how the creative direction would flow. I also invested in a discovery session and additional research to gain a better grasp on who these guys were. Come to find out, they’re pretty successful realtors and are well-known throughout the country. Once I knew more about them, I was able to piece together a shot list that would suit their audience best.

Our shot list for the realtor’s branding shoot included:

Work Arrival – getting out of the car and walking into the office with a serious tone.
Personality – playful banter and laid back value with two ad lib settings (arch and skateboard).
Hero Images – the use of courtyard arches and walls to create perspective
At Work – in the office interacting with each other.

Front-end planning is what we’re all about at PreFocus. Brand photography is more than traditional poses and settings. We want our clients to stand out. Since we set the expectations beforehand, Kevin and Fred were ready to roll the day of. As we kicked things off, we focused on simple poses so they could get comfortable with who we are.

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Editing Styles for the Brand Imagery.

Our editing style with this shoot was fun. We needed to communicate seriousness but also showcase Keven and Fred’s laid back personalities – and the bond between them. We decided to go with a rugged approach for the serious photos and a “lighter” style for the candid moments. We also wanted the mood of each photo to match the setting. This theme was prevalent throughout the project.

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As you can see above, the editing style matches the emotions being conveyed in each picture. One is more dark with contrast while the other is brightened to capture the smile. Visual elements help you get your message across with emotions people can relate to. When you add text to a photo, the image needs to speak with the emotions conveyed.

The upward camera angle showcases authority in what most call a hero shot. Looking up at you causes your audience to subconsciously view you as.. well, a hero. We also left space in the photo so it could be used as a website header.

Realty Team Portraits with Personality.

After getting some cool headshots and hero images, we wanted to keep momentum rolling. This is where Fred stepped in and lightened the mood a little bit. As I mentioned above, this is where we lightened up the editing style. Once they were done taking jabs at each other, we zeroed in on a few serious shots of them together. Mixing up the editing styles gives them flexibility for content. Candid portraits are good for social media posts and “about” content while the rugged hero images suit advertising and cover art best.

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best friend business partnerships successful real estate agency with podcast PR strategy prefocus image specialist near memphis tennessee

promotional media strategy near memphis tennessee successful agency company owners posing for podcast promotion with creative director out of memphis tennessee prefocus solutions jordan trask realtor branding shoot

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Work Arrival Portraits with Intention.

The next thing I wanted to capture was “work arrival.” We wanted to start getting them comfortable being themselves and walking with intention. I know it might sound silly but, it’s important to ensure your audience that your serious about your business. So, we did a catwalk type of thing which created some humor that I’m sure they’ll appreciate revisiting over time. Here are a few other images that turned out well.

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creative director holding sun shade and reflector preparing for videography shoot with real estate company for branded podcast imagery now serving memphis tennessee area

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I love how we were able to embody the work arrival mindset. Whether it was from a distance or close up, both guys did a good job conveying a “let’s get to work” mentality. These types of shots are great for social media posts that include a motivating message. Showcasing the entrepreneurial mindset is a good approach during a realtor branding photoshoot.

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Once we wrapped up this awkward portion of the photoshoot, we moved on to close ups. We liked the lighting here and we thought the backdrop against the white wall would be perfect for added text. The main focus here was to capture a few “chill” poses with additional space for website copy.

Getting Creative With Unique Landmarks.

As I scoped out the property prior to the shoot, I wanted to find a landmark that we could have some fun with. There was an arch over a sidewalk by the entrance that caught my eye. It also had a state and American flag flying in the background. After listening to Kevin and Fred crack jokes the first hour, I thought it would be funny to have them push each other into the arch as they walked through it. Here is a photo of me attempting to explain this “angle.”

As you can see below, these guys had some fun “pushing” each other. Since this phrase epitomizes who they really are, you’ll see that we used it again later on in the session. Their real estate brand is all about having fun while pushing colleagues and partners to be better – and do better. We also left some space to the right in some of the photos for header images and text. Since they were preparing to launch a podcast, this was perfect for their title screens.

agency owners fun filled personal branding session for real estate company media strategy using props and identity services to promote culture creative director near memphis tn

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Using Creative Imagery for Personal Branding.

After capturing them push each other around for a long minute, we focused on some poses. It was easy with these guys because they were working as we were shooting. I had them reenact opening up a shocking email and sharing it with each other. These turned into some solid candid photos they can use for their homepage slider. Capturing who people really are during authentic moments is what’s fun about doing branding photoshoots. Whether I’m working with realtors or another personal brand outside of Memphis, the creativity is endless!

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Using the Real Estate Agency’s Tesla as a Prop.

Now that we had some good headshots and candid moments with the guys, we wanted to focus more on lifestyle photography. Since these two spend a lot of time on the road together (some of their videos are even done in the car), capturing shots in Kevin’s Tesla was a no-brainer. What really made these images cool was that they were actually discussing work while we photographed different angles. Multitasking at it’s finest..

sitting in front seat of tesla SUV real estate business partners well known investors outside corporate office creative imagery specialist near memphis mirrior photos vehicle prop

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We even got some cool shots of them getting out of the vehicle. As you can see, we kept the camera angle low to create the same authoritative look and feel for branding purposes. This creates a little authority, as if the viewer is below the subject and creates a nice profile for the entrance.

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Realtors Trying New Things for Brand Imagery.

When we got to their office, we asked if there were any props they’d like to use. Objects with company branding on them always bode well for online content. Kevin happened to have a brand new skateboard one of his clients gave him. He wasn’t sure how to ride it, but gave it a shot. Since we were ahead of schedule, we were able to think through a few creative and funny ways to capture the real estate duo on unfamiliar wheels.

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creative director working with real estate investor on promo video for new entrepreneur podcast for market analysis and growing business skateboard prop thinking things through memphis tennessee

creative director near memphis pushing client on skateboard to emulate how video scene will transpire for intro to podcast prefocus solutions serves

Aside from Kevin riding the skateboard, we knew we had to incorporate Fred. As aforementioned, pushing real estate agents to be better is one of the main characteristics of their business. So, we viewed this as another great opportunity to communicate the message. After Kevin cruised around for a few minutes, I showed Fred how to give him a friendly shove. Even though it looks like he’s going to smash into that tree, no realtors were injured during this photoshoot. Click on the image for a closer look.

realty company owners memphis tennessee olive branch ms area agency creative direction services for real estate listings and business endeavors by prefocus solutions

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Curating Content “At The Real Estate Office”.

To wrap up this realtor branding photoshoot, we wanted to capture Kevin and Fred in their element. Placing them in the meeting room instead of a small office allowed us to take advantage of different angles. The whiteboard also gave us a cool motivational backdrop. We asked them to start their day as they normally would while we took some candid shots of their interaction and facial expressions. Smiling headshots and perfect poses will never speak to your target audience like authentic moments will.

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We altered the editing style during this setting for the same reasons as before. Having image variations allows you to repurpose similar images for different forms of content. Although most of these will be on the website’s about page, we edited a few with an edgy look for social media and promotions (like above).

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Tons of Branded Content to Repurpose for Real Estate Campaigns.

Since our photoshoot with Group 46:10, Kevin has used a few of these pictures on his social media channels. When the voice of the brand embodies work ethic and strategy, these types of images carry value. They’ve been working on tons of new endeavors and their PreFocus library of brand imagery has really come in handy!

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solopreneur real estate personal branding strategies near memphis tennessee by creative director jordan trask in desoto county ms

Looking for a Midsouth Brand Media Expert?

There are plenty of different marketing strategies available to business owners. But, nothing speaks louder than original content and authentic imagery. If you’re in the Memphis, Tennessee area, I’d love to talk with you about some of the benefits and features of our content production services. Otherwise, thanks for checking out my recent realtor branding photoshoot! Any other questions, feel free to ask!

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Capturing Apparel Branding for Website Imagery.

Jul 17, 2018 | blog, Branding, Content, Photography, Social | 0 comments

Behind the Scenes Look

at our creative direction and how we went about capturing apparel branding and website photos for American Stable.

Location: Buckeye, Arizona

Schedule About

An Introduction to PreFocus Branded Imagery

Helping brands improve their website presentation has been a passion of mine since launching PreFocus almost 2 years ago. Far too many businesses overlook the impact that on-site content can have. They believe having a website is enough. They think publishing a few pages will get them found. But, even when customers find your business, you still need to convert them. The digital realm is an extra competitive place these days and failing to create a memorable first impression leaves tons of opportunity on the table.

This is why I’ve teamed up with Bluesoft Websites to begin enhancing the user experience through actuality imagery. Even though I could build your site, it doesn’t really intrigue me. I’d rather help you wow your visitors with a compelling presentation. In order to explain how we create original content for your website, here’s how my wife and I went about capturing apparel branding for American Stable.

Securing a Location and Casting.

Client communication is huge when it comes to branding and marketing. Not only do I need to understand the business, but I need to know it”s ideal customers. I mean, how can anyone expect content to be effective if it isn’t relating or speaking to the right people? With this client, the setting needed to make sense.

Since their clothing line is flame retardant, 100% American-made and mostly worn by mechanics, ranchers and welders – we decided to photograph the apparel brand on a ranch. After rounding up some local welders, their trucks with welding rigs, some blue collars dudes and a bull rider, we felt good about the shoot.

Our Shot List and Creative Direction Summary.

We kicked off the production schedule (or shot list) with the bull-rider because, well, he had to ride some bulls later on that night. I wanted to Arizona sun to be apparent in these photos so the “cowboy” seemed to be working. I also wanted to use the brim of his hat to shade his eyes.

Once the sun started going down, I wanted to start capturing some of the welders at work. I knew the flame would look bomb during the “golden hour.” After this, I wanted to get some shots of the guys wrapping up their work day while using the flare of the sun for portrait poses. Then, we planned to close the shoot with all casting together for some beers as if it was a Friday night “cool down.”

Having everyone on the same page on the front end created expectations that we ended up overdelivering on. When people aren’t standing around waiting impatiently, they’re a pleasure to capture. Here’s some details on how it all went down..

hands of creator and strategist JT bed of custom welding truck on location for western photo shoot near memphis tennessee

Capturing Apparel Branding Photography.

Once we got to the cattle ranch, we easily scoped out the areas we wanted to capture. Knowing we were limited on time with the first set of casting helped us focus on three specific shots with a change of shirts for our “cowboy.”

Shot 1: Broken down tractor in the shade.

This was easily one of my favorite shots. Since the sun was still pretty bright, we knew we had to find a shaded area. This broken down tractor was edgy enough to capture some serious “break time” photos with the editing style I had in mind. Since most ranchers spend a lot of time alone, reflecting on a hard day’s work is something I felt American Stable’s target audience could relate to. I love how we were able to capture Ryan’s style and made sure he wasn’t uncomfortable being himself. It added a little flavor to the pictures. I think he owned it well for a first timer.

rodeo competitor thumbs in jean pockets with sponsored denim company branding photo shoot midsouth productions against tractor by cow barn with agriculture equipment near memphis tennessee

wide shot of bull rider leaning up against old red tractor in front of Midsouth cattle barn during creative photography session with prefocus for western website strategy

We took a variety of shots in this setting so we could leverage different angles for multiple marketing purposes. When investing in a branding photo shoot, you have to make sure you’re not just capturing photos for the website. You’re going to need quality imagery for your ecommerce platform, social media, blogs, and print or digital advertising. At PreFocus, we take pride in helping you use different shots for specific channels. Keep this in mind as we roll through this article.

Shot 2: Cattle Grazing in the Arizona Sun

The next setting was a little less scripted, but required a little guidance. It was difficult for Ryan to walk naturally in space, so we had him concentrate on kicking up dust as he went. This created a nonchalant stroll that looked great in the end. It also took some of the focus off of the overwhelming amounts of dust caused by the cows. We didn’t want Ryan to walk without expression, so we had some of the other guys talking to him as he walked towards the camera.

original rancher photos denim outfit local supplier lifestyle imagery for website and product content by creative strategist near memphis tn jordan trask

staging shots for clothing line marketing strategy and product display for website near memphis tennessee by creative director jordan trask from prefocus on location soutwest of nashville artist promotions

We didn’t have many props handy (we thought there would be plenty on-site), but we found some bolt cutters in the barn. Holding something helped Ryan pose a little more naturally during the next set of photos. This is where we executed the shot of his hat shading the sun from his eyes while looking onward. The bolt cutters solidified the shot by causing viewers to believe he’s in the process of doing something – not just posing. Small touches like this create a non-scripted perception and makes the content more believable.

bolt cutters on right shoulder of local cattle rancher overseeing cattle before dusk preparing to head in for dinner reflecting on the day written by creative strategist jordan trask president of prefocus solutions near memphis tennessee helping businesses position their quality products online for consumer trust

rancher herding cattle holding bolt cutters over should watching sun set on midsouth milk farm for apparel images for website by photographer near memphis tn

bolt cutters over the shoulder of denim clothed rancher as the day closes sun sets and cows kick up dust for product branding photo shoot with creative director Jt of prefocus solutions

cowboy with cattle at metal gate with dust everywhere left hand in pocket wearing quality american apparel captured by creative director for prefocus solutions in memphis tennessee

Shot 3: Adding a Little Pasteurization

For the last shot with the bull-rider, we wanted to shoot inside somewhere to accompany the lighter colored shirt. We knew that a darker background would create an attention-grab for the photo. We ended up finding an old pasteurizing station that had plenty of natural light. In order to continue the authentic trend, we focused on him exiting the stations while concentrating on turning the corner. Most of these shots will be used for blogs, social media posts and background images with an overlay.

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Shot 4: Photographing with Fire

This portion of the photoshoot was by far the most fun. To set the stage, we parked the welding trucks so that the sunlight would creep over the top of the barn. Doing so created some gnarly sunlight flares in most of the images. We started by capturing angles atop one of the adjacent tractors while the welder prepared his gear. Getting him comfortable with being photographed was our initial priority. He was a little nervous but once we got him into a routine, it was easy.

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Once we got some solid shots of the personality and his preparation, it was time to spark up the flame. We were right on schedule and the lighting was perfect. When capturing these shots, we started from further away in order to adjust camera settings as we moved closer. Without looking into the flame, we captured a handful of rad images while the welder was at work. By adding some dirt to his shirt, we were able to enhance the actuality of these photos. We also got a cool shot by asking him to engage in some trash talk with the other guys while putting his helmet on.

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After we wrapped up the welding, I had another member of casting to jump in the cab of the truck for some candid shots. I asked her to take some jabs at the welder in a flirtatious way. We positioned her in the driver’s seat like she was waiting for him to finish packing up so they could head home.

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Shot List 5: Hero Images with the Boys

Since we didn’t have a lot of time for this photoshoot, I knew we had to capture as many different settings as we could. We started off with a few guys putting on work shirts and adjusting their gear. From here, we had them pose with a different truck and a less-distracting background. Shooting from the ground up gave these guys an authoritative presence that’ll be perceived well by the ideal customer.

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I really liked one of the guy’s facial expressions, so we decided to isolate him for additional modeling poses. The dirt road really enhanced the colors of the shirt while creating a cool perspective in the background. It ended up being a perfect shot for one of the header images on the website.

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In order to capture other shirt variations, we sprinkled in other members of the cast while creating different vantage points. These are great for apparel previews (on ecommerce websites) and social media posts. We lined up all of the trucks and set up different shots that would be perceived as authentic. We were purposeful in the way we grouped casting and encouraged them to relax and act naturally throughout.

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Capturing Product Photos for the Website.

The last step of this project required us to capture pictures of the product. Although we had a number of ideas for the background, we ended up going with solid white. This causes potential customers to view the product as a high quality option. We set everything up in our studio and resized all of the images to create a cohesive look on their website’s Shopify plugin.

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I want to give Ryan McGary a shoutout for giving us the opportunity to help his apparel business grow. My wife and I had a lot of fun during the shoot and everyone involved was great. We take pride in personalizing the experience so that comfort levels are high and authentic moments come naturally. When you take the time to communicate creative direction and understand your client’s vision – the process is a breeze. Thanks for checking out our creativity at PreFocus!

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Need A Creative Strategy for Your Brand?

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If you’re located in the Midsouth or Memphis, Tennessee area, we’d love to learn more about your business. How can we really help you improve the perception of your brand? Feel free to visit our brand imagery page to learn more about our process and how we legerage originality to get creative!

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Positioning Purpose, Passion and Perseverance with a PreFocus.

Feb 8, 2018 | blog, Branding, consulting | 0 comments

Positioning Purpose, Passion and Perseverance.

Have you ever ran with an idea but failed to reach fulfillment? Are you tired of being an employee but don’t believe you have what it takes to be an entrepreneur? There are plenty of ways to fail, but they all stem from your lack of passion and purpose. If you’re considering taking a leap of faith or are struggling to stay afloat after your leap – this live video dialogue is for you! In order to find satisfaction in life, you must allocate your purpose. But, if it doesn’t include passion, then you’ll never be able to deliver on a promise. In other words, you can’t promise squat without being passionate about your purpose.

Looking for a Brand Champion?

I’ve put a lot of blood, sweat and tears into developing a process that magnifies my client’s brand identity. Solidifying the aura and voice of your business allows us to formulate a purposeful marketing plan that speaks to your ideal customers consistently. Cohesion across all channels enhances brand recognition and drives loyalty. I also help my clients establish a culture and determine who fits it best. So, let’s get to work!

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How to Write an About Page for Your Website Part 2

Feb 3, 2018 | blog, Branding, Content, strategy | 0 comments

How to Write an About Us Page for Your Website Pt 2.

Your about us page plays a crucial role in on-site conversion rates – especially in competitive market. Consumers want to find brands they can relate to, believe in and count on. Far too many companies overlook and even ignore the value of learning how to write an about us page. In order to communicate competency, you have to solidify that you're a credible option. So let's talk about the information that'll set you apart best.

Part 1 Consulting

First and foremost, copywriting is about a vision. So make sure you’re able to formulate the story before you get ahead of yourself. Also, as we go down the list, don’t forget about your brand purpose. There’s no need to create clutter on your about us page. Stay focused on the actualities of the brand and the customers you serve.

This will keep you from getting off track with a sales pitch. Most of your web pages may be conversion focused (with a CTA), but about page copy needs to be more informative and nurturing. The visitor perspective is all that matters.

What Exactly Are You Doing?

I want to kick things off right where I left off in blog 1.If your “why” is really hard to define, I urge you to reconsider your ambition. It’s going to be very difficult to scale with a supply and demand mentality. Besides, I believe in helping passionate people shine. Not glorified salesmen glorify themselves. Just because there’s a need, doesn’t mean you’ll succeed.

You have to be able to relay competence alongside the provision. In other words, zero in on what you do really well. What’s your bread and butter – than can be promised time and time again? Try not to reach too far and stay centered on unique traits and guarantees. Think about industry needs or the initial questions customers may have:

What are some ways you can identify with your audience?
What are you consistently executing and what do you want your reputation to be?
How are you enhancing the customer experience?
Is there a process or convenience that trumps the market?
Are there pain points that you’re committed to addressing?

Avoid selling statements in these instances and explain your value with substance. Be specific with your mission and where you’re aiming to be. Explain business processes, goals, culture and even achievements. Incorporate your reasoning and provide clarity on what the experience ought to look like. Anyone who knows how to write an about us page understands the importance of reiterating standards. There’s a big difference in telling visitors what you do and making a promise to deliver something. Don’t forget this. When you deliver on your promoted promise, customers will remain loyal.

Who Makes Up Your Company?

Although you’ve already highlighted the “why” behind your business, expanding on the characteristics of the people involved personalizes your ability to relate. Similar to the ways TV commercial use actors, this impacts perception. Get started by discussing the “why” of your major stakeholders and how it meshes with the brand’s.

Communicating the individual passion, experience and journey of everyone involved will increase brand credibility. Tell visitors why the culture is strong and show them how. When do you compliment each other and what does the past, present and future look like? Who’s in charge of what and why? Unique forms of transparency establish a memory.

Showcasing Internal Employees.

For the most part, a business is run by one person, or a short list of people. The main job of ownership is to formulate a team that can competently implement the vision and mission. So if you’ve got great people at the helm or in customer facing positions, why not introduce them? The more authentic you are, the more the local market will love ya!

This goes beyond marketing and learning how to write a website about us page. Are you ashamed or proud of the assembled team? Quality companies will have a sound hierarchy with a backup system that keeps employees informed and customers satisfied. Whether it’s the CEO, CFO, CMO, or members of management, talk about them! Sometimes, the least influential person makes for the best spotlight!

Invest Time in Your Introductions.

It’s not imperative that you list every employee; sometimes this can be cumbersome. However, service reps, operations staff, sales and business development deserve consideration. Expand on everyone’s professional experience, achievements, certifications as well as personal and relative skillsets.

I personally enjoy going as far as capturing the personality, interests and values of people within the business. This may seem like a lot of work – but trust me it works! Personalization only draws the right customers (and employees) in. The buy-in is what speaks loudest. Potential customers feel a lot more comfortable when they know a little bit about everyone that’ll be involved in their experience.

Brand Cohesion is Important on an About Us Page

It’s a huge advantage when ideal customers identify with someone on your staff. In a professional, team environment, try not to let individual profiles distract visitors from the identity of the brand. A cohesive presentation that’s clean is ideal for most workplaces. Every profile needs to include standard design elements with a team-centric approach.

I highly recommend taking professional headshots or even capturing a video for your about page. Not everyone is interested in reading. The consumer’s ability to see people speak, in action or at work is highly effective. A few hundred bucks on a simple production or some action photos can go a long way.

How Are You Different?

Differentiating your value will take your about us page to another level. In reality, this is where you combine “what you do” and “who does what.” Aside from the competent people that make up your organization, you need to be able to explain the cohesiveness of the culture and how it benefits customers. But before you promote it, you have to develop it.

Once you’ve truly been able to establish a brand culture, you can start talking about the ways each team member fits – or how they enhance the culture you’ve created. Be transparent with your expectations for everyone under the company umbrella about your expectations. Showing your dedicated to upholding standards matters.

Leverage what you do best. Detail how the experience plays out and what roles are required to deliver quality. Most importantly, how are you creating a culture that everyone can be a part of? Moreover, how are you encouraging people to believe your culture is beneficial to them? This is called a self expressive needs analysis.

Identify Brand Drivers When Writing An About Us Page.

If you’re a new-to-market product or service, this should be easy. But, if you’re already established, you’re going to have to convince people that you’re now fully committed to them. You can drive them towards trust with clear actualities.

What are the functional and economic benefits of your business?
What are the values of the company and it’s employees?
How are you training and implementing the aura of your brand?
How do you want to make customers and employees feel?
How do you want to make them appear to others?
What are the societal or environmental benefits of what you’re doing?
What types of partners do you value and how do you plan on working together?
You only have one shot at a first impression.

Your about us page can be your last chance to alter perception. Any ability to differentiate your value gives visitors a chance to see you as a superior option. Considering your impact on others, instead of your pockets, is the roadmap to customer loyalty. When you take the time to present yourself as a viable and genuine option, you’re offering a peace of mind. This makes it easier for consumers to pay more.

If you know how to write an about us page for your website, bounce rates also decrease. When trust is born, a visitor’s intuition of comfort kicks. In most cases, this causes them to stop sifting through alternative options and reviews. As a result conversion rates increase.

Where Do You Serve?

Before reading on, consider the way I worded this heading. The key phrase here is “serve.” Don’t just tell people where to find you. Explain how well you know the neighborhood(s) and let them know you’re happy to serve them within “X” parameters. The way you word your about us page matters.

Wouldn’t you want to know if certain terminology was deterring? It’s also important to be clear about your service areas. If a visitor has to waste time looking for more information or gets lost, the experience is already off to a bad start. You’ll probably have to work uphill to satisfy them.

Use the about us page to also discuss future logistics or company expansion plans. You may not be able to serve someone now, but it might be a goal of yours. Leaving a solid impression with a sound vision will cause them to continue checking in until you can. This works for any geographically based service companies. Think big and you’ll do well!

Writing an About Us Page Part 3 Preview

president-of-about-prefocus-jordan-trask-company-headshot-in-west-phoenix-for-pulsebandz-brand-ambassador Hopefully starting with your “why” helped you understand the customer buying cycle a little better. I’m passionate about helping my clients understand their customers. Before sending traffic to your site, knowing how to write an about us page is invaluable. Focus on your presentation and be yourself!

Far too many web developers and marketers overlook the importance of on-page copy. No matter how many people visit your website, your ability to convert them matters. In the final article of this 3-part-series, I’ll talk about organizing everything and structuring the about us page. Be purposeful with everything you do and always remember to PreFocus!

Need Some Help Writing Your About Us Page?

I take pride in helping my clients understand the importance of insightful content and the presentation of their value. It all starts with their ability to communicate a genuine message and create a solid first impression. If you’d like to discuss ways you can position your brand better, your first consultation is free!

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