Would you like some art with your message?

Maybe it’s the art lover in me, but I respond much better to a message or article when accompanied by a graphic image or photograph. The interplay between words and images is a compelling combination. Each reinforces the other.

Graphics and photos add dazzle and depth to brochures. They make marketing postcards pop. Photos especially bring a story to life in annual reports. Graphics on websites underscore the intent and draw the reader in. It’s an immersive experience. Imagine you are walking into a forest. You see the trees (the copy) yet you also see the canopy (the art that frames the message).


Recently, I saw a special exhibit at the National Art Gallery in Washington, D.C. It was by Andrew Wyeth, an American artist (1917-2009) whom I wasn’t familiar with. I was with a friend who had taken art history in college and knew a lot about the artist (see accompanying photo.) I learned much from her shared history.

I relish looking at paintings and trying to discover the artist’s intent. Yet, I find it helpful to have a bit of lore to enhance my appreciation. Viewing the artwork and reading about it are both visual actions, yet combined they become a multi-sensory experience.

Andrew Wyeth, special exhibit: National Gallery of Art

As a communications consultant, I thrive when working on projects that require me to tell a story; reveal someone’s personality and passion through a profile; explain the benefits and features of a service; or make the case for a worthy cause that compels donors to support the vision. Much of these projects are copy intensive; yet there are ways to add an image (photos or graphics) that deepens the message.

Think of what these art elements (aka: visual information) could do for your next white paper. Many people don’t gravitate toward white papers because there’s all that ink on white paper. Yes, you’ll learn something but it also tends to be a rather tedious experience. My team and I can make white papers more compelling with imagery that reinforces the message.

Graphics alone: think logos, are pure visual communication. Yet, when graphics need to be paired with their partner: words, my designers are masters at adding perception to your message, stories and corporate reports.

Please share your experience about how the interplay between words and graphics motivated you or prompted you to take action.

Can your internal team handle the project?

In the professional services arena, there are times when a major project you are asked to handle begins with the attitude, “I can do that – no problem.” But, over time the project morphs into a huge gorilla that dominates your thoughts. As a result, you can’t eat, you can’t sleep, you spend too many hours worrying about the project. It’s almost as if that big project is stalking you. Maybe it’s a website. It could be a major report designed to bring in new business or obtain additional funding. Perhaps it’s a marketing event or seminar – where content and branding must align. Maybe your staff needs to be trained in using social media to reflect well on your business or organization. 

Consider your team when starting a project.
Photo by Liz Cezat. Heard Museum, Phoenix, AZ

There could be several reasons for fear (or inaction) related to the project:

1.     It’s beyond your scope of expertise.

2.     You have the skills to do it, but don’t have time to complete it.

3.     You are a team of one, and you need the right people on board to make it happen.

4.     You have no interest in doing it. It’s outside your comfort zone of capability and you don’t have the time or patience for the learning curve.

5.     You’ve done it so many times, you want “fresh eyes” on the project. That way, you can take on new projects that do excite you.

To determine how you should approach this project, ask yourself these questions:

1. Do I have the right tools?
       2. Do I have people with the right skills to successfully complete the project?
       3. Have I set a realistic timeline for completion?
       4. Have I outlined the essential action steps from beginning to end?
       5. Do I have a realistic budget for this project?
       6. Once I complete the project, what benefits will my business or organization gain
           from it?

These are the essential questions that can put you in control when assessing whether to take on the project in-house or outsource it.

Above all, be realistic in what you can achieve. The right approach along with the right attitude can put you miles ahead in getting the project accomplished.

You can rely on the services of Cezat Creative Resources, Inc. to handle projects without the need for a retainer. We don’t rest on our laurels. Each project brings out our creative genius. We typically bill by the project, and welcome projects that are used for marketing, sales, training, fund-raising and overall communication. Our professional team handles writing and editing, graphic design, photography, website development and presentations. Take the first step: www.cezatcreative.com

Do what you are “best at” for happiness and fulfillment

Photo by Liz Cezat.

The end of a year and beginning of a New Year is often a time of reflection and resolutions. When thinking about what to write for this special blog post, I had no inspirational magic bullet. Yet, lately I’ve been thinking about Ed King and his practical yet profound advice to small business owners such as myself.

King is a retired Wayne State University Small Business adviser who remains a mentor and champion for multitudes of small business owners. I took an evening course of his and it has guided me for years. During the course, he insisted that we, as entrepreneurs, spend the majority of our time at work doing what we are best at. He used an example: Dr. Michael DeBakey, the famed heart surgeon who invented a device that led to the heart-lung machine, which paved the way for open-heart surgery, and who was a pioneer in heart transplantation – to name a few of his Texas-sized accomplishments.

What King found most impressive about the late Dr. DeBakey was that he went into surgery and only performed the portion of the surgery that he did best. He had directed other surgeons – associates or residents - to do other parts of the surgery, such as opening and closing the surgical site. This permitted Dr. DeBakey to perform thousands more surgeries. In the process, he saved many lives.

In the business world, King related this example to that of a coffee shop owner who worked best in her coffee shop interacting with customers and creating new coffee blends. Over time, she became immersed in the ancillary tasks, such as running errands and schlepping big bags of coffee beans. As a result, the business suffered and she wasn’t finding personal fulfillment either. The reason: she wasn’t doing what she was best at. She needed to direct her employees to do the heavy lifting so she could spend the bulk of her time interacting with customers and making great coffee.

Think about how this relates to you and your life. Are you doing the things that you are "best at" in your work world – whether you own a business or work as a director, manager or employee? If you’re not doing what you love to do and do well, think about transitioning in the next year to work that you love. It might even mean reorganizing your work to spend more time doing what you like and delegating what you aren’t so good at – preferably to someone who is good at the task and enjoys doing it. See the win-win here?

What I love to do and do best is to write, conduct interviews and do the project management – whether it’s for print, the web or presentations. This versatile skill set is well suited to marketing, public relations, fund raising and sales. This year, I’ve discovered it’s also good for sharing knowledge with others by being a trainer. I plan to do more training in the New Year.

In recent months, I’ve been working with a collaborative team on an Internet project. There’s a real need for a good writer who can organize a website, write snappy headlines and succinct copy, and keep tabs on all the moving parts and the people – working together to create new programs. The driving force for me is not only to work with creative professionals who are doing what they are “best at,” it’s also knowing how the end product will be used.

What I’m discovering is that maybe it’s not enough to do what you are “best at” but also to find the reason behind your desire for using that skill. You might find that there is a person or people behind your drive - because that’s often the true motivator for wanting to use one’s best talents to bring new things to light.

For Dr. DeBakey, it was saving patients' lives. For the coffee shop owner, it was sharing her knowledge and love of coffee with customers. For Ed King, it was helping business owners become successful. For me, it’s about communicating effectively to inspire, teach, influence and motivate people to take actions that will either improve their lives or the lives of others.

As we roll into a New Year, I have a sense of pride about my professional skills and my ability to deploy these skills to make a good living. Here’s something for you to think about: if you are doing work that you love, how can you make it even better? If you’re not doing what you love, isn’t it time to head in that direction?   

At the crossroads

Being a business owner is a lonely profession at times. When it’s busy, it’s a breeze. Just do the work. When it’s time to get new business or change direction, I often freeze. I don’t like making cold calls – although I’m getting better at it. Networking tends to be an effort that generates business down the road – sometimes way down the road.

A road in northwest Washington state. Photo by Liz Cezat

What’s a business owner to do? There’s LinkedIn, Twitter and Facebook. While I have landed a few projects from those venues, I find social media to be more valuable in terms of learning new information; forming new ideas; connecting to new friends, associates or clients; and just having fun by posting and viewing people’s comments. I like to read inspirational blogs and quotes for a motivational kick.

Before change can take root, it seems like chaos must first occur. It’s time to implement my second quarter strategy, which is to add some training engagements while continuing to write for business and nonprofits. For this service, I will start contacting human resource departments, associations and nonprofits. I aim to expand my base of work rather than shift it entirely. I love to work with my graphic designers on annual reports, newsletters, brochures and websites for business and nonprofits. But, it’s vital to get out of the office and interact with others.

I’m reviving my seminar/training offerings with a session on “How to write better e-mails.” My expertise comes from being a communicator and writer. I want to share my knowledge with employees and others who have difficulty writing e-mails. Next week, I am meeting with a prospective client who has been talking with me about this program for about a year now. I trust that we will move forward.

Then, I need to set up my new iMac, upgrade the software and get ready to ride a speedy machine. That will be a beauty.

I find that envisioning my desired result is often the “kick in the pants” that is needed to move forward and try new things. Wish me luck – which is another way of saying, “Do the hard work of focusing. Take the right action steps. Make great people connections. And, above all, stay confident and positive.”

“The business of small business is no easy feat.” You can quote me on that.

Feel free to add your comments about how you handle being at the crossroads and deciding what action steps to take.

Referrals are welcome

Repeat customers and referrals are at the heart of a healthy business operation. When was the last time you recommended a restaurant to a friend? Maybe you were happy with a car wash and told a neighbor, who now frequents the same place. When someone compliments your suit, shoes or coat, you might even tell them where you bought those items, unprompted. So much business is spread by word of mouth.

Owners of businesses can’t be in all the right networking places at the right time, but building up referral sources is imperative for a professional service firm.

Recently my accountant passed away. Unfortunately, no provision had been made to complete my taxes. It was time to go looking for another accountant. Being a small business, I didn’t need a powerhouse accounting firm but I did need someone local who could get the taxes done on time. An added value would be someone who could provide financial expertise to help my business thrive.

I decided to call on an accountant who is a friend of the family. I was disappointed to learn that she wasn’t available to do my taxes. I asked her if she knew of anyone else. She told me about a CPA in Livonia, who shares an office with two others and is very competent. In fact, my source said that she often refers prospective clients to this CPA when her clientele gets too full. Her vote of confidence was reassuring. It was also a big relief because I didn’t have to keep looking. My new CPA is gaining a new customer without even having to knock on my door or make a cold call. Given that scenario, you see how important a good referral can be.

That’s why we welcome your referrals. My team at Cezat Creative Resources and I can manage your print or web project from concept to completion. We are to the print/web/presentation process what an event planner is to a wedding, conference or fundraising event.  We make your job easier by handling all the details and ensuring that deadlines are met and budgets are adhered to.

Referrals can take small business to new places. Photo by Liz Cezat.

We offer complete project management – writing, design, photography, printing/mailing, and posting online – for timely communication. Our newsletters, brochures, annual reports, websites and presentations are designed to keep your audiences informed, inspired and loyal to your organization/firm. I also offer social media – posting and blog content.

We can help you:

• sell professional services

• raise funds for a nonprofit organization

• boost loyalty from alumni and/or association members

• prepare for a capital campaign

• engage your key supporters.

If you are pleased with the services that you have received from Cezat Creative Resources, please tell your associates about us when they go looking for a small yet smart business to take on an important project that involves marketing, fundraising or B2B sales.

If you have questions, comments or want to discuss a project, please contact Liz Cezat at 734.416.5915 or send an e-mail. Thank you for helping us get the word out.

Updating or creating a website?

If you are revamping your website, it can seem like an overwhelming task. The key is to break it down into manageable segments. Consider the design – are you going “custom” or using a design template? A custom design allows your company’s personality to shine through. It allows your branding elements of a logo, color palette and preferred typeface to convey your image in a professional manner. There is a place for template design websites – typically when you are starting out with only a few bucks to spend.

When developing content, set up a structure – also known as a wire frame or site architecture. What will appear on your landing page? How many main pages should you have and what subjects will appear on these master pages? Once you know the main subjects, parse those out into sub-pages with more detailed information. Figuring out the site organization is akin to doing a flow chart or organizational chart. It’s a matter of hierarchy – put your most important topics on main pages and branch out with sub pages.

What tabs will you need for the subject headings? Horizontal tabs are most commonly used. Vertical tabs have their place – typically when a website has loads of information.

Keep your information short with a click-on box for more content (See the samples on my website). The information seen before scrolling down is the most widely viewed. Many viewers won’t bother to scroll down unless they really like what they see.

Keep the copy short and snappy. Every word you use must carry its own weight. Edit mercilessly. Keep product or service features and benefits short but descriptive. Leave nothing to the viewer’s imagination. Spell out everything you want them to know. 

What’s the call to action? Typically to call or send in an e-mail inquiry. Also let viewers connect with you online through Twitter, Facebook, Linked In, etc. Give them multiple ways to get in touch with you and learn more about you and your products or services.

And if you’re looking for a good website copy writer who works well with web designers, give me a shout out. (Oh, I mean send me an e-mail or call.)

Branding + empowered staff can’t be beat

Owner Liz Cezat welcomes you to explore
the potential for branding your company.

If a company’s graphic brand – logo, brochures, website, banners – is sterling yet the customer service is lagging, guess what? That business isn’t going to make it.

In real estate, it may be “location, location, location,” but in company branding, “it’s the people.” Yes, the people. It’s the company’s executives, employees, contractors and consultants who bring the brand to life by offering the customer the best experience when dealing with that company.

Is it rocket science? No. Is it professionalism, kindness and empathy? Yes.

Here’s an example. I recently attended two concerts at the Detroit Symphony Orchestra, better known as the DSO. It’s been an institution in Detroit since 1887 or is it 1914? You decide. 

At Saturday night’s performance of the Pops series, the ushers were friendly and helpful. Could we bring our drinks to our seats? Absolutely. “But only during the Pops, not during the Classical series,” they told us. Good information.

I should mention too that on the way to Orchestra Hall from the parking lot right across the street, managed by my good friends the Aubreys, a parking attendant escorted my daughter and me across Woodward Ave. He also made some small talk, but it was really big talk. He asked if we were mother and daughter. We responded, “Yes.” Then he said, “That’s good that you are having a night out together. Your daughter is keeping you young and you can impart wisdom to her.” Wow! So true.

The concert, conducted by a spirited Steven Reineke with songs by Mike Eldred and Rachel York was so entertaining that when I saw an ad (branding) in Sunday’s Detroit Free Press/Detroit News for an upcoming concert, I thought, “I want to go.”

I went online and discovered that I could pick my seats. Cool. Plus, the cost was very reasonable. I wasn’t sure if my online order went through so I called the box office. There was an annoying long wait, but once I got through, the ticket meister was exceedingly helpful and personable.

Fast forward to Thursday, Feb. 9, 2012. That morning, I received an email from the DSO with an e-newsletter and a link to their program. That same program, in print, was handed to me at the concert that evening.

I attended with my boyfriend, who would much rather be watching football than attending a classical concert. When we arrived at Orchestra Hall, the door was opened by a doorman who smiled and said, “Welcome.”

The tickets from Will Call were delivered promptly by a smiling employee. When we reached the top of the stairs to the mezzanine, another smiling employee greeted us. Hey, I could get used to this.

The concert was excellent. I truly enjoyed myself. And a large part of that experience was that the DSO was so well managed and the people employed there cared so much. That’s the beauty of excellent customer service being part of one’s brand.

How does this tie into my business? We can help you create a definitive brand – through graphics, key messages, engaging content and advice on how to get your staff on board. It’s an extension of what we are already doing with websites, brochures, logos and social media. Let’s start a conversation, call or e-mail today.

Can color make you happy?

Photo by Liz Cezat, Utah.

How important is color in your life? If you live in a world of beige or black & white, you might not notice how much vibrant colors or a subtle hue can stimulate your senses: not only your eyes, but also your imagination. People living in a beige world may not be fully cognizant of their surroundings while those who live in a black & white world may view the landscape simply as a backdrop to the business of life.

For the left-brain readers, I will correlate these colors to my PMS book. In this reference, PMS does not refer to Pre Menstrual Syndrome, rather it’s a book of color swatches with numbers known as the Pantone® Color Formula Guide. It is an indispensible tool for graphic designers and art directors.

Today, when I stepped out of the shower, I reached for my towel. It was poppy-pink (PMS 1787). Not the usual beige. I felt uplifted with this new color. Then, I realized that poppy-pink is such a cheerful color, how can you not be happy when you see it?

Yesterday, while watering the flowers in my garden, I noticed that the marigolds were not just yellow, some were golden yellow (PMS 116) yet others were a vibrant orange (PMS 21) and others were burnt red (PMS 186) – all stemming from the same stalk. These intense colors made me appreciate the true beauty of a marigold.

While planting in a friend’s cottage garden the other week, my boyfriend instructed me to put a pot of geraniums into a bed of deep green groundcover. I asked, “Why? It’s all green there.” He replied, “It could use a pop of color.” He was absolutely right. That flash of red was the perfect foil to a mass of green leaves.

When creating materials for print (newsletters, annual reports) or the web (websites, e-newsletters), my graphic designers always play off colors. If someone is wearing green in a photo, they create a green element elsewhere on the page or use a complementary color – such as red. I appreciate color as an art form. I see how it stands out, makes you take notice and might even change your perspective.

Picture this: You're walking in the rain on a city street in the bad part of town and you've sunk into a dark mood. Then you see a yellow car. It's the brightest spot on the dreary, rain-soaked street. All of a sudden you think of the sun and you involuntarily smile. That spot of color makes a connection that lifts your mood.

Just for a day, observe the colors that strike you. How does color affect your mood? I don't think it's a stretch to say that color connects us to the world and has some sway in increasing our happiness.