the branded biography
DESCRIPTION
TRANSCRIPT
![Page 1: The Branded Biography](https://reader037.vdocument.in/reader037/viewer/2022102921/54524acdaf7959013f8b4a11/html5/thumbnails/1.jpg)
The Branded BiographyStrategies for Biographies that Sell, Sell, Sell
September 19th, 2012
![Page 2: The Branded Biography](https://reader037.vdocument.in/reader037/viewer/2022102921/54524acdaf7959013f8b4a11/html5/thumbnails/2.jpg)
what you will learn:
how to “think” like a portal or minisite ideal organizational strategies best practices for effective formats:
preview what it’s like to work with you inspirational content great photography: how to achieve it,
sustain it and use it the rules for great video… and what never
to do
#gbwebinar
![Page 3: The Branded Biography](https://reader037.vdocument.in/reader037/viewer/2022102921/54524acdaf7959013f8b4a11/html5/thumbnails/3.jpg)
to think like a portal, understand how great sites are designed
#gbwebinar
![Page 4: The Branded Biography](https://reader037.vdocument.in/reader037/viewer/2022102921/54524acdaf7959013f8b4a11/html5/thumbnails/4.jpg)
the thelma and louise effect(pennywise and pound foolish)
#gbwebinar
![Page 5: The Branded Biography](https://reader037.vdocument.in/reader037/viewer/2022102921/54524acdaf7959013f8b4a11/html5/thumbnails/5.jpg)
homepage
#gbwebinar
![Page 6: The Branded Biography](https://reader037.vdocument.in/reader037/viewer/2022102921/54524acdaf7959013f8b4a11/html5/thumbnails/6.jpg)
interior pages
#gbwebinar
![Page 7: The Branded Biography](https://reader037.vdocument.in/reader037/viewer/2022102921/54524acdaf7959013f8b4a11/html5/thumbnails/7.jpg)
![Page 8: The Branded Biography](https://reader037.vdocument.in/reader037/viewer/2022102921/54524acdaf7959013f8b4a11/html5/thumbnails/8.jpg)
![Page 9: The Branded Biography](https://reader037.vdocument.in/reader037/viewer/2022102921/54524acdaf7959013f8b4a11/html5/thumbnails/9.jpg)
beyond the homepage, all creativity disappears and the
“template” takes over.why? $$$
#gbwebinar
![Page 10: The Branded Biography](https://reader037.vdocument.in/reader037/viewer/2022102921/54524acdaf7959013f8b4a11/html5/thumbnails/10.jpg)
the mall analogy
![Page 11: The Branded Biography](https://reader037.vdocument.in/reader037/viewer/2022102921/54524acdaf7959013f8b4a11/html5/thumbnails/11.jpg)
failing to think like a portal, being hostage to template
stunts marketing effectiveness: thought leadership is buried
in a news archive
#gbwebinar
![Page 12: The Branded Biography](https://reader037.vdocument.in/reader037/viewer/2022102921/54524acdaf7959013f8b4a11/html5/thumbnails/12.jpg)
![Page 13: The Branded Biography](https://reader037.vdocument.in/reader037/viewer/2022102921/54524acdaf7959013f8b4a11/html5/thumbnails/13.jpg)
failing to think like a portal, being hostage to template
stunts marketing effectiveness:office pages offer directions,
not a reason to buy
#gbwebinar
![Page 14: The Branded Biography](https://reader037.vdocument.in/reader037/viewer/2022102921/54524acdaf7959013f8b4a11/html5/thumbnails/14.jpg)
![Page 15: The Branded Biography](https://reader037.vdocument.in/reader037/viewer/2022102921/54524acdaf7959013f8b4a11/html5/thumbnails/15.jpg)
failing to think like a portal, being hostage to template
stunts marketing effectiveness:biographies have no clear goals
#gbwebinar
![Page 16: The Branded Biography](https://reader037.vdocument.in/reader037/viewer/2022102921/54524acdaf7959013f8b4a11/html5/thumbnails/16.jpg)
yet biographies are the most visited pages on your site. so why the great homepage
followed by the high school resume?
#gbwebinar
![Page 17: The Branded Biography](https://reader037.vdocument.in/reader037/viewer/2022102921/54524acdaf7959013f8b4a11/html5/thumbnails/17.jpg)
to think like a portal, understand the goals of each destination page
#gbwebinar
![Page 18: The Branded Biography](https://reader037.vdocument.in/reader037/viewer/2022102921/54524acdaf7959013f8b4a11/html5/thumbnails/18.jpg)
what’s the goal of a biography? to be important, confident, a leader preview what it’s like to work with you establish expertise encourage a call to action
#gbwebinar
![Page 19: The Branded Biography](https://reader037.vdocument.in/reader037/viewer/2022102921/54524acdaf7959013f8b4a11/html5/thumbnails/19.jpg)
Finding
Expertise
Choosing
Intellectual Expertise
when people look for services…
Emotional Comfort Comfort
#gbwebinar
![Page 20: The Branded Biography](https://reader037.vdocument.in/reader037/viewer/2022102921/54524acdaf7959013f8b4a11/html5/thumbnails/20.jpg)
Finding
Expertise
Choosing
Intellectual Expertise
Emotional ComfortComfort
Finding Choosing
Intellectual
Emotional
when people decide to buy…
#gbwebinar
![Page 21: The Branded Biography](https://reader037.vdocument.in/reader037/viewer/2022102921/54524acdaf7959013f8b4a11/html5/thumbnails/21.jpg)
before we tackle expertise, let’s talk heart to heart
#gbwebinar
![Page 22: The Branded Biography](https://reader037.vdocument.in/reader037/viewer/2022102921/54524acdaf7959013f8b4a11/html5/thumbnails/22.jpg)
emotion governs all our behavior, driving our unconscious reactions,but also determining what becomesconscious!
LESSON FOUR: DECIDE
#gbwebinar
![Page 23: The Branded Biography](https://reader037.vdocument.in/reader037/viewer/2022102921/54524acdaf7959013f8b4a11/html5/thumbnails/23.jpg)
before we can pay attention, we must attract attention.
LESSON FOUR: DECIDE
#gbwebinar
![Page 24: The Branded Biography](https://reader037.vdocument.in/reader037/viewer/2022102921/54524acdaf7959013f8b4a11/html5/thumbnails/24.jpg)
“Since emotion plays a key role in directing our attention, the task of the ad is to evoke emotion in us.”
Edward du Plessis, The Advertised Mind
LESSON FOUR: DECIDE
#gbwebinar
![Page 25: The Branded Biography](https://reader037.vdocument.in/reader037/viewer/2022102921/54524acdaf7959013f8b4a11/html5/thumbnails/25.jpg)
“Affective content drives advertising effectiveness and our ‘thinking’ merely supports a decision that may already have been made.”
Tim Ambler, Memory-Affect-Cognition
LESSON FOUR: DECIDE
#gbwebinar
![Page 26: The Branded Biography](https://reader037.vdocument.in/reader037/viewer/2022102921/54524acdaf7959013f8b4a11/html5/thumbnails/26.jpg)
“Liking an ad is much more predictive of its success than any other factor.”
Low Attention Processing
#gbwebinar
![Page 27: The Branded Biography](https://reader037.vdocument.in/reader037/viewer/2022102921/54524acdaf7959013f8b4a11/html5/thumbnails/27.jpg)
Emotional factors account for a significant and substantial portion of the variance in perceived risk even after the effect of rational factors (perceived differences between alternatives) has been taken into account.
—A study of reason and emotion in products and services, Journal of Consumer Behavior
LESSON ONE: REACT
#gbwebinar
![Page 28: The Branded Biography](https://reader037.vdocument.in/reader037/viewer/2022102921/54524acdaf7959013f8b4a11/html5/thumbnails/28.jpg)
design strategy does not work out on the margins; it works at the core!
#gbwebinar
![Page 29: The Branded Biography](https://reader037.vdocument.in/reader037/viewer/2022102921/54524acdaf7959013f8b4a11/html5/thumbnails/29.jpg)
we’ve talked about the role of emotionbut not how to engage it;
but first let’s talk about expertiseand how to prove it
#gbwebinar
![Page 30: The Branded Biography](https://reader037.vdocument.in/reader037/viewer/2022102921/54524acdaf7959013f8b4a11/html5/thumbnails/30.jpg)
what’s the goal of a biography? to be important, confident, a leader preview what it’s like to work with you establish expertise encourage a call to action
#gbwebinar
![Page 31: The Branded Biography](https://reader037.vdocument.in/reader037/viewer/2022102921/54524acdaf7959013f8b4a11/html5/thumbnails/31.jpg)
![Page 32: The Branded Biography](https://reader037.vdocument.in/reader037/viewer/2022102921/54524acdaf7959013f8b4a11/html5/thumbnails/32.jpg)
nobody reads first. they scan.quick, you’ve got three seconds,
what’s your takeaway?
#gbwebinar
![Page 33: The Branded Biography](https://reader037.vdocument.in/reader037/viewer/2022102921/54524acdaf7959013f8b4a11/html5/thumbnails/33.jpg)
![Page 34: The Branded Biography](https://reader037.vdocument.in/reader037/viewer/2022102921/54524acdaf7959013f8b4a11/html5/thumbnails/34.jpg)
preview what it’s like to work with you
#gbwebinar
![Page 35: The Branded Biography](https://reader037.vdocument.in/reader037/viewer/2022102921/54524acdaf7959013f8b4a11/html5/thumbnails/35.jpg)
give them a voice with a quote
#gbwebinar
![Page 36: The Branded Biography](https://reader037.vdocument.in/reader037/viewer/2022102921/54524acdaf7959013f8b4a11/html5/thumbnails/36.jpg)
![Page 37: The Branded Biography](https://reader037.vdocument.in/reader037/viewer/2022102921/54524acdaf7959013f8b4a11/html5/thumbnails/37.jpg)
![Page 38: The Branded Biography](https://reader037.vdocument.in/reader037/viewer/2022102921/54524acdaf7959013f8b4a11/html5/thumbnails/38.jpg)
![Page 39: The Branded Biography](https://reader037.vdocument.in/reader037/viewer/2022102921/54524acdaf7959013f8b4a11/html5/thumbnails/39.jpg)
the challenge of getting quotes
#gbwebinar
![Page 40: The Branded Biography](https://reader037.vdocument.in/reader037/viewer/2022102921/54524acdaf7959013f8b4a11/html5/thumbnails/40.jpg)
alternative to the voice of the lawyer
#gbwebinar
![Page 41: The Branded Biography](https://reader037.vdocument.in/reader037/viewer/2022102921/54524acdaf7959013f8b4a11/html5/thumbnails/41.jpg)
![Page 42: The Branded Biography](https://reader037.vdocument.in/reader037/viewer/2022102921/54524acdaf7959013f8b4a11/html5/thumbnails/42.jpg)
the voice of authority
![Page 43: The Branded Biography](https://reader037.vdocument.in/reader037/viewer/2022102921/54524acdaf7959013f8b4a11/html5/thumbnails/43.jpg)
the voice of the client
![Page 44: The Branded Biography](https://reader037.vdocument.in/reader037/viewer/2022102921/54524acdaf7959013f8b4a11/html5/thumbnails/44.jpg)
be important, confident and a leader
#gbwebinar
![Page 45: The Branded Biography](https://reader037.vdocument.in/reader037/viewer/2022102921/54524acdaf7959013f8b4a11/html5/thumbnails/45.jpg)
invert the typical picture to text ratio:the individual is the star
#gbwebinar
![Page 46: The Branded Biography](https://reader037.vdocument.in/reader037/viewer/2022102921/54524acdaf7959013f8b4a11/html5/thumbnails/46.jpg)
LESSON ONE: REACT
“a picture is worth a thousand words.”
Fred Barnard, Printers’ Ink 1918
“the memory of a picture is stronger than the memory of a word describing the same object.”
How People Learn: Brain, Mind, Experience, and School,
National Research Council, 1999
#gbwebinar
![Page 47: The Branded Biography](https://reader037.vdocument.in/reader037/viewer/2022102921/54524acdaf7959013f8b4a11/html5/thumbnails/47.jpg)
![Page 48: The Branded Biography](https://reader037.vdocument.in/reader037/viewer/2022102921/54524acdaf7959013f8b4a11/html5/thumbnails/48.jpg)
what’s the goal of a biography? to be important, confident, a leader preview what it’s like to work with you establish expertise encourage a call to action
#gbwebinar
![Page 49: The Branded Biography](https://reader037.vdocument.in/reader037/viewer/2022102921/54524acdaf7959013f8b4a11/html5/thumbnails/49.jpg)
sidebar
![Page 50: The Branded Biography](https://reader037.vdocument.in/reader037/viewer/2022102921/54524acdaf7959013f8b4a11/html5/thumbnails/50.jpg)
inline
![Page 51: The Branded Biography](https://reader037.vdocument.in/reader037/viewer/2022102921/54524acdaf7959013f8b4a11/html5/thumbnails/51.jpg)
illustrated practices
![Page 52: The Branded Biography](https://reader037.vdocument.in/reader037/viewer/2022102921/54524acdaf7959013f8b4a11/html5/thumbnails/52.jpg)
organizational strategiesfor delivering experience
(that rhymes with “expertise”)
#gbwebinar
![Page 53: The Branded Biography](https://reader037.vdocument.in/reader037/viewer/2022102921/54524acdaf7959013f8b4a11/html5/thumbnails/53.jpg)
tabs“first they wouldn’t scroll,
now they won’t click”(i.e., to another page)
#gbwebinar
![Page 54: The Branded Biography](https://reader037.vdocument.in/reader037/viewer/2022102921/54524acdaf7959013f8b4a11/html5/thumbnails/54.jpg)
![Page 55: The Branded Biography](https://reader037.vdocument.in/reader037/viewer/2022102921/54524acdaf7959013f8b4a11/html5/thumbnails/55.jpg)
widgets and sidebars“first they wouldn’t scroll,
now they won’t click”(i.e., to another page)
#gbwebinar
![Page 56: The Branded Biography](https://reader037.vdocument.in/reader037/viewer/2022102921/54524acdaf7959013f8b4a11/html5/thumbnails/56.jpg)
![Page 57: The Branded Biography](https://reader037.vdocument.in/reader037/viewer/2022102921/54524acdaf7959013f8b4a11/html5/thumbnails/57.jpg)
the challenge of building a bio page for all attorneys
so the associate doesn’t look bad*
*good design can be said to be not much more than common courtesy visualized
#gbwebinar
![Page 58: The Branded Biography](https://reader037.vdocument.in/reader037/viewer/2022102921/54524acdaf7959013f8b4a11/html5/thumbnails/58.jpg)
![Page 59: The Branded Biography](https://reader037.vdocument.in/reader037/viewer/2022102921/54524acdaf7959013f8b4a11/html5/thumbnails/59.jpg)
![Page 60: The Branded Biography](https://reader037.vdocument.in/reader037/viewer/2022102921/54524acdaf7959013f8b4a11/html5/thumbnails/60.jpg)
what goes in the middle; what can be hidden and what should be
displayed ALL the time
#gbwebinar
![Page 61: The Branded Biography](https://reader037.vdocument.in/reader037/viewer/2022102921/54524acdaf7959013f8b4a11/html5/thumbnails/61.jpg)
![Page 62: The Branded Biography](https://reader037.vdocument.in/reader037/viewer/2022102921/54524acdaf7959013f8b4a11/html5/thumbnails/62.jpg)
ideal length: setting limitsthe wisdom of <more>
or <view all>
#gbwebinar
![Page 63: The Branded Biography](https://reader037.vdocument.in/reader037/viewer/2022102921/54524acdaf7959013f8b4a11/html5/thumbnails/63.jpg)
![Page 64: The Branded Biography](https://reader037.vdocument.in/reader037/viewer/2022102921/54524acdaf7959013f8b4a11/html5/thumbnails/64.jpg)
creative writing
#gbwebinar
![Page 65: The Branded Biography](https://reader037.vdocument.in/reader037/viewer/2022102921/54524acdaf7959013f8b4a11/html5/thumbnails/65.jpg)
use headlines, not labels
#gbwebinar
![Page 66: The Branded Biography](https://reader037.vdocument.in/reader037/viewer/2022102921/54524acdaf7959013f8b4a11/html5/thumbnails/66.jpg)
![Page 67: The Branded Biography](https://reader037.vdocument.in/reader037/viewer/2022102921/54524acdaf7959013f8b4a11/html5/thumbnails/67.jpg)
![Page 68: The Branded Biography](https://reader037.vdocument.in/reader037/viewer/2022102921/54524acdaf7959013f8b4a11/html5/thumbnails/68.jpg)
![Page 69: The Branded Biography](https://reader037.vdocument.in/reader037/viewer/2022102921/54524acdaf7959013f8b4a11/html5/thumbnails/69.jpg)
oh, yeah, SEO.
#gbwebinar
![Page 70: The Branded Biography](https://reader037.vdocument.in/reader037/viewer/2022102921/54524acdaf7959013f8b4a11/html5/thumbnails/70.jpg)
1. identify keywords2. write headlines with keywords3. write keyword rich copy—first 25 words4. build links to rank higher
optimizing your biographies(it’s a minisite, right?)
#gbwebinar
![Page 71: The Branded Biography](https://reader037.vdocument.in/reader037/viewer/2022102921/54524acdaf7959013f8b4a11/html5/thumbnails/71.jpg)
give them a voice with video
#gbwebinar
![Page 72: The Branded Biography](https://reader037.vdocument.in/reader037/viewer/2022102921/54524acdaf7959013f8b4a11/html5/thumbnails/72.jpg)
LESSON ONE: REACT
video
47%
53%
average length
2.85 minutes
inline
75%
25%
average load time
10:28 seconds
click to play?
93% 7%
on bio page?*
0% 100%
YESNO
DOES THE WEBSITE HAVE
FEATURES OF AMLAW 100 FIRMSVIDEO
*Careers, 45%, About Us, 13%, Practices, 2%, Elsewhere, 40%
#gbwebinar
![Page 73: The Branded Biography](https://reader037.vdocument.in/reader037/viewer/2022102921/54524acdaf7959013f8b4a11/html5/thumbnails/73.jpg)
and it’s not just for the young
Gen Y (18 – 32 yr. olds) has the highest percentage using the web to watch video
but the same percentage of Gen X do so almost half of young boomers watch
video online
#gbwebinar
![Page 74: The Branded Biography](https://reader037.vdocument.in/reader037/viewer/2022102921/54524acdaf7959013f8b4a11/html5/thumbnails/74.jpg)
Americans move briskly to online video 100M Americans watch online video daily, up
43% since 2010 (source: comScore) average view length is up from 5 minutes to 5.8
minutes video ad volume up 20% to 7.1B served 30% of Internet traffic is video
… in other words, video is now part of marketing
#gbwebinar
![Page 75: The Branded Biography](https://reader037.vdocument.in/reader037/viewer/2022102921/54524acdaf7959013f8b4a11/html5/thumbnails/75.jpg)
1. unearth a driving concept2. connect left brain to right3. brevity is a common courtesy4. be authentic, but practice, practice … 5. create and maintain a firm style6. lousy video undermines your authority
but not just any video…
#gbwebinar
![Page 76: The Branded Biography](https://reader037.vdocument.in/reader037/viewer/2022102921/54524acdaf7959013f8b4a11/html5/thumbnails/76.jpg)
what’s the goal of a video? to be important, confident, a leader preview what it’s like to work with you establish expertise encourage a call to action
bottom line: the humanization of the technical expert
#gbwebinar
![Page 77: The Branded Biography](https://reader037.vdocument.in/reader037/viewer/2022102921/54524acdaf7959013f8b4a11/html5/thumbnails/77.jpg)
![Page 78: The Branded Biography](https://reader037.vdocument.in/reader037/viewer/2022102921/54524acdaf7959013f8b4a11/html5/thumbnails/78.jpg)
turn attorney profiles into viewpoints
#gbwebinar
![Page 79: The Branded Biography](https://reader037.vdocument.in/reader037/viewer/2022102921/54524acdaf7959013f8b4a11/html5/thumbnails/79.jpg)
![Page 80: The Branded Biography](https://reader037.vdocument.in/reader037/viewer/2022102921/54524acdaf7959013f8b4a11/html5/thumbnails/80.jpg)
invest in video case studies
#gbwebinar
![Page 81: The Branded Biography](https://reader037.vdocument.in/reader037/viewer/2022102921/54524acdaf7959013f8b4a11/html5/thumbnails/81.jpg)
![Page 82: The Branded Biography](https://reader037.vdocument.in/reader037/viewer/2022102921/54524acdaf7959013f8b4a11/html5/thumbnails/82.jpg)
get your clients to share their ideas
#gbwebinar
![Page 83: The Branded Biography](https://reader037.vdocument.in/reader037/viewer/2022102921/54524acdaf7959013f8b4a11/html5/thumbnails/83.jpg)
![Page 84: The Branded Biography](https://reader037.vdocument.in/reader037/viewer/2022102921/54524acdaf7959013f8b4a11/html5/thumbnails/84.jpg)
photography must be central to your design, not a stamp on the envelope
#gbwebinar
![Page 85: The Branded Biography](https://reader037.vdocument.in/reader037/viewer/2022102921/54524acdaf7959013f8b4a11/html5/thumbnails/85.jpg)
1. have a creative style2. develop consistent art direction3. have a plan to sustain the style (economical and scalable)
but not just any photography…
#gbwebinar
![Page 86: The Branded Biography](https://reader037.vdocument.in/reader037/viewer/2022102921/54524acdaf7959013f8b4a11/html5/thumbnails/86.jpg)
![Page 87: The Branded Biography](https://reader037.vdocument.in/reader037/viewer/2022102921/54524acdaf7959013f8b4a11/html5/thumbnails/87.jpg)
what’s the goal of a biography? to be important, confident, a leader preview what it’s like to work with you establish expertise encourage a call to action
#gbwebinar
![Page 88: The Branded Biography](https://reader037.vdocument.in/reader037/viewer/2022102921/54524acdaf7959013f8b4a11/html5/thumbnails/88.jpg)
now imagine there is a set of best practices for every single page of your website…
#gbwebinar
![Page 89: The Branded Biography](https://reader037.vdocument.in/reader037/viewer/2022102921/54524acdaf7959013f8b4a11/html5/thumbnails/89.jpg)
“I’m superficial, but I’m deeply superficial.” Andy Warhol
#gbwebinar
![Page 91: The Branded Biography](https://reader037.vdocument.in/reader037/viewer/2022102921/54524acdaf7959013f8b4a11/html5/thumbnails/91.jpg)
if you like this program, you may also like