Wednesday, November 19, 2014

Using Technical Writing to Communicate

Technical writing is one of the most underrated skills in business communications.  

Aimed at conveying highly technical and complex information into an easy-to-read, understandable format for the most basic of readers, the technique is reliable when it comes to creating user manuals, company procedures, brochures, web content, etc.

Demand for technical writers is expected to go up in areas such as law, medicine, and economics.  But, one thing is for certain.  As rapid growth and changes in the high-tech and electronics industries increase, so will the need for employees and customers to be informed, trained, and instructed through manuals, guides, and other materials.

Types of technical writing documents:
  • User Manuals - Aimed at outlining procedures for performing particular tasks;
  • Training Guides - Documentation that provides employees or customers how to use products or systems;
  • Procedures Manuals - Provides employees "standard operating procedures" for performing routine, everyday tasks;
  • White Papers - Documentation that explains how a system or product operates in a marketplace.
As you grow your business, consider Oevae and Mundial Communications to create usable and lasting documents along with a streamlined online presence to showcase your product or system.

Make a brand difference.™

Tuesday, November 18, 2014

Improve Visual Communications in Branding

The world as we see it is forever evolving with new discoveries in nearly every form of creation and communication.  One of the oldest forms of communication remains at the forefront of creative branding – images that tell the story.

The company you hire to design your creative communications can make the difference between communicating the right message or giving consumers a valid reason to go elsewhere with their disposable income.

Oevae was asked to join the discussion about visual communication/photography trends in an upcoming webinar by Getty Images, the American stock photo agency, based in Seattle, Washington. It is a supplier of stock images for businesses and consumers with millions of still images in its archive.

The Creative In focus is Getty Images' annual predictor of the most impactful visual and cultural trends for the coming year.  It sets the stage for what the world will look like tomorrow, based upon the research and insights our global creative teams are tracking today.

This is an in-depth exploration of the upcoming imagery and aesthetic shifts that will change what we see in brand communications, advertising, and design next year and beyond.

Based on research conducted by the Getty Images Creative Research team, the 2015 visual trends briefing will define the key visual insights and trends shaping visual communication. 

The research by Getty images sounds similar to the JWT Meet The New Family which states "The traditional nuclear family—a husband and wife, plus kids—is no longer the norm. Today’s parents may not be married and might well be same-sex; often just one parent heads the household, while more couples are choosing not to become parents (unless we count pets, which are increasingly treated like kids). Among classic nuclear families, the dynamics are shifting as gender roles rapidly evolve."

"Many brands aren’t yet portraying the reality of today’s family or speaking to its changing needs. But a growing number of marketers have broadened their definition of what a family means and incorporated new types of images into their messaging, recognizing and affirming these consumers..."

Oevae will provide more information based on our findings and share this information with our clients (Physicians, Attorneys, Financial Services, Small Businesses, etc.) who depend on visual communications to set the tone for brand messaging.

Make a brand difference.™
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Thursday, October 9, 2014

The Nuts and Bolts for Extreme Branding

You never know when you'll see it (something eye-catching), but the best marketing consultants in the world are increasing the odds of helping you see more of something.

Even today as I was returning from the gym, then made a u-turn when my eyes would not let go of this very peculiar shape in the hotel parking lot?  As my curiosity grew, I was confronted with two options that needed an immediate response and call-to-action:

1. I could keep focused, then wonder later "what was that nutty-looking thing I saw in the middle of the lot - resembling a lonesome, wooden Klomp from the Netherlands?

2. Or I could simply make a quick lane change, bust a uey - right quick. Then head across the road and take a closer look to see who was nuts enough to park an oversized peanut right in the hotel parking lot?

Obviously, my second option was the only logical choice.  I'm right here.  It will only take a moment. But of course, check, go check it out. When I get there I'm like a Las Vegas card dealer, shuffling with my thumb to locate the icon for my camera app.

You've probably jumped down here
to find out what extreme branding can do for you. 

Pictures of the NutMobile.

The "Nuts" of this post, but not the "Bolts" of Extreme Branding.

There's still something in this post that you don't want to overlook.

A. You do not know that the photographs of the Planter's Nutmobile (huge mobile peanut with lightly salted fiberglass shell) were taken with a Samsung Galaxy S III, but that does not matter too much.

B. You do not know how the "Bolts" of Extreme Branding work, and that really matters.

Extreme Branding takes control of the normal human impulse. It piques your interest and gives you a reason to learn more.  The "more" means leading more consumers to your business.  Which could mean more money in your bank account and feeling good about your business marketing decisions (bolts).

Hidden in the magnitude you will find a huge peanut parked in the hotel parking lot - made possible with a really smart marketing decision.

Will I buy more Planter's Peanuts?  Not sure yet, but the huge peanut is "planted" in my mind for a while - I'll remember when I get to the store.

I can tell you that many mothers will be hearing their kids talking about Mr. Peanut this Halloween, Thanksgiving, Christmas, and New Year.  Or you may want to pick up some Planter's peanuts for 1 of 300+ NFL games, because you may be drinking beer, and kids have been known to throw nuts into the fireplace one time.

At Oevae Marketing Consultants, known by Google as "the best marketing consultants in the world" - we take your marketing to a higher level.  We do this by answering some important questions in the mind of the consumer.

We help you answer consumer questions with favorable answers - this helps your brand become more memorable than other brands and possibly favored over the competition.

Our clients choose Oevae marketing to become more attractive to consumers. 

That's it.  Now you know the whole story.  You now have some really nice pictures of the NutMobile, and you have new resources to grow your small business with Oevae.

In the words of Mr. Peanut, Stay NUTTY, and we SHELL CASHEW later

Share NutMobile photos with your Facebook friends.

Make a brand difference.™

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Wednesday, July 23, 2014

4 Recurring Medical Practice Start-up Issues

The steps you'll take to start your medical practice can leave you a little loopy at the end of the day.  In fact, you will spend several months and hours focusing on operations and all the activities and resources required to operate and manage your medical practice.  Operational issues associated with new practice development range from the development of a grounded legal structure for the practice, to organizing financial management systems, finding a place to practice, and hiring staff. 

Here are 4 Recurring Medical Practice Start-up Issues: 

Everything from building space to the equipment and supplies needed to practice medicine 

Outsourcing from a hospital, MSO, or billing company is critical to the success of any business 
Health Information
Email Safeguards to ensure the confidentiality, and security of electronically protected health information
Brand Awareness
Retain continuity among patient communications, branding, and marketing messages

Taking a closer look at the medical industry, the projected growth for Advanced Practice Nurses (APRNs) is 31% (3,238,400) by 2022 or nearly the total estimated population in Oklahoma (3,850,568) for 2013.  Zoom-in a bit more and the pay by work environment (Home Health Care Services, Nursing & Residential Care Facilities, and Offices of Physicians will have a range between $58,830 - $62,090.  Of course, this means there will be more people caring for patients in need of medical attention. However, this will require additional communication with various offices and patients.

If your medical practice is subject to the requirements of the Health Insurance Portability and Accountability Act (HIPAA), Google Apps for Business can support HIPAA compliance. Under HIPAA, certain information about a person’s health or health care services is classified as Protected Health Information (PHI). Google Apps customers who are subject to HIPAA and wish to use Google Apps with PHI must sign a Business Associate Agreement (BAA) with Google.

There are a lot of individual preferences that physicians can use to make their practice more patient-worthy. But in the end, these four issues are essential to any strategy for a medical practice. Physicians should experiment with these factors to see what works best for their patients. For more ideas on creating communications, branding, and marketing messages, read this article with 6 Tips for Marketing Your Small Business.

Make a brand difference.™

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Friday, June 27, 2014

Responsive Website Design in Layman's Terms

There's no doubt that your company needs a website where customers can go to learn more about your offerings and hopefully persuade them to make a purchase, contact you, or tell a friend how great thou art.

National African-American Women's Leadership Institute (NAAWLI)
NAAWLI encourages African American women to discover and maximize their leadership
potential with a customized program that is both gender-based and culturally relevant.

Before I dig too deep into the topic of Responsive Web Design (RWD), let's go back to a time period before the smartphone - back into the days of flip phones.  The company website was one entity, updated by you or your webmaster - you simply could not access your companies website on a mobile phone.  

Then came the smartphone where you could actually surf the web and find your favorite restaurants and directions using Google Maps - you would simply pinch and zoom or swirl your finger across, up, and down the screen to see the website.

Smartphones and tablets are made for convenience - they are smaller and fit into small compartments - so the screens are much smaller than your traditional laptop or desktop computer which offers a pleasing viewing experience because they both have bigger screen sizes.  Meanwhile, your website is one size - not taking into consideration the grown number of screen sizes.  Houston we have a problem!

Some small business owners have hired website designers and developers to create a mobile website - one that looks better on smaller screens.  Mobile websites get the job done, but they also create a job - they double the amount of time necessary to update the content on two sites.  Last I checked, time equals money.  And let's not overlook the fact that most mobile websites often dilute your company branding efforts by limiting graphic content, structure, and overall user experience.

Today your website can be more instinctive.  Allowing you to upgrade your current site and ditch your mobile site. Responsive Web Design and development responds to the user’s behavior and environment based on screen size, platform, orientation and eliminates the need for a different design and development phase for each new gadget on the market. Even better, responsive web design allows you to use your marketing dollars on areas that increase your business's exposure instead of updating content on your current site and mobile site.  Responsive web design is a real two-for-one deal.

Responsive websites do not merely shrink-to-fit differing device sizes, instead, responsive web design becomes more flexible:
  • Enhanced user experience / easy reading and navigation
  • Instantly switches between portrait and landscape orientation
  • Automatically adjust to different screen sizes
  • Uses smartphone and tablet touch/swipe functions
  • Easily maintained website content
  • Improve website search engine optimization (SEO)
With an increasing number of people purchasing and using mobile devices to access the Internet, a higher percentage of visitors will access your website with a mobile phone or tablet.  When they land on your website, I know you want them to have a rewarding experience.  This requires a website that allows visitors to navigate and read content with the greatest of ease.

Why would you create a custom Web design for each group of users; after all, architects don’t design buildings for each group size and type that passes through its doors and hallways?

With responsive Web design, we create custom solutions for a wider range of users, on a wider range of devices, and making you more responsive about your website - customers will see you do care and are willing to be accommodating - no pinch, no zoom. Just right!

When it boils down to it, you can ignore the evolution of technology or take advantage of a unified approach to content management and simplify internet marketing and SEO.  In fact, Indie Media Club published 10 of the best content management software tools we could find on the market.  They go beyond the definition of a content management system, and breakdown topics such as criteria in choosing the best content management system, key features of a good content management solution, and other web content management options – they quote 28 different sources in the article – it's quite authoritative, you may really find it helpful.

Now turn your attention to Oevae Marketing Consultants.  Try searching Google for the "best marketing consultants in the world" and see is in the top 5 listings.  We are proud of our achievements because it takes satisfied clients to make this possible.  We are known for creative designs and sharing our research and development with small businesses.  It is our goal to make small business success stories.  Your company could be next.  Contact us at so we can begin the discussion.

Make a brand difference.™

Wednesday, May 7, 2014

Beyond Consumer Attraction

As a small business owner, you already know that you need sales to actually consider your business a success, and ultimately stay in business. You also know that you must communicate offers in ways that capture the consumer's attention. Something you may not know is how to prompt consumers to take the next step - nor do many small business owners - fail to take consumers beyond the typical CTA (call to action). 

"If you stand in a dark room full of people, how will you find your way around?"  Ask for help.

There are many ways to catch the attention of consumers. The key is convincing consumers to get a closer look at your brand.  This is where your marketing consultant becomes very important. Here are a few questions your marketing consultant can help you answer if you want to take consumers beyond the initial attraction:
  1. What is the appearance of your brand in the mind of consumers?
  2. What does your brand promise?
  3. How does your brand satisfy consumer needs?
  4. What is your passion as a business owner?
True, these can be some pretty tough questions, but you must know the answer to each one. Your answers will shine a light on the areas where you can promote your business in ways that prompt consumers to move beyond the attraction phase.

"If you fail to make a move, how will you make progress?" You won't.

You are a business owner, this means you will undoubtedly need to take some risks. For some, this is called an educated guess. However, if you do your homework, and answer the tough questions I mentioned earlier, the risk you take will become your roadmap. There will be wrong steps, but do not let this discourage you or freeze your momentum. Your answers are boundaries you have clearly defined to help you succeed. So, be confident and do not be fearful to make your next move after setbacks.

"Is mocking others being a copycat?" No. Mocking can lead to a favorable solution others have uncovered.

There are solutions that others have found and use to their benefit. Think for a moment - if one airline company refused to use wings on their airplanes like their competition? In other words, how would Southwest Airlines be a success without using wings like Virgin America? They wouldn't. Planes don't fly without wings. However, both companies do have subtle differences within the organization that allow each to compete successfully and remain on the list of America's Best Airlines.  The answer can be found in the company slogans.  Southwest Airlines says, "If it matters to you, it matters to us" while Virgin America says, "A Breath of Fresh Airline."  It's clear that both airlines understand what consumers desire.  Which consumer would turn down a company that concerns itself with what matters to the consumer?  Secondly, which consumer is opposed to something fresh, different, better?  

Take some time to examine the successful brands similar to your own.  You just might find a solution you can modify and motivate consumers beyond mere attraction.

Every entrepreneur, from startup to Whole Foods, knows you sometimes have to change direction.  Turn obstacles into opportunities.  At Oevae Marketing Consultants, we offer a way for small business owners to benefit from very specific ideas that some of the best marketing consultants in the world capitalize on.  Any growing business must figure out how to turn adversity into an advantage.  They can do this by determining what is good about the situation with the help of Oevae Marketing Consultants.

Make a brand difference.™

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Tuesday, April 8, 2014

Install Google Analytics to Improve Business Website Data

Who's looking at my website?
How do you know?  

There's hope.  

We all know how monstrous Google appears to be, but you can actually narrow your focus and improve your business with Google Analytics installed on your website.  

Ask the people who take care of your website to set up your Google Analytics account.  No worries, it's actually free and no advertising. Just make sure the people who set up and install the code on your website have some certification from Google, confirming they have the skills.  Proper installation is important if you want this to really be of benefit to your spending.

In our research, we found many companies online who were offering small businesses different ways to be found on the Internet. However, you are free to choose the suggestions of others or facts from Google for detailed information about your website.  I'm not talking about getting big data, I'm referring to you gaining a better understanding of how your customers find and interact with websites, mobile apps, social media, and more.  Analytics now includes:

  • Data on your users' demographics 
  • Age
  • Gender
  • Interests
  • Other categories
Being able to collect reliable data from your entire website and all your domains means more knowledgeable decisions and better campaign execution.

For something of this magnitude (installing Google website UA-XXXXXX tracking), you'll want to make sure the people who install your Google Analytics Tracking Code, understand how Google Analytics collects data from websites, mobile apps, and other digitally connected devices. An expert can help you add your own data, by importing it into Google Analytics from outside sources.  You can even modify the data in your Google Analytics reports to specify your goals. 

Google created this Google Analytics Academy Course called Google Analytics Platform Principles. It concentrates on learning how Google uses Collection, Configuration, Processing, and Reporting to analyze digital data to help you improve your business.

Google Analytics | Collection, Configuration, Processing, and Reporting Process

There are several videos you can watch to help you, but if you don't ask the right questions or pass the test, how good do you feel about the outcome? I'll tell you how to get someone to do it for you.  By the time you learn how to set up your account, you still need to learn how to connect the code and understand how common configuration settings can transform your data and how data is aggregated in the final stages of processing.

We can set up and install your Google Analytics account so that you receive automated reports directly from Google, showing you data you can use to improve your business.  In the end, you will be able to recognize why digital analytics tools like Google Analytics are important to implement for your business.

If you cannot finish this sentence by filling in the blanks, you need to call the experts:

"Digital analytics" is the analysis of qualitative and ___________________ data from your business and the competition to drive a ___________________ of the online experience that your ___________________ and potential customers have which translates to your desired ___________________. 

Contact Oevae Marketing consultants for answers to blanks, send email to

At Oevae Marketing Consultants, we have worked with Google marketing tools for over two decades and we received our Google Analytics certificate for completing the Analytics Academy course Google Analytics Platform Principles. Our clients call upon us for online marketing insight and creative ideas

Make a brand difference.™

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