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All posts by Patrick Sesko

Three Steps to Turn Your Website Into a Lead Generating Machine

By Patrick Sesko

Guest post by Monica Crowe

You want to tell the world about your business. Your website home page is full of the important facts people need to know, and other pages on the site are just as detailed. But, somehow, your website rarely results in phone calls or e-mails from new leads.

As a copywriter, this is a common complaint I hear from new clients and business acquaintances. As long as you know your audience (and their hot-button needs), and can articulate them in writing, you’re all set. You have one foot on the path to getting regular leads and sales from your website. Best of all, it only takes a couple of simple adjustments to make it happen.

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Designing for Budget

By Patrick Sesko

As a designer, I am often wanting to use alternative methods for printing, or special papers, inks, or die cuts for a particular project. Early in my career, I would design to my heart’s content only to discover that after the fact, the client didn’t budget for such a piece. So I would have to go back and retool the design to fit the print and production specifications to fall in line with their budget. This not only applies to Print. It can apply to new media depending on what technology is used to deliver your content. Either way, it is a mistake that I don’t make any more.

The reason I don’t make that mistake anymore is that I always ask what the client’s budget is. Most of the time they tell me outright. Sometimes, I get the feeling that some clients think that I am trying to squeeze additional money out of them, but the reality is that I need to know the budget in order to move forward with any kind of success. Much like any other significant purchase you make in this world, you tend to budget for it—even informally. For instance, when you go to buy a new or used car, you know how much money you have to put down—and you know how much money you can afford for monthly payments. After you do the math, you are left with what your budget is. The same goes for house shopping, etc., and the same should go for any business purchase you make—including your brand identity and any marketing collateral.

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