Chapter 7 – Breathe Life

The train made its usual stop at Chi-Town. Chi-Town was the last remaining urban centre, where transforming humans dabbled in post consumerist delights like colourful French macarons and antique Balenciaga dad shoes. It was a place for fun and rest.

Daisy sat up. She was awake for the last little while finishing her sandwich and still wondering about Mr. Beaver in the hat. He was gone, probably somewhere between Life and Elevententeen. She was happy to be at Chi, she wondered if her best friend from Calgary was there, Linz. Linz worked with WestJet, a now defunct flight carrier that was sold off to Chapters, a distributor of Paradise Lost. Really, the world was so different now. The practice of social marketing has become a language in and of itself. Depending on one’s technological cognitive ability, SM could provide sustenance or increase relativity of binary disease. After all this time, survival of the fittest was still the game. Daisy’s ultimate goal was to become ultralingual as this was the only true way to cure illness. Humans don’t want to be sick. They don’t want to to dead or alive. Illnesses like depression and bi-polar mania are now coveted by animals as it gives them the ability to solve the difficult riddles that humans have not been able to unriddle over the past couple of centuries. This is why coming across a beaver or a snail was so intriguing to Daisy. She just wanted to know what they’ve found, so she herself could unlock some riddles from time to time.

As she stepped off the bus (she’s been off the train for A Day now), Daisy headed directly to the Nike chain where she would change her outfit into something more practical and beguiling. Her mind thought of lime green, neon orange polka dots and always always white eyelet lace. Animals were attracted to that fabric for some odd circumstance; they believed it to be cream buttering their dreams. Daisy picked something out then headed to the cash-in to check out. While waiting, she made her third eye blind to prevent identity theft, then headed to the bag wall to pick something out to put everything inside. Her next stop was Yoga Passage. It was time to reset and recharge. Yoga these days was literally a moment to decompress. Everything left your body as your soul lay suspended in a neon blue hue, rearranging all of your locations and transformations so you could see properly in A Day or Two. Daisy has been practicing since another life, when she was named Chona and did not finish her teacher training practice as Alice from Wonderland halted a sour pursuit of a man named Justin Patterson that would have led to a full-fledged intoxicated state if the relationship was not stopped by a major car accident. Laying in Savasana, Daisy fondly remembered that life as Chona was full of creativity and ideas that could have and should have been realized. She shut her lids and drifted off into sleep. She could see letter z’s in italicized font drift into space followed by little emoji limes and puffy digital rainbow stickers – it was the stuff of her man made adventures.

This time the mirror showed a faint reflection of silvery blue clouds.

TBC

Chapter 6 -The Train Naps

Daisy was gone for too long. She timidly arose from a nap and could feel her neck bent and sore from the left side. Rubbing it, she felt the temporary relief of coming back to Life after journeying tumultuously on the other side. The train was still moving across moist carpeted land with moss coloured greenery and trees that look like LEGO pieces. She didn’t quite understand when she transitioned back, but she was glad to be here smelling the faint stink of ham and cheese, quite possibly brie.

When you time travel you don’t require nourishment. You only need the specific ability to qualm emotions and transfer to and from sight and blindness. You don’t actually want to see the workings of Elevententeen, what’s behind there is extremely frightening. The framework is made up of spider-like grids, but when you see it, it moves and pulses like a living thing. Daisy shuddered at the mere thought of it. She quickly patted her yellow eyelet dress to ensure it was still in existence. Another way to halt the screams (screams occur when your brain computes the framework pulsing) was to enter Elevententeen with a very specific wardrobe, preferably containing bold colours, pattern and texture.

Sighing Daisy remembered what it was like in social media school to learn about plain old graphic art and design attributes. That stuff was existential now, it served no purpose. People only wanted multi-dimensional graphics, that breathed and pulsed and held meaning. I guess altering genetics in 2019 completely erased humans’ needs for new things and surprisingly technology. Technology also no longer occurred. It was too fickle and rambunctious, so nobody cared about it. It was only about Artha, Manipura and finding pure butter that could slip you back through the framework unnoticed and at a slippery pace.

Daisy shook her head fast and opened her eyes large. “I need to discern if this sandwich comes from land or the sea.” There were no humans on the train today, only empty seats and a refined beaver sipping quietly on Earl Grey. “Well, he looks. Dry relaxed, so I think this comes from the land.” The beaver heard her think and adjusted his frames while cocking his head North East. He wanted to see if he could grab the newspaper from thin air instead of having to hold it in his hands. Paper was so archaic, he thought. Daisy wasn’t sure if he noticed her. Her heart skipped a beat and stopped for a moment as he again adjusted himself out of what looked like discomfort. Inhaling a deep breath, they both fell deeply asleep.

The reflection on the mirror was blank.

TBC

The Hub Concept

The Hub Concept 

The Hub Concept is the idea of creating an effective centre of information in everything you do. In writing, that would mean following a structure where there is a core idea or topic and everything else written is related around it. This is the same notion as headers, in that the concept holds a bearing or direction which leads the reader to become absorbed and dedicated to finishing the entire structure. At VanWhistle Media, this idea was used in developing numerous client websites, including the website for a long-term client, 360 Integrative Medical Centre. Their modern facility approach focuses on providing customers with an immersive centre of services, so it made obvious sense to duplicate this concept by ensuring each component of their business was easily and readily available to website visitors following The Hub Concept structure. When used alongside the 3-click rule, The Hub Concept can decrease bounce rate and increase overall interest. We then move on to content. The question becomes – what is the best and most efficient way to keep visitors interested and to sway them to read and buy? Next topic: content marketing.

The Hub Concept can be applied to all areas of digital marketing and business! Do you have examples of this idea put to work in your office or personal space? Let’s hear about it! Stay tuned for more work-related topics which will be the focus for the new month!

MAY, LET’S DO THIS!

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HEADERS + Media Kit Prototype

I attended a BNI networking breakfast a few weeks ago and chatted with the chapter’s president at the end of the meeting. I talked about how much I loved technical writing and his eyes lit up. He too had experience writing as he was previously a writing instructor at a local college. He used one word to describe the difference between creative and technical writing – HEADINGS. It was as if we had dual light bulbs go off above our heads. We nodded and laughed simultaneously. Writing creates these sorts of connections. That is what I find so intriguing!

I prefer to use the word HEADERS, but they are essentially the same thing. Google defines a header as –

A line or block of text appearing at the top of each page of a book or document.

At VanWhistle Media we created headers for everything. Here are some examples that were used in our Media Kit prototype:

 

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Our prototype was very wordy, long and also lacked any graphic elements. However, it was well received by one client who said, “I was extremely impressed by the content and especially your work experience.” We were working on a long-term SEO contract with him and he was very interested in our presentation and writing skills. This is around the time I started to really consider the power of writing and how it could help so many of the prospective customers we were winning.

The document contains elements of direct truth, for example we state: “As a startup company, we are in the process of figuring out who we are.” This was later removed as the feedback was it reflects that you aren’t sure about your company and lack experience. In any case, there were a lot of goods and bads, but I still like the document for its stark black & white contrast and simplicity. The content was strategically refined and I added some neat black and yellow design elements to make it more powerful and succinct. For Blox. Communications, those two words keep coming up and will likely become an important part of my vision and mission statement. Soon to come!

If you’re interested in having a read and becoming a part of our editing process, here is the VanWhistle Media Media Kit prototype – MarketingPkg2019

If you have any feedback, please share! I’d love to start a conversation about your favorite headers and why they were effective!

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Digital Presence – A Business Model

The feeling in the air is that, things are different. Everyone is on their phone and as you pass by, you can see the expressions on their faces. Sometimes it’s contentment, but you’re not so sure as you wonder if contentment is a valid emotion to have based on – the rush of Likes inundating future post foresight or the powerful reflection of light mixed in with saturated hues and shameless subject matters. Are you happy because of this? That is the argument.

As marketers, we want to talk about it. We want our clients to be aware, so they can responsibly and successfully integrate these days required channels and platforms into everyday business-oriented decision-making processes. In our minds, the easiest way to understand how this can work is to follow a simple model that outlines how the most crucial channels and platforms would operate when used as part of a digital marketing strategy.

Here’s a brief idea:

The Digital Presence Business Model simplifies the function of 4 core digital marketing services. The concepts are easily understood and done, so that your work can consider a greater capacity. What we harmoniously understand makes it easy to apply these services day-to-day. Used together, the services become intact, stable and strong. Your brand’s core attributes will be refined and you will begin to see fluidity and consistency throughout your total business approach.

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The 4 core services and their core concepts are –

  1. Web Development – IDENTITY (analytical, logical, objective)
  2. Social Media Management – IMAGE (intuitive, thoughtful, subjective)
  3. Branding – CORE (central, definite, overall)
  4. Search Engine Optimization – BRAIN (forward thinking, capacity, evolution)

What are some examples you can think of how your services can relate to your company’s main concepts? I want your input! Please let me know! Talk soon!

A Brand Name

If your brand delivers quality products and/or services, creates exceptional digital exposure and aligns with your customers’ values, then viewers will begin to associate your brand with positive emotions.

Wow, this website shows their products in a sensible order / the product descriptions are detailed and personalized / this makes me think of the wool bucket hats my Grandmother used to make in every colour / I want to contact the store tomorrow to see if they have this hat in stock and so on and so forth — the buyer’s process is attentive and resolute.

Timing differs on the other side, however. In marketing sales, process and planning may not always be aligned. We need to find ways to guarantee customer conversion, but how can this be done?

Like a beautiful calico print t-shirt you wore when you were thirteen or like a rain splattered window you peered out of on your way home from piano lessons, you developed their brand in the same way you developed your thought processes growing up. Hup 2 3 4, hup 2 3 4 and so on and so forth.

For example, viewers/buyers/customers are making the same, slow connections linking their own special life experience to what they are observing in your products and/or services. They will begin to recall your name and in the long-term, will remember who you are for what you produce. Then, the name you have chosen to attach to your products and/or services will become synonymous and eventually engrained in history.

This is the importance of material and conceptual brand development — once someone is able to automatically associate your brand name with positive emotions, they will become your friend for life.