News

Does anyone else detest being duped by deceptive article titles?

Sure, there are some obviously dubious links even the most amateur internet user would be wary to click – posts with vague titles like “Banks HATE Him! See how he made $10,000 in one afternoon!” or “She Changed One Thing about Her Diet – What Happened Next Will Shock You!” But some of these articles can come across as well-meaning or informative, only to have the rug pulled out once you reach the page.

These questionable offers and unsourced articles are called ‘clickbait’ – and clickbait is one of the most frustrating things encountered as a social media consumer. I recently observed a clickbait article with a title to the effect of “7 Things I Did to Help My Child Sleep, and Why I Never Looked Back.” As a parent, I naturally gravitated toward it, thinking perhaps there were some things I have been missing in my children’s sleep routine that I could do better.

False. Out of the seven changes this person allegedly tried, she stated that only one worked – although she went to great lengths to describe the six failures before listing the solo success. I had been duped into believing there was going to be information on seven things for me to try, only to read the clear majority were disappointments – which allowed the author to not-so subtly promote her product at the end. What a waste!

This digital deception should be avoided on business blogs, professional Facebook pages, or company websites. To build solid relationships with potential customers and a positive image for your organization, it is essential to establish trust. Clients who follow your business on any social media platform expect to see truthful, valuable content emanating from your company.

Clickbait erodes trust in a company’s validity. Accurate, clear headlines build confidence and expectation. Make no mistake, you can give posts and articles fun, engaging headlines, just ensure the content behind the headline is equally as dynamic and worthwhile to your clients. Articles, posts, and even memes presented on your business’ social media, should be pertinent to readers, as these place your business in the position of authority on a product or service. Once you’ve garnered that influence, it is much simpler to stand out from the competition, as your brand becomes associated with authenticity. If your content adds value to your consumer base, it is also more likely that your platform will accrue more regular traffic, as people see real reasons to do business with you. As always, positive brand recognition is a good thing!

To sum up – avoid using clickbait as part of your marketing strategy. Build your online image through useful and credible content!

Another month, another successful issue of The Pennsylvania Lawyer magazine!

Cassidy is proud to be an integral part of the bi-monthly publication of this prestigious periodical. This issue takes an in-depth look at the life of the new Pennsylvania Bar Association president, Sharon López, as well as highlights several topics facing the legal community. From advice on attracting talented attorneys to reexamining the validity of eyewitness evidence, the articles are compelling – and the design Cassidy provided complements the weighty nature of the content.

To read the issue in it’s entirety, click here.

When Vydahl contacted us to develop their brand and build their website, the challenge was to present very complex information in an easy to grasp format. As the old saying goes, “the greatest wealth, is health.” In Vydahl’s case the greatest health care savings comes from a wealth of data.

As a leader in health information research for implementing precision medicine, the team at Vydahl crunches the numbers, finds correlations, and identifies key indicators. Their organization is determined to remove the uncertainty, ambiguity and confusion from healthcare data and provide insights and analysis to identify cost savings, best outcomes and investment opportunities. In short, they make metrics meaningful, and deliver the strategies to reach organizational goals.

Cassidy assisted The Vydahl Group by providing cutting-edge branding tools, website construction and art direction, as well as content creation and management. The innovative, highly-responsive website helps the firm build a presence in the health information management marketplace and establish a hub for their advisory services. Check out the site, vydahl.com.

Spring is upon us! Finally, the residual gloominess of winter has dispersed for another year, and we can begin to enjoy sunshine and short sleeves. There is something about the way flowers and greenery go from tiny buds to sudden bursts of vibrant color that make it seem as though nature is saying ‘wake up, it’s time to party!’

For the team at Paul’s Lawn Care, however, spring weather means the start of another season of hard work maintaining the blooming landscape of their clients. Cassidy had the pleasure of working with PLC owner Paul Reiser to launch an updated website that underscores both their commitment to perfection, and scope of their undertakings. Our [completed!] goal was to highlight the company’s unique new logo, as well as create a streamlined and user-friendly site. Cassidy also assisted PLC in website art direction and content management.

For all those lawn-lovers out there – be sure to give your yard some ‘TLC’ with PLC!

For years, Cassidy has had the privilege to design and execute each bimonthly issue of The Pennsylvania Lawyer magazine – and we still get excited every time a new edition is published! This volume features:

• “Lawyers Refusing to Quit”
• “What You Can Learn from Irate Clients”
• “Staying Vigilant to Protect Clients’ Estates.”

Also, check out articles about the Mindfulness in Meditation and Latin in Lawyering.

Constructing concrete connections

Quick, think of a time where you’ve just met someone in a business setting. You ask the standard go-to questions every person keeps in their small talk arsenal:

What’s your name? Where are you from? What do you do?

The conversation drifts here and there – maybe other people have joined it, or you’ve digressed into other topics – but at the end, after you’ve said your quick goodbye, you’re left with only fleeting memories of the original communication. Now you’re wondering, was his name Jeff or Josh? What was the name of that company he works for? Did he ever mention his title? But like sand falling through an hourglass, as the minutes pass your recall swiftly trickles away, and becomes increasingly murky.

This is where the power of business cards still holds a dominant hand. Where human memory can fail, a business card exchange allows us to have a tangible record of who we have come into contact with in the business world. While many would argue that our digital means of communication today are much swifter, it has been proven that there is no substitute for good old-fashioned personal interaction. And let’s face it, no one can deny it is so much easier (and more professional!) to hand over a business card, than to have a potential client spell out their email address/phone number while you frantically type it into your phone.

We all know that great first impressions are the cornerstone to building superior business relationships. Thus, while technology has certainly enhanced our interpersonal communications, it has not erased the need for face-to-face, professional interactions – and business cards are the perfect finishing touch. They allow possible customers or investors to put a face to a brand, long after you have gone your separate ways. It has also been determined that the information on creative business cards is more likely to be remembered and ultimately passed on, than descriptions punched into our laptops or mobile phones. With how easily portable and accessible business cards are, you would be crazy not to have a few on hand, no matter where you go – just in case!

To sum up, business cards are still important because:

• They succeed where our short term memory fails
• They add a professional touch to first impressions
• They save time in disseminating contact information
• They keep the name of a specific brand at the forefront of the mind

 

Recently, Cassidy had the privilege of designing business cards for Intellis. They provide the solutions and services that hospitals and healthcare systems need to modernize inpatient revenue cycle management and optimize reimbursements.

Check them out here!