What is Resonation?

Well, apart from giving me the excuse to use my resonator guitar (do you see?) to recreate the picture from the cover of the iconic Dire Straits album Brothers In Arms, it’s what I feel I do best – create compelling communications that invite the reader to go much further than simply consuming information.  With a degree in Marketing and over 20 years’ experience in the field, here’s how I can add resonation to your company’s communications:

Analysis – Understanding your customers’ behaviour types by interrogating the data you hold on them.  Greater understanding of your customers leads to a better, more productive relationship with them – and fewer missed opportunities for you.

Examples:  I’m afraid I can’t point to any live examples of analysis work I’ve done for reasons of confidentiality but I would be interested principally in your ratio of business that comes from acquired to retained customers, the regularity of your repeat custom and the attrition of your first-time customers over time.  I can also analyse geographically and on almost any particular axis you happen to hold sufficient data.

Copywriting – As Albus Dumbledore once said, “words are, in my not so humble opinion, an almost inexhaustible source of magic – capable of inflicting injury and remedying it”. Okay, it was JK Rowling but her point is well made: writing is not just a basic means of transmitting information, it can also be a way to convey emotion.  If you are trying to compel your customers to taking a particular action, doesn’t it make sense to appeal to their hearts as well as their heads?

Examples:  From March 2017, I began to write a column in the Equestrian Trade News, a monthly trade title.  I’ve also done some freelance blog-writing for Cleansing Service Group (CSG).  In addition, here’s a link to all the Robinsons blogposts I wrote (that survive).    For more examples of my writing capability, have a look at my own blog.

Photography – I would only ever claim to be a keen amateur photographer but one advantage I have over most professionals is that I have commissioned enough photography to know what’s required – or at least to be able to discuss the options before anyone even picks up a camera.  I understand the rules of composition and I’m experienced in working a particular type of shot into a page design.  Above all, I appreciate that commercial design isn’t art in the truest sense and offers no room for ego-driven creative tantrums that I’ve occasionally experienced with ‘professional’ photographers.

Examples:  Again, I have a section on these pages which highlights a selection of my photography.  If you want to see more, then head over to my Flickr page for thousands of pictures that I’ve taken and uploaded.

If you’ve ever sat for at least five minutes in any sort of marketing seminar, you will probably have heard of AIDA – not the opera but the acronym: “Awareness, Interest, Desire, Action”.  In other words, if you want people to do something (usually, it’s ‘buy your product’), they need to know it exists, understand what it does and then want one.

Every week, you’ll hear or read something in which one cause or another is in the media in an attempt to “raise awareness”.  I’m not saying awareness isn’t important but it isn’t everything.  There are plenty of ways to build Awareness but her sisters Interest and Desire are too-often overlooked, or it’s just assumed that the obvious qualities of the product will just magically bring about the purchase action.  Anyone who’s ever tried to sell anything face-to-face would beg to differ with that!

If any of the above sounds uncomfortably familiar, maybe I can help.  Not only can I write selling copy that’s error-free, clear and emotive, I ensure it adheres to the science of marketing; teaser, direct address, proposition, USP, comparison, call to action etc.  Not everyone thinks of writing selling copy as a science but there’s far more to it than nice-sounding “fluff”.

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If you’re intrigued, why not get in touch and we’ll see what we can do together?  I’ve sat on your side of the desk and I know what your concerns will be.  I know you’ll be worried about paying a fortune and expecting a whole load of fluffy “concept” without any hint of cold, hard facts to show you whether or not it was money well spent.  You should be bothered about that – I always used to be.  I’m sure you’ll be surprised at how inexpensive and demonstrably effective a bit of resonation can be for you.

I dare you…

Paul 🙂

Email:   paul@resonation.biz

Mobile:   07387 108383