5 Keys to a Simple Design Update

5 Keys to a Simple Design Update

The United States Open Tennis Championships is a professional tennis tournament that takes place in New York City around Labor Day each summer.

The US Open draws fans from around the world to watch players like Roger Federer, Rafael Nadal, and Serena Williams compete. The 2019 US Open set an all-time attendance record with 737,872 fans coming to the National Tennis Center, with the largest stadium (Arthur Ashe) selling out 23 of 24 sessions.

In 2018, the United States Tennis Association announced it was introducing a new logo for the tournament. This featured a speeding tennis ball with an updated font while dispensing with several elements of the old logo. The previous icon (a flaming ball with a red swoosh) was a dated image that presented challenges in digital media and failed to represent the US Open as a premium sporting brand.

By keeping elements of the original logo, the USTA was able to redesign in a way that captured the excitement and movement of their world-class event. The entire Tennis Center (including grounds, merchandise, and courts) received a surge of energy as the logo came to life at the tournament.

How to Overcome Frumpy Designs

Are your designs starting to fade with age?

After many years in business, your branding may not feel as contemporary as it should. Your 1990’s neon-colored bubble letters could certainly use a fresh take, or maybe your mascot (or your photos) look like they need plastic surgery. Some companies may require a total design overhaul, while others need to freshen up a logo, a catalog, or point of purchase display.

No matter the scope of your project, here are five steps to guide you through graphic re-designs:

1. Start with the focal point

Decide what it is you want viewers to see first.

Unless you have a very symmetrical, consistent design, be sure your focal point leaps out by providing strong contrasts in font size, color, typeface, etc.

2. Organize information into logical groupings

If items are related to each other, group them into closer proximity (like a title with a subtitle or an address with a phone number).

The most important groupings should be the focal point of the page. Create generous visual space between the focal point groupings and less prominent pairings.

3. Build and maintain strong alignments

If you see a strong edge (such as a photograph or vertical line), strengthen this edge by aligning it with other texts or objects within the design.

4. Create repetition

Brainstorm ways that specific colors, symbols, or fonts can be repeated in a design.

In multi-page pieces (like a brochure), create connection through the repetition of bold typeface, spatial arrangements, or unique bullet or list icons. In a simple logo, repetition can be used by highlighting key letters or adding shadows or overlaid shapes for depth.

5. Use bold contrasts

Contrast is everything because the eye is irresistibly attracted to distinct differences.

For example: if all your elements are bold and flashy, nothing will stand out. Contrast a logo with a graphic, a bold typeface with a script font, a dark sidebar with a white text box, or a rigid graphic with a free-flowing tagline.

A Visual Identity That Better Carries Your Brand

When announcing its logo update, the USTA said the new design “better captures and expresses the dynamism of the US Open,” with a visual identity that will confidently carry the tournament forward in years to come.

What about your image? By refreshing your look in five simple steps, you can transform your look from one that drags to one that excites!

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The Ultimate Sizing and Concept Guide for Your Next Flyer or Brochure

The Ultimate Sizing and Concept Guide for Your Next Flyer or Brochure

Want to generate interest or keep the conversation going with your most promising leads?

Brochures and flyers are two of the easiest ways to generate the momentum you need. But what appears to be a straightforward design can sometimes be more complicated. After all, isn’t a flyer the same thing as a brochure? Is there a substantial price difference? And when would it be best to distribute a brochure instead of a flyer?

From folds to sizing, to finishes, finding the right promotional piece can be a little trickier than it first appears. Here are a few design basics to shape a print piece that does exactly what you need.

Flyers

A flyer is usually a single, unfolded print piece used to draw attention.

Flyers can quickly convey small bursts of information and are great for highlighting sales, new locations, upcoming events, or coupons. Because they are easy to print, flyers can contain very targeted, time-bound information, or messages that are specific to a particular audience, neighborhood, etc.

Standard flyer sizes typically fall into these categories:

  • Letter size: 8.5” x 11” or A4: 8.3” x 11.7”
  • A5: 8.3” x 5.8”
  • A6: 5.8” x 4.1”
  • DL (dimension lengthwise): 8.3” x 3.9” or one-third of A4

Because flyers are meant to grab attention, they should be colorful, easy to read, and contain a clear call to action. Whether you distribute them on car windows or through the mail, flyers an effective tool for at-a-glance marketing. Need inspiration? Here are 100 stellar flyer examples to get you started!

Brochures

The main difference between a flyer and brochure is this: a fold.

While brochures can also be straightforward and simple, brochures use strategic content panels to guide the reader through the piece. Brochure layouts are limitless (and lots of fun, too!), but here are several commonly used fold types:

  • Tri-fold
  • Half-fold
  • Gatefold
  • Double gatefold
  • Parallel fold
  • Z-fold
  • Accordion fold
  • Roll fold

Because the paper quality and content of brochures are typically richer, brochures are best used for dates and details that don’t expire quickly.

Brochures can be distributed to qualified leads, to showcase products on the floor, and to help customers make purchasing decisions. Because brochures give a more comprehensive scale of information, they are seen as trustworthy, credible, and worth reading. They are also (typically) more expensive.

Where Do I Begin?

When designing a flyer, brochure, or even a sell sheet, remember that the product’s purpose should determine the size or format you select.

Ask yourself,

“Do I want to share multiple images or one basic message?”

Or:

“Where does this print piece strategically fit in terms of my sales funnel?”

Starting with the size and content in focus will lead you to the best size, shape, and material for your next work of art!

Want to chat more? We’re happy to share samples, give estimates, or take the lead with our full-service graphic design specialists. Give us a call to talk options!

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5 Ways to Make Your Newsletters Shine

5 Ways to Make Your Newsletters Shine

What’s so great about vacation? It’s a chance to cut loose and take a break from the ordinary!

But vacation just wouldn’t be as fun if it wasn’t anchored to the sense of consistent routine in our lives. In order to vacate, you have to have a place or a routine to break AWAY from.

A Foundation to Build From

The same is true in design.

To have the freedom to challenge the norm, some type of coherent foundation must first be established. This is particularly true in multi-page publications like newsletters. One of the most important features of multi-page publications is consistency. So, before you go rogue in design, first you need to ensure each page looks like it belongs to the whole.

How can you create this sense of cohesion? With repeating colors, icons, fonts, bulleted lists that repeat a formatting style, matching pull-out quotes, and more.

Here are five strategies for organizing your next newsletter so you compel viewers to read and respond:

1. Avoid a different typeface or formatting arrangement for every article.

Instead, create a strong, consistent structure throughout the pages and add flair with boxed photos, pull-out quotes, or just ONE free-flowing graphic per page.

2. Make headlines clear and bold.

Most people skim newsletters, so headline text should be straightforward and easy to read. Use leading questions or creative subheadings to build suspense and entice the viewer to read more.

3. Keep alignment consistent.

To build an organized page, choose an alignment and stick with it.

If everything is left-aligned, photos should be cropped to this sharp margin as well.

Does this mean you can’t ever break the rules of the system you’ve created? No! A firm set of columns actually creates MORE space to break out of the grid. But when you do this, do it with gusto! Items that are just a smidge out of the normal alignment will look like a mistake.

4. Avoid Helvetica and Arial

If your newsletter seems drab, juice it up with heavy sans serif typefaces that create a strong visual hierarchy.

Often people default to Helvetica or Arial, but these just aren’t bold enough to create a strong contrast. Instead, invest in a sans serif family that includes a heavy bold version as well as a light subheading complement (such as Eurostile, Formata, Syntax, Frutiger, or Myriad). You’ll be amazed at the difference this contrast makes.

5. Create a Compelling Call to Action

Printed newsletters are a great way to build goodwill and reinforce brand awareness, but at the end of the day, you want readers to take action.

When scripting your text, ask yourself, “if the reader was going to act on the content in this newsletter, what would I want them to DO?” Brainstorm many call-to-action phrases and places they can be used in your design, and make this journey easy for the eyes to follow.

Ideally, there should be a call to action on each page with one very prominent “next step” CTA near the end of your piece. Here are handful examples:

  • Subscribe Now!
  • Sign Me Up!
  • Activate _____ Today!
  • Find Out How!
  • Claim Your Discount!
  • Try it Yourself!
  • Schedule (or Book) __________!
  • Register Now!
  • Call for a Free Estimate!

Make Them Look Forward to Your Next Newsletter

Time is a precious commodity, and the moments people invest in reading your newsletter are important.

To make the most of this unique privilege, build a strong design grid with a few spectacular deviations. Create visually engaging publications with helpful takeaways, and your newsletters will be something your audience looks forward to reading!

We can create and print any newsletter for you!

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Simple and Impressive Print Techniques to Strengthen Your Marketing Materials

Individual design elements are the building blocks of today’s best marketing pieces, and with today’s technology, almost anything is possible when it comes to print.

Print products can vary in texture, color, shape, and finish, bringing a staying power that allows your company to shine strong among competitors.

Step Up Your Game with Memorable, Inspiring Print Promos

Here are five simple and impressive print techniques that can drastically improve the appearance of your materials.

1. Cut it Out

Whether it’s brochures, business cards, or door hangers, printed pieces aren’t limited to square or rectangular shapes.

Consider reshaping your invitation to match your logo, or creating a custom label in the shape of your most popular product. For brochures or folders, you can add custom-shaped pockets, a peek-through window, or die cuts that accentuate the featured product.

2. Add Texture

While embossing was originally known for its use in personalized stationery, today raised elements can be used in envelope flaps, business cards, hang tags, and more.

Embossing elevates your design from the background, providing a raised, textured effect. It can be used to create geometric patterns, add borders, or add a custom seal to product packaging.

3. Be Blunt

Adding contrast is one of the most effective ways to add spark to your print piece.

Contrast helps organize your design and establish a hierarchy, guiding viewers to the most important parts of your design.

Add contrast by mixing dark and light colors (like white fonts on deep, rich backgrounds), by using opposite hues in close proximity, or by mixing organic, fluid shapes with angled, geometric elements.

Contrast texture in your font pairings, graphic sizing, or in disrupted patterns like these.

4. Go Retro

Though the eye loves symmetry, the heart connects with the imperfect.

From scary scars to burned edging, imperfections in design can humanize your creations and strengthen the bond between a brand and its user.

Add retro elements by making things look dirty or ragged. Degrade pristine images with vintage photo filters, add blur or gradients to your designs, or add artifact images that scream authenticity.

5. Finish Well

Like dolloping whipped cream on your pie, adding a stock coating in your designs can bring a delicious finishing touch.

In addition to providing extra protection to your marketing materials, coatings can draw attention to key elements by adding texture and shine. Add sophistication with a glossy UV coating, shimmer with pearlescent glitter coatings, accents with spot varnishes, or coarse texture with grit coatings.

Coatings add class and show that you approach business with pride, which can make customers more comfortable working with you.

Create a Timeless Treasure

While new trends take shape every day, you can make a modern design statement with existing techniques that give your print materials a sleek twist. Great designs mix the old and the new to create timeless print pieces your clients will love.

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4 Ways to Maximize Impact with Pictures

They say a picture paints a thousand words, but pictures go beyond just that. Sometimes they force an emotional response.

Consider the Snake Campaign from Playland, an amusement park in Vancouver.

This print ad features a horrified man on a background split between two scenes: on the left, a jungle landscape, on the right, an outdoor amusement park.

In front of the amusement park scene, the man clutches the handle of his roller coaster safety bar as he seems to be hurtling from a high drop on the ride. In front of the jungle scene, the man’s hand is nearly clutching an enormous snake that has slithered itself over his neck and waist. The snake and safety bar are precisely symmetrical, harnessing the man in for a ride he wishes he hadn’t taken, while playing on people’s nightmarish aversion to snakes.

The message? Playland is a place to scream yourself silly: “Fear Made Fun.”

For the Love of Imagery

People like pictures. A lot.

Why? For one thing, pictures help our brains process and retain information.

According to John Medina, author of Brain Rules, people can often remember more than 2,500 pictures with at least 90 percent accuracy several days after seeing them. When comparing pictures to oral presentations, researchers found that people listening to an oral presentation could only recall around 10 percent of the details. But when an image was added, recall rose to 65 percent!

The brain also processes images faster than any other form of communication. A team of neuroscientists from MIT found that the human brain can process entire images that the eye sees for as little as 13 milliseconds.  So whether you’re writing a report, brainstorming ads, or creating handouts for a seminar, be sure to prioritize pictures!

Bring Your Content to Life with Pictures

Here are several ways to incorporate images in your next project:

Show, Don’t Tell

Since pictures are so efficient, an image almost always exceeds an explanation.

A diagram of a machine, a blueprint of a building, or a map of your facility will do much better conveying a concept than paragraphs of text.

Overlay Text

An image can be a great way to introduce a chapter or a section of your presentation.

To add clarity, try placing text on top of an image (like a magazine cover, which features a signature photo with overlaid text) to create a nice header. Many online editor tools exist to help you with this, or even basic tutorials from Photoshop.

Color Code

Since colors are a form of imaging, using color coding in brochures, catalogs, or store displays can help viewers make sense of your information.

Color-code sections of a binder with predominantly red images in one section and green in another section to delineate subjects. Color code inventory or training manuals to keep people and products organized, or use colors to organize workflow boards to convey urgent tasks versus those that are on-going.

Turn Bullet Points Into Icons

Looking to spice up a flyer or brochure?

Lots of text is distracting to an audience. Instead, try replacing bullet points with a photo or icon that represents the message you want to share. A yellow triangle with an exclamation point works for highlighting caution areas. A speedometer can be used for acceleration. A bulls-eye can be used for sales targets. Be creative and have fun with icons!

Like any campaign, consistency in tone and photo content will naturally boost the message you bring. Adding thoughtful, seamless photography can help you maximize the impact, clarity, and beauty of each piece you produce.

We love pictures, we love design, and we can help you to use perfect stunning pictures in your marketing campaign.

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Best of Script Fonts: 3 User Tips and 12 Fan Favorites

Fonts are fun, and today many spectacular fonts are just a few clicks away.

But, it can be tricky to use decorative fonts well, especially script (or cursive style lettering) fonts. Script fonts can be challenging to read, size, or space, so frequently designers shy away from using them at all.

Have no fear!

Script fonts are beautiful typefaces that can appear elegant, informal, or even downright playful. These decorative delights can be managed well with three basic tips:

1. Read Between the Lines

When using a script font, pay attention to the design elements between individual characters.

If a script font looks crowded (or too condensed), you can adjust the font kerning. This will give the eye more breathing room by adding spacing between each letter. But if you adjust the tracking, you may disrupt the flow or connection between letters. If you loosen your kerning, be sure to double-check that each letter is still correctly flowing to the next.

2. Be a Minimalist

Many script fonts have exaggerated ascenders or descenders (letters that go above or below the main text line) which may require greater space between lines.

Typically, script fonts are best when used for one line only (like a quote or a tagline). If you do need to create space between lines, adjust the leading of your font to make it more reader-friendly.

Since the priority of your text is readability, script fonts should be used sparingly. They are best used for headers or call-outs, and a good rule of thumb is to use them for script sections that are seven words or less.

3. Be Distinct

The purpose of script fonts is to add a personal, handmade feel to your message.

When you use an overly formal font, it can come across as snobbish or condescending. Instead, go for script fonts with a more personal feel (like your best friend’s handwriting).

While some cursive fonts can be unprofessional, some of the best fonts are those that aren’t too calligraphic or too casual. Look for something right in between that makes your reader feel right at home!

Need some suggestions? Here are 12 fan favorites for fonts, many of which are FREE:

  • Alex Brush
  • Pacifico
  • Great Vibes
  • Lobster
  • Allura
  • Grand Hotel
  • Windsong
  • Black Jack
  • Arizona
  • Euphoria Script
  • Italianno
  • Qwigley

Want to view a few script fonts in action? Here are 35 script fonts on display for your enjoyment!

Looking to bring more warmth or friendliness to your message? Script fonts are a beautiful way to add authenticity and humanity to your visual brand, but they do come with unique design challenges. Keeping these tips in mind will help you use the script and cursive lettering in a way that brings a simple, sophisticated touch.

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Use Themed Calendars as a Strategic Marketing Asset

In a digital world cluttered with text messages, pop-up ads, and spam, sometimes paper products hit the sweet spot when it comes to organization.

As the end of the year approaches, client and employee gifts may be on your to-do list. Themed calendars are a clever marketing asset that can serve as a unique token of gratitude.

Calendars are practical for everyone, offering branded staying power while conveying your business goals in a way that’s customized to the interests of your audience.

Looking for a few creative ideas? Here are three strategies to capture unique calendar themes.

1. Identify Your Goals.

Each company has its own high-profile days.

Whether you run a real estate company, a chiropractic clinic, or a financial consulting firm, there is a calendar theme that can be tailored to your needs. Start your design by identifying your goals. Do you want to generate more end-of-year orders? Keep employees on track for milestone deadlines? Sell more gym memberships?

Specify concrete goals you want to achieve and tie them to graphics or promotional themes that will build momentum for your business.

2. Schedule Your Promotions.

Did you know one of the busiest days for Papa Murphy’s Take-and-Bake pizzas is Valentine’s Day?

Each year on February 14, the company generates tons of sales from heart-shaped pizzas and s’ more dessert delights. The key? Combining deliberate calendar planning with irresistible product promotions.

Every business has crazy seasons and slow seasons, and planning ahead can provide strategic opportunity to offset these challenges. Do you traditionally see a slump or spike in your business during critical months? Call these out in your calendar by placing special promotions in the calendar, or prepping team members with personalized perks or reminders within your calendar design.

Whether it’s the biggest sales day for local bakeries or the top period when shipping companies miss their delivery guarantees, highlighting seasonal trends can set you up for success.

3. Combine Calendars with Loyalty Incentives.

Rewards programs, freebies, and giveaways always make customers feel special.

Did you know eight out of 10 U.S. consumers own at least one giveaway item, and 60 percent of people who receive a promotional gift keep it for up to two years? Consider coordinating your calendars with themed swag or surprise incentives to keep loyalty levels high while generating significant growth.

According to the 2018 Trust Barometer report, over time, returning clients spend 67% more than new customers. Research estimates that a 5% increase in customer retention can increase a company’s profitability by 75%!

365 Days of Exposure

Calendars come in many formats: desktop, magnet, peel and stick, or even posters.

Want to find just the right product for your needs? From triangular desk calendars to transparent covers, we are happy to help you design the perfect promotional calendar. Keep your audience engaged with 365 days of exposure for your business!

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5 Smart Strategies for Fantastic Font Selection

5 Smart Strategies for Fantastic Font Selection

Want to win in print? Let’s talk text.

While fonts are a crucial part of one’s design, often fonts are given merely a passing thought. However, good typography expresses personality, increases readability, and displays professionalism, ensuring your print ad delivers the right message in just the right tone.

Fonts can mark a clear difference between a piece that is awkward and amateur versus one that is sleek and professional. Don’t fast-forward through this crucial element in your project design!

Increase the Impact of Your Print Piece with the Right Font

Here are five things marketers should take into consideration when choosing the right font.

1. Readability

The most critical factor in font selection is readability.

If people struggle to read your text, they’ll probably pass on your business. Remember, script or decorative fonts are usually more challenging to read, especially in large blocks. Increasing font size and spacing between lines increases readability, whether you use simple or decorative fonts. If you aren’t sure of the best format, try several drafts and poll friends to get an objective viewpoint.

2. Instant Impact

Design, including fonts, is key to a consumer’s brand assessment.

Did you know that 72% of consumers say packaging design definitively influences their purchases? Using multiple fonts can enhance your message and captivate consumers, but don’t get carried away.

Choose fonts that compliment rather than compete with each other. Try a decorative font for a logo and a traditional font for the body copy. Or try a large, bold headline with a subtle script tagline. Logo fonts should act as an accent piece to reflect your company’s personality but use these fonts sparingly in other copy.

3. Emotional Connection

The height, curves, or angles of lines can resonate with consumers in ways you might not expect.

Take the New York Times, for example. This media giant has tried several times since 2003 to change its font and modernize its image. Each time, the paper received backlash from readers who felt upended at the deviation from what they had known and loved.

Over time, your font can become as much a part of your brand as your tagline or logo. Make an enduring, sustainable choice, and you may be surprised how it takes on a life of its own!

4. Target Demographic

To really hit home, remember your font should immediately click with your target audience.

For example, a stodgy, narrow font may work well for a cigar box but would seem clumsy for a children’s playground carnival. When beginning a project, ask yourself, “where and how will consumers read this information?” Aim for the customer, and you’ll find greater success.

5. Brand Goals

What is the overall image you want to project? Fun and playful or sleek and simple?

If you’re looking for something traditional, formal, or elegant, a serif font is usually best. If you’re aiming for a modern, sharp, or minimalist look, try sans-serifs.

From Font to Fantastic

Fonts choices have a subconscious impact on how customers process and receive your message.

Push yourself to think contextually when it comes to fonts, seeking out those that will best connect to the culture, age, or the location of people you are trying to reach. Carefully attending to these details can make a difference that lasts for decades!

Remember, people buy with their eyes, so your promotion needs to catch attention. Need ideas?

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How to Effectively Guide Your Customers Through the Journey of Decision

How to Effectively Guide Your Customers Through the Journey of Decision

Do you want to be more intentional and effective in your marketing?

Maybe it’s time to refocus on the journey you want customers to take. As a map is to a road trip, a sales funnel can serve as a guide for your prospects.

Sales are more than just transactions; they involve several stages of decision. Push too hard, and people run. Keep it too casual, and they delay. What is the ideal balance? Creating a sales funnel (or a content path for prospects to follow) can engage people every step of the way.

People can’t buy from you if they don’t know you exist, and they won’t buy from you if they don’t trust you.

Here are five stages to consider as you seek to move them from a posture of spectating to the point of final sale.

1. Awareness

In this step, prospects learn about your existence.

Just like dating, before you can introduce yourself to someone, you need to catch their eye. As you consider this stage of communication, ask yourself, “what will drive traffic in our direction? What will spark curiosity or attract interest?” Combining excellent print and digital marketing will put a memorable face on your business.

2. Interest

Now that you’ve got their attention, be sure to keep it!

Here, prospects move beyond general awareness to intentional engagement. Ask yourself “what will engage them enough that they won’t drift away?” Seek to grow a top-of-mind presence while you showcase your skills and build their trust.

3. Consideration

Beyond just flirting, now two parties consider a match.

Your prospect evaluates your product or services, and you work hard to gain their commitment. Ask yourself, “what information do they need to make a decision?” Identify what is holding them back and outline unique selling points or benefits.

4. Action

Now it’s time for the big ask.

What irresistible offer or personal touch can you use to tip them toward action? Use incentives, bonus products, or hints of urgency to close the sale.

5. Retention

Did you know that the probability of selling to a new customer is 5-20 percent, while the chances of selling to an existing customer are estimated at 60-70 percent?

Perhaps the most essential part of your funnel is convincing current customers to keep coming back! After closing the deal ask yourself, “what messages of gratitude or additional incentives can I offer? How can I invite feedback, involve customers in an on-going conversation, or upsell the clients I already have?” The best part of a working funnel is turning one purchase into 10, or 10 sales into 100.

Begin with the End in Mind

To build a successful funnel, you need to start at the bottom. What is your ideal outcome? Define how many subscribers you want or how many products you hope to sell. Quantify the goal, then work backward to plan your marketing. Here’s one example:

The Apple Blossom boutique noticed that when they sent a printed direct mail teaser, about 20% of recipients visited a specific Apple Blossom URL that was created as an online landing page. Of these online visitors, 10% of browsers made a purchase. Using this data, Apple Blossom started at the bottom of the funnel to work backward for their marketing goals. The boutique wanted to make 100 sales for its spring promotion. If 10% of URL visitors would ultimately purchase, Apple Blossom knew they needed to bring around 1,000 people to this online landing page. If only 20% of direct mail recipients would visit them online, the boutique needed to send printed mail teasers to 5,000 individuals.

The Backbone of Customer Relationships

Sales funnels are the backbone of your customer relationships, helping you focus on the right customers and honing these relationships for maximum potential.

Offer people value at every stage and customers will put their trust in you with their wallets and their loyalty.

We are sure that you know how to make your marketing and how to make your customers happy. And we always know how to help you to make perfect printing.

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Selling Yourself Without Selling Out

Selling Yourself Without Selling Out

Lisa Price describes herself as “the accidental entrepreneur.”

She got her start in her mother’s Brooklyn kitchen, creating body butter and selling it at the flea market at her mother’s church. Customers would stop by, smell a few things, and ask one inevitable question: “Do you have anything for hair?”

Price made this her top priority and never looked back. “Carol’s Daughter,” Price’s ridiculously popular natural hair care and beauty brand, eventually became a multimillion-dollar business that sold to L’Oreal in 2014. Price says the ability to spot innovation, create something, and sell herself have been several keys to her success.

Negotiating Well and Staying True to Yourself

How do you sell yourself without selling out?

Price was committed to finding healthy ways for African-American women to care for their hair. She stayed true to this mission (though her customer base eventually included Caucasian women as well). While touting natural products in place of highly popular chemical relaxers used in salons, Price presented herself as a simple girl with simple solutions.

Her product popularity coincided with stints on the Home Shopping Network and the rise of YouTube. Price could offer product demos, educate young women looking for solutions, and bring affordable alternatives to young markets. In 2009, “Good Hair” (a documentary produced and narrated by Chris Rock) showed a can of Coca-Cola dissolving in a chemical relaxer, and momentum spiked: women using relaxers in their hair dropped from 89 percent to 36 percent in just two years.

“The Internet makes everything democratic,” said Price. “Larger companies got left behind.”

Along the way, Price grew comfortable negotiating for her company and fighting for herself without folding under pressure.

Want to emulate her experience?

While you may not feel very powerful before signing a new deal, career coaches say you have the greatest negotiating power during the short time between being offered a job (or a contract) and formally agreeing to take it.

Negotiating in these situations can increase your earning potential and ensure you’re properly compensated both now and in the future. So prepare well before coming to the table! This may include researching market averages, calculating your value (or your product value), and preparing your talking points in advance (i.e., years of experience, sales goals achieved, or unique benefits your product can bring).

Rehearsing with a friend, asking for more than your target number, and communicating with confidence can bring significant gains when you sit down to negotiate. And don’t worry about offending. Forty-three percent of job recruiters say it doesn’t impact their view of a candidate if one negotiates for salary, and 19 percent said it has a positive impact.

Price shared her advice for when an acquisition or initial salary offer isn’t right. Her script went something like this:

“I appreciate everything about this deal and am so excited, but if I have to live with this particular offer, it might be hard for me to be fully there and present. I don’t want to be distracted and thinking about other opportunities, so . . . ” Here, Price would lean in, give a specific ask, and let the chips fall. (It worked; she got more money.) When it came time to sell her company in 2014, Price said that outside of her marriage and children, this was the proudest moment of her life.

Negotiating is incredibly important because when you stand up for yourself, you tap into your skills to ask for more. This ultimately sends a message that you deserve it – which means you’re more likely to receive that request!

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