Messaging and Design Bring Clarity to The Claro Group’s Brand

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The Claro Group emerged from a former Big Four accounting firm as a major international provider of economic and financial consulting services. Claro clients are law firms, governments, institutional investors and corporations in major litigation, antitrust disputes, and large-scale insurance challenges. Read more here.

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Smart Email Earns Attention, Consideration and Preference

By Joe Walsh
July 7, 2015
Smart Email Earns Attention, Consideration and Preference

You can sum up the role of any marketing communications with the three words above. You want to earn attention, consideration and preference for your offering. If you can accomplish the first three in a four step dance, then you have a chance to get chosen. Too often, with email, our inboxes our filled with items that are easy to ignore. The result is a quick hit of the delete button. That is, consideration and preference are cut off at the pass because attention is unearned.

This email from the Boulder Convention and Visitors Bureau is the opposite. The headline delights, the image persuades and the call to action delivers a real benefit. Nice.