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I think failure is nothing more than life's way of nudging you that you are off course.
Sara Blakely
Words are sacred. They deserve respect. If you get the right ones, in the right order, you can nudge the world a little.
Tom Stoppard
Eric Idle, Monty Python
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Recently we've been thinking about Nudge Theory ... a way of influencing choices to achieve a desired response. Take the approach to enrolling employees in a 401(k). Studies show you are more likely to save for retirement when you are automatically enrolled in a plan and then have to actively opt out, instead of having to opt in. You are nudged a particular way - purportedly to benefit you - based on choice architecture. Apps are even being developed to encourage a desired behavior.
How mindful are you of being nudged? How effective are you at shaping choices to achieve your objectives? You'd be surprised at what knowledge leadership + inbound marketing can do to sway someone to choose you. Just be sure to use your power for good. ;)
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Frozen White Bear Lake becomes a creative community space in February with its Art Shanty Projects. Art Shanties are inspired by ice fishing houses, and this year's themes vary widely -- from the AstroLounge where visitors deepen their knowledge of outer space, to the Chef Shanty where art and food converge. Visit more than a dozen shanties, participate in events and enjoy performances at this unique Minnesota festival. Weekends in February, 10 a.m. - 4 p.m. The weekend of February 20-21 is all-access weekend: If you have limited mobility or disabilities, people are ready to help you get on the ice and enjoy the experience.
If you go, post a picture on our Facebook page or send us a tweet, and we'll send you a reward!
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Inbound is In
 A HubSpot study found that leads obtained from inbound marketing efforts cost 62% less than leads from outbound marketing efforts. And Forbes says inbound marketing is essential in 2016.
What is inbound marketing? It's promoting a company using content like blogs, social media posts, white papers, web pages, etc. (all the things we help you create) to attract attention from qualified prospects, earn their trust and ultimately turn them into satisfied, loyal customers. High Point Creative is partnering with HubSpot this year to bring new knowledge and tools to put this marketing to work for you. Watch for the hashtag #funnelpoint as we take this journey together.
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Choose Your Words Carefully
 We love words as much as anyone, but let's cut to the chase. The use of some words is just plain unnecessary. To keep your website visitors engaged, be sure your content is full of carefully chosen, meaningful words and avoid wordiness and jargon. In a recent article by Nielsen Norman Group, the author recommends avoiding certain cringeworthy words and terms such as utilize, enables, very and end user. We agree and think that these words could be cut from all your content. What words do you find grating?
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Not Quite an Oscar, but ...
We're grateful for it! We closed 2015 with the news that we won a Gold Marcom award -- the symbol of the international competition for marketing and communications professionals. The direct mail piece showcased differences between men and women in their preventive care risk factors. We provided the content that compelled recipients to learn how they could prevent serious health issues.
Goodbye, Maiya!
After 20 years with High Point Creative, Maiya Grath left in January to start a new job at the University of Minnesota Foundation as a strategic development writer. We'll miss her creative energy, smart writing and attention to detail. Best wishes in your new adventures, Maiya!
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Phone: 651-426-4012 | Web: highpointcreative.com
Email: newsletter@highpointcreative.com
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About: For more than 25 years, High Point Creative has delivered smart creative solutions with a focus on strategic thinking, effective copywriting and flawless execution. Look to us to provide the right words for your next project.
Copyright © 2016 High Point Creative. All Rights Reserved.
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