You have a site, but is it the right site?

A client came to me a while back and wanted me to critique his site, and possibly redesign it. One look at it, and I could immediately understand why. Here's a shot of the old version from Google's cache, as it's now been taken down.

Note the clunky user interface. The menu system is mass of all capital letters, center justified and three lines tall. What's more, content was buried 1,000 pixels below the fold on even today's sized HD monitors. And the gargantuan logo as well as the goofy animation in the upper right corner simply had to go.

It was simply too hard for potential clients to find the information they were looking for.

*****

Contrast this site with the smart design below developed by Macris Direct.

As you can see from the second picture, the site was completely redesigned, editing out the extraneous content, and dramatically simplifying and organizing the user interface. The animated gif was swapped out for an elegant flat image portraying his tagline against the same shot that was in the upper left of the old site. Again, we kept much of the same content, but with different organization and flow.

Now, instead of nearly a dozen confusing and unattractive text links for the client's questionnaires, we have a neatly organized CSS menu that drops down.

And within each sub section, there is a sub menu in the left column to easily navigate without having to access the main menu. Your current location in the submenu is shown in bold.

Conclusion: Like a suit of clothes, if your website is unkempt, or worse, smells really bad, what's that saying about your product or service? To see the site above, visit protectingcareers.com.

And for more information on Macris Direct, visit macrisdirect.com or facebook.com/macrisdirect

Ideas for great causes. Macris Direct gives back.

In my 15 years of creative leadership experience, my absolute favorite days are those when there's a huge challenge ahead of us. Brainstorming crazy-good ideas are what gets me going in the morning. That, and a steaming pot of Sumatra.

So, in an effort to give something back to the community... and to get me excited about helping people with what I do best, I'm offering my ThinkTrain idea generation session completely free to the most worthy causes. That's a $995 value for zip. Nada. Three hours of creative nirvana to get you out of your rut, and into great ideas that move your organization forward.

Businesses, churches, little leagues, book clubs, non-profits... I don't care who you are. Do you have a challenge that's keeping you up at night? Do you want a fresh perspective and an idea coach that can pull great ideas out of your staff?

Then email me your story.

I'll select one interesting challenge each month. We'll gather around the conference room table... nibble on a huge bowl of chocolate... swig some java... and get down to solving your challenges with some crazy good ideas. Not to mention, having a ton of fun all along the way.

And if you don't get selected, don't worry. You can always buy a ThinkTrain session. In fact, right now, it's $250 off.

So let's hear it folks. What are your challenges?

Andrew Macris is a 15-year veteran in the conceptual business, having served as creative director at top direct marketing and web marketing agencies for the past ten. He is owner of Macris Direct, a new media direct marketing company. He can be reached at 904-327-0590 or by emailing him at andrew AT macrisdirect dot com. His business website is located at www.macrisdirect.com.

Big dreams. No budgets. No problem.

If there's anything the past 4 months has shown me, there's no shortage of great ideas out there. I've met with dozens of small to medium-sized businesses in fields as diverse as pet products to energy traders to auto dealers. Everyone has big plans to grow their businesses. Not everyone has the cash to make much of a dent. 

While it's true, you need money to make money... you don't necessarily need THAT much money to initiate a smart marketing program. 

At Macris Direct, it's our job to squeeze each and every cent of value out of your hard-earned marketing dollars. After all, it's what we do every day. Plus, after dealing with printer after printer, great deals can be had right now. Prices are falling, and that's good news for the small business who's wondering whether now is a good time to strike. 

Ad spending is down, too. So a smaller rock still makes a pretty good sized splash.

Are you thinking about finding new customers? Want some interesting ways to cross-sell existing clients and deepen relationships? Give us a call. Give us a few bucks. Let's see what we can do together. 

Andrew Macris is a 15-year veteran in the conceptual business, having served as creative director at top direct marketing and web marketing agencies for the past ten. He is owner of Macris Direct, a new media direct marketing company. He can be reached at 904-327-0590 or by emailing him at andrew AT macrisdirect dot com. His business website is located at www.macrisdirect.com.

A new Declaration of Independence

There's no real research here. Just personal intuition. But I believe we're in the midst of a shift in the workforce. People like me, who were perfectly content to go through their careers working for other people, are now plunging their flags into the ground and going out on their own. It might be due to distress. Or a sudden revelation. Or both, as it was in my case.

Over the past four years, I've experienced both an outsourcing and a layoff. And you know what I said? Enough is enough! I'm working for myself from here on out.

I could have gone on unemployment, gotten lazy and become a drain on the system... but that wasn't for me. I chose to utilize all the skills I acquired over the past 15 years an pursue my own happiness. It's been an interesting Plan B. And I suspect there are thousands across the country just like me. Within my circle, I can count at least twenty of my personal friends and colleagues who have made a similar choice.

Marketers... accountants... builders... name the profession. These professionals who once worked for a big company are now working for themselves. I can't imagine a single industry that hasn't been touched by this modern day Declaration of Independence.

Why over the past few months, I've designed small business websites for a single-person IT company, a dog bakery and a pet transport service. Each and every one of these entrepreneurs were escapees from the corporate world.

Consequences and opportunities

So what does all this mean? Is it a good thing? I for one am thrilled over the metamorphosis in the workforce. I believe it's going to rekindle a sense of entrepreneurial spirt to the country that's been dormant for years. Think about the turn of the 20th century as farmers abandoned their lands in search of work in the cities. Today, we're seeing a bit of an industrial revolution, but in reverse. While the cities aren't shrinking, the corporations within are certainly seeing a brain drain.

So, yes, In my mind, it's not only good, it's great. It's a wake up call that we need to compete globally with new and revitalized powers like Russia, China, India and South Korea. The next big ideas are brewing in our budding entrepreneurs right now. After all, when the chips are down, and our backs are against the wall, it's in our American DNA to pull through.

As the nation's unemployment level creeps up to its highest level in years, and more and more smart people learn how to fend for themselves, we as a nation will create more wealth. We will turn our deficits into surpluses and regain our natural place in the world. It isn't unpredictable -- waking up hungry has a way of focusing your energy.

What you need to succeed.

Trouble is, basic entrepreneurship just isn't taught to our youth. And neither is it common practice in the workforce. Chances are, you've got exceptional knowledge of your particular specialty. Take me, I'm an expert in direct and web marketing. I even have an MBA in international finance. But that in no way prepared me to open my own business. You need a network to be successful. No one can possibly know everything. 

So surround yourself with a good team. Find an attorney you can trust. A tax specialist that helps you navigate the code. And most importantly latch on to a wise mentor who can guide you in the early days. For me, it's my dad... a first generation immigrant from Greece who was born with an entrepreneur's mindset. Not me. I've had to learn.

So if you're scared your job is on the cutting block, or if you've already been axed, don't be afraid of pursuing your fortune on your own. There are millions of successful small businesses out there. And chances are, you're just as smart and just as talented as most of them. It just takes a lot of perspiration, planning and good luck.

And when you do, make sure to look me up for your website, logo and direct mail design.

Andrew Macris is a 15-year veteran in the conceptual business, having served as creative director at top direct marketing and web marketing agencies for the past ten. He is owner of Macris Direct, a new media direct marketing company. He can be reached at 904-327-0590 or by emailing him at andrew AT macrisdirect dot com. His business website is located at www.macrisdirect.com.

ThinkTrain Express: It's time to derail your old way of thinking.

You're in a crisis ... stuck in a creative rut. You need a killer idea that works - yesterday! Good news - you're just in time to hop the ThinkTrain Express.

On board! 
Here's how ThinkTrain Express boosts your idea-power.

First, picture a train. Then, picture the people in your organization. See any similarities? Like the differing cars of a train, your organization is composed of people with vastly different skill sets. For example, a boxcar finds it very difficult to pull the train. Likewise, a locomotive without coal won't go far either.

On the ThinkTrain, there are four types of cars:

1. Coal Cars
2. Locomotives
3. Connectors
4. Boxcars

Unlike a traditional train, on the ThinkTrain, the locomotive isn't leading the way. It's the Coal Car. They're the idea generators. The big thinkers. The folks who aren't afraid to challenge the existing reality and say, "What if...?"

The Great Brain Robbery
Fact is, new ideas are scary. They involve change. Risk. And discomfort. Because of this, we've built a defense mechanism to help buffer us against radical ideas. Guard against these people - The Brain Robbers. The idea killers.

Remember the "Little Engine That Could?" It took a while for the locomotive to gain the momentum to climb the hill. In the company of a Brain Robber, the little engine never would have seen anything but the railroad yard. ThinkTraining gives young ideas the time to grow into maturity.

The Locomotives are refiners. They help the coal cars burn their huge potential energy in the most efficient way. They're the folks who say, "Here's how…"

Connectors see both sides of an issue. They understand human relationships. They are adept at pointing out possible problems and suggesting compromises. They're the folks who say, "But first, we'll have to adjust X, Y and Z."

Box Cars live for the work. Hence, they carry the heaviest burden of the work. They're task-oriented, "bottom-liners". They're the folks who say, "Let's get started!"

By grouping your train together in the right fashion, you can increase the quantity and quality of the ideas generated.

Here's how to set up your ThinkTrain

Take a look at everyone who can be involved in ThinkTraining. And remember to check outside your typical circle. After all, the further away people are from problems, the closer they'll be to coming up with a dramatically different idea. Familiarity lends itself to boring solutions. Don't assume the person with the most years of experience is most valuable. Many times, a recent college grad, a mailroom clerk or administrative assistant has more insight then ten executives.

When you've selected your team members, classify each person into one of the groups.
Here are a few tips to help classify your team. Coal Cars are generally excitable people who talk fast and gesture frequently. Locomotives are more analytical. Connectors are warm, friendly and family-oriented people. Boxcars live to make to-do lists.

Coal Cars

To begin, gather your Coal Cars together and give them the assignment. Tell them their input is vital to the success of the project. These folks generally have larger than average egos and will be gratified to get all this attention. Give them a number of ideas to shoot for - 5 killer ideas, and a deadline - one hour. Make sure they're equally comfortable with any of the 5 ideas.

To grease the wheels, provide a series of "what-if" questions for them to ponder. For example, what if we could make our product cheaper; faster; with better service, etc.? They'll be brimming over with ideas in no time...

Locomotives

Enter the locomotives. The Coal Cars present their 5 best ideas. Then, the Locomotives review the ideas and select the 3 that seem to have the most merit.

Connectors
The Connectors review the three best ideas. They see how each alternative will affect other folks in both positive and negative ways. They give and take. They adjust ideas. They note all areas that they have problems with, and send all 3 options directly to the Boxcars.

Boxcars

The Boxcars are the most pragmatic. They select the one option that has the highest level of benefits, the lowest cost, with the least stress for everyone involved. Then, they are charged with developing an action plan to accomplish the goal.

The Benefits of ThinkTraining

In traditional brainstorming, not everyone excels at idea generation. Some are naturally more gifted at idea enhancement. ThinkTraining allows these "enhancers" to participate and feel good about their contribution. It recognizes the inherent value of all different types of people - from the right-brained, idea-oriented Coal Cars to the left-brained, action-oriented Boxcars.

In short, ThinkTraining gives you maximum idea generating power out of each and every person in your organization.

Andrew Macris is a 15-year veteran in the conceptual business, having served as creative director at top direct marketing and web marketing agencies for the past ten. He is owner of Macris Direct, a new media direct marketing company. He can be reached at 904-327-0590 or by emailing him at andrew AT macrisdirect dot com. His business website is located at www.macrisdirect.com.