TAYA Training for Graphic Designer?

Posted March 15, 2021 in
IMPACT+ HQ IMPACT+ HQ

Blake Cormier

IT Nerd Turned Content Writer

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Hi everyone!

I posted recently about expanding our in-house marketing team. As part of that, it looks like we'll have the opportunity to add a part-time graphic designer sooner rather than later -- which is great news for our content marketing efforts. My plan is to have her work on layouts and designs for premium content, as well as things like infographics for blog articles and web pages. I'm sure having better visuals will help our content to have a bigger impact on our prospects.

Because this is going to be a big part of our inbound and TAYA strategy, I'd like to make sure she has a solid foundation in both of those concepts as soon as possible. I'm going to send her some articles from IMPACT and HubSpot about inbound and TAYA, and maybe even ask her to read the book or join IMPACT+ and take some of the courses. But while it's good to understand the strategy and principles, I don't want to overwhelm her with too much info if it's not directly applicable to her role. 

So I'd like to ask for your input on this. What resources would be good to get a designer up to speed on TAYA, specifically how it applies to visual design? 

I'd also be interested in any resources about how I can make good use of her skills to produce better content.

Thanks!
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Steve Hoffer
Understand how to change a 'feature' discussion into a 'benefits' discussion. Frequently, you'll be given a list of features about a product or service. If you take that feature, and add 'because...' to the end, and keep going. That will help spell out the benefit. 

Example: This car has electric windows...because using a switch to put down the window is easier than a hand crank. The electric windows are the feature, but the benefit is having something that easier than a hand crank (who even remembers those?)

Focus primarily on the common problems that users are likely looking to solve, make sure your graphics person is talking to sales personnel, and make sure sales personnel agree on the benefits. Sometimes a little nuance is needed to get a benefit communicated correctly.
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