creative haberdashery

Posts tagged target customer

5 healthcare marketing buzzwords you probably want to avoid

5 healthcare marketing buzzwords you probably want to avoid
The ubiquitous healthcare stock photo. Overused buzzwords are as trite as this image. 1985 called. They want their X-Ray back. Healthcare is like any other business, with words and catchphrases that are so overused, they’re meaningless. I run into these tired words consistently; their use is often mandated by the client because they are [...]

How 1 request for 12 brochures changed an industry

How 1 request for 12 brochures changed an industry
Meet Vinnie, your favorite neighborhood cabbie. You’d never guess by looking at him today, but Vinnie started out trapped in a boring brochure. I’ve always been the kind of creative who questions motive. So when a client asked the ad agency I was contracted with for 12 brochures, my first question was, “Why?” Why broch [...]

Why ice cream lovers choose vanilla over rocky road

Why ice cream lovers choose vanilla over rocky road
Vanilla ice cream! Nom, nom, nom Given the choice of any flavor in a cooler filled with ice cream of every imaginable taste profile, the number one choice is still vanilla.* Vanilla’s brand story is honest and straightforward, complex and subtle, and totally true to itself. It makes no apologies and compares itself to nothing. It isn’t plain [...]

Crowd surfing for target customers

Crowd surfing for target customers
I’ll bet you know someone who says with complete confidence: I don’t need a target customer. My customer is everyone who _____. Ah . . . but it doesn’t matter if your customer is everyone who golfs, everyone who reads, or even everyone who eats. You need a focused target customer strategy so you can avoid weak brand messaging and take advan [...]

Brand story party of the century

Brand story party of the century
I’ve worked with Doug Kamerer for years now, meeting up with him as his career takes him to one great opportunity after another.  His current gig is as Minister of Culture (cool title, huh?) for  A.D. Farrow Co. Harley Davidson. A.D. Farrow is the longest continuously operating Harley dealership in the world. This gives Doug, a passion [...]
cindi acker-hein

cindi acker-hein

writer + creative partner
I love my work: teaming up with awesome creatives. Word nerdery. Problem solving. Simplifying. Intelligenting. Learning. Seeking FTA, SOH, PR.Read more...

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  • joan-riversCan we talk about websites and creativity?
    Can we talk? The legendary Joan Rivers was famous for that catchphrase, as she worked her way onto red carpets and late night talk shows with her gift of gab. Joan, of course, made her name during [...]

why you’ll love working with me

-Art directors love the conceptual teamwork

-Solopreneurs love how quickly I catch their excitement

-Big companies love how I bring consensus to cranky
stakeholders

-Agencies of all sizes love how seamlessly I join their teams

And I love working with anyone who begins a conversation with, "What if . . ."

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Adaptable

"Can come in, literally at the drop of a hat and start working. Immediate contributions and high productivity."

Strategic

"The combination of creative and logical instincts make Cindi a rare commodity."

Conceptual

"Thanks for stretching us to try new ideas."

Customer-focused

"Cindi has a very effective way of choosing one of her 99 hats, getting deep into the features and benefits of your business from a customer point-of-view, and emerging with targeted concepts that really ring true."

Cross-industry experience

"Cindi is amazing! She is intuitive, highly creative, professional, easy to work with, fast, and is able to organize and clearly define highly complex projects. Her vast range of experience allows her to handle any type of project."

Intuitive

"We’ve partnered with Cindi on many projects over the years because we know she’ll see new angles and then deliver intelligent, well-crafted concepts."

Thoughtful

"Cindi is one of few people who has been able to capture the essence of my work. She listens intently, does her homework, turns an incredibly well-heeled phrase...all with a delightful personality and calm demeanor."

Innovative

"Cindi is a great thinker. She can analyze situations and information and come up with innovative solutions to problems."

Energy & Enthusiasm

"Working with Cindi was an absolute pleasure. Her work ethic, creativity and personality blend together to culminate into fantastic work."

Creative Partner

"“Cindi is the best creative partner an art director can have. She's not just an excellent writer, she's a big idea creative director who understands consumer behavior and hitting a target dead center.”"

Collaborative

"Cindi has a wonderfully creative way of meshing visual imagery with verbal language for the average person to understand.”"

Big Ideas

"Cindi is a valuable creative partner. She's not just talented writer, she thinks about the whole idea and consistently focuses on the customer's point-of-view."

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Expert

"Cindi's expertise in copy writing - from CRM to Industrial to Retail has been invaluable in helping me shape brand voice"