Invisible Details

A weekly show about building a successful brand through story and authenticity.

A brand is so much more than a logo or what is visible on the surface. It's the heartbeat of a company. A brand is about values and the story you're telling.

Join Cory Miller and Kyle Adams every Saturday for clear and practical advice on how to define your brand from the inside out. Connect with your audience and stand out from the competition.

The Importance of Spelling and Grammar in Your Copy

097: The Importance of Spelling and Grammar in Your Copy

Saturday, December 23, 2017 – 43 minutes

Your going to love todays episode.

Language is a fascinating topic, and along with language comes the conversation about spelling, grammar, and overall structure of your communication.

There has been an interesting observable trend over the last decade or so, a trend that has slowly diminished both the social requirement of good writing and increased the necessity of speed in our communication.

The results are apparent and incredibly interesting as you study the nature of how people connect on the internet. Typos are just part of the charm, right?

Not only this, but the internet has also connected people from all over the world, providing easy access and communication between peoples of multiple languages and cultures.

This means there are more people speaking more languages in more contexts. If you are writing copy in a language that’s not your first but is the language of your target audience, the pressure is higher than ever to get it right.

How you present yourself to the world influences how they see you, think about you, and feel about you. Today we’re going to talk about the role of spelling and grammar in your messaging, how much it matters in what contexts, and what to do if you’re writing in a language that isn’t your native language.

The Problem With Having Only One Source of Income

096: The Problem With Having Only One Source of Income

Saturday, December 9, 2017 – 41 minutes

A business relies on cash flow. In order for a business to survive, there has to be some source of income.

This can look like product sales, services, donations, investors, or other means of financing. The common denominator is that there is income coming in (see what I did there?).

The internet has brought about a lot of opportunities for businesses to thrive online, but it has challenges of its own. Hosting your business on someone else’s platform or building your income streams solely off of someone else’s business model is easy, but comes at a cost.

For example, many creators on YouTube have attempted to build businesses on the platform through ad revenue. A viewer sees an ad, the ad counts toward an impression, and the creator gets paid after a certain amount of impressions.

Yet over the last year, this type of monetization has become inconsistent at best. Creators blame the “adpocalypse” and that YouTube is to blame for their decrease in income from ad revenue. Is it really YouTube’s fault, though?

Today’s show will touch on the YouTube and platform controversies but we’ll also be talking about different ways to build toward having multiple sources of income, separating your various “income eggs” into different baskets, and keeping the future of your business in your own hands.

Invisible Details 95: What Video Games Taught Me About Branding

095: What Video Games Taught Me About Branding

Saturday, November 25, 2017 – 41 minutes

Today’s show is going to be a bit different. Today we’re talking about video games.

Video gaming can be a bit of a controversial topic here and there, but we’re not necessarily talking about the content of video games as much as some of the lessons we can learn from some of the philosophies applied to gaming.

Why do people buy games? Why is there such a huge investment by consumers into consoles, computers, games, and micro-transactions? What can we learn from a $100 billion industry about building brands, and how do we apply that?

On today’s show, we’ll talk about some of the lessons we’ve learned from the gaming industry, and we might just have a little fun along the way.

Invisible Details 94: Should I Be the Face of My Brand?

094: Should I Be the Face of My Brand?

Saturday, November 18, 2017 – 47 minutes

One of the first things we learn to do in life is to recognize faces. Some research suggests that babies are able to recognize their parents within only a few weeks of being born, and that it could only take a few months of repeated visits from friends or family to recognize them as well.

As we grow older and learn to study and memorize our surroundings, this process gets easier. We can instantly spot our friends from across a large room because we have learned to process what their face looks like into a specific response.

Instant recognition is one of the main reasons why companies take great care in their visual branding. They want consumers to immediately know what they’re looking at and the company it’s related to.

Without the luxury of massive scale like the larger companies, what can smaller businesses do to build recognition among their target audience? Is it better to be the front person and be the recognizable one, or have someone or something else the thing everyone remembers?

On today’s show, we’re going to talk about the recognizable features of your brand and how you can leverage a simple picture of yourself to make all the difference.

Invisible Details 93: Is It Possible to Have Multiple Target Audiences?

093: Is It Possible to Have Multiple Target Audiences?

Saturday, November 11, 2017 – 1 hour, 1 minutes

One of the questions we ask on this show most frequently is, “Who is it you’re trying to reach? Who do you want to help?”

Establishing who your target market is arguably required homework at the start of your brand. It defines your methodology, messaging, and focus. If you have no target, you have no direction.

Target audience can cover any number of factors, from varying demographics, business levels, industries, and deeply specific niches. Knowing who you’re trying to reach brings great clarity to everything you do.

But what if your business is not necessarily tied to a single target audience? What if you can actually reach multiple kinds of people with your products or services? What if you have several products and each of them work for a person in a completely different market?

In today’s show we’ll dive deeper into establishing a clear target audience, if it’s okay to have multiple target audiences, and how to evaluate how far your reach can go.

Invisible Details 92: How to Prevent the Endless Redesign

092: How to Prevent the Endless Redesign

Saturday, November 4, 2017 – 48 minutes

When it comes to the overall look and visual identity of your brand, it can be easy to fall into the trap of the endless redesign. Whether it’s been six months since your last logo update or the website you just can’t bring yourself to ship yet, redesigning can be paralyzing.

On the other hand, your visual identity may actually need an update or a refresh. It might have been a few years and the way your brand looks doesn’t necessarily match the way it’s naturally evolved over time.

Either way, if you’re basing the decision on your own subjective feelings about how everything looks, that may not be a good enough reason.

When does it truly make sense to update your brand’s visual identity? How do you know when the redesign is ready?

In this episode we talk about preventing the endless redesign cycle and how to plan and prepare for the longevity of your brand’s visual identity.

Befriending the Audience You Don’t Know

091: Befriending the Audience You Don’t Know

Saturday, October 21, 2017 – 1 hour, 10 minutes

A new alert appears on your screen. You have a new subscriber! You get that warm fuzzy feeling as you click into their contact profile.

They’ve put in their first name so you know what to call them, and there’s even a little avatar that was pulled in from their social media. They’re an actual person, someone who was interested enough to sign up and follow you.

You’re excited. There seems to be some growth happening.

Then things seem to plateau. You’re still getting subscribers, but people are dropping off. That steep upwards curve you once had seems to be leveling off, and there’s no apparent reason why.

Self-doubt starts to creep in. Was it something you said or did? Are you no longer relevant? Are you actually helping the people you want to help?

There’s really only one way to find out what’s happening with your audience growth, and that’s by getting good old-fashioned data. There are plenty of ways to get data, but certainly the most rewarding is through relationships. On today’s show we’ll be getting practical on how to interact with your audience so you can get the right kind of data to help the people you want to help.

090: Your Website Isn’t About You (Or Is It?)

Saturday, October 14, 2017 – 39 minutes

Having a website in this day and age is nearly non-optional, as more and more people get connected around the world and are searching for solutions to their problems.

While the internet may seem oversaturated with offerings, products, websites, social media accounts, and services, it is still the primary way that most people get their information.

If someone is interested in you or your business, they’re going to search for you on the internet, and you need to be ready for that moment.

This of course raises the important question: what should be on your website?

While we aren’t going to be talking specifically about web design or how to develop a website, it is important to understand some of the philosophies of website strategy and content.

In today’s show we’ll be talking about some of the fundamental principles of an effective website, how to position your content around your target customer, and why your website isn’t really about you, even though it is.

089: A Conversation About Free Products

Saturday, October 7, 2017 – 37 minutes

Last week Kyle and I were in Austin, Texas for seanwes conference 2017. Because we were traveling and putting on the conference, we didn’t get a chance to record an episode together, but there was a conversation we had recently that we wanted to share.

Giving things away for free is a great way to attract new leads. It opens up reciprocity, of course, but it also allows you to truly give someone value.

Whether the content is freely available and shareable on your website or if it’s a lead magnet someone has to give their email address for, it’s never a bad idea to give.

Our conversation today is about a different sort of method when it comes to giving products away for free. It’s not necessarily a solution, but it’s an idea worth exploring.

Cory Miller
Cory Miller
Kyle Adams
Kyle Adams
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