![]() Mark is an active blogger OneMinuteMarketer® with nearly 1,000 readers each week on LinkedIn, Facebook, Twitter. ” He also wrote a novel called “ Reenactment.” When he found that many nonprofits struggled with complex branding puzzles, he wrote the book, “ NonProfit-NonMarketing. He is creatively ambidextrous - son of an artist and engineer - and famous for distilling complex ideas down to a few words and a few visuals. Today he serves in an employee role as special projects consultant. After 25 years of leading creative teams in video production, graphic design, PR, writing and web development, Mark transitioned out of ownership in 2021. From that day forward Mark discovered a love of the big idea that moves the needle.Īfter 12 years at KWWL, Mark became a business owner as a co-founder of ME&V - rebranded as AMPERAGE in 2015. The effort raised a few million dollars in undiscovered wills and legacy gifts. Mark wrote his first direct-mail fundraising letter in 1981 for the University of Iowa Center for Advancement. ![]() Mark Mathis III is chief creative & strategy officer, partner and cofounder of AMPERAGE Marketing & Fundraising. Start with that and see where it leads you. We tend to follow the eye flow of the person. The real value of this research is to remind us that the gaze of a model in our marketing materials is another important element to consider as we craft our messaging. The problem I see with the new research is that the researchers used a newspaper-style ad, not a digital ad or an ad in a newsfeed that may not have copy left or right, but above and below the model. ![]() If they were talking to you and they kept looking away (or off page), what would you think? A direct gaze can muster thoughts of confidence, knowledge and connection. But that comes from knowing the product or service and the target audience. If they are looking out into the sunset, you might get a different emotion than if they are looking right at you. I still believe that we take clues from the people in ads. The people in ads do influence viewers in subtle ways, including changing gaze direction. The direct gaze works better when you want to inform someone. A new paper from Vanessa Patrick, associate dean for research and professor of marketing at the University of Houston’s CT Bauer College of Business (wow, what a title), found that an “averted gaze” might be more effective to convey emotion or how someone feels about a product. The prevailing design thought (and supported by research from Roper/Starch Worldwide) was that direct eye contact is preferable. Do you feel more emotion or information from this model’s gaze?
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