5 Things to Share: February 2025

Hello Partner,

When was the last time you cried in front of someone?

It seems like a pretty forward question, doesn’t it? I know I cringe a little when I hear it.

I just finished reading Charles Duhigg’s book Supercommunicators. In it, Duhigg argues that we should ask deeper questions to truly understand each other and build stronger connections.

Deep questions like the above invite others to talk about their values, experiences, and beliefs.

 Before diving into the deep end, though, we need to establish what kind of conversation we’re having. Duhigg explains, “successful communication requires recognizing what kind of conversation is occurring and then matching one another.”

What kind of conversation are we having—

• Practical, what is this about, passing information along?
• Emotional, how do we feel?
• Social conversation, do you want to feel heard?

Instead of focusing on the facts of someone’s life, we can dig a little deeper. For example, instead of asking:

• Where do you work?
  • Try: What do you love about your job?
• Where did you grow up?
  • Ask: What’s your favorite thing about your hometown?
• Where did you go to high school?
  • Try: What was high school like?

Questions like these allow for vulnerability. When we hear someone else’s story, we often feel compelled to share our own. That’s how we connect.

This might not be the right time or place to ask you about the last time you cried in front of someone—personally, I’m not comfortable sharing that just yet.

But I love the idea of asking questions that invite real conversations. Maybe the next time you meet someone new, you’ll give it a try—and see where it leads.

Speaking of getting real, in this installment you’ll find—

• Building Authentic Website Content: A Guide for Log Home Contractors
  • Bonus! Download our Buyer Persona Worksheet
• What is an Email Nurturing Campaign?
• What’s Actually Working on Facebook?
• Five Secrets to Successful CPG Packaging
• Are You Really Working? Mike White Explains His Creative Process

#1 Building Authentic Website Content: A Guide for Log Home Contractors and Builders

Potential clients are looking for quality workmanship and someone they can trust to preserve and restore their dream homes. Authentic website content builds trust and credibility with your audience and translates into more business. Download our buyer persona worksheet to help you with your content marketing.

#2 What is an Email Nurturing Campaign?

Nurturing your audience is all about building and maintaining relationships. Your customers may not be ready to buy just yet, and that’s okay. You want them to think of you in their time of need. This is where an email nurturing campaign comes in.

#3 What’s Actually Working on Facebook?

This Social Media Examiner article gives us the scoop on What’s Actually Working Right Now on Facebook.

My three favorite tips are:

1. Static posts with text over a bright background helps posts stand out in a crowded feed. (That’s an easy win!)
2. Use real images rather than AI generated ones for more authentic content.
3. Videos (90-seconds or shorter) with educational and inspiration content are performing well.

#4 Five Secrets to Successful CPG Packaging

According to Designalytics’ data, only 37% of CPG redesigns actually increase sales. So what’s the secret to successful designs?

It boils down to these five things to consistently deliver results.

One interesting finding, when Organic Valley tried replacing their illustrations with photography, the photos actually scored lower with audiences.

#5 Are You Really Working?

Sometimes the creative process from the outside can look like doing yoga, going for a walk around the neighborhood, taking a nap, or even staring at the walls. As creatives, we tend to beat ourselves up over this phase but as Mike White, creator of Nacho Libre, explains this is the phase where ideas are born. I feel like I can totally relate, anyone else?

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