A Rebrand to Reroute My Business: Welcome to Waypoint Writing!

Posted on by Amanda SilvaLeave a Comment on A Rebrand to Reroute My Business: Welcome to Waypoint Writing!
Cast Iron Content is now Waypoint Writing

Shakespeare famously wondered, “What’s in a name?” and suggested that a rose would smell just as fragrant if we called it a milkweed. Well, maybe. Of course, you don’t realize how much really is in a name until you feel disconnected from it and decide you need to rebrand. 

Cast Iron Content, as intended and at its best, represented iron-clad messaging, rock solid content, strong and clear communication on which to build your brand. At its less-than-best, it invited contact form inquiries like the following: “Yeah, I’m trying to find cast iron brake calipers for my Lincoln Town Car…” 

For a company built “to structure your story,” we realized we needed to strengthen our own. 

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Social Distancing, Sesame Street and CTAs

Posted on by Amanda SilvaLeave a Comment on Social Distancing, Sesame Street and CTAs
Sesame Street opening scene, season 49
Sesame Street muppets introduce an episode of season during the show’s 49th season.

Sustaining social distancing is stressful for most of us, including the most introverted in our midst. For those of us who already work from home, pre-COVID 19 crisis, we’ve pretty much perfected our processes for maximum productivity.

But, the pandemic threw a curve ball our way, too, and left most of us without reliable child care — whether that’s from grandparents, a nanny, or daycare. 

In this household, social distancing means super close proximity between professional commitments, deadlines, goals… and my 16-month old. As such, we spend a lot of time on Sesame Street (anti-screen folks, judge away and then go away). 

What I’ve noticed from increased quality time spent social distancing in the company of my toddler and our repeat visits to Sesame Street is that even this iconic children’s show knows the value of a CTA (call-to-action) and uses them consistently. (We’ve not watched every episode, but we’re working on it!)

Why does a call to action (CTA) matter and why did I even notice this in the first place? Read on to find out more… (see what I did there?)

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Blog Through the Blues and Boredom of Social Distancing

Posted on by Amanda Silva1 Comment on Blog Through the Blues and Boredom of Social Distancing
Behind the scenes shot of Amanda, owner of Waypoint Writing, keeping up with blogging and baby.

Social distancing is critical now more than ever in order to “flatten the curve” and attempt to reduce the number of coronavirus cases so that our healthcare system can accommodate those in need.

The reality that this system is already stretched thin is worrisome and the endless stream of news reports and updates is exacting a psychological toll on even the most steady and sane among us. 

Compounding this situation is the fact that staying home and away from others is the order of the day. And while this might have sounded good for the first day or so, even the most introverted are craving some actual connection and missing friends and family. 

So, if you’re stuck at home — whether working remotely or waiting for the green light to get back to your storefront, restaurant or business of any size or scope — there is one thing you can do to keep connected and create content in support of your brand: blog. 

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Signed, Sealed, Schedule Send

Posted on by Amanda Silva1 Comment on Signed, Sealed, Schedule Send
Image by Oberholster Venita from Pixabay

With Valentine’s Day upon us, I decided to craft a little ode to my new favorite business tool — Google’s Schedule Send. I love this feature and consider it a game-changer when it comes to communication, but also organization and tackling the endless to-do list.

That’s why I’m shocked when colleagues and fellow business owners who always seem to have way more on the ball than me, have never heard of this gem. 

Consider this post my way of playing Cupid and matching up the uninitiated with this dreamy delivery system… 

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The Branding Blues — A Lesson from Pantone’s Color of the Year

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Image credit: Forbes.com

As a company that recently rebranded, the process of branding feels fresh and familiar. Currently, some of our clients are also launching rebranded messaging and missions for 2020.

Although the results look straightforward and simple, the decisions required along the way can be overwhelming.  

One area of branding that our clients have struggled with is color. For that reason, we’re taking a look at the recent announcement regarding Pantone’s 2020 Color of the Year to explore what it might offer your brand. 

Does Classic Blue capture the essence of your business? Does color really matter to your brand? 

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Our First Ever #MerryMailCampaign Finishes Strong

Posted on by Amanda SilvaLeave a Comment on Our First Ever #MerryMailCampaign Finishes Strong
Photo by Aaron Burden on Unsplash

Just over two weeks ago, we put out the call for our first ever Merry Mail Campaign in support of Cards for Hospitalized Kids. We wanted to do something to give back, but realized time was of the essence. 

Somehow, despite publishing our call for cards the day after Thanksgiving, we didn’t get lost in the shuffle of Small Business Saturday or the upcoming December holiday season. In fact, it’s fair to say that you heard our call loud and clear. 

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