G'day listeners, this is Greg Merrilees from Studio1 Design, and I'm excited to welcome you to this episode of the Real Magic Design Podcast. Today, my co-host Alan and I have the privilege of chatting with John Logar, a seasoned business consultant and entrepreneur who has some incredible insights to share on the power of design in driving business results.

Over the years, I've seen John work his magic, using clever and attention-grabbing design tactics to help his clients cut through the noise and connect with their ideal customers. From custom business cards that double as marketing tools to meticulously crafted direct mail pieces, John has a knack for creating designs that engage, intrigue, and ultimately, convert.

In our conversation, John is going to peel back the curtain and reveal some of his most successful strategies. We'll dive into how he tailors his communication and design to specific audiences, ensuring that every touchpoint resonates with the people he's trying to reach. He'll also share examples of how he's used print media, variable data, and even physical props to grab attention and generate leads.

But it's not just about the tactics – John also emphasizes the importance of understanding your customer's needs and pain points. He'll explain how he uses surveys and one-on-one conversations to uncover these insights, and then translates them into design and messaging that truly speaks to his audience.

Whether you're a designer, a business owner, or simply someone who appreciates the power of great design, I know you're going to walk away from this episode with a wealth of practical, actionable advice. So sit back, grab a pen and paper, and get ready to be inspired by John's wealth of experience and innovative approach to design and marketing.

Let's dive in!

• Insights on designing successful events and recommended books for business and wealth
• How coaching others has generated millions, and how design influences business success
• How design can attract the right leads and repel the wrong ones with clever tactics
• The power of customized designs and niche targeting in attracting premium clients
• How tailored communication and niche marketing can help dominate the market and command premium prices
• Why clear communication and design, like Uber’s website, drive conversions and customer engagement
• How clear design, functional user interfaces, and personalized marketing messages boost conversions
• The power of using language that connects with your audience and understanding their needs to drive value and engagement‍
• The importance of tailoring designs to your audience, creating personalized experiences, and maintaining simplicity to achieve better engagement and results
• Why focusing on simple, clear design and offering premium services can drive better business results
• How balancing productivity with personal time and leveraging podcasting can help grow your brand

Unlock the Power of Design: Lessons from a Seasoned Business Consultant

As designers and business owners, we're constantly seeking new ways to cut through the noise and connect with our target audiences. It's a challenge that requires creativity, strategic thinking, and a deep understanding of our customers' needs and pain points.

Fortunately, we had the opportunity to sit down with John Logar, a seasoned business consultant and entrepreneur, who shared a wealth of insights on how to leverage design to drive real business results. In our conversation, John peeled back the curtain on some of his most successful strategies, offering a masterclass in using design as a powerful marketing tool.

One of the key takeaways from our discussion was the importance of tailoring your communication and design to specific audiences. As John explained, "If I want them to click a button, then I'm going to say, 'Hey, click this button,' because you need to. If I want them to read something, I'll say, 'Hey, I've specifically put this in front of you because it's for you.'"

This level of personalization is crucial in today's crowded marketplace. Rather than trying to be everything to everyone, John emphasizes the value of niching down and becoming a true specialist in your field. By deeply understanding the pain points, language, and preferences of your target customers, you can craft designs and messaging that resonate on a much deeper level.

John shared several examples of how he's put this principle into practice, from custom business cards that double as marketing tools to meticulously crafted direct mail pieces. One of his most ingenious tactics involved printing a $100 bill-like business card and strategically dropping it on the floor at networking events. As John described, "I would just watch what would go on. And generally, what would happen is somebody would walk up and do the double take. And so as they're walking up doing double take, they'd sit there and go, 'Hey, there's $100 on the floor here.'"

Of course, the card wasn't actually money – it was a clever way to grab attention and initiate a conversation. But the key was that John had tailored this approach to his specific audience of marketing professionals, who would appreciate the creative flair and understand the underlying message.

Another powerful example was the way John worked with an accounting firm that specialized in serving high-earning medical specialists. Rather than a generic brochure or website, John crafted a premium-quality package that reflected the stature and discerning tastes of their target clients. From gold-leaf printed DVDs to thick, luxurious cardstock, every design element was carefully considered to communicate the firm's expertise and exclusivity.

As John emphasized, "If you looked at this, the card stock was the actual physical card stock was 650, GSM. Very hard to get card stock that thick, by the way, it's almost bordering on cardboard platform. It was very expensive to produce. But everything spoke quality, like you picked this thing up and there was weight to it, right?"

This level of attention to detail is what separates good design from great design. It's not just about making something look visually appealing – it's about deeply understanding your audience and crafting an experience that resonates on an emotional level.

Of course, John's insights extend beyond just the design process. He also stressed the importance of focusing on revenue generation as the lifeblood of any successful business. As he put it, "the most important thing in any business is, what are you doing today to get a client on board or to get a customer to buy your product or service."

This philosophy of prioritizing consistent revenue streams is reflected in the way John approaches his own business. Rather than trying to be all things to all people, he's honed in on a specific niche – helping others build and scale their own consulting businesses. And by offering premium, high-ticket services, he's able to command higher prices and generate more sustainable growth.

As designers and business owners, we can learn a lot from John's approach. By deeply understanding our customers, crafting tailored experiences, and relentlessly focusing on revenue generation, we can unlock the true power of design to drive real, measurable results.

So, what are you waiting for? It's time to start thinking beyond the surface-level aesthetics and dive deeper into the strategic, audience-centric design that can transform your business.