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9 Ways to Design Inclusive Content

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The author’s views are entirely his or her own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz.

Inclusivity is an important consideration for every business owner and content creator, and should be at the heart of your ongoing design efforts — not something you look at after a website or piece of content goes live.

Before we get to specific tips on creating this inclusive content, let’s go over key definitions and concepts.

What is inclusivity?

Inclusivity is about recognizing diversity. It ensures everyone can participate to the greatest possible extent. Other names for inclusivity include universal design and design for all.

Inclusivity addresses a wide range of issues, including:

  • Accessibility for people with disabilities

  • Access to and quality of internet connectivity, computer hardware, and computer software

  • Computer literacy and skills

  • Economic circumstances

  • Education

  • Geographic location

  • Culture

  • Age (older and younger people)

  • Language

Understanding Usability, Accessibility, and Inclusivity

Purple icons on pink background: left, pointer finger clicking on something for usability; middle, wheelchair symbol for accessibility; right, globe symbol for inclusivity

Usability

According to the World Wide Web Consortium (W3C), an international standards organization that publishes guidelines and recommendations for web technologies, “Usability is about designing products to be effective, efficient, and satisfying.”

Usability factors measure the functionality of a product or design and the design interface’s ease of use. They assess how easy it is for users to learn the basic tasks of the interface, how quickly users can perform tasks on the interface, and whether users can remember how to perform those tasks after time away from the interface. Usability factors also consider whether the design satisfies users, and if there are errors in the interface, how severe those errors are, and the ease of recovering from those errors.

Think about Google’s search page design. When it first launched, it received considerable backlash. This was an era when internet users wanted their own “home pages” or “web portals,” each presenting their favorite news and links when the browser launched. But what did these portals all have in common? A search box. The fact that this simple (some still say ugly) design eventually became the homepage for billions of internet users speaks to the value of simplicity and how it enables inclusivity.

Accessibility

Designing with accessibility in mind means more people will be able to use a product, regardless of their abilities.

According to W3C, “Accessibility addresses discriminatory aspects related to equivalent user experience for people with disabilities. Web accessibility means that people with disabilities can equally perceive, understand, navigate, and interact with websites and tools.”

In other words, all users, regardless of ability or circumstance, should be able to:

  • Perceive all interface or document elements.

  • Operate the controls easily and intuitively.

  • Understand the content.

  • Use different assistive technologies, devices, browsers, and operating systems to interact with the content.

For example, using high-contrast colors in an app doesn’t just help people who have low vision or color blindness, it also helps people who use their devices in bright sunlight. Similarly, while improvements to usability, like using simple language and intuitive design, may allow people with cognitive disabilities to use a product or service more productively, they are also beneficial for people who may be busy or distracted, who are learning the language, or even people with slower internet access, because simple and intuitive sites may be faster to load.

Additional resource: Accessibility Principles, W3C

Inclusivity

Inclusivity means representing people who have, until now, been underrepresented. Inclusivity issues affect people from specific populations within a community, as well as communities that have been denied the opportunity to participate fully in economic, social, or civic life.

Inclusive content should always recognize diversity in the functional needs and abilities of individuals. To make your content inclusive, think of peoples’ diverse abilities, ensuring your content can be accessed in a variety of ways.

Inclusive content should also encompass diversity in personal needs and experiences. We should all challenge ourselves to do better at including different communities, identities, races, ethnicities, backgrounds, abilities, cultures, and beliefs. We must take steps to avoid “othering” people. By ensuring that everyone feels welcome in our digital spaces, we can more accurately represent the world we live in.

Additional resource: What is Inclusivity?, Diversity for Social Impact

Why inclusivity is important

History has taught us about the struggles for equity and inclusion globally. Wars have been fought over human rights and the rights of enslaved peoples. Women have protested for suffrage. People of color have long fought for civil rights, and in recent years the Black Lives Matter movement has highlighted systemic inequalities and the need for social justice. The Gay Revolution has sought to achieve equal rights for gay, lesbian, bisexual, and transgender people. Indigenous people have struggled to gain equality and receive meaningful reconciliation for the abuse and mistreatment suffered at the hands of governments. And the Disability Rights Movement has worked to change attitudes, promote integration, and ensure that all people, regardless of ability, have equal access to transportation, housing, education, and employment opportunities.

While educational systems do teach us about these issues, they often present them as discrete events that have little real connection to the “dominant” society. As a result, most people are not comfortable speaking or writing about them. We simply do not have the vocabulary.

By making empathy an essential part of inclusion, business owners and content creators can improve their audience communications, build trust, and grow networks. Meeting the functional needs of all users creates a better reputation and improved word-of-mouth in more communities.

Nine ways to design inclusive content

Purple icons in white boxes on pink background representing the following nine tips.

Inclusive design should always meet the needs of as many users as possible. Use the following inclusive digital content tips when creating websites, mobile apps, e-mail, and documents.

1. Assess points of bias in your content and design practices.

Does your content default to the pronoun “he,” or does it make equal use of “she” and “they”? Review your text content, stock photography, and illustrations. Look at both digital and printed materials aimed at internal and external audiences. Do they feature mostly white, male, straight, non-disabled people? If so, it’s time to switch up the terminology and create a new aesthetic – one with more diversity.

Additional resources:

Resources for Eliminating Bias in Design, UX Booth

The Bias Blind Spot and Unconscious Bias in Design, Interaction Design Foundation

2. Use clear, simple, and thoughtful language.

Review words through the lens of inclusivity. Identify and remove all instances of othering and ableism. This boils down to respect. Avoid collective terms and labels, such as “females” or “the blind,” that group individuals into a category that promotes objectification. Always remember an individual’s disability, gender, race, ethnicity, nationality, or heritage is just a single facet of their unique and complex identity.

Disability

A disability is something that a person has. It is not who they are. Use “person with [a disability]” or “person who has [a disability].” Put the person at the forefront. For example, say “a person who is blind,” not “a blind person.”

Many people with disabilities prefer people-first language. However, there are also people with disabilities who prefer identity-first language, and it is important to respect this preference and give every person the self-determination to choose. Never correct someone who refers to themselves using identity-first language. For example, don’t correct or change the reference when someone calls themselves a “blind person” as opposed to “a person who is blind.”

Avoid any language that suggests pity or hopelessness, or that disempowers people with disabilities, such as “suffers” or “victim.” Avoid words like “brave” or “courageous,” as these words can belittle or trivialize people with disabilities.

Gender

The male-dominated cultures of North America and Europe have created a biased vocabulary that should be adjusted for inclusion. It is common, for example, to refer to groups of people as “guys,” even when the group includes both men and women. Adult women are often “girls,” but adult men are rarely “boys.” Then there are the outdated words and phrases that have become problematic, such as “manpower,” “man-hours,” “man the controls,” or “man up.” Substitute these terms with “workforce,” “hours,” “take the controls,” or “step up.”

What should you do if you’re not sure how to address someone? Use the gender-neutral pronouns they/them/their when meeting someone for the first time. Here’s an inclusive way to introduce yourself, “I refer to myself as (she/her), what pronouns do you prefer?” or “My pronouns are (they/them), what pronouns do you use?”

Race and ethnicity

Just like the vocabulary of gender, words associated with race, ethnicity, nationality, and heritage have been debated over vigorously in recent years. A central part of inclusion is adopting terms that are honest and respectful and being intolerant of terms that are disrespectful. Historic bias has permeated our culture, and as a result, problematic terminology once used to describe people who are not white has been applied to many different areas of life, including technology (whitelist/blacklist, master/slave devices). Always address people’s ethnicity, nationality, or heritage respectfully and without irony, racism, or satire.

Additional resources:

Diverse Abilities and Barriers, W3C

Inclusive Language Guidelines, APA

Gender Equality and Inclusivity, CSHA

3. Use responsive design that allows zoom and orientation changes.

Responsive design allows web content layouts to display well on many form factors, using “breakpoints” to define different widths. Sometimes app makers lock orientation or turn off the zoom ability. These are basic tools that we all need from time to time. Instead of disabling them, design apps to accommodate them.

Here are a few responsive design and accessibility guidelines:

  • Use link text that describes the link destination.

  • Write meaningful and descriptive alt text.

  • Use semantic HTML – tags that clearly describe the purpose of page elements, such as <header>, <article>, <aside>, or <footer>.

  • Instead of fixed or absolute font sizes, use relative units for font sizes, such as percentage units, viewport width, or viewport height.

  • Label all buttons and fields.

Using responsive design and accessibility guidelines makes it easier for search engines to crawl and interpret websites. For example, sites with clear, descriptive headings – the same kinds of headings that also make navigation and comprehension easier for people for disabilities – are better optimized for search engines to do their work.

Because of this, Google rewards accessibility when ranking websites. In fact, their Webmaster Guidelines – which lay out the best practices that help Google to find, index, and rank your site – read very much like accessibility guidelines, and often correlate directly with the W3C’s Web Content Accessibility Guidelines (WCAG).

By using accessible design, you are simultaneously improving the on-page experience, making your content more accessible to users with disabilities, and facilitating the work of search engine bots who are busy crawling, indexing your site, and assessing link equity between pages – all of which help boost your SEO ranking.

Additional resources:

Responsive Design, Mozilla

How to Design a Large Scale Responsive Site, UX Booth

An Introduction to Accessibility and SEO, Moz

4. Take advantage of free resources.

Use freely available Microsoft, Apple, and Android accessibility attributes and accessibility test apps when developing documents, web content, or apps.

Testing is an integral part of developing accessible and inclusive digital content. Fortunately, tech companies have created a range of tools and resources to help ensure your documents, websites, and apps can be accessed easily by all users. For example, Microsoft Office applications – Word, PowerPoint, or Excel – have the Check Accessibility feature, which resides in the Review menu. From there, you can choose the ‘Check Accessibility’ button and follow the instructions to remove accessibility problems, rechecking as you go until all issues have been addressed.

An example of the check accessibility function in PowerPoint.

Additional resources:

Design for Inclusivity, Microsoft Design

Accessibility for Developers, Apple

Developing for Accessibility, Google

9 Best WordPress Accessibility Plugins for 2022, HubSpot

5. Structure documents using headings.

Use simple, hierarchical headings to organize documents, web pages, or emails. This allows all users and their technology to interpret the main ideas of the content and find the information they’re looking for. Graphics should be secondary and should never contain critical information. Provide equivalent alternatives for any image that contains text.

Also be sure to include a link to the web version of any HTML message right on top, in case of e-mail client issues with layout or graphics. If you’re using HTML messages, then follow basic, semantic HTML best practices. E-mail is the only technology where tables for layout is still acceptable, but even there, CSS is now preferred.

Evaluate your content without graphics or with the graphics turned off. This will ensure your content can be accessed on low-fi devices, over bad connections, or through a screen reader.

Additional resources:

Web Accessibility – Headings, Yale University

Page Structure – Content Structure, W3C

6. Provide text alternatives for non-text elements, such as images and forms.

Purple mountain icon in white box on pink background next to an example alt text tag for the same image.

Use simple, descriptive language as alt text for images. If the image serves a specific function, the alt text should explain what that function is and describe the contents of the image. The goal is to ensure that everyone has access to the same information about the image.

If the image contains a chart or graph, the alt text should include the data. If you’re using a creative photo or a photo as an illustration, the alt text should describe the elements of the image in detail.

If the document or content includes images that are not important, are used for layout, or do not serve a specific function, use null alt text (alt=“”). This will keep them hidden from assistive technologies.

Labels for form fields and options are also areas where inclusion and accessibility should be addressed. Every field and button should have a label, written in plain language. If button labels have icons or images, the alt text should describe the function of the button, rather than its appearance.

When creating contact forms, label all fields visibly. Include formatting hints to reduce errors. If you use a placeholder, ensure that it stays visible.

Additional resources:

The Ins and Outs of Image Accessibility Standards, AudioEye

Alternative Text, Accessible Social

7. Take advantage of freely available accessibility checkers.

A screenshot of the AudioEye accessibility dashboard.

Check your content regularly to keep it inclusive and accessible. Every time you make changes to your website, you run a risk of making content inaccessible to people with disabilities. This is why ongoing monitoring is important. 

AudioEye, a digital accessibility platform, offers Active Monitoring to help site owners keep their content accessible and inclusive. It checks for accessibility issues every time a site visitor loads a new page, and also tests for new accessibility issues, gathering information across all users and pages, and then automatically fixes the majority of common errors. The platform displays all accessibility issues found and fixed in an Issue Reporting dashboard (pictured above), along with details on how these issues affect users with disabilities and how to fix unresolved issues that require manual intervention. You can start by trying AudioEye’s Accessibility Checker.

Additional resources:

Web Accessibility Evaluation Tools List, W3C

Testing and Checking Content, Accessible Social

8. Check your color scheme.

The eyedropper color selection icon in purple and white on a pink background.

Assess the color scheme for contrast and distinction. White text on a black background is high contrast, while white text on a pale blue background is low contrast. Many people with visual disabilities rely on high color contrast to view digital content. And because visual acuity and the ability to distinguish colors also fade with age, high color contrast ensures older users can access your content.

Common color choices, such as buttons colored red and green, can make content inaccessible to people with color blindness, which affects 13 million Americans and 350 million people worldwide.

Additional resources:

What is Color Contrast and Why Does it Matter For Website Accessibility?, AudioEye

Deuteranopia – Red-Green Color Blindness, Colblindor

Color Contrast Checker, AudioEye

9. Make social media posts accessible.

Social media is used to convey messages or ideas quickly, usually in just a line or two of text, using a single image or a short video. To meet accessibility requirements for social media, ensure that all images and video clips are described in detail. Include voiceovers, narration, and song lyrics in the description. Don’t forget to include the emotion the subject may be trying to evoke. This also helps low-bandwidth users participate in social media. Please see an example below.

Screenshot of a Knowbility instagram post on how to make the internet more accessible.

Assess the cast of your videos. Do they feature mostly white men? Look for ways to feature a broad cross-section of society, including different genders, people of different ethnicities, and people with disabilities.

Emojis make social media posts fun, but they can also pose problems for people who can’t see them. Because screen readers use words to describe the emoji, a series of smiley faces and hearts added in the middle of an Instagram caption becomes “grinning face, smiling face with smiling eyes, smiling face with heart-eyes, red heart, red heart, red heart.” Limit your emojis to two or three, and put them at the end of your text, so they don’t get in the way of the information in the post.

Hashtags are an essential part of social media posts: highlighting key words and phrases with # makes it easy for users to find posts. Making hashtags accessible is simple: capitalize the first letter of each word in the hashtag (also known as CamelCase). That helps screen readers separate the words correctly (#SuperBowl, not #SuperbOwl) and to say them as words, rather than as separate letters.

Additional resources:

How to Make Your Social Media Content More Accessible, Western Oregon University

6 Ways to Make Your Social Media Posts More Accessible, Flagship Social

Hashtags, Accessible Social

List of Emojis, Emojipedia

Designing inclusive content is an ongoing effort.

As you start applying these best practices, remember that building accessible, inclusive, and usable content takes dedication and continuous improvement. Ask your site visitors and customers for feedback on a regular basis. Pick the right tools to make your efforts more sustainable and effective.

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45 Free Content Writing Tools to Love [for Writing, Editing & Content Creation]

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45 Free Content Writing Tools to Love [for Writing, Editing & Content Creation]

Creating content isn’t always a walk in the park. (In fact, it can sometimes feel more like trying to swim against the current.)

While other parts of business and marketing are becoming increasingly automated, content creation is still a very manual job. (more…)

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How data clean rooms might help keep the internet open

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How data clean rooms might help keep the internet open

Are data clean rooms the solution to what IAB CEO David Cohen has called the “slow-motion train wreck” of addressability? Voices at the IAB will tell you that they have a big role to play.

“The issue with addressability is that once cookies go away, and with the loss of identifiers, about 80% of the addressable market will become unknown audiences which is why there is a need for privacy-centric consent and a better consent-value exchange,” said Jeffrey Bustos, VP, measurement, addressability and data at the IAB.

“Everyone’s talking about first-party data, and it is very valuable,” he explained, “but most publishers who don’t have sign-on, they have about 3 to 10% of their readership’s first-party data.” First-party data, from the perspective of advertisers who want to reach relevant and audiences, and publishers who want to offer valuable inventory, just isn’t enough.

Why we care. Two years ago, who was talking about data clean rooms? The surge of interest is recent and significant, according to the IAB. DCRs have the potential, at least, to keep brands in touch with their audiences on the open internet; to maintain viability for publishers’ inventories; and to provide sophisticated measurement capabilities.

How data clean rooms can help. DCRs are a type of privacy-enhancing technology that allows data owners (including brands and publishers) to share customer first-party data in a privacy-compliant way. Clean rooms are secure spaces where first-party data from a number of sources can be resolved to the same customer’s profile while that profile remains anonymized.

In other words, a DCR is a kind of Switzerland — a space where a truce is called on competition while first-party data is enriched without compromising privacy.

“The value of a data clean room is that a publisher is able to collaborate with a brand across both their data sources and the brand is able to understand audience behavior,” said Bestos. For example, a brand selling eye-glasses might know nothing about their customers except basic transactional data — and that they wear glasses. Matching profiles with a publisher’s behavioral data provides enrichment.

“If you’re able to understand behavioral context, you’re able to understand what your customers are reading, what they’re interested in, what their hobbies are,” said Bustos. Armed with those insights, a brand has a better idea of what kind of content they want to advertise against.

The publisher does need to have a certain level of first-party data for the matching to take place, even if it doesn’t have a universal requirement for sign-ins like The New York Times. A publisher may be able to match only a small percentage of the eye-glass vendor’s customers, but if they like reading the sports and arts sections, at least that gives some directional guidance as to what audience the vendor should target.

Dig deeper: Why we care about data clean rooms

What counts as good matching? In its “State of Data 2023” report, which focuses almost exclusively on data clean rooms, concern is expressed that DCR efficacy might be threatened by poor match rates. Average match rates hover around 50% (less for some types of DCR).

Bustos is keen to put this into context. “When you are matching data from a cookie perspective, match rates are usually about 70-ish percent,” he said, so 50% isn’t terrible, although there’s room for improvement.

One obstacle is a persistent lack of interoperability between identity solutions — although it does exist; LiveRamp’s RampID is interoperable, for example, with The Trade Desk’s UID2.

Nevertheless, said Bustos, “it’s incredibly difficult for publishers. They have a bunch of identity pixels firing for all these different things. You don’t know which identity provider to use. Definitely a long road ahead to make sure there’s interoperability.”

Maintaining an open internet. If DCRs can contribute to solving the addressability problem they will also contribute to the challenge of keeping the internet open. Walled gardens like Facebook do have rich troves of first-party and behavioral data; brands can access those audiences, but with very limited visibility into them.

“The reason CTV is a really valuable proposition for advertisers is that you are able to identify the user 1:1 which is really powerful,” Bustos said. “Your standard news or editorial publisher doesn’t have that. I mean, the New York Times has moved to that and it’s been incredibly successful for them.” In order to compete with the walled gardens and streaming services, publishers need to offer some degree of addressability — and without relying on cookies.

But DCRs are a heavy lift. Data maturity is an important qualification for getting the most out of a DCR. The IAB report shows that, of the brands evaluating or using DCRs, over 70% have other data-related technologies like CDPs and DMPs.

“If you want a data clean room,” Bustos explained, “there are a lot of other technological solutions you have to have in place before. You need to make sure you have strong data assets.” He also recommends starting out by asking what you want to achieve, not what technology would be nice to have. “The first question is, what do you want to accomplish? You may not need a DCR. ‘I want to do this,’ then see what tools would get you to that.”

Understand also that implementation is going to require talent. “It is a demanding project in terms of the set-up,” said Bustos, “and there’s been significant growth in consulting companies and agencies helping set up these data clean rooms. You do need a lot of people, so it’s more efficient to hire outside help for the set up, and then just have a maintenance crew in-house.”

Underuse of measurement capabilities. One key finding in the IAB’s research is that DCR users are exploiting the audience matching capabilities much more than realizing the potential for measurement and attribution. “You need very strong data scientists and engineers to build advanced models,” Bustos said.

“A lot of brands that look into this say, ‘I want to be able to do a predictive analysis of my high lifetime value customers that are going to buy in the next 90 days.’ Or ‘I want to be able to measure which channels are driving the most incremental lift.’ It’s very complex analyses they want to do; but they don’t really have a reason as to why. What is the point? Understand your outcome and develop a sequential data strategy.”

Trying to understand incremental lift from your marketing can take a long time, he warned. “But you can easily do a reach and frequency and overlap analysis.” That will identify wasted investment in channels and as a by-product suggest where incremental lift is occurring. “There’s a need for companies to know what they want, identify what the outcome is, and then there are steps that are going to get you there. That’s also going to help to prove out ROI.”

Dig deeper: Failure to get the most out of data clean rooms is costing marketers money


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Ascend | DigitalMarketer

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Ascend | DigitalMarketer

At this stage, your goal is to generate repeat buys and real profits. While your entry-point offer was designed for conversions, your ascension offers should be geared for profits—because if you’re serving your customers well, they’ll want to buy again and again.

Ascension offers may be simple upsells made after that initial purchase… bigger, better solutions… or “done for you” add-ons.

So now we must ask ourselves, what is our core flagship offer and how do we continue to deliver value after the first sale is made? What is the thing that we are selling? 

How we continue to deliver value after the first sale is really important, because having upsells and cross sales gives you the ability to sell to customers you already have. It will give you higher Average Customer values, which is going to give you higher margins. Which means you can spend more to acquire new customers. 

Why does this matter? It matters because of this universal law of marketing and customer acquisition, he or she who is able and willing to spend the most to acquire a customer wins.

Very often the business with the best product messaging very often is the business that can throw the most into customer acquisition. Now there are two ways to do that.

The first way is to just raise a lot of money. The problem is if you have a lot of money, that doesn’t last forever. At some point you need economics. 

The second way, and the most timeless and predictable approach, is to simply have the highest value customers of anyone in your market. If your customers are worth more to you than they are to your competitors, you can spend more to acquire them at the same margin. 

If a customer is worth twice as much to you than it is to your competitor, you can spend twice as much trying to acquire them to make the same margin. You can invest in your customer acquisition, because your customers are investing in your business. You can invest in your customer experiences, and when we invest more into the customer we build brands that have greater value. Meaning, people are more likely to choose you over someone else, which can actually lower acquisition costs. 

Happy customers refer others to us, which is called zero dollar customer acquisition, and generally just ensures you’re making a bigger impact. You can invest more in the customer experience and customer acquisition process if you don’t have high margins. 

If you deliver a preview experience, you can utilize revenue maximizers like up sells, cross sales, and bundles. These are things that would follow up the initial sale or are combined with the initial sale to increase the Average Customer Value.

The best example of an immediate upsell is the classic McDonalds, “would you like fries with that?” You got just a burger, do you also want fries with that? 

What distinguishes an upsell from other types of follow up offers is the upsell promise, the same end result for a bigger and better end result. 

What’s your desired result when you go to McDonalds? It’s not to eat healthy food, and it’s not even to eat a small amount of food. When you go to McDonalds your job is to have a tasty, greasy, predictable inexpensive meal. No one is going there because it’s healthy, you’re going there because you want to eat good. 

It’s predictable. It’s not going to break the bank for a hamburger, neither will adding fries or a Coke. It’s the same experience, but it’s BIGGER and BETTER. 

Amazon does this all of the time with their “Customers Who Bought This Also Bought …” But this one is algorithmic. The point of a cross sell is that it is relevant to the consumer, but it doesn’t necessarily have to be aligned with the original purchase. What you don’t want to do is start someone down one path and confuse them.

You can make this process easy with Bundles and Kits. With a bundle or a kit you’re essentially saying to someone, “you can buy just one piece, or you can get this bundle that does all of these other things for a little bit more. And it’s a higher value.”

The idea behind bundles and kits is that we are adding to the primary offer, not offering them something different. We’re simply promising to get them this desired result in higher definition. 

The Elements of High-Converting Revenue Maximizers (like our bundles and kits) are:

  1. Speed

If you’re an e-Commerce business, selling a physical product, this can look like: offering free shipping for orders $X or more. We’re looking to get your customers the same desired result, but with less work for them.

  1. Automation

If you’re a furniture business, and you want to add a Revenue Maximizer, this can look like: Right now for an extra $X our highly trained employees will come and put this together for you. 

  1. Access 

People will pay for speed, they’ll pay for less work, but they will also pay for a look behind the curtain. Think about the people who pay for Backstage Passes. Your customers will pay for a VIP experience just so they can kind of see how everything works. 

Remember, the ascension stage doesn’t have to stop. Once you have a customer, you should do your best to make them a customer for life. You should continue serving them. Continue asking them, “what needs are we still not meeting” and seek to meet those needs. 

It is your job as a marketer to seek out to discover these needs, to bring these back to the product team, because that’s what’s going to enable you to fully maximize the average customer value. Which is going to enable you to have a whole lot more to spend to acquire those customers and make your job a whole lot easier. 

Now that you understand the importance of the ascend stage, let’s apply it to our examples.

Hazel & Hem could have free priority shipping over $150, a “Boutique Points” reward program with exclusive “double point” days to encourage spending, and an exclusive “Stylist Package” that includes a full outfit custom selected for the customer. 

Cyrus & Clark can retain current clients by offering an annual strategic plan, “Done for You” Marketing services that execute on the strategic plan, and the top tier would allow customers to be the exclusive company that Cyrus & Clark services in specific geographical territories.



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