2009 March

Archive for March, 2009

3 Ways To Write Like You Mean Business

Tuesday, March 31st, 2009

Content is King. Service is Queen.

Your writing doesn’t mean a thing if your audience is not satisfied. You need to think of it as a package. Writing + Service = Satisfaction, if you’re into the whole math thing.

Consider the service side of things as you write to provide your readers with that same feeling they get when they spend money. Because when they read your content, they’re spending something even more valuable: time. And just like any customer service business, people need to feel like their investment is worthwhile. Here are some ways to do that.

It’s a good idea to follow the guidelines below. They’re based on customer service tips offered by copywriter Robert Bly. If you do, you’re guaranteed to be covering all the bases on the service side of things. And if your content rocks, too? Success!

Do a great job every time- no slacking. Baseball players are the only ones who get to have .300 averages; sorry about your luck. Every time you write, you’ve got to prove that you’re worth reading. That’s a lot of pressure, but step up, anyway. If you care about what you’re doing, it’ll show.
Never miss deadlines. There’s a big difference in setting approximate dates and setting deadlines. Deadlines are content specific, and if you have one, make sure you’re on time. I spent a year (successfully) making up for a missed deadline for a periodical- a year I could have spent in the good graces of my editor instead of having to prove myself over and over. Set a date, and meet it.
Give your audience more than they expect. Every time you write, you’ve got to add more value than what your audience was looking for. As Brian Clark says, content is a war of attrition. To keep your reader going,make suer each sentence is more worthwhile than the last.

Put those together, and you’ve got a system. Plug that system into some ways to generate strong content. Then, let your customers be the judge.

Tags: Add new tag, business relationships, content marketing, writing
Posted in Content Creation | No Comments »

Starting a Project? Enter With Mind and Eyes Wide-Open

Monday, March 30th, 2009

As small business owners and managers, there are few things more exciting than entering into new projects. Whether it’s marketing, product development, or company expansion, there’s just something exciting about taking a step toward building your business.

I often see businesses enter into web design or digital marketing projects with incredible enthusiasm and expectations. And rightfully so. A carefully planned and implemented design or marketing project can have a profound impact upon your bottom line.

However, it’s important that businesses understand that entering into a project is literally entering into a relationship.

For that relationship to be successful, just like any of our successful personal relationships, give-and-take and effort are a requirement. Signing a contract doesn’t signal the end of the client side of the equation, just as the final set of deliverables signal the end of the agency side of the equation.

If you’re building a new online project, you should know what you’re getting into. Here are some tips for those entering a relationship with an agency:

Designate a point-person for the agency (and stick to it). Nothing is more frustrating for an agency than to receive contradictory feedback from multiple sources. And nothing is more frustrating for a client than to have their feedback unknowingly trumped by someone else within their own organization. Get everyone on the same page by assigning a project manager to make the final call.
Gain an understanding of the objectives of your various departments. Does Sally in accounting have specific things in mind for the design project? What information will marketing need to provide? Get the participants together and work these issues out internally, with guidance from your agency. That way, your point person can provide feedback with a unified voice.
Have confidence in your agency. Is the agency asking your team questions to help uncover objectives? Are they giving advice and feedback based on your suggestions? Or are they simply nodding, grinning, and agreeing as if to say, “yes, yes, just sign the check” ? Expect reputable agencies to provide blunt advice, and back it up with information from research and past experience.
Communicate and Stay Organized. Keeping open lines of communication is important. Have budget constraints changed the scope of the project? Communicate it to your agency; don’t simply allow them to “find out”. Express your expectations. For example, do you want weekly updates on the project progress? If so, let them know.

Additionally, if you’re providing content, photos, video etc., be consistent in their provision. Expecting an agency to keep track of random emails, randomly delivered CD’s and to have them “pull” content shows lack of preparedness and organization.

Many agencies will utilize some form of project management software or guidelines. In doing so, clear paths to deliverables will be spelled out for both sides while also keeping communication, files, notes, milestones and more in a central, easy to access location. If your agency provides you with a project management solution, utilizing it will make the project much better for all involved.

Any project is a process and a relationship. Entering with a clear understanding of what you are getting yourself into, along with an open mind, will ensure you obtain the results you expect.

Tags: partnerships, relatonships
Posted in Marketing, Partnership, Web Design | No Comments »

10 Prompts For Killer Content

Friday, March 27th, 2009

Most of the time, sitting down to work on the content for your site or your blog or your newsletter is a pain in the ass. Let’s face it: Most of you don’t like to write.

That’s fine. We all do tons of things we don’t like. I don’t particularly like changing diapers, but I do it.

The thing is, with some practice, you can actually fly through the stuff you don’t like. I still don’t enjoy changing diapers, but I can whip one off and back on like I’m roping a calf.

One way to do that with your writing is to use prompts (I’m not implying that your writing is shitty- I just used that example because I have a one year old). Teachers (good ones) use this technique all the time to get the writing juices flowing in their students.

Here are ten that you can use any time ideas for subjects are escaping you.

You Best Customer Service Story Anytime is a good time to write about great things you’re doing for your customers. Be humble, but get the story out there.
New Products You’re Using Actually, it doesn’t even have to be something that you’re using. What new products are you dreaming up?
A Word On Your Colleagues Pick someone in the industry you respect and talk them up.
A Little History Not everyone knows that you had to eat ramen noodles on stick furniture for 3 years before your business took off. Tell them.
Best Practices Write a little bit about the standards in your industry. Comment on why those things work the way they do.
Best Employees Everyone with employees has some. Write it like an awards ceremony- guaranteed to boost morale.
Food And Beverage This one might seem weak, but people love to find out about new foods. Is there an office favorite? What’s the best in town?
Tech Tips You can definitely get traction on tech writing of any kind, as long as it’s useful. This one might get some good feedback from someone using a tool you haven’t tried.
Local News What’s going on in your neck of the woods? How is it changing your business?
Location, Location, Location There’s always something about where you live, work, or play that’s worth writing.

Tags: writing
Posted in Content Creation | No Comments »

How To Write Good Content Fast

Thursday, March 26th, 2009

The problem with sitting down to create that all-important, badly-needed new content for your blog or website is right there in the motivation. It’s all-important. It’s badly-needed.

Take the pressure off. There’s no way you’re going to say what you want to say when you have so much riding on it. Words lose their meaning, and phrases become gibberish.

Easier said than written. Here are a couple of methods I use to keep the good stuff coming, even when it feels like it’s all stopped up.

Make An Outline When in doubt, line it out. Making an outline can help you in a couple of different ways:

1) It’s easier than writing. Outlining only requires thoughts. It doesn’t need anything else that goes into good writing, like syntax or grammar or diction. Get your thoughts out there, and the other stuff comes.

2) It’s a way to organize your ideas. Even on small pieces like short blog posts, it’s worth outlining what you have to say. Hell, I could outline twitter updates if I was really stuck.

Don’t Stop For Mistakes O.K., total disclosure: I used my delete key 4 times while typing this sentence. Five (I just spelled “sentence” wrong). But I’m not the one who’s stuck.

This was one of the most difficult hurdles to get over as I began writing copy. I was a chronic editor. Editing as I went gave me little, perfect sentences that took 30 minutes a piece.

Save the editing for the end by turning the spellchecker off as you write. Just keep your cursor moving. When you finally look up, there’ll be a big lump of clay on your page ready for molding.

Keep It Short Nothing sucks the life out of writing like tying together ten thoughts between the capital letter and the period. Make life easy on yourself and write like you’re in third grade (just for the first draft).

What I mean is, there’s a huge difference between what you have to say and how you should say it. If you’re stuck, go with what. Worry about the how later.

You can say the what with simple, direct sentences. I use the voice of Rocky Balboa in my head when I’m doing this. Hey, it gets the job done. What I end up with on the screen is usually exactly the gist of what I’m trying to say. I just go back and clean it up when I’m done.

Besides, no one is going to read big, wordy, Faulkner-esque copy anyway. Most people read on a seventh grade level.

Keep these three tips in mind as you sit down, and again, take it easy on yourself. In fact, think of these ideas as tools you can use to do exactly that. And before you know it, you’ll be done.

Tags: content marketing, Copywriting, Social Media
Posted in Copywriting | No Comments »

The 2 Guildelines Your Writing Must Follow

Monday, March 23rd, 2009

I’m not a big rules guy. Especially when it comes to writing copy. I’m much more in favor of guidelines.

That’s because audiences are different. They read in different ways. They respond to different messages. How are you going to apply rules when the game changes daily?

So these guidelines- they’re ideas that your writing should carry. They’re not formulas. Write with them in mind, not with them as a stencil.

The guidelines come from Rafe Esquith, a 5th grade teacher in Los Angeles. His classroom is exceptional in every way, despite long odds. His book, “Teach Like Your Hair’s On Fire”, explains how a flat refusal to be ordinary provides for a life that’s better than normal.

Here they are:

Be Nice
Work Hard

That’s it. It works. Think about it: Rafe has a classrom full -full- of 5th grade kids, and these are the only two directives he has. He’s sold them on these two ideas because they work. Because it’s true.

Use them as ideas to guide copy, as criterion to measure a message. If your writing fits, it automatically appeals to these two basic human qualities that every one of us has.

If you’re service oriented, does your writing follow these rules?

Tags: writing
Posted in Copywriting | No Comments »

5 Ways To Design Your Copy For Web Audiences

Tuesday, March 17th, 2009

There are huge differences in writing for print and writing online. Most small biz owners aren’t aware of them, or don’t care.

But it’s crucial that web copy be designed for web readers. And when I say readers, what I mean is skimmers. And skimmers are actually scanners.

So, basically, you have to write your website for people who won’t read it. They want what you’ve got (or they’re at least interested), but if you make them work for it, they’re gone.

Why? Because someone else (your competitor) made their experience better. They’re easier to understand. Their info is clearer. They wrote with web readers in mind.

This is where design and copy and text and function come together. Here are five rules to follow when writing for the web:

1.) Breaking Usage Rules Is Okay Because text is so closely integrated with design, it’s fine to tweak your usage a little.

Write like you talk, and talk like you look. If your design is fun and irreverent, go ahead and make it more personal. If you go with a straight edge, professional look, match your copy to it.

2) Understand Passive and Active Space It’s easy enough to remeber that passive space is in the margins and active space is in the text, but consider how you’re using that.

Make sure your active space allows readers to separate thoughts, ideas, and catagories. And remember to keep space between bullets and numbered lists.

3) Don’t Center Your Text If every line is centered on your page, it’s hard to read. Even if you’ve used your active space well, centered text still makes eyes jump to find a different starting place for each line.

Instead, using headings and lists. Break down your text into categories, marked clearly with bold headings.

4) Keep Your Headings From Floating If your heading is the same space above the text it’s describing as it is below the text it follows, it’s called a floating header. It’s confusing. Don’t do it.

By laying the heading right on top of its text (or directly in it, like this post), you clearly define what it is you’re trying to describe.

5) Less is Way, Way More Clean pages, lots of space, direct copy, clear instructions: These are the things that comprise successful integration of copy and web design.

Try not to push every single thing about who you are at your visitor at once. Think of it as a conversation. What kinds of things would get you to stick around?

Use these five guidelines as principles for the entire process of creating text for your web page. Everything you make should fit in here somewhere.

Tags: Copywriting
Posted in Web Design | No Comments »

How To Write Headlines Like Copyblogger

Monday, March 16th, 2009

Earlier this week, I was fortunate enough to spend an hour listening to Brian Clark, aka Copyblogger, speak at Pubcon South.

If you’re not familiar with Copyblogger, stop reading, go there now, and check it out. Along with his own writing, Brian has two or three regular contributors along with several great guests. There’s always -always- something you can use there to improve what you’re writing.

This particular session was titled “Ten Techniques for Writing Headlines that Rock”. It delivered. The techniques can work for anyone, and when properly applied, can capture readers, drive conversions, and boost sales.

But I’m not going to list those techniques here. I’m going to explain the principles behind them.

The real key to writing headlines is understanding why the techniques work. If you know that, the templates will work. If not, you’ll just be plugging keywords into holes, offering no real value- no reason to read further.

Headlines act as a promise to your readers. With those bold first words, you’re promising that your next sentence is worth their interest.

So, why do we make promises in headlines? Why do they work?

You Have Information To Share

Readers looking for information (such as How-To articles) will notice you because you’re clear about what you’re giving. If you want to share information, be upfront and give it right from the start, in the headline. You’re promising value.

You’re Specific

By using your headline to refer to a list of items, you give your reader information that’s direct. Lists, numbered and bulleted, get right to the point. You’re promising importance.

You’ve Got Social Proof

If your headline links your subject to a well-known source (wink wink), you’re telling readers that your information is valid because it’s connected to a world class example. You can also use public acceptance instead of a specific person. You’re promising inclusion.

You’ve Got A Challenge

A headline that gives a warning is a bold way to get attention. You’re calling readers out, drawing on the curiosity that naturally motivates people. If you start out with what they need to know (or what everyone else knows and they don’t), that’s compelling. You’re promising satisfaction.

Value. Distinction. Inclusion. Satisfaction. If I promised you those things in a headline, would you keep reading?

Understand the promise that your headlines make, and you’ll know how to write ones that get attention.

Fill-in-the-blanks on a headline template, and your writing won’t deliver on the promise.

Tags: blogs, content marketing, Copywriting
Posted in Copywriting, Uncategorized | No Comments »

Do You Know Your Place? Old Brands In Social Media

Saturday, March 14th, 2009

Well, we made it to Austin. Here we are in the midst of Pubcon- lots of interesting people and interesting info. This trip is worth the time away from home, and Austin is everything everyone says it is. Glad to be here.

Pat spoke on a panel about old brands in new media. It was a great session, and the Q & A was pretty spirited. Lots of good questions all around.

So, let’s talk about place- an online place for those “old brands”. Are you a small, non-dot-com brand? Were you around before the bubble? If so, you’re probably wondering: where the hell does social media fit in with where we are now?

Here are two facts that you can take comfort in:

A lot of old brands need a lot of persuasion before engaging in social media marketing.
Most of those don’t take it very well.

So, if you’re scared of it, or upset about it, or just overwhelmed by it- you’re not alone. But… BUT… that doesn’t mean you can stick your head in the sand. Social media is here, even if you’re brand isn’t (yet).

The best way to start a social media marketing campaign is to know your place. What does that mean? First off, it means be quiet. Listen. Building your reputation online doesn’t happen fast, but it does start with being a good listener.

Knowing your place, listening, is also really about how to find your audience. Start out by looking around and doing the research on what your customers are searching for. This part takes a while, but so does everything else with social media. Search for niche sites that might cater to communities that are interested in you or what you provide.

Forums. Blogs. Videos. Ratings. Wherever they are, you now are. That’s your place.

It’s also your place to not go in there and start yelling about how great you are. Traditionally, old brands would focus their marketing on self promotion- the terms were synonymous. That’s just not the case anymore.

Self promotion can now take a backseat- way back- to being useful. Now, it’s easy for people to participate in your business. Your marketing efforts depend on how helpful you are online.

And how can you be most helpful online? By listening. Once you do that, you can start providing info value around your brand, because you’ll know what your customers want.

They’re out there. Your place is to be there for them.

Tags: getting started in social media
Posted in Social Media, Uncategorized | No Comments »

Off To Texas

Tuesday, March 10th, 2009

So, there’s a funny thing about Texas: I hear you’re not supposed to mess with it. (That wasn’t our plan, by the way.)

We’re heading to Austin for Pubcon South. Pat is going to be on a panel on Thurday, talking about old brands and new media. Suffice to say, we’re pretty excited about it. A whole bunch of interesting people are slated to speak, and I’m seeing a lot of #pubcon on twitter.

This will be my first time heading out to Pubcon. I’m very interested to see what folks have to say on the content side of things. I’m also interested in some Texas BBQ, and the music scene, as well. Might be some good shows early before SXSW starts rolling.

Write For Yourself, Not Your Audience

Friday, March 6th, 2009

One of the fisrt things that you’ll ever read about writing is to find your audience. It’s like the 11th commandment (assuming the first 10 are different ways to say “be brief”).

Well, it’s true. At least, in the sense that you cannot write something that will please everybody. Especially with your marketing. Don’t even try. Marketing that’s written with that goal in mind is going to be as worthless as the bandwidth it’s measured in.

So, that’s somewhere to start as far as defining your audience: not everybody. After that, you should have some worthwhile market research and keyword research to guide you. When I say worthwhile, I mean that about 5% of your text should be keyword specific.

That leaves about 95% of your content to get a message out there. It’s a lot of room. And, yes, you should be writing for an audience. It keeps you from wandering all over the place. Every word counts.

But the key to creating readable content is to include yourself in your audience.

You have to write with yourself in mind. Think of you as you build your message: Would you want to receive this? You’re the expert, after all. You should be writing something that appeals to you. And if that’s the case, it’s a good bet that others are going to want to tune in.

So it’s a paradox (a great one)- the more your writing appeals to you, the more others will want to read it. Why is that?

Because it’s authentic. Do you know how few authentic voices there are in marketing? You have a huge opportunity to stand out from the crowd. You can be the source of info in your field, just by being yourself.

It’s a lot more difficult than it sounds, though. If it weren’t, everyone would do it. People would just be going around saying very genuine things about what they do for work. As it stands, very few do.

Posted in Uncategorized | No Comments »

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