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We write about what we do. Digital marketing ideas that are approachable, through the lens of our work; that’s what you’ll find in our posts.

Archive for the ‘Uncategorized’ Category

3 Quick Ways To Improve Readability On Your Site

Wednesday, June 2nd, 2010
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The situation is this:  readers wander around in the largest library in the universe, looking for information.  If it’s not easy to find, read, and digest, they move on. Quickly.

Here are three ways to keep that from happening:

Short Sentences If you can make one sentence into two, do it.  If you can use smaller words, do it. Keep your paragraphs to two or three sentences.  Don’t make your readers sit down to a 7 course meal when all they want is an apple.  Keep it brief.

Use Subheadings A great way to break up and categorize text is to use subheadings that group your ideas into small parts.  It’s the perfect setup for readers that skim, and they all skim.  Make it easy.

Use Bullets As a general rule, if you have a list with four or more items, use bullets.  They’re easy to read and attract the eye.  The reason they work is because the extra grammar constructs of paragraphs have been stripped.  Bullets are most often pure info, which is very attractive to readers.  Numbered lists work well, too.

Just using these three tips alone will hugely improve the readability of your web pages.  Tailor them to your writing style, your audience, and your info.

Your readers will thank you.

Quiet, Please

Tuesday, April 20th, 2010
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I used to have a bad, bad problem with putting my foot in my mouth.

I mean really bad.  I’ve asked fat women if they’re pregnant, inquired about the status of dead spouses, and mocked the developmentally disabled for being drunk.

And I’m a nice guy.  I genuinely meant no ill will.  But due to circumstances that I wasn’t able to perceive, I was left looking like, for want of a better term, a total jackass.

Check that.  There is no better term for want of.

But, just so people understand, I’m not malicious, or stupid.  It’s just that, when your foot goes into your mouth, you look both malicious and stupid.

Now imagine reliving that one embarrassing moment when your toes pass your teeth and your foot lodges ankle deep in your primary speaking orifice forever, with thousands of people watching.  They share your horrible experience as an example to others on behavior and ettiquite.  Did I mention that this moment lives on forever?

Oh.  Yes I did.  Twice.  In italics.

So here’s a tip that my social inept brain learned to send my social media brain: be quiet.

Quiet solves so many problems, it’s amazing there isn’t more empty space on the internet.  But that’s a question for another post.

The gist here is that, just because you have a cursor, it doesn’t mean you have to curse.  Er, speak.  There are some rules of thumb to remember in social media concerning the sound of silence…

No One Looks Good In A Fight On The Internet Notice how movie villains always have the polite lines in the evil scenes?  There’s a reason for that.  The context around what they’re saying makes them darker.  Thing is, the internet rids speech of context.  There’s no inflection, and there isn’t enough text in social media to give context to speech (It’s why people use emoticons, BTW). That’s why, when arguments happen on the internet, it’s so easy for others to ridicule.  Avoid arguing online.

The Internet Is A Great Place To Have An Opinion And it’s a terrible place to tell someone that they’re wrong.  Part of it, again, is context.  The other part of it is space.  People have social media space, just as they have personal space.  You wouldn’t get all up in someone’s grill, as the common parlance has it.  So don’t do it online.

Better To Remain Quiet And Be Thought A Jackass than to start typing and remove all doubt.  It’s an old saying right?  Well, how do you think sayings get old?  They’re true.  And online, it goes back to that whole forever thing.  If you say something inappropriate, it eventually gets forgotten (usually. certain restrictions apply).  But if you post something inappropriate, it’s out there for as long as you’re online.  Longer.

The echo chamber of the internet sounds the loudest when it says this one word:  Listen.

What Everyone Should Know About Writing Inspiring Copy

Monday, March 8th, 2010
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It’s risky.

There’s a lot more safety in writing something else.  And by that, I mean writing something that won’t offend anyone.  Won’t make you stand out.  Won’t draw criticism.

The best way to go about doing that is to google “5 paragraph essay” and start from there.  You can get all your information into a neat package.  Everyone will be satisfied.  No one will complain.

Of course, no one’s going to read it.  But that doesn’t matter.  Your assignment was “We need copy for the web site”.  You did your job, right?

Mission Accomplished.

Guiding The Conversation

Monday, February 1st, 2010
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It’s important to listen.

We all know that.  But it’s equally important to ignore.Leuk satellite station by christianmeichtry

The critics who don’t offer input.  The people who fear change.  The people who are going to laugh at you and roll their eyes at your work.

How do you ignore the people that will ridicule your idea?  Here are some suggestions:

-Don’t be afraid to fail.  Whatever new challenge you’re taking on- social media, new products, a different creative outlet are all going to present challenges.  Some of them, you will not overcome.  And you shouldn’t: that’s how you learn.

-Remember that no one cares.  It’s hard to keep that in mind when you’re thinking about the success of your business.  You’ve built that amazing piece of work, you know it’s amazing, and no one cares (that’s why we do marketing strategies, BTW).  But what about that other piece of work that you’re not so sure about, the one that’s way out of your comfort zone, the one you’re really going out on a limb for?  No one cares about that either.

-Surround yourself with encouragement.  If there’s a din of positivity, helpful feedback, and honest critique, you can’t hear the people who want to shout down everything you do.

If you’re ignoring correctly, you’re also guiding yourself and those around you toward conversation that can actually help.

Best Ideas Of The Week

Friday, January 8th, 2010
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It’s Friday once again, and time to roll out the best ideas of the week.

One note here- these are the best ideas for our week.  That doesn’t mean all of this stuff came out last week.  Sorry if that’s misleading at all.  But a good idea is a good idea.  Let’s just use the time frame as context, not constraint.snow day by evoo73

Sound good?  Awesome.

-Here’s a link that was intended for the holidays, but really is worth checking out regardless of the time of year.  It’s a list of 10 interesting talks from TED, a regular stop for thought provoking video of thought provoking people.

-And in that same line of thought, why give up all of the “best of” lists just because New Year’s is over?  Here’s one worth reading from Inc. Magazine.  Come on, there’s nothing going on until, like, Valentine’s day.

-Chris Brogan has good ideas pretty regularly.  This week, I thought he really nailed an idea I like to visit over and over again with partners- how relationships improve sales.

-Would you like to check out the evolution of the website?  Here it is- booneoakley, only on youtube.  Something like this might not be right for you.  But it could be.  Which is why it’s there.  So cool.

-Finally, here’s something that falls squarely in the “word geek” category.  Cliff’s Notes (yes, the ones you used in high school with the bumble bee yellow and black covers) now produces the classics in manga.  For those who aren’t familiar, manga is a wildly popular form of comic book from Japan.  You know, with the kids.

Anyway, hope you liked these links.  We’ll be collecting them again next week, so let us know if there’s something you’d like to see here.

The Simplicity Of Dr. Seuss

Wednesday, November 25th, 2009
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I have a great story to tell you today

About reading and writing the world-wide-web way!twoblueday- treesky ala Seuss

A way that makes clicks and conversions and views

fill metrics reports full of whopping good news!

It starts with a plan to cut out the clutter

and make your site sticky, like thick peanut butter.

But first, you must audit- find out what you’ve got,

And try to determine if you like it or not.

Next step- you should cut…

Cut!

Cut!

Cut!

Cut!

Cut!

Rid yourself of that clutter, get out of your rut!

Cut out that bad filler,

No if, and, or but.

Because sometimes you’ll click to a not-so-good page

Where HUGE blocks of text send you into a rage!

And you feel like you must find that writer to ask,

“How’s a someone supposed to perform a quick task?!”

Because that’s what your goal is, your reason for being-

To give information that’s easy for seeing.

Make sure that your copy is clean, clear, and dapper

(Otherwise, please… toss it into the crapper.)

Remember that people don’t visit to read-

They want to make use of the things that they see-d.

So remember when writing, there’s one simple rule:

It’s YOU that’s so helpful- a word’s just a tool.

Stop For A Moment

Sunday, November 8th, 2009
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One of the most touching things I’ve ever read is right here.  It’s the story of Elena Desserich, a five year old girl with brain cancer.

a note from Elena
How she died is terrible, tragic, and all too common in the world of children with cancer.  What she left behind for her family, and for all of us, is remarkable.

Read it, watch the video, and go tell someone you love them.

How to Know Your Audience? Introduce Yourself.

Tuesday, October 27th, 2009
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Social Media is all about trust.  The ones who win are patient, because trust takes some time to build.

That time frame, the time it takes to build trust online, should be considered ahead of time.  It needs to be part of your strategy.  The little decisions, the conversions,  that go into someone deciding to trust you are way more important than advertising your special online.  Plan for it.An Intoduction

They’re micro-conversions.  Lots of little, helpful interactions that you give away for free.  It’s just like if you had a shop, and people came in for directions.  Same thing.

Well, you can give directions by just pointing at a map.  But to make an impression, you’ve got to be a real person.

People who are talking into the social media bullhorn without planning are going to be left behind when it comes to making big conversions or sales.  If they would have spent time making micro-conversions instead of trying to be the biggest, things might have worked.

All you have to do to start is take some time to listen.  Then, introduce yourself.

There.  You made your first micro-conversion.

Now keep going.

How To Succeed In A Small Town

Monday, August 17th, 2009
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I live in a town of less than 2000 people.  That’s by choice- we’re surrounded by mountains, rivers, and good friends.  I’m lucky.

An interesting thought occurred to me about my position:  Are the rules different for succeeding in a small town versus a big one?  I don’t think so, but the opportunities definitely are.

Those opportunities can lead to quite a bit of business.  Here’s a couple of rules that I’ve found it’s good to stick by.

Get Involved

Small towns offer a lot of opportunities to be involved in your community and get to know people.  Steering committees and civic groups are good places to dig in. It’s a cool way to get to know people and do something constructive, while building relationships that foster good business.

Be Early

You can’t ever miss a deadline in a small town.  If you have a project that’s on a time line, create mileposts that let you be early.  If the piece takes two weeks, set the deadline with your client at three.

The opportunity to do business in a small town depends massively on reputation management:  If you read about a seller on Amazon who delivers early, think how much better it sounds coming from someone sitting across from you in the coffee shop.

Never Say Anything Bad About Anybody.  Ever.

No matter how much they deserve it.  It’s one thing to rant about a Fortune 500 company on Twitter.  It’s something else entirely to talk about a person that everyone in your town knows by at most a couple degrees of separation.  It doesn’t matter what that other someone is doing, only how you react to it.

And if you can’t say anything nice, don’t say anything at all.  Small towns are just too small to create any friction that could effect your ability to do business with your neighbors.

It’s Personal

These are the same principals of doing good business anywhere in the world, I’m sure.  But in a small town, the opportunities are different- projects are more personal, contact is more immediate, and word spreads fast.  In New York, people don;t know who you are.  But in your town, it’s different.

What’s your experience?

5 thoughts from halftime at Blog Potomac

Friday, June 12th, 2009
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Email and a telephone is Twitter and a blog; you already know how to do this.  -Liz Strauss

Well, I’m here in Falls Church VA for a lovely day and a great conference- the 2nd annual Blog Potomac.  Lots of friendly folks and interesting speakers.  And… and… the talking heads on sound system right now (I’m a fan).

Everything I’ve heard so far has been worthwhile, even if it’s covered some familiar ground.  Here are a couple of the take-aways as I digest my (delicious) lunch from dccenntralkitchen.  You can find all of these folks at the Blog Potomac website.

-Sphere Of Influence (SOI) is great, but you better connect it to ROI.  -Shel Holtz

-You can make up your own #hashtags on Twitter to make your point.  -Shireen Mitchell

-Ford has 200,000 employees, and one social media guy (who happens to be Scott Monty).

-If you want to be a leader in social media, don’t start with people; start with relationships.  -Liz Strauss

-Social media is dead.  -Geoff Livingston, who hosted the conference.

What are your thoughts on these thoughts?  Have you heard it before, or does this sound new to you?