Good copywriting, good small business


The Sydney Morning Herald

CLEAR and effective communication is key to winning business, so it’s important to choose your words wisely. But for some small-business owners it can just be too hard, and it keeps on getting put off … until tomorrow.

The head of the Australian School of Copywriting, Bernadette Schwerdt, says writing involves the fine crafting of words, and many small-business owners make the error of sitting down to write off the top of their head without giving their selection of words enough thought.

Ms Schwerdt, whose background in advertising and acting underpins her communication style, says there are common mistakes that people make when they write material for their business.

Before anyone ever writes anything, they should be able to answer three questions: ”Why this? Why you? and Why now”, says Ms Schwerdt.

Customers will be making instantaneous, often subconscious, assessments when they read the words on your website or in your e-newsletters, and answering these three ”whys” will help your business maintain the interest of the right customers, Ms Schwerdt says.

They want to know why this product will make their life easier, richer, happier or healthier, she says.

Answering the ”why you?” question addresses the difference between your own business and that of your competitors, and ”why now?” is the urgency factor.

”People think I could do with a financial planner but I don’t really need one now, or I could do with a trip but not now. It’s about creating content or copy that encourages people to do something right now,” she says.

Five tips to cure writer’s block  >>>>   Leer más “Good copywriting, good small business”

A Great Leader’s Year-end Checklist | Inc. |


Inc.com - The Daily Resource for Entrepreneurs

The year is almost over. Great leaders know how to tie up loose ends and make sure their employees are happy and ready to move forward.Salespeople live and die by the annual review. Auditors have built an entire industry around it. For the next month, print and television media will pour out gallons of coverage of the past year in review.

And yet, as leaders, we often move from one year to the next with little or no time spent reviewing the year just past from a purely leadership perspective. To help counter that, here’s my five-point year-end leadership checklist: Leer más “A Great Leader’s Year-end Checklist | Inc. |”

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The finalists in our Digital PR & Social Media Awards 2012'

SOCIAL MEDIA   |   PR Daily Staff

The finalists in our Digital PR & Social Media Awards 2012We’re delighted to announce the top entrants in PR Daily’s first-ever PR & Social Media Awards.

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5 ways to be more productive '

MEDIA RELATIONS   |   Michael Sebastian

5 ways to be more productiveDon’t let the afternoon doldrums drag you down. Follow these five tips for a more prolific workday.

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4 trends affecting PR departments'

MEDIA RELATIONS   |   Cassie Boorn

4 trends affecting PR departmentsThe shift in media and marketing continues, as social media continues to reshape the landscape for people in the industry.

Precautions every social media professional must take


By Want to avoid a social media fail—and a PR disaster—for your brand (personal or professional)?

The new nightmare for brand marketers is commonly referred to as #socialmediafail—putting out the wrong message, through inadvertence or ignorance, in social media channels. 

It makes the blood of any marketer or PR professional run cold just thinking of the social media crises that can occur as a result of one errant tweet.

In college, I majored in radio. Back in the days vinyl still ruled, the common nightmare was failing to put the needle on the record resulting in dead air. Another waking dread was leaving the microphone on and unknowingly uttering one of George Carlin’s Seven Words.

Like the dead air of my radio past, misguided and often offensive or accidental tweets, Facebook posts, Reddit posts, and so on, keep folks like me up at night—on a regular basis.

There is no shortage of examples: Leer más “Precautions every social media professional must take”

If You’re Not Making Enemies, You’re Doing It Wrong


Digital Marketing And Social Media PR – The Future Buzz

Chris Brogan recently shared a post titled no enemies. And that’s a nice thought. It makes me feel fuzzy and warm inside. Except it is hardly the world we live in, and in fact I would say the opposite: if you’re not making enemies, you’re doing it wrong.

Last year I wrote a post about the fact that you need enemies and explained how they can light a fire beneath your digital marketing. I think the reasons outlined in that post still hold true today.

As Robert Greene stated in the 48 laws of power:

Law 2: Never put too Much Trust in Friends, Learn how to use Enemies

Be wary of friends-they will betray you more quickly, for they are easily aroused to envy.  They also become spoiled and tyrannical. But hire a former enemy and he will be more loyal than a friend, because he has more to prove.  In fact, you have more to fear from friends than from enemies.  If you have no enemies, find a way to make them.

This law is crystal clear when you look at some of today’s most popular brands of media.

Think about it, on the web enemies are a shortcut to attention. The strategies of some of most popular sites can actually be defined in one word: conflict. There is a reason TechCrunch, Gawker and similar publications have risen to meteoric heights of popularity. They’re not making any friends by telling stories through a polarizing lens. That’s not their purpose. And in a world where every company is a media company, the approach most potent for you may not be so different. Leer más “If You’re Not Making Enemies, You’re Doing It Wrong”

Members Speak Out: The Growing Importance of Visual Content Creation in the Paid, Owned and Earned Media Mix


paidOwnedEarned01c.jpeg

Recently there has been significant attention given to the growing importance of “visual content” as part of the paid, owned and earned media marketing mix. The headlines tell the story:

forbes1.png

Beyond the obvious of visually enhancing your online content and helping to give your brand an identity, it is clear that images, whether they are photography, video or infographics, are playing an increasingly important strategic role on many fronts. From content sharing and user generated content, to driving referral traffic and impact on SEO ranking, the discussion about visual content creation is intensifying daily.

A recent and widely circulated infographic from M Booth well illustrates the growing importance of visual content in social media. We asked new IAB member Shareaholic, whose Traffic Sources data is featured in this infographic, to provide some perspective on their findings, and to share their thoughts on how visual content is impacting the paid, owned and earned media mix including what may be in store for the future.

headshot.png“The data shown in the M Booth infographic is based on traffic trends to our publisher network websites, which show that Pinterest is now the fourth largest source of referral traffic, exceeding Twitter and Google referral traffic and, for the first time, exceeding Yahoo! Organic. It is interesting to note is that Pinterest isn’t even in our top 10 most popular social networks for social sharing – meaning that click-throughs on pins are driven by a smaller percentage of organic pins.”
— Janet Aronica, Head of Marketing, Shareaholic@JanetAronica

chart14234.png Leer más “Members Speak Out: The Growing Importance of Visual Content Creation in the Paid, Owned and Earned Media Mix”

Passing the Red-Face Test for Social Pros



Thinking Social
 / Value

While studying strategic issues management in grad school, one of my professors encouraged my fellow classmates and I to ask ourselves one question each time we suggested a response: “Does this pass the Red-Face Test?”

What he meant was, if someone were to dissect your answer and press you for more information, do you have a sufficient holistic grasp of the subject to at least speak to any possible inquiry without embarrassment … without your face turning red.

Working in social media, passing the Red-Face Test (or remembering to take it) can be a challenge. To be sure, we’re tasked with being expert in a disparate variety of areas. Many social media professionals, for example, jockey as statisticians, sociologists, authors, lawyers, marketers, PR practitioners, media buyers, IT specialists, teachers and more. Juxtapose those professions with an intimate knowledge — internally and externally — of the brand(s) they represent. To get inside the mind of a community manager, in particular, Get Satisfaction shares this brain diagram.


[Image courtesy of GetSatisfaction.com] Leer más “Passing the Red-Face Test for Social Pros”

Chrome Extensions to Make You More Efficient | via Mashable


 

How To Use Social Media to Invent or Reinvent Yourself


Kyle Lacy – Social Media Training and Digital Marketing

Self-promotion is just what it sounds like: promoting yourself, your events, your accomplishments, your victories, and even your defeats, problems, and lessons you have learned. You do it so you can increase your visibility to and awareness by others, increase traffic to your website, increase sales, and get more speaking opportunities, exhibitions, and gigs—more of whatever it is you’re looking for.

You promote yourself so you can get even more opportunities, which you can then tell people about.

Self-promotion is also called “branding yourself,” because that’s really what it has become. (That, and it’s what we wanted to call the book.) In fact, we prefer to think of it as personal branding, because you need to think of yourself as a brand, just like Coca-Cola, McDonald’s, Google, or Facebook.

Why Is Self-Promotion Important? Leer más “How To Use Social Media to Invent or Reinvent Yourself”

Is It Cheating to Have a Side Project?


http://joyante.wordpress.com

“Devote yourself to an idea. Go make it happen.
Don’t you forget: this is your dream!

Go Make It Happen

Struggle on it. Overcome your fears. Smile. Don’t you forget: this is your Dream!

One of the best ways of getting energized at work is to start something outside of it. (You will gain new skills and new perspectives which will naturally attach to you as go about doing your day job). You should be spending at least 1,000 hourspreparing for a new career (Just in case that your industry goes the way of publishing, pay phones, photo finishing and the like and either disappears or radically changes to the point where there is no room for you). An article from HBR by Leonard A. Schlesinger, Charles F. Kiefer, and Paul B. Brown.

To which some people commented, as Rich did, we are, in essence, idiots: “When people get excited about things outside of work they end showing up to work and going through motions just to get through a day. Everyone loses. The employee loses and the employer loses. People are not going to give all of themselves as they focus on their new outside interest.” Rich makes an extremely valid point — one that we think is worth elaborating on.

Everything we have recommended — starting something new beyond your job; putting in an hour a day to learn a new skill/profession — needs to be outside of office hours. If you do it on company time you can be fired, and quite frankly we believe you should… Leer más “Is It Cheating to Have a Side Project?”

No Bullshit Social Media

A few months ago I was lucky enough to attend a social media conference where Jason Falls spoke as the keynote speaker. Not only did he spread a little humor throughout the room, but he also shared some pretty intriguing thoughts about social media marketing today and why it should be part of your overall marketing strategy.

I spoke with Falls after the conference and it was clear he is passionate about the subject. He believes in the power of the discipline as a potential vehicle for business development, customer service and yes, driving sales. That’s right folks, social media marketing, referred to in the book No Bullshit Social Media, can be an invaluable tool for your company to use for research and development, customer relations and lead generation. All of this, my friends, can be your result if you have the proper strategy in place that suits your respective brand and business model.

So I give you my main takeaways from No Bullshit Social Media, as they will help further explain how to best integrate social media marketing into your overall business model.

Know the facts and how they relate to your brand

The fact of the matter is that social media is not going away. It’s here to stay, so the smart thing to do is to figure out how you can strategically integrate social into your marketing program. There’s no one-size-fits-all strategy or plan, so knowing what your business needs to accomplish ahead of time is crucial in determining how you willmeasure social media marketing for your brand. Only you can determine what success looks like for your business and set goals accordingly.
Social Media vs. Social Media Marketing:

We’re past the point of joining the conversation and engaging. If you’re ready for the big leagues, it’s time to start talking strategy and how you can affect your brand’s business with social media marketing. Falls and Deckers simply sum it up with “Social Media is for Hippies. Social Media Marketing is for Business.” Well-said.

Social media and public relations work together:


| http://theideabrand.com

A few months ago I was lucky enough to attend a social media conference where Jason Falls spoke as the keynote speaker. Not only did he spread a little humor throughout the room, but he also shared some pretty intriguing thoughts about social media marketing today and why it should be part of your overall marketing strategy.

I spoke with Falls after the conference and it was clear he is passionate about the subject. He believes in the power of the discipline as a potential vehicle for business development, customer service and yes, driving sales. That’s right folks, social media marketing, referred to in the book No Bullshit Social Mediacan be an invaluable tool for your company to use for research and development, customer relations and lead generation.  All of this, my friends, can be your result if you have the proper strategy in place that suits your respective brand and business model.

So I give you my main takeaways from No Bullshit Social Media, as they will help further explain how to best integrate social media marketing into your overall business model.

Know the facts and how they relate to your brand

The fact of the matter is that social media is not going away. It’s here to stay, so the smart thing to do is to figure out how you can strategically integrate social into your marketing program. There’s no one-size-fits-all strategy or plan, so knowing what your business needs to accomplish ahead of time is crucial in determining how you willmeasure social media marketing for your brand. Only you can determine what success looks like for your business and set goals accordingly.

Social Media vs. Social Media Marketing:

We’re past the point of joining the conversation and engaging. If you’re ready for the big leagues, it’s time to start talking strategy and how you can affect your brand’s business with social media marketing. Falls and Deckers simply sum it up with “Social Media is for Hippies. Social Media Marketing is for Business.” Well-said.

Social media and public relations work together: Leer más “No Bullshit Social Media”

Associated Problems: Five Mistakes PR Professionals Make on Twitter

As public relations professionals, we all understand the need for brevity. We learn early on not to say “The person of the male sex strolled to the area that is not here but in another spot.” It’s better to say, “The man walked there.” Nice and easy to digest.

If clarity and simplicity are the pillars of PR, Twitter is the perfect challenge for us. Limiting ourselves to 140 characters is the ultimate test of our slicing and dicing abilities. This challenge is welcomed and, for once, we have a MAXIMUM limit. Well, other than those nine or so characters we keep for re-tweeting (please retweet, please.)


http://451heat.com/

As public relations professionals, we all understand the need for brevity. We learn early on not to say “The person of the male sex strolled to the area that is not here but in another spot.” It’s better to say, “The man walked there.” Nice and easy to digest.

If clarity and simplicity are the pillars of PR, Twitter is the perfect challenge for  us. Limiting ourselves to 140 characters is the ultimate test of our slicing and dicing abilities. This challenge is welcomed and, for once, we have a MAXIMUM limit. Well, other than those nine or so characters we keep for re-tweeting (please retweet, please.)

 

 

What a perfect way for us to showcase our skills. No silly wording or need for fluff. It’s the Donner Party of characters per post… without the cannibalism.

However, many seem to think that with Twitter being a relatively new concept by limiting characters, requires an abandonment of Associate Press Style.

 

 

It doesn’t help that we have so much stacked against us.

 

 

The following is my little list of AP rules (or just general rules of thumb) we neglect on Twitter. Note: I am not using this information to go Emily Post-al on anyone. Use this list as a reminder to check your AP Style Book from time to time. We all commit these crimes of writing. I probably have broken countless rules in this article, and I have my style book right next to my computer…let’s see! Leer más “Associated Problems: Five Mistakes PR Professionals Make on Twitter”

Infographic: 5 digital tools to boost your brand in 2012


By PR Daily Staff 
http://www.prdaily.com/
From gamification to mobile photo sharing, these tools can help your brand get a leg up this year. This infographic from online coupon retailer CheapSally.com explains how—and offers examples of brands that are using them.

5 Tips to Better Optimize Your PPC Budget

Whether you are trying to acquire new customers, generate more leads, or simply sell the product, paid advertising can come to your rescue. The advantage of paid advertising is that people are alreadysearching for your product/service. As opposed to conventional marketing, a paid search audience already has the intent to buy or learn more about your product.

Apart from the benefit of having qualified traffic, pay-per-click (PPC) advertising has many other positives. First off, it is easy to start. Setting up your account is simple; you can start off with a budget that you are comfortable spending. Secondly, PPC offers flexibility. You can test out different versions of ad copy, headlines, and call-to-actions. Lastly, paid ads are great way for increasing brand awareness. Even if people don’t click on your ad, just showing up in the search results for your key terms builds trust factor and brand recognition.

However, there are challenges involved in paid advertising. With more marketers turning to PPC advertising, the paid search space is becoming competitive.


http://451heat.com

Whether you are trying to acquire new customers, generate more leads, or simply sell the product, paid advertising can come to your rescue. The advantage of paid advertising is that people are alreadysearching for your product/service. As opposed to conventional marketing, a paid search audience already has the intent to buy or learn more about your product.

Apart from the benefit of having qualified traffic, pay-per-click (PPC) advertising has many other positives. First off, it is easy to start. Setting up your account is simple; you can start off with a budget that you are comfortable spending. Secondly, PPC offers flexibility. You can test out different versions of ad copy, headlines, and call-to-actions. Lastly, paid ads are great way for increasing brand awareness. Even if people don’t click on your ad, just showing up in the search results for your key terms builds trust factor and brand recognition.

However, there are challenges involved in paid advertising. With more marketers turning to PPC advertising, the paid search space is becoming  competitive. Leer más “5 Tips to Better Optimize Your PPC Budget”

The company behind the brand: in reputation we trust

Our study confirms that consumers make purchase decisions based on company reputation, not just on the goods or services they buy. The consuming public makes it their business to know who sells products / services they like by checking labels, doing research and showing displeasure if the company behind the brand is not readily apparent. Consumers are no longer passive or in the dark. They are in the driver’s seat. Whether they are steered by where goods are manufactured, how employees are treated, what a company is doing for (or to) the environment or a host of other reasons, consumers made it abundantly clear in our survey that they want to know where their money is going and who they are supporting by buying their goods. In this new decade of financial constraints where consumers feel that they have far less say over their economic futures than they did years ago, consumers are taking greater control over what brands they buy. They now consider
themselves rightful investors in the companies they choose to support…


http://www.webershandwick.es | Weber Shandwick es el líder mundial de las agencias de comunicación RETHINKING

CORPORATE REPUTATION

Brand

Monumental shifts in the reputation landscape today are transforming how and what companies communicate. Radical changes caused by the internet, globalisation, NGOs/third parties, diminishing returns on traditional media, a more demanding general public and increasing social activism have created a new dynamic where the company behind the brand is becoming as or more important than individual brands themselves.

As consumers around the world have greater online access to a brand’s lineage, the influence of the brand “parent” or company behind the brand matters even more. In this uncertain climate, consumers expect more from leading companies and have no trouble boycotting those that fail to live up to new standards.

At the same time, leaders need to know how to do business in an environment where consumers are not just purchasing their products or services on their own merits, but are also shopping by company reputation. The mounting convergence of brand and corporate reputation revealed in our study ushers in a new era of marketing communications.

http://www.webershandwick.es/web/app/public/reports/InRepWeTrust_r12.pdf