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”

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

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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


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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:

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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”