Scott McKelvey Copywriting & Marketing

AI and Humans Have Made FAQs Cool Again

Thu, 16 Apr 2026 12:21:31 GMT

Summary: Over the years, the value of frequently asked questions (FAQs) has been debatable. Did they really ever provide meaningful information for potential clients or boost search rankings? Given the shift in how people seek information and their growing reliance on AI to find information, I’ve become a believer in FAQs. Here’s why:

FAQs deliver the kind of content that both humans and AI want.
FAQs provide conversational, plain-language answers to conversational, plain-language questions.
FAQs provide clarity about your brand.
FAQs help establish authority.

FAQs are making a comeback because they increase the likelihood of showing up in AI Overviews and answers with the information humans want and need.

Full disclosure, I always thought FAQs were overrated. They made sense for a lot of companies, but most seemed to create FAQs to check a box because everyone else was doing it.

Although FAQs were said to be valuable content for traditional SEO beginning around 2019, the average FAQ page or section was a keyword-stuffed mess.

It was 2010 all over again.

In 2023, Google responded by reducing FAQ visibility in search results and removing rich snippets that were cluttered or abused.

Then I saw AI. Now I’m a believer (points if you get the reference).

I believe in FAQs with one simple caveat. They have to be used to answer actual client questions with helpful information.

Not self-promotional, keyword-stuffed drivel.

Why the change of heart?

There’s been a clear shift in how people seek information and the emergence of AI as a research and discovery tool.

FAQs deliver the kind of content that both humans and AI want.

Humans want relevant, useful explanations that are simple and digestible, but also provide enough substance and context to give them confidence in the answer.

Old search primarily used keywords to rank full web pages with a list of blue links.

Modern search and AI generate answers based on relevant chunks of content from credible sources.

Every FAQ is a chunk that could be discovered and cited by AI.

FAQs provide conversational, plain-language answers to conversational, plain-language questions.

When people use search engines and AI, they don’t type keywords. They ask questions.

They ask what something is, where something is, how something works, how to do something, and what’s the difference between this thing and that thing.

They ask for recommendations, options, and solutions to problems.

This is especially true for voice search. I’m not sure if my 12-year-old daughter has ever typed a word into Google. She talks to it and asks questions.

FAQs provide clarity about your brand.

Clarity is the most important characteristic of effective marketing content. You provide clarity and overcome confusion and doubt by answering questions.

FAQs allow you to clearly and concisely answer questions about what you do, who you serve, what your areas of expertise are, how you’re different, how you operate, how much your services cost, what your core values are, and what results and outcomes you deliver.

One question at a time. One answer at a time. No fluff, no distractions, no BS.

If someone asks AI questions about your brand instead of going to your website, there’s a good chance AI will go directly to the source for answers.

If you don’t provide clear answers to these questions, AI will piece together answers based on what’s out there, possibly from other sources.

That’s a risky proposition.

FAQs help establish authority.

Answering questions about issues that matter to your audience in a structured format makes it easier for AI to understand your expertise.

These authority signals build trust and credibility. They reinforce what you do and who you serve. This makes AI more likely to cite your content.

Once you’ve answered someone’s question and demonstrated knowledge and expertise in a way that’s clear and helpful, they’ll be more likely to buy from you or refer you when the time comes.

That’s not revolutionary. That’s marketing 101, but with human and AI alignment.

If you need help identifying and creating FAQs that serve a strategic purpose by appealing to humans and AI, let’s talk .

AI Digs LinkedIn: New Research Shows Why Content Is Getting Cited by AI

Tue, 31 Mar 2026 20:17:43 GMT

Summary: New data shows AI loves to cite LinkedIn articles and posts in response to user queries. In this article, I explore why that's happening, how these insights can inform your content strategies, and how these findings align with LinkedIn's approach to creating a human-centered experience.

How do I get my content cited by AI?

That’s the million-dollar question. And you’ll get a bunch of different answers depending on who you ask (there’s no single answer or magic bullet), when you ask (AI is constantly evolving), and what AI platform you use (each one works differently).

But recent data and trends have shown that AI loves to cite LinkedIn in its responses. In fact, about 14% of all Google AI Mode and ChatGPT Search responses cite LinkedIn.

Why?

Authors of cited LinkedIn content are credible, trustworthy professionals whose expertise, authority, and authenticity are verifiable.
AI loves fresh content, and original posts and articles are constantly published on LinkedIn by reputable people and brands.
Content is highly structured and easy for AI tools to understand.
LinkedIn values human experience and connection over AI slop.

Semrush analyzed 89,000 LinkedIn URLs cited by ChatGPT Search, Google AI Mode, and Perplexity to get a better sense of what types of content are trusted by AI and what brands can do to improve AI visibility.

Here are key data points and takeaways from this study, along with other recent research and related news, that you should consider if you want to win with LinkedIn and AI.

LinkedIn Is the Second Most Cited Domain by AI

Semrush found that LinkedIn ranks right behind Reddit and ahead of Wikipedia, YouTube, Medium, top social platforms, and major business and scientific publishers.

In other words, when people ask AI questions, AI frequently responds by citing information from LinkedIn posts, long-form articles, and newsletters.

This is reinforced by a separate study from Profound , which found that LinkedIn is the most cited domain for professional queries in AI search.

Professional queries involve questions about companies, individual professionals, various types of expertise, and issues facing certain industries

This research states that LinkedIn jumped from outside the top 20 in November all the way to number 1 in February.

The bottom line is that people are asking AI questions, and AI is using LinkedIn content more than ever to generate answers.

I expect this to continue as LinkedIn and AI continue to get better at identifying valuable content and ignoring the noise of generic, puddle-deep content.

LinkedIn Articles and Posts Dominate

Depending on the AI platform, LinkedIn articles account for 50-66% of cited LinkedIn content. LinkedIn feed posts make up 15-28%.

AI loves content that delivers comprehensive yet focused answers to questions. At the same time, shorter LinkedIn feed posts are trending upward in AI citations, according to the Semrush study's authors.

Interestingly, longer articles of more than 2,000 words have a larger share of AI citations (13-22%) than shorter articles under 500 words (6-11%).

When it comes to LinkedIn posts, the sweet spot is 50-300 words (72-75%). The numbers fall off a cliff when you go past 300 words (16-22%).

Build your content around your most common customer questions – the same ones they’re asking AI – to become a trusted resource for the information your audience wants.

My thought on word count is this – content should be as long as it takes to make your point clearly, powerfully, and comprehensively.

If that takes you past 300 words, write an article. Then turn the most compelling parts of that article into shorter posts.

Helpful Content and Consistent Posting Matters

Most LinkedIn content (55-65%) focuses on sharing knowledge and advice, compared to just 15-25% for self-promotional content about a product or service.

When people need questions answered, AI tools are capable of separating helpful substance from self-serving sales pitches.

Authors who frequently post capture a massive 72-78% share of AI citations. Frequency matters for long-form articles as well, but not quite as much (59-72%).

The more content you share on LinkedIn, the more opportunities you give AI to cite your content.

You Don’t Have to Be a Big Name or Go Viral to Get Noticed by AI

Think AI is biased towards the Gary Vaynerchuks and Tony Robbinses of the world? Nope.

LinkedIn success isn’t reserved for billionaires and celebrities. Frequent posters who demonstrate real expertise and have a moderate following can get their LinkedIn content cited by AI.

In fact, people with fewer than 500 followers are just as likely to be cited as those with more than 500.

And you don’t have to chase reactions, comments, and shares to get noticed by AI. The median engagement for LinkedIn posts cited by AI is 15-25 reactions and one comment!

When it comes to LinkedIn and AI, it’s more about content quality, relevant answers to questions, and author credibility and expertise than big names and viral moments.

LinkedIn: “AI can scale discovery… Humans keep it credible.”

Here’s the full quote in a post from LinkedIn Corporate Communications earlier this month:

“The alchemy that makes a great LinkedIn experience starts at the intersection of AI and humans. AI can scale discovery, build powerful relevance and process at super-human speeds. Humans keep it credible.”

The point here is that LinkedIn, which has evolved into such a powerful thought leadership platform, isn’t relying solely on AI to shape the user experience.

LinkedIn employs “over 150 editors and creator managers” to work with the technology team to curate news, conversations, and content.

As the LinkedIn team states:

“… we don’t lose sight of why people come to LinkedIn in the first place: the human connection. The value of learning from real experts, gaining insight from lived experience and building meaningful connections is fundamental in an era of undifferentiated AI content.”

This approach is working. Just ask AI.

Keep that in mind as you create content for your ideal client.

Humans First. Everything Else Second.

Every discussion involving AI brings me back to this.

I’ve said many times that you can never go wrong developing meaningful content that:

Helps people by answering questions and providing solutions to real-world problems.
Delivers value and unique, relevant insights.
Shows what you know, who you are, and what you stand for.
Captures your distinctive voice and perspective.
Creates moments of human connection.

Besides making money, the top priority of every AI platform is to respond to queries with the most relevant, helpful information.

The perfect answer. Every time. That’s the goal.

Focus your energy on creating content that speaks to the wants, needs, challenges, concerns, aspirations, and priorities of your ideal client.

This not only helps you earn AI’s trust, but also ensures that the content people discover through LinkedIn, email, blogs, trade publications, and social media is helpful and relevant.

AI is the shiny new object, but it’s not the only way to get your content in front of people you want to do business with.

“People” is the key word in that sentence.

Learn as much as you can about how AI and search evolve. Structure your content in a way that appeals to humans and machines (you can do both).

But don’t obsess over LLMs and algorithms.

Obsess over your ideal client and how you can help them, regardless of where or how they find you.

20 Years Ago, ScottMcKelvey.com Went Live

Mon, 16 Mar 2026 12:23:10 GMT

As creative director for a group of New Jersey radio stations, advertisers were asking me to do a bunch of side projects. Websites, video scripts, brochures.

I figured, “What the hell, I’ll throw up a website and see if I can make a little extra money.”

That happened on St. Patrick’s Day of 2006.

The next year, I made the jump to New York as creative director for a new national online audio advertising network. That went off the rails a few years later around the same time my daughter, Caitlin, was born. A brief return to New Jersey radio went worse.

So I started taking steps to elevate my side gig to a full-time business.

In June of 2013, right after my daughter, Cassidy, was born, I made the leap. I walked away from a part-time consulting role to become my own boss.

Despite the pandemic, a healthy dose of AI sampling, and uncertainty and pulling back across the board in 2025, I never pivoted. I believed in what I was doing.

If you read my blogs from 10 years ago, you’ll see that I followed the same approach back then that I do today.

Write for humans first and everything else second.
Focus on the needs, wants, and aspirations of the audience, not sales pitches and self-promotion.
Do the heavy lifting before the writing happens to make sure the message is meaningful and relevant.
Write the way people talk in everyday conversation.
Show people what you stand for so they don’t just believe you – they believe in you.

Ultimately, I chose to stay the course. That can be just as hard as changing direction.

The website and logo have changed a few times, but who I am and what I believe have not. I’m proud of that.

This St. Patrick’s Day, I’m raising a pint at the palatial estates of SM C&M with my wife, Kelly, and getting mocktails for Caitlin and Cassidy, now 15 and 13, to celebrate 20 years.

I appreciate your support and hope you’ll join us for the next chapter.

Thought Leadership Research: Data that Validates Impact and Tells You if You’re Doing It Right

Wed, 04 Feb 2026 00:29:20 GMT

Summary: Data has proven that thought leadership influences decision makers, attracts new clients, and retains existing clients. In this article, I recap key findings from the two most recent Edelman-LinkedIn B2B Thought Leadership Impact Reports. I'll discuss data and takeaways about:

Thought leadership's trustworthiness.
How thought leadership changes thinking and behavior.
Thought leadership consumption.
Thought leadership perceptions.
How thought leadership makes people think differently.
Preferred thought leadership tone and language.

These reports provide valuable insights into the impact of thought leadership on those who are not actively seeking products and services, as well as hidden decision makers who marketers often overlook.

When I read the Edelman-LinkedIn B2B Thought Leadership Impact Report for the first time back in 2019, it validated much of what I believed about thought leadership with hard data from actual decision makers.

I wrote a blog about that report , made it the centerpiece of my first webinar , and revisited the 2024 report in another blog.

Count me in as a believer.

What Is Thought Leadership?

Everyone has their own definition, but here’s mine:

Thought leadership is the sharing of insights, information, and/or innovative ideas that reflect the knowledge, perspective, and unique voice of an authority figure in a particular field.

When I’m asked what type of content is in my wheelhouse, I always point to thought leadership. Here's why.

Thought leadership is about helping your audience and adding value to their lives, not selling.

It shows you understand their problems and how to solve them. It also provides a window into who you are as an individual and a brand.

Selfishly, I enjoy the process – tapping into a subject matter expert’s knowledge and passion, capturing their voice, and telling their story in a way that aligns with business goals and creates moments of human connection.

Most importantly, thought leadership just plain works.

Let’s quickly recap the 2024 report and take a look at an interesting new wrinkle in the 2025 report.

Key Takeaways from the 2024 Report

The first report I read before the pandemic focused on how thought leadership is consumed, valued, and perceived, and its impact on decision making.

The 2024 Edelman-LinkedIn B2B Thought Leadership Impact Report reinforced many of these points but shifted the focus to decision makers who weren’t necessarily seeking new products or services.

That’s because thought leadership isn’t just about introducing your ideal client to new solutions or making them gush about your brand.

It’s about introducing them to challenges they’re not considering and rethinking strategies for overcoming them.

Data on Thought Leadership’s Trustworthiness

More than seven in 10 decision makers said an organization’s thought leadership content is more trustworthy than marketing materials and product sheets when it comes to evaluating capabilities.

Takeaway

From my view, thought leadership is 100% a form of marketing, so I disagree with the premise and framing of the question.

But this is about perception. And you know what they say about perception.

People don’t see thought leadership as marketing or selling. They see it as helping, providing value, and sharing insight.

If one is all about me, and another is all about you, which matters more?

Data on How Thought Leadership Changes Thinking and Behavior

More than three-quarters of decision makers and C-suite executives said thought leadership led them to research a product or service they weren’t previously considering .

Six in 10 of these respondents said thought leadership made them realize their organization was missing out on a significant business opportunity.

Nine in 10 decision makers and C-suite executives said they were more receptive to sales or marketing from a company that consistently produced high-quality thought leadership.

70% said thought leadership led them to question whether they should continue working with an existing provider .

54% said thought leadership made them realize other companies had a better understanding of their challenges .

Takeaway

Thought leadership challenges the status quo and changes behavior. It makes people rethink and reassess.

It demonstrates your value, insights, and approach, but it also exposes your audience’s weaknesses and threats.

And it helps you get in the door.

But thought leadership also reassures your clients of your value and prevents them from seeking other options for the same reasons.

The 2025 Report: The Hidden Impact of Hidden Decision Makers

The 2025 Edelman-LinkedIn B2B Thought Leadership Impact Report added an interesting new wrinkle to the thought leadership conversation – hidden decision makers who aren’t necessarily targeted by marketers but carry a lot of weight in decision making.

While target decision makers have the final say, hidden decision makers are defined as people who are involved in the final decision-making process but don’t necessarily have in-depth knowledge of the product. They might come from finance, operations, legal, procurement, etc.

The 2025 report revealed that hidden decision makers are influenced by thought leadership, which then influences their contributions to the decision-making process.

Data on Thought Leadership Consumption

64% of target decision makers and 63% of hidden decision makers spend more than an hour per week on average consuming thought leadership .

56% of target decision makers and 55% of hidden decision makers use thought leadership to evaluate vendors .

71% of hidden decision makers have little or no interaction with sales .

Takeaway

When B2B deals don’t make it to the finish line, a major cause is often internal misalignment with the buyer.

More specifically, hidden decision makers who influence purchases are overlooked by marketers.

They actively research solutions to their company’s problems, but they’re rarely involved in the sales process or exposed to marketing. They're harder to reach.

Thought leadership represents an opportunity to engage this influential group.

Data on Thought Leadership Perceptions

95% of hidden decision makers said strong thought leadership makes them more receptive to sales and marketing outreach .

71% said thought leadership is more effective than conventional marketing or sales materials at demonstrating value.

64% trust thought leadership more than marketing materials and product sheets when assessing capabilities and competencies.

35% said a C-suite executive encouraged them to consider a specific vendor after engaging with that vendor’s thought leadership.

Takeaway

Again, thought leadership is marketing. But it’s not perceived that way.

It’s more trustworthy and carries more weight than “conventional” marketing and sales.

Unlike target decision makers, hidden decision makers have little if any direct contact with a provider or vendor.

Thought leadership opens doors and helps to establish a connection with these internal influencers, often at the request of the people in charge.

And it turns them into advocates for your brand.

Data on Thought Leadership that Makes People Think Differently

91% of hidden decision makers said they value thought leadership that helps them uncover challenges or needs they hadn’t recognized .

86% want fresh perspectives and ideas that challenge assumptions , not just validation.

73% said thought leadership is one of the best ways to preview the type and caliber of thinking an organization brings to the table.

53% said brand recognition matters less when thought leadership hits the target .

Takeaway

Vanilla won’t cut it. Generic AI slop dressed up as thought leadership won’t cut it either.

I’ve often said that the two best comments I hear from clients are “Nobody ever asked me that” and “I never thought about it that way.”

That proves I’m delivering value beyond what they’re getting from other sources. It's the very definition of differentiation.

That’s what thought leadership should do.

When you bring a distinctive voice and fresh takes on issues that matter, you don’t have to be famous to be remembered, respected, and hired.

Think of thought leadership as your opportunity to level the playing field with bigger names.

Take a stand. Push boundaries. Get people to think differently, as a genius ad once told us .

“…you can quote them, disagree with them, glorify or vilify them. About the only thing you can't do is ignore them… because they change things. They push the human race forward.”

Data on Thought Leadership Tone and Language

57% of hidden decision makers prefer accessible insights and quick takeaways over deep, academic-style content.

65% want a more human, less formal tone over an intellectual one.

Takeaway

This isn’t new or a surprise, especially for someone who probably isn’t a subject matter expert.

Of course, the ultimate decision maker is often someone who doesn’t know every technical detail about products and services. They could be in charge because of their leadership style or ability to manage the business side of things.

Make your insights and ideas easy to understand for every audience. Use plain language.

Write the way you talk. Naturally (my favorite David Ogilvy quote).

When your message is approachable, your brand will be perceived as more approachable, too.

Final Thoughts

It’s never been easier to generate content. Just type a few words into a little white box.

Crafting true thought leadership is a different animal.

It’s a learned discipline that requires self-awareness, deep understanding of the audience, a distinct voice, fresh perspectives, strategic storytelling, and the willingness and inspiration to say what you feel and believe.

Whether you’re talking to the person with the final say or others who help decide “yes” or “no,” you’re not selling features and functionality.

You’re helping them and taking a stand with real-world solutions to real-word problems.

You’re making a human connection driven by emotion and backed up with sound reason and logic.

That’s how you turn thought leadership from a nice article on LinkedIn with a few likes and comments into strategic marketing content that wins business.

Storytelling Is Differentiation

Wed, 07 Jan 2026 18:44:29 GMT

Summary: In an age of generic AI slop, your brand's stories have never been more valuable. In this article, I'll discuss why storytelling is a competitive differentiator in a hyper-competitive marketplace. When all things are seemingly equal, your stories are completely your own and create moments of human connection with the people you want to do business with.

I remember going with an agency partner to visit the owner of a commercial roofing company to discuss their website content and print collateral.

He was reciting the standard cliches – great customer service, operate with integrity, expert team, in business for 40 years.

Pretty much the same generic emptiness that most business owners use to pollute their message.

In his defense, decades of exposure to bad marketing, and “consultants” who just rubber stamped whatever he wanted, had conditioned him to believe this was actually good marketing.

After about five minutes, I stopped him.

I said, “Forget about the website for a minute. Forget about marketing. Tell me how you got started in this business.”

He leaned forward in his chair, raised his eyebrows and said, “Well, ever since I could walk, I’ve been up on a roof.”

BAM.

That simple, authentic comment became the subhead for sections of his About page and company brochure.

That one statement validated his experience and passion for the work in the most natural, relatable way, not with marketing-speak.

He went on to tell a story about how he grew up in the roofing business, visiting job sites with his grandfather.

One may question allowing a young child to walk around on a roof. But the point here is that his story was a powerful differentiator.

Why Is Storytelling a Competitive Differentiator?

When all other things are seemingly equal in terms of products, services, and capabilities, your story is the one thing that’s completely your own.

And it could be the differentiator that causes someone to choose you over competitors, or at least give you serious consideration.

In an age of a never-ending avalanche of AI slop, your stories have never been more valuable.

AI can’t get into your memory, your mind, and your heart.

It doesn’t know how and why you started your business.

It has no idea how you solved a complex client problem.

It wasn’t there to see the joy, relief, satisfaction, or excitement of your clients.

It doesn’t understand your client’s pain and adversity or how you overcame them.

These stories are yours and yours alone.

AI doesn't have them. Your competitors don’t have them.

More importantly, your ideal client cares about them.

You might just need a human to help you uncover and tell your stories in a way that aligns with business goals and creates moments of human connection.

That's the difference between a nice story and strategic storytelling as marketing and thought leadership.

Spoiler: That’s what I do.

So tell your stories. Share the facts, but focus on the feels.

Because storytelling is differentiation.

Need help developing a storytelling strategy and telling your stories to support your business goals? Let’s talk .

The Path Forward for Content Marketing: Human Connection

Wed, 03 Dec 2025 21:36:25 GMT

Summary: The content explosion of the last two years is eerily similar to the explosion that accompanied the emergence of blogs and social media, and not in a good way. In this article, I explain why brands that win with content marketing will focus on creating moments of human connection based on what matters most to their audience.

I have to admit that the content marketing landscape had me feeling a little deflated this year.

First, let's rewind about 15 years when the emergence of blogs gave everyone access to their own publishing platform. Social media provided a powerful new distribution channel.

Then we were flooded with templated, keyword-stuffed content created for search algorithms and supplied by content writing mills.

“Getting found is great,” I said at the time. “But what happens when people actually click through and find low-quality, low-value drivel? How does that serve your audience or your brand?

Fast forward to today, as the emergence of AI allows anyone to enter a few words into a little white box and magically create content in a matter of seconds.

Today’s flood is exponentially larger and deeper. Machines use what others have already published to generate content with no distinctive voice, no real-world stories, and no unique insights.

“Creating a lot of content quickly and inexpensively is great,” I say. “But what happens when people actually see that your generic content sounds like everyone else? How does that serve your audience or your brand?”

You know what they say about the more things change. Sigh.

Then I read these two articles within 24 hours. Both energized me.

In many ways, they reinforce exactly what I’ve been saying for the last two years to anyone who would listen.

I wanted to share them here and offer my own take on what it takes to win with content marketing.

Moments of Insight and Inspiration

The first is an article by Robert Rose for Content Marketing Institute: These 3 Rs Will Define Marketing in 2026 .

Here are excerpts that made me high five my laptop.

“Many marketers tell themselves a story about why the work isn’t landing the way it used to. They say it’s a measurement or a technology problem…

Despite all the dashboards, algorithms, and generative AI hype, the emotional center of marketing has moved to something most brands still treat as a side project: people…

…we must rehumanize the practice of marketing. That won’t happen by abandoning the tools that make us effective (or more efficient), but by redirecting those tools to help people focus on resonance, realness, and relationships — in other words, the things that matter now.

Those three Rs are a reminder that the future of marketing will belong to organizations that invest in people who know how to connect and that design for humanity rather than merely for efficiency.

Marketing must become more human because the world now requires it.”

The second is an article by Geoff Thomas for Marketing Profs (free subscription required): Five Shifts to Help B2B Marketers Stop Marketing Like a Machine .

Here are a few excerpts that made me say, “Yes! What he said!”

“A lot of B2B marketing these days feels like it's coming off an assembly line: launch a campaign, push out necessary emails, track clicks, and hope something useful shakes loose.

But your buyers are not data points. They're people with goals, anxieties, ambitions, and careers on the line.

The future of B2B marketing is not about scaling faster; it's about connecting deeper. Buyers want more than messages – they want meaning…

When you stop marketing like a machine and start showing up like a human, prospects stop seeing you as just another vendor. They start seeing you as someone they can trust.

And trust closes deals.”

Cheap and Easy Doesn’t Make It Right

Too many organizations and individuals have jumped on the content marketing bandwagon because it’s never been cheaper and easier to crank out content.

There may not be a clear business objective or strategy, a defined brand voice, a core messaging framework, or structured content development and distribution plans, but who cares?

There may not be anything unique or insightful, but who cares?

It’s cheap and easy, and everyone else is doing it. All we need to be content creators is a free app!

For the Sake of Humanity

Brands that win in this new reality won’t focus on volume. They won’t get bogged down with the mechanics of the old-school SEO playbook. They won’t waste time with vanity metrics like clicks and traffic.

They’ll focus on what really matters to the people they want to do business with.

What matters more than anything is the feeling that someone gets them.

People want:

Challenges understood. Concerns heard.
Core values shared. Priorities aligned.
Capabilities validated. Value substantiated.
Doubt removed. Trust earned.
Problems solved. Impact demonstrated.

How do you show your ideal client that you truly get them?

With human storytelling. Real human experiences. Human insights. Human emotion. Human empathy. Human, everyday language.

Show that you respect humans – those who work with you and for you, and those who you expect to give you money for your product or service.

Instead of cranking out as much content as possible as quickly as possible, focus on content that creates moments of human connection.

These moments then blossom into meaningful human relationships that – wait for it – lead to sustainable growth and profitability.

Not because you tried to force-feed them an all-you-can-eat smorgasbord of content. Not because you tried to sell them something. Not because you “drove traffic.”

You build human relationships by delivering value and substance. Speaking directly to the wants, needs, and aspirations of your audience. Telling your story in a way that’s real.

When content marketing focuses on human connection, people will choose to work with you not only because it’s the logical choice, but because it feels right.

Because it makes sense.

Because you get them.

Because they don’t just believe you. They’ll believe in you. That’s the ultimate competitive differentiator in a sea of brands that seem to be satisfied with sameness.

By all means, use technology to work smarter and more efficiently. But not at the expense of human connection.

When you seek connections, not transactions, you win business and loyalty for all the right reasons.

That’s the choice you have to make.

Your move.

In an Age of Bullet Points, Prioritize Your Stories

Wed, 22 Oct 2025 13:14:32 GMT

Summary: Everywhere you look, a search or AI "expert" tells you to structure your content in bullet-point form. This obsession with bullet points overlooks how strategic storytelling delivers value to your ideal client, which leads to action and impact. In this article, I discuss how stories:

Provide context and clarity.
Demonstrate how and why.
Engage your audience on a deeper level.
Can be structured in a way that’s easy to absorb.

Since content marketing became a thing about 15 years ago, bullet points have been the darling of brands and publishers.

Seriously, how many listicles bombarded our social feeds and inboxes back in the day?

In terms of practicality and user experience, bullet points can be quickly scanned to find what’s relevant or important.

Smaller chunks of neatly structured information are easier to remember and understand. That’s why “chunking” is widely used in learning and project management.

It’s the same reason bullet points can help with search engine optimization (SEO) and generative engine optimization (GEO). Structured content is easier to process and parse when generating responses to search and AI queries.

But you shouldn’t be satisfied with content that’s easy to scan and absorb, whether by humans or machines.

Content needs to provide value to the reader – and demonstrate value to search engines and AI – if it’s going to deliver value to your organization.

Value leads to informed, decisive action, which leads to impact on your bottom line.

Here are a few reasons why stories take your content from value to action to impact in a way simple bullet points alone cannot.

Context and Clarity

Bullet points tend to oversimplify things. They leave too much room for interpretation. And misinterpretation .

This can muddle your message and leave it short on substance. Both create doubt and confusion in the mind of reader.

Building a narrative around your bullet points, whether individually or collectively, provides valuable context that creates clarity.

Stories back up what you say with logic, data, and real-world experiences. They capture nuances that make your message more relevant and make your perspective unique.

Without full context, you risk leaving the message incomplete, the reader unfulfilled, and your business goals unmet.

How and Why

If you have a very simple list of products, features, or steps, it makes sense to present them in bullet-point format, not in a long sentence separated by commas.

But even simple bullets typically need to be explained in greater detail to communicate their relevance and value.

And the how and why are always more compelling and convincing than the who, what, and where.

Make each bullet a subheading with its own short story.

Why is this point important?

How does it create value?

Why are you able to relate to and empathize with the challenges of your audience?

How are you uniquely qualified to help them overcome those challenges?

If you want people to see your organization as a viable partner and a solution to a real-world problem, get beyond items in a list and tell a story that conveys the deeper how and why.

Emotional and Intellectual Engagement

Bullet points are mostly fact-based statements or phrases. They’re inherently short to make them easy for the reader to absorb and remember.

Your story, written with context to communicate how and why, allows you to connect with your audience on an emotional and intellectual level.

How would the experience of working with your organization make someone feel?

How would the outcome of working with your organization make someone feel?

What thoughts, behaviors, and processes make that experience and outcome possible?

What strategies and insights inform your approach?

How is this approach different from your competition?

What common client obstacles can you address?

Stories connect facts and data with your vision, values, and culture and the wants, needs, and aspirations of your ideal client.

You’ll show not only what you do, but how you do it, who you are, and what you believe in.

Storytelling lends itself to deeper engagement with your audience, who can then make decisions with clarity and confidence.

You can still structure your story-rich content in a way that’s easy to absorb.

Content doesn't have to be presented in big blocks of text to tell a story.

Create a summary at the beginning of your content. You can even include a bullet-point list that previews key points to set a clear expectation of what your content will cover and why it’s worth reading.

You can then focus the meat of your content on the narrative, while structuring the narrative for easy consumption.

Use headings and subheads to break up the story by key points.

Bold key phrases, thought-provoking statements, and important takeaways to draw the reader’s eyes to critical messaging.

In addition to making your content easier on the human brain, these simple steps – summary, headings/subheads, bold key points – will make your content more SEO-friendly and GEO-friendly.

But your stories, and the humans who read them, are still the priority.

Because stories provide context, make your message more compelling, and engage readers on a deeper level.

That’s how you transform your content from easy-to-scan words on a page to a valuable, relevant message that delivers impact for the reader and your organization.

Need help identifying and telling compelling stories that demonstrate value and lead to action and impact? Let's talk .

Webinar: How to Craft Stories of Impact that Resonate with Donors

Thu, 09 Oct 2025 01:07:36 GMT

I was invited my friends and long-term clients at Eleo Donor Management Software to present a free webinar for the small nonprofit community.

The webinar focuses on what donors expect to see from their gifts – impact – and how real-world storytelling connects with people on an emotional level and supports fundraising goals.

I shared insights into:

The importance of sharing stories of impact.
Why the stories behind the numbers matter.
How multiple perspectives add layers of interest to stories.
The basic structure of stories that create moments of human connection.

Learn to develop authentic stories that show how nonprofits make a difference and inspire donors to give with clarity and confidence!

Although the webinar is geared towards small nonprofits, many of the concepts and tips can be applied to small business case studies and client success stories.

Watch the webinar

Finding Data to Support Thought Leadership: Are You Placing Too Much Trust in AI?

Wed, 10 Sep 2025 23:30:31 GMT

When I incorporate data into any content, especially thought leadership, I only use recent data from the original source.

And the original source must be reliable and trustworthy.

Based on my experience with ChatGPT and Gemini, artificial intelligence (AI) doesn’t follow the same standards.

The important question here is, are you placing too much trust in AI?

Here are two recent examples (there are more) from my world, just in the past two weeks.

Example 1: Allow Me to Correct Myself

I was working on a thought leadership article about marketing for the construction industry.

I asked ChatGPT for data about the effectiveness of marketing for the specific audience of this piece.

ChatGPT cited dozens of data points. None of the sources were reliable or even explained their methodology.

Not a single one.

I tightened up the prompt to limit the response to original, well-established sources.

Still, not a single reliable source.

So I tried Gemini, which cited a compelling data point with a reliable source. I went to the source but couldn’t find the data point.

Thinking I might be looking in the wrong place, I asked Gemini for a link.

Gemini said the statement it had generated was incorrect . The data point referred to marketing in general and was not construction industry specific.

For the same piece, Gemini cited another data point used by multiple articles about construction marketing.

When I asked for a link to the original source, Gemini said that there was no record of the actual study that produced the data point.

Apparently, someone either made it up or the study was pulled. Multiple recent articles ran with it but didn’t link to the non-existent study.

AI did the exact same thing.

Example 2: Dated Data

A client’s marketing department sent me a rough draft for a technology-focused thought leadership article generated by AI.

Not a fan of this approach, but it was at least based on an internal interview with a subject matter expert, not a generic prompt to “write an article about XYZ.”

The AI-generated draft included several data points that strengthened the core message of the article.

A quick search revealed that the data points were based on research from 2005, 2015, and 2016 .

As a point of reference, the iPhone was introduced in 2007. Windows 10 launched in 2016 and will no longer receive support in about a month.

Again, this data was included in a thought leadership piece about technology .

This is a pretty big company. Could you imagine if the article was published without checking the data and someone called them on it?

Trust to a Fault?

I recently partnered with Propellic, an AI-first travel marketing agency, to write a report on a behavioral research study about AI’s impact on travel planning and booking.

Groundbreaking stuff, by the way.

One thing that jumped out at me is the trust people expressed across the board in the information generated by AI when researching and planning trips and activities.

This study was specific to the travel industry, and it obviously isn’t the same as citing data in thought leadership. But it got me thinking about the level of trust in AI-generated responses.

My concern is that organizations are using AI as a shortcut for content generation rather than a tool that adds value to the process and the actual content.

It’s not just that they aren’t fact-checking AI.

They’re not even questioning it.

Remember, AI scours the internet for information to generate responses to our queries.

Based on my experience, AI takes a “something is better than nothing” approach when generating responses.

Even when something hasn’t been checked for accuracy or trustworthiness.

The internet isn’t exactly a bastion of truth, and AI readily admits that it gets things wrong.

Trust but verify? Fine.

Blindly trust? Big risk.

Using AI Responsibly and Efficiently to Gather Data

I still use AI to gather data to support the content I write for clients, whether thought leadership, website content, impact reports, or case studies.

AI allows me to be very specific with my criteria and standards. It also generates a list of data points with brief summaries instead of forcing me to click through a bunch of blue links.

The goal is efficiency, not shortcuts. Big difference.

Specificity is key to achieving that efficiency. Prompting needs to be specific for AI to generate relevant responses.

But accuracy and truth are paramount.

The data we hope to find might not exist, or the existing data might not be trustworthy or reliable.

To maintain the integrity of our content and brand, we may need to find another way to make our case instead of settling for whatever “something” AI generates.

Brands need to do better. AI needs to be trained to do better.

Because lost trust is extremely difficult to regain.

Podcast: AI Optimization and the Impact of AI on SEO

Wed, 16 Jul 2025 21:21:19 GMT

I had a great time with Sean and Jonathan on the Persuasion by the Pint podcast ! In this episode, we discussed:

Beer, and I introduced them to Subculture Artisan Ales, a fantastic brewery in lovely Florence, NJ.
My journey from radio to full-time writer.
The importance of AI optimization and making marketing content discoverable by platforms like ChatGPT, Gemini, and Perplexity in AI overviews and answers.
How AI is affecting search engine optimization (SEO) and the search experience in general.

Thanks again for the invitation and conversation! Cheers!

Watch or listen to the podcast!

Stop the Hypocrisy About AI-Generated Content

Tue, 27 May 2025 20:30:23 GMT

Scroll through your LinkedIn feed and you’ll probably find more than a handful of posts from people who claim AI can’t do what they do.

“AI is generic,” they say.

“AI can’t capture the human element of what we do,” they say.

“AI doesn’t understand how we make people’s lives better,” they say.

Human vs. AI: A Content Reality Check

When you go to the LinkedIn profiles and websites of most AI bashers, you're likely to find generic, sterile, cliché-riddled content that’s no more human than a box of rocks.

The lesson here is that human-generated marketing content has been awful for a lot longer than AI-generated content.

If you settled for garbage from humans – whether as a marketer, writer, or business owner – why would you rail against AI for easily replicating and possibly improving upon that drivel?

Social media and DIY websites and publishing platforms led to an avalanche of bland content with little or no value, no depth, no distinct voice, no story, and no connection with the wants, needs, challenges, and aspirations of the audience.

Unless you’re feeding AI something new and unique, AI will simply rehash and repackage existing trash to generate the next wave of content. Which will quickly dwarf what’s been published in the past 20 years.

Honest Self-Reflection

Check your LinkedIn profile, website, social pages, and other marketing content. Is your human-written content any less generic or more human than something AI could produce based on a few words you enter into a little white box?

Be honest about your answer.

You can’t change what happened in the past. But you can make better decisions about what to do next.

Start by forgetting about any preconceived notions you may have about what marketing should say. Those preconceived notions are probably based on decades of exposure to bad marketing.

Consider seeking an outside, unbiased perspective from someone who isn’t afraid to tell you the truth. Stop clinging to "the way we've always done it," especially if that way doesn't serve you today.

And don’t assume people will be more open to working with an organization that produces inferior content just because a human typed the words.

How to Create Truly Human Content

Stop the AI hypocrisy and commit to developing a message that rises above 99% of what’s out there.

Commit to doing some serious heavy lifting before the writing happens to make your content worth reading and capable of producing leads.

Interviews. Research. Deep dives. Strategic planning.

Get beyond the standard questions that are used by every other organization to shape generic marketing messages.

The second and third layers of follow-up questions, and the unrehearsed, unfiltered responses, will bring to the surface what really matters to your ideal client.

Authentic stories. Verifiable information. Who you are as an individual and a brand. The value you deliver.

Then deliver your message in a way that's clear, believable, authentic, and focused on the needs of your audience.

That’s how you create moments of human connection that blossom into meaningful, profitable relationships.

It won’t matter that a human typed the words. The work you put into developing a message that moves people will be the real difference maker.

If you need guidance and fresh, objective input from someone who can help with both the heavy lifting and the actual writing, let’s talk .

Proof That You’ll Never Go Wrong Writing Content for Humans First

Wed, 30 Apr 2025 20:40:51 GMT

I’ve always been equal parts amused and nauseated when marketers have said to me, “The quality of the content isn’t that important. It’s just for SEO.”

They seemed to forget that the goal of being found in search results is to get someone to click. Which would take them to the garbage content that was dismissed as not very important.

I mean, if you’re compromising quality in the name of SEO (or speed or cost cutting), you’re missing the point.

I read an article from Search Engine Land last week about Google’s criteria for low-quality content, which obviously factors into search rankings. Without getting into the technical minutiae, here are some of the highlights.

Low-Effort Content

More attention is being paid to scaled, low-effort content – content created “with little effort or originality with no editing or manual curation.”

Generative AI is named as a tool used to create low-effort content.

Paraphrased Content

There’s a section called “MC [Main Content] Created with Little to No Effort, Little to No Originality, and Little to No Added Value for Website Visitors.” This basically refers to low-quality, paraphrased content.

Even if the original source of the content is cited, your content gets the lowest rating for being mostly copied, paraphrased, or AI-generated.

Filler Content

Filler content is defined as low-effort, low-relevance content that’s prominent on the page and does what the name implies – fills the page to pad the word count without offering any meaningful value.

It’s not enough to have content that isn’t harmful. More than simply using more words to give the illusion of authority, content has to be helpful. Or it could earn you a low rating and drop your search ranking.

Low Ratings

Ever heard the phrase, “the lowest of the low”? Yikes, if this applies to you.

Google states: “The Lowest rating applies if all or almost all of the MC on the page (including text, images, audio, videos, etc.) is copied, paraphrased, embedded, auto or AI generated, or reposted from other sources with little to no effort, little to no originality, and little to no added value for visitors to the website.”

If some of your main content is reused and you made the slightest effort to revise it, congratulations! You avoided the lowest rating.

But you’re still low. For now. And that’s not good.

Generative Engine Optimization (GEO)

Did you know 71.5% of users are using AI for search ? Only 14% use AI daily for search, but this could explain why Google’s global search market share dropped below 90% for six of the last seven months, according to Statcounter data.

That hasn’t happened since 2015.

Marketers need to recognize that more and more people are using AI to find information and have questions answered.

Quick, let’s crank out a GEO strategy so our content shows up on AI platforms!

As you untangle search algorithms, you’re also expected to figure out AI. Which is trying to figure out humans. Awesome.

I asked ChatGPT and Gemini about best practices for GEO. In addition to content structure (headings, subheads, and bullet points), I noticed a few best practices that sound eerily familiar:

Prioritize clarity. Provide direct, concise answers to common client questions.
Use simple, real-world language. Provide valuable information that shows authority but avoid overly complex jargon and long sentences.
Consider user intent. Instead of simply providing information, develop a message that addresses your audience’s reasons for seeking that information (pain points, anyone?). Go beyond what and show that you understand why.

This isn’t new.

Sounds to me like AI wants you to be human, sound human, and focus on helping other humans. Interestingly, neither ChatGPT nor Gemini suggested using their platform to develop this type of content. Google seems to discourage it.

Focus on the Long Game

For more than a decade, I’ve said that chasing search algorithms is a waste of time and resources. Same goes for AI.

The pace of change with AI runs circles around search. As soon as you think you’ve got it figured out, the “rules” change and you have to start over.

Let’s not lose sight of the ultimate goal of search engines and generative AI.

Search and AI are on a never-ending quest to understand human thought and intent and replicate human behavior. The goal is near-100% accuracy with maximum precision.

With this in mind, how could you go wrong by developing quality content that speaks directly to the wants, needs, challenges, and aspirations of your ideal client?

How could you go wrong by developing content that positions you as a trusted source of reliable information?

How could you go wrong with content that creates clarity, eliminates confusion and doubt, and provides specific solutions to specific problems?

Think of it this way. Do you really think search and AI want you trying to figure out how to beat the system? I’d argue that they want you to play the long game.

Even if you don’t check every box for the algorithm du jour, you’ll never get dinged for developing valuable, relevant content that your audience wants and needs. You'll probably be rewarded with more exposure.

It’s a future-proof, algorithm-proof, and technology-proof strategy.

Write for humans first and everything else second. Focus on creating moments of human connection. Today, tomorrow, and 10 years from now.

You’ll never go wrong.

The Comeback of an Old Friend: The Email Newsletter

Thu, 27 Mar 2025 14:28:41 GMT

The email newsletter isn't exactly perceived to be the flashiest marketing tactic.

Email has been around for more than 50 years and widely used for 30 years. Print newsletters have been around for hundreds of years.

Of course, email newsletters have evolved from text-heavy, digital replicas of print newsletters. The modern email newsletter is beautifully designed, mobile-friendly, and interactive, incorporating written stories, videos, photos, and more.

Technological advancements, automation, and AI have made distribution simpler, targeting more precise, and content more accessible. At the same time, strict data privacy regulations have created more transparency, a big positive for your audience.

Instead of chasing shiny new objects, it’s time to revisit the email newsletter as an opportunity to engage, inform, and nurture leads and existing clients. Forward-thinking organizations are also using internal newsletters to engage and inform teams, build a positive culture, and improve retention.

Let’s take a look at why email newsletters have experienced a rebirth in the past five years, even though they’ve been delivering exceptional results for much longer.

Direct, Reliable Delivery

Algorithms and filters determine whether your content will be seen in social media feeds and search results. The organic reach rate for company pages on LinkedIn, Facebook, and Instagram is in the low-to-middle single digits.

In other words, a very small percentage of followers and subscribers will see your content. Sure, there are ways to reach more of your followers, but you should expect to pay for the privilege.

On the other hand, a good email deliverability rate is 90-98% . Anything below 80% is considered a red flag.

Unlike the never-ending fool’s errand of attempting to solve algorithms, direct communication with your audience – people who chose to receive your emails and can opt out any time – means your content is far more likely to be seen.

Email gives you more control over who receives your content. And 89% of email users check their inbox multiple times per day.

That said, you should still share your newsletter and individual content pieces on social media. But if you want more people to see and engage with your content, why not email your newsletter directly to them?

Ownership and Control

You own your newsletter. You own your email list. You own your website. You own your landing pages. You own the content. You can customize and change everything as you see fit. And you don’t have to share any of them with competitors.

Social media is great, but the audience “belongs” to the platform, which can change its rules any time and welcome as many of your competitors as it likes.

Think of the perception of how people are labeled. On social media, you’re a follower or fan. If you receive a newsletter, you’re a subscriber or member. You’re invited to join.

There’s a sense of ownership for your audience, too.

A More Intimate Relationship

Your email newsletter comes from your email domain and your company. It includes thoughts and insights from your people, and stories about your team and clients. It’s not buried in a news feed between ads, memes, political rants, and other distractions.

This exclusive window into your organization creates a personal connection with each recipient. Think of your newsletter as exactly that – a letter from you to people who have made the choice to receive it.

When strategically developed newsletter lands in your audience’s inbox, it feels like it was crafted just for them.

Recipients of your newsletter have an opportunity to slow down, find the content that’s most relevant and interesting to them, or read every word and watch every second of your content.

The sender is just as important, perhaps even more important, than the subject line. In an age of data privacy concerns, you’ve earned your spot in that inbox. And people look forward to hearing from you.

It’s an enjoyable experience that builds a deeper relationship based on trust and loyalty with every newsletter they receive.

Segmentation and Personalization

According to McKinsey , 71% of consumers expect personalized interactions, and 76% get frustrated when this doesn’t happen.

Email allows you to segment your audience and tailor newsletter content to specific user groups based on interests, preferences, demographics, purchase history, engagement history, where prospects are in the sales funnel, etc.

Even that simple, personalized salutation (“Dear John”) increases the likelihood that your email will be opened.

Personalized, relevant content has a direct impact on engagement and response. In fact, McKinsey found that fast-growing organizations drive 40% more revenue from personalization than slower-growing companies.

Content Variety

Each email newsletter should have featured content, usually a thought leadership piece, blog article, or video. But you can incorporate different types of media and content into your newsletter to support your goals, including:

Client success stories and case studies
Photos, podcasts, and infographics
White papers and e-books
Surveys and polls
Company news (staff profiles, new hires and staff changes, new products and services, event previews and recaps, philanthropic initiatives, milestones, etc.)
Special offers and promotions

This flexibility allows you to mix hard data, industry information, and business trends with emotional, feel-good stories that show who you are and the value you provide as an organization.

Return on Investment and Monetization

This is what we’re all looking for, right?

Email newsletters are relatively easy to set up and costs don’t spike as you grow your email list. Email newsletters can be easily modified over time based on content performance metrics and changes to your organization’s products and services.

Of course, there’s a reason why nearly six in 10 marketers say email delivers the best return on investment. Open rates, click-thru rates, and conversions can be easily tracked. Multiple studies have pegged the average return at $40 for every $1 spent on email, which dwarfs SEO, mobile ads, and other “trendy” forms of marketing and advertising.

Because your audience has subscribed to your newsletter, they’re more likely to actively engage than ignore or passively gloss over your content.

Recently, monetization of newsletters through paid subscriptions and advertising has created revenue potential for newsletters that become popular destinations for subscribers.

Substack is one example of a service that allows both individuals and companies to create an email newsletter on their platform. However, there are also niche platforms that provide a great starting point for smaller companies seeking a path to monetization.

Final Thoughts

The case for an email newsletter is pretty airtight for large and small businesses in virtually any industry, as well as nonprofits.

71% of B2B companies and 69% of nonprofits use email newsletters to deliver content and connect with their audiences. Those are consistent numbers.

The key is to develop a strategy to maximize the quality, efficiency, and effectiveness of your email newsletter, its content, and its process.

If you’d like to discuss how your organization can build deeper connections and loyalty with your audience by launching a newsletter or improving an existing newsletter, let’s talk .

Why Short Articles and Posts Are Used Almost Universally for B2B Marketing

Tue, 04 Feb 2025 20:55:05 GMT

The Content Marketing Institute recently released its 2024 B2B Content Marketing Benchmarks, Budgets, and Trends study.

One nugget that jumped out at me is that “short articles/posts (92%) replaced videos (85%) as the most popular type of content” used by marketers.

To be clear, the study isn’t saying short articles are better than videos, or that you should use short articles instead of videos. Neither am I.

But it does say the use of short articles is almost universal.

I have some thoughts about why this is the case.

Minimal Time, Solid Return for the Reader

The average reading speed is 200-250 words per minute. Basic math tells us a LinkedIn user could read an article/post of 300-400 words in under two minutes.

Suppose the author does a good job focusing on a specific point and building a narrative that speaks directly to the wants, needs, challenges, and goals of the target audience.

I’d say the reader’s investment of less than two minutes of their life to consume helpful content was well worth it.

Which means they’ll probably read the next article. And the one after that.

Minimal Time, Solid Return for the Author

Don’t look now, but the author’s short articles are helping to establish thought leadership and build a foundation for business development.

Not by selling, but by delivering value to the reader.

48% of study respondents said short articles/posts deliver the best results, just behind video (55%) and the same as case studies/customer stories and e-books/white papers.

And these articles can be developed without much of a lift on the author’s part.

The author of a short article or post could spend 15 minutes or so on the phone with a talented writer who asks the right questions and can capture the author’s voice.

The process of interviewing, writing, revising, and publishing can be completed in a week.

Publish on the Platform

Short articles can be published as a post on LinkedIn, for example, without eliciting eyerolls from users. Readers would rather stay on the app than leave to read your article anyway.

You’ll see more engagement than you will on your website, and you’ll expand your network, potentially reaching new clients and partners.

And you can still publish your articles on your website to get the SEO benefit. Just include a link back to the original article in your LinkedIn post.

Need Help Getting Started?

If you’d like to discuss how to publish valuable, relevant content in a short article, and do it consistently to establish thought leadership, build trust, and win business, give me a shout .

Why You Can’t Afford to Shortchange Your Short Bios and Profiles

Tue, 07 Jan 2025 18:51:40 GMT

Just before the holidays, I wrote a 100-word bio for an existing client who runs a solo accounting and bookkeeping firm in North Carolina. The bio will appear on the website of an organization that offers professional resources for the arts community.

While other bios on the website (including one for another accountant) read like resumes, this bio speaks directly to the needs of the arts community, explains what the firm can help them achieve, and delivers a clear call-to-action – in 103 words, to be exact.

Two takeaways here…

1) Generic doesn’t connect.

LinkedIn headlines and summaries, chamber profiles, professional bios… they all matter.

Approach them strategically. And eliminate the phrase “generic bio” from your vocabulary.

Profiles and bios should be customized if needed to resonate with the audience of the platform.

Remember, the purpose of your bio is to create moments of human connection with readers, pique their interest, and motivate them to dig deeper into what you do.

If you want to connect with your ideal client, develop content that’s tailored to your ideal client’s wants, needs, goals, challenges, and aspirations.

If you don’t mind dealing with tire kickers, you’ll happily work with anyone, or you just want to get it done quickly, I guess generic content will do.

2) Shorter does not equal easier.

Actually, shorter content is often harder to write. A lot harder.

Trust me. I used to write audio ads as short as 10 seconds for a living.

Don’t assume that because content is shorter, and nobody knows you better than you, you can write your own profile or bio without much effort or strategic thought.

And don’t assume that because content is shorter, you can type a few words into a little white box on your favorite AI platform and magically generate content that creates moments of human connection.

Just like a good writer will ask questions to zero in on the right message, you need to feed AI the answers to those questions to generate content that’s remotely usable.

That’s why most AI-generated content is generic and awful. Garbage in, garbage out.

To be fair, most content written by inexperienced human writers, or writers who rely on the same generic questionnaires and don’t ask follow-up questions, is also generic and awful. Garbage in, garbage out.

When words are at a premium, they matter that much more.

Take nothing for granted.

Every profile, every page of your website, every social media post, every thought leadership article, every brochure – each one is a reflection of who you are as an individual or business.

Each one can influence the decisions and actions of your ideal client. Never assume it’s just a profile, just one article, or just one social media post.

Every word matters.

The wrong words drive people away, or at least give them an excuse to leave.

The right words, including those in your short bios and profiles, move people closer to doing business with you.

Move them emotionally. Move them with facts and logic to support their emotional decision-making process. Then move them to action.

But first, give your words the thought and attention they deserve.

Research Continues to Quantify Impact of Thought Leadership

Wed, 02 Oct 2024 21:01:14 GMT

Years ago, when content marketing, blogs, and social media became things, I remember warning people about the incoming avalanche of bad content and how difficult it would be to stand out.

Today, technology has exploded, buyer journeys have become more complex and individualized, and generative AI has turned everyone into self-professed “content creators.” Standing out hasn't gotten any easier.

Since the transformation of blogs from digital megaphones for anyone with a half-baked opinion and a keyboard to strategic marketing tools, I’ve been a firm believer in thought leadership.

Thought leadership – content that conveys insights, expertise, and unique perspectives to inform a specific audience and influence decisions – has always been valuable but difficult to quantify.

Fortunately, research like the annual Edelman-LinkedIn B2B Thought Leadership Impact Report is filled with data that validates the value of thought leadership in the B2B space. Here are highlights and my personal takeaways from the 2024 report.

Shaping Perceptions and Increasing Value

“73 percent of decision-makers say that an organization’s thought-leadership content is a more trustworthy basis for assessing its capabilities and competencies than its marketing materials and product sheets.”

“70 percent of decision-makers say they are very likely to think more positively about organizations that consistently produce high-quality thought leadership.”

Takeaway: Thought leadership focuses on what you know and what you believe. It goes deeper than a static page of your website or a tri-fold brochure. The goal is to inform, enlighten, and stimulate thought. You influence decision-making and win business by creating moments of human connection and conveying value, not selling.

Introducing Opportunities

“75 percent of decision-makers and C-suite executives say that a piece of thought leadership has led them to r esearch a product or service they were not previously considering. ”

Takeaway: Thought leadership can serve as a discovery tool for people who have a need or desire for your offerings but didn’t even know it.

Among the 75 percent of decision-makers and C-suite executives who researched offerings they hadn’t considered:

“54 percent say that an organization that consistently produces high-quality thought-leadership content has prompted them to research the organization’s offers or capabilities. ”
“23 percent said they began buying from or working with that organization. ”

Takeaway: Many people believe the sole purpose of thought leadership content is to educate and build trust. Those are indeed core functions, but the data shows thought leadership can drive action and revenue based on value, not sales gimmicks.

“60 percent said that a piece of thought leadership had made them realize their organization was missing out on a significant business opportunity.”

Takeaway: Fear of missing out (FOMO) is motivation. If you understand your audience’s pain points, thought leadership can bring FOMO to the surface and highlight the consequences of inaction while presenting your organization as the solution.

“60 percent said that good thought leadership makes them willing to pay a premium to work with that organization.”

Takeaway: Thought leadership is not only introducing people to new offerings, but it’s also convincing them that their offerings and organization are worth top dollar.

Getting Marketing Noticed

“Nine in 10 decision-makers and C-suite executives say they are moderately or very likely to be more receptive to sales or marketing outreach from a company that consistently produces high-quality thought leadership.”

“86 percent of decision-makers also say they would be moderately or very likely to invite them to participate in the RFP process. ”

Takeaway: That’s a huge number. It proves that thought leadership elevates your brand and the perception of your sales and marketing efforts. You’ll gain opportunities (returned calls/emails, appointments, RFP requests, etc.) that you may not have received otherwise. Consistency shows you have the conviction and wealth of knowledge to generate fresh content, and the willingness to share those insights.

Creating Separation with Competitors

“70 percent of C-suite leaders say that a piece of thought leadership had at least occasionally led them to question whether they should continue working with an existing supplier. ”

“54 percent say the piece of thought leadership got them to realize there were other suppliers they could work with that had a better understanding of the challenges their organization was facing.”

“51 percent say the piece of thought leadership got them to realize that other suppliers were smarter or more visionary. ”

Takeaway: Thought leadership can establish meaningful competitive differentiation without saying “this is how we’re different.” It can shows you can relate. It can plant the seed that your organization is more desirable – not based on price, but based on knowledge, value, and the ability to solve problems.

The Bad News

48 percent of decision-makers rate the thought leadership they read as good. Just 15 percent say it’s very good or excellent.

In other words, they consume thought leadership. They value thought leadership. They respond to thought leadership and factor it into their decision-making and buying process.

But most thought leadership falls short of expectations.

Imagine what could be accomplished if organizations invested the time and resources required to produce quality thought leadership that actually moves people.

Attributes of Effective Thought Leadership

There are three key characteristics that stand out, according to study participants:

References strong research and data (55 percent)
Helps me understand challenges and opportunities (44 percent)
Offers concrete guidance and case studies (43 percent)

If your thought leadership has at least one of these attributes or, ideally, all three, you increase the odds that your content will resonate with your audience.

The Impact of Thought Leadership

The most important job of any content is to provide clarity. Thought leadership, when done well, provides clarity on issues relevant to the audience, including those that may not have been considered. It creates urgency to move quickly. It challenges assumptions. It creates and reinforces competitive differentiators. And it shows you "get" their pain points.

Most importantly, from the thought leader’s perspective, this content positions the thought leader and/or organization as experts capable of helping the audience overcome challenges and achieve their goals.

Frankly, this is what all marketing should do. Thought leadership just does these things better. Just ask the 3,500 decision-makers and executives who contributed to this research.

My role as a content writer and interviewer is to pull the “thought” and “leadership” out of subject matter experts, tap into their knowledge and passion, capture their voice, and tell their story in a way that creates moments of human connection. If you’d like to discuss a thought leadership strategy for your organization, let’s talk .

What Most People Are Getting Wrong with AI Writing Tools

Wed, 24 Jul 2024 20:40:45 GMT

I want to say upfront that this is not a bitter, AI-bashing article. AI is a valuable tool when used correctly. For what it’s worth, any problems I have with AI are based on deceptive marketing and unrealistic expectations, as you’ll see here. But I digress…

The prevailing expectation among first-time users of AI writing tools seems to be that you can type a few words into a little white box and receive valuable, usable content in a matter of seconds.

Unfortunately, that’s not how AI writers are engineered to work.

The problem is that most people see AI as a shortcut and a cost-cutting measure, not a tool for improving the quality and value of their content. Essentially, they want to automate content writing with AI like they would automate other business functions with technology.

I remember the very first conversation I had with an agency rep who was using AI to write blog articles. He wanted to provide clients with a cheaper option. The agency knew the quality was inferior but didn’t want to “lose the business.”

Another problem is that several popular AI writing tools were originally marketed for speed. But they should have specified speed of output, not speed of input, or prompting. Let me explain.

You Can’t Skip the Heavy Lifting

I often talk about the heavy lifting that happens before I sit down to write.

Basic discovery and research.
Identifying the purpose, core message, and key supporting points of the content.
Identifying the specific audience for this specific content.
Discussions about brand voice and tone.
How this content fits into your overall marketing strategy.
Standard questions that connect the dots between what you do and what your audience wants (problems and pain points, obstacles to the sale, misconceptions, solutions and processes, desired outcome, etc.).
Deeper follow-up questions that uncover the most meaningful information, authentic stories, and key points of competitive differentiation.

This heavy lifting is the difference between words on a page and strategic marketing content that creates moments of human connection.

AI generates content based on what you feed it and what it can consume from other sources. If you want AI-generated content to be just as compelling and have as much impact as human-written content, you can’t skip the heavy lifting.

You have to go through the bullet points I just referenced and feed that information into the AI writer through “prompts” – the information you type into the little white box.

There’s a reason why people are taking courses to become prompt engineers who have the training to feed AI models what they need to generate the desired output, whether written content, video, images, or solutions to complex problems.

It’s hard work.

And, in the case of marketing content, you have to know what questions to ask, how to dig deeper with a second layer of questions, what information to share, what stories to tell, and what details to leave out.

The Choice

Can you type a few words into a little white box and have AI produce coherent, accurate, grammatically correct content that includes certain keywords?

Yes, you can . That doesn’t mean you should .

You’re likely to end up with content that’s generic.

Content with no distinct voice or point of view.

Content that doesn’t speak to the specific needs of your ideal client.

Content devoid of real-world stories that reinforce your message and validate your claims.

Content that doesn’t do justice to your ability as an organization or individual to solve people’s problems.

The choice you have to make is whether you’ll be satisfied publishing and attaching your name to this kind of marketing content, which is probably destined to be lost and forgotten in a vast sea of sameness.

If you want to use AI to develop content that moves people – moves them emotionally, moves them with facts and logic to justify emotional decision making, and moves them to act – you have to do the heavy lifting.

There’s no getting around it.

Unless you work with a human writer who does the heavy lifting and writing for you. There’s always that.

Webinar: Creating Small Nonprofit Website Content that Moves People

Wed, 05 Jun 2024 21:07:05 GMT

I recently had the pleasure of presenting the webinar “Creating Small Nonprofit Website Content that Moves People” to nearly 100 attendees. Although the webinar is geared towards nonprofits, the same basic principles apply to small business websites as well. I focused on the following key areas:

The purpose of website content for small nonprofits
Characteristics of effective website content
How to uncover what matters most to your audience
An AI reality check

Thank you to everyone who attended the webinar and asked great questions. Thank you for making a difference in your communities. Thank you to my friends at Eleo Donor Management Software for inviting me to present, for providing such valuable resources to small nonprofits, and for being such a fantastic partner over the years.

If you would like to provide insightful, actionable marketing content to the members of your chamber of commerce, trade association, professional organization, or nonprofit group, please contact me to discuss ideas for a custom webinar!

Watch the Webinar

This is the website I’ve always wanted to build.

Mon, 18 Mar 2024 00:27:12 GMT

Extra-large fonts. Plenty of white space. All black and white. Design driven by typography and subtle animation.

In an age dominated by video and imagery, I made words the star of the show. I wanted to remind people that words are part of every marketing strategy.

Discount their importance at your own peril.

Although marketing typically works best when words are thoughtfully and seamlessly integrated with purposeful visuals, words alone have the power to move people.

Move people emotionally. Move people with logic and facts that justify emotional decisions. And move people to action.

I started in this direction with my last website, which I loved, but I didn’t have the vision or the stomach to take it all the way and try something totally different.

Funny thing is, I wouldn’t recommend this type of website to anyone else.

This is the website that makes sense for my business. Right now. In today’s business and marketing climate.

To be clear, I didn’t set out to create something completely unique. And it might not be. But I haven’t seen other websites like this.

The central theme is human connection. Because that’s what good marketing is capable of creating.

Strategic storytelling. Building trust and loyalty. Growth driven by relationships, not transactions. Getting people to not only believe you, but believe in you.

All in support of and alignment with clearly defined business goals.

My new website also provides a window into me as a human. My story. My voice. My approach. Why it all matters.

You’ll have a pretty good idea of what you can expect from working with me before you call, email, or fill out a form.

Not coincidentally, AI is not mentioned anywhere on my new website.

I’m not hiding from it. I’ve written blog articles about AI. I was interviewed by a CNBC reporter after posting about AI on LinkedIn. I use AI for research and brainstorming because it saves me time.

But testing various platforms has revealed a simple truth.

When it comes to writing marketing content and telling stories that create moments of human connection, AI isn’t there yet. Not even close. And AI can’t replicate the heavy lifting I do before the writing happens.

More importantly, someone who visits my website wouldn’t be there if they thought a machine could write and tell a story as well as a talented human. Or ask the kinds of questions required to develop the right message.

By the way, did you notice AI companies that originally peddled their shiny new objects promising speed and automation are now shifting their focus to the human value of AI?

Glad they’re finally coming around.

There are no shortcuts to connecting with people on a human level in an effective, meaningful way.

Other “likes”:

My new logo mark, the only non-text element on the website. As my girls would say, it slays.

The complete story – beginning, middle, and end – told in 19 words at the top of the Home page. 23 if you count the deleted words.

The animation within said story that illustrates actual writing while subtly creating interest and commanding attention.

The shift from WordPress to Duda, which will be so much easier for me to update, tweak, and test without coding or managing a bajillion plugins.

Special thank you to my colleague and friend, Eric Acevedo, at Visual Media for helping me bring my vision to life, doing all the things I don’t know how to do, and thinking of all the things that I never would consider.

So that’s the story behind my new website. I couldn’t be happier with how it looks, feels, and reads. I hope you like it, too.

And if you’re a potential client or collaborator, I hope the website captures the value I deliver and inspires you to get in touch.

What I Learned from Testing a Popular AI Copywriting Tool

Wed, 02 Aug 2023 18:30:00 GMT

CNBC Tech Reporter Jonathan Vanian contacted me out of the blue a few months ago because he read my article and LinkedIn posts on generative artificial intelligence (AI) tools for copywriting.

Side note: Content marketing works!

He thought my takes on the subject were “a breath of fresh air and highlighted some of the realities of using the tools for copywriting.” He asked if I was open to an interview about the topic for an article he was writing about generative AI’s potential impact on online advertising.

Uh… yes!

I confessed that I had barely used the tools at that point, so he encouraged me to spend some time taking AI for a test drive before the interview. Which I had been meaning to do anyway because I was legitimately curious about what AI could do.

Here’s what I learned from testing a popular AI copywriting tool.

Full disclosure: I’ve primarily used one free AI tool and don’t claim to be an AI expert. This article is based on how I used AI to get actual work done.

AI can help me do my job better. It can’t do my job for me.

I’ve found AI most useful for brainstorming ideas for email subject lines, article headlines, social media posts, and even tag lines. AI won’t give me a finished product that I can use verbatim, but it might give me a word, phrase, or approach I hadn’t considered and can work with.

AI is also helpful for brainstorming topics, general research, and preparing for interviews. For example, if I’m talking to a client about outsourced CFO services, I can ask AI for the pros and cons of outsourced CFO services, and it’ll give me a summary that I can reference during an interview.

I was writing an article for a nonprofit that was founded more than 100 years ago and AI produced a list of major events from the organization’s founding year in a matter of seconds.

Instead of doing a Google search and digging through multiple sources to get the information I need, AI automates the cumbersome aggregation step, which saves time.

Content written by AI is fairly generic.

This isn’t a shock. AI copywriting tools use information that already exists and whatever you feed it. Although the copy is structured logically and grammatically correct, it tends to lack a distinctive voice.

Some tools claim to be able to learn your individual or brand voice based on your prompts and inputs. I just haven’t seen it yet.

I asked AI to write an article in the voice of a certain client. I included specific directions about the desired tone, target audience, and links to content that was authored by this individual.

The tone was basically correct, but the content had no voice whatsoever. You can ask AI to rewrite copy in a different tone and request as many revisions as you like, but will it be any less generic?

This made me think of the hours I spend on calls with clients to get beyond the standard interview questions. How does this make you feel? How does this make your clients feel? Can you share a real-world example of this experience? What happened behind the scenes to make this experience possible?

In fairness to AI, it supposedly produces more accurate, effective results as you use it more often and feed it more data.

I just don’t see how AI extracts what I get from an interview. At least not yet.

Perhaps the greatest potential for AI in actual writing lies with short-form content of no more than a few paragraphs – email copy, social media posts, professional bios, etc. Again, you won’t get a finished product, but AI can move you closer to the finish line.

AI can feed unflattering stereotypes.

I had written a series of articles on the talent shortage facing the accounting industry and what the industry must do to appeal to college students. I wanted to see if AI could write an article of similar quality on the same subject matter.

I entered detailed prompts, including key points, college students as the target audience, and a casual, humorous tone.

The article referenced partying more than once. It referred to accountants as nerds and said accounting is a great career “if you like working with numbers.”

These are exactly the kind of stereotypes that the accounting industry is trying to shake. If I sent an article with any language like this to my client, I’d be toast. Some tools even have a disclaimer that says the tool may produce results that are biased and inaccurate.

By the way, the article targeting college students began with “Hey college peeps.”

Seriously, AI? That’s the best you can do?

AI-generated content might not be based on current information.

For the article about the talent shortage in the accounting industry, I asked AI to include relevant data about the number of accounting professionals at or approaching retirement age, the number of students majoring in accounting, etc.

The tool said its knowledge cutoff date was September 2021. That’s a pretty significant information gap if you want to reference recent trends and data.

A recurring phrase when discussing AI – not yet.

AI is changing daily. New tools are being introduced daily. Everything I’ve just said could be completely off the mark in six months. Or next week. Or tomorrow.

Many capabilities that we wish AI had, especially those beyond copywriting, could very well be on the table very soon. Just not yet.

Since I consider AI a helpful tool, I’m glad it will continue to improve so it can help me save time and produce better results for my clients. But I’m the first to admit that I can’t and have no desire to keep up with AI’s daily evolution.

Test AI but don’t fall for those advertising claims.

One of my biggest problems out of the gates with AI was the marketing messaging, as if it can do everything for you.

Facebook ads for one tool said, “Write blogs in seconds.”

Is that accurate? Technically, yes. Would I publish a blog that was written in seconds and attach my name to it, or my client’s name to it? No way.

Another ad said, “Your blog on autopilot.”

At the very least, this is a gross oversimplification. At worst, it’s a lie.

Besides the writing, you have strategic planning, distribution, performance measurement, and audience engagement. There’s no such thing as a blog on autopilot.

I visited an AI writing website that claims, with basic instructions, you can produce polished drafts in seconds.

Okay, but how do you define a polished draft? There’s more to a draft than making it factually accurate and grammatically correct.

There’s a human problem made worse by AI.

Perhaps the biggest reason why many writers feel like AI will take their jobs, and many brands will try to replace writers with AI, is that the vast majority of marketing content out there – website copy, blog articles, case studies, ad copy – isn’t very good.

We’ve been conditioned to believe that generic content with minimal substance, zero depth, stale advertising cliches, and no distinct point of view is acceptable, as long as you include the right keywords, a few links, and pretty pictures.

The sad reality is that the content AI produces is probably just as good as most of the content consumed on a daily basis. That’s not because AI is brilliant. It’s because the bar has been set so low.

Marketing content written based on interviews, research, and strategy… content that captures the expertise, passion, and voice of the author or interviewee… content that tells engaging, real-world stories… content written for a specific audience to achieve a specific goal… content of this quality is dwarfed by content that was written just to get something out there.

Here’s a harsh reality check.

If you understand how AI works and you’re worried that AI can replace you, then you probably weren’t doing enough to make yourself irreplaceable in the first place.

AI isn’t going anywhere. Now what?

As a brand, marketer, or writer, ask yourself:

Am I developing content with a specific purpose and goal in mind?

Am I producing helpful, useful content?

Am I delivering the message with an authentic, distinctive voice and bringing a fresh perspective to the table?

Am I speaking to the needs, wants, and desires of my target audience with relevance and clarity?

Am I telling stories and sharing experiences directly from the hearts and minds of my team and my clients?

Have that conversation first. Set the bar higher. Make sure you understand and work towards creating content that’s far superior to the drivel that pollutes much of the online universe.

Then evaluate the capabilities, limitations, pros, and cons of AI tools that can improve content quality and the efficiency of content creation. In other words, enhance the work of real people – human writers who not only write well, but understand how to extract the right information and stories from other humans and put sound marketing strategy behind the words.

I’m pretty sure AI can’t do these things. At least not yet.

Why Copy Must Have a Seat at the Table for Every Website Project

Wed, 19 Apr 2023 20:38:00 GMT

When it comes to creating or updating a website, the copywriter is often the last one invited to the party.

There are a few different scenarios I typically encounter.

The first, and worst, involves the shady website developer.

The shady website developer makes it sound like they’re offering a “full website package,” which the business owner assumes will include professionally written copy.

But it doesn’t. And there’s nothing in writing that says otherwise.

So the business owner scrambles to write the copy or find someone to write copy on the cheap because their budget is already maxed out.

By the way, shady website developers have also been known to lock business owners out of their websites and charge a fee for every update.

Or they just disappear after taking the business owner’s money.

I continue to hear these horror stories.

Beware of the shady website developer.

The second scenario involves the business owner who considers website copywriting a DIY project.

Business owners typically realize they need someone to build a website.

They know they need someone to design the website.

But because they know about their business – and they can type – they think can write their own website copy.

They spend countless hours – hours that could have been spent growing the business and serving customers – writing copy that’s usually average at best and just plain awful at worst.

Some business owners will continue spinning their wheels.

Some will realize the folly of their ways, cut their losses, and hire a professional.

In either case, they missed an opportunity to get it right from the beginning.

Repeat after me:

Product and industry knowledge, and the ability to type, do not a writer make.

The third scenario involves reputable website developers and marketing agencies that don’t include copywriting as a core component of their website offering.

Some don’t have in-house copywriting resources.

Some want to keep costs down.

Some will offer copywriting as an option.

Some will refer the business owner to an outside copywriter.

Some (most) will tell the business owner that it’s their responsibility to provide website copy.

Which contributes to the belief among business owners that website copywriting is a DIY project.

Which no reputable marketing agency or website developer actually believes.

Here’s the problem…

Copy is just as important to the effectiveness of a website as design, user experience, and technical function.

When copy is not a top priority, the quality generally suffers.

And I can say with 100 percent confidence that copywriting will soon become the biggest bottleneck in the website development project.

I’ve heard about website projects being stalled for months because everyone is waiting on the copy to be written, reviewed, and revised.

Nobody owns the process because it wasn’t a big enough priority.

It’s a lose-lose for both the business owner and the marketing agency or website developer.

Here’s my humble recommendation…

Business owners, just like I wouldn’t buy a house and fill it with homemade furniture, I would highly recommend against filling a beautiful website with DIY copy.

A list of products, services, features, and benefits topped with empty marketing clichés like “friendly, knowledgeable staff” and “best customer service” will not be the least bit appetizing for your audience.

A talented copywriter will tap into your expertise and passion, capture your voice, and tell your story in a way that connects with your ideal client.

Also, you’re likely to find that a fresh perspective from an outside, unbiased professional will force you to look at your business differently and zero in on what will truly motivate your audience to do business with you.

Look for a website partner that offers website copywriting.

Marketing agencies and website developers, show your clients that compelling copy is essential to an effective website.

Because it is. You know this.

To all parties involved, making website copywriting a top priority from day one will remove a major bottleneck from your project.

The website will be completed better and faster so you get better results from your investment, faster.

Don’t wait until the project goes off the rails to invite a website copywriter to the party.

Give a professional a seat at the table from the first meeting, as if copy is that important.

Because it is.

The 800-Pound, AI-Generated Gorilla in the Room

Tue, 31 Jan 2023 23:47:00 GMT

During a speed networking event yesterday, two people mentioned ChatGPT. A few high-level thoughts on generative AI, focusing on the content writing component…

This is not new technology. I know of at least a half dozen AI writing tools, although I haven’t used them or researched them extensively.

AI in general, relatively speaking, is still in its infancy. Of course, we use AI more than we realize. Google, anyone?

These tools have a ton of use cases beyond marketing copy and article writing, from chat responses to SEO to review writing. ChatGPT also generates images.

From a content writing standpoint, the best way to use tools like this is to improve the quality of your articles, copy, headlines, etc. and possibly to generate ideas. Become skilled at entering prompts into the system to support and enhance your writing and strategy.

Unfortunately, many companies and marketers will use AI for instant gratification.

This is not surprising, given the ads from Jasper that flood my Facebook feed, promising to “write blog posts in seconds.”

This is a mistake and the claim is a lie, unless you feel comfortable publishing whatever AI spits out and attaching your name to it. You also have to know how to feed the beast to get what you want.

Similarly, many companies and marketers view these tools as a cost-cutting opportunity.

I spoke with someone who uses an AI platform for most of their agency’s now deeply discounted writing. They used words like “adequate” and “good enough” to describe the output.

I was told, “These articles aren’t really meant to be read. They’re meant to be scanned by algorithms.”

First, this tells me something about the quality of the content and how it’s valued.

Sad thing is, in a world of terrible content written by what I call “craigslist copywriters,” most people can’t tell the difference.

Second, if I’m going to incorporate AI into my process, I won’t charge less. I’ll charge more for the value and quality it adds to the deliverable.

Third, I always tell people that my heavy lifting is done before the writing happens – understanding your organization, goals, and audience, tapping into your expertise and passion, capturing your unique voice, and uncovering compelling stories that connect with people on an emotional level and support your business goals.

AI can’t do that. At least not yet.

Last week, I was having trouble connecting with a client for an interview and was asked if I could just send over a questionnaire.

Nope, sorry.

That’s a shortcut that won’t give me the information, insights, and unique perspective I need to do the job to my standards.

As a content writer who wants the best for my clients, it’s up to me to investigate these tools as a way to produce better results and create a competitive advantage, not to cut my prices, take shortcuts, or churn out as much content as possible as quickly and cheaply as possible.

People in any industry and discipline who fight technology out of fear and/or bitterness about the prospect of being replaced by a robot risk accelerating the process.

Do your homework. See what these tools can do. And if you decide to use them, use them properly and for the right reasons.

Someone Subscribed to My Blog When an Article I Wrote in 2014 Showed Up on Google. Here’s Why It Matters.

Wed, 04 Jan 2023 21:42:00 GMT

This week, I received an email alert for a new blog subscriber. Woohoo!

I didn’t recognize the name or company, but a quick search revealed this person is from Iowa, quite a trek from the palatial Scott McKelvey Copywriting & Marketing estates in New Jersey.

I emailed the person to thank them for subscribing and find out how they found me.

A practice I highly recommend when someone subscribes to your blog, by the way.

Here’s the response I received, verbatim:

“Last week I googled ‘how to create urgency without being pushy’ and a blog of yours from 2014 popped up. I thought it was a good read and shared it with my marketing partner. From there, I started reading a few more blogs and thought I would sign up for receiving more.

I was trying to convey to my marketing partner that I wanted to create a sense of urgency with a certain audience without being kitschy. I didn’t like the first draft they sent over, hence the Google search which led to your blog. The copy writer I’m working with is awesome, and I’m sure will come back with a much improved draft.”

The word that stands out from this email?

2014.

An article I published nine years ago just landed me a new subscriber.

An article I published nine years ago is still being discovered and shared.

An article I published nine years ago is still delivering value to new audiences.

An article I published nine years ago is still showing up in Google search results.

What other forms of marketing and advertising are capable of expanding your audience and generating leads and referrals for years after you invested time and money to create them?

I’ve asked this question a lot. Never received an answer.

Will this person ever become a client or refer me to a client? Maybe, maybe not.

But I’m on their radar.

Because a 9-year-old article put me there.

From their perspective, I kinda sorta know what I’m talking about.

Because a 9-year-old article helped convince them.

They’ll be hearing from me every time I write a new article.

Because a 9-year-old article motivated them to take action.

Here’s the original article if you want to take a look. Not too shabby, as a wise man once said.

I guess you could say evergreen content ages like fine wine.

The point I’d like to drive home is this.

A business blog – with clear purpose, consistency, defined process, and strategic distribution – is the simplest, most cost-effective way to build trust and credibility, establish expertise, educate your audience, and tell your story.

And every article is an opportunity to show up in search results and reach people who are already interested in and actively exploring the subject matter you covered.

Not just for a few weeks. For years .

How do you make it work?

Research and write articles that matter to the people you want to do business with.

Speak to the needs, desires, challenges, concerns, frustrations, and dreams of your ideal client.

Focus on helping, not selling.

Tell your story.

Share the stories and experiences of your clients. Involve them in the process.

Offer real-world examples of how you’ve solved real-world problems and made people’s lives better.

Show people who you are and what you believe in.

Make emotional connections that lead to lasting relationships.

When you blog consistently over a long period of time about topics that are relevant to your audience, you’ll not only improve your search ranking for core keywords, but you also create opportunities to show up when people search for very specific phrases.

Like the person who found my blog from 2014.

You’ll create what is essentially a database of knowledge, passion, values, and stories that shows people why they should feel confident and comfortable working with you.

This searchable database will live on your website forever. Or until you delete it.

Need more proof? Here’s a link to articles from my first blogging gig – from 2008.

As for lingering doubts about the relevance or effectiveness of a business blog in this day and age, or the assertion that people don’t read more than a few paragraphs, I have a simple response.

People will read if you give them something worth reading.

By all means, produce videos. Share photos and graphics. Create polls. Do podcasts.

Make them part of a comprehensive content marketing strategy that includes your business blog.

To suggest a business blog, or any form of marketing or advertising, is no longer viable because it’s not the shiny new object is naïve, shortsighted, and just plain dumb.

Good content that reaches the right audience is consumed.

Brands that produce good content establish a reputation as a trusted source of information and compelling stories.

Brands then leverage that reputation and content to find new clients and build loyalty with existing clients.

Not just for a few weeks. For years .

Talk about return on investment. Wow.

If you’d like to discuss ideas for improving your existing business blog, reviving a dormant blog, or starting a new blog, let’s talk .

What Marketers Can Learn from Mrs. Parker’s Storytelling Advice to Ralphie

Wed, 07 Dec 2022 15:31:00 GMT

Spoiler Alert: If you plan to watch A Christmas Story Christmas , the sequel to the 1983 classic, A Christmas Story, this article will give away parts of the story, although everything I’m saying here has been written elsewhere. As for what happens at the end, you’ll have to watch the movie.

When I sat down to watch A Christmas Story Christmas with my wife and two girls a couple weekends ago, I had no idea Mrs. Parker would say something so profound and heartfelt that it would spark a blog article.

Ralphie, now in his 40s with a wife and two kids, had stopped “working” and was approaching the end of a year-long attempt to become a published writer.

He wasn’t just struggling to fill the void left by the passing of the Old Man. He was at a loss for what to write for the Old Man’s obituary.

Here’s the exchange between Ralphie and his mother (whose first name is never mentioned in either movie).

Ralphie: That obituary is the hardest damn thing I’ve ever had to write. I just found out why. I’m no writer. Just ask any publisher in Chicago. Nobody cares, ma. Nobody wants my book. It’s over.

Mrs. Parker: Oh, Ralphie…

Ralphie: That obituary. How do you sum up a man’s life into a paragraph? I can’t do it.

Mrs. Parker: Ralphie… Ralphie, look at me. Just forget about the publishers and the paragraphs. Forget about trying to write the perfect words. Life isn’t perfect. Your father certainly wasn’t perfect. Just write about the man you love.

I’ve seen this movie before, so to speak.

It’s not easy to get out of publishing mode or marketing mode and tell a story. It can be even harder to convince others to do the same.

I’m a pretty laidback person, but clients sometimes get nervous when I’m about to interview them to learn who they are, what they do, and how they help people.

Same goes for their customers, who I often interview for the purpose of developing success stories based on their experiences with the client.

They’re afraid they’ll say the wrong thing.

I try to help them relax and get them in the right frame of mind by saying something along these lines.

Forget about marketing. Forget about what you think you should say on web page or in an article. Don’t worry about the perfect wording or grammar.

Just tell me what you feel. Tell me what you think. Tell me what you believe.

I’ll worry about that other stuff later.

And here’s the thing.

When you simply express your feelings, thoughts, and beliefs in their purest form, without overthinking or overanalyzing, the words that come out of your mouth are usually damn near perfect.

Why? Because they’re authentic. They’re natural. They’re completely your own.

At that point, my job is to weave those feelings, thoughts, and beliefs into a cohesive story that supports your marketing strategy and connects with your audience.

The real heavy lifting has already been done.

Yes, you have to spend a little time talking about the product or service, depending on the format or platform. Yes, there may be some technical details to cover.

But when it comes to telling your story in a way that connects with your ideal client – the people you want to build long-term relationships with – don’t overcomplicate things.

Don’t let “marketing” get in the way of a good story.

Because an authentic, meaningful story is often the best marketing.

Research: Thought Leadership Got Crowded but Still Delivers Serious Value

Wed, 12 Oct 2022 21:01:00 GMT

Three years ago, I wrote an article about what thought leadership is, the perceived value of thought leadership content, and how to give that content more impact by putting the “leader” back in thought leadership .

I also presented a webinar on the topic.

Both were based on the Edelman-LinkedIn B2B Thought Leadership Study.

According to the study, nearly nine in 10 decision-makers said thought leadership content builds trust and enhances a brand’s reputation.

More than half chose to do business with an organization, were more willing to pay a premium for their services, and purchased more from an existing partner or vendor because of thought leadership.

Of course, poor thought leadership content has the opposite effect, and fewer than one in five decision-makers rated the content they consumed as excellent or very good.

My article was published in December 2019. The world has gone through some things since then.

Let’s take a look at the key findings and takeaways from the most recent B2B Thought Leadership Impact Study , released in September 2021.

It’s Raining Content

Who among us did not see more webinars, more video conferences, more articles, more podcasts, and more “studies” during the pandemic?

More communication, more selling, more networking, and more everything moved online.

Not surprisingly, two-thirds of B2B decision-makers observed a huge increase in the amount of thought leadership content. 38 percent said the marketplace is oversaturated with it.

The perception of “oversaturation” is never good.

Consumption, Up. Satisfaction, Not.

More than half (51 percent) of executives spend more time consuming thought leadership content than before the pandemic. 54 percent of decision-makers and 48 percent of executives spend more than one hour per week reading and reviewing thought leadership.

That’s great news. Demand for and time spent with thought leadership content is still high.

The not-so-great news is that more than seven in 10 decision-makers said less than half of the thought leadership content they consume delivers meaningful value.

30 percent rate thought leadership as mediocre, poor, or very poor, while just 15 percent say it’s very good or excellent. Most content falls somewhere in the middle, making it difficult to cut through the noise.

Clearly, the perceived value of thought leadership is taking a hit because people are drowning in low-quality content.

Thought Leadership Done Right Is Still a Difference-Maker

Most content is bad, but good content still works. Look at what decision-makers say happens more often because of thought leadership content. Sound familiar?

This makes sense when you consider why decision-makers consume thought leadership content in the first place.

Buyer Aware

In the buyer community, where products and services are actually purchased, thought leadership content is especially valuable for small businesses and new and emerging brands.

Of course, one of the primary goals of developing any kind of content has always been to build trust and credibility, which still rings true with buyers.

Buyers also believe thought leadership can have a direct impact on brand perception and reputation.

That last point is eye-opening. Thought leadership can provide a window into your company culture and who you are as an individual.

Given the number of people who have left jobs, switched jobs, or are considering changes in their career, thought leadership can help you emerge in a stronger position than your competition.

What Real Thought Leadership Does and Does Not Look Like

You have one minute to grab their interest, according to 55 percent of buyers.

I think they’re being generous. Whether I’m reading, watching, or listening to content, I’m not sticking around that long if it’s not doing it for me.

Remember, headlines still matter. The job of the headline is to get people to read the first sentence. The job of the first sentence is to get people to read the next sentence. And so on.

Audiences seem to be responding to the deluge of garbage content by setting higher standards. 87 percent of buyers believe thought leadership content can have real substance and still be enjoyable to consume.

That doesn’t mean every thought leadership piece needs to be an episode of Seinfeld . But it does need to be authentic, natural, and personal.

64 percent of buyers prefer a more human, less formal tone over an intellectual tone. 67 percent want the point of view of an individual author rather than content from “the company.”

This creates opportunities for anyone to become thought leaders, not just executives, which benefits both the individual and the organization as a whole.

Salespeople can and should produce thought leadership content to overcome the “they just want to sell me something” stigma.

Engineers, scientists, analysts, developers, and other professionals who typically operate behind the scenes can and should produce thought leadership content that showcases their wealth of knowledge.

Respondents to this study want thought leadership content that:

On the other end of the spectrum, the five deadly sins of poor leadership content seem to be:

Final Thoughts

Buyers and decision-makers engage with live humans later in the purchase process than ever. They rely more on the information they find through their own research more than ever. They’re more open to self-service purchasing options than ever.

If you don’t feed their hunger for valuable insights and perspectives that are interesting or even entertaining, you risk losing their attention to your competition.

Here are a few ways to keep that from happening.

By the way, these basic marketing fundamentals were true 10, 20, and 50 years ago. What I said three years ago still applies.

Good thought leadership content has value if you get it in front of the right people. Bad thought leadership content does not.

If you commit to delivering value in a way that’s interesting and engaging, your thought leadership content will be a brand-enhancing, trust-building, lead-generating, revenue-producing machine.

If you’re interested in developing a thought leadership strategy that positions you as a go-to resource of knowledge and supports your business goals, let’s talk .

Marketing Observations from My Summer Vacation, 2022 Edition

Wed, 07 Sep 2022 17:29:00 GMT

This wasn’t just another family vacation.

This was our first vacation in three years with minimal Covid concerns. This was our first summer vacation at Sunset Chaser , our new beach house/vacation rental property on the bay side of Cape May County. And this was our first visit to Sunset Chaser without a giant to-do list.

As a bonus, our next renter pushed back their check-in by a day, so we got to enjoy an extra night of vacation!

The stars were aligned for a great vacation. And a great vacation it was.

Multiple visits to Cape May beaches. Multiple visits to Morey’s Pier in Wildwood. The Ocean Oasis waterpark. Rail biking through the Nature Conservancy with Revolution Rail Co. A trip on Cape May – Lewes Ferry to Delaware. New restaurants discovered daily. Many hours swimming in the Sunset Chaser pool.

And breathtaking sunsets every night at our local beach in the quiet, residential community of Del Haven, and at the appropriately named Sunset Beach in Cape May.

I wonder if people truly appreciate the treasures we have nearby in Cape May County. Beyond the beaches and boardwalks, you have rich history. You have nature preserves, wildlife, and the best birding in the country. You have more than a dozen breweries, wineries, and distilleries. You have Victorian mansions.

Each destination has a story to tell and sights to see. I can’t recommend this area strongly enough.

Of course, I can’t completely remove my marketing nerd hat when I’m on vacation. Over the course of eight days, I snapped pictures when observing various forms of marketing and advertising, or if something was simply unique and clever.

Here are a few things I noticed.

Steady Traffic from Fly-By Ads

Fly-by ads pulled by airplanes have been a staple of New Jersey beach life for decades. Not every beachgoer is constantly staring at the sky, but if you look up and see a plane, you can’t help but look at the ad its pulling.

Savvy advertisers use fly-by ads to deliver their message to a captive audience without disrupting their day at the beach. Thanks to mobile, people can instantly respond or take a picture of an ad that interests them.

Here are some of my faves and not-so-faves.

Favorite fly-by ads:

Simplicity wins. State the need, state the offer, provide a call-to-action. But do not use an apostrophe when making something plural! It’s RNs, not RN’s.

Apologies for the fuzzy picture. It was far.

They’re not all sales pitches! A powerful, simple advocacy message.

High-contrast colors and a relevant, timely message.

Branding and a public service message in one fly-by!

Not-so-favorite fly-by ads:

Love the uncluttered layout, but tough to read at that distance without high-contrast colors.

The Beavis and Butthead logo in the middle is a red blob. Is it even necessary when you include their pictures? Bigger fonts, please.

Good fly-by, but I didn’t like how that Phillies-Mets series turned out. So it goes on this list. Sorry not sorry.

Billboards: Side-by-Side Comparisons

On the left, thin and small fonts make it tough to read. I can’t make out the middle image and I’m not sure what “A Higher Form of Realty” means. The billboard on the right is the opposite – big, bold, clear, specific.

These billboards both nail it. The one on the left has a compelling, one-word message: OCEANFRONT. On the right, if I want to go to a brewery in Wildwood, this billboard makes it clear that I have one option, although the font on the bottom could be bigger. When you approach the brewery, you can’t miss the giant signage.

Retro Wawa

Other than the big beach balls, does anything scream Wildwood like the big retro Wawa sign once you’ve made it over the bridge? Great job adapting but not abandoning the brand to suit the environment.

Nostalgia Sells

There’s a reason why you see Meadow and Anthony Soprano in commercials for the Silverado EV. People love taking a trip down memory lane. Although not as famous as New Jersey’s favorite TV crime family, Jumbo’s in Wildwood clearly takes pride in its history and story. Here are two examples – one from the bar and one from a dining table.

Here’s a simple nod to Cape May’s heritage. I love that we have this kind of history here in New Jersey!

Print Is Alive!

This is the perfect use of print and the perfect venue choice – a casual, neighborhood café – for this front-and-back newsletter from a little town on the bay side of Cape May County.

The Coolest Place We’ve Visited in the Cape May Area

This is Exit Zero Filling Station, a former gas station that has been transformed into an outdoor restaurant. Indoor seating is also available. The gas attendant booth is now a bar. Cleverly designed Airstreams and trailers serve as private dining areas for small parties. And the branding is an homage to the venue’s blue-collar history.

We were lucky enough to get a reservation in one of the Airstreams right next to Camille Peruto , an amazing performer who scored big points by playing my daughters’ request for music from The Greatest Showman. The killer Indian and Thai food made the whole experience a home run.

Creative Use of Customer Reviews

Everyone asks for customer reviews. Cape May – Lewes Ferry asks, “What’s your ferry tale?” It’s a clever way to show and request reviews in a single display.

A Quick Outdoor Bar Sign Rewrite

Quick observations:

You’re not open daily if you’re closed Tuesdays. “Existing” is an unnecessary word unless you want to differentiate from non-existing bars. And why not put the more interesting information on top?

Quick rewrite:

WILDWOOD’S OLDEST BAR
OPEN AT NOON. CLOSED TUESDAYS.

TMI? Not Really.

These two brochures promise to inform readers. Are the insides of the brochures text-heavy? Yes. Does this allow them to deliver on the promise of the cover? Absolutely. Imagery on the outside, packed with information on the inside.

I always say people will read if you give them something worth reading, especially if you’ve set expectations appropriately with your headline and cover.

My Phone Was Listening!

These Facebook ads kept popping up based on, I assume, my social media and browsing activity. Neither landed a sale, but both were relevant and timely. We did go to a different waterpark but some sensitive tummies prevented another boat trip.

Using highly targeted social media advertising, especially when coupled with traditional advertising like fly-by ads and billboards, can provide the repetition you need to increase brand recall.

A Golden Age of Photo Ops

With a camera and social media never more than an arm’s length away, photo ops can take your brand to new audiences quickly. The key is to make them fun and interesting without being overtly salesy. Here are a few of my faves from our vacation.

The last two photo ops are from Sunset Chaser. We put them there for this specific purpose, although things can get a little crazy when cousins visit.

Every Vacation Rental Property Can Have Its Own Brand

There are hundreds of vacation rentals in Cape May County. Now that we own one, I’m way more familiar with them than I used to be.

But I’ve always remembered the rental properties that have names, logos, and signs out front. When I arrive at these properties, the sign reinforces the vibe of the property that says, “I’m on vacation.”

Here are a few examples. We haven’t invested in an ornate wooden sign yet like many of the more established properties, but our front yard flag does the job for now.

This is just one way to build a brand for a vacation rental property. What’s your vibe? What’s your story? What kind of experience do you and your property promise to deliver to guests? What differentiates you from other properties? How are these things conveyed through your website, logo, social media pages, and emails? What steps are you taking to build relationships with guests?

Good branding is valuable to any business. Operating a vacation rental property is definitely a business.

Anyone can put up a listing on VRBO, Airbnb, or a real estate agency website. I firmly believe that every property should develop its own brand to build awareness and connections with real people, even when using various listing sites and ad platforms. Especially when using various listing sites and ad platforms.

In the next few weeks, I’ll be introducing services to help property owners in the New Jersey vacation rental community fill their calendars with bookings by showing off what people love about their properties. Stay tuned.

By the way, we’ve tried to do this with Sunset Chaser in a very short, chaotic timeframe. As a result, our calendar has been full, most of our bookings have been direct, and we’ve been able to develop a rapport with most of our guests.

Even if they don’t come back every year, we’ll always be on their radar and they’ll refer us to friends and family because they know, like, and trust us. That’s a big win.

And yes, we even put the Sunset Chaser logo on our coffee mugs. Man, I want to go back.

It’s All About Creating Moments of Human Connection

Wed, 15 Dec 2021 22:00:00 GMT

I recently wrote website content for The Little Speech Tree, a new pediatric speech therapy practice in North Carolina. When I spoke with founder Caitlin Burke, she said something that stuck in my head.

“It’s all about creating moments of human connection.”

For a speech-language pathologist like Caitlin, that begins with the child – getting into the child’s world, physically and emotionally, to build trust and create an environment in which the child feels comfortable expressing himself or herself.

Through therapy, the child can then learn and improve the skills needed to connect with people in all areas of life.

Caitlin shared the story of a 15-year-old boy with autism who said “I love you” to his mother for the first time. She said everyone in the room became emotional when it happened.

As a father who’s grateful to have two healthy daughters who haven’t had to face such obstacles, that story hit home with me, too.

Now, I’m not so naïve or arrogant that I would compare anything I do or any business function with this type of milestone.

But I do think one of the most important things we can do as business owners and marketers is to create moments of human connection.

I’ve been a big believer for quite some time that there’s no more B2B or B2C. All business is human-to-human.

It doesn’t matter if you’re deciding who to hire, who to take on as a client, who to refer, or what strategic partnerships to pursue. The human element cannot be overstated.

It has to feel right. You have to feel some kind of connection.

Obviously, you’re not going to make someone feel like a mother hearing her 15-year-old son say he loves her for the first time.

But you can elicit a smile. An affirming nod. A lean forward. Maybe even an LOL. These are small, human moments that mean a lot.

You can create moments of human connection when you…

…tell a real-world story of how you made a difference for an individual or organization.

…share a personal anecdote that shows you can relate to a person’s challenges.

…simply listen to someone speak, let them finish their story, and respond thoughtfully.

…provide a window into who you are as an individual and what you stand for instead of “sticking to business.”

I’m not saying people will make decisions without hearing about the nuts and bolts of your business. They need to know what you do and the value of what you do.

But those conversations will carry more weight and become more memorable when you create moments of human connection along the way.

Having the solution to someone’s problem isn’t necessarily enough. There’s always someone else with a solution that’ll do the trick.

If you want to truly differentiate yourself in a way that influences decisions, focus on creating moments of human connection that will move a person to say…

“This person gets me. They don’t pretend to have all the answers, but they’re willing to listen and want to learn more. I feel comfortable with this person.”

When you establish that human connection, all the business details tend to fall into place. Because you’ve begun building a relationship based on something far more meaningful.

Shaping Culture and Vision: The Internal Value of Content Marketing

Wed, 13 Oct 2021 20:30:00 GMT

Most discussions about the value of content marketing focus on what you can accomplish by consistently creating compelling content for people outside the organization.

For example:

These are all extremely valuable attributes because they help you build the trust and confidence that form the foundation of any successful business relationship.

As authors become thought leaders, they often receive invitations for speaking engagements, panel discussions, interviews, and other opportunities to reinforce that thought leadership .

One of the earliest definitions of content marketing from the Content Marketing Institute also focuses on external value and objectives.

“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience – and, ultimately, to drive profitable customer action.”

All good stuff. But what about the internal value of content marketing?

I work with CEOs in several industries, from healthcare to accounting to commercial surveying, to develop thought leadership articles on a regular basis as part of their marketing plans.

While the primary goal is typically to cultivate external relationships and support business development, every executive has emphasized what they want these articles to help them accomplish internally .

They want their team to know what kind of culture they have or are trying to build.

They want their team to know their vision for the company.

They want their team to understand what their leaders stand for.

They want their team to represent the organization and service clients in a certain way.

They want to rally support for all of the above.

And they want to make sure each team member’s priorities are aligned with organizational priorities.

In fact, the leaders I’ve worked with aren’t afraid to ruffle the feathers of their own teams.

They’re happy to send a message that basically says, “If you don’t support what we do, why we do it, and what we’re trying to achieve as an organization, it might be best for all parties involved if you move on.”

This is especially important for companies undergoing a shift in culture and vision, as well as those that may have lost sight of their purpose and need to refocus.

Honestly, I hadn’t given much thought to the internal value of content marketing until these CEOs opened my eyes.

They showed me that content marketing can have both an internal and external audience. Although the audiences are very different, the same message can connect with both and deliver value to the organization in different ways.

Whether you view internal culture and vision alignment as a primary goal or secondary benefit, consider an important audience that’s often ignored when developing a content marketing strategy – your team.

It’s just one more way to increase the return on an already worthwhile investment.

How to Turn What’s in Your Brain and Heart into Strategic Marketing Content

Wed, 21 Jul 2021 20:50:00 GMT

This is a process that’s a heavier lift than you may think when approached as a DIY project, whether you’re a CEO, executive director, sales rep, attorney, clinician, CPA, contractor, or niche service provider.

How do you turn what’s inside you into thought leadership?

How do you channel your knowledge and passion into a message that matters to your ideal client?

How do you tell a story that makes an emotional connection while also supporting your marketing goals?

Every day, I help clients navigate this process, which I’ll explain here.

The client will typically have an idea or topic in mind, but one that needs to be refined before they share it with the world.

It could be directly tied to a topic on the client’s editorial calendar, or it could be a somewhat random topic inspired by an article they read or a recent conversation with a client or colleague.

Honestly, it’s usually the latter.

As much as we try to schedule topics in advance of targeted publish dates, editorial calendars are often torn up as new topics present themselves. And that’s not a bad thing, assuming the topic is truly relevant to the target audience and supports the marketing strategy.

Clients will say things like:

“I’ll tell you what I was thinking. You’re always able to figure me out.”
“I’m just going to do a brain dump and you tell me what we should do with it.”
“I know there’s a story in here somewhere.”

These are actual quotes, by the way.

Setting the Stage and Listening

Before we dive into what the client is thinking and feeling, I ask them to set the stage for me. Tell me why this topic is important, not just to the client but to the client’s audience. Tell me, on a high level, why we’re developing this content.

In other words, all content should have a strategic purpose, so we should try to identify that purpose before we dive into the topic.

Then I ask what inspired the topic and why the client feels so strongly about it.

And I listen.

If the client pauses for a few seconds, I don’t automatically jump in for the sake of preventing awkward silence. I let them gather their thoughts and continue so they don’t lose their train of thought.

A good marketing professional, especially a good content writer, is a good listener and sounding board.

A good listener is an information sponge who can then ask better questions to uncover more meaningful information and more interesting stories.

Throughout the process, my wheels are turning and angles are being considered for delivering the client’s message in the most powerful, memorable way.

Strategic Questioning

When I sense the timing is right to jump in and cultivate the client’s idea, I start asking questions.

More often than not, the client will say, “That’s an interesting question” or “Nobody has ever asked me that.”

Translation: “You’re making me dig deeper and think harder about this topic than I usually do.”

A big part of my job is to challenge clients to look at their organization, what they do, the value they deliver, and the needs of their clients in ways they hadn’t previously considered.

Asking questions that get below the surface will also help me make recommendations about what the core message of the content should be so I can steer the conversation in a certain direction.

Keeping It Real

Throughout this process, I can tell if the client is trying to predict how the content will look in its finished form before they answer a question. This can cause them to hold back instead of speaking frankly and openly.

In this case, I remind the client to forget about marketing. Forget the website. Forget the blog, the newsletter, and social media. Forget SEO.

Just tell me what you think. Tell me what you know. Tell me what you feel.

Don’t worry about using the perfect language. Finding the right words is my job.

Don’t worry if what you’re saying seems jumbled or out of order. Organizing everything you say and figuring out the right structure for your content are my job.

I record these conversations so I don’t miss anything. Instead of stopping the client to take notes, recording enables me to let the conversation flow freely, pay attention to what the client is saying, and come up with thoughtful questions.

By just letting it fly naturally, clients can share what they think and feel in the most authentic way, which allows me to capture that authenticity in their content.

Once we finish the conversation, I can listen back to the audio, do some independent research, and start the actual writing.

Did I mention my heavy lifting is done before the writing happens?

This Is Not a DIY Project. Or It Shouldn’t Be.

You might say to yourself, “This sounds too complicated. I’ll just do it myself.”

Oh, really?

How much time are you willing to devote to the process of getting your thoughts and emotions out of your brain and heart, organizing those thoughts and emotions into a coherent message, and telling your story in a way that resonates with your ideal client?

Even if you have the time, do you have the experience and ability to navigate this process effectively?

Then there’s the actual writing, which takes even longer.

I’ve had clients spin their wheels for hours trying to do this on their own, or even days when you factor in the writing.

For a short blog article, the process I’ve just outlined can be completed in as little as 10 minutes before I take over the writing part. We can get it done while you drive to the office or an appointment.

You also benefit from the perspective of an unbiased outsider who can provide objective, real-time feedback to your ideas and thought process. Challenge assumptions. Play devil’s advocate. Push you to dig deeper.

And then there’s that pesky writing part, which I take off your plate.

We minimize the time commitment on your part while creating more compelling, more authentic content that speaks directly to the needs of your ideal client.

Efficient and effective. Sounds like smart business to me.

If you’ve ever thought to yourself, “I have something important to say, but I’m not sure what the best approach is or how to get my knowledge and passion onto a page, and I sure as hell don’t have time to figure it out,” I can help.

If you’re a marketing director frustrated by the constant pushback you receive whenever you ask your team to contribute content, I can help.

Let’s talk .

Finding Your Writing Voice May Be Simpler Than You Think

Thu, 10 Jun 2021 00:25:00 GMT

Before I started writing this article, I poked around the vast online universe to see what kind of advice others were giving on this topic.

Just to clarify, I’m not talking about writing books. That’s way outside my wheelhouse.

I’m talking about marketing, like writing articles for LinkedIn, blogs, newsletters, or trade publications.

Many of the tips I found for finding your writing voice were… interesting. They include:

Write down three words that best describe you.
List your biggest influences (artistic, cultural, professional, etc.).
List your favorite authors/writers and why you like them.
Write and write and write some more.
Read and read and read some more.

None of these tips are necessarily bad. Some can be helpful.

But much of the advice about finding your writing voice is based on the misconception that writing voice is the same as writing style .

It’s not.

What Voice Is and Is Not

Voice isn’t about the language you use or how you structure sentences and paragraphs. And it has absolutely nothing to do with grammar.

Voice is far more personal.

Voice is your unique perspective and personality. How you express your experiences, thoughts, and feelings. How you convey your values and beliefs. The tone you use to tell stories.

This defines who you are and helps you connect with the reader.

Your voice is who you are.

There should be no difference in voice for writing, speaking engagements, presentations, podcasts, interviews, or any other platform or environment.

There’s just your voice. Period.

This distinctive voice should shine through in all forms of communication, whether on a screen, on paper, or in person.

Should you adapt your style, language, and tone depending on the format and audience? Possibly.

For example, the CEO of a large accounting firm might use a more formal approach with an article for an industry publication than a blog article.

But your voice – who you are and how you express yourself – should remain consistent.

To Find Your Voice, Hit the “Record” Button

The harder you have to look to find your voice, the less authentic that voice will be. In fact, you shouldn’t have to look beyond your own heart, soul, and brain.

The easiest and most authentic way to find your voice is to listen to yourself, unscripted. Open the voice recording app on your phone, hit the round red button, and set the phone down.

Record actual conversations with clients and prospects. Record Zoom meetings with people you just met at networking events. Listen back to those recordings to gain a better understanding of how you express yourself.

There’s a reason they call it your writing voice .

Writing should reflect how you speak. Not just the words, but the personality, tone, and emotion you express, the values you convey, and the stories you tell.

Like David Ogilvy said, “Write the way you talk. Naturally.”

The closer your writing replicates how you speak in a real-world conversation, the more authentic and natural it will sound.

My job is to write content for my clients in their voice. I’ve never once asked them to define their voice.

Instead, I hit the “record” button and ask a lot of questions. What they say and how they say it defines their voice and gives me all the direction I need.

I’ve also never believed you can “create” your voice. And the last thing you want to do is copy someone else’s.

“Be a voice, not an echo,” as Albert Einstein said.

You’re born with your voice. It can evolve, but it’s always inside you. Embrace it.

Final Thoughts

Some say you need to keep writing and writing to find your voice. I would spend some time listening first.

Work on becoming a more natural storyteller and communicating with clarity, conviction, and personality. Incorporate those qualities into your writing or work with a writer who knows how to capture your voice.

The better you understand who you are and how to express yourself, the more powerful and confident your voice will be, and the stronger connections you’ll make.

Stuck for Blog Topics? Answer These 7 Questions for Strategic Inspiration.

Thu, 25 Mar 2021 01:13:00 GMT

“I’m struggling to come up with blog topics.”

It’s something I hear at least once a month from my clients. And it’s not just the small business owner who’s wearing 12 different hats and being pulled in 12 different directions.

It’s the marketing director. It’s the account manager at a marketing agency. It’s the strategic marketing consultant.

When you blog consistently month after month for years, you’re bound to hit a wall. It happens to me from time to time.

I always come back to this list to break through that wall.

Not only does it help me come up with fresh ideas for blog topics, but it also brings me back to what’s helpful, useful, and valuable to my clients.

As you go through this exercise, be as specific as possible. When kicking around blog topic ideas with clients, I often find myself saying:

“That could be a separate topic.”
“You have enough information here for a three-part series.”
“This is a great topic, but let’s try to focus on one particular aspect of it.”

The more specific you are, the deeper you can dive into each topic. This translates to more value per article and more topic ideas to add to your pipeline.

I offer strategic planning calls for clients who hire me to write blog articles. Once we’ve defined the target audience and established goals and a high-level strategy, we use these regular calls to flesh out topics that support the strategy.

These are the questions I typically ask during each strategic planning call, especially when the client seems to be hitting a wall.

1) What questions do clients and prospects ask most often?

One of the primary functions of your blog is to educate your audience about what you do, the value of what you do, and various issues related to what you do.

What don’t people fully understand? What confuses them? What industry jargon or terminology is somewhat of a mystery to them?

Use your blog to address the most common questions from your target audience – one question per article.

The goal here is to replace confusion and doubt with clarity and confidence so people feel more comfortable doing business with you.

On the other hand…

2) What makes people un comfortable about doing business with you?

Just like answering questions will provide clarity, dealing with objections directly can help you speed up the sales process and potentially avoid awkward conversations.

We’ve all learned to be prepared for the most common client objections and respond accordingly. Your blog allows you to be proactive about overcoming obstacles to the sale.

What are the most common misconceptions, myths, or preconceived notions about what you do? What objections are untrue or unjustified and can be easily debunked with a clear, fact-based explanation?

The beauty of overcoming objections in a blog article is that you have the opportunity to deliver a perfectly worded explanation without interruption.

Use your blog to address any issues that might make people uncomfortable about doing business with you – one obstacle per article.

3) What do people want to learn how to do?

In my blog, I always discuss how to do different things related to copywriting and marketing, whether we’re talking about making website content voice search-friendly , writing your About page story , or answering the “what do you do” question .

Business owners and marketers will often say, “I don’t want to give that information away for free.” But here’s the thing.

If people don’t get that information from you, they’ll find it somewhere else. Wouldn’t you rather be their trusted, go-to information resource?

Remember, someone doesn’t automatically gain the ability or desire to do something on their own just because you showed them how to do it.

In many cases, a how-to article proves to your audience that they can’t do something themselves and need to hire a professional. The goal is to show you know what you’re talking about and convey the value of your expertise and the product or service you provide.

Think about a process your ideal client would like to understand better. Think about how your ideal client might benefit by learning certain steps or tips related to whatever it is you do.

Use your blog to walk your audience through a process, simplify that process using terms they understand, and show them how to do something – one “thing” per article.

4) What real-world stories capture the value of what you’re selling?

Nothing validates the claims you make in your marketing like a real-world story that shows how you’ve met a client’s expectations and delivered the result you promised.

For nonprofits, stories that show the impact of your fundraising – how donations are making a difference – serve the same purpose.

The key is to focus on the customer experience without glossing over the work your organization did to make that positive experience possible. Think of it as a success story rather than a more formal case study, but with the same general structure.

What problem were they facing? What solution did you offer? Were there any unique obstacles that had to be overcome? What result did you deliver? How did you take them from problem to desired outcome?

Use your blog to tell these stories so your audience can envision what it’s like to experience the end result of using your product or service – one success story per article.

5) What data supports your value proposition?

Is there data from a new or recent research study that helps to elevate the value of what you do? Share that data in a blog article.

You can build an entire article around a research study if the information is valuable to your audience and can inform their decision-making process. You can also cherry pick a statistic or two to hook the reader’s attention at the beginning of the article, or even in the headline.

The key to using data effectively is telling the story behind it. Why is it meaningful to your audience? What’s the context? What’s the takeaway?

Data alone can be compelling, but the story draws people in . The story adds emotion to the data and makes it more memorable.

Keep an eye out for data and trends that are relevant to your audience and use them as inspiration for new blog topics.

6) What does your organization stand for?

People want to work with organizations that share their values. Why you do what you do is often as important as what you do in the eyes of your clients and prospects.

Who are the people behind your organization? Why are they valuable members of your team? How do they represent what your organization stands for?

Share the stories of your team in your blog, from the C-suite to client-facing employees – one individual per article.

What worthy causes and organizations do you support? How do you support them? What kind of impact have you made?

Show people how your organization is making a difference – one program or organization per article.

These stories make people feel good about doing business with you, and feel good in general.

7) What topics have you covered previously that are worth covering again?

It’s okay to recycle an old topic or even a not-very-old topic. Just put a fresh spin on it based on the current state of your industry, your company’s current offerings, and your clients’ current needs – all of which tend to evolve over time.

Pssst… don’t tell anyone, but I wrote a blog article on this very topic seven years ago.

But guess what? Coming up with blog topics is still very much a challenge for my clients and prospects, so it’s a good time to revisit.

Final Takeaways

The questions I’ve outlined in this article are a starting point for a blog topic discussion. They typically lead to another round of questions that unearth a goldmine of ideas. The deeper you dig, the more you discover in terms of both quality and quantity.

This is why it helps to brainstorm topics strategically with someone who can offer an outsider’s perspective that you may not have considered.

It’s a process that involves molding unrefined thoughts into specific topics with specific angles that appeal to your ideal client.

When you put this level of thought into article ideas, your blog becomes a strategic marketing tool that supports your business goals. And you’ll never run out of topics.

Less Facts, More Feels: The Key to a Successful Small Business About Page

Fri, 29 Jan 2021 18:05:00 GMT

In the olden (not golden) days of the world wide web, About pages on websites were cold, sterile, and booooring.

You would typically find a mission statement riddled with jargon and marketing cliches, along with the business model, a list of products and services, the service area, hours of operation, number of employees, years in business, and perhaps a few bios for senior leadership.

If you’ve ever heard someone say, “People don’t read About pages,” that’s one reason why.

This isn’t true, by the way. Disloyal, price-obsessed prospects might not go to the About page of a small business website, but your ideal clients – the people who are interested in building long-term relationships – will want to get to know you better.

Although About pages have gotten better, they still tend to be overloaded with information, most of which isn’t particularly relevant or meaningful to a potential client.

Give people less facts and more of “the feels,” as my daughter would say.

You can communicate basic information about the company in a few sentences. Deeper details should be reserved for product and service pages.

The About page on a small business website should focus on making people feel good about your company.

Make them feel like you “get” them. Make them feel like you truly understand and care about their problems and want to solve them. Make them feel like you can relate.

Make them feel confident and hopeful that you can help them. Make them feel like they can trust you. Make them feel like your organization is made up of good people who share their values.

This will make them feel comfortable contacting you.

More often than not, the decision to contact you is based on how someone feels at that moment.

How do you make people feel good on your About page?

Focus on the human element. The success of any small businesses is based on the strength of its relationships.

Tell the story of your organization and the people behind it. For many small businesses, including mine , the person is the brand. Use video and images that show your people being themselves.

Tell the story of how the business started, why it started, and who was instrumental in getting it off the ground.

Explain what drives you each day. Share a brief story of how you solved a problem or made someone’s life better.

Use language and tone that sound like a real-world conversation and show your personality.

Be natural. Be yourself. If you’re trying hard to “be authentic,” you’re overthinking it. Just say what you feel.

One disclaimer:

Yes, your About page is the one page on your website where it’s okay to focus on yourself, but you still have to do it in a way that’s relevant, relatable, and appealing to your ideal client.

Tell your story, but don’t ramble incoherently. Storytelling should be strategic. Focus on what’s meaningful to someone who’s considering doing business with you.

Final Thoughts

The small business website as a whole should convey what you do, and the value of what you do, in a way that matters to your ideal client. Every page on your website helps to communicate your value proposition and competitive differentiators.

Information and facts need to be shared to accomplish these goals. But the primary job of the About page is to make people feel good about your organization.

It sounds so simple, but people want to be happy. They want to smile. Especially when they’re bludgeoned with negativity at every turn.

Think about how people will perceive your organization if you make them feel good.

When all other things are equal in terms of products, services, and cost, especially if you’re in a highly competitive field, the stories, values, and experiences you share on your About page, when taken together, could be the differentiator that causes someone to choose your organization over a competitor.

Focus on:

People, not products.

Connecting, not selling.

Stories, not a resumé.

Less facts. More feels.

You probably feel more of an emotional attachment to your About page than any other content on your website. That attachment can make it difficult to know what to say and how to say it strategically. If you need help identifying and organizing your most compelling stories and telling them in a way that makes your ideal client feel good, let’s talk .

What 2020 Stories Will You Tell to Support Your Growth in 2021?

Mon, 11 Jan 2021 21:44:00 GMT

Most people I know have already kicked 2020 to the curb and are eager to watch it disappear into the rearview mirror.

I can’t blame them.

At the same time, I wonder if learning opportunities are being missed.

One of my favorite quotes is from Nelson Mandela, who said, “I never lose. I either win or I learn.”

I reference this quote as a business owner, a dad, and a youth sports coach. It applies to every area of life.

We learn far more from adversity than we do when things go smoothly every day. Every difficult experience can be a learning experience and, in many cases, a story that should be told.

Why Should You Tell Your 2020 Stories?

Regardless of year, storytelling creates and strengthens connections between brands and audiences.

Stories reveal who you are and the values you represent.

Stories are inherently human and bring your people and clients to life.

Stories give people reasons to choose you and remain loyal to you.

Stories simplify the complex and make things easier to understand.

Stories help elevate the value of your product and your organization as a whole.

As for 2020, it has no peer when it comes to adversity, at least in my lifetime.

With Covid, racial injustice, bitter politics, and other lowlights serving as the backdrop, 2020 is filled with stories of triumph, tragedy, resilience, and recovery. And there’s no shortage of heroes and villains.

Stories set in a crisis help people make sense of the world around them, providing clarity during times of confusion and stress.

Stories build trust when people are filled with skepticism and doubt.

Stories are sources of motivation, inspiration, and empowerment.

Stories reinforce your brand’s purpose and meaning and show people what you stand for when it really matters.

After all, you can say you stand for X, Y, and Z when the world is nothing but sunshine and rainbows. But you show what you stand for during times of crisis.

This is when the real-world impact of who you are and why you do what you do comes into focus.

Keep in mind that storytelling isn’t just about targeting employees and prospects.

Last year, I started writing thought leadership articles for the CEO of a commercial property service provider (I’m being intentionally vague). He said his articles are just as important for reinforcing his company culture to his employees as they are to raising his profile with other CEOs.

After a year like 2020, reminding your team who you are, what you represent, and why you do what you do is a valuable exercise.

Growth isn’t just about generating leads and landing more clients. Sometimes the most important growth happens from within.

Uncovering Meaningful Stories from 2020

A lot happened in 2020. That doesn’t mean you have to tell every story you remember. Like any other form of marketing, storytelling should be approached to strategically.

This is about making an emotional connection, not selling features and benefits. When choosing which stories to tell, focus on three basic questions.

With these questions serving as the foundation of your storytelling strategy, reflect on the events of the past 12 months or so with the following questions in mind.

What adversity did you face as an organization and as an individual? How did you overcome that adversity?

What adversity did your clients face? How did you help them overcome adversity? Client success stories have never been more important.

Did you implement any changes to your business processes? Did you change how you serve your clients? Will any of these changes remain permanent because they’re effective and/or better represent your values?

What did you learn about your relationships – not just with clients, but with your co-workers, strategic partners, vendors, and friends? What events and experiences affected these relationships? How and why?

Did you develop an innovative solution to overcome a particular challenge? What was the challenge? How did you come up with the solution? How did the solution benefit your organization and/or your clients?

Looking beyond your own organization, what did you observe in the business community? How did other companies deal with adversity and overcome challenges? What did you observe that inspired you? How did these observations make you feel?

Within weeks of the first stay-at-home orders, I wrote about how Vinny G’s, my local bagel shop, responded to the pandemic . As a local food establishment, they made changes to reduce costs but also stepped up to serve the community in a big way.

As you reflect on your experiences from the past year, think about the stories that will be most meaningful to your audience.

My 2020 Story: The Short Version

As for my journey through 2020, things got real pretty quickly.

A few days after everything shut down here in New Jersey, I received three calls in two days from clients who were cancelling my services. Others soon followed.

Some were responding to the uncertainty caused by Covid. They just didn’t know what would happen next.

A couple clients that relied on live events and entertainment for income had no choice. Because their clients were forced to shut down, they had to shut down, too.

April and May ended up being the two lowest-revenue months since I took my business full-time. It was the first time I was seriously nervous about the future of my business.

But I made the difficult decision to stay the course.

I believed then, and continue to believe now, that sound marketing principles don’t change, even in a crisis. Tactics might change, but marketing fundamentals don’t. And I knew marketing would be essential to helping struggling businesses recover.

It was heartbreaking to see businesses close, especially those close to home. But I also saw that companies in several industries, from IT service providers to commercial cleaning, were busier than ever. There was still a need for what I do.

I sought out more virtual networking opportunities. I hosted my first webinar . A group of marketing service providers who I work with on a regular basis started a monthly networking group to discuss projects, ideas, and opportunities for collaboration.

I did take on a new client at a ridiculously low rate because the volume, and my need to generate revenue in the short-term, justified it.

I spent more time on business development, but it was a difficult balancing act. I would cringe when I saw companies exploiting the pandemic, often unintentionally, with phrases like “crisis-friendly pricing.”

Through it all, I didn’t change my services. I never considered a “pivot.”

Fortunately, my business started to recover in June.

Companies that were forced to take a closer look at their online presence weren’t happy with what they saw. Some were extremely busy and wanted to capitalize by optimizing their marketing. Others were using temporary downtime to update parts of their marketing arsenal that had been neglected for years.

One of my agency partners contacted me when their client, a small law firm that couldn’t get into a courtroom due to Covid restrictions, realized its website didn’t reflect the firm’s niche practice areas. We developed 12 pages of new content in about six weeks.

Websites, blog articles, video scripts, email marketing campaigns, and other projects started rolling in. One client that had suspended my services restarted. A couple new clients replaced those I had lost.

Fast forward to today and I’m in a much better place than I was almost a year ago.

2019 had been my best year by far. I have a long way to go to get back to that level and business is still unpredictable, but my company is well into the recovery stage.

Crazy thing is, as rough as it was to see the gains made in 2019 wiped away by circumstances that were out of my control, 2020 put things in perspective.

I know how bad things can get, and I know I can bounce back. I’ll control what I can control. I won’t be happy about things I can’t control, but I won’t obsess over them.

For example, 2020 reinforced the importance of strategic partnerships. I always tell people that my relationships with marketing agencies, website developers, graphic designers, video production companies, printers, and other marketing service providers keep me in business.

This is especially true during a crisis. The two-way value of those relationships has never been greater, especially as we continue to recover. Relationships will continue to be a top priority.

Speaking of relationships, my kids really put things in perspective.

My wife and I felt comfortable letting our kids play outside together with other kids around the same time as a few other parents in our neighborhood. These kids had always been friends, but they were so happy to see each other after being isolated for so long that they became closer than ever.

You never forget the kids you grew up with, right? I feel like my kids have reached that level.

It didn’t matter if it was steamy and humid during summer or bitter cold during winter. They wanted to go outside. When they’re inside, they’re doing Google Hangouts and making up dances to Hamilton .

Covid strengthened their friendships like it strengthened my business relationships. And I’ve never been prouder of my two girls than I have been during the biggest crisis of my lifetime.

They couldn’t go to school. They couldn’t have birthday parties. They couldn’t go on vacation. Most of their activities were cancelled.

But they persevered.

My 10-year-old is taking four dance classes. My 7-year-old is training for her second 5K. Outdoors. In the middle of winter.

When I see them happy and healthy despite the insanity that still dominates the news every day, it’s hard for me to get too upset about a bad month at the office. Instead of sounding the alarm, I can push forward with calm and confidence.

That’s perspective. And that could very well be the most important thing I’ve learned and gained from 2020.

Hate to sound cliché, but sometimes it takes serious adversity to make you realize how lucky you are.

So that’s my 2020 story, at least the short version. There are plenty of stories within this story that I still need to unpack. Stay tuned.

Ready to tell your stories? If you’d like to discuss how authentic, strategic storytelling can help you grow your organization, internally and externally, let’s talk .

Are You Doing Enough to Educate Your Prospects and Earn Their Business?

Thu, 19 Nov 2020 00:49:00 GMT

Earlier this year, I was interviewing a senior executive of an IT company for a thought leadership article. He had just wrapped up a series of virtual webinars and panel discussions about the cloud. Because so many more people have been working remotely since the pandemic, interest in the cloud, especially among small businesses, has gone through the roof.

When he got to the Q&A portions of these events, the questions often caught him off guard.

People weren’t asking about the complexity of integrating and monitoring multiple cloud platforms or how to protect data when employees use different devices from different locations.

The most common questions were…

What is the cloud? How does it work? How do I get to my data and applications if they’re in the cloud?

The next article for this IT company focused on very basic cloud terminology and functionality. Even though most people use the cloud every day without realizing it, basic knowledge of the cloud was lacking.

Sometimes you have to make sure your audience knows their ABCs before you worry about dangling prepositions.

The Business Value of Marketing Content that Educates

One of the most important jobs of your marketing content is to educate prospects, whether we’re talking about a service page on your company website, a blog article that answers to a common client question in detail, or a how-to video.

Rattling off a list of products, services, and benefits isn’t enough. People expect your marketing content to provide information that helps them make good decisions. Then they’ll care about your products and services.

When your content educates, you build confidence in your solutions and your organization as the provider of those solutions. You position yourself as an authority and an expert.

Educating your audience shows you understand their problems, needs, desires, and frustrations. You can empathize. You “get” them. And you’re offering solutions with their specific challenges in mind.

People appreciate your efforts to educate and your ability to relate. This helps you begin to establish an emotional connection between your brand and your audience.

Educational content is a valuable tool at every stage of the customer journey, whether you’re breaking the ice with people who are interacting with your company for the first time or reinforcing what you said during a consultation or demo.

The better job you do educating your audience, the tougher it is for them to say “no.”

Questions to Ask When Developing Content that Educates

1) Start with the very basics of what you do, the value of what you do, and the results you deliver.

Have you explained your value proposition in terms the average person can understand, focusing on the needs of your ideal client?

Instead of assuming a certain level of knowledge, make sure this information is crystal clear.

2) Talk about your process on a high level.

How do you take someone from problem and pain to solution and satisfaction? What steps are involved?

When people have at least a general idea of what to expect, they’ll be less apprehensive about investing in a product or taking on a project. And price will be less of an obstacle when they have a deeper understanding of why something costs what it does.

3) Talk about what makes you unique.

What is it that makes you different from or better than competitors?

Get beyond stale marketing cliches. For example, if you truly offer the “best service,” educate people about how and why your service is best. Share real-world success stories that validate those claims.

4) Answer the questions you hear on a regular basis and address obstacles to the sale.

How can you provide clarity, increase confidence, and reduce confusion? How can you clear up any myths, misconceptions, or preconceived notions that could be keeping someone from doing business with you?

Hint: If you’re not sure, ask your customers. They’re the most valuable yet underutilized source of marketing insights available. And they’re typically more than willing to help.

Say to them, “What information can I provide that would make you feel more comfortable purchasing XYZ from me?”

Wouldn’t you rather provide information than a discount?

An Educated Client Is Still Your Best Client

The people at Syms were onto something back in the day, weren’t they?

When you prioritize and invest in marketing content that educates, and deliver this content to the right people on a regular basis, you’ll have fewer obstacles to overcome. The focus will be on value, not price. You’ll build relationships based on trust, not transactions.

In other words, you’ll appeal to more people who fit the profile of your ideal client. These are the clients who bring the most long-term value to your company with their purchases, loyalty, and referrals.

Given the level of distrust in society in general, being viewed as a trusted source of information is a valuable position to hold in someone’s heart and mind.

Use your marketing content to stake your claim to that position. Educate your prospects. Provide them with the information they need to feel comfortable buying from you.

Need help developing content that educates your audience in a way that’s clear, concise, and compelling? Let’s talk .

B2B Content Marketing Study: Website Content Refreshes and Value Drive Success

Wed, 28 Oct 2020 20:47:00 GMT

Each year, the B2B Content Marketing Benchmarks, Budgets, and Trends report from the Content Marketing Institute is packed with valuable insights into what content marketers are doing and not doing and how those decisions are paying off.

This year’s report also shows how the pandemic is affecting content marketing strategies. For example, more than 80 percent of respondents said they pivoted quickly, and four out of five said their pivots were effective.

For the purposes of this article, I’m going to focus on a recurring theme that I noticed in the report and with many of my own clients – an increased focus on website enhancements, particularly content.

Fixing Old, Neglected Websites

According to the report, 40 percent of survey respondents changed their websites in response to the pandemic. With limited in-person interactions and live events scaled way back, I’ve spoken with business owners who looked at their websites with increased scrutiny.

Many didn’t like what they found.

Inaccurate or missing information. A message that fell flat. Broken links. Contact forms that didn’t work. Red flags about security risks.

Once summer rolled around and the initial shock of the pandemic wore off, I started getting a bunch of calls about website projects.

For example, a small law firm had evolved quite a bit since its website was built several years ago. They had shifted their focus to a number of niche practice areas but hadn’t updated their website to reflect that shift.

In less than a month, I worked with the law firm and its agency to write content for 11 web pages, each dedicated to a niche practice area. Since then, we’ve added four more pages of new content, bringing the total to 15.

The firm had extra time due to the pandemic and used that time to get its website house in order.

Smart move.

Keys to Content Marketing Success

According to respondents who reported the highest level of content marketing success, the top two factors in that success, by far, were the value their content provides (83 percent) and website changes/new content (60 percent).

The first point has been critical to content marketing success for more than 100 years. Long before the term “content marketing” existed, brands published magazines to convey the value of their products and services.

If you consistently provide clients and prospects with valuable content – the right message to the right people at the right time – you’ll build trust, position yourself and/or your company as a thought leader , and win business or referrals from your audience.

This core principle won’t ever change, regardless of new marketing platforms and technologies that may emerge.

The second point about developing new website content seems like common sense.

Make sure information is current, accurate, and relevant. Strengthen your message. Speak directly to the needs of your ideal client. Feed the Google monster.

New website content can come in many forms beyond words and images on a static web page. When asked what types of content were used in the past 12 months, there was a clear top tier:

Respondents said Blog Posts/Short Articles and Virtual Events/Webinars/Online Courses produced the best overall results for their organization.

Short blog articles are effective because they allow you to engage and educate your audience and address issues that are relevant to them on a regular basis. When done right, blogs are about helping, not selling.

At the same time, webinars and other virtual offerings have helped fill the interaction void created by the pandemic. Again, these are about helping, not selling.

For the record, I place each of the content types listed here under the website content umbrella because they all should live on your website.

Some are available to everyone. Some require you to fill out a form or sign up for an event. But they all should have a home on your website.

Overcoming Obstacles to Success

Respondents who reported the lowest level of content marketing success said the biggest reason involved challenges with content creation (63 percent).

Not coincidentally, content creation (70 percent) is also expected to be the biggest area of investment in 2021, followed by website enhancements (66 percent).

Most companies outsource content creation on some level. The biggest challenge with outsourcing, according to the study, is finding people with adequate topic expertise (69 percent).

I don’t buy it.

I get that some companies have complex offerings that require deep knowledge and familiarity to communicate effectively.

But seven out of 10? Come on.

Trivia question…

What do IT, accounting, mortgages, functional medicine, addiction, solar battery storage, commercial railing systems, fog machines, trailer hitches, and dumpsters have in common?

I’ve written about all of them. But I’d hardly consider myself an expert in any of them.

Sure, it’s helpful to partner with someone who knows your industry inside and out. But a good partner will know what questions to ask to fill information gaps and understand your audience.

Being a subject matter expert is your job, not mine.

My job is to communicate your knowledge, your passion, and your voice in a way that matters to your ideal client. My job is to break down complex or unfamiliar concepts in a way the average person can understand.

You’ll be much more likely to overcome the number one content creation challenge cited in this study if you focus less on subject matter expertise and more on the ability to interview and communicate.

Final Thoughts

There’s more to successful marketing than creating valuable, relevant website content. I get that.

You need the right design. You need a distribution strategy. You need a sales strategy. You need a process in place for cultivating leads. You need to be able to connect the dots between activity and revenue.

But the value of your website content in all forms to growing your business and building loyalty should not be overlooked, especially when face-to-face interactions are limited.

I encourage you to read the B2B Content Marketing Benchmarks, Budgets, and Trends report in its entirety. See which insights you can apply to your organization. Look for ways to avoid or overcome common challenges.

And if you need help updating and strengthening your message, let’s talk .

Live Interviews Over Questionnaires, Hands Down. Here’s Why.

Wed, 23 Sep 2020 17:27:00 GMT

Two days ago, I was speaking with a new client – the owner of a small, boutique accounting firm here in New Jersey – about her website content. She started the conversation by saying:

“I was so nervous before you called. I was wondering if I should have a cocktail first to take the edge off!”

I asked if I had said something last time we spoke to make her nervous. She said it was a questionnaire from her web developer that was giving her anxiety.

What colors do you want to see on your website? What words are most important to you? How would you describe your business?

She was afraid to give the wrong answer. It was like taking a test. Too much pressure.

This is one of many reasons why I interview clients instead of asking them to fill out questionnaires. Even the term “interview” sounds too formal. It’s a conversation.

I explained that we would just be having a conversation and I wouldn’t be grading her responses. I would only be asking questions to bring out the information I need to develop a message that would help her grow her firm.

Hundreds of conversations about marketing messages have taught me that if you try too hard to give the right answer, you probably won’t give the best answer. Or the answer you truly believe in.

Just say what you feel. Talk to me like you would talk to a friend.

That’s not easy when you’re typing or writing the answers to a questionnaire. And most people would rather talk about it than write about it. They would rather prepare for a call than do a homework assignment.

Here are a few more reasons why I believe in live interviews with clients – and record those interviews – as a means to uncovering and developing the strongest possible marketing message.

I want to capture your voice.

I need to understand how you communicate – your way of explaining things, the language you use, the figures of speech – so I can communicate the same way to your ideal client.

Having a relaxed conversation, and listening back to the audio of our conversation, allows me to write in your voice – either your individual voice or brand voice – so there’s no disconnect between what you say in writing and an actual conversation.

I want to have a free-flowing conversation.

The standard questions are only the beginning. The answers to the follow-up questions tell me what you really think and feel.

This is how I get into what’s unique about your business, your products, and the values you represent. This is how I get beyond the “who” and the “what” and into the “why” and the “how.”

Asking follow-up questions in the moment adds context to the thoughts and information being shared. It allows you to continue to expand on the original answer while it’s fresh in your mind.

I want you to keep talking.

Asking you to pause so I can scribble notes is awkward and disruptive. Not only is it kind of annoying, but it can break your train of thought and the momentum of the conversation.

Awkward, extended pauses can also lead to overthinking. Did I just give the right answer? Am I rambling? Is that what I should say on my About page?

I want you to just say what you feel. Let me figure out the right wording. That’s my job.

I don’t want to miss a thing (as Aerosmith used to say).

Because I’m not scrambling to take notes, I can listen to and process every word you say.

Because I’m recording, every bit of information is captured. I won’t have to bug you later with unnecessary calls or emails for clarification.

I probably won’t use much of what you say in your marketing content, but those parts of the conversation still help tell me who you are, what you do, why you do it, and how you make people’s lives better.

I want to build a relationship.

I started my conversation with the accountant by asking how her daughter was doing. She had mentioned last time we spoke that her daughter might be having complications with her pregnancy.

She’s fine, thank goodness, and so is the baby.

An immeasurable value-add from these conversations is the opportunity to build relationships. As we get to know each other, trust grows. Every conversation creates a closer partnership.

And the project becomes less about the transaction and more about the relationship.

Final Thoughts

You might assume a live interview is a heavier lift than a canned questionnaire. That’s actually not the case. Not for me, and definitely not for you.

I remember speaking with a physical therapist about a blog article while he was driving to a conference. His exact words?

“I’m so glad you do it this way. If I had to sit down and write the answers to questions, it would never get done.”

Based on my experience, live interviews save time for both sides.

Full disclosure: I did use questionnaires once was when I was writing staff bios for about 20 people. All bios were required to have the same format. For the sake of consistency, I used questionnaires. And yes, I had to follow up with about five or six people and ask them to expand upon one-word answers and clarify certain responses.

To be clear, the point of this article is not to bash marketing service providers who use questionnaires. If you have a model that works for you and your clients, go with it.

For me, the value of a live conversation can’t be replicated with a questionnaire. It’s an essential part of my business process, and one that my clients appreciate.

Those conversations are a prerequisite for effective marketing content. And they help me build the relationships that build and sustain my business.

If Your Product Is Complicated, Focus on How It Helps, Not How It Works

Wed, 12 Aug 2020 16:06:00 GMT

Simplicity sells. No doubt about it.

The easier a product is to understand, the more comfortable someone will be with their purchase decision. If they “get” how it works, they’ll be more likely to buy it.

They get the logic behind it. The process behind it. The science behind it. The technology behind it. The mechanics behind it.

For example, one of my dreams in life is to own a zero-turn riding mower. Turning at zero degrees would allow me to cover more ground in less time without leaving strips of grass uncut.

I get how it works, which makes the benefits – how it helps – even more obvious.

Unfortunately, not every product is simple. Just think about some of the products you use every day and how they work.

I don’t get how I can connect to the internet through the air. I don’t get how video and audio are delivered as data and magically appear on the screen of my laptop or smartphone when I click an app or type a URL.

But I gladly pay through the nose for that service. Why? Because I know how it helps.

It provides on-demand access to whatever content and applications I need to do my job.

If you can concisely explain how your product works in simple terms, do it. That simplicity is a selling point.

But marketing content should not be a user manual, especially for a complicated product.

Trying to explain how a complicated product works could just muddy the waters. It could frustrate and alienate potential buyers. At the very least, it could make them second-guess their decisions.

Instead, focus your marketing content on what people are really paying for – the end result – how your product solves a problem, fills a need, or makes one’s life better.

Focus on how it helps your ideal client.

An explanation of how a product helps, using everyday language and real-world scenarios, will be more relevant and have more impact than a potentially technical explanation of how a product works.

This is about cognitive fluency. Cognitive fluency is our ability to easily understand and evaluate information, and how we feel about that process. It involves both the logical and emotional aspects of decision-making.

The easier information is to understand, the higher our cognitive fluency. The higher our cognitive fluency, the better we feel about the process and the subject matter.

When it comes to purchase decisions, the better we understand and feel about something, the more likely we are to buy it.

In addition to the right messaging, things like design, font, font size, and line spacing contribute to cognitive fluency. Visual presentation is another topic for another day, but every part of your explanation of how your product helps should be as simple and easy to digest as possible.

It can be tempting to try to explain how your product works, even if it’s highly complex. You’re heavily invested in that product. You’re passionate about it. You have an emotional attachment to it.

But is that what matters most to your ideal client?

If a prospect wants to know how your product works, you can explain it to them. You can develop content that shows how it works.

The higher priority in the marketing of a complicated product, however, should be conveying how it helps. This will help build cognitive fluency so people can rationally justify their emotional decisions.

And the end result – how it helps – is ultimately what people are buying.

Someone in Romania Subscribed to My Blog After Seeing Me Quoted in a Video Created by an Organization Based in Canada. What?!?!

Wed, 01 Jul 2020 17:28:00 GMT

Last week, someone from Romania subscribed to my blog. I sent her a quick note to thank her for subscribing and asked how she found me. It’s not like I get subscribers from Romania every day.

She said she saw me in a video on user onboarding created by the Product-Led Institute . The Product-Led Institute, according to their website, is a global community of leading SaaS operators that produces some of the world’s top training on how to build a product-led business.

This new subscriber was nice enough to send me a link to the video. I skimmed through it and my jaw dropped when I saw the reference to me. Jump ahead to 1:50 to see the full context.

How cool is that? They even included a visual of my website!

Here’s the kicker. I published the blog article referenced in the video in February of 2015. More than five years later, that article is exposing me to a whole new audience.

Not to pat myself on the back too hard, but the line quoted in the video is pretty damn good:

“Flowery adjectives and adverbs are the enemies of content clarity and credibility.”

I started to wonder where else this little nugget of wisdom might have been quoted. A little digging revealed the quote or a variation was used in about eight articles and a few social media posts on Twitter and Pinterest.

Not too shabby, as Adam Sandler used to say.

Will I get business from this exposure? We’ll see. But now I’m on the radar of an extended, growing network of people, thanks to one line from an article I wrote five years ago.

The Reach and Value of Every Blog Article Extend Far Beyond the People You Know

In 2012, I wrote a blog article for Web.Search.Social. titled Why That Whole “People Don’t Want a Drill, They Want a Hole” Thing Doesn’t Go Far Enough .

The core message of the article was based on this often-cited statement from Harvard marketing professor Theodore Levitt: “People don’t want to buy a quarter-inch drill. They want a quarter-inch hole.”

The idea is that you should focus on selling the results of your product or service, not the product or service itself. I argued that Dr. Levitt’s statement doesn’t go far enough. In other words, the hole isn’t the end result. The end result is the project you complete with the drill and how that project makes your life better.

In early 2014, David Sorkin of New Frontier , a marketing agency here in New Jersey, was searching for that drill quote on Google. He wasn’t looking for a content writer.

But his search led him to my blog article. He liked my writing, contacted me, and hired me to write some content for his clients.

We’ve worked together on a bunch of projects over the years, and he referred a client to me as recently as May of this year.

I’ve also had clients from different parts of the country and even Europe contact me after a Google search with a somewhat random string of keywords led them to one of my blog articles.

I’m not sure how the folks from Product-Led Institute found my article, but each new view of their video introduces me to a new person.

To be clear, most business leads generated organically will come through people you know. The people on your email list. Your LinkedIn connections. Your social media followers.

These are people who already see you as a trusted expert and information resource.

My point is that a blog article with a permanent online home on your website has virtually unlimited reach. It’s not just the people you know and the people they know. Each article can be found in a lot of different ways for a lot of different reasons.

Someone’s intent might not be to hire you. They might not even be interested in what you do at first. But each article creates more opportunities for people to find you. That’s the first step to engagement and building a relationship that could help you grow your business.

If you want to go beyond your network and get on the radar of people you’ve never met – people who could turn into solid business leads and relationships – consider using a blog to consistently publish valuable, relevant content.

You could be introduced to people and places you never imagined.

If you’d like to discuss ideas for your blogging strategy and how to get started, let’s talk .

Office, Store, or Home-Based, Every Organization Needs a Google My Business Profile

Wed, 10 Jun 2020 20:18:00 GMT

I’ve been working from home for the better part of the last 13 years – a trailblazer, I guess – and running my own business from home for the last seven years.

I used to think Google My Business (formerly Google Local and Google Places) was only for companies that have a physical location. During the early years of this platform, I’m pretty sure that was the case, although I haven’t been able to confirm this.

Fast forward to today and Google My Business can and should be used by any company or nonprofit, whether you have an office or store or work from home.

I say this as a person who’s always hesitant to jump through hoops because Google said so. But Google My Business isn’t just about Google and it doesn’t require you to jump through hoops.

For example, this isn’t Google+. We all knew Google+ was a virtual wasteland that existed separate from popular Google services, but we created a profile anyway. It was a free and easy way to feed the Google monster and possibly boost search rankings.

Google My Business is different. Your profile is embedded in Google search results and integrated with popular Google services like Google Maps and Google Reviews. Claiming and verifying your Google My Business listing and creating a profile is free and probably easier than Google+.

In this article, I’m not discussing how to get started with Google My Business. There are plenty of “how to” articles and videos to help you get going. I’d like to focus on the value Google My Business can provide to small businesses and nonprofits.

Google My Business is more than a free tool that helps people find you and do business with you. It gives you a huge chunk of prime real estate in Google search results and allows you to control and manage the information that Google shares about your organization.

Prime Real Estate on Google

Google used to be the platform that directed you to the information you wanted. Today, Google wants to be the source of as much information as possible.

That’s why the Google knowledge panel – that section on the right side of Google search results where the information from your Google My Business profile is displayed – takes up such a large chunk of prime Google real estate.

In a nutshell, Google wants to be your Home page.

In a perfect Google world, you won’t have to go to a website. Everything you need is right there on Google – location, contact information, hours of operation, photos, videos, reviews, information about events and special offers, etc.

Of course, this won’t be the case for every business or nonprofit. A new prospect might need deeper information before they contact you. They can click the “Website” button that’s prominently displayed at the top of your Google knowledge panel.

But if someone wants to get a phone number or directions, buy tickets, see a menu, schedule an appointment, donate, ask a question, or see photos and videos of your work, they can do those things and more from Google.

Either way, having this kind of visibility on Google is a big deal. It’s like free advertising on the most visited website in the world. More visibility translates to more business leads.

Staking claim to this real estate to enhance your online presence also gives you credibility as a legit business or nonprofit. The more information and value you provide through your Google My Business profile, the more credibility you’ll have in the eyes, hearts, and minds of Google users.

Control What Google Says About You

With Google My Business, Google is giving you the choice to publish and control the information it shares about your business or nonprofit. For many organizations that choose not to create a profile, Google will publish information anyway. They’ll just get it from other “reliable” sources and piece together a profile.

If that information isn’t coming directly from you, how do you know it’s 100 percent accurate and up to date?

Will it show an old phone number or logo? Will it show your winter hours instead of your summer hours? Will it show a product or service you no longer offer while leaving out a product or service you do offer? Will important information be left out?

If someone tries to use bad information and finds out it’s wrong, they won’t blame Google. They’ll blame you. And it could cost you that’s person’s business or donation.

Google My Business makes it easy to publish and control information. It makes it easy to promote events, special offers, and updates about your organization. In fact, you can publish up to 10 Google Posts, or updates, simultaneously. I’ve used Google Posts to share blog articles and promote my recent webinar .

Google My Business makes it easy to update basic details, like hours of operation and contact information. You might take this kind of information for granted, but it could be changing more often this year than you would have expected due to the pandemic.

Google My Business makes it easy to monitor and respond to Google Reviews that are critical to managing your brand reputation. It allows you to quickly diffuse a negative review and show that you value and pay attention to feedback.

I never had any Google Reviews before I created a Google My Business profile less than a year ago. Since I started asking for reviews as part of my business process, I now have 15 Google Reviews at last check. Not a ton, but a great start.

With a Google My Business profile, you have total control. And you can use Google Insights to track user activity, see how people engage with your organization, and improve the quality and performance of your Google presence.

Quick Tip for Home-Based Businesses and Nonprofits

Even if you don’t have a physical location, you should still have a Google My Business profile. You just won’t have a specific place of business with a physical mailing address on Google Maps.

For my business, I still want people to know I’m based in Florence, NJ without sharing my home address. Here’s how I did it.

First, I left my business location blank.

Second, when choosing a service area, I entered Florence, NJ. Because I have clients all over the country and have worked with several European companies, I don’t have a defined service area anyway.

Because I chose Florence as my service area, Google shows Florence on a map above my company name in my knowledge panel (see above). The map isn’t labeled “service area.” From the user’s perspective, it looks like Google is simply displaying the town where I work on a map.

By the way, if you have a PO box, don’t use the address of the post office as your location. Google will probably show a picture of the post office.

The Epitome of Low-Hanging Fruit

I’m not sure there is any lower-hanging fruit from a marketing perspective than Google My Business.

Based on my discussions with small business owners and nonprofits, as well as marketing service providers who help these organizations, awareness of Google My Business is surprisingly low.

Start here . Claim and verify your Google My Business listing. Create a profile and provide as much content as you can.

It doesn’t matter if your organization is based in an office, a store, or your home. You need a Google My Business profile. Take control of what Google says about you, and take advantage of the prime real estate Google is offering.

Webinar: Position Yourself as an Expert with Content that Connects

Thu, 07 May 2020 14:54:00 GMT

Gone are the days when you could rattle off a list of services, features, and benefits, call it marketing, and expect people to do business with you. To earn the trust and confidence of your target audience, you need to position yourself as an expert in your field and show how you deliver value.

In this webinar, I discuss:

View the full webinar here:

Blog articles referenced during this webinar include:

Why It’s Time to Put the “Leader” Back in Thought Leadership (Note: The data in this article has been updated for the webinar with new data from the 2020 study.)

If You’re Not Sure How to Tell Your About Page Story, Start by Doing This

How the Right Marketing Content Can Speed Up the Sales Process

If Your Marketing Isn’t Working, Your Content Might Need an Empty Claim Audit

Stop Marketing to Businesses and Consumers, and Start Talking to Real People

Why Aren’t You Sharing Your Success Stories?

How Content Marketing Can Help You Overcome the Trust Deficit

Beyond Know, Like and Trust: The Deeper Value of Content Marketing

If you have any feedback on the webinar – what you liked, what you didn’t like, what you might be able to apply to your marketing strategy – I’d love to hear from you! Please share your thoughts via email at info@scottmckelvey.com . You can also leave a Google Review here .

Of course, if you need help developing content for your organization, you want to kick around some ideas, or you’d like to ask a few questions about anything related to marketing content, let’s talk .

Thank you to the Burlington County Regional Chamber of Commerce for inviting me to present this webinar, and thank you for watching!

Downtime Is a Good Time for a Stay-at-Home, DIY Marketing Audit

Wed, 15 Apr 2020 18:02:00 GMT

First, let me say that I realize not every business or individual is going through a slow period. Not everyone is relaxing and enjoying time with family, just waiting for things to get back to normal.

As if any of us know what normal will look like in six months, a year, or five years.

For those going through a difficult time – physically, psychologically, financially – you’re not alone.

Personally, my loved ones are healthy and safe, although we had a major scare with a close family member who has recovered from COVID-19.

Professionally, my business has taken it on the chin since mid-March with a bunch of clients suspending my services. For now, I’m keeping my head above water. Barely.

Given the circumstances, I’ll take it.

That said, this crisis will pass. I’m confident that many businesses can eventually rebuild and recover. In the meantime, I’m taking advantage of some rare downtime to prepare for an eventual uptick in business.

I thought I’d share the details of my own stay-at-home, DIY marketing audit, which I realized was long overdue. You might want to take some of the same steps if you’re fortunate enough to have a little time on your hands.

Why Every Organization Needs a Marketing Audit

Unless you have a startup or your organization has gone through a complete rebranding, you’ve probably taken a piecemeal approach to creating or updating various marketing platforms and channels.

As time passes and the business grows and evolves, you might add or remove products, services, and capabilities. You might increase or decrease staff. On your website, you might add or remove forms, plugins, and other bells and whistles.

As you make changes, things can get overlooked. Stuff can stop functioning properly. Mistakes happen.

That’s why every business and nonprofit should go through every marketing tool in the shed at some point to identify errors and areas for improvement and make the necessary updates.

Marketing Platforms and Channels to Audit

This will vary depending on your industry or the type of organization you have. Law firms, restaurants, financial planners, contractors, and website developers are probably marketing themselves differently. If you have a physical or online presence somewhere, anywhere, you should take a close look at each area and make sure it’s up to snuff.

These marketing platforms and channels include but are not limited to:

Don’t forget about those online profiles or accounts you created because they were free. You figured, “Why not? Can’t hurt.”

Google your business name to see just how extensive your online presence is. Unless those platforms shut down, your information is still there. It’s searchable. And if you haven’t been back to those platforms since you created your profile or account, there’s a good chance they need to be updated.

For example, I created a profile on Alignable a few years ago. Why not? Can’t hurt, right?

I admit that I didn’t put as much effort as I should have into that profile or the platform in general. When I took a closer look, I learned that some of my best referral sources, according to my profile, were hobby shops and toy stores. One of my core services was public relations.

I’d love to work with hobby shops and toy stores, but I never have. I write press releases, but I don’t offer public relations as a service.

This was embarrassing. And it could have been costing me business.

I don’t know how many people find me through Alignable, but when I Googled my business name, my Alignable profile was third in organic search results, below my website and LinkedIn profile, above my Princeton Mercer Chamber listing, and to the left of my Google My Business profile (not pictured).

Long story short, I fixed this problem immediately. It took me about 10 minutes. And it could help me generate some business leads.

What You Should Be Checking

Are your business name, logo, and tag line current?

Is basic information – phone number, email, address, hours of operation – current and accurate? I’ve been burned several times when visiting retail businesses because they hadn’t updated their business hours from season to season.

Are team bios and headshots current?

Are your products and services current, accurate, and clearly communicated? I don’t know how many times a client has said to me, “Oh, we don’t even do that anymore.”

Are your messaging and imagery current and consistent across all platforms? For example, if you updated your website last year, did you update LinkedIn and Facebook with similar messaging and imagery?

Is your mobile-responsive website displaying as it should?

Does your messaging speak to the needs of your ideal client? Is it written in everyday, conversational language that the average person can understand? Are you telling your story and communicating who you are as an organization? Are you giving people compelling reasons to do business with you?

Do your calls-to-action tell people exactly what they should do next and remind them how they’ll benefit by taking that action?

Are all contact and registration forms, as well as the automated emails that follow, functioning properly? When was the last time you tested them? What do those emails say?

Are all links working? Does each one take you to a secure website?

Are videos and animations working? How is the video quality? How is the audio quality? Audio quality is often overlooked in videos.

Are website plugins functioning properly? Are they still being updated? When I updated my website last year, I discovered the social sharing plugin I was using hadn’t been updated in two years, which is why people couldn’t share my blogs on Facebook.

Are there any lingering negative reviews that need a response on Google, Facebook, Yelp, and other platforms? Have you made it a standard part of your business process to request reviews?

Do portfolio items, work samples, case studies, success stories, and white papers reflect your current capabilities? Is it time to freshen up these areas with more recent content?

Fixing the Problem

The vast majority of these and other issues can be fixed in a matter of minutes.

Some will take time and money to address properly. I’m not suggesting that you need to do everything at once, especially under current circumstances.

What I would suggest is that you prioritize the updates to your marketing strategy and gather as much information as you can, both internally and externally. Assemble a team to manage and execute these updates. Then create a plan with a realistic timeline and costs.

If you’re going through a slow period, I know how much it sucks. Trust me. I’m in the same boat. But we can only control what we can control. I loathe clichés, but this one is true.

Marketing often gets pushed to the backburner because you’re too busy with other things. That’s not an issue for the time being.

Why not take advantage of this temporary downtime?

By identifying errors and areas of need, addressing these issues, and getting your marketing house in order, you can put your company in a position to accelerate its recovery when the time comes.

If you think your marketing would benefit from a fresh perspective, let’s talk. If the solutions you need aren’t in my wheelhouse, I’m sure I know someone who can help. I’m very fortunate to have a network of marketing professionals who I collaborate with on a regular basis, and I’m always happy to share those resources. Contact me to get the ball rolling.

A Lesson in Surviving a Crisis from My Local Bagel Shop (Plus My Random Thoughts)

Wed, 01 Apr 2020 21:03:00 GMT

My family’s first day of social distancing was on my birthday. Awesome.

The decision to close my daughters’ schools had been announced the night before, although we knew it was coming. People were finally waking up to the seriousness of the coronavirus pandemic.

The first priority for my wife and me was to maintain a sense of normalcy for our daughters, ages 6 and 9. Come up with a routine that would somewhat resemble their school schedule, keep them as active as possible, and figure out ways for them to interact with family and friends who they may not see for months.

As my wife and I were scrambling to homeschool our kids while working full-time from home, I was getting bombarded with marketing emails and social media posts.

Many were well-intentioned but a bit tone deaf. Others were sales pitches dressed up as offers to help. Some were flat out exploiting a crisis.

Very few seemed relevant or important to me at the time.

As a writer, this was probably the first time in my career when I didn’t know what to write.

I’m not talking about writer’s block. I’m talking about knowing the appropriate thing to say.

I figured a lot of other people were in the same boat as me. Scrambling. Anxious. Uncertain.

And I knew many others were facing much more difficult circumstances on a daily basis.

Was I really going to write about content writing ? At that point, would anyone care? When businesses are trying to stay open and avoid laying off staff, who am I to say they should do X, Y and Z?

There’s a time and a place for that message, but this wasn’t it.

So I decided to write nothing.

I started reaching out to clients to see how they were doing, but I didn’t publish a blog as I normally would.

Instead, I observed. Listened. Read. Waited.

One thing that jumped out at me right in my own backyard was the way my local bagel shop responded when the pandemic really forced people to change their habits. Local restaurants have been hit hard, and Vinny G’s Bagels & Deli in lovely Florence, NJ is no exception.

But they stepped up in a big way.

Instead of pretending to have a magic marketing formula in times of crisis, I’d like to share the story of what I’ve seen from Vinny G’s. Truth be told, this isn’t as much a marketing story as it is a survival story that has turned into a feel-good story.

My hope is that organizations of all sizes, but especially small businesses, can learn from their example.

Communication, Communication, Communication

In our little town of 12,000 people, many small businesses rely on Facebook and word of mouth to communicate with customers. On the first day our town really started to stay home, Vinny G’s offered a dose of reality to their customers.

The owners came right out and said that Vinny G’s might not have the cash flow to reopen if forced to close. They encouraged the community to support local restaurants and businesses that do so much for the community throughout the year.

They also asked if anyone had a contact at the local Amazon distribution center, which might be interested in placing large lunch orders. Someone must have made a connection because they were fulfilling an Amazon order while my wife was picking up lunch last week. Nothing like a little networking and a warm referral.

Feeling the pinch, Vinny G’s announced reduced hours of operation and a scaled-back menu to control costs. Each time they tweaked their hours and services, these changes and the reasoning behind them have been clearly communicated to the community.

Days before the State of New Jersey limited restaurants to takeout, Vinny G’s took it upon themselves to announce that they were suspending inside dining, eventually moving to delivery, curbside pickup, and window service only. They stopped their popular Food Fest Friday takeout promotion to prevent people from crowding outside their restaurant, even though it would have been legal.

The point here is that they were being proactive to protect the health and safety of their customers instead of waiting to be told to be responsible by the government.

Being Good Humans

Since day one, the message has been, “We’re all in this together.” As it should be.

With each social media update, Vinny G’s has thanked the community for their support. Every single time. Feeling and expressing gratitude can help anyone get through a crisis.

Vinny G’s also happens to realize that all individuals, families, and businesses are facing unique challenges.

For example, many families have found empty shelves at grocery stores during the pandemic. To make matters worse, parents who relied on schools to provide their children with breakfast and lunch each day had the option to pick up meals from school, but this isn’t always possible for working parents.

Two days into social distancing, Vinny G’s offered to order eggs, bread, lunch meats, cheeses, and other products for people in the community through its only vendor. This would not only provide people with access to the food they need, but they could also take advantage of bulk pricing.

No upcharge for this service. Customers pay what Vinny G’s pays.

A few days later, Vinny G’s announced that they would be closing an hour earlier each day but offering free lunches for kids. They started with grilled cheese or cream cheese bagels for an hour each day.

Because of the overwhelming response, Vinny G’s now offers special kids’ lunches for about two hours each day – soup and a sandwich, mac and cheese with chicken and broccoli, burgers or hot dogs and tots, pasta, pancakes and eggs, etc.

Free lunches for kids. No questions asked. Doesn’t matter where you’re from. Just make sure a parent or guardian is there. They’ve been feeding anywhere from 15-50 kids each day.

From a Vinny G’s Facebook post, dated March 20:

We are truly humbled and overwhelmed with joy with how the community is coming together to support us. We’ve had people come and give us donations. We’re so thankful. Thank you. We’ll be able to hand out OJ, chocolate milk or water to go along with the meals for the kids. We are lost for words from all the love. From the bottom of our hearts. Thank you. Thank you.

Less than a week after announcing free lunches for kids, the local newspaper published a feature on Vinny G’s and their free kids’ lunch initiative.

The outpouring from local residents has been inspiring. “A blessing,” “you guys are the best,” “great service to our community,” and “customer for life” have been some of the recurring themes in thank you messages on Facebook.

Keep in mind that Vinny G’s is still in survival mode. Nobody knows when life will return to normal. Even if they take a big financial hit, which they probably expect to absorb, they’ve said and done all the right things. They’ve shown who they are and the values that drive them.

In a nutshell, Vinny G’s has gone all-in with the community they serve, and this community has given every indication that they’re ready to reward that goodwill over the long haul.

As a customer and neighbor, this kind of story makes me proud of our little town of Florence.

A Few Closing Thoughts

As I was watching a recent coronavirus press briefing, Dr. Birx said:

There’s no magic vaccine or therapy. It’s just behaviors. Each of our behaviors translating into something that changes the course of this viral pandemic over the next 30 days.

I think this also applies to how businesses of any size approach marketing and communication, especially in times of crisis.

Everyone knows this isn’t the time for marketing as usual. But if you’re looking for a best practices guide for marketing during a pandemic, you’re not going to find it. We’re in uncharted territory.

Ultimately, brands will be defined by what they say and do.

Basic marketing principles still apply. Get the right message in front of the right person at the right time. During a period of uncertainty and anxiety, these basics get a bit more complicated.

We all need to be honest with ourselves about the realities our audiences are facing and how relevant our brands are to them at this moment.

For every person using their free time to binge watch Tiger King and clean out their closets, there’s another person struggling to get work done, homeschool two kids, care for a baby, and pay the rent.

For every person enjoying extra family time, there’s another person feeling a sense of loneliness and isolation.

For every person feeling safe at home, there’s another person putting on a uniform, an N95 mask, or a grocery store apron and entering a potentially lethal environment.

Knowing and respecting the audience and nailing the message have never been more important. Transparent communication and being a good human have never been more important.

For many businesses, short-term revenue increases will likely have to take a backseat to long-term brand equity. I’m not saying it’s inappropriate to seek new clients and try to grow your business. You just have to proceed with caution and sensitivity.

I would suggest focusing on your current clients. Find out how they’re doing and what they need. They might not want to talk about it, and that’s fine. If not, at least they got the message that you care.

At the end of the day, relationships are everything. We should be asking, “What can I say and do to earn and maintain someone’s trust and provide value in a way that respects their current reality?”

Those who know me understand how much I despise clichés, but I’ll say it again. We’re all in this together.

Show empathy. Be authentic. Be grateful. And be a good human.

Gift or Pitch? Why the Intent of Your Marketing Content Matters

Wed, 04 Mar 2020 21:47:00 GMT

Last month, I went to a Lower Bucks County Chamber of Commerce event where the speaker, Brynne Tillman , delivered a keynote on using LinkedIn for social selling. Excellent presentation, by the way, even for the most experienced LinkedIn users.

One of her recommendations for following up with a new contact after a networking event is to connect on LinkedIn and share content that the person would find useful and relevant.

Brynne pointed out that networkers often make the mistake of turning this helpful gesture into what amounts to a sales pitch.

In other words, it would be a terrible idea for me to send a link to an article and end my message with something like, “Would you like to schedule a call to go over your website content or discuss how we can get your blog off the ground?”

Brynne said to think of the content you’re sharing as a gift. Don’t expect something in return. Just deliver something of value, literally, to start the new relationship on the right foot.

I see quite a few companies and marketers making the same mistake with their marketing content. Blog articles, newsletters, videos, emails, and other content are basically sales pitches wrapped up (pun intended) as helpful tips, insights, best practices, or how-to guides.

The problem is, you’re not fooling anyone with this approach. They know exactly what your intent is.

That’s the keyword here. Intent.

If someone believes your intent is in any way self-serving, they immediately raise their guard up. They’re more suspicious of the claims you make and less likely to believe you.

Those concerns are justified because you weren’t upfront or transparent about your intent. Maybe you were deceptive or flat-out dishonest.

Ironically, any chance at a sale was lost, thanks to a lame sales pitch.

Think of Your Content as a Gift

If you want people to believe and trust your brand, develop marketing content with the right intent.

Focus on providing your audience with useful information. Educate them. Provide a solution to a problem. Share a relatable story. Be authentic. Take a stance on an issue and back it up with sound reasoning.

Approach your content with a mindset that says, “This is how I can help people,” not “This is how I can get them to buy something.”

When your intent is to help and not to sell, your audience will be much more open to what you have to say. They’ll be more likely to believe you and perceive your brand as a credible, trustworthy source of information.

A Call-to-Action Is Still Okay If…

Content intended to help people can still have a call-to-action at the end. After all, a call-to-action isn’t necessarily a sales pitch.

A call-to-action should tell someone not only what to do next, but how they’ll benefit by taking that action. If your content was delivered with the right intent, the call-to-action is just an extension of that message. It’s an offer to help.

On the other hand, if you say something silly like “call today to save 15% on XYZ,” you’ve reverted to sales mode. You’ve shown your intent is self-serving. And you’ve blown any trust your content may have created.

Clarify Your Intent

Suppose you think your intent is to help but your audience thinks you’re trying to sell. Guess whose opinion matters more.

Make sure your intent is crystal clear. Leave no room for doubt. Run your marketing content past someone who’s not connected with your brand just to be sure.

Think of it this way. Just about everybody would welcome a little help in some area of their life. Just about nobody wants to be subjected to a sales pitch.

Make your content a gift. Lose the pitch.

Landing Page Content: How Much You Need and Keys to Maximizing Conversions

Wed, 05 Feb 2020 20:18:00 GMT

When I’m asked to write landing page content, the client often has one directive.

“Keep it short! Nobody will read more than the headline and a couple paragraphs. Just get them to click!”

My philosophy on content length is simple. If I can, for example, shorten 300 words of content to 200 words without sacrificing the impact of the message, I’ll go with the shorter content. But I’ll never cut content to reach an arbitrary number based on the misconception that people don’t read.

Landing pages are no exception.

But before you develop your message and write the content, you need to understand the landing page’s job.

The Purpose of a Landing Page

The purpose of a landing page is to get users to take a specific action in support of a specific goal. With any advertising campaign – Google search, email marketing, YouTube ads, display ads, social media sponsored posts – a click should “land” the user on a hyper-focused landing page.

Your website’s home page is not a landing page. Neither are product or service pages. Those pages typically have distractions like navigation, social links, videos, calls-to-action, and information that aren’t directly tied to the specific goal of your landing page.

Distractions reduce conversions.

Conversions come in many forms, like filling out a form, entering a contest, or making a purchase. But every element of a landing page should be focused on getting each user to take the same action.

Basic questions landing page content should answer include:

Factors that Determine How Much Content You Need on Your Landing Page

When people ask me how long their content should be, my answer is always the same. Content should be as long as it takes to make your point thoroughly and convincingly so the user will take action.

That could mean 100 words of content. Or 500 words. Or somewhere in between.

Don’t assume people have the attention span of a toddler. People will read longer content on your landing page if they’re interested but need more convincing. It’s your job to give them something worth reading.

Think of it this way.

If someone has been convinced to take action and doesn’t want to read every word on the page, nothing is forcing them to continue. They can hit the button, fill out the form, or make a purchase or donation.

On the other hand, are you willing to risk shortchanging the people who do need more convincing – just because you’ve been told everything should be short and sweet? That’s a dangerous (and inaccurate) assumption that will cost you conversions.

Here are some general guidelines to help you determine how much content you need on your landing page.

Keep your content relatively short if:

Longer content could be needed if:

How to Succeed with Longer Content

When adding content to your landing page, be strategic. Just like you shouldn’t keep it short to adhere to some arbitrary word count, don’t make content longer just for the sake of adding words.

Use your content to overcome objections and misconceptions. Provide data that demonstrates the value of what you’re offering and supports your claims. Share testimonials, success stories, or reviews. Explain the consequences of not taking action.

Of course, large blocks of text are a bad idea in any online or print format, landing pages included. To break up your written content and make your landing page easier to scan:

If your product or service, offer, and audience warrant longer content, include your call-to-action in different areas of your landing page. This is especially important for mobile users who need to scroll to see every element on the page. Users should be able to take action with little or no effort.

Final Thoughts

Every landing page should be campaign-specific. Focus and consistency are key. Your home page and product and service pages are for organic search, not conversion-driven campaigns.

If longer content makes sense, structure the page in a way that guides the user on a journey that’s compelling and easy to follow. Deliver your message in digestible chunks. Regardless of how much content you have, make your call-to-action obvious and crystal clear.

“Long or short” is the wrong question to ask when it comes to landing page content. Think about your offer, your audience, what you need to say to convince them to take action, and how to present this information visually. This will ultimately determine the success of your landing pages and advertising campaigns.

Need help developing content for your landing pages? Have previous campaigns underperformed? I can help you develop a message that resonates with your audience and maximizes conversions. Let’s talk .

Strategic Marketing Message or Words on a Page: Which Describes Your Website Content?

Thu, 09 Jan 2020 01:29:00 GMT

Lately, I’ve been receiving a bunch of requests to rewrite website content. Not as part of an overhaul of an ancient website, and not to account for recent organizational changes, but to simply replace content that’s no more than a year old.

Why is this happening? A few reasons…

Regardless of the reason, each business or organization ended up with words on a page instead of a strategic marketing message.

Fortunately, these businesses that contacted me recognized the problem and took action to fix it. Unfortunately, many others don’t realize their website content is bad and wonder why the site isn’t producing leads or sales.

How to Reach a Verdict

Are you unsure if your website content delivers a strategic marketing message or is little more than words on a page? Beyond making sure your website clearly explains who you are, what you do, and the value you deliver, ask yourself these questions.

Does your website content sell the experience and results of doing business with you?

Because people don’t care about your tax services. They’ll remember how you treated them and helped them pay as little in taxes as the law allows.

Does your website content tell your story? Not “once upon a time,” but who you are as a business and how you make people’s lives better?

Because the cost of your legal services will be a lot easier to swallow when people see how you helped someone in a desperate situation receive the justice they deserved. When all other things are equal, your story could be the difference maker.

Does your website content weave your value proposition into your story in a way that’s understandable, relatable, and believable?

Because homeowners will be less likely to go to a big home improvement store for new hardwood floors after you’ve explained how you walk them through the process, from measurement and transparent pricing to choosing a style and installation.

Does your website content make a strong enough case to compel someone to pick up the phone, send an email, or fill out a form?

Because there are plenty of mortgage lenders out there. If your website content doesn’t differentiate you from the competition, people will keep looking.

Of course, the most important question is this:

Is your website generating leads and helping you make money?

Because your website content may wax poetic, but the goal isn’t to win creative writing awards. You need to see real business results.

Make Website Content a Priority. And Fix It if You Didn’t.

I didn’t write this article to call anyone out. I don’t expect you to stand up and say, “Guilty as charged! My website content stinks!”

Instead, I want you to view your website content as a critical component of your marketing strategy and online presence, not just words on a page. More often than not, the effectiveness of website content correlates with how much effort, research, objective analysis, and investment went into it.

Which is the smarter approach? Take shortcuts at the beginning, potentially leave money on the table, and spend more time and money rewriting your website content later? Or make website content a priority from day one so you have a strategic marketing message instead of words on a page?

Take a hard look at your website content and ask yourself the questions above. Ask an outsider who has no connection or emotional attachment to your organization to provide a brutally honest evaluation. Be honest about whether your website content would be accurately described as a strategic marketing message or words on a page.

If you learn your website content is weak, fix it. Hire someone if you don’t have the in-house talent for the job.

If you’re building or revamping your website, understand that written content is just as important as design, functionality, and user experience. Bring in a professional content writer to help you identify the right message and communicate it in a way that matters to your ideal client.

Even in an age of imagery and video, words matter. The right words matter. The strategy behind the words matters. Your story matters. Give them the attention they deserve.

Why It’s Time to Put the “Leader” Back in Thought Leadership

Wed, 04 Dec 2019 23:08:00 GMT

Back in 2013, Forbes included “thought leadership” in its compilation of the most annoying business slang. The author basically said thought leadership was nothing but a snobbish word for “expertise.”

I can’t argue about thought leadership being an overused term. But equating thought leadership with expertise is a gross oversimplification.

The fact is, thought leadership can still be a powerful marketing tool, especially when it comes from the top. The CEO. The president. The executive director. The managing partner. A senior vice president.

What Is Thought Leadership?

Everyone has their own definition, but here’s mine:

Thought leadership is the sharing of insights, information, and/or innovative ideas that reflect the knowledge, perspective, and unique voice of an authority figure in a particular field.

In other words, thought leadership goes deeper than expertise. It has to be shared. It has to have value. It has to be distinguishable from others. And it has to come from people who know what they’re talking about.

How Thought Leadership Went Off the Rails

One reason thought leadership devolved into annoying slang is that it became watered-down. Anyone could publish a blog article, create a video, or email a newsletter with little effort or investment. Just recycle the same ideas as other people or go off on a half-baked rant with no factual basis.

You didn’t even need a website. You could just publish content on social media.

The relative ease of publishing led to an oversaturation of bad content. Although LinkedIn continues to be an effective platform, too many organizations use it as a dumping ground for self-serving, self-promotional content stuffed with keywords and sales pitches, all dressed up as “thought leadership.”

This has caused many marketers to shy away from developing thought leadership content.

But here’s the thing. Business decision-makers still see value in thought leadership. Real thought leadership.

According to the 2019 Edelman-LinkedIn B2B Thought Leadership Impact Study , 58 percent of decision-makers consumed thought leadership content for at least one hour per week in 2018, compared to 50 percent in 2017. The largest increase came from those who spent at least four hours per week consuming thought leadership content (12 percent to 21 percent).

55 percent used thought leadership content to evaluate potential partners and vendors. 92 percent said this content increased their respect for an organization. 75 percent said they’ll follow an author or organization based on thought leadership.

The Disconnect in the Perceived Value of Thought Leadership

The research also revealed a disconnect in how business decision-makers and marketers view thought leadership content. More specifically, buyers value thought leadership a lot more than sellers and content creators.

Of course, thought leadership isn’t just about finding new business. 55 percent of decision-makers said they purchased more from an existing partner or vendor because of thought leadership content. 60 percent bought a product or service they hadn’t previously considered.

But there’s a downside. Poor thought leadership content can have the opposite effect, causing decision-makers to stop following an author or organization (60 percent), lose trust (46 percent), and take their business elsewhere (29 percent).

Unfortunately, one area of agreement for decision-makers and marketers involves the quality of thought leadership content, or lack thereof. Just 18 percent of decision-makers and 25 percent of content creators rate the content they consume as “excellent or very good.”

The good news is, if most of the content out there is less than stellar or downright poor, there’s a tremendous opportunity for organizations that commit to developing true thought leadership content.

How to Create Thought Leadership Content that Works

Put the “leader” back in thought leadership.

Thought leadership should come from the leaders mentioned at the beginning of this article – the CEO, president, executive director, managing partner, senior vice president – not the person who draws the short straw when the marketing folks say you need fresh content.

Put the weight of a senior executive’s name and title behind your content. This instantly gives your content more credibility and makes it more likely to grab the attention of decision-makers.

That doesn’t mean senior executives need to spend an entire day writing an article. But they do need to contribute more than a by-line.

They need to make thought leadership a priority. They need to think about what insights they can provide that would be helpful to the reader. They need to be prepared to share relatable stories that support the topic. They need to be willing to take a stand on certain issues.

That’s what leaders do.

As for the actual writing, a good content writer and interviewer can extract the right information, communicate passion and vision, capture the senior executive’s voice, and tell the story in a way that’s relevant to the target audience. This will make it easier for executives to commit to developing fresh content consistently over the long haul.

In addition to generating leads, closing sales, and building trust as illustrated by the Edelman-LinkedIn research, a thought leadership strategy can help executives land speaking engagements at conferences and chamber events. It can help them score media interviews. It can raise their profile and the brand’s profile.

When you develop the right content, focus on helping and not selling, and get your content in front of the right people, your senior executive will be recognized as… wait for it… a thought leader.

To be clear, I would never suggest doing away with SEO strategies, and there’s a place for promoting products and services. However, the top goals when developing thought leadership content are providing value, offering a unique perspective, and positioning the executive and the organization as experts in their field. This can be done in addition to SEO and promotion.

Final Thoughts

Good thought leadership content has value. Bad thought leadership content does not. People will read if you give them something worth reading.

Thought leadership content that delivers the greatest impact comes from the top. Get buy-in from the C-suite and make thought leadership an organizational priority. Publish true thought leadership content on your website. Publish and promote it on LinkedIn. Email it to a targeted list. Showcase it in your newsletter.

That’s how you put the “leader” back in thought leadership. And that’s how you turn content from another box to be checked into a brand-enhancing, trust-building, lead-generating, revenue-producing machine.

Check out my webinar on thought leadership: Position Yourself as an Expert with Content that Connects !

You Can’t Make This Stuff Up: Using Statistics Responsibly in Your Marketing

Thu, 17 Oct 2019 00:17:00 GMT

I recently wrote a blog article about making your website content voice search-friendly . While researching that article, I came across the claim that half of all searches will be voice-based by 2020.

This statistic is attributed to Comscore and referenced in hundreds of articles across the vast world wide web. But I couldn’t find any articles that linked back to a Comscore study.

I did find an article that said the statistic was based on a forecast from 2014 that said at least 50 percent of all searches would be “either through images or speech” within five years.

This isn’t the same as saying half of all searches will be voice-based by 2020. Not even close.

The original forecast also happens to be five years old, but it’s still being used today as if it’s hot off the presses because voice search is starting to take off.

I’m not sure how Comscore got dragged into this mess, but I’m guessing this particular data point gained and maintained traction because it’s attached to a reputable research brand.

As you develop marketing content, it can be tempting to load up on statistics that reinforce the need for your product or service and support the point your trying to make. The abundance of available “data” makes it even more tempting.

But people are inherently skeptical, especially those who are still getting to know you and your brand.

Just like it doesn’t take much effort for you to find statistics that support your case, it doesn’t take much effort for your audience to research those statistics and determine whether your claims are a crock.

The questionable use of questionable statistics can create questions about your brand. Once trust in your brand has been shaken, it’s difficult to reestablish.

Here are a few ways to make sure the statistics you share in your marketing content support your message without damaging your brand.

The Closer You Get to the Source of the Data, the Better

Don’t settle for statistics in an article that simply links back to the same statistics in another article. This “it’s on the internet so it must be true” approach is both lazy and risky.

Find the source of the data.

In many cases, a report from the company that conducted the research is publicly available. In other cases, a summary of a research report is included in a press release or blog article. The data in the summary might be enough depending on what you’re trying to accomplish.

If not, you might have to fill out a form to get the full report. Depending on the research organization, you might have to pay to see the report.

I’ve never paid for a research report, for myself or on behalf of a client, but I’ve filled out many forms for access or a download.

So I start getting emails from those organizations. Big deal. I can always unsubscribe. It’s worth it to get a firsthand look at the data.

If you can’t access the actual research, it becomes a judgement call. If I haven’t seen research myself, I won’t use it unless the research has been referenced by a well-known, reputable publisher.

Judge publishers on quality, not quantity. It’s easy to find a bunch of publishers making the same claim on the internet. That doesn’t make the claim true.

Research the Research

Once you’ve gotten as close as possible to the source of the research, do a little digging.

Who conducted the research? Is it possible the research is biased?

In other words, did a company selling frozen dinners conduct their own research on the nutritional value of frozen dinners, or did they partner with an impartial organization that conducted the research independently?

When was the research conducted?

If the research is more than a year or two old, is it possible the data is no longer accurate? If the research was conducted today, is there a good chance the findings would be different? If you’re looking at the 2016 version of the report, is a 2018 version available? Always look for recent data, especially when it involves subject matter that’s quickly evolving or recently changed.

Who was surveyed?

If you’re selling security software and your ideal client is a small business owner, it would be misleading to share statistics from surveys involving IT managers from large enterprises. The data should be based on information from people who are similar to your target audience in terms of knowledge and need. Otherwise, the data is irrelevant.

When you research the research, you don’t just reduce the risk of sharing questionable data. You gain context that can be presented within your marketing content to strengthen your claims and make your content more relevant and believable.

Cite Your Sources

If your marketing content is online, include links. If it’s in print, add footnotes for your sources.

Citing sources shows accountability, transparency, and credibility. It makes you more believable and trustworthy. This is Journalism 101.

The more specific the claim, the greater the need to cite the source.

For example, if you say adoption of cloud services is increasing, the statement is so general that it doesn’t necessarily require a source citation.

If you say cloud adoption among businesses with fewer than 100 employees increased 23 percent in 2018, cite the source of your data.

Final Thoughts

This article shouldn’t discourage you from using hard data in your marketing content. It should encourage you to use hard data responsibly.

The headline is somewhat tongue in cheek, but there’s truth to it. People make stuff up to sell stuff and win arguments. That includes waving a magic wand and creating phony statistics.

Everyone knows statistics can be twisted, manipulated, and flat out made up. As a wise man once said, “There are three kinds of lies: lies, damn lies, and statistics.”

You can build trust and credibility, overcome skepticism, and bring prospects closer to a sale by vetting your research and presenting it clearly and transparently.

Get as close as you can to the source of the data to verify its authenticity. Research the research to ensure it’s unbiased, recent, and relevant. Cite your sources to show your audience that you didn’t just make this stuff up.

Yes, this involves more legwork. But the legwork you put in today could very well prevent a client or prospect from calling BS and losing trust in your brand tomorrow.

Tales from my Website Update: Highlights, Lowlights, and Why I Made the Decisions I Did

Tue, 17 Sep 2019 12:47:00 GMT

I launched ScottMcKelvey.com on St. Patrick’s Day of 2006. Every new version has been released on St. Patrick’s Day.

The timing didn’t work out for version 5, so I figured halfway to St. Patrick’s Day would be the next best day to announce the latest release. Feel free to hoist a Guinness anyway.

I thought it might be helpful to provide a window into the thought process that went into my website update. Even for a site as simple as mine, with four top-level pages and blog, there are a lot of moving parts to consider in terms of content, design, and functionality.

When I went poking around through WordPress themes, I was searching, as always, for something clean and simple with lots of white space. As a writer, words are the star of my website. The challenge is to showcase the written content in a way that’s visually appealing.

I even thought about doing a completely black and white website, heavy on typography, but it felt kind of blah when I actually saw it. I decided to make the buttons green, and that little pop of color made a huge difference.

Lesson one… an idea for your website might sound good in your head but could very well flop when implemented. Don’t be afraid to test and change until you land in the right place.

Here are a few other decisions I had to make, and how I arrived at those decisions, throughout the project.

To be clear, I’m not saying my website is perfect. The purpose of this article is to help small businesses approach website updates strategically and avoid overlooking important details during the decision-making process.

What Can Be Removed?

This is the first question I always ask. What can I remove to simplify the user experience, make it easier for people to find what they need, and clarify my message?

On the previous version of my website, I had a sidebar on every page except the Home page. The sidebar included a blog sign-up form, a list of my five most recent blog articles, and a Search box.

I decided this was overkill.

As much as I want to draw more attention to my blog and get more subscribers, that’s not a priority for most people who visit my website. They want to find out if I’m the right fit for their content writing project.

On the new website, the sidebar only appears on the pages of individual blog articles.

Of course, the Search box is a valuable and popular feature that needs a home. I decided the footer would be a good place to reinsert the Search box so it would appear on every page without getting in the way.

I also simplified my Portfolio page. I used to have a clickable box for each writing category (website content, blog articles, white papers, etc.).

I decided this was unnecessary. Those boxes served no strategic purpose and didn’t make the page more visually appealing.

I decided to replace the boxes with simple text links.

Not only is this approach cleaner visually, but it’ll be easier for me to add a new category if necessary without worrying about the appearance of boxes.

Digging deeper into the Portfolio, there was room for improvement. For example, if you visited the Blog section and I had multiple blog writing samples for one client, you had to click the client’s name to get to those samples.

I decided that extra click was unnecessary.

On the new website, if you go to the Blog section, all blog samples appear on one page. I figured people would rather scroll than click, especially on mobile devices.

But Do I Need to Add Anything?

Despite my urge to remove things, sometimes information and features need to be added to provide clarity for the user. My Home page is a prime example.

The previous version of my Home page was too thin, as one of my old writing professors used to say. A headline, a short paragraph, and links to previous blog articles. Not enough meat.

I decided to beef up the Home page, but not just for the sake of beefing it up.

I added two paragraphs under the feature image that capture my value proposition on a high level. Next to that content, I added a blog sign-up form in a way that doesn’t disrupt the flow of the page.

Below that section, I added a quote about marketing and storytelling that reinforces the content above. I also added short previews and links to my About, Services, and Portfolio pages. I still have links to my three most recent blog articles near the bottom of the page.

Yes, I added stuff, but each Home page element has a strategic purpose, whether it’s intended to inform or guide the user to the next step on their journey.

Resolving My Inner Conflict about Home Page Images

I’m a content writer. Although my job involves painting pictures in the mind of the reader, writing doesn’t have an obvious visual component.

Every time I update my website, I struggle with the feature image on the Home page. What image captures what I do and the value I deliver? Do I even need an image?

The previous version of my website didn’t have a feature image on the Home page. It always bugged me a little.

But there was no way I was going to use some cheesy stock photo of a keyboard and a cup of coffee.

I always tell clients that my heavy lifting is done before any of the writing happens. If I want people to think of me as a writer and strategic partner, not a typist, why would I use an image that focuses on the typing?

I decided to go with a metaphor.

I write content that helps brands connect with their ideal client, so I though a bridge would be an effective metaphor for building connections.

Then I started going through photos of bridges. I’m a lifelong Jersey guy, so why not choose a New Jersey bridge?

My first choice was the George Washington Bridge because the steel rope used to build it was made by Roebling Steel in Florence, where I live and work. But I couldn’t find an image that would fit the design. So I chose the Ben Franklin Bridge, which is a half hour from my office.

Will everyone understand or appreciate the local connection? Nope. But if anyone ever asks about the bridge on my website, I’ll have an interesting story to tell.

Explaining the Metaphor

I realize the bridge metaphor might not be obvious to everyone at first glance, so I mentioned the bridge in the content below the image. This reference provides clarity about the image while helping to strengthen my message and clarify my value proposition.

Win-win.

Nailing the Message

Website content has to explain the value of the products and services you offer. It has to show how you solve problem and make people’s lives better. It has to differentiate you from competitors.

My goal was to drive home several key points throughout the website:

While each page has a specific purpose, and website visitors have an expectation about what they’ll find on each page, there should be a cohesive message across the website.

For example, when people go to my Portfolio page, they want to see samples of my work. But that doesn’t mean the page has to be a list of samples and nothing else. Why not use this real estate to sell the value of what I do and overcome obstacles that might be going through someone’s head at this stage of their journey?

The takeaway here is that every word on every page should have a purpose and account for both your marketing goals and user expectations.

A Deep Cleaning

Every business and organization adds features, plugins, widgets, and content to their website over time. It’s easy to lose track of all this stuff as the website becomes more complex.

During the website update process, I discovered a few bad links in my portfolio. I’m usually good about catching this stuff, but I dropped the ball.

I knew my Facebook sharing link wasn’t working. When I finally investigated the issue, I learned the plugin hadn’t been updated in over a year and was no longer available for download.

I also had to get rid of that Google+ link now that the platform once dubbed by many “experts” as a Facebook killer was put out of its misery.

These are all easy fixes. But errors make you look bad if clients and prospects notice them before you do.

Don’t wait until you update your website to give it a thorough audit and deep cleaning. I recommend going through this process every few months to ensure everything is accurate, current, and functioning properly.

Speeding Things Up

A simple performance test at GTmetrix revealed that my website was slow. My website developer suggested optimizing my database and even switching hosting providers to resolve the issue.

Optimizing the database didn’t solve the performance issue, but the optimization was overdue anyway. I was open to switching hosting providers because I found my current provider’s user interface to be confusing, and making changes was always a hassle.

So I made the switch. My website’s performance improved dramatically overnight.

My old hosting provider decided to actually call me for the first time in 13 years when I cancelled the service. They said my website was hosted on an outdated server but offered to upgrade me for free.

Now I was pissed. You keep me on an outdated server for however many years and don’t tell me about it until I threaten to leave? Seriously?

The moral of the story… don’t ignore the technical side of your website, and don’t settle for poor service.

Your clients wouldn’t. Why should you?

A Big Thank You

Thank you to Bonnie Boden from Blue Denim Digital for her expertise, ideas, problem-solving ability, and patience throughout this process. I highly recommend Blue Denim Digital for website development.

All three components – expertise, ideas, problem-solving ability, and patience – are critical to a successful website update. Make sure you partner with a website development company that will tell you when you’re doing something wrong and offer recommendations for improvement instead of just saying, “Sure, whatever you want to do works for me.”

…

I could go on and on about every little decision I made and every nitpicky change I requested, but you get the idea.

Your website project demands a strategic thought process if you expect the site to be a revenue-producing marketing tool. Your ideal client demands a user experience that’s easy, seamless, and informative.

Don’t take shortcuts. The competition in the marketplace is too fierce. Give the content, design, and functionality of your website the attention they deserve. And give your ideal client the experience they demand.

How to Make Your Website Content Voice Search-Friendly

Wed, 14 Aug 2019 20:10:00 GMT

Let me start with a quick reality check. Voice search is not about to take over the world.

“Wait a minute,” you say. “Half of all searches will be voice-based by 2020! How can you say that?”

People blast out that statistic, which is attributed to Comscore, like it’s the gospel. For the life of me, I can’t find the actual Comscore research that makes such a claim.

But I did find an article that says it was based on a forecast from 2014 by Andrew Ng of Baidu. What he actually said was, “In five years’ time, at least 50 percent of all searches are going to be either through images or speech.”

Not exactly the same thing, huh?

The fact is, we’re not there yet. We’re headed in that direction and will get there at some point. But let’s pump the brakes a bit on optimizing for voice search based on a distorted prediction from five years ago.

Instead, focus on ways you can make your content more voice search-friendly without turning your website upside down.

The beauty of writing website content for voice search is that you’re writing for humans. You’re writing based on how they talk and communicate in real life, not how they type.

Voice Search Sounds Natural. So Should Your Website Content.

Voice search typically involves questions or commands with very conversational language. That means short sentences with small words.

People don’t talk like they type.

For example, someone might type “seafood restaurant Princeton”, but with voice search, they’re more likely to say “find a seafood restaurant near me.”

Someone might type “itemization TCJA”, but with voice search, they’re more likely to say “how does the new tax law affect itemization”.

To make your website content voice search-friendly, write the way people talk, as David Ogilvy once said. Naturally.

Listen to your clients and the terminology they use. They search using the same words they use in everyday conversation, not the jargon you might use in a staff meeting.

Provide simple, clear answers and explanations. Focus not on awkward keywords, but on the information real people are looking for, using longtail keyword phrases and non-technical language the average person can understand.

Anticipate and Answer Common Client Questions

Some questions asked by voice search users are fairly simple and easy to answer.

Where are you located? When are you open? What products do you offer?

Other questions require a bit of an explanation.

How does the new tax law affect itemization? How can I protect my network from ransomware? How do plant-based meat alternatives compare to real red meat?

The first step is to know or be able to anticipate what questions your ideal clients want you to answer. The second step is to answer them.

One way to accomplish this is with a traditional FAQ page. The challenge with this approach is that you might not have the space to answer each question in full, and you could have different questions and answers competing for Google’s attention.

I recommend answering each question individually on its own page. This can be done through a blog, newsletter, video series, or dedicated web pages for specific topics.

This allows you to answer each question and cover each topic in depth. You can incorporate the longtail keywords, subheads, bullet-pointed lists, and other things that Google likes.

More importantly, you can focus on one topic at a time and provide the kind of information that builds trust and positions you as an expert in your field.

Voice Search Is Local Search

According to a 2018 study by BrightLocal, 58 percent of consumers used voice search to find local business information in the previous 12 months. 46 percent of voice search users looked for this information every day.

27 percent visited a local business website after a voice search.

Voice search is more likely to be local than text-based search. Search queries that include “near me” or “nearby” have exploded in the past few years.

For restaurants, retail stores, auto repair shops, plumbers, and other business categories that need to attract people from a relatively small geographic area, voice search could be a major lead generator.

Even if your business or organization isn’t limited geographically, wouldn’t you like to have more clients in your own backyard?

In addition to putting your contact information on every page and displaying it prominently on your Contact page, there are ways to showcase your location.

If your organization has a history in a certain area, tell that story on your About page or in a blog or newsletter article. Talk about your community involvement. Tell the story of why you chose an office, store, or warehouse in a particular town or city.

You won’t offend someone from out of town by highlighting or even showing pride in where you work. And you could very well grow your business when locals find you through voice search.

You’ll Never Go Wrong Writing for Real People

When I started writing radio commercials about 20 years ago, I pleaded with advertisers to let me write scripts that sounded natural and conversational instead of screaming out products and price points.

Years later, when I started writing website content and blog articles, I tried to convince keyword-obsessed business owners and marketing directors to use their content to answer common questions and overcome obstacles to the sale.

In the early days of Google, keywords could get people to your site. But would keyword-stuffed content keep them there, much less convert?

My point here is not to say, “I told you so.”

The real takeaway is that writing in a way that makes sense to real people, and focusing on solving the problems and filling the needs of real people, will always be a winning strategy.

Google has been trying for years to fine tune its algorithms so they align with the needs of real people. The growth and evolution of voice search is the latest example.

This is artificial intelligence (AI) at work. AI becomes smarter as it consumes more data. It learns from trial and error. It becomes faster and more accurate over time.

One can safely assume this will be the case with voice search. As frustrating as it can be to hear “Sorry, I don’t understand” from Google, those responses actually move voice search closer to replicating human intelligence.

“Human” is the key word here. Focus your website content on the human element and you can’t go wrong.

If You’re Not Sure How to Tell Your About Page Story, Start by Doing This

Thu, 11 Jul 2019 01:31:00 GMT

There’s a nasty rumor going around that says people don’t read About pages on websites anymore. I’d counter that About pages are more important than ever, at least for small businesses.

It’s true that people who choose a business, product or service based on price probably won’t read your About page. But those bargain hunters will also be your most disloyal customers, always looking to jump ship when another company lowers its prices.

Your ideal clients – the people who are interested in building long-term relationships – will read your About page because they want to get to know you better. They want to get beyond what you do to find out who you are as a business. They want to see if your values and priorities match theirs.

The best way to address all these “wants” is to tell your story.

The Business Value of a Good Story

When all other things are equal, especially if you’re in a highly competitive field, an authentic, relatable story could be the differentiator that connects with someone and causes them to choose you over the competition.

Other companies are probably offering the same products and services at a similar price. Some are probably following the same business model and delivering the same level of customer service.

But your story is completely your own.

Also, a good story helps people process information, learn and remember. That’s just how the human brain is wired, which is why storytelling is such a powerful marketing tool.

Good marketing is about connecting with the client, and your story can help you make that connection in a personal, meaningful way.

Obstacles to Storytelling

Maybe you find it difficult to talk about yourself. It’s inherently awkward, especially if you’re an introvert. Talking about yourself on your website sounds even worse.

Maybe you think people just don’t care about your story. After all, good marketing focuses on the client, not the business.

In some cases, people get too hung up on what they think should be on an About page – a list of degrees, accomplishments, awards, blah blah blah. Meanwhile, the story gets lost.

I’ve heard people say, “We’re trying so hard to be authentic and make it interesting, but it’s just not working”.

The problem is, if you’re trying hard to be authentic, you’re kind of missing the point. Authenticity should come naturally, so it’s time to change your approach.

How to Start the Storytelling Process

Forget about marketing. Forget about your About page. Stop trying to come up with the perfect words. That’ll come later.

Just say what you feel.

Share the experiences, lessons and beliefs that shaped your business and who you are as a professional. Record these conversations so you can capture every little detail and retell your story in your own words and voice.

Some of what you say might not come out right. Some parts might sound incoherent. That’s okay. It’s natural. You can clean it up later.

When I have these conversations with my clients, they always come up with an unexpected, off-the-cuff comment or anecdote that makes the story real and memorable. That’s how you connect with people.

These are all little nuggets from stories I’ve written for clients (except the last one). I didn’t say to them, “Tell me what you want to say on your About page.” I just asked a few questions that encouraged those clients to say what they feel and tell real stories.

Of course, it helps if you work with someone who can ask the right questions, steer the conversation in a way that focuses on what’s most relevant to your ideal clients, and communicate your story in an authentic, relatable way.

That’s what I help businesses do.

Just remember, a great story comes from the heart. The key to getting started is to stop overthinking it. Say what you feel and let your story unfold naturally.

Marketing Message Not Getting Through? Try the Ninja Batting Stance.

Wed, 10 Apr 2019 22:02:00 GMT

A few weeks ago, my 8-year-old daughter, Caitlin, had her first team softball practice. Her coach brought in a couple extra coaches to go over fundamentals – proper throwing motion, how to stand in the batter’s box, how to swing the bat, etc.

The coach who was teaching a good batting stance had obviously been around the block. He was an older guy who knew his stuff.

I remember the first thing he said to the girls was something like this:

“Stand up straight and drop the top of your bat down from each hip. Your feet should be on the outside of where the bat lands.”

The girls just kind of stood there with their mouths open. I remember thinking to myself, “Why not just stand with your feet a little wider than your shoulders and say, ‘Stand like this?’”

Of course, what the hell do I know? Not much compared to this coach, obviously, and I say that with the utmost respect for the coach’s baseball knowledge.

He went over some of the basics as a group then worked with each of them individually. He spent a solid 10 minutes with each girl on their batting stance. I appreciated the one-on-one attention he provided. After all, a lot goes into a good, balanced batting stance.

Hands up and back. Feet a little more than shoulder length apart. Toes on a line parallel to the plate. Knees slightly bent. Stand on the balls of your feet. More weight on your back leg. Wrists bent so the middle knuckles line up when you grip the bat.

Swinging the bat is whole separate conversation.

Caitlin did great. But when I asked what she learned from the batting stance station at practice, she didn’t have a clue. When I asked if she could do what the coach taught her to do, she just laughed.

Two nights later, she went to one of the clinics in town. I couldn’t go that night, but she came home all excited.

She wanted to show me the ninja batting stance. She leapt into position, minus the bat, pretending she was holding a sword.

Hands were up, back and together almost as if she was praying, which put her wrists in the proper position. Her weight was back, feet were apart and knees were bent.

All of a sudden, Caitlin’s batting stance came naturally. And it was fun.

When I asked her what was different from the clinic and the practice two days earlier, she said, “The coach at the clinic didn’t talk as much. He just showed us, so it was easier to do.”

And those are the lessons, eloquently spoken by my daughter.

Simplify Your Marketing Message

This is less about shortening your message and more about simplification, although a simpler message is often shorter.

Take a look at your website, your blog, your print collateral. Have you explained what you do, the value of what you do, and the results you deliver in the simplest of terms? Are you speaking the language of your target audience?

You can have more in-depth explanations where appropriate, but the high-level message should be clear within a matter of seconds.

Can you be more concise without removing critical information? Can you make the explanation more interesting without compromising clarity?

The problem Caitlin had with the first coach was that he was overloading her with information and talking over her head, using complex explanations and unfamiliar terms that didn’t make sense.

The goal should be to take your marketing content from a 10-minute tutorial on every nuance of batting to the ninja batting stance. Just make sure you’re cutting fat, not bone. And if you try to be creative or clever, make sure you don’t muddy the waters in the process.

Show, Don’t Tell

People are more likely to absorb and remember the information you provide, and take action, when you show them, not tell them. That’s how you make your message relevant and relatable to the people you’re trying to reach.

Does your content remind people of frustrations and pain points? The problems they need solved? The stuff that keeps them up at night?

Does your content preview the experience of doing business with you? More importantly, does it preview the positive outcome you’re capable of delivering and how you can make their lives better?

When you can answer “yes” to all these questions and back up what you show them with sound reasoning, clear points of differentiation, client success stories , and other information that validates your value proposition, people don’t just believe you.

They believe in you. That’s when you know you’ve made a connection.

The coach at the clinic showed the kids the ninja batting stance while he explained the finer points. The kids were able to see all the different parts of a solid stance. Most importantly, they were able to replicate them and repeat them.

Everything made sense. So they bought into it.

Isn’t that what we all should want from our marketing?

By the Way…

This article isn’t intended in any way to criticize the coach. As a fellow volunteer sports coach, I appreciate the experience he brought to the table and his willingness to share it. I wish I had half his knowledge.

That said, I don’t know who came up with this ninja batting stance thing, but I want to buy him or her a beer. Caitlin’s swing is silky smooth.

Why Unsubscribes Are Not a Sign of the Apocalypse

Wed, 20 Mar 2019 16:56:00 GMT

I have to admit, I used to get pretty bummed when someone would unsubscribe from my blog. Especially if it was a former client, a decent prospect, or someone who I had a good conversation with at a networking event.

The notion that certain people did not find my content riveting was unfathomable. In some cases, I took it personally.

Then I took a step back and looked at those unsubscribes from a business perspective. I realized that an unsubscribe didn’t mean the sky was falling or the world was ending.

In reality, unsubscribes can be a good thing.

The Freedom to Unsubscribe Is Good for Both Sides

Just having the ability to unsubscribe is a win-win.

If I watch live TV or listen to the radio, I can’t unsubscribe from the ads. I might have the option to pay for ad-free programming, but I can’t just opt out.

Same goes for display ads, pre-roll ads, and those awful ads that cut off videos right in the middle. I have no choice but to sit through them or try an ad-blocking tool.

Blogs, newsletters, podcasts and other forms of content marketing are different. Email marketing is different.

Not only is the option to unsubscribe a legal requirement, but it’s in the best interests of both the recipient and the marketer.

Unsubscribing allows the recipient to stop receiving content they don’t want and, in many cases, they do so without bitterness or negative emotions. No hard feelings.

For the marketer, unsubscribes translate to better click-thru rates, conversion rates and ROI. You’re not wasting marketing dollars on people who just aren’t interested.

Instead of getting depressed about unsubscribes, focus on the people who are interested.

The more people unsubscribe, the closer your list of subscribers gets to representing your ideal client.

A Harsh Reality

Wouldn’t it be great if everyone on your list waited on the edge of their seats and set up alerts so they would be notified when your content arrives?

Unfortunately, marketing isn’t all rainbows and unicorns.

The truth is, most people on your list will never read your content. Far fewer will ever do business with you or refer you. Average open rates are around 25 percent, while average click-thru rates are 2-3 percent.

To be clear, those numbers aren’t necessarily bad, although the goal is always to be above average. Even with average numbers, email marketing can deliver tremendous ROI.

But that ROI comes from a pretty small percentage of your audience. It shouldn’t be surprising or disheartening when a few people unsubscribe.

Also, think about why people subscribed in the first place. If they did it for a discount or a free download, maybe they just got what they wanted and moved on. Maybe they’re just trying to downsize their inbox.

Have you ever subscribed to something for a discount or freebie and then unsubscribed after you got it? Me too.

So don’t get upset when people do the same to you. It’s nothing personal.

Now If People Are Leaving in Droves…

If you’re seeing a steady flow of unsubscribes in high numbers, there’s reason for concern. And it’s time to re-evaluate your strategy.

Are you emailing too often?

Is your content self-serving?

Are your headlines click bait?

Does content fail to deliver on the headline’s promise?

Is your content too generic and vanilla?

Are you just rehashing the same stuff everyone else is talking about without offering a unique take or spin?

Are you being a little wimpy instead of taking a strong stand?

Did you say something that was downright offensive?

If the answer is “yes” to a few of these questions, make the necessary adjustments. But don’t overreact to a few unsubscribes.

Continue engaging those who are already engaged. Build stronger relationships with them. Focus your content on the wants and needs of your ideal client.

As for those unsubscribes? Don’t lose sleep over it. Both sides are probably better off.

Is Your Call-to-Action Wishful Thinking?

Thu, 28 Feb 2019 00:56:00 GMT

A few weeks ago, I shopped for a car for the first time in seven years. I wasn’t looking for a particular brand or model. I just wanted a small SUV that I could lease on the cheap with no money out of pocket.

I used email and chat on a bunch of dealerships’ websites to get a few quotes. My goal was to avoid visiting multiple dealerships. I made this clear to each dealership I contacted.

Based on the information I received, I chose which dealership to visit. Of course, the sales rep tried to get me to pay more, but I held my ground and got the terms I was quoted online.

Two other dealerships provided me with actual quotes and were very responsive. The numbers didn’t work for me, but I appreciated the effort. One dealership, after promising to send me a quote, sent me an email a few days later that said:

We believe the best way to make an informed decision is to start with a test drive and make sure you love the car.

Yeah, I bet you do.

After that, it’s just about making the numbers work. What day would work best for you to come in and take (vehicle model) for a spin?

I responded with an email that said:

I already leased a car from another dealership. The best way for me to make an informed decision is to get some general pricing before I start visiting dealerships. I need to make sure the numbers work before I let myself love the car.

Basically, the dealership ignored how I wanted to go about my car search and told me to do it their way. The action I wanted to take wasn’t what they had in mind.

Sorry, Mr. Car Dealer, but I didn’t use your website’s chat and email features so you could tell me I had to go to the dealership.

I know what you’re thinking. This is just an old-school car dealer being an old-school car dealer. But regardless of what you’re trying to sell, there’s a simple reality you have to accept.

The customer calls the shots.

This applies to your call-to-action, which is directly tied to your ability to close a sale. There are dozens of possible calls-to-action, but for the purpose of this article, I’m focusing on those that direct the prospect to contact the company.

If you don’t want to play by the customer’s rules, or at least have the flexibility to adapt how you operate to suit the customer’s preferences, they’ll find an alternative.

Don’t expect the customer, especially a prospect interacting with you for the first time, to take the action you want them to take just because you said so. They’ll do what they want out of convenience or personal preference. You can either offer that option or risk losing their business.

For example, I’ve seen companies only include their phone number on their website or brochure. If they get a prospect on the phone, they’re much more likely to close the sale.

Others do the opposite, offering an email address and contact form, but no phone number. They don’t want to be flooded with calls and waste time talking to tire kickers.

Then you have the companies that only include a contact form on their website. No phone number, no email. They want to be able to collect as much information as possible for their database.

In all three cases, the reasons for those decisions are based on what’s best for the company, not the prospect.

Before you decide to limit the ways someone can contact you, ask yourself a few simple questions.

Is a prospect most likely to take the action I want them to take and use the communication channel I’m offering? Am I being realistic? Or is it just wishful thinking?

Perhaps even more importantly, am I willing to lose the business of those prospects who prefer to act differently?

There are ways to motivate people to take the action you want them to take.

Limiting their options for contacting you is the easiest way, but not the most effective way. For many prospects, attempting to control or change how they communicate is a deal breaker. At the very least, it gives them a reason to look for other options.

The better approach is to use your marketing content to guide prospects to the desired action.

A call-to-action isn’t just a statement that tells people what to do. It should reinforce your value proposition and explain how someone will benefit by taking that action.

In other words, don’t just bark orders. Give people compelling reasons to act.

For example, how does it benefit the prospect to call instead of email or fill out a form? Is there time-sensitive information that can’t wait for a written response and requires real-time interaction?

If the only reason for pushing people to pick up the phone is to increase your odds of closing a sale, that’s not a compelling reason. Maybe it is for you, but not for the prospect.

People expect to have options.

Even if you offer good reasons to call instead of email, it just won’t matter for a lot of people. The best marketing content in the world won’t make them do something they don’t want to do.

If the action you want the customer to take isn’t the same as the action the customer wants to take, guess who wins?

That’s why you still need to be flexible. You need to offer options – phone, email, contact form, social media, etc. You need to put the prospect’s wants and needs ahead of your own.

Let them communicate on their terms and make sure you have processes in place to respond quickly and accurately.

The bigger point is this, and it’s fairly simple. Are you willing to risk losing a customer because you didn’t offer them the ability to communicate with you through their preferred channel? Is there a valid business reason for such a decision?

The customer experience rules above all else. Fail to account for this in your call-to-action and you’ll open the door for competitors to take business out from under your nose.

As You Chase Google Algorithms, Are You Leaving Your Audience Behind? (Part 2)

Thu, 07 Feb 2019 01:39:00 GMT

In the previous article , I aired my frustration about marketing and search engine optimization (SEO) “consultants” who tell their clients that the quality of their marketing content is secondary.

In other words, it’s not about the value of the information you provide. It’s about getting the keywords in there a certain number of times, and maybe a few links.

This is an antiquated approach to search that Google has been poo-pooing for years. If the search engine you’re trying so desperately to please comes right out and says in its guidelines that quality matters, that should be a red flag that you’re getting bad advice.

Beyond what Google thinks, consider what your audience will think when they click through to content that doesn’t meet their expectations.

If you get people to click but you don’t get them one step closer to a sale, your content is pretty much useless. If you’re running a pay-per-click ad campaign, clicks without conversions just cost you money.

In this article, I want to focus on another trend that tends to abandon audiences in favor of feeding the Google beast. This one involves an editorial calendar – the schedule of topics for blogs, newsletters, videos, podcasts, etc. – that’s completely fixated on Google.

The “consultant” gets the list of the most popular Google searches or keywords related to a company’s products, services or industry. They copy and paste those searches or keywords into an editorial calendar. Job ~~well~~ done.

Here’s the problem.

Google search popularity is not the same as an effective editorial calendar.

A list of popular searches and keywords is valuable information. If the goal is to improve your search ranking, that list should be factored into your content strategy. But it shouldn’t be the only factor.

What people search for on Google and what people want and expect you to cover in the content you publish on a regular basis are two different things.

Generally speaking, people use search engines to find stuff, buy stuff and research stuff. Your content is a different story.

People read, watch or listen to your content to be educated and learn new things. They expect to somehow benefit, personally or professionally, from the information you share.

Sure, there’s going to be some overlap in what people find on Google and your content. But the two have different functions and user expectations. That’s why search marketing and content marketing are two different animals.

On the day I wrote this post, I spoke with the president of an accounting firm about opportunity zone funds, which offer tax advantages for investing in economically distressed communities. Opportunity zones were added to the tax code as part of the recent tax reform legislation and the regulations were just finalized a few months ago.

The client said these funds are hot right now and the accounting firm is getting a lot of inquiries, so he thought it would be a good idea to discuss the topic in a blog article.

I can just about guarantee that opportunity zone funds aren’t winning any accounting-related popularity contests on Google. But this guy knows for a fact that many of his clients are already interested in the topic, and many more would benefit by learning about it.

Would it make more sense for him to publish an article about income tax just because it’s a highly searched keyword on Google?

Eyeballs aren’t just coming from Google

One fact ignored by consultants who develop editorial calendars based solely on search popularity is that Google isn’t the only platform that drives people to your content.

There’s email marketing. There’s social media. There’s professional networking. There are links from other content and information sources. The point is, there’s no reason to let Google alone dictate the topics you should cover in your marketing content.

Don’t just ask yourself, “Is my audience searching for this on Google?”

The more important question to ask is, “Will my audience find this information valuable, helpful and relevant?”

The second question accounts for everyone who finds your content, not just those who arrive through Google.

As I said in Part 1 , there’s no reason why you can’t write for your audience and improve your search ranking at the same time. Just keep in mind that people expect you to be a source of information, not keywords. They expect you to educate them and introduce them to new concepts, trends and data, not just the topics they’re already searching for.

If your top priority is to deliver value, your audience will never be left behind.

As You Chase Google Algorithms, Are You Leaving Your Audience Behind? (Part 1)

Wed, 23 Jan 2019 21:12:00 GMT

I’ve noticed two troubling trends that motivated me to write this article.

The first involves “consultants” telling business owners that the quality of their content isn’t very important. They’re just trying to improve their client’s search rankings, so as long as they get the keywords in there, quality really doesn’t matter.

The second involves editorial calendars that are driven completely by search engine optimization (SEO). In other words, every topic is chosen based on keyword research and search popularity.

In this article, I’ll focus on why the first issue is bad news for business owners.

Quality matters. Just ask Google.

Quality isn’t very important.

Would you feel comfortable applying that statement to any aspect of your business? Your people? Your processes? Your customer service? Of course not.

Then why would this mindset be acceptable when it comes to content that’s supposed to help you grow your business?

I understand why it happens. Someone claiming to be an SEO expert wants a company to hire them to climb to the top of Google page one. The consultant knows content needs to be part of the strategy.

But good content ain’t cheap.

They don’t want to lose the business, so they hire a content writer from one of those discount freelance sites. They tell the client that quality isn’t that important. You just need to get the keywords in there. Over and over.

In some industries and locations where the competition for certain keywords is low, I guess that might still work like it did during the early years of Google. I honestly don’t know.

Truth be told, I’m not smart enough to figure out Google algorithms. But I’m smart enough to know what Google actually says.

If you go to Google’s webmaster guidelines and scroll down to the basic principles of quality, you’ll find the following:

If you go to Google’s search quality raters guidelines, you’ll find that the most important factors when assessing page quality are:

When you drill down to the “purpose of the page,” Google says:

So the notion that content quality doesn’t matter to Google is garbage. You may be able to temporarily game the system in certain situations, but as Google continues to get smarter, those silly games won’t work.

But there’s another reason why this approach is so misguided.

What happens when people get to your site?

Suppose your crappy content somehow helps you get a high search ranking and people click through to your website.

Think that crappy content will convert?

If you focus on keywords instead of helping your audience, providing value, and establishing your expertise, authoritativeness and trustworthiness (see Google guidelines above), do you think your content will convince people to do business with you?

Getting someone to your website is only part of the battle. Isn’t the ultimate goal to keep them there and give them compelling reasons to contact you and buy from you?

That’s what good marketing content will do. Which is why you should write for your audience first and Google (and everything else) second.

Of course, there’s no reason why you can’t write for your audience and improve your search ranking. The two aren’t mutually exclusive. But you have to invest in quality content and SEO expertise instead of compromising one for the other.

After all, SEO isn’t a bad thing. Bad SEO advice is a bad thing.

If the goal is to generate clicks and visits, continue to pretend content quality doesn’t matter. If the goal is to make money, you might want to invest in content that’s relevant, valuable and helpful to your audience.

In Part 2 of this post , I’ll discuss how an editorial calendar developed with tunnel vision on SEO risks leaving your audience behind.

Newsletter or Blog? Wrong Question.

Thu, 10 Jan 2019 02:31:00 GMT

Should I do a newsletter or blog? Which is better?

I have this conversation all the time with clients who want to find the magic formula for getting their content in front of people, earning their trust and generating sales leads. Problem is, people tend to get so hung up on the label that they overlook what’s most important.

Most people grew up with newsletters. They understand newsletters. But they’ve also read about how more and more businesses and organizations are using a blog as a strategic marketing tool.

Generally, the people who want to sell you on a newsletter will say newsletters are better, and the people who want to sell you on a blog will say blogs are better. Hate to complicate things even further, but you can also do both.

Quite the conundrum. But it doesn’t have to be.

Newsletters and Blogs Are More Similar than Different.

Before I sat down to write this article, I read a bunch of other articles that explained the “differences” between a newsletter and a blog. They just didn’t hold water.

For example, a couple articles claimed that a blog is for making new connections and a newsletter is for building stronger relationships with people you know.

But hold on a second. Don’t most companies send blog articles to clients, prospects, business partners, social media contacts and other people they know? Can’t a blog be used to strengthen those relationships?

On the other hand, if someone you’ve never met subscribes to your newsletter, would you not send them a newsletter because you don’t know them?

If there’s one thing that might distinguish a newsletter from a blog, it’s the expectation that a newsletter will include more than a single piece of content – and something that’s actually newsworthy in the eyes of the recipient. That’s the “news” in newsletter.

For example, suppose the only content in your email newsletter is a new blog article that’s informative but not exactly news. The content may very well be relevant and valuable, but what you’re sharing isn’t really a newsletter, at least in the traditional sense.

In this case, if all you’re trying to do is educate people by sharing a blog article and nothing else, call it a blog. Similarly, if the primary goal is to share news, call it a newsletter. That’s just common sense.

Beyond that, the line between a newsletter and blog is extremely blurry.

Perhaps most importantly, a blog and newsletter can be structured the same way, both in an email and on your website, to accomplish the same thing.

For example, there’s no rule that says you can’t add as much content to a blog email as you would to a newsletter email. Your blog email can introduce products and services, promote events, announce company news, or invite people to download case studies and white papers.

My point here is that a newsletter can look and function like a blog, and vice versa. There’s no need to split the atom for what amounts to marketing jargon.

Obsess About the Substance, Not the Label.

Can you communicate the same message and achieve the same business outcome with either a newsletter or a blog? Yes.

Do your clients and prospects give a crap if you call it a newsletter or blog? Nope. All they care about is whether that content is worth their time to read.

Does the content have value? Is it relevant? Does it help them solve a problem? Is there a takeaway that they can apply to make their life or job easier?

If your content is always focused on self-promotion rather than the needs of your target audience, it won’t matter if you call it a newsletter or blog. People will probably unsubscribe or just ignore it.

Do your headlines make people want to read your content? If your headline is “XYZ Newsletter, January 2019” or “Check out our new blog”, the only people who pay attention will probably be your employees. And maybe their mothers.

If you have different products and services geared towards different target audiences, are you segmenting your list and customizing the content rather than blasting the same information to everyone?

Whether you call it a newsletter or blog or come up with an original name, I always recommend showcasing one featured content piece that establishes your expertise, conveys thought leadership, or tells a client success story . You can add news about your company and helpful links to your email and/or web page as secondary content, but the featured content that delivers the most value should be the star of the show.

In the grand scheme, it doesn’t matter what label you use. So instead of stressing about what you should call it, ask these three questions.

What kind of content does our audience want?

What do we want to accomplish by sharing that content?

How should we package that content to maximize impact?

Then you can start developing content and a distribution strategy that aligns what the audience wants with your business objectives.

Remember, it’s not the label that people care about. It’s not the label that generates sales leads. It’s the substance and the strategy behind the label.

Focus on the substance and strategy, and leads will follow.

The Ron Swanson Guide to Marketing: 9 Quotes to Live or Die By

Wed, 12 Dec 2018 15:37:00 GMT

He loves breakfast food, meat, the outdoors and privacy.

He hates government, vegetables, human interaction and his ex-wives.

He buries gold. He builds chairs. He moonlights as jazz saxophonist Duke Silver.

And deep down, he’s a marketing genius, although he would likely scoff at the notion.

He’s Ron Swanson, Director of the Parks and Recreation Department of Pawnee, Indiana. Here are nine quotes that provide valuable lessons about marketing and the customer experience.

1) There’s only one thing I hate more than lying – skim milk. Which is water that is lying about being milk.

When clients are unsure if a statement in their content is bold or impressive enough, they’ll often ask, “Can we say it this way?”

My response is always the same.

Is it accurate? Is it truthful? Can you prove it?

Even the slightest hint of dishonesty is enough to send prospects running for the hills. Where they’ll find your competitors.

Be honest. And communicate your honesty in a way that’s real, transparent and believable. That’s how you achieve authenticity.

2) I’d wish you the best of luck but I believe luck is a concept created by the weak to explain their failures.

I’ve heard too many business owners, and their marketing consultants, chalk up failed campaigns to bad luck. If they dug deeper, they would probably find that lack of planning, research and accountability, as well as insufficient investment in the right talent, were the real problems.

Hope is not a strategy. “Getting your name out there” is not a strategy. “Say it and spray it” is not a strategy. Finding the cheapest option to create and execute a marketing campaign is a doomed strategy. All depend heavily on luck to succeed.

Which steak is more satisfying – the prime cut from the local butcher or the $2 per pound “meat” from the discount grocery store?

There are no shortcuts in marketing. Do the heavy lifting and invest in the right talent and expertise to make it work.

3) There has never been a sadness that can’t been cured by breakfast food.

People don’t want your product or service. They want solutions to their problems. They want a better life.

People who have the same problems might desire different solutions. It’s your job as a business owner to figure out who needs your help, how they want to be helped, and how you fit into their lives.

4) (on bowling) Straight down the middle. No hook, no spin, no fuss. Anything more and this becomes figure skating.

Many marketing messages have been destroyed because someone try to be creative for the sake of being creative. They were too interested in making people laugh or “going viral.”

Meanwhile, the core message was lost. The value proposition wasn’t communicated. The audience might belly laugh and even talk about you on Facebook, but they had no idea what you were selling.

The most important characteristic of effective marketing content is clarity. I’m all for creativity, but any creative technique should be used to support your core message and make it clearer. Anything else is just a distraction.

Years ago, “sell the sizzle, not the steak” was a popular marketing mantra. Today, people are too informed and too skeptical to fall for sizzle. They want to know about the steak.

5) Just give me all the bacon and eggs you have. Wait… wait. I worry what you just heard was, “Give me a lot of bacon and eggs.” What I said was, “Give me all the bacon and eggs you have.” Do you understand?

Confusion and doubt are sales killers. Make sure the message you’re trying to deliver is the message received. Be clear, be specific, and leave nothing to chance.

What problem do you solve? How do you solve it? What result should someone expect you to deliver? These three questions, at the very least, should be answered as clearly and concisely as possible by your marketing.

6) I don’t want to paint with a broad brush here, but every single contractor in the world is a miserable, incompetent thief.

There are certain professions and industries that have negative stereotypes. People in those professions and industries need to work harder to earn the trust of potential clients. Sorry, but that’s reality.

Share your knowledge. Establish your expertise. Tell the stories of your satisfied clients. Prove your worth and your integrity. Use blogs, newsletters, case studies and white papers to make your case.

And when people do contact you, have processes and standards in place that enable you to live up to every claim and promise you made in your marketing.

7) Never half-ass two things. Whole-ass one thing.

Back in my radio days, advertisers would always ask me to stuff more information into their commercials. For example, if the purpose of a restaurant commercial was to promote Sunday brunch, they would want to add a line about catering. Or happy hour. Or corporate events.

How about a meat metaphor in honor of Ron Swanson?

Think of your marketing content as filet mignon, not sausage. Instead of jamming everything under the sun into every marketing piece, focus on one thing. Keep it lean and tender. Trim the fat.

Let people consume and digest a focused message instead of overloading them with information that goes in five different directions.

8) Don’t start chasing applause and acclaim. That way lies madness.

Your company and your products and services deserve to be recognized for your achievements. But don’t expect your audience to care.

Most industry awards are irrelevant to the people who want to do business with you. If you’re going to mention any type of industry award, recognition or designation, explain how they’re relevant to your audience.

If you can’t, they’re probably not worth mentioning.

9) Ron: (after being served salad at a wedding) There’s been a mistake. You’ve accidentally given me the food that my food eats. Server: Salad is traditionally the first course at a wedding. Ron: Is a gerbil marrying a rabbit?

Know your audience. Segment your audience. Customize your message.

If you have business clients and individual clients, for example, develop different types of content that speak to the specific needs of each segment.

If you expect people to pay attention to what you have to say, you have to be relevant and deliver value. Every single time.

The general principles of marketing, like Ron Swanson, are rather simple.

Know your audience. Communicate value. Differentiate from the competition. Deliver a clear, compelling message. Focus on helping people and solving problems. Then deliver on everything you say. If you don’t have the in-house resources to manage your marketing, seek out and invest in qualified people.

Follow these principles and you’ll have a strong foundation for growth. In other words, market like Swanson.

How the Right Marketing Content Can Speed Up the Sales Process

Thu, 15 Nov 2018 19:09:00 GMT

Everybody gets the “know, like and trust” component of good marketing content. But most companies don’t recognize how good marketing content – and bad marketing content – affect the sales process.

Bad marketing content lacks clarity. It’s filled with shameless self-promotion instead of helpful information. There’s no strategy behind the subject matter, the distribution, or how to incorporate content into your sales arsenal.

That ain’t helping anyone close a sale.

Good marketing content helps you fill information gaps and dispel myths. It provides a deeper understanding of who you are, what you do, why you do it, how much you know, and how you can make someone’s life better.

You know, all the stuff that has a tendency to drag out the sales process (sarcasm).

Here’s how the right marketing content can do some of the selling for you and get you to the finish line faster.

Fewer Questions to Answer

An educated prospect is your best prospect. Educated prospects make educated purchase decisions based on actual research, reliable information, and sound judgment.

By the way, there’s a big difference between an educated prospect and a know-it-all. The know-it-all’s “knowledge” is typically based on uninformed opinions, stereotypes, and what their best friend’s brother’s co-worker told them.

I prefer the educated prospect and waste as little time as possible on know-it-alls.

The educated prospect appreciates content that, well, educates. Blog articles every week. Newsletter articles every month. White papers or case studies every quarter.

Each piece of content can focus on explaining a specific topic or answering a specific question that people have about your product, service, company or industry. This content can be used to educate the prospect prior to a conversation or as a follow-up tool to reinforce what you said during a previous conversation.

If your marketing content is valuable, truthful, transparent, and deployed strategically, your prospects won’t have as many questions. Which translates to a faster sales process.

Fewer Obstacles to Overcome

We all have canned answers for dealing with common obstacles to the sale. Imagine if you were able to nail your explanation with the perfect wording and tone. Imagine if you were able to do this without interruption.

That’s what marketing content allows you to do. You can address obstacles and misconceptions directly, one at a time, in a newsletter or blog article. You can also address them indirectly within the context of a case study or white paper.

Again, this content can be used to educate prospects or as a follow-up tool.

You mentioned that you had concerns about XYZ. I think the information in this article/white paper/case study will help to put your mind at ease.

Overcoming obstacles often involves some serious heavy lifting. Let your marketing content shoulder some of the burden and move the sales process forward.

By the way, there’s no better way to overcome price as a sticking point than providing information that conveys the value and results you deliver. If the prospect is still hung up on price, they’re probably not a good prospect anyway. Move on.

Fewer Trust Issues and Credibility Concerns

When you consistently publish valuable, relevant content, and your goal is to help, not sell, you earn your audience’s trust. You build credibility. You position yourself as an expert in your field. You prove over and over that you know what you’re talking about.

You’ve shown you believe so strongly in what you know and believe that you’ve made a permanent online record of it and attached your name to it.

You communicate your brand promise. You set an expectation. And you deliver on both.

Remember, a prospect’s mind is mostly made up by the time they contact you. Sure, they read customer reviews and other information about your company on third-party websites.

But they put a lot of stock in what you say and how you say it.

If your content is written in your unique voice, people will make a connection between what you said in your content and what you said in an email, phone call or in-person conversation. That consistency between what you say in your marketing and what you say when interacting with a human being shows honesty and authenticity.

Marketing content speeds up the sales process by helping you earn the trust of prospects and establish credibility before that first interaction with a live person.

More Visibility into the Results You’re Capable of Delivering

Client success stories. Case studies. Testimonials. All three should be part of your content marketing strategy.

When you say something about your business, it’s a claim. When someone else says the same thing about your business, it’s a fact. That’s how perception works.

I prefer client success stories. It’s a simple but powerful process and formula.

I interview a business owner or employee to get background information on their client. I interview their client to learn about their problem, the solution, and the results delivered.

Then I weave both perspectives into a relatable, real-life story. This allows us to focus on the client’s experience but also do justice to the work done by the business to make that experience possible.

When you have authentic, strategically told stories that show how you’ve made a difference in the lives of real people, you validate the claims you’ve made in your marketing and advertising.

And you speed up the sales process because you’ve helped provide the validation that prospects would otherwise have to find on their own.

More Visibility into Who You Are as a Company

This is an important part of marketing that most companies overlook. Many prospects don’t just want to know that you’re capable of solving their problems. They want to make sure your company is the right fit.

Personality is important. Values are important. Company culture is important.

If personality, values and culture aren’t aligned, things could get ugly. It doesn’t mean one side is right or wrong. It just means the two sides didn’t gel.

Better to know that before you start a business relationship than after.

The right marketing provides a window into who you are as a business. This helps you speed up the sales process by allowing you to focus your efforts on your ideal clients and proactively weed out the wrong ones.

Ultimately, all marketing content should be developed with specific business goals in mind. You can’t just say it and spray it and expect Google and prospects to fall in love with your company. But when you home in on the right message and execute a sound strategy, your content can’t help but speed up the sales process.

Tired of Dealing with the Wrong Clients? Blame Your Marketing, Not Your Clients.

Thu, 25 Oct 2018 16:38:00 GMT

How much time do you spend each day on work that you really don’t want to be doing?

Do you have clients who, if you had a choice, you’d rather not be working with?

When you launched your company, is this the kind of business you envisioned for yourself?

This is a common conundrum for small business owners. You started the business with a specific vision of what success looks like. You started the business with a specific purpose in mind. You started the business with an ideal client in mind.

But things didn’t go according to plan.

Sure, you’re paying the bills. You might even be making decent money. But you’re not happy.

Work is getting done. You’d rather spend your day doing other things, but it beats not having enough work to keep the lights on.

You have clients. They may not be your ideal clients, but it’s not like they’re bad people.

After a while, you lose sight of why you started your business in the first place. You settle for what you have instead of building the business you want.

If this scenario sounds painfully personal, you have two choices.

You can accept what your business has evolved into and continue down the road you’re on. Or you can identify and address the disconnect that’s preventing you from realizing the vision you originally had for your business.

There could be a lot of reasons, both internal and external, why your business hasn’t lived up to expectations. Part of the problem could be that your marketing content isn’t speaking to your ideal client. But that doesn’t mean a quick rewrite will solve the problem. You need to take a step back.

Why did you start your business in the first place? If the work you’re doing now isn’t satisfying or rewarding, what exactly would you like to be doing instead?

Then you can start to differentiate between your current clients and the ideal client who matches up with your “why.” The client who will bring you the kind of work you always thought you would be doing.

What’s wrong with the clients you’ve been dealing with? Are your current clients too budget-sensitive? Too high-maintenance? Are they just coming to you for work that you don’t want to do? If so, why?

None of these things are your client’s fault, by the way. It’s probably your marketing’s fault. Because you are what your marketing says you are . And you attract the kind of clients your marketing speaks to.

It could very well be that your marketing content isn’t delivering the message you want to deliver in terms of information, tone and voice. The perceptions and expectations you’ve created aren’t what you intended to create.

The message could be off-target, or it could be too generic. Either way, you have to identify the problem before you can fix it.

Of course, the content solution should be based on the wants and needs of your ideal client.

What does your ideal client value the most? What makes them happy? What information influences their purchase decisions?

What frustrates or stresses out your ideal client? What specific problem or need does your ideal client have that your company can solve or fill? How do they want you to solve it?

Are you sure your ideal client’s wants and needs are in line with your brand and the work you want to be doing?

Once you’ve answered these questions, you can begin to develop a marketing message that speaks to your ideal client, using an authentic, consistent voice that resonates with them.

Remember, you’re not Walmart or Amazon. You can’t be everything to everybody, so lose the generic, watered-down language.

Be specific. Be direct. Be relatable. Be conscious of tone. All while maintaining a laser focus on the wants and needs of your ideal client. That’s how you attract the right clients and weed out some of the wrong ones.

Ultimately, running the kind of business you’ve always wanted to run is a choice, not a predetermined fate.

If you want to close the gap between the work you’re doing now and the work you want to be doing, you need to attract the right clients. Just make sure your marketing content is speaking to them.

7 Ways a Business Blog Generates Legit Business Leads

Wed, 03 Oct 2018 18:32:00 GMT

I constantly talk about the value of a business blog, whether I’m meeting people at a networking event or discussing a project with a client.

Yes, I make money by writing blog articles for companies that use their business blog as a strategic marketing tool. But I’m such a big believer in business blogging because of my own firsthand experiences.

My blog is the reason I was able to take my business full-time and keep it going for the past five years or so. It’s my biggest revenue generator.

Of course, you have to generate leads before you can generate revenue. And that’s what people want to know. How does a business blog generate leads?

I’m talking real leads, not coupon chasers.

Most people understand how traditional advertising, like print, radio, and TV, generates leads. They understand how word-of-mouth referrals generate leads. They understand how search engine marketing generates leads. Sort of.

They might have a vague idea about the value of a business blog. But how do blog articles actually produce leads that turn into revenue and sustain your business?

Let me count (and explain) the ways.

1) They Read. They Trust. They Call or Refer.

This is the traditional way a business blog generates leads. It’s a long-term proposition.

You publish articles consistently. You deliver value consistently. You educate and position yourself as an expert in your field. You stay top-of-mind.

By doing this, you earn the trust and confidence of readers, whether they subscribe to your blog or follow you on social media.

You carve out a position in the reader’s brain as the go-to company for filling a specific need or solving a specific problem.

When they have a need for your product or service or know someone who does, they contact you or refer you.

I’ve had at least three subscribers to my blog (off the top of my head) hire me more than a year after subscribing. They thought they might need a content writer at some point and eventually reached out to me when they were ready.

2) They Read Once. They Have an Immediate Need.

I always warn clients not to treat a blog article like an old-school newspaper ad. You don’t hit “publish” and expect your phone or inbox to be flooded with business leads.

That’s not how a blog is intended to work. But sometimes it does.

Occasionally, someone will read a blog article and contact you right away because they have an immediate need you can fill or problem you can solve.

Maybe they have a need and hadn’t started looking for a solution. Maybe it’s an ongoing need and they haven’t been able to find the right solution. Maybe your blog article opened their eyes to a need that they didn’t realize existed.

Regardless of the scenario, marketing works when you put the right information in front of the right people at the right time.

Blog articles are no exception. I’ve landed several solid clients, including my biggest , after they read a blog article I published on LinkedIn.

3) They Read. They Share. Someone Else Is Impressed.

When people share your blog articles on social media or by forwarding them via email, they introduce you to an entirely new audience.

Granted, not every person should be considered a lead at that point. However, some could become leads if they decide to subscribe to your blog or follow you on social media.

Or they could contact you right away if they have an immediate need.

It’s like getting a referral from a referral of a referral. Those deeper tiers of contacts can be extremely lucrative.

In these scenarios, your contacts are contributing to your lead generation – at no additional cost to or effort by you.

4) They Search for the Specific Product or Service You Offer and Find You on Google.

Quick side note…

There are things you can do on the back end of your website to improve your search ranking. I won’t get into those here because it’s not my area of expertise.

But I do know that some businesses are still obsessed with trying to game the system.

My advice? Stop it.

Don’t try to trick Google’s algorithms. Hate to break it to you, but you’re not that smart.

And if you constantly try to “outgoogle” Google, you’ll have to constantly change your strategy when Google changes the rules. Which they do frequently.

Google had a core algorithm update in August that caused sites to drop in search rankings, leaving SEO folks scrambling to “fix” their websites.

In a recent Search Engine Journal article , we learned that, from Google’s perspective, it’s not about fixing specific issues. It’s about making your content more relevant.

Which brings us back to your business blog…

I can’t guarantee you the top spot on page one of Google. The only way to guarantee that position is to pay for the privilege. Anyone who says otherwise isn’t being honest with you.

However, people who are interested in buying the products and services you offer and search for them on Google will be much more likely to find you if you create and share relevant, valuable content.

And the easiest, most cost-effective way to add relevant, valuable content to your website is by publishing blog articles on a regular basis. Period.

5) They Search for a Long-Tail Keyword and Discover a Blog Article.

Most small business owners, especially in highly competitive fields, wouldn’t be able to get to the top of Google for generic keywords.

For example, if you search for “content writer” or “copywriter,” you won’t find my website.

But if you add “NJ” to both terms, you’ll find me on the first page of Google. My ranking for those more specific keywords gradually improved as I published blog articles consistently. It took time, but I got there.

And I generate business leads from Google because of it.

But Google can also help you generate unexpected leads from long-tail keywords that appear in your blog articles. You may not show up on the first page, but not all Google users stop searching when they reach the bottom of the first page.

I was recently contacted by a heavy metal vocal coach (yup, really) in Colorado about writing website content. He wants to own his niche and double his prices, so he knew he needed to upgrade his content.

I asked how he found my friendly little content writing shop in New Jersey. He said he searched for “web content writer cost.” On the second or third page of search results, he found a blog article I had written about the cost of content writing – 5 ½ years earlier.

Two lessons here…

First, I wouldn’t have shown up anywhere in search results for that query if I hadn’t written that article.

Second, an investment I made 5 ½ years ago generated a business lead from the other side of the country that has now turned into a client.

Raise your hand if you’ve ever generated a business lead from a marketing or advertising investment you made – and finished paying for – years earlier.

6) Potential Strategic Business or Referral Partners Read, Then Contact You to Collaborate.

A couple weeks ago, I was contacted by a website developer who I met about seven years ago. She asked me to be the primary content writer for a new marketing agency that she and a colleague are launching.

We’ve always been connected through LinkedIn and Facebook. We’ve shared a handful of referrals over the years. But my blog is the main reason why I’ve stayed top-of-mind with her.

She sees my articles regularly. She subscribed to my blog. She finds value in what I have to say. Now she’s a strategic business partner.

I credit my blog for a bunch of connections I’ve made with website developers, graphic designers, social media consultants, video production companies, and other marketing service providers.

As potential strategic business and referral partners, all are solid business leads.

Maybe you’re an accountant looking to collaborate with business attorneys. Maybe you’re a business attorney looking to connect with commercial insurance providers. Maybe you’re a commercial insurance provider looking to network with professionals in a certain industry.

A business blog allows you to stay in front of your target audience without constantly meeting for coffee, going to networking events, or sending emails to “catch up.” Not that those things are bad, but blog articles help to keep you connected between those interactions so the relationship doesn’t fade.

7) The Thought Leadership You’ve Established Opens Doors.

The concept of thought leadership has become somewhat overused, but that’s partly because thought leadership is something that so many professionals want to be known for.

And it’s something that can be established through a business blog.

When I worked in radio, the CEO of a major radio company based here in New Jersey would publish a monthly blog article. Without fail, he was quoted each month in articles in radio industry trade publications. Very often, these publications would summarize and link to his articles in their email newsletters.

I’ve had clients who were invited to speak at an event and contribute articles to a newspaper. Another was contacted by a journalist to share their expertise on a topic they discussed in a blog article.

These opportunities enable you to raise your profile as a professional and increase awareness of your brand. They also open doors to new audiences and new business leads.

Final Thoughts

The number and quality of lead-generating opportunities speak to the value of not only a business blog, but content marketing in general.

The business leads that come from blog articles and other content aren’t interacting with you because you sent them a coupon. They’re not doing it because they want to win a prize.

They’re interacting with you because you provided them with something of value. You educated them. You intrigued them. You made a connection. You showed that you’re more interested in the relationship than a transaction.

Be relevant. Be interesting. Be authentic. Be helpful. Be consistent. And your business blog will be a lead-generating machine.

Why It Helps to Go Back to Kindergarten Before Diving into a Marketing Strategy

Wed, 05 Sep 2018 20:58:00 GMT

A few hours before I sat down to write this article, I watched my daughters board the bus for their first day of school. 8-year-old Caitlin is starting third grade, and 5-year-old Cassidy is off to conquer kindergarten.

The drama leading up to the first day of school was relatively minor. Caitlin said she didn’t want to learn multiplication and division. Cassidy had more basic concerns, like knowing where to sit and how to get to the bathroom.

I explained that it’s okay to be nervous and tried to reassure them with simple, fatherly advice.

Listen to your teacher. Pay attention. Do your best. Be kind to the other kids in your class. Make good decisions.

If you do these very basic things each day to become a better student and a better person, everything else will fall into place and you’ll do just fine.

It reminded me of a story I read about John Wooden, the legendary UCLA basketball coach. At the first team meeting, Wooden didn’t immediately draw up plays or dive into conditioning drills. He showed his players the right way to put on their shoes and socks.

He said:

You play on a hard floor, so you must have shoes that fit right. And you must not permit your socks to have wrinkles around the little toe – where you generally get blisters – or around the heels… Hold up the sock, work it around the little toe area and the heel area so that there are no wrinkles. Smooth it out good. Then hold the sock up while you put the shoe on. And the shoe must be spread apart, not just pulled on the top laces. You tighten it up snugly by each eyelet. Then you tie it. And then you double-tie it so it won’t come undone – because I don’t want shoes coming untied during practice, or during the game.

Long story short, he started with the basics. Just like my Cassidy will be learning to tie her shoes this year while in kindergarten, Wooden taught his players – collegiate athletes – how to put on their socks and lace up their shoes.

Not exactly rocket science, but you won’t be at your best if you have blisters and other injuries.

When it comes to marketing, it’s equally important to make sure you nail the basics before you try to do long division or a crossover dribble.

Before you get your Snapchat account, set up a paid search campaign, or try to animate your logo, take a step back and wrap your head around who you are, who you serve, and how you serve them.

What Is Your Brand?

That doesn’t mean “show me your logo.” Your brand is a promise to deliver a certain experience and result. Your brand should make people feel a certain way. Your brand should convey the values you want your organization to represent.

You can’t market until you get a handle on your brand.

Who Is Your Target Audience?

Get beyond superficial demographic information like age, gender and income. What matters to the people you want to hire you or buy from you? What makes them happy? What keeps them up at night? Where and how do they consume information?

Once you’ve answered these questions, drill down even further to identify your ideal client. That person is your real target audience.

What Makes You Different?

This is your unique value proposition. This is what makes people choose you over your competition. And this is one question business owners and marketers often struggle with more than any other.

Stale, overused marketing clichés like “best service,” “knowledgeable staff” and “highest quality” aren’t unique. In fact, any company on the planet can use them. Most probably have.

I recently read an article by author Mark Schaefer , who suggests finishing a sentence that begins with “only we.”

Only we do…
Only we are…
Only we can…
Only we have…

It might take some time to precisely identify your “only we” and get beyond vague marketing clichés. The answer might not be what you always thought it was. And you might have to – gasp – talk to your clients to figure it out.

What Do You Actually Do?

I’m not talking about answering the “what do you do” question when you first meet someone. I’m talking about explaining how you deliver value to your clients.

I suggest creating a four-column marketing framework.

Make sure items are lined up across each column. Based on this information, you should be able to summarize what you do and the value you deliver in one simple sentence and one supporting paragraph.

This framework should serve as an internal reference to guide all future marketing.

Think and Plan. Then Do.

These questions may seem simple, but answering them can be difficult. It takes time, deep reflection, and planning.

That’s enough to discourage many business owners and marketers, who would rather launch half-ass marketing “campaigns” based on hope and a prayer and wonder why they fail.

By answering these questions, you’ll create a solid marketing foundation based on sound marketing principles. The strategies, tactics and technology may change, but the basic recipe for effective marketing is the same today as it was 100 years ago and will be in another 100 years.

But you’ll need to put the time in. There are no shortcuts.

As John Wooden said, if you don’t have time to do it right, when will you have time to do it over?

And as my daughters say, you better check yourself before you wreck yourself.

How Asking Questions within Your Marketing Content Keeps Your Audience Engaged

Wed, 08 Aug 2018 20:06:00 GMT

I’ve read a ton of articles about asking questions in the headline of a blog article, a web page, or the cover of a brochure. But asking questions within marketing content can be a powerful technique that helps you build a stronger connection with your audience.

We ask questions during everyday conversation all the time. We do it to show people we’re interested. To listen. To learn. To show we care about someone else’s viewpoints. To make the conversation less one-sided. To pique someone’s curiosity.

When you think about it, you can learn a lot about a person (or a company) by the questions they ask, and the questions they don’t ask.

As a general rule, if something works in a real-world conversation, it will work in your marketing content, not just the headline. Because good marketing content should sound like people talk .

Asking questions within your marketing content gets people thinking. It allows them to pause, even if only for a split second, to reflect and respond silently to themselves. It slows down the pace so they do less skimming and more reading. It gets them more involved in what you’re talking about.

All these things make people become less passive and more active in the “conversation.” Asking questions can keep people engaged and deepen that engagement.

To Answer or Not to Answer?

In some cases, asking a question is simply a preview. It tells people that helpful information is on the way. You’re asking a question that people want answered, so they keep reading.

In other cases, you ask a question because you want the reader to answer it for themselves. The answer could very well be an admission by the reader that a problem or need exists.

Ideally, your content would then convey to the reader, without being overtly salesy, why your company is the right choice to solve that problem or fill that need. It would also help them understand the results you deliver.

If the reader admits a problem or need exists and has a sense of how you can help them address it, they’ll be more likely to consider your organization as the solution.

And take action.

Asking the Right Questions

Asking questions for the sake of asking questions is silly. Asking a question with an obvious answer isn’t particularly interesting. It can also make people think you’re not capable of asking or answering hard questions.

Just like any other marketing or content writing technique, using questions should be done strategically and for a specific purpose.

As I mentioned, questions should pique someone’s curiosity and signal that helpful information is coming, or get people to admit that a problem exists. Open-ended questions that explain why and how are typically most effective.

Using a “yes” or “no” question is generally thought to be a bad idea, especially if the answer is “no.” Many experts believe these types of questions give the impression that you don’t have any information of value to share.

That may be true most of the time. But not always. For example:

“If you die tomorrow, will your family be financially secure?”

If I’m a retirement planner, I’m looking for people who say “no.” At the very least, I’m looking for people who aren’t sure.

“Is obesity keeping you from enjoying life?

If I’m a nutritionist or some other health and wellness practitioner, I’m looking for people who say “yes.”

In a recent article I wrote about writing your own content , I asked the following questions:

“Even if you write your content after business hours and it doesn’t eat into “work time”, is that what you really want to be doing? If you’re going to put in extra hours, wouldn’t you rather use that time to improve your business strategy and take care of your customers?”

I want the first answer to be “no” and the second answer to be “yes.”

A question can have a simple “yes” or “no” answer and still be thought-provoking. People who provide the answer you want are more likely to keep reading. Those who would answer the opposite aren’t your target audience, so it doesn’t matter if they keep reading.

The Real Question

The real question to ask before you start asking questions is, “Will the reader be more likely or less likely to keep reading if I ask this question?”

Just like the job of the headline is to get people to start reading your content, the goal of the first paragraph is to get them to read the second paragraph. And so on.

Asking questions within your marketing content is just one more content writing technique at your disposal. Use carefully worded, purpose-driven questions to make your content more engaging and build stronger connections with your readers.

What do you think? Agree or disagree? Why?

How a Local Software Company Elevated the Quality of Its Blog Content

Wed, 25 Jul 2018 21:54:00 GMT

Community Software Solutions (CSS) has been creating online software to support government and nonprofit community programs since 1991. One of their signature products is Eleo Donor Management Software , an affordable, easy-to-use system designed to help nonprofits improve fundraising and build donor relationships.

When CSS was preparing to develop online content and ramp up the social media presence for Eleo, they didn’t take the cheap route. No Craigslist, no Fiverr, no discount freelancing sites.

They partnered with a large marketing company and paid a premium price.

The Eleo blog was a critical part of the new marketing strategy. Consistent blogging would allow the company to educate potential clients in the nonprofit community about issues related to fundraising, donor management, and the technology that supports these efforts.

The first blog post was excellent. But things went downhill quickly.

“After that first post, it was an absolute struggle,” said Cindy Gittleman, Business Development Manager at Eleo. “The writer didn’t know the terminology or use it correctly. We didn’t publish most of the articles because they didn’t represent our voice or expertise. They were so bad that I couldn’t fix them.”

Cindy had phone calls with the account manager and content writer to discuss blog topics and give direction. But the quality from blog post to blog post was unpredictable and inconsistent. They went through three content writers but the situation didn’t improve.

Eleo gradually stopped using this marketing company’s services. Cindy was doing some of the writing herself but that was keeping her from her primary job. So she started searching for a local content writer to pick up the ball.

Cindy was referred to Scott McKelvey Copywriting and Marketing by a local website development company. Cindy and Scott met for coffee to discuss Eleo’s goals, target audience, competition and challenges, as well as the issues Cindy had experienced with the previous company.

Before long, Scott and Cindy were on the phone discussing blog topics. Scott records phone interviews to make sure all information is captured. It also allows him to listen closely and have a real conversation without scrambling to take notes.

A few days later, Cindy received an email with the first blog post. It made her very happy. Of course, the first blog post from the previous writer made her very happy, too. She wanted to make sure the quality would be consistent.

“The blog posts written by Scott need minimal editing, if any,” Cindy said. “I would sometimes wonder if the other writer understood the topic because he would just ‘yes’ me to death. With Scott, it’s a conversation. He doesn’t just hear what I’m saying. He gets the point we’re trying to make.”

Cindy also appreciated Scott’s ability to steer the conversation in a way that kept the focus on the goal of each blog post, but still offer recommendations with the big picture in mind.

“I’m the first one to admit that I’m a talker,” Cindy said. “Scott is able to take all my thoughts, quips and stories, do his own research, and put it all together into a concise blog post. He’s not afraid to tell me if we’re getting off track or if I’m talking about a topic that should be its own blog post.”

By the time Cindy and Scott are finished discussing a few blog topics, they usually have several other ideas to add to the list. Cindy’s 30-plus years of experience in the nonprofit sector combined with Scott’s ability to ask the right questions and communicate her expertise have made the Eleo blog a valuable source of information.

In addition to the blog, Scott has written content for trade show print collateral and professional bios for Eleo. Long-form content such as white papers could be on the horizon as Eleo looks to provide more of the information their clients and prospects demand.

“Scott makes the whole process so easy,” Cindy said. “We talk about a project, he makes sure he has the right information, and an email shows up in my inbox, right on schedule. I never have to chase him. And I have total confidence in Scott to deliver content that we’re proud to put the Eleo name on – every single time.”

The Secret to Winning with Conversational Content (It’s Not Just the Words)

Wed, 11 Jul 2018 19:09:00 GMT

I often talk about the importance of writing conversationally. Like people talk , as David Ogilvy once said.

When your marketing content sounds like how you talk in an actual conversation – not how everyone talks, but how you talk – it comes across as more authentic, believable and trustworthy. It helps knock down barriers to the sale.

Nobody wants to read content that sounds more like a user manual, textbook or press release than a conversation.

Big words, complex sentences and a stiff, grammar-obsessed tone that don’t even come close to how you would talk in a conversation will make your content sound phony or confusing. And you could end up giving the impression that you’re trying too hard to prove how knowledgeable you are about a certain subject.

Obviously, content isn’t conversational if you don’t use relatable, everyday language. Words are important. But there’s another critical factor that will determine the success or failure of conversational content.

Intent.

Are you trying to help people? Are you trying to educate, engage and inspire? Are you trying to make a connection with the reader?

Or are you trying to sell stuff?

If your intent is to sell stuff, that intent will show up in your marketing content. It can easily turn off readers, even if you use conversational language and a natural tone to cover up your real intent.

Actually, I’d say the only thing worse than an obvious, slap-in-the-face-with-a-shovel sales pitch is a sneaky sales pitch. At least with an overt sales pitch, you know what you’re getting.

How would you feel if you found out that the content you thought was intended to help you was really just a cover for a sales pitch?

Sounds underhanded. Deceptive. Dishonest. Slimy.

That’s pretty much the opposite of what conversational content should make people think and feel about your business.

Too many business owners and marketers just can’t help themselves. They think their content is fluff unless it includes information about a product, service or offer, or their company’s qualifications.

Content that helps, educates, engages and inspires people isn’t fluff. Wouldn’t you say these are all important if not essential parts of the sales process?

With the exception of direct response marketing, content shouldn’t focus on persuading people to take a specific action right away. That doesn’t mean they won’t, but immediate action isn’t the primary goal of conversational content.

I always recommend writing conversationally because it shows you’re being real. You’re not putting on a show. You’re sharing your knowledge and expertise in an unselfish way. Conversational content should be a preview of what it would be like to sit across the table from you.

Do you think sneaking a sales pitch in there will help you land a new client on the spot?

If you consistently deliver value in your marketing content, people will look forward to what you have to say next time. Once you’ve earned their trust and confidence and established your expertise, they’ll hire you and refer you.

But they won’t come back if they think you just want to sell them something, especially if you’re sneaky about it.

Using conversational content doesn’t mean you can’t talk about your company, products or services, although you should keep it to a minimum. If you’re going to talk about yourself, make sure it ties directly to the core message of your content and provides real value to the reader.

Otherwise, it’s just self-serving or a sales pitch. Probably both.

Using conversational content also doesn’t mean you can’t have a call-to-action. But you shouldn’t transition from a helpful message to an urgent sales pitch.

Instead of telling people what to do, focus on explaining why they should take that action. Focus on helping, educating, engaging and inspiring. People are much more likely to act when you try to help them, not sell to them.

Remember, if your approach to marketing content is conversational and helpful, but the underlying intent is to convince people to buy something, there’s a good chance your content will backfire.

Write conversationally and, just as importantly, write with the right intentions.

When You Say, “I’ll Take a Crack at Writing My Own Content,” How Much Is that Crack Costing You?

Wed, 06 Jun 2018 20:04:00 GMT

It’s not uncommon for a potential client, flabbergasted that it actually costs money to hire a content writer, to ask what the cost would be if they write their own content and then have me edit.

“Why don’t I take a crack at it?” they say. “Then you can clean it up, make it sound more natural, and suggest any improvements.”

Well, I can do that. But that’s not the best use of my services.

You’re basically saying, “Let me spend my time writing my own content, even though I’m so sure it won’t meet my standards that I’m asking you in advance if I can pay you to fix it.”

How many hours will it take for you to write your own content, whether it’s a few pages of website content, a blog post, a newsletter article or a tri-fold brochure?

What’s your time worth? What is that crack really costing you beyond my fee?

Even if you write your content after business hours and it doesn’t eat into “work time”, is that what you really want to be doing? If you’re going to put in extra hours, wouldn’t you rather use that time to improve your business strategy and take care of your customers?

I’m a writer and I almost never stay up late writing content. Why? Because none of my clients want their content written late at night when the last thing I want to be doing is writing content.

Even if the only thing you factor into the cost is my fee, having me edit your content won’t save you much money. Depending on how much editing I have to do, it might not save you anything.

Many people want me to edit because they think I’ll only change a few words and rearrange a few sentences. Then they see a heavy dose of red ink.

That’s when they realize that good typing plus product knowledge do not equal compelling content , and that grammatically correct content won’t work if there’s not sound marketing strategy behind it.

In other words, they realize they shouldn’t be writing their own content.

Of course, it’s not just the desire to save a buck that drives people to take a crack at writing their own content. Some people think a content writer doesn’t have enough knowledge or expertise to write about certain topics.

That may be true, initially. But my job is not to be an expert in your field. My job is to communicate your expertise and passion in a way that connects with your target audience, emotionally and logically, and earns their trust and confidence.

A good content writer knows how to interview to extract information from your brain that can be molded into compelling marketing content. A good content writer knows how to do independent research to gain at least a basic understanding of the topic at hand and supplement the information you provide.

Again, when you write your own content because you think you’re the only person qualified to do so and then hire someone to edit, you’re taking the wrong approach. You know it won’t be good enough when you write it yourself, so you’ll have to pay someone to make it better.

That’s just bad business, especially for small businesses that are under so much pressure to maximize the return on every marketing dollar.

The moral of the story?

Taking a crack at writing your own content is costly in terms of wasted time and money. Inferior content can also cost you customers.

Don’t take shortcuts with your marketing content, especially if you know you’re not fully up to the task.

Say “no” to crack. Hire a content writer from the beginning.

Marketing Observations from my Spring Vacation, Disney Edition

Wed, 16 May 2018 20:34:00 GMT

I hadn’t been to Disney World since I was 6 years old. As a point of reference, there was no Epcot when I last went to Disney. My wife, Kelly, hadn’t been to Disney since she was 12.

So when we planned our family vacation to Disney World, the experience was about as new for us as it was for our daughters, 7-year-old Caitlin and 4-year-old Cassidy.

After waking up on a Sunday at 3 am, we took a 7 am flight – the first time on a plane for the girls – from Philadelphia to Orlando, arriving at the Yacht Club resort a little after 11 am. Energized by the adventures that awaited us, we overcame the lack of sleep to make our way to Epcot and the fun was underway.

We packed as much magic as we could into our trip – Magic Kingdom, Epcot, Animal Kingdom, Hollywood Studios, pools and waterslides – until we left for the airport after lunch on the following Friday.

As exhausting as Hershey Park was last year, I knew it would be nothing compared to Disney. And I was right.

Thank goodness we had an entire weekend to recover before heading back to work.

Exhaustion aside, Disney World lives up to its billing as the most magical place on earth. Caitlin and Cassidy want to live there.

Of course, I never completely remove my marketing hat when I go on these trips. Continuing a tradition I started in 2014, I made some mental notes during our vacation about marketing and the customer experience and compiled a list of observations.

Aaaand, we’re off!

The Friendliest People on Earth

Disney clearly hires for personality, energy and friendliness. From the moment we got in line for the Magic Express shuttle at the airport, every person we encountered was full of smiles and genuinely happy.

Ride attendants, princesses, bus drivers, administrative staff, restaurant servers, security and even the storm troopers were friendly. Without exception.

We arrived on Kelly’s birthday, and every Disney employee who saw her birthday pin wished her a happy birthday. I guess that’s why she wore it every day of our vacation.

Funny thing is, happiness is contagious.

I didn’t see a bunch of grouches or complainers at Disney parks and resorts, and I’m talking about the customers. By hiring friendly people, Disney has created a largely drama-free experience, which makes a vacation a hell of a lot more enjoyable.

You can teach skills, but you can teach friendliness and kindness.

That Disney World App Though

The people were great. The app? Not so much.

The app was helpful for making and keeping track of dining reservations and fast passes. It was cool to have all photos automatically uploaded to the app for viewing and downloading.

The functionality was valuable. I just wish it functioned more reliably.

I kept getting error messages, whether I was trying to find an attraction, check wait times or watch a video.

I get that it can be difficult to offer reliable service in large, outdoor environments. But you’re Disney World. You have to work out the kinks.

Leave an Attraction. Enter a Store.

It’s the brilliance of common sense. Walk out of the Star Wars Tour and enter a store selling Star Wars stuff. Same for almost every major themed attraction.

And it worked. People were gobbling up merchandise.

They don’t have clearance racks at Disney, unless I missed them. They sell what people want at the right place at the right time and charge a premium price.

It’s retail 101 and Disney nails it.

Why Can’t I Buy Stuff Online?

Disney aced retail 101 but flunked retail 201.

In today’s omnichannel retail world, a company should provide the customer with a consistent, seamless shopping experience regardless of the shopping channel – in store, online, mobile, social media, app, etc.

We only had so much space in our suitcases for souvenirs. We figured we would buy stuff online when we got home.

I wanted to buy my Norwegian mom something for Mother’s Day from the Norwegian store in Epcot. I was shocked to find that two items – sweaters that cost several hundred dollars – were the only items in the entire store available online.

Two.

That’s a major fail. Why would you not allow customers to buy everything they see in your stores when they get home?

Matching Shirts Everywhere

We buy matching shirts for Caitlin and Cassidy. It’s adorable and they love it. But when Kelly bought matching Star Wars shirts for the two of us, I wasn’t so sure about it.

Then we walked into our first park.

Kids, couples, families, large groups. They all had matching Disney shirts. The more I thought about it, the more I realized how much easier it is to keep track of everyone in your group.

One guy even had a shirt that said, “I don’t do matching shirts.” Classic.

I guess it’s a Disney thing for everyone to wear matching shirts. There’s nothing like having thousands of people who paid for shirts so they could be walking billboards for your brand.

Under Armour Rules Amusement Parks

Matching shirts aside, it’s amazing how many people wear performance shirts. More specifically, Under Armour performance shirts.

I noticed this during previous vacations to Hershey Park and Wildwood . I’ve noticed it at the boardwalk and amusement parks like Great Adventure.

Nobody likes to stick to their clothes. Although Nike, Adidas and other brands now offer performance apparel, Under Armour is the undisputed leader in this space. In the photo at the beginning of this post, observe the logo below “IRISH” on my shirt .

I don’t know if Under Armour has strategic partnerships with every amusement park or outdoor family attraction in the country, but it should.

Self-Service Food Order Fulfillment Needs Work

If you get a meal plan for your Disney vacation, you get a certain amount of sit-down meals and a certain amount of quick-service meals. You can order quick-service meals through the Disney app and self-service kiosks.

We typically ordered when we got to the dining establishment. With young kids, moods and preferences can change on a dime.

But when we ordered via mobile or self-service kiosk, there were at least three times when we didn’t get what we ordered. Not a big deal, you say?

Well, picture me in a crowded amusement park food court. My wife and kids finally find an open table on the other side of the building. I finally weave my way through the crowds with an overflowing tray, only to realize I’m missing the milk and apple slices.

Then I have to weave my way back to the front of the pickup counter, hoping not to piss off people who are waiting for their meal and hoping I didn’t drop my receipt.

Everyone makes the occasional mistake. But it happened at least three times. Yes, I could have checked my order despite the chaos of the situation. But that’s not my job.

If you’re going to offer self-serve and mobile ordering, you have to fulfill the orders correctly.

That said, the sit-down meals were phenomenal, especially at the Norwegian restaurant and Cinderella’s castle.

Not just good. Phenomenal. After a day of nonstop walking, an upscale meal with an adult beverage makes it all worth it. Even the food at each buffet was fresh and delicious, which is rarely the case with a buffet.

Even at 90, Mickey Is Still the Star

Even with the addition of attractions involving Star Wars, Indiana Jones, Harry Potter, Pirates of the Caribbean, and Frozen, Mickey Mouse still takes center stage. Disney seems to be very careful about preserving its history and heritage, and that’s a good thing.

Mickey Mouse made his debut in 1928. Snow White followed in 1937. Cinderella and her magical castle first appeared in 1950. Sleeping Beauty was cursed by Maleficent in 1959. Even Ariel is more than 30 years old.

Disney seems to work hard to develop new attractions centered around its newest stars, but not at the expense of its heritage. There’s a reason why so many young girls want to get makeovers at the Bibbidi Bobbidi Boutique and have dinner at Cinderella’s castle. Feeling like a classic Disney princess still feels magical, as if they were in a fairy tale.

There’s a reason why Mickey and Minnie are featured so prominently, and mouse ears are the most popular accessory at Disney parks.

To kids, Mickey still represents happiness and joy. To us old farts, Mickey brings back childhood memories. To some critics, Mickey represents commercialism and the end of childhood innocence, but those people aren’t spending thousands of dollars to visit Disney World.

From a marketing and branding standpoint, no character personifies the Disney brand like Mickey. Disney is smart to keep him and other traditional characters front and center.

I only hope that we don’t lose sight of one thing – that it was all started by a mouse.
–Walt Disney

If You’re Not Writing Like People Talk, What Are You Writing Like?

Wed, 11 Apr 2018 19:42:00 GMT

Before I took my business full-time, I was working as a communications consultant for a global company. I had ghostwritten an article for an executive that would appear in a major trade publication.

Back then, my process was the same as it is today. Record the interview so I can listen, capture every word and ask follow-up questions instead of scrambling to take notes. After reviewing the audio and doing some research, I wrote the article.

“The tone is far too casual for a senior executive,” I was told. “It needs to sound more professional and intellectual to appeal to other executives.”

This was the kind of place where you basically did what you were told, so I did. Begrudgingly.

I thought to myself, “But this is how he talks. When he goes to a conference, this is what other executives hear. Will an intellectual person really be swayed by an article with a more rigid tone and industry jargon? Shouldn’t we give readers more credit?”

Last year, I had written an article about a new scientific lab (I’m purposely being vague). I interviewed the CEO, a scientist and the manager of the facility and wrote the article.

“We feel like it needs more of the scientific terminology involved in the process,” I was told. “We want to prove to people that we’re experts and we know what we’re talking about.”

I totally get the desire to position yourself as an expert. That’s one of the most important things good marketing content should do.

But you don’t prove you know what you’re talking about by using scientific terminology. You might know what you’re talking about, but if your audience doesn’t know what you’re talking about, you risk losing them.

“Write the Way You Talk. Naturally.”

That’s my favorite David Ogilvy quote. He was so far ahead of his time. When the vast majority of marketers were blasting out sales messages and empty clichés, he was just talking to people. Respectfully and matter-of-factly.

“The customer is not a moron,” Ogilvy said. “She’s your wife.”

A lot of professionals are great at explaining things verbally. But for some reason, they turn into robots when they try to explain things in writing.

The written version of the explanation doesn’t sound natural. Information is presented in a way that’s confusing. For some odd reason, words that no person at the company has ever or would ever utter make their way into marketing content.

Maybe some people see writing as an opportunity to use big words that they would never use in an actual conversation, just to prove how smart they are? I don’t know.

“Never use jargon words like reconceptualize, demassification, attitudinally, judgmentally,” Ogilvy once said. “They are hallmarks of a pretentious ass.”

Good writing isn’t about sounding intelligent or knowledgeable. It’s about being able to communicate that intelligence and knowledge in a way that connects with people, earns their trust, and motivates them to act. The best way to do that is by using everyday, relatable language and a casual tone.

Like people talk.

Which approach do you think will have more impact? Writing that’s clear and easy to understand, or writing that’s stiff and uses big words?

What Happens When You Don’t Write Like People Talk

Read your marketing content out loud. What does it sound like?

A sales pitch? A textbook? A user manual? A thesaurus? A press release? A robot? A person trying to sound smarter than he or she is?

When your marketing content doesn’t sound natural, like a human conversation, it doesn’t sound as believable or authentic. If people don’t believe you or believe in you, they won’t trust you or buy from you.

If you use big words and jargon just for the sake of using big words and jargon, you risk confusing your readers. And nobody likes to be made to feel stupid.

Stiff, unnatural writing tends to come off as a lecture instead of a conversation. And nobody likes to be lectured.

It almost sounds insincere or even dishonest. And nobody likes a phony or a liar.

Obviously, reputable business owners and marketers don’t intend to lecture, confuse, or sound insincere or dishonest. But those can be the signals you send when you don’t write like people talk.

How to Write Like People Talk

Use short paragraphs, short sentences and mostly short words.

If a sentence without a list has a lot of commas, it can probably be broken down into two or three sentences. This gives the reader a second to absorb what you just said before moving on to the next thought.

Don’t get hung up on perfect grammar. There’s a difference between taking liberties to sound relatable and making obvious mistakes because you don’t know the basic rules of grammar.

For example, it’s okay to start sentences with “but” or “and”. It’s okay to use sentence fragments to break up thoughts and emphasize certain points. This is marketing, not English class.

Use contractions (“won’t” instead of “will not”). I was taught in English class to spell everything out instead of using contractions. But that’s not how I talk. That’s not how my audience talks.

Focus on nouns and verbs and minimize adjectives and adverbs , especially if they’re not specific. If you use the right nouns and verbs – the kind you use in everyday conversation – most won’t need adjectives and adverbs.

See if you can replace certain words with simpler words. Big words are fine if they’re easy to understand and used in everyday conversation. It’s less about length and more about simplicity.

Instead of “assist” or “assistance”, use “help”. Instead of “modify” or “modification”, use “change”.

One of my least favorite words is “alternatively”. Just use “on the other hand”. Or “or”.

I had to take a break from writing this post for an appointment and heard a talk radio host refer to Odell Beckham Jr. as petulant. Just call him childish!

Some people resist because they equate this approach with dumbing it down. If it’s so dumb, why do people talk like that in everyday conversation in a business setting? Are we living in a world full of idiots?

Don’t answer that. You get my point.

Of course, the best way to make sure you’re writing like people talk is to listen to how your customers talk. Pay attention to the language they use during live conversations and in social media comments.

Ultimately, those are the people who matter most. Those are the people you have to connect with. Because those are the people who pay the bills.

“Good writing is not a natural gift,” Ogilvy said. “You have to learn to write well.”

The key to writing good marketing content is to write like people talk. Not to impress your English teacher, not to avoid being detained by the grammar police, and not to blow people away with your massive vocabulary.

Write for real people. If you don’t have the time, the desire or the ability to do this yourself, let’s talk .

If Your Marketing Isn’t Working, Your Content Might Need an Empty Claim Audit

Wed, 14 Mar 2018 16:08:00 GMT

Ever since the first newspaper ad was published in the early 1700s, advertising has been littered with empty claims. This awful trend continues to this day with print media and collateral, radio, TV, outdoor, and online platforms.

Decades ago, you might have been able to get away with being vague. There wasn’t as much competition, and there wasn’t as much exposure to marketing. Beyond traditional ads and directories (remember the yellow pages?), consumers didn’t have a ton of choices.

Today, the market is oversaturated with both brick-and-mortar and online businesses and services. The latest data shows that most Americans are exposed to anywhere from 4,000 to 10,000 ads each day. That doesn’t even include the website content, emails, articles, search results, social media posts and other content that fall under the marketing umbrella.

Vague doesn’t cut it anymore. Empty claims are now just part of the noise and clutter that people are forced to sift through all day to find something they need. Something of value. Something that will solve a problem or make their life better, easier or more enjoyable.

What’s an Empty Claim?

In the context of marketing content, an empty claim is a statement that hasn’t been quantified, substantiated or validated. It lacks any specifics, which is why many businesses and marketers make the same claim.

And that’s how we end up with marketing and advertising clichés.

Highest quality. Best service. Knowledgeable, dedicated staff. Innovative solutions. Technical support by industry experts.

During my 12 years as a creative director in radio, advertisers insisted on shoving empty claims into their commercials, despite my efforts to talk them out of it. During my 12 years in business for myself, businesses and marketers have insisted on shoving empty claims into their marketing content, despite my objections.

It’s not an exaggeration to say that some of these empty claims have existed for almost a century. Decades of bad marketing and advertising have conditioned people to believe this is the right way to market.

As cartoonist and best-selling author Hugh MacLeod once said, “If you talked to people the way advertising talked to people, they’d punch you in the face.”

What Are Businesses and Marketers Making Empty Claims About?

Well, it’s not just the standard clichés. Based on my experience writing and reading through marketing content across dozens of industries, empty claims typically involve the following topics and company or product attributes.

How to Give an Empty Claim More Fuel

In some cases, it can’t be done. If you can’t prove a generic, empty claim by offering up specifics, it’s not a selling point. Maybe you’re just saying it because your competition is saying it, or you think that’s what your customers want to hear.

But if the claim isn’t valid or can’t be substantiated, don’t make the claim. Say something else that’s more meaningful.

Funny thing is, there’s often a legitimate selling point buried somewhere in an empty claim. You just haven’t dug deep enough to identify it, substantiate it and communicate it.

Some empty claims can be quantified with easy-to-understand examples or hard data.

Instead of just saying you offer simple solutions, explain what it is about your solutions that makes them so simple. Instead of saying you have fast turnaround, tell them quantify the speed of your process is in terms of days, hours, minutes, etc. Instead of saying you employ highly trained technicians, explain what type of training they’ve received and why that’s relevant to your audience.

Other claims are more difficult to validate. A caring, dedicated and professional staff that delivers exceptional outcomes is a tremendous selling point. But it’s just noise if you say, “We have a caring, dedicated and professional staff that delivers exceptional outcomes.”

This is why I’m such a big proponent of sharing success stories . Less formal than case studies but more specific than the average testimonial, a success story allows the client to substantiate those claims with specifics from their own experience.

Remember, when you say something about your business, it’s a claim. When a client says the same thing about your business, that claim becomes a fact.

Conducting Your Empty Claim Audit

Go through your website, emails, print collateral, social media profiles and posts, and advertising. Are you making substantive claims about the topics and attributes listed above? Are you being intentionally vague because you can’t prove the claim?

Do you have claims that are empty as written but could be substantiated with more digging, more data, more input from clients, and better writing?

Don’t let empty claims keep your marketing content from generating leads. It’s time to fill ‘er up.

If you need help identifying empty claims, weeding out empty claims, or turning empty claims into quantifiable selling points that make your marketing content more compelling, let’s talk .

Why Product Knowledge and Typing Ability Do Not a Content Writer Make

Wed, 28 Feb 2018 19:56:00 GMT

I was talking to a graphic designer the other day about one of his clients. The client was having his logo and website professionally designed, so the graphic designer recommended hiring a writer to handle the website content.

The client’s response?

I know my product better than anyone, so I’ll write the content.

Sure, that’s all it takes. After all, content writing doesn’t require any technical ability, like graphic design or website development. All you have to do is type.

My graphic designer friend immediately recognized my pain as I closed my eyes and shook my head. He would try to convince his client to hire a content writer, but we weren’t optimistic.

Here’s the silver lining, for me anyway. There’s a good chance I’ll get this job – in six months, when the project still hasn’t gotten off the ground and the client recognizes the folly of his ways. The bad news for the client is that he’ll waste a lot time and money learning a hard lesson.

Here are a few reasons why product knowledge and an “A” in typing class aren’t enough when it comes to writing marketing content, and can even be detrimental.

Knowing and Marketing Aren’t the Same Thing

Don’t get me wrong. Product knowledge is important. But knowing the ins and outs of your product doesn’t make you qualified to write content intended to market that product.

You need sound marketing strategy behind the words.

You need to write about not only the product, but the desired outcome. You need to tap into your audience’s emotions. You need to educate them so they can logically justify their instincts and emotional decisions. You need to guide them through the buying journey. You need to earn their trust.

Writing about your product might be easy for you. Writing content from a strategic marketing perspective is a whole new ballgame.

You Know Your Product Too Well

As a professional, it’s your job to be an expert in your field. It’s your job to know everything there is to know about your product.

The content writer’s job is very different.

The content writer’s job is to tap into your expertise and extract the information that’s most relevant to your audience. Communicate that information in a way that simplifies concepts, builds trust, differentiates you from the competition, overcomes obstacles to the sale, and motivates them to make a purchase.

You know, that marketing stuff we were just talking about.

Loads of product knowledge can lead you deep in the weeds about stuff that might seem interesting and relevant to you but sounds like Charlie Brown’s teacher to your audience.

Your audience cares about the outcome. They want to be able to preview the experience of using your product and enjoying the end result.

Problem solved. Need filled. Life made better or more enjoyable.

When I go to buy a car, a good salesperson doesn’t go blathering on about features and technical specs. A good salesperson does everything possible to get me in the car for a test drive so the experience becomes irresistible.

You’re Too Attached to Your Product

It’s only natural for you to feel a close attachment to your brand, your company and your product. But that attachment can hold you back from a marketing perspective.

I’ve never met a business owner who can completely detach from their business and marketing and analyze them objectively. This is especially true for well-established brands.

This is how we’ve done it for years. This is how we’ve been saying it for years. This is what people have always said about our product.

Statements like these are obstacles to good marketing content. They’re also obstacles to innovation and change that allow you to create or maintain a competitive advantage.

When a client makes these statements, my response is always the same.

“How’s that working for you now?”

I’ll never recommend change for the sake of change. But if something’s not working, you have to be willing to break it down, figure out why it’s not working, and build a better strategy. This might require abandoning an approach that’s been used for years. It’s not easy for someone who’s too attached to their product.

One of the biggest benefits of hiring a content writer is getting a completely unbiased perspective on things from someone who has zero attachment to your business. Someone who respects your legacy but won’t be swayed by emotion when analyzing the existing strategy and recommending a new one.

The Money-Saving Myth

For some (but certainly not all) business owners, “I know my product so I’ll write the content” is code for “I don’t want to pay a content writer.”

I get it. We’re all under pressure to control costs. But more often than not, the DIY approach will do the opposite.

There are certain truths I’ve learned over the years about people who want to write their own content.

By the way, writing your own content and hiring a writer to “clean it up for you” is not the best use of a content writer’s talent and knowledge. It could end up costing just as much, and the four bullet points above still apply.

My recommendation is to focus on running your business. Put your product knowledge to good use by doing what you do best. And hire a content writer to do the content writing.

If you want to develop content for marketing project and avoid spinning your wheels by turning it into a DIY project, give me a shout .

Leave No Marketing Stone Unturned: The Email Signature Edition

Wed, 31 Jan 2018 19:37:00 GMT

Last week, I read a simple, no-brainer tip that made me say to myself, “Hey, moron, why aren’t you doing this?”

Ivan Misner, the founder of BNI, wrote a post about including a P.S. in your email signature . Dr. Misner was looking at it from a networking perspective.

In addition to contact information and links to your social media pages and blog, use a P.S. at the end of your email signature to tell people who would be a good referral for you and your organization.

I immediately went into Microsoft Outlook and edited my signature to include the following (I prefer PS without the periods):

PS: If you hear a colleague, client, vendor or business contact say something like “our website sucks,” “our brochure is ancient,” or “we haven’t posted to our blog in months,” that person would be a great referral for me. If you know a marketing service provider (website development, graphic design, social media, public relations, video production, etc.), an introduction would be much appreciated. Thanks!

Will this instantly open the flood gates to new business contacts and gobs of money? Of course not.

But in an oversaturated marketplace, we should leave no marketing stone unturned. That includes the email signature.

Writing the PS and adding it to my signature took me about 10 minutes. It didn’t cost me anything. The message will go to clients, prospects, colleagues, vendors, referral partners, people who signed up for my blog, and anyone else who receives email from me.

Worst-case scenario?

My little PS message gets ignored or goes unnoticed. Who cares. The same can happen when you spend thousands of dollars on certain types of marketing.

Best-case scenario?

Someone reads my little PS message tomorrow and says, “Hey! I know someone you should talk to!” That person becomes my biggest client. Cha-ching.

More realistic-case scenario?

Some people who I have relationships with are reminded of the type of referrals I need to grow my business. If they bump into someone at some point, in person or virtually, who would be a good referral, they think of me and mention my name.

For a 10-minute investment of my time, I’ll take it.

More Ideas for Using Your Email Signature as a Marketing Tool

The more I thought about this whole email signature thing, the more I realized how versatile an email signature can be as a marketing tool.

In the PS I created for myself, I asked people to listen for specific triggers that would indicate someone is a good referral for me. Although the triggers were specific, the more generic “ask” was clear – a good referral is anyone who needs good marketing content, either for themselves or their clients.

Of course, I could change it up.

Maybe I could create a signature geared towards people who have speaking engagements at seminars, workshops, conferences, trade shows, etc. I would ask to be introduced to someone who might consider transforming that presentation into a white paper or a series of blog posts.

Maybe I could create a signature geared towards people who have success stories to share and want to get beyond generic, cliché-filled testimonials.

Maybe I could link to blog posts about those topics in my PS. Like I just did here.

You could even – gasp! – show you care about your business contacts by using your email signature to ask how you can help them grow their business. What kind of referrals are they looking for? Givers gain, as we say in the world of BNI.

I would recommend against doing too much direct selling or self-promotion in your email signature. But if you’re having a sale or special event, there’s nothing wrong with some short-term promotion. Just make sure you’re offering something of value and selling the benefit or the outcome.

If you’re having a sale on a product or service, hit the price point, but focus on the value they’ll receive. If you’re promoting an event, like a workshop or seminar, hit the date, time, place and topic – and link to the registration page – but focus on how they’ll benefit by attending.

It’s an email signature, not an ad, so make it personal. Say you would love to see the person at your store/office/event, and you would appreciate it if they wouldn’t mind telling others who might be interested. Make sure it sounds like something you would say , and thank them.

If you’re going to a big industry conference or trade show, you can use your email signature to plug your appearance. Again, sell the value.

Look for us at booth ABC to see or find out about XYZ. Hear from our CEO, Joe Blow, during a panel discussion about leaving no marketing stone unturned.

Of course, if your promoting something, you have to change your email signature when that something is over. Otherwise, you create the impression that you’re not paying attention.

You can also announce new products, services or personnel. For example, if your video production company just started using a drone to shoot video, or your law firm just hired a new attorney, share that information in your email signature.

Obviously, you wouldn’t rely solely on your email signature to make these announcements, but why not use it to help get the word out?

Another use for your email signature is to give people a heads up that you’ll be on vacation. I try to let my clients know when I’ll be going on vacation so they don’t find out from an automated out-of-office reply. Including this information in your email signature before you leave serves as an ongoing reminder.

Granted, this isn’t marketing. But it’s a friendly courtesy that can help you build a stronger relationship and get important business done before you leave.

I don’t know about other email applications, but Microsoft Outlook lets you create multiple signatures. You could create several signatures, make a generic version the default, and choose a specialized signature from a dropdown menu, depending on who you’re emailing and what you want to accomplish.

It comes down to a simple question. If it’s free and requires minimal effort, why would you not add a PS to your email signature? When it comes to marketing, you need to use every weapon in your arsenal. Leave no stone unturned.

Are you using your email signature to support your marketing goals? How so? What are your ideas for using a PS message?

Does Your Marketing Content Sound Like You?

Wed, 17 Jan 2018 19:49:00 GMT

When I ask a client to discuss an article I’m writing for them, I can sometimes see their eyes roll through the phone.

Do we really need to talk about this? You have all the information you need. You know what I want to say.

I get it. They have other things to do. Even if they didn’t, some people would rather invent things to do than talk about their marketing.

But there’s a good reason why that conversation needs to happen. I want that article to sound like it came out of their mouth.

I often talk about the need to capture your voice and personality in your content. But if you want your marketing content to sound like you, you have to go even deeper.

Here’s what I mean.

Suppose I’m writing a blog article about a concept that’s a common source of confusion for your clients.

When I explain that concept in your article, I want to explain it the same way you do. I want to present information just like you do. I want to use the same language, the same phrasing, the same metaphors, the same examples.

That’s a big reason why I record those client conversations. I’d never be able to capture the exact verbiage if I only took notes.

When your marketing sounds like you, it doesn’t just tell people what you know. It tells them who you are.

And it’s more likely to elicit the same emotional and logical responses as an actual conversation with you would.

That’s how you should approach your marketing content. Assume every person who reads the content will have a conversation with you about the same topic at some point.

By the way, that’s not an outlandish scenario. It’s actually the ideal scenario.

Wouldn’t you want someone to read your content and contact you to discuss it further? Isn’t it a goal to get every prospect on the phone or in front of you? Why not make sure your marketing content previews that conversation?

The last thing you want someone to take away from such a conversation is, “Wow, that didn’t sound anything like what I just read.”

If there’s a disconnect between what you say in your marketing and what you say when you interact with a client or prospect, it doesn’t sound authentic. It creates doubt. It introduces questions. The level of trust goes down a notch or two.

And nothing is worse than failing to deliver on the expectations created by your marketing.

Remember, it’s not necessarily the information you provide in your marketing content that differentiates you. Unless you’re telling a story that’s unique to your business or sharing an earth-shattering discovery, that information is already out there.

When all other things are equal, it’s how you deliver information that matters.

Nobody reads your content because they want to hear someone else’s perspective on a particular subject. They’re reading your content because they want your take. They value your take.

That’s what I tell the clients who roll their eyes when I ask to talk about that article I’m writing for them. Yes, I have all the information I need. But I need to make sure the article represents your take on the subject.

Because your marketing content can never sound too much like you.

Marketing Doesn’t Need a Resolution. Marketing Needs a Plan.

Wed, 03 Jan 2018 22:11:00 GMT

I had a prospect ask me if I would be willing and able to post on social media for his company. They wanted three posts per week on Facebook.

This isn’t something I typically do, but I asked a few questions, hoping I could refer him to someone who could help him develop and execute a social media strategy. And maybe I could help him develop original content.

I started with a question that sounds simple but is difficult to answer.

Why?

Why do you want to post on Facebook? Why do you want to post three times per week?

That leads to deeper questions that most small to midsize business owners or marketing directors are unable to answer.

Who is your target audience? Do they go to Facebook expecting to find the kind of information you plan to share? What kind of information are they looking for?

What do you hope to achieve by posting on Facebook three times per week? What does success look like? Is that vision of success realistic? How will you measure success?

Weight Loss Gimmicks for Marketers

It’s not uncommon for someone to come to me and say, “I want to start blogging once a week. How much do you charge?”

That’s not a bad thing, but back up a second, sparky.

Do you want to blog once a week because it’s part of your strategic marketing plan, or did you read an article that says you should blog once a week?

This approach wreaks of some kind of weight loss gimmick that people latch onto at this time of year. They start the year all gung ho with a shake for breakfast, a shake for lunch, and a sensible dinner. Or they follow silly point systems or eat nothing but freeze-dried meals that they paid way too much for.

After a few weeks of depriving themselves and possibly losing too much weight too quickly, they realize they can’t sustain this particular weight loss gimmick.

Kind of like being unable to sustain a blogging frequency of once a week. Because marketing, especially the blog, is the first thing to go to the backburner when things get busy. Not only is all momentum lost, but you can’t meet the expectation you created during your gung-ho phase.

Sure enough, the weight comes back. And then some. And you’re no better off than you were on December 31. In fact, you might be in worse shape. What started as a weight problem could turn into depression and chronic illness.

Healthy Weight Loss for Marketers

I’m no doctor, I don’t play one on TV, and I didn’t stay at a Holiday Inn last night. But I’ve written a lot of content for doctors who have taught me quite a bit.

If there’s one thing I’ve learned, it’s that any healthcare provider worth their salt will tell you healthy, permanent weight loss doesn’t happen overnight. It doesn’t come from “as seen on TV” gimmicks. It doesn’t come from New Year’s resolutions.

It comes from lifestyle change. It comes from understanding how the body functions, how the body processes food and stress, how certain foods make you chronically ill and overweight, etc. If you create a plan that combines good nutrition, the right exercise program, and stress reduction, your body can function at an optimal level.

And, not coincidentally, you’ll lose weight. As long as you continue to make smart choices, the weight won’t come back.

That’s the difference between a resolution and a plan. The same principle applies to marketing.

Just like a crash diet can help you lose weight temporarily, a marketing blitz can get your business in front of more people for a brief period of time.

But outside of a short-term spike in website traffic and “likes”, what have you really achieved? Is your business better off? Or is it forever chronically ill?

If you use the new calendar year as motivation to improve your marketing, more power to you. I’m on board with commitment, regardless of what kicks it into high gear.

But if you want your marketing to work, and you want long-term, sustained success, a resolution won’t cut it. You need a strategic plan.

You need to set realistic goals. Understand your target audience. Do some research. Work on your message. Know what to measure and how to measure it.

Hate to be a wet blanket, but marketing is hard. That’s a big reason why most businesses fail. It’s not because of poor products and services. It’s because of poor planning, especially with marketing.

But if you’re willing to put the effort and investment into your marketing, you’ll have a big leg up on most of your competitors before you even get started.

And instead of constantly looking for the next gimmick to jumpstart your business, you’ll have the solid foundation of a strategic marketing plan that positions you for long-term growth.

The Marketing Brilliance of Duluth Trading Company and My Personal Top 5 List of Duluth Ads

Thu, 07 Dec 2017 02:12:00 GMT

First, let me say I have no connection whatsoever with Duluth Trading Company unless you count the jacket I just got as an early Christmas present. And I’m not receiving anything in exchange for what I’m about to say. Of course, if they wanted to send me a little something, it would be insulting for me to refuse.

But anyway…

When I started looking for a new jacket, I browsed the websites of the usual big box stores and sporting goods stores. Same old stuff. I’m not extravagant or snobbish by any means, but I did want something different.

Then Duluth Trading Company popped into my head. I can honestly say that Duluth Trading Company ads are the most consistently outstanding ads I’ve seen during the past few years. I loved the ads so much that I wanted to reward them with my business.

I went with the Fire Hose Chore Coat in the Texas Tea color. Comfortable, durable, warm, lots of pockets, and it doesn’t look so casual that I can’t wear it to a business meeting. It’s pretty much the best jacket I’ve ever owned.

I remember the first time I saw a TV ad for Duluth Trading Buck Naked Underwear with a big, burly guy pole dancing. It made me laugh out loud. The marketing nerd in me thought it was brilliant, and I had the same reaction to just about every other Duluth ad I’ve seen.

Here are a few reasons why.

It’s simple and relatable.

This is the thing about other products that sucks. This is the thing about a Duluth Trading product that’s awesome. Buy the Duluth product. Done and done.

That’s the basic formula for most Duluth ads. Marketing 101, executed perfectly.

If you deal with the discomfort or frustration illustrated in the ad, you almost feel stupid for not buying a product that makes that issue go away.

Although the thing that sucks about other products and the thing that’s awesome about Duluth Trading are exaggerated in the ads, the scenarios are relatable and believable. They don’t sell on price, and they don’t ramble about technical features that nobody outside the marketing or product development teams would understand.

Duluth Trading also takes a “how to” approach in some ads, like the Longtail T-Shirt ads that explain how to fix plumber’s butt and how to un-plumber a butt.

Stories are all over the place.

Beyond the ads that everyone sees on TV, stories of Duluth Trading’s history and products – interesting, authentic stories – are everywhere on the Duluth website. On the page about Duluth’s history, listen to how they explain the product that put them on the map.

A little bit of innovation – just three extra inches of shirt body length – solved the age old, notorious and much feared problem known as Plumber’s Butt. Now thousands of guys who have to bend over when they work can stay in the good graces of their clients and fellow tradesmen.

Look at how this description of the Whaleback waterproof jacket starts:

The Whaleback Waterproof Jacket is the protection you’ll need when it’s colder than Hell. Hell, Michigan, that is. Last winter it froze over, setting a wind chill record of -27°F. There’s no better way to stay warm than our improved Whaleback Waterproof Jacket. Named for the Whaleback steamers that once shouldered aside wind, sleet and snow on the Great Lakes, this jacket is tough enough for any job without sacrificing the mobility you need.

Then it gets into the nylon shell with leaktight sealed seams, the Thinsulate insulation, wicking panels, and other features, all of which make more sense and are more relevant after reading the story.

Speaking of those product features…

Product features are meant for product descriptions, not ads.

If you watch five Duluth Trading ads, you might hear one product feature mentioned. Even the product descriptions are more about the story than the features, which are presented neatly in a bullet-point list in the sidebar.

But even those bullets aren’t completely dry and boring. Look at the first two bullets for the women’s No-Yank Tank:

Humor is used to sell the product, not to try to be funny.

During the Super Bowl, we see advertisers trying desperately to be funny so people will talk about them. Rarely does the humor have anything to do with the product being sold.

Duluth Trading gets it right by seamlessly weaving humor into its ads and website content in a way that enhances the message. It’s never forced. It never gets in the way. The humor is intertwined with the target audience’s pain points and desired outcome.

Taking it a step further, the use of animation offers unlimited creative freedom. This creates the ability to exaggerate to make a point, whether it involves getting attacked by a giant angry beaver or having a block of ice form around your underwear.

Interestingly, the ads for women’s products don’t use animation. Maybe it’s because they don’t require exaggeration to sell the benefits. They just show women wearing the products and working hard. They’re not as entertaining as the men’s ads, but the goal is to move merchandise, not entertain.

My Personal Top 5 Duluth Trading Company Ads

This is the most enjoyable research I’ve ever done for a blog post. It was tough to narrow it down, but I tried to focus on the ads that weren’t just funny, but effective at selling. Here’s my list.

5) Break Wind in the Shoreman’s Fleece

This is one of several ads that includes a play on words – “breaking wind in average fleece” – to suck you in. One ad for the Free Swingin’ Flannel starts with “swingin’ the rod in average flannel.” You get the idea. But like every other ad, it’s more than funny. It makes you feel what it’s like to be in cold weather with a jacket that’s not warm enough.

4) Wild Boar Mocs

This ad takes a different approach from the “here’s what sucks, here’s what’s awesome” formula. This one focuses on two key selling points – comfort and grip – and uses metaphors that exaggerate those points. A product feature is mentioned here, but as you see, it’s the metaphor that illustrates the real value of that feature.

3) Fire Hose Work Pants vs. A Giant Angry Beaver’s Brood

There were similar ads that involved a Hail Mary hog, a 644-pound wild boar, and a giant, angry beaver (minus the brood). I give this one the nod over the others but I’m not exactly sure why. When you’re in a rough environment, these pants can stand up to anything. But doesn’t the story in the ad make that statement in a much more compelling way?

2) Buck Naked Underwear

Anyone who has experienced the restrictions of tighty whiteys can relate to this, especially those who are in constant motion. The end result conveys the freedom of the Duluth product in the most powerful way possible, and in a way that’s consistent with the product name. Then it reminds you of the key selling points at the end.

1) Crouch Without the Ouch Ballroom Jeans

Again, anyone who has squatted with pants that were little snug between the legs knows this feeling. The metaphors are brilliant, with the crushed can feeling of average jeans and the gentle, hammock-like support of Duluth Trading Jeans. And Ballroom Jeans just might be the best and most descriptive product name ever.

To watch all their ads and videos, for entertainment or a lesson in effective advertising, check out the Duluth Trading Company YouTube page . Beware, you may feel the urge to buy something.

Stop Marketing to Businesses and Consumers, and Start Talking to Real People

Thu, 16 Nov 2017 16:32:00 GMT

I’ve never been a fan of generic labels for human beings, whether the label is based on race, religion, marital status, income, occupation, sexual preference, political party affiliation, or anything else.

I like acronyms even less. I write a ton of content for the IT sector, where acronyms (like IT) run amok. WAN, SDN, MPLS, VPN, IoT, (fill in the blank)aaS, yada yada yada. There’s even an RIP that has nothing to do with dead people.

In the world of commerce, you have business-to-business (B2B) and business-to-consumer (B2C) – two painfully generic acronyms that describe types of transactions and marketing. You know the basic differences between the two.

Generally speaking, the audiences for B2B and B2C might have different priorities. They might be looking for different types of information. They might consume content in different ways. They might have to go through a different process before making a purchase.

Fact is, they’re all human beings. Instead of lumping people into two generic buckets and marketing to them based on the bucket or some other label or job title, talk to them like humans.

Even if you’re dealing with large corporations, doing business involves interactions between real people. Final decisions are typically made by one individual. A real person.

However, business owners and marketers tend to make general assumptions about how to market to businesses or consumers based on outdated stereotypes about the buying journey and what drives their purchase decisions.

For example, LinkedIn is for B2B and Facebook is for B2C. B2B is data-driven and B2C is emotion-driven. Case studies are for B2B and videos are for B2C.

I can’t imagine a B2B buyer on LinkedIn enjoys video any less than a B2C buyer on Facebook just because the B2B buyer is watching from a big office and wearing a business suit.

Why? They’re both real people. The key is to make that video relevant and compelling to the right person .

Everyone in your target audience is human and a consumer of some sort. Some people consume business products and services. Some people consume products and services for themselves, their families and their homes.

Regardless of who or what you represent – your family or your business – don’t you make your purchase decisions based on the same general criteria?

Trust. Value. Confidence. Authenticity. Price.

If that’s the case, all marketing should be person-to-person, or human-to-human. And all marketing content should be developed with real people in mind, not broad, superficial titles and labels.

Some people say digital marketing has blurred the line between B2B and B2C. I say people were as human 30, 40 or 50 years ago as they are today. Digital just makes it a little easier to dig a little deeper into your ideal client’s behavior and preferences.

What Person-to-Person Marketing Looks Like. And Feels Like.

Instead of just providing a client with graphs and charts, tell the story behind the data so people understand the value and relevance of that information. Instead of just saying you have the best service and a friendly, knowledgeable staff, tell a story that proves it.

In both examples, speak the language of the people you want to do business with, not the language you assume a B2B or B2C audience wants to hear or is used to hearing. Use analogies, metaphors and realistic scenarios to frame your value proposition in a way real people can relate to and understand.

Not only does this make your message stronger, but it also makes your brand more human.

Remind people of their pain points. Empathize with them. Explain how you can help. Focus on the customer experience, but make sure you do justice to the work done on your end to make that experience possible.

Preview the outcome. Sell measurable results, but also make sure your audience knows how those results will make them feel.

This is Marketing 101 that applies to all human beings, not just B2B or B2C.

Anyone who says emotion doesn’t factor into B2B purchase decisions isn’t paying attention. And anyone who says data and research don’t factor into B2C purchase decisions isn’t paying attention. The key is to strike the right balance and speak to people as humans, not titles and labels.

All marketing is person-to-person, whether that person is a senior executive at an IT company or a busy mom checking Facebook during dance class.

When you understand and market to your ideal client – the person, not the title or label – you win more than the sale. You win the heart and mind. You win trust and loyalty. You build relationships.

And those relationships will build and sustain your business.

What LinkedIn Users Want from Content, the Engagement Obsession, and What Really Matters

Wed, 01 Nov 2017 22:41:00 GMT

LinkedIn recently published an infographic based on research conducted in 2016 to determine how professional audiences engage with content on the professional networking platform. A few things surprised me.

First, I always assumed that influencer content – articles written by the Bransons, Kawasakis and Huffingtons of the world – drove the most engagement. When respondents were asked what content sources they would be most likely to engage with, 51 percent said influencers. That’s a big number.

But…

52 percent said a company or brand. 54 percent said colleagues. And 57 percent said peers.

You don’t have to be Bill Gates to build an audience for your content on LinkedIn.

Personally, I’m more likely to comment on a post written by a peer or colleague with 10 comments than an article written by an influencer with 2,000 comments. I like to think I can bring something worthwhile to the conversation, but I’m not reading through 2,000 comments to find out if someone else already made the same point.

Also, I’m more likely to get a response from the author if that person is a peer or colleague. I can relate to a peer or colleague. They’re in the same boat as me. They have similar challenges. I’m more likely to be able to learn something that I can apply to my business.

Mr. Gates and Mr. Branson are crazy successful and have inspiring stories and advice to share. But when it comes to information that’s relevant to me, I’ll take content from a peer or colleague.

LinkedIn users engage with content because…

Most people aren’t on LinkedIn to be entertained. Some people use LinkedIn to sell. More often than not, they fail.

People who use LinkedIn effectively want to build their professional networks. They want to become better at what they do. They want to advance in their careers. They want to make money.

Again, you don’t have to be a household name to get your content noticed on LinkedIn. But you won’t accomplish anything if you don’t share content at all.

And if you want to do more than “get your name out there” , you have to publish something of value, and do it consistently. You have to share content that’s helpful. Content that matters to real people.

This is how you build credibility and position yourself or your company as an expert in your field. This is how you earn someone’s trust and confidence so they’ll either hire you or refer you when the need arises.

About that engagement obsession…

LinkedIn defines engagement as the number of interactions (likes, comments, shares) plus the number of clicks and followers acquired, divided by the number of impressions.

Engagement metrics have value. Engagement shows people are responding in some way to your content. But there are a couple things you should keep in mind about engagement.

The vast majority of content consumers on virtually any platform are passive. They read or skim, but they don’t necessarily like, comment or share. These metrics, for the most part, are somewhat superficial and vastly overrated.

Clicks, likes, comments, shares and impressions are largely about instant gratification. But how are they helping you achieve your business and marketing goals?

Don’t get me wrong. I love LinkedIn. I get a lot of business by sharing my own original content on LinkedIn. This part of my post is about engagement, not LinkedIn or any platform.

Engagement metrics only begin to have meaning when you’re able to tie them to leads, conversions and dollars. These are the metrics that matter. They also take time to develop.

For example, I’ve had three clients contact me about my services and eventually hire me after subscribing to my blog more than a year earlier . I earned that business by consistently sharing content that was valuable and relevant to these people, not by accumulating likes and comments.

Could you imagine if I evaluated the effectiveness of my blog based on the “engagement” of individual posts? I hate clichés, but it’s a marathon, not a sprint.

Don’t get hung up on likes, comments and shares. Use them to expand your reach and identify influencers and referral partners, but don’t mistake them for the Grand Poobah of success measurement. Those are sprint metrics.

Invest in a mix of evergreen and timely content that positions you for success over the long haul. That’s how you get beyond engagement and generate leads, conversions and dollars. These are marathon metrics.

It can be a grueling race, but it’s one worth running.

Why Aren’t You Sharing Your Success Stories?

Wed, 11 Oct 2017 17:31:00 GMT

Unless your business or organization has been a complete and utter failure, you have positive stories to tell. And you have clients who would be thrilled to help you tell them.

Stories about how you solved problems. Stories about how you made someone’s life better. Stories about how you helped a business achieve a goal or turn the corner.

Then why aren’t you sharing those stories?

Traditionally, success stories are told in client testimonials and case studies. Both can help you prove the value of your product or service and validate your marketing claims.

Remember, when you say something about your business or organization, it’s a claim. When a client says it, it’s a fact. That’s why you ask clients for testimonials. That’s why you ask clients to contribute to your case studies.

Testimonials and case studies can be powerful marketing tools if executed correctly. But you would be hard-pressed to find testimonials and case studies that capture every element of a compelling story.

Here are the problems I see with conventional testimonials and case studies, and how you can benefit by telling and sharing real success stories .

The Problem with Testimonials

I’ve never read or watched a client testimonial that told the whole story. Ever.

Telling a compelling story requires more depth and effort than an email to a happy client that says, “Would you mind sending me a testimonial that says what you liked about working with me?”

A testimonial only includes the client’s perspective. The client might not know what went on behind the scenes. They usually don’t see the whole process. If they do, that’s not what they talk about in the testimonial.

Testimonials also tend to be fairly generic and loaded with marketing clichés.

Their people were so friendly and helpful. Their customer service was outstanding. They had the lowest prices.

Blech.

This isn’t the client’s fault. You asked them to say what they liked about working with you, and that’s what they liked. They’re not marketing people or content writers, and their testimonials are factually accurate. So instead of repeating generic claims, tell a story that proves those claims with specifics.

In this era of skepticism, testimonials aren’t automatically believed. That’s why prospects vet testimonials by seeking out reviews, which tend to be more direct and, more importantly, don’t leave out negative comments.

The Problem with Case Studies

I’m actually a big believer in case studies. They’re effective sales and marketing tools, especially for larger companies that rely heavily on data to close a deal.

Case studies don’t have a substance problem. But they often have a perception problem.

Thanks to decades of conditioning, many people view case studies, like advertising, as self-serving and self-promotional. Case studies are just more long-winded.

Let’s cram as much data and as many charts as possible into this document, use fancy buzzwords like “synergy” and “ideation”, talk about how we think outside the box, and people will hire us for sure!

Blech.

Unfortunately, today’s good case studies, like good advertising, suffer as a result of decades of awful case studies.

The other problem I see with case studies is that they go crazy with data, graphs and bullet points, while the story behind the numbers is either buried or non-existent. The structure of a case study isn’t exactly conducive to storytelling.

Regardless of how big and data-driven your business or organization is, sales are closed between real people on both sides of the table. The story matters.

Even if you do case studies the right way, sharing that information in a less structured story can make people more interested in your data and give it more credibility.

Why Storytelling Works

Telling and sharing a success story serves the same purpose as a traditional testimonial or case study. They all show people that others like them have done business with you and are very happy with the results you delivered. The goal is to win new clients by communicating and validating the positive experiences of existing clients.

Storytelling can also follow the same basic structure as a case study – problem, solution and process, outcome. But these elements are all woven into a cohesive story.

A good story has characters. It has conflict, or at least ups and downs. It builds anticipation. It tells you how and why, not just who and what. Most importantly, it has a point that the whole story is built around.

Storytelling focuses on the experience. It allows you to get deeper into the heart and mind of the client, who is the main character. Instead of focusing solely on what you did, a good story talks about what they were feeling.

Storytelling gets beyond what you do. It provides a window into who you are as a company, your character, and your values. Not by saying “these are our values”, but by showing how those values shine through during actual interactions with a client.

All these things make your success story believable and authentic. This is how you draw your audience in and build an emotional connection. People can more easily relate to experiences, thoughts and emotions than data points and marketing clichés.

As you know, persuading someone to take action requires you to make an emotional case and a logical case. A well-told story can do both.

Once you have a success story, turn it into a blog post and newsletter article. Share it on social media and professional networking platforms. Email it to clients and prospects. Give it a page on your website. Use it in your sales presentations.

A true success story could very well be the most compelling and versatile marketing content you have.

How Do You Come Up with a Good Story to Tell?

First, find a client who’s also an advocate. Start with your best referral partners. Ask clients who you think would be willing to get below the surface of their experience with you. Most would appreciate the exposure that a success story would provide.

A good story includes input from you and the client, so people from both sides should be interviewed. While the story will focus on the client’s experience, it should also highlight the work your company did to make that experience possible. This crucial part of the story is often left out of testimonials.

Just like good lawyers know the answers to questions before they ask them, a good interviewer knows what questions will extract the most important information.

By asking the right questions, wording the questions carefully, and asking follow-up questions, you get the answers that provide you with the makings of a great story. Not just facts, but thoughts and emotions.

Effective interviews also help you validate your marketing claims and differentiate your business or organization from competitors.

Testimonials can have value. Case studies can have value. Neither should be dismissed or ignored.

But if you want to make a real connection with your audience, earn their trust, get them to believe in you, and provide them with content that’s uniquely yours, tell them your success stories. With emphasis on stories .

And think of your next client experience as a story in the making.

3 Basic Questions Your Small Business Website’s Home Page Should Address

Wed, 20 Sep 2017 23:03:00 GMT

Included in the dozens of marketing-related emails I received today were articles about the Internet of Things, artificial intelligence-powered chatbots, Snapchat Spectacles, predictive analytics, and real-time interactive ads for smart TVs.

Then why, you might ask, am I writing about something as basic as what to say on the Home page of your website?

Fair question. Simple answer.

You have to master basic blocking schemes before you can run a double reverse. You have to field a ground ball cleanly and make the throw to first before you can turn a lightning-quick double play.

Feel free to insert your favorite sports metaphor here.

Basic marketing fundamentals, my friends. You can talk about all the modern tools and capabilities you want, but unless you understand and apply basic marketing fundamentals, none of that other stuff matters.

And when it comes to the Home page content on the average small business website, most companies fail to provide the basic information that people want and expect.

Why the Right Home Page Message Is Critical

The Home page of your website is usually the first page a person sees. For first-time visitors, the Home page visit is often their first interaction with your company. Ideally, it’s the beginning of a long-term relationship.

It could also be the end of the relationship if your Home page doesn’t do its job, which is to move the visitor one step closer to a conversion.

A conversion doesn’t just have to be a sale. The desired action could be downloading a document, filling out a form, calling or emailing your company, or completing a survey.

The Home page doesn’t have to provide every detail about your business, but three simple questions should be addressed on a high level if you expect to move the visitor one step closer to a conversion.

Question 1: What Are Your Customers’ Most Common Pain Points or Challenges?

Website visitors know the answers to this question. It’s your job to remind them of those pain points and challenges, and maybe even agitate them a bit.

You don’t have to list all of them. Focus on the top three. If there’s one prevailing problem universally shared by your target audience, focus on that.

Too many businesses launch right into self-promotion mode on the Home page of their website. Problem is, nobody cares about your business until you’ve explained how you can solve a problem, fill a need, or make someone’s life better.

Reminding them of the things that frustrate them, aggravate them, or keep them up at night is the first step to making someone care about your business.

Question 2: What Is the Desired Outcome?

This is the second step. People give you money for a product or service. What they’re ultimately investing in is the end result of doing business with you.

Again, website visitors basically know what they want from your company. It’s your job to preview the outcome. That said, you have an opportunity to introduce them to benefits they hadn’t considered.

For example, someone might be interested in life insurance for the death benefit, but they might not realize whole life insurance is also a long-term, tax-friendly investment.

I just met with a travel agent to discuss next year’s Disney vacation (don’t tell my kids). I can probably rattle off at least 10 things I hadn’t considered that make the investment in a travel agent well worth it.

Preview how someone will feel and how their life will be better when the problem is solved, the need is filled, and the pain goes away.

Question 3: What Are Your Solutions and Process for Alleviating Pain and Achieving the Desired Outcome?

Obviously, you don’t want to just depress the hell out of website visitors by reminding them of what makes them miserable. You also don’t want to just tease them about how great it would be if that misery disappeared.

You have to explain who you are, what you do, and the value of what you do. You have to explain how you help people overcome the challenges of Question 1 and realize the results in Question 2.

This positions you as a solution to a problem rather than a seller of a product or service. It helps you earn trust and build credibility. It differentiates you from your competition.

What are your solutions and processes? How are they unique? Why do they work?

On the Home page of your website, you want to keep it at a high level, but avoid stale marketing clichés and claims that can’t be validated (highest quality, best service, knowledgeable staff, yada yada yada). You can provide more specific information on the inner pages of your website.

One Important Side Benefit of Approaching Your Home Page This Way

I go through these questions with all my clients. Many realize their value proposition isn’t necessarily what they thought it was. Maybe they’ve been emphasizing the wrong things. More often than not, their marketing has been too much self-promoting and not enough talking about what really matters to their target audience.

If you’re not sure how to answer these questions, ask your clients. What pain were they experiencing? What did they expect to gain from their investment in your company? What made them choose you in the first place? Clients are a valuable and underutilized source of information about your company.

One Final Note

When writing your Home page content, you don’t have to address these questions one by one in this order. In fact, you probably shouldn’t. You have to weave the information together in a way that makes logical sense while connecting with the visitor on an emotional level.

And don’t forget your call-to-action. You might need multiple calls-to-action, strategically placed at various points on the Home page, to guide visitors to the next step on their journey.

Remember, good marketing solves problems. Remind people of common pain points, explain how you make that pain go away, and preview the desired outcome. Nail the fundamentals before you start playing with the bells and whistles.

I Call BS on the Conclusions from This Advertising Study and Others Like It

Wed, 30 Aug 2017 20:47:00 GMT

The headline of an article I recently read is “Social Advertising Isn’t Really Driving Conversions.” According to a study cited in the article, 16% of respondents age 13 and older said they made a purchase based on a Facebook ad. For Instagram, it was 4 percent. For Snapchat, it was just 1 percent.

The overall takeaway of the study is that a very small percentage of Internet users are influenced by ads they see on social media. As the headline says, social advertising isn’t driving conversions.

I call BS.

I’m not saying social media advertising is effective or ineffective. That’s not the point. I’m saying the data doesn’t prove the conclusion.

What People Say vs. What People Do

I’ve read about surveys in which the majority of respondents would be willing to pay more for healthier products with higher-quality ingredients. They would be more likely to support a business that is environmentally friendly.

When people shop for food, are they paying closer attention to the price tag or the list of ingredients? Do they know how to interpret a food label? When someone buys a product or hires a company to perform a service, have they researched the company’s business practices and operations to evaluate their environmental friendliness?

I’m not saying the people who respond to these surveys are a bunch of liars. I will say that people often respond with what they think is the right answer, even if it’s not what they actually do or believe.

In the case of advertising, most people don’t want to admit they can be influenced by ads. That would be almost admitting they like ads. Some might be afraid they would see more ads.

There are ways to track and measure the effectiveness of advertising. Simply asking people if they ever made a purchase based on a social media ad is not one of them.

What About Ad Quality and Relevance?

The article about social media advertising doesn’t reveal any data about why someone never made a purchase based on a social media ad.

If the quality sucked or the ad wasn’t relevant, that would obviously lead to lower direct conversions.

That’s not a problem with social media or any other advertising platform, whether it’s TV, radio, print or online. That’s a creative problem, a targeting problem or a strategic problem.

I recently bought a canopy for my deck that was advertised on Facebook. But I didn’t buy it from the Facebook advertiser. I Googled the product and found it for much cheaper from another seller that was equally reputable.

That’s a pricing issue, not a platform issue.

I clicked on an ad for a video surveillance camera. Instead of taking me to the product page, it took me to the advertiser’s home page. I had no interest in the advertiser and didn’t feel like digging to find the product advertised, so I left.

That’s a lack of planning issue, not a platform issue.

Advertising Never Gets Full Credit for the Value It Delivers

When I worked in radio, skeptical advertisers always said they never picked up the phone after hearing a radio commercial. “Neither have I,” I always said, which is one of many reasons why putting your phone number in a radio commercial is a complete waste of time.

The bigger point is, most advertising isn’t about instant gratification. It’s about repetition. It’s about building name recognition. It’s about remembering a brand, product or service when the need arises.

In many cases, that need isn’t immediate. I’ve seen an ad for this rubber landscape edging made out of recycled tires advertised by Home Depot on Facebook. I’d love to get it for my yard, but it’s a little pricey. It’ll have to wait. Fingers crossed for next spring.

That doesn’t mean the ad doesn’t have value. Even if I don’t end up buying it, I’ve told others about it. If someone else buys it, the Facebook ad won’t get credit for the purchase. Word-of-mouth will get the credit.

The same thing always happened in radio. If someone didn’t come right out and say they contacted the advertiser or made a purchase because they heard a commercial on the radio, the radio station wouldn’t get the credit. And people would say radio advertising doesn’t work.

Most online activity can be tracked from discovery to purchase. But it’s very common for one platform to get credit for a conversion when other forms of advertising kept the product top-of-mind and did the heavy lifting during the buyer’s journey. If you’re advertising on multiple channels, you can’t evaluate each one in a vacuum.

The Mobile Factor

The new State of Online Retail Performance report from Akamai shows just how much of an impact mobile can have on purchasing behavior.

For example, nearly half of respondents browse on their smartphones, but just one in five actually make a purchase on mobile. This makes sense. People often use mobile to browse, research and read reviews while on the go.

Suppose someone sees a Snapchat ad on their mobile device and researches the product on the train after work. When he gets home, he Googles the product on their laptop. The next day, his wife makes a purchase from her work computer.

This goes back to my point about ads not always getting proper credit. But it also shows how mobile can affect how people buy and how difficult that journey can be to track.

The report also reinforced just how important page load times are. A two-second delay in load time increased bounce rates by up to 103 percent. A delay of 100 milliseconds reduced conversion rates by up to 7 percent.

Fanatics, one of my favorite online retailers, almost doubled mobile conversions by shaving two seconds off its median page load time.

The lesson here is that people may not buy as frequently on mobile, but they have high expectations about the user experience. If someone clicks an Instagram ad and your page takes more than two seconds to load, there’s a good chance you’ll lose the sale.

That’s not Instagram’s fault.

The Bottom Line

Honestly, I don’t do much advertising. I do blog on a regular basis. The same principle applies.

Do all my clients hire or refer me after reading one blog post? Of course not. Some have, but most don’t.

I’ve had clients subscribe to my blog and hire me more than a year later. People also find me on Google, but I rank highly on Google because of my blog. That’s why I ask what specifically came up on Google. My home page? A blog post? If it was a blog, which one?

The bottom line is, if you’re going to evaluate any form of advertising or marketing, you have to dig much deeper than, “Did you ever purchase a product based on an ad on XYZ?”

You also need to formulate a strategy that allows you to track the buyer’s journey as closely as possible. You need to account for ad quality, relevance and messaging. You need to make sure you have a landing page capable of converting when someone clicks an ad.

I don’t know if social media advertising works. I haven’t studied it enough to formulate an educated opinion.

But I call BS on conclusions drawn from “research” that relies on high-level questioning rather than actual data, especially if businesses then use those conclusions to make bad marketing decisions.

How Content Marketing Can Help You Overcome the Trust Deficit

Wed, 16 Aug 2017 20:57:00 GMT

I was involved in a somewhat heated Facebook debate (eyerolls, I know) and was asked to prove a certain person in authority said a certain thing. I posted a link to a Reuters article with a direct quote.

Not good enough. Can’t trust the media. Fake news. Have to see the actual video.

That’s just one example of the serious deficit of trust in our country.

As for the media, don’t take my word for it. A 2016 Gallup poll found that just 32 percent of Americans have a great deal or fair amount of trust in the media. If they don’t trust the media, how do you think they feel about the ads?

Another example is food manufacturers, who fight any efforts to make labeling more transparent and less confusing. For example, did you know a whole grain product isn’t actually whole grain unless “whole” appears in the first ingredient on the label?

If “whole” is in the second ingredient, that product could be as little as 1 percent whole grain! Shouldn’t we be able to trust food manufacturers to tell us what’s in their products before we eat them?

Salespeople are widely distrusted. A 2015 Gallup poll about honesty and ethics found that, other than members of Congress, the least trusted professions are car salespeople, insurance salespeople, and advertising practitioners, who are basically salespeople.

The lack of trust also applies to brands and businesses. Lack of trust leads to missed sales and little or no loyalty. That makes it tough to survive, much less grow.

The overall trust deficit might seem demoralizing, but it’s also an opportunity. People want to be able to trust businesses. They just feel like they can’t. That’s because most businesses aren’t doing enough to earn their trust.

Instead, they sell. Aggressively. They self-promote. Shamelessly. They cold call and mass email. Endlessly.

And they wonder why they’re not closing as many sales as they would like.

Do More than Get Noticed

Too many businesses focus their efforts on getting the attention of customers and “building awareness.” So you got people to recognize your name. Maybe they even went to your website.

Then what?

Anybody can get found on Google by paying for the privilege. Anybody can use mass media to increase brand awareness. And I’m not saying you shouldn’t. There’s value in getting noticed.

But if you expect someone to recognize the value of your product or service, choose you over your competitors, and meet your price, you have to earn their trust when they open your email, go to your website or read your blog post.

The Role of Content Marketing in Earning Trust

I talk a lot about the benefits of content marketing – consistently sharing relevant, valuable content with your target audience to support a specific business goal.

Benefits include:

These are all important, and they all contribute to perhaps the biggest benefit of content marketing – building trust.

Of all the things you could be to a client or prospect, wouldn’t you want to be “most trusted”?

Content marketing works because there’s little if any hard selling involved. You’re consistently providing people with information that’re relevant, valuable and engaging.

You’re connecting. Helping. Building a relationship. Earning their trust.

Your website is where you hit the prospect’s common problems, explain your solutions and process for solving those problems, and show people what it’s like to experience the results of doing business with you. This is typically done on a high level.

Content marketing digs deeper. It gets under the hood. It allows you to deal with one specific topic, concern, pain point, objection or success story at a time.

As you continue to provide clients and prospects with deeper information on a regular basis, trust runs deeper.

When someone has a need for your product or service or knows someone who does, your content will have done much of the heavy lifting for you. The educating. The overcoming of obstacles. The answering of questions. All of which have earned their trust.

The conversation then focuses less on how much it costs and more on how soon we can get started.

Once someone pays you for a product or service, they’re more forgiving and less likely to jump ship if something goes wrong. They trust you to make it right.

Trust doesn’t just help you close the sale. It helps you manage the relationship in the long-term.

We live in a world where trust is scarce. One of the most important goals a business can have – and perhaps the most valuable benefit of content marketing – is establishing trust with clients and prospects.

Before you hit “publish”, “post”, “share” or “send”, ask yourself a simple question. Does this content contribute to a deeper trust with the people who will see it?

Marketing Observations from My Summer Vacation, Hershey Edition

Wed, 26 Jul 2017 20:56:00 GMT

This year, we drove a couple hours to lovely Hershey, PA. We stayed at the Hershey Lodge, where we spent time each day at their indoor water park, complete with two pools and three water slides. We went to the Hershey Park amusement park two times in three days, and then hit the Dutch Wonderland amusement park on the way home.

It was the most physically exhausting vacation ever. But the mental break was much needed and the kids had a blast.

Overall, I have to say that the Hershey Lodge was definitely worth the price, especially when you factor in the special offers for nearby attractions, free shuttle to Hershey Park, the water park, in-house restaurants and other perks. I can’t think of one instance when an employee was anything but friendly, which is something I’ve never experienced while on vacation.

Of course, the nerd in me is always looking at things from marketing and customer experience perspectives, even when waiting to go on rides or walking up a hill with a 4-year-old on my shoulders. Here are some of those observations.

The Hershey Brand Is Everywhere

When I say everywhere, I mean everywhere . I’m not just talking about the full-size Hershey Bars you get at check-in. I’m not just talking about the handful of Hershey Kisses the server hands you with your bill at a restaurant, or the Kisses the housekeeping staff leaves on the nightstand after they tidy up your room.

Street names in include Chocolate and Cocoa Avenues. The streetlights are shaped like Hershey Kisses. The shampoo and conditioner in the Hershey Lodge smell like chocolate. One of the restaurants serves ribs with chocolate barbecue sauce.

It’s powerful brand marketing without banging you over the head with billboards and ads.

I guess it makes sense because Milton Hersey, founder of the Hershey Chocolate Company, basically built the town from the ground up. More on that later. But you can’t go anywhere in Hershey, PA without being constantly reminded of the Hershey brand.

Where’s the Call-to-Action?

There are photo ops all over the place at Hershey Park and the Hershey Lodge, from candy bar characters to the Hershey Bears hockey mascot. While some include social media icons and a hashtag, like the one above, I don’t recall seeing any that included a call-to-action.

Why not encourage people to share their photos on Facebook or Instagram and offer an incentive to do so? Hell, I would have done it instantly if it meant I had a chance to win a free park ticket or a food credit.

Helping vs. Rambling

Dinner one night included fine cuisine, a rare treat when you have a 4-year-old and 7-year-old with you. The server, a 22-year-old who was extremely friendly, courteous and well-prepared, highlighted a few menu items that were his personal favorites. Great, and appreciated.

But he spent a solid 30 seconds on each dish he recommended, explaining how flavors work together as if he was the judge of a competition on the Food Network. When he returned with our drinks, he proceeded to do the same thing, discussing three more of his favorite menu items in painful detail. He even explained why we might not like certain dishes.

Helpful recommendations are great, but those long, drawn-out explanations were painful. We felt awkward. It was overkill. And my 4-year-old had to tinkle.

The Refreshing Absence of Overt Marketing

Before checking in to the hotel, we made a stop at the Indian Echo Caverns . Sure, they have a gift shop that they promote on their website, but that’s about it. Thank goodness.

We walked through the same caverns and paths that were first inhabited by Native Americans more than 300 years ago. There are carvings on the rocks from the 1800s. The history is impressive.

Overt marketing and advertising would have detracted from the authenticity of the experience. Instead, the operators of this property let the tour guides and the caverns themselves tell the story and sell the product. Smart move.

Map to Nowhere

Good old-fashioned paper maps and displays are readily available to help you navigate Hershey Park. Except they didn’t.

Honestly, it was the most confusing map I’ve ever seen. A guy saw my wife looking at the map and said, “Am I the only one who looks at the map and feels totally clueless?”

Apparently, there’s a mobile app that includes a GPS-enabled map. Call me old and crotchety, but I refuse to walk around an amusement park staring at a mobile phone as if I were playing Pokemon Go. There’s no sadder sight than an adult giving more attention to their phone than their kids.

I just wish the physical displays were more helpful.

The Full-Service Bar at the Indoor Water Park

This brilliance requires no explanation.

The Milton S. Hershey Story

Milton S. Hershey founded his first candy company at the age of 19. It failed. After working for a confectioner, he launched another candy business. He failed again. And again.

He then set up the successful Lancaster Caramel Company, which he eventually sold to focus on perfecting his chocolate formula. The Hershey Chocolate Company was born.

The first Hershey’s bar was produced in 1900. Milton Hersey himself named the Hershey Kiss, which was developed in 1907. He soon became one of the richest people in America.

Milton Hershey used his wealth to build a community around his business. He built housing, schools, churches, parks and a trolley system. After his wife died, he transferred his wealth to the Hershey School, which he created for underprivileged children.

Milton Hershey has a remarkable, inspiring story. A video chronicling his life plays in a constant loop on a dedicated channel in every Hershey Lodge room. The story is told at Hershey’s Chocolate World, where you can see how Hershey candy is made and create your own chocolate bar.

Your story is the one thing about your business that no competitor can duplicate. They can match services, products and pricing, but your story is your own and nobody else’s. Make sure people know who you are, what you do, why you do what you do, and what motivates you.

When all other things are equal, your story can be a powerful differentiator.

One is only happy in proportion as he makes others feel happy and only useful as he contributes his influences for the finer callings in life.
–Milton S. Hershey

What Does “Award-Winning” Really Say About a Marketing Company?

Wed, 28 Jun 2017 22:35:00 GMT

The annual Cannes Lions International Festival of Creativity wrapped up last week, awarding major ad agencies for their creative excellence. Among the dozens of awards, there are six in the Creative Effectiveness category that “celebrate the measurable impact of creativity.”

That’s right. Six.

Cannes Lions is like the Oscars for advertising, but there are also a ton of local and regional awards handed out each year for digital, print, radio, TV/video, design, content writing, etc. I entered to win a bunch of awards back in my radio days.

Hell, I even won a few.

Marketing and advertising consultants who win these awards will often try to use them to sell their services. On the Home page of their website, they’ll position themselves as an award-winning something or other.

Let the eyerolls commence.

What Was the Criteria?

Like I said before, the vast majority of Cannes Lions awards don’t require or even request any validation of effectiveness or results produced. Most organizations that give awards don’t either. Trophies are handed out based on creativity, originality, humor or “the idea.”

But none of those things pay salaries. They don’t pay the rent. They don’t put food on the table. At least not for the client.

If marketing can’t be directly tied to the achievement of a goal – ideally, some kind of increase in revenue – is it worthy of an award?

In most cases, the true effectiveness of the work being judged can’t be fully and accurately measured for many months. Maybe a year or more. But awards are typically based on recent work.

It’s not uncommon, for example, for a website to launch one week and be the centerpiece of an award entry the next week. How can you give someone an award for a website before you know if it achieves the marketing and business goals?

That website could be artistically spectacular, but if it doesn’t produce, the client could be in trouble. Someone at the marketing company could lose a job, or at least lose a client.

I wish companies that sell based on their awards would be more transparent about what the awards were for and how they were judged.

Do I Deserve a Trophy for Doing My Job?

On the surface, people pay me for content writing. What they really pay for is results.

It doesn’t have to be clever or creative or funny or tear-jerking, although that doesn’t hurt. It just has to work.

My job would be a lot easier if I didn’t have to produce results. I could spend a lot less time on each project, reduce my stress level, and charge a lot less.

But people hire me because they expect results. That’s my job. Even if the content I write helps to deliver exceptional results, which does happen every once in a blue moon, that’s still my job.

An award would be like getting a participation trophy.

If a marketing or advertising company goes on and on about an award they won, I sometimes wonder what’s going on with their other clients. I mean, did you do your job for them? Or is that award your most compelling selling point?

Personally, I’d rather talk to a company’s long-term client than see a trophy. That will tell me if someone is consistently doing their job and worth the investment.

Don’t Get All Offended, Fellow “Creatives”

I will never question the talent or hard work put forth by those who create award-winning advertising and marketing. As a former “creative” in the dog-eat-dog world of radio, I know creative professionals deserve to be recognized, especially when most are underappreciated for the other 364 days of the year.

I know a lot of people who produce great results and won awards. Very few of these people use those awards to sell their services.

Hey, I was all gung ho over awards when I was young and stupid. Now I have my priorities in order. Awards are great for internal recognition and squeezing a bonus out of your employer, but not so much as an external sales tool.

I won my last award 10 years ago. I’m almost positive I haven’t submitted an award entry since. You won’t find any of my awards listed on my website or LinkedIn profile. I just don’t put a lot of weight in awards, as a service provider or a client.

If you’re evaluating service providers, whether in marketing or another field, I would be careful about overvaluing an award that might have no relevance to what you’re trying to achieve.

Grill the service provider. Find out about their approach. Ask to see their work. Ask about the results they’ve produced. Ask to contact their clients.

The answers will tell a far more meaningful story than trophies on a mantle.

The Absolute Worst Advice I’ve Ever Seen in an Email Newsletter

Wed, 07 Jun 2017 19:11:00 GMT

I get newsletters periodically from companies that provide me a service or product – cable/internet, mortgage, utilities, mobile, email, e-commerce sites, etc. For some reason, I don’t unsubscribe to most of them.

Some are amusing for their ineptitude. For some, I’m holding out hope that I’ll someday be the recipient of a promotion that actually has value for my family and me. Maybe the marketing nerd in me is hoping to learn something from a newsletter that’s particularly effective and/or clever.

Then I received this email from Xfinity, a Comcast company. Their emails are typically lame attempts to sell me additional services. Whatever. I expect that.

But this email caught my attention because of the ridiculously terrible advice it offered:

Choose a WiFi name you can pronounce. Tired of trying to remember whether you’re HOME-48FC or HOME-1A3C? Change your network name and password to something easy to remember and share with guests.

Why This Is the Worst Advice Ever

Sweet fancy Moses, have the folks at Comcast not been paying attention to the news? Have they not heard about the security breaches that compromised the personally identifiable information, financial data or medical records of millions of people? Do the words “Russian hacking” not mean anything to them?

And why do many of these breaches occur? Because people use passwords that are easy to remember!

According to a Keeper Security survey of the most common passwords , these are the 10 most popular passwords:

Know how researchers obtained these passwords? They became public because of data breaches that occurred in 2016! Some of the biggest hacks in the world happen not because of sophisticated technology, but because people use passwords that are easy for hackers to guess.

Further down in the Xfinity email, there’s a how-to guide for updating Wi-Fi settings. Very practical and helpful. Scroll down a little more and there’s a tip for rebooting your gateway to keep it running efficiently, as well as a few options for rebooting. Again, very practical and helpful.

But why in the name of Anonymous would Xfinity suggest that someone should change their network name and password to something easy to remember?

They should be doing the opposite. Suggest creating complex passwords and changing them frequently. Perhaps review and recommend some password management apps. At the very least, recommend that they change the default password.

But no. Let’s tell people it’s okay to use passwords that are easy to remember. In fact, let’s endorse this practice and walk them through the process!

Adding to a Less than Stellar Reputation

Comcast is legendary for its customer service, and not in a good way. I’ve had my own train wreck experiences.

According to the American Customer Satisfaction Index for 2017 , the cable and broadband internet service industry as whole is the most disliked among 41 industries. Despite the incredibly low bar it had established for itself, Xfinity’s customer satisfaction score as a subscription TV service provider somehow dropped six points from the previous year.

Maybe it had something to do with the fact that Comcast was fined $2.3 million last year for charging customers for services they never authorized.

Terrible customer service? Check. Shady business practices? Check. I guess we can add providers of insanely awful advice to the list.

Hell, Xfinity even ran a TV commercial with the same message. Sure, let’s help as many people get hacked as possible!

The Marketing Takeaway

When someone signs up to receive content from you, they expect that content to provide some kind of value. Helpful information. A discount. An inspirational story. A good laugh.

It doesn’t necessarily have to be life-changing, but it should make people feel like time spent consuming your content won’t be wasted. That’s how you build anticipation for your content on a regular basis. That’s how you earn their trust. That’s how you earn their business and referrals.

Maybe the folks at Xfinity think easy-to-remember passwords will make people’s lives easier. And they might, during those times when you need to share network names and passwords with visitors to your home.

For me, that happens a handful of times each year, but maybe I’m just antisocial.

Looking at the bigger picture, Xfinity encouraged possibly millions of people to do something that will put their data and privacy at risk.

That ain’t helpful. That’s not how you build trust. And that sure as hell won’t help you improve a reputation that’s swirling in the bottom of the toilet.

For small businesses, mistakes aren’t likely to be as egregious as this one. Not every piece of content you share with your audience will be expected to set the world on fire.

But all content you share should benefit your audience in some small way, whether it involves educating them, entertaining them, or rewarding their loyalty with a special offer. Fail to meet that expectation and the audience’s perception of your brand may suffer.

In Xfinity’s case, they’re making it easier for very bad people to access the WiFi networks of their own customers. Yikes.

Read the full Xfinity email here .

Does Your Marketing Content Tell People What to Do or Why to Do It?

Thu, 25 May 2017 00:28:00 GMT

New research reported in The Wall Street Journal found that “assertive advertising” is a turnoff to the majority of consumers, especially when that assertiveness comes from brands they love. Most of the conclusions from the study, at least from my perspective after reading the WSJ article, were based on the call-to-action.

To be clear, assertive language doesn’t have to be aggressive and in your face. Everyone already knows that’s annoying. Assertive language simply creates the perception that you’re telling people what to do and what not to do.

For example, “buy now” doesn’t seem assertive, but people still associate it with being told what to do, which has a negative impact on ad effectiveness and brand perception.

According to one of the study’s authors, “We have this innate need to feel like we are making our own choices. That’s a huge problem for marketers who tend to tell consumers what to do.”

Now, I realize “assertiveness” may be an ambiguous and subjective term. I realize some readers might say that people today are overly sensitive and look for things to complain about or find off-putting.

But if there’s a chance people are taking their business elsewhere based on the way you talk to them in your marketing content, are you willing to just let them go? Or will you make simple changes to your messaging to reduce the risk of losing that business?

Let’s not be too quick to dismiss this data. There are real lessons that can be learned and applied to not just advertising, but any online or offline marketing content – website content, blogs, emails, brochures – and even phone and face-to-face conversations.

The Job of the Call-to-Action

It’s one thing to clearly explain what exact steps someone should take to have a problem solved or a need filled, or to find more information. It’s another thing to create the perception that you’re barking orders.

Don’t think you’re barking? Well, it doesn’t matter what you think. It only matters what your audience perceives.

The job of a call-to-action is not to give orders. The job is to remind people of why they’ll benefit from taking action, and provide instructions for the action they need to take so they can realize those benefits.

The job of your content is to explain the reasons for following those instructions. If the content doesn’t do its job, the call-to-action won’t matter.

Instead of telling me what to do, tell me why to do it. Preview the result that I’ll get to experience by using your product or service.

If the reason is compelling enough, you won’t have to tell me what to do. You just have to point me in the right direction.

Let’s take the overused, cliché-like call-to-action, “Like us on Facebook.” According to the study, it made people react negatively to ads.

Why should I like your Facebook page? How will I benefit? What’s in it for me? If you don’t make these reasons clear, “Like us on Facebook” is nothing but an empty, self-serving order.

Stop Telling People to Do Something “Now”

Is there ever a reason for people to act now, buy now, click now, or do anything now ? Right this minute? Or do you tell them to do something now because, in your perfect world, your ads and marketing content would deliver instant gratification?

Just give people instructions so they know what action to take when they’re ready. If you’re trying to create a sense of urgency for your a time-sensitive offer, just tell people exactly when it ends. For example, don’t tell me the offer ends soon. Tell me it ends tomorrow at 5 pm.

If there’s a legitimate reason why someone should take action immediately, or there’s a legitimate consequence for not acting immediately, that should be made clear in your content.

For example, if someone is showing warning signs of a disease and should get tested right away, explain that in your content.

Again, focus on providing people with reasons and instructions, not orders. If you want people to act immediately, make your message compelling enough to warrant immediate action. But you should accept the fact that, in most cases, people will act when they’re damn good and ready.

The Reality of Today’s Empowered Consumer

Because people have more options than ever and instant access to more information than ever, they can come up with more reasons than ever to choose not to buy from your company. Some of those reasons may be seemingly insignificant or even petty from your perspective.

Problem is, your perspective doesn’t matter.

Is there a chance someone might say “don’t tell me what to do”, or just scowl or roll their eyes, after reading, watching or listening to your content? If so, make the changes, both to your content and call-to-action, that remove an unnecessary obstacle to a sale.

In an odd coincidence, when I clicked the link for the WSJ article, an ad with a big ol’ “ACT NOW” button covered the content. I hope the marketing team reads the article.

The One Thing You Should Always Say and the One Thing You Should Never Say to an Unhappy Customer

Wed, 03 May 2017 21:19:00 GMT

My wife and I decided to have a stamped concrete patio built. Not an elaborate backyard oasis, but a place where we could relax with a cup of coffee or a glass of wine, and I could teach my daughters the fine art of grilling.

We went to a friend of a friend’s house where a stamped concrete patio was built a year ago. The neighbor was very happy with the contractor, and we loved the look.

I met the contractor to discuss the project. A bit of a talker, but he seemed like an honest guy who knew what he was talking about and took a lot of pride in his work.

It took them about three days to build the patio. Honestly, it looked phenomenal. Exactly what we wanted. The contractor’s crew also took extra care to avoid killing our grass with their equipment, and they spent at least an hour cleaning up our yard.

A couple days later, we left the kids with their grandparents and spent a few days in Cape May to celebrate my wife’s milestone birthday. When we got home, I was moving our outdoor furniture from the garage to our sparkling new patio when I saw it.

A crack. I know all concrete eventually cracks, but this wasn’t five years later or two years later. This crack appeared less than a week after the patio was built, and it had barely been touched.

A two-foot, effing crack.

It was a kick in the stomach. We were devastated. We had visited a winery two days earlier and talked about getting a couple wine barrels to use as tables. Now, our excitement was crushed. I didn’t think the contractor was a bad guy, but I obviously had to contact him to let him know what happened.

It was on a Sunday, so instead of calling the contractor, I sent him an email with the subject line, “Crack in Patio.” It pained me to type it. The email said:

Please see attached photo and let me know when you can address it. The crack is about two feet long, coming out from the corner of the steps. Thanks.

Here is the response I received – two days later – with punctuation added for clarity:

Looking at the picture, yes, they are surface cracks. Unfortunately, they happen at the corner of steps sooner or later. I don’t believe it’ll get any wider because it has a lot of wire and reinforcement. Unfortunately, there’s not much we can do with it. I will come back in the fall and reseal it for the winter. Just call me at the end of the season.

Um… what? No apology? You’re pretty much sh*t out of luck but feel free to call us in a few months?

When I saw the crack, I was upset about the patio. When I saw the email, I was pissed at the contractor.

Always Say You’re Sorry. Always.

I spoke to the contractor the next day. He eventually did apologize, after saying they did everything right.

But the lack of an apology in his initial response put me in such a negative frame of mind going into that call. I went from disappointed to angry.

Even if you feel you did everything right and nothing wrong, even if your customer is acting like a raging lunatic and complete jerk, even if you don’t think there’s anything to be complaining about in the first place.

There needs to be some kind of apology or at least a show of sympathy.

Some people never apologize because they feel an apology is an admission of guilt. My gut tells me that’s not the case, but I’m no lawyer, so I did some digging.

Apologies have been used as legal evidence of liability in the past. But I found legal papers from Cornell Law School and University of Missouri School of Law that say apologies don’t imply liability or prove an error was committed. In fact, an apology is more likely to help you resolve conflict and reduce the risk of litigation. I rest my case, your honor.

Just don’t say that you’re sorry someone is unhappy or mad. To me, that’s infuriating and borderline condescending.

When I eventually spoke to my patio contractor, he did apologize. He said he could see why I was upset.

That didn’t get my wheels turning and make me think I could sue him. Instead, it brought my temperature down a few degrees. But I was still pissed, and I wouldn’t have been if I had gotten an apology right away.

Never Say There’s Nothing You Can Do. Never.

The second thing that made me mad was that he didn’t offer any kind of remedy. The first thing he said was that cracks are inevitable and “there’s not much we can do with it.”

There’s always something that can be done. Period.

In my case, the contractor could have offered to come out and look at the crack, which he eventually did. He even offered steps that could be taken to address it, although none seem particularly promising.

But there’s something.

The things we can or should do for our customers can vary. Maybe they should get a partial or full refund, a discount on a future purchase, a replacement product or service, etc. At the very least, they deserve your time and effort to take a closer look at whatever they’re complaining about.

There’s no excuse for doing nothing.

What Does This Have to Do with Marketing?

Marketing today is as much about building relationships as it is about closing sales. We devote a lot of time, resources and dollars to earning the trust of people so they’ll hire us or refer us when the need arises.

Our initial responses to unhappy customers can determine whether we’ll be able to maintain their trust and earn future business and referrals from them.

Responding thoughtfully with sympathy, compassion and solutions, even if you feel you did nothing wrong, will go a long way towards salvaging the relationship and, yes, reduce the risk of legal entanglements.

If you respond callously, get defensive and defect blame, say goodbye to that customer and any potential referrals. Say goodbye to the marketing investment that was used to earn their trust. Say hello to negative online reviews and social media comments.

Dealing with unhappy customers on the fly is risky and potentially costly. Every business should have a formal process and training for dealing with customer complaints – on the phone, in person, by email and through social media.

At the very least, say you’re sorry, sympathize with the customer, and tell them what you’re prepared to do to make them happy.

What Brands Can Learn about Loyalty from Sports Fans

Wed, 05 Apr 2017 17:57:00 GMT

This is a great time of year to be a sports fan. Opening Day in baseball. National championship games in college basketball after a month of madness. Playoff hockey and basketball are about to get underway. The Masters in golf. Even the NFL Draft is only a few weeks away.

When you think about it, is there any more loyal supporter in the world than a sports fan?

Granted, some fans take it too far. But I’m not talking about rabid, irrational fans who would rather buy season tickets than feed their family. I’m not even talking about face painters.

I’m talking about loyal sports fans who follow their teams and buy the merchandise. Year after year.

In the most recent Brand Keys Sports Fan Loyalty Index , Major League Baseball (MLB) moved up to the top spot from second place, its first number one ranking in a decade. The National Basketball Association (NBA) moved from third to second, the National Football League (NFL) fell from first to third, and the National Hockey League (NHL) remained in fourth.

The Chicago Cubs’ World Series win is seen as a big reason for MLB’s success, while the relocation of several franchises factored into the NFL’s tumble. I mean, what destroys loyalty more than moving the team to another city?

One could easily dispute these rankings and the research methodology, but I think the four drivers of loyalty cited in the study are worth noting. The researcher’s description of the drivers are in italics.

1) History and Tradition

Are the game and the league part of fans’ and community rituals, institutions, and “tribal” beliefs?

This might make you think that a brand must have a long history to win someone’s loyalty. It does take time to build loyalty, but you don’t need a 50-year history, or even 10-year history, to be part of a person’s “tradition.”

The goal is to get people to make your product or service part of their normal routine, whether at home or in the workplace. Is your company somehow ingrained in someone’s lifestyle, even if only in a small way? Do they view your offering as their go-to product or service when the need arises?

2) Fan Bonding

Are players particularly respected and admired?

This takes us back to the whole “know, like and trust” conversation. It’s easy to get behind a team or brand when you respect and believe in the people who represent them.

This is why storytelling so important. Every player has a story tell. Every game is part of that story. How are you conveying the values of your brand and people in a way that’s interesting and appealing to your audience? What are you doing to build a stronger bond and earn people’s admiration and loyalty?

3) Pure Entertainment

Win-loss ratios for sure, but more importantly, how entertaining is their play? Is it a consistent experience year-to-year?

Team loyalty isn’t just about wins and losses. If that were the case, most fans would jump on a different bandwagon every year. If they’re not winning, is the experience, whether in person, on TV, on social media, etc. – still enjoyable? Is it worth the fan’s investment of time and money?

With a brand, the equivalent of entertainment is performance. Is your brand consistently meeting the expectations of your audience? If you come up short, what do you do to rectify the situation? Is it enough to maintain someone’s loyalty? Are you always looking to improve the customer experience?

The customer experience is everything. Complacency is a potential loyalty killer.

4) Authenticity

How well do they play as a team? Do they seem unified? Does it involve both skill and strategy?

I don’t completely agree with this part of the study because I don’t see the connection between authenticity and teamwork, skill and strategy. However, the importance of authenticity cannot be overstated.

In sports, the general manager and owner might say they’re trying to put a winning product on the field. The coach or manager might try to justify a decision or game plan in a certain way. A player might speak out about an issue unrelated to sports, or they might avoid talking about certain issues.

Whether you agree or disagree, do you believe them? Do you believe in them?

Nobody likes a phony or rewards a phony with their loyalty. Same goes for brands.

Are you making believable claims in your marketing? If someone questions how you do business, are your reasons real and believable? If you decide to take a stand or avoid an issue, are you doing it for the right reasons? How will your marketing claims, words and actions be perceived?

Making that Connection

One reason why sports fans are so loyal is because they identify with their favorite teams like they might identify with their nationality, profession, hometown, or even their favorite hobby. They feel a social connection. A sense of belonging that, in some cases, could be missing in other areas of their life.

When I see another person wearing a Phillies hat or jersey, I feel a small level of comfort with that person. I’m not one to strike up a conversation with random people, but I might with this person. The Phillies garb takes away some of that randomness.

It’s kind of like the hundreds of thousands of bikers that go to Sturgis. People from all walks of like are united by their passion for motorcycles. They identify with each other.

Now, I’m not delusional. I don’t expect every brand to develop the same kind of loyalty that sports teams enjoy with their fans. But every business, large and small, should take note of what makes sports fans loyal to their teams.

Bonding. Admiration. Authenticity. An exceptional customer experience.

Championships are great but, like I said, it’s not about the win-loss record. I’m a Phillies fan. The Phillies have lost more games than any other team in the history of sports.

Truth be told, my loyalty to the Phillies started as a young kid when they were winning big in the late 1970s, leading up to their World Series win in 1980. But I didn’t bail on them during the next 25 years or so when they mostly sucked.

There’s just something about the team that has made me stick with them. Some people laugh when the Phillies are mentioned and I say, “That’s my team.”

We should strive to build and maintain the same kind of loyalty from our customers.

I want people to think of me and say, “That’s my content writer.” Just like I refer to my pizza place, my laundry detergent, my accountant, my dry cleaner or my web developer.

By the way, the Phillies are undefeated as of this writing. Just sayin’.

UPDATE: They lost. Dammit.

Beyond Know, Like and Trust: The Deeper Value of Content Marketing

Wed, 15 Mar 2017 18:46:00 GMT

By now, we as small business owners know you can’t rattle off a list of products, services, features and benefits, call it marketing, and expect people to hire us. There’s too much competition, and people have instant access to too much information.

Trust in traditional advertising has eroded after decades of banging people over the head with deceptive sales pitches that insult their intelligence. Online advertising, which was supposed to bring the accountability and measurement that were missing from platforms like radio and print, has been plagued by ad fraud and poor viewability standards.

Patience has worn thin as publishers continue to shove pop-up and pre-roll ads down people’s throats, covering up the content they want to see or making them wait to see it. According to a report from PageFair, ad blocker usage increased 30 percent in 2016.

Unfortunately, both legitimate advertisers and effective advertising platforms have been hurt by these trends.

This is why content marketing has taken off. It allows any business, regardless of size, to take control of their marketing strategy, their message, the delivery of that message, and the measurement of their marketing efforts.

The Content Marketing Institute defines content marketing as follows:

Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience – and, ultimately, to drive profitable customer action.

This isn’t about sharing links to content created by others. This is about creating original content – blog posts, newsletters, videos, podcasts, white papers, e-books, case studies, infographics, etc. – giving that content a permanent online home on a platform you own, and then sharing it via email, social media, and professional networking channels.

On the most basic level, creating and sharing original content on a regular basis keeps you top-of-mind. It allows you to educate people and earn their trust over time. If you consistently deliver value to your audience, they’ll hire you or refer you when the need for your services presents itself. You’re also more likely to be rewarded by Google with better rankings.

On the other hand, if you use your content to sell and self-promote, people will tune you out and unsubscribe to your content.

Top-of-mind awareness, education, high search rankings, and control of your content are off- the-charts important. People do indeed want to work with those they know, like and trust. But the value of content marketing goes much deeper.

Become a Go-To Information Source

People don’t just want products and services. They want, expect and need information.

Information helps people make educated decisions about their purchases. It helps them feel comfortable about who they’re doing business with. It answers their questions and addresses their concerns in detail. It removes doubt and confusion.

All of these things overcome obstacles to a sale.

Content is information. Helpful, valuable, searchable information that lives on your website and positions you as an authority in your field.

As a business owner, you have a choice. You can either be that trusted, go-to source of information that people crave, or you can concede that position to someone else. Possibly a competitor.

Show People Who You Are

What drives you as a business? What are you passionate about? What values shine through in everything you do? What positive changes have you created or enabled?

There probably won’t be one blog post, newsletter article or video that answers one or all of these questions. Showing people who you are as a business is part of the cumulative effect of content marketing.

When you dig deep into topics to educate your audience, provide information that helps people solve a problem or avoid that problem in the first place, share client success stories, and incorporate little nuggets about your company’s history, your audience gets a better sense of who you are.

More than know, like and trust, people want to do business with companies that are authentic. Companies they admire. Companies that share their values. Companies they believe in.

That’s how you build relationships with people you’ve never met. Relationships based on a common bond, not monetary transactions. Relationships that lead to loyalty and advocacy.

Make Price a Formality, Not a Sticking Point

We all get beat up on price from time to time. There’s no getting around it.

But when you focus on delivering value in your content, people are more likely to judge your business based on the value you deliver, not the price you charge.

If you feel confident in a company’s knowledge and ability to deliver on their promises, and you believe in the same things they believe in, would you really hold out for a better deal from someone else?

If price continues to be a sticking point, those people probably aren’t good prospects anyway. At least you know to shift your focus to better prospects.

Avoid Becoming a Commodity

There is nothing worse than being viewed no differently than any other company that offers the same products or services. That’s commoditization.

When you’re a commodity, you have no respect. You have no leverage. There is no relationship.

People choose commodities based on price. Period. The only way to win that business is to lower your price, which cuts into profits and devalues your offerings.

When you become a go-to information source, show people who you are, and make price a formality, you avoid becoming a commodity. More than a provider of a product or service, you’re a trusted expert. You instill confidence. You have value, and the leverage to ensure that you’re compensated accordingly.

Ask Yourself These Questions

Are you providing people with information they need to make better purchasing decisions?

What are you doing to build relationships with people who could become clients and/or referral sources?

What are you doing to convey not only who you are and what you do, but what drives you each day?

What are you doing to establish real value and stand out from your competition?

Beyond know, like and trust, content marketing helps you address these questions that are critical to the success of your business. When you unlock the deeper value of content marketing, that’s when you find the gold.

If you’d like to discuss how to develop a content marketing strategy that supports your business goals, let’s talk .

Are You Making These Mistakes with Your Website’s Home Page Content?

Wed, 01 Mar 2017 21:45:00 GMT

When you watch those house flipping shows on TV, you see people spending tens of thousands of dollars on kitchens, bathrooms and additions. High-end counters, cabinets and fixtures. More square footage.

But when it comes to home improvements that deliver the highest ROI, guess what project lands at the top of the list without fail, year after year?

A new front door. Average cost? About $2,000.

A new front door instantly enhances a home’s curb appeal. It’s the focal point of the front of many houses, welcoming every guest potential buyer who approaches and enters. Yet the front door often takes a backseat to the “wow” factor of a new kitchen or bath.

In an age of social media brand pages, mobile apps, landing pages and video, too many businesses overlook the importance of the Home page of the company website. More specifically, the written message being delivered on the Home page.

The Home page of your website is your company’s virtual front door. Like the front door of your house, your Home page is primary entry point for visitors. It’s often their first point of contact with your business. Sure, some people enter through a side door or backdoor, like a blog post or a page for a specific service, but most people still land on the Home page.

The question you have to ask yourself is this.

Is my Home page message welcoming and compelling enough to make people want to walk in and explore other parts of my website?

Here are six common mistakes I see businesses making that could be causing people to bounce away from their website without ever setting foot inside.

1) Lack of Clarity

The worst thing you can do is assume people know what you do. Because we’re constantly told how important images and videos are, too many businesses forget to provide very basic information on the Home page of their website. Or they just don’t think words are very important.

On a very high level, the content on your Home page should clearly explain what you do, the value of what you do, and the outcome you deliver. If this information is either missing or unclear, you’re not meeting a very basic expectation of a website visitor.

2) Information Overload

On the opposite end of the spectrum, businesses will often throw everything and the kitchen sink into the content on their Home page. But the job of the Home page isn’t to provide people with every last detail about your business.

The job of the Home page is to pique the visitor’s interest and motivate them to move one step closer to a sale. This typically happens by clicking through to a page about a specific product or a specific type of problem.

Instead of overloading your Home page with information, keep the content on a high level. Preview or tease information on interior pages that serves as the next step on the buyer’s journey.

3) Missing Call(s)-to-Action

Speaking of the buyer’s journey, don’t assume your website visitors know the directions. That’s a dangerous assumption to make.

Depending on the complexity of your products and service offerings, you might have different calls-to-action for different stages of the buyer’s journey. You might have different calls-to-action for different groups of visitors who have different problems to be solved and needs to be filled.

Make sure your Home page includes one or more calls-to-action so visitors know what you want them to do next and how they’ll benefit.

4) Forced Keywords

I can’t help but chuckle when I see a headline on the Home page of a website that says something like “NJ personal injury attorney” or “Princeton area website development company.” It’s even worse when the business tries unsuccessfully to integrate cumbersome keywords into the actual content.

“We’re a NJ personal injury law firm that’s committed to fighting for you…”

If it sounds forced to you, think about how awkward it will be for a visitor reading it for the first time. Write for your audience first and everything else, including Google, second.

By the way, more and more people are searching by asking questions, not just names and locations. Tools like Google Voice Search are making search queries more conversational. Answer these questions with equally conversational website content.

5) A Net Too Wide

Very few companies on the face of the earth can be everything to everyone. Walmart and Amazon come to mind. I’m guessing your company can’t compete with those behemoths.

Instead of writing for any client, write for your ideal client. If you have more than one type of ideal client, separate the content that targets each group into call-out boxes or some other design element. Have each section link to a page that caters exclusively to that ideal client.

6) Same Old, Same Old

If you use marketing clichés like “best service” and “friendly, knowledgeable staff,” or your Home page content is so generic that any other company in your business category could use it if they simply swapped out the name of the company, that’s a problem.

I’ve heard business owners say, “All my business comes from referrals. My website is just a place where people can go to find out a little more about us.”

Do you not want the business of people who don’t come through personal referrals? When those referrals do go to your Home page, can you guarantee that they won’t research a competitor if they don’t like what they find?

Hint: You can’t.

Take nothing for granted. If your website’s Home page content sounds like everyone else’s, you’re telling the world that you’re no different – or better – than your competition.

Any of these mistakes could be costing you money. At the very least, they could be causing you to work harder than necessary for the sale. Your website’s Home page is your business’s front door. Make sure the content draws people in.

How to Turn Jargon from Marketing Obstacle to Opportunity

Wed, 15 Feb 2017 18:10:00 GMT

I don’t believe in absolutes when it comes to marketing.

Every business should be doing this. This is always a big mistake. This approach always works.

There are exceptions to every rule, including the one about never using jargon in your marketing content.

First, let’s clarify what exactly jargon is. Here’s the Cambridge Dictionary definition, which seems to be the most accurate in the context of marketing.

“Words and phrases used by particular groups of people, especially in their work, that are not generally understood.”

Dictionary.com adds the following definitions.

“Unintelligible or meaningless talk or writing; gibberish.”

“Language that is characterized by uncommon or pretentious vocabulary and convoluted syntax and is often vague in meaning.”

To me, the latter two sound more like negative perceptions than definitions. These perceptions are based on how jargon is received by a certain type of audience.

If a lawyer uses legal jargon in an article intended for other lawyers, jargon probably wouldn’t elicit such negative perceptions. If a lawyer uses legal jargon in an article intended for potential clients, those perceptions could very well apply.

Nobody wants their content to be viewed as unintelligible, pretentious, convoluted or vague. But instead of completely eliminating jargon, think about how to use jargon in a way that enhances your marketing content.

Jargon Is Not the Devil. At Least Not Always.

In many industries, jargon is completely unnecessary. In others, clients will inevitably be exposed to certain jargon while doing business with you. There’s no getting around it.

If you’re a mortgage lender, a borrower will hear terms like escrow, underwriting and PMI. Many borrowers, especially first-time home buyers, will be hearing them for the first time.

In this case, it’s okay to use jargon in your marketing content – as long as you’re not throwing around these terms casually, as if everyone on the planet should know exactly what they mean.

Industry jargon in marketing content should always be accompanied by an explanation of what the jargon means and how it’s relevant to the audience. That’s how you take jargon from unintelligible or convoluted to helpful and valuable.

A mortgage lender could write a short blog post that explains what escrow is, how it’s calculated and why lenders set that money aside. Whenever escrow is mentioned in marketing content, the mortgage lender can include a brief, high-level explanation, as well as a link back to the original blog post for a deeper dive if the reader needs it.

When I work with a company to start a blog or newsletter, and the use of industry jargon is unavoidable, I always recommend 101-level posts or articles that explain certain terminology in a way the average person can understand. Not only do you make jargon less intimidating, but you create an information resource for clients and prospects.

You probably won’t have the market cornered on this information, but wouldn’t you like to have the opportunity to become a trusted, go-to source of knowledge?

What Happens When You Don’t Explain Your Jargon

Jargon left unexplained can make people feel like they don’t know something they should. Nobody wants to be made to feel stupid. At the very least, it can make them uncomfortable. It could even cause them to take their business elsewhere.

On the other hand, some people won’t admit that they don’t understand something and could end up making a poor decision as a result.

Jargon and its relevance must be explained for the good of your company and the good of your client.

I always discuss value proposition with new clients. But I don’t just say, “What’s your value proposition?” Most people don’t fully grasp what the term means or what goes into answering the question. When you just throw the term out there, it’s meaningless jargon.

And if I simply asked that question and wrote the content based on the client’s answer, the content probably wouldn’t be very effective. Bad for me, bad for the client.

Instead, I explain that we need to dig deep into who you are as a company, what you do and the results you deliver. This will help us identify what specifically makes you different from the competition and worthy of someone’s trust and investment. Then I ask a bunch of questions that are intended to extract that information.

This way, the client truly understands and appreciates the importance of identifying a value proposition. It’s no long just marketing jargon.

Jargon alone is an obstacle. It creates confusion, or it goes in one ear and out the other.

Jargon explained is an opportunity. An opportunity to educate your audience and earn their trust. When you explain jargon in terms your audience understands, you show that you know what you’re talking about, and you help them understand what you’re talking about.

The more they trust you, and the more they understand, the more likely they are to make a purchase.

What Email Marketers Can Learn from Ransomware Hackers

Thu, 02 Feb 2017 14:39:00 GMT

I’ve written about ransomware attacks quite a bit in the last few months. IT companies want to educate their corporate clients about the latest and most dangerous cyber threats, and ransomware is often at the top of the list.

Here’s how a ransomware attack typically works. A hacker will send a phishing email with a malicious link or attachment. When the link is clicked or the attachment is opened, malware is automatically downloaded to the victim’s computer or mobile device.

This malware will encrypt or block access to the user’s information systems and data. The hacker will then offer to decrypt or restore access in exchange for what amounts to a ransom payment.

In some cases, the ransom demand is just a diversion while the hacker goes through the corporate network undetected and steals sensitive data. It’s scary stuff.

Although a hacker can’t be trusted to live up to their end of the deal, ransoms are often paid. The cost of the ransom is typically far less than lost revenue and costs associated with investigating the breach, notifying all affected parties, dealing with a public relations nightmare, and losing the trust of customers, vendors and business partners.

That’s a big reason why the number of ransomware attacks doubled or tripled each quarter in 2016, according to an Osterman Research report.

A Ransomware Hacker’s Most Valuable Skill

When most people think of a hacker, they think of a computer nerd sitting in their parents’ basement with their nose six inches from the monitor, trying to figure out how to break into a network and get their hands on valuable information.

But when it comes to ransomware attacks, the hacker doesn’t spend hours writing code or trying to crack passwords. They typically use malware developed by someone else and just plug it into the link or attachment.

It’s not about being a technical genius. Because most of these attacks require the recipient to take action, the hacker’s most valuable skill is the ability to convince people to click the link or open the attachment and then pay the ransom.

How Hackers Get People to Click and Pay

Although some email scams are laughably obvious, most are more sophisticated than those that claim a distant uncle in Zimbabwe wants to wire you $5 million.

A hacker will find out what department within a company should be targeted. They may go as far as to find out which individuals in that department should be targeted. They may use social media to find out about the victim’s family, interests and professional background.

After the hacker finds out what makes the targeted victim tick and click, they work to earn their trust.

They make sure the email’s headline and content are believable and compelling. They use logos, visuals and a brand voice that are consistent with the organization they’re impersonating. They often create a value proposition or offer incentives that seem perfectly reasonable.

Once a victim is hooked and malware has been downloaded, things can get dicey. Scare tactics and intimidation are all too common. But some hackers will pose as IT support who can help you restore your files, as if they’re riding in on a white horse to save the day. They keep trying to earn your trust so you’ll take the desired action.

Does any of this sound familiar? Isn’t this what all email marketers should be doing, but in an authentic, non-criminal way?

Research. Earn Trust. Be Helpful. Solve a Problem.

Hackers are going to great lengths to use email to deceive people and commit crimes. We as marketers should work just as hard to use email to help people, earn their trust, and earn their business.

Sad thing is, many legitimate emails I receive, even from major brands, are less compelling than the scams. Headlines are vague and say nothing to spark my interest. The value proposition is weak or non-existent. The offer is the same. Every. Time.

If I get another “buy one get one half off plus 15 percent off” from Famous Footwear, or “20 percent off clearance items” from MLB Shop, I may just lose it.

Cyber criminals are scumbags. But they’ve been doing their marketing homework, and a lot of businesses could learn a thing or two from their approach, which is often consistent with basic, tried-and-true marketing principles.

Email marketers should:

Two Takeaways

First, take it a priority to educate your staff about spotting suspicious emails, develop a policy for preventing and responding to ransomware attacks, and deploy antimalware that detects malicious links and attachments.

I’m using ransomware in this context to make a point about email marketing, but businesses and regular people like you and me need to take it seriously from a security standpoint.

Second, if you expect your email marketing to grab the attention of device-juggling multi-taskers and deliver the ROI it’s capable of delivering, you have to do more than say it and spray it.

Approach email marketing, and any type of marketing for that matter, thoughtfully and strategically with sound marketing principles and the needs of your target audience in mind.

2 Dumb Mistakes I Made with My Blog and the Bigger Mistake that Drove Me to Dumbness

Wed, 18 Jan 2017 20:09:00 GMT

Half of being smart is knowing what you are dumb about.
–Solomon Short

I’m secure enough in my manhood as a content writer, marketer and blogger that I can admit when I did something dumb. Not that manhood has anything to do with content writing, marketing and blogging, although it could have something to do with being dumb.

Fortunately, my blog continues to be my biggest lead generator in terms of direct referral traffic and its impact on my search ranking, which produces steady leads from Google. But I’ve made my share of dumb mistakes.

Like that time about five years ago when I had my website overhauled and didn’t take mobile friendliness into account. That was dumb. And I paid for it, literally, a year later when I had the site redesigned again.

Fortunately, the two mistakes I’ll talk about today were relatively easy to fix. Unfortunately, I don’t know how much money I might have left on the table. So here’s what happened.

Dumb Mistake #1: A Lame Attempt at “Branding” My Blog

When I officially took my business from side job to full-time business, I had dreams – some might say delusions – of branding my blog. People would hear the name of my blog and say, “That’s a blog about content writing and marketing that I read all the time because that guy knows what he’s talking about.”

The first step was to give the blog a name, although giving something a name doesn’t even remotely qualify as branding. So I settled on the McBlog. Insert sarcastic comment here.

I even created a logo for the McBlog, which evolved over the years. When I shared blog posts on social media, the update would start with “New from the McBlog.” I don’t know the exact timeline, but I did this for over year.

Here was the biggest problem with my lame attempt at “branding” my blog… nobody cared. They didn’t care that the blog had a name. They didn’t care that the information I was sharing was associated with something called the McBlog. And they sure as hell didn’t think I was anything spectacular just because I was the publisher of the McBlog.

Like Eddie and the Cruisers, I ain’t great. I’m just some guy from Jersey ( watch the movie if you don’t get the reference).

On LinkedIn, where the vast majority of my social media leads come from, engagement eventually dropped as I continued to use the “New from the McBlog” intro.

By starting each update the same way, I turned my posts into a cliché. And I made each post sound like a promotional announcement instead of helpful information.

So I stopped with the tired intro, although I didn’t drop the McBlog name. And guess what?

Engagement ticked up again.

Towards the end of last year, I figured, “If I’m not even promoting the McBlog name, and nobody gives a crap about it anyway, why should I still use it?”

So I got rid of any mentions of the blog – on my website, in email distributions, on social media, in my email signature. Today, my blog is just my blog.

Shockingly, nobody has asked, “What happened to the McBlog?” If something is never missed, it couldn’t have been too important in the first place.

Dumb Mistake #2: Getting Rid of the “Comments” Section

I have to give part of the blame credit for this decision to the folks at Copyblogger, who made the decision to remove blog comments in early 2014. When they did it, my wheels started turning.

Most people who commented on my blog posts did so on LinkedIn. That made sense because that’s usually where they found my posts in the first place.

Also, if people commented on LinkedIn instead of my website, more people would see the comments, which would lead to more discussion and sharing. That didn’t pan out.

Instead, a few people said, “I was going to comment but couldn’t find a ‘comments’ section.”

Doh.

Early in 2016, Copyblogger brought comments back. I did the same a few months ago. The reason CopyBlogger had for restoring the “comments” section that resonated with me was that it made the blog more welcoming. The sense of community was partially lost when comments were removed. There was no place to discuss, debate and share.

Not that I get a ton of comments on my blog posts, but I won’t get any at all, or make people feel very connected to my blog and each other, if I make it impossible to comment directly on my site. For me, there was nothing to lose and everything to gain by bringing comments back.

The Thing that Punched My Ticket to Dumbville

These two decisions backfired for a few reasons, but there’s one that has me kicking myself.

I focused on myself instead of the needs of the reader. Exactly the opposite of what I always say we should do as business owners and marketers.

There was nothing about branding my blog that helped my readers, except that it would make my blog posts stand out in a list of many.

But the McBlog name made my blog posts stand out because of self-promotion. If anything, it overshadowed headlines that would motivate someone to click and read.

Getting rid of comments was equally self-serving. It did nothing to help the reader.

Just like we provide complete contact information on our websites so visitors can get in touch with us via the channel of their choosing, having a comments section gives readers another option for sharing their feedback.

Think about that for a second. I took a way a platform that allowed readers to engage with me directly, with the hope that they would go back to LinkedIn where their comments would be seen by a wider audience.

Hey, we all make mistakes. Consider these two blogging blunders my own personal “dumb and dumber.” But the mistakes have been corrected, and I hope I’m not the only one who learned from them.

Please leave a comment below to prove that my efforts have not been made in vain. Just don’t mention “McBlog.”

Make Your Case with Data. Make a Connection with Your Data’s Story.

Wed, 04 Jan 2017 18:51:00 GMT

Back in my radio days, sales folks were eager to share data about the radio station’s listening audience with prospective advertisers. That’s what advertisers pay for – access to that audience.

Suppose the prospect was a contractor. Here’s how the sales rep might have described the station’s core audience.

Women, ages 25-49. 40 percent have a household income of more than $100,000. 50 percent have at least one child. 45 percent have college degrees. 80 percent live or work within your service area. 65 percent own a home. The audience spends an average of $15,000 per year on home improvements.

I’m making up these numbers and there’s a lot more data available, but you get the picture. The general idea was to prove that the advertiser would be spending money to reach a very desirable audience.

But the most successful salespeople, instead of rattling off a bunch of numbers, told the story of the radio station’s stereotypical listener. For example:

Meet Jessica. She’s a professional, college-educated mom who juggles work and family. After spending a full day crunching numbers for an accounting firm, she climbs into her Lexus SUV and picks up her 3-year-old son from daycare. She races home to make dinner in her recently updated kitchen before taking her 8-year-old daughter to dance class.

During dance class, Jessica pulls out her iPhone, gets caught up on the news of the day and likes a few Facebook posts. When they get home, it’s time for baths and homework. Once the kids are in bed, Jessica will relax with a book or watch an hour of TV. Although life is chaotic, she manages to make time for herself, whether that means meeting girlfriends for drinks or going away for a long weekend.

What tells you more about that radio station’s audience – the data or the story?

This Is Not a Knock on Data

I’m a big believer in data, although I think some people make a big mistake by relying solely on data and ignoring what their brain and heart tell them. There needs to be the right balance of information, sound reasoning and gut instinct.

That said, data that’s relevant and meaningful has tremendous business value. It gives validity and specificity to claims. It proves or disproves hypotheses and assumptions. It allows you to draw conclusions, make better decisions, justify investments and operate more efficiently.

My problem is with how data is typically presented. Numbers, percentages, statistics, charts, graphs, and on and on and on. It’s enough to make your head explode – if the information doesn’t just go in one ear and out the other.

Not Everyone Is Influenced by Data, but Everyone Loves a Good Story

Data alone can be very compelling and persuasive. No doubt about it.

But a carefully crafted story that seamlessly weaves in key data points where appropriate is more compelling and more persuasive. It provides context. It’s authentic. Believable. Real. Emotional. Memorable.

All these things add impact to your data and strengthen your case.

Instead of just telling me that your product improves productivity by 30 percent, tell me the story of how specifically your product is used, how productivity is improved, and the impact of that boost in productivity.

Most Human Communication Involves Sharing Stories

Stories make it easier for the human brain to absorb and process information. It helps us remember and understand simple facts and complex concepts. That’s why we tell our kids stories long before they know what the words mean. It gets the gears in their brain turning.

Adults are no different. Instead of overloading people with data, engage them with an authentic story.

I remember that Humpty Dumpty sat on a wall and had a hell of a fall. It was so bad that a bunch of people couldn’t fix him. The author didn’t feel the need to talk about Humpty falling eight feet to the ground and sustaining cracks to 85 percent of his body, making it impossible for 50 of the king’s men and horses to put him back together.

By all means, use relevant data to make your case to potential clients, investors, business partners, employees and job applicants. But if you want to make your case and make an emotional connection, tell the story behind your data.

The Joy of Giving: The Secret to Scoring Referrals for Others

Thu, 08 Dec 2016 02:28:00 GMT

A few weeks ago, I was up way too early on a Sunday morning, as I normally am when my daughters force me from my bed. I flipped on Your Business on MSNBC and a business consultant was answering questions submitted by viewers.

One viewer said her company prepared legal documents and she wasn’t getting results from advertising on Google and Yelp. She was looking for ways to grow her business.

The consultant responded with something that I didn’t expect from a consultant. First, she said that she would need to know more about the woman’s business, audience, and goals before making specific recommendations, but Yelp didn’t seem like the right fit.

Then the consultant said the woman’s company would have to earn someone’s trust before expecting that person to hire the company to prepare legal documents. Instead of investing time and money into advertising, she suggested using those resources to build the company’s referral network.

She said to think about networking events that would make it possible to connect with attorneys, accountants, financial advisors, mortgage lenders, or anyone else who would need legal documents prepared. Approach networking strategically to build relationships and expand the company’s referral network.

This was great advice. Referral marketing can be a valuable growth tool, especially in certain industries and business categories. Unfortunately, it’s often overlooked and misused.

When I say “misused,” I mean that most professionals only think about getting referrals instead of giving them. If it’s all take and no give, your referral partners won’t be referral partners for long.

The Layups

Sometimes referrals fall onto your lap. If someone comes right out and says, “I need a new accountant” and you have a relationship with an accountant, your job is easy.

Suppose you hear someone telling a story about how his wife is in the hospital after some jerk who wasn’t paying attention knocked her down while backing out of a parking spot. If you know a personal injury attorney, your job is easy.

Of course, if you want to seal the deal for your referral partner, you won’t just hand someone a business card or give them a phone number.

Make an email introduction. This way, you have a record of the referral. Include both your referral partner and the referral in the email. You’ll already have given both people a heads up, but remind everyone of the specific problem and solution in your email. Validate your relationship with your referral partner and give them an endorsement.

After you hit “send,” leave it to the two of them to connect, but follow up in a few days to make sure they do.

The Three-Pointers

Sometimes a good referral isn’t easy to spot. But an effective referral partner will listen for triggers that may not be so obvious.

For example, my referral partners know to listen for statements like these:

The response isn’t always as simple as, “Do you need a content writer?” Most people don’t realize they need a writer.

More often than not, they can’t tell good content from bad. Or they think they can write their own content – you know, because they can type.

Which brings us to the next point…

The Half-Court Shot

The secret is to respond to those triggers with questions that get the potential referral to state a problem that can be solved by your referral partner. After all, the first step to solving a problem is recognizing that the problem exists.

In my case, instead of asking someone if they need a content writer, I always tell people to ask, “So who writes your content?” Unless they have a rock-solid resource, they usually fumble over the answer until they admit they need help with content writing.

Sometimes you need to do a little more digging to get to that admission.

For example, one of my referral partners mentioned how his company digs deep into analytics, beyond superficial metrics like opens and clicks, to find out what parts of your marketing are working, how many leads are being produced, where exactly those leads are coming from, etc. They connect activity to actual dollars.

This immediately made me think of a client of mine that publishes a lot of content. I write multiple blog articles per month for this client, as well as white papers when needed.

I could have just asked my client, “Do you need someone to help you with analytics?” But I think we know what the answer would have been.

Instead, I asked how the blog articles were performing. I asked if there was any article, or type of article, that was performing better than others.

My client said they were very happy with the blog articles, and they were getting great feedback.

I said, “That’s great, and I’m glad everyone is happy. But how are you tracking and measuring their performance?”

My client said, “Well, we look at some basic numbers, but nothing too deep. We probably should look at the analytics more closely.”

That was the opening I needed.

Knowing my client is a one-person marketing department and barely has time to breathe, I mentioned my referral partner. I said exactly what he said during our networking meeting and offered to make an introduction.

She said, “Definitely, that would be great. I constantly get calls and emails from people selling their services, but I’d much rather work with someone you would personally recommend.”

I made the email introduction and they spoke later that week. They agreed that it would be best to circle back after the holidays, but the connection has been made and they’re on each other’s radar.

Not only have I passed an excellent referral to someone who has done the same for me, but I’ve strengthened my relationship with my client by helping her do her job more effectively. Win-win-win.

All it took was a little investigative work and the right questions to find a lead for someone else when it wasn’t a layup.

Prioritize referral marketing, and prioritize finding referrals for others. Put a little effort into cultivating those referrals.

It’s not just good business. It’s the right thing to do.

How to Squeeze More Juice from Your Speaking Engagement Beyond the Actual Event

Wed, 16 Nov 2016 20:48:00 GMT

As popular as search, social media and other online marketing channels have become, there’s no substitute for face-to-face interaction. That’s why so many professionals relish speaking engagement opportunities.

According to the 2016 B2B Content Marketing Benchmarks, Budgets, and Trends – North America report, 75 percent of marketers say in-person events are an effective content marketing tactic, making it the highest rated tactic for six straight years.

In the B2C report , in-person events (67 percent) were in a virtual tie for the most effective content marketing tactic with e-newsletters (67 percent), illustrations/photos (66 percent) and social media content (66 percent).

Speaking engagements could involve leading a workshop for the local chamber, delivering a seminar for a professional organization, giving a presentation at an industry conference or trade show, or revealing the findings of a research study. These events offer a phenomenal opportunity to establish yourself as an authority in your field and develop valuable – and profitable – relationships.

After a speaking engagement, you can follow up with attendees with targeted messaging and surveys to keep them engaged and interested. There are plenty of ways to gauge interest, monitor social media mentions and track online activity.

But what about the actual content from your speaking engagement? What happens to that content after the event? The content you spent days or even weeks developing?

Ideally, you would be invited to deliver the same message to a different group. But in many cases, speaking engagements are a one-and-done proposition. Either the content has a limited shelf life, or you just don’t get another opportunity to present it.

Repurpose the Content from your Speaking Engagements

People often talk about repurposing blogs, website content, social media posts and other content. But I wonder why more people don’t repurpose the content from their speaking engagements.

Turn a presentation into a white paper or e-book. Turn your workshop into a series of newsletter articles or blog posts. Incorporate video clips from the original presentation.

Create a download that requires people to submit their contact information in a registration form. Give the content a permanent home on your website and optimize it for search.

You’ve already done the heavy lifting. Once the speaking engagement is done, you just have to repackage the content you already have into a different format, or hire someone to do it for you.

After you’ve repurposed the content from your speaking engagement, share it via email and social media. Use a phrase like “just in case you missed it” to tweak people’s instinctive fear of missing out. Ask people who attended the event to share your content with a testimonial to boost visibility and engagement.

Don’t Forget the Q&A

The question-and-answer session at the end of a workshop or seminar is often the most valuable and interesting portion of the event. Even if you nailed your presentation, the discussion that follows provides insights into how the information was absorbed and what questions still linger.

Repurposing the Q&A from your speaking engagement allows you to continue the discussion that always seems to be cut short. It allows you to answer each question in detail, including those that were submitted but not answered during the event due to time constraints.

The Q&A not only gives you more content to repurpose, but it can serve as the foundation and inspiration for a new phase in your content marketing strategy. It could even help you land your next speaking gig.

Speaking engagements require too much work to allow them to fizzle after the actual event. You can build on that momentum and squeeze more juice from those engagements if you repurpose the content into a format that makes sense for your audience.

Repurpose it, share it, and extract as much value from it as you can.

You Are What Your Marketing Says You Are

Wed, 19 Oct 2016 16:34:00 GMT

Hall of Fame football coach Bill Parcells won two Super Bowls with the Giants and coached other teams that I choose not to reference because doing so would make me physically ill. He was once asked if his team was better than their record would indicate.

Parcells famously replied, “You are what your record says you are.”

In other words, you can have great talent on the field. You can have great coaching and management who put a great team together and develop a great game plan.

But if you don’t put it all together and execute the game plan, your record won’t be as good as it could be.

A fumble or interception could cause a 14-point swing and cost you the game. A player who loses his cool and gets flagged for a 15-yard penalty could put the other team in position for a game-winning field goal. Poor clock management at the end of a half could blow your chance to score points that could be the difference between winning and losing.

Ultimately, a football team isn’t judged by how talented it is or how well it played for most of the game. Wins and losses are based on one factor – the final score.

Your talent and ability might say you’re an 11-5 team, but if the scoreboard says you’re 8-8, you’re 8-8.

That record determines who gets into the playoffs and who gets home field advantage. History then judges playoff teams by their record in the playoffs and Super Bowls, if they make it that far.

Because you are what your record says you are.

What Does Your Marketing Say about You?

Let’s assume you’re really good at what you do. Your company is loaded with talent. You have an exceptional product or service. You have a finely tuned process for servicing your clients. You have an efficient operational model.

Your employees, clients and referral sources know how good you are at what you do. But what about people who are discovering your business for the first time?

Those people rely on marketing to form their initial opinions and shape their perceptions of your company. And you know what they say about perception.

You could be the best in the world at what you do. But if you don’t effectively communicate how well you do what you do, you’re probably leaving money on the table. And your company’s reputation could suffer.

Because you are what your marketing says you are.

Minimizing the Marketing Turnovers

It’s amazing how turnovers (interceptions and lost fumbles) directly correlate with wins and losses in football. According to data from Pro-Football-Reference.com from 2002-2013, teams with just one fewer turnover than their opponents end up winning 70 percent of those games. Teams with two fewer turnovers win 84 percent of the time.

For the sake of this blog post, let’s loosely define a marketing turnover as an opportunity lost due to ineffective marketing. You can dramatically reduce marketing turnovers by simply making sure the quality of your marketing matches the quality of your work.

Take a look at your marketing content, particularly the staples that don’t change frequently, like your website content, social profiles and brochures. Ask the following questions:

If you can answer “yes” to all of these questions, people will have a good idea of what it’s like to work with you. They’ll be able to preview the outcome of working with you. They’ll start to feel confident in the quality of your work.

The best marketing won’t guarantee a sale, but it will help you avoid turnovers caused by marketing that doesn’t do justice to your company and how you operate. It will help you start to build trust and credibility with people who are discovering your business for the first time.

In marketing circles, we call this creating leads. And better marketing equals more leads.

Continue to be exceptional at what you do. Just make sure your marketing is equally exceptional.

Not Sure About Blogging? Consider the Return on Not Investing.

Wed, 05 Oct 2016 18:31:00 GMT

Back in August, my 6-year-old daughter, Caitlin, was on the fence about playing soccer. My wife and I were hoping she would play. Not because we think she has to be involved in organized activities every day of the week, but because we had just moved to a new town and wanted Caitlin to make new friends.

Aside from having fun playing soccer, we explained that there would be girls in her class who play, too. Soccer would give her a chance to meet some kids before the first day of school. She wasn’t sure if she would love playing soccer or meet kids from school, but she knew she wouldn’t do either if she stayed home.

So she decided to play. By the time she went to her first practice, she was actually excited. It was obvious that she would have been disappointed if she didn’t play.

It was tough at first, practicing three days a week in 90-degree heat and not knowing anyone. But she had fun. And she met some kids who she later recognized on her first day of school, which probably would have been a lot tougher if she didn’t see any familiar faces.

By the way, Caitlin is number 2 in the yellow jersey in the picture above. The one in midair. I feel sorry for the girl trying to get the ball past her.

The Unhealthy ROI Obsession

It would be nice if we knew in advance that we would somehow benefit from every decision we make in life, and everything always came up roses. When it comes to marketing, everyone expects a payoff from their investment. But ROI can be difficult to measure, and even more difficult to predict.

If guaranteed, quantifiable ROI was a prerequisite for every marketing decision, we’d all be rich. We would know exactly what marketing tactics to use, the best approach to take, and how much money we’d make from each campaign.

That’s just not reality. Unfortunately, the obsession with ROI often causes solid, sensible ideas and innovation to suffer. Gut instinct and even the slightest risk-taking go out the window.

I worked in radio for a long time and have always believed that radio advertising doesn’t get nearly the credit it deserves for the value it delivers to clients. After all, how do you really measure ROI?

Campaign-specific phone numbers and websites in the call-to-action? Please. People don’t remember or call phone numbers from radio commercials, and they’re more likely to use Google than a customized URL.

Radio is extremely difficult to measure. It’s not for everyone, it’s not cheap, and you have to be on the right stations with the right message, but it works. It just does.

The harsh reality is that you will not be able to precisely measure every part of your marketing. Even the parts that work. That doesn’t mean you should abandon those parts.

Business Blogging ROI Is Not Easy to Measure

There’s tons of data that says companies that blog frequently and consistently produce more leads than those that don’t. But there is no magic formula for calculating ROI from a business blog. It ain’t easy.

I’m saying this as a guy who relies on writing blogs for other people to pay the bills. Last month, more than 60% of my income came from blog writing.

Sure, you can measure views, clicks, traffic and new subscribers. You can measure social shares, likes, comments and new followers, and the online behavior that ensues. Each of these things has value. But even if you assign a dollar value to every view, click, visit, etc., how do you arrive at those numbers?

We all know that consistent blogging is great for SEO, but how great? How much of your search ranking improvement can be directly attributed to your blog?

Ultimately, the only metric that really matters is the conversion of leads into paying clients. That often takes months or years.

If you invest in a customer relationship management (CRM) system, configure it correctly, and crunch the data over long periods of time, you can begin to quantify ROI.

In the case of business blogging, especially for smaller companies, the better approach is to understand the benefits of business blogging – building trust and credibility, establishing your expertise, educating your clients, overcoming obstacles to the sale, maintaining top-of-mind awareness, and improving your search ranking – and think about what will happen if you don’t blog.

What Is the Return on Not Investing in Blogging?

Think about all those benefits of business blogging I just mentioned. Assuming you don’t already have all the business you could possibly handle, how will you achieve those benefits if you don’t blog?

For example, if you’re struggling to rank highly on Google, what’s your plan for changing that? Will you pay to get to the top of page one?

Depending on the competitiveness of your targeted keywords, that could get very expensive very quickly. And Google rewards websites that consistently publish valuable, relevant, high-quality content. They don’t reward sites that just sit there.

A blog can educate prospects and overcome obstacles before they ever contact you. Without a blog, you and/or your sales team will probably have to shoulder that burden as part of a much longer sales process. You can share links to articles that your audience might find helpful, but wouldn’t you rather be that source of information?

I always share my own personal experiences with blogging. Not to brag, but to point out that I wouldn’t have a business if I didn’t blog.

I landed my two biggest clients when people connected with me after reading blog posts I shared on LinkedIn. When I wrote a white paper for one of those clients, I interviewed a person who, more than a year later, referred me to another company that became my third biggest client.

That means my three biggest clients can be traced directly to my blog.

I have two other clients who were subscribers to my blog for more than a year before hiring me. I’ve also been hired by people who weren’t looking for a content writer but hired me after stumbling across one of my blog posts when they were researching something else.

I can’t guarantee you’ll see the same results from business blogging. But I can guarantee you won’t see the same results, or anything close, if you don’t blog.

That’s the return on not investing.

Blogging Builds Relationships

Before Caitlin’s game earlier this week, a couple of kids from her class who were on the other team ran up to her and hugged her. They talked after the game about school and going to the Trunk-or-Treat in a couple weeks.

Just like soccer practice kicked off relationships that have blossomed with time, your blog can help you establish and maintain business relationships. In fact, if you deliver value on a regular basis, your audience will feel a connection with your company before they even contact you.

That’s really what all those business blogging benefits are intended to do – build relationships. Without a business blog, you miss the opportunity to make connections without ever leaving your office.

Obviously, I didn’t coin the phrase “return on not investing.” I just happen to believe you can’t predict or measure ROI for everything. And you don’t need hard data to illustrate how you’ll miss out if you don’t blog consistently.

Answering Questions in Your Blog: Good for Customers, Good for Google

Wed, 21 Sep 2016 18:59:00 GMT

Whenever a client asks me what they should talk about in their blog, my first recommendation is to make a list of questions most commonly asked by their customers. Each of these questions can be answered clearly and thoroughly in a blog post.

I know what you’re thinking. Sounds a lot like an FAQ page, right?

Well, a traditional FAQ page may have done the trick 10 years ago. Today, people want more depth than an FAQ typically provides. So does Google.

People want more than answers. They want explanations.

For example, people don’t just want to know how much something costs. They want to know why it costs as much, or as little, as it does. They expect you to justify your cost.

People don’t just want a list of a law firm’s practice areas. They want to know who you serve, what problems you solve, and how you solve them.

By answering a single customer question per blog post, in detail, you can educate prospects, earn their trust, debunk myths or misinformation, overcome obstacles to the sale, position yourself as an expert in your field, and help people feel more confident about doing business with you.

All of these things help to speed up the sales process and convert more leads into sales.

As business owners, we should be all over this trend. Finally, we have a platform for saying all the things we couldn’t squeeze into traditional ads. A blog gives us the opportunity to answer one question at a time – completely and without interruption.

This has been the best approach to developing valuable, relevant content for a long time, even when people were telling you to stuff keywords into your content to improve your search rankings.

Fortunately, it’s no longer necessary to choose between the needs of your audience and the needs of search engines.

Google wants your content to answer questions, too.

First, let’s remember why people use a search engine like Google. They want to:

Google responds by displaying search results that are most likely to help the user find what they want.

When search advertising first became a thing, companies loved it because they were paying to get in front of people who were already actively looking for a specific product or service offered by their company.

Well, that’s what the sales rep told them.

Many search users are very specific about what they want. A plumber in a specific town. An electric lawn mower. A conference agenda.

But a lot of search users ask questions, hoping Google will point them in the right direction. This is why how-to blog posts are so effective. They answer a specific question.

In fact, just last year, Google introduced its “people also ask” feature. This is basically a dropdown box that appears after a search query has been entered (or while it’s being typed) and provides a list of similar questions. Each question can then be expanded to show a short answer.

The goal is to provide additional information – answers to related questions – without making users hunt for it. And Google has become very good, almost eerily so, at understanding or even predicting what a user wants.

There are two key takeaways here…

First, search users don’t just look for a specific thing. Very often, they ask a question to find out what thing they should be looking for.

If your company sells that thing, you’re more likely to show up in search results if you have a blog post or some other piece of content created for the sole purpose of answering their question in detail. This gets your business in front of the right set of eyes.

An FAQ page with a dozen brief answers to a dozen questions will likely be too cluttered to rank for those questions, and it won’t provide the depth that people demand.

Second, whether prospects find your content through Google, LinkedIn or some other referral source, they’re not looking for sales pitches and unsubstantiated claims, and they don’t care about keywords.

They’re looking for answers to their questions. They’re looking for information, transparency and value. That’s what your marketing content needs to deliver if you want to be found online or convince someone to do business with you.

Use each blog post to answer one question. It’s good for your customers, and good for Google.

Marketing Observations from My Summer Vacation, 2016 Edition

Wed, 31 Aug 2016 02:25:00 GMT

My family moved a few months ago, so we had to wait until we had a deal in place to sell our house to book a vacation. Because options were limited, we decided to go back to the exact same beachfront condo as last year in beautiful Wildwood, NJ.

There’s something to be said for the known quantity. My wife, Kelly, and I didn’t feel like searching for a new place. We knew this condo was perfect for us. We knew the area and attractions well enough to make the most of our time and save a few bucks.

Most importantly, our daughters, 6-year-old Caitlin and 3-year-old Cassidy, loved Wildwood and loved staying in this condo last year.

But because we went to many of the exact same places, I was worried that I might not be able to come up with enough marketing and customer experience observations, which are directly related, to fill a blog post.

Fortunately, that wasn’t the case. Let’s get started.

Kelly and I love to introduce the girls to cuisine from different cultures, so we were very fortunate to stumble upon the International House of Pancakes during a potty break on the way to Wildwood. But something about this sign bugged me. I’m not sure if it was the text covering the pancakes or the fuzzy IHOP logo or the red dots and smileys, but this sign was definitely not the best looking thing in the whole wide world.

These two ads appeared in the same publication in our condo. As someone who once had to use urgent care while on vacation, the one on the left is definitely more relatable. Nobody expects to get hurt on vacation. The one on the right seems more than a little cliché, and photos of the buildings seem irrelevant. Also, “close to home” doesn’t apply. I, like the vast majority of readers, was on vacation.

Is it just me, or does that banner going across the golfer’s arms look like crime scene tape? By the way, that $20 coupon is only valid at one of the three golf courses being advertised. Too many restrictions and too much fine print for a simple discount.

This golf course gets it. Simple offer. No fine print. Good use of a landmark so people can visualize the location. Most importantly, this golf course embraces what it is – an inexpensive course for people who don’t treat every stroke like life and death. Too many courses try to be Augusta when they’re closer to pitch-and-putt.

In last year’s post of marketing observations from my summer vacation , I said the following about aerial advertising:

I’ve seen planes pulling banners as far back as I can remember as a kid growing up at the Jersey Shore. However, I never saw a banner ad pulled by a boat until my 2015 summer vacation. I guess that’s a cheaper, less effective alternative to aerial advertising when it comes to reaching people on the beach.

Calling it “less effective” was probably a bit harsh and shortsighted. Actually, a guy who offers that type of advertising called me after reading the post and told me I was wrong.

After reviewing last year’s post, I noticed that the advertiser in last year’s photo is the same as in this year’s photo. Clearly, they wouldn’t keep doing this type of advertising if it didn’t work. I stand corrected.

Also, my wife noticed that Domino’s was using a banner pulled by a boat to advertise pizza delivery to the beach. If they could throw in a couple cocktails with the pizza, that would be my own personal utopia.

My family had dinner here once before and decided to try it again. I’m no restaurant reviewer, so I’ll keep it simple. The food was good, not great. Nobody came to take our order when we first sat down. When the waitress finally arrived, she clearly wasn’t happy about it. Once she got over that, the service was perfectly fine.

I’d give the overall experience 3.5 out of 5 stars. We would go back.

As for the marketing, it doesn’t do the restaurant justice. I appreciate the attempt at using content to sell the atmosphere and paint a picture. But why not just show actual, close-up photos instead of a distant, outdoor shot that resembles a stock photo?

Show the atmosphere, which is outstanding, in photos. Use the content, along with imagery, to sell the food, which will ultimately determine if people will go back.

I have to say, I was pretty impressed with the Cape May County Zoo in terms of marketing and customer experience. I don’t know why any place geared towards kids wouldn’t have displays like this that allow kids to stick their faces through a hole and have their picture taken.

Kids love them. Parents love them. And we share the photos all over the place. It’s easy, organic marketing. This particular photo op, one of many at the zoo, is also a cross-promotional tool with the local aviation museum. Well-played, zoo people.

This sign appeared at the zoo café. I’m no IT expert, but as someone who writes 15-20 blog posts per month for IT service providers, I’ve acquired enough knowledge to know that offering Wi-Fi in an outdoor venue, especially one as massive as a zoo, is a complex undertaking. Good for the zoo people for recognizing that Wi-Fi is now an expectation and no longer a “nice to have” convenience.

Amusement parks are notorious for putting signs like these all over the place. I would suspect that people trip over them more than they read them.

I equate these signs with online pop-up and pre-roll ads. They get in the way and disrupt the customer experience. I love the Wildwood boardwalk, but these signs need to be kept to a minimum and removed from high traffic areas.

Notice the ride attendant clapping as the kids pass by on the train. Ride attendants also smiled constantly, clapped at the end of each ride, and high-fived the kids as they exited through the ride gate. I’ve never seen anything like it at an amusement park.

More often than not, ride attendants are young people who are collecting a summer paycheck and counting the minutes until they can leave. These ride attendants were clearly screened and trained to make the experience as enjoyable for the kids as possible. Hats off to Morey’s Piers management and ride attendants. Mission accomplished.

Kelly and I took the girls for a ride on a bike with two bench seats. When Kelly called to find out about pricing and hours of operation, the people who answered seemed annoyed, as if they always have to answer these questions.

Great people in person, but they didn’t exactly make a positive first impression. Here’s a simple solution – put that information on your website!

Let me close with proof that we’re all going to hell. These two rented a bench-seat bike just like we did, but decided to spend a beautiful morning on the boardwalk with their eyes glued to their smartphones as they pedaled. Perhaps they were searching for Pokemon.

On an unrelated note, after I published last year’s post of observations from my summer vacation, I got an email from the marketing director of a local amusement park. She said she loved the post and asked if I would be willing to share my observations of her venue if she provided me with passes for my family. And paid me.

After about two seconds, I agreed.

Two takeaways here. First, if any other amusement park executive would like me to do the same for their park, it wouldn’t take much arm twisting. In fact, I’d love to make it a career. Second, blogging works!

Now it’s time to start thinking about our 2017 summer vacation…

What the Pope Can Teach Marketers about How to Talk to People

Tue, 09 Aug 2016 17:54:00 GMT

A couple weeks ago, Pope Francis spoke to hundreds of thousands of people, mostly young people, who gathered in Poland for World Youth Day festivities. His message was powerful, but not because he weaved scripture into his address or brought people to tears with emotional anecdotes.

His message was powerful, at least to me, because he came about as close as a Pope can come to telling kids to get off their lazy asses and do something with their lives.

I don’t know if I was more inspired as a father of two young girls, or as a marketing nerd who appreciates relatable, everyday language.

I dug up the full text of the address delivered by Pope Francis. A bunch of quotes appeared in various publications, but I wanted to see these quotes in context. Here are a few examples of the language he used to connect with a younger audience and, in some cases, their parents.

But in life there is another, even more dangerous, kind of paralysis. It is not easy to put our finger on it. I like to describe it as the paralysis that comes from confusing happiness with a sofa. In other words, to think that in order to be happy all we need is a good sofa.

A sofa that makes us feel comfortable, calm, safe. A sofa like one of those we have nowadays with a built-in massage unit to put us to sleep. A sofa that promises us hours of comfort so we can escape to the world of videogames and spend all kinds of time in front of a computer screen. A sofa that keeps us safe from any kind of pain and fear. A sofa that allows us to stay home without needing to work at, or worry about, anything.

Sofa happiness! That is probably the most harmful and insidious form of paralysis, since little by little, without even realizing it, we start to nod off, to grow drowsy and dull while others – perhaps more alert than we are, but not necessarily better – decide our future for us. For many people, in fact, it is much easier and better to have drowsy and dull kids who confuse happiness with a sofa.

The times we live in do not call for young couch potatoes but for young people with shoes, or better, boots laced. It only takes players on the first string, and it has no room for bench-warmers.

Dear young people, we didn’t come into this work to vegetate, to take it easy, to make our lives a comfortable sofa to fall asleep on. No, we came for another reason: to leave a mark. It is very sad to pass through life without leaving a mark. But when we opt for ease and convenience, for confusing happiness with consumption, then we end up paying a high price indeed. We lose our freedom.

Maybe it’s me, but that doesn’t sound like a 79-year-old Pope talking. It sounds like a regular person speaking directly to teens and parents in terms they understand, using metaphors and analogies that reinforce his points and further clarify his message.

That’s exactly what we should be doing as marketers. Speak to your audience instead of talking over them. Focus on saying something meaningful that motivates people to act instead of trying to impress them with big words and empty platitudes.

So how do you speak to your audience in a way that keeps them engaged and interested? How do you prepare? Pope Francis was asked the same question in a press conference after the World Youth Day festival. Here’s what he said.

I like to speak with the youth, and I like to hear the youth. They always put me in difficulty. They tell me things that I haven’t thought of, or that I’ve partly thought of. The restless youth, the creative youth, I like them! And thence I take that language. Many times I have to ask myself, “What does this mean?” And they explain what it means! They explain to me what it means. But I like to speak with them. They are our future, and we must have a dialogue. This dialogue between the past and the future is important.

If the Pope has time to speak with the youth of the world and, more importantly, can learn from them, can’t we as small business owners do the same with our clients and prospects?

Talk to them about something besides your product or service. Instead of assuming you know their pain points and desired outcomes, find out for sure. Learn from them. If you’re confused by their explanation, ask for clarification.

This is the most basic marketing research we can do. It’s also the most effective. It helps us develop and deliver a message that resonates with the people who need to determine if what we’re offering is worth their investment.

If you’re not prepared to put forth this effort, these comments from Pope Francis might apply to you.

It pains me to meet young people who seem to have opted for early retirement. I worry when I see young people who have thrown in the towel before the game has even begun, who are defeated even before they begin to play, who walk around glumly as if life has no meaning. Deep down, young people like this are bored – and boring!

For the record, I’m not Catholic and I’m not overly religious. I just happen to admire Pope Francis for a lot of reasons, including his ability to communicate.

I’ll read this message from the Pope to my daughters when they’re a little bit older. And I may just read it to some clients who are more interested in trying to sound smart to their target audience instead of helping them.

Is Your Website Content Invisible in a Sea of White Vans?

Thu, 28 Jul 2016 23:44:00 GMT

I was on the road earlier than usual one morning and stopped by Wawa for gas. For those of you outside of New Jersey and Pennsylvania, Wawa is a popular convenience store. A wonderful place with killer coffee, made-to-order sandwiches and, in this case, a massive gas station.

It was pretty much the trades and me at this hour – electricians, plumbers, painters, heating and cooling, etc. getting ready to start their day. I suspect this was the case because the Wawa lot was filled with nothing but white commercial vans.

The funny thing, or unfortunate thing, was that only one of these vans had any kind of signage. None of the others even had a magnetic sign with the company name.

If all of these white vans were parked next to each other, kind of like a police lineup, there would be no way to distinguish one from another. Frankly, I’m surprised that none of the van owners, after going inside to get their coffee and breakfast, mistakenly climbed into the wrong van when they returned to the lot.

When I got back to the office that day, a prospect inquired about website content. The company was completely overhauling its website and wanted the content rewritten.

I said that we would need to discuss the message page by page. To come up with a message that motivates people to act and converts visitors into solid business leads, I would have to ask a lot of questions .

The exchange went something like this.

Prospect: Can’t you just look at other websites for companies that do what I do? There’s plenty of information out there.
Me: But your content will end up sounding just like everyone else’s.
Prospect: So? We all do the same thing.
Me: That makes it even more important to explain how your company is different.
Prospect: But we’re really not.
Me: Then why should someone hire you?
Prospect: (silence)

In this person’s defense, what they were asking is exactly what many website companies do, especially those that claim to specialize in a particular area, like legal, financial and even photography. I’ve seen it firsthand.

They use templates and pretty much just swap out the company name, logo and contact information. Same site structure, same content, same design, same colors and fonts.

If you’ve ever wondered how a “specialist” can be so inexpensive, now you know.

Truth be told, I could have gone to the websites of similar companies to gather information. I could have searched for companies in different parts of the country to avoid what would amount to stealing from direct competitors. I could have written this person’s website content based on that information.

I could easily collect a check and the client would probably be satisfied.

But if this content was published, it would’ve been invisible in a sea of white vans, with no distinguishable characteristics whatsoever. The website would have been just another stop on a person’s journey to find that exceptional company that could deliver the desired outcome.

To Stand Out, Look Inward

To be honest, if you’re asked why someone should hire you and that question leaves you speechless, you have more than a website content problem. You have a business problem.

That doesn’t mean you’re screwed. And it doesn’t mean there’s no good answer to the question. It just means you haven’t given it enough thought to come up with a meaningful answer.

Just don’t look for the answer on a competitor’s website. That’s not the place to find out what makes you special.

Saying the same thing as everyone else won’t cut it. Saying the same thing in a different way won’t work either.

If your website content doesn’t convey your unique value proposition, you’re destined to be invisible in sea of white vans. The only way to be different will be to lower your prices. Unless you’re Walmart or Amazon, that’s a one-way ticket out of business.

For many companies, there’s something fairly obvious about their product, customer service, process, experience or location that’s uniquely valuable. This point of “uniqueness” can serve as the cornerstone of their website content.

If you’re in a highly competitive field, you may need to look inward and do some soul-searching. Dig deeper into your company values, why you got into this business in the first place, what motivates you and your team each day, and what you want to achieve for your clients.

This process for identifying your unique value proposition may take a bit longer. But the deeper you dig, the more likely you are to uncover a hidden treasure.

Sometimes it’s helpful to have an outsider assist with this process. Someone who is completely detached from your company and capable of objectively homing in on what your clients will perceive as valuable and worthy of their investment. If you’re struggling to come up with a message for your website content that’s uniquely yours, let’s talk .

Good Marketing Content Is Found in the Answers to Questions, Not a Magic Hat

Tue, 12 Jul 2016 19:11:00 GMT

I’ve had clients get frustrated or even mad because I asked a lot of questions. I guess they were under the assumption that I could just wave a magic wand, say a few magic words, and… poof! Out of the hat comes brilliant marketing content that brings in money by the truckload!

I like to think I’m reasonably good at what I do, but what I do does not include instant gratification. Or magic. Or in-depth knowledge of every organization on the face of the earth, what makes them special, and the needs of their target audience.

These unfortunate shortcomings of mine require me to ask questions. A lot of them. As I always say, my heavy lifting is done before I sit down to write.

Through initial conversations and research, I can gather general information about what a company does, who their target audience is, and what they’re trying to accomplish. But there are certain questions I have to ask to dig deeper.

The answers will help me develop a message that matters to your audience and moves the needle for your business.

There may be other questions depending on the company, the industry, the specific product or service, or the objective. But these are questions that I ask of just about every new client, especially when it comes to website content.

I strongly encourage you to ask yourself these questions before you develop your marketing content or hire someone to do it for you.

1) What are your ideal client’s most common problems or pain points?

You can’t be everything to everyone, so focus on the needs of your ideal client. Identifying your ideal client is a separate topic for another day.

Why would your ideal client be motivated to do business with you? What keeps them up at night? What causes them stress or hardship? What makes them unhappy? What would they like to change or improve for themselves, their family or their business?

Keep in mind that not all problems and pains are life and death. Maybe someone is driving a Honda and wishes they were driving a Lexus. Depending on your product or service, it could be more about filling a need or desire than solving what the average Joe would classify as a problem.

2) What’s your process for solving these problems or making the pain go away?

This allows you to answer the “what do you do” question in detail and differentiate yourself from competitors.

Unless you offer a product or service that’s completely unique and can’t be found anywhere else, your key points of differentiation are probably found in your process. Some are obvious. Some might require digging.

It’s important to uncover these key points and explain how they help you deliver value to your target audience. Otherwise, it’s easy to get stuck in the abyss of stale, vague and unsubstantiated marketing clichés, including but not limited to:

3) What are the results of doing business with you?

This is what people really pay for and care about – the end result. Answering this question is critical so you can use your content to preview the outcome of using your product or service.

Help people picture what life will be like when you’ve solved their problem, filled a need or desire, or made their pain go away. Sell the outcome and people will want your product or service.

4) What are the consequences of not doing business with you?

Marketers and business owners tend to focus on proving return on investment. In many cases, focusing on the return on not making an investment will have much more impact.

What pain points and problems could arise if someone doesn’t do business with you? What existing pain points and problems won’t go away? What will they be missing? Fear of missing out is a powerful motivator.

You don’t want to be a Debbie Downer and dwell on the negative, but there’s nothing wrong with agitating pain points as long as you don’t exaggerate or mislead.

5) What objections or misconceptions could be preventing your ideal client from doing business with you?

As part of the sales process, we all have to overcome objections. We all have to deal with misconceptions, assumptions or preconceived notions that could be holding up a sale. Why not let your marketing content do some of the work for you?

Instead of hiding from these obstacles or pretending they don’t exist, address them head on, and transparently, in your marketing content. Educate people about the truth and, as long as you live up to your claims, you’ll remove barriers to a sale.

Tap into an underused and often overlooked source of knowledge.

If you’re not sure how to answer or any or all of these questions, talk to your clients. They’re probably capable of answering these questions more accurately than anyone, including you, based on their own experiences. And they may share a few important nuggets that you hadn’t considered.

Don’t assume your clients are unwilling to share their insights. If that were the case, nobody would participate in surveys or review products. If you’ve taken the time to build relationships with clients, they’ll probably be happy to help.

You can’t just say the magic words to make magical words appear.

I wish I could just sit down and type. I wish I didn’t have to ask a lot of questions. I’d be able to charge lower prices and enjoy more free time.

But just like anything else worth having in life, I need to put a lot of work into content writing. Most of it doesn’t involve writing.

I can’t create a powerful marketing message and great content by saying the magic words. Neither can you.

If you’re thinking about updating or overhauling your marketing content, start by asking these questions. Listen carefully to the answers. Ask follow up questions. Record the conversation so you don’t miss anything important.

The deeper you dig, the better the message. And the greater the reward.

Why the Semicolon Should Stay Buried Beneath Your Right Pinky Finger

Tue, 21 Jun 2016 20:40:00 GMT

A client asked me to freshen up a six-year-old article and add some current information. No problem.

But as I read through the original article, there was one thing that stuck out like a jet black hair in a bowl of lobster bisque.

An overabundance of semicolons.

Maybe it’s just me, but when I see a semicolon, I don’t think about the relationship between what came right before and right after the semicolon. I wonder why a semicolon was used in the first place.

This particular content writing assignment inspired me to do some digging, so I Googled “what is a semicolon.”

My first stop was the Writing Center at the University of Wisconsin-Madison , which said:

Semicolons help you connect closely related ideas when a style mark stronger than a comma is needed. By using semicolons effectively, you can make your writing sound more sophisticated.

Um… what?

What does a comma have to do with connecting closely related ideas? And do people really associate semicolons with sophistication?

By the way, if you’re relying on any form of punctuation to sound more sophisticated, it’s time to pay closer attention to the words you choose and how you organize your thoughts.

Feeling even less comfortable with semicolons, my journey took me to ChompChomp.com – aka, Grammar Bytes – which offered three appropriate semicolon uses:

Use 1: Connect two related sentences.

Example: Grandma still rides her Harley motorcycle; her toy poodle balances in a basket between the handlebars.

Looks like two sentences to me. Why not just use a period?

Use 2: Team up with a transition—often a conjunctive adverb—to connect two sentences close in meaning.

Example: My father does not approve of his mother cruising around town on a Harley motorcycle; however, Grandma has never cared what anyone thinks.

Am I the only one who sees two sentences again?

Use 3: Avoid confusion when you have complicated lists of items.

Example: On a Harley motorcycle, my grandmother and her poodle have traveled to Anchorage, Alaska; San Francisco, California; and Tijuana, Mexico.

I guess I can buy this to an extent, only because the semicolon actually does something helpful by removing confusion.

If you have a complicated list in which individual list items contain commas, or lists within a list, using a semicolon wouldn’t be tragic. Personally, I still wouldn’t use one.

Grammar Bytes closes by saying:

Limit your use of semicolons; you should not scatter them wantonly throughout your writing. Semicolons are like glasses of champagne; save them for special occasions.

I’d rather save semicolons, and the word “wantonly,” for someone else to use. And I see four sentences.

Stop three was GrammarBook.com , which said:

It’s no accident that a semicolon is a period atop a comma. Like commas, semicolons indicate an audible pause—slightly longer than a comma’s, but short of a period’s full stop.

Finally, an explanation in layman’s terms that not only explains the structure of the mark, but what the mark should indicate to the reader!

Now it makes sense. Sort of. In theory.

The examples on this web page are still combinations of two standalone sentences, except for the complicated list.

Why You Will Never, Ever, Ever See Semicolons in My Content

I know what a period means. It tells me to stop for a second, collect myself and absorb what I just read.

I know what a comma means. It tells me to pause, take a breath, and recognize the separation of two pieces of information. It often provides clarification.

I don’t know what the hell to think when I see a semicolon. Apparently, it’s somewhere between a full stop and a pause. An awkward silence that creates more confusion than it removes. A painful hiccup.

If there’s anything I don’t want my writing to be, it’s “in between.” I don’t want to be “semi” anything. This is especially true for blog posts, but it applies to all kinds of marketing content.

When you’re writing, don’t waffle. Make a decision. Come to a full stop, or tap the brakes. Indecisive punctuation is just as bad as indecisive word choices.

If the Goal Is to Write the Way You Talk, What Does a Semicolon Sound Like?

David Ogilvy famously said, “Write the way you talk. Naturally.”

I know what a period sounds like. I know what a comma sounds like. The difference is sometimes subtle, but clear.

I don’t know what a semicolon sounds like. If I want my content to sound like a natural conversation, it makes no sense to use a semicolon.

I can’t. I won’t.

Back when I was writing radio commercial scripts, I could imagine the look on the voice talents’ faces if they encountered a semicolon.

If anything, a semicolon is a license to write a run-on sentence, which sounds awful.

A Semicolon Is Like the Human Appendix. It Serves No Purpose.

I’ve seen no use of a semicolon that makes me say, “Thank goodness for the semicolon. There was no other way to make it work.”

Even a complicated list could be presented as a bullet point list rather than separating each list item with a semicolon. Bullet points are easier on the eyes, too.

Most of the rationale for using a semicolon focuses on establishing a close connection or relationship between two sentences. But can’t you accomplish the same thing by making those sentences a separate paragraph or restructuring the sentences? Do you really want to rely on widely misunderstood punctuation to convey the closeness of your thoughts to your readers?

Before you use a semicolon, ask yourself if the reader will really get what you’re attempting to convey. Ask yourself if there’s a better way.

Hint: There’s always a better way.

For the sake of your readers, and for the sake of clarity, leave the semicolon under your right pinky finger.

Are You Prepared to Earn the Business of People Who Find You Online?

Tue, 07 Jun 2016 18:03:00 GMT

Recent research from Vistaprint confirms what we already know. The most common way for people to find out about a small business is through online research (36.7 percent).

Word-of-mouth was a close second at 35 percent, followed by social media at 13 percent and visiting a company’s store or offices at 8.4 percent.

Of course, what do people who find out about you through word-of-mouth do next? They go online to see what else they can learn about your business.

Even if they’ve already made the decision to contact you based on a trusted referral, they’ll want to get a better idea of who they’ll be contacting.

Which begs the question – are you prepared to earn the business of people who have a need for your product or service, found your company online, and need help making a decision?

To answer that question, you need to answer a few other questions.

Are You Providing Information?

Sounds simple enough, but if you go to most websites and social media business pages, you’ll find the name of the business, a list of products and services, and contact information. Maybe you’ll see a few empty marketing clichés, like “for all your (fill in the blank) needs,” “your full-service (fill in the blank),” friendly, knowledgeable staff,” and “best service.”

Which mean nothing because they’re vague, unsubstantiated claims that any company on the face of the earth can say.

People want more than that.

People go online because they expect to have instant access to virtually unlimited information. And they expect the companies they evaluate and eventually hire to be resources of information.

That information is what we in marketing circles refer to as content.

People want to be educated so they can trust you enough and feel confident enough in your capabilities to make a purchase from you. If you don’t provide information that builds trust and confidence, they’ll find another company that does.

And they’ll bring their money, loyalty and referrals with them.

Are You Delivering that Information in a Way that Matters to Your Ideal Clients?

In my last post, I discussed how to answer the “what do you do” question by getting beyond industry labels. You need to explain how what you do is relevant and meaningful, using relatable, everyday language.

When it comes to the information you provide online, you should follow the same approach and expand on that answer by identifying who specifically you serve and how you serve them.

If you try to be everything to everybody, you’ll just dilute your brand. You may as well just use that generic industry label.

If you target your ideal client with a valuable service offering, you’ll have a position that means something. A unique position that says your business is the best option for handling certain types of situations and solving certain problems.

Instead of being the estate planning attorney, for example, be the estate planning attorney for senior executives in the healthcare industry. Now you own a unique position in your market and in the minds of people who read your content.

Are You Telling Your Story?

Some people won’t care about how your company got started, the backgrounds of key people, your values, or your vision.

In many cases, those people are price shoppers who view you as little more than a commodity. They’re the most disloyal clients because they’ll jump ship as soon as they find a cheaper option.

Your ideal client will dig deeper. They want to hear your story. They relate when that story is authentic.

If all other things are equal, they may choose to do business with you if your story is aligned with their values. They may even pay a little more because they feel a stronger connection with your company based on your story.

However, they can’t connect with your story if you don’t take the time to share it. Tell it on your About page. Tell it in blog posts. Tell it in social media posts. Use real images and videos.

Assume people care. Because more often than not, your ideal clients will care.

Are You Telling People What to Do Next?

The call-to-action is woefully overlooked.

Suppose the ideal client found the information they wanted. They found it to be relevant and valuable. They connected with your story. They’re ready to engage.

But you haven’t explained what the next step should be or given them one final push in that direction.

Leave nothing to chance. Take nothing for granted.

Tell people what action they should take to do business with you. Include contact information on every page of your website. Make sure contact information is prominently displayed on your social pages.

And for heaven’s sake, please don’t just stick a form on your contact page without providing a phone number, email address and physical address. That’s a credibility killer .

Don’t assume that someone is so smitten that they’ll search far and wide for a way to get in touch. Assume more accurately that 12 other things are competing for their attention, so the slightest doubt or confusion could result in a lost opportunity.

Are You Prepared?

Take a look at your website and social pages. Put yourself in the shoes of your ideal client.

Are you doing enough to convert him or her from a passive visitor to an engaged lead and get them on the road to becoming a client?

Does your content make a strong enough case? Is it helpful, valuable and relevant?

Are you consistently developing fresh content to satisfy their cravings for information, or does your online presence consist of a bunch of billboards that sit on the side of the information superhighway and that never change?

Somehow, they found you online. You passed that part of the test. Now it’s time to turn them into clients.

If you need help developing content that moves the needle for your business, or you don’t have the time or resources to support a consistent content strategy, let’s talk . I can help you create content that people want, like, share, and remember.

How to Answer the “What Do You Do” Question

Wed, 01 Jun 2016 20:57:00 GMT

I went to a cold networking event this morning. I call it “cold” because it was my first event with this particular organization and I didn’t know anyone there. This is unlike my weekly BNI meeting , which is “warm” because I’ve been a member for almost two years and know everyone in the room.

Naturally, the first question you hear at a networking function when you meet someone for the first time is, “What do you do?”

Some people nail it. They capture their value proposition clearly and concisely. They inspire the other person to ask more questions. They start to build an actual relationship.

Others don’t nail it. They either give an abrupt, non-specific answer or ramble incoherently. In other words, they do everything but answer the most basic question someone can ask of a businessperson.

Meanwhile, the person who asked the question stopped paying attention. They’re already looking for a way to escape.

Guess which people get remembered and become referral partners.

It seems like a simple question, but too many professionals butcher the answer. This is an important part of your marketing and branding strategy that requires preparation.

There are certain things that every professional should keep in mind when crafting their response.

Don’t Stop at the Label

When someone is asked what they do, they often provide a label based on their profession or industry.

Financial advisor. Heating and air conditioning. Physical therapist. Electrician. Content writer.

Well, that’s the label. But that doesn’t answer the question you were asked.

What do you do ?

When you stop at the label, you’re telling the world that you’re no different from every other person in the world who shares that label.

There’s nothing wrong with using the label. It’s a natural, initial response when someone asks what you do. But if you want to be remembered, you have to say something to make that label relevant and meaningful to the person who asked the question.

How to Make Yourself Relevant and Meaningful

When you’re asked what you do, try to answer one or more of the following questions in one simple sentence.

What problem do you solve or need do you fill?

People don’t want your product or service. They want to know how your product or service can make their lives better.

What outcome do you deliver?

Help people understand how they’ll feel when they experience the results of using your product or service.

What is it about what you do that’s valuable or unique?

Again, you have to get people to think beyond a label so they can start to understand the difference between you and your competitors.

The answers to these questions take the conversation to a deeper level. Wheels start turning. The person you’re talking to may already be thinking about how they can use your product or service or refer you to someone else who can use it. At the very least, they think you’re a person worth getting to know.

Of course, it’s not just what you say, but how you say it. Use relatable, everyday language that people use in actual conversations. This is a big one.

The only thing more annoying than an endless ramble is a lame attempt at sounding smart by using big words and jargon.

Prepare, Prepare, Prepare

Explaining what you do seems so simple, which is why it’s often taken for granted – and the explanation is so often flubbed.

Answering any or all of the questions above requires careful thought and preparation. You need to get beyond stale marketing clichés and think about what really matters to people who want and need your product or service.

Here are a few examples from people who were obviously prepared at my last BNI meeting. They started their 30-second presentations by nailing the answer to the question, “What do you do?”

“I take pictures of people being themselves, not looking at me and smiling.”

Kim from Kim Schmidt Photography could have waxed poetic about how she captures precious moments, yada yada yada.

Instead, she explained her philosophy as a child and family portrait photographer and conveyed the value of her service in the simplest of terms.

The photography studio at the mall is fine for a lot of people, but that’s not Kim’s approach. People hire Kim because they want to see authentic emotions in their photos, not “say cheese.”

And she communicated that as clearly as she possibly could in one simple sentence.

“I help companies that are worried about their old IT assets ending up overseas or in a landfill.”

Ed Beitel of Securis could have launched into a laundry list of services related to hard drive shredding, e-waste recycling and data destruction.

Instead, he spoke directly to a pain point of companies in heavily regulated industries that have to be extremely careful about how they dispose of old IT assets.

Think about it for a second. Someone in the finance, healthcare or pharmaceutical sector probably won’t say, “Gee, I wish I could find a company that can securely and responsibly dispose of my assets.”

But they probably talk about things related to their job that keep them up at night. And now people know what to listen for during those conversations so they can send referrals to Ed.

“I can help you make sure your medical expenses don’t drain your wallet.”

Raise your hand if you have no idea what Aflac does, even after seeing that damn duck quack a million times.

Both of my hands are up. Well, they were until I met Victor.

Victor Crain , an independent agent representing Aflac, could have tried to compensate for years of ineffective corporate marketing by explaining how Aflac’s supplemental insurance fills gaps in traditional health insurance plans.

Instead, he tapped into a very real fear that so many of us share. If you become seriously ill or are injured in an accident, how will you pay your bills?

Victor also hinted at the outcome – having money left in your wallet after you get through such an ordeal.

I think it’s safe to say Victor’s explanation of what he does would inspire follow-up questions from quite a few people.

So… what do you do?

It sounds like a simple question. But if you don’t put enough thought into your answer, that’s where the conversation will end.

Build relationships and earn referrals by speaking the language of your target audience and keeping your answer clear, concise and relevant.

Do Old Rules About Emotion and Logic Apply to Content Marketing?

Tue, 17 May 2016 20:48:00 GMT

Do you think it needs to be more emotional?

That was one of the first questions from a recent client as we discussed her website content. Her company offers consulting on QuickBooks and other accounting software, as well as outsourced CFO services.

The question was more than fair. But as I gave my response, I felt like I was questioning everything I’ve always believed about how emotion and logic influence purchasing decisions.

I’ve always believed in the notion that people make purchases based on emotion and justify those decisions with logic and facts. But, like most marketing principles, it’s not nearly that black and white.

Emotion in the Response is More Important than “Emotion” in the Content

I first explained to my client that emotion isn’t just warm and fuzzy. It isn’t just tender moments. Emotions are positive and negative feelings, ranging from fear, anxiety and shame to happiness, surprise and excitement.

Next, I explained that a logical argument can elicit an emotional response. The emotional response is infinitely more important than having “emotional” content.

For example, this client can help a small business owner account for every dollar. They can use technology to better understand what parts of their business are profitable and what parts are bleeding. As a result, they can make better business decisions.

Pretty logical, the client thought. And not very emotional.

But if you’re a small business owner who has trouble managing the financial side of your business, wouldn’t you feel a flood of emotions when introduced to a company that could solve such a big problem?

Emotion and Logic Are Not Mutually Exclusive

The first thing to realize with emotion and logic is that they overlap. And one person’s emotion may be another person’s logic.

The example I just mentioned speaks to that fact. It also speaks to the importance of detaching from your business and approaching content from the perspective of your audience.

To the provider of accounting services, the message seems logical and fact-based. To the frazzled business owner, the message could trigger any number of emotions, from relief to joy to anticipation.

Instead of trying to label your message as emotional or logical, focus on what will motivate the prospect to take the next desired step.

If you’re not sure, don’t assume. Ask.

Ask your clients what you said in your content that caused them to research your company and eventually do business with you. You’ll probably get emotional reasons, logical reasons, and reasons that could be interpreted as both emotional and logical.

The right blend of emotion and logic depends on the product or service, the company, the target audience, or even the individual buyer. And it depends on where that buyer is in the buying journey.

But don’t get hung up on making the content emotional or logical. The label isn’t important because the label is often subjective.

What’s important is finding out what kind of message works.

Demand for Information Is Driving the Need for More Logic-Focused Content

For decades, marketers focused on emotional appeals. It was the classic, old-school sales pitch.

A lot of marketers probably took this approach because they didn’t have the facts to back up their emotional pitch. Or they were just blowing smoke.

Also, people haven’t always had the ability to instantly fact-check marketing claims, so marketers could get away with a lack of validation. We’ve only had anytime, anywhere access to information on our smartphones for about 10 years.

The problem with marketing based solely on emotion is that it often comes across as disingenuous. Sleazy. Even condescending.

Logic-based content may not always have the same impact as an emotional message, but the odds of a logical argument being perceived negatively are slim. Unless the logic is brutally flawed, which is a separate topic for another day.

Instant access to information has led to increased demand for information. People expect the seller of a product or service to provide information that backs up their marketing claims. Without concrete information, you have no credibility.

This is why content marketing is so important.

According to the Content Marketing Institute , content marketing is defined as “the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.”

In other words, provide people with the information they need and demand to earn their trust and business.

Why Do People Consume Content?

People don’t consume content because they want to be subjected to a sales pitch or an emotional appeal.

People consume content because they want to be educated. They want clarity. They want to overcome skepticism. They want to remove as much doubt as possible from their final purchasing decision.

This requires logic and fact-driven content.

Just don’t get too deep in the weeds. Analysis paralysis sets in when you go overboard with facts and data points and logical arguments, hoping one will trigger action. All good marketing, including content marketing, is simple and focused.

To be clear, you can and should incorporate emotion into your content. Just be careful to keep it real, relevant and relatable. Sometimes the most effective sales tactic is the non-sell. Just present information clearly and consistently, and let it sell itself.

To Answer the Original Question…

Do old rules about emotion and logic apply to content marketing? No.

The old advertising model says to:

Content marketing is about pulling people in with information and a value proposition, not pushing out sales messages. It’s about building credibility and trust by providing content with substance. It’s about helping people.

Should emotion be a part of the equation? Absolutely. How can you not get an emotional response if you truly help someone?

And that’s the key. Focus on getting an emotional response .

Whether you perceive your content as emotional or logical is irrelevant. The only thing that matters is the connection it makes with your audience.

Why You Should Plant Your Content on Your Home Turf

Tue, 26 Apr 2016 17:52:00 GMT

This weekend, my family is moving. It’s kind of bittersweet because my wife, Kelly, and I got married two weeks after we bought the 70-year-old house we’re selling. And one week before water poured through the kitchen ceiling from the upstairs bathroom.

Good times.

I remember bringing our first daughter, Caitlin, home from the hospital almost six years ago and having no idea what to do next. By the time our second daughter, Cassidy, was born three years later, we were old pros, so we just wanted to get the hell out of the hospital and sleep in our own bed.

At that point, my luxurious home office on the second floor was converted into Caitlin’s new purple bedroom. After working from a subterranean bunker for three years, I’m looking forward to having an office with a view.

Last weekend, as I gazed out the window of my palatial new workspace, I noticed that on each side of my property, there’s a tree right on the property line. Which begs the question…

Who owns the trees?

Fortunately, I’ve met the neighbors on both sides. Extremely friendly. Even if there was an issue, I’m sure it could be resolved over a bottle of wine or an icy bucket of brews.

But what if they were a—holes?

Would they hack off the branches on their side of the property? Would they throw hissy fits about who was responsible for pruning, pulling weeds, and cutting grass? Would they dare decorate my side of the tree with holiday lights that blink?

I can deal with a few weeds. Lights that blink? Don’t even.

Of course, if I decided to move into my new house and plant a tree in my neighbor’s yard, you would call me an idiot. And rightfully so.

That’s why I shake my head when business owners and marketers publish content on Facebook and LinkedIn, or post videos on YouTube, while ignoring their home turf.

I’m not talking about a funny meme or a photo with an inspirational quote. I’m talking about a blog post or article. 500 words, 1,000 words, 2,000 words, whatever. Something that requires effort and investment.

Great content will show up in my news feed, but there’s no trace of that content when I go to the company website.

It’s one thing to republish or repost. It’s quite another to skip your home turf completely. Or to decide you don’t need a website or blog because you have access to all of these “free” platforms.

You came up with the topic. You researched it. You wrote the content. You’ve built a following of connections and followers who read your content. You did all these things or paid people to do it for you.

Why let another person or platform benefit from your hard work? Why let someone else control how your content is used? Why let them get the search-related benefits?

Suppose your platform du jour goes belly up. Suppose they decide to charge users a monthly fee. Suppose they decide to charge users a fee to keep their content accessible. Suppose they start running ads that cover up your content and annoy your readers. This is the kind of stuff that can happen when you don’t own the platform or the content.

Before you laugh, a lot of company’s went gangbusters on Google+, banking on the search benefits while assuming a platform with Google in the name could only succeed. But Google+ can’t gain any traction. Each facelift reminds me of the new Jan Brady more than anything else.

By all means, use social media to promote your content. By all means, republish and repost when it makes sense. Get your content in front of as many eyes as possible. But make sure all of your marketing content has roots in your home turf.

The only exception is when you’re invited to guest post and required to provide unique content. In that case, if you want the exposure, you have to play by their rules. I’ve accepted those offers when it was worth it and declined when it wasn’t.

Otherwise, don’t plant trees in your neighbor’s yard. Stick with your home turf.

Own it. Control it. Reap the rewards.

Google Doesn’t Want You to Smother Your Burger with Ketchup

Tue, 12 Apr 2016 17:45:00 GMT

I’ve never put much stock into what Google wants.

Ever since I launched my content writing business 10 years ago, I’ve been telling clients that their top priority should be to write for their audience. Provide the information they want using language they understand.

I was always frustrated by content that was overstuffed with awkwardly placed keywords. I never understood the point of driving people to a web page, only to find content that had to be butchered to get you there.

That whole approach is like covering both sides of a burger and the outside of the bun with ketchup. I love ketchup, but too much ruins the burger.

For me, the burger is perfect when ketchup is carefully applied to the top of the meat, preferably in a spiral pattern from the center to the edge. This ensures equal coverage and the right amount of ketchup in every bite.

I also don’t like when bacon hangs over the edge of the burger. I tear off the overhanging ends and put them on top of the meat so I get bacon in every bite.

My wife laughs at me, but it’s totally worth it.

I’m that particular with marketing content, too. Because it should be equally appetizing.

Fortunately, Google no longer requires you to smother your content with ketchup to reach the top of search results.

The Search Rules Have Changed

About five years ago, I wrote a product review for an online tool that was designed to help writers create more search-friendly content by making minor tweaks instead of reinventing the wheel.

I remember that simply moving a keyword from the end of the headline to the front of the headline could get your SEO “score” from the yellow zone to the green zone. Adding a single keyword in the first few lines of content could boost your score from the 50s to the 70s.

I also remember thinking that if it was this easy to beat the system, there must be something wrong with the system.

That tool no longer exists. Because the system has changed.

How Search Has Gotten Smarter

Search isn’t just about keywords, and it hasn’t been for years. The most recent advances are far more sophisticated.

Today, artificial intelligence is playing a bigger and bigger role in search results. Of course, the concept isn’t new.

Remember A.I. Artificial Intelligence , the Steven Spielberg movie with Haley Joel Osment? Osment played a childlike robot-droid-cyborg that could feel emotion. That movie is 15 years old.

I guess you could say RankBrain plays the role of Osment’s character in the world of Google search. Without getting into technical minutiae, which I’m not smart enough to explain anyway, RankBrain is the artificial intelligence platform that helps Google deliver relevant search results for long and often vague queries.

In other words, RankBrain takes your long and winding query and, in real-time, figures out what you’re looking for. It’s a form of machine learning. In many cases, the machine can give you an answer before you’re done asking the question.

According to the Content Marketing Institute article that inspired this post, Google uses more than 200 search signals to rank websites and content. RankBrain is now the third most important of these signals.

It’s a critical part of the shift from text-based search to semantics-based search. Instead of giving people what they type or say, anticipate what they want and need.

“Write the Way You Talk. Naturally.”

Those are the words of David Ogilvy, the original Mad Man.

The key takeaway here is that the most effective way to make a connection with your target audience is and always has been to write content as if you’re having a one-on-one conversation.

If you need another reason to write like people talk, consider the fact that more and more people search like they talk.

They don’t just type keywords and locations. They don’t get hung up on figuring out exactly what they should tell Google so they get the most relevant results.

Today, people just ask questions. Specific, natural-sounding questions that require specific answers. Questions that Google and other search engines have gotten really good at answering.

Actually, you can just tap a button in your browser and speak your query. In some cases, the results will be spoken back to you. More proof of the importance of speaking naturally in your content.

If you’ve always written content that provides valuable, relevant information and speaks the language of your target audience, keep up the good work. You’ll love the way search works today.

If you’ve always tried to game the system and changed your approach to content writing every time Google announced an algorithm update, you probably wasted a lot of time. But all is not lost.

I hope the trend towards natural, conversational queries – and the ability of search engines to understand them – will convince you that focusing on the needs of your audience and using language they understand is no longer just an algorithm-proof strategy.

It’s a strategy that’s supported by today’s search algorithms.

Yes, keywords and links still matter. Social signals are helpful. You need a mobile-friendly site. Pages should load quickly. Longer content seems to rank better, although I believe content should be as long as it takes to make your point powerfully and thoroughly. Not a word longer.

Honestly though, I still don’t care what Google wants. I care what the reader wants.

But after years of white hat, black hat, penguins, pandas and hummingbirds, Google search results are more closely aligned than ever with the wants and needs of its users. People who rely on your business for helpful information and solutions to their problems.

You don’t have to smother the burger in ketchup. Use just as much as you need to make your content appetizing and let Google deliver it to your audience’s table.

How Business Blogging Mirrors BNI, and Why You Should Be Doing Both

Tue, 29 Mar 2016 21:07:00 GMT

In October 2014, I joined BNI Tigers, a local chapter of Business Network International. BNI has more than 7,000 chapters and about 186,000 members in more than 60 countries.

Today, about 20 percent of my monthly income can be traced back to my BNI chapter. Not too shabby for a year and a half.

I joined BNI Tigers after I was contacted by someone who read one of my blog posts on LinkedIn. That means all of my BNI business can be traced back to the McBlog.

Not too shabby for a content writer flying solo in the swamps of Jersey.

Why Most Networking and Marketing Fail

Generally speaking, networking and marketing have a lot in common. Most people go to networking meetings and wander aimlessly, hoping to bump into someone who will hire or refer them.

Yet they rarely stray more than five feet from the bar.

Some people show up to networking events armed with their sales pitch and a stack of business cards, shoving both down the throats of anyone who is unfortunate enough to be cornered. Others collect as many business cards as possible so they can add people to their email list or hit a certain number of connections on LinkedIn.

And solicit their connections’ connections.

Most businesses take a similar approach to marketing. Throw it on the wall and see if it sticks. Their marketing is reminiscent of King Kong – or a 2-year-old.

They stand tall, scream loudly, and beat their chests so people will pay attention. The message is usually a boastful, self-serving sales pitch.

Is anyone shocked that most networking and marketing is a complete waste of time and money?

When I first made a conscious effort to take my company from side business to full-time business, I was a fixture on the networking circuit. I made some good connections, but I didn’t make much money. Definitely not enough to justify the investment of time.

My Business Took Off When I Got Serious About My Blog

Let’s get one thing out of the way. You don’t have to be a writer to succeed with blogging.

Anyone with knowledge, passion and a plan can use a business blog to make money. The only advantage of being a writer is that I don’t have to hire someone to do the actual writing.

When I started blogging consistently, week after week, people started finding me on Google. More people viewed my LinkedIn profile, commented on my posts, and invited me to connect. I was invited to speak about marketing at a local chamber meeting. One of my posts was credited as a source in a book about marketing.

In some cases, I received inquiries immediately after someone read a post. In other cases, I received inquiries from people who had been reading my blog for months or even years. I used the blog to earn their trust, and they called when they had a need.

That’s the beauty of blogging for business. If you’re consistent and provide people with valuable, helpful information, the blog will never stop producing leads.

Just last week, I got a call from a woman who Googled “Jersey Shore copywriter.” On the first page, she found a post I wrote three years ago about the Jersey Shore being open for business after Superstorm Sandy.

Three years later, it converted a somewhat random search into a paid client. Cha-ching.

As valuable as my blog had become, I knew I had to establish more of a local presence and find a model of networking that actually worked. That’s when I joined BNI.

Visibility. Credibility. Profitability.

When you join a BNI chapter, you have to go through Member Success Program training. The idea is to learn how to make BNI work for your business.

The most memorable part of my training session was the jerk sitting next to me who just kept staring at the ceiling and rolling his eyes before leaving early. There’s one in every crowd, but don’t let those people take your eye off the prize.

The second most memorable part was the explanation of how BNI helps members build visibility, credibility and profitability.

You build visibility by showing up for networking meetings every week, delivering a quick presentation about your business, and scheduling longer one-to-ones with fellow members outside of the meeting. Because BNI is category-exclusive, none of your competitors can gain that kind of visibility in your chapter.

You build credibility by showing you know what you’re talking about. In addition to your weekly presentation, members deliver longer presentations during the meeting on a rotating basis. This allows you to dig deeper into what you do, the value of what you do, and who your ideal referrals are.

After you build visibility and credibility, you build profitability when a member of the group has a need for your product or service, or refers you to someone who does. You take profitability to the next level when those referrals begin to refer you to their contacts.

Incidentally, I’ve just started to get into that third tier of referrals during the past few months. Exciting stuff.

The BNI-Business Blog Parallel

When visibility-credibility-profitability was explained, I instantly made the connection to business blogging.

You build visibility by blogging consistently and sharing your posts with your network. You build credibility by sharing helpful, useful information. You build profitability when people who read your blog hire or refer you.

One of my favorite things about BNI is its structure. I don’t have time to wander aimlessly at networking events. BNI allows me to seek out fellow members who I can refer people to, and vice versa. Effective BNI members are committed to showing up every week and helping each other grow their businesses.

That’s the whole “Givers Gain” philosophy of BNI. You gain more by focusing on how you can give to fellow members. If you show up and start tossing around cards and brochures like a blackjack dealer, you’re kind of missing the point.

A good business blogging strategy should have a similar structure. Instead of throwing stuff up against the wall and seeing if it sticks, consistently publish posts every week, every other week, or whatever frequency works for you. Just do it consistently. Share your posts on platforms that cater to your audience.

An effective business blog also focuses on the needs of the reader. Instead of pounding people over the head with a sales pitch, you educate people and become a trusted source of information and knowledge.

Like BNI, business blogging works when you focus on helping people, not selling to people. That’s how you build relationships. That’s how you earn trust.

And that’s how you make more money.

An Invitation to Grow Your Business

When I joined BNI Tigers in October of 2014, we had 24 members. Today, we have 44 members. Some drive an hour every week because the group is that strong.

We’re hosting an Open House on Thursday, April 21 at 7 am at the Windsor Athletic Club, 99 Clarksville Road in West Windsor. I invite anyone in the Central Jersey area to attend as my guest and see how BNI works.

If you know of anyone who might be interested in attending, please share this blog post with them or use the invitation below, and ask them to contact me . For more information about BNI and the business categories represented in our chapter, go to www.bni-tigers.com .

If you’d like to discuss how a business blog can help your company build visibility, credibility and profitability, let’s talk. Call me at 908-907-0031 or email info@scottmckelvey.com .

The Danger of Having Too Many Cooks in Your Marketing Kitchen

Wed, 23 Mar 2016 01:05:00 GMT

About a month ago, I wrote website content for a company that provides an outsourced professional service for mid-sized businesses. Before I sat down to do any writing, the client and I spent more than an hour discussing the content for each page, the needs and frustrations of their clients, competitive differentiators, and the results delivered by this company.

After that conversation, the client said, “I’m so glad we did this. I feel like you really understand what we do now.”

Based on that conversation and other information that was provided, I wrote the content. It was a relatively small website. About eight pages.

The client’s initial response?

“First pass, looks amazing! A few comments/additions.”

Exactly what I like to hear. But when we had our follow-up call to discuss the content, I heard exactly what I do not like to hear.

The conversation went something like this.

Client: I had a few of my friends read this. They all said it’s too long and too wordy. One said she would leave a website if she saw this many words.

Me: All of the content is on one Word document. Do they realize it won’t all appear on the same page?

Client: I don’t know. Maybe they couldn’t visualize how it would look on separate pages of the website.

Me: Did they point to any specific parts that they felt were wordy?

Client: No.

Me: Well, that kind of feedback isn’t particularly helpful. I’m going through the content as we’re talking and there are fewer than 200 words per page. That’s not a lot. We want to be concise, but we also have to be thorough so people know what you do, the problems you solve, and why they should hire you.

Client: (silence)

These people had other feedback that, to put it mildly, I didn’t agree with. I asked about the backgrounds of the people. All had ties to marketing and business that were loose at best. But they all did have one thing in common.

None of them were part of that hour-plus conversation about what we were trying to accomplish with this company’s website content.

I harbor no ill will against this client. She’s making a major investment in her business. She was just looking for input from people she trusts to make sure she gets the highest return on that investment.

Unfortunately, this process was having the opposite effect.

The feedback that came directly from this client was completely valid, helpful and very minor. But people who had no idea what we discussed before any content was written – the strategy behind the words – took this client from being excited to having all kinds of doubt.

This scenario is not uncommon, especially for small businesses that don’t have a marketing department, or a single dedicated marketing person for that matter.

I love what you wrote. But let me run it past a few people.

Ugh. Why?

Whether you have a marketing department, a marketing director, or a marketing hat, someone needs to own the process.

Someone has to make the final call. And you need to trust that person’s decisions.

I’m confident that this particular client will ultimately follow her gut instinct and trust my expertise. But think about what would have happened if she got all these opinions and acted on them.

Suppose I cut content because an outsider said it was too long and wordy, even though they didn’t point to specific examples. The content would be incomplete and less compelling. Opportunities would likely be missed.

If you want feedback from other people, they need to be qualified to provide that feedback. They need to be involved in the process from the beginning.

If you’re paying an outside professional to perform a service, make sure you trust that person or company enough to heed their advice. If you won’t let someone do the job you’re paying them to do, you hired the wrong person.

More cooks do not translate to better marketing decisions.

They just make those decisions harder.

I work with a financial planner who handles my retirement accounts and life insurance. The only people involved in the decision-making process are the planner, my wife and me. If I didn’t trust his expertise, I wouldn’t have allowed him to handle my massive (I wish) wealth.

Marketing is no different. When you make changes based on unqualified or uninformed feedback – whether that feedback comes from employees or outsiders – you start chipping away at the foundation of your strategy. You dilute your message. You slow down your processes. You overthink things. You lose confidence and abandon potentially great ideas.

Instead of trying to build consensus with cooks who have no business being in your marketing kitchen, build the right team. Commit to that team. Trust that team. Trust your own instincts.

And if you don’t trust your marketing instincts, remove yourself from that part of your business and make someone else the head cook.

Trust smart cooks. Not more cooks.

Why Captain Obvious Should Sign Off on Your Marketing

Tue, 15 Mar 2016 20:21:00 GMT

When I stand up and deliver a little spiel about my business during a weekly networking meeting, I often discuss the value of a business blog. How it helps you build trust, educate, establish your expertise, improve your search ranking, and earn the reader’s business or referrals.

Last week, somebody in my networking group approached me and asked, “What’s a blog?”

Yikes.

Not “yikes” because that’s an unreasonable question. “Yikes” because I just assumed everyone knows what a blog is.

As business owners and marketers, it’s our responsibility to assume nothing. We can’t assume people have a certain level of knowledge about what we do. We can’t assume people will be able to connect the dots on their own.

We need to do the opposite.

Leave no doubt. Leave no room for interpretation. Be crystal clear. Be precise. Do all of these things while speaking the language of your target audience.

Be Captain Obvious.

Years ago, I stopped saying “copywriting” during conversations after I realized some people were confusing it with “copyrighting.” I write content, or copy. I don’t do anything that involves a “C” with a circle around it.

On paper, “copywriting” is fine. In conversations, it’s not always obvious.

Here are a few examples of places where it’s critical to be obvious.

Does the home page of your website explain what you do and the value of what you do? Is that explanation clear and indisputable to someone who isn’t as familiar with your industry and product offerings as you are?

If it takes someone more than a few seconds to gain at least a basic understanding of what your business has to offer, there’s a good chance visitors won’t get beyond the home page before they bounce away to a competitor.

Does the headline of your blog post set an obvious, specific expectation for the reader? Most people don’t have the time or the patience to read content with the hope that they’ll find something of value.

Does your marketing content, whether it’s a website, brochure, email, or LinkedIn page, convey at least one clear distinction between your company and your competitors? Without an obvious differentiator – a real differentiator, not an empty marketing cliché like “best service” – there’s nothing separating you from the pack.

Does your call-to-action tell your prospects exactly what action you want them to take? Are the steps required to take that action as clear and easy as they could possibly be?

I read an article on HubSpot that explained how an online retailer got 49 percent more people to add products to their carts. They changed a button. Instead of simply showing a picture of a shopping cart inside the button, they included the words “Add to Cart.”

That’s the difference between assuming the next step is obvious and removing all doubt.

“Obvious” does not equal “boring.”

It’s easy to get caught up in features and benefits and bells and whistles. It’s tempting to try to be creative and funny. After all, being obvious is widely viewed as being boring and even unsophisticated.

But before you hit “publish,” “send” or “print,” ask yourself one question.

Are my features, benefits, bells, whistles, creativity, and humor making what I do and my core value proposition less obvious?

If they are, you’re increasing the risk of losing the sale.

I’m all for features, benefits, bells, whistles, creativity, and humor if:

Hate to burst your creative bubble, but in many cases, the most effective way to win someone’s business is with a very direct, straightforward message that shows how you can solve a problem, fill a need, or make someone’s life better.

When it comes to marketing, being Captain Obvious is better than getting lost in a land of confusion. As Phil Collins used to say.

Is Marketing Snobbery Causing You to Leave Money on the Table?

Tue, 08 Mar 2016 17:58:00 GMT

Last week, a colleague from a local marketing company emailed me to see if I was available to write content for fax blasts on short notice. Part of me thought it was a joke.

A few years ago, a client scolded me for not having access to a fax machine. I tried to explain that I can accomplish the same thing by scanning or snapping photos of documents and emailing them. This client basically accused me of heresy.

Other than that, I probably hadn’t uttered the word “fax” in about 10 years.

The Fax Blast Blows Up

So I called my colleague to get the details about his proposed fax blasts. He explained that his client had a ton of fax numbers from former customers. The cost to do a fax blast was just under $200, so the client figured it was worth a shot.

His first fax blast brought in $14,000.

I’m no math wiz, but that sounds like an ROI of about 7,000 percent. That’s no joke.

I’m leaving out details about this company’s industry and product offering because I don’t want their competitors to steal the idea. Obviously, it’s an industry in which faxes are still widely used.

After the success of the first fax blast, this company bought a list of fax numbers for thousands of companies in their desired vertical. The next phase would include a more targeted approach. I was brought in because the client wanted to do some A/B testing to determine if value-based or price-based messaging would be more effective.

I never thought I’d say what I’m about to say, but I’m very curious about how this round of fax blasts will turn out.

Marketing Delivered to Your Front Door

I was recently approached by Paul at NJ Flying Flyers about writing content for his website and blog. NJ Flying Flyers distributes door hangers to the front doors of people’s homes in New Jersey.

Honestly, I didn’t realize that there were companies that specialized in this service, although I never really gave it much thought. I incorrectly equated door hangers with menus from local restaurants.

Then Paul started to explain his value proposition. Door hangers are highly targeted to specific neighborhoods. Unlike direct mail, door hangers aren’t jammed in mailboxes with advertising from competitors.

Door hangers occupy prime real estate. Literally. This exclusivity allows advertisers to avoid coupons and discounting and focus on conveying the value of their products and services.

What blew me away is the real-time delivery monitoring. All delivery people are equipped with GPS devices that allow the advertiser to see their door hangers delivered in real-time through an online interface.

Pretty cool technology that adds a layer of accountability, especially when you consider the challenges created by online ad fraud, ad blocking, and inadequate ad viewability guidelines.

And it’s not just restaurants. Door hangers are used to promote fitness centers, chambers of commerce, live events, auto sales and service, home improvement, and other products and services.

Consider me educated.

“You can’t build thought leadership with a blog.”

That was the statement of an executive during a marketing meeting that I was privileged to attend a few years ago. I was a communications and public relations consultant for this organization at the time.

For some reason, “blog” was a dirty word at this place. Blogging was viewed as a low rent form of marketing.

I didn’t push it because my pleas to launch a blog would have fallen on deaf ears due to the political nonsense going on behind the scenes. The actual marketing people thought it was a great idea, but that was as far as it went.

This company was always looking to place articles in trade publications, but refused to do the same on a platform that they owned and controlled. A platform that could drive traffic and improve search rankings. It basically came down to a mischaracterization of blogging by a few influential people.

I eventually left that company to take my business full-time. Ironically, I was able to make that leap because my blog produced the leads that turned into my biggest clients. Go figure.

Are we too dismissive?

I’m not writing this post because I think every business in the world should be faxing and hanging flyers on people’s front doors. I don’t think we need to get on the phone with every salesperson who calls or emails to pitch some form of advertising.

I do think every company should be blogging , but that’s a separate topic for another day.

I’m writing this post because I wonder if we as business owners and marketers are sometimes too dismissive of marketing tactics that aren’t particularly sexy or trendy.

A bit snobbish, you might say.

I embrace my background in radio because it made me a better writer. I also think it’s a ridiculously effective marketing channel because it gives you the opportunity to speak to potential customers for up to 60 seconds. Yet so many people dismiss radio because it has been around for more than 100 years.

In today’s ultra-competitive marketplace, don’t we owe it to ourselves to leave no stone unturned when it comes to finding ways to grow our businesses?

Depending on your company, an article published in the local weekly newspaper could generate more business than a Facebook advertising campaign. Better yet, think of what you can achieve by doing both.

Let your competitors be marketing snobs.

Keep your mind open to all opportunities and invest in marketing that works, not marketing that’s “cool.”

How You Know It’s Time to Hire a Content Writer

Tue, 23 Feb 2016 22:07:00 GMT

I know what you’re thinking. Another self-serving, “please hire me” sales pitch. But hear me out.

I’m writing this post because of the stories people tell me before they hire me. Real world stories of wasted money, wasted time and wasted opportunities.

If you can afford to waste money, time and opportunities, you won’t find this post helpful. You can stop reading.

If your new marketing initiatives are stalled or taking too long to get off the ground, or you’re not satisfied with the results of your current and past marketing programs, it could be time to hire a content writer. Here are the tell-tale signs.

Your marketing project is stuck in neutral.

I spoke to a woman who has been trying to write her human resources firm’s website content for more than a year. Not only does she struggle to find time, but she “hates” everything she writes.

When marketing stops, business suffers. I wonder how many opportunities have been lost because her company couldn’t launch its new website.

To be fair, this isn’t just about business owners who are trying to save a buck by turning content writing into a DIY project. This is about marketing firms and web developers who don’t include content writing in their proposals, or they don’t make it clear that content is the client’s responsibility.

Which I believe is a serious dereliction of duty on the part of the marketer or developer.

The majority of my website content writing clients come to me because their website projects have been on hold for quite some time.

The design is done. The site is built. But there’s no content.

Content writing is as specialized a discipline as design, development, SEO or video production. If you don’t account for content writing out of the gates, you’ll eventually get stuck.

Or you could just hire a content writer.

You keep asking for validation.

If you wrote your own content or had it written by your cousin who wrote for his high school newspaper 20 years ago, you probably keep asking people, “So whaddya think?”

What you’re really doing is looking for validation. Validation that says your content is wonderful even though you didn’t hire a professional. Validation from people who probably aren’t qualified to evaluate the quality of your content.

If you keep asking for feedback, you need to a hire a content writer. A content writer who isn’t afraid to tell you when content is bad and knows how to fix it.

You’re a great talker, but not a writer.

This happens a lot. Most great talkers can’t take what they say so eloquently in a conversation and transfer that eloquence to paper or a monitor.

In their defense, a lot of content writers fail to overcome this challenge because they don’t pick up the phone. They ask you to provide the information they need by email.

This lazy approach ignores the client’s strength. It eliminates the opportunity to ask follow-up questions. And it delays the project because the client is being forced to do what they don’t do well.

You need to hire a content writer who’s willing to pick up the damn phone .

I typically record calls with my clients. This allows me to listen instead of scramble to take notes. I don’t have to disrupt the flow of the conversation to have something repeated. It reduces errors and confusion. And it helps me capture the client’s voice and personality.

I recently interviewed a physical therapist while he was on his way to the office. I interviewed the director of a school for children with autism during her lunch break. Both clients told me how relieved they were that they could provide me with the information I needed by simply having a conversation.

You took the cheap route.

Sorry, but when you went cheap, you didn’t hire a content writer. You looked for a quick fix to a complex problem at the dollar store.

And you got what you paid for.

I was recently hired by a wellness company that initially tried to beat me up on price. They pointed out that my price was so much higher than the overseas content writer who I would be replacing.

I was very curious if this content writer had a name, if English was their first language, and what their process was for gathering information.

However, I simply responded to this client by asking why they would expect me to match or even come close to the price of a content writer whose work left them unsatisfied.

End of “negotiation.”

If you’re thinking about hiring a dollar store content writer, think about the cost in terms of wasted time and lost business. Then hire a professional and save yourself the aggravation.

You’re too close to it.

In this case, “it” can refer to your company, your products and services, or your industry jargon. “It” could also be a 20-year-old message that you’re clinging to even though your business, your audience and your competitors have changed.

If you can’t detach yourself from “it,” you’ll never be able to analyze it objectively. This can also prevent you from making the changes needed to develop a powerful marketing message.

A content writer has no emotional attachment to your business or your products. A good content writer is only interested in helping you achieve your goals, whether that means building on a tried-and-true approach or tearing everything down and starting over.

If you’re too attached, it’s time to hire a content writer.

Marketing lives on the backburner.

When things get busy, marketing is the first thing that gets pushed to the backburner. In the life of a small business, every day is busy, even if that day involves nothing but the routine tasks required to keep the lights on.

Take the company blog, for example. A lawyer recently told me that all of the partners in his firm rotate blogging responsibilities. Naturally, the blog hasn’t been updated in months. They all claim to be too busy, and they don’t view the blog as a priority.

If you want your content to be delivered on time every time, and you want that content to be a top priority, you need to hire a content writer.

There’s nothing behind the words.

There are a lot of people who are fantastic writers. They can wax poetic like nobody’s business.

Unfortunately, poetic waxing is not the same as effective marketing.

Beautiful words mean nothing if there’s no marketing strategy behind them. Beautiful words mean nothing if they don’t persuade someone to take a specific action. Beautiful words mean nothing if they don’t convert readers into customers and referral sources.

Back in my radio days, I worked with a sales rep who wanted to write her own commercial scripts. To her credit, she was an excellent writer.

She was involved in a local theatre company, and she loved to write scripts with dialogue between two or more characters. Not surprisingly, she would always cast herself as the lead.

The problem with most of her commercials was that you couldn’t figure out what the hell she was trying to sell. The commercials were chock full of drama, suspense and humor. Some could probably win an award.

But they weren’t making much money for the advertisers. She was eventually banned from copywriting, which also allowed her to spend more time (gasp) selling.

Words that don’t lead to dollars are just words. If words help you make money, they qualify as marketing content.

If your words sound nice but don’t produce leads, it’s time to hire a content writer.

Do any of these scenarios sound familiar? Maybe it’s time to… well, you know. Let’s talk .

Tales from My Weeklong Odyssey: How Companies Won and Lost My Business

Tue, 16 Feb 2016 20:01:00 GMT

It was an equally exciting and stressful week for my family as we put our house on the market, moved closer to finalizing the purchase of our new house, embarked on our first family bowling excursion, celebrated Valentine’s Day, and enjoyed a three-day weekend.

Well, my wife, Kelly, and our daughters, Caitlin and Cassidy, enjoyed a three-day weekend. I worked on Monday. A glutton for punishment, I guess. But at least I got to have lunch with my three valentines, pictured above with their Valentine’s Day flowers.

During this weeklong odyssey, some people earned our business and others lost it. Upon further reflection, as someone who notices all the details related to marketing and the customer experience, I thought I’d share exactly how my business was won and lost.

A Tale of Two Insurance Companies

Since Kelly got her driver’s license, she’s always used the same auto insurer. It’s a company that only operates in New Jersey. I switched my auto insurance when we got married and we bought homeowner’s insurance through the same company so all of our coverage would be under the same umbrella.

We needed to get a quote for homeowner’s insurance for the new house and get that squared away for the mortgage company. Kelly is loyal to her insurance company and asked what they would need to provide a quote.

The insurance rep’s response? “40 minutes on the phone.”

Suddenly, Kelly wasn’t feeling as loyal. She pointed out that we had received a quote from another company, and all they needed was some basic information. They researched the rest on their own.

The insurance rep’s response? “If you move your homeowner’s insurance to a different company, you won’t get the bundle discount.”

He obviously didn’t consider the possibility that we may switch our auto insurance policies, too.

Kelly’s response? “You realize you’re making our decision very easy, right?”

The other company Kelly spoke of was AllState. I’ve become friends with a local rep through a networking group, and he provided me with a quote – more as a courtesy for comparison purposes because we had no intention of switching.

Three things ultimately led us to switch anyway.

First, the New Jersey company never reviewed any of our policies with us in the seven-plus years that we’ve owned our home.

Second, they had access to the same information as the AllState rep but required a 40-minute phone call to provide a quote. Maybe the rep from the New Jersey company was a contact center agent and not properly trained. Maybe AllState has more resources. Or maybe this particular AllState rep was willing to work harder to earn my business.

Third, AllState will save us more than $400 per year on auto insurance while providing more coverage.

Game. Set. Match.

Thank you, Jon Castaneda from AllState , for making our lives easier. We’re glad to be working with you.

A Tale of a Waiter Who Just Didn’t Give a Crap

The family went out to dinner the night before Valentine’s Day to celebrate. With a 5-year-old and a 2-year-old, we like to avoid crowds.

My issues with the waiter began from the moment we ordered. He breezed through the soup options, and I asked him to repeat the second one.

He wasn’t sure of the order in which he listed the soups, which was understandable enough. But instead of repeating them, he dropped a menu in front of me, pointed to the soups, and said, “If you’re not sure, you could just get the salad.”

I couldn’t tell if that was a weak attempt at humor, so I brushed it off.

After we finished our soups and noticed people who sat down after us receiving their entrees, the waiter returned to our table with the bad news.

“I apologize for the delay. Someone else ordered the exact same thing as you,” he said. “Another server picked up the order, so they have to prepare your food again.”

Dripping with sarcasm, I said, “Wow, what are the odds?”

I also gave him what my daughter, Caitlin, refers to as an eye message. That’s what you do in kindergarten when you don’t approve of someone’s behavior.

Mistakes happen. But don’t insult my intelligence by saying another party ordered two very specific pasta dishes and two mini pizzas from the children’s menu.

After another 20 minutes, we finally received our food. At this point, Caitlin and Cassidy were climbing the walls.

As I waited for the check, the couple in the booth across from us, also with two young kids and sympathetic to our cause, mentioned that the same thing happened to them last week and the restaurant comped their entire check.

I figured I would give the waiter a chance to address the situation before I said something.

He didn’t.

So I said, “Can you take something off of the check for the delay?”

Stumbling, the waiter said, “Uh, let me go ask my manager.”

No apologies, by the way, since initially telling us that our meal would be delayed. And none would be forthcoming. He cracked a few lame jokes about it, but didn’t apologize.

He returned and said, “I took off one of the children’s meals.”

That saved us about $5. I have doubts about whether he actually spoke to the manager, who walked by our table seconds later and said nothing.

I gave the waiter another eye message. I figured the oversized zero where I would normally leave a generous tip would adequately convey my feelings.

If you mess up, be honest with the customer. Apologize profusely. Act like you care. And make it right.

Otherwise, there’s a good chance you’ll lose that customer’s business.

A Tale of Three Florists

I took it down to the wire when I ordered Valentine’s Day flowers for Kelly and the girls. I ordered on Friday for Valentine’s Day on Sunday. After a few bad experiences with the national chains, I’ve been ordering directly through a local florist with great results.

That’s why I was so disappointed when the local florist’s website wouldn’t load. I tried at different times. I tried on different browsers. I tried on my phone.

Then I gave up.

Determined to support a local florist, I found another florist in town. I chose a bouquet. I went to set up delivery but couldn’t click on Valentine’s Day.

No days on weekends were clickable, so I assume this was a glitch in the system. Maybe they’re closed on weekends for some reason. Based on my experience, it looks like most local florists use the same ordering system and user interface.

So I moved on to a third local florist. I chose a bouquet. I entered my credit card information. When I set up delivery, I left instructions to place the flowers inside the storm door if nobody answers the door.

Within minutes of placing the order, I received a personal email from the president of the company. She wanted to warn me that placing the flowers inside the storm door on such a cold day could damage the flowers.

I quickly responded to thank her for the heads up and let her know that the chances of nobody answering the door were slim. I just wanted my girls to get their flowers.

Which they did. And they were perfect.

There are two lessons here. First, if you work in an event-driven industry in which demand for your services spikes at certain times of year, you need to be ready.

I’m sure these local florists were prepared in terms of inventory and staff, but it’s unfortunate that nobody confirmed that the website and online ordering system were properly configured or ready to handle heavy traffic.

Second, a simple, personal note from a service provider who wants to make sure her customer is happy can go a long way towards earning said customer’s loyalty.

Thank you, Karen Vernon-Stewart of Petal Pushers in Hamilton, for a frictionless ordering experience, a note to show you care, and flowers that made my three valentines very happy.

The Difference Between Winning and Losing

Jerry Rice is football’s all-time leading receiver in just about every major statistical category. Defensive backs sometimes tell training camp stories about how other receivers would catch a quick pass, run a few steps, and then jog back to the huddle.

Rice would catch a quick pass and sprint 80 yards to the end zone. Full speed. Every. Single. Time.

His philosophy was that he expected to score a touchdown every time he touched the ball. He didn’t score every time, but he did score 197 touchdowns in his career – 41 more than any other receiver in history.

Winning and losing, in sports and in business, usually comes down to effort, attitude, planning and attention to detail. When it comes to dealing with customers, you can add transparency and proactive troubleshooting to the mix.

Sometimes what you do in a single moment can have just as much impact on winning or losing someone’s business as your long-term strategy.

The most successful organizations take neither for granted.

What It Means to Get Below the Surface of Your Target Audience

Tue, 09 Feb 2016 21:41:00 GMT

I’m an admitted political news junkie. I get caught up in campaign and election coverage on an almost nightly basis even though it makes me angry.

I can’t stand that short sound bytes and one-liners get headlines and influence voting more than substantive information. I can’t stand that debate moderators seem to be more interested in provoking a brawl than facilitating a discussion of issues.

But what really makes my blood boil, and is directly relevant to marketing, is the way media outlets label voters.

Liberals, conservatives, independents, young women, old men, African-Americans, Latinos, Muslims, seniors, college educated, high income, low income, blah blah blah.

And am I the only person who’s ready to punch someone in the face if I hear the word “evangelical” one more time?

I don’t care what voters look like, how much they make, or what religion they practice. I’m much more interested in why they voted a certain way and what issues are most important to them.

All too often, the “why” often gets pushed to the background, and we use labels and stereotypes to make assumptions about the “why.”

You know, because all women will vote for the female candidate because they share a common anatomy, and every person who goes to church every Sunday will vote for the most religious candidate.

I’m no political strategist, but I do know a little something about marketing. And when I ask a client who their target audience is, I often hear superficial labels that provide little insight about who they’re trying to reach.

Focus on Behavior and Motivation, Not Demographics

Just as basic metrics like clicks, views and open rate are becoming less relevant to measuring marketing performance, superficial demographic data doesn’t go far enough when identifying a target audience.

The trend in marketing is towards personalization, which involves delivering specific content to an individual and optimizing the customer experience based on the individual’s interests, needs, behaviors and preferences.

While it might not be realistic to expect the average small or midsized business to have the technology or expertise to practice personalized marketing, every business is capable of digging deeper to better understand customer behaviors and motivations.

For example, conversion rate optimization is a practice that uses analytics and testing to increase the percentage of website users who become customers or take a desired action. Content, design and layout are all taken into consideration, from a page’s headline to the color of a button. This helps you better understand user preferences and adapt accordingly.

Much less scientific but just as effective is the simple art of observation.

When you have face-to-face conversations, watch the body language of your customers. When you have phone calls, take note of the words and topics that seem to pique their interest. Write down their questions and ask follow up questions.

Ask questions that have nothing to do with what you’re trying to sell. Without coming off as nosy, find out about their background and interests. Focus your questions less on the “what” and more on the “why” and the “how.”

Very often, the most important question you can ask is, “Why is that important to you?”

Most importantly, pay attention to their answers. Consider using a customer relationship management (CRM) system to store this information and keep it organized and accessible.

Simple observations will help you figure out what matters to our audience so you can hone in on a message that resonates with them and influences their behavior.

When you approach your target audience the same way an all-news network approaches an election night recap, you end up with information that isn’t particularly helpful or useful.

Get to know your audience below the surface. Use that information to deliver content that has value to them. You’ll build stronger relationships and close more sales.

Win-win.

Proof that Doing Good Is Becoming a Business Necessity

Wed, 03 Feb 2016 00:27:00 GMT

When I see people share research data, it’s usually related to money or finding the best way to do something. Which makes sense because we all want to make more money and become better at what we do.

What online marketing tactics deliver the highest ROI? What types of content produce the highest engagement? What are the latest sales and revenue numbers in a particular industry? What kind of technology can help you reduce costs?

Of course, it would be a sin to miss the latest “best times to post on Facebook” article.

Then I came across a MediaPost article that laid out the key findings of a study from Havas Worldwide. The kind of study that people should be reading and rereading instead of ignoring.

As of this writing, the article has been shared 127 times. From my perspective as one of the little guys, I do cartwheels if my content is shared 127 times. But it’s a relatively modest number for a large publication.

The study is called “Project Superbrand: 10 Truths Reshaping the Corporate World” and focuses on key trends and consumer expectations that are changing how businesses approach marketing, branding and advertising strategies.

Why hasn’t this article gained much traction?

The study doesn’t deal with hard numbers that can be plugged into big data analytics tools. It doesn’t tell you where you should spend or stop spending your money. It doesn’t provide you with specific action items that you can take back to the office and begin using immediately.

But it’s really, really important stuff. Why?

The study tells us what people demand from companies beyond a good product or service.

More than three quarters of consumers say transparency is important.

Seven in 10 say businesses have an obligation to do more than make money.

Two thirds say businesses shoulder just as much responsibility for driving social change as governments.

83 percent want companies to improve the lives of their employees, and 73 percent say providing a healthy work-life balance is an obligation of all employers.

63 percent believe some large enterprises are more powerful than certain countries. This might explain why 72 percent of consumers say companies should fight injustice, and 80 percent say businesses should join forces with non-profit and non-government organizations on initiatives intended to make the world a better place.

The key takeaways here?

First, this kind of research should get our attention. As business owners and marketers, we need to get beyond superficial things like discounts, sales gimmicks, and bells and whistles and focus on the things that really matter to people.

Things that help to build lasting connections and loyalty with our customers.

Consider this research to be a valuable resource if you hate your website content and want to fix it .

Second, people want to do business with companies that do the right thing. Not just for their customers, but for their employees and society in general.

If you want to make more money, stop trying to sell stuff. Stop devaluing your products and services with discounts.

Start showing people how you can help them. Be honest, authentic and accountable for what you do and how you do it. Prove that your responsibilities extend beyond shareholders.

Guess what? If you do this, more people will want to buy your stuff.

You don’t have to turn your company into the Justice League or Greenpeace, but you do have to have a sense of purpose and give a crap.

None of this is rocket science. It doesn’t require us to partner with a major research firm. It doesn’t require us to store and process mountains of big data so we can convert it into business insight.

It just requires us to listen to what matters to people instead of assuming we know better.

Here are a few final nuggets from the Havas study:

56 percent of consumer are paying more attention to how the products they buy impact society and the environment. 31 percent don’t care as long as they get low prices. 27 percent don’t care about who makes a product and how a company treats its employees.

Notice the correlation between low pricing and not giving a crap?

If those are the people you want to dominate your customer base, continue catering to this small and shrinking segment of the population.

Otherwise, recognize the fact that more people are demanding social responsibility. It’s not a “nice to have.” Look for ways to meet this demand in your day-to-day operations and long-term strategic initiatives. Not just because customers demand it, but because it’s something you believe in.

After all, is it really that bad to do good?

Hate Your Website Content? Here’s the First Step to Fixing It.

Wed, 20 Jan 2016 14:51:00 GMT

I hate my website content.

Raise your hand if you’ve ever said it. I see a lot of hands, including mine.

Part of the reason why many of us poo-poo our website content so quickly is because we see it more than anyone else. We get bored with it.

As a writer, I constantly nitpick every word on my website. I have to force myself to resist the urge to constantly change things. I have to remind myself that I wrote it this way for a reason.

When I look at my website content objectively from the perspective of a visitor, I actually think it’s pretty damn good. And it’s making me money, which is the most important thing.

That’s the difference between bad website content and website content that we’ve read too many times.

Bad website content is bad because it doesn’t do its job. It doesn’t convert visitors into leads. It doesn’t help people find us on Google. It doesn’t clearly convey what we do, why we do it, the value of what we do, and results of what we do. It does nothing to differentiate us from the competition.

In most cases, bad website content is bad because it sounds like what people have been conditioned to believe is “good marketing.”

Remember, if your website content looks like marketing and sounds like marketing, it’s probably bad marketing .

If you really want to fix your website content, stop trying to sound like “good marketing.”

Stop focusing, at least for now, on products, services, processes, benefits and results. If your website content is bad, it probably doesn’t have much to do with the facts. Inaccuracies are the easiest things to correct anyay.

The first step to fixing bad content is to say what you feel.

Take a long, hard look at who you are and why you do what you do. Think about how you feel about your company or product. Think about what you want other people to feel when they think about your company or product.

Say what you feel out loud. Write those feelings down. Better yet, use the audio or voice recorder app on your phone or tablet so you can just speak freely without pausing to take notes.

Although you’ll probably rattle off something that you can actually use in your website content, these thoughts and feelings don’t have to make sense or flow into perfectly constructed sentences. Actually, if it makes too much sense or sounds too perfect at this stage of the game, it means you’re probably trying too hard to sound like marketing.

At this point, you’re just letting it fly. Notice that I didn’t use the word “marketing” anywhere in this self-examination process. The goal is to get your raw emotions, feelings and thoughts out of your heart and brain so you can review and organize them later.

I know what you’re thinking.

What’s next? Should we gather in a circle, hold hands, and sing Kumbaya?

No, smartass.

Then what’s all this talk about feelings?

Fixing bad website content is about more than changing words.

More often than not, website content is bad because the business owner or marketing director lost sight of why they do what they do, and what people expect of their company. Instead, they focus on superficial details instead of their core purpose.

That’s why it’s important to get these thoughts and feelings out on the table. After all, effective website content is driven by emotion and the ability to make an emotional connection.

Fixing bad website content requires you to make sure your purpose is aligned with your business operations, and your business operations are aligned with the needs of your target audience and how you want them to perceive your company.

It does no good to rewrite content if these things aren’t aligned. If you say or promise one thing in your website content and do or deliver something else, your content is nothing but a big lie. And your content is the least of your problems.

If your company’s purpose and operations are aligned with your target audience’s needs and perceptions, you can start thinking in terms of the words that actually appear on your website.

What can you say to support and reinforce why you do what you do and the value you deliver? What can you say to shape perceptions about your business?

Then you can begin to weave in information about products, services, processes, benefits and results in a way that stays true to your purpose and is relevant to your audience.

When you dig deeper into what truly drives your business, you won’t end up with website content that sounds like what you’ve been conditioned to believe website content should sound like.

And that’s a good thing.

What you will end up with is website content that’s real, authentic and powerful. Content that conveys value beyond price. Content that’s meaningful to your target audience.

This kind of website content does more than convert leads into sales and helps people find you on Google. It defines who you are as a company, both internally and in the minds of your clients. It builds trust and confidence.

And it makes people more willing to hand you money for a product or service than your competition.

If you hate your website content and need help fixing it, please contact me and I’ll help you figure out the best plan of attack.

The Obvious and Not-So-Obvious Benefits of Business Blogging

Wed, 13 Jan 2016 19:29:00 GMT

About two months ago, I published The Beginner’s Guide to Launching a Small Business Blog . But why should any business, large or small, invest the time, resources and money to go through the process of launching and then consistently publishing a company blog?

First, let’s take a look at a few key trends.

People are going out of their way to avoid ads. More than ignoring them, people are blocking, skipping, covering and opting out of ads.

This should be no surprise when you consider that the advertising community has gone out of its way to force ads upon people in a way that’s intrusive, disruptive and annoying.

As a result, more and more people don’t trust ads, the claims made in ads, and the companies that make those claims. People would rather do their own research, get recommendations from people they trust, and make up their own minds.

To be clear, I’m not anti-advertising. It’s just unfortunate that the trend of shoving ads in someone’s face with little regard for that person whose money the advertiser desperately craves has created a very anti-ad mentality.

Also, people are consuming content on-demand, whether it’s a news article, a TV show, a movie, a podcast or a webinar. Live, newsworthy content, such as sporting events, awards shows and election coverage, are a few of the rare exceptions.

For these and other reasons, content marketing has become a popular alternative to traditional advertising and marketing. It allows people to consume the content they want on their terms. The Content Marketing Institute defines content marketing as follows:

Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.

Blogging is typically a company’s first foray into content marketing and serves as a launching pad for other forms of content, like video, podcasts and infographics – all of which can be incorporated into a blog.

But why blog? What’s the value to my business?

Let me preface this list of benefits by saying that you’ll only achieve them if you blog consistently, provide helpful information instead of sales pitches, and present that information in a way that’s interesting, enjoyable, and easy for the average person to understand.

Blogs that are updated when you feel like it and loaded with sales pitches, on the other hand, are generally a waste of money. People tend to avoid those blogs like they avoid ads.

Now, on to some of the obvious benefits of business blogging.

The Higher Search Ranking

This is the primary reason why so many companies have embraced blogging. A higher search ranking is an outcome that you can see and measure, making it easier to embrace by people who sign the checks.

The folks at Google have said over and over that businesses should stop obsessing over keywords and backlinks and instead focus on providing their audiences with valuable, relevant content.

The easiest way to accomplish this is through consistent blogging.

The Trust Factor

It has become almost cliché to say that we prefer to work with people we know, like and trust. People say this over and over because it happens to be true.

A blog enables you to position yourself as an authority in your field. Establish your expertise. Make people feel more confident in your knowledge and skills. Build and cultivate relationships. Become a trusted source of information.

When a reader of your blog has a need for your product or service, or knows someone who does, guess who they’ll call or refer?

The Direct Response

I landed my two biggest clients when people read blog posts of mine on LinkedIn, contacted me soon after reading, and hired me.

Keep in mind that blogging usually doesn’t work this way. Some businesses bail on their blog after a few weeks because they expect the leads to come rolling in from the minute they hit “publish.”

But that doesn’t mean it can’t work this way, especially if someone who reads your blog has an immediate need for your product or service.

The manager of a mortgage company once said to me, “I’ve been reading your blog for months, so I finally decided to contact you to help me with XYZ.”

In this case, the business lead that was generated wasn’t an instant response, but a direct response to reading my blog.

The Educational Value

Everyone has a problem that needs to be solved. And every blog post represents an opportunity to educate people and provide them with a solution. Or at least point them in the right direction.

People remember those who help them, especially when it’s time to invest in something that will solve a problem, fill a need, or make their lives better.

By educating your readers, you can overcome obstacles, one at a time, and accelerate the sales cycle without spending an hour on the phone or emailing back and forth for days.

Not only are you helping people in the moment, but you’re creating a database of knowledge that lives online forever and can deliver leads for months or even years. More on that later.

Those are the widely recognized, fairly obvious benefits of business blogging. The majority of business owners and marketing directors who launch a company blog expect to boost their search ranking. They expect to generate leads by educating and earning the trust of people who read the company blog.

But what benefits are often overlooked?

Here are some of the not-so-obvious benefits of business blogging.

Expanded Search Presence

The search-related benefits of blogging have been well-documented. But those benefits go far beyond a company’s core keywords.

For example, my primary focus is to rank for keywords involving copywriter, content writer and content marketing. Geographically, I focus on my home state of New Jersey.

A few weeks ago, I received a call from an Arizona business owner who wanted a quote for blog writing. Her company offers a unique meditation method, and she felt that her current content writer wasn’t capturing her distinctive voice.

When I asked how she found me, she said that she had done a search for “authentic marketing.” One of my blog posts appeared on the fourth page of search results. She loved my writing style and picked up the phone.

We reached an agreement this week.

Regular blogging allows you to rank for a wider variety of keywords and cast a wider geographic net. This creates more ways – sometimes unexpected ways – for people to find you.

“Old” Content, Fresh Leads

The blog post that caused an Arizona business owner to call me from across the country was at least six months old.

How many types of marketing generate leads for months or years after they first appear?

Ads disappear when you stop paying for them. By and large, ROI is limited to a brief window during and after an advertising schedule.

Your blog will live online until you remove it. It has the potential to generate leads for as long as the content is relevant and helpful.

You can even go back and update old blog posts to ensure that the information is accurate and add links. Why can you do this?

Control and Ownership

How many times have changes to Google algorithms and Facebook brand pages sent business owners scrambling?

Suppose you publish your own content exclusively on LinkedIn. Suppose LinkedIn decides to make its publishing platform a paid feature. You can either pay or find someplace else to publish.

When your blog lives on your website, you control the platform. You own the content. You publish what you want, when you want, as often as you want.

You have total access to all data and analytics related to your site and your blog. You’re not subject to anyone else’s rules, terms and conditions.

If you’re a lawyer, you don’t have to worry about an ad for another law firm running on your site. You don’t have to worry about other advertisers running content that would turn off your potential clients.

These are the differences between owned media and paid media.

The Good Kind of Publicity

Last summer, I wrote a blog post for a law firm about the looming deadline for merchants to begin processing EMV credit cards with the embedded computer chips. These cards are gradually replacing the magnetic strips.

About a month after the post was published, the law firm received a call from a local reporter who wanted to interview someone from the firm about the topic.

A lot of businesses dress up shameless self-promotion as press releases, hoping to get free exposure. You know, because it’s never been tried before and editors can’t tell the difference.

A blog gives you the opportunity to get noticed by sharing your expertise and positioning yourself as an authority.

When an editor has the need for an article related to the topics you’ve covered in your blog, or a reporter wants to interview an expert, who do you think they’ll call?

The company that consistently provides people with valuable information, or the company that thinks the editor is too stupid to know the difference between a true press release and a lame attempt at free publicity?

A Window into Who You Are as a Business

A blog makes it possible to explain not only what you do, but the value of what you do, and why you do it the way you do.

Can you accomplish this on your website? Perhaps. But a blog allows you to dig deeper.

Share client success stories. Tell your own story of how and why you started your business. Share your company history and heritage. Profile your employees. Show your support for charitable organizations.

People care about this stuff. They want to do business with people who share their values.

If all things are equal in terms of price and quality of service, who you are as a business can be a powerful differentiator.

There you have it. Some of the benefits of business blogging are almost universally recognized. Some fly under the radar. All are valuable. With the right strategy and the right content, a company blog can be a powerful, game-changing marketing tool.

If you want to improve an existing blog, resuscitate a dormant blog, or launch a new blog, contact me and start taking advantage of the obvious and not-so-obvious benefits of business blogging.

What Weight Loss Gimmicks Can Teach You – or Not Teach You – about Marketing

Tue, 05 Jan 2016 21:38:00 GMT

‘Tis the season for gimmick diets and weight loss products, when shady companies try to take advantage of the desperation and insecurity of people who are uncomfortable with how they look.

Over the years, these bogus products have ranged from skin creams that melt fat, to metabolism-boosting human hormones, to powders that you sprinkle on your food to make you feel full more quickly.

Scientific proof? Who needs that?

It got so bad a couple years ago that the Federal Trade Commission (FTC) released a list of seven “Gut Check” statements for media companies that run advertising for weight loss products.

For entertainment purposes, I’ll share this snippet of wisdom from the FTC website:

If one of these seven claims crosses your desk, do a gut check. Consult the appropriate person in your company and think twice before running any ad that says a product:

To the chagrin of the weight loss hucksters, any legitimate doctor will tell you that, in most cases, safe weight loss is a by-product of healthy living and wellness. Behavioral change. Smart nutritional choices on a daily basis. An ongoing exercise program customized for the individual. Stress avoidance and reduction whenever possible.

Of course, ’tis also the season when peddlers of various marketing and advertising services urge business owners to try something new for the New Year.

We’ll get you 10,000 new Twitter followers!

We’ll get you to the top of Google search rankings!

We’ll use video to market your company on Snapchat and Vine!

We’ll build you a mobile app!

Just like a good doctor knows the safest, healthiest way to lose weight, a true marketing professional knows what approach will help most small business owners reach their goals.

Steady as she goes.

10,000 new Twitter followers are useless if they’re not potential clients or referral sources.

The top spot on Google doesn’t guarantee business success and may not be worth the investment, especially if your website or landing page stinks.

Dumping a lot of money into a shiny new object is a gamble, not a strategy.

A mobile app is useless if it doesn’t fill a real need in a unique way, or there’s no plan for marketing and monetizing the app.

To be fair, any of these tactics might be worth integrating into your marketing plan. A long-term, consistent marketing plan. But only if you’ve done your homework and determined that a certain tactic will deliver real business value and ROI, not hype.

Call me conservative, but as a small business owner, I’d rather let other people test unproven or unfamiliar tactics. Work out the kinks. Show me some success stories and case studies.

Then we’ll talk.

But before you start exploring new marketing approaches, tools and services, ask yourself this question.

What things should I be doing on a daily, weekly or monthly basis to market and grow my business?

When you don’t market consistently, steady as she goes, you get caught in a costly cycle of trial-and-error, start-and-stop marketing. Instead of sticking with a long-term strategy, you market based on that month’s revenue, that month’s sales pitch, or that month’s mood.

Build your marketing plan around tactics that have been proven to deliver results. That doesn’t mean you can’t be innovative or creative. Just focus your innovation and creativity on the right things.

The specific tactics you use depend on your business, your goals and your audience. Research them. Do them consistently. And do them well.

This allows you to ramp up and properly evaluate new tactics with less pressure and less risk when the time is right. And if you absolutely have to temporarily cut back on marketing for some unforeseen reason, your business will be better prepared to absorb a setback.

A “steady as she goes” approach to marketing is less stressful – mentally and financially – than starting and stopping and chasing shiny objects.

Of course, this begs the question…

How long do I have to market my business?

The answer is simple.

Forever. Or as long as you want to stay in business.

There is no silver bullet for permanent, safe weight loss. You won’t find it in a pill, a shake, a cream, or magic pixy dust.

There is no marketing silver bullet that guarantees business growth. You won’t find it on Google, in a mobile app, or in some huckster’s sales pitch.

If you want sustained success and growth, stop the insanity. Focus on the big picture and market consistently.

Steady as she goes.

The McBlog’s First Annual Airing of Grievances, Part 2

Wed, 16 Dec 2015 02:57:00 GMT

Last week, I unveiled my inaugural airing of grievances in honor of Frank Constanza of Seinfeld and the holiday of Festivus.

Among the issues dealing with, or at least loosely related to, marketing and content writing that disappointed me this year were the Facebookization of the LinkedIn news feed, apostrophe abuse and misuse, and the prevalence of unresponsive websites.

And although I make it a policy to not touch politics with a 39 1/2-foot pole, I couldn’t help myself from expressing my disappointment with regards to the media coverage of candidate Trump.

Of course, my biggest grievance is with Trump himself. Despite his brilliance as both a politician and marketer, I can’t stand the fact that he’s using a presidential election to further inflate his already overinflated ego.

Suffice it to say, I had a few choice words and labels for Mr. Trump.

And now, on to Part 2 of the McBlog’s first annual airing of grievances.

Automated Direct Messages on Twitter

I appreciate when someone engages me on Twitter, whether they retweet one of my tweets or thank me for tweeting one of their articles. What I don’t appreciate is the impersonal, automated messages I receive after following someone.

You know the routine. They follow you because they think you’ll follow them, which gives them the opportunity to solicit you.

To be fair, some of the automated direct messages I receive are relevant to what I do for a living and the content I share on Twitter. But the vast majority of messages are blatant attempts to get me to download or sign up for something.

Here are the last three automated direct messages I’ve received – just to prove I’m not cherry picking the worst ones.

Hi Scott, can I send you a copy of our marketing automation best practices guide? Based on some of your recent tweets I thought you might be interested. Let me know!

I don’t use marketing automation. And I don’t tweet about marketing automation. You thought wrong.

Hey Scott, great to connect with a marketing pro. We created this piece on driving brand engagement, would love your thoughts on it!

You don’t care about my thoughts. You just want my contact info. Which is required for me to gain access to your “piece.”

Oh no! Okay this is an automated DM. But sincerely, thank you from the bottom of my heart for following me. I hope I can keep you engaged on the twitter. I also have a kick-ass Instagram. And although this is a robotic message, I really want to get to know you. So please DM me back with a quick hello or a what’s up or an emoticon. It will mean the start of our journey together as twitter pals.

Wait, we can begin a journey together as twitter pals and I can check out your kick-ass Instagram?

It’s a Festivus miracle!

If you really want to get to know me, send me a human message instead of the robotic message that you so openly disparaged.

LinkedIn Endorsements from Strangers

First, let me say that I truly appreciate endorsements from people who have worked with me directly and are endorsing me for skills that they’ve actually seen me use.

What I find comical is when people who don’t know me endorse me for skills I don’t have. In most cases, they just want an endorsement in return.

It’s the old “I’ll like your Facebook page if you like mine” routine.

If you really want to endorse someone, shouldn’t you have to do more than click a button for a specific skill? This is why the LinkedIn endorsement has about as much value as the Facebook like these days.

On the other hand, LinkedIn recommendations require you to write an actual testimonial and explain in detail why you would recommend a person or a company.

It takes effort. It takes thought. Which is why a recommendation has 100 times more value than an endorsement, at least in the world of LinkedIn.

The Flexing of Facebook Muscles after Tragedy

It started with the terrorist attacks in Paris and continued with the attacks in San Bernadino.

Several of my now former Facebook friends were pretty much gloating about the Paris attacks – while events were still unfolding.

How do you feel about gun control now? How do you feel about open borders now?

People were murdered in cold blood. And you see this as an opportunity to advance a political agenda?

Honestly, I don’t care about your position on gun control or open borders. Whether I agree with you is not the issue. The issue is that the immediate aftermath of a tragedy is not the time for political rants.

To be fair, you have every right to use Facebook as you see fit. Just like I have every right to turn you off.

And if you’re a business owner or representative, you’ve given me a reason to take my business elsewhere.

Proclamations of Death

I just did a quick Google search for “content writing is dead” to see when I should start looking for a new job. Perhaps my next assignment should be my own eulogy.

One article said in the title that freelance writing would be dead in one year. The article wasn’t dated, so I don’t know if the prediction of death is on schedule.

It basically said that lousy freelance writers are popping up all over the place, making it difficult for good writers to have any credibility.

Fair point. But that doesn’t mean freelance writing is dead.

It means most freelance writing sucks, and good writers who don’t know how to separate themselves from the posers will fail. But that’s true in the vast majority of industries.

The answer there is to suck it up and do some good marketing if you want to stay in business. Or you can pull out a tissue and cry that freelance writing is dead.

This is the problem with most articles that say something is dead. It’s never actually dead. The titles of these articles are nothing but click bait from someone looking for a short-term traffic spike.

Another article asked in the title if content writing was dead.

The first line of the article was, “Relax. It is not.”

Okay, you just answered the question asked in the title of your article. You basically admitted that the entire premise of your article is just plain silly.

You got your click. But why should I keep reading?

Stop proclaiming death unless something is dead.

Rapid-Fire Grievances

Shameless self-promotion dressed up as “tips.”

Black Friday sales that start on Thanksgiving.

Ads that cover up the content I want to see or make me wait to see it.

Companies that try to circumvent ad blockers instead of making better ads.

Adverb-oholics.

ALL CAPS-ITIS.

Okay, I’m done. Happy Festivus, and all the best in 2016!

The McBlog’s First Annual Airing of Grievances

Tue, 08 Dec 2015 21:43:00 GMT

My favorite TV show of all time is Seinfeld . My favorite character on that show is Frank Costanza, who despised the pressures and commercialism of the holiday season. So he created his own holiday that’s celebrated every December 23 ^rd …

A Festivus for the rest of us!

For those of you who might need a refresher on Festivus, watch this video and jump ahead to the 1:00 mark for the explanation from Frank.

Instead of a tree, there was an aluminum pole that required no decorations. After all, tinsel is distracting.

Instead of a gift exchange, there were annual feats of strength.

Of course, Festivus began with the airing of grievances, a tradition that serves as the inspiration for this post.

Instead of another warm and fuzzy article to tie the perfect bow on 2015, I’d like to honor Mr. Costanza by airing my grievances about random things, somewhat related to content writing and marketing, that have disappointed me throughout the year – in a mostly lighthearted but occasionally bitter way.

The Facebookization of the LinkedIn News Feed

Until recently, my LinkedIn news feed consisted of status updates, articles, discussions, comments and job postings.

Now, my LinkedIn news feed is dominated by photos, inspirational quotes, political commentary, riddles and word searches.

That’s right. Word searches.

What’s next? A jumble?

Don’t get me wrong. I love LinkedIn. I landed my two biggest clients when non-connections read one of my blog posts and contacted me out of the blue.

But is the world’s largest professional networking platform the place for inspirational quotes and brain teasers? Isn’t that why we have Facebook?

As a professional, what are you accomplishing by sharing this kind of content on LinkedIn, other than staying top of mind? What does the content you share say about you and/or your company?

I understand that I’m not always the target audience, and I have no problem with sharing different types of content as long as there is some kind of value. Or maybe I’m just a snob who yearns for meaty, substantive content when I go to LinkedIn.

Either way, my LinkedIn news feed is starting to look a lot like Facebook. I hope LinkedIn doesn’t become a less effective marketing tool as a result.

And if I see a photo of someone’s dinner, I may just lose my you know what.

Media Coverage of Donald Trump

Let’s be clear about one thing when it comes to the media, primarily TV and radio.

Many are dressed up as news organizations, but they’re actually entertainment networks that exist to get ratings, sell advertising and pay shareholders. They follow Trump like paparazzi.

It reminds me of the media frenzy around Britney Spears and Lindsay Lohan back when they were getting high and shaving their heads.

The media couldn’t get enough of it. And they can’t get enough of Trump. You would think Trump has CNN, Fox New and MSNBC on a marketing retainer.

Here’s my grievance.

Trump obviously makes certain statements to get media attention. And when other candidates are interviewed, the “news people” do nothing but ask them questions about Trump’s latest statement du jour.

Hate to burst the entertainment bubble, but this is a presidential election. We’re living in dangerous times.

Does every conversation have to focus on Trump’s comments?

Better yet, will someone please ask Trump a specific policy question instead of demanding an apology for a controversial remark when they know he’ll never apologize?

It’s like the movie “Private Parts” when people who hated Howard Stern listened longer than people who loved him.

Why? They wanted to see what he would say next.

24-hour news coverage shoves everything Trump says down our throats. It’s not entertaining anymore, as if it ever was.

Donald Trump Himself

It pains me to say it, but Trump is a brilliant politician and a brilliant marketer. He says controversial things whether they have any factual basis or not because he knows he’ll make headlines.

For example, I love when Trump is asked about foreign policy and he says that he’ll know more about it than anyone by the time he takes office.

That’s so comforting.

TV and radio hosts skewer Trump, but unlike other political candidates, he goes on their shows anyway. He answers their questions with his usual bluster and lack of specificity or facts.

He doesn’t pay a dime in advertising because he doesn’t need to. He just dominates the news cycles and does what he does best – reality TV.

And his poll numbers keep going up.

He appeals to a base that doesn’t seem to care much for policy details. They crave an outsider. A tough guy. Someone who thrives on being politically incorrect.

Here’s my grievance.

I understand people’s frustration with politicians. And I loathe political correctness as much as anyone.

But there’s a difference between being politically incorrect and being an asshole.

Donald Trump is an asshole. An attention-starved, self-promoting, fear-mongering asshole who is hijacking a presidential campaign to feed his own ego.

Apostrophe Abuse

On a lighter but still sad note, I’ve noticed an epidemic of apostrophe abuse and misuse. Case in point – this headline from CNN.com:

As my daughter would say, “For realsies?”

Do not use an apostrophe to make a noun plural. More than one mistake is “mistakes,” not “mistake’s.”

Do not use an apostrophe to make a proper noun plural. My family is the “McKelveys,” not the “McKelvey’s.”

Do not use an apostrophe in the present tense of a verb. It’s “questions,” CNN, not “question’s.”

It may sound trivial, but simple punctuation mistakes and other errors make you look silly. For some people, a misplaced apostrophe can be a red flag about you or your business.

Don’t give people a reason to question your intelligence or attention to detail.

Unresponsive Websites

It’s almost 2016, people.

If your company website doesn’t seamlessly adjust to any screen size or orientation on any device, you’re probably losing money.

It’s not just about the mobile experience. If I want to do a split screen so I can view your website and a Word document side by side on my desktop monitor, your website should adapt to the size of the browser window.

Small businesses aren’t the only guilty parties. Too many major brands have failed to make investments to improve the user experience on their websites.

But it’s the small businesses that typically don’t have the resources to make up for lost revenue resulting from an unresponsive website. Just remember, the cost to upgrade is significantly less than the cost of poor user experiences.

Please don’t expect people to pinch and zoom and rotate their screens to make sense of your website. Because they won’t.

But wait, there’s more…

As I began outlining my grievances, I soon realized that there would be no way for me to air them in a single blog post. Look for Part 2 next week.

This Barbie Commercial Is a Home Run. Here’s Why.

Tue, 01 Dec 2015 19:53:00 GMT

I’ve never given my daughters, 5-year-old Caitlin and 2-year-old Cassidy, any Barbie stuff. I roll my eyes when they receive a Barbie toy as a gift, and I make it a point to avoid the Barbie aisle at the toy store.

Maybe I’m just a stodgy, old wet blanket, but I’ve always felt Barbie fed the notion that girls should aspire to be tall and thin with big breasts, lots of eye makeup and long, flowing hair.

The most important things in life are shopping, looking good, and, if at all possible, being a rock star.

And regardless of the occasion, women should wear high heels and show up in a hot pink convertible.

This year, when people asked for Christmas gift ideas for Caitlin and Cassidy, I went as far as to say, “No Barbie.”

Then I saw a Barbie TV commercial, which was a shortened version of this video. It blew me away.

Yes, it was adorable. Yes, it was hilarious. The “cute and funny” factor definitely helps any type of marketing content as long as it doesn’t overshadow the message.

But that’s not what made this commercial so powerful.

It was real. It was authentic. It was relatable.

And it didn’t abruptly transition into a cold, dry announcer voice delivering a lame call-to-action like a certain Super Bowl commercial that I despised .

It flowed seamlessly into a scene that showed what little girls do with dolls – pretend and use their imagination.

I could relate as a dad because this is exactly what my daughters do. They play with dolls and pretend to be in school, in a parade, on vacation, or at a birthday party.

As much as I believe in structured activities like dancing and soccer, I want my kids to use their imagination, be creative, and make up their own stories, games, songs and pictures. And I sure as hell don’t want them to obsess over superficial stuff like clothes and makeup.

Apparently, I’m not alone, and the folks at Barbie capitalized on this.

The theme of the commercial was brilliantly driven home by the intro:

What happens when girls are free to imagine they can be anything?

And the outro:

When a girls plays with Barbie, she imagines everything she can become.

You can be anything.

Simple, powerful and believable.

But here’s why the commercial was truly successful.

It actually made me forget, at least temporarily, what I don’t like about Barbie.

Great marketing helps you overcome obstacles to the sale. Objections, preconceived notions, and misconceptions that prevent people from doing business with you.

If someone feels a certain way about a particular company, product or service, you can’t make that feeling go away overnight.

You’ll need many commercials, articles, blog posts, videos, emails or white papers, delivered consistently over the course of many months or years. That’s why consistent, long-term marketing is critical.

So will I run out and buy Barbie stuff to put under the Christmas tree for my girls?

No.

But I’m not as opposed to it as I was before I saw that commercial.

And who knows? If the folks at Barbie continue to deliver that message, and develop more products that are consistent with that message, I may just venture into the Barbie aisle.

Why Words Matter in an Age of Imagery and Video

Wed, 18 Nov 2015 00:27:00 GMT

Last week, I received another one of those “expert” advice articles about marketing that made me want to punch my computer monitor.

I landed upon this article through an email from a chamber of commerce. It was a list post about common mistakes people make on their websites.

Fine. A relevant topic, especially when you look at and attempt to make sense of the average business website.

There were some valuable tips. Nothing earth-shattering, but good, basic tips that many businesses overlook, like choosing the right typography, using enough white space, and getting rid of auto-play audio, video or animation.

But there was one portion of the article that really stuck in my craw:

Face it: no one reads your stuff. It’s a fact that you’re going to have to deal with. Frankly, I am surprised you’re reading this article. People are visual animals. You’re going to have to include graphics, photos, information graphics, logos, etc.

Nobody reads, huh? I have to be visual? Got any data to back that up?

Actually, yes, people do read stuff that’s worth reading. And, no, you don’t have to be visual just because Instagram, Pinterest and infographics are all the rage.

I appreciate a sarcastic, blunt tone. I realize that the message may have been somewhat tongue-in-cheek. But it was bad advice, except for the fact that it’s a good idea to have a logo.

At a networking meeting a few weeks ago, members of the group were discussing a project to create a website that would promote all of our services. We were discussing what approaches to take with each business’s individual page.

One member said that nobody reads content. They all want video. Then this person looked at me and said, “Sorry, Scott. It’s true.”

I maintained my composure in front of the group, gently pointed out that this person was wrong, and thought to myself, “Go ahead and replace all of the text on your website with video and let me know how that works out for you. Jackass.”

There are two important lessons to be learned from these little anecdotes.

Words still matter.

I’m a huge believer in having all marketing professionally designed. I understand that good design and powerful visuals help to establish credibility right out of the gates and grab people’s attention.

But it’s the content that keeps their attention and motivates them to dig deeper into your company and its products and services. It moves them closer to the sale.

I understand the social media obsession with rich media, like photos, graphics, video, audio and animation.

But you still need content.

Not everyone wants to sit through a video or podcast. Not everyone processes information visually. Not everyone bases their purchasing decisions on what they see in their social feeds.

It may seem archaic to you trendy hipsters, but some people – many people, actually – prefer to read content. If they don’t read every word, they can easily scan written content for the information that’s most relevant to them. And text happens to be very easy for the Google monster to index.

People who think written content is unnecessary are the same people who’ve been saying since the 1950s that TV would kill radio.

At last count, 93 percent of adults listen to radio every week , compared to 87 percent who watch TV. And the extensive online research that people conduct to make more educated purchasing decisions requires more than pretty pictures and a lame attempt at a viral video.

You need kickass content.

Trends shouldn’t dictate marketing tactics for every John Q. Businessowner.

Everybody’s doing it.

I hate that phrase. I hate it as a father whose kids deal with peer pressure, and I hate it as a marketer whose clients and prospects often have a warped view of “the right way” based on what everyone else is doing.

There is no rule that says you have to use video. There is no rule that says you have to be on Facebook. There is no rule that says you have to blog (although I highly recommend it).

The only thing you have to do as a business owner is get your business in front of potential clients and provide people with the information they need to make a decision. Be honest, transparent, authentic, helpful and compelling.

How you execute your strategy and achieve your goals depends on your business, your goals and your audience. Not what everybody else is doing.

Research and sound marketing principles, not industry buzz, the flavor of the week or know-it-all blowhards, should drive your marketing strategy.

Don’t follow the herd. Follow your brain.

The Beginner’s Guide to Launching a Small Business Blog

Tue, 10 Nov 2015 21:12:00 GMT

The benefits of small business blogging are well-documented . A simple Google search will reveal one simple truth – businesses that blog generate more leads than businesses that don’t.

But how do you get started?

You can’t just flip a switch and start pumping out blog posts. Well, you can, but you probably won’t be successful.

More and more small business owners recognize the value of blogging but don’t know where to begin. Then they get bogged down with the day-to-day minutiae of running a business and the blog never gets off the ground.

If you’re thinking of launching a business blog but aren’t sure what to do first, start by answering these questions.

Where will your blog live?

When I was in soccer camp as a kid, one of the trainers asked, “What’s the most important thing in the game of soccer?”

Scoring? Defense? Goaltending? Teamwork?

After we finally gave up, the trainer said, “The most important thing in soccer is the ball. Without the ball, you can’t play soccer.”

Duh.

But he was right. And you can’t launch a business blog if your content doesn’t have a place to live.

Can you add a blog to your website? If it’s an old site, adding a blog may not be as simple as you think, and it’s probably time for a website update.

Sure, you can publish on LinkedIn, Facebook or any number of online platforms. But there are a few problems with this approach.

You don’t own the content. You don’t set the publishing rules. You have limited customization options. You don’t drive traffic to your website, at least not directly.

Before you launch your small business blog, make sure it has a place to live – ideally, on your mobile-friendly, blog-friendly website.

Who will own your blog?

When I say “own” in this context, I’m talking about someone being responsible for the ongoing management of the blog.

If the business blog isn’t an important part of someone’s job responsibilities, it’ll be the first thing to get pushed to the backburner when things get busy. Somebody has to own the blog, whether it’s an in-house employee or an outside service provider.

Even if you have a group of people contributing to the development and execution of the blog strategy, from content creation and the editorial calendar to posting and distribution, you still need one person in charge.

The business owner should have a say in the direction of the blog, but in most cases, a small business owner is wearing 17 hats.

The business blog shouldn’t be number 18.

Make sure you identify a point person to steer the blogging ship.

What business goal do you want your blog to help you achieve?

Business blogging is a marketing tactic. Marketing is supposed to achieve business goals.

Be aware of consultants who promise only to “get your name out there.” Top-of-mind awareness is a valuable benefit of blogging, but it shouldn’t be the only benefit.

Over time, your business blog should help you shape your brand, earn trust, establish your expertise, cultivate relationships and improve your search ranking. These benefits are valuable and shouldn’t be discounted. They’re also difficult to measure and attribute directly to business blogging.

There are other benefits that can be measured. Do you want to increase website traffic? Do you want people to fill out a form? Download an e-book or white paper? Watch a video? Register for an event? What are the benchmarks for success, and what metrics will be measured?

Determine what goals you want to achieve and make sure your blogging strategy is developed with those goals in mind.

Who is your target audience?

Be as specific as possible. Use data, not assumptions, to identify your audience .

Avoid labels like millennials, stay-at-home moms, small business owners, and busy professionals. Get beyond basic demographics and general categories.

These labels may help you paint a clearer picture of your audience, but it’s important to remember that your readers are real people.

When you have a better understanding of who these real people are and what’s important to them, you’ll be better prepared to develop relevant, valuable blog content that speaks to their needs and deliver that content to the right places.

How will you get your blog in front of the right people?

Once you’ve identified your target audience, you have to figure out where they go to consume content.

Obviously, people who sign up to receive your blog will get emails or alerts when you publish a new post. But if you rely only on email distribution, you’ll struggle to grow your audience.

What social media channels, and groups within those channels, cater to your target audience? What publications cater to your audience?

How can you optimize your content so people will find your business on Google when they look for more information about a topic you covered in your blog?

You need a targeted distribution plan that gets your small business blog in front of future clients and referral sources.

Where will the content come from?

If I’ve said it once, I’ve said it a thousand times – knowledge of one’s business and the ability to type do not a writer make.

Your blog has to be more than well-written. It has to be interesting and helpful. It has to be written with business goals, marketing strategy and a specific target audience in mind.

If your company doesn’t have an employee with this kind of ability and expertise, or you have such a person but they don’t have the bandwidth to write on a regular basis, you need to invest in a content writer.

Let your team be a resource of knowledge about your company, industry, and products or services. Let a professional writer communicate that knowledge in a way that’s compelling and easy for people to understand.

What will you write about?

This is a big reason why so many small business blogs fizzle. They run out of topics .

The immediate goal of your business blog should be to help current and potential clients and solve their problems. The company blog isn’t just another place to sell stuff.

What are common questions your clients ask before, during and after the sale? What are common obstacles to a sale? Each question and obstacle can be addressed thoroughly and without interruption in a blog post.

What new data and trends will your audience find relevant and helpful? The findings of a new study, and individual data points within that study, can inspire a number of blog posts.

What are people in your industry talking about on social media, in news articles, and at live events? What are your competitors talking about?

Keep in mind that topics will overlap, and you can cover the same blog topic more than once as long as you approach it from a different angle. You can take number five from your “top 10” post and turn it into its own post.

Listen to your clients. Listen to your colleagues. Listen to your competitors. And you’ll never run out of blog topics.

What is your process?

Once you’ve answered all of these questions, you need a repeatable process for publishing blog posts on a regular basis.

For example, you look at your editorial calendar and see that a post about retirement planning is scheduled to be published one month from now. You need to have a process that allows enough time to have the blog post written, reviewed, revised if necessary, approved, published and distributed.

If you plan to publish once a week, it’s not a bad idea to start with a frequency of once a month or every other week, and then ramp up when you’re comfortable with the process.

If you want your small business blog to be successful, you have to publish consistently. It’s much easier to publish consistently and avoid falling behind when you have a repeatable process to follow.

Be prepared to evolve.

These questions will help you get started with your business blog, but there is no perfect formula that’s guaranteed to last forever.

Business needs change. Business capabilities change. Client needs change. Market conditions change. Distribution channels change. Any of these changes may require you to adjust your blogging strategy.

Also, the best marketing is often the result of testing and fine tuning over a long period of time. Blogging in particular is not about overnight success.

Successful small business blogging is about patience, passion, process, commitment, and a never-ending focus on the needs of your target audience.

But you have to know where to start. By answering these questions, you’ll create a solid foundation that can help you turn your business blog into a revenue-producing marketing tool.

Need help answering these questions and developing a sound blogging strategy? Don’t get frustrated and throw in the towel. Contact me to get the ball rolling.

Why REI’s #OptOutside Anti-Black Friday Stand Is a Winner

Tue, 03 Nov 2015 21:56:00 GMT

Last week, REI (Recreational Equipment, Inc.) announced that all of its 143 stores would be closed on Black Friday. REI’s 12,000 employees are encouraged to enjoy the outdoors and will receive a paid day off.

REI CEO Jerry Stritzke explains:

For 76 years, our co-op has been dedicated to one thing and one thing only: a life outdoors. We believe that being outside makes our lives better. And Black Friday is the perfect time to remind ourselves of this essential truth.

We’re a different kind of company – and while the rest of the world is fighting it out in the aisles, we’ll be spending our day a little differently. We’re choosing to opt outside, and want you to come with us.

The announcement has been widely praised by an increasingly Black Friday-weary population. But I can only imagine what some retail industry execs are saying behind closed doors as they sip on 20-year-old Scotch and puff their cigars.

Close on Black Friday? Blasphemy! Instead of opening at 6 pm on Black Friday, let’s open at noon so we can get their money before they carve the turkey! Let’s give out turkey sandwiches so they’ll skip dinner completely and buy another flat screen TV!

I applaud REI for rising above the race-to-the-bottom price war and not giving into the pressure to devote ridiculous resources towards a single shopping day.

I also think their anti-Black Friday stand just happens to be a marketing home run. Here’s why.

REI is staying true to its brand.

We love to get outside and play.

That phrase is in the first sentence on the About REI web page. It’s not just a line or a sales tactic, although it probably does contribute to higher sales. It’s who they are.

Sure, there’s some marketing-speak in that first paragraph, but the last sentence seems to sum up their brand promise:

Whether you’re new to outdoor adventure or a seasoned pro, we gladly share our enthusiasm for our products – and the trails, slopes and waterways where we play.

The decision to encourage people to #OptOutside on Black Friday is a shrewd move. Not just because it separates them from every other major retailer, but because it’s 100 percent consistent with their brand.

There’s no catch.

“Sure, they’re closing their physical stores,” you snicker. “But their website will be a Black Friday shopper’s paradise.”

Nope.

The REI website will be open for shopping on Black Friday. To close it would be an inconvenience to customers who may want to do some shopping while they’re not outside.

However, there will be no Black Friday promotions, and orders won’t be processed until Saturday. In fact, if you go to REI’s #OptOutside website , you can share your Black Friday plans and find suggestions for places to explore.

REI isn’t looking for some backdoor way to boost Black Friday sales. They really want people to go outside.

They believe that by doing what they say and saying what they mean, they’ll forge a closer bond with their customers and employees, which will benefit REI financially in the long run.

Imagine that.

Black Friday is bloated and overrated.

Let’s be honest. Black Friday ain’t what it used to be.

Black Friday discounts now last for weeks. Sometimes two full months.

According to the National Retail Federation, 55 percent of holiday shoppers spent money over the course of the entire Thanksgiving weekend last year. That’s a shade above the majority.

With Black Friday becoming more and more watered down and loathed, REI made a very calculated decision to be the first retailer to not only abandon Black Friday, but to speak out against it.

Is it still somewhat of a financial risk? Yes. Is it as big a risk as it may have been five years ago? Not even close.

Others can be next, but REI will always be first.

It’s just a matter of time before other retailers close their doors on Black Friday. Others may jump on the bandwagon, but they won’t be able to say they did it first.

REI owns that position, and nobody can ever take it away from them.

Every article you read about a retailer closing on Black Friday will probably include a sentence or two about how REI was the first to do it in 2015. REI was the first to take a stand against Black Friday craziness. REI was the first to determine that staying true to its brand and taking care of its employees outweighed the risk of short-term revenue loss.

Everyone else, whether their motives are genuine or not, could be labeled a copycat.

People root for those brave enough to challenge the status quo.

Look no further than the emergence of Donald Trump, Ben Carson and Bernie Sanders to see how the anti-establishment movement continues to grow in our country.

Of course, God help us if one of them is elected President. End of political statement. No political comments, please.

It’s easy to increase sales by reducing prices, although I don’t know how much it helps profits. Everyone else is doing it, so you can get away with it.

REI probably saw the backlash from Black Friday sales starting earlier and eventually creeping into Thanksgiving. So they made a decision that probably made the retail establishment cringe.

But their decision is being applauded by their customers and their employees, whose opinions and feelings are much more valuable to REI.

It’s smart marketing.

In case you were wondering, I’ve never shopped at REI and I’m not much of an outdoorsman. But I do appreciate boldness and brilliance in marketing whether a company caters to my needs or not.

This isn’t just a case of a company trying to do the right thing. It’s smart marketing, plain and simple.

The folks at REI know what their customers want. They see where Black Friday is headed. They weighed the risk and reward. They recognize the value of being the first retailer to just say no to Black Friday.

And it’s not like they’re just shutting their doors. They’ve built an entire marketing campaign based on going against the grain on Black Friday.

Which will probably lead to more sales on days other than Black Friday.

To be fair, one could argue that a move like this is easier for REI as a consumer co-op, which means REI’s customers are also its owners.

REI is not a corporation or a publicly traded company. Like credit unions, for example, REI doesn’t exist to please shareholders. Profits are viewed as surplus and either reinvested in the company or distributed to members.

REI has also started promoting its co-op structure and even included “co-op” in its new logo. Another smart marketing move, and good timing.

Will all of these decisions pay off? Time will tell, but the impact is likely to be felt for months or even years beyond the 2015 holiday shopping season.

There’s a lot of talk in marketing about disruption. This is truly a disruptive move by REI.

While many retailers are encouraging customers to get up from their Thanksgiving dinner and join the stampede when store doors open, REI will encourage people to #OptOutside and enjoy the outdoors.

No discounts, no gimmicks, no doorbusters. Just a stroke of marketing boldness and brilliance that prioritizes brand authenticity and the customer relationship.

A Punch in the Eye, a Case of Croup and a Customer Experience Train Wreck

Wed, 28 Oct 2015 01:09:00 GMT

Cassidy, my 2-year-old daughter, hates socks. When she tries to pull off her socks, she sits down and pulls straight up, nearly punching herself in the face every time.

My wife, Kelly, and I think Cassidy finally popped herself in the eye Saturday afternoon when she started crying and her socks were suddenly missing, although we didn’t see it happen. She also sounded very hoarse, especially when she was crying, and developed a slight fever.

Two unrelated ailments, Kelly and I suspected, but we were more concerned about the eye. When Cassidy kept complaining that her eye hurt and our on-call pediatrician didn’t call back after an hour, I brought her to the emergency room.

That’s when the frustration began to set in.

After we checked into this major hospital, the triage nurse started asking questions and entering information into a desktop computer. When Cassidy cried, the nurse said it sounded like croup. I didn’t think much of it because I didn’t know what croup was at the time.

The RN came to get us with her pen and clipboard and started asking the same questions. She also asked if the triage nurse took Cassidy’s temperature and what it was.

You know, because it’s my job while I’m holding a screaming 2-year-old to make sure this information is passed along to the people who need it.

The doctor came to see Cassidy. No computer, no clipboard. He asked all of the same questions as the triage nurse and the RN. Then he did the standard exam – ears, throat, lungs.

When he heard her cry and cough, he said, “Wait, that sounds like croup!” Which the triage nurse had said more than an hour earlier, but that information wasn’t shared.

The doctor ordered x-rays to confirm his diagnosis and rule out other conditions. Croup is viral so antibiotics don’t help, but the doctor prescribed Cassidy a three-day steroid to help with the symptoms.

The nurse returned with the steroid and over-the-counter medication for the fever and the pain in Cassidy’s eye. She asked if the doctor looked at her eye.

You know, because it’s my job while I’m holding a screaming 2-year-old to tell the nurse what the doctor did.

He eventually came back, examined the eye, and found no abrasion.

On Monday, my wife brought Cassidy to the pediatrician for a checkup. The nurse and doctor both asked for a recap of what happened, which Kelly provided. They asked if the ER doctor gave any prescriptions.

Kelly explained to both of them that Cassidy was given a steroid. The doctor and nurse were also handed our paperwork from the hospital, which said what steroid was administered and how much.

The doctor said she wanted to continue with the steroid and gave us a prescription. Kelly called me after she left and asked if that sounded right to me. I said I would call the pediatrician to make sure she was on the same page as the ER doctor.

You know, because it’s my job to fill the communication gap between doctors.

I spoke to a nurse, who spoke to the pediatrician and called me back. The nurse said the doctor didn’t know about the steroid prescribed at the hospital, so we shouldn’t give the new medication to Cassidy.

“The doctor said to hold onto it,” the nurse said, assuming we had already picked it up. “Just in case somebody else gets sick.”

Wait a minute.

First of all, Kelly told the doctor and the nurse about the steroid from the ER and they were given paperwork that confirmed this information. So obviously the doctor was lying to cover her ass.

Second of all, we should hold onto it just in case someone else gets sick? If you prescribe medication to one person and they don’t need it, just give it to the next person?

We’re talking about prescription drugs, not a bottle of wine!

A Customer Experience Train Wreck

Clipboards instead of tablets. Reconciling different data collected by different people instead of having access to a single, accurate data source. Failure to share information from one facility to the next.

Failing to listen to the customer or read critical information. Making an incorrect recommendation and then lying about what happened to cover your tracks.

If you Google “bad customer experience”, you’ll probably see a slide show of something that resembles my visits to the ER and the pediatrician.

And a bad customer experience is something even the best marketing in the world can’t overcome.

Sure, the experience is magnified when it involves a child’s health. But would you stand for any of this if you were paying for any other service? Buying a refrigerator? Waiting 20 minutes to find out if the product you want is in stock?

Of course not.

Yet companies that can’t seem to get their act together are always looking for an outside scapegoat when business goes south. In many cases, they say the marketing didn’t work.

A Marketing Problem or a Process Problem?

Before you decide your marketing didn’t work, step back and look at the situation objectively.

Do you have a marketing problem?

Or is it a process problem? A communication problem? A technology problem?

The goal of marketing is to deliver qualified leads. Once those leads are delivered, it’s up to your organization to convert those leads into customers so they deliver more leads and customers.

That requires the right people, the right processes and the right technology. That requires reliable data, easy access to that data, open lines of communication, and collaboration.

If any of these elements are missing, your organization, whether it’s a hospital, doctor’s office, professional service provider, restaurant or retailer, is dropping the ball.

It’s not your marketing’s fault.

An Opportunity for Small Businesses

Small businesses have always had one major advantage over the big boys – the ability to respond quickly to customer needs without jumping through corporate hoops and cutting through red tape.

Larger companies have more employees, processes, sources of data and technology to manage than small businesses. Many larger companies are struggling to get their people on the same page and integrate their processes and technology.

Bringing everyone and everything together into a single cohesive unit isn’t as complicated for small businesses. And thanks to cloud-based communications and customer relationship management (CRM) tools, enterprise-class services and capabilities are now available to small businesses for a reasonable cost.

Of course, implementing the processes and tools required to deliver the best possible experience takes effort. It takes planning. It takes an investment.

Unfortunately, small business owners tend to spend most of their on day-to-day tasks that keep the lights on instead of long-term, growth-oriented initiatives. They’re unable or unwilling to capitalize on this opportunity to level the playing field with large companies.

And business as usual continues.

The Best Investment You Can Make

The customer experience should be the first priority of every business, large or small. Publishers and advertising execs are learning the hard way as they try to figure out how to deal with the ad-blocking phenomenon .

You give your marketing – and your business – the best chance to succeed when you invest in the customer experience.

Deliver the kind of experience today’s empowered customer demands and they’ll sing your praises from the rooftops. And their Facebook pages. And Yelp reviews.

Fail to deliver and they may just write an angry blog about their experience. Unlike me, most of these disgruntled customers will name names.

In case you were wondering, Cassidy is getting better and the pain in her eye started going away the next day. Croup makes her sound like she’s been smoking two packs a day for 20 years, but she’s back to her normal, sassy self.

Will the Adults in the Online Ad Industry Please Stand Up?

Wed, 21 Oct 2015 00:47:00 GMT

A few weeks ago, I wrote that the ad-blocking debacle is a self-inflicted wound for advertising industry stakeholders.

Ad-blocking, efforts to circumvent ad-blocking, and backroom dealings between ad blockers and publishers all stem from a flawed approach to advertising. An approach that ignores the needs and desires of the people whose money and loyalty advertisers so desperately crave.

The icing on the cake was last week’s statement from the Internet Advertising Bureau (IAB) that made me want to simultaneously laugh, cry and punch someone in the face.

“We messed up. As technologists, tasked with delivering content and services to users, we lost track of the user experience.”

So let me get this straight.

When someone introduced the idea of ads that cover up the content people want to see or make people wait to see the content they want, nobody thought this might piss off some folks?

When someone demonstrated how such an ad would be delivered, nobody raised their hand to say it was more than a little annoying?

Nobody was capable of looking at this from the perspective of the people who would be forced to endure such an ad?

Where were the adults in the room when this technology was being developed?

We live in an age in which the user experience is priority one for the most successful brands. The user experience helps to shape perceptions, define brands, set expectations, and either strengthen or kill relationships between brands and their audiences.

How is it possible that an organization that develops advertising industry standards could lose sight of the user experience?

At a recent industry event, Brad Jakeman of PepsiCo bluntly offered proof of why the pre-roll ad, for example, is awful.

“I hate it. What is even worse is that I know the people who are making it know that I’m going to hate it. Why do I know that? Because they tell me how long I am going to have to endure it. 30 seconds, 20 seconds, 15 seconds. You only have to watch this crap for another 10 seconds and then you are going to get to the content that you really wanted to see.”

Mr. Jakeman referred to this practice as the pollution of content. Bingo. Even the most valuable content becomes much less appealing when you have to sift through garbage to see it.

The IAB statement continues:

“We messed up… we built advertising technology to optimize publishers’ yield of marketing budgets that had eroded after the last recession. Looking back now, our scraping of dimes may have cost us dollars in consumer loyalty.”

Ya think?

Maybe instead of building advertising technology for the sole purpose of creating more inventory and satisfying marketing budgets, you should have built advertising technology that even remotely considered the experiences of the people who would be forced to endure the ads.

And please tell me you’re not still using the recession as an excuse for anything.

To be fair, the problem with most online advertising isn’t just the IAB’s fault.

Although the statement was late and lame, the IAB isn’t the only guilty party here. At least they’re finally admitting what the problem is.

Nobody put a gun to the head of publishers and forced them to use certain ad formats. Nobody put a gun to the head of advertisers and forced them to buy these ad formats. Nobody forced publishers, advertisers and agencies to deliver ads that are annoying, irrelevant and forgettable.

There were plenty of adults in the room who could have stood up and said something along the way. But they didn’t.

There’s one important fact in this mess that’s being lost.

You can call them users, consumers, visitors, audiences or whatever industry term you use in your sales presentations. But don’t forget what they actually are.

They’re people. Real people with jobs to do, families to take care of, and stuff that needs to get done.

If you want people to reward you with their money and their loyalty, you damn well better treat them to an experience that leaves them satisfied if not delighted.

Personally, I don’t mind ads. Ads that are relevant to me. Ads that don’t get in the way of the content I want to see. Ads that don’t prevent me from doing what I want to get done.

Those are the kinds of ads that work.

The adults in the room need to stand up and make sure the wants and needs of real people are being respected and served. Not just in advertising, but in all aspects of their marketing – online and offline.

When you run an ad, publish content, update your website, send an email, or post on social media, ask yourself a few questions.

Is this relevant and valuable to the people who I would like to buy from me?

Is this helping someone solve a problem?

Is this enhancing someone’s life or making it more difficult/annoying?

It may shock some people, but focusing on the needs of the real people who give you money for a product or service is the best way to get those people and their friends to give you more money.

It’s not rocket science, but it can be easily ignored or conveniently forgotten.

The Number One Rule of Storytelling in Marketing

Wed, 14 Oct 2015 01:11:00 GMT

A good story helps us process information more clearly. It helps the brain focus so we can better understand complex concepts.

That’s why we communicate by telling and listening to stories, from the time we’re in diapers to the time we’re… well… in diapers again.

On the other hand, shamelessly self-promotional, self-absorbed sales pitches tend to annoy the heck out of people.

This is why so many companies have jumped on the storytelling bandwagon in their marketing. Of course, too many misguided souls see storytelling as nothing more than an opportunity to deliver a longer, even more annoying pitch.

Those people can’t be helped. They don’t know the number one rule of storytelling in marketing.

Effective storytelling doesn’t require proper literary structure. It doesn’t have to follow the five-parts of a Shakespearean tragedy.

But there is one thing every story needs to make it work.

Remember the scene from the movie “Walk the Line,” when the record producer, Sam Phillips, stopped Johnny Cash (played convincingly by Joaquin Phoenix, pictured above) in the middle of his audition?

Phillips: I’m sorry. I can’t market gospel no more.
Cash: So that’s it?
Phillips: I don’t record material that doesn’t sell, Mr. Cash. And gospel like that doesn’t sell.
Cash: Was it the gospel or the way I sing it?
Phillips: Both.
Cash: Well, what’s wrong with the way I sing it?
Phillips: I don’t believe you.
Cash: You sayin’ I don’t believe in God?
Band member: J.R., come on, let’s go.
Cash: No, I want to understand. I mean, we come down here, we play for a minute, and he tells me I don’t believe in God.
Phillips: You know exactly what I’m telling you. We’ve already heard that song a hundred times. Just like that. Just… like… how… you… sing it.
Cash: Well, you didn’t let us bring it home.
Phillips: Bring… bring it home? All right, let’s bring it home. If you was hit by a truck and you was lying out there in that gutter dying, and you had one time to sing one song. Huh? One song that people would remember before you’re dirt. One song that would let God know how you felt about your time here on Earth. One song that would sum you up. You tellin’ me that’s the song you’d sing? That same Jimmy Davis tune we hear on the radio all day, about your peace within, and how it’s real, and how you’re gonna shout it? Or, would you sing somethin’ different. Somethin’ real. Somethin’ you felt. Cause I’m telling you right now, that’s the kind of song that truly saves people.

People Won’t Trust the Storyteller if They Don’t Believe the Story

The point Sam Phillips made to Johnny Cash was that your audience has to believe you. You can’t tell the same story the same way everyone else tells it. And you can’t fake it.

It’s easy to get the facts straight and share events or experiences in sequential order. It’s not as easy to tell a story in a way that’s authentic, relatable and believable.

So how do you make your story authentic, relatable and believable?

First of all, the story has to be real. It’s one thing to present a hypothetical scenario. It’s disingenuous to make up a story and present it as real.

People can distinguish real from fake. And they won’t believe fake.

Talk about real, firsthand events and experiences. Real thoughts. Real emotions. Don’t be afraid to get personal.

Keep it simple. Use simple, everyday language. Tell your story as if you were on the phone or at the bar with your best friend, not behind a podium or computer screen trying to communicate with a bunch of strangers.

Get to the point. Keep it relevant. Cut the fluff. Don’t obsess over painting a picture with flowery adjectives and adverbs .

The goal of the story, directly or indirectly, is to earn someone’s trust and prove you’re capable of solving a problem, not prance gleefully through a dewy meadow on an enchanting autumn morning.

Overcoming the Trust Hurdle

The biggest hurdle for many established brands trying their hand at storytelling is that they’ve spent years shoving self-absorbed, deceptive ads and content down our throats.

Marketers and advertisers as a whole have made us numb to what they have to say. We just don’t trust them.

Just like they’ve spent years creating an environment of distrust, it will take a lot of time and effort to build a genuine sense of trust. A brand can’t simply flip a switch in people’s heads and hearts just because the brand finally got around to changing its approach.

This is a major advantage for small-to-midsize businesses that don’t have the big brand distrust stigma. Authentic, believable storytelling can help level the playing field.

You won’t be able to compete with the ad budgets of major brands – not that you need to or should want to – but you can tell a more relatable, authentic story and make more personal connections.

Remember, it’s not enough to be factually accurate. It’s not enough to tell the same story that people have heard a million times without making it your own.

Like the record producer said, gospel like that doesn’t sell.

If you want people to trust your company, make your story believable. They’ll be much more likely to come back and read the next chapter.

Why Your Business Blog Needs Evergreen Content

Wed, 07 Oct 2015 01:16:00 GMT

The leaves started changing color and falling weeks ago, which is much earlier than normal. I guess you don’t have to be a weather geek to trace this back to a hot, dry summer in New Jersey.

Before long, those leaves that bloomed maybe six months ago will be raked, shredded, bagged and hauled away.

Imagine if your business blog’s content had the same lifespan. That could very well happen if every blog post is about current events, hot trends and new data.

Now don’t get me wrong. There are serious business advantages to be gained by capitalizing on the latest buzz in a business blog.

It helps establish your expertise and authority. It positions you as a source of new information. It shows you’re paying attention to what’s going on in your industry. It allows you to state your position, take a stand, and engage your audience. It can even lead to media attention.

For example, I wrote a blog post for a law firm about the recent deadline for switching from magnetic strip payment cards to the new EMV cards with computer chips. A month later, a reporter who read the post requested an interview with one of the attorneys to discuss the topic.

One of my most popular blog posts discussed the statistics that make the bulletproof case for business blogging . About eight months after the post was published, I found out that it was cited as a source in a book about social media for small businesses .

As effective as these blog posts have been, they have a limited shelf life. In the not too distant future, EMV cards will be old news. You could argue that those statistics in my post are already dated.

That’s why evergreen content needs to be part of your business blogging strategy.

An evergreen tree doesn’t have leaves that die every year. It stays vibrant and fresh month after month, year after year. Evergreen content doesn’t become irrelevant after a month or even six months.

Evergreen content is sustainable and remains valuable long after it’s published.

Evergreen content tends to have more meat. More usable information and practical takeaways that your audience can apply to their lives or businesses, now and in the future. As a result, evergreen content can be shared and reposted on a regular basis.

Because evergreen content has a longer lifespan, it can have a high search ranking for a much longer period of time than content that may be more time-sensitive. For example, when I Googled “blogging for business,” I saw articles that were three years old.

When was the last time you used a marketing tactic that drove traffic to your website for three years?

If buzzworthy content is a Suburban, evergreen content is a Prius.

So how do you get the most mileage from your investment?

Use evergreen content to educate.

Show your audience how to do something. Explain a concept that’s directly relevant to their lives and your business. Explain the pros and cons of different strategies that can be used to achieve the same goal. Warn them about things that can prevent them from making their lives or businesses better.

Evergreen content typically includes foundational information that you can link to in future blogs. Instead of adding more words to explain a term or concept in a new post, link to your evergreen content. This gives your new content more substance without adding length and brings new eyes to your existing content.

Keep in mind that there are different levels of evergreen. A post about how to make a pumpkin pie from scratch might be valuable and accurate for the next 50 years. A post about SEO best practices might be relevant for the next two years – or until Google makes a major change to its algorithms. Of course, there’s no rule that says you can’t update old blog posts to make them current.

Either way, evergreen content isn’t about short-term boosts in traffic and social shares. Evergreen content is about delivering substance and long-term value to your audience, both of which benefit your business.

Again, those short-term boosts have value. Writing about recent news, trends and data has value to your audience and your company.

The key is to develop the right mix of evergreen content and buzzworthy content to position yourself and your company as a trusted expert and authority, today and over the long haul.

Mobility, Mo’ Problems: The Real Cause of the Ad-Blocking Debacle

Wed, 30 Sep 2015 01:24:00 GMT

I get a couple dozen or so news and content feeds emailed to me each day. For the past few weeks, mobile ad blocking has been the hot topic du jour.

It all started when Apple, a company that succeeds by prioritizing the user experience above all else, released iOS9 for the iPhone. The new operating system enables the use of ad-blocking applications. It wasn’t long before ad-blocking applications dominated the top of the Apple App Store charts .

Meanwhile, advertising execs and publishers started to twitch.

Then we learned that some ad-blocking software makers, who apparently prioritize money above all else, decided it would be appropriate to unblock ads for publishers who would be willing to cough up the cash. And it hasn’t taken long for technology companies to create software that allows publishers to bypass ad blockers.

Advertising execs and publishers stopped twitching and started to tent their fingertips deviously like Mr. Burns on The Simpsons.

After all, nothing says “I care about my customers” like force-feeding ads to people who have made a conscious effort to avoid them.

And therein lies the issue that has given rise to mobile ad blocking.

In a previous post, I wrote that people don’t hate advertising. They hate advertising that sucks . But there’s something else that sticks in people’s craw.

People are tired of being force-fed ads that get in the way of the content they want. People are tired of being forced to wait for the content they want.

That’s why I’ll never understand pop-up ads or interstitial ads, which are basically full-page ads that cover up the content you really want to see. You either have to click the ad or find the “X” to close it out.

Because mobile screens are smaller and it’s difficult to fit ads around the content, the experience is even worse. And that little “X” is so small that you often tap the ad by mistake.

When traditional media offered the only options for advertising, this kind of force-feeding didn’t happen. Do newspapers put a full-page ad on the front page and make you turn the page to see the day’s big news?

When I turn on the radio or TV, I don’t have to sit through a pre-roll ad to get to the content. Why do I have to sit through a pre-roll ad when I want to listen to or view the same content online?

If I go to a baseball game or any other sporting event, I see ads all over the place, but they don’t get in the way of the game. There are ads all over the outfield wall, but I don’t have to move them to see the game.

When I go to a retail store, I don’t have to remove an ad to uncover the best products. Why do I have to remove an ad when I go to that store’s mobile website?

When did the customer experience get thrown out the window?

The ad-blocking debacle, mobile and desktop, is a self-inflicted wound.

The wound was created by publishers and advertising bigwigs who ignored the needs, desires and demands of people who crave their content.

For publishers that are unable to overcome the negative perception of ads – a perception they created – and replace intrusive ad formats with ads that seamlessly blend into the user experience, this wound may be fatal.

Let’s face it. The online ad landscape we have now is the equivalent of having a billboard on the highway removed from the side of the road and shoved in your face while you’re driving.

I would love for publishers to decide one day that they don’t want to be so obnoxious and come up with different types of ad units that don’t annoy the hell out of people. But it seems they would rather look for ways to steamroll our desires, pay off the makers of ad blockers, and punch us in the face with their almighty ads.

Ever notice the folks at Facebook don’t care about ad-blocking?

Love it or hate it, you can’t deny that Facebook has been immune to the ad-blocking debacle . Most users access Facebook through an app, and ad blockers can’t block ads in an app.

But that’s not the biggest reason why Facebook is winning.

COO Sheryl Sandberg believes advertisers want to “reach people in a way that feels good, that’s not intrusive.” More importantly, Facebook listens to its users.

Facebook ads don’t block news feed content. Ads fit in with the user experience, and they’re clearly marked as “Sponsored.” If you don’t like an ad, scroll past it, hide it or just ignore it. If the ads in the sidebar bother you that much, close them. Or ignore them.

I don’t have the data to back this up, but I think it’s safe to assume that a less intrusive ad environment makes people more accepting of ads. Which is good for advertisers, users and Facebook.

I’m not saying everyone should go advertise on Facebook. I’m just saying a successful advertising model exists that’s not so in-your-face. There are also other online marketing tactics, such as email, search, and various forms of content marketing, that are non-intrusive yet supremely effective.

I’m not naïve. I know we need ads to keep stuff free.

But that doesn’t mean ads need to be shoved down people’s throats.

According to a report from Page Fair and Adobe, ad blocking has increased 41 percent in the past 12 months, 48 percent in the U.S. These numbers have been disputed, but they have not been proven inaccurate. A recent study from GlobalWebIndex found that nearly three in 10 iPhone users are already using ad-blocking tools on their PCs and laptops.

If mobile advertising is a potential goldmine, ad blocking could be the dynamite that closes off that goldmine.

Unless publishers and advertising bigwigs start prioritizing the user experience.

Why Brands May Dislike the Facebook Dislike Button

Wed, 23 Sep 2015 00:45:00 GMT

After years of resistance, Facebook seems to be giving in to user pressure, announcing last week that it’s working on a “dislike” button. The exact form of the button has yet to be determined, although it’s more likely to have the tenderness of a sad face than the vitriol of a middle finger.

To be fair, we don’t even know if the button will say “dislike” at this point.

CEO Mark Zuckerberg is telling anyone who will listen that the dislike button will give people the opportunity to offer sympathy when a loved one is lost, or express their sadness when tragedy strikes.

“Not every moment is a good moment if you share something that’s sad like a refugee crisis that touches you or a family member passes away, it may not be comfortable to like that post,” said Zuckerberg. “I do think it’s important to give people more options than liking it.”

In other words, the dislike button isn’t intended to invite an avalanche of negativity. Of course, the best intentions are often destroyed by harsh reality.

I wish I could believe a dislike button on Facebook would be primarily used as an alternative when liking isn’t exactly appropriate.

I do think that will be the case some of the time. But not most of the time.

It’s easy to like or agree with something on Facebook. Just like it’s easy to give an endorsement on LinkedIn. All you have to do is hit a button. That’s why both are vastly overrated.

On the other hand, if you want to disagree or express yourself in a negative way, you have to leave a comment or write your own post.

That takes effort. In many cases, it takes courage.

Until the dislike button arrives.

The realist in me believes the dislike button will give people a new way to flex their overly amped up Internet muscles in a way they never would during a face-to-face or even phone interaction.

Suddenly, it will require no effort to show that you’re fed up with seeing political rants, photos of what people are having for dinner, inspirational quotes, or “TGIF!”

Every. Damn. Friday.

What does all of this mean for brands?

Well, it’s about to get a lot easier for people to poo-poo your content on Facebook.

Hitting the dislike button could be similar to giving a “thumbs down” vote to an article, comment or customer review. No anger, just disagreement.

However, some particularly brassy folks could make things ugly. An ad hater could decide to dislike every ad they see. A disgruntled customer could like your page so they can dislike all your content. A competitor could do the same thing.

Sounds childish, but this is what can happen when you give people a little power, even if that power comes in the form of something as seemingly insignificant as a dislike button.

So you need to do a few things.

First, monitor your Facebook brand page more closely and set up alerts so you know if someone is engaging with your company. Popping in once a day to see if someone liked or shared your post won’t cut it.

Second, don’t let automation make you look insensitive or oblivious to what’s going on in the world. During a tragedy, nobody wants to see a post about how to teach your kids about investing. With a dislike button, the backlash of leaving automation in cruise control could be faster and more widespread.

Finally, give more thought to developing and sharing content that doesn’t give people a reason to dislike it.

Perhaps the introduction of a dislike button will be the kick in the pants many brands need to stop approaching Facebook like they would approach a late night infomercial.

Stop shoving your sales messages in people’s faces and give them what they want from Facebook. Content that’s interesting, helpful or entertaining.

Think of Facebook like your friendly neighborhood bar. That’s where people go to catch up with friends and family, talk about their day, and discuss what’s going on in the world.

They share information, photos and videos. That’s the “social” in social media.

Facebook is Cheers, not Oxiclean.

People don’t sell to each other on Facebook. Brands shouldn’t sell to people either. If you continue to use Facebook to sell, you could be in store for a boatload of dislikes.

And then there’s the unknown factor.

I think it’s safe to assume that having an option besides liking or commenting could actually increase engagement. Based on Mr. Zuckerberg’s comments, I can’t imagine a dislike would be perceived as negative by the folks at Facebook or their algorithms.

Unless those algorithms will be able to tell if a dislike is the desired response to a post.

Suppose a post has been disliked a ton because people didn’t care for the message, the photo or the video. Will the post reach more people due to a high level of engagement, even though the response was negative? If so, will some brands try to exploit this?

Also, regardless of what the folks at Google say about Facebook likes and shares not impacting search rankings, their explanations leave room for interpretation.

We all know that Google crawls everything . Could Facebook dislikes affect search rankings in some small way, positively or negatively?

A dislike button is coming. We don’t know what it will say or look like, but it’s definitely coming. Hope for the best but prepare for the worst. Most importantly, pay attention to your brand page, and invest in content that won’t make people reach for the dislike button.

By the way, if you didn’t like this blog post, would you be more likely to leave a comment expressing your displeasure or hit a dislike button?

That’s what I thought.

Beware of Sales Reps Who Use Branding as a Cop Out

Wed, 16 Sep 2015 01:40:00 GMT

In my former life as a creative director in radio, my first question to a sales rep who asked for a new commercial script was, “What’s the goal of the campaign?”

I remember a certain sales rep who liked to respond by saying, “Branding. They just need to get their name out there.”

Then I would look at the order to find out the duration of the campaign. Typically, it was scheduled to run anywhere from a couple weeks to couple months.

I worked with a lot of great people during my radio career, but this particular sales rep knew very little about branding or marketing.

I’ve heard similar horror stories about sellers of TV, print, search, display, social media and blogs doing the same thing.

What these sellers are trying to do is dodge their responsibility, which is to produce results for the business owner. When the goal is nothing more than to “get their name out there,” the bar couldn’t be set any lower.

And the concept of branding is nothing more than a cop out. Here’s why.

Branding does not equal “getting your name out there.”

Brand awareness is an important part of marketing. But getting people to remember the name of your business is a small sliver of true branding.

The name of your business is not your brand. That’s your brand name .

Your brand is a promise. A promise to deliver a certain result for your clients. Your brand creates perceptions, sets expectations, and gives people a reason to choose your business.

A branding campaign is designed to get people to understand that promise, create positive feelings about your product or service, and differentiate your company, product or service from your competition.

In other words, it’s a bit more complicated and requires a bit more strategy than getting your name out there.

If the goal was to simply get your name out there, you wouldn’t have to show or say anything besides your brand name. But again, that’s only part of your brand.

Every marketing campaign should be designed to achieve a specific business goal.

By default, every advertising or marketing campaign will get a company’s name out there to some extent. That’s a given, not a goal.

And it sure as hell isn’t enough to justify any kind of marketing investment.

Granted, immediate sales are not the priority in a branding campaign. The first goal is usually to build trust and get people to feel good about your brand.

But you should still expect your marketing to produce conversions.

Remember, a conversion doesn’t always equal a sale. A conversion could be an opened email, a social comment or share, a newsletter registration, or a white paper download. All of which create sales opportunities.

A sale is the big conversion, but effective brand marketing produces a series of smaller conversions from ongoing customer interaction and engagement.

Branding takes years.

Anyone who tries to sell you a short-term marketing or advertising campaign and calls it branding just wants to hit their sales goals. They don’t care if the campaign works or not.

Branding campaigns can’t be measured in days or weeks. One could argue that branding never stops. There are always new people to reach and existing relationships to be strengthened.

This doesn’t happen overnight. It’s impossible.

I’m a big believer in brand marketing, but…

I just have a problem with shady sales reps using it as a cop out, using it to shirk their responsibilities, and using it to mislead and pretty much steal money from business owners.

Next time a sales rep tries to get you to sign on for a branding campaign, ask them what that means. Ask them to explain their strategy and the results you should expect to see. Find out if they know what they’re talking about.

Just don’t accept “branding” at face value as the goal of a campaign because it sounds like an impressive marketing term. It’s way too vague. And it’s probably a cop out.

So I Didn’t Blog Every Single Week During Summer. Get Off My Case Already.

Tue, 08 Sep 2015 20:55:00 GMT

I grew up at the Jersey Shore, where the best part of summer begins after Labor Day. Weekend visitors, who we call “bennies,” return home for good, and locals are able enjoy our beaches and boardwalks unfettered.

For most people, summer ended on Labor Day. Using that definition of summer’s end, I have to admit that there were four weeks during summer when I didn’t publish a new blog post.

It’s extremely rare for me to not post four times in what was actually a 10-week span. I looked back at the calendar and discovered that I skipped the following weeks, none of which were consecutive:

I’ve been blogging weekly about content writing and marketing for more than three years. Not coincidentally, my business has grown quite a bit in that time.

I’m usually pretty religious about it. I’ve always managed to post something new, regardless of how busy I got, how sick the kids were, or how much I just wasn’t feeling it.

This past summer, I took more breaks than usual. And here’s why you need to chillax about it.

You probably didn’t notice.

First of all, I don’t have any delusions of grandeur about the importance of my blog posts. While I like to think some people find them valuable or helpful, no lives will be changed if I suddenly stop publishing.

Except for mine because I wouldn’t make much money.

Second, I’ve been blogging every week for several years. When you publish consistently, you create the impression that you’re pumping out content all the time.

Think back to the famous Master Lock TV commercial with the pad lock on the target. Even after a bullet was fired through it, the lock didn’t break. I could have sworn that commercial aired non-stop when I was growing up.

Actually, the commercial ran exactly once per year. During the Super Bowl. For 21 straight years.

Consistency is critical. It helps you maintain top-of-mind awareness with less frequency.

Scaling back is one thing. Stopping is another.

I recently spoke to a colleague who asked me to collaborate on a blogging strategy for an accounting firm. In addition to ramping up before and during tax season, we discussed the value of continuing to blog and market after April 15 instead of hitting the breaks.

Think of the competitive advantage that could be gained by continuing to market while your competitors go on hiatus. Think about the connections CPAs could make with people who are looking for a new accountant after a bad experience.

It’s one thing to scale back slightly. It’s another thing to completely stop and lose your momentum.

Think of marketing like training for a marathon. If you stop training for a month, it will take you a month to get back to where you were before you stopped. You pretty much lose two months for the month missed and the month playing catch up.

And you might just miss out on some new clients.

I scaled back slightly. I didn’t stop. So get off my case. Jeez.

I closed new business anyway.

During the weeks that I didn’t publish new blog posts, I landed two new clients. One found me through Google. Another came through a referral from a person who originally found me when she read one of my blog posts on LinkedIn.

Again, consistency is key. By blogging consistently, I’ve been able to not only stay top-of-mind, but also maintain a high search ranking. That won’t disappear because of a one-week publishing hiccup.

Also, the vast majority of business blogging leads come from older posts. In fact, when HubSpot conducted a lead generation analysis of its own blog, it found that more than 90 percent of leads produced by its blog came from posts that were at least a month old.

I would never go more than one week without publishing unless there was some kind of family emergency. But long-term consistency, not short-term frequency, is essential to business blogging success.

And speaking of family…

Dad + Husband > Content Writer + Marketing Consultant

To be clear, my jobs as a father and husband would get a hell of a lot more complicated and stressful if I decided to ignore my jobs as content writer and marketing consultant. But you get my point.

Priorities, people. Are you really going to give me a hard time for not publishing a blog post while I was on the best family vacation ever?

Especially when I provided you with a marketing-related photo recap ?

Sheesh.

Why your Website’s Home Page Is More Trampoline than Elmer’s

Wed, 26 Aug 2015 00:54:00 GMT

Average bounce rates on the Home pages of websites vary wildly from industry to industry. But there are a few things you should know.

First, bounce rate, according to Google, is “the percentage of single-page visits (i.e. visits in which the person left your site from the entrance page without interacting with the page).” If eight of 10 people leave your site before visiting another page, your bounce rate is 80 percent.

Second, although bounce will never completely disappear, the goal should be to reduce your bounce rate as much as possible. Bounce rate can actually affect your website’s search ranking.

Third, the Home page is still the front door of the website. There are plenty of entry points – blog posts, newsletters, landing pages, podcasts, etc. – but most direct visits still begin on the Home page.

An effective Home page is the Elmer’s glue that begins to create a bond between your business and website visitors. This is where relationships begin and the conversion process is launched.

An ineffective Home page is a trampoline. Visitors bounce as quickly as they arrived.

I find myself bouncing quite a bit. Sure, I can be picky. But most Home pages lack the basics that visitors need to move forward in their journey.

If I’ve ever bounced from your Home page, it’s a safe bet that the reason is listed here.

I couldn’t figure out exactly what you do.

This should be instantly obvious when someone visits your website for the first time.

Every business on the face of the earth must be able to explain what it does in one simple sentence, whether it’s an electrician, an app developer, or an insurance provider.

For some reason, you couldn’t. So I got frustrated. And left.

I couldn’t get the sound of Charlie Brown’s teacher out of my head.

You explained what you do. But I still don’t get the value of what you do, even in the simplest of terms.

What’s the payoff?

Instead of telling me how you’re going to make my life better or easier, or directing me to a page that provides that information, you claimed to be a full-service something-or-other (because nobody likes a half-service company) with the best customer service.

Wawah-wawawawah-wawawah…

For you whippersnappers who are too young to understand the Charlie Brown reference, here you go .

I could have sworn I was just here.

I love WordPress. I love their themes. But so does everyone else.

Most organizations aren’t doing enough customization to stand out from the thousands of others that use similar themes.

For example, the trendy thing to do on the Home page these days is to have a headline and short paragraph of content on a photo that takes up the entire screen.

This approach leads to high fives between designers and business owners. But in most cases, that giant photo does nothing to grab the visitor’s attention, reinforce the brand, or help convey the value of what the company does.

If it doesn’t have a strategic purpose, it’s nothing but window dressing. But everyone else is doing it, so you did it, too.

When your Home page is the same old, same old – the same theme with a different logo and stock image – you give people like me an excuse to leave. And forget.

I couldn’t find what I was looking for.

Maybe you tried to be clever with your page titles instead of being obvious. Maybe your navigation was complicated. Maybe the language you used to preview the content on certain pages was unclear. Maybe your Home page didn’t function properly on my smartphone.

I looked and looked but couldn’t find. And nothing pointed me in the right direction.

I have climbed the highest mountains. I have run through the fields. But I still haven’t found what I’m looking for.

So I left.

I didn’t know what to do next.

I liked what I saw on your Home page. You grabbed my attention and kept my interest.

Now what?

Without a clear call-to-action, your visitors may take the less desirable action. Or no action at all.

While I was trying to figure out what the best next step would be, I got an email from a potential client. Then my wife called.

Maybe I’ll get back to your website later.

I didn’t trust you.

You didn’t put your contact information on your Home page. The design and content seemed a bit on the amateur side.

I got clobbered with sales pitches, self-serving yet unsubstantiated claims of greatness, and pop-ups that tried to make me feel stupid for not submitting my personal information.

In other words, I got the feeling you were more interested in making a buck and adding me to your email list than helping me. Even if that’s true, you didn’t have to make it so obvious on your Home page.

I was a little uncomfortable. And you didn’t earn my trust.

So I left.

I had to pinch, zoom and rotate.

I expect a website, especially the Home page, to be equally intuitive, informative and visually appealing on my 5-inch smartphone and my 24-inch desktop monitor.

Perhaps you think my expectations are too high. I disagree. This is 2015 for goodness sake.

But that’s fine. I left your website and found a competitor who met my expectations.

It never showed up.

It loaded. And loaded. And loaded.

I don’t know why it took so long, but that’s not my problem. So I left.

Is your website’s Home page a trampoline or Elmer’s?

If you want people to get beyond your Home page, make sure you understand who your visitors are and what they want. Make sure your content, design and functionality give them what they want and deliver the user experience they expect.

Give them one compelling reason to continue their journey. Not three reasons or 10 reasons. A website visitor only needs one good reason to click and move one step closer to a sale.

To be fair, not every visit needs to go deeper than the Home page to be considered successful. For example, if the visitor goes to a retailer website to get the store address, finds it, and quickly leaves, the Home page did its job.

But is it ever a bad thing if someone wants to learn more?

Take a look at your Home page and break it down piece by piece. Ask your customers what they like and don’t like. Remove or improve the parts of your Home page that are likely contributing to a higher bounce rate.

Be Elmer’s, not a trampoline, and start converting more visitors into clients.

Why Content Is the Customer Experience

Tue, 11 Aug 2015 20:47:00 GMT

When we talk about the customer experience, we typically talk about the in-store experience. How easy it is to find your way around the company website. The mobile experience. The quality of customer service and support. How the product actually works. What makes your customers happy.

But that’s not the whole story.

We live in an age in which more than 60 percent of the B2B buyer’s journey happens before they contact the seller. With B2C, Forrester estimates that number is 70-90 percent.

That tells me content doesn’t just support or reinforce the customer experience. Content doesn’t just preview or set expectations for the customer experience.

Content is the customer experience.

Without the right content, you don’t just lose sales.

You won’t even be able to get people to the point of sale, whether it’s in person, online or on the phone.

Because the content you’ve delivered – the part of the customer experience that determines whether or not someone will contact you – fell short.

Or you didn’t deliver any content at all.

We create and share valuable, relevant content on a regular basis because we want to build trust. We want to make connections and strengthen relationships. We want to establish our expertise. We want to educate clients and prospects. We want to overcome objections and speed up the sales process.

We want to convey what we do, the value of what we do, and the value of doing business with us, so people want what we’re selling.

We want to achieve each of these goals by providing content that’s as clear, transparent and powerful as possible.

Imagine the quality and impact of the customer experience if all or most of these things were removed from the equation.

If the majority of a buyer’s decision is made based on what they find online, great content is much more than a nice-to-have.

Content is a must-have if you expect buyers to finish their journey.

In a previous post, I discussed the fact that people don’t just want to hear about your products and services. They want information.

They want the information – the content – that will help them make an informed purchasing decision.

That content is the customer experience. And it will only become more important as people rely more on what they can instantly find online and less on human interaction.

When you say you don’t need to invest in blogs, newsletters, white papers, case studies, videos, podcasts or any other content that people crave, you’re ignoring two critical components of the customer experience.

The beginning of the journey. And the reason to continue until a purchase is made.

I’m not trying to downplay or minimize the parts of the customer experience mentioned in the first paragraph of this post. The whole customer experience is greater than the sum of its parts.

I’m just saying that you neglect a monumentally important part of the customer experience when you neglect your content.

The customer experience may reach its climax when someone hands over a credit card to a store associate, signs a contract in your office, or hits the “buy” button online.

But people will never get to that point if your content doesn’t do its job. Or if you have no content at all.

Marketing Observations from my Summer Vacation, 2015 Edition

Tue, 04 Aug 2015 18:31:00 GMT

My wife, Kelly, and I decided to keep the travelling to a minimum for this year’s summer vacation. Along with 5-year-old Caitlin and 2-year-old Cassidy, we drove about two hours to Wildwood. For those of you who are unfamiliar with the Jersey Shore, that’s near the southern tip of New Jersey.

First, let me say what a fantastic place this is for a family vacation. The rides at legendary Morey’s Pier on the Wildwood boardwalk. Beautiful, clean beaches. The Cape May Zoo and Lighthouse. Dolphin watching. Great local seafood restaurants.

There’s a reason why we ran into people from Texas, Quebec, Ohio and all points in between. Needless to say, I highly recommend Wildwood and Cape May.

Of course, I couldn’t completely remove my marketing nerd hat, so I snapped a bunch of photos that I’d like to share, along with explanations of why I snapped them.

When we checked into our condo, the lady at the desk asked us to not hang beach towels and blankets over the rail of our terrace. I didn’t think anything of it until we were walking up to the boardwalk and I saw a bunch of towels hanging on these rails. It really does detract from the building’s appearance. Kudos to the managers of our property for doing little things to maintain the best possible image.

Most vacationers go to the grocery store after checking in on Saturday. I chose to wait until Sunday morning and this is what I found when I was looking for fresh bread. This is less about marketing and more about the customer experience. I understand there was a mad rush on Saturday, but if you deal with this every weekend, you should have a plan for product replenishment.

Sometimes the best marketing is a unique idea, which is extremely difficult to achieve in an oversaturated marketplace. I’ve spent most of my life at or near the Jersey Shore and have been to hundreds of beach and nautical-themed shops, but I’ve never seen handbags made from recycled sails. Congratulations to this shop in Cape May for owning an interesting niche. The only other Sea Bags locations are in Maine and Massachusetts, and at www.SeaBags.com .

I’m all for being a little offbeat, irreverent, and outside the mainstream, but I didn’t get the camel mascot. Also, the college kids who were either drunk or deliberately annoying while dressed up in the world’s worst camel costume (not pictured) didn’t amuse anyone. Maybe I’m just getting old and cranky.

Sign, sign, everywhere a digital sign! I saw digital signage at my local Dunkin Donuts before we hit the road for Wildwood. I saw them again at a grocery store and a Wildwood ice cream parlor. Digital signs are becoming very popular with retailers, convenience stores, and restaurants because they allow these establishments to display and update merchandise and menu items, promote special offers, remotely change content on the fly, and keep customers engaged and informed.

Please ignore the picture-taking clown in the reflection of this particular digital sign.

When we were looking for a place to grab a bite on a hot and humid day at the boardwalk, two things stood out – “air-conditioned dining room” and “family dining.” We tend to eat a little early to avoid the crowds, but all of the other families in this restaurant had at least one kid in a stroller – just like we did. Simple, relevant messaging works.

Which one of these advertised products is not like the other? Maybe I’m just a prude, but lumping hermit crabs – living, breathing animals – together with jewelry, tattoos and electronics rubbed me the wrong way.

I haven’t been able to find a definitive history of aerial advertising, but based on my research, it dates back to the 1940s after World War II. It remains a popular form of advertising for its ability to reach dense groups of people, like beachgoers. The rise of mobility, ecommerce and social media has made aerial advertising more interactive, enabling consumers to redeem offers immediately.

At the Cape May Lighthouse, the absence of obvious marketing was the best approach to promoting this historic landmark because it doesn’t compromise its dignity. Instead of using big signs with price points for lighthouse tours, small displays with stories about the history of the lighthouse were placed inside and outside the structure. I’m kicking myself for not snapping a photo of one of those displays, but I didn’t view them as marketing at the time. Which is why they were so effective.

This ad from a local publication called the Wildwood Sure Guide (yes, that’s spelled correctly) proves that helpful, valuable content isn’t reserved for blog posts, social media and newsletter articles. A clear, concise golf tip with corresponding visuals is sure to grab the attention of the vacationing golfer, who may just go online to learn more about the book mentioned in the call-to-action.

I loved this ad from the same publication because of how the message speaks directly to the needs of local property owners – until I saw the misspelled word. Ugh! I cut out the name of the company at the bottom of the ad to spare the business owner from the embarrassment.

As any parent knows, a vacation with a 2-year-old and a 5-year-old isn’t exactly relaxing. Our Wildwood vacation was physically exhausting but mentally refreshing.

Best. Vacation. Ever. I’m an incredibly lucky husband and dad.

I even came away with blog material without doing any actual work. Now, back to the grind. Boo.

What are your thoughts on these marketing nuggets from my summer vacation? Agree or disagree with my observations?

3 Reasons to Hate List Posts and 5 Reasons to Use Them Anyway

Tue, 21 Jul 2015 20:21:00 GMT

As long as people can come up with a list of reasons, ways, benefits, solutions, secrets, tactics, strategies, warning signs, or even people, there will be list posts.

Like this one. Which is actually two list posts in one. Boom.

When researching this post, I found dozens of articles about why people hate list posts. Even list posts about why people hate list posts. Which should tell you something.

But we continue to see list posts every single day. In my LinkedIn Pulse email this morning, there were six articles. Four of them were list posts.

Love them or hate them, people continue to write them and share them. Let’s start with why many people claim to hate list posts.

1) List Posts Are About as Deep as a Puddle

Lists typically involve bite-size chunks of information and high-level details, not in-depth information and analysis. If you really want to get up to your elbows in a topic – if you want to eat the full-size Snickers – you’re probably not going to read a list post.

Of course, content snobs, simplicity is what people love about list posts.

2) List Posts Are Vomit

The average list post is a compilation of regurgitated information from content that already exists. Sure, there may an interesting new nugget and a personal, original spin on a topic, but for the most part, it’s just yesterday’s lunch.

Of course, content snobs, the personal, original spin and new nuggets are what people love about list posts.

3) List Posts Have Been Done to Death

Ever since God gave Moses the Ten Commandments, people have been creating and sharing content in a list format. We’ve just evolved from carrying and reading stone tablets to publishing and sharing online.

Of course, content snobs, there’s a reason why people continue to spit out list posts like a Pez dispenser.

List posts work. Period.

Even though we may claim to hate them, list posts are shared more frequently than any type of content other than infographics, according to research from BuzzSumo.

Despite the emergence of photo and video platforms, podcasting, and dozens of flavor-of-the-week social channels, the ubiquitous list post has stood the test of time and continues to perform well.

Here are five reasons why list posts work.

1) List Posts Set a Clear Expectation

A list post makes a very specific promise. There are no surprises. We have a pretty good idea of how the story ends and what we’ll get out of it. As long as you deliver on the promise of your list’s headline and meet the reader’s expectation, you’ll be in good shape.

This is even helpful for people who choose not to read your posts because you’ve made it clear that it’s not relevant or valuable to them. They may not read, but at least you haven’t wasted their time by trying to trick them into reading. And they may just read one of your posts down the road.

2) List Posts Offer Multiple Solutions

People read content because they want information that will help them solve a problem or make a more educated decision. A list post provides more than one piece of information that can help someone, which creates the perception of higher value. Which is why list posts are shared so much.

3) List Posts Are Easy on the Brain

That little three-pound organ nestled between the ears is a miracle of nature that can do amazing things. But there are times when we don’t want the brain to do too much heavy lifting.

List posts are well-organized in a simple format. They’re easy to skim. Information is already categorized for us. Information is easy to process and absorb without taxing the noggin.

4) List Posts Get People Talking

Every reader, if they really wanted to, could come up with something to add to your list. Every reader, for damn sure, has an opinion on at least one item on your list. List posts provide people with more things to agree or disagree with. And if there’s one thing about opinions, it’s that we want as many people as possible to hear them.

It’s called engagement. And list posts knock engagement out of the park.

5) List Posts Give You More Blog Ideas

If you have a list post of 10 things, I bet at least five can be expanded to their own standalone blog posts with more in-depth analysis. Just like anything else, too many list posts can be overkill, so you need to find the right balance with deeper content.

The Bottom Line

I approach list posts like I approach any other content. I read and enjoy list posts that are relevant to me and have compelling headlines. I don’t read the ones that are irrelevant and painfully generic. If I do get sucked into reading a lousy list post, it won’t be easy to get me to read something from that author or publisher again.

But that has nothing to with the fact that it’s a list post. It has to do with content that sucks.

Be careful about dismissing list posts from your content arsenal just because you’re sick of them. You see them all the time because they’re working.

Look for new ways to get the attention of your audience. Be original. But until the numbers say otherwise, you can do a lot worse than sharing a good old list post.

The Word “Free” in Marketing: Powerhouse or Red Flag?

Tue, 14 Jul 2015 20:05:00 GMT

It’s been called the most powerful word in the history of marketing, as powerful today as it has ever been.

It’s been called the most overused and overrated word in the history of marketing, nothing more than a gimmick used to seduce and often deceive the consumer.

Many will say “free” works because it triggers a strong emotional response. It immediately creates the perception that no risk is involved. If the product or service sucks, at least you didn’t pay for it.

Others will say “free” doesn’t work because the emotional response it triggers isn’t always positive. People may think there’s a catch. A hidden risk. Sure, you say it’s free, but there must be some fine print somewhere. People may also think something offered for free has little or no value. It cheapens the product.

In the specific case of email marketing, MailChimp recommends avoiding the word “free” in subject lines because it triggers spam filters. However, HubSpot has published the results of A/B tests that showed the word “free” had no effect on email deliverability.

Even the spam filters can’t agree about whether “free” is a good or bad thing.

What Does “Free” Really Mean?

By definition, in the context of marketing, something is free if it doesn’t require a payment. But for many of us, the definition isn’t black and white.

If you’re offering a free set of earbuds with the purchase of a new smartphone, one could reasonably say they’re not really free. They have to make a purchase, and they’re paying for the smartphone and the earbuds.

If you’re offering a free trial of a service, does it automatically roll into a paid subscription? If you sign up to view a free demo or receive a free quote, will you be added to mailing lists and receive an endless barrage of sales pitches?

In other words, the ensuing inconvenience and aggravation aren’t free in the eyes of many. Time is money, right?

A Lindt Truffle or a Hershey Kiss?

In his book Predictably Irrational , Dan Ariely tested the power of the word “free” when offering people a choice between a Lindt truffle and a Hershey Kiss.

When the Lindt truffle was priced at 15 cents and the Hershey Kiss was priced at 1 cent, 73 percent of study participants chose the truffle.

When a different group was offered these products for a penny less – the Lindt truffle for 14 cents and the Hershey Kiss for free – 69 percent chose the Hershey Kiss.

This study tells us that the word “free” can motivate people to buy differently, even when the value and quality of the product hasn’t changed.

Ariely also points out that people hate to lose out on things and instinctively reach for low-hanging fruit when it presents no risk and requires no effort.

While this exercise does speak to the power of the word “free,” it doesn’t mean everyone should run out and use it in their marketing.

Will “free” attract the kind of customers you want?

The same general rule that applies to most widely used marketing tactics applies to the use of the word “free.” It can be helpful when used intelligently and in the right context.

Think about not only how the word will be perceived, but also the kinds of customers it will attract.

“Free” might make sense as an incentive in a direct response advertising campaign when the goal is to sell as much stuff as possible as quickly as possible.

“Free” probably won’t make sense if you’re offering a professional service. For example, lawyers don’t want to be viewed as a commodity. They don’t want to attract discount shoppers. They want to build long-term, profitable relationships and gain referrals.

In some heavily regulated industries, the Federal Trade Commission offers long, complicated guidelines for use of the word “free” in marketing. Ignore these guidelines at your own risk.

“Free” Works Best When Surrounded by Good Content

Too many marketers use “free” as a crutch. Either they can’t come up with something compelling to say about their product or service, or they don’t want to put any effort into their marketing.

It kind of reminds me of the old days of search. The message didn’t matter much as long as you stuffed your content with keywords.

“Free” can add value to your message and your offer, but it can’t manufacture value out of thin air.

In many cases, “free” is a throw away word, almost like a marketing cliché that business owners and marketers feel must be included in their marketing.

For example, they offer free estimates or a free consultation even though no other business in their category charges for an estimate or consultation. In that case, “free” has no value and isn’t a selling point.

Even if you use “free” intelligently, you still need to understand your audience. You still need a strong headline that resonates with your audience. You still need to show how your product or service solves a problem, fills a need or makes their lives better. You still need a call-to-action that tells them exactly what you want them to do next.

In other words, you still need to do the work.

My Take on the Word “Free”

I’m in the red flag camp.

Maybe I’m a cynic, but unless “free” is coming from a person or company I know and trust, I’ve been conditioned to believe that there’s always a catch. A hidden charge or obligation. A flood of solicitations in my future.

I also don’t use “free” in my marketing. My proposals, consultations, and subscriptions to the my blog are free, but I don’t describe them that way. In this case, “free” doesn’t add value for some of the reasons mentioned previously.

As a provider of a professional service, I don’t do free. Outside of the occasional pro bono project, my business is for-profit.

I’ll offer high-level feedback on a potential client’s existing content for free, but in-depth analysis is something I charge for.

I’ve kicked around the idea of offering free stuff, but I always come back to the same line of thinking.

There’s value to that. So I should charge for that.

But that’s the nature of my business, and my reasoning may not be valid for your business.

Do you use the word “free” in your marketing? In what context? Is it working?

What’s your reaction when you see “free” in marketing directed at you?

The One Thing You Should Demand of Marketing Rockstars, Ninjas and Jedis

Tue, 07 Jul 2015 19:27:00 GMT

Too many marketers and consultants, desperate to manufacture a meaningful and unique value proposition, have been using these colorful titles for a few years now.

Even though there’s nothing meaningful, unique or valuable about them.

I thought these titles would have all but disappeared by now, but they seem to be more prevalent than ever.

Facebook mavens. Content evangelists. Design ninjas. Social media jedis. Marketing gurus. Video rockstars. SEO masters.

After all, anyone would kill to rub elbows with a real life rockstar, ninja, guru or jedi. We all wish we could be surrounded by such coolness and wisdom.

Of course, these empty titles aren’t limited to marketing. There are tens of thousands of LinkedIn users, maybe more, who refer to themselves as gurus, mavens, ninjas, jedis, rockstars, masters or evangelists.

Throw the equally meaningless “expert” into the mix and that number jumps into the millions.

Sorry, I didn’t have the time, the patience or the stomach to tally up the exact numbers. Do a people search on LinkedIn using those terms and you’ll see what I mean.

Lame titles have become the equivalent of marketing clichés.

You know what I’m talking about.

Highest quality. Friendly, knowledgeable staff. Best customer service. One-stop shop. Industry-leading expertise. Blah blah blah is in our DNA. We do blah blah blah so you don’t have to.

Like the list of titles mentioned previously, these marketing clichés are vague and meaningless. They give people a reason to look for other options. People have heard these phrases so often that they go in one ear and out the other.

As much as lame titles and marketing clichés frustrate me as marketer and content writer, they frustrate me even more as a consumer.

When I’m looking for a reason to choose one product, person or company over another, and all I see are ridiculous titles and clichés, it makes my decision more difficult.

Lame titles and marketing clichés don’t educate me. They don’t make me feel a certain way. They don’t earn my trust.

They just annoy the hell out of me.

So next time you encounter a self-proclaimed rockstar, ninja or guru, don’t take their word for it.

Make them show you proof.

For years, I’ve told abusers of marketing clichés to dump the vague, empty language and give their audience something of substance. Something of value. Something that will put people one step closer to a sale.

In other words, don’t just say it. Prove it.

For example, if your customer service really is the best, tell me what makes your customer service better than everyone else’s customer service.

If you can’t, maybe customer service isn’t as strong a selling point as you think.

The same goes for so-called experts, ninjas, mavens and evangelists.

If you don’t dismiss them right out the gates for using a silly title, tell them to explain why they’re qualified to write your content, develop your SEO strategy, build your website or manage your social media platforms.

Tell them to show you their process. Tell them to show you examples of their work. Ask them to provide you with contact information of a client or two so you can get a real world perspective on their work.

If they make claims about being able to deliver certain results, tell them to validate those claims with actual data.

Don’t let them get away with just saying it. Demand proof.

Talent Zoo CEO Rick Myers said it best in a tweet a couple of years ago:

“Saying you are a bad-ass rockstar ninja on your resume really says you are a scaredy-cat yodeling thumb-wrestler.”

The same applies to websites, social profiles and professional bios.

Beware of meaningless, superficial titles, and make sure you dig deeper to find out exactly what the gurus, experts and jedis have done to earn such a lofty status.

New Study Confirms that Content Drives SEO Success

Tue, 23 Jun 2015 20:08:00 GMT

It’s hard to believe Bill Gates wrote his famous “Content Is King” essay nearly 20 years ago. Clinton was President, Independence Day ruled the box office, E.R. and Seinfeld ruled prime time TV, Macarena ruled the airwaves, and I was a Jersey Shore radio deejay.

Playing Macarena. Until my ears bled. Pretending I liked it.

My, how times have changed since 1996. For everything except the importance of content.

Mr. Gates said people “must be rewarded with deep and extremely up-to-date information that they can explore at will” and “those who succeed will propel the Internet forward as a marketplace of ideas, experiences and products – a marketplace of content.”

The recent Search Engine Optimization (SEO) Survey Summary Report from Ascend2 , covered in eMarketer , reinforces the prophetic ponderings of the world’s richest man.

Let’s connect the dots and numbers…

The study found that the most important objectives of SEO are to boost search rankings (66 percent), website traffic (58 percent) and lead generation (55 percent).

89 percent of respondents said SEO is somewhat or very successful in achieving these important objectives.

72 percent of respondents said the most effective SEO tactic is relevant content creation.

Yes, it’s fair to say content is still king, especially in the land of search.

Creating relevant content was far and away the most effective SEO tactic, ahead of keyword research (48 percent), frequent website updating (34 percent) and relevant link building (33 percent).

Like Mr. Gates said, people expect to be rewarded with information . Information that educates and helps them decide what product or service to buy and from whom they should buy it. Information that is now valued more by Google’s algorithms than anything else.

By the way, the study found that the most useful metrics for measuring SEO effectiveness are website visitor traffic (54 percent), leads generated (50 percent), visitor conversion rate (47 percent) and keyword search rankings (44 percent).

Content works, but it’s not easy.

Relevant content creation ranked as the second most difficult SEO tactic to execute (48 percent), behind only relevant link building (52 percent) and far ahead of frequent blogging (28 percent) and frequent website updating (28 percent).

Most companies don’t have in-house SEO or content creation expertise, which explains why nearly two thirds of companies outsource at least part of their SEO tactics. 17 percent outsource everything.

Investing in content helps overcome the biggest obstacles to SEO success.

According to the Ascend2 study, here are the top five obstacles to SEO success and how I believe content can help overcome them.

The study found that the sixth biggest obstacle to SEO success is the lack of an effective strategy (31 percent). I think it’s fair to say that a better strategy would also go a long way to leaping over some if not all of these hurdles.

Let’s give props to BGIII and extract common sense from the numbers.

Bill Gates was onto something much more profound than a silly song by Los del Rio. He was onto it long before there were blogs, search engines and social media.

This new study confirms the regal status of content, especially as it relates to SEO.

SEO helps businesses improve search rankings, website traffic and lead generation. Most businesses are getting better at SEO. Content creation is the most effective SEO tactic, but it’s also difficult to execute.

So…

If you’re using SEO as part of marketing strategy – and you want SEO to work – killer content must be part of the equation. If you don’t have in-house talent, content writing is a wise investment.

Unless the numbers are lying. Which they rarely do.

6 Reasons Why Your Blog Headlines Aren’t Working

Tue, 16 Jun 2015 23:40:00 GMT

Our inboxes and social media feeds are overflowing with blog posts. We may actually read a handful each day.

There are some people – the Richard Bransons, Guy Kawasakis and Arianna Huffingtons of the world – whose posts will be read religiously regardless of topic.

The rest of us need kickass headlines.

As readers, we’re drawn to blog posts that have those magnetic headlines. As content publishers, it can be difficult to choose the right combination of words that will inspire someone to keep reading.

If your blog posts aren’t getting enough traffic, it’s time to take a hard look at your headlines.

I’ll skip the obvious grammar, punctuation, capitalization and spelling mistakes that torpedo a shockingly high number of blog posts. Carelessness is difficult to cure.

Instead, let’s focus on the deeper headline issues that could be preventing you from making as much money from your blog as you could be.

1) The False Promise

People read your blog based on your headline. Sure, an image can help, but it’s the headline that gets them to click.

The headline sets the expectation about why the blog post is worth the reader’s time.

If your blog post fails to meet that expectation, why would the reader ever read anything else you publish?

The headline and the content need to be in sync. You could have a great content, but if it doesn’t deliver on the headline’s promise, you risk permanently alienating readers.

I always start with a working headline and then tweak it if necessary to eliminate any disconnect between the headline and the content.

2) Clickbait

Here’s where the definition of “work” comes into play. Many people believe headlines that work are those that get people to click.

I’m not one of those people. I want people to find value in my blog posts so they would consider hiring or referring me should the need arise.

When someone makes an outlandish or sensationalistic statement in their headline that isn’t backed up with sound reasoning or data, the headline didn’t “work.”

It lied.

Or at the very least, it misled. Either way, it shows you care more about the click than providing something of value to the reader.

One approach that always makes me roll my eyes is the proclamation of death . SEO is dead. Marketing is dead. Print is dead.

None of the things that are proclaimed dead in these blog headlines are actually dead. Ever.

Clickbait is the worst example of the broken promise. Don’t compromise your credibility and trustworthiness for a bunch of meaningless clicks.

3) No Feeling

Blog headlines that try to get people to think a certain way are much less effective than blog posts that try to get people to feel a certain way.

Just like our purchasing decisions are driven more by emotion than logic, so are our decisions to read and share blog posts.

The human brain is wired to anticipate happiness more than sadness. We anticipate positive events and experiences .

Headlines need to be emotional, whether you’re empathizing with the reader or tapping into their frustration. An emotional headline motivates someone to act in anticipation of a positive, emotional result.

That’s why blog posts with emotional headlines that target the heart are read and shared more often than those that target the brain.

4) Soft Language

I’m not a fan of political correctness. Some people seem determined to find something that offends them.

When it comes to blog headlines, you lose impact when you soften the language in an attempt to please everyone.

If you’re going to publish a blog, accept the fact – and embrace the fact – that not everyone will agree with your position. Not everyone will agree with how you state your position. Not everyone will agree with your language choices.

Sometimes people need to be rattled, disturbed or shocked. Sometimes that requires a blunt or hard-hitting headline.

Don’t be deliberately disrespectful or insensitive, but don’t sugarcoat things. As long as what you’re saying is honest and accurate, and how you’re saying it is consistent with your brand voice, let ‘er rip.

5) The Wide, Wide, Wide Net

I saw an article on LinkedIn with the headline, “4 Insurance Tips Everyone Should Know.”

This headline doesn’t specify a particular type of insurance. It doesn’t specify why everyone should know about the tips. And I’m quite confident that there are zero insurance tips that truly apply to everyone.

I clicked anyway for the purpose of writing this post and found four videos that offer tips about four different types of insurance. Interestingly enough, the four videos have great headlines. It’s just unfortunate that the main headline was so vague.

In this case, the insurance provider wanted everyone to care about these tips. They tried to be relevant to everyone with an all-inclusive headline, but you know what they say about trying to be everything to everyone.

Unlike a specific, targeted headline, one that casts too wide a net makes it more difficult for the reader to see the payoff. That’s why numbers are so effective in headlines, whether you’re publishing a list post or sharing a statistic.

Not only does the use of numbers subconsciously trigger the brain to interpret the content as important, but numbers give your headline specificity and establish a clearer expectation.

Which headline is more powerful?

Study: Companies that Blog Produce More Leads

Study: Companies that Blog 1-2 Times per Month Generate 70% More Leads

True, by the way, according to HubSpot.

6) Keyword Overload

It doesn’t take much to overload a blog headline with keywords. In fact, one awkwardly placed keyword can kill a headline.

People aren’t stupid. Neither are Google’s algorithms. They all can spot a weak attempt at keyword stuffing from a mile away.

Want Help Analyzing Your Headlines?

This free Headline Analyzer tool from CoSchedule lets you type in your headline and provides analysis and recommendations based on a number of factors. Give it a shot and see how your blog headlines rate.

People Don’t Just Want Products and Services. They Want This.

Tue, 09 Jun 2015 20:49:00 GMT

I’ve lived in my house for almost seven years. Finally, I think I’ve found a plumber that I can trust to show up for an appointment, handle repairs and installations, and not try to screw me when they hand me the bill.

Why did it take so long to find a plumber? I dread looking for service providers.

I don’t know who to trust. Everyone says the same thing. There is no real difference in the services they provide. And I’ve been equally burned by companies I’ve found through referrals, search and advertisements.

Fortunately, this particular plumber is in the same networking group as me, so accountability is high and risk is relatively low.

Typically, the only way I’ve been able to sift through any number of companies is through trial and error. And you know what? I’m done.

If I want to gamble, I’ll hit the tables in Atlantic City. At least I’ll get a free drink even if I lose.

When I’m trying to choose a service provider or purchase a product, I don’t have the time, money or patience to roll the dice and hope for the best.

I’m like most of your clients and prospects who don’t just want to hear about your products and services.

People want – and expect – information.

You’ve probably heard statistics that say 60 percent or more of a buyer’s purchasing decision is made before the buyer ever contacts the seller.

People expect you to provide them with the information they need to make an educated decision about how and where they should spend their money.

This wasn’t the case 20 years ago or even 10 years ago, before people had instant access to virtually unlimited information in the palm of their hand.

Information is constantly showing up in their inboxes, apps and social media feeds. If the information they need doesn’t show up, a simple search will bring that information to them.

People want to know what you do and the value of what you do. They want to know your story – the people and values behind your business. They want you to answer their questions, address their concerns and clear up any confusion.

The right information makes people feel right about their purchase.

People use information to justify their investment and choose you over a competitor. If you don’t step up and be that source of information that your clients and prospects expect you to be, they’ll get their information someplace else. And spend their money someplace else.

That’s why you need to consistently create and share information. You don’t have to pump it out every day or even every week, but you do have to be consistent.

Marketers call it content. Regular people call it information.

The great thing about this information is that it works for you around the clock. Unlike an ad that disappears after certain amount of time or views, your information becomes a permanent online record of your knowledge and passion.

I focus my efforts on my blog, which is my biggest revenue generator. According to HubSpot Research , marketers who emphasize blogging are 13 times more likely to see positive ROI. That stat makes me smile.

And please don’t say blogging works for me because I’m a writer. That’s incidental. All it means is I don’t have to hire someone to write my blog for me.

Anyone with knowledge, passion and a plan can make money from blogging.

Blogging works for me, but another format may work for you. Publish a newsletter. Record a podcast. Produce videos. Write in-depth e-books and whitepapers. Choose whatever works for you and your audience.

Gartner predicts that, by 2020, customers will manage 85 percent of their relationships with businesses without interacting with a human.

Take a look at your online presence. Are you providing information that would earn someone’s trust and persuade them to do business with you?

Maybe if a local plumber had provided me with the information I needed and convinced me to hire them, I would have found my plumber years ago.

Of course, it’s not just plumbers. Most financial planners, lawyers, mortgage lenders, electricians, and professionals in other business categories – including so-called marketing consultants – are equally guilty.

The million dollar question is this.

Are you going to provide the information that people want and expect from you, or are you willing to let a competitor become their go-to source of information?

How Reading to Your Kids Can Help You Write Better Content

Mon, 01 Jun 2015 23:13:00 GMT

My wife and I read to our daughters every night at bedtime. We alternate between 5-year-old Caitlin (right) and soon-to-be 2-year-old Cassidy (left).

We alternate because getting Caitlin to wind down takes about 15 minutes. For Cassidy, it could take an hour and include chasing her down the hall.

Caitlin has become a fan of the Fancy Nancy series of books by Jane O’Connor. Nancy, the main character, is a young girl who loves to dance, dress up, and play with dolls. She also has a little sister named Jojo who can be a handful.

My Caitlin can relate.

What I like about Fancy Nancy is how it introduces new words and explains them in a way a 5-year-old can understand. Here are some of my favorite examples.

I’ve already started to follow this approach when Caitlin hears a word she doesn’t understand, like when she asked me what “bald” means.

I said, “A person is bald if they don’t have any hair on their head. Like your Uncle Dave.”

From a marketing content perspective, there are two things you can learn from reading to your kids, especially the Fancy Nancy books.

Big words aren’t impressive. They’re confusing.

I always talk about the need for clarity in marketing content. That doesn’t mean you should try to replace 10 words with one word when that one word is likely to go over your audience’s head.

I’ve said many times that if you can take 200 words of content and make your point just as powerfully in 100 words, you should do it.

But not if it makes your content less clear. Sometimes clarity requires more words.

It’s one thing to introduce kids to words in a children’s book. But, as a business owner or marketer, if you’re using language that you have to explain to your audience, it’s time to use simpler language.

You’re not impressing anyone. In fact, some people may find you arrogant or pretentious.

That’s fancy for trying to look smarter than you really are.

My eighth grade English teacher used to refer to small words at “5-cent words” and bigger words as “50-cent words.”

Use 50-cent words if you want to impress your English teacher. Use 5-cent words if you want to use marketing content to build relationships and make money.

Smaller words allow you to be more expressive.

Scroll up and look at my list of favorite Fancy Nancy -isms. Which is more expressive and emotional – the big word or the explanation?

For example, what paints a more vivid picture?

“Standing ovation” or “everyone jumps up and claps like crazy?”

Granted, “standing ovation” isn’t a complicated phrase for adults, but for a 5-year-old, it’s nowhere near as clear or expressive as “everyone jumps and claps like crazy.”

Go through your marketing content and circle the big words that may not be easy for your audience to understand.

How can you use different words to create more impact while making the brain work less?

Use short sentences with smaller words. Use metaphors to make your content more relatable and emotional. Use better nouns and verbs and fewer adjectives and adverbs .

Think about how you would make the same point in an actual conversation. Then use the same language in your content.

Read to your kids. Listen to their questions about words they don’t understand. Remember how you answer those questions, and apply the same principles to your marketing content.

Should LinkedIn Allow Political Candidates to Use Its Publishing Platform?

Mon, 25 May 2015 17:40:00 GMT

Last Friday, I received my daily LinkedIn Pulse email. The “highlight of the day” was an article from Hillary Clinton, 2016 Presidential Candidate.

Because I’m an admitted marketing/politics/news nerd – and a small business owner – I read the article.

Ho-hum.

It was pretty much what I expected. Some general suggestions with no specifics, just like what you would hear during a campaign speech.

What fascinated me were the comments. Many LinkedIn users called out LinkedIn for allowing its publishing platform to be used as a megaphone for a political candidate.

Some said they would be cancelling their premium membership, while others said they would stop using LinkedIn completely.

That seems a bit drastic and I’ll believe it when I see it, but the reaction does raise a fair question. Should LinkedIn allow political candidates to use its publishing platform to post content that amounts to a campaign speech?

LinkedIn and its users have a few factors to consider before answering that question.

It’s virtually impossible to differentiate between valuable, relevant content and “campaign-speak.”

Hillary, like any other candidate, could say her article was intended to start a discussion. Many would obviously disagree.

At the same time, most users of LinkedIn’s publishing platform post articles that are nothing more than self-promotional drivel. Poorly written, self-promotional drivel.

If you’re not going to ban articles from political candidates across the board, is there really a fair, consistent way to categorize content? And who makes that call?

If this particular article was written by a small business consultant named Hillary Smith, I wouldn’t be writing this post.

There was nothing wrong with the recommendations in the article, but it was just another post that would have been tossed on top of the heap of “nothing special” content you typically find on any publishing platform, including LinkedIn.

But that wasn’t the case. This was an article by the Hillary, which explains the reaction.

This article brought out the worst in many LinkedIn users.

Some users tried to keep the conversation productive by offering their thoughts on improving the small business climate in our country.

The majority saw this as an opportunity to spew names that ranged from “liar” and “criminal” to “evil” and “Hitler.” Many commenters then took out their aggressions on each other.

While you don’t want discussions to devolve into name-calling and hate, it’s not LinkedIn’s responsibility to babysit a bunch of “professionals” who don’t have the good sense to act like adults and be respectful of each other.

There’s also that “freedom of speech” thing, which gives people the freedom to prove they’re idiots.

Ultimately, people who post those kinds of comments are only hurting themselves, but the quality and tone of the discussion is something that should concern the folks at LinkedIn.

As a professional networking and career development platform, LinkedIn is held to a higher standard than other social channels. If this kind of discussion becomes commonplace, it could damage the LinkedIn brand.

Is LinkedIn using this post to test the waters?

The powers that be at LinkedIn bestowed upon Hillary the title of “influencer” even though this article was her first published post.

I found that curious. Doesn’t that kind of devalue the label?

Of course, the “influencer” label means more eyes on the content, as if Hillary needs anything beyond her name to get plenty of attention.

This is pure speculation, but I wonder if LinkedIn is trying see if there’s an appetite for similar political content by highlighting the article of one of the world’s most polarizing political figures.

I took a look at the most recent posts from some of the most prominent influencers on LinkedIn. Let’s compare their levels of engagement with Hillary’s post.

Richard Branson: 108,809 views, 3,056 likes, 429 comments

Conan O’Brien: 207,021 views, 1,321 likes, 211 comments

Jack Welch: 258,324 views, 2,922 likes, 378 comments

Arianna Huffington: 272,603 views, 8,643 likes, 929 comments

Hillary Clinton: 94,920 views, 1,302 likes, 861 comments

I’m guessing Hillary’s article would have received more attention if it didn’t show up in Pulse feeds on the Friday before Memorial Day weekend, but I can’t say how much.

Even so, there’s obviously a ton of potential in terms of user activity and engagement when political candidates are allowed to publish.

Here’s my take.

I spent about 15 years of my life working in radio, and I abhor censorship.

I continue to believe that any radio host has the right to say anything that doesn’t violate federal laws or their employer’s code of conduct.

I also believe that station owners have the right to fire a host for saying something the owner feels is inappropriate, listeners have the right to change the station, and advertisers have the right to take their business elsewhere.

The same philosophy applies to LinkedIn.

If political candidates are allowed to set up profiles, they should be able to publish articles just like any other user.

All other users have the right to ignore that content, cancel their premium memberships and delete their profiles. Advertisers have the right to take their business elsewhere, and LinkedIn has the right to ban users for content and comments that violate its rules.

But…

Is it fair that a political candidate’s article goes right to the top of the news feed just because that candidate has more name recognition?

Is it fair that a political candidate earns the “influencer” title for the same reason?

Obviously, a content contributor like me will never bring more than a fraction of the views, likes and comments of any of the big names mentioned previously.

My concern is that political candidates could potentially dominate news feeds, especially during an election season.

Where does that leave small business owners like you and me who are trying to build a following by creating and sharing helpful content?

That’s a problem, and I have no idea what the solution is.

Spare me and everyone your political commentary.

I don’t care what you think about Hillary Clinton or any other candidate for public office. I don’t care what party or philosophy you support.

That’s not the point of this post.

For the record, I feel very confident in saying that no political rant in the history of social media has ever changed someone’s mind. In fact, political rants only deepen the divide between two sides.

And in most cases, they make you look like an ass.

So take it somewhere else.

However, if you have any thoughts about the use of LinkedIn’s publishing platform by political candidates, please share them here.

Why Consistently Inconsistent Marketing Is Risky Business

Tue, 19 May 2015 19:11:00 GMT

For most business owners, marketing is an “oh sh*t, we better do something” reaction to declining sales numbers. They wait until the work has all but dried up before they get serious about marketing.

They market until they have as much work as they can handle (if the marketing is done well). Then they stop marketing. When that work is just about gone, they start marketing again.

When marketing is done in spurts, the work comes in spurts.

Both are consistently inconsistent. And both are risky and wasteful.

Ongoing Maintenance vs. Playing Catch-Up

There will always be a certain level of volatility in terms of workload, but marketing in spurts makes the peaks higher and the valleys lower. Extreme volatility can be self-inflicted through inconsistent marketing.

How do you establish standard operating processes and maintain proper staffing levels? You have to hire enough people to get you through peak times and watch them sit on their hands during slow times. Or you have to bring in extra help to cover peak times.

Neither is the most efficient or effective solution.

What happens if you wait until things take a nosedive before you get serious about marketing, and the marketing doesn’t meet your expectations?

When you market in spurts and the marketing doesn’t work, you could be forced to bust your marketing budget to compensate. Even worse, you could be forced into cost-cutting measures that affect the quality of service and the customer experience.

Now your marketing and operational decisions are based on fear and desperation, not a carefully planned strategy designed to achieve specific business goals.

Suppose you’re in a race, whether it’s running, swimming or cycling. You’ll burn a lot more energy trying to catch up than you will when maintaining a consistently high level. The same applies to marketing.

Consistent marketing is more predictable and reliable, and less stressful and risky, than stopping and starting, over and over.

Consistent Marketing Reminds People Why You Matter

Marketing isn’t just about finding new business and tattooing your name and value proposition onto the brains of new prospects. It’s about reminding your existing clients and colleagues why they believe in you so they continue to find new business for you.

Never forget these two important facts:

First, 80 percent of referrals come from 20 percent of all sources of referrals.

Second, the human brain is wired to remember things that are recent.

Consistent marketing keeps you top-of-mind with your best referral sources. If you market in spurts, they could easily forget about you and start referring to someone else. That’s a potentially huge chunk of business to lose.

When you market your business week after week, month after month, year after year, you create the impression that you’re always out there. Your business won’t suffer if you take a little time off because you’re consistently bringing in leads.

More than top-of-mind awareness, consistent marketing reinforces your expertise and credibility, builds trust and confidence, and reinforces your brand – all of which will make someone more likely to hand over money for your product or service.

Marketing in Spurts Is Like Going on a Crash Diet

Instead of exercising and making smart food choices on a daily basis, most people latch onto the gimmick diet of the month when they want to look good for vacation or a special event.

Then they gain the weight back and continue the up-and-down, stop-and-start cycle. The results are always temporary.

Somebody who runs a marathon each year doesn’t just train for a couple of months and spend the rest of the year on the couch eating Bon Bons. They run all year and ramp up their training before the big race.

If you want your lawn to stay thick and green, you don’t wait until you see brown spots and flood it with water. You run the sprinkler every day.

Do you wait until your car breaks down before you change the oil? Do you wait until your teeth fall out before you brush?

But enough with the metaphors and analogies. You get the point. I hope.

Just save the rollercoaster ride for the amusement park.

Okay, that was the last one.

Marketing should be done consistently, not in spurts – unless you enjoy rolling the dice with your business, working harder than necessary, and spending more than necessary.

If that’s the case, a run for Congress may be in order.

2 Ways to Instantly Make Your Website More Trustworthy and Credible

Tue, 12 May 2015 22:54:00 GMT

A lot of business owners like to add bells and whistles to their website whether they add value or not.

They load up on social media feeds, videos, media coverage, testimonials and other content, thinking social proof and the use of modern technology will add to the company’s perceived credibility and trustworthiness.

But the 2015 B2B Website Usability Survey from Huff Industrial Marketing, KoMarketing and BuyerZone, which was covered in a recent Content Marketing Institute article, revealed that website visitors look for something much different.

Basic website components.

More specifically, contact information is essential to establishing trust and credibility.

Not the animation that plays automatically, not a Twitter feed, not a feature article in a major trade publication.

Contact information. Thorough contact information, as in a phone number, email address and physical mailing address.

It can be tempting to force visitors to use a contact form so you can gather more data from prospects. It can be tempting to force a visitor to call you because you think that gives you a better chance to close the sale.

But any attempt to force users to do something they may not want to do is a bad idea. Like it or not, the customer calls the shots.

Aside from the fact that many visitors don’t like to fill out forms or pick up a phone, providing basic contact information says more about your business than you realize.

Contact information makes your business more human.

People can be called and emailed. People have a physical workspace, or at least a mailbox. People can answer questions and solve problems.

Even if someone prefers not to deal with humans, simply knowing that humans exist behind the curtain makes the user feel better about doing business with you.

And it makes your business seem more trustworthy and credible.

Failure to provide this basic information creates doubt and makes people uncomfortable. It raises questions about your business and how you operate.

Here’s another stat I found interesting. When asked what information they want to see on the “home” page, 86 percent of survey respondents said “products and services.” Not surprising, considering this was a B2B survey.

But contact information, typically considered an afterthought, came in second at 64 percent, far ahead of things like testimonials (27 percent) and social media icons (12 percent).

What came after contact information was also somewhat surprising.

52 percent want to see an easy path to “about/company information.”

“About info/team bios” also ranked second behind “thorough contact information” as a “must have” content asset that establishes credibility.

Let this study permanently debunk the myth that people don’t read “About” pages.

They do.

Save the resumé for your LinkedIn profile or job application. People don’t want to see a laundry list of qualifications, degrees, awards, and memberships in professional organizations on your “About” page.

They want to get to know you better. They want to hear your company’s story. They want to hear your individual story. They want to see if you share their values and priorities. They want to put a face to a name.

They want to trust you and see that you’re authentic.

A good “About” page or bio will go a long way toward earning that trust. Like contact information, your story makes you and your company more human.

If you want to add a few nuggets from the laundry list above, that’s fine. But focus on your story if you want to make a personal connection and build relationships with website visitors.

Because relationships based on trust last much longer – and are much more profitable – than transactional relationships.

Final Thoughts

Although this is a B2B survey, I think this data applies to any website. Also, I’m a big believer in the theory that says the line between B2B (business-to-business) and B2C (business-to-consumer) has been blurred to the point in which we now have one category – person-to-person, or human-to-human.

I’ve often said that the most important characteristic of great marketing content is clarity. Simple things like contact information and a good “About” page, core website staples for 20 years, contribute to that clarity.

They help to paint a clearer picture of who you are and what you’re all about.

As business owners, we may take them for granted, but website visitors obviously don’t. And website visitors – our prospective clients – are the ones whose needs we should be focusing on satisfying.

Include your contact information on every page. Tell an authentic story on your “About” page. Two simple ways to instantly add trust and credibility to your website.

The One Problem Even the Best Marketing Strategy Can’t Overcome, Part 2

Tue, 05 May 2015 23:27:00 GMT

About six months ago, I discussed how McDonald’s was a prime example of a company that was expecting marketing to come in on a white horse and reverse eroding sales and public perception.

One problem with that approach. While marketing can indeed boost sales and shape perceptions, it can’t fix a bad product.

I opined that the core problem was crappy burgers.

This was based on my own experience, although I stopped eating at McDonald’s several years ago, and reinforced by a Consumer Reports survey that found Mickey D’s burgers to be the worst-tasting burgers among all major American burger chains.

This was a business problem, not a marketing problem, and McDonald’s was doing nothing to fix it.

Fast forward to today. Has anything changed?

Well, McDonald’s replaced its CEO on March 1. Earlier this week, the new honcho announced some changes.

McDonald’s would be restructuring its operations and franchising more of its restaurants. This is code for cost-cutting.

If you want to find ways to operate more efficiently, that’s great, but cost-cutting is rarely part of a successful formula for saving a company in decline.

How about investing in better burgers and building a marketing strategy around that?

Fortunately, the CEO did seem to recognize the widely held belief that McDonald’s food isn’t winning many taste tests.

On one hand, he said the menu is too complex. On the other hand, he said to expect to see new menu items like the recently introduced sirloin burger.

Let me get this straight. If I want a burger that tastes really good, I have to order a specialty burger?

How about doing something to boost the quality of all burgers – the core product on your menu? The “hamburger” that rests beneath the golden arches on your signs?

Here are some other things the new CEO said will help turn around the fortunes of McDonald’s.

All snark aside, these aren’t bad ideas. They could potentially enhance the customer experience – if the core product is up to snuff.

But McDonald’s burgers don’t taste good, and these plans do nothing to change that.

I don’t want to build my own sandwich if the stuff I’m using to build it doesn’t taste good. I’m not going to eat a crappy burger just because I can order it on my smartphone, have it delivered, or use a cool takeout bag.

It sounds like McDonald’s is trying to create some fancy window dressing, but the foundation is still shaky at best.

And without a solid foundation of tasty burgers, there’s no hope of reversing the steady decline of one of the world’s most powerful brands.

Take a look at Chipotle, an increasingly popular – and profitable – alternative to McDonald’s. A company that McDonald’s once owned, by the way.

Chipotle has a small menu with a total of 68 ingredients. Not 68 menu items. 68 ingredients .

But it invests in quality ingredients, the preparation of those ingredients, and the people who prepare them.

While McDonald’s is talking about adding guacamole and jalapeno, Chipotle is announcing that it’s going GMO-free. Not because of any new regulations, but because it’s the right thing to do.

Which decision do you think will have a bigger impact on the sales and perceptions of the two companies?

For the record, I’ve never eaten at Chipotle. But the numbers don’t lie.

Chipotle’s revenue for first quarter 2015 jumped more than 20 percent over the previous year, while McDonald’s is closing at least 700 stores in 2015.

When sales drop and public perceptions begin to turn negative, examine your product and how you do business first.

It’s easy to look for a scapegoat of the moment when things go south. Poor leadership. Bad weather. A lousy marketing strategy.

These could very well be legitimate reasons that affect the success of a business. But don’t assume your product is beyond reproach.

Does the model that worked 20, 10 or even five years ago meet the needs of today’s customer? Have their needs, priorities and expectations changed?

If so, have you adapted your business model to deliver a product and experience that satisfy those needs, priorities and expectations?

When you fail to evolve with your customers, you end up failing your customers.

McDonald’s seems to have ignored the fact that customers can get tastier, healthier burgers and other fast food from competitors.

That doesn’t mean you should suddenly start selling what your competition is selling and copying what they do. One could argue that McDonald’s is trying to lure Chipotle customers with guacamole and jalapenos.

If anything, it makes more sense to scale back and focus on making your core product as strong as it can possibly be. In the case of McDonald’s, that would mean cutting the menu in half and focusing on making a better burger.

Once you’ve maximized the quality and value of your core product, you can work on other things that make the product more appealing – like specialized menu items, ordering options that are more personalized and convenient, and cool packaging.

You’ll get much more mileage out of your marketing investments, and any investment into improving the customer experience, when you’ve already invested in your product.

As for McDonald’s, they continue to work backwards, trying to cover up the deficiencies in their core product with fancy window dressing.

As if people are stupid enough to think the burger in the advertising photo above even remotely resembles the one on their tray.

In appearance or taste.

“I Could Write My Own Content, But…” No, You Can’t. Here’s Why.

Tue, 21 Apr 2015 19:50:00 GMT

This is what I like to call an educational rant. Please share with anyone who thinks they can write their own content. My hope is that this post will help them see the folly of their thinking before it costs them too much money.

It amazes me how often a prospective client will say “I could write my own content, but…” at the outset of our first conversation. And it seems to be happening more and more.

For some people, this is their way of angling for a lower price by trying to devalue what I do.

Let’s get this one out of the way first. That doesn’t work. Ever.

If you want content for $5, the door to Craigslist is on your right. Elance is on your left.

Others who say they could write their own content are more innocent about it. They believe that because they’re knowledgeable and passionate about their company, product and industry – and they know how to type – that they’re perfectly qualified to write marketing content.

They say, “I could write my own content, but I just don’t have the time.”

Here are the flaws with this logic.

If you don’t have time to write your own content, you can’t write your own content.

To do so would take you away from core business functions. Is your time better spent on sales calls and servicing customers or writing content?

If you spend five hours writing a blog post, how much would that lost time cost you in terms of sales and customer service? Probably far more than the cost to hire a professional to write the blog.

And do it better. In half the time.

In this case, writing your own marketing content would be a bad business decision.

Another thing I’ve noticed is that content is the last part of a marketing project that most business owners are willing to outsource.

They recognize the specialized talent or technology that a designer, developer or printer brings to the table. But content is one thing they can do themselves.

Again, all it takes is knowledge and the ability to type.

Until they start trying to figure out what to say. After the project stalls for six months, I’m contacted by the frazzled business owner, usually at the behest of the designer or developer who’s desperate for progress.

“I could write my own content, but I just don’t know what to say.”

Umm, if you don’t know what to say, you can’t write your own content.

Writing marketing content requires more than writing ability.

You need to know how to develop a goal-driven content strategy before you write the content. Otherwise, the words won’t come. Or make sense.

I’ve said repeatedly that a good content writer’s heavy lifting is done before any writing happens. Without sound marketing strategy and research behind the words, your content may sound nice – if you’re able to get something written – but it won’t make you money.

Finally, a word to those who believe they can write their own content because, in their mind, they’re oozing with writing talent.

I don’t care if you wrote for your high school or college newspaper, aced your book reports, and went to the Young Authors Conference every year.

I don’t care if you’re a grammar master and know the difference between their, there and they’re.

I don’t care if you wrote the content for your Facebook business page or Linkedin profile.

I don’t care if you’ve been writing your company newsletter for 20 years.

Overestimating your writing talent is a dangerous thing.

The ability to write content and write content well are crazy different. When it comes to your company’s marketing, it could mean the difference between profitability and a colossal waste of time and resources.

So when it’s time to update your website, develop a brochure, send out a press release, or publish a company blog or newsletter, and you start saying to yourself, “I could write my own content,” do yourself a favor.

Don’t.

And so endeth the educational rant.

Google’s Mobilegeddon, Who Should Be Worried, and a Look at the Big Picture

Tue, 14 Apr 2015 22:59:00 GMT

As a general rule, I make it a point to not obsess over Google algorithm updates. I care a lot more about what my audience thinks of my website, blog and social pages than what a Googlebot thinks.

But the implications of the changes that go into effect on April 21 will be felt by both mom-and-pop businesses and many of the world’s most well-known brands.

Frankly, I’ve found it hard to get worked up over Panda, Penguin, Hummingbird and other warmly and fuzzily named algorithm updates.

Mobilegeddon, on the other hand, makes me think that a Godzilla-like Googlemonster will be breathing fire on websites that dare to lack mobile friendliness.

The fact that this particular algorithm change earned itself an industry-created nickname synonymous with annihilation shows just how significant the update is.

What is Mobilegeddon?

Starting April 21, we will be expanding our use of mobile-friendliness as a ranking signal. This change will affect mobile searches in all languages worldwide and will have a significant impact in our search results. Consequently, users will find it easier to get relevant, high quality search results that are optimized for their devices.

This is a portion of the announcement from Google that basically says mobile-friendly websites will rank higher in mobile search results than sites that haven’t been optimized for mobile.

Google has long endorsed responsive design, which dynamically adapts the presentation of a website to suit the user’s screen size, platform and orientation.

In other words, it “responds” to the preferences and behaviors of the user.

According to several reports, responsive design sites won’t be given preferential treatment compared to mobile-only websites.

But mobile friendliness isn’t just about the appearance of a website on mobile devices. It involves usability factors, like page load times, proper spacing between links, and the use of Flash and other software that doesn’t translate to mobile.

Fortunately, Google has created a simple tool that will tell you if your website cuts the search giant’s mustard.

Take Google’s Mobile-Friendly Test and see how you do.

Who should be worried?

If you took this test and failed, you should be worried.

Not just because of the impact on your mobile search ranking, but because you’re not delivering the best possible experience to people who visit your website.

You’re making it too hard for people to see why they should do business with you. And you’re giving them an excuse to find another option.

If you failed the test, you’re not alone.

TechCrunch ran every Fortune 500 company website through Google’s Mobile-Friendly Test. 44 percent failed.

This doesn’t justify your website’s mobile shortcomings, but it does show just how slow American businesses large and small have been to optimize for mobile.

It may be too late to develop a mobile-friendly website by April 21, but that doesn’t mean you should ignore Mobilegeddon.

Instead of creating a watered-down, bare-bones version of your desktop site, work hard to deliver a mobile experience that’s just as good as or better than the desktop experience.

Start the process now. Interview developers, designers and content writers. It’s better to be a couple months late to the party than not show up at all.

That said, quick fixes do exist. There are plugins that can make your website appear more mobile-friendly. But this should be considered a stopgap measure while you create a truly mobile-friendly site.

What does Mobilegeddon mean in the grand scheme?

Just like all Google algorithm updates, Mobilegeddon is great news for companies that are doing things the right way.

These companies can proceed with business as usual and watch their search rankings go up.

Just like all Google algorithm updates, Mobilegeddon is terrible news for companies that aren’t doing things the right way.

These companies now have to play catch-up while their search rankings suffer.

I don’t agree with Google on a lot of things, like using the length of content as a factor in determining the quality of that content.

But Google is 100 percent right on this one.

The fact that Google provided a specific rollout date for this particular algorithm update and specific details about its impact is somewhat unprecedented.

It also shows just how important mobile is to the Google user experience.

Don’t blame Google if your mobile search ranking suffers. Google is just giving the users of its platform what they want.

In fact, forget Google. Forget mobile. Forget that all signs have been pointing to this update for years.

This is about delivering the best possible user experience during every interaction – in person, on the phone, online, on any device. The user experience should be the driving force behind every brand, every business owner, and every employee. Every single day.

Those who focus on the user experience will never have to worry about things like Mobilegeddon. Those who don’t will always be left behind.

If It Looks Like Marketing and Sounds Like Marketing, It’s Probably Bad Marketing

Tue, 07 Apr 2015 23:16:00 GMT

In my previous life as a creative director in radio, one of the biggest obstacles I had to overcome with advertisers was their preconceived notion of what a radio commercial should sound like.

Decades of listening to the radio conditioned many small business owners to believe all commercials should have big, booming announcer voices who shouted price points and advertising clichés.

About 10 years ago, I wrote a script, emailed it to the advertiser for approval and received an odd response.

This doesn’t look like a radio commercial.

I looked at the script. The approach was very straightforward – agitate common pain points and present the advertiser as the solution.

I got on the phone with the advertiser and the conversation went something like this:

Me: Can you explain what you meant when you said the script doesn’t look like a commercial?
Advertiser: It doesn’t sound like all of the other commercials I hear.
Me: Well, being unique is a good thing. You want your commercial to stand out.
Advertiser: But it doesn’t say anything about having the lowest prices, the best customer service… you know, the stuff you hear in other commercials.
Me: Those aren’t necessarily selling points for your service. And unless you can validate claims like those, they don’t serve a purpose.
Advertiser: I don’t care. I think we need to say those things in our commercial.

This is not an exaggeration.

It wasn’t uncommon for a small business owner to not know the difference between good and bad advertising. Part of my job was to educate them.

But this advertiser went so far as to demand that I insert advertising clichés into his commercial.

Why? Because he believed so strongly that the commercials he heard on the radio every day represented the right way to do things.

Fast forward to three weeks ago.

I received this email from American Express through LinkedIn. I left out the 851 words of fine print that appeared below the signature.

When I saw the subject line – Putting the Control Where It Belongs: In Your Hands – I had no idea what it meant.

But I opened the email because it came through LinkedIn. Kudos to American Express for choosing a delivery vehicle with brand equity.

But the message was awful.

You can see the offer details for yourself. It’s beyond confusing, especially for someone like me who doesn’t have an American Express card.

Too many conditions. Too much fine print. Not enough about how this can benefit me as a small business owner.

In defense of American Express, this is similar to the vast majority of marketing emails that are sent – and deleted – each day.

Most marketers follow the same, tired model, whether it’s email, social media, blogging, display, TV, print or radio. Not because this model is based on sound marketing principles, but because everyone else is doing it.

Which is a terrible reason for doing anything.

And that’s why anything that looks like marketing and sounds like marketing is usually bad marketing.

“Follow the leader” is a kids’ game. It shouldn’t dictate your marketing strategy.

If it does, you’ll fall into the same traps that have plagued brands, business owners and marketers for decades.

Bad marketing screams “Look at me so I can sell you something.” Good marketing says “I can solve your problem.”

Bad marketing focuses on the brand or product. Good marketing focuses on the results of using that brand or product from the target audience’s perspective.

Bad marketing is vague, unfocused and confusing. Good marketing is clear, specific and transparent.

Bad marketing is an overt sales pitch that delivers nothing of value. Good marketing offers relevant, helpful information.

Bad marketing can be spotted from a mile away and makes people turn and run. Good marketing lures people in.

Bad marketing seems out of place and even jarring. Good marketing fits in seamlessly with the user experience.

Unfortunately, the bad stuff represents most of the 5,000 or so marketing messages people are exposed to each day.

That’s a lot of competition for the eyes, ears, hearts and minds of your target audience.

You can win that competition.

If you want your marketing to be noticed and remembered, make it clear, relevant, valuable and helpful.

In other words, make it sound as little like “marketing” as possible.

Are You Earning Loyalty or Bribing?

Tue, 31 Mar 2015 22:39:00 GMT

A new study from Capgemini Consulting shows that the vast majority of companies have a somewhat of a warped view of loyalty. In a nutshell, most loyalty programs come down to “you spend money, we give you a perk.”

The research involved 160 companies in the retail, banking, consumer products, telecom, airlines, hotel and consumer electronics sectors. Here are some of the key findings:

89 percent of opinions expressed on social media about loyalty programs are negative, largely due to irrelevance, rigid program structure, poor user experience and poor customer service.

Translation: Nine out of 10 customers think loyalty programs suck. And the brands offering them aren’t much better.

97 percent of loyalty programs are based mostly on purchases. Only 16 percent reward customers for non-transactional activities (taking surveys, reviewing products, referring others).

Translation: Most companies don’t care what customers do or say. They only care about how much and how often customers buy.

Nine percent of loyalty programs are offered across all channels (store, online, social, etc.). 79 percent use mobile, but only 24 percent allow mobile redemption of rewards. 11 percent offer rewards based on an individual’s location or previous purchases.

Translation: Loyalty programs serve the needs of the company, not the specific preferences and behaviors of the customer.

The high-level takeaway from the Capgemini study is that “loyalty programs have not evolved with the digital age and are failing to engage consumers.”

To be clear, my reason for sharing this report and writing this post is not to discuss loyalty programs.

I want to address the bigger issue – how most companies define and try to earn loyalty.

Let’s start with the definition of loyalty that would apply to the relationship between brands and customers.

Loyalty: A strong feeling of support for someone or something.

Synonyms include: allegiance, attachment, commitment, devotion and faithfulness.

The key word from that definition?

Feeling.

True loyalty has little to do with a purchase or transaction. A purchase is a happy by-product of someone’s strong feeling for a brand or company.

That strong feeling is developed by helping people. By solving problems, filling needs and making lives better. By delivering an exceptional experience and making it right if you don’t.

That kind of feeling that can’t be bought.

Sure, you can win a transaction by offering a discount or some other financial perk. But that transaction isn’t loyalty.

That’s bribery.

“Loyalty” gained through bribery only lasts until another company offers a better bribe.

When customers are truly loyal, they won’t switch to a competitor to save a few bucks. They’ll pay a premium if necessary for your product, the experience of doing business with your company, and the results you deliver.

Wouldn’t you?

I find it more than a little crazy that rewards are slanted so heavily towards transactions when a survey, review or referral is capable of delivering so much more business value.

These kinds of interactions and engagement also happen to show far more loyalty than a simple transaction.

Customers are willing to take the time to do things that will help you improve your product, improve your marketing and bring you new customers, but only a purchase is recognized and rewarded by most companies.

As Kramer would say, it’s kooky talk.

The Capgemini report recommends that companies should create and reward customer engagement, use data to create relevant, customized experiences and rewards, and connect with customers across all channels and touch points throughout the customer journey.

Stop trying to buy fake loyalty with bribes and earn true loyalty by showing customers you care about them.

Build a real relationship. Have a real conversation. Be curious. Listen and learn something about your customers besides their purchase history.

Be consistent. People won’t reward you with loyalty if you disappear for weeks or months at a time.

Use what you learn to provide your customers with products, services, offers or information that help to alleviate their specific pain points.

Get people to think of you and your company as real people they can trust, not salespeople waving coupons in their faces so they’ll buy something.

Loyalty is a two-way street. If you want customers to be loyal to you, you have to be loyal to them.

That’s how you build a strong feeling of allegiance, attachment, commitment, devotion and faithfulness – that close, emotional bond between brand and customer that can’t be easily broken.

That’s what true loyalty is all about.

How Long Your Marketing Content Should Be, and a Better Question to Ask

Tue, 24 Mar 2015 22:30:00 GMT

It’s a question I get all the time from clients and colleagues.

How long should the content be on each page of my website?

How long should each blog post be?

How long should my press release be?

How long should my newsletter article be?

Everybody is searching for the magic number that will bring the most traffic, the most comments, the most social shares, the highest search ranking and the most qualified leads.

Too many people are living in a world where problems are expected to be solved with the push of a button or hard data that provides an undisputed, concrete answer to each of life’s questions. Sometimes I wonder what color the sky is in that world, because I’m not living in it.

When someone asks me how long their marketing content should be, my answer is simple.

As long as it takes.

As long as it takes to make your point clearly, completely, accurately and transparently while staying true to your voice and personality.

I hate to break it to you, but there’s no single number that quantifies “as long as it takes.”

Take Seth Godin, for example. He’s one of the most influential people in the world for us marketing folks.

His blog posts rarely exceed 150 words.

Would that approach work for most people? Of course not. He’s obviously doing something right, but that doesn’t mean everyone else is doing something wrong.

The only time to adhere to a hard word count is when you’re submitting an article to be published on somebody else’s platform, whether it’s a print or online publication, a blog, or a newsletter.

In this case, the publisher typically provides guidelines that fit their platform and audience, including content length, subject matter, first person vs. third person, rules about self-promotion, etc. If you want them to publish your content, you have to follow their rules.

I’m a big believer that shorter is better – if brevity doesn’t compromise the quality or impact of your message.

That doesn’t mean every piece of content should be fewer than 1,000 words or 500 words or 300 words. It means you should cut the fat whenever possible.

If you have a 1,500-word newsletter article and you can edit it down to 1,200 words without affecting the quality of your message, do it. If you have 300 words on a page of your website and you can pare it down to 200, do it.

On the other hand, if 300 words isn’t enough to make your case, there’s no rule that says you can’t make it longer. Just do it in the name of content quality, not length.

When I overhauled my website , I doubled the amount of the content on my About page to clearly explain why my background is relevant. It makes the content better.

Research has shown that longer content – more than 1,500 words – tends to rank more highly on Google. Apparently, longer content allows you to use more long tail keywords and gives more meat to Google bots. It also garners more backlinks.

I’m probably in the minority, but I don’t think Google should dictate content strategy. I’m pretty sure none of my blog posts have broken the 1,500-word barrier, but my blog still makes me money.

Different companies and audiences have different sweet spots. 500-1,000 words may work for me, but 1,500 words may work for you. And that’s fine.

But if a self-proclaimed content expert, wizard, guru, maven, master, rock star, ninja or jedi tries to tell you that content of a certain length is best for anything other than search rankings, ask how they arrived at this number.

Actually, instead of obsessing about content length or appeasing Google algorithms, there’s a much better question to ask:

“What can I do to make my content worth reading?”

Are you speaking to the needs of your target audience? Are you speaking their language? Does your content capture your voice and personality?

Does your content show how you can solve a problem, fill a need, or make someone’s life better?

Are you using content to brag and sell stuff? Or help people?

Does every piece of content serve a specific purpose and support your overall marketing strategy while remaining relevant and valuable to the reader?

If you can answer “yes” to all of these questions – except the one about bragging and selling – content length doesn’t matter.

I don’t care if your content is 200 words or 2,000 words. If it has value, I’ll read it.

If I think my audience will benefit by reading that content, or if I find it particularly entertaining, I’ll share it.

And if I have a need for your product or service, I’ll contact you.

If your only goal is to reach the top of Google search rankings, go long. Or pay for the privilege.

If you want to make more money by building trust and credibility, establishing your expertise, and improving your search ranking, don’t obsess over the length of your content.

Obsess over your audience and providing them with content worth reading.

By the way, this post is 852 words. Raise your hand if you care.

3 Questions I Asked Over and Over During My Website Overhaul

Tue, 17 Mar 2015 05:00:00 GMT

My first website was launched on St. Patrick’s Day of 2006. I changed my logo and website for the first time on St. Patrick’s Day of 2009. The previous version of my website was launched on St. Patrick’s Day of 2013.

It’s only fitting that I continue the tradition and announce the latest incarnation of ScottMcKelvey.com today. I hope you’ll join me in raising a pint of Guinness to toast the occasion.

But it wasn’t exactly an easy process. What started as simply moving my website from one WordPress theme to another turned into something much more complex.

A lot of different factors were weighed as I made decisions about the new website, but I kept coming back to three key questions.

Does this support the goals of the website?

My website has two goals. The first is to get people to contact me to schedule a consultation.

The second is to get people to read my blog, which is intended to build trust, establish my expertise, and convey the value of what I do so someone will hire me or refer me.

Does this enhance the user experience?

I realized over the past two years that my website, as simple as it was, included a lot of features that added nothing to the user experience.

Some things made my website more complicated than it needed to be. Other things were just self-serving and delivered little or no value to the user.

Which leads to the third question.

What can I get rid of?

My smartphone has a ton of bells and whistles. I use a small fraction of them.

Just because bells and whistles exist, it doesn’t mean you have to use them. The same applies to a website.

My goal was to eliminate any design elements, content, pages and functionality that didn’t support my business goals or enhance the user experience.

I made a million little tweaks, but I’ll focus on the major changes and how these three questions guided my decision making.

Home Page Content

The old website had a slider with three images. As a content writer, I’ve always struggled to come up with images that reinforce what I do and the value of what I do.

Seriously, how many photos of keyboards and pens can you use?

Then I said to myself, “Hey dumbass, you always tell people that your heavy lifting is done before the writing begins. Keyboards and pens just feed the stereotype that writers do nothing but type.”

I couldn’t help but agree with myself.

The vast majority of images I see on websites serve no strategic purpose. They were put there for no other reason but to have pictures.

The images I used on my old website didn’t detract from the user experience, but they didn’t enhance it. And they didn’t support my business goals.

So I got rid of the slider and focused on making my case like a good copywriter should.

With words.

I did manage to add imagery to the Home page and support my goal of promoting the McBlog by including the six most recent posts with feature images. A side benefit is that these images will change as I publish new posts, which will add a dose of visual freshness each week.

Navigation

The old website included the following page headings: Home, Why SM, About, Services, Portfolio, Contact, and The McBlog, as well as social buttons.

My logo links to my home page, so I decided there’s no reason for another link in the navigation.

The Why SM page was originally intended to make a high-level case about why someone should hire me. I decided that every page of my website should help to make that case, so I got rid of the Why SM page.

I’m always torn about the presence of social buttons. I want people to connect with me, but I don’t want them to leave my website. So I removed the social buttons from the top navigation and put them in the footer.

The new navigation has been reduced from eight headings to five: About, Services, Portfolio, Contact, and The McBlog.

The Footer

My old website had four widget areas in the footer. Naturally, I felt the need to use all four, which left me with a cluttered mess.

The old footer included contact information, a secondary blog sign-up form, recent blog posts, recent Tweets, a secondary navigation menu, and a search box.

I had a sign-up form in the footer because, with the old theme, the main sign-up form in the sidebar disappeared on mobile devices. This turned out to be the right call because a number of people signed up for the McBlog through the form in the footer.

However, the new theme doesn’t eliminate sidebar content on smaller screens, so I was able to get rid of the second sign-up form in the footer.

As you can see if you scroll down, I kept the contact information and added the social buttons, which had previously been in the top navigation bar. I also added an all-white version of my logo that links to the home page should someone feel lost.

When the dust settled, I reduced the number of elements in the footer from six to three. Simpler, and better.

In Some Cases, More Is More

My website overhaul wasn’t all about getting rid of things.

My old About page told a brief story about my professional background, but it didn’t explain how that background is relevant to someone who’s thinking about hiring a copywriter.

The content on the About page is now longer, but more relevant.

There’s more in the sidebar, too. Previously, the only things in the sidebar were the McBlog sign-up form and a search box. To draw more attention to the McBlog, I added links to my five most recent blog posts, which were buried in the overcrowded footer on the old site.

I also added more size. Larger fonts and blog photos. More white space between headlines, content and paragraphs. More space between blog posts. I thought my previous website was easy on the eyes , but I wanted the new site to be even more readable.

Does everything on your website have a purpose?

My new website won’t win any design awards. Not that I care.

My new website isn’t perfect. Not that perfection was the goal.

What my website does is clearly convey what I do, and the value of what I do, with minimal distractions. It’s easy to navigate, and it’s easy to view on any device and browser not built during the Stone Age.

If you’re thinking about updating or completely overhauling your website, ask yourself these three questions repeatedly when you start drooling over the latest bells and whistles:

The two things people appreciate most about a website are clarity and simplicity. Not coincidentally, people want clarity and simplicity from the people they do business with, too.

Keep it simple. If it doesn’t serve a strategic purpose, it doesn’t belong on your website.

How’s Your Website’s Elevator Pitch?

Wed, 04 Mar 2015 03:09:00 GMT

Legend has it that the origins of the elevator pitch go back to old Hollywood. A screenwriter would follow a studio executive into an elevator and pitch an idea in the time it took for the executive to reach his or her floor.

The elevator pitch has become a popular tool at networking events, conferences and random meetings when people have a limited time to pique someone’s interest in a product, service or themselves.

If the elevator pitch is successful, a more in-depth conversation will ensue at some point. If not, you’ll be forgotten.

In a structured networking meeting, you may have 30-60 seconds to deliver a well-rehearsed elevator pitch.

In a less structured environment – or an elevator – you’ll probably have closer to 20 seconds, if that.

A website’s elevator pitch has even less room for error.

Researchers from the Missouri University of Science and Technology found that it takes two-tenths of a second for website visitors to form an initial opinion of the brand.

Two-tenths of a second.

Let’s assume your website’s design is appealing enough to elicit a positive feeling about your brand, and someone is willing to stick around for a little while.

When I say “a little while,” I’m talking about a matter of seconds. I’ve seen different data that says the majority of visitors spend anywhere from eight to 15 seconds or less on a website.

This is why you need what I call the website version of an elevator pitch.

A website’s elevator pitch is one simple sentence on the home page that clearly explains what you do, and the value of what you do.

In other words, it should sum up your value proposition. But it should also make a visitor nod, smile or raise their eyebrows.

It needs to be simple and clear, but it also needs to be interesting and authentic.

Just like a live elevator pitch, your website’s elevator pitch doesn’t have to close a sale.

Just like the goal of a live elevator pitch is to continue the conversation, the goal of your website’s elevator pitch is get visitors to keep reading.

Which will put the visitor one big step closer to a sale.

But with a website, you can’t corner a visitor like you can corner a person at a networking event or conference. Or in an elevator.

You don’t have a captive audience, especially on mobile devices. Website visitors are receiving email alerts, meeting requests, texts, tweets and status updates while they’re evaluating your website and your company.

It’s much easier for a website visitor to become distracted or just walk away if the website’s elevator pitch falls flat.

They don’t have to figure out how to physically escape, and they don’t have to worry about hurting your feelings.

They just have to click a little X and look for another option.

That’s why your website’s elevator pitch needs to be clear, concise and interesting.

Go to the home page of your website and ask these questions.

Does your website have an elevator pitch that stands out visually and is strong enough to entice a visitor to get to know your company better?

If so, is that statement supported and validated by the other content on your home page and the rest of your website?

Every page of website content should be part of one cohesive unit, driven by your value proposition. And a one-sentence version of that value proposition should take center stage on your home page.

That’s your website’s elevator pitch. It can be the difference between a five-second visit and long-term, profitable relationship.

Why Adjectives and Adverbs Muddle Your Marketing Content

Tue, 24 Feb 2015 17:37:00 GMT

When I was driving home from my mom’s birthday party during a snowstorm Saturday afternoon, it was probably the most nervous I’d ever been behind the wheel.

Aside from the tractor trailer spinning wheels near the top of a hill and the jerks weaving in and out of traffic because they think four-wheel drive makes them invincible, ice was developing on my windshield.

The ice eventually made its way to the wipers, making it more and more difficult to see non-existent lanes and skidding cars.

When the clear part of my windshield continued to shrink, I was forced to exit the highway to clean off my windshield and the wipers. Twice.

Normally, this trip would take about 40 minutes. On this day, it took more than 2 1/2 hours to get home.

I’ve had quite a few experiences that weren’t nearly as nerve-wracking – but just as frustrating – when visiting websites of companies that I was considering hiring.

I was trying to figure out if these companies offered a solution to my particular problem or might be able to help me fill a need for one of my clients.

If the solution was there, I couldn’t see it. Any clarity or specificity in the message was being destroyed by useless descriptors.

Flowery adjectives and adverbs are the enemies of content clarity and credibility.

People have the urge to saturate their content with adjectives and adverbs because they want to paint a picture.

The problem with most adjectives and adverbs is that they’re vague and hollow. You end up telling instead of showing, which is what successful content does.

You think you’re providing clarity, but all you’re really doing is creating a distraction. This can kill the user experience, especially for users who are on the go and need information now.

People gloss over your content because you’ve created the perception that it’s loaded with fluff. They end up missing the most compelling part of your message because it’s too hard to find.

I guess you could say deciphering content can be like driving in a blizzard with ice on your windshield wipers. Except that readers depend on you to provide a clear view.

Most adjectives and adverbs serve no purpose but to add words to your content. For example, I’m guilty of using the word really in my content. In most cases, it’s really not necessary.

But the problem goes far beyond a lack of clarity. If you use the wrong descriptor or go overboard in your description, your content can be perceived as insincere.

An adjective or adverb can cause eyes to roll if it seems unrealistic, cliché, or too good to be true. The reader’s BS meter will start to dance and people will question your credibility.

Every piece of marketing content should undergo an adjective and adverb audit.

Start by identifying all of the adjectives and adverbs. Look for words that end with ly . Determine if they’re really needed and ~~simply~~ delete those that aren’t.

Remove vague words like amazing, many, best, funny, highly and hopefully – words that leave too much room for interpretation. Or replace them with descriptors that are precise and convey a certain feeling or value.

In some cases, you may want to replace an adjective or adverb with a full sentence that validates an otherwise ambiguous claim.

For example, instead of saying your online security professionals are highly qualified, prove it. Say that they’re required to attend training on a quarterly basis to learn how to stop the latest cyber threats.

This will make your content longer, but it will give it value and substance. If you can’t validate the claim beyond an empty descriptor, don’t make the claim.

Better yet, instead of using adjectives and adverbs to describe your nouns and verbs, use better nouns and verbs.

For example, instead of saying somebody ran quickly, say they sprinted, bolted, dashed or raced.

Another technique is to use metaphors to provide clarity, paint pictures, stir emotions, or explain a confusing topic. Unlike a generic, overused adjective or adverb, the right metaphor will help people understand and relate to what you’re trying to say.

Mark Twain once said, “As to the adjective, when in doubt, strike it out.”

Stephen King once said, “I believe the road to hell is paved with adverbs.”

At the very least, use adjectives and adverbs in moderation. Your content will be easier to read, absorb, and trust.

People Don’t Hate Advertising. This Is What They Hate.

Tue, 17 Feb 2015 18:48:00 GMT

I’ve read a lot of articles lately that claim people hate advertising. They hate online display and video ads. They hate TV and radio commercials.

People hate advertising because it gets in the way of what they really want. A funny video, a TV show, a song or an interesting article. Ads make people wait to have a want or need satisfied.

I see things quite a bit differently.

The argument that people hate advertising is nothing but an excuse for people who sell and create advertising. More specifically, it’s an excuse to sell and create bad advertising.

That’s what people really hate. Advertising that sucks.

Think about the Super Bowl. People take their bathroom breaks during the game so they don’t miss the commercials. And they talk about those commercials for days.

Why? Because advertisers bring their A game.

Not all Super Bowl commercials are home runs , but advertisers are obviously going the extra mile to make their ads effective, whether they’re trying to be funny, clever, emotional or informative.

Of course, they’re also motivated to justify that investment of $4.5 million for a 30-second commercial.

I can understand investing more money in your Super Bowl commercial than other advertising throughout the year. What I’ll never understand is the lack of effort by the vast majority of advertisers and agencies to deliver something of quality outside of high profile events.

People notice and appreciate great advertising. They also notice and hate advertising that sucks.

More specifically, here are a few things they hate about bad advertising.

People hate deception.

They know long disclaimers – spoken or fine print – mean something you said in your ad isn’t true. They don’t appreciate commercials dressed up as public service announcements. People demand transparency from every person and company they encounter, including advertisers.

People hate phonies.

Poor acting. Lame stock images. Unrealistic scenarios. Fake testimonials and endorsements. They’re credibility killers. People expect advertisers, the people in ads, the photos in ads, and the scenarios in ads to be authentic. And they can spot a phony a mile away.

People hate a hard sales pitch.

The direct response folks may hate me for saying something, but people immediately rushing to buy something right after seeing or hearing an ad is a rare occurrence. And they don’t wake up in the morning wanting to be sold to. People expect advertisers to earn trust and prove their worth.

People hate having their intelligence insulted.

When a car dealer says they’ll give a customer $5,000 over Blue Book value for their trade, the car dealer is assuming people are stupid enough to believe it. People expect advertisers to show them respect by clearly explaining how a product or service will help them and why it’s worth the investment.

People hate selfishness and arrogance.

Advertisers who run ads that do nothing but boast and brag are more interested in inflating an already overinflated ego than making someone’s life better. People expect advertisers to solve problems, not talk about how wonderful they are.

People hate vague, empty claims.

Advertisers who try to persuade people with meaningless clichés (knowledgeable staff, highest quality, best customer service, blah blah) are giving the impression that they have nothing important to say. People don’t want advertisers to say how great their company, product or service is. People expect advertisers to prove it.

People hate to be interrupted.

Advertising is inherently disruptive to the user experience. But advertising will be perceived as less of an interruption if the message is properly targeted and relevant to the people who are seeing or hearing it. This adds value to the experience instead of interrupting it.

The biggest factor affecting perceptions of advertising today compared to 10 years ago is that people now have a choice.

Advertising has long been accepted – or tolerated – by the general public as an alternative to paying for a service.

Today, people can use a DVR and skip TV commercials. They can skip certain ads on YouTube. They can use ad blocking technology to limit exposure to ads.

That doesn’t mean everyone who takes advantage of these options hates ads. It just means they can choose to get right to what they want.

It also means they’re less likely to tolerate bad advertising. And if the vast majority of ads are intolerably bad and self-serving, why should they?

This applies to all marketing content, not just advertising.

It’s common sense.

If your content sucks, people won’t like it. They may even hate it. And they won’t think too highly of your company.

If you deliver something that’s valuable, relevant, interesting or entertaining, people will like it. When you invest in quality, you’ll create more positive perceptions and get better results.

Study: Most B2B Companies Are Prone to Inconsistent Messaging

Wed, 11 Feb 2015 02:29:00 GMT

According to a December study of more than 500 business-to-business (B2B) companies by Corporate Visions , just 29 percent implement a formal message development process for marketing and sales content.

35 percent have a formal process but don’t apply it consistently. 13 percent have a formal process that’s rarely if ever followed due to a lack of awareness or accountability.

12 percent don’t have a formal process and just hope for the best. 11 percent don’t have a clue what’s going on.

Instead of using a formal process, 58 percent rely on templates and tools to keep messaging consistent.

51 percent provide training to content creators, but they leave it to the content creators to develop consistent messaging. There’s no accountability.

Only 34 percent provide feedback and oversight to keep content on-message. Nearly one in five think it’s a free-for-all and people just do what they think is best.

Yikes.

The key takeaways from this study apply to all organizations, not just B2B.

Beyond logos and slogans, many businesses aren’t doing enough to control their message. This can lead to inconsistencies in content from channel to channel, department to department, or campaign to campaign.

You could be presenting different or contradictory information.

This can cause people to wonder why they’re getting different answers from different people within your organization.

Which information is correct? Who do I need to speak with to get the right answer? Do these clowns even know what they’re talking about?

Inconsistent information creates confusion and doubt about your company – two major obstacles to a sale.

You could be creating inconsistency with your brand voice.

How you say something is just as important as what you say. If your tone is sarcastic and irreverent on your website but formal and authoritative on your brochure, you’re sending mixed messages.

People may start to wonder if they can trust you. They may question your credibility. You lack authenticity.

People want to work with people they like. People who share their values. But they can’t like you if they don’t know who you really are.

I’ve said it over and over in my blog – nobody likes a phony.

When your brand voice is inconsistent, you can be viewed as unpredictable. Somewhat of a wildcard. Again, doubt and confusion don’t exactly make people reach for their wallets.

And what happens when someone calls you out on inconsistent messaging? It doesn’t have to be an angry complaint. Maybe someone innocently points out that what you said before doesn’t seem to match what you’re saying now.

How do you explain it?

I’ve written that even the best marketing is doomed to fail without a formal process in place for converting leads into sales.

Businesses that succeed have clearly defined, tested processes in place for everything from operations to customer service to crisis management.

When these processes aren’t followed, businesses become inefficient. Risk increases. Productivity suffers. Customer satisfaction suffers. Revenue suffers.

When you take a piecemeal, on-the-fly approach to developing the right message for your content, inconsistency is inevitable.

In a previous post, I suggested creating a basic marketing framework that serves as the foundation for all future messaging. This not only saves you time, but it helps you deliver a consistent, cohesive message across all channels.

But the brand voice needs to be identified and embraced from the start. And somebody needs to make sure all marketing content stays true to that voice.

As you develop your marketing strategy, the information you plan to share needs to be carefully coordinated and documented. This is the only way to avoid inconsistency.

Unless you’re counting on hope and luck. Which way too many businesses seem to be doing.

Consistency in messaging will elevate the quality and effectiveness of your overall marketing strategy. Just make sure you have a process in place for developing and reviewing that message.

How this Super Bowl Ad Took Me from Captivated to Irritated in 3 Seconds

Mon, 02 Feb 2015 20:45:00 GMT

It was the second quarter. My wife, Kelly, and I were watching the game. Well, Kelly was watching the commercials. I was watching both.

Our one-year-old daughter, Cassidy, who was still trying to kick a nasty virus that landed her in the ER a few days before, was out cold on her mommy’s lap.

Four-year-old Caitlin, after complaining that her pajama bottoms were too big, had just changed her tune. Literally.

An aspiring writer , Caitlin began singing a song she had just made up, called “Look at My Underwear.” Instant classic.

Clearly, I’m the kind of guy Dove was targeting in their “Real Strength” ad for Dove Men+Care.

When the second child in the ad said, “Dada,” Kelly looked at me and said, “Aww, dada” because that’s what Cassidy always says to me.

I immediately forgot about my marketing nerdness and became immersed in this ad as a father.

I smiled because I could relate to the scenarios presented in the ad, especially with the little kids. Even the parts of the ad with older kids kind of helped me picture the future with my girls.

That’s powerful advertising. And I loved the message of the ad:

What makes a dad stronger? Showing that he cares.

Then it happened. Watch the ad and you’ll see what I’m talking about beginning at the 47-second mark.

How in the name of all that is reasonable can you quickly cut from kids and dads to a generic product image?

Even more disturbing was the voiceover.

How can you possibly have a voiceover completely devoid of the emotion that you’ve spent the last 47 seconds creating?

You can probably guess what my reaction was to the commercial and Dove.

Captivation? Gone.

Warm and fuzzy feeling? Gone.

Dove’s authenticity? Gone.

My mood? Irritated as hell, both as a father and a marketing nerd.

Until that point, Dove was a company that cared about dads who care.

Then they became bunch of deceptive jerks who sucked me in with kid videos so they could try to sell me their stupid products.

Dove made the classic mistake of ruining a powerful, emotional message with an old school sales pitch.

They couldn’t resist sticking a product image in the ad even though it did absolutely nothing to strengthen their message. It only contributed to wiping out the goodwill that was established until that point.

I’m not going to sit here and offer suggestions about how the ad should have ended. That’s what an ad agency was paid the big bucks to do.

But surely the voice talent could have been directed differently. Or replaced.

Surely there was a better way to seamlessly transition to the call-to-action while maintaining the emotional appeal of the rest of the ad.

Instead, I felt like the captivating part of the commercial was hacked off with a machete so I could be hit with a sales pitch out of left field.

It was that jarring. And insulting.

It boggles my mind that this ad was approved, especially when the price tag was likely in the $8-$9 million range.

I’m not naïve. I understand the ultimate goal is to sell a product whether the ad ended appropriately or not.

Would I have put Dove Men+Care products on my shopping list if the ad ended differently?

Probably not, although I can’t say for sure.

Would I have had a more positive feeling about Dove if the ad ended differently?

Absolutely.

It may have been my favorite Super Bowl ad if it ended differently. Because it hit me on such a personal level, I probably would have shared it on social media the next morning.

Instead, I shared the Budweiser ad that mocked pumpkin peach ale. Sorry, it was better than the one with the puppy.

If the ad ended differently, I would have smiled if I saw a Dove product on store shelves. Now, it’ll just make me scowl.

And I’m not going to share stories about how caring makes me stronger. Maybe I’ll use the hashtag when I share this post if I’m still in a rotten mood.

That’s the most damaging consequence of the ad – the sour taste it left in the mouths of viewers like me.

Dove created a negative perception of its brand with such a horrible, disingenuous ending to its Super Bowl ad.

It was a phenomenal ad, but it took about three seconds to completely blow it. Unfortunately for Dove, it will take much longer to change the bad feelings it created with people like me.

How to Make Your Content Easier on the Eyes

Tue, 27 Jan 2015 17:14:00 GMT

I often discuss how to make marketing content more readable by using relatable, conversational language and short sentences.

Like David Ogilvy once said, write the way you talk. Naturally.

Just as important as the quality of your content is the visual presentation of your content.

I felt the urge to write about this topic because I’m in the process of having my website redesigned with a new theme. Again.

I like the appearance of the current theme, but I have to reinvent the wheel every time the theme and certain plugins are updated. It’s too high maintenance.

This has caused a bunch of little issues with the visual presentation that have popped up over time. These little details drive me nuts. The fact that I don’t know how to correct them myself drives me more nuts.

I have to say – and I’m kind of embarrassed to say – that this is the first time I’m truly obsessing over every little detail, especially those that will make my content easier on the eyes.

Here are some of those details.

Choosing the Right Fonts

Typography is a critically important but often overlooked design element. For some of the cleanest, simplest websites, it’s the only design element.

First, I had to find out which fonts are “web-safe.” That means fonts that can be used on virtually any operating system. Fortunately, Google Fonts has expanded the field of web-safe fonts from dozens to hundreds.

You can also create a stack of fonts, which is a group of fonts that look very similar. If the font at the top of the stack doesn’t work in a particular environment, the next one will automatically be used.

In the past, I’ve always used the same font for headlines and body content. But not this time.

Instead of using different colors to separate headlines from body content, I’m using different fonts.

The key is to find two fonts that complement each other. For example, a serif and sans serif font typically go well together. On the other hand, there probably wouldn’t be enough contrast if you used two serif fonts.

A serif font, like Times New Roman or Georgia, has little embellishments on the end of each letter or character. These embellishments almost look like little tails.

A sans serif font, like Arial or Helvetica, is tail-free. They’re simpler and, in the eyes of many, more modern-looking.

I have my share of gripes with Google, but they do make it easy to find and choose fonts. They even recommend font pairings to help with your decision.

Just in case you’re wondering, I’m going with Merriweather for headlines and Open Sans for body content. I have Open Sans on the current version of my site, but here’s the difference.

Size Matters

As in the size of your font.

My current site uses 11-point Open Sans for body content. It’s readable, but for the new site, I’m bumping it up to 13-point.

Bigger is better. It’s easier on the eyes.

That doesn’t mean the headline font size needs to be enormous, but it should be big enough to clearly differentiate from the body content.

If you’re not using a sidebar, I recommend against having lines of content that stretch the full width of the page.

Just like short paragraphs of one to three sentences are easier on the eyes than big blocks of text, shorter lines are easier on the eyes than longer lines.

And longer lines are brutal if you’re scanning for something relevant, which is what most visitors do as opposed to reading every single word.

Those newspaper pioneers were on to something hundreds of years ago when they started printing text in columns.

Give Readers Space

When I was writing radio commercials, most advertisers wanted to jam as many words as possible into their commercials.

They couldn’t seem to grasp the fact that one of the most powerful creative techniques is silence. It emphasizes what you just said and gives the listener a second to absorb it.

Any designer will tell you that white space is an equally powerful design technique for the same reasons. It helps the user slow down and focus on key points.

The same principle applies to your content.

You should have enough space between characters, between lines, and between paragraphs to make your content easy on the eyes. And the brain.

Test Everything

After I launched my current site, a reader of my blog posted a comment to tell me my social sharing buttons were covering the content on the reader’s mobile device.

I dropped the ball because I didn’t do enough testing.

It was embarrassing, but I’m glad she spoke up. I’m sure plenty of readers just bailed on my site out of frustration.

Every component of your website’s visual presentation must be tested in the most commonly used desktop and mobile operating systems and on a number of devices.

Look for overlapping design elements. Awkward line breaks. Registration forms that appear fine on desktop but clunky on mobile. Or vice versa.

And make sure your content seamlessly adapts to the size of your screen.

Style is just as important as substance.

You could have the best marketing content in the world, but if it’s not easy on the eyes, most people won’t stick around long enough to bask in your brilliance.

This time around, I’m happily paying someone to nitpick every last detail of my website, both functionally and visually. Just like I nitpick content.

Unless you’re an expert developer and designer, I highly recommend that you do the same.

Yes, it’s a significant investment. An investment that I expect to deliver a noticeably better user experience. Which will make someone more likely to do business with me.

Keeping with tradition, you should expect to see the newest version of my website on St. Patrick’s Day.

Stay tuned.

Does Your Marketing Content Need a Translator?

Tue, 20 Jan 2015 21:07:00 GMT

For the past year and a half, I’ve been writing a lot of content for technology companies. One thing I learned right out of the gates is that the industry as a whole does an awful job explaining new products and approaches to IT management.

Take the concept of software-defined networking. This particular topic made my brain hurt.

Not because it’s incredibly difficult to grasp, but because I couldn’t find a simple explanation of what the hell it is.

Basically, software-defined networking makes it possible for an IT manager to centrally manage and configure all network devices (switches, routers, etc.) instead of configuring each one individually.

It separates control functionality from the individual hardware, which is why it’s called software-defined networking.

Some definitions talked about “decoupling control from hardware” or “abstracting the data plane from the control plane.”

Decoupling? Abstracting? Those definitions are abstract, thank you very little.

After researching and writing about this concept several times, I finally get it. I get the value of it.

I figured it out because it was my job as a content writer.

But if I’m the CEO of a large enterprise looking for a more efficient way to manage my IT environment, it’s not my job to figure it out. It’s the job of the manufacturer or solution provider to make it easy to understand.

Granted, the target audience is probably IT managers who are more knowledgeable about this subject matter than the average CEO.

But if you approach content with that mindset, it means you’re trusting the IT managers of all of your potential clients to translate your gibberish to senior management so the purchase gets approved.

That’s a major gamble. Why not just write your marketing content in laymen’s terms?

It’s not like the IT managers will get all offended and say to themselves, “Jeez, I can’t believe they used such simplistic language. It’s so beneath me.”

If you think that sounds like an assumption on my part, it’s not. A Content Marketing Institute blog post discussed a study by NN Group that showed how simplified language can deliver better results.

Jargon, big words and convoluted sentences make the brain work harder, whether you’re a PhD or you can’t spell PhD.

The study analyzed the performance of a pharmaceutical website when it was rewritten to an eighth-grade reading level.

For low-literacy readers, the success rate improved from 46 percent to 82 percent. For high-literacy readers, the success rate improved from 68 percent to 98 percent.

This approach doesn’t just apply to technology and pharmaceutical companies, complex concepts, and industry jargon.

Even if the products and services you offer are relatively straightforward, the value of those products and services – and the value of your company – probably aren’t so obvious.

Using empty marketing clichés (highest quality, knowledgeable staff, best service, blah blah) to convey the value of what you do is just as bad as using overly complex language.

It might even be worse. Complex language can at least be translated into something of value. Marketing clichés are a dead end.

Various research studies say anywhere from 60 to 90 percent of the average purchasing decision is made before someone even contacts you.

It’s difficult for someone to justify a purchase, emotionally or logically, if your marketing content doesn’t clearly explain how someone will benefit from that purchase.

Above all else, keep it simple. Read it out loud. If you wouldn’t use a word in a real conversation, or a sentence makes you run out of breath, don’t use them in your marketing content.

And if you can’t validate marketing clichés with explanations that are specific, useful and relevant, it’s time to sit down and figure out exactly why someone should do business with you.

People won’t pay for something if they need a translator to help them figure out why it’s worth their money.

Why Honesty in Marketing Doesn’t Go Far Enough

Wed, 14 Jan 2015 02:18:00 GMT

I’m not one to split the atom when it comes to differentiating between two very similar terms.

For example, I generally use the terms “content writer” and “copywriter” interchangeably. Some purists would have me flogged for writing and speaking so haphazardly.

Two words I often see used interchangeably are “honesty” and “authenticity.” From a marketing standpoint, these are two very valuable yet very different characteristics.

Honesty is about being truthful and accurate, whether you’re sharing facts or an honest opinion. Honesty is obviously a good quality and vital to good marketing.

But honesty doesn’t go far enough.

Honesty is just one component of authenticity, which has quickly become an essential component of marketing – a component that many companies struggle with.

Authenticity is one of those words that gets thrown around in meetings without any true understanding of what it means or the impact it can have.

More than being truthful, authenticity is about how you present your honesty to other people.

Authenticity is about making people feel a certain way. It’s about being real, genuine and believable.

Authenticity is about speaking, writing and behaving in a way that’s true to yourself, your character, your values, your personality and the people you serve.

Authenticity shows you’re being transparent and have nothing to hide.

Authenticity shows good faith. It makes people feel comfortable. It builds trust and respect.

Authenticity makes your story more interesting and gives it more depth.

Authenticity makes your company more likeable and your product more valuable.

Authenticity shows vulnerability. You’re not perfect, and that’s okay. People can relate to that.

People don’t want or expect perfection. They can accept shortcomings as long as you’re fair and do everything you can to make up for those shortcomings.

Nobody is perfect, but everyone can be authentic.

There may be a new obsession with authenticity among marketers, but the desire for authenticity among the rest of the population isn’t new.

20, 50 or 100 years ago, I’m sure people wished and hoped companies were being real and genuine.

Some companies have delivered. Most have not.

Marketing always has been inherently inauthentic. Brands typically have tried to highlight their best qualities and hide the bad things. Some have just lied. The goal has been to sell a product by saying what the audience wants to hear.

Even most of those companies that have been honest lacked the authenticity that really makes a connection with people.

The difference between today and 50 years ago is that people today are more empowered to reward authentic brands and punish inauthentic brands.

Today’s empowered public has instant access to virtually unlimited information. If a company isn’t being authentic, people can usually find out. They can check the facts. And they have plenty of ways to share their findings.

The funny thing about the new emphasis on authenticity in marketing is that it has required such a seismic cultural shift with so many companies.

Be authentic? Keep it real? Damn, we’re gonna have to figure this thing out!

Honesty is easy. At least it should be. Just tell the truth.

Authenticity is relatively easy to achieve if you’re authentic out of the gates. It’s a bit more complicated when it requires a change in direction.

Businesses can work on being more authentic by following these steps.

First, take a look in the company mirror. What are your values? What is your voice? What is your personality?

Then take a look at your audience. How does your company make people feel? Is that how you want them to feel?

Next, take a look at your marketing content. Are you being true to yourself and your audience? Do your voice, personality, values and character shine through in your content? Is it believable?

Finally, take a look at how you conduct business. Do your voice, personality, values and character shine through in your everyday operations and customer interactions?

Honesty is a great start. But authenticity will help you build the relationships that build and sustain your business.

Dissecting Marketing Content: What It Really Takes to Create the Right Message

Tue, 06 Jan 2015 17:00:00 GMT

A lot of clients ask me what’s involved in developing marketing content. They usually realize that they’ve underestimated how involved the process can be.

Just a tad.

I was recently hired by a financial advisor to update and edit her profile content on her parent company’s website. I thought it would be helpful to share this experience and provide a small window into the content development process.

Financial advisors are somewhat hamstrung by industry regulations and the firms they work for. In this case, my client has control over just two pages of content, which were written about two years ago.

One page focuses on the value proposition, and the other page, accessed through a link in the sidebar, covers her professional and personal background. The rest of the site is about and controlled by the firm.

We spent about an hour and 10 minutes dissecting fewer than 750 words of content.

On a side note, this is why I tell clients that it costs just as much, if not more, to edit existing content as it does to write new content from scratch.

Basically, we went line by line and, in some cases, word by word, analyzing the content by asking a lot of questions.

Who is your specific target audience? What specific problem(s) do you solve? Does every word speak to your audience’s needs and concerns?

This was the biggest problem with the content. It talked about managing wealth and planning for retirement in general terms, but it didn’t speak to the specific problems of a specific audience.

In this case, the audience is wealthy people who recently retired or will be retiring soon. The problem is that many people spend more years in retirement than they do working, but have no plan for receiving income throughout retirement.

Addressing the specific problem of a specific audience instantly makes the content more effective.

What content is unnecessary? Why was it included in the first place and why is it unnecessary now?

What content is missing? Why wasn’t it included in the first place and why does it need to be added now?

Some information was dated. Some information simply isn’t as important as it was two years ago. Some information was never very important, so we got rid of it.

My client is also launching a new initiative and the existing content didn’t reflect that. We had to incorporate certain information that explained to this new offering.

Is this information relevant? Is it clear? Is it specific?

Will the target audience understand the point you’re trying to make? If not, how can we make certain information or language easier to understand?

Some information may be relevant and specific to a financial advisor, but it may seem fuzzy to the financial advisor’s potential clients.

For example, it does no good to list various licenses and designations if it’s not clear how the target audience can benefit from them.

Solutions to problems make for much better marketing content than a resumé.

Also, some information was generic “marketing speak” that probably sounded good in a board meeting but has no meaning to the target audience. We either made it more specific or got rid of it.

What information should have the highest priority? Why? How can we draw more attention to that information?

Every word of your content should have relevance, but some pieces of information are more important than others.

In this case, we needed to adhere to the firm’s somewhat rigid page structure, which limited our options.

The key was to rearrange a few things to prioritize the most compelling information while maintaining a logical, natural flow from beginning to end.

One problem involved the page about the financial advisor’s professional and personal background – the “About” page. The link was buried in the sidebar of the value proposition page.

When someone is thinking about hiring a financial advisor to manage millions of dollars, they’re going to read that page thoroughly. But it wasn’t easy to find.

We gave it more visibility without affecting the structure of the page by previewing that page’s content and adding a link within the value proposition content.

So why am I sharing this story?

Like I said previously, we spent more than an hour dissecting two pages of content totaling fewer than 750 words. That probably seems like a lot of time.

But if you want your marketing content to deliver the highest possible ROI, this is the required level of analysis.

You can’t just send talking points and a list of facts to a content writer and expect to get marketing content that works.

The “who” and the “what” are important, but you need to dig into the “how” and the “why” if your marketing content is going to convert visitors into clients.

In the interest of full disclosure, the process I’ve detailed above isn’t the norm. I wish it was the norm, but few business owners and marketers are willing to invest that much time and effort into their marketing content.

Fortunately, this particular client gets it. I’m confident that she’ll reap the rewards once we complete the project.

I use the word “dissect” because that’s exactly what you have to do with marketing content.

As you develop content, especially for your core branding platforms like your website, brochures, and business and professional profiles on social media, take the time to dissect it.

Break down the message point by point, line by line, and even word by word, whether the content is 200 words or 10,000 words.

Yes, it takes time. Yes, it can be tedious. But if it strengthens your message and helps you make more money, isn’t it worth it?

Is Clark Griswold Writing Your Marketing Content?

Wed, 17 Dec 2014 01:46:00 GMT

Clark had a tendency to take things to the extreme, didn’t he?

Clark Griswold didn’t just hang a few strings of Christmas lights across his house. He blanketed every inch of his home’s exterior with bright, white lights.

When dear old Aunt Bethany saw the powerful glow of the Christmas lights on the Griswold house, she understandably asked, “Is your house on fire, Clark?”

Clark Griswold didn’t just go to the store and look for the biggest Christmas tree in stock. He drove out to the country and dragged his family through a foot of snow to cut down a monstrosity of a tree that was longer than the family station wagon.

Actually, they had to pull it out of the ground because Clark forgot a saw.

Of course, when Clark’s snobbish neighbor questioned where Clark thought he was going to put a tree that big, you had to love his response:

“Bend over and I’ll show you.”

Clark Griswold didn’t just use a toboggan when he took the kids sleigh riding. He was determined to set a “new amateur recreational saucer sled land speed record” by coating his saucer with a silicon-based kitchen lubricant that creates a surface 500 times more slippery than any cooking oil.

Clark then challenged the speed of light as he rocketed down the hill and across a highway, eventually crashing in a Walmart parking lot.

Clark Griswold clearly had an appetite for all things over the top. Let’s just hope you don’t have a Clark Griswold writing your marketing content.

There are three things lessons we can learn about content from the lovable yet overambitious head of the Griswold family.

First, your marketing content shouldn’t be a tangled, knot-filled mess of lights. When you try to do too much or say too much, you end up with an unfocused, overstuffed mess of content splattered on your screen.

Actually, your content should more closely resemble a single candle in each window.

Simple, clear, focused.

Second, your marketing content shouldn’t be a sap-filled, gargantuan tree that busts through windows and engulfs every human in sight when the branches are unleashed.

You don’t have to take over the room or bowl people over. The days of in-your-face marketing that interrupts are over.

Instead, make sure your content fits seamlessly into your audience’s lifestyle.

Third, your marketing content shouldn’t be a metal saucer lathered in a revolutionary new lubricant, and it doesn’t have to break records or set the world on fire.

Instead of going overboard to impress people or “go viral,” just try to help people.

Show them how you can solve a problem, fill a need, or make their lives better or more enjoyable. That’s how you really impress people.

As we celebrate 25 years of National Lampoon’s Christmas Vacation, I’d like to share my favorite scene from the movie.

Warning: This contains content that may not be suitable for all audiences. But it’s funny as hell, so enjoy!

Merry Christmas and Happy New Year!

Why Marketers and SMBs Need to Take Online Security Seriously

Wed, 10 Dec 2014 02:39:00 GMT

I know what you’re thinking. Why is the content writer talking about online security?

Well, I write quite a bit about building trust and credibility and how important they are to establishing brand value and closing sales.

I also discuss what companies can do to erode or even destroy that trust and credibility.

And nothing can kill trust and credibility – or put a company out of business – like a security breach.

Sure, the Targets and Home Depots of the world have the resources to fortify their security and plug holes. They can withstand the bad publicity. They can spend millions to rebuild their image.

Can your company do the same?

I write a ton of IT-related content – averaging about one piece of content per day – for Cooper Marketing Solutions , a marketing firm that specializes in content marketing for IT companies. I’ve learned about a ton of concepts that made my head spin, and I’ve sifted through a ton of statistics.

One particular statistic from a 2013 Experian study has always stood out in my mind.

60 percent of small businesses that are victims of a security breach go out of business within six months.

Most small-to-midsize businesses with inadequate security also lack a disaster recovery strategy, so it can take weeks to restore business data and applications. In many cases, data is permanently lost.

Either way, customers are forced to take their business elsewhere, or they choose to find a less risky alternative.

Keep in mind that today’s cybercriminals aren’t computer nerds eating nachos in their parents’ basement. They’re highly sophisticated, well-funded organizations that are constantly looking for new ways to steal money, trade secrets or classified information.

Some target the Federal Reserve. Others target small-to-midsize businesses (SMBs) because they typically have outdated or weak defenses.

Consider some of the modern threats that both large enterprises and SMBs must contend with:

In addition to more sophisticated, modern security threats, criminals use simple methods to target the weakest link in the security chain – human beings.

Do you know what the most common online passwords are?

“Password” and “123456.” Yes, many employees are that lazy.

Many time-strapped IT managers never change default passwords when installing new technology, which is like handing a burglar the keys to your front door.

And for some mind-boggling reason, when people receive an email from a sultan in a far off land who promises to wire them $10 million dollars, they fall for the phishing scam and click the link in the email.

I can’t believe someone would open an email that starts “Hello, Dear One.”

It’s not just individual employees dropping the security ball. It’s the companies that turn a blind eye to security.

Microsoft ended support for its Windows XP operating system in April of this year. Many businesses continue to use it because it still works just fine.

However, an unsupported version of Windows won’t receive any new software updates, including security patches that are automatically delivered by Microsoft.

That means Windows XP users are popular targets of cybercriminals.

And SMBs are already popular targets. A 2013 study from Verizon analyzed 855 security breaches and found that 71 percent occurred in companies with fewer than 100 employees.

The use of unsupported technology is just one example of how a lack of attention to online security by SMBs can make the jobs of criminals that much easier.

If you’re gathering customer data, you better be protecting it.

Companies in regulated industries, like finance, healthcare, law and retail, risk compliance violations and lawsuits if certain data isn’t adequately protected.

But security needs to be top-of-mind for any company, large or small. When someone enters a name and email into a form on your website to sign up for your newsletter, where does that data reside?

How secure is your customer database? How are you protecting your email list? Are you allowing consumer-grade applications and software to be used by employees?

Is your network being monitored for suspicious activity? How long would it take to realize a security breach has occurred? What would be the cost per hour if your network goes down?

If you outsource your marketing, where is the marketing firm storing your data? Are they using a secure internet connection? What is their security strategy?

SMBs are using customer data more and more to fine tune their marketing strategies and make smarter decisions.

Data can be incredibly valuable, but failure to secure that data can blow your business right out of the water.

What is an SMB to do?

First, make sure employees use their brains, from using complex passwords to reporting and then deleting suspicious emails.

Bring in a third-party to evaluate your security infrastructure and overhaul your security strategy if necessary, using next-generation firewalls, data encryption and access controls. Cloud-based services allow companies to leverage a service provider’s enterprise-grade security tools and expertise with little or no upfront cost.

Most importantly, take online security seriously. Because the consequences of a breach can be devastating.

How You Know if a Content Writer Is Worth the Investment, Part 2

Tue, 02 Dec 2014 17:07:00 GMT

When you hire a professional content writer, you should feel confident that this person’s writing ability is above average.

Duh.

But when it comes to your marketing content, talent alone isn’t worth the investment.

Beautiful written content won’t make money unless a lot of heavy lifting happens before the content writer sits down to write.

In Part 1 of this post, I began to discuss some of the things that make a content writer worth the investment.

Here are a few more things that should tell you the content writer is worth the investment.

The content writer tells you what your content should say.

If a content writer asks you what you want to say in your marketing content, that’s a bad sign.

A good content writer will ask you about your business goals, target audience, company values, business processes and what makes you unique. Like I said in Part 1 , a content writer needs to have a journalist’s mentality.

A good content writer will also research your industry and competition and look for opportunities to convey competitive advantages in your content.

Based on this information, a content writer worth the investment will tell you what your content should say.

Imagine if you went to the doctor with a sore back and the doctor said, “How would you like me to make that pain go away?”

You hire a content writer to not just write content, but also to shape the message and direction.

The content writer will tell you when your bad idea is bad.

Contrary to popular belief, the customer is not always right.

Nothing infuriates me more than a service provider or salesperson who does nothing but nod and agree with everything the client says.

You shouldn’t hire a content writer to be a cheerleader, pat you on the back or feed your ego.

That’s what mothers are for.

If your existing content sucks or your idea for fixing that content is bad, you need to know. A content writer should challenge you to think differently or educate you about what makes marketing content effective.

Some content writers are afraid to say your idea is bad because they’re afraid of making you mad or hurting your feelings, they’re afraid of being fired, or they believe in the antiquated notion that the customer is always right.

Or they forgot that their first priority is to help you make money.

A content writer who moves forward with a bad idea – without doing everything possible to take the content in a different direction – is knowingly throwing your money away.

The content writer explains why.

Your content writer shouldn’t stop at telling you what your content should say or that your idea is bad.

“Because I said so” and “just trust me” aren’t good reasons.

A content writer worth the investment should be able to make a compelling case about why they’re doing things a certain way. In many cases, this argument is backed up by hard data, case studies or past experience.

Be wary of those who claim to be outside-the-box thinkers and try to blow you away with cutting edge ideas that nobody else is using. That’s usually code for “we don’t know if this will work, so you’ll be our guinea pig.”

More often than not, the best approach to marketing content is rooted in common sense and follows the most basic marketing principles. A good content writer should be able to make that case.

What do you look for in a content writer or service provider? What makes you turn and run in the other direction?

How You Know if a Content Writer Is Worth the Investment, Part 1

Thu, 20 Nov 2014 02:50:00 GMT

Your company needs content. Period.

Content helps you speed up the sales process, build trust and credibility, establish your expertise, and rank higher on the search engines. In other words, content helps you make more money.

Content needs to be created and shared on a regular basis, and it better be relevant, valuable and helpful to your target audience.

Investing in a content writer is just like any other business investment. You need to make sure you’re getting the highest possible value with the least amount of risk in order to maximize the return.

It goes without saying that the person who writes your marketing content has to have writing talent. A good content writer can tell a story so it flows naturally and effortlessly.

A good content writer also has to know the basic rules of grammar and punctuation. And when to break those rules. Like I just did.

But when it comes to marketing, the content writer needs to bring more to the table than writing ability. Here are a few important things to look for that make a content writer worth the investment.

The content writer puts sound marketing strategy behind the words.

There are a lot of great writers in the world. As a matter of fact, my four-year-old daughter is the next great one .

But if you’re going to invest in a content writer, you need more to show for it than beautiful words poetically strung together. The goal is to make money.

There are different types of writers. For example, I can spin a hell of a story, but I can’t write a novel or poetry. And I would venture to say that most novelists and poets don’t have a marketing background.

A content writer is only worth the investment if they know how to motivate people to buy something. The most brilliant writing in the world is useless from a marketing perspective if it doesn’t somehow contribute to a sale.

The content writer asks a lot of questions – and knows what questions to ask.

When you’re working with a content writer for the first time, you should expect to have a long conversation.

Content writers who feel communication is unnecessary and tell you to just email them some information aren’t worth the investment.

If you only care about having the content done quickly and cheaply, that’s a different story. In that case, there are plenty of content writing sweat shops waiting to plug your company name into their content templates.

Great content writers are great interviewers. They know what questions will provide them with the information they need to write content that people like and remember.

And they know how to get beyond clichés and textbook answers to uncover the stories that really matter to readers.

The content writer can capture your voice.

Hundreds of companies within the same business category are capable of providing the exact same information as yours.

Content becomes unique when it conveys a style, personality and point of view that are difficult if not impossible to copy, whether the content is attributed to a company or an individual within that company.

Every piece of content should bring this unique voice to life. Otherwise, it’s not authentic. And as I’ve said over and over, nobody likes a phony.

Every good writer has a strong voice. But only a marketing content writer who can adapt their style to capture your voice is worth the investment.

This can only be accomplished by having actual conversations to understand what that voice is, not by telling someone to email some information.

To be continued in Part 2

My Four-Year-Old Wants to Be a Writer Like Daddy. Here’s Why She’ll Be Great.

Tue, 11 Nov 2014 18:00:00 GMT

About a week ago, my four-year-old daughter, Caitlin, ran up to me and said, “Daddy, you know what I want to be when I grow up?”

My first thought was an artist. Caitlin draws and colors constantly. She’s very meticulous and creative.

She once took letters and numbers that she had written at school and turned them into a group of people by connecting the letters and numbers, adding human features, and coloring in the spaces. While the other kids take naps, she draws and colors.

If not an artist, I thought she might want to be a dancer. She’s taking two dance classes every Saturday, at least until the winter recital in a couple weeks. I’m looking forward to seeing her dance to “Do You Want to Build a Snowman?” from Frozen .

After my first two guesses were wrong, Caitlin said, “Daddy, I want to be a writer.”

Then she showed me her first book. It’s a Thanksgiving picture book that she’s holding in the photo above. She flips through the pages and tells the story based on the pictures. Her teacher even stapled the pages together.

I have to admit that I got a little choked up.

I was a little surprised, too. Even though she knows all of her letters and numbers, Caitlin is four years old, and the only word she knows how to write without help is her first name.

But the more I thought about it, the more it made sense.

Caitlin wants to be a writer, and will be a great writer, because she’s a great storyteller.

I write mostly blogs, website content, newsletter articles, brochures, press releases and stuff like that. Caitlin wants to write books.

But one thing all successful writers have in common is that they know how to spin a story.

Either my wife or I read stories to Caitlin every night at bedtime. This has been the routine almost since she was born.

A couple years ago, when we would finish stories, Caitlin started saying, “Daddy, can we talk?”

Not a serious talk. Just a conversation about what she did today, what she was going to do tomorrow, a movie, a birthday party, a trip to the boardwalk or whatever else popped into her head.

More recently, “can we talk” evolved into “let’s tell stories.” She would tell me a short story that she made up on the fly. Then it would be my turn.

A cynic might say Caitlin is coming up with an excuse to stay up later. I’d be lying if I said the thought never crossed my mind.

But Caitlin really wants to tell and hear stories. She’s showing me that she has the three key characteristics of a great writer and storyteller:

She’s a great listener and observer.

Caitlin doesn’t always do what she’s told, but she’s always listening. And she remembers everything (sometimes regrettably). I can’t wait until she’s able to make notes of the things she sees, hears and experiences. Writers are also avid readers, which Caitlin will be someday.

She involves her audience.

Anyone can sit there like the drunk guy at the corner of the bar who rambles on about himself and his friends. Caitlin wants to hear what’s on your mind, and she somehow gets those thoughts into her stories.

She makes an emotional connection.

Caitlin typically tells a story until she gets a laugh or a “wow.” By waiting for that reaction, that moment of truth, I can tell she’s trying to make a connection. That’s how great writers and storytellers make their stories matter.

Maybe I’m just a proud papa, but the kid’s got the goods.

I’m also not naive. I know Caitlin will change her mind about what she wants to be when she grows up a few dozen times before she’s 10.

Or maybe she won’t.

If Caitlin does stay on this path to being a writer, I know she has the built-in tools to be great. And I’ll save this signed first edition of the Thankgiving Book to remind her of how it all started.

A Sad Story of How Refusal to Accept Reality and Weak Leadership Derailed Brilliant Marketing

Tue, 04 Nov 2014 18:06:00 GMT

Have you heard the big news, car shoppers? Car dealers don’t haggle anymore.

It’s true. Just ask them. And Edmunds.

At the time of this writing, the headline on the home page of Edmunds.com reads:

Get the post-haggle price. Save thousands without haggling. That’s Edmunds Price Promise®.

Of course, there’s some fine print about saving thousands. But the point is you can shop for cars at Edmunds.com and get final prices that are guaranteed and honored by local auto dealerships.

These dealerships pay Edmunds to advertise their inventory.

Edmunds recently launched a series of ads labeled “Absurdity of Haggling.” Watch one of the ads to get the gist of the campaign.

Basically, it illustrates how ridiculous it would be if you had to haggle over grocery prices like you do with car prices.

Personally, I think the ad is brilliant.

Kudos to Publicis Kaplan Thaler for creating the ads. They use real people in real life scenarios to perfectly convey the absurdity of haggling over car prices, positioning Edmunds as the more attractive alternative.

Many auto dealers disagreed.

These auto dealers said the ads depict outdated stereotypes. Some went so far as to threaten to pull their business from Edmunds.com.

Edmunds quickly pulled the ads. In a statement, Edmunds President Seth Berkowitz said:

Our digital videos illustrating the “Absurdity of Haggling” missed the mark. Some of our partners were deeply insulted, expressing that our attempt at humor reinforced outdated stereotypes. That was obviously never our intent. It has created a distraction from our business of helping to make car shopping easier. We are terminating the videos and getting back to working with our dealer partners to improve the car buying process for car shoppers around the country.

The whole situation nauseates me.

Let’s start with the whining auto dealers who apparently live in a Bizarro world where haggling doesn’t occur at auto dealerships.

Jeff Wyler, CEO of the Jeff Wyler Automotive Family in Cincinnati, was quoted in Ad Age as saying:

Negotiating prices on cars has always been expected by the consumer and having it referred to as “haggling” by a company that I am a customer of is insulting.

Just because people expect to negotiate over prices, that doesn’t mean they like it. And it sure as hell doesn’t mean you’re creating the best possible customer experience.

If people weren’t forced to either negotiate or overpay, do you think they would still go through the back-and-forth nonsense?

In fact, recent research found that 83 percent of car shoppers would prefer to avoid haggling over car prices. This study was commissioned by – wait for it – Edmunds!

According to Merriam-Webster, the definition of “haggle” is “to talk or argue with someone, especially in order to agree on a price.”

According to Oxford Dictionaries, the definition of “haggle” is “to dispute or bargain persistently, especially over the cost of something.”

Is haggling really any different from negotiating? Is there anyone on the face of the earth who believes haggling is not occurring at auto dealerships?

How can you possibly be insulted when you admit that negotiation is expected at your dealerships? Because you feel there’s a clear distinction between negotiating and haggling?

Why aren’t more auto dealers whining about the haggling headline on the Edmunds.com home page? Because it didn’t get any media coverage?

Personally, I think the way the majority of auto dealers insult the intelligence of their customers, both in their advertising and at the dealerships, is far more egregious than these ads from Edmunds.

These dealers feel they can claim to be insulted only because they’re paying Edmunds to advertise their inventory, which gives them the right, in their mind, to control the Edmunds message.

It reminds me of my radio days when certain big-spending auto dealers and their agencies thought they owned the radio station and its employees. If something happened that ruffled the auto dealer’s or agency’s feathers, they would threaten to pull their advertising. I’ve seen colleagues disciplined and even fired as a result.

Bottom line? The ads from Edmunds nailed it. If you don’t like it, auto dealers, change the way you do business.

Those offended by the ads are most likely guilty as charged.

But the auto dealers aren’t the only ones who blew it. Edmunds showed the spine of a jelly fish by pulling the ads.

Edmunds.com positions itself as the place people can go to get upfront, haggle-free pricing. The “Absurdity of Haggling” ads perfectly reinforce this positioning.

Let’s not forget the target audience of these ads – car buyers, not auto dealers.

If auto dealers didn’t believe a portion of their customer base would prefer the Edmunds model – a model based on haggle-free car shopping – auto dealers wouldn’t be advertising on Edmunds in the first place.

If car buyers like the ads, the ads are good.

And if car buyers respond to the ads and buy cars through Edmunds, guess who profits? Those poor, insulted auto dealers.

Who cares if the auto dealers like the ads? It’s not like the ads are mean-spirited. They show the ridiculousness of haggling over price in a very lighthearted, relatable and funny way.

Yet petty auto dealers who are oblivious to what happens every day at the vast majority of dealerships went to the old “we’ll pull our advertising” threat.

Sadly, Edmunds caved, saying the ads “missed the mark.”

In doing so, they blew an opportunity to capitalize on a campaign that could have gone viral and drawn more attention to the conversation about improving the car buying process.

This conversation would be great for the target audience – car shoppers. But it’s probably naïve to think the target audience would receive top priority.

A more appropriate response from Edmunds might have been something like this:

I’m sorry you were insulted by our ads. They were meant to humorously portray a negative experience that the majority of our customers have endured for many years when shopping at auto dealerships. This is why they turned to Edmunds rather than repeating that experience.

As you know, today’s consumers demand transparency with any purchase, not just automotive. This is why the Edmunds model is becoming more popular. Many of our partner dealerships have joined our efforts to simplify the car buying process with more straightforward pricing and less negotiation/haggling.

I’m delighted to hear that the ads do not represent the way business is done at your dealership. I hope you’ll capitalize on the overwhelmingly positive consumer response to our ads and use this message to distinguish your dealerships from competitors who continue to feed this perception. They are the ones hurting auto dealerships, not Edmunds.

Edmunds, you blew it. Auto dealers, you blew it more.

And who loses? The consumer.

How to Bring Your Dead Blog Back to Life

Tue, 28 Oct 2014 17:00:00 GMT

This is the time of year when things seem dead but they really aren’t, especially in the movies. Jason Voorhees from Friday the 13th . Freddy Krueger from A Nightmare on Elm Street .

And my personal favorite, Michael Myers from Halloween . Creepiest psycho slasher and musical score of all time.

By the way, I’m talking about the 1978 original, not Rob Zombie’s remake. Which sucked.

But rising from the dead isn’t limited to human slashers. You had a possessed doll that wouldn’t die in Child’s Play , a cat that wouldn’t die in Pet Sematary , and a car that wouldn’t die in Christine .

Of course, if these characters stayed dead, we wouldn’t be able to enjoy the many horror sequels that are snubbed at the Oscars each year. I believe Friday the 13th is the unofficial leader with 10 total movies, not counting Freddy vs. Jason and a remake in 2009.

Believe it or not, your seemingly dead blog that hasn’t been updated in months or even years can re-emerge just as strong as a guy with a hockey goalie mask and a machete. You just need to know how to bring it back to life.

The first step is to identify the cause of death. These are the most common excuses culprits:

We got too busy and had to put the blog on the backburner.

We ran out of things to write about.

We weren’t getting anything out of it and couldn’t justify the investment.

Once you’ve identified the cause of your blog’s comatose state, figure out what needs to be done to make that dagger disappear.

If the primary cause was a lack of time, your blog was never a high priority in the first place.

If you want your blog to live, you have to treat it like the valuable business tool it can be.

The only way to make the company blog a priority and reap the rewards is to make it part of someone’s job description. Somebody needs be in charge of writing it, posting it and sharing it.

If nobody has the time, desire or ability, outsource some or all of these tasks to someone who does. Typically, the writing is the most challenging and time-consuming part of maintaining a blog.

The great thing about outsourcing is that you know the blog will be done, and done well, no matter how busy you get.

If the primary cause of your blog’s death was a shortage of topics, it was probably due to a lack of planning or a lack of familiarity with your audience.

I’ve written about how to make sure you never run out of blog topics . However, filling your editorial calendar begins with getting reacquainted with your audience.

Too many companies launch a blog or any marketing program without truly understanding who the audience is .

Get beyond basic demographics like age, gender and income. Remember, these are real people.

What are their problems, concerns and needs? What matters most to them? What keeps them up at night? What can you do to help them?

The answers to these questions should form the foundation of our editorial calendar.

If you struggled to come up with blog topics, maybe you need to cut back on the frequency. If you were blogging a few days a week, scale back to once a week. If you were blogging once a week, try every other week.

Consistency is more important than frequency, and quality is more important than quantity.

If your blog died because you weren’t seeing any results, reevaluate your strategy. If you had one.

The lack of a clear strategy could also be the reason why you struggled to come up with topics or didn’t have time to maintain the blog.

B2B and B2C Content Marketing 2015: Benchmarks, Budgets, and Trends – North America , two reports produced by Content Marketing Institute and MarketingProfs, show that organizations with a documented content marketing strategy perform better than those without.

This has been the case since they’ve been doing these annual studies. And it applies to blogs.

What are the specific goals of the company blog? How long do you expect it to take to achieve these goals? Are your goals realistic?

How will success be measured? Who is in charge of measuring the blog’s success? If your goal is to improve your search ranking, what topics and keywords are you targeting? Have you researched them?

I wrote earlier about identifying your audience. Once you’ve identified them, you need to get your blog posts in front of them.

Is your email list up to date? Are you sharing blog posts on the right social channels and group pages within those channels? Have you evaluated paid advertising options?

Developing a smart strategy takes time, research and testing. If you want your blog to come back to life and deliver results, you can’t take shortcuts.

From a technical standpoint, make sure your blog is easy to read on any desktop or mobile device.

If you expect readers to pinch, zoom and slide their way through each blog post when using their smartphones and tablets, your blog will never survive.

Use a responsive theme or create a mobile version of your website. Period.

It’s almost 2015 for goodness sake. People won’t tolerate or revisit any content that they can’t read easily on their favorite Internet-connected toys, no matter how wonderful your content is.

Finally, and perhaps most importantly, you can only bring your dead blog back to life if you firmly commit to it and believe in it.

This commitment and belief needs to start at the top. If each blog post is evaluated like a direct response advertising campaign, the blog won’t survive.

A blog generates revenue by building relationships, helping people and earning their trust. That doesn’t happen overnight, but the impact is much deeper and longer lasting. Each post lives online forever and can generate leads for years.

Bringing your dead blog back to life doesn’t require a bolt of lightning, a magic chant or supernatural powers. And you don’t have to wear a scary mask.

But it does require strategy, commitment and investment – if you want your audience to read and look forward to the sequels.

The One Problem Even the Best Marketing Strategy Can’t Overcome

Tue, 21 Oct 2014 20:11:00 GMT

Sales at McDonald’s have been steadily declining for years.

Last month, the company announced its Chief Creative Officer of 14 years was leaving. This month, McDonald’s launched a social media campaign to directly address concerns about its core menu items, mainly their burgers.

Believe it or not, some people have doubts about the quality of the ingredients used to make and preserve Mickey D’s burgers.

It seems like the folks at McDonald’s are trying to use social media to convince people that their burgers, named the worst in America in a recent Consumer Reports survey , are actually fresh and taste good.

And all of that chatter about pink slime? Way overblown. Nothing to see here.

But this campaign doesn’t address the real problem.

The best marketing strategy in the world formulated by the best marketing minds in the world will not change the taste of their burgers or the nutritional value of its menu.

If McDonald’s has any hope of reversing sales declines, they need to start selling better-tasting burgers and offer healthier foods.

I don’t mean to pick on McDonald’s, but they’re a prime example of a company with a problem that can’t be overcome with marketing.

If you have a bad product or service, or you don’t run your business properly, don’t expect marketing to ride in on a white horse and save the day.

I’m all for transparency and addressing concerns head on as McDonald’s is supposedly doing with this social media campaign.

But it ignores the core problem – crappy burgers.

When I was a kid, we used to joke about how McDonald’s burgers could be used to patch a hole in a tire. That was 30 years ago.

Today, the jokes have moved from the playground to Facebook and Twitter. But that’s the least of their worries.

People demand to know what’s in their food and how it’s made. If they don’t think you’re telling the truth, they’ll find the truth on their own.

More importantly, they’ll find better-tasting, healthier foods someplace else.

Marketing can help to shape and even change perceptions, but it can’t fix a bad product or service.

Suppose a marketing campaign is successful and people go to your website or shop at your store. If they have a bad experience, they won’t buy anything.

Suppose they do buy something and end up disappointed by a product or service that doesn’t meet expectations, or they receive poor customer service. They’ll never buy from you again.

This isn’t a marketing problem. This is a business problem.

Before you invest in marketing, invest in your product, your people and your processes.

Make sure all three are aligned so your company is capable of delivering on the promises made in your marketing.

The formula that may have worked for 20 years may not work today. You have to be willing to make changes if you expect to remain successful. That could mean a few minor tweaks, or it could require a complete overhaul.

We’ve all heard the saying that doing the same thing over and over and expecting different results is the definition of insanity.

Changing up the marketing strategy, incorporating new tactics and modifying your marketing message won’t do any good if your product or service isn’t any good, or the way you run your business isn’t any good.

In fact, the best way to expose a lousy product or poor operating procedures is with great marketing.

When McDonald’s promoted #McDStories on Twitter in January of 2012 to promote the quality and freshness of its food, the campaign was quickly overtaken by a flood of negative tweets. McDonalds even got into a testy exchange with PETA.

The campaign lasted less than two hours. The negative tweets continued for days.

I’ll be curious to see what kind of reaction McDonald’s will generate from their latest social media campaign. Unfortunately, it won’t do anything to solve the real problem.

Are We Over-Targeting Our Marketing?

Wed, 15 Oct 2014 02:07:00 GMT

Marketing pioneer John Wanamaker famously said, “Half the money I spend on advertising is wasted. The trouble is I don’t know which half.”

In a recent interview with Advertising Age , advertising legend Sir John Hegarty rejected that notion in very blunt terms, saying, “It’s the most stupid thing ever said about advertising. A brand is made not just by the people who buy it but also by the people who know about it.”

That got my wheels turning.

Are we using technology and data to over-target our marketing?

Cable and satellite television are now capable of offering much of the same targeting criteria as online channels, and the targeting options on social channels like Facebook will blow your mind.

The Internet of Things continues to take shape and big data is exploding. More and more consumer products are internet-connected, from light bulbs to refrigerators to tires.

That doesn’t mean you can use your spare tire to check your email, but it does mean these products are capable of transmitting information in real-time about how they’re being used.

Most companies are still trying to figure out how to store this data, let alone analyze it to optimize targeting for their marketing strategy.

But how granular do we need to get? Are we taking it too far?

During my later years as a creative director in broadcast radio in the mid-2000s, more and more small-to-midsize business owners were incorporating various forms of online advertising into their marketing strategies.

They said it was easier to track performance and target prime prospects. Of course, the price tag of targeted online advertising was a lot smaller than mass advertising on broadcast radio.

When a potential advertiser said they were going to move more advertising dollars online, one radio sales rep attempted to overcome that obstacle with an argument that went something like this:

Sure, online advertising offers more granular targeting so you can zero in on people who already want your product or fit your specific audience profile.

But what about the majority of the population who never considered buying your product due to lack of awareness or an ineffective marketing message?

In addition to reaching prime prospects, radio gives you the opportunity to convert people who never considered buying your product into customers. At the very least, it makes them aware of your brand and a potential source of referrals.

Online advertising is cheaper, but you could be leaving a lot of money on the table.

I’m not writing this post to debate the merits of one form of advertising against another, but I do think this particular sales rep made a valid argument.

Are we leaving money on the table by focusing too much on only the hottest leads?

If you pass over a marketing platform because the data says only one quarter of the platform’s users want your product, are you dismissing the other three quarters too quickly?

Have you analyzed the data closely enough to verify its accuracy? And are you sure you know your audience as well as you think?

This applies to marketing in general, not just advertising.

For example, if you only share your blog posts on certain Linkedin group pages that cater to your core target audience, would you benefit by testing your content with different Linkedin audiences?

In this case, the testing won’t cost you anything, but it does take time to test effectively, and you don’t want to turn into a spam machine.

Same goes for email marketing. If you segment your email lists, you could be leaving out people who would be interested in your product or service even if the data says otherwise.

I always advise clients to identify their core target audience in very specific terms, focus their marketing on their core and expand from there.

Of course, how much you expand beyond your core depends on your budget, how much business you can handle and what your objectives are.

But just because you identify your core target audience in very specific terms, does that mean you should limit your targeting and messaging to that audience?

This is one of very few posts in which I’m not drawing a line in the sand. Quite frankly, I’m torn.

Are we over-targeting? Have we come too obsessed with or over-reliant on data and technology?

Is it a waste of time and money for companies without million-dollar budgets to try to convert anything but the hottest leads?

I want to know what you think. Please share your comments and make a believer out of me one way or another.

Common Sense: Marketing’s Best Friend

Wed, 08 Oct 2014 01:51:00 GMT

There was a riverfront real estate development in Argentina with a multi-million dollar marketing budget. Although the development was home to impressive offices, apartments, shops, restaurants and a hotel, it struggled to gain any traction with locals or visitors.

The biggest problem was a lack of accessibility. It was a hassle to get there.

Instead of pushing a massive ad campaign, the development’s ad agency suggested building a bridge across the river. A footbridge that would make it easy for people to walk to the development.

But this wouldn’t be some run-of-the-mill bridge. This would be an architectural landmark. A major attraction that would generate tons of media coverage.

More coverage than any advertising would.

Why was this such a brilliant idea?

It offered a common sense solution to a simple problem.

To be clear, calling something “common sense” doesn’t imply that it’s easy. This particular idea is an example of creative thinking at its finest, and turning the bridge into a destination is an example of taking a great idea to the next level.

But at its core, this idea solved a very basic problem for both the development and its customers. It made it easier to get from point A to point B.

Marketing doesn’t have to win a Nobel Prize. It just has to solve a problem.

Like Ralph Waldo Emerson once said, common sense is genius dressed in its working clothes.

Unfortunately, too many marketers and business owners are obsessed with being clever and thinking outside the box. They spend so much time trying to come up with the next big idea that they forget about what their audience really wants and needs.

More often than not, the best idea and the best message for your content can be found inside the box, firmly rooted in common sense.

This applies to all marketing principles, especially from a content standpoint.

Creating interest in a product by showing how it can solve a problem or make someone’s life better. Speaking the language of your target audience.

Being clear and transparent. Building trust and credibility. Helping and educating instead of selling aggressively.

Doesn’t common sense tell you that these are all good things?

Yet for some reason, common sense seems to elude most marketing content.

If you’re worried that your marketing content will be boring, stale and unoriginal, just remember that common sense is far less common than you think. You’ll definitely be in the minority.

But common sense can do more than help you stand out. It can help you take a stand.

A common sense argument is much more difficult to refute than a data driven argument.

Data can be based on inaccurate assumptions. Data gathering techniques can be flawed. The motivation of the data gatherers can be called into question.

Suppose one person makes an argument based on statistics and data produced by a research firm that was commissioned by a big company.

Another person makes an argument that isn’t necessarily backed up by hard data, but it seems like an open-and-shut case. It just makes sense.

Which argument are you more likely to believe?

Common sense is marketing’s best friend because it’s believable and it feels right.

As you develop or fine tune your marketing strategy and content, take a look at it from a common sense perspective.

What will make sense and feel right for your customers?

And if you have a store that’s struggling to gain foot traffic, you don’t need a multi-million dollar budget or fancy bridge.

Maybe you just need a better sign in front of your store.

The story about the bridge to the Argentinian real estate development was taken from a brilliant book I read several years ago, “Leap: A Revolution in Creative Business Strategy” by Bob Schmetterer.

The Key to Creating Urgency without Being Aggressive

Wed, 01 Oct 2014 01:20:00 GMT

One of the most common mistakes made by marketers and business owners is attempting to create urgency by being pushy. Aside from being annoying, this approach is ineffective.

Here are some of the more popular yet lame and borderline infantile phrases used in countless marketing and advertising campaigns to create a sense of urgency:

Don’t wait!
Don’t miss it!
Don’t walk. Run!
Time is running out!
Act now!
Why wait?!
When it’s gone, it’s gone!
Push, pull, drag it in! (so you can get $5,000 for any trade)
Hurry in!
____ is right around the corner!
Sale ends soon!
What are you waiting for?!

Have you ever broken into a sprint just because some clown told you to in their marketing?

Me either.

Back in my radio days, advertisers and sales reps would tell me to include a strong call-to-action in their commercials. You know, because the more forceful you are in telling people what to do, the more likely they’ll be to do it.

This approach misses the mark for two reasons.

First, according to a study from the Journal of Consumer Research , an overly aggressive pitch is often a turn off for potential customers.

Most of us prefer to use brands that we identify with. But marketing that goes overboard in trying to explicitly link a brand with a certain type of behavior or identity can easily backfire.

An example cited in the study was the slogan, “If you call yourself a sports fan, you gotta have DirecTV!”

The study found that people typically want to make their own choice without being pushed too hard. In other words, are you saying I’m not a sports fan because I don’t have DirectTV?

While some customers may still purchase a product or service because they believe in its quality and value, many people are at least subconsciously put off by pushy messages and their implications.

And this type of marketing does nothing to create urgency.

Second, a call-to-action has very little to do with creating urgency.

Yes, you read that correctly. Let me explain.

I will never go to your website, visit your store, call you, sign up for your blog or download your e-book because you told me to do it right now.

On the other hand, if you give me a compelling enough reason to do any of those things, I won’t need much of a push at all.

If your marketing shows how you can solve a problem, fill a need or make someone’s life better, they’ll track down your website, look for the registration form, or find directions to your store.

Thanks to this little thing called the Internet, you don’t have to pound people over the head with contact information. It’s easy to find.

The key to creating urgency is providing your audience with a compelling reason to act.

Of course, every marketing piece or advertisement should have a call-to-action. But it’s not the job of the call-to-action to get people to act immediately, so being aggressive is pointless.

The job of the call-to-action is to simply provide one final reminder about why somebody should act and then point them in the right direction.

The call-to-action only works if the rest of your marketing content did its job by conveying the value of what you do, building trust and credibility, and differentiating your product or company from competitors.

When you think about it, how many products and services really require immediate action if you want to benefit from using them?

Sure, the sooner you use them, the sooner you benefit. But in most cases, the product and its benefits aren’t going anywhere. And if you don’t have an immediate need, you probably have no reason to act immediately.

But by giving compelling reasons to act rather than being pushy, you increase the likelihood that someone will do business with you, either now or when they have the need for what you’re selling.

Even if you’re promoting a time-sensitive event or sale, using those awful clichés mentioned previously aren’t helpful. Aside from being lame, they’re vague.

If you have a limited-time offer, create urgency by giving people a very specific deadline.

For example, instead of saying “sale ends soon,” say “sale ends Monday at 5 pm.”

This isn’t being pushy. This just informs someone that if they wait until Monday at 5:01 pm to act, they’ll be out of luck.

It would be great if someone handed you money the first time they were exposed to your content.

But you need to accept the fact that, in most cases, people will buy according to their own timetable, not yours.

Which is worse – waiting a month, six months or a year to get the sale, or completely blowing the sale because you were aggressive?

You won’t create urgency by shouting, using all caps, ending sentences with five exclamation points or closing your content with a hardcore pitch.

Turning up the sales volume is just plain irritating. Create urgency throughout your content by giving people a good reason to act.

Be convincing, not annoying.

The Danger of Shiny Object Obsession: A Lesson from the Cosby Show

Wed, 24 Sep 2014 00:29:00 GMT

30 years ago this week, the first episode of The Cosby Show aired on NBC. When Theo came home with four Ds on his report card, he said it was no problem – you don’t need good grades to get a job and live like regular people.

Cliff, America’s favorite TV dad, gave Theo a now legendary lesson in real world economics with Monopoly money.

Yes, that was 30 years ago. Yes, we’re that old.

Fast forward to season two, episode two, when Rudy and her friend, Peter, decide to make jelly with Cliff’s new juicer. When juice sprays all over the kitchen, the two kids flee the scene.

Rudy eventually admits her guilt to her mom, Claire, who says to Rudy:

Appliances can be real hard to resist sometimes. They’re shiny. They make terrific noises. They’ve got those buttons that light up. That’s why your father likes them.

But do you know that machines can be dangerous and you could get hurt?

Of course, Rudy wasn’t the only guilty party in this episode. Cliff had an obsession with new appliances. He bought this stainless steel wonder based on the promise that it was maintenance-free and would provide nutritious drinks for just pennies a day.

This is why Claire rightfully charged Cliff with contributing the delinquency of a six-year-old.

Part of our job as business owners is to not give into temptation like Dr. Heathcliff Huxtable.

Shiny objects can come in many forms, from social media platforms and advertising services to automation tools and WordPress plugins.

Shiny objects don’t have to be marketing-related. They could be the latest gadgets, like tablets, smartphones and smartwatches. They could be cloud-based business services, security software or productivity suites (ie: Microsoft Office).

Unlike the early years of The Cosby Show, new shiny objects are now being introduced almost every day. The key is to determine which ones you must have, which ones are nice to have, and which ones should be ignored.

There are few, if any, shiny objects that you absolutely must have.

When I say “absolutely must have,” I’m talking about something that is essential for your business to function and grow.

For example, I consider a website an essential business tool, although 45 percent of businesses might disagree with me.

Websites are hardly new, but new themes and functionality are being unveiled all of the time. These tools might fall into the “nice to have” category.

Shiny objects deserve a look if they’re capable of delivering real business value.

Maybe you’ve discovered “nice to haves” that can help you create a competitive advantage or a new revenue stream, make life easier for your customers, improve productivity or reduce costs.

If that’s the case, they should be prioritized based on how much value they can deliver and how they can help you achieve specific business goals.

If you’ve done your research and determined that such a shiny object is worth the time and money required to purchase and use it effectively, move it to the “must have” category. If you can’t prove its value, monitor it for a while and keep an eye out for new data.

Or move on.

The consequences of shiny object obsession can be disastrous.

Rudy was sentenced to clean the low parts of the kitchen, and Cliff was banned from even touching new appliances.

They got off relatively easy. Will your business be so lucky?

The biggest problem with becoming obsessed with shiny objects is that they become distractions. They take your eye off the ball.

Shiny objects drain time and resources, both of which come with a heavy price tag. Both would be better allocated to the proven core business processes for running, marketing and growing your business.

You will not be able to use every shiny object. And you shouldn’t try to use every shiny object.

Don’t make the mistake of equating shiny objects with innovation. True innovation delivers value. Shiny objects, in most case, prevent you from delivering value.

If you’re intrigued by the snazzy email from some huckster who promises to increase your sales by 20 percent, ask for proof. Not promises or assumptions, but hard data. If there is no data that can prove the business value of a shiny object, don’t waste your time.

Instead of chasing something that’s unproven, focus on what has been proven to work. And try to do it better.

New Data on Google Search Rank Factors and How It Should Affect Your Content Strategy

Wed, 17 Sep 2014 00:42:00 GMT

Searchmetrics just released its 2014 Ranking Factors Study , which shows what factors affect organic search results on Google. MarketingProfs provided excellent analysis of this research.

There’s been a lot of talk in recent years, even from the Google C-suite, about how fresh, relevant content is essential if you expect to rank highly in search.

Because this study specifically analyzes what factors impact search rank, I’d like to highlight some of the data that directly relates to content and offer my takeaways based on these findings.

The presence of relevant words is the biggest factor when it comes to ranking on Google.

Just to clarify, this doesn’t mean your content must include keywords that mirror search terms. It just means your content should include words and information that are relevant to the search term.

Takeaway: Don’t kill yourself to work keywords into your content, especially if it doesn’t sound natural. Content should be optimized for a topic, not a keyword.

Write for your audience first and focus on making your content relevant to their problems, needs and desires. If it doesn’t sound right with keywords, use different words.

“High quality, relevant content” typically ranks better on Google, especially if you meet Google’s criteria for “high quality, relevant content.”

Google likes rich media, easily digestible language, in-depth analysis and high word counts. In fact, a higher number of sentences is now a sign of quality content in the eyes of Google.

I guess beauty and high quality are both in the eye of the beholder.

I’m glad easy-to-understand language is a plus. I don’t mind rich media, although I personally prefer to at least have the option to skim text for relevant information as opposed to watching videos or deciphering a clunky infographic.

But I’ll never understand how an arbitrary word count or sentence count is a measure of quality or relevance.

About a year ago, I wrote that Google’s in-depth articles feature is a joke because it gives preferential treatment in search rankings to content that has a minimum of 2,000 words.

As I said back then, there is no way for any mathematical formula to judge and quantify content quality. I admire Google’s desire to reward quality content, but the math is, dare I say, fuzzy.

Takeaway: Write for your audience and let them define high quality, relevant content. Not Google.

By the way, Google is not the sole source of discovery for your content. In many cases, it’s not the primary source of discovery.

People find your content through social media, email distributions and even advertising. Google’s criteria may not be ideal for other channels, much less your audience.

Websites for major brands tend to rank highest even though they don’t meet requirements that Google seems to demand from smaller websites.

You can jump through hoops to satisfy Google all you want, but you’ll never be on a level playing field with brands who wield influence with million-dollar marketing budgets. The only way to guarantee a spot at the top of search rankings is to pay for it.

Takeaway: It makes much more sense to jump through hoops to satisfy your customers and make sure your content matters to them , not an algorithm.

Social shares, comments and likes boost search rankings. The strongest social signals come from Google+.

Google+ activity has about 18 percent more of an impact on search rank than Facebook activity and almost 30 percent more than Twitter.

Yes, Google is trying to generate more activity with Google+ by rewarding users with better search rankings.

If you don’t like it, the door is to your left. It leads to Bing, Yahoo and Ask. Unfortunately, the vast majority of your customers don’t use that door.

Takeaway: Google can and will do whatever it wants with its search engine and its social networking platform – and the users of those tools.

But you shouldn’t let Google dictate where and how you share your content. Focus your efforts on the platforms used by your audience.

The Bottom Line

Google is a means to an end – the end being a purchase made by a real person, not an algorithm. Please resist the urge to overhaul your content strategy in response to the constantly evolving Google monster and its constantly changing best practices.

I’ve said it repeatedly in this blog, and I’ll keep saying it. Write for real people, not search engines.

Every time you think you’ve Google-proofed your content, they change the rules.

Remember setting up your blog for Google Authorship so your headshot would appear on Google? That’s gone.

Remember when you could get a boost in ranking by including keywords in your URL? According to Searchmetrics, this can actually hurt your search ranking now.

The only Google-proof approach to content is to focus on helping, educating and solving problems for your target audience. This approach will never get you in trouble.

It may not earn you the coveted number one ranking in search, but it will go a long way towards building trust, credibility and loyalty with real people.

What do you think? What are you doing to optimize your content for Google and for real people?

Don’t Litter Your Marketing with These Kinds of Stock Images

Wed, 10 Sep 2014 01:08:00 GMT

We’ve all heard statistics about how images tend to lead to more views and more engagement, whether we’re talking about blog posts, websites or virtually any social media channel.

Images are easier for the human brain to process than words. In fact, MIT scientists found that the brain can process an entire image in 13 milliseconds.

I share this statistic as a content writer whose job is to produce the right words, not images.

However, images are just like any other component of your marketing strategy. If you’re not putting enough thought into them, they’re not helping.

And they could be hurting.

Now that the content floodgates have opened, certain types of stock images have the same effect as those awful marketing clichés that have made me cringe for years – highest quality, lowest prices, knowledgeable staff, best customer service.

These kinds of stock images are like marketing clichés because they’re woefully stale, and they don’t really say anything. They’re glossed over because people have seen them or something similar hundreds of times.

Most importantly, they do nothing to enhance or reinforce your core marketing message or make someone more likely to read what you have to say.

Here are a few types of generic stock images that are like marketing clichés and should never appear in your marketing.

Shiny Happy People

No disrespect intended to REM, but the generic stock images that feature these shiny happy people with perfect hair, perfect teeth and perfect clothes don’t represent any work environment I’ve ever visited.

This photo is the perfect staff. Men and women. Ethnically diverse. All thin and with bright smiles in a conference room overlooking a spectacular city skyline.

But is this what your staff looks like? Is this what your customers look like?

If it’s not authentic, people will notice. And they might wonder what else about your company isn’t authentic.

Just once, I’d like to see a real photo of a team that just spent a week going wall-to-wall, working their asses off to get a project done. I guarantee it looks nothing like this generic stock image.

And how about a group high five at the end of a hard day’s work, ala the photo at the top?

Phony Baloney People

In many stock images, the cheesy look is intentional. In many more stock images, the “actors” are trying to convey an emotion and failing miserably.

This image is attempting to illustrate the woman’s fear of the dentist. Has anyone in the history of root canals ever reacted this way when visiting the dentist?

Again, if people don’t think your images are believable, how do you think they’ll perceive your content? And your company?

Shadow People

Stock images of shadow people come in many shapes and sizes and are supposed to represent certain groups of people.

This image shows a group of shoppers. That’s why they’re carrying shopping bags and pushing shopping carts. I get it.

Instead of showing a large group of faceless shadow people, how about taking a photo of actual human shoppers, or at least finding a stock photo that shows real people shopping for a relevant product?

By the way, generic stock images of bubble people shouldn’t appear in your marketing content for the same reason. Am I the only one who thinks this creepy little bubble guy just stepped off a UFO?

People Holding Signs

This is what happens when people can’t find a stock photo that clearly conveys a certain thought or message – or they don’t feel like looking very hard to find one.

Instead, they use a photo of a person holding a sign that spells out their thought because this photo was on the first page of search results on the stock image website.

I guess it’s now trendy on Twitter to take a photo of someone holding up a sign to share a deep thought, but that doesn’t mean you should take the same approach with your marketing.

Word Clouds

This one is in the shape of a monkey. Because it’s supposed to convey monkey business. How clever.

The purpose of using an image in your marketing is to draw attention to your content in a way that’s visually appealing and easy to absorb.

There is nothing visually appealing or easy to absorb about a bunch of words going in different directions like a puzzle. Assembling those words in the shape of a cute animal doesn’t help.

The only thing worse than sticking a word cloud in the sidebar of your website is using a stock image of a word cloud as a featured image in your marketing.

The Key on the Keyboard that Doesn’t Exist

I don’t know what else to say about this one because I just don’t get it. What’s the point of putting a random word on a keyboard?

That’s even worse than having a person hold up a sign with that word on it.

Yet I see it all the time.

Street Signs

You’re at a crossroads. Choose your path. Success or failure. Sunshine or lightning.

A real cliffhanger. My heart is pounding.

I get the metaphor, but it’s the same metaphor on every single stock image that uses a street sign, whether it has arrows or an off-ramp.

And I’ve seen some variation of a street sign over and over and over. Enough.

Choosing an Image. Or Not.

I could have made a longer list, but you get the point. And I didn’t want to use up all of my Big Stock points.

Yes, I use stock images on my website and most of my posts on the McBlog .

You don’t have to hire a photographer every time, although I highly recommend it if you have the means. You also don’t have to take photos yourself and use an original every time, especially if you’re not a talented photographer.

You can use stock images. Just dig a little deeper and put some thought into choosing them.

I’m all for clarity and being direct, but the image doesn’t always have to be a literal representation of your content’s message. Use metaphors and analogies just like you would use them in your written content.

Ultimately, the image you use should reinforce or enhance your core marketing message. Otherwise, it can be a distraction, cheapen your content and create negative perceptions in the eyes of your audience.

If you can’t find an image that supports your message, don’t use one. There’s no rule that says you absolutely have to use an image, whether it’s a blog post or the home page of your website.

Choose images wisely. But for goodness sake, don’t use one that looks anything like the images above.

How to Make Sure You Never Run Out of Blog Topics

Tue, 02 Sep 2014 19:04:00 GMT

Running out of things to talk about is a common fear of people who are thinking about launching a company blog.

In fact, everyone who has written or managed a blog has probably struggled to come up with a good idea for an article from time to time. Myself included.

But that doesn’t mean you should abandon ship or avoid setting sail in the first place. Blogging is far too valuable as a business tool, from boosting your search ranking to building client relationships to establishing trust and credibility.

In addition to writing down every topic you can possibly think of during a brainstorming session – which you should do on a regular basis – there are a few simple ways to make sure you never run out of blog topics.

Listen to your customers.

Blogs are supposed to help and solve problems for our customers, not sell stuff.

Whenever someone asks me what they should talk about in their blog, I always say they can never go wrong by answering common customer questions.

What questions do your customers ask before, during, and after the sale? Each question can be addressed in a separate blog article and backed up with sound reasoning, hard data, and the experiences of other customers.

Think of your blog as an expanded FAQ that customers and prospects can use to educate themselves and put their minds at ease.

Customers are the most valuable but underutilized source of marketing insights. Find out about their wants, needs, desires, concerns, frustrations, and challenges and develop marketing content that addresses them.

Deal with customer objections head on.

We all have prepared and often over-rehearsed responses when prospects voice certain objections to making a purchase.

But how often do you get the chance to fully state your case? Do you always make an airtight case, or do you sometimes leave room for doubt?

A blog gives you a platform to overcome each obstacle, one per article, by stating your case thoroughly – and without interruption.

Share news and explain research.

Throughout the day, I’m constantly receiving articles and newsletters with information that’s relevant to my audience and me.

If new insight or data that will help my customers becomes available, I want to be the one to introduce it to them. I want them to view me as a valuable source of information.

A news story will often inspire a new blog article and provide you with a timely angle for introducing a topic. It can also help you put a fresh spin on something you’ve covered previously.

If new research is released, look for the statistics that are relevant to your audience. Sometimes a single statistic can inspire an entire blog article.

Just like a news story, statistics can provide you with a timely intro, whether the topic is brand new or something you’ve discussed in another post.

And yes, there is absolutely nothing wrong with writing about the same topic more than once as long as you approach it differently and bring something new to the table each time.

Get involved in industry-related discussions.

Follow social media chatter. Go to networking events, chamber meetings, and relevant business expos. Join a Meetup group.

Talk to people face-to-face, either in person or virtually. Comment on online discussions. More importantly, ask questions and listen to what people have to say.

There’s a good chance you’ll stumble upon an issue, trend, or pain point that you hadn’t considered even though it’s directly relevant to your target audience.

Why not shift that discussion to your blog?

Read what your colleagues and competitors have to say.

Hate to break it to you, but you probably don’t have the market cornered on good ideas and helpful information.

It’s one thing to read a great article, paraphrase it, and attach your name to it. This lazy approach is one reason why most blogs lack value.

However, there’s nothing wrong with taking something you’ve read someplace else and approaching it from a different angle or offering your own unique take on the subject.

Mine your list posts.

Some of you may claim to hate “listicles” (10 Reasons Why Yada Yada), but we’ve all done them. Because they work.

These articles are popular because they typically provide quick blurbs of helpful information that are easy to absorb.

They also tend to lack depth.

For example, in one of my articles, 7 Ways You’re Damaging Your Company’s Credibility , I see at least five items at first glance that can be expanded into standalone posts.

Take the quick hits from your list posts and use them as inspiration for more in-depth explanations that provide added value to your audience – and more keyword density for the Google monster.

Mine your comments.

Using that same article as an example, one of my readers suggested that I missed one way that many companies are damaging their credibility.

She’s absolutely right.

Her comment, and the reasoning behind it, could very well be the inspiration for a future blog article.

What made readers want to give you a high five? What made readers want to punch you in the face?

Use that feedback to write blog articles that directly address issues that are important to your clients, prospects, and contacts.

What do you do to avoid running out of blog topics?

Planning an Image-Heavy Website? Content Is Even More Important.

Wed, 27 Aug 2014 00:53:00 GMT

Most of the new website themes and design templates seem to be going heavy on photos, graphics and other imagery.

That’s not a bad thing, as long as those images reinforce what you do and the results you deliver, and the website doesn’t take forever to load.

The problem I’m noticing more and more is that the companies using these image-heavy websites are neglecting or completely ignoring written content.

When I visit one of these websites, I see the company name and logo. I see navigation. I see contact information. And, of course, I see pretty pictures.

But I don’t know what the hell the company does, or I’m not 100 percent sure.

That’s a problem.

Like I said, I’m all for an image-heavy website if it helps you achieve your goals without making the website slow. That probably means you’ll use less written content, and that’s fine, too.

If you can take 200 words and make the same point just as powerfully in 50 words, do it.

If you weren’t sure about a new gadget’s features, wouldn’t you prefer a 30-second explanation over a two-minute explanation if both versions were equally effective?

When I worked in radio, I was a big fan of 10-second commercials. If you can make your point in 10 seconds – and more often than not, you can – why should you pay for 60 seconds and get less frequency?

On an image-heavy website, content can and should be very concise. But that makes the quality of your content – every single word – that much more important.

The more concise you are, the less room you have for ambiguity.

If your content lacks clarity, how will a website visitor fill in the blanks? By looking at photos?

Do you think they’ll take the time to send an email or pick up the phone to have basic questions answered about what you do and the results you deliver?

If you haven’t differentiated your company from the competition, don’t expect the website visitor to come up with reasons why they should do business with you. That’s your job, not theirs.

And you can’t use the fact that you have an image-heavy website without much room for content as an excuse. Because nobody cares about your company or your problems.

They visited your website for a solution to a problem and you didn’t provide it. That’s a big-time fail.

If you’re going image-heavy, those images should help to tell your story. Your written content should be combined with your image-driven story to create a single, cohesive message.

But you can’t waste a single word. There’s no room for error.

You can make your case with a few sentences of content or less on each page of your website. It’s not as easy, for example, to take a long explanation and boil it down to one simple sentence, but it can be done – by a good website content writer.

Some people will say, “My website is mostly photos, so I don’t need a copywriter.”

That’s almost as ridiculous as the people who think product knowledge – and the ability to type – make them qualified to write their own website content.

The less content you have, the more important a good website content writer is.

Just to clarify, a good content writer isn’t someone who tries to impress you with poetic brilliance. A good content writer focuses on solving problems for your audience and closing sales.

If you don’t know how to economize words without sacrificing impact, bring in someone who does. Otherwise, your conversion rates will suffer.

By all means, go image-heavy on your website. Just don’t make the fatal mistake of believing less content means content isn’t as important. Because the opposite is true.

Make every word count.

How Doing Less and Turning Down Work Can Help You Grow Your Business

Wed, 20 Aug 2014 01:28:00 GMT

When I first began formulating a plan to take my company from side business to full-time business, I considered expanding my services as a way to attract more customers.

Instead of focusing solely on content writing, I kicked around the idea of learning about website development and design. I thought about offering social media management and public relations.

But I didn’t. And here’s why.

First of all, I didn’t know how good I would be at any of those things, or if I would even like doing them.

Second, and maybe most importantly, expanding my services would also increase my competition. Many of my clients are marketing firms, ad agencies, web developers, social media consultants and PR companies that hire me to write content for their clients.

It would have been royally stupid of me to compete with these companies for business. Instead, we’ve become partners.

Some people have said to me, “Why do you limit yourself like that?”

It’s not a matter of limiting yourself. It’s a matter of focusing on what you do best.

For example, I know how to use Photoshop and can find my way around WordPress, but that doesn’t make me a designer or a developer. Granted, some people take one class and then claim to be an expert, but I’m not one of those people.

To become truly qualified to offer those services mentioned earlier would require me to spend a lot of time educating myself. I have neither the resources nor the inclination to go through that.

On the other hand, I know I’m a pretty damn good writer.

I’m capable of blending the right words with sound marketing strategy and capturing the voice of my clients. I know how to take complicated subject matter and present it in a way the average person can understand.

I know I can do all of these things when writing blogs, website content, press releases and pretty much anything marketing-related.

So I focus on that.

That doesn’t mean someone else can’t offer a wide variety of services, like a full-service marketing, social media and PR company.

If you have or can acquire the expertise and can make it work from a business standpoint, that’s great. But you can also sustain a business by focusing on a very specific product or service.

It may seem illogical, but reducing the number of products and services you offer, not introducing new ones, will often help you grow more quickly.

Look at what recent history has taught us about the impact of expanded product offerings:

Procter and Gamble (P&G) announced it will look to sell off as many as 100 brands so the company could focus on the 70-80 core brands that account for 90 percent of sales and 95 percent of profits.

The announcement sent P&G shares up about four percent.

After expanding its menu by 70 percent since 2007, McDonald’s has begun to streamline its offerings . Instead of boosting sales, the new menu items contributed to long wait times and added costs for extra ingredients and equipment.

Dell became the world’s largest selling brand of personal computers as a result of a singular focus – direct sales of personal computers to the business market.

Then Dell got into line extensions.

A line extension is a strategy that involves launching and marketing a new product with an established brand name. For example, Google+ is a line extension of Google. Diet Pepsi is a line extension of Pepsi. All of the Star Wars sequels are line extensions of the original movie.

Dell’s line extensions included consumer products like mp3 players, televisions and smartphones.

Last year, Dell was sold for $13.65 a share. 15 years ago, the stock price was about $45.

Look at Coca-Cola, the unofficial king of line extensions . Remember New Coke, Vanilla Coke and the allegedly healthier Coke Zero and Diet Coke Plus?

Aside from Diet Coke, launched in 1982, have any Coca-Cola line extensions really moved the needle?

On the other end of the spectrum, you’ll find Apple. If you look at the navigation on Apple’s website , you see their core products – Mac, iPod, iPhone, iPad and iTunes.

Apple is now the world’s most valuable brand. With five products.

Apple wins with fewer products because each product is exceptional.

Look at it this way. When you introduce new products and services, you have to pay to develop them, make them great, and market them.

That ain’t cheap.

Multi-billion dollar companies can afford to launch a new product, have it bomb, lose their shirts and pretend it never happened.

Can you? I sure as hell can’t.

As a small business owner, it makes much more sense to develop strategic partnerships with companies that offer products and services that complement yours.

I recently spoke at a local chamber of commerce event. The chamber president asked if I could help him write a book.

I declined.

I told him I’ve never done it before and wouldn’t feel comfortable making him my guinea pig. I said I would introduce him to a fellow writer who specializes in that kind of work, and I explained my areas of expertise should the need arise.

It’s okay to turn down work if it’s not in your wheelhouse. You’ll be doing the customer a favor and earn their respect.

And you’ll probably earn their business when they have a need for what you do best.

The same principles apply to marketing.

For example, if you’re struggling to gain traction with social media marketing, getting involved with more social channels isn’t the answer.

Try dropping a social channel or two and focus more energy and resources on improving your presence on fewer channels.

You know the saying. If you try to be everything to everyone, you won’t be anything to anyone.

Offering new products and services and taking on any project that comes your way won’t automatically translate to growth and prosperity. Without proper planning, this approach is just as likely to put you out of business.

Focus. Simplicity. Being exceptional. These are the keys to developing and growing a successful business.

Why a Contact Page with Just Contact Information is a Blown Opportunity

Wed, 13 Aug 2014 00:47:00 GMT

Most business owners and marketers view the Contact page as the easy page of the company website.

Phone number, business address, email address. Boom. Done.

Not so fast.

Think about where a prospect stands in the sales process if they’ve made it to your Contact page. At the very least, they’re considering contacting you to get more information.

Or they could be ready to make a purchase.

Either way, the rest of your website has done its job. Now it’s time for the Contact page to step up to the plate.

A Contact page with just contact information fails in three important ways:

If someone visits your Contact page, you can’t just take it for granted that they’ve already made the decision to contact you. In fact, this could very well be your last chance to convince them to do business with you before they leave your site.

Every component of your Contact page should be integrated into one cohesive call-to-action.

Yes, a Contact page with a phone number and email address implies that you want people to call or email you. But it doesn’t explain why .

Just like other pages on your website, your Contact page should have a headline.

That headline should not be something generic and meaningless like “what are you waiting for,” “look no further” or the always popular “contact us!”

Use the headline to remind people why they visited your website in the first place.

They were probably looking for a solution to a problem, so tell them, one last time, how you can make their lives better.

The content that follows should be direct and brief – two or three sentences max. There’s no need to rehash everything you said on the rest of your website, but you should take advantage of this opportunity to touch a pain point, overcome an obstacle, or concisely highlight what makes your company different from the competition.

Once you’ve persuaded them to take the next step, explain what that step should be.

Don’t just tell them to call, email or fill out a form. Do you want them to schedule a consultation? Request a quote? Visit your store? Take advantage of a special offer?

Tell them what specific action you want them to take and how they can benefit from taking that action.

Finally, provide all of the information people need to contact you.

Different people prefer to communicate in different ways, so don’t try to push them into your preferred or most convenient mode of communication.

I once had a client who only provided a contact form because he didn’t want to be “inundated with phone calls.” He actually said this.

A phone number, email address and contact form are obvious requirements for any Contact page. But could you be doing more to help someone take the next step?

Depending on the complexity of your company or organization, it may be helpful to provide phone numbers and email addresses for key personnel so website visitors can get what they need more quickly.

If you have a physical store or office, make sure the exact wording of the address you provide will be recognized by GPS. You can also include an interactive map and a photo of your building and signage so they know what to look for.

By the way, just because it’s your contact page, this isn’t the place to solicit social media fans and blog signups. If someone gets to my Contact page, my only goal is to get them to call or email me right now to discuss a project, not follow me on Twitter.

Don’t assume that someone who goes to your contact page has already made the decision to contact you. By integrating the components of your Contact page into one cohesive call-to-action, you can convert more visitors into customers.

Marketing Observations from My Summer Vacation

Tue, 05 Aug 2014 17:18:00 GMT

I spent last week in a beachfront house in a town called Duck in North Carolina’s Outer Banks. Because it was impossible for me to completely remove my marketing nerd hat, I snapped photos of various marketing-related nuggets that caught my eye throughout the week.

I also forced my wife, Kelly, to do the same as I was driving. Thank you, love of my life.

Please pardon the quality of some of the images as they were taken while driving in the rain.

Here are some of the marketing highlights, lowlights and observations from my summer vacation.

Nag’s Head Hammocks had the best billboards. They made me want to take a nap in a hammock.

Instead of cluttering up the billboards with price points and other stuff that nobody in a fast moving car would be able to absorb, they had simple messages like “Relax,” “No Wake Zone,” and “What’s the Rush?”

I found this billboard particularly effective because I could spot “BBQ” from a quarter mile away.

The biggest mistake I see on billboards is the use of small text that drivers can’t read unless they stare at your billboard when they’re right in front of it. When it comes to marketing, especially billboards, simplicity wins.

By the way, McDonald’s wins the award for both the funniest and the worst billboard. It said, “100% BEEF” in big, bold letters.

I can’t imagine the folks at McDonald’s even believe that their burgers contain 100 percent beef, let alone their customers.

I saw this sign after I bought t-shirts featuring the same duck for my daughters from another store.

Claiming to be the official anything doesn’t make it official, especially if the store across the street is selling the same thing and could theoretically make the same claim.

This retailer went with the old “skin to win” approach on their sandwich board.

Did you notice the flip flops dangling from the bike’s handlebars? I guess they want you to buy those.

I can appreciate the clever play on words from these folks, but that mascot looks a little too much like the kind of nuts that I don’t want to eat. Yikes.

Creating a photo op by your attraction or retail establishment is a great way to lure customers. The paddle boat and mini-golf place at the Timbuck 2 shopping center uses this giant Adirondack chair.

If the skies were less threatening, we would have rewarded them with our money, but it was not to be. Instead, we settled for this photo of Kelly and my daughters, Cassidy and Caitlin.

Has anyone in the history of the world stopped by a Dairy Queen because they had a hankerin’ for some lemonade?

This is a phenomenal example of storytelling from a Vantage South Bank ad in a local newspaper. I highlighted only the text here so you could read it.

Most of the ads in this newspaper are geared towards tourists, but this is for locals or people who are considering moving to the area

They’re your Outer Bankers. Brilliant.

I stopped at a gas station and saw a carousel of sunglasses through the window with a handwritten sign that said, “2 for $14.99.”

Yes, please.

Nothing fancy, but it worked.

Here’s to you, random Exxon in the sticks of Virginia. Somehow you knew I refuse to pay more than $20 for a pair of shades. Well played.

Seriously though, have I ever looked better?

7 Ways You’re Damaging Your Company’s Credibility

Wed, 23 Jul 2014 12:58:00 GMT

There are things your business is doing – or not doing – that automatically make people think less of your company.

The internet, airwaves and print publications are oversaturated with content and advertisements. For every problem you have, at least 10 companies claim to have the best solution.

People don’t know who to believe. They don’t know who to trust. They’re apprehensive and skeptical of everyone.

When you do something, neglect something, or present your company in a way that tarnishes your credibility, even in the slightest way, you give someone a reason to look elsewhere.

Credibility is everything. It takes a lot of time to establish and a lifetime to maintain.

Unfortunately, it only takes a split second to damage your credibility and undo that hard work. And the damage may be permanent.

Here are a few ways you could be shooting yourself in the foot and doing a big favor for your competitors.

1) Your website looks like you got it out of a Cracker Jack box.

You’ve probably heard a statistic or two about how long it takes website visitors to form an opinion of your brand. According to research from the Missouri University of Science and Technology, it takes two-tenths of a second.

Not two seconds. Two-tenths of a second.

If your website is poorly designed, looks amateurish or doesn’t adapt well to smaller mobile devices (responsive design, people!), it’ll take visitors a fraction of a second to question your credibility.

By the way, I know WordPress and other platforms make it “easy” to set up your own website. But unless you know how to tinker behind the scenes and make a generic theme your own, launching your own website is not a DIY project.

It’s not something that can be done well for free or a few hundred dollars. I’m sorry, but it’s just not.

If you don’t invest in a visually appealing, easy-to-navigate website with compelling content, you risk damaging your credibility.

2) You haven’t updated your social media profiles since Facebook landing pages were cool.

Twitter unveiled a radically different profile format a few months ago. Facebook announced similar changes around the same time.

If your cover/header image is grainy, or text is blocked by the profile photo that’s been moved, you’re telling the world that you’re too lazy to maintain your social media pages.

At the very least, you should post a clear stock photo that’s somehow connected with your brand while you design a brand-specific image to fit the new format.

3) The last time your blog was updated, I had a lot less gray hair.

That may be a little extreme. But you get my point. A blog that hasn’t been updated in months or even years is worse than having no blog at all.

If someone decides to check out your blog, they expect you to deliver something of value. Maybe they need help with something, or they want to learn more about what you and your company are all about.

Regardless of their reason for visiting, you’ve let them down. And disappointing people won’t help you establish your credibility.

4) You’re using an email address from a webmail provider.

Gmail, Yahoo, Hotmail and AOL email accounts are fine for personal use. When you put one of them on your website or business card, it looks unprofessional.

It could give the impression that your company is a fly-by-night outfit. At the very least, it makes you look like a small-time operation.

Most web hosting services provide a limited number of free email addresses with your website. Take 10 minutes and set it up.

5) You’re statistics have more holes than a golf course.

Did you realize 62 percent of all statistics used in marketing are either misleading or fake?

If that doesn’t blow you mind, try this one on for size. I just made up that statistic. Don’t bother looking it up.

Annoying, right? Imagine how you would feel if you spent time researching a business based on statistics provided by that business, only to find out those statistics were inaccurate or twisted like a pretzel.

When I was working in radio, every station claimed to be the top-rated station. Of course, one station was only number one with female truck drivers ages 55-65 from Sheboygan.

But they conveniently left out those details and tried to get you to advertise based only on the “number one” claim.

Very shady. And a credibility killer when the truth came out.

6) Your testimonials may as well be signed by John and Jane Doe.

Anonymous testimonials make BS meters dance like crazy. Even if the testimonial tells a compelling story, it’s worthless if it’s not attributed to a real person or organization.

The more specifically you can identify the source of the testimonial, the better. The person’s name, what they do, where they live, what events led them to your company, etc.

Photos and videos are even better. They show that a person believes enough in your company to associate their face with it.

Testimonials with no attribution create skepticism, and skepticism puts a dent in your credibility.

7) Your content writing has more issues than Bieber and Miley combined.

I’m a content writer, so I had to go there.

I don’t feel like we should fear the grammar police , but is it too much to expect proper spelling, punctuation, capitalization and subject-verb agreement from a credible organization?

Hate to be overly blunt, but it makes you look stupid. And stupid is the opposite of credibility.

From a marketing standpoint, content filled with clichés like “highest quality,” “friendly, knowledgeable staff” and “years of experience” tells me that you have nothing of substance to say.

Those claims have no credibility if you can’t validate them.

This is far from an exhaustive list, but these are the most common ways I see businesses damaging their credibility. Feel free to add to the list!