Channel the Saran Wrap

The only problem with it is that it’s not environmentally friendly, so don’t channel that part of the Saran Wrap™, but grab hold of everything else and apply it to your writing, online, blogging and social media efforts.

Saran Wrap™ is:

1. Transparent. If you aren’t transparent, you’re hiding something, which makes you untrustworthy…people want to connect with people, not businesses, NOT smoke screens.Transparency is about being really genuine - don’t just be a car salesman, be a car salesman who loves sandwiches, tennis, his kids and the novel you’ve been writing for the last year.

2. Clear. Be clear about your mission, your goals, your industry, your philosophy, your blog topic, the scope of what you do. Clarity is about your own personal understanding and connection to your professional life and plan. If you aren’t clear, you’re confused, disorganized and ineffective - things that will negatively effect your productivity, overall business, relationships, etc.

3. Sticky. If folks just breeze on through your blog, website, store - you haven’t really gotten anywhere. You want to stick to them, you want them to stick to you, you want them to subscribe, bookmark, buy, sign-up, return, remember you. The point is to build a long relationship and have it expand over time.

4. Connected. Ever notice how it’s very difficult to get just a little bit of Saran Wrap™ off the roll? The wrap is so connected to itself, like brothers in arms, a VERY tight network. Use this in two ways: 1) build your own network via your blog and your social networks and, 2) encourage this network to tell their own networks about you as well.

5. Become ‘the’ word to the extent that people think your name represents the entire industry - think Kleenex™ here. Saran Wrap™ is a registered trademark brand name, the product is actually plastic wrap. Word of mouth and a good product has made them the industry leader, standard and mascot.

6. Tools. One box, all you need. Saran Wrap™ has the container, the wrap, the cardboard tube that keeps the wrap in check, the metal teeth to cut the wrap. Have all of the tools people need at the ready. Make it easy for them to contact you, purchase your product or service, use your product or service, tell their friends about their contact or service, etc.

Don’t pick the G.I. Joe action figure

Image courtesy of Destro

We have a toy philosophy for our kids that basically states: go open ended.

But, back to the toys. If you give kids a G.I. Joe action figure, you’ve basically defined for them the who, what, how and why of the toy. I mean where do they really have to go with it?

Juxtapose that with a wooden block. A wooden block can be anything. A dog, a car, a mountain…could even be G.I. Joe.

A static, brochure website is the equivalent of the G.I. Joe toy. Basically, it is what it is. You can change up your content or your images (if you have an easy to navigate content management system (CMS))…but to really expand it any way, you’d have to pay big bucks to a designer or coder. Just like you’d have to buy G.I. Joe’s new uber-tank to expand his outfit and capabilities.

But, the blog is the wooden block. It’s designed to be anything you want, anything you can imagine - and it’s made to grow by:

• the blogger him/herself
• the theme
• the blogging software
• the blog posts
• the plug-ins
• the widgets
• the links
• the readers
• the subscribers
• the sponsors
• the writer’s growing expertise
• the industry’s transformation
• the traffic
• the comments
• the search engine ranking
• the inquiries
• the relationships
• the technological advances
• the infinite possibilities…

Which one do you want??? Just askin’…

You get to choose what happens next

Do you remember those books? You started reading and then came to a point where you could:

1. Go up the ladder.
2. Climb down the hole.

Whichever choice you picked offered new choices, and so on and so forth. It was exciting because one physical book actually contained several stories. The number of possible stories was ultimately fixed, however - let’s say limited to 50 different variations that you could take.

But, that was the 80’s.

Today, I open up Firefox and I start reading my daily feeds. That first post contains about 5 links, and it all begins. I click on a link, read that article which contains other links. The machine is set in motion and there is no way of knowing where it will take me, what I’ll find. And, there is no fixed number of stories. I suppose some MIT scholar could give us some idea…but it’s a big number. Huge, incomprehensible to the likes of me.

It speaks to me of potential and opportunity as a writer, as a speaker, as a consultant, as a person. It reminds me that the possibilities are endless and that I can create whatever I want in my work and in my life. Exactly the sentiment I’m riding as I burst into this new year.

And…you?

Poor John Grogan: he had no blog

Warning: spoiler alert, though, come on, it’s obvious.

On Christmas afternoon, I went to see Marley & Me, the screen adaptation of John Grogan’s memoir about his insane yellow lab and his life as a journalist. I loved the book, loved the writing, loved his dog (because I love mine.)

But, as I watched, I got stuck on something non-doggish. Grogan, who started as a reporter, was soon pigeonholed as a columnist - because he was really good at it. And, it, in this case was humorously documenting his life, his dog, his family and his community on a ongoing, regular basis to a wide, growing and devoted audience.

At one point, he left his column to try to be a reporter, again. But, he couldn’t take himself out of his articles. He pitched a column again. At home, he had an album full of his columns, cut out from the paper and pasted in…

And all I could think about was that he was a born blogger.

Ninety-nine percent of my tears were because the dog died (that’s the spoiler, but not really, it’s obvious and was in the book). There were so many tears because I’ve lost a yellow lab and it was like losing an arm - and because I do my best crying during movies.

The remaining percent of the tears goes to the tragedy of  John Grogan not having a blog during the beginning of his journey as a writer. Let me repub this part:

Humorously documenting his life, his dog, his family and his community on a ongoing, regular basis to a wide, growing and devoted audience.

Thankfully, blogs were eventually created…thankfully, John Grogan has his own blog today. I came right home to find it, and I was correct: he’s really good at it.

When you are so 2009 & your web copy is so 1987

One of my clients, whom I’m teaching how to blog, asked the other day about my first blog post. Here’s a snippet:

As a writer without a blog, I’ve been like a butcher without a taste for meat, a dog trainer without a dog, a rockstar without a microphone….

And, as I read those words (and had a good chuckle), I realized that something was missing again. This time, the missing piece is up-to-date, umm, updates on my static pages.

When was the last time you read through your website?

Mine had been virtually ignored for a long, long time. All of my attention has been on my blog, but guess what? My site’s homepage is the #2 referrer to my blog. What’s on there is important - it is, of course, where people go to find out more, discover what’s in it for them and how they can use me to make their lives better…

Things to do when revising your static website copy:

1. Personalize. Could your website belong to anyone in your industry? My old homepage was very generic, talking about ‘results-magnetized copy’ and being ‘a full-service copywriting and marketing company’ - it didn’t stand out at all. I was noticeably absent. Where was my personal brand?

2. Accuracy. When I first wrote my site (yes, this was the first time I’ve revised since I originally wrote the site, cough, cough, oy vey), I concentrated on different services than I offer today. My company, skills and knowledge have grown dramatically and, while this was all documented on my blog, it wasn’t reflected on the rest of my site.

3. Blog Ties. In case you haven’t noticed, I love blogs. This is where I let it all out and where you really get to know me. So, here’s what I did: on my homepage, instead of linking to static info about my services, I linked my main services: Writing, Consulting, Speaking and Mentoring to blog posts where I discuss these bits about myself and my business…might change them at any point if I write something I like more…

4. Write what you want. What do you want your business to look like? Put it on your site. Ever seen the tagline, Write where you want to go???? That’s what I meant. Take action with your words, make it happen. Your website (and blog) are your very own real estate - the rules are your own, the sky is the limit. This is what I help my clients do because it’s what I’ve learned to do for myself.

Check out the new copy by clicking on the typewriter key navigation above…specifically, the ‘H’ for home and the ‘S’ for services. And, if you change your site, let me know - I’d love to see how you grab this bull by the horns…

The best things you could ever write about

While I’m interested in a pretty wide range of things in this world, there are plenty of things that I’m profoundly not into. GI Joe & Barbie, Velveeta, heavy metal, comic books, hunting, skydiving, fruit cake and video games top the list.

Can you imagine if I had to write about them? Sitting down in front of the blank screen, I can imagine searching wildly for my muse to no avail - she hightailed it to a beach in Tahiti at the first mention of Toys-R-Us.

Whether you’re a marketing copywriter, a freelance writer, a blogger and/or a business owner, you will always be looking for good content, the next job and the mojo to write and make it good.

Of course, I understand the argument that the need for a paycheck might necessitate that we write about things we aren’t inspired by. But, really?  I’m taking issue with that concept.

What if I follow my interests and because these things light me up so brilliantly, I write so well that I get accolades for that work and then more of that same kind of work? What if it becomes a self-fulfilling prophecy?

I’ve written before about the fact that your energy comes through to your readers via your writing. That readers pick up on your writing emotions, even if they can’t really identify why they feel a certain way. So, if you write about GI Joe and don’t like him (or what he stands for or how he directs kids’ play into war and fighting), the reader will get that - no matter how subliminally. And let’s just say it won’t be the best ad copy we’ve ever seen.

If you’re a great or solid writer, it’ll be fine. But, don’t you want more than that? Don’t you want to be inspired, fed by your work creatively, satisfied, feeling good, making a difference with your words?

I do.

Why you can’t quantify the ROI of Social Media & Blogging

When I’m working with a client to start a blog and/or use social media to grow their business, I’m always asked for the ROI (return on investment) because most people love the security of ‘if you give the Starbuck’s guy $5.00, he’ll give you a small coffee.’

But, using social media & blogging to grow your business doesn’t have a predictable ROI, or at least not one as quantifiable as the coffee example.

Here are some things that are guaranteed through the use of blogging & social media:

• Increased traffic to your website
• Increased rank
• Increased searchability

But guess what? These guarantees come with huge IF’s attached.

You’ll only get increased traffic, rank and searchability on your blog if you:

• Write on a regular basis
• Provide quality content and valuable information
• Link out
• Listen to what your readers or potential readers are looking for
• Read and comment meaningfully on other blogs

You’ll only get increased traffic, rank and searchability to your site with social media if you:

• Participate consistently
• Listen
• Give more than you take
• Are authentic
• Provide quality content and valuable information
• Join in for the conversation and to learn - not just for the sale

But, there’s another huge reason why the ROI is a big IF. You may not know this, but I’m a yoga teacher with over 500 hours in training - I used to teach guest yoga and workshops at Kripalu Center - and it was one of the creative and giving highlights of my life. And, one of the many lessons I learned through my own practice and from my teachers was that no two people will ever experience or do a yoga posture in the same way. In fact, you, yourself, will not do a yoga posture the same way twice - because we are all unique, moment to moment.

Think about that. I’m older hour by hour, I’ve learned new information, I’m tired, I’m excited about something - but I’m never the same, so I can’t experience or do anything in the same way. This applies to blogging & social media and the unquantifiable-ness of ROI because no one will behave the same way from day to day or network to network. The pose, if you will, consistently changes…and so do the results.

So, your performance on your blog and on your social networks depends on you:

• Are your eyes open to networking?
• Do you take opportunities?
• Are you creative when you network?
• Do you experiment? See what works, try new things, recalibrate, re-try?

And, finally, I (literally just) had this question answered by Chris Brogan (social media expert and fantastic blogger) on a livestream podcast. He said there is no ROI for blogging & social media. They are tools, part of a communications and marketing strategy. Your sales closing process determines your ROI.

Very good point. Blogging & Social Media make connections, they get you to the people - you have to close the deal. Though, how you behave in those places directly impacts who you attract and your reputation while setting the foundation for said deal closings.

Like another successful tool, blogging & social media work if you work ‘em. It’s all up to you - and I have all the confidence in the world that you can make it happen.

Competition, Humility, Reality

I met a new person yesterday. She asked me what I did for a living, and swear to god, she got really excited by my answer.

No, I didn’t lie and say that I’m a New York Times bestselling author. I said that I am a marketing writer for web & print and that I ghostwrite blogs. I can only imagine that the mystique of blogging, writing and ghostwriting got the best of her.

And you know what? It was really nice to hear that she thought what I did, and therefore I - myself, was exciting. Because this world of copywriters and social media experts is really odd, or rather, it presents an odd and dichotomous phenomenon.

Side 1. When I’m in the middle of it, say on Twitter, surrounded by a bevy of heavy hitters in the world of writing and social media, I can start to feel pretty small. And, not in a pity party kind of way. I’m proud of the business that I’ve built and how hard I work, but, on Twitter especially, it’s like a live newsfeed of people getting huge jobs and speaking at national conferences and launching new ventures with Fortune 500 companies and…so many other outstanding feats.

It can be humbling. There are random thoughts of who do I think I am?, I can’t compete, and even worse, trying to be something that I’m not in order to somehow compete with the big kids.

Side 2. When I’m not on my computer, this life and work look dramatically different. As evidenced by the story I launched this post with, I’m regularly seen as someone who does something really cool and who possesses knowledge about a world that few know about. To some degree, I’m extraordinary; occassionally, I’m envied.

The reality is that it’s all true. I am a small fish in a big sea…and what I do is fairly cutting edge and cool. It’s really just a matter of perspective.

But, what’s really important is what happens in my office and on this computer every day. No matter what anyone else is doing or thinking. I write, I learn, I consult, I produce, I collaborate, I network, I publish, I follow opportunities, I multitask, I procrastinate, I fail, I suceed, I do good work for myself, for my clients and for my community - both on and offline.

And? I like it.

I’d love to have you join this conversation with a comment. I talk back 99% of the time with a follow-up comment or an email…

how do you blog? blogging checks and balances

I was working with a client who I do marketing, blog and writing consulting for, and we were working on her blog writing strategy when she asked me, ‘But what are the rules for blogging?’

She’s a life coach with an incredible family story who is working on a blog about/surrounding her upcoming book about coaching.

It’s important to note that we had already had an involved conversation about how she could find a voice that was conversational, not preachey, yet still full of power and information. (I couldn’t understand why that was confusing and difficult.) But seriously, my advice to her on this point was to find the person to write to that makes her feel really good, that loves/likes her unconditionally, whose relationship holds no negative emotional charge (meaning do NOT pick your spouse or your mother), who supports her, who’s a huge fan, who also calls her on her shit, who brings out her most incredible self. She has to pick that ‘you’ that she’ll be writing to. For the sake of this post and to avoid confusion, let’s call her ‘Jane’.

So, when she asked me about the rules, I told her, ‘You need checks and balances.’

As I see it, she has 4 perspectives tugging at her pen. She can’t, and shouldn’t, keep them equally balanced at all times, but her goal is to make sure that no matter what she writes, each of these corners is okay, taken care of, considered.

Here’s the plan:

• Make 4 cards, one for each perspective. In this case: 1. Jane. 2. Book Mission. 3. Personal Life and Family. 4. Coaching Work.
• Under each heading, write the definition of each perspective, the gist of what each perspective stands for, perhaps their boundaries. (Examples below)
• Tape them up in front of your computer.
• As you write, remember each perspective and make sure they’re okay with what you’re writing, that you meet each of their standards and requirements.

Here’s an idea of what those cards look like, all flushed out -

1. Jane: Confidence, energy, humor, total support, real connection, authenticity, acceptance.
2. Book Mission: to help people with life in general, decisions, challenges, time management, relationships, balance, etc.
3. Life: children, husband, safety, personal boundaries (ie. Little Rosie doesn’t want her middle school drama plastered all over her mom’s blog, but the realtime negotiations of curfews or friend choices is fair game.)
4. Coaching: Coaching Philosophies, mantras, lamposts, rules, ethics.

If you really need reigning in, you can add photos to each card to hold you accountable.

What do you think? Any other ideas on staying on track, on topic, on mission, on post, on blog…???

now that’s smart marketing: BOB strollers

As you know, when I find something good, I sing like a canary. I simply can’t hold back. This is a twofer, a 2 in 1; hits my professional and my personal side. Drumroll…it’s a stroller.

I love when people do it RIGHT.

Inspired Marketing

The BOB company has a brilliant tagline: Built by BOB. Powered by Mom. But taglines are easy (when you have a good copywriter), it’s what you do with them that counts. BOB is doing many good things including a full embrace of social media:

1. They have a blog that they update on a regular basis with news, company info, product info, contests, customer feedback…
2. The current contest promises a stroller for the best giggling baby video - culling customer communication and web traffic.
3. You can ‘Join the Conversation’ - giving you access to your BOB community.
4. BOB made a fantastically hysterical and viral video about their strollers that they have on their website and on YouTube.
5. The quality and user-interface (UI) of their website is top-level.
6. The writing throughout the site is simply superb - it has personality, good information and makes you want to get up and yell, ‘Yes! I want to be a part of this!’ without sounding cheesey.
7. Besides the YouTube vid, they have several high quality, information-laden videos (so it’s not all talk, they actually show you why their strollers are so good).
8. BOB is building more than strollers - this is a life-style and they’re proving it with sections on health and partnerships with Stroller Strides and Ironman.
9. They (practically) gave me a stroller to review in exchange for my thoughts on this blog, Twitter, Facebook and my other social media networks - understanding the strength of the mommy blogger is smart, smart business.

…and they have the goods to stand on

If you haven’t heard, I have 2 toddlers. I love them more than life, but I’m sick of carrying them around. Most recently, we survived by pushing them in a double stroller by Baby Jogger. To be honest, we never liked it. Hard to manage, hugely awkward to fold and put in our car, made our backs hurt, the seats were huge for the kids (leaving them to flop around especially on the trails)…I could go on and on.

Then, two weeks ago, the metal frame of the stroller snapped. In half. Just like that, no big event or cause, just snapped. We tried to get our money back, but alas we didn’t have proof of purchase (hmmm, well, we bought it 2 kids and 1 house ago - you do the math!). We were left with no alternative, so we went searching for our next stroller. Our dream stroller.

We found it fast at BOB’s. Of course, because I’m me, I was taken by the marketing show I just listed above…but it’s not just good looking fluff, there is real information that made us say, ‘I want that one!’

Now, we’ve had our duallie Sport Utility Stroller for a week…and it’s amazing.

1. I think it’s jet propelled. It used to be that the person walking the dogs went ahead of the person pushing the stroller because the old stroller was so big and awkward you had to go slow. Now the person with the stroller has to go first because it is so darn fast and efficient. I’m not kidding - I got left behind yesterday because I was going too slow.

2. My back doesn’t hurt. Somehow, they designed this stroller so that when you hold and push it, you’re in the correct ergonomic position.

3. When you fold it up, lift it and unfold it, it does NOT hit you in the shins. Yes, the Baby Jogger did. Every time.

4. Our kids fit in their seats. They aren’t sliding around like they did in the old stroller.

5. Safety. BOB put a feature in that actually holds the seat of the stroller down. So if you go over a bump, the kid and the seat don’t pitch forward.

6. No words. I don’t know how to explain this in a word or two: the stroller is just so ‘tight’. With our old stroller, we felt like we were driving a big old 1960’s station wagon that could come unglued at any moment. The BOB stroller is so compact, everything moves and works together - which makes it feel light and totally easy to manage (like my Subaru Imprezza).

7. Shocks. This Sport Utility Stroller has shocks creating a smooth ride for the kids - we off-road over rocks, roots and other natural paraphernalia.

8. Thinner. I’m talking width - this double stroller fits through our front door. Now, that is amazing.

9. It’s beautiful, of course.

10. Everytime we use it, we discover something else that we love.

11. Our kids love it…and who wants to deal with screaming kids in a stroller? Here’s a picture of them playing in the stroller in the house (they aren’t strapped for safety, just for fun - fyi). Silas, the dog, had to be in the picture and wants you all to know that because this stroller is more compact than the other one, he can get around it with his log-sized sticks, and for that, he gives thanks…as do we.