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.
Filed under Blogging, How To, Marketing, Social Media, The Business | Tags: blog, blog marketing, blog writing, Blogging, copywriter, copywriting, Julie Roads, Marketing, marketing writer, online marketing, saran wrap, social media, Writing Roads | Comments (7)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’…
are social networking sites redundant or do you need to belong to more than one?
You should know by now that, with me, nothing is black and white. So, here’s my answer.
Occasionally, there is some redundancy when you have the same certain people in more than one of your networks, but that is more the exception than the rule - not to mention that those folks are usually die-hard online networkers, and they tend to really ‘get’ what you are doing with your broadcasts. And, if they’re following you in all of those places, they really like you and will just be happy to hear from you.
So, on this question, I lean heavily towards the ‘you need to belong to many social networking sites’ side. Simply because there are a gazillion people online and they choose to belong to different social networks because each network presents a specific personality, attitude and interaction capability - oh, and that’s where their friends play. As a result, when you decide to belong to a variety of networks, you are reaching a more diverse audience. You are reaching the Twitter people, the Facebook people, the LinkedIn people, the Tagged people, the Squidoo people, the de.licio.us people - and you are reaching them where they are.
To participate on multiple networks is to build, activate and inspire multiple audiences and to foster a bevy of solid relationships. My raison d’etre exactly.
Filed under Networking, The Business | Tags: copywriter, copywriting, Facebook, Julie Roads, LinkedIn, marketing writer, online marketing, online networking, online social networks, Squidoo, Twitter, Writing Roads | Comments (2)webkinz marketing ploy or true groundswell?
For one of my clients, I have a Google Alert set for ‘environment kids’ and over the last week, the query has returned several blog and zine articles talking about how wonderful the Webkinz animals and website are. The articles are quite similar which makes me wonder if these bloggers and writers are desperate for things to write about (and recycling content) or if Webkinz is spreading this promotional material around.
My cycnicism might be connected to the fact that I think the only thing that Webkinz is teaching children is the art of needless consumption. Don’t these articles show that people are still drinking the Kool-aid? Because if it is the groundswell, then the people are speaking and they truly like the product. Maybe I’m too harsh, and the Webkinz franchise is good because it keeps kids away from drugs and sex.
Let’s just say that this article proliferation is the product of a Webkinz marketing programme. I wonder if it’s effective…and I imagine how it could be more so. Warning: There may be some true marketing nuggets buried under my glib attitude.
1. Get more people to post this article. I’ve only gotten about 15 returns (mind you my Google Alert’s reach is limited). If they really wanted to energize this thing, they could activate thousands of mommy bloggers by offering a free stuffed animal in exchange for a post. It would be a great investment because the toys are as addictive as crack…according to the articles.
2. Add some video. That’s where it’s at. Why ask people to read, when they can watch. Show us some adorable children playing with their toys and computers. Prove that Webkinz are so wonderful.
3. Sprinkle in some links. The articles only have one link - and it’s to a Webkinz blog…not even to the Webkinz site! Hmmmm, very interesting. Maybe this blogger is behind it all!
4. Try to shut down the articles. Nothing makes press like trying to get something removed from the web. If the company made a stink about this blog being linked to (even if it’s theirs) or about all of these unauthorized articles, it would be very loud and then the articles and attention would spread like poison ivy and eventually turn into money.
Don’t think I haven’t noticed that their ploy has worked on me. Here I am, talking about Webkinz. Something I vowed not to do, ever.
Have a wonderful weekend…
Filed under How To, Marketing | Tags: blog marketing, copywriter, copywriting, Groundswell, Julie Roads, marketing writer, mommy bloggers, online marketing, viral marketing, Webkinz, Writing Roads | Comment (0)don’t blog alone
Now, why would you want to do that? The point of blogging is to start and be part of a conversation (and not with yourself). Successful blogs share information, provide guidance, make people think and create relationships. Blogging is networking - each blogger reaching out from their own piece of the internet.
Here’s how to not blog alone:
1. Ask questions on your blog, write as if you are having a conversation, reach out to your audience.
2. Read other blogs. What are other people blogging about - in your industry, in tangent industries, in your areas of interest?
3. Comment on other people’s blogs. Let them know you were there. Sure, they have stats that count visitors, but that is so cold and mathematical - there is nothing like hearing from real people. I have met some of the most wonderful people by starting conversations with other bloggers.
4. Spread the word. Participate in social networking and social bookmarking sites - tell us what’s good and what’s not, let your opinion be heard. Do it - if you see something good, share it…many blogs have bookmarking shortcuts right there at the end of their posts (see below for a stunning example of this technique).
5. Be nice. No one likes a negative, mean-spirited, rude, self-serving, spamming creature. If you don’t like something, that’s fine…walk away quietly and don’t come back - that’s your prerogative. You can have differing opinions, but don’t hurt people.
6. Keep writing. One of my favorite business coaches, Bonnie Marcus, talks about ‘connecting with passion and purpose’ - she’s talking about sales, but I like to apply it to blog writing/authoring. If you write with purpose about your passions, you will attract people with the same passion and purpose (or at least a good dose of respect for your passion and purpose).
7. Give good blog. Seriously, good content, real information and the pursuit of conversation and community - these things bring bloggers together.
What did I forget? You tell me, how do you not blog alone?
Filed under How To, Networking | Tags: blog, Blogging, commenting, copywriter, copywriting, Julie Roads, online marketing, post, Social Media, social networking, web pages, websites, Writing Roads | Comment (1)does google know everything that i do online?
Ummmm….Yes. Your internet participation is recorded in total for better or for worse: web pages, blogs, comments, emails (in some cases), reviews, social network pages, profiles…and on and on.
- When people talk about you, it is duly noted and forever findable.
- When you talk, it is duly noted and forever findable.
For Better.
1. This increases your site ranking, your visibility, your importance in the web world.
2. People can find you, in other words, your searchability also shoots up.
For Worse.
1. Everything is recorded - this means even emails in some cases - depending on the sort of server they exist on (for instance, some community servers are live, online and searchable).
2. People change, grow up, get smarter…but those old emails, web pages, blogs, comments are cached and keep hanging on.
What to do.
Well, you can erase cached pages, but I’ve heard it’s a pain. Better yet, look ahead. Be very mindful of your web presence. Think before you speak/write/post/share/comment. Without becoming a paranoid freak, try to remember that people will see what you do online…
Remember, web participation is vital to online marketing, so don’t stop…just interact responsibly.
Filed under How To | Tags: blog, Blogging, cached pages, commenting, copywriter, copywriting, Google, Julie Roads, online marketing, personal profiles, post, Social Media, social networking, web pages, websites, Writing Roads | Comment (0)
