Tuesday, August 24, 2010

Marketing Mishaps: Over-learning and Under-applying

Marketing Mishaps: Over-learning and Under-applying 

The best practitioners, in my opinion, are lifelong learners. They constantly add new tools to their toolbelts, so that they keep up with changes in technology, marketing strategy, and their clients' needs. There's an important distinction, however, between continuing ed that supports you in your business, industry, or work and serial education that keeps you from putting what you are learning into action.

Loral Langemeier put it best when she asked, "When will you ever use all those shelf-help books and programs you've bought?"

And these programs abound, do they not? Best e-mail marketing campaign strategies. Fool-proof list-building techniques. Best Facebook practices. Public speaking 101. Perhaps you've taken a class or purchased a product along these lines. Here's the question, though. How well are you implementing what you've learned? How many times have you reread your notes? How often have you listened to those CDs or MP3s? Where are these steps on your action plan?

Help - I'm overwhelmed. I have no idea where to begin!

First, slow down and take a deep breath! Then, take another deep breath. 

Next, take some time to do a needs assessment for your business. What kind of marketing are you using now? How is it working? Which parts are working? Where do you need to put more emphasis?

Now, evaluate your skills. How much do you know about the areas of marketing in your business that need some further emphasis? You've taken classes and bought programs - but how much do you really know? Can you fill the gaps through the materials at hand? Do you need to learn more or enlist help from a professional to create that blog, use e-mail effectively, or implement a social media program? And by learning more, I mean learn a specific technique, as opposed to taking in any further theory about why you should be using this method of marketing.

Next, you need to discern how you will know you've succeeded. This is a step many people skip - but it's crucial to the success of your campaign. First - how much is the campaign going to cost to implement, both in terms of dollars and that other very valuable currency: time? What kind of return on this investment do you need for it to pay for itself? This will be different for every business owner - but you must know the answer before proceeding. If you send 100 SendOut Cards, how many phone calls need to come in for the effort to be considered successful? How many clients must come on board out of those phone calls?

Once you've got down the method, the process, and the anticipated outcomes, all that's left is to implement. This, however, requires some strategy and planning. What are the steps involved in implementing? How long will each step take to complete? What's the timeline for completing the steps? Who will implement these steps - you, an assistant, a staff member, a friend, a hired professional? When is your launch date?

You've heard the axiom, "Knowledge is power." This is, if not a fallacy, at best an incomplete statement. More accurately, "Applied knowledge is power." What steps can you take today to begin applying all the knowledge you've been accruing?

If you'd like some help crafting a plan to implement your marketing strategy, I'm offering a complimentary 20-minute strategy session to the first two individuals who contact me via e-mail. Make sure to put "STRATEGY" in the subject line.


This is Day 35 in the 60-Day Content Challenge. I've been posting every day since I accepted the challenge on July 21st. See you tomorrow for the next post! Laura
_______________________________________

Sign up today for Laura's next workshop, Want to Charge More? Start Writing! Or e-mail your writing, marketing, or design questions to Laura.


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Monday, August 23, 2010

How Are Your Observation Skills? Six Tips for Improving Them

How Are Your Observation Skills? Six Tips for Improving Them

I just went out to take the recycling bin to the curb for the way-too-early truck that will come rumbling down our street in the morning, and as I headed back to the house, I noticed a small lizard on the window. Haven't seen too many of them this season, but I do love the little guys (and gals). He was noticeable to me because of the backlighting of the dining room window, but it occurred to me that most people would probably have missed him clinging to the screen and then scurrying away as I approached the door.

We've all got special skills - one of mine has always been observation. I'm not really sure why, but it always seemed to bug my sister, niece, and other family members that I was so observant. If someone got a haircut, shaved their mustache, or started wearing glasses, I always noticed. I noticed if the gas tank was full or empty, and where the mail carrier was in the neighborhood as I went by. This skill serves me now, as I spend a lot more time on my bike these days!

It also helps in my work as an editor, because I notice words, phrases, and constructions that others tend to miss. Was listening to an NPR news report yesterday, and the reporter said, "The White House reckons..." OK - I'm not perfect in my observation because I can't recall now what it was the White House reckoned, but I did notice the use of the word reckon because it was so oddly colloquial in this otherwise professional report.

Regardless of your business or industry, I'm willing to bet that stronger observation skills will help you improve your work, too. It will certainly enable you to write with more detail and clarity - e-mail, blogs, memos, eBooks ... you name it. Think about it. Aren't you much more likely to get a helpful response if you change Example A below to become more like Example B?
EXAMPLE A: My manager wanted me to ask you about the shipment.
vs.

EXAMPLE B: Stephanie Jones suggested I contact you to find out the anticipated arrival date for the wireless server we ordered last week.
Sure - it's easy for you. You already said you've got a natural talent for observation. I don't. I honestly wouldn't notice a snake if it were about to bite me!

Well, yes. Some people are not as naturally observant as others. The first thing is that you've got to want to improve your observation skills. Here are a few tips - almost all have to do with a little notion known as practice:
  • Be aware of your surroundings and the space you consume within them. At the grocery store, in line at the post office, waiting to return a movie at the dollar-a-day kiosk. Are there others in line with you? Are you crowding them? Are they crowding you? Do you stop at the top of a stairwell when others are coming up behind you? Simply choosing to notice how you use your space will make you a lot more aware of other areas of your life.
  • Routinely make eye contact with the people you encounter during your day. Make a mental note about each person. Male or female. Short. Dressed up or casual. Hat or scarf. Ethnicity. Tattoos or piercings. Not that you're practicing to give details to a police sketch artist, but just begin noticing the people around you.
  • Don't diss Where Is Waldo? Books like that and card games like Concentration, where the goal is to remember where individual cards are laid out on the table, can be great practice vehicles for growing your observation skills.
  • On your way home from work, the market, or any familiar route, make a point every day this week of noticing something you've never seen before. Make and model of a neighbor's car. A flower bed. Toys in a yard. Just open your eyes and start seeing.
  • Use all of your senses, not just your eyes. Pay attention to the sounds and smells and textures that surround you. These will help heighten your sense of awareness. Also, use your peripheral vision, rather than focusing only on the things that are immediately in front of you.
  • Write it down. Take notes on things that interest you or you would like to remember. Book titles, Web addresses, music. Be open to the world, and if you see something you'd like to know more about, make a note and then do the research.
Work on your powers of observation and you'll be amazed at the return on this simple investment.

This is Day 34 in the 60-Day Content Challenge. I've been posting every day since I accepted the challenge on July 21st. See you tomorrow for the next post! Laura
_______________________________________

Sign up today for Laura's next workshop, Want to Charge More? Start Writing! Or e-mail your writing, marketing, or design questions to Laura.




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Sunday, August 22, 2010

17 Editing Tips ... if You Absolutely HAVE to Do It Yourself

17 Editing Tips ... if You Absolutely HAVE to Do It Yourself

It is my opinion as both an experienced, professional editor and as a writer, that it’s a fool’s errand to attempt to edit your own work – particularly anything as important as a book manuscript. Self-editing is a lot like performing a medical procedure on yourself. It’s just not possible for any author to bring an objective, critical eye to his or her work. You’re too close to it and, understandably, protective of it. In the long run, it’s unlikely that you will be able to see all the intrinsic changes necessary to make your writing as good as it could be.

However, for those of you who remain unconvinced of the benefits of getting a professional on your team to elevate, enhance, and improve your writing, I offer the following tips for self-editing.

1.       Find the right synonyms. Buy the best thesaurus you can find. It helps if it has a “category” section that allows you to browse by large ideas. Read your work and look up synonyms wherever you feel a better word might more accurately describe your ideas. Be careful though: remember to match your words to your audience's level of sophistication. The last thing you want to do is turn your readers off with words that are overly complex.

2.       Be selective with your similes and metaphors. Use them sparingly, and try to be appropriate within the context of your descriptions. Sometimes too broad a metaphor (or too flashy a simile) can distract from the actual meaning of your message. Don’t mix metaphors by comparing something to a teapot only to compare it later to an automobile.

3.       Use positive language. Occasionally the word “not” is useful for emphasis. Most of the time, though, a sentence is stronger when it uses positive language; use your word processor to search for the word “not” and rewrite the sentence using other positive descriptives. Example: Rather than say, “He was not in the mood to work,” you might say, “Shawn’s lazy, contemplative mood led to lying around the house all weekend.”

4.       Write actions and use the active voice. Your writing will be clearer if you structure your sentences as subject-verb-object, which means it works best if you employ action rather than describing situations. Use your word processor to search for words ending in “-ed” – if this word is preceded by “is,” “was,” or similar verbs, the phrase would probably be better rewritten. Also check for instances of “there is” and “there are” and eliminate them as much as possible. Example: Rather than write, “After chasing the ball for an hour, the dog was tired,” you might write, “The tired dog collapsed in a heap after chasing the ball for an hour.”

5.       Check for verb tense consistency. This is a basic one, but a mistake almost everyone makes at one time or another. Make sure that your writing consistently uses the present tense or past the tense – or that if you switch tenses, you have a very good reason for doing so that is absolutely transparent to your reader. Confused tenses are another easy way to confuse your reader.

6.       Be consistent with your voice. Decide at the outset of your writing whether you will write in first person (I/we), second person (you), or third person (he/she/it/they). It’s essential that you maintain consistency in this aspect of your writing, and not switch back and forth – as this can seriously confuse your readers! An amazing number of people start out in one voice, and then inadvertently switch at some point.

7.       Use caution with commas. A comma followed by the word “but” is okay. Commas separating a list of things are okay. Commas setting off parenthetic expressions are okay. Other commas, however, need careful scrutiny — should it be a semicolon, a colon, an em-dash, or parentheses? If you’re still confused, go get the great book, Commas Are Our Friends, by Joe Devine.

8.       Reorder your words and sentences. Keep related words together – adjectives next to their nouns. The important words go at the end of the sentence; the important sentences go at the end of the paragraph. Avoid dangling modifiers, like “Taking a shortcut home from school, a giant boulder sprung up unexpectedly in Joe’s path.” Who was taking the shortcut, the boulder or Joe?

9.       Words have rhythm – notice it. Sometimes reading can be awkward due to the “bumpiness” of the accented syllables. You can avoid this by taking the time to mark up your document with the accented syllables and reword singsong-y passages or places with too many accented syllables on top of each other. Occasional alliteration and rhymes do work to punctuate your copy.

10.   Cut the cuties. If something sticks in your mind as being ever so clever, that’s probably a good sign that it's actually too cute for your readers.

11.   Watch for repetition. This may be something about which you need to consult an objective, third-party reader, as you may be too close to your work to notice it. From little things, like reusing an odd word more than a couple of times, to repeating descriptions and actual content . . . try to avoid repetition. Some authors use it as a literary device with great effect. However, if this is not a deliberate effort on your behalf – and you will know if it is! – all it does is exhaust, and perhaps turn off, your reader.

12.   Pay particular attention to your references. References require particular care. Keep a printed copy of your reference list and, while reading through your text, make sure each reference that appears in the text also is entered into your reference list. It is surprising how many references in otherwise excellent works are missing or contain inconsistent or incorrect details.

13.   Check the dictionary. Go through your document and look up in a dictionary any words where you aren’t 100 percent sure of their meaning. I’ve surprised myself a couple of times when I have used a word repeatedly only to one day look it up and find it has an utterly different meaning from what I'd been presuming.

14.   Always print and proofread a hard copy. Although we’re all very adept at using word processors for writing, it is virtually impossible for our eyes to catch everything on a computer screen that we notice when we’re reading printed materials. Make sure you print at least one version of your text for a hard copy read.



15.   Read in short sections. Avoid reading large sections in single sittings, as you will likely miss a lot by doing this. Rather, concentrate on a chapter or several pages at a time, so you can focus your attention. Otherwise, the writing that is so familiar to you stays familiar and you fail to notice new aspects that need attention.

16.   Read aloud. Read the text aloud, as your ear will find clumsy rhythms, repetitions, awkward and complex sentences, missing links, etc. that your eyes might easily skip over. Don't worry – no one's asking you to do this in front of other people. Surprisingly enough, even reclining on your sofa all alone, you can immediately catch awkward phrasings and words you may be using too frequently. 

17.   Perform a spell and grammar check. Finally, give the document the good old SpellCheck. Remember, though, that you cannot rely on it alone. A word that is spelled correctly might not be the correct word. The ones I often confuse are “your” and “you’re.” Since they are both correctly spelled, they will go unnoticed. Unfortunately, the GrammarCheck is wrong almost as often as it is right, so I’d forego that one in lieu of a living, breathing editor/proofer/grammarian.

It's simply impossible to proof and edit your own work as well as an impartial person who brings "new eyes" to your writing. If you find yourself needing to do so, whether it's because of cost or time considerations, here's hoping the above tips will help you.



This is Day 33 in the 60-Day Content Challenge. See you tomorrow for the next post!
_______________________________________

Sign up today for Laura's next workshop, Want to Charge More? Start Writing! Or e-mail your editing, marketing, or design questions to Laura.


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Saturday, August 21, 2010

Eat Pray Market

Eat Pray Market

Although I had not previously read the book, I jumped in and joined the EPL fray today, joining a new group of women known as the Family of Women to see Julia Roberts take on the fictionalized role of real-life author and memoirist, Elizabeth Gilbert. Earning only a 37% freshness rating on the Rotten Tomatoes "TOMATOMETER," the film has earned $47.1 million since its US opening on August 13. Hypercritical moviegoer that I know myself to be, I decided to go in with an open mind ... knowing as I went that Peter Travers, of Rolling Stone Magazine , had given the movie a single star (out of four possible).

My opinion is that it certainly deserves more than one star - but I'm not sure I'd go as high as two-and-a-half. On my personal Three-Tier Movie Rating System (Must See, Wait for the Video, and Don't Waste Your Money), it's definitely in the WTV category.

Having sold more than 8 million copies and been translated into 30 languages, the book must have done something right, though. And now, it seems that everyone is looking to cash in on the EPL machine.

As Jeannine Stein put it in her August 16 LA Times article,
"This is enough of a paradigm shift that it's not just another Friday-night movie opening," says Peter Sealey, former president of marketing and distribution at Columbia Pictures and now a professor of marketing at the Peter F. Drucker Graduate School of Management at the Claremont Graduate University. "This movie has a uniquely different approach to generating buzz and marketing."
Eat Pray Love is one of those rare convergences of a chick-lit bestseller set in exotic locales turned into a chick flick starring Julia Roberts. In other words, a marketer's dream.
The question for me is not whether or not lots of people besides Elizabeth Gilbert will make loads of money, but rather, should they? I realize we live in the Land of Entrepreneurs where capitalism still rules the day. Hey - one of the main functions of my job is to help small businesses better market their goods and services to potential clients. And this movie certainly is, as Stein points out, a marketer's dream. But according to an August 11 Arizona Republic article, aptly titled "Eat Pray Shop: Movie Inspires Loads of Products,":

These products' explicit link between "something more" and "personal adornment" has some feeling cynical about the memoir's marketing.
"It's like the medieval practices of buying indulgences so you could get into heaven," said Diana Barnes-Brown, author of the article "Eat, Pray, Spend" in Bitch magazine, a feminist monthly publication.
She objects to the way marketing deftly mixes essential states of being like sanity and wholeness with luxurious products like jewelry and lip gloss.
Barnes-Brown argues that this type of marketing creates the illusion that spirituality and wellness are commodities that are financially inaccessible for most American women.
Yet marketers always attach abstract ideas to products, said Michael Wiles, assistant professor at the W.P. Carey School of Business at ASU. Advertisers pitch face creams that increase self confidence (while decreasing wrinkles) and or men's deodorants that elevate masculinity (while masking body odor). "The irony here is that the experience being purchased is anti-consumerism and self-fulfillment," Wiles said.
But movies have been creating merchandising tie-ins for years - so why is this one so bad? Mind you, this is my blog, so it's my opinion - but I think it's precisely because of the alleged spiritual mission and message of the film. How commercially viable would the movie (and all the subsequent tie-in retreats and oils and candles and scarves and beads and bracelets and yoga mats) have been if it'd been done by an indie house, unknown director, and having cast an ordinary, non-household name, rather than the famed Pretty Woman?

Just because you can make money by riding a tidal wave of marketing, does that mean you should? There are, no doubt, those who would argue, "Of course! What a stupid question." But honestly, if you're not really adding something of value to the experience, providing an option, idea, product, or service not already available under some other guise - in short, if you're marketing something simply for the end goal of cashing in - I suspect there may be reasons to back off and let well enough alone. Gordon Gecko's mantra "Greed is good," seems to have no place around this story about a woman's quest for self-identity and purpose.


Have another opinion? Please feel free to share it below in the comments section.



This is Day 32 in the 60-Day Content Challenge. See you tomorrow for the next post!
_______________________________________

Sign up today for Laura's next workshop, Want to Charge More? Start Writing! Or e-mail your writing, marketing, or design questions to Laura.



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