Energetic writing: Putting your thoughts into words Have you ever stopped to think about the energy of the words you use, whether in your life, your business, or in your marketing content? By marketing content, I mean your website, your blog, the emails you send, the landing pages you create, the lead magnets you provide. There are two […]
You know that feeling you get when you see, hear, or experience something profound? You want to pause there. Expand the moment. Linger. See what else comes up for you. Maybe you want to linger over a song you connect with, deeply and instantly, the way Snow Patrol’s 16-minute story song connected with me. Here is but one piece of […]
I have two short-short stories to share with you. Story #1 I found a yellowed piece of paper in my daughter’s room. On it was a handwritten poem: Stephen kissed me in the spring, Robin in the fall, But Colin only looked at me, And never kissed at all. Stephen’s kiss was lost in jest, Robin’s lost in play, But the kiss in […]
Greatness. Isn’t that what we digital entrepreneurs aspire to? We want to be recognized as authorities in our fields. We want to hold influence over the shape of our worlds, and our clients’ worlds. And, we want a large — okay, let’s be real here — a MASSIVE following. We want a tribe full of people who look up to […]
If you’re reading this, chances are you’re a small business owner, marketer, or entrepreneur selling online products, services, or both. And, dag-nabit! People just aren’t buying. You know your offer is holy-hell valuable. If prospects would just say YES! If they’d just sign up now, click here, BUY … they’d get to experience your wallet-busting value, up-close-and-personal like. With […]
In this post… I share a true story that illustrates how we can save our clients from the Wild, Wild West of the Internet by being authentic and real—by being Truth Tellers. Whether you’ve just arrived on the Internet scene, or you’ve been around, as I have, for 20 years, you may someday find yourself in […]
In this post… learn from a real-life example why publishing content written in third person can cripple your content marketing efforts. As a marketing writer, I care about two sets of content perceptions: 1) how you, my client, perceive my content, and 2) how your readers perceive the content I wrote for you. When the two […]
In this post… Discover how to sell without selling, something you probably do all the time but don’t even know it. In this post, I share a story of speaking with someone who sold me on her magnificence, and then told me that she didn’t like to … and wasn’t good at … selling. You […]
In this post… Believe it or not, there’s more to creating winning content than having great writing skills. Here, I outline the three elements you need even more than great writing to create winning content—content that leads more people to say YES to your offers. Winning in a digital world is one part writing, three parts […]
In this post… Discover the benefits of becoming an influencer, and learn how blogging helps you realize those benefits for your business. Also access my 9-Point Blog Post Planner that will help you plan a blog post, turning it from an idea in your head to a more-solid thing ready to take the form of words […]
In this post… Discover two formulas I use for the care and feeding of my email list. Plus, get a copy of my email planning template, spruced up and polished just for you. The email planning template is good for planning a full year’s worth of email messages, a quarter at a time. It includes a […]
How would you like to attract more clients into your business the way a sex god might attract … sex addicts? Wouldn’t that be lovely?Okay, the “sex god” thing is a bit of a stretch, but it got your attention, right?I want you to know, for reputation’s sake, that the idea didn’t just spring forth from […]
Photo by Jeremy Thomas on UnsplashBefore we get into the journaling…Do you know why the work of an entrepreneur is so hard?I think it’s because we’re building something from scratch.We’re creating something that, at one time, existed nowhere but in our hearts and minds.This may sound blasphemous—it did to my heart when the thought first arose—but being […]
Hey there, reader! Renae Gregoire here. I’ve long been fascinated by the Middle Ages, when the Black Death, or bubonic plague, killed 20 million people in Europe. The last major outbreak of plague happened in London in the mid 1600’s, and the article that follows, reprinted with permission, shows how that outbreak is similar to the COVID outbreak […]
The first time you work with a marketing writer and editor (like me), you may be in for a rude awakening — like a slap in the face. Not that I want to be rude. In fact, I try to deliver bad news to my clients as gently a possible. Bad news about your content might sound something […]
Clarity is so freaking important to your business. Your website has to be clear. Your course material has to be clear. Your lead magnets have to be clear. Your landing pages have to be clear. Your offers have to be clear. Because Clarity is so dang crucial to the success of your marketing materials, I’d like to push you to look […]
I love the work I do. Here I am, creating content, writing and thinking about Clarity, in an effort to help YOU gain Clarity so you, in turn, can create content that delivers clear messages and Clarity to your audience. This is important work! The following quote from Kayla Severson explains it well, both what I’m doing and […]
Do you consider yourself “creative?” Confession. I never used to consider myself “creative.” People would ask me what I did for a living, and I’d tell them I’m a marketing writer, copywriter, editor. They’d say, “Oh wow! You must be really creative.” I’d fight it! “No,” I’d say. “I’m not really creative. I write educational […]
You built your business.But they’re not coming.People aren’t seeing, hearing, feeling, or experiencing you.It sucks. It hurts. But it doesn’t have to stay that way.I’ve been doing this online business thing since 2002, which is when I hung my shingle as a freelance writer.Over the years, I’ve worked with many, many business owners, corporate marketers, […]
VISIBILITY! The true cry of my heart since I began my business back in 2002 has never changed. It has always been, and still is, visibility. When I first hung my shingle as a freelance writer and joined the ranks of service providers selling on Elance (now Upwork.com), I wanted … needed … to be […]
How are you when it comes to making offers to your tribe? I admit that making offers doesn’t come easy to me. It’s strange, in a way. I mean … here we are, out on the web doing business, wanting to share our transformative gifts with the world. We know we have gifts; our brilliance […]
One shitty Monday morning, a perfect storm of experiences brought a problem of mine — and, I suspect, a problem of yours — into perfect focus. That morning, a new client scheduled a call for the afternoon, a call that would require MAJOR work in advance on my part. Thanks for the notice, yo! I […]
Yesterday, something happened that took me aback. Like … I literally sat at my desk for several minutes, looking up and down, and back and forth, between the air above my head in the room in front of me and a text I received through Messenger. Before I show you … a little backstory. I had been stressing […]
This is post #1 of my book-to-blog experiment; read the previous post, about the inspiration for the project, here. What’s your talk trigger? Is there one thing about you or your business that makes customers talk about you? If so, that might be your “talk trigger,” a term coined by Jay Baer and Daniel Lemin in their […]
Trying to increase two habits I long for: reading and blogging time. Hey there. I’m Renae, an online business owner since 2002. Running and growing that business, along with raising a family from toddlers to college students, has taken up much of my time — including my reading and blogging time. And even though my reading and blogging time […]
Do you have a North Star for your business? By North Star, I mean a shining light that guides you along the journey. A light that acts as a reference point and keeps you from getting lost when you stray from the path of your intentions. These days, we don’t follow an actual star. We […]
What can happen when you swipe random images from the Internet to use in your contentYears ago, I had been blogging and creating content as usual for my website, pulling images off of the Internet wherever and whenever I wanted.I’d heard tales of people being hit with lawsuits for doing this, but I thought, “It’ll […]
Updated 2019 edition Celebrate the bloggers, writers, and other small business owners in your life with this hand-picked selection of 50 gifts and stocking stuffers. It’s that time of year again! Hustling and bustling and shopping and cleaning and decorating and cooking and wrapping and OH MY GOD THIS IS EXHAUSTING! Yes, exhausting. But still […]
Right now, your Soul’s Purpose is searching for you. I recently read an article by Ponny SH Lam called, “Do You Choose your Soul Purpose, Or Does It Choose You?” In it, Ponny talks about how, when she was a university Career Advisor, the Universe sparked her soul by way of a chance encounter at a fast-food […]
Forget the “ain’t nobody got time for that” memeI had a Zoom meeting with my mastermind recently. (By the way, I highly recommend masterminding … SO GOOD!) We were talking about the progress we’ve been making in our online businesses. That’s when one of the members mentioned something she’d heard from some online guru, something about how sometimes […]
Tune in for a talk about blogs and bloggingGood news! On Friday, August 13th at 10 am EDT, Julian Leahy will interview me for his FollowJulian.com interview series. We’ll talk about blogging … how to use a blog to grow your business … and how to keep the ideas flowing when the initial jubilation of “blogging” has […]
Do you see what your customers and prospects see? Running a business can be kind of strange. Here we are, doing this thing we do, selling that thing we sell. Trying to get the word out. Trying to get our product or service in front of our ideal customers. It’s a lot of work, right? We’re busy scurrying here and there, […]
To blog … or not to blog?I’ve been talking a lot about blogging lately. I created a blogging card deck, a 30-day blogging challenge, and I’m working on a program to help solopreneurs and small business owners jumpstart their writing confidence along with their blogs. It’s been “Blog this, blog that, blog, blog, blog, blog, blog” around […]
You’re a solopreneur. Now what? I love being a solopreneur. I love peeling back, refining, and communicating deeper and deeper layers of talent, all with the glorious goal of serving my ideal clients and in some ways changing the world. Yeah, that’s lofty. But it’s also true. If you’re a solopreneur, then your goal might be something similar. You hold […]
Do you want to publish a blog? If you want to write blog posts, either for your blog or for other people’s blogs, but you know you’re no Hemingway, then this blog post is for you. (I’m no Hemingway either, and here I am, blogging.) Shoot, this post is for you even if you feel like Elaine […]
From elevator speech to e-speech?During my recent mastermind retreat, I worked on my elevator speech, aka elevator pitch, that sentence or two you say when someone asks you what you do. :: begin conversation :: ME: <extends hand> “Hi, I’m Renae. Nice to meet you.” THEM: <accepts hand, pumps warmly> “Hi, I’m Ideal. Ideal Client. Nice to meet […]
Investing in yourself and your business with a mastermind. You know what it’s like when you do something stupid? For instance … spending $10,000 to join a mastermind? <GULP> “Did I really just do that?!?” “What will I tell my husband?!?” “How will I PAY for it?!?” Well, that’s exactly what I did back in March 2017. I joined a mastermind group. At […]
It’s something so small, so easy, yet so often overlooked. I’ve been working from home as a marketing writer since 2002. Over the years, I’ve hired many dozens of vendors and contractors: Printers Developers Designers Virtual assistants Editors Researchers Writers And I am consistently dumbfounded by people’s inability to do one simple yet crucial thing, even if asked. That thing? It’s closing loops. Not Fruit Loops®, the brand. Photo […]
From non-completer to completer in 30 days. Until just a little while ago, I called myself a non-completer. My life blazed a trail of unfinished projects and plans, and unused products…. I bought one of those infomercial home gym sets … and wound up selling it. I joined a gym. Cancelled after two months. (Did this three times that […]
This post is Part 3 of a three-part series on infusing the know, like, trust factor into your website and content. If you haven’t read them yet, find Part 1 on KNOWING here, and Part 2 on LIKING here. 3. TRUSTTo trust you, your prospect must feel safe with you. Although the trust element is easier to […]
This post is Part 2 of a three-part series on infusing the know, like, trust factor into your website and content. If you haven’t read it yet, find Part 1 on KNOWING here. Part 2: LIKETo like you, your prospect must connect with you. What does it mean to like someone? I’m not talking “like like,” as […]
You’ve heard it said that people prefer to do business with people they know, like, and trust, right? Me, too. Yet everytime I hear that advice, I think, “Okaaaaaay….” It sounds nice, but what does it really mean to know, like, and trust someone? What does it take for someone to know, like, and trust you, or your […]
Hint: It had more to do with role models than writing Dateline: Freshman Year in College, 1994 “Wake up, class!” Professor Harrison boomed, a big smile on his face, quickly clapping his hands twice by his right ear, as if clapping would jostle the remnants of sleep from our bleary, first-period eyes. He held that pose […]
“What you seek is seeking you” is true for grammar errors, too Confession. I used to be a card-carrying member of the Grammar Police. Incorrectly used pronouns … wrong tenses … even typos would fuel the demon in me, which mercilessly lashed out at the poor writer or speaker who DARED to err. But I quit the Police […]
Convince prospects of your work ethic to stand out like a lighthouse over a roiling sea … … that is, a roiling sea of people and companies plying their wares on the Internet. I probably don’t have to tell you that there’s a sad lack of service, dependability, and consistency among people who sell products and […]
Welcome to my bookshelves! Salutations! I’m very happy you’re here! I love to share my favorite books (nearly as much as I love reading them!), so it is my pleasure to take you on a brief journey to explore the treasures on my bookshelves. Note that I wrote this post several years ago as part of an […]
Beware the indifference … or hostility … of readers. In an interview with The Irish Times’ Sara Keating, former US poet laureate Billy Collins spoke words of wisdom not only to poets, but also to all who write with the intention of having people eagerly read their work. That goes for you and me and all online […]
Pro or con? Choose your side, and stick with it! Have you seen this chart by Hubspot, on when it’s okay to use an exclamation point? You can click in below for a closer view, but what I really want you to see is the spoiler (in the blue box) at the top of the image. It says, […]
Sometimes even good writers need a reminder … While watching a recording of a live event for the design industry yesterday, one of the speakers surprised me when she mentioned how she became a stronger writer by eliminating one word from her communications. As soon as she mentioned the word (I’ll tell you what it is in […]
Where’d consistency in communication go?While poking around on my Blog Post Ideas spreadsheet looking for goodies to write about, I came across a Harvard Business Review blog post by JD Schramm, which touches on the importance of Consistency in Communication. In recounting the story of a professor who for years and years consistently sent a typewritten […]
If you can BREATHE, you can sell. Are you one of those people who oozes nervous energy when it comes online selling? If writing content makes you feel like a greasy salesman, then your model of selling is probably akin to a retail version of the furniture salesman — like the new salesman who started last week; […]
Am I the right writer for you? Dear reader, Welcome! I’m so glad you’re here. My guess is that you’re on this page for one or more reasons. You may be looking for: The Blog Post Inspiration Deck (coming soon!) A fabulous marketing writer A supercalifragilisticexpialidocious editor Pricing for writing and editing services Inspiration for […]
Aaaaah … the perfect website. What if your website was perfect? What would that look like? Imagine with me for a moment. People would arrive on your homepage and be impressed right away. Gorgeous colors. Beautiful images. Impeccable design. A easy, yet confident vibe that says, “Hey, I’m an expert. You can trust me. I can help you.” A headline that let visitors know, […]
Toot your own horn (shh … quietly) Hooray! You’ve completed Marketing 101 and grabbed a potential client’s attention. Now what? Now, the marketing continues. This time though, in Marketing 102, your goal is to build that always powerful know, like, and trust factor. Your goal is to give prospect the feeling that you’re qualified and […]
The Internet is hopping with people selling their services thanks to $12 domain names and instant site-builder services. But most of those people don’t know what YOU know. They don’t know these five ways to differentiate, ways clients are starving for.
Core values, blah blah blah, yadda yadda yaddaI’m in a 13-week transformational coaching program. I need to transform, baby! One of the modules is about “core values,” the values that drive and shape our behaviors. Knowing what we value, the thinking goes, allows us to nudge our businesses in directions that reflect those values. I have to say, […]
The Internet is like our oceans … filled with garbage. One day, while I was out on the Internet, doing typical Internet-y things — Facebooking, following links, reading articles — I discovered what seemed to be an intriguing article, both by the vivid image and promised topic: 10 colors that increase sales, and why. Sounds good. Looks […]
What happens when you try to sell ice to Eskimos? Before I became a product creator and writing coach, I used to troll all the job boards looking for writing and editing work. Believe me, applying for “gigs” is about appealing as I imagine that getting back into the dating scene would be after being […]
A small change with big consequences What do you say when people ask you how you are? “Hey there! How are ya?!?” If you’re anything like me, you say things like: I’m fine, thanks I’m exhausted I’m super busy I’m tired One day, when I was Zooming with my accountability buddy during our weekly call, […]
Live from the farm….Since I started the 30 Day Blog Post Challenge a week ago, I’ve realized a few things about blogging and want to share them with you. 1. Regarding that blogging calendar…. A blogging calendar has turn out to be not very helpful to me during the Challenge. I find that the topics on […]
I am the walrus…. As a professional who happens to be blessed to work out of a home office, I spend many hours each day in the solitude of my home. And I like it. I like it a lot. That said, there are some days — many days, actually — when I long for […]
I don’t know about you, but I’m exhausted. For the last 20 years, life has been a whirlwind of car rides and shopping and laundry and doctors’ appointments and emails and courses and projects and website problems and VA problems and on … and on … and on. The hours and days speed by, as […]
Let me be luuuuuuminous Every day during the 30 Day Blogging Challenge, I’m drawing a set of cards from my soon-to-be-available Blog Post Inspiration Deck. One of the cards today is luminosity. Luminosity. Luminous. I love that word, both the sound of it … luuuminous … and the diverse images it brings to my mind. […]
Dear blogger, in your posts I see your beauty, your brilliance, my calling Although this post is part of my 30 Day Blogging Challenge, I’m not just bringing these words, sentences, and paragraphs into being to satisfy some requirement or complete a challenge I set for myself. Yes, those two things are important, but the […]
How I created a soon-to-be-bestselling card deckI’ve been talking to my tribe about my upcoming card deck The Blog Post Inspiration Deck for a little while now. But the only reason I’ve done so is because my card deck mentor Marcy Nelson-Garrison decided to reopen her Card Deck Master Class program — and it’s open […]
A simple blog post template for beginning bloggers When I first started researching blog post types, I was dumbstruck at how many different types of blog post exist. In my upcoming card deck — The Blog Post Inspiration Deck — I cover 20 blog post types, from how-tos and listicles to success story posts. And […]
What’s a manifesto? And do you need one for your business?Did you know that Seth Godin writes a manifesto for every book he publishes?I found that out through Marcy Nelson-Garrison, creator of the Card Deck Master Class, the program I used to create my card deck, The Blog Post Inspiration Deck.The Blog Post Inspiration Deck, […]
What’s most important to you in your work? Take a look at these moving words from Benjamin Zander, the conductor of the Boston Philharmonic and the Boston Philharmonic Youth Orchestra. quote-left I have a definition of success. For me, it’s very simple. It’s not about wealth and fame and power. It’s about how many shining […]
My three guiding words for 2018 What word or words will guide you in 2018? I follow and am in a group coaching program held by Christine Kane, who has a FABULOUS and in-depth Word-of-the-Year Discovery Tool. Last year, I used that tool to find my word for 2017, which was CHOOSE. I’m not sure what […]
For the love of your blog, please don’t give readers a headache like this one A few minutes ago an email came in from a services marketing company I follow. It promised a “Top 10 Home Office Gifts” guide. Being a home office professional, I could not resist, as I still need to find a […]
Word choice lemon: Just because we’re customers doesn’t mean you can be harsh! This morning, a word choice lemon at Rev.com took me aback, making me wonder why their content is so mean. To give you some context, I was selected several months ago to become an editor for a company called Book in a […]
Freelance writer rates: As with all things in life, you get what you pay for There’s a blog post over at ClearVoice entitled “15 Scenarios When to Pay Freelance Writers Higher Rates.” I wanted to respond to the post right in the comments but, alas, the comments were closed. So I’m writing my reply here […]
Imperfect action ≠ crappy content The gurus say that imperfect action is better than no action. In a way, I agree: It’s better to have an “imperfect” something out there than nothing at all. BUT. A huge BUT. Imperfect doesn’t mean “crap.” Glaring content issues that shout “CRAP!” to everyone Imperfect doesn’t mean you let […]
Email marketing lemons and rewards program lemons lead to a sour stomach on my birthday LongHorn Steakhouse lured me into its restaurant for my birthday dinner with a “free dessert” email. I wound up with a crappy steak and headaches trying to access the code for my free dessert, which I unfortunately had to leave […]
Email marketing lemon: Sending customers pictures of products, but then not allowing them to buy This morning, a marketing lemon in my email inbox stopped me from looking at products on Etsy, and possibly buying them. There I was, just recovering from a marketing lemon in the shape of a form tossed at me by […]
Marketing lemon on a form: An illustration of just how easy it is to lose people online This morning, a marketing lemon on an online form almost stopped me from becoming a registered customer at Stein Mart. There I was, purchasing Tea Tree Oil Foot Repair Balm on the Stein Mart website because prices were […]
A new column dedicated to documenting — and hopefully ridding the Internet of — marketing lemons, one at a time I’ve long been a collector of marketing lemons: Mistakes, bloopers, gotchas, boondoggles, and annoyances that make it harder for people to do business with or buy from a company. Today, after running across two lemons, […]
When credibility takes a hit, trust does, too. A new study by the UX design folks at Nielsen Norman Group confirmed what I already knew: to sell successfully in the online space, your website must give readers a sense that your company is credible and trustworthy. Although the study focused on B2B buyers in China, […]
Free, no-email-required guide on know, like, and trust You’ve probably heard at least one expert say that people buy from people and companies they know, like, and trust. Trouble is … that’s where the guidance stops. It’s like: “Know, like, and trust. You need it, so go do it! Get to it!” But HOW? What […]
It seems that everyone loves long-form content You know what? I get that long-form content is great for driving traffic. Neil Patel says so. Kissmetrics says so. Search Enging Land says so. Content Marketing Institute says so. I’m not here to argue about the effectiveness of long-form content. Having a supply of long-form content on […]
When I started my business back in 2002, I was on a mission. I wanted to help small business owners, solopreneurs, and marketers lead more people to YES with clear content and strong positioning that would differentiate them online and offline. As time went on, my motives became less altruistic. Growing more and more tired […]
Graphics are good … but think about your readers when choosing them! Two thoughts about graphics and marketing content: I love graphics, all sorts of graphics: infographics, photographs, charts, you name it. I’m a proponent of “less is more” when it comes to marketing content, especially when it comes to ebooks. I wrote my […]
Email marketing and email newsletter love (and hate): What people are saying Because I love staying up-to-date on the latest and greatest in digital marketing, I subscribe to a lot of email newsletters. A lot. [Sidebar: I have a specific image in mind whenever I use the phrase “a lot.” If you’re curious, check out […]
Writer Experienced with Forklifts Wanted. I am looking to hire the services of a freelance writer who has some form of experience with forklifts. The writer will showcase his or her knowledge of operating a forklift by providing unique and informative articles. Please reply with details about your experience. Although the forklife ad is actually […]
When powerful words hit home Do you like to share and reshare meaningful words and images for the enjoyment of your online friends and connections and your personal edification? Me, too. Sometimes the quotes and images I come across speak to me so loudly that I print them, and place them in frames around my office. Like […]
Small business marketing + deep listening = better marketing content You know the feeling that comes over you when you see or hear something transformative? When something about life, love, or small business marketing stops you in your tracks, and becomes, at least temporarily, all consuming? You can’t think of anything else. You feel compelled to share […]
Headlines, headlines! It’s all in the headlines. I just read a great article on headlines from Hubspot: “How to write catchy headlines and blog titles your readers can’t resist.” Now, I don’t know about you, but I happen to love finding online articles loaded with useful information like this one. I love it even more […]
Why do bad things happen to good marketers? Are you one of those people who always seems to run into glitches and snafus on the web — terrible email marketing messages, broken forms, unreadable pdfs, nonsensical writing, mystifying online shopping processes? Then you, my friend, may be, like me, a damn-good, empathetic marketer. It’s my […]
When online chat goes wrong: Frustration, multiplied Are you now using or have you ever used Audible.com? I was a customer several years ago, paying $14.95 a month for an ebook, and stockpiling ebooks when they went on sale. Finally, when my ebook library far outgrew my capacity to listen, I put my account […]
Here at The Write Idea, I’m all about helping you make life easier for the people who visit your website and read your content — including content on your website popups. To that end, here’s a lesson learned straight from this morning’s browsing session. The problem: Vague website popups So … I’m about to embark […]
In a span of just four days, I had two emails pop into my inbox with an acronym in the subject line — an acroynm I understood ONLY because I’m in marketing. What’s the acronym? It’s FOMO. Fear of missing out. Lookie here, at the first instance: Now, how many consumers are going to know […]
A new breed of business owner wants to help you rock your biz–so you can rock your world. It’s the mom-preneur, dad-preneur, wantra-preneur, solo-preneur, heart-centered-preneur, healer-preneur, wellness-preneur, and other-preneur. The gurus, biz bosses, thought leaders, and experts in their various topics who started online businesses a year or so ago, and are now out there […]
Softness. Such a lovely word. It brings to mind pillows and clouds. Feathers, warm towels, and cuddly kittens. But I doubt “softness” is a term you’d associate with a struggling business, so it’s probably not a “solution” that’s crossed your mind. Whether you’re finding it hard to win customers, attract prospects, gain traction, or even […]
Chasing down broken emails Just this morning, I filled out a form on the Holiday Inn Express website because they’re sending me email messages I can’t read. Here’s what I see: Broken in the browser, too I use Outlook, which presents this message for all emails with images: “If there are problems with how this […]
Have you ever been swayed by a company’s testimonials? You know, those customer statements that tell you why you should buy? As a prospect, you read through the glowing testimonials thinking, “Gee, if all these people were happy, then maybe I will be, too!” Trouble is, no company willingly publishes negative testimonials. Amazon and Yelp […]
When it comes to marketing content, heaven (and sales) is in the details. To begin, let me ask you a quick question. And really think about it. Stop for a minute. What do you see when you look at this postcard? Drink it in. It’s nice, right? Maybe, if you like snow. But to truly […]
Don’t get me wrong: Infographics done right are GREAT. People love to look at them, read them, and share them. I’m one of those people. Lately though, I’m seeing more and more infographics that are so dense, so complex, that they frustrate rather than help readers. (Well, this reader, at least.) This trend mirrors a […]
Differentiation is the name of the writing (and selling) game. I’m into personality assessments and have taken lots of them over the years. Recently, I took a Myers-Briggs test over at www.16personalities.com (great site and presentation, by the way), and saw something in the results that I thought you, my client or prospective client, ought […]
The email may as well been headed: “Hey, you already paid full price, so this deal is not for you.” I’m so annoyed with MarketingProfs. And a little with myself. I’m a PRO MarketingProfs member, which means I pay an annual fee for access to special content and events like webinars. I also get PRO […]
In my last post, part two of a three-part series on the value of negative feedback, I talked about a painful instance in which I knew a project was wrong for me right from the start, but I pursued it anyway. In part one of the same three-part series, I talked about yet another instance […]
In part one of this three-part series about the value of negative feedback, I talked about one particular instance where I wasn’t able to satisfy a client, and why I think the engagement went wrong. Here, in part two, I’ll share yet another painful, personal example of a failed client engagement. In this instance, I […]
I received an ad in my inbox this morning, inviting me to a new, online shopping venue. The images in the ad appealed to me, so I clicked. And this screenshot shows you the FIRST thing the site presented to me, a potential new customer. That pop-up box appeared immediately on the site. And there’s […]
This morning, just as I finished my “social” stuff . . . . . . liking and sharing information of interest on LinkedIn, Google+, Twitter, and Facebook — an email from LinkedIn Groups hit my inbox, informing me of a new discussion: Because part of my job as a marketing copywriter is to help you […]
If you were to pull apart this article, lining up each tip one after another, as in a long list of bullet points, you’d find more than four tips here — thus the title “4+”. Perhaps I should have called this article “4 groups of tips,” but that feels too wordy. In any case, keep […]
I hate most About pages. How about you? We have to read them before doing business with others, yet they’re so formulaic. “So and so is a professional blah-dee-blah. She has been blah-ing and blee-ing for more than a decade. Her focus is on meeting clients’ needs by providing the highest quality blah blah blah. […]
“Just keep blogging, just keep blogging, just keep blogging….” (Imagine Dory from finding Nemo as you read that first line.) Yep. I said it. Despite my best intentions, I struggle to keep my blog fresh with new content. It’s not that I don’t have anything to say or share. On the contrary. My Evernote account […]
Poke around my website and blog. You will quickly notice I carry the banner of usability: Usable websites! Usable documents! Usable applications! Usable hardware! Usable … memes? Okay, so your business may not be in the business of creating memes. But, if it was, I’d say that even the lowly meme and how you present […]
The sold-out webinar: Is it false scarcity? Or is it for real? I confess: Since the dawn of the webinar, I’ve always thought that statements like these from webinar hosts were nothing other than feeble attempts to use scarcity to try to convince people to “sign up now”: There are limited seats and we’re almost […]
How do you help prospects self-qualify when they click through on a link of yours? Maybe it’s a link on your website, a link in a blog post, or a link in a social share. Maybe the link takes a prospect to a special landing page, a form, a download, or a static page on […]
Why, oh why, would any company today think it’s okay to interrupt one of its blog posts with a sales offer–even before the reader gets to read word one? This happened to me just moments ago. I was so offended by the untimely interruption, that I had to stop what I was doing and capture […]
My goal is the same as yours: Differentiate! You’ve heard it said that one of the chief goals of marketing is differentiation: Showing, telling, and illustrating to prospective customers why your product, service, or solution is better, faster, stronger, the right choice. I faced the differentiation dilemma when developing a logo for my freelance writing […]
Have you heard of Youtility? It’s a concept coined by Jay Baer, author of a book by the same name. Jay defines Youtility as “marketing so useful, people would pay you for it.” You create Youtility when you’re useful where customers are–when they need it, where they need it. Is your company Youseful? In other […]
Is your ecommerce site loaded with minefields, each of which may cause shopping cart abandonment, and inadvertently kill a sale? What kind of minefields? Consider: Site speed, or how long customers wait for stuff to load Product reviews, either on your site or elsewhere Product visuals, whether images, videos, or the lack thereof Contact details, […]
A mystery, a shock of disbelief, a realization. I couldn’t believe it. It took me a moment to figure out what this strange email was, and what it was doing in my inbox. First, I looked at the name of the sender. Next, I looked at the name of the organization. Huh? Still no clue. […]
EXTRA! EXTRA! So you want free publicity? Thinking about writing a press release? Great idea! In the age of the Internet, most major news outlets and publications get a high percentage of news from press releases. Your goal is to get your release noticed rather than ignored or trashed. But keep in mind that a […]
Get your free Resource Guide with my most “Can’t-Live-Withoutable” tools Are you a small business owner? Marketing pro? Freelancer? Or are you just starting your entrepreneurial journey? Either way, chances are that you, like me, are always looking for business tools and resources to help you get stuff done. I’ll tell you this: I’m one […]
The other day, I ran across an inspiring, motivational image for small business motivation in an email from Gapingvoid Art. To me, the image communicates, in a nutshell, that it’s easy to look at a person you admire, a company you’d like to emulate, or some end result you want, and feel discouraged. From the […]
What’s so special about you? Why should your prospects care? What’s your disruptive? Whitney Johnson’s HBR article on career change, innovation, and disruption really got me thinking—not just about my disruptive skills (although I am thinking seriously about them), but also about a company’s disruptive ability, or even a document’s disruptive power. By “disruptive,” Whitney […]
Text is the new email. Several of my clients have taken to texting me content ideas while on the go rather than saving up their ideas to share with me later by email. And that’s okay by me: I work on a laptop from my home office, with my phone on a cordless charger by […]
Save time for yourself … save time for your readers … with annotated screenshots. How many times have you visited a website, read an ebook, or downloaded a document loaded with screenshots? And how many times have you had this experience? You read the text leading up to the screenshot. Then you look at the screenshot. Then you read the […]
A few years ago, while pursuing a master’s certificate in professional and technical writing, I dabbled in a grant-writing class. Something I read in that class stuck with me because it’s as relevant to content marketing and content writing as it is to grant writing. From Miner and Miner, 2005, p.5., emphasis mine: During the […]
I don’t know about you, but if I have to read (or write) one more piece of stuffy, fluffy, jargon-filled marketing content, my head will literally explode. (Okay, not literally … although “literally” apparently can mean “figuratively” these days, so … there you go) You know the kind of stuffy marketing content I’m talking about, […]
