Jim's Marketing Blog

Marketing ideas to help you grow your business

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Dead trees and a powerful copy writing lesson!

Writing marketing copy or sales copy that really works can be a challenge, especially for people with little or no experience.  One of the best ways to learn how to write great copy, is to read great copy and then study what you have read. Why did that particular message compel you to click a link?  What was it about the specific offer you just read, that made you follow-up on it?

Copy writing and Dead Trees

One of the best pieces of copy writing I have seen over the past few years, is just a simple, short phrase.  It’s often used when online publications refer to paper-based; newspapers, magazines and trade publications etc.  The term is dead tree media.  For example, when referring to a headline on the front page of the traditional paper version of The Times, a blogger will often refer to it as the front page of the dead tree edition of The Times.

The reason this is such a clever phrase, is that those 2 words, dead tree, are extremely emotive:

  • The phrase dead tree immediately focuses our mind on the fact that in order for paper to be made, trees not only need to be cut down; they have to be killed!  Even recycled paper was once a tree.
  • By calling the traditional version of a newspaper, magazine or whatever the dead tree edition, we start to think of it as out-dated.  When we see the term applied regularly enough, it can be a very powerful way to reinforce the belief that paper-based media is either dying or dead.
  • When there are 2 options available to the reader; either a dead tree edition of a magazine or an online version, the online version is automatically made to sound more attractive, simply because it isn’t being referred to negatively.

A quick copy writing tip

If you are serious about the success of your marketing, you need to get serious about copy writing too.  Here’s a tip.  Collect all the; emails, marketing letters, articles or blog posts that motivate you to take action and study them.  Study what it was that compelled you to click their link, visit their store, call them or email them.

For example, look at the box below this post, with a call to action.  Every hour of every day, people click the link in that box to find out how they can work with me.  Look at the message and think about how you can apply something similar to YOUR site; something that will provide you with sales leads all day every day.

The bottom line: Your site should (and could) be a relentless, lead-generating machine for your business.  If it isn’t, you could well be missing out on more sales and higher profits than you currently believe is even possible.

Let’s work together and grow your business. To find out more click here!

How long should your blog posts be?

Some of the best blog posts are also the shortest.  Blog posts that offer information rich copy, with all the unnecessary fluff stripped out, get to the point quicker and save the reader valuable time.  This post about social media experts is one of the most read on my blog and it’s just 112 words long!

Why do many commercial bloggers write mainly longer format posts?

From what people tell me, there seems to be 2 reasons. The first reason, is that it’s believed by many that unless a post is more than 300 words long, it will not rank well on search engines.  I have seen enough evidence of this to believe there’s truth in it.  However, if you are in the UK right now and you ask Google: “What is a social media expert?”, you will see that 112 word post I mentioned earlier on page 1 – Out of over 42Million results.

The second reason, which I am going to focus on in this post, is the belief that the longer a post is, the more valuable it will be, and the more people will want to read and share it. My experience over the past 24 years in Marketing, is that the quicker you can make a valid point, without all the fluff that typically weakens a message, the more impact your message has.  Because of this, I think it’s worth adding some shorter blog posts to your commercial blog.

Seth Godin understands the value of brevity

One of the reasons Seth Godin’s blog is so popular, is that his posts are never any longer than they need to be.  Seth’s blog posts are focused, information rich, but never too long.  That’s because Seth understands the power of brevity.  This means some of his posts are just 1 or 2 paragraphs in length.  With Seth’s blog, you get all the juice, without having to wade through acres of bloated content.

Interestingly, I noticed a post on Seth’s blog recently, which is apparently his longest post of the year.  If you look at the number of times people have ReTweeted that post, you will see that it was actually less popular (from a sharing perspective) than many of his very short posts.  BTW: It still achieved over 900 ReTweets, which is amazing!

I’m not suggesting you ONLY write short blog posts

There are good reasons for writing longer format posts, (including SEO.)  I wrote earlier this week about how to write more great blog posts, and it’s almost a thousand words long.

Here’s what I’m suggesting: The next time you have an interesting point you want to make, but you think it may be too short for a blog post, try publishing it anyway!  You may be pleasantly surprised with the feedback you get.  Don’t waste all your short, insightful ideas and opinions on Facebook or Twitter – Write them on your blog and then share them across your social networks.

Let’s work together and grow your business. To find out more click here!

Not all spam is created equal!

I was just thinking how the term spam is being used right now, for a lot more than unwanted, unsolicited emails.

For example:

  • If someone sends you an unwanted sales message via a social networking site, we call them social media spammers.
  • When they leave comments on your blog, purely to build links or sell us something (rather than contribute), we call them comment spammers.
  • When they fill forums with cut and paste marketing messages, we call them forum spammers.
  • When they send you unsolicited text messages, we call them SMS spammers.
  • When they subscribe you to their newsletters without asking, we call them newsletter spammers.

Not all spam is created equal!

What you may not have known, is that some of the people who use the kind of techniques outlined above have NO IDEA that we regard them as spammers!

In many cases, they are often acting out of ignorance.  They see others using one of those techniques, so they think it’s OK.  They assume that it must work, to some degree.  They forget that even if a small number of people visit their site after they did any of the above, they may have just ruined their reputation with thousands or tens of thousands of other people in order to get those few clicks.

Whilst it may be popular to assume that everyone who you consider a spammer runs a suspect business, I have found that in many cases the businesses are legit.  The businesses look dubious, simply because they are being marketed using dubious techniques. I’m not talking about those who send automated spam emails to millions off people every day.  I’m talking about poorly informed business owners, who send you messages you never asked for, newsletters you never subscribed to and Tweets that read like a sales pitch.

The bottom line is that anyone, even legitimate people with a great service, can be written off as spammers if they pester or pursue people with their online marketing.  No one needs that kind of reputation, if they are serious about developing a long term, successful business.

Let’s work together and grow your business. To find out more click here!

Image: Cookipediachef

Small Businesses: I love you!

I’m a huge fan of small businesses and the amazing people who make them work.  That’s why I love it, when I see a small business using the strengths to successfully compete against national and multi-national companies.

This morning for example, I visited a Costa Coffee shop in North Lincolnshire.  I love the coffee they serve at Costa and their lemon tea too, however, I couldn’t help noticing that there were just 8 other customers (excluding me) in the place, during the 25 minutes I was there.  A little further along, I visited an independent coffee shop and it was a lot busier, with 23 customers.

The independent coffee shop did a few things differently to their nationally respected competitor, and I wonder how much of an impact this had on what I saw.

For example:

The independent coffee shop offered table service

So, people with babies and toddlers did not have to stand in a queue waiting whilst everyone in front of them had their orders taken and then prepared, as they did in Costa.  They were able to walk in, sit down and relax as their order was taken at their table and then delivered to their table.  Table service also meant that people like myself didn’t need to pack away their laptops, every time they wanted to order another drink; or risk leaving it unattended whilst they queued downstairs to get served.

The independent coffee shop offered free, secure wifi

Costa did not.  In fact, the lack of an Internet connection is what prompted me to leave Costa!   The guy that served me there, said this was “patchy” and that some branches of Costa do offer wifi, but this branch didn’t.  When I asked why they didn’t offer wifi, he said he had no idea and that people requested it all the time.  Little surprise that I saw so many laptops being used in the independent coffee shop and none in Costa.

The independent coffee shop’s prices were higher than Costa Coffee

…and I think Costa provided slightly better coffee too (their coffee is extremely good!)  However, in my opinion, when it came to the overall customer experience there was no competition.  The independent coffee shop did many of the most important things extremely well, and as a result, I was happy to pay a small premium for a premium level of service.

It has to be stated that my experience was just a snap-shot, based on 1 visit to each coffee shop, however, I would be very surprised if the little guy in this story wasn’t punching WELL above it’s weight.

The little guy may not be able to compete on price.

The little guy can’t even hope to compete when it comes to marketing budgets.

But when it comes to customer experience, by listening to the marketplace and working hard to deliver what the market wants, they CAN succeed against the odds and build a very profitable business, even against really good quality competition.

Let’s work together and grow your business. To find out more click here!

 

Twitter follower numbers have little to do with influence!

Twitter follower numbers mean a great deal to a lot of people. However, it seems that as Twitter matures as a service, the number of followers someone has, has very little to do with their influence. For those of you like myself, who use Twitter as part of your marketing mix, this is worth knowing; as you can waste a LOT of time chasing follower numbers, when it’s the quality of your Twitter network that really matters.

Twitter follower numbers and influence

I’ve noticed a significant change over the past year, where many of the people with tens of thousands of followers, who ReTweet my posts, generate little if any traffic to the blog.  Yet, many people with relatively small Twitter followings seem to have far more influence, when it comes to getting their followers to take some kind of measurable action.

It seems that I am not alone in this observation.

A recent paper by Meeyoung Cha from the Max Planck Institute, was covered in The Harvard Business Review.  With Twitter’s full permission, Cha’s team monitored 54 million ACTIVE Twitter users and was able to measure a number of metrics, including things like ReTweets and the number of times a user / brand was mentioned by their followers.  They came to the conclusion that Twitter follower numbers do not equal influence. Cha said:

“Our claim is that follower count is not sufficient to capture the influence of a user (i.e., the ability of an user to sway the opinions of her followers). It only shows how popular the user is (i.e., the size of her audience). But, as we showed in our paper, retweets and mentions, which measure the audience responsiveness to a user’s tweets, do not correlate strongly with number of followers.(There’s an excellent, short summery of the paper in this post on ReadWriteWeb)

Tens of thousands of Twitter followers & near zero influence

I am seeing examples of this every day.  Only last week, a guy ReTweeted a link to this blog, to his 40,000 followers.  As he works in marketing and claims to be a highly influential Twitter user, I was curious what the click through rate would be – So, I monitored it!

In the 60 minutes following his ReTweet, just 5 (yes, FIVE) people in total visited that particular post.  I will give him the benefit of the doubt, and say all 5 clicks came from his 40,000 followers.

An hour later, I asked a friend of mine with under 1000 followers, to share that same link and using her tracking software, monitor how many people clicked the link.  26 people clicked through in the next 60 minutes, using her unique RT link, all of whom showed up on my own analytics software.

What are your thoughts, regarding influence on Twitter?  Please take a moment to share your feedback!

Let’s work together and grow your business. To find out more click here!

So, you want to write more, great blog posts?

I regularly get email from people, asking how I manage to write blog posts most days and still keep the ideas and content flowing.  It’s easy to see why, when you consider that a regularly updated blog with useful content is more commercially valuable, than one with fewer, valuable blog posts.

So, here are a few of my tips.  Enjoy!

Don’t SEO every post you write

Most of the posts I write here, are not written with SEO (search engine optimization) in mind.  Yesterday’s post is a prime example.  It breaks just about every SEO rule. It’s too short, doesn’t target keywords or use a title tag or have any headings etc.  However, it was a fun post that made a good point very quickly.  Interestingly, most of the bloggers I know, who publish on a very regular basis, do not optimise everything they write either, such as; Seth Godin, Robert Scoble, Danny Brown and Louis Gray.

SEO is important.  Really important.  I optimise a great deal of the content here and as a direct result, I get hundreds of new, targeted readers every day from Google and Co.  However, I can achieve all my SEO goals without the need to fully optimise everything I write.  So, don’t feel you have to optimise everything. You don’t.

Make time for writing blog posts

One of the reasons people find it hard to publish blog posts on a regular basis, is that they just don’t have the time.  It takes time to come up with an idea for a blog post and then to write it in as interesting a way as possible.  So, if you are a poor time manager, it’s going to be tough finding the time required to write regular, good quality blog posts.

Here’s a quick tip, which has given me several hours each day, or over 130 EXTRA DAYS a year, of extra time.

I don’t watch TV!  Yes, as a fan of boxing and football I will watch the big fights / games, but there are no TV shows I must watch.  My mindset regarding TV changed, when an elderly man once told me; “son, when you reach my age you won’t look back on your life and wish you had wasted more time watching TV shows!”  Interestingly, I recently discovered that Seth Godin feels the same way as me about TV.  He put it like this: “I don’t watch TV. At all. There are so many other things I’d rather do in that moment.”

Play with your kids.  Go to the gym.  Take the class.  Spend time relaxing with your friends.  If you want some more time each day, reducing your TV time is one of the less important things to cut out from your schedule.

Give yourself permission to get it wrong

One of the biggest hurdles facing many bloggers, is that they fear publishing a post that isn’t perfect.  In their search for the perfect blog post, they find that it takes them several hours to write a post; instead of 30 minutes or so.  Give yourself permission to write the best posts you can at the time.  Remember that blog posts can be edited and updated, if you later find you missed something important.

Capture your ideas

We all have ideas flow into our mind, but most people fail to capture them.  As a blogger, if I see an interesting article that gives me an idea for a blog post, I save it.  If I get an idea when I’m out walking, I capture it using an audio recorder.  Make it easy to capture the ideas you have and then put some time aside to get these ideas written down.  Flesh them out a bit.  You will be able to tell very quickly if the idea is good enough to turn into a post for your blog.

Learn to deal with critics

Often, when you make a point on your blog about something that is a matter of opinion, your own opinion will be criticised (and rightly so.)  Fear of criticism stops a lot of people from writing about certain subjects that are relevant to their industry / readers or expressing their opinions.  Both of these will limit the volume and (in my opinion) the value of what you publish.

For example, I wrote a post last month about my positive experience with Dell customer service.  I knew at the time that it would attract comments from people, who either strongly agreed or strongly disagreed with me.  If you check out the comments, you will see a number of really pissed-off Dell customers, telling me how wrong I was!  Those comments add balance to the post and allow people to see a far wider range of experiences.

People disagreeing with you or being critical of your view point, are a key part of blogging; however, many people really struggle with it.  This is why I wrote the following post on how to deal with blog critics and criticism.

Publish your best content on your blog, not on Facebook etc

Many people who have blogs that they seldom update, have Facebook accounts that they regularly update with insights, ideas and useful links.  There are many reasons why this is a really bad strategy for a commercial blogger.  One of which, is that it sees you investing your content development time building content on someone else’s platform, whilst yours is being neglected.

Use Facebook, but not at the expense of your own commercial blog.  Some of the info you post on Facebook could be slightly expanded upon and turned into a great little post, which you can THEN share on Facebook!

So, what would you add to that list?

Let’s work together and grow your business. To find out more click here!

Small can be beautiful! (Cute puppy alert)

small business

Small can be beautiful.  In commerce, for example, some of the finest businesses are small businesses.  It’s easy to see why, when you consider some of the advantages small businesses have over large businesses and corporations:

  • Smaller businesses can adapt to new opportunities far quicker than big companies.
  • Just as importantly, they can act on decisions quickly too.
  • Small businesses can develop deeper, more inter-personal relationships with their clients and customers than corporations can.  You can spend $100,000 a year with Apple and I promise you, Steve Jobs still won’t take you out for lunch!
  • Small businesses have the ability to offer a truly unique customer experience.
  • Small businesses also have the freedom to react to customer complaints with common sense – Rather than a cookie-cutter complaints procedure from head office.

So, whilst you are building your business into the next multi-national conglomerate, take some time to enjoy the many and varied advantages of being small.

Let’s work together and grow your business. To find out more click here!

Photo: W Silver

Keeping you in the picture

flickr, creative commons, image hosting, Over the past few months, I have used flickr for all the post images here on the marketing blog.  There are millions of great pictures available and it’s extremely easy to use.

However, I have recently noticed a growing problem, which is changing how I use images from flickr and other image sites.  I want to share this with you, along with some brief information on the kind of images and photographs you can use on your blog / website.

Out of the picture

Until now, I have gone to flickr, picked the image I want to use and simply linked to it – So although you see a photograph here on the blog, the image itself lives on flickr’s servers.  The benefit to me of this approach, is that I don’t need to upload images or compress them before I use them.  I just enter the URL of the image into WordPress, and I can then place it wherever I want. Equally, when my blog was hosted on a slower server, the pages tended to load quicker when the images were hosted on flickr.

The downside of linking to images, rather than hosting them on your own server, is that the images you link to can be, and are, removed without warning.  As a result, I often see posts I wrote a while ago, with images missing.  So, I have decided to go back to hosting images on my own server and I am now recommending people to do the same; unless they have a good reason not to.

Regarding the use of images on blog posts, there’s something else a lot of people ask me about, which I would like to mention.

Image licenses: A quick reminder

Posts often look better with a nice image, so it’s often a good idea (especially if you write long posts) to break your posts up with appropriate pictures.  However, before you use an image, always check if you have permission, first.  Many people seem to think that they can just copy any image and use it, when this is totally incorrect!  For example, the images you see on news sites are often the property of agencies like, The Associated Press or Getty Images and are not available for free use.  Others images are available under a version of Creative Commons and can be used for free, but only under certain conditions.

The images I use from flickr, for example, are licensed under a version of creative commons, called; Creative Commons Attribution.  This means the images can be used without cost, however, you must give attribution to the photographer.  It’s only right that you give the photographers, whose images you use, full credit for their work.  Giving attribution also allows your readers to discover the photographer’s work.

What tips do you have for using images on blogs or websites.  I’d love to hear them!

Let’s work together and grow your business. To find out more click here!

Image: Zanastardust

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