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What you need to know about the stupid people who don’t hire you

By Jim Connolly | April 4, 2016

marketing tips, clarity, content

I heard a business owner earlier making an amazing statement. Here’s what he said, along with a massively valuable marketing lesson.

The business owner was being interviewed on local radio. They asked him how his business was doing. He replied that it was really struggling. When they asked him why, he replied:

“That’s simple. The marketplace is too stupid to understand how good my service is, so they hire cheaper providers”.

I guess that’s one way to look at things.

He was wrong. Very, very wrong!

Clearly, when prospective customers are failing to understand the value of the services you provide, it’s your job to build a better, clearer marketing message. Writing the marketplace off as being stupid is… well… stupid. It also shifts the focus away from the business owner [who can fix the issue] to the prospective customer [who can’t].

Some far more useful alternatives

If your prospective customers are failing to understand the value you bring, there are lots of things you can do. Here are just a few.

  • Make sure YOU are 100% clear on the value of your service. Check that you’re offering a compelling reason why prospective clients need what you provide. Demonstrate the extra [whatever] you offer, which they can’t get from a competitor. Note: If you can’t explain why they should use your service over a competitor’s service, you’re not ready to market your service yet.
  • Hire a professional marketing copywriter. This is the least expensive, fastest and most effective option. You pay a professional to style your hair, right? You pay a professional to look after your teeth too. So, pay a professional to create a compelling marketing message for your business.
    Tip: If you think your business isn’t worth hiring a professional for, get a job.
  • If you insist on creating your own marketing message, try being clearer. Cut the fluff from your message. Get to the point. Embrace brevity.
    Tip: Don’t write your web copy for Google. Really. Don’t!
  • Then test that new, clearer message on a selection of prospective customers. See if they have a clearer idea of the message you want to convey. If they understand it, others are likely to understand it too.
  • If they still don’t understand your message, try explaining things using more forms of media. So, if it was originally a written marketing message, add video, images, graphs or audio.

There are more customers and clients out there than you could ever need. Plus, it has never been easier to reach them. This means you never need to settle for a business that’s under performing.

It’s 100% within your control.

Blogging: The tools I use

By Jim Connolly | February 14, 2016

blog tips, blogging, content marketing

People often ask me about the hardware and software I use for blogging. So, here’s a list of what I’m using right now, all of which I highly recommend.

Blogging software

WordPress is the most comprehensive and best supported blogging software out there. A recent study found that 19% of all Internet traffic comes from WordPress. It’s easy to see why. I find it easy to use, reliable and flexible.

Email software

More people read this blog by email, than read it online. To deliver those emails to my subscribers, I use Mailchimp. Mailchimp has 2 things that I value. Firstly, the service is exceptionally reliable. I switched to Mailchimp in 2012 and have had only 2 issues with the service. Secondly, Mailchimp is very good at making sure my emails get delivered. Email service providers trust Mailchimp, because Mailchimp is not very friendly to spammers.

Unlike everything else on this list, I recommend Mailchimp with 2 caveats. Whilst the service is extremely reliable, I have found their customer service, on the odd occasion I’ve needed it, to be extremely poor. It may have improved, as it’s years since I needed help from them. Also, their software is not very intuitive, both for designing email templates and accessing data from your subscriber lists.

However, once you have set Mailchimp up, it “just works”. I’ve sent millions of emails via Mailchimp, without an issue. Because of the exceptionally reliable service I get from Mailchimp, I have included it in the list.

Blogging hardware

There are 2 devices I use:

For remote blogging [blogging on the road, from a coffeeshop etc.], I use a Surface Pro 3. I take lots of handwritten notes and it lets me write them directly onto the screen. Then, when it’s time to write a blog post, I use split-screen; so I can see my handwritten notes as I type into WordPress. My MacBook Pros and MacBook Air lack a touch screen for handwritten notes. If I use them, I need to bring a notebook and pen with me too.

[See update below] Most of my blogging is done from my office or my studio. All of this work is done using a MacBook Pro and MacBook Air. Their keyboards are better than the Surface Pro keyboard. The MacBook screens are larger too. Also, the OSX operating system is more mature and reliable than Windows 10, which remains a work-in-progress. These beautifully designed devices offer a professional grade writing experience. I write on them all day every day and can’t praise them highly enough.

Hosting

I use and recommend 20i.com for web hosting and email.

NB: None of the links in this post [or in my blog] are affiliate links.

Note taking software

I take notes every day, not only for blogging but for capturing ideas in general. I’ve tried lots of software over the years and the following 2 programs are the best I’ve found by far. They are OneNote and Evernote.

Both are a little tricky to get used to, but between them they do everything I need. I find that OneNote works best if you like to write with a stylus onto the screen. Evernote works best if you type your notes. Both Evernote and OneNote work on all leading mobile and desktop operating systems.

Note taking hardware

I like to walk regularly and like many people, that’s also when I get many of my best ideas. I know some people who write their notes down whilst walking, but I prefer to record mine. I previously used dedicated, digital voice recorders. Today, I use my iPhone and its built-in voice recorder. The sound quality is extremely good and as I always carry my phone with me, it means I always have a voice recorder with me.

Old school note taking hardware

As some of you will know, I also enjoy taking notes with a fountain pen. I have quite a few fountain pens, with my current daily pen being the Lamy 2000. There’s something enjoyable about the tactile experience of writing with ink on paper. At the end of a fountain pen note taking session, I use my iPhone to scan the notes directly into Evernote, using the iOS app. It works extremely well and allows me to access all my notes, all the time.

I hope you find this list useful.

Update: Blogging hardware

Since writing this, 2 things have happened, which have changed my blogging hardware recommendations. Firstly, I was asked to try and use an iPad for on-the-go blogging. Secondly, I had a chance to use the Surface pro 4 Type Cover.

Here’s the update.

I was challenged by a reader as to why I didn’t use my iPad for blogging on-the-go. I think it’s because I mainly treat my iPad as a consumption device. Anyhow, Alison asked me to try it. Just prior to that, my friend Shahid had me wondering the same thing. Shahid pointed me to a post by Federico Viticci. Federico is a well known podcaster and Apple blogger. He not only uses an iPad for his blogging. He does almost everything, other than video production, with his iPad. You can read Federico’s experiences, here.

So, inspired by Alison’s challenge and what Federico managed to achieve, I decided to try and write this week’s posts using an iPad Air 2 and an Apple wireless keyboard. I had 2 posts to write for this blog and 2 articles for my creative thinking website. In honesty, my expectations were low, however it worked.

Until Alison told me, I was unaware that the iPad Air 2 was able to do full, split screen. This was a key reason I used the Surface Pro 3 for blogging. I find split screen is really useful, for example, when writing a post and researching an answer using a web browser. Whilst split screen is a recent addition to iPads, the number of apps it works on is growing. Importantly for me, it includes almost everything I use for blogging.

I also discovered that the Apple wireless keyboard works perfectly with the iPad. This was the keyboard I used all day every day. It’s my favourite keyboard. I have a little arthritis in my hands and yet, with this keyboard I can write all day without any pain. Most other keyboards, including those on my MacBooks, quickly get uncomfortable. So, I am now able to use my ideal keyboard and an iPad, to create a very productive, lightweight way to blog on-the-go.

Steven Woodgate from Microsoft kindly sent me a Surface Pro 4 Type Cover and it’s a huge improvement on their previous effort, including the track pad.

After writing this post, I tested the Surface Pro 4 Type Cover keyboard thoroughly for a whole day’s worth of heavy writing. To my delight, I found it to be more comfortable to write on than my Mac keyboards and on a par with the superb wireless Apple keyboard. It’s brought a whole new lease of life to my Surface Pro 3.

As I mentioned in the original post, I like to handwrite notes onto the screen. Whilst handwriting onto an iPad Air 2 screen is possible, it’s not as elegant as using a Surface. So for note-taking sessions, I leave the iPad at home and take the Surface.

Battery life is a big issue when working on-the-go. The iPad’s superb battery life means it’s great if I need to be away from external power for a whole day. The Surface Pro 3 lasts around 5 hours, unless I crank the brightness down. That’s often enough, when it isn’t, the iPad steps in.

In closing, I am now using my iPad Air 2 and Surface Pro for blogging on-the-go and using a MacBook Pro / Air and Surface Pro  when in the studio or my home office. Microsoft’s Surface Book could be a better 2-in-1 alternative. I used one for a couple of hours last week and the screen and keyboard are exceptional. However, with a price tag of £1800 for a good specification Surface Book, it feels a little risky [to me] for a piece of 1.0 hardware. If I get a Surface Book or a Pro 4, I will review it for you.

Blogging: Here’s why your readers are already your clients

By Jim Connolly | September 30, 2015

blog tips, blogging, content marketing

Thank you for being a client. Yes you!

Think about it: A client is someone you provide a service to. I regularly provide you with ideas to help you grow your business. And you pay me. You pay me with your attention. [That’s why they call it paying attention.]

So, I’m the service provider and you’re the client.

More importantly

How might your attitude to writing your newsletter or blog improve, if you saw every reader as a client? [Remembering that a subset of your reader-clients will become fee paying clients].

And how might that client-focused approach improve your results? Well, the only way to find out for certain… is to do it.

Recommended reading: 25 Reasons to write a business blog.

Totally unoriginal. Wholly unremarkable

By Jim Connolly | September 28, 2015

professional development, CPD

You can optimize anything. If you want to.

  • You can automate your blog posts, newsletters, tweets and Facebook updates, so they are published at the optimal time.
  • You can use the optimal number of words or characters too, if you’re really keen.
  • You can use calculated keyword loading, to optimize your website content for SEO.
  • You can use click-bait titles for your blog posts and social network updates, to optimize traffic.

And in doing so, you’ll be like every other clone working the same tricks. You’ll be sheepwalking into anonymity. Totally unoriginal. Wholly unremarkable.

There’s an alternative approach, which some of us find extremely effective.

Rather than optimize everything, we turn up regularly and try to be useful.

The thing about turning up regularly and being useful

The idea is too simple for the content marketing gurus to sell a course on it. It requires way too much long-term thinking, for the growth hacker crowd to embrace it. And it takes a lot more courage, than many business owners feel comfortable with.

Yet somehow it works. And it works beautifully.

Are short blog posts a good idea?

By Jim Connolly | September 16, 2015

blog tips, blogging, content marketing

Olivia noticed that my previous blog post is just 54 words long. She said she really enjoyed it, but wanted to know if it’s a good idea to write such short posts.

Here’s my answer. I hope you find it useful.

54 word posts are a bad idea

If you write for SEO, 54 word posts are a bad idea.

If you want to defend every point you make, to try and appease the critics, 54 word posts are a bad idea.

If you are too lazy to condense your thoughts, so they don’t waste the reader’s time, 54 word posts are a bad idea.

54 word posts are perfectly fine

If you write for humans rather than search engines, then 54 word posts are perfectly fine.

If you are brave enough to write what you think, then 54 word posts are perfectly fine.

If you are prepared to embrace brevity and eliminate the fluff from your message, then 54 word posts are perfectly fine.

Choose

If you want to connect with people, then write for people. If you want to connect with Google, then write for Google.

If you think you’re doing both, you’re doing neither particularly well.

Be the author. Not the envelope

By Jim Connolly | September 12, 2015

professional development, pro dev, CPD

It’s hard to attract people’s attention, when you have nothing new to say. But that doesn’t stop business owners from trying.

Social networks are flooded with famous quotes, posted by people who have nothing to say for themselves. They lack either the creativity, the guts [or both], to tell us what they think. And in doing so, they rob themselves of their voice.

They are simply a carrier. A delivery mechanism. Much like an envelope.

What happens when you receive a letter? You throw the envelope in the waste paper basket. The message matters. The author matters. But the envelope has no lasting value. Even so, the massive majority of business owners choose to be the envelope.

Sharing a famous quote is simple. Think about it: whether a letter inspires you or pisses you off, you never blame the envelope. You blame the author of the message. The author is responsible.

So we each have a choice to make

We can be a voice or we can be an echo. We can be the author or we can be the envelope. We can be noticed or we can be invisible.

That’s not much of a choice. And if we want to be noticed, there’s no choice at all.

Important: If fear of criticism is holding you back, here’s how to overcome it!

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Jim Connolly

Hi! I'm Jim Connolly and I use creative marketing to help small business owners increase sales, boost profits and build amazing businesses. Read more here.

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