Archive for July, 2012

Freelance Writer Files: Did Shakespeare Speak American??

Posted in Other Stuff, writing well on July 23rd, 2012 by liz – Be the first to comment

Portrait of Shakespeare

'S'happenin'?

There’s a new CD out that contains the real sound of Shakespearean English. Surprisingly, it sounds more American than Henry Higgins-style British. Here’s an excerpt:

Q: I tuned in late to the discussion on WNYC about Elizabethan English, but did Pat really say Shakespeare spoke like an American? How does she know what he sounded like? I didn’t realize Francis Bacon had invented the tape recorder.

A: The short answer is that Shakespeare didn’t sound just like an American, but his accent was probably more NBC than BBC.

The interesting thing is that language, like species, evolves in different directions in two populations of critters that are split up (in this case, Brits and emigrating Brits, separated by the Atlantic Ocean). In post-Shakespearean times, the British adopted what is called Received Pronunciation. Think of the upstairs residents in “Upstairs Downstairs.” Meanwhile, the Brits who had emigrated to America retained the Original Pronunciation, which was more like modern American English, with a hint of other accents thrown in. So ironically, American English may be more authentic British English than what’s spoken by today’s Brits!

Read more here. http://www.grammarphobia.com/blog/2012/07/original-pronunciation.html.

If you’re interested in the evolution of language globally, please check out “Tower of Babel” by Rob Pennock. Fascinating!

And brush up your Shakespeare!

Freelance Writer Files: Will Work For Food

Posted in Advertising Related, writing well on July 9th, 2012 by liz – Be the first to comment

Here’s the evidence: a revamped website, still being perfected, for a very nice Indian restaurant at Zona Rosa. To see it, go to Swagatkc.com. The management opted for a simpler, sleeker, more up-to-date design for the revamped site, and I wrote new copy. Lifted Logic was the website development company.

If you have a chance, zip up to Swagat for their great Lunch Buffet or a casual, elegant dinner.

Swagat Lunch Buffet offers delicious choices!

Mmmm.

Freelance Writer Files: Fearless Google Optimization

Posted in Advertising Related, Helpful Hints, social media marketing on July 4th, 2012 by liz – Be the first to comment

The word is out: too many keywords, and Google will zap you. Keyword-stuffing, the numbing repetition of keywords in blog posts, to the point of nausea, is, thank goodness, now out of favor with the Google Gods.

Google SEO Gods

Too many keywords can get you zapped.

So what do you do to climb the ranks of Google?

• Have a blog on your website.
• And in your blog posts, use keywords. But sparingly.
• Make sure your keywords are ones people would logically use to find your company.
• Use two or three keywords in the context of a blog post that has real content, and another in the sign-off. Like this:

How much is a good roof worth?
By Liz Craig

If you’re buying or selling a house, you know that the quality of a house’s roof can dramatically increase or decrease its sale price.

That’s because if the roof is in poor condition, it can cause a lot of costly problems. Dampness, loss of heat, water leaks, and structural damage can all result from a bad roof. So even though the upfront cost of putting on a sound new roof is nothing to sneeze at, it can save you money on repairs in the long run.

If you’re not sure how sound your roof is, find a good roofing company to come out and check it out. Not just a guy on a ladder looking it over and saying, “Looks okay to me.” You should expect a full, professional assessment of your roof, including a close inspection of gutters and downspouts. Any problems with your roof or drainage should be fixed before they create bigger problems. When you use a reputable roofing company with good references, you’ll have peace of mind, and you’ll be able to maintain the value of your home.

Another reason to have your roof inspected by a professional roofing company: If you plan to sell your home, you don’t want a buyer’s survey to reveal problems with the roof that you didn’t know about, which lower the value of your home. Even if you’re not planning to sell, if you neglect needed roof repairs, you may have to pay higher homeowner’s insurance premiums or have trouble with the insurance company if you file a claim. So it’s a smart idea to keep an eye on roofing material for any signs of damage, check and clear gutters regularly, and make small repairs as soon as you notice any damage, so they don’t turn into big problems.

Liz Craig is a freelance writer who writes about roofing topics for ABC Roofing Company.

Blogging with relevant content is one of the most effective ways to get high rankings from Google. Blog content has to be brief, well-written, and interesting and helpful to the customers or clients you hope to attract.

You can’t make your blog posts “All About My Company.” You need to offer advice, tips, information, guidelines and so on, from your position as an expert in whatever industry you’re in. Be helpful. Be generous. Be heavy on relevance to the target audience (and current customers or subscribers) and sparing in your use of keywords. Oh — and this is vital — regular in your postings. That’s the way to optimize for Google without fear of the Google Gods zapping you off to Nowheresville. Which is Page 2 or lower.

Sometimes, companies’ blog posts are so old they’re festooned with spider webs. What a waste of a good marketing tool. The problem, I suppose, is that someone in the office who’s supposed to do it doesn’t have the time, the desire, or the ability to write and post blog entries on a regular basis. That’s where a professional writer can save the day. For an affordable price, the writer (in this case, me) can help you develop an ongoing blogging program that will help you climb the Google rankings ladder.

So, for help developing your fearlessly Google-optimized blog posts, give me a call.

Freelance Writer Files: How to Make Your B2B Direct Mail Rock!

Posted in Advertising Related, Helpful Hints, social media marketing on July 1st, 2012 by liz – Be the first to comment

You seldom see the terms “B2B” and “Rock!” in the same sentence. Especially in the context of “direct mail.” Hey, isn’t that the fuddy-duddy old granddaddy of e-mail marketing? Well, yes. But the old fella is still kickin’, and kickin’ up sales for smart companies.

Now, you’re going to say, “Hey, but social media is the thing now. It’s cool. It reaches everybody, and it’s cheap.”

Sure, Twitter and Facebook are free or cheap. But if you have to hire a company or an employee to tweet and maintain your Facebook presence, your social media efforts could cost plenty. And even though 10,000 “Likes” on Facebook may give you a warm, cuddly feeling, does it translate to sales? Maybe. But how many of your prospects make their decisions based on Twitter or Facebook?

Don’t get me wrong. I believe social media is fine and dandy for certain things, like creating a buzz, or making people aware of a cause or a brand, but direct mail can do a couple of things social media can’t. Like stay around in eyesight of a prospect, right on his or her desk. And more importantly, give you trackable results. (Yes, I know there are ways to do that in social media, but it’s simpler with direct mail.)

With that in mind, here are a few tips if you’re now considering doing a direct mail campaign.

1. Act as if every DM promotion is life or death.
In other words, take it seriously. You’re going to spend some money on it, so think it through carefully.

2. Zero in on your ideal target audience.
What kind of company needs your product or service? How big a company are you after? How close to your business? How much annual revenue? What kind of customers do *they* have? What’s their corporate culture like? Determine as many characteristics of your ideal prospect as you can. Then go to a good list source with your requirements. These days, they can home in on your prospects so specifically, it’s amazing. And by the way, all list sources are not the same.

Story time

When I was working on a DM program for a repair shop that repaired only two makes of foreign cars, I was looking for a mailing list of
(a) owners of those two car makes ONLY,
(b) who had purchased them more than three years ago (so they were off warranty), and
(c) who lived within 25 miles of the repair shop.

Two list people gave me their counts. One said he had three times as many mailing addresses fitting my criteria than the other did. So more is better, right? Not in this case. The second list guy had weeded out the dead addresses, so my client wouldn’t waste money sending his mailings to people who weren’t there. We went with him, on the advice of a printer I trusted. Always have a printer you trust.

3. Identify your prospects’ biggest gripes.
Figure out what is costing your prospects time, money or grief, and how your company can help eliminate it. Then build the content of your direct mails around that. Too many companies send out messages that are “all about me and what I can do,” instead of “what I can do for you.” Their messages completely miss the mark. You be different: be the solution to their problem.

4. Be sure you have the right fix for their gripes.
Your solutions must match their problems. Obvious, right? But it’s amazing how often direct mail messages say they’ll deliver solutions to problems I don’t have. Or sometimes, they get the gripe right, but I can’t figure out how their solution is going to help.

5. Plan a campaign, not a shot in the dark.
Unless you’re giving away free golden doubloons, one letter probably won’t get much of a response. A successful direct mail campaign includes multiple touches. Say you identified three of your prospects’ biggest gripes. Develop three letters based on your company’s way of solving those three gripes, and send them out at 10-day intervals. Then make follow-up phone calls. Then send out three brochures addressing those same gripes and your solutions at 30-day intervals, with follow-up calls sandwiched in between.

6. Deliver an easy way to respond along with your pitch.
A prepaid post card works. So does a special phone number and/or an e-mail address. Be sure the response goes to a person who’s been designated and trained beforehand to handle the responses. If a postcard comes into the office or an e-mail comes to your website, and it sits idle or floats around looking for a place to land, time passes, and you may lose your opportunity. Get someone to get on it NOW!

5. Track and test response.
For a DM campaign I worked on recently, we wanted to know if prospects responded more to a simple “call this number” or to a “Call this number or go to this URL” call for action. We developed a splash page for the URL letter, where prospects could fill out a quick form for someone to get in touch with them. We had two different codes for the letters. The letters with only a phone number had a code number the prospect could mention to get a free evaluation. The “number or URL” letter had a different code number. The campaign is still in process, so when it’s done, we’ll know more about what works for the next campaign.

Many voluminous books and countless articles have been written about how to do direct mail. These are just a few top-of-mind tips from my own experience. Do you have some tips or war stories to offer? I’d love to hear them. In closing, if you’re doing direct mail, I say, “Rock on!”

And of course, if your biggest gripe is that you don’t have the help you need to plan your campaign and write those letters and brochures, well, hey, I’ve got your solution. Just give me a call.