Successful Blog

Content: Serving Up the Same Thing Differently

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By Lisa D. Jenkins

Where I used to live, there’s a thing called Bite-Size. When I moved there, I assumed it was similar to finger steak I couldn’t have been more wrong.

Bite-Size is made with 2-inch hand cut chunks of beef and each restaurant has its own proprietary seasoning and cooking technique. One does a dry rub with batter and deep fry, one marinates and broils, while another seasons and grills. You order it cooked to temperature, just like a steak and depending on where you go, it’s served au jus, with tartar sauce or with ranch.

In a town of 100k or so, there are no less than 10 privately owned restaurants that serve their own version of Bite-Size, and each restaurant’s version has a fiercely loyal customer base. Ask any meat-eater in the valley and they’ll tell you exactly why the Bite-Size they love is the best and why you should try it.

How does that happen with a product that’s basically the same? Easy; every customer has a unique set of taste buds. Even yours.

Content is a lot like Bite-Size.

Regardless of the industry you’re in, the content you publish most likely bears some resemblance to the content your competitors publish. “If that’s true, why should I bother,” I hear you ask. Because it’s the flavor of what you deliver that strikes a chord with your customers and makes them come back for more of what you’ve got.

While you and Competitor X are both publishing content around Widget A, your target customers are not the same. They’re segmented by their very real preferences for things like the language you use, color, brand voice, etc. And they choose who to do business with based on those preferences.

That’s why it’s important not to mimic what others in your industry are doing too closely. You don’t want everyone’s attention, you want the attention of people who are going to stay with you.

Individuality will draw the right people to you.

NorthFace is very down to business, no frills. The phrase high tech – low drag comes to mind. The Husband prefers NorthFace’s delivery and that’s what’s allowed in his Inbox.

NorthFace email newsletter

Moosejaw is all sorts of silly and fun. I giggle every time I see a newsletter from them in my Inbox and it makes me smile to spend my money with someone who understands the importance of humor.

Moosejaw email newsletter

Same basic products, different flavor.

Content strategy isn’t not about making sure you’re posting the same, keep-up-with-the-joneses content everyone else is. It’s about sharing that message with your own voice so that the people you want to attract find it valuable and recognizable.

Call it perspective, call it secret sauce, call it seasoning … how do you prepare and serve up your content to stand apart?

Author’s Bio: Lisa D. Jenkins is a Public Relations professional specializing in Social and Digital Communications for businesses. She has over a decade of experience and work most often with destination organizations or businesses in the travel and tourism industry in the Pacific Northwest. Connect with her on Google+

How To Find Your Blogging Voice

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There has been a lot of ink spilled on the subject of where to find blog ideas, how to generate headlines, and the bloggers’ tools of the trade. One area that hasn’t gotten enough attention is the idea of “voice.” When I think of “voice,” I think of Jayme Soulati, who brings a consistent style and tone to her work, regardless of medium. Is your own voice coming through loud and clear in your writing? ~Rosemary

By Jayme Soulati

tongue.jpgJust how does one find blogging voice?

The answer is…elusive! Not sure there is a solid answer, but at the bottom of this article we ought to have a much better understanding of what the hoopla is about a vlogger’s voice.

Omgosh.

When I typed “blogger” in the last sentence, it came up “vlogger,” and I am so grateful that happened whilst sitting in the middle seat in a full airplane cabin pecking letters one by one because the batteries died in my iPad keyboard.

So, instead of using merely a blogger to understand voice, let’s first explore the world of vlogging as it relates to that. Video blogging is so much more visual which makes it easier to illustrate the concept of voice.

What is Voice? Examining Voice and Vlogging

What is your impression watching peeps on camera?

It’s pretty painful sometimes, right? When a vlogger has to look at the camera without furtive eyes or naturally down-turned mouth (without a smile), it is difficult to make great video.

Now think of the words delivered during a video blog.

  • Are you following along and listening?
  • Is that blogger making a connection with you?
  • Are they droning on and on without coming quickly to a point?
  • Did they tick off an agenda or a bulleted list of items they’d cover in their piece?

    How about tone? When someone speaks, it’s normal to listen for inflection and excitement and authority. Is the tone of that vlogger credible? Do they take command of their subject matter and do you believe what you hear?

Exercise 1: How to Identify Others’ Voice on Video

Run and get a video blog you recently watched; I’ll wait. Spend two minutes only re-watching the vlog and pay careful attention; no multi-tasking!

In your head, jot down your impression of clarity, confidence, body language, tone, personality, credibility. Don’t worry, you’ll notice these automagically now that you’re looking and listening more closely.

In a recent vlog I saw, unfortunately, I couldn’t make it to the end and here’s why:

• The person was forced and lacked personality.

• S/he was cracking jokes that were not funny, and the content was subpar.

• It was a sorry attempt at connecting with community using a medium that appeared uncomfortable for him/her.

Let’s revisit some of the factors that make a video blog successful:

• Tone

• Facial expression

• Personality

• Connection with audience

• Command of authority

• Believability

When you add all of the above together with high marks, what you get is a masterful vlogger. Yet, it takes time and practice!

No one can master being on camera unless they are trained broadcasters (who daily practice news delivery prior to going on camera).

Think of Anderson Cooper next to David Letterman. That provides an awesome dichotomy, doesn’t it? The two can’t be farther apart in personality and tone yet they command respect, authority and attention.

Understanding Your Blogging Voice

Are you starting to get the picture of how we’re going to segue into blogging voice?

Many bloggers experience months and months of blogging only to feel a lack of connection with HOW they write. When you read a blogger using English as a second language, the content is often stilted and word choice is sometimes stark.

There isn’t naturalness to the flow of the article, and it takes the reader more time to connect with the writer.

This is not a criticism in the least, it’s merely an observation about how those words jump from the screen and in what tone and fashion. It’s how the reader connects with the writer that makes voice come alive.

Blogging voice is extremely different than journalistic voice or that of an author of romance novels. When bloggers write, there is more usage of the first person. Some new bloggers feel compelled to thread the word “I” throughout writings thinking perhaps that writing in the first person is more personable. In one opinion, it’s more egocentric and boorish.

Bloggers who have “found their voice” seem to fit right into an easy presence and comfort in their blogging skin without too much toil.

Here’s how you get to find your voice:

Establish Goals

When you start blogging, you need to set goals for yourself and the blog.

  • Do you want to build community and subscribers?
  • Do you wish to be an influencer or thought leader?
  • How about being the leading blogger in a genre or category like a parent blogger?

The goals you set drive how you write and thus your voice. If your goal is to sell diapers to moms, then you will need to command authority and then add a sales bent to that voice. Right?

Example of a Mommy Blogger Selling Diapers

Yesterday, I tried the new brand of diaper, called Baby Undies, on my infant daughter and learned the hard way that pretty packaging doesn’t mean better-quality diapers! (I think I’m going to stick to my favorite brand, Diaper G, instead!)

Tone: Personable and friendly

Credible: She experienced a negative event and is warning other moms not to buy that brand

Soft sell: She’s sharing a factual event and encouraging her community to follow her advice

Be Consistent. It takes 12 months of posting about three times a week to find comfort with your online presence. If blogging is your profession, in that 12- month timeframe you most likely have accomplished a few goals and have already switched it up a few times. If blogging is your hobby, then 12 months may be when you see a few milestones happen, and you grow from there.

Know Your Audience

Who is reading your blog? Better yet, who do you want to read your blog? If you are an online educator for home-school kids in fifth grade, your voice will be friendly, informal, conversational, yet authoritative and credible. Your audience is also the home-school parents who duel as teachers.

If you’re the pastor of a community church, blogging voice is going to be oriented to inspiring families to volunteer, tithe and attend church. That pastor blogger will walk a fine line between creating community, encouragement and being a leader.

Understanding your audience who is or may be reading your blog is critical to finding your voice. You will write more powerfully instead of in a meandering way.

You will connect with them to attain your goals each time you write. You’ll think of what they want to hear and write with that purpose.

Think About Buyer Persona.

Have you ever heard of a buyer persona? At first, I thought it silly, but after really thinking hard about who buys my services, I could picture that person reading my blog.

My blog articles began to take on a more professional tone to address some common marketing issues in companies.

My voice amplified confidence in my subject matter, and I felt a connection to the person I’d like to have visiting my blog.

This has contributed to a good feeling about my writing, defined my blogging purpose, which ultimately contributes to my voice.

Exercise 2: Start to Identify Your Own Voice

How and where you find blogging inspiration for writing fodder is a topic for another day. For the purpose of this exercise, select a topic you’d like to write about.

Perhaps you’re a master gardener with a blogging goal to enroll people in your master gardening classes so they can earn their certificate and join your ranks. (Can you recognize the blogging goals in that last sentence?)

How will you write? With purpose!

Your words need to be visual and help the reader connect with your passion about gardening. Do you sense the personalization that has to come across in blogging?

Your passion must be apparent; if you write with dryness you will not connect with your audience. Passion for our topic begets connection with your audience.

Ever read the children’s books Fancy Nancy? Certainly, the illustrator made those books but she had to have the words as inspiration. It was a team effort, for sure.

Your words need to inspire anyone with the hint of a green thumb that they can become a master gardener just like you.

Your plot of land becomes your canvas to create a breezy, flowy, rainbow garden that brings a gasp of visual pleasure with butterfly wings a flutter.

How did that sentence grab you? I hope it created a bit of a visual…don’t butterflies always do that? Notice the word choices that are lighter and more creative with visual appeal. Try to put more of these types of words in your writings and loosen up. Quit being so stilted. A blogger with voice is comfortable with self first and that confidence helps portray authority.

Author’s Bio: Jayme Soulati is an award-winning professional blogger writing at Soulati-‘TUDE! making its home at http://soulati.com. She is president of Soulati Media, Inc., at which she offers business-to-business hybrid public relations blending digital marketing, content marketing and social media marketing with public relations. Since 1984, Jayme has worked in public relations launching in Chicago’s agencies. She is a seasoned practitioner and brings strategy, ideation, writing, media relations, and more to every client engagement.

A version of this post originally appeared on the Shareaholic blog Feb. 28-29, 2013.

The SOBCon Difference: Ask Questions, Offer Suggestions, Get Ideas and Feedback

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You’ll Be an Active Part of the Process

SOBCon is a bit different from other conferences you’ve been to. All the presentations, sessions and activities are part of an overall curriculum. Yes, it is carefully curated and thoughtfully put together, but this event is more about learning than it is about having an experience. It’s a coordinated learning process.

As a result, this is not an event where you sit passively and listen. You’ll be an active part in the process, and that takes a different frame of mind than you may be used to at events.

Masterminds

Several times over the course of the event, everyone turns away from the front of the room to connect with each other at tables of 5 or 6 people. These Mastermind sessions are where you’ll take the ideas and adapt them to your own business.

The more you put in, the more you get out. By talking through the concepts with colleagues, you’ll understand them better. Be active in the discussion. Listen as others share their situations. Ask questions. Offer suggestions. Share about yourself, too. The best breakthroughs will come when you speak up.

If you’re attending with others from your organization or people you see all the time, don’t sit with them. You can get their ideas and feedback any time. Take this chance to get an outside perspective.

There will be 25 or so table groups at SOBCon. One of them is the right fit for you. If you find yourself at a table that’s not the right match, you can move. Maybe not in the middle of someone’s sentence, but certainly during a break or over lunch. In fact, many people make a point of sitting with a different group on the second day to learn from more diverse people.

Frame of Mind

Besides being an active participant, there are a few more adjustments to your frame of mind that will help you make the most of being in the room.

Since you’ll be meeting a lot of people, plan for introductions. Know how you plan to introduce yourself, what you want people at this event to know about you.

Be your most friendly self. Act like you’re in a small town. Say hello to everyone. Talk to your neighbors, whether at your table, in line, or where ever you find yourself. Throughout the day, take the initiative to break the ice. You’ll discover that everyone at SOBCon is someone interesting. The “make a killing online” crowd doesn’t get attracted to this. And the fact you’re drawn to this event says that you’re doing some pretty cool stuff, too.

Some famous names attend, but don’t be intimidated by that. They aren’t going to be acting or feeling superior. I’ve learned that the “cool kids” are often actually the shy kids. They seem to act cool because they’re introverted, not because they think they’re better than you.

Some non-famous people also attend. It turns out, people you have never heard of are terrific and amazing and worth meeting. Many are well-known, just in a different area. It’s probably the same for you. You’re probably more well known in a local circle, or within your field.

Someone needs to meet you. Veteran attendees may feel like they know everyone, but the truth is that usually a third to a half of the people are new each year. If you’re coming for your first time, you’ll be in great company.

It’s Up to You

With all these differences, SOBCon amplifies the need to participate actively in order to best benefit. You really will get back based on what you put into it. It’s up to you. Own the act of getting what you need.

5 Pitches You Must Have Up Your Sleeve

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Scheherazade had 1001 stories, but you only need five key stories in order to pitch your business effectively in most situations.

arabian nights

If you have these stories at-the-ready, you’ll be more prepared than 90% of your competitors.

1. Grocery Line

This pitch is your standard response to a stranger’s question, “what do you do?” The nuance here is that it should be understandable by anyone. No jargon, no need to use a silly title like “Chief Cat Wrangler.” This pitch must be super-brief, and ideally will end with you asking a question about the other person.

“I’m a media coach. What do you do?”

2. Business Reception

This is the scenario where you’re standing up, cradling a mini quiche in one hand and a glass of white wine in the other. It’s a business function, and you’re chatting up the person who was behind you in the buffet line. Since it’s a business environment, you can be a bit more detailed. You may have the chance to extend the conversation for a few minutes, so you don’t have to cram everything into one sentence. Find an opportunity to ask the other person a question immediately. And when they speak, listen intently.

“I’m a small business media coach. I take the fear out of dealing with reporters. What brings you to this event?”

3. Sit Down Business Meeting

In this situation, you’re spending a significant amount of time sitting with other professionals (for example, at a workshop). They’re going around the table and everyone is supposed to say “what they do” to the rest of the group. Your goal here is to say something memorable and engaging.

“I help small business owners make a polished impression during media interviews. My specialty is analyzing body language…so everyone uncross your arms right now.”

4. Prospect Call

You did it. You got the prospect on the phone to hear about your services. Of course, you started by asking them to describe their key requirements, and then they said, “can you give us a high level overview of your business?”

“My firm, Dazzling Media Coaching, has been helping small businesses like XYZ Realty polish their media skills for more than 10 years. My background is as a television journalist, which gives me a unique perspective on media training. I use body language, mock interview techniques, and speech pattern analysis to help my clients knock it out of the park. Do you have an upcoming media appearance you’d like help with?”

5. Client Shareable

This one is tricky. Basically it’s a very pithy, memorable phrase you can implant in your clients’ minds so that when someone uses the trigger words, they will refer you.

We all like to categorize each other into “buckets” in our brains, so that we can easily recall appropriate contacts when we need them. This pitch is more like a tagline. What category do you want to be remembered for?

“The go-to media coach for small business.”

I strongly recommend taking some time to craft responses for these 5 common situations. Tell your story with passion, wit, and creativity, and like Scheherazade, your business will live to see another day!

Author’s Bio: Rosemary O’Neill is an insightful spirit who works for social strata — a top ten company to work for on the Internet . Check out the Social Strata blog. You can find Rosemary on Google+ and on Twitter as @rhogroupee

Why Did That Employee Just Get Fired?

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afiredBosses have many hats to wear, at least that is the case in numerous offices these days.

Given that many companies have slimmed down their employee rosters in recent years, it is not uncommon for those running companies (especially smaller businesses) to find themselves doing some tasks that were typically handled by their HR person over time.

In some instances, bosses are having to say goodbye to employees for one reason or another. One of those reasons is simply issuing a pink slip because the man or woman did not live up to the expectations set for them when they were hired.

While letting someone go is oftentimes difficult, it can very well be justified in certain cases. Even though it can be a hard decision for a boss to make, the end result is typically harder on the employee, he or she now finding themselves out of work.

For those employees that may be walking a tightrope at work, there are some telltale signs that their jobs are on the line. Whether you are in your very first job or a veteran of the employment world, take note of some warning shots that should grab your attention.

They include:

The Obvious

In a bad state of mind

If you have been coming to work under the influence of drugs or alcohol, if you’ve been stealing (not just money but supplies or other things at work), or if you’ve been skipping work, getting fired would probably be no surprise.

Some actions are simply inappropriate at work and are good reason to be let go. You know if you’ve done these things and chances are so do your employers.

The Not So Obvious

Taking too much time off?

Maybe you’re not, in so many words, skipping work, but you’re spending a sizable amount of time out of the office.

Do you take every other Friday as a personal day or roll in late every Monday? Do you always have an excuse to miss a meeting or call?

Sure, things come up in life, but if something big comes up where you need more time, you need to discuss with your managers. If you notoriously have taken time off for no good reason, or without prior approval, that may be the reason you just got fired.

Using work time inappropriately or wastefully and/or disrupting others

Maybe you did always come to work, but how did you use your time?

Did you surf the Internet, updating your FB status and checking your fantasy football team instead of getting necessary work done? Did you chit chat with fellow workers more often than discussing relevant work topics? Did you consistently keep others from getting their work done either by distraction or other poor conduct?

Lastly, did you make some online comments about a co-worker, perhaps your boss? Even though sites such as Reputation.com and others can help limit hazardous online profiles and comments, you need to be smart from day one about what you say on the Internet regarding your job, particularly as it relates to your online reputation management.

All of these could get you fired, as you are there to be productive and let others be productive, too. If you want social time, go out for happy hour after work.

Insubordination

So maybe you never really mouthed off to your manager, but did you always do what he or she asked of you?

If you didn’t follow up on your responsibilities and expectations, that’s insubordination and a pretty good reason for getting fired, especially if your managers have ever had to speak to you about it before.

Lying on your résumé

Did you fib a bit on your résumé thinking it’s fine, everyone does? It’s not really fine, and if you did, you are probably getting fired for that.

Just because you got the job doesn’t mean that your résumé is null and void. Your employers have expectations of you from that résumé, and if you lied on it, your credibility and trustworthiness are gone; you probably are, too.

What to do?

If you’re fired, you’re fired.

But you can get a fresh start – get out there and find a new job – then work ethically, diligently and responsibly and keep that job.

Have you ever been fired from a job? If so, what did you take away from the experience?

Photo credit: foxbusiness.com

About the Author: Heather Legg is a writer who covers a variety of topics from careers and family to the business world.

6 Reasons Poor Web Design Drives Traffic Away From Your Site

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By Teddy Hunt

The purpose of designing a website is to drive traffic to it. When it’s done well, you’ll get more views and effectively promote the product or service you’re selling. If you’re not getting the results you want, perhaps your website’s design just isn’t cutting it. Sure, you might think it’s as attractive as a pot of gold, but that doesn’t mean people who are visiting it will think so too.

Fortunately, some of your problems might just stem from fundamental design issues.

With that said, here are six reasons poor web design drives traffic away from your site, and how to fix it.

1. Your Design Includes a Hideous Background

The fastest way to drive traffic away from your website is to incorporate a background that’s hideous enough scare a blind man. A bad background is either overly busy, poorly contrasted, or animated. If you think your obnoxious background will keep users’ attention, think again.

Instead, use one single color for your background and keep it as simple as possible. If you use more than one color, make sure they compliment each other in a subtle way.

2. Your Design is Tough to Navigate

Getting people to visit your website is an accomplishment in and of itself, but if you’re not keeping them there then what’s the point. A website that’s tough to navigate is another way to keep people from coming back once they click the “x” on the top-right corner of the browser.

People don’t want to aimlessly search for what they want or need. Organize your website strategically so that users can easily navigate it without getting lost and left for dead.

3. Your Design Interrupts the User Experience

Even if your website is easy to navigate, annoying your visitors by constantly bombarding them with pop-up requests and ads will quickly have them running — or better yet, clicking — for the hills. In an online world filled with websites that cater to users’ wants and needs, yours needs to instantly satisfy your visitors without making them work too hard to feel that gratification. Keep the ads and requests to a minimum and you’ll do just that.

4. Your Design is Poorly Planned and Executed

With regard to planning, make sure the person you recruit to build the site is up to par. It is really step-one to your overhaul. If you’re not able to craft your own website, rely on experts who can do the job. Before you look to bring in a qualified individual or team, check yourself first. Make certain your company or organization has a clear vision and a strong reputation. This will ensure a quality hire.

Practically speaking, if you approach designing your website like an improv comedian does his or her act than chances are you’ll get more people leaving your website than he or she does laughs. Building and designing a website that serves its purpose — drives traffic and makes you money — takes time, effort, and patience. Before rushing into this project, carefully plan and prepare how you want your site to look by using a website wire frame to map it out.

With regard to planning, make sure the person you hire is on the same page. Recruiting and reigning in a top talent is really step-one to your design. If you’re not able to craft your own website, rely on experts who can do the job.

5. Your Design Doesn’t Have a Consistent Layout

An inconsistent website not only deters people from visiting it, but it makes your brand look unprofessional. When designing your (consistent) website, be sure to stay away from some of these bad design habits.

• Loud and distracting colors

• Large and bold fonts that seem to “SHOUT” and not “state”

• Small and unreadable fonts that users can’t decipher

• Visually unbalanced pages (poor text-to-image ratio)

• Spelling and grammar errors

• Inconsistent styles, color themes, and formats

• Not making sure the layout displays properly on all Internet browsers

If you pay extra attention to these points, you’ll be well on your way to designing a consistent website.

6. Your Design Includes Flash

Although animations can still have a place on your website (of course, on a very limited basis), it’s more strategic to use an HTML website because it’s properly indexed by search engines and it works on almost all modern devices. If your website visitors are accessing it on a smartphone and your website is Flash, chances are they’ll have trouble viewing it. Essentially, you want to stick to HTML websites so that you don’t waste your time and efforts designing.

If you keep some important points in mind, designing a website won’t seem as difficult as giving a heart transplant.

What are some other tips you can offer website designers looking to drive traffic? Leave a comment below.

Author’s Bio: Teddy Hunt is a freelance content writer with a focus on technology. When not behind a computer, Teddy spends the majority of his free time outdoors and resides in Tampa, Florida.