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Five Surface Errors that Make You Look Unprofessional

September 23, 2011 by Leave a Comment

I recently signed up for a newsletter and downloaded the ‘free’ eBook that was promised to me. I started reading and proofreading the eBook (habit) and found a couple of errors within it.  Mistakes happen from time-to-time; however, if they happen more than once, it may be time to pay closer attention to who’s proofreading your newsletters, brochures, web content, policies and procedures manuals, blog posts, articles and eBooks. Content matters — but error-free content matters more.

Five Surface Errors that Make You Look Unprofessional

1. Misspelled words. Let’s face it; spell check doesn’t catch all errors. Remember, some words sound the same (homonyms) but aren’t spelled the same. Examples are: there, their and they’re; pair and pear; know and no; its and it’s; you’re and your; hear and here; to, too and two; and many others. Proofreading your eBook or newsletter is the best way to catch errors. Spell check can only do so much.

2. Improper use of quotation marks. A period and or comma belong inside not outside of quotation marks. A semicolon does not.

3. Off-the-wall paragraph spacing. It’s important to have enough white space but too many spaces between paragraphs makes an eBook or other written material out-of-balance.

4. Too many spaces after a period. Most people were taught to use two spaces after a period; however, it’s best to use one space. You may be shocked to learn that some elementary and high school students across the U.S. are still being taught to use two spaces after a period. Only one space is needed.

5. Too many em dashes and exclamation points. Use em dashes and exclamation points sparingly; I even have to remind myself of this one. Too many exclamation points can be seen as obnoxious. Too many em dashes can overwhelm readers.

Surface errors happen; even Number One Best-Selling Authors aren’t immune to the occasional misspelled word. However, it’s important to present a polished end product. If your newsletter is filled with errors, your clients and customers may email you about it. Whether or not you pay attention to their complaints is up to you. Surface errors could deter clients/customers from utilizing your services or purchasing your products. Like it or not, presentation matters. Present a clean, error-free eBook, brochure, newsletter, direct mail card, white paper, etc. and you’ll make a good lasting impression.

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Filed Under: Clients, Freelance Writers, Freelance Writing, Overcoming Obstacles, Tips and Tricks Tagged With: , , , , , ,

Is Your Administrative or Personal Assistant Costing You Money?

September 21, 2011 by Leave a Comment

How can your administrative or personal assistant cost you money? By writing and sending poorly written emails to existing and potential new clients. If you don’t review emails, you won’t know if your assistant is properly conveying the tone, voice and style you want. Like it or not, your administrative or personal assistant is a reflection of you. Let me give you an example. I emailed someone, who’s in the public eye (radio, TV appearances, etc.), about the use of their services. However, I didn’t receive a ‘fuzzy feeling’ when I read the email from their personal assistant. Here’s a ‘paraphrase of the email: “So and So can assist you. It’s $X.XX dollar amount via email and $X.XX dollar amount via phone. So and So has This and That Book. If you want to figure this out on your own, I suggest you purchase the books to learn all about it. If you want to make an appointment, please respond to this email.” I declined the services and found someone else. The personal assistant cost her boss a sale, future sales and revenue from me. I also opted out of the monthly newsletter.

Here’s how I would have responded:

Thank you for contacting So and So who’ll be happy to assist you. Services cost $X.XX to $X.XX for (fill in the blank). Please note: So and So wrote This and That Book which can also be used to assist you with your inquiry. Please visit www.BuyTheBooks.com to learn more and purchase the books. To schedule an appointment with So and So, please respond to this email with your contact information and best times to contact you; we’ll schedule your appointment straightaway. Again, thank you for contacting So and So and inquiring about her services. We look forward to working with you. Have a great day!

Which sounds better? “I suggest you …. or Please note: So and So wrote This and That Book which can also be used to assist you with your inquiry. Please visit www.BuyTheBooks.com to learn more and purchase the books. Furthermore, I contacted this person so they could assist me and figure it out for me. Why would I pay their fee if I can figure it out for myself? Translation … I’ll solve my own problem! I don’t need their services.

Let’s face it; people buy on emotion. I’m not saying this is right or wrong, but nine times out of 10, clients and customers buy with their ‘feelings’ versus their ‘brain.’ If your administrative or personal assistant answers emails for you, make sure they know how to professionally write them. Better, yet hire me, and I’ll write them for you!

As a writer, I’m fully aware of tone, voice and style. Sometimes, administrative and personal assistants don’t understand how tone, voice and style can and will affect a sale. They don’t put themselves into the shoes of the recipients and think, “How will clients/customers react to this? How professional does this sound? What’s the tone and voice of the email saying? How will this email close the sale?” Quite frankly, some do not possess business acumen. While your administrative/personal assistant can’t be responsible how clients and or potential clients will react to their words, it’s better to err on the side of caution and read and re-read emails before they’re sent out.

If you’ve noticed a drop in sales or complaints from existing and new clients, read the emails sent by your administrative or personal assistant. If you want to grow your business, consider reevaluating your administrative/personal assistant’s business and soft skills (communication). This may be difficult if they’ve been with you for a long time. However, if you want to increase sales and revenue, it must be done. I couldn’t imagine Donald Trump keeping someone around just because they’re a nice guy or gal. He’d probably try to find them another position within the company; however, he wouldn’t allow an employee to cost him money. It’s something to think about.

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Filed Under: Clients, Freelance Writers, Freelance Writing, Overcoming Obstacles, Tips and Tricks Tagged With: , , , , , , , , ,

Tips to Getting Email Campaigns and Newsletters Opened

September 12, 2011 by Leave a Comment

How many subscribers open your email campaigns and newsletters? If your open rate is lackluster, perhaps it’s time to reevaluate your subject lines. Believe it or not, most subscribers take 2-5 seconds to decide if they’ll open your email. Does your subject line make them want to open your email? Why would they care about your email? Why should they open your email? Like it or not, your subject line matters. Avoid the SPAM folder with these tips.

Tip #1: Send yourself a ‘test’ email to make sure your subject line is distinct enough. Make sure you can easily read your email.

Tip #2: Keep subject line to 5 to 8 words. Did you know that subject lines that are 7 words or less (30-40 characters) have a 42% open rate? Keep it short, simple and catchy.

Tip #3: More people are reading emails on mobile device. Did you know that 67% B2b (business-to-business) and 55% B2C (business-to-customer) use mobile devices to read emails? How will your email campaign or newsletter look on mobile device? Remember, mobile devices use 15 characters in the subject line which means you need to convey your message with fewer words.

What’s the purpose of your email?

1. Does it answer why?
2. CAN SPAM Act … Clearly identify the purpose of the email.

Tip #4: Make sure you match the method and tone to your brand. Use language your audience understands. For example, if your target market is 50-70, don’t write a subject line such as “OMG! Get 50% Off + Free Lady Gaga CD With UR Purchase Today.” Your target market may not understand what it is you’re talking about.

Tip #5: Don’t over promise or use an overly clever/deceptive subject line because it could come back to haunt you.

Tip #6: Subject lines that attract attention clearly state an offer or offer free shipping.

Did you know that 48% of emails are opened because of brand recognition (or sender)? Other reasons are readers are curious, an immediate answer is promised (30.3% of emails are opened), short, promised to solve a specific problem, funny or has your brand/name on it.

Tip #7: Avoid ‘spam’ terms such as CAPTIAL LETTERS, Free, $$$$ and excessive punctuation!!!!

Tip #8: Alternatives to the word ‘free’ are Our Treat, On the House, Be Our Guest, Just for You, Giveaway, Zero Cost and Complimentary.

Tip #9: Like it or not, using ‘top’ works. For example, “Top 10 Reasons, Top 5 Priorities, Best 7 Tips and Tricks or Top 7 Need-to-Know Strategies.

Before and After Subject Line Examples

Before : Our Monthly Tax Newsletter
After: 7 End of the Year Tax Tips

Before: Go Green Association Newsletter
After: 10 Easy Tips for Going Green

Before: Fantastic Seventy Percent Reduction
After: Save 70% Off Your Total Furniture Purchase Today

Before: Get a free iPad
After: Receive a Free iPad with a One-Year Subscription

Before: Please take this survey
After: Help Us Improve Our Services

Before: Annual Fundraising Coming Soon
After: LGBT Teens Need Your Help. Attend “Everyone Matters” on September 17 and Make a Difference

Before: Attend Our Upcoming Event
After: Only Four Days Left to Register for Our Social Media Bootcamp 5.0

Tip #10: Create a sense of urgency by using the following alternatives to free:

~ One Day Left to Register for SEO Workshop
~ 7 Hours Left to Sign Up for This Special Offer
~ Register by 7 pm on September 16 to Take Advantage of This Offer

Tip #11: Using the word ‘Exclusive’ in the subject line generates a 24% opening rate on email campaigns.

Tip #12: Be personal, and you’ll make a make a warmer impression. For example, use “you, yours, we and us” in your email campaign or newsletter.

Tip #13: Ask a question. For example, “How would you like to grow your Facebook fan page by 50%?” Tailor your question for each email list.

Tip #14: State the benefits such as tips, tricks, how-to and secrets.

Tip #15: Read and reread your subject line before sending an email.

Tip #16: Know your email campaign open rate for your industry. Industries such as marketing and PR have a 13.5% open rate, medical services have 16.7% and so forth. *Varies from industry-to-industry.

Tip #17: Test subject lines to improve your open rate. Use the A/B Testing in which you split your email list in half (make an exact copy of the email). One half receives an email with one subject line, the other half receives the same email but with a different subject line. Analyze and compare the results. Note: you could send targeted emails to specific email lists.

Did you know that 69% of people click on ‘spam’ based on the subject line alone? This means subscribers are opting out of your emails. It could possibly hurt your reputation. If subscribers don’t recognize you or your brand, they’re less likely to open your emails. You can avoid this by ensuring your subject line is well written; includes your name, acronym for your business or the name of your newsletter. Recognition is vital to getting your emails opened.

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How to Communicate with External and Internal Customers

September 9, 2011 by Leave a Comment
Simple Linear Communication Model

Image via Wikipedia

As a writer, I pay attention to what people write and say. I do my best to be an astute listener and reader. Communications is my business. Lately, I’ve been reflecting on my previous work experience and the communications I’ve had with people over the years. I think about the emails I wrote and received over the years and want to cringe. I often think, “Did I write or say that? Did that person write that? What were they thinking?” You really don’t realize the impact of your words; unless, you take a step back and think about it from a reader’s perspective. You can’t control how someone will react; however, you could read and re-read your correspondence and think about how it may be received. How you speak and what you write does matter.

How to communicate with external and internal customers

1. Listen to people. Don’t interrupt people when they speak. Hold space for them where they feel ‘safe’ to openly speak their mind. Try your best not to ‘judge’ them or their words, thoughts. This can be easier said than done. Do your best to really listen to people, it will make a difference in your business and life.

2. Read and reread emails. It’s too bad I didn’t keep the emails I wrote and received. Oh well! I could always ‘recreate’ them, not. Before you send an email, it would behoove you to read and read it. What is the tone? How will it be received by the recipient(s)? Keep in mind, you can’t control how people react; however, you could take a step back and review what your words. Are they encouraging? Are they hostile? How do your words motivate people? Will they want to work with or for you? Ask these and other questions before you send an email.

3. Understand your target audience. Your audience may not understand the ‘lingo or jargon’ used within your business. Always be aware of your audience. You don’t want them to say, “What the heck is he/she speaking about?” If you’re target understands the industry lingo then by all means speak their language.

4. You need people. Let’s face it; you won’t be in business long if your customers and employees leave. A few months ago, Piers Morgan interviewed Donnie and Marie Osmond; they were big (still going strong) in the 1970s. Donnie said, “I’m an entertainer. It’s my job to entertain people.” He’s right. If people don’t purchase tickets to see Donnie and Marie’s show in Vegas, Donnie and Marie will be sent packing. Unless, of course; their families buy ALL of the tickets and sell out the show every night. I don’t think that will happen.

5. Say “Thank You” once in a while. It won’t kill you to say “Thank You” for working for me or purchasing my products and services. Let people know they matter to you. Remember, you won’t get far without the help from others. It’s something to think about.

Rebecca

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Meet Black Hat SEO, White Hat SEO’s Evil Twin

August 31, 2011 by Leave a Comment
seo block

Image via Wikipedia

You may or may not be aware of Black Hat SEO. And, yes. There is something called White Hat SEO. Who knew SEO was colorful? Black Hat SEO is an unethical way to receive higher search engine rankings and has the following characteristics:

  • Ignores and breaks search engine rules and regulations followed by most internet users.
  • Presents information in an unethical manner to search engine users and spiders.
  • Internet users have a poor experience thanks to Black Hat SEO optimization.

It’s important to create an ethical and overall good user experience  for visitors to your website. If you dabble in Black Hat SEO tactics, search engines will penalize you. Instead of using a short-term process like Black Hat SEO, use techniques that will help you in the long-run. It doesn’t make sense to gain a high ranking now, only to be knocked down later because of unethical web practices.

Black Hat SEO Techniques to Avoid

1. Keyword stuffing blog posts and articles. It’s important to use keywords and phrases that will help your website gain rankings; however, over-stuffing your website, blog posts and articles with keywords is frowned up.

2. Invisible text only search engine spiders can see. This is frowned upon as well. In actuality, it takes time to put keywords and phrases in white text on a white background. Eventually, search engines will ‘see’ what you’re doing and you’ll be penalized for it.

3. Using a doorway page. Another way some websites gain rankings is to have a ‘fake page’ that’s only visible to search engines.

FYI: White Hat SEO uses ethical techniques such as a reasonable amount of keywords and phrases, keyword analysis and other analytics, linking, backlinking, etc.

Using Black Hat SEO can backfire on you if you’re trying to establish yourself as an ‘expert’ in your business. If you’re trying to scheme and strategize search engines, who’s to say you won’t do this to your customers? Many people are becoming very conscious (aware) of how and where they spend their money. If you want to gain trust, avoid Black Hat SEO. You’ll only ‘drive’ clients and customers to your competitors. They’ll laugh all the way to the bank while you work on repairing your internet reputation. It’s something to think about.

Rebecca

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