Six Signs You are Meant to Be a Writer

It is possible for you to have a flair for writing but because of some criticism of your work, you feel you are not meant to be a writer. In spite of those doubts you might have, here are some indicators that you are meant to be a writer:

1. You have a childhood passion for writing

There is a tendency that if as a child you loved to use pen and paper mostly to write (and not to draw), then you are probably meant to be a writer. Children mostly know what they love and are meant to do, even if they cannot express it.

2. You daydream about writing

When you find yourself frequently mulling over an unwritten story in your mind especially when you are not in an environment that would permit you to write, you are probably meant to be a writer.

3. You don’t mind writing for free

Do you readily accept or even search for opportunities to write without getting paid for it? That could be another sign that you are meant to be a writer.

4. Your excuse for not hanging out with people is that you want to write

This is quite straightforward; that is, if you would rather stay indoors and write than hang out with your friends, it’s clear you love writing and you are probably meant to be a writer.

5. You have great admiration for writers

When the people you admire most are authors like Shakespeare, J.K. Rowling, Chimamanda Adichie and John Grisham, then you are probably meant to be one too. Also, if you also have a natural talent for using elevated language and you tend to use it in your writing and speech, then that is probably another indicator that you are meant to be a writer.

6. You feel empty on the inside unless you write

Do you sometimes get bothered or feel somewhat incomplete because you haven’t written for a long time? That is a sign that you are meant to be a writer.

Now, if you found yourself nodding in agreement as you read this piece, don’t quit writing yet; you are probably meant to be a writer. You just have to keep writing so that you can get better at it.

 

At The Ready Writers Consult, we have seasoned writers who will take you from thoughts to print. Ready to start working on your book? Contact us now.

How to Maximise Your Website

There are myriads of websites popping up daily on Google or other search engines. The world, already a global village, can get access to lots of content just by typing up words in a search bar. There is, however, one thing that helps some people’s websites to rank more than others. It is called web optimization.

Go over to your Google app right now, and type in ‘content writing’. On the first page, you are probably going to see articles written by Backlinko and SEMrush. Why? Because they have properly optimized their website to make sure that their articles pop up first on Google.

 

What is Web Optimization?

HubSpot’s Anna Fitzgerald calls web optimization “a set of actions that can help you improve user experience, traffic, and conversions on your site.” It helps people easily locate your website. Google and other search engines handle millions of searches every month, and with this number increasing per year, there is a need for you to up your game and boost your content visibility – there is a need for you to properly maximize your website.

 

Why is it Important to Maximize Your Website?

Let us imagine this: You love to write and you finally decided to have a blog. You start it up and come up with different blog posts, yet just 10 people in the world read your posts. And only because you posted the link up on your social media handles and they decided to check it out.

There are millions of people out there waiting for you to write. This is one major reason why you need to maximize your website – to reach those millions of audiences and create personalized experiences that will help your customers convert faster. The points below are simpler reasons for you to remember why you should maximize your website:

1. To improve your brand awareness
2. To build trust and loyalty with your target audience
3. To generate targeted traffic from interested buyers, and to increase the sales you generate from paid and organic traffic.

How Do I Properly Maximize My Website?

Now to the main question, how do I properly maximize my website?

To maximize your website properly, you will need to go with a holistic approach. This will involve using the following:

1. Search Engine Optimization (SEO)
2. Conversion Rate Optimization (CRO)
3. Copywriting
4. Analytics
5. UX Design (the frontend of your website)
6. Web Development (the backend of your website)

 

To properly maximise your website, you need to figure out what your target customers are searching on Google, how to align your content to their searches, and what you need to do to rank pages in search results.

1. Source out your target keywords

Sourcing out keywords that align with your target market is very important. In recent times, there has been improved AI-driven analysis that helps Google to extrapolate user intent based on the search inquiry. This will bring out relevant results and make it easy for you to meet the needs of your target audience. It makes it easy for site owners to think like users rather than marketers when they are creating and optimizing content.

The best way to account for your user content is by typing your keyword into the search engine and then noting the relevant results that come up. This will help you to align your content to your user, especially if it is not your article that pops up first. Read through their content. That will give you an idea of how to optimize your content. However, while you can Google each of your keywords manually, it is not an appropriate approach; instead use third-party SEO tools like SEMRush, Ahrefs, and Moz.

2. Optimize your content

For any blog post, video, or digital resource to be relevant, it has to focus on the target market. Yet, while you know your target, it is critical for you to optimize your content for optimization, to increase your ranking, and traffic to your website. This is not a difficult task to do. All that is required is for you to follow by example. To do this:

1. Integrate relevant keywords
2. Add useful images
3. Add keyword-based page titles
4. Manage your keyword density
5. Add internal and external links
6. Create meta-tags that highlight key concepts

 

3. Improve your page speed and experience using UX

For your content to rank, you need to improve your “dwell time”. This is a very important SEO ranking factor. It measures the number of seconds or minutes a user spends on your site. If a user clicks your content and it takes a lot of time for it to load, chances are that he/she will return and click on another content. And if this occurs for a lot of users, Google will rank your content as irrelevant and your position will drop. This can however be prevented. If you own content and you should test the speed right now, using Pingdom Tools, WebPage Test, Pagespeed Insights, or GTMetrix. Type in the URL, select a server location, and click ‘start test’. Once the search is over, fix the issues and scroll through to see the problems a bit of advice here. You might have to keep fixing these issues until you get a score of 90 and above.

If you also have content that is hard for your readers to understand, it will negatively impact the amount of time they will spend on your site. So, always ensure that your user’s experience is on point and give them an experience they will never forget.

 

4. Get more sites to share your content through backlinks

Networking is a growth strategy. And to rank, it is also important that you get a backlink, or link from another domain to your website. This signals to Google that your content is relevant. To get this done, note these two important steps:

1. Let your content be superb so they are worth linking to.
2. Search and contact people with relevant sites who are likely to share your content.

 

Conclusion

As mentioned above, there are several ways you can properly maximize your web. The question for you is – are you willing to go through the process of giving your target audience the best or do you just want to post online?

 

Ifemide Omolawal

Why Publishers And Literary Agents Will Reject Your Manuscript

Why would publishers reject your manuscript?

So, you’ve chosen to pursue traditional publication. Maybe you’ve already had success with self-publishing and are looking to tackle the mainstream, or maybe your brand of literary fiction isn’t especially suited to the cutthroat Amazon marketplace – whatever the reason, you’re now in an unenviable position: facing the stern gatekeepers of the literary establishment.

The next step is to decide whether you’re going to try for a small press or a large publishing house. If the latter, you’ll need a literary agent, as there are very few big publishers who still accept manuscript submissions directly from authors. This adds a new step in the process, but thankfully submitting to a literary agent is much like submitting straight to a publisher – you still need to wow them.

As I’m sure you’re aware, getting published is far from easy. Publishers will reject your manuscript and not think twice about it. Many writers amass dozens or even hundreds of rejections before their book is eventually accepted, and while many factors influencing acceptance or rejection will be out of the author’s control, it’s important to know why manuscripts are rejected. Armed with this information, you’ll stand the best possible chance.

What are the reasons why publishers reject your manuscript?

Reason 1: Timing

Often, the reason why a publisher or agent will reject your manuscript has nothing to do with the quality of your writing – rather, it’s simply a case of bad timing. This can be especially frustrating, since your submission isn’t to blame and, short of infiltrating the publishing house, there’s nothing you could have done.

That said, being aware of how important timing is in the publishing journey can help you avoid (or at least understand) these most impersonal of rejections.

Market dips and cash crunches

Put simply, the publisher may reject your manuscript because they don’t have the cash to throw around at the moment. Maybe the market’s in a bad place, maybe they’ve not met targets this year, maybe they’re laying off staff – publishers are businesses, remember, and operations are just as cutthroat at Lil’ Red Pine Books as they are at your archetypal American Psycho corporation.

Often, the editor rejecting your book might not even know the reason for the slump – they’ll simply have been told not to take on any new books by the powers that be.

Sales departments and distributors

Two more frustrating obstacles between you and sweet publication are publishing house sales departments and distributors. A note from either of these entities to a commissioning editor – about how, for example, vampire YA just hasn’t been selling this quarter, or how sales of cookbooks are inexplicably way down in the Midwest – can pop your balloon before the editor’s even finished reading your query letter.

Inventory glut

It may simply be that, when you submit, the publisher already has a backlog of your particular genre to work through. Maybe your dark fantasy epic is great, but if the commissioning editor’s list already has three dark fantasy epics, they’re not going to have any space for you. Try again in a year or two.

Reason 2: Genre issues

Sometimes, publishers will reject your manuscript due to the genre. This could be due to the issues of timing I’ve already discussed, but it could also be that the publisher or agent you’ve chosen doesn’t work in that genre or can’t see a big enough return in its current audience.

Submit to the right people

Before you send off any query letters or manuscript samples, make sure the publishing house or literary agent you’re approaching actually deals in your genre. There’s no sense submitting your sci-fi odyssey to an agent who deals only in literary fiction, and you’re wasting your time submitting a graphic novel to a publisher who’s never touched one before. This information will be easy to find on the agent/publisher’s website.

Profit versus loss

No matter how good your novel is, if its genre is so specific that it’s only likely to appeal to a small group of readers, publishing houses simply won’t be able to turn a profit. And if they suspect so, then obviously they’ll reject your manuscript. Bear this in mind before pitching your book as a literary werewolf murder mystery written in verse and set in ancient Greece. It might be fantastic, but if only two people are going to read (and love!) it, publishers won’t be interested.

Reason 3: Manuscript and craft flaws

Now we get to the most obvious decider of your manuscript’s fate: craft. By this, I mean how good your book is – how well-written, how engaging, how relevant, etc. Now, craft is a multi-faceted thing, so I’ll limit myself to the big issues.

Authority

Authority is a difficult thing to put your finger on. In her excellent article on rejection, Constance Renfrow defined authority as ‘absolute control over the language: every word is exactly right, placed just where it belongs, creating a narrative voice that says, “You can trust me. I know what I’m talking about.”’

This ineffable quality is difficult to introduce and maintain, but if your text doesn’t have it, they’re going to pass.

Language and style

A good editor will be able to tell from the first paragraph whether a manuscript is ready or not purely by the author’s style and use of language. A classic example is writers who submit what they call a ‘fiction novel’. If an editor sees this phrase, they don’t even need to read the sample.

Other red flags include overly flowery language, excessive use of clichés, flat writing, bad grammar and spelling, etc. These days, staff editors don’t have time to perform miracles on messy manuscripts, and will pass on books that might otherwise have a lot of potential if the text isn’t up to scratch. This is a common problem; often a book will have a great concept but will be let down by poor execution. Long story short: if your prose isn’t up to scratch, that manuscript’s going no further.

Tone

Problems of tone are as common as problems of language and style, particularly among certain genres. Sometimes, a writer will try to be as shocking and controversial and obscene as possible, all at the expense of decent content. This trick fools nobody – it is glaringly obvious that the writer simply has nothing to say. Alternatively, maybe the manuscript is excessively didactic, preachy, and moralistic; instead of posing interesting questions, it’s telling the reader what to think. That might be satisfying for the author, but readers aren’t browsing bookshelves looking for a lecture, which means publishers aren’t trying to sell them.

As with problems of language and style, a commissioning editor or literary agent will pick up on problems of tone straight away, so make sure you’re walking the fine line.

Content

While style, tone, and language are all of vital importance, they shouldn’t eclipse content. After all, your text can be as pretty and tonally appropriate as can be but, if nothing actually happens, your manuscript won’t make it far. Problems of content are particularly common in literary fiction, where writers feel they don’t have to worry as much about story. But, as any editor will tell you, there’s nothing more off-putting than text that, while stylistically problem-free, is deathly boring. This means creating an interesting setting, filling it with interesting characters, and having an engaging plot.

Reason 4: Submission errors

Of course, even if your timing is good, you’ve been savvy about genre, and your manuscript is top-notch, if your submission is poorly put together, you won’t get anywhere. There are lots of Dos and Don’ts when it comes to communicating with literary agents and publishing houses, some better known than others, but the most important thing to remember is that agents and publishers are looking for reasons to reject you – their slush piles are huge and their time is limited. To avoid falling at the first hurdle, be aware of these common reasons for rejection.

Attitude

While I’m sure this would never apply to our lovely readers, every literary agent and commissioning editor has dozens of stories of writers who’re inexplicably rude (or downright offensive) in their query letters or email correspondence. Obviously – obviously – being unpleasant in your communications is not going to get your manuscript accepted. Be more than professional: be nice.

Quality of query

Editors and literary agents are busy people, and they go through hundreds of query letters a month. You have maybe fifteen seconds in which to seize their attention, so your query letter had better be engaging right from the start. Utilize a good hook and summarize your book’s plot, its readership, and its genre. If you’ve already got a following or publication history, mention that, as well as any awards you might have won. Be professional and concise, and don’t waste your readers’ time with convoluted introductions. Oh, and avoid flattery and – needless to say (or so you’d think) – bribery.

Misrepresentative samples

This one’s simple: if the submission process involves you having to send a sample of your manuscript, make sure it’s a sample that’s representative of your whole book. Don’t send a prologue – prologues are more like framing devices than they are actual stories – and don’t send the weird flashback chapter where your romance novel briefly transforms into a horror story.

Failing to follow instructions

Follow every instruction your recipient gives to the letter, even if it’s given on some obscure page of their website. Remember: agents and editors are looking for excuses to reject you. If they specifically ask you to mail in your manuscript and you send it as an email attachment, they’re not even going to read it.

Submit!

If the above hasn’t dissuaded you from trying, you’re probably made of stern enough stuff to face the long road to traditional publication. Don’t expect a quick or easy journey, but don’t let rejections put you off – gather them like trophies! With each new submission, try to be conscious of and avoid pitfalls of timing, genre, craft, and submission. You can’t force an acceptance letter, but you can make sending it a whole lot easier.

Culled from Stand Out Books

Your Key Guide to Publishing A Book

 Publishing a book can be so much of a herculean task, especially if you do not know or have the right information to get you started. Once your manuscript is ready, you have to release it to the care of competent editors who will take it through the developmental editing  and copy-editing stages and have it proofread so that your thoughts are well articulated and captured so that no part of your ideas are missing in the print. After which your next step is to locate the perfect market niche publisher to publish your manuscript, and finally a marketer to push your book to its target audience. While these seems like a journey that might take forever even before you get started, the publishing tips below which would serve as your key guide to publishing a book have been collated to make your journey on book publishing an easy one.

#1. Choose the Topic That Best Interests You for Your Book

Most new Writers just want to write without considering a niche that interests them, and as a result ends up with a drudgery writing task.  Before you delve into writing, you should consider topics in the areas that best interest you, just so you do not end up getting stuck on your writing.

#2. Draft An Outline For Your Book

After finding a niche that interests you, you should draft the skeletal part of your book. You might use infographics to outline what areas you want to cover in your book.  The importance of drafting an outline for your book, is to help you stay organized and on track during your writing.

#3. Write out Your Thoughts

At this point, you do not have to worry about making a mistake. Just write down your thoughts and ideas using the outline you drafted as a guide. Don’t bother so much on how crappy your manuscript may appear, just write, and rewrite thereafter.

#4. Choose A Good Title For Your Manuscript

After you are done with penning down your thoughts and ideas, the next thing to do is choose a title for your book. You don’t want to end up with a boring title, so you might want to consider getting a short and catchy title. However, you should have SEO keyword in mind, especially if you desire to launch your book digitally as an e-book. This is to help get your target audience to see your book even faster.

#5. Proofread And Edit Your Manuscript

This is really as much as important as the entire writing process of your book, and if not well done, could cause a big setback for your book. You just shouldn’t overlook this aspect, as no one is going to read a crappy book. Except of course your manuscript is just for your personal book shelve. You should proof and edit your manuscript, after rewriting.

After rewriting your book, you should not jump into editing. You should probably take a coffee break before reading through what you have written but this time not as the writer. This will enable you pick out those things you might not find appropriate as a reader rather than as a writer.

However, to give your manuscript the immaculate error-free it deserves, you should consider getting a professional developmental editor. SOI Publishing renders this service efficiently, you might want to reach out to us for your editing/proofing generally.

#6. Find A Publisher

After your manuscript has been thoroughly proofed and edited, the next thing is to find a publisher that publishes manuscripts in your niche. You certainly do not want to take a manuscript dealing with topics such as love or romance outside academic, to an academic publisher.  You need not be told your manuscript would be rejected. So take your time and research into the publishing field to find out the best publishers for your manuscript.

Should in case you get stuck in your journey to being an author, SOI Publishing is ready to help you with the whole process stated above. You only have to think it, and we would transform your ideas into a finely finished book.  Reach out to us now.

Chima Rachael J.

4 Mistakes You Should Avoid When Working as a Freelancer

One of the easiest ways to grow your business as a freelance writer is to avoid making preventable mistakes. You can speed up your path to success by avoiding the following mistakes.

1. Working for friends and family

Many people in your immediate circle might be excited to help you start or grow your business. You might be interested in the prospect of helping them with a project they don’t want to do or don’t have time to do. This is a best-case scenario when working for someone you know. In the worst-case scenario, however, a friend or family member might not have any clue about market rates for freelance projects. They might assume that they’re entitled to a steep discount because they know you. And worst of all, if the business relationship goes south, your friendship or relationship could be damaged.

Another possible downside to working with someone you know is it can be hard to separate your personal and business life. For example, consider the tension that could be created if you’re working for a friend whom you’re connected to on social media and you’re late on their project. If that friend sees you posting pictures of your latest outing when their project is overdue, bad blood can ensue.

If you choose to work with someone you know, go the extra step of explaining your process. Someone who doesn’t fully understand your world as a freelance writer might need help understanding that you don’t work for them alone and that you could be busy with multiple projects at once. Before committing to work together, offer a basic overview of what they can expect.

2. Taking on low-paying, high-stress clients

As a new freelance writer, you’ll probably be excited when anyone offers you work. But this also means that it’s far too easy to end up in a cycle working for clients who don’t pay you enough. Considering the relatively low minimum wage and the challenges of leaving your house to pursue other income in a more traditional part-time job, an offer to pay you $0.05  per word might seem like a good deal.

But then when you sit down and factor in how much work you had to do to land that client, research the ideas, write and complete the work, you realize you might be making minimum wage or less. As a newbie, it’s common to accept lower rates than what you’d take if you’d been in business for a decade. But the truth is that you can’t live on low wages forever, and it also doesn’t reflect your growing experience and talent.

As your freelance writing ability and client list grows, so too will your rates. Don’t beat yourself up if you suddenly come to the realization that you’re charging way too little. Either fire these clients once you’ve replaced the income with someone better or tell the client that your rates are going up, including an effective date, and give them the choice to pay your higher rates or to move on.

3. Plagiarizing others’ work

In the business world, there’s no faster way to burn bridges as a freelance writer than to copy someone else’s work. It’s bad business, and even if you’re lucky enough to slide by once, why would you want to? Eventually, your clients will find out and be disappointed, and you will have lost their business and any jobs they might have referred your way.

This is a lazy way to approach your freelance writing business and not ever worth the risk. I’ve worked with dozens of clients who came to me after they discovered that another writer was plagiarizing, so just assume your clients are checking your work for originality. Having a unique style and approach to each project makes you more marketable anyway.

4. Overbooking yourself

It’s a new freelance writer’s dream — and worst nightmare — to be so overbooked that you miss deadlines and upset current clients. There’s no easy well to tell what your own schedule should look like since this depends on the time you have available. One freelance writer might be comfortable cranking out 10 articles a day whereas another feels totally exhausted after doing the research for one.

If you start to feel like you’re barely keeping up with your projects or that you’re making mistakes and clients are making comments about it, this is a key sign that you could be overbooked. But there’s an upside to being overbooked once you dig yourself out of the weeds: It’s time to raise your prices. There’s obviously a demand for your services when you have so many clients that you can’t keep up with your current projects, so it might be time for you to raise your rates for any new clients you take on.

It can take some time to find your footing as a freelancer, and you’re likely to realize your own limits just after you’ve passed them. It’s a good reminder to decide how best to handle the situation so that it doesn’t happen again. If you’re overbooked, you might need to log some extra time in front of the computer, let a client go, or raise your rates immediately since there’s such a high demand for your talents.

Culled from Entrepreneur

How Content Marketing Brings the Best Out of Your Business

 

Building a strong connection with your audience has become crucial for all businesses to get ahead.

Doing this successfully requires the proper use of content marketing.

This post, for instance, serves the purpose of informing and educating you on how to use content to get ahead in your business. And that’s one of the purposes of content marketing.

Content marketing includes information that is shared through writing, audio, or video via various platforms to communicate with an audience, thereby building trust, increasing traction, establishing authority, and generating leads for businesses.

It is not done for the purpose of making sales alone. It serves the purpose of gradually building a good relationship with a potential audience – or target audience.

It is also a means of educating the public on certain topics, depending on the niche you’re in. While this helps to make people learn, it also helps your brand build authority in that field, which in turn builds trust. And trust helps improve sales.

 

Benefits of good Content Marketing

Content marketing is important for many reasons, some of which are:

• It helps to build authority with consumers: Creating content that shows that you understand the niche helps to position your brand as one that knows its role in the market.

• It builds trust: Content captures the audience’s attention and helps them get a feeling that they are understood by a brand, making them have a feeling of ‘we know them’ and ‘can trust their service’. This makes them want to look out for the brand when they need that service. This will also increase your brand’s reputation.

• It helps the business generate traction: Lead generation is important for business. While it’s important to create informative content, it also needs to help the audience take action: whether recommending the brand, sharing the content, or even making a purchase. This is why a Call to Action (CTA) included in the content pieces are helpful.

• Helps build visibility/Awareness: The more you create content that is consistent and useful to your audience, the more your brand gets appropriate visibility and awareness. The consumers will help speak for the brand due to the benefits they’ve enjoyed.

 

Forms of Content Marketing

Content marketing is carried out using various mediums which are mainly categorized under one of these three: writing, audio, and visual format. Specifically, it can be done using the following mediums:

• Blog posts
• Podcasts
• E-mail
• Infographics
• Seminars
• Webinars
• Social media applications, and many others.

When choosing a marketing form, it is important to look out for one that will be ideal for your business, and then place a lot of focus on that platform. This decision should be based on which platforms your target audience use the most.

However, this does not mean that you can’t use more than one platform. For example, ideally, a baker would use a platform that allows for picture display like Instagram to market the business, but can also use websites to publish blog posts that will be beneficial to the audience in the form of information that will help build authority, and help customers make easy purchase decisions.

 

Creating a Good Strategy

Here are the necessary steps for creating a good content marketing strategy:

• Understand your target audience
• Establish brand style.
• Have a content marketing goal
• Choose the appropriate means of reaching your audience
• Create a content calendar for the platforms
• Create content
• Publish the content
• Promote content
• Measure results
• Tweak content according to results derived
• Rinse and repeat

 

Conclusion 

Content marketing is the use of appropriate channels to create content that would promote a business, build trust with customers, and establish authority in that field. Mediums used in content marketing include social media and websites. A proper marketing strategy is needed to push the best content for businesses.

Five Reasons You Should Abandon the Traditional Advertising Mindset

 

In today’s world, there are many competing viewpoints – for everything you agree with, there is an alternative point of view. I aim to set one point straight today: The traditional mindset needs to be put down.

The traditional advertising mindset refers to the status quo that has been accepted by companies with their marketing agencies. They get comfortable dressing up vague ideas and painting them in various lights. Alternatively, a data-first approach is black and white — either it works or it doesn’t. The traditional mindset lacks accountability, honesty and effectiveness.

My agency was once running digital lead generation campaigns for a client. We had all necessary trackers in place to attribute form submissions to our ads and collaborated with the client to confirm which leads turned out to be fruitful customers. Upon reviewing the numbers, our ads resulted in a confirmed 366% return on investment, not even considering potential future value. So you can imagine our shock when we reported this to the client’s decision maker, and their response was: “I’m frustrated with digital because I feel powerless. With traditional, at least I can drive by my own billboard …”

This is the mindset that, let’s be frank, we vehemently oppose and battle against every day. Maybe you share this frustration. Maybe you lean traditional but think this example is absurd. Or maybe you even share the sentiment in the client’s response. Regardless, here are five reasons for you to abandon the traditional advertising mindset and shift towards a data- and revenue-first approach.

Your opinions don’t matter; data matters.

There is a simple reason that some businesses fail and others survive. With all other things being equal, it is fair to say that a business that survives sees what works and does it repeatedly. The same principle applies to advertising. Too many times we have seen agencies that deliver exactly what the client wants, simply because they want it — and then the campaign fails.

We never run a campaign based on what the client thinks they want. Instead, we come to them with data showing what works. If there’s one saying that has helped us build trust and break down the traditional mindset with our clients, it’s this quote attributed to W. Edwards Deming: “In God we trust, all others must bring data.”

You can improve your tactics real-time; no more getting stuck in a rut.

Real-time account optimization is not only beneficial for us advertisers — it’s even more important for clients since it saves you money. Here is a solid example that manifested from an unfortunate situation. Hurricane Irma was one of the most devastating hurricanes in modern-day history and was projected to make landfall in Florida. About 36 hours before Irma made landfall, its path changed and it was aimed directly where we’re located in Tampa, Florida. When the news broke, we shut off various accounts for three days and saved our clients a combined $14,536 by not paying to deliver ads during a time when no one would convert.

You can attribute return on investment.

A 2014 survey revealed that 93% of CMOs said that they are under more pressure to produce an ROI. This insanely high static is just another example of how and why the traditional mindset should be broken down. Attributing an ROI to your campaign is not only possible, but it should be a standard across all agencies. Using conversion pixels and analytic tracking, we can attribute ROI for our clients by comparing revenue versus spending. A conversion pixel is a piece of code placed on the backend of your website that allows advertisers to track online interactions and attribute them to various campaigns. As we like to say around our office, “a campaign without metrics is a campaign without merit.”

You can combine the power of traditional and digital media.

In 2009 we coined the term “The Activation Bridge,” and since then it’s been the best way to get the point across to clients about taking a digital-first approach. The Activation Bridge is a means to close the gap between traditional and digital media to create an effective, holistic advertising strategy. We do this is by taking a digital-first approach to solving a client’s problem. By accessing behavioral targeting through our digital products, we can figure out exactly who is engaging with a product or service and then apply that data to a targeted traditional media approach. Through this process, we are once again able to steer our clients away from the traditional mindset of jumping on board with an idea that simply sounds good in theory.

You can evaluate your business goals more objectively.

The traditional mindset is clearly ego based. The ego has been proven to be a good thing and in many cases, allowing you to be more competitive and driven toward your goals. The issue surfaces when the ego starts to take over the way in which you operate.

In the instance where a client wanted to see the company on a billboard, the ego clearly won. Yes, you can see yourself on a billboard, but what direct benefit does that have for your business? At some point, you must subdue the ego and let the facts speak. The fact that you are not seeing your digital ads every time you pop online is a good thing. It means we have vetted the target market appropriately and are optimizing the campaign based on purchases. Unless you are directly in that behavior-based target, you probably won’t see the ads.

The traditional mindset approach toward advertising is destructive and irrational. It can foster unhealthy relationships with clients, and the “big idea” — the idea that sounds cool but isn’t backed by ROI-based data — doesn’t cut it anymore. Approaching your campaigns with data to show an ROI is key in today’s market, and there’s no better way to do it than using a digital-first approach.

Culled from Forbes