7 Steps For An Effective Social Media Marketing Plan

 

Social media is a vital marketing channel for businesses of all sizes. The common question a few years ago, “why should our business use social media?”, is now being replaced with, “how can our business grow with social media marketing?”.

As a social media marketer, this makes me very excited. What doesn’t make me excited is how many businesses are still trying to market on social media without a documented strategy. In this post, you will learn the seven steps your business must take to create an effective social media marketing strategy.

Step 1: Audit Your Current Social Presence

“Know thyself. Know the customer. Innovate.” – Beth Comstock

Before you strategize about where you are headed, take a quick look at where you are. A few areas to consider when auditing your business’s social media presence are:

• Which networks are you currently active on
• Are your networks optimized (photo and cover images, bio, URL, etc.)
• Which networks are currently bringing you the most value
• How do your profiles compare to your competitors’ profiles

We offer a total online presence audit that includes a deep analysis of your social media, content, SEO, and web structure with a presentation of key priorities and recommended plan – Check out our Total Online Presence Audit.

Step 2: Document Who Your Ideal Customer Is

“The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.” – Peter Drucker

You will want to get as specific as possible with this part. For example, if you identified your target market as parents it would be ok. However, if you identify your ideal customer as a parent that lives in the United States, is between 30 and 50 years of age, earns over $70,000, primarily uses Facebook and has an interest in outdoor activities you will have much more success.

Even the best marketers will fail if they are marketing to the wrong audience. Answer the following questions to help you come up with a highly focused buyer persona:

• Age
• Location
• Job Title
• Income
• Pain Points (that your business can solve)
• Most Used Social Network

Step 3: Create A Social Media Mission Statement

“What makes you weird, makes you unique and therefore makes you stand out.” – Dan Schawbel

Your social media mission statement will drive your future actions, so make sure you put some thought into it. This statement will make it clear exactly what you plan to use your social media presence for and should reflect your brand identity. Keep in mind your ideal customer when trying to create this statement.

An example mission statement might be “to use social media to educate current and potential customers about digital marketing, with a focus on social media marketing.” Once you have this statement documented, it will make it simple for you to decide what to share and create.

If it doesn’t align with your mission statement, forget about it. Businesses that post randomly without a guiding mission will fail. People follow experts, not generalists.

Step 4: Identify Key Success Metrics

“If you cannot measure it you cannot improve it.” – Lord Kelvin

How will you determine if your social media marketing efforts are successful? I am not just talking about gaining more followers, I am talking about making money. After all, it is hard to rationalize spending time and money on something that isn’t improving the bottom line.

A few metrics to consider measuring are:

• Conversion Rate
• Time Spent on Website
• Reach
• Brand Mentions
• Sentiment
• Total Shares

Step 5: Create and Curate Engaging Content

“Content is where I expect much of the real money will be made on the Internet.” – Bill Gates

Sadly, many businesses jump straight to this step. Hopefully, this post has made it clear that there are several vital steps that you must take before you start creating and curating engaging content to share on your social media channels.

Let’s now discuss the fun part, posting to social media. You know who your ideal customer is and you used that information to create your social media mission statement. Armed with this information it should be easy for you to begin creating and curating content. So, what exactly is considered content? Here are a few examples of content you could create:

• Images
• Videos
• Blog Posts
• Company News
• Infographics
• eBooks
• Interviews

The list of content ideas goes on and on, but make sure you focus only on forms of content that align with your mission statement, as well as your skill set. Content is what fuels social media, so it is crucial that you consider creating high-quality, engaging content as a top priority.

I strongly recommend that you create a content calendar that outlines how often you will post to each network, which topics you will share and when you will share them.

Step 6: Invest In a Social Media Management Tool

“We live in times in which ordinary people can do amazing things using the right tools”

Most marketers have a secret, they leverage tools to boost their productivity. Ok, maybe it isn’t a secret, but without tools, marketers would face constant burnout (many do even with tools). When it comes to social media, having a social media management tool allows you to scale your efforts with ease.

One of the main benefits of a social media management tool is the ability to schedule posts ahead of time. Remember that content calendar you created? Make sure your scheduled posts in your social media management tool align with your content calendar.

Step 7: Track, Analyze, Optimize

“If you torture the data long enough, it will confess to anything.” – Ronald Coase

This may be the most important step when it comes to succeeding on social media. Even the best social media marketers rely on trial and error. It might seem basic, but tracking your results, analyzing the data and then making tweaks to optimize them is crucial.

Each previous step should be re-evaluated after you have had time to analyze the results of your marketing efforts. Let the data drive you. If it is telling you Facebook or Twitter is your most effective channel, consider doubling down.

A great social media strategy is never set in stone. It is a constant work in progress that changes when necessary. So get out there, create a strategy and start optimizing it as you continue to grow and learn more about your business and your audience.

If you would like the TRW Consult team to just do your marketing for you, click here.

 

 

Culled from Duct Tape Marketing

The 10 Biggest Mistakes New Authors Make

 

I have to preface this post by noting how easy it is to make mistakes when you’re on the road to becoming a published author. This is an emotional journey, and ego can sometimes get in the way. Then there’s the many details you must hold, which even publishers get wrong from time to time. I’ve experienced firsthand the pain of a few or more projects that went to print with pretty egregious problems. And it hurts. Sometimes entire print runs are destroyed as a result. These top 10 mistakes are among the most common I see in my work with authors. Some are about mindset and others are more technical oversights. If you’ve made any of these mistakes, you’re in good company. The best we can do is learn, and spread the word so others take heed.

1. Believing what they want to hear.

This one’s tough to begin with, but writers need to hear it. Many authors get derailed from their projects or coaxed into doing something with their books that goes against their better judgment. This can happen with traditional publishing when an agent or editor tells you to change your project because they’re sure they can sell your book. It happens with subsidy publishing companies that try to sell you all sorts of stuff you don’t need. At this stage of the game, as hard as it might be, it’s time to start to treat your book like a product, not a baby. Having too much emotional attachment can lead to problems.

2. Not taking advantage of every available digital platform.

A lot of authors decide to publish their e-book right out of the gate with Kindle Select, forgoing opportunities to publish on Nook and other digital platforms because they figure all that really matters is Amazon. This is a lost opportunity. If you’re publishing traditionally, this one won’t apply to you, but no matter how you publish your e-book, publish widely. Especially now, when plenty of readers are choosing not to buy from Amazon.

3. Deciding that they don’t need a marketing campaign, or starting one too late.

Marketing starts way before your book is published. Many new authors decide they’re not going to market their book, until their book comes out and nothing is happening. It’s not selling and they don’t know what to do. Then they try to hire a publicist, but it’s generally too late. I’ve worked with a number of women who’ve had to come around to the idea that they are worthy of spending money on a marketing campaign. These are extra dollars, and the psychological barrier can be high, but really all authors in this day and age — self- or traditionally published — should hire a book publicist.

4. Believing that more is better.

More is not always better, and you want to be careful about what you’re signing on for. Many subsidy publishers, for instance, offer publishing packages that include a host of items, which sometimes sound so impressive that you feel like you’re getting A lot for your money. However, things like your Library of Congress number, your ISBN, or filing your copyright are services that cost the publisher next to nothing. Be wary. I’ve seen subsidy publishers offering things like book trailers, postcards, and even trips to Book Expo in New York to the tune of thousands of dollars. Don’t get stars in your eyes. Use your money wisely and shop around.

5. Going renegade.

This is easy to do. Many authors go renegade because they’re trying to save money. They feel that they’ll “figure it out” as they make their way through the publishing process. I assure you that going renegade will cost you in the long run. Invest in a single consultation with an expert to better understand your options and what makes sense for you. Be realistic about how much you actually understand about publishing. You don’t have to reinvent the wheel. Don’t overspend for no good reason (point #4), but don’t skimp on getting necessary help, either.

6. Not doing enough research on who they’re publishing with.

Many authors just follow ads to a certain publishing solution and stop there. It’s important to do due diligence and research. There are thousands of posts online about the difference between CreateSpace and Ingram Spark, for instance. There are a whole host of partnership publishers (like She Writes Press, Turning Stone Press, and Inkshares) popping up all over the place. Many of them are mission-driven and operate totally outside of the traditional or self-publishing model. Ask for references, and make sure you feel good about the company you’re going to be doing business with. You might also want to check the author-advocate site Editors & Predators just to see what’s what.

7. Believing that “traditional” is better, no matter what.

This mindset will limit your publishing opportunities. I’ve seen authors languish for years (literally) in the space of trying to find an agent or waiting for an agent to secure a publishing deal. Traditional publishing is also suffering in two distinct ways: the barriers to entry are so high that it’s alienating its base; and it’s so focused on author platform and “big books” that it’s losing relevance fast. Many more authors than ever before are opting out of traditional publishing for more control and better profit margins on their sales. It’s cool to aspire to traditionally publish, but if you’re not getting bites, don’t let your book die on the shelf just because you harbor some sort of judgment about alternative publishing paths.

8. Failing to get sample product.

If you’re going to publish with a hybrid or partnership press, or even if you’re going to print your self-published book with CreateSpace or Ingram Spark, get samples! If the company won’t provide them for free, invest the $10 to order one of its books from Amazon. You want to see how the books look and feel. Most authors I work with do not ask for samples, and this is putting a lot of faith into the hands of a company that’s producing something so important to you.

9. Not hiring professionals.

A lot of self-published authors skimp on editorial and production, but it’s such a bad mistake. Every book should be copyedited and proofread — ideally more than once. There are so many elements to track when it comes to book design, and it’s incredibly easy to make mistakes. Over the course of my career as an editor and publisher I’ve seen all the many mistakes that get caught post-production, and this is with a professional team working on books. Things like running heads, pagination, tables of contents aligned with chapter titles and page numbers — the list goes on and on. Have someone who knows what they’re doing review your laid-out pages too. It’s crucial to review, review, and review again prior to printing your book.

10. Choosing a print run over print-on-demand (POD).

Some authors should get a print run, but most should not. Unless you absolutely know you can sell 1,000 copies within the first year of publication, don’t get a print run. And brace yourself for the fact that selling this many copies is a lot harder to do than you might think. Too many authors naively believe that they will easily sell thousands of copies. I’d urge you to start to consider that selling 1,000 copies as a self-published author constitutes a success. Many of your sales, you must remember, will be e-books. POD is awesome because you only pay for what you sell, so, for the vast majority of you, POD is a smart business decision.

Ready to start your publishing journey? Our team at SOI Publishing can help you make the best publishing decisions. Talk to us. Let's make your book the next bestseller.

 

Culled from Huff Post

Drive Traffic to Your Author Site (4 Tricks You can Use)

 

Being a self-published author means embracing the Do It Yourself (DIY) mindset when it comes to producing and selling your book.

It’s up to you to get your book’s cover designed, build a following on social media, and create an author site that attracts new readers.

You may be saying “check!” if you’ve already designed an author website. You might even be going for the “double check!” if you regularly update your author blog.

But simply having an author site won’t lead to more book sales.

To stand out in the sea of self-published authors, you’ll need to ensure your site content is fresh, valuable, and entertaining.

You’ll also need to try some tricks of the trade in the digital marketing realm to help you get viewership in more places.

Grab your pen and paper — you’ll want to remember these 4 effective ways to revamp your author site and drive traffic to it.

Optimize Your Content

To get repeat customers. the content on your site needs to build a sense of trust with our readers.

That means providing timely, relevant content that clearly communicates your experience as a self-published author, and why potential readers should buy your book.

To drive traffic to your website, make sure it includes the following essentials:

• Your book covers and descriptions
• A thorough About the Author page that includes an image as well as a clear and entertaining description of your inspiration, your credibility (including any awards received), and a list of your works
• Links to where your readers can buy your books
• An option to sign up for your email list or join your social media community
• Testimonials and reviews
• “Share” buttons so readers can suggest your site to friends
• Multi-media posts that are visually appealing

Create a Community

In order to have an effective author site and drive traffic to it, you’ll need to make it a place where readers can come to relate to not only you, but other authors, readers and subject experts.

Create a sense of community through your author site with the following tips:

• Linking to authors that have an established voice in your subjects. In order to build a relationship with established authors who may cross-promote with you, sending you a few of their readers, reach out to them first. That means doing blogs like “My Top 10 Favorite Authors This Year” and linking to their sites
• Enabling a comment section or forum on your author site and encourage your readers to weigh in on hot topics or advice. Provide ground rules to ensure the conversations are safe and respectful
• Join Facebook and LinkedIn groups and engage in the conversations, eventually leading them to your site
• Comment on posts on blogs and sites like yours
• Make face-to-face connections at book readings, writing retreats, and other social events that cater to your brand

Build a Social Media Following

Studies show that between 2005 and 2015, social media usage rose from 7% to 65%, making social media a fruitful way to connect with new audiences.

Building a social media following that will drive traffic to your site goes beyond a post here and there.

So how do you send more readers to your author site through your social platforms?

• Be sure your social media platforms are speaking to the same audience you want to send to your website
• Cross-promote by sharing the posts of others and tagging them
• Be sure you’re utilizing the platforms people from your target audience visit regularly
• Use trending and relevant hashtags
• Tracks your results using social media analytics

Know Your SEO Basics

SEO, or Search Engine Optimization, is where your site ranks on search engine searches, or how far up you appear on a search list.

By making a few tweaks to your author site, you can appear higher on searches, making readers more likely to click on your site.

There are 2 types of SEO, on page and off page:

1. On-page SEO is the content within your website that is viewable to the public. Certain keywords, images and other details you might otherwise overlook can affect where you show up in online searches.
2. Off-page SEO is content picked up by the search engines from behind-the-scenes things that involve your website coding. You’ll deal with this a bit less doing basic websites.

How to increase your on-site SEO rankings:

• Use keywords that your ideal readers search for. Include these keywords in your headlines, blogs, and other content
• You can determine which keywords to use by jotting down some words and short phrases that come to mind when you imagine what your ideal reader would be searching for
• You can also do some keyword research by searching for a term or keyword and seeing what other searches pop up relating to it. Sound daunting? Let tools like Google Adwords do it for you
• Be sure you’re producing plenty of original content, as SEO engines rank organic content higher
• Include plenty of relevant links to other pages on your site as well as other sites. When you link to other quality sites, SEO engines trust that you, too, provide quality content for users

How to increase your off-site SEO rankings:

• Ask other authors to share or link to your content. If they’re rated highly on SEO rankings, your links will be trusted as well
• Increase your social engagement. If you have a high amount of engagement on the social media pages that link to your site, your ranking will go up
• Become active in other forums like Goodreads and other author discussion forums to increase your web appearance,

Once you have a high-level idea of how to approach increasing your author site traffic, it’s time to dig into the details. Start by optimizing your social media strategy to sell more copies of your book >

Stuben Press

3 Tips for Careful Writers By Mark Nichol

 

1. Know the Rules
This doesn’t mean to simply remember what you learned — or what you think you learned — five or fifty years ago. Careful writers continuously educate and reeducate themselves about grammar, syntax, usage, and style. In preparing to write my posts over the last few years, I have engaged in extensive research, consulting print and online authorities to confirm or correct my own understanding of what constitutes good writing. Confront your prejudices, and check your recall and understanding of the basics. Most important, don’t believe everything you think.

2. Be Open to New and Unusual Usage
Language changes and careful writers must change with it. This doesn’t mean that you should abandon your high standards and accept colloquial language; some contexts simply do not allow for a relaxation of the rules. But most forms of writing are flexible, and you should be, too. Adapt the language to the content, but consider also adapting the content to the language.

3. Verify
When in doubt, look it up. When not in doubt, look it up. Don’t be content with spell-checking programs; check not only definitions of words, phrases and expressions but also their connotations. When discussing a person, place, or thing, don’t simply double-check the spelling and treatment of the term; reacquaint yourself with the person, place, or thing to confirm or correct your impression that the reference is appropriate for the content. (And check your facts.)

Credit: Daily Writing Tips

Old School vs. New School Marketing

 

Marketing is about influencing people who might buy your product or service, using messaging that conveys value. Old school marketing used traditional channels such as broadcast and print to communicate with the target market. New school marketers have kept the traditional methods that still work, and have combined them with digital technology to communicate with consumers on a different and deeper level. New school marketing relies heavily on such Internet channels as Web sites, blogs and social networks

Shifting Focus

Constant Contact's Social Media Quickstarter guide describes a marketing funnel that represents how companies prioritize lead generation and conversion. Old school marketing put prospecting at the widest part of the funnel. The first priority was to find as many consumers as possible, convert some of them into customers, and establish a relationship with a few of those customers to earn their loyalty. In his book Flip the Funnel, author Joseph Jaffe acknowledges a basic tenet of new school marketing: there is high value in cultivating a loyal customer base and keeping it engaged with continued communications. Finding customers now occupies the narrowest part of the funnel -- not because finding customers is less important than it was, but because the loyal customers now fill part of that role. Old school marketers were off the hook once consumers made the decision to buy. New school marketers devote significant resources to maintaining relationships with those loyal customers.

Four Ps Vs. Six Cs

The traditional marketing mix included the four Ps of product, price, placement and promotion: measurable, company-centric tactics that could be emphasized and deemphasized individually to form a customized value proposition. The new school's six Cs, on the other hand, focus on consumers. They include contact, connect, conversation, consideration, consumption and community. It's not enough for consumers to be aware of your product or service. You must establish a connection with them through meaningful contact. That contact should establish a dialog. New school marketers build communities around converted customers -- those who have "consumed" the product or service -- to continue the dialog and encourage loyalty and evangelism. Evangelists are satisfied users of a product who influence their family and friends to try it.

Outbound Vs. Inbound Marketing

HubSpot CEO Brian Halligan refers to outbound and inbound marketing on the company's social media blog. HubSpot is widely regarded as having coined these terms to differentiate between old school "push" messaging and new school "pull." Outbound, or push, marketing thrusts messaging on consumers via such channels as mailing lists, cold calls and advertising -- channels consumers increasingly filter due to overload. Inbound, or pull, messages draw consumers in. Inbound marketers make it easy for consumers to find them when those consumers are searching for products or services they need, at the time they need them. Web sites, blogs and social media networks give marketers visibility, but on consumers' terms. It's a customer-centric approach.

Interruption Vs. Permission

Push marketing is an old school strategy that interrupts consumers at times of the marketers' choosing -- while consumers are watching TV, for example. It's a very hit-or-miss method of reaching out. Most of the people marketers interrupt have no interest at all in the marketers' products. Interruption marketing can even alienate consumers when it's executed in a way that clearly ignores consumers' preferences. Dinner-time telemarketing calls are a prime example. According to marketing expert Seth Godin, interruption marketing is both expensive and inefficient. Permission marketing, on the other hand, is a new school approach that can reduce costs and increase efficiency. Godin defines permission marketing, a term he coined in a 1999 book of the same name, as "the privilege...of delivering anticipated, personal and relevant messages to people who actually want to get them." Permission-based messages are efficient because they're only sent to consumers who are interested in them. You may, for example, require that visitors to your website subscribe to an email newsletter before they can view premium content, or register with their email addresses and “like” your Facebook page as a prerequisite to entering a contest. Permission marketing works offline, too. Loyalty card programs are one way merchants reward frequent customers who share such information as their postal and email addresses, ages, income, and even cell phone numbers in order to qualify for discounts. Well-executed permission marketing establishes trust-based relationships between marketers and consumers.

 

Culled from Small Business

10 Reasons to Make Your Website Mobile-Friendly

 

It is so important to reach your customer base when you own a website, and in the digital age that means making sure people on mobile devices can find and browse your site. It also means making sure they can remain as happy as possible during that experience.

Smartphones and other mobile devices are more popular than ever before (and they are not going anywhere anytime soon), so optimizing your website for mobile isn’t just a trend or a side option, like it might have been in years past.

Today, making your website mobile-friendly is an absolute must. If you do the research, the experts will all tell you the same thing, and they’re right. Mobile is where your customers are – so it’s also where you should be.

On that note, we’ve compiled a list of the top reasons to make your website mobile-friendly. So, without further ado:

Here are 10 reasons why your website should be mobile-friendly

1. Google prioritizes mobile-friendly websites over those that are not mobile-friendly in mobile search results. In April 2015, the Google algorithm change that occurred tweaked the way that Google displays mobile search results. Websites that are optimized for mobile rank better than those who don’t – plain and simple.
2. People everywhere use mobile devices to do everything from simple information gathering to purchasing big ticket items and much, much more. The reason? It’s fast and easy. Consumers in every industry want to connect and get what they’re looking for quickly. If you’re not optimized for mobile, you can’t offer your customers that type of experience.
3. It helps you build credibility with your customers, your clients, and influencers in your industry. Whether you’re selling B2B or B2C, with a mobile-friendly website, anyone who tries to visit your site on a mobile device will have a proper experience, and that will encourage them to see you as a credible resource for information, products and services.
4. It’s becoming a standard best practice. A great many websites are mobile-friendly (usually the most reliable websites, I might add), with more and more coming online every day. Responsive web design has made mobile optimization more straight forward and accessible to everyone, and that means users have begun to expect this level of functionality to come standard when browsing on their mobile devices. 
5. You can reach more customers, faster. Google rewards websites that are mobile-friendly with higher ranking in mobile search results (see No. 1 on this list). So, simply by the virtue of having a mobile-friendly website, your site will be seen and visited by more people. Making your website mobile-friendly automatically opens your customer base up to anyone performing a mobile search. And even better – customers won’t have to hunt for your site or type in the exact URL to find it – they can just perform a search to find you quickly and easily.
6. You’ll make your customers much happier. When a customer or a potential customer accesses your site to find information or look for something you sell, you want the experience to be nothing short of great. Because many people use mobile devices to access the web, only a mobile-friendly website can promise to offer that experience. Happy customers will return to your site and tell others about how great it is. Unhappy customers will do the opposite.
7. Because Google wants you to do it. Webmasters know when Google recommends you do something, you should really try to do it. This is the case with making websites mobile-friendly. Google has explained why mobile is so important in their own words, and the number one reason they cite is everyone has smartphones, and they’re constantly using them to search.
8. Your website will look great and function well on any device, provided you use responsive web design to build or redesign your site. Why take chances when it comes to mobile optimization? With responsive design, your website will actually respond to the mobile device a person is using to access your site, and it will render to look and function well, no matter what.
9. It benefits your reputation. Not just online, but offline as well. People will take note of a website they have a great experience with – and they will also take note of a website they have a bad experience with. Reputation is everything, and most businesses can’t afford to give people a bad experience – digital or otherwise.
10. Your business will be seen as modern and relevant. You might offer some of the most useful, valuable, and unique products or services on the market, but if your website’s mobile experience is poor or non-existent, your company will be seen as a digital dinosaur – encouraging people to seek help elsewhere. On the other hand, mobile-friendly websites are seen as contemporary, cutting-edge and legit – they are how you get your foot in the door with anyone that has a smartphone.

Websites that aren’t mobile-friendly are quickly becoming defunct within our fast-evolving digital landscape. As time goes by, more and more websites will emerge that are mobile-friendly, pushing those that are not even farther down the search results page and away from customers.

If you want your website to perform well and support your business, you need to make it mobile-friendly.

It can only help you move forward to achieve the growth and success that you’re meant for.

Would you like the TRW Consult team to just do your marketing for you? Click here.

 

 

Culled from Web Movement

Your Ultimate Guide to Business Ghostwriting

 

Today's CEOs do it all. They run companies, found charities, start families, run marathons, and, more than likely, publish books. Have you ever wondered how they manage to spend hundreds of hours writing and revising while also conquering the universe?

Many of them engage ghostwriters.

With the help of a ghostwriter, becoming a published author can require as little as 40 hours of your time. But not all ghostwriters are created equal. If you've read a few ghosted books and noticed how many of them sound the same, you can start to appreciate the difference a good ghostwriter makes.

All ghostwriters do the heavy-lifting of interviewing and writing, but the good ones know how to take an extemporaneous conversation and turn it into polished, compelling text―without losing its voice or import.

Here are five tips for vetting ghostwriters so you can find the ideal writer to craft your unique story:

1. Review your ghostwriter's experience

Although it's not uncommon for ghostwriting companies to claim their work with past clients is protected by non-disclosure agreements, you should be able to see some full titles and learn about past clients in broad terms. Think: "We worked on a memoir for an athlete that became a New York Times bestseller."

At the very least, ensure the ghostwriter has written a minimum of two books for a major publisher; that way, you know you're considering a professional. For those who are willing to devote a little more time to vetting, read one or two of the ghostwriter's titles. Find out how you feel about the individual's work once you examine it closely.

2. Expect a strategic introduction

From the first phone call, the ghostwriter should take a strategic approach to your story. Ghosts who have experience will know what's been written on your topic, what works in your category, and what would inspire curiosity from your target audience. You should feel like your ghostwriter can help you refine your idea and its promise to make it more salable.

Part of the ghost's role is to identify what's relevant. The experiences you want to convey in your book are like a sprawling museum with artwork on every floor. Everything feels important. Your ghostwriter should be able to provide the focus and direction that will create a cohesive, compelling tour of your museum.

3. Be open to getting vetted

Your ghostwriter may spend six months writing your book. Before making that commitment, he or she will want to vet you, too. Good ghostwriters can be selective because they're in high demand. They won't work on your project unless it feels like a good fit, which is partially up to you to prove.

Before your consultation call, spend some additional time thinking about the purpose of your book. Be prepared to have a discussion about why the book is meaningful to you and what you hope to achieve. If you're speaking with the right ghostwriter, an alignment of purpose and values will become clear. Behind every good book is a mission your ghostwriter should be eager to sign up for. (I've even heard a ghostwriter say, "I'd give my left leg to be part of this project.")

4. Don't self-publish by default

Your ghostwriter or the ghostwriting company should help you make an informed decision about publishing traditionally versus self-publishing. Although publishing traditionally isn't viable for everyone (publishers reject approximately 96 percent of proposals), expect to get advice on both options.

Many ghostwriting companies are set up to help you self-publish because it's easier for them―and it's a bigger investment. Self-publishing requires a full manuscript instead of the 40-page book proposal traditional publishers require, so you're paying for a lot more writing. Although self-publishing may still be the right option for you, make sure you understand the pros and cons of both routes before you commit.

5. Include milestone reviews

Even if your ghostwriter feels like your creative soul mate, it's not a good idea to wait until the first full draft is complete before you review your book. Instead, make sure your contract stipulates that you'll be able to review the draft in milestones―and terminate the relationship if necessary.

The first review is generally the outline, but the second milestone should be your first chapter. You'll be able to tell from these early pages whether the ghostwriter has captured your voice.

A framework that EO members often use when hiring is: Does a hire get it, want it and have the capacity for it?

When you find a ghostwriter who's more than a writer, who responds like a strategic advisor, and who has the experience to back it up, you've just found the single most important person to help you bring your long-held vision to life.

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.

 

 

 

Culled from INC

What Publishers Hate

 

Whether it's unprofessional errors in your manuscript or your poor conduct as a person, there are some blunders that instantly throw you into the reject pile. Read this article to find out what publishers hate that quite a lot of writers do.

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People often ask me to give an opinion on their writing. In most cases, when I agree to take a look at the first section or chapters, I’m astounded (and frequently offended) at how unprofessional their work is – full of spelling mistakes, typos, horrible punctuation or no punctuation whatsoever. I’ve been writing for 31 years, and I wouldn’t show one of my first drafts to my dog, yet I’m often sent work with such gross errors that it’s clear the author hasn’t even bothered to read the story through before sending it out. Not only is this insulting to the person asked to give up his or her own time to read this story, it’s counterproductive because it instantly creates a negative impression.

If you’re asking an author or other professional to read your work, don’t send them a first draft and ask, ‘I just want to know if I can write.’ All first drafts are bad, as Hemingway famously said, and no editor or publisher will take your first draft and edit it into shape. All professional writers have learned the craft of storytelling by working out how to edit their own work. There are oodles of great books around on writing and storytelling. I’ve listed some of the best below.

Each of the big publishers receives 3,000 – 5,000 fiction manuscripts a year, yet only 5 – 10 of those will be accepted for publication. Most of those manuscripts are rejected on the first few paragraphs and some aren’t read at all. To give yourself a chance of publication, your story has to be great and the manuscript bulletproof, otherwise it’s likely to go straight in the bin. If you want to know more about how the writing and publishing industry works, see my detailed article HERE.

Every publisher puts their submission guidelines on their website. And every day, the manuscripts pouring in reveal a complete ignorance of these guidelines. Clearly, many writers have a professional death wish. On the basis that every writer who can be encouraged to fail should be so encouraged, here are the best ways to get your manuscript junked.

How to Have Your Manuscript Rejected Instantly

Any author who is too lazy or arrogant to learn the basics of their craft will be rejected out of hand. Here’s how to do it:

• The cover letter and manuscript are full of spelling mistakes and typos;
• Sentences are written in mangled English. If you want to be a writer, you have to learn how to write. Seems simple enough;
• Incompetent use of punctuation, or no punctuation;
• The whole manuscript is in one paragraph;
• The manuscript and covering letter are written in capital letters. Using CAPITALS isn’t just utterly wrong, it’s regarded as shouting at the recipient;
• The manuscript is sent in the body of an email;
• The writing is grossly offensive, libellous or obscene;
• The story is an obvious retelling of Twilight, Harry Potter or some other well-known novel, TV series, movie, graphic novel or computer game.

How to Irritate the Publisher and Create a Really Bad Impression

To create a really bad impression on the editor who’s reading your work, and reduce your chances of getting it published, I recommend that you:

• Ignore the submission guidelines on the publisher’s website;
• Don’t bother to research the kinds of work the publisher publishes. Eg, send adult fiction to a publisher who only publishes children’s stories; or a novel to a publisher who only publishes non-fiction (and so on);
• Send an unedited first draft full of story errors, repetition and inconsistencies.
• In your story, write down every rambling idea that comes into your head, whether relevant to the story or not, and refuse to take anything out;
• Send your manuscript by email when the publisher requires it to be in print, or vice versa;
• Send a long, vague cover letter, full of irrelevant information, or quotes from your mother or your friends about how much they loved this book. Cover letters should be no more than one page and should include:
  • A one-paragraph description of the book, including its title, genre, word count and expected audience (eg, readers of epic fantasy, supernatural romance or true crime).
  • A few lines about yourself, including any interesting details of your life or experience, particularly if they’re relevant to the book you’re writing;
  • Relevant publishing credits (other books or stories you’ve had published – unpublished writing isn’t relevant).
  • Use quotes only if from a reputable source, eg a well-known author or reviewer. Quotes will never get your book published; the most they can do is encourage the publisher to look at it more closely.
  • Include a brief synopsis. 300 words is plenty. If the publisher wants more, they’ll ask for it.
• Use incorrect manuscript format, eg weird fonts, coloured font, tiny font, single spacing, line break between each paragraph, paragraphs not indented, text formatted into two columns etc. Manuscripts are formatted the same way that novels are, not the way that business letters and reports are formatted. Manuscript format means wide margins (about 4 cm) all around; double-spaced; a common serif font like Times or Century, 12 point; the first paragraph of each chapter or section beginning at the margin and all succeeding paragraphs indented.
• Make boastful comparisons between your own work and the work of Tolkien, JK Rowling, George RR Martin or any other prominent author. If your work is that good (and it never is), the publisher will notice it very quickly;
• Be assertive or pushy about how great your story is, eg with statements like, ‘This book is going to make your name.’ The boasting of an untried amateur is a huge turn-off.
• Send an enormous outline of the story with the covering letter. The outline should at most be a page and a half and should include the ending.
• Send random sample chapters. Sample chapters should be sequential and begin with Chapter 1.
• Include gifts with the manuscript. Gifts are likely to be seen as bribes and will create a very bad impression.
• Pester the publisher for a quick response. As I mentioned, publishers get thousands of manuscripts a year and it can take months to check them. Patience is a virtue every author needs in bucket loads.

Ready to start your publishing journey? Reach out to us here at SOI Publishing. Let's make your book the next bestseller.

 

 

Culled from Ian Irvine

Five Tips to Improve Your Bookselling Efforts

 

The reward of holding a copy of your published work is indescribable. But it’s just one of the many exciting milestones in your journey to self-publishing success. One key objective in your publishing journey is selling your book successfully. Here are five tips we think may help improve your efforts to increase book sales.

Build up your image as an author and a brand

Book buyers and readers gravitate to books—and authors—that appeal to them. The more you project yourself in a way that holds their attention, the more you gain their trust. Highlight the fact that you are now a published author. Add that to your email and forum signature lines. Don’t forget to add your website or social media profiles to here, as well as to your press release boilerplates. These may be small things, but they’re the building blocks to a positive image.

A quality 3rd-party review is important to successful bookselling

An honest and well-written 3rd-party review is invaluable. A positive review from a respected book reviewer will make your book stand out, improve its marketability and enhance your title’s, as well as your, reputation. Don’t be afraid to invite readers and indie reviewers to evaluate your book. Published reviews on sites like Amazon, Barnes & Noble, and the iUniverse bookstore bolsters the credibility of your book encouraging new readers to part with their money knowing that they will get a good read in return.

Librarians are your best customers—and allies

Librarians are savvy, well-informed book buyers. They are the favorites of the traditional publishing houses, small presses, and self-publishers. If librarians like your book and trust your brand, they will likely become some of your most effective bookselling allies. Their participation and support are valuable aids to your bookselling activities—sponsoring book signings, readings, meet-and-greet affairs, and Q&A activities at their libraries. So be sure to visit your local libraries and befriend your librarians.

Use your social media networks to connect and sell your book

While iUniverse carries all the titles of its authors in its online bookstore and through its partnerships with Amazon and Barnes and Noble, one of the most effective ways to sell your book is through social media networking. Generate news, book-related updates, and positive reviews through Twitter, Facebook and MySpace, and to the other online communities you belong to. Social networks are also great places to meet fellow authors and find new opportunities for selling your book.

Give e-book publishing a try

Electronic publishing is the new generation of book publishing. While the Internet has expanded your marketing reach beyond physical and geographical borders, e-books are allowing you to put your story into the palm of your readers. No matter where they are around the world, readers and consumers can now purchase and enjoy downloaded copies of your book using mobile devices. If you want to take your book selling to the next level, consider giving e-book publishing a try to expand your reach.

Writing and creating your story is a rewarding dream. When done correctly, your bookselling strategy will allow you to reach, and surpass, your that publishing dream. There are no shortcuts in bookselling—no magic spell or recipe to improve your sales. It comes down to careful planning to put yourself and your book in front of the entire reading world.

Did you know?

According to some sources, many early self-published books found widespread success through direct book-selling campaigns. Walt Whitman, James Joyce, E. E. Cummings, Rudyard Kipling, Edgar Allan Poe, Ezra Pound, Carl Sandburg, George Bernard Shaw, and Mark Twain, are just some of the famous authors who rolled up their sleeves to sell their own books!

Culled from IUniverse

Tips to Enjoy your writing

 

Many writers like me will always claim we enjoy writing. I tell friends writing is my life and that I don’t think I can do any other thing except write. One might be forced to think I even write in my sleep. But is that really true? Sometimes, we get tired and wary of what we love, no matter how much we love it. Sometimes, I don’t even want to stare into another computer screen and I wish I don’t ever have to write again. So how do I beat this feeling?

Here are some tips that have worked:

1. Clear your head: Sometimes, external pressures are the reason we do not enjoy our writing. There is absolutely no way a person who does not know where his next meal will come from will enjoy writing or doing anything he loves doing. This is something many upcoming writers face. So, what is the solution? There is no cut out way to keep your problems out of your head, but at least you can try. Create your island out of your limited resources by clearing your head because your writing is an extension of your mental state.
2. Stick with what you love: Yes, sometimes we are forced to write on things that are outside our comfort zone. For instance, if I had my way, I will never write another article like this in my life, but I have to get paid. So, what can we do in this situation? Start by writing what you love most to get your creative juices flowing. Whenever I don’t feel like writing, I open a blank word sheet and start writing a short story. It works like a dead car battery that needs a little push to pick up again. Once the juices start flowing, I switch to what I have to write.
3. Reward yourself: For someone like me, I get paid to write. That might be a reward, but that’s not enough reward for me (I know, I can be greedy.) So, what do I do? I set a reward for myself if I can deliver something superb. For instance, it is my lunchtime but I have told myself I would not have lunch till I am done with this article. Note that this is what works for me. For some people in order to get to the lunch quickly, they might just write something below par. By the way, don’t do this when you are writing something long like a novel, or you might just die before you finish. The point is, look for a just reward for yourself, something you are looking forward to when you are done. It can serve as motivation.
4. Try Music: A friend of mine recently discovered Classical music puts her in the mood to punch vigorously on her keypads. I tried it and I felt like jumping off the bridge. So, you have to be careful with the genre of music as not everything works for anyone. But music improves cognition and enhances your memory. It digs deep into things stuck in your head and brings them out for you. So, know the genre that works for you and listen to a lot of it before you start any writing task.
5. Take Time off: Not too much time, but sometimes no matter how much you apply the above points, it probably will not still work out for you. So, take time off to either try to solve your problems or get into a reflective mindset.

Finally, we must recognize that we do better whenever we enjoy what we do. So, make it a point of duty to have some fun writing.

Samuel Ejedegba.

5 Psychological Tactics Marketers Use To Influence Consumer Behavior

 

In a quest to understand what drives consumers’ decisions, marketers have turned to psychology to understand what could make an impact.

The vast majority of marketers aren’t psychologists. But many successful marketers regularly employ psychology in appealing to consumers.

 

Smart, skilful, honest marketers use psychology legally, ethically, and respectfully to attract and engage consumers, and compel them to buy.

Here are a few tips and tricks for using psychology to your own marketing campaign’s advantage:

1. Run Emotional Ideas

Studies have shown emotional and psychological appeals resonate more with consumers than feature and function appeals. In advertising copy, benefits–which often have a psychological component–generally outsell features. Demonstrating how that new computer will improve a potential customer’s life tends to have more influence rather than explaining how it works.

Salespeople have long understood the power of emotional appeals. In the 18th century, when the contents of the Anchor Brewery were being auctioned off, the auctioneer said: “We are not here to sell boilers and vats, but the potentiality of growing rich beyond the dreams of avarice.”

2. Highlight Your Flaws

It’s no secret that consumers tend to doubt marketing claims–for good reasons. Many simply aren’t credible. One way to raise credibility is to point out your product’s shortcomings.

Among the most famous examples was an ad for Volkswagen, which contained a one-word headline: “Lemon.” Opening body copy below a VW photo read: “This Volkswagen missed the boat. The chrome strip on the glove compartment is blemished and must be replaced. Chances are you wouldn’t have noticed it; Inspector Kurt Kroner did.” The ad went on to discuss a “preoccupation with detail.” The Lemon ad became a textbook example of how to optimize credibility.

3. Reposition Your Competition

In Positioning: The Battle for Your Mind, Al Ries and Jack Trout delve into the limited slots consumers have in their brain for products and services, and the importance of positioning one’s business in the ideal slot.

They also write about repositioning–changing the position a business occupies in consumers’ minds. A prominent example of repositioning the competition is when the Jif brand launched the “Choosy moms choose Jif” campaign, competitors were suddenly repositioned as products for mothers who didn’t give a damn about the food their kids consumed. What mother didn’t want to think of herself as a choosy mom?

4. Promote Exclusivity

Near the top of Maslow’s hierarchy of needs pyramid sits self-esteem. People want to feel important; like they’re part of an exclusive group. That’s why advertising copy sometimes says: “We’re not for everyone.”

The U.S. Marines ran a very successful campaign for years with the tagline: “The Few. The Proud.” Perhaps the most famous modern example of exclusivity in advertising is the American Express tagline: “Membership has its privileges.” But to make an exclusivity appeal work in the long run, marketers must mean what they say. Empty claims tend to be counterproductive.

5. Introduce Fear, Uncertainty, and Doubt

Fear, uncertainty, and doubt, or FUD, is often used legitimately by businesses and organizations to make consumers stop, think, and change their behavior. FUD is so powerful that it’s capable of nuking the competition.

In at least one case it did just that. When Lyndon Johnson ran against Barry Goldwater in 1964, he wanted to stoke public fear that a President Goldwater would raise the risk of nuclear war. The “Daisy” ad, which ran only once, showed a little girl, followed by a nuclear explosion with a voiceover of LBJ ominously stating, “These are the stakes. To make a world in which all of God’s children can live, or to go into the dark.” Johnson carried 44 states, and took 61% of the vote in a landslide win.

Culled from Fast Company

Why Should Authors Care About Digital Marketing?

 

One of the biggest challenges for independent authors is getting their book in front of readers. There are millions of books published every year, and unless you’re very famous independently of your book, odds are that you’re nervous about how to get people interested. That’s where digital marketing comes in. You’ve probably heard this term before, especially as you travel down the road of independent publishing. You’re probably asking questions like: What does digital marketing entail? How does it get books in front of readers? And how could it work for me?

Digital marketing is simply getting your book information in front of Internet consumers, typically in the form of online advertising. So why should you develop a digital marketing strategy?

People Are Online

Consumers spend 5 hours per day on mobile devices. That’s right—5 hours. This is the majority of people’s leisure time, so the best place to find that perfect reader is during their daily Facebook scroll or YouTube binge.

No Need for Marketing Studies

In the past, if you were manufacturing lip gloss and wanted to advertise to TV-watchers, you’d have to pay someone to do a market study of various TV shows, figure out which audiences buy a lot of lip gloss, and take out ads based on that information. The Internet has changed that. Now, Facebook will tell you that there are 3.7 million people who love James Patterson and exactly who they are. If you’re a thriller writer, you’ve just found your audience without expensive market studies.

Digital Marketing Is Less Expensive

Most digital advertising on any social media platform can be adapted to all budgets. Remember that TV ad I mentioned earlier? Not only did you have to do a market study to see if it’s worthwhile, you also had to spend thousands of dollars on the slot and production. Very few independent authors have that kind of cash just lying around. Digital advertising doesn’t have these kinds of requirements. You can adapt the advertising to fit your budget, and though you may find more success with more money, you can still get your book in front of more readers with small advertisements than with no advertisements at all.

You Can Boost Book Sales and Your Online Platform Simultaneously

If you decide to market your book on social media platforms, you get the double benefit of driving social media users to buy your book and generating awareness of your social media profiles. Because they are seeing these ads from your author page, readers who buy the book will be more likely to follow your profile and learn about your new projects—which makes your book marketing for the second book faster and cheaper.

You Control the Content

Did you start an ad, only to think of a better idea or notice that no one seems interested? Then change it. Unlike traditional print or TV advertising, you are not stuck with bad ideas or ineffective ads. The ease with which an ad can be updated or adapted is a huge benefit to advertisers of all sorts.

Once the writing is finished, finding ways to get readers interested in your book is your number one task. Learning about tools such as digital marketing will provide insight when you talk to book publicity and book marketing firms about plans for your book and expand the ways you can reach your book’s newest reader.

Source: Ingramspark

Steps to Writing a Successful Creative Brief

 

Writing a brief is the first task you need to complete when you are charged with managing an advertising campaign. Your brief gives background information on a product or service which will guide the creative team in the performance of its role in getting ready the finished advert copy, among other things. It is the foundation of any advertising or marketing campaign and essentially holds the marketing campaign together. To write or get a good creative brief, a mix of due preparation, good habits, proper account management, creative direction and effective training, all come into play.

Let’s look at some helpful steps to getting a great brief out there.

Get the Information You Need from the Client

Writing a good creative brief is dependent on the information provided by the client. That’s why it is important you leave no stone when it comes to asking questions and seeking clarification. All information about the product or service you want to advertise should be provided in detail: the strength, weakness, target audience, what problem it solves, etc.

Use the Product Or Service

Believe it or not, if you have not tested the product or service for yourself, you may not hit the right spots with your campaign. Note this may not necessarily be you if the product or service does not apply, but you can get a consumer to give you a rating and take it from there.

Document All the Thoughts Gathered

You simply have to write things down. There’s no way around that. Your experience with the client and the product/service should go into documentation among other things like the advertising and client’s objectives, the budget, deadline, etc.

Arrange Your Thoughts

Set with all the needed information, you can now begin to put them together to get a unified piece that makes practical sense to you and to anyone else.

NOTE:

No two briefs are exactly the same owing to the difference in ideas, products/services, objectives/goals, etc. However, there is a template which is followed in writing a creative brief and these are as follows:

Background

Target Audience

Objectives

Tone of voice

Single-Minded Proposition (Also called Unique Selling Proposition (USP), Key Message, Direction)

Key benefits

Reasons to believe

Audience Takeaway

Deliverables (Outdoor, Print, TV etc)

Budget

Schedule

Develop your ‘Single Minded Proposition’

The SMP is also regarded as Key Takeaway or Message. Regardless of what you call it, the important thing is that you need a key point that becomes the core around which your entire brief revolves. It shows the creative team the right way to go.

Shorten the Document to a Simple Draft

Done with the SMP, and the needed information, it’s time to write a concise, and not wordy brief. Remove any unnecessary babble and retain only the most needed in the brief.

Get Feedback

Yes, it is the duty of your line supervisor to review your work, just as much as it is your duty to present your work for review. Discuss the brief with him or her, ask questions, seek clarifications or feedback, etc.

Get the Client’s Endorsement

This is needful owing to the fact that the client owns the job and would also foot the bill. Doing a good job requires allowing the client to give their impression of the brief and the general direction for the campaign. Let the client be involved from the start to the end. It amounts to a waste of time to do a job alone only to get the disapproval of the client in the end.

 

The Ready Writers has furnished you with these workable steps; try it out and see yourself writing a great creative brief eventually.

4 Time Management Tips for Social Media Managers

 

It seems that a social media manager’s job is never done. It doesn’t matter what time of day or day of the week you’re in, there’s always more to do. Social media moves at an astronomical pace, and it can be hard to keep up.

In fact, research has found that the top two barriers impeding adoption of social business within organizations are lack of overall strategy and competing priorities.

Raise your hand if the scenario below sounds familiar:

A Day in the Life of a Social Media Manager

6am – 12pm

• Check company social media notifications before you even roll out of bed.
• Quickly respond to any messages or tweets
• Sneakily check for brand mentions as you’re stuck in traffic
• Schedule all brand messages for the day across all social networks
• Eat lunch at your desk while checking your personal Facebook, Twitter and LinkedIn messages

1pm – 5pm

• Research articles that are relevant to share with your brand’s online community
• Check your company email and social media sites for new notifications
• Respond to any brand mentions or comments
• Identify influencers to connect with
• Get caught up in not one but two trending topics on Twitter
• How is it 5pm already?

6pm – Midnight

• Review daily social media performance
• Schedule morning social messages
• Register for an interesting social media marketing webinar about visual content
• Cannot function…need sleep

Making the time to execute on a comprehensive social media strategy that garners results can rattle even the most experienced marketers.  Social media marketing is flush with its own set of challenges and distractions.  Below are 4 helpful ways to help you focus and manage your social media marketing activities.

#1 – Determine Which Tactics Have the Biggest Impact

Reuters estimates that the average worker loses 2.1 hours of productivity every day to interruptions and distractions.1  To avoid wasting time begin by prioritizing your week.  While it’s true that unexpected issues can come up plan for the best and the worst.  If you have 3 hours per day on average to complete tasks related to social media strategy what will you get accomplished in those 3 hours?  If you were only to have 1.5 hours per day what would you want to get accomplished?  Proper planning will lead to improved productivity and efficiency.  Also, take some time to determine what your top distractions are and eliminate them.

#2 – Optimize for Productivity

Focus on what will have the largest impact on your productivity. Determining what time of day you are most productive, and which activities are most significant will help you to stay on track.  Are you an early riser, night owl, or somewhere in between?  Creating a daily schedule and routine can significantly improve your productivity.  You will also want to keep in mind statistical data which points to the best times of day and days of the week for engaging in social media activity.

Neil Patel of Quick Sprout recently published an infographic that details some of the best times to publish on various social media platforms.

#3 – Tips For Better Time Management

I have often thought that I was invincible and could simultaneously focus on every task at once.  A balancing act acquired from years of having too much to do, and not enough time.  I considered multi-tasking an art form and a higher form of organization than my counterparts who only focused on one thing at a time.  I could not have been more wrong.

In recent years I’ve had to buckle down and force myself to devote all of my attention to one task at a time.  I’ve found that the quality of my work has improved and the level of my stress has decreased significantly.  Some tactics that have worked for me include:

1. Closing my email when I’m working on social media tasks
2. Exiting from all browser windows and tabs except for the one I need to work on
3. Disabling chat or closing chat windows to avoid distraction
4. Picking 15 minutes a day to indulge in activities such as checking personal social media profiles, responding to texts, or chatting with friends.
5. Spending 30 minutes to an hour each morning reviewing emails and responding, do the same thing before leaving at the end of the day.

It is significantly easier to stick to your schedule if you are working ONLY on the tasks you have scheduled in the time allotted.

#4 – Use Social Media Tools for Better Time Management

Depending on your available time and social media content strategy, there are many tools that can help you accomplish more with less time.  Below are three different types of tools that social media marketers can use to get the most out of their time:

Content Curation Tools

• Scoop.it
• Storify
• Feedly
• TrapIt

Social Aggregators & Management Tools

• Hootsuite
• Buffer
• Sprout Social

Want more? Here’s an awesome list of 22 social media management tools

Still Feeling Overwhelmed?

In order to help you better focus on the tasks at hand ask yourself the following questions:

• What are your top 3 social media goals and do you have a plan for reaching them?
• How much time can you dedicate each day to using tactics to reach these goals?
• What steps can you take to improve your focus while completing social media activities?
• Which type of tool: curation, aggregator, or social bookmarking can you use to help save time?

Sometimes, there are just too many moving pieces for your internal team to execute on. Know when it’s time to call in reinforcements and work with the social media marketing experts to help manage your workload.

What have you found are your biggest daily distractions when trying to manage a social media marketing program?

Image via Shutterstock

Top Rank Blog

Why Writing Skills Are Crucial For All Entrepreneurs

 

I’ve been a writer my entire career. I love it. I also enjoy writing about what makes for good writing as well as coaching and editing others.

What’s cool about being a writer is that you can always improve, and you should want to, too. You can always find a better, more succinct way to make your point, be persuasive — and in the case of us entrepreneurs use writing to win more business. You might not be a writer, but you still have to write business proposals and emails or come up with a tagline, a mission statement or copy for your website. You still have to be able to communicate what you do and what sets you apart.

 

Recently I enjoyed catching up with fellow word and grammar nerd (a term of admiration, I assure you) Mignon Fogarty, a.k.a. Grammar Girl, who produces the podcast “Grammar Girl’s Quick and Dirty Tips for Better Writing.” By the way, if you doubt people’s hunger to understand writing and grammar, consider the Grammar Girl podcast is surpassing 300 million downloads this month. Here’s some of what Fogarty and I talked about.

Good Writing Is Simple.

Think subject, verb, object, period and in that order too. No need to bog down your writing — and the reader — with fancy clauses, adverbs or adjectives.

“Attention spans are so short, you have to use as few words as possible,” Forgarty said.

A few words on subjects and verbs. To connect with the reader or create urgency, use second person, or “you.” First person and second person are the most engaging.

As for verbs, think active over passive. You’ll paint a clearer picture and won’t have to rely on adverbs. Also, think of the simplest, most common verbs. For example, we talk more than we converse. And utilize is an overused corporate word for use.

“A lot of times when people use those big words they sound like they might be insecure,” Fogarty said.

Note that not everything you write is urgent, exciting or otherwise screaming for an exclamation point. Don’t succumb to the peer pressure. The period works great 99.9 percent of the time. 

Good Writing Isn’t Formal Or Jargon Heavy.  

“So many people feel they have to be overly formal in business writing to be taken seriously,” Fogarty said. “They have to use all the jargon and buzz words.” Yes, oh my goodness yes. Every day of my life in corporate communications. 

 

I have one corporate business partner who defies the mold. She lets me delete most of her adverbs and simplify her sentences. She once asked me why my writing sounded different than what she sees elsewhere in the company. What high praise. I wanted to reach through the phone and hug her. Simple sentences. Active verbs. First and second person. Limited adjectives and adverbs. No jargon. I don’t have any other tricks.

Writers Are On Their Own A Lot More.

From newspapers to corporations, the ranks of copy editors have thinned. That means writers are on their own and have to be their own editors, too. What’s a writer to do? To check for grammar, syntax and typos, Fogarty’s number one recommendation is to read your writing aloud. I agree. It works.

I also have my go-to resources that I consult: Merriam-Webster online and The Associated Press Stylebook online. And thank goodness for Google, because I always need to look up “affect versus effect.” 

Let’s All Calm Down About Texting And Social Media.

I asked Fogarty a question on writing and social media that I’m sure she gets a lot. Are texting and social media making us worse writers? Fogarty has an optimistic view. Social media can make us better writers, because it forces brevity, she said. I agree. It’s like headline writers. Those people are poets. This is why I miss the good old days of Twitter when tweets couldn’t be longer than 140 characters. I enjoyed the challenge of being ultra brief. By comparison, 280 characters feels like a book.  

As for texting, Fogarty likened it to private notes that people have passed through the ages. Always hastily written, because that’s what the audience has always expected. Our parents wrote IOUs. Kids still sign yearbooks with BFF and HAGS (look it up). Heck, OK is an abbreviation for a misspelling from the mid 19th century, Forgarty noted.