You want to start strong and the way to do that is to make a personal connection with your readers. While there are many ways to make that connection in each issue, your first issue is where you set up expectations about the value you'll provide. It's often the point at which subscribers choose to stay or go.
Here are some things you might want to include: Write your introduction to your ideal client.Acknowledge that this is your first issue and that you appreciate your readers' attention.Tell readers what they'll be getting and how often. Outline the benefits of staying subscribed.If you have added your customers and business contacts to your subscriber list without their express permission, acknowledge that you have done so and why you have. (For example, you might say that they have bought something from your store, or you met at a networking event.)Tell readers that it's easy to unsubscribe via the footer in this and every email.Ask for feedback and suggestions…
Many small business owners didn't start their careers as small business owners. And the road each of us took to get here is quite different. But one thing is fairly common - we're finding ways to earn a living doing work we love. Often that means evolving and growing and changing.
My 'one word' for 2019 is EMBRACE. Admittedly, it hasn't been in my awareness much but two recent events brought it to the forefront. First, a Twitter friend asked if I'm succeeding. It gave me pause and moment to pat myself on the back - because I've been living it, even if subconsciously. A couple of days later I met with colleagues for some business development advice. Driving home afterward, I realized going through that process is also about embracing.
Oh, do I have lists! Creating them has been about embracing all the pieces of my business. Here are some of the lists that have helped me work through this business development process. You may find this list of lists useful, t…
A wrap-up article is a logical and unique grouping of pieces of content where the grouping provides value to the reader beyond the individual pieces on their own. You might think of it like a themed gift basket.
There are several reasons we need to be creating these wrap-up articles. They... serve as a great resource - valuable information grouped togetheruse commonly searched keywords and phrases (good SEO)encourage deeper readingare often faster to createprovide a process to repurpose past contentremind us of what we've written and provide inspiration to write more
Wrap-up articles serve us better than just about any other content we might create. Of course, we have to be creating content on a regular basis to be able to wrap it up.
There are lots of different ways to group pieces of content: by topic - e.g. content idea generation, writing tipsby use - e.g. how-to, conceptual, tipsby thing - e.g. infographics, videosby user - e.g. for beginners, for expertsto conclude a series -…
There’s a reason that finding new clients is described as prospecting, and researching our contacts is called mining. It really can be long hours of hard work for little immediate return.
In 1849, when Dr. Matthew Fleming Stephenson proclaimed, “There’s gold in them thar hills,” he wasn’t telling his friends to rush off to California. He was suggesting they stay and mine in their own neighbourhood.
That’s a lesson for small business owners, too. Greener pastures aren’t always greener. Have you fully mined the possibilities within your current circle of contacts?
Before you do any prospecting, you need a mine. It might be a spreadsheet, a CRM (Customer Relationship Management) tool, a bulk email account, or some other ‘place’ where all your contacts (clients, vendors, colleagues, potential clients, referrers, press, and so on) are gathered together. If you don’t have that yet, start now – make it the next priority of your small business marketing strategy.
It's always useful to check in on your blog stats so you can see what people are interested in reading. This year I'm a little surprised with some of the posts that have been read the most on Work Better, Not Harder. Here they are:
#1. 7 Out Of 12 Small Business Bloggers Agree On This When I teach marketing courses, the group eventually tires of seeing this list of key reasons for publishing a blog or newsletter come up on the screen in every class. Focus on only 2-3 main goals.
#2. Social Media Day Halifax 2018 Marketing Conference For the first time, Halifax celebrated Social Media Day in grand style this year. I'm proud to be one of the organizers of the first Social Media Day Halifax conference which took place on June 22nd.
You just had an a-ha moment – by thinking, researching, reading, discussing, learning, teaching, experimenting, or problem-solving. And now you’re anxious to share that new insight with your readers who will also benefit from it.
You know when you've been online for a while - scrolling, reading, tapping - and then realize the time? We may feel good (because we learned something), bad (because something pushed a hot button), or indifferent (what level on HayDay?). Regardless, we still think of these times as getting lost down a rabbit hole.
According to Wikipedia, "Down the rabbit hole" is a metaphor for an entry into the unknown, the disorienting or the mentally deranging, from Alice in Wonderland. Those words may be a bit extreme for our online adventures but the sentiment holds.
In class this week, we were reviewing the homework assignment which was to research and sign up for relevant newsletters. One participant said she kept ending up down rabbit holes. Then she looked up and said, "I guess we really want to BE the rabbit hole, right?" Thank you, Cecelia, for that insight!
Content marketing is something I've been preaching about since before it was called that. I've talked…