June 16, 2019

Knowing When to Go


Change is a wonderful thing - it keeps life interesting. It allows our businesses to evolve and do better. When we can plan and drive change successfully, it can be very rewarding.

Then there's the change that's forced on us. You know, like when your website hosting company goes belly up. Or your PC dies at an inconvenient time, precipitating an unplanned but long-thought-about change to Mac. Or when the bulk email application you've been using for 10 years keeps dumping functionality that you and your clients need. (OK that last one is me.)

Forced change is rarely pleasant and it's hard to get excited about how things will be better when we're buried in the work of making the change. And, of course, it never happens at a convenient time!

Managing risks can be complicated. I wish I had acted sooner. I'd like to think I'll learn from this experience and act sooner next time. Procrastination is sometimes convenient, and sometimes worthwhile, but certainly not always the best choice.

"You must welcome change as the rule but not as your ruler."
~ Denis Waitley

A recent article by Mary Jane Copps has some great advice and inspiration about taking risks - give it a read here.

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June 9, 2019

Email is the Alternate to SEO


What's a goal of business blogging that will never be a goal of email marketing? Search engine optimization (SEO), of course. For email, it's all about subject line optimization. (Is SLO a 'thing'?)

Crafting a compelling email subject line can achieve better and more immediate results than writing a whole blog post that is well optimized for SEO.

After 9 years, close to 600 blog posts, and several hundred email newsletters, here is what I know to be true: email beats blogging hands down for tangible and measurable results... faster.

Writing for your newsletter means writing for people, which is way more fun than writing for search engines, whether it's your blog or your whole website. You don't have to be concerned with tediously repeating keywords and phrases, for one thing.

Sure, your email newsletter may include your blog posts. And it should... because your newsletter will get people reading and clicking through to your website much faster than Google will decide to show your post on page 1 of search results.

Email marketing doesn't always yield instant results but it's a shorter term strategy than relying on search engine optimization to attract opportunities from strangers. Now, do you know where you should be putting your precious time, effort and money?

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