Mobile Marketing - The Power of Text Messages

I recently took a breather and have enjoyed a few vacations recently. At the airport, I noticed that a LOT of people were using mobile devices to check their email or to update their Facebook (not to mention my friends and family members who are iPhone and Blackberry addicts!)

Like my fellow travelers, I probably use text messaging far more than my email these days and makes running my life and business a lot easier!

As I thought about HOW many people use a cell phone with text features, I realized that if businesses really want to capture live audiences, then mobile marketing is the way to go these days! 

As the world goes "mobile," it makes sense to incorporate mobile marketing campaigns into your marketing and promotions strategies. 

Benefits of mobile marketing include:

- Quickly reaches a HUGE global audience 

- Mobile users respond faster to text messages compared to standard email campaigns 

- Use mobile marketing to blast out special deals and giveaways (especially if you are in the sales and/or retail industry!)

- Cost-effective and efficient - you don't have to break the bank to implement mobile marketing.

It also helps to stay on top of the latest technology trends and mobile apps (the iPhone comes out with new apps daily!) 

Happy Texting! 

Copywriting Vs Copyrighting - No, It's Not About Books

As a copywriter, I am asked all the time: "Do you work with books?" I actually did work in publishing many moons ago, but I don't "copyright" books. I write sales and promotional copy for websites, email campaigns, white papers, marketing/sales collateral, etc. I also write press releases, articles and blogs.

Just a quick lesson on copywriting and copywriters:

• Wikipedia's definition - "Copywriting is the use of words to promote a person, business, opinion or idea. Although the word copy may be applied to any content intended for printing (as in the body of a newspaper article or book), the term copywriter is generally limited to such promotional situations, regardless of media."
  

• A copywriter is hired to write advertising, sales or publicity-based copy.

A copywriter CAN write articles and probably knows AP-Style like the back of their hand. Like me, some of us copywriters have journalism backgrounds but that's not always the case. 

Don't assume that a copywriter also DESIGNS websites. Some freelance copywriters are knowledgeable in HTML and some offer two-fold services - copywriting and web design but that's usually not the case. Don't always assume a copywriter is a designer and vice versa - designers aren't copywriters either!

Before hiring a freelance copywriter, check out their writing samples and always ask for references. Be wary of hiring a copywriter through freelance bidding sites - you get what you pay for and content writers are NOT copywriters. There is a HUGE difference. There's a certain trick and talent when it comes to writing effective sales copy. 

If you hire a copywriter, please take their work and efforts seriously. If you think YOU can do a better job writing copy, then don't hire a professional copywriter. 

IF you want to increase sales and  profits, improve your branding, add SEO copy to your social media and websites or take your marketing campaign to a new level- think about taking the pressure off your shoulders! Hire marketing professionals and copywriters to do the hard work for you.

There's a reason why us copywriters are out there - it's our job to make you sound great without sounding too gimmicky or fluffy.

Don't pretend you're a writer when you aren't. We all have our strengths and weaknesses. If you are trying to save a buck and write the copy yourself - you actually could put yourself out of business. The written word sends a powerful message and your reputation is always on the line (especially ONLINE!)

Seminars, Classes & Events - What's Your Real ROI?

Recently, a friend asked my advice about teaming up with a few colleagues for a joint event/class. She was dealing with some issues regarding expenses and her ROI based on the time and energy she put into the class's preparations.

I think joint partnerships and cross-promotions are an excellent idea. After years of event planning and working in non-profit, I highly recommend joint special events (especially if you want to save a few marketing dollars!) It can save all parties involved time and money; however, there are few pitfalls you need to avoid from a marketing viewpoint.

1. Sign a contract. I know that sounds a bit stringent but make sure you have everything in writing with all speakers involved. Make sure that you divide your profits equally (dependent upon the role/participation of each speaker).

2. Agree upon a reasonable fee and make sure you make a profit from the fees you charge. If your expenses are more than your fees, you may need to re-adjust your fees. Think about your expenses: room rental and miscellaneous costs such as food and beverages, printing, marketing, etc.

3. Look for cost-effective ways to reduce your expenses. Does one of the speakers have a conference room that you can use for free?

4. Don't go overboard with what you present to guests/attendees. Don't bombard your audiences with information overload. Keep the presentations to a minimum allotted time and don't make them fall asleep with too much or boring information!

5. Always survey your guests. Ask guests to fill out a quick questionnaire to see what part of the class they liked/disliked. This is a great way to target your audience even better, and present them with valuable information at your next class/seminar!

How to Bring Back the Personal Touch in Your Emails

I wanted to share an example of great customer service and follow-up that happened to me this weekend. It reminds me of how much the personal touch goes a long way. You can't survive with "template" emails anymore. Email campaigns are great but if you forget the personal touch in your correspondence, you are doomed.

I am reading "The Wealthy Freelancer" (every freelancer should read this book). I can't put this book down and wanted to let the authors know how much I loved it. I also tweeted about how much I enjoyed it as well. I received a personal message on my Twitter from one of the authors, and then received a personal email message from the other co-author.

My first thought was: "Wow, these authors really care about their readers and our thoughts!" Not only do they care, but they really appreciated my feedback and took the time out of their busy schedules to respond personally to me. They could have easily sent one of those annoying responder emails: "Sorry, we have too many questions and we might not be able to answer your question personally." That's usually when I opt-out of newsletters or stop subscribing to the website. It's a huge turn off and it makes me wonder if they really care about their customers and clients.

It's also nice to know that Pete Savage and Ed Gandia (the authors who personally responded to me) practice what they preach in their book. Instead of paying lip service, they walk the walk and talk the talk. They really want fellow freelancers to succeed and are REALLY there (beyond the scope of the book) to provide encouragement and support. It made me feel like someone was finally taking us freelancers seriously and that my opinion DOES count!

So what can you learn from this example and how can you apply it to your own business? The personal touch goes a LONG WAY - even if it's just a quick "we haven't touched based in awhile, how are you doing?" email to let clients know you are thinking of them. Instead of blasting out template emails when people send you positive feedback on your website or blog, take a few extra minutes to send a personal email. In this crazy, busy world people still want to feel appreciated and "heard."

You can also take it beyond personal emails with your customers and clients:

• Send hand-written thank you notes and cards for referrals, etc.
• Follow-up with emails that include articles or helpful tips
• Pick up the phone and call them - remind them that you are there for them and ready to help them!

Why You Shouldn't Use Social Media

What?!!! I know what you're thinking - everyone uses social media these days so why are you telling me NOT to use social media? Before you sign up for social media accounts, stop and think if social media is the right marketing channel to use. Not everyone or every business should use social media.

There are a few exceptions to the rule when NOT to use social media - do you fall under these categories?

• If you have a a few high-end customers or clients (who spend in the millions) you definitely don't want to go the social media route to stay connected with them. Face-to-face, personalized visits and phone calls would work better.

• If your company is unionized and there is constant on-the-job turmoil with labor disputes, steer clear of social media to spread the word unless you want a PR nightmare. Not a good idea!

• Don't use social media just because everyone is using it. You need to have a focused marketing objective and needs to fit into your company's branding and messaging.

Before you start to tweet or sign up for Facebook, evaluate your social media needs. Do you really need social media and is it going to help you in your specific business/industry? Not everyone needs to use it and it may be a hindrance to your marketing strategy in the long run.

How to Lose Customers in 3 Easy Steps

If you haven't checked out LinkedIn, I highly suggest signing up for this savvy business social networking site. A fellow member wrote a post today about bad manners in business. He's also a copywriter and we shared similar nightmare stories about how businesses treat freelancers and contractor. The gist of his post: what happened to GOOD manners and common courtesy in the business world?

If these companies treat contractors that poorly, what does that say about how they treat their customers and clients?

Don't fall into that bad customer service bracket. Word-of-mouth travels fast and when I have a bad experience with a company - as both a contractor and customer/client - I let everyone know! I want to save others the hassle of being treated poorly.

Avoid these biggest mistakes when dealing with your clients, customers and vendors. Do not turn into a tactless, rude business professional!

1. Never follow-up with anyone - In this tenuous economic climate, this is the #1 way to lose your existing clients and customers. This rule also applies to your colleagues. If you want to make a lasting impression (a bad impression), don't ever call anyone back and let your emails pile up for days.

2. Talk and never listen - If you are always talking, how can you ever listen to your customers' and clients' feedback and what they want? This also applies to your employees. This is the worst possible thing you could do - to always talk and NEVER listen. How can you improve your services and products if you never listen to what your customers and markets really want?

3. Be rude and condescending - This sounds like a no-brainer but this is a sure fire way to anger customers and clients, and lose them permanently. Even if customers are upset and angry, handle their issues with courtesy, respect and tact. If you take on a condescending, rude attitude with them, you can kiss them good-bye.

Manners go a long way these days: "Whoever one is, and wherever one is, one is always in the wrong if one is rude." Think before you speak and act - remember that you want to leave a lasting GOOD impression.

Easy Spring Networking Tips: How to Network Without Really Trying

You probably don't even realize it but about an hour ago you just had a great networking opportunity but missed it. You were standing in line at Starbucks chatting with another business professional about the great spring weather.

It's time to stop hiding behind your laptop and take advantage of those "every day" networking opportunities that are passing you by at this very moment. As a freelancer, I get bored going to the same "15 second" elevator-speech type networking groups. These are great spots that you can network without really trying and have fun at the same time!

It's time to get out there and enjoy the warmer, spring temperatures but it's also a great time to take advantage of networking venues that may have completely slipped your mind:

Outdoor cafes and coffeehouses - I can't begin to tell you how many leads I've generated just by sitting at coffeehouses and cafes. Business professionals flock to these spots for meetings and appointments - just to get out of the office! Strike up a conversation while you're line and don't forget to bring your business cards. You never know who'll you'll meet!

Dog parks - Yes, dog parks! What better way to meet people than to talk about your mutual love of animals. If you are a city dweller, you probably will find the same people frequenting the local dog park - a great chance to get to know your neighbors and also to chat business as Fido and FiFi run around together!

Your kids' after-school events and sports activities - Another fun way to get to know other parents and maybe chat business in between baseball innings. You never know who they know, or what leads you have for them.

Exercise classes and the gym - This is another great hot spot to connect with people. You both share a love of exercise, so why not get to know the people in your yoga class or find a work out buddy? Not only will you have fun meeting people but you might make some lucrative business connections as well!