"You should just give away your art and share it with the world." That's the response that my artist/illustrator friend received when he kindly asked the person to remove his artwork from their site. The "online plagiarism" discussion fueled me to write about a subject that really irks me -- people who steal artwork and writing, and think they are "entitled" to it...without having to pay a dime.
My friend makes a living from his art, and I make a living from copywriting. I know there are some people who are not informed when it comes to copyright law, and not every person out there "steals" art and content on purpose. However, it's a slap in the face to artists and writers when they assume that we should just give away our talents and skills for FREE. Are they going to pay our bills and expenses, and put food on our tables? I don't think so!
My response to people who think it's okay to steal art, music, writing, etc.: Would you clock in at 8 am and tell your boss you will work for free today? Would you step into a lawyer's office and expect him to give you FREE legal advice?
Most of us who "create" for a living are freelancers and independent contractors, and we work hard to earn our money. We probably works ten times longer and harder. Because we are freelancers, that does not mean we give away our time and skills for "free".
And online plagiarism doesn't end there. It has taken over education as well. I have a friend who is a high school teacher and at the end of the year, I always ask him how many plagiarizers he caught during the school year. He said it never fails and kids don't learn their lessons. He has flunked students for plagiarizing papers. Unfortunately, the internet makes it easy for students to plagiarize, but it also makes it easy for teachers to catch their students as well (if they are diligent and cross-check facts and information).
I didn't go to college and earn a degree in journalism for the heck of it. And my friend doesn't spend hours creating his artistic illustrations for his clients because he has nothing better to do.
Please be respectful of artists, musicians, and writers, and please don't steal their work. If you want more information about digital copyright laws, check out the Digital Millenium Copyright Act (DMCA) .
Tuesday, July 24, 2012
Wednesday, July 18, 2012
Why Companies Need to Know the Difference Between Content Writing Vs. Copywriting
I read an article this morning on SiteProNews about creating the "perfect content marketing strategy." As a copywriter, I wish that content marketing sites would spend more time researching the difference between content vs. copy. Some may call it semantics, but copywriting is a different beast unto itself. Some copywriters also write content/articles (I write both), but most copywriters usually stick with what they know best: marketing and sales-focused copy.
The information presented gives erroneous information to business professionals who require writing services. Yes, she presented good information about getting what you pay for and that content writing is an investment. I definitely agree, but she threw "website writing" into the general content category and that is not correct.
So what's the big deal and what's the difference? There is a BIG difference that companies need to understand before hiring a professional writer:
Copywriting
Here is a typical scenario that companies face:
Mr. Smith, CEO of ABC Company, is not happy with his company's website. He takes one look at it and cringes:"Our website reads like a first grader wrote it. Our sales are slacking, and our web site traffic is non-existent. When I talk to prospects at networking functions, they have never heard of our company, let alone understand how our products work!"
My recommendation to Mr. Smith: Hire a copywriter! A copywriter will sit down with Mr. Smith and his team, and figure out what's not working. He/she will review the company's marketing strategies, branding, and messaging - from the top down.
Some questions a copywriter might ask:
These are just a few areas that a copywriter will address BEFORE they even sit down to write the copy. Hire copywriters who work well with designers. If the copywriter is worth his/her weight in gold, they will have an "eye" for design. Most copywriters don't actually design sites, but they need to understand how a website intuitively works, and how to create a strategic site map, etc.
You could hire a content writer to write "text" for your site, but that's exactly what you will get - words that won't do anything for your sales, lead generation, etc. Copywriting is a persuasive writing style that achieves a marketing purpose, and content writing does not always do that.
Content Writing
So when should you hire a content writer? If you need a well-researched blog article/post or need help with your content marketing (placement of articles on syndicated sites to showcase your expertise in your industry/niche), then a content writer would be a good idea. But do NOT hire hack writers who churn out $2 articles. You get what you pay for and many of these companies hire non-native English speakers/writers. Sometimes these cheap articles may be plagiarized, and you could get in a lot of trouble for publishing plagiarized content. It also helps if the content writer understands SEO (search engine optimization) keyword placement.
If you need a slick, well-researched article, white paper, or report, hire a writer with a journalism or strong writing background who knows how to research. Because someone has an English degree, that does mean they understand how to write an article. If you need a twenty page academic research paper, an English major may work in that case.
If your company requires technical writing, hire a professional technical writer - there's a reason they are called "technical" writers. And they are well worth their money!
By understanding the difference between copywriting vs. content writing, you will save your company a lot of time, money, and headaches!
The information presented gives erroneous information to business professionals who require writing services. Yes, she presented good information about getting what you pay for and that content writing is an investment. I definitely agree, but she threw "website writing" into the general content category and that is not correct.
So what's the big deal and what's the difference? There is a BIG difference that companies need to understand before hiring a professional writer:
Copywriting
Here is a typical scenario that companies face:
Mr. Smith, CEO of ABC Company, is not happy with his company's website. He takes one look at it and cringes:"Our website reads like a first grader wrote it. Our sales are slacking, and our web site traffic is non-existent. When I talk to prospects at networking functions, they have never heard of our company, let alone understand how our products work!"
My recommendation to Mr. Smith: Hire a copywriter! A copywriter will sit down with Mr. Smith and his team, and figure out what's not working. He/she will review the company's marketing strategies, branding, and messaging - from the top down.
Some questions a copywriter might ask:
- Why don't their target markets relate to their website?
- What's wrong or what's missing on the site?
- Is the website design lackluster and needs a design overhaul?
- Does the site have calls to action and testimonials on their website?
- What does the company want to achieve with their website? etc.
These are just a few areas that a copywriter will address BEFORE they even sit down to write the copy. Hire copywriters who work well with designers. If the copywriter is worth his/her weight in gold, they will have an "eye" for design. Most copywriters don't actually design sites, but they need to understand how a website intuitively works, and how to create a strategic site map, etc.
You could hire a content writer to write "text" for your site, but that's exactly what you will get - words that won't do anything for your sales, lead generation, etc. Copywriting is a persuasive writing style that achieves a marketing purpose, and content writing does not always do that.
Content Writing
So when should you hire a content writer? If you need a well-researched blog article/post or need help with your content marketing (placement of articles on syndicated sites to showcase your expertise in your industry/niche), then a content writer would be a good idea. But do NOT hire hack writers who churn out $2 articles. You get what you pay for and many of these companies hire non-native English speakers/writers. Sometimes these cheap articles may be plagiarized, and you could get in a lot of trouble for publishing plagiarized content. It also helps if the content writer understands SEO (search engine optimization) keyword placement.
If you need a slick, well-researched article, white paper, or report, hire a writer with a journalism or strong writing background who knows how to research. Because someone has an English degree, that does mean they understand how to write an article. If you need a twenty page academic research paper, an English major may work in that case.
If your company requires technical writing, hire a professional technical writer - there's a reason they are called "technical" writers. And they are well worth their money!
By understanding the difference between copywriting vs. content writing, you will save your company a lot of time, money, and headaches!
Monday, July 9, 2012
Professional Skype Etiquette: How to Use Skype For Business
I spend the majority of my work day on Skype. Between instant messaging and Skype calls, you can usually find me hanging out on Skype. It makes it convenient for me to instantly communicate with my clients and you can't beat free Skype calls. If you conduct business via Skype, it's important to follow these "etiquette" rules. Skype is free to use - just download it to your computer. Skype offers low-cost calling plans, but instant messaging and Skype-to-Skype calls (including video calls) are free.
1. Don't "shout" when you type. Shouting is the equivalent of typing with all caps. Just be careful when you instant message and make sure your caps lock is turned off. "Shouting" in the cyber world is considered rude.
2. Don't have a one-sided conversation with yourself. Don't blast out twenty instant messages at once. Remember that not everyone is tied to their desk, and the other person may have stepped away. Wait patiently until you receive a reply, and then continue your conversation. If you need to review a conversation, Skype archives your instant messages, and you can go back (even a year later) to review the conversation.
3. Be respectful and courteous. The same professional rules apply when you use Skype. Use appropriate language, grammar, etc.
4. Don't call someone until they are ready to receive the call. Send an instant message first and politely ask if the other person is ready for the call. The person might be away from their desk, in a meeting, or on another call. Also, don't assume that everyone wants to participate in a video call, and some people may not have a web cam. It's polite to ask first - would they prefer a phone or video call? Video calls are a great feature, especially if you want to personalize the call and see the other person's happy, smiling face.
5. Use the "away" feature when you are busy or step away from your desk or phone. This lets your contacts know you aren't immediately available. If you set yourself to "Do Not Disturb" you will not see the other person's instant messages, so use this feature sparingly. You can also set yourself to "invisible" if you don't want your contacts to know you are online (but you are able to see your online contacts).
6. Download the free Skype app to your smartphone. The app makes it easy to catch your clients on the go, and is a handy feature if you don't want to use up your mobile minutes.
7. Include your professional contact information on your Skype profile - email, mobile number, website link, and don't forget to add a smiling photo!
8. Skype offers a low-cost international calling plan so if you work with clients in other countries, this might be a reasonable option. Take advantage of Skype's call forwarding feature - forwards Skype calls to another phone number of your choice.
9. Use Skype for small group/conference calls. Conduct the Skype call as you would any conference call. This feature works well for smaller group calls. You can also upload and send files during the call.
10. Create groups within your Skype contacts. This feature allows you to instant message a group of your contacts at once. If you work with multiple people at the same location, this is a convenient feature. You can conduct a three or four-way conversation, and you don't have to go back and forth in different screens.
For more user-friendly tips and information, check out Skype's help page. Happy Skyping!
1. Don't "shout" when you type. Shouting is the equivalent of typing with all caps. Just be careful when you instant message and make sure your caps lock is turned off. "Shouting" in the cyber world is considered rude.
2. Don't have a one-sided conversation with yourself. Don't blast out twenty instant messages at once. Remember that not everyone is tied to their desk, and the other person may have stepped away. Wait patiently until you receive a reply, and then continue your conversation. If you need to review a conversation, Skype archives your instant messages, and you can go back (even a year later) to review the conversation.
3. Be respectful and courteous. The same professional rules apply when you use Skype. Use appropriate language, grammar, etc.
4. Don't call someone until they are ready to receive the call. Send an instant message first and politely ask if the other person is ready for the call. The person might be away from their desk, in a meeting, or on another call. Also, don't assume that everyone wants to participate in a video call, and some people may not have a web cam. It's polite to ask first - would they prefer a phone or video call? Video calls are a great feature, especially if you want to personalize the call and see the other person's happy, smiling face.
5. Use the "away" feature when you are busy or step away from your desk or phone. This lets your contacts know you aren't immediately available. If you set yourself to "Do Not Disturb" you will not see the other person's instant messages, so use this feature sparingly. You can also set yourself to "invisible" if you don't want your contacts to know you are online (but you are able to see your online contacts).
6. Download the free Skype app to your smartphone. The app makes it easy to catch your clients on the go, and is a handy feature if you don't want to use up your mobile minutes.
7. Include your professional contact information on your Skype profile - email, mobile number, website link, and don't forget to add a smiling photo!
8. Skype offers a low-cost international calling plan so if you work with clients in other countries, this might be a reasonable option. Take advantage of Skype's call forwarding feature - forwards Skype calls to another phone number of your choice.
9. Use Skype for small group/conference calls. Conduct the Skype call as you would any conference call. This feature works well for smaller group calls. You can also upload and send files during the call.
10. Create groups within your Skype contacts. This feature allows you to instant message a group of your contacts at once. If you work with multiple people at the same location, this is a convenient feature. You can conduct a three or four-way conversation, and you don't have to go back and forth in different screens.
For more user-friendly tips and information, check out Skype's help page. Happy Skyping!
Thursday, June 28, 2012
Damage Control - How to Save Your Company's Reputation
A few months ago, I was interviewed by the Redding Record Searchlight for a social media/online rep management article. In the article, I discuss my favorite topics - social media and online reputation management.
Yesterday I read an article about SheKnows.com (touted as the #1 women's site on the internet). Unfortunately, SheKnows.com is in hot water and I am certain their #1 ranking has slipped considerably.
According to the Adweek article, the editors sent out emails encouraging their writers to repeatedly click on Panera's ads, which is known as click fraud. When Panera found out what they did, they immediately pulled their ads. Click fraud is punishable by law and is considered a felony in some states.
SheKnows.com issued a statement that the editors were "disciplined" and the editors violated their ad policies. My question to management: did these actually editors read an employee handbook that clearly states their ad policies? And did these editors sign off that they read and understood their ad policies? If they signed on the dotted line, then they definitely have good reason to fire these editors. If no such handbook exists, then the responsibility falls on the shoulders of management/HR.
I dug around online, and I did not see ANY comments from SheKnows.com directly responding to people's comments - most were unfavorable comments against the site. A negative article in Adweek is not the kind of 'bad' publicity you want. There is a huge lesson to be learned from their mistake. And click fraud is more than just an "oops"!
Hopefully, you won't EVER experience this kind of PR nightmare, but it could happen. If you find your company faced with a crisis situation that could seriously damage your reputation, keep these tips in mind. Be proactive and NOT reactive!
#1 If there are legal implications involved, seek legal advice/counsel immediately.
#2 Take immediate disciplinary action against employees who were involved. It's important to get all the facts first. Dependent upon what policies were violated, you may have to fire employees.
#3 Appoint your marketing/communications director (who understands media relations) to handle ALL media inquiries. If you don't have a designated marketing person, appoint your CEO or owner to take the lead. Do not allow staff to answer questions or talk to media. Issue a formal statement to the media and don't waiver in your statements. Remain calm. Don't become reactionary or defensive when answering questions. Don't forget to respond directly to "negative "comments on your website, blog, and social media channels. Use online rep management software or Google alerts to track your brand/company name.
#4 Right the wrong. If the "mistake" involves another company, customer client, or vendor (in this case, Panera), how can you make it up to them? Keep the communications channels open and don't shut your door in their face.
#5 Take a good, hard look at your employees and policies. Do your research. Why did this happen? How can you improve your policies and operations? A company should never become complacent and static. Communicate with your employees and see where the break-down happened.
I'm a stickler for business ethics and I realize that mistakes happen, but this is one mistake that could be very costly for SheKnows.com. And no one wants to buy ads from a company who engages in fraudulent online activity. Ads equal revenue and without ads, their bottom-line will be seriously impacted.
Have you experienced a crisis situation within your company or business? How did you handle it? What were your results?
Yesterday I read an article about SheKnows.com (touted as the #1 women's site on the internet). Unfortunately, SheKnows.com is in hot water and I am certain their #1 ranking has slipped considerably.
According to the Adweek article, the editors sent out emails encouraging their writers to repeatedly click on Panera's ads, which is known as click fraud. When Panera found out what they did, they immediately pulled their ads. Click fraud is punishable by law and is considered a felony in some states.
SheKnows.com issued a statement that the editors were "disciplined" and the editors violated their ad policies. My question to management: did these actually editors read an employee handbook that clearly states their ad policies? And did these editors sign off that they read and understood their ad policies? If they signed on the dotted line, then they definitely have good reason to fire these editors. If no such handbook exists, then the responsibility falls on the shoulders of management/HR.
I dug around online, and I did not see ANY comments from SheKnows.com directly responding to people's comments - most were unfavorable comments against the site. A negative article in Adweek is not the kind of 'bad' publicity you want. There is a huge lesson to be learned from their mistake. And click fraud is more than just an "oops"!
Hopefully, you won't EVER experience this kind of PR nightmare, but it could happen. If you find your company faced with a crisis situation that could seriously damage your reputation, keep these tips in mind. Be proactive and NOT reactive!
#1 If there are legal implications involved, seek legal advice/counsel immediately.
#2 Take immediate disciplinary action against employees who were involved. It's important to get all the facts first. Dependent upon what policies were violated, you may have to fire employees.
#3 Appoint your marketing/communications director (who understands media relations) to handle ALL media inquiries. If you don't have a designated marketing person, appoint your CEO or owner to take the lead. Do not allow staff to answer questions or talk to media. Issue a formal statement to the media and don't waiver in your statements. Remain calm. Don't become reactionary or defensive when answering questions. Don't forget to respond directly to "negative "comments on your website, blog, and social media channels. Use online rep management software or Google alerts to track your brand/company name.
#4 Right the wrong. If the "mistake" involves another company, customer client, or vendor (in this case, Panera), how can you make it up to them? Keep the communications channels open and don't shut your door in their face.
#5 Take a good, hard look at your employees and policies. Do your research. Why did this happen? How can you improve your policies and operations? A company should never become complacent and static. Communicate with your employees and see where the break-down happened.
I'm a stickler for business ethics and I realize that mistakes happen, but this is one mistake that could be very costly for SheKnows.com. And no one wants to buy ads from a company who engages in fraudulent online activity. Ads equal revenue and without ads, their bottom-line will be seriously impacted.
Have you experienced a crisis situation within your company or business? How did you handle it? What were your results?
Monday, June 25, 2012
Kendall-Jackson Winery: Customer Service That Goes the Extra Mile
I recently wrote a post about my fantastic food-wine pairing at Kendall-Jackson Winery. But Kendall-Jackson went the extra mile for me, and they are now bumped up to my #1 favorite customer service story/experience. As a copywriter who writes for the hospitality and food/restaurant industry, I'm more than impressed with KJ.
When I was visiting their Wine Center, I purchased these really cool frozen wine bottle coolers for myself and to give away as gifts. Unfortunately, I got a dud and the cooler leaked red gunk all over the place (after I put it inside the freezer). I called the Wine Center at Kendall-Jackson and explained what happened. He apologized profusely, and gave me the option of a refund or he would send me another cooler. I really wanted another cooler, so I asked him to ship me another one (which he was more than happy to do - at their expense). But he took it one step further and asked me what kind of wine I liked. I tasted their Avant while I was there, so I told him I really liked their Avant. He threw in a free bottle of wine to make it up to me. Now that is my idea of awesome customer service. He wanted to make up for "my" inconvenience by sending me a bottle of wine.
So now I have a new wine bottle cooler AND a complimentary bottle of their delicious Avant Chardonnay headed my way. A HUGE thanks to the Kendall-Jackson Wine Center. Thanks for treating your customers with courtesy and going the extra mile to ensure my customer satisfaction. Word-of-mouth travels fast and I know lots of wine drinkers. I plan to sing KJ's praises as an example of fantastic customer service!
It's really easy to complain about the businesses who treat customers poorly, but it's even more important to commend those businesses who treat their customers well.
When I was visiting their Wine Center, I purchased these really cool frozen wine bottle coolers for myself and to give away as gifts. Unfortunately, I got a dud and the cooler leaked red gunk all over the place (after I put it inside the freezer). I called the Wine Center at Kendall-Jackson and explained what happened. He apologized profusely, and gave me the option of a refund or he would send me another cooler. I really wanted another cooler, so I asked him to ship me another one (which he was more than happy to do - at their expense). But he took it one step further and asked me what kind of wine I liked. I tasted their Avant while I was there, so I told him I really liked their Avant. He threw in a free bottle of wine to make it up to me. Now that is my idea of awesome customer service. He wanted to make up for "my" inconvenience by sending me a bottle of wine.
So now I have a new wine bottle cooler AND a complimentary bottle of their delicious Avant Chardonnay headed my way. A HUGE thanks to the Kendall-Jackson Wine Center. Thanks for treating your customers with courtesy and going the extra mile to ensure my customer satisfaction. Word-of-mouth travels fast and I know lots of wine drinkers. I plan to sing KJ's praises as an example of fantastic customer service!
It's really easy to complain about the businesses who treat customers poorly, but it's even more important to commend those businesses who treat their customers well.
Tuesday, June 19, 2012
Restaurant & Food Trends Look to Eco-Eats
I am lucky to live in northern California and I have lots of healthy restaurant choices at my disposal. As a copywriter for the food and restaurant industry, I like to stay on top of the industry trends. Not to mention, I'm a foodie and love to cook with fresh, local ingredients and produce.
I read a positive article this morning in QSR Magazine that shows how the restaurant/food industry is moving towards a more "eco-friendly" trend.
"Epic Burger’s website stakes out a strong claim to purity. “Our menu is all about what is NOT on it,” the site says. It explains what’s missing: “hormones, antibiotics, trans fats, food coloring, preservatives, nitrates, and yellow mustard."
Consumers have moved (and are moving) towards a health-conscious lifestyle, and they care about what they put into their bodies. And the restaurant industry is responding to this growing and popular need. You only have to watch Supersize Me to know that greasy, fatty fast-food is dangerous and how it can damage our bodies.
And the industry is taking a page from fruits and veggies. Although, you do have to be careful of high sugar content in some juices, it's nice to know that the industry is giving consumers a healthy alternative (and non-dairy choices) - fresh, natural juices.
"Jamba Juice is currently the strongest player in the juice space, but there are other up-and-coming brands as well. Roxberry Juice, which has eight stores in two states, was recently added to Beautiful Brands International’s portfolio, and the recently founded Daily Kitchen & Wellness Bar also offers fresh juice blends. One key element of the new juice craze will be to-go offerings. Ready-to-go drinks and foods like those offered by Evolution Fresh will continue to gain in popularity, even in locations not traditionally associated with healthy eating."
According to the American Diabetes Assocation, there are 25.8 million children and adults in the United States. And out of those people, 8.3% of the U.S. population have diabetes. So it's promising news that the restaurant and food industries are offering eco-friendly and healthier choices for consumers.
And don't forget to shop locally at Farmer's Markets and your local farms - home is where the healthy heart is at!
Friday, June 15, 2012
How to Write a Bio That Sizzles
Wow, it's been a crazy week packed with deadlines. I just turned in an article that included bios of the lovely editors I interviewed. I jazzed up their bios as I realized that they didn't give themselves enough credit. They both loved the extra OOMPH I added to their bios.
As we approach the long days of summer, it might be a good time to crank the AC, and sit down and revise your bio. As you read through your bio, ask yourself the following questions:
1. Does your bio reflect your true personality and brand?
2. Is your bio basically a regurgitation of your resume?
3. Is it creative and makes people want to learn MORE about you?
4. Does your bio read like boring corporate-speak?
5. Would you hire or interview yourself after reading your bio?
Ask a colleague or friend to review your bio, or hire a copywriter or editor to spruce up your bio. A bio is a highly effective marketing tool that gives people an authentic glimpse behind the curtain.
For more ideas, check out my branding/storytelling tips!
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