SEO Content Tips: Why Overused Business Catch Phrases Could Hurt Your Brand

Every industry/niche has its own jargon and buzz words. Before you sit down to write your next article, email, or blog post, look at the words you use. Are you using industry jargon and words that will go right over your audience's head? You want to speak to, and not AT, your audience. Obviously, there are times you can't avoid jargon (especially if you work in a very jargon-oriented industry like finance, etc.), however, the way you write to a colleague and/or employee is very different than how you should address your target markets/audience.

Ditch Overused Words 
You want your articles and blog posts to be easily found in the search engines, so write for your audience (and not for the search engines). Yes, keywords are important but write for actual human beings and don't inundate your audience with rambling, verbose jargon that leaves them confused.

Ditch the corporate speak. Avoid using the following words and "catch phrases" when writing business-related correspondence or content. These words/statements get overused in business content and the meaning becomes lost. Not to mention, you start sounding like every other brand/company out there.

• unique
• out of pocket
• push the envelope
• leverage
• incentivize
• level the playing field
• impactful
• hit the ground running
• liaise
• on the same page
• guesstimate
• go rogue
• synergize/synergy
• think outside the box
• win-win
• value-added
• turnkey
• under the radar
• throw under the bus
• throw it against the wall and see if it sticks

People don't want to read overused catch phrases that don't make any sense to them. Research and write about topics that interest your audiences and don't speak down to them! 

The Lady Thigh Shaper Debacle: Why Unsolicited Direct Mailings Are a Major Fail in the Digital Age

Sorry for the hiatus. I was knee-deep in true crime blogging about the Jodi Arias trial but now I'm back on track with my Zenful blog. So where were we?

A few months ago I was sent a piece of unsolicited mail. That's right, folks. An actual postcard that was delivered to me by the U.S. Postal Service. I didn't even know direct mailings still existed? I was not having the best day so when I read the postcard about "lady thigh shapers"-- evil looking stocking contraptions that reminded me of those horrid circulation stockings (which are not fun to wear--been there, done that!) -- I wasn't a happy camper.

I fired off an email to their customer service rep and basically told them they wasted postage by sending me an unsolicited piece of mail (can you say recycle bin?) and asked them to take me off their mailing list and to never contact me again. First, it is insulting to me as a woman. Did they find pictures of women online and say hmmm, look at the thighs on her, she really needs our vice-constricting thigh shapers, that will not only suck the cellulite in, but will also cut off her circulation? Thanks, but NO thanks!

I'm not going to name the company because I don't want to give them any publicity. C'mon, in the age of the internet and email campaigns, sending unsolicited direct mail is a HUGE waste of money -- not to mention it's a MAJOR fail.

That piece of mail really annoyed me and it only takes one customer, like me, to spread the word--and not in a good way! I told other friends about what happened and posted the information on my social media about my bad experience with this company. As a result, at least 200 plus people read about this company's spammy direct mailing. A lot of my female friends commented on what a lame product it was anyway--why would women even WANT to wear those awful stockings? Sorry, but the lace trim doesn't disguise the fact that they look like shapewear for women FAR older than me.

So word to the wise to all lady shapewear companies, don't send out direct mailings and insult women who never "opted in" and shared their contact information with you. I'm sure they bought my information from a list but the tired tricks of circa-90s direct mailings just don't work--and they definitely DO NOT work on me.

Major fail. You won't ever catch me wearing lady thigh shapers. Ever.

Troll Patrol: How to Spot a Troll & Other Cyber Riff-Raff

Sorry for the absence but I'm back and writing about my favorite topic: online reputation management. I've been quite active in a Facebook group that involves the trial of Jodi Arias. It's amazing how many trolls came out of the cyber woodwork with this trial. If you aren't familiar with the case, it's a huge profile murder trial that has been happening since January.

I've monitored social media groups before, but this case has really brought out the worst in people - to the point that people's pictures and identities are being stolen (even more scary, their children's pictures are being stolen). It's really easy to get caught up in the web that these trolls spin, but you really need to stay on your toes with these trolls.

An online troll is defined as: "someone who posts inflammatory, extraneous, or off-topic messages in an online community such as forums, chat room, blog, etc. with the primary intent of provoking readers into an emotional response." 

How To Spot an Internet Troll 

1. They use an alias (especially when they create social media accounts i.e. Facebook) and don't use their real name.

2. They only have a few contacts or friends on their profile or contact list.

3. They don't have any comments or interaction from other people posted on their page/account.

4. They don't have any photographs identifying who they are (or they post a fake photograph or image). Another warning sign: if they post pictures from high school and don't post current photos that could be a warning sign that they aren't who they say they are!

5. If they do have friends on their list, the names sound shady and fake (these could be under the same person - fake or multiple accounts).

6. IF they sound too good to be true, they probably aren't real. Also, if they want you to send money or donate to their cause, website, blog, etc. run in the opposite direction!

7. If they constantly send you spam messages, then yup, it's a TROLL!

8. Trolls use "throw away" email addresses. They use Gmail or Hotmail accounts so they can't be easily traced or they create bogus email addresses that don't even exist. This also applies with fake URLs of websites or blogs that don't exist.

9. Trolls are lazy - they don't want to take the time to fill out profiles or the "About" section. If these sections are left blank, then you probably have a troll on your hands.

and last but NOT least...#10 Trolls will always leave a trail and will eventually be caught. They will slip up with their email addresses, contact information, or use words or phrases that sound "fishy." Sometimes trolls use proxy servers (to hide their IP addresses) but as I mentioned above, trolls are lazy and they will slip up at some point...and that's when you can nab them.

If all else fails and you want to get rid of a troll, the best way to handle a troll is to delete them, block them, and report them to the administrator of the group, or report them to Facebook or Twitter.

For more information about how to avoid and protect yourself from online spammers and scammers, check out my blog series I wrote last year with fellow co-author, Karen Elliott.

Remember to stay safe and play it smart online - please, please protect your identity as it's very easy for these trolls to tap into your personal information. Hackers are sophisticated these days and you can never be too careful. 

Return on Investment: Are You Selling & Marketing Benefits?

As a former fundraiser, I was always marketing and pitching the benefits to donors. If they chose to invest their donation in the cause, what benefits would they receive and where would their money go? In this tough economy, whether you sell the latest widget or gadget, or want to increase your donor base...it all comes down to benefits.

Don't Just Talk About Your Products & Services: Show Worthwhile Benefits
I recently had the benefits vs. products conversation with a client partner. When I write sales copy for my clients, this is always in the forefront of my strategic brain. I explained how these certain products needed to show the benefits as opposed to just talking up the brand as a product unto itself.

Yes, people invest in the brand solely for the brand name, but that brand name comes with benefits - usually high quality and reliability that people can trust and rely on every time they "invest" in that particular brand. When people drop a chunk of change for a product or service, they don't fork over their money blindly. They want to receive value, in the way of benefits, in exchange for their investment.

Show your benefits - whether visually/graphically, audio/video, or via the written word (or all of the above!)  It all comes down to a valuable investment. People want to know what they get in return for the money they plan to spend on your products and services...and are they a worthwhile investment that will yield successful results? How will these benefits improve their bottom-line, and even more important, how will these benefits improve their LIFE?

Are You the Only Person Who Likes Your Product or Service?
I know that sounds like an odd question, but look at the show "Shark Tank" -  many contestants have competed on there with products that don't make sense (or they are the only one who likes their product). Yet they still ask investors to back a product that honestly won't sell in the "real world." If you haven't done your market research BEFORE you launch a product or service, you are looking at problems down the road.

If you are the only one who likes the product or service, it's going to be a tough sell. You need to think strategically - who are the target markets and who would actually use this product or service and will they invest in it? It won't do you any good if you are the only person on this planet who believes in or likes your product or service. You want others to like and believe in your products and services BEFORE you sell or market it.

I know that sounds like a no-brainer but there are some businesses who take the knee-jerk approach. They realize, after the fact, that they can't sell anything because no one else is invested in the "benefits" of the product. You could have the most amazing product or service in the world, but if you can't show why your products and services could make someone's life easier then you need to start at square one.

Tunnel Vision Content Won't Win You Fans
This also holds true of your content marketing. If you create a blog or website and you only write about topics that interest you, then you'll be your biggest - and ONLY - fan. Think about content that interests your target markets. If you don't care about sales or a bottom-line, that's one thing. However, if you want people to jump on your bandwagon then don't produce contently solely for yourself.

Whether you are a fundraiser or a new start-up, think return on investment when you market your products and services (or cause)...and show don't tell!

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Social Media Justice & The Jodi Arias Trial

I continue to follow the Jodi Arias/Travis Alexander trial and participate in a Facebook group and Twitter feeds concerning news and updates about the trial. I'll save my political and legal rants for another time (or check out my editorial-based blog to read my updates and feedback about the trial).

As someone who assists clients with their online reputation and brand management via social media, social media plays an integral role in this trial. There are many Facebook groups - both for and against - Jodi Arias and many in support of the victim, Travis Alexander. When I want to find the latest information about the trial, I log into my Twitter and Facebook group. You can find the live stream of the trial online and news sources blog live updates throughout the day. The trial is literally at your virtual social media fingertips.

I wonder if any news about the trial has leaked to the jury? It seems like they literally cannot have any form of technology with him because you can find any and all information online. Were their phones confiscated? I know that they are sequesteredm but how cut off are from the rest of the virtual world?

But where there is heat comes fire with a high profile murder case. The lawyers, Alexander and his family, and Arias herself have been bashed in social media posts. Opinions are what makes up social media, and depending on how you view the trial, social media could either help or hurt (or both) in the Travis Alexander trial.

It's All in the Eyes: What Do Your Eyes Really Say About You & How You Communicate?

It's been said that the "eyes are the window to the soul." Friends have told me that they can tell how I'm feeling just from looking at my eyes - when I'm tired or upset, my eyes usually give me away.

For the past few weeks, I've been watching the Jodi Arias trial and tuning into what the body language experts have to say about Arias' body language, especially concerning her eyes. Based on how she looks down with her eyes and glances away from the prosecutor during the trial, she shows signs of deception and lying - not a big shocker. 

You don't have to be a forensics psychologist to put two and two together. As human beings, we can usually tell when someone is being deceptive or shifty: does the person look you straight in the eye or does their gaze shift away from you? As I listened to the experts weigh in about body language, it made me wonder about my body language. More specifically, what kind of message do I send with my eyes when I talk with a client, or when I meet someone new? 

Check out these five types of eye movements and the message you send, while talking to someone, just from your eyes alone: 

1. An intense stare or glare (without interruption) for a long period of time - the stare down:  threatening or invasive (if the pupils are really small, then you might want to run in the other direction!) 

2. Avoiding another person's gaze (or eyes shift downward or to the side): feeling uncomfortable about subject or topic, lying and/or feelings of guilt. But don't judge too quickly: if you stare at another person for a long period, they may look away for a few seconds just to take a break from your gaze.

3. Gazing at regular intervals (but not in a stare-down type of way) - direct eye contact: open to the conversation, invites communication and discussion, and shows a relaxed manner and a sign of confidence. 

4. Rapid, excessive blinking: feelings of stress or discomfort, and/or shows signs of deceit and dishonesty 

5. Rolling eyes in upward motion: disagreement, feelings of frustration with conversation

Another helpful tip: if you meet someone for the first time and want to make a favorable impression, smile and look that person in the eye while extending your hand in a friendly manner. Warning: don't hold eye contact too long or you'll creep the other person out. 

How Color Impacts Your Content and Websites

I'm not a designer but as a copywriter, I work with designers and I write web site copy and content for the restaurant and food industry. Color plays a huge role when it comes to impacting your audience in a negative or positive way. If your content does not visually appeal to your targeted market, then you will probably turn them off as soon as they click on your blog or website.

When choosing colors for your content (from layout design to fonts), think carefully how about these colors will emotionally impact your audience. Colors appeal to the senses. For example, the biggest visual mistake in the restaurant and food industry is grainy, black and white food photography that restaurants use in their menu, websites, and social media. Food photography should pop with rich, appetizing colors. The dishes should LOOK delicious and appealing and not turn your customers' stomachs as soon as they look at the pictures.

Before you go wild with color, consider the psychology behind colors and the feelings they evoke: 

Green - a healing color tied to health and also related to animals, nature, balance and harmony. Green can also be tied to money and finance (i.e. money green).

Red - feelings of passion, love, action, strength, power, boldness, sense of adventure etc. and can also be considered an "angry" color (i.e. fire-engine red)

Blue - Soft and harmonious (pale, softer pastel blues) and darker blues reflect professionalism and success.

Purple - Royal, regal and luxurious (deep bold purple) or whimsical, dreamy, wistful (softer lavender shades)

Orange - Fun, creative, youthful, vibrant and energetic

Pink - Sweet, tender, and youthful/innocent

Brown - Earthy and natural

Grey - Reserved and neutral

White - Clean, pure, simple

Black - Serious, formal, mysterious/secretive 

If design and color aren't your forte, hire a professional designer to help you choose the best colors, layout design, etc. for your content and site. The wrong color choices could easily scare or turn off your targeted audiences.