|In a few weeks it is Easter – the first ‘major’ holiday week of the year. While everyone is looking to some well-earned time off it is the perfect time for the small business owner to do some long-term planning. After all, everyone has a broken work schedule for the week, and possibly next, too. While everyone is relaxed, and can think in a much more expansive way, it’s time to call a Planning Meeting. By programming these during the four major Holiday weeks: Easter, July 4, Thanksgiving and Christmas you will be able to gather everyone’s thoughts on planning for the next quarter, what has worked in the last and long term planning for the next year.
While this sounds like a reason for an argumentative free-for-all, some simple planning steps on your behalf can smooth the way, and ensure that everyone is thinking of the Business, and not just their role in it. The result may also mean actioning ideas that will further engage employees to the business, because you will be auctioning ideas that they feel is theirs.
Whether you are able to make this an entire ‘round-table’ day of planning, or a series of one-on-one interviews the overall path is the same: This is your chance to think in a Macro fashion about what is happening – in turn it makes all of the Micro decisions you have to make on a daily basis much easier to understand and track. It also sets up a planning calendar where you can measure progress and results of all initiatives, be they one quarter in length, or tailored for annual outcomes.
This is your day to ask ‘Where are we, What if, and Why not’ – or perhaps just ‘Why’! Don’t worry about tough questions, new opportunities, and embrace changes, but be prepared to leave with a list of jobs, priorities, course changes and equipment requests that will probably change what you are doing right now, and how. It may even change your company’s future! It may be one of the most exciting and exhausting days of your year, but it’s a practice that we suggest every business, no matter the size, commit to doing.
Here are a few suggestions for you to use as a starting point that will help all businesses become more efficient and profitable:
The amount of small details we have to deal with onside a business culture can lead to ‘Paralysis by Analysis’. Identify no more than three priority objectives for the year that result in you aiming higher and stop sending time on low priorities.
Tracking results for ongoing projects can easily be sidetracked. By creating a list of “what we gain” if we win and by contrast “what is costs” if we lose, we create the motivation to overcome distractions and stay focused on results that matter.
Commit to Change
Strategy without change is worthless. If you ask “What needs to change in order for us to actually do this?” the answer will be a simple Yes or No.
Every objective will naturally spin off a list of projects: The things that need to be done, the new products, the new positions, or the new processes. Identify these projects and assigning an owner to each. After all, this was introduced by someone – at least in part – so make them the one that cares the most about the project and carries the responsibility of moving it forward.
Focus on High Payoff
Identify the highest payoff work for everyone in the organization. This is how you properly assign tasks, and stay focused on what matters most. The three or four high payoff tasks will differ for everyone in the organization, but they become a “go to” as you plan ahead Quarterly and Yearly.
The One Page Plan
Finally, take our goals you need to reach and projects that all have identified to reach them, and align them on one page each in support of the proper top-line objective. Assign each project an owner and charge that person with assembling the team, resources and plan for tackling the project related tasks.
When it comes to keeping our entire business focused on what matters most this is the most important day our organization has in search of day-to-day alignment and focus. Take those broken weeks of holiday work, and ignite your business with simple, clean planning tasks that will move your business forward and engage your workforce.
|Its Movie award time of the year again. Whether you are fan of Hollywood or movies as a whole doesn’t really matter in January and February, because many millions of people get their thrills from seeing the famous and talented on TV, almost as if they have dressed up especially for the viewer. This is the kind of thrill your business copywriting should give to people. A chance to get them into your article by the headline, and the first paragraph. Dress it up for them!
Here are some more tips to ensure that your article makes the most of its time on the Internet’s “Red Carpet”.
Offer the big promise and then clearly deliver
Your headline will be the first thing the subscriber sees, and this is your chance to catch their eye. You want to make a promise that will compel them to read your article. It needs to be sexy, like the opening monologue to the award show – who is it, and what are they going to say?
If you are going to use an offer, let them know what it is, don’t hint:
“Get Free Shipping” is way better than “Look in here for a special gift.” People like free and, the word Get or Getting is extremely important psychologically. It even outperforms exact figures such as percentages (Now, 10% off!). It looks like the reader is so close to receiving something, it’s just a matter of reaching their hand out, and it is theirs.
Avoid lengthy paragraphs
Staring at a huge block of text can be very intimidating. It looks like work.
Don’t make reading your articles look or feel like a chore. Break paragraphs up into something easy to digest and scan quickly if needed. This is the equivalent of showing off in that little cocktail dress, instead of the poor men that have to ‘tuxedo it up’
Write for your readers and address their wants and needs
You have an idea of your perfect customer, and prospect. Write for them, and them alone. When a popular actor gets his or her award, they thank everyone that knows them – everyone in their immediate circle. This is what your writing is doing for your prospects: Write for them, and make them feel as if you are interested in their interests.
Make sure everything is clean and easy to read
Use bullet points and headings so that everyone can see what is coming up, and know what to expect. Look at those clips from movies that are about to be awarded. These are bullet points, and they are repeated every time – even though, by the third time of seeing a clip, we know the movie itself. It’s a way of cutting through the chatter, and focusing your audience’s attention.
If you make a point, follow through with it. Don’t change your style, or your subject half-way through. I’m sure the best director would love to tell a global audience about the movie he is working on now, or the deal he’s just struck for next year’s movie, but they don’t – the subject at hand is celebration, and the work that he may have last seen six months prior. Stick to what you are saying in the way that you are saying it: Familiarity is comforting.
So, how did this article get its genesis point? The articles I have written for beginners in the business copy writing field have been popular, but I felt as if I needed a different hook for this one. By listening to what is hot today, even though I’m not a fan of award shows and do my best to avoid them, I know how much of a hot subject it is for many people. It is that opening paragraph and the headline that will get then into this article – even though it is about something else entirely!
|If you are enjoying a well-placed website with a lot of visitors, it’s time to capture them and keep in touch with them. Picture yourself in a small time shop front business: There are hundreds of people that enter the store ‘ just to browse’, but they never stay to buy. They walk around and pick things up, but never stay. Why?
If I am simply waiting for a specific time, for a meeting, or am simply hiding from the weather outside, I always go into small stores like this. I do it to engage my mind in something, to see what kind of in-store marketing businesses are doing, and to kill a few minutes rather than just hanging around outside, looking suspicious. If I am asked whether I need assistance, I’m always honest about the reasons for my visit, so that the hard-working staff know that they can leave me and move on to someone who may be buying. In other words, I am the typical web visitor. Occasionally, a forward thinking shop staff will see what I am looking at, and say: “That’s at a special price today, because of (insert reason).” That’s thinking, because they want to know what I’m interested in. This is what you want your site to do; to separate the browsers from the shoppers, and find out what the interest level is, and in what.
Add a ‘Contact Us’ button. It’s a CTA (A Call-To-Action) that isn’t too pressurizing, and doesn’t add to much worry to the browser. They know that they can always unsubscribe from any service, and they can sift through the offers that you send them at their own speed, without being cornered into making a decision.
A good tip here is to purchase an automated mail system where you can enter a raft of e-mail messages, and send them information. They are very inexpensive to get into, and you can choose what bells and whistles you need. Now you can send out information about your company to those that have shown an interest: Not every day, but enough for them to keep you and their initial interest in mind. You can copy them on highlights of your latest blog post, or send them special offers that aren’t on your site. Whatever you feel will keep them engaged in your Company’s story. You can even send periodic/seasonal “feel good” emails – like Happy Holidays from…or Happy Valentines day from…and add your little spin to it . Even if only 10% of these contacts buy from you, the chances of them becoming long-term, multiple purchasers are very good. You can then think of new or better ‘Fanzone’ specials for these extra special customers.
If your site isn’t getting visitors, re-design it to cater to your Ideal Customer’s profile. If you are getting visitors, but too high of a ‘Bounce Rate’, re-design your landing page to entice closer inspection. If your Call To Action isn’t working, try different designs and strength of invitation. However, if you are getting interest from your ‘Contact Us’ button, use what you can from your ongoing writings to ensure those visitors remain with you, and shop from you, often.
|Now that Halloween is behind us, it won’t be long before US Thanksgiving celebrations, Black Friday/Cyber Monday online sales, and then Christmas. Of course, New Year is only a few days after that, so it’s time to start thinking about the exciting Holiday Marketing you need for your business. If you haven’t started planning these campaigns, yet, and there isn’t time for separate, unique six-week ad campaigns that have proven useful for companies for the festive season, you may want to think of an overarching idea ‘The Holidays’, namely November through February. If it’s too early to think about Christmas for you, it isn’t for your business, so here’s five tips on readying your businesses’ online holiday campaigning.
1. ‘Click to Call’ tools
Get them to come to you: A ‘click through’ button on your website allows your prospects to see something they like on your website, and contact you directly with a question. Once they know they can reach you, you become approachable, friendly, and someone they would like to start a relationship with. In turn this makes them more open to receiving advertising from you.
There are plenty of tools for this, and to ensure that your company can do this on a regular basis, why not start at the beginning of the Holiday season? You can plan the staffing of the phones for business hours, set up a return call system for outside hours, and promoting this service gives you an additional ‘touch point’ with the fans you have already. It may teach you things that you need for times outside of the holidays.
Customers and prospects are usually busy themselves at this time of year, so you can open up a stress-saving avenue for contact with them. They will always pass on good news to others!
2. Search Functionality.
If Prospects and customers cannot find what they want on your site in a short search time, they will give up and go somewhere else. Use your site analytics to find out where people go, which pages they land on, visit, and bounce from. These metrics will show you patterns of use that will give you clues on what is not working. If you are the type of business looking to use the holidays for sales or advertising and want to highlight different or new items and services, make sure that all pages showcase your business as best they can, and offer functionality. Now is the time to re-design to answer the questions these analytics results bring up. In turn, you may find places that need re-design to seamlessly loop this process site-wide.
3. Add some video
It is by far the best teaching tool, is the most popular among visitors, and can be the most effective: is it time for a festive video presentation, or tour through the site? Get your gatekeeper to front it, and – when they answer the phone – they will be recognized.
4. Related Content
Do your pages lead to the next right page? Is there a clue that your Analytics can give you as to how people navigate your site? Perhaps some well-placed teasers, directions, or offers would both strengthen those ‘tours’, and bring weaker ones up to that strength? This is not a case of more links, but rather stronger ‘suggestive’ items as to where to go next. This drives traffic to the warmest and coolest areas of your business, based on actual customer ‘tours’.
5. Strengthen the customer engagement.
Make sure that you have an easy-to-navigate map of your site, ask for feedback, and advice, and always measure your engagement. The Holidays are a great time to do that, because you may be highlighting Thanksgiving, Black Friday, Christmas, Boxing day, New Year, and Valentine’s day special attractions. If the next time you take a breath will be in late February, have your specials lined up, and signpost them correctly. Then, take note of visitor feedback (Both on your site, and through contact), to find out what you can do better for the rest of the year.
This means that this time, next year, your site will be more ready for business, your advertising will change to reflect and point out these changes, your customer and prospect engagement will increase, and a glimpse inside your current and future customers will be much stronger.
Always look at advertising changes as another way to engage with both customers and prospects. If this time of year is your busy time, listen to what people are saying about you during the holiday period, and make changes based on this conversation. In turn this will keep people on our site longer, and lead to more committed evangelists as well as more newcomers interested in what you do.