tag:blogger.com,1999:blog-83136722908710248882024-03-13T11:36:00.338-07:00The Copy BlockRants, Raves, and Ruminations on copywriting and marketing from Caryn Starr-GatesAnonymoushttp://www.blogger.com/profile/03874852817270082881noreply@blogger.comBlogger39125tag:blogger.com,1999:blog-8313672290871024888.post-69881920584831415402018-12-13T13:30:00.003-08:002018-12-13T13:30:41.948-08:00Five Ways to Get Started with Text-to-Donate by Year-End: A Guide for Non-Techies<i>This is a guest post from Eric Bryant of Gnosis Media Group</i><br />
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<span lang="EN-GB" style="font-family: "Times New Roman",serif; font-size: 12.0pt; line-height: 115%; mso-bidi-font-size: 10.0pt;">With advances in
technology, the methods of fundraising have also changed. Text-to-donate is one
of the latest methods to be used by charitable organizations to connect with
donors and receive donations. It is largely based on mobile technology in which
the donor will send a keyword to a short code (a shortened 4-, 5-, or 6-digit
phone number) to send a donation to a non-profit or charity. In response, the
donor receives an automated response with a payment link. The donor clicks on
the link and follows instructions to complete payment. The system then sends a transaction
receipt to the donor via text message. </span></div>
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<br /></div>
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<span lang="EN-GB" style="font-family: "Times New Roman",serif; font-size: 12.0pt; line-height: 115%; mso-bidi-font-size: 10.0pt;">With the holiday
season here, many organizations may wish to implement a text-to-donate campaign
for their year-end (or anytime) fundraising efforts. Here are some tips to get
started:</span></div>
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<br /></div>
<div class="MsoListParagraphCxSpFirst" style="mso-list: l0 level1 lfo1; text-indent: -.25in;">
<span lang="EN-GB" style="font-family: "Times New Roman",serif; font-size: 12.0pt; line-height: 115%; mso-bidi-font-size: 10.0pt; mso-fareast-font-family: "Times New Roman";"><span style="mso-list: Ignore;">1.<span style="font: 7.0pt "Times New Roman";">
</span></span></span><b style="mso-bidi-font-weight: normal;"><span lang="EN-GB" style="font-family: "Times New Roman",serif; font-size: 12.0pt; line-height: 115%; mso-bidi-font-size: 10.0pt;">Decide on your keyword. </span></b><span lang="EN-GB" style="font-family: "Times New Roman",serif; font-size: 12.0pt; line-height: 115%; mso-bidi-font-size: 10.0pt;">What is the work people will text to you? Keep
it simple and easy to remember. For example, if you’re a charity for children,
something like “4KIDS” might work well. Keywords generally need to be 4-12
characters, but make sure yours is easy for prospective donors to spell and to type
on their mobile devices.,</span></div>
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<br /></div>
<div class="MsoListParagraphCxSpMiddle" style="mso-list: l0 level1 lfo1; text-indent: -.25in;">
<span lang="EN-GB" style="font-family: "Times New Roman",serif; font-size: 12.0pt; line-height: 115%; mso-bidi-font-size: 10.0pt; mso-fareast-font-family: "Times New Roman";"><span style="mso-list: Ignore;">2.<span style="font: 7.0pt "Times New Roman";">
</span></span></span><b style="mso-bidi-font-weight: normal;"><span lang="EN-GB" style="font-family: "Times New Roman",serif; font-size: 12.0pt; line-height: 115%; mso-bidi-font-size: 10.0pt;">Select a service provider. </span></b><span lang="EN-GB" style="font-family: "Times New Roman",serif; font-size: 12.0pt; line-height: 115%; mso-bidi-font-size: 10.0pt;">Before you collect those donations you
need to select a third- party service provider who will provide a digital
platform to run the text giving campaign. The provider gives your organization a
unique phone number on which the transactions will be processed and provides
all the backend technical and software support so that the process can run
smoothly. Make sure you understand the features you need and whether the
provider offers them. Here’s a great </span><span lang="EN-GB"><a href="https://www.gmg.cm/blog/competitor-comparison-gmg-vs-textgives"><span style="font-family: "Times New Roman",serif; font-size: 12.0pt; line-height: 115%; mso-bidi-font-size: 10.0pt;">post</span></a></span><span lang="EN-GB" style="font-family: "Times New Roman",serif; font-size: 12.0pt; line-height: 115%; mso-bidi-font-size: 10.0pt;"> that compares two popular text-to-give providers in
terms of features and benefits.</span></div>
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<br /></div>
<div class="MsoListParagraphCxSpMiddle" style="mso-list: l0 level1 lfo1; text-indent: -.25in;">
<span lang="EN-GB" style="font-family: "Times New Roman",serif; font-size: 12.0pt; line-height: 115%; mso-bidi-font-size: 10.0pt; mso-fareast-font-family: "Times New Roman";"><span style="mso-list: Ignore;">3.<span style="font: 7.0pt "Times New Roman";">
</span></span></span><b style="mso-bidi-font-weight: normal;"><span lang="EN-GB" style="font-family: "Times New Roman",serif; font-size: 12.0pt; line-height: 115%; mso-bidi-font-size: 10.0pt;">Market the campaign. </span></b><span lang="EN-GB" style="font-family: "Times New Roman",serif; font-size: 12.0pt; line-height: 115%; mso-bidi-font-size: 10.0pt;">Once the logistics are in place, it is
time to put out the word about your campaign to potential donors. Develop a
sound marketing strategy that consists of placing your keyword and short code
on your website, sending out a call to action to your email lists, and
publishing social media posts. Gnosis Media Group offers social media and text blasts
promotions with our premium packages.</span></div>
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<br /></div>
<div class="MsoListParagraphCxSpMiddle" style="mso-list: l0 level1 lfo1; text-indent: -.25in;">
<span lang="EN-GB" style="font-family: "Times New Roman",serif; font-size: 12.0pt; line-height: 115%; mso-bidi-font-size: 10.0pt; mso-fareast-font-family: "Times New Roman";"><span style="mso-list: Ignore;">4.<span style="font: 7.0pt "Times New Roman";">
</span></span></span><b style="mso-bidi-font-weight: normal;"><span lang="EN-GB" style="font-family: "Times New Roman",serif; font-size: 12.0pt; line-height: 115%; mso-bidi-font-size: 10.0pt;">Gauge the results. </span></b><span lang="EN-GB" style="font-family: "Times New Roman",serif; font-size: 12.0pt; line-height: 115%; mso-bidi-font-size: 10.0pt;">Make sure you choose a provider that gives
you the metrics you need. Some important campaign metrics include subscriber
count, clicks (on donate links), and of course, donation tracking. Keep in mind
that some providers do not offer their own payment processing; therefore, they
may not be able to tell you when a donation is made or how much in donations
are collected. Also, be wary of companies that serve as a custodian of your
donated funds. Not all companies are credible in this regard, and generally
only another non-profit can serve as a fund custodian.</span></div>
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<br /></div>
<div class="MsoListParagraphCxSpLast" style="mso-list: l0 level1 lfo1; text-indent: -.25in;">
<span lang="EN-GB" style="font-family: "Times New Roman",serif; font-size: 12.0pt; line-height: 115%; mso-bidi-font-size: 10.0pt; mso-fareast-font-family: "Times New Roman";"><span style="mso-list: Ignore;">5.<span style="font: 7.0pt "Times New Roman";">
</span></span></span><b style="mso-bidi-font-weight: normal;"><span lang="EN-GB" style="font-family: "Times New Roman",serif; font-size: 12.0pt; line-height: 115%; mso-bidi-font-size: 10.0pt;">Acknowledge donations and continue
engaging. </span></b><span lang="EN-GB" style="font-family: "Times New Roman",serif; font-size: 12.0pt; line-height: 115%; mso-bidi-font-size: 10.0pt;">Although the donor
receives a receipt of the donation he made to the organization, it is important
that you acknowledge each donor’s contribution and keep them aware of the
progress of your campaign. Remember, getting new donors is good, </span><span lang="EN-GB"><a href="https://www.gmg.cm/blog/getting-donors-is-good-but-retaining-donors-is-even-better"><span style="font-family: "Times New Roman",serif; font-size: 12.0pt; line-height: 115%; mso-bidi-font-size: 10.0pt;">but getting repeat donors is the way to fuel growth</span></a></span><span lang="EN-GB" style="font-family: "Times New Roman",serif; font-size: 12.0pt; line-height: 115%; mso-bidi-font-size: 10.0pt;">. Though it goes without saying, thanking
and acknowledging donors is key to retention. A successful manager will strive
to make donors feel connected to the cause for better retention. </span></div>
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<span lang="EN-GB" style="font-family: "Times New Roman",serif; font-size: 12.0pt; line-height: 115%; mso-bidi-font-size: 10.0pt;">Getting started
with a text-to-donate campaign doesn’t have to be intimidating or super technical.
If you follow these simple steps, the donation campaign you run is sure to
succeed.</span></div>
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<![endif]--><span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-ansi-language: EN-US; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin;">Eric Bryant started
Gnosis Media Group </span></span></i><i><span lang="EN-GB" style="font-family: "Times New Roman",serif; font-size: 12.0pt; line-height: 115%; mso-bidi-font-size: 10.0pt;"><span style="font-family: "Times New Roman",serif; font-size: 12.0pt; mso-ansi-language: EN-US; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin;"><i><span lang="EN-GB" style="font-family: "Times New Roman",serif; font-size: 12.0pt; line-height: 115%; mso-bidi-font-size: 10.0pt;">(<a href="http://www.gmg.cm/">www.gmg.cm</a>) </span></i>in 2008; it offers an award-winning <a href="http://gmg.cm/text-to-donate" style="background-position-x: 0px; background-position-y: 1.07em;" target="_blank">text-to-donate service for nonprofits</a></span>.</span></i></div>
<br />
Anonymoushttp://www.blogger.com/profile/03874852817270082881noreply@blogger.com1tag:blogger.com,1999:blog-8313672290871024888.post-8652279509529863932018-10-26T12:02:00.001-07:002018-10-26T12:02:42.718-07:00Writing a Better, Optimized LinkedIn Profile Summary<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhXLfFUkXPHCIIJ6PioUH8wH9ozcl-KojNpeW-S2yZvOtpJ9e_fiO3V4KuqrlUoIaczSHXqoGXZtlZH3M4rbGOwZG6CdmHOHZKO0GNltp8cogdXLLQ4Ghz7CZrb1NKWCVt2QpaZ2_LZ9RM/s1600/LinkedIn-Logo-R.png" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="265" data-original-width="300" height="176" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhXLfFUkXPHCIIJ6PioUH8wH9ozcl-KojNpeW-S2yZvOtpJ9e_fiO3V4KuqrlUoIaczSHXqoGXZtlZH3M4rbGOwZG6CdmHOHZKO0GNltp8cogdXLLQ4Ghz7CZrb1NKWCVt2QpaZ2_LZ9RM/s200/LinkedIn-Logo-R.png" width="200" /></a></div>
<b>How's your LinkedIn profile? When is the last time you visited it or updated it?</b><br />
<br />
The platform went through some changes over the past or so and with 2018 coming to a close, it's a great time to update your LinkedIn profile for the upcoming new year and optimize it for search.<br />
<br />
After all, as a leading B2B social network, LinkedIn is where your potential clients, users, buyers, customers, and referral sources will find you. So just like a website, optimizing your profile content is important.<br />
<br />
1 - Update your headline (and feel free to do so periodically). This is the bold descriptive line below your name that broadcasts what you do. When I write LinkedIn profile summaries, I like to include a "what's in it for them" element, a value proposition element so people can see right away why they should contact you. You have up to 120 characters (including spaces) to do this so be judicious, but include a relevant search term here.<br />
<br />
2 - Your summary is where you can tell your story. Gone are the days of stiff third-person descriptions (unless that's your style). Draw the visitor in, tell them why you love what you do, share a significant win, talk about specialty areas. Bring out your unique selling proposition (USP); why should someone contact you over your competition? This section gives you up to 2000 characters with spaces so it's fairly generous in terms of room to sell yourself. Be sure to include search terms related to your area of expertise, your industry, and the clientele you serve.<br />
<br />
3 - Other areas are available for your job experience (current and prior), education, certifications and professional designations, areas of interest, accomplishments, and other resume elements that don't need to be in your summary.<br />
<br />
4 - Ask for recommendations from quality sources: colleagues, vendors, partners, clients. These should be authentic testimonials and are an excellent way to enhance your LinkedIn profile.<br />
<br />
5 - Endorsements - these are nice if people are truly endorsing you for skills they know you possess and at which you excel. That might not always be the case; that's why I prefer recommendations.<br />
<br />
6 - Add files tho showcase your deliverables - presentations and white papers are excellent additions.<br />
<br />
7- Publish on LinkedIn. Remember LinkedIn Pulse? That's gone but you have the ability to publish articles; it's a great way to give your blog additional breadth (consider doing a slight edit so it's not duplicate content) or to amplify your weekly posts by mixing in longer-form content.<br />
<br />
Now that your profile is stellar, be sure to post with some consistency; a couple of times a week is ample. The posts can be fairly long, 1300 characters, but that figure is reduced if you are adding an image or a link.<br />
<br />
What to post? Glad you asked! You can share third-party news and articles by others with your commentary (which shows your insights and expertise in the field) as well as your own original content that drives traffic to your website or a specific landing page. There's plenty of information out there to share and comment on to mix in with your content about your field. But that's a post for another day.<br />
<br />
Need help with your LinkedIn and other social media profiles or posts? A <a href="http://www.starrgates.com/marketing" target="_blank">professional copywriter </a>can help. You know what to do: caryn@starrgates.com or 201-791-4694. Anonymoushttp://www.blogger.com/profile/03874852817270082881noreply@blogger.com0tag:blogger.com,1999:blog-8313672290871024888.post-19943615201205658152018-07-04T15:45:00.003-07:002018-07-04T16:05:27.538-07:00The Age of Incivility: the Loss of Civil Communication on Social Media<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjKN8P3DibEtzuuZt52JdRQ_1Anw6kG7k65AnhDM1u5GqWFD8N7v_XjF_zhqstju044fSN85r_47AkYSGZDRxqVzbSWkV3ggQorJPmN71idVfZ2pdn-Zfq8Ow16RiLOKcLnIRawJXMJF8w/s1600/hate+speech.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="1144" data-original-width="1600" height="228" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjKN8P3DibEtzuuZt52JdRQ_1Anw6kG7k65AnhDM1u5GqWFD8N7v_XjF_zhqstju044fSN85r_47AkYSGZDRxqVzbSWkV3ggQorJPmN71idVfZ2pdn-Zfq8Ow16RiLOKcLnIRawJXMJF8w/s320/hate+speech.jpg" width="320" /></a></div>
The hashtag #civility has been popping up on Facebook and I'm sure, on other social media platforms, and for good reason. The divisive political climate (and equally divisive rhetoric), coupled with the incessant social media chatter around us, has given rise to increasingly gross, distasteful, and hateful attacks across the digital space.<br />
<br />
Why all the hate? Can't we all just agree to disagree?<br />
<br />
Social media provides a veil behind which people can hide. It enables users to go after people they don't even know, whose views run counter to their own. But it's often not a matter of, "I respectfully disagree." It is very often vehemently hostile, crude language flung at complete strangers, often about topics that might not even direct affect the flinger's life. Even in matters that many of us care about deeply, and may or may not impact our daily lives, why is there no civility in the responses? Why all the knee-jerk ugly reactions that are cluttering up our feeds?<br />
<br />
Humans are attached to the need to be right, often at great cost. As is often seen on social networks, that cost is one's personal dignity and social civility.<br />
<br />
There is ample digital real estate for civil discourse, a sharing and an exchange of views in a respectful manner. There are people with whom I am connected, and some with whom I work, that do not share my politics, religion, ethnic or cultural background, or views on societal matters but we find the common ground upon which we can converse with civility. We respect each other as fellow citizens and colleagues. As a former boss used to tell me, "Be tough on the issues but easy on the people." Would that more of us would heed that advice.<br />
<br />
We see the hostile comments everywhere. Twitter threads devolve into acidic stews of vitriol. Facebook comments turn ugly in a tap of a key. Internet trolls throw major shade, convolute stories, bully total strangers. I've even seen it occasionally on LinkedIn of all places (speaking of, please keep your posts related to business there). Sniping and cursing at people unknown to the user, a friend of a friend perhaps, is commonplace. It's also offensive and unnecessary. Remember what the teacher said: If you don't have anything nice to say, don't say anything. Or take it offline and keep it away from the rest of us who just want to enjoy each other's company.<br />
<br />
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgFPWgABKSixO-oZbpv-s7hbOHk_FdNqS4qXkPFtdBhdqGdQ3v09lyxPwOuQjyiDJk5KvlStdjmp4e_OtImZe3iXI41qBjrncz2USiRmIA_bC4sdgswYNz4AGBwEQ8LHMnQk8D3ivl56j4/s1600/fake-news.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="802" data-original-width="1200" height="133" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgFPWgABKSixO-oZbpv-s7hbOHk_FdNqS4qXkPFtdBhdqGdQ3v09lyxPwOuQjyiDJk5KvlStdjmp4e_OtImZe3iXI41qBjrncz2USiRmIA_bC4sdgswYNz4AGBwEQ8LHMnQk8D3ivl56j4/s200/fake-news.jpg" width="200" /></a></div>
The real news/fake news battle is not helping matters. Before you post that incendiary story or react to the WTF-worthy headline (and perpetuate the hate, intentionally or unintentionally), read the actual article. Find out the source; is it an actual news organization? Check snopes.com or truthorfiction.com if you must, if the story seems too crazy to believe. Likewise, don't believe every meme you see; remember that someone created it and the quote might not be true, the story not factual, the attribution incorrect or out of context. We can all help cut down on the vitriol if we take a few minutes to check something out before spreading rumors and ill will. (<i>Image: Nick Youngson Photography</i>)<br />
<br />
By the way, one positive feature about scrolling through your feed to
see what your connections are talking about is that you can keep on
scrolling. Don't stop. Don't react. Just keep on going if you don't like
the conversation. Or, take a deep breath and type a considered,
considerate response. It's easy to do if you are not attached to proving
a point but to sharing a viewpoint instead.<br />
<br />
I encourage you to take many deep breaths as you scroll through your feeds, consider writing responses rather than reactions, respect each other's right to opinions and world views, pass over the posts you don't like, and help bring back #civility to the social media discourse. It was once there and this is entirely possible.<br />
<br />
<br />
<br />Anonymoushttp://www.blogger.com/profile/03874852817270082881noreply@blogger.com0tag:blogger.com,1999:blog-8313672290871024888.post-18909999507471920242018-05-21T06:15:00.000-07:002018-05-21T06:26:09.374-07:00Video Content Enhances Employee Training in a Social World<!--[if gte mso 9]><xml>
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="envelope address"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="envelope return"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="footnote reference"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="annotation reference"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="line number"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="page number"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="endnote reference"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="endnote text"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="table of authorities"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="macro"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="toa heading"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List Bullet"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List Number"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List 4"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List Bullet 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="List Number 5"/>
<w:LsdException Locked="false" Priority="10" QFormat="true" Name="Title"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Signature"/>
<w:LsdException Locked="false" Priority="1" SemiHidden="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Body Text"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Body Text Indent"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" Priority="11" QFormat="true" Name="Subtitle"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Body Text First Indent 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Body Text Indent 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" Priority="22" QFormat="true" Name="Strong"/>
<w:LsdException Locked="false" Priority="20" QFormat="true" Name="Emphasis"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Plain Text"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="E-mail Signature"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Top of Form"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Normal (Web)"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Acronym"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Address"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Cite"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Code"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Definition"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Keyboard"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Preformatted"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="HTML Typewriter"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Normal Table"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Outline List 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Classic 4"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Colorful 1"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Colorful 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Columns 1"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table 3D effects 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Elegant"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Subtle 1"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Subtle 2"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Table Web 3"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
Name="Balloon Text"/>
<w:LsdException Locked="false" Priority="39" Name="Table Grid"/>
<w:LsdException Locked="false" SemiHidden="true" UnhideWhenUsed="true"
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<w:LsdException Locked="false" SemiHidden="true" Name="Placeholder Text"/>
<w:LsdException Locked="false" Priority="1" QFormat="true" Name="No Spacing"/>
<w:LsdException Locked="false" Priority="60" Name="Light Shading"/>
<w:LsdException Locked="false" Priority="61" Name="Light List"/>
<w:LsdException Locked="false" Priority="62" Name="Light Grid"/>
<w:LsdException Locked="false" Priority="63" Name="Medium Shading 1"/>
<w:LsdException Locked="false" Priority="64" Name="Medium Shading 2"/>
<w:LsdException Locked="false" Priority="65" Name="Medium List 1"/>
<w:LsdException Locked="false" Priority="66" Name="Medium List 2"/>
<w:LsdException Locked="false" Priority="67" Name="Medium Grid 1"/>
<w:LsdException Locked="false" Priority="68" Name="Medium Grid 2"/>
<w:LsdException Locked="false" Priority="69" Name="Medium Grid 3"/>
<w:LsdException Locked="false" Priority="70" Name="Dark List"/>
<w:LsdException Locked="false" Priority="71" Name="Colorful Shading"/>
<w:LsdException Locked="false" Priority="72" Name="Colorful List"/>
<w:LsdException Locked="false" Priority="73" Name="Colorful Grid"/>
<w:LsdException Locked="false" Priority="60" Name="Light Shading Accent 1"/>
<w:LsdException Locked="false" Priority="61" Name="Light List Accent 1"/>
<w:LsdException Locked="false" Priority="62" Name="Light Grid Accent 1"/>
<w:LsdException Locked="false" Priority="63" Name="Medium Shading 1 Accent 1"/>
<w:LsdException Locked="false" Priority="64" Name="Medium Shading 2 Accent 1"/>
<w:LsdException Locked="false" Priority="65" Name="Medium List 1 Accent 1"/>
<w:LsdException Locked="false" SemiHidden="true" Name="Revision"/>
<w:LsdException Locked="false" Priority="34" QFormat="true"
Name="List Paragraph"/>
<w:LsdException Locked="false" Priority="29" QFormat="true" Name="Quote"/>
<w:LsdException Locked="false" Priority="30" QFormat="true"
Name="Intense Quote"/>
<w:LsdException Locked="false" Priority="66" Name="Medium List 2 Accent 1"/>
<w:LsdException Locked="false" Priority="67" Name="Medium Grid 1 Accent 1"/>
<w:LsdException Locked="false" Priority="68" Name="Medium Grid 2 Accent 1"/>
<w:LsdException Locked="false" Priority="69" Name="Medium Grid 3 Accent 1"/>
<w:LsdException Locked="false" Priority="70" Name="Dark List Accent 1"/>
<w:LsdException Locked="false" Priority="71" Name="Colorful Shading Accent 1"/>
<w:LsdException Locked="false" Priority="72" Name="Colorful List Accent 1"/>
<w:LsdException Locked="false" Priority="73" Name="Colorful Grid Accent 1"/>
<w:LsdException Locked="false" Priority="60" Name="Light Shading Accent 2"/>
<w:LsdException Locked="false" Priority="61" Name="Light List Accent 2"/>
<w:LsdException Locked="false" Priority="62" Name="Light Grid Accent 2"/>
<w:LsdException Locked="false" Priority="63" Name="Medium Shading 1 Accent 2"/>
<w:LsdException Locked="false" Priority="64" Name="Medium Shading 2 Accent 2"/>
<w:LsdException Locked="false" Priority="65" Name="Medium List 1 Accent 2"/>
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<w:LsdException Locked="false" Priority="67" Name="Medium Grid 1 Accent 2"/>
<w:LsdException Locked="false" Priority="68" Name="Medium Grid 2 Accent 2"/>
<w:LsdException Locked="false" Priority="69" Name="Medium Grid 3 Accent 2"/>
<w:LsdException Locked="false" Priority="70" Name="Dark List Accent 2"/>
<w:LsdException Locked="false" Priority="71" Name="Colorful Shading Accent 2"/>
<w:LsdException Locked="false" Priority="72" Name="Colorful List Accent 2"/>
<w:LsdException Locked="false" Priority="73" Name="Colorful Grid Accent 2"/>
<w:LsdException Locked="false" Priority="60" Name="Light Shading Accent 3"/>
<w:LsdException Locked="false" Priority="61" Name="Light List Accent 3"/>
<w:LsdException Locked="false" Priority="62" Name="Light Grid Accent 3"/>
<w:LsdException Locked="false" Priority="63" Name="Medium Shading 1 Accent 3"/>
<w:LsdException Locked="false" Priority="64" Name="Medium Shading 2 Accent 3"/>
<w:LsdException Locked="false" Priority="65" Name="Medium List 1 Accent 3"/>
<w:LsdException Locked="false" Priority="66" Name="Medium List 2 Accent 3"/>
<w:LsdException Locked="false" Priority="67" Name="Medium Grid 1 Accent 3"/>
<w:LsdException Locked="false" Priority="68" Name="Medium Grid 2 Accent 3"/>
<w:LsdException Locked="false" Priority="69" Name="Medium Grid 3 Accent 3"/>
<w:LsdException Locked="false" Priority="70" Name="Dark List Accent 3"/>
<w:LsdException Locked="false" Priority="71" Name="Colorful Shading Accent 3"/>
<w:LsdException Locked="false" Priority="72" Name="Colorful List Accent 3"/>
<w:LsdException Locked="false" Priority="73" Name="Colorful Grid Accent 3"/>
<w:LsdException Locked="false" Priority="60" Name="Light Shading Accent 4"/>
<w:LsdException Locked="false" Priority="61" Name="Light List Accent 4"/>
<w:LsdException Locked="false" Priority="62" Name="Light Grid Accent 4"/>
<w:LsdException Locked="false" Priority="63" Name="Medium Shading 1 Accent 4"/>
<w:LsdException Locked="false" Priority="64" Name="Medium Shading 2 Accent 4"/>
<w:LsdException Locked="false" Priority="65" Name="Medium List 1 Accent 4"/>
<w:LsdException Locked="false" Priority="66" Name="Medium List 2 Accent 4"/>
<w:LsdException Locked="false" Priority="67" Name="Medium Grid 1 Accent 4"/>
<w:LsdException Locked="false" Priority="68" Name="Medium Grid 2 Accent 4"/>
<w:LsdException Locked="false" Priority="69" Name="Medium Grid 3 Accent 4"/>
<w:LsdException Locked="false" Priority="70" Name="Dark List Accent 4"/>
<w:LsdException Locked="false" Priority="71" Name="Colorful Shading Accent 4"/>
<w:LsdException Locked="false" Priority="72" Name="Colorful List Accent 4"/>
<w:LsdException Locked="false" Priority="73" Name="Colorful Grid Accent 4"/>
<w:LsdException Locked="false" Priority="60" Name="Light Shading Accent 5"/>
<w:LsdException Locked="false" Priority="61" Name="Light List Accent 5"/>
<w:LsdException Locked="false" Priority="62" Name="Light Grid Accent 5"/>
<w:LsdException Locked="false" Priority="63" Name="Medium Shading 1 Accent 5"/>
<w:LsdException Locked="false" Priority="64" Name="Medium Shading 2 Accent 5"/>
<w:LsdException Locked="false" Priority="65" Name="Medium List 1 Accent 5"/>
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<w:LsdException Locked="false" Priority="67" Name="Medium Grid 1 Accent 5"/>
<w:LsdException Locked="false" Priority="68" Name="Medium Grid 2 Accent 5"/>
<w:LsdException Locked="false" Priority="69" Name="Medium Grid 3 Accent 5"/>
<w:LsdException Locked="false" Priority="70" Name="Dark List Accent 5"/>
<w:LsdException Locked="false" Priority="71" Name="Colorful Shading Accent 5"/>
<w:LsdException Locked="false" Priority="72" Name="Colorful List Accent 5"/>
<w:LsdException Locked="false" Priority="73" Name="Colorful Grid Accent 5"/>
<w:LsdException Locked="false" Priority="60" Name="Light Shading Accent 6"/>
<w:LsdException Locked="false" Priority="61" Name="Light List Accent 6"/>
<w:LsdException Locked="false" Priority="62" Name="Light Grid Accent 6"/>
<w:LsdException Locked="false" Priority="63" Name="Medium Shading 1 Accent 6"/>
<w:LsdException Locked="false" Priority="64" Name="Medium Shading 2 Accent 6"/>
<w:LsdException Locked="false" Priority="65" Name="Medium List 1 Accent 6"/>
<w:LsdException Locked="false" Priority="66" Name="Medium List 2 Accent 6"/>
<w:LsdException Locked="false" Priority="67" Name="Medium Grid 1 Accent 6"/>
<w:LsdException Locked="false" Priority="68" Name="Medium Grid 2 Accent 6"/>
<w:LsdException Locked="false" Priority="69" Name="Medium Grid 3 Accent 6"/>
<w:LsdException Locked="false" Priority="70" Name="Dark List Accent 6"/>
<w:LsdException Locked="false" Priority="71" Name="Colorful Shading Accent 6"/>
<w:LsdException Locked="false" Priority="72" Name="Colorful List Accent 6"/>
<w:LsdException Locked="false" Priority="73" Name="Colorful Grid Accent 6"/>
<w:LsdException Locked="false" Priority="19" QFormat="true"
Name="Subtle Emphasis"/>
<w:LsdException Locked="false" Priority="21" QFormat="true"
Name="Intense Emphasis"/>
<w:LsdException Locked="false" Priority="31" QFormat="true"
Name="Subtle Reference"/>
<w:LsdException Locked="false" Priority="32" QFormat="true"
Name="Intense Reference"/>
<w:LsdException Locked="false" Priority="33" QFormat="true" Name="Book Title"/>
<w:LsdException Locked="false" Priority="37" SemiHidden="true"
UnhideWhenUsed="true" Name="Bibliography"/>
<w:LsdException Locked="false" Priority="39" SemiHidden="true"
UnhideWhenUsed="true" QFormat="true" Name="TOC Heading"/>
<w:LsdException Locked="false" Priority="41" Name="Plain Table 1"/>
<w:LsdException Locked="false" Priority="42" Name="Plain Table 2"/>
<w:LsdException Locked="false" Priority="43" Name="Plain Table 3"/>
<w:LsdException Locked="false" Priority="44" Name="Plain Table 4"/>
<w:LsdException Locked="false" Priority="45" Name="Plain Table 5"/>
<w:LsdException Locked="false" Priority="40" Name="Grid Table Light"/>
<w:LsdException Locked="false" Priority="46" Name="Grid Table 1 Light"/>
<w:LsdException Locked="false" Priority="47" Name="Grid Table 2"/>
<w:LsdException Locked="false" Priority="48" Name="Grid Table 3"/>
<w:LsdException Locked="false" Priority="49" Name="Grid Table 4"/>
<w:LsdException Locked="false" Priority="50" Name="Grid Table 5 Dark"/>
<w:LsdException Locked="false" Priority="51" Name="Grid Table 6 Colorful"/>
<w:LsdException Locked="false" Priority="52" Name="Grid Table 7 Colorful"/>
<w:LsdException Locked="false" Priority="46"
Name="Grid Table 1 Light Accent 1"/>
<w:LsdException Locked="false" Priority="47" Name="Grid Table 2 Accent 1"/>
<w:LsdException Locked="false" Priority="48" Name="Grid Table 3 Accent 1"/>
<w:LsdException Locked="false" Priority="49" Name="Grid Table 4 Accent 1"/>
<w:LsdException Locked="false" Priority="50" Name="Grid Table 5 Dark Accent 1"/>
<w:LsdException Locked="false" Priority="51"
Name="Grid Table 6 Colorful Accent 1"/>
<w:LsdException Locked="false" Priority="52"
Name="Grid Table 7 Colorful Accent 1"/>
<w:LsdException Locked="false" Priority="46"
Name="Grid Table 1 Light Accent 2"/>
<w:LsdException Locked="false" Priority="47" Name="Grid Table 2 Accent 2"/>
<w:LsdException Locked="false" Priority="48" Name="Grid Table 3 Accent 2"/>
<w:LsdException Locked="false" Priority="49" Name="Grid Table 4 Accent 2"/>
<w:LsdException Locked="false" Priority="50" Name="Grid Table 5 Dark Accent 2"/>
<w:LsdException Locked="false" Priority="51"
Name="Grid Table 6 Colorful Accent 2"/>
<w:LsdException Locked="false" Priority="52"
Name="Grid Table 7 Colorful Accent 2"/>
<w:LsdException Locked="false" Priority="46"
Name="Grid Table 1 Light Accent 3"/>
<w:LsdException Locked="false" Priority="47" Name="Grid Table 2 Accent 3"/>
<w:LsdException Locked="false" Priority="48" Name="Grid Table 3 Accent 3"/>
<w:LsdException Locked="false" Priority="49" Name="Grid Table 4 Accent 3"/>
<w:LsdException Locked="false" Priority="50" Name="Grid Table 5 Dark Accent 3"/>
<w:LsdException Locked="false" Priority="51"
Name="Grid Table 6 Colorful Accent 3"/>
<w:LsdException Locked="false" Priority="52"
Name="Grid Table 7 Colorful Accent 3"/>
<w:LsdException Locked="false" Priority="46"
Name="Grid Table 1 Light Accent 4"/>
<w:LsdException Locked="false" Priority="47" Name="Grid Table 2 Accent 4"/>
<w:LsdException Locked="false" Priority="48" Name="Grid Table 3 Accent 4"/>
<w:LsdException Locked="false" Priority="49" Name="Grid Table 4 Accent 4"/>
<w:LsdException Locked="false" Priority="50" Name="Grid Table 5 Dark Accent 4"/>
<w:LsdException Locked="false" Priority="51"
Name="Grid Table 6 Colorful Accent 4"/>
<w:LsdException Locked="false" Priority="52"
Name="Grid Table 7 Colorful Accent 4"/>
<w:LsdException Locked="false" Priority="46"
Name="Grid Table 1 Light Accent 5"/>
<w:LsdException Locked="false" Priority="47" Name="Grid Table 2 Accent 5"/>
<w:LsdException Locked="false" Priority="48" Name="Grid Table 3 Accent 5"/>
<w:LsdException Locked="false" Priority="49" Name="Grid Table 4 Accent 5"/>
<w:LsdException Locked="false" Priority="50" Name="Grid Table 5 Dark Accent 5"/>
<w:LsdException Locked="false" Priority="51"
Name="Grid Table 6 Colorful Accent 5"/>
<w:LsdException Locked="false" Priority="52"
Name="Grid Table 7 Colorful Accent 5"/>
<w:LsdException Locked="false" Priority="46"
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<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgpjrLnnaBuRwEQp9ra4hyphenhyphentGKh2TJwXQWvPQ_6lMdQXQZDcTKyOEInpfaQETLs8I48FNB-bfp366R-tnNxelGr3YLzYDI2oml5x4yvIqIkopa5tqzIncC_Ot42JV6eaF5ySIAeqzjMd0mI/s1600/video+camera.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="225" data-original-width="225" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgpjrLnnaBuRwEQp9ra4hyphenhyphentGKh2TJwXQWvPQ_6lMdQXQZDcTKyOEInpfaQETLs8I48FNB-bfp366R-tnNxelGr3YLzYDI2oml5x4yvIqIkopa5tqzIncC_Ot42JV6eaF5ySIAeqzjMd0mI/s1600/video+camera.jpg" /></a></div>
<div class="MsoNormal">
<span style="font-family: "arial" , sans-serif; font-size: 12.0pt; line-height: 115%;">Imagine a large and diverse workforce across age, race and
gender—even locations. Then imagine having to get all those employees trained
in various corporate initiatives and make sure they are getting it—and sharing
what they’ve learned with their employers and co-workers. In today’s on-demand,
highly visual world, video content can make “onboarding” and training happen
more easily and efficiently.</span></div>
<div class="MsoNormal">
<br /></div>
<span style="font-family: "arial" , sans-serif;">Companies can create online
content libraries for employees that include streaming videos, interactive
e-learning courses, reference materials, e-books—all the materials needed to
get a workforce up and running and on the same training page. The American
Society for Training and Development (ASTD) estimates that nearly one-third of
learning content made available is some form of e-learning; online employee
training (web-based training) is part of that. </span><br />
<br />
<div class="MsoNormal">
<span style="font-family: "arial" , sans-serif; font-size: 12.0pt; line-height: 115%;">Virtual learning via shared content allows new employees to
watch and read orientation materials and training packets in formats that
younger workers are accustomed to (images, video). Employers can engage
employees online and develop better internal communication through interactive
video/online content. Companies will also save money by offering standardized
video content to employees anywhere, anytime as opposed to in-person training
sessions across locations or departments.</span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: "arial" , sans-serif; font-size: 12.0pt; line-height: 115%;">Among employees,
having a team watch videos for learning, and then having them discuss the
content in the training room/classroom, is a valuable way to enhance their
learning and gauge a training program’s success. Acceptable lengths of these
videos are anywhere from 5-15 minutes—short and to the point. (NOTE: If you are posting tutorials online for other users, or something more promotional about your services or products, go much shorter, maybe 2-3 minutes max.)</span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<a href="http://www.bizlibrary.com/media/409851/HarnessingthePowerofVideo082113h.pdf"><span style="font-family: "arial" , sans-serif; font-size: 12.0pt; line-height: 115%;">Bizlibrary.com</span></a><span style="font-family: "arial" , sans-serif; font-size: 12.0pt; line-height: 115%;"> states that companies that use
video content report achieving organizational goals more and have higher levels
of employee engagement.<span style="mso-spacerun: yes;"> </span></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: "arial" , sans-serif; font-size: 12.0pt; line-height: 115%;">There are some
very salient reasons for why adult learning via short-form video works so well
in the workplace, particularly around </span><a href="http://www.assetproject.info/learner_methodologies/before/characteristics.htm"><span style="font-family: "arial" , sans-serif; font-size: 12.0pt; line-height: 115%;">adult learners</span></a><span style="font-family: "arial" , sans-serif; font-size: 12.0pt; line-height: 115%;"> and their particular attributes.
Remember, adults come to the workplace and to learning from a variety of
backgrounds and with a broad range of experiences and knowledge. Therefore, a
department of diverse employees will participate in learning differently but
they do share some common characteristics that make online content a valuable
training tool.</span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoListParagraphCxSpFirst" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in; mso-add-space: auto; mso-list: l0 level1 lfo1; text-indent: -.25in;">
<span style="font-family: "symbol"; font-size: 12.0pt;"><span style="mso-list: Ignore;">·<span style="font: 7.0pt "Times New Roman";">
</span></span></span><span style="font-family: "arial" , sans-serif; font-size: 12.0pt;">Adults are likely to be more
self-directed and autonomous; they might also be juggling family needs with
work or other issues. Therefore, they like the as-needed, when-needed access of
online content in the training mix. </span></div>
<div class="MsoListParagraphCxSpFirst" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in; mso-add-space: auto; mso-list: l0 level1 lfo1; text-indent: -.25in;">
<br /></div>
<div class="MsoListParagraphCxSpMiddle" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in; mso-add-space: auto; mso-list: l0 level1 lfo1; text-indent: -.25in;">
<span style="font-family: "symbol"; font-size: 12.0pt;"><span style="mso-list: Ignore;">·<span style="font: 7.0pt "Times New Roman";">
</span></span></span><span style="font-family: "arial" , sans-serif; font-size: 12.0pt;">They appreciate being able to control
the pace and timing of their learning within the company structure, giving them
more independence—and enabling them to focus on the content when they are most
able to do so. They learn best when they are ready to learn.</span></div>
<div class="MsoListParagraphCxSpMiddle" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in; mso-add-space: auto; mso-list: l0 level1 lfo1; text-indent: -.25in;">
<span style="font-family: "symbol"; font-size: 12.0pt;"><span style="mso-list: Ignore;">·<span style="font: 7.0pt "Times New Roman";">
</span></span></span><span style="font-family: "arial" , sans-serif; font-size: 12.0pt;">Adults also come to the training
room with a host of learning differences, so providing content they can access
at their own pace allows them to soak it in more effectively. </span></div>
<div class="MsoListParagraphCxSpMiddle" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in; mso-add-space: auto; mso-list: l0 level1 lfo1; text-indent: -.25in;">
<br /></div>
<div class="MsoListParagraphCxSpMiddle" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in; mso-add-space: auto; mso-list: l0 level1 lfo1; text-indent: -.25in;">
<span style="font-family: "symbol"; font-size: 12.0pt;"><span style="mso-list: Ignore;">·<span style="font: 7.0pt "Times New Roman";">
</span></span></span><span style="font-family: "arial" , sans-serif; font-size: 12.0pt;">Adult learners are practical.
On-demand video is convenient and does not have to disrupt the work day. It
makes sense for shift workers who are clocking in at different times. Aside
from being a practical consideration many employees will appreciate, they’ll
also like that their time is being respected (and who doesn’t like that?).</span></div>
<div class="MsoListParagraphCxSpMiddle" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in; mso-add-space: auto; mso-list: l0 level1 lfo1; text-indent: -.25in;">
<br /></div>
<ul>
<li><span style="font-family: "symbol"; font-size: 12.0pt; line-height: 115%;"><span style="mso-list: Ignore;"><span style="font: 7.0pt "Times New Roman";">
</span></span></span><span style="font-family: "arial" , sans-serif; font-size: 12.0pt; line-height: 115%;">Adult
learners are motivated by relevancy. Those short bursts of relevant content are
more engaging for them. </span></li>
<li><span style="font-family: "arial" , sans-serif; font-size: 12.0pt; line-height: 115%;"> </span><span style="font-family: "arial" , sans-serif; font-size: 12.0pt; line-height: 115%;">They
are also goal- and task-oriented so relevant content, available when they want
it, makes it easy (and satisfying) to check off employee training tasks on that
company to-do list.</span></li>
<li><span style="font-family: "arial" , sans-serif; font-size: 12.0pt; line-height: 115%;"> </span><span style="font-family: "symbol"; font-size: 12.0pt;"><span style="mso-list: Ignore;"><span style="font: 7.0pt "Times New Roman";"> </span></span></span><span style="font-family: "arial" , sans-serif; font-size: 12.0pt;">Targeted videos that are relevant to
the task at hand (or training module) will appeal to adult learners, who are
relevancy oriented.</span></li>
<li><span style="font-family: "arial" , sans-serif; font-size: 12.0pt;"> </span><span style="font-family: "symbol"; font-size: 12.0pt;"><span style="mso-list: Ignore;"><span style="font: 7.0pt "Times New Roman";"> </span></span></span><span style="font-family: "arial" , sans-serif; font-size: 12.0pt;">Learning online can curb any
inhibitions older adult learners may have in a mixed classroom with
millennials.</span></li>
<li><span style="font-family: "arial" , sans-serif; font-size: 12.0pt;"> </span><span style="font-family: "symbol"; font-size: 12.0pt;"><span style="mso-list: Ignore;"><span style="font: 7.0pt "Times New Roman";">
</span></span></span><span style="font-family: "arial" , sans-serif; font-size: 12.0pt;">BYOD (bring your own
device) and the mobile applications being developed daily make video content a
must-have training tool for contemporary companies.</span><span style="font-family: "arial" , sans-serif; font-size: 12.0pt;"></span><span style="font-family: "arial" , sans-serif; font-size: 12.0pt;"></span>
</li>
</ul>
<span style="font-family: "arial" , sans-serif; font-size: 12.0pt;">Then there’s the millennial learner,
those employees in their 20s and late 30s who’ve grown up in a video-and-image
environment. They are accustomed to digesting countless hours of video, they
have been served visual online content for years—and so incorporating video
content into a training program will engage them more powerfully than having
them sit and be lectured to.</span>
<br />
<div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;">
<br /></div>
<div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;">
<span style="font-family: "arial" , sans-serif; font-size: 12.0pt;">In a social context, once the team
has accomplished the e-learning tasks, they can interact with their co-workers
and share their particular knowledge, experiences and perspectives about the
content. Therefore, it’s important to provide a social component to the
video/online training. Polls, quizzes, and surveys that employees can complete
and share with each other boosts their engagement in the workplace, among each
other and with their supervisors.</span></div>
<div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;">
<br /></div>
<div class="MsoNormal" style="line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto;">
<span style="font-family: "arial" , sans-serif; font-size: 12.0pt;">From interpersonal skills to sales
and marketing techniques, employee onboarding to training on industry-specific
compliance issues, video content as a training tool has limitless
possibilities. When paired with social sharing—of ideas, feedback,
knowledge—video content can be a powerful tool in a company’s content arsenal. </span></div>
<div class="MsoNormal" style="line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto;">
<br /></div>
<div class="MsoNormal" style="line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto;">
<span style="font-family: "arial" , sans-serif; font-size: 12.0pt;">Need scripts for your training videos? <a href="http://www.starrgates.com/contact" target="_blank">Contact</a> StarrGates Business Communications: caryn@starrgates.com. </span></div>
<div class="MsoNormal">
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Anonymoushttp://www.blogger.com/profile/03874852817270082881noreply@blogger.com0tag:blogger.com,1999:blog-8313672290871024888.post-50690455507007040412017-11-18T04:50:00.000-08:002017-11-18T11:19:41.311-08:00When Bad Punctuation, Spelling and Grammar Happen to Good People<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiQDkH29sAweyT9pDivVsajayrNLs-TMJkh1W0YAdMSNAxia7Y2eYOHigzxfp6ec7LKZK7MqpQEIC3Fk0zmXBKcC-4IcRXXNwE2QiOGTyDNdyvs98mBBb0Of4EcM2nWXPDnx9yail6XDwM/s1600/first+hand+job.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" data-original-height="540" data-original-width="720" height="240" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiQDkH29sAweyT9pDivVsajayrNLs-TMJkh1W0YAdMSNAxia7Y2eYOHigzxfp6ec7LKZK7MqpQEIC3Fk0zmXBKcC-4IcRXXNwE2QiOGTyDNdyvs98mBBb0Of4EcM2nWXPDnx9yail6XDwM/s320/first+hand+job.jpg" width="320" /></a></div>
I'm delighted for these students but to paraphrase the words of Inigo Montoya, "This headline does not mean what they think it means."<br />
<br />
For heaven's sake, where was the copy editor? Managing editor? Reporter? Anyone?<br />
<br />
What ever happened to reading your work before hitting "send" or going to print?<br />
<br />
It seems that more and more, people are making grammar and spelling errors that are funny to many, cringe-worthy to multitudes, but also embarrassing for the perpetrators; in many cases, they show an ignorance to rules of grammar, spelling, and punctuation that should have been mastered throughout 12 years of school, not to mention college or grad school after that. It's getting so bad that HubSpot ran a <a href="https://blog.hubspot.com/marketing/14-worst-typos-ever" target="_blank">blog article</a> about this back in June. In fact, there are a lot of web pages dedicated to these writing snafus and I just found this <a href="https://www.pinterest.com/wischcat/newspaper-bloopers/?autologin=true" target="_blank">Pinterest page </a> devoted to these bloopers. <br />
<br />
This need not be. Thanks to the internet, there are plenty of sites to use for doing a quick check on spelling (American vs. British English, online dictionaries) as well as grammar. Journalists and <a href="http://www.starrgates.com/public-relations" target="_blank">public relations/news release writers</a> use the AP Style manual (I just looked to make sure it was in there, and yes, firsthand as an adverb or adjective is indeed one word!). Publications have editors and proofreaders (well, they <i>should</i> have them) as do ad agencies. <br />
<br />
Have you read the wonderful book, "<span class="algo-summary">Eats, Shoots & Leaves: The Zero Tolerance Approach to Punctuation" by Lynne
Truss? Please do. Do you check grammarly.com? Go ahead, I dare ya. Or have a friend or trusted colleague read over your work before it's published. Please. </span><span class="algo-summary">There are plenty of resources available if you're not sure, </span><span class="algo-summary">folks—but if </span><span class="algo-summary">you are a writer, please, in the name of all things sacred, learn to
spell and punctuate correctly, and check your work before it's printed, published or recorded.</span><span class="algo-summary"><!--[if gte mso 9]><xml>
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<br />
Here's another goody for you, from a local restaurant:<br />
<br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjQRJ13_K61RnlrOn9xhtjiwm5oDiMOcDFl_gPo1cpqtO9r0ID2dBQzbu-5SXT5Xl13mpbxe-XttOMgMruvd3k8hak5w1AfNdtysT64BHA2BZde9K2F5dn8f3EdJibCMJGSXlZhAHiFRXE/s1600/giovannis+sign.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="804" data-original-width="960" height="267" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjQRJ13_K61RnlrOn9xhtjiwm5oDiMOcDFl_gPo1cpqtO9r0ID2dBQzbu-5SXT5Xl13mpbxe-XttOMgMruvd3k8hak5w1AfNdtysT64BHA2BZde9K2F5dn8f3EdJibCMJGSXlZhAHiFRXE/s320/giovannis+sign.jpg" width="320" /> </a></div>
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Now, I know the owners meant that the place was "formerly" Giovanni's, since they changed the name (the tip-off). They did not mean that it is "formally" known as Giovanni's as in, "officially" and then misspelled "formally." I'm sorry, but the Grammar/Spelling bitch inside me says this is simply not acceptable. A friend of mine who is a printer said that printers may sometimes bring up suspected errors to clients if they have the time to do so (if they actually recognize the error, right?) but often they assume it's how the client wants it. I sure wish this restaurant owner's sign printer had noticed the error and corrected it.(I have fingers crossed that "cappuccino" is spelled correctly on the menu and that, here in New Jersey, the restaurant does not serve "expresso" but that's for another day.)</div>
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I believe we can partially blame spell checking programs for this social ill. I mean, why bother to learn how to spell when the computer will (not always) correct your mistakes? I also blame the societal meme about how no one has time to read anything, everyone is skimming, blah blah blah de blah ... I don't believe it and it shouldn't matter. That said, I would like to know who was able to read and decipher this nugget:<img alt="asdf.jpg" class="alignCenter shadow" height="92" src="https://blog.hubspot.com/hs-fs/hubfs/Typos/asdf.jpg?t=1510961023395&width=730&height=214&name=asdf.jpg" style="display: block; margin-left: auto; margin-right: auto;" width="320" /></div>
<br />Anonymoushttp://www.blogger.com/profile/03874852817270082881noreply@blogger.com0tag:blogger.com,1999:blog-8313672290871024888.post-78385104983958957892017-09-07T11:24:00.001-07:002017-09-07T11:40:00.416-07:00Note to Techno Dinos: Don't Worry, You Can't Break Social Media<div class="separator" style="clear: both; text-align: center;">
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To all you late adopters who somehow managed to get through decades in <a href="http://www.starrgates.com/advertising-promo" target="_blank">advertising</a> and <a href="http://www.starrgates.com/public-relations" target="_blank">public relations</a> without tackling social media, here's a comforting thought: you won't break it, so go ahead and try it.<br />
<br />
Recently, I had a tutoring session with a colleague, a PR pro, who is not using social media in any way. Knowing that I manage various social media accounts for clients, she hired me to create pages on two platforms for one of her accounts, and post there on behalf of the client. After a few days, we decided the time was ripe for getting her acclimated to the world of Facebook and Twitter, where the client's pages now reside.<br />
<br />
Word of caution to younger readers: Please remember that not all of us grew up as "digital natives" and even navigating a computer or making the most of certain software can be a challenge for some ... so don't judge.<br />
<br />
However, if you categorize yourself as a techno dino who only uses what you need when you need it, have difficulty learning computer skills, or shudder at the thought of rising to the challenge of logging into multiple accounts and platforms and engaging there, relax. Remember, you can't break social media.<br />
<br />
My friend and I sat down at her computer and began at the primordial ooze tank of understanding where to go online and then signing up for an account. Interestingly, we discovered there were phantom accounts in her name or under her email address already there (on both networks) from several years ago. We got around that, set up new accounts and got rolling.<br />
<br />
First, I explained the difference between profiles and pages. Then on to the images; profile pictures ("yes, those always stay that small") and cover images ("they're like billboards") were explained and we uploaded a Facebook profile pic (nothing yet on Twitter). <br />
<br />
Account names got done and the descriptions were easy, since she works in public relations and is a good communicator.<br />
<br />
I could see that my colleague was overwhelmed by all the tabs, cards, text and images on the screen. All the while, I told her to take a deep breath and take it slow. Take the time to read what's on the screen -- the platform will tell you what it wants you to fill out if you just relax. I encouraged her to click, explore, check out other accounts ... because you can't break social media. Nothing will happen but you might learn something! Deep breaths! Go line by line ... it will get done and you'll have mastered another step. And don't forget, there's always the HELP tab.<br />
<br />
We discussed posting in general, various types of content, and how to get other pages and people to engage. This led into a discussion about privacy settings. Lots of concern about who sees what. We set Facebook to very private, only friends can see posts. However, as we users know, it's all about getting more people to see, like and share those posts so if you have a professional page, don't be shy! But also don't be lax. Be sure to monitor the activity and address any negative activity happening on your feed. Remember, you're the boss (to a certain extent, at least).<br />
<br />
Of course, it's also a good practice to retweet other users' posts when it's relevant, quoting the original tweet as well for additional commentary or context related to your field. On Facebook, helpful to share other people's content and tag, tag, tag (but not be annoying).<br />
<br />
Ratings and reviews -- tricky -- depends on how open you want to be and perhaps what industry your business is in. The client's business is in a highly regulated field so for her client's page, we did not allow ratings and reviews (enabling ratings and reviews requires the admin to attention tp activity and the notifications on a daily basis and to address any review issues right away). I explained that we can open up the privacy settings later for her client and for herself when she is more comfortable. At least now, she can see how her client's posts look on Facebook and Twitter and check out interactions with the pages, which was the goal of the session.<br />
<br />
We looked at other accounts, zoomed around to see other users' profiles, checked on some posts and got her comfortable. Her confidence rose a little bit with every click. She emailed me later to say that she felt encouraged enough to put up a cover image by herself on Facebook (bold step!). You see, you can't break social media ... but you <i>can</i> break into it at any age at any stage.<br />
<br />
<br />Anonymoushttp://www.blogger.com/profile/03874852817270082881noreply@blogger.com0Unknown location.37.996162679728116 -74.5312512.474128179728115 -115.839844 63.518197179728119 -33.222656tag:blogger.com,1999:blog-8313672290871024888.post-61225018101445351132017-02-17T07:05:00.000-08:002017-02-19T13:02:20.695-08:00What to Do When that Reporter Calls<div class="separator" style="clear: both; text-align: center;">
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Communication is written, spoken and in many cases, unspoken (body language). There are ample opportunities to communicate well or poorly, to cast yourself and your business in a positive light or leave the other person wondering "what the hell?"<br />
<br />
The one person you don't want scratching a head and wondering what's just happened is a member of the press.<br />
<br />
Although I am far from an expert on crisis communications, I do know a thing or two about <a href="http://www.starrgates.com/public-relations" target="_blank">communicating with members of the press </a>and how to handle a call from a reporter. That call may be in search of your perspective or information about your company (or client, if you are in PR) as it relates to a particular issue in your field or in your community. Or, it could be in response to a negative matter your business was embroiled in for one reason or another. Either way, keep your head on straight, keep your cool, and like the stalwart Joe Friday of "Dragnet" fame, deliver just the facts.<br />
<br />
<span style="color: #351c75;"><b>Appoint the right spokesperson</b></span><br />
This should (must) be someone who is very articulate, fluid with public speaking, and who thinks on his or her feet. It's important that this person have a nimble mind and stay a step ahead of anticipated conversation or be able to respond quickly (and well) to a question or comment. If the CEO, COO or president is not a great speaker or not necessarily the person the journalist is trying to reach, your marketing manager, community liaison coordinator, or public relations officer is the one to take the call.<b> It needs to be someone who can ...</b><br />
<br />
<b><span style="color: #351c75;">Stay calm</span> </b><br />
That's not to say you should be robotic, but
communicating with a journalist is not the time to get emotional. This
person is writing a story and is requesting your input, not your
hysteria or gloominess. Journalists are seeking facts for their stories and dispassionate discourse is a great way to get your point across. You can be friendly and conversational but stay on guard as well. <b>This speaks to the importance of ...</b><br />
<br />
<span style="color: #351c75;"><b>Know your talking points</b></span><br />
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<b><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgk_kYd3Pg0aG-H-g70h3KmBkXL1e9IZgjPlXcwmBrZqxPMB-jJdN3wuI0Zr5YHyHTSIQxGIrbqa3bvJSN21z06qamiLFC-plGN5rxYgX1PXZIR1lGLVnUcnQuq1nap2NxD_hKqVeaRrRw/s1600/Legal-Pad-Paper-Office-Notepad-Pad-Yellow-Notes-411030.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="150" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgk_kYd3Pg0aG-H-g70h3KmBkXL1e9IZgjPlXcwmBrZqxPMB-jJdN3wuI0Zr5YHyHTSIQxGIrbqa3bvJSN21z06qamiLFC-plGN5rxYgX1PXZIR1lGLVnUcnQuq1nap2NxD_hKqVeaRrRw/s200/Legal-Pad-Paper-Office-Notepad-Pad-Yellow-Notes-411030.jpg" width="200" /></a></b></div>
<br />
Be like a Scout and be very prepared in advance with your talking points. Write them down, rehearse them if you need to. Whether you are discussing the positives about your company or organization or the organization's viewpoint about a particular issue, be very clear, concise, and on message. Know your mission statement, think about the "About Us" page on your website and what it says about your company or agency, and know the stance on the issue at hand. If your organization was involved in some way and it was a positive participation, be proud of it and state why. If there was a misstep of any kind, acknowledge it, apologize, and<b> move on with positive points because ...</b><br />
<br />
<span style="color: #351c75;"><b>This is your chance to get free press </b></span><br />
And you don't want to blow it! This is an opportunity to show your organization in a good light with the public, stakeholders, or employees. Even one positive quote in a long story is a good thing ... and many times better than one negative quote anywhere! This is also an opportunity to start developing a relationship with the reporter or writer, who might tap you in the future for comments about a news story, which can position you as an expert in your field (more good press). Being truly helpful to the journalist--by staying calm, delivering your talking points well (in a manner that moves the story along a positive path), and engaging the caller in a way that shows you are a partner and not an adversary, you'll drive good media relations for your brand.<br />
<br />
<br />
<div class="separator" style="clear: both; text-align: center;">
<a href="https://upload.wikimedia.org/wikipedia/commons/0/02/Ericsson_1939.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img alt="Image result for telephone" border="0" class="irc_mi" height="130" src="https://upload.wikimedia.org/wikipedia/commons/0/02/Ericsson_1939.jpg" style="margin-top: 64px;" width="200" /></a></div>
<br />Anonymoushttp://www.blogger.com/profile/03874852817270082881noreply@blogger.com0New Jersey, USA40.0583238 -74.405661236.9481798 -79.5692352 43.168467799999995 -69.2420872tag:blogger.com,1999:blog-8313672290871024888.post-26868576510983319422016-11-01T16:41:00.001-07:002016-11-01T16:43:24.099-07:00How Content for Home Appliance Brands Can Put the Spin on Engaging Users<!--[if gte mso 9]><xml>
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</xml><![endif]--><span style="font-family: "arial" , sans-serif;"><b>Content
is the platform by which manufacturers can tell their stories, answer consumer
questions, and demonstrate their products to potential buyers</b>. It presents
multiple opportunities across media for companies to interact with consumers
(and potential customers) and can provide a space for customers to interact
with each other in the social space. This collaboration in turn expands a
company’s online presence, polishes its reputation, and boosts sales. All the
better when content is part of an integrated marketing mix, as with home
appliance manufacturer Whirlpool. </span>
</div>
<div style="margin-bottom: .0001pt; margin: 0in;">
<br /></div>
<div style="margin-bottom: .0001pt; margin: 0in;">
<span style="font-family: "arial" , sans-serif;"><b>Home
appliance manufacturers</b> have ample opportunities and formats to engage target
consumers through content. For example, rather than just talk about machine
features, Whirlpool has used </span><a href="http://www.dmnews.com/2012-the-year-of-brand-storytelling/article/238049/"><span style="font-family: "arial" , sans-serif;">storytelling</span></a><span style="font-family: "arial" , sans-serif;"> to convey the benefits of its products.
This content (through TV spots, website content and print advertising) draws in
consumers with stories that relate to their concerns. </span></div>
<div style="margin-bottom: .0001pt; margin: 0in;">
<br /></div>
<div style="margin-bottom: .0001pt; margin: 0in;">
<span style="font-family: "arial" , sans-serif;">Print
ads and television commercials can drive users to social media and websites,
where niche marketing messages can live. Online videos that tell relatable
stories easily demonstrate product uses and features (and are easy to share
with other users). In the case of home appliances, these can be about
dishwashers, washers and dryers, ovens and cooking ranges. This video content
can be written to address specific niche markets (home chefs who want to know
how the cooktop will help them look like Food Network stars, teenagers
concerned about how their jeans will wash). Microsites on the brand’s parent
website can continue the conversation with more videos, FAQs, and case studies.</span></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgnbE7a3Niq6wqdu_NdtEFzB9r7TLZ21AlqIcLOs5YhvvD2I5lusOqS16QdHwa56RBb4lLPvjeGUA-GPh3c0UrVv9UY6TsDdwtaIbbS_LfgKOyQRKq2q1XqDT3CpJx4n-_6j_83mmOPwxE/s1600/2000px-Gas_range.svg.png" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgnbE7a3Niq6wqdu_NdtEFzB9r7TLZ21AlqIcLOs5YhvvD2I5lusOqS16QdHwa56RBb4lLPvjeGUA-GPh3c0UrVv9UY6TsDdwtaIbbS_LfgKOyQRKq2q1XqDT3CpJx4n-_6j_83mmOPwxE/s200/2000px-Gas_range.svg.png" width="177" /></a></div>
<br />
<div style="margin-bottom: .0001pt; margin: 0in;">
<br /></div>
<div style="margin-bottom: .0001pt; margin: 0in;">
<span style="font-family: "arial" , sans-serif;"><b>Touting
product benefits without overtly promoting product is a vital part of a
successful content marketing effort</b>. This makes social media an excellent place
to talk directly to consumers via targeted informational posts that create an
open online community. For example, consumers can tweet questions about how to
use a product or post something to a company’s Facebook page, giving the brand
an opportunity to “talk” to potential customers and become a trusted resource
for them. </span></div>
<br />
<br />
<div style="margin-bottom: .0001pt; margin: 0in;">
<br /></div>
<div style="margin-bottom: .0001pt; margin: 0in;">
<span style="font-family: "arial" , sans-serif;"><b>Engaging
case studies/product usage stories can make for great social media fodder,
along with links to the product website and its additional content</b>. In
Whirlpool’s case, its </span><a href="http://instituteoffabricscience.org/"><span style="font-family: "arial" , sans-serif;">Institute of Fabric Science</span></a><span style="font-family: "arial" , sans-serif;"> enables consumers to ask for help with
issues related to the company’s appliances but not necessarily about the actual
products. Questions about how to wash or dry something—unrelated to Whirlpool’s
products—are answered by corporate representatives and this content in turn
positions the company as a trusted brand.</span></div>
<div style="margin-bottom: .0001pt; margin: 0in;">
<br /></div>
<div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;">
<span style="font-family: "arial" , sans-serif; font-size: 12.0pt;">If you
market home appliance brands, think about how content can be used to engage
your target audience. Videos for product demos, FAQ sheets, online forums for
product discussions, social sharing of appliance “wins” from happy consumers
are all ways that content puts a positive spin on customer engagement. </span></div>
<div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;">
<br /></div>
<div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;">
<span style="font-family: "arial" , sans-serif; font-size: 12.0pt;"><span style="font-size: xx-small;">Images courtesy of WikiMedia Commons</span> </span></div>
Anonymoushttp://www.blogger.com/profile/03874852817270082881noreply@blogger.com14tag:blogger.com,1999:blog-8313672290871024888.post-82368965464884969052016-06-28T15:02:00.001-07:002016-07-10T18:47:40.274-07:00Colleges and Universities are Earning High Marks Through Tailored Content <br />
<span style="font-family: "arial" , sans-serif; font-size: 12pt; line-height: 115%;">It’s not just large corporations
that use social collaboration tools and content to connect different audiences.
Institutions of higher learning are reaching out and communicating with their
various stakeholders through different types of content as well.<o:p></o:p></span><br />
<br />
<img alt="Graduation Cap, Education, School" class="preview_img" data-height="405" data-url="/static/uploads/photo/2014/04/03/11/50/graduation-cap-312323_640.png" data-width="640" src="https://pixabay.com/static/uploads/photo/2014/04/03/11/50/graduation-cap-312323__180.png" srcset="/static/uploads/photo/2014/04/03/11/50/graduation-cap-312323__180.png 1x, /static/uploads/photo/2014/04/03/11/50/graduation-cap-312323__340.png 2x" title="" /><span style="font-family: "arial" , sans-serif; font-size: 12pt; line-height: 115%;">Students, faculty, staff, alumni and
donors … these all represent different audiences for whom content must be
tailored. Those colleges that are using content to engage and create stronger
community are going to the head of the class.<o:p></o:p></span><br />
<br />
<br />
<div class="MsoNormal" style="line-height: 115%; margin: 0in 0in 0pt;">
<span style="font-family: "arial" , sans-serif; font-size: 12pt; line-height: 115%;">Content for educational institutions
must sometimes be the same and just as often be quite different. </span></div>
<ol>
<li><div class="MsoNormal" style="line-height: 115%; margin: 0in 0in 0pt;">
<span style="font-family: "arial" , sans-serif; font-size: 12pt; line-height: 115%;">Students want
to read about what they’ll discover at the school or get information about
courses, clubs and schedules; staff needs access to content regarding employee
policies and procedures or financials. </span></div>
</li>
<li><div class="MsoNormal" style="line-height: 115%; margin: 0in 0in 0pt;">
<span style="font-family: "arial" , sans-serif; font-size: 12pt; line-height: 115%;">Prospective and current students may
want to read the school’s blog on career advice, the advantages of various
majors, or learn about successful graduates and their paths to success.<o:p></o:p></span></div>
</li>
</ol>
<span style="font-family: "arial" , sans-serif; font-size: 12pt; line-height: 115%;">This content can be used to attract
new, high-quality students, recruit strong faculty, encourage donations, or
boost the school’s online visibility and brand reputation. It can be website
content, an alumni newsletter, segmented emails, even social media posts. By
inviting various constituencies to read and comment on content creates
community and in the world of higher education (just as in the corporate
world), engaged students are happy students.<o:p></o:p></span><br />
<br />
<span style="font-family: "arial" , sans-serif; font-size: 12pt; line-height: 115%;">For example, the <a href="http://fidm.edu/?cmpid=BPPCB" target="_blank">Fashion Instituteof Design & Merchandising (FIDM)</a> in California had needed to create content and
platforms for its various groups to use. Students, staff members, alumni,
student prospects all need access to different information and applications (not the
enrollment kind).<o:p></o:p></span><br />
<br />
<span style="font-family: "arial" , sans-serif; font-size: 12pt; line-height: 115%;">The college needed solutions that
would weave together the thousands of students, employees and others. Three
portals are used (one for the public, one for students and alumni, and another
for employees), the different programs are related to those specific audiences,
but all users have a single point of access to get the content they need and
enjoy online collaboration.</span><span style="font-family: "calibri";"> </span><span style="font-family: "arial" , sans-serif; font-size: 12pt; line-height: 115%;">You can read the </span><a href="http://www-01.ibm.com/common/ssi/cgi-bin/ssialias?subtype=AB&infotype=PM&appname=SWGE_LO_LC_USEN&htmlfid=LOC14366USEN&attachment=LOC14366USEN.PDF#loaded"><span style="font-family: "arial" , sans-serif; font-size: 12pt; line-height: 115%;"><span style="color: blue;">full
case study</span></span></a><span style="font-family: "arial" , sans-serif; font-size: 12pt; line-height: 115%;"> of how solutions from IBM </span><span style="font-family: "arial" , sans-serif; font-size: 12pt; line-height: 115%;">helped various stakeholders access the online information
and apps they need.<o:p></o:p></span><br />
<br />
<b style="mso-bidi-font-weight: normal;"><span style="font-family: "arial" , sans-serif; font-size: 12pt; line-height: 115%;">Content
for different users: students, faculty and staff<o:p></o:p></span></b><br />
<span style="font-family: "arial" , sans-serif; font-size: 12pt; line-height: 115%;">There are many ways to create
content geared to the different constituents in a college/university
setting—and many reasons to do so. From developing and maintaining a donor base
to recruiting new students, content can be a dynamic growth generator. And because
the audiences are so diverse across ages in particular, the need to communicate
across traditional and digital channels is important. Here are a few ways to
bring content marketing into higher education and go to the head of the
marketing class. </span><br />
<br />
<div class="MsoListParagraphCxSpFirst" style="line-height: 115%; margin: 0in 0in 0pt 0.5in; mso-add-space: auto; mso-list: l0 level1 lfo1; text-indent: -0.25in;">
<!--[if !supportLists]--><span style="font-family: "symbol"; font-size: 12pt; line-height: 115%;"><span style="mso-list: Ignore;">·<span style="font-size-adjust: none; font-stretch: normal; font: 7pt/normal "Times New Roman";"> <strong> </strong></span></span></span><!--[endif]--><span style="font-family: "arial" , sans-serif; font-size: 12pt; line-height: 115%;"><strong>Blog
posts, infographics and videos</strong> are excellent recruiting tools, combining the
valuable information that prospective students and families need in an
engaging, image-rich format. The more information (or education about the
school) you can give users without being sales-y, the better.</span></div>
<div class="MsoListParagraphCxSpFirst" style="line-height: 115%; margin: 0in 0in 0pt 0.5in; mso-add-space: auto; mso-list: l0 level1 lfo1; text-indent: -0.25in;">
<span style="font-family: "arial" , sans-serif; font-size: 12pt; line-height: 115%;"></span> </div>
<div class="MsoListParagraphCxSpMiddle" style="line-height: 115%; margin: 0in 0in 0pt 0.5in; mso-add-space: auto; mso-list: l0 level1 lfo1; text-indent: -0.25in;">
<!--[if !supportLists]--><span style="font-family: "symbol"; font-size: 12pt; line-height: 115%;"><span style="mso-list: Ignore;">·<span style="font-size-adjust: none; font-stretch: normal; font: 7pt/normal "Times New Roman";"> <strong>
</strong></span></span></span><!--[endif]--><span style="font-family: "arial" , sans-serif; font-size: 12pt; line-height: 115%;"><strong>Website
content hubs by user</strong> – Microsites for various audiences, all accessed through
the school’s public website, allow for community engagement for new students,
prospective students, parents/families, alumni, and faculty. Everyone has
access to the same general information but can read up on what’s most pertinent
to them at any time.</span></div>
<div class="MsoListParagraphCxSpMiddle" style="line-height: 115%; margin: 0in 0in 0pt 0.5in; mso-add-space: auto; mso-list: l0 level1 lfo1; text-indent: -0.25in;">
<span style="font-family: "arial" , sans-serif; font-size: 12pt; line-height: 115%;"></span> </div>
<div class="MsoListParagraphCxSpMiddle" style="line-height: 115%; margin: 0in 0in 0pt 0.5in; mso-add-space: auto; mso-list: l0 level1 lfo1; text-indent: -0.25in;">
<!--[if !supportLists]--><span style="font-family: "symbol"; font-size: 12pt; line-height: 115%;"><span style="mso-list: Ignore;">·<span style="font-size-adjust: none; font-stretch: normal; font: 7pt/normal "Times New Roman";"> </span></span></span><!--[endif]--><span style="font-family: "arial" , sans-serif; font-size: 12pt; line-height: 115%;"><strong>Online tutorials and competency-based learning</strong> --
</span><a href="http://www.insidehighered.com/news/2013/04/17/competency-based-education-heats-new-entrants"><span style="font-family: "arial" , sans-serif; font-size: 12pt; line-height: 115%;"><span style="color: blue;">Self-paced
learning</span></span></a><span style="font-family: "arial" , sans-serif; font-size: 12pt; line-height: 115%;">, outside of the traditional lecture hall, gives students
as much time as they need to grasp a challenging concept and is an excellent
tool for students who need additional help with course material. They can watch
the content as many times as they need, at their own pace to keep up with class
work and achieve better grades. Remedial courses or massive open online courses
(MOOC) can also be deployed by colleges to boost efficiency and serve more
students. MOOCs, which arose out of distance education (a growing trend) use
collaborative tools that help build a community for students, professors, and
teaching assistants.</span></div>
<div class="MsoListParagraphCxSpMiddle" style="line-height: 115%; margin: 0in 0in 0pt 0.5in; mso-add-space: auto; mso-list: l0 level1 lfo1; text-indent: -0.25in;">
<span style="font-family: "arial" , sans-serif; font-size: 12pt; line-height: 115%;"></span> </div>
<div class="MsoListParagraphCxSpMiddle" style="line-height: 115%; margin: 0in 0in 0pt 0.5in; mso-add-space: auto; mso-list: l0 level1 lfo1; text-indent: -0.25in;">
<!--[if !supportLists]--><span style="font-family: "symbol"; font-size: 12pt; line-height: 115%;"><span style="mso-list: Ignore;">·<span style="font-size-adjust: none; font-stretch: normal; font: 7pt/normal "Times New Roman";"> </span></span></span><!--[endif]--><span style="font-family: "arial" , sans-serif; font-size: 12pt; line-height: 115%;"><strong>Online
press releases</strong> help support an institution’s messaging about programs, the
student body or faculty, and feed into website and newsletter content about the
same or similar topics. Together, they can be a marketing powerhouse.</span></div>
<div class="MsoListParagraphCxSpMiddle" style="line-height: 115%; margin: 0in 0in 0pt 0.5in; mso-add-space: auto; mso-list: l0 level1 lfo1; text-indent: -0.25in;">
<span style="font-family: "arial" , sans-serif; font-size: 12pt; line-height: 115%;"></span> </div>
<div class="MsoListParagraphCxSpMiddle" style="line-height: 115%; margin: 0in 0in 0pt 0.5in; mso-add-space: auto; mso-list: l0 level1 lfo1; text-indent: -0.25in;">
<!--[if !supportLists]--><span style="font-family: "symbol"; font-size: 12pt; line-height: 115%;"><span style="mso-list: Ignore;">·<span style="font-size-adjust: none; font-stretch: normal; font: 7pt/normal "Times New Roman";">
</span></span></span><!--[endif]--><span style="font-family: "arial" , sans-serif; font-size: 12pt; line-height: 115%;"><strong>Alumni
magazines</strong> help keep alumni connected to the school through their content. A
2010 survey from the </span><a href="http://www.case.org/" target="_blank"><span style="font-family: "arial" , sans-serif; font-size: 12pt; line-height: 115%;"><span style="color: blue;">Council for Advancement and Support
of Education</span></span></a><span style="font-family: "arial" , sans-serif; font-size: 12pt; line-height: 115%;">
(CASE) found that 58 percent of alumni feel that these publications strengthen
their personal connections to universities. </span></div>
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<span style="font-family: "arial" , sans-serif; font-size: 12pt; line-height: 115%;"></span><span style="font-family: "arial" , sans-serif; font-size: 12pt; line-height: 115%;"><o:p><span style="font-family: "arial" , sans-serif; font-size: 12pt; line-height: 115%;"></span></o:p></span> </div>
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<span style="font-family: "arial" , sans-serif; font-size: 12pt; line-height: 115%;"><o:p><span style="font-family: "arial" , sans-serif; font-size: 12pt; line-height: 115%;">Articles may be about interesting faculty or alumni, new research or curriculum initiatives, and showcase outstanding students or staff. These stories all engage alumni and can help keep endowments strong and develop the next generation of students there. </span></o:p></span></div>
</li>
<li><div class="MsoListParagraphCxSpMiddle" style="line-height: 115%; margin: 0in 0in 0pt 0.5in; mso-add-space: auto; mso-list: l0 level1 lfo1; text-indent: -0.25in;">
<span style="font-family: "arial" , sans-serif; font-size: 12pt; line-height: 115%;"><o:p><span style="font-family: "arial" , sans-serif; font-size: 12pt; line-height: 115%;">For younger students or alums who are accustomed to doing lots of reading online, digital editions make a lot of sense and save money over print versions.</span></o:p></span></div>
</li>
</ul>
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<span style="font-family: "arial" , sans-serif; font-size: 12pt; line-height: 115%;"><o:p><span style="font-family: "arial" , sans-serif; font-size: 12pt; line-height: 115%;"></span></o:p></span> </div>
<div class="MsoListParagraphCxSpMiddle" style="line-height: 115%; margin: 0in 0in 0pt 0.5in; mso-add-space: auto; mso-list: l0 level1 lfo1; text-indent: -0.25in;">
<!--[if !supportLists]--><span style="font-family: "symbol"; font-size: 12pt; line-height: 115%;"><span style="mso-list: Ignore;">·<span style="font-size-adjust: none; font-stretch: normal; font: 7pt/normal "Times New Roman";"> </span></span></span><!--[endif]--><span style="font-family: "arial" , sans-serif; font-size: 12pt; line-height: 115%;"><strong>Email</strong>
– Offices of student life, alumni, student financial services and the bursar, the
dean of students or department heads … the list of emailers and audiences is
vast in a college or university setting. Email marketing requires content to
engage each particular audience.</span></div>
<ul>
<li><div class="MsoListParagraphCxSpMiddle" style="line-height: 115%; margin: 0in 0in 0pt 0.5in; mso-add-space: auto; mso-list: l0 level1 lfo1; text-indent: -0.25in;">
<span style="font-family: "arial" , sans-serif; font-size: 12pt; line-height: 115%;"></span><span style="font-family: "arial" , sans-serif; font-size: 12pt; line-height: 115%;">Another
CASE </span><a href="http://www.case.org/Documents/WhitePapers/SMWhitepaper2014.pdf"><span style="font-family: "arial" , sans-serif; font-size: 12pt; line-height: 115%;"><span style="color: blue;">study</span></span></a><span style="font-family: "arial" , sans-serif; font-size: 12pt; line-height: 115%;">* (about the use of social media in
higher education) found that many school administrators think of email as a
legacy medium that is being replaced by texting and other short messaging
tools; however, the white paper states that, “When asked to compare email to
social media for its success in meeting unit goals, 46 percent of this year’s
respondents confirmed that they considered email more effective than some
social media channels, and an additional 31 percent rated it over all social
media.” [<span style="font-size: x-small;">Source:</span> </span><i style="mso-bidi-font-style: normal;"><span style="font-family: "arial" , sans-serif; font-size: 10pt; line-height: 115%;">*Social
Media Enters the Mainstream: Report on the Use of Social Media in Advancement,
2014 by Jennifer Mack and Michael Stoner<o:p></o:p></span></i></div>
</li>
</ul>
<br />
<div class="MsoListParagraph" style="line-height: 115%; margin: 0in 0in 0pt 0.5in; mso-add-space: auto; mso-list: l0 level1 lfo1; text-indent: -0.25in;">
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</span></span></span><!--[endif]--><span style="font-family: "arial" , sans-serif; font-size: 12pt; line-height: 115%;"><strong>Social
media</strong> – it’s here to stay and it’s growing in the higher education field. But
even YouTube videos need well-written descriptions (content) to help boost each
video’s online presence and social media communications (Facebook posts,
tweets) can be part of an overall content marketing strategy. Between
70 and 87 percent of institutions in the study were using it in their annual giving
programs (generating interest in an initiative, thanking donors, keeping donors
in the loop); and 47 percent overall (public and private institutions) were
using social media in their fundraising efforts.<o:p></o:p></span></div>
<br />
<br />
<div class="MsoNormal" style="line-height: 115%; margin: 0in 0in 0pt;">
<span style="font-family: "arial" , sans-serif; font-size: 12pt; line-height: 115%;">Content enables educational
institutions to connect with its diverse audiences in so many ways.
Implementing collaboration tools that help foster even stronger connections
pave the way for a more engaged student body, provide opportunities for distant
(and different) learning, and provide avenues for alumni and donors to maintain
long-standing connections to their alma maters. <o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="line-height: 115%; margin: 0in 0in 0pt;">
<span style="font-family: "arial" , sans-serif; font-size: 12pt; line-height: 115%;"><o:p> </o:p></span></div>
Anonymoushttp://www.blogger.com/profile/03874852817270082881noreply@blogger.com0tag:blogger.com,1999:blog-8313672290871024888.post-57422229742093467322016-04-05T16:47:00.000-07:002016-04-05T16:47:02.308-07:00Getting to Know You: How Content Fosters Stronger Relationships Inside and Outside a Company<!--[if gte mso 9]><xml>
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<br />
<div class="MsoPlainText">
<b style="mso-bidi-font-weight: normal;"><span style="font-family: "Arial",sans-serif; font-size: 12.0pt;"><br /></span></b></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiMncAQVlS2cONiwp4tTNGRH3KUaX123tIQBOCDUOAF8YvoHd6Un-4oBK9ZlpnR-LD1YrS9mYmMk_bsLloJfsTSYIeiRpz-UkTp6KnQx9jV0grmBZAtUMR6pduNmipO0ui8MQm72Huu1wE/s1600/handshake.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="212" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiMncAQVlS2cONiwp4tTNGRH3KUaX123tIQBOCDUOAF8YvoHd6Un-4oBK9ZlpnR-LD1YrS9mYmMk_bsLloJfsTSYIeiRpz-UkTp6KnQx9jV0grmBZAtUMR6pduNmipO0ui8MQm72Huu1wE/s320/handshake.jpg" width="320" /></a></div>
<div class="MsoPlainText">
<b style="mso-bidi-font-weight: normal;"><span style="font-family: "Arial",sans-serif; font-size: 12.0pt;"> </span></b><span style="font-family: "Arial",sans-serif; font-size: 12.0pt;">As
the adage goes, people do business with people they know, like and trust.
Business professionals network, they join trade associations, and get referrals
from clients and colleagues. But how can companies build that “know, like and
trust” factor between corporate and workforce, employee-to-employee, and
between employees and customers? </span></div>
<div class="MsoPlainText">
<br /></div>
<div class="MsoPlainText">
<span style="font-family: "Arial",sans-serif; font-size: 12.0pt;">By sharing content.</span>
</div>
<div class="MsoPlainText">
<br /></div>
<div class="MsoPlainText">
<b style="mso-bidi-font-weight: normal;"><span style="font-family: "Arial",sans-serif; font-size: 12.0pt;">1 - Get them to know</span></b><span style="font-family: "Arial",sans-serif; font-size: 12.0pt;">. Content that is
relevant and gets employees talking to each other and to customers helps build
relationships around common goals. Providing a platform for them to become
familiar with each other by sharing common ideas (or sharing disparate views of
a shared conversation) is the great equalizer that draws people together.</span></div>
<div class="MsoPlainText">
<br /></div>
<div class="MsoPlainText">
<span style="font-family: "Arial",sans-serif; font-size: 12.0pt;">Expert
byline articles are great tools for this. Sales people can send an email to the
consumer with helpful tips and a link to an article about a shared topic of
interest (fashion tips for fall, color trends for spring, what not to wear), or
a manager can share an article related to a specific department or product and
get employees talking about it--together.</span></div>
<div class="MsoPlainText">
<br /></div>
<div class="MsoPlainText">
<b style="mso-bidi-font-weight: normal;"><span style="font-family: "Arial",sans-serif; font-size: 12.0pt;">2 - Get them to like</span></b><span style="font-family: "Arial",sans-serif; font-size: 12.0pt;">. Sharing informative,
educational, and practical content with customers and between employees creates
brand buzz and develops a corps of brand ambassadors from inside and outside
the company. </span></div>
<div class="MsoPlainText">
<span style="font-family: "Arial",sans-serif; font-size: 12.0pt;"><br />
That’s because content allows for a productive exchange of feedback. Whether
it’s a survey or an article that encourages comments, brands can use the
feedback that is elicited to develop customer loyalty programs, employee
recognition programs and other activities that engage everyone on both sides of
the content (and corporate) fence.</span></div>
<div class="MsoPlainText">
<br /></div>
<div class="MsoPlainText">
<span style="font-family: "Arial",sans-serif; font-size: 12.0pt;">A few years ago, <a href="http://www.socialmediatoday.com/content/using-social-media-technology-create-perfect-workforce" target="_blank">an article in Social Media Today</a> stated that, “Engage your internal audience just as you do your external one, and
you’ll find your workers are much better equipped to talk the company talk.” I submit that this remains true today. Sure, technology changes all the time but some basic tenets will always apply.</span></div>
<div class="MsoPlainText">
<br /></div>
<div class="MsoPlainText">
<b style="mso-bidi-font-weight: normal;"><span style="font-family: "Arial",sans-serif; font-size: 12.0pt;">3 - Get them to trust</span></b><span style="font-family: "Arial",sans-serif; font-size: 12.0pt;">. In the customer
service realm, content provides an avenue for employees to converse with
customers that trust because the information being shared is content that
customers are interested in. In the human resources area, content can be used
to showcase a great job performed by an employee or team through a case study
or results of a survey.</span></div>
<br />
<ul>
<li><span style="font-family: "Arial",sans-serif; font-size: 12.0pt;">Content fosters collaboration</span><span style="font-family: "Arial",sans-serif; font-size: 12.0pt;"></span><span style="font-family: "Arial",sans-serif; font-size: 12.0pt;"> -- Content
is ready-made to get the conversation started. It brings employees and their
customers together over common ground; collaboration tools, if employed by your company, keep the
conversation going.</span>
</li>
</ul>
<ul>
<li><span style="font-family: "Arial",sans-serif; font-size: 12.0pt;">Content
fosters social learning</span><span style="font-family: "Arial",sans-serif; font-size: 12.0pt;"></span><span style="font-family: "Arial",sans-serif; font-size: 12.0pt;"> -- Users
are reading the articles or training materials—and in so doing, they are
learning and sharing information.</span>
</li>
</ul>
<ul>
<li><span style="font-family: "Arial",sans-serif; font-size: 12.0pt;">Content
aligns users around brand goals</span><span style="font-family: "Arial",sans-serif; font-size: 12.0pt;"></span><span style="font-family: "Arial",sans-serif; font-size: 12.0pt;"> -- Share
blog posts and newsletter content that promotes a brand with employees and/or
customers; encourage them to comment and exchange opinions (moderated, of
course) about the shared content. <div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEge3QRGfrF7K6oiZMyOCwT-GjdP92NfXJ1tVbc9-WMYltqF5R-WwH_pkKoHHBJV6yvxKMLPRmiH8wJFTA-yiiF_gXDSy6_AnxcQf6K2LMdhDn4VMyA1jjsC42_AwwzRvSsDt8qvMRYUaZw/s1600/brand+buzz.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="213" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEge3QRGfrF7K6oiZMyOCwT-GjdP92NfXJ1tVbc9-WMYltqF5R-WwH_pkKoHHBJV6yvxKMLPRmiH8wJFTA-yiiF_gXDSy6_AnxcQf6K2LMdhDn4VMyA1jjsC42_AwwzRvSsDt8qvMRYUaZw/s320/brand+buzz.jpg" width="320" /></a></div>
</span>
</li>
</ul>
<ul>
<li><span style="font-family: "Arial",sans-serif; font-size: 12.0pt;">
Content creates data</span><span style="font-family: "Arial",sans-serif; font-size: 12.0pt;"> -- By
curating shared content generated by employees—blogs, social posts, newsletters—a
company can develop a content database that can help brands provide better service or expand their product lines.</span>
</li>
</ul>
<br />
<div class="MsoPlainText">
<br /></div>
<div class="MsoPlainText">
<b style="mso-bidi-font-weight: normal;"><span style="font-family: "Arial",sans-serif; font-size: 12.0pt;">Summary: </span></b></div>
<div class="MsoPlainText">
<span style="font-family: "Arial",sans-serif; font-size: 12.0pt;">Sharing
meaningful content internally (with your workforce or between employees) as
well as externally (employees “talking” to customers) creates a more social
business by providing the bridge that pulls together the workforce, connects
consumers with employees, and gets users to know, like and trust each other as
well as the brand.</span></div>
Anonymoushttp://www.blogger.com/profile/03874852817270082881noreply@blogger.com0tag:blogger.com,1999:blog-8313672290871024888.post-72126738037003537202016-01-12T10:17:00.003-08:002016-01-12T10:19:13.955-08:00A New Year's Rant about Rates<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgnf4f1jEqdsmmYmWg-80gVISNKyEnpLAdwHgE532ZidN20HpABpAxQYR6Sun9MW65movtAnI7jC3W4qStVShh8M_9Y60JdIE59-uAmoGds7eFkp4UzFYHXiPCW1jcTTSexb-EqUl15nT4/s1600/two+dollar+bills.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="225" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgnf4f1jEqdsmmYmWg-80gVISNKyEnpLAdwHgE532ZidN20HpABpAxQYR6Sun9MW65movtAnI7jC3W4qStVShh8M_9Y60JdIE59-uAmoGds7eFkp4UzFYHXiPCW1jcTTSexb-EqUl15nT4/s320/two+dollar+bills.jpg" width="320" /></a></div>
<h1 class="article-title" itemprop="headline" style="text-align: center;">
</h1>
<div class="article-body" dir="ltr" itemprop="articleBody">
What's odder than a bunch of $2 bills, you ask? Why, it's the email I
got from a placement firm with notice of a contract position for a
content writer and online marketing communications person.<br />
It's lovely that the recruiter thought my resume conveyed that I'd be
a fit for the position. Sort of. Here's the job description and laundry list of
qualifications and expectations (I actually don't fit everything to a T but could
certainly do the job). This is certainly a more senior-level job than the pay befits.<br />
<br />
<u><span class="underline">Online Marketing Copywriter Position</span></u><br />
The
Online Content Consultant will be responsible for web text based
content production, producing engaging content on the Telecommunication
website.<br />
<br />
Responsibilities include: idea generation for lifestyle articles,
researching existing SKUs, developing marketing touts, features
descriptions, technical specifications, "in the box " details, Meta
descriptions and mobile summaries. You will work with the
cross-functional teams such as: (NOTE: I AM BLANKING THESE OUT BUT IT
WAS A LIST OF FIVE TYPES OF TEAMS).<br />
<br />
This person will serve as the subject-matter owner during the review and approval process.<br />
<br />
Successful candidate must have:<br />
-Strong communications skills and
ability to effectively manage multiple projects varying in scope and
deliverables while remaining focused in a high-pressure, fast-paced
environment to ensure the target delivery of time-sensitive projects are
met.<br />
-Lead the content production process including researching
specific SKUs online and utilizing marketing sell sheets, internal
resources and outside researching, when applicable.<br />
-Lead weekly and
as-needed conference calls or in-person meetings to provide status,
transparent communications and resolutions on delays or issues.<br />
-Attention to detail, extensive proofreading before submission and diligent editing are a must.<br />
-Ability to write with the target audience in mind and within telecommunication Brand Voice.<br />
-Understanding of SEO guidelines and objectives when writing content creating content.<br />
<br />
Qualifications: (MOST ARE TYPICAL FOR MARCOM TYPES BUT THERE ARE SOME VERY SPECIFIC QUALIFICATIONS NOTED)<br />
-Excellent written and verbal skills. Creative concept writing a plus.<br />
-Understanding of Telecommunication products/services and trending mobile technology products.<br />
-Must be a self-starter, able to work with minimal supervision while maintaining ownership as project expert.<br />
-Experience working with website content creation and maintenance.<br />
-Ability to prioritize and manage multiple projects based on marketing timeline.<br />
-Strong critical-thinking and problem-solving skills.<br />
-Ability to communicate effectively with individuals at all levels.<br />
-General
knowledge of database structure with experience in Adobe Cloud
Reporting, Adobe Experience Manager and Client Application Lifestyle
Management tools.<br />
<br />
Bachelor's degree preferred.<br />
3 years marketing experience or equivalent; 3 years web content
management experience or equivalent; 2 years e-commerce content writing;
2-5 years business system analysis experience or equivalent.<br />
<br />
(NOTE: I have no idea what "or equivalent" could indicate in that section; either you've performed those tasks or you haven't.)<br />
<h3>
How much is that copywriter worth?</h3>
Note the long list of deliverables expected; the level of client
communication and team interaction; and subject matter expertise. These
are qualifications that presume a few years out in the work force with
some pretty meaty content creation experience, not to mention serious
"get out there and run your show; tell 'em what to do" experience. Now,
for anyone who has the right stuff and is looking for a challenge for
three to six months as a contractor, this could be a pretty juicy resume
builder for a copywriter with managerial and great client/team chops.<br />
<h3>
So, how much would you pay for all of this? Think about it for a few minutes.</h3>
<a href="http://cdn3.volusion.com/gujxx.jaszs/v/vspfiles/photos/04817DS-2T.jpg?1399906202" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"></a>(Sad to say, no Ginsu knives were included in the rate).<br />
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgpsqRoSjDzxFLmJorqLlUjCTeQlsV-fdr6bHCLR1sWm2gq24u__1sNZqCgq9zr0R3uy_ZMhG0T90Q_zgsm0Z7Ba0iSO_Gxss4PsZQx6RR2zk661AXcRaDZSkUZVDQFmH-axLzrQcQwngo/s1600/Ginsu+knives.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgpsqRoSjDzxFLmJorqLlUjCTeQlsV-fdr6bHCLR1sWm2gq24u__1sNZqCgq9zr0R3uy_ZMhG0T90Q_zgsm0Z7Ba0iSO_Gxss4PsZQx6RR2zk661AXcRaDZSkUZVDQFmH-axLzrQcQwngo/s200/Ginsu+knives.jpg" width="121" /></a>As a <a href="http://www.starrgates.com/" target="_blank">senior-level copywriter</a>, I firmly believe I deliver great
value to my clients, whether they are the agencies I support or the
small businesses who I help market. But where's the value for me? Are
you ready for the big rate reveal?<br />
<a href="http://cdn3.volusion.com/gujxx.jaszs/v/vspfiles/photos/04817DS-2T.jpg?1399906202" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"></a><br />
<span style="color: #38761d;"><b>"Up to $27 an hour."</b></span><br />
<br />
Excuse me, what? For proofreading and editing, knowledge of Adobe
products, ability to work unsupervised yet motivated and productive,
able to churn out industry-specific content and so much more for ... up
to $27 an hour? That is all the job candidate is valued at? Effective communication about industry products that attract
potential customers or convert visitors to users -- how much is that
worth to the firm?<br />
<br />
I totally understand the whole trickle down
economics of agencies and contractors; I'm part of that food chain. Client pays a
certain rate to the placement agency which then has to pay the writer
from that fee. But I wonder what the company is paying the agency in
this case. If it's twice the rate, $54, the company should just hire
direct and get the candidates worthy of the expectations, at a price that makes more sense.<br />
<h3>
What is the value the contractor brings to your company?</h3>
It's not about hourly rates and nickel-and-diming everyone; it's
about the value that the copywriter, marketing consultant, graphic
designer or other contractor brings to the company. It's seeing the
value of having someone take these critical business-building tasks off
someone else's figurative plate, managing a key part of the business in
several ways (based on the job description). There is value in handing
over this important marketing effort to a seasoned pro who will
represent the company in the best light (online and in person).<br />
<br />
Companies--and placement agencies--really need to look at what they are
asking and what they are paying for it. This scheme cheapens the whole
business and it's unconscionable. But you know what?<br />
Someone's going to apply for and get
this position at this unseemly rate that is far from commensurate for the experience, skills and
knowledge that are expected. And that brings all of us
down a few pegs.<br />
<br />
Rant over. Gotta go sharpen some Ginsu steak knives.</div>
<h1 class="article-title" itemprop="headline" style="text-align: center;">
</h1>
Anonymoushttp://www.blogger.com/profile/03874852817270082881noreply@blogger.com0tag:blogger.com,1999:blog-8313672290871024888.post-54067720704813784972015-11-23T08:32:00.001-08:002015-11-23T08:36:55.276-08:00Blog post? Do you need that stinking blog post?<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhAUB2VGzv5_iT93JBwkxSJEvVTu8uCaQO4uzNRwCGrUpbYcIAl6bndClaCbaecFrju6FtV8LN431SVUkatr2GMUCx9B9wdcOs5ndiH9sEiChrveMUF_SoH1L2PjZrPLrswPCj42JfiN6s/s1600/Stinking+badges.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="180" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhAUB2VGzv5_iT93JBwkxSJEvVTu8uCaQO4uzNRwCGrUpbYcIAl6bndClaCbaecFrju6FtV8LN431SVUkatr2GMUCx9B9wdcOs5ndiH9sEiChrveMUF_SoH1L2PjZrPLrswPCj42JfiN6s/s320/Stinking+badges.jpg" width="320" /></a></div>
OK, so the fact that I have not written one blog post since August does not put me in the best light to have this conversation with you (yes kids, three months is WAY too long to go between updates if you want to be deemed relevant). I'll plead guilty due to excessive work writing the blog articles for my clients, Your Honor (true story).<br />
<br />
That being said, the question of "Does anyone really still need a blog" comes up with relative frequency among my clients and their agencies. My answer is always, "Yes, blogs are great to have for a number of reasons." Here are a few:<br />
<br />
1 - It provides updates to your website. Search engines love fresh meat.<br />
<br />
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi2PKhW_4W7JoDo_NugeQDaHwW3JI1KMWS5kLMFCguFwl1-BNsNmC15MB0Y_3lMwazAbkDjtYt3ATLABFrKjHpsZFAgkrej_M8RgB5DAVq538zot436iw566J5ArmpI9oJDIfRAd1g12Z4/s1600/meat.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi2PKhW_4W7JoDo_NugeQDaHwW3JI1KMWS5kLMFCguFwl1-BNsNmC15MB0Y_3lMwazAbkDjtYt3ATLABFrKjHpsZFAgkrej_M8RgB5DAVq538zot436iw566J5ArmpI9oJDIfRAd1g12Z4/s200/meat.jpg" width="180" /></a></div>
2 - It creates relevancy for your website/brand. When the content is aligned with what you do, that's more meat for search engines to devour. It goes without saying that it should always be something your audience wants to consume ... and share.<br />
<br />
3 - Blog content is not limited to living only on your blog/website. The content (usually with some slight revisions) can be:<br />
a. Shared as a guest post on another site.<br />
b. Posted to LinkedIn Pulse.<br />
c. Used as a public relations pitch or as a story pitch to become an expert contributor to a publication.<br />
d. Repurposed as a handout for a presentation.<br />
e. Rewritten/repurposed for Slideshare, for a Powerpoint presentation, or a webinar (a slide is a slide is a slide ...).<br />
f. Used as the basis of a video that will be posted to your website, on your video channel of choice or sent via email to your lists.<br />
<br />
Speaking of email ... <br />
<br />
4 - Promoting a new blog article is a reason to touch base with your clients, prospects and associates with an email. Yes, Virginia, there really is still email marketing (just ask my colleague, Susana Fonticoba of <a href="http://www.rightclickadvantage.com/" target="_blank">Right Click Advantage</a>).<br />
<br />
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiwezuuGonc_4la6fPocuQOeDCG6UqoxIfRx7s8eearGViJ13q6qkbheUVDNcCYXJFw36wMpAtqY1_Fb1RNYFtLheTl-Zo8f_JnIO51Hl3RVuHWSHwh5Be9SZptb5DGU4qeF3aHkQQPgyU/s1600/dollar+sign.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiwezuuGonc_4la6fPocuQOeDCG6UqoxIfRx7s8eearGViJ13q6qkbheUVDNcCYXJFw36wMpAtqY1_Fb1RNYFtLheTl-Zo8f_JnIO51Hl3RVuHWSHwh5Be9SZptb5DGU4qeF3aHkQQPgyU/s200/dollar+sign.jpg" width="200" /></a></div>
5 - Keeping your blog current keeps marketing copywriters employed! (Shameless plug for copywriters.) We know you're concentrating on what you do best, what you like to do, what you're good at. Copywriters who get to know your business can help make life easier for you by helping you keep your blog fresh, updated and engaging while you handle making boat loads of money. It's a collaboration you'll be glad you've engaged in. Really!<br />
<br />
And no, it does not have to be me. But if you're interested in finding out more, you can send me an email (caryn@starrgates.com) or give me a call (201-791-4694). Sure, we have writers here that work in a variety of industries, but I'm always happy to recommend other writers who could be a great fit for your needs.<br />
<br />
<br />
<br />Anonymoushttp://www.blogger.com/profile/03874852817270082881noreply@blogger.com0tag:blogger.com,1999:blog-8313672290871024888.post-67279819283853476152015-08-18T18:36:00.000-07:002015-08-18T18:38:34.165-07:00What's Up with all the Garbage Piling up on LinkedIn Pulse?<div class="article-body" dir="ltr" itemprop="articleBody">
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi4Wkd3p95RlhXAfgkyltGOHXKlyt3Qgi0E36LsOnMC1LYWNgXysk_ZSsy7j4Z-HP3PUARqxcnjy-HYjYdOHKpDUJ0HMn6SRyGk2kzxwnkmICCeFgBnn8N-nPMaXv3WQEkLirpXw1JSFTw/s1600/Landfill+garbage+dump.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="265" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi4Wkd3p95RlhXAfgkyltGOHXKlyt3Qgi0E36LsOnMC1LYWNgXysk_ZSsy7j4Z-HP3PUARqxcnjy-HYjYdOHKpDUJ0HMn6SRyGk2kzxwnkmICCeFgBnn8N-nPMaXv3WQEkLirpXw1JSFTw/s400/Landfill+garbage+dump.jpg" width="400" /></a></div>
<h2>
So everyone wants to publish. And LinkedIn lets us do that. That's
the good news. The bad news? Lots of "articles" that are simply
promotional posts that add nothing to anyone's day except for (maybe)
the person who posted it.</h2>
One of the problems is that since LinkedIn Pulse is seemingly open
to everyone, the volume and quality are not being controlled, and some
stinky stuff is showing up in our notifications. Am I right?<br />
<br />
Not everyone is a writer, and not everyone has something of business
value to share there that often ... and that's OK! Make it a status
update if necessary, or post it on your website or your blog to promote
yourself (and even that might not be so cool -- blogs, as part of your
social media and content marketing efforts, should also be
informational, educational, helpful, insightful, etc.). LinkedIn is a B2B
social network and the publishing opportunity should contribute
something to your business connections, not stuff their feeds with
garbage or filler. Helpful advice, industry insights, points of view
about a trend or an issue in your field are great. Thinly or not-even
veiled promotion is content trash.<br />
<br />
A client of mine, an advertising agency CEO, noted this recently
during a discussion on publishing opportunities for expert byline
articles; we talked about how the potential for LinkedIn to be a
valuable platform for expert content has diminished due to the low
quality and sheer volume of the published posts. LinkedIn got the
lowest marks in a survey cited in a recent <a href="http://www.marketwatch.com/story/5-reasons-you-hate-linkedin-so-much-2015-07-28" rel="nofollow" target="_blank">Market Watch article</a>
and when I shared the link, I commented about how disappointed I have
become in my once-favorite social network because of the quality of
posts.<br />
<br />
My colleague, Gene Sower of <a href="https://www,samsonmedia.net/" rel="nofollow" target="_blank">Samson Media</a>,
an internet marketing and social media expert, agrees. After he read
the article and my opinion about it, he said: "People are posting Pulse
content that is one paragraph and a link to some promotional piece ...
Or posting totally promotional content without ANY value to the reader
.... Just because you CAN post anything in LinkedIn Pulse does NOT mean
you should. Done properly, the writer should always have the reader in
mind." We lamented about the declining quality of the posts (real
estate listings, speaking engagement announcements, materials for
sale); to illustrate the point, he shared a link to post about a
broadcasting award someone won over 15 years ago. It would be great on
that person's website. It's not an article.<br />
<br />
<img alt="" class="left" data-loading-tracked="true" height="175" src="https://media.licdn.com/mpr/mpr/shrinknp_200_200/AAEAAQAAAAAAAAQMAAAAJGU2MGIzY2JlLTliZmEtNGE4ZS05ZDE2LWY0ZjIxODY4ZjVkZQ.jpg" width="175" /><b> I originally posted this on LinkedIn and I was very sure people were going to poop all over it as a rant that doesn't belong there</b>
as a published item. So be it. I threatened to write this blog post as well
and maybe they'll poop on that, too. And I'll bet the LinkedIn people will be
mad at me for taking them to task for not moderating published content.
Oh well. I consider this a public service to my colleagues who are in
agreement with me about the filler that's been appearing in LinkedIn
posts.<br />
<br />
So dear readers, before you publish on LinkedIn, please consider if
you are writing and sharing an expert opinion, an industry insight, an
update about your field, something pertinent to your cohort and the
like. If not, please make it a status update if you're feeling the urge
to put it here. Or flush it down the toilet.<br />
<br />
Rant over. Have to go take out the garbage.</div>
Anonymoushttp://www.blogger.com/profile/03874852817270082881noreply@blogger.com0tag:blogger.com,1999:blog-8313672290871024888.post-59196179027316786712015-08-18T15:27:00.000-07:002015-08-18T15:27:03.341-07:00A rant about the garbage heap of posts on LinkedInI went on a rant today about LinkedIn posts that just pile garbage onto the content heap. I will edit it for the blog but you can read it here:<br />
<br />
<a href="https://www.linkedin.com/pulse/whats-up-garbage-linkedin-public-service-announcement-caryn-starr" target="_blank">https://www.linkedin.com/pulse/whats-up-garbage-linkedin-public-service-announcement-caryn-starr</a><br />
<br />Anonymoushttp://www.blogger.com/profile/03874852817270082881noreply@blogger.com0tag:blogger.com,1999:blog-8313672290871024888.post-23036685591668538392015-05-10T09:12:00.002-07:002015-11-23T08:34:09.486-08:00 Making the Most of Your Post-Event Email Marketing (Or How Not to Piss Off Other People Who Did Not Meet You There)<br />
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjkuIe6j9QNZ20LmmKuJctNO83wpbqnPz0eO0iRqMXac32mDQaulvIUNNTnY5JwZNFDBHOd7IZ86SkQFF48OrpqxY4eygUKd7pWD7Oa-dzLq2L-C7PSWqKPnqnv7cSRViznSM6NzBQj2i8/s1600/email+marketing.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="240" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjkuIe6j9QNZ20LmmKuJctNO83wpbqnPz0eO0iRqMXac32mDQaulvIUNNTnY5JwZNFDBHOd7IZ86SkQFF48OrpqxY4eygUKd7pWD7Oa-dzLq2L-C7PSWqKPnqnv7cSRViznSM6NzBQj2i8/s320/email+marketing.jpg" width="320" /></a></div>
As noted on my <a href="https://www.linkedin.com/pulse/email-marketing-gone-wrong-i-did-meet-you-caryn-starr" target="_blank">LinkedIn post</a>, I recently
attended a conference sponsored by an organization of which I am a
long-time member. Within a few days of the event, I received three
emails from other attendees saying how nice it was to meet me there,
along with a sales pitch about how they might able to help me or my
clients with their products/services.<br />
<br />
This would have been
acceptable had I actually met them; I do not even know who they
are (and I know a lot of other organization members)!<br />
<br />
This really pissed me off and gave me three reasons to scratch my head over these people's email marketing process (and etiquette).<br />
<br />
<b>Warning</b>: Before you send out a followup email or marketing message to
some list you downloaded or pulled together on your own, be very
careful what you say, and be very mindful of who you are saying it to!<br />
<br />
The
form letters landed like lead balloons in my inbox, rather than as effective lead
generation tools. These were not auto-generated responses to a request for more
information (which would have been welcomed as timely followups). These were three emails by three people who are now a lesson about
what not to do in marketing (digital or otherwise). Here are some ways those ill-conceived
emails could have been better conceived and executed:<br />
<br />
<b>Create different lists for your message. </b>Make one for fellow attendees you <i>don't</i>
know and another for those who you actually did meet. Email marketing solution such as MailChimp, Constant Contact, aWeber,
emma, etc. make this easy to do and will show recipients that you approached your marketing
effort with a grain of consciousness (since it will lead to tip #2).<br />
<b><br /></b>
<b>Form letters can have different forms.</b>
Form letters are expedient, but the openings
and closings should be modified for your different target recipients.
The boilerplate openings of all three emails reflected a lack of thought
about who the email was going to--an immediate turn off. If you are
sending marketing communication that starts with "It was nice to meet
you at ..." make sure you actually met the recipient. It is easy enough
to revise the opening and closing copy for a list of fellow attendees
who you did not meet but would like to.<br />
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhXg9gMiE3RHkDdKZdqazsXIIOsUnRa0BmNMcUhlk5RLlsMeNhv5Laa83VxyS5e0jY0gt1CaJllK0RzYGlxjH-2vmsK281d6y6Gnwt46L8X8Zdujc8aCS0LKNpEiynQNh7ASTthmgJC-cY/s1600/Dear+John.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="115" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhXg9gMiE3RHkDdKZdqazsXIIOsUnRa0BmNMcUhlk5RLlsMeNhv5Laa83VxyS5e0jY0gt1CaJllK0RzYGlxjH-2vmsK281d6y6Gnwt46L8X8Zdujc8aCS0LKNpEiynQNh7ASTthmgJC-cY/s320/Dear+John.jpg" width="320" /></a></div>
<br />
<b>Suggest instead of selling</b>.
I did not know the senders and had no need for or interest in whatever
they were selling. However, had they used the email to provide some
value to me, I might have given them a chance. There are ways to promote
your products or services without being overtly promotional (the
foundation of content marketing). For example, you can mention what you
do and then direct the reader to a great resource, or provide a helpful
tip. Had I seen any of that in the bodies of the emails, my annoyance at
the bad copy choice up front might have been mitigated and given me a
reason to pause before hitting "delete." At the very least, I'd have
been more likely to remember the senders as professionals who want to
help rather than sell.<br />
<h3>
</h3>
<h3>
Good email marketing practices.</h3>
The
one thing that was right about these three emails was that the senders
clearly stated the connection (the conference) so at least it was not
obvious spam. If you get a list as part of a sponsorship or pull
together your own, make sure to identify right at the top why the person
is getting your email. Oh ... and just because I handed you a business
card at a networking event does not mean I just subscribed to your
e-newsletter! Please ask people in advance if they'd like to be added to
your list.<br />
<br />
If you need help crafting an email
marketing message that provoke unnecessary rants among your recipients,
ask me (caryn@starrgates.com) or a <a href="http://www.starrgates.com/" target="_blank">marketing communications professional</a> that you work with. We'll keep you on those recipients' good sides!Anonymoushttp://www.blogger.com/profile/03874852817270082881noreply@blogger.com3tag:blogger.com,1999:blog-8313672290871024888.post-54475280181695558902015-01-21T06:26:00.000-08:002015-11-23T08:35:46.699-08:00When it Comes to Copywriting Clients, One Size of Writer Does Not Always Fit All<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgASXfg7c58hBunZcLk23zx0uXz0iRUnsSOdC97oeIpAq3bAYbvm0QrPEpQPncxzdm2rzt7klVNSoSn5UjRGRu-R07S7fh6D8GkR8_K5YMRDzXFeIIN55I3JBFUV6R4BJYueJ6A8VMzk24/s1600/glove+thumbs+up.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="178" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgASXfg7c58hBunZcLk23zx0uXz0iRUnsSOdC97oeIpAq3bAYbvm0QrPEpQPncxzdm2rzt7klVNSoSn5UjRGRu-R07S7fh6D8GkR8_K5YMRDzXFeIIN55I3JBFUV6R4BJYueJ6A8VMzk24/s1600/glove+thumbs+up.jpg" width="200" /></a></div>
Remember Johnny Cochran's famous line about the glove during the O.J. Simpson murder trial? He had a point.<br />
<br />
As a copywriter I consider myself a generalist--no particular industry/area of expertise, able to write about a broad range of topics and for a variety of industries or fields of endeavor with a few exceptions. But as general as I am, and as many clients I am able to work with, I have to say that sometimes, you just can't please 'em all. And sometimes, that one-writer-fits-all-clients simply doesn't fit.<br />
<br />
I was contacted several months ago by a lovely person who is starting a new endeavor with a business partner. Could I write the copy for their new website? Sure, would love to, sounds great. But it wasn't.<br />
<br />
Aside from the fact I did not adhere to my own process for writing <a href="http://starrgates.com/marketing.html" target="_blank">website copy</a> (having the client complete a questionnaire to gather necessary information/input, provide competitor websites as reference and identify competition in the marketplace), our writing relationship has teetered on disastrous. I blame myself for not managing the process and for not stepping out of it in time. It simply was not a good fit. We got stuck in a morass of confusing messages, stream-of-consciousness input, direction that shifted a few times; the client did not even have a company name when I dove into the project. After four drafts and about four hours of phone time and copy review, I gave up. I could not for the life of me capture their voice--the heart of the problem, I believe. I was lost in a sea of too many changes and could not find my way back to their USP, their brand promise, their mojo.<br />
<br />
<a href="https://encrypted-tbn2.gstatic.com/images?q=tbn:ANd9GcSZ6-VXEn3VSCPrNKmGfjBemtrbZ0nWvugUOc6aPpUhQiy8jQ-UPQ" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" class="rg_i" data-src="https://encrypted-tbn2.gstatic.com/images?q=tbn:ANd9GcSZ6-VXEn3VSCPrNKmGfjBemtrbZ0nWvugUOc6aPpUhQiy8jQ-UPQ" data-sz="f" height="200" name="TNPaFf680w26dM:" src="https://encrypted-tbn2.gstatic.com/images?q=tbn:ANd9GcSZ6-VXEn3VSCPrNKmGfjBemtrbZ0nWvugUOc6aPpUhQiy8jQ-UPQ" style="height: 225px; margin-top: -12px; width: 225px;" width="200" /></a><b> </b><br />
<br />
<b>What Would Donald Trump Have Done?</b><br />
What I should have done, after the second go-round, is politely fire myself from the project. I have since done so, asking a colleague to handle any further edits because at this point, I can't see straight! (The website developer has had similar issues with the client--they don't know what they want until they see it, many revisions, no clear direction ...)<br />
<br />
Because it is so important to me to have happy clients, I did not charge her for a lot of the work. She paid me up front to write four pages of copy, which was the original scope of the project; I'd written two others and edited (heavily) an additional two pages at no charge since I could see this was not going so well (although I have to say, to their credit, they have been very gracious and kind on the phone). After a point I advised the client to rewrite what I gave them in the way they wanted and I'd tweak and edit it to make sure it reads well. I was gratified to see they did use some of my copy throughout, and I gave them back their edited pages. At this point I have no clue where the project stands and I'm afraid to ask. But I am relieved to not suffer through any more changes and I am betting they're also relieved to not have to explain, once again, what they are looking for that they aren't seeing on the page.<br />
<br />
<b>So word to me and to the wise:</b> If you're not a good fit for the client or the copy, move on! Replace yourself with someone who is a better fit, and you'll all be happier. I know I am.Anonymoushttp://www.blogger.com/profile/03874852817270082881noreply@blogger.com0tag:blogger.com,1999:blog-8313672290871024888.post-43597182043700184652014-12-26T11:43:00.002-08:002014-12-26T12:08:32.908-08:00How Lack of Marketing Communication Killed Off a Favorite RestaurantA restaurant we used to frequent monthly recently closed. Although we were saddened we were not surprised.<br />
<br />
The restaurant was part of a chain, located in a busy shopping mall; it appears this particular concept had been acquired by another company, spun off somehow. It had several stores from Boston to New York but our local place was the last one in our area (several remain in Massachusetts, one in Rhode Island).<br />
<a href="http://www.twinpondfarm.com/pub/products/20120314124726_menupic.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="http://www.twinpondfarm.com/pub/products/20120314124726_menupic.jpg" height="200" id="irc_mi" style="margin-top: 105px;" width="191" /></a><br />
I could make a a case for the change in ownership being the core of the downfall and yes, the blame ultimately lies with the owners ... and their marketing missteps that led to the restaurant's closure. I think the managers we spoke to would agree.<br />
<br />
<i><b>The issue lies in the company's lack of marketing and communication with customers. Plain and simple.</b></i><br />
<br />
Having been patrons since the restaurant's opening many years ago, we were very familiar with the menu and had our favorites. We went one night late in the spring and discovered that everything had changed. Whole new menu, a different (and ridiculous and downscale) pizza presentation, checkered cloths where white tablecloths had been. What the hell? We never saw anything in the local press about a big change coming (an ad would have done the trick); the Facebook page was relatively dormant, nothing on Yelp ...<br />
<br />
As soon as we were seated a manager came over, almost apologetically, to ask if we were aware of the menu change and to go over options. A few of our favorite entrees (only a few) were retained as transitional dishes--offered as specials--while the rest of the menu had been overhauled (with fewer choices we would want to eat). Prices were higher in some cases (making the rectangular pizza on a half sheet pan even worse than it already was). We were very disappointed.<br />
<br />
We tried a few things and left dispirited. The meal was just OK and our reasons for going had vanished. The questions we had were: Why was there no news about this big change? How come we never saw an ad in the local newspaper about this? I am a loyalty card holder ... why didn't the company send letters to card holders announcing the menu change? <br />
<br />
I took to the restaurant's Facebook page and lodged my complaints. No response. <br />
<br />
By chance, a few months later, we decided to try it again. Lo and behold, things were fairly back to "normal." The menu was still more limited but many of the former popular dishes were back (not all). The stupid pizza presentation was gone. We were gladdened but once again, there had not been any inkling in the media that this had taken place; we discovered this by chance, effectively stumbling upon this switch. So therefore, unless a customer had loved the other change (not many did, the manager told me people were complaining and sales were plummeting) or like us, were willing to give the place another chance, why would anyone go back?<br />
<br />
Well clearly, not enough people did. And because of no communication, no one knew it was "safe" to return. We tried to go one Sunday in November and the place had closed early due to lack of business. When we returned last week, a notice was posted on the door that the restaurant was officially closed for good.<br />
<a href="https://encrypted-tbn2.gstatic.com/images?q=tbn:ANd9GcQSZWac2vBLD6j4zD8Cex9ns1WEL14qb5F24n2vU4UvaVEu3db_Dg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" class="rg_i" data-src="https://encrypted-tbn2.gstatic.com/images?q=tbn:ANd9GcQSZWac2vBLD6j4zD8Cex9ns1WEL14qb5F24n2vU4UvaVEu3db_Dg" data-sz="f" height="91" name="sAY6mblWpyWV7M:" src="https://encrypted-tbn2.gstatic.com/images?q=tbn:ANd9GcQSZWac2vBLD6j4zD8Cex9ns1WEL14qb5F24n2vU4UvaVEu3db_Dg" style="height: 146px; margin-top: 0px; width: 320px;" width="200" /></a><br />
<b>This could have been averted with some marketing communication.</b><br />
1 -- <b>Alert your loyal customers that change is coming</b>. As I mentioned before, I have a loyalty card (spend a certain amount of money and get a gift certificate to the restaurant). It would have been very easy for the company to contact all loyalty card holders with a heads up (even better, invite them into the menu process with a survey).<br />
<br />
2 -- <b>Inform the public of your news with--you guessed it--a news release</b>. This is true news, I am sure the daily and weekly papers would have run something on this.<br />
<br />
3 -- <b>Run large, noticeable ads in local media announcing the makeover and menu change</b>. This could have brought in new customers who'd never sampled the place before or who had been there years ago and now have a new reason to try it. It also would have alerted current patrons to the changes to avert nasty surprises. <br />
<br />
4-- <b>Use social media to make your announcement</b>. The restaurant easily could have published the new menu on Facebook among other platforms.Great way to test the waters before taking the plunge (and eventually, drowning).<br />
<br />
5 -- Speaking of social media, <b>make sure the people working your accounts understand the importance and value of customer interaction.</b> Social networks are by nature interactive and customer engagement is the name of the game. Big fail on their part.<br />
<br />
Communication is a key element to any business' success and lack of it can spell failure. How do you stay in touch with your customers about changes or updates you're making?Anonymoushttp://www.blogger.com/profile/03874852817270082881noreply@blogger.com0tag:blogger.com,1999:blog-8313672290871024888.post-59538657027971745422014-10-15T09:48:00.001-07:002016-01-12T10:05:38.795-08:00Writing a Press Release? AP Style Matters<!--[if gte mso 9]><xml>
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</xml><![endif]--><span style="font-family: "arial" , "helvetica" , sans-serif;">Writing a professional news release that the media outlets will take seriously is serious business, but it's not difficult. I've <a href="https://www.blogger.com/blogger.g?blogID=8313672290871024888#editor/target=post;postID=5623218523874537951;onPublishedMenu=allposts;onClosedMenu=allposts;postNum=10;src=postname" target="_blank">written before</a>
about making sure your news is actual news, that it is something the
press and/or the listeners/viewers/readers will want to know about, as
well as reasons to write a press release. </span><br />
<br />
<span style="font-family: "arial" , "helvetica" , sans-serif;">Here are a few tips on how to write a press release the way a public relations writer would do it, with adherence to AP Style (the Associated Press Stylebook is readily available and is an excellent resource/guide for all matters of news-related reporting).</span><br />
<br />
<div class="separator" style="clear: both; text-align: center;">
<span style="font-family: "arial" , "helvetica" , sans-serif;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhw6T59ChCNbkNuZMS2JS85lFV6i7y6v9lF1C12DhRDZjNTjsF2EEptLY5ypAdtK98fBYAvHVkZODZdmDQDYlltrtKWJpiFYgV6oEhUviPEgId-SrZPRFUy_wQVO_52p-SehcJ05-6CCks/s1600/2013_APSTYLEBOOK_COVER.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhw6T59ChCNbkNuZMS2JS85lFV6i7y6v9lF1C12DhRDZjNTjsF2EEptLY5ypAdtK98fBYAvHVkZODZdmDQDYlltrtKWJpiFYgV6oEhUviPEgId-SrZPRFUy_wQVO_52p-SehcJ05-6CCks/s1600/2013_APSTYLEBOOK_COVER.png" width="146" /></a></span></div>
<span style="font-family: "arial" , "helvetica" , sans-serif;"><br /></span>
<span style="font-family: "arial" , "helvetica" , sans-serif;">NOTE: These days, being the era of the digital and SEO press release, you should make sure to include keywords in your headline and in your supportive subhead that are also included in the body of your release.</span><br />
<span style="font-family: "arial" , "helvetica" , sans-serif;">That being said, here are some handy helpers and this list is by no means complete.</span><br />
<span style="font-family: "arial" , "helvetica" , sans-serif;"><br /></span>
<span style="font-family: "arial" , "helvetica" , sans-serif;">1. <b>Give the editor what she needs to know in the Five Ws</b>: who, what, where, when and why. Pack this information in the top part of your press release in case the very busy editor or reporter who is reading it is skimming and needs to move on to the next 1000 in her inbox. </span><br />
<span style="font-family: "arial" , "helvetica" , sans-serif;"><br /></span>
<br />
<div class="MsoNormal" style="line-height: normal; margin-bottom: .0001pt; margin-bottom: 0in;">
<span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-size: 12.0pt; mso-ascii-font-family: "Times New Roman"; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman";">2. <b>Get to the point quickly</b>--don't make anyone read a few paragraphs before they figure out what your news is. Your headline and supportive subhead should telegraph the main premise and key talking points and your Five Ws should follow as immediately as possible. </span></span><br />
<br />
<span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-size: 12.0pt; mso-ascii-font-family: "Times New Roman"; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman";">3. <b>Titles are not always capitalized! GRRR</b> ... this one always makes me just this side of loony. Clients always think a job title is capitalized. I have no idea where this misconception comes from. In a press release, the person's title (unless it is honorific or formal) is only capitalized when it precedes the person's name (Principal Figgins, Executive Director Caryn Starr-Gates) and is lower case after the name (Figgins, principal of McKinley High School or Caryn Starr-Gates, executive director of a whole lotta nuthin'). </span></span><br />
<br />
<span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-size: 12.0pt; mso-ascii-font-family: "Times New Roman"; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman";">Formal titles, such as Senator, President, Princess are capitalized and appear before the person's name. There is a lot to read up on in the AP Stylebook about this. </span><span style="font-size: 12.0pt; mso-fareast-font-family: "Times New Roman";"> </span></span></div>
<div class="MsoNormal" style="line-height: normal; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto;">
<span style="font-family: "arial" , "helvetica" , sans-serif;"><a href="https://encrypted-tbn0.gstatic.com/images?q=tbn:ANd9GcRAnITrEhcWpNM91qHOFAi39jKLa7Q_2lSiCvsES8YtCPblZ2Pp" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" class="irc_mut" height="136" src="https://encrypted-tbn0.gstatic.com/images?q=tbn:ANd9GcRAnITrEhcWpNM91qHOFAi39jKLa7Q_2lSiCvsES8YtCPblZ2Pp" style="margin-top: 75px;" width="200" /></a></span><br />
<br />
<span style="font-family: "arial" , "helvetica" , sans-serif;"> 4. <b>You only use a person's full name the first time it appears, after which you use only the last name </b>(usually; a few exceptions exist). So when I write about Dr. Arnold Pepper (that's Dr. Pepper's first name, right?) I would write, "Dr. Arnold Pepper, the lead scientist on the soft drink project ..." and later on I would write, "Pepper reported that Starr-Gates said she felt there was something really yucky about that soda and that she always prefers sel<span style="font-family: "arial" , "helvetica" , sans-serif;">t<span style="font-family: "arial" , "helvetica" , sans-serif;">z</span></span>er." </span><br />
<span style="font-family: "arial" , "helvetica" , sans-serif;"><br /></span>
<span style="font-family: "arial" , "helvetica" , sans-serif;">5. <b>Write out some numbers, use digits on others</b>. All ordinal and cardinal numbers first through ninth and one through nine are written out; move to numerals at 10th and 10.</span><br />
<span style="font-family: "arial" , "helvetica" , sans-serif;"><br /></span>
<span style="font-family: "arial" , "helvetica" , sans-serif;">6. <b>Don't use first person.</b> It's not "I" and "we" unless those are used in quotes in the story. It's news, written in the third person. Using first person will immediately tell the recipient, "I'm an amateur." <b><br /></b></span><br />
<br />
<span style="font-family: "arial" , "helvetica" , sans-serif;">7.<b> Months that have more than five letters in them should be abbreviated</b>. See the AP Stylebook for how to abbreviate those pesky long ones.</span><br />
<span style="font-family: "arial" , "helvetica" , sans-serif;"><br /></span>
<span style="font-family: "arial" , "helvetica" , sans-serif;">8. <b>Postal abbreviations for state names (and the way they are written) are not the correct state name abbreviations for news releases</b>. Some are the same, as it turns out but not all. Writing a letter to grandma in Tennessee? Write TN on your envelope but if you are talking about news in that state, write Tenn. </span></div>
<span style="font-family: "arial" , "helvetica" , sans-serif;"><br /></span>
<span style="font-family: "arial" , "helvetica" , sans-serif;">9. <b>Spell correctly and punctuate correctly</b>. Proofread that release before you hit "send." Remember that in American English, commas and periods go INSIDE the quotation marks. </span><br />
<br />
<span style="font-family: "arial" , "helvetica" , sans-serif;">Although it makes me sad, serial commas are not used (I love me some serial commas). This is not to say that your feature article or book that you are writing according to another manual of style (hello, Chicago!) should not be peppered with serial commas; just not in your AP-style news release.</span><br />
<span style="font-family: "arial" , "helvetica" , sans-serif;"><br /></span>
<span style="font-family: "arial" , "helvetica" , sans-serif;">10. <b>Most book /magazine titles are in quotations. </b>Don't italicize these. And not everything is put in quotes (reference material for example). Look it up in the "AP Stylebook."</span><br />
<br />
<span style="font-family: "arial" , "helvetica" , sans-serif;">11. <b>Give the document some space</b>. Many people double space their press releases, a throwback to the days of old when releases were mailed or faxed and editors needed room to edit. I usually space my documents at 1.15 to make them easier to read.</span><br />
<div class="separator" style="clear: both; text-align: center;">
<span style="font-family: "arial" , "helvetica" , sans-serif;"><a href="http://www.snopes.com/radiotv/graphics/webb.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img align="RIGHT" alt="Joe Friday" border="0" src="http://www.snopes.com/radiotv/graphics/webb.jpg" height="200" hspace="1" vspace="1" width="179" /></a></span></div>
<span style="font-family: "arial" , "helvetica" , sans-serif;">12. <b>Make sure your facts are straight.</b> No sense making stuff up and then get caught in a lie or in spreading misinformation. You'll get blackballed in no time! If you know who this dude is and why I stuck his photo here, feel free to share that in the comments.</span><br />
<br />
<span style="font-family: "arial" , "helvetica" , sans-serif;"><b>Here's a final tip</b>: hire a <a href="http://www.starrgates.com/" target="_blank">professional writer</a> to help you strategize, develop a newsworthy angle or bring out your real story, and write a professional, AP-style press release that won't be deleted before it's read! </span><br />
<br />
<i><span style="font-family: "arial" , "helvetica" , sans-serif;">If you'd like me to review something you're working on, send it to caryn@starrgates.com. </span></i><br />
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<div style="left: -99999px; position: absolute;">
<br />
<br />
<br />
<br />
<li class="step "><div class="stepMeat">
<div itemprop="articleBody">
Cover
the five Ws: Who, What, When, Where, and Why. A press release functions
as the hook to get an editor's attention. However, even if you have her
attention, if you do not cover the necessary information, she will
still find something else to print. The five Ws tell the editor the
importance of the information presented.</div>
</div>
</li>
<li class="step ">
<span class="stepNumber">2</span>
<div class="stepMeat">
<div itemprop="articleBody">
Start with your main point. In journalistic writing, the main point,
or overall topic, needs to be at the beginning. If the editor has to dig
for it, he will find some other press release to print. You can also
underline your main point by including a sample headline.</div>
</div>
</li>
<li class="step ">
<span class="stepNumber">3</span>
<div class="stepMeat">
<div itemprop="articleBody">
Look carefully at your use of dates and numbers. For example, ordinal
numbers first through ninth have to be spelled out, while anything 10th
and over uses numerals. the same applies for cardinal numbers one
through nine, with 10 and higher written as numerals. Dates and years
use numerals. All months with more than five letters, such as January,
are expected to be abbreviated.</div>
</div>
</li>
<li class="step ">
<span class="stepNumber">4</span>
<div class="stepMeat">
<div itemprop="articleBody">
Go over your punctuation. It is important to remember to use one
space after the period. Also commas and periods go inside of quotation
marks, and serial commas are not used. That is, if you have a list of
items, you do not need a comma before the last item: "This is a list of
one, two and three items." Some writing styles do require a comma after
the "and."</div>
</div>
</li>
<li class="step ">
<span class="stepNumber">5</span>
<div class="stepMeat">
<div itemprop="articleBody">
Check names and titles. The first time a person is introduced, you
must use her first name and full title. Formal titles, such as President
or Senator, must be capitalized and appear before the person's name.
Informal titles such as deputy secretary of government agency are in
lowercase and can appear either before or after a person's name. After
first use, only the last name is necessary, except in cases where two
people have the same last name or the name is mentioned in a direct
quotation.</div>
</div>
</li>
<li class="step ">
<span class="stepNumber">6</span>
<div class="stepMeat">
<div itemprop="articleBody">
Double check and double space. When you finish writing your press
release, double space the body of the release in order to give the
editor space to edit the piece as necessary. Also, double check all your
facts, including grammar and spelling, to ensure you are putting the
best possible face on your company.</div>
</div>
</li>
<br />
<br />
Read more : <a href="http://www.ehow.com/how_8029607_write-release-proper-ap-style.html">http://www.ehow.com/how_8029607_write-release-proper-ap-style.html</a></div>
Anonymoushttp://www.blogger.com/profile/03874852817270082881noreply@blogger.com3tag:blogger.com,1999:blog-8313672290871024888.post-16930553517969299022014-08-16T06:53:00.000-07:002014-08-16T06:54:22.068-07:00Why Everyone Deserves Their Privacy -- Even on the Internet<br />
<div style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;">
<img src="http://upload.wikimedia.org/wikipedia/commons/0/05/Robin_Williams_2011a_(2).jpg" height="200" width="138" /></div>
<br />
I have not written for a couple of months (too busy writing other people's blogs, seriously!!) but Robin Williams' passing has had me thinking about this issue a lot in the past week.<br />
<br />
These people are not related to us, they are not our close personal friends. Of course, as so many people were, I was saddened to hear Mr. Williams had reached the point where suicide was the better option. It is sad for anyone to be in that place.<br />
<br />
But as we know and see, when something happens to a celebrity, the Internet lights up, newspapers fills pages with stories no one <i>really</i> needs to know; these people's private lives become a completely open book. I don't think that's fair.<br />
Besides, many people commit suicide daily, people we don't hear about nor about whom we lick our chops over news stories or go trawling for lascivious updates. I know, they are not public figures, they do not have millions of fans, but their end is every bit as tragic.<br />
<br />
Facebook is crowded with everyone's "RIP Robin Williams." People are posting links to countless articles all saying the same thing -- he was depressed, he left this world by his own hand -- and there seems to be some kind of horrible fascination with the details, like rubberneckers when passing a bad accident on the highway (another situation I do not understand. Move on people, nothing to see here ...). It was somewhat the same situation when Philip Seymour Hoffman died of an apparent drug overdose a few months ago; a great (and troubled) talent gone much too soon by our account.<br />
<br />
I get that when this happens to a public figure, it is an opportunity, for the greater public good, to create more awareness of the medical or mental health issue that could potentially benefit others who suffer from these conditions (addictions, depression, physical disease). But it all begs the question: When is enough, enough?<br />
<br />
I think the 24/7 media coverage of their lives is intrusive and who among us would want that kind of scrutiny?<br />
<br />
<i><b><span style="color: #bf9000;">And then there's this ...</span></b></i><br />
Many media types have already excoriated the Daily News for its usual classless style to run the yellowest of journalism's <a href="http://news.yahoo.com/robin-williams-death-media-coverage-225459533.html" target="_blank">front page story</a> about Mr. Williams' death (check it out, you'll vomit a little in your mouth).<br />
<br />
<u>Bottom line for me</u>: the details of these people's deaths are not our business (excepting criminal investigations or something related to the public good). Nor are the details of their personal lives. I found it repugnant that Robin Williams' wife felt obligated to reveal her husband was diagnosed with early-stage Parkinson's disease ... of what use is this private information to anyone who is not related or affiliated with him in some way (certainly none of us are)? Why is anyone's personal medical diagnosis of concern to the public? Not to mention, media reports (journalism) should be fact-based reports, not histrionic editorials designed to feed the public's frenzy for "dirty details."<br />
<br />
<br />
<a href="http://digourideas.com/blog/wp-content/uploads/2013/02/Internet-Troll.jpg" imageanchor="1"><img border="0" src="http://digourideas.com/blog/wp-content/uploads/2013/02/Internet-Troll.jpg" height="200" width="187" /></a><br />
<b><br /></b>
<b style="background-color: white;"><span style="color: #6aa84f;">What's Up With Those Trolls Anyway? </span></b><br />
The anonymity of the Internet opens the door for terrible behavior by people who clearly have too much idle time and nothing constructive to do. I have <a href="http://thecopyblock.blogspot.com/2012/08/when-good-people-say-bad-things-online.html" target="_blank">written before</a> about some bad behavior on LinkedIn but that's just stupid communication; trolls can be destructive.<br />
<br />
Trolls are people who post inflammatory messages, often off topic and disruptive, on blogs, chat rooms and forums, and social media feeds. We've all seen them, the hostile diatribes from people no one knows, the creepy or inappropriate posts that incite upset and anger. Their primary goal is to rile up the readers and although they often succeed, the best way to treat their posts is to delete them, report them, or rise above with humor and good taste (never sink to their swamp-thing level). Trolls want a good argument but deserve a good whack upside the head (to put it politely).<br />
<br />
And now the Internet trolls are at it in the Robin Williams issue, aiming their disgusting, disruptive and destructive comments towards Williams' grieving daughter on Twitter. She has deleted her Twitter account because of this activity. There is a <a href="http://www.nytimes.com/2014/08/15/technology/web-trolls-winning-as-incivility-increases.html?hp&action=click&pgtype=Homepage&version=HpSum&module=second-column-region&region=top-news&WT.nav=top-news&_r=0" target="_blank">good story in the New York Times</a> about this abhorrent behavior that's taken over people's comment boxes, Facebook feeds, Twitter accounts and more.<br />
<br />
Problem is -- there are no true rules for Internet etiquette. Grown-up, stable citizens of the world understand that decency, acceptance of different perspectives (delivered respectfully), and true sharing of opinions with productive discourse can be a fruitful way to hold a digital conversation and even build relationships and community around a shared interest or cause. But when trolls enter the picture, lives can be marred and in some cases ruined. Consider<b> the cyber bullying that has led to teenage suicides</b>; it's <b>a different kind of trolling </b>as far as I'm concerned.<br />
<br />
Is there a way to monitor and control this? Not yet but I hope there will be soon. In the meantime, I question society's need to creep into celebrities' lives and nosh on the sad details of their personal struggles. It's all sad enough without us strangers clamoring for more. Leave their families and close friends and associates to grieve in private. Nothing to see here.<br />
<br />Anonymoushttp://www.blogger.com/profile/03874852817270082881noreply@blogger.com0United States36.879620605026759 -77.3437511.357586105026758 -118.652344 62.401655105026762 -36.035156tag:blogger.com,1999:blog-8313672290871024888.post-21986591726495167402014-06-01T19:37:00.003-07:002014-06-02T21:06:31.492-07:00Why Monitoring Your Online Presence Matters<br />
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<br />
<a href="http://upload.wikimedia.org/wikipedia/commons/1/14/Barcelona-Restaurant-Flo.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="http://upload.wikimedia.org/wikipedia/commons/1/14/Barcelona-Restaurant-Flo.jpg" height="212" id="irc_mi" style="margin-top: 56px;" width="320" /></a>I had a really strange experience about two weeks ago with a local restaurant, its owner, and the venue's digital presence. Not to mention its phone.<br />
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<br />
My region of the <a href="http://www.njawbo.org/" target="_blank">NJ Association of Women Business Owners</a> had a dinner program booked at this restaurant for a Wednesday evening. The reservation was made a couple of months ago. A few days prior to the event, I called the owner's cell phone (she had given a couple of us that number) to give her a head count and to confirm. It went directly to voice mail, which was full and not accepting any messages.<br />
<br />
Being a person of the modern age I decided to check the website for the restaurant's phone number. The website was gone, poof, down, not found, 86'd (to use a restaurant term). Curiouser and curiouser, as Alice in Wonderland would muse. I called information for the phone number and dialed; no answer. By then I was assuming something bad was going down.<br />
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I did a bit more online digging and came upon the restaurant's Yelp page. The header proclaimed that several Yelpers reported the location was closed. Suspicion confirmed.<br />
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It was further confirmed when I went to the restaurant's Facebook page and saw it had not been updated for over a year. What would you think?<br />
<br />
Another NJAWBO member also tried calling the two phone numbers and also got no answer. I shared my digital detective work with her and we agreed it was unfortunate that the restaurant had closed, and that we were not told. We canceled the meeting. I decided the next day to call the restaurant again because it seemed so weird and guess what? An employee answered and said the owner would be back in about an hour. What?! Further confusion prevailed.<br />
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<br />
Imagine our surprise when the owner called my friend a little while later to get the details for our dinner! Huh?! <br />
<a href="https://c1.staticflickr.com/9/8504/8337865772_806fd65671_z.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="158" id="irc_mi" src="https://c1.staticflickr.com/9/8504/8337865772_806fd65671_z.jpg" style="margin-top: 52px;" width="200" /></a>I eventually spoke with the owner and explained to her that after a full day (or more) of not getting any answers, of a voice mailbox that was not accepting messages, an absent website and a Yelp obituary (not to mention the abandoned Facebook page) that we thought the restaurant was closed. It is not. The owner explained that it had been closed for a couple of days for renovations but not permanently closed. She did have some lame excuse about not answering the phone because of the construction (I didn't get that connection).<br />
<br />
When I told her about the absent website she said something about it being updated. I explained to her that you don't take down a perfectly serviceable website just because you are updating your menu! Wait until you have the new site ready before you take down the existing one.<br />
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She had no clue about the Yelp post -- nor about the super-negative reviews that are posted there. So on top of the poor decision to take down the website prematurely, she was not monitoring what customers have been saying about her restaurant and there were definitely some comments that could have used some crisis communications responses.<br />
<br />
When the issue of the Facebook page came up, she told me the prior owner's daughter had put up the page and would not make her an admin on the page, so it was in a state of suspended animation. She can't even take it down. I don't know why someone would abandon a page and then not give the new owner the permissions necessary to manage it (although I doubt there would have been much in the way of management there). But this was another nail in the reputation coffin.<br />
<br />
She did assure me they are working on new menu items, they are open for business, and encouraged me to come by soon to check out the new dishes. I felt like telling her she needs me to check out her online reputation and help her clean that up!<br />
<br />
What went wrong:<br />
<ol>
<li>The public had misinformation about the restaurant's status due to errors of omission (no signage or outgoing voice mail message stating the reason for the temporary closure). Some simple old-school communication tactics would have served the place well. A sign in the window and an outgoing telephone message explaining
"we're closed for several days for renovations" would have saved them
our business and would have avoided totally incorrect information on
Yelp. That Yelp obit is now gone.</li>
<li>The website person took down the existing website for no good reason, feeding speculation about the restaurant's closure when coupled with the "no one's home to answer the phone" situation. As noted above, don't take down the old website before launching the new one. If you do, put up a simple "new site under construction" page for the time being so people don't make wrong assumptions. By the way, there is now a non-functioning Wordpress site up in its place with some pretty pictures, no information or copy, and lots of contact boxes.</li>
<li>The owner had no idea there was any conversation on social media about the restaurant and therefore was not responding to negative comments/reviews or correcting the misinformation out there about its demise. If you own a business, check the search engines for your name and see what's going on out in the cyber wilderness before reputation disaster strikes.</li>
<li>No one had been attending to the Facebook page for so long, it gave the appearance of being abandoned (the page and the location). Either keep the pages updated or take them down; otherwise it gives the impression that no one's home. Their page is still abandoned. By the way -- please make sure you engage with your audience on your social pages. If people are allowed to comment there and they post something that warrants your attention, talk to them. Social dialogue is a great way to build audience and enhance your digital cred. </li>
</ol>
These individual problems all added up to a very big one for this business and all of them were avoidable, had anyone been paying attention to what was happening online. Mind your social accounts, keep your website up and functioning, and check on what people are saying about you out there. Don't let this happen to you!Anonymoushttp://www.blogger.com/profile/03874852817270082881noreply@blogger.com0tag:blogger.com,1999:blog-8313672290871024888.post-34798950801915017032014-04-23T06:27:00.002-07:002014-04-23T06:28:42.688-07:00Blog Posts: How Long is Long Enough?<div style="text-align: left;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhd5G-SgbYf6I1KJuA2jmZiboHlAd4nfg8rEpWjoLbOvC0nGk01dEbF0wasTlNoRFV8SxyB-pB-RIdnFOxYwNMrclnBJS2bVLdNHlsAULD_ClvoyI1NojZ0l_hj8DosXRSmqOqETWdRkLI/s1600/blog-96106_640.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhd5G-SgbYf6I1KJuA2jmZiboHlAd4nfg8rEpWjoLbOvC0nGk01dEbF0wasTlNoRFV8SxyB-pB-RIdnFOxYwNMrclnBJS2bVLdNHlsAULD_ClvoyI1NojZ0l_hj8DosXRSmqOqETWdRkLI/s1600/blog-96106_640.jpg" height="140" width="200" /></a>I'm writing this today in response to a post in a LinkedIn group that brought up the issue of blog post length. There was an article cited about this and we were asked our opinion on the question of what is the right length for a blog. I suppose the issue of frequency is also at play here but as someone who barely writes on her own blog (my last entry was just over two months ago!) I am not going to go there today.</div>
<i><br /></i>
<i>Disclaimer: I am <u>not</u> an SEO expert or practitioner, I'm a copywriter. All views expressed here are the opinions from a writer's point of view (albeit, someone who writes <u>loads </u>of online content and pays attention to trends and pesky algorithm updates, and learns a lot from the digital gurus I work with). I can recommend several trusted SEO experts if you need a referral.</i><br />
<br />
<u>What to Write</u><br />
<div style="text-align: left;">
A company's blog (web log) post is your company's online diary so to speak -- a valuable tool for communicating your expert opinion, positioning you and your key employees as leaders in your field, sharing pertinent and helpful insights that your customers or clients can use to improve their operations -- you get the idea. If you are writing blog posts for SEO purposes, to improve your
search results, and to drive traffic to your website, you need to have
relevant, engaging content for the search engines and your readers; topics should be of intrinsic value and of interest to humans.</div>
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In
my humble opinion, short posts just for the sake of throwing something
out there are a waste; they probably don't have much in the way of
interesting or informative content and to me, they feel gratuitous and
somewhat spammy ("Uh oh, I'm supposed to post something so here it is:
something/anything/blah blah blah").<br />
<br />
I'm not
talking about using your company's blog as another avenue to stay in
touch with your clients for a quick announcement or important update,
especially if they know to go there for these communiques (such as: our
office is closed, remember to file by Friday, event registration ends
today). This is actually a great client contact channel for pertinent information on the fly, but it's
not a blog post. <br />
<br />
<u>Blog Length</u><br />
Search engines need quality content and enough of it to deem your blog worthy of search results . . . as do your readers. There is no magic word count for this but too short is not going to cut it. That in itself is a highly subjective sentence. There is a good study on blog post length and search results that I found on SlideShare; you can view it <a href="http://slidesha.re/1hihP6Z" target="_blank">here</a>.<br />
<br />
Business blog posts are articles, and as a copywriter who writes a lot of these for clients, I will say this: however long I need to state my case and make my point is how long my blog posts run. Some people say 400 words is a good target; I've written blog posts that are between 400-500 words and others that are closer to 800. There were not wasted words, the articles were researched, and the posts were not over-written. I don't believe there are any rules around this issue and it depends on your subject matter and your audience. <br />
<br />
If you plan to post frequently, perhaps articles on the shorter side make more sense for you (400-500 words). If you post infrequently, or write about technical topics that need more space (and words) to unpack, longer (1000-1500 words) is probably better for your topic and your readers. There are no rules. (Suggestion: If you plan to write something over 1000 words, you might want to look for opportunities to submit articles to publications seeking more
in-depth, longer content, unless your audience is one that expects and
reads long articles on a regular basis).<br />
<br />
I lament, balk at, and fight against the adage that nobody reads anymore, no one has time, people want short snippets instead of articles with flow and substance. People will read what matters to them. That being said, there are ways to meet these accepted "truths" head on. Providing useful links to your sources help to trim down word count; you can bring up the point, make a statement, and direct the readers to the source for more details (much as you would in an email newsletter). I also suggest breaking up longer pieces with bold subheads and call-outs to draw the reader's eye and provide snippets of information. However, to me the bottom line regarding blog length is:<br />
<ul>
<li>Write an article that is interesting and relevant to your audience. </li>
<li>Make it as long as you have to in order to deliver helpful information to your audience.</li>
<li>Don't get hung up on capricious limits like 150 words or three paragraphs. Who made that up?</li>
</ul>
Do you agree? What are your thoughts about blog length? Please share them in comments.<br />
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<br />Anonymoushttp://www.blogger.com/profile/03874852817270082881noreply@blogger.com0Fair Lawn, NJ, USA40.9403762 -74.131809640.892394700000004 -74.2124906 40.9883577 -74.0511286tag:blogger.com,1999:blog-8313672290871024888.post-83987677483435491012014-02-12T19:48:00.002-08:002014-02-12T19:53:18.073-08:00I Was Leading a Class on Creative Journaling When Suddenly ...<div style="text-align: center;">
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I was recently asked by an executive of an account I work on to lead a class for seniors as part of the organization's lifelong learning program. I was flattered and said "yes" although as a copywriter I was not sure what I could teach. My contact suggested "creative journaling"and I agreed.<br />
<br />
I don't keep a journal and barely remember to update this blog but after a little research I had my outline done, a two-page handout for the class, and some ideas for our discussion. I showed up with pads and pens as a dozen senior citizens waited to find out about how to start and maintain a creative journal.<br />
<br />
The class started out innocently enough. I explained the difference between keeping a diary and undertaking this journaling, and shared some idea-starters and topics. We talked about creative expression and personal expression. I said that one area to journal about is your worries or concerns, things that bother you; to write that letter that will never be sent. That's when things took a very meaningful detour for us all.<br />
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A woman raised her hand and shared that when her now-deceased husband was spiraling ever downward into dementia, she, in her despair or frustration or rage, cursed him out. With tears in her eyes, she said that to this day she feels guilty about this; what should she do? "Well," I responded, "this could be a great example of that letter that never gets sent. Why don't you journal about your feelings that day, how you felt in that moment, and express your regret about the event? It will help get it off your chest. When things go unexpressed they get a life of their own and you need to let it go. But more important, you have to cut yourself some slack for being human." I hope that she writes that journal entry and instead of beating herself up, gives herself credit for hanging in there during a terrible time on her life.<br />
<br />
I got back on track and we talked about forming a writing group, akin to their knitting club or book club. Some more topics were discussed. Other hands went up. Clearly, the idea of letting go of their troubles in some way (verbal expression being the preferred option that day, it appeared) was opening up a floodgate among my "students."<br />
<br />
"No matter how hard I try I can't seem to ..."<br />
"I'm having trouble forgiving myself for ..."<br />
"I wish I didn't always feel ..."<br />
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It was at this point that I started counseling my elders on choice. How we all have a choice about how we act or feel about anything; we just don't always recognize that at the time. In the moment we react but if we take a breath, stop and think, we realize we might not be able to change the situation but we always have a choice about how we will be about it, or what we will do with it. This engendered some more conversation; not everyone agreed with me, saying they can't do it alone. I countered that they didn't have to, sometimes we need professional help or family support to address an issue. We talked, honestly and openly.<br />
<br />
I gave the class another short writing exercise and many were eager to share their entries. After some reading aloud for the group, another hand went up.<br />
<br />
"We are here together in this community but we did not come here together. We are not all from the same backgrounds or have the same interests. I try talking to people and no one wants to talk; I try to make friends but it's not working. I always feel so lonely."<br />
<br />
Oh boy. A two-parter. What happened to our writing class? Good thing I think well on my feet.<br />
<br />
"There are two kinds of people, the ones like you -- the outgoing connectors-- and the others who are afraid. Many people are afraid, they won't reach out first, they need more time to warm up. As many people get older their worlds get smaller. You see that, right? So don't be discouraged; just keep trying to connect. Use the ideas from this class as your entree. Find shared interests, talk about something on your mind. It will happen." The woman seemed somewhat mollified.<br />
<br />
"As for loneliness," I continued, "being lonely is part of the human condition. We can be surrounded by loving family and friends and still feel lonely at times; we can be married to someone for 50 years and have periods of loneliness." There were several nods of assent in the room on that one.<br />
<br />
"Find someone in this class who you can share your journaling with," I said.<br />
<br />
At the end of the hour, several people asked when I was coming back, which was very flattering. Our group therapy session/writing class had just been getting started, it seemed. I gave out my business cards and told them to call me with ideas for their journal entries or if they got stuck. It had been a cleansing experience for some of them and a powerful hour for me to be able to give something so unexpected to them.<br />
<br />
Then the old man who'd been sitting silently in the back of the room shuffled up to me as I was packing up. He had tears in his eyes. <br />
<br />
"I never told anyone this before," he started. I looked straight at him. "I was part of the third landing party at Normandy." Oh no, I thought, this is going to be very bad. <br />
<br />
"By the time we got there, the first two landing parties were all dead or dying," he said in his sad voice. "A young boy was calling out for his mother, he was shot up and bleeding. I sat next to him and put his head in my lap." Now he was crying. "He called out, he thought I was his mother. And then he died. I had his blood all over my uniform." I fought back my own tears as he told me this.<br />
<br />
"I have nightmares about this, I cannot get this scene out of my head. Almost 70 years and I wake up at night thinking about this. I can't take it anymore, I don't know what to do."<br />
<br />
I looked at him, this sad old man who wants to forget the horror of that beach in Normandy. I said, "You gave a dying young man the comfort he needed. That is a very great thing. He was lucky and did not have to live with this memory but you do. Take this pad and pen and keep it by your bed so when you wake up in the middle of the night, you can write about your feelings."<br />
<br />
He thanked me and walked out slowly. I said my goodbyes and find myself sitting here, journaling about the experience that so moved me.<br />
<br />
So if someone asks you to lead an adult education class for seniors some time, be careful of what your topic is and which floodgates it might inadvertently open for you. And have your journal and pen handy.<br />
<br />
<br />Anonymoushttp://www.blogger.com/profile/03874852817270082881noreply@blogger.com2tag:blogger.com,1999:blog-8313672290871024888.post-7258738247670250562013-12-16T13:09:00.000-08:002013-12-16T13:16:59.944-08:00Make Sure Your Website Makes the Right Impression--And Builds Sales<div class="separator" style="clear: both; text-align: center;">
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<span style="font-family: Times New Roman,Times,serif;"><span style="font-size: 16px;">As
the old saying goes, “You only have one chance to make a first
impression.” In the online world you have one moment, so make sure you
make the best impression right away on your business’ website. Here are
five ways to make sure your website works in positive ways to build your
online reputation and identity.<br />
<br />
<b>Good website design</b>. This is a crucial part of how
site visitors will perceive your brand and it’s sad to say, I see many
websites that are not updated and look unappealing and musty.<br />
<br />
Site visitors (and future customers) will trust your brand based on
what they see on the Web. You want to encourage them click through to
view more pages, watch a video, or fill out the contact box for more
information. Make your website design clean and uncluttered, with images
that support your brand’s story and encourage interaction with the
pages.<br />
<br />
<b>Mobile-specific website</b>. Smartphone market penetration
has skyrocketed; according to statista.com, market penetration in 2014
is projected to reach 64 percent of all new handset sales, and IBM
reports that mobile commerce sales now account for over 13 percent of
total online sales. It is predicted that more people will access the
internet via their smartphones than their desktop computers by next
year.<br />
<br />
Mobile-specific websites are formatted to accommodate the smaller
screens, touchscreens, and gestures so they are much more user-friendly
for smartphones and tablets. They are thumb-friendly and don’t require
lots of zooming in or panning left to right (just scrolling up and
down). If you are creating a mobile version of your current site, leave
out the flash graphics—they don’t load on mobile devices. <br />
<br />
<b>Embed video</b>. Your website should offer various media
because people take in information in different ways—through text,
images, or video. Videos become your online commercials and should be
just as short to keep viewers engaged. Embedded videos in your brand’s
website increase visitor engagement or interaction, increases length of
time on the page, and is good for SEO because videos can be optimized
for search. By linking your short videos to longer forms on YouTube or
Vimeo you create relevant back links to your website.<br />
<br />
<b>Link your social media accounts</b>. Social networks
provide excellent ways to boost your business’ online visibility; there are hundreds but the most popular for business are <a href="http://www.linkedin.com/in/carynstarr" target="_blank">LinkedIn,</a> <a href="http://www.facebook.com/StarrGatesBusinessCommunications" target="_blank">Facebook</a> (fan pages, not personal pages), <a href="https://plus.google.com/u/0/109671485828000103433/posts" target="_blank">Google+</a>, and <a href="http://www.twitter.com/stellarcopy" target="_blank">Twitter</a>; Pinterest is becoming a popular business-building tool for certain types of businesses as well. You
should cross-promote your social media content with your <a href="http://www.starrgates.com/" target="_blank">website</a> to
drive traffic to specific web pages or promotional landing pages.<br />
<br />
<b>Optimize and analyze. </b>Strong search engine
optimization (SEO) enhances your website’s organic search engine
results. Implement the proper keywords and keyphrases, write relevant
on-page content, and use targeted meta tags, title tags, and page
descriptions.<br />
<br />
</span></span><span style="font-family: Times New Roman,Times,serif;"><span style="font-size: 16px;"><img border="0" class="article-image" height="283" src="http://www.wobcmagazine.com/Files/google-analytics-dashboard15820130315.jpg" width="400" /> </span></span></div>
<br />
<div style="text-align: justify;">
<br /></div>
<div style="text-align: justify;">
<span style="font-family: Times New Roman,Times,serif;"><span style="font-size: 16px;">After you optimize (which should be ongoing) you need to see how the
site is performing and meeting your goals. Website analytics provide
valuable data that will inform content and actions to take to grow your
business. You can see:</span></span></div>
<span style="font-family: Times New Roman,Times,serif;"><span style="font-size: 16px;">- Which search engines your visitors use<br />
- The search terms they used to find you<br />
- Specific pages they are visiting<br />
- Time spent on each page and bounce rates<br />
- Interactions with the website pages<br />
<br />
</span></span>
<br />
<div style="text-align: justify;">
<span style="font-family: Times New Roman,Times,serif;"><span style="font-size: 16px;">Analyzing
these metrics helps you determine where you are losing your customers
(on the site) and the channels they use to reach you; use the data to
make necessary changes to boost website traffic and convert more
prospects to customers.<br />
<br />
Taken separately, each element can only do so much; put together in a
cohesive website development plan can help you transform your website
into a valuable online business asset. If you need recommendations for
SEO experts who can help you with this important internet marketing
effort, feel free to contact me for a referral.</span></span></div>
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<br />Anonymoushttp://www.blogger.com/profile/03874852817270082881noreply@blogger.com0tag:blogger.com,1999:blog-8313672290871024888.post-73574137404802399282013-11-07T07:04:00.001-08:002013-11-07T07:13:07.300-08:00Damn You, Typos! Begone with You!Anyone who knows me or has worked with me knows that I am a stickler for detail, good grammar, and a typo-free piece of communication. I have been known to snarkily point out the errors on other people's website pages, in their social media posts, their articles . . . and restaurant menus are a particular favorite of mine. (Honestly, doesn't the Italian restaurant know how to spell "cappuccino?") I apologize in advance about my nasty habit but these things just jump out at me, begging for attention.<br />
<br />
So it was interesting to have a few friends point out some errors of my own in a Facebook post and a vacation message on my email program. Allow me to explain.<br />
<br />
Both were typed on my smartphone, and I was not wearing my glasses. I hate the stupid touchscreen keypad and the fact that I am far-sighted and can't see crap without my glasses! However, are these good excuses or just ... excuses?<br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEifNLUYi1oFaH0KQ5239Xlm22U0gOX2wZsYhrgQa9-otO6rScIJ49d2poA3J93K-4ngWB11eUtkWYwXHh29_f2DKQikEiQ3X42cGMi3VXMaz6FPjfF400c71BPR1wC_mn_wJmefBhjAS4w/s1600/smartphones.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="123" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEifNLUYi1oFaH0KQ5239Xlm22U0gOX2wZsYhrgQa9-otO6rScIJ49d2poA3J93K-4ngWB11eUtkWYwXHh29_f2DKQikEiQ3X42cGMi3VXMaz6FPjfF400c71BPR1wC_mn_wJmefBhjAS4w/s200/smartphones.jpg" width="200" /></a></div>
<br />
In the case of the email vacation message, I let everyone know that "I <b><span style="color: blue;">sm</span></b> out of the office until later." This is certainly not horrible in any way but it was pretty funny, given the source (moi). When my friend pointed it out I responded that perhaps I was creating a service mark for my message (and then explained the phone typing thing, no glasses, etc.).<br />
<br />
In the case of the Facebook message, I was at a major regional shopping mall Monday night, just before closing, when a shooter entered and started firing randomly (not at people, thank goodness; turns out he was there to kill himself but he certainly scared the shoppers and brought out hundreds of police and FBI agents).<br />
<br />
My husband and I ran into the back storage room of the shop we were in with the store manager and locked ourselves in there until we could safely exit. I hastily grabbed the phone and wrote out a Facebook post that was partially scrambled due to the errors but everyone understood the message.<br />
<br />
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<a class="_29h _303 _51wa" data-ft="{"tn":"\u003C"}" data-hovercard="/ajax/hovercard/user.php?id=1505247686&extragetparams=%7B%22hc_location%22%3A%22timeline%22%7D" href="https://www.facebook.com/caryn.starrgates?hc_location=timeline" tabindex="-1"><img alt="" class="_s0 _50c7 _54rt img" src="https://fbcdn-profile-a.akamaihd.net/hprofile-ak-prn1/s48x48/49921_1505247686_1347733318_q.jpg" /> </a> <br />
<div class="_3dp _29k">
<h5 class="_1_s" data-ft="{"tn":"C"}">
<span class="fcg"><span class="fwb" data-ft="{"tn":";"}"><a data-hovercard="/ajax/hovercard/user.php?id=1505247686&extragetparams=%7B%22hc_location%22%3A%22timeline%22%7D" href="https://www.facebook.com/caryn.starrgates?hc_location=timeline">Caryn Starr-Gates</a></span></span> </h5>
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<a class="uiLinkSubtle" href="https://www.facebook.com/caryn.starrgates/posts/10200939870608078"><abbr data-utime="1383629509" title="Monday, November 4, 2013 at 9:31pm">November 4</abbr></a> via <a class="uiLinkSubtle" href="https://www.facebook.com/mobile/?v=350685531728">mobile</a></div>
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<div class="_wk">
<span style="background-color: #a2c4c9;"><span class="userContent" data-ft="{"tn":"K"}">Locked in back of a store in Gardem stste Plaza. Shooter in the mal. Safe for now.</span></span></div>
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I did not realize the errors (minor, given the circumstances) until a friend who read and responded to the post pointed them out. She said I must have been shaking because of so many typos and that just wasn't like me. She is right, of course--not about the shaking (I was not) but about the errors. I had no idea of them at the time. It was not terror in the moment (although I was a bit rattled and nervous) -- again, it was a case of tiny keyboard, touchscreen, no glasses. When I got home and saw it, well, the figurative egg was on my face! I explained the situation to her.<br />
<br />
<b>So where does this all lead? Read your stuff before you post it!</b> It only takes a moment to go back and make corrections. What you write, publish, and share are reflections of you, whether in a personal or professional sphere. It is not difficult to make your communication more professional by looking it over first.<br />
<ul>
<li>If you are writing an article, news release, report, or other business-related document, have a colleague or professional editor/proofreader review and proofread it before it is published.</li>
<li>If you are typing on those little phones or even the more expansive tablet keypads, don't hit "Send" until you've looked over the message or the document. The same goes for any desktop email program.</li>
<li>Try copying and pasting your text into a new blank page and read it over again; sometimes the printed change of scenery helps you see things differently--and notice small mistakes. </li>
<li>Multi-tasking sucks and will lead to mistakes that you'll have to go back and correct, then re-send whatever you just wrote with a note of apology. This looks bad. For instance, avoid chatting on the phone while sending emails or documents.</li>
<li>Don't rely on spell check and MS Word's grammar/spelling correction tools -- these are not fail-safe. </li>
<li>Now that I use a smartphone and text occasionally, I see that capitalizing and punctuation is a bit of a hassle. Do it anyway. <i>At least before you send me that message. </i> </li>
</ul>
Anonymoushttp://www.blogger.com/profile/03874852817270082881noreply@blogger.com0tag:blogger.com,1999:blog-8313672290871024888.post-8869541006431221242013-09-01T13:29:00.001-07:002013-11-07T07:08:24.467-08:00Missing the Old DaysSummer is winding down, my daughter (only child) is now at college, and I find myself feeling quite nostalgic for my college days. I did not even love where I went to college but no matter . . . knowing about all the experiences my daughter will be experiencing over the next four years makes me yearn for that simpler time (that, at the time, did not always feel so simple!).<br />
<br />
<img height="149" id="irc_mi" src="http://farm5.staticflickr.com/4133/4958246613_316f4fb392_b.jpg" style="margin-top: 0px;" width="200" /> Then my thoughts turn to my early days in advertising, as an aspiring and then junior copywriter. Ah . . . typing on an IBM Selectric II; brainstorming with my art director in our offices, cracking each other up with awful headlines and ad concepts until we got a few we liked, then layouts drawn with black marker on big pads of paper; art directors with heads buried in lucigraphs as they resized images, and waiting three days to get a proof back because it had to be typeset and the PMT (photo mechanical transfer) had to be created (remember veloxes?). Graphic artists knew how to paste up type and the typesetting machine we got at McDonald & Little took up the whole break room!<br />
<br />
Video and audio tape. 7-1/2 ips. 3/4", 1" or 2" for broadcast -- all these numbers meant something at one point. You could hold your work in your hands. You schlepped a portfolio around with your print work and your reels. <br />
<br />
Today it is quite different in so many ways, from the way we work to how the work is produced. Now we talk about MP3s and podcasts, and send links to websites written or digital portfolios. Spots are edited on desktops, ad layouts are done in minutes, changes nearly instantaneous. My skills have expanded and my work assignments broadened to meet the demands of today's clients and technology. <br />
<br />
But the work is different for me in other ways as a freelance copywriter. I'm a journeyman, I go where I'm needed and generally work on my own, separately from the art director or designer until we meet up later on to align our designs, copy, or concepts. It's a backwards process but seems to be the way these days. Sometimes we end up at the starting line together -- a more cohesive way to produce good creative. But not always. And I don't always see the final version of work I've done--assignments often disappear into the vapor or I forget to ask because I'm on to the next project.<br />
<br />
As nostalgia for the "good old days" seeps into my consciousness, I miss:<br />
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<li> Sitting in each other's offices with pads and pens and ideas bouncing around the room. </li>
<li>Working very late and sleeping on my creative director's couch because the meeting was early the next morning. </li>
<li>The sound of the keyboards in writers' offices.</li>
<li>The presentation meetings with our group head and creative director, getting them to sign off on our ideas to present to the client. </li>
<li>Working with great voice talent to create radio spots or going on shoots for TV commercials.</li>
<li> Storyboards for commercials rendered rough in the office, then returned
with the artistic flourishes of the storyboard artist. </li>
<li>Acting out radio
scripts for other creatives before sharing with the client. </li>
<li>And humoring
the account guys who wanted creative to follow "the research" (nice
try, guys). </li>
</ul>
Good times.<br />
<a href="data:image/jpeg;base64,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" 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My former group head sent me a slide last year of me and a Charlie Chaplin impersonator from a shoot we did for a bank commercial a million years ago. Two framed animation cels (hand-drawn and hand-painted) from a Cookie Crisp commercial I wrote still adorn the wall above my office. Treasured memories.<br />
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<a href="https://encrypted-tbn3.gstatic.com/images?q=tbn:ANd9GcR_Eko3l3NVU_p1nO4ZBI5vytiHZIvQ_Ej7b7cjB4_AlUk2XTCIW-fzZ7nH" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://encrypted-tbn3.gstatic.com/images?q=tbn:ANd9GcR_Eko3l3NVU_p1nO4ZBI5vytiHZIvQ_Ej7b7cjB4_AlUk2XTCIW-fzZ7nH" style="height: 166px; margin-top: 0px; width: 124px;" /></a><br />
Ad agencies were not public relations agencies and the lines had not yet blurred as they are today between advertising, marketing, and PR. There was no internet yet nor social networks. The day I was leaving my job at McCaffrey & McCall, some new "computerized typewriters" were being delivered to the secretaries--the first personal computers the agency was investing in. Exotic.<br />
<br />
The unfettered creativity, the mistakes, the bloopers, the great lines and sizzling copy
(the ones that the clients didn't buy and the ones they did), the jingles, the
learning curve, and the feeling that all was right with the world. That was then, this is now--byline articles and blog posts, website copy, press releases, collateral material, and yes, even the occasional ad or TV or radio spot. And I'm so happy to be a part of it still! Anonymoushttp://www.blogger.com/profile/03874852817270082881noreply@blogger.com0