Marketing Archives - Page 2 of 2

What is the best time to publish a blog post?

Daniel J. Cohen April 29, 2013

Whenever you want!

Think about it. Why do you publish a blog post in the first place? Blogging can certainly lead to sales. It can be a great way to talk to your audience. And it doesn’t hurt you in the search rankings, either.

But different companies seek to accomplish different objectives with a blog. Dino Dogan of Triberr says that your blog should be thought of “as a magazine” or “like a water cooler”. Some of my clients use their blogs to feature specific products or services. Still others simply aim to keep their sites relevant with their customers. I blog for a combination of purposes.

In theory, you should publish in the morning. When you publish a blog post in the morning, you supposedly drive more traffic, particularly if you do so between 8 and 11 AM. You also get more traffic on Monday, but more comments on Saturday.

This all assumes your audience is the average audience though, when in reality, your audience is your own. Your customers (or readers, if you don’t sell things to them directly) may prefer to wake up at 2 PM, roll over, eat some cheese balls, drink a soda from the night before and get online at 3 PM, then pound the keyboards on all of their favorite blogs for three hours with cheese-covered fingers (comic blogs, I’m looking in your direction). In that case you should publish your blog post at either 3:30 PM (their “morning”) or 4 AM, right before they go to bed after a long night of either Halo or World of Warcraft.

There is also one key factor that trumps any consideration you may have given when you should publish your blog post: What you publish. If your content isn’t strong, there’s no point in putting it out there for the world to see. A good blog post should draw the reader in and convince the audience to read it in its entirety (here’s an example our audience really liked). It’s hard enough to stand out in the digital world- so hard that people are manipulating every variable (such as when you should publish your blog post, whether or not you use pictures, different social media post promotion patterns and more). It’s even harder when you have nothing to say.

So while “social media scientists” may tell you they know the exact measurable pattern that makes the most sense for when you should publish a blog post, take that analysis with a grain of salt. Timing and testing of all content marketing variables is important, but trust your intuition to determine whether or not you are an average business or if you should post outside of the traditional “best period of the day”. And NEVER sacrifice the quality of your content for the quantity of posts on your blog.

This blog is being published on a Monday morning in an effort to see if you, our reader, is an average blog reader, or if you have other business to attend to right now. If you think we’re on the right track, tell us in the comments.

Or if you think we are plum crazy and totally missed the mark, you can tell us that, too.

Blog, Blogging, Content Writing, Copywriting, Writing Blogging, Content Writers, Content Writing, Marketing

You Will Not Read this Blog Post

Daniel J. Cohen April 22, 2013

You will not read this blog post.

There’s no chance.

No matter how snappy I make this post, without something graphic in the copy of the post and a bloody murder headline, or a big nasty picture, or something directly useful or interesting to you, you’re not going to read it.

There used to be a time when a nice swift headline- a linguistic kick to the chops- was good for a click through or two, guaranteed. Click click, read read, and your site saw a small increase in traffic.

But now, the volume is turned up as high as possible. Every few minutes, another incredibly explosive headline splashes across the pages of large news sites, disseminates in bursts through the social media atmosphere and lands on the lips of every stakeholder attached to the situation.
And in a blogosphere fuller than ever of volume blogs and social media outlets screaming for attention, there’s no room for a little ol’ blog post that just wants some love from a few pairs of eyeballs.

The net is too fast, too furious, and too full for this blog post to fit in. Period.

It’s sad. But we don’t need any sympathy.

Know why?

Because RedShift Writers provides content writing that is friendly for people and search engines.

It’s all we do. Nothing more, nothing less.

So no matter what the topic of conversation is, we have strategies that will guide the reader’s eyes from the top of the page to the bottom of the page, from the headline to every detail to the bottom (where I am supposed to ask you to do something for my company).

And if we can get others to read the entirety of a page, we should (theoretically) be able to sell better.

That’s why RedShift customers thrive and RedShift will always survive.

If you want to learn how to write blog posts and other content that use reverse psychology to get readers to read to the bottom of the page, email us at [email protected].

(Or don’t.)

Blog, Content Writing, Marketing, Writing Blogging, Content Writers, Content Writing, Marketing

50 Commandments for Renegade Free Lancers

Daniel J. Cohen March 18, 2013

You don’t follow the rules. You’re a renegade free lancer.

I know, I know: Renegades don’t have rules, so how could this blog post even exist?

Before you have an existential crisis about it, consider this: the business world is full of rules. There are rules about not burning bridges, avoiding controversy, climbing the ladder, respecting superiors, leading a certain way, dressing a certain way… even eating a certain way.

But when you create rules centered on breaking rules, the rules aren’t really rules. They become more of a Sammurai code for the modern marketing warrior, fully preparing the likes of you and me for the rough open waters of the free lance market.

Capiche?

Good.

Oh, one more thing: This post isn’t short. I didn’t break it into ten posts to make it short either. This is a comprehensive blog post with real thought, value, discussion and outbound links in it. I think writing blog posts with extraordinary value every once in a while is important if you’re a content writer.

Hopefully, I’m not the only one left who thinks so.

If the post is too long for you, take breaks. But remember, there used to be a time when articles of several thousand words… well, they weren’t the norm… but they survived. They survived because the ideas were good.

It’s with that hope that I create this blog post and the extremely long introduction that comes with it.

As a free lancer turned business owner, I have felt the basic pressures surrounding both lifestyles. While I am transitioning from free lancer to a more pure entrepreneur, I feel as though I have plenty to share with anyone who wants to start a business or secure a successful free lance career.

And that’s where this list comes from.

Enjoy.

Thou shalt not wear ties.
Ties are for weddings, Bar Mitzvahs, and company reps. They’re uncomfortable little nooses that hang around your neck and tell the world that you probably aren’t fun. They’re also a general hazard, as they can easily get caught in elevator doors.

My worst nightmare.

Besides, real money doesn’t wear ties. Very few of the really heavy hitters on the Forbes Lists wear them. And none of the oil men I’ve met wear them.
Thou shalt not carry a resume.
LinkedIn already has everything you need to know about me in a nutshell. And resumes are essentially sensationalist news articles: you’ve got one page to convince people of who you are and it’s going to take some fancy maneuvering of language (and sometimes pure lies) to get them to bite on it. And that’s what cover letters are for anyway.
Thou shalt exercise.
Staying healthy is important no matter what. When you’re a free lancer, finding time to get some basic gym time in is tough. Be creative about it. Get a chin-up bar for your house. Break into random sprints. And try to work in a few enjoyable workouts, too.
Thou shalt read.
Free lancers need mental stimulation and insights gathered by others. They must stand on the shoulders of giants. Reading is the easiest way to do so.Need some suggestions? This girl has a guide. Sort of. (Warning: It’s slightly— and I mean slightly— graphic, so if you’re NOT a free lancer, and a middle manager may soon peer over your shoulder at your monitor, then invite you into his offi… large cubicle… to have a “talk” about workplace behavior, you may want to save it for later. Or read it now in hopes you get caught so you can storm out of the building, flip over a few chairs on the way toward the door, and become a free lancer moments later. It’s up to you.)
Thou shalt learn.
Reading is good for learning in general, but not enough by itself. Life happens in practice, not theory. So when you get a chance to learn a lesson, take it. Learning it twice is expensive.
Thou shalt not have social media for the sake of having social media.
No one with a viable business spends the whole day writing brochures or creating TV commercials (unless that IS your business, but that’s another story). So why would you put out social media without a business directive? From now on, no social media unless it accomplishes a specific business objective.
Thou shalt not work in only one place or position.
At one of my past jobs, I got into a minor tangle over having a standing desk.And if the person I tangled with thought that was unusual, she should see how I work now: However I want!When I write, I shift positions whenever and to wherever I want. Sometimes, I sit on a couch. Sometimes, I lie in bed. Sometimes I prop my computer on the bar in the kitchen. And sometimes, I use a desk.

Sometimes, I make this my work environment for a few hours.

Uniform, consistent work spaces may be OK for most business pros, but writers could use flexibility.
Thou shalt take cash up front.
Every good free lancer has been burned once or twice. Mitigate your risk a little bit by explaining that this is your living and you require a certain amount upfront. 50% upfront and 50% on delivery is standard, but not required.
Thou shalt avoid liars.
This goes for anyone who might be trying to pull the wool over my eyes. Liars get a swift boot out the door. They’re immoral and they cost too much money.
Thou shalt hustle.
HARD. Free lancers get to exist outside the system of a company. But that doesn’t mean you get to twiddle your thumbs or sleep all day. It’s time to pound the pavement. Get out there and sell. Then produce. Then sell some more. Then build sales tools to help you do it better.
Thou shalt have fun.
When you work in a company, you’re bound by the rules of the company. When you work for yourself, you are the company. If you’re not having fun, you definitely missed the point.
Thou shalt find a good accountant.
Keeping track of your own books is a snap with QuickBooks or any other well-known accounting system. But when the time comes to pay quarterly taxes, your accountant is going to have more work than you’ll ever want. Complete your own client work. Let someone else crunch your numbers. (My accountant).
Thou shalt get tax breaks.
All of them. Free lancers can write off everything from mileage to pencils. Here’s the holy grail of tax break assistance. Read it. Love it. Save money with it.
Thou shalt pay on time.
It boils my blood when someone strings me along for WEEKS past the due payment date. That’s why I pay my bills on time, from my landlord to the electric company to contractors to vendors… anyone. I’m a business owner. I need cash flow. They’re in the same boat. I pay on time because it’s how I would want to be treated. I feel like I’ve heard that somewhere before.
Thou shalt build thy personal brand.
Free lancers are individualists. When you free lance, it’s about your own style of working. If you don’t become known, you can’t work. If you can’t work, you can’t eat. Seek opportunities to meet, speak, write and greet. Do it in ways that benefit your bottom line.
Thou shalt get contracts.
If you don’t have a contract, no one owes you anything. And if no one owes you anything, I don’t think I have to explain how that can cramp collection during end of the month invoicing. Use Legal Zoom if you have to. Often times, you can get contract copies from mentors if they are willing to help you.
Thou shalt network to sell.
Networking events can be a mixed bag. Sometimes, you find the exact prospect, partner or employee you’re looking for to make the leap to the next level. Other times, you wind up surrounded by drunken sales reps and recruiters. When you network, you should be looking for useful connections. If you attend a few networking meetings in a row with one group and come up with goose eggs, hunt somewhere else.
Thou shalt pinch pennies.
It’s time for you to live like you did as a teenager. Reduce your spending. Find pennies on the street and slide them across the counter when you want a glass of orange juice at the local gas station. Stop buying crap; that thing you wanted is stupid and you know it.
Thou shalt be open.
More than just being honest, free lancers have the opportunity to speak their minds. They’re protected by not just the first amendment but by the universal rule that if you don’t live under a certain person’s house then you don’t have to follow their rules. If there’s something you want to say on your blog that’s an elephant in the business community, say it anyway. You won’t lose customers, but rather qualify leads.
Thou shalt back up thy friends.
Allies are allies; friends are friends. If you and someone like one another well enough to treat each other right, you also have agreed to take care of tasks for one another. You’re friends. That doesn’t end when you’re free lancer, but rather becomes stronger. If you have a business partner who has shown you some true good will in the form of leads, support, services, etc., then you need to maintain that good will. Back up others when they need it.
Thou shalt backup thy files.
I’m not kidding. Your business is out of an apartment and laptop case. I’m willing to bet that one break-in could ruin more than half of the free lancers out there.
Thou shalt love coffee.
Drink it too much and you’ll develop a caffeine addiction. But use it in spots to supplement your efforts and ride out tough deadlines once in a while.

Meet your new best friend.
Thou shalt sleep.
Sometimes. Trust me: If you don’t, your clients will notice.

Falling asleep when you are supposed to conduct business is bad news.
Thou shalt establish CRM.
You are your own business. So when you prospect a client, you do it to sell. And without CRM, managing client relationships quickly becomes a headache. Set up a CRM system sooner rather than later. You will thank yourself for it.
Thou shalt choose partners wisely.
Remember that everyone out there is looking for a situation that benefits them. Some of those people would prefer something mutually beneficial, but the world has no lack of parasites.

Don’t let your partnerships turn out like this.

Symbiosis is what you’re looking for. Seek like-minded partners.

On the other hand…
Thou shalt give people a chance.
To find value where others don’t see it is a beautiful thing (there’s a whole book about it). Without placing yourself at risk, take a chance once in a while. Some of the best value is in places where people aren’t looking because there’s no competition to crowd you out.

No food=angry dude. EAT!
Thou shalt eat decently.
Have you ever been so hungry you snapped like an unstable psycho born in a padded shoebox? No? Maybe that’s just me. Anywho, remember to eat. Sometimes I get to typing something for hours on end and don’t even realize lunch has passed. Then I get in the car to go to my next meeting and my road rage kicks in earlier than usual and…Just remember to eat. Trust me.
Thou shalt use hotspots.
The internet is, hands down, your best friend. Don’t have immediate access to it whenever you need it? Kiss some cash goodbye.
Thou shalt turn off thy computer.
And not just to save battery, although that’s a plenty good reason. Mainly, you need to take your eyes off of glowing screens so you can recharge. Otherwise, you’ll wind up blind. With migraines. And a never-ending anime movie playing in your head.
Thou shalt take a day off.
Once a week is good. It doesn’t matter what day you take, but you need one. And try to work something mindless in at the end of each day if you can.
Thou shalt adapt.
The free lance business landscape is your terrain. That terrain can range from disgusting, dreadful dry heat to lush, fertile pastures frequented by cows with udders full of cash. Times can be good or bad. Go with the flow.
Thou shalt form relationships with mentors.
Mentors help you discover your strongest assets and guide you toward a better understanding along the way. They know more than you do, so listen to what they say. They’re also trustworthy, making for that much less dramatic nonsense in your life. And that’s good whether you free lance or not.
Thou shalt hold personal values.
I once tweeted a question to author Stan Slap during an interview: “Once a business sacrifices family and integrity, is it doomed and how long does it have?” His answer in a nutshell: “What type of organization are you running? At that point, you have to bribe, cheat and bully people into doing what you want.”Without personal values, you’re just picking up loose change. You may as well go back to organizational life, pick an organization that lacks purpose, and get healthcare benefits.
Thou shalt make lists.
Tons of them. They’re good for creative brainstorming, efficiency and inventory. Lists are your heroes. They’re not your friends though. When you have things to do on a sheet of paper… attack!
Thou shalt not work for free.
Sometimes, I trade favors with fellow free lancers. If I need a site designed and the designer needs copy, we trade skills and get our jobs done. But working for “exposure” or a “client pipeline”? Forget it. Life’s too short.No cash=no work. Period.
Thou shalt go outside.

‘Member this? Go see it some time!

If you didn’t take this lifestyle to escape the cubicle, then you didn’t take it for the right reason. And if you don’t go outside when you’re not stuck in a cubicle, you’re crazy. Besides, being cooped up in the house for both work and play will drive you nuts. And while some of the best free lancers I ever met are nuts, it’s not something I would prescribe as a recipe for success (hence it’s not on the list).
Thou shalt work out thy pricing.
This isn’t easy, but is required. Think about all the products and services you offer. Consider how much time they take. Consider all potential costs. Build in cost of sale, production and collection. And voila! You’ve got a price point. Adjust accordingly.
Thou shalt tune out thy haters.
It’s one thing to offer concern or constructive criticism. But if you encounter someone who shoots down your entire game plan no matter how you change it, tune them out. Naysayers tend to be scared.And you don’t have time for that. Which is why…
Thou shalt be fearless.
Nothing shall shake you. When monsters attack, you shall destroy them. Armed with laptop and cell phone, you will become the most hardened warrior on your block. Your enemies will tremble as you approach.Here’s the best book I know on overcoming fear.
Thou shalt not talk nonstop about business.
Blogging about blogging is “meta”, but it’s not the only thing to blog about. Get out of your industry a little bit and talk about something else. My favorite blogger Mr. James Altucher is really good about mixing up topics.
Thou shalt not complain about that you cannot change.
Rant. Rave. Editorialize. Offer opinions, even the crass ones. Bemoan the state of the industry… but no “me-focused” stuff. No nitpicking with clients. And definitely no complaining about getting beaten to the punch by a competitor.It’s a jungle out there. Complainers get eaten first.
Thou shalt innovate.
It’s long been said at this point that innovation is key to survival. Without consistent evolution, you’re doomed. Companies sometimes fail to innovate because of overly conservative cultures, lack of resources or too much emphasis on analytical thinking and not enough creative exercise.Free lancers, on the other hand, are individuals. If you don’t innovate, you don’t have a team to blame. Look around all you want, but you’re the only one there. The burden is on you to get out of the box.
Thou shalt have thick skin.
If your client doesn’t like something, your job is to listen to them, consider what they say, and right wrongs. By the time you are done with your successful free lance career, you will have been beaten out for jobs by competitors, berated by a few crazy clients and even called some rather filthy names.If you can’t take the heat, stay in the job pool.
Thou shalt treasure thy loved ones.
A tip that’s good for anyone, but especially for entrepreneurs and free lancers. Don’t get so caught up in everything that you wind up divorced. And if you have kids (I don’t, but I do have a really cute niece) set some time aside for them. They deserve it.
Thou shalt protect the bottom line.
I’ve said it before and I’ll say it again: It don’t mean a thing if it don’t go cha-ching. The true measurement of success for any business is sales. Focus, protect and measure your business in sales. If your margins are decent, your business will work.Speaking of which…
Thou shalt thin thy herd.
When you get to a certain point, you will realize that you have some leftover, old loyal clients from your starting days. Some of them are great clients who you will keep your whole career. Others will want great work out of you for basement bargain rates.The second group isn’t worth it. When you deserve more money, let the world know (nicely). Then start thinning out your client portfolio. Not everyone can afford you.
Thou shalt assess your ideal client.
Somewhere out there is the perfect prospect for you. And you should be trying to meet that person. The only way to strategically target the client that is right for you is to know who they are. Think in terms of size: Do you want an individual? Small business? Corporation? Then get down the details: industry, style, culture, price range, etc.Or rep a non-profit… if you don’t mind a pay cut.(Note: I encourage everyone to do a little bit of pro bono work. Sometimes I provide consulting to my buddy’s awesome non-profit theatre company. And I am interested in helping anything related to reading or writing.If you fall into that category, contact me at [email protected].)
Thou shalt focus on a niche.
You have your own unique selling proposition. And believe me, that selling proposition is not “I can do everything!” The only way to survive as a free lancer is to narrow your focus. Generally speaking, you won’t be able to arrow your focus without turning down work. This is where a lot of people get trapped. They continue to pick up jobs, often for less than market value, spread themselves too thin and lose any shot at real payoffs.Don’t take the bait. Turn down jobs to turn up your profits.
Thou shalt not overhype thyself.
Everywhere I turn nowadays I see another “expert” or “guru” peddling literature about the “ultimate super-fantastic, undefeated, unbeatable, heavyweight workshop that will totally get you a 300% increase in revenue and annihilate your competitors so badly they’ll beg for mercy.”And I’m the Queen of France.There’s nothing wrong with bragging about what you do in a quantitative manner. But don’t blow smoke. It’s bad for you.
Thou shalt write.
Or hire a writer. What’s written is law. If you don’t have good content writing, your business will suffer no matter what field you are in. If you need someone, I know a great company you could talk to…

Good luck, renegade,

Daniel J. Cohen
Owner and Lead Writer, RedShift Writers

Images: Marcus Vegas, Seth W., basykes, spSos.de, BlackBunkers, chexed, Rhys Asplundh, CC 2.0

Thanks for reading. Did I miss anything? List something you don’t agree with?

Hey, that’s OK. I follow commandment 26.

Speak your mind in the comments. Feel free to add your own commandments, too. In spite of the name, it’s a human-made list.

Blog Content Writers, Content Writing, Free Lance, Marketing

Sales- The Only True Business Measurement

Daniel J. Cohen February 4, 2013

Social media marketing has turned our business era into something unlike any other.

No, I’m not talking about engagement with customers, or viral marketing, or high speed Word of mouth advertising.

Rather, I’m talking about a not-so-good development that has happened to our marketing minds:

People have lost track of the bottom line.

If you want to stay in business, you have to make some of this.

Experimentation and innovation in your company are essential. So don’t get me wrong.

But what I’m talking about is focusing on aspects of the brand that have nothing to do with the main points of focus for an entrepreneur.
And I think the major disconnect is in how we measure success.
—

I have a Master’s Degree in PR. When I went through the program, I remember a class discussion in which we spoke at length about how to measure PR. This is a topic still spoken about at long length in the marketing blogosphere.

And rightfully so. When you’re a company putting hard-earned dollars into marketing and PR, you want to see returns. Finding the right way to measure those returns is the first step to tracking how you’re doing.

On one side, you have marketers who believe creating a positive context for sales and adding value to the business in the form of customer engagement and positive image should be counted. They see value in more than just dollar signs.

On the other side, you have ROI-driven, measuring tape-carrying oil company C-Suiters who believe ROI is the only value to measure by.
In the class discussion I had in my PR program, I was on the side of the first group. But as time has gone on, I have migrated toward the second group.

When you create marketing campaigns, departments, programs, etc., you are creating them as sales support. That’s it. If the material they create doesn’t assist in the sales process, they are not good marketing efforts.
There are a lot of ways you can demonstrate this process. For example, higher search volume is often more highly associated with sales for online products. And traditional advertising is known for creating higher search volume. If your campaign is sharp and well-timed, you should be able to show positive attribution between these factors and use them as KPIs.

But you will notice again that the key measurement of your business always comes back to the same factor:

Sales.

As an entrepreneur and business owner, the bottom line is how much cash you have on hand and whether or not you are bringing more money in at a higher and higher growth rate. That is the true measurement of success for a business. If you can bring in more and more resources while expending less and less, and you can stick to your core principles doing so, your business is a success.

(This guy, BTW, is a genius regarding the core values part of it).

The sales-focused philosophy is the one I have brought into my business. In the end, everything must contribute in some way to achieving a specific business goal that shows at least a strong correlation to sales. Unless you are one of the dynamic corporate monsters capable of simply riding advertising and a PR retainer at the top of the market forever, your business needs to bring in customers. As a business owner just like you, I understand that. If your product is well-made and has the margins it needs, then all you need to do is sell to have a successful business.
Since I have started telling potential clients this, my close rate has gone up. My customer satisfaction has gone up.

And business is moving along smoothly.

Start with sales. Everything in your business will move along much faster if you figure out how to get your products and services moving.

Want this kind of thinking for your marketing department? We’re the team for you. Give us a shout today so we can talk about how we can help contribute to your business at [email protected].

Image: emdot, CC 2.0

Blog, Marketing, Sales Marketing, Sales

What is the best time to publish a blog post?

You Will Not Read this Blog Post

50 Commandments for Renegade Free Lancers

Sales- The Only True Business Measurement

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Results

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