« November 2007 | Main | June 2009 »
February 19, 2009
Twitterable? What To Twitter About
A great deal of your success on Twitter is based on what you choose to Twitter about.
We covered this a bit in last week's article, but it's worth reconsidering and going deeper.
The key is to recognize that every follower you have on Twitter is earned, and that every post you write has the potential to attract more followers or to drive off the ones you already have.
No stress...
First some don'ts:
- In last week's article we stressed the importance of NOT filling your Twitter feed with totally personal items that nobody cares about. Don't greet the world when you get up, tell them what you had for breakfast, or when you're going to bed. Unless you're a celebrity, who people actually get paid for taking pictures of you doing those things, twittering on those subjects will just push people away.
- Don't do inside jokes that only a few people will understand.
- Don't complain about the world. Nobody likes whiners in real life, and they certainly aren't going to continually follow you if you do it online.
- Don't use it as a place for spouting off on whatever subject is on your mind at the moment. Think, then write.
- Unless your audience is following you because of your religious or political views, you generally should stay away from those subjects. Sorry, I know. You'll never believe how hard it was for me to not hit the enter key after writing some amazing posts during the recent US election...
Now some do's:
Posted at 01:34 PM
How To Annoy Your Customers
I sometimes wear ties. Mind you, I'm dragged kicking and screaming into the ancient and abominable art of male torture through neck binding, but I still occasionally put one on. And I get bored with them, so I'm always on the lookout for good looking ones.
So when I saw a Facebook ad offering Four Quality Ties for $1, they got my click.
(Notice that they specifically say "No hidden fees!" in the ad.)
By doing so I got wrapped up into one of the best examples of how to deceive and annoy your customers that I've seen in weeks.
The landing page seems well designed with a photo at the top, 18 ties that you can select, an order form on the bottom left and testimonials on the bottom right. The bottom of the page even has a guarantee and trust-type seals.
No mention of shipping charges, no mention of any other obligations. It appears on the surface to be a program designed to allow customers the ability to buy a sample of their wares at an inexpensive price.
It looked good, I was about to reward good marketing with my order. I was about ready to start choosing ties, when I noticed that you are required to check a box stating that you have read and agreed to their terms & conditions. I click that box, and the real deal is reveled:
Posted at 12:50 PM
February 12, 2009
Using Twitter To Gain Publicity
Are you actively using http://www.twitter.com to build your business?
If you're not, you're probably making a huge mistake.
Twitter, in case you're not aware, is a service where people post up to 140 character updates on topics of interest to them. Those updates go out to the people who have chosen to "follow" them.
In essence, Twitter is a place where you build an audience of people who have similar interests to yours, then communicate quickly and efficiently with them.
It's taking the world by storm, growing at phenomenal rates, and more importantly, becoming a key communications element in the lives of many.
I have to admit, when I first looked at Twitter, I didn't get it. I saw a bunch of people there cheerfully announcing that they were going to eat lunch, that they were having a great day, and that they had just broken up with their boyfriends. There was no way I was going to join any service that helped me to more efficiently waste time, even if it didn't cost me anything.
But my attitude, and the world of Twitter has now totally changed.
Posted at 10:12 AM
What is meant by the terms boilerplate language and Safe Harbor Statement in a media release?
Boilerplate language:
Boilerplate language is a media release refers to what is traditionally the final paragraph of the release, which provides generic information about the company. It usually tells whether the company is publicly or privately traded, its stock ticker, where it's based, the brands it owns, what it does, etc. Basically, it's a piece of copy that is designed to communicate the basics about the company that gets routinely pasted on the end of each media release.
Consequently, it's usually the first thing that gets cut if the release gets run, but that's a totally different discussion.
Here's a sample of boilerplate language from a recent AT&T release:
About AT&T
AT&T Inc. (NYSE:T) is a premier communications holding company. Its subsidiaries and affiliates, AT&T operating companies, are the providers of AT&T services in the United States and around the world. Among their offerings are the world's most advanced IP-based business communications services, the nation's fastest 3G network and the best wireless coverage worldwide, and the nation's leading high speed Internet access and voice services. In domestic markets, AT&T is known for the directory publishing and advertising sales leadership of its Yellow Pages and YELLOWPAGES.COM organizations, and the AT&T brand is licensed to innovators in such fields as communications equipment. As part of their three-screen integration strategy, AT&T operating companies are expanding their TV entertainment offerings. In 2008, AT&T again ranked No. 1 in the telecommunications industry on FORTUNE® magazine's lists of the World's Most Admired Companies and America's Most Admired Companies. Additional information about AT&T Inc. and the products and services provided by AT&T subsidiaries and affiliates is available at http://www.att.com.
Safe Harbor Statement:
Posted at 10:07 AM
February 03, 2009
How To Profit From Obama’s Economic Stimulus Program
It seems you can’t turn anywhere today without bumping into talk of economic stimulus. Whether you’ll be entitled to some of that money or not, you can use it to build your business.
How? Through using it to get more PR!
Here are some story pitches that astute marketers like you can use the economic stimulus talk and Obama’s new Presidency to build your publicity:
- Right now, before it’s set in stone, pitch a story about how the plan will affect your business. That pitch could show how you would benefit from it, how you wouldn’t, how you should get it, or even how it will be a waste of money in your industry.
- Pitch your corporate environmental policies and improvements. Tell reporters about the changes you’ve made and how they will affect your bottom line. Show how they will increase employment, and how they will impact the environment, especially if those changes cut greenhouse emissions. Remember that those emission reductions don’t necessarily have to come from you, they can come from suppliers, customers, or even from the eventual disposal of the product. The extra work to calculate those numbers will be worthwhile, because they will likely be a lead element to your story.
- Pitch any new U.S. employment initiative you participate in, even if those initiatives just preserve a job that might otherwise be lost to foreign workers. Again, remember, those initiatives don’t have to be just within your company. If you order a new machine that replaces one on your shop floor, you may not add a job, but the manufacturer of that machine may, and there’s a story there! Clearly communicate the number of new jobs, or the number of jobs preserved in your pitch, don’t leave it up to the reporter to do the calculations. And don’t be afraid to make estimates and assume that the money you’re spending won’t trickle down to others in the economy - the government accounting offices are!
Posted at 03:10 PM
