your-words-worth.com

But Does It Sound Right? Connect to Your Audience with Authentic Passion

Phila — Sat, 06 Mar 2010 18:14:16 +0000

Back in 6th grade English class, our teacher was Mrs. Callanan…a small round lady with a 100-megawatt personality and an utter dedication to the English language and its rules. She taught grammar like a science, with sentences diagrammed like chemical molecular structures.

And while I never did get the hang of chemistry, I loved the challenge of English as she taught it, with passion and precision and tough love for her wayward pupils.

But heaven help the struggling classmate who told Mrs. C., “I don’t know why it should be that way – it just sounds right!” That was the invitation for her to launch into her favorite lecture: “I don’t care how it sounds to you. You’ve been listening to your friends, to the television, to all kinds of things that have trained your ears. Whether it sounds right isn’t the question – do the rules say it is right?”

Most of the time, they didn’t. We learned, unforgettably, that proper English and colloquial English could be two very different things. And sadly, some of my classmates took away an abiding fear that they would never grasp the rules fully, that their conversational ear was not to be trusted.

So imagine the surprise I experienced when I shifted from journalism and technical writing into online copywriting, and I learned that the single best test was to read my work aloud and see whether it sounded right.

This wasn’t the place for formal, academic English in which no infinitive was split – it was a conversational venue in which contractions, exclamations, even sentence fragments were allowed if they carried the message forward. The important thing was to connect with the audience – to know their concerns, understand their feelings, speak their language.

Of course there’s more – much more – to professional copywriting than that…and there is a big difference between conversational and ungrammatical writing. However, the truth is that if you don’t begin by connecting with your readers, none of the rest matters; you’ve lost them. And this applies whether you’re writing a sales letter, a marketing article, or a blog post.

But how do you tell if your writing sounds right for your audience?

Start by picturing one person – your perfect prospect. Is it a man or a woman? Old or young? Homeowner, apartment dweller, or corporate traveler? What are his or her interests, talents, problems, worries? What does he or she long for, dream about? If he or she were standing right in front of you, asking you about your message, what would you say?

Got the picture? Now hold that image, and write to the person you’re envisioning as if you were speaking directly to him or her.

When you’re finished, don’t let the image go – instead, keep picturing your perfect prospect as you read aloud what you’ve just written. Does it sound stilted? Awkward? Insincere? Go back and revise. Keep revising until the written message flows as smoothly as if it were spoken from your heart.

But what if you – like some of my 6th grade classmates – are still channeling your inner Mrs. C., and paralyzed by the blank paper or screen in front of you? One solution – if your phone has a voice-recording function – is to put it to use. Speak your message to your imagined listener, record and transcribe it, then read it back to check for tone. As you practice this technique, you’ll find the words coming more easily.

Of course, there are those times when the message itself is difficult, the audience is challenging, you’re frozen with writer’s block, or you simply need another person to spark your creativity or edit your work. For times like those – or to place the job in professional hands – call Your Words’ Worth at 866-386-0648.

Will You Be Heard? Four Tell-Tale Signs of a Confusing Message

Phila — Tue, 02 Mar 2010 22:28:40 +0000

If you’re like me, you probably grit your teeth and groan inwardly when you hear a barrage of corporate-speak, loaded with cliches like “leveraging the synergy to take it to the next level” and other conglomerations of nebulousness. What is this person saying, anyway, you wonder, and what exactly is the point?

As the overinflated catchphrases roll sonorously past, you start to feel dazed, hypnotized… there’s probably a meaning hidden in there somewhere, you’re thinking, but it would take a year-long archaeology expedition to dig it out and dust it off.

Your eyelids get heavy…the speaker’s voice begins to fade…

Enough, already!

We’ve all lived through such Ambien presentations…and probably sworn to ourselves that we’ll never inflict anything like that on an audience! But fuzzy phrasing is a particularly insidious temptation that can show up even in ordinary conversations or everyday documents. You don’t need to flatten your listeners with sesquipidalian horrors to leave them wondering what on earth you just said.

The truth is, most people tend to start getting vague when they aren’t sure of their own meaning or message.

How can you tell when you’re obscuring your meaning?

The first red flag is your own feelings. If you ‘re unsure about your message, chances are that you’re going to fudge it. If you don’t really know your topic, you’ll be tempted to gloss. If you’re writing about a topic that has you in inner turmoil, unless you’re able to be clear about your own inner conflict, you’re probably going to try to blur your message.

If you somehow miss these inner warning signs, watch the way you’re writing. Your own lack of clarity will show up in little telltale ways that are practically guaranteed to leave your audience in a state of confusion.

Passive voice

An attempt was made at communicating….but nobody knows who made it! This little trick shows up most often in quasi-official settings like memos or reports. Perhaps writers feel they need to sound businesslike? Because the passive voice has no subject, however, it only succeeds in sounding as of someone, somewhere, doesn’t want to take responsibility for something.

Latinate language

This was the pet peeve of a wonderful writing teacher I once knew. He’d listen to a particularly inflated composition, then practically shoot steam from his ears as he shouted, “Latinate! Latinate! Use the good old Anglo-Saxon!” And he’d point out the differences – how Latinate nomenclature (word choice) obfuscates (hides) the signification (meaning) of the communication (message). While there’s nothing wrong with choosing words with sophistication and precision, regardless of their complexity, there’s a great deal wrong with choosing longer words purely for their impressive sound, or your own need to blur your meaning in a fog of verbosity. Remember that most people don’t read – they scan. The more complex your language is, the less your words will communicate.

Cliches

I’ll admit it – I can also succumb to this kind of verbal shorthand. Cliches are phrases that are so common in the popular language that they slip out almost unnoticed – and are essentially meaningless and usually barely heard. “Taking it to the next level” is one example that I’ve heard applied to everything from profit-making to personal growth to coupon-clipping. “Sooner than later” is a useful fudge when you don’t want to specify an exact time…when, exactly, is “later?” You get the idea…if the phrase slips out in one breath, without thought, it’s probably a cliche.

Euphemisms

We all use these – kind, less emotionally loaded terms like “passed away” for “died,” or “terminated” for “fired,” or “downsized” for “laid off.” But there are subtler forms, too… indirect words and phrases that neutralize meaning, distance the writer from the audience, suck out the soul from the message. People often use this type of circumlocution when they want to avoid taking responsibility or blaming anyone, resulting in statements like this: “my understanding of the deadlines required a decision, and we missed connecting as a result.” Direct meaning? “I skipped seeing you because I thought I had no time.”

So what’s the alternative – how can you communicate clearly?

Here are some simple pointers…

First of all, be clear about the message you want to convey. If you’re in conflict, or unfamiliar with the topic, work it through before you begin to write. Do your homework.
When you write, use active (not passive) voice in your sentences – make sure each sentence has a noun and a verb, a subject and a predicate. If an action was taken, make sure the reader knows who took it.
Use short, active, simple words that leave no doubt about their meaning.
Think for yourself, choose your own words – avoid cliches. Give your sentences a fresh meaning in your own voice, not the meaningless pop phrase of the moment.
Be kind, but clear. Own your actions and state facts without blame.

Finally, if you’re still struggling with your message, call us. With 25 collective years of experience in journalistic, technical, marketing, and organizational communications, Your Words’ Worth provides consulting, coaching, and creative services, including editing and ghostwriting.

Don’t fumble and fudge your message….call us at 866-386-0648.

Can You Digg It? Why Should You?

Phila — Sun, 22 Nov 2009 02:48:00 +0000

With all the attention that’s paid to increasing traffic to your website or blog, don’t forget the impact that social-bookmarking services like Digg, Technorati, Yahoo Buzz, and others can have on your number of visitors.

Why? Well, it’s not as simple as adding keywords to your site or paying for clicks on AdWords. Building traffic by using these services involves 1) providing valuable, relevant content and 2) being a good “Netizen” – citizen of the Internet.

If that sounds alarming, let me assure you – the rewards can easily pay off your effort!

So let’s start with a few questions.

Do you (like many people) follow the news primarily online?
Do you have certain issues, causes, or businesses you follow in the news?
Do you wish you could see more about your favorite topics, or more from writers who see the world as you do?

If you answered “yes” to all three questions, this is where you can enlist the help of Digg and the other social bookmarking services: Technorati, Delicious, Stumble, Reddit, Care2, Buzz, and more (see SocialMarker.com for a partial listing).

These services allow you to “bookmark” an article, blog post, YouTube video, or just about anything else as a sign of your agreement, enjoyment, or approval. This equates to a virtual vote for the item, a sign of your interest. As other people cast their votes along with yours, Google, Bing, Yahoo, etc., take notice, and – surprise – the item rises in the search engine rankings.

Not only that – it is rising twice over: first with the Digg posting, and also with its own URL (web address). So someone searching for information on that topic will see that page listed not once, but twice. If it has been bookmarked through other services, their listings may also show up individually.

Are you beginning to see the potential? If, for example, you’re worried about the number of articles contesting the reality of global warming, you can take action by bookmarking the best articles you can find that support the idea. You can do this in multiple services (Care2.com is particularly good for this purpose) and your votes will draw the attention of other social bookmarkers, who may add theirs. And – thanks to your combined efforts – those articles will rise in the search engine rankings, and attract yet more attention

You can bookmark blog posts, news articles, YouTube videos or just about anything else. Just look for widgets like the one at right, the Digg widget at the end of this post, or other widgets labeled “Share”. You can even bookmark websites, though that is not the best use of these services if the site content does not change frequently.

Can you bookmark your own website? Yes – but it’s not the best strategy; by and large, social bookmarkers don’t appreciate blatant commercial self-promotion. If you want to increase traffic to your website, the best way is through providing high-quality, relevant content in a marketing article or blog post, and providing a link to your website (click here for one example). Then bookmark the article or post just once per service, to submit it to the system.

There are three key rules of “Netiquette” to remember when you’re bookmarking your own content….

Digg unto others as you would have them Digg unto you – bookmark others’ work liberally so they will be more inclined to bookmark you. It’s a five-second process – clicking the widget, entering the title and a brief description, and executing your vote – and it’s warmly appreciated by the author.
A”Digger” who Diggs only his/her own content is quickly identified as a spammer. Submitting your content is OK – and your credibility in each bookmarking community rests on your also voting for others’ content.
Finally, trust the process. Provide a social bookmarking widget (or two, or three) to make it easy for your readers to bookmark your content. It’s OK to tell a few friends about your newly uploaded content and invite them to bookmark – but don’t attempt to game the system by telling all your employees to go online and bookmark your company blog’s latest post. Digg, etc., will quickly catch on and you will be penalized for fraud. If your content has value, it will rise on its own merits; if not – well, it won’t.

If you’re just too swamped with daily business to create relevant, high-value content that will win votes (and traffic, and higher search engine rankings), contact Your Words’ Worth for help. We can create one article or blog post, a series, or an ongoing stream for a week up to a year, as well as providing consulting, training, or strategic planning. services.

Selling High-Tech Products to Non-Technical Buyers

Phila — Sun, 18 Oct 2009 17:43:00 +0000

Penny-pinchers. Tightwads.Cost-cutters.

Not very attractive descriptions, are they? Rather reminiscent of Scrooge in an overcoat and muffler, counting up his fortune by candlelight, perhaps?

But these words take on a new, positive meaning when you’re talking about energy savings these days. It’s not just the “tightwads” who are setting their thermostats to lower temperatures and adding layers of clothes, or rolling low-wattage space heaters from room to room.

As Benjamin Franklin said, “A penny saved is a penny earned.” And negawatts – the energy not consumed, resulting in the dollars not spent – are the hottest new income stream. The question of the day is – how can I get the greatest value from the lowest energy expenditure?

Problem is – this is bordering on the territory of engineers, where jargon and technical specifications can confound the average consumer.

Are You Selling What Your Customers Want To Buy?

When you’re a green company targeting a shivering clientele – whether you’re selling pellet stoves, biobased insulation, or tankless water heaters – the key to your success is simple: How well are you communicating the benefits of your product?

Floor-walking sales staff have known for years – sell the benefits, don’t drone on about the specs. Educate customers through the buying process, making sure they have all the information they need to make a good decision.

But how do you translate this to online shopping? The concepts are very much the same.

How Will Your Product Make a Difference In Their Lives?

Most online shoppers don’t want to be immediately confronted with a long sales page that overwhelms them with industry jargon, long lists of features or specifications …or even technical terms. What’s a BTU? How does it relate to a watt? How do you figure BTUs per square foot? How (yes, really) do you figure the number of square feet to a room or home?

Sure, you’ll always get a few informed buyers who have done their homework and want to skip right away to compare product features. But for many consumers, the question is - how much value will this product give me for the money I’m putting out? And specifically – how fast will it pay for itself in energy savings? Compared to this, everything else is embellishment. They’re looking for the big picture, the concepts, not the details yet.

Answer The Important Questions First, Then Give The Details

So give the big picture first. Load your product page with the benefits – the practical impact on the buyer’s life – not features. If the product will keep them warm for pennies per day, say so! Describe its energy consumption with easy comparisons: for example, “hour for hour, equivalent to running a ceiling fan.” Communicate in ordinary, conversational terms…the language your customers speak.

List the features and specs? Of course – but not on the first page your prospect sees. Make them easily available, but not intiimidating. Think of the first questions your customers ask, and put those answers at the top: the product’s Energy Star rating, for example.

Make It Easy and Convenient

Don’t assume anything. Make the process as convenient as possible. Even if a consumer knows how to figure the number of square feet per room or watts per BTU, for example, you’ll win points if you provide a handy online calculator that will keep them from reaching for the pencil and paper.

Include customer ratings and reviews for the product, if possible, as well as text fields where new buyers can give their own feedback, and/or ask questions. Realize that most consumers shop around, visiting several websites before they settle on one vendor. Make it easy for them to come back to you with a bookmark or a wish-list email.

Be The Expert Resource They Can Trust

Most important: demonstrate that you understand their comparison shopping. Offer your visitors a free report listing, say, the 10 questions they need to ask to get the best product for their needs. Make it an incentive to opt into your email list, and be sure to check in with them a few days later, to offer further information or support if they need it.

The less you assume, the more you educate, the more your clients will trust you. Help them to understand the high value of your product with high-value content.

Greening in Grim Times

Phila — Mon, 31 Aug 2009 22:53:00 +0000

With the economy in upheaval, Congress visioning and re-visioning industry bailouts and abandoning clean-energy tax credits, the health care debate tug-of-warring this way and that, and the environment under continuing assault, it’s sometimes tempting to question – how much good can living green really do?

The luxuries of enviro-heedless daily American living surround us on all sides…high-tech petro-based cosmetics…sweatshop-manufactured designer clothing…toxin-emitting furniture, carpets, cabinets… mountaintops being exploded into rubble to keep our lights on and our computers running.

Even if you’re committed to a green lifestyle, the relentless din of this consumerist world view can get wearing. In the midst of a hectic day, does it really matter that much to the planet if you drive to the 7-11 to pick up a pack of Clorox wipes instead of cycling to the health food store for white vinegar to use with your reusable cloth towels?

But there’s a deeper question here – it’s not a matter of harshly enforcing green discipline. Somewhere over the last sixty years or so, our culture has lost the skills…and joy…and value…of living simply, lightly, in balance with the natural world.

I took my 86-year-old father to Baltimore’s Fair Trade coffeehouse and housewares shop, BlueHouse, awhile back. He browsed through the reclaimed-wood furniture, clay-based paints, flip-flop floor mats, recycled-metal utensils, and bamboo salad bowls with wonder.

As we sat with our cups of coffee, he told me, “This reminds me of what we used to do in the Depression, making everything count, not letting anything go to waste. Thing was, then we were all doing it in any way we could, to survive…here it’s big business.”

I thought of the way that experience shaped his adult life – planting a garden and putting up vegetables in the summer, repairing instead of buying new, sharing tools and odd jobs with neighbors, differentiating sharply between “want” and “need.”

And I’ve come back to his comment again and again as the economic and environmental situations get increasingly dicey.

For decades now, most Americans have not felt a need to look at the world in that way, the way of “waste not, want not.” Haven’t felt a need to rely on practical ingenuity to make or fix or grow or share what we and our neighbors have or need.

Thanks to a global economy, we’ve had the products of the world at our fingertips. We’ve known we can find a dozen brands of whatever we need off the shelf at the grocery or housewares or convenience stores, or at the mall. And if it breaks, popular wisdom says, “Throw it out and get a new one!”

Yes, gurus of green living and simplicity remind us of age-old, earth-friendly ways to live…but let’s face it, living green has been a choice, a counter-culture choice, always with the awareness that most of the population was doing it the easy, heedless way. Much as we may believe that the survival of the planet depends on our responsible choices, much as we buy with care and with an eye to the future, our immediate personal and family survival has not depended on our buying green.

More than that: we’ve had the option of buying wonderful, upscale, green alternative products. Not to denigrate these in any way! They set standards for environmentally responsible manufacturing at home and abroad, they reduce environmental exploitation, carbon and pollutant emissions, they support Fair Trade crafters in Third World cultures, they do (to borrow EBay’s phrase) a world of good.

And – that said – how many of them are designed for a boutique economy of high incomes and higher expectations? I am writing with caution here – many of my clients are just such entrepreneurs, offering just such products, banking on the affluence of their clients to drive those products to success. Passionately promoting their healthiness and durability to convince upscale non-green prospects to buy not just a product but a principle.

But while this has contributed to a greater green awareness in upscale circles, it’s also contributed to a popular impression that “green” means “trendy alternative” means “expensive” and “optional.” Things you purchase to demonstrate your care for the planet and concern for your and your family’s optimum health, not necessarily out of immediate need but as preventative medicine – “because you can.” In a market of endless options, they have become yet another option, another niche.

How many people within this niche, however, are greening for the same reason that drove my father’s generation – survival? Not just their personal physical survival, but for that of the planet and for the coming generations? And how many would feel impoverished if the endless product options now available suddenly…weren’t?

What we’re missing is the deeper cultural message – the message my father’s generation lived, one of saving and sharing and pulling together. Looking past the “alternative” aspect of green products to the deeper principles behind them. Building community spirit to pull everyone through the tough times.

This is the underlying meaning of greening. We talk about the triple bottom line of green business, valuing People, Planet and Profit…we practice it as part of our business model. And I believe that as global fortunes shift, it’s time to take it a step deeper. “Green” is not a niche of products or services, it’s a way of seeing the world.

This ripples out especially to less-privileged individuals and families – those who are using toxic mainstream products because they are cheap and easily available, not knowing that simple, old-fashioned, non-upscale, non-boutique green options exist. If cultural greening is ever to be accomplished, these are the people to reach – the ones who will tip the balance not necessarily for the market but for the larger goal: the planet.

It’s time to green our lives and expectations the old-fashioned way, by joyfully embracing earlier generations’ values and life skills of simplicity, sharing and community. Reclaiming the values of ingenuity and creative survival, connection and cohesiveness.

As Sheryl Crow sang, “It’s not having what you want, It’s wanting what you’ve got. ”

It’s time to redefine “Because we can” from a statement of entitlement to a statement of empowerment…and discover a whole new level of meaning for greening.

KudoSurf Me!

Attract Local Customers with an Online/Real-Time Strategy

Phila — Fri, 13 Mar 2009 15:55:00 +0000

On eBay, your customers can “shop victoriously.” On Amazon, Overstock, and the big-box e-commerce sites they can get deep discounts, wide selection, and never-leave-the-sofa gratification.

So how can you motivate local customers out of the house and through your door?

Actually, it’s not as hard as you might think. With just a bit of creative thinking, along with some info-marketing and social-networking strategy, you can combine the best features of online and real-time business to bring local customers over your threshold.

Here are just a couple of ideas for blending your online and real-time marketing tactics:

Combine online information marketing with real-time events to add value to your customers’ experience. For example, if you are a veterinarian, you might offer an e-course on recognizing common seasonal ailments, along with an in-office demonstration of ways to keep pets healthy during cold weather. For additional incentive, offer participants a discount on related on-site services.

Set up a website survey to learn about your customers’ most challenging problems. For example, if you are a beauty consultant, you could ask about their biggest winter skin challenge. Then set up a real-time, on-site talk answering their specific questions and offering a discount on related products. Have your talk digitally recorded or videotaped, and offer (or sell) it on your website as an information product.

If you offer more products in your real-time store than you’re able to list online, you can offer a special discount to website visitors who bring in an online coupon to your brick-and-mortar store. They’ll discover your on-site inventory, and you’ll learn more about their buying habits and needs.

If you’re combining your online and real-time campaigns, don’t forget to promote them in both venues. For example, info-marketing tactics offer valuable training to the public, and you can legitimately promote your presentations as educational events in local newspapers. Be sure to send out press releases.

Be sure, also, to include social-marketing options in your strategy. Using your blog and social networking platforms like FaceBook, you can promote both your online campaigns and your real-time, on-site events.

Last but not least, don’t forget to target local business-to-business traffic. If your Chamber of Commerce offers Member-to-Member discounts, match your offer to your customers’ known needs, promote it through the Chamber, and proudly link to the promotion on your website.

The One Budget Item You Can’t Afford to Cut

Phila — Fri, 12 Dec 2008 16:17:00 +0000

For those of us whose parents survived the Great Depression, the recent economic downturn may have stirred deep-rooted reflexes to scrimp and save: cut expenses to the barest minimum, DIY wherever possible.

The problem is – applying this mindset to a marketing budget can set off a long downward spiral of dwindling prospects, dwindling conversions, and ultimately dwindling profits. The “Depression mentality” simply doesn’t translate to a successful business.

Why? It doesn’t take an Arthur Miller to point out that in-person and online relationship marketing has overtaken the old Willie Loman-style product-based marketing that was measured by doorbells rung and shoeleather worn through.

It doesn’t take a Zig Ziglar to point out the value of networking through your local Chamber of Commerce, through professional groups, through service organizations. Getting your physical presence and your name in front of your target audience, investing in your community…and seeing them invest, in return, in your services.
And that’s just the beginning. When you move these same principles online, your influence can be magnified exponentially.

Your website is just the beginning of your online presence. It’s a platform from which you can demonstrate not just your products, not just your services, but something more important than either: your expertise. By providing interactive features and information products such as articles, special reports, e-books, e-courses and teleseminars on your website, you can…

• Position yourself as an expert by answering the questions they want to ask. Not just the simple questions about product specs or service logistics, but deeper questions about bigger issues: What is the difference in energy savings between a triple-pane and a double-pane window? How does acupuncture speed healing? Can I control basement flooding with landscape design?
• Educate your prospects by providing the information they need to make good purchasing decisions.
• Provide compelling reasons, within that information, for them to buy from you.

Bottom line: when businesses are scrambling for clients and sales, the deciding factor is usually not going be the specifics of what you do or sell. After all, how many other businesses offer variations on your product or service?

In the end, the deciding factor is how your prospective clients perceive your business. Is your business voice friendly? Does it tell them what they need to know and want to hear, in their terms? Does it focus on their needs and desires, rather than on what you want to tell them?

Your presence online and offline is your first step to creating a relationship with your prospective clients …and this is the make-or-break factor in marketing your business. In an unstable economy, the strength of your marketing is the strength of your business.

Make Your Website a Hard-Working Online Revenue Source

Phila — Fri, 31 Oct 2008 01:11:00 +0000

I can’t count the times a prospect has told me – “We’re planning to redo our website, and we want somebody who can actually write to do the content for us.” Then, a few minutes later, the person will add, rather awkwardly – “Of course, it’s never made us any money, but we think it’s important to keep it up there anyway.”

Ah, the website that simply sits there – the “brochure site” that’s listed on company business cards but rarely shows up on Google or makes a sale – it can be the biggest money-waster on a business budget!

Brochure sites are actually a relic of the days when business first noticed the Internet…the days when printed marketing collateral was still the Number One way for businesses to inform the public about their products and services. In those days, marketers didn’t realize there was any difference between printed and online media.

In fact, there are two major differences: time and competition.

A brochure is designed to be absorbed in “slow time” – it may sit on your desk for a few days, be picked up again, thrown in a drawer and emerge a month later. With plenty of time to work its spell, it can afford to be unusual, or perhaps self-consciously creative. It is interacting with you alone – unless you intentionally seek out similar companies, you are not distracted by competitors.

Visitors coming to your website, on the other hand, are usually searching for something specific, and know that a screen full of competitors is just a few keystrokes away. If your content does not capture needs to capture their interest within seconds, they will move on. And you will never know they were even there.

Clearly this online audience demands a whole new level of writing – focused, direct, with no frills or fluff. No flowery welcomes, no Home page rhapsodies about your company – there simply isn’t time!

So how do you create a site that actually brings an income? It’s a complex process, but this is the core:

First of all, before you even begin to design the site content, you need to define its purpose, exactly, and know your audience, intimately: Who do you want to come to your site, and why? What do you want them to find? Are you selling your services to new prospects? Offering details about your newest, hottest product? Providing maintenance to existing customers?

Second, once you have identified your audience and purpose, you need to layer your content, moving from fewest words to most words, least detail to greatest detail, big-picture benefits to in-depth specifications, all directly focused on your prospects’ needs.

With only a few seconds to convey this information, your headlines need to be short, simple, strong, and laser-targeted. For example, instead of “Welcome to the FairGreenMarket Website,” you’d want: “The Fair Green Market – Helping the Planet, the People, and Your Budget.”

Once you’ve captured your visitors with a strong headline, your home page body content has only one further purpose: to entice them to a detailed product or service page.

Again, it’s targeted benefits, not specs, that will get them there. For example, if you’re viewing the home page of a website offering baby products, for example, would you rather click on this option:

“The BabySafeXJ5 Monitor features a DCS-5300 Internet Camera Pan/Tilt 10/100TX with Built-In 20 – 20000 Hz/100 ohm Microphone and comes in Cotton Candy and Blueberry Crème”

Or this one?

“The ultra-sensitive BabySafeXJ5 Monitor lets you watch and listen to your baby when you’re not in the room”?

Once you’ve captured your visitors with practical benefits, you have plenty of time to give them all the details on a product or service page. They’ve already taken the initial steps toward buying based on your obvious knowledge of their needs and desires. From there, it’s a few clicks to the shopping cart and a sale!

ISO Green Business Teammates to Join Me in a Summer Excursion to the Frontiers of Web 2.0!

Phila — Tue, 10 Jun 2008 18:00:00 +0000

This summer, like last, I’m going to be spending a portion of my days in an Aussie-tinged excursion to the far frontiers of Web 2.0 – the wildly fertile land where the hottest, best-of-the-best-but-as-yet-undiscovered social marketing applications lurk.

And you’re invited to come with me!

The tour is led by The Thirty-Day Challenge, a well-established online training program by Ed Dale and Dan Raines of The Immediate Edge.

While running the program free of charge, Ed and Dan are leading a cohort of thousands in an online marketer’s dream continuing-ed setup: not just the tools and principles of integrated social marketing a la 2008, but also techniques and basic skills like blogging, micro-blogging, affiliate marketing, small-business marketing, and much more.

The TDC is a free e-intensive (and I DO mean intensive) training in cutting-edge Internet marketing techniques. Ed and Dan have been doing this for at least four years now, and it’s been getting bigger all the time – it’s a truly global training, offering a chance to connect with entrepreneurs around the world and learn the very latest tools.

Last year we learned about blogging platforms, Stumble, GoogleTrends (and mutations thereof), Twitter, Second Life, etc., etc. This year’s pre-season training is starting with an introduction to the new web browser called Flock…you’ve GOT to check out the Eco-edition of the Flock Browser (http://browser.flock.com/eco). Powerful marketing tools and solid social-networking information, all at the very leading edge of the technology.

Oh, and the goal? To earn $10…that’s right, just a ten-spot. No promises of multimillions by the end of the year, no promises of tens of thousands by the end of the month (though a couple of people have done this). It’s a credibility measure — how many scammers are going to sell you a program with that kind of return for your $0 investment? — and really, knowledge and skills are the prizes in this game.

What does this have to do with you? Well, aside from wholeheartedly recommending the program on its own merits based on my participation last year…last year’s stats demonstrated that it’s most successful when participants are applying it to their own existing businesses. And it’s a lot more fun (and more effective) to go through it as part of a team.

I’ve got this wild vision of a team of green business owners going through…can you imagine the impact we could have together?

So – does anyone want to get in on this with me? Click here to check it out, and email me at phila@your-words-worth.com if you’d like to be on my team!

KudoSurf Me!

What’s Driving Consumers This Year?

Phila — Tue, 15 Apr 2008 00:10:00 +0000

If it seems to you that the social gaps are widening…between the health-conscious and the, well, not-so health conscious…between Americans pursuing luxury and those pursuing simplicity…between ultra-driven aficionados of caffeine drinks and 24/7 connectivity and slower-paced folks opting for quality of life…well, the Natural Marketing Institute has news for you.

You’re right.

The Institute, which is the driving force behind the green marketing resource site LOHAS.com, has announced the top trends for 2008. The most notable movement is toward a growing polarization in America…or as NMI puts it, a “dual society” spanning issues of health, wellness and sustainability.

Perhaps you’ve been noticing this is the news headlines and commercials lately… as for example, while celebrity doctors warn of the dangers of obesity, “fat-ism” is called the new racism and fast-food ads praise the satisfaction of finally feeling full. So which way are we going, America — to the gym or the greasy-spoon?….Or both?

NMI describes the paradox in terms of trends and counter-trends – equal movements in opposite directions. For example, both The WELL BEINGS and the EAT, DRINK & BE MERRYS represent 25% of the American population. While the “Well Beings” are a “very integrated and healthy group comprised of values-based consumers,” their counterparts, the “Eat, Drink and Be Merrys” are described as “the least concerned, least health active and least involved consumers.”

In case you haven’t seen the trends yet, I’ve reposted the article below. For similar articles on green marketing, check out the LOHAS site…it’s a terrific resource.

NMI Reveals its Top Trends for 2008

The concept of a ‘dual society’ is the overarching theme across health, wellness and sustainability in 2008

Natural Marketing Institute (NMI) is pleased to present our annual trends. These trends are the result of various NMI research sources including the Health & Wellness Trends Database™ (HWTD), the LOHAS Consumer Trends Database™ (LCTD), the Evolution of Personal Care Database™ (EPC), Healthy Aging/Boomer Database™, and Immerzions™ as well as analysis of current activities in the marketplace. NMI databases, now including 10 years of data across 500,000+ U.S. consumers, provide comprehensive information across more than 150 product categories.

NMI’s Top Trends ? and Countertrends ? for 2008

1. The Dual Society
The concept of a unified America has given way to bifurcation across many aspects of society including income, education, religious values, the environment, politics and even a stratification across health behaviors and attitudes, as the healthiest and the least healthy segments continue polarization.
Countertrend
Technology continues to be the great societal equalizer, exemplified by Web 2.0 initiatives and the growth of social and business networks. The desire for unification and connectivity appears to be at the core of this movement, manifesting itself in social collaborations of all kinds including facebook, Linked In, Family Post and Ancestry.com.

2. Generation Zzzzz
Generation Z represents an over-stimulated and burned-out generation, aged 25-45 subsisting on less than 7 hours sleep per night, surviving on caffeine-packed energy drinks and sleeping pills. The health implications of this behavior are just becoming known and include an increase in domestic violence, traffic accidents, obesity and stress among others.
Countertrend
In contrast to Gen Z are those seeking sleep alternatives through alternative medicine, meditation, a reduced schedule and a simplified lifestyle.

3. Stop, I want off!
The overabundance of technology, busier lifestyles, dual working families and instant gratification is driving many to “opt out” of the current consumer culture. From scaling back work hours to a renewed focus on “quality versus quantity” and even a rejection of technology, the consumer backlash reflects a growing recognition of the true “price tag” for such lifestyles.
Countertrend
While many are rejecting conspicuous consumption, the other end of the spectrum continues to embrace luxury, premiumization and 24/7 connectivity.

4. Dr. Me
Dr. Me reflects independent attitudes relating to healthcare decisions as more consumers research their own symptoms, diagnose their own illnesses and administer their own cures. Driven in part by dissatisfaction with healthcare, direct-to-consumer Rx advertising and access to online health portals, consumers are finding new, non-traditional ways to manage their health, including consumer directed healthcare plans, alternative medicine, preventative DNA testing and more.
Countertrend
Juxtaposed with Dr. Me health attitudes resides an epidemic healthcare crisis with increasing rates of obesity, diabetes and heart disease.

5. The Culture of Sustainability
It’s not a matter of whether we will run out of natural resources – it’s a matter of when. Sustainability will become the most significant social movement of our time. It will permeate every aspect of consumers’ lifestyles, business infrastructures and other societal constituencies.
Countertrend
Consumers are overwhelmed with many sustainability initiatives with significant “green washing” fall-out expected as consumers learn to discern its true meaning (and impact).

6. Golden Opportunities
The aging population is experiencing an unprecedented level of autonomy, choice and lifestyle participation. With those living past 80 the fastest growing demographic group, the idea of the ‘Golden Years’ is undergoing a radical transformation. From the workplace, to community, to caregiving, the implications are far reaching yet opportunistic.
Countertrend
Issues of loss of independence, control and even financial resources represent profound social consequences for seniors, caregivers, government and society.

7. The New Immunity
A rise in allergies and weakened immune systems is believed by many to be the result of toxic home and work environments, as well as a food supply manipulated by additives, genetic modification, antibiotics, hormones and herbicides. These concerns are driving a growth industry in non-toxic home and building materials, air purification systems, organic foods and allergy-free alternatives.
Countertrend
The lifestyle habits of many adults and children continue to decline in sharp contrast to the New Immunity awareness. NMI’s health attitude segment, EAT, DRINK AND BE MERRYS™ demonstrates the lowest awareness or interest in food ingredients, additives, environmental factors and their health impact.

8. Giving is the new Taking
Volunteerism, activism and participation in the non-profit sector are growing rapidly as consumers discover the emotional rewards of giving, rather than taking. To meet the challenge, corporations are engaging in CSR 2.0 in order to maintain brand allegiance, retain their workforce, and manage their stakeholders, among other activities.
Countertrend
Premiumization, the height of New Luxury, continues to evolve in strong contrast to a more values based, philanthropic culture. At times, premium brands are even co-opting ‘green values.’

Look for more information and implications of these trends to be presented by NMI at industry events throughout 2008 and in the upcoming Health & Wellness Trends Report (to be published in April 2008).

NMI is an international strategic consulting, market research, and business development company specializing in the health, wellness, and sustainable marketplace. Since 1990, NMI has provided unparalleled insight to hundreds of clients around the world. For more information on NMI’s proprietary research tools, customized research services, and insightful market reports, visit NMI’s web site at www.NMIsolutions.com