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I hope you find my writing and business tips and observations useful. My business and blog are dedicated to helping businesses communicate clearly and reach their potential. Read, subscribe to my newsletter, enjoy!Tash

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What is a niche?

Published 7 May, 2011 | By TashWord

Have you ever actually thought about what a niche really is? Can you give me a simple definition of a niche?

I’m tempted to write no more until I have some answers, but I won’t prolong it 🙂

I recently read a blog post  that includes a section on marketing to a demographic rather than a niche and I found it really interesting. A demographic is group of similar people whereas a niche is a group of people with a similar problem – parts of a demographic may be more likely to have a problem but not everyone in a demographic will.

Not convinced? Think about all parents who run a business (demographic) – do they all need to find childcare to enable them to work? Of course not as some have teen or adult children, some have a partner who cares for the children and some have a business that can cater for the children. Do they all have to do things on the cheap because they have no money? Definitely not as many self-employed parents run very successful and profitable businesses. Do they all need a professional writer to help them with their website copy or blogging? Afraid not as some are excellent writers themselves, some don’t have or want a website/blog and others get family or friends to help.

That simply, there are three niches within the demographic of parents with a business. Marketing a niche is easier and more effective so who are you targeting? Do they share a problem you are offering to solve?

Posted in business info & tools, marketing | Tagged , , , | Leave a comment

Adding the basics around your blog content

Published 5 May, 2011 | By TashWord

Last week I asked what features do we expect to find in a blog, beside the actual content. So this week I will answer the question 🙂

I think there are many features but using them all creates a cluttered look that can overpower the content so it is worth deciding which features best suit your needs and your readers. However, here are some of the basic features that I think are important and pretty much form the base level of reader expectations:

  • an about us page (regardless of what you actually call it) gives background information that can be really important and interesting. For example, it tells me if you are an expert or an enthusiast and whether you provide a service/product related to your topic
  • a search function is handy either because I only want to read certain information or because I want to reread something I read previously
  • previous posts gives me a better idea of what the blog covers – and confirms that there are actually other posts available (not so obvious in the essay-style posts I mentioned last week!)
  • a list of categories is something I find very useful in blogs I visit – it lets me read about topics I am particularly interested in rather than wading through posts on other topics. This is especially important in a blog with a broad appeal – for example, a blog on business may have categories of marketing, accounts and sales techniques which I could ignore if I just wanted their time saving tips
  • many blogs include a blog roll so therefore many people expect to see  one and I’m adding it to this list although I personally don’t pay much attention to blogrolls when I visit blogs

While perhaps not a basic, some form of subscription notice is also a common and useful tool to offer on your blog – make it easier for people to keep up to date with your blog and you are likely to have more loyal readers. You have various options – a RSS feed, email notifications or a newlsetter susbcription are probably the most common and obvious.

Are any of these features you find more important when visiting a blog? Any that you have chosen not to use on your blog for some reason? Why?

Posted in blogging | Tagged , , , , , | 1 Comment

Influencing search engine results

Published 3 May, 2011 | By TashWord

Having a website is of little business value unless it is getting seen by people, and preferably the type of people will buy your goods or service.

The March survey of small businesses showed that about two-thirds believe search engines is the key means of finding new customers. Now that may be more or less applicable in your industry or in Australia vs the USA (the survey was in the USA only), but search engines do account for a reasonable amount of website traffic.

Which means that making your website as attractive as possible to search engines is important. You can pay SEO (search engine optimisation is the term for making your site perform better in search engine formulae) or marketing companies to improve your site rankings, but there are also things you can do quite simply. In fact, I’d say some of the simple tasks should be done even if you are paying someone else to help you with SEO.

Here is a quick list of the easy SEO tasks you can do to increase your chances of being found in relevant searches:

  • meaning of SEOuse relevant keywords in your web and blog content
  • provide quality and relevant content on your site – a blog is excellent for this
  • aim your web and blog content at humans – search engines are getting more sophisticated at picking out fake pages of keywords
  • make your content web friendly – search engines read headings, too so make use of them
  • add links to relevant information (on your site and elsewhere)
  • encourage links to your site as much as possible without getting into link farms or spam
  • ensure your web pages and blog posts have relevant meta data (background information about the page) – which means it shouldn’t the same for every page
  • update your site and blog as often as you can to keep it fresh and give people a reason to come back for more – fresh content and visitors both help your search engine rankings

Posted in marketing, web content | Tagged , , , , , , , | 8 Comments

encouraging links to your blog

Published 1 May, 2011 | By TashWord

On the assumption you want people to visit and read your blog, it is a good idea to get people to link to it.

Incoming links obviously lets more people see your blog exists and is also good for your SEO (search engine optimisation – in other words, getting search engines to list you high in their results).

I think the single step that is most effective in getting links is quality content – no one will link to your blog if you don’t provide useful or entertaining information. Regular additions to your blog will help bring people back, too, and repeat visitors are more likely to link to you.

Having said that, here are some more specific tips to increasing the number of links to your blog…

  • link to other blogs – only some will reciprocate but it is polite and shows you are part of the blogging community. People seeing your comments may lead to visitors to your blog  or someone else linking to you
  • write something controversial or outrageous (but stay within your brand and identity or it’s all for nothing!) and ideally back it up with your reasons
  • summarise complex issues relating to your topic to help people understand what’s going on
  • disagree (nicely) with someone or a ‘well known fact’ in your industry
  • participate in something unusual and interesting – it could be a treasure hunt across the web, running a competition, blog action day or a local event
  • join in or run a blog carnival
  • offer something valuable to readers – an eBook, a theme, plugin, a sample, etc – that they will be willing to tell others about
  • write something very funny – people love sharing jokes!
  • report on something new – if it is based on research or observations only you have access to, even better
  • be the first to review/announce/do something
  • stay topical – for example, post information relevant to an upcoming event, discuss a news item in relation to your industry or give ideas for the current season
  • get involved in guest blogging – either posting elsewhere or inviting people to post in your blog
  • come up with your own terminology for something – sometimes phrases just stick but people like to read how it originated

It is also important to make your blog and posts appealing so remember the usual things like paragraphs, good spelling and grammar, using pictures as appropriate or for interest, use white space and avoid clutter.

The last tip is to actually ask for other blogs to link to you – but managing that is probably worth a post on its own!

Posted in blogging, business info & tools | Tagged , , , , | 2 Comments

Product Disclosure Statements – what are they?

Published 29 April, 2011 | By TashWord

Do you know what a product disclosure statement (PDS) is?

Many people now use them, and various companies refer to them in their advertising, but from personal conversations about things I write, I know many people don’t know what the term means.

A PDS is simply a document listing the key features of financial products are described; it is the little booklet you got about your savings account, insurance policy, super account and so on. Basic topics covered by a PDS include fees, options, inclusions and joining/buying the product.

There are variations between industrires and companies but generally the company has to make a PDS available before you buy their product – they can’t make you read it obviously but they must have allowed you that opporutnity.

A PDS is a point of reference when deciding between products and when you need to know something later (eg does my house insurance cover rising water or just floods?) Many PDSs are long and may not be visually appealing, but they are worth holding onto.

Posted in bit off track, business info & tools | Tagged , , , , , , , , , | 2 Comments

Making your blog easy to use

Published 28 April, 2011 | By TashWord

Doing some research this week, I’ve been to a large number of blogs but one in particular stood out and inspired a post from me 🙂 This blog has extremely long posts (even longer than those yellow-backed-sales letter-web pages!) which require a lot of scrolling – the home page is just one post! There is nothing else – no about us page, no list of previous posts or categories, not contact details.

Blogs simple structureI found it very frustrating (as I wanted to find some specific answers like what the blog was about without reading multiple essays!) It was also very strange to not see any of the common elements we’re used to for navigating a blog.

So it raises the question – what do you expect to find in the structure of a blog?

Posted in blogging, Business Communications | Tagged , , , , , | 1 Comment

Avoiding writer’s block…

Published 26 April, 2011 | By TashWord

Blocked door in a wallHave you had that sinking feeling of not being able to write when you need to?  Time seems to tick by so slowly… but yet the deadline approaches so quickly.

A few weeks ago I gave some ideas on overcoming writer’s block but the ideal is obviously to avoid it rather than deal with it. The following steps can be taken whenever you have the chance to reduce the odds of reaching that situation again. I won’t say you will never face writer’s block again because sometimes it is just too hard to get motivated despite any preparation, but you can reduce the frequency of it!

Here are my ideas for avoiding writer’s block, but I’d love to hear your ideas as well in the comments below…

  1. keep a list of writing ideas so when you have time to write (for a blog, newsletter, articles, etc) you don’t have to waste time thinking of topics as well
  2. if you know you need to write a report, jot down notes as you think of them. For example, every time I write major news items for a particular client, I copy it into a document that will form the basis of their annual report in July. Having those topics already in place makes the annual report much easier to deal with.
  3. set specific times for writing so you know there is a deadline and you don’t have time to sit and worry. Make a separate specific time for editing and rewriting so your writing time is exactly that – writing time.
  4. try making a regular time to write. If you don’t consistently have things you need to write you could still use this time – rewrite web content, write parts of reports you know are coming up, write some standard email/letter responses for customers and so on. Being in the habit of writing at a certain time will make it easier to write when you have to.
  5. know your limitations, and do something about them before crunch time. That could be learning some writing skills (such as reading through my blog once a week), starting bigger projects ahead of time if you can’t write for hours at a time, or researching a writer/editor to help you.
  6. look after yourself leading up to your writing project – get a good night’s sleep, drink plenty of water, grab some fresh air and exercise, and so on. Being run down and uncomfortable within yourself won’t help you write efficiently or effectively

What else have you done to avoid being unable to write when it’s important?

Posted in business info & tools, writing | Tagged , , , | Leave a comment

Lest We Forget

Published 25 April, 2011 | By TashWord

They shall grow not old, as we that are left grow old:
Age shall not weary them, nor the years condemn
At the going down of the sun and in the morning
We will remember them.

I attended an Anzac Day service last weekend and it was very moving. It was also very interesting to learn more about the Lone Pine story and how it became such an important part of Australian folklore. The service was held beneath a Pine Tree seeded from the original Lone Pine (which was destroyed in thebattles in 1915); a seedling from the Melbourne tree was also planted so that the Lone Pine can always be represented in that park as part of our gratitude to those young men and women who fought for our way of life.

Doyou have a place near you that signifies history and remembrance?

Lest we forget.

Posted in bit off track | Tagged , , , , | Leave a comment

Guest blog or promotional article?

Published 23 April, 2011 | By TashWord

Recently I was asked if there is any difference between a promotional article and a guest blog post.

The short answer is definitely 🙂

Here’s the longer answer! A promotional article is 500 – 600 words of information that you make available for people to use on websites and in newsletters. At the end of the article is your bio which is how you get promotion by letting people use your article.

A guest blog post is a blog post you write for someone else’s blog. The length will vary depending on the blog and topic involved but is probably 300 – 500 words long. You may have a bio at the end of the post, a bio elsewhere on the blog or simply a link from the author line. Generally, the blog post is not duplicated anywhere else.

So the promotional article will potentially be used in many places while a guest blog post is generally used once. Guest blog posts give you exposure almost exclusively though blogs (ie attracts people who read blogs to read your blog) whereas promotional articles get broader exposure and don’t require you to have a website, blog or newsletter.

Which do you prefer to write and use?

Posted in writing | Tagged , , , | 2 Comments

Images in email marketing

Published 21 April, 2011 | By TashWord

A picture says a thousand words.

It’s true that a picture can convey a message very quickly and sometimes better than words, and can make any document more appealing. However, you need to be careful relying on images in your marketing.

Before making an image the central part of any email message, remember the following:

  • many people (I’d guess the majority, in fact) have images turned off so they won’t see the image by default. If your email relies on that image, your email is not going to work very well.
    Yes, sometimes people will accept images and then be able to see your message but I rarely do that if the image is pretty much the entire message as I want to know what it’s about before lowering my security – and I guess I’m not alone in that.
  • including a number of images, even if they aren’t the key message, can lead to a poor presentation of your email if images are turned off – not only are there lots of red crosses on view, but it may distort the layout of text, too
  • people have different perceptions and ideas, and some see a half empty glass so think carefully about about how your image may be seen. It’s not so bad if a supporting picture is misinterpreted as if it is a key part of your message
  • including many and/or large graphics makes your email much larger which may mean higher costs for you and again may limit it’s acceptance by all email servers
  • text in graphics and images themselves won’t help your search engine efforts (for emails online as well as sent out) although it does hide words from spam filters. Technology may be changing this but for now it still matters!

So what do you think when you receive an email that is based entirely or predominantly on graphics? Are they as effective in getting your interest as text based emails?

And don’t forget to support your email marketing, too.

Posted in business info & tools, marketing | Tagged , , , , | 2 Comments
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