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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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Building trust

One of the reasons I give for writing promotional articles and blog posts is build trust in the community and your (potential) clients. By sharing relevant information, people can trust your expertise and learn about your personality and integrity.

In the current global situation, building trust may be even more important.

The Edelman Trust Barometer for Australia is a survey of consumers and how they feel about various institutions. In February this year, they noted a huge 74% decline in trust for business – only 34% of respondents trust a business to do what is right in a specific situation.

What is critical to learn from this survey is the following:

  • 87% of Australians will  not buy from a company they don’t trust
  • 64% of Australians will pay extra to use a company they do trust
  • Australians prefer Australian-owned companies to foreign owned companies as a general rule (obviously that changes in specific situations if the Australian company isn’t trusted)
  • corporate advertising is trusted by only 6% of Australians – and corporate websites by only 13%

Some other interesting notes:

  • people between 25 and 34 years are twice as likely to share experiences of a company than older respondents
  • treating employees well is important – even more important than an environmental commitment – in building trust

As for the survey, it was based on “4,475 upper-income, highly-educated people in 20 countries, including 1,375 in Asia-Pacific countries.”

Blogging for promotions

Thanks to some external limitations, I found some time to catch up on some blog reading this morning.

Let me start by saying I do believe in blogs as a promotional tool in business – they are a great way to keep a site fresh, to build a relationship with clients and build your credibility. Yes, there are many social media choices now but I don’t think they are replacing blogs. Personally, I learn more from reading a good blog post than a tweet for instance!

A blog on your domain is going to give more SEO advantages than other social media options, too.

Des Walsh blogged about some survey results about blogs and business. He wrote “Companies with 10 or fewer employees are 30% more likely to use social media for public relations, branding and understanding customers. And they are twice as likely as large companies to use social media for lead generation.”

It certainly didn’t surprise me that small businesses use more social media than large ones – there is the obvious budget differences meaning small business owners need to find more affordable ways to interact with potential customers. I also think that many small businesses do well because they provide a personal service (no account managers or moving customers between departments, and a stronger sense of ownership) and social media depends on the personal side of a business.

If you are a sole trader, the approval process is easy; if you work in a large company, especially if it is heavily regulated, the effort of getting blog posts, tweets and so on approved can be huge – and the time involved takes away form the immediate nature of social media anyway.

From the blogs you read, would you agree that small businesses use more social media than their bigger counterparts?

Bye buying!

I was alerted to this trio of words by my daughter, although it is generally just the first two versions that get used incorrecctly. First, here are the words in question:

Buy: to purchase something
I am going to buy a new laptop this week.

Bye: a farewell, shortened from goodbye. (Originally written as ‘bye to show it is an abbreviation, it is generally written as bye now)
They said bye to everyone outside then left the party.

by: to be beside , close to or in support of; within a time frame; in an opinion or according to
The mother kept her child by her side in the park.
I need to finish this by Friday
It’s not a complete definition by a long way.

The prefix bi also sounds the same, but is used as the start of other words (e.g. bicycle, bicentenary, bifocals, binary).

 If none of the above helps you remember the difference, rember the u in buy matches the u in purchase.

P.S. I explained the past tense of buy (bought) as a Monday Meaning last year.

End of financial year

It’s getting very close to 30 June, but there’s still time to prepare your finances for it. Some things I have been thinking about (and doing in some instances) are

  • to get a tax deduction as a self -employed person, you need to make a personal contribution and submit a Deduction for personal super contributions form to your Fund
  • the super co-contribution only applies if you make a personal contribution by 30 June (and meet certain criteria like income levels)
  • the small business 50% tax break has been legislated, but it doesn’t run out til Dec 2009 so purchases don’t have to be made this week
  • individual tax rates are reducing from 1 July so increasing your deductions this year may decrease your tax more than making the same deductions next year
  • sending out invoices now rather than after 1 July may affect your income levels (depending on how your accounts are set up) and may help your customers with their tax preparation and budgeting
  • organising your invoices and receipts now could mean getting your tax return done sooner, which is great if you’re getting a refund!

How much do you do to prepare for the end/start of financial years? Is this when you do budgets and analysis or do you base that on the calendar year instead?

Over using keywords in articles

Yesterday, I wrote about using keywords in articles to help search engines find your articles. I also explained that using to many keywords makes the article unreadable for humans and may get search engines penalising you/your site.

The following are examples of the over use of keywords to remind us that the focus of promotional articles should be on giving information rather than making a sale or increasing website traffic (as much as we love those results!)

example 1 – a title for an article: 

Tractor Parts,Hydraulic Coupling,Hydraulic Pumps,Lubricating Oil Pump,Tractor Spare Parts,Tractorul UTB Spares 

Not a very interesting title is it?

example 2 – content of an article:

Just search on your computer with Keywords like Packers and Movers in Ahmedabad Packers Movers Ahmedabad, Relocation service provider in Ahmedabad, etc. Many service provider of that particular state will appear on your computer screen. Collect information from all the relocation Ahmedabad companies and hire the best one. You can also do the same work to find out service provider of other state and city.

There is nothing informative or interesting in that snippet, and its a lttle insulting as someone has probably already searched those keywords to have found the article in the first place!

example 3 – a bio box:

crib bedding, crib bedding sets

Apart from not doing much to promote their business, this bio box is boring and doesn’t develop trust or credibility.

 

Of course, the use of keywords (and avoiding over use of them) applies to blog posts, newsletters, website content and so on just as much as to promotional articles.

Keywords in promotional articles

On Sunday, I presented a workshop on using promotional articles as a business tool and discussed the use of keywords in such articles.

Keywords are words that a search engine will use to provide search results (e.g. if you type in “promotional articles”, they are the keywords and a search engine will find the sites most relevant for those words.) They are very useful in building up the popularity of your site with search engines.

So it is a good idea to include your keywords in your promotional articles so search engines will find your articles online and increase your exposure. In terms of attracting search engines, putting keywords into the title is also effective.

In reality, you probably use keywords in your articles without really trying – it isn’t easy to write an article about business books without writing business or books for example.

However, it is important to not use your keywords too many times in one article as search engines can actually penalise you for doing so. The easiest way to judge how many times is right is to read it out loud – if it sounds ok and appeals to a human, you probably haven’t over used the keywords.

I will share some examples tomorrow on overuse of keywords, but thanks to Suzie of Suz’s Space asking a question in my  workshop, let me explain that it is repetition of one or two words that is the potential problem – using a lot of different keywords in a suitable context is not a search engine risk.

For example, writing an article about a style of writing which includes a list of authors does have a lot of keywords (each name for instance) but is not over using the keywords (such as books and authors) for Suzie’s site.

New services…

After a lot of thinking, planning and learning, I am pleased to say I will be introducing a new service in the new financial year. It is exciting to start something new, although I have been doing it quietly already, and I’m starting promotions this weekend at the Business Mums Conference.

The question now is – do I build anticipation and wait for 1 July to announce my new service, or do I tell you now? Which would you prefer?

My thoughts on such decisions:

  • building anticipation is a great way to develop curiosity and (for a blog) an effective way to encourage repeat visitors
  • there is no point in annoying people with part of a story so any ‘coming soon’ message needs to be intriguing and not mislead
  • what does a launch date signify? Is there a strong reason to delay something new? If there are legal or IP or technical reasons to not give details in advance, be very careful of how you present any teasers
  • don’t build up to a launch you aren’t sure of – it destroys your credibility and any excitement if your wesbite says “our new product will be in store on 10 June” and it’s now July.
  • building up to a launch can start the process of search engine optimisation  and getting some traffic and ranking for your webpages. This may be limited if you can’t use keywords in advance but it at least gives you a URL to use in preparing marketing and advertising

Launching a new product or service also raises questions such as using the same brand and business name or not, pricing the new item, packaging the new with the old, and where to focus future marketing.

As for my new service, I am not launching it until July because my website can’t be ready before then (preparing a conference presentation and client deadlines took priority.) And you’ll just have to wait a little longer to find out more…

Either, neither…

It is the use of either and neither (rather than the spelling) that people seem to have trouble with – I have just edited a 40 page document which repeatedly misused either/or.

either: an introduction of two alternatives separated by the word or
You can either buy or rent this property

neither: an introduction of two unavailable alternatives separated by the word nor
neither John nor Mary can run the meeting.

What is important to note is that both words refer to a choice of TWO options – if there is a list of choices, either/neither can’t be used.

wrong – You can choose either chocolate or vanilla or strawberry.
correct – You can chose either chocolate or strawberry.
correct – You can choose chocolate, vanilla or strawberry.

Recharge your business with promotional articles

I will be presenting the above topic at the Business Mums Conference on 20/21 June in Melbourne. I will be covering ways to help people get the most value out of the promotional articles they write (or pay to get written) as I believe it is a valuable, low cost way to promote any business.

What is a promotional article?

Any useful article can be used as a promotional article, although they tend to be around 300-600 words long. At the end of the article, you include an information section (called a bio box or resource box) about yourself and/or your business.

To be a good promotion for your business, it is best to use topics that build your credibility in your industry. For example, if you are a hairdresser you could use articles about choosing shampoos, the best types of hair accessories and hair care tips, but if you sell children’s party accessories, you would be better using articles about how to plan a birthday party, dealing with invitation lists and party game suggestions.

Note that a promotional article is not an ad. An article about the services you offer or how you are better than a competitor is not a promotional article – it is an ad. The aim of your article is to provide information, and/or entertainment, to readers.

** If you are going to the conference, please come and chat to me – I’ll be there all weekend as I know from experience that is a positive, information pack weekend that will benefit my business.

If you havent bought tickets yet, Save Time Online is offering an advertising bonus if you mention them when booking.

Making your business independant

Following on from my posts about identifying and protecting the essential elements of your business, another way to prepare for the unexpected is to reduce how much your business relies on you.

Here are some ways to reduce that reliance:

  • train someone else to do some of the tasks, even if they don’t do it every time some knowledge will help if the key person can’t do it
  • have some written procedures so someone else can ge the job done – it may be slower but it would be done. This also helps if you want to sell the business or hire a new person for the task.
  • have critical knowledge stored somewhere other than in your head – have a document with passwords & contact details where it can be accessed by limited people. For some of my clients, I prepare a document register so they can track versions – I usually add comments about who designed thdocument so the client can quickly arrange a change if I wasn’t available. It also saves me remembering the information myself so it’s a good plan anyway
  • identify back up people for critical tasks/roles
  • ensure any staff understand the entire business and functions of other staff, and preferably be able to do a couple of other people’s tasks if necessary
  • have a shared calendar for your team – if someone is then sick for example, any appointments and deadlines can be managed
  • be flexible as much as possible – a team member who can’t come to the office for a few weeks may still be able to do some tasks at home or online, or work part time or unusual hours
  • build relationships with professionals who can replace key skills – for example, I have relationships with other writters so in an emeregency my clients’ work could still be written even if I was unable to write myself

As part of your contingency preparations, there are a few related tings yo can do:

  • test how reliant your business is on specific people – find out how long the businesscan manage without someone, how skilled others are at filling in for the key person, how many people can be missing from your team before it is critical, and so on
  • plan some altered work practicesfor certain levels of staffing – for example, if a key person is sick for one or two days, everything continues but if they’re away for a week reduce client hours or produced items by 10% and if they’re away for a month, reduce by 50%. This would be particularly relevant during a prolonged event such as a pandemic or natural disaster if you have a team
  • establish policies about how much leave staff are entitled to and how they are paid for such leave, including any leave without pay or make up hour arrangements
  • have as much information and work available on a computer as possible so that remote access is an option and back ups are also easier