Blogging with Crystal

Crystal shared her insights in a webchat:

• A blog creates a running history of our company, which builds trust and helps customers to see the real value of the product/service offered
• You can post: newsletter archives, samples of your work, testimonials, and case studies to your blog. SO basically, put all that stuff into one easy to access form!
• Develops Effective Customer Relations - A blog increases credibility and boosts customer relations of an organization. A well-written blog entices the curiosity of a visitor and increases business. Readers can ask questions and clarify any doubts through the same blog.
• Boost Product Sales - A blog describing your products attracts customers to your website. Simultaneously, it keeps customers informed on the latest developments about the products or services of your company/business.
• For your Target Market – Blogs aimed at a target audience or market will help establish your credibility in that particular area, bringing more traffic and sales your way.
• Blogs on Technical Subjects - Blogs filled with relevant and detailed technical information on various issues are invariably used by service professionals. These blogs enhance their knowledge and credibility about the subject, problem solving issues and much more
• Tool for Internal Communication - A blog can play a key role in effective communication within your business. Working especially well in direct sales or network marketing businesses where teams of individuals communicate with one another regularly. It displays all the latest events and the future programs of an organization

Now, this article, which you can read on my blog: http://chryscross.wahmblog.net/index.php?op=ViewArticle&articleId=92 also contains some information on how to get started

• You could share tips on picking a good freelancer
• advice on how your services can improve their business
• and of course mix in some of your own work and experiences to showcase what you have done

Generating traffic:

• using keywords often for search engine hits is another
• posting articles that are somewhat controvercial
• posting leading content - so they want to come back and see what is next

Why Pinging is Good for Your Blog and Your Business!http://chryscross.wahmblog.net/index.php?op=ViewArticle&articleId=93

Are You Content With Your Blog Content? Avoid the 5 Blog Bloopers that Will KILL Your Credibility http://chryscross.wahmblog.net/index.php?op=ViewArticle&articleId=91

amely would probably find, that if she is trying to reach a business minded audience, personal life stuff may cheapen her image.

Amely - you can still give opinions and ideas. For example - if you see a show you like - share what impressed you, what you would do differently, etc. And maybe some mini scripts to show your style, just for fun. Not enough to make a game or movie from, but to show your style

You can share your ideas without really critizing fully. I really enjoyed this, but wouldn;t it have been really cool if......... So you're not saying it is bad - just sharing your own personal twist on the plot or idea. Try to say it in such away that if the person who wrote it read your piece, they would go "Hey, neat idea, why didn't I think of that" Rather then "that B** doesn't know what she's talking about"

Learned:

I can take my "restorative" and "intellection" strengths and combine them in a softer, gentler way to express my writing ability.

The Blogsquad

Blog is a content/knowledge management tool.
Blog is excellent section of marketing toolbox.
Add audio to create intimacy and authenticity.
Connect with readers with targeting focus to drive business.
People who wrote books resulting in higher indirect income.
Write a book in a blog:
Know your readers
Know your core message
Can write about management, murder mysteries, anything at all...
A natural outline system - use category system (blogger doesn't have that)
Recommend typepad.com
Can ask for readers experiences/input and then, with permission, put it in your book

Tom Ebslin (sp?) wrote murder mystery: Hackoff.com Set up a blog to serialize the book onto the blog
Blogwild: book that was blogged
Naked Conversations: print book, re: blogging
Buzz Marketing with Blogs
Commonsense.com
Virtualhandshake blog
Stephanie Klein - Greek Tragedy - party girl in NYC, wrote about it on blog

Search engines love blogs because they're keyword rich
Content management, put links/sources all in one place
Provide forum for feedback
Set up a blog so readers can subscribe

Link love - the more you talk about other blogs and link to them, it's another way to build traffic

Start podcasting your book

New authors do book tour and virtual blog tour. Blook = a book on a blog... can do blog tour with this, get cross traffic... more exposure, than you might with traditional marketing campaign
Virtual book tours: http://800ceoread.com/blog/
http://dothillpress.com - blook tour
http://lulu.com - Lulu blooker prize

2-3 days a week post
2-3 days a week, go to other blogs in your field and comment on them
to find them:
http://blogsearch.google.com
http://technorati.com

Blogsquad sites:
http://customizenewsletters.com/jay/
http://buildabetterblog.com

What I learned:
2-3 days commenting on other people's blogs!

MYBRAND: The audience, revisited

Of course, the first thing someone asked me when I was talking about branding, was who is your audience? My first thought it my audience is the people who hire me. The second thought, of course, is the home audience. But since I would strongly prefer to work for a broadcast network, the audience is adults 18-49. Pretty broad! No niche there for me.

Then I came across this e-mail from Doug Lipman. I don't have the answer, but this might be a way to identify niche in a nicheless broadcast world:

Make a chart (or view the printable sample at <http://www.storydynamics.com/chart>) with three columns, representing the three qualities of the iPod that I believe storytellers can learn from:
1. How it fits into cultural needs;
2. How it's a statement of personal style, and
3. How it represents design and related abilities.
On the left, you will make a list of six questions about storytelling:
What stories do we tell?
How do we tell them?
Who do we tell them to?
Where do we tell them?
When?
Why?
Choose one of the questions about storytelling, then ask yourself (or have a partner ask you) what each of the three columns suggests to you about storytelling and its future.

For example, take the question, "What stories do we tell?" Ask yourself how you would tell stories that fit into the cultural needs you see around you. Are you aware of people using simplisitic stories about human nature, for instance, to justify violence? If so, what stories would you tell to counter that?

What about style? The story that someone lives is the ultimate statement of their personal style. If you had no limits, what stories would you tell in order to speak to people's desire to create and express their personal style?

What stories might appeal to your listeners' sense of design? You might choose stories with particular content, but you might also choose stories with certain forms. For example, perhaps you feel that the current sense of design requires stories with neat endings - or maybe, on the contrary, that it requires stories with open endings.

Continue down the chart, spending some time thinking about each of the 18 possibilities. It's not important that you fill them all out. But you may have to think about all 18 to find the one idea that will make a difference for you!

As you do this exercise, think big! Don't be constrained by the past!

FeedBlitz! Subscribe to this blog!

Part of this blogging adventure is to practice skills that will come in handy once I have a fabulous brand to work with. To that end, I have set up this site with FeedBlitz, which means you can subscribe to this blog and get a notification whenever I update it. Right now the subscription form is way at the bottom of this page, but I figure I'll figure out how to move it up toward the top eventually.

So please subscribe to my awe-inspiring blog, and feel free to comment on anything or offer suggestions.

MYBRAND: My strengths

In addition to identifying the "word" that I own, it has been suggested to me to write down my strengths. I actually took a Gallup poll to identify them. Here they are:

• Input: People strong in the Input theme have a craving to know more. Often they like to collect and archive all kinds of information.
• Intellection: People strong in the Intellection theme are characterized by their intellectual activity. They are introspective and appreciate intellectual discussions.
• Learner: People strong in the Learner theme have a great desire to learn and want to continuously improve. In particular, the process of learning, rather than the outcome, excites them.
• Restorative: People strong in the Restorative theme are adept at dealing with problems. They are good at figuring out what is wrong and resolving it.
• Adaptability: People strong in the Adaptability theme prefer to "go with the flow." They tend to be "now" people who take things as they come and discover the future one day at a time.

When I first read these "strengths," I was alarmed because the top three didn't appear to have a practical application to them. I also was concerned because I thought that these strengths didn't really differentiate myself from other writers. I'm sure plenty of writers like to think and learn about things. Also, it's great, in general, that I like to learn, but people don't want to hire someone who learns, they want to hire someone who already knows. That's why being an expert is such a big deal. I don't know if there's a demand for generalists.

Now that I have the flashlight idea, I thought maybe what would differentiate me is what I like to collect following the "input" theme, and what I like to think about, following the "intellection" theme. I definitely find myself desiring to write about something different, or write about something that's the same in a different way. In fact, I'm wondering if my writing reflects that to the extent I'd like it to.

The restorative theme is very good, because it's true I'm good at giving "notes" on people's scripts. However, combined with the other themes, I was paranoid that I was just well-suited for development, and not for writing. I think it may still be good in general when working with others... I just need to make sure I can point out what's wrong without shutting people down altogether, or painting myself into a corner.

Last, the adaptability is a nice-sounding theme, but I don't know how true that is for my writing. I would say I could adapt to different shows fairly well, but I find myself resistant sometimes to taking notes. Mostly because I don't want to do a lot of work. Maybe the sixth theme is being lazy :) Also, I don't want to be so adaptable that you can run right over me, which is probably why I'm resistant sometimes -- I can't always tell when someone's trying to take over the process or just giving me good notes.

I just remembered how in high school my English teacher said I was a natural deconstructionist. That's a school of literary criticism. I thought that was a little odd, but now I'm wondering if that can help me. Deconstructionists, I think, like to focus on what's not in the literature, rather than what is there. I guess I could go look that up.

Can anyone see any practical or "oo-I-want-to-hire" you angles for these strengths that I could emphasize?

MYBRAND: The flashlight

"The most successful companies communicate their business in an experiential and emotional way." - Kim Castle, BrandU

I was sitting on the bus, when I started to mull what my brand could be. I love big issues, like human rights, and sexual assault, and gay rights, and all these things. I thought I could be like Aaron Sorkin, who combines humor with all these issues.

But then I remembered there was something else I loved... spooky stuff. Supernatural, even though it's not a fabulous show, is the only show I'm watching right now. I try to watch Charmed, too, since it's on its last season. What I like about spooky stuff is how you can turn off all the lights (or most, if you're reading), and it's dark and cozy. The image I got was the quintessential moment of the X-Files -- dark, blue, and Mulder and Scully walking around with their flashlights, looking for the dark things that were hidden there.

It dawned on me that this idea of a flashlight could be part of my brand. I am the flashlight that uncovers the dark stories, whether they be real -- like child molestation -- or imagined, like vampires and ghosts. The constant is willing to find things that are hidden and shine a light on them, if only for a brief time.

I have an image of my web page with a java flashlight in the corner, moving back across the page, illuminating with its beam my name. The flashlight would provide a strong visual and, I believe, would communicate it in an experiential way... possibly emotional if the whole page is somewhat spooky feeling.

What do you think?

Judy Cullins Advanced Article Marketing

Teleseminar with Annie Jennings PR and Judy Cullins

Write short articles: 200-800 words
Have sales letters on your website for each product/service

Hand submit:
Submit your articles to websites in your field. No article blasters, because it can hurt you in the Google search engine rankings. Buyer beware of the article blasters... Sales letters are full of hype. Make sure they're willing to take your keywords and will only target the sites that are relative to those. See how long they've been in business. Think of quality, not quantity.

How to find sites that would accept your articles:
Search on keywords, and also look for word "Submit articles". Also look for high traffic websites, will show up first in list.

7 to 9am is marketing time for Annie Jennings.

Have a free ezine at base of submitted articles, you get hits to your website and growing ezine.

How to streamline submissions:
Four hours for you, four hours for your assistant (high school student) per week
Don't submit to directories, just to the websites, with immediate feedback.
1. Submit by hand
2. Submit 3 articles to a site at a time, to several websites that day. 20 websites a day on a circulating basis
3. Put title, city at top - short web bio (sig file - free report or free ezine) - it depends on website
Delegate to assistant

Take one article and transform it into many - topten.org
Watch what other people write - take their title, and edit them, and change them, so it's yourself. Gives your muse a little head start. Divide into two articles. 1450 = special report, give away. Also slant it toward different audiences.
Set it up with a Question: sample question. Answer: answer it, give as much away to get people to go to your website to know more about your services.
Once you have a book out, you're a savvy person.
Top Ten - top ten reasons for something
then
Top Seven - new site - top seven reasons - and suddenly you're an expert on it :)
No commercialism in the article

5 must dos for articles that websites will love
1. Must have benefit-driven title - reason to read the rest of the article - sometimes can have same/similar article with different title
2. Use keywords in title or introduction. Intro needs hook
3. Hook should be article's first sentence.
4. Article needs beginning, middle, end.... so many myths about self-publishing or whatever
5. Conclusion: mention benefits of doing points in middle article
Short excerpts from fiction book - articles

Don't do "I" a lot. Put story in third person, or, "Like me, you may have tried this ...." All has to be you-centered.

Get articles edited/critiqued by a friend.

30 minutes a day, a couple days a week to submit
Writes 4-6 hours a week.

Online marketing campaigns (for books)

Teleconference with a man named Ken Foster, who is a bestseller coach, another guy, and a lady named Adria Manara who got her Parenting book to #1 on Amazon.

Steps for an online marketing campaign to get your book to the top:
1. Make sure enough books are in stock at Amazon
2. Clearly identify who the book is for, what is the niche. Who will buy it?
3. E-mail allies, ask for help to get word out. Look for people with media contacts, who might have a gift your target market might like.
4. Create core team. It doesn't need to be big, just focussed.
a. copywriter - someone who can connect to you, to your message, and to your audience
b. web person - someone who can make it look good, competent. Doesn't need to have bells and whistles
-sends out all e-mails
-database of gift sponsors, list sponsors (people who just believe in you, without gift), and personal contacts
-create a webpage where sponsors/gift sponsors can sign up... help create a link for bonus gifts, description (hidden page)
-someone who is familiar with web marketing, knows how to do back end
-landing page - for press, the whole thing, whole promotion - only links are to buying
c. mentor/coach - to keep you going, help you ID niche
5. Contact everyone who has a database that includes your contact market
plan 60-90 day campaign

IDing niche:
What are your greatest strengths, abilities and skillsets? These are what you'll do in the campaign.
What do you hate doing? This is what you'll hire out.

Seven biggest mistakes in creating copy for marketing campaigns:
1. Copy is too long (in e-mail) - sometimes e-mail plus landing page with more info
Use warm personal tone with you-centered
2. Instructions are confusing - test it a lot
3. Not enough calls to action - minimum of two (one to say "Buy the book" and the second to say "Come back here for bonus")
4. Not running e-mail copy through spam-checkers
5. Having broken links
6. Having a poorly designed web page - style consistent with e-mail
7. Bonus gifts are poor quality

Gift sponsors:
Win-win... bonus gifts easy to deliver: ebooks, teleclasses, audio so they can deliver it all
-tell them your passion, when they realize it's free publicity, they will buy in
-must commit to 2 e-mails - 1, a week before, the 2nd the night before or morning of

Extra buzz for your campaign:
Find online forums, blogs with lots of activity for target audience - get people who resonate with your message
See if you can get media interviews - contact at least a month in advance - want to be live or aired on day of the campaign
Go to the hard ones first... ones with biggest lists, etc.

You need to commit to taking action - 60 day campaign of 6 hours a day - you can do it. Momentum will keep you going. Ghost writer: elance.com
Declan Dunn (sp?) - got a million people to come to their site in two days through a blog - put snippets of your book on it. Add: "Does this touch you in anyway?" "Did this ever happen to you?"

Successful moments (Adria Manara): Family to celebrate with you when you reach your goal Learned the importance of a team... people who know what they're doing
Team in your area of interest
Webmaster - INTEGRAL

In selling his coaching, Ken mentioned that those on the call were already ahead of most authors: compliment intelligence/vision of listener/viewer

WHAT I LEARNED:
If you have a passion, and message, you can then start identifying your niche. Once you have your niche, you can start looking for allies who believe in your message as well. Surround yourself with positive like-minded people who think differently(?) and keep your passion burning.

Passion: social/human rights issues
Allies: Laura, Lee, others?

Passion: horror, supernatural stuff
Allies: ???

MYBRAND: The First Post

This isn't really the first post, but this is the first post that isn't me just posting something interesting I came across.

My intention with this blog is to organize my thoughts and learnings about creating a personal brand. As you may have noticed, I will also enter notes about what I learn about related topics, such as marketing.

As for what a brand is, I will steal from BrandU and say it is this:

A brand is a precise and pinpointed communication of your company, that value it stands for, and the feeling your customers consistently get from it.

My first mission for myself is from Scott, instructing me to "own a word." To do so, he suggested I contact people who knew me and find out what word they associated with me. This is what I have so far:

Carless - LA-based friend
Conservative (financially, socially) - LA-based roommate
smart - non-LA based coworker
odd - father
eccentric - sister
resourceful - college roommate
alluring - non-LA-based friend

These words kind of mix together. Carless and conservative are related, because both are due to a desire to save money. Resourceful is related to carless and conservative, because both relate to working around obstacles to get what I want. Smart relates to resourceful, for hopefully obvious reasons. Eccentric and odd relate to each other, but also relate to carless and conservative in LA, because being carless and being a bit of a miser are a bit odd in the town of excess and car romance.

I must continue my research, but so far I don't know if I'm getting close to my brand. At least I know I'm not getting further.

Reaching an audience

Demographic (who you want to reach) plus technographic (where they are living and how they are behaving on different platforms) equals content placement (demo + techno = placement).

Online and offline marketing

Marketing deathmatch call

A good way to integrate on and offline marketing is to have an event, perhaps physically send them something they'll need for the event (like DVD of stuff), then at the event meet people, then follow up with an online gift.

Sending out free CD (but must pay for shipping and handling). Send out CD with sales letter, then follow up with call. This seems very agressive, though, I like the above approach.

How to get offline leads:
Go to seminars.
Press releases (use special urls to track usefulness)
Make yourself an expert in different publications
Postcards
Educational pieces - knowing what kind of issues your clients have - show how you solve their problem
Write endorsements for other people's books - also put your stuff with their book deals

Best media for starting on offline marketing:
If you're selling expertise, create a CD with info stuff, give it away. Pre-qualify phone call to see if it's worth sending them the CD. In the CD they learned they need your services. You must follow up with a phone call.
Pressreleasemonkey.com free press release/article in April
Teleseminars

How to get started offline:
Run a contest for something they would have to send in the mail. Then get physical addresses to use offline addresses.