Author Archive for Patsi Krakoff – Page 26

Facebook Fan Page: Top 5 Reasons to Have One

As some of you know, I’m not an avid Facebook fan, but as a business owner, I don’t ignore the fact that so many people use it daily. There are certain pitfalls with it, like with any social networking site. You don’t want to get caught up wasting time if you’re running a business. But you can’t ignore the numbers of people there everyday.

The biggest issue is whether or not YOUR clients are using it, and are they seeking information there in your core expertise? Just by sheer numbers, you’ve got to believe they are. Unless your core audience isn’t web savvy, but again, just about every demographic is using FB now.

Unlike a Facebook personal profile, Facebook Fan Pages allow you to:

  1. Get to know your clients – FB Fan pages track some demographics of your Fans
  2. Get found – Fan Pages are public so they get indexed and are included in external search engines
  3. Get known – Fan Pages allow you to customize the landing page and offer real value to your clients and future clients
  4. Get found and get known by millions- Fan Pages have no limit to the number of fans you can have, and your fans are your centers of influence and referral sources
  5. Get new clients – Fan Pages allow you to engage people on a personal level via polls, contests, dialog… and create credibility and trust

Drum roll, please. I’ve got a new Fan Page for my business Content for Coaches and Consultants: You’re invited to come see what’s there, what’s new in leadership concepts, brain science, and personal development:

Patsi’s Facebook Fan page

If you’re interested in learning, hit the “Like” button and become a regular reader/fan. I’ll be posting some of the best tid-bits from all the books I read. It’s like an open buffet for people who like learning. Hope you “like” it!

How to Start a Blog Serial Writing Project

Check_boxes
If you’ve been reading my blogs for any length of time, you know about my problem with writing:  I love to write, and I can write too much.  Anyone with a doctorate suffers from the same disease. Dissertation-itis. Nobody has time to read all those words anymore, especially not online.

Then, at some point in my writing career I got lazy. Or maybe I got smart. I started skipping the long research on a topic and reading up on its history. I just started making a list of main points and then writing out a couple of sentences on each item.

I think I got the idea from Jeff Herring, The Article Guy, who said if you can write a 7 item grocery list, you can write a good article. Now Jeff teaches article writing for people who struggle with writing and have a hard time coming up with stuff.

I fell in love with the “Make a List” writing school. Their theory is anything worth reading can be written in a list of bulleted points.

And now for my real confession:  I’ve taken the list building approach to an extreme. I’ve become a serial writer.

I wish I could say that it’s the cure for writer’s block, or that it’ll turn your work into Internet gold. I will proclaim it to be a rousing success for saving you time and energy whenever you’re faced with writing for your ezine, blog, web pages, press releases, and even white papers.

Here’s how to start a serial writing project (in list form, of course):

  1. Find an idea your readers want to know more about that will benefit them
  2. Make a list of 5 main points
  3. Write an overview of the idea with the 5 points listed and post it on your blog
  4. Each day for the next 5 days write a blog post about each of the 5 points
  5. Write a summary of the 5 points, reviewing them and reminding readers why this is important
  6. Edit each blog post into a stand alone article
  7. Compile the 7 articles into one full article. Read More→

Engaging Content: 7 Tips to Get Readers to Think

Confused_mind
When it comes to content marketing, there are ways to write content so it actively markets you and your business without being “in-your-face” sales copy or boring product reviews or press releases.

I’m reminded of an excellent book on creating effective website design called Don’t Make Me Think.
The premise is that a customer searching for products and services online shouldn’t have to figure out how to find what they’re looking for on your website.

When it comes to reading your blog, however, please, please DO make me think!  As I said last week, your readers may scan your post, without getting their thought processes going, and move on.

Your blog posts should have meaty content that stimulates your audience to ask questions, to comment, to agree wholeheartedly, or disagree vociferously.

How can you do that?

Here’s my list of ways to engage the brain, for example, in a blog post:

  1. Ask a question that can’t be answered (without thinking for a few minutes, at least)
  2. Describe an ethical conundrum and ask readers to contribute solutions
  3. Ask your audience for their top 3 tips for …. (insert a common problem your customers have)
  4. Write about a problem you experienced or a mistake you made, and ask, “What would you have done?”
  5. Describe a most pivotal moment in your business, and ask others to share their story
  6. Write about a situation facing a customer and ask readers to contribute ideas and projected outcomes
  7. Suggest some ideas and ask for more ideas…(hint, hint)

Okay, now it’s your turn. What methods do you use?  How can you write blog posts that stimulate readers to think and even actively participate?

Bonus question: How does doing this actually work to market your business?

Your readers may scan your post, without getting their thought processes going, and move on.

How to Write with Your Right Brain: 5 Tips

Ist1_2776388_coffee_cupOne of the smartest things you can do to keep up with blog writing is to use your brain well. Use your right brain to tap into your creativity.

The third thing I do in the morning when I get up is write on one of my blogs. (First, brew a pot of Cafe de Olla; second, feed Huey and Dewey, our kitties.) When clients ask, “How do you find time to post on all your blogs?” it’s kind of a non-problem, since I’m fueled by coffee and love…!

One of my favorite posts is here, because two writers (John Jantsch and Sean D’Souza) who really understand content marketing explain this further in The Right Brain/Left Brain Tango: How to Get Your Creative Mojo Back.

Here are 5 tips for being more creative and productive with your writing tasks.

  1. Write first before you open email or your list of things to do. Any writing task should have priority over other tasks in the morning. Why? Writing uses mostly your right brain, and you need clarity, without those little gnawing distractions.Beware the left brain that wants to spoil your creativity by reminding you of things “to-do.” When you first wake up, you’re functioning in your right brain. Use it immediately for improved creativity.
  2. Before you go to bed and fall asleep, remind yourself which writing tasks you want to work on in the morning. Your right brain will think about them as you go to sleep, and probably as you wake up. As a result, you’ll wake up with those writing jobs in mind and can start right in on them – as soon as the coffee’s ready and the pets are fed.
  3. Leave your desk relatively uncluttered when you stop working at night so that in the morning you can start writing without distractions. It helps to have a safe place to set your coffee, where the kitties won’t knock it over when they come to lie in front of your computer screen. (If you have dogs, you won’t understand this part, but I’m sure there’s similar arrangement for those little darlings.)Img_0053 Read More→

7 Ways to Format Blogs to Engage Readers’ Brains

What are the two most important parts (a.k.a. opportunities to engage readers) of your business blog post? Most experts will tell you this:

  1. The headline
  2. The call to action

The headline is what gets read and spread. It’s your “shout-out” on social media sites, in feed readers, and email updates. It’s the bait on your fishing hook which draws people over to your blog site to read your stuff.

Writing magnetic headlines is crucial. And you know yourself that a well-crafted headline gets more traffic than a bland one.

The call to action is what gets you business results and turns readers into clients. Even when it’s not a direct “go-buy-click-here” request, it’s part of your funnel process. It starts the participation process.

But hold on there, wait a minute.  There are 7 ways to format your blog posts that will help prime your readers for action. It happens before you ask readers to do something. It must happen, otherwise your readers won’t even read your complete post, they won’t get to the call to action part.

You must engage their brains. You must get inside their heads by triggering unconscious desires and thoughts.

Okay, that sounds a bit oowy-woowy and sneaky, maybe even dangerous. I’m not talking hypnotic suggestions or even tapping into Freudian drives of sex or fear…(although, heck, that sure works, too!)

But if your blog content doesn’t appeal to one of several persuasion triggers (reciprocity, social proof, etc.) then you’re not doing enough with your posts. Your readers may scan your post, without getting their thought processes going, and move on.

It’s not complicated. You’re probably already doing it (unconsciously)! How? Read More→

How to Make Content More Engaging: 10 Tips

The Content Marketing Institute hit a home-run with their question to content experts, “How do you make content more engaging?” This is an important post to read for anyone blogging and posting content to connect with readers.

Ten experts responded, including moi, and their answers are illuminating.

 

In my opinion and experience, content that engages is emotional.

The human brain is emotional at its very core.

While women process messages with more emotions than men, both must be engaged emotionally for a message to be remembered and acted upon.

Marketers must uncover the key emotional triggers their product inspires and pinpoint them in their messages.

Here is a summary of what other content marketers think about this important question:

Just as there is no single definition of engagement, there is no single way to engage with your audience:

  • Focus on what is important to your ideal reader, which is often different than what is important to your business.
    • Actively listen to your audience and respond to their needs.
    • Create buyer personas to capture key information about your readers. Read More→

How Readers Find Your Blog: A Diagram

I’ve said it before, and I’ll say it again:  a business blog is the best way to get found online, the best way to connect with potential clients, and the pathway to turning readers into clients.

So, what’s your favorite excuse for not blogging for your business?

I keep hearing the same reasons, over and over.  As a matter of fact, it made me think of a blog post I did last year.  I reviewed it, and guess what – it’s still relevant, so I’m posting it below.

Top 3 Excuses for Not Blogging:

  • “I don’t have time to blog.”
  • “My clients aren’t surfing the Web reading blogs.”
  • “Oh, that means I’ve got to write about my business every week?”

There are over a billion people connected to the Internet. I’m willing to bet my lunch money that quite a few of them fall into the category of “your ideal clients.”

It’s not likely they go online looking for you, your business or your blog. I’m not saying that. But they do go to search engines and they type in questions with keywords.

And they do  go to Facebook, Twitter, and LinkedIn. Here’s what this looks like, how readers find your blog, in this Smart Draw diagram I did:

Read More→

Remembering Family and Other Pillars

Back in the U.S., it’s Memorial Day when Americans honor our soldiers who died in service. My father, Marion Rae Wilkerson, was a 25-year Navy veteran, and while he didn’t die in service, I always remember him on this weekend.

He was on a ship in the Pacific during World War II that was blown in half by the Japanese. He was on the half that was able to save many of their sailors. He came home to San Diego shortly after that and I was conceived. Had he not been on the right end of that ship, my sister would have been an only child.

Today I am the only one left of my family, having lost my sister to kidney cancer eleven years ago. My father died of a brain tumor 27 years ago, and my mother of alcoholism 45 years ago. I mention this because it has had a strange effect on my philosophy of life.

I think having children and family give one a strong reason to live life well. Without that, you have to search for and find substitute pillars, especially in tough times. I think I’ve done a pretty good job of that, for the most part. I have been very blessed with friends, a wonderful husband, and a strong will to live.

Did you know that Memorial Day was first enacted by formerly enslaved African-Americans to honor Union soldiers of the American Civil War? It was extended after World War I to honor Americans who have died in all wars. I didn’t know that until today. African-Americans who came to this country as slaves certainly offer proof of what it is like to find pillars when family is taken away.

In my travels and many years of living abroad (France, England, Greece, Mexico), I admire immigrants who have overcome difficulties to learn language and skills to survive and thrive. When people speak disparagingly about immigrants I guess I get more than a little bothered.

I hope you too have periods of reflections like I do whenever we set aside holidays to mark important events in the world. My best to you.

Why You Should Be Happy Before You Blog

Three Keys to Blogging When you Are Happy
A guest post by Erica Nelson

You know how your smile is written all over your face? Your emotions are imbedded in your words and how you write.

Just like when you walk into a restaurant, the waiter immediately communicates without saying one word what your service experience might be like, the opening phrases of your blog or website are going to speak volumes about how you are thinking and what you are feeling.

What I’m asking is that you pause before you write for your audience. Get a picture of the person reading your blog, in your mind’s eye. Who is your audience? How do you want to reach them? Get clarity, and then go into the right mindset before writing a word.

I look back on my career as a journalist and author, and I recognized at one point I had written more than 5,000 articles that were published – articles that I was paid to write.  Now I have a daily blog on Facebook where I post original happiness quotations with over 4,700 fans. I know that people can tell a lot more about me than the words will allow.

Being in a positive state of mind will change our results. So, I’ve come up with three keys for you – in case you want to shift the energy behind your words – to blog when you are happy. Read More→

Why Content Marketing with Video Is Key

Content marketing using video is a key marketing tactic if you want to get found online, get known, and get clients.

Here’s what’s important about publishing video on your sites: Your business can get quick, effective search engine results that used to take months or even years to achieve, all for next to nothing to produce (you don’t need to buy expensive equipment and hire a producer).

Your physical presence and voice on video creates a powerful connection to potential new clients in a way that text can’t accomplish. Images are simply attractive to the human brain, and we’re hard-wired to pay attention to faces.

A few years ago I invested considerable time, money and energy to go through the mentorship program of Tom Antion. Even back then (2005?) Tom had installed a video production studio in his house and was gearing up for making his own infomercials and training videos.

As a professional speaker, it was a natural marketing vehicle for Tom. And it is for anyone who sells themselves as a service provider: executive coach, consultant, trainer, author, financial consultant, doctor, lawyer…

Tom always taught that he never invested in marketing tools he couldn’t master himself. Even though as an Internet guru and millionaire, he has staff and plenty of money to throw at marketing, he believes that any professional can master video marketing with a few basic skills and smart tips.

On Thursday, May 19, 2011 at 5 p.m. ET, you can learn from the two video marketing experts who work for Tom, Colin Martin and Marc Bullard with this free webinar.

If you haven’t registered, be sure to do so – you’ll reserve your seat, receive the access link, and the Webinar replay info:
YouTube Secrets Webinar: register here. Read More→