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The Executive Group Website

The Executive Group is a recruitment firm located in Billings, Montana.

Working with Echelon Design & Advertising and Webgrain, I had the opportunity to participate in the creation of a new website for the company.

This was the first project I completed with The Executive Group, which required I invest the time needed to learn more about them, how they operated and what set them apart. Their former site had not been updated in a number of years, so creating a tone that was both professional and engaging was a “from scratch” effort. Fortunately, Echelon Design & Advertising was great to work with, and the team at The Executive Group was generous both in terms of sharing their time and thoughts with me.  This led to what I believe is very positive outcome both in terms of experience and results.

Work completed:

  • Site map creation and review
  • Client interviews
  • Competitor research and analysis
  • Biography writing
  • Website content creation
  • SEO key word/key phrase research
  • Meta title creation
  • Meta description creation

See the completed website here.

Project: The Executive Group Website - Freelance Writer

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Why Black Friday and I May Be Breaking Up

Black Friday and I, it seems, may be breaking up this year

A two decades-old relationship is coming to an end, ruined by stores who fail to see the value of the Black Friday brand and the experience it provided. 

It’s been nearly 20 years since the first time I set my foot out the door, shivering in the frosty chill as I scraped off my windshield and headed out into the pre-dawn darkness. My hair was a mess and I’d only taken the time to brush my teeth and take care of the basic social necessities, but with my mission clear in my mind, it didn’t really matter.

As I recall, it was a VCR that was on sale at ShopKo that had drawn me out for my initial Black Friday adventure. Of course, I had friends who’d been shopping it for years, especially to take advantage of toy offers for their kiddos. I’d called them crazy, but when I saw the price of that piece of television tech, I decided it just might be worth it after all.

I arrived and took my place in the long line of women at about 4 a.m. Most, like me, looked as if they’d just rolled out of bed. I chatted with people I didn’t know, and there were a lot of giggles about how we were silly to be up this early. I suppose you could call it a comraderie of craziness, a club of ladies committed to getting deals while having fun.

Did I get that VCR? Actually, I can’t remember—but the experience remains etched on my mind. For every year thereafter, with few exceptions, I would head out for those early morning Black Friday deals. It wasn’t about the sales, mind you; it was all about the experience. Pouring over the Thanksgiving Day ads and planning where to go and what to buy. Heading out with other wives and moms, having fun huddling together in our pajamas and coats, laughing as we waited in long lines and sharing the deals we’d snagged. It was even worth it when we returned from 12 hours of shopping, exhausted, feet hurting but with bags full of finds.

In a way, you could say this was the Black Friday brand. A brand I loved—enough to be a part of a CNN story a few years ago about my shopping strategies. It’s also a brand that has, especially over the last 3 years, diluted itself to the point of being virtually unrecognizable.

Now stores are opening almost as soon as the last bite of turkey has been consumed, and the fun of it all has declined. It’s not just that more people are coming out—it’s that they’re coming out complaining every step of the way. The lines are too long, they say. They don’t understand why the store may only have 3 of those $199 70” televisions in stock. They push, they whine, they argue. Men who would never dream of getting up at 3 a.m. are being dragged along by wives and girlfriends, and they aren’t happy about it. I’m not the only one to dislike the practice, mind you; in fact, 62% of Americans who participated in a recent survey reported they either disliked or “hated” the practice of opening it up on Thursday.

I can do all my shopping online and get the same deals, so I don’t see any reason to go out in my pajamas when I can certainly stay at home in them. So perhaps that will be what the Black Friday brand will ultimately become—a day of staying in. Which is a little ironic, considering that’s exactly what Thanksgiving Day used to be.

So Black Friday and I, it seems, may be breaking up this year—a two decades-old relationship coming to an end. Ruined by stores who fail to see the value of the Black Friday brand and the experience it provided.

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Why Good Web Writing Differs from Print Writing

As a writer, I’ve been told on more than one occasion that I need to “sharpen the proverbial pencil” on some of my copy. I think it’s safe to say that every writer has, and like most writers I’ve grown to celebrate a great editorial eye or well-conceived feedback. Occasionally, however, I do find that even the most well-read and well-intentioned individuals may not understand the difference between good web writing and good print writing.

I had the privilege of being taught by some of the truly great English teachers in this world–including (then) Ms. Townsend and (still) Mrs. Jacob. These women, my junior high and high school instructors respectively, taught me to diagram sentences with a vengeance, use what can only be described as exceptional grammar (“up with those things I frequently put”) and construct paragraphs that would’ve made Webster cry.  Research papers, theme papers, creative writing–they put me through my paces and by the time I hit college I was more than prepared for what came my way.

What they didn’t teach me was that writing for a website is completely different than writing for a newspaper, a book or virtually any other article known to man.

In their defense, web as we use it didn’t exist when I was in junior high and high school. But even for those who graduated more recently than did I, there is often a misconception relating to what is “correct” insofar as online copy is concerned.

Here’s why: img-pencilsharpener

  • When you want (need) your web site or a specific page within that site to be found by a potential
    audience, a greater emphasis must be placed on commonly accepted words and phrases–even if that means sacrificing or adjusting, to some extent, grammar and/or punctuation
  • Once on the page, few people will read it line for line; thus, the use of bullets, dashes and call outs (including those which might be considered incomplete sentences) often prove more effective than a beautifully crafted paragraph
  • With few exceptions, websites are used to raise awareness, generate leads or sell a product or service; as such, there must be clear links and/or calls to action which move the reader through the site step by step

The world of SEO has played a significant role in how words and phrases are used on websites as well. I have embraced the latest Google updates, which places great value on “the content of your content.” The black hat tactics of a few years ago with its wild keyword stuffing, random links and mind-boggling bolding strategies are now being penalized.

Good website writing eliminates repetitive patterns of words between pages (even though doing so may seem “inconsistent” to some writers) while still being able to naturally include the key messages needed for a properly optimized site. It is tighter in its construct, with its length and content planned long before the first word is written. Most importantly, it guides visitors through the site, providing a path with signs along the way about where they should go and what they should do next.

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I Mustache You to Be On Trend

Being aware of current trends and incorporating them into your communications strategy makes your company look and feel like a forward thinker, an organization who is a leader rather than a follower.  

And really, isn’t that that where every great company wants to be?

Working in the creative field, part of my job as a freelance writer is to ensure that the content I write and the ideas I come up with reflect what’s trending not only in my clients’ respective industries, but also in the common culture at large. As a result, I suppose that I tend to get a little grumpy when I see retailers and other companies falling behind in their ability to reflect what’s happening right now.

This weekend I was in a “big box store” which caters to hobbies like scrapbooking. And it has a lobby. (That’s a thinly veiled clue right there.)  Walking through the aisles I saw–repeatedly– a plethora of mustache-themed stickers, signs and other similar items.  Here’s the problem: the mustache trend began over 5 years ago.

The first time I saw the mustache look was in 2010, when I was looking through ideas for ad agency Christmas cards. In the midst of all the ugly sweater pictures and awesome “fold your own” cards, I found one from the prior year which included an awesome photo of the agency folks as a “mustache yourself” printable. It was clever and funny and just irreverent enough to make me take notice.  Over the next year I saw the look begin to pop up on leading retail sites, then all over Pinterest. In fact, I incorporated mustache’s in my 5-year-old’s art-themed birthday party in late 2011.

Now keep in mind that big box store isn’t alone in its behind-the-curve efforts. In fact, there are a wide variety of companies in a wide variety of industries that aren’t staying on top of trends because often they’re so focused on the business of business that they don’t have the time, energy or resources to do so.

Often, however, being behind the proverbial 8-ball when it comes to current trends also means being behind in other areas. For instance, some companies still have websites that lack the responsive designs that are critical in today’s business environment, when those sites are being viewed on phones and tablets.  Too often, their websites aren’t updated (some are downright stagnant) or optimized, and those that could benefit from social media aren’t taking advantage of it (while others for whom social media may not be the best choice are relying too heavily on it).

Being aware of current trends and incorporating them into your communications strategy makes your company look and feel like a forward thinker, an organization who is a leader rather than a follower.  And really, isn’t that that where every great company wants to be?

 

 

 

Blogging • Brand Message Development  •  Newsletter Content •  SEO-Rich Content Development/Web Copywriting • Sales Materials

 

 

 

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Oh Hail

Quarter-size hail + wind + 20-year-old siding = this.
Quarter-size hail + wind + 20-year-old siding = this.

Why Small Businesses Need a Good Website

Whether you’re a contractor, a manufacturer or a service provider, having a clean, content-rich, updated website is more than just about promoting your business. It’s about providing potential customers the information they need to WANT to do business with you.  

Earlier this month,  much of Billings and the surrounding area was hit by a hailstorm which left roofs, shingles, siding, windows and fences in shambles. Our home was one of those hit, meaning that for the first time we had to file a claim against my insurance and begin navigating the world of home contractors. 

With a plethora of news stories already decrying the number of scams that frequently begin following a major storm, I found myself already feeling a bit anxious. So my husband and I set out online to find some local contractors who had been in the business for awhile, with good reputations both on and offline. What we found wasn’t necessarily surprising, but certainly disheartening.

Other than some of the larger/franchise groups, there were few contractor websites for providers in my area. There were a few websites which looked relatively new, largely templates (no finger pointing there) with little or no content to tell me who they were, how they work (or why I should work with them.)  Sites like these led me to believe that a) these were people who tossed up a website in hopes of taking advantage of the hailstorm (aka those “scammers” mentioned in the news; or b) companies that lacked the experience we want and need to make my home look great again.

As noted in this Entrepreneur post by Mikal Belicove, you have less than a second to make a first impression online–which means you could be losing potential business left and right if your website is dated (and think of what it means to your bottom line if don’t have a website at all.)

So whether you’re a contractor, a manufacturer or a service provider, having a clean, content-rich, updated website is more than just about promoting your business. It’s about providing potential customers the information they need to WANT to do business with you.

Oh–and for those wondering,  we have found a contractor, thanks to referrals by friends and colleagues that all pretty  much pointed to the same person. But you better bet I’ll be talking to him about why he needs a much better website.  If you want to talk about your website, please feel free to contact me.

 

Blogging • Brand Message Development  •  Newsletter Content •  SEO-Rich Content Development/Web Copywriting • Sales Materials

 

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Telling Your Story

Thoughts from a freelance writer

As a freelance writer, I have the opportunity to work on a lot of different projects, from websites to writing magazine articles. Recently, I was approached by a local historic organization and asked to write the brochure for their upcoming home tour–one of their primary fundraising events.

Unsurprisingly, the project required me to take the home tours myself, meeting the current homeowners and talking to them about the history of their homes. As one who firmly believes that a building is more than just a collection of wood, windows and the occasional archway, I also wanted to know more about the homeowners themselves.

One of the people I had a privilege to meet had an amazing story to tell. Born in Boston, she met her first husband during World War II, married him four years later and moved to northwestern Montana. There, this first-generation American became a self-taught artist whose works have been purchased by some of the biggest names in Hollywood. Widowed while still in her 30’s, she raised her four children on her own, moving them across the state to Billings to ensure they had better opportunities. Her home–one of the most distinctive I have seen in quite some time–is warm and beautiful, a perfect reflection of her own personality.

As I talked with her, I became enthralled with her unique life story and asked her if she had written that story. With a wave of her hand, she laughed and suggested that few, if any, would be interested. Detailing the many things I’d learned about her in our time together, I suggested otherwise.

I’m always amazed how people are hesitant to tell their life stories. I’m also surprised at how many companies are equally as reticent to do the same. Oh sure–they’ll tell what products they sell or what services they offer, but they too often refuse to get to the heart of what makes them different, and that is their own story.

Why did the business begin? What was it like in those first years? How has it changed? Why do they offer the specific products or services they do? How do they relate to their customers?  What truly, madly, deeply, authentically sets them apart?  

Failing to take the time to tell your story (and tell it well) means that you’re failing to take advantage of the opportunity to reach your customers.  If you’re having a hard time telling yours, I hope you’ll contact me.

 

  Blogging • Brand Message Development  •  Newsletter Content •  SEO-Rich Content Development/Web Copywriting • Sales Materials