Tag: Montana

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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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Being Different Makes a Difference

Making Your Brand Stand Out

A few days ago I had the opportunity to work with one of my clients on one of their RFP’s. We talked through presentation ideas, from content to binding and discussed key elements. What we all soon realized, however, was that our primary goal was this: simply stand out.  Not by the cover or the way the document was going to be tabbed—but in the proposal’s one-page introduction.

Now it may seem obvious, but it’s actually harder than it sounds. In a stack of RFP’s in which the contenders are in the same industry, generally doing the same thing, being different isn’t easy. Being different means taking a risk, it means having to be willing to prove that you truly are unique—and that the uniqueness of your company and its brand is a good thing.

I suppose it’s time to let the cat out of the bag here: this post isn’t really about how to win an RFP. There are dozens—hundreds even—of posts out there that posit precisely how to win one, or why you shouldn’t care about winning them or a host of other discussions. What the experience of dealing with an RFP called to mind for me was the importance of developing and sharing the right message regardless of the type of project you or your business is working on.

Whether you’re working in healthcare or horseshoeing, the fact is that if you don’t know what you do better than your competition, and don’t have a way to share those differentiating factors, you will never be able to successfully achieve your goals.  In fact, not knowing what sets you apart will ultimately waste your time and money as you chase after business you may never win, and ignore business that could easily be yours.

One of my favorite articles about brand building is this one from Inc. At its core is the principle of proper messaging—and standing out or being different in the right way.  As noted by Carlos Martinez Onaindia, co-author, Designing B2B Brands: Lessons from Deloitte and 195,000 Brand Managers (Wiley, 2013):

“Differentiation is not about differentiation from your competition. It’s about how you engage your people and your stakeholders so they feel in their minds you are different.”

My clients won’t know for a number of weeks whether or not their RFP will be the winning one and, as with any company going through the RFP process, have a lot of work ahead of them. But as noted by one of the sales team after receiving the introductory page I prepared for their review, “Wow…it’s different from any [industry] bio I’ve seen, and that’s exactly what we need.”

 

Being different makes a difference to companies of every size, in every industry. Do you know what sets you apart?  If not, I hope you’ll contact me. And in the meantime, I’ll leave you with a little RFP-style humor:

Dilbert

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Spring Resolutions From a Freelance Writer

As business owners, we must re-commit to our resolutions every day.

I realize that most people make New Year’s Resolutions, but if there’s one thing I’ve learned since launching my own freelance writing business, it’s been that resolving to do specific things is something that is done every day. As we finally have some sunshine here in Billings, Montana, and the trees are at long last starting to bud and blossom, I decided to call mine for the day “Spring Resolutions”.

There’s a passage in the New Testament which reads, in part, “Physician, heal thyself.” In other words, don’t start pointing out flaws in others that you yourself possess.  The other day, I was talking with client about how they needed to more frequently update their website…when they gently pointed out to me that my own site hadn’t been updated recently.  Drat.

Now, since launching my business as a full-time freelance writer several months ago, I have had a lot of great opportunities to work with companies and organizations locally and regionally. I’ve written blogs and websites and print articles and branding documents for them and have loved every single minute, hour and day of it. But admittedly I have been so focused on their marketing and advertising efforts that I totally neglected my own.  

So I have resolved today, this beautiful spring day, to “heal myself”. In other words, to write this post and put a plan together to do so more frequently (and consistently) in the future so that I can ensure my own business is as thriving and healthy as the organizations with whom I am privileged to work.

Do you ever get so busy focusing on your customers’ businesses that you run out of time (or just simply neglect) to focus on your own? I’d love to hear about it–and your own Spring Resolutions.

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Why This Writer is Fascinated by Graphic Design

Were I to begin my career over again, which would mean rolling back the hands of time to such a point they might actually snap off, I think–no, I know–I would have become a graphic designer.  Now keep in mind that when I headed off to college with communications in my sights, I didn’t really know a lot about graphic design. But when I had the opportunity to begin working with great designers, I instantly became fascinated by their work.

As a freelance writer, I generally spend my days crafting content.

Some copywriting is obviously pretty straightforward; after all, a website sometimes has to be more informative as opposed to more entertaining. Other days, I do get to play, creating “word pictures” as I strive to describe people and events in a way that bring them to life on a page (or screen, depending on the medium.)

Good graphic design has the power to do the same, but with color and images and lines and circles. If I see a great design on a web page or a beautiful logo, it speaks to me. I can see in an instant what a business is all about in a font or a shape. It can convey an emotion from elegantly peaceful to wildly energetic.   As noted by Randall Smith in this Forbes article,

“If good design is doing its job, it is managing your perception of an experience in many ways–both obvious and not so obvious. How you feel, and therefore if whether you’re going to engage and buy, is directly influenced by the design of a website, a package or a business card.”

Most importantly, however, good writing and content development can and should go hand-in-hand with great graphic design.  Quality design can bring your prospective customers to a website or inspire them to pick up a package; quality content can help them finalize their buying decision.

Do you have thoughts about how great graphic design and great content can work together? I’d love to hear them.

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Why Your Business Needs a Content Development Strategy

Why did you decide to create a website for your business or organization?

Don’t worry, if you’re sheepishly thinking “because everyone else had one” or “people said I needed to put something up online” you’re not alone. In fact, there are countless business owners just like you who went through the process of buying a domain, adding some copy and launching a site perfunctorily, just another check on the long list of things you had to do.

You’re also not alone if you thought that creating a site was enough. Your full-time job, after all, is running a business. The odds of you gleefully looking forward to updating the site with new copy, videos or blog posts are slim, if not non-existent. 

If this describes you, then you’re not going to love what I have to say next–but I need you to stay with me.  If you want to make the most of your online investment, then you need to have–and execute–a content development plan is a must.

So what is content development? Google it, and you’re sure to find a lot of definitions. This is how I explain to my clients, however:  content development is creating, organizing and strategically sharing articles, videos, graphics or other types of content to attract and engage with existing and potential customers.

Whether your company is B2B or B2C, a good content development strategy

  • allows you to educate your audience about who you are and what you do
  • keeps your website and other online properties looking and feeling new
  • can, when executed with SEO in mind, improve your website page rankings

I’ll be discussing content creation in future posts, but if you have any questions or would like to talk about developing great content for your business, contact me today.

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