Sookias Media

The Unwritten Rules of Social Media #4 - How to increase your followers

2010-03-20T09:28:00.001Z

So far in this series, we have discussed profiles, how to write updates and why you shouldn't sell via social media.

Now, we turn our thoughts to Unwritten Rule #4 - How to increase your followers.

But before we think about attracting people to your Twitter, Facebook and other pages, you need to think about what they will find when they get there.

Just like a website, they need to find something of interest to attract them to you, browse a while and then decide to follow you.

Be prepared! So, fill in your bio/profile. Add a photo. Post regular comments. Your profile description is the only place that you can tell the world who you are and what you are about. So make the most of it.

Publicise your pages
People won't look for you unless you tell them where you are. Add your twitter address or facebook page to your website, your email signature and your business cards.

Link up your on-line presence
Make sure your followers on one social media site, such as Bebo know where to find you on Facebook and Digg. Ensure you tell your LinkedIn followers who you are on Twitter and where to read your latest Blog .

Retweeting and Forwarding
Just as emails get forwarded, so can tweets and facebook posts. Encourage your followers to forward what you say. This gets your messages to a whole new set of followers, causing a ripple effect across the internet. On Twitter, set and follow trends by using the #hash tag

Talk about your interests outside of work
We all love having a common interest with someone. So finding out that you are a fan of baseball, a passionate cake maker or a supporter of a particular charity will help those with similar interests to follow you and forward your posts to their contacts.

So to summarise:
Be prepared, so people know who you are and what you are about. Publicise your social media addresses on-line and in your other marketing so people know how to find you. Encourage your followers to find you other followers by forwarding and retweeting your posts and find common interests by talking about your passions.

Next time: Unwritten Rules of Social Media #5 - Top tips to make it work for you

The Unwritten Rules of Social Media - part 3

2010-02-19T20:40:00.001Z

So, the unwritten rules we have looked at so far are #1 Use the right profile picture, #2 How to write updates. We now turn to the biggest rule for businesses:

Unwritten Rule #3 - Don't Sell

Now you are probably wondering why unwritten rule #3 is don't sell. After all, companies use social media to generate more business.

The reason is this: social media is a two-way tool. It exists for people to communicate with each other - so we need to use it for conversations rather than advertisements.

Think of it this way: would you go into a room full of people you have never met before and just give a sales pitch to every person you meet? No, you wouldn't. And so it is the same with social networking sites such as Facebook, Bebo, Myspace, LinkedIn and Twitter. We go there to meet new contacts, to cultivate relationships and when the time is right, ask for the sale.

Unwritten rules part #2 discussed how to write updates and in it, I said that if you are using it for business then 80% of your posts should be business-related. By this, they should be talking about business issues, or give examples of what you are doing.

For example, which would you prefer to read?

(a) "Contact us for social media training, PR and copywriting services. http://bit.ly/7Q8vSt"
or
(b) "Just adding in new examples to next week's social media course. Really looking forward to it. http://bit.ly/dr00MC"

Option (a) is a pure advert. However, people still buy from people, even when they meet on-line through social networking sites.

Just promoting your goods and services is a form of spamming and is the easiest and fastest way to stop people following you.

(b) on the otherhand gives an insight into the person writing the post, what they are doing and whether they enjoy it. It gives us a glimpse of their personality and whether you might get on. By mentioning the course and a link to it gives readers the option to find out more if they read the post thinking, 'I wonder what the examples are... and would that course be of benefit to me?'.

So to summarise:
Don't sell, think conversation. Selling on social networking sites is a form of spam and should be avoided. However, mentioning what you are doing, with links to find out additional information is ultimately more effective.

Next time: Unwritten Rule # 4: How to Increase Your Followers

The Unwritten Rules of Social Media - part 2

2010-02-17T20:14:00.013Z

Last time, we learned that the first unwritten rule is about using the right profile picture. Here's number 2:

Unwritten Rule # 2 - How to write updates
Social media is all about communicating and how you write your updates will really depend why you are using the site in the first place.

For personal use
If you are using Facebook, Twitter, Bebo, MySpace etc to keep in touch with family and friends, then pretty much anything goes.

However, do keep in mind that more and more employers are using social media sites to check out prospective employees, so do be careful and try to avoid bad language or compromising photos!

For business
If you are using social media as a business tool, keep at least 80% of your posts about business issues.

Don't overtly sell (there will be more on this in part #3).

It is OK to mention some personal stuff so people get to know you, and your likes/dislikes,. However it is not a good idea to mention lurid details of parties, drunkenness and the like if you want to be known as a serious professional!

Likewise, keep your language clean (i.e don't swear).

Post updates regularly and often so your following get to know and expect to see items from you. It just isn't effective to update 100 things one day and then not touch sites for 6 months...

Leave suitable periods of time between updates and understand that followers on different sites will expect a different frequency of updates. Users on LinkedIn for example tend to expect up to 1 update a day. Twitter followers expect several a day although I always recommend to leave at least an hour between tweets, unless you are engaging in a conversation with someone.

Try not to abbreviate. You will lose followers if you use them too often and people outside your company/industry don't know what they mean.

Add links to things you mention and ALWAYS check links (to make sure they work and to check they are not spam) before forwarding posts.

When re-posting a quote or retweeting on Twitter, give credit to the person who tweeted the information first.

Next time: Unwritten Rule # 3 - Don't sell

How to find inspiration for your blog

2010-01-12T15:22:00.007Z

Blogs are a great way to tell the world your news as well as sharing your thoughts and knowledge. They are a great way of attracting interest in what you do as well as demonstrating how well you do it.

So how do you know what to blog about?

You could just write about what you feel like, whenever inspiration strikes.

That's all very well, but it can look rather disjointed and will discourage people from actively following you if they can't see regular postings that will interest them.

The best way attract more business through your blog is to have a semi-structured plan of what you are going to talk about and why.

For example, if you are blogging to become known as the expert in home gardening and sell garden designs to homeowners, give tips and advice on what to plant, how to prune and top tips when planning a garden.

On the other hand, a blog aiming to attract more clients aged 25-40 to a clothing store would discuss fashion trends and how to put together the outfits worn by famous people who are the same age as its target market.

Top Tips!

Decide WHY you are blogging and WHO you are aiming them at. Imagine sitting down for a coffee with one of the people you'd like to read your blog. Then, think of all the topics of conversation you could have with them if you have never met them before, but want to demonstrate who you are and what you do.

Be yourself. People buy from people, even on the internet. Develop your own style of writing, be friendly and don't be afraid to give away advice. After all, if people gain a benefit, they will keep coming back.

Ideas are like buses; they will all come at once... so keep an ideas notebook and write your ideas down, so you never run out of things to write about.

If you are in the mood for writing, create several blog posts in one go, then schedule them to be posted at regular intervals. This is also a good tip before going on annual leave or if you know your schedule is busy over the coming days and weeks.

The Unwritten Rules of Social Media - part 1

2010-01-12T15:20:00.012Z

So you want to use social media, but like any community, there are unwritten rules. In this series we unravel what these are and how to use them to your advantage.

Unwritten Rule #1 - Use the Right Profile Picture

Profile pictures or avatars are important on social media sites such as Facebook, LinkedIn, Twitter and Myspace as they show others who you are. Mine is shown here.

Admitedly there aren't many other people called Hannah Sookias in the world, but a profile picture is important even when there is little chance of mistaken identity.

Ultimately, people like people. Your pages will seem much more personable to the reader and encourage them to connect and interact with you.

A nice, close-up photo is best and if you are using the profile for business, avoid ones that involve you partying!

Top Tip!

I am often asked whether to use logos or people photos on sites such as Twitter and Facebook business pages.

If the business page is for a large organisation, or several people maintain its updates, then I suggest you use the company logo. However, if it is your own company or a smaller enterprise, I'd still recommend a photograph.

Next time: Unwritten Rule #2 - How to write updates

There's more to proofreading than spellchecker...

2009-12-09T15:30:00.002Z

Have you ever had the situation when you have sent something, only to spot a spelling mistake?

For everyone who has, here's a fun reminder of why it is important to have someone else proofread your information, rather than just relying on spellchecker!

SPELL CHECKER

I halve a spelling checker,
It came with my pea see.
It plainly marks four my revue
Mistakes I dew knot sea.

Eye strike a key and type a word
And weight four it two say
Weather eye am wrong oar write
It shows me strait aweigh.

As soon as a mist ache is maid
It nose bee fore two long
And eye can put the era rite
Its rarely ever wrong.

I've scent this massage threw it,
And I'm shore your pleased too no
Its letter prefect in every weigh;
My checker tolled me sew.

With thanks to Vicki for sending this to me...

Hannah

Hannah Sookias
The Write Solution
Tel: 01283 808460
http://www.copywritingandpr.com/
Digital PR - Website Text - Blog Writing - Social Media Training - PR

How can social networking help my business?

2009-11-30T14:01:00.000Z

Let's start with another question:

What do most people do first when they are looking for information?

Yes, you guessed it – they search the internet using sites such as Google, Yahoo and AOL. Using blogs, social networking sites, digital PR and e-marketing in your business will give you:

More opportunities to be found on-line by potential customers when using search engines

Additional links and entry points into your website

The ability to give useful information that can be used in their decision making process

The opportunity for third party recommendations and reviews

The ability to engage and converse with customers throughout their buying process and life as a customer.

Social networking (using sites such as Facebook, LinkedIn, Twitter and YouTube) allow you to converse with people interested in the products and services you offer and help you to answer their questions, increase your brand awareness and build their trust in your company.

They can also help to boost your search engine rankings as you will be piggy-backing on the social networking sites’ search engine optimisation (SEO) activities.

For example, uploading a video onto YouTube, then embedding it onto your own site helps people to see what you do as a company as well as giving them more opportunities to find you (because YouTube is checked more regularly by Google than your own site will be).

A mention of a new video on your blog, Facebook page and Twitter feed will also encourage people to take a look.

Best of all, you will be able to see which social media sites are best at attracting business, by looking at your website’s analytics to see how people are accessing your site.

It is important to remember that for digital PR to be effective, it must be planned into your marketing mix, just like any other form of promotion. That way, your messages will be consistent and more effective as the traditional and new media promotions will boost and build upon each other.

Want to know more? Please feel free to call me on +44 (0)1283 808460 or email me for a copy of our Beginners’ Guide to Social Media.

The Write Solution provides digital PR packages, social media consultancy and training to help you identify which sites to use, how to plan social media into your marketing and enable it to work for you.

I look forward to speaking with you,

Hannah

Hannah Sookias The Write Solution Tel: 01283 808460

http://www.copywritingandpr.com/

Digital PR - Blog Writing - Social Media Training - Articles - Features - Public Relations

Why the words on your website are important

2009-11-23T08:29:00.004Z

Did you know...?

You have just 3 seconds to grab a visitor's attention when they visit your website

The first sentence is paramount - if you don't interest them here, they will hit the back button

Your information should clearly state the benefits of what you do and why they should buy from you.

For example: which would you prefer to read:

"Thank you for visiting our website. XXYZ Company has been established for 40 years and we are committed to giving our customers excellent service and value for money.

We pride ourselves on the quality of our products and services so please call us if you think we can help you."

"Eye catching designs at affordable prices. Now that’s something to smile about.

At XYZ Company, we are all about happy clients. So, we understand that you want an outstanding creative design agency that gives results and who understands the importance of your budget, however large or small."

Top Tips!

It is really hard writing about yourself and your company. So ask trusted clients why they use you time and time again as this will give you a useful insight into the benefits they value.

Use a professional business writer (also known as a copywriter) to help you write your website text. The Write Solution for example, will help you to:

understand who you are targeting

clearly state the messages and benefits you want to get across

write interesting, punchy, to-the-point text

weave in search-engine friendly keywords and phrases

Want to know more? Read our article, 'Why Use a Copywriter' or give me a call on 01283 808460 - I look forward to hearing from you.

Hannah

Hannah Sookias The Write Solution Tel: 01283 808460

http://www.copywritingandpr.com/

Digital PR - Website Text - Blog Writing - Social Media Training - Features - Public Relations

5 Top Tips - Attending Business Networking Events

2009-11-09T16:30:00.000Z

How often have you been at networking meetings where everyone you meet is all about 'me, me, me'?

They start the conversation trying to sell you something and quickly move on when it becomes apparent that you are not currently in the market for what they are offering. I personally think that these types of people are really missing a trick. Here's why:

Don't dismiss someone just because they won't buy from you personally
Even when someone is unlikely to buy from you, it is worth spending a few moments getting to know them and their business... after all, they usually have at least one contact within their business and social circles who will be in the market for what you are offering. And you never know, they might just have a contact who you've been trying to connect with or who is looking to place a substantial order.

Give rather than receive (use a 'how can I help you' approach)
Having a giving approach rather than a taking one can reap massive benefits. We've already established that people like talking about themselves, so turn their habit into useful information for you.

By asking this question means that people are more likely to tell you the types of clients they are looking for and which industries they sell into, which means you are more able to pass on their details to your contacts.

When they have finished, always say whether you have any contacts they are looking for and thank them for giving you such useful information. Continue by telling the types of clients you are looking for and ask them specifically if they have any contacts in those fields.

You'll be amazed at how much more productive your meetings will be by trying to give rather than receive.

Other people are your best PR
Being recommended is the best form of public relations (PR). People are much more likely to believe someone else that you and your products are brilliant much more than they will believe you. Getting to know people at networking events means they are still able to promote you to their associates and clients, even if they don't buy from you.

Find out what people remember you for
I always find it fascinating to discover how people remember me. At many of the networking events I attend, I give a 60 second pitch about who I am and what I do. By listening to how people introduce me to others is an interesting insight into what people remember from these and the types of topics they are interested in. I then use this information to develop other one minute promotions to build on their interest.

Research and follow-up is important
If there is a delegate list published before the event, do use it to prepare for the meeting. Go with 5 people in mind that you would like to talk to. Ask other attendees you talk to if they know any of them and ask to be introduced.

Always try to follow up meetings with emails, tweets or other social media messages to the contacts you have spoken to. These needn't be all work related - in fact if you can weave a social conversation, it is all the better. How much nicer it is to sign off an email saying. "I hope your son's team has a good game on Saturday" or "Good luck in the Great North Run at the weekend"? It shows you are interested in them as a person as well as their business and something you can build on next time you meet.

Hannah
Hannah Sookias
The Write Solution
Tel: 01283 808460
http://www.copywritingandpr.com/
Digital PR - Blog Writing - Social Media Training - Articles - Features - Public Relations

How often should I blog?

2009-11-02T15:00:00.001Z

What’s in a blog?
Blogs come in all sorts of shapes and sizes. Individuals can blog their thoughts and advice; companies can use it as a diary, introducing new products, clients or events or start discussions with their readers. Some, like mine is a way to share information and knowledge.

Blogs are less formal than a website, and the personality of an individual and the culture of a company can shine through. After all, whether buying face-to-face or over the internet, people still buy from people so blogs are an ideal way to build rapport and start conversations with your target markets.

How often shall I blog?
How often you blog really depends what you want to get out of it and the resources you have to write it and keep it updated.

Individual Blogs
If your blog just to share your personal thoughts, then there are no hard and fast rules – in other words, blog as and when you feel the urge!

Business Blogs
Company blogs however, do need consistency and regular entries. In effect, your blogs are like another website, and an additional opportunity for their keywords are picked up by the search engine spiders, helping prospective clients and current customers to find you and click-through to your website.

Keeping up the momentum
I decided that my company's marketing mix needed at least 2 blog posts per month, with once a week being the ideal frequency.

Now, at this point you are probably glancing at my blog history and thinking, "Hmm, good intentions, but it's not really happening, is it?"

Well, here is where I hold my hands up – I’d unconsciously slipped into the 'I'll do it tomorrow' habit as so many people do when things get really busy... clients come first and our own marketing has taken a bit of a back seat.

Whilst the odd blip short term is OK, longer term, our lack of focus on this part of our marketing means that we have been missed by potential clients who looking for the type of information I can give them.

I still believe that my blogs, and sharing my knowledge and information through them is a major part of The Write Solution's marketing. So having slipped for a few weeks means, I have reminded myself to follow the Top 5 Tips for successful blogging that I give to our digital PR clients.

5 Top Tips for Successful Blogging

Decide your strategy. In other words, how are you going to use your blog? Is it for personal thoughts, as a promotional diary, for sharing thoughts and knowledge, etc?
Decide how often you will blog. Be realistic here. It is better to decided on 1 blog per month and achieve that, than trying to blog once a day and losing momentum after the first week.
Keep a list of blog ideas. I have inspiration at the most unusual times and places. By writing them down means you will remember them – it is so much easier to write a blog when you don’t need to think about what to write first. Also, ask clients and prospects what subjects they would like to read about and incorporate them as part of your sales process.
Set time aside to work on your blog. Write several posts in one sitting. Then, publish one and set the others to be automatically posted at later dates and times.
Let people know when you have posted a new blog – add a comment on your website, send a tweet, publish a message on Facebook and include it in your LinkedIn status. Make sure your blog allows people to subscribe to an RSS feed so they can choose to be informed of your updates automatically.

Happy blogging!

Hannah

Hannah Sookias
The Write Solution
Tel: 01283 808460
http://www.copywritingandpr.com/

Digital PR - Blog Writing - Social Media Training - Articles - Features - Public Relations

A Beginner’s Guide to Social Media

2009-09-23T11:56:00.000+01:00

What is Social Media?
Social media is the group name for websites that offer interaction between users.
They include blogs, message boards and sites such as Facebook, LinkedIn, Twitter and YouTube.

Why should I bother?
Social Media is a way for people to talk to each other in a way that has never been possible before.

Here are some facts:

Over 100million videos are viewed every day on YouTube

Facebook has over 250 million active users

3,000,000 messages are sent each day via Twitter

Over 1,000,000,000 links to blog posts, web links, news stories, photos and notes are shared on Facebook each week.

Even if you think you’ve never used social networking, you probably have by reading a blog or watching a video from a Google search...

How Can Social Media Help My Business?
Social media gives you the opportunity to build your brand. It gives you interaction with your existing clients and potential customers. Most importantly, it gives you a way of talking with them, rather than at them.

It’s like networking, but on-line.

You’ll discover new ways to promote your business and the opportunity to increase your ranking on Google and other search engines. It can help you with PR, customer service, loyalty-building, collaboration, networking, thought-leadership and customer acquisition.

The Rules
1. Listen
Just listen and observe. Research who is out there and who you want to reach. Join sites you are interested in but sit on your hands and resist the urge to start straight away. Good news travels fast... bad news (or comments) travel even faster!

2. Plan
Decide how you are going to use Social Media and work out the time and resources you will plough into it. If you need help, ask for it...

3. Engage
Think conversation not sales pitch. Even on the internet, people buy from people. Let your prospective clients get to know you and your thoughts and don’t start shouting your sales pitch as it just won’t work.

4. Measure & Review
Like all marketing, you need to know it is giving you a return on investment. Analyse website traffic, enquiries etc to see what works and don’t assume that social media will be the answer to everything!

Summary

Social media is here to stay, but without a plan of how we are trying to use it within our marketing mix, it is easy to waste our time and money. However, by putting together a clear plan of who we are trying to target, with which medium and defined messages can help you to interact with clients and potential customers to strengthen your brand and grow your business.

Many businesses I know have begun their social media experience by 'dipping a toe in the water'. And with training in how to plan their use of the different sites appropriate to their business (and in some cases, help writing blogs and posts) have grown its use so that it is now an integral part of their marketing.

If you would like any further advice, do give me a call for a no-obligation chat about using social media in your business - I look forward to hearing from you!

Hannah

Hannah Sookias
The Write Solution Tel: 01283 808460 http://www.copywritingandpr.com/
Digital PR - Blog Writing - Social Media Training - Articles - Features - Public Relations

Have UK businesses got the 'back to school' feeling?

2009-09-09T08:42:00.000+01:00

There's something about autumn in the UK that gets everyone feeling that it is time to get back to business.

Perhaps it is the schools starting their new terms or the fact that business men and women have allowed themselves time off, to recharge their batteries and decide how and where to focus their energies.

So after all the recession difficulties over the last few months, I am pleased that this September is no different – backed up by today’s news that the British economy is showing positive signs of improvement.

So what can businesses do to help them become stronger over the coming months? I believe there are 7 important steps to help you business grow:

Dust off your business plan - know what you are trying to achieve and decide how you are going to get there.
Don’t try and do it all yourself. Use a sounding board and seek out experienced guidance to make the best use of your time.
Develop strategies to identify untapped opportunities. ‘Thinking out of the box’ is a well-worn but ever useful phrase to remember.
Spend time with clients to understand what they really want and to listen to their needs. If your business is unable to help them, see if you can recommend someone who can.
Check how your company is promoting itself. Are you promotions successful i.e. giving out the right messages and are they being heard by the right people?
The media loves good news stories. What have you been doing that they could report on? Can you issue the stories yourself or do you need external help?
Look at your promotional strategy – is it working for you? Do you need to investigate whether more use of social media, or digital marketing is required?

If you’d like to know more, do give me a call on 01283 808460 or come along to one of my autumn workshops. The next two are:

17 September Make the Most of Branding & Blogging £125.00
22 September Grow Your Business £ 50.00

Bookings can be made on-line at http://www.businesstipsandadvice.co.uk/ or by emailing me, Hannah@copywritingandpr.com.

Hannah Sookias, Founder - The Write Solution http://www.copywritingandpr.com/

What’s the secret to a successful blog?

2009-08-17T11:07:00.000+01:00

What’s your answer to the question, “What’s the secret to a successful blog?”

One that’s full of interesting information?

Somewhere that is regularly updated?

A place where there are tips and advice?

Sites that give an insight into the company, their values and ideas?

All of the above?

The biggest blogging stumbling blocks for many companies are being able to:
(a) decide what to write
(b) finding the time to actually write it and
(c) keeping the momentum going.

So what's the solution? Well, blogging should be part of a promotional strategy; it should have a reason and can be planned in advance. Yes, changes can be made to adapt to news items or business circumstances, but on the whole there should be a plan of action and an idea of what to write and why.

The secret for many companies to achieve this is to have a ghost blogger i.e. employ someone else to help them plan and write their blogs for them!

Words of advice: Choosing someone to write your blog for you does contain a large element of trust, so it is wise to spend time with them, putting a strategy and plan together. Decide how often the blog will be written, the topics to be covered and any ground rules (e.g. making sure you see and approve the copy before it is posted).

Hannah Sookias, Founder - The Write Solution http://www.copywritingandpr.com/

PS The Write Solution is the ghost blogger for several clients and offers packages to graphic and web designers so they can offer additional services to their customers. Do contact me if you'd like more details!

Does your website pass the 10 year old test?

2009-08-10T15:43:00.000+01:00

Do you have a website? Have you read it recently? More importantly, have you asked a ten year old to read it?

You are probably wondering by this point why children aged 10 are important - especially if you sell products and services that are targeted at adults and businesses rather than girls and boys.

Well, I'll let you into a copywriting secret - the best marketing literature is written in language that has a reading age of ten.

That way, your text is easy-to-read, it can be scanned quickly and your messages come across quickly and clearly.

This is all vitally important when you only have between 3-7 seconds to make an impression and persuade a visitor to look further into your site, or turn over the page of a catalogue or brochure.

Yes, you can have more technical pages and documents included, but the main pages need to be easy to read and tell visitors quickly and easily what it is you do and why they should buy from your company.

Hannah Sookias
Founder - The Write Solution
http://www.copywritingandpr.com/

PS If you don't have a friendly ten year old, do give me a call and we'll pass it by ours!

Your brand is more than a logo!

2009-08-06T20:58:00.000+01:00

I've recently had the following article published in WiRED, the magazine for WiRE (Women in Rural Enterprise). I've been asked 'what is a brand?' several times recently, so thought it would be useful to copy the article here.

YOUR BRAND IS MORE THAN A LOGO!

What is a brand?
Let’s start with a little experiment. What happens when you read the following words?

Diet Coke
iPod
Cadbury
Asda

Did you feel the refreshing bubbles on your tongue? Or imagine yourself listening to music wherever you go? Were you longing for a bar of chocolate? Could you see the ‘rollback’ symbol meaning cheaper prices?

Don’t worry if you thought differently to me. Branding is how your company, product or service is perceived. It evokes emotions and knowledge of what it is you have to offer and what your customers can expect from you.

It is the first step in the relationship with a potential client. It’s what starts the ‘I’ll talk to them’ or ‘I’m not going there’ decision process. If you have late deliveries, inaccurate orders and a rude receptionist, your brand will be known for those traits.

Strong brands work hard so everyone perceives them in a particular way with the aim of being THE place to get that product or service.

Deciding how you want to be seen
Branding expert, Martin Griffiths from Burnthebook shares this advice with my clients:

“Take time away from your business to review what you offer at the moment in terms of products and services.

“Understand your customer needs – what do your customers actually need and why do they buy? They have both emotional and rational values – in this instance, emotional is more important as this is what makes potential customers buy into your brand.

“Then, think about how you would like to be seen by customers and competitors. Is it very different to now?

“Only start work on building your brand when you have decided what you want to be known for and where you are coming from.

“This core proposition then drives the logos, slogans and advertising messages. It determines the look, feel and words used for your website, marketing materials, PR stories and advertising.”

Building your brand
Today, we go to the specialists we know and trust – such as music from iTunes and DIY products from B&Q. We consider Bosch and Miele items for white goods because they have the reputation for being reliable.

In the same way, you can build your brand. Crucially, everything needs to be giving the same message.

For example, if you are promoting an environmentally-friendly product or service, ensure that you are communicating in ways that support this: digitally where possible, using recycled paper and materials where not. Promote eco-friendly stories about your carbon neutral transport or the novel ways you recycle, reduce and reuse.

When you want to be seen as a low-cost option, make sure customers feel they are getting a good deal - budget airlines have learnt to their cost that consumers feel cheated when their ‘bargain’ suddenly becomes expensive with baggage charges and taxes.

To be perceived at the high-end, price accordingly and ensure that you exceed your customers’ expectations. Help them feel they are getting something exclusive and use your marketing to reassure them that they have made the right choice.

Make sure everyone is on board
Ensure you and your employees are clear on your objectives and know how you want your brand to be perceived. Think through the impact of all your marketing activities and ensure that anything used enhances rather than weakens your brand’s image.

Finally, use a ‘think twice, speak once’ approach to avoid costly mistakes. As Gerald Ratner famously discovered, even an off-hand remark can have an effect - his ‘pieces of tat’ comment ruined his jewellery company’s brand and ultimately lead to its downfall.

Hannah Sookias
The Write Solution
Tel: 01283 808460
http://www.copywritingandpr.com/

PS Want to learn more about using Social Media such as blogs, Twitter, Facebook and LinkedIn to promote your business? "Making the Most of Branding and Blogging" is a practical workshop (in the UK) to help you set them up and start your on-line strategy. Find out more and book on-line at http://www.businesstipsandadvice.co.uk/.

What's the difference between advertising and PR?

2009-08-03T17:27:00.000+01:00

Many people are confused about the difference between PR and advertising, so here is a little story to help you understand the difference:

Fred wanted to go out with a particular girl, so he walked into the
bar where she went with her friends. However, no-one noticed him due to a lack of publicity and he left without speaking to anyone.

The next time he walked into the bar he paid the barman to shout out, "Hey, look everyone, Fred's here!" The advert caused the girl of his dreams to turn and see how attractive he was, but she carried on talking to her friends.

He decided to go away and work on his reputation. He met lots of new people and worked at being perfect boyfriend material.

A while later Fred went into the bar again. Lots of people noticed and started nudging each other. They began talking about how fantastic he was. Their comments included, "He's a lovely young man, always kind and helpful"; "Fred's got a great sense of humour - he always makes me laugh"; "It's nice to see a man who's got a personality as well as good looks"...

The girl he'd been wanting to talk came over to him and said, "I've heard
really good things about you. How about we go on a date so I can find
out for myself?"

And the rest is history - a match made in PR heaven!

When deciding between Advertising and PR, there are some major differences to take into account:

Advertising

It is paid-for information about your company.

It is controlled - i.e. you have complete control over what is shown and said.

Adverts run as often as you are willing to pay for them to be shown.

Advertising creates visibility.

Potential customers know you are paying to promote your business.

Public Relations (PR)

PR is free placement of information about your business.

It is journalist-led i.e. they can say whatever they like, however you present the information to them.

There’s no guarantee that your story will be used by the journalist.

The editorial created from PR gives a 3rd party endorsement of your business.

Potential customers view the articles as independent reviews.

People buy from people who have been recommended.

So, advertising guarantees the placement of your company. Clients know you are paying for it to be there, but it gives an awareness of who you are and what you do.

PR on the other hand generates independent endorsements of your business. These can be product reviews, features or just small mentions of your products and services. Whilst there is no guarantee that your story will be used, potential customers use recommendations within their buying decision process and will rate highly what is said by a third party.

Hannah Sookias

Founder - The Write Solution

Got a question? Please do add a post or email me at info@copywritingandpr.com

Twittering Top Tips

2009-07-27T16:00:00.000+01:00

I've been using Twitter for a while now (http://twitter.com/writesolution) and have been collating my list of top tips.

An internet search will pull up a raft of what to do (and what not to do). I've just listed 15 which I believe are important when using Twitter as part of an on-line media strategy. I've grouped them into sections - Your Profile, Your Strategy and Your Posts.

Feel free to add more - I look forward to hearing from you!

Hannah Sookias
The Write Solution
Tel: 01283 808460
Twitter: http://twitter.com/HannahSookias

PS Want to learn more about using Social Media such as blogs, Twitter, Facebook and LinkedIn to promote your business? "Making the Most of Branding and Blogging" is a practical workshop (in the UK) to help you set them up and start your on-line strategy. Find out more and book on-line at http://www.businesstipsandadvice.co.uk/.

Your Profile

Personalise your Twitter page so it continues to promote your company's branding. Branding is more than a logo; it is your organisation's image on-line and off-line, so make sure every communication method follows it through.
Add a photo or logo so people know who they are following. Ones of you partying with your mates or taken with a camera phone don't look professional though!
Include a concise, description of your business or what your job role is... it's crucial people know what you do so they can decide whether to follow you.
Include your website - it will help improve your SEO ranking by adding an incoming link and help people to find out more when they like reading your tweets and want to know more.
Link your Twitter account so it automatically tweets your Facebook status.

Your Strategy

1. Decide how you are going to use Twitter... For example, it can be used for:

Brand awareness - get your name out there by being seen by others. The easiest way to target potential clients is to follow those you are most interested in (about 30-50) of them. Many will automatically follow you in return, meaning your posts will be seen by them to reinforce your brand.
Marketing - showcase your portfolio by posting tweets that mention what you are working on, promotions, new product developments or services introduced.
Competitor analysis - follow your competitors and see what they are doing (and remember they will probably be watching you too!)
Real-time research - ask questions such as 'does anyone know...' or 'what do you...'
Direct sales - promote offers and links to products and service e-commerce sites

2. Add Twitter to your marketing mix. Remember to add posts about the things you promote in other ways!

3. Write a list of things you want to add posts about. As mentioned below, it is better to tweet regularly and often than 10 in one go, so keep a note of ideas you can refer to.

4, Make a plan of how often you will add a post, I appreciate this isn't always practical to follow, but if you aim to tweet once a day, do it and people will start to look out for your posts.

5. If you keep forgetting to add a Twitter post, add a regular appointment in calendar or on-line diary to help you remember to tweet!

Your Posts

If you are using Twitter as a business tool, keep at least 80% of your posts about business issues. Yes, it's OK to mention some personal stuff so people get to know you, and your likes/dislikes, but it's not a good idea to mention lurid details of parties, drunkenness and the like if you want to be known as a serious professional! Likewise, keep your language clean (i.e don't swear).
Post regularly and often so your following get to know and expect to see items from you. It just isn't effective to post 100 things one day and then not touch Twitter for 6 months...
Try not to abbreviate. You will lose followers if you use them too often and people outside your company/industry don't know what they mean.
Add links to things you mention and ALWAYS check links (to make sure they work and to check they are not spam) before forwarding posts
When re-posting, give credit to the person who tweeted it first.

What is copywriting and why should you use a copywriter?

2009-07-20T09:11:00.000+01:00

Copywriting - whether it is the text for a website, brochure, sales letter or press release - is a moment of opportunity to bring an important message to your potential clients and existing customers.

What you say needs to have impact. It needs to be interesting so people read it. But often what we want to say is different to what people want to read about.

Professional copywriters can unscramble your thoughts and put them in a way that will wow your customers. They take your messages and put them into words that will attract attention, spark their interest, ignite desire and prompt them to take action (the AIDA effect). Copywriters will your message in the right words so you achieve successful promotions.

The best wordsmiths understand how communication works. They take into account that different people have different learning preferences and ensure that their copywriting takes this into account. They will weave into their writing visual, auditory and kinaesthetic phrases to avoid missing a large proportion of your target market.

Often, updating the words in your brochure, on your website or in your sales letters gets pushed aside by the day-to-day tasks that often overrun the marketing manager or owner of a business. Using a copywriter means that you will have your new words ready when you need them - on time and within budget.

It takes just one call or email to start communicating with your customers on a new level by using the right words to promote your messages...

Want to know more or see some examples? Visit http://www.copywritingandpr.com/ or call Hannah Sookias on 01283 808460.

How to choose a web designer

2009-06-18T20:53:00.000+01:00

I recently answered a question on LinkedIn about what I look for on a web-agency's website. I speak to several people each week who how to choose a web designer, so thought it would be worth me giving some pointers.

HOW TO CHOOSE A WEB DESIGNER

Look at their website. Do you like it? Does it convey the image you are trying to create or aspire to?
Does the home page tell you the benefits of using them over someone else?
Is it easy to find out what they actually do... and are there clear links to their 'What we do/about us' sections
Does their site use clear, simple language? The best sites use language that is suitable for a reading age of about 13. This is because it is quicker to scan 'simple' text encouraging visitors to read more than a site full of detailed technical writing.
Does their 'What we do' section should have brief summaries of all their services with 'read more' links to more technical pages explaining them in greater detail? This is because it is often a a non-technical person who initially searches for a web agency. However, the more detailed, nitty-gritty techincal stuff should be there in case you want your IT person to check they know what they are talking about).
Are there examples for you to check out? Do they work for many organisations? Do they have experience of companies like yours?

If they tick all the boxes, meet with them. Don't be pressurised into using their in-house designers - if you want to use your own graphics designer to ensure your brand identity, they should accept this and be happy to work with them.

Also, think about the text for your website. I strongly believe that the hardest job is to write about your own company. Using a specialist copywriting company, like The Write Solution will help you create the right tone for your site and produce the text in a fraction of the time it will take you. Experienced writers will be used to liaising with you (the client) as well as a graphics designer and website designer - at The Write Solution, we often project manage the website development process because we are in this central role.

I hope this helps! Do feel free to contact me if you'd like to know more.

Hannah Sookias
Tel: 01283 808460 hannah@copywritingandpr.com

Can a charity's advert be 'too shocking' for TV?

2009-06-11T20:44:00.000+01:00

The MND Association's new advert has been banned from TV as it is 'too shocking'.

My mum died several years ago from Motor Neurone Disease (MND). Sadly, 5 people still die from the disease every day in the UK and at any one time there are around 5,000 people living with disease across the country.

It is the MND Association's 30th anniversary this year and it is working hard to both raise awareness and find a cure. I think it is great that they have a billboard awareness campaign on the London Underground and at mainline stations across the UK from Monday 15 June.

Their advert has been screened free in selected cinemas and yes it IS shocking. But so is the disease. You can judge for yourself by watching Sarah's story at http://www.sarahsstory.org.uk/.

The advert was created with the help and support of people currently living with MND. It has no cure and as the disease kills the motor neurones (the message carriers from the brain to our muscles) so the person loses mobility, speech and most things we take for granted.

Please help me to raise awareness for the MND Association by watching the advert and then telling 5 of your friends and asking them to tell 5 of theirs -either by email, Facebook, a blog or Twitter.

Thank you so much for spreading the word and helping us to free the world of MND.

Hannah
Tel: 01283 808460
info@copywritingandpr.com

PS Do contact me if you have any questions after watching this or ring 'MND Connect' on 08457 626262.

Did Swine Flu give a bigger boost to the UK economy than monetary easing?

2009-06-09T11:17:00.000+01:00

For weeks, the news was all about the recession. Then, just as the downward spiral seemed never ending, Swine Flu appeared!

Suddenly, we had something else to talk about. This was followed by the MPs expenses scandal and the 'R' word was pushed to a smaller news item on TV, on-line and in newspapers.

We stopped thinking about the economy in a negative way. We started to have conversations that weren't focused on financial doom and gloom and we began to look to the future.

I know we are not out of the woods yet. And perhaps monetary easing has had a positive effect. However, let's keep boosting the economy by keeping our positive outlook and help our businesses grow.

Hannah Sookias

The Write Solution

Tel: 01283 808460

http://www.copywritingandpr.com/

Promoting your business – 3 things you can do TODAY

2009-06-01T13:42:00.000+01:00

Make better use of testimonials
- Ask happy customers for a quick sentence on why they use your company.
- Confirm they are happy for you to use it in promotional materials.
- Use it! Add it to your website, leaflets and adverts.
Cross-sell to your existing customers
- Tell your customers what else you do (by phone, letter or email).
- Give them a ‘valued-customer’ incentive to try something new
- Thank them for their customer and give them a sample to try of a product or service they are not currently buying from you.
Tell your stories
- Talk to your customers: how are your products helping them?
- Speak with your employees: what’s happening? Can your company help them in a fundraising endeavour?
- Add stories to your website as examples or news. Make friends with your local reporters and let them know what’s happening too.

Want some help or advice? Give me a call.

Hannah Sookias - 01283 808460

www.copywritingandpr.com

Twittering on twitter...

2009-05-27T20:36:00.000+01:00

First it was Friends Reunited, then Facebook and LinkedIn.
Now it's Twitter...

Social networking has boomed over the last few months, but is it just a trend?

Everyone seems to be talking about it - Chris Moyles has spent at least 10 mintues each day this week talking on his BBC Radio 1 breakfast show about who he's been twittering with.

My own personal opinion? I think it's great, I just wish I had more time to do it. Some people seem to tweet all day. Do they actually do any work? Perhaps it is a great way to seem as if you are working but actually you're not...

What are your views? Do you tweet? Does it have a great impact on your business? Let me know - I'm interested in hearing your thoughts so I can decide whether to become a serious on-line twitcher.

Hannah Sookias
+4 (0)1283 808460
http://www.copywritingandpr.com/

How important is correct English?

2009-04-16T23:25:00.000+01:00

A few years ago, I received the following text in an email:

Aoccdrnig to a rscheeachr at an Elingsh uinervtisy, it deosn't mttaer in waht
oredr the ltteers in a wrod are, the olny iprmoetnt tihng is taht frist and
lsat ltteer is at the rghit pclae. Tihs is bcuseae we do not raed ervey
lteter by it slef but the wrod as a wlohe.

Whilst this research is probably correct, I still feel that glaring spelling mistakes and incorrect grammar in brochures and on websites may change a reader’s perception of the company. One small misspelling in a 20 page website probably won’t hurt, but if the home page is littered with them, then the professionalism of the company will probably be questioned.

Spell check is a great invention, but it isn’t a ‘what I meant to write checker’ and it doesn’t help on those tricky situations when you need to choose between ‘their, there and they’re’ or ‘practise and practice’.

Top Tips

I try to leave a couple of days between writing and proofreading so I read what is there, rather than what I meant to say. If in doubt, use a colleague, friend or us to read through important documents
Remember to proofread leaflets, brochures and sales letters before you print them, even when they have been professionally designed... It is not always possible for graphics designers to copy and paste your words and they often break up text to try out different formats to ensure you receive the best design possible.

Why do you need a writer?

2009-03-11T19:58:00.000Z

Imagine a blank piece of paper: smooth, clean and ready for words. It is a moment of opportunity to bring an important message to potential clients and existing customers.

Shall it form a sales letter, words for a website, a leaflet or a brochure?

It needs to have impact. The words need to be read.

What shall you say? How will it start? Which group of words will have the most impact? Will your message be heard?

You want it to be interesting. You want people to read it.

Which words will work best?

You’ve just realised you need help. Someone who can unscramble your thoughts and put them in a way that will wow your customers.

You reach out your hand... and pick up the phone. You need the help of a writer.

One call and you know the job is in capable hands. You breathe a sigh of relief and get on with your day, looking forward to the perfect words being delivered your way.

Hannah
Tel: +44(0)1283 808460
Email: hannah@copywritingandpr.com
www.copywritingandpr.com

Local companies using recession to become more competitive

2009-03-06T14:02:00.000Z

Businesses are finding new ways to be competitive in the recession through a series of business growth workshops being held in the Midlands.

The seminars are run by The Write Solution and IntegritUs Ltd.

Dave Lees and I believe passionately that with the right tools and techniques, local business can build on their strengths and beat the current doom and gloom.

With many years of experience in a wide-range of industries, we give local businesses tips and advice they can implement immediately that will make a difference to them in the coming weeks and months.

I believe this is the ideal time for firms to be looking at what they do, deciding where they want to be and finding new ways and opportunities to get them there.

In the workshops, Dave shares how to create an opportunity mindset and plan for success whatever the economic situation and I reveal the secrets to successful business promotions and explain different marketing tactics including public relations (PR).

An attendee from our last workshop, Richard Beldon from Lets Go Local said, “It was informative, creative and fun. It got the juices flowing nicely for the year ahead and was the kick start I needed to 2009!”

Our next seminar is being held in Burton-upon-Trent on Friday 13th March 2009, 9am – 4pm and costs just £50.00 per delegate. To book, call Hannah on 01283 808460 or email info@copywritingandpr.com.

Business Success - Don't Leave it to Luck!

2009-02-17T20:46:00.000Z

Our next business workshop is on Friday 13th March 2009 and aptly named, Business Success - Don't leave it to Luck!

You've probably guessed that I'm not superstitious... and we thought this date was a good one to prompt business men and women to think about how they can not only survive but thrive in the current economic climate.

Dave Lees from IntegritUs Ltd and I will be encouraging attendees to create an opportunity mindset and plan for success, whatever the economic situation as well as sharing different promotional tactics including public relations (PR).

With many years of experience in a wide-range of industries between us, our tips and advice really are tried and tested - and best of all, they can implemented immediately to make a difference to them in the coming weeks and months.

It's aimed at small and medium-sized businesses and we've kept the price at a recession-busting level too, at just £50 per person.

Download more information and a booking form from our website, www.copywritingandpr.com. We look forward to seeing you there!

To blog or not to blog..?

2009-02-17T20:01:00.000Z

I've thought about blogging for ages and I've now taken the first steps! Exciting stuff...

But the decision 'to blog or not to blog' was taken after some serious thought. Yes, I want all the advantages that blogs bring, but I believe blogging with a business purpose also requires commitment and some thought to make them worthwhile.

So how am I going to use my blog? Firstly, to give tips and advice about copywriting and pr - after all, that's what I do and what I'm passionate about. I'll also share news about the clients I am working with and the workshops I'm running throughout the year.

Want to know more or have questions about copywriting and pr but never dared ask? Please feel free to post a comment or send me an email and I'll happily answer them for you as there's bound to be other people glad you've been brave enough to ask them!