Are you confusing and losing potential clients with your alphabet soup?
Did you know that CIA is not just the acronym for the Central Intelligence Agency in the United States? It’s also the acronym for the Culinary Institute of America.
If you are marketing your product or service to an international audience, you need to understand that not everyone will immediately recognize the acronyms you use. People who are new to your field might also not recognize an acronym! You don’t want to risk alienating folks or making them feel like “outsiders” when they don’t know which company or organization you are talking about.
Our daughter plays ice hockey. Sometimes, we notice her doing something that seems out of the ordinary and we’ll ask her about it.
For example, after one game, we asked her why she was staying so far back by the blue line when the play was deep in her team’s offensive zone. She told us the coach specifically said that he needed her to hang back and hold the blue line, because her defensive partner liked to “go on excursions.”
These have always been important things for a small business to have, but in these trying times, how can you get or increase yours?
I am excited to announce that I’ve been selected to speak at the Small Business Grit Virtual Summit Series, May 18-29, 2020. The theme of the summit is “Resilience,” and my presentation topic will be “Consistency: The Key to Creating and Maintaining a Brand Image.” Continue reading →
I have a problem with jargon. Many businesses think that using a lot of industry-specific terminology in their marketing materials makes them sound more impressive.
“Pimp your SEO for killer ROIs!”
But it doesn’t make you sound impressive. It sounds fake. It sounds like one of any number of jargon-spewing social media accounts I see out there featuring some 20-something guy in a suit standing next to an expensive car and claiming to make six figures per month. Continue reading →
I get a lot of compliments on my tagline – No app can replace me! – so I thought I’d take a moment to mention how it came to be.
Basically, I got tired of seeing creative writers and business folks talking about how they don’t need a copy editor, because they just run their texts through a grammar-check app and that’s good enough.
But the job of a copy editor is really so much more than checking spelling and punctuation. Continue reading →
Your business plan is your roadmap to success, and if you have built your own business – and particularly if you have had to seek bank or investor financing – you have probably had to write one.
But once written, how many of you have actually gone back at a later date to update your business plan?
It’s not a bad idea, even if you don’t need another round of bank or investor financing. Merely the act of writing – or updating – a business plan is a good way of refocusing your mind on where your business is going, how it is changing, and how you can keep it on a growth trajectory. Continue reading →
A recent client came to me because she wanted to redo her websites in English. One of the problems she told me about was the fact that her clients love her, but after getting to know her, they say: “You know, your website sounds nothing like you…”
Then, I was being interviewed for a podcast, and the host told me she gets the same reaction.
This got me to thinking about how the “voice” of your website works for or against you when you’re reaching out to your ideal client.
I had a great conversation with Nancy Becher, Business Strategist and host of the “Don’t Wait Til Pigs Fly” podcast. In this episode, we talked all about the importance of consistency – not just in branding, but in everything you do.
We also talked about things people need to know when hiring a copywriter to help them with business texts. Continue reading →