What I Won’t Be Doing in 2019

I love making my to-do lists. I find them to be very helpful. I have one for annual goals, one for longer-term or non-deadline specific goals, and then my weekly calendar with the top 3-4 things that have to be done each day.

However, I realize that I need to also keep a not-to-do list. This list would remind me of things that I should stop doing, or should limit. At the top of this list is to limit my time on social media between 9:00 am and 9:00 pm. Those are the hours in which I work and spend time with my family. At work, I simply don’t open browser tabs for Facebook or Twitter. At home, I leave my smartphone in my purse or on a table, away from where I am sitting.

I also would add to the list the business services that I want to stop providing. It’s the whole 80/20 rule. If 80 percent of my income is derived from 20 percent of my activities, then wouldn’t that mean I should focus on the 20 percent of activities that is bringing in the most income and stop doing the less-satisfying activities that are just not worth it? Continue reading

Should You Consider a Selfie Station to Promote Your Business?

I’m not usually a selfie-taker, but there have been some selfie stations that were just so funny, I couldn’t pass them up. There was the time I posed inside a reproduction Baker’s Dunk at an old Silesian castle (#torturemuseum). Perhaps you’ve been known to stick your head through a picture of a jouster at a Renaissance Festival (#renfair), or stand inside a large speech bubble in a major city (#BeBerlin) – or even to simply pose with a costumed mascot at a sports game (#GoNats). All of these are ways businesses and institutions use to get someone else to do the marketing for them.

Small business owners have limited resources when it comes to online marketing – limits both on staff hours and funding available to dedicate to promoting the business on social media. However, this doesn’t mean they have to resolve themselves to being hindered by these limits. Continue reading

Alternatives to Translating Your Entire Website

I’m going to let you in on a big secret: Not every business needs to translate its entire website in order to reach customers that don’t speak their native language.

It’s true.

On a sheet of paper, make a list in one column for all of the pages on your website. Each of these pages is a way to reach out to customers, right? Do you have some landing pages online? Include those, too. Continue reading

6 Things that Must Be in Your Next Newsletter

For many businesses, the regular newsletter is the primary way they communicate with past, current, and potential customers. For authors and publishers, it’s the main way they connect with readers. Unfortunately, if your newsletter is missing crucial information, it may not be as useful as it could be at engaging readers or stimulating business. In fact, you may even create a negative reaction in your readers, achieving the opposite of the effect you want.

I’ve copy edited newsletters for many of my clients and subscribed to dozens of others, and here are some things I’ve realized are “must-haves” when you are trying to make the most of your email list.

1. Link to website.

I can’t tell you how many times I’ve received newsletters without links to the sender’s website. Sometimes, there aren’t even links to the products or services being offered. If I read your newsletter and can’t easily click from it to your website, chances are I’m not going to close the email, open my web browser, open a search engine, search for your business name, navigate through the search results to find your company’s website, and then click to visit it. You’ve just lost a potential customer. Are you an author or publisher announcing a new book? If you don’t provide a link to the book or your website, there go your potential sales. Continue reading

Get Your Bloggers on the Same Page with a Style Guide

Many companies have several employees who regularly contribute posts to the company blog. But how do you make sure that all of your bloggers are “on the same page” when it comes to frequently used terms, corporate lingo, and tone?

SamePageI copy edit blog posts for several clients, and I recommend the use of a “Brand Style Guide” that can either be distributed to all of the bloggers, or simply used by the copy editor (whose job it is to ensure consistency throughout all of the company’s marketing text – both digital and print).

What goes into the style guide? Here are a few of the things I regularly include for my clients, and which I highly recommend if you want to start setting up a style guide for your own company. Continue reading

How Copy Editing and Branding Go Hand-in-Hand

When you are establishing and maintaining a brand identity for your business, you need to pay close attention to your text across all of your digital and physical marketing materials. Consistency is of utmost importance in making sure potential customers have a clear understanding of your brand.

brands-floodAs a copy editor, I’ve seen the common problems small businesses have when they are trying to establish their brand identity and gain recognition among potential customers. But it’s not just small businesses that have problems maintaining consistency in their business marketing materials. Every established business goes through staff changes – and when staff changes, it may take new employees a little time to memorize the branding identity manual carefully crafted by their new employer.

This is why it’s crucial to have a good copy editor review your materials. Here are the key branding elements I focus on when I am copy editing for businesses. If you have a copy editor on staff, they need to ensure the consistency of these elements.

1 – Consistency in references to your company name.

Every person in your company – especially every person on your marketing team (including the interns who post on your social media channels) – needs to know the rules for spelling, punctuating, formatting, and capitalizing your company’s full name and common name. Even if they do know the rules, mistakes happen, and this is where having a copy editor review your website and brochure text can help.

Continue reading