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Wednesday, November 25, 2009

POWER THOUGHT OF THE WEEK: Holiday Social Networking, Part 1

Power Thought of the Week with Patricia Parham, Ph.D.

Reach Out to New Target Audiences

The holidays are an opportunity to celebrate and meet new people – virtually. Powerful social networking during the holidays may involve getting to know a new group of people on-line. Use the advance search features of social networking sites to identify new target audiences, those who are not like you, but who need the services that you offer. While you may not discuss your business directly, you can help your new friends solve problems that they share. Start the sharing that builds relationships.


Patricia A. Parham
Parham Enterprises
www.parhament.com

For more information, please visit Patricia's TNNW Bio.


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NET-TECH REPORT: How To Write A Search Engine Optimized Press Release


Net-Tech Report with Chris Kauza

A tough economy can make it seem like three is very little good news, but the fact is great things are happening everyday – and usually in one of the millions of small and mid-sized business operating today. So how can you “tell the world” about your great news? This month's article is the first of two parts that will tell you how to cost-effectively let your customers and prospects know what's happening at your company.

A press release is a tried-and-true method of “getting the word out” out your company's products or services. And until recently, all you had to do was write the press release and send it to newspaper editors and various wire services – usually for a significant amount of money.

Today, with the death of newspapers, the morphing of “wire” services and the continued exponential growth of the Internet, it has never been easier for the small and mid-sized business owner to get massive exposure for relatively little cost. I'll use this article to describe the process we use at my company (www.Fett Marketing.com), and show you a free tool and methods that you can use to do this for yourself. If you follow what I describe, you will help get the best possible exposure for your company's product or service.

SELECTION OF KEYWORDS FOR YOUR PRESS RELEASE

Before you begin writing your press release, the first thing you should do is to write down the primary keywords for your product or service. This is a time to brainstorm – you know it best – what do you think they will search for?

A tool you should use to help you is the Google AdWords Tool. This is an online web-based application, that Google provides to AdWords buyers, to help them plan their AdWords campaign. But you can use it – for free! - to get an idea of how may people each month are search for words similar to (or exactly the same as) the ones you use to describe your product or service. This will give you some validation for how you describe your product or service, using actual search engine data. Even though it's free to access, that is priceless information for you!

As a guideline, let's suppose that your press release is announcing that you are now launching your own recipe website with a database full of thousands of recipes. Obviously your target market here is to find the most popular but *targeted* keywords that deal with recipes, because your target market is people who want to buy recipes..

You can use the Google AdWords Tool to do your keyword research. You'll notice that the most popular keyword are the words "recipe" and “recipes” with a total of over 37,200,000 searches each month. Obviously if your site shows within the top ten with that keyword then you'll be very pleased. However, it will take you substantial time and money to get highly ranked for a search term like this, because it is very competitive. You will need to target your keywords more, so you can get more relevant traffic to your press release.

Adding other relevant terms will help; for example:
  • christmas recipes – 110,000
  • quick and easy recipes – 74,000
  • low fat dinner recipes – 6,600
  • healthy salad recipes – 5,400

Making your terms more specific results in a lower number of people searching for what you have. You might think it's counter-intuitive to want “fewer people” but you should know that generally speaking, the more specific the search term, the more likely you are connecting with interested people (A.K.A. - buyers!).

These so-called “long-tailed keywords” will do more to drive specific traffic / customers to your information, than trying to spend a lot of money and time to get ranked for very general keywords. Now that we've discussed keyword selection, let's discuss the actual writing of your press release.


WRITING THE BODY OF YOUR PRESS RELEASE

good rule of thumb for press releases is that each one should always answer the “5 Ws” - Who / What / Where / When / Why. Further, they should always be written in the third person – never “I / Me / My” - neutrally listing the main points of your product or service. Remember that you are writing a "news" story, therefore you cannot write it as if *you* are trying to sell the user something. A press release is not an advertisement, and it should not be written as one.

Your article should be approximately 300-500 words in length. The main body of the press release is where you are going to “sell” the reader on the key points of your product or service – these are the things that make it newsworthy. Answering the following questions should help you:

  1. What makes this service or product special?
  2. What separates this service or product from the rest?
  3. Website Link (this is to ensure that those looking for immediate info can divert to your main site)
  4. Conclusion that calls the user to action (to visit your site)

Next month I'll talk about how to “get the word out”so that you increase the likelihood that your press release will get get picked up and seen by the relevant search engines and customers. If you'd like more information, feel free to contact me directly at ckauza “at” FettMarketing.com, or review our website at www.FettMarketing.com.

For more information, please visit Chris' TNNW Bio.

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REAL ESTATE ...AND OTHER THINGS OF VALUE: Sometimes: Just Walk Away

Real Estate...and Other Things of Value

with Yossi Feigenson


I have finally arrived. I am now among the legions of great authors, novelists and essayists. I can put my name alongside them. What a monumental achievement to be in this illustrious company. Nope, I wasn't discovered up by a publishing house and given a three book contract. Nor have I written a groundbreaking bestseller. For the last few weeks I have merely suffered a severe case of writer’s block. I simply refuse to write. It’s not a lack of ideas. Not a lack of subjects to write about either. In simple words, it’s an intrinsic inability to put pen to paper.


I recently travelled on a lengthy plane ride. And, I had visions of writing deep into the night, high above the Pacific Ocean, while my fellow passengers slept. I had pad and pen all ready. I would fill up volumes. My thoughts would flow and the prose would be like nothing I had written before. Alas, nothing happened. Not a single word was written. Once at my destination I thought I would write about all my experiences; to record and document all I’d see. Not a word. I thought when I would return I would write about all the wonderful things I'd seen and felt during my travels; Still nothing. For full disclosure, I did scratch out one article but that was due to the fact that I have a writing obligation to The National Networker, who so graciously publishes me.


So how do you break the spell? And what does this obstruction mean and what does it represent?


I've always been told when you’re a bit frozen and not sure of how to proceed, just do what you know. Regardless of how you may think at the moment, action is the most important thing. Just push through whatever is blocking you. Be it fear, laziness, disinterest, disillusionment. Get through it.


What to write about? It doesn’t matter. The important thing: just write. Don’t think about it, simply write from the heart.


Lori Williams, an attorney from Michigan, who is one of my “online networking friends”, wrote this to me recently in an email regarding writing: “Yep, I believe that type of writing is inspired and authentic and that’s why it flows. Not everyone will relate to it, but you/I/any author has done our part when we write from the heart.” When you feel blocked, allow it to come from the heart, the words will flow much better and often write themselves. But, what do you write about?


Perhaps, here is the problem. There are often things that are being experienced that don’t want to find expression in words. Maybe, you’ve run out of inspiring and uplifting words? There may be confusion, and the point of writing is to enlighten, not to confound.


For many, across many industries, it’s been a very trying 12-18 months. I know this because I'm an avid networker and meet lots of professionals and sales people. I’ve heard many stories from a wide range of professionals; attorneys, architects, real estate brokers, mortgage brokers, retail store owners, restaurant owners, manufacturers, consultants, and just about anyone across all professions, about how this has been a period of time that far exceeds any previous difficulties in the past.


In my writing I like to look at a challenge, see it for what it is and find ways to use it to catapult us to more action, to improvement. To see a difficulty as a blessing of sorts, one that is placed there for us to learn from and grow through. That's the motto I live by.


However, you don't always have the words. When you've exhausted all words, when every conceivable idea has been tapped into, when you feel dry of any resource to improve what is the next move? The same question can be asked about your business. What is the next move?

Jump ship? Not entirely practical. If you are a bit older than fresh out of college, as some of us are the job market isn’t so hot. Your amazing skill sets don't count like they used to.


At this point the one thing left to do is reach deep within ourselves and understand that there are things that are beyond our control. We need to gain the understanding that we don't have all the answers; that as much as we try, if it’s not there it’s not there.


After hundreds of hours of thinking, meeting, strategizing, coming up with new approaches to marketing, new approaches to clients, new systems and renewed commitment to getting “out there”, you realize that this may a time period that is beyond what you can change.


How long can you go on questioning and doubting yourself? That's an unhealthy counter productive behavior. Negative thinking and constant “self analysis” leads to too much inward examination and not enough outward action. Becoming too self obsessed with what you may be doing right or may be doing wrong, especially when results are at less than optimum, can lead to complete disillusionment and ultimately burnout; from which it’s tough to recover and regain your vitality.


In discussions with several people whom I admire and hold in high esteem, this is the message that we need to heed: You need to stop obsessing about each and every thing. You need to stop letting your mind be so overwhelmed with everything you may be lacking. Your conscious mind needs to take a rest from it all. Allow your inner voice to begin taking its place. Somehow, keep doing what you know works. And allow for something to unconsciously happen.


Sometimes, when I’m anxiously waiting for a phone call from a client or a business associate, regarding a business matter, I simply go out for a walk, stop focusing on it. Inevitably, each time I do that the phone rings.


So I needed to put the pen down for a while. Something was telling me to step away and not think. It was time to NOT try and make sense of everything; to NOT attempt to find all the answers; to NOT try and uplift and motivate. But rather, to let it be. Only after that can you come back and pick up where you left off, with, perhaps, a new perspective, or at least, some renewed vigor.


For more information, please visit Yossi's TNNW Bio.


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The Emergence of The Relationship Economy

The Emergence of The Relationship Economy
The Emergence of the Relationship Economy features TNNWC Founder, Adam J. Kovitz as a contributing author and contains some of his early work on The Laws of Relationship Capital. The book is available in hardcopy and e-book formats. With a forward written by Doc Searls (of Cluetrain Manifesto fame), it is considered a "must read" for anyone responsible for the strategic direction of their business. If you would like to purchase your own copy, please click the image above.

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