Cat's Eye Marketing Blog

10 for 2010: Flab-Busting Marketing Tips for Busy People

It's Black Friday 2009. The beginning of the madness, the 35-day countdown to 2010.

I know it seems early, but 35 days, come on.

Each year, bloggers come out with posts in the last week of December: Be a Stunning Success in 2010 or Make Twice as Much in 2010 in Half the Time.

I hate those blog posts with the titles that promise you the world. Because if it were that easy, we'd all be living on the French Riviera with wedges of aged Camembert and glasses of fine Merlot. 

I like the simple, practical stuff. The marketing ideas that, if you put two or three of them together—and actually work them, daily—you'll see results. Not the go--golfing-and-check-your iPhone-for-the-thousands-you're-making-each-hour kind of results. Because, let's face it, that's just a lot of hype.

And since in the real world, we don't just all go golfing (or go to sleep) and watch the money roll in like a tsunami, I offer these ten tips.

The thing is, though, they'll work a whole lot better if you make time in the next 35 days to try at least one of them, hopefully more. This is the perfect day to start. That turkey stuffiness—or as my Twitter friend Sonia Simone calls, it "pie hangover"—has loosened its grip on you. And you are probably finished with the Black Friday crazies (if you even ventured out to the mall).

Here are my 10 marketing tips for 2010, from the simple to the takes-some-work-but-definitely-worth-it:

Simple

1. Create a 'smart' e-mail signature line. You have a free marketing tool to use every day—multiple times a day. Are you making the best use of it?

2. Collect results-focused testimonials for your website. Two parts here: know the most effective questions to ask and follow the right sequence of steps.

3. Write your first guest blog post. You can triple or quadruple traffic to your own site with a unique, well-written guest post. Here's how to do it.

4. Leave comments on other blogs regularly. There are many benefits to leaving comments on other blogs. Follow this simple, 5-step process.

 

A little more work

5. Grow your e-newsletter subscriber list. Maybe you have a newsletter but you'd like to have more than 27 subscribers. Because, man, it's hard work putting that quality content out each week. Grow your list and you'll grow your business.

6. Create a marketing calendar—and follow it. Map out where you want to go and how you will get therewith a simple calendar. Start with just 30 days and build from there.

7. Write (or refresh) your website's FAQ page. Your customers might have the slightest, silliest littlequestion that, if you answered it on your website's Frequently Asked Questions (FAQ) page, you'd get a sale. Why not tackle (or rewrite) it?

 Even more work (but definitely worth it)

8. Start a blog. If you don't have one, it might be dizzying to think about, but consider starting your own blog. With WordPress, you can manage it easily.

9. Send out an e-newsletter. If you break it into pieces, it's not so hard to do. Just be sure to get permission from prospects and customers first; choose your delivery service with care; create qualitycontent; focus your formatting on readability and the needs of web scanners and skimmers; and find your unique voice.

10. Redesign your website. Take a look at your current site. Is it clean and easy-to-navigate? Doesit really reflect all the cool things you are doing now? Watch for signs that you may need a makeover. If you're thinking maybe so, here are some website design trends for 2010. 

If these tips were helpful, you can get ideas like this delivered to your inbox every Tuesday morning when you sign up for Marketing Hotspots, our free weekly e-tip. 

Content Marketing: Why Are You Giving All That Good Stuff Away?

I have a marketing friend, a smart guy named Bill Doerr, who describes his target market as biz owners whose greatest assets are "between their ears and above their shoulder blades."

How's that for a definition of your pool of prospects? Immediately I get a picture of his clients. Business coaches. Sales consultants. Mortgage brokers. Accountants.

He works with professionals from many different fields, helping them find the best ways to market their services. But his clients have one thing in common.

They all sell their expertise.

And the smart ones have figured something out.

They know that it can be scary choosing a marketing firm or graphic designer or real estate agent from a Google search.

They know that a website alone won't convince most people to hire you.

They know that, before a prospect picks up the phone, they want to know that you can solve their problem. That you know what you are doing, And that their hard-earned dollars will not be sucked into a swirling vortex. 

That disconnect can be a huge problem.

Because if people don't know anything about you, how can they trust you with their taxes or home purchase or marketing copy?

The smart ones have figured it out. They have discovered content marketing.

They are feeding their prospects fresh, helpful, content-rich tips in snack-sized bites. In e-newsletters. In blogs. In Internet article directories.

And, yes, they are giving it away.

"But how can you make a living giving stuff away?"

I got a sweet email last week from a subscriber to Marketing Hotspots, our free weekly e-tip. He said:

I have been enjoying Marketing Hotspots from the very first issue. What has me stumped is I can't figure out how you can be making a living on this. I don't remember sending any money or seeing anything that says anyone who gets Hotspots has to pay for it.

I guess I am just dense.

I was struck by his honesty.  And the fact that he wondered why I wasn't charging for the content. That one made me smile.

Because free content is only remarkable when it adds value.

This subscriber I happened to know well. He leans toward the old school marketing side. You provide a service. Your customer pays. You get to buy groceries. Or pay your electric bill. Or your mortgage.

The content marketing piggy bank

I answered my friend's question in an email something like this:

You are right. We do not charge for Marketing Hotspots. It's free, useful content. But you know what? I can't count the number of times we have gotten a call on a Tuesday (the day Hotspots comes out) from someone who is having just the kind of problem that particular issue focused on.

And they say:

"You hit me at just the right time. I need help with just this thing. Can you help me?"

Other times, I'll get emails like:

"Wow. This e-tip seems to have been written just for me this week. Thanks!"

or

"This e-tip was particularly helpful. I'm going to take your advice."

So it all goes into the content marketing piggy bank. The good will. The increased trust. The credibility building. And when the time is right, you open the piggy bank. And you know what happens next. 

Used right, content marketing helps you: 

1. Build trust. As your prospects get to know you, they also come to trust you. They know you will not take advantage of them because you are always so darned helpful. Giving while asking for nothing in return builds trust. And eventually they trust you enough to ask if you can solve a problem for them. And you get a new client.

2. Show how much you know. Your blog, your newsletter, your articles, that free report are perfect for positioning yourself as the one who understands your clients' problems and can show them how to solve them—or how you can solve them. On places like biznik.com, even at the free membership level, you can write content-rich articles that are rated by others for their helpfulness, on a scale from 1 to 10. I publish articles there regularly. Because it builds my credibility as an expert.

3. Strengthen relationships. Every email you get, "Thank you for the social media profile copywriting tips. I'm going to my LinkedIn profile right now to make some changes!", every comment on your blog post or article, brings you closer to your clients and prospective customers. They get to know you better, you get to know them better. And you have a deeper understanding of their issues and problems.

It's true that people may run with your advice in a do-it-yourself kind of way. Sometimes, though, they have one of two problems: They don't have the skills or they don't have the time. In both cases, they will probably pick up the phone and call you. Or they might forward the issue to a friend who is having just this kind of problem. 

If they trust you, if they see you as an expert and if they feel that you have taken the time to develop a relationship with them.

What do you think? Does content marketing make sense for your business? Are you using it as a strategy? Are you considering it? 

Writing Mistakes That Make You Look Stupid: 5 Things Your Teacher Was Right About

Recently I read an article on writing that encouraged bloggers to forget everything about writing they learned in school.

Yeah, sometimes English teachers can overload you with reading books by dead white authors.

It's not exactly the way to get the hang of writing to inform, engage and entertain. You know, like the good bloggers and content marketers do?

I believe in breaking the rules—when it makes sense and doesn't make you look stupid.

Take my blog post title. You are never supposed to end a sentence with a preposition like "of" or "about," right? The right way to write that title would be:

5 Things About Which Your Teacher Was Right.

Now read that aloud. It's silly, clunky and downright stupid sounding. So don't write it that way. Go ahead. Break the rule.

But there are other rules you shouldn't break. Because when you do, your readers lose faith in you. Your silly mistakes make them stop reading. Or they just get so distracted about the wrong word choice that it's all they can see, in a blinking-stoplight-at-an-intersection kind of way.

 

5 things your teacher was right about

1. Use exclamation points sparingly. You've seen it before. A piece of marketing copy that screams at you:

Sign up now! Don't wait! Time is running out! Get your online marketing ebook for just $19.99! It'll give you everything you need to know to start your own online business! Offer good until December 31, 2009! Click here to order!

Okay, the exclamation point test. Read the above paragraph aloud. For every sentence that has an exclamation point at the end, read with the proper emotion. That would be with extreme excitement. Go ahead. I'll wait.

Does it sound a little silly? Of course it does. I don't use exclamation points a lot. When I do, it's to scream.

2. Use apostrophes in the right way. This one gets me going. A lot. Someone will write:

The movie had it's moments, but, mostly, it was boring.

Okay, test time. Every time you use an apostrophe, say the sentence using the two separate words instead (in this case, "it is" instead of "it's). If it still makes sense, you've used the apostrophe correctly. If it doesn't make sense, lose that apostrophe. In the above sentence, it would read:

The movie had it is moments, but, mostly, it was boring.

The writer should have used "its" instead of "it's."

3. Dump the clichés. I wrote one post on clichés and then another, so I won't go on and on here. Just know that words like "killer" and "awesome" and "rock star" make you sound like every other writer out there. Find your unique voice and use it.

4. Avoid 'throat clearing.' I love this term. I heard it first from Chris Brogan. One of the rules in the classic book on writing by Strunk and White says it a little differently: "Omit needless words." Whatever you want to call it, it means getting the scissors out and cutting anything that doesn't add meaning or value to your sentence. Take the first sentence of this memo: 

It has come to my attention that we are having a problem with some of our staff who are arriving late and leaving early. 

The writer doesn't need the first seven words. Because if it hadn't come to her attention, how could she be writing about it? So, removing those and other needless words, you have: 

Some staff are arriving late and leaving early. 

Then go on to explain how that is hurting the company and what should be done about it. 

5. Adverbs are not your friends. This one comes from the great Stephen King in his book On Writing. He goes so far as to say, "The road to hell is paved with adverbs." Use a strong verb instead. It's much more powerful. Take the sentence:

He closed the door firmly.

Is the word "firmly" really necessary? Why not say instead: 

He slammed the door.

 It's okay to use adverbs. Just be careful, so when you do use one, it makes your sentence stand out. Mostly though, you should just avoid them. 

Do you see writing mistakes that make you cringe? Care to share them? 

The Cat from Cat's Eye: In Memory of the Nuz

No blog post has been harder to write than this one. But I have my kleenex close by. So here goes.

 A pet is hard to lose.

 A pet that showed up at a special time in your life is very hard to lose.

 We called him the Great White Cat. His name was Nuz.

He would have been mortified if he knew that it was short for Nuzzle. We named him that because he would stand on his hind legs like a pony and give us strong head butts until we thought he was going to knock us over.

 Extreme nuzzles.

 

How Nuz found us

Some of you have heard the story. Bear with me because I need to tell it one last time.

It was April 1993 in Ocean Shores, Washington. Bob and I were giddy with excitement. We had spent hours and hours thinking of a name for the graphic design business we had just created.

We had scribbled dozens of ideas on post-it-notes and pressed them on the white board. The notes stuck, but none of the names did.

Until Bob turned to me and said, "Cat's Eye."

The cat's eye conjured up the ability to focus, attention to detail, curiosity about new things—everything that would make a design company sharp.

It was decided. Cat's Eye it would be.

Just hours later, in the midst of a wild spring storm, through the sound of the wind and pelting rain, I heard a faint cry. I opened the patio door and there was a tiny, frail, soaking wet, white kitten, shaking violently.

I brought him inside, dried him off and turned him around. It was then that I saw the cat's eyes. One was green and the other blue. It was a sign. 

He was all kinds of sick. Fleas. Worms. And an upper respiratory infection that left him on IVs for two days.

But he was spunky and he survived.

Quirky Nuz

He was quirky, this cat. It was as if he had searched for us because he knew he would fit right in.

He was several animals in one and could take on the personality of each. Kind of like a writer does.

Early on, when he jumped up on our bed, we learned that if we threw a small object, say a wrapped cough drop, he would fly through the air, catch it in his mouth, trot back up to us and drop it. Then came the stare that meant, "Throw it again. Please throw it again."

He learned the command, "In position!" and when one of us would say it, he would scramble to the end of the bed and sit up, at attention, waiting for us to throw it again.  

He could fetch. He was a dog.

Sometimes he would jump up on the bed in the middle of the night and we would hear a plop. It was Pépe, his furry purple hand puppet. He had carried him in with his mouth, fully expecting us to play.

Other times he would scale our stone fireplace that went from floor to ceiling—without the harness a climber uses. He was a mountain goat.

He climbed to the top of our Christmas tree one year and knocked it over. Okay he was just being himself that time. Bad cat.

For a few months, our daughter's cat Alex stayed with us. Not exactly the perfect role model, he showed Nuz how to pull food from the cupboards and refrigerator. 

One day after Alex was gone, we came home to a mess. Nuz had climbed up onto the kitchen counter, opened the cupboard and dragged an opened bag of potato chips onto the floor. Bad cat.

He loved cantaloupe and corn and Pudding Pops. Yes, he was a little weird.

He had great taste in music. We moved three times with him and the only thing that would calm him down in the car were the sounds of James Taylor, BB King or Pavarotti.

 

Business partner Nuz

He was the Cat's Eye mascot from day one and took on the role with class.

He was in our print ads. In one, he was sprawled out on the carpet on his side. The ad's headline said, "Relax. Cat's Eye will take care of it."

He was fascinated by the fax machine and waited by it, as if he was our assistant, watching the paper until it finally came through on the other side. Never could quite teach him to bring us the fax, though. Sometimes he got tired of watching and would fall asleep.

The press loved him. In 2000, when Cat's Eye won the Best in the Northwest Family Business of the Year award, his photo was on the big screen as the master of ceremonies told the story of our name, and of Nuz. A day later, he was in The Puget Sound Business Journal.

He was unimpressed.

 

The day that was different

Monday, November 2, was a typical day. Except, come to think of it, for a week or so, Nuz had been spending more time on our bed at night. More than he usually did.

That night, he left for his own soft bed in the living room at 10.

At 2:30 Tuesday morning, a strange crinkling noise woke me up. I turned on the light and there was Nuz, pawing at the cover of the New Yorker magazine I had left on the floor.

He didn't look right. I pulled him onto the bed. He couldn't stand up. His eyes were dark.

I wrapped him in the soft UW Huskies blanket he loved and called the vet hospital. Our problem:  the first ferry from the island to the mainland didn't leave until 6:30.

When I described the symptoms, the woman on the other end of the phone, said,

"Wrap him in a blanket. Turn the lights down low and hold him."

I did. He died in my arms at 4:45am, Tuesday, November 3.

He wasn't destined to catch the 6:30 ferry.

I like to think that he managed to somehow make it to our bedroom that night because he wanted to tell us that he was leaving us. And because he did that, I got to spend his last two hours with him.

He was a good cat.

Rest in peace, sweet Nuz.

 1993 - 2009.