Author Archive: Linda Barrett

How Do You Prove Your Expertise?

Can you prove it graphicI follow marketing expert Marcia Yudkin, author of The Marketing Minute, and her latest marketing advice got me thinking. She begins with stating that your About page must address two crucial questions your prospects might wonder:

  • Are you, in fact, good at what you do?
  • Can I count on you to deliver as promised?

She goes on to state that your bio must include what marketers call “proof elements.” Without them, you have a trustworthiness gap.

So what are proof elements?

A proof element must provide an external indicator of competence and reliability. That means the proof must come from an outside source other than yourself or someone within your organization. Here are some examples and ways you can obtain and use your proof elements.

Types of Third-Party Proof Elements

Testimonials

Most websites have a page dedicated to testimonials. These are endorsements of a personal experience this person had with you or your company regarding quality and reliability. You should include the person’s name (or at least their initials and city), or a reference to the source, in every post to ensure that it is indeed an outside source. If you don’t have a testimonials page on your website, add one. People love to hear about other people’s experiences and trust their opinions. Testimonials can be written, or opt for video testimonials of your customers talking about their experience.

Reviews

Reviews are testimonials that are posted on platforms other than your website. They are placed on these sites out of your control so they carry more credibility than testimonials posted on your site. Of course, you can use these testimonials on your website. You should encourage your clients and customers to leave positive reviews (always ask for “positive reviews” when requesting, and not just “a review.” Better yet, ask for a “five star review!), and offer them the link and instructions on how to do so. Choose sites that are important to your business, like Google My Business, Houzz, Bing, Better Business Bureau, Yelp, Facebook, Angie’s List, etc.

Social Media

Everybody wants to share their story on social media, so use this to your advantage. Ask your customers and clients to share their positive story with your company and recommendations on using your organization on their social media. This is known as “social proof,” a psychological phenomenon where others both believe and follow your advice, or assume your actions in a given situation. Believe that others want to achieve the same results you have provided. Create fans of your company by posting regularly on your own social media.

Visuals

Visual proof cannot be denied. Include photographs of your product or service in action, show results in a chart or graph, or post a video of how you made a difference. Show your product or service in action. Is it easy to use? Is there a visible effect? Look for ways to “show” and not “tell” about your expertise and delivery.

Statistics

Statistics can come in many forms, and can come in the form of results, public ratings, awards, licenses, certifications, and third-party verifications. Post a visual like a graph of results if you are responsible for increasing web traffic, for example. Or link to awards and certifications you’ve received; post a list on your website and include it in your presentations. This all adds credibility and positive proof.

Positive Media Coverage

If you are fortunate enough to have a positive story published in a publication, use that in your marketing. Post a PDF or a link to the story on your website and your social media. Refer to the story in your monthly newsletter. Make copies of the features and include them in your presentation and leave-behind materials. When the press talks about you, you are instantly credible. Do not, however, refer to negative media coverage.

Case Studies and Project Stories

When your client has a great experience with you, ask them if you can write up their story and use it in your marketing. Give it a warm spin with a project story, or offer more technical “before and after” proof with a case study. Both of these options should include three sections:

  1. What was the situation before you got involved?
  2. What did you do to make a difference?
  3. What is the outcome as a result?

Additional Advice

Stick to the Facts

Proof implies factual documentation. Think of a legal case. To prove the innocence or guilt of the accused, counsel on either side must provide factual proof. What are some of the ways you can prove that you are good at what you do, and that you can deliver as promised?

Let All the Buzz Help You Prove Your Expertise

We at All the Buzz work with business owners to create marketing copy that sells. Let us help you revamp your website copy, create your blog posts, or create the proof of expertise that will win customers. Contact us at info at allthebuzz.net.

 

You too can subscribe to Marcia Yudkin’s Marketing Minute, published each Wednesday. She is the author of Inspired!, Meatier Marketing Copy, and 15 other books.

Why Should I Blog?

Why should I blog?Is blogging a difficult thing to do? No. Is it essential? Yes. Many clients ask us, “Why should I blog?” That shows us that they don’t know or understand the benefits of blogging, so let’s review those benefits here.

Blogging attracts interested prospects

People are searching the Internet for answers to solve their problems. When your business blog post offers that solution, you are immediately on their radar as a qualified resource, without their having to make a commitment.

Blogging establishes and reinforces your expertise

Your business blog posts are prime locations in which to establish and reinforce your expertise in your field. Post answers to the most often-asked questions about your business. Post evidence of your expertise with awards and links to articles in which you appear. Post proof that you are an expert with examples and explanations of your products and services. Post reviews and testimonials. There are numerous ways you can build your credibility.

The business mentorship organization Score offers 10 reasons to keep an active business blog, beginning with the fact that “customers who read your blog at 97% more likely to click on your website.” The answer to “Why should I blog” is to attract and convince potential customers and clients. Continue reading →

Writing is Hard | Writing Quotes

fountain-pen

“Writing is thinking. To write well is to think clearly. That’s why it’s so hard.”

–David McCullough, Pulitzer-Prize winning author

What to Look for in a Really Good Copywriter

copywriterThe hardest thing any business owner can do is to write about him or herself or their business. It just can’t be done—or at least done well. You need that outside eye—preferably a writer with a good marketing background and solid writing reputation—to create copy about you that others will find compelling. If you try to write about yourself, you will get bogged down in too many details, wondering which are the most important. You will also labor for hours on end trying to get the copy “just right.”

What Makes a Really Good Copywriter?

When you’ve decided it is best for both your sanity and your time to hire an outside writer, here’s what you should look for:

Style of copywriting experience

Your copywriter should be up to date on the latest ways to write for the particular medium you’re writing for, be it the web, brochures, a media kit or an author bio, for example. The writing styles for each are entirely different. If the writer doesn’t know the difference, look for one who does.

Great interview skills

Most of the information for the copy will come from you. A great copywriter has the confidence to conduct an interview to gather what they need in the shortest time possible. We know you’re busy and we need to use our skills to ferret out details quickly that make your copy shine. Expect some “off the wall” questions, and roll with them. We’re also looking for insights into your personality so we can inject that into the copy.
Continue reading →

21 Tips to Increase Instagram Engagement

Increase Instagram followersWant to get more followers on Instagram? I recently came across this article that had a lot of great ideas on how to do just that.

Instagram is Growing Quickly

In 21 Tips to Massively Increase Instagram Engagement in 2019, author Adam Phillips reported that 13% of the world is now using this platform, and engagement is still increasing. It has more than 1 billion monthly active users, with 50% of those users following brands.

Shares, likes and comments are reporting 10X higher than Facebook, 54X higher than Pinterest, and 84X higher than Twitter. If you haven’t done so already, you should consider adding Instagram to your marketing mix.

Among the 21 tips offered by this report are:

  • Know how often to post
  • Don’t preach, tell a story instead
  • Use Instagram video subtitles and closed captions
  • Choose the right hashtags, and
  • Convert Instagram followers into email subscribers

The author goes on to explain how to put these tips into action. For example, under “Know how often to post,” he claims that the “sweet spot” is a consistent 1-2 posts a day. For when to post, he says, “Uncover your own follower’s Instagram habits by using the Insights feature of your Instagram Business Account. This helps you identify when your followers are most active.”

The article is posted on the Falcon website, so of course, there is a plug for Falcon’s social media management platform. This post does not hold any opinion as to that platform. Rather, we thought there were really good tips that might benefit those business owners and marketing managers who want and need to build their brand.

Need Social Media Marketing? Contact All the Buzz.

If you’d like to outsource your social media management, we’ll be glad to help. We can assist you in creating your social media platforms, providing content, and scheduling posts. Contact All the Buzz for expert marketing and writing.

How to Increase your SEO Rank in Voice Searches

voice-search

Increase your SEO rank on voice searches

Keeping up with all the changes in today’s technology isn’t easy. Business owners have to stay on their toes to maintain their edge over their competitors. One of the up-and-coming trends is voice searches. People are using Alexa and Siri and other voice-activated search tools to help find answers to their burning questions.

Here is an article I’m sharing from Joan Stewart at The Publicity Hound on “How to Rank Well for Voice Search.”

“Hey Siri, how can a mother help a colicky baby?” asks a reporter who’s writing a story for Parents magazine.

If you’re a parenting expert who has written a blog post on “How mothers can help colicky babies,” your article has a chance of being found in voice search.

Here’s a super tip from Website Magazine on how to rank well when people are searching by voice, as well as by typing their questions into the search engines. Continue reading →

25 Ways to Drive Traffic to Your Business Blog

blog post template graphicDo you write a blog for your business and keep posting to it regularly? It’s a great way to talk about your industry, provide information about your business, and to entertain. It’s also a great way to build a following for your business. Yet many business owners ask how to make people aware of their blog and to attract followers.

25 Ways to Drive Traffic to Your Business Blog

  1. Tell everyone you have a blog
  2. Post your blog name and link in your email signature
  3. Include your blog link on your business cards, stationery and all forms
  4. Add your blog link to your bio
  5. Post snippets of your blog posts on your social media with links to the blog
  6. Add your blog link to your social media profiles
  7. Be active on your social media accounts and social networking sites like StumbleUpon and Mixx
  8. Continue reading →

Good Writing is Not a Natural Gift | Writing Quotes

fountain-pen

“People who think well, write well…Good writing is not a natural gift. You have to learn to write well.”

David Ogilvy, founder of Ogilvy & Mather

How to Interview With the Media

journalist-interviewAs a journalist, I’ve interviewed thousands of people, and they all have one thing in common. They’re all afraid to talk to the media. At least to start.

When I do an interview, I always try to make it fun. I start with the easy stuff, like what’s your full name and title/how you would like me to refer to you in the article.  This gets them talking and over the initial fear. Then we chat, with me leading them through the interview with questions that would normally come up in any conversation where someone is interested in either you or what you do. Once we start rolling, my subjects usually settle down into conversational mode.

But then…sometimes I hit them with the hard questions at the end. I think those are the questions that they think should scare them. But they shouldn’t be scared. These are questions that make them think…like, “What is the philosophy you always wanted to share,” or “Tell me in one word how you would describe your business.” Often, I get my best insights into people by asking these types of questions.

If you are interviewed by a journalist, there are a few things to keep in mind. These will help you prepare for the interview and keep you from saying something you shouldn’t.

How To Interview With the Media

Rule #1. EVERYTHING you say is ON THE RECORD.

I can’t tell you how many times people have felt so comfortable with me that they say, “I’ll tell you this, but it’s off the record.” If I weren’t so kind, this is the type of thing that could really get you or your business in trouble. Remember that you are talking to the media; a person who is looking for a juicy story. There is no “off the record.” Continue reading →

Check Out Our Travel Blog: Mid-Atlantic Traveler

Barrel-Oak-Winery-Mid-Atlantic-TravelerSince I like to travel and I like to write, I thought I’d combine my two loves into a travel blog called Mid-Atlantic Traveler covering the area I know best: the Mid-Atlantic region of the United States. I’ll be posting about some of my own adventures as well as interesting finds, hidden gems and plenty of things to do through our region…and beyond.

Recently we wrote about the new Frank Lloyd Wright property where you can stay overnight, the Maine Avenue Fish Market in DC, the International Water Tasting Competition (where I am a judge), the Green Bank Science Center and telescope in WV, York County PA Factory Tours and how to explore Arlington National Cemetery in Virginia, to name a few. And there are many more stories to come. Continue reading →