How Do You Prove Your Expertise?
I 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. Continue reading →
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
“Writing is thinking. To write well is to think clearly. That’s why it’s so hard.”
–David McCullough, Pulitzer-Prize winning author
25 Ways to Drive Traffic to Your Business Blog
Do 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
- Tell everyone you have a blog
- Post your blog name and link in your email signature
- Include your blog link on your business cards, stationery and all forms
- Add your blog link to your bio
- Post snippets of your blog posts on your social media with links to the blog
- Add your blog link to your social media profiles
- Be active on your social media accounts and social networking sites like StumbleUpon and Mixx
Good Writing is Not a Natural Gift | Writing Quotes
“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
As 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
Since 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 →
Do You Have a Good Story? Share it With the Media.
As a journalist, I hear fabulous stories from people every single day. Whether they are my clients or people I meet in the grocery store, I realize that everybody has a story and I am all ears to hear it.
So many business people either miss or disregard the opportunity to share their unique story with the world. And hence, they miss the many public relations opportunities the media can provide.
Why You Should Get Your Story in the Media
It Gets People Talking
If a journalist finds your story interesting, and a publisher thinks it is interesting enough to write about, then thousands of other people will too. I published a feature story about “What really goes on during spring break,” and was standing behind two moms in the grocery line one day when I overheard them talking about what they learned from the story. “I’m not sure I’ll let my daughter go without a chaperone now,” I heard one say. Think of all the people you can impact from your own story!
It Establishes You as the Expert
Types of Blog Posts
We all know that we should be blogging in our business. Blog posts not only keep relevant content on our website for search engine optimization (SEO) purposes, they give people a way to learn more about what you do and what you can do for them. There are a number of types of blog posts, as we’ll discuss here.
Types of Blog Posts:
- Story
Tell readers a story about your product, your company, a client case study, or an industry happening. People love to read about other people’s experiences. - List
Offer an easy-to-read bulleted list of items that can help someone overcome an obstacle or organize their lives, for example. - How To
Take the reader step by step through a process to an outcome. Highlight how to best use and benefit from one of your products or services.
Startling Statistics About Social Media for Business
As social media continues to grow, some of the things we thought we knew about it have changed. Here are some of the latest statistics for 2018.
GENERAL
• 95% of adults aged 18-34 online are likely to follow a brand via social networking.
• 71% with a good experience with a brand will recommend it to others.
• Visual content gets 40% more views than other types of content.
• 50 million small businesses use Facebook Pages to connect with customers. Four million of these pay for Facebook advertising.
• 68% of marketers have posted video content on Facebook.
• The best time to post is 3PM on Wednesdays, 12-1PM on weekends, and 1-4PM on Thursdays and Fridays. Continue reading →
All the Buzz 