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Posted by on May 30, 2015 in Business & Marketing, Contributing Expert, Marketing & Social Media | 0 comments

5 Ways to Repurpose your Existing Content into Video

5 Ways to Repurpose your Existing Content into Video

Screen Shot 2015-05-30 at 12.33.05 PMWhen it comes to marketing, content is still king.  Content drives sales of your products and services, and keeps your customers engaged in your business.

However, content is also a hungry beast that must be fed – constantly.  In order to stay visible and relevant, you have to continue to “feed the beast” and consistently crank out new content and material.

That’s why it’s such a great idea to repurpose your existing content and give your old material new life.

It’s relatively easy to breathe new life into old content using online video.  Here are five easy ways to repurpose your existing written materials into dynamic and engaging new videos:

1. Blog to Vlog

Perhaps the simplest and quickest way to repurpose your existing content is to turn a written blog post into a video blog, or blog post. You can either read or summarize your post direct to camera with a “talking head” video, or narrate it and add some photos or graphics to add some visual spark. One of the easiest ways to accomplish this is with the free Adobe Voice software for the iPad.

2. Slides to Video

If you’ve got written content, like an article or blog post, you can turn it into a photo/video montage by adding slides with text or photos. After all, a narrated PowerPoint with slides can be saved and shared as a video. Simply create your PowerPoint or Keynote presentation; add your voice over narration; and save it as a video!

3. Book to Video Tips Series

If you’ve published a book ( or even an e-book), you can take each chapter or section and create a brief “tips” video series featuring the key points of that chapter. Again, either on-camera or off-camera will both work. The idea is that you’re creating a new “video version” of each chapter- so if you’ve got 10 chapters, you end up with 10 brief “tips” videos.

4. Article to Hangout

If you’ve written an article or done a Q &A written interview, you can repurpose that content as a live Google Hangout. Just take your article topic and use it as the theme or subject matter for your Hangout. As a bonus, your Hangout is also automatically uploaded to your YouTube channel!

5. Bio to About Video

Everyone has a written bio, and most people have a (usually boring – “about me” page on their website. Why no spice up that boring, old text bio by doing a video version that you can upload to your “about” page on your site? It’s more personal, more engaging, and a lot more effective for building your “know, like and trust” factor.

Obviously, the more eyeballs you can get to your content, the better. And why reinvent the wheel when you can save time and effort by simply recycling your written materials into videos. It’s the perfect solution for getting more visibility, credibility and profitability!

Please enjoy Lou’s 30-Day Video Challenge  beginning June 1st, 2015.

WDRg1XN4-GPl_PkTgrHiWGdixAPp1enQ0UR557G9MCr7uhUfQnSiAyaBjIOAkGgXTx3hDl3EhXiKfyU7dAn5xC4=s0Lou Bortone is a Video Marketing expert and online branding consultant who helps entrepreneurs and service professionals build breakthrough brands on the Internet, so they can have more visibility, credibility and profitability. Lou delivers innovative online branding strategies, including video marketing coaching and consulting.

Lou is a former television executive who worked for E! Entertainment Television and Fox in Los Angeles.  He is also an author and ghostwriter of six business books, a Certified Guerrilla Marketing Coach and a Book Yourself Solid Certified Coach.

To learn more about Lou go to www.loubortone.com

 

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Posted by on Aug 18, 2014 in Business & Marketing, Contributing Expert, Marketing & Social Media | 0 comments

Two Great Marketing Questions

Two Great Marketing Questions

forest-path-262x350Last weekend we walked down this very path and it ended at the ocean in all her glory!

It reminded me that walking the trail of your business is a bit like this.

Lots of gnarly roots to navigate but it’s beautiful and real and when you get there it is even more spectacular!

I love when people ask me questions. For one thing I find out where your energy is and what kind of help you need.

This is gold for me because the more I know you, the better I can help you to step into a more empowered place in your business.

I guess I haven’t totally left my old counseling days behind. I still love helping people!

And of course you are all amazing people with such strong and special ways to help people in your own way.  However you want to earn money too!  Right?

Yesterday on my Free “Create Demand Q and A call” there were some amazing questions.  Here are two that are opposite but go together.

Question:  “How can I tell people about my healing service without being pushy?  I often run into people and I want to let them know what I do and how they can work with me”.

This is a great question and one many people struggle with. The answer is the opposite of what you would think. It generally doesn’t work to tell people unless they directly ask.

Even when they do ask, they might only want a very concise version because they’re  being like most people and just casually asking, “what do you do?” It’s a way of connecting these days.

There is sort of a silky fine thread between your response being plenty and too much. Too much is when it feels like selling when you haven’t really connected yet.

I encourage you to trust your gut feeling on this. Feel the energy. I know you can do this.

Just make a good connection with whoever it is and TRUST that if they  want more from you they will ask. I call this self-selecting. If they don’t ask, let it go. If they ask for your card, give it; otherwise don’t. If they didn’t ask for it, they will just throw it in a corner.

No one wants their card thrown away when it wasn’t asked for. However, you can ask for their card and you can write them a very short email, saying “nice to meet you.” That’s it, still nothing about what you do.  You should have your web url in your email signature so if this person is curious, she will check it out. Hopefully, when she gets there, she will feel attracted and engaged!

Question two was the opposite.
“Because I work with kids, people often ask me what I do and I feel shy about answering because I don’t want to seem pushy. Maybe it’s because I am an introvert?”

I love this question too. This is not an introvert/extrovert issue. This is a common problem though, of feeling worried about seeming to self-promoting when you really aren’t.

Usually the cause is self-doubt and lack of confidence combined with not understanding your own basic marketing message. Ironically, once you create a stronger marketing message based on promoting your clients, rather than yourself, it becomes much easier to share.

This isn’t about you. It’s all about providing very needed help to your clients. In this case, people have self-selected and are asking for more, and you just need to understand what to say and how to say it.

An easy response would be to explain the kind of help you offer and then just ask them to share more about their needs. Then it becomes about them and how you can support them.

Both of these questions will be covered much more in, How to Create a Wild demand for My Service that begins April 15th.

This is the very last day of  $50 discount!  Just use the word “demand” in the coupon and you will get $50 off immediately!

As a special bonus you will get almost three months of help with your questions on the Facebook Forum which is part of the program.

The program itself is only three weeks but I have added this  extra two months because I know more questions will come up as you start implementing all the juicy stuff I will be teaching. I will be there to answer your questions the whole time!

 

 

KS13-027-Edit-2-199x300Kaya is a specialist at guiding wise women entrepreneurs to translate their gifts into their business so they can be empowered leaders and make a much bigger difference!  She is the author of “Clear Your Focus Grow Your Business,” as well as over 20 other programs and ebooks aimed to inspire, guide and support entrepreneurs to fulfill their own missions.

Through her own wisdom from life and professional experience of over 30 years, she has helped thousands of people internationally and online as a business mentor, consultant, counselor, facilitator and author. She’s owned five small businesses as well as her present venture, AwakeningBusiness.com. Kaya says, “If I can grow a successful business, you can too. You just need the system to follow and the commitment to make it happen.”

 

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Posted by on Aug 1, 2014 in Business & Marketing, Contributing Expert, Marketing & Social Media | 0 comments

Great Answers On How To Get More People

Great Answers On How To Get More People

 

FeaturePics-Watercolor-Backgrounds-152905-2159138-200x200What’s your struggle in getting more leads or more clients?

I asked this question last week and I got some great answers!

 

 

Most people said they wanted to know:

How to find all those people who needed their help
How to be more visible to the people they want to attract
How to put messages out that engage
How to connect with more referral partners
What they are doing wrong?

Wouldn’t it be amazing to:

•  Build loyal connections with real people who love you?
•  Show people proof that you can deliver what you promise?
•  Create messages that draws people to want more?
•  Become more visible in your expertise and speciality?
•  Use simple ways to bring people into your tribe and keep them there?

When I moved to New Zealand it was 1993 there was no internet (can you imagine?) and I knew only one person there. In six months I had a full counseling practice (which was my business then).  I think I was born with a marketing gene so I seemed to do all these things without knowing what I was doing. It was sort of intuitive.

 

KS13-027-Edit-2-199x300Kaya is a specialist at guiding wise women entrepreneurs to translate their gifts into their business so they can be empowered leaders and make a much bigger difference!  She is the author of “Clear Your Focus Grow Your Business,” as well as over 20 other programs and ebooks aimed to inspire, guide and support entrepreneurs to fulfill their own missions.

Through her own wisdom from life and professional experience of over 30 years, she has helped thousands of people internationally and online as a business mentor, consultant, counselor, facilitator and author. She’s owned five small businesses as well as her present venture, AwakeningBusiness.com. Kaya says, “If I can grow a successful business, you can too. You just need the system to follow and the commitment to make it happen.”

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Posted by on Jul 10, 2014 in Business & Marketing, Contributing Expert, Marketing & Social Media | 0 comments

What I Learned in High School About Getting Clients

What I Learned in High School About Getting Clients

I’ve been reading “For Better of Worse” comics collection by  Lynn Johnson.  She is one of my favorites writers of this genre.

There was a story about April as a teenager and it reminded me a bit of high school with all our hormones in full swing!

All those cute guys everywhere were really leads  or “potential boyfriends.”

The way it worked is that the more attractive you were to them, the more they’d hang around you.  Not that I actually had swarms of guys ever hanging around me- but you get the idea.

I wished for it and there were a few!  Some leads actually turned into the real thing- going out on a date or a kiss in the parking lot.

What a painful time trying to figure out that attraction secret.

I had the feeling that there was a golden key or some important piece of knowledge that everyone else had about how to attract guys!

Fast forward about 25 years and there I was trying to get more clients in my first business. I remember being over the moon when I got one new client.

It meant that I could actually do the work I loved to do. It also meant that I had some money coming in and it made me feel a little bit more worthy.

However, the glow would wear off eventually and then there was the wondering where the next client would come from.

Like high school, There are lots of people out there and some are potential clients or leads.

I had no idea how to be attractive to them. I just tried things.

I remember thinking that all I had to do was advertise my business in the right newspaper or magazine and people would see it and call me. This rarely  (if ever) happened.  I can only laugh about this now that I see that it was a way to avoid going out and being in front of people and being rejected.

Ironically, even though this strategy rarely works for bringing in new clients, it is the way I met my husband- through a personals ad!  He wrote the ad and I answered it. Are you laughing?  We just celebrated our 20 year anniversary! (photo above 1993)

Ok- so there’s no right or wrong way to generate leads but there is a system that will make it much more likely to bring you swarms of good leads for your business.

There are simply certain things that work and that you can control.

Some of those leads will eventually turn into clients.

So you can imagine how much I celebrated when I was given that key, and I opened the door to understanding lead generation and how to create a wild demand for your service.

Early on, I didn’t get it that leads were only people who were interested in me. Of course it meant I had to know who I was… ah..ha, always a catch.

Now another 20 years have passed and I can’t help you erase the pain from your past high school romance days,  but I can help you to know the system to creating that demand and bringing in a lot more leads. ( Remember, some of those leads turn into paying clients)

 

KS13-027-Edit-2-199x300Kaya is a specialist at guiding wise women entrepreneurs to translate their gifts into their business so they can be empowered leaders and make a much bigger difference!  She is the author of “Clear Your Focus Grow Your Business,” as well as over 20 other programs and ebooks aimed to inspire, guide and support entrepreneurs to fulfill their own missions.

Through her own wisdom from life and professional experience of over 30 years, she has helped thousands of people internationally and online as a business mentor, consultant, counselor, facilitator and author. She’s owned five small businesses as well as her present venture, AwakeningBusiness.com. Kaya says, “If I can grow a successful business, you can too. You just need the system to follow and the commitment to make it happen.”

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Posted by on Dec 10, 2013 in Branding, Marketing & Social Media, Uncategorized | 0 comments

4 Easy Magic Words for a Headline that Gets Your Reader’s Attention

4 Easy Magic Words for a Headline that Gets Your Reader’s Attention

After too many years of school, I finally, painfully learned how to write reports and research papers.

It is the process of regurgitating information.

In truth, you’ve all been tricked, because this kind of writing is only for academia and is so terribly useless in marketing!

After umpteen hours of writing this way, this has likely become your default.  When you don’t know what else to do, you write “about” your subject.  Boring!!

Marketing writing or sometimes known as copy writing, has nothing to do with spewing out information unless it is used strategically to give credence and back up your statements.

Every one of my clients struggles with this.  To be totally transparent,  I can spend hours trying to write a one line title for a tele-class or  a topic title for a speech.  If I ‘m tired or confused,  I immediately go back to information writing and it is BORING!

A good title or topic needs to inspire, connect to the readers emotions, and show the main benefit or outcome they will get.

It means you have to take your academic mind and lock it in a vault.

Here is an example.  Which one do you like better?

1. Learn How to Develop a Marketing Plan and Grow Your Business

2. Discover How to Stand Out from the Pack and Attract the Exact Right Clients

Number one is not incorrect it’s just blah, has no emotional tug, and the outcome is very general.

In truth, people don’t want to learn anything.  Learning sounds like school.  Marketing plan also sounds arduous.  If I even mention that term to my clients, they moan. People don’t want a marketing plan. What they do want is more of the right clients calling them, which is the final outcome.

Here are a four magic words I learned many years ago, that when used in your copy, will connect with your potential clients. They remove barriers between you and them!

Discover – My favorite word and so much better than learn! It gives an instant eureka feeling.

Easy or Simple –  In today’s world of overload this is a refreshing concept.

You-  Using this one three letter word will make people feel like you are speaking directly to them.

Proven – Great word because it shows you have backed up your claims and you know your stuff!

My invitation to you:

Find a headline  or title you are working on and rewrite it using some of these words and concepts.  Share your before and after below in the comments.  We can all discover from each other this way!

 

 

Kaya is a specialist at guiding wise women entrepreneurs to translate their gifts into their business so they can be empowered leaders and make a much bigger difference!  She is the author of “Clear Your Focus Grow Your Business,” as well as over 20 other programs and ebooks aimed to inspire, guide and support entrepreneurs to fulfill their own missions.

Through her own wisdom from life and professional experience of over 30 years, she has helped thousands of people internationally and online as a business mentor, consultant, counselor, facilitator and author. She’s owned five small businesses as well as her present venture, AwakeningBusiness.com. Kaya says, “If I can grow a successful business, you can too. You just need the system to follow and the commitment to make it happen.”

Come visit my site and download your free gift “5 Steps to Walking Your Wise Woman into the World of Money!”

 

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Posted by on Oct 9, 2013 in Branding, Business & Marketing, Marketing & Social Media | 0 comments

How to Make Wise Marketing Choices

How to Make Wise Marketing Choices

Illustration of ripe Apple and a small treeFiguring out how to decide on marketing choices can feel like being a kid in a toy store.

Every shiny new things gets your attention and you want it now!

However there are right choices for each age group.

A five year old might look at very sophisticated games, and their parent says, “you’re not old enough yet”. Likewise, a ten year old will be bored with baby toys.

So, its about being discerning and choosing the toy that fits who you are.

Marketing is similar to facing a toy shop full of alluring choices.

This week two of my clients said they wanted to host a tele-summit. Tele-summits can be a wonderful events but the problem is that both of these people have brand new businesses and are barely bringing in any cash yet. Instead they need to be focusing on cash-flow generation and building good connections.

It can be hard to slow down and focus on the marketing tactic that fits the stage you are in.

I just returned from a Lead Generation workshop with my mentor, Andrea J. Lee, and this principle was emphasized and reinforced!

The important thing is to acknowledge where you are and then put on blinders when you walk through the toy store.  Only certain things are right for you at the stage you are in!

If your business is brand new, it’s like planting a tiny fruit tree. The first thing is to grow a strong root system, which means watering and more watering until the roots grow strong. If you try to focus on growing large branches the tree wouldn’t be strong enough to hold them and it would likely collapse.

So it’s about building connections but in a very focused way while you are growing and bringing in cash flow.

Once your roots are strong and  you are ready to grow more  branches, it might be time to get out of your comfort zone and do a teleclass, speak at a networking group, develop your flagship program.

When you become a larger tree with strong branches you can think about a tele-summit which will help you grow your team, connect with joint venture partners, and build your expertise.  Doing a tele-summit could also cost you a couple thousand dollars to put on, assuming you hire an assistant to help you.  This is why it lives in the larger, stronger tree category.

What does your tree look like? Is it still a stick that needs lots of water or is it now solid and growing branches?

Once you know that, it’s much easier to walk through the marketing toy store and look for exactly what  fits your stage of growth!

Learn how to Market the Wise Woman Way. Come to my free tele-class on October 17th.

 

KS13-027-Edit-2

Kaya is a specialist at guiding wise women entrepreneurs to translate their gifts into their business so they can be empowered leaders and make a much bigger difference!  She is the author of “Clear Your Focus Grow Your Business,” as well as over 20 other programs and ebooks aimed to inspire, guide and support entrepreneurs to fulfill their own missions.

Through her own wisdom from life and professional experience of over 30 years, she has helped thousands of people internationally and online as a business mentor, consultant, counselor, facilitator and author. She’s owned five small businesses as well as her present venture, AwakeningBusiness.com. Kaya says, “If I can grow a successful business, you can too. You just need the system to follow and the commitment to make it happen.”

Come visit my site and download your free gift “5 Steps to Walking Your Wise Woman into the World of Money!”

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Posted by on Sep 30, 2013 in Business & Marketing, Contributing Expert, Marketing & Social Media | 0 comments

The mobile marketing game…are you playing?

The mobile marketing game…are you playing?

The new Smart Women Mobile App.

The new Smart Women Mobile App.

Let me ask you a question… where is your mobile device right now?  If you’re anything like millions of other people in the world my guess is that it’s right next to you or within reach.  Maybe you’re reading this on a mobile device right now. The point is that we’ve become attached to our mobile devices and they’ve become a part of our everyday life.  In fact there’s a good chance that very little activity on your smart phone is actual calling and talking to people.

Mobile Marketing is here to stay

With so many people using mobile devices today the need for mobile marketing has not only arrived…but it’s shown it has the power to stick around indefinitely. And if you’re a business owner it’s time to step up and take notice of this trend.

When was the last time you looked at your Website from a mobile device?  I know it works on a mobile device, but does it work well? Now pretend for a moment that you are your own customer.  Does your Website engage you and give you all of the information it should?  Is your contact information, location, and business information readily available and easy to access?  If you said no to any of these questions then you need to step up your mobile marketing presence.

When people are searching for you on their smart phone they’re not researching … they’re actively looking for you.  Here’s a perfect example and, I might add, a true story.

Two friends were going to lunch and needed to find a gluten friendly restaurant.  They did what anyone in this century would do and did a search from their smartphones.  They found 2 restaurants – one was nearby and one was a little further away.  They chose the closest restaurant first and began checking out their menu on the Website.  However, the Website wasn’t designed for use on a mobile device so it was difficult to maneuver around on such a small screen. They couldn’t easily find the information they needed and got frustrated.  They decided to check out the other restaurant.

The second restaurant had a beautiful mobile website.  It was easy to read the menu, they were able to call right from the home page, and got easy to follow directions based on their current location.  Which restaurant do you think they went to? (I’m going to assume you just screamed out the second one).  That’s right!  The second restaurant may not have been better and it certainly wasn’t closer but it was more convenient for the user.  They didn’t have to search for the information they needed, it was readily available for them at the click of a button. The first restaurant never had a chance, and sadly has no idea that they lost a customer just because they didn’t have a mobile website.

Now add to the equation that the second restaurant also had a mobile app that the friends could download directly to their phone.  The second restaurant now has a loyal customer that is likely to come back because not only did they get the information they needed, they are now part of a special mobile app “club” and receive specials and updates of what’s going on at that restaurant.

Imagine how many times a day this scenario plays out.  It’s not an unbelievable story, and as I said it’s absolutely true.

What is your mobile marketing strategy

A Website after being “Mobilized”

Do you have one? It’s definitely not too late to get in the game.  We would recommend at least starting with a Website that is mobile ready.  That should be the first step.  Don’t let this step overwhelm you though.  If you already have an amazing Website it can usually be “mobilized” without having to recreate what you worked so hard to build.

So take a look at your Website from a mobile device and if you don’t like what you see, please contact us so we can help.  Our mission is to help businesses improve their mobile marketing presence.

You can’t compete if you’re not in the game.  The mobile game … that is. 

 

Michelle HutchinsonMichelle Hutchinson is co-owner and COO at Inspired Apps, Inc, a mobile apps development company who focuses on creating mobile apps for speakers, coaches and business entrepreneurs.  Her passion is helping entrepreneurs bring their mobile presence to the next level.  You can contact Michelle at Michelle@InspiredAppsInc.com.

 

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Posted by on Jul 29, 2013 in Business & Marketing, Contributing Expert, Marketing & Social Media | 0 comments

Using gmail? Then do this quick fix to stay connected!

Using gmail? Then do this quick fix to stay connected!

I’m not sure if you’ve seen it or not yet…
But Gmail has just added some new features and they’re starting to automatically filter your email messages for you.

(BTW – if you use Google Apps for your business email, this applies to you too)

I just found out that they’re categorizing my messages to you as “Promotions” and automatically making them skip your inbox.

gmail logo1 300x224 Using gmail? Then do this quick fix to stay connected!Which means, you won’t see any emails from me in your main inbox unless you adjust your settings. (It’s really easy and I’ll show how to do it in 5 seconds in this email)

But first, I just want to stress the importance of making these quick changes…

If you don’t, you might miss out on my weekly Smart Women, Smart Choices ezine and new episodes of Smart Women Talk Radio as well as the free resources I send you… and neither one of us want that to happenicon smile Using gmail? Then do this quick fix to stay connected!

So, take 5 seconds to do this real quick so that you don’t miss anything from me in the future.

Also, you might not see any changes in your email yet as Google is rolling this out to users overtime, but sooner or later, your inbox is going to look and behave very differently unless you make these quick changes.

Here’s what you do:

Step 1: Simply drag one of my emails from the “Promotions” tab to the “Primary” tab.

Step 2: Click “YES” when the alert pops up.

 

 

Here’s another option just in case you don’t like this new feature- turn off the tab completely: 

1. Click on the “Settings” icon in the top right corner of your screen and select settings from the drop-down menu.

2. Click on the “Inbox” tab at the top and deselect all categories except “Primary”.

3. Click the “Save Changes” button at the bottom of the screen.

That’s it – now gmail will know we’re friends and you’ll still receive all the invitations to my free programs.

Thanks in advance for making sure we stay connected.

I’ll talk to you soon and don’t forget to keep an eye out for the next episode of Smart Women Talk Radio on Tuesday at 11 am EST/8 am PST.

 

Katana AbbottKatana Abbott, CFP®, is a Life and Legacy Coach™, and founder of the Six Pillars of Awakened Prosperity System™, the proven step-by-step process that shows you exactly how to create wealth, make a difference and live the life you love.  To get your F.R.E.E. Video Course and receive her weekly money, mindset and manifesting articles on attracting more wealth, joy and ease into your life, visit www.smartwomencoaching.com

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Posted by on Jun 22, 2013 in Branding, Business & Marketing, Marketing & Social Media | 0 comments

Five Quick Tips for Way Better Video

Five Quick Tips for Way Better Video

With the proliferation of video sites and social media sites like Facebook, more and more of us are making web videos – and that’s a good thing. However, an amateur or poorly produced video will not put you or your business in the best light.

Fortunately, there are a few little things you can do that will make a BIG difference!If you follow this simple advice, your videos – and your business – will look much more professional online.

1.  Watch your background!

Now, I realize you may not be able to use all the special effects that I do on my “LouTube” Videos(http://tinyurl.com/6lslh7) but you’ve still got to consider your environment!

Where is your camera?

What’s behind you in the background?

Nobody wants to see your dirty laundry or your velvet Elvis painting in the background!Just use a plain or professional-looking background.  As another alternative, do what my friend Travis Greenlee does, and shoot your video outdoors. Most of Travis’ videos come from outside his home in beautiful Steamboat Springs, Colorado!

2.  Light it up!

Very simple: You’ve got to have more light in front of you than behind you.Otherwise, you’ll look dark and shadowy – which is fine if you’re doing a horror video, but not for your average video blog! Too much light coming from behind you will trash your video.Even regular household lighting or a lamp placed in front of you should be adequate.

 

3.  Are YOU ready for your close-up?

Before you hit record, how do YOU look?Just because you can work at home in your pajamas doesn’t mean we want to see them! Nancy Marmalejo at VivaVisibility.com does a beautiful job with her backgrounds and her overall presentation.She looks like a pro, because she is a pro.

4.  Keep it simple!

More often than not, a webcam is more than adequate to shoot your video. I just use the iSight that’s built into my Mac. However, you could also invest in a neat, little $150 dollar Flip Cam. If you really want to take it up a notch, get a Sanyo Xacti camera 

5.  Be interesting!

Try to offer some interesting or unique content! To keep your viewer’s attention, you have to deliver some value.Keep your videos short and compelling… Remember, we’ve all got IDD – Internet Deficit Disorder!

That’s really all there is to it!Follow these five simple steps, and your online videos will be a lot more “watchable!”And remember, search engines love video, so keep on making better videos!

For more free tips and tricks, please feel free to visit my website anytime at www.TheOnlineVideoGuy.com.

Lou Bortone is an author and entrepreneur with extensive experience in marketing, branding and promotion.Before starting his own company, Lou was an award-winning marketing executive in the media industry.Lou served as National Promotion Manager for E! Entertainment Television, and later as Senior VP of Marketing and Advertising for Fox Family Worldwide, a division of Fox, in Los Angeles.  Today, Lou helps entrepreneurs and solo professionals navigate their online businesses with services such as copywriting, video production and creative services.Sign up for Lou’s free mini audio course about using Online Video at http://www.TheOnlineVideoGuy.com.

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Posted by on Jul 15, 2009 in Branding, Business & Marketing, Marketing & Social Media | 0 comments

PR Secrets to Unlock Your Promotional Potential

PR Secrets to Unlock Your Promotional Potential

For many business owners, Public Relations (PR) efforts are a black hole, an unknown that makes them hesitant to invest time and money.  Handled correctly and approached with realistic expectations, PR can be one of the most cost-effective tools in your marketing toolbox.

Here are five things every business owner should know about PR:

 

Fact #1: PR offers you several things that you can’t buy with a paid ad.  Articles are considered to be more credible than advertisements, so whenever you or your business is featured in an article, the reader considers the information more credible than whatever you say in an ad (where you are obviously trying to sell something).  Articles—even short ones—usually say more about your business than will fit in all but the largest ads.  Articles also have the benefit of being what someone else (the reporter) says about you, and hence are seen as more credible than what you say about yourself.

 

Fact #2: There are several important differences between advertising and PR.  When you pay for an ad, you pay to have it run in a specific issue or at a specific time.  A press release may generate an article six months after the release is sent out.  Neither you—nor the PR professional—can control the timing.  With an ad you have written and paid for, you control exactly what the ad says.  While you can write a press release yourself, the article that actually runs is likely to be edited or changed by the reporter.

 

Fact #3: Short of owning the newspaper or the magazine, no PR practitioner can guarantee an article will get placed.  Your publicist can put the information in its most attractive form in front of the best-positioned editors at the right magazines, and through personal follow up, can highlight the reasons they should be interested, but no one can guarantee placement unless they own the magazine.

 

Fact #4: One-shot PR doesn’t work.  Unless you are announcing a special event for the calendar page, releases don’t get 100% pickup (and even with a special event, 100% placement is rare).  There are many reasons for this, even when the release is properly written and sent to the right person.  They include:

  • The editor has already planned the next several months (or full year) of articles and doesn’t have room.
  • It reminds them of something else they’ve run recently.
  • They like the general idea, but this particular release doesn’t strike their fancy.
  • They file it with future ideas, then leave the company, and the new editor pitches the old file and starts over.
  • There are too many possible article ideas and not enough space.

 

Your best odds of getting stories placed is to send out a new release every month—or as often as you can come up with something newsworthy—and stay on the editors’ radar.

 

Fact #5: Value is created even without immediate placement.  Your publicist has  researched the best newspapers/magazines for your target audience, identified the editor most likely to be interested in your story, written the initial release, emailed it to the editor/reporter, and followed up by phone or email.  After that round of distribution and follow-up, editors will be aware of your company, and the next time they get something about you, they will be more receptive and already know who you are.

The customer’s timing to buy is not always your timing to sell.  That holds true for editors as well as product buyers. Successful marketing and PR means keeping a consistent presence so that when the editor is ready to tell a story about your topic, he thinks of you.  The key to success is being in front of the editor often enough that you are the subject of choice when an article about your specialty fits with their editorial need.

The value of one positive article can recoup the effort put into the PR process, and can create much more business than a single ad.  The biggest secret to successful PR is patience.

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Posted by on Jul 7, 2009 in Marketing & Social Media | 0 comments

Twitter Me This – Five New Twitter Tips and Tricks

Twitter Me This – Five New Twitter Tips and Tricks

twitterBy Lou Bortone

 

Are you a Twitterholic or a Twitter newbie? Are you using Twhirl to update your Twitter tweets? Whether you’re just dipping your toes into the water or diving in head first, there’s no doubt that Twitter has become the latest darling of the social networking scene. Aside from the ability to post your own, brief, 140-character updates, Twitter offers a few fun surprises. By now you may be wondering how you can use this neat, little tool to connect and communicate with the rest of the online world. Well, here are five new ways you can use Twitter (and Twhirl) to maximize your connections and boost your business…

 

First, a quick heads-up on Twhirl (www.twhirl.org): Twhirl is a Twitter “client,” or desktop application, that makes Twitter even easier to use. Twhirl sits on your desktop and basically mirrors the Twitter interface, so you can post updates and monitor your friends’ posts without having to log-in to Twitter. Twhirl also gives you the option of replying to your friend’s “tweets,” or sending them a direct (private) message.

 

As for new ways to use Twitter, consider the following:

 

  1. Your own personal search engine – You can use Twitter like a private search engine by asking your friends and followers to point you in the right direction.
  2. Instant feedback – Twitter can also act as your own, personal focus group. Just post a quick question and use Twitter to solicit surveys, opinions or ideas.
  3. Links in a blink – Use Twitter to link to your latest blog posts, sites of interest, etc. Twitter will even shorten the URL for you.
  4. Continue conversations – As mentioned above, Twitter and Twhirl make it easy to communicate with your friends via their direct message and individual reply tools.
  5. Instant Info – Use Twitter to sign up for updates or breaking news from your favorite websites such as CNN.com. (http://twitter.com/cnnbrk)

 

In the spirit of Twitter brevity, I’ll leave you with a few Twitter do’s and don’ts (All less than the allotted 140 characters!)

 

DO:

 

  • Find and follow people you admire. Chances are, they will “follow” you back.
  • Add your photo to your profile.
  • Go to Twitter’s settings tab and customize the appearance of your Twitter page.
  • Set up your Twitter posts to feed directly to your Facebook status updates.

 

DON’T:

 

 

  • Blatantly promote your own agenda or products.
  • Go overboard with your links and URLs.
  • Be dull!

 

 

Lou Bortone is an author and entrepreneur with extensive experience in marketing, branding and promotion. Before starting his own company, Lou was an award-winning marketing executive in the media industry. Lou served as National Promotion Manager for E! Entertainment Television, and later as Senior VP of Marketing and Advertising for Fox Family Worldwide, a division of Fox, in Los Angeles. Today, Lou helps entrepreneurs and solo professionals navigate their online businesses with services such as copywriting, video production and creative services. Sign up for Lou’s free mini audio course about using Online Video at http://www.TheOnlineVideoGuy.com.

 

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