Turning Lemons Into Lemonade

Make lemonade from lemons

 

Messed up? Make lemonade.

We’ve all been there. You check your work once, twice, three times … you read it aloud, ask a trusted employee to review it, save it and give it a final review first thing in the morning with a fresh brain and rested eyes. You pronounce it ready and emphatically click send.

And then: Nooooo! You see the spelling mistake, the missing word, the broken hyperlink. Or something worse, like the price that was supposed to be introductory — but you forgot to add the disclaimer.

Sometimes it’s not our fault; it’s one bloody auto-correct tool or another, thinking it knows better than we do, sneakily messing with our words.

Even the most eagle-eyed among us can miss a typo. So stop beating yourself up, accept that mistakes happen, and make lemonade from lemons. Read on for a few “lemonade recipe” examples.  (more…)

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Canned Content Is For The Birds

Nearly identical birds

With canned content, your business is nearly indistinguishable from your competitor’s.

There are times when it’s really hard to bite your tongue. I had one of those moments during a recent conversation with a new client. While discussing their current marketing tactics and how we could improve their effectiveness, the client mentioned that they use email marketing to stay in touch with a large list of past clients and contacts. When I probed, she explained, “We subscribe to this great service which provides us industry-related content that we share to our email lists automatically. It’s really easy!”

My response? First, a deep breath; then count one, two, three.  (more…)

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One Missing Step To Email Marketing Success

Missing Step

Are you missing a key step to email marketing success?

You’re distracted. Yes, you have work to do, but it’s a beautiful day and you want to be outside. Or your personal to-do list is out of control and you just need some time to tackle it. Maybe you simply want to work a little less hard. That’s fair, right?

Not only fair, but smart. With systematic processes, you can streamline your marketing efforts, reducing the hurdles associated with content publication and helping to maintain marketing momentum. One such process can increase your email open rates by 50% without a lot of additional effort.

Want to learn more? (more…)

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Hashtag Refresher

hashtags and tapas

The application of hashtags in each platform is as varied as a dinner of tapas small plates.

The hashtag emerged as a method to sort through innumerable volumes of social media posts. Initially used by Twitter, hashtags helped users to classify or categorize tweets around specific topics, making relevant content discoverable by others. Searching on a hashtag like #BestTapasBoston would produce a set of tweets relating to restaurants serving tapas (small plates). Hashtags can be used as a way to search for and connect with others who share a common interest.

With the growth in social media adoption, use of hashtags expanded to other platforms, including Instagram, Facebook, Google+ and Pinterest. But while their use has spread, the application of hashtags in each platform is as varied as a meal of tapas plates. While you may choose to participate on several social platforms for your business, it’s important to cater both the style of the posts and the use of hashtags to each platform.  (more…)

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Launch Wisdom: Productize Your Services

Helm station

Like a ship’s captain, you must plot your route, meticulously considering the changing currents, shoals and tides.

There are many approaches to entrepreneurship — purchasing a franchise, acquiring an established company, freelancing as an independent contractor or starting a brand new venture of your own. Each model has its own unique set of benefits and challenges. It’s a big step to migrate from being part of a crew to captaining the ship.

It can be lonely at the helm

I’ve helped a number of clients navigate the transition from a corporate career to entrepreneurship. In fact, I did the same myself back in 2010.

Buoyed by creative energy and enthusiasm, it’s common to plunge in without cognizance of the enormity of going it alone — at least initially, when everything from business development and managing the books to providing the actual service of your business falls directly in your lap. Even for those who instigate the change thoughtfully and deliberately, the scale and scope of launching a business are surprisingly complex. (more…)

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