Writing on the Web

MAY 30, 2016

Are you starting a new blog ? What should you include in your blog if you want to use it to attract clients? I’ve been talking about how to start a blog in my recent series of posts. Your next step is to look at your design – content is king, but if your design stinks, visitors won’t get past the banner. They won’t stay, they won’t get to know you and they won’t subscribe to your blog.

Business Blogging 100

Business Blogging Banners Business Design 100

Writing on the Web

MAY 12, 2016

How do I start a blog ? . I hear it all the time: smart professionals, who are great at what they do, don’t know how to start a business blog , and probably wouldn’t have time to blog even if they did start one. Last fall Kris and I spent some time interviewing clients. We really wanted to know how we could best be of service. What we learned is that while business continues to improve for our clients , and many are having tremendous success with their blogs, others had let their blog lag

Business Blogging 100

Business Blogging Linkedin Twitter Facebook 100

Writing on the Web

APRIL 27, 2016

How do you use your blog analytics ? There are many easy-to-use blogging analytics tools out there, but the really successful bloggers know their results and tailor their blogs accordingly. This is the fifth element in the CAST system for effective blog content : C ontent (compelling). A ssets (free). S ocial Media. T rack. Here are the top five practices in business blog tracking, using analytic tools, and what to do to improve the performance of your blog so that you and your business blog get

Business Blogging 100

Business Blogging Analytics Lead Ranking Lead Scoring 100

Writing on the Web

APRIL 13, 2016

A Note from Patsi: This week’s guest post is about social media and it’s really important. Why? Because if you want to engage your business blog readers and grow your reader base, you need to use social media. We’ve been writing about the CAST system for effective blog content: C ontent (compelling). A ssets (free). S ocial Media. T rack. This post, by guest author Paul Wilberforce , looks at the common mistakes you should always avoid.

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Social Media Blogger Media Ideal Customer Profiles 100

Writing on the Web

APRIL 6, 2016

If you want to grow your reader base, that is, if you want to get found and get known online, small businesses and entrepreneurs will offer prospects and clients online information for free, such as a white paper , a report or a compelling article. This is part of the CAST acronym for ways to grow readership. CAST Your Net: A is for Assets. I’ve been blogging about ways to grow your reader base using this memory device: C ontent.

Paper 100

Paper Sample Guidelines Trust Marketing 100

Writing on the Web

MARCH 30, 2016

Is your blog content compelling? Are you attracting new readers, engaging with them, and growing your reader base? In my last post , I shared an acronym that you should be using when writing blog content: C ontent (compelling). A ssets (free). S ocial Media. T rack. Hemingway did not have the technological advantages that we have, nor a blog, but he knew how to engage his readers.

Content 100

Content Banners Newsletter Validation 100

Writing on the Web

FEBRUARY 26, 2016

Oh no! If I Googled your business name, what would I find? Are you easy to get found online? It is a sinking feeling when you’ve created quality content for your site that’s been optimized for content and keywords, and it’s still not showing up on the first page (or pages!) in a search return. So what can you do? Downshift. While search engine sites should discover and index your site automatically, if you’re not showing up, or you want to improve your search engine ranking , try manually

Google 100

Google Business SEO Keywords 100

Writing on the Web

FEBRUARY 17, 2016

How easy is it for you to get found online? Are you attracting the kinds of readers who could be your ideal clients? Here’s a quick 5 question quiz to reveal how well you’re doing: 5 Question Quiz. How easy is it for someone to find you doing a search for answers to their problems? What comes up for your name? What comes up for the keywords that describe what your business does?

Ad Exchange 100

Ad Exchange Keywords Google Video Marketing 100

Writing on the Web

FEBRUARY 11, 2016

How to get found online. That was one of the most common answers we heard to the question, “What is your biggest struggle?” during our recent client interviews. In my last post , I shared why SEO and content marketing fit together. While your blog needs good Search Engine Optimization, it has to start with quality content. But what exactly is the definition of quality content?

Content 100

Content Consulting Newsletter Opinions 100

Writing on the Web

FEBRUARY 4, 2016

A Note from Patsi: This week’s guest post is about SEO and content marketing and it’s really important. Why? Because if you write your own blog, you may think that quality content is all you need to get found online and attract clients. It’s not. I don’t care how good your writing is or how important you are as a thought leader in your field.

SEO 100

SEO Content Marketing Paid Search Agency Advertising Agencies 100

Writing on the Web

JANUARY 19, 2016

Content marketing is challenging, but it’s also the most rewarding work I’ve ever done. What more satisfying way to market professional services than by writing from the heart? When you address the problems your readers experience with your own knowledge, experience and wisdom, you help others AND build credibility authentically. If you’ve been reading my blog for any length of time, you probably know that I do not believe in new year resolutions.

Content Marketing 100

Content Marketing Planning Content Marketing & Strategy 100

Writing on the Web

DECEMBER 16, 2015

Do you know how to blog for your business using personality yet remaining professional? No, seriously – there’s an ongoing trend to be personal with blogs. I see it everywhere – blogs, email, newsletters. If you’re writing for business, you want to connect with your readers by using personal stories. But how much is too much? Rohit Bhargava’s written a whole book about this, filled with examples of how companies are successfully using personalities to market their business prod

Personalization 100

Personalization Business Lock-In Newsletter 100

Writing on the Web

DECEMBER 2, 2015

How do you create an emotional connection with your blog readers? More importantly, how do you get them so inspired they want to take action, like join your list, opt-in, comment, or buy something? Here are some psychological secrets to keep in mind. When writing on the web – either in a blog post , a newsletter or other forms of content marketing , readers are more likely to respond to your offers of service or products if there is a resonance between you.

Opinions 100

Opinions Opt-out Newsletter Opt-in 100

Writing on the Web

NOVEMBER 25, 2015

Are you writing stories with feeling on your business blog? If your blog post doesn’t resonate emotionally, you can’t do a good job of building relationships, inspiring trust, and moving people into taking action. As I mentioned in my last post , great blog content appeals to people who are both thinkers and feelers. To do this, blog writers need to get real with readers – they need to step away from their anonymous masks and get emotional.

Content 100

Content Blogger Positioning Business Blogging 100

Writing on the Web

NOVEMBER 11, 2015

Is your blog content writing appealing to both thinkers AND feelers ? If you aren’t appealing to these two types of communication (and decision) styles, you’re missing half of your readership potential. When I’m blogging, I like to cite studies whenever I write about a concept, to prove my point. In The Collected Works of C. G. Jung, Volume 6: Psychological Types , noted psychologist Carl Jung identified four primary functions of consciousness: Two perceiving functions: Sensation and

Content 100

Content Newsletter Course Analysis 100

Writing on the Web

NOVEMBER 4, 2015

Building a product funnel on your blog is key to making all your hard work profitable. As I explained in my previous post , a great product funnel provides your readers with an opportunity to get to know you, like you and trust you. You make compelling offers to your readers that they can receive from free to fee: Some information for free, immediate download, no strings.

Top of Funnel 100

Top of Funnel Product Digital Marketing Funnels Marketing Funnels 100

Writing on the Web

OCTOBER 28, 2015

Are you building a product funnel on your blog? In my recent blog posts, I’ve been talking about ways to earn money blogging using two different methods: Sell products directly through your blog (or website). Sell products or services because of your blog , or indirectly. These are two key elements of a product funnel – a key internet marketing strategy that will help ensure that you are not leaving money on the table or missing opportunities to solidify the relationships your hard-earned cont

Top of Funnel 100

Top of Funnel Marketing Funnels Product Content Marketing 100

Writing on the Web

OCTOBER 21, 2015

Do you know how to make money blogging? Let me ask you this: Are you earning money because of your blog? If so, your blog is a means of indirect sales. As I talked about in my last post , there are two different methods you can earn money blogging: Directly. Indirectly. How to Make Money Indirectly from a Business Blog. A quick review: When I speak of earning money directly from a blog , I am referring to methods such as advertising on your blog, sponsorship on your blog, sale of products or se

Blogger 100

Blogger Business Blogging Webinar Metrics Consulting 100

Writing on the Web

OCTOBER 14, 2015

Can you still make money blogging ? Or is it too late to get in to the game? As I shared in my last post , the blogging has rapidly changed, but it’s not too late to start a blog, or turn your existing blog in to a source of income. The first step is to identify your blog goals – you’ll want to keep these in mind as you consider the ways you can earn money directly with a blog.

Cost Per Click 100

Cost Per Click Merchandising Cost per Acquisition Adsense 100

Writing on the Web

OCTOBER 8, 2015

How do you make money from business blogging? This is a question I was recently asked by a friend. It seems like a straightforward question, but the answer is complex. Most blogs aren’t profitable, but people devote a great deal of time and energy to them. There must be a good reason, no? You need to understand how to use business blogging to suit your business goals.

Business Blogging 100

Business Blogging Adsense Business Adwords 100

Writing on the Web

SEPTEMBER 30, 2015

How are you doing on your business blogging strategies for 2015 ? Have you been hitting the targets and benchmarks you set for yourself? I don’t believe in making New Year’s resolutions, but after 15+ years working with executive coaches and consultants , I know that having clearly defined goals and expectations for a business blog or website is critical to help you get found, get known, and get clients.

Business Blogging 100

Business Blogging Business Marketing & Strategy Broadcasting 100

Writing on the Web

SEPTEMBER 23, 2015

Business blogging can be frustrating for professionals. Does this happen to you? You sit down to (finally!) write on your business blog, you’ve done a bunch of research, you’ve created lists, outlines and even saved a few great blog post drafts, but you haven’t actually published any of your content… There always seems to be one more thing to check before you pull the ‘publish’ trigger.

Business Blogging 100

Business Blogging Creativity Tips Video Marketing 100

Writing on the Web

SEPTEMBER 16, 2015

It’s the rainy season here in Mexico – a great time to do a lot of reading, writing and recovery – at least, that’s what I told myself when I scheduled my shoulder surgery. But I’m having trouble with my blog writing. And now I’m stuck. I’ve got Blogger’s Block. (Yes, even experienced bloggers can get stuck from time to time.). So I pull out my bag of great blog post tricks, and determine where I’m stuck in the process.

Blogger 100

Blogger Tips Creativity Relevance 100

Writing on the Web

SEPTEMBER 4, 2015

Do you struggle with the creative process of writing blogs ? Do you cringe when you need to find a topic for your blog? You’re not alone. Over the past 11 years, I’ve written a ton of information about writing great blog posts and newsletters, as well as e-books, white papers and articles to increase your visibility. Sometimes it feels like I’ve already written as much as I have to say.

Creativity 100

Creativity Process Aggregators Paper 100

Writing on the Web

AUGUST 26, 2015

When it comes to business blogging , how do you save time and still get results? How do you make blog tasks so easy your cat could do it? It’s the dog days of summer but around our house that expression isn’t acceptable. Doodles and Buster would have a cat fit. Here in Mexico we’re in the rainy season, when the heat of the Summer is tempered by the cool nightly rains.

Business Blogging 100

Business Blogging Business Tips Guidelines 100

Writing on the Web

AUGUST 22, 2015

As I’ve shared in previous posts, the value of social proof — referrals, recommendations , and client testimonials — cannot be underestimated. Similar to how frequent, quality content enhances your website pages, social proof enhances your professional credibility. When readers learn from the comments from other people about your business, they become your most persuasive sales people.

Linkedin 100

Linkedin Ideal Customer Profiles Peer-to-peer Profiling 100

Writing on the Web

JULY 16, 2015

There’s no doubt that social proof is one of the key ways people decide to buy or try your products or services. But if you don’t have a lot of clients, or you’re starting a new business or product, how do you get quality client testimonials ? I get asked about this by some of my consulting clients. Nothing can backfire and destroy trust and credibility more quickly than phony testimonials.

Ethics 100

Ethics Focus Group Trust Marketing Consulting 100

Writing on the Web

JULY 8, 2015

When writing on the web about your services or products, I can’t emphasize enough the importance of testimonials and client reviews. Social proof is such a strong persuasion trigger you shouldn’t limit these comments to just a page, but have them scattered throughout your web and blog pages. Know what works best for your content marketing strategies, especially when creating a website or blog, introducing yourself, a new product, or special promotion.

Click Rate 100

Click Rate Blogger Trigger Marketing Contact Marketing 100

Writing on the Web

JUNE 26, 2015

Why is social proof so important when writing on the web? This week I got a call from a person who wanted to buy a subscription to executive coach articles to use for her new newsletter. What sealed the deal? The testimonials from other subscribers. Recommendations, testimonials and client stories are a powerful persuasion tactic. It’s one of the key persuasion triggers that get people to take action.

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Amazon Validation Click Rate Tactics 100

Writing on the Web

JUNE 26, 2015

Why is social proof so important when writing on the web? It makes the difference between converting a reader to a client and influencing a sale or not. This week I got a call from a person who wanted to buy a subscription to executive coach articles to use for her new newsletter. What sealed the deal? The testimonials from other subscribers. Social proof— recommendations, testimonials and client stories —are a powerful persuasion tactic.

Trigger Marketing 100

Trigger Marketing Amazon Validation Click Rate 100

Writing on the Web

JUNE 16, 2015

How are you doing with your 2015 blog goals ? Are you publishing blog topics that include compelling, relevant content that solves the problems of your readers? A study on B2B content marketing has shown that 70% of businesses online have more content now than they had last year, and of these, 80% are doing so through corporate blogs. These smart professionals understand the effectiveness of blogs, but blogging is not without challenges: figuring out what blog topics to focus on, conducting appr

Generation 100

Generation Keywords Adwords SERP 100

Writing on the Web

JUNE 4, 2015

Are you an expert? Then you need to write and publish an expert ebook. Now. Before your field gets flooded with too many on the same topic (if it isn’t already). Trust me on this one. Just as business blogs caught fire in 2004-2005, expert ebooks are what smart professionals use as a key marketing tool to get found, get known and get clients. If you’re an expert and want to get found online, there’s no better way than to give visitors to your website or blog a free report that shows your e

Barriers 100

Barriers Amazon Lead Ranking Lead Scoring 100

Writing on the Web

MAY 27, 2015

I get calls from executive coaches and consultants who want to publish an expert ebook. They ask me for help, to ghost write either for or with them. The answer is yes : in certain fields, I am a ghost writer. I read a ton of books on leadership, and study how the big sellers on Amazon are written in this category. I can help you write an expert ebook on leadership.

Thought Leadership 100

Thought Leadership Amazon Act-On Consulting 100

Writing on the Web

MAY 15, 2015

Once upon a time, SEO met up with Content Marketing , fell in love, and vowed to never separate, to always work together in harmony. Anyone who’s been around the ‘Net a while understands a little about optimizing content so that the search engines can index it according to topic and relevance to readers. About ten years ago, someone decided to give a name to the type of marketing that occurs that involves the creation and sharing of media and publishing content in order to acquire an

SEO 100

SEO Content Marketing Content High Quality Lead 100

Writing on the Web

MAY 10, 2015

All the data shows that people prefer doing business with authentic brands and authentic professionals. But how authentic is your blog writing? Do you sound authentic? And, how do you write authentically, anyway? In my last blog post, I shared 5-steps for a good bio/marketing message for an e-newsletter : Tell them who you are and what you can do to help solve their challenges.

Newsletter 100

Newsletter Act-On Custom Publishing Education 100

Writing on the Web

APRIL 8, 2015

'What’s the best kept secret of a newsletter bio? As I mentioned in my last post, your bio on your blog or website About page should be current and tell a story, rather than be a resume written in the third person. The same is true for an email newsletter bio. Unfortunately, I see many coaches and consultants use their resumes for their sidebar bio. (“Dr.

Newsletter 100

Newsletter Best Practices Storytelling Stats 100

Writing on the Web

MARCH 26, 2015

'When’s the last time you updated your bio on your About page on your blog or website? Smart bloggers know that this is one of the most visited pages: People want to know who’s behind a business. Personalities count. Yet many blogs and sites have a standard resume written in the third person, boring as all get-out. Certainly client lists are important.

Storytelling 100

Storytelling Barriers Blogger Planning 100