Greetings!
I really, really hope you enjoy this issue of Web Words because I stayed in on one of the few beautiful days we've had recently to put it all together. This summer's weather is certainly unexpected.
The first article--the fifth in our Success Story series--is about of a consultant who actually trains people to embrace unexpected outcomes. Then there's a story about finally getting something done for one purpose and finding out it had a lot of other benefits, too. Even Web Tips gets into the act. It's about finding a solution I didn't know I was looking for.
Last month's statistics were notable. Not only was there a good opens rate, but only one person unsubscribed. A recent article I read suggested that the unsubscribe rate is even more important than the opens stats. So thanks to all of you for sticking around.
In the news department, I've gone regional. I'm now a regular contributor to iBerkshires--the local Web site of these parts. And husband Will Ryan and I delivered a breakfast session at the Consulting Alliance called, "Fine Tuning your Elevator Speech: Words and Delivery." It was fun, and we got rave reviews.
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Success Story
Unexpected
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 This is the fifth article in our ongoing series about winning e-mail marketing campaigns.
Previous articles were: Sept. and Oct. 2007; Nov. 2008; March 2009.
Most consultants help their clients deal with expected outcomes in their field of expertise. I do. But not Kat Koppett. She helps her clients deal with the unexpected. And I don't mean predict what's going to happen. Rather, Kat uses the techniques of improv theater to help people deal with curve balls at work.
Working Together
"Improvisers are a special breed of performer," she says. "They make up scenes, songs, stories and plays on-the-spot, collaboratively, with no script or pre-planning. In order to do what they do improvisers have developed philosophies and techniques that foster group collaboration and enhance communication and creativity."
Building on a traditional theater background, Kat became interested in improv theater in the late 1980s. She also holds a master's degree in organizational psychology from Columbia. And in 2001, she published a book called Training to Imagine about how these two apparently incompatible fields work well together.
Her e-zine, launched in January, has already delivered "surprisingly positive results," she notes. "Each issue has produced at least 2 or 3 inquiries for viable projects--not necessarily big ones, but something really of value." The newsletter has also put her back in touch with colleagues around the country and overseas. "I'm sure something will come of those connections in the future," she offers.
No Wonder
Her newsletter, KopCo Comments, gets close to a 50% opens rate. That's because Kat's philosophy is to provide value in each of her publications. "I want my newsletter to be a trustworthy source of information for my readers, not a sales pitch."
As an example, I first learned about the amazing online lecture site TED from one of her mailings. Still, Kat uses the newsletter to let people know what she's doing. She sees it as a marketing tool. Her fledgling blog, which is focused on the topic of her next book--storytelling in organizations--has a different mission. It's a place to get her ideas down in writing and to dialogue about the topic.
Kat finds writing a newsletter serves as a business planning tool. "Putting together an issue leads me to think more consciously about my business and where I'm headed" Kat says. "Using Constant Contact is really easy. I feel good when I send something out--it always looks professional."
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Finding Relief
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 Think of something that would make your life easier. You know, a new can opener, upgrading a computer program or hiring an assistant.
Mine was a spreadsheet to keep track of the three-plus years of Web Words I've authored. This would allow me to send relevant articles to business prospects with one click. But the project never made it to my A list.
Then I was invited to author a column on iBerkshires--our regional Web site. My idea was to repurpose existing Web Words copy, making the task quick and easy. Presto, the spreadsheet project went to the head of the class.
Getting Help
I hired my first-ever virtual assistant--Tara Consolati--someone I've actually met face-to-face. She did a terrific job. I can now see all published articles in one glance, and with the links in Excel, I can open an article or copy it to an email with one click.
Tara's task was made simple by a three-ring binder I've kept from the beginning with a printout of every issue of Web Words, each behind its own color-coded tab. If you do any writing--newsletter, blog, regular column--this old-fashioned process will save you hours. Even in this digital era, there are times when nothing beats flipping through pages.
Going Public
Back issues of Web Words from the inaugural issue in April 2006 are available on my Web site. For years I personally uploaded them, treading with great care in the dangerous terrain of html. Then in 2007, Constant Contact introduced their Archive product. Ah, sweet relief. Now I just click a few buttons and my newsletter is neatly stowed on my Web site for all to see.
In the end, I wrote the iBerkshires column on a totally new topic. But I use my spreadsheet for a myriad of tasks, usually referring to it once or twice a day. So that thing that would make your life easier--just do it!
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| Web Tips |
 Summer and pictures seem to go together. Recently, I was asked to be the official photographer for our town picnic. Yep, we live in a town so small that everyone can gather by the river under a tent. I got lucky and the shots came out really well.
Enter Picassa. Yet another free offering from Google that allows you to view and edit photographs and then make them available online. You can post albums publicly or send them to selected addresses.
You need a Google account and enough space to download a program, but the actual editing is mostly intuitive. I started at the beginning, and it took less than an hour to process over 50 photos including enhancing some pictures and making a few judicious crops. Let me know if you'd like to see the photos. |
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And Finally . . .
Shawenon Communications collaborates with small businesses, solopreneurs, professionals and not-for-profits to get their messages across in the written word.
We specialize in electronic communications, including e-zines and other forms of email marketing, and Web site content. We also ghostwrite articles and other business communications. As a business partner, we resell Constant Contact's email marketing service.
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www.shawenon.com
Sincerely, 
Susanna Opper
Shawenon Communications
413-528-6494
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