Greetings!
It's been quite the spring around here. We got all the way to summer in March. In fact, for the first time ever, I had my first bike ride before my last ski day! All the plants are two weeks ahead of themselves and just as confused as we are.
In honor of the season, I'm débuting my "summer" photo from the shoot last fall. Let me know what you think.
Web Wordsbegan in April 2006, so the first article in this issue includes some things I've learned from four years of publishing a regular ezine. It offers useful tips for anyone who is messaging online.
I'd been planning to write about business cards for months. This issue got the nod when Peter Coombs complained, after an event we both attended, that so many business cards lack email addresses. Learn what else bugs me and how to build your list in spite of the challenges.
Partly as a result of Web Words, I've been invited to speak at the NY Capital Region Chapter of the American Marketing Association in Albany on May 13. The event is open to the public--please come. The topic: Marketing a Company of One: Building an Authentic Personal Brand.
I got some nice feedback on the March issue, especially about subject lines. Jan V. White reminds us: "Test the wording of any and every subject line the same way you should test headlines. Ask 'So what?' Will potential readers shrug their shoulders? If so, reconsider the value of what you are selling them from their viewpoint."
I'm on Twitter. Follow me.
|
Another Milestone
|
 This is Web Words' fourth birthday. Here's what I've learned?
Consistency Pays
I never missed a deadline in all those 48 months. Schooled in print magazine journalism, I learned there was never, ever an excuse to miss a deadline. I once helped publish a magazine in the middle of a change in ownership. Not only did we work for a new company, but we physically moved the office. Still, we got the publication out on time.
Readers know that they can count on Web Words to show up every month, regularly. No one is keeping track, of course, but by extrapolation, they feel they can count on me, too.
For those of you out there who have a newsletter, but don't publish regularly (you know who you are), just do it. Put your pub date on your calendar and manage to it as you would a customer deadline. After a while, it gets easy.
Experiment
I decided to inaugurate a coupon in the January issue. It was not long in the planning. Frankly, I'd always been skeptical about a coupon for services, but fellow consultant Kat Koppett included one in her New Year's mailing. And I figured, why not?
What a good idea! Many people took me up on the offer and several are in the proposal stage or have become new clients. I did spend some time with others who aren't likely to hire me any time soon, but what goes around comes around. And I enjoyed the conversations. I'll probably repeat the coupon this autumn.
Lists are Gold
As I attend seminars and scan blogs, one 21st century truth stands out above all others. You are your list. If you have a good mailing list, you can reach your market. And that makes others want to team with you as well.
Along with our venerable fourth birthday, we hit another milestone this month. Web Words has the largest ever number of new subscribers in a single month. Frankly, I'm constantly amazed that people say "yes" when I offer to send them my newsletter. When you consider the inflation rate of words online in the last four years, you'll understand what I mean. Occasionally, someone will decline, saying they have too much stuff already. But that's rare.
My favorite statistic is my "opt outs" rate. Though I hate to lose anyone, my number is usually between 0.2% and 0.4%--just a few people each month.
Bottom Line
Much as I enjoy publishing Web Words, I like helping others with their email marketing even more. I don't have statistics, but e-zines do produce a return on investment. Let's talk about your email marketing.
|
Business Card Rant
|  Have you ever been told "I don't have one" when you asked for a business card at a networking event? How about a business card without an email address? Or a card so laminated that you couldn't write notes on it?
Not long ago I met someone at a seminar. When I asked for his card, he said, "I don't use them." The time will come when we'll beam our contact info from one hand-held device to another. The technology is available now, but lacks critical mass. Until that day, I believe we all need business cards in abundant supply on us at all times. "I ran out," is no excuse. Stow extras in your wallet, glove compartment or brief case, but don't ever be without a business card.
Coin of the Realm
Let's face it, one of today's most valuable business assets is an opt-in mailing list. Growing that list is done through face-to-face networking, at least in part. I usually tell people about Web Words and ask if I can add them to my mailing list. I write WW on the card to make it official that they opted in. I also note the event, date and any particulars about following up. At least I do that when I can, which is why I don't like lamination. I also don't like fancy graphics that confuse my card scanner.
I don't spend a lot of time looking at people's business cards when I get them. I'd rather look at the people and have a conversation in the moment. Our time together is brief. Almost always, I find a few cards without email addresses. Recently I received such a card from someone in PR. I was so curious, I actually called him. He gave me his email address and said he leaves his email off his card on purpose so people will call him on the phone. Hmm!
Never Ever
I don't care who you are or what you do, I think you should carry cards with your contact information on them. I even take cards when I ski, in case I meet someone interesting on the chairlift! For little or no cost, you can get professional cards online from VistaPrint or print them on your own computer.
But having said all of this, I travel prepared with a little notebook in which people can write their first and last name and email address. Then, if I'm lucky, I'm able to read it and can enter them into my system, frowning as I do so. Don't make people frown! :( Get carded.
|
| Web Tips |  For every problem there is a solution--on the Web anyway. When you only have 140 characters (Twitter's limit), a long URL can eat up all your space.
Enter bit.ly (that's right, no .com) and tinyurl.com to shorten things up. But they do more. They track the number of times people followed your link. They don't tell you who (the way Constant Contact does). But some information is better than nothing. Here's more information about your choices.
|
|
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, Web site content and social media. We also ghostwrite articles and other business communications. As a business partner, we resell Constant Contact's email marketing service. Thanks for reading. If you liked this issue, please click on the Forward email button below to share this newsletter with others.
You're also welcome to reprint material in this newsletter as long as it is unaltered and credited to the author. Be sure to send us a copy, too. If being reproduced electronically, the following link must also be included:
www.shawenon.com
Sincerely, 
Susanna Opper
Shawenon Communications413-528-6494
|
|
|
New Offering
|  | |
|
|
|
