A Better “Me”

Terra L. Fletcher, 8 years old

I have this really great article on How to Write an About Us Page for a Company Website. Sometimes it is hard to follow your own advice. Matters are further complicated when you are your brand.

I read stacks of magazines. And what struck me recently is the simplicity of most interviews. Most are brief question and answer segments that give you just a taste into someone’s personal life. This got me thinking about my About Me and Biographies that I’ve written for various purposes including websites, profiles, and info I send along for speaking engagements.

My About page on my website was a 533 word essay (including mission and vision statements). And not what it should be, a quick glimpse into my personal life in an easy to read format. To fix the problem I called on a freelance writer I know for help.

I asked Amanda Lauer what questions she would ask if she were interviewing me. Here are my answers. Hopefully this is just enough to satisfy your curiosity and leave you wanting just a little more.

Where are you from?

I was born in Milwaukee. I moved around a lot when I was young, but I’ve been living in Shawano, Wisconsin long enough now that I call it home.

What formal education do you have?

Formerly, I dreaded this question. I’d stall, saying that I went to school for this and that and I studied this and that… and that’s all true, but I don’t have a degree. In anything.

I knew my business was doing well when people stopped asking what my degree was in. My work speaks for itself. Don’t get me wrong; there is nothing wrong with formal education and I do believe strongly in continuing education. My grandmother was a schoolteacher and she encourages me to learn something new each day. And I read. A lot. You can learn so much from experience and good books.

What is your business background?

Much of what I know about business must’ve come to me through osmosis. My parents were hardworking entrepreneurs. I started working as a young child. I spent spring and summers cleaning cottages and taking care of guests. In the fall and winter the chimney cleaning business was booming. I did everything from exhibiting at trade shows to answering phones and designing customer retention programs. I created my first website for my parents’ business. As a teenager I got jobs in supper clubs and once at a nursing home. For five years I worked for a manufacturing company where I learned inventory, accounting, and production. If you really want to see my full resume, email your request.

How did you get into your current line of work?

I’ve loved to write for as long as I can remember. In 2007 I tried selling what I wrote. I soon realized “I must be pretty good at this.” I sold articles on a variety of topics to a wide range of publishers. When I combined my varied business knowledge with my love of marketing Fletcher Freelance was born. I began reading everything I could on psychology, marketing, writing, and business.

What is the focus of your business?

Fletcher Freelance provides marketing consultations. First, I like to get to know where a business is and where it would like to be. I help put together a marketing plan and then we begin. I specialize in internet marketing and website content, specifically search engine optimized website content. Social media marketing is also a favorite venture.

What is your wish for your professional future?

I have a young son and I enjoy the freedom and flexibility that comes from working at home. I hope to continue to do so. I’d like to do more work for internet marketing agencies and web designers – providing them with quality website content. That is what I enjoy doing the most. When I write my talent really shines through.

What is your perspective on the current economy?

There are still people with money. You can blame your business shortcomings on the economy or you can view it as an investor’s market. Now is the time to invest in your business to get the most out of it. Don’t be afraid to take action. That’s the way I try to run my business, always looking forward.

What is the most gratifying thing about what you do?

Writing has always been a passion. If I can write and get paid for it, I’m happy. When my clients get a positive return on their investment, I’m deliriously happy. And when my work pays for itself, I know I’m doing my job. Plus, I get to work with really great people. I especially enjoy meeting local business owners.

For help with your professional biography or company About Us page please call me today at 715-584-6773.

Social Media Marketing Checklist

Who

The first consideration is the human one. Who will make the social media team? Consider your executive sponsor and who is already active in social media. Not everyone will be an asset to reach your objective. How will social media marketing best be carried out?

Listen

What is the brand perception? How do consumers refer to the brand, products, and services? What topics are of interest to your target market? What questions are being asked by prospective customers? You should be listening to your competition as well. Look for similarities and opportunities.

Have a policy to handle customer service issues, sales opportunities, and other important conversations that happen online. Messages need to be taken to the appropriate person/department in a timely manner.

Your Audience

Identify who your listeners are. Look for preferences in engagement and what information they need. What channels or medias are they spending the most time in? Who are the most influential of your fans?

Goals

Track your level of engagement, frequency of updates, and watch the dashboard. Goals should always include developing relationships, learning from customers, and gathering contact information. Set goals for likes, mentions, tweets, fans, friends, followers, etc. Watch for trends and revisit goals regularly. Place this metric next to the frequency and type of communication. You should be able to tell if videos are most popular or if your customers like helpful tips.

Plan

Your Social Media Marketing plan should be a subset of your marketing plan. SMM needs to be documented. What content will be shared and how? Will you lead conversations or react to them? Define the brand’s online persona. Set goals based on potential for prospecting conversations. It is also wise to set social media guidelines for employees.

For help in defining your social media marketing plan, call me today. 715-584-6773

How to Advertise a Small Business

As the daughter of entrepreneurial parents, and living in a city of 9,000, I have a special place in my heart for the small business owner. And I understand that these people have an incredible drive and focus. A positive return on investment of their advertising dollars is crucial. When you’re working with very limited budgets, advertising cannot be just another expense, it must be an investment.

Advertising Rarely Works Overnight

It takes an average of nine exposures before a consumer will consider your business credible. Since they won’t catch every ad, you may have to run 20 or 30 ads for the same demographic to see nine ads. When you’re trying to get down to a cost per customer to calculate ROI, this is tricky business.

Advertising Cannot Be Generic

Your advertising plan must be tailored to your business, your audience, and your small town or market. Before you begin ask why you are advertising and what you expect to be the result. Do you know who your target market is? Who will buy your product or service?

If your advertising goal is to get the word out about a new business, your campaign will be very different from a more established business looking to take a larger slice of the pie. List and prioritize your goals. Focus on one goal at a time.

Great advertising is directed at one person, your best customer. Who is your very best customer? Talk to them. You need to know their age, gender, income, address, and what motivates them to buy. Are your best (potential) customers familiar with your business? Are they loyal to you or the competition? How can you better fill their needs? What emotional benefit can you give?

Does Advertising Work?

People often ask me what is the best media to advertise in? My answer is always the same. They are all good. But are they all good for you? You must be reaching your target market and getting a positive return on your investment.

Overwhelmed? Need a little direction? Call me. (715) 584-6773

Proper Use of Speech Organs to Improve Public Speaking

To communicate effectively you need to make proper use of the speech organs. Speaking clearly will ensure that your interesting and important information isn’t lost. If you’re clear and understood your audience will be motivated. Slurred words, poor enunciation, and indistinct speech detract from your message.

Slow Down

Speaking too rapidly is like hitting fast forward on a good movie. Much of the effect and benefit is lost. Running words together or slurred speech is difficult to understand. Don’t skip syllables or drop word endings. This is especially common with words ending in “ing.”

Speak Clearly

Recognize the syllables that make up words. Pronounce each one. When you’re practicing be overly precise. You will soon find balance between slurring and over enunciating. Use sufficient volume and a reasonable pace. Releasing tension will also allow smooth coordination between the mind, vocal organs, and breath control.

Open your mouth sufficiently. If your jaw muscles are clenched or your lips are rigid your speech may be muffled. Keep your head up and chin away from your chest. Release tension in the face. The jaw must be relaxed to follow orders from the brain. The lips have to be soft to put finishing touches on sounds. Relaxed jaws and lips will allow the mouth to open properly and avoid forcing sound through the teeth.

Practice

Practice reading aloud. Notice how you open your mouth and whether your face, neck, jaw, and lips are relaxed. How much facial movement is there? If there is no movement, your speech is likely indistinct. Tape or video record yourself speaking naturally. Record several minutes before listening. Listen for trouble with slurring, muffling, or clipping words. Is there a specific sound you produce incorrectly?

A little practice will go a long way in improving your public speaking. Whether in the boardroom with a few colleagues or speaking to large groups, clear expression of your viewpoint will only be made if your words are understood.

Improving your Online Visibility

From simple steps you can do yourself to tasks that require assistance (ahem, Fletcher Freelance), there is much that can be done to improve your online visibility. Particularly your local visibility.

Local Search

It is essential that you claim or create a business listing on the local search side of all major web directories and search engine directories. This would include sites like Google Places, Bing Local, and Yahoo Local – to name a few. When you do, be sure to put your business in the right categories (check what your competition is listed under). Fill in every blank you can. List your products or services, list keywords, and add a photo wherever these options are available. Encourage your customers to write testimonials for your use, but also let them know that their online reviews will allow you to help other people like them. Make it easy; give them a link to such sites. (If you do get negative reviews, be sure to respond to them.)

If you don’t claim your business on these directories, your business information may be listed incorrectly. And someone other than you could claim a listing and post incorrect information.

Also search for industry specific directories. If you’re a hair salon, Google “hair salon directories.” List in every one that is free. If you find success with one of these directories, it may be worthwhile to pay for a premium listing on a site.

Social Media

Social media is a fun way to interact with your customers. Find out where they are hanging out online and make it your aim to master one site. Focus on building relationships and becoming a subject matter expert, someone they’ll think of when they need what you have. You’ll gain visibility by engaging in dialogue and sharing interesting tips. Social media also puts you in front of your customers and potential customers more often. And it is a common way to share recommendations.

If you are new to social media, don’t just start “talking” right away. Follow other conversations first; then join in. If you need help with this tricky avenue of online marketing, consult an expert.

Website

Make sure your site is easy to use and easy to find. Consider keywords and how people will find your site. Quickly address why most visitors come to your site in the first place. You should answer all customer questions here: who you are, what you do, how to contact you, prices, and your latest news. Gather a piece of contact information (i.e. email address) so that you can continue to build a relationship with them.

Please keep in mind that this isn’t a once done and always done kind of marketing. Your online visibility needs to be maintained. Fletcher Freelance usually recommends a Jumpstart Internet Marketing Package followed by a Monthly Maintenance Package. Please call for specific recommendations for your industry and business.

(715) 584-6773