(2190,4,'2013-05-20 13:46:58','2013-05-20 13:46:58','Sometimes you see stuff that makes you shake your head (or slap your forehead) and wonder how some people manage to stay afloat.\r\n\r\n[caption id=\"\" align=\"aligncenter\" width=\"450\"]<a title=\"THE G.A.H. PERM FOREHEAD SLAP by happy via, on Flickr\" href=\"http://www.flickr.com/photos/via/133833172/\"><img alt=\"THE G.A.H. PERM FOREHEAD SLAP\" src=\"http://farm1.staticflickr.com/48/133833172_ba78ee5077.jpg\" width=\"450\" height=\"300\" /></a> THE G.A.H. PERM FOREHEAD SLAP by happy via on Flickr[/caption]\r\n<p style=\"text-align: left;\">\r\nBased on personal experiences in the past week alone, here are three guaranteed ways to lose business fast:</p>\r\n<strong>1. If you have a website, make sure it is lacking relevant information.</strong>\r\n\r\nSure, every business should have a website, but not any website will do. Websites should be useful if you want them to support your business.\r\n\r\nI was looking for a restaurant in which to grab some lunch. I found several and checked out their websites. One place had a website that did not have the following: hours of operation, location, menu.  Guess what? I did not have lunch there.\r\n\r\n<strong>2. Make it very difficult to do business with you (and easier to do it with competitors)</strong>\r\n\r\nHow many hoops do you want your potential customers to jump through? Five? Ten? Perhaps you are putting a few too many obstacles for your customers to climb through to get to you. These obstacles can be things like too many forms to fill, rules, not providing services your competitors provide, and so forth.\r\n\r\nI wanted to get some catering for my workshop last week. I usually order coffee and pastries from a national chain, but that place was not nearby the location last week. I thought I would patronize a local place, so I checked it out. First, it took ONE week to get an answer back. Then, I was told that coffee could be provided, but the coffee urn would have a $100 deposit (meanwhile, almost all coffee chains have a portable cardboard coffee box that they don\'t have to charge a deposit for). Oh, and they do not provide plates for the pastries. Guess what? I found another place to get some coffee and pastries.\r\n\r\n<strong>3. Ignore your social media responses and/or your emails. Take your time responding if you do get around to it.</strong>\r\n\r\nThe thing about social media and in some cases email too is that it is a quick response forum. This is not the pony express or even the USPS. I don\'t send a missive on social media expecting a response next week. I expect it today, or even sooner.\r\n\r\nI wanted to refer someone some business, but did not have complete contact information. I tweeted and got no response. Even now, more than a week later, I have yet to receive any type of acknowledgement. I can\'t send business to someone who either doesn\'t care to respond or doesn\'t understand how social media works. And then there is the case of the coffee shop I mentioned above. One week to answer an email about doing business with you? That is unacceptable. If you can\'t answer emails or tweets, then I think you don\'t have the time or the interest to do business with me.\r\n\r\nHave you seen these classic business mistakes?','3 guaranteed ways to lose business fast','','publish','open','open','','3-guaranteed-ways-to-lose-business-fast','','','2013-05-20 13:46:58','2013-05-20 13:46:58','',0,'http://deborahbrody.com/?p=2190',0,'post','',0),
(2175,4,'2013-05-09 17:54:18','2013-05-09 17:54:18','OK, so you don\'t like to blog. You hate tweeting. You refuse to put up a picture on your LinkedIn profile. And yet you have all those social media platforms. Perhaps you should get rid of them.\r\n\r\nHere\'s the thing. If you don\'t use them--for whatever reason--don\'t have them. Having an old blog, and old profile or an unused Twitter makes it seem like you are no longer around or worse, that you just don\'t care.\r\n\r\nLast night, I attended a panel presentation where one of the presenters said that potential employers and/or new business connections are checking out your social media profiles  prior to meeting with you. Having an outdated social media presence sends a message, and it is not a good one. (As an aside, and kind of weird, I checked the social media presence for some of these panelists and I found a blog that hasn\'t been updated since 2009 and someone with four  LinkedIn profiles with about one connection each. Hmm. That is not a great message is it?)\r\n\r\nThis is the message I am getting from you:\r\n<p style=\"padding-left: 30px;\">You say you know how to do social media but you haven\'t tweeted in two months and you only have 50 followers? I don\'t believe you.</p>\r\n<p style=\"padding-left: 30px;\">You are a writer and you say you can help others blog but your website doesn\'t have a blog? You don\'t know how to position yourself and what a blog is really for.</p>\r\n<p style=\"padding-left: 30px;\">You are a communications executive and all you have is a personal Facebook page?  You don\'t get the power of social media to educate and expand your network.</p>\r\nYou are sending a message  by having an outdated or unused profile and it may not be one that you want to communicate. An outdated or unused profile  could  mean that you are not comfortable on social media, that you don\'t have much to say, that you don\'t pay attention to social media or even that you experiment but don\'t follow through. None of it is positive.\r\n\r\n<strong>Don’t miss out! Sign up for the next How to blog workshop, taking place on May 17. Details and registration<a href=\"http://howtowriteyourblog4.eventbrite.com/#\" target=\"_blank\"> here.</a></strong>','What message are you sending?','','publish','open','open','','what-message-are-you-sending','','','2013-05-09 17:54:18','2013-05-09 17:54:18','',0,'http://deborahbrody.com/?p=2175',0,'post','',0),
(2176,4,'2013-05-09 17:54:15','2013-05-09 17:54:15','OK, so you don\'t like to blog. You hate tweeting. You refuse to put up a picture on your LinkedIn profile. And yet you have all those social media platforms. Perhaps you should get rid of them.\n\nHere\'s the thing. If you don\'t use them--for whatever reason--don\'t have them. Having an old blog, and old profile or an unused Twitter makes it seem like you are no longer around or worse, that you just don\'t care.\n\nLast night, I attended a panel presentation where one of the presenters said that potential employers and/or new business connections are checking out your social media profiles  prior to meeting with you. Having an outdated social media presence sends a message, and it is not a good one. (As an aside, and kind of weird, I checked the social media presence for some of these panelists and I found a blog that hasn\'t been updated since 2009 and someone with four  LinkedIn profiles with about one connection each. Hmm. That is not a great message is it?)\n\nThis is the message I am getting from you:\n<p style=\"padding-left: 30px;\">You say you know how to do social media but you haven\'t tweeted in two months and you only have 50 followers? I don\'t believe you.</p>\n<p style=\"padding-left: 30px;\">You are a writer and you say you can help others blog but your website doesn\'t have a blog? You don\'t know how to position yourself and what a blog is really for.</p>\n<p style=\"padding-left: 30px;\">You are a communications executive and all you have is a personal Facebook page?  You don\'t get the power of social media to educate and expand your network.</p>\nYou are sending a message  by having an outdated or unused profile and it may not be one that you want to communicate. An outdated or unused profile  could  mean that you are not comfortable on social media, that you don\'t have much to say, that you don\'t pay attention to social media or even that you experiment but don\'t follow through. None of it is positive.\n\n<strong>Don’t miss out! Sign up for the next How to blog workshop, taking place on May 17. Details and registration<a href=\"http://howtowriteyourblog4.eventbrite.com/#\" target=\"_blank\"> here.</a></strong>','What message are you sending?','','inherit','open','open','','2175-revision','','','2013-05-09 17:54:15','2013-05-09 17:54:15','',2175,'http://deborahbrody.com/2013/05/2175-revision/',0,'revision','',0),
(2177,4,'2013-05-14 14:00:31','2013-05-14 14:00:31','We use different tones, depending on the audience we are speaking to and our personalities. Tones help define us and the content of what we are saying.  For examply, the professorial types always sound like they are lecturing, even when they are just discussing the weather.\r\n\r\nWhenever we write something, we engage a certain tone. If we are writing an academic paper, we may use an authoritative tone. If we are writing an ad for a baby boutique, we may take on a cheerful tone.  And of course, when we are writing blogs, we should have a definable tone. Some blogs are matter-of-fact. Others are irreverent. Some are angry (and those are generally using the blogosphere to rally against something or someone).  What tone does your blog have?\r\n<div>\r\n\r\n<b>Some tones to use include:<span style=\"text-decoration: underline;\">\r\n</span></b>\r\n\r\n</div>\r\n<div>\r\n<ul>\r\n	<li>candid</li>\r\n	<li>casual</li>\r\n	<li>cheerful</li>\r\n	<li>compassionate</li>\r\n	<li>conciliatory</li>\r\n	<li>confident</li>\r\n	<li>curious</li>\r\n	<li>empathetic</li>\r\n	<li>encouraging</li>\r\n	<li>excited</li>\r\n	<li>expectant</li>\r\n	<li>fervent</li>\r\n	<li>formal</li>\r\n	<li>fun</li>\r\n	<li>happy</li>\r\n	<li>humorous</li>\r\n	<li>incisive</li>\r\n	<li>objective</li>\r\n	<li>optimistic</li>\r\n	<li>outspoken</li>\r\n	<li>relaxed</li>\r\n	<li>serious</li>\r\n	<li>skeptical</li>\r\n	<li>sympathetic</li>\r\n</ul>\r\n</div>\r\n<div>\r\n\r\n<b>Some tones to avoid:</b>\r\n\r\n</div>\r\n<div>\r\n<ul>\r\n	<li>brusque</li>\r\n	<li>contentious</li>\r\n	<li>cynical</li>\r\n	<li>derogatory</li>\r\n	<li>desperate</li>\r\n	<li>doubtful</li>\r\n	<li>fatalistic</li>\r\n	<li>fearful</li>\r\n	<li>frantic</li>\r\n	<li>gloomy</li>\r\n	<li>grim</li>\r\n	<li> holier-than-thou</li>\r\n	<li>hopeless</li>\r\n	<li>lethargic</li>\r\n	<li>melancholy</li>\r\n	<li>paranoid</li>\r\n	<li>pedantic</li>\r\n	<li>selfish</li>\r\n	<li>unsympathetic</li>\r\n</ul>\r\n<h3>Want to make your blogging better?</h3>\r\nAttend my How to Write Your Blog workshop THIS Friday, May 17. Details and registration <a href=\"http://howtowriteyourblog4.eventbrite.com/#\" target=\"_blank\">here</a>.\r\n\r\n</div>','Does your blog have a tone of voice?','','publish','open','open','','does-your-blog-have-a-tone-of-voice','','','2013-05-14 14:00:31','2013-05-14 14:00:31','',0,'http://deborahbrody.com/?p=2177',0,'post','',0),
(2179,4,'2013-05-14 13:59:13','2013-05-14 13:59:13','We use different tones, depending on the audience we are speaking to and our personalities. Tones help define us and the content of what we are saying.  For examply, the professorial types always sound like they are lecturing, even when they are just discussing the weather.\n\nWhenever we write something, we engage a certain tone. If we are writing an academic paper, we may use an authoritative tone. If we are writing an ad for a baby boutique, we may take on a cheerful tone.  And of course, when we are writing blogs, we should have a definable tone. Some blogs are matter-of-fact. Others are irreverent. Some are angry (and those are generally using the blogosphere to rally against something or someone).  What tone does your blog have?\n<div>\n\n<b>Some tones to use include:<span style=\"text-decoration: underline;\">\n</span></b>\n\n</div>\n<div>\n<ul>\n	<li>candid</li>\n	<li>casual</li>\n	<li>cheerful</li>\n	<li>compassionate</li>\n	<li>conciliatory</li>\n	<li>confident</li>\n	<li>curious</li>\n	<li>empathetic</li>\n	<li>encouraging</li>\n	<li>excited</li>\n	<li>expectant</li>\n	<li>fervent</li>\n	<li>formal</li>\n	<li>fun</li>\n	<li>happy</li>\n	<li>humorous</li>\n	<li>incisive</li>\n	<li>objective</li>\n	<li>optimistic</li>\n	<li>outspoken</li>\n	<li>relaxed</li>\n	<li>serious</li>\n	<li>skeptical</li>\n	<li>sympathetic</li>\n</ul>\n</div>\n<div>\n\n<b>Some tones to avoid:</b>\n\n</div>\n<div>\n<ul>\n	<li>brusque</li>\n	<li>contentious</li>\n	<li>cynical</li>\n	<li>derogatory</li>\n	<li>desperate</li>\n	<li>doubtful</li>\n	<li>fatalistic</li>\n	<li>fearful</li>\n	<li>frantic</li>\n	<li>gloomy</li>\n	<li>grim</li>\n	<li> holier-than-thou</li>\n	<li>hopeless</li>\n	<li>lethargic</li>\n	<li>melancholy</li>\n	<li>paranoid</li>\n	<li>pedantic</li>\n	<li>selfish</li>\n	<li>unsympathetic</li>\n</ul>\n<h3>Want to make your blogging better?</h3>\nAttend my How to Write Your Blog workshop THIS Friday, May 17. Details and registration <a href=\"http://howtowriteyourblog4.eventbrite.com/#\" target=\"_blank\">here</a>.\n\n</div>','Does your blog have a tone of voice?','','inherit','open','open','','2177-revision','','','2013-05-14 13:59:13','2013-05-14 13:59:13','',2177,'http://deborahbrody.com/2013/05/2177-revision/',0,'revision','',0),
(2180,4,'2013-05-14 13:59:16','2013-05-14 13:59:16','We use different tones, depending on the audience we are speaking to and our personalities. Tones help define us and the content of what we are saying.  For examply, the professorial types always sound like they are lecturing, even when they are just discussing the weather.\r\n\r\nWhenever we write something, we engage a certain tone. If we are writing an academic paper, we may use an authoritative tone. If we are writing an ad for a baby boutique, we may take on a cheerful tone.  And of course, when we are writing blogs, we should have a definable tone. Some blogs are matter-of-fact. Others are irreverent. Some are angry (and those are generally using the blogosphere to rally against something or someone).  What tone does your blog have?\r\n<div>\r\n\r\n<b>Some tones to use include:<span style=\"text-decoration: underline;\">\r\n</span></b>\r\n\r\n</div>\r\n<div>\r\n<ul>\r\n	<li>candid</li>\r\n	<li>casual</li>\r\n	<li>cheerful</li>\r\n	<li>compassionate</li>\r\n	<li>conciliatory</li>\r\n	<li>confident</li>\r\n	<li>curious</li>\r\n	<li>empathetic</li>\r\n	<li>encouraging</li>\r\n	<li>excited</li>\r\n	<li>expectant</li>\r\n	<li>fervent</li>\r\n	<li>formal</li>\r\n	<li>fun</li>\r\n	<li>happy</li>\r\n	<li>humorous</li>\r\n	<li>incisive</li>\r\n	<li>objective</li>\r\n	<li>optimistic</li>\r\n	<li>outspoken</li>\r\n	<li>relaxed</li>\r\n	<li>serious</li>\r\n	<li>skeptical</li>\r\n	<li>sympathetic</li>\r\n</ul>\r\n</div>\r\n<div>\r\n\r\n<b>Some tones to avoid:</b>\r\n\r\n</div>\r\n<div>\r\n<ul>\r\n	<li>brusque</li>\r\n	<li>contentious</li>\r\n	<li>cynical</li>\r\n	<li>derogatory</li>\r\n	<li>desperate</li>\r\n	<li>doubtful</li>\r\n	<li>fatalistic</li>\r\n	<li>fearful</li>\r\n	<li>frantic</li>\r\n	<li>gloomy</li>\r\n	<li>grim</li>\r\n	<li> holier-than-thou</li>\r\n	<li>hopeless</li>\r\n	<li>lethargic</li>\r\n	<li>melancholy</li>\r\n	<li>paranoid</li>\r\n	<li>pedantic</li>\r\n	<li>selfish</li>\r\n	<li>unsympathetic</li>\r\n</ul>\r\n<h3>Want to make your blogging better?</h3>\r\nAttend my How to Write Your Blog workshop THIS Friday, May 17. Details and registration <a href=\"http://howtowriteyourblog4.eventbrite.com/#\" target=\"_blank\">here</a>.\r\n\r\n</div>','Does your blog have a tone of voice?','','inherit','open','open','','2177-revision-2','','','2013-05-14 13:59:16','2013-05-14 13:59:16','',2177,'http://deborahbrody.com/2013/05/2177-revision-2/',0,'revision','',0),
(2184,4,'2013-05-16 17:53:23','2013-05-16 17:53:23','Yesterday, I read Gini Dietrich\'s take on the state of the PR industry, <a href=\"http://spinsucks.com/communication/the-pr-industry-does-need-better-pr/\" target=\"_blank\">The PR Industry Does Need Better PR</a>, on her firm\'s blog, Spin Sucks. Basically, Gini points out that what people think they know about PR is wrong or misleading. It\'s her conclusion that what the PR industry needs is better PR.\r\n\r\n<strong>I think what the PR industry needs is better business skills.</strong>\r\n\r\nHave you been to a PR networking event lately? If you have, you\'ve probably noticed a lot of young people, mostly women. These young people often have inflated titles--including account manager, account director and even vice president--after being in the industry for three years or so. Many of these PR \"pros\" studied PR in college. Some may have even had an internship or two.\r\n\r\nYou may also have met a lot of former journalists who have decided they will have more job stability in public relations, while using their writing skills and knowledge of what is newsworthy.\r\n\r\n<span style=\"text-decoration: underline;\">What few of these PR people have is a solid understanding of business.</span> Few, if any, have gone to business school. Few, if any, understand basic marketing ideas like push-pull. Fewer still understand finance, balance sheets or even how to read and  interpret data.\r\n\r\nLots of people are busy trying to figure out how to get the word out about an event, or how to have a great social media campaign, but what they are failing to see is the big picture--how public relations helps a company to achieve its business objectives.\r\n\r\nA big part of the disconnect that currently exists between public relations agencies and the business side of the industries served has to do with the separation between communications functions and marketing and sales roles. Even though public relations is part of marketing communications, public relations does not usually have a stake in marketing and sales processes and outcomes. Businesses may hire public relations agencies to help with image, but even then, the point usually is to increase the bottom line (i.e. sales in for profit organizations, influence or donors at nonprofit organizations).\r\n\r\nIn his article <a href=\"http://www.prdaily.com/Main/Articles/14477.aspx\" target=\"_blank\">3 reasons to find a new PR/social media agency</a>, Scott Signore states quite succinctly the following as his third reason:\r\n<blockquote><strong>Finally</strong>, despite the evolution in the category and the number of significant changes the PR business has endured over the years, it’s still about executing a communications program that helps drive business. So, look for another PR and social media agency partner if your current group is not directly supporting your business objectives.</blockquote>\r\nWhat Scott is saying is that if PR agencies are not helping companies achieve <strong>business objectives</strong>, they should be fired. Fundamentally, they are not doing their job.\r\n\r\nAnd yet, as I said before, too many PR professionals simply do not understand business. All public relations pros should be reading business books or articles or watching business-focused programs. Those who want to be high-level agency executives should consider going to business school.\r\n\r\nWhat do you think? Is it a PR problem? Or is it a lack of business know-how?','Is it a PR problem or is it a business problem?','','publish','open','open','','is-it-a-pr-problem-or-is-it-a-business-problem','','\nhttp://spinsucks.com/communication/the-pr-industry-does-need-better-pr/','2013-05-16 17:54:27','2013-05-16 17:54:27','',0,'http://deborahbrody.com/?p=2184',0,'post','',0),
(2186,4,'2013-05-16 17:52:44','2013-05-16 17:52:44','Yesterday, I read Gini Dietrich\'s take on the state of the PR industry, <a href=\"http://spinsucks.com/communication/the-pr-industry-does-need-better-pr/\" target=\"_blank\">The PR Industry Does Need Better PR</a>, on her firm\'s blog, Spin Sucks. Basically, Gini points out that what people think they know about PR is wrong or misleading. It\'s her conclusion that what the PR industry needs is better PR.\n\n<strong>I think what the PR industry needs is better business skills.</strong>\n\nHave you been to a PR networking event lately? If you have, you\'ve probably noticed a lot of young people, mostly women. These young people often have inflated titles--including account manager, account director and even vice president--after being in the industry for three years or so. Many of these PR \"pros\" studied PR in college. Some may have even had an internship or two.\n\nYou may also have met a lot of former journalists who have decided they will have more job stability in public relations, while using their writing skills and knowledge of what is newsworthy.\n\n<span style=\"text-decoration: underline;\">What few of these PR people have is a solid understanding of business.</span> Few, if any, have gone to business school. Few, if any, understand basic marketing ideas like push-pull. Fewer still understand finance, balance sheets or even how to read and  interpret data.\n\nLots of people are busy trying to figure out how to get the word out about an event, or how to have a great social media campaign, but what they are failing to see is the big picture--how public relations helps a company to achieve its business objectives.\n\nA big part of the disconnect that currently exists between public relations agencies and the business side of the industries served has to do with the separation between communications functions and marketing and sales roles. Even though public relations is part of marketing communications, public relations does not usually have a stake in marketing and sales processes and outcomes. Businesses may hire public relations agencies to help with image, but even then, the point usually is to increase the bottom line (i.e. sales in for profit organizations, influence or donors at nonprofit organizations).\n\nIn his article <a href=\"http://www.prdaily.com/Main/Articles/14477.aspx\" target=\"_blank\">3 reasons to find a new PR/social media</a>, Scott Signore states quite succinctly the following as his third reason:\n<blockquote><strong>Finally</strong>, despite the evolution in the category and the number of significant changes the PR business has endured over the years, it’s still about executing a communications program that helps drive business. So, look for another PR and social media agency partner if your current group is not directly supporting your business objectives.</blockquote>\nWhat Scott is saying is that if PR agencies are not helping companies achieve <strong>business objectives</strong> ,they should be fired.  They are not doing their fundamental job.\n\nAnd yet, as I said before, too many PR professionals simply do not understand business. All public relations pros should be reading business books or articles or watching business-focused programs. Those who want to be high-level agency executives should consider going to business school.\n\nWhat do you think? Is it a PR problem? Or is it a lack of business know-how?','Is it a PR problem or is it a business problem?','','inherit','open','open','','2184-revision-2','','','2013-05-16 17:52:44','2013-05-16 17:52:44','',2184,'http://deborahbrody.com/2013/05/2184-revision-2/',0,'revision','',0),
(2187,4,'2013-05-16 17:53:23','2013-05-16 17:53:23','Yesterday, I read Gini Dietrich\'s take on the state of the PR industry, <a href=\"http://spinsucks.com/communication/the-pr-industry-does-need-better-pr/\" target=\"_blank\">The PR Industry Does Need Better PR</a>, on her firm\'s blog, Spin Sucks. Basically, Gini points out that what people think they know about PR is wrong or misleading. It\'s her conclusion that what the PR industry needs is better PR.\r\n\r\n<strong>I think what the PR industry needs is better business skills.</strong>\r\n\r\nHave you been to a PR networking event lately? If you have, you\'ve probably noticed a lot of young people, mostly women. These young people often have inflated titles--including account manager, account director and even vice president--after being in the industry for three years or so. Many of these PR \"pros\" studied PR in college. Some may have even had an internship or two.\r\n\r\nYou may also have met a lot of former journalists who have decided they will have more job stability in public relations, while using their writing skills and knowledge of what is newsworthy.\r\n\r\n<span style=\"text-decoration: underline;\">What few of these PR people have is a solid understanding of business.</span> Few, if any, have gone to business school. Few, if any, understand basic marketing ideas like push-pull. Fewer still understand finance, balance sheets or even how to read and  interpret data.\r\n\r\nLots of people are busy trying to figure out how to get the word out about an event, or how to have a great social media campaign, but what they are failing to see is the big picture--how public relations helps a company to achieve its business objectives.\r\n\r\nA big part of the disconnect that currently exists between public relations agencies and the business side of the industries served has to do with the separation between communications functions and marketing and sales roles. Even though public relations is part of marketing communications, public relations does not usually have a stake in marketing and sales processes and outcomes. Businesses may hire public relations agencies to help with image, but even then, the point usually is to increase the bottom line (i.e. sales in for profit organizations, influence or donors at nonprofit organizations).\r\n\r\nIn his article <a href=\"http://www.prdaily.com/Main/Articles/14477.aspx\" target=\"_blank\">3 reasons to find a new PR/social media</a>, Scott Signore states quite succinctly the following as his third reason:\r\n<blockquote><strong>Finally</strong>, despite the evolution in the category and the number of significant changes the PR business has endured over the years, it’s still about executing a communications program that helps drive business. So, look for another PR and social media agency partner if your current group is not directly supporting your business objectives.</blockquote>\r\nWhat Scott is saying is that if PR agencies are not helping companies achieve <strong>business objectives</strong>, they should be fired. Fundamentally, they are not doing their job.\r\n\r\nAnd yet, as I said before, too many PR professionals simply do not understand business. All public relations pros should be reading business books or articles or watching business-focused programs. Those who want to be high-level agency executives should consider going to business school.\r\n\r\nWhat do you think? Is it a PR problem? Or is it a lack of business know-how?','Is it a PR problem or is it a business problem?','','inherit','open','open','','2184-revision-3','','','2013-05-16 17:53:23','2013-05-16 17:53:23','',2184,'http://deborahbrody.com/2013/05/2184-revision-3/',0,'revision','',0),
(2191,4,'2013-05-20 13:41:19','2013-05-20 13:41:19','Sometimes you see stuff that makes you shake your head and wonder how some people manage to stay afloat.\n\nBased on personal experiences in the past week alone, here are three guaranteed ways to lose business fast:\n\n<strong>1. If you have a website, make sure it is lacking relevant information.</strong>\n\nSure, every business should have a website, but not any website will do. Websites should be useful if you want them to support your business.\n\nI was looking for a restaurant in which to grab some lunch. I found several and checked out their websites. One place had a website that did not have the following: hours of operation, location, menu.  Guess what? I did not have lunch there.\n\n<strong>2. Make it very difficult to do business with you (and easier to do it with competitors)</strong>\n\nHow many hoops do you want your potential customers to jump through? Five? Ten? Perhaps you are putting a few too many obstacles for your customers to climb through to get to you. These obstacles can be things like too many forms to fill, rules, not providing services your competitors provide, and so forth.\n\nI wanted to get some catering for my workshop last week. I usually order coffee and pastries from a national chain, but that place was not nearby the location last week. I thought I would patronize a local place, so I checked it out. First, it took ONE week to get an answer back. Then, I was told that coffee could be provided, but the coffee urn would have a $100 deposit (meanwhile, almost all coffee chains have a portable cardboard coffee box that they don\'t have to charge a deposit for). Oh, and they do not provide plates for the pastries. Guess what? I found another place to get some coffee and pastries.\n\n<strong>3. Ignore your social media responses and/or your emails. Take your time responding if you do get around to it.</strong>\n\nThe thing about social media and in some cases email too is that it is a quick response forum. This is not the pony express or even the USPS. I don\'t send a missive on social media expecting a response next week. I expect it today, or even sooner.\n\nI wanted to refer someone some business, but did not have complete contact information. I tweeted and got no response. Even now, more than a week later, I have yet to receive any type of acknowledgement. I can\'t send business to someone who either doesn\'t care to respond or doesn\'t understand how social media works. And then there is the case of the coffee shop I mentioned above. One week to answer an email about doing business with you? That is unacceptable. If you can\'t answer emails or tweets, then I think you don\'t have the time or the interest to do business with me.\n\nHave you seen these classic business mistakes?','3 guaranteed ways to lose business fast','','inherit','open','open','','2190-revision','','','2013-05-20 13:41:19','2013-05-20 13:41:19','',2190,'http://deborahbrody.com/2013/05/2190-revision/',0,'revision','',0),
(2192,4,'2013-05-20 13:41:33','2013-05-20 13:41:33','Sometimes you see stuff that makes you shake your head and wonder how some people manage to stay afloat.\r\n\r\nBased on personal experiences in the past week alone, here are three guaranteed ways to lose business fast:\r\n\r\n<strong>1. If you have a website, make sure it is lacking relevant information.</strong>\r\n\r\nSure, every business should have a website, but not any website will do. Websites should be useful if you want them to support your business.\r\n\r\nI was looking for a restaurant in which to grab some lunch. I found several and checked out their websites. One place had a website that did not have the following: hours of operation, location, menu.  Guess what? I did not have lunch there.\r\n\r\n<strong>2. Make it very difficult to do business with you (and easier to do it with competitors)</strong>\r\n\r\nHow many hoops do you want your potential customers to jump through? Five? Ten? Perhaps you are putting a few too many obstacles for your customers to climb through to get to you. These obstacles can be things like too many forms to fill, rules, not providing services your competitors provide, and so forth.\r\n\r\nI wanted to get some catering for my workshop last week. I usually order coffee and pastries from a national chain, but that place was not nearby the location last week. I thought I would patronize a local place, so I checked it out. First, it took ONE week to get an answer back. Then, I was told that coffee could be provided, but the coffee urn would have a $100 deposit (meanwhile, almost all coffee chains have a portable cardboard coffee box that they don\'t have to charge a deposit for). Oh, and they do not provide plates for the pastries. Guess what? I found another place to get some coffee and pastries.\r\n\r\n<strong>3. Ignore your social media responses and/or your emails. Take your time responding if you do get around to it.</strong>\r\n\r\nThe thing about social media and in some cases email too is that it is a quick response forum. This is not the pony express or even the USPS. I don\'t send a missive on social media expecting a response next week. I expect it today, or even sooner.\r\n\r\nI wanted to refer someone some business, but did not have complete contact information. I tweeted and got no response. Even now, more than a week later, I have yet to receive any type of acknowledgement. I can\'t send business to someone who either doesn\'t care to respond or doesn\'t understand how social media works. And then there is the case of the coffee shop I mentioned above. One week to answer an email about doing business with you? That is unacceptable. If you can\'t answer emails or tweets, then I think you don\'t have the time or the interest to do business with me.\r\n\r\nHave you seen these classic business mistakes?','3 guaranteed ways to lose business fast','','inherit','open','open','','2190-revision-2','','','2013-05-20 13:41:33','2013-05-20 13:41:33','',2190,'http://deborahbrody.com/2013/05/2190-revision-2/',0,'revision','',0),
(2193,4,'2013-05-20 13:46:27','2013-05-20 13:46:27','Sometimes you see stuff that makes you shake your head (or slap your forehead) and wonder how some people manage to stay afloat.\r\n\r\n[caption id=\"\" align=\"aligncenter\" width=\"450\"]<a title=\"THE G.A.H. PERM FOREHEAD SLAP by happy via, on Flickr\" href=\"http://www.flickr.com/photos/via/133833172/\"><img alt=\"THE G.A.H. PERM FOREHEAD SLAP\" src=\"http://farm1.staticflickr.com/48/133833172_ba78ee5077.jpg\" width=\"450\" height=\"300\" /></a> THE G.A.H. PERM FOREHEAD SLAP by happy via on Flickr[/caption]\r\n<p style=\"text-align: left;\">\r\nBased on personal experiences in the past week alone, here are three guaranteed ways to lose business fast:</p>\r\n<strong>1. If you have a website, make sure it is lacking relevant information.</strong>\r\n\r\nSure, every business should have a website, but not any website will do. Websites should be useful if you want them to support your business.\r\n\r\nI was looking for a restaurant in which to grab some lunch. I found several and checked out their websites. One place had a website that did not have the following: hours of operation, location, menu.  Guess what? I did not have lunch there.\r\n\r\n<strong>2. Make it very difficult to do business with you (and easier to do it with competitors)</strong>\r\n\r\nHow many hoops do you want your potential customers to jump through? Five? Ten? Perhaps you are putting a few too many obstacles for your customers to climb through to get to you. These obstacles can be things like too many forms to fill, rules, not providing services your competitors provide, and so forth.\r\n\r\nI wanted to get some catering for my workshop last week. I usually order coffee and pastries from a national chain, but that place was not nearby the location last week. I thought I would patronize a local place, so I checked it out. First, it took ONE week to get an answer back. Then, I was told that coffee could be provided, but the coffee urn would have a $100 deposit (meanwhile, almost all coffee chains have a portable cardboard coffee box that they don\'t have to charge a deposit for). Oh, and they do not provide plates for the pastries. Guess what? I found another place to get some coffee and pastries.\r\n\r\n<strong>3. Ignore your social media responses and/or your emails. Take your time responding if you do get around to it.</strong>\r\n\r\nThe thing about social media and in some cases email too is that it is a quick response forum. This is not the pony express or even the USPS. I don\'t send a missive on social media expecting a response next week. I expect it today, or even sooner.\r\n\r\nI wanted to refer someone some business, but did not have complete contact information. I tweeted and got no response. Even now, more than a week later, I have yet to receive any type of acknowledgement. I can\'t send business to someone who either doesn\'t care to respond or doesn\'t understand how social media works. And then there is the case of the coffee shop I mentioned above. One week to answer an email about doing business with you? That is unacceptable. If you can\'t answer emails or tweets, then I think you don\'t have the time or the interest to do business with me.\r\n\r\nHave you seen these classic business mistakes?','3 guaranteed ways to lose business fast','','inherit','open','open','','2190-revision-3','','','2013-05-20 13:46:27','2013-05-20 13:46:27','',2190,'http://deborahbrody.com/2013/05/2190-revision-3/',0,'revision','',0),
(2212,4,'2013-06-05 14:34:52','2013-06-05 14:34:52','If you have received any type of contact email, you know there is a way to do it and a way not to.  Just this week I received a contact email that made me realize lots of salespeople don\'t know how to do it.  The email I got was this:\r\n<blockquote>Hi Deborah:\r\n\r\nI’m working with the [company name] sales channel, and my client requires the assistance of a company specializing in “Communications Audits”.\r\n\r\nKindly drop me a line to discuss (my phone number is provided below).  Thanks,\r\n\r\n[Email signature]</blockquote>\r\nThis email followed a voice message that went like this:\r\n<blockquote>Hi Deborah, My name is X , a consultant working with the sales channel (...) and [my client] is inquiring about a communications audit. And I\'d like to talk to you about it, how does it work, relative to their sales channel, it would be very lucrative to your business. ...</blockquote>\r\nThe consultant seems to assume I understand what \"the sales channel\" is supposed to be. He is also looking for \"communications audits\" relative to the sales channel. And lastly, he is telling me it would be lucrative to my business.  There are two things going on in the contact, and they are at odds with each other: looking for a solution for a client and offering something to me. Which is it? Neither is clear.\r\n\r\nI asked for clarification as to what exactly he was looking for, and this consultant suggested having a 15-minute conversation. When I said I needed more information to see if there was a fit, he repeated what he had told me. I then wrote back saying I thought there wasn\'t a fit. To top it off, I got this email back from him:\r\n<blockquote>I’ll gladly give you appropriate details if we were to connect.\r\n\r\nSurely you’re not too busy to grow your business and frankly, if you are – delegate to as a sales rep.\r\n\r\nYou’re not too important to talk to me; I deal with Presidents of companies with revenues exceeding $100M.</blockquote>\r\nIn the end, this person is really trying to sell ME something, which is obvious since he can\'t tell me what problem his client is having that he thinks I can help with.  What he really wants is to have a connection with me. And he thinks that by insulting me and assuming things about me, I will want to talk to him (not to mention that he has grammatical challenges...)\r\n\r\nIf you want to have write a successful contact email, do not follow the example above. Here is what you should do instead:\r\n<p style=\"padding-left: 30px;\">1. Start with being clear on the purpose of your contact. What you are looking for. Are you looking for a quote? A description of services? A location?</p>\r\n<p style=\"padding-left: 30px;\">2. Tell the contact how you found him/her  and/or why you are contacting him/her.  For example: I am looking for a general contractor, and I came across your name in the XYX directory.</p>\r\n<p style=\"padding-left: 30px;\">3. Provide details that may be relevant. Don\'t assume that the person understands everything you are saying. Using the example of the general contractor: I am looking to add a powder room to the first level of my two-level house. Currently, I have two bathrooms upstairs. I think there is enough space on the first level to accommodate this change. I am not sure if the plumbing can be worked in.</p>\r\n<p style=\"padding-left: 30px;\">4. Ask specific questions. Are you able to do this service? What do you charge? What other information do you require?</p>\r\n<p style=\"padding-left: 30px;\">5. Close nicely and provide contact information: Thanks for your attention and please contact me either by email or by phone at xxx-xxx-xxxx.</p>\r\n<p style=\"padding-left: 30px;\">6. Before sending, make sure your spelling and grammar are correct. Emails that are full of typos and mistakes make you look unprofessional.</p>\r\nRealize that you may not always get a response. That\'s OK. And if you do get a request for clarification, clarify! You may have questions, and the contact may have questions. Don\'t assume that you both know everything.\r\n\r\nFinally, don\'t do what the guy in the contact email to me did: say you want one thing, while meaning something else. People see through that and it makes you look bad.\r\n\r\nThoughts?\r\n\r\n&nbsp;','How to write a contact email','','publish','open','open','','how-to-write-a-contact-email','','','2013-06-05 14:34:52','2013-06-05 14:34:52','',0,'http://deborahbrody.com/?p=2212',0,'post','',2),
(2198,4,'2013-05-23 20:13:24','2013-05-23 20:13:24','Yes, this is really about making ONE fix, that should not take more than a few minutes, and that will make difference in how many people see your blog. It involves your sharing capabilities.\r\n\r\n<strong>You must have sharing capabilities</strong>. That\'s not even up for discussion. If you don\'t, go add it right now. If you have a WordPress.org blog, then go do a search for \"sharing buttons\" in the plugins. There are several to choose from. My current favorite is <a href=\"http://sharethis.com/#sthash.9v3tzF97.dpbs\" target=\"_blank\">ShareThis</a> (and is what I am using, right there at the bottom of this post).  If you are on another platform, use your search engine to search for \"sharing tools\" or \"sharing buttons\" for your platform.\r\n\r\nMost sharing tools are free, and most give you the options to share on the main social networks like Twitter, Facebook, LinkedIn and Pinterest. Some let you share to dozens of other networks. Choose the one that best suits your needs (and where your audience is likely to share and read).\r\n\r\n<strong>If you already have sharing on your blog, I want you to go to your blog and choose a random post and hit your Tweet this/Twitter share button</strong> <strong>and see what comes up</strong>. Ideally, what should come up should be\r\n<p style=\"text-align: center;\">\"Title/ headline of your post\"  (link to the post) via (your Twitter handle).</p>\r\n<strong>If what comes up does not have the title of your post plus your Twitter handle, you need to either adjust your settings or change your sharing tools.</strong> Some sharing plugins allow for the title of the post, the name of the blog or website, and the Twitter handle. That would be even better.\r\n\r\nMany blogs I have seen in the past few days have sharing, but when I click to share I get these types of messages:\r\n<ul>\r\n	<li>Reading [link]</li>\r\n	<li>[link]</li>\r\n	<li>Title[link] via [your sharing tool\'s Twitter handle]</li>\r\n</ul>\r\nWithout a title or headline, you are giving no reason for your readers to click on the link. Do you click on links with no subject? Probably not. Without a Twitter handle, you are not letting people know where the link is coming from.\r\n\r\nSo, go check it right now! This is truly a quick fix that will make it easier and better for your readers to share your posts, and therefore, increase your impact.\r\n\r\n&nbsp;','One quick fix that will increase your blog\'s impact','','publish','open','open','','one-quick-fix-that-will-increase-your-blogs-impact','','','2013-05-23 20:13:24','2013-05-23 20:13:24','',0,'http://deborahbrody.com/?p=2198',0,'post','',0),
(2199,4,'2013-05-23 20:10:27','2013-05-23 20:10:27','Yes, this is really about making ONE fix, that should not take more than a few minutes, and that will make difference in how many people see your blog. It involves your sharing capabilities.\n\n<strong>You must have sharing capabilities</strong>. That\'s not even up for discussion. If you don\'t, go add it right now. If you have a WordPress.org blog, then go do a search for \"sharing buttons\" in the plugins. There are several to choose from. My current favorite is <a href=\"http://sharethis.com/#sthash.9v3tzF97.dpbs\" target=\"_blank\">ShareThis</a> (and is what I am using, right there at the bottom of this post).  If you are on another platform, use your search engine to search for \"sharing tools\" or \"sharing buttons\" for your platform.\n\nMost sharing tools are free, and most give you the options to share on the main social networks like Twitter, Facebook, LinkedIn and Pinterest. Some let you share to dozens of other networks. Choose the one that best suits your needs (and where your audience is likely to share and read).\n\n<strong>If you already have sharing on your blog, I want you to go to your blog and choose a random post and hit your Tweet this/Twitter share button</strong> <strong>and see what comes up</strong>. Ideally, what should come up should be\n<p style=\"text-align: center;\">\"Title of your post\"  (link to the post) via (your Twitter handle).</p>\n<strong>If what comes up does not have the title of your post plus your Twitter handle, you need to either adjust your settings or change your sharing tools.</strong> Some sharing plugins allow for the title of the post, the name of the blog or website, and the Twitter handle. That would be even better.\n\nMany blogs I have seen in the past few days have sharing, but when I click to share I get these types of messages:\n<ul>\n	<li>Reading (link).</li>\n	<li>(link)</li>\n	<li>Title (link) via (your sharing tool\'s Twitter handle)</li>\n</ul>\nWithout a title, you are giving no reason for your readers to click on the link. Without a Twitter handle, you are not letting people know where the link is coming from.\n\nSo, go check it right now! This is truly a quick fix that will make it easier and better for your readers to share your posts, and therefore, increase your impact.\n\n&nbsp;','One quick fix that will increase your blog\'s impact','','inherit','open','open','','2198-revision','','','2013-05-23 20:10:27','2013-05-23 20:10:27','',2198,'http://deborahbrody.com/2013/05/2198-revision/',0,'revision','',0),
(2200,4,'2013-05-23 20:11:26','2013-05-23 20:11:26','Yes, this is really about making ONE fix, that should not take more than a few minutes, and that will make difference in how many people see your blog. It involves your sharing capabilities.\n\n<strong>You must have sharing capabilities</strong>. That\'s not even up for discussion. If you don\'t, go add it right now. If you have a WordPress.org blog, then go do a search for \"sharing buttons\" in the plugins. There are several to choose from. My current favorite is <a href=\"http://sharethis.com/#sthash.9v3tzF97.dpbs\" target=\"_blank\">ShareThis</a> (and is what I am using, right there at the bottom of this post).  If you are on another platform, use your search engine to search for \"sharing tools\" or \"sharing buttons\" for your platform.\n\nMost sharing tools are free, and most give you the options to share on the main social networks like Twitter, Facebook, LinkedIn and Pinterest. Some let you share to dozens of other networks. Choose the one that best suits your needs (and where your audience is likely to share and read).\n\n<strong>If you already have sharing on your blog, I want you to go to your blog and choose a random post and hit your Tweet this/Twitter share button</strong> <strong>and see what comes up</strong>. Ideally, what should come up should be\n<p style=\"text-align: center;\">\"Title of your post\"  (link to the post) via (your Twitter handle).</p>\n<strong>If what comes up does not have the title of your post plus your Twitter handle, you need to either adjust your settings or change your sharing tools.</strong> Some sharing plugins allow for the title of the post, the name of the blog or website, and the Twitter handle. That would be even better.\n\nMany blogs I have seen in the past few days have sharing, but when I click to share I get these types of messages:\n<ul>\n	<li>Reading (link).</li>\n	<li>[link</li>\n	<li>Title[link] via [your sharing tool\'s Twitter handle]</li>\n</ul>\nWithout a title, you are giving no reason for your readers to click on the link. Without a Twitter handle, you are not letting people know where the link is coming from.\n\nSo, go check it right now! This is truly a quick fix that will make it easier and better for your readers to share your posts, and therefore, increase your impact.\n\n&nbsp;','One quick fix that will increase your blog\'s impact','','inherit','open','open','','2198-revision-2','','','2013-05-23 20:11:26','2013-05-23 20:11:26','',2198,'http://deborahbrody.com/2013/05/2198-revision-2/',0,'revision','',0),
(2201,4,'2013-05-23 20:12:41','2013-05-23 20:12:41','Yes, this is really about making ONE fix, that should not take more than a few minutes, and that will make difference in how many people see your blog. It involves your sharing capabilities.\r\n\r\n<strong>You must have sharing capabilities</strong>. That\'s not even up for discussion. If you don\'t, go add it right now. If you have a WordPress.org blog, then go do a search for \"sharing buttons\" in the plugins. There are several to choose from. My current favorite is <a href=\"http://sharethis.com/#sthash.9v3tzF97.dpbs\" target=\"_blank\">ShareThis</a> (and is what I am using, right there at the bottom of this post).  If you are on another platform, use your search engine to search for \"sharing tools\" or \"sharing buttons\" for your platform.\r\n\r\nMost sharing tools are free, and most give you the options to share on the main social networks like Twitter, Facebook, LinkedIn and Pinterest. Some let you share to dozens of other networks. Choose the one that best suits your needs (and where your audience is likely to share and read).\r\n\r\n<strong>If you already have sharing on your blog, I want you to go to your blog and choose a random post and hit your Tweet this/Twitter share button</strong> <strong>and see what comes up</strong>. Ideally, what should come up should be\r\n<p style=\"text-align: center;\">\"Title/ headline of your post\"  (link to the post) via (your Twitter handle).</p>\r\n<strong>If what comes up does not have the title of your post plus your Twitter handle, you need to either adjust your settings or change your sharing tools.</strong> Some sharing plugins allow for the title of the post, the name of the blog or website, and the Twitter handle. That would be even better.\r\n\r\nMany blogs I have seen in the past few days have sharing, but when I click to share I get these types of messages:\r\n<ul>\r\n	<li>Reading [link]</li>\r\n	<li>[link]</li>\r\n	<li>Title[link] via [your sharing tool\'s Twitter handle]</li>\r\n</ul>\r\nWithout a title or headline, you are giving no reason for your readers to click on the link. Do you click on links with no subject? Probably not. Without a Twitter handle, you are not letting people know where the link is coming from.\r\n\r\nSo, go check it right now! This is truly a quick fix that will make it easier and better for your readers to share your posts, and therefore, increase your impact.\r\n\r\n&nbsp;','One quick fix that will increase your blog\'s impact','','inherit','open','open','','2198-revision-3','','','2013-05-23 20:12:41','2013-05-23 20:12:41','',2198,'http://deborahbrody.com/2013/05/2198-revision-3/',0,'revision','',0),
(2207,4,'2013-05-29 12:11:43','2013-05-29 12:11:43','You\'ve heard the saying about how the cobbler\'s children go barefoot. It seems to me that this is especially true for PR agencies and practitioners. They don\'t seem to get that they need to think about their image and their relations with their public. They are in PR but don\'t practice PR for themselves.\n\nRecently, a large PR firm had layoffs. They were not publicized as most companies like to keep this information quiet.  I happen to have a connection to some of the people that were laid off, and I heard that the layoffs were not handled nicely (or a nicely as being told you are losing your job can be handled). The people who were laid off were given just a few minutes to collect their belongings and leave the office. They were only given two weeks severance.  One of them did not get a chance to take her personal stuff with her, and the agency \"lost\" it. In short, they were not treated very well.\n\nWhat\'s astounding to me is that a PR agency that is in the business of making clients look good can do things that make itself look bad. Why would you not handle a layoff in a more caring and thoughtful fashion? Don\'t you know that people have friends and friends have social media? Don\'t you know that reputations depend on cultivating good feelings and trust?\n\nAnd then there is all the questionable personal stuff that PR people do in business settings, like having incomplete or outdated LinkedIn profiles or using Twitter  to post automated horoscope listings. And there are PR executives that go on Twitter to rant and rave, and sometimes even post nasty comments about clients, as if nobody can see (and copy and disseminate) that?\n\nPR people (and agencies) must learn that what they do--both publicly and privately-- is open for scrutiny, and in a digital world, news travels fast and wide. Ultimately, public relations is about protecting reputation and helping build and protect an image. PR agencies and practitioners need to think about their own reputation and image, and act accordingly.','PR for PR people','','inherit','open','open','','2206-revision','','','2013-05-29 12:11:43','2013-05-29 12:11:43','',2206,'http://deborahbrody.com/2013/05/2206-revision/',0,'revision','',0),
(2209,4,'2013-05-30 19:59:48','2013-05-30 19:59:48','Several weeks ago, I started getting a weekly newspaper in the mail. It was a supposed to be a four-week free subscription to thank me for some volunteering I had done. The enclosed note said that they hoped I would consider subscribing.\n\nI would consider subscribing, but I haven\'t been given the chance. I keep getting this newspaper, even though it has been more than eight weeks (twice what was originally offered) and never once has a subscription card come along with it. I guess they are wishing I call them and say \"please charge me for the paper you are already sending me for free!\"\n\n<strong>Wishing is not a good marketing tactic.</strong>\n\n<a title=\"Gran blows out her candles on her 80th birthday cake by Ben Sutherland, on Flickr\" href=\"http://www.flickr.com/photos/bensutherland/5800945753/\"><img alt=\"Gran blows out her candles on her 80th birthday cake\" src=\"http://farm4.staticflickr.com/3659/5800945753_ee040e1ff4.jpg\" width=\"500\" height=\"331\" /></a>\n\n<strong>Instead, ask for what you want</strong> or give potential customers a pathway to becoming paying customers. In this case, the newspaper could send me a card saying that they hope I have enjoyed my free trial subscription, and if I would like to continue getting this newspaper, then please send a check in the enclosed envelope or call some phone number with my credit card information.\n\nWe see this with many other situations. Another common example is failing to ask for referrals. Does your hair or beauty salon ever ask you specifically to refer people? They probably wish you did, but they don\'t make it easy or worth your while. Say they said to you when you were checking out: We hope you like your new hair do. Perhaps you know someone else who wants a new haircut. If you do, we have a referral program. Just tell your friend to call us the number on this card, and we will give you a discount on your next service.\n\nSometimes you have to ask very specifically for what you want. A few days ago, I read that the tweets that get the most traction are the ones that have an ask in them: please retweet,  please help, please donate, etc.  You can\'t wish for things to happen...you have to make them happen!\n\nThoughts?','Wishing is not a marketing tactic','','inherit','open','open','','2208-revision','','','2013-05-30 19:59:48','2013-05-30 19:59:48','',2208,'http://deborahbrody.com/2013/05/2208-revision/',0,'revision','',0),
(2210,4,'2013-05-30 20:00:48','2013-05-30 20:00:48','Several weeks ago, I started getting a weekly newspaper in the mail. It was a supposed to be a four-week free subscription to thank me for some volunteering I had done. The enclosed note said that they hoped I would consider subscribing.\n\nI would consider subscribing, but I haven\'t been given the chance. I keep getting this newspaper, even though it has been more than eight weeks (twice what was originally offered) and never once has a subscription card come along with it. I guess they are wishing I call them and say \"please charge me for the paper you are already sending me for free!\"\n\n<strong>Wishing is not a good marketing tactic.</strong>\n\n[caption id=\"\" align=\"aligncenter\" width=\"450\"]<a title=\"Gran blows out her candles on her 80th birthday cake by Ben Sutherland, on Flickr\" href=\"http://www.flickr.com/photos/bensutherland/5800945753/\"><img alt=\"Gran blows out her candles on her 80th birthday cake\" src=\"http://farm4.staticflickr.com/3659/5800945753_ee040e1ff4.jpg\" width=\"450\" height=\"298\" /></a> Gran blows out her candles on her 80th birthday cake by Ben Sutherland on Flickr[/caption]\n\n<strong>Instead, ask for what you want</strong> or give potential customers a pathway to becoming paying customers. In this case, the newspaper could send me a card saying that they hope I have enjoyed my free trial subscription, and if I would like to continue getting this newspaper, then please send a check in the enclosed envelope or call some phone number with my credit card information.\n\nWe see this with many other situations. Another common example is failing to ask for referrals. Does your hair or beauty salon ever ask you specifically to refer people? They probably wish you did, but they don\'t make it easy or worth your while. Say they said to you when you were checking out: We hope you like your new hair do. Perhaps you know someone else who wants a new haircut. If you do, we have a referral program. Just tell your friend to call us the number on this card, and we will give you a discount on your next service.\n\nSometimes you have to ask very specifically for what you want. A few days ago, I read that the tweets that get the most traction are the ones that have an ask in them: please retweet,  please help, please donate, etc.  You can\'t wish for things to happen...you have to make them happen!\n\nThoughts?','Wishing is not a marketing tactic','','inherit','open','open','','2208-revision-2','','','2013-05-30 20:00:48','2013-05-30 20:00:48','',2208,'http://deborahbrody.com/2013/05/2208-revision-2/',0,'revision','',0),
(2327,4,'2013-09-10 14:27:55','2013-09-10 14:27:55','Google\'s decision to kill Google Reader has impacted more than our ability to have all our blog feeds in one easy-to-access place, it has impacted many blogs and their ability to be read at all. You see, Google did not give anybody a real alternative to Reader. Some jumped in, like Feedly, making it easy to transfer your feeds to their readers. For some users of Google Reader, it was hard to decide which of the many alternatives out there to use, so they didn\'t transfer their feeds, and now, that ability is lost.\r\n\r\nIn the past few weeks, I started to notice that this blog\'s feed was taking several days to update on Feedly (which is the alternative I chose). Then, the last two or three posts NEVER updated at all. I wrote to Feedly this morning, and their customer service rep told me that it is a capacity issue on which they are working. In the meantime, people who are looking for this blog on Feedly think I haven\'t written anything in two weeks. And you may not even see this post.\r\n\r\nThe demise of Google Reader may turn out to be a disaster for many smaller blogs like this. Unless Feedly steps up, and all readers out there have the capacity that Google offered, blogs will be affected. Once you aren\'t present, you disappear from people\'s minds. With the plethora of blogs and other content available, the competition is intense. To have cut through the clutter and made it on to people\'s Google Reader only to be demolished by an nonexistent \"transition\" is not only a real shame but could be a destroyer of business.\r\n\r\nI am not sure what to do. I will continue posting my content to Twitter, LinkedIn and Facebook as appropriate, and people are free to subscribe via email (and that updates instantly as the post is published).\r\n\r\nIf you are reading this post, what do you suggest?','You may not see this post','','publish','open','open','','you-may-not-see-this-post','','','2013-09-10 14:27:55','2013-09-10 14:27:55','',0,'http://deborahbrody.com/?p=2327',0,'post','',6),
(2213,4,'2013-06-05 14:34:42','2013-06-05 14:34:42','If you have received any type of contact email, you know there is a way to do it and a way not to.  Just this week I received a contact email that made me realize lots of salespeople don\'t know how to do it.  The email I got was this:\n<blockquote>Hi Deborah:\n\nI’m working with the [company name] sales channel, and my client requires the assistance of a company specializing in “Communications Audits”.\n\nKindly drop me a line to discuss (my phone number is provided below).  Thanks,\n\n[Email signature]</blockquote>\nThis email followed a voice message that went like this:\n<blockquote>Hi Deborah, My name is X , a consultant working with the sales channel (...) and [my client] is inquiring about a communications audit. And I\'d like to talk to you about it, how does it work, relative to their sales channel, it would be very lucrative to your business. ...</blockquote>\nThe consultant seems to assume I understand what \"the sales channel\" is supposed to be. He is also looking for \"communications audits\" relative to the sales channel. And lastly, he is telling me it would be lucrative to my business.  There are two things going on in the contact, and they are at odds with each other: looking for a solution for a client and offering something to me. Which is it? Neither is clear.\n\nI asked for clarification as to what exactly he was looking for, and this consultant suggested having a 15-minute conversation. When I said I needed more information to see if there was a fit, he repeated what he had told me. I then wrote back saying I thought there wasn\'t a fit. To top it off, I got this email back from him:\n<blockquote>I’ll gladly give you appropriate details if we were to connect.\n\nSurely you’re not too busy to grow your business and frankly, if you are – delegate to as a sales rep.\n\nYou’re not too important to talk to me; I deal with Presidents of companies with revenues exceeding $100M.</blockquote>\nIn the end, this person is really trying to sell ME something, which is obvious since he can\'t tell me what problem his client is having that he thinks I can help with.  What he really wants is to have a connection with me. And he thinks that by insulting me and assuming things about me, I will want to talk to him (not to mention that he has grammatical challenges...)\n\nIf you want to have write a successful contact email, do not follow the example above. Here is what you should do instead:\n<p style=\"padding-left: 30px;\">1. Start with being clear on the purpose of your contact. What you are looking for. Are you looking for a quote? A description of services? A location?</p>\n<p style=\"padding-left: 30px;\">2. Tell the contact how you found him/her  and/or why you are contacting him/her.  For example: I am looking for a general contractor, and I came across your name in the XYX directory.</p>\n<p style=\"padding-left: 30px;\">3. Provide details that may be relevant. Don\'t assume that the person understands everything you are saying. Using the example of the general contractor: I am looking to add a powder room to the first level of my two-level house. Currently, I have two bathrooms upstairs. I think there is enough space on the first level to accommodate this change. I am not sure if the plumbing can be worked in.</p>\n<p style=\"padding-left: 30px;\">4. Ask specific questions. Are you able to do this service? What do you charge? What other information do you require?</p>\n<p style=\"padding-left: 30px;\">5. Close nicely and provide contact information: Thanks for your attention and please contact me either by email or by phone at xxx-xxx-xxxx.</p>\n<p style=\"padding-left: 30px;\">6. Before sending, make sure your spelling and grammar are correct. Emails that are full of typos and mistakes make you look unprofessional.</p>\nRealize that you may not always get a response. That\'s OK. And if you do get a request for clarification, clarify! You may have questions, and the contact may have questions. Don\'t assume that you both know everything.\n\nFinally, don\'t do what the guy in the contact email to me did: say you want one thing, while meaning something else. People see through that and it makes you look bad.\n\nThoughts?\n\n&nbsp;','How to write a contact email','','inherit','open','open','','2212-revision','','','2013-06-05 14:34:42','2013-06-05 14:34:42','',2212,'http://deborahbrody.com/2013/06/2212-revision/',0,'revision','',0),
(2215,4,'2013-06-07 13:34:34','2013-06-07 13:34:34','You can\'t call yesterday\'s news new. In fact, you probably can\'t call it news either. And yet, it has become a habit for some marketers, most notably those on Twitter, to use the word \"new\" or even worse, the word \"breaking\" to set apart their content. Now, if something is truly new or breaking, then that\'s fine, but keep in mind that calling something new or breaking is a one-time-only proposition.\n\n<a title=\"News Shop by Cyberslayer, on Flickr\" href=\"http://www.flickr.com/photos/cyberslayer/338311046/\"><img alt=\"News Shop\" src=\"http://farm1.staticflickr.com/156/338311046_d98886414a.jpg\" width=\"500\" height=\"375\" /></a>\n\nOnce you have called something new or breaking, you can\'t do it again. Why? Here are three reasons:\n<ol>\n	<li>It is <strong>false advertising</strong>: it is no longer new.</li>\n	<li>It <strong>undermines your credibility</strong>: you are trying to get me to believe something that is not so.</li>\n	<li>It\'s a <strong>cheap tactic</strong>: is this the only way you can get attention for your product, service or idea?</li>\n</ol>\nIf I see a Twitter stream replete with the words new or breaking, it better be from a wire service, newspaper or news broadcast. A post that you wrote two weeks ago is not new. An idea that you tweeted out last week certainly is not breaking.\n\nRemember it\'s only new once, everything else can be classified as gently used or old or even outdated!\n\n&nbsp;','It\'s only new once','','inherit','open','open','','2214-revision','','','2013-06-07 13:34:34','2013-06-07 13:34:34','',2214,'http://deborahbrody.com/2013/06/2214-revision/',0,'revision','',0),
(2216,4,'2013-06-07 13:35:34','2013-06-07 13:35:34','You can\'t call yesterday\'s news new. In fact, you probably can\'t call it news either. And yet, it has become a habit for some marketers, most notably those on Twitter, to use the word \"new\" or even worse, the word \"breaking\" to set apart their content. Now, if something is truly new or breaking, then that\'s fine, but keep in mind that calling something new or breaking is a one-time-only proposition.\n\n[caption id=\"\" align=\"aligncenter\" width=\"400\"]<a title=\"News Shop by Cyberslayer, on Flickr\" href=\"http://www.flickr.com/photos/cyberslayer/338311046/\"><img alt=\"News Shop\" src=\"http://farm1.staticflickr.com/156/338311046_d98886414a.jpg\" width=\"400\" height=\"300\" /></a> News shop by Cyberslayer via Flickr[/caption]\n<p style=\"text-align: center;\"></p>\nOnce you have called something new or breaking, you can\'t do it again. Why? Here are three reasons:\n<ol>\n	<li>It is <strong>false advertising</strong>: it is no longer new.</li>\n	<li>It <strong>undermines your credibility</strong>: you are trying to get me to believe something that is not so.</li>\n	<li>It\'s a <strong>cheap tactic</strong>: is this the only way you can get attention for your product, service or idea?</li>\n</ol>\nIf I see a Twitter stream replete with the words new or breaking, it better be from a wire service, newspaper or news broadcast. A post that you wrote two weeks ago is not new. An idea that you tweeted out last week certainly is not breaking.\n\nRemember it\'s only new once, everything else can be classified as gently used or old or even outdated!\n\n&nbsp;','It\'s only new once','','inherit','open','open','','2214-revision-2','','','2013-06-07 13:35:34','2013-06-07 13:35:34','',2214,'http://deborahbrody.com/2013/06/2214-revision-2/',0,'revision','',0),
(2218,4,'2013-06-11 13:15:22','2013-06-11 13:15:22','Yesterday, I got two emails from two completely different organizations. Both had too little information but one was paragraphs long and the other not even a sentence.\r\n\r\nLet me discuss the longer one first. It was an email from an organization that is folding. They email was an invitation to a farewell dinner. It included all the necessary event information (date, place, time) but left out one crucial piece of information: why the event was necessary in the first place. Why are they closing shop? Mystery has its place, but not in this type of email. Just come out and say it! I am not sure if the group is finished because of poor attendance, lack of leadership or orders from above.\r\n\r\nThe second email was even more of a head-scratcher.  It came from an organization I was not familiar with, and had the following subject line: \"Focus on your business-not your database.\" In the body of the email there was nothing but the organization\'s email signature (not even a website address!). Nothing at all. Attached, is a brochure with what I presume is more information.  There are at least three things wrong with this:\r\n<ol>\r\n	<li>The<strong> subject line</strong> makes assumptions: it assumes that it is bad to focus on your database or that I am focusing on it instead of my business (huh?).</li>\r\n	<li>There is<strong> no contex</strong>t for the contact. Read my post <a title=\"How to write a contact email\" href=\"http://deborahbrody.com/2013/06/how-to-write-a-contact-email/\">\"How to write a contact email.\"</a></li>\r\n	<li>In this day,<strong> smart people only open attachments from trusted sources</strong>. Since this source did not even bother to write a couple lines identifying itself and its business and its reason for contacting me, why should I bother opening the attachment?</li>\r\n</ol>\r\nYou can provide too little information. In something like the first case I talk about, this may lead to a follow up from your contact. I know who the organization is but am lacking some information I am interested in knowing.  In the second case, the lack of information makes me distrust the sender and want to delete the email.\r\n\r\n<strong>The key is to provide ENOUGH INFORMATION for a person receiving your message to make a decision.</strong>\r\n\r\nYour thoughts?','Too much info or too little?','','publish','open','open','','too-much-info-or-too-little','','\nhttp://deborahbrody.com/2013/06/how-to-write-a-contact-email/','2013-06-11 13:15:22','2013-06-11 13:15:22','',0,'http://deborahbrody.com/?p=2218',0,'post','',0),
(2219,4,'2013-06-11 13:15:00','2013-06-11 13:15:00','Yesterday, I got two emails from two completely different organizations. Both had too little information but one was paragraphs long and the other not even a sentence.\n\nLet me discuss the longer one first. It was an email from an organization that is folding. They email was an invitation to a farewell dinner. It included all the necessary event information (date, place, time) but left out one crucial piece of information: why the event was necessary in the first place. Why are they closing shop? Mystery has its place, but not in this type of email. Just come out and say it! I am not sure if the group is finished because of poor attendance, lack of leadership or orders from above.\n\nThe second email was even more of a head-scratcher.  It came from an organization I was not familiar with, and had the following subject line: \"Focus on your business-not your database.\" In the body of the email there was nothing but the organization\'s email signature (not even a website address!). Nothing at all. Attached, is a brochure with what I presume is more information.  There are at least three things wrong with this:\n<ol>\n	<li>The<strong> subject line</strong> makes assumptions: it assumes that it is bad to focus on your database or that I am focusing on it instead of my business (huh?).</li>\n	<li>There is<strong> no contex</strong>t for the contact. Read my post <a title=\"How to write a contact email\" href=\"http://deborahbrody.com/2013/06/how-to-write-a-contact-email/\">\"How to write a contact email.\"</a></li>\n	<li>In this day,<strong> smart people only open attachments from trusted sources</strong>. Since this source did not even bother to write a couple lines identifying itself and its business and its reason for contacting me, why should I bother opening the attachment?</li>\n</ol>\nYou can provide too little information. In something like the first case I talk about, this may lead to a follow up from your contact. I know who the organization is but am lacking some information I am interested in knowing.  In the second case, the lack of information makes me distrust the sender and want to delete the email.\n\n<strong>The key is to provide ENOUGH INFORMATION for a person receiving your message to make a decision.</strong>\n\nYour thoughts?','Too much info or too little?','','inherit','open','open','','2218-revision','','','2013-06-11 13:15:00','2013-06-11 13:15:00','',2218,'http://deborahbrody.com/2013/06/2218-revision/',0,'revision','',0),
(2220,4,'2013-06-11 13:16:31','2013-06-11 13:16:31','Yesterday, I got two emails from two completely different organizations. Both had too little information but one was paragraphs long and the other not even a sentence.\n\nLet me discuss the longer one first. It was an email from an organization that is folding. They email was an invitation to a farewell dinner. It included all the necessary event information (date, place, time) but left out one crucial piece of information: why the event was necessary in the first place. Why are they closing shop? Mystery has its place, but not in this type of email. Just come out and say it! I am not sure if the group is finished because of poor attendance, lack of leadership or orders from above.\n\nThe second email was even more of a head-scratcher.  It came from an organization I was not familiar with, and had the following subject line: \"Focus on your business-not your database.\" In the body of the email there was nothing but the organization\'s email signature (not even a website address!). Nothing at all. Attached, is a brochure with what I presume is more information.  There are at least three things wrong with this:\n<ol>\n	<li>The<strong> subject line</strong> makes assumptions: it assumes that it is bad to focus on your database or that I am focusing on it instead of my business (huh?).</li>\n	<li>There is<strong> no contex</strong>t for the contact. Read my post <a title=\"How to write a contact email\" href=\"http://deborahbrody.com/2013/06/how-to-write-a-contact-email/\">\"How to write a contact email.\"</a></li>\n	<li>In this day,<strong> smart people only open attachments from trusted sources</strong>. Since this source did not even bother to write a couple lines identifying itself and its business and its reason for contacting me, why should I bother opening the attachment?</li>\n</ol>\nYou can provide too little information. In something like the first case I talk about, this may lead to a follow up from your contact. I know who the organization is but am lacking some information I am interested in knowing.  In the second case, the lack of information makes me distrust the sender and want to delete the email.\n\n<strong>The key is to provide ENOUGH INFORMATION for a person receiving your message to make a decision.</strong>\n\nYour thoughts?','Too much info or too little?','','inherit','open','open','','2218-autosave','','','2013-06-11 13:16:31','2013-06-11 13:16:31','',2218,'http://deborahbrody.com/2013/06/2218-autosave/',0,'revision','',0),
(2221,4,'2013-06-13 13:54:26','2013-06-13 13:54:26','Have you stayed at a hotel recently? Did you enjoy your stay? If you didn\'t, what was it that you had issues with?  Towels not fluffy enough? Housekeeping didn\'t clean properly? Or my pet peeve, too much noise?  If you did enjoy your stay, what made it good? Helpful staff? Location? Great amenities?\r\n\r\n[caption id=\"\" align=\"alignright\" width=\"300\"]<a title=\"Motel by Beyond Neon, on Flickr\" href=\"http://www.flickr.com/photos/kungfuji/334401828/\"><img alt=\"Motel\" src=\"http://farm1.staticflickr.com/160/334401828_a2832dd918.jpg\" width=\"300\" height=\"400\" /></a> Motel in Livingston , MT by Beyond Neon on Flickr[/caption]\r\n\r\nYour experience with the hotel is what makes you like it or not. Not the advertising and probably not the rate you paid.\r\n\r\nLast year, I stayed at a chain hotel where the price was right, but nothing else was. I could hear the alarm of the guy next door to me (and his TV and everything else). The coffee in the \"free\" breakfast was terrible. When I complained and asked for a different room,  they did accommodate me. But the problem wasn\'t the room itself, it was the hotel\'s cheap construction. I will never stay there again.  On the other hand, over New Year\'s I stayed at a boutique hotel. There were only a few rooms per floor. The building was old and solidly built. Plus, it was in a great location, quiet and comfortable. I would go back.\r\n\r\nMarketing can get you to book a stay, but you won\'t be coming back if you had a bad experience. And in this social media age, you most likely will share your experiences on a rating site like Trip Advisor or Yelp.  If you have questions or concerns, you  may go on Twitter or Facebook.\r\n\r\n<strong>Marketing is important, but so is the customer experience.</strong> You can\'t succeed in business if you don\'t work on both. Too many companies spend extraordinary amounts of money trying to get you to buy something, but then don\'t expend any effort once you\'ve made your purchase.\r\n\r\nWith service products, like hotel stays and air travel, experience matters even more because there is no tangible item that you have bought. All you will be taking home are the memories of the experience. The flight went smoothly and you got to your destination on time? That is either a good memory or something that you don\'t think about again. But if you got to your hotel and there were dirty linens on the bed and a non-functioning air conditioning unit, not only is that a bad experience, you will remember it.\r\n\r\n&nbsp;\r\n\r\n&nbsp;','What your latest hotel stay can teach you about marketing','','publish','open','open','','what-your-latest-hotel-stay-can-teach-you-about-marketing','','','2013-06-13 13:58:05','2013-06-13 13:58:05','',0,'http://deborahbrody.com/?p=2221',0,'post','',0),
(2222,4,'2013-06-13 13:51:30','2013-06-13 13:51:30','Have you stayed at a hotel recently? Did you enjoy your stay? If you didn\'t, what was it that you had issues with? Not enough lighting? Towels not fluffy enough? Housekeeping didn\'t clean properly? Or my pet peeve, too much noise?  If you did, what made it good? Helpful staff? Location?\n\n[caption id=\"\" align=\"alignright\" width=\"300\"]<a title=\"Motel by Beyond Neon, on Flickr\" href=\"http://www.flickr.com/photos/kungfuji/334401828/\"><img alt=\"Motel\" src=\"http://farm1.staticflickr.com/160/334401828_a2832dd918.jpg\" width=\"300\" height=\"400\" /></a> Motel in Livingston , MT by Beyond Neon on Flickr[/caption]\n\nYour experience with the hotel is what makes you like it or not. Not the advertising and probably not the rate you paid.\n\nLast year, I stayed at a chain hotel where the price was right, but nothing else was. I could hear the alarm of the guy next door to me (and his TV and everything else). The coffee in the \"free\" breakfast was terrible. When I complained and asked for a different room,  they did accommodate me. But the problem wasn\'t the room itself, it was the hotels cheap construction. I will never stay there again.  On the other hand, over New Year\'s I stayed at a boutique hotel. There were only a few rooms per floor. The building was old and solidly built. Plus, it was in a great location, quiet and comfortable. I would go back.\n\nMarketing can get you to book a stay, but you won\'t be coming back if you had a bad experience. And in this social media age, you most likely will share your experiences on a rating site like Trip Advisor or Yelp.  If you have questions or concerns, you  may go on Twitter or Facebook.\n\n<strong>Marketing is important, but so is the customer experience.</strong> You can\'t succeed in business if you don\'t work on both. Too many companies spend extraordinary amounts of money trying to get you to buy something, but then don\'t expend any effort once you\'ve made your purchase.\n\nWith service products, like hotel stays and air travel, experience matters even more because there is no tangible item that you have bought. All you will be taking home are the memories of the experience. The flight went smoothly and you got to your destination on time? That is either a good memory or something that you don\'t think about again. But if you got to your hotel and there were dirty linens on the bed and a non-functioning air conditioning unit, not only is that a bad experience, you will remember it.\n\n&nbsp;\n\n&nbsp;','What your latest hotel stay can teach you about marketing','','inherit','open','open','','2221-revision','','','2013-06-13 13:51:30','2013-06-13 13:51:30','',2221,'http://deborahbrody.com/2013/06/2221-revision/',0,'revision','',0),
(2224,4,'2013-06-13 13:53:43','2013-06-13 13:53:43','Have you stayed at a hotel recently? Did you enjoy your stay? If you didn\'t, what was it that you had issues with?  Towels not fluffy enough? Housekeeping didn\'t clean properly? Or my pet peeve, too much noise?  If you did, what made it good? Helpful staff? Location?\n\n[caption id=\"\" align=\"alignright\" width=\"300\"]<a title=\"Motel by Beyond Neon, on Flickr\" href=\"http://www.flickr.com/photos/kungfuji/334401828/\"><img alt=\"Motel\" src=\"http://farm1.staticflickr.com/160/334401828_a2832dd918.jpg\" width=\"300\" height=\"400\" /></a> Motel in Livingston , MT by Beyond Neon on Flickr[/caption]\n\nYour experience with the hotel is what makes you like it or not. Not the advertising and probably not the rate you paid.\n\nLast year, I stayed at a chain hotel where the price was right, but nothing else was. I could hear the alarm of the guy next door to me (and his TV and everything else). The coffee in the \"free\" breakfast was terrible. When I complained and asked for a different room,  they did accommodate me. But the problem wasn\'t the room itself, it was the hotels cheap construction. I will never stay there again.  On the other hand, over New Year\'s I stayed at a boutique hotel. There were only a few rooms per floor. The building was old and solidly built. Plus, it was in a great location, quiet and comfortable. I would go back.\n\nMarketing can get you to book a stay, but you won\'t be coming back if you had a bad experience. And in this social media age, you most likely will share your experiences on a rating site like Trip Advisor or Yelp.  If you have questions or concerns, you  may go on Twitter or Facebook.\n\n<strong>Marketing is important, but so is the customer experience.</strong> You can\'t succeed in business if you don\'t work on both. Too many companies spend extraordinary amounts of money trying to get you to buy something, but then don\'t expend any effort once you\'ve made your purchase.\n\nWith service products, like hotel stays and air travel, experience matters even more because there is no tangible item that you have bought. All you will be taking home are the memories of the experience. The flight went smoothly and you got to your destination on time? That is either a good memory or something that you don\'t think about again. But if you got to your hotel and there were dirty linens on the bed and a non-functioning air conditioning unit, not only is that a bad experience, you will remember it.\n\n&nbsp;\n\n&nbsp;','What your latest hotel stay can teach you about marketing','','inherit','open','open','','2221-revision-3','','','2013-06-13 13:53:43','2013-06-13 13:53:43','',2221,'http://deborahbrody.com/2013/06/2221-revision-3/',0,'revision','',0),
(2223,4,'2013-06-13 13:51:39','2013-06-13 13:51:39','Have you stayed at a hotel recently? Did you enjoy your stay? If you didn\'t, what was it that you had issues with? Not enough lighting? Towels not fluffy enough? Housekeeping didn\'t clean properly? Or my pet peeve, too much noise?  If you did, what made it good? Helpful staff? Location?\r\n\r\n[caption id=\"\" align=\"alignright\" width=\"300\"]<a title=\"Motel by Beyond Neon, on Flickr\" href=\"http://www.flickr.com/photos/kungfuji/334401828/\"><img alt=\"Motel\" src=\"http://farm1.staticflickr.com/160/334401828_a2832dd918.jpg\" width=\"300\" height=\"400\" /></a> Motel in Livingston , MT by Beyond Neon on Flickr[/caption]\r\n\r\nYour experience with the hotel is what makes you like it or not. Not the advertising and probably not the rate you paid.\r\n\r\nLast year, I stayed at a chain hotel where the price was right, but nothing else was. I could hear the alarm of the guy next door to me (and his TV and everything else). The coffee in the \"free\" breakfast was terrible. When I complained and asked for a different room,  they did accommodate me. But the problem wasn\'t the room itself, it was the hotels cheap construction. I will never stay there again.  On the other hand, over New Year\'s I stayed at a boutique hotel. There were only a few rooms per floor. The building was old and solidly built. Plus, it was in a great location, quiet and comfortable. I would go back.\r\n\r\nMarketing can get you to book a stay, but you won\'t be coming back if you had a bad experience. And in this social media age, you most likely will share your experiences on a rating site like Trip Advisor or Yelp.  If you have questions or concerns, you  may go on Twitter or Facebook.\r\n\r\n<strong>Marketing is important, but so is the customer experience.</strong> You can\'t succeed in business if you don\'t work on both. Too many companies spend extraordinary amounts of money trying to get you to buy something, but then don\'t expend any effort once you\'ve made your purchase.\r\n\r\nWith service products, like hotel stays and air travel, experience matters even more because there is no tangible item that you have bought. All you will be taking home are the memories of the experience. The flight went smoothly and you got to your destination on time? That is either a good memory or something that you don\'t think about again. But if you got to your hotel and there were dirty linens on the bed and a non-functioning air conditioning unit, not only is that a bad experience, you will remember it.\r\n\r\n&nbsp;\r\n\r\n&nbsp;','What your latest hotel stay can teach you about marketing','','inherit','open','open','','2221-revision-2','','','2013-06-13 13:51:39','2013-06-13 13:51:39','',2221,'http://deborahbrody.com/2013/06/2221-revision-2/',0,'revision','',0),
(2225,4,'2013-06-13 13:55:31','2013-06-13 13:55:31','Have you stayed at a hotel recently? Did you enjoy your stay? If you didn\'t, what was it that you had issues with?  Towels not fluffy enough? Housekeeping didn\'t clean properly? Or my pet peeve, too much noise?  If you did enjoy your stay, what made it good? Helpful staff? Location? Great amenities?\n\n[caption id=\"\" align=\"alignright\" width=\"300\"]<a title=\"Motel by Beyond Neon, on Flickr\" href=\"http://www.flickr.com/photos/kungfuji/334401828/\"><img alt=\"Motel\" src=\"http://farm1.staticflickr.com/160/334401828_a2832dd918.jpg\" width=\"300\" height=\"400\" /></a> Motel in Livingston , MT by Beyond Neon on Flickr[/caption]\n\nYour experience with the hotel is what makes you like it or not. Not the advertising and probably not the rate you paid.\n\nLast year, I stayed at a chain hotel where the price was right, but nothing else was. I could hear the alarm of the guy next door to me (and his TV and everything else). The coffee in the \"free\" breakfast was terrible. When I complained and asked for a different room,  they did accommodate me. But the problem wasn\'t the room itself, it was the hotels cheap construction. I will never stay there again.  On the other hand, over New Year\'s I stayed at a boutique hotel. There were only a few rooms per floor. The building was old and solidly built. Plus, it was in a great location, quiet and comfortable. I would go back.\n\nMarketing can get you to book a stay, but you won\'t be coming back if you had a bad experience. And in this social media age, you most likely will share your experiences on a rating site like Trip Advisor or Yelp.  If you have questions or concerns, you  may go on Twitter or Facebook.\n\n<strong>Marketing is important, but so is the customer experience.</strong> You can\'t succeed in business if you don\'t work on both. Too many companies spend extraordinary amounts of money trying to get you to buy something, but then don\'t expend any effort once you\'ve made your purchase.\n\nWith service products, like hotel stays and air travel, experience matters even more because there is no tangible item that you have bought. All you will be taking home are the memories of the experience. The flight went smoothly and you got to your destination on time? That is either a good memory or something that you don\'t think about again. But if you got to your hotel and there were dirty linens on the bed and a non-functioning air conditioning unit, not only is that a bad experience, you will remember it.\n\n&nbsp;\n\n&nbsp;','What your latest hotel stay can teach you about marketing','','inherit','open','open','','2221-autosave','','','2013-06-13 13:55:31','2013-06-13 13:55:31','',2221,'http://deborahbrody.com/2013/06/2221-autosave/',0,'revision','',0),
(2226,4,'2013-06-13 13:54:26','2013-06-13 13:54:26','Have you stayed at a hotel recently? Did you enjoy your stay? If you didn\'t, what was it that you had issues with?  Towels not fluffy enough? Housekeeping didn\'t clean properly? Or my pet peeve, too much noise?  If you did enjoy your stay, what made it good? Helpful staff? Location? Great amenities?\r\n\r\n[caption id=\"\" align=\"alignright\" width=\"300\"]<a title=\"Motel by Beyond Neon, on Flickr\" href=\"http://www.flickr.com/photos/kungfuji/334401828/\"><img alt=\"Motel\" src=\"http://farm1.staticflickr.com/160/334401828_a2832dd918.jpg\" width=\"300\" height=\"400\" /></a> Motel in Livingston , MT by Beyond Neon on Flickr[/caption]\r\n\r\nYour experience with the hotel is what makes you like it or not. Not the advertising and probably not the rate you paid.\r\n\r\nLast year, I stayed at a chain hotel where the price was right, but nothing else was. I could hear the alarm of the guy next door to me (and his TV and everything else). The coffee in the \"free\" breakfast was terrible. When I complained and asked for a different room,  they did accommodate me. But the problem wasn\'t the room itself, it was the hotels cheap construction. I will never stay there again.  On the other hand, over New Year\'s I stayed at a boutique hotel. There were only a few rooms per floor. The building was old and solidly built. Plus, it was in a great location, quiet and comfortable. I would go back.\r\n\r\nMarketing can get you to book a stay, but you won\'t be coming back if you had a bad experience. And in this social media age, you most likely will share your experiences on a rating site like Trip Advisor or Yelp.  If you have questions or concerns, you  may go on Twitter or Facebook.\r\n\r\n<strong>Marketing is important, but so is the customer experience.</strong> You can\'t succeed in business if you don\'t work on both. Too many companies spend extraordinary amounts of money trying to get you to buy something, but then don\'t expend any effort once you\'ve made your purchase.\r\n\r\nWith service products, like hotel stays and air travel, experience matters even more because there is no tangible item that you have bought. All you will be taking home are the memories of the experience. The flight went smoothly and you got to your destination on time? That is either a good memory or something that you don\'t think about again. But if you got to your hotel and there were dirty linens on the bed and a non-functioning air conditioning unit, not only is that a bad experience, you will remember it.\r\n\r\n&nbsp;\r\n\r\n&nbsp;','What your latest hotel stay can teach you about marketing','','inherit','open','open','','2221-revision-4','','','2013-06-13 13:54:26','2013-06-13 13:54:26','',2221,'http://deborahbrody.com/2013/06/2221-revision-4/',0,'revision','',0),
(2245,4,'2013-06-26 00:15:52','2013-06-26 00:15:52','Today, I presented \"Using your Blog as a Centerpiece in your Social Media Strategy\" at the PRSA Mid-Atlantic Chesapeake District Conference. It was a great session with lots of great questions.\r\n\r\nHere\'s the PowerPoint presentation on SlideShare\r\n<iframe style=\"border: 1px solid #CCC; border-width: 1px 1px 0; margin-bottom: 5px;\" src=\"http://www.slideshare.net/slideshow/embed_code/23485051\" height=\"356\" width=\"427\" allowfullscreen=\"\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\"></iframe>\r\n<div style=\"margin-bottom: 5px;\"><strong> <a title=\"Blog social media strategy prsamd brody slide share\" href=\"http://www.slideshare.net/DeborahBrody/blog-social-media-strategy-prsamd-brody-slide-share\" target=\"_blank\">Blog social media strategy prsamd brody slide share</a> </strong> from <strong><a href=\"http://www.slideshare.net/DeborahBrody\" target=\"_blank\">DeborahBrody</a></strong></div>\r\n<div style=\"margin-bottom: 5px;\"></div>\r\n<p style=\"margin-bottom: 5px;\">Let me know if you have any further questions.</p>\r\n<p style=\"margin-bottom: 5px;\">If you\'d like to learn more about blogging, sign up for my next How to Blog workshop, taking place on July 18 in Baltimore. Here are the <a href=\"http://howtowriteyourblogbaltimore.eventbrite.com/#\" target=\"_blank\">details.</a></p>','Is your blog social?','','publish','open','open','','is-your-blog-social','','','2013-06-26 00:15:52','2013-06-26 00:15:52','',0,'http://deborahbrody.com/?p=2245',0,'post','',0),
(2228,4,'2013-06-17 12:52:22','2013-06-17 12:52:22','Regardless of all the stories about email being dead, it is still around and it is still used for marketing purposes. Think about the amount of email you get every day. How much of it is personal (and by that I mean addressed to you from a real live person, whether it be to discuss weekend plans or the latest changes to the document you are working on)? I bet only a small fraction falls in the latter category.\r\n\r\nWhat makes email marketing so effective is that it targets people directly and sends the messages into a place they are likely to be every day--their email inbox.  <strong>Successful email marketing is personalized and customized. </strong>Email marketing gives you the ability to address email  to individuals by name and send them the news, offers or other information that is relevant to them.\r\n\r\nAnd yet, today I got an email with the following subject line: David, connect with [name of marketer]. Yes, you are personalizing, but you screwed up my name. I could have deleted it had I not recognized the sender.\r\n\r\nAnd yet, on Friday, I got this email from Thrifty:<a href=\"http://deborahbrody.com/wp-content/uploads/2013/06/Thrifty-1.bmp\"><img class=\"aligncenter size-medium wp-image-2229\" alt=\"Thrifty 1\" src=\"http://deborahbrody.com/wp-content/uploads/2013/06/Thrifty-1.bmp\" width=\"640\" height=\"427\" /></a>\r\n<p style=\"text-align: left;\">Then, on Saturday I got this one:</p>\r\n<p style=\"text-align: left;\"><a href=\"http://deborahbrody.com/wp-content/uploads/2013/06/Thrifty-2.bmp\"><img class=\"aligncenter size-medium wp-image-2230\" alt=\"Thrifty 2\" src=\"http://deborahbrody.com/wp-content/uploads/2013/06/Thrifty-2.bmp\" /></a>I am not sure how many people got this email, but since I happen to rent a few times a year, I thought the first email was for real and an offer for me personally, even though I don\'t have a Blue Chip account. The second email--addressed to \"Dear Valued Customer\"--did not make me feel valued at all.  Thrifty is now telling me that it screwed up and that the offer it  sent is not valid,without doing anything to compensate for the mistake.</p>\r\n<p style=\"text-align: left;\"><strong>Are you screwing up the goodwill?</strong></p>\r\n<p style=\"text-align: left;\">How many times can you screw up and keep goodwill? The difference between screwing up in a mass advertising campaign is that it is impersonal. When you screw up on email you have addressed a client/customer/prospect directly and personally, you have to be more contrite. Since you have the ability to be personal, then be personal! And be more careful.</p>\r\n<p style=\"text-align: left;\"><strong>It is about opting-in. Don\'t give them a reason to opt-out.</strong></p>\r\n<p style=\"text-align: left;\">The reason that we use email marketing is because, generally, it is opt-in. That is, people have signed up to receive our messages and want to get them. There is goodwill. But if you fail to personalize, send out erroneous offers, or the wrong offers, you are jeopardizing  that goodwill and giving your list a reason to opt out.</p>\r\n<p style=\"text-align: left;\">Thoughts?</p>','Why you need to be extra careful with your email marketing','','publish','open','open','','why-you-need-to-be-extra-careful-with-your-email-marketing','','','2013-06-17 12:52:22','2013-06-17 12:52:22','',0,'http://deborahbrody.com/?p=2228',0,'post','',0),
(2229,4,'2013-06-17 12:29:33','2013-06-17 12:29:33','','Thrifty 1','','inherit','open','open','','thrifty-1','','','2013-06-17 12:29:33','2013-06-17 12:29:33','',2228,'http://deborahbrody.com/wp-content/uploads/2013/06/Thrifty-1.bmp',0,'attachment','image/bmp',0),
(2230,4,'2013-06-17 12:35:02','2013-06-17 12:35:02','','Thrifty 2','','inherit','open','open','','thrifty-2','','','2013-06-17 12:35:02','2013-06-17 12:35:02','',2228,'http://deborahbrody.com/wp-content/uploads/2013/06/Thrifty-2.bmp',0,'attachment','image/bmp',0),
(2231,4,'2013-06-17 12:47:04','2013-06-17 12:47:04','Regardless of all the stories about email being dead, it is still around and it is still used for marketing purposes. Think about the amount of email you get every day. How much of it is personal (and by that I mean addressed to you from a real live person, whether it be to discuss weekend plans or the latest changes to the document you are working on)? I bet only a small fraction falls in the latter category.\n\nWhat makes email marketing so effective is that it targets people directly and sends the messages into a place they are likely to be every day--their email inbox.  Successful email marketing is personalized and customized, that is, email can be addressed to individuals by name and sends them the news, offers or other information that is relevant to the\n\nAnd yet, today I got an email with the following subject line: David, connect with [name of marketer].\n\nAnd yet, on Friday, I got this email from Thrifty:<a href=\"http://deborahbrody.com/wp-content/uploads/2013/06/Thrifty-1.bmp\"><img class=\"aligncenter size-medium wp-image-2229\" alt=\"Thrifty 1\" src=\"http://deborahbrody.com/wp-content/uploads/2013/06/Thrifty-1.bmp\" width=\"640\" height=\"427\" /></a>\n<p style=\"text-align: left;\">Then, on Saturday I got this one:</p>\n<p style=\"text-align: left;\"><a href=\"http://deborahbrody.com/wp-content/uploads/2013/06/Thrifty-2.bmp\"><img class=\"aligncenter size-medium wp-image-2230\" alt=\"Thrifty 2\" src=\"http://deborahbrody.com/wp-content/uploads/2013/06/Thrifty-2.bmp\" /></a>I am not sure how many people got this email, but since I happen to rent a few times a year, I thought the first email was for real, even though I don\'t have a Blue Chip account. The second email--addressed to \"Dear Valued Customer\"--did not make me feel valued at all.  Thrifty is now telling me that it screwed up and that the offer it  sent is not valid,without doing anything to compensate for the mistake.</p>\n<p style=\"text-align: left;\">Are you</p>\n<p style=\"text-align: left;\">How many times can you screw up and keep goodwill? The difference between screwing up in a mass advertising campaign is that it is impersonal. When you screw up on email you have addressed a client/customer/prospect directly and personally, you have to be more contrite. Since you have the ability to be personal, then be personal! And be more careful.</p>\n<p style=\"text-align: left;\"><strong>It is about opting-in. Don\'t give them a reason to opt-out.</strong></p>\n<p style=\"text-align: left;\">The reason that we use email marketing is because, generally, it is opt-in. That is, people have signed up to receive our messages--they want to get them. There is goodwill. But if you fail to personalize, send out erroneous offers, or the wrong offers, you are jeopardizing  that goodwill.</p>\n<p style=\"text-align: left;\"></p>','Why you need to be extra careful with your email marketing','','inherit','open','open','','2228-revision','','','2013-06-17 12:47:04','2013-06-17 12:47:04','',2228,'http://deborahbrody.com/2013/06/2228-revision/',0,'revision','',0),
(2232,4,'2013-06-17 12:47:58','2013-06-17 12:47:58','Regardless of all the stories about email being dead, it is still around and it is still used for marketing purposes. Think about the amount of email you get every day. How much of it is personal (and by that I mean addressed to you from a real live person, whether it be to discuss weekend plans or the latest changes to the document you are working on)? I bet only a small fraction falls in the latter category.\r\n\r\nWhat makes email marketing so effective is that it targets people directly and sends the messages into a place they are likely to be every day--their email inbox.  Successful email marketing is personalized and customized, that is, email can be addressed to individuals by name and sends them the news, offers or other information that is relevant to the\r\n\r\nAnd yet, today I got an email with the following subject line: David, connect with [name of marketer].\r\n\r\nAnd yet, on Friday, I got this email from Thrifty:<a href=\"http://deborahbrody.com/wp-content/uploads/2013/06/Thrifty-1.bmp\"><img class=\"aligncenter size-medium wp-image-2229\" alt=\"Thrifty 1\" src=\"http://deborahbrody.com/wp-content/uploads/2013/06/Thrifty-1.bmp\" width=\"640\" height=\"427\" /></a>\r\n<p style=\"text-align: left;\">Then, on Saturday I got this one:</p>\r\n<p style=\"text-align: left;\"><a href=\"http://deborahbrody.com/wp-content/uploads/2013/06/Thrifty-2.bmp\"><img class=\"aligncenter size-medium wp-image-2230\" alt=\"Thrifty 2\" src=\"http://deborahbrody.com/wp-content/uploads/2013/06/Thrifty-2.bmp\" /></a>I am not sure how many people got this email, but since I happen to rent a few times a year, I thought the first email was for real and an offer for me personally, even though I don\'t have a Blue Chip account. The second email--addressed to \"Dear Valued Customer\"--did not make me feel valued at all.  Thrifty is now telling me that it screwed up and that the offer it  sent is not valid,without doing anything to compensate for the mistake.</p>\r\n<p style=\"text-align: left;\"><strong>Are you screwing up the goodwill?</strong></p>\r\n<p style=\"text-align: left;\">How many times can you screw up and keep goodwill? The difference between screwing up in a mass advertising campaign is that it is impersonal. When you screw up on email you have addressed a client/customer/prospect directly and personally, you have to be more contrite. Since you have the ability to be personal, then be personal! And be more careful.</p>\r\n<p style=\"text-align: left;\"><strong>It is about opting-in. Don\'t give them a reason to opt-out.</strong></p>\r\n<p style=\"text-align: left;\">The reason that we use email marketing is because, generally, it is opt-in. That is, people have signed up to receive our messages--they want to get them. There is goodwill. But if you fail to personalize, send out erroneous offers, or the wrong offers, you are jeopardizing  that goodwill.</p>\r\n<p style=\"text-align: left;\"></p>','Why you need to be extra careful with your email marketing','','inherit','open','open','','2228-revision-2','','','2013-06-17 12:47:58','2013-06-17 12:47:58','',2228,'http://deborahbrody.com/2013/06/2228-revision-2/',0,'revision','',0),
(2233,4,'2013-06-17 12:48:10','2013-06-17 12:48:10','Regardless of all the stories about email being dead, it is still around and it is still used for marketing purposes. Think about the amount of email you get every day. How much of it is personal (and by that I mean addressed to you from a real live person, whether it be to discuss weekend plans or the latest changes to the document you are working on)? I bet only a small fraction falls in the latter category.\r\n\r\nWhat makes email marketing so effective is that it targets people directly and sends the messages into a place they are likely to be every day--their email inbox.  Successful email marketing is personalized and customized, that is, email can be addressed to individuals by name and sends them the news, offers or other information that is relevant to the\r\n\r\nAnd yet, today I got an email with the following subject line: David, connect with [name of marketer].\r\n\r\nAnd yet, on Friday, I got this email from Thrifty:<a href=\"http://deborahbrody.com/wp-content/uploads/2013/06/Thrifty-1.bmp\"><img class=\"aligncenter size-medium wp-image-2229\" alt=\"Thrifty 1\" src=\"http://deborahbrody.com/wp-content/uploads/2013/06/Thrifty-1.bmp\" width=\"640\" height=\"427\" /></a>\r\n<p style=\"text-align: left;\">Then, on Saturday I got this one:</p>\r\n<p style=\"text-align: left;\"><a href=\"http://deborahbrody.com/wp-content/uploads/2013/06/Thrifty-2.bmp\"><img class=\"aligncenter size-medium wp-image-2230\" alt=\"Thrifty 2\" src=\"http://deborahbrody.com/wp-content/uploads/2013/06/Thrifty-2.bmp\" /></a>I am not sure how many people got this email, but since I happen to rent a few times a year, I thought the first email was for real and an offer for me personally, even though I don\'t have a Blue Chip account. The second email--addressed to \"Dear Valued Customer\"--did not make me feel valued at all.  Thrifty is now telling me that it screwed up and that the offer it  sent is not valid,without doing anything to compensate for the mistake.</p>\r\n<p style=\"text-align: left;\"><strong>Are you screwing up the goodwill?</strong></p>\r\n<p style=\"text-align: left;\">How many times can you screw up and keep goodwill? The difference between screwing up in a mass advertising campaign is that it is impersonal. When you screw up on email you have addressed a client/customer/prospect directly and personally, you have to be more contrite. Since you have the ability to be personal, then be personal! And be more careful.</p>\r\n<p style=\"text-align: left;\"><strong>It is about opting-in. Don\'t give them a reason to opt-out.</strong></p>\r\n<p style=\"text-align: left;\">The reason that we use email marketing is because, generally, it is opt-in. That is, people have signed up to receive our messages--they want to get them. There is goodwill. But if you fail to personalize, send out erroneous offers, or the wrong offers, you are jeopardizing  that goodwill.</p>\r\n<p style=\"text-align: left;\"></p>','Why you need to be extra careful with your email marketing','','inherit','open','open','','2228-revision-3','','','2013-06-17 12:48:10','2013-06-17 12:48:10','',2228,'http://deborahbrody.com/2013/06/2228-revision-3/',0,'revision','',0),
(2237,4,'2013-06-20 13:02:29','2013-06-20 13:02:29','Yesterday, the <a href=\"https://www.prsa-ncc.org/\" target=\"_blank\">PRSA-National Capital Chapter</a> hosted a panel on content marketing and public relations. The panelists--Michael Laxineta (Custom Briefings), Bruce Namerow (Interactive Strategies) and Anne Holtz (Home Innovation Research Labs)-- did a great job of explaining what content marketing is, how it works and how to make it work better.\r\n\r\nMichael Laxineta said he believes that the \"PR profession is the original content marketer.\" He says that 91% of business-to-business marketers are using content marketing, and that the biggest challenge is providing engaging content. Bruce Namerow said that content drives anything, and that brands now are their own publishers.\r\n\r\nContent marketing has many benefits, including brand awareness, nurturing leads and building relationships. Anne Holtz said that prior to embarking on a content marketing strategy, Home Innovation Research Labs was doing great stuff, but people did not know about it.  Having a strategy in place has helped get traffic to its website.\r\n\r\nIn order to develop a successful content marketing program,  you should consider these five key steps:\r\n\r\n<strong>1. Make sure that your content marketing is in line with both your business and communications goals.</strong>\r\n\r\n<strong>2. Understand exactly who your audience is and what information they need.</strong>\r\n\r\n<strong>3. Do keyword research so that you are using the terms and keywords people actually search.</strong>\r\n\r\n<strong>4. Personalize the content to your audience needs. It is not about reaching everyone but about reaching your niche with the information they need.</strong>\r\n\r\n<strong>5. Make sure your content is mobile-ready.</strong>\r\n\r\nPerhaps content marketing is just a fancy new term for what we used to call integrated marketing communications, as my friend Karen Addis from <a href=\"http://environicspr.com/us/\" target=\"_blank\">Environics Communications </a>said. Whatever we call it now, it is still smart to reach your audience with the information they require to build a relationship with your organization or to buy from your business.\r\n\r\n&nbsp;','5 keys to successful content marketing','','publish','open','open','','5-keys-to-successful-content-marketing','','','2013-06-20 13:02:29','2013-06-20 13:02:29','',0,'http://deborahbrody.com/?p=2237',0,'post','',2),
(2238,4,'2013-06-20 13:01:52','2013-06-20 13:01:52','Yesterday, the <a href=\"https://www.prsa-ncc.org/\" target=\"_blank\">PRSA-National Capital Chapter</a> hosted a panel on content marketing and public relations. The panelists--Michael Laxineta (Custom Briefings), Bruce Namerow (Interactive Strategies) and Anne Holtz (Home Innovation Research Labs)-- did a great job of explaining what content marketing is, how it works and how to make it work better.\n\nMichael Laxineta said he believes that the \"PR profession is the original content marketer.\" He says that 91% of business-to-business marketers are using content marketing, and that the biggest challenge is providing engaging content. Bruce Namerow said that content drives anything, and that brands now are their own publishers.\n\nContent marketing has many benefits, including brand awareness, nurturing leads and building relationships. Anne Holtz said that prior to embarking on a content marketing strategy, Home Innovation Research Labs was doing great stuff, but people did not know about it.  Having a strategy in place has helped get traffic to its website.\n\nIn order to develop a successful content marketing program,  you should consider these five key steps:\n\n<strong>1. Make sure that your content marketing is in line with both your business and communications goals.</strong>\n\n<strong>2. Understand exactly who your audience is and what information they need.</strong>\n\n<strong>3. Do keyword research so that you are using the terms and keywords people actually search.</strong>\n\n<strong>4. Personalize the content to your audience needs. It is not about reaching everyone but about reaching your niche with the information they need.</strong>\n\n<strong>5. Make sure your content is mobile-ready.</strong>\n\nPerhaps content marketing is just a fancy new term for what we used to call integrated marketing communications, as my friend Karen Addis from <a href=\"http://environicspr.com/us/\" target=\"_blank\">Environics Communications </a>said. Whatever we call it now, it is still smart to reach your audience with the information they require to build a relationship with your organization or to buy from your business.\n\n&nbsp;','5 keys to successful content marketing','','inherit','open','open','','2237-revision','','','2013-06-20 13:01:52','2013-06-20 13:01:52','',2237,'http://deborahbrody.com/2013/06/2237-revision/',0,'revision','',0),
(2260,4,'2013-07-11 13:07:06','2013-07-11 13:07:06','Many businesses use special offers to try to lure customers in or to retain existing customers. Whether it is a discount for new customers, a gift with purchase or buy-one-get-one free, special offers are all over. The question is are these offers working for the business AND are they working for the customer?\r\n\r\n[caption id=\"\" align=\"aligncenter\" width=\"500\"]<a title=\"SPECIAL by davecobb, on Flickr\" href=\"http://www.flickr.com/photos/davecobb/3080592338/\"><img alt=\"SPECIAL\" src=\"http://farm4.staticflickr.com/3209/3080592338_2f587803aa.jpg\" width=\"500\" height=\"375\" /></a> Special by Dave Cobb on Flickr[/caption]\r\n\r\nI have been going to a massage clinic for a while, and through the years, its rates have climbed steadily, which makes it harder to get massages regularly. The clinic started offering a deal to holders of a local rewards card, which you buy for $25 and which provides a variety of discounts with local businesses. The deal was that you would get a 75-minute massage for the price of a 60-minute massage, or 15 minutes free. There is very little cost to the clinic for this deal, and the value is only about $15.\r\n\r\nSince I was booking a 60-minute massage anyway, why not get an extra 15 minutes, right? I  did so back in February, and then I booked it again for this week. Well, I got an email back from the massage therapist telling me the deal had expired and that she would be happy to give me a 75-minute massage for the regular price.  Needless to say, I was not happy. I wrote back that it was disappointing that they would have this offer on their website scheduler and then not honor it. Then, the clinic\'s owner wrote me to tell me that no, the offer hadn\'t expired, it simply was valid for a ONE-TIME USE, and since I had used it in February, I was no longer entitled to it. BUT, because I was a \"loyal\" customer, she would pay the massage therapist the difference (words designed to make me feel guilty...but that is a subject for another post).\r\n\r\nNowhere on the clinic\'s website does it say anything about the offer being a one-time deal. In fact, the only place referencing this is the website for the rewards card (in fairly small print). Nobody else on the rewards program has a one-time deal. It is all discounts for first time customers or ongoing discounts such as a 10% discount at a dry cleaner\'s and so forth.\r\n\r\nWhat we have here is a special offer that a) has no clear purpose and b) does not have clear (and common) rules for usage.  The result is little gain to the business and disappointment to the customer.\r\n\r\nWhen deciding on a special offer, businesses need to do a bit of strategic thinking and planning. Here are some guidelines before you issue any type of special offer.\r\n\r\n1) <strong>Have a clear marketing goal in mind.</strong> Are you training to attract new customers? Are you trying to build loyalty? What do you hope to accomplish with this offer?\r\n\r\n2)<strong> Have a real offer (with real value)</strong>.  A special offer should be special, that is, a customer should be getting something that he or she really wants and that incentivizes the customer with the goal in mind. That is, if you want a new customer, then make it worthwhile for a new customer to try your service or product (hint--10% off is usually not a great offer for first-time users).\r\n\r\n3) <strong>Have clear rules</strong> that are communicated to the customer BEFORE he/she attempts to use your special offer.\r\n\r\n4) <strong>Be prepared to honor your special offer</strong>. When you don\'t honor an offer you risk alienating the customer.\r\n\r\n5) <strong>Have a way of tracking the offer.</strong> If your goal was to get new customers, how many came because the offer? Have regular customers been taking advantage of the offer and is it translating to an overall increase in sales?\r\n\r\n<strong>Whatever your special offer is, make sure it really is special, both for your business and for your customer.</strong>\r\n\r\n&nbsp;','About that special offer...just how special is it?','','publish','open','open','','about-that-special-offer-just-how-special-is-it','','','2013-07-11 13:07:06','2013-07-11 13:07:06','',0,'http://deborahbrody.com/?p=2260',0,'post','',2),
(2282,4,'2013-07-22 13:30:42','0000-00-00 00:00:00','A couple of weeks ago, I told you all about the awful experience that passes itself of as the Holiday Inn Express. One of the smaller things that was super annoying was the fact that in the (cramped) bathroom, there was no soap dish.  There was a stand cluttering the minimal counter space holding the usual hotel toiletries, including soap bars, but there was no place to put the soap once you opened the plastic wrapping.  The soap slid to the floor quite easily and often. Hard to wash your hand when you can\'t put the soap down when you are finished!\r\n\r\nJust a few weeks before my stay at the HIE, I stayed at a boutique inn in the same city. Among the many amenities was a soap dish in the bathroom. It was a nice touch. It showed the inn had considered the guest\'s needs (and that someone somewhere had actually used soap to wash their hands at some point, which apparently the managers at the HIE never had done).\r\n\r\nIt\'s simple: You have to consider people\'s needs and how they do things. Providing a great hotel experience OR effective communications/marketing (a good design, great copy)  DEPENDS on whether you are considering your end user (your guest, your target audience). How does a person use your product? What does the person need to complete a sale?\r\n\r\nIf you fail to think about how people actually use your product or service, then you will fail to serve their needs.\r\n\r\n&nbsp;\r\n\r\n&nbsp;','Where shall I put the soap?','','draft','open','open','','','','','2013-07-22 13:30:42','2013-07-22 13:30:42','',0,'http://deborahbrody.com/?p=2282',0,'post','',0),
(2242,4,'2013-06-24 13:51:20','2013-06-24 13:51:20','Twitter is second only to Facebook in brand marketing (85% to Facebook\'s 91%, according to Social Media Examiner\'s <a href=\"http://www.socialmediaexaminer.com/SocialMediaMarketingIndustryReport2013.pdf\" target=\"_blank\">2013 Social Media Marketing Report</a>). It\'s safe to say that Twitter is part of most organizational social media strategies. Yet, many companies do not seem to understand how to use Twitter or how to use it to connect with their customers.\r\n\r\n[caption id=\"\" align=\"aligncenter\" width=\"450\"]<a title=\"FAIL stamp by hans.gerwitz, on Flickr\" href=\"http://www.flickr.com/photos/phobia/2308371224/\"><img alt=\"FAIL stamp\" src=\"http://farm3.staticflickr.com/2123/2308371224_60e0cda6e8.jpg\" width=\"450\" height=\"337\" /></a> FAIL stamp by Hans Gewirtz on Flickr. Read more here: http://hans.gerwitz.com/2011/03/07/fail-stamp.html[/caption]\r\n\r\nHow do companies #fail at Twitter?\r\n\r\n<strong>1. They fail to update their profile</strong>\r\n\r\nHave you ever gone to a Twitter profile and found a link to a blog that has not been updated since 2009? Or how about a company that does not list its current website? It takes minutes to update a Twitter profile. There is no excuse. And don\'t even get me started on those companies (and individuals) who are using the default Twitter egg as their profile pic...\r\n\r\n<strong>2. They fail to seize opportunities</strong>\r\n\r\nAs on most Sundays, yesterday I watched CBS Sunday Morning (some of the best morning TV out there). There were lots of great stories, including one about a Brooklyn pickle manufacturer. It was a  nice story,  and gave the company great publicity. CBS tweeted out a link to the video and mentioned the company\'s Twitter handle. I went to check it. The company never promoted its appearance on CBS and the only mention of it was the re-tweet of CBS\'s video link after the fact. That is a missed opportunity.\r\n\r\n<strong>3. They fail to use Twitter beyond self-promotion</strong>\r\n\r\nToo many companies think that Twitter is a one-way megaphone where they can trumpet their awards and recognitions or think of it as an easy to way to push out news releases and personnel announcements. While there is room for this type of promotion, if a company\'s stream is devoted solely to itself, it is not \"engaging\"with it\'s audience.\r\n\r\n<strong>4. They fail to understand how people expect companies to use Twitter</strong>\r\n\r\nRelated to the above, companies who use Twitter as a self-promotional news stream, don\'t understand people expect to be able to interact with them. Twitter is a social media network, and the word social is there first for a reason. Social has up-ended the way that companies must communicate with their audiences. Instead of one-way communication, social media has given companies a way of having two-way communications with their customers.\r\n\r\n<strong>5. They fail to understand that Twitter is real-time</strong>\r\n\r\nPerhaps waiting 24 hours to return a phone call or an email is standard business practice, but it won\'t fly on Twitter. When somebody is asking something on Twitter (or other social media networks), they are expecting a real-time answer, much the same as if they were having an in-person conversation. Answering a Twitter @ query hours or days later is ineffective and completely inappropriate to the medium.\r\n\r\n<strong>6. They fail to understand \"social shame\"</strong>\r\n\r\nCompanies who disregard/ignore/fail to check @ messages on Twitter are unaware of the concept of social shame. Like it or not, individuals turn to Twitter when they have a problem, figuring companies want to preserve their reputations and will respond or try to fix the problem. Many companies don\'t seem to understand the amplification involved in social media. If I complain about a company, my followers may see it but people who use Twitter\'s search function will also see it.\r\n\r\nWhat other company failures on Twitter have you seen? Please add your thoughts in the comments.\r\n\r\n<strong>UPDATE July 9, 2013</strong>\r\n\r\nFailure can include auto-tweeting replies. Seems that Bank of America has been doing that, quite inappropriately, according to <a href=\"http://consumerist.com/2013/07/08/proof-that-bank-of-americas-twitter-account-is-moderated-by-robots-or-morons-or-moronic-robots/\" target=\"_blank\">this story</a> on Consumerist.','How companies #fail at using Twitter','','publish','open','open','','how-companies-fail-at-using-twitter','','','2013-07-09 14:18:36','2013-07-09 14:18:36','',0,'http://deborahbrody.com/?p=2242',0,'post','',0),
(2243,4,'2013-06-24 13:49:13','2013-06-24 13:49:13','Twitter is second only to Facebook in brand marketing (85% to Facebook\'s 91%, according to Social Media Examiner\'s <a href=\"http://www.socialmediaexaminer.com/SocialMediaMarketingIndustryReport2013.pdf\" target=\"_blank\">2013 Social Media Marketing Report</a>). It\'s safe to say that Twitter is part of most organizational social media strategies. Yet, many companies do not seem to understand how to use Twitter or how to use it to connect with their customers.\n\n[caption id=\"\" align=\"aligncenter\" width=\"450\"]<a title=\"FAIL stamp by hans.gerwitz, on Flickr\" href=\"http://www.flickr.com/photos/phobia/2308371224/\"><img alt=\"FAIL stamp\" src=\"http://farm3.staticflickr.com/2123/2308371224_60e0cda6e8.jpg\" width=\"450\" height=\"337\" /></a> FAIL stamp by Hans Gewirtz on Flickr. Read more here: http://hans.gerwitz.com/2011/03/07/fail-stamp.html[/caption]\n<p style=\"text-align: center;\"></p>\nHow do companies #fail at Twitter?\n\n<strong>1. They fail to update their profile</strong>\n\nHave you ever gone to a Twitter profile and found a link to a blog that has not been updated since 2009? Or how about a company that does not list its current website? It takes minutes to update a Twitter profile. There is no excuse. And don\'t even get me started on those companies (and individuals) who are using the default Twitter egg as their profile pic...\n\n<strong>2. They fail to seize opportunities</strong>\n\nAs on most Sundays, yesterday I watched CBS Sunday Morning (some of the best morning TV out there). There were lots of great stories, including one about a Brooklyn pickle manufacturer. It was a  nice story,  and gave the company great publicity. CBS tweeted out a link to the video and mentioned the company\'s Twitter handle. I went to check it. The company never promoted its appearance on CBS and the only mention of it was the re-tweet of CBS\'s video link after the fact. That is a missed opportunity.\n\n<strong>3. They fail to use Twitter beyond self-promotion</strong>\n\nToo many companies think that Twitter is a one-way megaphone where they can trumpet their awards and recognitions or think of it as an easy to way to push out news releases and personnel announcements. While there is room for this type of promotion, if a company\'s stream is devoted solely to itself, it is not \"engaging\"with it\'s audience.\n\n<strong>4. They fail to understand how people expect companies to use Twitter</strong>\n\nRelated to the above, companies who use Twitter as a self-promotional news stream, don\'t understand people expect to be able to interact with them. Twitter is a social media network, and the word social is there first for a reason. Social has up-ended the way that companies must communicate with their audiences. Instead of one-way communication, social media has given companies a way of having two-way communications with their customers.\n\n<strong>5. They fail to understand that Twitter is real-time</strong>\n\nPerhaps waiting 24 hours to return a phone call or an email is standard business practice, but it won\'t fly on Twitter. When somebody is asking something on Twitter (or other social media networks), they are expecting a real-time answer, much the same as if they were having an in-person conversation. Answering a Twitter @ query hours or days later is ineffective and completely inappropriate to the medium.\n\n<strong>6. They fail to understand \"social shame\"</strong>\n\nCompanies who disregard/ignore/fail to check @ messages on Twitter are unaware of the concept of social shame. Like it or not, individuals turn to Twitter when they have a problem, figuring companies want to preserve their reputations and will respond or try to fix the problem. Many companies don\'t seem to understand the amplification involved in social media. If I complain about a company, my followers may see it but people who use Twitter\'s search function will also see it.\n\nWhat other company failures on Twitter have you seen? Please add any\n\n&nbsp;','How companies #fail at using Twitter','','inherit','open','open','','2242-revision','','','2013-06-24 13:49:13','2013-06-24 13:49:13','',2242,'http://deborahbrody.com/2013/06/2242-revision/',0,'revision','',0),
(2244,4,'2013-06-24 13:50:13','2013-06-24 13:50:13','Twitter is second only to Facebook in brand marketing (85% to Facebook\'s 91%, according to Social Media Examiner\'s <a href=\"http://www.socialmediaexaminer.com/SocialMediaMarketingIndustryReport2013.pdf\" target=\"_blank\">2013 Social Media Marketing Report</a>). It\'s safe to say that Twitter is part of most organizational social media strategies. Yet, many companies do not seem to understand how to use Twitter or how to use it to connect with their customers.\n\n[caption id=\"\" align=\"aligncenter\" width=\"450\"]<a title=\"FAIL stamp by hans.gerwitz, on Flickr\" href=\"http://www.flickr.com/photos/phobia/2308371224/\"><img alt=\"FAIL stamp\" src=\"http://farm3.staticflickr.com/2123/2308371224_60e0cda6e8.jpg\" width=\"450\" height=\"337\" /></a> FAIL stamp by Hans Gewirtz on Flickr. Read more here: http://hans.gerwitz.com/2011/03/07/fail-stamp.html[/caption]\n<p style=\"text-align: center;\"></p>\nHow do companies #fail at Twitter?\n\n<strong>1. They fail to update their profile</strong>\n\nHave you ever gone to a Twitter profile and found a link to a blog that has not been updated since 2009? Or how about a company that does not list its current website? It takes minutes to update a Twitter profile. There is no excuse. And don\'t even get me started on those companies (and individuals) who are using the default Twitter egg as their profile pic...\n\n<strong>2. They fail to seize opportunities</strong>\n\nAs on most Sundays, yesterday I watched CBS Sunday Morning (some of the best morning TV out there). There were lots of great stories, including one about a Brooklyn pickle manufacturer. It was a  nice story,  and gave the company great publicity. CBS tweeted out a link to the video and mentioned the company\'s Twitter handle. I went to check it. The company never promoted its appearance on CBS and the only mention of it was the re-tweet of CBS\'s video link after the fact. That is a missed opportunity.\n\n<strong>3. They fail to use Twitter beyond self-promotion</strong>\n\nToo many companies think that Twitter is a one-way megaphone where they can trumpet their awards and recognitions or think of it as an easy to way to push out news releases and personnel announcements. While there is room for this type of promotion, if a company\'s stream is devoted solely to itself, it is not \"engaging\"with it\'s audience.\n\n<strong>4. They fail to understand how people expect companies to use Twitter</strong>\n\nRelated to the above, companies who use Twitter as a self-promotional news stream, don\'t understand people expect to be able to interact with them. Twitter is a social media network, and the word social is there first for a reason. Social has up-ended the way that companies must communicate with their audiences. Instead of one-way communication, social media has given companies a way of having two-way communications with their customers.\n\n<strong>5. They fail to understand that Twitter is real-time</strong>\n\nPerhaps waiting 24 hours to return a phone call or an email is standard business practice, but it won\'t fly on Twitter. When somebody is asking something on Twitter (or other social media networks), they are expecting a real-time answer, much the same as if they were having an in-person conversation. Answering a Twitter @ query hours or days later is ineffective and completely inappropriate to the medium.\n\n<strong>6. They fail to understand \"social shame\"</strong>\n\nCompanies who disregard/ignore/fail to check @ messages on Twitter are unaware of the concept of social shame. Like it or not, individuals turn to Twitter when they have a problem, figuring companies want to preserve their reputations and will respond or try to fix the problem. Many companies don\'t seem to understand the amplification involved in social media. If I complain about a company, my followers may see it but people who use Twitter\'s search function will also see it.\n\nWhat other company failures on Twitter have you seen? Please add your thoughts in the comments.\n\n&nbsp;','How companies #fail at using Twitter','','inherit','open','open','','2242-revision-2','','','2013-06-24 13:50:13','2013-06-24 13:50:13','',2242,'http://deborahbrody.com/2013/06/2242-revision-2/',0,'revision','',0),
(2246,4,'2013-06-26 00:14:35','2013-06-26 00:14:35','Today, I presented \"Using your Blog as a Centerpiece in your Social Media Strategy\" at the PRSA Mid-Atlantic Chesapeake District Conference. It was a great session with lots of great questions.\n\nHere\'s the PowerPoint presentation on SlideShare\n<iframe style=\"border: 1px solid #CCC; border-width: 1px 1px 0; margin-bottom: 5px;\" src=\"http://www.slideshare.net/slideshow/embed_code/23485051\" height=\"356\" width=\"427\" allowfullscreen=\"\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\"></iframe>\n<div style=\"margin-bottom: 5px;\"><strong> <a title=\"Blog social media strategy prsamd brody slide share\" href=\"http://www.slideshare.net/DeborahBrody/blog-social-media-strategy-prsamd-brody-slide-share\" target=\"_blank\">Blog social media strategy prsamd brody slide share</a> </strong> from <strong><a href=\"http://www.slideshare.net/DeborahBrody\" target=\"_blank\">DeborahBrody</a></strong></div>\n<div style=\"margin-bottom: 5px;\"></div>\n<p style=\"margin-bottom: 5px;\">Let me know if you have any further questions.</p>\n<p style=\"margin-bottom: 5px;\">If you\'d like to learn more about blogging, sign up for my next How to Blog workshop, taking place on July 18 in Baltimore. Here are the details.</p>','Is your blog social?','','inherit','open','open','','2245-revision','','','2013-06-26 00:14:35','2013-06-26 00:14:35','',2245,'http://deborahbrody.com/2013/06/2245-revision/',0,'revision','',0),
(2247,4,'2013-06-26 00:15:36','2013-06-26 00:15:36','Today, I presented \"Using your Blog as a Centerpiece in your Social Media Strategy\" at the PRSA Mid-Atlantic Chesapeake District Conference. It was a great session with lots of great questions.\n\nHere\'s the PowerPoint presentation on SlideShare\n<iframe style=\"border: 1px solid #CCC; border-width: 1px 1px 0; margin-bottom: 5px;\" src=\"http://www.slideshare.net/slideshow/embed_code/23485051\" height=\"356\" width=\"427\" allowfullscreen=\"\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\"></iframe>\n<div style=\"margin-bottom: 5px;\"><strong> <a title=\"Blog social media strategy prsamd brody slide share\" href=\"http://www.slideshare.net/DeborahBrody/blog-social-media-strategy-prsamd-brody-slide-share\" target=\"_blank\">Blog social media strategy prsamd brody slide share</a> </strong> from <strong><a href=\"http://www.slideshare.net/DeborahBrody\" target=\"_blank\">DeborahBrody</a></strong></div>\n<div style=\"margin-bottom: 5px;\"></div>\n<p style=\"margin-bottom: 5px;\">Let me know if you have any further questions.</p>\n<p style=\"margin-bottom: 5px;\">If you\'d like to learn more about blogging, sign up for my next How to Blog workshop, taking place on July 18 in Baltimore. Here are the <a href=\"http://howtowriteyourblogbaltimore.eventbrite.com/#\" target=\"_blank\">details.</a></p>','Is your blog social?','','inherit','open','open','','2245-revision-2','','','2013-06-26 00:15:36','2013-06-26 00:15:36','',2245,'http://deborahbrody.com/2013/06/2245-revision-2/',0,'revision','',0),
(2250,4,'2013-07-02 13:35:31','2013-07-02 13:35:31','Caffeinated views is taking a break this week, so there will be no posts. We\'ll be back next week with our usual marketing and communications insights.\r\n\r\nHappy Independence Day and Fourth of July holiday!','We\'re off for the week!','','publish','open','open','','were-off-for-the-week','','','2013-07-02 13:35:31','2013-07-02 13:35:31','',0,'http://deborahbrody.com/?p=2250',0,'post','',0),
(2251,4,'2013-07-02 13:35:17','2013-07-02 13:35:17','Caffeinated views is taking a break this week, so there will be no pWe promise to be back next week with our usual marketing and communications insights.\n\nHappy Independence Day and Fourth of July holiday!','We\'re off for the week!','','inherit','open','open','','2250-revision','','','2013-07-02 13:35:17','2013-07-02 13:35:17','',2250,'http://deborahbrody.com/2013/07/2250-revision/',0,'revision','',0),
(2253,4,'2013-07-08 17:22:22','2013-07-08 17:22:22','','Presenting at Chessie 1','Image by Harry Bosk, The Write Image','inherit','open','open','','presenting-at-chessie-1','','','2013-07-08 17:22:22','2013-07-08 17:22:22','',0,'http://deborahbrody.com/wp-content/uploads/2012/07/Presenting-at-Chessie-1.jpg',0,'attachment','image/jpeg',0),
(2255,4,'2013-07-09 13:41:22','2013-07-09 13:41:22','It\'s painfully obvious that in many companies, marketing is completely separate from customer service and on another planet from company operations. This is why we often see marketing communications that have nothing in common with the actual experience of using a product or service.\r\n\r\nI have written about this several times before, but <strong>as long as marketing is divorced from customer experience, companies will cultivate poor relationships with their customers</strong>.\r\n\r\nRecently, I stayed at a Holiday Inn Express. You know, where the marketing says that you will be smarter just by staying there. In reality, the walls were paper thin, making sleeping a challenge; the bathroom was cramped, making getting ready a challenge; and to top it off, I could smell breakfast cooking in my room, half-way down the hall on the second floor at 6:30 in the morning. Oh, and if this weren\'t enough,when I tried to work out in the fitness closet, I was greeted by an overheated room, with no temperature controls, and outdated, hard-to-use equipment. It didn\'t help that the front desk seem disinterested, and not once greeted me when I walked in the door.\r\n\r\nI did not feel smarter by staying at the Holiday Inn. In fact, I felt taken. Their pricing for this location is on par with a hotel, not the motel they truly are.\r\n\r\nWhile I was staying at this hotel I kept thinking that the hotel manager and the front desk people had never spent a night at their own motel. Or perhaps they had, which is why they were rarely to be seen and seemed so unenthusiastic about their jobs. What I know for certain is that whoever does the marketing for Holiday Inn Express wants you to believe that this place is tops. But, you will only believe it if you have a positive customer experience. <strong>If you, like me, have a negative customer experience, not only will you scoff at the marketing, but you will likely become a vampire instead of brand ambassador. That is, you will take away customers rather than bring business.</strong>\r\n\r\nIf you want to have marketing communications that work LONG TERM, then you must learn about your customer\'s experiences with your product or service. You want to know the unvarnished truth. <strong>If the experience is consistently bad, you have to fix the experience, not the marketing. </strong>\r\n\r\n<strong>Ultimately, the most amazing communications/marketing campaign can\'t sell a bad product or service.</strong>','Do you know what your customer\'s experience is really like?','','publish','open','open','','do-you-know-what-your-customers-experience-is-really-like','','','2013-07-09 13:41:22','2013-07-09 13:41:22','',0,'http://deborahbrody.com/?p=2255',0,'post','',3),
(2256,4,'2013-07-09 13:39:30','2013-07-09 13:39:30','It\'s painfully obvious that in many companies, marketing is completely separate from customer service and on another planet from company operations. This is why we often see marketing communications that have nothing in common with the actual experience of using a product or service.\n\nI have written about this several times before, but <strong>as long as marketing is divorced from customer experience, companies will cultivate poor relationships with their customers</strong>.\n\nRecently, I stayed at a Holiday Inn Express. You know, where the marketing says that you will be smarter just by staying there. In reality, the walls were paper thin, making sleeping a challenge; the bathroom was cramped, making getting ready a challenge; and to top it off, I could smell breakfast cooking in my room, half-way down the hall on the second floor at 6:30 in the morning. Oh, and if this weren\'t enough,when I tried to work out in the fitness closet, I was greeted by an overheated room, with no temperature controls, and outdated, hard-to-use equipment. It didn\'t help that the front desk seem disinterested, and not once greeted me when I walked in the door.\n\nI did not feel smarter by staying at the Holiday Inn. In fact, I felt taken. Their pricing for this location is on par with a hotel, not the motel they truly are.\n\nWhile I was staying at this hotel I kept thinking that the hotel manager and the front desk people had never spent a night at their own motel. Or perhaps they had, which is why they were rarely to be seen and seemed so unenthusiastic about their jobs. What I know for certain is that whoever does the marketing for Holiday Inn Express wants you to believe that this place is tops. But, you will only believe it if you have a positive customer experience. <strong>If you, like me, have a negative customer experience, not only will you scoff at the marketing, but you will likely become a vampire instead of brand ambassador. That is, you will take away customers rather than bring business.</strong>\n\nIf you want to have marketing communications that work LONG TERM, then you must learn about your customer\'s experiences with your product or service. You want to know the unvarnished truth. <strong>If the experience is consistently bad, you have to fix the experience, not the marketing. Ultimately, the most amazing communications/marketing campaign can\'t sell a bad product or service.</strong>','Do you know what your customer\'s experience is really like?','','inherit','open','open','','2255-revision','','','2013-07-09 13:39:30','2013-07-09 13:39:30','',2255,'http://deborahbrody.com/2013/07/2255-revision/',0,'revision','',0),
(2258,4,'2013-07-09 14:18:30','2013-07-09 14:18:30','Twitter is second only to Facebook in brand marketing (85% to Facebook\'s 91%, according to Social Media Examiner\'s <a href=\"http://www.socialmediaexaminer.com/SocialMediaMarketingIndustryReport2013.pdf\" target=\"_blank\">2013 Social Media Marketing Report</a>). It\'s safe to say that Twitter is part of most organizational social media strategies. Yet, many companies do not seem to understand how to use Twitter or how to use it to connect with their customers.\n\n[caption id=\"\" align=\"aligncenter\" width=\"450\"]<a title=\"FAIL stamp by hans.gerwitz, on Flickr\" href=\"http://www.flickr.com/photos/phobia/2308371224/\"><img alt=\"FAIL stamp\" src=\"http://farm3.staticflickr.com/2123/2308371224_60e0cda6e8.jpg\" width=\"450\" height=\"337\" /></a> FAIL stamp by Hans Gewirtz on Flickr. Read more here: http://hans.gerwitz.com/2011/03/07/fail-stamp.html[/caption]\n\nHow do companies #fail at Twitter?\n\n<strong>1. They fail to update their profile</strong>\n\nHave you ever gone to a Twitter profile and found a link to a blog that has not been updated since 2009? Or how about a company that does not list its current website? It takes minutes to update a Twitter profile. There is no excuse. And don\'t even get me started on those companies (and individuals) who are using the default Twitter egg as their profile pic...\n\n<strong>2. They fail to seize opportunities</strong>\n\nAs on most Sundays, yesterday I watched CBS Sunday Morning (some of the best morning TV out there). There were lots of great stories, including one about a Brooklyn pickle manufacturer. It was a  nice story,  and gave the company great publicity. CBS tweeted out a link to the video and mentioned the company\'s Twitter handle. I went to check it. The company never promoted its appearance on CBS and the only mention of it was the re-tweet of CBS\'s video link after the fact. That is a missed opportunity.\n\n<strong>3. They fail to use Twitter beyond self-promotion</strong>\n\nToo many companies think that Twitter is a one-way megaphone where they can trumpet their awards and recognitions or think of it as an easy to way to push out news releases and personnel announcements. While there is room for this type of promotion, if a company\'s stream is devoted solely to itself, it is not \"engaging\"with it\'s audience.\n\n<strong>4. They fail to understand how people expect companies to use Twitter</strong>\n\nRelated to the above, companies who use Twitter as a self-promotional news stream, don\'t understand people expect to be able to interact with them. Twitter is a social media network, and the word social is there first for a reason. Social has up-ended the way that companies must communicate with their audiences. Instead of one-way communication, social media has given companies a way of having two-way communications with their customers.\n\n<strong>5. They fail to understand that Twitter is real-time</strong>\n\nPerhaps waiting 24 hours to return a phone call or an email is standard business practice, but it won\'t fly on Twitter. When somebody is asking something on Twitter (or other social media networks), they are expecting a real-time answer, much the same as if they were having an in-person conversation. Answering a Twitter @ query hours or days later is ineffective and completely inappropriate to the medium.\n\n<strong>6. They fail to understand \"social shame\"</strong>\n\nCompanies who disregard/ignore/fail to check @ messages on Twitter are unaware of the concept of social shame. Like it or not, individuals turn to Twitter when they have a problem, figuring companies want to preserve their reputations and will respond or try to fix the problem. Many companies don\'t seem to understand the amplification involved in social media. If I complain about a company, my followers may see it but people who use Twitter\'s search function will also see it.\n\nWhat other company failures on Twitter have you seen? Please add your thoughts in the comments.\n\n<strong>UPDATE July 9, 2013</strong>\n\nFailure can include autotweeting replies. Seems that Bank of America has been doing that, quite inappropriately, according to <a href=\"http://consumerist.com/2013/07/08/proof-that-bank-of-americas-twitter-account-is-moderated-by-robots-or-morons-or-moronic-robots/\" target=\"_blank\">this story</a> on Consumerist.','How companies #fail at using Twitter','','inherit','open','open','','2242-autosave','','','2013-07-09 14:18:30','2013-07-09 14:18:30','',2242,'http://deborahbrody.com/2013/07/2242-autosave/',0,'revision','',0),
(2259,4,'2013-06-24 13:51:20','2013-06-24 13:51:20','Twitter is second only to Facebook in brand marketing (85% to Facebook\'s 91%, according to Social Media Examiner\'s <a href=\"http://www.socialmediaexaminer.com/SocialMediaMarketingIndustryReport2013.pdf\" target=\"_blank\">2013 Social Media Marketing Report</a>). It\'s safe to say that Twitter is part of most organizational social media strategies. Yet, many companies do not seem to understand how to use Twitter or how to use it to connect with their customers.\r\n\r\n[caption id=\"\" align=\"aligncenter\" width=\"450\"]<a title=\"FAIL stamp by hans.gerwitz, on Flickr\" href=\"http://www.flickr.com/photos/phobia/2308371224/\"><img alt=\"FAIL stamp\" src=\"http://farm3.staticflickr.com/2123/2308371224_60e0cda6e8.jpg\" width=\"450\" height=\"337\" /></a> FAIL stamp by Hans Gewirtz on Flickr. Read more here: http://hans.gerwitz.com/2011/03/07/fail-stamp.html[/caption]\r\n<p style=\"text-align: center;\"></p>\r\nHow do companies #fail at Twitter?\r\n\r\n<strong>1. They fail to update their profile</strong>\r\n\r\nHave you ever gone to a Twitter profile and found a link to a blog that has not been updated since 2009? Or how about a company that does not list its current website? It takes minutes to update a Twitter profile. There is no excuse. And don\'t even get me started on those companies (and individuals) who are using the default Twitter egg as their profile pic...\r\n\r\n<strong>2. They fail to seize opportunities</strong>\r\n\r\nAs on most Sundays, yesterday I watched CBS Sunday Morning (some of the best morning TV out there). There were lots of great stories, including one about a Brooklyn pickle manufacturer. It was a  nice story,  and gave the company great publicity. CBS tweeted out a link to the video and mentioned the company\'s Twitter handle. I went to check it. The company never promoted its appearance on CBS and the only mention of it was the re-tweet of CBS\'s video link after the fact. That is a missed opportunity.\r\n\r\n<strong>3. They fail to use Twitter beyond self-promotion</strong>\r\n\r\nToo many companies think that Twitter is a one-way megaphone where they can trumpet their awards and recognitions or think of it as an easy to way to push out news releases and personnel announcements. While there is room for this type of promotion, if a company\'s stream is devoted solely to itself, it is not \"engaging\"with it\'s audience.\r\n\r\n<strong>4. They fail to understand how people expect companies to use Twitter</strong>\r\n\r\nRelated to the above, companies who use Twitter as a self-promotional news stream, don\'t understand people expect to be able to interact with them. Twitter is a social media network, and the word social is there first for a reason. Social has up-ended the way that companies must communicate with their audiences. Instead of one-way communication, social media has given companies a way of having two-way communications with their customers.\r\n\r\n<strong>5. They fail to understand that Twitter is real-time</strong>\r\n\r\nPerhaps waiting 24 hours to return a phone call or an email is standard business practice, but it won\'t fly on Twitter. When somebody is asking something on Twitter (or other social media networks), they are expecting a real-time answer, much the same as if they were having an in-person conversation. Answering a Twitter @ query hours or days later is ineffective and completely inappropriate to the medium.\r\n\r\n<strong>6. They fail to understand \"social shame\"</strong>\r\n\r\nCompanies who disregard/ignore/fail to check @ messages on Twitter are unaware of the concept of social shame. Like it or not, individuals turn to Twitter when they have a problem, figuring companies want to preserve their reputations and will respond or try to fix the problem. Many companies don\'t seem to understand the amplification involved in social media. If I complain about a company, my followers may see it but people who use Twitter\'s search function will also see it.\r\n\r\nWhat other company failures on Twitter have you seen? Please add your thoughts in the comments.\r\n\r\n&nbsp;','How companies #fail at using Twitter','','inherit','open','open','','2242-revision-3','','','2013-06-24 13:51:20','2013-06-24 13:51:20','',2242,'http://deborahbrody.com/2013/06/2242-revision-3/',0,'revision','',0),
(2261,4,'2013-07-11 13:04:38','2013-07-11 13:04:38','Many businesses use special offers to try to lure customers in or to retain existing customers. Whether it is a discount for new customers, a gift with purchase or buy-one-get-one free, special offers are all over. The question is are these offers working for the business AND are they working for the customer?\n\n[caption id=\"\" align=\"aligncenter\" width=\"500\"]<a title=\"SPECIAL by davecobb, on Flickr\" href=\"http://www.flickr.com/photos/davecobb/3080592338/\"><img alt=\"SPECIAL\" src=\"http://farm4.staticflickr.com/3209/3080592338_2f587803aa.jpg\" width=\"500\" height=\"375\" /></a> Special by Dave Cobb on Flickr[/caption]\n<p style=\"text-align: center;\"></p>\nI have been going to a massage clinic for a while, and through the years, its rates have climbed steadily, which makes it harder to get massages regularly. The clinic started offering a deal to holders of a local rewards card, which you buy for $25 and which provides a variety of discounts with local businesses. The deal was that you would get a 75-minute massage for the price of a 60-minute massage, or 15 minutes free. There is very little cost to the clinic for this deal, and the value is only about $15.\n\nSince I was booking a 60-minute massage anyway, why not get an extra 15 minutes, right? I  did so back in February, and then I booked it again for this week. Well, I got an email back from the massage therapist telling me the deal had expired and that she would be happy to give me a 75-minute massage for the regular price.  Needless to say, I was not happy. I wrote back that it was disappointing that they would have this offer on their website scheduler and then not honor it. Then, the clinic\'s owner wrote me to tell me that no, the offer hadn\'t expired, it simply was valid for a ONE-TIME USE, and since I had used it in February, I was no longer entitled to it. BUT, because I was a \"loyal\" customer, she would pay the massage therapist the difference (words designed to make me feel guilty...but that is a subject for another post).\n\nNowhere on the clinic\'s website does it say anything about the offer being a one-time deal. In fact, the only place referencing this is the website for the rewards card (in fairly small print). Nobody else on the rewards program has a one-time deal. It is all discounts for first time customers or ongoing discounts such as a 10% discount at a dry cleaner\'s and so forth.\n\nWhat we have here is a special offer that a) has no clear purpose and b) does not have clear (and common) rules for usage.  The result is little gain to the business and disappointment to the customer.\n\nWhen deciding on a special offer, businesses need to do a bit of strategic thinking and planning. Here are some guidelines before you issue any type of special offer.\n\n1) <strong>Have a clear marketing goal in mind.</strong> Are you training to attract new customers? Are you trying to build loyalty? What do you hope to accomplish with this offer?\n\n2)<strong> Have a real offer (with real value)</strong>.  A special offer should be special, that is, a customer should be getting something that he or she really wants and that incentivizes the customer with the goal in mind. That is, if you want a new customer, then make it worthwhile for a new customer to try your service or product (hint--10% off is usually not a great offer for first-time users).\n\n3) <strong>Have clear rules</strong> that are communicated to the customer BEFORE he/she attempts to use your special offer.\n\n4) <strong>Be prepared to honor your special offer</strong>. When you don\'t honor an offer you risk alienating the customer.\n\n5) <strong>Have a way of tracking the offer.</strong> If your goal was to get new customers, how many came because the offer? Have regular customers been taking advantage of the offer and is it translating to an overall increase in sales?\n\n<strong>Whatever your special offer is, make sure it really is special, both for your business and for your customer.</strong>\n\n&nbsp;','About that special offer...just how special is it?','','inherit','open','open','','2260-revision','','','2013-07-11 13:04:38','2013-07-11 13:04:38','',2260,'http://deborahbrody.com/2013/07/2260-revision/',0,'revision','',0),
(2262,4,'2013-07-11 13:05:06','2013-07-11 13:05:06','Many businesses use special offers to try to lure customers in or to retain existing customers. Whether it is a discount for new customers, a gift with purchase or buy-one-get-one free, special offers are all over. The question is are these offers working for the business AND are they working for the customer?\r\n\r\n[caption id=\"\" align=\"aligncenter\" width=\"500\"]<a title=\"SPECIAL by davecobb, on Flickr\" href=\"http://www.flickr.com/photos/davecobb/3080592338/\"><img alt=\"SPECIAL\" src=\"http://farm4.staticflickr.com/3209/3080592338_2f587803aa.jpg\" width=\"500\" height=\"375\" /></a> Special by Dave Cobb on Flickr[/caption]\r\n<p style=\"text-align: center;\"></p>\r\nI have been going to a massage clinic for a while, and through the years, its rates have climbed steadily, which makes it harder to get massages regularly. The clinic started offering a deal to holders of a local rewards card, which you buy for $25 and which provides a variety of discounts with local businesses. The deal was that you would get a 75-minute massage for the price of a 60-minute massage, or 15 minutes free. There is very little cost to the clinic for this deal, and the value is only about $15.\r\n\r\nSince I was booking a 60-minute massage anyway, why not get an extra 15 minutes, right? I  did so back in February, and then I booked it again for this week. Well, I got an email back from the massage therapist telling me the deal had expired and that she would be happy to give me a 75-minute massage for the regular price.  Needless to say, I was not happy. I wrote back that it was disappointing that they would have this offer on their website scheduler and then not honor it. Then, the clinic\'s owner wrote me to tell me that no, the offer hadn\'t expired, it simply was valid for a ONE-TIME USE, and since I had used it in February, I was no longer entitled to it. BUT, because I was a \"loyal\" customer, she would pay the massage therapist the difference (words designed to make me feel guilty...but that is a subject for another post).\r\n\r\nNowhere on the clinic\'s website does it say anything about the offer being a one-time deal. In fact, the only place referencing this is the website for the rewards card (in fairly small print). Nobody else on the rewards program has a one-time deal. It is all discounts for first time customers or ongoing discounts such as a 10% discount at a dry cleaner\'s and so forth.\r\n\r\nWhat we have here is a special offer that a) has no clear purpose and b) does not have clear (and common) rules for usage.  The result is little gain to the business and disappointment to the customer.\r\n\r\nWhen deciding on a special offer, businesses need to do a bit of strategic thinking and planning. Here are some guidelines before you issue any type of special offer.\r\n\r\n1) <strong>Have a clear marketing goal in mind.</strong> Are you training to attract new customers? Are you trying to build loyalty? What do you hope to accomplish with this offer?\r\n\r\n2)<strong> Have a real offer (with real value)</strong>.  A special offer should be special, that is, a customer should be getting something that he or she really wants and that incentivizes the customer with the goal in mind. That is, if you want a new customer, then make it worthwhile for a new customer to try your service or product (hint--10% off is usually not a great offer for first-time users).\r\n\r\n3) <strong>Have clear rules</strong> that are communicated to the customer BEFORE he/she attempts to use your special offer.\r\n\r\n4) <strong>Be prepared to honor your special offer</strong>. When you don\'t honor an offer you risk alienating the customer.\r\n\r\n5) <strong>Have a way of tracking the offer.</strong> If your goal was to get new customers, how many came because the offer? Have regular customers been taking advantage of the offer and is it translating to an overall increase in sales?\r\n\r\n<strong>Whatever your special offer is, make sure it really is special, both for your business and for your customer.</strong>\r\n\r\n&nbsp;','About that special offer...just how special is it?','','inherit','open','open','','2260-revision-2','','','2013-07-11 13:05:06','2013-07-11 13:05:06','',2260,'http://deborahbrody.com/2013/07/2260-revision-2/',0,'revision','',0),
(2263,4,'2013-07-12 11:31:55','2013-07-12 11:31:55','Yesterday, while working out at the gym, I nearly fell off the treadmill when I spotted the following ad from Sephora in InStyle magazine:\r\n\r\n<a href=\"http://deborahbrody.com/wp-content/uploads/2013/07/Sephora-ad.pdf\">Sephora ad</a>\r\n\r\nAt first, I thought perhaps Sephora was engaging in a not-so-clever play on words, since the wait could be over for a weight-less product. But I see no evidence in the copy that Sephora is highlighting any weightlessness in this product. In fact, the sub-headline says: \"Finally, smoother, softer, satiny style in half the time.\" Clearly, the concept is about time, so the appropriate word would have been wait, not weight.\r\n\r\nIt is hard to believe that Sephora\'s ad people would have let this one go to print. Back when I was a print buyer in the 90s, we sent actual film to our magazines. A mistake in the film would be a major problem, and fixing it would involve high cost. Today, ad agencies send over PDF\'s, which are way easier to fix and re-send.\r\n\r\nSo next time you think you proofread your document and used spell-check to do so, I suggest you wait, and read it again.\r\n\r\nDo you think the headline is right? Let me know why.\r\n\r\n&nbsp;','Wait--why you can\'t rely on spell-check','','publish','open','open','','wait-why-you-cant-rely-on-spell-check','','','2013-07-12 11:35:06','2013-07-12 11:35:06','',0,'http://deborahbrody.com/?p=2263',0,'post','',0),
(2264,4,'2013-07-12 11:23:48','2013-07-12 11:23:48','','Sephora ad','','inherit','open','open','','sephora-ad','','','2013-07-12 11:23:48','2013-07-12 11:23:48','',2263,'http://deborahbrody.com/wp-content/uploads/2013/07/Sephora-ad.pdf',0,'attachment','application/pdf',0),
(2265,4,'2013-07-12 11:28:49','2013-07-12 11:28:49','Yesterday, while working out at the gym, I nearly fell off the treadmill when I spotted the following ad from Sephora:\n\n<a href=\"http://deborahbrody.com/wp-content/uploads/2013/07/Sephora-ad.pdf\">Sephora ad</a>\n\nAt first, I thought perhaps Sephora is doing a play on words, since the wait may be over for a weight-less product. But I see no evidence in the copy that Sephora is highlighting any \"weightlessness\" in this product. In fact, the sub-headline says: \"Finally, smoother, softer, satiny style in half the time.\" Clearly, the concept is about time, so the appropriate word would have been wait, not weight.\n\nIt is hard to believe that Sephora\'s ad people would have let this one go to print. Back when I was a media buyer in the 90s, we sent actual film to our magazines. A mistake in the film would be a major problem. Today, ad agencies send over PDF\'s, which are way easier to fix and re-send.\n\nSo next time you think you proof-read your document and used spell-check, I suggest you wait, and read it again.\n\n&nbsp;','Why you can\'t rely on spell-check','','inherit','open','open','','2263-revision','','','2013-07-12 11:28:49','2013-07-12 11:28:49','',2263,'http://deborahbrody.com/2013/07/2263-revision/',0,'revision','',0),
(2266,4,'2013-07-12 11:29:49','2013-07-12 11:29:49','Yesterday, while working out at the gym, I nearly fell off the treadmill when I spotted the following ad from Sephora in InStyle magazine:\n\n<a href=\"http://deborahbrody.com/wp-content/uploads/2013/07/Sephora-ad.pdf\">Sephora ad</a>\n\nAt first, I thought perhaps Sephora was engaging in not-so-clever a play on words, since the wait may be over for a weight-less product. But I see no evidence in the copy that Sephora is highlighting any \"weightlessness\" in this product. In fact, the sub-headline says: \"Finally, smoother, softer, satiny style in half the time.\" Clearly, the concept is about time, so the appropriate word would have been wait, not weight.\n\nIt is hard to believe that Sephora\'s ad people would have let this one go to print. Back when I was a media buyer in the 90s, we sent actual film to our magazines. A mistake in the film would be a major problem. Today, ad agencies send over PDF\'s, which are way easier to fix and re-send.\n\nSo next time you think you proof-read your document and used spell-check, I suggest you wait, and read it again.\n\n&nbsp;','Why you can\'t rely on spell-check','','inherit','open','open','','2263-revision-2','','','2013-07-12 11:29:49','2013-07-12 11:29:49','',2263,'http://deborahbrody.com/2013/07/2263-revision-2/',0,'revision','',0),
(2267,4,'2013-07-12 11:31:55','2013-07-12 11:31:55','Yesterday, while working out at the gym, I nearly fell off the treadmill when I spotted the following ad from Sephora in InStyle magazine:\r\n\r\n<a href=\"http://deborahbrody.com/wp-content/uploads/2013/07/Sephora-ad.pdf\">Sephora ad</a>\r\n\r\nAt first, I thought perhaps Sephora was engaging in not-so-clever a play on words, since the wait could be over for a weight-less product. But I see no evidence in the copy that Sephora is highlighting any weightlessness in this product. In fact, the sub-headline says: \"Finally, smoother, softer, satiny style in half the time.\" Clearly, the concept is about time, so the appropriate word would have been wait, not weight.\r\n\r\nIt is hard to believe that Sephora\'s ad people would have let this one go to print. Back when I was a print buyer in the 90s, we sent actual film to our magazines. A mistake in the film would be a major problem, and fixing it would involve high cost. Today, ad agencies send over PDF\'s, which are way easier to fix and re-send.\r\n\r\nSo next time you think you proofread your document and used spell-check to do so, I suggest you wait, and read it again.\r\n\r\nDo you think the headline is right? Let me know why.\r\n\r\n&nbsp;','Wait--why you can\'t rely on spell-check','','inherit','open','open','','2263-revision-3','','','2013-07-12 11:31:55','2013-07-12 11:31:55','',2263,'http://deborahbrody.com/2013/07/2263-revision-3/',0,'revision','',0),
(2268,4,'2013-07-12 11:36:11','2013-07-12 11:36:11','Yesterday, while working out at the gym, I nearly fell off the treadmill when I spotted the following ad from Sephora in InStyle magazine:\n\n<a href=\"http://deborahbrody.com/wp-content/uploads/2013/07/Sephora-ad.pdf\">Sephora ad</a>\n\nAt first, I thought perhaps Sephora was engaging in a not-so-clever play on words, since the wait could be over for a weight-less product. But I see no evidence in the copy that Sephora is highlighting any weightlessness in this product. In fact, the sub-headline says: \"Finally, smoother, softer, satiny style in half the time.\" Clearly, the concept is about time, so the appropriate word would have been wait, not weight.\n\nIt is hard to believe that Sephora\'s ad people would have let this one go to print. Back when I was a print buyer in the 90s, we sent actual film to our magazines. A mistake in the film would be a major problem, and fixing it would involve high cost. Today, ad agencies send over PDF\'s, which are way easier to fix and re-send.\n\nSo next time you think you proofread your document and used spell-check to do so, I suggest you wait, and read it again.\n\nDo you think the headline is right? Let me know why.\n\n&nbsp;','Wait--why you can\'t rely on spell-check','','inherit','open','open','','2263-autosave','','','2013-07-12 11:36:11','2013-07-12 11:36:11','',2263,'http://deborahbrody.com/2013/07/2263-autosave/',0,'revision','',0),
(2270,4,'2013-07-15 12:48:27','2013-07-15 12:48:27','I just got an email from LinkedIn telling me Tom and Sue (not their real names) have endorsed me. The thing is the endorsement from Sue is worth something. She\'s someone I respect and whom I have known for several years now. Her endorsement is real while Tom\'s is not. I have never known Tom in a professional capacity or worked with him. I know him from school and he is endorsing me for things that are not even on my profile. This leads me to my top three most annoying LinkedIn behaviors.\r\n\r\n<strong>#3: Fake endorsements</strong>\r\n\r\nI am really not sure why people do this. Do they want a fake endorsement in return? Is it fun to play with LinkedIn? What is it?\r\n\r\n[caption id=\"\" align=\"aligncenter\" width=\"500\"]<a title=\"16/50 - grr!! :( by THEMACGIRL*, on Flickr\" href=\"http://www.flickr.com/photos/underneath/3834753545/\"><img alt=\"16/50 - grr!! :(\" src=\"http://farm3.staticflickr.com/2538/3834753545_2893b72fd2.jpg\" width=\"500\" height=\"276\" /></a> 16/50 -grr!! by THEMACGIRL on Flickr[/caption]\r\n<p style=\"text-align: center;\"></p>\r\n<strong>#2: Posting too much and about non-business topics</strong>\r\n\r\nYes, I guess this could be two behaviors, but in my experience they go hand-in-hand. People who post too much are also posting about extraneous stuff.   Remember that you want to showcase what you  do, and unless you are a veterinarian, that stuff about how kittens need extra blankets in the winter is great for Facebook but has no place on LinkedIn.\r\n\r\n<strong>#1: Sending generic LinkedIn invitations</strong> (perennial \"winner\")\r\n\r\nStop doing this. I don\'t understand why people you don\'t know in person, who feel they would like to connect with you , can\'t seem to scare up a couple of lines to provide some context, some reason, or some personality.\r\n\r\nWhat annoys you on LinkedIn? Yes, you can vent right here!','Top 3 most annoying LinkedIn behaviors','','publish','open','open','','top-5-most-annoying-linkedin-behaviors','','','2013-07-15 12:48:27','2013-07-15 12:48:27','',0,'http://deborahbrody.com/?p=2270',0,'post','',9),
(2271,4,'2013-07-15 12:47:14','2013-07-15 12:47:14','I just got an email from LinkedIn telling me Tom and Sue (not their real names) have endorsed me. The thing is the endorsement from Sue is worth something. She\'s someone I respect and whom I have known for several years now. Her endorsement is real while Tom\'s is not. I have never known Tom in a professional capacity or worked with him. I know him from school and he is endorsing me for things that are not even on my profile. This leads me to my top three most annoying LinkedIn behaviors.\n\n<strong>#3: Fake endorsements</strong>\n\nI am really not sure why people do this. Do they want a fake endorsement in return? Is it fun to play with LinkedIn? What is it?\n\n[caption id=\"\" align=\"aligncenter\" width=\"500\"]<a title=\"16/50 - grr!! :( by THEMACGIRL*, on Flickr\" href=\"http://www.flickr.com/photos/underneath/3834753545/\"><img alt=\"16/50 - grr!! :(\" src=\"http://farm3.staticflickr.com/2538/3834753545_2893b72fd2.jpg\" width=\"500\" height=\"276\" /></a> 16/50 -grr!! by THEMACGIRL on Flickr[/caption]\n<p style=\"text-align: center;\"></p>\n<strong>#2: Posting too much and about non-business topics</strong>\n\nYes, I guess this could be two behaviors, but in my experience they go hand-in-hand. People who post too much are also posting about extraneous stuff.   Remember that you want to showcase what you  do, and unless you are a veterinarian, that stuff about how kittens need extra blankets in the winter is great for Facebook but has no place on LinkedIn.\n\n<strong>#1: Sending generic LinkedIn invitations</strong> (perennial \"winner\")\n\nStop doing this. I don\'t understand why people you don\'t know in person, who feel they would like to connect with you , can\'t seem to scare up a couple of lines to provide some context, some reason, or some personality.\n\nWhat annoys you on LinkedIn? Yes, you can vent right here!','Top 3 most annoying LinkedIn behaviors','','inherit','open','open','','2270-revision','','','2013-07-15 12:47:14','2013-07-15 12:47:14','',2270,'http://deborahbrody.com/2013/07/2270-revision/',0,'revision','',0),
(2272,4,'2013-07-15 12:47:16','2013-07-15 12:47:16','I just got an email from LinkedIn telling me Tom and Sue (not their real names) have endorsed me. The thing is the endorsement from Sue is worth something. She\'s someone I respect and whom I have known for several years now. Her endorsement is real while Tom\'s is not. I have never known Tom in a professional capacity or worked with him. I know him from school and he is endorsing me for things that are not even on my profile. This leads me to my top three most annoying LinkedIn behaviors.\r\n\r\n<strong>#3: Fake endorsements</strong>\r\n\r\nI am really not sure why people do this. Do they want a fake endorsement in return? Is it fun to play with LinkedIn? What is it?\r\n\r\n[caption id=\"\" align=\"aligncenter\" width=\"500\"]<a title=\"16/50 - grr!! :( by THEMACGIRL*, on Flickr\" href=\"http://www.flickr.com/photos/underneath/3834753545/\"><img alt=\"16/50 - grr!! :(\" src=\"http://farm3.staticflickr.com/2538/3834753545_2893b72fd2.jpg\" width=\"500\" height=\"276\" /></a> 16/50 -grr!! by THEMACGIRL on Flickr[/caption]\r\n<p style=\"text-align: center;\"></p>\r\n<strong>#2: Posting too much and about non-business topics</strong>\r\n\r\nYes, I guess this could be two behaviors, but in my experience they go hand-in-hand. People who post too much are also posting about extraneous stuff.   Remember that you want to showcase what you  do, and unless you are a veterinarian, that stuff about how kittens need extra blankets in the winter is great for Facebook but has no place on LinkedIn.\r\n\r\n<strong>#1: Sending generic LinkedIn invitations</strong> (perennial \"winner\")\r\n\r\nStop doing this. I don\'t understand why people you don\'t know in person, who feel they would like to connect with you , can\'t seem to scare up a couple of lines to provide some context, some reason, or some personality.\r\n\r\nWhat annoys you on LinkedIn? Yes, you can vent right here!','Top 3 most annoying LinkedIn behaviors','','inherit','open','open','','2270-revision-2','','','2013-07-15 12:47:16','2013-07-15 12:47:16','',2270,'http://deborahbrody.com/2013/07/2270-revision-2/',0,'revision','',0),
(2274,4,'2013-07-17 17:23:42','2013-07-17 17:23:42','Have you heard about <a href=\"https://www.uber.com/#\" target=\"_blank\">Uber</a>? Basically, it\'s an on-demand a car service that you \"hail\" via app, web or text message.  The service is available in major cities in the US, including San Francisco, Boston, New York and Washington, DC, some European capitals and a few cities in Asia, including Singapore.\r\n\r\nI started hearing about Uber on Twitter, but had never experienced it personally until recently. My friend <a href=\"http://barbjump.com/\" target=\"_blank\">Barb Jump</a>  had invited me to join her at the Kennedy Center.  After the performance, <em>in the elevator</em>, Barb said she would get a car service to pick us up.\r\n\r\nBarb texted Uber, Uber sent back a confirmation, and nine minutes later, Kareem (the driver) was pulling up to pick up in a town car, complete with bottled water, tissues and mints.  Apparently nine minutes is a long wait time, because Barb says they are usually there in about four minutes, which if you live in Washington, means it is much quicker than waiting for the Metro.\r\n\r\nWhat turned Barb on to Uber were two basic issues: she doesn\'t carry cash and she doesn\'t feel safe hailing a cab at night as a woman alone in the city.  Uber solves these two issues. Since you must set up an account beforehand, the payment is charged to your credit card on file, thus there is no need for cash (or figuring out the tip, since there is no tipping). And, since you are directly ordering a car from Uber, you are not getting some random cabby. Uber also sends you the name of the driver and his/her picture so you know who to expect.\r\n\r\n<strong>Fill a need and differentiate from the competition</strong>\r\n\r\nUber is successful because it found some very specific needs that were not being met by traditional taxis or car services. As its website says quite succinctly, these three needs are: request from anywhere, ride with style and convenience, and hassle-free payment. These could also be called DIFFERENTIATORS. As a plus, for Barb (and for other women), these also translate to added safety.\r\n\r\nThe bottom line is that for a business to succeed it has to meet a need that is not being adequately met by others in the marketplace. And to be uber-successful (jeez, aren\'t I clever?) it has to meet those needs while differentiating itself from any competition.\r\n\r\n<strong>Fulfill your brand promise</strong>\r\n\r\nEverybody knows that saying something and doing it are two different things. If you do what you say you do, you are, in effect, fulfilling your brand promise. Uber\'s tagline is  Everyone\'s Private Driver.  I think Uber certainly lives up to that tagline\'s promise--anyone can set up account, \"hail\" an Uber from their smartphone (anywhere they may be) and get a driver whom they will recognize because Uber provides this information beforehand.\r\n\r\nHave you experienced Uber or other companies that are succeeding by differentiating well and living up to their promise?\r\n\r\n&nbsp;','Why Uber is successful ','','publish','open','open','','why-uber-is-successful','','','2013-07-17 19:14:58','2013-07-17 19:14:58','',0,'http://deborahbrody.com/?p=2274',0,'post','',0),
(2275,4,'2013-07-17 17:22:54','2013-07-17 17:22:54','Have you heard about Uber? Basically, it an on-demand a car service that you \"hail\" via app, web or text message.  The service is available in major cities in the US, including San Francisco, Boston, New York and Washington, DC, some European capitals and a few cities in Asia, including Singapore.\n\nI started hearing about Uber on Twitter, but had never experienced it personally until recently. My creative and witty friend <a href=\"http://barbjump.com/\" target=\"_blank\">Barb Jump</a> had invited me to join her at the Kennedy Center.  After the performance, <em>in the elevator</em>, Barb said she would get a car service to pick us up.\n\nBarb texted Uber, Uber sent back a confirmation, and nine minutes later, Kareem (the driver) was pulling up to pick up in a town car, complete with bottled water, tissues and mints.  Apparently nine minutes is a long wait time, because Barb says they are usually there in about four minutes, which if you live in Washington, means it is much quicker than waiting for the Metro.\n\nWhat turned Barb on to Uber were two basic issues: she doesn\'t carry cash and she doesn\'t feel safe hailing a cab at night as a woman alone in the city.  Uber solves these two issues. Since you must set up an account beforehand, the payment is charged to your credit card on file, thus there is no need for cash (or figuring out the tip, since there is no tipping). And, since you are directly ordering a car from Uber, you are not getting some random cabby. Uber also sends you the name of the driver and his/her picture so you know who to expect.\n\n<strong>Fill a need and differentiate from the competition</strong>\n\nUber is successful because it found some very specific needs that were not being met by traditional taxis or car services. As its website says quite succinctly, these three needs are: request from anywhere, ride with style and convenience, and hassle-free payment. These could also be called DIFFERENTIATORS. As a plus, for Barb (and for other women), these also translate to added safety.\n\nThe bottom line is that for a business to succeed it has to meet a need that is not being adequately met by others in the marketplace. And to be uber-successful (jeez, aren\'t I clever?) it has to meet those needs while differentiating itself from any competition.\n\n<strong>Fulfill your brand promise</strong>\n\nEverybody knows that saying something and doing it are two different things. If you do what you say you do, you are, in effect, fulfilling your brand promise. Uber\'s tagline is  Everyone\'s Private Driver.  I think Uber certainly lives up to that tagline\'s promise--anyone can set up account, \"hail\" an Uber from their smartphone (anywhere they may be) and get a driver whom they will recognize because Uber provides this information beforehand.\n\nHave you experienced Uber or other companies that are succeeding by differentiating well and living up to their promise?\n\n&nbsp;','Why Uber is successful ','','inherit','open','open','','2274-revision','','','2013-07-17 17:22:54','2013-07-17 17:22:54','',2274,'http://deborahbrody.com/2013/07/2274-revision/',0,'revision','',0),
(2276,4,'2013-07-17 17:23:42','2013-07-17 17:23:42','Have you heard about Uber? Basically, it an on-demand a car service that you \"hail\" via app, web or text message.  The service is available in major cities in the US, including San Francisco, Boston, New York and Washington, DC, some European capitals and a few cities in Asia, including Singapore.\r\n\r\nI started hearing about Uber on Twitter, but had never experienced it personally until recently. My creative and witty friend <a href=\"http://barbjump.com/\" target=\"_blank\">Barb Jump</a> (self-description, but one I endorse) had invited me to join her at the Kennedy Center.  After the performance, <em>in the elevator</em>, Barb said she would get a car service to pick us up.\r\n\r\nBarb texted Uber, Uber sent back a confirmation, and nine minutes later, Kareem (the driver) was pulling up to pick up in a town car, complete with bottled water, tissues and mints.  Apparently nine minutes is a long wait time, because Barb says they are usually there in about four minutes, which if you live in Washington, means it is much quicker than waiting for the Metro.\r\n\r\nWhat turned Barb on to Uber were two basic issues: she doesn\'t carry cash and she doesn\'t feel safe hailing a cab at night as a woman alone in the city.  Uber solves these two issues. Since you must set up an account beforehand, the payment is charged to your credit card on file, thus there is no need for cash (or figuring out the tip, since there is no tipping). And, since you are directly ordering a car from Uber, you are not getting some random cabby. Uber also sends you the name of the driver and his/her picture so you know who to expect.\r\n\r\n<strong>Fill a need and differentiate from the competition</strong>\r\n\r\nUber is successful because it found some very specific needs that were not being met by traditional taxis or car services. As its website says quite succinctly, these three needs are: request from anywhere, ride with style and convenience, and hassle-free payment. These could also be called DIFFERENTIATORS. As a plus, for Barb (and for other women), these also translate to added safety.\r\n\r\nThe bottom line is that for a business to succeed it has to meet a need that is not being adequately met by others in the marketplace. And to be uber-successful (jeez, aren\'t I clever?) it has to meet those needs while differentiating itself from any competition.\r\n\r\n<strong>Fulfill your brand promise</strong>\r\n\r\nEverybody knows that saying something and doing it are two different things. If you do what you say you do, you are, in effect, fulfilling your brand promise. Uber\'s tagline is  Everyone\'s Private Driver.  I think Uber certainly lives up to that tagline\'s promise--anyone can set up account, \"hail\" an Uber from their smartphone (anywhere they may be) and get a driver whom they will recognize because Uber provides this information beforehand.\r\n\r\nHave you experienced Uber or other companies that are succeeding by differentiating well and living up to their promise?\r\n\r\n&nbsp;','Why Uber is successful ','','inherit','open','open','','2274-revision-2','','','2013-07-17 17:23:42','2013-07-17 17:23:42','',2274,'http://deborahbrody.com/2013/07/2274-revision-2/',0,'revision','',0),
(2277,4,'2013-07-17 17:25:05','2013-07-17 17:25:05','Have you heard about <a href=\"https://www.uber.com/#\" target=\"_blank\">Uber</a>? Basically, it an on-demand a car service that you \"hail\" via app, web or text message.  The service is available in major cities in the US, including San Francisco, Boston, New York and Washington, DC, some European capitals and a few cities in Asia, including Singapore.\r\n\r\nI started hearing about Uber on Twitter, but had never experienced it personally until recently. My creative and witty friend <a href=\"http://barbjump.com/\" target=\"_blank\">Barb Jump</a> (self-description, but one I endorse) had invited me to join her at the Kennedy Center.  After the performance, <em>in the elevator</em>, Barb said she would get a car service to pick us up.\r\n\r\nBarb texted Uber, Uber sent back a confirmation, and nine minutes later, Kareem (the driver) was pulling up to pick up in a town car, complete with bottled water, tissues and mints.  Apparently nine minutes is a long wait time, because Barb says they are usually there in about four minutes, which if you live in Washington, means it is much quicker than waiting for the Metro.\r\n\r\nWhat turned Barb on to Uber were two basic issues: she doesn\'t carry cash and she doesn\'t feel safe hailing a cab at night as a woman alone in the city.  Uber solves these two issues. Since you must set up an account beforehand, the payment is charged to your credit card on file, thus there is no need for cash (or figuring out the tip, since there is no tipping). And, since you are directly ordering a car from Uber, you are not getting some random cabby. Uber also sends you the name of the driver and his/her picture so you know who to expect.\r\n\r\n<strong>Fill a need and differentiate from the competition</strong>\r\n\r\nUber is successful because it found some very specific needs that were not being met by traditional taxis or car services. As its website says quite succinctly, these three needs are: request from anywhere, ride with style and convenience, and hassle-free payment. These could also be called DIFFERENTIATORS. As a plus, for Barb (and for other women), these also translate to added safety.\r\n\r\nThe bottom line is that for a business to succeed it has to meet a need that is not being adequately met by others in the marketplace. And to be uber-successful (jeez, aren\'t I clever?) it has to meet those needs while differentiating itself from any competition.\r\n\r\n<strong>Fulfill your brand promise</strong>\r\n\r\nEverybody knows that saying something and doing it are two different things. If you do what you say you do, you are, in effect, fulfilling your brand promise. Uber\'s tagline is  Everyone\'s Private Driver.  I think Uber certainly lives up to that tagline\'s promise--anyone can set up account, \"hail\" an Uber from their smartphone (anywhere they may be) and get a driver whom they will recognize because Uber provides this information beforehand.\r\n\r\nHave you experienced Uber or other companies that are succeeding by differentiating well and living up to their promise?\r\n\r\n&nbsp;','Why Uber is successful ','','inherit','open','open','','2274-revision-3','','','2013-07-17 17:25:05','2013-07-17 17:25:05','',2274,'http://deborahbrody.com/2013/07/2274-revision-3/',0,'revision','',0),
(2278,4,'2013-07-17 19:16:03','2013-07-17 19:16:03','Have you heard about <a href=\"https://www.uber.com/#\" target=\"_blank\">Uber</a>? Basically, it\'s an on-demand a car service that you \"hail\" via app, web or text message.  The service is available in major cities in the US, including San Francisco, Boston, New York and Washington, DC, some European capitals and a few cities in Asia, including Singapore.\n\nI started hearing about Uber on Twitter, but had never experienced it personally until recently. My friend <a href=\"http://barbjump.com/\" target=\"_blank\">Barb Jump</a>  had invited me to join her at the Kennedy Center.  After the performance, <em>in the elevator</em>, Barb said she would get a car service to pick us up.\n\nBarb texted Uber, Uber sent back a confirmation, and nine minutes later, Kareem (the driver) was pulling up to pick up in a town car, complete with bottled water, tissues and mints.  Apparently nine minutes is a long wait time, because Barb says they are usually there in about four minutes, which if you live in Washington, means it is much quicker than waiting for the Metro.\n\nWhat turned Barb on to Uber were two basic issues: she doesn\'t carry cash and she doesn\'t feel safe hailing a cab at night as a woman alone in the city.  Uber solves these two issues. Since you must set up an account beforehand, the payment is charged to your credit card on file, thus there is no need for cash (or figuring out the tip, since there is no tipping). And, since you are directly ordering a car from Uber, you are not getting some random cabby. Uber also sends you the name of the driver and his/her picture so you know who to expect.\n\n<strong>Fill a need and differentiate from the competition</strong>\n\nUber is successful because it found some very specific needs that were not being met by traditional taxis or car services. As its website says quite succinctly, these three needs are: request from anywhere, ride with style and convenience, and hassle-free payment. These could also be called DIFFERENTIATORS. As a plus, for Barb (and for other women), these also translate to added safety.\n\nThe bottom line is that for a business to succeed it has to meet a need that is not being adequately met by others in the marketplace. And to be uber-successful (jeez, aren\'t I clever?) it has to meet those needs while differentiating itself from any competition.\n\n<strong>Fulfill your brand promise</strong>\n\nEverybody knows that saying something and doing it are two different things. If you do what you say you do, you are, in effect, fulfilling your brand promise. Uber\'s tagline is  Everyone\'s Private Driver.  I think Uber certainly lives up to that tagline\'s promise--anyone can set up account, \"hail\" an Uber from their smartphone (anywhere they may be) and get a driver whom they will recognize because Uber provides this information beforehand.\n\nHave you experienced Uber or other companies that are succeeding by differentiating well and living up to their promise?\n\n&nbsp;','Why Uber is successful ','','inherit','open','open','','2274-autosave','','','2013-07-17 19:16:03','2013-07-17 19:16:03','',2274,'http://deborahbrody.com/2013/07/2274-autosave/',0,'revision','',0),
(2279,4,'2013-07-17 18:36:05','2013-07-17 18:36:05','Have you heard about <a href=\"https://www.uber.com/#\" target=\"_blank\">Uber</a>? Basically, it\'s an on-demand a car service that you \"hail\" via app, web or text message.  The service is available in major cities in the US, including San Francisco, Boston, New York and Washington, DC, some European capitals and a few cities in Asia, including Singapore.\r\n\r\nI started hearing about Uber on Twitter, but had never experienced it personally until recently. My creative and witty friend <a href=\"http://barbjump.com/\" target=\"_blank\">Barb Jump</a> (self-description, but one I endorse) had invited me to join her at the Kennedy Center.  After the performance, <em>in the elevator</em>, Barb said she would get a car service to pick us up.\r\n\r\nBarb texted Uber, Uber sent back a confirmation, and nine minutes later, Kareem (the driver) was pulling up to pick up in a town car, complete with bottled water, tissues and mints.  Apparently nine minutes is a long wait time, because Barb says they are usually there in about four minutes, which if you live in Washington, means it is much quicker than waiting for the Metro.\r\n\r\nWhat turned Barb on to Uber were two basic issues: she doesn\'t carry cash and she doesn\'t feel safe hailing a cab at night as a woman alone in the city.  Uber solves these two issues. Since you must set up an account beforehand, the payment is charged to your credit card on file, thus there is no need for cash (or figuring out the tip, since there is no tipping). And, since you are directly ordering a car from Uber, you are not getting some random cabby. Uber also sends you the name of the driver and his/her picture so you know who to expect.\r\n\r\n<strong>Fill a need and differentiate from the competition</strong>\r\n\r\nUber is successful because it found some very specific needs that were not being met by traditional taxis or car services. As its website says quite succinctly, these three needs are: request from anywhere, ride with style and convenience, and hassle-free payment. These could also be called DIFFERENTIATORS. As a plus, for Barb (and for other women), these also translate to added safety.\r\n\r\nThe bottom line is that for a business to succeed it has to meet a need that is not being adequately met by others in the marketplace. And to be uber-successful (jeez, aren\'t I clever?) it has to meet those needs while differentiating itself from any competition.\r\n\r\n<strong>Fulfill your brand promise</strong>\r\n\r\nEverybody knows that saying something and doing it are two different things. If you do what you say you do, you are, in effect, fulfilling your brand promise. Uber\'s tagline is  Everyone\'s Private Driver.  I think Uber certainly lives up to that tagline\'s promise--anyone can set up account, \"hail\" an Uber from their smartphone (anywhere they may be) and get a driver whom they will recognize because Uber provides this information beforehand.\r\n\r\nHave you experienced Uber or other companies that are succeeding by differentiating well and living up to their promise?\r\n\r\n&nbsp;','Why Uber is successful ','','inherit','open','open','','2274-revision-4','','','2013-07-17 18:36:05','2013-07-17 18:36:05','',2274,'http://deborahbrody.com/2013/07/2274-revision-4/',0,'revision','',0),
(2280,4,'2013-07-17 19:02:51','2013-07-17 19:02:51','Have you heard about <a href=\"https://www.uber.com/#\" target=\"_blank\">Uber</a>? Basically, it\'s an on-demand a car service that you \"hail\" via app, web or text message.  The service is available in major cities in the US, including San Francisco, Boston, New York and Washington, DC, some European capitals and a few cities in Asia, including Singapore.\r\n\r\nI started hearing about Uber on Twitter, but had never experienced it personally until recently. My creative and witty friend <a href=\"http://barbjump.com/\" target=\"_blank\">Barb Jump</a> (self-description, but one I endorse) had invited me to join her at the Kennedy Center.  After the performance, <em>in the elevator</em>, Barb said she would get a car service to pick us up.\r\n\r\nBarb texted Uber, Uber sent back a confirmation, and nine minutes later, Kareem (the driver) was pulling up to pick up in a town car, complete with bottled water, tissues and mints.  Apparently nine minutes is a long wait time, because Barb says they are usually there in about four minutes, which if you live in Washington, means it is much quicker than waiting for the Metro.\r\n\r\nWhat turned Barb on to Uber were two basic issues: she doesn\'t carry cash and she doesn\'t feel safe hailing a cab at night as a woman alone in the city.  Uber solves these two issues. Since you must set up an account beforehand, the payment is charged to your credit card on file, thus there is no need for cash (or figuring out the tip, since there is no tipping). And, since you are directly ordering a car from Uber, you are not getting some random cabby. Uber also sends you the name of the driver and his/her picture so you know who to expect.\r\n\r\n<strong>Fill a need and differentiate from the competition</strong>\r\n\r\nUber is successful because it found some very specific needs that were not being met by traditional taxis or car services. As its website says quite succinctly, these three needs are: request from anywhere, ride with style and convenience, and hassle-free payment. These could also be called DIFFERENTIATORS. As a plus, for Barb (and for other women), these also translate to added safety.\r\n\r\nThe bottom line is that for a business to succeed it has to meet a need that is not being adequately met by others in the marketplace. And to be uber-successful (jeez, aren\'t I clever?) it has to meet those needs while differentiating itself from any competition.\r\n\r\n<strong>Fulfill your brand promise</strong>\r\n\r\nEverybody knows that saying something and doing it are two different things. If you do what you say you do, you are, in effect, fulfilling your brand promise. Uber\'s tagline is  Everyone\'s Private Driver.  I think Uber certainly lives up to that tagline\'s promise--anyone can set up account, \"hail\" an Uber from their smartphone (anywhere they may be) and get a driver whom they will recognize because Uber provides this information beforehand.\r\n\r\nHave you experienced Uber or other companies that are succeeding by differentiating well and living up to their promise?\r\n\r\n&nbsp;','Why Uber is successful ','','inherit','open','open','','2274-revision-5','','','2013-07-17 19:02:51','2013-07-17 19:02:51','',2274,'http://deborahbrody.com/2013/07/2274-revision-5/',0,'revision','',0),
(2281,4,'2013-07-17 19:03:00','2013-07-17 19:03:00','Have you heard about <a href=\"https://www.uber.com/#\" target=\"_blank\">Uber</a>? Basically, it\'s an on-demand a car service that you \"hail\" via app, web or text message.  The service is available in major cities in the US, including San Francisco, Boston, New York and Washington, DC, some European capitals and a few cities in Asia, including Singapore.\r\n\r\nI started hearing about Uber on Twitter, but had never experienced it personally until recently. My creative and witty friend <a href=\"http://barbjump.com/\" target=\"_blank\">Barb Jump</a> (self-description, but one I endorse) had invited me to join her at the Kennedy Center.  After the performance, <em>in the elevator</em>, Barb said she would get a car service to pick us up.\r\n\r\nBarb texted Uber, Uber sent back a confirmation, and nine minutes later, Kareem (the driver) was pulling up to pick up in a town car, complete with bottled water, tissues and mints.  Apparently nine minutes is a long wait time, because Barb says they are usually there in about four minutes, which if you live in Washington, means it is much quicker than waiting for the Metro.\r\n\r\nWhat turned Barb on to Uber were two basic issues: she doesn\'t carry cash and she doesn\'t feel safe hailing a cab at night as a woman alone in the city.  Uber solves these two issues. Since you must set up an account beforehand, the payment is charged to your credit card on file, thus there is no need for cash (or figuring out the tip, since there is no tipping). And, since you are directly ordering a car from Uber, you are not getting some random cabby. Uber also sends you the name of the driver and his/her picture so you know who to expect.\r\n\r\n<strong>Fill a need and differentiate from the competition</strong>\r\n\r\nUber is successful because it found some very specific needs that were not being met by traditional taxis or car services. As its website says quite succinctly, these three needs are: request from anywhere, ride with style and convenience, and hassle-free payment. These could also be called DIFFERENTIATORS. As a plus, for Barb (and for other women), these also translate to added safety.\r\n\r\nThe bottom line is that for a business to succeed it has to meet a need that is not being adequately met by others in the marketplace. And to be uber-successful (jeez, aren\'t I clever?) it has to meet those needs while differentiating itself from any competition.\r\n\r\n<strong>Fulfill your brand promise</strong>\r\n\r\nEverybody knows that saying something and doing it are two different things. If you do what you say you do, you are, in effect, fulfilling your brand promise. Uber\'s tagline is  Everyone\'s Private Driver.  I think Uber certainly lives up to that tagline\'s promise--anyone can set up account, \"hail\" an Uber from their smartphone (anywhere they may be) and get a driver whom they will recognize because Uber provides this information beforehand.\r\n\r\nHave you experienced Uber or other companies that are succeeding by differentiating well and living up to their promise?\r\n\r\n&nbsp;','Why Uber is successful ','','inherit','open','open','','2274-revision-6','','','2013-07-17 19:03:00','2013-07-17 19:03:00','',2274,'http://deborahbrody.com/2013/07/2274-revision-6/',0,'revision','',0),
(2283,4,'2013-07-22 12:45:08','2013-07-22 12:45:08','A couple of weeks ago, I told you all about the awful experience that passes itself of as the Holiday Inn Express. One of the smaller things that was super annoying was the fact that in the (cramped) bathroom, there was no soap dish.  There was a stand cluttering the minimal counter space holding the usual hotel toiletries, including soap bars, but there was no place to put the soap once you opened the plastic wrapping.  The soap slid to the floor quite easily and often. Hard to wash your hand when you can\'t put the soap down when you are finished!\n\nJust a few weeks before my stay at the HIE, I stayed at a boutique inn in the same city. Among the many amenities was a soap dish in the bathroom. It was a nice touch. It showed the inn had considered the guest\'s needs (and that someone somewhere had actually used soap to wash their hands at some point, which apparently the managers at the HIE never had done).\n\nIt\'s simple: You have to consider people\'s needs and how they do things. Providing a great hotel experience OR effective communications/marketing (a good design, great copy)  DEPENDS on whether you are considering your end user (your guest, your target audience). How does a person use your product? What does the person need to complete a sale?\n\nIf you fail to think about how people actually use your product or service, then you will fail to serve their needs.\n\n&nbsp;\n\n&nbsp;','Where shall I put the soap?','','inherit','open','open','','2282-revision','','','2013-07-22 12:45:08','2013-07-22 12:45:08','',2282,'http://deborahbrody.com/2013/07/2282-revision/',0,'revision','',0),
(2284,4,'2013-07-22 12:51:24','2013-07-22 12:51:24','A couple of weeks ago, I told you all about the awful experience that passes itself of as the Holiday Inn Express. One of the smaller things that was super annoying was the fact that in the (cramped) bathroom, there was no soap dish.  There was a stand cluttering the minimal counter space holding the usual hotel toiletries, including soap bars, but there was no place to put the soap once you opened the plastic wrapping.  The soap slid to the floor quite easily and often. Hard to wash your hand when you can\'t put the soap down when you are finished!\n\nJust a few weeks before my stay at the HIE, I stayed at a boutique inn in the same city. Among the many amenities was a soap dish in the bathroom. It was a nice touch. It showed the inn had considered the guest\'s needs (and that someone somewhere had actually used soap to wash their hands at some point, which apparently the managers at the HIE never had done).\n\nIt\'s simple: You have to consider people\'s needs and how they do things. Providing a great hotel experience OR effective communications/marketing (a good design, great copy)  DEPENDS on whether you are considering your end user (your guest, your target audience). How does a person use your product? What does the person need to complete a sale?\n\nIf you fail to think about how people actually use your product or service, then you will fail to serve their needs.\n\n&nbsp;\n\n&nbsp;','Where shall I put the soap?','','inherit','open','open','','2282-revision-2','','','2013-07-22 12:51:24','2013-07-22 12:51:24','',2282,'http://deborahbrody.com/2013/07/2282-revision-2/',0,'revision','',0),
(2286,4,'2013-07-23 19:51:44','0000-00-00 00:00:00','If you have ever hired any type of contractor to do work in your home, you know there is a wide range of service providers out there. Perhaps some were highly recommended, or the pricing was right, or you had a very specific type of work to be done.\n\nRecently, I had to find an electrician to fix my broken attic fan. I called five different companies. I found three of them on the web (doing a search for electrician Rockville). I got one name from a friend and the other name from a store that sold lighting fixtures.\n\nThe first one quoted a rather high price, but was available pretty quickly and said it had gotten high marks on Angie\'s List. The second also quoted a high price, but specified what type of fan would be installed and asked questions about the height of the ceiling. The third quoted a lower price, and had good recommendations on Google. The fourth was pretty expensive, asked specific questions and was too busy to do anything for a couple of weeks. The last one was personally recommended, but seemed unable or uninterested in providing an estimate over the phone.\n\nI eliminated the last one because he clearly wasn\'t interested in the work. I eliminated the fourth one because he wasn\'t available for quite a while. I eliminated the first one because he did not ask questions and his quote was by far the highest. It was between the second and third quotes, and I ended up with the third because they had given me a range (meaning that they would base the final price on what actually needed to be done).\n\nWhen the electrician showed up, he didn\'t introduce himself. He did not give me a card. He did do the job requested at a reasonable price, and very quickly.  I thought that the company that sent him needs to learn a few things about marketing.\n\nHere are few lessons to be drawn.\n\n1.  Having a findable website with the right information is crucial.\n\n2. The person who answers the phone makes or breaks the sale. The more informed and pleasant that person is, the easier it will be to close the deal.\n\n3. Give your service providers some guidelines and information. Have them introduce themselves. Make sure they know about any service warranties and other procedures.\n\n4. Make sure the service provider gives a business card or brochure along with the invoice.\n\n5. Follow up! Very few, if any, contractors follow up to make sure the work is satisfactory to you. It\'s a missed opportunity to get testimonials and to build goodwill.\n\n&nbsp;','Marketing lessons for and from contractors','','draft','open','open','','','','','2013-07-23 19:51:44','2013-07-23 19:51:44','',0,'http://deborahbrody.com/?p=2286',0,'post','',0),
(2287,4,'2013-07-23 19:11:07','2013-07-23 19:11:07','If you have ever hired any type of contractor to do work in your home, you know there is a wide range of service providers out there. Perhaps some were highly recommended, or the pricing was right, or you had a very specific type of work to be done.\n\nRecently, I had to find an electrician to fix my broken attic fan. I called five different companies. I found three of them on the web (doing a search for electrician Rockville). I got one name from a friend and the other name from a store that sold lighting fixtures.\n\nThe first one quoted a rather high price, but was available pretty quickly and said it had gotten high marks on Angie\'s List. The second also quoted a high price, but specified what type of fan would be installed and asked questions about the height of the ceiling. The third quoted a lower price, and had good recommendations on Google. The fourth was pretty expensive, asked specific questions and was too busy to do anything for a couple of weeks. The last one was personally recommended, but seemed unable or uninterested in providing an estimate over the phone.\n\nI eliminated the last one because he clearly wasn\'t interested in the work. I eliminated the fourth one because he wasn\'t available for quite a while. I eliminated the first one because he did not ask questions and his quote was by far the highest. It was between the second and third quotes, and I ended up with the third because they had given me a range (meaning that they would base the final price on what actually needed to be done).\n\nWhen the electrician showed up, he didn\'t introduce himself. He did not give me a card. He did do the job requested at a reasonable price, and very quickly.  I thought that the company that sent him needs to learn a few things about marketing.\n\nHere are few lessons to be drawn.\n\n1.  Having a findable website with the right information is crucial.\n\n2. The person who answers the phone makes or breaks the sale. The more informed and pleasant that person is, the easier it will be to close the deal.\n\n3. Give your service providers some guidelines and information. Have them introduce themselves. Make sure they know about any service warranties and other procedures.\n\n4. Make sure the service provider gives a business card or brochure along with the invoice.\n\n5. Follow up! Very few, if any, contractors follow up to make sure the work is satisfactory to you. It\'s a missed opportunity to get testimonials and to build goodwill.\n\n&nbsp;','Marketing lessons for and from contractors','','inherit','open','open','','2286-revision','','','2013-07-23 19:11:07','2013-07-23 19:11:07','',2286,'http://deborahbrody.com/2013/07/2286-revision/',0,'revision','',0),
(2288,4,'2013-07-23 19:16:02','2013-07-23 19:16:02','If you have ever hired any type of contractor to do work in your home, you know there is a wide range of service providers out there. Perhaps some were highly recommended, or the pricing was right, or you had a very specific type of work to be done.\n\nRecently, I had to find an electrician to fix my broken attic fan. I called five different companies. I found three of them on the web (doing a search for electrician Rockville). I got one name from a friend and the other name from a store that sold lighting fixtures.\n\nThe first one quoted a rather high price, but was available pretty quickly and said it had gotten high marks on Angie\'s List. The second also quoted a high price, but specified what type of fan would be installed and asked questions about the height of the ceiling. The third quoted a lower price, and had good recommendations on Google. The fourth was pretty expensive, asked specific questions and was too busy to do anything for a couple of weeks. The last one was personally recommended, but seemed unable or uninterested in providing an estimate over the phone.\n\nI eliminated the last one because he clearly wasn\'t interested in the work. I eliminated the fourth one because he wasn\'t available for quite a while. I eliminated the first one because he did not ask questions and his quote was by far the highest. It was between the second and third quotes, and I ended up with the third because they had given me a range (meaning that they would base the final price on what actually needed to be done).\n\nWhen the electrician showed up, he didn\'t introduce himself. He did not give me a card. He did do the job requested at a reasonable price, and very quickly.  I thought that the company that sent him needs to learn a few things about marketing.\n\nHere are few lessons to be drawn.\n\n1.  Having a findable website with the right information is crucial.\n\n2. The person who answers the phone makes or breaks the sale. The more informed and pleasant that person is, the easier it will be to close the deal.\n\n3. Give your service providers some guidelines and information. Have them introduce themselves. Make sure they know about any service warranties and other procedures.\n\n4. Make sure the service provider gives a business card or brochure along with the invoice.\n\n5. Follow up! Very few, if any, contractors follow up to make sure the work is satisfactory to you. It\'s a missed opportunity to get testimonials and to build goodwill.\n\n&nbsp;','Marketing lessons for and from contractors','','inherit','open','open','','2286-revision-2','','','2013-07-23 19:16:02','2013-07-23 19:16:02','',2286,'http://deborahbrody.com/2013/07/2286-revision-2/',0,'revision','',0),
(2289,4,'2013-07-23 19:39:13','2013-07-23 19:39:13','If you have ever hired any type of contractor to do work in your home, you know there is a wide range of service providers out there. Perhaps some were highly recommended, or the pricing was right, or you had a very specific type of work to be done.\n\nRecently, I had to find an electrician to fix my broken attic fan. I called five different companies. I found three of them on the web (doing a search for electrician Rockville). I got one name from a friend and the other name from a store that sold lighting fixtures.\n\nThe first one quoted a rather high price, but was available pretty quickly and said it had gotten high marks on Angie\'s List. The second also quoted a high price, but specified what type of fan would be installed and asked questions about the height of the ceiling. The third quoted a lower price, and had good recommendations on Google. The fourth was pretty expensive, asked specific questions and was too busy to do anything for a couple of weeks. The last one was personally recommended, but seemed unable or uninterested in providing an estimate over the phone.\n\nI eliminated the last one because he clearly wasn\'t interested in the work. I eliminated the fourth one because he wasn\'t available for quite a while. I eliminated the first one because he did not ask questions and his quote was by far the highest. It was between the second and third quotes, and I ended up with the third because they had given me a range (meaning that they would base the final price on what actually needed to be done).\n\nWhen the electrician showed up, he didn\'t introduce himself. He did not give me a card. He did do the job requested at a reasonable price, and very quickly.  I thought that the company that sent him needs to learn a few things about marketing.\n\nHere are few lessons to be drawn.\n\n1.  Having a findable website with the right information is crucial.\n\n2. The person who answers the phone makes or breaks the sale. The more informed and pleasant that person is, the easier it will be to close the deal.\n\n3. Give your service providers some guidelines and information. Have them introduce themselves. Make sure they know about any service warranties and other procedures.\n\n4. Make sure the service provider gives a business card or brochure along with the invoice.\n\n5. Follow up! Very few, if any, contractors follow up to make sure the work is satisfactory to you. It\'s a missed opportunity to get testimonials and to build goodwill.\n\n&nbsp;','Marketing lessons for and from contractors','','inherit','open','open','','2286-revision-3','','','2013-07-23 19:39:13','2013-07-23 19:39:13','',2286,'http://deborahbrody.com/2013/07/2286-revision-3/',0,'revision','',0),
(2290,4,'2013-07-24 12:06:41','2013-07-24 12:06:41','For some reason, I have had a hard time getting a post done this week. I wrote two lengthy posts, but ended up saving them as drafts. They may appear later on.  Some of my ability to focus this week has to do with having too much on my mind. I thought I would share some of what has been bugging me (and sadly, this is but the tip of the iceberg).\r\n\r\n<strong>Courtesy is waning</strong>\r\n\r\nIt seems to me that we are seeing a huge drop in courteous behavior. In the last few weeks alone, I have seen it both personally and professionally. On the personal side, I have left messages for friends that have gone unreturned. I have been cut off in the middle of a sensitive conversation.  On the professional side, I have sent proposals that potential clients don\'t even acknowledge.\r\n\r\n<strong>Angie\'s List won\'t leave me alone (or, is trying too hard and being annoying)</strong>\r\n\r\nWhen I moved into my house a couple of years ago, I joined Angie\'s List. It was helpful when I needed to find different contractors (plumber, fence installer, etc.). After getting most issues fixed in my house, I found I was using Angie\'s List quite infrequently. And then, one of the contractors I found on it (and who had decent recommendations) turned out to be one of the worst experiences I have ever had with any service provider.  So I let my membership lapse. This was in December of last year. Since then, without fail, I have received offers EVERY week (and sometimes every day) from Angie\'s List for discount membership...ranging from 20% to 40% off. I have stop reading the emails and just delete them. At some point, Angie and every other vendor, needs to realize it is not about the offer. You could give me Angie\'s List for free, and at this point, I am not signing up. Oh, and I see their constant advertising every night on the CBS Evening News, which leads me to believe that Angie is lying when she says that nobody pays to be on Angie\'s List. She cannot be making the type of money she is from yearly membership dues alone. And, vendors have told me that in order to show up higher in the rankings, they are asked to pay.\r\n\r\n<strong>Customer service is marketing</strong>\r\n\r\nA few weeks ago I had problems with my web host, Host Gator. In three separate instances, my website and email went down for a total of a few hours. I asked them for a credit (after not getting any information from them on restoration of service). They ignored it. Even after I told them in their survey that they would not be getting any referrals from me, they didn\'t seem to care.\r\n\r\nAnother service provider who has been very slow in her service has had the nerve to blame me, in writing, for her delays. Apparently she doesn\'t realize that even if it is the client\'s fault (and in this case it isn\'t) you don\'t blame the client. By shifting the responsibility and accusing me (the client) all she is doing is making sure I will not use her services ever again, nor refer her any business. How you treat your customer is marketing, as Lisa Gerber points out in this <a href=\"http://bigleapcreative.com/are-you-creating-loyalty/\" target=\"_blank\">blog post</a>.\r\n\r\n<strong>On the other hand...</strong>\r\n\r\nI have been impressed with the responsiveness and interest I receive for this blog  from some great folks that I have only met on Twitter. Thank you!\r\n\r\n&nbsp;\r\n\r\n&nbsp;','Things on my mind','','publish','open','open','','things-on-my-mind','','','2013-07-24 12:06:41','2013-07-24 12:06:41','',0,'http://deborahbrody.com/?p=2290',0,'post','',2),
(2291,4,'2013-07-24 12:06:36','2013-07-24 12:06:36','For some reason, I have had a hard time getting a post done this week. I wrote two lengthy posts, but ended up saving them as drafts. They may appear later on.  Some of my ability to focus this week has to do with having too much on my mind. I thought I would share some of what has been bugging me (and sadly, this is but the tip of the iceberg).\n\n<strong>Courtesy is waning</strong>\n\nIt seems to me that we are seeing a huge drop in courteous behavior. In the last few weeks alone, I have seen it both personally and professionally. On the personal side, I have left messages for friends that have gone unreturned. I have been cut off in the middle of a sensitive conversation.  On the professional side, I have sent proposals that potential clients don\'t even acknowledge.\n\n<strong>Angie\'s List won\'t leave me alone (or, is trying too hard and being annoying)</strong>\n\nWhen I moved into my house a couple of years ago, I joined Angie\'s List. It was helpful when I needed to find different contractors (plumber, fence installer, etc.). After getting most issues fixed in my house, I found I was using Angie\'s List quite infrequently. And then, one of the contractors I found on it (and who had decent recommendations) turned out to be one of the worst experiences I have ever had with any service provider.  So I let my membership lapse. This was in December of last year. Since then, without fail, I have received offers EVERY week (and sometimes every day) from Angie\'s List for discount membership...ranging from 20% to 40% off. I have stop reading the emails and just delete them. At some point, Angie and every other vendor, needs to realize it is not about the offer. You could give me Angie\'s List for free, and at this point, I am not signing up. Oh, and I see their constant advertising every night on the CBS Evening News, which leads me to believe that Angie is lying when she says that nobody pays to be on Angie\'s List. She cannot be making the type of money she is from yearly membership dues alone. And, vendors have told me that in order to show up higher in the rankings, they are asked to pay.\n\n<strong>Customer service is marketing</strong>\n\nA few weeks ago I had problems with my web host, Host Gator. In three separate instances, my website and email went down for a total of a few hours. I asked them for a credit (after not getting any information from them on restoration of service). They ignored it. Even after I told them in their survey that they would not be getting any referrals from me, they didn\'t seem to care.\n\nAnother service provider who has been very slow in her service has had the nerve to blame me, in writing, for her delays. Apparently she doesn\'t realize that even if it is the client\'s fault (and in this case it isn\'t) you don\'t blame the client. By shifting the responsibility and accusing me (the client) all she is doing is making sure I will not use her services ever again, nor refer her any business. How you treat your customer is marketing, as Lisa Gerber points out in this <a href=\"http://bigleapcreative.com/are-you-creating-loyalty/\" target=\"_blank\">blog post</a>.\n\n<strong>On the other hand...</strong>\n\nI have been impressed with the responsiveness and interest I receive for this blog  from some great folks that I have only met on Twitter. Thank you!\n\n&nbsp;\n\n&nbsp;','Things on my mind','','inherit','open','open','','2290-revision','','','2013-07-24 12:06:36','2013-07-24 12:06:36','',2290,'http://deborahbrody.com/2013/07/2290-revision/',0,'revision','',0),
(2292,4,'2013-07-24 12:07:48','2013-07-24 12:07:48','For some reason, I have had a hard time getting a post done this week. I wrote two lengthy posts, but ended up saving them as drafts. They may appear later on.  Some of my ability to focus this week has to do with having too much on my mind. I thought I would share some of what has been bugging me (and sadly, this is but the tip of the iceberg).\n\n<strong>Courtesy is waning</strong>\n\nIt seems to me that we are seeing a huge drop in courteous behavior. In the last few weeks alone, I have seen it both personally and professionally. On the personal side, I have left messages for friends that have gone unreturned. I have been cut off in the middle of a sensitive conversation.  On the professional side, I have sent proposals that potential clients don\'t even acknowledge.\n\n<strong>Angie\'s List won\'t leave me alone (or, is trying too hard and being annoying)</strong>\n\nWhen I moved into my house a couple of years ago, I joined Angie\'s List. It was helpful when I needed to find different contractors (plumber, fence installer, etc.). After getting most issues fixed in my house, I found I was using Angie\'s List quite infrequently. And then, one of the contractors I found on it (and who had decent recommendations) turned out to be one of the worst experiences I have ever had with any service provider.  So I let my membership lapse. This was in December of last year. Since then, without fail, I have received offers EVERY week (and sometimes every day) from Angie\'s List for discount membership...ranging from 20% to 40% off. I have stop reading the emails and just delete them. At some point, Angie and every other vendor, needs to realize it is not about the offer. You could give me Angie\'s List for free, and at this point, I am not signing up. Oh, and I see their constant advertising every night on the CBS Evening News, which leads me to believe that Angie is lying when she says that nobody pays to be on Angie\'s List. She cannot be making the type of money she is from yearly membership dues alone. And, vendors have told me that in order to show up higher in the rankings, they are asked to pay.\n\n<strong>Customer service is marketing</strong>\n\nA few weeks ago I had problems with my web host, Host Gator. In three separate instances, my website and email went down for a total of a few hours. I asked them for a credit (after not getting any information from them on restoration of service). They ignored it. Even after I told them in their survey that they would not be getting any referrals from me, they didn\'t seem to care.\n\nAnother service provider who has been very slow in her service has had the nerve to blame me, in writing, for her delays. Apparently she doesn\'t realize that even if it is the client\'s fault (and in this case it isn\'t) you don\'t blame the client. By shifting the responsibility and accusing me (the client) all she is doing is making sure I will not use her services ever again, nor refer her any business. How you treat your customer is marketing, as Lisa Gerber points out in this <a href=\"http://bigleapcreative.com/are-you-creating-loyalty/\" target=\"_blank\">blog post</a>.\n\n<strong>On the other hand...</strong>\n\nI have been impressed with the responsiveness and interest I receive for this blog  from some great folks that I have only met on Twitter. Thank you!\n\n&nbsp;\n\n&nbsp;','Things on my mind','','inherit','open','open','','2290-autosave','','','2013-07-24 12:07:48','2013-07-24 12:07:48','',2290,'http://deborahbrody.com/2013/07/2290-autosave/',0,'revision','',0),
(2294,4,'2013-07-30 13:46:24','2013-07-30 13:46:24','Have you been to an event where the speaker did not meet your expectations? It may not have been the speaker\'s fault. He or she may have not been well prepared or well chosen for that particular event. Having been asked to speak at a few different events, I can tell you it is up to the host to prepare the speaker.\r\n\r\n[caption id=\"\" align=\"aligncenter\" width=\"400\"]<a title=\"Podium by karindalziel, on Flickr\" href=\"http://www.flickr.com/photos/nirak/6071515104/\"><img title=\"Empty Podium\" alt=\"Podium\" src=\"http://farm7.staticflickr.com/6195/6071515104_eca4654a63.jpg\" width=\"400\" height=\"300\" /></a> Empty Podium by Karin Dalziel on Flickr[/caption]\r\n<p style=\"text-align: center;\"></p>\r\nIf you (or your organization) is hosting an event featuring speakers, here are a few things to do:\r\n\r\n1. <span style=\"text-decoration: underline;\">Determine exactly what your topic</span> is and whether you have a theme  you want to highlight.\r\n\r\n2. Make sure you <span style=\"text-decoration: underline;\">understand your audience</span>. Who will be coming to your event and why? If it is a professional development event, for example, what level of understanding does the audience have about the subject?\r\n\r\n3. When choosing your speakers, m<span style=\"text-decoration: underline;\">ake sure their experience matches your topic <em>and</em> audience</span>.  Recently, a friend attended a talk where the speaker\'s understanding of the topic was BELOW the audience\'s. Generally, the audience wants to learn something.\r\n\r\n4.<span style=\"text-decoration: underline;\"> Prepare your speakers</span>. Give them all the information they will need for the event, including date, time and location. I know several speakers who have been late to an event (causing them to get frazzled) because they were confused about how to get there or the exact start time.  Tell your speakers how many people are expected, who they are and what you told the audience to expect.\r\n\r\n5. <span style=\"text-decoration: underline;\">Talk to the speaker a couple of days before the event</span>. What will he or she be talking about exactly? Does he or she need any special equipment?\r\n\r\n6. Have a <span style=\"text-decoration: underline;\">plan B</span> (or be prepared for things to go off track: missing presentations, faulty AV equipment, missing speakers, etc.)\r\n\r\n7. Prepare you audience by <span style=\"text-decoration: underline;\">giving an introduction of both the speaker and the topic.</span> Make sure the program handout includes the speaker\'s bio and contact information. When introducing the speaker, stay topline. Nothing is more boring (and more time-wasting) than having the host read the entire biography to the audience.\r\n\r\nThe bottom line is that most speaking events don\'t go well because the host has not done a good job of choosing or preparing the speakers. This is particularly common in volunteer-run organizations. However, if you are charging for your event, and you are associating your organization\'s name to it, it is imperative that you take the time to make sure the speaker is given the best shot at success.\r\n\r\nWhat would you add to the list above? Does your organization have a list of speaker guidelines? If so, what does it include?','Hosting a speaker or a panel? Read this first.','','publish','open','open','','hosting-a-speaker-or-a-panel-read-this-first','','','2013-07-30 13:46:24','2013-07-30 13:46:24','',0,'http://deborahbrody.com/?p=2294',0,'post','',1),
(2295,4,'2013-07-30 13:46:15','2013-07-30 13:46:15','Have you been to an event where the speaker did not meet your expectations? It may not have been the speaker\'s fault. He or she may have not been well prepared or well chosen for that particular event. Having been asked to speak at a few different events, I can tell you it is up to the host to prepare the speaker.\n\n[caption id=\"\" align=\"aligncenter\" width=\"400\"]<a title=\"Podium by karindalziel, on Flickr\" href=\"http://www.flickr.com/photos/nirak/6071515104/\"><img title=\"Empty Podium\" alt=\"Podium\" src=\"http://farm7.staticflickr.com/6195/6071515104_eca4654a63.jpg\" width=\"400\" height=\"300\" /></a> Empty Podium by Karin Dalziel on Flickr[/caption]\n<p style=\"text-align: center;\"></p>\nIf you (or your organization) is hosting an event featuring speakers, here are a few things to do:\n\n1. <span style=\"text-decoration: underline;\">Determine exactly what your topic</span> is and whether you have a theme  you want to highlight.\n\n2. Make sure you <span style=\"text-decoration: underline;\">understand your audience</span>. Who will be coming to your event and why? If it is a professional development event, for example, what level of understanding does the audience have about the subject?\n\n3. When choosing your speakers, m<span style=\"text-decoration: underline;\">ake sure their experience matches your topic <em>and</em> audience</span>.  Recently, a friend attended a talk where the speaker\'s understanding of the topic was BELOW the audience\'s. Generally, the audience wants to learn something.\n\n4.<span style=\"text-decoration: underline;\"> Prepare your speakers</span>. Give them all the information they will need for the event, including date, time and location. I know several speakers who have been late to an event (causing them to get frazzled) because they were confused about how to get there or the exact start time.  Tell your speakers how many people are expected, who they are and what you told the audience to expect.\n\n5. <span style=\"text-decoration: underline;\">Talk to the speaker a couple of days before the event</span>. What will he or she be talking about exactly? Does he or she need any special equipment?\n\n6. Have a <span style=\"text-decoration: underline;\">plan B</span> (or be prepared for things to go off track: missing presentations, faulty AV equipment, missing speakers, etc.)\n\n7. Prepare you audience by <span style=\"text-decoration: underline;\">giving an introduction of both the speaker and the topic.</span> Make sure the program handout includes the speaker\'s bio and contact information. When introducing the speaker, stay topline. Nothing is more boring (and more time-wasting) than having the host read the entire biography to the audience.\n\nThe bottom line is that most speaking events don\'t go well because the host has not done a good job of choosing or preparing the speakers. This is particularly common in volunteer-run organizations. However, if you are charging for your event, and you are associating your organization\'s name to it, it is imperative that you take the time to make sure the speaker is given the best shot at success.\n\nWhat would you add to the list above? Does your organization have a list of speaker guidelines? If so, what does it include?','Hosting a speaker or a panel? Read this first.','','inherit','open','open','','2294-revision','','','2013-07-30 13:46:15','2013-07-30 13:46:15','',2294,'http://deborahbrody.com/2013/07/2294-revision/',0,'revision','',0),
(2298,4,'2013-08-06 12:44:20','2013-08-06 12:44:20','Yesterday, I took advantage of a  gorgeous low-humidity, warm (not hot) day and went for a run along the C&amp;O Canal in Potomac. There were several people along the trail, some walking, some biking and some running like me.  Some people smiled, nodded or said hi as I passed. Some people ignored me completely (like the bikers who passed me without a warning or even a look back or the runner who pointedly looked straight ahead when passing in the other direction).\r\n\r\n[caption id=\"\" align=\"aligncenter\" width=\"448\"]<a title=\"Smile! by rkleine, on Flickr\" href=\"http://www.flickr.com/photos/rkleine/5370378373/\"><img alt=\"Smile!\" src=\"http://farm6.staticflickr.com/5001/5370378373_695f70b0de.jpg\" width=\"448\" height=\"450\" /></a> Smile! by Rob Kleine on Flickr[/caption]\r\n<p style=\"text-align: center;\"></p>\r\n<strong>Some people are social, and some are not.</strong>\r\n\r\nIt\'s not just when you are out running on a gorgeous day. It\'s when you get in an elevator, walk along the street, go in a store, and so forth. Some people will always greet others, and some will pretend they are in their own little fiefdom. Some people are naturally social and some are not. Some people feel connection to those around them, and some do not.\r\n\r\nSome of this has to do with factors other than sociability. Perhaps someone has just received bad news or is lost in thought about a pressing problem. Perhaps there is a language or culture barrier.\r\n\r\nThe same is true on social media. Some people are naturally good at social media and some are not. You can see it by how often they post, how often they like posts, how often they re-tweet, <strong>how often they interact.</strong> Of course, some people will defend their lack of engagement on social media by saying they are \"too busy\" and they \"don\'t have time.\"\r\n\r\nThen there are those like someone I know named Jon, who blocked off his Facebook wall to avoid unwanted communication and has even asked me to \"untag\" him from a conversation because he did not care to hear what other people had to say about something he had been involved in. Or the people like Jon, who avoid commenting on posts because they don\'t want to be dragged into a conversation. My question to Jon and others like him is: why are you on Facebook? Why are you on social media at all?\r\n\r\n<strong>Here\'s the thing: If you don\'t want two-way communication (or even multi-lateral communication), DO NOT get on social media.</strong> It is not all about you. It is about the other people too.\r\n\r\nPeople who like to control what others say or with whom they connect, are not naturally good at social media. We see the corporate CEOs who have been forced to open Twitter accounts by their communications advisers and who then do not tweet or respond to tweets.\r\n\r\nGetting on social media is about being social. It is about being responsive. It is about interacting. It\'s about (the hated, overused term) engagement. You can\'t automate your social media interactions. You need to be present, social and say hi.\r\n\r\nSmile! You are on social media.\r\n\r\n&nbsp;','Does going for a run make you want to smile? ','','publish','open','open','','does-going-for-a-run-make-you-want-to-smile','','','2013-08-06 12:44:20','2013-08-06 12:44:20','',0,'http://deborahbrody.com/?p=2298',0,'post','',0),
(2299,4,'2013-08-06 12:44:02','2013-08-06 12:44:02','Yesterday, I took advantage of a  gorgeous low-humidity, warm (not hot) day and went for a run along the C&amp;O Canal in Potomac. There were several people along the trail, some walking, some biking and some running like me.  Some people smiled, nodded or said hi as I passed. Some people ignored me completely (like the bikers who passed me without a warning or even a look back or the runner who pointedly looked straight ahead when passing in the other direction).\n\n[caption id=\"\" align=\"aligncenter\" width=\"448\"]<a title=\"Smile! by rkleine, on Flickr\" href=\"http://www.flickr.com/photos/rkleine/5370378373/\"><img alt=\"Smile!\" src=\"http://farm6.staticflickr.com/5001/5370378373_695f70b0de.jpg\" width=\"448\" height=\"450\" /></a> Smile! by Rob Kleine on Flickr[/caption]\n<p style=\"text-align: center;\"></p>\n<strong>Some people are social, and some are not.</strong>\n\nIt\'s not just when you are out running on a gorgeous day. It\'s when you get in an elevator, walk along the street, go in a store, and so forth. Some people will always greet others, and some will pretend they are in their own little fiefdom. Some people are naturally social and some are not. Some people feel connection to those around them, and some do not.\n\nSome of this has to do with factors other than sociability. Perhaps someone has just received bad news or is lost in thought about a pressing problem. Perhaps there is a language or culture barrier.\n\nThe same is true on social media. Some people are naturally good at social media and some are not. You can see it by how often they post, how often they like posts, how often they re-tweet, <strong>how often they interact.</strong> Of course, some people will defend their lack of engagement on social media by saying they are \"too busy\" and they \"don\'t have time.\"\n\nThen there are those like someone I know named Jon, who blocked off his Facebook wall to avoid unwanted communication and has even asked me to \"untag\" him from a conversation because he did not care to hear what other people had to say about something he had been involved in. Or the people like Jon, who avoid commenting on posts because they don\'t want to be dragged into a conversation. My question to Jon and others like him is: why are you on Facebook? Why are you on social media at all?\n\n<strong>Here\'s the thing: If you don\'t want two-way communication (or even multi-lateral communication), DO NOT get on social media.</strong> It is not all about you. It is about the other people too.\n\nPeople who like to control what others say or with whom they connect, are not naturally good at social media. We see the corporate CEOs who have been forced to open Twitter accounts by their communications advisers and who then do not tweet or respond to tweets.\n\nGetting on social media is about being social. It is about being responsive. It is about interacting. It\'s about (the hated, overused term) engagement. You can\'t automate your social media interactions. You need to be present, social and say hi.\n\nSmile! You are on social media.\n\n&nbsp;','Does going for a run make you want to smile? ','','inherit','open','open','','2298-revision','','','2013-08-06 12:44:02','2013-08-06 12:44:02','',2298,'http://deborahbrody.com/2013/08/2298-revision/',0,'revision','',0),
(2300,4,'2013-08-09 14:29:33','2013-08-09 14:29:33','I think having themes like <strong>5 tips for Friday</strong> is a great way to keep you blogging, and I suggest that in my blogging workshops. I saw somebody\'s 5 tips today, and I thought I would try my hand at it.\r\n\r\nAs a writer, I have to edit my own work. Truth is,  it is far easier to edit other people\'s work. You very rarely see your own mistakes right away--be it typos or more serious errors.\r\n\r\nHere are five tips to make sure you present the best piece of writing you can:\r\n\r\n1. Take a break between writing and editing. A few hours will do, but a whole day, if possible, is better.\r\n\r\n2. Read it out loud. Your ears may \"see\" mistakes that your eyes don\'t.\r\n\r\n3. Pay attention to homonyms (words that sound the same like than and then and their and there). Are you using the right word?\r\n\r\n4. Go back and cut out ten words per page. Excess words often clutter your meaning.\r\n\r\n5. Make sure most (if not all) sentences are in active voice. If they aren\'t, change them.\r\n\r\nWhat is your best tip for editing your own writing? Please share in the comments.','5 tips for Friday on editing your own writing','','publish','open','open','','5-tips-for-friday-on-editing-your-own-writing','','','2013-08-09 14:29:33','2013-08-09 14:29:33','',0,'http://deborahbrody.com/?p=2300',0,'post','',6),
(2301,4,'2013-08-09 14:28:43','2013-08-09 14:28:43','I think having themes like <strong>5 tips for Friday</strong> is a great way to keep you blogging, and I suggest that in my blogging workshops. I saw somebody\'s 5 tips today, and I thought I would try my hand at it.\n\nAs a writer, I have to edit my own work. Truth is,  it is far easier to edit other people\'s work. You very rarely see your own mistakes right away--be it typos or more serious errors.\n\nHere are five tips to make sure you present the best piece of writing you can.\n\n1. Take a break between writing and editing. A few hours will do, but a whole day, if possible, is better.\n\n2. Read it out loud. Your ears may \"see\" mistakes that your eyes don\'t.\n\n3. Pay attention to homonyms (words that sound the same like than and then and their and there). Are you using the right word?\n\n4. Go back and cut out ten words per page. Excess words often clutter your meaning.\n\n5. Make sure most (if not all) sentences are in active voice. If they aren\'t, change them.\n\nWhat is your best tip for editing your own work? Please share in the comments.','5 tips for Friday on editing your own writing','','inherit','open','open','','2300-revision','','','2013-08-09 14:28:43','2013-08-09 14:28:43','',2300,'http://deborahbrody.com/2013/08/2300-revision/',0,'revision','',0),
(2302,4,'2013-08-13 12:25:41','2013-08-13 12:25:41','Email addresses have become so valuable to marketers that they are now offering discounts and other incentives to get them. Case in point: Ann Taylor is offering <span style=\"text-decoration: underline;\">a 40% discount off</span> your entire purchase simply for furnishing them with (any) email address. Another retailer, White House/Black Market makes it practically impossible to buy anything without getting an email address (which, the salesperson says, will be used to send you special offers only available via email).\r\n\r\nWhy are email addresses so important? Simple. It\'s because there are so many channels out there that it has become increasingly harder (and thus, more valuable) to target people. For retailers, fewer people are reading printed anything, a traditional place for special offers and sale notices. In general, media has become increasingly segmented. With DVRs, most people are fast-forwarding the commercials.\r\n\r\nEmail reaches people somewhere where they are likely to be--on their computer or other Internet-connected device. And because people can easily opt-out of receiving emails, marketers have to work harder to make it worth their while. And then there is the added benefit of not having to pay postage or printing costs, making email marketing a lot cheaper to produce.\r\n\r\n<strong>What does this mean for marketing communications? It means that messaging has to be more targeted, more concise and centered around providing a very tangible benefit to the consumer. </strong> Email marketing maybe cheaper to  snail mail marketing, but it also easier to stop.\r\n\r\nThe bottom line is that marketers want email addresses and consumers want real value for the intrusion.\r\n\r\nHave you noticed more retailers asking for email addresses? What incentives have you seen?\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;','Email addresses have become more valuable','','publish','open','open','','email-addresses-have-become-more-valuable','','','2013-08-13 12:25:41','2013-08-13 12:25:41','',0,'http://deborahbrody.com/?p=2302',0,'post','',1),
(2303,4,'2013-08-13 12:25:13','2013-08-13 12:25:13','Email addresses have become so valuable to marketers that they are now offering discounts and other incentives to get them. Case in point: Ann Taylor is offering <span style=\"text-decoration: underline;\">a 40% discount off</span> your entire purchase simply for furnishing them with (any) email address. Another retailer, White House/Black Market makes it practically impossible to buy anything without getting an email address (which, the salesperson says, will be used to send you special offers only available via email).\n\nWhy are email addresses so important? Simple. It\'s because there are so many channels out there that it has become increasingly harder (and thus, more valuable) to target people. For retailers, fewer people are reading printed anything, a traditional place for special offers and sale notices. In general, media has become increasingly segmented. With DVRs, most people are fast-forwarding the commercials.\n\nEmail reaches people somewhere where they are likely to be--on their computer or other Internet-connected device. And because people can easily opt-out of receiving emails, marketers have to work harder to make it worth their while. And then there is the added benefit of not having to pay postage or printing costs, making email marketing a lot cheaper to produce.\n\n<strong>What does this mean for marketing communications? It means that messaging has to be more targeted, more concise and centered around providing a very tangible benefit to the consumer. </strong> Email marketing maybe cheaper to  snail mail marketing, but it also easier to stop.\n\nThe bottom line is that marketers want email addresses and consumers want real value for the intrusion.\n\nHave you noticed more retailers asking for email addresses? What incentives have you seen?\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;','Email addresses have become more valuable','','inherit','open','open','','2302-revision','','','2013-08-13 12:25:13','2013-08-13 12:25:13','',2302,'http://deborahbrody.com/2013/08/2302-revision/',0,'revision','',0),
(2304,4,'2013-08-13 12:26:45','2013-08-13 12:26:45','Email addresses have become so valuable to marketers that they are now offering discounts and other incentives to get them. Case in point: Ann Taylor is offering <span style=\"text-decoration: underline;\">a 40% discount off</span> your entire purchase simply for furnishing them with (any) email address. Another retailer, White House/Black Market makes it practically impossible to buy anything without getting an email address (which, the salesperson says, will be used to send you special offers only available via email).\n\nWhy are email addresses so important? Simple. It\'s because there are so many channels out there that it has become increasingly harder (and thus, more valuable) to target people. For retailers, fewer people are reading printed anything, a traditional place for special offers and sale notices. In general, media has become increasingly segmented. With DVRs, most people are fast-forwarding the commercials.\n\nEmail reaches people somewhere where they are likely to be--on their computer or other Internet-connected device. And because people can easily opt-out of receiving emails, marketers have to work harder to make it worth their while. And then there is the added benefit of not having to pay postage or printing costs, making email marketing a lot cheaper to produce.\n\n<strong>What does this mean for marketing communications? It means that messaging has to be more targeted, more concise and centered around providing a very tangible benefit to the consumer. </strong> Email marketing maybe cheaper to  snail mail marketing, but it also easier to stop.\n\nThe bottom line is that marketers want email addresses and consumers want real value for the intrusion.\n\nHave you noticed more retailers asking for email addresses? What incentives have you seen?\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;','Email addresses have become more valuable','','inherit','open','open','','2302-autosave','','','2013-08-13 12:26:45','2013-08-13 12:26:45','',2302,'http://deborahbrody.com/2013/08/2302-autosave/',0,'revision','',0),
(2306,4,'2013-08-14 13:28:29','2013-08-14 13:28:29','Yesterday, I wrote about h<a title=\"Email addresses have become more valuable\" href=\"http://deborahbrody.com/2013/08/email-addresses-have-become-more-valuable/\">ow important email marketing has become to retailers</a>. Yesterday afternoon, I found out first-hand that email marketing has become far more important to retailers than customer service, and that is a problem.\r\n\r\n[caption id=\"\" align=\"aligncenter\" width=\"400\"]<a title=\"silos by dsearls, on Flickr\" href=\"http://www.flickr.com/photos/docsearls/5500714140/\"><img alt=\"silos\" src=\"http://farm6.staticflickr.com/5096/5500714140_5ff438aa98.jpg\" width=\"400\" height=\"202\" /></a> Silos by Doc Searls on Flickr[/caption]\r\n\r\nMany large organizations have no bridge among their many departments. I remember when I was working with a large financial company back in the 1990s, and the public relations department (where I was) and the sponsorship department didn\'t really connect, even though both were ostensibly working on promoting the brand. It  seems this way with customer service and marketing.\r\n\r\nMy experience was this: Yesterday, I went to White House Black Market to return a couple of items I had bought last week. I had the receipt, and the items were unused and had their tags on (nothing wrong with them, just didn\'t like them once I got home).  At first, this clerk was friendly, but pretty soon she was having issues. It turns out that because I did not provide my email address to the clerk who had originally sold me the items, the clerk had put in a made up email, which apparently was connected with another customer\'s account.\r\n\r\nThe clerk called over another associate (let\'s call her Ms. Crotchety since she was a very unfriendly woman),  who asked me my name, and of course, this did not match up with the customer name in the system. I explained that since I had no desire to be in their system, the original associate had put in that email address because she feared that she would be \"dinged\" by the company for not providing an email address with purchase. Ms. Crotchety proceeded to tell me that I needed to provide my address, and that if I were in the system, the system would just populate the fields with the right information (read: I am at at fault for not being in their system and making Ms. Crotchety\'s life so hard).\r\n\r\nIn the end, I was forced to give them my address  in order to get credited (in spite of having a receipt and the original credit card).  To make matters worse, at no point were these associates helpful, apologetic or accommodating.  I had originally thought I would browse the sales racks, instead, I walked out angry and with no desire to shop at this store.\r\n\r\nAs many people do when they have a grievance, I took to Twitter to air my dissatisfaction with the store. Let\'s just say that @WHBM were far more apologetic and understanding than the clerks at the store.  I bet that the folks behind @WHBM are customer service folks and not marketing folks. The marketing folks probably have nothing to do with customer service.  And there, in a nutshell, lies the problem. <strong>Marketing is operating independently of customer service, with goals that do not take customer service needs into account.</strong>\r\n\r\nThis is an example of a marketing imperative trumping good customer service. The imperative at White House Black Market seems to be that clerks must obtain email addresses no matter what.  This means that the email address itself is more valuable than the customer. That\'s a flawed concept.  Although email can be a very powerful marketing tool, it only is effective if the customer wants to receive those emails.  There is a difference between asking for an email address and making it impossible to buy something unless you provide an email address.\r\n\r\nWhat do you think? Should marketing goals (grow email list in this case) be more important than customer service goals? Can the two co-exist?\r\n\r\n&nbsp;\r\n\r\n&nbsp;','When customer service and marketing conflict','','publish','open','open','','when-customer-service-and-marketing-conflict','','','2013-08-14 13:28:29','2013-08-14 13:28:29','',0,'http://deborahbrody.com/?p=2306',0,'post','',2),
(2307,4,'2013-08-14 13:27:05','2013-08-14 13:27:05','Yesterday, I wrote about h<a title=\"Email addresses have become more valuable\" href=\"http://deborahbrody.com/2013/08/email-addresses-have-become-more-valuable/\">ow important email marketing has become to retailers</a>. Yesterday afternoon, I found out first-hand that email marketing has become far more important to retailers than customer service, and that is a problem.\n\n[caption id=\"\" align=\"aligncenter\" width=\"400\"]<a title=\"silos by dsearls, on Flickr\" href=\"http://www.flickr.com/photos/docsearls/5500714140/\"><img alt=\"silos\" src=\"http://farm6.staticflickr.com/5096/5500714140_5ff438aa98.jpg\" width=\"400\" height=\"202\" /></a> Silos by Doc Searls on Flickr[/caption]\n\nMany large organizations have no bridge among their many departments. I remember when I was working with a large financial company back in the 1990s, and the public relations department (where I was) and the sponsorship department didn\'t really connect, even though both were ostensibly working on promoting the brand. It  seems this way with customer service and marketing.\n\nMy experience was this: Yesterday, I went to White House Black Market to return a couple of items I had bought last week. I had the receipt, and the items were unused and had their tags on (nothing wrong with them, just didn\'t like them once I got home).  At first, this clerk was friendly, but pretty soon she was having issues. It turns out that because I did not provide my email address to the clerk who had originally sold me the items, the clerk had put in a made up email, which apparently was connected with another customer\'s account.\n\nThe clerk called over another associate (let\'s call her Ms. Crotchety since she was a very unfriendly woman),  who asked me my name, and of course, this did not match up with the customer name in the system. I explained that since I had no desire to be in their system, the original associate had put in that email address because she feared that she would be \"dinged\" by the company for not providing an email address with purchase. Ms. Crotchety proceeded to tell me that I needed to provide my address, and that if I were in the system, the system would just populate the fields with the right information (read: I am at at fault for not being in their system and making Ms. Crotchety\'s life so hard).\n\nIn the end, I was forced to give them my address  in order to get credited (in spite of having a receipt and the original credit card).  To make matters worse, at no point were these associates helpful, apologetic or accommodating.  I had originally thought I would browse the sales racks, instead, I walked out angry and with no desire to shop at this store.\n\nAs many people do when they have a grievance, I took to Twitter to air my dissatisfaction with the store. Let\'s just say that @WHBM were far more apologetic and understanding than the clerks at the store.  I bet that the folks behind @WHBM are customer service folks and not marketing folks. The marketing folks probably have nothing to do with customer service.  And there, in a nutshell, lies the problem. <strong>Marketing is operating independently of customer service, with goals that do not take customer service needs into account.</strong>\n\nThis is an example of a marketing imperative trumping good customer service. The imperative at White House Black Market seems to be that clerks must obtain email addresses no matter what.  This means that the email address itself is more valuable than the customer. That\'s a flawed concept.  Although email can be a very powerful marketing tool, it only is effective if the customer wants to receive those emails.  There is a difference between asking for an email address and making it impossible to buy something unless you provide an email address.\n\nWhat do you think? Should marketing goals (grow email list in this case) be more important than customer service goals? Can the two co-exist?\n\n&nbsp;\n\n&nbsp;','When customer service and marketing conflict','','inherit','open','open','','2306-revision','','','2013-08-14 13:27:05','2013-08-14 13:27:05','',2306,'http://deborahbrody.com/2013/08/2306-revision/',0,'revision','',0),
(2308,4,'2013-08-14 13:27:39','2013-08-14 13:27:39','Yesterday, I wrote about h<a title=\"Email addresses have become more valuable\" href=\"http://deborahbrody.com/2013/08/email-addresses-have-become-more-valuable/\">ow important email marketing has become to retailers</a>. Yesterday afternoon, I found out first-hand that email marketing has become far more important to retailers than customer service, and that is a problem.\r\n\r\n[caption id=\"\" align=\"aligncenter\" width=\"400\"]<a title=\"silos by dsearls, on Flickr\" href=\"http://www.flickr.com/photos/docsearls/5500714140/\"><img alt=\"silos\" src=\"http://farm6.staticflickr.com/5096/5500714140_5ff438aa98.jpg\" width=\"400\" height=\"202\" /></a> Silos by Doc Searls on Flickr[/caption]\r\n\r\nMany large organizations have no bridge among their many departments. I remember when I was working with a large financial company back in the 1990s, and the public relations department (where I was) and the sponsorship department didn\'t really connect, even though both were ostensibly working on promoting the brand. It  seems this way with customer service and marketing.\r\n\r\nMy experience was this: Yesterday, I went to White House Black Market to return a couple of items I had bought last week. I had the receipt, and the items were unused and had their tags on (nothing wrong with them, just didn\'t like them once I got home).  At first, this clerk was friendly, but pretty soon she was having issues. It turns out that because I did not provide my email address to the clerk who had originally sold me the items, the clerk had put in a made up email, which apparently was connected with another customer\'s account.\r\n\r\nThe clerk called over another associate (let\'s call her Ms. Crotchety since she was a very unfriendly woman),  who asked me my name, and of course, this did not match up with the customer name in the system. I explained that since I had no desire to be in their system, the original associate had put in that email address because she feared that she would be \"dinged\" by the company for not providing an email address with purchase. Ms. Crotchety proceeded to tell me that I needed to provide my address, and that if I were in the system, the system would just populate the fields with the right information (read: I am at at fault for not being in their system and making Ms. Crotchety\'s life so hard).\r\n\r\nIn the end, I was forced to give them my address  in order to get credited (in spite of having a receipt and the original credit card).  To make matters worse, at no point were these associates helpful, apologetic or accommodating.  I had originally thought I would browse the sales racks, instead, I walked out angry and with no desire to shop at this store.\r\n\r\nAs many people do when they have a grievance, I took to Twitter to air my dissatisfaction with the store. Let\'s just say that @WHBM were far more apologetic and understanding than the clerks at the store.  I bet that the folks behind @WHBM are customer service folks and not marketing folks. The marketing folks probably have nothing to do with customer service.  And there, in a nutshell, lies the problem. <strong>Marketing is operating independently of customer service, with goals that do not take customer service needs into account.</strong>\r\n\r\nThis is an example of a marketing imperative trumping good customer service. The imperative at White House Black Market seems to be that clerks must obtain email addresses no matter what.  This means that the email address itself is more valuable than the customer. That\'s a flawed concept.  Although email can be a very powerful marketing tool, it only is effective if the customer wants to receive those emails.  There is a difference between asking for an email address and making it impossible to buy something unless you provide an email address.\r\n\r\nWhat do you think? Should marketing goals (grow email list in this case) be more important than customer service goals? Can the two co-exist?\r\n\r\n&nbsp;\r\n\r\n&nbsp;','When customer service and marketing conflict','','inherit','open','open','','2306-revision-2','','','2013-08-14 13:27:39','2013-08-14 13:27:39','',2306,'http://deborahbrody.com/2013/08/2306-revision-2/',0,'revision','',0),
(2362,4,'2013-10-08 17:31:47','2013-10-08 17:31:47','Last night, I met a friend for dinner. He chose a Thai place that was half-way between his place and mine. Upon reading some reviews online, I found out that this is the only Thai place  in the area that\'s Halal, that is, observes Muslim dietary rules.\r\n\r\nWhen I got there last night, it was empty save for a couple of people. Few people came in until a outwardly observant Muslim family came in. When they were done eating and had left, the owner pretty much closed up shop and kicked my friend and me out. From the time we had arrived at 6:30 p.m. until we left, no more than ten other customers had been in the restaurant.\r\n\r\nThe food at this Thai place was not very good. In fact, it was mediocre. It wasn\'t spicy enough, or attractively presented enough or even interesting enough. They did not have Thai standards like green papaya salad or red curry. Based on the food alone, I would not go back.\r\n\r\nThe only relevant differentiator this Thai restaurant offers is that it\'s Halal. Is that enough? <strong>Can you have one strong point of differentiation and have that keep your business alive? Well, the answer is yes, but there is an \"if\" attached.</strong> In this case, you could have Halal as your point of differentiation ONLY IF your food is on par with other similar restaurants.\r\n\r\nIn a world where there are multiple offerings for everything (many organic grocery stores, tons of sushi restaurants, hundreds of nail salons),<strong> you have to meet the standard or exceed it AND then find your point of differentiation.</strong> For example, if you have a nail salon, not only do have to comply with sanitary guidelines required by law, but you should find something that your competition does not have (the most colors, the most comfortable chairs, etc.).\r\n\r\nWhat do you think? Is having a point of differentiation enough?','Is having a point of differentiation enough?','','publish','open','open','','is-having-a-point-of-differentiation-enough','','','2013-10-14 18:02:26','2013-10-14 18:02:26','',0,'http://deborahbrody.com/?p=2362',0,'post','',2),
(2311,4,'2013-08-26 12:29:50','2013-08-26 12:29:50','I had a conversation with a potential client the other day, and she was saying she wasn\'t sure she needed to continue advertising as most of her customers came from word of mouth/referral.\r\n\r\nWord-of-mouth and referrals are very powerful marketing forces, but they do not operate in a vacuum. Most people take their time making a decision, even when they have a referral (or referrals) in hand.  People often like to do some research themselves, even when they have glowing recommendations (just because a hair salon did wonders for straight-haired Jane does not mean they can do wonders for curly-haired Joan). This is why you need to reinforce your message.\r\n\r\n<strong>Often, you need to remind your potential clients/customers of why they should consider working for you.</strong> You also need to let them know the basics: how to contact you, where you are located, who you work with, how much you charge, what your services/products are.\r\n\r\nHow do you reinforce your message? You can do it several ways:\r\n\r\n1. Have an updated, attractive, easy-to-navigate website.\r\n\r\n2. Have marketing materials such as ads, brochures, etc. as necessary for your target. For example, if your target audience reads specialized journals, it makes sense to advertise there. If your target walks past your store, it may make sense to have brochures or information cards available.\r\n\r\n3. Have an updated, complete LinkedIn profile and on other social media channels as appropriate.\r\n\r\n&nbsp;\r\n\r\nRelying on word of mouth without reinforcing the positive referral will not always result in business for you and could actually work against you.\r\n\r\nWhat are you doing to reinforce your message?','Are you reinforcing your message?','','publish','open','open','','are-you-reinforcing-your-message','','','2013-08-26 12:29:50','2013-08-26 12:29:50','',0,'http://deborahbrody.com/?p=2311',0,'post','',0),
(2312,4,'2013-08-23 14:48:26','2013-08-23 14:48:26','I had a conversation with a potential client the other day, and she was saying she wasn\'t sure she needed to continue advertising as most of her customers came from word of mouth/referral.\n\nWord-of-mouth and referrals are very powerful marketing forces, but they do not operate in a vacuum. The thing is that most people take their time making a decision, even when they have a referral (or referrals) in hand.  People often like to do some research themselves, even when they have glowing recommendations (just because a hair salon did wonders for straight-haired Jane does not mean they can do wonders for curly-hair Joan). This is why you need to reinforce your message.\n\nHow do you reinforce your message? You can do it several ways:\n\n1. Have an updated, attractive, easy-to-navigate website.\n\n2. Have marketing materials such as ads, brochures, etc. as necessary for your target. For example, if your target audience reads specialized journals, it makes sense to advertise there. If your target walks past your store, it may make sense to have brochures or information cards available.\n\n3. Have an updated, complete LinkedIn profile and on other social media channels as appropriate.\n\nOften, you need to remind your potential clients/customers of why they should consider working for you. You also need to let them know the basics: how to contact you, where you are located, who you work with, how much you charge, what your services/products are.\n\nRelying on word of mouth without reinforcing the positive','Are you reinforcing your message?','','inherit','open','open','','2311-revision','','','2013-08-23 14:48:26','2013-08-23 14:48:26','',2311,'http://deborahbrody.com/2013/08/2311-revision/',0,'revision','',0),
(2313,4,'2013-08-23 14:51:10','2013-08-23 14:51:10','I had a conversation with a potential client the other day, and she was saying she wasn\'t sure she needed to continue advertising as most of her customers came from word of mouth/referral.\n\nWord-of-mouth and referrals are very powerful marketing forces, but they do not operate in a vacuum. Tmost people take their time making a decision, even when they have a referral (or referrals) in hand.  People often like to do some research themselves, even when they have glowing recommendations (just because a hair salon did wonders for straight-haired Jane does not mean they can do wonders for curly-hair Joan). This is why you need to reinforce your message.\n\nHow do you reinforce your message? You can do it several ways:\n\n1. Have an updated, attractive, easy-to-navigate website.\n\n2. Have marketing materials such as ads, brochures, etc. as necessary for your target. For example, if your target audience reads specialized journals, it makes sense to advertise there. If your target walks past your store, it may make sense to have brochures or information cards available.\n\n3. Have an updated, complete LinkedIn profile and on other social media channels as appropriate.\n\nOften, you need to remind your potential clients/customers of why they should consider working for you. You also need to let them know the basics: how to contact you, where you are located, who you work with, how much you charge, what your services/products are.\n\nRelying on word of mouth without reinforcing the positive referral will not always result in business for you and could actually work against you.','Are you reinforcing your message?','','inherit','open','open','','2311-revision-2','','','2013-08-23 14:51:10','2013-08-23 14:51:10','',2311,'http://deborahbrody.com/2013/08/2311-revision-2/',0,'revision','',0),
(2314,4,'2013-08-26 12:29:44','2013-08-26 12:29:44','I had a conversation with a potential client the other day, and she was saying she wasn\'t sure she needed to continue advertising as most of her customers came from word of mouth/referral.\n\nWord-of-mouth and referrals are very powerful marketing forces, but they do not operate in a vacuum. Most people take their time making a decision, even when they have a referral (or referrals) in hand.  People often like to do some research themselves, even when they have glowing recommendations (just because a hair salon did wonders for straight-haired Jane does not mean they can do wonders for curly-haired Joan). This is why you need to reinforce your message.\n\n<strong>Often, you need to remind your potential clients/customers of why they should consider working for you.</strong> You also need to let them know the basics: how to contact you, where you are located, who you work with, how much you charge, what your services/products are.\n\nHow do you reinforce your message? You can do it several ways:\n\n1. Have an updated, attractive, easy-to-navigate website.\n\n2. Have marketing materials such as ads, brochures, etc. as necessary for your target. For example, if your target audience reads specialized journals, it makes sense to advertise there. If your target walks past your store, it may make sense to have brochures or information cards available.\n\n3. Have an updated, complete LinkedIn profile and on other social media channels as appropriate.\n\n&nbsp;\n\nRelying on word of mouth without reinforcing the positive referral will not always result in business for you and could actually work against you.\n\nWhat are you doing to reinforce your message? D','Are you reinforcing your message?','','inherit','open','open','','2311-revision-3','','','2013-08-26 12:29:44','2013-08-26 12:29:44','',2311,'http://deborahbrody.com/2013/08/2311-revision-3/',0,'revision','',0),
(2315,4,'2013-08-26 12:30:56','2013-08-26 12:30:56','I had a conversation with a potential client the other day, and she was saying she wasn\'t sure she needed to continue advertising as most of her customers came from word of mouth/referral.\n\nWord-of-mouth and referrals are very powerful marketing forces, but they do not operate in a vacuum. Most people take their time making a decision, even when they have a referral (or referrals) in hand.  People often like to do some research themselves, even when they have glowing recommendations (just because a hair salon did wonders for straight-haired Jane does not mean they can do wonders for curly-haired Joan). This is why you need to reinforce your message.\n\n<strong>Often, you need to remind your potential clients/customers of why they should consider working for you.</strong> You also need to let them know the basics: how to contact you, where you are located, who you work with, how much you charge, what your services/products are.\n\nHow do you reinforce your message? You can do it several ways:\n\n1. Have an updated, attractive, easy-to-navigate website.\n\n2. Have marketing materials such as ads, brochures, etc. as necessary for your target. For example, if your target audience reads specialized journals, it makes sense to advertise there. If your target walks past your store, it may make sense to have brochures or information cards available.\n\n3. Have an updated, complete LinkedIn profile and on other social media channels as appropriate.\n\n&nbsp;\n\nRelying on word of mouth without reinforcing the positive referral will not always result in business for you and could actually work against you.\n\nWhat are you doing to reinforce your message?','Are you reinforcing your message?','','inherit','open','open','','2311-autosave','','','2013-08-26 12:30:56','2013-08-26 12:30:56','',2311,'http://deborahbrody.com/2013/08/2311-autosave/',0,'revision','',0),
(2316,4,'2013-08-27 13:51:23','2013-08-27 13:51:23','Several weeks ago, I told you all about<a title=\"Do you know what your customer’s experience is really like?\" href=\"http://deborahbrody.com/2013/07/do-you-know-what-your-customers-experience-is-really-like/\"> the awful experience</a> that passes itself of as the Holiday Inn Express. One of the smaller, yet super annoying, things wrong there was the fact that in the (cramped) bathroom, there was no soap dish.  A stand holding the usual hotel toiletries, including soap bars, was cluttering the minimal counter space, but there was no place to put the soap once you opened the plastic wrapping.  The soap kept sliding  to the floor after I washed my hands.\r\n\r\n[caption id=\"\" align=\"aligncenter\" width=\"450\"]<a title=\"Soap by Radio.Guy, on Flickr\" href=\"http://www.flickr.com/photos/radioguy/1554875771/\"><img alt=\"Soap\" src=\"http://farm3.staticflickr.com/2035/1554875771_327f03c278.jpg\" width=\"450\" height=\"310\" /></a> Soap by Radio.Guy on Flickr[/caption]\r\n\r\nJust a few weeks before my stay at the HIE, I stayed at a boutique inn in the same city. Among the many amenities was a soap dish in the bathroom. It was a nice touch. It showed the inn had considered the guest\'s needs (and that someone somewhere had actually used soap to wash their hands at some point, which apparently the managers at the HIE never had done).\r\n\r\nIt\'s really very simple: You have to consider people\'s needs and how they do things. Providing a great hotel experience OR an effective website DEPENDS on whether you are considering your end user (your guest, your audience). How does a person use your product? What does a person need to navigate your site?\r\n\r\nHave you ever been to a website where you can\'t find what you are looking for? I bet you have! Those websites are generally cluttered with tons of information that is not organized for the user but rather for the idiosyncrasies of the various organizational departments (Sales &amp; Promotion says we need to include this, Legal says we have to include that).\r\n\r\nThe other day I was looking for a blog on an organizational website and I didn\'t see it where you would normally. I figured it did not exist. I was wrong. It was under \"publications.\" Why? Because the Publications Department is in charge of the blog. Publications clearly doesn\'t understand website visitors. Those visitors aren\'t familiar with (nor do they care about) your organizational hierarchy!\r\n\r\nThis is where user experience or UX comes in. UX specialists are there to make your website friendly to visitors. If a visitor wants to find your calendar of events, he or she will find it easily instead of clicking through various places. There are ways to make website navigation easy and sensible.\r\n\r\nPerhaps you are a small organization that can\'t afford to hire a usability expert to assess and fix your website. Just think about the soap dish. Do you have what your visitors need? Where would they easily find it?\r\n\r\n<strong>If you fail to think about how people actually use your product or service, then you will fail to serve their needs.</strong>\r\n\r\n&nbsp;','Where is the soap dish? (Or why UX is important.)','','publish','open','open','','where-is-the-soap-dish-or-why-ux-is-important','','\nhttp://deborahbrody.com/2013/07/do-you-know-what-your-customers-experience-is-really-like/','2013-08-27 13:53:54','2013-08-27 13:53:54','',0,'http://deborahbrody.com/?p=2316',0,'post','',0),
(2317,4,'2013-08-27 13:49:22','2013-08-27 13:49:22','Several weeks ago, I told you all about<a title=\"What your latest hotel stay can teach you about marketing\" href=\"http://deborahbrody.com/2013/06/what-your-latest-hotel-stay-can-teach-you-about-marketing/\"> the awful experience</a> that passes itself of as the Holiday Inn Express. One of the smaller, yet super annoying, things wrong there was the fact that in the (cramped) bathroom, there was no soap dish.  A stand holding the usual hotel toiletries, including soap bars, was cluttering the minimal counter space, but there was no place to put the soap once you opened the plastic wrapping.  The soap kept sliding  to the floor after I washed my hands.\n\n<a title=\"Soap by Radio.Guy, on Flickr\" href=\"http://www.flickr.com/photos/radioguy/1554875771/\"><img alt=\"Soap\" src=\"http://farm3.staticflickr.com/2035/1554875771_327f03c278.jpg\" width=\"500\" height=\"344\" /></a>\n\nJust a few weeks before my stay at the HIE, I stayed at a boutique inn in the same city. Among the many amenities was a soap dish in the bathroom. It was a nice touch. It showed the inn had considered the guest\'s needs (and that someone somewhere had actually used soap to wash their hands at some point, which apparently the managers at the HIE never had done).\n\nIt\'s really very simple: You have to consider people\'s needs and how they do things. Providing a great hotel experience OR an effective website DEPENDS on whether you are considering your end user (your guest, your audience). How does a person use your product? What does a person need to navigate your site?\n\nHave you ever been to a website where you can\'t find what you are looking for? I bet you have! Those websites are generally cluttered with tons of information that is not organized for the user but rather for the idiosyncrasies of the various organizational departments (Sales &amp; Promotion says we need to include this, Legal says we have to include that).\n\nThe other day I was looking for a blog on an organizational website and I didn\'t see it where you would normally. I figured it did not exist. I was wrong. It was under \"publications.\" Why? Because the Publications Department is in charge of the blog. Publications clearly doesn\'t understand website visitors. Those visitors aren\'t familiar with (nor do they care about) your organizational hierarchy!\n\nThis is where user experience or UX comes in. UX specialists are there to make your website friendly to visitors. If a visitor wants to find your calendar of events, he or she will find it easily instead of clicking through various places. There are ways to make website navigation easy and sensible.\n\nPerhaps you are a small organization that can\'t afford to hire a usability expert to assess and fix your website. Just think about the soap dish. Do you have what your visitors need? Where would they easily find it?\n\n<strong>If you fail to think about how people actually use your product or service, then you will fail to serve their needs.</strong>\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;','Where is the soap dish? (Or why UX is important.)','','inherit','open','open','','2316-revision','','','2013-08-27 13:49:22','2013-08-27 13:49:22','',2316,'http://deborahbrody.com/2013/08/2316-revision/',0,'revision','',0),
(2318,4,'2013-08-27 13:50:22','2013-08-27 13:50:22','Several weeks ago, I told you all about<a title=\"What your latest hotel stay can teach you about marketing\" href=\"http://deborahbrody.com/2013/06/what-your-latest-hotel-stay-can-teach-you-about-marketing/\"> the awful experience</a> that passes itself of as the Holiday Inn Express. One of the smaller, yet super annoying, things wrong there was the fact that in the (cramped) bathroom, there was no soap dish.  A stand holding the usual hotel toiletries, including soap bars, was cluttering the minimal counter space, but there was no place to put the soap once you opened the plastic wrapping.  The soap kept sliding  to the floor after I washed my hands.\n\n[caption id=\"\" align=\"aligncenter\" width=\"450\"]<a title=\"Soap by Radio.Guy, on Flickr\" href=\"http://www.flickr.com/photos/radioguy/1554875771/\"><img alt=\"Soap\" src=\"http://farm3.staticflickr.com/2035/1554875771_327f03c278.jpg\" width=\"450\" height=\"310\" /></a> Soap by Radio.Guy on Flickr[/caption]\n<p style=\"text-align: center;\"></p>\nJust a few weeks before my stay at the HIE, I stayed at a boutique inn in the same city. Among the many amenities was a soap dish in the bathroom. It was a nice touch. It showed the inn had considered the guest\'s needs (and that someone somewhere had actually used soap to wash their hands at some point, which apparently the managers at the HIE never had done).\n\nIt\'s really very simple: You have to consider people\'s needs and how they do things. Providing a great hotel experience OR an effective website DEPENDS on whether you are considering your end user (your guest, your audience). How does a person use your product? What does a person need to navigate your site?\n\nHave you ever been to a website where you can\'t find what you are looking for? I bet you have! Those websites are generally cluttered with tons of information that is not organized for the user but rather for the idiosyncrasies of the various organizational departments (Sales &amp; Promotion says we need to include this, Legal says we have to include that).\n\nThe other day I was looking for a blog on an organizational website and I didn\'t see it where you would normally. I figured it did not exist. I was wrong. It was under \"publications.\" Why? Because the Publications Department is in charge of the blog. Publications clearly doesn\'t understand website visitors. Those visitors aren\'t familiar with (nor do they care about) your organizational hierarchy!\n\nThis is where user experience or UX comes in. UX specialists are there to make your website friendly to visitors. If a visitor wants to find your calendar of events, he or she will find it easily instead of clicking through various places. There are ways to make website navigation easy and sensible.\n\nPerhaps you are a small organization that can\'t afford to hire a usability expert to assess and fix your website. Just think about the soap dish. Do you have what your visitors need? Where would they easily find it?\n\n<strong>If you fail to think about how people actually use your product or service, then you will fail to serve their needs.</strong>\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;','Where is the soap dish? (Or why UX is important.)','','inherit','open','open','','2316-revision-2','','','2013-08-27 13:50:22','2013-08-27 13:50:22','',2316,'http://deborahbrody.com/2013/08/2316-revision-2/',0,'revision','',0),
(2319,4,'2013-08-27 13:51:03','2013-08-27 13:51:03','Several weeks ago, I told you all about<a title=\"Do you know what your customer’s experience is really like?\" href=\"http://deborahbrody.com/2013/07/do-you-know-what-your-customers-experience-is-really-like/\"> the awful experience</a> that passes itself of as the Holiday Inn Express. One of the smaller, yet super annoying, things wrong there was the fact that in the (cramped) bathroom, there was no soap dish.  A stand holding the usual hotel toiletries, including soap bars, was cluttering the minimal counter space, but there was no place to put the soap once you opened the plastic wrapping.  The soap kept sliding  to the floor after I washed my hands.\r\n\r\n[caption id=\"\" align=\"aligncenter\" width=\"450\"]<a title=\"Soap by Radio.Guy, on Flickr\" href=\"http://www.flickr.com/photos/radioguy/1554875771/\"><img alt=\"Soap\" src=\"http://farm3.staticflickr.com/2035/1554875771_327f03c278.jpg\" width=\"450\" height=\"310\" /></a> Soap by Radio.Guy on Flickr[/caption]\r\n<p style=\"text-align: center;\"></p>\r\nJust a few weeks before my stay at the HIE, I stayed at a boutique inn in the same city. Among the many amenities was a soap dish in the bathroom. It was a nice touch. It showed the inn had considered the guest\'s needs (and that someone somewhere had actually used soap to wash their hands at some point, which apparently the managers at the HIE never had done).\r\n\r\nIt\'s really very simple: You have to consider people\'s needs and how they do things. Providing a great hotel experience OR an effective website DEPENDS on whether you are considering your end user (your guest, your audience). How does a person use your product? What does a person need to navigate your site?\r\n\r\nHave you ever been to a website where you can\'t find what you are looking for? I bet you have! Those websites are generally cluttered with tons of information that is not organized for the user but rather for the idiosyncrasies of the various organizational departments (Sales &amp; Promotion says we need to include this, Legal says we have to include that).\r\n\r\nThe other day I was looking for a blog on an organizational website and I didn\'t see it where you would normally. I figured it did not exist. I was wrong. It was under \"publications.\" Why? Because the Publications Department is in charge of the blog. Publications clearly doesn\'t understand website visitors. Those visitors aren\'t familiar with (nor do they care about) your organizational hierarchy!\r\n\r\nThis is where user experience or UX comes in. UX specialists are there to make your website friendly to visitors. If a visitor wants to find your calendar of events, he or she will find it easily instead of clicking through various places. There are ways to make website navigation easy and sensible.\r\n\r\nPerhaps you are a small organization that can\'t afford to hire a usability expert to assess and fix your website. Just think about the soap dish. Do you have what your visitors need? Where would they easily find it?\r\n\r\n<strong>If you fail to think about how people actually use your product or service, then you will fail to serve their needs.</strong>\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;','Where is the soap dish? (Or why UX is important.)','','inherit','open','open','','2316-revision-3','','','2013-08-27 13:51:03','2013-08-27 13:51:03','',2316,'http://deborahbrody.com/2013/08/2316-revision-3/',0,'revision','',0),
(2321,4,'2013-08-29 14:40:30','2013-08-29 14:40:30','If you doubt the power of advertising, then do yourself a favor and watch <a href=\"http://sonyclassics.com/no/\" target=\"_blank\">No,</a> the movie by Pablo Larrain, featuring Mexican actor Gael Garcia Bernal. The movie (now available in DVD), in Spanish, is set in 1988 Chile, where the government of Augusto Pinochet has been forced by international pressure to call a referendum to see whether the public will support eight more years. Voters who support Pinochet will vote yes, and those who oppose him will vote no.\r\n\r\nThe No campaign hires Rene Saavedra (played by Garcia Bernal) to come up with a concept. Saavedra, who works for the ad agency hired by the government\'s Si campaign, has a track record of edgy, successful campaigns. Saavedra thinks the No campaign needs to feature happiness, thus equating a negative concept (no) with being happy. He commissions a song about happiness and develops a \"happy\" logo.\r\n\r\nAs a marketing communications writer and consultant, I was very interested in seeing how Saavedra\'s concepts were received by the No campaign. Since they were fighting an ideological campaign, they believed you had to make a case to the people (Pinochet has killed, tortured and disappeared thousands of people). Saavedra\'s reaction is that that would not be a pleasant, nice message. The campaign recoils, saying that of course it isn\'t a nice message. But Saavedra prevails, getting them to see that people don\'t want to scared and oppressed by negativity.\r\n\r\nYou will need to watch the movie to see how the opposing sides deal with each other, but suffice it to say that Saavedra was right. People respond better to a positive message, or at least pay more attention. He succeeded in putting the Si campaign on the defensive.\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;','Selling \"no\"','','publish','open','open','','selling-no','','','2013-08-29 14:40:30','2013-08-29 14:40:30','',0,'http://deborahbrody.com/?p=2321',0,'post','',0),
(2320,4,'2013-08-27 13:51:23','2013-08-27 13:51:23','Several weeks ago, I told you all about<a title=\"Do you know what your customer’s experience is really like?\" href=\"http://deborahbrody.com/2013/07/do-you-know-what-your-customers-experience-is-really-like/\"> the awful experience</a> that passes itself of as the Holiday Inn Express. One of the smaller, yet super annoying, things wrong there was the fact that in the (cramped) bathroom, there was no soap dish.  A stand holding the usual hotel toiletries, including soap bars, was cluttering the minimal counter space, but there was no place to put the soap once you opened the plastic wrapping.  The soap kept sliding  to the floor after I washed my hands.\r\n\r\n[caption id=\"\" align=\"aligncenter\" width=\"450\"]<a title=\"Soap by Radio.Guy, on Flickr\" href=\"http://www.flickr.com/photos/radioguy/1554875771/\"><img alt=\"Soap\" src=\"http://farm3.staticflickr.com/2035/1554875771_327f03c278.jpg\" width=\"450\" height=\"310\" /></a> Soap by Radio.Guy on Flickr[/caption]\r\n\r\nJust a few weeks before my stay at the HIE, I stayed at a boutique inn in the same city. Among the many amenities was a soap dish in the bathroom. It was a nice touch. It showed the inn had considered the guest\'s needs (and that someone somewhere had actually used soap to wash their hands at some point, which apparently the managers at the HIE never had done).\r\n\r\nIt\'s really very simple: You have to consider people\'s needs and how they do things. Providing a great hotel experience OR an effective website DEPENDS on whether you are considering your end user (your guest, your audience). How does a person use your product? What does a person need to navigate your site?\r\n\r\nHave you ever been to a website where you can\'t find what you are looking for? I bet you have! Those websites are generally cluttered with tons of information that is not organized for the user but rather for the idiosyncrasies of the various organizational departments (Sales &amp; Promotion says we need to include this, Legal says we have to include that).\r\n\r\nThe other day I was looking for a blog on an organizational website and I didn\'t see it where you would normally. I figured it did not exist. I was wrong. It was under \"publications.\" Why? Because the Publications Department is in charge of the blog. Publications clearly doesn\'t understand website visitors. Those visitors aren\'t familiar with (nor do they care about) your organizational hierarchy!\r\n\r\nThis is where user experience or UX comes in. UX specialists are there to make your website friendly to visitors. If a visitor wants to find your calendar of events, he or she will find it easily instead of clicking through various places. There are ways to make website navigation easy and sensible.\r\n\r\nPerhaps you are a small organization that can\'t afford to hire a usability expert to assess and fix your website. Just think about the soap dish. Do you have what your visitors need? Where would they easily find it?\r\n\r\n<strong>If you fail to think about how people actually use your product or service, then you will fail to serve their needs.</strong>\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;','Where is the soap dish? (Or why UX is important.)','','inherit','open','open','','2316-revision-4','','','2013-08-27 13:51:23','2013-08-27 13:51:23','',2316,'http://deborahbrody.com/2013/08/2316-revision-4/',0,'revision','',0),
(2322,4,'2013-08-29 14:39:37','2013-08-29 14:39:37','If you doubt the power of advertising, then do yourself a favor and watch <a href=\"http://sonyclassics.com/no/\" target=\"_blank\">No,</a> the movie by Pablo Larrain, featuring Gael Garcia Bernal. The movie (now available in DVD), in Spanish, is set in 1988 Chile, where the government of Augusto Pinochet has been forced by international pressure to call a referendum to see whether the public will support eight more years. Voters who support Pinochet will vote yes, and those who oppose him will vote no.\n\nThe No campaign hires Rene Saavedra (played by Garcia Bernal) to come up with a concept. Saavedra, who works for the ad agency hired by the government\'s Si campaign, has a track record of edgy, successful campaigns. Saavedra thinks the No campaign needs to feature happiness, thus equating a negative concept (no) with being happy. He commissions a song about happiness and develops a \"happy\" logo.\n\nAs a marketing communications writer and consultant, I was very interested in seeing how Saavedra\'s concepts were received by the No campaign. Since they were fighting an ideological campaign, they believed you had to make a case to the people (Pinochet has killed, tortured and disappeared thousands of people). Saavedra\'s reaction is that that would not be a pleasant, nice message. The campaign recoils, saying that of course it isn\'t a nice message. But Saavedra prevails, getting them to see that people don\'t want to scared and oppressed by negativity.\n\nYou will need to watch the movie to see how the opposing sides deal with each other, but suffice it to say that Saavedra was right. People respond better to a positive message, or at least pay more attention. He succeeded in putting the Si campaign on the defensive.\n\n&nbsp;\n\n&nbsp;\n\n&nbsp;','Selling \"no\"','','inherit','open','open','','2321-revision','','','2013-08-29 14:39:37','2013-08-29 14:39:37','',2321,'http://deborahbrody.com/2013/08/2321-revision/',0,'revision','',0),
(2323,4,'2013-08-29 21:09:09','2013-08-29 21:09:09','This is a test post. I apologize for any inconvenience.','Test post','','publish','open','open','','test-post','','','2013-08-29 21:09:09','2013-08-29 21:09:09','',0,'http://deborahbrody.com/?p=2323',0,'post','',0),
(2324,4,'2013-08-29 21:08:39','2013-08-29 21:08:39','','Testing','','inherit','open','open','','2323-revision','','','2013-08-29 21:08:39','2013-08-29 21:08:39','',2323,'http://deborahbrody.com/2013/08/2323-revision/',0,'revision','',0),
(2325,4,'2013-08-29 21:10:14','2013-08-29 21:10:14','This is a test post. I apologize for any inconvenience.','Test post','','inherit','open','open','','2323-autosave','','','2013-08-29 21:10:14','2013-08-29 21:10:14','',2323,'http://deborahbrody.com/2013/08/2323-autosave/',0,'revision','',0),
(2328,4,'2013-09-10 14:27:55','2013-09-10 14:27:55','Google\'s decision to kill Google Reader has impacted more than our ability to have all our blog feeds in one easy-to-access place, it has impacted many blogs and their ability to be read at all. You see, Google did not give anybody a real alternative to Reader. Some jumped in, like Feedly, making it easy to transfer your feeds to their readers. For some users of Google Reader, it was hard to decide which of the many alternatives out there to use, so they didn\'t transfer their feeds, and now, that ability is lost.\r\n\r\nIn the past few weeks, I started to notice that this blog\'s feed was taking several days to update on Feedly (which is the alternative I chose). Then, the last two or three posts NEVER updated at all. I wrote to Feedly this morning, and their customer service rep told me that it is a capacity issue on which they are working. In the meantime, people who are looking for this blog on Feedly think I haven\'t written anything in two weeks. And you may not even see this post.\r\n\r\nThe demise of Google Reader may turn out to be a disaster for many smaller blogs like this. Unless Feedly steps up, and all readers out there have the capacity that Google offered, blogs will be affected. Once you aren\'t present, you disappear from people\'s minds. With the plethora of blogs and other content available, the competition is intense. To have cut through the clutter and made it on to people\'s Google Reader only to be demolished by an nonexistent \"transition\" is not only a real shame but could be a destroyer of business.\r\n\r\nI am not sure what to do. I will continue posting my content to Twitter, LinkedIn and Facebook as appropriate, and people are free to subscribe via email (and that updates instantly as the post is published).\r\n\r\nIf you are reading this post, what do you suggest?','You may not see this post','','inherit','open','open','','2327-revision-v1','','','2013-09-10 14:27:55','2013-09-10 14:27:55','',2327,'http://deborahbrody.com/2013/09/2327-revision-v1/',0,'revision','',0),
(2330,4,'2013-09-11 14:57:46','2013-09-11 14:57:46','In the past day alone, I have received four marketing/communications emails that are indicative of a huge amount of carelessness or ignorance or both. In each case, spending a bit more time checking the following would result in a more effective email.\r\n\r\n<strong>Check you spelling without depending on spell check</strong>\r\n\r\n\"Your invited to join us\" was in the subject line of one email and in the the body of another.  Depending on spell check without actually reading your email will let this type of ignorant email go through.  In case you\'re wondering what is wrong with that line, please read this sentence.\r\n\r\n<strong>Check dates carefully</strong>\r\n\r\nI got an invitation for an event taking place on Monday, September 20th. Except that September 20th is a Friday. And it turns out the event is actually on Monday, September 16th.\r\n\r\n<strong>Be careful with automated replies</strong>\r\n\r\nAs you<a title=\"You may not see this post\" href=\"http://deborahbrody.com/2013/09/you-may-not-see-this-post/\"> read yesterday</a>, this blog\'s feed was not appearing in Feedly. I wrote Feedly and I got an automated response (I didn\'t realize it was automated at the time) telling me that it was due to a capacity issue. Feedly\'s Twitter person told me this:\r\n<blockquote>it is not a capacity issue. That is an old automated email. I have asked our dev lead to look into this. Expect and answer today. -Ed</blockquote>\r\nI realize that sometimes it\'s necessary for customer service to send an automated response due to volume or because of the need to acknowledge communication. But, email communications should not be misleading or just plain wrong.\r\n\r\n<strong>The bottom line is check and then check again!</strong>\r\n\r\nEmail marketing may be very effective, but if you send out the wrong information, with incorrect spelling or grammar, you will not only not achieve your communications goals, you will appear ignorant and/or careless.\r\n\r\n&nbsp;\r\n\r\n&nbsp;','Before you send that email...','','publish','open','open','','before-you-send-that-email','','\nhttp://deborahbrody.com/2013/09/you-may-not-see-this-post/','2013-09-11 14:57:46','2013-09-11 14:57:46','',0,'http://deborahbrody.com/?p=2330',0,'post','',2),
(2331,4,'2013-09-11 14:57:46','2013-09-11 14:57:46','In the past day alone, I have received four marketing/communications emails that are indicative of a huge amount of carelessness or ignorance or both. In each case, spending a bit more time checking the following would result in a more effective email.\r\n\r\n<strong>Check you spelling without depending on spell check</strong>\r\n\r\n\"Your invited to join us\" was in the subject line of one email and in the the body of another.  Depending on spell check without actually reading your email will let this type of ignorant email go through.  In case you\'re wondering what is wrong with that line, please read this sentence.\r\n\r\n<strong>Check dates carefully</strong>\r\n\r\nI got an invitation for an event taking place on Monday, September 20th. Except that September 20th is a Friday. And it turns out the event is actually on Monday, September 16th.\r\n\r\n<strong>Be careful with automated replies</strong>\r\n\r\nAs you<a title=\"You may not see this post\" href=\"http://deborahbrody.com/2013/09/you-may-not-see-this-post/\"> read yesterday</a>, this blog\'s feed was not appearing in Feedly. I wrote Feedly and I got an automated response (I didn\'t realize it was automated at the time) telling me that it was due to a capacity issue. Feedly\'s Twitter person told me this:\r\n<blockquote>it is not a capacity issue. That is an old automated email. I have asked our dev lead to look into this. Expect and answer today. -Ed</blockquote>\r\nI realize that sometimes it\'s necessary for customer service to send an automated response due to volume or because of the need to acknowledge communication. But, email communications should not be misleading or just plain wrong.\r\n\r\n<strong>The bottom line is check and then check again!</strong>\r\n\r\nEmail marketing may be very effective, but if you send out the wrong information, with incorrect spelling or grammar, you will not only not achieve your communications goals, you will appear ignorant and/or careless.\r\n\r\n&nbsp;\r\n\r\n&nbsp;','Before you send that email...','','inherit','open','open','','2330-revision-v1','','','2013-09-11 14:57:46','2013-09-11 14:57:46','',2330,'http://deborahbrody.com/2013/09/2330-revision-v1/',0,'revision','',0),
(2332,4,'2013-09-12 14:52:49','2013-09-12 14:52:49','Do you follow yourself? It\'s not easy to do, but it\'s essential. You should be monitoring your external communications efforts or else, you just won\'t know what is going on.\r\n\r\nI have followed my own blog (first on Google Reader, and now on Feedly, though that may change) for years. Why? Because I want to see how other people see my blog. I want to make sure it is showing up and how it appears when it does. This is how I knew there was a problem with Feedly and my blog feed (detailed in<a title=\"You may not see this post\" href=\"http://deborahbrody.com/2013/09/you-may-not-see-this-post/\"> this post--read the comments please</a>). I subscribe to my blog via email too, to make sure Feedburner is operating as it should.\r\n\r\nWhen I send out email campaigns, I send it to two different emails of mine (one is Gmail and the other I monitor via Outlook). Again, I want to make sure everything looks OK. I try to check them on my smartphone too.\r\n\r\nAlthough you can\'t monitor for every iteration (for example, I don\'t own an iPad or Apple anything), you need to know how your communications are showing up in different environments, as best as possible. Perhaps you can recruit some volunteers to check for you (trusted friends or colleagues who don\'t mind giving you a had). Imagine that you are not optimizing your email for smartphones, and most of your audience reads it on that platform. If you don\'t know you aren\'t optimized,  you can\'t address it.\r\n\r\nToo many marketers (agencies included) don\'t bother to monitor their own communications. There\'s a rather prominent PR agency whose blog is a disaster, but apparently, no one has thought to check it as an outside reader, or follow it or even try to share it on social media. Then there are the countless email marketing messages that are not only not optimized for mobile or for social sharing, but that are RIFE with mistakes (grammar, spelling, content).\r\n\r\nYou must monitor yourself or direct others to monitor on your behalf. If not, you risk not knowing how people actually see you.\r\n\r\nAre you monitoring your communications? If so, how do you do it? If not, what are you waiting for?\r\n\r\n&nbsp;','Self-monitor or ....','','publish','open','open','','self-monitor-or','','\nhttp://deborahbrody.com/2013/09/you-may-not-see-this-post/','2013-09-12 14:52:49','2013-09-12 14:52:49','',0,'http://deborahbrody.com/?p=2332',0,'post','',0),
(2333,4,'2013-09-12 14:52:49','2013-09-12 14:52:49','Do you follow yourself? It\'s not easy to do, but it\'s essential. You should be monitoring your external communications efforts or else, you just won\'t know what is going on.\r\n\r\nI have followed my own blog (first on Google Reader, and now on Feedly, though that may change) for years. Why? Because I want to see how other people see my blog. I want to make sure it is showing up and how it appears when it does. This is how I knew there was a problem with Feedly and my blog feed (detailed in<a title=\"You may not see this post\" href=\"http://deborahbrody.com/2013/09/you-may-not-see-this-post/\"> this post--read the comments please</a>). I subscribe to my blog via email too, to make sure Feedburner is operating as it should.\r\n\r\nWhen I send out email campaigns, I send it to two different emails of mine (one is Gmail and the other I monitor via Outlook). Again, I want to make sure everything looks OK. I try to check them on my smartphone too.\r\n\r\nAlthough you can\'t monitor for every iteration (for example, I don\'t own an iPad or Apple anything), you need to know how your communications are showing up in different environments, as best as possible. Perhaps you can recruit some volunteers to check for you (trusted friends or colleagues who don\'t mind giving you a had). Imagine that you are not optimizing your email for smartphones, and most of your audience reads it on that platform. If you don\'t know you aren\'t optimized,  you can\'t address it.\r\n\r\nToo many marketers (agencies included) don\'t bother to monitor their own communications. There\'s a rather prominent PR agency whose blog is a disaster, but apparently, no one has thought to check it as an outside reader, or follow it or even try to share it on social media. Then there are the countless email marketing messages that are not only not optimized for mobile or for social sharing, but that are RIFE with mistakes (grammar, spelling, content).\r\n\r\nYou must monitor yourself or direct others to monitor on your behalf. If not, you risk not knowing how people actually see you.\r\n\r\nAre you monitoring your communications? If so, how do you do it? If not, what are you waiting for?\r\n\r\n&nbsp;','Self-monitor or ....','','inherit','open','open','','2332-revision-v1','','','2013-09-12 14:52:49','2013-09-12 14:52:49','',2332,'http://deborahbrody.com/2013/09/2332-revision-v1/',0,'revision','',0),
(2335,4,'2013-09-19 14:11:31','0000-00-00 00:00:00','\"I saw it on Facebook\" must be one of the most frequently said lines today. We use Facebook (and other social networks) as a shorthand way to check in with our \"friends.\" You can easily find out that Jane if off on a Caribbean vacation and that Harry is traveling for business (yet again) to China. You can see that Mary has changed her status to single and that John has invited everyone to a barbecue at his place.\r\n\r\nBut here\'s the thing: Facebook is not real life. Exchanging likes or comments on Facebook does not substitute for personal connection. If you truly want to know what is going on with someone, you will need to talk to him or her directly.\r\n\r\nFirst of all, people post selected items on Facebook. Only extremely bored people with lots of time on their hands post minute-by-minute accounts of what they are doing (went to breakfast, went to the gym, went to work, had a burger for lunch, and on and on).  People also tend to post only  positive stuff (\"my daughter is on the honor roll\" and \"I just came back from my second climb of Mount Kilimanjaro\").\r\n\r\n&nbsp;','If I saw it on Facebook, it must be true','','draft','open','open','','','','','2013-09-19 14:11:31','2013-09-19 14:11:31','',0,'http://deborahbrody.com/?p=2335',0,'post','',0),
(2336,4,'2013-09-19 14:11:31','2013-09-19 14:11:31','\"I saw it on Facebook\" must be one of the most frequently said lines today. We use Facebook (and other social networks) as a shorthand way to check in with our \"friends.\" You can easily find out that Jane if off on a Caribbean vacation and that Harry is traveling for business (yet again) to China. You can see that Mary has changed her status to single and that John has invited everyone to a barbecue at his place.\r\n\r\nBut here\'s the thing: Facebook is not real life. Exchanging likes or comments on Facebook does not substitute for personal connection. If you truly want to know what is going on with someone, you will need to talk to him or her directly.\r\n\r\nFirst of all, people post selected items on Facebook. Only extremely bored people with lots of time on their hands post minute-by-minute accounts of what they are doing (went to breakfast, went to the gym, went to work, had a burger for lunch, and on and on).  People also tend to post only  positive stuff (\"my daughter is on the honor roll\" and \"I just came back from my second climb of Mount Kilimanjaro\").\r\n\r\n&nbsp;','If I saw it on Facebook, it must be true','','inherit','open','open','','2335-revision-v1','','','2013-09-19 14:11:31','2013-09-19 14:11:31','',2335,'http://deborahbrody.com/2013/09/2335-revision-v1/',0,'revision','',0),
(2338,4,'2013-09-23 15:08:03','2013-09-23 15:08:03','What did I do this past Saturday? I attended <a href=\"http://2013.baltimore.wordcamp.org/\" target=\"_blank\">Wordpress Camp Baltimore</a> for the second time.  I think that if you blog regularly and/or help people set up blogs, you should most definitely attend  this volunteer-run event, available worldwide probably at a city near you. It is well worth the low cost of admission. If you want to find one near you, check out the <a href=\"http://central.wordcamp.org/\" target=\"_blank\">Wordpress camp site.</a>\r\n\r\n[caption id=\"attachment_2342\" align=\"aligncenter\" width=\"225\"]<a href=\"http://deborahbrody.com/wp-content/uploads/2013/09/wordpress-lanyard.jpg\"><img class=\"size-medium wp-image-2342\" alt=\"Wordpress Camp Baltimore 2013\" src=\"http://deborahbrody.com/wp-content/uploads/2013/09/wordpress-lanyard-225x300.jpg\" width=\"225\" height=\"300\" /></a> Wordpress Camp Baltimore 2013[/caption]\r\n\r\nI attended five sessions out of the total of 15. There were two tracks: one directed to the developers and one to users.  Obviously, what I learned would be more useful to a user than a developer.\r\n<h4>Social media must be integrated into both your actual blog and your blog\'s strategy</h4>\r\n<ul>\r\n	<li>Google + indexes faster, so consider setting up your Google + authorship description</li>\r\n	<li>You need both inbound and outbound social media plugins</li>\r\n	<li>Check out the Tweet Old Post plugin to be able to use your older blog posts</li>\r\n	<li>Be careful with sending people to social networks--the last thing you want to do is lead someone away from your site.</li>\r\n</ul>\r\n<h4> SEO keeps changing but there are several things you can do to keep your site visible</h4>\r\n<ul>\r\n	<li>Use the Wordpress SEO by Yoast plugin--highly recommended by tons of people</li>\r\n	<li>Name all your images</li>\r\n	<li>Do not ever write \"click here.\" Write a description.</li>\r\n	<li>Organize your content well--Google likes organized websites--using headings, etc.</li>\r\n	<li>Optimize your site so users like it</li>\r\n	<li>Include rich content--pics, graphs, videos</li>\r\n	<li>Watch your page speed (you may need to cache you website using plugins like WP Super Cache)</li>\r\n	<li>Install and submit a site map using the Google XML Sitemap plugin</li>\r\n</ul>\r\n<h4>Producing your own podcast is not that hard</h4>\r\n<ul>\r\n	<li>What you need to produce a podcast is: a blog, hosting that provides enough bandwidth, artwork/branding materials and a podcast feed. You will also need a microphone and a way to edit your audio.</li>\r\n	<li>Use editors like Audacity.</li>\r\n	<li>Look into podcasting plugins like PodPress and PowerPress</li>\r\n</ul>\r\n<h4>Blogs and Wordpress sites make content marketing easier</h4>\r\n<ul>\r\n	<li>Content marketing\'s purpose is to drive profitable (however you define it) customer action.</li>\r\n	<li>Content marketing is about providing relevant, valuable (educational) and enjoyable material for your audience/user</li>\r\n	<li>Remember that customers care about themselves not you</li>\r\n	<li>Keyword research is key (you must know what keywords your customers would use to find your service/product)</li>\r\n	<li>When you provide valuable content, the reader/user is bound by the need to reciprocate since humans have  a deep seated need to return favors.</li>\r\n	<li>Remember that information that is exclusive is more persuasive (this is only available for a limited time)</li>\r\n	<li>Humans are more receptive to requests from people who appear to be authorities or experts.</li>\r\n	<li>Read <span style=\"text-decoration: underline;\">Influence: The Psychology of Persuasion</span> by Robert Cialdini</li>\r\n</ul>\r\nThanks to the following presenters:\r\n<ul>\r\n	<li>AkilahThompkins-Robinson</li>\r\n	<li>Byron Warnken</li>\r\n	<li>Arsham and Josh from Webmechanix</li>\r\n	<li>Douglas Bell</li>\r\n	<li>Shane Powers</li>\r\n</ul>\r\n&nbsp;','Top blogging lessons from Wordpress Camp Baltimore 2013','','publish','open','open','','top-blogging-lessons-from-wordpress-camp-baltimore-2013','','','2013-09-23 15:08:03','2013-09-23 15:08:03','',0,'http://deborahbrody.com/?p=2338',0,'post','',2),
(2339,4,'2013-09-23 14:44:44','2013-09-23 14:44:44','What did I do this past Saturday? I attended <a href=\"http://2013.baltimore.wordcamp.org/\" target=\"_blank\">Wordpress Camp Baltimore</a> for the second time.  I think that if you blog regularly and/or help people set up blogs, you should most definitely attend  this volunteer-run event, available worldwide probably at a city near you. It is well worth the low cost of admission. If you want to find one near you, check out the <a href=\"http://central.wordcamp.org/\" target=\"_blank\">Wordpress camp site.</a>\r\n\r\nI attended five sessions out of the total of 15. There were two tracks: one directed to the developers and one to the users.  Obviously, what I learned would be more useful to a user than a developer.\r\n<h4>Social media must be integrated into both your blog and your blog\'s strategy</h4>\r\nGoogle + indexes faster, so consider setting up your Google + authorship description\r\n\r\nYou need both inbound and outbound social media plugins\r\n\r\nCheck out the Tweet Old Post plugin to be able to use your older blog posts\r\n\r\nBe careful with sending people to social networks--the last thing you want to do is lead someone away from your site.\r\n\r\n&nbsp;','Top lessons from Wordpress Camp Baltimore 2013','','inherit','open','open','','2338-revision-v1','','','2013-09-23 14:44:44','2013-09-23 14:44:44','',2338,'http://deborahbrody.com/2013/09/2338-revision-v1/',0,'revision','',0),
(2340,4,'2013-09-23 14:52:55','2013-09-23 14:52:55','What did I do this past Saturday? I attended <a href=\"http://2013.baltimore.wordcamp.org/\" target=\"_blank\">Wordpress Camp Baltimore</a> for the second time.  I think that if you blog regularly and/or help people set up blogs, you should most definitely attend  this volunteer-run event, available worldwide probably at a city near you. It is well worth the low cost of admission. If you want to find one near you, check out the <a href=\"http://central.wordcamp.org/\" target=\"_blank\">Wordpress camp site.</a>\r\n\r\nI attended five sessions out of the total of 15. There were two tracks: one directed to the developers and one to the users.  Obviously, what I learned would be more useful to a user than a developer.\r\n<h4>Social media must be integrated into both your blog and your blog\'s strategy</h4>\r\n<ul>\r\n	<li>Google + indexes faster, so consider setting up your Google + authorship description</li>\r\n	<li>You need both inbound and outbound social media plugins</li>\r\n	<li>Check out the Tweet Old Post plugin to be able to use your older blog posts</li>\r\n	<li>Be careful with sending people to social networks--the last thing you want to do is lead someone away from your site.</li>\r\n</ul>\r\n<h4> SEO keeps changing but there are several things you can do to keep your site visible</h4>\r\n<ul>\r\n	<li>Use the Wordpress SEO by Yoast plugin--highly recommended by tons of people</li>\r\n	<li>Name all your images</li>\r\n	<li>Do not ever write \"click here.\" Write a description.</li>\r\n	<li>Organize your content well--Google likes organized websites--using headings, etc.</li>\r\n	<li>Optimize your site so users like it</li>\r\n	<li>Include rich content--pics, graphs, videos</li>\r\n	<li>Watch your page speed (you may need to cache you website using plugins like WP Super Cache)</li>\r\n	<li>Install and submit a site map using the Google XML Sitemap plugin</li>\r\n</ul>\r\n<h4>Producing your own podcast is not that hard</h4>\r\n<ul>\r\n	<li>What you need to produce a podcast is: a blog, hosting that provides enough bandwidth, artwork/branding materials and a podcast feed. You will also need a microphone and a way to edit your audio.</li>\r\n	<li>Use editors like Audacity.</li>\r\n	<li>Look into podcasting plugins like PodPress and PowerPress</li>\r\n</ul>','Top lessons from Wordpress Camp Baltimore 2013','','inherit','open','open','','2338-revision-v1','','','2013-09-23 14:52:55','2013-09-23 14:52:55','',2338,'http://deborahbrody.com/2013/09/2338-revision-v1/',0,'revision','',0),
(2341,4,'2013-09-23 15:00:13','2013-09-23 15:00:13','What did I do this past Saturday? I attended <a href=\"http://2013.baltimore.wordcamp.org/\" target=\"_blank\">Wordpress Camp Baltimore</a> for the second time.  I think that if you blog regularly and/or help people set up blogs, you should most definitely attend  this volunteer-run event, available worldwide probably at a city near you. It is well worth the low cost of admission. If you want to find one near you, check out the <a href=\"http://central.wordcamp.org/\" target=\"_blank\">Wordpress camp site.</a>\r\n\r\nI attended five sessions out of the total of 15. There were two tracks: one directed to the developers and one to the users.  Obviously, what I learned would be more useful to a user than a developer.\r\n<h4>Social media must be integrated into both your actual blog and your blog\'s strategy</h4>\r\n<ul>\r\n	<li>Google + indexes faster, so consider setting up your Google + authorship description</li>\r\n	<li>You need both inbound and outbound social media plugins</li>\r\n	<li>Check out the Tweet Old Post plugin to be able to use your older blog posts</li>\r\n	<li>Be careful with sending people to social networks--the last thing you want to do is lead someone away from your site.</li>\r\n</ul>\r\n<h4> SEO keeps changing but there are several things you can do to keep your site visible</h4>\r\n<ul>\r\n	<li>Use the Wordpress SEO by Yoast plugin--highly recommended by tons of people</li>\r\n	<li>Name all your images</li>\r\n	<li>Do not ever write \"click here.\" Write a description.</li>\r\n	<li>Organize your content well--Google likes organized websites--using headings, etc.</li>\r\n	<li>Optimize your site so users like it</li>\r\n	<li>Include rich content--pics, graphs, videos</li>\r\n	<li>Watch your page speed (you may need to cache you website using plugins like WP Super Cache)</li>\r\n	<li>Install and submit a site map using the Google XML Sitemap plugin</li>\r\n</ul>\r\n<h4>Producing your own podcast is not that hard</h4>\r\n<ul>\r\n	<li>What you need to produce a podcast is: a blog, hosting that provides enough bandwidth, artwork/branding materials and a podcast feed. You will also need a microphone and a way to edit your audio.</li>\r\n	<li>Use editors like Audacity.</li>\r\n	<li>Look into podcasting plugins like PodPress and PowerPress</li>\r\n</ul>\r\n<h4>Blogs and Wordpress sites make content marketing easier</h4>\r\n<ul>\r\n	<li>Content marketing\'s purpose is to drive profitable (however you define it) customer action.</li>\r\n	<li>Content marketing is about providing relevant, valuable (educational) and enjoyable material for your audience/user</li>\r\n	<li>Remember that customers care about themselves not you</li>\r\n	<li>Keyword research is key (you must know what keywords your customers would use to find your service/product)</li>\r\n	<li>When you provide valuable content, the reader/user is bound by the need to reciprocate since humans have  a deep seated need to return favors.</li>\r\n	<li>Remember that information that is exclusive is more persuasive (this is only available for a limited time)</li>\r\n	<li>Humans are more receptive to requests from people who appear to be authorities or experts.</li>\r\n	<li>Read <span style=\"text-decoration: underline;\">Influence: The Psychology of Persuasion</span> by Robert Cialdini</li>\r\n</ul>\r\n&nbsp;','Top lessons from Wordpress Camp Baltimore 2013','','inherit','open','open','','2338-revision-v1','','','2013-09-23 15:00:13','2013-09-23 15:00:13','',2338,'http://deborahbrody.com/2013/09/2338-revision-v1/',0,'revision','',0),
(2342,4,'2013-09-23 15:04:52','2013-09-23 15:04:52','Deborah Brody lanyard from Wordpress Camp Baltimore 2013','wordpress lanyard','Wordpress Camp Baltimore 2013','inherit','open','open','','wordpress-lanyard','','','2013-09-23 15:04:52','2013-09-23 15:04:52','',2338,'http://deborahbrody.com/wp-content/uploads/2013/09/wordpress-lanyard.jpg',0,'attachment','image/jpeg',0),
(2343,4,'2013-09-23 15:05:56','2013-09-23 15:05:56','What did I do this past Saturday? I attended <a href=\"http://2013.baltimore.wordcamp.org/\" target=\"_blank\">Wordpress Camp Baltimore</a> for the second time.  I think that if you blog regularly and/or help people set up blogs, you should most definitely attend  this volunteer-run event, available worldwide probably at a city near you. It is well worth the low cost of admission. If you want to find one near you, check out the <a href=\"http://central.wordcamp.org/\" target=\"_blank\">Wordpress camp site.</a>\r\n\r\n[caption id=\"attachment_2342\" align=\"aligncenter\" width=\"225\"]<a href=\"http://deborahbrody.com/wp-content/uploads/2013/09/wordpress-lanyard.jpg\"><img class=\"size-medium wp-image-2342\" alt=\"Wordpress Camp Baltimore 2013\" src=\"http://deborahbrody.com/wp-content/uploads/2013/09/wordpress-lanyard-225x300.jpg\" width=\"225\" height=\"300\" /></a> Wordpress Camp Baltimore 2013[/caption]\r\n\r\nI attended five sessions out of the total of 15. There were two tracks: one directed to the developers and one to the users.  Obviously, what I learned would be more useful to a user than a developer.\r\n<h4>Social media must be integrated into both your actual blog and your blog\'s strategy</h4>\r\n<ul>\r\n	<li>Google + indexes faster, so consider setting up your Google + authorship description</li>\r\n	<li>You need both inbound and outbound social media plugins</li>\r\n	<li>Check out the Tweet Old Post plugin to be able to use your older blog posts</li>\r\n	<li>Be careful with sending people to social networks--the last thing you want to do is lead someone away from your site.</li>\r\n</ul>\r\n<h4> SEO keeps changing but there are several things you can do to keep your site visible</h4>\r\n<ul>\r\n	<li>Use the Wordpress SEO by Yoast plugin--highly recommended by tons of people</li>\r\n	<li>Name all your images</li>\r\n	<li>Do not ever write \"click here.\" Write a description.</li>\r\n	<li>Organize your content well--Google likes organized websites--using headings, etc.</li>\r\n	<li>Optimize your site so users like it</li>\r\n	<li>Include rich content--pics, graphs, videos</li>\r\n	<li>Watch your page speed (you may need to cache you website using plugins like WP Super Cache)</li>\r\n	<li>Install and submit a site map using the Google XML Sitemap plugin</li>\r\n</ul>\r\n<h4>Producing your own podcast is not that hard</h4>\r\n<ul>\r\n	<li>What you need to produce a podcast is: a blog, hosting that provides enough bandwidth, artwork/branding materials and a podcast feed. You will also need a microphone and a way to edit your audio.</li>\r\n	<li>Use editors like Audacity.</li>\r\n	<li>Look into podcasting plugins like PodPress and PowerPress</li>\r\n</ul>\r\n<h4>Blogs and Wordpress sites make content marketing easier</h4>\r\n<ul>\r\n	<li>Content marketing\'s purpose is to drive profitable (however you define it) customer action.</li>\r\n	<li>Content marketing is about providing relevant, valuable (educational) and enjoyable material for your audience/user</li>\r\n	<li>Remember that customers care about themselves not you</li>\r\n	<li>Keyword research is key (you must know what keywords your customers would use to find your service/product)</li>\r\n	<li>When you provide valuable content, the reader/user is bound by the need to reciprocate since humans have  a deep seated need to return favors.</li>\r\n	<li>Remember that information that is exclusive is more persuasive (this is only available for a limited time)</li>\r\n	<li>Humans are more receptive to requests from people who appear to be authorities or experts.</li>\r\n	<li>Read <span style=\"text-decoration: underline;\">Influence: The Psychology of Persuasion</span> by Robert Cialdini</li>\r\n</ul>\r\nThanks to the following presenters:\r\n<ul>\r\n	<li>AkilahThompkins-Robinson</li>\r\n	<li>Byron Warnken</li>\r\n	<li>Arsham and Josh from Webmechanix</li>\r\n	<li>Douglas Bell</li>\r\n	<li>Shane Powers</li>\r\n</ul>\r\n&nbsp;','Top lessons from Wordpress Camp Baltimore 2013','','inherit','open','open','','2338-revision-v1','','','2013-09-23 15:05:56','2013-09-23 15:05:56','',2338,'http://deborahbrody.com/2013/09/2338-revision-v1/',0,'revision','',0),
(2344,4,'2013-09-23 15:08:03','2013-09-23 15:08:03','What did I do this past Saturday? I attended <a href=\"http://2013.baltimore.wordcamp.org/\" target=\"_blank\">Wordpress Camp Baltimore</a> for the second time.  I think that if you blog regularly and/or help people set up blogs, you should most definitely attend  this volunteer-run event, available worldwide probably at a city near you. It is well worth the low cost of admission. If you want to find one near you, check out the <a href=\"http://central.wordcamp.org/\" target=\"_blank\">Wordpress camp site.</a>\r\n\r\n[caption id=\"attachment_2342\" align=\"aligncenter\" width=\"225\"]<a href=\"http://deborahbrody.com/wp-content/uploads/2013/09/wordpress-lanyard.jpg\"><img class=\"size-medium wp-image-2342\" alt=\"Wordpress Camp Baltimore 2013\" src=\"http://deborahbrody.com/wp-content/uploads/2013/09/wordpress-lanyard-225x300.jpg\" width=\"225\" height=\"300\" /></a> Wordpress Camp Baltimore 2013[/caption]\r\n\r\nI attended five sessions out of the total of 15. There were two tracks: one directed to the developers and one to users.  Obviously, what I learned would be more useful to a user than a developer.\r\n<h4>Social media must be integrated into both your actual blog and your blog\'s strategy</h4>\r\n<ul>\r\n	<li>Google + indexes faster, so consider setting up your Google + authorship description</li>\r\n	<li>You need both inbound and outbound social media plugins</li>\r\n	<li>Check out the Tweet Old Post plugin to be able to use your older blog posts</li>\r\n	<li>Be careful with sending people to social networks--the last thing you want to do is lead someone away from your site.</li>\r\n</ul>\r\n<h4> SEO keeps changing but there are several things you can do to keep your site visible</h4>\r\n<ul>\r\n	<li>Use the Wordpress SEO by Yoast plugin--highly recommended by tons of people</li>\r\n	<li>Name all your images</li>\r\n	<li>Do not ever write \"click here.\" Write a description.</li>\r\n	<li>Organize your content well--Google likes organized websites--using headings, etc.</li>\r\n	<li>Optimize your site so users like it</li>\r\n	<li>Include rich content--pics, graphs, videos</li>\r\n	<li>Watch your page speed (you may need to cache you website using plugins like WP Super Cache)</li>\r\n	<li>Install and submit a site map using the Google XML Sitemap plugin</li>\r\n</ul>\r\n<h4>Producing your own podcast is not that hard</h4>\r\n<ul>\r\n	<li>What you need to produce a podcast is: a blog, hosting that provides enough bandwidth, artwork/branding materials and a podcast feed. You will also need a microphone and a way to edit your audio.</li>\r\n	<li>Use editors like Audacity.</li>\r\n	<li>Look into podcasting plugins like PodPress and PowerPress</li>\r\n</ul>\r\n<h4>Blogs and Wordpress sites make content marketing easier</h4>\r\n<ul>\r\n	<li>Content marketing\'s purpose is to drive profitable (however you define it) customer action.</li>\r\n	<li>Content marketing is about providing relevant, valuable (educational) and enjoyable material for your audience/user</li>\r\n	<li>Remember that customers care about themselves not you</li>\r\n	<li>Keyword research is key (you must know what keywords your customers would use to find your service/product)</li>\r\n	<li>When you provide valuable content, the reader/user is bound by the need to reciprocate since humans have  a deep seated need to return favors.</li>\r\n	<li>Remember that information that is exclusive is more persuasive (this is only available for a limited time)</li>\r\n	<li>Humans are more receptive to requests from people who appear to be authorities or experts.</li>\r\n	<li>Read <span style=\"text-decoration: underline;\">Influence: The Psychology of Persuasion</span> by Robert Cialdini</li>\r\n</ul>\r\nThanks to the following presenters:\r\n<ul>\r\n	<li>AkilahThompkins-Robinson</li>\r\n	<li>Byron Warnken</li>\r\n	<li>Arsham and Josh from Webmechanix</li>\r\n	<li>Douglas Bell</li>\r\n	<li>Shane Powers</li>\r\n</ul>\r\n&nbsp;','Top blogging lessons from Wordpress Camp Baltimore 2013','','inherit','open','open','','2338-revision-v1','','','2013-09-23 15:08:03','2013-09-23 15:08:03','',2338,'http://deborahbrody.com/2013/09/2338-revision-v1/',0,'revision','',0),
(2355,4,'2013-10-04 13:35:42','2013-10-04 13:35:42','In my blogging workshop, I tell participants that if they are not feeling up to blogging they can do what I call a \"round-up\" post. In it, you round up the best/most interesting/relevant articles or blog posts that you have come across from around the web. In this way, you provide value to your readers, without actually having to write much.\r\n\r\nThis week, I have seen lots of good stuff, but here are four very useful articles for all you bloggers out there.\r\n\r\n(As a side note,  I am still having difficulty with Feedly and my posts are not showing up, so this is a test in a way.)\r\n<h4>All about Google Analytics</h4>\r\nHave you wondered how to use Google Analytics? <a href=\"http://www.jeffalytics.com/google-analytics-for-bloggers-presentation/\" target=\"_blank\">Google Analytics 101 for Bloggers</a> may give you some actionable information.\r\n<h4>Do you have content mission?</h4>\r\nJoe Pulizzi argues, quite rightly, that you should have a <a href=\"http://www.ducttapemarketing.com/blog/2013/09/19/content-marketing-mission-statement/\" target=\"_blank\">content marketing mission statement</a> for your small business. Do you have one?\r\n<h4>What are the best practices for business bloggers?</h4>\r\nHubspot shared <a href=\"http://blog.hubspot.com/blogging-best-practices-list\" target=\"_blank\">\"What the Best Business Bloggers Do (And You Should Too).\"</a> Do you already practice this?\r\n<h4>Using \"science\" to increase your social media impact</h4>\r\nIf you think there may be a better time to post to reach a certain audience, Fast Company has some proof in <a href=\"http://www.fastcompany.com/3018656/work-smart/a-scientific-guide-to-maximizing-your-impact-on-twitter-facebook-and-other-digita\" target=\"_blank\">\"A Scientific Guide to Maximizing Your Impact on Twitter, Facebook and Other Digital Media.\"</a> Read away and see if you can use these findings to help  you.\r\n\r\nDo you like round-ups? I may start running them more often because there are so many great and useful articles out there.\r\n\r\nHave a great weekend, and I hope your blog reader shows this!\r\n\r\n&nbsp;','How to read analytics for your blog and other great articles','','publish','open','open','','how-to-read-analytics-for-your-blog-and-other-great-articles','','','2013-10-04 13:35:42','2013-10-04 13:35:42','',0,'http://deborahbrody.com/?p=2355',0,'post','',0),
(2346,4,'2013-09-25 13:22:56','2013-09-25 13:22:56','We spend lots of time thinking about what to include on our blog: what articles to write, what images to use, where to share our stuff. That\'s all important, but just as important is making sure our blogs are running well. Here are seven actions you can take to keep your blog running smoothly:\r\n\r\n<strong>1. Install a spam detector and empty spam comments frequently:</strong> I use Akismet, and it stops 99% of all spam. Spam is placed in a spam comments folder that should be emptied regularly, preferably daily (depending on how much spam is there). The more spam you have in that folder, the slower your site will load.\r\n\r\n<strong>2. Update your themes and plugins:</strong> Wordpress does a good job of telling that which plugins and themes need to be updated but it is up to you (or your site administrator) to do the actual updating. It only takes a few moments. But before you do anything, make sure you have a backup of your site (which leads to my third suggestion below).\r\n\r\n<strong>3. Backup your site by installing an automatic backup plugin:</strong> There are several out there. I have heard good reviews of Backup Buddy (not free) and I am using BackUp Wordpress on here.\r\n\r\n[caption id=\"\" align=\"aligncenter\" width=\"500\"]<a title=\"Mechanics working on race car at La Carrera Panamericana road race, Mexico, May 1954 by The Henry Ford, on Flickr\" href=\"http://www.flickr.com/photos/thehenryford/5412864933/\"><img class=\" \" alt=\"Mechanics working on race car at La Carrera Panamericana road race, Mexico, May 1954\" src=\"http://farm6.staticflickr.com/5060/5412864933_91814cc9d8.jpg\" width=\"500\" height=\"393\" /></a> Mechanics working on race car at La Carrera Panamericana, Mexico, May 1954 for The Henry Ford on Flickr[/caption]\r\n\r\n<strong>4. Check your Google Analytics frequently (and if you don\'t have Analytics, install right away!):</strong> By checking your Analytics, you can learn a lot about what is working and what is not working on your blog. You should check the following:\r\n<ul>\r\n	<li>Bounce rate (are people staying on the blog or leaving immediately?)</li>\r\n	<li>Page load speed (if it is taking too long for your pages to load, you are going to lose readers)</li>\r\n	<li>Landing pages (where are readers going?)</li>\r\n	<li>Keywords (useful to know how people are finding your blog)</li>\r\n</ul>\r\n<strong>5. Deal with comments:</strong> If a comment is legitimate and you use moderation (which I believe you should), approve it ASAP and respond if appropriate. People who comment on your blog are looking to engage with you. Don\'t leave them hanging!\r\n\r\n<strong>6. Review your plugins, widgets and settings:</strong> Too many plugins make your site slower. Are you using them all? Do you need them? Are your widgets still relevant? Are you using them? Do you need to add anything? And finally, check your settings. Is everything up to date and still relevant?\r\n\r\n<strong>7. Optimize your SEO:</strong> There are several SEO plugins and they will help make your site more easily findable. I am not an expert, but making sure to include keywords and descriptions and filling out the fields will help make your site more visible.\r\n\r\nWhat actions do you take regularly on your blog\'s back end? Please add to this list!','7 actions to keep your blog running smoothly','','publish','open','open','','7-actions-to-keep-your-blog-running-smoothly','','','2013-09-25 16:31:42','2013-09-25 16:31:42','',0,'http://deborahbrody.com/?p=2346',0,'post','',1),
(2347,4,'2013-09-25 12:56:18','2013-09-25 12:56:18','','7 actions to keep your blog running smoothly','','inherit','open','open','','2346-revision-v1','','','2013-09-25 12:56:18','2013-09-25 12:56:18','',2346,'http://deborahbrody.com/2013/09/2346-revision-v1/',0,'revision','',0),
(2348,4,'2013-09-25 13:04:18','2013-09-25 13:04:18','We spend lots of time thinking about what to include on our blog: what articles to write, what images to use, where to share our stuff. That\'s all important, but just as important is making sure our blogs are running well. Here are seven actions you can take to keep your blog running smoothly:\r\n\r\n<strong>1. Install a spam detector and empty spam comments frequently:</strong> I use Akismet, and it stops 99% of all spam. Spam is placed in a spam comments folder that should be emptied regularly, preferably daily (depending on how much spam is there). The more spam you have in that folder, the slower your site will load.\r\n\r\n2. Update your themes and plugins: Wordpress does a good job of telling that which plugins and themes need to be updated but it is up to you (or your site administrator) to do the actual updating. It only takes a few moments. But before you do anything, make sure you have a backup of your site (which leads to my third suggestion below).\r\n\r\n3. Backup your site by install an automatic backup plugin. There are several out there. I have heard good reviews of Backup Buddy (not free).\r\n\r\n&nbsp;','7 actions to keep your blog running smoothly','','inherit','open','open','','2346-revision-v1','','','2013-09-25 13:04:18','2013-09-25 13:04:18','',2346,'http://deborahbrody.com/2013/09/2346-revision-v1/',0,'revision','',0),
(2349,4,'2013-09-25 13:22:18','2013-09-25 13:22:18','We spend lots of time thinking about what to include on our blog: what articles to write, what images to use, where to share our stuff. That\'s all important, but just as important is making sure our blogs are running well. Here are seven actions you can take to keep your blog running smoothly:\r\n\r\n<strong>1. Install a spam detector and empty spam comments frequently:</strong> I use Akismet, and it stops 99% of all spam. Spam is placed in a spam comments folder that should be emptied regularly, preferably daily (depending on how much spam is there). The more spam you have in that folder, the slower your site will load.\r\n\r\n<strong>2. Update your themes and plugins:</strong> Wordpress does a good job of telling that which plugins and themes need to be updated but it is up to you (or your site administrator) to do the actual updating. It only takes a few moments. But before you do anything, make sure you have a backup of your site (which leads to my third suggestion below).\r\n\r\n<strong>3. Backup your site by install an automatic backup plugin:</strong> There are several out there. I have heard good reviews of Backup Buddy (not free) and I am using BackUp Wordpress on here.\r\n\r\n[caption id=\"\" align=\"aligncenter\" width=\"500\"]<a title=\"Mechanics working on race car at La Carrera Panamericana road race, Mexico, May 1954 by The Henry Ford, on Flickr\" href=\"http://www.flickr.com/photos/thehenryford/5412864933/\"><img class=\" \" alt=\"Mechanics working on race car at La Carrera Panamericana road race, Mexico, May 1954\" src=\"http://farm6.staticflickr.com/5060/5412864933_91814cc9d8.jpg\" width=\"500\" height=\"393\" /></a> Mechanics working on race car at La Carrera Panamericana, Mexico, May 1954 for The Henry Ford on Flickr[/caption]\r\n<p style=\"text-align: center;\"></p>\r\n<strong>4. Check your Google Analytics frequently (and if you don\'t have Analytics, install right away!):</strong> By checking your Analytics, you can learn a lot about what is working and what is not working on your blog. You should check the following:\r\n<ul>\r\n	<li>Bounce rate (are people staying on the blog or leaving immediately?)</li>\r\n	<li>Page load speed (if it is taking too long for your pages to load, you are going to lose readers)</li>\r\n	<li>Landing pages (where are readers going?)</li>\r\n	<li>Keywords (useful to know how people are finding your blog)</li>\r\n</ul>\r\n<strong>5. Deal with comments:</strong> If a comment is legitimate and you use moderation (which I believe you should), approve it ASAP and respond if appropriate. People who comment on your blog are looking to engage with you. Don\'t leave them hanging!\r\n\r\n<strong>6. Review your plugins, widgets and settings:</strong> Too many plugins make your site slower. Are you using them all? Do you need them? Are your widgets still relevant? Are you using them? Do you need to add anything? And finally, check your settings. Is everything up to date and still relevant?\r\n\r\n<strong>7. Optimize your SEO:</strong> There are several SEO plugins and they will help make your site more easily findable. I am not an expert, but making sure to include keywords and descriptions and filling out the fields will help make your site more visible.\r\n\r\nWhat actions do you take regularly on your blog\'s back end? Please add to this list!','7 actions to keep your blog running smoothly','','inherit','open','open','','2346-revision-v1','','','2013-09-25 13:22:18','2013-09-25 13:22:18','',2346,'http://deborahbrody.com/2013/09/2346-revision-v1/',0,'revision','',0),
(2350,4,'2013-09-25 16:31:42','2013-09-25 16:31:42','We spend lots of time thinking about what to include on our blog: what articles to write, what images to use, where to share our stuff. That\'s all important, but just as important is making sure our blogs are running well. Here are seven actions you can take to keep your blog running smoothly:\r\n\r\n<strong>1. Install a spam detector and empty spam comments frequently:</strong> I use Akismet, and it stops 99% of all spam. Spam is placed in a spam comments folder that should be emptied regularly, preferably daily (depending on how much spam is there). The more spam you have in that folder, the slower your site will load.\r\n\r\n<strong>2. Update your themes and plugins:</strong> Wordpress does a good job of telling that which plugins and themes need to be updated but it is up to you (or your site administrator) to do the actual updating. It only takes a few moments. But before you do anything, make sure you have a backup of your site (which leads to my third suggestion below).\r\n\r\n<strong>3. Backup your site by installing an automatic backup plugin:</strong> There are several out there. I have heard good reviews of Backup Buddy (not free) and I am using BackUp Wordpress on here.\r\n\r\n[caption id=\"\" align=\"aligncenter\" width=\"500\"]<a title=\"Mechanics working on race car at La Carrera Panamericana road race, Mexico, May 1954 by The Henry Ford, on Flickr\" href=\"http://www.flickr.com/photos/thehenryford/5412864933/\"><img class=\" \" alt=\"Mechanics working on race car at La Carrera Panamericana road race, Mexico, May 1954\" src=\"http://farm6.staticflickr.com/5060/5412864933_91814cc9d8.jpg\" width=\"500\" height=\"393\" /></a> Mechanics working on race car at La Carrera Panamericana, Mexico, May 1954 for The Henry Ford on Flickr[/caption]\r\n\r\n<strong>4. Check your Google Analytics frequently (and if you don\'t have Analytics, install right away!):</strong> By checking your Analytics, you can learn a lot about what is working and what is not working on your blog. You should check the following:\r\n<ul>\r\n	<li>Bounce rate (are people staying on the blog or leaving immediately?)</li>\r\n	<li>Page load speed (if it is taking too long for your pages to load, you are going to lose readers)</li>\r\n	<li>Landing pages (where are readers going?)</li>\r\n	<li>Keywords (useful to know how people are finding your blog)</li>\r\n</ul>\r\n<strong>5. Deal with comments:</strong> If a comment is legitimate and you use moderation (which I believe you should), approve it ASAP and respond if appropriate. People who comment on your blog are looking to engage with you. Don\'t leave them hanging!\r\n\r\n<strong>6. Review your plugins, widgets and settings:</strong> Too many plugins make your site slower. Are you using them all? Do you need them? Are your widgets still relevant? Are you using them? Do you need to add anything? And finally, check your settings. Is everything up to date and still relevant?\r\n\r\n<strong>7. Optimize your SEO:</strong> There are several SEO plugins and they will help make your site more easily findable. I am not an expert, but making sure to include keywords and descriptions and filling out the fields will help make your site more visible.\r\n\r\nWhat actions do you take regularly on your blog\'s back end? Please add to this list!','7 actions to keep your blog running smoothly','','inherit','open','open','','2346-revision-v1','','','2013-09-25 16:31:42','2013-09-25 16:31:42','',2346,'http://deborahbrody.com/2013/09/2346-revision-v1/',0,'revision','',0),
(2352,4,'2013-10-01 13:57:22','2013-10-01 13:57:22','The really bad news today is that the US government is shut down (let\'s hope temporarily). Another piece of bad news (for content marketers) is what I learned last night at the Web Content Mavens Meet Up about findability and search, and how search engine personalization is playing into it.\r\n<h4>Findability is key</h4>\r\nThe first speaker last night was Jill MacNeice, who is an information architect for the Library of Congress (LOC). She explained how the LOC is working to make their millions of documents and images findable by using a \"findability framework\" that is built around the idea that people should be able to find what they are looking for both inside the site, and from external search engines. It makes search visible and easy to find. It depends on metadata, good descriptions and URL design that makes it human readable, shorter and more shareable.\r\n\r\nThe LOC is an example of why SEO and search in general is important. After all, if people can\'t find you, then why are you on the web?\r\n<h4>Personalization throws a wrench in search</h4>\r\nBut then Katherine Watier Ong, Ketchum\'s VP of Online Strategy and Market Insights, got up to speak about personalization and the semantic web. And if I were to boil down what she said to one phrase it is that personalization is making search engine optimization more challenging. It is no longer enough to have the right keywords, tags and content because Google and Bing and all your social media sites are personalizing the content they show you based on your profile and previous activity.\r\n\r\nIf you want to see how much information Google has about you, just check your Google Dashboard (search Google to find it). Bing uses your Facebook data to suggest things your friends like.\r\n\r\nDid you know that you don\'t see every tweet in your Twitter stream? Twitter shows you what it \"thinks\" is most relevant to you, even from people you follow, based on your previous interactions and interests.  Isn\'t that a tad scary? You sign up to follow someone and you may not see his/her tweets.\r\n\r\nKatherine says the really creepy personalization is visible on LinkedIn. I have noticed that too recently. Since I liked a couple people\'s new photos, LinkedIn always shows me new photos and for several days. And how does it know which people I may know?\r\n\r\nSearch engines and social networks like Twitter and LinkedIn are moving toward developing a sort of artificial intelligence that tries to figure out what you are looking for and then practically jump ahead of your request, which is why you are seeing all these suggestions (you may want to follow so-and-so, you may want to check these items for sale, etc.)\r\n\r\nAll this personalization is useful for you because if not you would be drowning in extraneous information but it is really bad news for small businesses/websites.  For example, search for your name on Google. For you, your name will appear at the top of your results. Now have John Doe do the same search on his computer wherever he may be living. Guess what, you will not appear near the top (unless you have a very unusual name or are someone like President Obama).\r\n<h4>How do marketers deal with personalized results?</h4>\r\nHow do we work to cut through the personalization? Katherine suggested several actions:\r\n<ul>\r\n	<li>Create personas for your target audience so you can market appropriately</li>\r\n	<li>Personalize your website (just like when you go to Amazon and it recognizes you) using tools like Marketo.</li>\r\n	<li>Build social relationships.</li>\r\n	<li>Stay on top of changes in search</li>\r\n	<li>Use a content management system (CMS) that uses <a href=\"http://schema.org/\" target=\"_blank\">schema</a></li>\r\n</ul>\r\nIn short, <strong>personalization is a big challenge for search marketers.</strong> Now, you don\'t only need to cut through the clutter of millions of websites, you have to cut through results that are personalized for each searcher.\r\n\r\n<strong>If you work in marketing or communications, you need to be aware of how people find you.</strong> It is not enough to have a website and a blog. You have to understand SEO and the latest changes to search. You have to see the relationships between social media and search engines.\r\n\r\n&nbsp;','Why SEO and content marketing are not enough','','publish','open','open','','why-seo-and-content-marketing-are-not-enough','','','2013-10-01 13:57:22','2013-10-01 13:57:22','',0,'http://deborahbrody.com/?p=2352',0,'post','',0),
(2353,4,'2013-10-01 13:52:48','2013-10-01 13:52:48','The real bad news today is that the US government is shut down. Another piece of bad news (for content marketers) is what I learned last night at the Web Content Mavens Meet Up about findability and search, and how search engine personalization is playing into it.\r\n<h4>Findability is key</h4>\r\nThe first speaker last night was Jill MacNeice, who is an information architect for the Library of Congress (LOC). She explained how the LOC is working to make their millions of documents and images findable by using a \"findability framework\" that is built around the idea that people should be able to find what they are looking for both inside the site, and from external search engines. It makes search visible and easy to find. It depends on metadata, good descriptions and URL design that makes it human readable, shorter and more shareable.\r\n\r\nThe LOC is an example of why SEO and search in general is important. After all, if people can\'t find you, then why are you on the web?\r\n<h4>Personalization throws a wrench in search</h4>\r\nBut then Katherine Watier Ong, Ketchum\'s VP of Online Strategy and Market Insights, got up to speak about personalization and the semantic web. And if I were to boil down what she said to one phrase it is that personalization is making search engine optimization more challenging. It is no longer enough to have the right keywords, tags and content because Google and Bing and all your social media sites are personalizing the content they show you based on your profile and previous activity.\r\n\r\nIf you want to see how much information Google has about you, just check your Google Dashboard (search Google to find it). Bing uses your Facebook data to suggest things your friends like.\r\n\r\nDid you know that you don\'t see every tweet in your Twitter stream? Twitter shows you what it \"thinks\" is most relevant to you, even from people you follow, based on your previous interactions and interests.\r\n\r\nKatherine says the really creepy personalization is visible on LinkedIn. I have noticed that too recently. Since I liked a couple people\'s new photos, LinkedIn always shows me new photos and for several days. And how does it know which people I may know?\r\n\r\nSearch engines and social networks like Twitter and LinkedIn are moving toward developing a sort of artificial intelligence that tries to figure out what you are looking for and then practically jump ahead of your request, which is why you are seeing all these suggestions (you may want to follow so-and-so, you may want to check these items for sale, etc.)\r\n\r\nAll this personalization is useful for you because if not you would be drowning in extraneous information but it is really bad news for small businesses/websites.  For example, search for your name on Google. For you, your name will appear at the top of your results. Now have John Doe do the same search on his computer wherever he may be living. Guess what, you will not appear near the top (unless you have a very unusual name or are someone like President Obama).\r\n<h4>How do marketers deal with personalized results?</h4>\r\nHow do we work to cut through the personalization? Katherine suggest several things:\r\n<ul>\r\n	<li>Create  personas for your target audience so you can market appropriately</li>\r\n	<li>Personalize your website (just like when you go to Amazon and it recognizes you) using tools like Marketo.</li>\r\n	<li>Build social relationships.</li>\r\n	<li>Stay on top of changes in search</li>\r\n	<li>Use a content management system (CMS) that uses schema</li>\r\n</ul>\r\nIn short, personalization is a big challenge for search marketers. Now you don\'t only need to cut through the clutter of millions of websites, you have to cut through results that personalized for each searcher.\r\n\r\n<strong>If you work in marketing or communications, you need to be aware of how people find you.</strong> It is not enough to have a website and a blog. You have to understand SEO and the latest changes to search. You have to see the relationships between social media and search engines.\r\n\r\n&nbsp;','Why SEO and content marketing are not enough','','inherit','open','open','','2352-revision-v1','','','2013-10-01 13:52:48','2013-10-01 13:52:48','',2352,'http://deborahbrody.com/2013/10/2352-revision-v1/',0,'revision','',0),
(2354,4,'2013-10-01 13:57:22','2013-10-01 13:57:22','The really bad news today is that the US government is shut down (let\'s hope temporarily). Another piece of bad news (for content marketers) is what I learned last night at the Web Content Mavens Meet Up about findability and search, and how search engine personalization is playing into it.\r\n<h4>Findability is key</h4>\r\nThe first speaker last night was Jill MacNeice, who is an information architect for the Library of Congress (LOC). She explained how the LOC is working to make their millions of documents and images findable by using a \"findability framework\" that is built around the idea that people should be able to find what they are looking for both inside the site, and from external search engines. It makes search visible and easy to find. It depends on metadata, good descriptions and URL design that makes it human readable, shorter and more shareable.\r\n\r\nThe LOC is an example of why SEO and search in general is important. After all, if people can\'t find you, then why are you on the web?\r\n<h4>Personalization throws a wrench in search</h4>\r\nBut then Katherine Watier Ong, Ketchum\'s VP of Online Strategy and Market Insights, got up to speak about personalization and the semantic web. And if I were to boil down what she said to one phrase it is that personalization is making search engine optimization more challenging. It is no longer enough to have the right keywords, tags and content because Google and Bing and all your social media sites are personalizing the content they show you based on your profile and previous activity.\r\n\r\nIf you want to see how much information Google has about you, just check your Google Dashboard (search Google to find it). Bing uses your Facebook data to suggest things your friends like.\r\n\r\nDid you know that you don\'t see every tweet in your Twitter stream? Twitter shows you what it \"thinks\" is most relevant to you, even from people you follow, based on your previous interactions and interests.  Isn\'t that a tad scary? You sign up to follow someone and you may not see his/her tweets.\r\n\r\nKatherine says the really creepy personalization is visible on LinkedIn. I have noticed that too recently. Since I liked a couple people\'s new photos, LinkedIn always shows me new photos and for several days. And how does it know which people I may know?\r\n\r\nSearch engines and social networks like Twitter and LinkedIn are moving toward developing a sort of artificial intelligence that tries to figure out what you are looking for and then practically jump ahead of your request, which is why you are seeing all these suggestions (you may want to follow so-and-so, you may want to check these items for sale, etc.)\r\n\r\nAll this personalization is useful for you because if not you would be drowning in extraneous information but it is really bad news for small businesses/websites.  For example, search for your name on Google. For you, your name will appear at the top of your results. Now have John Doe do the same search on his computer wherever he may be living. Guess what, you will not appear near the top (unless you have a very unusual name or are someone like President Obama).\r\n<h4>How do marketers deal with personalized results?</h4>\r\nHow do we work to cut through the personalization? Katherine suggested several actions:\r\n<ul>\r\n	<li>Create personas for your target audience so you can market appropriately</li>\r\n	<li>Personalize your website (just like when you go to Amazon and it recognizes you) using tools like Marketo.</li>\r\n	<li>Build social relationships.</li>\r\n	<li>Stay on top of changes in search</li>\r\n	<li>Use a content management system (CMS) that uses <a href=\"http://schema.org/\" target=\"_blank\">schema</a></li>\r\n</ul>\r\nIn short, <strong>personalization is a big challenge for search marketers.</strong> Now, you don\'t only need to cut through the clutter of millions of websites, you have to cut through results that are personalized for each searcher.\r\n\r\n<strong>If you work in marketing or communications, you need to be aware of how people find you.</strong> It is not enough to have a website and a blog. You have to understand SEO and the latest changes to search. You have to see the relationships between social media and search engines.\r\n\r\n&nbsp;','Why SEO and content marketing are not enough','','inherit','open','open','','2352-revision-v1','','','2013-10-01 13:57:22','2013-10-01 13:57:22','',2352,'http://deborahbrody.com/2013/10/2352-revision-v1/',0,'revision','',0),
(2356,4,'2013-10-04 13:33:16','2013-10-04 13:33:16','In my blogging workshop, I tell participants that if they are not feeling up to blogging they can do what I call a \"round-up\" post. In it, you round up the best/most interesting/relevant articles or blog posts that you have come across from around the web. In this way, you provide value to your readers, without having to actually write much.\r\n\r\nThis week, I have seen lots of good stuff, but here are four very useful articles for all you bloggers out there. Also, I am still having difficulty with Feedly and my posts are not showing up.\r\n<h4>All about Google Analytics</h4>\r\nHave you wondered how to use Google Analytics? <a href=\"http://www.jeffalytics.com/google-analytics-for-bloggers-presentation/\" target=\"_blank\">Google Analytics 101 for Bloggers</a> may give you some actionable information.\r\n<h4>Do you have content mission?</h4>\r\nJoe Pulizzi argues, quite rightly, that you should have a <a href=\"http://www.ducttapemarketing.com/blog/2013/09/19/content-marketing-mission-statement/\" target=\"_blank\">content marketing mission statement</a> for your small business. Do you have one?\r\n<h4>What are the best practices for business bloggers?</h4>\r\nHubspot shared <a href=\"http://blog.hubspot.com/blogging-best-practices-list\" target=\"_blank\">\"What the Best Business Bloggers Do (And You Should Too).\"</a> Do you already practice this?\r\n<h4>Using \"science\" to increase your social media impact</h4>\r\nIf you think there may be a better time to post to reach a certain audience, Fast Company has some proof in <a href=\"http://www.fastcompany.com/3018656/work-smart/a-scientific-guide-to-maximizing-your-impact-on-twitter-facebook-and-other-digita\" target=\"_blank\">\"A Scientific Guide to Maximizing Your Impact on Twitter, Facebook and Other Digital Media.\"</a> Read away and see if you can use these findings to help  you.\r\n\r\nDo you like round-ups? I may start running them more often because there are so many great and useful articles out there.\r\n\r\nHave a great weekend, and I hope your blog reader shows this!\r\n\r\n&nbsp;','How to read analytics for your blog and other great articles','','inherit','open','open','','2355-revision-v1','','','2013-10-04 13:33:16','2013-10-04 13:33:16','',2355,'http://deborahbrody.com/2013/10/2355-revision-v1/',0,'revision','',0),
(2357,4,'2013-10-04 13:35:42','2013-10-04 13:35:42','In my blogging workshop, I tell participants that if they are not feeling up to blogging they can do what I call a \"round-up\" post. In it, you round up the best/most interesting/relevant articles or blog posts that you have come across from around the web. In this way, you provide value to your readers, without actually having to write much.\r\n\r\nThis week, I have seen lots of good stuff, but here are four very useful articles for all you bloggers out there.\r\n\r\n(As a side note,  I am still having difficulty with Feedly and my posts are not showing up, so this is a test in a way.)\r\n<h4>All about Google Analytics</h4>\r\nHave you wondered how to use Google Analytics? <a href=\"http://www.jeffalytics.com/google-analytics-for-bloggers-presentation/\" target=\"_blank\">Google Analytics 101 for Bloggers</a> may give you some actionable information.\r\n<h4>Do you have content mission?</h4>\r\nJoe Pulizzi argues, quite rightly, that you should have a <a href=\"http://www.ducttapemarketing.com/blog/2013/09/19/content-marketing-mission-statement/\" target=\"_blank\">content marketing mission statement</a> for your small business. Do you have one?\r\n<h4>What are the best practices for business bloggers?</h4>\r\nHubspot shared <a href=\"http://blog.hubspot.com/blogging-best-practices-list\" target=\"_blank\">\"What the Best Business Bloggers Do (And You Should Too).\"</a> Do you already practice this?\r\n<h4>Using \"science\" to increase your social media impact</h4>\r\nIf you think there may be a better time to post to reach a certain audience, Fast Company has some proof in <a href=\"http://www.fastcompany.com/3018656/work-smart/a-scientific-guide-to-maximizing-your-impact-on-twitter-facebook-and-other-digita\" target=\"_blank\">\"A Scientific Guide to Maximizing Your Impact on Twitter, Facebook and Other Digital Media.\"</a> Read away and see if you can use these findings to help  you.\r\n\r\nDo you like round-ups? I may start running them more often because there are so many great and useful articles out there.\r\n\r\nHave a great weekend, and I hope your blog reader shows this!\r\n\r\n&nbsp;','How to read analytics for your blog and other great articles','','inherit','open','open','','2355-revision-v1','','','2013-10-04 13:35:42','2013-10-04 13:35:42','',2355,'http://deborahbrody.com/2013/10/2355-revision-v1/',0,'revision','',0),
(2358,4,'2013-10-06 23:44:04','2013-10-06 23:44:04','So, Feedly is not uploading my latest posts. I am trying out alternatives. If you are seeing this on your reader, please comment and tell me what reader you use. Thanks!','Test post October 6-need feedback','','publish','open','open','','test-post-october-6-need-feedback','','','2013-10-06 23:44:04','2013-10-06 23:44:04','',0,'http://deborahbrody.com/?p=2358',0,'post','',0),
(2359,4,'2013-10-06 23:44:04','2013-10-06 23:44:04','So, Feedly is not uploading my latest posts. I am trying out alternatives. If you are seeing this on your reader, please comment and tell me what reader you use. Thanks!','Test post October 6-need feedback','','inherit','open','open','','2358-revision-v1','','','2013-10-06 23:44:04','2013-10-06 23:44:04','',2358,'http://deborahbrody.com/2013/10/2358-revision-v1/',0,'revision','',0),
(2360,4,'2013-10-08 14:30:11','0000-00-00 00:00:00','I will admit: I can watch endless episodes of House Hunters on HGTV. In case you haven\'t had the opportunity to watch this show (and if you are looking to buy real estate, I highly recommend watching a few episodes), the premise is that  people looking to buy a home are shown three properties. The house hunters tour the three properties with a real estate agent and then decide which one to buy.  Some houses will be over budget, some will be under budget. Most of them will not fulfill the house hunters\' entire wish list.\r\n\r\nFor example, the house hunters will say they are looking for a home that has a short commute to work, four bedrooms, a fenced-in yard, near shopping and restaurants, a pool and a working fireplace, all for $350,000. The real estate sales person will show them thre\r\n\r\n&nbsp;','The communications lessons you can learn from watching HGTV','','draft','open','open','','','','','2013-10-08 14:30:11','2013-10-08 14:30:11','',0,'http://deborahbrody.com/?p=2360',0,'post','',0),
(2361,4,'2013-10-08 14:30:11','2013-10-08 14:30:11','I will admit: I can watch endless episodes of House Hunters on HGTV. In case you haven\'t had the opportunity to watch this show (and if you are looking to buy real estate, I highly recommend watching a few episodes), the premise is that  people looking to buy a home are shown three properties. The house hunters tour the three properties with a real estate agent and then decide which one to buy.  Some houses will be over budget, some will be under budget. Most of them will not fulfill the house hunters\' entire wish list.\r\n\r\nFor example, the house hunters will say they are looking for a home that has a short commute to work, four bedrooms, a fenced-in yard, near shopping and restaurants, a pool and a working fireplace, all for $350,000. The real estate sales person will show them thre\r\n\r\n&nbsp;','The communications lessons you can learn from watching HGTV','','inherit','open','open','','2360-revision-v1','','','2013-10-08 14:30:11','2013-10-08 14:30:11','',2360,'http://deborahbrody.com/2013/10/2360-revision-v1/',0,'revision','',0),
(2363,4,'2013-10-08 17:31:47','2013-10-08 17:31:47','Last night, I met a friend for dinner. He chose a Thai place that was half-way between his place and mine. Upon reading some reviews on line, I found out that this is the only Thai place  in the area that is Halal, that is, it keeps the Muslim dietary rules.\r\n\r\nWhen I got there last night, it was empty save for a couple of people. Few people came in until a outwardly observant Muslim family came in. When they were done eating and had left, the owner pretty much closed up shop and kicked my friend and me out. Since we had arrived at 6:30 until we left, no more than 10 other customers had been in the restaurant.\r\n\r\nThe food at this Thai place was not very good. It was mediocre. It wasn\'t spicy enough, or attractively presented enough or even interesting enough. They did not have Thai standards like green papaya salad or red curry. Based on the food alone, I would not go back.\r\n\r\nThe only relevant differentiator this Thai restaurant offers is that it is Halal. Is that enough? <strong>Can you have one strong point of differentiation and have that keep your business alive? Well, the answer is yes, but there is an \"if\" attached.</strong> In this case, you could have Halal as your point of differentiation ONLY IF your food is on par with other similar restaurants.\r\n\r\nIn a world where there are multiple offerings for everything (many organic grocery stores, tons of sushi restaurants, hundreds of nail salons),<strong> you have to meet the standard or exceed it AND then find your point of differentiation.</strong> For example, if you have a nail salon, not only do have to comply with sanitary guidelines required by law, but you should find something that your competition does not have (the most colors, the most comfortable chairs, etc.).\r\n\r\nWhat do you think? Is having a point of differentiation enough?','Is having a point of differentiation enough?','','inherit','open','open','','2362-revision-v1','','','2013-10-08 17:31:47','2013-10-08 17:31:47','',2362,'http://deborahbrody.com/2013/10/2362-revision-v1/',0,'revision','',0);
INSERT INTO `wp_posts` VALUES
(2369,4,'2013-10-11 13:58:31','2013-10-11 13:58:31','It was not until I saw a full page ad in today\'s Washington Post that I realized Starbucks has waded directly into the government shutdown debate. The full page ad (right hand page, far forward, four-color, in media buying lingo) has the headline:\r\n<blockquote>Sign the Come Together Petition</blockquote>\r\nYou can see the text  on the <a href=\"http://http://www.starbucks.com/\" target=\"_blank\">Starbucks home page </a> and apparently, at all Starbucks stores starting today.\r\n\r\n[caption id=\"\" align=\"aligncenter\" width=\"224\"]<a title=\"019/365 by irrezolut, on Flickr\" href=\"http://www.flickr.com/photos/irrezolut/5370900660/\"><img title=\"019/365 by Joseph Nicolia on Flickr\" alt=\"019/365\" src=\"http://farm6.staticflickr.com/5205/5370900660_ac7e50b4bb.jpg\" width=\"224\" height=\"300\" /></a> 019/365 by Joseph Nicolia on Flickr[/caption]\r\n<p style=\"text-align: center;\"></p>\r\nAlso today, in the Post\'s business section, Allen Adamson, a branding firm director, is quoted about this Starbucks\' move:\r\n<blockquote>It\'s always risky when brands mix politics and business.</blockquote>\r\nIt\'s quite clear that Starbucks is taking a strong political stand against the shutdown, but I am not sure it will be risky. In fact, it may be a huge win for Starbucks (and maybe for the government, if it helps end the shutdown). To my knowledge, Starbucks is the first and only national brand that is saying something publicly about the shutdown-- and it\'s always good to be the first and only in marketing. Plus, it is using the petition to have people sign up to get updates, either by email or text. You know what that means: database expansion!\r\n\r\nFinally, this is a political ad, but it is not overtly partisan, and that\'s the key. It assumes that most people are against the government shutdown, and the ad does not point fingers at specific parties or politicians. In this way, Starbucks does not alienate its conservative or liberal java addicts. It may not be your cup of tea, but perhaps it is your venti of coffee!\r\n\r\nDid you see this petition in Starbucks or the ad in the paper? What do you think? Wise move or not? Let me know in the comments.','I\'ll have a venti and some politics please','','publish','open','open','','ill-have-a-venti-and-some-politics-please','','','2013-10-11 13:58:31','2013-10-11 13:58:31','',0,'http://deborahbrody.com/?p=2369',0,'post','',2),
(2370,4,'2013-10-11 13:35:27','2013-10-11 13:35:27','','I will have a venti and some politics please','','inherit','open','open','','2369-revision-v1','','','2013-10-11 13:35:27','2013-10-11 13:35:27','',2369,'http://deborahbrody.com/2013/10/2369-revision-v1/',0,'revision','',0),
(2371,4,'2013-10-11 13:52:19','2013-10-11 13:52:19','It was not until I saw a full page ad in today\'s Washington Post that I realized Starbucks has waded directly into the government shutdown debate. The full page ad (right hand page, far forward, four-color in media buying lingo) has the headline:\r\n<blockquote>Sign the Come Together Petition</blockquote>\r\nYou can see the text  on the <a href=\"http://http://www.starbucks.com/\" target=\"_blank\">Starbucks home page </a> and apparently, at all Starbucks stores starting today.\r\n\r\nAlso today, in the Post\'s business section, Allen Adamson, a branding firm director, is quoted about this Starbucks\' move:\r\n<blockquote>It\'s always risky when brands mix politics and business.</blockquote>\r\nIt\'s quite clear that Starbucks is taking a strong political stand against the shutdown, but I am not sure it will be risky. In fact, it may be a huge win for Starbucks (and maybe for the government if it helps end the shutdown). To my knowledge, Starbucks is the first and only national brand that is saying something publicly about the shutdown-- and it\'s always good to be the first and only in marketing. Plus, it is using the petition to have people sign up to get updates, either by email or text. You know what that means--database expansion!\r\n\r\nFinally, this is a political ad, but it is not overtly partisan, and that is the key. It assumes that most people are against the government shutdown, and the ad does not point fingers at specific parties or politicians. In this way, Starbucks does not alienate its conservative or liberal java addicts. It may not be your cup of tea, but perhaps it is your venti of coffee!\r\n\r\nDid you see this petition in Starbucks or the ad in the paper? What do you think? Wise move or not? Let me know in the comments.','I\'ll have a venti and some politics please','','inherit','open','open','','2369-revision-v1','','','2013-10-11 13:52:19','2013-10-11 13:52:19','',2369,'http://deborahbrody.com/2013/10/2369-revision-v1/',0,'revision','',0),
(2372,4,'2013-10-11 13:56:57','2013-10-11 13:56:57','It was not until I saw a full page ad in today\'s Washington Post that I realized Starbucks has waded directly into the government shutdown debate. The full page ad (right hand page, far forward, four-color in media buying lingo) has the headline:\r\n<blockquote>Sign the Come Together Petition</blockquote>\r\nYou can see the text  on the <a href=\"http://http://www.starbucks.com/\" target=\"_blank\">Starbucks home page </a> and apparently, at all Starbucks stores starting today.\r\n\r\n[caption id=\"\" align=\"aligncenter\" width=\"224\"]<a title=\"019/365 by irrezolut, on Flickr\" href=\"http://www.flickr.com/photos/irrezolut/5370900660/\"><img title=\"019/365 by Joseph Nicolia on Flickr\" alt=\"019/365\" src=\"http://farm6.staticflickr.com/5205/5370900660_ac7e50b4bb.jpg\" width=\"224\" height=\"300\" /></a> 019/365 by Joseph Nicolia on Flickr[/caption]\r\n<p style=\"text-align: center;\"></p>\r\nAlso today, in the Post\'s business section, Allen Adamson, a branding firm director, is quoted about this Starbucks\' move:\r\n<blockquote>It\'s always risky when brands mix politics and business.</blockquote>\r\nIt\'s quite clear that Starbucks is taking a strong political stand against the shutdown, but I am not sure it will be risky. In fact, it may be a huge win for Starbucks (and maybe for the government if it helps end the shutdown). To my knowledge, Starbucks is the first and only national brand that is saying something publicly about the shutdown-- and it\'s always good to be the first and only in marketing. Plus, it is using the petition to have people sign up to get updates, either by email or text. You know what that means--database expansion!\r\n\r\nFinally, this is a political ad, but it is not overtly partisan, and that is the key. It assumes that most people are against the government shutdown, and the ad does not point fingers at specific parties or politicians. In this way, Starbucks does not alienate its conservative or liberal java addicts. It may not be your cup of tea, but perhaps it is your venti of coffee!\r\n\r\nDid you see this petition in Starbucks or the ad in the paper? What do you think? Wise move or not? Let me know in the comments.','I\'ll have a venti and some politics please','','inherit','open','open','','2369-revision-v1','','','2013-10-11 13:56:57','2013-10-11 13:56:57','',2369,'http://deborahbrody.com/2013/10/2369-revision-v1/',0,'revision','',0),
(2373,4,'2013-10-11 13:58:31','2013-10-11 13:58:31','It was not until I saw a full page ad in today\'s Washington Post that I realized Starbucks has waded directly into the government shutdown debate. The full page ad (right hand page, far forward, four-color, in media buying lingo) has the headline:\r\n<blockquote>Sign the Come Together Petition</blockquote>\r\nYou can see the text  on the <a href=\"http://http://www.starbucks.com/\" target=\"_blank\">Starbucks home page </a> and apparently, at all Starbucks stores starting today.\r\n\r\n[caption id=\"\" align=\"aligncenter\" width=\"224\"]<a title=\"019/365 by irrezolut, on Flickr\" href=\"http://www.flickr.com/photos/irrezolut/5370900660/\"><img title=\"019/365 by Joseph Nicolia on Flickr\" alt=\"019/365\" src=\"http://farm6.staticflickr.com/5205/5370900660_ac7e50b4bb.jpg\" width=\"224\" height=\"300\" /></a> 019/365 by Joseph Nicolia on Flickr[/caption]\r\n<p style=\"text-align: center;\"></p>\r\nAlso today, in the Post\'s business section, Allen Adamson, a branding firm director, is quoted about this Starbucks\' move:\r\n<blockquote>It\'s always risky when brands mix politics and business.</blockquote>\r\nIt\'s quite clear that Starbucks is taking a strong political stand against the shutdown, but I am not sure it will be risky. In fact, it may be a huge win for Starbucks (and maybe for the government, if it helps end the shutdown). To my knowledge, Starbucks is the first and only national brand that is saying something publicly about the shutdown-- and it\'s always good to be the first and only in marketing. Plus, it is using the petition to have people sign up to get updates, either by email or text. You know what that means: database expansion!\r\n\r\nFinally, this is a political ad, but it is not overtly partisan, and that\'s the key. It assumes that most people are against the government shutdown, and the ad does not point fingers at specific parties or politicians. In this way, Starbucks does not alienate its conservative or liberal java addicts. It may not be your cup of tea, but perhaps it is your venti of coffee!\r\n\r\nDid you see this petition in Starbucks or the ad in the paper? What do you think? Wise move or not? Let me know in the comments.','I\'ll have a venti and some politics please','','inherit','open','open','','2369-revision-v1','','','2013-10-11 13:58:31','2013-10-11 13:58:31','',2369,'http://deborahbrody.com/2013/10/2369-revision-v1/',0,'revision','',0),
(2374,4,'2013-10-14 17:00:21','2013-10-14 17:00:21','At the gym today I saw a flyer for a private chef/prepared foods service. The concept is that you will get prepared meals delivered to your home on your schedule. What caught my eye was that at the bottom of the flyer it said: \"Website coming soon.\"\r\n\r\nThis got me thinking: Should you launch your business without having a website in place?  My gut tells me you should have your website up and running. However, nothing is so black and white, and probably, the answer depends on various factors, including:\r\n<ul>\r\n	<li>Type of business</li>\r\n	<li>How you get business (referrals, word of mouth, advertising)</li>\r\n	<li>Soft launch</li>\r\n	<li>Size of business</li>\r\n</ul>\r\nLastly, before launching, you need to understand how essential a website will be to your business. Will people need to consult your website to find out how to do business with you? In the case of the private chef,  a potential customer may want to check out types of food you offer, testimonials, pricing, timing.  Obviously, these questions can be answered by phone or in person too, but will you have time?\r\n\r\nI think there is more to be gained by having your website up and running BEFORE you launch. Does this mean you can\'t launch a business without a website? No. But it could cause problems for you as you try to build up your customer base.\r\n\r\nWhat do you think? Vote in the poll:\r\n\r\n[yop_poll id=\"2\"]','Should you launch your business before your website?','','publish','open','open','','should-you-launch-your-business-before-your-website','','','2013-10-14 17:00:21','2013-10-14 17:00:21','',0,'http://deborahbrody.com/?p=2374',0,'post','',0),
(2375,4,'2013-10-14 16:49:43','2013-10-14 16:49:43','At the gym today I saw a flyer for a private chef/prepared foods service. The concept is that you will get prepared meals delivered to your home on your schedule. What caught my eye was that at the bottom of the flyer it said: \"Website coming soon.\"\r\n\r\nThis got me thinking: Should you launch your business without having a website in place?  My gut tells me you should have your website up and running. However, nothing is so black and white, and probably, the answer depends on various factors, including:\r\n<ul>\r\n	<li>Type of business</li>\r\n	<li>How you get business (referrals, word of mouth, advertising)</li>\r\n	<li>Soft launch</li>\r\n	<li>Size of business</li>\r\n</ul>\r\nLastly, before launching, you need to understand how essential a website will be to your business. Will people need to consult your website to find out how to do business with you? In the case of the private chef,  a potential customer may want to check out types of food you offer, testimonials, pricing, timing.  Obviously, these questions can be answered by phone or in person too, but will you have time?\r\n\r\nI think there is more to be gained by having your website up and running BEFORE you launch. Does this mean you can\'t launch a business without a website? No. But it could cause problems for you as you try to build up your customer base.\r\n\r\nWhat do you think?','Should you launch your business before your website?','','inherit','open','open','','2374-revision-v1','','','2013-10-14 16:49:43','2013-10-14 16:49:43','',2374,'http://deborahbrody.com/2013/10/2374-revision-v1/',0,'revision','',0),
(2467,4,'2014-01-21 15:28:27','2014-01-21 15:28:27','It\'s easy to lose customers and very hard to get them back. Once they are gone, chances are they won\'t be back.\r\n\r\nThe reality is that there are many people and companies doing what you do. There\'s always an alternative for customers who are unhappy for any reason. Too many companies seem to lose sight of this reality, and they do little to ensure that they keep the customers they have.\r\n\r\n<strong>Here\'s how my heat/AC contractor failed to retain my business:</strong>\r\n\r\nBack in November, my schedule changed and I was not going to be working out of my home office.  In December, I generally get a home heating inspection with my heat/AC contractor. It helps to make sure all parts are working properly and that my heat will continue through the winter. This company is a family-run place where I have been a customer for three years.\r\n\r\n<strong>Strike one</strong>: I got a reminder card from the company in late November. I called right away to schedule an appointment. They had no open slots until LATE December, one month away. Mind you, I had just gotten the card.\r\n\r\n<strong>Strike two:</strong> I explained to the scheduler that I would not be home because of my situation and that I was hoping for a Saturday appointment. It turns out this company does not do inspections on Saturdays, only emergency work. Then I asked for an early weekday appointment. Again, the scheduler could not accommodate me. She told me that she could not find a technician in my area that would be available for their first appointment at 8:00 a.m.\r\n\r\n<strong>Strike three:</strong> I informed the scheduler that I would be forced to switch companies if she didn\'t try to accommodate me because I did not want to have a heat inspection later than December (remember, they were already scheduling late late December). No response and no attempt to rectify the situation.\r\n\r\n<strong>And they are out:</strong> After some research, I called another highly rated heat/AC company that not only was scheduling earlier in December (meaning they have more technicians) but would also provide guaranteed 8:00 a.m. appointments. It cost $20 more per annual contract than my previous company, but the ease of scheduling was worth it to me.\r\n\r\nMy first heat/AC contractor lost my business not because it wasn\'t good at it what it does but because it made<span style=\"text-decoration: underline;\"> no effort to accommodate me.</span> They seemed to forget that there are other contractors out there.\r\n\r\nMost heat/AC contractors do not market actively. Many have websites and most work on their ratings on places like Angie\'s List, but they mostly depend on word of mouth. This is why working to RETAIN customers should be a large part of their business model.\r\n\r\n<strong>Customers that stay are a continuing source of income AND of referrals.</strong>\r\n\r\nAgain, the reality is that keeping customers should be job one:  Losing customers is easy and getting them back is difficult. No amount of marketing will bring back a customer that has found a better alternative.\r\n\r\nWhat are you doing to retain your customers or clients? I\'d like to find out what specific actions you are taking and I will be sharing those in a future blog post.','Why customer retention should be job one','','publish','open','open','','why-customer-retention-should-be-job-o','','','2014-01-21 18:02:10','2014-01-21 18:02:10','',0,'http://deborahbrody.com/?p=2467',0,'post','',0),
(2377,4,'2013-10-14 16:59:32','2013-10-14 16:59:32','At the gym today I saw a flyer for a private chef/prepared foods service. The concept is that you will get prepared meals delivered to your home on your schedule. What caught my eye was that at the bottom of the flyer it said: \"Website coming soon.\"\r\n\r\nThis got me thinking: Should you launch your business without having a website in place?  My gut tells me you should have your website up and running. However, nothing is so black and white, and probably, the answer depends on various factors, including:\r\n<ul>\r\n	<li>Type of business</li>\r\n	<li>How you get business (referrals, word of mouth, advertising)</li>\r\n	<li>Soft launch</li>\r\n	<li>Size of business</li>\r\n</ul>\r\nLastly, before launching, you need to understand how essential a website will be to your business. Will people need to consult your website to find out how to do business with you? In the case of the private chef,  a potential customer may want to check out types of food you offer, testimonials, pricing, timing.  Obviously, these questions can be answered by phone or in person too, but will you have time?\r\n\r\nI think there is more to be gained by having your website up and running BEFORE you launch. Does this mean you can\'t launch a business without a website? No. But it could cause problems for you as you try to build up your customer base.\r\n\r\nWhat do you think? Vote in the poll:\r\n\r\n[yop_poll id=\"2\"]','Should you launch your business before your website?','','inherit','open','open','','2374-revision-v1','','','2013-10-14 16:59:32','2013-10-14 16:59:32','',2374,'http://deborahbrody.com/2013/10/2374-revision-v1/',0,'revision','',0),
(2378,4,'2013-10-14 18:01:49','2013-10-14 18:01:49','Last night, I met a friend for dinner. He chose a Thai place that was half-way between his place and mine. Upon reading some reviews online, I found out that this is the only Thai place  in the area that\'s Halal, that is, observes Muslim dietary rules.\n\nWhen I got there last night, it was empty save for a couple of people. Few people came in until a outwardly observant Muslim family came in. When they were done eating and had left, the owner pretty much closed up shop and kicked my friend and me out. From the time we had arrived at 6:30 p.m. until we left, no more than ten other customers had been in the restaurant.\n\nThe food at this Thai place was not very good. It was mediocre. It wasn\'t spicy enough, or attractively presented enough or even interesting enough. They did not have Thai standards like green papaya salad or red curry. Based on the food alone, I would not go back.\n\nThe only relevant differentiator this Thai restaurant offers is that it is Halal. Is that enough? <strong>Can you have one strong point of differentiation and have that keep your business alive? Well, the answer is yes, but there is an \"if\" attached.</strong> In this case, you could have Halal as your point of differentiation ONLY IF your food is on par with other similar restaurants.\n\nIn a world where there are multiple offerings for everything (many organic grocery stores, tons of sushi restaurants, hundreds of nail salons),<strong> you have to meet the standard or exceed it AND then find your point of differentiation.</strong> For example, if you have a nail salon, not only do have to comply with sanitary guidelines required by law, but you should find something that your competition does not have (the most colors, the most comfortable chairs, etc.).\n\nWhat do you think? Is having a point of differentiation enough?','Is having a point of differentiation enough?','','inherit','open','open','','2362-autosave-v1','','','2013-10-14 18:01:49','2013-10-14 18:01:49','',2362,'http://deborahbrody.com/2013/10/2362-autosave-v1/',0,'revision','',0),
(2379,4,'2013-10-14 18:02:26','2013-10-14 18:02:26','Last night, I met a friend for dinner. He chose a Thai place that was half-way between his place and mine. Upon reading some reviews online, I found out that this is the only Thai place  in the area that\'s Halal, that is, observes Muslim dietary rules.\r\n\r\nWhen I got there last night, it was empty save for a couple of people. Few people came in until a outwardly observant Muslim family came in. When they were done eating and had left, the owner pretty much closed up shop and kicked my friend and me out. From the time we had arrived at 6:30 p.m. until we left, no more than ten other customers had been in the restaurant.\r\n\r\nThe food at this Thai place was not very good. In fact, it was mediocre. It wasn\'t spicy enough, or attractively presented enough or even interesting enough. They did not have Thai standards like green papaya salad or red curry. Based on the food alone, I would not go back.\r\n\r\nThe only relevant differentiator this Thai restaurant offers is that it\'s Halal. Is that enough? <strong>Can you have one strong point of differentiation and have that keep your business alive? Well, the answer is yes, but there is an \"if\" attached.</strong> In this case, you could have Halal as your point of differentiation ONLY IF your food is on par with other similar restaurants.\r\n\r\nIn a world where there are multiple offerings for everything (many organic grocery stores, tons of sushi restaurants, hundreds of nail salons),<strong> you have to meet the standard or exceed it AND then find your point of differentiation.</strong> For example, if you have a nail salon, not only do have to comply with sanitary guidelines required by law, but you should find something that your competition does not have (the most colors, the most comfortable chairs, etc.).\r\n\r\nWhat do you think? Is having a point of differentiation enough?','Is having a point of differentiation enough?','','inherit','open','open','','2362-revision-v1','','','2013-10-14 18:02:26','2013-10-14 18:02:26','',2362,'http://deborahbrody.com/2013/10/2362-revision-v1/',0,'revision','',0),
(2381,4,'2013-10-17 14:12:05','2013-10-17 14:12:05','If you are putting in the effort toward having a blog, shouldn\'t visitors to your website be able to find it easily? For some organizations, the answer seems to be no. Some blogs are hiding and that is not a good place for them to be.\r\n\r\nWhy are these blogs hiding? Here are several \"reasons:\"\r\n<ul>\r\n	<li>The blog is \"housed\" separately than the website on free blog hosting such as Blogger or WordPress.com.</li>\r\n	<li>Different departments handle the website and the blog and there is territoriality.</li>\r\n	<li>Organizations believe they must have a blog but don\'t want anybody to actually read it.</li>\r\n	<li>The blog is an afterthought and there is no room on the home page to include it.</li>\r\n	<li>Some organizations think it is obvious that blogs belong in the \"newsroom\" section or the \"publications\" section (AKA not understanding the user experience).</li>\r\n</ul>\r\nSuccessful blogs are:\r\n<ul>\r\n	<li>Findable/accessible</li>\r\n	<li>Relevant</li>\r\n	<li>Shareable</li>\r\n</ul>\r\nA blog that is hiding is not easy to find, and therefore, not accessible (and certainly not shared or subscribed to).  It won\'t matter how relevant or great the blog\'s content is if the average visitor to your website has no idea it is there.\r\n\r\n<em>Want to learn how to have a more effective blog? Attend my next How to Write Your Blog workshop on November 12, 2013 in Washington, DC. Get the details and <a href=\"http://dbmcbloggingworkshop.eventbrite.com/\" target=\"_blank\">register today! </a></em>','Is your blog hiding?','','publish','open','open','','is-your-blog-hiding','','','2013-10-17 14:12:05','2013-10-17 14:12:05','',0,'http://deborahbrody.com/?p=2381',0,'post','',1),
(2382,4,'2013-10-17 14:10:29','2013-10-17 14:10:29','If you are putting in the effort toward having a blog, shouldn\'t visitors to your website be able to find it easily? For some organizations, the answer seems to be no. Some blogs are hiding and that is not a good place for them to be.\r\n\r\nWhy are these blogs hiding? Here are several \"reasons:\"\r\n<ul>\r\n	<li>The blog is \"housed\" separately than the website on free blog hosting such as Blogger or WordPress.com.</li>\r\n	<li>Different departments handle the website and the blog and there is territoriality.</li>\r\n	<li>Organizations believe they must have a blog but don\'t want anybody to actually read it.</li>\r\n	<li>The blog is an afterthought and there is no room on the home page to include it.</li>\r\n	<li>Some organizations think it is obvious that blogs belong in the \"newsroom\" section or the \"publications\" section (AKA not understanding the user experience).</li>\r\n</ul>\r\nSuccessful blogs are:\r\n<ul>\r\n	<li>Findable/accessible</li>\r\n	<li>Relevant</li>\r\n	<li>Shareable</li>\r\n</ul>\r\nA blog that is hiding is not easy to find, and therefore, not accessible (and certainly not shared or subscribed to).  It won\'t matter how relevant or great the blog\'s content is if the average visitor to your website has no idea it is there.\r\n\r\n<em>Want to learn how to have a more effective blog? Attend my next How to Write Your Blog workshop on November 12, 2013 in Washington, DC. Get the details and <a href=\"http://dbmcbloggingworkshop.eventbrite.com/\" target=\"_blank\">register today! </a></em>','Is your blog hiding?','','inherit','open','open','','2381-revision-v1','','','2013-10-17 14:10:29','2013-10-17 14:10:29','',2381,'http://deborahbrody.com/2013/10/2381-revision-v1/',0,'revision','',0),
(2384,4,'2013-10-21 18:14:40','2013-10-21 18:14:40','Not every business needs to spend lots of money on marketing communications (ads, PR, etc.) but every business should spend time/effort/money on communicating with existing customers. Why? Because these businesses probably depend on referrals for their livelihood.\r\n\r\nEven if you don\'t have a marketing budget (although you should have some dollars set aside for your website and social media efforts), you must budget for customer communications. Keeping in touch with current customers is a serious no-brainer. There are several ways to do it, depending on the size of your customer base: newsletters (electronic or print), postcards, letters, blogging on your website and even phone calls.\r\n\r\nAt a bare minimum, your existing customers need to hear from you once a year. And yet, how many businesses do not communicate with customers at all?\r\n\r\nLet me give you a personal example. I bought my home insurance from an agency recommended by my real estate agent.  In the three years I have had this insurance this is the number of times I have heard from the insurance agency: zero. Not once. This past week, I got a policy renewal that listed a 20% increase in my premium. I called the insurer to find out what happened. It turns out that there has been a statewide, across-the-board increase, which, by the way, was announced in February. Except that I didn\'t know. Because my insurance agency did not bother to inform me.\r\n\r\nSince my agency does not communicate with me at all, I will be shopping for a new agency this week. I have no need to be loyal to the agency because they have shown absolutely no loyalty to me as a customer. They haven\'t kept me informed about insurance changes. They haven\'t inquired as to whether I need any type of other insurance. They have never even asked me if I am satisfied with my insurer.\r\n\r\nHaving a customer communication program is marketing. It can help maintain current customer relationships and it can lead to referrals.  It keeps your business top of mind.  The company that painted my house knows this, which is why it sent a card at Christmas. My heat/AC contractors send out postcard reminders in the spring and fall that it is time to have the system checked. The mechanics send discount coupons and reminders it is time for service on the car.\r\n<h4>Set up a customer communication program</h4>\r\nThe first step is to develop and/or refine your <strong>customer database</strong>.  You must collect basic customer information: address, phone number, email.\r\n\r\nAssign a <strong>budge</strong>t. Call it marketing or call it customer retention or call it a referral program. Just budget for it.\r\n\r\n<strong>Decide how many times per year you will have contact with your customers, </strong>taking into account factors including your budget, how you will communicate with customers, and the nature of your business<strong>.</strong> If you are a seasonal business (you sell Christmas baskets or you do taxes for example), then you could send out your communications once a year. If you depend on having informed customers (you deal with investments), you may need to have a monthly or even weekly newsletter.\r\n\r\nDecide what <strong>type of information</strong> your customers need.\r\n\r\nLine up the right <strong>vendors</strong> (printers, direct mail companies, e-marketing, etc.)\r\n\r\nDo you have a customer communications plan? If so, what do you take into account?\r\n<p id=\"stcpDiv\"><em>Want to learn how to have a more effective blog? Attend my next How to Write Your Blog workshop on November 12, 2013 in Washington, DC. Get the <a href=\"http://dbmcbloggingworkshop.eventbrite.com/\" target=\"_blank\">details and register today!</a></em></p>','Why customer communication is marketing','','publish','open','open','','why-customer-communication-is-marketing','','','2013-10-21 18:14:40','2013-10-21 18:14:40','',0,'http://deborahbrody.com/?p=2384',0,'post','',0),
(2385,4,'2013-10-21 18:12:18','2013-10-21 18:12:18','Not every business needs to spend lots of money on marketing communications (ads, PR, etc.) but every business should spend time/effort/money on communicating with existing customers. Why? Because these businesses probably depend on referrals for their livelihood.\r\n\r\nEven if you don\'t have a marketing budget (although you should have some dollars set aside for your website and social media efforts), you must budget for customer communications. Keeping in touch with current customers is a serious no-brainer. There are several ways to do it, depending on the size of your customer base: newsletters (electronic or print), postcards, letters, blogging on your website and even phone calls.\r\n\r\nAt a bare minimum, your existing customers need to hear from you once a year. And yet, how many businesses do not communicate with customers at all?\r\n\r\nLet me give you a personal example. I bought my home insurance from an agency recommended by my real estate agent.  In the three years I have had this insurance this is the number of times I have heard from the insurance agency: zero. Not once. This past week, I got a policy renewal that listed a 20% increase in my premium. I called the insurer to find out what happened. It turns out that there has been a statewide, across-the-board increase, which, by the way, was announced in February. Except that I didn\'t know. Because my insurance agency did not bother to inform me.\r\n\r\nSince my agency does not communicate with me at all, I will be shopping for a new agency this week. I have no need to be loyal to the agency because they have shown absolutely no loyalty to me as a customer. They haven\'t kept me informed about insurance changes. They haven\'t inquired as to whether I need any type of other insurance. They have never even asked me if I am satisfied with my insurer.\r\n\r\nHaving a customer communication program is marketing. It can help maintain current customer relationships and it can lead to referrals.  It keeps your business top of mind.  The company that painted my house knows this, which is why it sent a card at Christmas. My heat/AC contractors send out postcard reminders in the spring and fall that it is time to have the system checked. The mechanics send discount coupons and reminders it is time for service on the car.\r\n<h4>Set up a customer communication program</h4>\r\nThe first step is to develop and/or refine your <strong>customer database</strong>.  You must collect basic customer information: address, phone number, email.\r\n\r\nAssign a <strong>budge</strong>t. Call it marketing or call it customer retention or call it a referral program. Just budget for it.\r\n\r\n<strong>Decide how many times per year you will have contact with your customers, </strong>taking into account factors including your budget, how you will communicate with customers, and the nature of your business<strong>.</strong> If you are a seasonal business (you sell Christmas baskets or you do taxes for example), then you could send out your communications once a year. If you depend on having informed customers (you deal with investments), you may need to have a monthly or even weekly newsletter.\r\n\r\nDecide what <strong>type of information</strong> your customers need.\r\n\r\nLine up the right <strong>vendors</strong> (printers, direct mail companies, e-marketing, etc.)\r\n\r\nDo you have a customer communications plan? If so, what do you take into account?\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;\r\n\r\n&nbsp;','Why customer communication is marketing','','inherit','open','open','','2384-revision-v1','','','2013-10-21 18:12:18','2013-10-21 18:12:18','',2384,'http://deborahbrody.com/2013/10/2384-revision-v1/',0,'revision','',0),
(2386,4,'2013-10-21 18:14:13','2013-10-21 18:14:13','Not every business needs to spend lots of money on marketing communications (ads, PR, etc.) but every business should spend time/effort/money on communicating with existing customers. Why? Because these businesses probably depend on referrals for their livelihood.\r\n\r\nEven if you don\'t have a marketing budget (although you should have some dollars set aside for your website and social media efforts), you must budget for customer communications. Keeping in touch with current customers is a serious no-brainer. There are several ways to do it, depending on the size of your customer base: newsletters (electronic or print), postcards, letters, blogging on your website and even phone calls.\r\n\r\nAt a bare minimum, your existing customers need to hear from you once a year. And yet, how many businesses do not communicate with customers at all?\r\n\r\nLet me give you a personal example. I bought my home insurance from an agency recommended by my real estate agent.  In the three years I have had this insurance this is the number of times I have heard from the insurance agency: zero. Not once. This past week, I got a policy renewal that listed a 20% increase in my premium. I called the insurer to find out what happened. It turns out that there has been a statewide, across-the-board increase, which, by the way, was announced in February. Except that I didn\'t know. Because my insurance agency did not bother to inform me.\r\n\r\nSince my agency does not communicate with me at all, I will be shopping for a new agency this week. I have no need to be loyal to the agency because they have shown absolutely no loyalty to me as a customer. They haven\'t kept me informed about insurance changes. They haven\'t inquired as to whether I need any type of other insurance. They have never even asked me if I am satisfied with my insurer.\r\n\r\nHaving a customer communication program is marketing. It can help maintain current customer relationships and it can lead to referrals.  It keeps your business top of mind.  The company that painted my house knows this, which is why it sent a card at Christmas. My heat/AC contractors send out postcard reminders in the spring and fall that it is time to have the system checked. The mechanics send discount coupons and reminders it is time for service on the car.\r\n<h4>Set up a customer communication program</h4>\r\nThe first step is to develop and/or refine your <strong>customer database</strong>.  You must collect basic customer information: address, phone number, email.\r\n\r\nAssign a <strong>budge</strong>t. Call it marketing or call it customer retention or call it a referral program. Just budget for it.\r\n\r\n<strong>Decide how many times per year you will have contact with your customers, </strong>taking into account factors including your budget, how you will communicate with customers, and the nature of your business<strong>.</strong> If you are a seasonal business (you sell Christmas baskets or you do taxes for example), then you could send out your communications once a year. If you depend on having informed customers (you deal with investments), you may need to have a monthly or even weekly newsletter.\r\n\r\nDecide what <strong>type of information</strong> your customers need.\r\n\r\nLine up the right <strong>vendors</strong> (printers, direct mail companies, e-marketing, etc.)\r\n\r\nDo you have a customer communications plan? If so, what do you take into account?\r\n<p id=\"stcpDiv\"><em>Want to learn how to have a more effective blog? Attend my next How to Write Your Blog workshop on November 12, 2013 in Washington, DC. Get the <a href=\"http://dbmcbloggingworkshop.eventbrite.com/\" target=\"_blank\">details and register today!</a></em></p>','Why customer communication is marketing','','inherit','open','open','','2384-revision-v1','','','2013-10-21 18:14:13','2013-10-21 18:14:13','',2384,'http://deborahbrody.com/2013/10/2384-revision-v1/',0,'revision','',0),
(2387,4,'2013-10-23 14:33:18','2013-10-23 14:33:18','Between content marketing and content strategy and content creation, content is everywhere. These days, it seems like the one thing that will solve your communications and marketing problems is content. And really, who hasn\'t heard the phrase \"content is king?\"\r\n\r\nThe truth is it\'s not enough to write some stuff, call it content, and post it on your website and social networks. You\'ve got to work a wee bit harder than that.\r\n\r\nHere are the six (hard) truths of content creation:\r\n\r\n1. It\'s not enough to create content--you have to have<strong> a reason behind it</strong> (also called \"content strategy\").\r\n\r\n2. It\'s not enough to create content--you need to have<strong> quality content</strong>, which means that it  should be useful and/or relevant and/or interesting. And don\'t forget, it MUST be well-written (yes, grammar matters).\r\n\r\n3. It\'s not enough to create content--you want<strong> content that attracts attention</strong> and gets shared. Boring, irrelevant stuff is not going viral any time soon.\r\n\r\n4. It\'s not enough to create content--you need to make sure that people can <strong>find it</strong> (thought about SEO lately?) and can <strong>share it</strong> (where is your \"tweet this\" button?).\r\n\r\n5. It\'s not enough to create content--your content should <strong>help</strong> (answer questions, give relevant information) your customers, supporters or advocates.\r\n\r\n6. It\'s not enough to create content--you need to <strong>measure</strong> it (don\'t you want to know what is working and what isn\'t?).\r\n\r\nWhat rings true to you? Let me know in the comments.\r\n\r\n<em>Want to have a more effective blog? Attend the next <strong>How to Write Your Blog</strong> workshop on November 12 in Washington, DC.  <a href=\"http://dbmcbloggingworkshop.eventbrite.com/\" target=\"_blank\">Learn more and register today!</a></em>','The 6 Truths of Content Creation','','publish','open','open','','the-6-truths-of-content-creation','','','2013-10-23 14:33:18','2013-10-23 14:33:18','',0,'http://deborahbrody.com/?p=2387',0,'post','',0),
(2388,4,'2013-10-23 14:32:30','2013-10-23 14:32:30','Between content marketing and content strategy and content creation, content is everywhere. These days, it seems like the one thing that will solve your communications and marketing problems is content. And really, who hasn\'t heard the phrase \"content is king?\"\r\n\r\nThe truth is it\'s not enough to write some stuff, call it content, and post it on your website and social networks. You\'ve got to work a wee bit harder than that.\r\n\r\nHere are the six (hard) truths of content creation:\r\n\r\n1. It\'s not enough to create content--you have to have<strong> a reason behind it</strong> (also called \"content strategy\").\r\n\r\n2. It\'s not enough to create content--you need to have<strong> quality content</strong>, which means that it  should be useful and/or relevant and/or interesting. And don\'t forget, it MUST be well-written (yes, grammar matters).\r\n\r\n3. It\'s not enough to create content--you want<strong> content that attracts attention</strong> and gets shared. Boring, irrelevant stuff is not going viral any time soon.\r\n\r\n4. It\'s not enough to create content--you need to make sure that people can <strong>find it</strong> (thought about SEO lately?) and can <strong>share it</strong> (where is your \"tweet this\" button?).\r\n\r\n5. It\'s not enough to create content--your content should <strong>help</strong> (answer questions, give relevant information) your customers, supporters or advocates.\r\n\r\n6. It\'s not enough to create content--you need to <strong>measure</strong> it (don\'t you want to know what is working and what isn\'t?).\r\n\r\nWhat rings true to you? Let me know in the comments.\r\n\r\n<em>Want to have a more effective blog? Attend the next <strong>How to Write Your Blog</strong> workshop on November 12 in Washington, DC.  <a href=\"http://dbmcbloggingworkshop.eventbrite.com/\" target=\"_blank\">Learn more and register today!</a></em>','The 6 Truths of Content Creation','','inherit','open','open','','2387-revision-v1','','','2013-10-23 14:32:30','2013-10-23 14:32:30','',2387,'http://deborahbrody.com/2013/10/2387-revision-v1/',0,'revision','',0),
(2390,4,'2013-10-28 13:47:29','2013-10-28 13:47:29','If you ever watched the TLC show <span style=\"text-decoration: underline;\">What Not to Wear</span>, you know some people choose to wear cringe-inducing outfits when left to their own devices. It generally takes an ambush by the show\'s hosts, disapprovalof the person\'s loved ones, and a look in the three-way mirror for the fashion-challenged individual to consider changing his/her look.  In other words, sometimes you need an outside perspective.\r\n\r\n[caption id=\"\" align=\"aligncenter\" width=\"351\"]<a title=\"What? by judepics, on Flickr\" href=\"http://www.flickr.com/photos/judepics/159365806/\"><img alt=\"What?\" src=\"http://farm1.staticflickr.com/49/159365806_da2bcb4684.jpg\" width=\"351\" height=\"500\" /></a> What? by Judith (judepics) on Flickr[/caption]\r\n\r\nHere\'s my outside perspective on what you should not be doing on your blog:\r\n\r\n<strong>Pulling a bait and switch.</strong> You tell readers you have five tips for doing something but in reality you want them to buy your e-book or webinar. Not cool.\r\n\r\n<strong>Selling</strong>. You can funnel your readers to something you are selling, <em>after</em> you have given them value. In other words, your blog post is not advertising copy.\r\n\r\n<strong>Letting down your readers</strong>. If your headline promises the ten best ways to do something, then you should deliver those ten tips.\r\n\r\n<strong>Making readers cringe at your inability to use spell-check (or understand grammar)</strong>. We all make mistakes, and we all forgive one or two typos and grammatical slip-ups, but there\'s a limit.\r\n\r\n<strong>Not understanding how people read on the web (or on mobile)</strong>. Your post consists of a single paragraph, no breaks, no bolding, no graphics, no bullet points, nothing. And it is really long.  The web makes people <em>scan</em> content (so make your content scannable!).\r\n\r\n<strong>Closing off comments</strong>. Why be social if you don\'t want people to interact with you? You can and should have a comment policy, and you don\'t have to approve every comment, but do have a way for people to interact with your blog post.\r\n\r\n<strong>Being jargon and buzzword crazy</strong>. Few things make me want to scream as much as a blog post filled to the brim with buzzy phrases and cliched jargon (\"try to find your sweet spot by selling the c-suite on the low hanging fruit...\").\r\n\r\nWhat would you add? Tell me in the comments, which I moderate but always check and respond to!\r\n\r\n<em>Want to have an effective blog? Attend the next <strong>How to Write Your Blog</strong> workshop on November 12 in Washington, DC.  <a href=\"http://dbmcbloggingworkshop.eventbrite.com/\" target=\"_blank\">Get more details and register today! </a>Early registration prices available until Friday.</em>\r\n\r\n&nbsp;','What not to do on your blog','','publish','open','open','','what-not-to-do-on-your-blog','','','2013-10-28 13:49:24','2013-10-28 13:49:24','',0,'http://deborahbrody.com/?p=2390',0,'post','',0),
(2391,4,'2013-10-28 13:43:09','2013-10-28 13:43:09','If you ever watched the TLC show What Not to Wear, you know some people choose to wear cringe-inducing outfits when left to their own devices. It generally takes an ambush by the show\'s hosts, approval (or rather, disapproval) of the person\'s loved ones, and a look in the three-way mirror for the fashion-challenged individual to consider changing.  In other words, sometimes you need the outside perspective.\r\n\r\n[caption id=\"\" align=\"aligncenter\" width=\"351\"]<a title=\"What? by judepics, on Flickr\" href=\"http://www.flickr.com/photos/judepics/159365806/\"><img alt=\"What?\" src=\"http://farm1.staticflickr.com/49/159365806_da2bcb4684.jpg\" width=\"351\" height=\"500\" /></a> What? by Judith (judepics) on Flickr[/caption]\r\n<p style=\"text-align: center;\"></p>\r\nHere\'s my outside perspective on what you should not be doing on your blog:\r\n\r\n<strong>Pulling a bait and switch.</strong> You tell readers you have five tips for doing something but in reality you want them to buy your e-book or webinar. Not cool.\r\n\r\n<strong>Selling</strong>. You can funnel your readers to something you are selling, after you have given them value. In other words, your blog post is not advertising copy.\r\n\r\n<strong>Letting down your readers</strong>. If your headline promises the ten best ways to do something, then you should deliver those ten tips.\r\n\r\n<strong>Making readers cringe at your inability to use spell-check (or understand grammar)</strong>. We all make mistakes, and we all forgive one or two typos and grammatical slip-ups, but there\'s a limit.\r\n\r\n<strong>Not understanding how people read on the web (or on mobile)</strong>. Your post consists of a single paragraph, no breaks, no bolding, no graphics, no bullet points, nothing. And it is really long.  The web makes people <em>scan</em> content (so make your content scannable!).\r\n\r\n<strong>Closing off comments</strong>. Why be social if you don\'t want people to interact with you? You can and should have a comment policy, and you don\'t have to approve every comment, but do have a way for people to interact with your blog post.\r\n\r\n<strong>Being jargon and buzzword crazy</strong>. Few things make me want to scream as much as a blog post filled to the brim with buzzy phrases and cliched jargon (\"try to find your sweet spot by selling the c-suite on the low hanging fruit...\").\r\n\r\nWhat would you add? Tell me in the comments, which I moderate but always check and respond to!\r\n\r\n<em>Want to have an effective blog? Attend the next <strong>How to Write Your Blog</strong> workshop on November 12 in Washington, DC.  <a href=\"http://dbmcbloggingworkshop.eventbrite.com/\" target=\"_blank\">Get more details and register today! </a>Early registration prices available until Friday.</em>\r\n\r\n&nbsp;','What not to do on your blog','','inherit','open','open','','2390-revision-v1','','','2013-10-28 13:43:09','2013-10-28 13:43:09','',2390,'http://deborahbrody.com/2013/10/2390-revision-v1/',0,'revision','',0),
(2392,4,'2013-10-28 13:47:06','2013-10-28 13:47:06','If you ever watched the TLC show What Not to Wear, you know some people choose to wear cringe-inducing outfits when left to their own devices. It generally takes an ambush by the show\'s hosts, disapprovalof the person\'s loved ones, and a look in the three-way mirror for the fashion-challenged individual to consider changing his/her look.  In other words, sometimes you need an outside perspective.\r\n\r\n[caption id=\"\" align=\"aligncenter\" width=\"351\"]<a title=\"What? by judepics, on Flickr\" href=\"http://www.flickr.com/photos/judepics/159365806/\"><img alt=\"What?\" src=\"http://farm1.staticflickr.com/49/159365806_da2bcb4684.jpg\" width=\"351\" height=\"500\" /></a> What? by Judith (judepics) on Flickr[/caption]\r\n<p style=\"text-align: center;\"></p>\r\nHere\'s my outside perspective on what you should not be doing on your blog:\r\n\r\n<strong>Pulling a bait and switch.</strong> You tell readers you have five tips for doing something but in reality you want them to buy your e-book or webinar. Not cool.\r\n\r\n<strong>Selling</strong>. You can funnel your readers to something you are selling, after you have given them value. In other words, your blog post is not advertising copy.\r\n\r\n<strong>Letting down your readers</strong>. If your headline promises the ten best ways to do something, then you should deliver those ten tips.\r\n\r\n<strong>Making readers cringe at your inability to use spell-check (or understand grammar)</strong>. We all make mistakes, and we all forgive one or two typos and grammatical slip-ups, but there\'s a limit.\r\n\r\n<strong>Not understanding how people read on the web (or on mobile)</strong>. Your post consists of a single paragraph, no breaks, no bolding, no graphics, no bullet points, nothing. And it is really long.  The web makes people <em>scan</em> content (so make your content scannable!).\r\n\r\n<strong>Closing off comments</strong>. Why be social if you don\'t want people to interact with you? You can and should have a comment policy, and you don\'t have to approve every comment, but do have a way for people to interact with your blog post.\r\n\r\n<strong>Being jargon and buzzword crazy</strong>. Few things make me want to scream as much as a blog post filled to the brim with buzzy phrases and cliched jargon (\"try to find your sweet spot by selling the c-suite on the low hanging fruit...\").\r\n\r\nWhat would you add? Tell me in the comments, which I moderate but always check and respond to!\r\n\r\n<em>Want to have an effective blog? Attend the next <strong>How to Write Your Blog</strong> workshop on November 12 in Washington, DC.  <a href=\"http://dbmcbloggingworkshop.eventbrite.com/\" target=\"_blank\">Get more details and register today! </a>Early registration prices available until Friday.</em>\r\n\r\n&nbsp;','What not to do on your blog','','inherit','open','open','','2390-revision-v1','','','2013-10-28 13:47:06','2013-10-28 13:47:06','',2390,'http://deborahbrody.com/2013/10/2390-revision-v1/',0,'revision','',0),
(2393,4,'2013-10-28 13:47:29','2013-10-28 13:47:29','If you ever watched the TLC show What Not to Wear, you know some people choose to wear cringe-inducing outfits when left to their own devices. It generally takes an ambush by the show\'s hosts, disapprovalof the person\'s loved ones, and a look in the three-way mirror for the fashion-challenged individual to consider changing his/her look.  In other words, sometimes you need an outside perspective.\r\n\r\n[caption id=\"\" align=\"aligncenter\" width=\"351\"]<a title=\"What? by judepics, on Flickr\" href=\"http://www.flickr.com/photos/judepics/159365806/\"><img alt=\"What?\" src=\"http://farm1.staticflickr.com/49/159365806_da2bcb4684.jpg\" width=\"351\" height=\"500\" /></a> What? by Judith (judepics) on Flickr[/caption]\r\n\r\nHere\'s my outside perspective on what you should not be doing on your blog:\r\n\r\n<strong>Pulling a bait and switch.</strong> You tell readers you have five tips for doing something but in reality you want them to buy your e-book or webinar. Not cool.\r\n\r\n<strong>Selling</strong>. You can funnel your readers to something you are selling, after you have given them value. In other words, your blog post is not advertising copy.\r\n\r\n<strong>Letting down your readers</strong>. If your headline promises the ten best ways to do something, then you should deliver those ten tips.\r\n\r\n<strong>Making readers cringe at your inability to use spell-check (or understand grammar)</strong>. We all make mistakes, and we all forgive one or two typos and grammatical slip-ups, but there\'s a limit.\r\n\r\n<strong>Not understanding how people read on the web (or on mobile)</strong>. Your post consists of a single paragraph, no breaks, no bolding, no graphics, no bullet points, nothing. And it is really long.  The web makes people <em>scan</em> content (so make your content scannable!).\r\n\r\n<strong>Closing off comments</strong>. Why be social if you don\'t want people to interact with you? You can and should have a comment policy, and you don\'t have to approve every comment, but do have a way for people to interact with your blog post.\r\n\r\n<strong>Being jargon and buzzword crazy</strong>. Few things make me want to scream as much as a blog post filled to the brim with buzzy phrases and cliched jargon (\"try to find your sweet spot by selling the c-suite on the low hanging fruit...\").\r\n\r\nWhat would you add? Tell me in the comments, which I moderate but always check and respond to!\r\n\r\n<em>Want to have an effective blog? Attend the next <strong>How to Write Your Blog</strong> workshop on November 12 in Washington, DC.  <a href=\"http://dbmcbloggingworkshop.eventbrite.com/\" target=\"_blank\">Get more details and register today! </a>Early registration prices available until Friday.</em>\r\n\r\n&nbsp;','What not to do on your blog','','inherit','open','open','','2390-revision-v1','','','2013-10-28 13:47:29','2013-10-28 13:47:29','',2390,'http://deborahbrody.com/2013/10/2390-revision-v1/',0,'revision','',0),
(2394,4,'2013-10-28 13:49:24','2013-10-28 13:49:24','If you ever watched the TLC show <span style=\"text-decoration: underline;\">What Not to Wear</span>, you know some people choose to wear cringe-inducing outfits when left to their own devices. It generally takes an ambush by the show\'s hosts, disapprovalof the person\'s loved ones, and a look in the three-way mirror for the fashion-challenged individual to consider changing his/her look.  In other words, sometimes you need an outside perspective.\r\n\r\n[caption id=\"\" align=\"aligncenter\" width=\"351\"]<a title=\"What? by judepics, on Flickr\" href=\"http://www.flickr.com/photos/judepics/159365806/\"><img alt=\"What?\" src=\"http://farm1.staticflickr.com/49/159365806_da2bcb4684.jpg\" width=\"351\" height=\"500\" /></a> What? by Judith (judepics) on Flickr[/caption]\r\n\r\nHere\'s my outside perspective on what you should not be doing on your blog:\r\n\r\n<strong>Pulling a bait and switch.</strong> You tell readers you have five tips for doing something but in reality you want them to buy your e-book or webinar. Not cool.\r\n\r\n<strong>Selling</strong>. You can funnel your readers to something you are selling, <em>after</em> you have given them value. In other words, your blog post is not advertising copy.\r\n\r\n<strong>Letting down your readers</strong>. If your headline promises the ten best ways to do something, then you should deliver those ten tips.\r\n\r\n<strong>Making readers cringe at your inability to use spell-check (or understand grammar)</strong>. We all make mistakes, and we all forgive one or two typos and grammatical slip-ups, but there\'s a limit.\r\n\r\n<strong>Not understanding how people read on the web (or on mobile)</strong>. Your post consists of a single paragraph, no breaks, no bolding, no graphics, no bullet points, nothing. And it is really long.  The web makes people <em>scan</em> content (so make your content scannable!).\r\n\r\n<strong>Closing off comments</strong>. Why be social if you don\'t want people to interact with you? You can and should have a comment policy, and you don\'t have to approve every comment, but do have a way for people to interact with your blog post.\r\n\r\n<strong>Being jargon and buzzword crazy</strong>. Few things make me want to scream as much as a blog post filled to the brim with buzzy phrases and cliched jargon (\"try to find your sweet spot by selling the c-suite on the low hanging fruit...\").\r\n\r\nWhat would you add? Tell me in the comments, which I moderate but always check and respond to!\r\n\r\n<em>Want to have an effective blog? Attend the next <strong>How to Write Your Blog</strong> workshop on November 12 in Washington, DC.  <a href=\"http://dbmcbloggingworkshop.eventbrite.com/\" target=\"_blank\">Get more details and register today! </a>Early registration prices available until Friday.</em>\r\n\r\n&nbsp;','What not to do on your blog','','inherit','open','open','','2390-revision-v1','','','2013-10-28 13:49:24','2013-10-28 13:49:24','',2390,'http://deborahbrody.com/2013/10/2390-revision-v1/',0,'revision','',0),
(2403,4,'2013-11-07 16:18:38','2013-11-07 16:18:38','There\'s all sorts of analysis going on right now about Tuesday\'s election results. Chris Christie, a Republican, got re-elected as New Jersey governor with a 30% or so margin over his opponent. In Virginia, Terry McAuliffe, a Democrat, won the governorship with a razor-thin margin of 2% over his opponent Ken Cuccinelli.\r\n\r\nIf you have been following the Virginia race, you know that Ken Cuccinelli is very conservative. He has publicly-known views against abortion, birth control access, equal rights for homosexuals and he denies climate change. He is also very vocal in his opposition to the Affordable Care Act known as Obamacare.  Apparently, many people in Virginia share these views, but not enough people to catapult him into the governorship.\r\n\r\nPundits have been saying that Cuccinelli lost because he was outspent by McAuliffe. Some say it is because of how the nominating process took place (no primary, just a convention of the party faithful who tend to be more to the right of the general voting population).\r\n\r\nI think that one of the reasons Cuccinelli lost is because he is not likeable. You could never imagine hanging out with him. He rarely smiles and when he does, it is not a \"real\" smile. Contrast that with Christie.  Christie is a big bear of a man--hugging people left and right. He is a huge fan of Bruce Springsteen and not afraid to let that be known. You could definitely see yourself having a beer (or two) with Chris Christie.\r\n\r\nCuccinelli is a sour, judgmental kind of a guy. He doesn\'t approve of many things and he has made it his mission to rid Virginia of these things. His rigidity is antithetical to likeability. Christie, on the other hand, is more pragmatic. In spite of his party\'s opposition to Obama, he embraced him (literally and figuratively) in the aftermath of Sandy. His pragmatism helps boost his likeability.\r\n\r\nThe Washington Post reported that Cuccinelli did not call McAuliffe to concede or congratulate him after the election and he says he will<em> never</em> call him. That sounds like both sour grapes and lack of sportsmanship. Not likeable.\r\n\r\nPeople don\'t elect people they don\'t like. It\'s that simple. It goes beyond politics and policy and it comes down to likeability. I think George W. Bush won against John Kerry because Bush is the more likeable person. Kerry seemed very patrician and detached (not unlike Mitt Romney, if you think about it) while Bush had his Texas twang and swagger.\r\n\r\nHow does this translate into marketing and communications? Simple. Focus on the likeabilty of your product or service. Don\'t advertise a product by denigrating the user or a potential user. People like positivity, and they are turned off by negativity.\r\n\r\n<strong>It\'s not random that Facebook asks you to \"like\" pages/companies/products. If you like something, you want to find out more about it, right?</strong>\r\n\r\n<em>Do you want to improve your blogging? Attend the How to Write Your Blog workshop next Tuesday, November 12 in Washington, DC. Only five spots are left, so <a href=\"http://dbmcbloggingworkshop.eventbrite.com/\" target=\"_blank\">register today!</a></em>','It may be all about likeability','','publish','open','open','','it-may-be-all-about-likeability','','','2013-11-07 16:18:38','2013-11-07 16:18:38','',0,'http://deborahbrody.com/?p=2403',0,'post','',0),
(2397,4,'2013-10-30 14:34:41','2013-10-30 14:34:41','How many blogs do you read or follow? I have about 100 on my blog reader, and I read dozens more (OK, it is an occupational hazard). Now think about the blogs you read regularly, what do you like about them? If I were to hazard a guess, the number one thing that makes that blog great (for you) is\r\n<p style=\"text-align: center;\"><strong>Relevant and/or interesting content</strong></p>\r\n<p style=\"text-align: left;\">You would not read it if it did not offer you the information you like to read about, whether your thing is food, politics, journalism, PR, beer or any number of other subjects.  But there are other reasons blogs are great.</p>\r\n<p style=\"text-align: left;\">Great blogs are:</p>\r\n\r\n<ul>\r\n	<li><strong>Shareable</strong> (no sharing buttons, no new readers)</li>\r\n	<li><strong>Interactive</strong> (allow for discussion in the comments)</li>\r\n	<li><strong>Findable</strong> (not only on by search <a title=\"Is your blog hiding?\" href=\"http://deborahbrody.com/2013/10/is-your-blog-hiding/\">but also on your main website</a>)</li>\r\n	<li><strong>Pleasing to the eye</strong> (design does matter)</li>\r\n	<li><strong>Scannable</strong> (headings, bullet points, lists all help)</li>\r\n	<li><strong>Well written</strong> (or well spoken if a video or audio blog)</li>\r\n</ul>\r\n<p style=\"text-align: left;\">What would you add? Please tell me what makes you read a blog regularly.</p>\r\n<p style=\"text-align: left;\">I will be introducing a new feature where I rate blogs based on these attributes. Watch for it soon!</p>\r\n<p style=\"text-align: left;\"><em>Want to have a great blog? Sign up for the next <strong>How to Write Your Blog</strong> workshop on 11/12/13 in Washington, DC.  <a href=\"http://dbmcbloggingworkshop.eventbrite.com/\" target=\"_blank\">Get all the details and register today</a> (early registration prices available until Friday, November 1 at midnight).</em></p>','What makes for a great blog?','','publish','open','open','','what-makes-for-a-great-blog','','\nhttp://deborahbrody.com/2013/10/is-your-blog-hiding/','2013-10-31 17:34:57','2013-10-31 17:34:57','',0,'http://deborahbrody.com/?p=2397',0,'post','',2),
(2398,4,'2013-10-30 14:24:35','2013-10-30 14:24:35','How many blogs do you read or follow? I have about 100 on my blog reader, and I read dozens more (OK, it is an occupational hazard). Now think about the blogs you read regularly, what do you like about it? If I were to hazard a guess, the number one thing that makes that blog great (for you) is\r\n<p style=\"text-align: center;\"><strong>Relevance and/or interesting content</strong></p>\r\n<p style=\"text-align: left;\">You would not read it if it did not offer you the information you like to read about, whether your thing is food, politics, journalism, PR, beer or any number of other subjects.  But there are other reasons blogs are great.</p>\r\n<p style=\"text-align: left;\">Great blogs are:</p>\r\n\r\n<ul>\r\n	<li><strong>Shareable</strong> (no sharing buttons, no new readers)</li>\r\n	<li><strong>Interactive</strong> (allow for discussion in the comments)</li>\r\n	<li><strong>Findable</strong> (not only on by search but on your main website)</li>\r\n	<li><strong>Pleasing to the eye</strong> (design does matter)</li>\r\n	<li><strong>Scannable</strong> (headings, bullet points, lists all help)</li>\r\n	<li><strong>Well written</strong> (or well spoken if a video or audio blog)</li>\r\n</ul>\r\n<p style=\"text-align: left;\">What would you add? Please tell me what makes you read a blog regularly.</p>\r\n<p style=\"text-align: left;\">I will be introducing a new feature where I rate blogs based on these attributes. Watch for it soon!</p>','What makes for a great blog?','','inherit','open','open','','2397-revision-v1','','','2013-10-30 14:24:35','2013-10-30 14:24:35','',2397,'http://deborahbrody.com/2013/10/2397-revision-v1/',0,'revision','',0),
(2399,4,'2013-10-30 14:29:33','2013-10-30 14:29:33','How many blogs do you read or follow? I have about 100 on my blog reader, and I read dozens more (OK, it is an occupational hazard). Now think about the blogs you read regularly, what do you like about it? If I were to hazard a guess, the number one thing that makes that blog great (for you) is\r\n<p style=\"text-align: center;\"><strong>Relevance and/or interesting content</strong></p>\r\n<p style=\"text-align: left;\">You would not read it if it did not offer you the information you like to read about, whether your thing is food, politics, journalism, PR, beer or any number of other subjects.  But there are other reasons blogs are great.</p>\r\n<p style=\"text-align: left;\">Great blogs are:</p>\r\n\r\n<ul>\r\n	<li><strong>Shareable</strong> (<a title=\"The two actions that will make your communications more effective\" href=\"http://deborahbrody.com/2013/05/the-two-actions-that-will-make-your-communications-more-effective/\">no sharing buttons</a>, no new readers)</li>\r\n	<li><strong>Interactive</strong> (allow for discussion in the comments)</li>\r\n	<li><strong>Findable</strong> (not only on by search <a title=\"Is your blog hiding?\" href=\"http://deborahbrody.com/2013/10/is-your-blog-hiding/\">but also on your main website</a>)</li>\r\n	<li><strong>Pleasing to the eye</strong> (design does matter)</li>\r\n	<li><strong>Scannable</strong> (headings, bullet points, lists all help)</li>\r\n	<li><strong>Well written</strong> (or well spoken if a video or audio blog)</li>\r\n</ul>\r\n<p style=\"text-align: left;\">What would you add? Please tell me what makes you read a blog regularly.</p>\r\n<p style=\"text-align: left;\">I will be introducing a new feature where I rate blogs based on these attributes. Watch for it soon!</p>','What makes for a great blog?','','inherit','open','open','','2397-revision-v1','','','2013-10-30 14:29:33','2013-10-30 14:29:33','',2397,'http://deborahbrody.com/2013/10/2397-revision-v1/',0,'revision','',0),
(2400,4,'2013-10-30 14:34:07','2013-10-30 14:34:07','How many blogs do you read or follow? I have about 100 on my blog reader, and I read dozens more (OK, it is an occupational hazard). Now think about the blogs you read regularly, what do you like about them? If I were to hazard a guess, the number one thing that makes that blog great (for you) is\r\n<p style=\"text-align: center;\"><strong>Relevant and/or interesting content</strong></p>\r\n<p style=\"text-align: left;\">You would not read it if it did not offer you the information you like to read about, whether your thing is food, politics, journalism, PR, beer or any number of other subjects.  But there are other reasons blogs are great.</p>\r\n<p style=\"text-align: left;\">Great blogs are:</p>\r\n\r\n<ul>\r\n	<li><strong>Shareable</strong> (no sharing buttons, no new readers)</li>\r\n	<li><strong>Interactive</strong> (allow for discussion in the comments)</li>\r\n	<li><strong>Findable</strong> (not only on by search <a title=\"Is your blog hiding?\" href=\"http://deborahbrody.com/2013/10/is-your-blog-hiding/\">but also on your main website</a>)</li>\r\n	<li><strong>Pleasing to the eye</strong> (design does matter)</li>\r\n	<li><strong>Scannable</strong> (headings, bullet points, lists all help)</li>\r\n	<li><strong>Well written</strong> (or well spoken if a video or audio blog)</li>\r\n</ul>\r\n<p style=\"text-align: left;\">What would you add? Please tell me what makes you read a blog regularly.</p>\r\n<p style=\"text-align: left;\">I will be introducing a new feature where I rate blogs based on these attributes. Watch for it soon!</p>\r\n<p style=\"text-align: left;\"><em>Want to have a great blog? Sign up for the next <strong>How to Write Your Blog</strong> workshop on 11/12/13 in Washington, DC.  <a href=\"http://dbmcbloggingworkshop.eventbrite.com/\" target=\"_blank\">Get all the details and register today</a> (early registration prices available until Friday, November 1 at midnight).</em></p>','What makes for a great blog?','','inherit','open','open','','2397-revision-v1','','','2013-10-30 14:34:07','2013-10-30 14:34:07','',2397,'http://deborahbrody.com/2013/10/2397-revision-v1/',0,'revision','',0),
(2401,4,'2013-11-05 14:36:27','2013-11-05 14:36:27','Whenever I have a workshop or a presentation on blogging, someone asks how you know if you have a \"successful\" blog. And my answer is always the same: <strong>you define your success.</strong>  You set the goals for your blog and if you reach those goals, then you have success.\r\n\r\nStart with having SMART (<span style=\"text-decoration: underline;\">s</span>pecific, <span style=\"text-decoration: underline;\">m</span>easurable, <span style=\"text-decoration: underline;\">a</span>ttainable, <span style=\"text-decoration: underline;\">r</span>ealistic, <span style=\"text-decoration: underline;\">t</span>imely) goals, <strong>emphasis on measurable and specific</strong>.\r\n\r\nGoals could be:\r\n<ul>\r\n	<li>Get a certain number of readers each day</li>\r\n	<li>Get readers to click on links or go to a certain page on your website</li>\r\n	<li>Get readers to subscribe to your newsletter or to your RSS feed</li>\r\n	<li>Stimulate discussion or get comments</li>\r\n	<li>Get shares on social networks</li>\r\n</ul>\r\nOnce you have goals, you will track these using an analytics program such as Google Analytics. There are many resources out there, but I found this post by Jeff Sauer very helpful: <a href=\"http://www.jeffalytics.com/google-analytics-for-bloggers-presentation/\" target=\"_blank\">Google Analytics 101 for Bloggers</a>. Although I use Google Analytics, there are other programs out there (some free, some not). There may be a better choice for you, as Tom Ewer writes: <a href=\"http://www.leavingworkbehind.com/clicky-web-analytics/\" target=\"_blank\">Why I Use Clicky Analytics</a>.\r\n\r\nWhat are the goals for your blog? Are you actively tracking them?\r\n\r\n<em>Do you want to improve your blogging? Attend my <strong>How to Write Your Blog</strong> workshop next week on November 12 in Washington, DC. <a href=\"http://dbmcbloggingworkshop.eventbrite.com/\" target=\"_blank\">Learn more and register today!</a></em>\r\n\r\n&nbsp;\r\n\r\n&nbsp;','What are the goals for your blog?','','publish','open','open','','what-are-the-goals-for-your-blog','','\nhttp://www.leavingworkbehind.com/clicky-web-analytics/','2013-11-05 14:36:27','2013-11-05 14:36:27','',0,'http://deborahbrody.com/?p=2401',0,'post','',0),
(2402,4,'2013-11-05 14:36:27','2013-11-05 14:36:27','Whenever I have a workshop or a presentation on blogging, someone asks how you know if you have a \"successful\" blog. And my answer is always the same: <strong>you define your success.</strong>  You set the goals for your blog and if you reach those goals, then you have success.\r\n\r\nStart with having SMART (<span style=\"text-decoration: underline;\">s</span>pecific, <span style=\"text-decoration: underline;\">m</span>easurable, <span style=\"text-decoration: underline;\">a</span>ttainable, <span style=\"text-decoration: underline;\">r</span>ealistic, <span style=\"text-decoration: underline;\">t</span>imely) goals, <strong>emphasis on measurable and specific</strong>.\r\n\r\nGoals could be:\r\n<ul>\r\n	<li>Get a certain number of readers each day</li>\r\n	<li>Get readers to click on links or go to a certain page on your website</li>\r\n	<li>Get readers to subscribe to your newsletter or to your RSS feed</li>\r\n	<li>Stimulate discussion or get comments</li>\r\n	<li>Get shares on social networks</li>\r\n</ul>\r\nOnce you have goals, you will track these using an analytics program such as Google Analytics. There are many resources out there, but I found this post by Jeff Sauer very helpful: <a href=\"http://www.jeffalytics.com/google-analytics-for-bloggers-presentation/\" target=\"_blank\">Google Analytics 101 for Bloggers</a>. Although I use Google Analytics, there are other programs out there (some free, some not). There may be a better choice for you, as Tom Ewer writes: <a href=\"http://www.leavingworkbehind.com/clicky-web-analytics/\" target=\"_blank\">Why I Use Clicky Analytics</a>.\r\n\r\nWhat are the goals for your blog? Are you actively tracking them?\r\n\r\n<em>Do you want to improve your blogging? Attend my <strong>How to Write Your Blog</strong> workshop next week on November 12 in Washington, DC. <a href=\"http://dbmcbloggingworkshop.eventbrite.com/\" target=\"_blank\">Learn more and register today!</a></em>\r\n\r\n&nbsp;\r\n\r\n&nbsp;','What are the goals for your blog?','','inherit','open','open','','2401-revision-v1','','','2013-11-05 14:36:27','2013-11-05 14:36:27','',2401,'http://deborahbrody.com/2013/11/2401-revision-v1/',0,'revision','',0),
(2404,4,'2013-11-07 16:18:38','2013-11-07 16:18:38','There\'s all sorts of analysis going on right now about Tuesday\'s election results. Chris Christie, a Republican, got re-elected as New Jersey governor with a 30% or so margin over his opponent. In Virginia, Terry McAuliffe, a Democrat, won the governorship with a razor-thin margin of 2% over his opponent Ken Cuccinelli.\r\n\r\nIf you have been following the Virginia race, you know that Ken Cuccinelli is very conservative. He has publicly-known views against abortion, birth control access, equal rights for homosexuals and he denies climate change. He is also very vocal in his opposition to the Affordable Care Act known as Obamacare.  Apparently, many people in Virginia share these views, but not enough people to catapult him into the governorship.\r\n\r\nPundits have been saying that Cuccinelli lost because he was outspent by McAuliffe. Some say it is because of how the nominating process took place (no primary, just a convention of the party faithful who tend to be more to the right of the general voting population).\r\n\r\nI think that one of the reasons Cuccinelli lost is because he is not likeable. You could never imagine hanging out with him. He rarely smiles and when he does, it is not a \"real\" smile. Contrast that with Christie.  Christie is a big bear of a man--hugging people left and right. He is a huge fan of Bruce Springsteen and not afraid to let that be known. You could definitely see yourself having a beer (or two) with Chris Christie.\r\n\r\nCuccinelli is a sour, judgmental kind of a guy. He doesn\'t approve of many things and he has made it his mission to rid Virginia of these things. His rigidity is antithetical to likeability. Christie, on the other hand, is more pragmatic. In spite of his party\'s opposition to Obama, he embraced him (literally and figuratively) in the aftermath of Sandy. His pragmatism helps boost his likeability.\r\n\r\nThe Washington Post reported that Cuccinelli did not call McAuliffe to concede or congratulate him after the election and he says he will<em> never</em> call him. That sounds like both sour grapes and lack of sportsmanship. Not likeable.\r\n\r\nPeople don\'t elect people they don\'t like. It\'s that simple. It goes beyond politics and policy and it comes down to likeability. I think George W. Bush won against John Kerry because Bush is the more likeable person. Kerry seemed very patrician and detached (not unlike Mitt Romney, if you think about it) while Bush had his Texas twang and swagger.\r\n\r\nHow does this translate into marketing and communications? Simple. Focus on the likeabilty of your product or service. Don\'t advertise a product by denigrating the user or a potential user. People like positivity, and they are turned off by negativity.\r\n\r\n<strong>It\'s not random that Facebook asks you to \"like\" pages/companies/products. If you like something, you want to find out more about it, right?</strong>\r\n\r\n<em>Do you want to improve your blogging? Attend the How to Write Your Blog workshop next Tuesday, November 12 in Washington, DC. Only five spots are left, so <a href=\"http://dbmcbloggingworkshop.eventbrite.com/\" target=\"_blank\">register today!</a></em>','It may be all about likeability','','inherit','open','open','','2403-revision-v1','','','2013-11-07 16:18:38','2013-11-07 16:18:38','',2403,'http://deborahbrody.com/2013/11/2403-revision-v1/',0,'revision','',0),
(2434,4,'2013-12-13 13:10:08','2013-12-13 13:10:08','We\'ve all met people who are desperately trying to make sure everybody knows how smart or how powerful or how well-connected they are. These people do things like sweep into a room and speak very loudly, making sure they become the center of attention. They may also love to name-drop. And sometimes they think that by using sentences packed with big words and jargon, you will be mesmerized into thinking they really know what they are talking about.\r\n\r\nBut the opposite always happens. The harder people try to impress you, the more you tend to see through them. Same thing happens with your written communications--blogs, websites, letters, whatever. If you try to impress, especially by filling your writing with jargon and big words, the less you are communicating.\r\n\r\n[caption id=\"\" align=\"aligncenter\" width=\"320\"]<a title=\"Merry Go Round by Mike Rawlins, on Flickr\" href=\"http://www.flickr.com/photos/mikerawlins/2223889360/\"><img alt=\"Merry Go Round\" src=\"http://farm3.staticflickr.com/2406/2223889360_da65cf100b_n.jpg\" width=\"320\" height=\"213\" /></a> Merry Go Round by Mike Rawlins on Flickr.[/caption]\r\n\r\nAs Mack Collier wrote in his blog post, <a href=\"http://www.mackcollier.com/you-dont-look-smarter-by-making-other-people-feel-stupid/\">\"You Don\'t Look Smarter by Making Others Feel Stupid.\":</a>\r\n<blockquote>Make your ideas more accessible and empower your audience to learn at a pace that’s comfortable to them.  Remember that if your words make the reader feel dumb then the reader might decide that you’re not an ‘expert’ after all</blockquote>\r\nSo, if you think that throwing big words around will result in you looking smarter, you are dead wrong. (P.S.:  I LOVE that quote from Albert Einstein: \"If you can\'t explain it simply, you don\'t understand it well enough.\")\r\n\r\nIt reminds me of a time when I was visiting a friend in Florida. She had a little baby at the the time, and she had another friend visiting who also had a baby with her. Both women were in the pool and both babies were naked. They asked if I wanted to get in. I said I really did not want to be swimming in baby pee. The friend looked at me and said that baby pee was sterile, and that I needn\'t be concerned. She added she knew this because she was a physician. Yes, she called herself a physician.  To which I promptly replied: \"Oh you\'re a doctor. What is your specialty?\" (I think she was a dermatologist, but I don\'t remember.) I couldn\'t get over that she thought calling herself a physician somehow made her more authoritative.\r\n\r\nIn everyday conversation we visit our doctors and have our lawyers--not our attorneys--draw up contracts. When someone asks us where we live, we don\'t say we \"reside\" in a certain neighborhood. If someone asks why we are taking night classes, we usually say we are trying to learn more about the topic, not \"augmenting our knowledge base.\" If we get a new gadget, we tell people how much it has changed our lives, not \"it is a disruptive technology.\"\r\n\r\n<strong>So, next time you want to appear like you know what you are talking about, get off your high horse and use the words most people would actually use in conversation.</strong>\r\n\r\n&nbsp;\r\n\r\n&nbsp;','Get off your high horse (if you really want to communicate)','','publish','open','open','','get-off-your-high-horse-if-you-really-want-to-communicate','','','2013-12-13 13:10:08','2013-12-13 13:10:08','',0,'http://deborahbrody.com/?p=2434',0,'post','',0),
(2415,4,'2013-11-25 13:06:31','2013-11-25 13:06:31','I am an avid news follower. I have been reading a newspaper daily since I was eight years old (really). At times, I even read two and three dailies (when I was in grad school up at Boston University, I decided I should read the <em>Wall Street Journal,</em> in addition to the <em>New York Times</em> and the <em>Boston Globe</em>. The <em>Globe</em> was not owned by the <em>Times</em> then, but I digress).  Additionally, I read lots of stuff online plus I watch the CBS and/or NBC evening news broadcasts when I can.\r\n\r\n[caption id=\"\" align=\"aligncenter\" width=\"500\"]<a title=\"newspaper by zoetnet, on Flickr\" href=\"http://www.flickr.com/photos/zoetnet/4851547572/\"><img title=\"Reading the newspaper \" alt=\"newspaper\" src=\"http://farm5.staticflickr.com/4122/4851547572_379416cff3.jpg\" width=\"500\" height=\"375\" /></a> Reading the newspaper in park by Zoetnet on Flickr[/caption]\r\n<p style=\"text-align: center;\"></p>\r\nWhen I read the newspaper, what I am really doing is scanning. I scan all the headlines first. If the headline is about an interesting subject, then I read the first few paragraphs (same goes for op-eds). I usually discard the sports section, but only after reading the main headline on the front page (it is important to know the results of the game, but I have no patience for the analysis of why).\r\n\r\nI don\'t read long articles--never have and never will. I don\'t have the patience or the time.\r\n\r\nEven though most people don\'t read printed newspapers, they are acting the same online: <strong>They scan. They skip long form. They only read what interests them.</strong>\r\n\r\nLessons here are:\r\n<ul>\r\n	<li>Headlines matter A LOT.</li>\r\n	<li>Longer is not necessarily better.</li>\r\n	<li>People will always read<em> only</em> what interests them.</li>\r\n</ul>\r\n<strong>In other words, keep it short and keep it interesting.</strong>','How I read the news and why it matters ','','publish','open','open','','how-i-read-the-news-and-why-it-matters','','','2013-11-25 13:06:31','2013-11-25 13:06:31','',0,'http://deborahbrody.com/?p=2415',0,'post','',0),
(2408,4,'2013-11-13 14:28:21','2013-11-13 14:28:21','Social media allows for interactions across all sorts of barriers, whether they be time zones, geography or culture. With Facebook, you can keep up with what an old classmate is doing, even if she is living in the remotest corner of Siberia.\r\n\r\nAlthough social media has made it possible to keep in touch with all sorts of people and even to create new relationships, it has also made those relationships more difficult.\r\n\r\n<strong>It makes trolls come out to play!</strong>\r\n\r\nIt seems some people figure because it isn\'t a face-to-face interaction, they can ignore you or be rude to you. That is why trolls abound on Twitter. They find things they disagree with, and then attack, often being very nasty and rude. As if they weren\'t interacting with a person on the other end of the Twitter account.\r\n\r\n<strong>It makes people forget their manners</strong>\r\n\r\nSomebody sends you a congratulations on LinkedIn, comments on your nice new profile picture on Twitter or says happy birthday on Facebook and you forget to thank them. Maybe you \"don\'t have time.\" Maybe you are just rude.\r\n\r\n<strong>It makes people think actions have no consequences</strong>\r\n\r\nRecently, Mark Schaefer from Schaefer Marketing Solutions <a href=\"http://www.businessesgrow.com/2013/11/11/i-am-a-blogger-in-other-words-a-piece-of-meat/\" target=\"_blank\">wrote on his {grow} blog about how his blog posts</a> have been ripped off, copied wholesale without attribution.   I have heard of other bloggers like Schaefer, who\'ve found their content attributed to other writers or on other websites without attribution. People and organizations who plagiarize stuff they find through social media or on blogs seem to think it\'s there for the taking, as if they can do what they want with absolutely no consequences.\r\n\r\nThey thing is although social media interactions may be virtual, they involve real live human beings at both ends. Social media is not an excuse for engaging in behavior you could not get away with in person.\r\n\r\nWhat do you think? Do we need to put the personal back in social media? Or is it societal?','It may not be face to face, but it is still personal','','publish','open','open','','it-may-not-be-face-to-face-but-it-is-still-personal','','\nhttp://www.businessesgrow.com/2013/11/11/i-am-a-blogger-in-other-words-a-piece-of-meat/','2013-11-13 14:28:21','2013-11-13 14:28:21','',0,'http://deborahbrody.com/?p=2408',0,'post','',2),
(2409,4,'2013-11-13 14:28:21','2013-11-13 14:28:21','Social media allows for interactions across all sorts of barriers, whether they be time zones, geography or culture. With Facebook, you can keep up with what an old classmate is doing, even if she is living in the remotest corner of Siberia.\r\n\r\nAlthough social media has made it possible to keep in touch with all sorts of people and even to create new relationships, it has also made those relationships more difficult.\r\n\r\n<strong>It makes trolls come out to play!</strong>\r\n\r\nIt seems some people figure because it isn\'t a face-to-face interaction, they can ignore you or be rude to you. That is why trolls abound on Twitter. They find things they disagree with, and then attack, often being very nasty and rude. As if they weren\'t interacting with a person on the other end of the Twitter account.\r\n\r\n<strong>It makes people forget their manners</strong>\r\n\r\nSomebody sends you a congratulations on LinkedIn, comments on your nice new profile picture on Twitter or says happy birthday on Facebook and you forget to thank them. Maybe you \"don\'t have time.\" Maybe you are just rude.\r\n\r\n<strong>It makes people think actions have no consequences</strong>\r\n\r\nRecently, Mark Schaefer from Schaefer Marketing Solutions <a href=\"http://www.businessesgrow.com/2013/11/11/i-am-a-blogger-in-other-words-a-piece-of-meat/\" target=\"_blank\">wrote on his {grow} blog about how his blog posts</a> have been ripped off, copied wholesale without attribution.   I have heard of other bloggers like Schaefer, who\'ve found their content attributed to other writers or on other websites without attribution. People and organizations who plagiarize stuff they find through social media or on blogs seem to think it\'s there for the taking, as if they can do what they want with absolutely no consequences.\r\n\r\nThey thing is although social media interactions may be virtual, they involve real live human beings at both ends. Social media is not an excuse for engaging in behavior you could not get away with in person.\r\n\r\nWhat do you think? Do we need to put the personal back in social media? Or is it societal?','It may not be face to face, but it is still personal','','inherit','open','open','','2408-revision-v1','','','2013-11-13 14:28:21','2013-11-13 14:28:21','',2408,'http://deborahbrody.com/2013/11/2408-revision-v1/',0,'revision','',0),
