I'm reading a lot about SEO. Search Engine Optimization. Frankly, I don't like what I read.
It seems that in order to entice those really smart search engine robots, spiders and wanderers into giving your web pages good ranking in search engine results, you have to dumb it all down. You have to break all the good rules of writing.
SEO copywriting "secrets" advise you to search and find your most popular keywords and then pepper them, heavily, very heavily, throughout your copy. It seems that being redundant and repetitive is resourceful.
I have to tell you now, this is the arrow piercing this writer's heart. Redundant and repetitive are the stuff of first-grade primers. See Dick and Jane. See Jane run. See Dick run. See Dick and Jane run. That's good SEO copy, mind you.
As a professional writer for some 30-odd years, fine tuning my craft has been in the opposite direction. I look at words for their individual meaning and the emotion they extract. When I notice I'm using the same word as description more than twice, I head to the Thesaurus to hunt down a better one. I look for ways to capture attention and the imagination, describe events that project the reader into the story like a time machine or the Federation Starship's transporter. Beam us up, Scotty, you've got to give us some more intelligent conversation.
Engaging readers is hard enough– they'd rather watch the latest episode of The Bachelorette or Wipe Out. As our daily media moves more into web space, will we dumb down our stories to appease the SEO robots? Or write to intrigue readers? How ironic that a really smart media can make us so dumb.
Wednesday, August 5, 2009
Friday, July 3, 2009
Business Image Hokey Pokey
...Put your right foot in and shake it all about. Do the business hokey pokey... and that's what it's all about.
Kathryn Lowell of Image Matters in Bentonville and I have been corresponding briefly about image mistakes in the workplace. She's doing an article on the 10 most dreaded faux pas one can make in earning an image in the business world. Kathryn's focus is on the person. As a marketing strategist, I focus on the message. Without a doubt they go hand in hand.
Case in point. Just as this e-conversation with Kathryn is winding down, I receive a letter – a real, honest to goodness letter in the mail – from a prestigious (or so they claim) business strategy school in the UK. They want me to interview for an executive programme.
Image matters. It took me three times reading the letter to discern the point. Not just because the Brits don't know the value of a well placed "z" or are polite to a fault. In 227 words, which could have been much less, I was being contacted by someone in writing who had been asked to ask me in writing if I would like to call someone to schedule an interview with someone else about talking to yet someone else about their programme which hinted at being about strategy in business.
Breathe.
And there were typos.
I could have gotten excited about the opportunity. I might have called to schedule the interview. Not. In a matter of 5 minutes, this company shot its marketing strategy in the foot. And you can't hokey pokey with a busted foot.
In business, every marketing message you send out – by whatever post – needs to be well crafted, carefully constructed and free of faux pas. Communication is an essential part of business. If you aren't circumspect, you could be poking hokey in your business image.
Copyright 2009 Janie Clark
Kathryn Lowell of Image Matters in Bentonville and I have been corresponding briefly about image mistakes in the workplace. She's doing an article on the 10 most dreaded faux pas one can make in earning an image in the business world. Kathryn's focus is on the person. As a marketing strategist, I focus on the message. Without a doubt they go hand in hand.
Case in point. Just as this e-conversation with Kathryn is winding down, I receive a letter – a real, honest to goodness letter in the mail – from a prestigious (or so they claim) business strategy school in the UK. They want me to interview for an executive programme.
Image matters. It took me three times reading the letter to discern the point. Not just because the Brits don't know the value of a well placed "z" or are polite to a fault. In 227 words, which could have been much less, I was being contacted by someone in writing who had been asked to ask me in writing if I would like to call someone to schedule an interview with someone else about talking to yet someone else about their programme which hinted at being about strategy in business.
Breathe.
And there were typos.
I could have gotten excited about the opportunity. I might have called to schedule the interview. Not. In a matter of 5 minutes, this company shot its marketing strategy in the foot. And you can't hokey pokey with a busted foot.
In business, every marketing message you send out – by whatever post – needs to be well crafted, carefully constructed and free of faux pas. Communication is an essential part of business. If you aren't circumspect, you could be poking hokey in your business image.
Copyright 2009 Janie Clark
Tuesday, June 30, 2009
Get up and get over it
I am afraid of horses. I've been on a horse three times. I've been thrown off a horse three times. It doesn't take a rock scientist (to quote Tara Reid) to suggest that riding isn't my game.
But when I met Theresa Thompson something went afoot. She's aptly in the role of volunteer coordinator for Horses for Healing in Bentonville and compelling in her goal, and before I knew what was happening, my daughter and I were volunteering at their campus every week.
Shucks, I thought. I can do a good deed and get over my phobia, too. And if the Prince of Wales ever wants to take me horseback riding on the beach at Northumberland, I won't embarrass all my kin making it four for four.
The experience has been remarkable. For these special needs children the time spent on horseback doesn't seem like therapy. Though it is. They giggle and coo and amble along six feet off the ground with unmistakable glee. Something about the horses' gait does something remarkably therapeutic for these kids, some of whom don't walk on their own. I'm grateful to share their joy.
It takes three volunteers to give one child time to ride. One leads the horse, side walkers companion the rider on either side, maintaining physical support as we "walk on" around the arena. Three volunteers for every child is a big volunteer load. Not to mention what it takes to feed a horse its hay.
If you think this economy is churning a hole in your company's budget, just imagine what our charities are experiencing. They exist on those willing (and able) to share what they have. I noticed today a wish list of items they need -- which I want to share here, in the hopes some reader out there will be able to give. Contact me for pick up or delivery and I'll take it out to the farm.
Charmin tp, tall kitchen bags, large plastic tubs, brushes, combs, bottled water, insect repellent, duct tape, saddle pads and blankets, bathroom cleaners, big trash can liners, big Avery dots (it's how the kids learn about horse parts), office supplies, WalMart gift cards of any denomination, and horse items of any description.
No, I haven't actually gotten ON a horse yet. I've groomed them, brushed their tails and mane, lathered them up with shampoo and walked along side keeping my feet well out of reach of theirs. I think I'm healing. Polly insists therapy is therapy and one day soon I'm going to get up and get over it.
Copyright 2009 Janie Clark
But when I met Theresa Thompson something went afoot. She's aptly in the role of volunteer coordinator for Horses for Healing in Bentonville and compelling in her goal, and before I knew what was happening, my daughter and I were volunteering at their campus every week.
Shucks, I thought. I can do a good deed and get over my phobia, too. And if the Prince of Wales ever wants to take me horseback riding on the beach at Northumberland, I won't embarrass all my kin making it four for four.
The experience has been remarkable. For these special needs children the time spent on horseback doesn't seem like therapy. Though it is. They giggle and coo and amble along six feet off the ground with unmistakable glee. Something about the horses' gait does something remarkably therapeutic for these kids, some of whom don't walk on their own. I'm grateful to share their joy.
It takes three volunteers to give one child time to ride. One leads the horse, side walkers companion the rider on either side, maintaining physical support as we "walk on" around the arena. Three volunteers for every child is a big volunteer load. Not to mention what it takes to feed a horse its hay.
If you think this economy is churning a hole in your company's budget, just imagine what our charities are experiencing. They exist on those willing (and able) to share what they have. I noticed today a wish list of items they need -- which I want to share here, in the hopes some reader out there will be able to give. Contact me for pick up or delivery and I'll take it out to the farm.
Charmin tp, tall kitchen bags, large plastic tubs, brushes, combs, bottled water, insect repellent, duct tape, saddle pads and blankets, bathroom cleaners, big trash can liners, big Avery dots (it's how the kids learn about horse parts), office supplies, WalMart gift cards of any denomination, and horse items of any description.
No, I haven't actually gotten ON a horse yet. I've groomed them, brushed their tails and mane, lathered them up with shampoo and walked along side keeping my feet well out of reach of theirs. I think I'm healing. Polly insists therapy is therapy and one day soon I'm going to get up and get over it.
Copyright 2009 Janie Clark
Friday, June 26, 2009
The exception to the rule
It's not common for a small business of 27 employees to have such a huge impact on a community. Yesterday I met the exception. Cameron Smith (and Associates) is one of the candidates for the Small Business of the Year Award presented by the Small Business Council of the Rogers Lowell Chamber of Commerce. (The award is presented at the Business Expo August 6 during the keynote with Harley Davidson's Clyde Fessler.)
Contrary to popular belief, CSA is not a recruiter for Wal-Mart. They are an executive search firm for the SUPPLIERS of Wal-Mart. And their reach goes beyond Bentonville as they corner the retail executive market in several vendorvilles around the country. The global canvas is probably not far behind.
But back to little ole' Northwest Arkansas population 440K give or take a few, gaining acclaim as one the country's more stable, more suitable, more livable business communities.
Since opening up shop in the state in the early '90s, CSA has directly influenced the local economy in a big way. To date they've brought 1,232 teams to NWA – a number Cameron Smith can rattle off like his SSN. There are 5,434 people in the supplier community within a 27-mile radius and 60K suppliers affiliated with Wal-Mart enmasse. CSA can reach out and touch every one of them in a single click.
Nope, most small business don't wield that kind of power.
I admit. I was impressed.
Gainfully employed and grateful, Cameron (and his Associates) actively engage at the executive level on several mover-and-shaker boards, councils, and outreach programs that affect the lives and liberties of many here in NWA. Single Parent Scholarships (Cameron's mother was a hard-working single parent), Athletic Outreach (AAO), and Street Smart programs that "help them help themselves" match the company's charitable efforts with its core values.
And if the economy stinks, CSA makes lemonade. With a volunteer effort to help the recent layoff victims brand themselves for new employment, CSA caught the media eye nationwide, which caught the eye of CEOs at major retailers nationwide, which started conversations nationwide, which opened doors...
Yep. The exception to the rule.
Copyright 2009 Janie Clark
Contrary to popular belief, CSA is not a recruiter for Wal-Mart. They are an executive search firm for the SUPPLIERS of Wal-Mart. And their reach goes beyond Bentonville as they corner the retail executive market in several vendorvilles around the country. The global canvas is probably not far behind.
But back to little ole' Northwest Arkansas population 440K give or take a few, gaining acclaim as one the country's more stable, more suitable, more livable business communities.
Since opening up shop in the state in the early '90s, CSA has directly influenced the local economy in a big way. To date they've brought 1,232 teams to NWA – a number Cameron Smith can rattle off like his SSN. There are 5,434 people in the supplier community within a 27-mile radius and 60K suppliers affiliated with Wal-Mart enmasse. CSA can reach out and touch every one of them in a single click.
Nope, most small business don't wield that kind of power.
I admit. I was impressed.
Gainfully employed and grateful, Cameron (and his Associates) actively engage at the executive level on several mover-and-shaker boards, councils, and outreach programs that affect the lives and liberties of many here in NWA. Single Parent Scholarships (Cameron's mother was a hard-working single parent), Athletic Outreach (AAO), and Street Smart programs that "help them help themselves" match the company's charitable efforts with its core values.
And if the economy stinks, CSA makes lemonade. With a volunteer effort to help the recent layoff victims brand themselves for new employment, CSA caught the media eye nationwide, which caught the eye of CEOs at major retailers nationwide, which started conversations nationwide, which opened doors...
Yep. The exception to the rule.
Copyright 2009 Janie Clark
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