Wednesday, December 31, 2008

[Copyblogger] How to Use Twitter to Grow Your Business

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How to Use Twitter to Grow Your Business

Twitter

Can Twitter actually help my business or is it a complete waste of my valuable time? This was the very question I asked myself only a few months back.

Perhaps you’ve pondered the same?

When people I respected started singing the praises of Twitter, I decided to give it a go. At first I just didn’t get it. However, after a short while I was shocked at the level of access to high profile individuals I was able to achieve.

This article reveals how bestselling authors and business professionals use Twitter to grow their businesses and reveals ideas you can employ to achieve Twitter success.

In fact, I used Twitter (and LinkedIn) to source much of what you see here!

First, What is Twitter Again?

“Twitter is instant messaging made available to the public,” stated talk show host and author Hugh Hewitt.

I think that’s a fair starting point. I’ve heard others call Twitter a micro-blogging platform.

Here’s what you need to know. According to the State of the Twittersphere report, each day 5 to 10 thousand new people join Twitter. Current estimates of total users top out around 5 million. That’s a lot of opportunity.

Twitter allows you to post updates (called Tweets) as often as you want (and limited to 140 characters). When you follow other people on Twitter, you see their tweets. When they follow you, they see your tweets.

It’s a constant stream of communication. The good news is you can turn it on or off as often as you like. Twitter also keeps a public record of all updates, which can be mined with Twitter Search.

Why High-Profile People Use Twitter

Twitter is not just a fad. When very high profile folks begin evangelizing Twitter, it’s worth closer examination. Here’s what some of those gurus told me:

Duct Tape Marketing founder John Jantsch identified three big advantages of Twitter, “(1) I get great insight when I ask questions, (2) let’s face it, I get traffic and (3) people on Twitter spread my thoughts to new places.”

Tony Hsieh, CEO of Zappos.com said, “We’ve found that Twitter has been a great way for us to connect on a more personal level with our employees and customers. We use it to help build our brand, not drive direct sales. It’d be like asking how does providing a telephone number for customer service translate into new business when they are mostly non-sales-related calls. In the long term, Twitter helps drive repeat customers and word of mouth, but we’re not looking to it as a way of driving immediate sales.”

Bestselling author David Meerman Scott said, “I have personally connected with hundreds of people I otherwise wouldn’t have, and I booked an interview on NPR and a big daily newspaper using Twitter.”

Copyblogger’s own Brian Clark said, “Twitter Search is an amazing way to see what people are saying about your products or services. For example, I’ll do searches for Thesis Theme and people will be asking questions about our WordPress Theme. I’ll use the reply function to answer the question, which has led to direct sales. Plus, my answer creates awareness of Thesis for others that follow me. It’s a form of constructive promotion.”

Be sure to check out this Business Week article that surveyed 18 CEOs and how they’re using Twitter to help their businesses.

Practical Ways Twitter Can Help Your Business

This is where it gets interesting. A lot of people are doing some very innovate things with Twitter. Here’s some of their stories.

The Twitter Plan

Cindy King, an international sales specialist, saw a huge boost in business inquires by implementing a strategic Twitter plan.

“Following the right people on Twitter was key. There are some people very gifted at building relationships on Twitter. As I followed these online community builders, I realized that some of them are also excellent direct response copywriters. They get their Twitter followers to take action,” said King.

“Light bulbs went off, and I spent a weekend putting together a tweet marketing plan and entered in 6 weeks worth of tweets, 5 a day, using TweetLater. I used a mindmap, created categories, varied times on tweets and used BUDurls so I could track results and improve my tweet plan the next time around. That was a month ago,” explained King.

When King finds a spare minute between projects, she logs into Twitter and watches what folks are talking about. When she Tweets, about 90 percent of the time she presents useful information and resources to her followers. The remaining tweets are surveys and questions. Following this strategy, King saw an 800 percent increase in inquiries about her business after she setup her Twitter campaign.

Getting In Front of High Profile People

B2B copywriter Terri Rylander took a much different approach. At first she was very skeptical of Twitter. “I looked at it but couldn't figure out why people would continually send out messages about the size of a text message, unless they were a teenager. Twitter was for sending updates they said. I don't have time for updates, and besides, who would care?” said Rylander.

She later came across a peer in her industry that was using Twitter and suggested Rylander follow her on Twitter. “That's when I discovered Twitter as a business tool. I've been in my particular niche for over 10 years and know who the players are (though they don't know me). When I checked who she was following on Twitter, there they all were! It read like a "Who's Who" list.”

Rylander joined Twitter and began following and interacting with the people she respected. “Other than a cold call on the phone or e-mail, I would never have the chance to get my name in front of vendors, industry analysts, and industry experts. I've had a number of Twitter conversations that have also led to personal conversations.”

To stay top of mind with experts, she offers interesting links, responds to tweets, and posts her thoughts for conversation at least a few times a day.

Getting Traffic and Leads

Pam O’Neil, VP of Marketing at BreakingPoint said, “Twitter has all be replaced our PR agency as a large percentage of our followers are press and analysts. A writer for ZDNet wrote about us and linked to us based on something we tweeted and that resulted in a huge spike in web traffic and at least one deal with a major service provider.”

Mike Damphousse of Green Leads said, “Twitter is new to us. That said, in a few short weeks we’ve had definite increase in all sorts of traffic. Out of the normal inbound leads, the number has increased 15% and two of the inbounds are now active pipeline opportunities. We’ve found one extremely valuable partner relationship. We are also building PR relationships, although finding the contacts is a bit of a chore.”

Are you beginning to see the potential here?

A Few Tools to Help Your Twitter Experience

Twitter has a whole world of available support applications you can employ to gain the most of the service for your business. Here’s a few of my favorites:

TwitterFox: This Firefox web browser plugin allows you to view Tweets within your web browser (in a popup menu). This is very handy and eliminates the need to constantly go to Twitter.com.

TweetLater: This powerful service allows you to schedule tweets (much like you would schedule emails). Another very powerful feature is the ability to receive email digests of keyword activity in the Tweetosphere. This allows you to join a conversation or track topics and trends.

Ping.fm: If you have accounts with many services, such as LinkedIn and Facebook, this amazing site allows you to post updates across ALL of your social media sites in one single step.

Twitter for Facebook: If you are on Facebook, this application forwards your Twitter updates directly to Facebook as status updates.

And just in case you get addicted to Twitter, here’s some advice from one of the leading authorities on Twitter. Chris Brogan says, “Most people who see Twitter the first time either flat-out ‘get it,’ or they say, ‘why bother?’ Here's what people miss. They believe one should read every single update that rolls across your screen of choice. Don't. Just let it roll past like a stream.”

So what are you waiting for? Go check out Twitter and report back here with your experience.

Has Twitter already helped your business? If so, tell us your story.

About the Author: Michael Stelzner is the bestselling author of Writing White Papers: How to Capture Readers and Keep Them Engaged. You can follow Michael here on Twitter or check out his latest project here.


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Tuesday, December 30, 2008

[Copyblogger] Bathtubs, Lightning Bolts, and The Myth of Writer’s Block

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Bathtubs, Lightning Bolts, and The Myth of Writer's Block

Lightening Ideas

Let me tell you two stories.

For the first, we go back to Syracuse, Sicily, in the third century B.C.

Archimedes, a Greek mathematician, physicist, and inventor, was called before the throne to solve a difficult problem. The king had ordered a pure gold crown from the local goldsmith. But when the crown arrived, the king suspected the goldsmith of keeping some of the gold and replacing it with silver. The king asked Archimedes to help him prove it.

Later, while thinking about the problem, Archimedes went to a bathhouse, undressed, and stepped into a full bathtub, causing some of the water to spill over the side. Suddenly, Archimedes had the answer: he would take the crown and a weight in pure gold equal to the crown and dip each into water. If the overflow was different, the crown wasn’t pure gold and the goldsmith was nabbed.

Archimedes jumped out of the tub and ran through the streets stark naked screaming, “Eureka! Eureka!” meaning “I have found it! I have found it!”

The second story takes place in the United States a few decades ago.

A chemist, J. E. Teeple, was also working on a difficult problem. While thinking about the problem, he stepped into a bathtub, bathed, stepped out of the bathtub, dried himself off with a towel, shaved, then stepped back into the bath, bathed a second time, stepped out, and discovered that his towel was wet. Although quite clean, he still had no clue how to solve the problem he struggled with.

So he simply found another towel, dried, dressed, and got back to work.

The Myth of Creative Lightning (and Writer’s Block)

Because of the Archimedes “Eureka” story and other tales of scientists, thinkers, artists, and writers, we’ve learned to think that creativity is a mysterious, disorganized “AH-HA” experience, where half-crazed geniuses strap steel rods to their skulls waiting for lightening to roar down from the heavens and sizzle into their heads as fully-formed ideas. This kind of creativity does happen, though about as often as actual lightning strikes. When it does, it’s usually for simple problems for which there is a single right answer. Although dramatic, the image is misleading.

In real life, there is seldom a single right solution to any problem. And for most creations of merit, the hard work leading to the creation generally goes unnoticed. The creative myth leads people to waste time waiting for lightning instead of working hard and relentlessly, like our chemist friend, J. E. Teeple.

The creative myth will ultimately cause “writer’s block,” a “slump,” or “creative burnout.” Whatever the term, the result is the same: frustration, stress, missed deadlines, and poor quality work.

A Practical Creative Process

We need to reorient our view of creativity. We need to think “problem solving” rather than “creation.” So, let me suggest a step-by-step, practical process that works for just about any situation, including those times when you need a good idea for a profitable product, a new blog, an advertisement, or any big writing project.

1. Define your problem.

Decide exactly what you want to accomplish. Don’t just say it or think it. Write it down. If you can, sketch out your problem using doodles, graphs, or other visuals to make it easier to understand. Be specific. Without a specific problem, you will never arrive at a specific solution.

2. Gather information.

Don’t be too selective, just scoop up everything in sight. Read, ask questions, explore, and let your curiosity roam free. You won’t use everything. But seemingly useless information can help you understand your task. The key here is to look at everything and focus on nothing. Get the big picture and leave the details for later. Do your research and start a detailed file on the problem.

3. Talk to people.

Don’t go it alone. You need other points of view. Talk to fellow bloggers, customers, friends, clients, product managers, your hairdresser, the guy down the street, your mom. Stop people in the grocery store. Talk to colleagues, experts, librarians. Listen to everyone. Don’t look for justification of your ideas, just ask open-ended questions and let people have their say.

4. Add order to your information.

The next step is to turn your mass of information into something you can deal with. Organize everything you’ve collected. Boil down what you have into the essential elements. Sort and categorize. Don’t toss anything.

5. Brainstorm lots of ideas.

When you have everything in order, begin to brainstorm. See how you can use what you’ve collected. Don’t try to be practical. Don’t evaluate anything. Work as fast as you can. Write down everything. Try to generate as many ideas as possible, even if they seem silly or impractical.

6. Look for something to change.

Take some of your ideas and look for changes you can make. Ask relentless questions. "What about making it bigger? What if it were smaller? What can I substitute? How else can this be arranged? What if this were reversed? What could I combine this with? Is there another way to do this?"

7. Find a ready solution.

In addition to collecting raw data, look at similar creative efforts. Look at blogs and Web sites. Dive into your sample file. Thumb through magazines related to your subject. Ask yourself, “How have I done this before? How have others done it?” Do this after you’ve come up with some of your own ideas, otherwise you could stifle a better way of solving your problem.

8. Forget about your problem for a while.

Tired? You should be. After a while, set everything aside and do something else. Take a walk. Golf. Nap. It’s hard to do when you’re fixated on finding a solution, yet it’s an important part of the process. The break will allow your brain to sift and organize subconsciously. You may get your best ideas when you least expect it – sitting in traffic, in your sleep, even in the bathtub!

9. Evaluate your ideas and keep only the best.

When you’re fresh, go over the ideas you’ve generated. Now is the time to play critic. Give thumbs up or down to each idea. List the pros and cons. Be merciless. Weed out all but the best. If you don’t like anything, or think you can do better, go back to brainstorming for a while. For a time, you might alternate between creating and evaluating.

10. Dissect your ideas to find flaws.

Go beyond mere evaluation. Attack your ideas. Use the scientific method of purposely poking holes in any idea to find weaknesses and inconsistencies. No idea is perfect, but if you find too many flaws, throw it out and move on.

11. Act on the best ideas.

Eventually, and perhaps painfully, you will have to choose a single idea. This can often be the most difficult part of problem solving because you’re afraid you might miss the “big idea.” Your instincts will tell you to keep brainstorming, but listen to your head, not your gut. If you’ve given the creative process a chance, it’s time to act.

In particular, you must avoid losing your objectivity by mulling over the problem too long. Sometimes, too much thinking will cloud your judgment. Creativity can be like a watercolor. Too many brush strokes will only produce a brown, ugly mess. Knowing when to stop creating and start acting is one of your most important skills.

About the Author: Dean Rieck is a leading direct marketing copywriter. For more copywriting and selling tips, sign up for Dean's FREE direct response newsletter or subscribe to the Direct Creative Blog.


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Wednesday, December 24, 2008

[Copyblogger] Happy Holidays from Copyblogger!

Copyblogger


Happy Holidays from Copyblogger!

Happy Holidays

Here’s to a safe and joyous holiday season for you and yours. In case you’re actually looking for something to read, here are some Copyblogger gems from though out the years for your solstice surfing pleasure.

See you next year!


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Tuesday, December 23, 2008

[Copyblogger] Method Blogging: Who Do You Want to Be in 2009?

Copyblogger


Method Blogging: Who Do You Want to Be in 2009?

Robert de Niro

All the world’s a stage, and all the men and women merely players. ~William Shakespeare

You know what method acting is, right? That’s when an actor attempts to become the character by living the psychological life of the character as precisely as possible before and during the role.

With method blogging, you can become the type of person you want to… before you have the confidence to be that person in real life.

Many people embrace blogging with a confident voice. They’re no longer invisible. They seize the microphone and shout out for all who want to hear. They love their audience, and the audience loves them back, filling the seats for each show.

Some bloggers struggle, though. Not everyone is comfortable standing front and center. These bloggers have a really hard time. They want to blog, but they stand in the sidelines, scared and unsure.

They carefully walk out onto the stage, inwardly wincing at the loud echo of their shoes on the hardwood flooring. They clear their throat and hesitantly offer a quiet opinion. The lights are bright and blinding. It’s hard to see whether people are watching. Nervous sweat breaks out.

Truth is, even the most confident blogger suffers insecurities. But these self-doubts and uncertainties just aren’t part of the character role they play.

There’s the key.

Putting on a Performance

It can be tough to expose ourselves on a blog, especially when we’re new at the game. But remember Shakespeare? All the world’s a stage. The men and women are merely players.

Blogging is a performance, and when you understand that, you can use the analogy to improve your confidence.

Go ahead. Imagine your blog is your stage. Your posts are the scripts. What character does your performance call for? Assume that role. Create the persona that matches the need.

Does your show call for an expert professional? Pretend you’re wearing a suit and holding a briefcase. Hey, you could even get up off your chair and walk around a bit to practice your performance.

Or maybe your blog needs a vivacious go-getter. Imagine you have a whistle while coaching people on. Would you clap? Would you cheer? What sort of voice would that go-getter have?

Be Who You’re Not – Until You Are

When you take on a role, you can act and behave differently than you do in real life. Actors in Hollywood do this all the time. Julia Roberts played a prostitute. Robert de Niro played a gangster. Brad Pitt and George Clooney played heist specialists.

Then they all went home to their regular lives to be whoever they are.

I’m not suggesting that we all become people we’re not. What I am suggesting is that if you have a hard time gathering the confidence to get on the blogging stage because you feel exposed, then use acting as a springboard to gain the confidence you need.

Assume the role that fits your blog, and play it to the hilt until you feel comfortable. Practice your role and rehearse your part. By then? You’ll probably have found the confidence to be who you want to be.

Then you can really put on a good show.

Image: David Shankbone

About the Author: Get free acting lessons from master blogging thespian James Chartrand over at Men with Pens. No SAG Card required for the feed.


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Monday, December 22, 2008

[Copyblogger] Landing Page Makeover Clinic #12: Soxialize.com

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Landing Page Makeover Clinic #12: Soxialize.com

Landing Page Makeover

Who doesn’t want to make a few (or more!) extra dollars from their WordPress blogs — and who wouldn’t want to leverage the power of a brand-name like Ebay as a surefire means of making ‘em happen?

That’s the basic premise of WPBayAds. Developed by Cesar Serna, WPBayAds is a WP plugin that allows bloggers to easily display topic-relevant eBay auction products or, and I especially like this, build unlimited custom eBay niche stores. Cesar shares that some of his affiliate traffic is converting just fine. Other affiliates aren’t and while his keyword ranking is fine, the organic search traffic being generated isn’t generating enough cash.

While Cesar’s landing page needs some serious reworking, I’ll also address a few points outside the landing page that are also critical to growing a successful income stream. First, let’s look at:

  • The Goal
    Increase sales from organic-derived traffic by 25%.
  • The Problem
    Organic traffic is plentiful but not converting.
  • The Current Landing Page
    http://www.soxialize.com/wpbayads
  • Traffic Source
    Organic search and affiliates.
  • Cost
    Regular price: $149. Intro price: $49.

The Maven’s 10-Point Critique

WPBayAdsClick image for larger view

#1 - Direct your visitors to an actual WPBayAds-specific page, not an all-purpose blog page.

The first thing I notice when I click through is that I’m directed to a page that equally touts TweetPro as well as WPBayAds. So my first reaction is confusion. “Am I on the right page?” At this point, I might just as well bail since I’m already being forced to navigate content I wasn’t expecting. (The big Soxialize logo doesn’t help the visitor experience either.) I realize the idea is to use your blog as the landing page platform but if you’re interested in actually selling your plug-ins, you’ll need to design a straightforward, uncluttered, sales-focused landing page. Your visitor clicked to learn more about making $$ from their blogs with WPBayAds. Make sure you give them WPBayAds and just WPBayAds.

#2 - Design your new landing page stripped of clutter and anything not relevant to helping your visitor make a decision to buy.

Lots of things can kill conversion, but right on the top of my list are landing pages filled with irrelevant images and distracting links and chatter. I’ve written extensively about good design protocols so rather than repeat myself ad nauseum on those points, I’ll direct you to review 5 Tips to Designing the Ultimate Landing Page and Keep it Simple, Stupid" Applies to Your Landing Pages, Too! These are the tips that will help you develop your first pages, or series of pages, that in the very least, won’t hurt your sales conversion efforts.

But I will give you a “fer instance” right here. When I see SUPPORT FORUM when I’m in “decison-making mode” I’m wondering why a simple plug-in needs a support forum. Is it hard to use or figure out? Making a huge leap here, I’m thinking that most bloggers (myself included) who aren’t total geeks want an easy, no-headaches way to use their blogs to make money. Show me a support forum too early? You’ve just given me a reason not to buy or at least made me hesitate. (Rename it WPBayAds Community and you’ve given it a whole different spin.)

#3 - Good design supports the sales message. Copy IS the sales message.

Your current copy wants to sell me a blog plug-in. What your visitors want is an easy way to make money from their blog. Your job is to write copy that focuses directly on the visitor’s self-interest. Rather than Make Money with eBay Niche Stores and Ads!, your current headline, I might say something like - Got 5 Minutes? Got A WP Blog? Then you have EVERYTHING you need to turn your nice little blog into an Turbo-Charged, Ebay-Powered, MONEY-MAKING Machine! (I always go a little cheezy during copy warm-up.) But the point I’m making is that your copy needs to speak to your visitor’s reason for the first click-through. Your job is to follow-through on that promise.

#4 - Make an offer that’s hard to resist.

Your regular price is $149, your intro price is $49 but mere pricing isn’t an offer. What you need is an enticement to get the fence-sitting visitors - the biggest chunk of any visiting population - to respond. Can you offer a free-trial of some sort or money-back guarantee? Or rather than go immediately for the sale, try a two-step approach. Offer a short, X-day course on how to make $$ using Ebay products on your blog. These would need to be real tips but you’d get X shots at making the sale … or a sale down the road since you’ll have a list of toasty-warm prospects you can mine over time.

#5 - Tell ‘em with great copy. Show ‘em with nice pictures.

There’s no nice way to say it, except that the product images are, well, quite awful. That may be okay on some blogs, but not others — and I’m thinking there’s a lot more of the “not others” out there. As a multi-blog owner, I’d want to put attractive images on my site, Ebay or no. I realize that you don’t have control over the actual images but you do over the presentation. So what can you do to enhance how the listings are served and displayed?

WPBayAdsClick image for larger view

#6 - Organize your copy into logical selling “blocks” that center around easy and hassle-free.

The current copy has no real logical flow to it. You want visitors to move from a strong headline - Generate Easy Ebay Profits without the Hassle of an Ebay Store? Yes, you can! (I got a million of ‘em) to a series of benefit-rich subheads - Not one, but 2 ways to make money! - to selling text that meets every “Oh yeah? So what?” objection. Make a list of all the plug-ins features and match each one with some sort of tangible, meaningful benefit to your prospect. Then go ahead and meet the objections, as well - What if I don’t like it? How long will it take me to make my $$ back? Will it work with the new 2.7 WP version, Will it play nice with Google Adsense, etc.

#7 - Get your testimonials on the page.

Where are all the voices of those happy, plug-in buyers enjoying the kick-back life of pleasant “PassiveIncomeVille.” If you don’t have any testimonials yet, survey your current customers or, and here’s another possible offer to test, give 10-25-50 plug-ins away in exchange for their genuine “wowza” testimonials. Let these folks do the heavy selling for you, peer to peer.

#8 - Make Non-Geeks feel smart and competent. Make Tech-Geeks feel superior.

You try to do some of this where you write about Advanced Users and Affiliate Marketers. I’d suggest that the two are not necessarily mutually inclusive. Instead, I’d write to the pain and/or performance points of your 1/non-tech folks who just want an easy way to make spare coin; 2/tech-savvy folks who want the ability to tweak code until it begs for mercy; and 3/affiliate marketers who are looking for the fastest ways to generate profits from their blogs. You could do this as Words to X, Words to Y and Words to Z and make these points specific to each of these groups.

Beyond landing pages … you need to strengthen and make more effective the routes that lead to your spiffy new landing page/s:

#9 - Cultivate more reviews from more of your affiliates.

You noted in your brief that you’re realizing the best results from reviews rather than simple banner ads. Well, OF COURSE you are. Your affiliates have an incentive beyond hosting a simple banner ad. They want to succeed with your product. In turn, folks who click through on a positive review are already at least partially sold -or at least feeling positive about the possibilities. I’m not suggesting paying for reviews (although that’s an option), but as I mentioned above, giving away X number of plug-ins to your affiliates in exchange for a review would help generate leads that convert the best.

#10 - Make sure your organic search terms/phrases accurately reflect the mind-set of the prospect you’re looking to attract and convert.

In other words, it’s not the amount of traffic you generate, it’s about generating the right traffic - those folks who have passed the tire kicking stage (unless you’re willing to try the multi-step-to-sale route.) For example, let’s say you want to buy a car. You put ‘car’ into Google and well, you get a billion results. But if you put “2005 red camry 4-door sedan maryland” you”ll get far fewer results but whatever those results are will be far more relevant to you and give you a reason to act. So you’ll want to review those keyphrases that not only generate traffic but convert well and go from there.

My thanks to Cesar Serna for his support of Heifer International. Look for my next makeover in approximately 2 weeks.

Here's your chance to be the Copywriting Maven's next landing page makeover!

Got a landing page that's more poop than pop? Willing to share with Copyblogger readers? Prepared to put a little of your own "skin in the game" for a Maven Makeover? Then follow your click to Maven's Landing Page Makeover page for all the details.

(The response to the return of the Copywriting Maven Makeovers has been tremendous - thank you! The downside is I’m booked for new gratis critiques until 2/1/09. If you’re interested in a private critique/makeover or other services, please email me directly.)

About the Author: Roberta Rosenberg is The Copywriting Maven at MGP Direct, Inc.


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