Susan Mikolic Offers “Stepping Stones” to Mental Health
Please visit the link below to see my small business profile about Susan Mikolic on coolcleveland.com:
http://coolcleveland.com/index.php?n=Main.CleBizGuardianAngel
Newsletters That Make You Go “Hmm…”
Business e-newsletters seem to be popping up all over the place. Companies have found e-newsletters an economical and effective way to reach customers, potential customers and industry people. What a great opportunity to present industry news and illustrate what makes your product or service great.
If your company publishes an e-newsletter or is thinking of creating one, you might also consider a subtler approach to content, one that when properly executed, can be extremely satisfying for yourself and your target audience. We’ll call this approach “Newsletters That Make You Go ‘Hmm…’”
With this type of newsletter, the focus is actually not on your company but on ideas, books, articles or human interest stories that engage the reader. There is no sales pitch in this type of newsletter, nor is there a call to action. Instead, the content reveals the thought-provoking side of your team. It’s as if you are having lunch with a client or prospective client and saying, “Hey, look at this article I read! Tell me what you think.”
Giraffe, Inc., a talented Cleveland creative design firm, does an excellent job of producing “Newsletters That Make You Go ‘Hmm.’” The company weaves intelligent and fun stories about everything from overused marketing catch phrases to unconventional businesses or business practices. As you read through these stories, you may see a sentence or two about Giraffe’s work with a specific company, but the focus stays on the intended subject and not on Giraffe.
You can see one of Giraffe’s clever newsletters by clicking on this link:
http://idisk.mac.com/giraffesite-Public/Giraffe-NL.pdf
This type of newsletter works on two levels. First, it encourages the reader to think about the subject matter. “Hmm, I’ve never thought about marketing that way,” for example. Second, it subtly entices the reader to want to learn more about Giraffe. “Hmm, this Giraffe seems like an interesting company, and they’re not trying to blatantly sell me anything!”
Giraffe, in turn, uses its newsletters as a way of getting to know its clients and potential clients on a more personal level. “Did you read the article in our last newsletter? What do you think about it?” a Giraffe team member may ask during a business phone call. It helps customers see Giraffe as a group of talented people and not just a company looking for business. Of course, as with any business, Giraffe wants to attract customers! But through it’s newsletters, it seeks to inform first and then lure in new business by gaining trust and communication.
So why aren’t you writing a “Newsletter That Makes You Go ‘Hmm’” right now?
Update on last post
I’ve just learned that Diana Hyland (the woman in whose name Miracles Happen: An Event for Recurrent Breast Research was created) died earlier this week. Please keep her in your prayers.
The event is still on, and it is even more important that extensive research be conducted regarding recurrent breast cancer. Please see the post below to learn about the event and how you can help. Thanks.
Let’s Go Off the Subject for a Worthy Cause: Recurrent Breast Cancer
Please allow this blog to set aside writing for a moment in order to promote an upcoming event in Shaker Heights, Ohio. Read the following press release for information about the event and how you can help:
FOR IMMEDIATE RELEASE
“Miracles Happen” benefit to raise funds for Recurrent Breast Cancer
Research fund started in honor of cancer patient Diana Hyland of Shaker Heights
Cleveland, Ohio; October 23, 2008 – Miracles Happen, a new benefit to raise funds for recurrent breast cancer research, will be held Saturday, November 8 at Shaker Heights Country Club, 3300 Courtland Boulevard in Shaker Heights, Ohio.
The Diana Hyland Miracle Fund has been established with the mission to advance research for recurrent breast cancer — focusing on new theories, trials and treatments aimed at managing the cancer and extending lives. University Hospitals Ireland Cancer Center is focused on becoming a leader in recurrent breast cancer research. Ongoing research will ensure that Ireland’s physicians and scientists can continue to develop tomorrow’s innovative therapies.
Ned Hyland of Shaker Heights, said, “We have created this fund and benefit in honor of my wife, Diana, who, after recovering from her first bout with breast cancer 10 years ago, is again battling the devastating disease. Our two children, along with our many friends and relatives, have been very supportive throughout Diana’s illness, however, we feel the need to do more. Our goal this year is to raise $1 million to partially establish an Endowed Chair in Metastatic Breast Cancer Research for Dr. Paula Silverman.”
Diana’s doctor, Paula Silverman, M.D., Associate Professor of Medicine and Medical Director, Breast Cancer Program and Ambulatory Services, Ireland Cancer Center, University Hospitals Case Medical Center, will make brief remarks at the benefit.
Beginning at 7:30 p.m., the night of celebration includes dancing, a silent auction and a gourmet menu designed by: Michael Symon, Iron Chef America and Owner of Lola and Lolita; Paul Minnillo, Owner of Baricelli Inn; and Michael Klocinksi, Head Chef at Shaker Heights Country Club. This will be the first of many events aimed at spreading awareness and raising funds for this critical research at University Hospitals.
Some of the latest statistics and facts state:
ß In 2008, approximately 40,480 women will die from breast cancer in the U.S.
ß Breast cancer is the second leading cause of cancer death in women, exceeded only by lung cancer.
ß New research will potentially give hope to hundreds of thousands of women that are affected by this disease.
Tickets are $125 per person. Sponsorships are also available. Cocktail attire is suggested. For tickets or more information, contact Kate Werner at 440-995-4229 or visit www.dianahylandmiraclefund.org.
MEDIA CONTACT: Mary Patton; Phone: 216-321-6746; E-mail: pattonpr@sbcglobal.net
Does Your Web Content Sing?
One of my daughter’s favorite commercials during the recent Summer Olympics had a catchy refrain that she happily sang long after the music had stopped. “This is Budweiser. This is beer,” the voices rang out from the television set. My daughter chimed in every time the commercial ran.
Budweiser may very well have picked up a new patron 13 years from now (much to my chagrin). The point is that the song accompanying this commercial was simple and succinct. “We make beer, and it’s good” was the gist, and my daughter, probably without knowing it, got the message. She may not have been the company’s target audience, but chances are many people of legal age also enjoyed the jingle.
To capture the attention of visitors to a company website, the content must “sing.” That doesn’t mean you have to employ trite slogans. Rather, your website content should be easy to understand, concise and engaging.
How can you make this happen? Here are some ideas:
A.) Use headlines and taglines that grab readers’ interest.
Which headline would entice you to read the history of a small business?
A History of the Joe Blow Acme Company
Joes Blow Acme Company: Lights, Camera, Action
The second headline draws you in because it creates an image of a company on the move. Think about writing headlines and taglines for your content that encourage visitors to read on. What makes your business unique? Find a couple of key words to sum that up, and use them in an attention-grabbing headline.
B.) Don’t tell the whole story.
This can be difficult, especially when you’re really proud of your company’s products or services!
Imagine turning on the radio in your car and hearing the tail end of a song that has a great tune and lyrics. It’s the first time you’ve ever heard the song, and you want to hear more. Thus, you go in search of the song on another station or on the Internet.
Think of web content as a concise–but not complete–overview of your business. Offer important details about who you are, what you can do for customers and why you do it better than anyone else. Make it interesting, and leave them wanting more. If they like what they read on the site, they’ll contact you to hear the rest of the story.
C.) Keep the copy flowing.
Remember reading a school text book that seemed to drone on from page 1 to page 599? The paragraphs were long, the sentences within the paragraphs were long, the words within the sentences were long, and after awhile you either fell asleep or became frustrated because you were unable to grasp the subject matter.
Even if your business is very technical, it’s important to keep the website content interesting and engaging. Use technical jargon when appropriate, and offer easy-to-understand definitions if you feel they’re necessary. If you’re target audience is non-technical people, try to use “layman’s” terms.
Shorter sentences are easier to follow than longer ones. A former editor of mine hammered into my head that a sentence should never be more than about 25 words long. That doesn’t mean you have to count every word, or keep every sentence at 25 words or less. (You’ll see that I broke the rule more than once within this post!) But if you reread a sentence and find yourself losing your place, you can be sure viewers of your website will do so as well.
Try to keep paragraphs between 3 and 5 sentences long. Any longer, and the readers eyes–and attention–will start to wander.
D.) Use pull quotes with meaning.
Take a really special quote from a satisfied customer and show it off somewhere on your company’s home page. (Of course, giving proper credit!) Or borrow quotes (again, giving proper credit!) from famous people in history to inspire visitors to your website.
E.) Be creative when appropriate.
Some company websites demand straightforward, serious content, but many times a website can accommodate a little creativity or levity. Why not add some oomph to your company’s history? For example:
“On a bone-chilling January night in 2003, two young entrepreneurs sat at a dimly lit table in a neighborhood coffee shop and fantasized about how they would revolutionize their industry.”
You can also be creative on an About Us page. Include interesting or little-known facts about your employees; e.g., what clubs they belonged to in high school, any sports trophies they won, their idea of a dream vacation. By including tidbits that don’t directly relate to the business, you’re revealing a human side to the company. And people (i.e., potential customers) like relating to other people.
These are just a few suggestions to help your website sing, and to get visitors to “hum” your catchy “tune” long after they’ve left your site. Now, let’s hear from you. How do you make your web content sing? What tricks of the trade do you enjoy on others’ sites. Let’s share.
It’s, Like, Not Good in Print Either
A recent article in the local newspaper–a front-page, above-the-fold article–told the story of a local politician at an event. The politician handed a treat to a youngster, and the mother somewhat protested. The next line of the article read:
Russo was like, “What?”
Please read that again. If you think the word “said” should have been used instead of “like,” we’re on the same page.
There is absolutely no reason why the word “like” should have been in that sentence, unless it was part of a direct quote. (And even then, I think there’s a way to partially quote the person and leave out the word “like.”)
It’s bad enough that that word is horribly misused in the spoken language. (And I will admit right here that I catch myself using it now and again, and could scream when I hear it come out of my mouth.) “Like,” as it is shown in that sentence, should never, ever, ever be used in print.
There’s nothing wrong with the written word being somewhat more formal than the spoken, especially when your words are going to be read by a lot of other people. If you are writing a business letter to a customer or a blog post on your company’s website, you should use words that are powerful and reflect the professionalism of yourself and your company.
Words create an image in the reader’s mind. If you are using the word “like” when you should be using “said,” a reader can’t help but conjure the image of someone who is not that professional or mature. As the younger generations become businesspeople, they are going to have to be especially careful of this.
Today, I heard a reporter on CSPAN asking questions of an international figure. She used the word “like” no less than eight times in her question, and threw in a couple of “you knows” and “and things.” What do those words convey? The idea that the reporter is young, inexperienced and uncomfortable in that position. There was no sense of confidence and authority.
The same thing happens in the written word. We must use words that convey an image of strength, maturity and professionalism.
Calling All Youngstowners (present and former)
I have been looking at a lot of sites lately dedicated to Youngstown. I am pleased with the pride that all of these people have for their community.
I grew up in Y-town, and even though I left, I carry my small town, working class, ethnic and religious pride with me wherever I go. My family visits Youngstown about once a month. I have to say, in a good way, that there is no place like it in the world. Every time we visit my parents’ church, everyone knows us, kisses our kids, makes us feel as though we live down the street. It’s hard to find that sense of community these days!
Please visit this link to find something truly unique about the Y-town area:
http://shoutyoungstown.blogspot.com/2008/07/return-of-baby-doll-dance.html#links
You’ll see video from the annual Mount Carmel Festival in Lowellville (down the hill, literally, from my parents’ house). There is a very unusual ritual called the Baby Doll Dance. If I try to describe it to you, you won’t believe me. But it’s incredible. There is definitely a story there waiting to be written! I hope to take my family to see it next summer.
Although I’m not in Youngstown anymore, I am very committed to singing its praises and helping in anyway I can with its revitalization.
In fact, I’ve had this crazy idea lately: What if you could create a public relations campaign that would tout Y-town for its small community, sense of pride, friendly neighbors, strong faith, etc.? Aren’t a lot of people hungry for this stuff? It would take some pioneers to settle in from elsewhere and keep the flavor going, but I think it could work. Am I crazy?
Two Articles to Read About Entrepreneurs and Small Business
Please check out the stories I’ve written for coolcleveland.com on E City Cleveland and Hey Butler:
http://www.coolcleveland.com/index.php?n=Main.EcitysEntrepreneursOfTheFuture
http://www.coolcleveland.com/index.php?n=Main.TheButlerDidItInNortheastOhio
Hooray for entrepreneurs and small business in Northeast Ohio!
The Dictionary, Please
In the not-so-olden days, a writer relied on an electric or even a manual typewriter, some White Out for mistakes and a dictionary. Spell Check was nothing more than a glimmer in some young technical genius’ eye. Instead, you depended on your own keen sense of spelling and grammar, with help from Merriam-Webster. A typo was unacceptable.
Today, we pretty much rely on the Spell Check built-into our software to get us through an important piece of copy. But we shouldn’t place all our faith in that. Just like everything else in life, we’ve got to take some personal responsibility for our writing.
Just the other day, I was writing an article and wanted to describe the large portions of food served at a restaurant. I first wrote down hearty, then switched to hardy, then decided I needed to consult the dictionary included with MS Word. I have to say, I wasn’t totally convinced after reading the definitions provided there.
So I lugged the big red dictionary over to my computer (complaining all the way, of course; what a hassle to have to actually GET UP from your computer station!). I saw that among the definitions for hardy were bold and brazen and inured to fatigue or hardships. I wouldn’t want to eat that type of food, would you? But just to be sure I had the correct word, I flipped the pages to hearty: abundant, rich or flavorful enough to satisfy the appetite. Ah, there we go!
Anyone can get confused with the meanings of words or the spelling of words or how words should be used in a sentence. The dictionary comes in handy for all of that. (As an example, it can–and should!–be used to remind oneself about when to use “its” and “it’s” in a sentence. More on that issue–one of my pet peeves–in another post.) The dictionary confirms our thought or politely lets us know we’re wrong. Plus, it forces us to move our bodies when typing and gives us a chance to hold a great book in our hands if only for a minute.
The dictionary: a must-read for writers, whether they’re doing so for business or pleasure.
Here’s an example of a press release
The other day, I wrote about the art of the press release. Remember, you want to tempt the reader with key tidbits, but you don’t want to give away the whole deal.
Below is an example of a press release that I wrote for Synergy International Limited, Inc., an award-winning Northeast Ohio strategic marketing firm. Synergy wanted to let people in the region know about its brand new focus group facility. The release gives important information about the facility. It also is written in a tone that is both professional and warm, reflecting the personality of the people in the company and the style of the business. The idea was to tell people about the facility, then invite them over to show it to them.
A well-written press release does more than get the word out; it grabs people’s attention and sends them in search of more information. This, in turn, can lead to more business for your company.
_______________________________________________________________
Syneregy International Limited, Inc. Unveils Focus Facility
State-of-the-art site is unique in Summit County
April 22, 2008
AKRON, Ohio. Synergy International Limited, Inc., a full-service marketing strategy consultancy, specializing in marketing research and stakeholder relationship management, recently unveiled its 3,600-square-foot focus group facility in Fairlawn, just outside of Akron, Ohio. Outfitted with the latest amenities, the state-of-the-art facility will enable award-winning Synergy to grow its presence throughout Cuyahoga, Medina, Portage, Stark and Summit counties.
The new focus group facility further solidifies Synergy’s commitment to serve Northeast Ohio. In 2007, Synergy acquired DecisionPoint Marketing and Research. With the acquisition and the opening of a new focus group facility, Synergy is poised to create a dominant presence in the region.
“We are so pleased to serve Akron and surrounding communities,” said Rachel Daniel, CEO of Synergy and a doctoral candidate at Case Western Reserve University’s Weatherhead School of Management. “To my understanding, we’re the only privately owned focus group facility in Summit County and the only female- and minority-owned facility in the state of Ohio.”
Synergy conducts consumer, corporate, political and employee focus groups, mock jury trials, observational research, web and telephone surveys and mystery shopping. The company has a database of more than 60,000 research participants in Cuyahoga, Medina, Portage, Stark and Summit counties.
With a dedicated focus group facility, Synergy’s customers can conduct quantitative research in a luxurious setting. The facility boasts a large, open participant room with two breakout areas; a spacious and elegant viewing room, which seats 12 and includes a double-glass mirror, in-suite restroom and private entrance; two discussion rooms with plenty of space for relaxed conversation; and wireless Internet and state-of-the-art audio/visual equipment.
Founded six years ago by Ms. Daniel, Synergy has quickly gained recognition for its ability to translate sometimes-complex quantitative or qualitative data into actionable insight, while implementing programs that target specific stakeholder needs. Ms. Daniel’s passion for serving clients personably and comprehensively is shared by her team and appreciated by Synergy’s clients, which have included Time Warner Cable, The J. M. Smucker Company, National City Bank, Kent State University, Alltel, Best Buy, Doar Litigation Consulting and Key Bank.
“Synergy practices what it preaches—the principles and discipline of customer experience management,” commented Tony Bodak. Bodak is the Director of Service Excellence for Life Line Screening, the leading provider of mobile preventive health screenings in the U.S. “In all of our work together, Synergy has developed a uniquely thorough understanding of our needs and built solutions from there. Synergy’s customer-driven approach has helped us cultivate our [own unique customer-driven approach].”
Synergy continues to grow and excel. Microsoft recently tapped Synergy to conduct qualitative research at a national retreat for affluent women of color. Synergy has also added the City of Cleveland and another division of Time Warner Cable to its growing client list.
To learn more about the success of Synergy and the exciting new focus group facility, visit www.synergycem.com. Better yet, Ms. Daniel offers a personal invitation to the Fairlawn site. “Please call us or stop by for a visit,” she said. “We always have great coffee!”
