Zenful Communications

From Fundraiser to Copywriter: Everything I Learned About Sales I Learned From Fundraising

2016-11-07T09:15:00.001-08:00

As a freelance copywriter, I didn't always spend years hacking away at my computer and writing content for clients. In my "past life," I was a fundraiser and worked for national non-profits planning fundraising events and raising thousands of dollars for public health charities.

I'm the first to admit that I never liked sales and never wanted to pursue any type of sales job. I am not a fan of number crunching or peddling products to people--or that was my limited perception of sales. However, as a fundraiser I quickly learned I was a salesperson and I was actually good at raising money, despite not wanting to pursue a sales-focused career.

As a fundraiser, I learned a lot about sales, especially how to effectively network, how to research and target corporations for sponsor donations, and learned that rejection comes with the territory. While it's been years since I pitched a sponsorship donor package to a large corporation I learned invaluable lessons as a fundraiser.

These top 3 lessons that have stuck with me over the years:

#1 Set realistic and obtainable goals for your team

My biggest challenge as a fundraiser was communicating with my directors that some of their fundraising goals and expectations were unrealistic. Fundraising is a tough and stressful gig and the financial bottom-line is crucial for not-for-profit organizations. When setting campaign goals, create small achievable goals (i.e. monthly, quarterly etc.) so you and team members don't feel overwhelmed. Yes, you want to push team members in a positive direction to achieve their goals. However, you also don't want to make them feel they have failed even before they begin.

#2 Develop a targeted list of prospects and do your research first

As a fundraiser, I spent countless hours researching Book of Lists and searching online for targeted companies that I thought would be a great sponsorship fit. Use both personal and professional connections and network, network, and network. It really is about WHO you know. Attend community meetings and networking events but make sure these events are a good return on your investment. Don't waste time networking with groups of people that are not interested in your services, products, etc. Use and invest your time wisely when networking.

#3 Keep it real and authentic when approaching people
I don't like people telling me what they think I want to hear. As a fundraiser, I prided myself on my real and honest approach with people, especially when I walked into corporate offices and pitched my sponsor packages. I was very respectful of their time (which was usually limited as they were incredibly busy people) and made sure my fundraising pitch was tight and cohesive before I walked into the meeting.

I learned that the best way to approach people, especially when asking for donations, is to keep it real and to always be honest and transparent with people. You want them to be truly invested in your cause, product, service, etc. You will know right away if a person is truly interested or is dozing off and is turned off by your sales pitch.

As a fundraiser, if a person was not invested in my cause and organization, I thanked them and walked away and moved onto the next company or conducted more research to find more viable prospects. I didn't hound companies for money and I always gave them different options. I never turned down ANY donation--no matter the dollar amount. It's crucial to keep the lines of communication wide open. A "no" right now might be a "yes" in a few months down the road or even the following year. Some of my best and loyal company sponsors were based on solid relationships I built over the years and not all of them said "yes" the first time I approached them.

These invaluable lessons I learned as a fundraiser helped me immensely in my writing and marketing career. I highly recommend picking a salesperson's brain. Find out what makes them successful and learn from their success stories. I promise you that sales and marketing folks have a LOT of real-world experience and wisdom to share and it only makes you a stronger writer and marketer.

My latest wine articles on CrushBrew

2015-06-03T13:05:00.000-07:00

I'm a contributing writer to a craft beverage digital publication called CrushBrew.com. This is my "fun" writing and I love learning about wine and beer, and the research has been fascinating.

A huge thanks to Phil and Heather Burton at Barrel Builders who kindly shared their expertise and knowledge about barrel making. It was an interesting topic and I learned a lot about coopering and how wine barrels are made.

I also had fun learning more about the growing trends of the new and improved rosé wines aka #summerwater. Big thanks to Michael Croteaux of Croteaux Vineyards and Michael Duarte of Popie Wines who shared their rosé winemaking knowledge with me. If you have any questions about these articles, just let me know! Also, make sure to check out CrushBrew.com because they have a ton of awesome articles about the craft beer and boutique wine industries...and we've added a new category for distilled spirits.

Coopering: The Art & Craft of Barrel Making

Summer's Favorite Beverage

The Contractual Agreement: Why It's Important to Read & Understand the Fine Print

2015-03-13T10:33:00.001-07:00

Hi folks!
It's been awhile since I posted on my blog. I had the flu twice and then caught a cold and was buried in a challenging book editing project. No excuses though! I'm back to blogging on a regular basis so stay tuned!

One of the biggest questions I get from newbie solopreneurs and freelance writers is about contracts. I pride myself on being very specific with my proposals and contracts, but I still work with clients who don't have experience "reading and understanding" the fine print of a basic contract. I've learned a few lessons recently about being VERY clear and specific with clients when they agree to project parameters, deadlines, etc.

Here are some personal tips I want to pass along if you create a contract OR if you're on the other side and need to sign a contract. Please note: I am NOT a lawyer and the tips below are based on my own personal experiences as a freelance copywriter who works on contract with my clients. Always check with a professional attorney for legal assistance before signing a legal contract.

1. If you plan to work with a contractor or a contracted company/agency, ALWAYS sign a contractual agreement. Depending upon the scope of the project, most contractual (work-for-hire) agreements are fairly basic. However, if the language sounds like mumbo-jumbo hire a lawyer to review the contract before you sign anything.

2. Make sure deadlines, your rates, and the scope of the project are crystal clear before you sign on the dotted line. I ran into some issues with deadlines with this last project which was very frustrating on my end. Also, don't assume the other person understands the terms of your agreement. Run through the proposal with them and make sure they understand ALL the details, payment structure (especially if it's a long-term/extended contract), and your project responsibilities. This will save you a lot of hassle and legal trouble down the road.

3. If the other contracted party does NOT follow through on their agreed upon responsibilities and duties, you may have just cause to terminate the contract. If you run into issues with a client (or the contractor) and they fail to do what they agreed to do, you may be able to terminate the contract. Make sure to include a rescission clause (aka termination for convenience clause) that allows the contract to be ended. The rescinding party has to compensate the other party for work already completed. However, check with a lawyer before you terminate a contract, especially if you aren't sure. You usually need to have a justifiable reason for ending a contract. For example, if the products or services aren't delivered according to the agreed upon contractual parameters, or the contracting party delivers shoddy products or gives you poor service.

The Scoop on Non-Disclosure Agreements

As a copywriter and editor, I've signed a few of these agreements throughout my career. A non-disclosure agreement is also known as a confidentiality agreement. Basically, you agree not to share any proprietary information or trade/company secrets and if you do, you could be in hot water. If you aren't sure about signing a non-disclosure agreement, check with a lawyer.

Just be very careful when signing a contract. Unfortunately, there are still a lot of scammer companies out there who might be trying to make a quick buck off you so just be wary and do your research. Ask for references and testimonials before you hire the contractor or work with the company. When in doubt, hire a lawyer to review the contract before signing.

Additional resources:
http://www.nolo.com/legal-encyclopedia/contractors-freelancers
http://freelancetofreedomproject.com/dont-get-screwed-freelance-contracts-legal-stuff-you-cant-ignore/

Wine, Wine & More Wine: My Placer County Wine Article Featured on CrushBrew

2015-03-10T11:14:00.003-07:00

I had a lot of fun writing this article featuring my stomping grounds: local Placer County wineries. Check it out, especially if you want to learn more about the great wines and boutique wineries in northern California!

http://crushbrew.com/placer-county-wineries-award-winning-californias-map

Happy Election Day!

2014-11-04T10:58:00.000-08:00

Hope you get out and vote today. As a female voter, I feel it's very important that we exercise our right to vote. The suffragettes fought long and hard so women could have the right to vote!

If you live in the U.S., get out there and vote today!

Happy Election Day! Let's use our voices and make that vote count!

5 Easy Marketing Tips for Personal Trainers and Fitness Instructors

2014-08-01T18:38:00.000-07:00

A fitness business, especially if you are a personal trainer or fitness instructor, can be difficult to market. I'm a Certified Zumba Instructor so I know it can be tough to spread the word about your classes.

These five easy online marketing tips will help you get started with your personal training and fitness business. It doesn't matter if you are a newbie instructor or have years of fitness experience under your belt, you need to jump on board and use online tools and social media to your advantage.

1. Create a Facebook page - First, sign up for Facebook (if you don't have an account) and create a Facebook page. Make sure you don't create a Group. You want to create a professional business page on Facebook. Invite your friends to sign up or pass along to your students and clients who are on Facebook. Make sure you connect to everyone you know but remember don't spam everyone either.

2. Interact on fitness-related Facebook pages - Search for other personal training and fitness sites. For example, if you are a yoga instructor connect with other local yoga networks or instructors in your area. If you work for a gym or fitness center, like their page and ask permission from the owners/managers if you can promote your classes on their page (if they don't market your classes already).

3. Join LinkedIn and start networking - Are you a personal fitness trainer who works exclusively with stressed-out business professionals? Think outside the box. Join LinkedIn and look for groups that are in need of personal training/fitness instructors. It also helps to join industry fitness and health groups on LinkedIn. This is a great way to share and swap marketing ideas. Just remember to be courteous and professional when interacting on LinkedIn groups.

4. Post on Twitter - Twitter is another great social media platform to cross promote your classes and personal training services. Use hashtags, especially if you want to catch the attention of local people who'd be interested in what you have to offer.

5. Search online for guest blogging and interview opportunities - One of the best ways to promote yourself online is to share your fitness expertise. Use social media to network or conduct a Google search to find health and fitness-related guest blogger opportunities. Sign up for Help a Reporter Out. Reporters and freelance writers are always looking for fitness experts for their stories. If you have a specific fitness niche, this will make you even more marketable.

Word-of-mouth marketing will only get you so far so start spreading the word about your fitness business online. Best of luck! If you need more helpful hints and tips, please search my past blog posts that go into more detail about social media marketing and online reputation tips.

Spruce Up Your Brand: Why It's Time to Change Your Office Design & Decor

2014-05-02T11:12:00.000-07:00

My mom and I went for much-needed pedicures this week. She told me that the nail salon we frequent completely changed their decor and theme of the salon. I was looking forward to checking out their renovation!

The change was night and day. They went with a relaxing beach/Hawaii theme and it looked amazing. I felt like I was really in a spa instead of a stinky, chemical-smelling run-of-the mill nail joint. Their pedicure chairs are really comfy (love the chair massage!), and the colors and design are very soothing and relaxing. I felt like I went on a short mini-spa-cation. The salon didn't have any personality before but after this updated design renovation, it really boosted their salon's brand and look (complete with new signage).

I work from home so when I have meetings with clients, I usually go to their office or meet them for lunch or coffee. However, if you do have an office space, look around your surroundings right now.

What does your decor and design say about your brand? Is it warm and inviting for your clients and employees? Does it truly reflect your brand's personality?

You don't have to spend thousands of dollars on a brand new office renovation but even a fresh coat of paint could do wonders for the look and feel of your work/office space. If you meet with clients on a regular basis and your office is blah and uninviting, you are sending the completely wrong impression to clients. You want to provide a comfortable space for your clients and your employees. Also, if you and your employees feel comfortable working in a warm, spacious office, I have a strong feeling that your productivity will probably increase!

Check out these additional business/office design tips:
http://www.businessdictionary.com/article/452/office-design-to-foster-innovation/
http://www.houzz.com/photos/home-office
http://ios-inc.com/office-design-tips-to-promote-creativity/

My Webinar Experience Gone Wrong: How to Blow Up Your Sales Funnel With One Word

2014-04-24T11:47:00.000-07:00

Webinar Etiquette 101...and It Doesn't Involve Cuss Words

It's been awhile since I participated in a webinar and thought I'd get back into the saddle and sign up for a digital trends webinar. I won't disclose the company's name because I don't want to give them any publicity whatsoever. The data they were presenting sounded interesting and I'm always doing market research. As a copywriter and content strategist for a boutique marketing agency, I'm always looking to hone my skills and knowledge and stay on top of digital and tech trends.

I received a few reminder emails in my in-box yesterday morning so I thought the webinar was starting right then and there! I hurried to log into the webinar and the "started" button was lit up for the webinar. I assumed that the webinar had already started. As soon as I logged into the webinar, the first thing I heard out of the presenter's mouth was the F bomb. Now this isn't a fly-by-night training company either. They have international offices and their clients include Google and big-name PR agencies. I actually know people who work for these agencies and for Google.

I was completely turned off and disgusted that a professional would use such language in a webinar. I immediately contacted the webinar coordinator via email and told him I was appalled and not to send me any more information about their webinars. I explained that as soon as I logged into the webinar, the only thing I heard was F bombs being dropped. Beyond tacky and completely unprofessional. IF I had a presenter who swore like a truck driver on MY webinar, they would never be asked back.

So the story gets even more interesting...I logged in while they were having a meeting and he was getting his presentation ready. He said it wasn't defensible but he forgot to turn his mic off. Rule #1 when conducting a webinar: turn OFF your mic if you don't want people to hear you OR don't make the webinar go live until the scheduled time!!

I will give the company credit for promptly replying to my email about what happened. The company rep apologized and said they were "mortified." No doubt, they should be mortified...and doing everything they can to repair the damage. They encouraged me to listen to the webinar and assured me that the presenter was professional. I'm not a complete ogre and I know things happen in the heat of the moment so I gave the webinar presenter another chance. I actually was impressed with the webinar and the data presented and even asked a question. Ironically, I was the only one who showed up online for the webinar. I don't know if other people listened in via the phone.

Even though I was annoyed after what transpired, I pride myself on being a consummate professional and I tried to give them the benefit of the doubt. I appreciated the fact that the account manager did his best to smooth things over with me. I was exactly the demographic they needed to target, and I could have been a potential client. "Could" being the key word. I'm not interested in their services anymore!

But here's the kicker of this webinar gone wrong...

This morning I received a recording and slides of the presentation which the VP was nice enough to send me. I couldn't believe he had the gall to PITCH me their training services in that email. Really, you're going to try and peddle your services to me after what happened? What part of "your fellow employee dropped the F bomb and totally offended me" did this company NOT understand?

I thought to myself: this company really can't be THIS disconnected, can they? Obviously, they missed the communication memo with me somewhere. Yes, I gave them positive feedback about the webinar and liked the data but I never said, hey, please send me more information about your services!

After that happened, there is no way on this planet I would ever hire this company to train ME on how to better engage with MY clients via digital and social media strategies. They can't even engage properly with me in a positive way. I feel like I should be training THEM on how NOT to write down-your-throat sales pitches after you piss off a webinar participant. They threw me a bone with a freebie but I don't even care at this point.

This was my first experience with their brand/company and despite their apologies, that lame attempt at a a sales pitch slammed down my throat was the kicker and turned me off completely. I will say it again, and cannot stress this enough when it comes to reputation management and brand marketing. First impressions make a lasting impression and this company made a lasting impression on me...a negative, offensive one that can't be repaired.

Why the Hard Sales Pitch Doesn't Always Work in Email Campaigns

2014-04-11T13:25:00.000-07:00

I have recently opted out of many email lists as a result of spamming and hard sales pitches 24, 7. There is one reason I stay connected and subscribe to lists - for helpful information that's going to make MY life better. I'm not saying you can't throw in a sales pitch once in awhile or share a discount or deal, but I'm over the "in-your-face-buy-my-crap" emails. I also see this approach on social media as well, which has really turned me off to LinkedIn recently.

I know, I know. You've been told by an email marketing/lead generation "expert" that you need to reel prospects into your sales funnel by getting them to sign up for your emails. Yes, you want qualified subscribers but the fastest way for them to unsubscribe is to blast them with a hard sales pitch email. I recently signed up for an email list and then automatically unsubscribed when the first email I received was a blatant sales pitch for their product. They didn't even have the decency to send m an introductory email thanking me for signing up to their list. Thanks but NO thanks!

As a copywriter, I write a lot email campaign copy. While there is a sales and marketing "edge" to email copy, my campaigns don't bombard subscribers with useless information or sales pitches 24,7. While you don't want to give away freebies all the time, you need to find a balance in your emails between a "soft" sale approach while providing and sharing helpful information.

Here are some of the biggest mistakes people make when developing email campaigns:

1. "Blah" email capture forms with no calls to action - Your capture forms need to "wow" prospects so steer clear of generic template forms. If you don't ask people to directly sign up/subscribe (your call to action), forget about people signing up for your emails.

2. Don't lie or make false claims in your email campaigns. That seems like a no-brainer but even a slight exaggeration can turn people off and your subscribers aren't stupid. How many times have you received "scam" sounding emails? They read something like this: Are you a stay-at-home mom? YOU can make THOUSANDS of dollars each month by working from the comfort of your own home! Don't make promises you can't keep.

3. Don't harass people EVERY day with emails. This is another given but you'd be surprised how many people get overzealous with information overload. Ask your subscribers how many times they want to receive emails and honor that request. Also, subscribers can report you as a spammer if you send out too many emails at one time.

4. Be transparent and tell them who you are! People don't trust unknown email senders. It's important to identify your company name in the "from" email section when you blast out emails to lists. Also, personalize your email greetings as much as you can. If you come across sounding generic and canned, people will unsubscribe and possibly block and report your email as spam.

Before you send emails to your lists, think strategically and remember that the hard sales approach might be the very reason why you are losing customers!

Five Helpful Tax Tips for Newbie Freelancers & Contractors

2014-04-02T10:53:00.000-07:00

It's that time of year again! Taxes -- that dreaded T word that's due on April 15 - 13 days and counting! As a self-employed contractor or freelancer, this is the time of year when we hunt for receipts and pray to the IRS gods that we have all our ducks in a row (or maybe that's just me!)

I'm not a tax expert by any means. However, as a freelance copywriter and consultant, I've learned a few tricks over the years when filing my taxes. Some freelancers (especially writers) think that because they don't make a lot of money, they don't have to pay taxes. Even if you freelance on the side and have a 9-5 day job, you still have to claim income earned. Here are a few step-by-step tips for newbies.

#1 Fill out the Schedule C - Form 1040, Profit or Loss from Business (Sole Proprietorship). If you contracted with a company this year and they paid you $600/yearly, the company (by law) has to send you a 1099-MISC form. If you did not receive a 1099, remember to claim all income earned on your Schedule C. You can also use the Schedule C-EZ form but specific criteria applies (i.e. if you don't have employees, expenses are under $5000, no home office deduction, etc.) You can find out everything you need to know about business taxes on the IRS website.

#2 If you can help it, don't fill out forms by hand. It really, really helps (and saves you a LOT of time) to use an online tax preparation program or a tax software program such as Turbo Tax. My taxes are fairly straightforward so I use an easy online prep program called Free Tax USA. There is a small fee to electronically file state taxes but electronic federal filing is free. You can also set up auto deposit. This makes it really easy to get your tax return deposited into your bank account and/or if you have to pay taxes.

#3 Don't forgot to claim ALL expenses. Business expenses include: travel mileage, food/business lunches, coffee meetings, business trainings and seminars (both offline and online), equipment (i.e. that new iPhone you bought this year for business), etc. Claim as many expenses and deductions as you can. If you aren't sure what you can or cannot claim, ask a CPA. Hopefully, you saved all receipts. Keep your receipts organized, especially if you have to work with a CPA. You will need to save your receipts as proof of your business expenses.

#4 Carefully review your taxes before you submit them. The IRS will kick back your forms if there is an error which delays the filing process. Even if you file for an extension, you still need to pay your estimated taxes by the April 15 deadline. If you don't file by that date, you will be penalized. The great thing about online tax prep programs is that they catch the errors for you so you can go back and correct them before filing. After you file, make sure to keep hard copies (or PDFs on your computer) of your returns. You must keep these copies for your records. According to the IRS: Keep records for 3 years from the date you filed your original return or 2 years from the date you paid the tax, whichever is later.You file a claim for a loss from worthless securities or bad debt deduction; keep records for 7 years.

#5 Hire a licensed CPA to assist you - especially if you don't have time or your taxes are complicated. Also, the IRS has a lot of helpful tips and information on their site for contractors and self-employed business owners.

If you file electronically, make sure to sign your state tax form and keep ALL hard copies in a file folder/cabinet in a safe location. Some business professionals put their tax information in a fire-proof safe which is a smart idea.

May the force be with you and many happy Tax Returns! :)

For California residents, check out:
https://www.ftb.ca.gov/index.shtml?disabled=true

More helpful tax prep links:
http://www.irs.gov/Businesses/Small-Businesses-&-Self-Employed
http://taxes.about.com/od/taxsoftware/tp/taxsoftware.htm
http://www.sba.gov/category/navigation-structure/starting-managing-business/starting-business/establishing-business/taxes
http://www.huffingtonpost.com/jamie-sutherland/last-minute-tax-tips-for-_1_b_5072966.html

Social Media Marketing for Cat Lovers: Jackson Galaxy & The Power of Online Product Reviews

2014-02-24T10:44:00.000-08:00

As a marketer, I always scour reviews online before I purchase any product or service. However, I seem to find more and more legitimate product reviews through Facebook pages. I'm an animal lover and love my kitties! I have an older rescue cat who has been having some health issues, specifically skin and allergy problems. She's been in and out of the vet for other health problems, including a pricey dental cleaning. She's been itching and biting her fur a lot which has worried me so I went right to the source, the Cat Daddy himself, Jackson Galaxy. Jackson is an awesome animal behaviorist who appears on the Animal Channel ("My Cat From Hell" show). I follow his Facebook page and check out his page for helpful hints about cats, especially concerning cat health issues. As a result, I stumbled upon his natural holistic health products that cat owners really praised. Wow, their personal product testimonials really caught my attention! Jackson merely posted a link to his Spiritual Essence products on his Facebook page. His fans couldn't say enough great things about a particular product (the one I ended up purchasing).

I'm not trying to talk you into using natural health products (a very personal decision) for your pets, but my story shows that online product reviews and testimonials are powerful tools. Testimonials from your fans base/customers can easily help you market services and products - without really trying.

As a result of the rave reviews and browsing through the site (a holistic DMV/vet and Jackson created the product line together so there is a medical/vet backing to the products), I bought two of his natural remedies for my rescue cat, fluffy Blue Eyes. Why did I buy these particular products, especially when there are tons of other brands and cat health remedies I could buy? Because of his active Facebook page AND the genuine testimonials/rave reviews from every day cat owners like myself who are experiencing the same health/skin allergy issues with their cats. My kitty is a "senior" cat so it was even more comforting to know that these cat owners have found success with his products. Yes, I paid more than I normally would but as someone who personally believes in the power of holistic remedies, I feel it's well-worth the investment if it's a good product AND helps my cat feel better.

The moral of the marketing story? If you have a loyal fan base on your social media and they love your products/services, let your fans do the talking (and the reviewing of your products and services) for you. Obviously, Jackson Galaxy has a HUGE following from cat lovers and owners from around the world BUT my personal experience shows the strength of his brand. People trust and believe in his cat/animal behavior advice, knowledge and his products. Jackson Galaxy is another example of a successful branding and marketing story!

I'm anxiously awaiting the arrival of Jackson's products and hopefully, the remedies do the trick for itchy, scratchy Blue Eyes! :)

Justin Bieber Is Not Newsworthy: Why Twitter Isn't Relevant Anymore

2014-02-03T11:31:00.000-08:00

Justin Bieber has been in a lot of hot water lately, but is the Biebs really considered newsworthy? With everything else happening in this world, our crazy weather, etc., my vote is NO! This New York Times article agrees that Twitter isn't about the most important and relevant news anymore. Justin Bieber is definitely NOT considered relevant (big shocker):

"But by far, the most common refrain was something like this: “Why is this news??”

The simplest answer is that it wasn’t — at least not the most important news happening on that particular day. But Twitter isn’t really about the most important thing anymore — it stopped being about relevancy a long time ago. Twitter seems to have reached a turning point, a phase in which its contributors have stopped trying to make the service as useful as possible for the crowd, and are instead trying to distinguish themselves from one another. It’s less about drifting down the stream, absorbing what you can while you float, and more about trying to make the flashiest raft to float on, gathering fans and accolades as you go."

According to the article, Twitter really isn't about how many followers you have anymore:

"What does matter, however, is how many people notice you, either through retweets, favorites or the holy grail, a retweet by someone extremely well known, like a celebrity. That validation that your contribution is important, interesting or worthy is enough social proof to encourage repetition."

This article makes me wonder what's in store for Twitter's future, and social media in general. Will the "tweeting" novelty eventually wear off for the average social media user? Obviously, tweeting is still going strong. Celebrities are always getting in trouble for posting nasty tweets and "questionable" selfies on their Twitter. Is it all just a big publicity stunt these days, especially for celebs and those in the limelight?

Is Twitter really a popularity contest that feed people's inflated egos, and gives them personal validation through "likes"? My vote is a resounding yes. This applies to Facebook as well. Social media is a valuable marketing tool, in my opinion, but some people view and use social media as their own shallow beauty/popularity contest. And that gets old fast.

Do you use Twitter as a social media marketing platform? Do you think that Twitter has gone down the tubes?

5 Outsourcing Tips: How to Effectively Communicate & Work With Contractors and Freelancers

2014-01-27T13:43:00.000-08:00

As a freelance copywriter, many times I work with clients who just don't have any idea what they want or need when it comes to their writing objectives. In the copywriting and design world, these strategic instructions are called "creative directives." However, that doesn't mean it's impossible to figure out my clients' needs or wants. I just completed a fast turn-around project, and it was a new industry that was unfamiliar to me. However, the project flowed smoothly and I was able to complete the project quickly. It also helped that it was a former colleague. Since we worked together in the past, we knew each other's work ethic and are both very detail-oriented.

Last year, I took on an outsourced blogging project for a copywriter friend, and it was a seamless project as well. Why were these projects successful? Because they were both very clear with directives and what I needed to do. The blogging project involved a lot of research (also, it was another industry that wasn't familiar territory), and the article angles were very specific. I also work for a fast-paced marketing & design agency with multiple projects and clients. Everyone involved in the project needs to be on the same page in order for projects to succeed, and to make our clients happy.

Even if your project is challenging, that doesn't mean it's impossible to get what you need/want from the contractor. If you have outsourced projects or plan to work with contractors and/or freelancers in the future, here are 5 outsourcing tips you need to know BEFORE hiring independent contractors.

1. Do not expect the contractor/freelancer to read your mind. You need to have somewhat of an idea as to what you want.That's the purpose behind holding initial strategic planning consultations, phone interviews/meetings, etc. For example, don't approach a web developer with: "I need a new website by next month." Why do you need a new website? What's the purpose/objective of your website? Don't answer with the standard "I want more clients, make more money, etc." Who doesn't want to have new clients and make more money? Don't be vague. Be specific about your project goals. Also, don't forget to communicate on a regular basis with your contractors. If you aren't an email person, let the contractor know up front that you would rather talk to them via phone or Skype, etc. or vice versa. Establish SPECIFIC project details from the very start! Contractors aren't mind readers - that's not their job. If you don't understand something, don't be afraid to clarify and ask questions (even if you think they are silly!) Remember to answer contractors' questions in a timely manner. If the contractor has to wait for you to answer their questions, remember that delay holds up YOUR project and THEIR deadlines.

2. Put everything in writing from the very beginning and don't proceed until you have a signed contractual agreement. After sending you a proposal/quote and when you agree to the project details, the contractor usually draws up the contract. However, you can also create your own contract for them to sign. In the contract, outline (point-by-point) the details of the project, fees/rates, and your directives (goals, objectives, etc.). If you are working with multiple contractors on one big project, include a project plan and clearly outline each players' roles, deadlines, etc. in the project. It's important that everyone involved knows what's going on with the project--the left hand needs to talk to the right!

Make sure to include a clause in your contract that states you can "kill" the project at any time and dissolve the contract. Sometimes what looks good on paper doesn't translate in the real world. As a copywriter, I pride myself on completing projects on deadline and communicating effectively - and on a regular basis - with my clients via email, phone, text, and Skype. However, not every freelancer out there is ethical or even qualified. Carefully vet contractors before you hire them, and ask for testimonials and professional references. You want to have an "out" if the contractor just can't meet your goals and/or you have a personality conflict. You will still need to pay a contractor for ALL completed work up until the point you dissolve the contract. If you ever run into a bind with a contract dispute, consult an attorney for assistance.

3. What you see is what you get...or expect to pay more money. If you change your mind about the direction of your project and decide you want a different website design (and the website is in the final stages of completion), be prepared to start from scratch. Most contractors/freelancers are flexible with changes mid-stream (dependent upon contractual agreements), but time is money for independent contractors. If the project is near completion and you decide you want to create a new concept/idea, then you're looking at a brand new project strategy which means a new budget and contract. This seems like a no-brainer, but I've experienced this issue first-hand and it happens quite often.

4. Leave your ego at the door. Don't pretend or think you know MORE than the contractor you hired. This can turn into a nightmare. I actually "fired" clients for this very reason. It works both way. An unhappy contractor can immediately dissolve the contract with you as well. There is a reason you hire a professional that knows more than you do. Let them do their job, and don't be micro-manager or a know-it-all. Obviously, if the contractor gives you a smoke and mirror show and has no clue as to what they're doing, you have a legitimate reason to fire them and hire a more qualified person.

5. Heartfelt compliments and rockin' testimonials don't hurt either. Freelancers and contractors find a lot of their business through word-of-mouth, so if you are pleased with their work please let them know (and let others know too). Testimonials and good references are a huge selling point for independent contractors. Also, if you have it within your means/budget, throwing a few extra dollars their way for a job well done doesn't hurt either. If you need this contractor's services in the future, this is a great way to establish rapport and a solid working relationship. A small bonus is always nice, but even a simple thank you and heartfelt compliments can go a long way.

The Power of Social Media: How Facebook Helped Solve a Crime

2014-01-13T09:10:00.000-08:00

I watched a local news segment on Saturday night about a local businesswoman in Sacramento, Calif. who sells hand crafted artisanal ice cream (Popcycle Creamery) and how her custom bike was stolen, despite it being locked up in a secure location. It was disheartening as the bicycle is used as part of her cart/business, and I felt so bad for her (since this is how she generates her income). One of my friends posted on Facebook to keep an eye out for her bike, and even though I don't live in Sacramento anymore I wanted to follow the story and show my support.

There's a happy ending to her story as her bike was recovered yesterday (luckily, with minimal damage and it's still in good shape to ride) - THANKS to the power of social media and local Sacramento law enforcement!

When you start to become frustrated with social media and think it's a waste of time, think again. Because of social media, a crime was solved and this woman can now return to selling her yummy ice cream.

This is from Popcycle Creamery's Facebook page:

"Good morning POP peeps! I just want to send a special thanks to CBS Sacramento and Sacramento Police Department for their vital roles in recovering my POPcycle!

On Sunday afternoon, 2 officers were in the Del Paso Heights neighborhood taking care of business and one of the officers spotted the POPcycle sitting abandoned in an alley. He recognized the bike from the news segment done on Saturday evening. The other officer recognized it from a Facebook post Cross Fit West Sac on Saturday. The power of social media - wowza!

The thief gave her a few bumps and bruises -- they took the pedals, the seat, the lights, cup holder -- but otherwise the POPcycle is in good shape and will be happy to get a little cosmetic make over on these few items. I am just so thankful that the bike itself was not damaged. She will be getting a good bath and should be rolling soon -- for now she is taking a little rest in a secure undisclosed location,

Although the experience of having it stolen was a bummer -- the amount of love, support and sharing of my story has far outweighed the sadness I felt upon discovering my girl was gone. THANK YOU! Keep on pedalin' - never give up!

p.s. for some reason the post won't let me tag CBS, Sac PD or Cross Fit West Sac - you all have ice cream on the house coming at you!"

Smart Tech is Top Online Marketing Trend for 2014

2014-01-09T13:30:00.000-08:00

Sorry for the absence. I'm back in time to kick off the New Year with the hottest online marketing trends for 2014.

The 2014 marketing prediction articles are circulating right and left this week. This article by Entrepreneur listed the top 10 hottest trends for the upcoming year. Smart objects take the number two spot on their list. It seems like smart technology took 2013 by storm with companies launching their latest and greatest mobile device, tablet, etc. We saw the launch of the iPhone 5 this year and Apple has announced they will launch their iPhone 6 in the fall.

Technology seems to be leaning towards sci-fi trends such as watches that double as a computer/smart phone. One of the latest trends is Google Glass. Last year, Google launched these funky wearable glasses (which look like space age sunglasses) that double as a basic computer. Google is expected to launch a better and more improved (and less expensive) version this year, but it's not expected to be released until May.

Other hot tech trends that will help online marketers target the mobile/smart crowd:

iPhones & iPads will have bigger displays
Smartwatches
Smartphones to be improved with better high-resolution & curved displays

Keep "smart objects" in mind when developing your online marketing strategy this year. Make sure that your online marketing campaigns and content read well and look good on mobile/smart devices. Build websites that are mobile and user-friendly, and understand how your smart tech audiences think and act. They are busy and on-the-go, and they want information that's quickly accessible. Also, make sure to get on board with a smart device - yes, it's time to get rid of that outdated flip phone and join the 21st century.

Wishing you much success & prosperity in 2014!
-Therese

What's the Buzz on Self-Publishing? My Interview with Writer & Author Leigh Hershkovich

2013-08-21T10:21:00.003-07:00

The "Buzz" on Book Publicity & Marketing for Self-Published Authors & Writers

What does take to write and self-publish a book?
How do you market your book once you self-publish your book?
Self-publishing vs. traditional publishing? What's the latest scoop?
How does social media tie into the book publicity and marketing picture?

I answer all these questions and MORE in my interview with talented writer and author, Leigh Hershkovich, who just released her first novel, Shattered Illusions. Read my interview on Leigh's blog!

A huge thanks to Leigh for interviewing me. It was a fun interview with great questions. For mystery/crime readers, check out Leigh's newly released novel--she's an awesome writer!

Why Offline Business Networking Events Can Waste Valuable Time & Hurt Your Bottom Line

2013-07-08T10:12:00.000-07:00

I am not anti-networking but I am not a fan of attending offline networking events that waste my precious, valuable time. I have wasted a lot of time and energy attending business networking events that didn't help my business. I also think it really depends on your market, regional location, and the types of business owners/entrepreneurs you connect with at these events. As a former fundraiser, I was forced to attend many networking events that I found to be a huge waste of time so I learned a few networking lessons over the years, and how to screen these networking events/groups more carefully.

Have you found yourself collecting a lot of cards at these events but you either don't follow up with these leads OR these leads end up being flaky and unreliable? I seem to bat zero when I attend these events--and it's not from lack of trying. I followed up with leads, and even wrote up proposals for potential clients. But the lack of professionalism turned me off so I chose not to return to these groups. I just wasn't feeling it.

I've made the decision NOT to attend offline business networking events anymore. If you have run across similar challenges with networking groups, I recommend that you consider either scaling back your business networking groups and/or doing away with them altogether.

So what about the human personal touch? You can still get that personal touch when you connect with potential clients and leads from your Facebook page and/or LinkedIn. It also allows you to screen people better before you make that face-to-face contact. Another bonus: you don't waste time and money traveling to a networking event--only to discover it was a big dud and you just wasted precious time networking with people that don't have any interest in your products or services.

Bottom line: What is your return on investment if you attend a business networking event? Just to socialize and have fun? I'm not anti-fun, but there is a time and place for having fun. If you attend these events for the heck of it, without any solid goals in mind, I suggest you re-think your lead generation strategies.

Before you attend an offline networking event, ask yourself the following five questions.

1. Do I have the time/energy/money to take ________hours out of my day/evening to attend this event?

2. Do your homework first. Are the right people going to be at this event? My target markets? Potential leads/clients? Other business owners who complement my industry and aren't my competitors?

3. Do I have to pay a fee to attend? Do I have the budget to invest in a fee-based networking group? What do I receive (perks, benefits, etc.) in return for my dues/fees?

4. Am I obligated to produce referrals/leads to others in the group? Some networking groups (leads-based groups) have a mandatory rule that you must contribute so many leads per week/month to the group.

5. Are there other avenues/marketing channels (i.e. social media, etc.) that I could pursue that will give me a better return on my investment?

I've been down that road with networking groups and I found them to be a huge waste of my time. I am not against networking, but I am not a fan of wasted time and energy. If you find yourself wasting a lot of time at these events and you don't get viable leads as a result, you might want to ditch the offline networking for now and stick with online marketing channels.

Don't Reinvent the Marketing Wheel: How to Repurpose One Topic into Multiple Content Pieces

2013-07-01T15:59:00.000-07:00

You don't have to start from scratch when it comes to your content marketing. I read an interesting content strategy today by Joe Pulizzi on Content Marketing Institute - take one idea/topic and repurpose it into 20 new pieces of content. Obviously, this won't work for every topic (or industry), but it's a great idea and makes perfect sense. This helps strengthen your brand across multiple digital and offline channels, and reinforces your online reputation and industry expertise.

Choose a topic that relates specifically to your industry and resonates with your target markets, customers, and clients. Don't be afraid to dive deep into the minds of your audiences--give them what they want! Not every content channel I listed below will be appropriate for your industry or niche, so be mindful of what works and doesn't work when it comes to your target markets. Remember to focus on just ONE idea or topic.

As I read Joe Pulizzi's article, I thought, hmm, where and how could I take one topic and produce content in 20 new and interesting ways? These are the 20 content pieces I came up with--off the top of my head.

1. Write content for your website

2. Write and publish a blog post - if you don't have a blog, it's easy to create a WordPress blog.

3. Create a video and upload to YouTube and other video sharing sites

4. Upload a Powerpoint presentation on SlideShare and other free multimedia presentation sites

5. Create and publish an ebook focused on this topic (i.e. CreateSpace) - take your most popular blog posts or articles and turn them into an ebook

6. Write articles - contribute to article marketing sites such as Ezinearticles

7. Write a white paper/report or case study - offer as a free download on your website or blog

8. Share information in your e-newsletter. Write a short article centered around the topic or take key highlights from your blog post (cross-promote and include a link back to your blog)

9. Guest blogging & industry sites - reach out to bloggers and writers in your industry for guest blogging/writing opportunities

10. Be a guest on a podcast or online radio station - search out podcasts related to your topic or industry and pitch your topic idea. You can reach a wider audience by sharing your expertise and knowledge via online radio stations and podcasts.

11. Share content on social media. Take key points from other articles and highlight them in your social media posts.

12. Create an online course or webinar focused solely on your topic.

13. Connect with other industry experts and participate in online teleconferences that compliment your topic.

14. If appropriate, speak at local industry/business networking events and clearly focus on the topic. Hand out supplemental materials (repurpose a blog post or article tied to this topic)

15. Answer questions on LinkedIn or Facebook that relate to this topic--share your expertise and knowledge.

16. Join or start a group on LinkedIn or Facebook that centers around your topic/idea. Be active in these groups and share your content--just remember not to spam social media groups with advertisements or blatant promotions.

17. Use topic-related hashtags when tweeting i.e. #howtoattractcustomers, #socialmediamarketingtips, #socialmedia, #Internetmarketing etc.

18. Write online editorials, reviews, and helpful comments on other industry blogs, websites, and ezines that tie back to your topic.

19. Create visual infographics related to the topic - share on Pinterest and Instagram.

20. Create and share a useful tool, template, or content freebie. Make sure it is "user-friendly" and easily accessible to your target audiences. For example, I have a free social media editorial calendar template that I share with my colleagues and clients. This is a handy tool and those I have shared with appreciate the fact that the work has been done for them. It helps them stay organized and focused on the big social media marketing picture.

Whew! That should give you plenty of ideas on how to get started with repurposing content in new and exciting ways. If you have other content marketing/repurposing tips that I missed, please feel free to share!

SEO Content Tips: Why Overused Business Catch Phrases Could Hurt Your Brand

2013-06-26T15:53:00.000-07:00

Every industry/niche has its own jargon and buzz words. Before you sit down to write your next article, email, or blog post, look at the words you use. Are you using industry jargon and words that will go right over your audience's head? You want to speak to, and not AT, your audience. Obviously, there are times you can't avoid jargon (especially if you work in a very jargon-oriented industry like finance, etc.), however, the way you write to a colleague and/or employee is very different than how you should address your target markets/audience.

Ditch Overused Words
You want your articles and blog posts to be easily found in the search engines, so write for your audience (and not for the search engines). Yes, keywords are important but write for actual human beings and don't inundate your audience with rambling, verbose jargon that leaves them confused.

Ditch the corporate speak. Avoid using the following words and "catch phrases" when writing business-related correspondence or content. These words/statements get overused in business content and the meaning becomes lost. Not to mention, you start sounding like every other brand/company out there.

unique
out of pocket
push the envelope
leverage
incentivize
level the playing field
impactful
hit the ground running
liaise
on the same page
guesstimate
go rogue
synergize/synergy
think outside the box
win-win
value-added
turnkey
under the radar
throw under the bus
throw it against the wall and see if it sticks

People don't want to read overused catch phrases that don't make any sense to them. Research and write about topics that interest your audiences and don't speak down to them!

The Lady Thigh Shaper Debacle: Why Unsolicited Direct Mailings Are a Major Fail in the Digital Age

2013-06-10T15:03:00.002-07:00

Sorry for the hiatus. I was knee-deep in true crime blogging about the Jodi Arias trial but now I'm back on track with my Zenful blog. So where were we?

A few months ago I was sent a piece of unsolicited mail. That's right, folks. An actual postcard that was delivered to me by the U.S. Postal Service. I didn't even know direct mailings still existed? I was not having the best day so when I read the postcard about "lady thigh shapers"-- evil looking stocking contraptions that reminded me of those horrid circulation stockings (which are not fun to wear--been there, done that!) -- I wasn't a happy camper.

I fired off an email to their customer service rep and basically told them they wasted postage by sending me an unsolicited piece of mail (can you say recycle bin?) and asked them to take me off their mailing list and to never contact me again. First, it is insulting to me as a woman. Did they find pictures of women online and say hmmm, look at the thighs on her, she really needs our vice-constricting thigh shapers, that will not only suck the cellulite in, but will also cut off her circulation? Thanks, but NO thanks!

I'm not going to name the company because I don't want to give them any publicity. C'mon, in the age of the internet and email campaigns, sending unsolicited direct mail is a HUGE waste of money -- not to mention it's a MAJOR fail.

That piece of mail really annoyed me and it only takes one customer, like me, to spread the word--and not in a good way! I told other friends about what happened and posted the information on my social media about my bad experience with this company. As a result, at least 200 plus people read about this company's spammy direct mailing. A lot of my female friends commented on what a lame product it was anyway--why would women even WANT to wear those awful stockings? Sorry, but the lace trim doesn't disguise the fact that they look like shapewear for women FAR older than me.

So word to the wise to all lady shapewear companies, don't send out direct mailings and insult women who never "opted in" and shared their contact information with you. I'm sure they bought my information from a list but the tired tricks of circa-90s direct mailings just don't work--and they definitely DO NOT work on me.

Major fail. You won't ever catch me wearing lady thigh shapers. Ever.

Troll Patrol: How to Spot a Troll & Other Cyber Riff-Raff

2013-04-22T14:05:00.000-07:00

Sorry for the absence but I'm back and writing about my favorite topic: online reputation management. I've been quite active in a Facebook group that involves the trial of Jodi Arias. It's amazing how many trolls came out of the cyber woodwork with this trial. If you aren't familiar with the case, it's a huge profile murder trial that has been happening since January.

I've monitored social media groups before, but this case has really brought out the worst in people - to the point that people's pictures and identities are being stolen (even more scary, their children's pictures are being stolen). It's really easy to get caught up in the web that these trolls spin, but you really need to stay on your toes with these trolls.

An online troll is defined as: "someone who posts inflammatory, extraneous, or off-topic messages in an online community such as forums, chat room, blog, etc. with the primary intent of provoking readers into an emotional response."

How To Spot an Internet Troll

1. They use an alias (especially when they create social media accounts i.e. Facebook) and don't use their real name.

2. They only have a few contacts or friends on their profile or contact list.

3. They don't have any comments or interaction from other people posted on their page/account.

4. They don't have any photographs identifying who they are (or they post a fake photograph or image). Another warning sign: if they post pictures from high school and don't post current photos that could be a warning sign that they aren't who they say they are!

5. If they do have friends on their list, the names sound shady and fake (these could be under the same person - fake or multiple accounts).

6. IF they sound too good to be true, they probably aren't real. Also, if they want you to send money or donate to their cause, website, blog, etc. run in the opposite direction!

7. If they constantly send you spam messages, then yup, it's a TROLL!

8. Trolls use "throw away" email addresses. They use Gmail or Hotmail accounts so they can't be easily traced or they create bogus email addresses that don't even exist. This also applies with fake URLs of websites or blogs that don't exist.

9. Trolls are lazy - they don't want to take the time to fill out profiles or the "About" section. If these sections are left blank, then you probably have a troll on your hands.

and last but NOT least...#10 Trolls will always leave a trail and will eventually be caught. They will slip up with their email addresses, contact information, or use words or phrases that sound "fishy." Sometimes trolls use proxy servers (to hide their IP addresses) but as I mentioned above, trolls are lazy and they will slip up at some point...and that's when you can nab them.

If all else fails and you want to get rid of a troll, the best way to handle a troll is to delete them, block them, and report them to the administrator of the group, or report them to Facebook or Twitter.

For more information about how to avoid and protect yourself from online spammers and scammers, check out my blog series I wrote last year with fellow co-author, Karen Elliott.

Remember to stay safe and play it smart online - please, please protect your identity as it's very easy for these trolls to tap into your personal information. Hackers are sophisticated these days and you can never be too careful.

Return on Investment: Are You Selling & Marketing Benefits?

2013-03-11T11:25:00.000-07:00

As a former fundraiser, I was always marketing and pitching the benefits to donors. If they chose to invest their donation in the cause, what benefits would they receive and where would their money go? In this tough economy, whether you sell the latest widget or gadget, or want to increase your donor base...it all comes down to benefits.

Don't Just Talk About Your Products & Services: Show Worthwhile Benefits
I recently had the benefits vs. products conversation with a client partner. When I write sales copy for my clients, this is always in the forefront of my strategic brain. I explained how these certain products needed to show the benefits as opposed to just talking up the brand as a product unto itself.

Yes, people invest in the brand solely for the brand name, but that brand name comes with benefits - usually high quality and reliability that people can trust and rely on every time they "invest" in that particular brand. When people drop a chunk of change for a product or service, they don't fork over their money blindly. They want to receive value, in the way of benefits, in exchange for their investment.

Show your benefits - whether visually/graphically, audio/video, or via the written word (or all of the above!) It all comes down to a valuable investment. People want to know what they get in return for the money they plan to spend on your products and services...and are they a worthwhile investment that will yield successful results? How will these benefits improve their bottom-line, and even more important, how will these benefits improve their LIFE?

Are You the Only Person Who Likes Your Product or Service?
I know that sounds like an odd question, but look at the show "Shark Tank" - many contestants have competed on there with products that don't make sense (or they are the only one who likes their product). Yet they still ask investors to back a product that honestly won't sell in the "real world." If you haven't done your market research BEFORE you launch a product or service, you are looking at problems down the road.

If you are the only one who likes the product or service, it's going to be a tough sell. You need to think strategically - who are the target markets and who would actually use this product or service and will they invest in it? It won't do you any good if you are the only person on this planet who believes in or likes your product or service. You want others to like and believe in your products and services BEFORE you sell or market it.

I know that sounds like a no-brainer but there are some businesses who take the knee-jerk approach. They realize, after the fact, that they can't sell anything because no one else is invested in the "benefits" of the product. You could have the most amazing product or service in the world, but if you can't show why your products and services could make someone's life easier then you need to start at square one.

Tunnel Vision Content Won't Win You Fans
This also holds true of your content marketing. If you create a blog or website and you only write about topics that interest you, then you'll be your biggest - and ONLY - fan. Think about content that interests your target markets. If you don't care about sales or a bottom-line, that's one thing. However, if you want people to jump on your bandwagon then don't produce contently solely for yourself.

Whether you are a fundraiser or a new start-up, think return on investment when you market your products and services (or cause)...and show don't tell!

Twitter Marketing for Dummies (2nd Edition) by Lacy, Kyle [Paperback] (Google Affiliate Ad)

Social Media Justice & The Jodi Arias Trial

2013-02-26T09:46:00.000-08:00

I continue to follow the Jodi Arias/Travis Alexander trial and participate in a Facebook group and Twitter feeds concerning news and updates about the trial. I'll save my political and legal rants for another time (or check out my editorial-based blog to read my updates and feedback about the trial).

As someone who assists clients with their online reputation and brand management via social media, social media plays an integral role in this trial. There are many Facebook groups - both for and against - Jodi Arias and many in support of the victim, Travis Alexander. When I want to find the latest information about the trial, I log into my Twitter and Facebook group. You can find the live stream of the trial online and news sources blog live updates throughout the day. The trial is literally at your virtual social media fingertips.

I wonder if any news about the trial has leaked to the jury? It seems like they literally cannot have any form of technology with him because you can find any and all information online. Were their phones confiscated? I know that they are sequesteredm but how cut off are from the rest of the virtual world?

But where there is heat comes fire with a high profile murder case. The lawyers, Alexander and his family, and Arias herself have been bashed in social media posts. Opinions are what makes up social media, and depending on how you view the trial, social media could either help or hurt (or both) in the Travis Alexander trial.

It's All in the Eyes: What Do Your Eyes Really Say About You & How You Communicate?

2013-02-22T14:27:00.002-08:00

It's been said that the "eyes are the window to the soul." Friends have told me that they can tell how I'm feeling just from looking at my eyes - when I'm tired or upset, my eyes usually give me away.

For the past few weeks, I've been watching the Jodi Arias trial and tuning into what the body language experts have to say about Arias' body language, especially concerning her eyes. Based on how she looks down with her eyes and glances away from the prosecutor during the trial, she shows signs of deception and lying - not a big shocker.

You don't have to be a forensics psychologist to put two and two together. As human beings, we can usually tell when someone is being deceptive or shifty: does the person look you straight in the eye or does their gaze shift away from you? As I listened to the experts weigh in about body language, it made me wonder about my body language. More specifically, what kind of message do I send with my eyes when I talk with a client, or when I meet someone new?

Check out these five types of eye movements and the message you send, while talking to someone, just from your eyes alone:

1. An intense stare or glare (without interruption) for a long period of time - the stare down: threatening or invasive (if the pupils are really small, then you might want to run in the other direction!)

2. Avoiding another person's gaze (or eyes shift downward or to the side): feeling uncomfortable about subject or topic, lying and/or feelings of guilt. But don't judge too quickly: if you stare at another person for a long period, they may look away for a few seconds just to take a break from your gaze.

3. Gazing at regular intervals (but not in a stare-down type of way) - direct eye contact: open to the conversation, invites communication and discussion, and shows a relaxed manner and a sign of confidence.

4. Rapid, excessive blinking: feelings of stress or discomfort, and/or shows signs of deceit and dishonesty

5. Rolling eyes in upward motion: disagreement, feelings of frustration with conversation

Another helpful tip: if you meet someone for the first time and want to make a favorable impression, smile and look that person in the eye while extending your hand in a friendly manner. Warning: don't hold eye contact too long or you'll creep the other person out.

How Color Impacts Your Content and Websites

2013-02-15T12:56:00.001-08:00

I'm not a designer but as a copywriter, I work with designers and I write web site copy and content for the restaurant and food industry. Color plays a huge role when it comes to impacting your audience in a negative or positive way. If your content does not visually appeal to your targeted market, then you will probably turn them off as soon as they click on your blog or website.

When choosing colors for your content (from layout design to fonts), think carefully how about these colors will emotionally impact your audience. Colors appeal to the senses. For example, the biggest visual mistake in the restaurant and food industry is grainy, black and white food photography that restaurants use in their menu, websites, and social media. Food photography should pop with rich, appetizing colors. The dishes should LOOK delicious and appealing and not turn your customers' stomachs as soon as they look at the pictures.

Before you go wild with color, consider the psychology behind colors and the feelings they evoke:

Green - a healing color tied to health and also related to animals, nature, balance and harmony. Green can also be tied to money and finance (i.e. money green).

Red - feelings of passion, love, action, strength, power, boldness, sense of adventure etc. and can also be considered an "angry" color (i.e. fire-engine red)

Blue - Soft and harmonious (pale, softer pastel blues) and darker blues reflect professionalism and success.

Purple - Royal, regal and luxurious (deep bold purple) or whimsical, dreamy, wistful (softer lavender shades)

Orange - Fun, creative, youthful, vibrant and energetic

Pink - Sweet, tender, and youthful/innocent

Brown - Earthy and natural

Grey - Reserved and neutral

White - Clean, pure, simple

Black - Serious, formal, mysterious/secretive

If design and color aren't your forte, hire a professional designer to help you choose the best colors, layout design, etc. for your content and site. The wrong color choices could easily scare or turn off your targeted audiences.