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3 Tips on Writing for the Web

August 26th, 2014

pencil

 

Online copywriting represents a separate field from copywriting in general, with its own rules and recommendations. Here are some quick items to remember as you expand into this productive field.

The golden triangle describes how visitors look at a web page, scanning horizontally across the top from left to right and then diagonally downward.

1. Promotional copy can turn off visitors and be quickly branded as spam. Therefore, when writing on the web, you need to remember the fundamental tenets of inbound marketing. Provide something of value to the reader, and he will review your promotional material at the same time. When writing on the web, it is helpful to remember the 80-20 rule. 80 percent of the material you create should be informational and only 20 percent promotional. People will link to the informational content and/or visit your website because of it.

2. Use the full capacity of the web including linking and images. Images provide visual relief for your reader and can attract attention in and of themselves. Links to authoritative sources can expand upon your copy in a productive and worthwhile manner. Your copy, in effect, is only as good as the links you provide for background.

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ISIL Wakens the Sleeping Giant

August 23rd, 2014

camel rider

 

ISIL, the Islamic State of Iraq and the Levant, may not have realized what it did yesterday when it outraged citizens across our nation with the barbaric beheading of one of our journalists.

We will not forget these images the terrorists tried to use to pollute our minds, and they will pay a heavy price for the attempt.

Reporters have always maintained a certain neutrality in the dangerous areas they travel, trying to convey the news and show all sides of developing stories.

Even in Ferguson, Missouri, they were treated with respect by looters who would slow down and inquire to make sure they got the photographs they needed. In the Gaza Strip, journalists would wear large flak jackets with PRESS emblazoned across the front.

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Why to Move Your Business Online

August 19th, 2014

moving van

 

It may seem rather wearisome to talk about moving one’s business online, a debate for ten years ago perhaps. But there is still a small but dedicated cadre of organizations who are resisting, claiming their industry is somehow different from the norm and thus justifying their position.

as younger generations, digital natives, move into the prime buying demographic, these holdouts are perhaps looking for an excuse to make the plunge while still saving face.

However, as younger generations, digital natives, move into the prime buying demographic, these holdouts are perhaps looking for an excuse to make the plunge while still saving face. Or perhaps they need to re-enter the world of online publicity after an initial effort failed to generate the ROI they were seeking.

Like every other industry, the online world has not stood still in their absence.

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Empathy for Ferguson

August 16th, 2014

African American

 

The events in Ferguson, Missouri, are not occurring in a vacuum. The death of an unarmed black youth at the hands of the police could have happened in a number of urban and suburban settings in the United States. The tragedy of grieving African-American parents is an American tragedy, and that makes it both a compelling news story and a cause of unrest.

… the clueless nature of the police response shows the real gap in communications between the average member of the community and the officials tasked with maintaining order and decorum.

And the clueless nature of the police response shows the real gap in communications between the average member of the community and the officials tasked with maintaining order and decorum. But put yourself in the shoes of an African-American youth:

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Using a Media List

August 15th, 2014

newspaper dispenser

 

Despite the turmoil created by the online expansion of public relations, researching a media list remains fundamental to the practice. A media should consist of the key publicity outlets to pitch with a press release from your client, and it should include trade journals, daily newspapers, local business journals and online sites.

Dedicated public relations directories, especially Bacon’s, can be founded in almost every major library, and the PR pro should use it to research appropriate reporters, contact information, circulation and other pertinent information. Generally, you can approach the editor-in-chief directly for publications with a circulation less than 50K, while a beat reporter may be more appropriate for a larger journal.

Despite what reporters say, it is always a good idea to give them a call first and ask for permission to send a press release.

Despite what reporters say, it is always a good idea to give them a call first and ask for permission to send a press release. This will make your release stand out from the daily bombardment these reporters experience every day.

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Put Hamas to the Test

August 9th, 2014

Arab

 

Israel can put Hamas to the test by proposing what in the United States would be called a “grand bargain.” Offer to end the “siege” of Gaza, with open borders, a seaport and an airport, if Hamas demilitarizes and recognizes Israel.

… help to determine, once and for all, if Hamas really believes the propaganda it has been spouting about the best interests of the Gazan people.

This would help to determine, once and for all, if Hamas really believes the propaganda it has been spouting about the best interests of the Gazan people. It would also lessen the opprobrium being heaped upon Israel by enemies who fail to show any intention of giving them a chance to respond.

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Three Social Media Fundamentals

August 6th, 2014

cat on keyboard

 

Learning the art of social media can humble business CEOs who can be classified as digital immigrants. But social media platforms embrace some common principles, and if you remember them, you will find the field much less intimidating.

… social media platforms embrace some common principles, and if you remember them you will find the field much less intimidating.

1. You may always, as a first principle, be guided by the “social” in social media. Engaging with other users will pay far more dividends than just running up a large number of followers or connections. Follow a strategy of quid pro quo; that is, if someone engages with your content (perhaps through a plus-one), return the favor.

2. Remember the 80-20 rule. This maxim can be applied to many different situations, but online it is a good principle regarding the ratio of informational-to-promotional posts.

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Republican Fiasco on Immigration

August 2nd, 2014

Hispanic

 

The Republicans don’t hate Hispanics. It just appears that way.

In one of the most embarrassing fiascos in the House this week, the leadership failed to pass its own legislation to address the thousands of unaccompanied children crossing the border to flee from unabated violence. Showing an utter lack of humanity and compassion, the Tea Party forced modifications of the immigration bill to cut its funding and make it more draconian, even though they knew that the Senate had already left town, and there was no hope of passage.

…while in one breath, the Republicans spent taxpayer dollars to sue the President for taking too many executive actions, in the other, they demanded the President take more executive actions to deal with the border crisis, because they couldn’t pass any legislation.

Moreover, while in one breath, the Republicans spent taxpayer dollars to sue the President for taking too many executive actions, in the other, they demanded the President take more executive actions to deal with the border crisis, because they couldn’t pass any legislation.

The hypocrisy of this strategy caused some Republicans and even Fox News pundits to point out the contradictions. So what should the average voter make of all this?

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Three Myths About Business Development

August 1st, 2014

open sign

 

Creating a start-up business can provide many challenges, but several myths have been promulgated about the undertaking, making it even more difficult. Here are three of the most prevalent to make your life easier.

Creating a start-up business can provide many challenges, but several myths have been promulgated about the undertaking, making it even more difficult.

1. You need to write a business plan.

Some people trying to start their own organization drink the Kool-Aid and believe you need a 50-page business plan to become successful. Nothing could be further from the proof. If you need more structure to your undertaking, consult the book Creating a One-Page Business Plan for guidance. But even that can prove unnecessary if you know your trade and have developed a clear idea about how to implement it.

2. A website is the most important undertaking to promote your company.

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False Equivalence in Gaza

July 28th, 2014

SEO world

 

In watching the coverage of the war in Gaza, one is struck by the use of false equivalence — in an effort to provide “balanced” stories, Hamas has been provided with an outlet to disseminate its views on a par with the Israeli Defense Force.

It should be remembered that Hamas, while denying involvement, nevertheless applauded the criminals. The outrage of this kidnapping seemed to be the last straw for Israeli authorities …

The current hostilities started with the kidnapping and murder of three Israeli teenagers. It should be remembered that Hamas, while denying involvement, nevertheless applauded the criminals. The outrage of this kidnapping seemed to be the last straw for Israeli authorities; they cracked down on the West Bank, arrested Hamas representatives just because they were Hamas and made life miserable for all the Palestinians in a so-called effort to find the youngsters.

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