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Benefit from The Virtual Consulting Discussion List on Your web sites! :
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Michael S. DeVries
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May 29, 2005 06:30 PDT
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The Virtual Consulting Discussion List [VCDL]
http://www.TheVCF.com/vcdl.phtml
Saturday, May 28, 2005 Digest #23
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List Moderator: Michael S.DeVries
DeVr-@cris.com
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TABLE OF CONTENTS ...
---> [NEW] <---
#1 Benefit from The Virtual Consulting Discussion List on Your web sites
- Michael S. DeVries
#2 "Why You?" -- Professional Identity Branding
- Bill Willard
#3 Top Ten Ways To Improve Your Business Communications
- Karen Kanakanui
#4 Web Site Strategies that Work!!
- Bonnie Jo Davis
#5 Small Business Grants - Tips From The Pros
- Howard Schwartz
#6 What a Ghostwriter Can Do for You
- Bill Willard
---> [CONTINUED] <---
---> [RESOURCES] <---
---> [NEWS] <---
#7 Current Virtual Consulting News from around the world
- Michael S. DeVries
---> [INTRO] <---
---> [HELP WANTED] <---
---> [ADMIN] <---
************* [NEW] ***************
#1 Benefit from The Virtual Consulting Discussion List on Your web sites
-----------------------------------------------------------
Date: Saturday, May 28, 2005
From: Michael S. DeVries <DeVr-@cris.com>
Reply To: Virtual-C-@topica.com
Dear Fellow Virtual Consultants,
Now you may Benefit from having and reading The Virtual Consulting
Discussion List right from Your web sites! :)
The first way in which you may benefit from including The Virtual
Consulting Discussion List on your web sites is by providing you with
more great dynamic content to help you increase the search engine
rankings of and traffic to you sites! :)
You (should) know that “Content is King” on the internet, right?
Which means that the more good information / content you have on your
web sites and the more the search engines “see” it being updated the
better your search engine rankings and thus the more traffic for your
web sites, right?
Now you may use all the great postings and articles from The Virtual
Consulting Discussion List to dynamically supplement the great
information you already have on your sites! :)
You may already be familiar with how RSS / News Feeds may be used to
syndicate content to web sites all over the web, yes?
Well, we are now making The Virtual Consulting Discussion List available
as an RSS / News Feed for inclusion in your web sites! :)
Therefore, if you are already familiar with how to access and use RSS /
News Feeds on your web pages, then you may now find and access The
Virtual Consulting Discussion List RSS / News Feed directly at:
http://www.thevcf.com/vcdl/archives/vcdlrss1.xml
You may find more information about RSS / News Feeds and how to set up
and use them on your web sites now in The Virtual Consultants’ Resource
Center at:
http://www.thevcf.com/vccenter.phtml#RSS
The second way in which Members of The Virtual Consulting Discussion
List may benefit from the new VCDL RSS / News Feed is that now your
postings and articles will automatically become syndicated on web sites
all over the internet! :)
Many more people will have the opportunity to see your postings and
articles. This in turn may not only help you enhance your credibility
as a subject matter expert in your areas of expertise but also help you
generate even more visitors and traffic to your sites by readers
clicking on the links in your Sig[nature] ;), right?
Therefore, wouldn’t it be a Very Good Idea and Great Time for you to
Post your Introduction, Topics for Discussion and Articles for everyone
to see! ;)
You may also now find all of the information regarding how you may
benefit from using The Virtual Consulting Discussion List RSS / News
Feed and an example of how may look and be used on your web sites now on
The Virtual Consulting Discussion List Home Page at:
http://www.thevcf.com/vcdl.phtml#RSS
Where you may also find buttons/links so that you may also automatically
add The Virtual Consulting Discussion List RSS / News Feed to you’re My
Yahoo web page(s) and to your favorite RSS / News Aggregators via the
Syndication Subscription Service.
You may also now find an example of how The Virtual Consulting
Discussion List RSS / News Feed may look and be used on the right hand
side of The Virtual Consulting Discussion List Home Page at:
http://www.thevcf.com/vcdl.phtml#VCDLRSS
We hope that this all helps you all add more dynamic quality content to,
improve the search engine rankings of and visitors / traffic to your web
sites, increase your overall visibility and credibility on the internet
and realize more benefits from your contributions to and participation
in The Virtual Consulting Discussion List
Your Virtual Moderator,
- Michael S. DeVries
-----------------------------------------------------------
#2 "Why You?" -- Professional Identity Branding
-----------------------------------------------------------
Date: Mon, 16 May 2005 21:00:47 -0500
From: Bill Willard <distri-@isnare.com>
Reply To: Virtual-C-@topica.com
You can have first-rate products and services, but if you can't
establish the need, communicate the benefits and differentiate
yourself from the competition in ways that make people want to
do business with you, you’ll forever be selling up hill.
As Robert Krumroy, Identity Branding, Inc. says: “Branding is
about the customer--who has never met you--being able to answer
the question: ‘Why you?’"
Your "Value Proposition”
Your brand can be based in large part on your “value
proposition,” which is what differentiates you from your direct
and indirect competition—and, if it’s good enough, will draw
people to you.
Your value proposition should be a clear, concise statement of
why your business is unique and a better choice. Your market
positioning, competitive analyses and SWOT analysis (Strengths,
Weaknesses, Opportunities, Threats) gives you everything you’ll
need to develop a value proposition based on your strengths,
your competition, what your “ideal” customer wants from you,
and how this benefits people in your markets.
This message must be delivered to your markets consistently and
repeated frequently. If prospects understand what they need,
trust you and connect emotionally with your message, sales
resistance melts before your eyes. Yes, it’s that powerful!
First Impressions, Last
Short-term, smart professional branding gives you the immediate
recognition, market access and momentum you need to attract
customers and build sales; long-term, it can help increase
market share, foster customer loyalty, sustain your
client-building efforts—and practically guarantee clients will
eagerly refer you to others (“Hey, look what I’m part of! You
should be too!”).
Branding should be part of your annual marketing/advertising
expense budget. The Small-Business Administration advises
entrepreneurs to use 5% of gross sales on advertising, but that
varies depending on sales volume and location.
Everyone Has a Brand
“Everyone has a brand, like it or not,” adds John Melchinger,
The Marketing Coach™. “You have one. It may not be the one you
want and you may not be nurturing it, but it's yours
nevertheless. Not to shape your brand rigorously and nurture it
is to leave it to your public to decide. That is the much less
effective alternative.”
Building Your Brand
The purpose of this exercise is to create a short message
people will remember whenever they think about you. When part
of a coordinated marketing plan, your professional identity
brand will drive customers to your business. You will also need
to give some thought to which medium to use.
Example: This is Joe Financial Advisor’s brand identity. It’s
deceptively simple, yet sends a compelling message to his
target market, Tool & Die Makers:
Insurance Solutions – Precision Business & Personal Planning
Why are we a Tool & Die Maker's insurance solution?
Because we care and take the time to understand your unique
needs.
Write your own message here:
Need help building your brand? Try this…
• Give stamped, self-addressed envelopes to 25 personal and
business acquaintances.
• Ask them to write down how they’d describe you to someone
who
doesn’t know you or what you do. Let them know you’re looking
for objectivity, not what they think you want to hear.
• Don’t pressure them; they don’t even have to tell you who
they are their replies (it would be better if you didn’t know).
Compare the results of this survey with your own view of who
you are and what you do based on your value proposition.
• Brainstorm: begin jotting down key words that could become
part of your businesses brand name and slogan.
• Compare against your SWOT analysis.
• Then stop: leave these alone for a week, then come back and
repeat this exercise until you’re satisfied with the results.
Choosing media
Brainstorm ideas for communicating your brand. Write them down,
confer with others, research…
• Which media will be the most effective?
• Which media will be the most efficient?
• Which media will integrate well with each other?
• Which media do you have the resources to implement and
sustain now?
• How frequently should you communicate with your audience?
• What combination of effectiveness, efficiency and simplicity
will best reach your audience with available resources?
When you’re ready, summarize your conclusions in your Marketing
Plan (you do have a marketing plan, don’t you?).
But can you do all this yourself? Should you?
Of course, hiring a full-time marketing professional for your
small business may not be feasible. That’s why outsourcing
might be your best bet
Want More? Send questions and comments to
w.wil-@knology.net.
About The Author: Bill Willard has been writing high-impact
marketing and sales training for over 30 years—but as Will
Rogers put it: "Even if you're on the right track, you'll get
run over if you just sit there.” Through interactive, Web-based
"Do-While-Learning™" programs, e-Newsletters and
straight-talking articles, Bill helps small-business owners and
independent professionals get the job done: profitably improving
performance, helping grow your business, skipping expensive
mistakes, making the journey to success faster, smoother,
easier. And fun!
-----------------------------------------------------------
#3 Top Ten Ways To Improve Your Business Communications
-----------------------------------------------------------
Date: Tue, 17 May 2005 01:12:57 -0700
From: "Karen Kanakanui, Business & Marketing Copywriter"
<yah-@coachmaria.com>
Reply To: Virtual-C-@topica.com
Top Ten Ways To Improve Your Business Communications
It’s impossible to be in business without producing some
written communication. Whether it’s a press release, a
brochure, an article, or a product sheet, sooner or later,
you’ll have to put pen to paper (or fingers to keyboard!).
And when you do, use these tips to maximize your message!
1. Know your audience and keep them in mind as you write.
You must always know who your intended audience is for a
communication piece. Who’s the target market? Why is this so
darn important? Well, because if you don't define your
market, how can you write to your prospective clients about
the things that matter to them? And if you don't write about
what matters to them, you won't touch them in ways that make
them want to take action - buy your product, or hire you,
for example?
2. Know the difference between features versus benefits.
Put yourself in the mind of your prospective client and view
your product or service from their point of view. Most
business owners can tell you about the "features" they
offer, but not always about how those features "benefit" the
customer. And since the customer is - by definition - the
person purchasing your goods or services, doesn't it make
sense to focus on the benefits to them?
Good example: A tire company ran a commercial with an infant
floating inside a tire on a pool of water. The baby looked
warm and dry and safe. The official "feature" was the good
traction the tires provide in wet conditions, but the
"benefit" being sold was you providing safety for your
family. See the difference?
3. Do some competitive research, and use that research to
enhance your marketing materials.
The Internet offers you great opportunities to see how
others in your field are marketing themselves. You might
find approaches that you can adapt to your own business.
4. There are few things worse than a blank piece of paper!
I saw a “Spongebob Squarepants” episode recently in which
Spongebob had to write an 800 word essay. He had about eight
hours to do it, and by the end of 7 hours, all he had to
show was a series of false starts, crossed out words, and a
title.
This is certainly my experience as well. Don't go for
"perfect" the first time through. Just write and write and
write until all your thoughts are out on paper. Don't worry
about style or grammar, just get the words out. Afterwards,
you can go back and revise, edit, and polish.
5. Write like you talk.
I read recently that although people sometimes think a
"formal" writing style sounds "professional," it isn't the
most effective way to communicate. And while it may be an
oversimplification to suggest you write exactly like you
talk, here are the basics: a) Go for a conversational style.
You're building a relationship with prospective customers,
so it's okay to let your personality shine through. b) Talk
directly to the recipient of your letter or email; you want
to tell them why they're hiring "you."
6. Break some rules – starting with these two!
Do not use contractions. In most business communications,
it's okay to use contractions. Using contractions
contributes to conversational style.
Don't end a sentence with a preposition. As someone who's
jumped through many hoops trying to follow this rule, I say
"yippee" to this one. If our goal is clear communication,
then abolishing this rule is something we can all agree on.
(Isn’t that better than “Abolishing this rule is something
on which we can all agree.”?)
7. Avoid passive voice.
Use active voice instead. What’s the difference? In active
voice, the subject of the sentence acts directly upon the
object – “Cat bites dog.” In passive voice, the subject of
the verb does not act – “The dog was bitten by the cat.”
Another hint: Passive voice includes some form of the verb
“be” – am, is, are, was, for example.
8. Give yourself enough time.
It’s hard to write well. It’s even harder to write well –
fast. Whenever possible, plan to allow enough time to write,
leave the copy for a couple of days, and then return with
fresh eyes.
9. Be kind to your reader.
Write the shortest sentences possible. Break long ideas into
shorter paragraphs. If you’re writing a long report, use
subtitles to break up your text, and help the reader follow
your path.
10. Talk directly to your reader.
This is especially important in creating a relationship with
a reader, a potential customer or client, for example. Read
these two sentence openers: “A customer will achieve great
results…” versus “You will achieve great results…
The other side of this coin is to refrain from using the
third person when you’re describing yourself, your products,
or your services. Using the third person creates a distance
between you and your reader and is really only appropriate
for bios and press releases. Make everything first person
and personal – “I offer this to you” or “We offer that to
our customers.”
©2005, Karen Kanakanui, WordsAreUs, is a copywriter who
helps business owners discover their own brilliance by
crafting communications that help you put your best foot
forward. Make your business communications stronger! Join
our ezine now at http://www.wordsareus.com
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-----------------------------------------------------------
#4 Web Site Strategies that Work!!
-----------------------------------------------------------
Date: Tue, 17 May 2005 19:14:19 -0400
From: "Bonnie Jo Davis" <bonniej-@earthlink.net>
Reply To: Virtual-C-@topica.com
Web Site Strategies that Work!!
1. Review your goals and markets for your site:
a) Are there clear business goals and desired outcomes behind
your Web site, and for each major page or section? How will you
evaluate your success?
b) Have you defined all the target audiences for the site, and
the "languages" they speak? Do you have compelling benefit
statements, testimonials, case studies?
c) Does your home page appeal to each of your target markets
and audiences? Does it effectively direct them to appropriate
areas of your site?
d) How compelling are the "calls to action" on each page?
2. How can you take your online business to the next level?
a) Is your site making the best use of available technologies?
How will you stay on top of online developments in your field?
Are all appropriate staff involved?
b) Does your content effectively position the expertise of your
business? Are there media or public relations outlets that you
could tap for wider promotion?
c) Are you taking full advantage of "real-world" opportunities
to promote your site?
d) Does your business offer other services or customer support
functions that you could provide online? Are there further
efficiencies that you could achieve?
e) Review your contact databases and your use of e-mail to
support your marketing. Do you have clear opt-in and privacy
policies?
3. Review your Web traffic reports:
a) Are there any obvious patterns in your traffic, or the paths
your visitors follow that you could capitalize on, or need to
change?
b) What are the top exit points from your site? Where are you
losing conversions?
c) Which external sites link to you? Are these appropriate?
Are you generating sufficient return on investment for paid
online advertising?
d) Do the search phrases for your site suggest ideas for new
areas of business development?
(c) 2005. Philippa Gamse.
Philippa Gamse, CyberSpeaker, is a Web strategy consultant and
professional speaker. To shed more light on your own web traffic
contact Philippa at (831) 465-0317 or at
pga-@CyberSpeaker.com and visit her Web site at <A
HREF="http://www.CyberSpeaker.com"
target=_blank>http://www.CyberSpeaker.com</A> for more articles
and resources.
-----------------------------------------------------------
#5 Small Business Grants - Tips From The Pros
-----------------------------------------------------------
Date: Thu, 19 May 2005 00:43:09 -0500
From: Howard Schwartz <distri-@isnare.com>
Reply To: Virtual-C-@topica.com
Every business starts with an idea or a dream. To implement
this idea or to turn your dream in to reality you require
finance. A grant supports the business ideas and turns the
dreams of an entrepreneur in to reality.
There are many types of grants offered by the Governments and
other financial institutions that include individual grants for
personal necessities, business grants for starting new business,
education grants for funding education and many more. Grants are
always a feasible option to support existing business or
financing new business in all fields. While the United States
government does not offer direct grants for supporting small
business there are many state development agencies, non-profit
organizations, intermediary lending institutions and local
government, which offer grants to expand and enhance small
businesses.
Small businesses always play a significant role in the economic
growth of a country and that is the reason governments are
always ready to offer financial resources to facilitate small
business. You can receive small business grant to start up any
type of business. From carpet cleaning, photocopying, private
tutoring services to day care business you name any business
and these agencies have the grants for you. All U.S. citizens
and residents are eligible to receive U.S. Federal Government,
State Government and Private Foundation-funded grants and
loans. Apart from this these grant programs do not require
credit checks, collateral, security deposits or co-signers.
Small business grants are easily available. Anyone who is 18
year old and thinking about going into business for himself or
wanting to expand his existing business can apply for the
grant. Grants varying between $500.00 to $50,000.00 can be
obtained from these agencies. Usually there are larger payments
for business start up costs. If you are an entrepreneur than you
can use the privileges provided by the government. Small
business grants are the ideal way to fulfill your dreams of
becoming a business owner.
For additional information on Small Business Grants please
visit:
http://www.hjventures.com/grants/government-grant-proposal.html
About The Author: Howard Schwartz is a partner in several
business strategy groups, including HJ Ventures International,
Inc. Howard has worked with hundreds of entrepreneurs
worldwide with a focus on writing business plans for companies
interested in raising capital from Venture Funds and Angel
Investors. For more information: http://www.hjventures.com
-----------------------------------------------------------
#6 What a Ghostwriter Can Do for You
-----------------------------------------------------------
Date: Sun, 15 May 2005 23:03:48 -0500
From: Bill Willard <distri-@isnare.com>
Subject: What a Ghostwriter Can Do for You
Reply To: Virtual-C-@topica.com'
What a Ghostwriter Can Do for You. Trust and credibility are
vital in creating consumer confidence. Promotional books and
articles with your byline are the best kind of
confidence-building free publicity, producing results rivaling
those of standard advertising. If you’re a business owner whose
marketing plans include publication or a Web presence, an
experienced professional ghostwriter can help you focus on your
subject, organize your ideas, and then write persuasively to
your target audience.
Do you ever have red-hot ideas for articles, books or a
website, but never get around to doing anything about them?
Don’t feel like the Lone Ranger. Even if they could grind out
passable copy themselves businesspeople should be doing what
they do best…minding the store, not staring at blank sheets of
paper!
If that’s you, but you still believe in using the media or your
own website to build your business, consider hiring a
professional ghostwriter.
Or, if you've already written a book, article or webpage and
think it’s ready for the publisher or webmaster, think again! A
professional copywriter’s objective critique--complete with line
edits and grammar, style and consistency checks--can spell the
difference between acceptance and rejection.
What Does it Cost?
Ghostwriters’ fees vary. Many charge by the hour, some by the
word; still others are paid by the job. Rates may be
negotiable, and dividing the charges into multiple payments is
usually an option. Most ghostwriters ask clients to sign a
contract, make a down payment (typically 50%) and charge a kill
fee if the job is cancelled. Clients requesting in-depth
consultations may be asked for a retainer. Though not
refundable, retainers usually are applied to any project
charges.
Whatever the cost, it’s worth it if you get good results.
People like doing business with trusted experts. Being
published in local or national media--or your own industry’s
press--is the best kind of free publicity, and automatically
separates you from the competition. As a marketing technique,
promotional articles with your byline can produce results
rivaling those of standard advertising. The exposure can
persuade new customers to try your products and services, and
reinforce your reputation with existing buyers. It can also
generate traffic to your website and convince local journalists
to call you when they need an expert news source or high-profile
interview subject.
Talk about building your reputation and boosting your
credibility! Being published is a great way of telling people
what you can do for them. The more often potential customers
see your name and read about your business, the more confident
they’ll be in buying your products or services.
How Does it Work?
It all begins with a phone call or email inquiry to the
ghostwriter or ghostwriters you’ve selected. From there,
ghostwriters will typically interview you over the phone and by
email (often for free). Let’s say you want an article on
“Designing Widgets”…the ghostwriter will need a detailed
summary of your ideas to create a series of review drafts,
which will go back and forth for your edits and, eventually,
your approval. Ghostwriters will work closely with you until
the job is done to your satisfaction. Once you’ve signed off on
it, they can call their media contacts (or yours) to shop your
article.
A book-length project follows the same pattern, but takes
longer and costs more—sometimes a lot more. You might want to
test the waters with a self-published e-book before plunging
into print publishing. E-books can be made available on a
website (your own or someone else’s), and have become popular
and highly effective marketing tools.
Whatever the job, however, talented, experienced ghostwriters
know how to provide value to their clients. At the end of the
day, the ideas are all yours and the finished product carries
your byline. Articles with free-reprint rights are routinely
published in ezines and by websites, both of which can generate
results, though you may prefer writing to a local readership.
For example, a financial advisor I work with approached his
town's newspaper about writing for them on money matters. His
name and reputation earned him a monthly 500-word column.
Although he has plenty of ideas, he has a lot more profitable
things to do than write. Spending a few minutes a month on the
phone with me laying the groundwork for each column is a smart,
efficient use of his time. It lets me do my job, while the
advisor spends more time where he needs to be: in front of
prospects and clients.
Selecting a Ghostwriter – Talent, Versatility & Experience
Basically, you can choose from among three types of
ghostwriters: Full-time professionals who know your industry;
generalists with experience in different subjects, or amateurs.
• Full-time professionals who know your industry may charge
more, but can probably get off the ground more quickly, with
less time spent getting up to speed on your subjects.
• Generalists with experience in different subjects may require
more of your time upfront, depending on their learning curves,
but they can usually produce the results you seek.
• Amateurs are often a popular choice, since using volunteers
or college students who may have decent writing skills but
lower compensation expectations are thought to be a money
saver…but you usually get what you pay for.
A talented professional can help you focus on your subject,
organize your ideas, and write persuasively to your target
audience. In selecting a ghostwriter, then, it’s usually best
to interview several candidates looking for someone versatile
enough to use different styles and work with different topics
and media. Ghostwriters can be found online (try a Google
search, a job board like guru or elance), or through
word-of-mouth. Ask someone who has used a ghostwriter for a
recommendation, or contact local news outlets or professional
journals for referrals.
But no matter whom you chose, always get resumes and writing
samples, and look for someone you’re confident will do the best
job for you.
Because third-party influence can be more potent than
self-promotion, consider using a ghostwriter to write about
your business under his or her name or using a fictional pen
name. But understand that this technique may dilute your appeal
as a subject-expert among media outlets. Some business owners
get around that by using two-name bylines: their own and the
ghostwriter’s.
No one can guarantee publication, but you can and should expect
ghostwriters to produce words you’ll proudly call your own.
Bottom line: working with a pro gives you the best value for
your marketing dollar.
It’s a good investment in your business.
About The Author: Bill Willard, President of Willard
Associates, has over 30-years experience providing high-impact
written communications to small-business owners and independent
professionals. A Phi Beta Kappa and former managing editor, he
lives in Clearwater, FL. w.wil-@knology.net
************* [NEWS] ***************
#7 Current Virtual Consulting News from around the world
-----------------------------------------------------------
Date: Saturday, May 28, 2005
From: Michael S. DeVries <DeVr-@cris.com>
Reply To: Virtual-C-@topica.com
Dear Fellow Virtual Consultants,
Now it is even easier to keep informed of the latest and greatest news
and developments in the world of Virtual Consulting from all around the
world! :)
You may now read the Current Virtual Consulting News from around the
world from The Virtual Consulting Discussion List’s Home Page at:
http://www.thevcf.com/vcdl.phtml#NEWS
Further, you may now also find and read current news articles related to
the primary Topics in each Digest of The Virtual Consulting Discussion
List right from that Digest’s web page, e.g. at:
http://www.thevcf.com/vcdl/archives/vcdl22.phtml
All future web pages for each Digest of The Virtual Consulting
Discussion List will also contain similar current topically focused News
for all of your reading enjoyment and benefit! :)
We hope that this all helps all of you keep informed of the latest and
greatest news and developments in the world of Virtual Consulting and on
other topics of particular interest to Virtual Consultants from all
around the world! :)
Your Virtual Moderator,
- Michael S. DeVries
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"The Virtual Consulting Discussion List"
Copyright 2005 by Michael S. DeVries –
All Rights Reserved
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