Greetings,
We have a winner! Carol Day Young of Harris and Young Consulting received a half-hour of free consulting. It just so happens that Carol and her partner Susan Harris are members of the Consulting Alliance. We had just chatted at lunch about their new Web site a few days before her name was drawn. At her request, I spent the half hour there. Revisions are in process.
Since you can be sure I didn't hire a global accounting firm to certify the results, you might wonder how Carol came to be selected. Simple. I printed out a list of the 35 respondents to the survey and then used a random number generator to pick a number between 1 and 35. It was 7.
Our first article, as promised, tells you about the survey results and also about the importance of the little word "short." The second article is not the one I promised in the last issue.
What with one thing and another--including the annual vacation to Nantucket--I didn't get to do all the research I wanted for the final article in our series on social networking. So I've given myself another month to check out great ways to use online networking. If you have suggestions, please send them along.
Instead, inspired by reviewing Carol's Web site and also by your requests on the survey, the second article covers three things you need to keep in mind when writing for the Web.
|
Survey Results
|
What a difference a word makes. The minute the August issue of Web Words hit the stands, I realized I had left out a key word in the survey request. "Short." I even asked Paul Cashman to take the survey and report how long it took him (3 minutes). Then I forgot to use that critical word. Don't you hate it when that happens?
I got 12 responses out of 292 opens. Not good. In the end, as many of you know, I decided to resend the survey, including the all-important information that it was a quick survey. The results were gratifying. A total of 35 people responded. Many, many thanks. Constant Contact says expected response rates to surveys on their system are between 10% to 20%. We came in at 12%. Still a trifle disappointing, but better.
Using the Tool
My one-word report on using the survey tool is "amazing." Constant Contact makes it a cinch to compose the survey, providing easily customizable templates so you can add and subtract at will. I didn't track exactly how much time I spent, but I doubt creating the survey took more than a half hour.
The presentation of results is available in visual form and easily downloaded to formatted spreadsheets. There were lots of specific comments that will keep me busy writing for many issues to come.
Bottom line, respondents like Web Words and gave high marks for content and appearance (see graphic above). We noted the lament of several that there isn't enough time to read all the newsletters in their inbox, so shorter is better. This is a challenge I intend to respond to, beginning right now. I figured out how to link content. So here is a brief summary of all the results.
Consider a survey for your business or organization. It's really great to get feedback, people like being involved and a survey makes sure you're headed in the right direction.
|
Write for the Web
|
 There's an old adage in sales--WIIFM (what's in it for me). The acronym is a reminder to stay customer focused. Think of your readers as your customers. Stand in their shoes. Present your message from the reader's point of view--why is what you have to say good for them?
The major flaw I see in Web site copy--especially on the homepage--is perspective. Too much "we," too little "you." Average reader visits are measured in seconds not minutes, so your message needs to resonate quickly with your reader. This same principle works for any business document.
Put the Big News Up Front
Way before the Internet was even a glimmer in the eye of its creators, I assisted a business-writing professor while I was getting my MBA. He observed that people tend to bury their main message several paragraphs deep in their communications. Remember right placement of the important message for anything you write--on the Web or off.
Keep it Short
Cut. Cut. Cut. People are busy and they don't "read" on the Web; they scan. Bullets, short paragraphs, some white space and a message cut to the core. It's a lot harder to do, as I'm learning myself. But your readers will thank you . . . by reading what you write.
|
| Web Tips |
 Google has done it again. This time it's a really cool, free business phone directory service. Dial 1-800-GOOG-411 (that's 1-800-466-4411), state your location and the type of business you're looking for and then select from the choices offered. You'll be connected directly to the business.
Call from your cell phone and you can also say "text message" for more information. It's worth testing the service just to hear the voice the system uses. Then check out the video and additional information.
But even in the 21st century, even with Google, there are mistakes. I tried asking for a Great Barrington, MA restaurant called Baba Louie's that was mispronounced on the directory. When I said the name correctly, it sent me to a totally different eatery in Hudson, NY, a good 45 minutes away.
|
|
And Finally . . .
Shawenon Communications collaborates with small businesses, solopreneurs, professionals and not-for-profits to get their messages across in the written word.
We specialize in electronic communications, including e-zines and other forms of email marketing, and Web site content. We also ghostwrite articles and other business communications. As a business partner, we resell Constant Contact's email marketing service.
Thanks for reading. If you liked this issue, please click on the Forward email button below to share this newsletter with others.
You're also welcome to reprint material in this newsletter as long as it is unaltered and credited to the author. Be sure to send us a copy, too. If being reproduced electronically, the following link must also be included:
www.shawenon.com
Sincerely,
Susanna Opper
Shawenon Communications
413-528-6494
Copyright © 2008 Shawenon Communications.
All rights reserved. |
|
|
Seminars Resume
|
 |
Attend a free seminar on email marketing on October 1 at the place of your choice. Have computer; will travel. You name the venue and recruit a total of five participants, and I'll be there if it's within an hour's drive of Alford, MA.
We're still seeking the magical 1,000th Web Words subscriber. We're over 950.
You can help and win a gift certificate to Barnes & Noble at the same time.
Here's how. Be the first to bring in five new subscribers, and you'll get the reward. You can forward this email
or talk up Web Words to your business colleagues. It's up to you.
Contact us for more information
|
|
|
