Posts Tagged ‘business/finance’

Optimizing Your Press Release: Part 2

By Rick Sloboda

Writing A Press Release – Advanced Tips

Rick Sloboda

In addition to the basic tips for writing a press release listed above, you can apply these advanced tips to further increase your press release’s exposure on the Web:

Include keywords that editors, reporters, and bloggers might use to search for story ideas online. Research your keywords using a free tool like Google Adwords.
Place your keywords in the areas most likely to be scanned by search engines, such as headlines and subheads.
Include relevant links within the text for the editor, blogger, or reader to find out more information, if desired.
Craft your headline with social media networking in mind. If your story is posted with a Twitter account, for example, the headline must fit within the 140-character limit. Also keep in mind, however, that there must be room for the story URL, and the Twitter user’s @name within these 140 characters.
Familiarize yourself with specifications of online news aggregators, such as Google News, which requires headlines to be between a minimum of two words in length, to a maximum of 22 for proper indexing.
Post your press release on your own website for additional exposure.

Strive to make your press release as ready as possible for easy dissemination through a wide variety of online channels, but ensure that you’ve double and triple checked it. If you’ve done your job well, your story could take on a life of its own online, and you’ll want to ensure the message that goes ‘viral’ is one you can be proud of.

Distributing Your Press Release

Traditionally, press releases have been distributed via snail mail, fax and email. In the interest of saving trees, a simple email, either sent individually, or using a mass email program, and follow up call can suffice.

To build your media contacts list, visit newspaper and magazine websites and look for a ‘Contact Us’ or ‘Masthead’ section. Most will include individual reporter and editor names, sections, email addresses and phone numbers. You can build your list according to the type of audience you want to reach, and have phone numbers ready to follow up after sending your release. Keep in mind that some magazines plan the stories they’re going to run months in advance, while newspapers tend to have stories assigned by the end of the week. If these specifics are not listed on their websites, try doing some good old-fashioned telephone research.

When emailing, include the press release content in the body of the email, in addition to attaching a PDF, in case the recipient is wary of opening attachments from unknown sources. Include your carefully crafted, eye-catching headline in the subject line.

For maximum online exposure, you can also submit your press release to a wire service. There are several wire services available at different prices (some at no cost) that allow you to specify which industries you want to reach. Some options include:

If you use one of these services, be sure to pay attention to their specific press release formatting requirements.

Measuring The Results of Your Press Release

The success of your press release can be measured in many ways, including the number of resulting print or online stories, the number of times your press release has been viewed, or how much additional traffic is driven to your website. Most online wire services display how many views each press release receives, and direct website traffic can be measured using tools, such as Google Analytics.

By learning how to combine traditional press release writing and distribution techniques with new ones customized for digital media, you’re on your way to taking advantage of the cost-effective marketing potential of the almighty press release.

Rick Sloboda is a Senior Web Copywriter at Webcopyplus, which helps designers and businesses boost online traffic, leads and sales with optimized web content. Clients range from independent retailers to some of the world’s largest service providers, including AT&T (formerly Cingular), Quest Diagnostics and Scotia Bank. Rick advocates clear, concise and objective website content that promotes readability and usability, and conducts web content studies with organizations in Europe and the U.S., including Yale University. He speaks frequently at web-related forums and seminars, including Small Business BC, Content Convergence & Integration, SUCCESS and HRMA. Rick also serves as a consultant to various organizations, such as the Web Development Advisory Committee at Vancouver, B.C.’s Langara College.

Posted by Lynnette in Driving Sales, Growing Your Biz, Promoting Your Biz on September 2nd, 2010

business/finance, Communication, Information, Journalism sourcing, Marketing, News release, Rick Sloboda, Sources, Technology/Internet

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Optimizing Your Press Release: Part I

By Rick Sloboda

Rick Sloboda

A great press release can go along way in terms of gaining virtually free publicity for your business, especially in an increasingly digital media environment.

Learning to combine old tricks and new in your press release composition and distribution can help you leverage the power of both traditional media outlets, such as newspapers and magazines, and newer ones, such as blogs and social media networks, to effectively get your message to your target markets.

What Has Changed?

A press release is defined as ‘a written or recorded communication directed at members of the news media for the purpose of announcing something claimed as having news value’ (Wikipedia).

Traditionally, when public relations and marketing professionals disseminated press releases to news media, that meant sending them to specific news editors and reporters via mail, fax, or email to consider running the story in print, or more recently, online.

However, as our focus increasingly shifts from print to digital, the role of mass media gatekeeper, normally reserved for editors and reporters, has expanded to include bloggers and regular Internet users who like to share stories they deem newsworthy with their friends and followers on social media sites. Public relations professionals must consider the power these new gatekeepers can have in propelling a story or brand message, since social networks can reach a large number of people if the story they post goes ‘viral’, or rapidly spreads across the Internet through endless networks of users.

As the PR landscape changes, certain techniques can help maximize exposure in this new landscape. For example, since online press releases are indexed by search engines, keyword optimization is a smart move. According to Melanie Waldmann, Social Media and Search Marketing Manager at Marketwire, 75% of public relations professionals now use keyword placement in their press releases. Releases can also be formatted with specific social media sites in mind, like Twitter, for instance, where headlines must fit within the 140-character status update limit.

Writing a Press Release – Basic Tips

Though the press release has evolved to adapt to the increasingly digital world, some essential elements remain the same. Following are some basic tips for writing traditional press releases that have stood the test of time:

Write your press release like a news story, with all the most important information (who, what, when, where, why) in the beginning (inverted pyramid). The less an editor has to change, the more likely your press release will be printed as is.

Example:

Poll: Internet Users Place More Weight on Web Design

Vancouver, B.C., June 3, 2009 — The demand for good web design is increasing, reveals a recent Webcopyplus online poll. Almost 25% of web users indicated “poor visual presentation” is the number one element that drives them away from websites.

Find a unique angle that makes your story newsworthy. For example, tie it to a recent event that made headlines or an upcoming holiday. Or, if your story has an unusual element, highlight it (e.g. ‘first ever,’ or ‘record breaking’).
Make your press release short; one page is ideal. News editors don’t have a lot of time to sift through long releases, and studies have shown that the average consumer of Internet content has an online attention span of just a few seconds.
Use widely understood terms to reach a wider audience.
Specify release date (immediate, or delayed) and ensure the timing is relevant.
Keep your release factual and avoid fluffy, sales-type writing.
Include quotes from authority figures, including sources within your company.
Include a call to action along with all the necessary information needed to act (e.g. enter a contest, visit a website, etc.).
Include a boilerplate at the end of the release. A boilerplate includes information about the source of the release that can be reused for subsequent releases. It should include basic company information and where the reader can go for further details on the company.

Example:

About Webcopyplus

Webcopyplus is a Vancouver, Canada-based web copywriting firm that helps designers and businesses increase online traffic, leads and sales with optimized web content. Clients range from independent designers to international service providers, including AT&T, Scotia Bank and 1-800-Got-Junk.

For more information, please contact:

[PR contact information]

Visit tomorrow to read Part 2 of Optimizing Your Press Release.

Posted by Lynnette in Driving Sales, Growing Your Biz, Promoting Your Biz on September 1st, 2010

business/finance, Communication, internet, Marketing, Marketwire, mass media, News release, OMERS, Social information processing, Social media, Technology/Internet, Website

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Is a franchise the answer to your independence?

Buying a franchise can be a smart way to open your own business without many of the pitfalls that come with starting from scratch. Successful franchises – Tim Hortons and Canadian Tire are two of the most well-known – offer you the independence of running your own business day-to-day while benefitting from:

· The franchisor’s recognized brand

· The franchisor’s established business system

· The power that comes from the franchisor being able to buy for a large group of franchisees.

Of course, there is a price tag associated with these benefits, including an initial franchise fee – which can sometimes be pricey – as well as regular contributions for advertising and media buying.

Vancouver-based franchise lawyer, Tony Wilson offers some tips if you’re considering buying a franchise as a way to start a business:

1. It’s not your brand: You’re not really buying but rather renting or leasing the franchisor’s name and know-how for the period of the agreement. If you walk away from the business in the future, all rights revert to the franchisor.

2. Due diligence: Just as you might speak to the neighbours before you buy a house, contact other franchisees in the system you’re considering buying into and ask if they’re satisfied, if they’re making money and if they would do it again.

3. Check the numbers: Carefully read all financial and other information from the franchisor and be sure to speak to your lawyer. Remember, these documents, even if they’re completely legitimate, are written for the franchisor’s benefit.

4. Don’t keep it in the family: Limit your exposure by avoiding entering an agreement where both you and your spouse have to guarantee the contract. It will only mean both of you can be sued if the business fails.

5. Follow your passion: Find a franchise that’s challenging, exciting and that you think you’ll enjoy being a part of.

You’ll find some fantastic franchising resources at inc.com, click here for a useful checklist of questions you should ask before buying a franchise and remember to visit the Canadian Franchise Association too.

Posted by Lynnette in Getting Started on August 30th, 2010

Business, business/finance, Franchise consulting, Franchise fee, Franchise validation, Franchises, Franchising, Marketing

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Where Do PR Ideas Come From?

By Will Dylan

As a small business owner looking to give your marketing a gigantic boost through PR activities that will score valuable publicity for your business, there’s one question that you’ll definitely encounter: where do the ideas come from to help you catch a reporter’s attention?

The usual advice often doesn’t cut it…

The usual advice on press releases is to announce things like new products, significant company events, and so on. Sound advice, but have you seen how many news releases are issued every day? Your 10th anniversary or new product isn’t likely to drive much coverage for you (unless the product is truly revolutionary).

If you want an endless supply of ideas, you need to stop thinking about what you are doing, and start thinking about what your customers are doing.

“Sell the Story, not the Store”

The old saw in the PR business is, “sell the story, not the store.” Look at what your customers are doing, how their lives are changing, and what that means to your business. Share that story with a reporter and position yourself as an expert in your field.

A great example…

The owner of a local maid service cashed in on some significant publicity for her small business by identifying a customer trend and sharing it with a reporter.

She noticed that, in her local market, she was seeing an increase in the number of residential households hiring her maids to clean their house once a week. Of particular interest was the fact that these were modest homes, usually owned by a typical suburban family with one or two kids, often with dual-income parents.

In asking some of her clients about their reasons for hiring her company, she found that “time” was at the top of the list; they wanted more time with their families and found that with their busy lifestyles, hiring a maid was one way to spend less time working around the house and more time doing things as a family. So, despite the added cost, these families found it worthwhile to pay for someone to clean their home.

The result…

The owner emailed a local reporter and highlighted the trend. She offered to be available to be part of a story if they wanted her to comment, and even lined up a client who was willing to have their home featured in the newspaper if they wanted a picture to go with the story.

The reporter took this information and added some facts about demographics in the local area that were changing the face of a number of local businesses. The result was a story that featured prominently the business owner and her maid service, resulting in thousands of dollars in free publicity.

Notice that she didn’t need to write a press release about a new product or something else that was all about her business. Instead, she found a story about her customers and tied it back to her business.

Ideas to attract publicity for your small business can come from activities you are undertaking, but you’ll find that you’ll get many more ideas from being observant about your customers’ needs and lifestyles.

About Will Dylan

Will Dylan created MarketingYourSmallBusiness.com, a top-ranked website for small business publicity and marketing advice for business owners. He also writes a blog featuring tips to help business owners grow their business through publicity.

Posted by Lynnette in Growing Your Biz, Promoting Your Biz on August 27th, 2010

business/finance, Marketing, Marketing your small business, Publicity for your business, Small business, Will Dylan

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STAPLES BizTIPs: Tips for young entrepreneurs

By Small Business Expert Roger Pierce, BizLaunch

As a young entrepreneur, you’ll certainly be envied by your employed friends. While self-employment offers many perks, follow this advice to overcome some common challenges:

· Consider a co-signer. Being young and self-employed is considered a double negative for many banks. Line up a relative or friend who is prepared to co-sign a loan if your business requires bank financing.

· Keep that day job. Without established credit and little savings, you’ll be wise to keep a part or full-time job while your business gets going. Use that income to pay your rent and living expenses and ease the revenue pressure on your new venture.

· Find a mentor. Admit you won’t know everything about starting and growing a small business. A seasoned business person can be a wealth of experience and support for a young entrepreneur. Approach someone you respect to mentor you monthly, or contact entrepreneurship organizations such as The Canadian Youth Business Foundation or Enterprise Toronto for some connections.

· Exercise self-discipline. Fifty percent of young entrepreneurs work from home, where it’s easy to get distracted. Stay focused on your business by establishing regular working hours, creating a proper workspace and reminding your friends not to drop by unannounced during your work day.

ROGER PIERCE is passionate about helping entrepreneurs achieve success. Co-founder of Canada’s largest small business training company, BizLaunch.ca, he’s launched eleven small businesses of his own and personally experienced what he calls “the good, the bad and the ugly” sides of entrepreneurship.

BizLaunch advises thousands of Canadian startups through its popular how-to seminars and webinars delivered with partners such as STAPLES.

Posted by Lynnette in STAPLES BizTIPs on August 20th, 2010

BizLaunch, business/finance, Entrepreneurship, Roger Pierce, Small business, young entrepreneur

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Business Insurance: A Better Solution for Your Business and Succession Planning

By Thien Ly

Many business owners/shareholders rely on their company to provide family income, personal financial security and a legacy for their next generation. If these business owners, active in the management of their business or corporations, should become very ill, disabled, or die, management is suddenly disrupted, adversely affecting the business. Financial loss may occur and a reorganization of management is inevitable. The remaining business partners/shareholders are often faced with four options:

Reorganize to include heirs in the business: Disadvantages could include inexperience, incompatibility and lack of management ability.
Reorganize to include an outsider: May lack the skills and experience or bring conflicting management ideas to the business.
Sell out to heirs: Agreement between all on a fair price may be difficult to achieve.
Buy out to heirs: Cash to purchase their shares may not be readily available.

A better solution exists, that would first guarantee heirs the full value of their shares in cash and guarantee the surviving partners/shareholders full ownership of the business. It’s a simple solution:

Shareholders/partners agree, by contract (buy-sell agreement), that:
- The shares from the business of any deceased or disabled owner will be purchased by and sold to surviving partners in the event of death, disability or illness.
- The price will be clearly set forth.
- The method of financing the purchase will be clearly defined from this agreement.
Shareholders/owners will create a special fund through Business Life, Disability and Critical Illness Insurance that will:
- Provide sufficient cash when needed immediately and economically.
- Free operating capital for normal business requirements.
- Eliminate additional borrowing or invasion of personal resources.
The advantages of Business Life, Disability and Illness Insurance:
- For surviving shareholders: Guarantees full and immediate ownership of the business.
- For the heirs: Guarantees full value of their interest in the business, in cash.
- For the business: Guarantees business continuity and strengthens its position with clients, creditors and competitors.

Should a business partner/shareholders die, become disabled or diagnosed with a critical illness, there can be disruption with loss to both the business and the heirs, or there can be a smooth transfer of interests at fair value for both the surviving owners/shareholders and their heirs. The choice is yours. Which will it be?

About Thien Ly, EPC, RHU

Since early 2002, upon graduating from Business Accounting and Finance, I have been contracted as an independent Advisor at Sun Life Financial. I’ve been dedicated to helping families, business owners and companies achieve their lifetime financial goals by providing clear financial advice in accordance to their individual needs. There’s nothing more rewarding in my practice then having an opportunity to work with people who appreciate my guidance in achieving their financial goals. I hold a Life & Health Insurance Licence, Investment Funds Licence, Elder Planning Counselling Designation and Registered Health Underwriter Designation. I am continuing my education by working toward additional financial designations. I’ve been a member of the Million Dollar Round Table, which is represented with the top 1% of financial professionals worldwide. I’m married to my wonderful wife, Haly, and we have two children. I spend my spare time with my family, and also play different sports: tennis, badminton, soccer, golf and swimming. I also raise funds for the Kidney Foundation. You can contact me through www.sunlife.ca/thien.ly or call 416-992-5109.

Posted by Lynnette in Uncategorized on August 16th, 2010

Business, Business law, business/finance, Corporations, Health Insurance, Insurance, Law, Social issues, Sun Life Financial Inc., Thien Ly, Types of companies

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STAPLES BizTIPs: Computer tips for small biz

By Small Business Expert Roger Pierce, BizLaunch

Your computer is probably your most used business tool. As a small business owner, you likely use it to communicate with customers, to store your business information and to keep your life organized. Yet so many entrepreneurs take their computer for granted…until it crashes.

Keep your computer in top running condition by following some of these suggestions:

Back it up. Don’t wait until it’s too late to save your precious data. Backup systems are available for very little money. Your data is certainly worth the investment.
Take security seriously. Viruses, spyware and scams are very common nowadays. Invest in security measures to protect your sensitive data.
Clean your computer. Buying a new computer may be unnecessary. Hire a professional to clean your system before spending big bucks on a new one.
Hire a pro to fix your computer. Many people ask a friend or relative “who knows a lot about computers” to fix a computer when they encounter problems. Your data is too important to trust to amateurs. Invest in a professional service.

You can learn more about this and other how-to topics in a free STAPLES BizLaunch Webinar. To find one near you, please visit http://www.staples.ca/bizlaunch today.

BizLaunch advises thousands of Canadian startups through its popular how-to seminars and webinars delivered with partners such as STAPLES.

Posted by Lynnette in STAPLES BizTIPs, Tech Tuesdays on August 6th, 2010

BizLaunch, Business, business/finance, Computer tips for small biz, Roger Pierce, Staples Canada

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Open for business – online.

It used to be that customers shopped pretty near to where they lived. But today’s Internet has made it possible for anyone to sell almost anything from practically anywhere.

While there are still some challenges to keep in mind with e-commerce – like taxes, shipping and privacy – most companies have come a long way to ensuring their online experience is relatively painless for businesses and their customers.

Joanna Krotz at the Microsoft Small Business Center offers up “8 rules to live by” for entrepreneurs who think they’re ready to sell their wares online:

1. Set up a hassle-free infrastructure: Companies like Microsoft have made it easier than ever for small businesses to set up an e-commerce site with products like Microsoft Office Live Small Business, a set of Internet-based tools that helps you do everything from creating product catalogues and shopping carts to calculating taxes and processing credit cards.

2. Functionality: Just like a bricks-and-mortar store, your aim is to present your product as clearly and effectively as possible. Keep your online shopping experience as simple and intuitive as possible and make sure your site has clearly marked navigation. Test out your site with people who have never used it and see how they react – a button or link that you think is obvious may not be to others.

3. Target your offerings: Online, store and catalogue customers all shop a bit differently. Do your homework, conduct focus groups and make sure you understand customer preferences. Never assume.

4. Keep it simple: Just because a website can be as big as you want doesn’t mean it should be. Graphic-intensive sites make loading up a site slow and too many pages and sections increase the chance customers will get lost and give up.

5. Content counts: You’ve likely already discovered there’s a right and wrong way to sell your product in the real world. The same goes for online selling too. Make sure product descriptions are crisp, photos are high quality and directions on how to buy and ship are clear. Consider hiring a professional copywriter and photographer. If the presentation looks or sounds amateur, prospective customers will assume what you’re selling is too.

6. Build trust: Online scams are rampant. Reassure visitors to your site that you’re the real deal and consider going through TRUSTe or Better Business Bureau Online’s screening and approval process.

For more of Joanna’s tips, click here: And this downloadable brochure offers extensive help on how to get started selling online.