Writing Copy for Email Campaigns - How I get in the Zone

When I sit down to write an email or letter firstly I make sure I will have no distractions.

No Distractions

So I close all other applications on my PC so I just have Word open. I use Word for doing my draft emails too. I then just cut and paste them into an Outlook email when it’s ready. I make sure my mobile phone is off or at least on silent. I also unplug the phone socket in my office and tell reception that I will not be available for 20 minutes or however long I need. To really make sure I won’t be disturbed I very often go to a coffee shop with my laptop.  As I mentioned in My Business Time Table I use an online countdown timer www.online-stopwatch.com to set chunks of time and at the end of that time a loud alarm rings alerting me to stop.

Then I start to think about what the reason is for the letter or email – what is my desired outcome? What is the objective I’m trying to achieve? For example if it’s to tell someone about my great products or services with a view to getting an appointment then I make it short sharp and snappy and I always make sure that I have a VERY OBVIOUS call to action. So they know what I would like them to do next.

Email Marketing Campaigns

If you're doing an email marketing campaign you will need to send out a number of different emails. It's important for you to spend some time deciding on the different emails and what your call to action is going to be in each one. For example; let's suppose you're a vocal coach and you want to work with music producers and vocal artists. Your two key target markets are obvious - vocal artists and music producers. Assuming you have a contact database you can now start to plan your email campaign to them.

You'll probably aim a seperate campaign at each target market, but some of the content will be relvant to both so you can re-use some of your content. For the Music Producers you could plan the following emails:

• Initial introduction email - your service and what makes you special with a call to action of a FREE session with one of their vocalists to show what you can do.
• 1st Follow Up email - Just a polite email briefly reminding them about your service and mentioning the special offer and ask them to get in touch.
• Outside of the email campaign I always recommend a phone call to the person to follow up the email.
• 2nd Follow Up email - great to speak to you and just wanted to show you this video of some testimonials. Again mention the call to action.
• 3rd Follow Up email - Include some recent success story you've had working with a music producer and how you helped them cut down studio time.
• 4th Follow Up email - Send them a few links to some articles you've written on vocal coaching or perhaps promote an event your running.

You get the general idea. You should always be looking for reasons to get back in touch with your prospective customers and also your existing customers. To make it relevant I make sure I know my target market and make sure my message tells them NOT about the features but instead it MUST tell them about the benefits – what they will get from dealing with me; my company; buying my products and services. What is it they are looking for and does my product or service fulfil that need?

Just get Writing

Then I just start to write the message. I don’t worry about the spelling or grammar too much to begin with. I even switch my paragraphs around after I’ve read the message a few times. I find that just writing the beginning part gets my creative juices flowing and I can get into the right groove and then I find the right approach and message.

It's also a good practice to read other emails you get from time to time. Find the ones you like and which made you take action and look at them. What was it about those emails? Copy their ideas and tailor them for your business and products and services.

You should start with a beginning a middle and an end and make sure there are compelling calls to action. For example if you are offering them a FREE session with you then make sure your email states this clearly:

Call today to secure your FREE session with me - only 10 FREE places left.

Use an offer with a deadline so they are more persuaded to act quickly.

Also, make sure you include links back to your website in your emails so it's nice and easy for them to click and get to your website. These links can direct them to the exact place on your website where you want them to visit.

The Subject Line

The other area when email marketing you must spend time on is the Subject Line of the email. The subject line is the first thing they will see so it must grab their attention without being too over the top. I always include their first name at the beginning of the subject line. This is very effective at grabbing their attention because you've used their name and they will assume you know them.

James, this amazing new service is set to revolutionise the Music Business!

There are words and phrases you should try to avoid using in subject lines otherwise you get caught in ISP Spam filters, but that's a huge subject all on it's own and not my speciality.

So Plan & Get Writing

So make sure you plan your campaign and what each message subject will be and then just start writing. Put aside some time each day to work on your content and keep going. And if you'd like some help and guidance or if you have any questions please feel free to get in touch.

Please add your comments below and please do add your advice too.

Nobody is Practising Anything

If you run your own business or you run a department of a business what do you do every day?

Have you ever taken time out to think about what happens each day at work? 

A typical day for a sales person called John might look something like this.

09:00 Arrive, relax into their desk place and chat
09:30 Make a coffee

09:45 Open their email

09:50 Call their spouse to let them know they arrived to work safely

10:00 Go to the loo

10:15 Have a chat with office colleague

10:30 Reply to some emails

10:45 Post arrives

10:50 Read through post

11:00 Make first cold call

11:30 After 6 NOs on the calls they break for a coffee

11:45 Call their friend to make plans for the evening

12:00 Reply to some emails

12:30 Follow up on a few leads and quotes

13:00 Lunch Break

14:10 Back from lunch

14:15 Close 1 lucky deal

14:20 Celebrate by making a coffee

14:45 Drive to appointment

15:45 Arrive unprepared not really knowing anything about the potential client

16:15 Leave having had a great meeting

17:15 Arrive back at office to tell boss how great the meeting was

17:30 Head for home

Anyone running their own business has to make every hour of every day count. They could never afford to waste time in the way that John does.

But most small business owners aren't practising anything. Instead, like John, they are reacting to the day. To the emails that arrive; to the phone calls they receive; to the post that arrives etc. This is a fundamental flaw in most small businesses. 

Instead they should be practising every single day. Michael Gerber of eMyth Worldwide tells a great story about his saxaphone teacher, Merl. Merl told Michael if he wanted to be the best saxophone player in the world he had to practice 5 hours a day, 5 days a week.
One day he said, "Michael, you don't make music; the music finds you. Your job is to practice." 

And that is what Michael says we should do; practice, practice, practice - looking for the music, looking for the music. And one day after Michael had been practicing his saxophone playing for a few weeks, suddenly the music would just turn up, and all the hairs on the back of Michael's neck would stand on end and Merl would join in and play harmony. It was amazing. 

Michael says we can do the same in our businesses. If we practice the right things everyday, suddenly our music will show up.

So what are you practicing in your business? Don't be like John, who doesn't really practice anything and hopes and prays the music will show up for him.


Instead, practice the right things for your business. Don't react to the things that you know are going to happen everyday - email; post; phonecalls etc.
Make the things that don't usually happen, happen. Become proactive and see what a difference it can make to your business.

My Business Time Table

Time Management  Inspired by my Daughter!

It amazes me how much my daughter learns at school. It also amazes me at how much holiday she gets! Which led me to think she probably spends more time on holiday than she does at school!

Yet, she gets so much done. This got me thinking. If she and her classmates spend such little time at school how come they are able to learn so much and do so much at school?

Then it hit me. They have a school time table which they stick to. The teachers and the children know what lessons they are doing and when. Every day is mapped out on the school time table which includes breaks and lunch time. 

I loved this idea - it was so simple and yet so effective! So I decided to create a business time table for my daily tasks. 

I spent some time planning the layout and I now have the perfect template for my Business Time Table. It even has breaks and lunch time which for me is great because I never, ever took morning or afternoon breaks. In fact, it's still tricky to stick to, as here I am at 11pm writing this blog post! 

How do you manage your time? Do you end up getting distracted by the events of the day? Checking your email too often and feeling you have to respond right away? Do you find the incoming phone calls distract and take you off on a different tangent?
 
Don't let these day to day events distract you. Don't be reactive - instead get proactive on your business. When you're working on a particular blog post or article then close all the other applications on your computer. This will really help you focus. 

I also use a wonderful online timer at www.online-stopwatch.com. I set a certain chuck of time to a task and when the alarm bell rings I stop what I'm doing and move on to the next thing. Just like a bell at the end of lesson at school. But no, I don't scramble to put all my books away and rush to my next class! However, it could be a bit of fun to run out of my office and then back in again!

Start using a time table for your business and begin controlling the things you need to focus on.

And if you would like a copy of my Business Time Table template please email me at info@dickiearmour.me.uk and I'll be glad to send it to you.

My Day Job Versus My Passion

So many people are employed and

My Twitter Presence

This blog post has been triggered by a great post I read by Chris Brogan at www.chrisbrogan.com.
In Chris' article he talks about how hard it can be to manage 146,000 followers and to be able to engage with them. He then explains his mindset and methodology and some of the tools he uses.

Here I'll share what I do. Like Chris, his way is wonderful, your way will be wonderful too. My way is just the way I choose to use Twitter.

My Twitter Presence

My Account

@DickieArmour

The Tools

Here's a list of the tools I use for Twitter:

Hootsuite – for my desktop.
TweetDeck - for my desktop.
Hootsuite – for my phone.
TweetDeck - for my phone.
Seesmic Mobile - for my phone.
Echofon - for my phone.
ManageFlitter - for manual deletion of inactive followers
Twitter Search – for search strings.
Listorious – for finding good Twitter lists.

My Twitter Goals

I use Twitter for many different things. My main goal is to connect with like-minded people around the world. My reasons for using Twitter are probably different to your's. Your goals are also okay. (Oh, and you’re doing it wrong!)

• I use Twitter to find like-minded people
• I use Twitter to have 2 way conversations
• I use Twitter to raise my profile
• I use Twitter to provide interesting stuff to my community
• I use Twitter to promote other people’s stuff much more than I do to promote my stuff 
• I use Twitter to find out about upcoming events
• I use Twitter to keep in touch with friends
• I use Twitter to keep in touch with customers
• I use Twitter to find business (via search) 
• I use Twitter to find new suppliers
• I use Twitter to spy on competitors
• I use Twitter to get help with all sorts of things
• I use Twitter to send & receive DMs rather than email sometimes
• I use Twitter to give me magical moments of Serendipity

My Twitter Methods

• I never follow the Home Feed (Your Friends). It flows too fast to keep up!
• I use loads of different search strings.
• I save these searches and have them in columns in both TweetDeck and Hootsuite.
• I always check my @replies and DM columns so I can be sure to reply and join in the convesrations.
• I use lists so I can catch up on conversations and tweets from the different groups I'm interested in.
• I follow lots of other Lists. You'll find people have already done the hard work for you. 
• For example Nigel Legg has a great List of people in Bristol,UK where I live. So I follow this list instead of wasting time creating my own.
• I tend to follow back most people. I won't follow you if you don't have a profile photo or logo.
• I like to provide interesting articles on Internet marketing, Social Media, business, sales & marketing
• I schedule my article tweets using Hootsuite, usually the previous night.
• I always retweet things I find of interest and think others will also find interesting. 
• I often post tweets with photos of where I am or things I see or books I'm reading.
• I try to reply as often as I can. If I miss your @ message, I’m very sorry.
• I like Echofon on my iPhone because it autocompletes @ usernames for the more tricky ones which are easy to forget or mistype.
• I use Twitter to send & receive DMs rather than email sometimes.
• I often use Twitter to get answers and to get help.
• Twitter is a great place to connect with companies like BT. BT have been excellent with their customer service on Twitter.
• Don't rely on using Twitter to always reach me. If you need me immediately, just call me on my mobile phone. 
• But of course, the old fashioned ways of communicating like email and phone still work! 
• Twitter is an amazing place for serendipity! Try it and see!

How do YOU use Twitter?

This is how I use Twitter. Chris Brogan said it would be fun to see your post on his “My Twitter Presence.” Or feel free to put your links to such posts and comments in the comments section below.

Are you in control of your Online Business?

Your online business is an important part of your company and you should be in full control of it.  The 3 main elements which make up your online business are:

1. Your domain name
2. Your website
3. Your website hosting

You need to make sure you know where your domain name "lives". Do you look after it yourself and have access to a control panel for the domain name? Or do you rely on a 3rd party such as a web designer or media agency?

I suggest that you should be in control of your domain name and look after the renewal process yourself. If you have a good web designer and they look after it for you then that's OK but you still need to check a few things for your peace of mind.

1. Your Domain Name
The first thing you should check is that you are the Registrant of your domain name. You can do a WHOIS lookup of your domain name. A WHOIS lookup is just a search of the central Registry's database to see the key info on a domain name such as:

• Regsitrant
• Registrar
• Expiry Date
• Domain Status

A Registrant is the recognised legal owner of the domain name. 

A Registrar is an organisation accredited by either ICANN or the National Registry to manage the regiostration and renewal of domain nams

The Expiry Date is the date when a domain name lapses. All domain names have to be renewed on a regular basis. .co.uk domain names have to be renewed every 2 years.

Domain Status shows the current state of a domain and will usually say something like "Domain renewed until 18th March 2011". If the domain name has not been renewed it might say "Renewal Required" or "Pending Deletion".

If you go to http://whois.domaintools.com/  you can enter your domain name and see all the relevant WHOIS information. The image below shows you the WHOIS lookup result of my domain name dickiearmour.me.uk

Click the image to see a larger version

If your name isn't listed as Registrant nor your company name then you need to rectify this as soon as you can. If you need any help or guidance on this please do get in touch and I'll be happy to help you.

So let's assume that you ARE the Registrant of your domain name; the next thing to check is your website.

2. Your Website
If you don't yet have a website then you MUST have a website. Again get in touch and I can point you in the right direction for some excellent web design companies.

If you do have a website the next question is do you have a copy of your website? What I mean by this is do you have all the pages, images, folders etc that make up your website? If not you MUST get a copy.

If your website was designed for you by a web designer then you can ask them for a copy of your website and ask them to put it on a DVD for you. There has been some debate around IPR (Intellectual Property Rights) and Copyright. Some web design companies argue that the work of a web design is their's and so don't always feel they should have to give you a copy. Most of the ones I deal with are very happy to give their customers a copy of their websites. So make sure you get a copy of your website.

More and more people are using CMS (Content Management Systems) to update their websites themselves. This can be a good and easy way of keeping your website current. But you should be aware that in most cases, if you wanted to move your website to another hosting company, or the current provider who sold you the CMS goes out of business you won't be able to move your current website. Most CMS website can only be hosted on the same hosting platform as the CMS. So using a CMS you will never be in full control of your website.

But what happens if they go out of business or decide to leave the rat race and go off surfing in Hawaii? I speak to customers every single day who have lost control of their online business for these very reasons. The first thing that happens is the website hosting is switched off and your website and email stops working. You then have to begin the Internet Detective work of finding out where your website used to live and how you can get back control of it.

If your domain name was not registered in you or your company name then that's often a huge hurdle to get over. Even if you are the Registrant it can still be hard for the man on the street to find out who the current Registrar is and get back control of it.
If your web designer looks after the domain name as well as hosting, they will be the one who gets the renewal reminders, so in many cases you won't even know when your domain name is due for renewal. If a domain name is not renewed after a certain period the domain name will be suspended by the central Registry. Again, your email and website will stop working.

3. Your Website Hosting
In most cases you won't know anything about the hosting of your website. It will have been arranged and set up by your web designer. But again, part of being in control of your online business is knowing where your website lives. Find out from your current provider who they use to host your website.

Some web designers may not be happy to share this with you because hosting is one area where they make money. Now that's fine; most people understand that business is business and if they're indirectly looking after every aspect of your online business, it's fine and acceptable for them to add a margin to things like hosting and domain name renewals.

But do press them and insist on them telling you where your website is hosted. You can even explain you're not trying to find out to check prices, but that you just want to know in case anything were to happen to them or their business. That way should anything untoward happen you will find it much easier to keep control of your online business.

If you don't want to rock the boat with your web designer, there are clever tools you can use via the Internet to find out where your domain name and website live. Get in touch and I'll be happy to do some digging around for you.

So, make sure you do a WHOIS lookup of your domain name and ensure you or your company is the Regsitrant. Also make a mental or calendar note of when your domain name is due for renewal.

Get a copy of your website as soon as you can.

Find out where your website is hosted and make sure you get the contact details in case of disaster striking.

Please do get in touch if any of this worries you and you need some help and guidance. By getting and staying in control of your online business you can relax and concentrate on the more important day to day task in your business.

4Networking - My first 5 Months

I've never really done any serious sort of networking. I worked in the City in London for nearly 17 years and there was networking of sorts, but most of that happened in bars, clubs and restaurants with customers. The last 10 years I've been involved with the Internet which isn't always the most sociable place as we're all too busy sat in front of computer screens!

But I discovered 4Networking(4N) just over 5 months ago, in December 2010.

The video below will give you a snapshot of how it works:

Learn about 4Networking in 1 minute

I went to a couple of meetings and loved the people and the relaxed format so I joined on 23rd December 2009. And in 5 short months I've had a blast; I've got lots of new customers; made some great new friends and last month I became the Group Leader of Bristol Cribbs. 

The beauty of the 4N is that with a Passport membership you can go to any breakfast meeting anywhere in in the UK. As of 29th May 2010 there were 215 4N business breakfast groups. 

See the complete list on the Meetings page of the 4N website.

I personally go to most of the ones around Bristol and Somserset but I also link up with some of the other members and we arrange "Road Trips". 8 of us recently travelled to Hatfield, Hertfordshire and stayed over night and it was excellent. 

The power of the Road Trip is in how it helps to increase your profile and get your name and company out there. Read the buzz on the forum that was generated by the 8 of us travelling up to Hatfield!!

Mr Kim Hambley, Nick "Monster" Elston, Simon Bunker, Me, Olly Culverhouse, Tara Gillam

The format of every meeting is the same so it's great when you go to other groups because you know the agenda and so there are no surprises. I also love the fact that people who are in the same industry as each other can go along to the same group. It's always baffled me why other business networks limit a group to just one web designer and just one accountant etc. People from the same industry often pass work on to each other and will have different skill sets.

Also, and for me this is the real key behind any kind of networking whether online via Social Media websites or offline at face to face business networks - people do business with people they know, like and trust. If I was in one of those other networks where there was only one web design person and I didn't like them then I'm never going to do business with them nor pass business on to them.

As Group Leader of Bristol Cribbs it has really helped to raise my profile. I love the venue at Berwick Lodge; a new boutique style hotel in Bristol which is aiming for 5 star status! I'm proud to say we're the only 4N group with a red carpet to welcome our guests!

So if you run a business or you're someone responsible for business development in your company then I highly recommend 4N. You can come along to up to 3 meetings before you have to join so you can try the format to see if it suits you. I'll hazard a guess that you too will enjoy it; you'll make some wonderful new friends but as important you'll win lots of new customers too.

See you on the 4N circuit soon!