Words to the Wise

Some days, it seems like all I get in my inbox are questions. I find myself answering questions about copywriting, questions about marketing, questions about search engines.

Don’t get me wrong, I don’t mind the questions. In fact, I welcome them…although sometimes I get people who just pick my brain with no intention of hiring me. I weed these people out with some carefully worded follow-up questions.

Regardless, I figured my blog would be a great place to talk about some of these questions and share my knowledge and experience with you. Some of the questions are technical, some are personal, and some you’ll just have to figure out for yourself.

1. What did you study in college to become a freelance copywriter? Good question. In my final year of high school, I had to decide what I would study in college. Since I truly had no idea what I wanted to be, I decided that PR would give me a foundation and skillset that I could leverage the most. But even though I studied PR, my most important lessons have been learned in life. There’s no class that teaches you how to navigate your way through the freelance world. I truly do learn something new every day.

2. Have you ever thought about leaving the world of freelance copywriting and getting a full-time job working for someone else? Yes! If any freelancer tells you otherwise, I’ll bet money their lying to impress you. While there are certainly times I think about leaving my freelance copywriting gig, these times are usually short-lived thanks to some good friends and colleagues. I’m very independent and can only work for certain types of bosses…the ones who are the most like me. Go figure.

3. What’s your methodology for reviewing websites? Good question. One of the first things I do when I review a website is to look at the message it sends. Your website either says you’re professional or you’re not. After looking at the overall message, I look at the content you have - its navigation, usefulness, purpose and length. Then I get into technical aspects, like keyword choice, title tags, descriptions, etc. If you’ve had your website reviewed and want a second opinion, let me know.

4. Do you use any special software to write copy? Not really. I use Word for 90% of the work I do. I also use a program called CopyWrite for some projects that have multiple elements, chapters etc. Some days, I just close my computer, pick up and number 2 pencil and write.

5. Why are you such a critic of podcasting? Let’s clarify here. I never said I dislike or don’t see any value in podcasting. I DO however say that there are some really BAD podcasts out there. Most podcasts are recorded by PR agencies who don’t have the time, manpower or experience to truly grasp podcasting for the opportunity that it is. Podcasts aren’t ‘off the cuff’ conversations. If they are, then chances are they’re worthless. You can view some of my other blog posts to get more of my opinion on this topic.

I just finished listening to a podcast about motivation and how motivation comes from within individuals because we all work under our own volition blah, blah, blah.

Anyway, when I finished listening to the podcast, I wanted more information about the person I was listening to and his company. Oddly enough, there was no mention of a website or place where I could get more info. I was left to Google my way to their website. The company name was mentioned at the start of the podcast, and I don’t remember hearing it again. And, the first time the company name was mentioned, the inexperienced PR executive put the word “the” in front of the company’s name. That’s like calling FedEx “The FedEx“, or Amazon “The Amazon.” If I were the client, I’d be concerend. A little nibble has been taken out of his brand.

Now, this podcast was produced by a Raleigh, N.C.-based public relations firm who claims to be one of the top in the Raleigh-Durham-RTP area. But to me, it sounds like very little thought was put into the podcast beyond simply writing the questions and asking them in front of the client. I’ve posted about this kind of sucky podcasting in the past. Apparently it’s an on-going problem in this world.

Whenever you create a podcast (or white paper, caste study or other document that leaves your hands and floats into the online world), you need to keep a few things in mind in order for your podcast to be of any value:

1. Mention your company’s name. I shouldn’t even have to say this, but after listening to this podcast I’m slightly worried that there are numerous PR agencies doing this disservice to their clients. Mention the client’s name and company at the start of the podcast and a couple of times throughout. Podcasts are not some off-the-cuff conversation you just ‘happen’ to be having with a PR agency. They are scripted, purposeful pieces that should get the client’s message across. You write the script so that the company name gets naturally worked in. Mention the client’s name and company name at the end of the podcast, too.
2. Tell people where to get more info, more podcasts, more news, more stuff, more ANYTHING. The podcast I listened to has zero value to me. I’m too lazy to actually Google this company. And while I love the topic of personal motivation, I’m afraid I have NO motivation to find out more about this company. But at least I know Raleigh PR agency’s website to visit ifI want some crappy podcasting.

Podcasting is easy. Easy to record, easy to write, easy to distribute and easy to screw up. And that’s exactly what this Raleigh PR agency did in this case.

Don’t let it happen to you.

For me, a new year brings renewed drive and determination to give my clients the best copywriting, marketing and public relations I can at affordable rates. And that also means attracting new clients to my websites and blogs to learn more about me. Which means adding content and making sure that content is relevant to prospects and search engines alike. I’m going to give a little bit of detail about my five website suggestions for 2008 below. If you want the in-depth version, you’ll have to tune into This Hour has 22 Widgets on Wednesday, December 20th at 10:00am Eastern Time. Let’s just say I have a lot to say, and typing it would take all day.

Here are my five favorite ways to make 2008 an even better year for your website:

1. Fix the ‘little’ things in your site. Did your site designer give your website title tags like this: “About Us”, “What we Do”, “Contact Us” and “Page 5.html”? If your pages have title tags that like those, it’s time to change them. Title tags play an important role in search engine rankings and in overall marketing. When (and if) a prospect sees a page in your site listed in a bunch of search engine results, do you think “What we Do” is going to entice them to click on the link your site? Titles should be no more than 70 characters long, including spaces and your keywords or key phrase should be as close to the start of the title as possible.

Also, do you have description copy for your website pages? This is another very important tool for your online marketing.

2. Plan an online PR campaign. Got company news that you want to get out to the world? While I never discount true, person-to-person PR practices, planning an online-only PR campaign can really boost your traffic and send you qualified leads. Google the term NC Based Copywriter and you’ll see some releases from me. While the releases are not part of my site, they each link to me or describe my news and services in some way. I suggest planning on two press releases per month depending on relevant company news you have available. Obviously if you don’t have relevant news, you won’t be putting out a press releases. As for distribution, tune in to the show and I’ll give you a bit more info about that.

3. Start a blog. This couldn’t be easier, yet it is STILL seen as a daunting task for many business owners. The first major question you need to ask is where you will host your blog. Your blog acts very much like a website. With WordPress blogging software (my particular choice for two of my blogs, including this one), you can choose to have WordPres host your blog (yourblog.wordpress.com) or you can host it with a separate hosting service (www.yourblog.com or www.yourwebsite.com/blog). The difference between the two is very important. WordPress does not allow commercial information to be posted on WordPress-hosted blogs. This is why I moved my blog to my domain: jasonpedey.com/blog. This is not hard to do. Again, the blog creates relevant links to your site and products and also provides an avenue for you to create relevant content both easily and often.

4. Podcast. I’ve said it before and I’ll say it again. Stop the sucky podcasting. I’m serious. There are still PR firms out there who think it’s cool to sit an intern with a script across the table from a C-level executive with a script and let the two read to each other while the conversation is being recorded. I don’t know why this still happens. When you podcast with me, you get interaction. Sure I’ll send you an outline of the topics we’ll cover in a podcast, but no word-by-word soap opera scripts. When you podcast with me, listeners get information with an element of entertainment, interaction and excitement. And again, podcasts are a great way to add relevant content to your site while giving people an inside look at who your company is. It’s easy and affordable and the best part is that I do most of the work. I’m talking 95% of the wrok here. All you have to do is read the overview and dial a phone number.

5. Dream big. I know each of the above counts as one idea. One blog. One podcast. One Ppress release, etc. But, that’s how big, powerful sites with lots of content are born. Imagine blogging twice a week for a year. That’s over 100 pages of relevant content for your site. Then post some press releases, articles and podcasts to your site and you have the nutrients your site needs to grow.

All of my suggestions for 2008 are within your reach. I can even help you set them up and make them happen. Don’t let another year of wanting to blog, or wanting to podcast, or wanting to do a PR campaign pass you by. Now is the time.

There’s a saying going around the web right now:

“Boring podcasts suck”

Thankfully, the phrase acknowledges (albeit by subtraction) that there is the possibility for a suck-free podcast - which is exactly what my BlogTalkRadio show, This Hour has 22 Widgets, proves…or is in the process of proving.

I’ve wanted to podcast for well over a year now. But every time I listened to a podcast, I’d get turned off. My initial reaction to most podcasts is “I don’t want to do my own podcast and have it be as boring as the one I just listened to.”

I think, for too long now, companies have focused on the content of their podcasts and not the delivery. I believe content and delivery are of equal importance when it comes to podcasting. And it seems like a lot of companies these days aren’t getting that. I’m not sure if it’s their need for some marketing guidance, or if a PR agency has sold them on the idea that ‘dry is better,’ but I’ve heard WAY too many PR agency account execs read word-for-word from a script while their clients read back from an equally dry and over-prepared script.

It’s time for podcasts to stop sucking. It’s time to discover BlogTalkRadio, which is what I did.

If you’ve got a business, product or service, and you want to be featured on my show, email me. Here are five very good reason why this form of podcasting is so powerful:

1. It’s live…at first. When the green light turns on, and my intro music plays, there’s no turning back. Whatever game you brought with you that day is the game people are going to hear. The good news is, I’m pretty good at interviewing, have a halfway decent sense of humor and can help you get (and keep) your head in the show.

2. I’s live…forever. One of my favorite things about my show is that it’s always live - even if you listen to it a year after it’s recorded. It’s like watching old episodes of The Price Is Right. There’s excitement and vitality in every episode, no matter when you watch.

3. In the end, it’s YOUR show. While I submit a copy of the final podcast to iTunes and keep a copy on my BlogTalkRadio show page, you can do whatever you like with your copy. Put it on your site to build content. Put out a press release about it. Send a link to it in your company’s e-newsletter. There are a ton of ways to use a podcast as a business-building tool.

4. You control the content. Except for the odd commercial, sound effect and my theme music, the show is really yours. You tell me what you want people to hear, and I ask the right question to let you get your message out. There are no gags, no tricks, no potty mouth, just a live radio show to get your message out.

5. You can be anywhere. I live in North Carolina. You can live in California and still be on my show. I’ve got clients in Florida, Connecticut, Canada, New Jersey and other places. My show works no matter where you are.

What’s keeping you from podcasting?

“This Hour Has 22 Widgets” to Deal With Unique Products and Services, Marketing Strategies and Tactics

News Facts:

• Jason Pedley, a North Carolina-based freelance copywriter, has announced he will host a BlogTalkRadio show called “This Hour Has 22 Widgets.” Pedley’s host page can be found at www.blogtalkradio.com/jason_pedley.

• “This Hour Has 22 Widgets” will showcase products, services and ideas from his clients and other companies across America and discuss marketing topics and ideas that contribute to business success.

• Pedley’s first guests will be Kim Mack and Staci Douglas, founders of Out of the Box Party (www.outoftheboxparty.com). Pedley will interview them about their online business and what marketing tools they use to be successful. The segment can be heard live on BlogTalkRadio.com on Tuesday September 25th, 2007 at 10:00am Eastern time.

• BlogTalkRadio allows anyone to host their own live radio show online. Hosts are assigned a number that they dial into and use a web-based control panel to manage callers, advertising, music and effects. Listeners are given a dial-in number to call that allows them to ask questions and interact live with hosts and guests. Listeners may also send emails and instant messages to the hosts during a show to ask questions.

• Shows can be scheduled up to one month in advance and listeners can tune in on the BlogTalkRadio website at www.blogtalkradio.com. All segments are recorded and available afterward as podcasts through the BlogTalkRadio website and iTunes.

• Jason Pedley is a freelance copywriter with website content and Search Engine Optimization (SEO) experience in real estate, gaming, tourism, dining, entertainment, retail, meetings and conventions and technology.

Please use this URL to access a purpose-built del.icio.us page, for more information about Jason Pedley: del.icio.us/jasonpedley

(Visit www.jasonepdley.com/resume.html for Jason Pedley’s history or www.linkedin.com/pub/2/64b/756 for Jason Pedley’s LinkedIn profile.)

Quotes attributable to Freelance Copywriter Jason Pedley-

• “I got the idea for my BlogTalkRadio show after hearing one too many dry, run-of-the-mill podcasts produced by PR agencies and hosted by account executives reading word-for-word from a script.”

• “This Hour Has 22 Widgets injects life into the podcast and brings excitement and energy to the format. ”

Please email press@jasonpedley.com to arrange an interview and/or for additional quotes.

About Freelance Copywriter Jason Pedley:
Jason Pedley is a freelance marketing, public relations and advertising copywriter who provides value to his clients by writing copy that is on time, on target and on budget. His copywriting experience has brought him projects in gaming, tourism, real estate, entertainment, retail, non-profit, technology and other sectors. To learn more about Jason Pedley, his services, and how they can help your organization, visit www.jasonpedley.com, jasonpedleycopywriter.wordpress.com, or email him at press@jasonpedley.com.

Contact Info
Jason Pedley
860.886.3455 cell
press@jasonpedley.com
www.jasonpedley.com

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