How to fire a vendor (and still feel OK after doing it.)
I had to fire a vendor today.
When it comes to giving someone the ax, I am a far cry from Donald Trump. Did I get pleasure from the experience? Heck no. Did I lose sleep over the decision? Sure.
Did it need to be done? Yes.
Fortunately, I’ve (finally) learned when to fire someone – and how to do it well.
Chances are, you’ll have to fire someone someday. The writer who misses deadlines. The accountant who doesn’t return your calls. The consultant that isn’t teaching you anything new. It’s never easy – no matter why you have to let them go.
Looking back, I’ve made many “I should have fired them sooner” mistakes. There was the vendor who bad-mouthed me to clients and colleagues (and yes, my clients and colleagues told me what she said.). There was the flaky vendor who would do a half-assed job, make lots of mistakes, and would charge me for fixing the mistakes she made. And then there was the vendor who was so rude to clients that they refused to talk to her. At all.
In all of these cases, I gave everyone chance after chance. I sent supportive emails. We had “talks.” There would be a temporary short term improvement. Then, time would pass, old habits would kick in and we’d be back to square one. Or even square zero.
This time, I was definitely smarter and more methodical. It didn’t make the process psychologically easier, but it did make it smoother.
Here’s what I learned:
Figure out the core problem
Is the vendor missing deadlines? Are your emails to them going into a black hole…and you never hear from them in a timely manner? Or, is it just that you aren’t “clicking” with the vendor, no matter how you try? There may be a list of issues, or just one main one. Be clear about your reasons for wanting to let them go.
Do you want to work it out?
If the vendor lied to you, bad mouthed you or purposely did something to jeopardize your business, you got to let them go. Right now. I don’t care how much you like them, or if they’ve worked for you for years. Let them go. You can’t afford to work with people who don’t have your back.
If there’s room for improvement, determine your desired outcome. Maybe you need them to always get back to you by the end of the business day. Or, you want them to proof their work before sending it to you. Ask yourself what kind of behavior change you need, and when you need to see it.
Start documenting the problem
It’s easy to think, “Things aren’t that bad” and fool yourself into thinking things are OK. When you document the problem, you’re forced to acknowledge that, yes, it is a problem. It’s not a one time thing. It’s a long standing issue. Plus, the documentation helps during the next step, which is…
Talk to the vendor about it.
This is not the time to suffer in silence. If missing deadlines is unacceptable to you – tell them. Outline what deadlines they’ve missed and how that affects your business. If communication is an issue, tell them you need a faster response time – and be specific about what that means to you. I prefer to do this by email so I have the paper trail. Other people prefer to do this by phone and then they later send a follow-up email. It depends on your personal style and the relationship you have with the vendor.
You may learn that the vendor has been sick, is going through a divorce or having another problem that prevents them from giving their 100 percent. Be sympathetic, but remember that their problem isn’t your problem. It’s OK to cut them some slack. But it’s not OK to do it when it’s at the expense of your business or sanity.
I will have one – maybe two “talks” with the vendor. After that, my next step is to…
Set up consequences
Have you told the vendor what you need – and you’re still not getting it? Tell them that if things don’t improve by X date, you’ll have to let them go. At this point, your vendor may quit. Or, she’ll promise to get back on track. Promises are nice – but action is what you’re looking for. If your vendor doesn’t fulfill his or her end of the bargain, it’s time to…
Say, “You’re fired.”
If things have reached this point, you have done everything you can do. The vendor, for whatever reason, can’t do what you need – so it’s time to let them go.
Send them an email and keep it professional, factual and friendly. Tell him or her why it’s happening, refer to past documentation and sever ties immediately. If they’re in the middle of a project, find someone else who can take over. The faster you (and your vendor) can move on, the faster it’s out of everyone’s lives.
Firing someone is never fun – but it is necessary. What tips would you add to this list?
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Smart freelance writing tips – in Haiku
May 9, 2013 • written by Heather Lloyd-Martin
The result? Here are 14 life, business-building and marketing tips for freelance writers – all in Haiku. Enjoy!
Don’t you think it’s time
To build a business you want
Nothing’s stopping you
Starting your business?
Consider your unique niche
What sets you apart
Choose your clients well
Give them high quality work
You will see success
Get paid what you’re worth
Don’t settle for less money
Know your bottom line
Hire savvy experts
Legal, accounting, business
They will help you grow
Market your business
You are your biggest client
Don’t let yourself down
Testimonials
You need them to prove your worth
Always ask for one
Embrace Google+
Verify your authorship
Don’t wait. Just do it
Measure yourself not
By others’ accomplishments
Set your own metrics
There will be bad times
They happen to everyone
They will also end
When things feel shaky
Take a break and recover
Things will feel better
Take care of yourself
Exercise, eat well and rest
It will keep you sharp
When the cash rolls in
Set up a savings account
You’ll be glad you did
Don’t let other folks
Get in the way of your dream.
Just do it. Right now
Yes, you can make more money in your freelance copywriting business without working so darn hard. The Copywriting Business Bootcamp can help! Apply today – the next session starts June 3rd.
Filed under Freelance SEO copywriting
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7 tips for sales call success
May 2, 2013 • written by Heather Lloyd-Martin
Breathe, relax and pull out your notes.
Last week’s blog post outlined how to prepare for a prospect call. Today, it’s time to pull out your notes, get on the phone and close the deal. Nervous? These seven tips will help get you through – and guarantee the call goes well.
- Spend a few minutes getting to know the prospect. A little small talk can go a long way. Sure, you’re both busy – but chatting about the weather, favorite restaurants or the latest Mad Men episode can be a great way to bond. Launching right into business-chat (unless the prospect does first) can seem abrupt. I once landed a client by chatting about Vanilla Ice. Really.
- Ask a lot of questions – and listen to the answers. What’s the best thing you can do during a sales call? Keep your mouth shut and take detailed notes. When you do speak, try to wrap your questions around your prospect’s previous response. For instance, you could say, “You mentioned that your copywriting team is already overloaded. How many new projects are you assigned every week?” That way, the client knows that you’re “hearing” them – and you get valuable information that helps you frame your next question.
- Don’t allow yourself to get stuck in the “Can you send me a highly detailed proposal outlining exactly what you’ll do” trap. I know it’s tempting to spend hours slaving over a multi-page document. That’s not a proposal. That’s a strategy document. Sure, you can point out some possible SEO writing opportunities. But if your contact is asking for an in-depth, detailed document, let your prospect know that’s a separate deliverable. Here are some ways to turn around a (good) proposal fast.
- If asked, confidently state your rates. This is where some copywriters get tongue-tied. If you’re not sure how much the project will cost, it’s OK to say, “I have to work on some numbers and get back to you.” If the prospect pushes for a general answer, you can always provide a highly general range (here are some ways to handle the “how much do you charge” discussion.) If your prices are too high for your prospect and you don’t see a “match,” refer them to another (lower-priced) vendor. And please don’t discount your rates just because you’re afraid of losing the gig. There are other ways to do it besides costing yourself cash.
- Is your prospect unsure? Help them break down the numbers and imagine success. Some clients know they need help – they just need a little confidence boost. If your client says things like, “Wow, $1,000 is a lot of money – I’m not sure if I can afford you,” start asking questions like, “What’s the lifetime value of a customer” and “what’s your average sale?” Chances are, you’ll be able to counter with a statement like, “If the average lifetime value of a customer is $700, it will take less than two customers to pay for my services – and I’m sure I can pull more than two customers for you.” In one fast sentence, you’ve overcome your prospect’s objection and made hiring you a no-brainer!
- Are you getting a “I can’t make a decision right now” response? It happens. Ask your prospect if you should chat with anyone else involved in the hiring decision. For instance, your contact may need her boss’ sign off before she gives her answer. If you can be in on the “pitch” call between your contact and her boss, you can answer any questions and speak directly to the decision maker.
- No matter what happens, send a “thank you” note. Whether the answer is “yes,” “no,” “call back in six months” or “I’m not sure” – email a thank you note the next day. Why? Good manners never go out of style. Plus, your prospect will remember you for other gigs. That’s the best kind of networking there is.
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Filed under Working with clients
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Scared of prospect calls? 5 confidence-boosting tips for freelance copywriters
April 25, 2013 • written by Heather Lloyd-Martin
You’ve got this! Here’s how to prepare for your freelance copywriting prospect call!
What can be the scariest part of a freelance copywriter’s job?
Picking up the phone and talking to a prospect for the very first time.
Writing web copy? Piece of cake. Sending an email? Easy peasey. Calling a lead to make sure they’re a good client for you?
Ouch. Email seems soooo much easier.
Phone time with a prospect is important. Sure, email is easy and quick – but you often don’t get all the answers you want. A 30-minute phone chat can provide insight into the client’s personality, highlight their real needs (as opposed to what they may say their needs are) and – most importantly – help you decide if you want to work with them.
The secret to successful prospect calls is preparation. When you’re prepared, you’ll feel less nervous. You’ll sound more confident. And you’ll be able to close more sales, more quickly. Even if you have to talk on the phone.
Here’s how to do it:
- Don’t take calls out of the blue. Set an appointment instead. It’s great when prospects call and want to talk about their site RIGHT NOW. But setting an appointment is your best bet (especially if you have a hard time switching gears between writing and talking to people!) Instead of dropping what you’re doing, email (or call) the prospect back and set a time to chat. This extra time allows you to focus, prepare and do any necessary gear-switching.
- Gather basic information via email before the call. Whether you’re talking with the client in a few hours – or a few days – try to get some information before the call. At the very minimum, you’ll need the URL. In a perfect world, the prospect shares what pages she’ll want you to write, what her current challenges are and her budget. This doesn’t often happen, but it’s great when it does.
When I’m setting the appointment, I ask for answers for up to three questions before the call. Do I always get the interview responses? No. But I’ve found that the more motivated (read: ready to buy) clients will respond. At this phase, resist the urge to send the client a multi-page questionnaire. You run the risk of the client ignoring your questionnaire – and your scheduled call time, too.
If you’re wondering, my three typical questions are….
Who is your target audience? Do you have multiple target audiences?
What are the top three benefits of your product/service?
What sites represent your main online competition? What are their URLs?
- Review the client’s site . What SEO writing elements are screaming “fix me?” Do you see keyphrase stuffing? Is the content benefit-statement free? Is the blog gathering dust and there hasn’t been any recent posts for awhile? Make some quick notes – all of these tidbits represent great upsell opportunities. Don’t forget to write down what you do like, too. It’s always better to tell a prospect, “You’ll want to look at X, but the way you’re doing Y is great,” than focus 100 percent on the negative.
Review the prospect’s interview answers. Look for red flags like, “We don’t have much of a budget” or “We want to be #1 in Google for our search terms.” If you’re a new freelance copywriter, a small budget could be OK – but if you’ve been freelancing for awhile, you may want to discuss pricing sooner rather than later. Additionally, if your prospect has unrealistic expectations (like #1 rankings for all their key terms), be prepared to provide a (gentle) reality slap.
Important note: If you feel the prospect isn’t a good match, send them an email and let them know. There’s no reason to hold a call if you know you can’t help them. It wastes their time – and it wastes yours, too.
Write down your talking points. Do you have a testimonial from a client in a similar vertical? Have you handled a similar situation before? Write down what you want the client to know. Forgetting to bring up an important point during the call is easy to do (trust me!)
You’ve reviewed the site, made some notes and gathered all the information you can. Now, it’s time for the sales call! I’ll provide some of my favorite “how to sell to prospects” tips next week. Stay tuned!
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Filed under Freelance SEO copywriting
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Finding the fun in your freelance copywriting business
April 18, 2013 • written by Heather Lloyd-Martin
“I know you’re beat. You don’t want to do this. It’s time to find the fun and keep going.”
My first reaction was something like &##$&#. But then I saw her point – and realized the application “find the fun” has to freelance copywriters.
You see, owning a business is hard work. I’ve discussed before how some people think it’s all puppies and rainbows when they first start out. And then reality hits.
You have to pay taxes – even if that money was earmarked for something “more important” like a new laptop.
You have to do the writing – even if you’re tired, stressed and want to zone out in front of the TV.
You have to invoice clients – even though you would rather stick a needle in your eye than open your QuickBooks file.
You have to deal with late vendors, flaky clients and other irritating things.
Not to mention, you may love your business 99.9 percent of the time. But that .01 percent? Well…working as a Walmart greeter sounds more enjoyable.
The reality is that your freelance copywriting business will never be perfect. You won’t love it all the time. But you can certainly find the fun and silly in every situation.
For instance:
Were you hit with a huge tax bill? A friend of mine likes to remind me that paying taxes is a good thing. It means you made so much money that the IRS wants some too. Celebrate your success! Heck, you could even have a “I have to pay taxes” party!
Worried about how you’re going to pay taxes next year? Turn a scary unknown into a fun challenge. Pencil out different ways you can prepare - like setting aside 15 percent of all income into a special “taxes” account. At the same time, you can set up a fun challenge like when you save X for taxes, you’ll take a couple days off. Or buy that laptop you really need.
Hate dealing with bookkeeping? Hire a super-fun accountant or bookkeeper to help. My E.A., Eva Rosenberg, has helped me for over 14 years. Eva has the remarkable ability to make the most grueling tax conversation fun and enjoyable. I come away from our conversations feeling inspired – and that’s worth every penny I pay her.
Are you exhausted and need a break? Build in a couple hours (or a couple days) of “just for you” time. Do whatever you feel like, whether it’s reading a book, getting a manicure or enjoying lunch without your laptop nearby. Once you’ve had some fun, your writing will flow much more easily.
Do you hate to sell? Think of ways you can reward yourself for every gig you land. Maybe you can get a massage, or purchase something that makes your heart sing.
Having a bad day? Stop what you’re doing and immediately focus on the positives – even if the only positive you can think of is, “Well, I brushed my teeth today” and “My cat didn’t wake me up at 3 a.m.” Depending how deep you are in your negativity hole, it may take some time to move from cranky into happy. Stick with it. It makes a huge difference.
Some aspects of our businesses are always going to suck. There’s no way around that. What we can do is control our reaction. We can search for the silly fun hidden at the center of our serious situation. Once we master training our brains, work (and life) will seem so much easier. Really.
What about you? How can you “find the fun” in one of your current freelance copywriting challenges?
Want to learn how to make your freelance SEO copywriting business more fun (and make more money, too!) Join me in Phoenix on May 22nd! Learn more about the in-person SEO Copywriting Certification training.
Filed under Freelance SEO copywriting
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Feel weird talking about your copywriting rates? Get over it!
April 4, 2013 • written by Heather Lloyd-Martin
The initial “money talk” can be hard for some freelance copywriters (both experienced and newbies.) I’ve seen copywriters go from confidently talking about their successes to saying something like, “I charge $150 per page – is that OK with you?”
Argh.
I’ve even seen freelancers talk to a prospect for hours, send them multiple emails and start brainstorming copy ideas…all without having the rate discussion. If the gig doesn’t work out, the writer feels burned.”Why did I spend so much time trying to impress this client when this person can’t even afford me?”
Does this sound like you?
If so, it’s time to get over the money stuff. Right now.
I get it. I really do. Talking about money can feel uncomfortable and weird. Growing up, the statement “you never talk about money” was burned into my brain. That can be a hard habit to break.
Plus, you want to bond with a new prospect, learn about their needs and build a relationship. Bringing up the money question can sometimes feel tacky or greedy. I’ve even had writers tell me, “I don’t want my client to think that they’re nothing but a big dollar sign. I’d rather not bring it up.”
Here’s the problem your rate reticence is causing:
1. If your rates are outside of what your client can pay, waiting until the last minute wastes everyone’s time. Not just your time – but your prospect’s time, too.
2. When you don’t sound confident about your rates, it’s like a flashing red beacon that screams, “I may work for less if you ask.” If you constantly have prospects ask, “Are you sure that’s the lowest you can go,” it could a sign that you need to change your approach.
Here’s how boost your copywriting rates confidence:
- Give yourself a pep talk. If you’re an established copywriter, remind yourself of your client success stories. Remember that you really are all that and a bag of chips – and worth every penny!
If you’re a new copywriter, think of all the copywriting books you’ve read, videos you’ve watched and blog posts you’ve perused. You may not have success stories (yet,) but you’ve spent hours learning your craft.
- Practice giving a rate range like,”My rates are between $X and $Y per Web page.” Don’t just practice saying it in your head. Practice saying it out loud in front of a mirror until it easily rolls off your tongue. If you can bring up the rate range talk earlier rather than later, you can quickly prequalify your prospect and save everyone some time.
- Consider asking a friend to role play with you. Yes, I know it feels weird to role play. Just know that a little practice can make a huge impact.
You can even have your friend throw out different scenarios like, “Can you reduce your fees,” or “I have a lot of work down the road – can you discount your rate this one time?” The more you practice, the more confident you’ll feel when the situation really happens (And it will. Trust me.)
Does talking about money feel strange? Sure. Can you get over it and learn how to do it with style and grace? You bet!
Now go out there and land those clients!
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Filed under Freelance SEO copywriting
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The Veg-O-Matic approach to SEO copy development
March 28, 2013 • written by Heather Lloyd-Martin
Sure thing!
My slides were based on this 2011 blog post. When I originally wrote this, Google+ wasn’t even on the radar. Now, it’s yet another platform that marketers have to use and measure.
Feeling overwhelmed? Relax. Take a peek at my slides, and then read how the Veg-O-Matic approach to SEO copywriting can make your life easier than before. Really!
One of the areas where many site owners get “stuck” is content creation. There are more SEO copy opportunities than ever before, including:
(I’m sure you could add more to the list.)
The challenge with “content overload” is that nothing gets done. Planning an editorial calendar seems impossible. There’s too much to write in too little time.
That’s when you bring in the SEO content Veg-O-Matic to slice and dice your content into little bits.
For those not familiar with Ron Popeil’s Veg-O-Matic, it was a hand held appliance that made slicing and dicing vegetables easy. You could cut a carrot into small pieces. You could shred it. You could even create thin julienne slices. Cutting it up was effortless – and one carrot could take many different final forms.
You can do the same thing when you plan your SEO content. Rather than thinking, “Oh, man. I have a month’s worth of tweets to plan,” think of how you can “slice and dice” existing content many different ways. Here’s what I mean:
Say that your company creates one white paper a month. Once the white paper is complete, you could:
You see? You’re taking existing content and working backwards. You’re doing what you can with what you already have. Granted, you’ll still want to plan bigger projects (like another white paper or a product page revamp.) But, finding time for big projects is much easier when you’re not reinventing the content wheel every time.
Instead of looking at your editorial calendar and thinking, “It’s mid-March, what do I write/tweet/blog about for the next 30 days,”it shifts to, “We just completed a blog post/case study/video. In what ways can we slice and dice it into tasty content tidbits?”
Once you’ve figured out how to leverage what you have, the content creation process seems much more effortless.
You can accomplish the same goal even if you don’t have one “big” content piece a month. For instance, say that your company blogs five times a week. You could probably pull a couple – maybe more – good tweets out of every post. You could track popular blog topics and develop a Webinar (which could even be an additional profit center.) Heck you could even produce a monthly “Twitter tips” list that you could offer as a downloadable .pdf. The possibilities are endless.
You don’t need to solely focus on existing Web content, either. Do you have an old how-to guide that you could dust off and transform into blog posts or tweets? Did you write an article years ago that you could repurpose? Have you written a book? As long as the content is updated and valid, looking to “old” content sources is a smart idea. Recycling is good for the environment, and it’s great for your content, too!
Consider taking a cue from Ron Pompeil and see how you can Veg-O-Matic your content. You may find that you’re releasing more quality content than ever before – and creating your monthly editorial calendar is easier than ever before.
Filed under Blog writing,Direct reponse copywriting,Freelance SEO copywriting,In-house Content Marketing,SEO Content marketing,Tips and techniques,Twitter,Working with clients
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What’s the dirtiest word in the language for freelance copywriters?
March 21, 2013 • written by Heather Lloyd-Martin
When’s the last time you broke free from your comfort level and forced yourself to grow?
When I originally wrote this post in 2008, I was thinking about how people tend to settle into their copywriting careers and get (too) comfortable. They stay in a job they don’t really like, but they enjoy the pay and the hours. They work with clients that aren’t quite right – yet they’re scared to death to branch off into a new, more profitable niche.
Last year, I had an experience that made me think, “Well, I got the blog post half right.”
I spent 16 days in May 2012 rafting the Grand Canyon. To say that the trip was “out of my comfort level” was putting it mildly. I hadn’t been camping in over 23 years – and even that was easy camping for just one night. I had never been on a raft. I had never been on a self-supporting trip with no easy access to medical care.
My biggest issue? I had never spent more than 48 hours away from my business. Taking a full month off tweaked every comfort level hot button I had. A colleague literally had to talk me into going – I was that worried.
Was it worth it? Yes. Did it transform me? Yes – in many amazing ways.
So as you read this post, don’t just think about breaking out of your career comfort level. Consider ways you can shake up your personal life as well. Ask yourself, “What would be incredibly scary for me to do?” Then make plans to do it. Don’t just say, “Yeah, this could be fun…but.” Actually do it.
You may be amazed at how an initially scary experience can be potentially life-changing…
Enjoy the post!
Probably the dirtiest word in the language to me is “comfortable.” It’s so bad that I call it the “C-word” (really!). Where some people take comfort in stability, status quo and knowing what’s around every corner, I like to shake it up a bit. It’s how I roll.
Freelance copywriters – even good, highly-paid, experienced copywriters – get into their own comfort zone. They stop growing. They stop learning. Instead, they burrow into a complacency bubble and insist that they know it all and there’s nothing more to learn.
Guess what? No matter how good you are – no matter how many years you’ve honed your craft – you can do better. Write better. Describe better. You are not all that and a bag of chips all the time. And you owe it to your clients (and to yourself) to keep learning.
We, as copywriters, are required to stretch ourselves if we want to be great – No more settling for just being good, competent, or – heaven help you – “comfortable.” The only way to true excellence is through initial incompetence. True greatness is fighting that feeling of being totally and completely stupid while we try new things. It’s getting over our fear of “not knowing something” and seeing what we can really do.
As we start gaining mastery, we stretch. We grow – and our writing bursts out of its hibernation and buds with newfound brilliance.
You want to know why “old style” print copywriters complain about what used to be called New Media? It’s because they were comfortable with print. They knew the nuances. They knew how to make it work without having to work hard.
Suddenly, online writers became a dominant force. Us new-fangled writers took old-school writing concepts and made them work for a new medium. We weren’t better writers. Heck, back in the day, we were typically green and inexperienced.
The difference is – we weren’t complacent. We weren’t comfortable. We took what we knew and broke out of our comfort zone. And we launched a new industry.
Challenge yourself this month. If you’ve worked primarily with B2B, write a fiction short story (just for yourself) that forces you to create characters and have fun with your writing. Time yourself and see how many words of good copy you can write in a speedy 15 minutes. Consider launching a new product or service.
Why not bust out of your copywriting comfort zone at least once this month? You’ll be amazed at how “breaking loose” can actually improve your writing…your opportunities…your life…
Try it.
Filed under Tips and techniques
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Updated: Google snippet trick tips for success
March 7, 2013 • written by Heather Lloyd-Martin
I’ve been talking about how to write a meta description and the “Google snippet trick” for a long time. In fact, this blog post originally ran in 2008…
…And now it’s time to update it.
A couple weeks ago, Bill Slawski posted about a patent Google was granted in March 2012. His article, How Google Might Generate Snippets for Search Results is a must-read – and gives us a clue on how we can better construct our content.
Here are some interesting tidbits from the post (italics are mine.)
If there is a page with a lengthy introduction (or an abstract) – and the words in the search query are present – Google may pull the snippet from the start of the page.
If the page has a conclusion – and the words in the search query are present – Google may pull the snippet from end of the page.
Different paragraphs are scored differently – and where the snippet is pulled from depends on the paragraph score. According to Bill’s article, “Other signals, such as the lengths of paragraphs, amount of punctuation, bold and italics, and more can also influence the choice Google makes.”
(For complete information, I encourage you to read Bill’s post. Do it now. I’ll wait.)
Below is the updated post with brand-new info. How does this change the way you’ll write content in the future (or will it change anything at all?) Post your comments below – thanks!
The meta description is like the Title’s trusted sidekick.
Batman had Robin. Sherlock Holmes had Watson. The Title has the meta description. The Title helps the page position in the search engines (and if it’s written correctly, it is also written like a enticing headline.) Yet, it’s the meta description that truly tells the story. It serves as a “tease,” giving your readers a taste of what the landing page is about.
SEO writers love to sweat over their meta descriptions. After all, it’s a great place to highlight important benefits and drive click-through. But there’s one catch: More often than not, instead of the submitted description, Google displays a “snippet” of text that appears around the search term.
That means that your carefully crafted descriptions (where you’ve painstakingly outlined your benefits and calls to action) don’t show on the search engine results page. Rather, Google takes a “snippet” of text that appears around the search term (like this):
Feeling frustrated and want to curse out the Google gods? Relax. This is a situation that you can (kind of) control. You just have to know how Google works.
The key is using your keyphrases in a very specific way that increases the probability of a good description – even if it is in a snippet form.
(And by “good,” I mean the description includes a call to action, a phone number, a benefit – anything that would encourage click-through.)
Please note that these tips provide general guidelines about how to “look” at your copy a certain way, and how to tweak your writing accordingly. This isn’t meant as a “must-follow-at-any-cost” formula, nor am I advocating a certain keyphrase density.
- Review the keyphrase focus for the page
Chances are, you have two “main” keyphrases, and up to three “bonus” keyphrases. Yes, you’ll want to exact match the keyphrase (you don’t need to overdo it, according to this video.) Mixing and matching the individual words in the keyphrase works, too.
- Use your most important keyphrases in your headline/subheadlines
Headlines should be benefit-rich, reader-savvy and oh-so enticing. And yes, they should also include a keyphrase whenever possible (maybe even two keyphrases if you can make them flow and fit.) Remember, people will quick-scan your headlines before diving into your content, so how you write them counts.
- Think “snippet text” as you’re writing/editing
Remember, the words around the search query appear as part of the Google snippet. Whenever possible, you’ll want a benefit statement, call-to-action or an interesting fact near the first instance of your main keyphrases. That way, there is compelling snippet text that could entice the reader to click through from the search results page and read more.
- Try to include your second most important keyphrase within your first couple paragraphs
This is typically very easy to do. If you can’t include the exact match keyphrase, try to include the individual words within the keyphrase.
- If it’s possible to include any “bonus” keyphrases in the first couple paragraphs, do it
(But not at the expense of your copy.)
The same “rules” apply – whenever possible, use the keyphrases in a way that would be compelling in a snippet.
- Include keyphrases throughout your body copy, including synonyms and keyphrase variations.
Yes, you can include synonyms – which often makes the copy much easier to write (plus, it helps the copy read much more naturally.) Here is some additional information on why synonyms are your friends.
- Don’t forget to add keyphrases towards the end of your document
If Google doesn’t pull the meta description from the beginning, it may pull it towards the end (especially if you have a longer conclusion.)
- VERY IMPORTANT POINT
If you find that adding keyphrases (or a variation of them) makes your copy read funny – delete them. The purpose of the Google snippet trick isn’t to destroy your content in favor of (possibly) getting a great Google snippet. The purpose is to control what you can control around your meta description – and try to tilt the odds in your favor. DO NOT randomly add keyphrases “just because.”
Be warned — the Google Snippet Trick doesn’t always work – and where Google pulls the snippet is based on many factors. But it works often enough (and is easy enough to do,) that implementation is a snap.
And heck, it allows you to somewhat control a previous uncontrollable situation (what Google includes as the description.) What could be better?
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What John Lennon can teach you about a lifestyle business
February 28, 2013 • written by Heather Lloyd-Martin
Surely you’re not happy now, you no longer play the game
- John Lennon, Watching The Wheels
I recently watched a television show about John Lennon’s career trajectory. For years, he lived the hard partying, rock-and-roll lifestyle. Then, after a life-changing trip, he released Double Fantasy in 1980. People say that Double Fantasy reflected his new-found happiness and stability living the “family life.”
I totally understand where he’s coming from.
Once upon a time, I lived “the game.” I’ve discussed before how I would travel three weeks out of every month, mess up my body with multiple time zone changes and generally trash my life at the expense of my career. Was it fun? Hell yeah. Did it take a toll? Yes.
Can I work that pace anymore? Nope. Not because I can’t. It’s because I choose to have a lifestyle business.
Want flexibility and freedom? A lifestyle business may work for you…
What’s a lifestyle business? I’ve read a few definitions that say, “The entrepreneur sustains her income at X, so she can enjoy a certain lifestyle.” For me, I see a lifestyle business being synonymous with flexibility and freedom. You may choose to forgo a six-figure job – but you do it because you’d rather spend time with your kids. You may miss out on cool travel opportunities – but you happily do it because you’d rather stay home with your partner.
Does having a lifestyle business means that you’ll never make (big) money? Not at all. I know quite a few “hardly working” people who are raking in a huge income. I know others who work like crazy a few months of every year so they can play for three months at a time.
(For a first-hand account of a lifestyle business and life, check out Jennifer Cario’s blog A Flexible Life. Jen is also the owner of Sugar Spun Marketing, the author of Pinterest Marketing: An Hour A Day and makes killer cinnamon rolls.)
For me, a lifestyle business means I can work out in the morning, work a few hours when I’m feeling highly productive, and spend my evenings reading and relaxing. I don’t feel compelled to hit every conference anymore, or be away from home more than a week a month. Or build a huge team of writers.
Could I make more money if I worked more hours and built a bigger business (or even worked for someone else?) Quite possibly. But I don’t think I’d be as happy.
Will you still work your butt off with a lifestyle business? Sure – especially at the beginning. Choosing a lifestyle business doesn’t mean it’s all bon bons and soap opera reruns. It means you make different choices about how you spend your time.
You define your success
It’s funny, though, how some people feel compelled to apologize for their business choice. “I have a ‘lifestyle business,”’ they’ll say. “It’s not like a big agency or anything.”
Here’s the thing: You are the one who defines your success – not society, not your family – YOU. If your lifestyle business makes you happy and makes you money, rock on.
It’s much better than the alternative. I know many entrepreneurs who feel like they built their own prison – they started an agency because they thought they were “supposed to,” and now they’re suffering.
I used to be that way myself.
(I love this post by A.J. Kohn that discusses not comparing his “entrepreneurial journey” with others. I highly recommend checking it out.)
If you think that you HAVE to build a big agency – or you HAVE to work 20 hours a day, know this: You are the architect of your life. You can build a business around the things you love to do. There are many people loving their lifestyle business – and you can love yours, too.
If that’s what you choose to do.
Do I “miss the game” (as Lennon mentions in his song?) Sometimes. I’ll have moments when I’ll think, “I would love to be on a plane right now.”
And then I think about my life. I have a wonderful husband. I have wonderful friends. I am the healthiest I’ve ever been. Things are calm and happy and fulfilling.
I’m just watching the wheels go ’round and ’round. I really love to watch them roll.
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