B(abble)log - Archives
Yes, I know, memes have become synonymous with spam, but this one isn’t a meme really, but rather a shout-out to friends and fellow bloggers to talk a little bit about the blog itself. The wonderfully talented blogger and shopper extraordinaire Eden Spodek was kind enough to tag me in her post, It’s Not Another Meme, It’s an Interview with Bargainista.
So here we go:
1. What is the story behind the name of your blog?
The blog’s name was sort of a play on “travelogue”, except I was babbling about day-to-day events, marketing and copywriting. I liked the idea that if the “abble” were in parentheses that the remainder spelt “blog.” If nothing else, I am easily amused.
2. Why did you start blogging in the first place?
It was at urging of my friend and colleague Kathryn Presner, who kept saying things like, “You should really write a blog!” I had never really thought about it, and was scared stiff of writing a cheese-sandwich blog ("Hmmm, think I’ll have a cheese sandwich for lunch today, although I’ve got some leftover curry and that might be nice.”) Also, as someone who is used to morphing and channelling other people’s/companies’ voices, the opportunity to express myself, both on a professional and personal level, was mighty appealing.
3. What is your best blogging experience? Your worst?
Best: When I realized that I wasn’t the only person reading my blog.
Worst: Spam, I suppose.
4. What do you think will happen to your blog in 2008?
Obviously, I’d love readership to continue to grow, but I’d love to do more interviews, maybe have guest bloggers - maybe incorporate the occasional video on mornings that I don't feel like typing! I feel like I’m finally hitting my stride, so it should be a fun and exciting year.
Who I’m tagging: I'm tagging David Rosam of the insightful SEO and copywriting blog Dangerous Thinking, as well as Jacki Hollywood Brown, a brilliant professional organizer and the blogger behind Adventures in Organizing.
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I’m always fascinated by what Google Analytics shows me about my site. Of course I expect people to find me through keywords such as “optimized copywriting”, but then there are the unintentional ways that people find my site. For instance someone typed “commercial cheese moo” (What does that even mean?) in a search engine and due to a fortuitous mix of words on one of my old Art & Life pages, found my site. Obviously, the commercial-cheese-moo people didn’t find what they were looking for, and subsequently, the bounce rate was 100%.
What’s a bounce rate, and why is it important?
A bounce occurs when someone lands on your site/web page and leaves right away (usually 5 seconds or less) without visiting any other pages. It’s the equivalent of “Ick, this isn’t what I’m looking for!! I'm outta here.”
It is a very important analytic, because it shows engagement. While there is no industry standard concerning what is or what is not a “bounce rate norm”, according to Google’s analytic evangelist Avinash Kaushik, anything over 35% is cause for concern and anything over 50% is troubling. By the way, Kaushik’s article ”Bounce Rate: Sexiest Web Metric Ever?” is a must-read, containing lots of great tips.
What factors reduce your bounce rate?
- Targeted content – Your copy must be focused and relevant to your audience. There should be a clear purpose to every page.
- Good usability/site design - Steer clear of confusing designs with too much choice, blasting music and slow load times that increase bail rates.
- Relevant referrers – Check your bounce rate per referrer, which will help you to pinpoint the more successful ways of marketing your site, so you can direct your efforts to those with a lower bounce.
Those of you who are here looking for copywriting, SEO, or online marketing tips - I'm going to do my best to get something up later! This entry is all about me, me, me! Yesterday, I had one of those magic moments that are just so hard to define or explain - an overwhelming sense that everything was okay.
Here's a little background for those of you who don't know me: I'm an ex-Torontonian and ex-Montrealer who has swapped the city life for a home in the country. To the north of me is a smallish mountain and to the south of me is a quaint little lake. My friends all thought I had gone insane. I mean, really, I'm not an "earthy" person: I don't like bugs and I don't garden. In the winter, I'm more inclined toward a stylish boot with a little heel than some clunker that keeps your feet from freezing. And, admittedly, I have my Withnail & I "I've gone on holiday by mistake" moments when I think "Oh, arse, what have I DONE??".
On the upside, I discovered that I really love snowshoeing (who knew?!) and could stare at the lake for hours. I love that I can work from home and not have to go to an office everyday. If I ever decide to pick up and move, well, I can. My freelance lifestyle allows me to work from anywhere in the world. And, while I'm here, I can enjoy moments like this...
The kidlette has arrived home from school and the sun is lower in the sky.
Using a pair of these, we can head down to the lake...
And, with a shovel and a little elbow grease create a rink.
And have fun skating with the kidlette for hours.
Meanwhile, the dock supports (and me!) patiently await for summer.
Thanks to Twitter pal @Mashable (Pete Cashmore) for this post! Cross-browser, cross-platform compatibility is one of those things that we never really think about until –wham-o!– something is completely goofed up. The Financial Times is promotiing its new social network with a 1700 GBP (about $3350 Canadian dollars) yearly membership fee designed to keep the riff-raff out. The main page of the FT site promoting the membership doesn't work in Firefox. A simple oversight, and immediately I lose confidence in, not only the site, but the product as well.
Let this be a cautionary tale to all.
So, do you want to see how your site withstands a variety of browsers? Browsershots is a great tool. Check your site and if something looks askew, contact your designer!
 for this post! Cross-browser, cross-platform compatibility is one o…&topic=Online Content Tips Usability){kind=small}
1. A rather clever whodunit has been gripping Toronto. Priceless fake ads for a drug named “Obay” ("My son used to have his own hopes and aspirations. Now he has mine. Thanks, Obay!") have appeared on billboards throughout the city. See who’s behind it.
2. SEO Speedwagon notes the trend for e-commerce sites to morph into destination sites.
3. Google seems to be experiencing some hiccups. First they de-indexed some 404 pages, and now Search Engine Roundtable reports that Google appears to be indexing pages with no incoming links…
4. Are you juggling multiple social media and networking sites and have found yourself professing your love to Twitter? (You “ I <3 Twitter” people know who you are!) You might want to check out this article.
5. That said, I do love Twitter. (Perhaps I’m just jealous that I can’t find enough time for it!!) And, the always thoughtful David Armano explains the inner, outer and far outer circles of Twitter.
6. Do you blog? If so, this article is a must read. Brian Clark at Copyblogger offers some sage advice on keyword research.
7. While I have no delusions of world blog domination, (insert evil laughter here) I’ve often thought it would be cool to have thousands of readers. Well, Skellie’s What’s It Like to Run a Popular Blog? has me reconsidering my wish.
8. And, while we're still on the topic of blogs… Smashing Magazine found a bunch (45!) of groovy blog designs. Check them out for inspiration.
9. Over at Marketing Profs Daily Fix Blog, Cameron Beck reminds us not to design sites for ourselves but for the user, and comments on the importance of using clear, concise language.
10. Finally, think new media is just an upstart fad? Well, as the effectiveness of television advertising wanes, Marketing Vox reports that new media influences purchases, particularly among minorities.
Friday Fun
Paid Search Rap – I kid you not. As one commenter said, “I thought Biggie was dead, but he’s been hiding out in the SEO dept.” Thanks to Twitter pal @seocopyandstrat!
The Sound of Color is a very groovy website from The Gap. They asked a variety of artists, for example Swizz Beatz, The Raveonettes, Dntel, The Blakes and Marié Digby, to create songs based on specific colours, then recruited some young directors to make short films set to the music. Go on, it’s Friday – download a few songs!
Here, let me tell you something you might not have known about me… I took piano lessons for years. When my brother and I were young, my mum (who is no slouch around a piano and, without the word of a lie, plays a wicked banjo and ukulele!) decided that we should learn how to read and play music. I was shuttled into piano lessons and my brother learned to play the guitar. A couple of decades later, my brother is a talented musician and I struggle to get through Teddy Bears Picnic. Why such a stark contrast? My brother had the discipline to practise.
Ah, the P-word.
To be any good at anything, it needs to be a part of your routine.
Awhile back a young writer named Rowan wrote to me asking for advice. Rather glibly, I tossed off these in an email…
- No matter what type of writing you pursue (journalism, marketing copywriting, or perhaps writing the next great American novel), always read over your copy at least twice and ruthlessly edit any bits that don't add anything/seem lame.
- Write from the heart. Tell a good story.
- Read a wide variety of writing styles and subject matters. If nothing else, you'll be well-rounded and interesting at dinner parties.
- Don't listen to anyone's advice. (Including mine!) Trust your instincts.
- Don't be afraid to put in the time and the effort it takes to be GREAT.
- Interest and conviction can't be faked. So try to write about the stuff you like/care about.
- Figure out why you are here on this planet, and then work toward your legacy.
- Be as nice and helpful as you can to everyone. You'll always be repaid in kind.
- If you're doing it for the money, stop now. Try dentistry instead.
- Don't take constructive criticism poorly. It's about the work, not you.
- Be prepared for everyone to have ideas about how you SHOULD have written it.
- Find your own voice. A first-rate you is far, far better than a second-rate someone else.
I had a series of meetings in Montreal on Friday that prevented me from posting my weekly wrap-up. So, with my apologies and no further ado... here it is:
1. If you read my blog with any regularity, you know that I get positively
bent out of shape when Web designers forget to include user experience
in their planning. Here’s a great piece from Smashing on 10 Principles of Effective Web Design.
2. What would it take to topple a giant? SEOmoz shares The 4 Biggest Threats Google Faces.
3. Since the death of the Microsoft deal, Yahoo! has sadly announced massive layoffs including senior executives and one employee who live-Tweeted his last day.
4. Newsweek reports that a host of new companies are offering to polish and shine reputations online. “We're the next generation of public relations. From here on out, you need to own your first few Google pages.”
5. PETA’s Zombie Colonel Sanders ad was denied airtime during the Superbowl. Copyranter postulates why.
6. SearchEngineRoundtable reports that Google Begins Testing Video Ads in Search Results. Could this change the game of PPC?
7. Looking for people to link to you? Here’s How You Shouldn’t Ask for a Link from SearchEngineRoundtable.
8. Neatorama has the source of bad English in China. Engrish picture blocks have never been so confusing.
9. This week, Facebook bowed to pressure to allow users a way to completely delete their accounts, rather than just disable them. Mashable has the summary.
10. Running counter to popular opinion, Laurel Papworth argues against users being able to completely delete social network accounts as a way to combat online predators.
Fun:
DDB shows how their agency chases ideas.
Normally Cossette Communications in Toronto produces some great work. But for a series of ads for Middle Eastern restaurant Ghazale, they've really missed the mark, in my books anyhow. Humour can be very tricky in advertising. When it succeeds, the result is a commercial/ad that people are willing to view over and over again, or even download on YouTube. But, when it's off the mark, it can end up backfiring in the most appalling way.
The blog Dante and the Lobster has already tore them a new one on this issue. The post starts "Are you fucking kidding me?" and goes from there. Obviously with the misogyny issues and blatant ability to insult a whole culture (and, really, just about anyone), the Ghazale Restaurant ads don't work for me. However, they fail on another level; the "humour" (yes, the air quotes are flying) does not reinforce the brand. In copywriting, humour should be aligned with key marketing messages, a value proposition and all that jazz - just like the now infamous Subservient Chicken campaign used a rather subversive and amusing viral to emphasize their slogan "Chicken the way you like it."
Thoughts, anyone?
Hello Fair Reader, (Hi Mom!)
On Monday I was given some bad news that completely flattened me and is still too raw to discuss here, or anywhere for that matter. So, while I pick myself up and soldier on, I wanted to share something that made me laugh for the first time in the last two days.
Apparently in hipster circles this is REALLY old news, but, it was a first for me! If you are familiar with the expression "the Internet is a series of tubes", then you're in the know. But for the rest of us, this is the speech that inspired a thousand parodies; it is the attempt of an inarticulate politician trying to explain the Internet in layman's terms.
Now here is the music video version. It's a must watch.
Bear with me for the next few days, and I promise to be back in fine form (or a semblance thereof) in a few days.
1. The big news in search this week was definitely Microsoft’s quest to purchase Yahoo! for $44.6 billion. I posted about it here. As always, Forrester Research Senior Analyst, Jeremiah Owyang brings insight with Why Microsoft wants Yahoo, an Analytical Perspective.
2. Colin Douma from Radical Trust asks “Are you ready to fight your consumers?” and discusses how advertisers need to shut up, listen and add value.
3. The minute numbers and equations make an appearance my brain lets out an unholy shriek and I instinctively start backing away. However, SEO Scientist’s discussion on the freshness factor of links is quite fascinating, despite my aversion to charts and various “lesser than” and “equal to” symbols.
4. Dave Fleet is shocked that PR Web just doesn’t get it. See what unfolds after he submitted a social media style press release.
5. Are you a Facebook fiend that loves to tag people, but always thought, “Gee wouldn’t it be fab if I could tag places or objects?” Well, Jeff Pulver has the solution for you! Find out more about SuperTagger.
6. Mahalo is the much talked-about social search site started by Silicon Valley hotshot Jason Calacanis. Here he gives new users an over view of how Mahalo works in Part I and Part II of his two-part post.
7. Fast Company’s recent article, Is the Tipping Point Toast? challenges Malcolm Gladwell’s concept of influencers.
8. The above article has caused a bit of a stir in marketing circles and inspired Canada’s word-of-mouth evangelist, Sean Moffitt to fire a few shots back in his Buzz Canuck blog.
9. Mitch Joel discusses The Google Effect in the Montreal Gazette, examining the lingering aspects of the digital bad-mouthing and what it means for business.
10. According to a recent Interactive New Media Webinar, 48% of online purchasers abandon their shopping cart. Creating a better user experience is key to completed purchases. Get the download here. Check out this Shopping Carts Gallery from SmashingMagazine.com for inspiration.
Bonus:
AdRants reports on the Mullen Winston-Salem Agency making a rap album about agency life. Visit Straight Outta Winston to view the high weirdness.
Friday Fun:
Test your knowledge – great design or junk furniture? Thanks to @shawnz on Twitter!
This week I had the pleasure of speaking to Xurxo Vidal, partner of Bloom Search Marketing, a search marketing agency specializing in custom paid search solutions – from full campaigns to on-demand consultations. We covered what companies should know BEFORE they get started, questions to ask a prospective Pay-Per-Click firm and industry trends.
Without further ado, let’s meet Xurxo!
ACR: We know that PPC (Pay-Per-Click) campaigns can be a very effective way to boost sales, but what’s the most important thing a company has to consider before starting a PPC campaign?
XV: Having a website isn’t enough. If they are going to spend money on a PPC campaign, the advertiser must think in terms of a funnel, to drive visitors toward taking action on site. While a PPC campaign is an excellent “pre-click” method of driving traffic to the site, once there, other factors like content and usability must be considered. Companies considering PPC have to know that their site has a big effect on the ultimate success of the campaign. If the company’s website doesn’t do the product justice, it’s just not going to work – they won’t get the conversion rate they are looking for.
ACR: What three questions do companies need to ask their prospective PPC manager/partner before hiring?
XV: I think the three questions that you absolutely must ask are:
1. What sectors do you specialize in or have experience in?
2. Who will be my contact and manage the campaigns?
3. Can you supply me with references from your clients?
ACR: How do you think through the conversion process (from prospect to sale) in terms of the PPC campaign?
XV: At Bloom Search Marketing, we start with a complete needs assessment, covering the buying cycle and the decision making process. From there we work to understand the steps involved - from the initial product interest to the time someone commits to buy. Specifically we look at what the steps are needed to complete an action on our clients’ websites and include appropriate calls to action in the ad texts to help increase conversions rates. Often, spelling out the desired call to action in an ad text will help increase conversions on your site because visitors already have an idea of what you want them to do.
ACR: What are some of the most common mistakes you see beginners make on their landing pages?
XV: Oh, that’s easy. The #1 mistake we see a lot is no clear call to action. It’s either that people are trying to present too much information and the page becomes confusing or that the page may look slick and well-designed but there isn’t enough information, or no apparent direction on the next step to take.
ACR: What are some of the trends or innovations in PPC today?
XV: There are some very exciting things happening right now. First of all, the search engines themselves are providing more interesting and robust tools, such as advancements in geographic and demographic targeting. Additionally, there are analytical tools that for data analysis that allow us to pinpoint problems areas in a campaign much more quickly. There are several third party web applications that are attempting to make campaign metrics and data more visual and easier to interpret. No doubt the constant state of flux that the PPC industry is in will continue to push new and exciting innovations in the months and years to come!
Well, finally, it's here. The new A.C. Riley Communications 404 error page. We hope that it gives lost souls a little smile. We'll be updating it from time-to-time, but for now, here it is in all its glory...
I love this drawing that my four-year-old did of us. (I’m the one in the styling black shoes) It’s just a perfect picture of unrestrained happiness with its touchdown/goal/six point feel. (Use the sports analogy of your choice.)
Now, imagine if your site visitors/customers could feel that pure joy and sense of “Isn’t this wonderful?” upon arriving at your site. Isn’t that the ideal experience we want anyone to have interacting with us and our brand?
Because face it, every experience your clients have with you (and your website) is your brand.
Presenting…
Six Points to Site Visitor Bliss
Seamlessness
The best sort of user experience is one that is seamless. The site visitor lands on your site, can figure out what it’s all about, find what they need and move on. They don’t have to sign-up to get basic information or read an article. If we were honest with ourselves, we’d admit that the user didn’t come here initially to build a relationship with us, but is here to scope out information and see if we offer the product or service that fits their needs. Get rid of any barriers of use.
Usable Beauty
Whether you call it usable beauty or aesthetic functionality, there must be a merger between usability and design. Clear visual hierarchies, consistency, visual clues and triggers help us to use the site, and reduce any sort of learning curve. (Honestly, who wants to “learn” how to use a site?!) The navigation is intuitive and easy to use. Design works in tandem with the copy, highlighting what is important. The site is not only pleasing to the eye, but works like a charm – that’s usable beauty.
Convergence
Your site is the intersection for PC and Mac owners using a variety of browsers (IE, Safari, Firefox, etc.), and any number of versions of that browser. Toss in a myriad of screen sizes/resolutions. And just for kicks let's toss in the whole “thumb culture”, mobile users. Let’s not forget people with visual impairments either. Your site must look good in a variety of interfaces.
Brand Personality
As a copywriter what I see day-in, day-out on corporate collaterals is “sameism.” This company sounds like that company, which sounds like the other. Language is interchangeable: leverage, value-added solution, leading edge whatever. Generic, bland and anemic copy is the death knell for customer experience. Clients need to know who you are and what you stand for. What is your “brand language”? And most importantly, how does your brand’s personality deliver value to your customer?
Customer-Focused Information
Content quality and information adds credibility to a site. It’s really that simple. What is your potential client looking for? Customer reviews? Better product descriptions? How do your clients process information? Some might be analytical and want just-the-facts-ma’am. Others might be kinesthetic learners, and might need a demo download of your software to test it out for on their own. Know your customer and deliver what they want, clearly and concisely.
Respect
I’ve always loved Hugh MacLeod’s cartoon that says “If you talked to people the way advertising talked to people, they’d punch you in the face.”
Get rid of the hype. Other signs of respect? Show your respect for the visitor’s time – make it easy to contact you. That product isn’t available? Show similar items that are. Someone signs up for your newsletter? Don’t sell their name. If you have an online store, post your returns and shipping policy. Remember that a “thank you” goes a long way. Be honest and upfront. Provide a good product or service.
Of course all of this is moot if your site isn’t search engine friendly. Great customer experience is useless if no one can find you.
 It’s just a perfect p…&topic=Online Content Random Thoughts Usability){kind=small}
If, perchance, you took a weekend visit to Mars you might not have heard about Microsoft’s $44.6 billion dollar bid for Yahoo, which was fired across Google’s bow early Friday morning! But otherwise I’m sure you’ve heard the rumble of the inevitable hullabaloo. And, I would be renege in my duties if I didn’t cover it here. Problem is, I don’t know if I have anything new to add to the conversation. People far more skilled have approached it from a variety of angles. So here they are…
On Friday The Guardian's Bobbie Johnson looked at what a Microsoft-Yahoo deal would mean for web users.
Over the weekend, Paul Glazowski at Mashable asked, Microsoft-Yahoo! Where’s the Social Network? He notes that both Microsoft and Yahoo! Have missed the social media/networking boat pretty much completely.
Meanwhile Danny Sullivan of Search Engine Land wonders what a Microsoft Yahoo! would look like. He does a magnificent job of analyzing the various elements – search, portal, ads, technology and even corporate culture. A must read.
Google is peeved, and David Drummond, Senior VP of Corporate Development and Chief Legal Officer lets it be known in no uncertain terms that it feels there are anti-trust issues at hand. Check out Google’s official response in a post called Yahoo! and the future of the Internet.
Ari Levy over at Bloomberg notes that Yahoo’s owners may prefer Microsoft bid to Google. He and references the Wall Street Journal saying “Google Chief Executive Officer Eric Schmidt called Yahoo's Yang and offered a potential partnership between the two companies to thwart Microsoft's $44.6 billion bid.”
David Armano has another take on the proposed merger by suggesting a simple exercise of word association. He thoughtfully discusses how Yahoo's brand has slowly eroded over the years.
Today The New York Times goes into detail about Google’s attempt to torpedo the Microsoft Bid for Yahoo.
So, is it a done deal? Well, maybe, maybe not. USA Today points out that Microsoft and Yahoo face many hurdles to successful merger and also observes:
The chief motivation, however, is dominance of the $40 billion online advertising market, which Google holds sway over. "This deal is mainly about advertising, mainly search-based advertising," Patience says. "It combines the second (Yahoo) and third (Microsoft) players in the market to take on No. 1, Google. This brings Microsoft a profitable advertising business, something it has not managed to achieve.
ITCanada points out the obvious in its article entitled Yahoo’s final opportunity to dethrone Google.
All I know, is that we are watching a full-scale tech war, and with every war there will be winners and losers and it’s gonna get dirty. Stay tuned for the real backroom deals and machinations to take place.
Hats off to DDB Paris, and in particular copywriter Patrice Dumas, for these brilliant ads showcasing the Volkswagen van's 60th birthday. Visit I Believe in Advertising to see these two and several others. It such a pleasure to read smart, playful copy with a cheeky undercurrent.
Admittedly, this following article is a bit of a cheat, it’s from just over a week ago, but I can’t resist including it. The All Change post at johnson banks is one of the most eloquent dialogues about flexible brand image that I’ve ever read. It sums up my feelings about the fluidity of brand, but articulates it in a way far superior than I ever could have.
Join the revolution! My hero David Armano is on a crusade to put an end to “Flashturbation”. Read all about it in Adweek Magazine. And, if you don't have it bookmarked already, read his blog, Logic + Emotion. It's always thoughtful and provocative.
Thanks to Andy Beal’s Pilgrim’s Pick, I was tipped off about this article Search Engine Management: Setting & Managing Expectations at Search Engine Land. It puts together some realistic steps for reputation management encompassing everything from algorithm change, bloggers or social media sites jumping on negative news or other negative linking bandwagon.
Remember when I wrote about 404 pages? (Yes, yes, mine is still in the development stages!!) Well, SEO Roundtable had a very, very good point: Google should really spice up their “404 Not Found” pages.
SEO Hong Kong turned me on to this little gem – LinkDiagnosis.com
Are you sick to death of being turned into a zombies and vampires by your “friends” at Facebook. Well, where some people (okay, me) see annoyance, others spot opportunity. Here’s a fascinating case study by Jeremiah Owyang that shows how Sony created the right promo at the right time using the oh-so-popular Vampire Widget.
Struggling with this whole social media thing? Yesterday, Lee Odden gathered some sage advice from a whole gaggle of social media folk and assembled it nicely. Read Social Media Smarts – Tips on Marketing with Social Media.
Admittedly the WebUrbanist’s post about unusual art from everyday materials is only tangentially related to marketing, SEO or web-usability, but, hey, it’s cool and inspiring and there is a marketing connection in the YouTube video at the end. Check it out and you’ll never look at Post-It notes again in the same light!
Want that slick Web 2.0 look for your site? This extensive tutorial describes all the various elements. Unfortunately, by the time you’ve finished reading it, the trend might have passed..
Want to maximize your blog? As always, Skelliwag has written a great piece that covers the problem of a lack of entry points.
Friday Fun:
Fleck is a coolio new app that allows you to add a note to any webpage (kind or otherwise) and send it to friends or colleagues. And, by the way, if you come across examples of “site architorture” send them to me with your comments!!
The Warholizer – Go ahead, you know you want to! Warholize yourself! Or your dog...
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