Balanced Solutions for Creating Compelling Content

5 steps to setting your communication plan on FIRE!

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 Step 5: Monitor Timeline and Results.

Did you have a successful launch? I find that even the smallest campaigns need to have a solid follow up with the project manager or communications officer who presents the results. Campaigns that went out way past deadline need re-evaluation. Even though a million factors could have pushed the launch forward, the person in charge should be aware of what they were and how to avoid them in future.

When gauging success with your analytics, always keep in mind that, although they have plenty of valuable information, there is a relatively small snapshot of your user behavior that they cannot capture. One example of this is the category of bounce rates. Analytics do not tell us precisely why the user left the page, but just that they left. We know that they chose not to stay and explore other pages, but it’s still up to us to fill in many of the blanks.

There are several ways to get insight into those mystery areas. One is to talk to people. Ask for feedback. It might be subjective information, yet soon enough you will begin to see patterns in the data and make the changes needed to get the results you are after.

I find the most useful numbers come from site hits and social media activity. If people are coming around, they like what you do. If a number of people did not use the call-to-action in a specific campaign, keep watching. Users may decide to follow you for months, even years, before they take the plunge to buy from you or work with you. You can take note of what is attracting people and use it to tweak future projects.

Lastly, surveys and usability testing are other means of assessment to add to your collection of feedback.

Adjustments and realigning objectives are a natural part of communication strategies, so allow for some flexibility within your planning without letting too much time lapse. If too much time goes by without visible progress, teammates can lose motivation and before you know it, there is doubt and confusion.

Keep morale high within your team and address any complications BEFORE they become problems.

Stay in touch. Tell me the highs and let me help you with the lows!

 
 

Would you like to discuss your plan in more detail?

Nightingale's Notes can take you through the process of building your communication plan.

 

Balanced Solutions for Creating Compelling Content

5 steps to setting your communication plan on FIRE!

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 Steps 3 & 4: Pinpoint needs. Determine roles & responsibilities.

After your message has been refined for your target audience and you’ve designed a gorgeous layout that will please the masses, it’s time to manifest the theoretical into reality.

Very simple next questions: What do we need to accomplish this? In other words, who will do what and in what time frame?

......................................................................

Who will write the content?

Who will prepare the graphics?

Digital placement of the layout?

Who takes care of social media?

Who will manage the technical side?

Translation?

................................................................................................

I usually make a chronological and prioritized list of duties under each of the task headings above. Map out the job description, delivery, publication method as well as the deadline. For example, to map out a 6-week thematic run of social media posts, you want to chart the weekly message and the channel. You also want a solid commitment from whoever will do the content creation, source the images and do the actual posting.

 

Would you like to discuss your plan in more detail?

Nightingale's Notes can take you through the process of building your communication plan.

Balanced Solutions for Creating Compelling Content

 

Step 2: Choose a Medium

With our chosen audience(s) in place, we can slide right into how to choose a channel for your message as well as how to use AIDA (Attention, Interest, Desire, Action).

Let’s say you’ve spent a few years building a website and you have a decent following on social media. You have been monitoring your analytics so you know there is more traffic coming to your social media accounts than to your website/blog.

Based on this information, and because you want to create more traffic to your site where your final call-to-action resides, you decide to create a webpage as a medium to announce your new service. You  then plan to share it through your busiest social media channels.

AIDA is an in-depth exercise on its own, and I encourage you to explore this marketing model if you haven’t already. It's been around forever but it works. In a nutshell, I use AIDA to build key words and phrases to envision the medium and design. I usually write a page or two filled with graphics, photographs and content for each of the following sections of the acronym:

Attention: Uncluttered, easy to read, concise, beauty shots/visual elements, a Zen quality to the layout

Interest: Focus on your target audience and their role identification. They need to say, ‘I can identify with this.’ Explore their needs recognition and highlight features that make you different from competitors.

Desire: Problem: Short on time Solution: listen to a video. Create a feeling of appreciation and trust. Support the user’s decision, solve a problem or give peace of mind.

Action: Clear call-to-action, brand strength, one-stop-shop, responsive, honest, confidential

Congratulations. You are now ready to design your webpage around your AIDA brainstorm.

There are so many untold stories. Let me tell yours. Nightingales Notes can help create specialized content based on your Dominant Mastery

Balanced Solutions for Creating Compelling Content

5 steps to setting your communication plan on FIRE!

Have you got your latest Communications Strategy in place? Here are some guidelines for those of you that need to fire up your strategy:

I truly hope that you have taken the time to break down your audiences. When you don't know who your message is for, it can get muddy and muddled. If you have not done this assessment, stop reading right here and get to it. Segment all of the people who are currently listening, or who you would like to be listening. Only then can any communication strategy really work.

Ok, now that we have defined your key audiences, we can set intent. 

Decide which segments your message is for, and if the key points relate to your products, services or the business as a whole.

In order to guide the tone of your content, you can then apply a 'role' to the receiver. For example, your message is that you are now offering a new service that will help prospective and current clients with their communication strategy. The role you assign to the receiver would be based on what kind of people would be interested in that service. Below, I have assigned the role of manager or business owner as someone who would be interested in this service.

Intent: Inform them of new service (providing a communication strategy)

Audiences: Prospective & Current

Role: Manager or business owner

The intent, audience segments as well as the role build a crystal clear foundation so you can begin to create your content. 

BY THE WAY....Nightingale's Notes has an incredibly useful audience & key message assessment to help you determine your key peeps! Email me today to find out more This email address is being protected from spambots. You need JavaScript enabled to view it.

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Take the Trip, Change your Life

It is not that Toronto doesn’t have everything you could ask for in a city, but occasionally a need to escape is essential. A quick retreat is very possible when it’s only a 2.5 hour drive northwest.
 
 




 
‘You may find the atmosphere quite different at the spa today,’ the woman who was taking our reservation quipped over the phone. ‘We have a spot for you and a friend; however, there will be 100 NHL (National Hockey League) goalies using the facilities today.’ This did not sound like such a bad arrangement, and I will tell you why; my girlfriend and I REALLY like hockey, wink wink.

We were greeted with complimentary bottles of water along with a guided tour of the facilities, given with the Zen of a Buddhist monk. The main concept of a Scandinavian bath is, in a nutshell, to alternate between hot and cold water submersion. As a rule, I don’t stick to this routine. I usually head for the hottest jacuzzi tub I can find and plop myself in, all the while giggling and pointing at the brave souls that choose to plunge into the cold H2O. At Spa Scandinave, however, I made a bold decision to discover my inner warrior and outer goose bumps. Just some friendly advice for those of the same mind as me and that crave warmth: any plunge into a cold pool needs to be done faster than a dog can raise his leg.
 

 
I don’t know if it was the exhilaration of the icy dip or the atmosphere of this peaceful haven surrounded by trees, but this spa generated a wonderful combination of energy and relaxation. This Scandinave location takes the nature and makes it part of the design. Think of sitting in a hot tub with the tall pines so close you can reach out and touch them, access to forest paths for a short stroll in between dips, or even a spot for a picnic in the woods. You will not feel confined in the outdoor spa area as the pools are curved to accommodate quite a few people, as well as create some privacy.

A winter visit means cuddling up around a fire to relax, while a summer visit highlights the Canadian greenery. Waterfalls and wooden bridges add to the charm. Collingwood and Blue Mountain resort village are also nearby if you choose to overnight, or have a beach holiday. There are many beaches in the area, but don’t miss Wasaga Beach, the longest freshwater beach in the world.
 
Sore muscles are eased while simultaneously getting a nature fix with air as fresh as can be. We wondered if this is what the NHL had in mind when they put forward a large part of the funding for this place (yes, we did end up chatting with a few of the buff bodies, which also ended up solidifying our plans for the evening!).





For the most part, not even 150 NHL goalies could distract from the pure luxury and ultimate beauty of the Blue Mountain bath experience.
 
 





Scandinave, Blue Mountains


152 Grey Road 21
Blue Mountain, Ontario, Canada
http://www.scandinave.com/en/bluemountain/

 

 

#Take the Trip, Change your Life

A rich, bold flavor and luckily very little aroma. I bought 4 packages before I was informed that Luwak coffee is made from none other than mongoose droppings.


I ask the taxi driver who is taking me to the airport if we can stop for a specialty coffee, something unique to Bali. He pulls up to the private home that doubles up as a cafe and we find a family of seven that cares for a coffee compound, complete with a lush flower-filled garden and temple.
 
He explains how the mongoose eats the coffee berries that fall from the tree, creates enzymes during digestion and then pops out ‘beans’ ready for drying, cleaning and roasting.



Well in that case, bring me a cup! I pay more than I would for a Starbucks coffee and enjoy the experience, as organic as it can get. One of the rarest and most expensive coffees in the world, this brew is known for its low caffeine content and health benefits.

The digestive enzymes in the stomach of the mongoose enhance the fermentation and purification process. The process excludes using machinery, which means that it is truly made with care. No animals are harmed in the making of this coffee!

I gently suggest to the owner that when he presents ‘coffee from animal’ to future guests it might be best to add the word ‘poop’ to the end of his sentence.
 

Am I happy about the purchase I made at the market? A few friends got some nice gifts upon my return.
 
 


Kopi Luwak Dewi Laksmi & Traditional House Compound                      

Br. Bucuan Negara
Batuan, Gianyar,
Bali
+62 (361) 7835256 +62 (361) 7835256
This email address is being protected from spambots. You need JavaScript enabled to view it.
coffeeluwak-bali.blogspot.com

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Take the Trip, Change your Life

 

Drift Away at the Floating Spa

While The Spa's nautical theme is subtle and done in good taste. With 5 decks, there is plenty of room to explore, and the high ceilings an openness, the opposite of what you might expect from being on a boat. The water circuit includes...read more here or continue on this page to find out how Bota Bota celebrates!

On a regular day Bota Bota, a ferryboat that has been converted into a sleek urban spa, is a soothing place to be. On their two-year anniversary however, it transformed into a colorful world of artists. Acrobats and jugglers performed while you soaked in the jacuzzi, and there were more sweets than you should have in one evening. 

Two spa-hungry marines (a friend and I) were greeted by a man on stilts, a fire twirler, two feathery friends, and a pole master while embarking onto the boat which is permanently docked in the old port of Montreal. After changing into our swimsuits in what used to be the engine room of the ferry, we were handed a gorgeous glass of Neige, a crisp, locally produced ice cider that we sipped while touring the spa.

The nautical theme is subtle and done in good taste. With five decks, there is plenty of room to explore, and the high ceilings give the opposite effect you might expect from being on a boat. The water circuit includes two sauna and jacuzzi areas, both providing stunning views: one of the city skyline and the other, the St. Lawrence River.

  

This is a spa where the hours pass quickly. Large padded, porthole windows make the perfect place to recline and gaze out at the water or read a book. Yoga and Pilates classes are offered in both French and English or you can do your own private asana if the yoga studio is free. The hammock style swing chairs are great fun, and if you cannot be without the news, there is a TV room, complete with headphones.

On a cold December evening, the candlelit experience was divine. Nonetheless, looking out at the sundeck and garden, urged us to schedule a future summertime date at this innovative spa that I think, circus or not, will really float your boat.

 
 

Bota Bota

358 Rue De La Commune Ouest

Montreal’s Old Port

This email address is being protected from spambots. You need JavaScript enabled to view it.

www.botabota.ca

514 284 0333

Take the Trip, Change your Life

 

The Riverfront in Varanasi

While traveling in India, I got some disturbing news from back home and I almost cancelled my journey to Varanasi (otherwise known as Benares). I met a girl in the yoga shala where I was staying and she convinced me that this was an opportunity that was going to come around only once, and no matter what was going on, I should take the trip.

I took the trip and it really did change my life.

‘When meditation is mastered, the mind is unwavering like the flame of a lamp in a windless place.’ ~ Bhagavad Gita

Having your cremated remains ceremoniously cast into the holy river Ganga (Sanskrit for the Ganges) that runs through Varanasi, India, is considered auspicious and the ghats along the river are filled with the smoke of incense carrying messages and spirits to the sky.

Running from the Himalaya Mountains in northern India to the Indian Ocean, the culturally significant river is considered to be a goddess. To ritualistically bathe in her, is to be cleansed of all sin. Read full article

Take the Trip, Change your Life

 

A Paradise Mads Couldn't Leave

While working at a publisher of Asian studies, I often heard the name Mads Lange. As history tells us, the Danes got around, and Mads was no exception. He did his job of 19th century mediating between the Rajas and the Dutch so thoroughly that he earned the title ‘King of Bali.’

This Danish peacemaking trader pleads guilty to another exploit that Scandinavian explorers have been accused of: stealing local woman. He fathered children with two women and still found time to add Bali’s rice and spices to the trade route. His grave is South of Ubud, close to where I am headed.

To get there, I don’t navigate the seas like Mads, but rather arrive in a big bird with wine on board. After an hour’s drive through villages and rice fields, I am ecstatic to hear that the first treatment on the scheduled retreat starts in 15 minutes – a Balinese Boreh. Fatigue and vertigo prevent me from asking what that is, but the smell of incense and the sound of the rushing Ayung River convince me it will be glorious.

Birds chirp and a lizard scurries by, as the practitioner dips my toes into a foot bath accompanied by a cucumber-infused glass of water.

Next, the perfect amount of pressure works out tensions during a deep tissue massage, and the coffee and cinnamon body scrub afterwards makes my skin glow. The finale is a warm bath in a large stone tub (there is one in each private room facing the river) filled with tropical flowers that cling to the skin as if to say ‘please don’t go!’ First impressions? I can’t count how many times I think, ‘This couldn’t be any better.’

Surrounded by jungle, Fivelements covers over 2009m² of attentively designed landscape based on the ancient Balinese science of construction called ‘Mandala Nawa Sanga.’ Put simply, the focus is on directional alignments, and how the constructions blend into nature using eco-conscious principles. The seven high-ceilinged, straw-roofed suites encompass a rustic open-air concept.

Sliding doors and a bamboo wall separate the room from an outdoor shower and toilet. Sacred sites such as the healing village, the mandala spaces for yoga, martial arts, and dance as well as the pools, remind guests to nurture mind, body and spirit. This expounds on two traditional Balinese philosophies: Tri Hita Karana, honouring people, nature and God and Tri Kaya Parisudha, pure thoughts, speech and actions (the latter being the name of the 5 day detox transformation I am on, so I’ll try to keep it clean).'

Of the different retreats is also Panca Mahabhuta for replenishment and ‘Finding Centre’ to explore pottery and yoga. A key part of these retreats is that due to purifying treatments and the beneficial ‘living food’ concept, emotional and physical shifts are almost inevitable. Some are subtle; however, according to the guests’ comments, it is life changing for many.

This centre is filled with highly skilled professionals who offer nurturing specialization. A consultation with the program organizer allows revisions to the health form (sent long before arrival) as it seems, while you unclutter your mind, a myriad of highs and lows appear.

During my stay, I experience fits of ecstasy, waves of nausea, a few tears and many laughs – this is not on the brochure!

Among the recent wave of unconventional spas springing up around the world, Fivelements stands out for its authenticity. One noteworthy ritual held at the centre’s temple is the water blessing ceremony.

 

They warn me it will be cold, but I am warmed by Sanskrit chanting and the ringing of a small bell. That does not last – it is cold, yet walking back to my room in my sopping wet sarong, I feel energized, renewed and ready for whatever comes next. What comes next is a handsome, young, yoga instructor with the posture of a marine who takes me through a flowing sequence.

The private session ends with him guiding my limbs through a Tai Chi-style stretch that throws me into bliss, so of course I laugh when he says, ‘Now time for relaxation.’ A short closing meditation and I’m off to a breakfast of yogurt and goji berries.

The week flies by filled with bodywork, massage, colonic hydrotherapy, Somatic (dialogue and movement) and water healing (please try this – it will move you in more ways than one), and oh yeah, did I mention the award-winning food?

Ultimately, the remote location enables you to take time for yourself, a partner or creative work - without diversions. “This is why we don’t have televisions in the rooms” says one of the owners Chicco Tatriele. “We have enough screen time; the focus is on reconnecting with your authentic self.” No matter which direction you look in, everything is alive - in turn, you become more alive.

See the Copenhagen Post published article

Fivelements
Puri Ahimsa;
Br. Baturning, Desa Mambal, Abiansemal, Bali, Indonesia +62 361 469206;
This email address is being protected from spambots. You need JavaScript enabled to view it. ;
www.fivelements.org

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Take the Trip, Change your Life

Interview with A World to Travel

We know where you come from…could you tell us where are you heading to? Which are your plans for the future in terms of travelling? 

Because of my job as a writer, I can work on the road. Next stop is Milan to cover a luxury spa for a fascinating new travel blog. I will always travel. It is when I feel most alive.

What do you think of travelling with a purpose or meaning in mind? What do you look for when travelling long term? 

I used to travel very spontaneously. Once, on a whim, I flew from India to Japan with no plan and no booked accommodation. After landing in Tokyo, I bought a Lonely Planet guidebook at the airport gift shop to find a place to stay that night! My goal was simple - to cover as much ground as possible and absorb, absorb, absorb. I found it easy to land in a new place and set up camp. That was what got me fired up - fighting the insipidness of the daily grind. Each person, each restaurant, each museum and every small town allowed me to take in more and more beauty. To travel in this way, all you need is energy and to be resourceful.

Fast-forward to the present day and my objective is now focused on documenting travel experiences. For this reason, each destination has a different purpose. 

How do you fund your travels? Have you found a job or income source that allows you to be on the road full time? Tell us what you do for a living. 

My friends used to think I had an incredibly rich family that sent me wherever I wanted to go. The truth is, hard work, saving and finding jobs abroad filled my pockets. I was employed by large corporations such as American Express in Australia and Commercial Union Assurance in England. I even managed a hostel in Earl’s Court during my stay in London.

Today, I travel on assignment through my copywriting company:

http://nightingalesnotes.com/

Did your job, studies, volunteering experiences or other projects help you to travel the world? Where have you been thanks to those? If so, tell us a bit about those experiences.

Some of my best memories are from when I was living in the foothills of the Himalayas. I was a volunteer English teacher at a public school in Kathmandu, Nepal. It was hard living, but the children melted my heart daily. We all did karate together at 6AM every morning and then climbed the 300+ stairs to the top of Swayambhunath (Monkey Temple) before class. The monkeys stole my breakfast on more than one occasion—warning: do not bring fruit!

Learning to meditate under the tutelage of a traditional Vedic monk enabled me to travel through India on a volunteer mission to preserve Sanskrit writings and ancient art—much of which is vanishing at an alarming rate. We documented sacred ceremonies and rituals through written content and photography. The opportunity to have front row seats and backstage passes to the magical, mystical side of this incredible country will never be forgotten.

University studies took me to Edinburgh, Scotland where I completed the research for my International Business degree. My classmate and I were on a mission to find the Holy Grail and spent several weekends at Rosslyn Chapel—the sanctuary is gorgeous and whatever is buried in the underground chambers is indeed charging the stone walls with vibrations. I later finished a Master’s degree in Copenhagen, Denmark where I spent many years.

Then there was that time when I had to pick grapes on a winery in Australia when my van (kombi) broke down…

What would you recommend to someone who wants to follow your steps? Which kind of training or studies is necessary? Would an investment be needed in the first place? Please, give 3 pieces of advice (you wish to have known before starting) of what to do and what to avoid in order to succeed.

 

1.  I had a chance to finish my degrees while on the road, but that is not always easy as there are A LOT of distractions. Finishing some type of education BEFORE travelling can open many doors.
2.  Do as much of the visa preparation BEFORE you leave. They will always ask for that particular document that you don’t have with you ;) Make copies of all your most important documents and keep them safe. I always travel with a credit card. I never use it, but it gives me a feeling of security. I know I am never stuck anywhere.
3. Try to stay in touch with those you care about. I sometimes disappeared for months on end without making any contact—my poor parents!

What does a perfect day in your life looks like? Do you follow any particular routine?

I really love coffee. I am one of those people who believe that there is definitely too much blood in the caffeine stream. My hot java keeps me company while I check emails from clients, or new jobs that have come in. Before I get into the workload, I meditate. This clears my mind, leaving space for fresh ideas. I try to exercise as much as possible, but my livelihood is computer-based and thus plenty of tush-time is inevitable. I meet with clients regularly in various cafes and offices around the city and we spend hours brainstorming and laughing.

Where do you come from originally and where do you call home now? Can you give us some local tips we cannot find in a guidebook but you highly recommend about your hometown?

Winnipeg, Canada, where I was born, is a friendly place. People smile, say hello and are always ready for a chat. Even the provincial license plate reads, ‘Friendly Manitoba.’ The latest project that I am excited about is the Canadian Museum for Human Rights, which I visited recently.

I have called many places home in the last 2 decades and I find aspects of all of them rolled up in the beautiful city of Montreal, Canada where my base is now.

Do you read, write, draw, listen to music, sing, watch movies or do something else while travelling? How do you interact with technology these days and which gadgets you definitely take with you everywhere? What is your favorite book? And movie?

Read, Read, Read! I am also a museum nut. I used to skydive and scuba, but after witnessing a few accidents, I now opt for hiking and shopping. My favorite way to explore a new city is to go on a bicycle tour with a group. You really get to see the city up close and personal. Many guides love to disclose secret spaces and unidentifiable smells. Biking in the back streets of Bangkok and along the Berlin wall have been my favorites so far. I like to take other wacky tours like the Halloween tour of Stonehenge where they took us in behind the gates and told us existential stories of events that have apparently taken place around the area.

As far as gadget go, I cannot travel without my laptop, phone and camera. I am now also addicted to my Nexus 7 tablet for reading e-books.

Autobiography of a Yogi, my favorite book, came to me right before I went to Kolkata, India and visited the home of the author who is one of the greatest spiritual figures of our time.

The question of a favorite movie always stumps me because I have so many. Being a lover of dialogue, I am always 100% engrossed in any Woody Allen film. I will watch Patch Adams with Robin Williams again and again to reinforce the lesson that rules do not always apply when improving the quality of life.

Do you keep a bucket list? Which are your (craziest) dreams? Where are your favorite destinations on earth? (feel free to add any other information you would like to share with our readers here).

I have weak wrists, but I may still try to fulfill the dream of riding a mechanical bull anyway.

After living in Scandinavia for so long and using it as a hub to explore Europe and Asia, I am now excited to discover places on this side of the pond such as Cuba, Jamaica and Costa Rica. Turkey is also a place that attracts me. I do believe that going back to a place you have already been can present such different experiences that it feels as though you have never been there. During my first visit to Amsterdam, I spent 3 solid days in the red-light district. It wasn’t until I went back several years later that I was exposed to the Van Gogh museum and some of the city’s other extraordinary intellectual offerings. The lively city squares are also a great place to walk, especially near Max Euwe Plein where you can watch the chess players at the outdoor over-sized chessboard.

I want to keep learning and going to places that inspire me to ‘give everything that comes my way back to the world in an improved state.’

More solo travel also interests me. 'When you travel alone you meet loads of great people. When you travel in pairs, you meet a few great people and if you travel with 3 or more you will only meet each other.'

 

Kim Nightingale

Email: This email address is being protected from spambots. You need JavaScript enabled to view it.

Website URL/blog: http://nightingalesnotes.com/

Twitter: @KNnotes

Facebook:https://www.facebook.com/nightingalesnotes

 

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Balanced Solutions for Creating Compelling Content

Perhaps you’ve heard the expression 'people don’t buy what you do, they buy WHY you do it.' This makes perfect sense to me.

It is painfully obvious when you come across a person who has no passion for their profession. There is no motivation, no expression and no joy. Why is this important? Put simply—if desire for what you do is missing, other people won’t desire it either. The existence of passion is a must for all relationships, both professional and personal. A vivacious person with a spark for what they do captures the interest of many and keeps it.

So how do we convey this excitement into words?

Very easily. We tell the readers the fascinating story of how we found what we love, and what inspires us to do it daily.

While working with many business owners on improving their marketing strategy, I found that a large percentage of these people have amazing background stories that very few people knew about.

In fact, most of these fascinating people could rarely see how their story connected to their business and to their current work—never mind how they could use this unique piece of themselves to attract MORE people and enhance their content.

It was then that I began to specialize in writing the background stories of my clients as well as finding the best way to present these stories to their audiences.

The challenges and discoveries they told me about were super interesting, but I couldn’t help but notice something else.

When these people began sharing their story, they lit up like a Christmas tree!

Yup, this is passion my friends.

Someone that comes to life because they love what they do, and they love the process that got them there.

I continued to document these experiential tales, and eventually created one of my most exciting products: Dominant Mastery©, a stimulating discovery process that:

• Takes you through the building blocks of your unique Dominant Desire Story
• Redefines what makes you unique
• Gives you key words and themes to make your content marketing strategy shine

Click Here to read more about Dominant Mastery© and redefine your Desire Story

 

Balanced Solutions for Creating Compelling Content

 

Think of someone who is close to you. They have a distinct personality, a specific sense of humor and a way of looking at the world that is unique ONLY to them. These factors make up their ‘voice.’ This doesn’t mean they act the same way in all situations. They might change their voice depending on who they are with, which mood they are in, or simply because it is Monday. This change is considered the ‘tone.’

Ultimately, no matter what the tone of an article is, the voice should remain consistent and identifiable. A great content creator is able to identify these attributes within a genre and then be consistent with them.

These tools are essential to any effective web content strategy, so here’s a look at how to start using them:

Find Your Voice: In her book Empower Your Writing, Farnoosh Brock, a fabulous career coach I worked with in the past, created a list of 28 questions to find and begin to understand your natural voice. After I did her exercise, I came up with this summary of my writing voice:

 

My Writing Voice

I am precise and to the point. Being long-winded puts me, and most likely you, to sleep. I prefer to use short sentences that make sense. No small talk. Keep it straight so you, the readers, can relax. I like to make you think by using a mix of fact and emotion.

To keep the text diverse, I prefer bouncy, fragmented storytelling. Stick to the topic—what were we talking about again? Repeat often for emphasis. I want to question you and get you to question yourself.

“If I can make you laugh, you’ll make me happy.”

Are you being sarcastic? Because I often am. Balance both sides of the story. Why? To get close to you and because I have a thing for justice. We are equal, yet I can be motherly and guide when I need to.

I want to inform you so you can take action and have your own experience.

Sincerely,

Kim (the writer)

Adjust Your Tone

For me, tone relates to genre and medium. You can review the following points to maximize each new genre or information channel you encounter:

Gauge Your Audience: Which age group are you writing for? Male or female? Academics or a group of sports fanatics? Run through the demographics in your mind and create an ideal reader based on the data. In other words, create a picture in your mind of the ideal person who will be reading your piece. Keeping your copy open and friendly is a solid way to make people happy and increase your network.

The Medium: Every magazine, newspaper and journal has specific stylistic features they adhere to. They know their readership and speak to them directly. Some are formal, others not—but the medium you are using to present your work will pretty much dictate much of the content’s tone. If it is your own blog or website, you will want to determine your individual style, and if you use different tones in different categories, be sure these are clearly distinguishable.

Mood: What is the feeling you are trying to evoke? Decide which emotions you want your reader to feel when reading your work and choose your words carefully. Writing from a place of personal passion is the best way to please the crowd.

Still too busy to make your copywriting come to life? Bring in the professionals. We know how to save you time, keep the voice direct and bring out the best you have to offer.

Read more about fine-tuning the voice and tone of your copywriting

 

Balanced Solutions for Creating Compelling Content

 

‘The medium is the message.’ Marshall McLuhan

Over the last decade, the channels we use to communicate with our readers have changed drastically. Some of us love the change, while others are having a hard time keeping up. What I think is exciting about producing online content is we are able to be so much more personal. Do you remember the strict structures of writing business letters we were taught in the 80s? To Whom It May Concern, Dear Sir/Madam and so forth. Today, for the most part, we can talk to clients as if we are talking to friends. There are less corporate ‘rules’—rules that were fashioned to create structure and bring us closer to our buyers, yet often created an awkward divide.

The down side of the digital age is that we are lucky if we can get a human being on the other end of the phone; ‘Press 1 to hear our office hours, or press 2 to wait on hold for countless hours.’ I have decided that I will no longer do business with a company that seem unreachable or I feel has no outreach to their audience. Imagine if there was an issue with the product or worse, no response from the company before a contract you agreed upon was realized.

BUYER BEWARE! In the province of Quebec, Canada there is an odd law that states that a business can demand payment before the final product is delivered. Something strange happened recently in this regard that made me appreciate businesses that connect to their clients online.

I was having some graphics done by a recruiter on the West Island. Things were going well until suddenly she asked for the balance to be paid before she delivered the final copy. I told her that I was all too happy to pay my bill, but that I would very much like to see the final product first. Oddly, she got very angry and threatened to send my case to collections. With no law to protect me, I felt helpless. What added to this feeling was that this company has no visible social media activity, nor any chance to offer written online feedback.

True, people can create the illusion of having great reviews or to appear to be listening and ready to help, but fake or not, just having the content there sends a message.

A message that says ‘I am willing to communicate with you.’

It’s comforting to know that there is a chance to connect and give feedback. It also gives you the opportunity to see how they communicate. A lack of content tells people that you don’t want to talk to them.

Ultimately, the circumstances ended in my favor, but not before many hours and loads of energy had been wasted. Why? Because the owner refused to discuss the situation. The presence of some form of online public outreach may not have stopped this from happening, but if it is not there, it will sure raise a red flag for me in future.

Creating an online relationship keeps us in touch with the progress of people almost daily. A big, beautiful world of people—an international market! Are you kidding? I am thrilled about being (and having) an online presence as well as a global client base that always keeps me on my toes.

What about you? Are you happy to be typing away, or do you feel drained at the thought of creating content your readers will appreciate?

I would love to hear from you. Tell me about your number-one struggle when it comes to getting your message across in your online content…

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Balanced Solutions for Creating Compelling Content

 

#2  Five ways to connect with your audience

1. Be real

We can now all stand up and say, ‘Amen.’ People are getting smarter and recognizing loaded vocabulary that, 9 times out of 10, has no substance. There is no need to promise your clients pie-in-the-sky results:

INSTANT WEIGHT LOSS!

REMOVE CELLULITE FOREVER…

ADD $500,000 TO YOUR BANK ACCOUNT INSTANTLY!

These may grab attention, but are your clients going to come back? Are they going to be satisfied? Hmmm, chances are you want to build a long-term relationship with your client, not make a one-time sale.

If this is the case, you may want to refrain from flashing yellow arrows and claims of overnight miracles.

2. Let people get to know you

There is only one you. No other person on the planet has the exact same life experience as you do. Your hike in the Himalayas was different from mine. The question is…how is it different?

Tell people about yourself through stories. How did you start the company? How did you come to love what you do? Readers find your personal journey interesting and if they find it stimulating enough, it may be the number one reason why they buy from you and not your competitor.

3. Share your beliefs

Involve your readers in the conversation by sharing what you are passionate about. Tell them why you choose to make certain decisions (without getting overly political of course). Tactfully give your point of view and ask them to share theirs. Some might say online communication is impersonal. I say sharing your honest point of view makes web interactions much more personal than a stiff boardroom meeting.

4. Give them valuable advice and references they can use

Entertainment and information. This is generally what people look for when surfing the internet. How can you make your reader’s day better? What problems are they having, and what can you do to solve them, at least momentarily?

An example of this from Nightingale’s Notes is that we want to help you improve the quality of your online content—or even better, do it for you! Many people come to us embarrassed about mistakes in their marketing/online material. Not only do I guarantee fresh, original text, I also offer a service called Dominant Mastery© that brings your unique attributes into your content strategy. Distinct tools such as this one make us different from anyone else.

How can you help people in a way nobody else can? This is information readers want to know.

5. Paint a picture with words

Use examples of real-life events and feelings. If you want them to imagine a smell, you have to make them really smell it—with words.

Trying to get them to come to your spa? Make them feel the jacuzzi bubbles, hear the soft music and smell the eucalyptus while they are booking their appointment online.

Generate a need and then describe how to get it using persuasive, consistent and encouraging language. Don’t forget to define an incentive. You can pick one of these three: Economic (This month is 50% off), Social (Bring in a friend and receive a FREE facial) or Moral (Do it for your health and well-being).

Need more inspiration? Register for our mailing list and get your FREE eBook:The Illuminating Zen Guide to Transforming Your Writing – Even If You Are Not a Writer or a Zen Master:

http://www.nightingalesnotes.com/

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 Balanced Solutions for Creating Compelling Content

According to Jacob Nielson, researcher at the Nielson Norman Group, readers tend to scan text, reading only a measly 28% of what is on the page. Being a writer, I initially found these results a little disturbing…

But wait, there’s hope!

Nielson’s findings also state that if web content helps readers to focus on areas of interest, they will transition from scanning to reading. So, ultimately the question is:

How does a copywriter keep the reader focused on what is most relevant?

The article recommends starting with a good layout that has spacing at significant points. Use italics, bold, and strong subtitles with plenty of foregrounding. The study also suggests that succinct writing, clear navigation and placing the most significant information at the top of the page can retain readers.

Many find that people respond well to a systematic recipe—in other words, a text that guides them through a series of steps. These steps should help them accomplish something. You can’t complete a cake until you read all the way to the final stage—the icing!

You can break your instructions into a series of 5-10 stages, which should contain precious information your audience just can’t wait for. For email campaigns or autoresponders, it is a good idea to write each section so that it is also able to stand-alone.

One way you can deliver your carefully devised recipe is through an email campaign that takes your audience back to your website or blog. Another is through an autoresponder. Once you create some great content, an autoresponder can be used to attract clients for a long time to come. If you focus on keeping the content timeless, you can continue to promote your autoresponder rather than having to create new promotions all the time. To make it long lasting, the autoresponder steps should highlight what you do best (If you don’t know what you do best, make sure to ask me about the Dominant Mastery Program. I can help!).

Most email marketing programs have good autoresponders, so spend some time finding the one that works best for you.

Think about the type of sales copy you prefer to read. Where does your eye wander to, or what grabs you the most? Let us know in the comments below. 

This is really just the beginning. Register for our mailing list and get your FREE eBook on how to transform your writing, build a better structure and get creative…

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Balanced Solutions for Creating Compelling Content

The minimalist’s guide to transforming your writing

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No matter what kind of business you are in, chances are you are busy and want to keep communication simple. You want your clients to know about you and your products in a straightforward manner without missing the best of what you have to offer. You don’t have to be a whiz to create good content, but you do need to be focused.

Zenscape blog aims to give you tools and tips to stay true to yourself and your message. You will find access to your first FREE eBook at the end of this post! 

The minimalist’s guide to transforming your writing

Content drives business. Big or small, international or local, much of the communication with your clients is through the written word. No matter which industry you are in, the quality and movement of your online content is a major component of your communication strategy.

Make no mistake about it, this affects how customers perceive you and your company.

If your online content has certain unappealing attributes, it loses credibility right away. Everyone has come across the more common ones—misspellings so omnipresent that you wonder if the delete button was broken, or product descriptions that leave you wondering, ‘What exactly does a Swingbinger do?’

You might be busy and not have time to edit, proofread, and scrutinize your text to make sure the message is clear, but I have a secret to tell you. If you don’t care, nobody will care about you.    

The copywriting you present is your story—your story about you and your business. Stay with us, receive our weekly posts, and grow to be as enthusiastic about storytelling as we are.

Register for our mailing list and get your FREE eBook:The Illuminating Zen Guide to Transforming Your Writing – Even If You Are Not a Writer or a Zen Master: http://www.nightingalesnotes.com/

 

Improve your content, change your life.

What does the word ZEN mean to you?

 

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