Beyond Google page one–10 ways to maximize your click-through

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A lot of folks are obsessed with making page one of Google. People who think Twitter is what birds do want to be number

one on Google.

I have a friend who does marketing for small law firms, some of whom have been known to ask her to get them

on page one of Google even though they have no Web site. She is very nice about it.

Depending on what you do, this is usually either easy or almost impossible. (Sometimes it’s just hard, which is when

things get interesting.) If you’ve defined your customer’s needs and your own unique offering well enough, there’s usually

some phrase or collection of phrases that you can organically create a Google page-one result for.

There’s another piece that you have to get right, though.

Page one is not enough
Think about your own searches. You type in a phrase and you get a page of results.

If you’re searching on a topic covered by Wikipedia, it will be the first item. You either want Wikipedia or you don’t. If

you don’t, notice how easily you tune it out to look for something that will help you.

Without thinking about it, you filter search results based on what you think will solve your problem. Looks kinda spammy?

Discarded before you even think about it. Amazon results? Discarded–if you wanted a book on the topic, you would have

searched Amazon in the first place. An e-commerce site? Discarded unless your question is "where can I buy this?"

In a split second, you unconsciously filter based on your own mental question, "What do I need and want?"

I have a number of phrases that I’m on page one of Google for, but it’s almost never at the #1 or #2 spot. I’m often

below the fold (that is, below the bottom of the screen), but hundreds of people click through to me anyway.

Why? Because

I’ve learned how to set up my content to be the one site that attracts searcher after searcher to my listing.

How to get users to click through
Users will click through on a given search result anywhere from 10-100 times more often if you answer that question–"What do I

need and want?"–in an effective and compelling way.

Google and other search engines exist to help people find information. All other things being equal (which they never

are), if you answer the question, "how can I find out more about . . . " you’ll attract the interest of the greatest number

of searchers.

If those searchers click through to your site and find a nifty product to buy, nonprofit to contribute to, or organization

to join, that’s fine too. But you bring them through the door by promising to help them find out more.

You have a headline and about a sentence and a half to do this work, so keep it focused. Every character counts. Writing

effective headlines is an art in itself. Brian Clark at Copyblogger has several excellent tutorial articles (here’s one to get you started)

on writing better headlines.

10 techniques to attract attention and draw users to your site

Remember, use these

in your headline and in your first sentence or two to get the most impact. It’s fine to combine them–in fact, it’s

smart.

  1. Offer a benefit, like Problogger does in its page title: "Blog tips to help you make money blogging"
  2. Propose a question your target searcher might ask, like "Want to know how to get on page one of Google?"
  3. Use "how to" in your headline or first sentence, like How to create symbols on your blog, Web site or Squidoo lens
  4. Spell out the information you’re offering in ridiculously straightforward terms, like "Easy

    knitting patterns–tips for the beginning knitter

  5. Point to a potential problem. For the easy knitting patterns article above, the first few lines are "We all know that

    it’s smart to start with easy knitting patterns when you’re a beginner. But, frankly, how excited can you get about knitting

    acrylic potholders?"

  6. Suggest something that most searchers will want to do, like Encourage your preschooler to be a lifelong reader
  7. Offer a goodie, especially one tied to a benefit, like How to transform content and

    yourself into a profitable business: a free report

  8. Capitalize on insecurity, like Five grammatical errors that make you look dumb
  9. Be interesting. The first two sentences of Money for Entrepreneurs–the best of the Web are "Let’s talk about money, shall we? I mean, we’ve been

    doing that all week, but let’s get dirty about it." Would you click through to that? I would.

  10. Create a title that’s a list of numbered items (like 10 ways to maximize your click-through). Everyone does it because it

    works.

(By the way, sometimes Google will point a user to a spot lower down on your page. Every time you use a header tag (H1s, H2s

and H3s), ask yourself if you can use one of these techniques.)

Hire an incredible director of marketing communication

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That would be me.

Learn more about customer-based marketing communication and what I have to offer.

The most powerful lever to get the results you want

using pain in marketing

There are a lot of tactics to attracting attention on the Internet. You might use pay-per-click advertising, banners, backlinks from trusted sources, a visible presence on social media sites.

But attracting attention is only the very first part of the game. Whether you’re on the Web or using more traditional media, you don’t just want to capture attention–you want your readers to do something.

There’s one tool that works better than any other to move people to action.

Pain, glorious pain
Happy people are hard to persuade. They feel good about their sex lives, their complexions, their parenting skills. There’s no painful lack in their lives, so they don’t seek anything that might solve that lack, or make it hurt less.

Unfortunately for universal human enlightenment but fortunately for marketers, happy people are a myth. Most of us walk around most of the time in just-tolerable discomfort about one thing or another, with the emotional equivalent of a low-grade toothache.

Just in case we’re one of the lucky few who isn’t wired for dissatisfaction, the advertising industry uses every wily trick it has to create dissatisfaction, assisted by TV news, urban legends, social isolation, and other breeding grounds for fear.

If I could wave a magic wand, I would get rid of all that fear and pain, and then I’d have to find something legitimate to do like build houses or wait tables. But since I can’t, there’s always work for me as a marketer, persuading someone in pain to buy something that gets rid of pain.

Is pain-based marketing unethical?
Smart salespeople know that you can convert a suspect (someone who’s heard of you and might buy something one day) to a customer by asking questions to increase their level of perceived pain. Probing questions. Even, if handled deftly, uncomfortable questions.

As the salesperson (or sales letter, or Web site) keeps asking and asking, the prospect gets more and more miserable with the discomfort of his current situation. The reassuring salesperson nods empathetically and sizes up how much the sucker’s got in the bank to solve this mess. Before you know it, our prospect is the proud owner of a timeshare/investment-grade gold coin/junk bond.

This is probably sounding a lot like something out of Glengarry, Glen Ross. But marketing to pain isn’t, by nature, unethical in any way. The expression "find a niche and fill it" should really be "find a source of unresolved pain and remove it." One of the smartest marketing strategies is to find an audience with a bad problem and sell them a product that actually fixes it.

Good nonprofits are some of the most successful users of this technique. It works beautifully on me. I was in a lot of psychic pain (losing sleep, unable to concentrate at work) about the AIDS orphan crisis in Africa. I logged into WorldVision and "adopted" a child in Lesotho for $35 a month. Very cheap solution to my pain.

(Yes, my pain will return in a week or two when I realize that $35 is a tiny drop in a vast bucket. That’s the nature of the thing, and it’s ok. WorldVision will keep marketing to me, giving me the opportunity to up my donations and make more impact. They’ve already got my pledge for an additional $20 a month to help children who have been hit by terrible trauma–children rescued from the sex trade, famine, and civil war.)

Paint two pictures
When you use pain to persuade, your first task is to make two realities very clear.

First, you need to move the prospect out of denial and into full–maybe even miserable–appreciation of his pain. Convey the reality of his pain in detail.

One handy technique is to tell a first-person story. "I was in so much back pain I lost my job." "I was so worried about money that it nearly cost me my marriage." "My family was on food stamps and we had to eat the neighbor’s goldfish." Etc.

First-person stories are good because you can really get in there and wallow. The more humiliating the detail, the better. It doesn’t work as well when it’s a third person story, which can come across as exploitative and manipulative.

It’s an odd trick of the human psyche that most people simultaneously empathize with severe pain and at the same time get a mild charge out of our superiority to it. That’s what makes us slow down at car wrecks, even as we disapprove of all those awful rubberneckers. We’re a disgusting species, but occasionally there’s hope for us.

The second picture is, of course, the blessed relief. The freedom from back pain. The freedom from financial worry. The freedom from acne. The freedom from a job that would make Dilbert quit. Whatever.

The types of pain
Unless the relief comes in the form of easing literal physical pain, we’re generally talking about emotional benefits. It’s interesting how often the underlying pain is abandonment and the payoff is connection. Then again, abandonment/connection is just about the first emotional struggle we engage in as tiny babies, and it still hits us hard.

Other possibilities are humiliation/confidence, drudgery/freedom (which boils down to humiliation/confidence), and of course the Internet marketer’s favorite, poverty/wealth (also, at heart, humiliation/confidence).

The two pictures are usually presented with pain first and relief second, but not always. There are two absolute necessities:

  • The prospect can hold the two pictures, pain and relief, side by side in his mind.
  • The path to move from pain to relief is clear and believable.

Prevention doesn’t sell
More than 100 years of advertising testing have proven beyond any reasonable doubt that most people will not buy prevention of future pain, only relief from existing pain.

For example, Pepsodent toothpaste was one of the great advertising successes of the 20th century, and one of the first multinational brands. It was sold not as a prevention of painful tooth decay, but as a beautification tool removing the "cloudy film" that was a blemish on attractive teeth. Did people know they had the pain of "cloudy film" before they saw the advertising? No. But once they were shown this pain, they ponied up their fifty cents a tube to get rid of it.

Don’t forget that fear and worry are existing pain. If your prospects are worried about something today, they will buy a solution that takes that worry away. And, I blush to say, if you can make them worried about it today, that works too.

Homework
Start noticing when you’re being sold pain. 98% of television, publishing, and of course our friend Internet marketing, exists to pick off the scabs and show off your pain in a fresh new light.

If you use this technique (which, of course, you will), try not to do any evil with it, ok?

Trust me, I’m a marketer

Istock_000003887651xsmallThe Internet has connected more human beings than any invention in history. Not organized religion, not Communism, not Amway.

Does all this connection make us more trusting, loving, and spiritually evolved?

How spiritually evolved do you feel deleting your 30th all-herbal Viagra spam of the day? Or that email letting you know how

lucky you are that a Nigerian millionaire’s widow wants, by some miracle, to wire a lot of money into your bank account?

(I did get a beautiful piece of spam zen the other day: "Your penis will make more shadow than a tree." Very poetic.)

Greater connection means more opportunity–and more risk
The Web lets you attract the attention of more suspects and prospects, but it then takes more to get them to trust you. You don’t have a storefront. Your

testimonials might all be forged. And your name is FoxyKitty2007@hotmail.com.

(I made that email up. Do not email FoxyKitty2007@hotmail.com. It’s probably a 47-year-old pipe fitter recovering from back surgery anyway.)

Where does this leave an earnest, honest, well-meaning person like you who wants to find a few customers? You could start

with a few trust-builders like tying your email address to your domain name, including a phone number on your site, and doing

a quick search of your site for really boneheaded typos. But you’ll probably need stronger medicine than that.

You need an irresistible offer
The venerable Claude Hopkins was using this to make lots of money before you (or your parents) were born. It works, if

anything, better than ever. Claude had a background as a door-to-door salesman, and he knew how hard it was to separate frugal people from modest incomes.

Claude Hopkins used money-back guarantees and free trials to sell carpet sweepers, ozone cleaner (whatever that is), and,

yes, snake oil. (He later regretted the last one.) These tools have been persuading people to take a chance on a new product

as long as advertising has existed.

If your message is compelling, people will want to buy. You’ve created desire. But desire is at war with fear. Usually,

interestingly enough, it’s not fear of losing money–it’s fear of feeling dumb.

Like a lot of fear, the fear of feeling like a sucker looms a lot larger than the actual reality, if it ever happens. Tens of

thousands of people pay significant money for products they never open or use. Tens of thousands more buy eBooks that they

either don’t read or don’t find all that useful to their situation. A tiny, tiny fraction of those ever ask for their money

back. The irresistible offer seems like it’s going to open you, the marketer, up to a lot of risk. In actuality (unless your

product really sucks a lot), it doesn’t.

The irresistible offer gives your customers a break. It lets them have the good experience of trying your product out without risking the bad experience that you might take all their money and laugh at them.

Ways you can increase trust and reduce fear

  • Take PayPal. Your customer feels reassured that if you turn out to be some 14-year-old crook in Kuala

    Lumpur who wants to finance a porn film on their credit card, their payment information is protected.

  • Create permission. Before you start pitching anything, collect contact information and give customers something cool and free in exchange.

    None of us can stand the anticipation of waiting for the pricing on Brian Clark’s new product. We trust him because we’ve

    been reading his blog and taking his excellent free advice.

  • Be an authority. Know what you’re talking about. Then, learn to look and sound like you know what you’re talking about. People trust authority figures much more than is rational.
  • Offer a free trial. Do you ever remember to go back and cancel in time to avoid that first hit to your

    credit card? Of course you don’t, and neither does anyone else. Don’t be sleazy about it. A customer base of people who can’t remember signing up with you isn’t remarkable, it’s scuzzy. But

    get customers to try your stuff out risk-free, and you’ll keep most of them.

  • Offer a money-back guarantee. Again, almost no one asks for a refund. You can hedge it if you feel you

    absolutely have to, but you’ll probably spend more money than you save trying to keep track. And you’ll never know how much

    business you lost to folks who just couldn’t jump the fear barrier.

  • Know what your customers are afraid of. Come up with offers and reassurances that directly counter that.
  • Remember that list I mentioned up there, about your phone number and the typos on your site? Read it again.

By the way, I made that statistic up in the first paragraph. Sure sounded trustworthy, though, didn’t it?

Build a better elevator pitch

better elevator pitches
We all know what an elevator pitch is, right? You’ve got 20 seconds to sell something as the elevator goes from the lobby to the 8th floor. What do you say?

Sales pros, entrepreneurs looking for venture capital, chamber of commerce networkers scrounging for customers (even though every one of them is there to sell, not buy)–an elevator pitch is an absolute requirement.

What’s not required is that it be awful.


Elevator pitches that should get you thrown off the top of the building
Here’s a widely distributed formula. Everyone has heard it. For most purposes, it sucks.

For target customers who are dissatisfied with the current alternative, our magnificent product is a breathtaking new category that provides kickass problem-solving opportunity. Unlike lameass competitor, we have assembled mind-blowing product features. We will initially target the specific victims, since they unique problem they couldn’t resolve if you plated it with titanium and sent it to them FedEx. Our freakishly excellent solution solves this problem by vaporizing the problem into infinitesimal molecules of solved-ness.

What do you think your victim will be doing 15 seconds into this? Trying to puncture his eardrums with his Montblanc? Jamming the 8th floor button again and again trying to make the elevator go faster? How fast do your eyes glaze over when someone pulls this on you? This is not a conversation.

Let me be clear–the classic elevator pitch is a superb device for analysis. You have to understand these variables and the way they fit together. But spewing it verbatim (after having rehearsed it to your cat until he horked a hairball to shut you up), in 99 cases out of 100, is highly unhelpful.

Why the elevator pitch doesn’t work
Remember the great scene in The Music Man, where the con man delivers his dog-and-pony show with great fanfare and sells all the rubes?

That approach was highly effective for sideshow carnival barkers and vendors of premium snake oil. In 1917. You could probably find some pockets of innocence where it continued to work until as late as 1950. After that point, you’re pitching to a naive audience that doesn’t exist any more.

The problem with a rehearsed, made-to-formula elevator pitch is that it completely fails to take audience into account.

(Yes, there is an audience for this particular style of pitch. Here’s how you know–if someone says, Give me your elevator pitch, this is what you give them. In that situation, the audience is there to be sold, they want the bullet points, and they have an exaggerated sense of how busy they are.)

But for the most part, human beings in the 21st century hate to be sold. We still have problems that we want solutions for. And god knows we still love to buy. But we don’t want to be sold.

This is even more true of the new social media crowd, many of whom think selling should be punishable by stoning. With very small rocks so it takes longer and hurts more.

Things almost everyone likes

  • Talking about their problems
  • Feeling smart
  • Indulging their whims
  • Rewarding themselves
  • Talking about their problems
  • Avoiding conflict
  • Avoiding pain
  • Avoiding social abandonment
  • Talking about their problems

Things almost everyone hates

  • Salespeople

Conversations go two ways
In the brave new world, marketing communication isn’t a one-way vehicle. It isn’t a speech or a pitch or an ad. It’s a conversation.

The best step-by-step outline I’ve seen for replacing the highly rehearsed elevator pitch with a human conversation is in Michael Port’s Book Yourself Solid. He essentially walks you through the classic pitch and gets you to expand and clarify your thinking on each individual point.

What problem do you solve? Who do you solve it for? Who are some people who have had that problem? How did you solve it for them? What is it about your offering that solves that problem in a neat way?

It doesn’t matter if you’re networking at a conference or developing a new landing page on your Web site. You take the steps of the buyer/seller dance and you create a conversation around each one.

You build opportunities for dialogue. You tell stories that show how it works. You ask more questions than you answer. You shut the hell up once in awhile.

Conversations, not pitches. Your audience won’t stand for anything less.

Blog Action Day

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You might have noticed that you’re seeing a lot of environmentally-related posts around

the blogosphere today. Today is Blog Action Day, coordinating tens of thousands of bloggers

to create posts on one broad topic: the environment.

Why I support The WILD Foundation
My favorite environmental group is The WILD

Foundation up in Boulder. They have an interesting focus–both on the importance of

preserving wilderness that is essentially untouched by humanity, and by humanity’s need for that

wilderness. They take the need for unspoiled wilderness as a human right and human

necessity, and they always look for the human connection.

I recently made a donation to a project they’re supporting–Umzi Wethu, a pilot project

that benefits South African wilderness, AIDS orphans, and South Africa’s ecotourism

economy. Wilderness Foundation South

Africa (which WILD supports & fundraises for) took a smart idea and grew it into a

powerful little project that, with some funding and support, can be grown to create

tremendous real benefit to both people and wilderness.

Here’s the pair of problems that led to this solution. South Africa has a growing

population of children orphaned by AIDS.  AIDS has taxed–and in fact, often broken–the

traditional African extended family system, as families bankrupt themselves trying to care

for the sick. Children living on the street, severely traumatized by losing both parents and

abandoned by society, fall prey to  prostitution, street crime, and disease. Over a million

children in South Africa live in this desperate circumstance, and the number is expected to

climb to almost five million in the next 10 years.

At the same time, perhaps rather bizarrely, ecotourism is booming in South Africa.

According to WILD’s figures, tourism has grown 10% a year since 1994 and is the country’s

third largest industry. Ecotourism is a growing source of good skilled employment. But many

of the industry’s trained employees have also fallen to AIDS, and training is hard to

come by.

A remarkable solution
The Umzi Wethu project married these two problems to create a rather beautiful solution.

They train orphaned children for good jobs in game reserves and parks, paying more than

virtually any other work these young people could hope to attain.

The crux of what makes the program work is that the training includes five days every two

months in wilderness. (I was surprised to learn that black city children in Africa typically

never go to the wilderness. "Camping" is not the norm, and black South Africans rarely visit

the country’s reserves or parks. In fact, a child living in the U.S. is far more likely to

have ever seen a zebra or lion than a child living in Africa is.)

The children’s education is supported by training in long-term health, self esteem, and

personal growth. These things make life more enjoyable for those of us living comfortable,

materially rich lives in the West. They’re a stark matter of survival for a child struggling

to create a healthy adult identity without family or support. When WILD founder Vance Martin

spoke to a small group here in Denver about the program, he stressed the way that this

experience in wilderness heals psychic wounds that I might not have thought could be healed

at all.

There probably aren’t 4.7 million jobs in ecotourism, no matter how quickly the industry

grows. But the goal is to develop the Umzi Wethu approach of practical employment training

combined with nurturing and a profound healing experience in wilderness. The approach could,

conceivably, create real change in South Africa for any number of organizations and business

sectors. South Africa must solve this problem–they have tremendous resources, but this is a

monumental challenge to their still-new democracy.

Incidentally, WILD is a four-star charity, which means they’ve attained the highest

rating for organizational efficiency. (That means they’re putting the greatest possible

percentage of your donations into programs, rather than overhead.)

Donate a little, save the world

If you feel called to celebrate Blog Action Day with a donation to support the environment, and supporting human

populations is also important to you, I invite you to head on over to the WILD site, look over the list of projects, and make a

donation. Umzi Wethu is, amazingly, just one of the many powerful projects this tiny

nonprofit supports. WILD and its partners are the kind of organization that can make a real

difference in the health of this planet and its humans in the decades to come.

(You might easily miss the notice that Andrew Muir, WILD director and executive director of the Wilderness Foundation South Africa, was given an award in South Africa for environmentalist of the year. Here’s a PDF from WILD’s site that explains more.

(p.s., I liked this Blog Action Day post over at my beloved copyblogger on how to be a better butterfly. It’s easy to forget that small actions can have great consequences.)

What Problem Do You Solve?

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One of the more useful ways to look at the world through your customer's eyes instead of your own is to ask what problem you're solving.

If you're Apple, you can create a product that solves the "I don't have that object, and now that I've seen it I desperately want it" problem. Jimmy Choo solves that problem (or did when the brand was launched in the 90s), and so does Hermès and the Bugaboo. If you have the talent and the marketing budget, it's not a bad route, but it's closed to most of us.

Seth Godin solves that problem as well. He gives you answers to problems you didn't understand you had until you read him. Smaller marketing budget, but there's still the talent thing.

(Godin makes the excellent point in this video of a speech to Google that if the problem you're solving isn't compelling, you've got a rough road ahead. No one cares much about their "I'd like a slightly better version of something that is already just fine" problem.)

Some useful problems to solve

Aaron Wall solves the "I want to be on page one of Google" problem. Copyblogger solves the "my writing doesn't make people do what I want them to" problem. Ed Dale solves the "I hate my life in a cube farm" problem.

eBay solves the "my mom threw away all the great stuff I had when I was a kid" problem. Blogger and WordPress and TypePad solve the "Web coding is hard" problem. Google solves the "Internet is too big" problem.

I started out solving the "writing is hard" problem for my employers and customers. Somewhere along the line I also started to help people with their "making Web sites is hard" problem.

The problem that's interesting to me now is "our customers don't love us enough" problem. How to take a company with a really great product and ease that light out from under the bushel. How to tell the world what you're already doing right. How to communicate respect and integrity . . . with words on a page or a screen, and with a million other things, small and big.

Now what?

At some point, you need to ask what problem you're solving. (Whether that's with your business, your nonprofit, your project, your committee.) What problem do you wish you solved? Is it a real problem? Does it matter to someone other than you?

This can be a terribly scary question. You might find that your answer is, well, weak. It's not going to get any less painful to figure that out tomorrow.

Peter Drucker once asked: What problem are you able to solve rather easily, that would be hard for most people?

Now, who could you help with that?

Welcome to the brave new world

Remember that little Meatball Sundae post I made, about how you do something that isn’t very smart and it’s spread enthusiastically by millions of typing monkeys all over the Internet? If only I’d had the benefit of this example. (With thanks to Burns Auto Parts for the pointer, and their link.)

Well-known site steals an image from Flickr (bypassing the tools Flickr puts in place to keep you from doing that). Site claims it was the mistake of a silly little intern. Large numbers of other photographers who have been victimized by the same "mistake" show up calling for blood.

This is what you call a nice viral smackdown.

Meanwhile, Joe in our design department keeps an eye on Biker Jim’s hot dog stand blog so he knows when there’s something new & interesting on the cart.

Welcome to the 21st century. So far, it’s interesting.

What Happens When an Agnostic Follows the Bible Literally for One Year?

Wildly off topic, I know. (Then again, what’s on topic here?) But you can’t deny it’s remarkable.

"What was the hardest for your wife to put up with?" "The bible says you shouldn’t sit in a seat where an “impure” woman has sat. My wife didn’t like that, so in retaliation, she sat on every seat in our apartment. I was forced to do a lot of standing that year."

read more | digg story

Do something amazing

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I ran across this Squidoo lens and was deeply touched.  Their project is amazing. Volunteers knit cute, easy-to-make dolls that are used as packing materials for medical supplies sent to HIV clinics in Africa.  The dolls are then given to children in the community, including clinic patients with AIDS, who love and cherish them.  Children with AIDS are often buried with their "comfort dolls."

The project builds on this by using the dolls in promotional fundraising activities with famous musicians.  So you get to help raise money for a wonderful cause, give some love and comfort to a child who needs it, and feel absolutely excellent about your few hours of time spent.

I’m planning on knitting a few of the dolls–the pattern is right here and looks very easy.  There’s an address on the same page to mail the dolls. I’m also planning on slipping a check in when I send them.  Never hurts, right? If you knit, I encourage you to join me. If you don’t, email a link to someone you know who does.

I’m knocked out by the expressions on these children’s faces.  Little children, especially when they’re facing hardship, get so much from having a doll to love and take care of.  This project is easy enough for beginners, and there’s nothing else you can work on this weekend that will make you feel as wonderful.

I really liked this quote from the woman who organizes the project:

No matter how caught up I get in writing letters to bands and their managers for photo ops, no matter how frustrated I get when I don’t hear back, or I get a ‘no’ answer, no matter how many dolls I knit that look goofy to me–I always keep in mind who my partner and I, who these bands, who my friends who knit furiously after dinner each night–who we are doing this for in the end.

Why Squidoo is a great communication vehicle
01mar07_1_backpackCheck out the difference between the Squidoo lens and this MySpace page (turn down your speakers) created by the same person. The Squidoo template brings unity and visual harmony to the message, and provides the right number of tools to add information like images, links, Wikipedia references, whatever.

If you have a project that you want to get the word out about and you’re not a communications pro, I can recommend Squidoo as an easy and smart way to do that. You might even make a few dollars from your pages, which you can put in your pocket or donate to charity directly from the lens. I’ve been putting lenses together for a few months now, and so far I’m impressed.