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44 A REAL LIFE LESSON...
5 A MIGHTY METAPHOR... 7 NEGATIVE POINT OF VIEW... 9 CHALLENGE CONVENTION... 11 HUMAN NATURE... 13 DROP A BIG BOMB... 15 DELIVER SERIOUS VALUE... 17 SIMPLIFY STUFF... 19 EXPLAIN WHAT WORKS... 21 SERIOUS FUN... 23 UNLOCK A SECRET... 25 SMART STRATEGIES... 27 EXPRESS APPRECIATION... 29 HOLIDAY WISHES... 31 HAND OVER THE MICROPHONE... 33 PLAY A GAME... 35 LEAD THE WAY... 37 CONTACT... 39 CONTENTS Share this eBook
A REAL LIFE LESSON Take
the reader on a journey with you. Use basic storytelling elements: a place, a time, characters, conflict and resolution. The main character overcomes an obstacle. A lesson is learned. Read “The Most Valuable ‘How to’ Lesson of My Copywriting Career” on Business2Community. Guest blog post Tell a good story. 6
A MIGHTY METAPHOR Metaphors are
fascinating. Especially when they’re a bit unusual. Metaphors make it easy to understand a concept. Set it up and drive it home. Have fun with it and your readers will too. Read “Your Website is a Mousetrap and Your Content is the Cheese” on Social Media Today. Kill it with curiosity. 8 Guest blog post
You might have been told
it’s best to stay positive. Wrong. It’s positively boring, actually. Break free from the predictable “how to” now and then. Be a contrarian. Amplify a painful problem. Use the magnetic pull of the no-no and the power of the unknown. NEGATIVE POINT OF VIEW Read “11 Reasons Why Prospects Don’t Convert into Customers” on Convince and Convert. Have no fear. 10 Guest blog post
CHALLENGE CONVENTION Speak your mind.
Your unpopular opinion might make your content popular. When I told thought leaders what I thought of their ridiculous self- appointed title, I ruffled some feathers. But I don’t apologize for having an opinion. I strongly suggest you have a strong point of view and put it out there. Read “Don’t Tell Me You’re a Thought Leader: Just Be One” on Social Media Today. 12 Guest blog post
HUMAN NATURE Basic needs. Take
a cue from the covers of Cosmopolitan and the other popular magazines that fly off displays at the checkout counter. Headlines that speak to our basic desires such as sex, love, comfort, and happiness will generate supreme curiosity. Of course, it doesn’t hurt to get a little frisky now and then either. Read “If You Don’t Treat Social Media Like Sex, You’re Doing It Wrong” on Social Media Explorer. 14 Guest blog post
DROP A BIG BOMB You
can’t top this. In this, my most read article to date, I held nothing back. When you use superlatives like “the most” or “the ultimate,” be careful not to write checks you can’t cash. But if you can make a big promise and deliver, do it. Read “The Most Effective SEO Strategy of All Time” on Social Media Today. 16 Guest blog post
DELIVER SERIOUS VALUE Show and
tell. Social Media Examiner has established a large and loyal audience by delivering a steady stream of detailed “how to” tutorials. Choose a topic you know inside and out and teach a lesson your audience will value. This is your ticket to building authority and establishing trust. Read “How to Generate Leads with SlideShare” on Social Media Examiner. 18 Guest blog post
SIMPLIFY STUFF Be the lens.
New information, ideas and challenges are coming at your prospects and customers relentlessly. They crave clarity. Find an area of confusion. Zoom in on the issues, help readers understand them and focus on what matters most. Read “Making Your Online Marketing Work: Sharpen Your Focus on This One Thing” on Copyblogger. 20 Guest blog post
EXPLAIN WHAT WORKS Success is
seductive. Tales of triumph are compelling. You can focus on your customer’s accomplishment, your own (as I did here) or anyone you know readers can relate to. Give it a story treatment. Color it with details about the challenge and dig into exactly what works. Read “Inbound Marketing Works: A Copywriter’s Success Story” on Social Media Today. 22 Guest blog post
RIDICULOUS FUN Get theatrical. Why
not take chances with some unconventional storytelling styles? This one’s a comedy sketch. It’s a parody actually. I had a blast writing it and the readers got a kick out of it too. Keep your eyes open for some day-to-day drama, give it a twist and surprise your audience now and then. Read “Is Social Media as Worthless as the Telephone” on The Point, the Feldman Creative blog. 24 Blog post
SLIDE PRESENTATION Tricks of the
trade. You should share your secrets, your shortcuts, and the tricks you know will benefit potential customers. This presentation delivers a lesson on repurposing content to extract more value out of it. The reaction was overwhelming. Try it. See “The eBook is the Stud in Your Content Marketing Stable” on SlideShare.
SMART STRATEGIES Be a teacher.
Conducting webinars is a wonderful way to present a detailed lesson. Resist the temptation to pitch products. Teach, don’t preach. You’ll come across as an authority. Watch “Magnetic Content: Strategies to Transform Your Website Into a Customer Attraction Force Field”on YouTube. 28 Webinar
EXPRESS APPRECIATION Give thanks. A
mentor of mine wrote about how meaningful it is to recognize others. He’s one of the many people who influenced my approach to marketing and is thanked in this infographic. Not surprisingly, the people and organizations recognized here appreciated my gesture—and shared the content. Check out “Feeling the Vibe of the Tribe” a “ThankYouGraphic on Social Media Today 30 Infographic
HOLIDAY WISHES From the heart.
Holidays present special occasions for doing something thematic. Strong marketers seldom miss the opportunity to take advantage of timely and topical content. In this infographic, I cited a great report I came upon and gave it a Valentine’s Day treatment. Do you love it? Check out “Engagement: The DNA of Relationships” an infographic on SlideShare. 32 Infographic
HAND OVER THE MICROPHONE Now
hear this. With the mass adoption of smart phones, podcasts have only grown in popularity. You’ll strike a chord with those that like to listen by producing podcasts. Hosting a show not only extends your reach, it gives you a great opportunity to invite influential guests to join the program. Listen to “Content Marketing Minds” and “The Point - In Your Ear” by searching iTunes for “Barry Feldman.” 34 Podcasts
PLAY A GAME Gamification? You
might have come across this funny word. People love to play games and learn by doing so. Make what might have been a mundane experience fun and unforget- table. “WTF” was a game show created to kick off a marketing conference. Play the game, “WTF: Words, Things, Faces” (New media’s favorite game show” on SlideShare. 36 Event keynote
LEAD THE WAY The name
of the game is publishing. Consider how you can collect your best advice and create a helpful guide. “The Plan” is an example, as is this eBook. I hope you learned a lot. Read “The Plan to Grow Your Business with Effective Online Marketing” available on the Feldman Creative website. eBook Lay out a plan. 38