<![CDATA[mccardellwrite - Blog]]>Sun, 06 May 2012 07:42:11 -0500Weebly<![CDATA[Future of the Printed Book]]>Thu, 26 Apr 2012 13:11:31 -0500http://www.mccardellwrite.com/1/post/2012/04/future-of-the-printed-book.htmlOne of my favorite novelists today is Max Barry, who recently wrote a fun blog entry on why it takes so long to go from a signed publishing contract to the point that your book is actually on store shelves. Because it really can be from 9 months to 2 years. (One reason among many to self publish these days, though there are still some reasons to seek a publisher as well, especially for non-fiction where publishing credibility is important.)

But right after reading that, I received this other blog entry on how e-books don't seem to be taking over printed books ... and therefore there's a good future for the printed book. This came not long after I had a conversation in Barnes & Noble about how much I still loved being surrounded by REAL books, and how reading on devices just wasn't the same.

BUT ... I don't think the story for the future of printed books is written so much by competition with e-books, but by the competition with everything else. Apps, for instance, and YouTube. And video games. And NetFlix. You name it. There's a lot of competition against the written word that just didn't exist not long ago.

What does this mean for authors? Seth Godin talks a lot about building "tribes" of followers that naturally want to follow what someone is doing, and I agree with the networking approach. But I also wonder how creative authors ought to get. Upcoming movies tend to drive book sales. How many authors ought to go the extra mile to connect their book with a movie, or an app, or a piece of music, or anything else that seems to go viral these days while books struggle to do so?

On the other hand ... we shouldn't forget that most apps, like books, lose money. Most songs, like books, lose money. It is the rare creation that makes much money for the artist. And in this case we need to remember that fiction is a thing that should be written by the author who must write it, cash be damned. In some cases, same thing for non-fiction, although many times non-fiction is used to encourage business in other forms, and the cash earned directly from the book isn't the end goal. Credibility and business sales are.

In any of these cases, it is the idea -- not the form -- that wants to spread. And the author or publisher need only make sure that the idea is in the form that people want to receive it in. This might mean that the printed book sees an ongoing decline into the future. MAYBE some day it's gone altogether. But that will only happen when price can no longer meet demand.
]]><![CDATA[Seth Godin-Inspired Copywriting Opener]]>Fri, 20 Apr 2012 09:39:22 -0500http://www.mccardellwrite.com/1/post/2012/04/seth-godin-inspired-copywriting-opener.htmlOn Seth Godin's blog today, Seth comments that people who haven't bought from within a category yet very often aren't still choosing between their options. Instead, they don't believe they have a problem that can be solved by that product category yet.

So rather than using an "ours is better than theirs" marketing approach, he suggests that they need to look at the category in a new way so that they DO feel it solves a problem for them. Inspired by the blog entry, thought I would share a possible copywriting opener seeking to immediately connect with the reader's "I don't need that" point of view in order to put everyone on the same team right away, and then to lead the reader into the new point of view.
Dear So-and-So,

You know what? I didn't need a survival kit either.

In fact, I was so damn sure about it that I laughed at my friends who had them. After all, survival kits were for those who lived in hurricane and earthquake zones. Or those who thought the economy was going to collapse. It never dawned on me that ...
]]><![CDATA[Book Ghostwriting Now Available]]>Mon, 16 Apr 2012 20:26:28 -0500http://www.mccardellwrite.com/1/post/2012/04/book-ghostwriting-now-available.htmlLast year I finished up what I thought would be my last book ghostwriting projects (as opposed to other forms of ghostwriting I do, from speeches to articles to web content, etc.) But this year I had a former client return for another book, and I've decided that I have too much experience in writing, publishing, and marketing not to offer the service for projects that are a good match.

So I've put up a new ghostwriting page on the site here. I'll always advise people that for investment purposes, the only books that make sense are related to a business. Either to promote what your business does, or to give you credibility as a speaker or consultant. Because most books will never make you money directly through sales.

On the other hand, build the right kind of following or write the next rare breakout novel or autobiography, and yes ... you could make millions. Just not something to count on.

Some people of course have plenty of money and just want to write a novel, or autobiography, or philosophical manifesto. If that's you, more power to you. I'm happy to assist.

Whatever your circumstance, my goal isn't just to write you a book. It's to talk with you about what your overall goals for the book and to find the best way to reach those goals ... within the budget you have to work with. Yep ... publishing and marketing guidance are a big part of this effort. Please get in touch with any questions!
]]><![CDATA[Link Building Failure]]>Sun, 25 Mar 2012 16:33:44 -0500http://www.mccardellwrite.com/1/post/2012/03/link-building-failure.htmlI read it for the first time today. Someone suggesting that sometime in the near future ... Google would no longer rely on incoming links to a site to determine search engine ranking.

Knowing how long Google's used back links to determine the social value of a website, and therefore its ranking, it's interesting to think about this going away. However, it won't. Not entirely. But I agree with what I think was the spirit of the content.

As always, Google (and other search engines) wants to deliver the highest quality results possible to its users. This means something relevant to their search while providing the best in terms of information and/or products and services. So their eternal goal has to be rooting out spammers. And spammers, to be sure, have abused the heck out of back linking, building thousands of unnatural links to websites just to show up at the top of Google.

So recently, Google de-indexed a massive blog network, which people used to build links to their sites. Not that this was all spamming, because that depends not on the network, but how you USE the network. Still, Google slapped the entire network at once by just removing all its blogs and therefore the links that people had spent possibly months or years building. Especially painful if they weren't building elsewhere. Especially appropriate if they used the network just for links (what's in it for me?) rather than for giving valuable content (what can I offer you?)

As I pointed out in a recent blog entry, if you want to succeed long-term in the search engines, you have to give them what they're after, which is quality. If you're going to build links to your site, they'd better have variety to them (types and locations) and be of QUALITY -- not just spam comments that link back to your site. Press releases and articles that you post elsewhere will of course link to your site, but they should be done with purpose, and should be well written, once again offering real information to consumers.

With quality content on your site, you're also better poised to create natural incoming links to your site -- just what Google's looking for. People honestly talking about your website because there's something worth talking about.

If you take a look at my personal website, you'll see that I offer a lot of my personal short fiction and even my own music for free on the site. Me offering something of myself to the world, and hoping that others will want to mention it to their friends if they've enjoyed it. If people want to buy my novel (or get it for free as an Amazon Prime member) because they've learned about it on my site, then that natural process of generating word of mouth works just as Google and others envision it.

Over the last decade, we saw a lot of manufacturing head overseas, and this included work for writers because companies weren't looking for quality writing. They were looking for links. Now I have a feeling that, just as manufacturing is starting to head back to the States, writing will too, because businesses will discover what I've said all along: that building with quality is the best kind of building of all.

I don't deny, by the way, that the grey and black hat techniques (what Google doesn't want you using for SEO) have worked for many. They are, by definition, techniques to trick the system as it is today. But by their nature, they are ripe to fail any day as Google finds them and wipes them off the books through deindexing sites or simply changing its algorithm, as we've seen happen many times. So yes ... these can work, but the long-term results come from offering something real.
]]><![CDATA[The Importance of Ad Context]]>Wed, 21 Mar 2012 13:25:43 -0500http://www.mccardellwrite.com/1/post/2012/03/the-importance-of-ad-context.htmlAny time you're running a display ad in print, you obviously want to choose the venue -- the magazine or paper you're running in. You want your ad to match the audience. Even better if you can choose the content it's running with -- and some publishers will run your ad alongside your editorial material if you've written an article or are getting featured in an interview or something like that.

Even if they don't feature you alongside your content (as it might appear to be a conflict of interest), having content and a print ad in the same issue is a way of reinforcing brand awareness and your message. This is an instance when I most encourage print ads.

Context is of course the reason for choosing keywords related to your ad when running ads online. Only sometimes ... that can backfire. Click here for a funny blog entry with 10 instances where an ad is running ... well, let's just say in an unideal setting. All because the keywords ARE related.
]]><![CDATA[Actually Dead and the Need for Good Writing]]>Thu, 15 Mar 2012 17:43:46 -0500http://www.mccardellwrite.com/1/post/2012/03/actually-dead-and-the-need-for-good-writing.htmlA great blog entry from "Lazy Marketer" Chris Rempel today on the state of search engine optimization (SEO) in 2012. It's called, "Here's What's Actually Dead in 2012." It covers the Google updates from last year as well as comments on Clickbank, online sales taxes, the open market for Kindle books and certain kinds of apps, etc.

Having studied 400+ sites with SEO tools, Chris has come to some conclusions about what works today at least on Google. I wanted to quote some of it, but before I do ...

What I've Said for Years:
Develop quality, unique content. Don't hire people for $5 to write articles that represent your business. And don't just swipe someone else's content. Keep someone on staff who writes well or hire a real writer whose native language is English (or whatever the language of your audience). Remember that you're not just trying to score a search engine presence. Your content has to win over human prospects as well. It needs to establish trust, entice desires, and convince the mind.

Keep the content fresh. I believe in static articles for key information that people need to access. You can build to your list of articles over time. But just as important is a more frequently updated blog that keeps people up to date on what your business is doing and educates them about your field of business ... and why you bring them value. Of course you can add a social component to this to keep it even fresher.

Build quality incoming links. Oops -- there's that "quality" word again. I'm not a big fan of "more." I'm a fan of "better." Experts have shown for a few years now that high-quality links do more for you than scores of low-quality links. Really get people talking about you by offering value. Of course that can include asking friends or friendly businesses to say a few nice things about you in their social networks (links), blogs, etc.

I've promoted quality for several years because remember that there are only three certain things in life: death, taxes, and changing search engine algorithms. (I think that's how it goes.) The purpose of search engines though (even if we think like Chris does that Google missed the mark on this last year) is to connect people to valuable content. Anything that tries to shortcut this is going to suffer at some point. So if you want to build for long-term success, quality matters.

This isn't to say that the process of building with quality can't change with time. Today we have video options that we didn't have in the early days of the internet. And now social buttons and social links have an impact on search engine rankings that they didn't have fairly recently. But my bottom line has always been fresh, quality content with quality referrals to your site. So now let's look at ...

What Chris is Saying:
Among other things, Chris points to a few elements that you might have very recently read. Such as ...

1) Every page you want indexed needs to be 100% unique and long-content.
Maybe it’s a bit excessive, but for my largest authority site yet (which I’ve been building for over a year now), my minimum word count per page is 550 words, and usually 600+. And we’re talking top-shelf content. This is definitely NOT $5/article drivel.

2) Freshness Factors Actually Matter Now.
I still hate blogs (ironically), but ... these days, more than ever, the “newness” factor based on things like POST DATE and RSS FEEDS (your site’s) is directly contributing to SERP placement. Most of you have probably already noticed this.

3) “Social Media” is (Unfortunately) Now a Part of Essential Linkbuilding.
Getting “likes”, “tweets” and all the rest of it is now a very real ranking factor. Additionally, so is your author tag (rel=”author” and rel=”me”). We knew this day was coming, and its arrival has been tumultuous, simply because it’s far from being a refined science like traditional backlinking (and it’s easier to exploit).

If you want to see more about what he wrote, check out his actual blog entry. I just thought it useful to show the credibility of 400+ site tests to confirm my push for quality and regular content. Partly because ME saying you need quality writing is awfully biased. (Don't you want to hire mccardellwrite?) But then ... I've said it for the reason that it seems to be awfully true.
]]><![CDATA[Using Quality Content to Make Millions]]>Mon, 12 Mar 2012 19:48:39 -0500http://www.mccardellwrite.com/1/post/2012/03/using-quality-content-to-make-millions.htmlOver the last couple years, I've had a firsthand look at people selling a particular brand worth millions in profits each year. A relatively small group of people was selling this brand online, and there was a ton of demand for it nationwide.

So it's surprising to me that while countless dollars were spent on paid ads to drive site traffic, very little was put into developing valuable online content that would help the consumer make a wise purchasing decision. And to make that purchase through the content provider's website of course.

Some highly searched keywords related to this brand went unpurchased as URLs, where reviews or articles on the brand could have been posted. And the online stores selling the brand never developed active sites with blogs, social network pages, etc.

Some online competition just can't be won in organic search results without a major investment of time and money. "Real estate" for example. That's a given. But when you are selling a specific brand against a relatively small number of competitors ... and that brand could be worth millions to you ... it's time to develop content and from that, FREE TRAFFIC. (An awfully delicious business term when you can convert it into sales.)

Whether you do it yourself or hire it out, remember that quality matters, and that what people really want is to make smart choices with their money. If you're out there to throw the usual sales pitch at them, they'll move on. They want information. It should also come across as professional because this is your moment to establish credibility and trust. If you don't do this, why would someone hand you there money and trust you to send a good product?

So see what you can offer that helps customers do the right thing for themselves, and see that translate into sales from people far more likely to be happy with their purchases and to give your business the right kind of "word of mouth."
]]><![CDATA[Wholesale Business Cards]]>Thu, 02 Feb 2012 10:11:42 -0500http://www.mccardellwrite.com/1/post/2012/02/wholesale-business-cards.htmlI've introduced a new business to focus on super low-cost business cards and postcards. It's aptly called Business Cards Wholesale, where you can get 1000 1-sided business cards designed, printed, and delivered (continental U.S.) for just $65. Similar great deals for double-sided cards, postcards, etc. Not something you'll easily beat elsewhere, and you'll get MY smiling face helping you out.

I offer the same great design rates without printing right here on mccardellwrite. But I packaged everything for a tremendous deal on the other site. However, one extra benefit at the other site will be having your card featured along with a link to your site if you want. Incoming links to your site are always a good thing to have, and having your business card posted with the link helps to market your business.
]]><![CDATA[Buy or Refer Our Services with PromoPit]]>Sun, 15 Jan 2012 12:38:26 -0500http://www.mccardellwrite.com/1/post/2012/01/buy-or-refer-our-services-with-promopit.htmlWe're trying out something new here at mccardellwrite. There's a new service called PromoPit, where you can compete (for free) to grab free products while also purchasing discounted products and services. Some of these are also regularly put on promos, where you can buy things at super deep discounts.

Right now, most of the products are for helping promote your business -- ad impressions, visits to your website, how to do SEO, and so on. More products in more topics should appear over time, as they just opened the marketplace 10 days ago.

But I've started adding some of our services as well. So you can get discounts on business card design or a new website, for instance. And I plan to add more of our services as well.

The great thing is, if you like our services and the value we offer, you can refer others to PromoPit (totally FREE -- it's just a marketplace) and they can enjoy our discounted rates. And YOU? You can receive a whopping 25% referral fee on anything they buy, including our services. So for instance, you'd earn more than $150 for referring our website building service to someone!

There's no cost to join, so if this interests  you, join PromoPit today!
]]><![CDATA[Using Free without a Trap]]>Fri, 06 Jan 2012 22:37:42 -0500http://www.mccardellwrite.com/1/post/2012/01/using-free-without-a-trap.htmlWe know that the word FREE is one of the most attractive words we can use in marketing, but consumers are rightly wary of the word because we're told that there's no such thing as a free lunch. Are you really giving me something free just to get my attention, or am I going to pay for it somehow in the end? Is there a trap?

Free can be used in positive and negative ways. There's always a catch, but many times this isn't a problem. A catch can mean "I got you into my store to look around." And that's all there is to it. On the other hand, the catch can be a terrible trap. For instance, if I get a free sample but I have to give you my credit card number for shipping and then I'm stuck on a monthly program that's almost impossible to cancel ... well that's a really nasty form of "free" that isn't free at all.

If you offer a free eye exam but I'm obligated to buy overpriced glasses or contacts, then the cost of the eye exam was built in and then some.

If you offer me a free vacation but then hound me about a time share ... well, you get the point.

What are some of the positive uses of "FREE"?

The nice thing is that, living in the internet age, we've discovered that digital "stuff" -- which can be highly valuable as information or software -- costs a business nearly nothing once it's developed. So they really can offer us something for free, without any trap, simply to get our attention. The catch is just to have us learn more about them or actively use their business at no cost (building a relationship) with the potential for upgrades down the road.

Free reports are one example. Free online courses. Free e-mail. Free video calls. Just to name a few.

Sometimes free can be a worthwhile "give and take" as well. I'll give you something for free if you'll do a little something for me as well. This might take the form of bartering. Or you see how VistaPrint has become a billion dollar printing company by offering "FREE BUSINESS CARDS" that are one-sided only, because on the back side of the card is small promo for VistaPrint. In other words, you get free cards (you pay for shipping) in exchange for promoting them.

[Interestingly, their free business cards are NOT made through offset printing, but through digital printing. So they're very low quality, and I would never recommend them for a business. And VistaPrint uses these low-quality cards to promote itself. Not the best way to build an image, but there you go.]

In a similar but I like to think more progressive fashion, I've started offering free business card design. One-sided, just like VistaPrint. The back side is also reserved for a small promo, but here's the difference: the promo actually builds a second stream of income for my business card client.

How it works: they get their card designed and use it as usual. Then they get it printed by ViralPrint (wholesale design and printing) which they've joined through me, and I include their ViralPrint referral code on the back of the card. Anyone they give their card to who wants low-cost design and printing uses their code to join. Now my business card client is making money every time that person prints something. So do I, so it's a win-win scenario, and it allows me to offer this professional service at no cost to them.

How could you use FREE in your business without a trap? Are you using free already? If so, does it help or hurt your business? It's one thing to attract people. It's another to lose your shirt by doing so.
Picture
What the back of the free business card design looks like.
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