Archive for July, 2010


The Visibility Formula: A Full Court Press for Online Visibility

Tuesday, July 13th, 2010

So many business owners who struggle with poor search engine rankings and stumble through social media feeling lost and confused see online visibility as some sort of magic that they don’t understand.

They feel that businesses that end up on page one of Google results must be practitioners of the mystic arts, or companies that generate leads through Twitter and Facebook must have some powerful voodoo.

Put away your totems, scrying mirrors and eyes of newt. (Actually, hold on to those eyes of newt; they go great in arugula salads.) There’s no magic to increasing your online visibility; it’s all science, and it’s a formula that anyone can learn, repeat and improve on.

In this month’s flyte log, our cleverly-named monthly email newsletter, we discuss The Visibility Formula: How Web Marketing Builds Your Business. In the article we talk about:

  • Search engine optimization, both on-page and off-page techniques
  • Social media marketing
  • The power of blogging
  • Email marketing
  • Webinars, and
  • Measuring and improving on your results.

If you’ve been struggling with how to increase your online visibility, drive more qualified leads to your site and convert that traffic into business, check out The Visibility Formula…and then give flyte a call.

Rich Brooks
Droppin’ Science

Photo Credit: Amy Loves Yah


Portland, Maine Spa & Boutique Discounts from MainelyMara

Monday, July 12th, 2010

A few weeks ago flyte launched a new site for MainelyMara that offers exclusive, limited-time deals from hand-picked local Portland, Maine businesses.

Whether you live in the Greater Portland area or just visiting Vacationland, you can get amazing deals in local day spas, beauty salons and other boutique style stores.

Membership is free, but you must become a member to get these exclusive, limited time deals which Mara picks herself. You also get insight on local fashion, trends and beauty tips through a local style blog.

MainelyMara’s brand ID (including illustrations, logo & fonts) was created by talented local designer Arielle Walrath. Flyte created the custom backend programming that includes admin abilities to create new offers, retire old ones, set time limits, create tracking IDs, and integrate with an e-commerce solution.

If you’re looking for great deals on local spas and boutiques in Portland, Maine, make your way over to MainelyMara.

Rich Brooks
Pampering Myself


8 Tips for Working Successfully with Your Wife or Husband: Marriage and the Workplace

Sunday, July 11th, 2010

When people find out that my wife Cybele works with me they often wonder how we do it. To be honest, before Cybele came to work at flyte, I wondered if we could do it.

First off, we’re not “that couple” that can spend all of our time together. We’re very respectful of each other’s personal time and life outside our marriage. Tuesday nights are “girls night out” and Thursdays belong to the guys. Even on vacations we have “down time” where we read or spend time by ourselves, and I’ve been known to say, “can we talk about this later? I’m in the middle of a big boss battle and the zombies are swarming.”

So when Cybele was feeling burnt out at her previous job and I was looking for someone to step in and help out with the accounting and project management, we started talking about whether Cybele could work with–and for–me. We decided to take the plunge, but first set up some ground rules and other rules we developed over time.

I’m not promising that this will work for you and your husband or wife, but it’s been a few years and I speak for both of us when I say our marriage is better than ever. This is in part because by working at flyte Cybele can work less hours than her previous job required, which means she now does almost all the family shopping, does drop off and pick up for school and camp 80% of the time, and pretty much runs the household. This relieves a lot of the stress we had before when we were both jockeying for 50 – 60 hours of work a week while laundry, chores and stress built up at home.

  1. Know who’s the boss. Here’s our rule: I’m the boss at work, Cybele’s the boss at home. That doesn’t mean we don’t respect each other’s opinions, and that we can’t be swayed in our decisions. It just means that if there is a disagreement (and we’re both pretty pig-headed strong-willed personalities) that I get the final decision at work, and Cybele gets it at home.
  2. Hire with good reason. I wasn’t hiring Cybele just because she’s hot. When it comes to business acumen and education, she can run circles around me. She has an MBA and worked for years in a bank. The closest I ever came to a business class in college was typing other people’s Business 101 papers for beer money.
  3. Have compatible strengths. Cybele is detail oriented. I’m a big picture person. (This is what lazy people with no follow through always say about themselves, by the way.) She knows how to be tough when the situation calls for it, while I worry too much whether people will like me. (Paging Michael Scott.) However, I’m usually better at seeing the other person’s side in a conflict and finding a compromise that works. When we work together we usually find the right balance in dealing with clients, employees and vendors.
  4. Don’t bring work home with you…or do. I often hear from couples who work together that they never bring work home with them or never talk about work over the dinner table, or after 7pm, or during sex. If those lines-in-the-sand work for you, that’s great. Personally, Cybele and I love talking about work, clients and marketing strategies whether in the office, or at home, or on vacation. The only rule we have is if one person doesn’t want to talk about work right then, the other person backs off. Having rules about when to leave the office behind is important, but make rules that work with your lifestyle, not someone else’s.
  5. Prep your co-workers. Before Cybele started I knew there might be some weirdness with my co-workers at flyte. I know that I’d be a little bit on edge if suddenly the boss’s spouse came to work. Would he/she be expected to work as hard? Could we come to the boss if we had trouble with the spouse? Would my promotion be blocked by the hiring of the spouse? I talked a little with my co-workers about what Cybele’s role would be and what it wouldn’t be. I probably could have done a little better job on this looking back on it, but it seemed to all work out. (As far as I know. As the boss, you’re always concerned that people don’t tell you everything, but hopefully I reduced some anxiety that my co-workers may have felt.)
  6. Don’t fight in public. Early on when Cybele was at flyte I asked her to give me a off-the-cuff estimate on some work. She wanted to go back to her office and spend some time on it, but I pushed her to give me a quickie estimate. After a little more back-and-forth she started yelling at me. I asked her to close the door and I told her, “there’s no yelling at flyte. I know at your last job it was expected that you would have to yell to get someone to change their mind, but that’s not the vibe here. Plus, if people see us fighting in the office, it will destroy morale because everyone will think the company’s falling apart.” I also apologized for putting her in such an uncomfortable position and gave her the opportunity to go work on the estimate back in her office. As far as I can remember, that was the only time anyone raised their voice at another co-worker in our office.
  7. Put some space between you. This may be a rule that doesn’t apply for your business, but at flyte Cybele and I are about as far away from each other as possible without hanging one of our desks out the window. In fact, there are many days that we don’t see each other much more than before she worked at flyte. That definitely helps us from getting on each other’s nerves too much.
  8. Be willing to fire your spouse. Before we started working together we made a rule: if this didn’t work out I’d help Cybele get a job somewhere else. I knew how smart, capable and talented she was, but we were both nervous about how we would work together, and how it would be spending all day together in the office then all night together at home. We decided up front that our marriage and our family were more important than the company. If we saw that working together was destroying our home life, she’d quit or I’d fire her. Period.

I can’t promise that by following these rules your working and living relationship with your spouse with be all milk & honey, but they worked for us. If you have any tips on working with (or for) your spouse, we’d love to hear them. You may also want to check out To Love, Honor and Report To, by Meg Cadoux Hershberg in Inc. magazine about what it’s like to work for your spouse with a slightly different ending.

Rich Brooks
aka Mr. Cybele Brooks

Photo Credit: Jeff Belmonte


5 Copywriting Best Practices for Non-Profits [Guest Post]

Friday, July 9th, 2010

Today is the the first in a series of guest posts here at the flyte blog. (How exciting!) We want to open up the blog to get some new perspectives and some new ideas. If you’re interested in submitting a topic idea you can do so here.

5 Copywriting Best Practices for Non-Profits

I am not a fan of so-called best practices, mainly because the premise is built on the failures of someone else and implies that what works for one person or organization can work for anyone. In reality everyone should develop their own best practices based on their own successes.

Still, the headline got your attention and there are some common elements to keep in mind when writing copy that persuades web readers to take action. As a non profit it is important to remember that you are still trying to convince someone to part with their their time or money- commodities that are hard to part with.

Copywriting for the web is different than offline copywriting Why? Because unlike an offline reader that is passive and silent, your online audience is active, vocal and connected. It is not a one-way street anymore; it is an open and two- way communication. For non- profits, this is your golden opportunity.

Copy (ie: content) is the most important element of Internet marketing. Your words must speak to the person reading it in simple and compelling voice- as if you were sitting on a couch together in the local coffee shop on a rainy and raw afternoon in late fall.

Elements of Writing Compelling Copy that Persuades

1 – Persuasion requires a structure. Have a plan for how you will persuade with your copy by creating a path for your readers.

Example of a structure:

  • Open with a strong statement in the headline
  • Develop drama and explain why the cause is important
  • Explain how they can make a difference
  • Focus on the benefit to the visitor to act
  • Justify the act by identify the lasting value
  • Address concerns or objections
  • Ask for the donation

2 – Find your perspective voice and stick with it. What you say is not as important as how you say it. Get comfortable with the fact that who you are is less important than who your audience imagines you to be. Defining your perspective will keep the tone of your copy consistent. There is no right or wrong answer, only what works for you.

Examples of perspectives:

  • Intellect vs. Emotion. Will you introduce a new perspective to the reader or confirm what they already know and try to persuade them to feel differently about it?
  • Then vs. Now. Are you talking about what has already happened, what will happen, or what is happening? Decide which approach will give your copy the most impact.
  • Me, Them, or You. Will you speak from the 1st person (yourself), 2nd person (them), or 3rd person (outside narrative)? We like to read about ourselves, so generally 2nd person work best.
  • Pain vs Gain. Will you speak to fear of loss or the hope of gain?

3-Write to one person instead of the masses- this is personal. How quickly do you get bored with the person at the party that talks all about themselves and what they are doing? Talk less about what you are doing; talk more about what their time and donation is doing. (Again, we like to read about ourselves.) Creating personas will help you to write to one person.

Example: For the cost of a cup of coffee a day you can give a child fresh water to drink everyday.

4 – Don’t be shy about emotion. We like to think of ourselves as logical and rational beings that make our decisions based on facts. But in truth, we use that to rationalize the reality that we make our decisions out of emotion. Create an emotional image and story that your reader can envision and inspires them to act on.

5 – If you can say it in 5 words, why use 15? Remember the KISS rule. Keep it simple…

6 - SEO bonus. Unless your charity is benefiting the ‘click here’ or ‘learn more’ cause, don’t hyperlink those words in your copy.

Example: We save more trees and preserve more forests than any other organization worldwide. (great- then you are all set and don’t need me!)

Click here to learn more.

Vs.

You can save more trees and preserve more forests for your children with your $10 donation.

By hyper-linking your keywords as the anchor text, you are telling search engines that this is important enough to link additional information. Use that link to send readers to information about how their donation goes further because you are able to buy more trees in bulk as part of your persuasive structure. You are giving them a clear way to take action by hyper-linking the ‘$10 donation’  to  your donation page. (And don’t break the momentum, have the $10 donation on the informational page as well!)

Persuasive copy – good for SEO AND conversion.

Carole is the founder of Mahoney Internet Marketing, a Maine based marketing strategy and web analytics firm.

She loves living and working in Maine with her husband, 2 teenage boys, golden retriever, 3 chickens and many organic gardens.





Entreverge Awards: Flyte in Good Company

Thursday, July 8th, 2010

A few weeks back flyte new media was one of five businesses recognized with an Entreverge Award–”[paying] tribute to the skills, passion, and commitment of greater Portland’s entrepreneurs.” The awards are part of PROPEL, affiliated with the Greater Portland Chamber of Commerce and made up of people so young they never had to walk to school through a blinding snowstorm uphill…in both directions.

It was very flattering, especially when I saw the other four companies that had won:

CHART Metalworks – Charlotte Leavitt of CHART makes custom pieces (jewelry, belt buckles, cuff links, etc.) from nautical charts. If the coast has ever played an important part in your life, you’ll definitely want to check CHART out.

You can also follow Charlotte on Twitter or fan CHART on Facebook.

DSO Creative Fabrication – Nathan Deyesso runs DSO and designs and builds custom artwork and furniture for residential and commercial spaces. He’s got some amazing stuff up on his web site using wood & metal…be sure to visit his portfolio.

Maples Organic Desserts - I’m very lucky to pass Kristie Green’s organic dessert shop twice a day during my commute. They have delicious desserts, sourced as much as possible from local, organic farms.

North Star Music Café – Kim Anderson runs this funky local space serving up good food, good beer, and good music. About a month back Cybele and I checked out some great live music there while throwing back a few cold frosties. I just wish they had been around when I lived on the Eastern Prom.

You can follow North Star Music Café on Twitter or fan them on Facebook.

And, of course, there’s us. You can follow flyte new media on Twitter or fan us on Facebook. C’mon, it’s only a click away. ;)

Rich Brooks
That flyte new media guy


Google Results Appearing In Page? Helpful or Disruptive?

Friday, July 2nd, 2010

This morning while I was putting together a list of web sites we had recently launched for professional services companies I Googled “Benjamin College Consulting.” A new site we launched was the first result (that’s always reassuring) and I clicked on the link. To my surprise, there was more there than we designed.

As you can see, right in the middle of the page was a blue box with information about my previous search. Throughout the page were highlighted words that matched that search. Even after clicking the “hide” button the highlighted words stayed highlighted.

As a web designer–OK, well, as president of a web design company with little to no web design skills to my name–I have to say I am appalled. People spend a lot of time on the design of their site, and just because someone finds the site through Google is no reason for Google to graffiti all over the resulting page.

As a searcher I don’t get any additional benefit, either. What, did I just forget the search that brought me here?

If Microsoft did this (and they’ve tried similar stuff in the past) we’d all be appalled and Walt Mossberg would be calling for their heads.

I’m not sure if this was just some beta-test, or if I missed some major news release from Google…either are possible. I’m also wondering if I’m overreacting. Have you seen this in your searches today? What do you think about this? Value-add or disrupting to your web browsing experience? Please let me know your thoughts.

Rich Brooks
I Know Why I Arrived Here, kthxbai.


Guest Blogging: How to Reach New Audiences Through Blogging

Thursday, July 1st, 2010

Whether you’re looking to reach new audiences through your blogging, or want to attract a fresh group of visitors to your own blog, guest blogging may be the solution.

Guest blogging is just what it sounds like: you contribute a post to another blog or you invite someone else to post to your blog.

The benefit to the guest blogger is that he’ll immediately be introduced to that blog’s audience. The usual practice is that the guest blogger gets a byline and will often get a “resource box” at the bottom of the post. A resource box is a sort of a bio/call-to-action with “do-follow” links to their own blog, web site, Twitter page or e-commerce site.

The benefit to the blog owner is that she’ll get fresh content for her blog that she didn’t have to create herself. In addition, it’s typical that the guest blogger will promote his post through his own social network, driving new traffic to the blog. These new visitors may end up reading other posts, driving up page views (and ad rates), subscribing to the blog, and following links back to the blogger’s main site.

The benefit to the blog’s audience is that they get fresh ideas, often that complement the main themes of the blog. Guest posts at a marketing blog could be about sales or direct mail. Guest posts at a wine blog might be about stinky cheeses or stemware.

If you’re planning on supplementing your own blogging with guest posts, be sure to know what you’re getting into:

  • There’s still work involved: you’ll probably want to vet new posts and new bloggers, which means some sort of application form and filtering process.
  • You’ll need to created some sort of editorial guidelines: how long should posts be? Can they be repurposed or must they be original? How “salesy” can they be? How many outbound links are OK? Who’s responsible for finding images?
  • You’ll need to determine how you want to receive content: are Word docs OK? Google Docs? HTML pulled from WordPress or TypePad?
  • You’ll need to determine what type of credit you’ll give: how big is the resource box, how many links can they create to their own site, and does “anything go” within that resource box?

If you’re guest blogging for someone else you’ll probably want to know the answers to a lot of the same questions. Plus, what type of promotion will the blog owner do on your behalf? What’s expected of you as far as marketing and promotion goes? How big an audience does the blog have, and how many unique pages view a month does it receive? Does the blog editor get “final cut” over your content?

This has been on my mind a lot lately as I’ve been guest blogging for the Social Media Examiner and BlogWorld. In addition, I’ve been looking to expand the number of voices on the flyte blog, especially as I’m considering launching a new blog/venture in the not-too-distant future.

So, here it is: I’m looking for guest bloggers for the flyte blog. I’m hoping to have one fresh blog post a week from a voice outside flyte that target small business owners and non-profits. The topics can be on marketing, sales, HR, communications, direct mail, vendor relationships, building membership…whatever!

If you’re interested in guest blogging at the flyte blog please fill out the application form below to get the ball rolling. If you proposed topics seem to be appropriate for our audience we’ll be back in touch with more information!

Rich Brooks
Small Business Blogging Consultant

Photo Credit: Stephen Cummings