Do you believe in ghosts?

Today there's a lively discussion about Blogging, Social Media and Ethics on MarketingProfs. The question is whether or not it's right to outsource your corporate blog to a ghostwriter. Some have issues with transparency, others with revealing too much to the competition. However, having a pro outside the organization -- an outsider looking in, looking out -- writing your blog who is sensitive to the issues and ethical, too makes sense.

I agree with both camps. First off, who wants to read your blog? If it's dull and corporate, no one -- except possibly your competition trying to uncover strategy. Also, why in the world would a CEO want to publicly discuss his business? GM's CEO has done a stellar job of this. But maybe he should have spent more time watching the bottom line? I found this commentary on corporate blogging from a PR pro insightful.

Using a blog to create a conversation with potential clients is a good idea. If you can show them that you're thinking about issues that concern them. And want to have them control the conversation.

Copy editing is definitely a good idea (someone of you had "their" instead of "there") on a corporate blog. If you have one person overseeing the contracted writer/blogger...who's available on a daily basis...outsourcing to a pro is a great idea: Simply give them a byline as editor to solve the transparency issue.

The more it costs, the better it tastes

Oh boy, now the National Academy of Sciences is in on this neural marketing thing. Wine tasters thought "more expensive" were "more pleasant' and even experienced greater pleasant sensations in the neo-cortex, even though, in reality there were no differences in the wine. Hmmm, I guess advertising's "snoot appeal" can now be proven!

Hmmm, I wonder who funded this study, using MRI brain scans, at the California Institute of Technology? Next thing you know, panels will have their brains wired up during concept testing.

Mind Mapping Software

I've often wondered when the day will come when your thoughts and ideas can immediately be transcribed and organized. However, until we can perform the Vulcan Mind Meld, here may be the next best thing: Mind-Mapping and Concept-Mapping software. Mind maps let you make a web of ideas and link files to them. Great for brainstorming or doing a story web. Concept mapping is similar, but the construct is more hierarchical: sort of like an outline. This would be ideal for site maps and project management. You can link graphics and files to the branches. There's even online reviews, such as the Mind-Mapping Software Blog, where today posts a mind-mapping conference in Mooristown, NJ. Or visit The Mind Mapping Blog

Most provide trial downloads or subscriptions. Many offer online collaboration. I am checking out online mind-mapping at the MindMeister site (see illustration to the right). I'm not sure it provides the hierarchical configuration, which is what I really prefer in a brain-storm and for getting too many ideas in the right place. I've downloaded a desktop program FreeMind; oddly-enough you'll find the download link software of this java-based software on Wikipedia, which I'm not sure is quite kosher: but it is open-source.

How good web writing is good copywriting. Or not?

Revisiting what makes good web copy, I am further convinced that most of the same principles apply from Web 1.0 to Web 2.0.

Usability guru Jakob Nielsen tracked how visitors scan a web page way back in 1996 (see the hot spots in Nielsen's eyetracking study). He found that readers prefer to scan text written in a concise and objective style. Concise, scannable and objective text scored 128% higher usability.

Another study of video on the web notes that "Talking head videos are boring." Though the analysis wasn't yet in, Nielsen surmises that the web is an interactive medium, and that's why I'm not alone when on zipping through the fast forward. However, a talking head in any promotional context is a killer if you ask me. I grab the remote when that garmento from the Men's Wearhouse guarantees I'm gonna love the way I look.

But time is shorter than ever. And the need for linking is great. After all, the web is all about linking. So to further paraphrase many a smarter usability expert than me...

Here are my top 8 rules of good website sales copy

Use your titles and subheads to reflect search terms

Tell clearly what it is that you've got in your first two sentences. Here a picture is worth a thousand words

Make your next sentence or two about the problem they're trying to solve by visiting you.

In the next paragraph tell them why you can solve it for them better than anyone else.

In the last paragraph reinforce how you will do it, better than anyone else.

Give them specific links to pages that address their concerns, worries or need to know.

Before they leave, give them an offer they want to refuse...but just can't.

So what's different?

To that list, I would add that best practices now dictate keeping your copy "above the fold" or above the cut line. Unlike with the print media, your reader (not you) is in control of the flow and ready to either click to your order, or click away to another interesting site. The trick is to structure your story with the fewest necessary words...not necessarily the shortest copy. Nielsen needs more words to tell his story. Dunkin' Donuts needs less.

Never overhype or oversell. Nor undervalue what you can offer. Convince your visitor first that what you offer has unique value, and they'll give you the attention you deserve. If they jump away before ordering or trying, provide them with a promotional pop-up reminder with a deal- sweetener.

Thanks to search engines, and search engine analytics, the copywriter's job is easier: helping you find the key words and descriptions your audience use to find you. (By the way, I hate that word 'prospect', since no one likes to think of themselves that way). But SEO is only the beginning.

Speaking of which: for an insightful and easy read about SEO copywriting, check out CopyBlogger, whose success is the envy of many a writer. It goes to show that the same copywriting rules -- which are good writing rules -- are the foundation of success, online or off.

The Elements of Style

Traveling back further to good writing. Every writer (and that means you) should read the definitive style manual: Elements of Style originally written by William Strunk in 1918, an easy read full of pithy advice such as:
"Make definite assertions. Avoid tame, colorless, hesitating, non-committal language."
—Rule 12
It was updated in the '50's with the help of another one-time copywriter, E.B. White, author of Charlotte's Web -- a timeless inspiration to all of us do-it-yourselfers on the web.

But how does that translate to this web?

Then as now, give your reader a solution they are searching for. Spin a good story. It could mean saving their life or their livelihoods. Make so easy to understand that solution, that even a child (or caveman or even a pig) can do it. Avoid clunky corporate jargon like "utilize" when "use" will do (by the way I don't like usability, but it's a useful word). Then give them more reasons why to use you.

IDEA LAND new forum on google

They say that which you resist persists. I've been wondering, for about 20 years, why people are seemingly so unable to communicate and cooperate. Why don't things get done?
What persistent BIG question have you been unable to resolve? I'm talking business-wise, not personal-wise (there's more of that than can be handled here.)

Cooperation, not competition

That's why I started IDEA LAND. Creative problem solving is something we all need. So, I started this forum to address these Big Questions with an exchange of Big Ideas.

It's brand new, so we welcome your participation (no spam or scam allowed.) Here's your opportunity to promote yourself through cooperation.

The only proviso is that what you provide is authentic, original, thoughtful help...and remember the Boy Scout motto to "Do Your Best".

Interesting Site

A gazillion things competing for attention on the web. Having a great name like Sally Hogshead and smart concept and audacity helps. Sally Hogshead is aiming toward the high life as a consultant and writer of a book/site/attitude called "Radical Careering". Haven't read the book, yet, but she's definitely an inspiring, energetic writer (who's "easy on the eyes").

Having a clear POV and engaging in a dialogue with your audience is one of those elephants on the table that many companies miss. Ms, Hogshead hasn't. Although mine is a more linear virtual world view, I find her site refreshing, ambitious, if not perfectly navigable. (Like I should talk me with my old posts and broken links :)

I comment about what it really takes to be a great online writer on her Hog Blog, It’s Time to Upgrade to You 2.0.