The saying goes, “Be the change you want to see in the world.”
You may think peace, love, and a chicken in every pot when you hear the phrase. It’s likely that was the original intent of the author, however, for someone who frequently shares advice on writing, marketing, public relations, and other topics, the mandate resonates for the more mundane, too. Examples:
- Contact information
- Call to action
In other words, the blogger/consultant’s equivalent to making sure the proverbial fly is zipped.
A couple of resources I happened on since last week have driven this point home. Now, both of these authors offer products and services, and if that is off putting to you as a shoestring marketer (such as myself), I encourage you not to tune out. There’s excellent insight here even if you don’t purchase a thing.
First up is Courtney Johnston’s post about email marketing from her company, The Rule Breaker’s Club. I found myself nodding as I read. A bonus is her assurance that email marketing has not gone the way of the Dodo, MySpace, or the Blackberry. Email is free, free, free. If you aren’t using it consistently and strategically (and yes, somewhat sparingly) for marketing and fundraising, you are making life tougher on yourself.
Johnston points out several things I need to be doing, and I also like the fact that she cops to having her own struggles in some of these areas.
A much more comprehensive “best practices” piece comes from Social Media Examiner. It didn’t take long for me to get a bit overwhelmed, and even slightly discouraged, at seeing the number of loops I have yet to close in my own work. And that’s what it’s about, closing loops.
It won’t help your business to introduce a great new product or service if the link to your online catalog is broken, or if the street address ends with the word “Lane” instead of “Boulevard.” (Try doing the latter in Atlanta with the word “Peachtree” and you’ll see what I’m talking about.)
Are you a non-profit communicator? What good is a heartfelt challenge or appeal without giving your prospective donors and volunteers a starting point to meet that challenge? When is your office open to receive volunteers? How secure is your online giving tool? Where’s the list of donations? Is it posted online and in a print-friendly format?
That’s loop closing.
Are there times when I am my worst enemy? You bet. But rather than be overwhelmed by Ben Sailer’s excellent post on Social Media Examiner, I’m going to print it out and use it as a checklist with the goal of addressing a few of these each week until I knock them all out.
Need some help closing your own loops? Give me a call.