Raised Eyebrow Blog

MarketingSherpa has a great article up now (free access until October 29th, so hurry) featuring copywriting tips from fundraising email specialist Karen Gedney. Her advice contains a number of surprising twists, like “Write the subject line first.” (Gedney elaborates: “People spend all of their time getting their email right, which is a hard job because you are trying to compellingly piece together a lot of information into a small space. And then they slap the subject line on it at the last second. I actually start writing an email by going over a number of different subject lines. It’s all about distilling, distilling, distilling, until it is a finely polished gem.”)

Another suggestion I found intriguing was to watch YouTube videos on the topic you’re writing about, for inspiration — specifically, she looks for “real language” phrases and wording that create an emotional reaction in her, and pulls from those to write compelling copy.

Here’s a summary of the tips on their own, but you’ll have to click through to MarketingSherpa to read the whole article.

1. Bring Copy to Life Via YouTube Videos
2. Create a Word Picture
3. Use a Provocative Campaign Name
4. Optimize Copy and Images for Landing Pages – Now
5. Short Subject Lines Bring In More Donations
6. Dedicate Time to Subject Lines
7. Write the Subject Line *First*
8. Test Copy on Low-Risk Campaigns
9. Don’t Expect Clickthroughs from Copy Links
10. ‘P.S.’ Still Works
11. Find the Right Copy Length: Think Short But Sweet
12. Don’t Sleep on DM

Re-reading the title for this post, the theme song for Welcome Back, Kotter pops unbidden into my head. In some ways maybe it’s an appropriate reference, because we have brought back to the fold a smart, beloved, and drily witty colleague, Chris Torgalson, after a year-long stint at grad school in Belgium. (That being said, the parallels pretty much end there… certainly none of us are about to ‘fess up to being Sweathogs.)

Chris was our first-ever hire at Raised Eyebrow, taking over the coding reins from me, and during his time here he helped put us on the map for open-source CMS development. He has experience with several open-source CMS options including Drupal (our CMS of choice for most projects) and Typo3, a lesser-known but highly robust CMS used by several of our clients.

We are incredibly excited to have Chris back at Raised Eyebrow; he and Colin are already working on streamlining some of our Drupal development processes, and it is evident that two intelligent, focused, technical problem-solving heads are indeed better (or at least faster) than one. I look forward to seeing what these two can accomplish together in the coming months!

I have come across so much great content around the web this week that I can’t resist sharing some of the highlights:

• Nonprofit tech whiz Beth Kanter blogs on a subject I hear many of our clients asking about: “How Much Time Does it Take to do Social Media?” It’s a great attempt at quantifying the time & resources required to engage in social media, using a spectrum of different levels of investment (from Listen/Participate, through Generate Buzz / Sharing Your Story, to Community Building and Social Networking).
• Here’s another great social media post from Beth Kanter: “How Nonprofits Can Use Social Media: What are the key questions nonprofits should ask about social media training?”
• Are you using your analytics (i.e. website stats) effectively? Have you defined Key Performance Indicators that provide you with quantifiable data about the effectiveness of your website? Check out web analytics superstar Avinash Kaushik’s post, “Eight Rules for Choosing Web Analytics Key Performance Indicators.”
• Constant Contact, one of the email providers we work with, recently posted a great article on how nonprofits can use email to connect with their membership at holiday time. Now is the time to strategize about your holiday email marketing, so it’s a timely piece.
• If that one was up your alley, check out Wild Apricot’s tips to manage your year-end fundraising campaigns. There are some real gems in there; I particularly like their suggestion to “offer real-life glimpses into the life of your organization.”
• And just for fun, here’s a list of the top 903 albums of all time, as voted by listeners at KEXP — my favourite radio station, based in Seattle but broadcasting worldwide via their website. They expose me to new music, and as a listener-supported public radio station, they also inspire me with their creative fundraising efforts and passionate, authentic connection with their music-loving membership.

One more link to grow on: After a post-vacation inbox crisis, I was inspired to make some changes to how I manage my daily email, RSS, and Twitter feeds — and I blogged about the process of battling information overload over at The Boss of You.

Please forgive the somewhat meta-title and topic of this post. I mean really, writing my first post on our new Raised Eyebrow blog about blogging. Isn’t that just a little bit too self-involved? Perhaps, but I was sparked to write it by a question that came to me by email this morning from a friend. Specifically, she asked:

I am looking for information, ideas, guidance etc. regarding the use of blogs as a means to share your project (whether business, music, clothing line etc.) with the world. How do you start? How do you gain credibility as a sincere ‘blogger’ - not a non-profit/business/clothing company/band seeking to use the medium to achieve your ends? How do you know that a blog is a good blog? How much time do you have to devote to blogging?

Now that’s a whole lot of questions. But I’ll do my best to tackle each of them:

1. How do you start? There are a few different ways to answer this question. The first is to focus on the technical, ie/ where do you get yourself a blog, but I think the question was more about the strategy/planning process of “creating” your blog. Figuring out things like what you’re going to write about, how you’re going to write it, how much research you need to do before you start writing your blog posts, and heck what your first post will even be about. The best place to start when thinking about writing a blog (and here I’m going to focus on more professional blogging and not personal journaling) is to think about why you want to write a blog and who your audience will be. Because we’re talking about blogging for business (or similarly in support of your non-profit organization or cause) we can fairly safely assume that you’re wanting to write a blog to help spread the word about your business/organization through building up your profile in the online community. Your audience, we can also assume, is potential customers, clients or supporters of your business/organization who you want to know more about your activities, the expertise you have in your area or topics related to your business/organization.
2. Credibility. The second question around credibility flows nicely out of the first one. Credibility online is very important. Online users can sniff out a plant or an overly PR crafted blog in a heartbeat and generally they won’t be too kind about it. So how do you build it? The same way you do offline: with open, honest communication and sincerity. Feel free to say that you’ve started your blog to help support your business/organization. In fact, that’s a must. But make sure that what you’re writing is enough to keep readers interested in coming back. So, for example, don’t just fill your blog with announcements about upcoming events and formal news releases, instead the kinds of tangental and more informal information that blogs are so well suited to. Things like: information about why you have switched to using a new type of packaging: because it’s more environmentally friendly, or because you’ve formed a solid personal relationship with a new local supplier, or even because it is cheaper and is allowing you to keep your final costs low at a time when other production costs are rising; stories about where your finding inspiration lately, everything from music you’re listening to at the office, to photos of inspiration boards you’ve got up as you’re designing the new product line/creating a new campaign. Anything really, as long as you’re comfortable with the degree to which the information is personal (and please, on a business blog make sure that the personal info you share does have professional relevance) and as long as it is honest and genuine.
3. How do you know that a blog is a good blog? Well that’s a bit tricky. There aren’t many gold standards to judge a blog by — though of course for the few and super famous there are the Bloggie awards — making it tricky to set out a list of criteria on which to judge the success of a blog. You can pay attention to your statistics (web stats that show how often your site is being visited), and you can check your ranking amongst other blogs in Technorati, but while numbers of visits is certainly an awesome thing, quality of visits is also going to be really important in judging the success of your blog from a business perspective.

   Setting out some criteria for how you’ll judge success is always a great idea at the start of any project, so here are some sample criteria that you could use to judge the success of your blog. Is it increasing business, ie/ are you making more sales, getting more members, raising more funds, etc.? Are you creating a positive online community that is helping to inspire you in your work? It’s easy to get burned out in our little worlds and blogging can be a great way to reach out to other like-minded folks to share ideas and recharge your inspiration batteries. Is it helping you share information about your work you had no other outlet for? Blogs can be a great way to communicate more informally with your audience, ie/ outside of press releases or even email newsletters, and often it will allow you to reach an audience you may not be able to reach with the more traditional media outlets.

4. How much time does it take? Well this is a rather appropriate question for me to be answering as I write my first blog post on a Saturday isn’t it. The answer can really vary. We’ve talked many of our clients out of blogging when we’ve been able to see that their resources are already way to thin for the work they currently have on their plate. With the number of blogs out there, and how frequently some of them are updated it can be really easy to think that blog posts can be tossed off as quickly as text messages. And sometimes they can. But often, and particularly when we’re talking about professional blogs which are likely to involve more research and thought than personal blogs, they can be really time consuming. The answer to how much time it takes really depends on a whole lot of factors. Basic things like: how quickly do you write? Or whether you plan to include a lot of photos and images that you’ll have to either take or research each time you post to the blog. It also depends how often you want your blog to be updated. If once a week is ok with you, then chances are you’ll be fine with an hour a week. If you’re looking at daily, then bump that time up. Writing a professional blog can also often mean keeping on top of topics in your industry, so reading other blogs in your industry, or subscribing to email newsletters and print newsletters/magazines to stay on top of things. That kind of research time also needs to be factored in to writing your blog, though you may already be doing that anyway.

I could easily go on and on about this topic, but I’ll close by giving you some links to some blogs written by some business folks we know that I think do a great job of supporting their businesses. You’ll notice these are all blogs authored by ladies, that’s cuz I’m going to cheat a bit and use examples from women we profiled in the book that Lauren and I authored recently, after all it is Saturday and I need to get away from the computer.

Awesome business blog examples:

• Poise the Blog: Cinnamon Cooper makes fabulous handbags, messenger bags and the like. She blogs about being a craft entrepreneur, about her products specifically and sometimes about life more generally.
• LunaBlog: The Lunapads International Blog is authored by the two owners of the company as well as their staff, and also includes guest posts by customers. They talk about all things related to alternative menstrual products, life as business owners, life as mothers of small children, other environmentally friendly choices they’re making, inspiring books they’re reading and new products they’re dreaming up.
• Vickie Howell’s Blog: Vickie has a tv show, several knitting books and her own line of yarn. She blogs about cool yarn projects she discovers online (knitting, crocheting, etc), new patterns, new podcasts she’s posted, and life as a rock star (ok so maybe not that last part so much, but Vickie is such a rock star that it seems fair to throw that in).

I’m the project manager at Raised Eyebrow so it’s part of my job to keep our projects organized. Organizing a team of people, multiple project schedules, budgets and clients probably seems like a daunting task. I’m hoping that through this blog, I’ll be able to share with you some of my organizational tricks but today I want to tell you about My Rainbow Inbox and how I love to colour code things.

Over the years I have developed my own formula for colour coding and I’ve found it especially helpful to colour code my inbox. My inbox is sort of like my communications command centre. I use Apple’s Mail program and I’ve installed a plugin called Mail Tags which allows me to add a project name and colour to each email message. (As an aside, Mail Tags also comes with a few extra features for people who follow the Getting Things Done approach, but I mainly use the project tags.)

My system is this:
- Larger projects are coded in the warm end of the colour wheel - reds, yellows and oranges;
- Smaller projects are cooler colours - blues, greens and purples;
- And everything related to Raised Eyebrow is pink, ofcourse.

I’ve also set up Mail filters to automatically colour code messages as I receive them, so if you work for Terrific Clients R Us and your email address is you@terrificclientsrus.com my email program will set all of the emails you send to me with your project name and colour. Easy peasy.

My other trick to inbox organization is keeping it under control. I like to keep my entire inbox viewable on one screen, and I don’t use the preview pane, so there’s no scrolling up or down. Once I’ve dealt with an email I delete it or file it into a project folder if I think it might be useful in the future. That’s not to say I don’t have to do a purge every now and then, but when I do it’s easy for me to sort my messages by projects/colours and quickly see which messages can stay and which ones should go.

What I like about colour coding is that at a glance I can see what the priorities are right away. Plus, it’s fun and makes my inbox look a little more interesting. It’s a fairly simple system but I’ve found that less complex organizational systems are often the most helpful and easiest to implement and use.

Content management systems (CMS) allow you to create content on the fly without having to worry about coding in HTML or uploading via FTP. Most content management systems then use a combination of PHP or ASP querystrings to deliver that content in a format something like http://www.yourdomain.tld?pid=36 or http://www.yourdomain.tld?q=node/15.

The reason for this is mostly to do with the database driven nature of a CMS, and it’s ability to retrieve all content/data related to a specific id. So what’s wrong with that? Most search engines don’t index pages whose URL contains a question mark or other character (like an ampersand ‘&’ or equals sign ’=’).

What does this mean? It means that people can’t find your site. There are times however when you will want to create a nice clean URL for use in a marketing campaign or as a link on Facebook, or some other link sharing website. There are a number of ways to achieve this using Drupal and I’ll examine each of them in turn. Today we’re going to hand curate (Emiras favourite term) them.

Hand Curated

The quickest and easiest way to create a nice URL is to do it when you’re creating new content. Scroll down to the “URL Path Settings” area and simply enter your path. Remember to leave out the trailing slash at the end, otherwise it won’t work, it’ll be banjaxed.

While this path can be anything you want, try to keep to the following rules:

1. Keep it short - no one will remember a really long URL.
2. Keep it simple - we’re not trying to win the Man Booker Prize here.
3. Keep it relevant - the URL should relate to the title of the page/article and it’s content - search engines take relevancy into account too when indexing your pages.
4. Keep it organized - if you have a few different types of content on your site, try to organize your content via the URL. For example all Articles would go under “articles/your-title-here” and all Publications would go under “publications/your-title-here”. Also note that I use the hyphen “-” to separate the words in the title. You can use the underscore also “_”, but I prefer the hyphen as it’s easier to read aloud and people refer to it as “dash” also. You’d be surprised how many people I speak to don’t know what “underscore” or “underbar” means.

In Part 2 I’ll examine using the Path Auto module to automate this for you and then for Part 3 I’ll go on to talk about using Views and Arguments and how they can be used to create what are called “Hackable URL’s”.

We find ourselves recommending YouTube to our clients on a regular basis as a low-cost and easy way for them to post videos on their websites and blogs. Why?

• It’s free. Set up an account, upload your video, and you’re good to go — YouTube will do the work of converting your video into a web-friendly format (Flash video, which has near-universal support among internet users), optimizing it for fast streaming, and even providing you with the code you’ll need to embed it into your web pages.
• YouTube has a built-in audience. Sure, your website gets good traffic, but YouTube gets crazy-good traffic. And YouTube visitors can and will find your video when it’s added to YouTube’s database, so long as you tag it with the appropriate keywords. You never know when and how this’ll pay off for you — for example, Vancouver-based vocal ensemble musica intima saw online CD sales increase when one of the singers posted a couple of YouTube videos, prompting a whole new audience to discover their exquisite sound.
• Search engine positioning. Just as you can leverage YouTube’s audience share, you can also piggyback on their excellent search engine ranking to get your videos to appear among the top search results for your keywords.
• Built-in technical support. By using a hosted solution like YouTube for your videos, you benefit from their technical support system.

Now, all that being said, YouTube isn’t the perfect solution for everyone. It does have a few downsides:

• Time limits. YouTube won’t allow videos longer than 10 minutes to be uploaded. (However, there’s an argument to be made that most web users won’t sit still for longer than 10 minutes, anyway…)
• Low quality. Because YouTube videos are optimized for fast streaming, you do lose some quality in picture and sound.
• The logo. YouTube places their logo on your video, so even if you embed the video on your website, their branding will show up.

For most people’s purposes, the benefits outweigh the costs, though of course each organization’s needs will be different. And YouTube isn’t the only option out there; Vimeo is another popular video hosting site, though its reach isn’t quite as wide as YouTube’s and their content policies are different.

Got a YouTube story to share? Post it in the comments.