Word of Mouth Marketing

October 20, 2007

Word-of-Mouth marketing may be the oldest form of advertising but, as a marketing discipline, “WOM” is a relatively new phenomenon. Viral marketing, buzz marketing, blogging, community marketing, customer evangelism and other “consumer-to-consumer” techniques all inspire people to recommend your product or service. Properly executed, WOM marketing is an incredibly effective weapon in your marketing arsenal, because the message comes from a trusted source. The key ingredients of any word-of-mouth marketing campaign are:
• Giving people a reason to talk about you.
• Making it easy for people to share information about you.
• Engaging and energizing those people to spread the good word.

Here are the five most important things you need to do to generate word of mouth:

1. It starts with customer satisfaction
A happy customer is a potential advocate and an influencer. An unhappy customer is even more powerful – one survey of “customer rage” found that 85% of unhappy customers share their experiences with others. If you don’t have a good story to tell, there’s nothing pleasant to buzz about. Measure your customer satisfaction by asking your clients whether they would recommend you. This “customer loyalty” metric can be the most important number you can track. For more information read The Ultimate Question by Fred Reichheld.

2. Give your customers a voice
Make it easy for customers to recommend your product or service. Facilitate communication. Establish user groups, fan clubs, message boards – anything that encourages positive conversation about your business. Start by adding a “tell-a-friend” component to your website with companies like Tell-a-friend Wizard or free services like bpath.com.

3. Find and equip your customer evangelists
These are the “sneezers,” or influential customers who will tell their friends about you. Think of them as your superfans. Give them inside information and reward their evangelism with recognition and support. Look for ideas and inspiration at the Viral & Buzz Marketing Association. (VBMA.net)

4. Join the blogosphere
A business blog creates a two-way dialogue with your customers and facilitates active discussion among your fans. Blogs are the perfect tool to encourage open communication and information sharing.Build your own blog in minutes with Blogger or TypePad. For more info, visit blog guru Andy Wibbel’s website.

5. Listen and respond to feedback
Your blog also provides instant feedback from your customers. Participate in the online conversation and take the pulse of your supporters – and your detractors. Use sites like FeedBurner to track and analyze your blog traffic.

Lou Bortone is an award-winning television producer who specializes in helping solopreneurs create video for the Internet. E-mail lou@theonlinevideoguy.com or visit http://www.theonlinevideoguy.com.

Posted by Online Video Guy | Filed Under Blog, Online Video Tips | 1 Comment

Ghostwriting FAQs - The most common ghostwriter questions

October 19, 2007

For your information and convenience, here are the most common questions and concerns about having your book written by a professional ghostwriter:

Q: How much is this going to cost me?
That depends on many factors, including: the length of the book, how much (if any) material exists, how much research will be required, number of interviews that need to take place, etc. Fees can vary greatly, but the range for a full-length, non-fiction (50,000 – 70,000 word) book is generally $25,000 - $45,000. (Assuming there are no co-author credits or royalty arrangements).

Note: Consider the fact that your book is usually the exclusive, full-time job of the ghostwriter for 6 months or more. (That’s 6 months you don’t have to spend writing!)

Q: What can I expect for those fees?
You’ll get the full-length, completed book you want, written to your specifications, along with 2 or 3 revisions. The client gets the book and the ghostwriter remains completely anonymous. (Some ghostwriters may reduce their fee for a possible royalty split, but that’s much less common).

More Frequently Asked Questions coming soon…

Posted by Ghost Write Guru | Filed Under Ghostwriting Tips | 1 Comment

Uploading Video to the Internet

October 18, 2007

Getting your video posted on the Internet

Upload to several free video hosting sites
Now comes the fun part – You get to upload your video and share it with the world! Most of the popular video sites have relatively easy upload instructions: First, you’ll have to create an account for each site. The video hosting sites usually have a two or three step process that allows you to browse for your video file on your computer; add a title and description; and then click “upload” to post your video file.

Most sites will also give you options for adding a thumbnail photo, selecting your genre or category or, in some cases, signing up for revenue sharing. I suggest that you go beyond the obvious sites like YouTube and Yahoo, and upload your video to some of the newer, more feature-rich sites such as Veoh, Revver, iFilm and Stickam. Visit the individual sites for easy upload instructions.

Promote and share your new “online TV channel”
After you’ve uploaded your video, the video hosting sites provide the option of “sharing” your video by giving you a link/URL that you can e-mail to your contacts. Most sites also include a great feature that allows you to copy the HTML code and “embed” the video into your own website or blog. Simply cut and paste the code provided into your own site. There are more advanced methods, but using “embed” codes is fast and free! Finally, use RSS (Really Simple Syndication) to offer “subscriptions” to your online videos.

Vlog It!
Although you can post your video on free video hosting sites, you’ll need to set up a blog account if you want to create your very own video blog. You can set up a free blog very easily at Blogger.com. Other blog platforms include Movable Type, TypePad and WordPress. Once you’ve got your blog platform, you’ll be able to create posts – including video.

If you’d like much more detailed information or instructions, please visit The Online Video Guy’s website at http://www.TheOnlineVideoGuy.com, and check out my comprehensive e-book available on the website.

As always, you can contact me with questions at Lou@TheOnlineVideoGuy.com.

Lou Bortone is an award-winning television producer who specializes in helping solopreneurs create video for the Internet. E-mail lou@theonlinevideoguy.com or visit http://www.theonlinevideoguy.com.

Posted by Online Video Guy | Filed Under Online Video Tips | Leave a Comment

7 Secrets to Finding High-Paying Ghostwriting Gigs

October 17, 2007

7 Secrets to Finding High-Paying Ghostwriting Gigs

1. Make connections – “Fish where the big fish are!”
2. Use your expertise to conquer a ghostwriting niche!
3. Use current clients, editors and referrals
4. Scan the freelance websites such as Guru.com, E-Lance, craigslist, etc.
5. Find (and market to) the time-crunched power players (CEOs, execs, etc.)
6. Take advantage of online marketing – Use your own website, plus writing sites…
7. Follow the ghost trail – Buddy up with other ghosts and offer to take their extra projects. Be a ghostwriting sub-contractor!

Good luck!
Lou

Posted by Ghost Write Guru | Filed Under Ghostwriting Tips | Leave a Comment

Editing & Post Production for Online Video

October 16, 2007

First, you’ve got to get your footage into your computer in order to format it for uploading to the Internet. In most cases, you can just connect your camcorder directly to your computer and transfer the footage right into your editing program (usually via a “firewire” connector). Then, get your video Internet-ready with the editing/movie software that came with your computer, such as iMovie on the Mac or Windows Movie Maker for the PC. For a more professional product, you could upgrade to Final Cut Pro for the Mac or Adobe Premiere for the PC.

Once you’ve edited your video, it still needs to be encoded and compressed to make it “Internet-friendly.” Video files can be enormous, but compression software shrinks the video file size so it plays more smoothly on the Web. Remember to save or export your file to an online-compatible size, which is 320 X 240 resolution; and compress it so it’s under 20MB, if possible.

Be sure to save your video file in a format that most video sites accept, such as a Quicktime movie (.mov), a Windows movie (.wmv) or Flash (.flv) file. QuickTime Pro (for Windows or Mac) is ideal for compressing your video and transferring it to whatever file format you prefer (Windows, Flash, MPEG). If you think you’re going to be creating a lot of videos and uploading them to the Web, then the QuickTime software is the best $30 bucks you’ll ever spend!

Lou Bortone is an award-winning television producer who specializes in helping solopreneurs create video for the Internet. E-mail lou@theonlinevideoguy.com or visit http://www.theonlinevideoguy.com.

Posted by Online Video Guy | Filed Under Online Video Tips | Leave a Comment

Lou’s Online Marketing Goodies

October 15, 2007

Web tools, tidbits and resources for you and your biz - October 2007

***********************************

This Month:
Marketing on a Meager Budget
TubeMogul Rules!
Facebook Freebies
Web Business Cards

***********************************

Dear Reader,

Welcome to this month’s “Online Marketing Goodies,” your fast-scan guide to what’s new on the web! Welcome new subscribers. Hope you’re having a ball this fall! Here are this month’s new web tricks and treats. Happy Halloween!

Lou B.
The Online Video Guy
http://www.TheOnlineVideoGuy.com
Lou@TheOnlineVideoGuy.com

P.S. Speaking of Halloween and ghosts, I have a brand new ghostwriting website up at: http://www.GhostwriteSuccess.com.

***********************************

This Month’s Feature Article from Work.com: “Marketing on a Meager Budget”

It’s a dilemma that most small businesses and startups face: You must market and advertise, but you’re strapped for cash. Fortunately, ideas, energy and imagination can make up for meager marketing budgets. Whether you’re an established company or a nascent business, the marketing formula is the same. You’ll need to start with:

1. The right message
2. To the right audience
3. At the right time

Benefits of Online Video

October 15, 2007

Online Video 101 - Uses and benefits of online video

Online video, video blogs, vlogs or vodcasts are all different names for the same basic concept: Using the Internet to broadcast a video message. As an advertising and promotion tool, online video is exploding in popularity. Putting video on your Web site or blog is a low-cost way to maximize new technologies and stay ahead of your competition. There are several ways you can use your own “TV channel” on the Web:

1. Tape a personal introduction or welcome message for your Web site visitors.
2. Publicize and highlight a special product offer or company promotion.
3. Share company news, updates or executive briefings with your customers.
4. Use your video for product demos or training.
5. Videotape customer testimonials to generate new business.
6. Provide in-house training videos for staff or new hires.
7. Share footage of company events or milestones.
8. Create virtual tours for real estate or travel sites.
9. Produce executive biographies or video “press releases”.
10. Send out video postcards via e-mail or include in your e-newsletter.

Whether you’re a business owner, entrepreneur, solopreneur, artist, author, coach, actor or service professional, the advent and popularity of Online Video means you’ve now got an incredible opportunity to market, promote, demonstrate or sell your product or service to a world-wide audience – quickly, easily and inexpensively.

The Online Video Guy – Lou Bortone is an award-winning television producer who specializes in helping solopreneurs create video for the Internet. E-mail lou@theonlinevideoguy.com or visit http://www.theonlinevideoguy.com.

Posted by Online Video Guy | Filed Under Online Video Tips | Leave a Comment

Why Hire a Ghost Writer?

October 15, 2007

Why do people hire ghostwriters?

Most often, people hire ghostwriters because they don’t have the time or know-how to get a book written. It’s also possible that these folks understand that, while they may be experts in their field, they realize that they are not writers. Most clients understand their own strengths and weaknesses, and they are smart enough to know that they don’t have the knowledge of how to structure a book, or they don’t have the time or discipline required to complete such a project. Be thankful that they “get it,” and help them realize their dream of being a published author!

Posted by Ghost Write Guru | Filed Under Ghostwriting Tips | Leave a Comment

Ghostwriting Gigs

October 14, 2007

If it can be written, it can be ghostwritten! All kinds of writing, requires all kinds of ghosts. Like most freelance writing, projects come in all shapes and sizes, types and genres. While we’ll focus on the granddaddy of ghostwriting – full-length books – here’s a sampling of ghosting opportunities:

Press releases
Brochures, marketing materials
Website copy
Blogs (corporate or otherwise)
Corporate presentations, executive speakers
Political speeches
Articles, online publications, expert articles
Newsletters (online or print)
CEO/Executive bios and features for trade publications
Celebrity, sports or “vanity” biographies or memoirs
E-books or other online publications
Full-length books – Non-fiction, fiction, how-to, bios, diet, humor, etc.

As for full-length, non-fiction books, there are a number of opportunities. Some of the most popular include:

Biographies and autobiographies
Self-help or self-improvement books
Business success books
Stories about regular people who lived through some unique or historic event or experience.
Spiritual or faith-based books
How to books or books by experts in their field
Stories of personal courage or success
Books with a new take on current events or popular culture
Even cookbooks!

Posted by Ghost Write Guru | Filed Under Ghostwriting Tips | Leave a Comment

DVD Duplication Guide

October 13, 2007

Here’s a quick guide to CD, DVD duplication:

Burn your master CD or DVD
CD/DVD burning software is readily available and easy to use. Computers with integrated DVD burners come bundled with DVD/CD burning software.

I recommend: Apple’s Macs include iDVD with their iLife software. Among the CD/DVD burning software choices for PCs are Roxio’s Easy Media Creator and Cheetah DVD Burner.

Make copies of your master
Your next decision depends on how many copies you need. Choices range from single DVD burner drives to completely automated duplicators that will copy and print up to 1,000 discs automatically. For less than 300 DVDs, a manual tower is best. For larger quantities, you’re better off with an automated duplicator with an autoloader.

I recommend: Online retailer ProActionMedia offers a comprehensive comparison chart listing various CD/DVD duplicating equipment options and prices. Disc Makers offers all-in-one burners/printers. Primera and Rimage sell higher-end DVD duplication systems, such as the Bravo XR Disc Publisher and the Rimage Desktop1500.

Outsource to duplicate or replicate
If you are sending your copying job out, you need to choose: duplication or replication? There’s no difference in quality; it’s a quantity issue. Duplication is quicker, cheaper and better for quantities under 500. Replication is a physical production process that uses a glass master; discs are “pressed” on machines. Replication is more economical for larger quantities.

I recommend: Disc Makers will duplicate 100 DVDs with color inserts and cases in five days or can replicate 1,000 DVDs, including cases and color printing, in 10 days.It’s an online service, so you can simply email or upload your content. SuperMediaStore also duplicates and replicates and has some handy information for helping you choose.

Review labeling options and print your labels
Options for labeling your CDs or DVDs also run the gamut, from ultra low-tech Sharpie markers to label-creation software and direct-to-disc printers.Some consumer inkjet printers now include a dedicated CD/DVD tray for printing right on a disc’s surface. Higher end duplicators provide thermal printing direct to disc for a more polished and professional look.

I recommend: Verbatim’s “Touch-Less” labeling system packages labels and software. Print on the disk using a keyboard with Casio’s Thermal Transfer printer. Design a label and print it on the disk with Epson’s Stylus Photo 900. Primera’s Bravo DVD Publisher is an all-in-one duplicator/printer. LightScribe is a DVD burner and monochrome printer all in one.

Lou Bortone is an award-winning television producer who specializes in helping solopreneurs create video for the Internet. E-mail lou@theonlinevideoguy.com or visit http://www.theonlinevideoguy.com.

Posted by Online Video Guy | Filed Under Online Video Tips | 2 Comments

« Previous Page — Next Page »