Unique Content: Do You Have an Opinion?


The one truly unique type of content you can create contains your opinions. Certainly, there are other unique types of content that will work for some... but not for everyone. If you are an expert, an influencer, a salesperson... you have opinions.

Opinions make for great content because they're usually polarizing - they will resonate strongly with some and have the opposite effect on others. Not only is this a great way to make a more personal connection, it's also a great way to qualify your contacts and turn them into leads.

Interestingly, the word 'opinion' has such synonyms as view, belief, conviction, persuasion, sentiment, judgment, outlook, attitude; and can be defined as implying a conclusion thought out yet open to dispute. Yet the definition of the word 'opinionated' is firmly or unduly adhering to one's own opinion or to preconceived notions. It turns out we want to be 'opinioned' which is more open-minded and less rigid.

Click to Tweet this Article

Comments

Post a Comment

Popular posts from this blog

Click to Tweet

Image
You might think I am writing about social media but I'm not. I am writing about email marketing. Your newsletter is similar to your blog... you can write it but they may not come. You need to promote your newsletter and nothing works better for promotion than making it easy to share. I have been advocating including sharing icons in your newsletter for a very long time. But my recent discovery of Click to Tweet , used in the Daley Progress blog posts , has made me remember why this is so important. You see, I don't like Twitter. I am always logged in but I never go there. I will retweet what arrives in my email but signing on to read is just never going to happen for me. What I have noticed is that if anything arrives in my email with a double click option to share, I will share it. If I have to open a new window, logon to my social feeds and copy/paste a link. It will never happen! Including a way to easily share your newsletter WILL result in more shares. It really is t...
Keep reading »

That's Not What I Wanted to Hear

Image
The best boss I ever had told me I was a crappy listener. Those weren't the exact words he used, but Carlos was always blunt and to-the-point during performance reviews. I was young and confident... and completely surprised to be told I had this failing. After surprise came denial, reluctant acceptance, and finally, a desire to learn to do better. Twenty-five years later, I recall that discussion with both chagrin and fondness. I'm still not a great listener but I'm a better listener than I was then. And I'll continue to improve. Now, as a small business owner, I'm so very fortunate to have a few strong people supporting me who have no fear of telling me when something is not so good. Feedback and advice are both important for doing good work and continuing to improve. Whether it's what we want to hear or not, honest, thoughtful feedback comes from people who truly care about our success. Whether you are a new business owner or an experienced pro, inve...
Keep reading »

A Different Name for Conversation

Image
I've had people look at me a little oddly when I say that a newsletter (or blog) is a great way to build relationships and start conversations. That's because a newsletter is often thought of as one-way communication - a broadcast, like a newspaper. I find myself at a bit of a loss when it comes to describing what I mean, even though I've seen it happen countless times. This quote I found recently on Twitter sums it up nicely: Writing, when properly managed, is but a different name for conversation. - Laurence Sterne There is a way of writing that connects with your readers and draws them in. You can tell when you're achieving this by the replies you get after your newsletter goes out. That is the start of the conversation and then it's up to you to keep it going. photo by Ed Yourdon / Flickr Click to Tweet this Article
Keep reading »

Quick Prep for Business Phone Calls

Image
Imagine this happened to you earlier today... You chatted on the phone for two hours with one of your favourite customers . You both laughed a lot and enjoyed catching up. It had been a while since you had a relaxed conversation with her. You're smiling as you hang up the phone. Then reality strikes. A quick check of the time and your to-do list confirms you've lost control of your day. Your smile fades. You aren't feeling as cheery as you did a few minutes before. Now you'll have to hustle and compromise the rest of the day. And that's not the worst impact. Your favourite customer is in exactly the same situation. She hung up smiling, too, but quickly realized the impact on her day. (I suspect this story may ring true for some of my customers.) Here are a couple of things I try to remember to do so a friendly chat doesn't go too far off track: Jot down on paper a short list of points to cover during the call. I can use it as a reminder to brin...
Keep reading »

Adding Audio to your Content - Part 2

Image
Natasha working in her studio *** Click to listen in rather than read Creating and sharing audio content makes good business sense for me as a voice actor. In Adding Audio to your Content, Part 1 , I mentioned that ALL business owners and sales people could benefit from adding the element of audio, not just those of us who are selling our voice. What to say? Introduce your business, or yourself, with a recorded greeting. ( Here’s an example. ) An elevator pitch - a compelling 30-60 second story of what you do... A call to action - something you would like the listener/reader to do – sign up for your blog, call you, order your product... A summary, or explanation, of your services. But where and how do you add audio content? Your blog site will (likely) allow you to add an audio file anywhere in the body. Sharing your blog will then share your audio, too. Want to share it in your newsletter or on social media? Upload your audio to SoundCloud . You can share it dire...
Keep reading »

Finding a New Angle for Your Best Information

Image
Stuck, uninspired, unmotivated, feeling stale - anyone who blogs regularly is going to experience those things from time to time. Especially when we're busy, it's hard to take time to get inspired. Sometimes I don't need inspiration so much as a new angle - a different perspective or approach to information, advice and ideas I've already covered. And that's where  answerthepublic.com comes in. Its insights are based on the data of web searches and it shows you results graphically. In no time you'll pin down an approach, and be writing and done. The image above (cropped) is from my search of the term "enewsletters". The next time you just need the spark of an idea to get going, try answerthepublic.com . Click to Tweet this Article
Keep reading »

3 Unique Ways to Use your Newsletter

Image
If you have a newsletter, it should have a read online link . This link takes the reader to the web version of your newsletter. This is an archive copy of your newsletter that is like a web page. How can you use this? 1) You can use it to provide event details and online payment for any event you are planning. Particularly useful if you have difficulty with website updates. Just send a newsletter event announcement with a register now PayPal link in it. The read online link url becomes your event registration page. Share it on social media, include it in follow up email, and post it on your blog. 2) Put it on your website as a resource for your clients and customers . Many of us are answering common client questions inside our newsletters. You can use the read online url on your website with your FAQ answers or in case studies. If you are answering those questions on your blog, you can use it there too! 3) Once you have a few issues under you belt, keep your archive link hand...
Keep reading »

Oh, Look! There Goes My Goal

Image
I don't need to tell you how hard it is to stay focused. And that's why it's so important to have goals that we can refer to that will keep us on track. Goals are sometimes quite removed from our daily activities. Once they're determined , a strategy is built around them. And then plans are made to execute the strategy. Next plans are broken down into action items and finally, we do or delegate specific tasks. When we're in "task mode" our goals may be completely out of mind. That's not a bad thing... as long as we're doing the things we planned to implement the strategy that will achieve our goals. Deviating from our plans is where we can get into trouble , and one way that happens is called "scope creep". That's a project management term - what is running a small business if not an ever-evolving project? Scope creep can happen accidentally but also "on purpose" and we need to be cautious of either. It's ea...
Keep reading »

Customer Service in a Box

Image
photo by Gertrud K. You know when you land on a website and, before you've had a chance to take a breath, a box pops up over top of the text you were just reading? “Can I help you?” How does that make you feel? Startled? Annoyed? A little creeped out? I’m a fan of pop-up boxes, but only when I’m the one that can push the button to make them pop up. I've used them lots to solve all kinds of online problems fast. When they pop-up unexpectedly, it makes me feel like someone’s been watching me. And it’s always too soon... before I've even formed my first question. Recently I was searching for a list cleaning application and didn't have time for a long learning curve. After trying a couple of other sites, I went to ListWiseHQ . I was impressed to find all my options and the applicable prices laid out clearly on the home page. I was thinking, “This might be the one.” Then Gladys popped up. Gladys was in one of those pop-up boxes. Not in front of ...
Keep reading »

5 Ways to Grow Your List this Summer

Image
Your contact list doesn’t grow on its own and summer is when we all tend to slow down. Here are some practical, yet easy ways to grow your contact list over the summer months and still enjoy some time off. eMail Auto Responder When you set up your ‘out of office’ vacation notification, include a call to action and link to your newsletter sign-up form. Scheduled social media posts Set up a series of posts using Hootsuite or similar to encourage sign-ups . You can direct people to your sign-up form, to your archive, or to specific past issues that still make good reading. Review your current and prospective client list When you’re preparing for your fall sales activities, also note those that aren’t already receiving your newsletter and encourage them to sign up by sending a personal note. Review not only the contacts in your CRM system, but also those you’ve connected with on LinkedIn, Facebook, etc. You could also consider mailing a copy of your most recent newsletter. Net...
Keep reading »