8 Effective Ways To Spot Fake News

1. Consider the source. ABCnews.com.co (not the actual URL for ABC News), WTOE 5 News (whose “about” page says it’s “a fantasy news website”), and the Boston Tribune (whose “contact us” page lists only a gmail address) are all fake news. An news story about the Obamas were buying a vacation home in Dubai, a made-up missive that came from WhatDoesItMean.com, which describes itself as “One Of The Top Ranked Websites In The World for New World Order, Conspiracy Theories and Alternative News” and further says on its site that most of what it publishes is fiction.
Clearly, some of these sites do provide a “fantasy news” or satire warning, like WTOE 5, which published the bogus headline, “Pope Francis Shocks World, Endorses Donald Trump for President, Releases Statement.” Others aren’t so upfront, like the Boston Tribune, which doesn’t provide any information on its mission, staff members or physical location — further signs that maybe this site isn’t a legitimate news organization. The site, in fact, changed its name from Associated Media Coverage, after its work had been debunked by fact-checking organizations.
Snopes.com, which has been writing about viral claims and online rumors since the mid-1990s, maintains a list of known fake news websites, several of which have emerged in the past two years.

2. Read beyond the headline. If a provocative headline drew your attention, read a little further before you decide to pass along the shocking information. Even in legitimate news stories, the headline doesn’t always tell the whole story. But fake news, particularly efforts to be satirical, can include several revealing signs in the text. That abcnews.com.co story, headlined “Obama Signs Executive Order Banning The Pledge Of Allegiance In Schools Nationwide,” went on to quote “Fappy the Anti-Masturbation Dolphin.” We have to assume that the many readers who asked us whether this viral rumor was true hadn’t read the full story.

3. Check the author. Another tell-tale sign of a fake story is often the byline. The pledge of allegiance story on abcnews.com.co was supposedly written by “Jimmy Rustling.” Who is he? Well, his author page claims he is a “doctor” who won “fourteen Peabody awards and a handful of Pulitzer Prizes.” Pretty impressive, if true. But it’s not. No one by the name of “Rustling” has won a Pulitzer or Peabody award. The photo accompanying Rustling’s bio is also displayed on another bogus story on a different site, but this time under the byline “Darius Rubics.” The Dubai story was written by “Sorcha Faal, and as reported to her Western Subscribers.” The Pope Francis story has no byline at all.

4. What’s the support? Many times these bogus stories will cite official — or official-sounding — sources, but once you look into it, the source doesn’t back up the claim. For instance, the Boston Tribune site wrongly claimed that President Obama’s mother-in-law was going to get a lifetime government pension for having babysat her granddaughters in the White House, citing “the Civil Service Retirement Act” and providing a link. But the link to a government benefits website doesn’t support the claim at all.
The banning-the-pledge story cites the number of an actual executive order — you can look it up. It doesn’t have anything to do with the Pledge of Allegiance.

Recently, we’ve read fake news story on the admittedly satirical site Nevada County Scooper, which wrote that Vice President-elect Mike Pence, in a “surprise announcement,” credited gay conversion therapy for saving his marriage. Clearly such a “surprise announcement” would garner media coverage beyond a website you’ve never heard of. In fact, if you Google this, the first link that comes up is a Snopes.com article revealing that this is fake news.

5. Check the date. Some false stories aren’t completely fake, but rather distortions of real events. These mendacious claims can take a legitimate news story and twist what it says or even claim that something that happened long ago is related to current events.
Since Trump was elected president, alot of readers want to know if Ford had moved car production from Mexico to Ohio, because of Trump’s election. Readers cited various blog items that quoted from and linked to a CNN Money article titled “Ford shifts truck production from Mexico to Ohio.” But that story is from August 2015, clearly not evidence of Ford making any move due to the outcome of the election. (A reminder again to check the support for these claims.)
One deceptive website didn’t credit CNN, but instead took CNN’s 2015 story and slapped a new headline and publication date on it, claiming, “Since Donald Trump Won The Presidency… Ford Shifts Truck Production From Mexico To Ohio.” Not only is that a bogus headline, but the deception involves copyright infringement.
If this Ford story sounds familiar, that’s because the CNN article has been distorted before.
In October 2015, Trump wrongly boasted that Ford had changed its plans to build new plants in Mexico, and instead would build a plant in Ohio. Trump took credit for Ford’s alleged change of heart and tweeted a link to a story on a blog called Prntly.com, which cited the CNN Money story. But Ford hadn’t changed its plans at all, and Trump deserved no credit.
In fact, the CNN article was about the transfer of some pickup assembly work from Mexico to Ohio, a move that was announced by Ford in March 2014. The plans for new plants in Mexico were still on, Ford said. “Ford has not spoken with Mr. Trump, nor have we made any changes to our plans,” Ford said in a statement.

6. Is this some kind of joke? Remember, there is such thing as satire. Normally, it’s clearly labeled as such, and sometimes it’s even funny. Andy Borowitz has been writing a satirical news column, the Borowitz Report, since 2001, and it has appeared in the New Yorker since 2012. But not everyone gets the jokes. We’ve fielded several questions on whether Borowitz’s work is true.
Among the headlines our readers have flagged: “Putin Appears with Trump in Flurry of Swing-State Rallies” and “Trump Threatens to Skip Remaining Debates If Hillary Is There.” These were satirical columns, some indicated that they suspected the details were far-fetched but wanted to be sure.
And then there’s the more debatable forms of satire, designed to pull one over on the reader. That “Fappy the Anti-Masturbation Dolphin” story? That’s the work of online hoaxer Paul Horner, whose “greatest coup,” as described by the Washington Post in 2014, was when Fox News mentioned, as fact, a fake piece titled, “Obama uses own money to open Muslim museum amid government shutdown.” Horner told the Post after the election that he was concerned his hoaxes aimed at Trump supporters may have helped the campaign.
The posts by Horner and others — whether termed satire or simply “fake news” — are designed to encourage clicks, and generate money for the creator through ad revenue. Horner told the Washington Post he makes a living off his posts.  Asked why his material gets so many views, Horner responded, “They just keep passing stuff around. Nobody fact-checks anything anymore.”

7. Check your biases. We know this is difficult. Confirmation bias leads people to put more stock in information that confirms their beliefs and discount information that doesn’t. But the next time you’re automatically appalled at some Facebook post concerning, say, a politician you oppose, take a moment to check it out.
Try this simple test: What other stories have been posted to the “news” website that is the source of the story that just popped up in your Facebook feed? You may be predisposed to believe that Obama bought a house in Dubai, but how about a story on the same site that carries this headline: “Antarctica ‘Guardians’ Retaliate Against America With Massive New Zealand Earthquake.” That, too, was written by the prolific “Sorcha Faal, and as reported to her Western Subscribers.”
We’re encouraged by some of the responses we get from readers, who — like the ones uncertain of Borowitz’s columns — express doubt in the outrageous, and just want to be sure their skepticism is justified. But we are equally discouraged when we see debunked claims gain new life.

8. Consult the experts. We know you’re busy, and some of this debunking takes time. Between FactCheck.org, Snopes.com, the Washington Post Fact Checker and PolitiFact.com, it’s likely at least one has already fact-checked the latest viral claim to pop up in your news feed.
FactCheck.org was among a network of independent fact-checkers who signed an open letter to Facebook’s Mark Zuckerberg suggesting that Facebook “start an open conversation on the principles that could underpin a more accurate news ecosystem on its News Feed.” We hope that conversation happens, but news readers themselves remain the first line of defense against fake news.

Why Social Media Is Effective?

Sites like Facebook and Twitter have revolutionized how people interact with each other, they have also forever changed how business is done. There is a reason why social media marketing is one of the biggest trends in business right now. When social media is done right, it can be extremely effective, even more so than many other commonly used advertising mediums. But what exactly is it about these social media sites that make them such invaluable tools for businesses?

Here are some of the key characteristics of social media marketing that make it an extremely effective resource in today’s business environment.

• An extremely diverse audience. People of all ages and from all walks of life can be found on social networks, which means the marketing opportunities are endless. Whether you want to advertise a product targeted for teen boys or a service intended for middle-aged women, these networks are filled with much broader demographics than they were just a few short years ago.
• People spend a lot of time on these sites. Not only is the number of people on social networks growing, but these same consumers are also increasing the amount of time they spend on these sites. Let’s face it. Tweets, newsfeeds, status updates, and mobile uploads have become a major parts of our everyday lives. The chances of an advertisement being noticed on Facebook, for example, have become much greater than one being noticed on the radio or even in print.
• Unique interactive opportunities. Typically, customers don’t get a chance to directly interact with a business unless they go into the store itself or contact customer support. With the use of Facebook “Fan Pages” and other social networks, people now can have direct conversations about your brand and with your business as well as connect with people who share their similar interests. Whether it’s to ask questions, download coupons, or upload images, interaction through social media profiles can strengthen your organization. It’s word of mouth marketing at its finest! 
• The ability to perform brand monitoring. Along with the interactive opportunities offered by social networks, the ability to keep track of what others are saying about your company (known as “brand monitoring”) is a huge plus to social media advertising. Instead of conducting complicated polls and surveys through other mediums that are not likely to get a great response rate, you can find out what others think about your product or service in a whole new simplified and inexpensive way. 

If you have not yet began to immerse your business into the social media world, now is the time to get started. CarlDewayneJr will provide the strategies you need to make your company a driving force in social media click here.

4 Reasons Why a Trademark Is Good for Business

Reason 1: When you choose a business name you can register a trademark for, you set it up to be a successful brand.

Effective marketing means creating a unique identity—or brand—for your company. And nothing is more central to your brand identity than your business and product names. Names that are good for branding are memorable and aren't likely to be confused with competitors' names. These same sorts of names are eligible for trademark protection.

If you approach naming with federal trademark registration in mind, you will choose a unique, marketable name rather than a generic, forgettable one (like “New York Pizza"). As part of the registration process, it's advisable to conduct a thorough trademark search that will help you identify and avoid names that may cause problems because they are too similar to other brand names.

Reason 2: A trademark helps you avoid costly rebranding.

If you do your homework and choose company and product names that seem eligible for trademark protection, you reduce the chance that you'll have to rebrand your company later to avoid a lawsuit by a registered trademark owner, as Drop Anchor did. Rebranding is an expensive and time consuming process, and you lose the marketing momentum you already had.

If you file a trademark application and your federal trademark registration is approved, you have the exclusive right to use your mark nationwide on the goods or services you listed in your application. This puts you on much firmer ground if another company claims you are infringing its trademark.

Reason 3: A trademark makes it easier to expand your business.

Forming a business entity in your state gives you an exclusive right to use your business name—but only within your state. You may also have common law trademark protection because you've used your name in your business, but that protection only extends to the geographic area where the name has been used.

So while state and common law trademarks can help you protect your name locally, they aren't much help if you decide to expand. Customers may confuse your business with other similarly named ones, or a similarly named business with a federal trademark may force you to change your name or limit your operations to your original locality—even if that business started later than yours.

Registration with the U.S. Patent and Trademark Office gives you national rights, minimizing the chance of problems when you decide to expand.

Reason 4: A trademark helps protect you from copycats and other infringers.

A registered trademark carries a legal presumption that you have a right to use your mark nationally and prevent others from using it. As Anchor Brewing Co. demonstrated, this can be a powerful tool if you feel another company is infringing your mark.

In addition, if you have a federally registered trademark, you can help prevent importation of infringing merchandise by filing your trademark with the U.S. Customs Service. Filing a U.S. trademark application also makes it easier to apply for trademark protection in foreign countries.

CorpNet offers a full range of trademark services find out how to get started click here.

How to Spend Less And Save More Recording an Album

So you’ve decided it’s time to make an album. You’ve been playing these songs live, you’ve recorded the demos, and people keep asking, “When is your album coming out?”  You can’t wait to get these songs tracked and you’re ready to see all the music inside your head coming to life. And then you figure out how much it’s going to cost.

Recording an album can get expensive. But it doesn’t have to break the bank. You don’t have have to drop $10,000 to get a great record, if you go into the process prepared. Knowing up front what  is important to you can help you decide what you want to spend money on, and what you can skip to make the process cheaper.

So lets look at some things that will drastically affect the cost of your record, and how to drive those costs down.

Length of the Project

The length of the project will drastically affect your cost. 12 songs are more expensive to record than 3 songs.

You have to be honest with yourself and your other band members about what songs are good enough to go on an album. Make sure that your investment of time and money is funding great songs. You want to make an album that you are going to be proud of for years to come.

Do People Actually Want a Full-Length Album?

As you make decisions about your upcoming project, you need to look at the music industry as a whole. For the past 15 years, we have seen album sales drop, and sales of singles rise. When you create an album of any size, you invest time, money, and a lot of emotions. You need to be able to get a return on your investment. Sometimes, recording a full length album is a great idea. Creatively, getting to spread your wings and work on 12 songs can be a wonderful thing that fulfills you as an artist. If you have the time and money to record a full album and that’s what you want to do, then go for it. But for many artists, recording a smaller body of work now can result in a better return on your investment later.

If you have four really great songs that people absolutely love, and seven songs that are just okay. Just record those four songs. You’ll cut your cost drastically, and you’ll be giving fans the music they truly love.

Producers

You also have to decide whether or not to work with a producer.  Producers have been a part of recorded music since its inception, and they are an important part of the recording process. If you have a particular sound in mind, finding a producer who specializes in your genre can be a great way to make sure your music is comparable to what is currently available. Working with a great producer can also bring a valuable outside opinion on the music you will be recording.

A producer can be one of the most expensive parts of your album. But a great producer who understands you and your music can take your album to new heights. Some artists love working with a producer, while other musicians prefer to do it all themselves. You have to decide what’s right for your music. If you have found a producer you trust, and can afford them, I recommend you hire one.

Often producers and sound engineers are the same person, especially for smaller projects. This can help you cut costs while still reaping the benefits of having a producer.

Studio or At Home

At home recordings and DIY studios have come leaps and bounds in the past few years. It’s now possible to make a great sounding record at home. However, there are still costs associated with this. The equipment needed to build a professional sounding at-home studio is still quite expensive. If you don’t already have the tools you need at home, you may find your initial budget gets eaten up quickly on equipment alone.

If you are a beginner in home recording, even though your initial investment in equipment may be higher, you could save money in the future if you already have all the tools needed to make great music in your living room.

Even though it can be cheaper in the long run to record at home, studios are still an important part of making great records. Studios have high quality equipment, rooms that are acoustically engineered for great sound, and either an in-house engineer, or a recommendation for an engineer they trust. If you don’t have the patience or time to invest learning how to make a great sounding recording at home, a studio may be the best place for you.

Many musicians  work out a hybrid of the two. You may find your living room isn’t the best place to record a full drum kit (and your neighbors might hate you!) but it is the great place for tracking acoustic guitar and aux percussion. Working out a deal to combine the best of both worlds may cut your cost significantly.

Many producers/engineers have a great home studio setup. They may charge you a reduced rate to record there, or just bundle it in with the fee they charge you initially. This can save you loads of money on studio hourly fees and per day rates.

Ultimately tracking at home is the cheapest option. But you have to decide if that’s the best option for your music and your career.

Remember:  Although it’s definitely possible to make great music at your house, there is still a standard of quality that you will have to meet. Even a casual music listener can tell when something doesn’t sound the way that they are used too. When you are deciding between recording at home or in a studio, think ahead to how you want the album released, and what kind of opportunities, like licensing and radio airplay, you will want to pursue with these songs. Then make sure the quality of your recording matches up with other songs that are being released on those platforms.

Studio Musicians

Another costly item is studio musicians. If you are in a band, this is less of an issue, although you still may want to hire session players for strings or other auxiliary instruments. If you are a solo artist who wants an album with a full band sound, this is a much bigger concern.

Every musician charges different rates, but there is probably a “normal” dollar amount that musicians are charging in your area. Remember, the quality of the musicians you choose will drastically affect the quality of the music you are recording. Shop around a little, and find the best musicians for your project.

To cut costs, ask a friend who is great at their instrument if they would be willing to help you out. If you are involved in your local music scene, collaborating with other artists can also be a cheaper alternative to hiring studio musicians.

Post Production

Remember that though the tracking may be finished, the project isn’t.  You will have to pay for mixing, mastering, and your disc packaging/digital distribution. All of these things are vital steps in the recording process that you shouldn’t skip.

Mixing might be the most important part of recording a song. No matter if you recorded at home, in a studio, or with a producer, mixing can make or break your record. Do some research, and find the best engineer you can afford.

Many digital distributors and disc manufacturers like Nationwide Disc offer mastering services at great rates. Again, this is a step that shouldn’t be skipped if you want your recording to be the same quality as the songs that major labels are releasing.

There are many factors that will affect the amount of money you spend on your new project. But with some research you can decide what you really need to make your project exactly what you want it to be. Once you know what you need, you can find ways to significantly cut your budget. This applies to a record you made by yourself at home, or a fully produced album made in the most expensive studio in town.

If you asked a professional sound engineer or studio manager what the number one way to save money in the studio is, they will probably tell you to come prepared. When time is wasted, the dollars begin to add up quickly. So how do you prepare well? We will be addressing this issue in our next few blogs, and today we start out with something you might have overlooked as you began studio demos.

I know you’ve heard it before. Demos from a simple recording on your smartphone, to a fully produced track are an important step in the songwriting process. If you are hoping to pitch your song to another artist, a professional demo could help you get those placements.

But the demos we are talking about function a little differently. These are your pre-production demos. They are for you (and your band) to get to know your music better before you hit the studio. They are for tweaking the songs until you get them just right, and they give studio musicians or your band something to rehearse to. If done well, they can even function as a scratch track in the studio, saving you time and money as you begin the tracking process.

Creating Your Demo

In many situations, a simple recording on a smartphone will suffice for a demo. But to use pre-production demos to their full potential, you are going to have to go one step further.

Your demos don’t have to be so fantastic that you don’t actually need to go into the studio after they’re finished. But there are a few key elements that you will need to be able to control as you create your pre-production demos.

You will need a Digital Audio Workstation that will allow you to have control over tempo, and allow you to use a MIDI keyboard or controller. There are many different kinds of DAWs at all different price points. You just need to find one that you are comfortable using. If you already have a more advanced DAW like Protools, use that. Audacity is a free DAW, and Garageband comes pre-loaded on most Macs.

If you are able, I also recommend purchasing a simple USB interface, this will allow you to hook up a MIDI Keyboard, as well as plug in your guitar and favorite microphone. However, you don’t have to. Most Macs and PCs have built in audio recording devices, and Garageband will allow you to input MIDI using your computer’s keyboard. Although it may be easier in the long run to purchase a USB interface, you can still create a useful pre-production demo for free.

Tempo

The exact tempo of the music can drastically alter the feel of a song. Even just a few beats per minute (BPM) up or down can have a huge impact. Before you record your demo, rehearse the songs with a click track. If you’ve never used a click track before, this can be a big adjustment. However, playing to a click track is vital for studio work. The better you are at staying locked into the click, the smoother your recording process will be.

As you are rehearsing, try changing the BPM of the click, and playing the song at new tempos. You may find your song works really well as a ballad instead of the mid-tempo rock song you thought it was.

When you find a tempo you think works, create a click track in your DAW and record a simple track, guitar or keyboard and probably vocals. Have other people listen to the song. Have your guitar player or drummer play along with it. If they think it’s too fast or too slow, play around with it. If you record MIDI (Musical Instrument Digital Interface) keys as your basic track, it will be easy to adjust them to a new tempo without re-recording. If you recorded acoustic guitar, you may need to re-record. That’s okay. Better to spend a little time up front on these demos than to discover halfway through tracking in an expensive studio that the song is too slow.

Key

As you are playing through a song, you may discover that the key you wrote the song in is not the best key to record the song in. The ability and range of the primary vocalist is the biggest determining factor when choosing a key. You need to make sure your vocalist is comfortable, and can achieve the sound you want in the key the song is written in.

It’s also important to remember that different instruments work best in certain keys. If you know you want to feature brass heavily on a song, it’s best not to record that song in a key with 7 sharps. Brass players usually feel more comfortable in flatted keys, string players feel better in sharped keys. Keeping your instrumentation in mind while you’re choosing a key can help you get a great finished song.

Production

Pre-production demos are also a great place to work out auxiliary parts for your songs. Once you determine the tempo and key, you can use your MIDI keyboard to do some experimentation. If you think that a song needs strings, try adding a string part with a virtual instrument. Doing some of your production this way will allow you to communicate better with session players, a producer, or a sound engineer.

This is also a good time to get your lead guitarist to nail down his solo. While you should allow for creativity to happen when you’re actually tracking, having a plan and knowing exactly what parts you want for each song will make your life easier when it comes time to actually record.

Save Time, Save Money

The biggest reason that pre-production demos are important is their role in saving you time and money as you prepare to lay down tracks. This is true whether you use a home studio, or a professional studio. Pre-production demos allow you to tweak your songs easily, let you play around with sounds, tempos, and meters, and let you know exactly how the songs is going to be structured. That way when it’s time to record, you have a clear picture of what you want. This can be especially helpful if you are in a band and want multiple band members to have input on the overall direction of a song, but don’t want to spend time discussing it in the studio. Regardless of where you are recording, saving time means saving money and pre-production demos allow you to be prepared.

Listen, Listen, and Listen Some More

In addition to allowing you to experiment with your songs, pre-production demos can help with the song selection process, and deciding the order of songs in your project. Although you might already have a good idea of what you want, these demos can help you iron out the rough patches. Listening to the pre-production demos and allowing other people to hear them can give you a good idea of what songs are actually good enough to make it on the album. After you have a good idea of what your best songs are, you can begin to listen to them in the order you think they belong in. This allows you to listen for any odd transitions between songs. Pay special attention to what keys your songs are in at this phase. Transitions between keys can greatly affect the mood of your album.

You should also listen to how tempos are grouped. If too many slow songs are together, the album may drag. If too many high energy songs are paired with each other, the audience may get bored. A good way to combat this problem is to have a non-musical friend give you their opinion. Though they might not know exactly what is going on musically, they will be able to listen objectively and point out some issues you may have missed. Listening through your pre-production demos can help you solve these potential problems before you ever get into the studio.

The great thing about pre-production demos is that they are unfinished. Their point is to be a continual work in progress. Let yourself have the freedom to experiment and tweak them. If you use your demos well, you can have better communication between band members, producers, engineers, and session players. They can also help you to achieve a better finished product for less money.

How have you cut costs on albums you’ve recorded?

What part of an album do you think artists should invest the most money into?

Let us know in the comments below!

One note: Just as you want to be compensated fairly for your work as an artist, your friends, other musicians, producers, and sound engineers do to. If people are willing to work with you for free or a reduced rate, that’s great. But don’t short change your fellow musicians who are working just as hard as you are to have a sustainable career in the music industry.

11 Effective Copywriting Hacks To Improve Your Website

Every business, regardless of its size, needs killer copy to power it.
From start-ups to global corporations, from customer-facing copy to internal comms, words can dictate the success or failure of any brand in any market.
But in the digital space, where customers and competition are everywhere you look, copy takes on even greater significance.
Do you find creating content a drag?
Are you confused by all the conflicting advice out there?
Got a feeling that your website could be getting better results?
The good news is, you don’t need a background in writing to nail this copywriting lark.
In fact, I have a bunch of easy, highly-actionable copywriting hacks that you can use to improve your website TODAY.

1. The 5-minute SEO copywriting trick

What’s the point in creating a great blog post if no one ever finds it?
I have an incredibly simple way of optimizing every blog post on your site.
It’s really quick to implement and you’ll be able to do it even if you have no previous SEO experience.
This strategy revolves around understanding how Google actually works.
Nowadays, when Google is working out what results to return after a search, it will analyze all of the copy on a web page, not just the URL, the page title or a handful of keywords.
This allows Google to deliver search results that are more accurate and relevant.
Let’s use a specific example.
Suppose you wrote an article on how to write a screenplay. A collection of writing tips, let’s say.
Now let’s pretend that someone somewhere in the world searches for ‘copywriting tips’.
Is your article a good fit?
No.
This might seem obvious, but from Google’s point of view, how do they know whether to show your post in a search result? Writing is writing, isn’t it?
The answer is, their algorithm has to be clever. After all, a term like ‘writing’ could mean copywriting, screenwriting, essay writing… you name it.
So Google actually looks at all of your content before working out if it’s a good match.
That means assessing everything. By looking at all of your content, they can now tell that you’re talking about writing tips of a different kind.
And as it transpires, there’s actually something you can do in order to grab Google’s attention – an easy way of showing Google that your content is a good match for any relevant searches.
Let’s take that previous example again.
You’ve just written an article on how to write for a screenplay.
Firstly, just search for something along those lines, using a sensible keyword:

Then scroll down to the bottom of the page. You’ll see a section that begins:
Searches related to [original search term]
So in this case, it says:
Searches related to how to write a screenplay
See here:

 

You’re now looking at actual searches that have been made and that are related to your content topic.
They are searches that Google has dealt with before and that they think are similar.
So why not make use of this data?
Why not make life easy for Google?
Weave a few of these phrases into your copy.
That’s it! That’s all there is to it.
Now, when Google uses semantic search to look for context, your article is metaphorically waving its arm in the air.
Now, if someone searches for ‘screenwriting tips’ or various derivatives, you’ll convince Google that little bit more.
It could make all the difference between being on page one or not. Between getting traffic or not. Between making money or not.

2. Spruce up your meta descriptions

Arguably, you should save your best copywriting work for your meta descriptions.
For the uninitiated, that’s the copy that’s assigned to each web page, and which displays in a search result:

Why?
Well, it’s basically the last chance you get to convince someone to click on your link as opposed to that of a competitor.
You see, you’ve put in the hard yards by creating content. You might also have developed an effective SEO strategy too.
But if you stop there, you’re playing a dangerous game.
Because being on page one of a Google search only actually matters when it results in a click.
If your on page one of a search and no one is visiting your website, then you’re basically throwing money down the drain.
However, a neat little description could make all the difference. It could drive traffic to your site and help you generate more customers.
Therefore, head into your CMS and make sure that your meta descriptions have a hook that matters to your target audience.
Don’t forget that search engines tend to only display 150-160 characters.
Write any more than that and your copy will likely be truncated, putting the effectiveness of your business message at risk.
Look how hard this is to read and digest:

Meanwhile, compare that with this one:

It’s much more user-friendly, isn’t it?
And here’s the one use for the Splash Copywriters website.

Note that they even put a phone number in their meta description so that people can contact them without even needing to click on the link.

3. Get your design and copy working together

The funny thing about copy is that it doesn’t matter how good it is, if the visuals don’t work, the words won’t either.
Great websites have design and copy working in tandem. Often, it’s such a nice user experience that you don’t even notice it.
Copyblogger’s site is a great example:

Look how roomy this article feels.
Here are some golden rules for digital design and copy:

• Don’t be afraid of white space.
• Choose a nice, large, readable font.
• Be careful when wrapping copy around images.
• Never stretch a font.
• Only justify your text to the left.
• Don’t use too many different colours.

And for a quick win, watch out for hanging words. This is where one word of a sentence gets pushed down to a new line.
Note that even Copyblogger isn’t perfect. There’s a hanging word in the image above – the word ‘am’ is completely isolated.
It might seem like nothing, but it looks sloppy, it’s jarring to the eye and really breaks up the rhythm for the reader. When that happens we have a tendency to skip over the word in question.
That could be costly if that last word carries crucial importance imagine if someone switches off before they truly absorb a price or a particular concept.
If we all scan web pages for words and headings that stand out, it’s important to give all our words the best chance of getting seen.
Here’s another example:

The overall point is this:
We all know that people only read 20% of words on a web page.
What’s more, research tells us that’s pretty much a best-case scenario.
Ultimately, the more barriers we put in front of a reader, the less words get read.

4. Save your best stuff for your most valuable pages

Time is short and you’ve got plenty to do. I understand that not every one has the capacity to spend ages fine-tuning their business copy.
As a compromise, just make sure your copy is spot on for your website pages that get the most action.
It’s pretty easy to see the top pages on your website.
Log in to your Google Analytics account and click on ‘Behaviour’ to expand it. It’s one of the options in the menu on the left:

Then expand ‘Site Content’:

Just select ‘All Pages’ to bring up your top 10 most visited web pages:

5. Make your ‘about us’ page about them

Your ‘about us’ page is one of the most important pages on your site. This is because, as the old adage goes, people buy from people.
This web page is your chance to reveal who is behind your brand. You can have the sharpest sales copy, the prettiest logo and the most valuable product in the world, but one thing will always be true:
Your ‘about us’ page can transform your bottom line if you use it correctly.
Here are a few pointers:

• Use words that will connect with people on an emotional level.
• Talk about obstacles that you’ve overcome that will be relevant to your target audience.
• Try and steer clear of empty platitudes. Every company should care about their customers and deliver good service. It should be a given.
• Think about what’s really important. You might be proud if your company is 100 years old, but really it doesn’t matter to most people.
• Unless it’s completely inappropriate in your particular niche, use an informal, chatty style.
• Photos are always good. It’s reassuring to put a face to a name. It shows that you’re not hiding before a keyboard.

6. Use the problem and declaration (PAD) intro

When writing blog posts, many people have trouble getting started. What angle should you take? Are there any rules to follow?
Meanwhile, others get started and structure their posts in a very formulaic way, which doesn’t make for an engaging read.
I’ve found that the most entertaining and popular blogs all have a very clear framework.
It’s a two-part framework that’s very simple, but really effective as far as engagement is concerned.
They usually start by illustrating a problem.
Here’s an example from a recent blog post on the Kissmetrics site:

This approach immediately forms a bond with the reader. The author is saying that that they know there’s a problem.
I really like the use of the word ‘slog’ too, as it conveys a feeling of hardship. It’s nice and subtle, yet the author is inferring that help is on its way.
After stating the problem, then it’s time to make the declaration. This is when you should tell the reader that you’re going to help them.
No details at this stage, but just some reassuring copy, preferably with some teasers thrown in.
The aforementioned post does a decent job:

I’d prefer it if the copy was a little more direct. In other words, spell it out for the reader a little more and say “I’m going to help you”.
But I like the two questions.
“What if there were a shortcut” implies there is one. It piques our interest.
“Wouldn’t you want to know how” has an obvious answer, but it’s a nice narrative style that’s easy to read and, more importantly, keeps us reading.

7. Come to grips with human psychology

Understanding what makes people tick is key to getting great results from your copy.
This is a huge subject area, so I’d really recommend starting off by watching the video below.
In it, speaker Simon Sinek talks about how people don’t “buy the what”. Instead, “they buy the why”.
What that means is, if you can link your product or service to an ethos, you’re more likely to enjoy a profitable business.

8. Keep your URLs short

Most bloggers overlook this, but a great SEO copywriting tip is to ensure that your URLs are nice and tidy.
When it comes to URLs, it’s best to have them short and relevant. If possible, they should also contain a keyword.
So instead of having:
www.myblog.com/12345-678-abc-ysdf24
or:
www.myblog.com/how-to-write-a-good-blog-post-from-scratch-in-15-minutes
have:
www.myblog.com/blogging-tips
The bottom line, once again, is user experience.
Can someone quickly scan your URL and know what your post is about? Then that means it’s going to sit well with Google.

9. Leverage emotion

As humans, we all experience a wide variety of emotions every day, each with a varying degree of intensity.
So I’m not just talking about happiness or sadness, but also:
Confusion
Frustration
Confidence
Satisfaction
And many more.
In fact, we’re always feeling something, aren’t we?
The key to successful marketing is to identify what emotions are important to your target audience.
Create a detailed, accurate profile of your best client.
Who are they? What do they like? What do they dislike? Where do they hang out? What sort of content do they like?
And…
… what do they want?
What is your audience struggling with and how can you help?
Building up a picture of both them and their pain points will help you create more impactful copy – the sort of copy that will convince them to take action.

10. Optimize your blog posts around a commercially valuable keyword

Picking the right keyword to focus on will prevent you from wasting a huge amount of time, effort and money.
There is a big difference between selecting a keyword that generates a lot of searches, and choosing a keyword that will actually help increase your revenue.
Let’s assume you run a digital marketing business.
Consider the term ‘internet marketing’.
Here are the search results:

As you can see, it gets a lot of searches – 1,900 per month, to be precise.
You would think that if you ranked on page one for ‘internet marketing’ then your phone would be ringing off the hook with customers.
But would it really?
Because when you analyze the situation and delve a little deeper, someone searching for ‘internet marketing’ could be looking for free advice.
Contrast that with the results for ‘internet marketing agency’:

Now this term might only get 170 searches every month, but you can be much more confident that a user is interested in engaging with a business that specialises in internet marketing.

11. Always keep a business goal in mind

Don’t forget that if someone visits your website, then it’s normally for a reason.
You can create the best content and generate huge amounts of traffic, but unless those visitors are doing something when they’re on your website then it’s all kind of pointless.
Your copy must take someone on a journey.
For instance, let’s consider blog posts.
As we know, visitors to your website will only read 20% of the copy on a web page.
So therefore, if someone does reach the end of one of your blog posts, you need to have a compelling call-to-action.
You need to benefit from their presence in some way. We’re not talking about revenue here necessarily, but perhaps an email sign-up, a download or some sort of consultation.
Regardless, have some sort of objective. And be precise.
Before writing anything for your website, always ask yourself one question:
What do I want to gain from this?

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How To Write Effective Ads That Get Results

How To Write Effective Ads That Get Results!

Nearly every week, I get an email from someone asking me why they’re not seeing any results from their advertising efforts. While this is a loaded question that could have a million answers, I do notice that there seems to be a common thread amongst everyone that their ads are not effectively written. When you’re a small fish in a sea of thousands of other fish, standing out from the crowd is absolutely critical to getting noticed. And getting noticed is the key to action and seeing results. We wanted to share with you 5 tips for writing better ads so that you can get noticed and get results!

1. Use your space wisely
First things first, you need to know how much space you have to convey your message. Once you know, you’ll want to plan out a message that is neither too small for that space nor too big.  You’ll want an ad that is rich with content, but doesn’t throw too much out there so as to confuse the reader. This can be tricky, so if you’re unsure, ask for some examples of other ads that have been submitted. Figure out about how much space the shortest one is and the longest one is, then shoot for somewhere in between. As you’re writing, be conscious of what you’re writing. If you start to feel all “mumble jumbled” in your head, then chances are you’re coming across that way on paper/screen as well. If you write too much and confuse the reader, you’ll lose them and they’ll move right on to the next ad.
Another thing I’d like you to do is “own” your space. Don’t throw all of your information into one run on paragraph. The use of bulleted points and short paragraphs allow readers to easily follow the information you put out there.

2. Know what to say
Before you sit down to write your ad, make a simple list of what it is you’d like to convey. Sometimes it’s easy to overlook simple things as you get carried away talking about something else. By having a game plan up front, you can go through your list and make sure you touch on each of your points. Make sure that your reader gets a clear picture of your business from your ad. You’ll want them to know what you have to offer, what the features are of that product or service, how it can benefit them, and most importantly, what action to take.  ALWAYS END WITH A CALL TO ACTION! You must tell your readers what you’d like for them to do, whether it be visit your website, view your catalog, connect with you on Facebook, etc. Use descriptive adjectives
When you’re talking about you and your products, it’s easy just to list off what you have to offer. Just adding a few small words takes an ordinary ad to extraordinary. Since you don’t have the products themselves in hand to sell, using as much vivid language as possible to describe them is critical.

3. Detail your features & benefits
One of the most important qualities of good ad is an explanation to your audience about the features and benefits of your product/service/business opportunity. Let’s face it-people are selfish. All they care about is what’s in it for them.  If you have an ad that just goes on and on about how great you and your products are, you’ll lose their attention. But, if you tell them how great your products are, then tell them how those features will help them, you’ll pull them in and allow them to connect with you. Little things like that make a big difference!

4. A picture is worth a thousand words
If you have the option to add a photo to your ad-DO IT!  People can glance at an image far easier than text.  It’s a simple way to attract attention straight to your ad. But you can’t just use any picture. You need a picture that’s bright, inviting, visually appealing and something that the reader can connect with. Supplying a logo is all well and good, but will your reader connect with your logo? Keep in mind that just having an image isn’t the only piece to this puzzle. You also want to make sure that your image is polished and that it looks as professional as possible. Pictures taken in your home with poor lighting and bad backgrounds may only deter the reader away from your products. It’s quite easy to create good images these days with digital cameras and programs like Photoshop and PicsArt. You don’t have to be a professional photographer to make your photos look like a million bucks!

5. Check your spelling and grammar
Rule number 1 is a simple one, but sadly, is the most overlooked.  The absolute worst thing you can do is send an ad out that has spelling and grammar errors.  This is your audience’s first look at your business and we all know how important first impressions are. If the first thing they see about your business is an error, they’ve lost trust in you from the get go and it will be nearly impossible to earn it back. Here’s a good way to prevent errors I learned at Alison that has stayed with me throughout my career. Sending out good content is as easy as 1, 2, 3…
1. Read your content through after you’ve written it to correct any errors.
2. Once read, run spellcheck.
3. After spellcheck, read again.
These three steps will help you make sure errors don’t fall through the cracks!
I hope you’ve found these tips helpful so the next time you’re ready to write an ad, you know exactly what to do!

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3 Effective Steps To Get Started In The Music Business

If you’re just getting started on the business side of “music business,” we’ve outlined the first three things you should do to start your journey in the music industry.

Step 1- Be Professional

This may seem a little obvious, but the way you present yourself is important. You need to be professional in every different facet of your music career, but a good place to start is your web presence. This means creating a nice looking website with a custom domain, a simple electronic press kit (EPK), and making sure your social media profiles are up to date. To add an extra touch of professionalism, it’s also a good idea to choose a font or 2 and try to stick with those when you are making your website, EPK, and creating graphics for social profiles. Creating a website and EPK show industry professionals that you are willing to put some effort and energy into your music, and updated social media profiles will help your fans get to know you, and know where to find you and your music on the web. You also want to invest a little time in the way you present yourself to people face to face. It might be a good idea to have a few business cards made up (after you’ve already decided on a website domain!) to give to other musicians and pros you might meet. You also need to decide if you’ll have merchandise to sell, and make sure your merch set-up is functional and visually pleasing. And as much as we hate it, go ahead and take a look at what you’re wearing. Whether you like it or not, many people’s first impression of you is going to come from what you’re wearing, especially when you’re onstage. So take an extra five minutes before your next gig and think about if what you’re wearing is a good visual interpretation of who you are, and what kind of music you play.

Step 2- Be Organized

If you want to be a part of the music business, you have to treat your music like a business! Most well run small businesses started with a plan that detailed a mission statement, legal  structure, and how daily business will be run. I’m not saying you have to have a complicated business plan. But there are two things you need to keep careful records of.

Money:

You need to know what you are spending money on, and what money is coming in. Not only will this make your taxes way easier at the end of year, (yes, you do have to pay taxes on the income you earn from music!) but it will let you know how your business is doing. If you make a profit for six months, and then the next three months you are losing money, you need to find out why, and detailed records will help you with this. You can use a spreadsheet (like Microsoft Excel or Google Sheets) or a more complex accounting program like Quickbooks.

People:

It’s also vital that you keep track of your contacts. You need to know who you’ve talked to, when you talked to them, and what you talked about. This helps you define and expand your network. You can easily create a spread sheet, or a word processing document to keep track of these things. I recommend Google Docs, since you can access it from anywhere as long as you have a Gmail account. This is the place to keep the phone number of the graphic designer you met in line at the grocery store, and the email of the booking agent of that festival you want to play. A database like this will help you to know when to get in touch with people, send a follow up email, and if you need to send any extra materials to them (maybe a demo or a press kit).

Step 3- Be Proactive

Great music and great business ideas don’t mean much if you don’t put action behind them. Just like practicing your instrument takes time, energy, and commitment, the business side of your music does too. Start out by devoting a few hours a week to your business. Spend some time marketing and creating content for fans, or work on getting your music placed in some licensing opportunities. Opportunities in the music industry come to musicians who are looking for opportunities. Don’t just sit around and hope you’ll get discovered. Go to some local shows in your area and meet other musicians. Play as many open mics as you can. Do some research on ways to grow your career. Most importantly: perform, and do it well. Playing your music live is the best way to get new fans, cement relationships with current fans, and meet other musicians and industry professionals. Putting on a great live show also gives you legitimacy as a musician.  This means lots of practice time making sure your music is absolutely killer before you get in front of an audience. The relationships you form at shows, and the reputation you will gain by playing awesome shows, are major factors in propelling you to the next level of your music career. Beginning the journey of turning your music from a hobby into a business can be intimidating,  but it doesn’t have to be. Putting these three steps into practice can help you put your best foot forward, and begin that journey in the right direction.

6 Effective Steps To Get Gigs

There are easier career paths than that of the independent musician. In most cases, the artist or band are the songwriter, manager, social media director, and you play music. But where do you play? And how do you break into those venues? We’re here to tell you. First, know that the advice you find below won’t mean a thing if you’re not ready for the stage. To the serious performer, this means your songs are memorized, your instrumentation and vocals are tight, you have your transitions down, and lest I forget the obvious you’re comfortable in front of a crowd. Having gotten those pre-requisites out of the way, let’s talk about getting gigs.

1. Network

It’s all about who you know, so get out there and meet your fellow music makers. You might have thought I was going to say ‘get to know the venues’; that is also important, but that’s not what I’m talking about here. It may seem counter-intuitive, but getting to know and befriend other bands can pay big dividends. Besides the fact that collaborating with other artists will help you grow and make you a better musician, knowing people in the local scene is a great way to hear about gig leads. These people can help; they are not your competition (unless you actually are doing a competition, like Battle of the Bands). The independent music community is a place where you can find rich resources. If you make a connection with other groups and artists, they may be willing to put in a good word for you with promoters or bookers. Or, if you’re a fit, you could become an opening act for them. If you want to know the best places to play or get an introduction, play nice with other local musicians. And, when you get a break, remember to pay it forward for other up and comers. You never know who will be the next big thing.

2. Do Your Homework

The contact information for local booking agents is generally just a Google search away. But before you reach out to these people, find out all you can: their name, their preferred genre, the information and materials required for an audition, etc. If you have a buddy who knows the person you’re contacting, at the very least make sure to mention your friend’s name in your correspondence. Even better? See if your friend will introduce you in person another situation where networking comes in handy. If you’re trying to play an event or festival, first make sure your genre fits the audience. Your death metal sound may not jive with the bluegrass festival-goers. Second, know that there may be several stages, each with their own booker. Find out who you need to talk to about the stage that best fits your sound. If it’s a bar or a club you’re looking to play, go check out some shows there. Get to know the bartenders. Watch the crowds; find out what they respond to and what seems to bore them. Make a connection with bands that are already playing at the club; a good word from a currently-performing band will go a long way in securing your gig.

3. Look Smart

You’ve found the person you need to contact. You’ve done your research. Now, make sure your email or letter to them is thoughtfully written. If this is not your strong suit, enlist a friend to help you.  (I mentioned a letter intentionally. Lots of emails get lost in spam filters, are deleted without being read, or just don’t make it to the intended recipient; personal letters will at least get opened.)

I should also mention that persistence is a virtue when contacting a new venue. Don’t make the mistake of sending one letter and thinking all your work is done. It may take several attempts to get the attention of the person who makes booking decisions. Whichever way you send it, make sure you have reviewed and edited your communication thoroughly. This includes spelling your contact’s name correctly. I had an opportunity to interview three different PR firms last month to help promote my band. I was surprised by the offer from one of the firms; they spelled my name three different ways in one letter! Needless to say, I did not use them.

4. Be Easy

No, not like that. I mean, make it easy for your potential promoter to listen to your audition. After going through all the trouble of researching your contacts, do everything in your power to ensure they listen to your awesomeness. For example, check (and double-check) that links to tracks and videos are working. Also, be sure to send a link or recording of a live performance not a shiny studio recording. Your potential booking agent wants to know you’re capable of performing live.

In your communications, keep it brief (no life stories, please), but be informative. Include your contact information, genre, influences, and experience. If you have a considerable fan base and think you can pack the house, by all means, tell your contact that. (If not, don’t lie about it. You may get your foot in the door, but you will not be asked back.)

5. Think Cat Like

As in reflexes. Be ready to respond quickly if a promoter contacts you back the same day if at all possible. They could have a dozen other hungry musicians waiting to take your spot. If, for some reason, you can no longer take the gig, let them know, and communicate your disappointment in the schedule conflict. They may remember you for the future.

6. Allow for Small Beginnings

When you’re just starting out, you have to build a fan base. To do that, you have to get your music into the ears of potential fans. Unless you’re getting booked every night, take the gigs that come your way no matter how “insignificant” you think they may be. You can be proactive in these matters, too. Find a cause to support and do a benefit concert. Or, play your neighborhood’s next block party. Just get your music out there. You never know who will show up and catch your amazing set. Then, capture your fans’ info and invite them to future shows. As mentioned earlier, a following will help you land future gigs. If your material is up to snuff and you are stage-ready, these steps will be instrumental in helping you get your next gig.