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Author Archive

Apr

The Personal Branding Book: A Look Inside The Road to Recognition

INTRODUCING
THE ROAD TO RECOGNITION…

HERE’S THE PREFACE

I’m Barry Feldman. And you are?

It’s fitting to begin this book with a letter. The Road to Recognition uses the alphabet as a narrative device. A is the first point on the roadmap. Z is the last. Simple. Now, back to my letter…

I’m going to give myself a letter grade in personal branding: F.

F is for failure. Yeah, if I’m to look back on my career from a personal branding point of view, I deserve the harsh grade. Why?

I was a laggard. I failed to get serious about developing my personal brand until I was in my 40s. Ironically, I’ve been writing marketing copy for thousands of brands since I was in my 20s. In the early going, I wrote for chiropractors, contractors, and all sorts of personal brands.

But I neglected mine. I was simply trying to make a living as an advertising copywriter, satisfied with the anonymity of the vocation. There was rarely a day (okay, there was never a day) when I woke up and said, “Today’s a great day to develop my personal brand.”

Guess what, my friend?

Today is the best day to develop your personal brand. Not tomorrow. Today.

I suppose I didn’t realize I was lagging in the ways of personal branding. The term might have been tossed around a bit, but it wasn’t a course offered in school, the subject of books, or anything more than an idea slightly ahead of its time muttered by the likes of author Tom Peters (In Search of Excellence) and echoed occasionally by eclectic business writers.

(more…)

Apr

What’s the Difference Between a Landing Page and Homepage? (Featuring 11 Conversion Tips for Landing Pages)

landing page difference

“Landing page” and “homepage” don’t mean the same thing.

Though many visitors to your website are bound to first land on your homepage, in the marketer’s lexicon, the two terms are not synonymous. They have different objectives.

I’ll begin with a fundamental idea that sets them apart.

  • The primary objective of a homepage is to inspire the visitor to go to another page—a page that satisfies their informational needs.
  • The primary objective of the landing page is to be the page that satisfies their informational needs.

It helps to think of a landing page as a “response page.” While a homepage can be deemed successful in a number of ways, and perhaps, also, in varying degrees, the landing page gets a simple pass or fail grade. It passes by achieving a conversion and fails otherwise.

But not so fast. Unbounce, a leading authority on landing pages, claims landing pages come in two varieties:

  1. Click-through landing pages aim to get visitors to click through to another page. This type of page is commonly used in ecommerce models because visitors are unlikely to buy when first landing on a checkout page. The page is likely to offer product details in hopes that it will inspire the visitor to click and buy.
  2. Lead generation landing pages are used to capture leads via a form. They typically describe an offer and call for visitors to submit an email address, and possibly more data, to complete a non-financial transaction. Note that the term “squeeze page” is also used to describe this type of page.

landing page is usually linked (or the destination of) a traffic-building device of some sort from an outside source. Pay-per-click ads, social posts and ads, or emails are common examples.

(more…)

Apr

Get More Bang for Your Buck by Repurposing Content [Content Matters Episode 25]

Episode 25

Everyone dedicated to the practice of content marketing knows how exhausting it is. In this episode of Content Matters, Andy and Barry explain how to repurpose content—a proven, effective way to save time while increasing your output. 

Listen to “Get More Bang for Your Buck By Repurposing Content [25]” on Spreaker.

In this episode we cover:

  • How repurposing addresses so many challenges content marketers face
  • Reduce—Why you should consider creating less content (that’s deep enough to repurpose)
  • Re-use—Strategies for re-using email, slide decks, internal documents and other forms of communications
  • Recycle—Strategies for turning existing content into different forms for greater media reach
  • Redo—Why you should return to old content to optimize its performance

(more…)

Mar

Social Recognition: A Key to Personal Branding Success

R is for Recognition

What’s the deal with peer recognition?

One resource I found via search writes, “Providing a platform for employees to recognize each other is a great way to encourage a positive atmosphere while fostering collaboration and teamwork.”

Good stuff, but not exactly about marketing yourself, which is the topic of this post. 

I also found this atop a search on the topic…

Peer-to-peer recognition is the expression of appreciation exchanged between co-workers. Many employee recognition programs give managers the responsibility to recognize employees.

More good stuff, but we’re not going to talk about employee recognition programs either.

Next, I wondered about “social recognition” because it’s a big part of what I actually do want to talk about because it relates to my book. I found this:

“Social recognition points to the status and esteem (feel good factor) that individuals, organizations or sectors receive as a consequence of displaying certain characteristics, reaching certain achievements or engaging in certain activities. It might also extend to material rewards, such as higher incomes.”

Now we’re talking.

R is for Recognizing Others

In our book The Road to Recognition—The A-to-Z Guide to Personal Branding for Accelerating Your Professional Success in The Age of Digital Media, Seth Price and I include a chapter titled, “R is for Recognizing Others.” It goes something like this (edited for context):

Share the spotlight. You won’t achieve your goals on your own. Privately and publicly, recognize the contributions of every person who’s played a part in your brand development. (more…)

Mar

The Secrets of Succesful Bloggers [Content Matters Episode 24] + INFOGRAPHIC

Secrets of successful bloggers
For three years running, Orbit Media has asked 1000+ bloggers how they approach the job of creating content. In this episode, you’ll hear what has and hasn’t changed in the world of business blogging. Fascinating stuff. 

Listen to “The Secrets of Successful Bloggers [24]” on Spreaker.

In this episode we cover (and answer):

  • The findings of Orbit Media’s annual business blogger research
  • Does it now require more time to create a successful blog post? 6+hours?
  • Images? Video? Audio? Do the best bloggers post this stuff regularly?
  • Does investing more effort in blog posts result in stronger results?
  • What’s the word on blogging frequency and how much does it matter?
  • Does the length of your posts matter?

In the cheese & mousetrap segment: (more…)

Mar

Join The Road to Recognition Launch Team

TRTR launch team

Get a behind the scenes look at the book launch.

Making a book launch a huge success can’t be done alone. I could use your help.

For the launch of The Road to Recognition book, my co-author, Seth Price, and I are inviting 100 influencers to join us in creating an exclusive launch team. The group will include those who are willing to roll up their sleeves and help us put out the word about the book.

Launch Team Member Benefits

As a member of The Road to Recognition Launch Team you will get:

  • Access to the book before it’s released to the public
  • Access to exclusive interviews with personal branding experts
  • Weekly FaceBook Live sessions with Seth and Barry
  • Exclusive access to Seth and Barry for a behind-the-scenes look at how we launch the book
  • All of our book launch playbook plans and documents—including email templates and more
  • Three bonus eBooks (not publicly available)
  • A digital copy of Barry’s first book, SEO Simplified for Short Attention Spans
  • The opportunity to connect with like-minded people who share your passion for personal branding in the age of digital media

Team Member Requirements

Membership won’t be all that demanding, but you’ll be expected to spend an hour per week over the course of four weeks to:

  • Read and/or preview the book ahead write an Amazon review
  • Participation in book promotion via Facebook, social sharing, blogging and email
  • Participation in our private Facebook group
  • Share ideas and brainstorm ways to reach a larger audience

Team Member Sign-Up

PLEASE NOTE:
Applications will only be accepted before or on March 19, 2017.

Start now. Spread the word.

Mar

Personal Branding Framework: 26 Strategies to Build Brand Recognition [Infographic]

road to recognition 14 copy


What could be a more simple personal branding framework than the alphabet?

I couldn’t be more excited to tell you The Road to Recognition, my new book co-authored with Seth Price, has been completed and is due to ship in April. (However, you can pre-order it now.)

LIMITED TIME OFFER… 
You can get the book free by joining the book launch team. Applications are due 3/19/17. Space is limited. >> CLICK HERE OR THE IMAGE BELOW 

TRTR launch team

Here’s the back story (borrowed slightly from the book’s preface)…

The Road to Recognition began (unknowingly) about two years ago when I had the idea to create an infographic called The Complete A-to-Z Guide to Personal Branding.

Seth, whom I had collaborated with before, agreed to work on it with me. He guided the design and is the reason the graphic went viral. He promoted the hell out of it, pitching it to publishers relentlessly. He repurposed it as a SlideShare and gave it a wider set of wings.

While I did the occasional interview or talk on personal branding, the A to Z Guide was in my rear view mirror. But not Seth’s. Sharing personal branding lessons had become a bit of an obsession for my co-author. He created an amazing website entirely focused on personal branding. He made some big plans.

Then he called to tell me about them. Seth declared these lessons shall become a book. He said (or was it threatened?) he’d create it with or without me. So we did this thing together—me with the “I’ll get to it when I can” attitude, Seth with the whip.

I wrote the copy for that infographic in a few hours. I simply tossed my ideas down following my instincts, drawing from experience, and sharing ideas I had picked up from Michael Hyatt, Dan Schawbel, William Arruda, and Karen Kang (all authors of inspired personal branding books).

But the book was no high-speed affair. We’ve been bouncing ideas around, writing chapters, collaborating on the design (which we’re immensely proud of), changing and making up our minds, and scheming launch and promotional plans for nearly two years.

Each chapter of the book covers a big and important topic. Our aim is to give you the skinny on each—the need-to-know stuff that’ll rev your engine. We created an infographic to give you a mini-preview of each chapter. Here you are: 26 strategies to build brand recognition—and, as the book’s subtitle says—accelerate your professional success in the age of digital media. (more…)

Feb

The Many Benefits of Collaborative Content [Content Matters Episode 23]

Content Matters Podcast - Episode 23

Two heads are better than one. It’s cliche, but true. In this episode of Content Matters, Andy and Barry get into the many reasons to create collaborative content.

Listen to “The Audience-Expanding Advantages of Collaborative Content [23]” on Spreaker.

In this episode we cover:

  • The many reasons to do collaborative content
  • Ego bait—is it more meaningful than it sounds?
  • Getting started with curated content
  • Making your content better with quotes from contributors
  • Creating and contributing to roundup posts
  • The value (and fun) of doing expert interviews
  • Reasons to make guest posts part of your guest posting strategy

In the cheese & mousetrap segment:

  • Barry explains an important key for selecting the right collaborators
  • Andy digs into how to use testimonials to increase conversion

Resources mentioned in this epsidode:

On the next episode of Content Matters:
The Tactics Successful Bloggers

Listen to any or all of the Content Matters podcast episodes and share your thoughts about the program on iTunes. 

 

Feb

12 Word Power Pointers for the Marketing Content Writer

 

Word Power (1)

If it’s “word power” you’re hoping to achieve, 100 Ways to Improve Your Writing, by the late Gary Provost, is the ultimate manual. It’s the best writing guide I’ve ever read.

If you read my stuff, you know the subject is near and dear to me. If I can give you pointers to improve your writing, you know I will. It’s my job to improve your word power. I can do if for you, with you, or consult you on it.

Provost’s book, published in 1985, includes a chapter titled. “12 Ways to Give your Words Power.” Who doesn’t want that? Here they are:

  1. Use short words
  2. Use dense words
  3. Use familiar words
  4. Use active verbs
  5. Use strong verbs
  6. Use specific nouns
  7. Use the active voice
  8. Say things in a positive way
  9. Be specific
  10. Use statistics
  11. Provide facts
  12. Put emphatic words at the end
    Word Power list

(more…)

Feb

How to Edit Copy [Content Matters Episode 22]

Content Matters Ep 22

A ton of content creators make one, or two, big mistakes when they write copy:

  1. They publish first drafts
  2. They edit as they write

In this edition of Content Matters, Andy and Barry make a case why these two mistakes compromise the quality of your content and slow your production.

Listen to “How to Edit Copy [22]” on Spreaker.

In this (highly stereophonic) episode we cover:

  • When’s the right time in the writing process to edit?
  • Why the first paragraph is often disposable
  • How to edit online copy to appeal to scanners
  • The value of “incubation”
  • A long list of things to axe
  • Our copywriting pet peeves
  • How to inject energy into your copy
  • Why you should “cut that out”

In the cheese & mousetrap segment:

  • Barry explains why to not write like a journalist
  • Andy makes a case for writing your call to action in first person

Resources mentioned in this epsidode:

On the next episode of Content Matters:
The power of collaborative content

Listen to any or all of the Content Matters podcast episodes and share your thoughts about the program on iTunes.