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Fewer and fewer folk out there still smoke (huddling outdoors if you are addicted to nicotine creates challenges during Prairie Winters.) Everyone knows the dangers of smoking (even if people act in denial of them . . .  . )

But many more people sit all day, every day, five (or more) days per week, in front of their desks. Sitting is “the new smoking,” a friend recently commented to me.

Bolstered by reading various articles since 2013 in the Associated Press and by observing two mentors who are full converts to standing while they work, I have been transitioning over the past six months to a standing desk. On a day when I feel too tired to stand, I do sometimes sit down. But I find that having a stool that allows me to perch (or lean), near my raised computer when I feel fatigued, often provides the necessary support.

In part due to this change, I have lost about five pounds, drink more water (another health-giver), and concentrate much better over long periods of time. Standing also reminds me to get out and take a short walk each afternoon (especially when the weather’s good!), so that I don’t spend whole spring and summer days “cooped up” in my office. (Even the coops of chicken, on which that metaphor is based are being replaced with more humane living spaces, on chicken farms, these days.) Standing when one works leads to better overall health.

Doctors say that even three, hour-long workouts at the gym each week cannot counter the effect of prolonged weekday sitting. Some workers try slow walking and cycling on low-speed treadmills or stationary bikes, burning approximately 300-350 calories in the course of a work day. That’s like adding the benefit of a half-hour cardio session, for each day that you stand at work.

Now some critics complain that ergonomics can be a costly business. And it’s true that you should wear good sneakers or at least walking shoes (if you use orthotics, then obviously you must wear them at work). But you (likely) own those already, so footwear doesn’t really add to the bill. You should also stand on an anti-fatigue mat. And while they can run in the hundreds of dollars, some inexpensive and adequate models can be found via Amazon and other online sellers for under $40. The floor walkers and greeters at many stores use these, themselves.

Continue reading ““Sitting is the New Smoking”: Affordable Ergonomics Can Keep Us Healthy and Working Longer . . . .”

This week, some further thoughts on the longevity of electronic mail (which is also the format for e-newsletters) . . .

On his influential site, “Leadership,” B2B expert and industry leader Louis Foong observes that social media isn’t good when it comes to “delivering what B2B organizations [and companies] need—leads, conversions, customers and sales.” Despite the sparkle and glamour of social, Foong says, email persists and remains the best conversion tool after organic searching.

The stats are powerful: last October, he reported that email had more than three times the number of users of Facebook and Twitter combined and that email marketing outpaced “more than four times” all other web viewing, including videos and images (my emphasis).

He writes: “[W]hile email is no longer the preferred personal communication channel among the younger generation, for business communication, it still rocks.” The email list must be “segmented, target and frequently cleansed” (there’s no room for a stagnant email list) but it still rocks!

UK and US users in 2013 used email as the top outreach channel for all of the steps of a customer’s purchase.

The value of content-rich communication persists in email marketing and in digital marketing, as well.

It is also true that mobile technology presents the latest challenge to consumers, since messages that do not shrink to fit tiny screen-widths are easily deleted.

But Foong observes that social networks and tools “vanish or decline significantly” over time in ways that email has not. He cites many teenagers who years ago gave up on Facebook, leaving it to their mothers and grandmothers. Continue reading “Is Email Really Dead?”

I’ve long been interested in the format of electronic newsletters, with their capacity to share knowledge and insight with one’s prospects, and so indirectly lead people toward one’s services. After all, who doesn’t love reading a short, informative e-newsletter?

E-Newsletter specialist Michael Katz has pioneered the format over the past 15 or 20 years for professional services’ firms. In two recent interviews with AWAI, he argued that email and email-based newsletters are not “dead,” despite the many recent developments in mobile technology. In fact, the e-newsletter format continues to influence prospects’ knowledge and buying decisions. If you have an opening rate of 25 to 30%, that is likely significantly better than consumer response rates to traditional newspaper ads, direct mail or unsolicited phone calls.

After consulting Katz’s brief but powerful book, E-Newsletters that Work (Xlibris, 2003), I’ve added e-newsletter creation, writing and editing to my list of available services. Here’s why: the following are some reasons why e-newsletters are very much worth creating for small- and medium-sized business owners, like you:

•   With many professional service-type companies, prospects can’t measure your services upfront, before they buy them. But by publishing an e-newsletter, you can easily earn the respect and trust of new prospects

•   E-Newsletters are low-cost, convenient ways to “stay in front of people” over and over (month by month), so that you become seen as a “likeable expert” in your field. When a prospect thinks of that field, you will come quickly to mind

•   E-newsletters really are simply extended email messages, and are a systematic version of “word of mouth.”  (And everyone knows how valuable word of mouth can be . . . . )

•   E-Newsletters are easily forwarded from one reader to another, including over social media

•   As a client, you may not feel that you are an expert. But most business owners have lifetimes of knowledge and expertise that I can leverage, for content

•   E-Newsletters are meant to be conversational and interactive relationship builders. They invite readers to reply to a particular story or detail that resonates with them

•   Although they focus on the needs of the prospect, e-newsletters have a distinct voice, point-of-view and authentic (not salesy) content that convey the identity of the service provider

•   E-Newsletter content does not need to say wholly original things, but should instead share simple content in the form of a single powerful insight, told from a clear point-of-view, with a lay audience

•  A strong format for B2B marketing, e-newsletters are not about a hard-sell. 80% of them should share knowledge and only 20% should promote a good or service

• E-Newsletters should not be more than two pages, or they will not be read

•  You can re-purpose e-newsletter copy in the form of webinars, books, special reports and other content-rich formats

•  Since about the year 2000, vendors for newsletters have grown more sophisticated and easier to use, so that now one doesn’t need to know HTML programming, in order to create a successful newsletter. Numerous good programs in North America exist, some with complimentary trial periods, training and support

•  The quality of the subscribers’ list is more important than its size.

Katz observed recently that e-newsletter clients like you should not be afraid of “giving away” your expertise. He observed: “If you can give away your business in 12 monthly newsletters, you don’t have a business in the first place.”

What ideas or questions do you have about electronic newsletters? Do you see a need for one in your business? Please share your thoughts — I’d be delighted to hear from you.

 

 

Today’s blog is a note to clients and prospects:

What is Canada’s New Anti-Spam Law (2014)?

After being passed into law in December, 2010, Canada’s Anti-Spam Legislation (or CASL, pronounced “Castle”) will take effect on July 1^st, 2014, restricting the electronic sending of marketing or promotional messages from service providers to prospects.  Months ago, when I last blogged about the legislation, few in my social media groups were concerned enough to discuss it.

But more recently that has changed. Social Media correspondence and informational copy provided by local marketers in Saskatoon and by the Canadian Public Relations Society (CPRS) (to name just one) have clarified some of the implications of the legislation.  What follows are the highlights as presented by lawyer Bill Hearn (Davis LLP) in written communication to the CPRS:

For clients and prospects who may wonder how communications freelancers like me can comply with CASL and what changes it may bring to our services, please read on  . . . .

What Practices are Affected by CASL?

First, not only Direct Mail marketers but all communications’ and media-relations professionals will have to follow strict rules intended to eliminate the number of unsolicited electronic messages that are currently being sent by and to us. “Electronic messages” include email, social media messages, text messages sent by mobile phones and instant messages.

Violations cost individuals and organizations public reputation and huge fines: $1Million for individuals and $10 Million for any other legal entity (such as a corporation). Beginning in July 1, 2017, individuals have the right to take action against companies contravening CASL, with fines up to a maximum of $1 Million per day that the contravention occurs. Stiff prohibitions!

I won’t be cold-emailing or using direct contact functions in LinkedIn, for instance, or on other social media platforms. After researching various companies or organizations, I will still use cold-calling and surface mail introductory letters. But more and more, word-of-mouth referrals will be essential. They have long been freelancers’ preferred choice for securing clients.

What Content is Affected and to Whom Does CASL Apply?

CASL applies to bloggers and writers of any field, like me, who offer or promote a business opportunity, and/or promote a person who will provide a service.

What Constitutes Consent or Permission for Sending Promotional Messages?

Commercial Electronic Messages (CEMs) sent to any recipient without his/her prior expressed or implied consent (permission) are prohibited.  A CEM is defined as encouraging participation in any kind of commercial activity, regardless of whether any profit is expected.

Consent to receive a CEM may be implied, in the following cases:

• the recipient has conspicuously published their electronic address
• the publication is not accompanied with a statement that the recipient doesn’t want to receive unsolicited CEMs at that address

and

• if the message is relevant to the person’s business, role, or duties in a business or official capacity Continue reading “How Will Canada’s Anti-Spam Law 2014 Affect the Exchange of “Marcom” Services?”

While I deepen my knowledge and use of search engine optimization strategies, I daily continue to receive and read Seth Godin’s influential blog posts. I’ve previously admired and discussed his work on psychological factors of marketing (including resistance in Linchpin: Are you Indispensable). So for today’s blog I’m revisiting his posting from March 13, 2013, which gives more food for thought in this area . . .

“Avoiding fear by indulging in our fear of fear

Every day, we make a thousand little compromises, avoid opportunities, actions and people – all so that we can stay away from the emotion of fear.

Note that I didn’t say, “so we can stay away from what we fear.” No, that’s something else entirely. Right now, most of us are avoiding the things that might merely trigger the emotion itself. That’s how distasteful it is to us.

The alternative? To dance with it. To seek out the interactions that will trigger the resistance and might make us uncomfortable.

Are we trying to avoid the unsafe? Or merely the feeling of being unsafe? Increasingly, these are completely different things.

Due to ‘enhanced security,’ a recent bike event in New York City forbade the 30,000 riders from carrying hydration packs. No practical reason, just the desire to avoid fear.

The upcoming exam doesn’t get studied for, not because studying is risky, but because studying reminds us that there’s a test coming up.

We loudly keep track of all the failures of commission around us, but never mention the countless failures of omission, all the mistakes that were made by not being bold. To track those, to remind ourselves of the projects not launched or the investments not made, is to encounter our fear of forward motion. (So much easier to count typos than it is to mention the paragraphs never written.)

There’s no other reason for not having a will, a health proxy, an insurance policy, or an up to date checkup. Apparently, while it’s not risky to plan for our demise, it generates fear, which we associate with risk, and so we avoid it.

It’s simple: the fear that used to protect us is now our worst enemy.

Easier to avoid the fear than it is to benefit from living with it. I’ve heard the quote a thousand times but never really thought it through . . .

Hence the opportunity. If you do things that are safe but feel risky, you gain a significant advantage in the marketplace.”

Continue reading “When Emotions Subvert our Creative Potential (with thanks to Seth Godin) . . .”