Let Your Work Speak for Itself
Subject Line: Let Your Work Speak for Itself
The Write Market Release
Vol. 3. Issue 10
Let Your Work Speak for Itself
CONTENTS IN THIS ISSUE
1. Editor’s Remarks
2. How to Build an Online Press Center- Part V:
Partners, Clients, Projects, Works
3. What’s New at The Write Market
4. Get Your Ad in TWM’s Release!
5. Administrative Information
Last month, I told you I was visiting Buffalo during the aweful 7 foot snow storm. My husband thinks I should have been a weatherman’s wife, because I seem to be preoccupied with weather, but here’s a couple more snow stories:
Here in Southern, PA, where we only have about 10 snow plows for the entire Philadelphia area, we had a little bit of snow – about 6 inches. Radio and TV newspeople were up in arms. Batten down the hatches! Stock up on water, bread, and batteries. Hide your children in the basement! Whatever you do, don’t drive!
Well, I didn’t drive, mainly because I was afraid of people that don’t know how to drive in 3 inches of snow.
Terry tells me that down in her neck of the woods, Washington, D.C., the weather people are more disappointed than the populace when each storm doesn’t turn out to be the storm of the century. They actually go out and measure “snowdrifts” (the piles the plows leave behind). Sorry, but if you can’t dig a tunnel through it, to play in, it aint a snowdrift.
Okay. Enough with the snow, it’s February, in a few months, we’ll be well into spring. Now is the time to start getting your site ready for Spring holidays.
If you have any type of product that can relate to St. Patrick’s Day, Easter, Memorial Day, Passover, or any other holiday during the months of March, April, May, and June, get working right now. Take an hour of your time and rewrite a page of your site for one or two specific keyword phrases that relate to a specific holiday:
1. In a 200-300 word page, use the phrase about 6 times.
2. Include the phrase in the title tag. (The title tag appears in the HTML code between the head tags.)
3. Submit the page to Google here: http://www.google.com/addur (I’m recommending Google because it should only take a few weeks to get your page indexed by this search engine.)
Need more specific advice for the search engines? Get our e-book: Search Engine Optimization and Placement, it’s an easy introduction to SEO: http://www.thewritemarket.com/seo
I finally put together an “examples page” of Online Press Centers. If you are building your Press Center it will help you to read as many examples as you can. It will give you a starting point and you may just come up with your own brainstorm!
I’m still looking for more examples – if you have a good one or you’ve run across a good one, send me the URL — thanks!
Need some cool Valentine’s Day Gifts? Check out these unique hearts: thewritemarket.com
ELEMENTS OF A PRESS CENTER
(This is a quick review to show you where we’re at and where we’re going.)
1. Table of Contents
4. The People Behind Your Business
5. Projects, Clients, Partners and/or Works **We’re HERE **
7. Press Releases
8. Sample News Story
9. Articles by Other Sources
10. Contact Information
For more details on the elements of your Press Center see: http://www.thewritemarket.com/press/
PARTNERS, CLIENTS, PROJECTS, WORKS
If you are running a service oriented business, it is necessary to show that you are “doing things” and “going places,” in your press center. The section, “Partners, Clients, Projects and Works,” can greatly enhance people’s opinion that you are a functioning, producing business.
If you are selling products, you may need a section that explains who your partners are (if you have them) or if you are working on any product development projects. Product development projects can be extremely newsworthy and may just be the “in” that you need to get noticed by the press.
You may not need all of these sections. For instance, you may only need one, like “Clients.” It will depend on your business and how many of the sections apply to your business. However, if they apply, use them, you want to use every advantage to get the press interested in your business. You never know what will strike a person as interesting. By providing a brief, clear explanation of what each section is about within your Table of Contents, your visitors will be able to choose the information that most interests them.
Here is some of the information that you may want to include in the Partners, Clients, Projects and Works section of your press center:
PARTNERS: It will be beneficial to show your partners to prove that you have support from other businesses. It will give credibility to your business, especially if those partners are well-known. Include a link to the partner’s site, a brief description of the relationship between your company and your partner (if appropriate), or a quick explanation of what your partnering companies do.
For example – A decision to advertise on a search engine is going to greatly depend on who the engine is partnered with. Therefore, it is imperative for companies that lend out their expertise, technology, or data to have a list of their partners. Check out Google’s partner’s page. Very simple list with a link to the company and a brief description of what the company does: http://www.google.com/press/
CLIENTS: If you are selling business to business (B2B), you definitely want to show a list of satisfied clients. If they have a web site, link to them. If they are brick and mortar, include their business name, address and logo. Also, you may want to provide a brief description of their problems and your solutions to their problems.
If you are selling business to consumer (B2C), a better tact would be to include testimonials from your satisfied customers. Perhaps, you would call the section, “Customers.”
For example – Here are a few different sites that show client lists in different ways:
Extremely simple – because the company logos speak for themselves: http://www.sparklit.com/about/clients.spark?
Extremely complex – they show the “challenge” and “solution.” I think this is a little heavy for a press center, and this was probably designed more to show prospective clients what they can do rather than to get the press interested. http://www.kpmgconsulting.com/
Right on target – brief but professional: http://www.diamondbullet.com/clients
PROJECTS / RESEARCH / CASE STUDIES: For the purpose of this article, I’m going to define “projects” as non-profit jobs that you are tackling in order to further the development of your products or services. However, on our site, we use “projects” interchangeably with “clients.” You can have paying projects or clients and non-paying projects or research and development programs. Research and development can look very good in a press kit, and may just be what the press is looking for.
For example – Microsoft has a whole site dedicated to research: http://research.microsoft.com/
WORKS / PORTFOLIO: This would include any type of artistic composition – painting, photography, writing, music, web art, sculpture, etc. If it’s a visual medium, include a good picture of your work, a title, and a brief description. If it’s a written medium, include some excerpts and also a short description of your work in general.
For example – Here is a gentleman that offers professional voiceover services for radio, television and film narration. He has several examples of his work on his web site. In any type of sensory examples, let your work speak for itself. A link to the work and a title, will be sufficient.
The thing that strikes me about the Partners, Clients, Projects or Works pages is how dull the information can potentially be (if you choose to write rather than “show.”) In order to combat mediocrity, I recommend that you “show” as much as possible, and if you do have to write, keep your explanations concise. Most of the above examples were chosen for their brevity. In an online press center, the idea is more to incite interest in your company. It would really be the job of the standard, offline press kit to expound on the details.
Here is an example of a nicely written clients/projects/partners section. It is, in fact, broken down into 6 pages and does an excellent job of leading people to only the information that they need. It is clear and to the point. It does not overwhelm with a lot of boring information.
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