Author Archives: Hilary

Are your e-blasts working?

Posted by: | October 4, 2012 | Copywriting, Creativity, Design

If you’re like most companies today, you send electronic communications to prospects, current customers and stakeholders.

Recent research from Monetate, an e-commerce software firm, shows that 4.25 percent of visitors who arrive at a website through an email turn into customers. Monetate’s found that only 0.59 percent of visitors who arrived via social media turn into customers.

The lesson? E-blasts – when used properly – yield significant results for your business. Misusing an e-blast can have the opposite effect, however. What are the ingredients for a winning e-blast?

  • Clean copy. Did you edit your copy carefully? Did you overuse exclamation marks? Is your point clear? Is your copy too long? These are important questions to ask yourself before you send an e-blast. A well-edited, concise e-blast will go a lot further than something sloppy. Two paragraphs of copy – a couple of sentences and maybe a few bullet points – is all you need.
  • Clean coding. Make sure whoever puts together your formatted e-blast knows what they’re doing. Be sure to remove [TEST] tags from the subject line. Eliminate sloppy HTML, which usually rears its ugly head when converting Microsoft Word to HTML. Edit the final layout with an eye toward eliminating any errant tags or other bad code that made it into the e-blast. If these types of errors show up, readers will not be impressed.
  • No gimmicks. Don’t promise the moon, and don’t write too aggressively. For example, lead sentences like, “For only $100, you can get …” usually scare people away. While you’re at it, go ahead and remove “free offer” and “risk-free” from your e-blast vocabulary as well. Show that you’re adding value, and let people know you can fill a need.
  • Don’t overwhelm. Aside from managing the content of individual e-blasts, make sure you’re not doing yourself a disservice by inundating subscribers with emails. There is no standard frequency when it comes to sending e-blasts, but a good rule of thumb is a minimum of once a month and a maximum of once a week. The worst thing a company can do is turn a loyal reader into someone who hits the unsubscribe button, and readers frequently opt out of e-communications when companies flood their inboxes.

At the end of the day, a well-crafted e-blast is good for your business and can promote products and services that help your customers. Take these steps to make sure you’re getting the most bang for your buck.

Have any additional e-blast tips? Share them with us in the comments section below.

How to get the most out of a company newsletter

Posted by: | September 6, 2012 | E-mail, Newsletters

Have big company news you want to share? Can your employees shed light on a timely industry issue?

A newsletter is a great vehicle for sharing these kinds of stories and more with current clients and prospects, and is a powerful marketing tool when used correctly.

When it comes to marketing, staying top of mind is crucial, and a good way to keep people thinking of you is to share meaningful communications. But how do you make sure you’re getting a good return on your investment?  (more…)

Mix up your marketing strategy

Posted by: | July 19, 2012 | Best Practices, Marketing planning

When it comes to marketing, there’s no such thing as a one-size-fits-all approach. As all good marketers know, it can take years to find the right methods.

Though it feels great when you find a winning marketing combination, don’t rest on your laurels too long. Companies need to remember that what was a great marketing strategy five years ago might not be what’s best today.

Whether you need to boost sales or just want something new and different, there are plenty of ways to revamp your approach.  (more…)

Google’s Knowledge Graph: It’s all about discovery

Posted by: | May 17, 2012 | Google, SEO, Technology

Google is always evolving. Admittedly, some of my favorite innovations from the search engine giant are the interactive logos that appear every so often (did you see the zipper Google created last month in honor of Gideon Sundback’s birthday?).

Logo design aside, the company is trying constantly to create ways to search better, faster and more efficiently. There’s no stronger evidence of this inventive spirit than Knowledge Graph, Google’s latest and greatest in search result delivery. (more…)

Show off your swag

Posted by: | February 22, 2012 | Advertising Strategy, Best Practices, Branding

Tchotchkes, knickknacks, baubles, trinkets – these are a few of the synonyms for the “stuff we all get” at B2B events, trade shows and seminars.

I recently received a tote bag at a book publishing seminar that moonlights as a gym duffel. I drink my daily servings of water out of a plastic mug I received at a cooking trade show. I am what you might call a casual swag user.

The great thing about a tchotchke is that it sells you and your product – but what freebie is right for your company?

It depends. Before choosing, it’s important to know two basic pieces of information: your budget and your audience. (more…)

Homonyms 101: Don’t dye trying

Posted by: | January 31, 2012 | Best Practices, Blogging, Creativity

Homonyms are by far the most agreeable of the commonly known grammatical -nyms. Antonyms can never see eye-to-eye; synonyms are unoriginal; homonyms are a different breed. Despite their audible similarity, however, homonyms can give you the slip. They are the shifty con men of the verbal universe – just when you think you’ve figured them out, they elude you once more.

Merriam-Webster defines a homonym as, “One of two or more words spelled and pronounced alike but different in meaning.” Whether you’re composing an email or crafting an article for a trade magazine, clean copy counts, and falling victim to the phonetically fickle homonym in your professional writing is an embarrassing way to undermine your abilities. (more…)

The Simons Group: Where NYE adventures and Kanye West meet

Posted by: | December 30, 2011 | Blogging, Branding, Creativity

imageHave you decided what you’re doing this New Year’s Eve? If not, never fear – The Simons Group is here.

There’s nothing we love more than the opportunity to spread our creative wings and see where they take us. We’re pretty excited about our most recent endeavor – we hope you will be, too.

Check out our build-your-own-adventure New Year’s Eve card and let us know what you think!

5 must-read grammar tips

Posted by: | December 6, 2011 | due diligence, Online advertising, Puncutation

In homage to The Oatmeal’s charming illustration of the perils of 10 commonly misspelled and misused words, I present five of my very (least) favorite grammar missteps.

Enjoy some more words and phrases you or someone you know is using incorrectly, whether it’s in everyday conversation or in marketing materials and other business communications.

Let’s dive right in.

1. Champing at the bit.

While the phrase itself isn’t that sophisticated, knowing the right way to say it can elevate your grammatical street cred.

Margo: Theodore! They finally started stocking Beaujolais Nouveau at that lovely little bistro down the way!

Theodore: Thank heavens, Margo, I’ve been chomping at the bit to get another taste of that delicious wine!

Theodore’s heart was in the right place, but his words weren’t.

A truly fancy tongue turner would have said “champing at the bit.” Champing implies impatience, which is at the heart of the sentiment behind this phrase.

2. Comprise versus compose

Here’s another example of striking out on a home-run pitch. Comprise is one of those elusive words that rarely finds the right moment to pop out from underground.

How many times have you seen or heard “comprise” used this way?

The guest list is comprised of dignitaries and noblemen.

The AP Stylebook says that comprise means, “To contain, to include all or embrace.” It also notes that “comprise” is best used in the active voice, followed by a direct object. If you want to use “comprise” in this situation, say:

The guest list comprises dignitaries and noblemen.

3. For all intents and purposes

This phrase has been misused orally for so long that society has just decided to accept its mutation. Resist.

Wrong: For all intensive purposes, that cat has replaced Kathy’s oldest daughter.

Right: For all intents and purposes, that cat is spoiled rotten.

4.  Allusion and illusion

Although both words carry with them an air of the mysterious, they aren’t interchangeable.

An allusion is a reference, when something is mentioned. An illusion is deceitful – it tricks the senses by producing a false impression.

The 5-inch heels gave the illusion that Gwen was as tall as Jim.

Dave alluded to the fact that he was out of money.

5. Espresso

Just because it makes your mind race doesn’t mean you can mispronounce its name. There’s no “x” in there, people.

If you didn’t know these already, don’t sweat it – you’re not alone. That’s why we’re here.