July 2008 Newsletter

Office 2007
More and more of you are starting to move to Office 2007. I have upgraded one of my computers. It’s great!  However, there is a big learning curve because of Microsoft’s move from being menu driven to what they call “the ribbon.”  They’ve put many, many options for formatting photos, tables, etc. on the ribbon so you can do in one click what would have taken 5+ clicks in Word 2003, for example.

ExecuTrain has written 5 classes to help shorten the learning curve: Migration Overview, Word, Excel, PowerPoint, Outlook.  I’m going to teach them as online classes. Click here for more details.

ACT 11Sage is preparing version 11 for release. They won’t say when, of course, but my guess is for September. The last 4 versions came out in September so... I’m participating in the beta test. If you’d like a sneak preview, call me for a demo. The big improvement I see so far is the coordination with Outlook to handle email and to work with people in your office who aren’t on ACT.  If you haven’t updated from version 6 – 9 this may be your opportunity. Even version 10 users may want to consider the update if you’re a heavy email user.  They’ll drop the cost for the new version so you can upgrade at a lower expense.  I’ll keep you posted as I test the software and get more news.

Microsoft Office Specialist
On June 23rd, I passed the exam to become a Microsoft Office Specialist. This designation is a measurement of knowledge on Microsoft’s software. I took this first exam on Word 2003 – Expert level. I plan on taking the Outlook exam next.  Microsoft also has exams to measure the skill level of hardware technicians. The techs I refer you to are Microsoft certified. Stop by the office and I’ll show you my certificate!

What does this mean to you? It shows a technical skill level to back up my practical business knowledge. It also gives you confidence that I’m staying up to date on the latest technology so I can make the best recommendations for your business.

Word Tip – Better Bullets
Ever get tired of the little black circles that are commonly used for bullets? Me too! Here’s the path to find a whole new source.  You can also create your own bullets. That process is too big for a newsletter so here’s a link to the instructions on my web site.

1. Place your cursor where you want to start the bullets. Or if you’ve already created the bulleted list, select the entire list.
2. Click Format on the menu bar > Bullets and numbering
3. Click the Customize button in the bottom right corner of the window.
4. Click the Picture button on the right near the top of the new window.
5. Select the bullet you like.
6. Click OK 3 times to close the various windows.

Give your readers a break!  Show them something new.

ASBA Tech Salvage
I received this notice as a member of ASBA (Arizona Small Business Association) but it is open to non-members as well.  ASBA and Westech Recyclers have teamed up to offer a convenient, legal and secure way to recycle computer, medical, manufacturing and electronic equipment. On July 26th, 8 am – 12 pm, you can bring the items you wish to recycle to the ASBA office parking lot (4130 E Van Buren Phoenix) Free!!  If you have a large load, you can call Westech Recyclers and speak to Tom Holland at 602-256-7626. The pick up is free if you are an ASBA member.

This pick up is for non-functioning equipment or really, really old equipment (3 years+). If you have functioning equipment, here are some worthy organizations to donate to:

      Cell phones
      Computers, printers, etc.

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Create Your Own Bullets

Make your document stand out with custom bullets. Examples: We used a picture of a diver for a document about a swimming pool project. We used a leaf in a submital package on a building that we knew was going for a LEED certification. I use my logo as bullets in some of my project proposals.

1. The picture you want to use has to be saved somewhere on your hard drive so you can access it.
2. Place your cursor where you want to start the bullets. Or if you've already created the bulleted list, select the entire list.
3. Click Format on the menu bar > Bullets and numbering
4. Click the Customize button in the bottom right corner of the window.
5. Click the Picture button on the right near the top of the new window.
6. Click the Import button in the bottom left corner of the window.
7. Navigate to the location of the picture you want to use.
8. Select the graphic file. Click the Add button.
9. Your graphic will be added to the list of bullets.
10. Select your graphic.
11. Click OK 3 times to close the various windows.
12. A little bullet of your graphic will appear in your document.

You can use clip art or a photo to create bullets. You can change the size of the bullet by selecting the line the bullet is on and changing the font size. You probably need to change the font size of the actual text then to match the rest of your document.

New Graphic Design for Marketing Literature

Building on a marketing idea developed for a national trade show, Hollow Metal Xpress wanted to update their graphic design for all of their marketing literature. YCL worked with HMX to develop a plan of action. We didn't want to re-do all of the literature immediately! The first step was to create new door cut sheets. We next developed a matching set of black and white sheets that could be easily printed for submittal packages, training, etc.

Original cut sheet
New design
Black & white version

2 Time Zones in Outlook

If you do business in multiple time zones or even have family in a different zone, here's a great Outlook tip. You can see 2 time zones on your Day and Work Week calendar views.

1. Go to your Outlook calendar, click View and select "Day" or "Work Week."
2. Right-click the vertical bar showing the hours of the day.
3. Select "Change Time Zone."
4. Select “Show an additional time zone.”
5. Pick your desired time zone, give it a name in the Label box, and click OK.
Now you have two parallel time bars next to your appointments, so when you’re thinking about planning a meeting with your colleagues in the Bangkok office, you’ll know when they’ll be most likely to be awake.

If you choose Arizona as a time zone, Outlook is smart enough to recognize that AZ doesn't participate in Daylight Savings Time so that option is shadowed. Cause we're special!

Bonus Hint: If you need to check more than two time zones at a time, you might want to try a World Clock like the one on timeanddate.com. You can set up a Personal Clock then link to it from your Desktop.

New Web Site for Steel Dor!

Check out the new site completed for Steel Dor in Tucson, AZ.  http://www.steeldor.com/

Steel Dor manufactures metal and wood doors. They sell to distributors across Arizona as well as individual companies. They had a LOT of information to publish including electronic order forms, product specifications, installation instructions, etc. We used doors as their navigation buttons for the site.

One very unique feature on this site is the Daily Insult. There's a link at the bottom of each page. Steel Dor employees have a great sense of humor. Tim Troutman, in particular, has an interesting view of the world. He shares some of his favorite insults with us.

9 Tips to Help Optimize Your Landing Pages

For obvious reasons we tend to focus a lot on keywords and ad copy. They’re vital to getting search users to click on your ads. But once they have clicked, then what? Hopefully, they’re A) in a buyin’ mood and B) they’ve actually come to the right place.

You can help promote both of these results by optimizing your landing pages. Here are nine tips to help get your leads to stick around and buy from you:

1. Connect the search experience to the landing page experience.
Wherever possible, use the same language on your landing pages as you do in your ads. It’s a real disconnect when you click on an ad that reads, “Online Conversion Rate Counter” only to land on a page selling a “Conversion Calculating Service.”

2. Integrate your landing page into your site.
Some advertisers make the mistake of building stand-alone landing pages for certain keywords that are more-or-less “divorced” from the rest of their sites. This can make your business seem sketchy to potential customers, who you want to be able to trust you with their credit card info. A consistent experience across all of your pages and product offerings can help create a more convincing experience. (More on this below.)

3. Gain their trust.
Use trusted, third-party security providers and make sure their badges and icons are clearly visible.

4. Offer tips and suggestions.
How can potential customers best use the product? If you’re selling steaks, offer a steak au poivre recipe. There’s a potential for up- and cross-sell here, as well. Perhaps monsieur would enjoy a nice bottle of cabernet sauvignon with his tender, juicy filet mignon, oui? Just don’t go crazy with it, mon ami. (See 5 and 6, below.)

5. Stay on target.
If your ad specifies John Deere tractors, make sure all of your tractors for sale on that page are John Deere tractors. In other words, if I had been looking for Caterpillar bulldozers I’d have clicked on an ad for them instead.

6. Cut the clutter.
Your landing page should not be too generic and cluttered. This ties in with the tip above. If your ad is for discount wholesale 7Up, don’t clutter the page up with other un-colas. This helps keep the lead focused.

7. Ban the bling.
Your landing page should be cleanly and attractively designed, but avoid distractions like music or other audio, animations and revolving logos. These can distract prospective customers from their purpose, which is to buy the product or service that they need, hopefully from you. Again, keep ‘em focused on the task.

8. Give them something to do.
A little interactivity can help keep people engaged. For some products, especially big-ticket items, things like video testimonials and 360-degree tours may be good sales aids. Just let customers decide whether or not they want to view them by giving them control. And remember Tip 7: Keep the bling to a minimum.

9. Write right.
Language counts. Think of your landing page as a salesperson in a showroom. What would a salesperson say to a prospect to help “get to yes?” Here are a few classic pointers:

• Make sure that your headers and subheads are clear and direct.
• Deliver your value proposition right away.
• Offer a persuasive message near the call-to-action—You know: “Don’t be left out of this amazing offer,” etc.
• Be nice with your call-to-action copy—”Submit” and “Buy Now” can sound like orders and put some people off. “Try it Now” sounds nicer.

For more tips on landing page optimization, visit this page in our Help Center.

—Michael Mattis, Conversion Tipster
from the Yahoo Search Marketing Blog

Holiday E-Cards

This Holiday, Say it with an E-card
10 creative holiday email card ideas

by Gail Goodman, Constant Contact CEO
 

Why spend money on paper cards and postage when you can send an e-card? The holidays are a perfect time to send one to the people on your list. Here are ten ideas that will help you do more than just say, "Happy Holidays" with your e-card. Instead, you'll send one that makes your subscribers smile.

1. Show your face - Include a photo of you and your staff (or you and your family, if you're a one person shop) in your e-card. This is a great way to make it more personal. You can take a traditional photo or take a fun one of  your employees decorating for the holidays, you with a set of antlers on your head, or everyone with a glass of eggnog held up, saying "cheers." A more interesting photo will get more attention!
   
2. Give a little gift - Say thank you with an exclusive coupon. Ask them to print the e-card and bring it in for 20 percent off their next purchase, or to receive a special gift. You know what kind of "gift" is valuable to your audience. Make it special and make it clear that this offer is only for those on your email list, then it truly is exclusive.
   
3. Spread some cheer -Thank your list members by giving them something intended for forwarding. Include a family and friends' discount in your e-card. An enticing offer can make your e-card go a long way and get great results. Also, you can grow your list by adding a sign-up link at the bottom of the cards.
   
4. Eat, drink, and be merry - Share a favorite holiday food or drink recipe. Most people have a number of parties that they attend over the holidays, with workmates, friends and family. And many times they need to bring something. Help them be the life of the party by sending them a recipe for a dish or beverage that's guaranteed to hit a homerun. Make it quick, easy, and enticing. Include a photo (if you have a good one).
   
5. Ask for some love (nonprofit) - In the spirit of giving, invite list members to donate to or volunteer time to your worthy cause. Do you do something special for those you serve during the holidays? Let your list members know how they can get involved.
   
6. Be wise - Instead of the standard holiday greeting, include an uplifting quote, saying, or poem that will enrich one's soul. Look for something unique and inspiring that will resonate with your readers.
   
7. Have a little fun - How about using video? It's easy to upload a video of your staff on YouTube. You can then link to it from your e-card. Record your staff singing a holiday song, just saying happy holidays or, if you have some creative bones in your body, write a little two minute script and record a funny skit. Your list members will love that you tried to do something different.
   
8. Share the warmth (nonprofit) - Include a short story (and photo) about a person your organization helped. What a great way to end the year and thank your donors and volunteers for their efforts, by giving them an example of how they are making a difference.
9. Give a tip - Serve up a few helpful tips (relevant to your audience, of course!). You can send some general holiday tips like "5 ways to cope with holiday shopping" or tips that fall within your area of expertise. For example, a financial planner may send "
   
   5 Easy Ways
   to Save Money in 2008." Think about what would be useful to your audience. Be creative. And if that's not your forte, then brainstorm with a creative friend.
   
10. Be resolved - Share a resolution for the New Year. What do you want to do better, differently or more for your customers, clients or members in 2008? What have you learned from them that you plan to act on? What promise do you wish to make to them going forward? Include a brief statement about it in your e-card.
    

Remember to keep your e-card short and simple. That's what makes it an e-card, and not an e-newsletter. The holiday season gives you a unique opportunity to communicate with your list members and to do it in a fun and spirited way!