But you have to ask yourself: Is this the kind of publicity you want to get? It may work for Lady Gaga because her acts are all about sensationalism. She evidently wants to be portrayed as a way-out there edgy performer wearing bizarre costumes that are more art than clothes.

I give her a lot of credit for putting herself in that hot little egg. It was amazing that she could emerge from the egg (be born) and start dancing up a storm. Most people’s muscles would be cramped up and stiff all over.

I write this blog today about the famous lady and the egg because we all have to consider how we are going to get publicity. If you were a CEO or lawyer, you obviously would not show up at a board meeting to announce something important wearing an egg on your head. If you were Steve Jobs presenting a new life-changing mobile device, you would not come dressed in astronaut clothes. And if you were Mark Zuckerberg, you would not be in a blue suit. You would be wearing sneakers and a hoodie.

We all want to portray ourselves in accordance with our profession and our product. Stay with your brand. I don’t see the egg in keeping with Lady Gaga’s image — even though her PR person kept saying she was gestating or something like that.

In the end, the egg didn’t help her to win the Best Album Grammy.  It’s not always about what you wear or what stunt you arrange; winning awards is about ability, class and genius. Albert Einstein knew that it comes down to that. I guess that’s why he never combed his hair. Oh, well.

8 Questions To Ask Before Hiring A Freelance Writer

If you need content written for your business, searching out a professional can be a daunting task. How do you find a good writer without wasting more time and money than the end product is worth?

You can cut down on risk if you ask a few questions as you research professional writers. Some of these are easily answered by information on the writer’s website or other professional profile, and others you’ll need to discuss directly by e-mail or phone. Prioritize your needs in order to make decisions based on the answers you get.

What are your specialties? Some copywriters primarily craft articles for magazines and other news outlets or blogs. Others primarily create marketing content like that found on websites and brochures, landing pages, and online catalogs. Some write primarily for web outlets while others write primarily for print outlets. You’ll find many industry specialty combinations as well. If you don’t find it posted anywhere online, be sure to ask in order to be sure the writer is capable of fulfilling your needs.

What other industries do you write for? You may run into a writer whose style you like who has no samples in your field. Find out what other industries he or she writes for to find out whether they’re familiar with yours. This can be another way to discover the writer’s other interests, as well, since writers tend to like being paid to write about issues they enjoy.

Do you have any writing samples? You’d be surprised at the slim portfolios of some writers. Some don’t have permission to share much of the content they create due to non-disclosure agreements, or a lack of print-or web-quality samples from former clients. If a writer does not have a sample readily available, he or she should be happy to produce one for you within the requirements you set. Some writers may request a small fee for the sample.

Do you have any references I can talk to? If you see no client list or recommendation, and are still waiting for a writing sample, asking for client references is an alternate way to get a feel for a writer’s work. Ask former clients about the type of work done, and whether the quality met the client’s expectations. Don’t be shy to directly ask whether a former client would use the writer again for similar needs.

Who will be doing the writing? This is a question few people looking for a writer expect to have to ask, but it’s a valid one. Some writers receive so much work, they outsource or subcontract projects to other writers. Find out whether the writer you’ve contacted is the one who will be crafting your content. If it’s someone else, investigate the background and quality of that writer’s work.

Can you meet my deadline? Often a writer will ask for your deadline if you don’t ask first. Writers need deadlines to be able to schedule other projects around yours. If you’re not sure of a deadline, or there is no deadline (such as in the case of hiring a blogger), make that clear from the outset so you can work together to come up with a schedule or timeline of the process for the contract.

How do you charge and how much? This may be your primary concern, but if rates are not posted on the website, you’ll probably find it difficult to get a price range out of a writer before you’ve hashed out what it is you need, and how that need will be fulfilled. Try nailing down project specifics before coming to the money question in order to be sure of the best estimate.

Are you available for a long-term business relationship? If you like a writer, asking him or her to stay with you for regular assignments in the future can get you benefits like shorter turnaround times, bulk discounts, and a professional who will do the best he or she can to keep you satisfied (within the limits of the contract of course!). It reduces the amount of time the writer needs to spend finding future assignments, so many writers will be happy to accept your offer if they’re able.

Taqiyyah Shakirah Dawud is the sole copywriter and editor behind Deliberate Ink. She’s been blissfully crafting marketing communications for businesses and editing works for academics and authors since 2002. Upon the launch of her blog in 2010, she discovered she also enjoys writing useful posts on marketing techniques, the writing and editing process, and social media. You can find her on Twitter @shakirah_dawud.

Getting elected to public office requires PR or media relations. The candidate’s name needs to appear in local newspapers so voters become familiar with it. Voters may not know about the politics of the individual but if they get acquainted with the name, they are likely to end up voting for him or her on Election day.

I was once asked to volunteer PR services to help get a Family Court Judge elected. I had no experience working in politics, but agreed to help. The leader of the PR team assigned me to write press releases announcing endorsements by various organizations, such as the local labor union, Chamber of Commerce, and political groups.

Here is a summary of the tasks involved:

• Identifying groups and organizations that endorsed the candidate.
• Preparing a concise press release announcing the endorsement.
• Distributing the press release to the appropriate media outlets that covered politics.
• Following up to answer any questions from reporters.

This process seemed to work. It was pretty exciting when our candidate got elected. Of course, nowadays, it takes much more than press releases to get a candidate elected to national office. President Barack Obama used social media to get elected and it worked. I believe this was a major turning point in political PR.

Please contribute any suggestions you may have about political PR.

Prior to the digital age, doctors and lawyers thought it was unprofessional to advertise or promote their services. Most of the time, they received new patients and clients through referrals. One person would tell another about a good doctor or a reputable lawyer.

Of course, all that has changed. Lawyers advertise on TV and in magazines, and so do doctors. Everyone in the universe is promoting themselves through the Internet and through public relations and advertising. So the big question now is: Should a doctor have a website? Does a doctor or medical practitioner need a website?

Here are 7 reasons why doctors need a website and blog:

• People are looking for specific types of doctors to treat their medical conditions.
• Doctors specialize in specific areas of medicine. People with medical conditions, such as diabetes, high blood pressure, or gastrointestinal ailments will search for these terms to find doctors.
• People are looking for information about their symptoms. Doctors can provide educational information on their websites.
• People want to see what the doctor looks like. It makes them feel more comfortable before starting with a new doctor.
• The website is a good place to direct people to the doctor’s office. It should offer directions.
• Doctors can offer resources on their website, meaning links to other websites where prospective patients can find information that will help them.
• A website for a doctor should contain clearly written content that puts the reader at ease and gives them confidence about the doctor. It should include the doctor’s credentials, Board certifications, the college and medical school he attended. List post-graduate work and certifications.

There are many dignified ways for a doctor to promote his practice. Here are just a few:

1. Articles in local magazines and newspapers.
2. Speaking engagements at local meetings and professional groups.
3. Being available to reporters as a source for inclusion in articles and on TV.
4. Link from a professional association to your website and vice versa.

For more information about websites for doctors, call Arlene Hauben: 305-206-4488

Although Facebook was not originally intended as a professional tool, it certainly has become effective as a business tool to promote your business. Most companies and organization have a Facebook Fan Page to build and promote their brand and to provide a link that takes people directly to your corporate website. Of course, there are many other benefits to creating fan pages.

There are more than 500 million active users on Facebook and 50% log on in any given day. The average user has 130 friends. Facebook fan pages have become a business marketing and sales tool.  Fan pages allow you to interact informally with potential customers that are invited to visit your pages. Not only can you build professional relationships, but fan pages helps to increase visibility and stimulate transactions.

Professionals like fan pages to connect with potential customers.

Example 1:  Financial advisors keep the conversation going on Facebook by letting friends and fans know about local events and jobs in the area. Rather than hype their business, they educate and inform. They become a respected source of local news. By providing a service, you can build a fan base.

Example 2:  Real estate brokers provide recent local sales and market reports. Fan pages act as a newsletter with information about neighborhoods, what is selling, and median prices for different types of housing.

To get started, go to Facebook.com/Pages. Create a page. Select “Business” or “Brand” or “Product.”

After you set up your page, you can manage it by going to the upper right corner of Facebook. You will see “Account” link. When you open that drop-down, select “Manage Pages” and all of the pages you own are listed. You can go to the page and/or edit it.

Now, you will want to know how to drive traffic to your new fan pages. Kimberly Castleberry, social media guru, gives excellent advice on managing social media. Here is what she advised on how to build traffic.

“Social media happens when you integrate what you are doing on Facebook with what you are doing on Twitter, your blog, and your email list. You move the traffic between the three platforms,” says Kimberly.

1. Invite your email list to join you on Facebook.
2. Write a blog post about Facebook and invite your readers to join you. Ask them to share their fan pages and connect with them.
3. Get your Twitter followers to join you on Facebook and vice versa.

Well, that’s it for now. I am working on doing a custom landing tab in place on my FB page, a useful way to bring traffic to my page’s new landing tab and get likes/fans.

Please let me know how your fan pages are working out. I will add them to my Facebook pages.

Thanks to Kimberly Castleberry, http://www.just-ask-kim.com

Companies like General Mills are finding that bloggers are a great way to reach customers and generate buzz about a product.

General Mills has recruited bloggers, mostly moms, to review and give away products. The bloggers are not compensated in any way other than free product.

As a matter of fact, the Federal Trade Commission ruled that bloggers who endorse a product must disclose connections with the seller of the product or service. That includes free products for review.

Companies hope that bloggers’ reviews are positive. In the meantime, they are building warmer relationships with consumers by placing the product with the blogger. If the blogger seems to like the product, the consumers become more interested and is more likely to buy it.

BlogHer is a heavily trafficked blog that connects advertisers with women bloggers and their readers. The blog attracts millions of visitors and the attention of major companies like Ford, Proctor & Gamble, Kraft and Sprint, which buys ads. You can find exclusive offers here from HomeGoods, Laughing Cow Cheese, Jimmy Dean, and other companies that run sweepstakes and contests. You can also win prizes and gift cards and get coupons.

Retailers use blog sites to make special offers that engage customers. When CVS drug store promoted its “$25 gift card for a friend, get a $5 for yourself,” sales increased. When The Container Store and Uno tried the “buy one, get one” deal, they saw a 10 fold increase in sales.

What it really boils down to is this: Retail chains, restaurants, and consumer product companies are using blog sites as media outlets, the same as newspapers and magazines. Bloggers help create brand awareness and give products a warm and fuzzy feel, without the high cost of advertising.

• Brand building
• Advertising
• Signage
• Trade shows
• Public relations
• Media coverage
• Referrals

All of these promotion tools are still important. At the same time that you are active on Twitter and Facebook and other forms of social media, you still need to create press releases, advertise in the local papers, and network face to face to get referrals.

Add social media to the marketing mix. Online social networking provides one of the most efficient channels for marketing. It enables you to expand your customer base and have more direct contact with the customer.

For example, Little Twig, an online drug store, wanted to raise brand awareness and increase sales. The first step was to create Facebook and Twitter profiles. Little Twig then sent out an email marketing letter to all of their contacts requesting them to become fans or followers. Tweets and updates are posted on a regular basis to sustain visibility and create interest in products.

Here are a few other ways to use social media:

• Old news is new news to many. Think of a product that you want to promote and add some information to it. Maybe it’s a baby aspirin. Attach some recent research about baby aspirin and send it out as news through Twitter and Facebook.
• Announce the specials you are running at your store or from your website. Once is not enough. Twitter the special every few hours during the day and continue throughout the week before the special expires.
• Run contests and invite people to sign up for prizes and drawings. By getting people to sign up, you are engaging your customer and building interest.
• Send out holiday greetings through Twitter and Facebook and share a view on a current event. Let’s say you run a restaurant, beauty salon, or any type of business. Your message could be: “Happy New Year, we predict that business in 2011 is going to pick up. There are signs of an economic recovery on every front. Bring in a newspaper clipping about the economy and you will get a 10% discount on goods and services.”

On that note, best wishes for the holidays. Stay out of the snow. Merry Christmas and Happy New Year.

The survey indicates that time devoted to social media each month varies slightly by firm, but the most attention goes to Facebook (31%) Twitter (29%), LinkedIn (18%), MySpace (17%), and YouTube (14%). In only five years, the chance to network through social media has become a phenomenon.

Social media and blogs have to become a key element in every business marketing plan. Experts, such as Chris Garrett, a social media blogger at chrisg.com, agree that social media has to be integrated into your overall marketing communications effort.

Starting a Social Media Campaign

For companies with dynamic products and services, Twitter and Facebook are manageable places to start a social media campaign. The first question to ask yourself when starting a social media campaign is – what do I want to accomplish?

The first step is to create Facebook and Twitter profiles and then send out an email marketing letter to all your contacts requesting that they become our fans or followers.

Using your new Facebook and Twitter accounts, begin to follow associates and experts in your field. Retweet their tweets and share their news on Facebook. People will begin to follow your company and you. Here are a few tips about social media from Bruce Burke, iPayStation, a prepaid services company that provides international mobile top-up.

• Product Information – Old news is new to many. We take much of what we sell for granted but a tried and true offering can be news to your customers. Remind them of your products.
• Promotions – Announce the specials you are running. Once is not enough. Twitter the special every few hours during the day and continue throughout the week before the special expires.
• Contests – have people sign up for prizes and drawings. By getting people to sign up, you are engaging your customer and building loyalty.
• Industry News – provide information on changes, new laws, industry market reports, and trends. Customers look to suppliers for information. You can become a resource.
• Insights – share your views on subjects pertinent to the business.

Facebook Me, Follow Me on Twitter

Facebook fan pages are created as a business platform to post information and news, and even to sell products. But first, register on Facebook.com with an email address and password, then complete the profile portion. Search for friends, family and business acquaintances to build your Facebook community. You can write on walls, share news and comment on updates. Click what you “like.”

It’s time to create fan pages. Look for “ads and pages” on the left hand side of the Facebook home page. If it is not shown, click on “more” and it will come up. Ads and pages will take you to Facebook Fan Page where you can follow the prompts to set up your pages with pictures, logos, and ads. It’s all up to you to create the pages.

Now here comes the tricky part about Fan Page; in fact, this is the tough part of online marketing. You have to build an audience for the product. You need to drive traffic to the fan pages, in much the same way that you drive traffic to your corporate website. It’s all about engaging contacts and building links to pull in visitors and customers. “Until you acquire a band of followers and friends, it is like talking to yourself,” remarked Bruce Burke.

“If a tree falls in the social media realm and nobody is there to hear it, it does not make a sound,” explained Scott Spaid, VP-Marketing, In10sity Interactive. “One way is to build an email list or leverage existing lists you own to direct market the new product.”

Encourage fans and followers to contribute to the process. Engage them by asking them to suggest features they like in your products. Spaid suggests looking at what Domino’s Pizza is doing with Show Us Your Pizza campaign: facebook.com/Dominos.

Another way to promote fan pages is to offer special giveaways. Announce a birthday club and ask people to share their favorite birthday theme to win a gift certificate. By engaging customers and rewarding them, they become loyal followers.

Integrating Social Media

Social media promotion and online marketing must work in conjunction with traditional marketing methods, such as brand building, advertising, signage, industry trade shows, referrals, public relations and media coverage. For example, include your blog URL, Facebook fan pages, and Twitter handle on all press releases and emails.

One more example: write an article. Tweet the article link, post it on Facebook, and submit it to Digg.

Social media takes practice, but every business needs to socialize on the Web.

Not Facebook, but what a face.

Fans are interested in gift cards, discounts, contests, coupons and promotions. They are looking for add-ons and free stuff.
Restaurants and retailers that use Facebook to announce discounts and freebees are more likely to enjoy an increase in sales.
For example, if a restaurant chain offers a 2 for 1 special, diners might decide to come in.

Ask fans to bring in a baby picture and give them a free drink or dessert.
Run a contest and invite fans to vote online for the next Super Bowl winner. If they pick the right team, they get a free appetizer with every meal.
How are you using Facebook to promote your business? Drop us a line about your latest program and how it’s working.

Here are some tips on how to get attention through online channels:

1. Develop a custom promotion. For example, offer a gift card to go with the purchase of a product.
2. Feed the promotion information to influential bloggers that cover retail.
3. Announce the offer on Facebook and Facebook Fan Pages.
4. Announce the promotion through Twitter several times a day.
5. Send an email about your promotion to your customer list. Use an email marketing firm, such as AWeber, Constant Contact, or iContact to send email blasts.

Do you have questions about social media? Let us know how you are using social media and internet marketing to increase your retail sales.