There’s Money to be made in Blogging

Who’s this guy with plenty to say? Well, I come from Down Under and made aliyah in 1999. In 1950 I joined a private business and stayed there for 40 years. My field of expertise was in marketing and advertising. Yep, I learnt plenty.

Frankly, I think very few members of JobShuk are using this very unique and creative website to the best of their advantage to promote themselves and their businesses.

One enterprising person is the exception. You guessed it. Yonatan Maisel, (no relation.)  

Israel business men and women are certainly well educated and savvy. But they seem to lack the ability to promote themselves boldly and to effectively capture new markets and customers through the medium of the blog. Why?

Not Yonatan. He has analysed the value of blogging to build his business and he does it extremely well. What’s his secret?

Well, firstly he blogs. Just about every day. Check the last 20 articles published on this site. Yoni has written two-thirds of them. You may ask, so what?

By posting day-after-day-after-day his name becomes automatically connected to writing and this has a positive effect. When you bombard customers in this fashion, it certainly sticks.

Then, he makes sure that his writing talents are highlighted and varied in all his postings. Yoni is promoting both his name and his skills. That’s why his blogging works.

He works at it and takes it seriously.

Now, check the categories on the JobShuk site. The highest membership is that of WRITERS, then followed by BUSINESS SERVICES.

Where are the writers on the Article Page? Almost non-existent. And they represent the cream of the membership of JobShuk!

Blogging is a new phenomenon in the world of advertising. Properly used it can even be more effective than a paid advertisement. Furthermore, it comes free-of-charge.

Millions of people are blogging, but who bothers to read what somebody in Cambodia thinks about the President of The United States or what little Johnny ate for breakfast?

A hard-hitting informative business offer will attract readers, provided real benefits to the consumer are offered.

 But blogs must be regularly posted. Out of sight, out of mind. You’ll soon get lost in the advertising jungle.

And every day, certainly not less than once a week, but with more and more benefits to be constantly offered. Benefits that will improve the lives of people, from special deals to testimonials.

It’s so important to build yourself and your business. In today’s tough, competitive market, the weak will perish. No time to be shy!

Finally, if you can’t put together a hard-hitting and compelling blog, or simply are too pressed for time, find somebody who will. You’ll have to pay, but free lunches are off the menu in this day and age.

 

Lloyd Masel. 

fa********@***il.com

Creative copywriter.

 

 

 

 

 

 

Creative Copy. Just Write it Right.

There’s no shortage of people out there offering good suggestions about writing clever copy. Websites with promises and sound advice are in abundance, but the catch is you won’t uncover the secrets of success unless you buy their book.

Maybe good marketing for them, possibly little benefit to you. Good copywriting is more an art than a theory. It’s important, not just to have a way with words, but to play on words, in addition.

Let’s look at some novel ways of how to twist and turn language and manipulate it to build a stunning headline.

You’re not likely to find this sort of approach in books. It’s an individual concept and every individual is different.

The following examples are built around a few ideas and not lifted from anybody’s actual advertisements. They can be used should they suit your needs.

  

ONE FREE WHEN YOU BUY THREE

Of course, it’s nothing new. ‘Buy Two, Get Another One Free’ is the more common expression, but the compelling offer is the word ‘free’ and that needs to be at the top, not the bottom of the headline. The words ‘free’ and ‘three’ are rather poetic when used in this sense and might raise a chuckle from the reader. A much neater way to say the same thing.

  

   EVERYBODY LOVES A BARGAIN             NOBODY BARGAINS LOVE

Here’s a cute way to manipulate a well-known expression to describe romance and a suggestion to recognise a special occasion for loved ones with an appealing gift.

 

     DO CALL US, WE WON’T CALL YOU

The expression ‘don’t call us, we’ll call you’ is one way to reject an interviewee for a job. By twisting it around it becomes a clever way to combat telemarketing, spam and direct mail which offends many people by invading their privacy.

     

    DON’T COOK THE BOOKS                   CALL THE COOKS

Suggested for anybody in the restaurant or catering business. A play on words with much more taste than most advertisements. 

 

 

    OUR EASY-TO-READ WEBSITE                       A SIGHT FOR SORE EYES

Have a look at most websites. Full of pictures with brief wording and page headings on the Home Page. The play on words in this headline and the benefits for the reader are obvious and appealing.

 

 

             IF IT’S WORTH DOING                                  IT’S WORTH DOING WELL 

Nothing but the truth with a manipulation of words. If you’re going to do a job, make sure you make a good job out of it.

Clever use of language is the key to powerful copywriting. Use your creative juices to sweeten up copy and make it far more effective.

 

Lloyd Masel fa********@***il.com 

 

 

 

 

 

 

 

 

 

 

 

 

 

El Sistema. An entrepreneural miracle

In 1975, Simon Bolivar, an entrepreneur and visionary in Venezuela, created a unique social welfare system rescuing poverty-striken children from the slums. The program is exceptional and has produced amazing results.

The system revolves around classical music. At age 2 years kids are taught basic rhythms and the language of music. By the time they are 4 they learn to play an instrument. At age 6-7 years they are ready to play in an orchestra.

Today, there are more than 300,000 children in the system performing in 176 orchestras for children, 216 orchestras for young adults and another 400 groups of choirs, smaller ensembles and specialist orchestras. Since 1975 more than 800,000 children have passed through the system.

So, what is the relevance to Israel in this spectacular achievement? Lets look at the issues. Israel is respected world-wide as the country of entrepreneurs. We cannot ignore the plight and dreadful conditions under which some parts of our society live. JobShuk is the leading entrepreneural organization in the country.

Yes, but we don’t have a population of some 27 million like Venezuela. Granted, but we don’t need to aim at these astronomical figures. Anybody can operate at an appropriate level.

We don’t know anything much about classical music. Nonsense, there are more than 25,000 practising musicians in the country and over 100 concerts every month. What is lacking is the enterpreneural factor. Most classical music groups are too staid in their marketing practices.

So, where to start? I suggest you subscribe to my newsletter. It’s a weekly publication with interesting information and comments about classical music in Israel. It’s available free of charge to registered subscribers. Send me your name and e-mail address and I’ll post you a copy of a back issue. You can subscribe on the newsletter.

Of the hundreds of classical music groups in Israel including orchestras, choirs and smaller groups I could only locate about 25 websites. There’s certainly scope for business opportunities out there. Go for it!

Lloyd Masel 

fa********@***il.com

 

Do I Really Sound Like That?

Listen to your own voice on playback. Do you like what you hear? It’s a well-known fact that the majority of people surveyed after hearing their recorded voice are disappointed. Some are even horrified at what they hear.

"Do I really sound like that?"

For people who require convincing vocal communication for their livelihood such as selling, lecturing, teaching, negotiating and so on, it is essential they are able to deliver their presentation with the best and most effective skills.

Total control of the human voice is not quite as straightforward as many of us imagine. Far too often we simply take speaking for granted. Sure, it’s easy to speak, but what sort of impression is being made on the listener?

Consider some of the human emotions which can affect the voice. For instance, let’s say you are addressing a large gathering in a hall. You have center stage, complete with lecturn and microphone to assist. However, in front of a packed hall you’re probably a little nervous and this can create tension in the vocal chords making your voice croaky and uneven. Your audience is likely to switch off.

If you need to speak with authority and conviction to stress an important feature of your delivery, do you understand how to modulate the tone of the voice to draw attention and highlight the main points?

What about monotony of a presentation? It’s so easy for audiences to fall asleep if the speaker doesn’t understand how to keep the voice fluid, interesting and free from dull monotonous verbiage.

Don’t think these problems are common to speechmakers. Even on a one-to-one basis the same principles apply. The obvious difference between speaking to a large group as distinct from a small group, or just a single person, is that large groups are not likely to interrupt and shut you up. They’ll just tune out.

Singing and speaking require an identical method of vocal production for correct delivery. Singing is simply a prolonged extension of the tone produced from human sound. Nature provides us with all the necessary basic equipment, but to get the best results we do need to understand how to use it properly.

Serious singers can spend a lifetime studying for a professional career. In fact, good singers hardly ever stop learning. After all, nobody will engage a singer who can’t sing well. Yet, with speaking you may be pleasantly surprised how much more confident you will become and how much more efficient you will sound when you understand how to make the voice actually work FOR you, to enhance your delivery.

Let’s look at some of the fundamentals of voice production. The first essential is correct breathing, together with effective breath control, supported by a strong upright posture.

To keep the voice fresh and clear the muscles in the throat and vocal chords must be totally relaxed and supple.

To build volume and impact the body must produce strong resonance in both the chest and the head. It is simply wrong to try and produce good tones from the throat. The entire upper torso must be employed in the vocal process.

To some people, both singing and speaking with good quality tone and agility seems to come naturally. For most of us, we need to be coached.

Are some languages easier to speak than others?

Not surprisingly, the answer is ‘yes’. Mediterranean languages such as Italian, Spanish and French which flow freely on vowels are far easier to pronounce than language such as Russian and other Eastern European dialects with sometimes difficult consonant combinations.

English is a blend of both types where both vowels and consonants are of equal importance. In addition, good English requires understanding the right way to pronounce diphthongs – double vowels which are connected through a gliding effect.

The study of the voice for efficient speaking is neither complicated nor extensive. As an opera singer and somebody who has spent many years speaking publicly prior to making aliyah in 1999, I have learnt how to achieve the best results with my voice, both artistically and in an informative manner.

Check my profile on JobShuk for more details. I’d be happy to assist.

Lloyd Masel

fa********@***il.com

 

Enterprising Oleh Builds International Business

Avi Noam Taub and his wife Ahuvah are new immigrants from Toronto, Canada. They actually met in Jerusalem and following their marriage settled in the German Colony in Jerusalem. They have a baby daughter, Sarah Penina Brachah.

Taub was born in Israel but spent most of his life in Canada where he discovered at an early age the aptitude for typing at a very fast rate. This attribute proved to be the starting point of a newly found career in Israel.

In Canada, Avi Noam Taub graduated with a double major B.Sc. in statistics and economics. Upon making aliyah, he soon became known as a star transcriber while working on a project for an Israeli-based company, which entailed typing out broadcasts throughout the night from United States’ National Public Radio.

With the recent global economic crisis affecting the entire workforce, Avi Noam was made redundant. Yet, that setback didn’t deter him in any way whatsoever. Rather than seek alternative employment elsewhere, he decided to build his own business.

This is how Transcription for Everyone was born, a privately run and controlled business where the enterprising young businessman could hone his numerous skills and high level of expertise and experience. His website is easy to read and self-explanatory. www.transcriptionforeveryone.com

At first, small clients such as PhD students seeking interviews transcribed or elderly people wishing to record their oral history on paper were targeted by Avi Noam, but as his reputation and range of skills became more widely known, he attracted the attention of the upper end of the market, especially medical, legal and financial institutions. Currently, he has clients in Israel, United States, Canada and Australia and employs a staff of six professionals.

On the question of price, Taub is adamant that his rates are significantly lower than company rates published elsewhere, but he does acknowledge that in some non-English speaking countries, particularly in Asia, ‘supermarket’ prices are sometimes on offer.

"The issue a client has to recognize is that reduced prices are not always the most attractive proposition," quoted Avi Noam.

"It is important to follow standard transcription protocol for accuracy in transcribing. Non-English speakers do not always understand the culture and nuance of the English language. Mis-use of the language is frequently discovered on audiotapes and must be carefully analysed. Otherwise, the text can be wrongly worded and confusing after transcription," he added.

Transcription for Everyone also offers a full editing service to clients, in addition to transcription in English and Hebrew and translation from Hebrew to English.

Avi Noam Taub is also an amateur chazan and student at the Jerusalem Cantorial School. He is a board member and gabbai at his local synagogue in Jerusalem.

This young man has made a significant contribution to the State of Israel with his positive attitude towards aliyah, coupled with a determination to build a brand new business providing a stimulating and rewarding career. He deserves every success that comes his way.

Aviv Noam Taub can be privately contacted at the e-mail address of his company:

in**@**********************ne.com

Lloyd Masel

Creative Consultant

fa********@***il.com

 

Are Your Competitors Smarter Than You Think?

Ever heard of Muphry’s Law? No, not Murphy’s Law which states that if something can go wrong, it will. Muphry’s Law was created in 1992 by John Bangsund of the Victorian Society of Editors (Australia) and identified as the editorial application of the better-known Murphy’s Law.

Among other things Muphry’s Law states; ‘if the author thanks you in a book for your editing and proofreading, there will be mistakes in the book.’ Another observation says, ‘if a mistake is as plain as the nose on your face, everyone can see it but you.’

But getting back to Murphy’s Law, does it have an equivalent in the world of business? It certainly does. For instance, it is estimated that in the food industry out of every ten new products only one or two really succeed. What happened to all that sophisticated and expensive market research and the years of planning and development?

They simply got it wrong!

Mistakes in small business are not always easy to spot. The owner is mostly too close to the action or too busy to notice what is going on. It’s easy to blame the economy or look for external influences affecting a downturn in business, but perhaps your competitors are smarter than you think. Maybe they are directing business away from you without your knowledge.

Does that strike a jarring chord?

Just a postscript about Murphy’s Law. It was attributed to an engineer named Captain Edward Murphy who was stationed at Edwards Air Force Base in 1949 and who cursed one of the technicians working on his project.

"If there is any way to do it wrong, he’ll find it," snapped Murphy. The line stuck.

However, history goes back even further. In 1841 a newspaper in Ohio printed a parody based on a poem written by Thomas Moore.

"I never had a slice of bread, particularly large and wide, that did not fall upon the floor, and always on the buttered side."

Classic Murphy!

Lloyd Masel

fa********@***il.com

 

An inseparable duo. Poetry and Advertising.

"I shot an arrow into the air,                      It fell to earth I know not where:"

These famous lines from the pen of the legendary American poet Henry Longfellow were written many, many years ago. Had Longfellow lived in the 21st century, he may have written the following:

"I posted my website into space,      Whoever reads it, I have no trace:"

It never ceases to amaze me how many people post a brand new website and expect it bring them heaps of business without driving people to the site. There are several ways to drive more traffic to your website, but one thing that I cannot fathom is the number of website owners who don’t have any idea whatsoever about the current traffic on their site.

For example, information about who reads the site, where they live, what pages they prefer and so on are absolutely vital to determine how a website should be effectively managed.

There are numerous tracking devices available for this purpose and website owners without tracking should consult their webmaster about the best method of measurement they should use.

But let’s get back to poetry. While browsing through the social media I came across a member of JobShuk named Yonatan Maisel. Being so close to my own family name I made contact with him to enquire whether or not we were related. Well, we’re not, but what I did discover was Yonatan has a very compelling website where all his numerous credentials were clearly itemized.

One of his talents is writing poetry. I can think of no more qualified person to write advertising copy than a poet. The reasons are as follows:

Poetry is the language of emotion. Real life expressed in beautiful language. Aimed directly at the heart, not the head. And this is the critical factor.

Today, with a market of entrepreneurs offering so many similar products, the successful operators will be the ones who can reach out to people and present their credentials in an appealing and trustworthy manner. That’s where emotion becomes such a vital ingredient in the copy. Words are very powerful when correctly used. They must appeal directly to the senses of the reader. When misused, verbage becomes garbage.

Have a look at Yonatan’s website. You’ll be suitably impressed. You can access it through his profile on JobShuk.

As for myself, I’d also like to offer assistance for those in need. Take a peek at my profile on JobShuk where you’ll see some real benefits I’m offering for potential clients.

I look forward to hearing from you soon.

Lloyd Masel

fa********@***il.com

  

 

Is he Nuts? No, just smarter!

Not far from our home in Kfar Saba is a delightful and well-stocked store that sells dried fruits, nuts, herbs and spices and lots of other items used in the kitchen. Always busy and the staff is very friendly and helpful.

So, just what is special about this store that makes it so different from the local supermarkets that basically sell the same goods?

In a word, it’s the way they advertise. You see, customers love to try before they buy. In this store, customers are actually encouraged to taste before they spend. Everything is sold on open display, unlike the numerous supermarkets where items are pre-packaged and protected from the eager fingers of potential customers.

Mind you, it’s an unwritten word about ‘helping yourself’ in this store. Nothing is written about it, nothing is said by the proprietor, but everybody knows what’s going on. You actually see customers at the cash register busy munching away in front of the store-keeper.

Advertising is a funny business. You can spend thousands trying to bring customers into your store. Sometimes the most inexpensive and simple formula can work even better than the ‘big bucks’ operation.

Is this guy nuts? Not at all. Just smarter than his more cumbersome competitors.

There’s something else. The produce in this store is always fresh. That can only happen with a big turnover of stock. Believe me, it’s not all being sampled for nothing. The proprietor of the store always welcomes everybody with a broad smile.

And that only happens when you’re making money.

He’s creative and successful. Are you interested in a creative approach to your business? I’ve just edited my profile under the heading of Creative Consultant. Take a peep.

Lloyd Masel

fa********@***il.com

 

Selling with Success

It’s tough out there in the real world of business. Everybody fighting to sell their goods and services and would-be customers are not easy to convince. With the market flooded with sellers, buyers can afford to pick and choose. In many cases they simply become more and more confused.

Selling is an art, not a science. It’s a subtle business and the best way to learn the art is to actually live it, day and night.

Young entrepreneurs with products to sell should bear in mind that customers are far more interested in the benefits for themselves in preference to everything else.

The old slogan in advertising of ‘What’s In It for Me’ applies to the buyer, not the seller.

If you’re looking for a reliable copywriter to sell your goods or services, choose one who understands what makes customers buy. What turns them on. What makes them tick.

You may have the greatest product in the world in your eyes. Convincing the buyer to sign the order usually depends on the chemistry of the sales person, not the product itself.

Selling is a highly sophisticated business.

Lloyd Masel

fa********@***il.com