by Elle Ray | Jan 1, 2018 | Announcement
It Was the Best of Times … Well, in Some Ways
Ah, the great look-back. Everyone is doing it. You have your top news stories of 2017, the most popular movies, songs and books. Business stories, tech, banking and retail all have their own set of top 10 or 20 best stories looking back at 2017. And who can leave out politics from the year just passed? No one, that’s who.
Looking back at 2017, the staff at Ray Access experienced a range of emotions and experiences. From serious health scares to rampant writer turnover, the principals at this online writing firm wondered sometimes if they would survive the year intact.
But Big Business Ruled the Day
Health became the front-of-mind issue, as the partners had to pull together to make the business run. While the team recruited and trained a new set of (even better) writers, work at Ray Access not only exceeded expectations, it blew more than a few minds. Looking back at 2017, the highlights at Ray Access included:
- Gross receipts were nearly 10 times as much as 2014, the first year Ray Access was in business.
- Ray Access went international with two stunningly beautiful clients: a transcreation agency in Singapore and a drug rehabilitation facility outside Tel Aviv.
- Our proprietary Style Guide was completed, giving writers and editors succinct direction and solidifying the successful Ray Access style of writing.
- Substantial paychecks were written to freelance writers across the country for their excellent work.
- Relationships with a few national web development agencies were solidified.
- Planned more focused marketing directives to reach out to more marketing, SEO and web development agencies.
Who Knew?
As journalists, tech writers and book editors, we always knew that we brought a broad range of talents to bear at Ray Access. And looking back at 2017 only verifies that. Being able to research any topic has always been one of the hallmarks of the writing team — and something we felt proud to advertise.
But who knew, upon reflection while looking back at 2017, that we would actually become experts in such disparate industries as:
- Dental — one dentist told us he actually learned new things from the pages we created for his website!
- Super high tech for 2017 and way beyond, concerning the Internet of Things (IoT) industry
- Pet preferences, tea parties, yoga positions and much more
It’s Better in the Mountains
Not to toot our horn — well, maybe there’s a little tooting going on here — the Ray Access team keep on top of what’s trending the world over, all from the small mountain city of Asheville, North Carolina. This progressive, artsy community that we call home may someday fall to the lords of fashion and trendy living, but for the time being, it does its own thing. And we’re happily inspired to be here.
From this marvelous place, the muse is alive and well for the Ray Access leadership. And she keeps us tight with the trends too. Consider that looking back at 2017 brought these woodsy wordsmiths writing gigs on topics such as:
- The latest environmentally friendly way to collect and reuse rainwater
- Trendy fashion wear for the elite pooches of Manhattan
- What Chinese travelers value most from their hosts
- How reusing your own blood can cure many previously incurable conditions
- And of course, how a smile makeover can change your life
What will 2018 bring? We can’t say for certain, but like the mountains themselves, the future has us looking up. When you need help writing content for your website — whether you need complete content, several blog posts or merely editing services (which always make a big difference) — contact the experts at Ray Access.
Ray Access is a content marketing firm that delivers targeted words to empower your business. Contact us about your specific project to receive a quote or discuss your needs. We write website copy, blog posts, e-newsletters and more. Everything we do is thoroughly researched, professionally edited and guaranteed original.
by Elle Ray | Dec 19, 2017 | Blog Writing
Blogging Follows Trends; Here’s Some for 2018
You may wonder, as do we, which is more productive:
- To live in the moment, one day at a time
- To live for a time in the future when everything finally falls into place
At Ray Access, we teeter somewhere in between on most days. While numerous blog predictions across the country could have us celebrating prematurely at the notion that small business is going to boom under the Trump admiration’s tax bill and pro-business agenda, we’re just grateful for what we already have. Some blog predictions say this is a business-minded president if ever there was one, while others beg to differ about who he really cares about.
Besides, most of us aren’t in the same bracket as those business people running the country anyway. Like millions of small business owners, we think in terms of thousands, not billions. Still, we’d like to venture out as 2017 draws to a close and make a few bold 2018 blog predictions. We can dream, after all, even when we embrace the many gifts of today.
And the Beat Goes On
The blog writing team at Ray Access is acutely aware of what’s hot in the blog marketplace — in other words, those topics readers will be looking for as they browse the internet. When you can hop into current events, get ahead of trends and excite and energize internet readers with your topics, you gain credibility — and more traffic to your site. Hopefully, you garner some new business in the process as well.
As we create lists of topics for our blog clients, we have to think ahead. And when we develop our own blog topic lists and acquire new customers because of our exceptional originality, we like to think we tap into something special. So here are a few of the topics we think will trend heavily as 2018 starts:
- All things Trump. The 45th President isn’t going away. While the calls for his impeachment may gather steam, they will for the most part whither out as bigger challenges develop in the United States. So go ahead and refer to The Donald in a few blog posts as you prepare your 2018 content marketing plan.
- Privacy as tech continues to invade our lives. Smart homes often are occupied by not-so-smart families who open themselves up for enormous probing just so they can get access to the latest talking refrigerator or pre-heated bathroom. Smart homes are here now, and they’re going to get more popular. Just make sure you don’t skimp on the privacy upgrades for every addition you make.
- Drones — and the range of options, issues and challenges they pose. As Christmas gift lists were being bombarded with toy and amateur drones in Christmas 2017, 2018 blog predictions include plenty of room to incorporate the growing trend into your own corporate copy. In other words, think of ways drones will impact your business or your customers’ lives.
- Spicing it up in the kitchen. One of the big trends in “foodie utopia” in 2018 will be the use of spices to make your meals healthier. Spices like turmeric have long been known to increase circulation. Expect this spice to get an even bigger boon in the next year, right along with cinnamon, cumin, ginger and garlic.
- All things mobile. Our blog predictions for 2018 include a spot for mobile connectivity. This will be the year that mobile surpasses laptops and desktops as the primary device for the internet of things (IoT). If your website isn’t mobile friendly by the end of 2018, you may as well close it down and install a fax machine. This also means that your blogs and e-newsletters must be totally readable on mobile devices, too.
Short, sweet, easy-to-digest and interesting enough to repost — that’s exactly what your blog should be. And include some of these blog predictions to increase your click-through rate. Stop using your blog to send ads to your followers! It’s time to join the 21st century, where you’ll find a slew of new friends and followers. They’ll matter to your business in 2018.
Ray Access is a content marketing firm that delivers targeted words to empower your business. Contact us about your specific project to receive a quote or discuss your needs. We write website copy, blog posts, e-newsletters and more. Everything we do is thoroughly researched, professionally edited and guaranteed original.
by Elle Ray | Dec 4, 2017 | Blog Writing
Remember: Blog Posts Are Not Advertisements
Ads are ads, and blogs are blogs. Timely blog posts aren’t press releases, nor are they detailed white papers. Blogs represent an entity all to themselves, and they really deserve the respect and credit that other forms of communication receive.
In fact, blogs truly provide one of the best ways to reach your clients without slamming them with special offers, sales or promotions. Most people will, after all, just block you if all you send is advertisements for your goods and services. Customers want to feel appreciated and they want to believe that you really do care about their welfare and their happiness. People do business with companies they like.
Timely Blog Posts Add Value
When you create timely blog posts tagged with seasonal sentiments and useful tips, readers flock to your blog to get in on the latest trend or fashionable gift. Timely blog posts tie into local, regional, national and international news, politics, entertainment and sports. Timely blog posts have very little trouble finding keywords because they are the embodiment of current searches.
“Trump This Holiday Treat” and “Sexual Harassment Not Invited to this Holiday Soiree” are headlines that draw tons of attention in December 2017. Timely blog posts for the holiday season are easiest of all and might include:
- Top 10 Fitness Gifts in 2017
- Best Gifts for College Kids
- How to Throw a Holiday Party on a Budget
- How to Avoid Party Germs
- Tips for Glamming Up Your Holiday Wardrobe
Make It Fit
If you don’t sell any of the above items or work in any of those fields, no problem. Your blog is not about you — it’s about your readers. And if these are the kinds of topics that interest them today, then those are the kinds of topics you need to be writing about. Then, after reading your oh-so-informative tip list, readers are more likely to click on your sidebar that just happens to lead to your homepage and your latest deals.
Make your blog fun, quirky, or full of must-have information to get readers through the season. and they’ll oblige by checking out your links. Blogs are not meant to tout your deals and espouse your greatness. They’re meant to hold the reader’s attention, give them something for nothing and even lure them into reposting your article or sending it to their email list.
Place a link in the body of your blog to generate traffic to preferred website pages. Links should be unobtrusive and work seamlessly with your whole timely blog focus. Your readers will thank you for not hitting them with deals in every paragraph or pictures of your products on every line.
Just Be Considerate
Timely blog posts are considerate and, well, timely. They are articles designed to add more information to a current conversation, give your readers helpful information that they can really use or provide tips on topics that are on everybody’s mind at the time.
And don’t lure in readers with headlines that promise timely blog posts unless you can deliver on the promise. Nothing feels worse than being tricked. No one likes to be the butt of a marketing joke. Give readers what they expect, and they’ll come back for more of your great timely blog posts.
And if you have any trouble thinking of timely blog topics, by now you know whom to call.
Ray Access is a content marketing firm that delivers targeted words to empower your business. Contact us about your specific project to receive a quote or discuss your needs. We write website copy, blog posts, e-newsletters and more. Everything we do is thoroughly researched, professionally edited and guaranteed original.
by Elle Ray | Nov 28, 2017 | Small Business Advice
Trying to Decide Whether to Work for Yourself?
Believe it or not, but about one in three Americans label themselves as self-employed. That includes freelancers, contractors and small business owners. Like self-employment pros and cons, it’s a good thing for many and a terribly challenging option for others.
Those numbers don’t even take into account the number of Americans who wish they could be self-employed, who dream of one day telling their bosses to bite it and others who’re working towards the goal of “living the dream.” With self-employment pros and cons on the table, do you think it may be for you? Maybe or maybe not? Let us help you decide.
What Are the Odds?
Like many small business owners, we’ve had periods of employment, as well as self-employment. We’ve experienced self-employment pros and the cons, as well as the ups and down of working to someone else’s timetables. As with most things, to make a big decision like whether to switch to the other side, we put each move through the list brigade — a list of pros and cons — and the side with the most checks wins.
At times, pros outweigh cons, and we’ve sought self-employment. And then, when we’re at the end of the rope, the con side tips the balance sheet, and we seek release from all responsibilities with regular jobs. Either way, the process works for most big life decisions — from should I end a relationship to should I quit my job: the side with 51 percent wins. 50/50 goes back to the drawing board and landslides get no further consideration.
When the Positives Win Out
Running a business, being your own boss: when it’s good, it’s really good, kind of like that perfect relationship that you can’t believe you finally found. When self-employment makes you happy and makes you money, it’s pretty darn cool.
Other pros include:
- Flexibility. Want a day off? Don’t want to do that particular job? When you’re the boss and if you can afford it, take the day off, tell that cranky client good-bye and work when it suits you. Flexibility, which also means working many 12-hour days and 7-day weeks, is one of the highlights of self-employment.
- Passion plays. You get to do the kind of work you feel like you were born to do. If the environment is your passion, if dogs give your life meaning or if crafting a cool sentence gets you off, you can do it in your own business.
- No limit to income. You’re the only limit to your income. Sure, the economy at any given time may play a role, but truly, you govern your income based on the level of work you’re willing to put into it. You set your goals, and it’s up to you to reach them.
- Dress for your success. I love to stay in my pajamas until mid-afternoon. And I can when I’m writing and editing all day. The commute is awesome too. When others are grappling with rush-hour traffic and cold-morning commutes, the self-employed can do the books, stay in the home office or just work the phones all day, depending on your business model, of course.
When It’s Bad, It’s Awful
The thing is, most of the pros can be turned upside down and made to be the bad guys. Self-employment pros and cons are just two sides to the same coin. And when those smiles turn into frowns, it’s not a happy place to be, which makes us wonder why so many people choose self-employment. Things that can turn around:
- Flexibility means working when your staff doesn’t show up. It can mean working holidays and weekends and nights and mornings and all hours if you want to get paid.
- Passion may grow old after a while. Sometimes, the thing you love most turns into your least favorite thing to do after doing it all day every day.
- Income can be so unstable that some days you don’t even have enough to buy a coffee and a bagel. Unstable income is one of the unhappiest side effects of self-employment.
- Dress for success takes on new meaning when it comes time to get out and network or attend a community function. Whoops, forgot to buy new business attire this year (or last).
Weigh Self-Employment Pros and Cons Before You Try It
Or get Mikey to try it; he likes everything. It used to be that many people went to work for “the man” just to get the bennies, but healthcare and dental insurance are not assured for the working class in America today. So that’s not always a reason to stay in a job that isn’t fun anymore. Self-employment pros and cons take on new meaning altogether when you talk about fun. Should work really be fun anyway?
And if it’s not fun, or at least satisfying, or paying you enough or giving you any reason to get out of bed in the morning, then maybe it’s time to try the route that 33 percent of your fellow Americans have gone — and start a business. You can always go back to work. The “man” is always hiring. But you may not always be in a position to give it a try. And you wouldn’t want to lie on your deathbed and wonder, what if…
Ray Access is a content marketing firm that delivers targeted words to empower your business. Contact us about your specific project to receive a quote or discuss your needs. We write website copy, blog posts, e-newsletters and more. Everything we do is thoroughly researched, professionally edited and guaranteed original.
by Elle Ray | Nov 21, 2017 | Small Business Advice
Who’s on Your Gratitude List and Why It Matters
In our e-newsletter this month — and if you haven’t signed up for it yet, get our monthly newsletter here — the theme was, “Don’t Be a Cliché.” We believe they’re a shortcut indicative of lazy writing. And here we are about to break that rule…
But on second thought, being grateful is never cliché, even though it may only be once a year when we truly stop to take the time to thank others who have helped us throughout the year. Building a gratitude list is something that we at Ray Access like to do on a regular basis. It helps us appreciate what it takes to run a small business.
As a successful partnership, we’re grateful for each other. If one partner falls behind, the other one’s there to pick up the slack. If one wants to throw in the towel, the other sets him right. We keep each other on track, focused and motivated. We have high expectations, and we push each other to reach them.
It’s Often the Little Things
Building a list of the little activities in life and in business that we feel thankful for actually leads to a very long gratitude list. After all, success rarely is the result of one super-big event, but more of an accumulation of individual considerations and special moments. And even those memories that seemingly don’t belong on the gratitude list often carry side effects for which we can find grace.
To that end, here is a gratitude list of Thanksgiving blessings for which the partners at Ray Access are grateful for, coming to you with our blessings to steal any one or all of them to which you too can relate:
- Co-workers who pick up the slack when you’re sick. Family and friends who come to the door bearing gifts of time and treasure to pitch in when you can’t do everything you need to do because of some unforeseen illness that knocks you off your game for a while.
- Family members who allow these free-spirited entrepreneurs to flourish, who forgo the lavish cars and vacations so that their loved ones can pursue their own path to happiness. Because God knows, being a small business owner doesn’t always guarantee a high, let alone a regular, income.
- Decision-makers who place a priority on shopping local and using local contractors whenever possible. Especially in a community that attracts entrepreneurs and free spirits, Asheville business owners who use local talent deserve to be high on the gratitude list.
- New clients who dare to take a chance when they need content for their business, but don’t understand how someone else can write it. We take them by the hand and lead them through the process. They’re always amazed at the results. One dentist client claimed, “The quality of the content is outstanding! We even learned a thing or two.” Imagine that!
- Repeat customers who haven’t forgotten the outstanding service they received. Business leaders who keep a digital Rolodex of contractors who did good work in the past often return when the service provider needs them the most.
- Team members who stick around when the work isn’t flowing and who are as loyal as the repeat clients. We’re grateful for these workers who tell their employers that they aren’t going anywhere.
- Readers who appreciate good writing and quality editing. Supporters of proper grammar and punctuation who sign up for well-crafted newsletters and take the time to read through a blog that catches their attention. And a special place on the gratitude list for those who respond.
- Difficult clients who cut ties on their own. Some clients are just more difficult and time-consuming than others. While we try to accommodate all our clients, we breathe a sigh of relief when they decide to move on without us, often leaving behind valuable lessons.
A Year-Long Gratitude List
These are people, situations or businesses that should never be taken for granted. It’s not always a given that just because an organization touts support for local business that they end up actually hiring local talent when they have the chance. You know who you are! Very often, people say, “Let me know if there’s anything I can do to help,” but are nowhere to be found when you ask. You know who you are!
And we shouldn’t expect clients and employees to just know how much they’re appreciated. You never have to worry about being a cliché when you take the time to say, “Thank you.” So if we don’t say it enough, or if we haven’t said it to you lately — Thank You! You know who you are! And we’re deeply touched by your presence and grace … for our business and for our lives.
Ray Access is a content marketing firm that delivers targeted words to empower your business. Contact us about your specific project to receive a quote or discuss your needs. We write website copy, blog posts, e-newsletters and more. Everything we do is thoroughly researched, professionally edited and guaranteed original.
by Elle Ray | Nov 2, 2017 | Agency Advice
A Guide to Help You Hire the Best Writer
Whether you’re a start-up online company, a website development agency or a firm looking to staff your growing marketing department, you want the best content writers your budget can afford. But with so many writers out there, how do you decide? What qualities should you look for?
Some writers offer to write whatever you need. Others only want to write blog posts. Still others focus solely on public relations writing. When you can’t afford to hire a specialty writer for each specialty you need, you need to do your research, conduct interviews and review samples. During that process, you’ll encounter advice on both sides of the controversy about the pros and cons of hiring generalists vs. online specialists.
There are certainly advantages and disadvantages to both sides. Even the principal writers at Ray Access wrestle with the pros and cons. As entrepreneurs who maintain a very strict niche policy, sometimes they buck trends and local advice. For example, while Ray Access is an online company and content provider:
- Is it better to offer a diverse range of services and products to a range of clients?
- Or is it better to stick to our expertise and hang doggedly to the moniker of online specialists?
It’s Not Always Black or White, Good or Bad, Devil or Angel Stuff
For one thing, too many entrepreneurs settle into an inflexible mindset. Just because one way is good, for example, it doesn’t necessarily hold true that the opposite is bad. It may be just different. And the pendulum can even swing both ways — one day, it’s best to remain online specialists, but the following week, it’s better to cover the bases as a wide-open online company.
But most of the time, it’s ideal to find your place, carve out a brand and ride it straight to success. When you meddle with your focus too much, you may actually end up completely losing your edge, your competitive advantage, your raison d’être — or whatever you want to call it — and having nothing at all to show in the end.
Make a List; Check It Twice
Lists can often help you when you’re trying to test a solution. You can, after all, listen to the naysayers and the naggers all day long and still end up on the fence. So sit down and make a list of the pros and the cons of either being an online company that dabbles in a bit of everything and is available for your clients’ every need or living up to your true potential as an online specialist who is very good at one thing.
Consider first the pros of specialization:
- You’ll at least have one exceptional product or service
- You don’t have to wonder if you can take on a project or not
- It’s easier to develop a clear brand identity
- You become the calling card
- You know where to put your training resources
The cons of specialization can be equally “con”-vincing:
- You offer something for everyone
- You can take on many more projects and won’t have to “leave money on the table”
- Your identity is well-rounded
- “Give it to Mikey; he’ll do it” — you become the go-to gal or guy
- You can always hire really detailed specialists when you need them
Many Paths, One Goal
It’s said that generalists at an online company know a little about a lot of things, while online specialists know a lot about one thing. Maybe the richest company is one that has room for both. And that leaves out the majority of small start-ups — unless of course you’re the generalist in the room that wants to start up an online company with a little something for everyone.
A lot depends on how hard you want to work, too. It takes a lot more work, research and training to serve many masters, whereas it’s always easier to get from Point A to Point B by the most direct route possible, the route you know best. It’s a lot less frustrating too, once you define your strengths and forget about trying to be the Jack or Jill of all trades.
The Teeter Totter of Trends
Like many things in life — and in business — there’s no right or wrong, black or white, all bad or all good. But there is a lot of gray, and face it: a lot of color when you run a small business. At Ray Access, we continue to ask ourselves this monumental question:
Do we want to be an online company with many solutions for a multitude of clients or should we stick in our lane and continue to be the best writers and editors on the planet — period?
Most days, we’re satisfied with our niche, the corner of the internet that we’ve carved out for our expertise. We started the company with the idea of being online writing specialists, so why not flaunt it? But on those days that we look out at the vast wasteland that is the domain of every online company and see the potential — in other words, when our minds get bigger than our talents — we ponder the path that so many others have taken, to the world of generalists who seem to be raking it in on every corner.
Most days, we don’t hesitate at all. Occasionally, it may take a full minute. But in the end, we say: “Nah, we’re good.” Being the best at what we do is way better than being just another generalist chameleon.
Ray Access is a content marketing firm that delivers targeted words to empower your business. Contact us about your specific project to receive a quote or discuss your needs. We write website copy, blog posts, e-newsletters and more. Everything we do is thoroughly researched, professionally edited and guaranteed original.
by Elle Ray | Oct 17, 2017 | Agency Advice
Your Marketing Agency Needs the Right Writer
Just because a writer can pen amazing novels, that doesn’t mean he can write a decent blog. It’s a different kind of writing. And just because one of the staff members at your marketing agency comes up with the most creative slogans, that doesn’t mean she can write a coherent webpage. All writers are not created equal; they have strengths and weaknesses.
Novelists, for example, don’t even need to back up their suppositions with reputable resources; they just have to be able to tell a good story. Meanwhile, nonfiction writers have to tell a good story, too, while relying wholly on research. The fiction writer has his creative ability and eye for detail, while the nonfiction writer has the rare ability of translating other people’s words into new, often enlightening phrases. Different writers specialize in certain types of writing. For example:
- Copywriters excel at being able to come up with snappy catch phrases that are used to sell a product or service.
- Journalists combine the talents of a nonfiction author with the brevity of an online writer.
- Columnists convey opinions with convincing alacrity.
- Screenwriters and playwrights mix dialogue with scene-setting.
- And freelance writers are hired guns who often claim to be able to write anything, anytime, anywhere for anyone.
A Place for Every Writer
As long as the human race relies on words for communication, writers of every ilk have a place in the world. And as long as writers continue to populate the entertainment and information pockets of every country’s literate population, all kinds of writers can find places to hone their niche crafts. It’s when publishers don’t (or can’t) differentiate between what kind of writers they need that trouble sometimes arises.
A marketing agency that expects its copywriters to populate their newest website pages with informational content is not going to end up with very clear, valuable pages on their website, for example. A book publishing house that expects a screenwriter to produce a fabulous piece of fiction equal to their latest hit Broadway show may end up sorely disappointed, if not left completely empty-handed.
Get the Right Writer for the Job
Many of the writer categories mentioned above can cross-pollinate various media, but not all can do it successfully. So when you need to hire a writer for your marketing agency, for example, make sure you look at clips (that is, examples) that illustrate the kinds of writing you need to produce for your clients. Hire the right writer for:
- Blog posts
- Website pages
- Advertisements
- Promotions
- White papers
- Newsletters
- Press releases
And if you choose to rely on a freelance team, such as the writers at Ray Access, look for even more proof that they are capable of producing the content your clients need. As a marketing agency, you can’t have columnists writing ad copy that’s based strictly on one person’s opinion, for heaven’s sake. And novelists might be able to take your client to an entirely new level, but can they succinctly put into one memorable line what your client does best?
Background and Experience Prevail
This doesn’t mean that a prolific poet can’t execute a catchy jingle or that a nonfiction writer can’t put together a white paper (also called long-form content) for your client. But it does mean that no matter what kind of writer you hire, don’t assume that just because he can write a clever resume, he can write the kind of writing you need.
Experience and skill count when it comes to writing commercially — especially when it comes to writing that’s designed to be read online. As a marketing agency, you’ll be putting your client’s messages online, so check on both the background and the experience of your writers.
Coming next week: What makes online writing so different?
Ray Access is a content marketing firm that delivers targeted words to empower your business. Contact us about your specific project to receive a quote or discuss your needs. We write website copy, blog posts, e-newsletters and more. Everything we do is thoroughly researched, professionally edited and guaranteed original.
by Elle Ray | Oct 3, 2017 | Communication
The Importance of Communication to Business
The words you say — and the way you say them — may change over time. The devices you use to send those messages get smaller and smaller every year. And the voice delivering the statements may not even be your own, but something artificial. But no matter who, what, where or how your message is delivered, the importance of communication never goes out of style.
People grapple with generational differences. It may be Baby Boomers versus Millennials in a race to see who’s going to be coolest. Or perhaps it’s Gen Xers trying to outdo Depression-era elders in a pitch for relevance. More and more, competing voices from different ages may not use the same slang, but they may actually be saying the very same thing — and yet they can still end up arguing over who’s right and who’s wrong.
Communication is vital for society, and yet it changes all the time. Every new generation comes up with its own accepted words: “groovy,” “cool,” “bad” or “killa,” just to name a few. If you own or run a business, it means you have to take into consideration the culture of your target audiences — all of them. It just may be time to brush up on the trendy parlance while ditching your old vernacular, especially if you intend on reaching all the available markets.
The Importance of Communication in Business
It’s one thing to have a communication gap within the ranks of your company. You can always hold in-house workshops to help the various generations learn how to speak to one another, or let them duke it out (metaphorically, of course) in your dining hall or HR offices. And while the importance of communication can’t be overstated for smoothing your internal operations, you won’t have any internal operations to worry about if you don’t bridge that gap with your customers and potential customers.
If the first step in overcoming a bad habit is to admit you have a problem, then the first step in updating your marketing message is to realize that maybe your message isn’t hitting all the targets you’d planned to hit. The importance of communication in your marketing message can’t be all things to all people. You have to keep an open mind and be willing to admit that maybe you don’t have all the answers. Maybe, just maybe, you are wrong sometimes!
The Fix Is In
You may believe that to reach all the generations, all you have to do is to cover all the delivery bases. So you put your marketing message out in the local newspaper, in industry magazines, on your website and through a ton of social media platforms. Covered? Not quite. You also must be sure that your message is clear and understood by everyone who receives it.
Take a look at few examples that show how a simple word or phrase can be taken so differently by diverse generations:
- “Are you going social today?” If you ask a younger client, she may think you’re asking if she’s spending time on Twitter, while if you ask your older readers, they may think you want to meet them at a dance party.
- When an older person says, “Sure,” she means “OK.” Younger people, though, use the same word when they’re not paying attention.
- “Special” used to mean precious and uncommon. Now it’s basically a euphemism for someone with a mental handicap.
These just show a few tips of the icebergs floating in the treacherous waters of mindless communication. That’s why the importance of communication — actually reaching your target audience — is the key to marketing. Bad or miscommunication can break your marketing campaign if you’re not careful. And there are plenty of examples that are far worse, such as believing that all you need to do is get the syntax right and your true intentions become abundantly clear.
The Fix Is Not In
You know what happens when you assume something. It almost always ends poorly. And that’s what happens when you assume that everyone in your target group speaks the same language, cares about the same values and relies on your services and products with equal passion. You learn the importance of communication if you try to reach the masses the same way you send a text to your partner.
In other words, communication can be a tricky thing. You think you’re saying one thing, but your audience hears or reads another. You have to understand that not everyone takes the importance of communication the same. Speaking to a 20-year-old is not necessarily the same as talking (loudly) to your grandma.
No one business can get it all right all the time. Instead, remain open-minded and maybe add a Millennial or two to your marketing team, especially if it’s almost completely overrun with Boomers. And if your target market is wide-ranging, make sure those young’uns have an old-timer in the room to “keep it real.”
Just Fix It
Accept the importance of communication to you and to your company. Make sure your message is not only heard, but understood. If your words have to be explained, if a sentence has to be read twice or if your daughter and your mother both raise their eyebrows at your attempt at humor — it may be time to just rewrite it.
Instead of trying to be hip and trendy, stick to words and phrases that everyone understands and appreciates. And then you’ll be sure to get your message across. When you say “fix,” for example, your readers won’t write you off as an addled drug addict, but know that you’re only trying to make things right.
English can be a difficult language, full of nuance, connotation and innuendo. If you need help finding the right voice from a team who make the importance of communication a daily priority, contact Ray Access. We can do that difficult rewrite (for half price, too) and ensure that your message is clear on the first pass — to whomever it may concern.
Ray Access is a content marketing firm that delivers targeted words to empower your business. Contact us about your specific project to receive a quote or discuss your needs. We write website copy, blog posts, e-newsletters and more. Everything we do is thoroughly researched, professionally edited and guaranteed original.
by Elle Ray | Sep 18, 2017 | Announcement
Ray Access Grows Beyond Asheville & the U.S.
Dateline: September 14, 2017. Ray Access, a local online writing and editing company run by partners Linda Ray and Mark Bloom, just landed its first international client: IPPWORLD (ippworld.com). Based out of Singapore, the transcreation and translation firm is looking to rebrand — to reconnect with their multilingual client base. They’ve chosen Ray Access to help create its new message.
When a small business gains international clientele, it doesn’t happen by accident. This connection came through the professional social platform LinkedIn.com. Ray Access, who walks the talk by blogging on their own website every week, promotes their blog through posts on Facebook and LinkedIn. The LinkedIn connection has been especially fruitful at driving traffic to its website.
A Truly International Concern
IPPWORLD is a translation and transcreation company with offices in Singapore, Shanghai and Mauritius. It primarily serves the hospitality, tourism and leisure industries. Their clients need to reach an international market with varying cultural and language differences. The process called transcreation integrates creative writing with translation to incorporate cultural nuances and important designations that simple translation often misses.
They’ve turned to Ray Access to help them solidify their international presence in the marketplace through a complete rebranding process — which, in this era, must now include clear, direct website copy and blogs. In addition to rewriting their website, Ray Access will provide marketing copy and regular blog posts for IPPWORLD.
Ray Access, a local Asheville, NC small business, gains international clientele by delivering the type of quality content clients look for. “We like the style [you used], the confidence that was felt … and how you managed to tell the story,” says Joanne Chan, IPPWORLD owner, of a recent assignment. “Cheers to this new partnership!”
A History of Excellence
“Since 2014, we’ve been building our reputation as an internet content provider by supplying clear, consistent, quality copy to businesses at an affordable rate,” says Ray. “We’re proud of our progress and our great team of writers. They allow us to give a voice to every one of our client businesses — with words that empower them to connect with their specific audiences.”
Ray and Bloom built up a business that started out writing blog posts for mostly local companies. Although they continue to offer their services to local businesses and agencies, their biggest clients are now outside the state, in New York City and Charleston, S.C. That growth prepared the company for growth beyond the East Coast, and now, as their small business gains international clientele, they’re preparing for more growth in the coming year.
Evolving Services
“We started out marketing to small business owners who couldn’t afford the big content mills, but still wanted quality website pages and blogs,” recalls Bloom. “Now we primarily target website designers and marketing agencies because their clients all demand quality content at affordable prices too. Through those agencies, we’ve made many businesses more successful. It’s just win-win-win all the way around.”
After blog posts for businesses came a service providing website content for businesses, which has evolved as search engine optimization (SEO) has evolved. Now Ray Access uses keywords and inserts cross-links, all while producing share-worthy content for their clients — or their clients’ clients. Today, the company also provides:
When you need excellent online content for a specific purpose, remember that when a small business gains international clientele, it means they really produce the goods. Hire the best.
Ray Access is a content marketing firm that delivers targeted words to empower your business. Contact us about your specific project to receive a quote or discuss your needs. We write website copy, blog posts, e-newsletters and more. Everything we do is thoroughly researched, professionally edited and guaranteed original.
