Words from Lois

I am frequently surprised by the number of web sites I visit where there is no geographical information on the home page.  I see headlines like “(name of agent) Real Estate Services–Home of the Money Back Guarantee, “Get Moving” and “Welcome to Village Properties.”

Would you have any way of knowing that the first agent was based in Pittsburgh, the second in Canton, Ohio and the third in Santa Barbara? Of course not. If you’re running a location specific business, such as real estate, your potential clients are going to be typing the name of the region into their search engines. If I’m thinking of moving to Santa Barbara, you can bet I’m going to enter “Santa Barbara Homes for Sale” or “Santa Barbara Real Estate” into my search engine. Don’t forfeit your opportunity to be seen because you don’t mention your location in your home page headline.

Even if you own a pet supply store, a dry cleaner or a valet parking company, make sure you specify your location on the home page, including your street address, city and state. And mention your city or area in your title tag as well.

Putting your location on the home page is a small thing that can lead to a powerful boost in your SEO.

These days, being a website copywriter involves a lot more than just describing your products and services. You have to be aware of SEO—what the search engines are looking for, what they like and what they don’t like. Your copy needs to capture the attention of your potential clients in addition to Google, Bing, Firefox, AltaVista, et.al.
 

There are lots of theories about optimizing your site’s visibility on the Internet. One that you hear over and over again is the judicious use of keywords. Keywords are individual words or phrases that your potential clients are typing into their search engines. For example, if you are a real estate agent specializing in condos in downtown Miami, you might incorporate the keywords

• Condos in Miami
  
• Buying condos in Miami
  
• Miami condos
  
• Miami condos for sale
  

Could there be additional keywords? There could and there are and you can find them for free!  Google’s AdWords tool lets you enter a phrase and then lists all the related phrases that Intenet users have entered recently. When I typed Miami condos, AdWords popped up a lengthy list including

• Miami condominiums
  
• Miami downtown condos
  
• Miami new condos
  
• Condos for sale Miami
  
• And 45 other suggestions.
  

AdWords also ranks the keywords according to their use by competing sites, labeling them high, medium and low competition. 
 A word of caution about keywords—you can’t just throw them into every other sentence randomly and hope to boost your SEO. The search engines have gotten too smart for that; your copy has to use keywords logically and moderately. Too many and you’ll land on page 36 of the search.
 

The DCTC’s world premiere of “When Tang Met Laika” is an outer space knockoff of “When Harry Met Sally” or, to be specific, when Patrick (American astronaut) met Elena (Soviet cosmonaut). Rogelio Martinez’ play raises some interesting questions about the efficacy of our space program and what it’s like to readjust to life on earth after being “out there.”
 

However, these interesting issues are overwhelmed by the script’s soap opera focus on Patrick’s deteriorating marriage to Samantha. She can’t understand why he wants to spend so much time away from her and their two boys, although the way her role is scripted, the audience doesn’t have much trouble comprehending why space and the lovely Elena are much more attractive than Samantha’s constant nagging.  Megan Byrne does the best she can with the thankless role of Samantha; the other actors perform valiantly as well.
 

Meanwhile, the relationship between Patrick (Ian Merrill Peaks) and Elena (Jessica Love) is on-again, off-again, throughout the play. Additional characters include a Communist (Richard Thieriot) and a Capitalist (M. Scott McLean) who inject political commentary into the works and the ghost of Yuri Gagarin (R. Ward Duffy) who is visible to different characters throughout the play and is frequently upstaged by Laika, the first dog sent into space by the Soviets. The dog playing Laika has great stage presence—casting directors for “Annie” or “Legally Blonde” take note. As for the Tang in the show’s title, it appears in a brief scene in which Samantha uses it as an ingredient in a cake. Go figure.
 

DCTC stalwart Randy Moore stands out, as always, playing Elena’s father, a third-rate lounge singer and doing a dead-on impression of a gay leather-bar devotee. Moore can do more (pun intended) with a walk-on than many actors can do with pages of script.
 

Staged in the round in the Space Theatre (where else)? the clever set comprises three concentric, rotating rings and projection screens mounted onto the outside of the box seats. The costumes are authentically astronautical and sound and lighting are well executed.
 

If Martinez had delved deeper into the experience of humans in space—what it means for the future of mankind and our planet—“When Tang Met Laika” would spark more thought and discussion among the audience. A great set and fine performances can’t overcome the inherent weakness of the script.
 

When Tang Met Laika
Through February 27
Space Theatre 
Denver Center for the Performing Arts
 

My husband and I have subscribed to a repertory theater company for the last 18 years. Not only were we regular attendees, but over the years we had as many as 10 people join our subscription group–that’s no small chunk of change.

Over the last few years, we had become increasingly dissatisfied with the quality of the plays. This year, our group of 8 decided not to renew our subscription. About 3 weeks ago, I received a call from the theater company asking if we were going to renew. I responded that we were not. “OK,” she said cheerfuly, “I’ll take you off the list and we won’t call you anymore.”

I was quite surprised that she did not ask why we weren’t going to renew. But then I figured that wasn’t part of her job description and that someone from the group would call to follow-up. So far, I haven’t heard a word. I’m astonished that the theater company doesn’t care to know why someone who brought them so much business year after year is leaving the fold. It certainly doesn’t make them seem very customer-focused. It’s not that my opinion is necessarily of paramount importance, but it might indicate a trend. I know that I would be curious to learn why one of my loyal customers no longer used my services. It’s a great way to gauge your business practices and tweak them if necessary. Sometimes we’re too close to our own ways of running the show to realize how things are resonating with our customers.

I love going to the theater and, therefore, am always interested in the Tony nominations. However, I am currently in a state of disbelief about the 15 nominations for Billy Elliot. I saw the show a few weeks ago and found it quite ordinary. My friend, Diane, accompanied me; she had seen the show in London and couldn’t wait to see it again.  At the end, I hesitantly asked her if the NY production was as good as the London staging.  Her answer–a resounding “No way.” In her opinion (and mine, although I hadn’t seen the London show) the NY production was “dumbed down” to the lowest common tourist denominator.

Before all of you tourists take offense, it is generally true that the most popular shows on Broadway for out-of-towners are the Disney shows (Little Mermaid, Shrek) and things that are already familiar to audiences through films (Legally Blonde, Billy Elliot, Grease). You’re generally not flocking to Exit the King, God of Carnage and Next to Normal. (Although I’m sure some of you are, and I applaud you.)

I felt that this production of Billy Elliot was directed with a sitcom sensibility. The scene where Billy’s father meets a male ballet dancer at the academy could have come straight out of “Three’s Company.” The ballet dancer was flamingly feminine and Billy’s father puffed himself up like John Wayne in order to show that he was definitely not gay. How subtle. In addition, the boy who played Billy was totally lacking in charisma and stage presence (that’s why he’s nominated, along with the other two actors, for Best Actor) and don’t even get me started on the messy beginning of the second act while half the audience is still in the lobby.

15 nominations, indeed! I would like to add a 16th–best curtain call. It was definitely the highlight of the show.

If you’d like to share your thoughts about the state of theater in NY or anywhere else, leave me a comment.

Lois

Lois H. Feinstein produces powerful and compelling Internet copy, marketing materials, newsletters and brochures
for a wide range of business professionals.
 
www.i-cando-that.com
http://www.linkedin.com/myprofile?trk=hb_side_pro
 

During my last visit to NYC, my friend Diane and I were caught on Madison Avenue during a driving rainstorm. It was one of those blocks loaded with high-end boutiques and tony stores that we would never think of entering for fear of being sniffed at by snippy salespeople. So, we were mightily surprised when we ducked under an awning and saw a gentleman inside one store beckon us to come in. Dripping wet, we entered cautiously and found ourselves in the Ivanka Trump Jewelry boutique at 62nd and Madison.

Yes, that Ivanka Trump, daughter of the Donald and, apparently, an entrepreneur in her own right. Neither Diane nor I were dressed like women of the Upper East Side and we had not come into the store to shop. However, the two young saleswomen greeted us warmly and insisted that we try on some of the jewelry. Who were we to refuse? We had a blast trying on rings, bracelets and necklaces. The two saleswomen were genuine, gracious and treated us as though we were potential customers, even giving us their cards as we exited back out into the weather.

Diane and I were greatly impressed by this experience. The sales people didn’t know if we were millionaires or unemployed, and they didn’t care. We were guests in their store and were treated as such. And, even though we weren’t in the market for pretty jewelry that day, both of us might someday purchase a piece from Ivanka’s collection. We’ve also been telling our friends how well we were treated and how lovely the jewelry was.

I had seen Ivanka on a television interview a while back and she struck me as a very down-to-earth person (as much as a Trump can be!) who realized she had great advanatages, but was determined to be successful on her own terms.  At the time I thought she seemed to be a very nice person; after my experience in her store, I realize that she is not only very nice, but a very smart businesswoman.

We can all take a lesson from the way Diane and were treated by Ivanka Trump’s staff. Good word-of-mouth is the best possible publicity.

If you have the money and inclination to treat yourself to something special, check out the Ivanka Trump Jewelry Collection. And, be sure to tell her I sent you!

Last Friday night I braved one of Denver’s seemingly endless spring storms to go to the theater downtown. I had checked the website before leaving and was assured that “the show would go on.” Alas, when we arrived, the particular theater where the National Theatre Conservatory was to perform “Cloud 9″ had an electrical failure and the play was been cancelled. 

Our grumbling was quickly stilled when the woman at the theater door informed us that the box office would give us tickets for any show playing at the center that evening. We opted for “A Prayer for Owen Meany,” a new play based on one of my favorite books by John Irving. The show, although not what we had come to see, was excellent. We enjoyed it immensely and were also given new tickets for another performance of “Cloud 9.” An evening of disappointment was turned around by quick thinking and quick action on the part of the Denver Center Theatre Company and we left as very satisfied customers.

You can’t always anticipate the unexpected, but you should be prepared to deal with it. If a customer is unhappy with the service you provide, take time to find out why and what steps you can take to retain the business. It may not always work, but it’s definitely worth the effort. When you treat customers well, they’ll spread the word.

Denver has had almost no snow this winter. However today, March 26, with the tulips just about to bloom and the trees leafed out, a blizzard comes along.  It has been quite a show from my comfy office. I’m lucky that I had nowhere to go , my refrigerator is stocked and the radiators are pumping heat. 

While watching the flakes accumulate, it occurred to me that looking at events from different perspectives is helpful in life, as well as business. For me, the blizzard was a chance to catch up on my pile of New Yorker magazines, scrub the stove and add a few rows to one of my perpetual knitting projects. For others, it may have meant a doubly-long commute, child-care issues (most schools were closed) or a cancelled evening out. I am mindful that how life affects me is not necessary applicable to others.

The same logic can be applied to business. A downturn in sales and profits is, at best, discouraging. But it also provides an opportunity to re-think your direction and your target market. Is there a way you can expand your services and reach a previously ignored demographic? Can you try a new marketing ploy?  One of my clients, Ava Chappell, of www.esorganizers.com recently came up with a brilliant and inexpensive way to drive traffic to her website. She sent out an email offering $5 Starbucks gift cards to the first 20 people who visited her site and answered three easy questions. Sometimes the simplest solutions are the most effective.

The next time you’re staring out the window watching the snow fly, the rain fall or the fog roll in, let your mind wander. You may be surprised at where your brain will take you.

If you have any clever marketing ideas you’d like to share, drop me a comment.

Last Saturday my family and I went to see the play Eurydice, an updated take on the Greek myth about Eurydice (Yoo-rid-uh-see) and her husband, Orpheus. For those of you who (like me) know very little about mythology, here is a brief precis. Eurydice and Orpheus are happily in love. They marry, Eurydice dies and goes to the underworld which, in Greek myth, is neither heaven nor hell, but a limbo-like state. Here, Eurydice forgets what it is like to be alive. Back on earth, Orpheus is determined to rescue his beloved. He finds a way to enter the underworld and is given a chance to take Eurydice back with him. However, as in all good tragedies, things do not go well and the two lovers are separated forever.

This version, by playwright Sara Ruhl, tells the story from Eurydice’s perspective, as opposed to the more prevalent Orpheus-centric tale.  It was fascinating to see the same story from a different angle. We marvelled at the inventive staging by director Chip Walton of Denver’s Curious Theatre Company.  Curious is a very small house with a very small budget and yet, the show was captivating. Which just goes to show that money truly isn’t everything (Mom was right!). 

In these tight economic times it behooves all of us to think of ways to get the most marketing bang for our limited bucks. If you haven’t tried online business networking (e.g. LinkedIn, Talkbiznow) take a look at one of the many available websites. Develop and send an online newsletter (e.g. Constant Contact, Vertical Response). Post your business cards on community bulletin boards in your neighborhood.

Take a cue from the innovative heads at Curious Theatre and spend your imagination freely! 

Just before our recent vacation, my husband and I relinquished our status as the last of the photographic Luddites by purchasing a digital camera. We were never fervent photographers. The joke in our family is that we have a photo of our daughter’s birth, her second birthday and  her high school graduation. That’s a slight understatement; my closet is filled with shoeboxes full of unsorted images which have accumulated over the years. 

At the last minute, we decided to take both the new digital and the ancient Pentax film cameras. Although it seemed excessive at the time, I now understand the logic.

With a digital camera, you can shoot randomly and in great quantities, with no worries about how much the processing is going to cost. Consequently, you’ll end up with many unusable shots which are instantly disposable with the click of a button.  With a film camera, more thought is required. You’re more likely to take time to focus and check the lighting.  Although you may not take as many shots, your photos may be more thoughtfully composed than your rapid-fire digitals.

Why all this chat about photography? I see a corollary in the different types of marketing media that are available to business owners today. Blogs and emails are akin to digital cameras; you can bang them out quickly and easily. Just be sure to check them for quality before you send; discard anything that doesn’t live up to your business image.  Web copy and printed materials are the film camera equivalents. More time and thought go into their development and they serve as a more lasting representation for your business.

Digital or film?  Electronic or print communications?  They each serve a purpose when used wisely and thoughtfully.