As a business owner, there’s not an event I attend where there isn’t a SendOutCards (SOC) representative. In fact, some of my friends rep for the brand. I know a lot of people who use the service and absolutely love it. Their feeling is that it keeps them in touch with their clients – easily – and they likely wouldn’t do so without the online process. I completely understand and am not here to trash a reputable company. For my part, though, I prefer to go old school: I write all my cards by hand.

It seems that each birthday and winter holiday season when I was a child I’d receive stationery. I was trained from a young age to send thank-you cards for everything I got, and as I was growing up, the Internet wasn’t even a thought, so letters had to suffice. I have nice penmanship and, well, I’m a writer, so it’s never been an issue. And, like SOC boasts, who doesn’t like to receive a card in the mail? In this age of mouseclicks and Facebook, it’s much more personal.

My background is in college admissions. I worked at a small school and a large university – and I wrote all my cards by hand. Whether it was a thank you for visiting the campus, a follow-up to a recruiting visit I’d made to their high school, or a happy wish for a birthday, I would go through pen after pen inking nice, personalized messages. My forte is marketing communications; I build and implement communications strategies to turn prospects into clients. Part of that strategy involves a number of touches, and handwritten cards have always been one tool in that box. [If you're a job seeker, remember handwritten thank-you notes following interviews. I have won a couple of tight races just because I sent a card.]

In my own business, if I have your address, you can expect a card after we meet in person, you become a client, or you send along a referral. Even in the advent of online automators, I still pull out my (red) pen and scribe the note myself. I’ve had to go through physical therapy and chiropractic for the issues to my right hand, elbow, and shoulder from all my writing – but that won’t deter me. To me, it’s the little things that matter, and I’m far more impressed when I get a card someone took the time to write over one that was typed on the computer and spit out to mail to me with the obvious SOC envelope.

So if you’re using SOC, good for you! At least you’re making the effort. But I’m going to continue writing out my cards by hand as long as it’s an option. Maybe I’m just old school.

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Content. Of all the SEO buzz words, few are as important as good content. Obviously, it’s not a one-shot, simple fix to get your site on the first page of Google, and you need links, the right keywords, etc. But content is king in the online world. Google LOVES fresh content. That’s why WordPress is so popular as a Web site content management system (CMS). Within just a few minutes of posting a new blog on my (WordPress) site, Google has picked it up. Every blog on your site acts as another page, and the more pages your site has, the more dynamic Google recognizes it to be.

Aside from just the SEO components – which are all important – fresh and engaging content draws and keeps potential customers on your site. That doesn’t mean you need to drone on and on to get readers; in fact, in our “Twitter” society, most Web surfers are looking to find the information they want FAST. They also want to feel as if they know the person behind the brand and have a commonality. Humor can be a great way to do that.

Combine content and links by guest blogging on someone else’s site or writing articles hosted elsewhere. Then you’ll gain exposure across a wider audience while directing those readers back to your site through links. You can also post your press releases on various Internet sites to drive the same kind of traffic.

Make it a practice to write something at least once a week, whether on your site or elsewhere. You’ll find that not only does it create a better online presence, but it also positions you as an expert in your field, which typically translates to more clients.

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I recently started reading “Get a life that doesn’t suck” by Michelle DeAngelis. I received this book free when Michelle spoke at a Greater Phoenix Chamber of Commerce event a little over a year ago. It’s been sitting on my shelf because, well, my life is pretty awesome, but I needed a book the other day and, with moving, everything was packed away – except this particular book.

Something you have to know about me first: I don’t like to read. I know you’re thinking that, as a writer, words would likely be my salvation and I would love to read. I think I got burned out on it, and it’s not like I can read while watching TV or working on the computer. So, these days, I really only read when I’m doing the cardio part of my workout. I’m at the gym six days a week, so I get in my (almost) daily reading, mostly of books that will help in my business, or non-fiction.

Pretty much from the minute I started reading GALTDS, I was captivated. Michelle reads the way most people talk, so you’re immediately in the conversation. I want to buy about 20 copies of the book and give them to people I know, might meet, or drop them off randomly. In my opinion, pretty much everyone needs this book – sucky life or no – because it’s a great reminder of how to be happy.

One of the first points she has about not having a sucky life is to really choose how you live and what you do. That got me thinking… How many people truly CHOOSE their lives? Most seem to be riding as passengers on the bus that someone else is driving, and they build resentment about where life has taken them.

So my question to you is: Are you choosing your life? Every day; this isn’t just about the big decisions. We can choose to work out, be on time, tell the truth, and be extraordinary. If you aren’t at the helm of your own life, who is? And why did you put that person in charge? How might your life change if you started to forge your own path and go forward?

Sure, choosing can be scary, there’s no doubt about that. I’ve had a rough few years where I felt completely out of control. My husband, the “love of my life,” chose to end our marriage. How did I choose that? However, I can choose how I respond to his choice. Now, granted, in the heat of the moment, it’s kind of hard to see clearly, but it’s worth it to step back and start determining how you can choose to move forward. You can choose your life and be empowered by those choices. Whether you’re a business owner, employee, or job seeker, you create your directions.

My suggestion to you, my friends and readers, is to just choose. For good or bad, at least you can be responsible – and that in itself is extremely freeing.

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Whether your clients generate one-time transactions or are more consistent, you want to remain top of mind as the expert in your industry – and you do that by staying in touch with them. Obviously this is easier if they’re receiving monthly invoices and weekly e-mails or phone calls, but what about those clients who only need a short-term solution? Are you keeping in touch with them to answer future questions or ask for referrals?

Many of my clients only work with me for a month or so while I create a résumé and cover letter package. Even if I’m writing or editing material for them, it may turn out to only be for a couple of months. But what if their situation changes or they come across a great referral? It’s possible – and even likely – that they won’t remember me (like they won’t remember you) if they aren’t reminded from time to time.

One of the ways you can stay in touch with your clients and prospective clients is through a regular e-newsletter. Constant Contact offers a free 60-day trial so you can get acquainted with their system and start to define a strategy for regular communications. You can include information about yourself, your products and services, or upcoming specials and promotions. If you want to go above and beyond, you can use direct mail for your newsletter – either monthly or quarterly.

No matter how you stay in touch with your clients, make sure you do something. People meet a lot of new contacts regularly, and the last person we meet or hear from is usually the first we consider when a need arises.

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On the majority of résumés I see, people are missing a key component – the summary. As a marketing document, your résumé needs to sell you in a matter of seconds, and your summary will speak volumes about you. So make sure you grab readers’ attention immediately with an amazing summary that really showcases the value you offer and makes employers want to pick up the phone.

Although it is the first part of the résumé the reader sees, I write the summary last. I like to get a full sense of accomplishments and themes before I head up to write the summary. It’s kind of like trying to write the back cover of a book before the book itself is complete. I look at themes to get keywords out of experiences and accomplishments. Things like Product Management, Cost Controls, Operational Streamlining, and Systems Architecture are areas that may stand out when I reread the rest of the résumé. Someone told me today he heard of a colleague saying he optimizes your résumé as the SEO Résumé Writer. Well, all good writers should be doing that, so don’t be fooled. You do it too by adding those keywords.

Then, as I’m looking at accomplishments and the keywords I’ve culled, I start to see the picture of the individual. It also helps to have clients answer the question, “Why should an employer hire you?” That’s the crux of the summary, really. If you can’t share that in 30 seconds or less, you’re headed to the “no” pile. So think about it. What do you bring? Why are you the best candidate?

Too many clients will tell me they’re nice people or reliable, the soft skills you might have said in an interview 10 years ago. While it’s great to be the person in the office everyone likes, it’s more substantial to share some back-able, quantifiable results you can bring. Think about what you do. Are you the best marketing person, who has successfully expanded brand recognition through your initiatives? Do you create solutions for clients following development of a relationship?

Another trick is to look at the job description. They give you the answers right there, so use them! If the job write-up says they want someone with a demonstrated track record in supply chain management and channel development, make sure you write a sentence about that in your summary and add those words into your keywords section. No need to reinvent the wheel. Most companies are sifting through résumés with a scanning system, so the more words you use in your résumé from the ad, the better your chances of being found.

While there is an art to creating an eye-catching summary, these hints should get you started on the right track. Try to stay objective about yourself and look at your accomplishments from a new viewpoint so you can brag a little!

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Yesterday I started a fan page on Facebook. My overview on there is similar to the overview on this Web site: “The Grammar Doctors provides strategic marketing copywriting and copyediting to differentiate clients through well-chosen words.” After posting it up, both @failtracker and @mousetrap pointed out the noun and verb don’t agree (okay, they said number agreement, so maybe that’s saying something in itself). I heartily disagree.

Think about grocery stores, which are typically named after the founder’s last name and are almost always plural: Wegmans, Tops, Albertsons, and Walgreens come to mind. When I say there’s a special to be had at Wegmans, I say, “Wegmans has a great deal on bananas!” I would never say, “Wegmans have a great deal on bananas.” That’s just silly. Well, The Grammar Doctors is the name of this company, and while it is comprised of multiple people, the company is just one entity, meaning the title is singular.

So, to those who choose to disagree, please remember that I started the company because of my close attention to detail. I’m not saying I don’t make mistakes (I’ve made some doozies!), but on this one, I beg to differ with the “number agreement” comment.

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I’m going to go out on a thin branch of a limb here and assume that you know the value inherent in blogging for your business. It should be an integral component of your networking / business-building strategy. If it’s not, you might have bigger fish to fry!

Unfortunately – but not surprisingly – too many business owners are intimidated at the prospect of blogging for their business. “I’m not a good writer,” they say. Or, worse, “I’m not sure what to write.” Since blogs are a bit more informal, it’s okay to not be an excellent writer. Instead, a blog is a way to share information and tell a little bit about you; although, as The Grammar Doctor, I want your writing to be good, it doesn’t have to be “A” caliber; “C” works just as well in this arena.

For those who aren’t sure on what to write, I suggest grabbing your calendar. Okay, now that you’re looking at a few months in advance … well, breathe first … it’s not that bad! I promise, this strategy will give you some great tools to get blogging! First, think about your business. I’m guessing you can break it down into four distinct components. Perhaps you’re an image consultant. Your four components might be clothes, shoes, coloring, and accessories. A network marketer for a skincare line might use skincare, makeup, household items, and a new product. As luck would have it, there are four weeks in most months! Like magic, you now have a category to write about each week.

Now, drill down deeper. If you’re thinking about clothes, shoes, coloring, and accessories, what can you talk about each month? Perhaps there’s a new style or cut that’s hitting the runways, a color palette creeping up for the next season, or a controversy about real gold vs. plated. Whatever those things are, jot down about three ideas for each initial category. Okay, look at your paper. You’ve just noted the subject of your weekly blogs for the next three months!!

Okay, so that was easy, but what about actually writing the blogs? This is almost as easy, believe me! Write from your heart. Write what you know. Share parts of yourself. A decent blog only needs to be about three paragraphs, so there’s not a lot to write. In fact, most readers will veer away if they’re not engaged pretty much immediately – and no one wants to read pages of text. So get to the point. And, remember, NEVER blatantly sell. People like information, but no one wants to be sold. Remember that as you write your blog. Share information, anecdotes, links, and how to reach you; don’t sell your product.

Need help with your blogging strategy or editing what you write? The Grammar Doctors can help! Contact us to set up a FREE consultation.

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I’m currently reading Dan Kennedy’s book “No B.S. Sales Success.” I don’t read a lot, but it’s a great way to spend my time on the treadmill, elliptical machine, or other available cardio machine at the gym five days a week. Somehow reading keeps my mind off the not-so-exciting exercise – and engages it in other things while my body is working away. But I digress….

The section I read today was about really using testimonials in your business. I’ve been saying I should incorporate my LinkedIn testimonials into my Web site since they started accruing there, but saying and doing are two distinctly different things. However, after reading Kennedy’s advice, I got my act together. He suggests that, no matter what a business owner says about her business, a client’s word is worth significantly more. In effect, clients with great things to say act as walking advertisements, a true marketing and sales team that listens for people who need your service and consistently feeds referrals.

Of course, as a former BNI member and advocate of Givers’ Gain, I fully understand this principle, but it’s sometimes hard to do the things we know we need to do. In fact, Kennedy addresses that point in the book as well, saying that “trade secrets” of selling can be openly shared because 95% of people won’t bother to use them anyway. I guess what it comes down to is that I don’t now – nor did I ever – want to be a part of the majority. So, after I got off the treadmill and finished my work for the day, I sprinkled testimonials all over my Web site.

I’m thankful for my clients for allowing me the opportunity to continue to improve as a writer and a business owner, so it’s almost rude to not showcase their appreciation for me on my site and in my marketing collateral. Besides, as an entrepreneur on the verge of expansion, it’s always great to have a wonderful sales staff in place.

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If you’ve seen “Legally Blonde,” you remember when the main character was applying for positions using pink, rose-scented paper for her resumes. Certainly, that made her stand out – but was it in a good way? How do you stand out among hundreds of resumes in a fiercely competitive market? I’m going to go out on a limb here and say, as much as I love pink and roses, scented and colored paper won’t do it.

Most employers use a scanning system to track their resumes, so you need to make your resume come up in keyword searches. As noted in Candice Arnold’s latest blog on CollegeRecruiter.com, keywords play a huge part in making your resume stand out (in a good way). Of course, the most obvious place to add keywords is in the keyword section, often referred to as “Core Competencies” or “Areas of Expertise,” this is a small section at the end of the summary that clearly illustrates your transferable skills. When I’m writing a resume, I write the experience section first, then seek trends across positions, summarizing them in the keywords area. Another great way to populate this section is to look at job postings. Employers usually are rather blatant about what they want from applicants, so use that to your advantage! As I tell clients, the resume information below “Professional Experience” will remain static, but the “Summary” area is dynamic. Reread it for each new position, making sure you have the right words and answer the questions posed in the job posting.

Get more keywords in your experience section by thinking about buzzwords in the industry. Some of these may include: training, business development, penetrating accounts, client / vendor / employee relations, mentoring, global, international, or companywide. Your keywords will be different from someone else in a different industry, so be aware of your industry. If you’re working with a resume writer unfamiliar with your industry, tell her what the keywords are (a good writer who knows her limitations will ask).

By adding in some great keywords on your resume – and cover letter – you’ll boost your chances of coming up on searches, which will increase your interview opportunities!

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As a writer of materials for others, it's sometimes challenging to get my carcass in gear and actually start writing things for myself. Granted, I have my PDA (that's right, PDA; I'll get an iPhone or Blackberry eventually) set to remind me to blog twice weekly and send out my newsletter every three weeks. Of course, I can just click the "okay" button and this gentle reminder fades into the background. Worse yet, I can delete the offensive reminder altogether.

But how far does that get me?

I recently met with Patricia Brooks, a book shepherd who assists writers get their books out to the waiting public. What she doesn't do, however, is actually help one write. Of course, once I do get my helpful hints into the computer and out of my head, Patricia will be waiting to assist me in creating an appealing presentation and then put the book into the hands of job seekers (and others).

So what is this magic formula for making a book flow? I recently reviewed an amazing book for a client. Written in the style of Dante's Inferno, it's a masterpiece of rhymes and reason. How long must it have taken this writer to complete? I can't get the ideas out, much less get them out in anything other than rote prose.

So it goes for a writer, I suppose. I continue to type useful words and phrases for my clients to advance their careers, expand their SEO, and get them known in the world. One day, I will go away to a beach or mountain with my laptop and write for myself. Well, as long as there's no Tivo or Internet there.

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