There is a marketing branch coined sensory marketing. According to Rieunier (2002), the sensory marketing approach tries to fill in the deficiencies of traditional marketing which is too rational.
Almost all marketing traditionally focuses on two senses: sight and sound. That leaves an enormous opportunity to appeal to the other senses that could be highly effective. Given how closely related to memory smell and taste are, these underutilised facets have the potential to really emphasise the way people relate to your brand. If you’ve ever walked past a Lush, Aesop, Subway or Janesce store, you know exactly what I’m talking about. They are distinctive smells that you can’t disassociate with in a hurry!
‘Sensory branding is a type of marketing that appeals to all the senses in relation to the brand. It uses the senses to relate with customers on an emotional level. Brands can forge emotional associations in the customers' minds by appealing to their senses. A multi-sensory brand experience generates certain beliefs, feelings, thoughts and opinions to create a brand image in the consumer's mind,’ Wikipedia.
This form of embodied cognition that is integrated into marketing asserts a holistic approach that not enough businesses are taking advantage of, which, if done correctly could put you ahead of others and set you up for long term success.
And it works! In South Korea, a Dunkin’ Donuts branch strategically releases a coffee smell on cue with their company jingle on a bus, which has seen an increase in sales Dunkin’ Donuts at nearby shops by nearly thirty per cent.
How can you promote your business using each of the five senses? Come up with one unique way for each sense. You can be as extravagant or as small as you wish. Examples might include: sending a flavoured tea bag with your logo on it, a complete virtual reality experience or send distinctive incense or a fragrance vial with a brochure.
If you sell products, change the wrapping to incorporate a sensory experience. Pringles have their signature “pop” when you open their can and KitKats have the “snap” of the break in the chocolate. How often do we associate a champagne’s corking popping with celebratory aspects?
Feeling stuck? Write down the first thing that came to your mind, no matter how ridiculous or expensive and unachievable it seems at this time. Remember, we’re brainstorming, not writing anything in stone.
Want a bit of homework?
Once you’ve written your five senses marketing list, pick one and complete it. Don’t be afraid to go big and bold.
You may like to read the book:
Customer Sense, How the 5 Senses Influence Buying Behavior by Aradhna Krishna
This is an extract taken from my book, Thirty Days to Conscious Success. Grab your copy today.
Self help books by Adelaide authors
You might not even be aware of this but Adelaide is such a hub for creative professionals, particularly conscious entrepreneurial women who are wholeheartedly invested in their business and offerings to the world. Those same high achieving businesswomen are inclined to take on extra projects as they are so determined to share their wisdom and message with the broader community than their current clientele through powerful mediums such as self help books.
I’ve collated a selection of self help books written by Adelaide authors that are all designed to help you in your business or personal life and improve it and be the best version of yourself.
Align + Attract by Kerry Rowett
The creator of Align and Attract and a professional kinesiologist, Kerry Rowett, has authored a book of the same name about getting more alignment within your business (a favourite topic of mine).
In her own words, ‘this book is really designed to spark your own insights and transformations and... there's even a beautifully designed journal you can download with all the prompts to help you reflect and take your own action.’
Kerry is dedicated to empowering her clients to create more alignment in their businesses and lives and has been a kinesiologist for more than a decade.
Discover more about Align and Attract and buy the book.
Letting Go by Rebecca Mezzino
In another thread, Rebecca Mezzino is a professional declutterer and probably someone we all need in our lives.
She runs her own business called Clear Space Organising Services where she is a declutter coach and spends her whole professional realm improving people’s lives. Her book, Letting Go: how to choose freedom over clutter, is more than just a tidy up book. It’s a guide to help you deal with what’s going on inside your mind and offer you more peace and freedom.
Grace and the Wind by Kristina Dryza
A little different from the ‘get your life together’ books listed above is Kristina Dryza’s book, Grace and the Wind.
Kristina is a futurist and trends predictor, which is a much needed profession in the current climate. She is also someone with their finger on the pulse and often shares her insights and transformative concepts with the world and is a recognised speaker.
Kristina has written a fiction novel called Grace and the Wind, which cleverly incorporates her core concepts in the form of a narrative. In her own words, it’s a ‘…modern allegorical novel on how the very nature of life itself is expressed and experienced as rhythmic patterns of energy.’
The Truth of Your Reality by Nereeda McInnes
Author of The Truth of Your Reality, Nereeda McInnes is another Adelaide author that has a heart led business and mission. Her book provides insights on the game of life and how you choose to play it. And who doesn’t need a little guidebook on this ruleless game that is life?
Nereeda’s book will remind you of your own power and who you really are and uncover the secrets of the suffering and success and everything in between.
Passionate about self development and personal growth, Nereeda is also a writer, life coach and business mentor. And because she is a lover of all things positive, she has started a movement called One Such Thing, which encourages everyone to share good stuff and encourage smiles upon smiles.
Relaunch My Life by Juliet Lever
Poised as a teaching memoir Juliet’s lifestyle guidebook, Relaunch My Life, is the namesake of her business which is designed to help people redesign how they live and ease them through personal and spiritual transformation.
Juliet is dedicated to teaching people across the world with her unique workshops that incorporate many techniques to help people rediscover themselves.
The book offers tips, guidance, inspiration and support and will help you reconnect with your soul and redesign your future.
Thirty Days to Conscious Success by Vanessa Jones
It’d be remiss of me not to mention my books, Promote Your Spiritual Business and Thirty Days to Conscious Success.
Primarily, both of these books are marketing books but they just happened to be interwoven with mindful and heart centred concepts that help bring you into alignment with success and promoting your business and message far and wide. It’s ideal for those who need marketing help but want a different way of understanding it.
This list of fabulous self help books should keep you busy reading for the next few weeks at least and once through it, you'll come out the other side a completely transformed human!
Book editing tips
Idioms are a colloquial way of phrasing something.
‘An idiom is a common word or phrase with a culturally understood meaning that differs from what its composite words' denotations would suggest.’
Here are some examples of idioms:
‘Sick as a dog’
‘Out of the blue’
‘Barking up the wrong tree’
When writing memoir, it’s wise to limit your use of idioms. Although this really does depend on your intended readership and what language they use.
Using a lot of idioms takes away from the specificity of your stories if overused. And one of the keys to really interesting writing (both fiction and non fiction) is specificity, especially when it comes to including the details.
It also limits your audience and may make it difficult for those who have English as an additional language and speaks purely to Australian readers if your idioms are Australian. This can exclude a lot of readers.
The expression ‘show, don’t tell’ would be useful to learn more about to help you write the specifics. You may have included a lot of great statements about what you think and feel in certain situations but without any real “showing” how you got there.
Here are some helpful articles on show, don’t tell:
Show don't tell
Show don't tell mantra
Write practice: show don't tell
This is quite a common writing mistake that I see when I am copyediting clients’ books.
Be extra careful of repetition – often, in sentences, you can be predisposed to saying the same thing but in slightly different wording. Or multiple sentences or paragraphs can have the same essence. Take care to eliminate any repetition in your writing and be cautious about using a sentence that can be reduced down to much fewer words.
Here are a few ways that you can reduce repetition:
Be sure to add credibility to your story. Just because it’s a personal recount of something that happened or an overview of your life, doesn’t mean that it has to be devoid of credibility and authority. Here’s how to write with authority.
Often contradiction can occur when writing memoir, which happens when you are writing everything through a very personal lens. The best way to avoid this is by sticking to the facts of what really happened and then adding the emotive aspects over the top. For example,
‘I was sitting in a taxi, wondering if I had overdressed for the evening, when I looked out the window and saw Mom rooting through a dumpster,’Jeanette Walls, The Glass Castle.
The facts are that she was sitting in a tax in the evening and saw her mum going through a dumpster. She didn’t say, ‘It was such a sad sight to see my mum being a homeless person and her life falling apart.’
You can also add credibility by using the term ‘I think.’ For example, ‘I think there were five people at my party,’ reads much better as ‘The five people at my party were…’
Removing those two small words adds more assurance to what you’re telling your readers and gives confidence that the memories you are providing are as reliable as they can be. No one wants to read a “wishy washy” recount of an occurrence.
Furthermore, be sure to back up any bold statements with statistics, resources or research especially if it’s medical or science based. For example, ‘Many people die from…’ is much more powerful when you write ‘According to Credible Journal, three people die each day from…’
If you want your memoir or autobiography to be publication ready, it's well worth investing the time in editing and then editing it again. In all seriousness, you should be considering editing your entire manuscript at least three to eight times!
Read to write your book? Book writing coaching services.
Free SEO writing course
Do you want to dive right in to effective SEO writing?
Sign up for my FREE three day SEO writing ecourse. Just by popping in your details, you'll be emailed three easy but potent lessons over three days on how to improve your content articles, blog posts and website copy with foolproof SEO writing tips and techniques.
The three lesson ecourse will teach you about:
And yes, it's completely free! But don't delay, it's only free for a limited time so it's best you take advantage of the offer ASAP.
In today's world, SEO writing has become such an integral aspect of modern marketing that the growth of businesses of all sorts (and all industries) depends on choosing SEO over other marketing strategies. Marketing is itself tough enough a task— digital marketing even more so. The complex nature of SEO can make it seem like the most gruesome method for marketing your business online. However, this doesn't have to be so, because when done right, there's no better strategy for growing your business organically.
Created by professional copywriter and experienced SEO writer, Vanessa Jones, this easy to follow SEO writing ecourse will have you uplevel your knowledge in just a few days.
Marketing book for success
The Thirty Days to Conscious Success book is a workbook for those of you who are serious about success in your business.
It’s more than a book; it’s a thirty day program to eke out creative ideas and flood your marketing plan with easy to implement activities that will heighten the reach of your business or services.
Packed with useful marketing information and thought generating activities, this guide will take your promotional efforts from dull to dazzling in only a month. The mindful exercises and in depth exploration will also prove to be inspirational and transformational journey.
Each activity is cleverly crafted to connect you with your inner self as well as truly have an impact on your business.
Written with creative, complementary and wellness businesses and services in mind, you will use this book as a personal course to creating and implementing a marketing plan.
Best of all, it’s a lot of fun.
You’re just thirty days away from enormous success.
How to start a blog
A blogging platform is the internet based software that you will be using. I find the following the easiest to navigate and the most intuitive to set up and use:
Because of its diversity, WordPress is a great blogging and website platform. I’m going to run through the steps for starting a blog on WordPress but if you find that you would prefer another platform, most internet “how to” guides are useful and each platform has their own help guide which is usually designed for people who have never bloggedbefore.
If you are registering your own domain, the hosting company (WordPress or other) will offer you an additional service of privacy settings, where for a nominal fee they can hide your personal details that are linked to your domain. This is a personal choice and stops the lay person web searching your residential address and phone number. But know that anything you put into the internet, is discoverable by those who have more advanced skills, should they want to.
You can get a cheaper domain through hosting sites outside of WordPress but it does offer a very simple process of matching up your domain to your new WordPress site.
The following are some common web hosting services you might like to use:
I recommend using the free WordPress package option (at least for now), you can always upgrade to the bigger packages at a later stage and they probably aren’t necessary unless you are running a website that requires a lot of storage space. You can also have as many WordPress blogs/sites as you like!
Plan: free beginner
Domain hosting: choose a company (or use WordPress to host) Platform: WordPress
WordPress.com or WordPress.org?
WordPress.org is the one to use if you are self hosting (that means you’ve bought a domain via an external company, such as Zuver etc).
WordPress.com is fine for beginners and people who don’t need a website with too much complexity. If you have some technical know how or know someone that does that can help you, and you intend to have lots of extras on your website (for example. you would like to run an online course, use more plugins, have your own custom design, discussion forums etc), then it is worth exploring WordPress.org.
WordPress use the analogy that WordPress.com is like renting a house and WordPress.org is like buying a house—you can make all the alterations and modifications to suit you but you’re also responsible if things break or go awry.
It’s worth noting that whilst you can still sell easily on a WordPress.com site, if online selling is your primary goal, then it’s advised to use WordPress.org.
Choose a theme via the dashboard function (you will need to be logged in). Go to Appearance > theme. Select your theme and click "Preview" to see what it looks like and “Activate”, once you have decided. You can customise it by clicking "Customize".
Choose a theme that represents your business and blog and is consistent with your branding.
WordPress has an array of themes to choose from, some are free and some with a fee attached. The free ones are adequate and customisable but sometimes you might want something a bit more unique or you have seen a design that you just have to have that will do your business justice and then it’s worth paying for your theme. Themes can generally cost approximately $30 -$130 for their lifetime. Their creators will often create updates for the theme (ironing out any bugs, adding more options etc— much like when you update your iPhone apps) and you’ll be alerted when you login to your WordPress blog as to when you need to do this. Often, it only involves clicking “update”.
Remember: your logo will need to be prominent, ideally in the top header/banner, so be sure to choose colours and design that will complement your logo and branding.
Don’t forget that the majority of people will be viewing your blog on their phone or tablet, so you need to make sure that it looks okay on these devices too. When you are customising the theme, there is a little icon that displays a computer, phone and tablet image and by clicking on each one, it will give you a preview of what it will look like on each device.
Pages are the static pages of text that can be chosen from the menu. One page will contain your blog posts and more often than not, this will default as your home page, although you can change this in the dashboard. It’s up to you which page you choose as your landing page (where people “land” when they type in your web address) but I recommend that it be your home page or your blog posts, which may be one and the same.
You may choose to have a home page that acts as an introductory text, especially if you are combining your website and blog into the one platform.
To add pages to your menu (or your menu may reside at the top or side of your page), go to: Dashboard> Appearance> Menu.
Posts are the rolling, usually reverse chronological order boxes of text that you will be regularly updating. This is where your blog posts will go. All your posts will sit on one page (unless you direct them to various pages, based on categories—this is an option for the more advanced users or the more complex site).
You can password protect any post that you wish. This may be a useful tool in case you have content that only some people are privy to; maybe it’s private information that you would like to keep for your friends or your regular clients. Or maybe you have a subscription service where people pay to access some of your content. WordPress has a plugin for more advanced users such as Membership, which helps to organise subscription services like a lot of modern news services offer these days or LMS plugins which allows you to run online courses. There is undoubtedly a plugin for everything you can think of. Try having a search through the plugin directory (you’ll need WordPress.org to install plugins).
Copyright belongs to you if it’s your own work. You are automatically granted copyright— you don’t have to do anything. On the other side of the coin—do not plagiarise! You’ll ruin your reputation at the click of a button. That applies for uploading other people’s images to your website or blog. You must fully accredit the creator of the image. Australian Copyright Council is a useful resource for all copyright information.
Once you've set up your blog there is nothing left to do but start blogging! Write all those interesting and rich posts and share with the world. You might like to read these posts to help with writing blog posts:
What makes a good content article?
How to develop excellent structure.
Want to start blogging? Here's what you need to know.
It’s really important to write with authority and establish credibility if you want to build an audience and/or following for your website or blog. It’s even more important if you want that audience to buy what you tell them to buy.
Writing with authority is about demonstrating your expertise and knowledge and defining where you sit in the market and in your industry. Are you renowned for selling multimillion dollar houses in the hills? Are you the most efficient bookkeeper that your clients have ever worked with? Do you have exceptional and up to date knowledge on what is happening with big data? By writing about your niche and using specific language choice, you can begin to assert your authority.
Below are five useful links to help you write with authority.
This post has many valuable key takeaways but one of my favourite is keeping your writing succinct. Including short words and short sentences.
Although it’s nearly three years old this post is from a really credible copywriting site and has very clear cut information on writing with credibility, with some snapshots from some of the most influential business leaders. One of the key takeaways is to just do the hard work.
Although this is written for fiction writing, it has a lot of valuable advice that can be applied to copywriting. My favourite advice of all time and I regularly employ it in my own copywriting is specificity. Honestly, I believe this is key to success in all types of writing.
This super simple post is ideal for the beginner. These six crystal clear tips will have you sharpen your copywriting in no time.
This content article is more indepth and has a lot more information and some super great bullet points to follow. A brilliant takeaway is ‘Put the important information at the beginning of the writing. Support the rest of your copy with the details.’
As part of your content writing strategy, you must have an editorial calendar so that you can plan out a year’s worth of content. Take a look here why it’s important to have a content writing strategy in place.
Download an editorial calendar template and plan your blog content out.
Not sure what you’re doing or too busy to plan? Book in for my content writing strategy now.
Not everyone can be the charismatic copywriter that is Don Draper. In fact, not even Don Draper was Don Draper. Unsubstantiated rumours claim the character is modelled on an amalgamation of four real people.
It may not be easy to be Don Draper but that doesn’t mean that you can't do your best at copywriting. Particularly with these useful copywriting formulas that you can use as a quick hack to writing better.
Copywriting formulas and techniques
These simple little tactics are great to use when you are stuck in your writing and can’t seem to add the necessary “punch” to make it stand out from the plethora of written communications out there.
Sometimes it’s not enough to tell your readership that you are holding a new event, you have a new or improved service or that there is a fundraising drive that they absolutely must attend.
As consumers, we’re so overwhelmed by information that a lot of what you will put out into the world (or online) as marketers or business owners will fade into the background. These days, it takes a concerted effort to make your communications stand out and reach the correct people.
Below you will find three reliable copywriting formulas that will help you write significant pieces of information that will drive your audience to do something. These writing formulas are particularly effective for fundraising or charity campaigns and I have written the example with that in mind. However, these copywriting processes aren’t limited to not for profit but are applicable for any type of copywriting. Test them out on your next content article, squeeze page or advert.
DRD copywriting formula
This is a formula that is often used in creative writing but can equally be used in effective storytelling as part of your copywriting. In creative writing, it is used to create scenes, eg character finds out husband is cheating (dilemma), character is distraught (reaction) and decides to leave him (decision). This is one of the most effective ways to get action happening in a story. Translated into copywriting, it is an effective way to move the readers along with you so by the time you have taken them through the journey of a dilemma, they are ready to agree to the decision you propose (eg, buy this service to abate your dilemma).
The problem and solution copywriting formula
The problem and solution copywriting formula is particularly effective for writing media releases or anything where you need to take people on a particular journey for them to emotionally invest in your plight. Many not for profit and charity organisations would value from using this copywriting technique.
Let’s look at these steps in closer detail:
The AIDA technique is a time tested process in sales and it is also known as the purchase funnel. You may recognise a semblance of this process in modern day sales funnel marketing – many visible bloggers and digital sellers use it to varying degrees of success.
‘The AIDA model is one of the longest serving models used in advertising, having been developed in the late nineteenth century.’
How to grab attention?
There are some surefire ways to grab attention. Words such as “free”, “discount”, “sale”, “you” and similar are very effective in grabbing almost anyone’s attention.
Develop interest with unusual statistics, social proof statements or claims, credible testimonies or endorsements or proposition your reader with a hypothetical scenario that would leave them wondering.
Create desire by proposing something that is absolutely irresistible to your reader. A new product that will eliminate their problem? Something that will boost their confidence or provide them with the comfort or luxury that they have wanted for ages?
By this stage in your copywriting, your reader is all prepped and ready to take some action to make their desire manifest in reality. If your writing is well done, they will be easy to convince at this point. Incorporate an effective call to action.
At the end of the day, you can use these copywriting formulas with some sense of success. But for truly powerful copywriting, it still takes creativity, storytelling and marketing knowledge. And I have repeated this in many blog posts but I will say it again: you must, must, must know your target audience and exactly how to write to them in a way that makes them do what you want, for example read your website, buy your product, book your service straight away!
What are meta data descriptions and meta tags?
Meta tags and meta data descriptions are the summary of what your web page contains that is implemented at the backend of your website as part of your meta tags. This is the information that search engines (such as Google) uses to index your website and web pages and displays when someone searches for your keywords. You might also notice this information when you share it via your social channels, especially Facebook.
Meta tags consist of a title (page title), meta data description (a few sentences of description) and a slug (specific URL).
Although it can help with keyword searching (mainly in the title rather than description), it’s primary purpose is to encourage web searchers to click on the link and read your website.
They need to be cleverly crafted so that they appeal to both Google's robots and to human readers to improve your ranking/SERP.
Meta data descriptions are like a mini advert or sales tools. And it’s very short so it has to be super effective. Essentially, it has to contain the absolute perfect blend of sales copywriting and SEO text.
They are a vital part of your SEO strategy and plan. Perfecting meta data descriptions is a completely important part of your website's optimisation and it really does pay to get it right from the start.
A good meta data description could be the very reason someone clicks through to your website.
It is a unique blend of advertising and SEO and is one of the key factors in getting people to read your site. They really do need to be compelling and an accurate summary of the corresponding webpage. Each meta description needs to be unique and match the web page’s content. It's basically a summary of what the web page contains.
Neil Patel, who is considered one of the leading experts in SEO discusses why meta data description is so important.
Here are 33 examples of great meta data descriptions.