When you think of a style guide, what comes to mind? A fashion magazine? A thick tome like The Chicago Manual of Style? Or do you envision a neatly organized in-house document that explains what your company’s grammar conventions are and which words are good for branding?

All three are correct, but for the purposes of this discussion, we’re looking at in-house style guides that are used when you or a freelancer are writing things like case studies, white papers, manuals, ads, and other marketing collateral.  Using an in-house style guide provides clear guidelines on which words to use, which words to avoid, and how to format your documents.

I’ve worked extensively with in-house style guides.  For an apparel company, I helped create the grammar and branding portion of the style guide, using words that described the company, detailing words to avoid, and laying down guidelines for using the Oxford comma (you can guess how that ruling went.)  When I copyedit for Copyediting, I check to make sure the copy is consistent with the in-house style guide, as well as Chicago style.  And way back when I was a technology journalist and copy editor, I used to update the style guide for IDG News Service.

In each case, the style guide is invaluable in terms of keeping copy on track.  Most style guides, especially for branding, will also include sections on graphic design and the use of graphics.  The one I did for the apparel company also included information on using the trademark symbol, use of the tagline, and which style guide to defer to when writing different collateral.  I also covered how to use the company name in marketing materials and the preferred spelling of words like email and website.

Whether the style guide is used in-house only or distributed to freelancers, it creates a unified front for communications coming from the company.  For example, if you’re hiring a white paper writer, giving her a copy of the style guide lets her see how you want your company presented and gives her an idea of the grammar and spellings you prefer, like Web site vs. website.  It also points her to the correct style guide to use for questions not covered in your in-house guide.

If you’re planning to produce a lot of content, contact me to learn how I can help your company put together a comprehensive style guide that will pay for itself in terms of consistency, clarity, and time saved.

You’re getting ready to commission a writer to write a white paper or special report for you.  You know your investment in a white paper will more than pay for itself in terms of sales of your product or services, and you’re ready to take your marketing to that next level.  Before you hire a writer, ask yourself these six questions:

1. Who is my audience?  This is who you want the writer to speak to in the paper.  Think about your typical prospective customer, and have the writer aim for that target market.
2. What do you want to accomplish with this white paper? You’re not pushing a hard sell in your white paper.  Instead, you’re educating your customer.  But how much do you want to educate, and how much do you want to push your product?  What would be the desired outcome when your reader is finished?
3. What issues need to be addressed? What problems do your customers face? How can you solve them?
4. Which competitors need to be analyzed? Do you have competitors that do the same thing? Do you want to mention them, or just dance around them?
5. What benefits will my product provide that the competition can’t? See question four.  If you’re dancing around the competition, figure out which features your product has that the competition doesn’t.  Then instruct your writer to mention them in the text.  For example, if you’re selling a smartphone with a QWERTY keyboard, you may want to have the writer weave in how it’s easier for executives to touch-type their email responses on a QWERTY keyboard.
6. Who do I want to write the white paper? Ah, the ultimate question.  You’ve figured out what you want in the white paper, maybe even identified an industry thought leader to have your writer interview, and it's time to choose the writer. You may have an in-house writer, but if she’s swamped or if you don’t have someone in-house to write the white paper, consider hiring a freelance writer. Of course I’m going to tell you to hire me, but there are a lot of great white paper writers out there.  Since white papers require a lot of researching, writing, and interviewing, you’ll want to choose someone with a journalism background. You’ll want someone with good email and verbal communication skills, and you’ll want to know she can get the job done in a reasonable time frame.

Now that you’ve asked yourself these questions, you’re ready to commission your white paper.  Good luck!

At the recent Connecticut Business Expo, I noticed something all over the exhibit hall and the venue: Quick Response (QR) codes.  These black and white codes were being snapped by smartphones around the room, and attendees were able to receive instant information just by scanning the codes.

QR codes, created by Toyota subsidiary Denso-Wave in 1994, are one of the most popular types of two-dimensional bar codes.  They’re popping up everywhere: on brochures, in ads, on vending machines, and even in magazine articles.  Marketers love QR codes because they’re an easy way to link offline information with online information.  Snap a picture with a smartphone’s QR reader, and you’re instantly linked to a website that delivers more information on the product or service without having to type in a URL.

Generating QR codes is as easy as snapping a picture (well, almost).  Two sites that will generate codes for free are qrcode.kaywa.com and qrcode.good-survey.com.  When you’re generating a code, use a shortened URL so the code will be easier to read.  You can shorten your URLs at bit.ly, tinyurl.com, or goo.gl.

Want to jump on the QR bandwagon? If you’re in Western Massachusetts, you’re in luck: attend Tortus Technologies’s QR code seminar on Wednesday, June 15, 2011.  More information is at http://tortus.com/seminars/how_to_create_and_apply.

With Earth Day just a few days past, a lot of companies let green marketing enter their viewfinders... then promptly let the idea slip away.  But even small businesses can "green" their marketing with a few simple ideas that not only save the planet but save money as well.

1. Email marketing.  Instead of lengthy, mailed sales letters, try building an email contact list of prospects through your website or in you retail stores. Then send promotions via email.  Remember, though, that email sales letters need to be worded differently than print letters, and if you're doing an electronic newsletter, it should be much shorter than a print version.  Encourage customers to write down the coupon code on scratch paper, rather than print out the entire email.
   
2. Social media marketing.  Are you leveraging your Facebook page, Twitter feed, or other online presence? As with email marketing, save paper - and postage - by Tweeting or posting promotions to your Facebook page and encouraging your customers to write the code on scratch paper.
3. Event marketing.  Utilize your email marketing lists and social media channels to promote in-store events, whether it's a sale, wine tasting, or open house.  Get your prospects in the door and save paper by sending electronic invites, either through Facebook events, email, or another online event service.

In all your green marketing, mention how many trees you're saving (even if it's just a footer at the bottom of your email!), and encourage your recipients to print emails only when necessary. Show your commitment to green marketing throughout the year, not just on Earth Day, and reap the benefits of being known as an environmentally-friendly business.

Most small businesses, particularly in less-populated markets, rely on a few standbys: a yellow pages listing, word-of-mouth, and maybe a website.  Some advertise in the local paper.  But that's the extent of it, and in smaller markets, small businesses should look at other tools that can drive sales.

Search Engine Marketing
Search engine marketing, or SEM, is also known as search engine optimization (SEO).  If you do not have a website, get one now.  Hire a designer who can build either a simple, static website or a WordPress-based site that can be updated regularly.  Then, start thinking about your keywords.  How are your customers searching for you? "Landscaper in West Springfield" or "personal trainer in Longmeadow"?  Google AdSense can list keywords and key phrases that customers will use.

Email
Email newsletters sent no more than every month, with maybe a quick supplementary message in between newsletters (you don't want to be known as an annoying spammer!), can also drive sales.  Be creative with your newsletter; don't just include your sales or specials.  What useful information could you send to your clients? A contractor could send seasonal tips for household maintenance; a gift shop or florist could include ideas for wedding gifts in June or back-to-school gifts in September.  Collect email addresses via simple sign-up sheets in your shop or by asking for them when you bid on a job.

Social Media
It's not just for the kids.  If you don't have a Facebook page for your business, get one.  They're very easy to set up, although if you want a more robust environment, hire a marketing agency.  Post your specials, ask for customer feedback, and encourage your customers to post as well.  If you have a mobile business, such as a catering truck, consider setting up a Twitter feed that links to your Facebook page and broadcasts your location.  Include pictures: the inside of your restaurant, signature dishes, popular products, samples of your work.

These days, it's easy to say, "I do all my marketing online." With Facebook fan pages, Twitter, LinkedIn, and an erstwhile website, print promotional material may seem passe.

It's not.

Whether it's a brochure, flyer, newsletter, poster, or postcard, that print media helps reinforce your brand and keep your name in front of customers.  For small businesses, this is doubly important for growth.  The prospect that has something tangible in her files is the prospect that is likely to call or visit your website to get more information on your products or services.  Visibility gets results, and sometimes that well-designed postcard in the mail can remind your prospect that it's time to reorder supplies or call for service.

If you sell products, having a print catalog to complement your online offerings can also boost sales.  Picture the restaurant manager sitting in the back room getting ready to order a new coffee machine or dishes.  He circles what he thinks will work, then brings the catalog to the owner, who has come into the back room to review some paperwork.  The owner tilts her head, then points at the product next to it (which, depending on how your website is set up, she may not be able to do.)  "I'd prefer that one," she says.  "Order it."  And he does, because he has the supplier's contact information, the product number, and the catalog reference number in his hand.

Regardless of which media you use, however, the copy must be impeccable.  It doesn't have to be extremely formal, but it does need to be grammatically correct, written in a style that your customers will respond to, and spelled correctly.  It should include all the information your customer needs to get in touch with you, including your URL.

At a recent Womens Business Owners Alliance of the Pioneer Valley meeting, Karoun Charkoudian, owner of Karoun Yoga in Springfield, Mass., spoke about how bringing flexibility and flow to her own yoga business has led her to her niche in the Western Massachusetts yoga market.

At the beginning, Karoun marketed her studio as a standard yoga studio, with x number of classes per week. However, this plan didn’t work for Karoun.  She then assessed the needs of Springfield and realized that she could do just as well - if not better - by providing group classes on location and giving more private lessons, among other methods. Karoun still holds studio group classes, but she’s found her niche with the private lessons and on-location classes to businesses and nonprofits.

Taking those lessons into your business, how could your business benefit from bringing yoga’s flexibility and flow to your marketing plan?

Maybe your business has outgrown your original marketing plan.  Your revenues are up; your customers are increasingly spending more money; and the image you projected in the startup phase of your business doesn’t fit with what you’re doing now.  You want to keep attracting those customers, but you’re too busy to really focus on how to do that.

Maybe you’ve found a niche that you really love, and you want to get more customers in that niche.

Maybe you’re just sick of looking at a blank page every time you need to send out a sales letter.

Whatever the scenario, if you’re willing to be flexible with your marketing plan, you can build your business and reach that next level.  Flexibility can involve everything from rethinking your branding strategy to outsourcing some of the tasks that threaten to overwhelm you as you’re trying to run your business.

In the end, you’ll be able to take a deep breath and relax, knowing that your business’s marketing strategy is headed in the right direction.

This summer, the most infectious and pervasive earworm I’ve heard has been Katy Perry’s “California Gurls.”  I can’t get away from it; every radio station seems to play it, and, okay, I did download it to my iPod.  I admit that it’s quite a catchy song that I’ve caught myself singing along to on several occasions, and I’ve also found that catchy songs are great lessons in marketing.

1.       Be catchy.  The lyrics and the way Katy Perry sings the chorus is completely catchy; you can’t help but hum along a little.  Your marketing should be too; it should be memorable and recognizable, so that it burrows into the minds of your target customers.

2.       Leave something to the imagination.  One of the best things about “California Gurls” is that it leaves a lot to the imagination.  The lyrics conjure up a sunny, warm day at the beach, just steps from the Santa Monica Pier, skin glistening a bit from sunscreen and salt water, and ok, popsicles.  I can practically smell sunscreen, salt water, and corn dogs when I hear “California Gurls.”  You may be selling estate planning services or plumbing installation, but the idea is still the same.  In the first example, your clients want to feel at peace with their decisions, so your marketing should give them the impression that their affairs will be in order when the time comes.

3.       Collaborate when necessary.  About two-thirds of the way through “California Gurls,” Snoop Dogg starts rapping.  Katy (or her producers) knew that adding a heavy-hitter like Snoop would entice listeners by adding another layer to the song.  How can your business benefit from collaboration?  Maybe, as an estate planner, you can recommend a good financial planner or CPA, or as a plumber, you know a great carpenter who can finish those kitchen cabinets your client bemoaned while you were installing a dishwasher.  Team up with another professional to sell your services as a package deal; clients love a one-stop shop.