Elevator Pitch-- Writetobefluent.com

People often learn another language by using dry textbooks with fake situations. As the hypothetical dialogues get old, the language learning does, too. Writetobefluent.com is a free language learning tool for people who are tired of making things up and want to learn while being engaged in real-life situations. The site is based on the premise that expressing yourself in writing is vital to achieve fluency in a second language. But, more specifically, writetobefluent.com is community blog that allows native speakers to write in a second language about topics of their choice. Users create an account with basic personal information and then write blog posts about relevant topics such as sports, music, games, politics, hobbies, food, or themselves. The site is based on two way communication between language learners (students) and native speakers (teachers). After a student posts, the teacher posts corrections to their blog post. The student learns from the teacher's corrections and this communication also acts as a segue into further interaction between student and teacher. A message system also allows users to send short emails back and forth to each other. Students also learn from each others mistakes as all blog entires are viewable to the community. Revenue would be generated by selling advertisements on the website.

I am currently looking for a social network platform that will allow me to start this language learning community as well as ideas for how to promote the website.

Elevator Pitch-- Writetobefluent.com

Spinbrush Pro Clean Recharge by Arm & Hammer

PROS
Price ~ $15
Rechargeable dock
No batteries required

CONS
Rechargeable battery wears out after 1-2 years
Power brushes require replacement heads. Spinbrush heads cost ~ $9 for two.


People apparently spend a lot of money on electronic toothbrushes because the fancy ones run upwards of $150. But why spend that much when you can buy a $15 Spinbrush by Arm & Hammer? This electronic toothbrush stands up to the Oral-B PC5000 (retailing at $170) by delivering a comparable brushing experience.

I looked for a power toothbrush after being advised to do so by my dentist. With the Oral-B outside my price range, I gave the Spinbrush a try. I have been entirely satisfied with the product. It provides quality brushing, a rechargeable dock (no batteries required), and some serious cash savings.

Replacement heads cost about $9 for two which isn't too bad considering a manual toothbrush costs about $4-5 each.

My advice to those seeking a quality power toothbrush is to skip the high-priced Oral B and try the Spinbrush.

Spinbrush Pro Clean Recharge by Arm & Hammer

Google Apps For Business

At some point when starting your own business, you'll decide you need a more professional email address-- the traditional yourname@yourbusinessdomain.com. (I decided on thomas @ textbranding.com).

You may be anticipating a dreadful experience, especially if you are technologically challenged; but, fortunately, Google Apps makes it relatively simple to set up your own business email account.

For only $50 per year (per user), the Google Apps suite will allow you to set up business email accounts for yourself and your employees. If you have your own Gmail account for personal use, it only gets better. You can centralize your personal and business email all into one and send messages from either account. When composing a message, you select which account you want to send the message from. If you are replying to a message, Gmail will automatically send it from the email address the original message was sent to. This feature makes Google Apps particularly noteworthy.

Email is the central feature to Google Apps, but the other benefits including Google Calender, Chat, Docs, Sites, and Video allow you to create a personalized intranet for your company. For entrepreneurs just starting out, Google Apps presents an exceptionally low-cost technology system to get things started (and probbaly, to keep things running). With all your documents and materials saved online, a first-rate email platform, and just a $50 dollar per year (per user) fee, Google Apps is a must for entreprenuers.

Google Apps For Business

Back On Facebook; But Not For Long

A month ago, I wrote a post about why I don't use Facebook any more. Last week, I reactivated my account to see if I had been missing anything. I'll admit, I had been... a little bit.

Facebook is the way people my age communicate with each other, so if you're not on it, you're at risk of being out of the loop. In my opinion, this is the only real downside to not having a Facebook account.

If I was not going to China, I probably would stay on Facebook to continue promoting my business. I would likely make a separate account for Text Branding. But, Facebook is blocked in China, and thats likely where I will be for the next year. Hence, I'll be off Facebook for a while longer.

In addition to Facebook, Twitter, You Tube, and many photo sharing websites are blocked in China. According to Wikipedia, iTunes was blocked during the 2008 Beijung Summer Olympics after more than 40 Athletes downloaded a pro-Tibetan album from it (it was eventually unblocked). As someone who understands how valuable freedom of expression (and freedom of conducting business) is, it's difficult to stomach why these sites are blocked. However, I have an open mind and will be interested to understand things from a Chinese point of view.

Back On Facebook; But Not For Long

The Struggles Of Brick & Mortar Retailers

For quite some time now, brick and mortar retail stores have been struggling to stay competitive with the dynamic shopping center called the Internet. My experience with Macy's and Borders demonstrates why physical retailers will probably never regain the power they once had before the Internet.

(A quick aside: Despite my strong interest in merchandising, I actually dislike shopping quite a bit, and more specifically, I loathe clothes shopping. The only exceptions are food shopping and some big ticket items for which I have an exact vision of what I want.)

Case 1: I went to Borders to purchase the Rosetta Stone Chinese language software (Edition 1) as part of my graduation gift. Not available. Not only did they not have it in stock, but it was $35 cheaper online at Rosettastone.com, which is where I ultimately came home and purchased it from.

Case 2: The second part of my graduation gift was a 21-inch carry on luggage piece which was meant to compliment Rosetta Stone. (Have you made the connection yet? I'm leaving for China soon). Macy's is generally the place to go for reasonably-priced, quality luggage; but, they were out of their standard Delsey carry-on, which is one of the few brands they carry. The associate at Macy's was kind enough to put me in her little "book" and said she'd call me when the luggage arrived. But when I want something, I want it pronto. So I went online to ebags.com and bought the same exact Delsey carry-on for $135.99 instead of the $169.99 they were charging at Macy's or Macys.com. And it's a good thing I bought from ebags, because, to this day, I still have not received a phone call notifying me of a new shipment.

Case 3: Not until July did I realize I needed some shorts for the summer. Well, apparently, shopping for summer clothes in July is too late because finding the right size in the right pair of shorts was like trying to find a parking space in Provincetown on the Fourth of July: simply not available. Learning from Case 1 and 2, I went home and searched for the pair of shorts I wanted (the Docker's plaid line) and bought them online for 14.99 a pair at bonton.com instead of the 24.99 they were retailing for at Macy's (both marked down from the $44.00 MSRP).

It is nothing spectacularly new that online shopping is far more robust than its brick and mortar counterpart. But, it does not come without its downside: colors often vary from what they look like online, sizes can vary by brand, and sometimes there are shipping costs (rarely, though, if you are purchasing over $50 worth of merchandise).

Interestingly enough, you might think consumer packaged goods would be immune to online shopping, but shoppers are purchasing their everyday items--shampoo, groceries, aspirin--- all online. Buying these items in bulk online from Amazon.com presents significant savings in the form of stress and money. And while you won't recieve a discount, Stop & Shop's Peapod service will bring your groceries directly to your doorstep--a nice convenience if you live in the city.

Online shopping is far from new but it is continually evolving. And I think there's little doubt that your always local .com will be the preeminent retailer of the 21st century.

The Struggles Of Brick & Mortar Retailers

Ever wondered what bit.ly is?

It's a link shortener for the Internet... and it's more popular than ever for Tweeters worldwide. Twitter dumped their former URL shortener, Tiny URL, for the flashier bit.ly link shortener platform. So when your about to tweet a link to your website but you realize it nearly maxes out your 140 character SMS limit, you'll need to head to bit.ly. The company also offers link-tracking services if you want to see how many people are clicking your links.

A quick example for my own website:

Before bit.ly: http://textbranding.com/TextBranding/FAQ.html
After bit.ly: http://bit.ly/bnKzkE

Ever wondered what bit.ly is?

Finding A Niche In Global Communications

Recently, I have spent a lot of time thinking about how to expand my copywriting business to fill a market need for the global communications industry. I read an Inc. article about the burgeoning language translations business and since been brainingstorming how to cash in. My first thought was business to business translations. It is a highly saturated market but the barriers to entry are low and the overhead is minimal. It involves finding certified translators through the American Translators Association, then promoting yourself to other companies as a translator. If you're a small player, however, it's best to find a niche like legal or medical translations, increasing your chances of success in a marketplace crowded by generalists.

Then, there are marketing translations (also known as transcreation, cultural adaptation, ect). This service is for companies entering emerging markets such as China, Brazil or Russia (or any other market with a different culture and language). Not only do you need your marketing materials translated, you need them adapted to a particular ethnic group... so you don't end up offending your target audience. As case studies will reveal, your content must be adapted in detail to ensure a smooth entry into emerging markets. Companies such as Textappeal offer these cultural adaptation services for global brands.

But there's so many American companies headed overseas that we often forget that organizations in emerging markets are coming here. If you go on most Chinese websites, whether it be a government, school, medical, or business institution, they have some English version. Usually, it's poorly written without consideration to detail, grammar, or other mechanics. Maybe this is where I can fit in. Of course, the trick is how to convince authorities in emerging markets that English writing on their website is important. Not to mention, how to market to them. Assuming I can sell my services to the various institutions that need high quality English copywriting, maybe I can find a lucrative niche.

Finding A Niche In Global Communications

Dove Men+Care Product Line

Dove, a Unilever brand, has rolled out with its new men's care line called "Dove Men+Care." Currently, the product line includes 3 body & face washes, 2 body & face bars, and one "shower tool" which is essentially a shower pouf in masculine form.

As a loyal body wash customer (I stopped using soap bars a long time ago), I tried the "Clean Comfort" version of their body wash. One of Dove's selling points is that their product prevents dry skin. It was hard to for me gauge the efficacy of this product's ability to prevent dry skin because I have never had an issue with dry skin after using soap. Nonetheless, I enjoyed using the new body wash. The scent was subtle with a cool and fresh aroma. A nice added bonus is that you can use the product to wash your face as well, saving you space on the shower rack or in your travel bag.

In terms of body washes, ingredients do not vary much; hence, it's up to marketing to distinguish the product. I think Dove has done a good job with their attractive packaging and the "be comfortable in your own skin" campaign. On their website, Dove is currently featuring life stories from some baseball greats about how they "became comfortable in their own skin," or more precisely, how they developed self confidence through baseball.

Dove has the luxury of already having a premier brand so they are one step ahead in launching a product line like this. While the Dove brand often evokes feelings of peace and gentleness, there is a significant market for men who want more upscale products that work better for their skin. Moreover, the women who so often make the purchasing decisions for their husbands may be more inclined to buy the brand name they already use for themselves.


Here is Dove's new shower tool. The company went one step further than my shower pouf ad and redesigned the apparatus all together. Smart move. This shower tool is appealing and features double sided cleaning action.

Dove Men+Care Product Line

A Brand's True Purpose

As I continued my extensive market research on global content strategy, I came across an inspiring message from a leader at P&G who was a featured speaker at the Cannes Lions International Advertising Festival this past June. He talked about how, to get out of the recession (and stay out), brands need to focus on their unique ability to enhance the everyday lives of consumers instead of just selling, campaigning and marketing.

The former is what attracted me to consumer packaged goods in the first place. It's the everyday part I like the most. Whether it is sipping a can of coke (or mountain dew) over an intriguing conversation or getting a close shave with a Gillette Fusion ProGlide--these are the products that have the biggest day-to-day impact on us. They sustain our livelihoods. They are products at the heart of everyday commerce (hence, the tagline of this blog).

I thought about Global Marketing Officer, Marc Pritchard's, message and made some adjustments to my own mission at Text Branding. On the landing page, I have added our mission statement: Our sole mission at Text Branding is to understand how your brand enhances the lives of consumers, then convey that in writing to global audiences. I can't think of a simpler way of saying what I am trying to do at Text Branding.

On another note, I'm excited to one day attend premier marketing and advertising events such as the Cannes Lions Fesitval. Talk about a great networking oppurtunity.

A Brand's True Purpose

Taglines

I've been thinking a lot about taglines recently because I am trying to create one for my own business.

One of my favorite taglines is from a local Cape Cod company called Shepley Wood Products:
"If your builder isn't using Shepley... please ask why!"

The message is succinct and confident. It's a bold question but I believe it is done respectfully. And it makes the customer think: I wonder if my builder is using Shepley?

Not a bad idea to err on the side of boldness and creativity. The tagline that gets people thinking or talking is doing the best work.

Taglines

The Old Versus The New & My First Sale

As I was ready to embark on my first sales call, I figured I would need a nice black portfolio to hold my marketing materials and note pad together. My first instinct was to go out to Staples and buy a new one. But on the back of my mind was my my old career-search portfolio that I used to carry my resume copies around with (that I got for free at WashU's career center).

I tend not to like old or used things. I want the highest quality goods possible--so it's never my first thought to use perfectly reusable items.

My goal is to learn to do this.

I'll need to get in the habit of asking myself, when deciding between the old and the new, is this product crucial to the infrastructure of my business... is it worth spending the premium on to buy it new? Some things are and it's worth the investment. But many things aren't, including a basic black binder to hold a few pieces of paper (I made due with my old portfolio). It makes good economic sense to use old items. Also, entrepreneurs are usually always strapped for cash in the beginning of their venture. Being mindful of what needs to be bought new or used can help alleviate cash flow problems.

On a separate note, I made my first sale today. It wasn't a CPG client but I wasn't about to turn down good business. I called an SEO agency to see if they outsourced content work to a specialist. "Rarely," he said. But I got a request to do a one page marketing sheet for their corporate presentations. I obliged.

The Old Versus The New & My First Sale

A View of the Pru

I went to Boston last week and stayed with one of my friends. He has a nice apartment in the Back Bay with an amazing view of the Prudential Tower.

The prospect of Living in Boston could be very real for me sometime in the future as it is a bustling center of commerce. I have laid out some pros and cons to living in Boston.

Pros

Access to vast array of business/commerce
Tons of young people out and about
Lots of attractions like Faneuil Hall, Boston Commons, Beacon Hill, ect.
It's so walkable that you don't need a car
Great sports teams

Cons

It's expensive: $2,000 a month for that view and it's only a small 1 bedroom
People are sometimes snooty and cold (not as open and friendly as they are in the midwest)
Image and money are overvalued in Boston (but it is in a lot of places)
It's relatively crowded. Open space is a commodity. One thing I noticed is that elevators are tiny in apartment buildings.

What else?

A View of the Pru

The Difference Between a Freelancer and an Entrepreneur

I went to the Seth Godin Linchpin Tour on Thursday at the John Hancock Hall in Boston. It was informative but I am glad I only paid the student rate which was $20 for the half-day. Others paid $500 for the full day event; I can't say it would of been worth it for that price.

One topic that stuck with me, however, was when Seth explained the difference between a freelancer and an entrepreneur. A freelancer is someone who makes money while they work. They contract out their individual labor in return for compensation. My gig right now is freelancing, I will be paid for each writing project I do.

An entrepreneur is someone who facilitates economic transactions. For instance, if I hired writers and and had them produce the writing projects while I monitored the business as a whole, this would be entrepreneurship. Entrepreneurs, he said, make money in their sleep because the value is in the business they create. Entrepreneurs create organizations bigger than themselves.

This topic is discussed in detail in The E Myth Revisited by Michael Gerber. He talks about how people believe that because they have a particular skill, they can automatically turn it into a business. The most common example is the baker who makes amazing pies. She assumes she can start up a bakery, but it's just not the same thing. The owner often gets too overhwelmed in baking the pies that he forgets his position as the entrepreneur: Someone who keeps tabs on the business from a broader perspective. Entreprenuers don't bake pies, they hire people to bake pies.

"Entre" is French for "between" because entrepreneurs are the liason between resources and selling goods and services.

I eventually want to move into the entrepreneurial arena as someone who facilitates commercial transactions. I can't think of a more rewarding life than being an entrepreneur. Putting people to work, mobilizing resources to satisfy a market demand, and creating an organization bigger than myself is a life dream.

To get there, as Seth Godin puts it, you must "ship." To ship means to do something: To put your ideas in action and execute a vision. Well, I better keep shipping.

The Difference Between a Freelancer and an Entrepreneur

Why I Don't Currently Use Facebook

You wouldn't think that one would need a reason why they don't use Facebook. But when 1/15 of the human race uses it, I guess you do. People sometimes ask me why I am not not on Facebook; heres why:


1) I don't have time for Facebook. I am on Twitter, Blogger, and LinkedIn. That's is enough for me. I would rather network professionally.

2) I don't want my social status to be defined by Facebook. There's something shallow about measuring social status through wall posts.

3) I don't have a comparative advantage with Facebook. In other words, I don't have someone taking thousands of pictures of me then posting them on Facebook. So it doesn't play to my strengths.

I'm not one to think Facebook is all bad. Right now it is just not for me. But that is always subject to change.

Facebook is great for photographers. It's perfect sharing photos with others.

And it's a must for most businesses. Social media is a critical marketing strategy.

Why I Don't Currently Use Facebook

More Saving. More Doing.

From a marketing standpoint, I am impressed with Home Depot's new ad campaign. Played on radio and TV, it features a man's voice with a "we can do it" attitude. Here is one of the ads that features Home Depot paint products.

Theres a certain earnestness in the man's voice that I think resonates well with 'do it yourselfers'.



The slogan is well done, too. "More Saving. More Doing. Thats the Power of the Home Depot." I cant think of two things that Home Depot shoppers would rather do more of.

The ad is also a good lesson on simplicity. Just find what the consumer wants...then appeal to it. In an honest way. In Home Depot's case it's appealing to a consumer's desire to spend less money on supplies and become a more efficient worker. That's the power of the Home Depot. That's the power of advertising.

More Saving. More Doing.

After the Rainstorm, There's a Rainbow

I was initially skeptical about my new Rainbow sandals because they tore my feet apart for the first week. My skin was red and peeling after I wore them for just a few hours walking to classes. But after a week, these sandals gradually molded to my feet and became comfortable: Like stepping into butter comfortable.

The sandals have a lifetime guarantee for as long as the sole lasts. The flip flops reportedly last for three seasons, making the $45 sticker price less shocking. It makes sense to pay $45 for three seasons than $20 for a pair of sandals that will only last one.

Rainbow sandals are difficult to find. At the St. Louis Galleria, they were only available at Journey's. They can also be bought online from the company site or from select online retailers.

In conclusion, I would highly recommend these sandals; but, keep in mind the first week is painful. After that, you'll be content knowing you have a pair of comfortable, reliable sandals.

After the Rainstorm, There's a Rainbow

My Web Hosting Mistake

Last night I was about to write a very favorable review for GoDaddy.com. I have had a great experience with the three domain names and two web hosting services I've bought from them.

But I was curious about the web hosting industry so I looked at Go Daddy's competitors. I came across Lime Domain's where I could have bought my textbranding.com domain for $10 which would of come with FREE hosting. Instead, I paid Go Daddy $13 for the domain name and $70 to host my website for a year. Oops.


I hope you at least get what you pay for. I know that Go Daddy is a reputable company and offers great customer service. You won't wait long until your speaking directly with someone who can walk you through the simple process of publishing a website. But still, FREE hosting.

Next year I can transfer to Lime Domain and cash in if they are still offering the free hosting incentive.

The lesson here, though, is to shop around before buying. I can be impulsive when I see something I want; but, it makes a lot more sense to compare options and go with the company that offers the best value.

My Web Hosting Mistake

5-hour Energy

Cost: $2.99 for the 2-ounce bottle
Some Key Active Ingredients: Caffeine, Vitamin B6, Vitamin B12, Taurine, Niacin
Calories: 4 per bottle
Flavors: Fruit-based

I had some extra money on my school account so I picked up a bottle of 5-hour Energy at the bookstore. Otherwise, I am not sure I would have tried this energy beverage.

5-hour energy started out as a sort of infomercial, and surprisingly has catapulted into the number one selling energy shot drink in the United States.

5-hour energy gave me a mild energy boost, as promised, without the jitters and crash. The grape version tasted similar to Dimetappe cold medicine--leaving much to be desired. The taste was so off that I am not sure if I will buy the product again. I don't understand how energy drinks survive in the marketplace with such poor taste quality. Oh wait, I do: The benefit of extra energy outweighs the cost of taste-bud-harm.

5-hour Energy

Droid Slogan

There are a couple of Droid (a Motorola phone licensed by Verizon) slogans that have appeared on television commercials recently. Their most current slogan is "when there's no limit to what droid gets there's no limit to what droid does."

I like the other version even better: "In a world that doesn't, Droid does." This slogan lets cell phone consumers know the Droid is capable of doing anything an iPhone or Blackberry can do-- and it conveys that message fast and confidently.

Droid Slogan

TextBranding™

I recently developed a website for a business I would like to start. The business is TextBranding™, Inc. www.textbranding.com : a copy writing service for the food and beverage industry. I think it will be a great way to make money while I am still looking for a job. It combines two special interests of mine: the food & beverage industry and writing.

I used godaddy.com to buy the domain name for $12/ year. I used iWeb to design the website which was free (the program came with my macbook). It costs about $70/ year to host the website for which I also use godaddy.com.

I've been strategizing how I will attract business. I plan to network using LinkedIn groups and contact companies directly. I am also going to a marketing conference hosted by Seth Godin in Boston this June. I may also try to market to international food & beverage companies since they should be interested in my services given the language barriers.

Overall, it will be a good, low cost way to develop my entrepreneurial skills. I think it's better to make mistakes here then on a more sophisticated, expensive business in the future.

I am still looking for a logo and advice on how to market my services. Should I do an internet marketing campaign? Search engine optimization?

TextBranding™