The Wax Blog

By Beth Graddon-Hodgson

Je ne peux pas vous entendre!

When you blog, do you put much thought into the language that you’re using? I don’t just mean whether you’re writing in English, French or Spanish; I also mean your use of grammar and word choice. Most people don’t think about it, they simply write in the language they’re accustomed to. But speaking the right language can truly help attract your target audience to your business blog, so it’s about time you start!

Here’s the thing – the language you use, specifically when incorporating your keywords can make a big difference on the type of traffic your draw to your blog. While all traffic is good traffic, you really want readers that could turn into clients on day so you get your ROI.

Speak their language and you’ve got a much better chance of gaining exposure with the right people. (more…)

I ran this post early last year and thought I’d update it with a few more ways to be a ‘good nag’.

The biggest pet peeve I hear from the media is when people ask them “hey did you get my email?” Granted that is a pretty stupid question – but I can’t tell you how many times I’ve called a journalist because I KNOW he or she would want the story only to hear “yeah, send it again it must have gone in my spam file” Or – “Oh I was on vacation and had too many messages so I just deleted them all.” So how do we make sure the journalist or producer got what we sent without appearing like a needy, nagging spouse? (more…)

I’m a little tired of hearing about the wonders of social media and the stunning achievements of the PR 2.0 world. Anybody who’s ever done the hard work of promoting in online video knows that for every thousand views, you’ve got a ton of leg work. Those “Susan Boyle” moments just don’t come around that often.

I may get called a Luddite for this, but there simply isn’t a better public relations tactic than the good old-fashioned STUNT. Jay Conrad Levinson may have coined the term ‘guerilla marketing’ to try to make it seem like a fresh concept, but ever since the first beauty pageant to find Miss Dove soap, creative stunts and promotions have made the difference for brands. And by combining those stunts with the power of online promotion, you’ve got a wicked good strategy.  What better example than the Old Spice campaign…many would say this was a red hot viral campaign but really, it was a clever promotional idea launched with an ad campaign, but fueled by strategic use of Twitter and YouTube to make it seem current and new. That’s the beauty of integrated marketing.

Most people think big promotions have to cost quite a bit of money, but really it just takes a creative idea. London-based Taylor Herring Public Relations is arguably one of the best agencies in the world at truly creative, unusual promotions. Taylor Herring provides public relations for events like movie premiers and television shows, as well as  PR for major brands like Honda and Google. But what they, and their online division also do very well, is create unusual experiences for their audiences that might be eyebrow-raising, but still fit the image of the brand. And although they are the people that created the world’s first ‘live’ TV commercial, the campaign that got my attention was one they did for a comedy channel’s stand-up season on UK television. Instead of something huge, they thought up the idea of simply finding the world’s oldest jokes and created a “Historical Humour Study” including the oldest jokes and one liners. Complete with a resident professorial expert, the idea was contained in a simple press release. Yet it was so unique, the agency garnered millions of impressions for its client. (You can read the entire case study on the Taylor Herring site here)

Here are a few simple tips that you should follow when planning your own ’stunt’: (more…)

Last week you got a look at it just how all-encompassing the term blogger is and some clarification regarding the “blogger” stigma. So this week, let’s explore what a problogger actually does for your blog. If you’re planning on doing your own writing for your business blog, don’t turn away! The approach that probloggers take to make your blog an effective marketing tool is one that you can learn and apply yourself. Just remember that your business blog, whether in the hands of a problogger or the face behind the business, is a powerful way to enhance your brand awareness. Keep it relevant, and avoid getting too personal. Ensure you use these problogger strategies in mind to make the most of it.


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By Beth Graddon-Hodgson

I’ve touched upon what a pro blogger does on the Wax Blog in the past, but it’s a subject that seems to be coming up a lot lately, so now it’s time to dedicate a post  or two to the subject! I find that a lot of people, even prospective clients are a bit confused about what a pro blogger does because of the stigma that’s attached to the title “blogger”.

The title is an all-encompassing word that defines anyone who blogs. As far as that goes, it’s accurate. But within that definition there are different types of bloggers and there is one category of blogger that people most often associate the term with. I bet you already know precisely what I mean, but for the sake of clarity, let me tell you! A blogger is most often considered someone who writes for themselves. Sometimes they write about a personal interest like cooking or graphic design; other times their blog is a place to chronicle their lives personally and professionally. These bloggers rant, rave, express their opinions emotionally and share their advice with others. They want people to read but they’re not promoting a brand beyond their own name.

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by Susan Long

More than two thirds of businesses have never even considered whether or not they own their market position,  and plenty of those are doing just fine.  So when it is essential to really grab your slice of the market, declare it yours and defend it? Here are a few reasons when considering your market position may be crucial to your success. (more…)

By Beth Graddon-Hodgson

In last week’s post, I gave you a little bit of insight to help you use your intuition and determine how to respond you comments on your business blog, based on what you think each commenter wants to hear. This week, we’re delving a bit deeper into the really juicy stuff; writing blog posts that are sure to get people commenting and I’ll reveal one of my big secrets about handling comments. (more…)

Almost half the clients I have worked with over the years believe that their strongest selling point is their great customer service. When you are deciding what your market position is going to be, when you are seeking out that all important unique selling point (point of difference), look beyond customer service – here’s why: (more…)

By Beth Graddon-Hodgson

A great blog should attract regular feedback from readers. Any subject that provokes thought, whether it’s because visitors love or hate what you wrote, entices them to leave a comment. They might ask for further clarification, leave an opinion of their own, or thank you for the information. Sometimes if your opinion or perspective in an article really irks them, they’ll even bash you on a personal level. Comments are comments and they’re all fantastic, because you know you made an impression on your readers.

You might think that the only reason to answer comments is for courtesy, like the obligation to return a phone call when a voice mail has been left. It is the polite thing to do, indeed, but you can also use comments to keep your readers talking. (more…)

After such strong comments on my post about corporate digital footprints, I got a REAL expert to weigh in on monitoring your online reputation. Here are Kevin Kaiser’s thoughts – Kevin is the founder of Startup Biz Blog an up and coming small business blog with some really smart advice. Stay tuned as I kick off my new series on writing an actionable social media plan next Monday.

After all of the energy you’ve put into creating your company, don’t let it get lost in the giant tangle of the world wide web. Managing your online reputation so that people get the correct picture of your company right off the bat is more important now than ever. (more…)