Small business owners and solopreneurs learn quickly that they must wear many hats. While this ability to work in every area of their business may save money in the short term, it doesn't take long to understand that multitasking can be bad for business. When your focus is diluted across many channels and business goals, you may find that you do a little bit of everything but never solidly complete anything. You spend a good part of your day putting out fires and starting projects and at the end may realize you didn't finish anything to your satisfaction. That's why keeping your focus is one of the best things you can do for your business. It also models good behavior and sets your employees up for success. Here are a few tips on how you can keep your focus in a world that rewards anything but. Retaining Focus in a Busy World You are pulled in many directions throughout your day. There are internal and external things battling for your attention. Finding a way to silence these distractors can help you meet your business goals. Silence Notifications This is the most obvious one but also the hardest for most people to do. We’re conditioned to respond every time the ding that notifies us of an email or text goes off on our device. Even if you don’t attend to it at that moment, it has likely interrupted your thought and you’ll have to revisit what you were doing. You may not have the luxury of silencing the phone at your business, but you can silence e-notifications. No, really. You can. You’ll survive. Set your devices to go in and out of Do Not Disturb throughout the day or give yourself designated 30-60 minute work sprints followed by 10-15 minute times to answer those emails or texts. There are very few electronic communications that can’t wait one hour for a response. If you’re worried you’ll miss a customer communication and thus a sales opportunity, look into AI chatbot options or hire a message service. But do this only if you’re in a business where waiting 60 minutes is the difference between life or death (and even so, most doctors will tell callers on their message line that they should call the ER if it’s a life-threatening emergency). Most situations can wait. Silencing notifications means you get your to-do list finished in a fraction of the time and with a much better, more focused quality. That focus yields better outcomes. Give yourself the gift of time by silencing those notifications. Decide on Your Most Important Tasks and Keep a List If you’re silencing notifications, you should have 30-60 minutes of limited interruptions. If you work behind a counter, in a brick-and-mortar business you will still have those interruptions but here’s how you will make the most of your day. You need two lists. The first list is comprised of 2-3 things that will make the biggest impact on your business TODAY. They are your short-term wins. They’ll move the needle quickly. The second list is comprised of the things you can chip away at. They’re important, but they’re long-term goals or tasks that are not time sensitive. They could be quick wins or long undertakings but they’re things you can work on when you have a spare “minute or two.” As a business owner, you will always have unexpected time—waiting for a meeting or on a vendor, a slow moment at the store, you get the idea. Make a list of things you can do during that time that will impact your business. For example, use AI to brainstorm a new name for the newsletter. Look for a new color scheme (if you’re considering a rebrand.) Watch a video on YouTube on something you want to learn more about like digital marketing. Most of the time when we have these stolen moments, we don’t maximize them. We go onto Facebook and remark about how big our friends’ kids are getting. While heartwarming, this is not a great use of time. Instead, make this list and keep it handy. (Storing it on your phone means you’ll likely have it wherever you are.) That way you can use your stolen moments for the greatest impact. Fill Your Attentional Load If you are working on mundane tasks that don’t require a lot of thinking, you may find you’re more easily distracted. Using music or other intentional distractors that you control can actually help you stay focused because it “fills” the part of your brain that requires stimulation. This action works in much the same way that a sail may flap in the wind with small gusts but larger gusts that fill it will keep it pulled tight with less flapping around. Keep a Notebook When something internal distracts you from your task, ask yourself if it is critical that you address that distraction now or can you table it for later. If it is not an emergency, write it down in a notebook (or digital note app) and return to it when you have finished your work. Once it’s in your notebook, let it go. Don’t let it continue to take up space in your mind. Finally, retaining focus is not always about discipline. Nurture a curiosity as you go through your day. Look for connections on what you’re working on, your goals, and how they tie into the community, interests, and a host of other things. You will start to uncover an interconnectedness that may help you see additional possibilities for efficiencies and partnerships in your business. Sometimes, what initially identifies as a distraction, could be your next big idea.

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Ask yourself a simple question—what’s holding your potential customers back from buying from you? You might think cost. Perhaps it’s ease of purchase (online ordering), location, or not knowing about you. But there could be something much easier to fix than cutting your prices, moving, or rebranding/launching a huge marketing campaign. While all these things are important—pricing, location, and top-of-mind recognition—there is something else you could be doing to get more people in your business. You could be setting expectations. What does that mean? There is likely a need for what you sell or do. Or you wouldn’t have gone into business, right? Maybe your marketing is really great, and you’ve created a desire for your product or service among your audience. But unless you sell something that is an instant emotional purchase, doubt could set it and kill your sale. This doubt occurs because the purchaser is unsure of your product or service, worries about the value, or is doing something they wouldn’t normally do/purchase (that includes purchasing from you for the first time). To avoid this, you need to ensure they have the confidence to purchase from you. Help them imagine what you (your product or service) can bring them. Do this by creating content. But not just any content. Content and Sales Let’s say you run a Facebook ad for a new service you’re offering or a discount to try your business. Hopefully, you’ve used the targeting features well and you get a lot of clicks on them. Potential customers are reading the info, and signing up for whatever webinar, service, discount, or info session you’re offering (gyms, I’m especially looking at you here). Congrats. That’s great. You’re probably ecstatic with those leads. But then they fail to convert to sales. What happened? The leads seemed interested. Something made them change their mind. Or did it? First, many people treat Facebook ads and events like a try-before-you-buy situation. Just like people tend to post the life they wish they had on “the Book,” they seem interested in events and services when really, they’re just trying out the idea in their head. Moving Potential Leads from Maybe to Gotta Go There To help close these leads, you need to send several reminders with the kinds of subject lines that scream “open me.” When they see you in their email inbox often, it will be harder to forget their commitment. But more importantly… You need to manage expectations. This person is new to your business. They don’t know what to expect from you. They enjoyed your ad, thought this is for me, but then doubt sets in. They start wondering, what will this be like? Can I do it? Is it really for me? And a hundred other concerns. As in Newton’s Law of Motion—an object in motion stays in motion—a potential customer stays “at rest” until a force is applied to it. In this case, the force you are applying is addressing their questions and concerns ahead of the potential customer voicing them. I recently signed up for an exercise class trial. It was a weak moment, a new exciting business in town, and I had a desire to get healthier. This particular exercise looked like fun but I’ve never done it. Then doubt set in. Would I be the oldest person in the class? Would everyone else look like Barbie in Lulu? What do I wear? Can I handle it without throwing up? The more questions popped into my mind, the more I thought about canceling. I dodged the business’ reminder phone calls. I didn’t confirm on their texts. I was 90% ready to hit the “unsubscribe to everything button” and then an email arrived. It was friendly and upbeat. It answered all my questions and then some. (Minus the Barbie one.) And I’m going to the class. That email got me over my concerns without the embarrassment of having to raise them in the first place. In your business content you need to do more than tell who you are and what problem you solve. That’s the beginning of the sales process. If you want to move people down that sales funnel, turning them into loyal customers, you need to address things that might be holding them back. You don’t do that by having a perky employee call and say, “let me know if you have any questions.” They won’t tell you. Instead, you need to anticipate those hesitations, address them ahead of time, and serve up the answers to them. If you do, they’ll not only be more likely to buy from you, but they’ll also see you as a business that “gets” them. And that’s the first step to building a loyal clientele.

If you’re a gig worker, or you use them in your business, it’s important that you are aware of recent legislation that went into effect this month. What Is a Gig Worker? A gig worker (independent contractor, freelancer, or contingent worker) is someone who works on a temporary, flexible basis, often for multiple clients or companies. They perform specific tasks, projects, or assignments for a predetermined period, rather than being employed full-time by a single employer. The number of gig employees has grown exponentially over the past few years. In 2024, it’s expected there will be 76.4 million people working as freelancers and indie professionals). These people work in a variety of industries including ride-hailing (Uber, Lyft, etc.), food delivery, freelance writing, graphic design, consulting, and others. Gig workers enjoy a level of autonomy and flexibility in choosing when, where, and how much they work, something that has become more appealing (and practical) post-COVID. During the pandemic, many people were working from home. Once companies called employees back to the office, some decided to leave traditional work environments for more flexibility. The gig economy has also grown significantly in recent years due to technological advancements, changing labor trends/opportunities, and the desire for greater work/life balance. What You Need to Know About The Independent Contractor Rule The Department of Labor (DOL) introduced the new Independent Contractor Rule on March 11. It sets out six criteria for determining whether a worker should be classified as an independent contractor or an employee. This recent legislation has stirred up significant controversy among freelancers and businesses that rely on gig workers. Here’s why: This new rule, which replaces an earlier one from 2021 that designated two "core factors"—control over work and opportunity for profit or loss as the deciding factors for classification, poses new challenges for employers in categorizing their workforce. Companies that rely heavily on gig workers (like ride-hailing, food delivery, and creative services), may need to recategorize a significant portion of these independent contractors into unionized employees. According to the press release issued by the US Department of Labor, “‘Misclassifying employees as independent contractors is a serious issue that deprives workers of basic rights and protections,’ explained Acting Secretary of Labor Julie Su. ‘This rule will help protect workers, especially those facing the greatest risk of exploitation, by making sure they are classified properly and that they receive the wages they’ve earned.’” But not everyone thinks they’re being “exploited.” Many gig workers, small business advocates, trade groups, and lawmakers have likened this new rule to California's Assembly Bill 5 (AB5), which took effect on January 1, 2020. It required many businesses to treat gig workers as employees. That rule impacted many freelance journalists because it capped the number of articles they could get paid for. AB5 triggered widespread outcry, leading to the California legislature passing over 100 exemptions for affected industries. On March 21, the U.S. House of Representatives’ Committee on Education & the Workforce moved forward with a proposal to repeal the rule. The committee approved the resolution in a 21-13 vote, paving the way for consideration by the entire House. Additionally, the Independent Contractor Rule has prompted at least five lawsuits (at the time of this writing), including one with the US Chamber of Commerce and co-plaintiffs the Associated Builders and Contractors, Associated Builders and Contractors of Southeast Texas, American Trucking Associations, Financial Services Institute, National Federation of Independent Business, and National Retail Federation. The complaint argues this rule will make it difficult for businesses that require the flexibility to be able to scale up or down quickly depending on employment needs (seasonally or otherwise), while also impeding on the freedoms of millions of gig workers to chart their own course of independent work life. Many gig workers prioritize the flexibility and autonomy offered by contracted employment models, as highlighted in a study by the Harvard Business Review. Karen Anderson, founder of Freelancers Against AB5, strongly opposes the rule, describing it as 'disruptive and cruel.' According to Anderson, the law affects over 600 categories of professions within their membership, causing significant disruption and hardship. On the other hand, the DOL says the legislation aims to safeguard workers' rights and ensure consistency through the Fair Labor Standards Act. Organizations like More Perfect Union support the rule, anticipating that it will result in higher wages and overtime pay for millions of gig workers. In conclusion, the shift away from 2021’s simpler two "core factors" framework to a broader six-factor assessment adds uncertainty, leaving employers with challenges in accurately classifying their workforce. Whether you are a business using gig workers or are an independent contractor, this ruling—and the current lawsuits (and potential votes) surrounding it—will have a significant, precedent-setting impact on the independence of the worker. This ruling is just one more stop in the evolving landscape of employment classification but one that we should pay attention to.

Does your morning begin post coffee? If so, then you know the importance of that routine (and caffeine addiction). Your morning just isn’t the same without it. You can create the same addiction to your business. It just requires a more carefully created artifice or brand. Without the help of caffeine or other addictive substance, you’ll need to use marketing and a persona that draws people in and makes them want to be a part of your business. Whether you are a company of one or 100, there are ways to help customers feel a “need” for you. You just have to find the right combination of desires and attitudes. How to Become an Addictive Brand At the risk of pulling a bait and switch, I want to be clear that the idea is not to make EVERYONE addicted to you, but rather, your ideal customer. That said, tailor the suggestions below to appeal to your demographic. Let’s look at how others have done it successfully. Be a Role Model One of the reasons people love Taylor Swift is because she models good and generous behavior. For example, according to unnamed sources quoted in People Magazine, Swift gifted her Eras tour employees $55 million. It's this type of positive role modeling that makes parents and tweens love her. While no one expects the average business to give like Taylor, encouraging generosity and giving back is an admirable trait in any business. You might give employees time to volunteer for nonprofits, host a holiday toy drive, or support a local sports team. Whatever way you choose to give back, know that people will appreciate it. Plus, you’ll feel like a bigger part of the community. Listen and Love Them Back Don’t put up walls and send out cease-and-desist letters when people celebrate your brand. As long as their social shares aren’t inflammatory, give them some social media love back. For instance, a novice makeup artist posted pictures of her work online. She tagged the makeup manufacturers of the products she used. Only one of the three commented on her post. Then they shared it. She was so touched by the shout-out (after all, she’s not a big-time influencer. She had very few followers at that point), that they are now all she uses. And guess what? She gives them a tag every time. That’s more eyes on their product. Give Them More Than Products or Services To be an addictive brand, you want to become part of their life. This means doing more than just selling them something. Consider how you might fit into your ideal customer’s life. Can you give them an escape? Can you solve a problem? Can you become a source of advice, entertainment, or education? The answer lies in your audience but one of the most popular ways to become a part of their lives these days is by hosting events. Recently, I came across a florist who hosts events at a local brewery during the day. From flower arranging classes to bonsai shaping seminars, these classes draw a crowd. The florist and the brewery win. So do the attendees. What business might you pair with to create an enjoyable time for your ideal customer? Become a Lifestyle I know I promised I would tell you how to become an addictive brand without caffeine, but I would be remiss if I didn’t mention Starbucks. Let’s move past what they sell. Starbucks has crafted an addictive brand (for seven dollars a cup in some places, I’m calling it a luxury brand). People make jokes about how they can’t live without it. But it’s not the coffee they’re talking about, or we would’ve seen a decline in sales at the shop when they went into the grocery store. If you’re a Starbucks fan, you don’t talk about going to “get coffee with friends.” You use the brand name—going to Starbucks. The company did this by becoming a lifestyle for its consumers. Customers bring work to the coffee house, meet friends, and go on first dates there. It’s a gathering place. It sells merchandise and even seems to have its own ordering language. Plus, it uses gamification in its app to encourage its week-day customers to also buy on the weekends. It awards double stars for streaks of purchases (Monday-Saturday for instance). You can begin creating a lifestyle brand by working with influencers and focusing on word-of-mouth marketing. Additionally if you want to be a lifestyle brand, make your business a hub of activity and encourage lingering. And when you become a brand everyone is addicted to… Remain Humble Keanu Reeves has worked in Hollywood for decades. With a net worth estimated north of $380 million, he still regularly credits others with his success (like the stunt doubles in John Wick). Hollywood insiders also tell the tale of how Reeves waited outside of his wrap party for hours because no one recognized him. (I wasn’t there so I can’t say if it happened but it sure is good PR for his humble personal brand). Reeves is loved and celebrated for these traits setting him apart from so many of his peers. When your business becomes the next big thing, practice the art of humility, how to make someone’s day on social media, and how to show gratitude. Your customers will notice.

Social media is a Hulk-size time suck, but it is also one of the most effective ways to connect with your audience. That’s also why it’s so dicey to freelance that kind of thing out. But there are a lot of really talented folks out there who can help you expand your reach and connect. You just have to find the right ones. And since everyone thinks they can post to social, there are a lot of ineffective people posing as social media superheroes. Here’s how you can separate the talent from the try-hards: Ways to Tell a Social Media Trixter from a Superhero It’s tempting to hand your social media over to an intern or the nearest teenager in your life. After all, they’re on the platforms all the time. But they’re connecting in a social way, amassing followers and likes and not concentrating on conversions. You need someone who understands how to nurture a relationship to end in a sale. That’s not to say a teen can’t do that. But you need to have a conversation with them to make sure you are on the same page about your ultimate goals behind social media. Additionally, you’ll want to talk about the following things: ● Stats and KPIs. If you’re working with someone to help you reach more people and increase your sales, you’ll want to know they have a track record of doing so already. If you’re their first client, make sure they can show you how they will gather the analytics and tell what’s working and what isn’t. Identify KPIs. If they tell you “Let’s try this and see.” That’s not enough. How will you “see”? If they guarantee 100 new followers before the end of the month, ensure you know what kind of followers they are. Speaking of… ● Know the target. Make sure your social media person understands audiences and the value of a like as it equates to your business goals. My TikTok is beginning to finally amass some likes. But guess what? They’re all from my teenage sons’ friends who enjoy making fun of my videos. They may “like” my stuff, but they will never buy from me. These are bogus numbers from a business perspective. Make sure your guru understands who you’re trying to target. ● Understand the offerings. Social media is not a science. What works for your ideal audience may not work for others. That’s why social media packages vary as much as restaurant food prices. Some people do retainers, some monthly and some hourly fees. Know what you’re paying for. After you’ve narrowed down your list of social media people who seem capable, dig deeper into understanding how you would work together. Ask them to draw up a proposal or editorial calendar. Pay them for their time. Examine their ideas on how they plan to reach a larger audience. You’re looking for creativity here as well as things you may have already tried that didn’t work. No reason to work with someone who’s doing exactly what you’ve already done. If They’re Going to Be You, They Must Know You Finally, communication is key when looking for someone who will be representing you on social media. While a good social media person should ask you the following things about your business, if they don’t, make sure you communicate these important details. Give specifics on your ideal audience. Share past triumphs and trials. Communicate the tone you want on your posts. Agree upon the posting review process. Will you see posts before they go out? Understand who oversees responses. If you do, will they call them to your attention, or will you need to monitor each day? How far out will they schedule? Communicate how you want holidays to be handled and if there are any topics you don’t want to mention. Will you supply content ideas and important dates to your business? This should be a partnership. If you’re running a sale, for instance, you should give your social media superhero notification of it and look for best ways to leverage this information. Be clear about how you feel about content curation versus creation. Your social guru should have a strong understanding of how to leverage curated content for a larger audience without getting into permission problems. The hardest part of handing your social media over to someone else is making sure their efforts fit your goals and remain authentically “you.” Don’t expect that putting someone else in charge means that they will take it off your hands in a “set it and forget it” kind of way. You want to remain a part of the social side of your business. After all, the success in that area is about building relationships and you don’t want to pay someone to do that for you. They can assist with the day-to-day posting, but the relationship should remain yours.

Creating the right office space is something you embark on every time you’re procrastinating. It can be a time suck or a filler. But investing time in establishing the right work space can improve your productivity, creativity, and organization, as well as make you more successful. Whether you believe in Feng Shui or not, you can transform your workspace into a harmonious and productive haven that will help you achieve more in the time it takes to watch your favorite TV show. What Is Office Feng Shui? Before you roll your eyes, hold on a moment. Office Feng Shui emphasizes the importance of balance and energy flow. Even if you find this hard to believe, there are plenty of studies that have been done about organization and its impact on productivity. Clutter also impacts our stress and anxiety levels so this alone is a great reason to give an office revamp some thought. Office Feng Shui focuses on creating a harmonious and balanced environment within a workplace to enhance well-being, creativity, and overall success. The term "Feng Shui" translates to "wind-water" in English, symbolizing the flow of energy and the importance of balance in the natural elements. By applying these principles to an office setting, small business owners and employees can create a positive and supportive atmosphere that fosters productivity and success. Feng Shui Tips for a Better Work Environment While you may not be ready for a Bagua Map and other tools involved in Feng Shui, you can use beginner techniques to impact your productivity. Declutter for Success Clearing clutter in an office can have several positive effects on mental well-being and work including: · Improved Focus and Productivity. Clutter can be distracting and overwhelming, making it difficult to concentrate on tasks. · Reduced Stress. A clutter-free environment contributes to a sense of order and control, reducing stress. It can also create a more calming atmosphere, positively impacting mental well-being. · Increased Efficiency. Knowing where everything is and having easy access to essential items can streamline work processes, saving time and increasing overall efficiency. · Professional Image. A tidy office space conveys professionalism and attention to detail. It can make a positive impression on clients, colleagues, and visitors. Quick Ways to Declutter While Multi-tasking Most people will tell you multi-tasking is a bad idea. But if you’ve put off decluttering because you don’t have time, consider that you can do it while doing other things such as watching TV or listening to music, your favorite podcast, or an audiobook. Here are 8 steps to get it done quickly: 1. Set Clear Goals. Define the purpose of your workspace and identify what items are essential. This will guide you in determining what to keep and what to remove. 2. Sort and Categorize. Group similar items together. This helps you identify duplicates and ensures that everything has its designated place. 3. Use Storage Solutions. Buy organizational tools like shelves, filing cabinets, and desk organizers to maximize space and keep things in order. There are many attractive organizational options these days including wicker file cabinets and decorative boxes. 4. Digitize Documents. Reduce paper clutter by digitizing documents. It saves physical space and makes it easier to locate and manage files. 5. Declutter Regularly. Make decluttering a routine. Regularly assess your workspace and remove items that are no longer needed to prevent accumulating unnecessary stuff. 6. Prioritize. Identify the most important and frequently used things in your workspace. Keep these within easy reach. Archive or store less frequently used (or bulk) items. 7. Personalize Thoughtfully. Personal touches can make an office feel comfortable, but don’t overdo it. Choose a few items to personalize your space that don’t get in the way of working. 8. Create Designated Areas. Designate specific areas for different activities, such as a focused work area, a space for collaboration, and a storage area. This helps maintain organization and workflow. Choose Colors Wisely Colors have psychological effects. They can influence mood and productivity. Align your color choice with the nature of your business, the desired atmosphere, and whether you bring others into the space. Learn more about the psychology behind color. Incorporate Natural Elements Bringing nature indoors can boost morale and productivity according to a study featured in the Harvard Business Review. You can accomplish this easily by adding plants, opening curtains to bring in natural light, or even purchasing a small indoor water feature. Personalize Your Workspace Infuse your personality into your workspace. (Papa Smurf sits upon my desk holding a pen. He makes me smile, ties into what I do for a living, and reminds me of Hemingway.) Add artwork, motivational quotes, or unique decor items to boost morale and create a more enjoyable work environment. Arrange Your Furniture in a Mindful Way Arrange furniture to create a harmonious flow and maximize comfort. After all, you probably spend a lot of time in your office. Use comfortable pieces to enhance collaboration, communication, and overall efficiency. By making simple changes to your workspace, you can create an environment that supports your business goals and fosters a positive and balanced work atmosphere. Best of all, you’ll create a space you enjoy.

There’s an untapped goldmine out there for your business—YouTube. Beyond the fact that it is the second-largest search engine globally (behind its parent Google), YouTube offers a unique space for businesses to connect with their audience, showcase expertise, and build lasting relationships. It’s time to get over your fear of video and embrace the world of YouTube because it can significantly impact your business growth and reach. Why YouTube? YouTube is not just a platform; it's a community, a space where you can showcase your personality, values, and expertise. Unlike traditional advertising, YouTube allows you to engage with your audience authentically, fostering a genuine connection that goes beyond a transactional relationship. But that’s not all. There are several other reasons why you should be using YouTube: It's The 2nd Largest Search Engine When it comes to online searches, Google reigns supreme. What many people don't realize is that YouTube, owned by Google, is the second-largest search engine globally. This means when users are looking for answers, solutions, or information, they turn to YouTube, especially those under 30. By creating valuable content related to your business, you position yourself to be discovered by a broader audience seeking what you offer. Business Videos Are Not Interruptive, But Informative Unlike traditional advertising methods and social media platforms where talking about your business interrupts a user's experience, YouTube users have a search in mind. Many viewers come to the platform with a purpose, actively searching for solutions to their problems or seeking information. By providing helpful content, your business becomes a welcome presence in their journey for answers or examples, leading to a more positive perception and engagement. Some businesses are hesitant to share their knowledge because they think DIYers will glean what they can from them and never become a customer. While this may be the case in some circumstances, you can safeguard against this by not offering everything you know. Additionally, creating videos solving issues you don’t want to handle can help ensure only pre-qualified customers contact you. For instance, if you sell tires do you really want people to come in just to get their tire pressure checked? Probably not as it ties up your employees in an activity that likely won’t turn into a sale. Instead, create a video showing people how to check it and how to know what their pressure should be for their car, and they’ll remember you as a knowledgeable, helpful person/business. They’ll likely come to you when they need a tire. Multipurposed Content Video offers a lot of opportunity to repurpose content. YouTube videos don't have to be lengthy, just valuable to your target audience. Creating a 10-minute video allows you to delve into topics in-depth, providing comprehensive insights. Afterward, extract shorter clips from the video to cater to different audience preferences and consumption habits (on Reels and TikTok, for instance). Additionally, you can transcribe your videos into blog posts (or have AI do it for you). This improves accessibility for different audiences and enhances your online presence. Search engines love text-based content. A blog post allows you to target relevant keywords, boosting your discoverability across platforms. This repurposing strategy ensures a broader audience. The Things No One Wants to Admit: Okay, this has not been verified so it’s just a guess on my part. But…I believe Google gives preference to high-performing content on its own platforms. There. It had to be said. Revenue Share and Monetization YouTube offers a Partner Program that allows eligible content creators to earn money through revenue sharing. By monetizing your videos (after reaching the minimum 1,000 subscribers and 4,000 watch hours over the past year), you open an additional stream of income for your business. This financial incentive can support your content creation efforts, making it a sustainable strategy for the long run. Email List Growth and Retention Potential One of the most significant advantages of a YouTube presence is its ability to grow your email list. By encouraging viewers to subscribe to your channel and join your email list, you create a direct line of communication. On average, YouTube subscribers tend to stay on an email list longer than subscribers attained other ways) and are more likely to become clients sooner. This probably has something to do with seeing the person (as opposed to just reading their words) and feeling like you know them. Speaking of… Establishes Know, Like, and Trust YouTube is a powerful tool for building the 'Know, Like, and Trust' factor. Through your videos, viewers get to know your business, like your brand personality, and trust your expertise. This emotional connection is invaluable when it comes to converting leads into customers. Even though we love our electronics, we still are social creatures. We want to see who we’re doing business with and get to know them. YouTube can help you build that human connection. Finally, YouTube is not just a platform for cat videos and celeb interviews (although those are fun); it's also a potent tool for small businesses to connect with their audience, build trust, and increase revenue. By embracing YouTube, you can position yourself as an approachable industry leader, providing valuable content that resonates with your target audience. So, get over not liking the way you look on camera and start creating and sharing. Make YouTube a cornerstone of your business's digital marketing strategy and Google might just love you for it.

Recently an SEO expert who swore that search engines are biased against AI-written websites (websites that have not one word written by a human). He said AI-written websites are something search engines are discounting for (marking you down) because of the possibility of the sites being fake or holder sites. I can’t speak to the truth behind this but if you do still want to write some of your own copy, here are three copywriting tips you can implement today that AI isn’t using. 3 Copywriting Tips AI Isn’t Using AI is masterful at sentence construction and grammar, but can it convince your audience to buy from you? Not like these three copywriting tactics can. 1. Think about how your audience speaks When writing copy, you want to match your language use to how your target audience speaks and how they would search for you. For instance, are there slang references for your business or product that they would use? Incorporate that in your headings and blog posts. When reading (or skimming) the content of your site, you want them to think—they are just like me. 2. Use a conversational tone Building on the suggestion above, think about writing the way your audience would speak about your product or service. For instance, instead of writing We have many delicious options in our bakery including cookies, cakes, and pies. That’s a lot of words that don’t do anything. People just want to know what you have at your bakery. So, make it punchy and don’t think about your elementary school teacher reading it. Cakes, cookies, and pies worth blowing your diet over. This works because it places what your audience may be wondering—what do they sell?—at the beginning and ends with an endorsement. Advanced Copywriting Technique: read aloud the three baked goods mentioned in that sentence. Now mix up the order. See how the alliteration of the two c sounds (cakes and cookies) flows better than cakes, pies, and cookies? Also, the one, two, one syllable rhythm offers a nice variation. Rhythm is important because it allows a reader (since most of us hear the words in our head as we read them) to move effortlessly across the text. When that flow is missing, it’s like hitting a road bump. It slows the reader down and they lose interest, if only subconsciously. 3. Address what’s in it for them If you do nothing else on your website, follow this one tip. Write from the point of what’s in it for your target audience—as they would perceive it, not what you think is the reason they should care. What do you read in your reviews? What do customers tell you? When someone raves about you, what are they saying? Use that language to derive what they see as the benefit to what you’re selling. Get creative. Don’t just write what you do. That’s not the true benefit. Instead, ask how does what you do make them feel better? If you clean carpets, for instance, and your company has a sense of humor that your audience enjoys, you might write: Carpets so clean your mother-in-law will have to find something else to complain about It’s memorable, it’s identifiable, and it will resonate with your target market when they think, yeah, I’m tired of her judging me. I’m going to call this company. I need this. AI is amazing for gathering your thoughts, outlining, and writing simple pieces. It’s also a great place to start for blogs and website content. However, AI is not yet capable of understanding the subtle nuances and creative approaches that will get your audience talking about you. Until the machines take over, business needs good copywriting, and these tips will help get you there.