A Writer's Life For Me

Get found online

2012-01-25T18:24:00.000-08:00

Creating Optimized Web Content for Search Engines

By Rebecca Wicks

Last week I had a conversation with a client about the ongoing need for new content on their Website. Before you think, she’s a writer, of course she’s going to say that, here me out.

Fact 1: Studies show 85 percent of all initial Website visits originate from search engines.

Fact 2: People tend to trust and prefer the organic or unpaid list that appears on a search engine result as opposed to the list of relevant advertisers that appear (normally to the right of the screen).

Problem: How do you appear and stay high on that merited “organic” search engine list?

Answer: Current relevant content.

The magic equation each search engine uses to determine the rank order Websites appear in is continually tweaked by the search engine companies. But one thing is for certain; the number of relevant key words and key word phrases plays a central role in all of them.

For example, if you enter the key word phrase “Purple boat rentals in San Francisco” a search engine will go through and find Websites with those exact words. The more the site has those key word phrases the higher it will be ranked – extra points for being in the exact same order.

SEO or Search Engine Optimization

The process of figuring out the best key word phrases to include in your Website and integrating them in it is called SEO or search engine optimization. Also, the more current the content the better. Search engines don’t want to send you to content that was put up 10 years ago as the probability of it being irrelevant is more likely – the company may have gone out of business, or the business may have changed.

Who does SEO or Search Engine Optimization Matter For?

If you’re Intel, you don’t really have a problem with getting found on the Internet. Search engine optimization is a marketing tactic most relevant for small to medium-sized businesses who are looking to come up high on Google, Yahoo or Bing searches.

random reading update

2011-09-05T21:51:00.000-07:00

Just finished a couple of very different books with one thing in common: humor.

Bossypants by Tina Fey was a book club choice of a group I sometimes frequent. As expected it was funny but what I really enjoyed was the surprising feminist bent the book had.

Fey highlights many an oxymoron that exist regarding men and women when it comes to comedy. She also exposes some blatant sexism in the industry as it pertains to sometimes prevailing producer and director opinions, e.g., two women by themselves in a skit can't possibly be funny enough.

The second book I completed this week was Huckleberry Finn by Mark Twain.

I hadn't read the book since high school or somewhere thereabouts.

I have to say, it was entertaining, but a number of elements of the book did bother me starting with the fact that the "N" word is used on just about every page. I understand book was written a long time ago, but still flinch a little when I hear or read the word.

As I said, the book is wildly entertaining, but the last handful of chapters started to irk me as these two boys (Huck and Tom) are literally making a game out of a grown man -- Jim's -- freedom. Working to make his escape as ostentatious as it can be for the pure fun of it.

I suppose the beauty of the book is the journey itself including the ongoing parade of characters met and lost along the river's shores.

fair faces

2011-08-04T14:42:00.000-07:00

I was asked to do short "faces of the fair" piece. I met six great (and funny kids) today. It was refreshing after a handful of more serious pieces I've written lately.

Tyler, 16

Favorite thing at the fair: hanging out with friends

Favorite fair food: pizza

Favorite ride: doesn't go on them

Allison, 7

Favorite thing at the fair: the animals, all of them

Favorite fair food: dibs

Favorite ride: Yo-Yo swing ride

Kyle, 14

Favorite thing at the fair: pigs (especially his pig "Pedro")

Favorite fair food: spiral fries

Favorite ride: Mega Drop

Brooke, 3

Favorite thing at the fair: goats, "because they have beautiful fur"

Favorite fair food: donuts

Favorite ride: Dora swing ride

Lily, 9

Favorite thing at the fair: youth pavilion exhibit

Favorite fair food: ice cream

Favorite ride: ferris wheel

Steven, 10

Favorite thing at the fair: "everything"

Favorite fair food: candy

Favorite ride: Monkey Maze

changing lines

2011-08-02T10:50:00.000-07:00

The fight over where congressional lines are drawn is not a new one, but always a battleground where politicians and special interest groups jockey for position.

Every local area has its own set of issues. Here is a snapshot of ours.

-----------------------

Proposed congressional redistricting lines keep Ventura split; Change means 24^th District may be up for Democrats to grab

By Rebecca Wicks

Ventura Breeze

July 27, 2011

With another controversial proposed redistricting map presented, one thing seems sure to remain the same: Ventura will stay divided – between two congressional districts, that is. Heated debate has swirled around this year’s redistricting project which has proven to be a very involved and at times confusing process.

Currently, the majority of Venturans living along the coast and southwest of Main Street belong to District 23, which encompasses much of the greater coastal area through Santa Barbara just past Cambria. The congressional district is represented by Democrat Lois Capps. The rest of Ventura belongs to the 24^th District which includes most of Ventura County sans Oxnard.

The newly proposed districts would place more of Ventura into the 24^th District. The only remaining areas staying in Capps 23^rd District would be the Pierpont neighborhood north of Peninsula Street and most addresses southwest of Main Street but north of S. Evergreen Drive. The rest of Ventura from the Avenue through east Ventura would remain in or move to the 24^th Congressional District.

Mayor Bill Fulton who was hoping to see all of the city of Ventura unified within one congressional district was disappointed in the most recent iteration of the lines.

“I understand when you get to the nitty gritty you have to draw the line somewhere, but I don’t like the fact that even a small part of our city is broken up” said Fulton. “The truth of the matter is for things like receiving state and federal resources, it will be better for Ventura if all boundaries – congressional, state assembly and state senate – line up together along city lines.”

City Manager Rick Cole has a different view on the matter believing being separated into two congressional districts means little for Venturans.

“The city nor the city council operates on a partisan basis,” said Cole. “Both [congressional representatives] pay attention to us – in some cases it may even be better to have two representatives pay attention to us.”

Perhaps the biggest headline for those Venturans who will belong to the 24^th District is that their district will now be made up of a majority of Democrats. The 24^th District is currently represented by 13-term Republican Elton Gallegly. The district is currently 41 percent Republicans and 35 percent Democrats. With the proposed changes – which leave Simi Valley out of the district – the numbers are exactly opposite: 41 percent Democrats and 35 percent Republicans.

This possible change has a number of people speculating that 24^th District Congressional seat may be up for a Democrat to grab in the next election.

A handful of Democrats have been noted to have expressed interest in making a run for the seat that has remained firmly in Republican hands since 1993. Those who may be exploring the possibility of running in the upcoming election include former Ventura Mayor Richard Francis, Moorpark City Councilman David Pollock, Oxnard Harbor District Commissioner Mary Anne Rooney, Supervisor Steve Bennett of Ventura and Thousand Oaks businessman Tim Allison.

Gallegly has not publicly stated if he will run again however, continues to collect donations for his campaign account where he has amassed more than $800,000. Capps has stated she will run for reelection regardless of how redistricting lines fall.

Final redistricting lines are scheduled to be approved and adopted on July 28. This will leave new candidates approximately 10 months to gather enough steam – and cash – to attempt to topple Gallegly if he chooses to run again.

Cole who is following the process with interest is optimistic about what a change might mean for the city of Ventura.

“When one [political group] is dominate, local government can get taken for granted,” said Cole. “Competitive districts are good for local government at least at the assembly and state level.”

flashback

2011-05-26T10:31:00.001-07:00

A piece I wrote awhile back just got picked up by Southern California Parenting Magazine.

Caught Mid-Stride in Life

By Rebecca Wicks

I am a child of the 70s. I wasn’t allowed to have a Barbie and was told repeatedly I could have any career I wanted. Later in the 80s I was surrounded by entertainment media that showed me how women could and should be in the work force. Sitcoms – The Cosby Show, Family Ties, etc. – featured mothers who had successful careers. My junior high school project which propelled me to state-level competition centered on women’s suffrage. I was a 14-year old acting out the likes of Susan B. Anthony and Betty Friedan. I was seemingly programmed from day-one to be a ball-busting, no-nonsense, all-out woman-in-charge.

I went to college. I went to grad school. By 27 I held a senior position at a global marketing firm where I had at times dozens of people reporting to me in multiple countries dealing with CEOs of companies like Starbucks, Jacuzzi, Visa and Amazon.com. Working with Europe and the east coast meant getting up early. Conference calls with Asia meant working late. Five minutes did not pass during waking hours without glancing at my Blackberry.

I was just finishing a whirlwind trip that took me to Dallas, New York, Orlando the Caribbean, back to Orlando and then to Portland all within two and a half weeks when I caught myself mid-stride in life. I was exhausted – and I wasn’t even 30. And, the kicker was: I wasn’t happy. I had achieved financial success. I had married a great guy. But I was tired and stressed and didn’t have a lot to show for it.

Flash forward 8 years.

I’m a stay-at-home mom – and, I love it. I work as a writer when I have time. I do news and feature pieces. I occasionally take on some corporate advertising copywriting and other projects.

What I truly enjoy is writing about is my family. I blog about my kids and our little adventures. I love dreaming up outings and other activities. Don’t get me wrong, I’m still a strong-willed person who cherishes efficiency and organization. I’m still lost in a Michael’s craft store and have no idea how to operate a glue gun.

I’ve just found a place – even if it’s just for now – where I feel more needed then I have ever felt, a place where I get a sense of fulfillment that I’ve never had before.

What happened? I sometimes wonder: Was I not cut out for a high-powered executive lifestyle? Was I pushed into thinking corporate-dominance equated to success and subsequently happiness? Was I supposed to be “in the home” all along?

Maybe someday I’ll return to the world of conference calls and Blackberries --or whatever technology rules the day.

For now nothing makes me happier then when I snuggle up with my four-year old and she responds with, “goody, goody, goody.”

Rebecca Wicks is a professional writer and stay-at-home mom. She writes on business and technology, home and garden and family and parenting issues. She is a regular reporter for the Ventura Breeze newspaper and has appeared in a number of magazines, eHow.com, Doityourself.com and other online sites. She blogs at writerslifeforme.blogspot.com.

squeaky wheels

2011-04-04T19:18:00.000-07:00

I wrote an article for eHow awhile back and this week, I put my tips into motion.

I thought I'd share my debacle because I believe there are some take-aways that can be helpful for traveling families.

Here is the complaint letter to Disney that pretty much sums up my issue:

Dear Disney Customer Service,

My children were fortunate to receive $1000 in Disney gift cards for a Disneyland vacation.

When I called to book a hotel reservation I spent more than 30 minutes with the reservationist going through tedious details regarding my children’s ages and descriptions of multiple rooms and extra services available (mostly through the agent trying to up-sell me).

When it came time to book the reservation I was told I needed to put a deposit of $420 on my credit card, and that I could not in fact use the gift cards. I was told the only way to secure the hotel room was to use a credit card. Further, I was told this amount would remain on my credit card and that they would not be willing to take this deposit off my credit card when I arrived at the hotel with my gift cards.

The Disney reservationist referred to two sales supervisors during our call, but did not let me speak to them or anyone else. When I asked if there was a corporate number or department I could further my discussion with I was told there was none.

I understand that as a hotel business you take a credit card number in order to protect yourself. What I don’t understand is your company’s lack of willingness to refund the money back to the credit card and apply it toward the gift card as you will be reaping the same amount of money in the end.

While $420 may seem like a small amount, for a family of four living month-to-month off one income, it is in fact a significant amount of money.

To me it seems ridiculous that we need to spend $420 out of our own pocket in order to use $1000 in gift cards at Disneyland.

I would appreciate any help you can offer in this matter.

Sincerely,

Rebecca Wicks

cc: Mike Hyland, Disneyland Director, Public Relations

Thomas O. Staggs, Walt Disney Company Chairman of Parks and Resorts

Catharine Hamm, Los Angeles Times Travel Editor

Christopher Elliott, Travel columnist

I received immediate responses -- as in same day (on Sunday nonetheless) -- from the two journalists I cc:'d on the letter. Ms. Hamm offered to contact Disney execs on my behalf for a column she writes. Mr. Elliott asked that I let him know how Disney responded.

The following business day I received a call from Anthony who said he headed the customer service department. He referenced the email I had sent "Tom," and stated that his call was to work with me to rectify the situation.

He said that in special instances like these they like to examine and help customers on a case-by-case basis. Upon his review he could in fact guarantee my reservations without a credit card and I could use my gift cards upon arrival at the hotel. He explained they normally don't do that, but he was "happy to get everything squared away." He also gave me a complimentary upgrade to a "preferred standard" room.

Anthony then proceeded to thank me for taking the time to write the letter saying it gave them an "opportunity to turn this experience around."

I was of course, satisfied with the outcome however, the bottom line is I had to go to the extent of writing a letter and cc: the likes journalists and a Disney executive to be noticed. Their policy remains the same, and unless you are prepared to take the next step of complaining -- buyer beware, a non-refundable deposit will be taken!

Long post - but the moral of the story is:

1) Don't be afraid to make a well-composed rational complaint to a company

2) It might help to cc: some "heavy weights" -- e.g., journalists, executives of the company, public relations staff of the company

where have you been all my life: free audio books

2011-03-11T12:45:00.000-08:00

When it comes to reading I tend to idol back and forth between Austen-era novels and early 20th century American literature.

And, with wonderful sites like Librivox and Project Gutenberg I've been able to double and sometimes triple my consumption of literature lately -- the vast majority of the time working out.

It's perfect, literature free from copyright is generally very old -- and, well I like old stuff...serendipity.

I've been downloading a lot of short stories as I find they are perfect for long runs. The plot develops quickly keeping your interest during that dire and sometimes very painful first mile. Then you are hooked and you have to continue to run in order to hear the end of story!

(You might say -- why not just stop and listen to the story. Understand, I have two small children and once you stop running, you become fair game for a never-ending line of questions and other needs, e.g., tissue, snack, water, a dropped book, etc. You would think that alone would be motivation enough to keep running.)

I just finished listening to a short story by F. Scott Fitzgerald called Bernice Bobs Her Hair. It takes place as almost all Fitzgerald pieces do, during the roaring 20's. It's the story of Bernice who comes to visit with her cousin Marjorie. Bernice is considered a bore by her cousin as well as all the other younger members of society who fill their nights with parties and dancing.

Marjorie is not the friendliest host and essentially talks trash about Bernice which Bernice overhears. Bernice confronts her and Marjorie does not back down. In the end Bernice takes her cousin's fashion and socializing advice and becomes almost immediately popular. The opening line which Marjorie gives her to catch boys attention is more of less, "I'm thinking about bobbing my hair, what do you think?"

Bernice wins all the boys over, including Warren who has always dotted on Marjorie. This sets Marjorie on a warpath. She presses Bernice publicly stating she doesn't think Bernice ever intended to bob her hair, basically saying she is all talk.

I won't ruin the end in case you want to read/listen to it. I really like Fitzgerald's shrewdness when it comes to taking apart "proper" society. Like he shows in The Great Gatsby, he understands how social circles seem to work -- and dysfunction.

beware of shady Italians

2011-02-16T11:03:00.000-08:00

Received this email in my inbox.

We wish to inform you about your $12M U.S D, which one Mrs. Jennet Wright from
Arizona came to claim on your behalf.
Please get back to us and let us know if
you are the right person who sent her to come and represent you and bear in
mind that payment will be release to her through transfered . Reconfirm your
Detials to enable us to cross check with the information, which she told us
that you gave her with the signature.

THANKS,
Dr Greg New MAN

drgregnewman0351@virgilio.it

Where to start.

1) First of all... YIPPEE!!! Do you think they'll transfer that via Paypal?

2) Seriously, this Italian scammer might start by googling some actual English language names. I mean really, how many Jennets do you know? And, Dr. Greg New MAN -- ha! -- there are so many jokes circling in my head I don't know where to begin.

3) This is exactly how the spacing appeared in the email.

4) They can't find one Italian student taking English to proof this for them?

5) What is most sad is someone must be respond to these, otherwise emails like this wouldn't even circulate anymore, right?

6) Maybe there is a Dr. New MAN out there, and I'm missing out on $12 million. The suspense is killing me...so tempted to respond.

like a snail

2010-12-16T15:45:00.000-08:00

While everyone is awfully merry this time of the year, business is about as slow as it gets for a freelance writer. That compounded with a "rebounding" economy (notice the hopeful wording) has made for a really slow year.

My usual end-of-the year blip of business around October/November when folks are trying to use up what's left of their annual budget was pretty small this year.

By now everyone has pretty much wrapped things up until January.

My Christmas wish: For Barack to turn the economy around by the time my littlest one goes to Kindergarten plumping marketing and publishing budgets enough for freelance writers like me to get some substantial work.

A girl can wish, right?

The hillsides were alive with the sound of music

2010-10-13T19:07:00.000-07:00

By Rebecca Wicks

Oct. 6, 2010

Ventura Breeze

I have to admit, my husband and I became members of the Ventura Hillsides Conservancy in 2007 for the not-so-noble cause of purchasing tickets to see Jack Johnson at their annual concert. We are big Jack Johnson fans (no joke: my two-year old can sing the chorus from the song “Breakdown”) and, apparently we are not alone, the concert sold out that year. While we had not been back to another concert, we have remained members.

While the group organizes a multitude of activities and events throughout the year it has a singular cause – to acquire land in order to preserve the hillsides, canyons and open space that contribute to the character and natural environment of Ventura.

With this mission at their forefront, the group also coordinates regular beach and river basin clean ups as well as a number of educational outreach events.

While the group has been in existence since April 2003 they acquired their first parcel of land in December 2007. The group stewards a total of three parcels of land today.

Despite all this, the group is probably best known for one of the largest events in the area – the annual Ventura Hillsides Music Festival. Thanks to this group and its efforts, Ventura has played host to a number of well-known music names the from the likes of Jack Johnson and Los Lobos to Jackson Browne and The Neville Brothers. This year was no different with headliner and 12-time Grammy winner Emmy Lou Harris the famed American singer-songwriter followed by Colbie Caillat, the Gin Blossoms and WPA.

If you haven’t been to a Hillsides event, let me tell you, it’s not your average concert. Two parts music, one part festival and one part education, the event is beyond mellow and mostly family-appropriate. So, armed with sippy cups and kettle corn from the farmer’s market, the family and I headed to Ventura College to catch the shuttle to the eighth annual concert.

We arrived in time to see the last half of WPA’s set. An amalgamation of bands including members of Toad the Wet Sprocket, Nickel Creek and Tom Petty and the Heartbreakers to name a few, the band sounded a little more blue grass than the early 90s rock and roll roots many in the group came from. Upbeat and fun, I always love the sound of Glen Phillips voice and the addition of the fiddles made their sound unique.

We spent the better part of the Gin Blossoms set in the kids area located in a shielded area almost behind the stage meaning we mostly listened to without seeing the band. Going into the concert my husband didn’t think he knew any Gin Blossoms songs beyond the well known hit “Jealousy.” At least four times – while helping my daughter color – he proclaimed, “Hey I know this song,” which tells you how big some of their hits were seeing he was a hip-hop listener back in his high school and college days. Jesse Valenzuela’s voice sounded strong and the band crisp reminding me that they were one of the better live performing bands amongst their peer set in the 90s.

Next up was Colbie Caillat, a local Newbury Park girl who has found recent fame with songs like “Bubbly” and “Realize.” Younger girls streamed down to the dance area to get a glimpse of the fresh-faced girl with a guitar singing mostly about love. She talked about the origins of some of her songs and seemed genuinely happy to be performing that day.

Last up was Emmylou Harris who I have to admit I knew little about prior to the announcement of her headlining the concert. She more than pleased the crowd with her melodic voice which has been sought after by greats such as Linda Ronstadt, Elvis Costello and Dolly Parton to name a few.

In the end more than 2,500 attended the event according to Stephen Svete a trustee for the Ventura Hillsides Conservancy.

“It went fantastic,” said Svete. “We were competing with a lot of events that weekend and we were still able to fill the hall.”

Svete gave much of the credit to the event’s success to the many volunteers who dedicate countless hours to the organization and the annual concert. He pointed out the event is headed up by volunteer Lynn Bartosh whom he called “phenomenal.”

Bartosh, who has no background in planning events, has learned as the event has grown how to put on one of the biggest events in Ventura.

“We owe a huge debt of gratitude to Lynn,” said Svete. “In the end our organization doesn’t work without volunteers – and we have great ones.”

2010-08-08T18:04:00.000-07:00

From the land of fried and frozen food

By Rebecca Wicks

Ventura Breeze, Aug. 11, 2010

My four-year old went to the fair for the first time two years ago. She has been a ride junkie ever since. Last summer she proclaimed she was going to get married at the fair. This year, armed with our pre-purchased ride tickets we headed out to the fair on opening day – because that is what serious fair goers like ourselves do.

We met some friends because while rides are fun, rides with other giggling four-year old girls are just that much more exciting. The girls rode cars, airplanes, helicopters, boats, swings…you get the idea. We snacked on cotton candy and ice cream. We saw animals. We perused exhibits. All in all, the fair did not disappoint.

Here are some of the highlights – in order – according my four-year old.

The caterpillar ride was good, but not as fast and missing what she thought should have been a bigger drop than she would have liked.
She was ecstatic to learn she was 42 inches (measured officially by the auspicious carnie manning the carousel) clearing her for solo non-adult accompanied missions on rides.
She won a panda bear playing a water gun game which she promptly named Pandy.
Getting ice cream with mommy. How much did I love that I made the list?
The four-day old baby pigs. “Mama, were they born for the fair?”

Now, from a mommy’s perspective here are some highlights and observations.

Fair food is a beast of its own. With no place on the U.S.D.A.’s food pyramid, virtually everything at the fair is fried, frozen, yellow or contains more than your daily allowance of sugar. You know it’s bad when the fair Website actually recommends you bring antacids. By the way, fried Twinkies are so yesterday. Go for chocolate dipped bacon instead.
All fair rides are designed to make you dizzy and nauseous. They all spin. Some spin in a straightforward manner, for example the carousel, while others are more like poorly weighted tops spinning awkwardly from one side to the other.
Carnies are as aggressive as ever. My favorite was the gal trying to convince me that giving my four-year darts to throw wasn’t going to end poorly.
If you love rabbits, pigs or cows the fair is the place to go. In their respective areas for example you will see rabbit after rabbit after rabbit in numbers upwards of 100.
No one was happier than me when the carnie measured my daughter at 42 inches. That spinning dragon ride looked like bad news to me.

Lastly, here are some tips for a speedier, thriftier trip to the fair with young children.

Get there early. This seems like common sense, but there are nearly no lines for rides from 11 a.m. to noon.
Don’t park in the fairgrounds parking lot. Not only will you save yourself $10, but the line to get into the parking lot generally stretches down Harbor to C Street and beyond. If you get there early exit Sanjon Rd. head for downtown and look for street parking near Figueroa, Santa Clara and Juniper Streets. Or, avoid the crowds and park at any of the fairground shuttle sites.
Consider going on Aug. 12 when a ride wristband costs only $25. With smaller rides averaging $2.50 each, if you go on more than 10 rides (which a four-year old can do in less than an hour) you’ll easily make your money back.
Pack a lunch and beverages. Save your money for treats and rides.
If your kids are old enough, enjoy the fair during the day, get your hand stamped and come back in the evening for fireworks at 10 p.m.

dan schorr

2010-07-23T20:34:00.000-07:00

The news industry lost a great today. Perhaps not as well known as Cronkite or Rathers, but in many ways just as if not more important.

Schorr found his final home with NPR where I always looked forward to his commentary on current events and figures.

(photo via NPR)

the industry nicknamed it "Mel" cute, right?

2010-06-18T16:07:00.000-07:00

The Department of Pesticide Regulation (DPR) has proposed to register methyl iodide -- a chemical used mostly in strawberry crops. Virtually all scientists believe the chemical to be in a word: deadly. Laboratory animals exposed to methyl iodide have developed cancer, neurological damage and birth defects.

The State Senate Food and Agriculture Committee is "looking into" the DPR's proposal. Once the approval is given, it is not subject to appeal. The company manufacturing the chemical expects their product to be approved and used on California strawberry crops next April.

The director of DPR has admitted the "material is highly toxic and we need to respect it."

Most farmers currently use methyl bromide, which is destined to be banned by federal regulators by 2015.

There may or may not be a way to stop the "okaying" of this chemical.

Drop an email to your state representatives, senators or to the Governor.

Check here to see who your state representatives are.

Click here to send the Governor an email.

Here is some proposed language to use in your email via Pesticide Action Network (PAN). Don't forget to include your full name and address at the end of the email.

I am emailing you to ask [Assemblymember/ Senator X] to ensure that methyl iodide is not registered for agricultural use in California. .

As a resident of California who lives among agricultural fields, I am extremely concerned about the health and environmental effects of this toxic chemical and believe it is the responsibility of the Senate and DPR to protect me and my family from such poisonous substances. Although I support the decision to phase out methyl bromide, I don’t think replacing one dangerous chemical with another upholds this responsibility in any way, especially when alternatives exist. From farms like Swanton Berry to strawberry giants like Driscoll, farmers know how to grow strawberries and other fruits and vegetables without toxic fumigants.

I am so concerned about methyl iodide because:

» Methyl Iodide is a known carcinogen, a thyroid disrupter, a neurotoxin and may cause miscarriages.

» It is used in laboratories to create cancer cells for scientific research.

» Methyl Iodide will contaminate our groundwater.

Big words, jargon, not just my pet peeve

2010-06-08T15:50:00.000-07:00

I was listening to a BP executive talking on the radio about how BP is committed to mitigating the situation in the Gulf and it reminded me of a cardinal rule I used to teach when media training: Use simple layman terms.

As some would say – speak English!

I’m sure this executive is a highly educated individual. And, perhaps in places such as a boardroom or shareholder meeting the use of big words work to impress his audience and maybe even garner him respect, placing him in a superior position in the room.

But, when you’re talking to America – big words make people feel like they are being talked down to.

It reminds Americans that rich, highly-educated people tend to run their lives. Most people don’t run around “mitigating” problems. If you ask a harried mom with multiple kids she “does everything in her power to stop the problem.” If you ask a foreman on a manufacturing line he simply put, “fixes it.”

Straight honest talk is the best way to speak to people – in a crisis situation and not.

Both big words and jargon in the end come off as patronizing.

I spent a fair number of years working in technology (second only the legal industry when it comes to big words and jargon offenders) sifting through terms like core competency, robust solution, platforms, and enterprises. Most of the time what I was writing was meant to be consumed by insiders in the industry like trade media or middle-men who sold to consumer outlets. The terms got used so much they fooled people into thinking they were real words, and meant – well, something real.

In the real world, those types of terms mean very little if anything at all, and generally leave a bad taste in most listener mouths.

So remember spokespeople stay away from big and lots of words as well as jargon.

Keep it simple.

corporate madness

2010-04-21T19:14:00.000-07:00

I've lived in a handful of cities in my life, but traveled quite a bit and I've never come across a series of events quite like these.

I think they are fun and in good-spirit which is nice to see. I'm glad this event has seemed to survive so far in our less-than-stellar economy. Hope I just didn't jinx them.

-------------------------------------------

No stuffiness about these Corporate Games

By Rebecca Wicks

Apr. 21, 2010

Ventura Breeze

This year, more than 66 companies are facing off at the 21^st annual Corporate Games. Put on by the City of Ventura, events range from the traditional softball and 5K run to those sports less covered by ESPN including dominos, Texas Hold’em and Frisbee golf.

According to city event planners the six-week competition which ends May 15 is designed for companies to get outside and to get to know each other.

This year’s games include 29 different sports. Rowing is this year’s demonstration event.

“We had 16 companies compete [in rowing] this year with four other companies on a waiting list,” said Chip Tarleton a supervisor for the City of Ventura. “It will probably be a full event next year.”

Scott Powers, a four-year veteran of the Games will be competing in tennis, badminton and table tennis.

“The games are very well organized by the City and allow for a respectable level of competition without going overboard,” said Powers a budget analyst for the County of Ventura. “The atmosphere created allows for people to partake in a sport that may not be in one’s comfort zone but seems fun and entertaining to try.”

Powers who considers himself a novice at tennis will, in his first match, play one of the finalists who competed in the gold medal match last year.

“I am completely overmatched,” said Powers who was able to keep a sense of humor about the impending match. “The game starts at 8 a.m. and I plan on being home for breakfast that morning.”

The Games opening event reception took place earlier this month at the Spanish Hills Country Club in Camarillo where a mix of sponsors, city officials and some participants mingled.

While sports like basketball, soccer and surfing are all part of the Games, the most popular games may better reflect the prevailing attitude of having fun. According to Tarleton, the most popular sport this year is bowling with 75 teams entered followed by miniature golf where 59 teams are registered. The next three most popular sports: board games including spades, dominos and Texas Hold’em; billiards and finally bocce ball which was last year’s demonstration sport.

Competition is divided into divisions based on the size of each company. After the first week of competition in the Division A category Naval Base Ventura County was in the lead with the County of Ventura in second and Amgen in third. In Division B Nusil Technology edged out Patagonia for the number one spot by one point, with Proctor & Gamble in third.

In Division C Northrop Grumman stood in first place with Dairy Farmers of America and Dako following. In Division D Limoneria was in the lead with Crescendo Interactive in second and Calavo Growers in third.

Tammy Butterworth, a management assistant for the watershed protection district has been competing in volleyball since 2002. She says meeting new people and the memories are both great aspects about the Games.

“My best memory is when our women’s beach volleyball team won first place against the Navy one year,” said Butterworth. “It was a great feeling.”

On Apr. 17 participants joined an Earth day beach cleanup event which also honored Jacob Dole Prosbasco, a former city of Ventura employee who competed in the games and passed away in 2008.

The Games conclude on May 15 with closing ceremonies events at San Buenaventura State Beach. Events for the day include the mandatory tug-of-war contest, live music, a sandcastle contest and award ceremonies.

Ventura Music Festival

2010-04-05T14:51:00.000-07:00

Family accessible live music seems to be more and more difficult to find in smaller towns. There is one concert that happens every year as part of the Ventura Music Festival that takes place on the local college's baseball field. I really like that it's something that children of all ages can go to.

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Musicians Bring Classics from Vienna to Ventura

By Rebecca Wicks

Mar. 24, 2010; Ventura Breeze

Vienna may seemingly sit in the shadow of bigger European cities like Paris, London and Rome but when it comes to classical music it holds its rightful place near – if not at – the top. This year the Ventura Music Festival will celebrate music from the humble city of Vienna featuring famous composers such as Mozart, Beethoven, Schubert, Brahms and Strauss.

Cheryl Heitmann, executive director for the festival calls the season’s lineup “incredible and amazing.”

“No one would be disappointed with any concert they chose,” insists Heitmann.

Heitmann believes music is a gift to any community calling it something “good for the soul, especially in these stressful times.”

The festival begins on April 29 with the annual Tea and Trumpets event where music goers are treated to a traditional English tea while being entertained by Festival Brass. The festival continues through May 8 with a concert by pianist Yeol Eum Son.

Two major highlights will include the Grammy-decorated Herbie Hancock who will perform on Ventura College’s athletic field and world-renown violinist Itzhak Perlman.

“Herbie Hancock is simply a legend,” said Heitmann. “The concert at the college is one of the most popular we have each year.”

Heitmann describes the outdoor concert event as family-friendly where even small children can attend.

Perlman, who will perform at the Oxnard Performing Arts Center, the only concert taking place outside Ventura has stirred excitement in the classical community in Ventura.

“He’s hands-down the best violinist alive right now,” said Tiffany Cho, an amateur violinist in Ventura.

“He’s just who he is – the world’s leading violinist,” said Heitmann who notes the venue makes the performance even more special. “You’ll be able to see and hear him well which is sometimes difficult at his often large concerts.”

For one member of the Escher String Quartet it will be a homecoming of sorts. Originally from Thousand Oaks, cellist Andrew Janss is more than excited about the Viennese-themed event.

“When it comes to a Viennese program, your mind goes straight to Schubert,” said Janss whose group will also be playing pieces by Beethoven and Mozart on May 7 at the Community Presbyterian Church in Ventura

The group is named for M.C. Escher the mathematically inspired artist famous for works such as graphically interlocking birds and hands.

“Escher believed art is a series of interconnected pieces,” said Janss. “It’s basically how a string quartet works, separate voices are not interesting, but together the interaction makes it interesting.”

The group, which came together at the Manhattan School of Music has been playing together for five years and has toured around the country and the world.

Janss and the Escher Group will likely draw a large crowd in Ventura with many members and followers of the New West Symphony, the Thousand Oaks-based group Janss started with in attendance.

“The Escher Group has a wonderful career,” said Heitmann. “We are more than excited to have them.”

Heitmann who has been the executive director of the Ventura Music Festival for four years expresses as much excitement if not more when talking about the group’s youth outreach programs.

“These days, there are so many budgets being cut especially arts programs,” said Heitmann. “Anything we can do to increase music’s presence we see as a win.”

The group’s programs reach elementary through high school students and include general exposure to instruments all the way through sponsored competitions.

Other groups performing at this year’s festival include Grammy-award winning guitarist Sharon Isbin, the Celefax Reed Quintet from the Netherlands and the Rising Stars who will perform with the Thousand Oaks Philharmonic.

art dreams

2010-03-22T09:52:00.000-07:00

I love that Spring seems to usher in traveling art exhibits in Southern California. I've done a pretty good circuit over the past month or so -- saw the Renoir sketches at the Getty -- also saw this and this.

I really enjoy (nerdy writer alert) reading the short texts that go along with each exhibit. They are so compact, yet relay so much. It got me thinking, what a very specific copywriting skill to have.

I would love that job. While I'm by no means an expert in art, I think it would be beyond interesting to listen to experts wax on about a painting and an artist and then take all that information and pack it into two or three really great sentences.

One my favorite Renoirs is pictured above right. I always thought this was such a sweet picture of a mother and child. When at LACMA I learned that it was his nanny and his boy. Renoir also painted her in the nude all. the. time. I know, it's art and he found inspiration where he found it. But still, I'm a wife after all.

Gabrielle (the nanny) is more than prominent in so many of his paintings. She's the one in the beautifully renown painting which graces the banners currently hanging in the streets of Los Angeles.

Do you think his wife rolled in her grave a little when they placed that painting on the cover of the Website and brochure, and then on the banners?

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side note: my article "Caught Mid-Stride in Life" appeared in the magazine Mommies Magazine if you want to check it out.

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poetry out loud

2010-02-17T15:50:00.000-08:00

I feel as if the amount of literature and poetry knowledge the average American has these days is pretty slim. I'm no expert by any means, but I can spot a basic Twain, Shakespeare, Poe or Fitzgerald reference.

I used to live in an area called Poet's corner in the Bay Area. All the streets in the area were named for such famous folks as Byron, Chaucer, Longfellow, etc. After I explained this to people, I would still regularly have people say, "oh so Hawthorne was a poet then?"

Because of this, I feel like programs like Poetry Out Loud are great for school kids. I love seeing that at least some students will truly internalizing some of the many great works out there.

2010-02-02T16:31:00.000-08:00

Who knew Ventura had a Fashion Week?

Here is an article I wrote for a local newspaper.

Venturans to strike a pose

By Rebecca Wicks

Jan. 27, 2010

Ventura Breeze

While some will flock to New York this February for world-renown Fashion Week, Ventura fashionistas can get a taste of high-style here in town at the fourth annual Fashion Week Ventura.

Starting on Jan. 29 with a sneak peak performance the week will culminate with a fashion show held at the Ventura Elks Lodge on Ash Street.

The show will feature local clothing designers, entertainment, models, stylists and makeup artists. Proceeds from the event will benefit AIDS Project Ventura County (APVC).

The event’s founder Erika Harding, owner of Architexture Salon in Ventura chose the charity after losing her brother to AIDS.

“It’s an especially important time now since so much funding has been cut for AIDS resources,” said Harding. “The money goes locally to help people here.”

Last year the event’s theme “Green peace” produced one-of-a-kind pieces such as dresses made from shower curtains and elaborate floral head pieces.

This year the theme is Angels and Saints/The Seven Deadly Sins. It promises dramatic fashion to fit its theme’s powerful subject matter.

According to Harding, those in attendance can expect flowing clothing and clean and soft makeup for the angels and a bit of a harder look for the saints.

“Expect a lot of white and green,” described Harding. “And, for the saints, a little more medieval – think Joan of Arc.”

The sins will provide a stark contrast to the angels and saints. Angel Jones, head volunteer coordinator for the event said makeup will range from the simple to the truly avant garde.

What started as a way to promote Harding’s salon and bring local fashion designers and artists together has morphed into the city’s biggest annual fashion event. Clothing designer Lindsay Miller who has participated in the event since its inception attributes a number of friendships to having been involved in Fashion Week Ventura.

“It’s a super fun event to be involved in,” said Miller whose signature style is recycling and reconstructing vintage clothing.

Miller, who will have six pieces in the show is a self-taught designer.

“My grandma was a really great seamstress,” said Miller who said she started designing clothes for fun and over time developed her skills.

In addition to the more than 20 models, the show will also include dance acts, elaborate props and lighting and local Derby Daryln girls on roller skates selling raffle tickets.

Jones who is also owner of the local costume shop Wenches and Warriors has described the event as “a mind-blowing two hours.”

Jones said she is excited and inspired by the ever-growing participation in the event.

“The amount of collaboration from talented local people is so great,” said Jones. “There is such a range of people – all ages and backgrounds – involved.”

In line with the theme, the organizing group has chosen a handful of local “angels and saints” who will also strut their stuff on the catwalk.

Those VIPs selected include Matt Cooper the founder of Food on Wheels; Mayor Bill Fulton; Gwendolyn Allen who is part of a local bicycle troop that rides for environmental awareness; Alec Loorz an El Camino High School freshman who started the environmental nonprofit Kids Vs. Global Warming; and Chris Velasco from the WAV Project.

According to Jones VIP models have been asked to come dressed “as they would when performing their local saintly duties.” They will also be adorned with halos and wings made by local artists such as Robert LaMarch.

Harding is creating a set of wings constructed almost entirely from hair.

“They are all from hair extension clients,” said Harding. “I’ve cut all different shades and lengths of hair to look like feathers.”

A sneak peak performance event will take place at 9:30 p.m. at Paddy’s on Jan. 29. A kick-off party will be hosted at Candlelight on Feb. 4.

Doors for the fashion show on Feb. 6 open at 6 p.m. with the show beginning at 8 p.m. Tickets range from $15-$35. Tickets and more information can be found at www.fashionweekventura.com.

skinny times

2010-01-19T09:55:00.000-08:00

In my agency days, one of my favorite "jobs" was pouring over different shelter publications on my train ride to and from work.

It makes me sad to see how thin some of these pubs are right now.

So many magazines have gone by the wayside in the past year or so. I just hope some of my favorites can hold on until the economy recovers.

And yes, that's a peanut used for scale.

crappy, but oh so good

2010-01-15T12:50:00.000-08:00

I'm just loving Julianne Moore's look in A Single Man. She looks like she just stepped out of Valley of the Dolls. I know this book is conventionally thought of as trash by most literary folks, but I have to admit I was glued to this book and could not put it down.

Because of this (and the 30 million+ copies sold of it) I think it's worth putting in my literary canon.

Venturans to Decide on Three Controversial Ballot Measures This November

2009-11-02T09:37:00.000-08:00

By Rebecca Wicks

Sept. 23, 2009

Ventura Breeze

Three hotly debated issues will appear on this November’s ballot – a half-cent sales tax increase, a view resources measure and an initiative aimed at limiting large retailers. What Venturans will decide is anyone’s guess however, proponents and opponents have been vocal and emerged in large numbers.

Measure A – Temporary Sales Tax Increase for the City

What it is: A temporary half-cent sales tax increase from 8.25 to 8.75 percent. The measure needs a simple majority to pass. It is estimated the increase will cost residents approximately $65-75 per year raising $8 million. The city plans to spend the money on public safety (40 percent); street repairs (35 percent); beaches (15 percent); the Wright Library (6 percent); and community partnerships (4 percent).

Supporter Stance: A number of high profile city leaders and groups have voiced support for Measure A among them Mayor Christy Weir and the police department union. Earlier this year the state announced it will take an additional $4 million from Ventura. Advocates for the measure say the money raised by Measure A would be money the state could not take and would be applied directly to city spending. The city has already cut $11 million in spending for this fiscal year and is concerned about being able to pay for vital services without additional monies raised.

Opposition Viewpoint: Many believe a tax hike in the current economy when many in the community are already struggling financially does not make sense. Others worry additional tax increases will deter spending harming local businesses.

Measure B – View Resources Board Initiative

What it is: Allows the process to preserve viewsheds by establishing a 23-member board appointed predominantly by VCORD whose job it will be to write a View Protection Ordinance (VPO). It also temporarily stops the approval of new developments over 26 feet high in specified areas until a VPO is approved either by the City Council or by voters.

Supporter Stance: Supporters want to ensure Venturan’s views to the hills are not obstructed by large buildings. In addition, backers of the measure worry about tall structures significantly shadowing smaller neighboring properties such as in the older Midtown area where homes are generally smaller in stature blocking sunlight needed for passive solar energy generation and conservation.

Opposition Viewpoint: Those who stand against Measure B claim they also cherish views in Ventura but feel the proposed initiative is not the best way to protect views. Naysayers are concerned that the board will be built in a biased fashion as the group’s members will be appointed by VCORD, the group who authored the measure. They also worry putting a stop to any new developments in Ventura sets a poor precedent and deters growth in the city.

Measure C: Limiting Large Retail

What it is: The measure prohibits new superstores larger than 90,000 square feet when more than three percent of the sales floor area offers non-taxable merchandise – essentially food. Wholesale clubs and stores selling primarily bulk merchandise and charging membership dues are exempt.

Supporter Stance: A yes on this measure essentially stops Wal-Mart from building a superstore on Victoria Avenue which some believe is best for Ventura. Those opposed to Wal-Mart believe it brings increased traffic both by patrons coming from outside the city as well as trucks delivering perishable goods, additional crime and ultimately less jobs because employees tend to commute. Supporters believe blocking a Walmart will in turn welcome retailers such as Best Buy or IKEA while still preserving the city’s unique character.

Opposition Viewpoint: Those against Measure C believe the initiative will not prevent Walmart, only a version of it. Those opposed point out that eliminating competition may increase grocery prices and point their fingers at grocery stores and their unions for trying to get rid of their competition. Still others believe by turning away Walmart Ventura only solidifies its image as a non-welcoming city for any new store or development setting an standard poised against economic growth

All three measures will be discussed at a forum held by the League of Women Voters, Ventura County on Oct. 13 at 6:30 p.m. Aimed at better informing the public on these issues the forum will be moderated by David Maron, a LXVVC Voter Services Director.

Each issue will be presented by both an individual in favor and against the measure.

Measure A, Temporary Sales Tax Increase for the City --

Pro: Christy Weir, Mayor and City Council Member

Con: Don Facciano, Ventura County Taxpayers Association

Measure B, View Resources Board Initiative –

Pro: Diane Underhill, Member of Ventura Citizens Organization for Responsible Development (VCORD)

Con: Rob Corley, Chair of the City’s View ProtectionTask Force

Measure C, Limit Large Retail Initiative –

Pro: Nan Waltman, Chair, Livable Ventura

Con: Alison Carlson, Concerned Citizen

The forum will take place at Anacapa Middle School, 100 S. Mills Road, near Telegraph Road. Parking is available on site, entry from Mills Road.

Manager Interview Tips

2009-09-27T20:51:00.000-07:00

I only manage myself these days as a freelancer. But, in my former life I managed a team of people in the U.S. and sometimes abroad. There are tons of articles on how to interview, what is often overlooked is that preparation should also be taken by the interviewer.

I've learned this all too well and have fallen prey to a few pitfalls of interviewing myself -- such as looking for a person I like versus someone who is right for the job.

Here is an article I recently wrote for ehow.com

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Manager Interview Tips

By Rebecca Wicks

Contributing Writer for ehow.com

Every hiring manager wants the right employee in the job he is filling. We all envision someone who has knowledge, listens, picks up skills quickly and meshes well with the rest of the team. Many of us have hired a candidate who we thought was a perfect match only to find in upcoming weeks the choice was poor. A bad hire can cost managers and companies substantial money and time. The key is to be strategic when interviewing job seekers.

Know What is Needed

1A A common mistake is to walk into an interview unprepared. Make a list before starting interviews including what specific attributes and skills are needed to succeed in the job you are hiring for. While we all want perfection -- organized, able to multi-task, prompt, etc. -- think carefully not only about what requirements you need but at what level you need them to be. Nearly everyone possesses all competencies to some degree, your job is to find out at what level so you can compare candidates.

Collect Real Evidence

Try Try not to ask hypothetical questions. This usually prompts candidates to respond with what they think is the correct answer. What you are looking for is what the candidate has actually done, specifically how they have performed in the past to exemplify a skill you are looking for. For example, if you are looking for someone who works well under stress ask, "Tell me about a time when you had to perform in a stressful situation." Or, if you are looking for someone who can solve problems on their own ask, "Give me an example of a time when you were able to problem solve a situation."

Probe for Key Information

3In In order to gain insight into the personality, ability and character of a candidate, press for additional important information. Ask "what were you thinking/feeling," to understand the thought process of your candidate. Or ask "what did you do/say?" to better comprehend more specifically how he handled a situation. And, be sure to ask how a situation ended. Having your interviewee describe what the results were sheds light on how they perceived what was important in the situation.

Keep the Conversation Relevant

Yo You don't want to know what the job seeker usually does, you want to know what she actually did. Similarly, directing the candidate to use the term "I" not "we" will assist you in accessing what she actually did herself. Asking follow-up questions in the past tense also helps to keep the conversation on track with details of what the interviewee has done in previous situations.

Dos and Donts

5. Do
--Ask specific clarifying questions.
--Continue your discussion about a single situation until you have a complete understanding.
--Take notes.

Don't
--Let the candidate give you generalizations or speak in theoretical situations.
--Digress into irrelevant conversations.
--Go into speculative information for example, what she hopes to do in the future.

Feature writing

2009-08-06T13:48:00.000-07:00

Since I have been absolutely horrible about blogging on this site, I've decided to post some of my work periodically as well.

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Faring Well at the Fair

By Rebecca Wicks

Ventura Breeze

Aug. 12, 2009

In these tough economic times especially for those of us with jobs like writing which provide a less than steady income, many of us have found our budgets a little tighter. That said, the Ventura County Fair only comes around once a year, and when you have kids it’s practically unavoidable. My goal this year: to enjoy the fair with minimal damage to the pocketbook.

Opening day we packed up the two kids and headed out. We circled downtown searching for a place to park. Dodging pedestrians streaming toward the fairgrounds we got lucky and ducked into a space.

A free downtown parking space meant $10 in parking fees averted. Good start.

Because we had purchased a sheet of ride tickets the week prior – $20 for 50 tickets, a $17.50 savings – we headed straight for the Ferris wheel.

I have never been a huge fair fan. Fried food is not my cup of tea and rides that spin are pretty much my arch nemesis but when you have kids, you do what you have to do.

Case in point: A friend of mine who is pretty much scared of heights relayed to me she ventured onto the Ferris wheel that day with her two kids. When waiting at the very top for people to climb in and out down below her three-year old – to her horror – started rocking their seat back and forth.

“Honey, please sit back – look at the ocean!” she said in a falsely chipper voice attempting to divert the little girl’s attention.

“My heart was pounding, I thought I was going to be rocked off to my death,” my friend told to me later.

After bumper boats, spinning airplanes, rumbling trucks and a ride that seem to drop my little girl out of the sky we headed to the other side of the fairgrounds home of the scariest-looking rides at the fair.

Some looked as if designed after personal nightmares. My favorite to watch was called Wind Surf. It swung approximately 20 riders up, down and then upside down where they stayed suspended while simultaneously having water shot up into their faces.

There is just so much to look at from the rides and crazy food offerings to the booths hawking leather goods to the people themselves.

If I had a nickel for every time my three-year old pointed at something – a ginormous hot dog on a stick, someone bungee jumping, a man dressed up like a banana – I would at the very least made back the amount of money we spent on food.

After taking in some rides and playing a guaranteed-win duck game we sauntered over to see some animals. While in the past my three-year old looked at pig after pig with delight this time, they just could not compete with the rides. Pigs, cows and sheep were definitely out this year for her. However, they were not completely neglected as my one-year old did seem to appreciate them.

We compromised with a pony ride. We lucked out and purchased two tickets for the price of one from a lady who was leaving the fair and didn’t need them.

After this, everyone was ready for food. This was round two for my husband who had already managed to eat a pork chop on a stick within the first 10 minutes of arriving.

“Next time we have a big BBQ we are totally serving pork chops on a stick,” he announced dripping juices onto the stroller.

With a table full of nachos, fish tacos, chicken strips and fries we discussed what we had seen and done so far. My husband asked our three-year old daughter if she liked the fair.

This is when she proudly announced that she is going to get married at the fair.

We discussed as a family how this would work logistically. Would we provide ride tickets for guests? What time would be best? What would fair organizers think?

We topped our fried food meal off with a shared ice cream cone and made a final stop at the petting zoo before departing.

We only used half our ride tickets which means we will most likely make a second if not third visit to the fair this season. We missed the youth center and botanical areas which I’d like to get to next time.

In the end we did okay budget-wise. Our tally went something like this: $1 in entrance fees; $35 in food; $10 of our ride tickets; $7 pony ride; $3 in petting zoo fees and $3 for the duck game.

My three-year old is still telling stories of the fair to anyone who will listen – family member, friend, foe or stranger – so in my book it was $60 well spent.

Getting excited

2009-05-24T21:06:00.000-07:00

My pet project is inching closer to the finish line.

I just received the redo of the last pages from the illustrator. I'm trying not to get too excited because I know we have some final wrap up work to do still -- but it's hard not to!

SEO Copywriting

2009-04-25T21:08:00.000-07:00

Business has definitely slowed over the last couple of months.

A part of my business that has remained strong is search engine optimization (SEO) copywriting.

SEO is the process by which you increase the quantity and quality of visitors to your Website. The fact is, 85 percent of all initial Website visits originate from search engines. And, there are only two ways to appear on search engines: organically or via paid means.

Paid Search Engine Marketing
Paid search is a tactic such as paid inclusion or pay-per-click ad listings. The benefit – it works fast and effectively, getting your message in front of Web surfers who are in an acting context. The shortcomings of paid search – it can be expensive. Paid search is oftentimes recommended for opportunities that require immediate action, e.g., if it’s a seasonal sale of products or a timely political message.

Organic Search
Organic search is a process by which Web users find Websites having unpaid search engine listings. In essence, it is a merited search based on indexing pages using content and keyword relevance versus who paid more to end up at the top of the list. The benefits – people trust organic search as “earned” support for a Web site – and, it’s free. It has also been found that it is more effective when the person is involved in a considered purchase, e.g., choosing a consultant or purchasing a car. The main limitation to organic search is that while it may not cost money to appear toward the top, it does take time and expertise. It also takes time for a site to “gain traction” with search engines.

Which then, do you ask is better? The answer – much like any tactic when it comes to a marketing mix query – is both. The most powerful way to get your Website found is to use a mix of both organic and paid search tactics. Much like public relations and advertising, it is the mixing of the two disciplines which yield the best results – you just have to figure out the right percentages of each for your business.

And, of course there is no cookie-cutter solution. This is why many call upon public relations and marketing firms who help clients create a cost-efficient Internet marketing plan that can be continually monitored for guaranteed success.

How To...

2009-04-05T13:52:00.000-07:00

When I was in PR and developing plans for a wide variety of companies I found a good chunk of the proactive marketing created was centered around a single concept -- the "how to."

When I worked with Gymboree one of our seasonal marketing outreach programs consisted of:

-- A video news release that was all about "How to Pack for a Family When on Vacation." We hired an expert on packing and developed a news piece where she gave tips to viewers on how to keep the headaches to a minimum on a family vacation by packing smartly.

-- A satellite media tour with the same expert. Basically we booked her on as many morning television shows as possible and via satellite, she conducted interviews with local newscasters giving tips on how to "pack without becoming a pack mule for your family."

-- A matte release that was in essence the same story but written in a news article style. It was put on a wire service for newspapers who needed help filling their paper with relevant stories for their readers.

When I worked with Amazon, our holiday pitch was focused on "how to budget for the holidays." We looked at a number of budget experts, e.g., Suze Orman (note: this was before she had a TV show and her rates were much more reasonable then) and then after choosing had her do a similar bit to the Gymboree one (SMT, VNR, etc.).

For JELD-WEN, the window and door company we wrote a bevy of different stories for editorial consideration from"how to chose the right windows," and "understanding different door materials," to "how a door can increase your home's value" and "beautifying your home with wood."

It's funny, after transitioning to the "other side," I find myself developing eerily similar pitches to when I was in PR.

So much of what we read are essentially a "how to" pieces.

It may seem like a simpleton marketing strategy, and many writers may "poo-poo" the idea of writing these but at the end of the day -- it may very well pay to master the "how to."

Working with clients

2009-03-11T14:23:00.000-07:00

The word “free” may be the root of the word “freelancer” but don’t be mistaken, you are never completely free. Yes, you are free from a stringent 8-to-5 lifestyle and you are free from one boss hoarding over you however, now you just have multiple clients which means you have multiple people who are your boss.

I have been working with clients, board members and committees for close to 15 years now. I’ve found if you make sure to always take care of a couple of basics, working with clients goes a lot smoother.

Here are some highlights on how I keep my “bosses” in line.

The Relationship Matters – If you work with a client long enough it is inevitable: something will go wrong. It’s like the saying “sh*t happens.” Things won’t always go according to plan, middle-men will make mistakes, and well, so will you. It happens, and it happens to the best consultants and freelancers out there. When this happens, when there are no excuses, all you will have left to fall back on is your relationship – so make sure it is a strong one.

If you have been always been honest and fair, if you have always given your clients a sense of security, your client will forgive you and you will be able to move past whatever atrocity has occurred.

Anticipate – My very first job was as an event planner. I planned parades, auctions, pub crawls, you name it. Since then I have planned my fair share of press conferences, trade show events, grand opening and more. I have learned that anticipating everything that can happen is the best way to run a successful event and a successful relationship with a client.

It seems a simple mantra “be prepared.” But, you will not believe how many times I’ve had people on my teams say, “but that wasn’t supposed to happen.” Well, it did. And, those of you who at least gave some thought to a contingency plan will be better off.

At an event it may be as simple as having a box full of tape, a stapler, scissors and Sharpies. For a freelance writer it may be ready for a client to say they don’t want to pay because they are not happy, or surprising you by asking if you will co-write something with a writer you have never met. If you think about it, you can most likely guess what different clients might do.

It’s in the Details – It’s expected that the freelancer or consultant pay attention to the little things. After all they are paying and, in our society that means they expect to be treated a particular way. Organization on the part of the freelancer puts a clients mind at ease, and makes them feel secure and confident. Be organized by asking questions, e.g., when is the deadline, is there a particular tone you are trying to strike, etc. Lay out your work process and your timing. Also, be diligent. If you said you will call at a certain time, do so. If the client was going to email you information and hasn’t, you follow up with the client.

No Surprises – Much like Wall Street for the most part clients don’t want to be surprised. They want to understand what they are paying for and know what they are getting. Talk them through situations, processes and give them lots of examples. You are providing an intangible product to them – your writing – make them feel confident in what they are likely to receive from you.

Again, questions play a key role for example, discuss how many words they want in a piece. It’s also always good to follow up with an email detailing what you discussed, who will be responsible for what tasks and the timing of each action item. This way it will all be crystal clear and you will have a happy client who expects what you are planning to deliver!

Independent Publishing in China

2009-02-20T13:17:00.000-08:00

Printing in China is cheap -- and, I mean dirt cheap compared to printing in the U.S. or anywhere else for that matter. For a long time Mexico was the place for inexpensive in independent book printing, but now like in so many other manufacturing areas, China has taken over.

The benefit: those of us with smaller projects like my book with the Santa Barbara Zoo can actually exist. The downside -- well, there are many. 1) You don't really know what you are getting, 2) Prices tend to vary wildly even if you're getting the same specs quoted and 3) English as a second language always presents communication issues.

I've been going through the headache of quoting my project. Working with some Chinese business folk is akin to working with a New York celebrity agent on a bad day -- lots of yelling, threats, rudeness...you get the idea. It is no work for the faint of heart.

I've gotten a lot of things printed in Asia for corporate jobs (as well as worked with my fair share of NY agents for celebrity bookings) and it's tough, but if you don't have the budget, you don't have it.

So, if you're planning on going to China to get something printed here are some tips, and hey, I'm learning as I'm going too.

1) Be very specific with your specifications. And, I mean specific, e.g., size, thickness of pages, rounded corners, 4-color, etc.

2) Ask for a sample. If they don't have one they are willing to give you outright, ask if you can have one that you can mail back to them.

3) Ask for references. Get the name of one or two of their clients, preferably for jobs that are similar to yours so you can talk with them to see how satisfied they were with the quality of the product.

4) Google them. Do a little homework on the company you're dealing with to see if anyone has said anything good and/or bad about them.

5) Get a proof. Make sure you get a proof of your book, brochure, etc. before they go to print on the entire job.

6) Do as much as possible in writing. Leave a long and arduous paper trail if you can.

Remembering Poe

2009-01-26T13:43:00.000-08:00

I think a lot of writers can recall their first exposure to Edgar Allen Poe. For most of us it was required reading in high school. I remember sitting in my English class in the dark -- the teacher would turn the lights off for effect -- listening to audio cassettes of The Raven, Telltale Heart and others. I distinctly remember the narrator moaning about the "cask of Amontiago" as if a ghost himself.

I always enjoyed the short stories the best, I never did fully appreciate his poetry. The Fall of the House of Usher is one that I like to read every now and again, though it tends to stick in my mind and haunt me for days if not weeks after.

Michael Connelly -- my husband enjoys his books, though I admittedly have not read any of them yet -- edited a compilation of Poe's works called In the Shadow of the Master. It also includes essays and commentary from famous authors like Sue Grafton and Stphen King. The book publishing coincides with the author's 200th birthday (good PR tie-in).

I haven't gotten my hands on book yet, but look forward to picking it up soon.

Do Something

2009-01-16T13:36:00.000-08:00

"I'm creative. I should create at least as much as I consume."

Love, love this quote from a blog entry on Speak Up. We really are a society of consumption.

Read it, it makes you want to go out and do something.

Here's to a weekend of doing something...

Warning: Soap Box Rant

2009-01-13T21:10:00.000-08:00

I live in a fairly small town and my reporting duties cover fairly local issues. As the larger economy has oh, let's call them "issues," it has an inevitable trickle-down down effect (the opposite one Reagan touted) on local economies.

Our local city budget is expecting to be short about $4 million for the fiscal year.

Okay, here is my rant in two parts:

A) What gets cut is always the things that make a city a community. Libraries, park maintenance, city events and the like are always first on the chopping block. I'm not saying we should cut police or fire officers, it just bums me out that the first items to go are always those things that I think make it great to live in a community.

B) People complain about these kinds of cuts but don't do anything about it. Local council members tend to make most of these kinds of decisions in a small town and they are very, very reachable people for the most part. I mean, it's not like you're trying to reach Governor Arnold on the phone or anything. I often find myself in conversation with people who have a defeatist attitude "well, there's nothing I can do about it -- those politicians are in charge." Maybe in D.C., (and some would argue that) but in a small town you do have a say, and more often than not, they will listen to you.

Whew, okay. Sorry about that. I'm writing stories on local crime rates, a local library being cut and one on a federal mandate that will make all manufacturers of children's items be tested for lead and other contaminants possibly putting smaller manufacturers (mom & pops) out of business.

I've got to start working on some more of those magazine article queries so my newspaper writing doesn't get the better of me...

Feeling Lazy

2008-11-18T14:44:00.000-08:00

Today is one of those days when I just don't feel like writing. I have some corporate Web copy to write and just don't feel like taking it on at all.

So, I have been surfing through other writer blogs and came upon the following on The Renegade Writer. He writes:

Remember the Rule of Three. On those days when you have zero motivation, pick three tasks on your to-do list, preferably important things, do them, then allow yourself to take the rest of the day off. I find this hack immensely helpful on the days following a vacation or illness. It’s probably not a great hack to use every day, but if you’re in a deep rut, it gets you moving.

Hmmm... I stop to ponder. This seems doable, though I'm not coming off of vacation, nor am I ill. Do these three things need to pertain to writing ?

I've re-read the paragraph and decided that since it does not specify, I will interpret that the three tasks can relate to writing, but do not necessarily need to be writing assignments.

As a result, today I've :

1) Pinged my editor to see what he wants written for the next issue with some ideas of my own of course.
2) Written four thank you cards (this is sort of writing... no?)
3) Finished a blog entry

Signing off for the day...

Reporting is Tough for Me Sometimes

2008-11-13T13:40:00.000-08:00

I write for a community newspaper. I mostly write civic-type news and some occasional sports and human interest stories. What I hate writing is about people who have died.

I remember reading all of the follow up stories after 9/11. At the time I read the WSJ daily (had a corporate job then) and even they did a wide-range of human interest-type stories about what happened, linking together last-minute phone call conversations with when floors and ultimately buildings collapsed. I remember crying on the train on the way into the city.

I got flashbacks of this when recently a the passenger train collided with a freight train causing the largest train tragedy in the nation for many, many years. I on-purpose avoided reading many of the stories in the paper. I just couldn't bear it.

Today I had to write a story about a benefit event some local businesses are putting on for one of the local businesses owners who died in the crash. I performed my requisite research and conducted interviews learning about the legacy and family he left behind. I learned about their three special needs children -- how they adopted their child's best friend who has cerebral palsy; I learned about how their business volunteered tons of time at elementary schools; I learned how he was married for 23 years.

I learned about how these people were certifiable saints. And, how local businesses were banning together to help.

I should feel really good, I'm doing a good thing by reporting this, right? But, I don't. I just feel awful. I don't know how people can regularly report on world news, especially all the horrible stories from places like Iraq, Iran, Darfur, etc. where tragedy happens daily if not hourly.

I guess that's a big part of what journalism is about?

I guess I'd better just stick to the lighter things.

I Should Write Robo-Call Scripts

2008-11-02T08:06:00.000-08:00

Robo-calls. There have got to be hundreds if not thousands of these circulating around – and someone is writing them! I’m a speech writer, I’m a copywriter, maybe I could write these too. It may be a very lucrative industry for me to expand into. I’ll have to consider that for the next election.

I swear for the past 3 weeks if not more our household has received at least 2-3 calls a day regarding the election. I understand a "reminder" to vote, but really, they are getting to be too much.

I get calls from the Teamsters, from local, state and national figures, from my husband’s union (these calls arrive during the day which baffles me, they know he works right?), from individual teachers and more. At least one of them a day is a robo-call. I mean, who listens to them? I’ve been in marketing many, many years now and I question the ROI on these. They may be a very inexpensive way to “touch” voters, but I seriously wonder how effective they are – or if they are even able to measure this very accurately. I just find them as annoying as hell. It would be a tough decision if someone ever offered me a job to write them.

I Heart Romance

2008-11-01T12:51:00.000-07:00

I like chick lit and I’m not afraid to say so. My all time favorite chick lit author is the original one -- Jane Austen. My daughter’s middle name is Elizabeth (as in Elizabeth Bennet), though I do have to add it is also my husband’s grandmother’s name which made it a win-win name for me. I still read Pride and Prejudice once every couple of years. The story for me never gets old (I know, I know, I’m such a chick). I’ll admit to owning both the BBC mini-series as well as the more recent Hollywood film version on DVD.

One of my other all-time favorite authors is Madeleine L’Engle. My second daughter’s first name is Madeleine. The name was a top runner for both my husband and I. I didn’t tell him that it was the name of one of my favorite authors, not that it would have mattered. He really liked the nickname Maddie. I read somewhere that it’s starting to become a trendy name, especially spelled “Madeleine” instead of “Madeline.” They called these American parents “Francophiles.” While my husband I loved, loved, loved Paris we are not Francophiles per se, I’m just guilty of being a big-fat Wrinkle in Time fan.

While I like to think of myself as an educated fairly well-read woman, there is something about a romance, well written or not. I’m guilty of reading even the cheesier novels, you know Nikki, the PR account executive who has the strong-willed, strong-jawed, wildly successful technology client whom she hates and then eventually falls in love with romance novel.

I still cry every time I see the movie Cat on a Hot Tin Roof. I know the movie does not necessarily faithfully follow Williams original play which is much, much grittier, but I still love it.

My husband is a pragmatic scientist, he always says he doesn’t “get” romance. I’ll be watching a romance film, and he’ll make fun of me especially if it’s a light romantic comedy. He’ll gasp sarcastically and exclaim, “Oh no! Do you think they’ll end up together – I don’t know?! I’m biting my nails!”

I just ignore him.

Live It, Read It, Write It

2008-10-31T16:39:00.000-07:00

I'm a 33 -- okay, almost 34 -- year-old stay-at-home mother of two who is still writing professionally when I get the chance. I was a marketing consultant for many years before having kids, and now I just write because I love it. What do I write? Just about anything. I write for the local newspaper, I do corporate writing (speech writing, byline articles, etc.) and advertising writing (brochures, Website copy, etc.).

I used to work for a big agency where I ran large international corporate accounts, worked 65+ hour work weeks and travelled a fair amount. Now I live in a beach town and enjoy life, hence the name of the blog, though I'll be honest, time to read anything besides research for projects is scarce these days.

What do I want to do? Well magazine writing is something I'm working at now. But, finding the time to outline and pitch story ideas is difficult to find. Expanding from a corporate writing to features/magazine writing is difficult. I'm slowly building my portfolio. It's kind of ironic because the corporate writing is a lot more lucrative, just less fulfilling for me as a person.

My pet project is a children's book I have been working on with the Santa Barbara Zoo for some time. We're hoping to go to print next year. Here are some of the illustrations.

Basically you place a photo of your child's face at the back of the book. The hole you see is a die-cut so that your child's face will show through each page. The premise of the book -- for a kid to imagine themselves as each of the animals.

I approached the zoo about writing the book awhile back when I was looking for a Santa Barbara Zoo book for my little girl. The zoo, which we frequent at least once if not twice a month is smaller than other big city zoos -- though more beautiful in so many ways. It doesn't have as wide a variety of animals that other zoos have, so I wanted to get a book that features the animals she sees regularly at "our" zoo. When I learned there was no Santa Barbara Zoo book I approached them about writing one.

This book has become something very dear to me. It will not be a money-maker for our family, but the idea is it will become something vastly more important to my daughters. It's something I've written for them.