Category: Advertising & PR

How to get Your Name in the News

Do you think Lady Gaga, marketing genius, achieved the distinction of being the most-searched woman on Google without a PR plan? According to ReadWriteWeb.com, “Lady Gaga was ranked 3rd overall in news coverage, in magazine websites and music blogs, with 4,326 articles.”

Most businesses barely have a marketing plan, much less a written, strategically developed PR Plan. Yet it could be the very thing that helps you save advertising dollars AND gain an edge over your competition.

Review Last Year’s PR

If you received PR coverage, review it for its content. Compare it to last year’s plan. What got the media’s attention and what didn’t? Which editors gave you positive coverage and which gave you negative coverage? Can you tell why? Consider calling them to discuss it.

Search online for all results that include the name of your business. Now do the same thing for your closest competitors. Why did they get the coverage? Were their stories particularly interesting in some way? Did they target media that you didn’t target? Make a list of these angles and media targets to add to your list of PR objectives.

Articulate Your PR Objectives

When you take a vacation, you choose the destination first, right? So start by putting your PR objectives in writing. It can be simple – even a bullet-pointed list will suffice. Topics to cover will depend upon the type of business, your customers, your competition, and your target media.

Example objectives might include:

• New product or service launch coverage
• Company events announced
• Employee promotions or additions spotlighted

PR Tactics and Tools

With your written PR objectives in front of you, brainstorm activities that will help you plan and execute effective and consistent PR tactics. Consistency is the key, so get out a calendar or create a timeline as an integral part of your plan.

Try these additional PR tactics:

• Create a comprehensive PR contact list, with their preferred method of being contacted (ex: email or fax?)
• For each media, list their deadlines. If they come up short for content at the last minute, your press release just might fill that need.
• Schedule time on YOUR calendar for PR activities. Make an appointment with yourself!
• Call the media contacts and introduce yourself. Offer yourself as a subject matter expert. Sooner or later, they’ll likely call you when they need a quote on a story ion your field.
• Don’t forget about blogs and social media. These days, PR online might even eclipse PR offline.

What PR tactics have worked for your company? What should others avoid?

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For more resources, see our Library topics Marketing and Social Networking.

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ABOUT Lisa M. Chapman:

Ms. Chapman’s new book, How to Make Money Online With Social Media: A Step-by-Step Guide for Entrepreneurs will be available very soon. With offices in Nashville Tennessee, but working virtually with international clients, Lisa M. Chapman serves her clients as a business and marketing coach, business planning consultant and social media consultant. As a Founder of iBrand Masters, a social media consulting firm, Lisa Chapman helps clients to establish and enhance their online brand, attract their target market, engage them in meaningful social media conversations, and convert online traffic into revenues. Email: Lisa @ LisaChapman.com

Media Tactics That Get Attention

Holiday media is crammed with advertisers claiming to offer the latest and greatest everything for everybody. Get out your boxing gloves, because it’s a seasonal fight for media space and consumer attention.

How do you get a word in edge-wise? What’s holiday newsworthy, and how do you rise above the competition with editors who are equally bombarded (and equally stressed)?

Feature News Releases

Media Editors look for outstanding stories that will engage their readers’ emotions. You can get a feel for this prior to creating your news release:

• Review their past feature stories for examples of what they deem worthy.
• Look at their website or blog for more clues.
• Call the Editor and ask! They’ll actually tell you exactly what they’re interested in.

For example, if you’re targeting a local newspaper that’s circulated to the general public, it may be a deeply-felt human interest story related to the holiday season. To make your story stand out, bring it home to the reader by highlighting heartfelt experiences of helping real people in severe or unusual need. Make it interesting by making it really different. For instance, in this year’s economy, it could be a family that’s newly homeless due to job loss and how your company helped them. And be sure to tie it to the holiday season. How can your company help give them some happiness this season, despite their circumstances?

Customize Your Holiday Media Campaign

Media Editors can spot a generic and inauthentic news release in about two seconds. Your one-size-fits-all story just won’t hit the mark most of the time. So DON’T send the same story to every media outlet.

Do some homework, and craft your basic story to the individual media type and their audience. For example, publicizing an event that’s open to the public and benefits a charity may be perfect for a public service space on a radio station. It could be written as an invitation with background information. That same press release targeting television could be more effective if something visual is highlighted, such as the faces of the children involved, and the happiness they feel. TV might cover the event and run it afterwards, instead of before.

Online Press Releases

For holiday press, human interest stories have an excellent opportunity to go viral. Write your story, make it short, and include photos. Release the story:

• On your social network platform
• Distributed to free online press release sites

• Through your email database
• In your newsletter

The chances of it going viral increase if you:

• Run some kind of a contest (Photo submission? Story submission?)
• Utilize video (make it funny!), or
• Offer something free.

Timing and creativity are super important. So be BOLD!

What catches your eye during the holiday season?

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For more resources, see our Library topics Marketing and Social Networking.

.. _____ ..

ABOUT Lisa M. Chapman:

Ms. Chapman’s new book, How to Make Money Online With Social Media: A Step-by-Step Guide for Entrepreneurs will be available very soon. With offices in Nashville Tennessee, but working virtually with international clients, Lisa M. Chapman serves her clients as a business and marketing coach, business planning consultant and social media consultant. As a Founder of iBrand Masters, a social media consulting firm, Lisa Chapman helps clients to establish and enhance their online brand, attract their target market, engage them in meaningful social media conversations, and convert online traffic into revenues. Email: Lisa @ LisaChapman.com

 

It’s appropriate penning this blog on the Day After the Day of The Dead election date. The votes are in, the surprises are in. The Republicans are back — in most places! Seems like only yesterday they were here (shall we call them Zombies?!). Is this the change we can believe in? For many Democrats who served for decades and are suddenly today looking for a new line of work, it probably is.

Let’s go back to a seemingly simpler time when an elected politician stated, “Ask not what your country can do for you, but what you can do for your country.” Great words that echo through time and transcend partisan political lines. Of course it was John. F Kennedy who uttered them near the close of his inaugural address in 1961.

But this blog is not about politics, or great American rhetoric (or zombies), it’s about PR issues, so let’s look at this sentence. It’s as powerful a piece of American patriotism, summoning fellow country men and women to serve their nation’s ideals in whatever capacity that has ever been written. But Kennedy didn’t write it. His speechwriter, Theodore Sorenson, did. Sorenson died the day before the election. But his gifted use of language in this one line of a speech, simple but poetic, clever but not self-serving, brief but powerful and enduring, will live on.

Strong writers breathe life into words. If your public relations m.o. doesn’t start and end with a proven writer crafting your headlines, making the content in subsequent paragraphs stand out and leaving a memorable impression on those who read your news releases, Tweets or other communiqués, you are already at a disadvantage.

We’re not talking about having the commas in all the right places (that’s what good copy editors are for). But we are talking about what one longtime business journalist in the Twin Cities always insists on, whether it’s his own copy, that of a fellow journalist or a PR person that just bombarded him again with a pitch and press release: “Make it sing!”

Despite the preponderance of words in all the communication channels of the 21^st century — and the corrosive effect text messaging is having on language and attention spans — good writing is still a highly valued skill, and a talent that can’t always be taught. Treat your written PR pieces for the gems that they should be. And if you have a truly gifted writer on staff, bump that scribe a raise, before he or she runs off for another profession.

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For more resources, see the Library topic Public and Media Relations.

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Martin Keller runs Media Savant Communications Co., a Public Relations and Media Communications consulting company based in the Twin Cities. Keller has helped move client stories to media that includes The New York Times, Larry King, The CBS Evening News with Katie Couric, plus many other magazines, newspapers, trade journals and other media outlets. Contact him at kelmart@aol.com, or 612-729-8585

Search Engine Optimization & PR: Google Me This

I am not a Geek. Let’s get that out there right away. I’m a former pop culture writer and editor and now a PR guy, a flack, a publicist (mostly, 8-5 anyway) with some good ideas and communication skills. And like most people I know, I try to keep abreast of the technologies and social media implications of the profession and try to leverage them to the client’s advantage. The occasional webinar or seminar helps.

Over the years, however, I’ve relied on close colleagues and friends — and the occasional kindness of strangers — who are Geekish to lead me through the forest. Some days we are in the thick, others days we reach the clearing. Ten years ago, clients started asking about search engine rankings, what today is conventionally called SEO — Search Engine Optimization.

“How do I come up better in searches?”

“Good question. Let’s see who can help you with that.” And I’d call up the guys who knew how to help.

Today, I offer the latest SEO insights from the giant that practically invented search, Google. It’s very contemporary, even providing a section on mobile sites. Of course, if you’re like me, some of it may be pure Geek to you. Understood. Share it with the teckie in your org, or your own Geek Friends. But scan it for insights to try and stay current —at least on the thinking — even if the moving parts piece of this leaves you cold and uncertain.

Here’s the link to it: Google’s Search Engine Optimization Starter Guide:

http://static.googleusercontent.com/external_content/untrusted_dlcp/www.google.com/en/us/webmasters/docs/search-engine-optimization-starter-guide.pdf

See you in the forest clearing. Bring marshmallows. We’ll do smores and talk PR and stuff.

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For more resources, see the Library topic Public and Media Relations.

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Martin Keller runs Media Savant Communications Co., a Public Relations and Media Communications consulting company based in the Twin Cities. Keller has helped move client stories to media that includes The New York Times, Larry King, The CBS Evening News with Katie Couric, plus many other magazines, newspapers, trade journals and other media outlets. Contact him at kelmart@aol.com, or 612-729-8585

3 Ways to Approach Ad Planning

Especially in hard economic times, setting an advertising budget is enormously important. Many companies cut advertising when revenues shrink, or expenses creep up.

Reducing your ad spend could be an expensive mistake, further escalating the problem. If you’re not consistently in front of your customers – in the media – your sales may take an additional hit.

Before You Set Your Ad Budget

Step back and take a moment to think about a few factors before you start. How much you spend on advertising depends on your position in the market, the competition you face, and other factors.

You should:

• know and understand your competition and THEIR advertising strategies,
• analyze your performance compared to last month and last year,
• note the length of the selling season compared to last year, and
• watch for selling trends, such as shifts in demographics that may affect buying trends.

3 Ways to Plan Your Ad Budget

No matter how you budget, there never seems to be enough marketing money to go around. But using one or a combination of these budgeting methods will help you implement your marketing plan.

1. Budgeting a percentage of sales: Provides a good budget starting point, but when sales decline, you have less money to solve your marketing problems. It’s also not a good approach if you’re trying to expand into a new area.

2. Budgeting according to the tasks you want to accomplish. Ties the amount you spend to the marketing mix activities you have developed. If good marketing objectives have been chosen, this plan offers the best chance of reaching them, but it doesn’t take affordability into account.

3. Budgeting based on what your competition spends. Should enable you to stay competitive in the market and allows you to respond rapidly to a competitor’s marketing campaign. However, basing your activities on those of others may restrict your own company’s growth potential.

Have you found effective ways to plan your advertising budget?

(Thanks to Realtor.org for the 3 Ways to Plan.)

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For more resources, see our Library topics Marketing and Social Networking.

.. _____ ..

ABOUT Lisa M. Chapman:

Ms. Chapman’s new book, How to Make Money Online With Social Media: A Step-by-Step Guide for Entrepreneurs will be available very soon. With offices in Nashville Tennessee, but working virtually with international clients, Lisa M. Chapman serves her clients as a business and marketing coach, business planning consultant and social media consultant. As a Founder of iBrand Masters, a social media consulting firm, Lisa Chapman helps clients to establish and enhance their online brand, attract their target market, engage them in meaningful social media conversations, and convert online traffic into revenues. Email: Lisa @ LisaChapman.com

Timing is everything, like any old Catskill comic, successful business person and even Ecclesiastes — a book in the Bible — will tell you. Cliched? Absolutely. And mostly true. As the good book says, “To every thing there is a season” — including (if you extrapolate enough) a right time to launch a PR campaign: A time to be born, a time to die, a time to gather ye media relations materials together to sow the good word of your business.

But when to start?

In my 20-year experience, I’ve seen PR campaigns launch that were premature, right on time and late. Depending on what you want to publicize and how early your target media contacts need to receive information, the best general advice is the be a good Boy or Girl Scout: Be prepared for a good launch that will not tax your business, because your people and systems need to be in sync throughout the organization so the holy light of media can shineth upon thou.

Case in point: A company I started working with several years ago had a breakthrough green product in an industry but we moved too early to promote it. The sales force was not in place, the website was subpar and even local dealers were not yet all aware of the benefits of this product to sell their customers.

Nonetheless, a collective decision was made to push out the pitch letters and a first news release (we had a comprehensive Media Kit in place for more information and insights about the product, the company, its principals and the product benefits). Fortunately, we managed to get some publicity locally and in the trade press, which created momentum both inside the company and among those on sales side and among dealers. Today we are all working together still, and the company is growing at a good rate.

But in reality, we should have waited a year. But that’s hindsight.

A recent New York Times article deals with this same issue. I know you’ll read it and say, “Sure, it’s a good problem to have.” But unless you enjoy getting swamped in your boat, be vigilant and circumspect about your timing. Here are the choice elements of the Times piece:

“Mr. LaCava, Eric Heinbockel and Fabian Kaempfer are the founders of Chocomize, a Web-based company that lets its customers create their own chocolate bars from more than 100 ingredients. Its Web site opened for business late last year; then, in June, the company was briefly noted in O, the Oprah Magazine. The mention was tiny — just 36 words in a wee stripe on the bottom of a page. Nevertheless, things went haywire.

“Our server crashed,” says Mr. LaCava, recalling how their orders quintupled overnight. “The phone was ringing round the clock. We’d thought, ‘Oh, we’re going to be in Oprah! We’re going to be making so many more bars!’ We didn’t think: ‘People are going to be calling us every second of the day.’”

Other than a dedicated server, there were two more things that Chocomize lacked: employees and a white-chocolate machine big enough to meet demand. Mr. LaCava, who is 23, describes the experience this way: ‘growing pains.’”

To avoid those kinds of growing pains — or at least to take the edge off them — be ready to reap the fruits of any public exposure in the media. Otherwise, sayeth your prayers so you can survive the blessing of a ‘good problem to have.’ ”

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For more resources, see the Library topic Public and Media Relations.

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Martin Keller runs Media Savant Communications Co., a Public Relations and Media Communications consulting company based in the Twin Cities. Keller has helped move client stories to media that includes The New York Times, Larry King, The CBS Evening News with Katie Couric, plus many other magazines, newspapers, trade journals and other media outlets. Contact him at kelmart@aol.com, or 612-729-8585

Remember the scene in Network where the news anchor Howard Beale (played deliciously by Peter French) shouts his famous line, “I’m mad as hell and I’m not going to take this anymore!”? This past summer thousands of Target shoppers expressed that same sentiment online when they found out their favorite general store had donated piles of cash ($150,000) to an organization that supports Minnesota gubernatorial candidate Tom Emmer, whose tax policies Target said it liked, but who also holds anti-gay views and a few other controversial opinions, according to the Star Tribune:

“Emmer opposes gay marriage and abortion, supports Arizona’s immigration law, and previously has proposed chemically castrating sex offenders and steering state money away from AIDS prevention programs.” Insert your political reaction thought balloon here….

Of course big companies make donations all the time to politicians both sides of the aisle to cover their ah, clout with law makers. But the reaction to Target’s influence-peddling gift met an almost immediate Social Network avalanche and a tsunami of trad media as well. Some 58,000 Facebook friends joined together and called for a national boycott, plus the story generated more negative news coverage in August than five years worth of PR expenses paid to big flak companies to try and prevent that from ever happening. Once this Emmer thing went viral, it was all over for the Bullseye except for the back peddling.

On the other hand, the Jet Blue story about their employee slipping out on the job down the emergency chute was more contained by the low-cost airline, due to some extent by the way true Blue handled the story online, if you believe this analysis from Social Times below (and I do because in the age of sensational news reporting and crowd sourcing where almost anything can become “newsworthy” if enough people are paying attention to it, you need to take the air out of some stories quickly):

“The majority of media analysts felt JetBlue was sitting on a ticking PR time bomb by keeping silent. Finally, two days later, JetBlue posted 140 words on their blog with a mixture of tongue-in-cheek, self-depreciation and a reference to the cult movie Office Space.

How did JetBlue fare in the court of everyone’s opinion on the social web? Sit back and learn, because JetBlue nailed it. Its response was notable for four things:

1. Acknowledging the weirdness of the situation rather than its seriousness may have kept the social media conversation away from topics that could have turned critical of JetBlue.
2. Using a tone consistent with the JetBlue brand reinforced the brand as sufficiently resilient to weather this storm.
3. Refraining from firing off a quick defense before they knew against what they were defending may have prevented the airline of having to defend itself at all.
4. Responding only in their blog almost guaranteed wide distribution across social media.”

On the other hand – even though we have used both hands already and do not really have a third hand – can you really compare the two situations, an errant employee and an errant political donation? You decide and send me the verdict.

Yes, my friends, as that Arizona politician John McCain often says (although you wonder if he’s really their friends, like on Facebook,) that is the kind of PR strategy – or some shape of it — that every company large and small needs to have available for handling issues in a social media world. You can read the whole Social Times post here:

http://www.socialtimes.com/2010/08/jetblue-social-media/

Given the pervasive nature of communications online, you should start planning that strategy now. And, of course, don’t forget to bet on your favorite political racehorse by writing a fat check. It’s not too late. Just ask Target, which has yet to reconcile its widely accepted policy (in the business world) of spreading dollars around like fertilizer to party front runners without a visible thought to the social or ethical implications.

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For more resources, see the Library topic Public and Media Relations.

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Martin Keller runs Media Savant Communications Co., a Public Relations and Media Communications consulting company based in the Twin Cities. Keller has helped move client stories to media that includes The New York Times, Larry King, The CBS Evening News with Katie Couric, plus many other magazines, newspapers, trade journals and other media outlets. Contact him at kelmart@aol.com, or 612-729-8585

Free or Nearly Free

Tell the community (or the world!) about what you have to offer. Enhance your professional (or creative, or social) reputation. Attract new customers. Grow your name recognition and brand. Increase your bottom line. And do it all for pennies.

Who is your target market?

If your business (AAA Computers, Inc.) fixes computers, then who are your ideal customers? Are they the families in the neighborhoods near your shop? The small businesses in your local business district?

What does your brand stand for?

First and foremost, your brand must represent something that others want. What’s most important to your target market? For the computer fix-it business, these benefits are important to your ideal customers. Your services are:

• Accessible. Immediate service when they have a need … even nights and weekends.
• Affordable. They don’t want to sink $500 into their two year old laptop. But they don’t want to go through the time and expense of buying and loading a new one, either.
• Answers. You solve problems. Quickly and easily.

Make ‘word-of-mouth’ marketing EASY

AAA Computers, Inc. now has services that solve its customers’ problems, and is RIPE for word-of-mouth advertising, primarily free.

Stick with one message that you repeat in every advertising medium. For instance:

AAA Computers, Inc.

Accessible, Affordable Answers

This is a memorable message that succinctly promises the benefits of your service. When you create goodwill with customers by actually DELIVERING those benefits, they will tell their neighbors, their kids’ teachers, and their golf buddies. Word will travel, and your business is easy to find because you tied the benefits to the message and the name.

Now, go forth and print door hangers for those neighborhood homes. Post bulletins at the grocery. And leave a stack of business cards at the nail salon.

What makes your business flourish?

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For more resources, see our Library topics Marketing and Social Networking.

.. _____ ..

ABOUT Lisa M. Chapman: With offices in Nashville Tennessee, but working virtually with international clients, Lisa M. Chapman serves her clients as a business and marketing coach, business planning consultant and social media consultant. As a Founder of iBrand Masters, a social media consulting firm, Lisa Chapman helps clients to establish and enhance their online brand, attract their target market, engage them in meaningful social media conversations, and convert online traffic into revenues. Email: Lisa @ LisaChapman.com

Four Easy Tips to Capture Your Readers

If your headline doesn’t grab your readers’ attention in a few short seconds, you’ve lost them.

We live in a universe of scanners. No one has time to actually read everything that comes across our computer screens. So you MUST write effective headlines that pull them in. And you have one shot at it – exactly 3 seconds.

Here are some tips to get the edge on your competition:

1. Make the headline easy to read

When we scan, our eyes look quickly for certain words. If it looks complex – with big words that take focus and brain strain, our minds (perhaps subconsciously) tend to avoid it. So keep it simple. Make it easy to scan.

Instead of:

“Choose either pre-configured or custom-configured spaces for your equipment”

Simplify it:

“Standard or custom storage”

2. Lose the advertising hype

The internet has changed the way consumers want to hear messages. It’s no longer a one-way “push” campaign. Consumers want to be educated, engaged, and respected. We tend to tune out the old style “push” message. It doesn’t serve us!

Instead of:

“100% Opt-in Audience that has the Highest Response Rates, Guaranteed!”

Make it more believable:

“Need a reliable traffic magnet that delivers long-term clients?”

3. Include your top keyword

Ideally, it would be the first word in the headline. Both for the reader and for search engines, this gives weight to the topic of your text. If not the first word, place your top keyword as close to the beginning as possible. This gives the reader assurance that they’ve landed on the topic they’re looking for.

Instead of:

“New gel guaranteed to cure athlete’s foot”

Try:

“Athlete’s foot cure – guaranteed”

4. Use subheads

This tip is perhaps the single most important thing to KEEP the reader engaged.

If you grab their attention in the headline, you want to immediately draw them in on the subhead! Like a one-two punch, deliver the subhead with intrigue, and promise value in the text below.

Using the previous headline, try a subhead like this, which gives the benefits of the promise:

HEADING: “Athlete’s foot cure – guaranteed”

SUBHEAD: “Quick results, no mess, and low cost! Learn more here.”

(Thanks to Ginger Makela at Google for the inspiration.)

Do you have any MAGIC BULLETS for effective headline writing?

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For more resources, see our Library topics Marketing and Social Networking.

.. _____ ..

ABOUT Lisa M. Chapman: With offices in Nashville Tennessee, but working virtually with international clients, Lisa M. Chapman serves her clients as a business and marketing coach, business planning consultant and social media consultant. As a Founder of iBrand Masters, a social media consulting firm, Lisa Chapman helps clients to establish and enhance their online brand, attract their target market, engage them in meaningful social media conversations, and convert online traffic into revenues. Email: Lisa @ LisaChapman.com

Fascinating! One of the most fun and challenging aspects of marketing – now exposed. Ad Age magazine just published their professional look at successful viral ads.

According to Ad Age reporter Michael Learmonth, 100 million views is the top tier of viral. The very top of the top is, “Will it Blend?” by Blendtec. It’s a brilliant creative that’s been around for four years. The company found a winning formula and stuck with it.

Interested in tracking the top viral ads? Keep this link among your favorites and enjoy the wonder of those who achieve the top viral distinction – against all odds: Ad Age’s Viral Chart.

The Top 10 Viral Videos of All Time

	Brand	Campaign	Agency	All Time Views*	Launch Date
	Blendtec	Will It Blend?	In-house	134,256,499	10/30/06
	Evian	Live Young	BETC Euro RSCG	103,867,704	6/4/09
	Old Spice	Responses	Wieden & Kennedy	57,132,669	7/12/10
	Pepsi	Gladiator	AMV BBDO	46,742,892	1/1/04
	Microsoft	Xbox Project Natal	World Famous	42,698,599	6/1/09
	Dove	Evolution	Ogilvy & Mather	41,100,418	10/1/06
	T-Mobile	T-Mobile Dance	Saatchi & Saatchi	35,487,575	1/15/09
	Doritos	Crash The Super Bowl 2010	Goodby Silverstein & Partners	34,168,845	1/5/10
	Old Spice	Odor Blocker	Wieden & Kennedy	33,986,750	3/31/10
	DC Shoes	Gymkhana Two	In-house	32,872,531	9/3/09
Source: Visible Measures

For the full Ad Age article, see The Top 10 Viral Videos of All Time

How to make an ad go viral

Your marketing message doesn’t have to be a video to go viral – but it helps. Basically, several common elements are essential to launch your ad to viral status.

1. It’s emotional. Both positive and negative emotional experiences are ripe for passing around. In fact, the more emotionally intense, the greater likelihood that it will travel.
2. It performs a public service. “Just click here and this sponsor will donate a can of dog food to the rescue shelter. Then forward to six friends.” Awwww. Who can hit delete?
3. It’s funny. We all need an ear-to-ear feel-good during our harried and overwhelming schedules.

What’s your favorite viral ad? Why?

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For more resources, see our Library topics Marketing and Social Networking.

.. _____ ..

ABOUT Lisa M. Chapman: With offices in Nashville Tennessee, but working virtually with international clients, Lisa M. Chapman serves her clients as a business and marketing coach, business planning consultant and social media consultant. As a Founder of iBrand Masters, a social media consulting firm, Lisa Chapman helps clients to establish and enhance their online brand, attract their target market, engage them in meaningful social media conversations, and convert online traffic into revenues. Email: Lisa @ LisaChapman.com