Create Relevant, Personalized and Actionable Messaging

Create Relevant, Personalized and Actionable Messaging


The man who stops advertising to save money is like the man who stops the clock to save time.” –Thomas Jefferson


Regardless of the way you send your messages to your audience, all messages need to be relevant, personalized and actionable. To illustrate:

  • Relevant content aimed at your target market
  • Personalized content tailored to the reader in your target audience
  • Action content leads the reader to take your desired action, i.e.,“click the link”


Questions to Ask Yourself

  1. Who are you trying to send a message to?

Create an audience persona before you even start to create the message. Write down who the person is, what their problems are, and so forth. Describe the person down to the clothing they wear and what they like to eat for lunch, and other topics interesting to them. You will do a better job at creating the right messages that get results.


  1. What pain points and goals do they have?

The people you want to reach with your messaging usually have some pain points that you want to address. “Pain Points” are simply the problems your audience wants to solve. Examples include:

  • Weight Loss
  • Low Self Esteem
  • Poor Sales
  • Poor Golf Scores

You should know them inside and out so that you can address them in your messaging. The more you can show that you relate to their pain points, the better


  1. Can you offer solutions to them?

Once you know their pain points, can you offer any solutions to them? If you focus your messaging on solutions rather than problems, your messaging automatically becomes very relevant to your audience.


  1. How can you create more value?

Whenever you can, find a way to add value to your messages. A good way is with a checklist that solves one of their pain points, or a cheat sheet, a white paper, or something that helps them with a problem or part of a problem.


  1. Can you prove your claims?

A great way to create relevant messaging is to show that you can prove any claims you make. You can do this with case studies and testimonials. This will help your audience trust your messages more.


What Your Messages Need to Include

  1. You must know your audience well:

It is imperative to study your audience. You need to know exactly who they are and what they do in their free time. You need to continuously study them to find out what their pain points are and other preferences that they have. This will help you create your messaging to be more relevant and effective.


  1. You must know your product (or service) well:

Anyone dealing with customers should know their products and services backward and forward. Train yourself and your customer service team so that they can help customers with all aspects of your products or services.


  1. You must include a CTA (Call to Action):

In every message you send, whether it’s a sales page, an email message, a blog post, or a social media post, you should include a call to action. Your CTA is vital for ensuring that your message is actionable. If you cannot think of a CTA, you may need to rethink your message.

Creating messages that are relevant, personalized and actionable takes just a little extra work, but the payoff is amazing. You are going to boost your profits exponentially.


Here is a book that offers suggestions on improving your communication to your audience. Click here for “Everybody Writes.”


As Rosie the Thunder Dog would say:


Eight Tools to Check Your Writing Mistakes

Eight Tools to Check Your Writing Mistakes


“Wise men speak because they have something to say. Fools speak because they have to say something.” –Plato



Writing doesn’t come naturally to everyone. Even good writers need help. These tools will help you improve your writing. Sometimes the suggestions will not make your writing better, though. Therefore you do need to understand the English language and grammar enough to decide if the suggestion makes sense.


  1. Grammarly:

This is a great plagiarism checker and grammar checker. You do need to have a basic understanding of grammar yourself to use the tool, but it gives suggestions that might make your writing better. You can use this both online and as a plugin for your Word application. Click here to vi


  1. Copyscape:

This tool simply checks for plagiarism. It’s great if you want a one-feature helper that’s fast and easy to use. You can cut and paste each article into Copyscape to ensure your content is 100 percent unique. Click here for more informa


  1. Hemingway App:

This online tool is free to use and will help you write bolder, clearer and simpler prose. You can use the desktop version or paste in your text in the online version. It tells if your sentences are too hard to read, if you use passive voice, and more. I really like this program. My passive voice is fast disappearing! Click here for the


  1. Wordcounter:

Keyword density is a fact of life. Google will punish you if you overuse a word in your text. If you fear that you overuse certain words, this word counter will list the words you use and count them. That way you can make sure that you’re not overusing any particular word. This will help you stay below that two percent keyword density that you seek.Here’s the


  1. Grammar Girl:

This feature on is an amazing way to double-check whether or not you’re getting a confusing concept right. Just do a quick search and she’ll explain the concept to you in a way that you understand and don’t forget. She really has good advice. Here is her li


  1. OneLook:

Use this online dictionary search tool to look in several dictionaries all at once. You will be positive that you know the right meaning for the word you choose to use with this online search platform. Do you want to know more? Click 


  1. Slick Write:

This tool checks grammar, stylistic mistakes and more. If you want to know if you’re being redundant or using the same word too many times, it works great. Many of us have particular words that we like to use; this helps give new suggestions. I suggest that you click 


  1. PolishMyWriting:

This online mistake checking tool will help you make your writing better by making suggestions that might work better. Again, you really do need to know what you’re doing to use this. Start polishing now by clicking here.


These writing checking tools are more than just a spell checker. They help you write strong, clear text that will communicate to your audience effectively. Whether you use MS Word, Pages, or something else entirely, all of these tools can be helpful. Some are free and some have an upgrade. None are expensive. Try one new one at a time so you can learn it enough to get the most out of it.

Start writing now and use these tools to control your fear of writing.

As Rosie the Thunder Dog would say:



How to be Found on LinkedIn

How to be Found on LinkedIn

“You can’t expect to just write something and have visitors come to you—That’s too passive.”—Anita Campbell


The entire point of using social media is so that your target audience finds you. Simply creating a profile isn’t enough to help your audience locate you. Here are six tips that you can use to make it more likely to be discovered.


  1. Create a customized URL:


On your profile page, you have an opportunity to create a customized URL with keywords to attract search engines. Here are some suggestions on where to place the URL:


  • Use it in your email signature line
  • Use it on your website(s)
  • Use it on your Tweets
  • Use it on your Facebook posts
  • Use it on your Google+ posts
  • Use it on your YouTube posts



  1. Customize your Website Links:


You can list three website links on your profile page. Customize these links with keywords to attract people to your profile.


  1. Create Keyword Rich Headlines:


Under your name, beside your picture on LinkedIn, is a place for you to create a headline. Use keywords that describe what you do, Separate the keywords and keyword phrases with the pipe “|” in order to differentiate your skills.


  1. Use Keywords in your Summary:


Under your photograph, name and headline is an area that is called the Summary. You have three seconds to attract your reader’s attention. Use keywords in your introduction sentence to make your profile stand out from the crowd.


  1. Use Keywords in your Experience:


In the area where you input your work experience, it’s important to use keywords there too. Keywords will describe the expertise that you have and help people find you on LinkedIn.


  1. Turn off Privacy Features:


This is key if you want to be found on LinkedIn, or any social media for that matter. Check your privacy settings to ensure that all privacy features are turned off so that anyone can locate you. I am amazed at the number of people complaining about not generating leads and failing to check the privacy option.


Being found on LinkedIn is a great way to improve your career, expand your business, and promote your products and services. I can help you with this challenge with my “Hall LinkedIn Profile Makeover” service. I create killer profiles that “Stand Out in a Crowd.” I can also help you gain more leads with effective social media marketing strategies. But first, you need a good profile.

Connect with me on LinkedIn at

I accept all connection requests. Here are some more ways to contact me today:

Bill Hall

LinkedIn Profile Makeover Consultant

LinkedIn Lead Generation Expert



Telephone: (US Eastern Time Zone) 352-443-6734

Skype: William.hall55

Schedule a ten minute appointment:


Wrtie a comment below, like, and share it with your friends. Thanks for reading!






The Key to Email Marketing Success

The Key to Email Marketing Success

“Success consists of going from failure to failure without loss of enthusiasm.” –Winston Churchill


When you build an email marketing campaign, it’s imperative that you conduct some form of testing to ensure that your campaign works as well as possible. There are many different types of tests that you can conduct to help you improve your email marketing efforts.

Plain Text versus Visual Message

You have a lot of leeway today in your ability to send beautiful and artistic messages. But should you? In many cases, plain text messages outperform visual messages. It depends on your audience, but you should conduct a test to be sure. Divide your audience and send half of them the visual message and half the text version.

Different Layouts

How your email layout looks may make a big difference too. When testing layout, change only one small thing. And again, separate your audience into two, and then send the different versions to each audience. How do they perform?

Call to Action Placement

Where you place your CTA (Call to Action) can make a big difference too. When you test your CTA placement, you only want to test that one thing. That is the only way to ensure that you’re testing for the CTA placement.

Use Your C

Time of Day

Another test that you should do is test the time of day that you send your messages to find out what time of day gets more response. You may find several times of day and days of the week that get more traction than others. This may require multiple tests to get it right.

Types of Content

You can send a lot of different types of content via email today. You can send video, links to full articles, links to sales pages, and put contextual information inside. It’s up to you. But what does your audience prefer? The best way to test this is to break it up. Try to focus on one type of content at a time in your testing.

Message Tone

Another thing you can test, which is a little riskier, is the tone of your message. For example, if you have unresponsive sign-ups, you might want to try a more aggressive approach to finding out if they’ll respond in some way even by unsubscribing.

Subject Lines

Trying different subject lines is the best way to ensure that your message gets opened. The key with subject lines is to be direct, using keywords and without trying to trick your audience into the opening. It’s better that they open it with accurate thoughts as to what’s inside.

Here is the truth: testing is the key to email marketing success. It’s one of the ways that you have full control over the success you experience.

Do you want to learn more about email marketing? Here is a bundle of books on “Email Marketing for Beginners, Strategies and Tactics.” Click here for the boo


As Rosie the Thunder Dog would say:



How to Develop Strong Content

Developing strong content is an important part of digital marketing. Your online content strategy is an imperative if you want to be successful.

The first thing to do is determine what your goal is for any one piece of content. It might be to get more leads, to move prospects through your funnel, or something else entirely.

* Use Different Forms – Content is not just written. Content is images, video, headings, and everything you put online. Content drives all activity online including marketing, engaging, and encouraging your audience.

* Use Compelling Imagery – The images you use throughout your marketing efforts are important. You want them to represent your brand and help send the right messages to your audience. Also, you should be careful about where you get images to ensure that no copyright infringement takes place.

* Outsource to Experts – If you’re not sure what to do and you’re not making much leeway with the content you’ve created thus far, seek out the help of professionals. There are experts who can develop your entire content strategy and even find people to create it, while you just manage it and approve it.

* Turn to the Calendar – Look online for a calendar that lists all the crazy types of holidays and special days that exist the world over. Create content for silly days like National Pickle Day or serious days like Human Trafficking Awareness Day. If you can find a way to incorporate your goals into the content, you’ll get traction.

* Match Content to Your Promotions – One reason you need to determine in advance what products or services you’re going to promote, is so that you can match your content to it. For example, if in the second quarter you know that you’re going to finish and start promoting your new course, you need to be developing content that seeds your audience well in advance of promotion.

* Don’t Forget the Trends – While most of your content should be planned well in advance to ensure that it has time to do its job, don’t forget trending information. Every day there is a chance that something completely changes, and that should be acknowledged by including trends in your content creation.

* Don’t Forget Your CTA – All your content needs a call to action of some kind. Your CTA depends on what action you want your audience to take. It might be buying now; it might be share; it might be sign up. Whatever it is, you must always include a call to action with your content.

* Tell Your Brand Story – Throughout the content you create, find ways to include and expand on your brand story. Adding bits and pieces of your story to your content makes it more personal and helps to explain your why. And more important in the minds of your audience, why you to them.

* Promote Your Content – Often the one missing piece to a winning content strategy is failing to promote the content that you create. You should promote across your social media networks, ask others to share, and encourage commenting. Also, don’t share once and then stop; share each piece of content proudly multiple times.

* Keep Going – It’s also important to keep going. Keep publishing excellent and strong content with your audience. If the content you’re creating isn’t time sensitive and offers a lot of good information, keep sharing it and promoting it.

Strong content development is something all who wish to be successful with digital marketing should be involved in. You can’t just throw up any type of content and expect to meet your goals. You need to know your goals, and then choose the type of content that will help you meet them.

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