Shorten the Journey – Increasingly, online experiences with companies and products have reinforced the loyalty loop in the consumer decision cycle.  In addition, with today’s online existence, these customers can be a strong extension of your marketing/sales efforts by recommending your products/services to others and defending you when issues/problems arise.  Illustration – McKinsey Research

Social media – blogs, social sites, chat rooms, discussion forums, YouTube, microblogs – have grown rapidly, have become popular for consumers and companies.

The key reason is that people want to establish their identity, feel connected. 

The power of social media can be realized by your organization by integrating the online data with your customer/marketing data.

Much of the online activity today is being done by communications or PR people.  Their information is seldom shared/leveraged so the long-range benefits are lost to the organization.

Social marketing is a top-down activity that incorporates marketing, communications, product design/development, HR, customer service/support…and IT.

It’s all about building a personal bond with your customers for the long-term.

Come On In
According to ORC (Opinion Research Corporation), companies are welcome into the social network communities as long as you follow the rules:

• 51% said companies should have a presence but shouldonly interact with consumers as needed or by request
• 34% feel companies should be in social media and interact regularly
• 15% say companies should sit in the balcony or stay home

According to a recent Razorfish study, an impressive 64% of connected consumers had made their first purchase because of their digital experience.  In addition:

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Lights, Camera, Action – Grab the consumer’s attention and hold it with video. Educational, informational, how-to videos can be quickly, economically produced and posted on the Web to not only get your product message across but to use in your customer support area to help consumers resolve their own problems, answer their questions.

Until recently, you exchanged information, ideas in words, pictures, diagrams.

You talked in meetings, you sent emails, you showed pictures/ppts. All the while, you were thinking, talking visually.

Today, people are increasingly going online to watch all types of videos – entertainment, education, information. According to recent projections by eMarketer, more than 87% of the Internet users watch video content online:

• news
• comedy
• movies, TV
• music videos
• sports
• commercials (honest!)
• non-professional videos (think dumb, dumber YouTube)
• podcasts
• animation
• education

As you move more of your consumer communications to the Web, you need to make your information, your messages more interesting, more entertaining by adding video content. Short videos – product demonstrations, applications, installation, troubleshooting, technical discussions – are meeting this need. In addition, many organizations that have integrated video into their social media activities have seen their material go viral. It is being used by channel partners, linked by blogs and other social media sites and shared by viewers everywhere.

Online consumers share the video:

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How May We Help – Every company, every manager will encounter his/her worst nightmare on the Web.  If they have a real problem/issue, recognize it, resolve it, thank them for their assistance.  If the consumer is unreasonable, take the discussion offline and try to turn them around or simply say thank you and let them leave.

One of the biggest problems every executive has with social media marketing is when a consumer takes a potshot at the company/product online.

The first thing you have to realize is that your company, your products, are being discussed on the Web – favorably or unfavorably. And whether you like it or not…those discussions won’t disappear by ignoring them!

The sheer volume of information available in the social media arena has shifted the balance of power from companies to consumers.

Because of the information overload, people become skeptical of company driven marketing messages/efforts. 

They make their buying decisions independently based on “others” and their own research. 

People who buy something and have a good experience tell others. 

Folks who don’t, tell a different story.

Happy Customers
Instead of having an elaborate social media outreach effort, companies spend your time, money, effort ensuring that existing customers are satisfied – hopefully, insanely happy.

Then, they’ll tell everyone else and the fever will grow.

Loyal customers do the company’s marketing/sales pro bono.  They defend the company/products online/off.

These folks are the ones who keep firms from becoming commodity sellers.

You drive customer loyalty with customer service.

And according to Forrester’s Zach Hofer-Shall, customer service isn’t a department, a job function.  It’s everyone.

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Customer Relationships – The social media arena enables companies to direct very customized messages to specific segments more efficiently and more effectively than broad-spectrum messages.  One of the key benefits of this 1:1 approach is the opportunity to win customers and retain them for long periods – hopefully a lifetime.  Illustration – IDC

Social media –1:1 marketing and communications is so new, it sounds glamorous.

Some see it as a new sense of freedom, romantic even.  Just you and him (or her) bonding, building a relationship, building sales. The first thing the company has to do is forget about employing their mass advertising thinking to social media.  People don’t want, expect, appreciate marketing messages being pushed at them on the Web. According to a study by Digital Brand Expressions, nearly all of the firms surveyed in the consumer industry are committed to carrying out a social media program.  Research where respondents were asked who should be dealing with the social media activities shows how clear “ownership” really is:

• 94% said it is a marketing activity
• 71% thought public relations should handle it
• 55% said social media should be of the sales related activities
• a mixed number said HR and customer service should be involved

Meanwhile, most companies appear to be shooting from the hip, with no cohesive game plan or measurement systems in place.

Over-Planning Fails
According to Digital Brand Expressions, less than 41 percent of companies have a cohesive, strategic social media plan.  Fewer yet have policies/protocols for handling/managing the activity.

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People Are Talking – Customers have gained a new sense of enablement with today’s 1:1 social media by being able to express themselves globally with effortless Web outlets.  They can voice their opinions, their issues, their concerns, their recommendations to anyone who does a little surfing to find their information postings. In this industry, you have both B2B (business-to-business) and B2C (business-to-consumer) communications. B2B was easy.  You talked with distributor, retail management/buyers. B2C was something usually left to customer service/customer support because it was a product/service question/problem.  It was resolved…life went on. Web 2.0 social media changed it all. The Web’s social media watering holes have made it possible for people to get more purchasing assistance beyond their own reading and the folks next door. Suddenly, guidance, assistance – more than you ever wanted to know – are only a few clicks away.

They’re There
Right now, probably three billion people are online with more than three million plus social media options: 

• blogs
• micro-blogs (Twitter, Yammer)
• Wikis
• Public consumer Nets (Facebook, MySpace)
• Private social net tools (Lithium, Mzinga)
• Public news, information, fun sites (DigitalMediaNet, YouTube, CNet, etc)
• Consumer websites (AlienBabelTech, JocGeek, OcModShop, more)

Information, recommendations – good, bad and ugly – are everywhere. It has also become more difficult to separate fact from fiction, hype from reality, blind love/lust from true satisfaction. Right now, hundreds of millions of consumers worldwide are using social networks, blogs, microblogs, online forums and video-sharing sites. Word of mouth leads to 50+% of most purchasing decisions. Beats ads, literature, trade shows, demos, publicity, you name it hands down!

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Millions Waiting
The reach of the Internet has opened the door for companies to be in direct touch with millions of individuals who want to obtain information and discuss your company, products, services and your capabilities. They have thousands of online outlets to research virtually anything – and anyone – who exists on the planet.  The challenge for companies is how to participate with these people, win them over or neutralize their issues.

There’s so much information and misinformation surrounding the power and magic of social media, company management and marketing probably feel like a deer hypnotized by the headlines of a semi on the highway. Everyone “knows” social networking is going to change the face of company/product marketing. It will reshape the relationship with a firm’s partners and customers. It will potentially reshape the consumer’s impact on the company. We all know that word-of-mouth “advertising” is the most powerful – good and bad – promotion for a company that exists. As a result, companies, departments, individuals are setting up social network pages, signing up for microblogs like Twitter, establishing management/marketing blogs on their Web site and establishing customer forums on the Web. The challenge is to see the true value of social media for your business, your activity. 

Tackling the Unknown
Most managers are (understandably) uneasy about social media activities because it turns the conventional idea of marketing, brand image management upside down. Today’s customers don’t want to be advertised at; they want to research products/services in their own time, in their own way.  They want impartial opinions from other consumers and product experts about the promises made by the company/product.

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Jack Nicholson said it best in A Few Good Men…”You can’t handle the truth!” We can agree because we’re not one of the thousands of newly anointed social media PR experts! But of course you are. After all you’ve got your company/personal Facebook pages. You’ve got your company/personal Twitter accounts. You update your Facebook pages and Tweet constantly. Boss has got to love you when you tell him/her Facebook just surpassed 500 M users and Twitter has 120 M+ users. OMG you’re awesome!!!! Of course some things are in disarray but hey they are so yesterday! Yeah your corporate press section has a form media folks can fill in for pretty quick publicity assistance/information…hey 3-4 days is quick. Your press section has all the HTML releases, authorized images. A few real comprehensive website press rooms have contact names and 9-5, M-F office numbers.

Look But Don’t Touch
If a customer has a problem or is really ticked and happens to reach you begging…pleading…crying…screaming you simply send them to customer service – in Bangladesh. There…another great customer contact!

A recent article in the Wall Street Journal noted that everyone is promoting their social media marketing/communications expertise.  Or as Forrester’s Sean Corcoran said, “You can’t walk out your house without bumping into a social-media expert today.” And the latest issue of Business Week had a great article on the hot new job…social media director. Reading all the noise surrounding social media you’d think it was the second coming. Man it’s the brave new world for individuals/agencies. Finally a real job you can sink your teeth into.

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There are people out there – lots of people – who want to do the lowly news release in once and for all. A good acquaintance of ours, Tom Foremski, gave sound reasons for feeding them to the lions several years ago. Tom wanted the old, shameless boss sucking up, acronym bit bucket release to die.   You know the throw-away quote that says how brilliant he/she is.  The constant stream of letters that drives you to Wikipedia to decipher. He asked/pleaded/demanded that people cut to the meat and leave the fat on the side. For all the other information, he suggested that folks use links.  He also wanted publicists to learn how to use SEO (search engine optimization) and use it … religiously. Foremski’s issues with releases were reinforced by a recent journalist survey that showed releases were still effective… assuming the content is “high quality and well targeted.” Sheess…sounds like work! Now that we have a growing crop of public relations/social media specialists, things should be getting better for editors, reporters, bloggers, journalists.

Naw!!! Quality hasn’t changed but quantity has “improved.” It comes by email (embedded and attached) by the gigabyte (a huge bunch of data). It comes by the most fashionable social media. Some still comes by fax and smail! Shotgunning a lot of the stuff doesn’t mean people think it’s very important.  Just means you don’t have an idea and bandwidth is so cheap so… You’re simply insulting a journalist’s intelligence with stuff that is poorly written, incomplete, laden with incomprehensible acronyms and so self-serving that the “works of creativity” do the firm more harm than good. Ask your favorite reporters, editors, webmasters, bloggers.

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For many small companies, the thought of doing marketing could definitely be classed as hard work! Where do you start? What should you do? Have you got enough time to do it? 

So the thought of using a marketing company to do the work for them sounds like the best answer in the world. Here are my top tips to getting it right: 

1. Be very clear on what you want the marketing company to do for you – is it telemarketing; is it developing your website; is it creating a brand? Too often, client will say “we just want more customers”, but that involves marketing and selling – what do you want the marketing company to do?
2. Make sure that you or your marketing company put in place a structure to have regular catch up sessions where you can make sure everything is working for you or voice any concerns. Working well with a marketing company is all about developing that relationship.
3. Don’t forget to give marketing a chance with your marketing company – marketing often takes a while to work. Having said that, make sure that you give it chance to work within reason, bearing in mind point 4 below.
4. Test and measure. What I mean by this is monitor what is happening with your marketing company and if what you’re expecting to happen doesn’t happen, stop using them. I have known people to be very unhappy with the company they’ve been using from very early on in the relationship and yet they’re still using them 15 months later! If it isn’t working (after a trial period) then stop.
5. Get references and testimonials. Check out the marketing company you’re planning to use before you use them. Find out who they’ve worked for and what the results were.

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When pitching a story idea to a reporter, remember that they don’t really care. Your job is to make them care. A well thought-out, concise pitch will ensure you don’t strike out. Give them a great story that is unique, timely and will help make their job easier!

Understand that reporters are contacted by PR people all the time, and may very well be in information overload by the time you connect with them.

A pitch needs to be worthwhile to the reporter, otherwise they have no time to hear about your website, business, product, or life story. Make sure to provide value to the media. When you reach out to a reporter, develop your story angles and develop your media materials in advance.

You can make this more useful to a journalist by developing story angles from a reporter’s perspective -not a business owner’s, conducting yourself in a manner free of hype, clichés, and puffery, using proper etiquette when contacting a reporter or editor and providing interesting statistics that the journalist can quote in other industry round-up stories.

What not to do when pitching is to pitch without knowing the reporter’s body of work, send attachments with your pitch, or automatically use the “BCC” (blind copy) feature when sending an e-mail pitch to multiple journalists. It has to be personal whenever possible – so take the time and tailor your list to each journalist or editor. If you do “BCC”, ensure that the group you are sending the release to is alike enough that you can put a short message in before you embed the release in the email.

Don’t create an entirely new term for what you do. Always use industry- standard vocabulary and focus on using features and clients to set your company apart from the competition.

Never ignore the importance of relationships; PR is first and foremost a relationship business.

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What is a landing page?

Sometimes known as a lead capture page it is used for online marketing. It is a web page a visitor reaches after clicking an online ad or link. It is a way to convert web clicks into clients. The page will contain detailed content of the product or service mentioned.

There are two types of landing pages:

1. Organic or “reference” landing page:

An organic or reference landing page presents information that is relevant to the visitor and used for advertising or campaigns and usually not part of the main site but geared toward a specific source of traffic. These can display text, images and links to direct to the main site.

2. Transactional landing page:

A transactional landing page’s goal is to persuade the visitor to complete a transaction and buy the product or service by filling out a form or being involved with the advertisement on the page.

5 must have components for your landing page:

1. Strategy – create an interesting headline, since that is the first thing the visitors read. Create a Unique Value Proposition that will describe the market and the difference between your competitors and your own business

2. Lead – must be interesting enough to capture your visitor’s attention and make them want to keep reading

3. Benefits – this is your chance to really sell your product. List the benefits of your product and what it has to offer your visitors

4. Offer – this asks your visitors to purchase, sign up or opt-in

5. Look and feel – make sure the page has critical elements that builds trust and worthiness to the visitor

5 practices to keep in mind:

1.

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Most people associate the word personality with individuals. But businesses can have personalities too, and the image and feeling of a more distinctive business are likely to remain with customers.

Think of all the different types of stores. Their personalities are defined by their unique style or atmosphere, as well as by selection of products and customer service. This combination makes up their personalities. Some have friendly approachable workers; others are more upscale, discriminating and offer wine and champagne while trying on clothes.

Other types of personality businesses such as Harley Davidson are known for their rough and loud personality. (Believe me – if you didn’t want people to know you are coming, you wouldn’t buy a Harley!)

You can give your business a personality make-over by taking it in any of the above directions. Even if you don’t have the resources to completely redesign your image, you can be creative and make changes over time.

Personality also includes a friendly staff (and the willingness of staff to go the extra mile for customers). You should always remember that what customers remember most about your business is how efficiently any transactions are carried out by sales help – whether you are a retail business, technology business or professional consultant such as a lawyer, consultant or real estate agent. You, as the owner, may have the best intentions of giving outstanding customer service. But if your front-line staff doesn’t follow through, your efforts to be known as a business with a wonderful personality will be wasted.

As the owner, put yourself on the front line as often as possible, working with customers and directly influencing how your staff treats anyone who walks through the door. Find out what customers want. Don’t hide yourself in the back office. That’s the surest way to lose touch.

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Creating your Key Messages – Part One

WHAT are Key Messages?
Key messages are phrases of different lengths that provide a description of your company in very succinct understandable terms. These messages take several forms and can be used in multiple ways. One of the forms is called an Elevator Pitch, which is essentially a description of your company in 10 seconds or less (the time it takes for a short elevator ride). In fact this is one of the more critical messages since 10 seconds is usually all you get to describe your company to someone. There are also short messages and long messages depending on the objective you are trying to serve. Additionally, you will need a company profile (“About ABC Company”) and/or personal biography for your media releases.

WHY do you need Key Messages?
You need key messages to communicate to the outside world, whether to media or clients. Your key message must be consistent and communicate why you are different – or your unique selling proposition (USP). It also helps your employees when they are speaking with clients. Have you ever asked someone what he or she does, or what his or her business does and still not really know after they have told you? This is because they have not developed key messages.

Key messages will help you in all aspects of your business – from sales and advertising, to media relations and speaking engagements. Every time you speak to people and they ask, “What do you do?” it is an opportunity to sell your services/products.

When embarking on a media relations program, you never know when the media might call – messages done ahead of time help you to always be prepared.

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Gen X, Gen Y … Creating Havoc for Marketers

“Whatever you’ve got to tell me, I’ll find out through the natural course of time.” – Dr. Emmett Brown, Back to the Future (1985)

We hate kids…O.K., the word “hate” may be a little too strong. We’re jealous of ‘em!!! There, we said it…we’re glad…we’ve got two of our own!!! We’re part of the Baby Boomer Generation–(there are two parts – 1946 – 1964). Then, there are the Gen Xers (’65 – ’78). Then Gen Y (’79 – ’89). Now, it’s the  iGen (1990 – 2009).

No, that isn’t the “i” Jobs would like. It’s the “i” as in instant, immediate, individual. They’re creating havoc with business because we simply cannot figure out how to monetize tomorrow’s hardware, software, service solutions.

We loved the old CEA (Consumer Electronics Association) chart of technology adoption:
- PCs took 21 years for 50% household penetration
- Color TV took 13 years
- Cellphones took 12 years
- Cordless phones took 15 years

Notice anything? Yeah!  Mainstream adoption is taking less and less time. The younger groups start out with a clean slate.  They’ve never known a world without their toys and they’re a natural part of their lives. Or, as Marty McFly said, “Which… is what makes time travel possible.” Just look at what it took for our newer technologies to gain critical mass.

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Misconseption 1. Purchase price should at least cover what I spent on the business
Put yourself in the buyer’s shoes (I will use this phrase a lot, so get used to it). As a buyer, you’re buying a business for the income. You don’t care much how much the seller spent on it, but rather how much money it puts in the owner’s pocket. If the owner spent one dollar and the business is generating one million dollar in profit, it will be treated as a million dollar business. If the owner spent one million dollars and the business is netting one dollar, it means that the owner wasted one million dollars, regardless how beautiful it is.    

We were approached by a classic car dealer who just recently built 30,000 sq. ft. indoor showroom with body and repair shop for restoring the classics. It took him half a million to build out and another half-million to put inventory in it. Eighteen months passed by and the dealership was still losing money. The owner told me a lot about uniqueness of the business, and that nobody else in California can do the restoration work they do. Apparently there wasn’t high demand for such unique work, especially in today’s economy. Instead of generating income for its owner, this business became liability.    

We presented the owner with business valuation that included cost of inventory and modest goodwill that will be recognized by strategic buyers. Owner found another broker who promised to sell the business for $2 million – twice as much as the owner invested in it. Despite the fact that we tried to explain the impossibility of any buyer paying so much for a business that’s losing money, and would be cheaper to start from scratch, the owner decided to go with the latter broker. Unreasonable expectations superseded common sense.

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Converging forces are at work to revolutionize public relations as practiced in today’s social media landscape. Business now finds itself compelled to open new channels of communications in its’ quest to influence its’ publics and to establish a position of “thought leadership.”  Thought leadership is rapidly emerging as the key to enhancing company, and entrepreneurial, credibility and to influence decision-makers in every field of endeavor.

Strategic “thought leadership” focused public relations is now an essential tool in the quest to enhance company image by differentiating one’s philosophy and offerings in our highly commoditized, information-cluttered mediascape. It helps to build a favorable attitude toward a company, its products and management through the recognition that the company is a master of its business, considers the needs of its’ customers and the larger society, and comprehends the direction of the marketplace.

Many Still Spewing … While many companies are still content to spew news releases into the Internet through myriad paid or free PR distribution channels, such scatter-shot efforts pay few dividends and do little to position a company for leadership. What is required instead are strategic campaigns that emerge from a company’s mission and that consistently communicate an original, forward-looking perspective on core industry challenges.A thought leader company actively promotes ideas relevant to its marketplace and to the larger society which its processes impact. By joining the industry conversation, and addressing pivotal issues with authority, one will, with consistent effort, come to be recognized as a leader in that field. The resulting leadership aura demonstrates to the market that your company has the experience and knowledge to support its words – that you can walk the talk.

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Arby’s is one of the most renowned restaurants in the United States today and is currently offering interested individuals an amazing opportunity to join the franchise. With a lot of advantages, including ongoing training and support, it is an opportunity not to be missed. Providing you reside within the United States, all applications are currently being accepted.

About Arby’s
Arby’s was established over 40 years ago and is one of the most recognizable food and restaurant industry brands available today. There are currently 3,700 outlets in the US alone and the demand for the food and excellent customer service is incredibly high, which is why expansion is urgently needed. The restaurant chain has built its name in fast food by offering a variety of Market Fresh salads, sandwiches, and wraps, as well as hot meals that are served in a light and fun-filled atmosphere to give each and every customer a unique experience.

Arby’s is a very family oriented company and thus appeals to individuals of all ages and from all socio-economic groups, which is undoubtedly part of its charm. With bright, welcoming décor, appetizing food with something for everyone on the menu, and fantastic customer service, it is a highly profitable business and one all franchisees can benefit from with the level of training and support that the company offers.

So What Is In It For You?
Arby’s is more of a national institution than a major brand these days and can make your business venture worthwhile before you even open the doors to your own restaurant! Featured on films and in TV programs, the brand awareness is amazing, but that is definitely not all you get for your investment.

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911 Driving School is currently accepting applications from individuals seeking a profitable and enjoyable franchise opportunity. There is comprehensive ongoing support and training available for franchisees. Interested parties from within the United States are encouraged to apply but applications from Virginia, Maryland, Illinois, Connecticut, and North Dakota are not accepted at the moment.

About 911 Driving School
911 Driving School is a new but unique franchise opportunity that is attracting interest throughout the United States. The main reason for this is because it has one unique focus that no other driving school has. Its philosophy is to enhance the safety of drivers when they hit the road on their own and their available programs actively reflect that. As the emphasis is on safety, 911 Driving School attracts many drivers and that makes this business opportunity genuinely profitable.

911 Driving School offers exclusive driver’s education programs that are taught solely by police officers. Having law enforcement officials as instructors is innovative and helps to prepare students for their driver’s licenses by passing on knowledge, expertise, and a great level of responsibility. The police officers train all drivers well to ensure that they are fully prepared for driving before their tests, thus they teach defensive driving techniques in addition to the legally required level of training.

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The Web Is Fun But Written Communications Gets Things Done

“Forget about the weapons there mate, it doesn’t matter. Forget about the weapons!” – Wikus Van De Merwe, District 9 (Key Creatives – 2009)

If we listen to our kids and all of the glowing reports, the world revolves around social media:
-    YouTube serves up as many videos as McDonald’s serves burgers…but McDonald’s makes a profit.
-    Facebook – according to “them” – hosts more videos than YouTube and they also make a profit.
-    LinkedIn is where professionals meet and profitably exchange business stuff.
-    More people follow your and my tweets; and no, they don’t make “much” money
-    With all the content out there, P2P has been replaced by links to great video
-    New smartphones put everything from everywhere in your hands anytime, anywhere

Our daughter doesn’t understand why we actually look forward to opening our email all the time–especially since most of the stuff in the inbox is SPAM (about 85% WW). Maybe it’s because we remember using dialup, opening our email and hoping someone on the globe wanted to talk with or exchange an idea with us. Those were the days!

Open the inbox and there were 10-40 emails from real people who wanted to “talk.” The number is still about the same. Of course, now we have to wade through 100-400+ spam messages to find them. Actually, the percent of email SPAM WW has gone down, but it’s still a lot … a lot of marketing stuff.  A lot of … well, you know.

A Lot But – Sure, you still get a lot of SPAM when you open your inbox; but believe it or not, the volume has decreased.   Better use of filters keeps most of it at bay.  Even with the email SPAM, the social sites are more dangerous to navigate because that’s where cybercriminals are focusing so much of their attention.

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It might only be the start of July, but already I can sense people starting to wind down for the summer. People are telling me that that they are feeling tired, struggling to get through their normal work, let alone do any PR. They are eagerly awaiting their summer break or just in a whole different state of mind.
 
And yet, leave a glaring hole in your PR activities for the next two months and it’s just like starting all over again come the Autumn.
 
So, what do I think you should at least be doing this summer…?
 
1. Tip Sheets 
Write  a “7 ways to”, or “The Top 5 Myths about” article. Break up those 7, 5 or whatever number of points into separate emails and schedule one tip or piece of advice to go out each week as a series over the summer months.
 
Even if you have no press releases going out and are making no follow up calls, the press are still getting regular contact from you and you are continuing to build your brand.
 
2. Schedule in some Networking Events 
You might think that it’s not worth it as there will be fewer attendees, but the reality is that you are more likely to strike up a quality conversation when people are relaxed and there’s less of a crowd competing for your attention. 

3. Use an Intern 
If you’re anything like me you may well have projects that you just never seem to have to finish, or ideas that you haven’t got around to implementing. Using an intern, whether it’s a student or a keen teenager, for the summer, might be one way of getting them off your to-do list. 
 
4. Boost Your Blog 
Many of my clients know that doing a blog would be a wise move, and many of those actually enjoy writing so it won’t be too much of a chore.

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