Published by Patrick on 28 Aug 2008
Archive for August, 2008
Published by Patrick on 27 Aug 2008
Finished collating handouts fo…
Published by Patrick on 26 Aug 2008
2008 Internet Marketing Conference in Vancouver
I’m getting ready to fly up to Vancouver for the 2008 Internet Marketing Conference (IMC). Last year, the conference was held in Stockholm, Sweden. It was the first conference about internet marketing that I attended and it was a spectacular experience.
My workshop was entitled “Monetizing Trust; Bringing Your Audience from Rapport to Revenue” and it was well received by the audience. This year, I’ll be chairing two sessions, both about Social Media. The first is a panel discussion with Warren Sukernek, Jacqueline Voci and Julie Wisdom. The second is workshop devoted to Social Media and the opportunities to integrate multiple platforms to communicate more effectively with your audience.
It’s an exciting time for me. I just finished my book: Make Yourself Useful, Marketing in the 21st Century. And my website now has over 350 pages on content on it. Together, they offer a good synopsis of my expertise along with the credibility to share it with others. IMC 2008 will be my first opportunity to offer my book to the public.
The interesting thing will be to hear the thoughts of other experts in the same field. Social Media has grown to include so many different platforms (including YouTube, Facebook, Twitter, Utterz, Flickr, Digg, StumbleUpon, Wikipedia, Meetup, all the various forums, BlogCatalog and blogs in general) that everybody has a slightly different angle on the opportunities available. The panel discussion will undoubtedly raise some fascinating possibilities.
When I was in Sweden for IMC 2007, I went out for dinner with 13 other speakers. Between the 14 of us, we came from 11 different countries. I doubt the participants will be as diverse this time around but I’m really looking forward to meeting the other speakers and all the attendees. Conferences like these are incredibly valuable in a networking sense and can quickly add to your business in ways you’d never imagine beforehand.
To top it off, Vancouver is one of the most beautiful cities in the world and the weather in September is hard to beat. I would encourage anyone interested in Internet Marketing to attend this conference. Not only will you meet true experts in the field but you’ll also be introduced to a growing niche of modern marketing that’s far broader than most people realize.
Published by Patrick on 19 Aug 2008
Structural Internet Marketing Elements
There’s a lot of talk these days about how to attract more people to your website. Heck, I spend a lot of time talking about that myself. I even host the hugely popular Internet Traffic Carnival every Tuesday! But the conversation often leaves out an important part of the equation. It leaves out all the structural elements you can add to your website to make it more search engine friendly.
The first thing you want to make sure of is the URL format you’re using on your site. Take a look at the permalink of this post. It includes all the words in my post title. This is such a simple detail but is incredibly important. It even motivated me to move my entire website over from Joomla to WordPress back in March 2008. The words you use in your title are powerful keywords and you want them to be included in your URL.
Next, you need to identify the keywords you’d like to target. Once you’ve decided on a few phrases, you need to start building your site around those phrases. As an example, I wanted to target the phrase ‘Internet Marketing Services’ so I built 68 new pages on my website, all about Internet Marketing Services. I did that by creating separate landing pages for every local municipality along with that phrase. I also created a similar landing page for every single state, again including the keyword phrase in the title.
Having all these pages caters directly to the search engines. They see all these URLs and index my site accordingly. It also dramatically increases the odds that my page will pop up when someone searches for that particular phrase. Will my site come up for every single state? Of course not. But it will come up for a bunch of them and I expect it will measurably increase my traffic once the search engines have cached all my changes.
The last thing I did was include a paragraph at the bottom of each page stating that Tactical Execution is located in Walnut Creek, California, in the East Bay region of the San Francisco Bay Area. This text, along with all the links pointing to those pages, also increases the density of keywords while magnifying the exposure of my most valuable keyword phrases – the ones in my own location.
You will also notice that each page has unique content and the images also have keyword-rich names. In fact, I even optimized the ‘alt’ and ‘title’ tags for each image. The end results is a series of nicely optimized pages that push my site higher on the search engines for the exact keyword phrase I’m targeting.
It’s important to realize that anyone can do these sorts of things. Yes, it’s a lot of work. It takes a lot of time. But it’s an opportunity open to everyone. And it works particularly well for businesses where you can add a locality to the keyword phrase. By doing this, you dramatically reduce the competition you’ll be facing, making it a lot easier to get to the top. These are all structural elements that play an important role in internet marketing. Give it a try and see how your Google ranking changes.
Published by Patrick on 10 Aug 2008
Parkinson’s & Alzheimer’s move into Nursing Home
PLEASE NOTE:
I have not used this website since 2010. Please visit my new website for current information. Thank you! The following was published in 2008 … Well, I’m finally home. I was up in Canada for 19 days and spent most of it coordinating a move for my aging parents from the hospital to Crofton Manor, a seniors living facility in Vancouver, Canada. My sister, Denise, flew in as well and we worked through the process together. The pictures lining the left-hand side of this post are in chronological order. They begin with my sister sewing identification labels on all the linens at the house. From there, we got things ready for the move, had the movers come in, got everything moved into the nursing home and then finally transferred my parents from the hospital to their new home. Here’s the full story. My father has Parkinson’s disease and has been in the fight of his life for the past four years now. Last year, things took a turn for the worse and his mobility is now quite limited. He also has a difficult time communicating – an extremely frustrating reality for a retired quantum physics professor. He’s a smart guy but he can’t get the words out. My mother had a brain tumor in 1997 and finally got it removed in 1999. Unfortunately, we all suspect the surgery didn’t go that well and she has struggled ever since with hissing in her head and mounting confusion. Today, she has Alzheimer’s disease with dementia and struggles with all the changes taking place as a result of her (and my Dad’s) aging. Since August 2007, my parents have had 24-hour in-home care and that has helped them deal with all the medical requirements that have become part of their daily lives. But it hasn’t been easy. The careworkers represented a major intrusion into their privacy and my mother, in particular, was upset about their involvement. The 11 months of homecare were marked with almost unbelievable stories of physical accidents, frustration and confusion. It was becoming clear that the medical realities my parents were struggling with were making regular living almost impossible. In late June 2008, the public health system in Canada determined that it wasn’t safe in the house anymore and transferred them to the hospital for a formal assessment. After a few days, it became clear they would be healthier and happier in a nursing home and my sister and I made plans to fly into Vancouver to help with the move. I arrived on July 15th and my sister arrived on the 17th. In between our daily visits to the hospital, we began organizing the house and preparing for the move. My parents have a lot of antique furniture and beautiful old paintings so much of the focus was on the selection process – deciding what to bring and what to leave behind. The daily visits were also very important. The locked ward my parents were in was a challenging place, full of patients all struggling with their own psychological problems. Although my mother had made friends, they were both very eager to get out of there. I don’t blame them. The days drifted by slowly for them and we were all looking forward to walking out of there as a family. On two different occasions, I took my Dad to the house while my sister kept my mother company at the hospital. It was important for him to be involved in the process and go through some of the papers that had accumulated on his desk. It had been very difficult for him to keep up on everything but he was aware of a lot of details we had no idea about. It was also an opportunity for him to say good-bye to the house. The job of going through all the receipts, documentation and unopened mail was daunting. We literally found bags of un-opened mail and my sister continues to work on that job. Amongst the monthly statements and unpaid bills, we found five undeposited checks totaling almost $13,000. The money came from their investment accounts, pensions and tax refunds and the largest check had already expired. Once we started getting a handle on the situation, the selection process went fairly smoothly. My sister measured out a detailed floor plan and we marked in every piece of furniture we wanted and where it would go. By the end, we had a detailed list of items to be moved. The movers showed up on July 22nd. They were excellent. They showed up and got straight to work. With a couple minor stumbling blocks, we got everything into the truck and drove up the road (less than a mile) to Crofton Manor. There was another truck there at the same time, moving in some other resident but we got a parking spot fairly close to the door and started moving stuff in. My sister and I were there much of the day but went back to the house for dinner. After getting our grub on, we drove back to the nursing home and stayed there late into the evening. We were hoping to get everything ready but it was just too much to do. We went back to the house and decided to come back the following morning, before picking up my parents at the hospital. In the morning of July 23rd, we had to do some grocery shopping to stock the place for my parents regular living requirements. But after that, things went quickly. We put up the remaining pictures and fined-tuned the layout. It really looked good, like a dollhouse version of their previous life. All the important things were there and the pictures were hung in the same configuration as the house. We left Crofton and went straight to the hospital, arriving about 10:30. The nurses had already helped my parents pack their things so we were out the door within about 30 minutes. We couldn’t carry everything in one load so I made arrangements to come back again in the afternoon. But the important things fit – my Mom and Dad. The drive from the hospital to the nursing home took just 15 minutes but felt like a world away, especially for my Mom. By the time we arrived, she thought we were in Switzerland, her home country. It took her a few days to get oriented in the new place but she was definitely a lot happier than she was in the hospital. My parents were happy with the work my sister and I had done but there was definitely some sadness in the air. My Dad knew the house was now a thing of the past and had to take some time to get used to the new environment. But the furniture and paintings brought the feeling of ‘home’ to this new place in a remarkable way. Lunch was being served almost as soon as we got there so we had to rush to get down there on time. We arrive at 12:45 and lunch officially ends at 1:00. It takes my Dad a long time to eat and we stayed until after 2:00. The staff was very accommodating but it become clear already that my Dad’s eating patterns would likely become a problem. As it turns out, my parents would later have their meals transferred to the “care side” of Crofton Manor. The good news was that my father would no longer be rushed through his meals but my mother didn’t like the new environment at all. The “independent living” dining room was larger and more elegant. The people had fewer medical challenges and interacted more with each other. On the care side, the interactions were heavily influenced by the medical conditions of the people who live there. In particular, the other dementia patients made conversations difficult. It may sound strange to hear that other dementia patients were frustrating my mother, a dementia patient herself. There’s a reason. My mother has no idea she’s sick. That’s the whole point behind Alzheimer’s. You forget stuff. You forget that you have a problem. You might be completely confused but just seconds later, you forget and still think you are perfectly normal. Alzheimer’s is a tragic disease. It reduces those affected to rubble. They quite literally go crazy but have no idea it’s happening. Meanwhile, the efforts of those trying to help are perceived as threats and Alzheimer’s patients often believe a giant conspiracy surrounds them and everyone is against them. That has been the case for my mother and she has already tried to ‘divorce’ her kids (including me and my sister) and change the will. She absolutely can’t accept that we are helping, not hurting, her situation. It’s important to acknowledge that my parents’ four-week stay in the hospital allowed the medical community to calibrate her medications and she is now far calmer than she was before. That makes life much more pleasant for my Dad and has allowed this transition to a nursing home to go far smoother than I had originally expected. Another development has gone in our favor. My mother has had swollen feet for most of her adult life but the condition has become much worse in the recent time and she now has open sores on her ankles, one on each foot. The public health system sends a nurse in every two days to change the dressing. This wasn’t the first time my parents received such care. My father had severe bed sores on his heels from his month-long stay in hospital last year. The sores became infected and that infection ended up getting right into his bones. At that point, things became critical and nurses were coming in regularly to change his dressing and give him heavy-duty intravenous anti-biotics. The difference is that it was now my Mom getting the care. All this time, she has always believed that the only one requiring care was my Dad. That’s not true. She needs care as much or even more than he does. And even though the care she is getting relates only to her ankles, she is seeing that she needs support as well. That’s changing her perspective a bit and helping in other areas. After my parents finally moved into the nursing home, my sister and I had more time to address smaller details. We went shopping and got my Mom some specialty wide shoes, made specifically for older people with circulation problems. My Mom says they look like nuns’ shoes but they take some of the pressure off her feet and make it less painful for her to walk. There were a number of other smaller requirements. Although we had brought a ton of stuff, there were still a lot of things that needed to come in. My sister maintained a long list that we constantly added things to and crossed things off of. Whether it was diapers for my father or a large garbage container we could discard them into, my sister and I went back and forth from one store to the next, trying to get all the things they needed. Of course, there was also the phone and internet connections. We probably waited too long to get that part organized and my parents were left without phone service for the first three days. And although I’m embarrassed to admit it, my Dad’s internet connection is still not working. We have a technician coming in on Monday to change that. But the nice thing is that they still have the same phone number and email addresses. It’s important to mention that my parents are NOT flying solo in this place. They are on the independent living side of the facility – something neither of them qualify for. We agreed to it because it was the only opening they had and Crofton was one of the only places that would accept my parents together. Most of the other places would require they sleep in separate rooms and that would be a disaster for them. There was another consideration. Crofton Manor is well known as one of the nicest senior living facilities in the Vancouver area and it’s located less than a mile from my parents’ old house. It’s the same neighborhood and their church is only about two blocks away. Getting them into Crofton was a blessing. Anyway, my parents didn’t quality for independent living but the management agreed to it as long as we maintain ongoing private homecare within their senior living facility. So we have a team of workers that come into the nursing home and help my parents through the day. The only time they are left alone is during the night. The arrangement also puts my parents on the waiting list for a spot on the care side. That’s where the story takes a turn for the worse. After all the effort we’ve put into this move, it’s really sad to think they might need to move again soon. The rooms on the care side are much smaller than those on the independent living side and some of the furniture pieces would have to be taken out. My sister and I are both really disappointed that this will be happening. It also presents a challenge because one of us will likely be needed to help with that transition. It’s just not easy for us to leave everything and run up to Vancouver every other month. As it turns out, I’ll be up there for the 2008 Internet Marketing Conference in September so I may be able to help out, but still. It’s an ongoing distraction and we see no end in sight. Personally, I am starting to feel like my parents could stay in the independent living side as long as we keep the care in place. Is it more expensive? Absolutely. But my parents were lucky with their investments and there is enough money to pay for it. Besides, they are already eating on the care side so they are receiving some of the benefits already. That leads to another important topic: cost. A lot of people believe that Canada has socialized medicine so all this care is covered by the government. Nothing could be further from the truth. There’s no question that Canada has a good national healthcare system but they do a financial assessment before they pay for anything and if you have money of your own, they don’t cover much. The nurses that come into their home to change dressings are indeed covered and I have nothing but good things to say about them. They do an excellent job. Also, my parents’ stay at the hospital didn’t cost anything and they were in there for four full weeks. But the homecare is a different story. The homecare has ranged in price dramatically. For the first few months, we hired workers privately and registered my father as a business in Canada. We had to pay all the necessary taxes and benefits but the cost was only about $7K per month. As I mentioned earlier, my mother had a hard time accepting the care workers and tried multiple times to kick them out of the house. Finally, on her seventh attempt, she succeeded and we hired a professional homecare company to provide the service. That increased the monthly bill to almost $18K. Now that they’re in the nursing home, the homecare is back down to about $8K but that’s in addition to the $6K monthly fee to be a resident in the facility. So we’re still around $14K per month. This stuff is not for the faint of heart. It costs a ton of money. Indeed, if my parents had no money, the public health system would take care of it. But it would be a very different service level. There’s no way they would be in Crofton, that’s for sure! Instead, they would be in a public facility and I suspect it wouldn’t be nearly as nice. Anyway, everything has worked out fairly well and I’m absolutely trilled to be home. Before I left Canada, I drove my father’s Toyota Corola to Edmonton to give my brother, Tom. He and his wife, Jennifer, just moved there from Toronto and could use a second car. Since my parents have both lost their driver’s licenses, it made good sense to let my brother benefit from having one of them. The drive to Edmonton is 13 hours long. Beautiful but long. I was planning to do the drive in two days but the cheapest place I found in Jasper was $170 for the night and I only had another four hours to get to Edmonton. I decided to do it all in one run and finally arrived at my brother’s place at 1:00 in the morning, just in time for a cold beer! I stayed in Edmonton for three days and flew home last Sunday evening. Now, it almost feels like a dream. With any luck, things will continue to go smoothly for my parents. I’ve got my fingers crossed. And for the rest of us, I suggest we try to live each day to the fullest. Getting old sucks. And although some people have active lucid lives until they’re 95 years old, most don’t get so lucky. My primary reason for writing this post was to have a convenient way to share all these photos with my siblings. Yet, I know many people who might stumble on it will not be family. If you are one such visitor, you have just received a first-hand glimpse at my family situation. Please respect that. And if you have any comments or suggestions, please use the contact form (rather than the comments below) to send them to me privately. |
Published by Patrick on 07 Aug 2008
Congruence in Business Marketing
On Monday evening, Rosemary Senjem performed her Joy in the Jungle program for my Entrepreneur Meetup Group and led the group through a fascinating journey of creative thinking and entrepreneurial energy channeling. As someone who normally focuses on specific tactics and implementation strategies, her program was not only new to me but was also insightful and even challenging.
Today, we met for coffee before she had to catch a flight back to Minneapolis. We spent about two hours together and she offered a variety of suggestions on how I might improve my business. Central to her evaluation was a perceived lack of consistency between the name of my company and my approach in person. She explained that the name Tactical Execution conjured up thoughts of military and murder for her, while my demeanor was much more friendly and helpful.
These issues with my company name are not new. When I first launched my website, Google Adsense was populating my website with ads about army ringtones and Navy Seal training programs. The problem stems from the double meanings of both words. In my defence, the name was intended to describe my focus on getting things done, breaking strategies into a series of identifiable steps and delivering measurable results. Unfortunately, the same words can be used to describe far less desirable ends.
Rosemary made a good point. The most important ingredient in successful marketing is consistency in message. If consistency is lost, people get confused – and confused people don’t buy. In order for people to reach for their wallets, everything has to line up neatly in a clear and understandable format. Although Tactical Execution does indeed represent my approach, the majority of people would attribute a different meaning to the words.
Of course, the problem is that everything has already been branded for Tactical Execution. My CDs carry that name, as does my book and promotional material. Countless people have already found my website and/or used my services and they would all have to be updated with a new name. Even though I agree with Rosemary’s assessment, I’m reluctant to throw away the name entirely and start from scratch.
The decision remains before me and I have committed some time this weekend to think it through in more detail. I also plan to search domains to see what else I can find. You never know. I might find something brilliant and glean enthusiasm as a result. Time will tell. But the message remains clear. Congruence in business marketing is essential and inconsistencies only serve to confuse customers and reduce sales.
Published by Patrick on 04 Aug 2008
Twitter Updates for 2008-08-04
Published by Patrick on 04 Aug 2008
Publish Your Own Book on Lulu.com
I just got back from 20 days up in Canada. Was it a vacation? Not exactly. I was up there to help my parents move from their home to a nursing home. They were in hospital when I arrived but they are now getting settled in Crofton Manor in Vancouver. Anyway, while I was up there, I received the very first copy of my new book!
“Make Yourself Useful; Marketing in the 21st Century”
It was really exciting for me and I got to show it to my parents – the best part. The book is dedicated to them and it was a true gift to be able to unpack the box right in front of them and bring out a book with MY name on the cover. It’s a memory I’ll keep for the rest of my life.
I wanted to write a quick post to plug Lulu.com, the website I used to self-publish my book. This is a truly spectacular company. Now obviously, the hard part is actually writing the book. Mine is 221 pages long and it took me several months to put it all together. But once I had it completed and got my cover graphics finalized, the rest was easy. I just uploaded the files, configured a few settings and voila – the book was complete.
When I took it out of the box for the first time, my mother commented that I must have invested a ton of money in this project. Not so. The uploading of my files didn’t cost me a penny and the first copy of my book – an order of just 1 copy – cost me only $9.13 plus shipping. All told, the order cost me about $13. That’s it. And it looks just like any professional book you’d find at Borders.
If you’d like to become an author, don’t wait. There are facilities available today that make the process a lot easier and a lot cheaper. Take advantage of them and make that dream a reality. Check out Lulu.com and see how easy it can be to become an author – for the rest of your life!