The Importance of Public Relations as Part of Your Marketing Mix

What is the importance of public relations? Most small businesses don’t invest in public relations (PR); however, as a small business owner, you must commit to a public relations program to grow your business. What is the return on investment for public relations? Building a stronger brand identity will result in increased awareness and credibility for your business and your products or services. Increased awareness will help you gain interest and credibility in the market.

What is a definition of public relations?

Public relations is about using communication tools and strategies to establish relationships with various “audiences,” such as the business community, customers, suppliers, the media, levels of government, and more. Traditionally this is done through press releases, radio, television, newspapers and magazines. However, in today’s online digital environment, social media and social media have become part of an integrated public relations program. Public relations can influence people’s perceptions and opinions.

Your public relations plan should focus on creating awareness and image of your company and its products and services by:

  • Produce stories and articles for the media (both online and offline); Make connections with local media;
  • Monitor relevant media channels (such as social media monitoring) for public comments about your business, your market, and even your competition;
  • Develop a crisis communication plan and manage the crises that arise and threaten the image of your business and / or product;
  • Engaging with the community and target market through special programs and participation in events;
  • Develop a social media plan to connect with social media online (there are over 300 but the main networks are Facebook, Twitter, LinkedIn); including press releases from social media, blogs, and forums.

Most public relations plans focus on first identifying the challenge, then building the campaign objectives, then building the communication tactics and messages, and finally monitoring the results and revising them as necessary. This work should be ongoing: first one challenge (such as brand recognition), then another challenge (such as brand credibility), then another challenge (such as introducing a new product), and so on.

In today’s digital environment, PR campaigns can be implemented very quickly and the impact of the campaign can also be measured very quickly. Public relations will help you launch social media programs. Learning how to use public relations in your small business is key: Social media and social media provide you with low-cost communication channels, but you still need to learn what to say and how to say it or you can damage your brand identity.

Successful small businesses focus on a combination of public relations, social media, online and offline advertising, direct marketing, and personal selling as part of their marketing efforts to build their brand. Strengthen your marketing plan by adding PR to the plan and making sure to incorporate measurements into your campaigns – you need to know what’s working and what’s not working to communicate with your market and your audience.

Sharp Corp’s Marketing Strategy in the Competitive LCD Market

The premise of the “More to Watch” theme was that, just as television was the most powerful storytelling device (perhaps with a tip of the hat to the cinema), Sharp’s Aquos product line offered the most advanced televisions, giving users viewers a more vivid picture. experience through its superior color, detail and sound. One of the five television ads in the campaign showed people (a mother dressing her daughter, a man cooking, an audience at a movie theater) living their lives with their eyes closed. Finally, a woman opened her eyes in an art museum in front of the painting Batalla de Guararapes by Victor Meirelles. Then a voice-over said, “The Sharp Aquos LCD TV. Suddenly, there’s more to watch.” Some critics objected to the underlying concept. On Brandweek, Barry Janoff commented: “Taking the premise of the ad literally means to imply that people cannot see or appreciate their lives unless television is there to help them. And, furthermore, they will not really value their own lives. to exchange their ordinary televisions for an Aquos. Of course, Sharp cannot tell people to go out and enjoy life by turning off their televisions. “

The “More to See” message may have been simplistic and even illogical, but the method by which the centerpiece of the campaign was delivered was as innovative as Sharp’s LCD technology. The campaign was more than multifaceted; In many ways, it was an example of interactive fiction, using the different elements (TV ads, print ads, websites, and an “alternate reality games” contest) to engage the audience and keep them engaged in the campaign for months and months. months. This approach was intended to counter the resistance consumers had built up to 30-second commercials after years of being bombarded by them, not to mention the ability of digital video recorder owners to skip the commercials. The pioneering effort in this type of promotion was the independent film The Blair Witch Project, which generated excitement by dropping hints in the media that the film was a student documentary project that went terribly wrong. The curious were taken to the producer’s website, and large numbers of people began to debate among themselves whether the “found footage” of the film students was real or fake. When the low-budget film was released, it became the surprise hit of the summer of 1999, generating an impressive $ 150 million in domestic box office sales.

Sharp enlisted the services of Blair Witch producers Haxan Films to help create the mystery story around which the “More to See” contest and marketing campaign would revolve. The resulting tale was called “Legend of the Sacred Urns” and consumers were invited to solve the mystery of where an eccentric millionaire had hidden three prized urns. The three television commercials that developed the story: “The Key,” “The Pool,” and “The Tooth,” wove a “cinematic mystery,” in the words of Bill Dunlap of Shoot magazine, “set on a country estate, involving a beautiful woman, an older man in a swimming pool, and a careless driver in a Volkswagen Karmann Ghia. ” Marcus Robinson, writing for Boards Magazine, offered his own summary of the setup: “A guy, Peter Lindeman, is swimming in the pool of his great French chateau, and his girlfriend is wandering down the road to meet her lover. Unfortunately, he’s massaging a toothache and had his eyes on the rearview mirror, forcing him to swerve to avoid hitting her. He ends up throwing his red sports car into the pool. “

All three ads showed the same incident from a different point of view. In “The Pool,” for example, a woman from a bedroom window saw Lindeman swimming in the pool when a car suddenly flew through the air and landed in the water. A Sharp television was then shown and viewers were directed to the campaign website,, on its screen. The site provided audio and visual clues, and featured blogs, allegedly written by the three characters involved in the search for the three mysterious urns. Chat rooms were also available for people to ponder the mystery together. Once viewers were on the website, they had the opportunity to learn more about LCD technology and Sharp’s Aquos line of televisions. Participants were also directed to other websites to discover clues. The commercials were directed by award-winning documentarian Errol Morris, whose credits included Gates of Heaven, The Thin Blue Line, and Fast, Cheap, and Out of Control.

The television commercials began airing in September 2004 and were shown on a variety of network and cable shows, including ABC’s Monday Night Football and CBS’s 60 Minutes. The “More to See” campaign also included print ads, run by Wieden & Kennedy’s Amsterdam office, which also tried to get people to the website. After starting in the United States, “More to See” was released to 18 other countries. In a complementary component of the campaign, Sharp opened a store in New York City, where consumers could experience the Aquos product line and where more clues were available. The campaign ran for four months, during the critical Christmas season, with bits of the mystery split over time. In the end, Ken Floss from Ohio solved the puzzle and won the grand prize, an Aquos television, and other home theater equipment.

Simple Reasons 98% of Affiliate Marketers Fail Online

Affiliate marketing refers to selling other people’s products and services and earning commissions per sale, either as a one-time payment or as a recurring monthly base concept. It can be very lucrative if done correctly. The great thing about setting up an affiliate marketing business is that there is no cost to start, you don’t need to have a product to sell, you don’t have to worry about customer service, and there’s no hassle whatsoever. Another good thing about affiliate marketing is that you can also make money even without making a sale. This is known as CPA (cost per action); meaning you send traffic to a particular website that you are promoting and get paid just because a potential customer entered their information such as email, country, phone number, zip / postal code and their name on a signup page or in a website form. Commissions for CPA offers like this can be up to $ 30 to $ 100 per lead. Yet despite its simplicity, roughly 98% or more of people who venture into the affiliate marketing business fail online because they lack the right skills and knowledge.

Other reasons affiliate marketers fail are listed below:

1) People who venture into this business model tend to complicate even the simplest things.

Most affiliates haven’t understood that affiliate marketing is supposed to focus on helping people. They are not targeting hungry markets that have great products where consumers need instant solutions to problems. A good example of these types of products are weight loss, social obligations (for example, wedding speeches), loans, computer software, console repair, e-books or video tutorials, etc. A must-have product, an instant-fix product, a do-or-die product are the kind of products that can help skyrocket your affiliate income.

Not understanding simple common sense things like this has contributed to the failure of many internet business marketers. The confusion of knowing the right places to market specific products. Most affiliates tend to market any product everywhere rather than searching for a particular market. Twitter tends to be one of the best places to find people with instant solutions to your problem. The reason is that most people on Twitter tend to tweet their problems. On social media, conversion is king, and if you can chat with people and not spam the platform, you can make money.

2) Most newbies or even those who have been affiliate markets for years lack focus.

Most assume that trying to promote multiple products will help make them more affordable. This is not broken, because instead of making more money, they tend to lose focus. This can simply lead to information overload that can result in causing more damage to your business progress than to success.

3) Most people don’t take action.

Another major problem is that most affiliates learn a lot of new things from various mentors, but they also don’t implement what they learn. Some common reasons are a lack of resources and tools to implement what they learn. Another reason is that most affiliates underestimate the value of the information they receive, or are too lazy to act on that information.

If the affiliate can learn to avoid making these simple mistakes, I think there will be more success story from affiliate marketers. To fall within the 2% of affiliates who are doing quite well, these simple mistakes need to be accounted for.

The empathic paraphrase

How do you show a speaker that you are really listening to what he is saying?

When we speak to someone, the actual words we choose convey part of the meaning, but only part of it. Much of the meaning is conveyed by tone of voice and physical expression, especially undertones of sarcasm, emotion, or humor. Make sure your tone of voice and body language demonstrate a complete understanding of the nuance of the speaker’s tone of voice.

Empathic paraphrase measures

His empathic paraphrase is completely interchangeable when the speaker feels that he has accurately captured his thoughts and feelings. It often coincides with an excited burst of energy or an enthusiastic “Yes!”


The most common way your paraphrase will be inaccurate: Not all of the speaker’s key ideas are captured. That is, the paraphrase has subtracted something from what was said. Speaker says: “I worry about A, B and C.” The paraphrase reads: “You are worried about A & B.”


The next most likely way your paraphrase will be inaccurate: We listen to what we want to hear and focus on our own ideas. Then we add statements that the speaker did not make. The speaker: “I worry about A, B and C.” The paraphrase says: “You are worried about A, B, C, L and R.”


Instead of paraphrasing what was said, you offer your interpretation of what you think the speaker meant. You listen to A, B and C and say “I have the impression that what you are really talking about is G.”

Interpretive paraphrase

Interpretive paraphrase is a double-edged sword. Interpreting the speaker too early often makes you think that you are not listening, that you are more in love with your own theories than with the speaker’s thoughts.

First, understand the needs and perspective of the other. This not only validates your business partner or customer and builds trust, but allows you to better align your ideas, solutions or products with their needs or values. The result: greater satisfaction with the interaction, an improved relationship, and a greater likelihood of association.

Ingenious interruption

As we begin to paraphrase more deeply, we often cannot remember everything the speaker has said. The solution is to interrupt the speaker early, before our “buffer” fills up. Speakers don’t mind being interrupted if their purpose is just to paraphrase for understanding. “Excuse me, I want to make sure I get this right. You think …”

How to ingeniously interrupt:

1. Use a gesture, a signal to “wait” for a moment:

– Make the time-out sign with a smile.

– Make a rough cut gesture.

– Rise your hand.

2. Increase the volume to “up” on the speaker.

3. Give your face an expression of expectation, excitement, alarm, or concern.

4. Lean closer all of a sudden.

5. Use a phrase:

– “Let me make sure I understand this …”

– “I want to understand this …”

– “So you’re saying that …”

– “Aah, I think I get it! You …”


Start sharpening your paraphrasing skills. Practice “parroting” what another person says – every thought spoken, using as many exact words as possible. That is, you will try to repeat exactly what is said. As we go through the full model, it won’t be so literal. Instead, you will capture the essence of what is being said using the speaker’s keywords.


Phase 1 of the process occurs when you listen to someone else



Repeat as many exact words from the other person as possible.


Make sure you have accurately captured each other’s thoughts. Check, “Is that

Truth? “Interpret anything other than an unequivocal yes as” no. “Please try again.

Paraphrase with empathy

Paraphrase in a way that captures “the gist” of all the main points the speaker makes. Use the keywords of the speakers. (We are all more comfortable with our own words and we know what we mean by them.) Work to ensure that your tone of voice, gestures, and energy level match those of the speaker.

When should I paraphrase?


1. To make sure you understand the other party. If there is any doubt about its meaning, paraphrase. The act of paraphrasing can help you put seemingly disparate pieces of content together into a coherent concept. Often times, the meaning of the speaker will only become clear to you when you try to paraphrase it.

2. Show the other party that you really DO understand what you are saying. An interchangeable paraphrase is the only technique that we know will do this.

3. Prepare report. People like to feel understood.

4. When the situation is charged with emotions. This helps defuse the conflict. When the other party feels that they have heard and understood them, they tend to feel more calm and open to their point of view.

5. Listen more closely. When your mind wanders, remember to “prepare to paraphrase.” Making a strong paraphrase is rewarding.

6. To play the speaker’s message. This is useful if what they have said does not make sense or seems absurd. Once they hear it, they often rephrase it into a more coherent message.

7. When you hear emotional language and emotional buttons. The speaker mentions these points because they have strong feelings. When you paraphrase interchangeably, the speaker will be satisfied that he has “got it.” For instance:

– We are excited for …

– We fight with …

– I have been a loyal customer for 5 years and now you …

– I put my ass on the line and now …

Emphatic tone

People don’t give enough weight to the “empathic” aspect of empathic paraphrase. An empathic paraphrase is characterized by “empathy”; that is the ability to understand the situation, feelings and emotions of another person. Many of us begin by remembering what the other said, but we are unable to grasp the emotional tonality of the speaker. Empathy supports our ability to connect with another person and respond in a way that builds deeper relationships.

If you repeat the speaker’s words in a dispassionate and distant key, you have not paraphrased empathically. Listen to the speaker’s emotions, feelings, and desires, then express your voice and use your face and gesture in a way that reflects your understanding of the speaker’s emotional state.

If another person is very excited, it is appropriate to show your own enthusiasm while paraphrasing. However, in other situations, you can get into trouble simply by mirroring the speaker’s emotion. If someone expresses fear or anger, the echo of these feelings will only increase the unpleasant feelings. Instead, perhaps softening your voice to a soft tone that reflects a confident calm will calmly support them.

If he expresses intense anger, paraphrasing with intense concern or regret will ensure that you understand how strongly he is feeling.


Practice the technique at work with colleagues, in social situations, or at home with family. Notice how people tend to respond when they feel like you are really listening and understanding.

These techniques have made our interactions more fruitful and facilitated challenging customer exchanges. Give it a try.

7 effective ways to increase Instagram followers without spending money

Instagram has more than half a billion active users. The statistics on Instagram could be described as very impressive and encouraging. A little breakdown will surprise and thrill you at the same time. Instagram has more than 500 million active users with more than 300 million daily active users, 80% of those users are outside the US, 4.2 billion likes every day and more than 95 million photos and videos uploaded every day. This is simply wonderful and a gold mine for marketers and online businesses.

Those stats should send a signal to your nerves and allow you to understand how important Instagram could be to your business. The question is, how do you get on Instagram and acquire followers that will become your loyal customers? I will show you how to do it in the following steps and guidelines

1. Sign up with Facebook – This is the easiest and fastest way to set up your Instagram account. It will automatically allow you to follow your friends who are already on Instagram and they will also follow you. Your friends and family will be the first followers on Instagram, which will help you improve your profile and prepare for the main offer.

2. Quality photos: the most important thing on Instagram is the quality of your photos, make sure your photos are of high quality before posting them on Instagram. Having quality photos on Instagram helps you get more likes, comments and more followers, which will help you climb the ladder and to the top of all your competitors within the same niche. If you are taking the photos with a camera, make sure the lighting and focus are correct to get the correct photos you need to go viral on Instagram.

3. Like other photos: I call this trick notice me. It’s like your first day at school, no one knows you and the only way people will start interacting with you is by taking the first step to say hello or introduce yourself. When you like other people’s photos, those people visit your profile and decide to follow and also like your photos. This is how you start growing your network on Instagram

4. Follow Others – This is the fastest way to grow your followers on Instagram. When you follow others, they decide to follow you and create a connection between them. This helps increase your followers and likes on the photos you have on your profile. Follow others to get more followers

5. Comment on other photos: This method requires more time and work, but it is surely worth it. When you comment on other people’s photos, you increase the chance that they will follow you and like your photos too. Just take some time out of your social media marketing calendar and comment on other people’s photos to increase your following.

6. Use relevant hashtags – Hashtags have come a long way on social media and Instagram is no exception. Making use of relevant hashtags will help you gain more visibility and popularity on Instagram. The more hashtags you use, the more popular your photos will become. This means more likes, more followers and more comments that help improve your profile.

7. Trading Shoutouts: This is simply a method of promoting others while they promote you as well. It is simply a win-win situation for both members. This method helps promote your profile. You simply need to find people within your niche and communicate with them and ask for recognition. You can simply do this by sending them a simple email or request on Instagram.

6 Tips to Get More Views on Your YouTube Videos

Do you have a YouTube channel? If so, you may be looking for ways to get tons of views. According to statistics, YouTube videos get more than 1.5 billion views per day. On average, a viewer spends more than an hour on this platform. If your view count is too low, we suggest that you follow this simple guide to grow your channel. Read on to learn more.

1. Encourage your existing viewers to subscribe

Your current viewers are an ideal source of video views for your upcoming videos. Therefore, you should encourage them to subscribe to your channel. Once they subscribe, you will see a gradual increase in view count.

All you need to do is ask them to press the subscribe button on your channel. Adding a call to action to your videos is a great idea too. You may also want to place a subscribe link in your video descriptions for search engine rankings.

2. Ask your viewers what they want to see.

If you create videos that don’t appeal to your viewers, you will hardly get any views. So what you need to do is ask your viewers what they want to see. In fact, uploading content that your audience loves is a great way to build an audience and keep your audience’s attention.

3. Use playlists to improve playtime

According to the statistics published by YouTube, the main channels of the platform have many playlists. Actually, these brands know the importance of autoplay. When content is great, people will just continue to watch videos as they autoplay.

4. Use end cards and screens

With end screens and cards, you can direct your viewers to your other great content. The cards actually function as pop-up windows that appear during playback. On the other hand, the end screens appear once the video ends.

5. Create SEO titles and descriptions

If people can’t find your videos, they won’t be able to watch them. In other words, you need to follow the best SEO strategies to make your content search engine friendly. So what you need to do is add potential keywords when creating titles and descriptions. Make sure the keywords are relevant to your videos.

You can use the Google AdWords and Google Trends Keyword Planner to list useful keywords for your video descriptions.

6. Use attractive thumbnails

Most people scan content rather than read it. Similarly, on YouTube, they scan the video list before hitting the play button. So, make sure your video thumbnails are attractive. It is not a good idea to use auto-generated thumbnails. Instead, you should use custom thumbnails.

In short, if you want your videos to get tons of views, we suggest that you follow the tips given in this article. With these tips, it will be much easier for you to grow your channel and get many more subscribers than before. I hope this helps.

Do I have to send a summary of the experience?

I received an email today from a reader looking for an answer to this question:

Do I have to submit an experience summary with my application if I had the same classification more than five years ago? The email read:

Dear Mr. Cocciante:

Your Blog is a wonderful resource and I am happy to have discovered it. I have a question that I hope you can answer. This is the scenario: the contractor does not renew the license, the license expires, five years pass. The contractor must now apply for a new license, also known as an Original. Does the contractor have to complete and have the Certification of Experience form signed? By Bus. & Maestro. The application of the 825 (b) Code “may compute experience without taking into account the ten-year limitation.” So essentially, the Contractor can use the exact work experience used to obtain the original license, and since the Contractor was licensed, he has clearly met the four-year minimum requirement … which brings me to the question of whether Contractor must include a Work Experience Certification Form?

I have read conflicting answers on another blog. Once they said the form was not required, another time they said yes. When I called the CSLB, a technician told me that all the Contractor has to do is write “See License No. XXXX” on the Experience form; another technician had a different answer.

Hope you have some ideas for me. I sincerely appreciate your time. Maybe this topic is good for blogging. I guess I’m not the only one trying to figure this out. Also, with the fires in Northern California, it seems like a lot of guys are getting back into construction after having their licenses expired.


Jessica T.

My answer:

Hi Jessica,

Thanks for the kind words.

I can tell you that as a former cslb application technician and service provider dealing with current application technicians, you would not need to submit your experience with a new application.

On the first page of the app, you will be asked to provide whatever license you are / were associated with. The application technician will look up that license number to verify that it had the same classification previously that is being applied for now and will post the application in the exams.

That being said, there is always a small chance that they will request a summary of experience and verification documents (depending on the classification requested) for this type of request.

~ End

Thank you Jessica for your email and for allowing me to post it here. Questions from my readers are always welcome.

Marketing Strategy for Success in the App Market

Developing an application is an achievement. With so much time and effort involved in the entire development, testing, and release process, designing an effective marketing strategy would be the last thing on a developer’s mind.

In the app market, there is the ‘abundance problem’. With a large number of mobile apps in various app stores, success is not guaranteed even if your newly developed app has “everything” in it. This is further compounded by the high failure rate of several well-developed apps in the app stores. The truth is, no matter how great your app is, a solid marketing strategy is what ultimately sells it. Marketing “promised value” can act as a key differentiator.

Creating a marketing plan prior to launch is critical for brand awareness and promotion. After all, no one is going to download an app that doesn’t have rumors.

What is the strategy to generate interest in marketing?

1. Promotion before launch: Even before the app launch, various promotional content needs to be finalized: content development, reviews from various influencers, opinion makers and bloggers, and banner design for advertising, press releases, etc. A correct medium (portals and publications) can ensure that the promotion is directed to the right audience. This is facilitated by making an online presence through social media. Demo tests with a target group spread awareness among the right audience.

2. App optimization: It is important to optimize the application for the search engine by providing the correct keywords in its title and description so that users can easily locate it. Optimizing the application during the development process should be an essential step for detection in the search query in the application store. (1)

3. Early release of unique features: To grow a user base, an early launch is essential, which attracts investors’ attention. Publishing the core features would aid early adoption, laying the foundation for a growing user base in the future. Enabling a social sharing feature can further improve your user base. Adoption is usually quick if a unique feature is introduced at an early stage. For example, a messaging app that has the ability to address 50 or more people at a time will attract interest. (2)

Four. Be discovered – With a large number of applications in the same market segment that you are operating, the highest frequency is essential to make your presence felt. The audience wants to know how your application makes their task easier and that it is ready to be downloaded. Create a landing page and email subscription option for the app. The focus should be to create awareness to drive traffic to the page. A multi-channel marketing strategy, such as email marketing, banner advertising, and viral marketing, can help promote applications across multiple channels. For maximum visibility, the marketing process must be continuous.

5. Make users your marketers: Reaching the top position on the chart is difficult, but once achieved, users can act as marketers for your ‘big app’. Users can use the app’s sharing features to spread brand awareness among friends. They can use the app to share content and social media to build buzz around the app. Relationships can be forged through the sharable aspect of the app. Social media can be used to create profiles of target users who can engage and re-engage through content, value description, offers, and features. Once convinced, your real marketers do the viral marketing for the app. (4)

6. Income model: It is essential to develop clarity on the source of income model. The most suitable income model must be chosen. The application can be a paid application or initially free and later with a charge. The various sources of app monetization that can be explored include purchase options, ads, subscriptions, and product / service sales.

7. User retention and participation: Retaining customers can be as difficult as acquiring them. Push notifications serve as a source of user engagement. A strong user experience is essential to attract and retain customers. Feedback on user experience through ratings and reviews on the app / app store page are the ultimate ways to increase credibility, retain existing customers, and acquire more. Allowing people to contact each other directly from the application through email or social media can help generate engagement. Any negative feedback on a bug, problem, crash, or additional feature requirement should be resolved immediately. Successful user request handling leaves a satisfied customer and generates positive reviews. (5)

Positive reviews increase the credibility of the app as people download apps with higher positive recommendations.

Well-planned pre-launch promotion, precise optimization, early launch of a unique feature, improved discoverability, viral marketing, and positive review through high credibility are some of the ultimate strategies to fight the competition. and topping the charts in the app market.


(3) Dholakiya, Prateek. “Three strategies to win in the hypercompetitive market of applications”. February 6, 2015. February 19, 2015

(1, 2) Kimbrell, Gideon. “Five Incredible Marketing and Distribution Strategies for Your Application”. July 18, 2014. Forbes website. February 19, 2015

(5) “Marketing your new mobile application.” October 10, 2014. Smart February 19, 2015

(4) “The iOS App Marketing Strategy Guide.” February 19, 2015

Advantages and Disadvantages of Downloading Free Textbooks Online

Many students download free textbooks as an alternative to the college books they need. But students should also know certain advantages and disadvantages of downloading books online.

Of all the benefits of downloading books is its cost. You can simply download free textbooks and save your money instead of spending them on bookstores. There are many easily downloadable books that you can find on the Internet if you know the correct title, author, edition, or ISBN number of the book you are looking for.

Laptops, tablets, e-readers, and other devices where you store your files will serve as your own library. Instead of having a bunch of bulky, dusty books on your desk during exam week, all you need is your device and you’re good to go. Carrying multiple books at once will no longer be a chore when all you have to carry is your laptop.

Better readability is also a factor, as most e-books can be enlarged to make the letters larger and easier to read. You’re also getting more environmentally friendly when you download free textbooks and go paperless – your books don’t need any more paper or ink, and thus you help make the world a greener place in your own way.

However, digital books are not without flaws. While you can download free textbooks of different titles, it does not mean that you will be able to find everything on the net. You may have a hard time finding electronic versions of books published about fifteen years ago. There are still a ton of books waiting to be digitally transformed.

Additionally, there is a growing concern among e-book readers regarding their eye health. Prolonged reading on a monitor causes eyestrain. While other readers have the option of limiting the time they read on their tablets, students have fewer options than staring at their screens for hours, reading their digital textbooks, most commonly during test and assignment hours. Some people don’t like the idea of ​​e-books either because they find it difficult to focus on reading on a device that they can do a lot of things with (a lot of apps!).

Last but not least, the “upfront cost” can be a bit high. Unless you already have your own tablet or reader, it can be expensive to buy a new one, especially if you are a student who wants to be frugal.

LinkedIn Profile Tips: Top 10 Mistakes You Want To Avoid And Why

A lot of people tell you what you should be doing, but what about what you shouldn’t be doing?

LinkedIn is the place to not only find others, but also to be found. And that’s why you need a LinkedIn profile that not only helps you get found, but also attracts people to contact you once they see your profile. I see many people making fundamental mistakes that actually work against them in this regard. If you’re going to spend time creating a LinkedIn profile, I guess you want to maximize your chances of being contacted by the right people, right?

With that in mind, I’ve created an easy-to-understand list of a few things to check against my reasoning. If it sounds like an exercise in search engine optimization, you are on the right track. Like any website owner, you want your LinkedIn profile to stand out and be found!

Enjoy my LinkedIn profile tips!

1. Do not show your personal photo

I wrote a full blog post on why you should include your photo on your LinkedIn profile, but it all comes down to having social media credibility or not. There are too many fake profiles on LinkedIn so you want to prove it’s real. If you’ve taken the time to fill out your LinkedIn profile, why aren’t you showing your photo? It just raises too many potential questions. And company logos or pet photos are obviously worthless here.

2. The title of the LinkedIn profile is not branded enough

Do you see that space under your name? That is your “professional” or profile title. It will appear in the search results next to your name, as well as next to any questions you ask or answer. It is, in essence, your elevator pitch in a nutshell. Are you putting your title and your company name here? Whose! This is the place where you should attract anyone who finds you in a search result to contact you and look at your profile. Your profile title is the most important piece of real estate on your LinkedIn profile, and you should mark it as such.

3. LinkedIn status update is not attractive

This is that “What are you working on?” box I refer to as “Status Update”. Assuming someone finds you and looks at your profile, they are likely to look at what you write here simply because it appears just below your headline profile. What do you write here? Many people in transition find that they are looking for work here. What do you use your LinkedIn status update for? It’s part of your branding exercise, and it should be something engaging that informs the reader of your latest activities and hopefully adds, not subtract, to your LinkedIn brand.

4. Don’t list enough companies you worked for or schools you attended

One of the ways they find you on LinkedIn is through company or school name searches. If you only list your current company and / or don’t even list your university, you’re missing out on being found. Check this out: I did my third year of university abroad in Beijing almost 20 years ago. He had been out of touch with the 15 or more Americans who were there that year. Two of those 15 found me on LinkedIn! And another friend from high school I lost contact with found me this week on LinkedIn. They wouldn’t have found me if I hadn’t included my overseas high school name and my high school name in my profile. Companies are even more important because there are potentially more colleagues who may be trying to find you or recruiters trying to connect with you. You may be missing it!

5. Not having three LinkedIn recommendations

This is the same as not having your personal photo on your LinkedIn profile. Why? When you sign up for LinkedIn and first fill out your profile, LinkedIn recommends that you write three LinkedIn Recommendations. You must do this for your LinkedIn profile to be 100% complete. Job postings on LinkedIn also require three LinkedIn recommendations. These recommendations can only work in your favor, so why don’t you have at least three of them?

6. Too few connections

This is up for debate, but too many people have too few connections on their LinkedIn profile and therefore cannot find them. The idea is simple: when you do a search, you will see results from your network. And vice versa. So the more connections you have, the more search results will appear pure and simple.

7. Do not include three websites

LinkedIn gives you the ability to list three websites on your profile. Are you taking advantage of it? Do you have a Twitter or other social media profile that you want to advertise? Company website? A blog that you like to read? Everything you want associated with yourself should appear here. You will add to the search engine optimization of your own websites just by the fact that you list them here!

8. Don’t claim your personal URL

When you sign up for LinkedIn, you are provided with a public URL that you can then include in your email signature or anywhere else you want to direct people to your LinkedIn profile. You can customize this when editing your profile. Claiming your name here is one of the first things you should have done on LinkedIn. If you have a common name, be sure to claim your LinkedIn URL before others.

9. No keyword-rich brand summary

Assuming someone finds you in a search result, likes your profile title, and doesn’t freak out with your status update, the next most important part of your profile will be your summary. This is your chance to fully bookmark yourself and make sure the keywords you want to associate with you are here. You also want to write something compelling, just like you would on your Resume Executive Summary. This is your stage to tell the world who you are and what you can do! Use it to your maximum advantage!

10. No job descriptions

Even if you’ve listed positions at companies you’ve previously held, it doesn’t mean anything if you don’t have a job description. Job descriptions give you the perfect opportunity to enrich your profile with keywords that will help you get found. Why don’t you take advantage of this?

Did I miss any that you would like to share? Let me know! And if you didn’t make any of the above mistakes, congratulations! Your LinkedIn profile is in good shape!