tag:blogger.com,1999:blog-12890916054308708622024-02-07T14:17:06.528-05:00Beyond WordsContent strategies, examples and solutions for business, industry and education
Unknownnoreply@blogger.comBlogger286125tag:blogger.com,1999:blog-1289091605430870862.post-32463909429818165152020-03-15T14:03:00.000-04:002020-07-29T17:14:30.062-04:00Yes, We're Open for Business<div dir="ltr" style="text-align: left;" trbidi="on">
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgi13Y3UNRGtSpH1i8AZzc9tFXQul-Se_V-QrO3PPZTPG8k_8kFl6uefae_NlcYvvMbiRNGryav3mtnJP76GXKQJK_p6zIOUl1XCtiQAZx-Ys6Q-RPPu7fVhf1Pl3k2-Bo5g1ETunPfPaUm/s1600/Open+sign+crpd.png.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" data-original-height="600" data-original-width="600" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgi13Y3UNRGtSpH1i8AZzc9tFXQul-Se_V-QrO3PPZTPG8k_8kFl6uefae_NlcYvvMbiRNGryav3mtnJP76GXKQJK_p6zIOUl1XCtiQAZx-Ys6Q-RPPu7fVhf1Pl3k2-Bo5g1ETunPfPaUm/s320/Open+sign+crpd.png.jpg" width="320" /></a><span style="color: #444444;">The covid pandemic has changed many things for all of us, but luckily some things have stayed the same.</span><br />
<span style="color: #444444;"><br /></span>
<span style="color: #444444;">Crossbridge is open for business and continues to provide crisp, high quality web, digital, print and social media content for clients in business, industry, technology and education.</span><br />
<span style="color: #444444;"><br /></span>
<span style="color: #444444;">Whether you need best practices, web content, strategic plans, project reports or something else altogether, don't hesitate to contact us, we're here to help you achieve your goals.</span><br />
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<span style="color: #444444;"><br /></span></div>
Unknownnoreply@blogger.comtag:blogger.com,1999:blog-1289091605430870862.post-52310726917958809402017-12-25T06:30:00.000-05:002017-12-26T14:10:21.225-05:00Happy Holidays<div dir="ltr" style="text-align: left;" trbidi="on">
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEikzKsiP5A77Fr8Nf7d7AG4ZojWoXmThA0mWcZ4VHMelraHlNM2_rv2Qvnl0DWc94f2zTLhBkyccaLxdAn79sEULP_e-NvpeksGrcBj0z2z7CnilIk7DQCTak5wiqNd07hyK42wJfZZ1RWs/s1600/00+Happy+Holidays+2017.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="646" data-original-width="912" height="226" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEikzKsiP5A77Fr8Nf7d7AG4ZojWoXmThA0mWcZ4VHMelraHlNM2_rv2Qvnl0DWc94f2zTLhBkyccaLxdAn79sEULP_e-NvpeksGrcBj0z2z7CnilIk7DQCTak5wiqNd07hyK42wJfZZ1RWs/s320/00+Happy+Holidays+2017.png" width="320" /></a></div>
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<i>Wishing you and yours the happiest of holiday seasons!</i></div>
Unknownnoreply@blogger.comtag:blogger.com,1999:blog-1289091605430870862.post-44586444444304011232017-06-12T06:30:00.000-04:002017-12-12T17:06:26.458-05:00The Case for Contractions<div dir="ltr" style="text-align: left;" trbidi="on">
<span style="color: #444444;">From memos and emails to reports, websites and blogs, you should use contractions in <i>all </i>your business communications. If you're not doing so already, you should start changing that today.</span><br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiJ9iur-bOVo1YjJXD1Mdy6vXAOXsU5Nifudm36W6pxkx4OzbGFnxob4ouwlhJFXO16HzQh68iTOIu9jI3t2cBhHmYRuJigISPYPoKl0qPjClpCMECng434Mo3H-UGLmNDntETV12Yjs4Df/s1600/stand+out.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><span style="color: #444444;"><img border="0" data-original-height="272" data-original-width="441" height="197" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiJ9iur-bOVo1YjJXD1Mdy6vXAOXsU5Nifudm36W6pxkx4OzbGFnxob4ouwlhJFXO16HzQh68iTOIu9jI3t2cBhHmYRuJigISPYPoKl0qPjClpCMECng434Mo3H-UGLmNDntETV12Yjs4Df/s320/stand+out.jpg" width="320" /></span></a></div>
<span style="color: #444444;"><br /></span>
<span style="color: #444444;">Why? </span><br />
<span style="color: #444444;"><br /></span>
<span style="color: #444444;">Modern life and work environments are far more casual than they were just a decade ago. Speech is more casual, attire is more casual, and working relationships are less formal. Online and digital communications are also significantly more casual and interactive than the paper-based communications of the past.</span><br />
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<span style="color: #444444;"><br /></span>
<span style="color: #444444;">Contractions, which use an apostrophe as a stand-in for missing letters, are perfectly suited to today's fast-paced exchanges, and the constant and nearly insatiable demand for fresh, current content. They:</span><br />
<ul style="text-align: left;">
<li><span style="color: #444444;">Parallel the way we speak </span></li>
<li><span style="color: #444444;">Enhance readability</span></li>
<li><span style="color: #444444;">Look and sound contemporary and current</span></li>
<li><span style="color: #444444;">Prevent documents from sounding ponderous</span></li>
<li><span style="color: #444444;">Help readers more quickly process content</span></li>
<li><span style="color: #444444;">Save time and key strokes</span></li>
<li><span style="color: #444444;">Reduce word counts </span></li>
<li><span style="color: #444444;">Conserve space</span></li>
</ul>
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<span style="color: #444444;">At Crossbridge, we use them in every situation ranging from proposals and agreements to annual reports, articles, brochures, business plans, case studies, Powerpoint presentations, results reports, strategic plans, website copy and more.</span><br />
<span style="color: #444444;"><br /></span>
<span style="color: #444444;">Contractions read so naturally, most clients and readers don't consciously notice them. If a client specifically asks us to avoid them, we'll do so, but this is so rare, it's only come up three times in the past 10 years. </span><br />
<span style="color: #444444;"><br /></span>
<span style="color: #444444;">In one instance, a client was concerned because the goal was to create a funding proposal to submit to a top-tier regional agency with a review board of C-suite executives. Initially concerned contractions would be perceived as unprofessional, the client trusted my recommendation, and we created a concise, targeted proposal with contractions intact. The board reviewed and instantly approved the proposal, remarking that it was one of the finest documents of its kind.</span><br />
<span style="color: #444444;"><br /></span>
<span style="color: #444444;">If you work in an extremely formal environment, contractions might be unsuitable in some situations (a formal annual report), but acceptable in others (internal reports). If your organization has established guidelines, follow them. If not, use your judgment and test the waters to see how others respond.</span><br />
<span style="color: #444444;"><br /></span>
<span style="color: #444444;">Times change, which means writing practices change, too. Not so very long ago, up to 80% of business reports were written without contractions, but today, the opposite is true. More than 80% now routinely include them, which in my view is just as it should be.</span><br />
<span style="color: #444444; font-family: inherit;"><br /></span>
<span style="color: #444444; font-family: inherit;"><br /></span>
<span style="color: #444444; font-family: inherit;"><span style="background-color: white;">For more writing tips, see:<br /><a href="http://crossbridge1.blogspot.com/2012/08/writing-great-comma-controversy.html" style="text-decoration-line: none;" target="_blank">The Great Comma Controversy</a><br /><a href="http://crossbridge1.blogspot.com/2011/05/humble-hyphen.html" style="text-decoration-line: none;" target="_blank">The Humble Hyphen</a><br /><a href="http://www.crossbridge1.blogspot.com/2012/03/pesky-periods-parentheses.html" style="text-decoration-line: none;" target="_blank">Pesky Periods & Parentheses</a></span><br style="background-color: white;" /><span style="background-color: white;"><a href="http://crossbridge1.blogspot.com/2012/09/quote-respect-semicolon.html" style="text-decoration-line: none;" target="_blank">Respect the Semicolon</a></span></span><br />
<a href="http://crossbridge1.blogspot.com/2011/06/do-writing-skills-still-matter.html" target="_blank">Do Writing Skills Still Matter?</a></div>
Unknownnoreply@blogger.comtag:blogger.com,1999:blog-1289091605430870862.post-63930060920549837902017-05-22T06:30:00.000-04:002017-06-15T09:31:02.637-04:00Centered on the Web Revisited<div dir="ltr" style="text-align: left;" trbidi="on">
<span style="color: #444444;">A couple years ago, I wrote about <a href="http://crossbridge1.blogspot.com/2015/06/centered-on-web.html" target="_blank">the problems and pitfalls associated with centered text on websites and blogs</a>, so if you're a regular reader, you already know how I feel.</span><br />
<span style="color: #444444;"><br /></span>
<span style="color: #444444;">If you're new, you may not, so here's my bottom-line recommendation: Don't do it.</span><br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg7QtPFP3-tRm_YmC13NqxGfMvRurK-gcm3OaFsqUSgHTNtPi2bvQOA6Hay0twFfr86jlsnV9Ruv1ZuhChh9F8UwfNGYd68DM9XZAcv12-Jke8GEq-BP3sQ1YiM6JRgo2GcXUw5y7JaaUyC/s1600/online+web+internet+connected.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><span style="color: #444444;"><img border="0" height="228" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg7QtPFP3-tRm_YmC13NqxGfMvRurK-gcm3OaFsqUSgHTNtPi2bvQOA6Hay0twFfr86jlsnV9Ruv1ZuhChh9F8UwfNGYd68DM9XZAcv12-Jke8GEq-BP3sQ1YiM6JRgo2GcXUw5y7JaaUyC/s320/online+web+internet+connected.jpg" width="320" /></span></a></div>
<span style="color: #444444;"><br /></span>
<span style="color: #444444;">Here's why. </span><br />
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<span style="color: #444444;"><br /></span>
<span style="color: #444444;">English is a left-to-right language so readers' eyes naturally gravitate to the left margin. Plus, modern readers are impatient. They tend to scan rather than read each word and centered text makes scanning especially challenging.</span><br />
<span style="color: #444444;"><br /></span>
<span style="color: #444444;">I'm revisiting this issue, because I just left a site that used left-aligned copy for everything <i>except </i>a very long series of step-by-step instructions. In other words, they made the most important part of the content the most difficult to read. I knew I could find the information I needed elsewhere, so I quickly departed.</span><br />
<span style="color: #444444;"><br /></span>
<span style="color: #444444;">There are occasional circumstances where centered text is tolerable, but they are few and far between. If you simply can't resist the urge, use it sparingly to:</span><br />
<ul style="text-align: left;">
<li><span style="color: #444444;">Share a very short external quote.</span></li>
<li><span style="color: #444444;">Highlight a short pull quote from your own copy.</span></li>
<li><span style="color: #444444;">Include a short title or tagline for an image or graphic.</span></li>
<li><span style="color: #444444;">Provide a short description or phrase.</span></li>
</ul>
<span style="color: #444444;"><br /></span>
<span style="color: #444444;">That's it. In crowded online venues, you want to stand out for all the right reasons. Quite simply, centered text isn't one of them.</span></div>
Unknownnoreply@blogger.comtag:blogger.com,1999:blog-1289091605430870862.post-84390550309386644012017-05-15T06:30:00.000-04:002017-06-15T09:31:58.543-04:00Searchable<div dir="ltr" style="text-align: left;" trbidi="on">
<span style="color: #444444;">In theory this site is searchable, but in reality, sometimes the search function works and sometimes it doesn't. The Google overlords routinely change search algorithms, which often has a direct and very surprising effect on the results of even the simplest search.</span><br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEioD5-0zKiJO4e4f1HJKvoWGXGmn2BuGKzwCPc8f9TirMi1Rvu67x-gjoKGxjmclil0Yz_ejIYgye6TRYhUOxmX0Zq68CA10SDYwTj_NgosuMU-ALvff-usBYbmSUAr03TAiuyRseaM97IE/s1600/Search+searchability.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="175" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEioD5-0zKiJO4e4f1HJKvoWGXGmn2BuGKzwCPc8f9TirMi1Rvu67x-gjoKGxjmclil0Yz_ejIYgye6TRYhUOxmX0Zq68CA10SDYwTj_NgosuMU-ALvff-usBYbmSUAr03TAiuyRseaM97IE/s320/Search+searchability.png" width="320" /></a></div>
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<span style="color: #444444;">(They also routinely alter formatting algorithms, so blog posts have an </span><span style="color: #444444;">interesting tendency to reformat themselves and appear different from one day to the next. But that's a topic for another day.)</span><br />
<span style="color: #444444;"><br /></span><span style="color: #444444;">There are nearly 300 posts on the Crossbridge <a href="http://crossbridge1.blogspot.com/" target="_blank">Beyond Words</a> site, so if you're looking for something specific, here are some tips. </span><br />
<span style="color: #444444;"></span><br />
<a name='more'></a><span style="color: #444444;"><br /></span><span style="color: #444444;">If you want to find posts:</span><br />
<ul>
<li>About a general topic, go to Topics & Tags in the right sidebar, scroll through the list and click the appropriate tag: <a href="http://crossbridge1.blogspot.com/search/label/Manufacturing%20Day" target="_blank">Manufacturing Day</a></li>
<li><span style="color: #444444;">About something not in the Topics & Tags list, use the Search box and enter a keyword: <a href="http://crossbridge1.blogspot.com/search?q=branding" target="_blank">branding</a></span></li>
<li><span style="color: #444444;">About a very specific subject, enter it in the Search box with quote marks: "<a href="http://crossbridge1.blogspot.com/search?q=Mr.+Blandings" target="_blank">Mr. Blandings</a>"</span></li>
<li>From a particular month and year, go to the Archive list in the right sidebar, select the correct option and it will display everything posted that month: <a href="http://crossbridge1.blogspot.com/2016/09/" target="_blank">September 2016</a></li>
</ul>
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<span style="color: #444444;"><br /></span>
<span style="color: #444444;">I'm evaluating the pros and cons of moving the blog to a platform with more layout options, better search functionality and greater flexibility. Until that happens, I'm soldiering on here and hope the suggestions above will help make it easier for you to more quickly find what interests you.</span><br />
<span style="color: #444444;"><br /></span></div>
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Unknownnoreply@blogger.comtag:blogger.com,1999:blog-1289091605430870862.post-17472025441597841652017-05-08T06:30:00.000-04:002017-06-15T09:32:38.970-04:00Lean Writer | The Five Cs for Crisp Content<div dir="ltr" style="text-align: left;" trbidi="on">
Every communicator has some version of the five Cs for effective communications. Not long ago this topic came up in a casual conversation, and I was asked to name my five Cs.<br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi4xtLHOpJBahoxcL83bugTRl46-Ht6D942ZZ9xBz1IFzVdgZ3gpXei7GMW6VfcSAsHaW08C58g5ZDBXO9-ozhV4LC5KuorttHu0QybBVPX1JS3eW-vK1ufcEJ6L3b4IGMdId3ddP-oSx7y/s1600/communicate.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="239" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi4xtLHOpJBahoxcL83bugTRl46-Ht6D942ZZ9xBz1IFzVdgZ3gpXei7GMW6VfcSAsHaW08C58g5ZDBXO9-ozhV4LC5KuorttHu0QybBVPX1JS3eW-vK1ufcEJ6L3b4IGMdId3ddP-oSx7y/s320/communicate.png" width="320" /></a></div>
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Here's my response.<br />
<a name='more'></a><br />
<b><br /></b>
<b>The 5 Cs for Crisp Content</b><br />
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<b>1. Clear</b><br />
Clarity is crucial. Use the simplest, most direct language possible and explain anything that might confuse your intended audience.<br />
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<b>2. Concise</b><br />
Less is more. Provide all the essential information and nothing more.<br />
<b><br /></b>
<b>3. Cohesive</b><br />
Solid content matters. No matter what topic you're tackling, the information should be relevant, closely connected to the topic at hand and presented in a consistent manner.<br />
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<b>4. Contextual</b><br />
Frame of reference counts. Communication doesn't occur in a vacuum, so whether you're writing or speaking, it's important to understand your audience and tailor your message to their experience, knowledge, needs, environment and viewpoint.<br />
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<b>5. Correct</b><br />
Accuracy is paramount. From words and data to punctuation and grammar, every aspect must be as accurate as you can make it. No exceptions.<br />
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That's it. If you want to hone your skills as a communicator and produce content that's crisp, tight and effective, you can't go wrong if you focus on the 5 Cs.<br />
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Related<br />
For examples, see <a href="http://crossbridge1.blogspot.com/search/label/Before%20%26%20After" target="_blank">Before & After</a>.<br />
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Unknownnoreply@blogger.comtag:blogger.com,1999:blog-1289091605430870862.post-39449545490261622932017-05-01T06:30:00.000-04:002017-06-15T09:35:33.181-04:00Plan Now for Manufacturing Day 2017<div dir="ltr" style="text-align: left;" trbidi="on">
<span style="color: #444444;">Manufacturing Day always occurs on the first Friday in October, which is Oct 6 this year, so consider this your early warning. </span><br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhKYHjrsiUDBwccDPziMN91kl_TZNDD2x1OuoCSn2FqANzjfNVwnGbdr7lTUi7vlLwDIKNHml6tkk771xXdiLC9D0gZuyUf9uk5gzp7udqXXT-e_DFTwQ4j5LSE295ZooRT_1q3sSCz_h30/s1600/gears+wh+bg.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><span style="color: #444444;"><img border="0" height="310" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhKYHjrsiUDBwccDPziMN91kl_TZNDD2x1OuoCSn2FqANzjfNVwnGbdr7lTUi7vlLwDIKNHml6tkk771xXdiLC9D0gZuyUf9uk5gzp7udqXXT-e_DFTwQ4j5LSE295ZooRT_1q3sSCz_h30/s320/gears+wh+bg.png" width="320" /></span></a></div>
<span style="color: #444444;">Each year since its inception, I've diligently touted its benefits for many reasons. </span><br />
<span style="color: #444444;"></span><br />
<a name='more'></a><span style="color: #444444;"><br /></span><br />
<span style="color: #444444;">Crossbridge has through the years done quite a bit of work in the manufacturing arena, and my home state of Ohio is third in the nation in terms of manufacturing employment, outranked only by California and Texas. Plus, there's this important fact: </span><br />
<blockquote class="tr_bq">
<i><span style="color: #444444;">Manufacturing Day℠ is a celebration of modern manufacturing meant to inspire the next generation of manufacturers. ~Manufacturing Day website</span></i></blockquote>
<span style="color: #444444;"></span>
<span style="color: #444444;">So, whether you're a manufacturing company or a STEM teacher seeking fresh, engaging ways to introduce students to the <a href="http://crossbridge1.blogspot.com/2013/09/manufacturing-see-stem-in-action.html" target="_blank">marvels of science, technology, engineering and math in action</a>, now's the time to start planning:</span><br />
<ul style="text-align: left;">
<li><span style="color: #444444;"><a href="http://crossbridge1.blogspot.com/search/label/Manufacturing%20Day" target="_blank">Click here</a> to jumpstart your thought process, discover more about this event, and learn why I'm such a strong advocate.</span></li>
<li><span style="color: #444444;">Visit the <a href="http://www.mfgday.com/" target="_blank">Manufacturing Day (mfgday.com) website</a> to glean information, register your event and more.</span></li>
</ul>
<span style="color: #444444;"><br /></span>
<span style="color: #444444;">To me, the bottom line is quite clear. Manufacturing is pivotal to a strong, vital economy, our standing in the world, and our success and prosperity today, tomorrow and into the future. Others may talk about making America great again, but participating in Manufacturing Day is a tangible way to translate talk into action.</span><br />
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Unknownnoreply@blogger.comtag:blogger.com,1999:blog-1289091605430870862.post-55589083593172281902017-04-25T09:46:00.001-04:002017-06-11T14:47:57.024-04:00Ditch the Dots<div dir="ltr" style="text-align: left;" trbidi="on">
<span style="color: #444444; font-family: inherit;">Thanks to the internet, we can easily share information, highlight new products, explain processes, and engage customers and prospects on a global scale. </span><span style="color: #444444; font-family: inherit;">For better or worse, we can also see what others are doing and quickly integrate new trends into our own communications.</span><br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj4E4ss-JM7RLefbuYnWUO5zBVkxtMjM7Qrr9svWCIGMgzkk4AUY7S8GSmurGWDdc37m5U1EKO8pM6I3OyRIKVhsjkecBhsf1vTmGvzxWTM8ZlY2IlBhQPATwzYB3pjz0cGK-dSp2xQBwvy/s1600/ellipsis+red+wh+bg.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><span style="color: black; font-family: inherit;"><img border="0" height="149" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj4E4ss-JM7RLefbuYnWUO5zBVkxtMjM7Qrr9svWCIGMgzkk4AUY7S8GSmurGWDdc37m5U1EKO8pM6I3OyRIKVhsjkecBhsf1vTmGvzxWTM8ZlY2IlBhQPATwzYB3pjz0cGK-dSp2xQBwvy/s320/ellipsis+red+wh+bg.jpg" width="320" /></span></a></div>
<span style="color: #444444; font-family: inherit;"><br /></span>
<span style="color: #444444;">The rampant use of ellipses (...) is an unfortunate </span><span style="color: #444444; font-family: inherit;">trend that's spreading like wildfire. These dot-dot-dots are popping up everywhere from letters and emails to blogs, websites and product descriptions.</span><br />
<span style="color: #444444; font-family: inherit;"><br /></span>
<span style="color: #444444; font-family: inherit;">A recent example was brought to my attention because it was from someone seeking employment in the communications field. Presumably, this person had a background related to the position they were seeking, but there it was in black and white: The applicant had <i>visited the company website ... and was looking for work</i>.</span><br />
<span style="color: #444444; font-family: inherit;"><br /></span>
<span style="color: #444444; font-family: inherit;">When the business owner saw the ellipsis, a red flag shot up and rightfully so. The rules governing ellipses are specific and quite limited. It's appropriate to use an ellipsis if you want to indicate:</span><br />
<ol style="text-align: left;">
<li><span style="color: #444444; font-family: inherit;">Uncertainty</span></li>
<li><span style="color: #444444; font-family: inherit;">An abrupt change of thought</span></li>
<li><span style="color: #444444; font-family: inherit;">A pause</span></li>
<li><span style="color: #444444; font-family: inherit;">Words missing from a quotation</span></li>
</ol>
<br />
<span style="color: #444444; font-family: inherit;">That's it, four simple applications.</span><br />
<span style="color: #444444; font-family: inherit;"><br /></span>
<span style="color: #444444; font-family: inherit;">So, back to the job applicant. Were they expressing uncertainty? A thought change? A pause? (They weren't quoting anyone, so that option isn't relevant.)</span><br />
<span style="color: #444444; font-family: inherit;"><br /></span>
<span style="color: #444444; font-family: inherit;">In the end, it doesn't matter what they <i>hoped </i>to convey. The inadequate cover letter and unread resume moved directly to the rejection pile. Why? To the business owner, those three tiny dots were a huge signal the applicant was unprepared for a professional position. </span><br />
<span style="color: #444444; font-family: inherit;"><br /></span>
<span style="color: #444444; font-family: inherit;">It's your decision. </span><span style="color: #444444; font-family: inherit;">You can be on trend and use ellipses with abandon, but be prepared for the fallout. </span><br />
<span style="color: #444444; font-family: inherit;"><br /></span>
<span style="color: #444444; font-family: inherit;">If you're smart, you'll ditch the dots unless you're eliminating words from a quote. Otherwise, you risk being viewed as uncertain, indecisive, distracted, inconsistent or incapable of clear thought, qualities few if any employers, clients or customers find desirable.</span><br />
<span style="color: #444444; font-family: inherit;"><br /></span>
<span style="color: #444444; font-family: inherit;"><i><br /></i></span>
<span style="color: #444444; font-family: inherit;"><i>TIP: In lieu of an ellipsis, substitute a dash (<span style="background-color: white;"><strike>-</strike></span>) to indicate a thought change or pause.</i></span><br />
<span style="color: #444444; font-family: inherit;"><br /></span>
<span style="background-color: white;"><span style="color: #444444; font-family: inherit;"><br /></span></span><span style="color: #444444; font-family: inherit;"><span style="background-color: white;">For more writing tips, see:<br /><a href="http://crossbridge1.blogspot.com/2012/08/writing-great-comma-controversy.html" style="text-decoration-line: none;" target="_blank">The Great Comma Controversy</a><br /><a href="http://crossbridge1.blogspot.com/2011/05/humble-hyphen.html" style="text-decoration-line: none;" target="_blank">The Humble Hyphen</a><br /><a href="http://www.crossbridge1.blogspot.com/2012/03/pesky-periods-parentheses.html" style="text-decoration-line: none;" target="_blank">Pesky Periods & Parentheses</a></span><br style="background-color: white;" /><span style="background-color: white;"><a href="http://crossbridge1.blogspot.com/2012/09/quote-respect-semicolon.html" style="text-decoration-line: none;" target="_blank">Respect the Semicolon</a></span></span><br />
<span style="color: #444444; font-family: inherit;"><br /></span>
<span style="color: #444444; font-family: inherit;">For more related to employment, see:</span><br />
<a href="http://crossbridge1.blogspot.com/2011/06/do-writing-skills-still-matter.html" target="_blank">Do Writing Skills Still Matter?</a><br />
<a href="http://crossbridge1.blogspot.com/2012/07/economy-what-employers-really-want.html" target="_blank">What Employers Really Want</a><br />
<br /></div>
Unknownnoreply@blogger.comtag:blogger.com,1999:blog-1289091605430870862.post-49907730863302474902016-09-30T06:30:00.000-04:002017-04-25T11:09:15.039-04:00Manufacturing Day 2016<div dir="ltr" style="text-align: left;" trbidi="on">
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Manufacturing plays a pivotal role in the health and
vitality of our local, regional and national economies. To emphasize its importance,
every fall, we take time to highlight the nationwide event known as <a href="http://www.mfgday.com/" target="_blank">Manufacturing Day</a>, which is slated for Friday,
October 7 this year.<br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhHRYCQvimgP0gc5j88UJcAxWYKfNpwH5xokWilg0EpfdihQlZkyqndCbDqBNliSUnsdqkoZyGouqJ9sy0rul_1dvTTfilWgrmD2tVGxZGul4OklHso9se07iKxE-F91hibb6tD3705pfnL/s1600/Gear+shadow+-+RF+ppt.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="213" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhHRYCQvimgP0gc5j88UJcAxWYKfNpwH5xokWilg0EpfdihQlZkyqndCbDqBNliSUnsdqkoZyGouqJ9sy0rul_1dvTTfilWgrmD2tVGxZGul4OklHso9se07iKxE-F91hibb6tD3705pfnL/s320/Gear+shadow+-+RF+ppt.jpg" width="320" /></a></div>
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Large or small, if you’re a manufacturer you should find a
way to participate:</div>
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<ul style="text-align: left;">
<li>Hold an open house.</li>
<li>Conduct tours of your facility.</li>
<li>Demonstrate how you manufacture products.</li>
<li>Design activities that offer hands-on experiences.</li>
<li>Offer to speak to middle and high school classes.</li>
</ul>
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If you’re an educator, do the same:<o:p></o:p></div>
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</div>
<ul style="text-align: left;">
<li>Invite local manufacturers to speak to your
class.</li>
<li>Arrange a plant tour.</li>
<li>Develop modules that incorporate manufacturing examples.</li>
<li>Collaborate with other teachers to create multidisciplinary
manufacturing activities that make STEM topics meaningful and relevant.</li>
</ul>
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In states like Ohio, New York and Wisconsin, manufacturing is so important, October is designated as Manufacturing Month, which gives you plenty of latitude to make plans and schedule events in the coming weeks.<br />
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Through the years, we've explored a range of STEM, manufacturing and reshoring topics, so you might enjoy:<br />
<br />
<a href="http://crossbridge1.blogspot.com/2013/09/manufacturing-see-stem-in-action.html" target="_blank">STEM in Action</a><br />
<a href="http://crossbridge1.blogspot.com/2012/05/manufacturing-did-you-know.html" target="_blank">Does Reshoring Matter?</a><br />
<a href="http://crossbridge1.blogspot.com/2011/11/manufacturing-will-we-make-it-in.html" target="_blank">Manufacturing | Will We Choose to Make it in America?</a></div>
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Unknownnoreply@blogger.comtag:blogger.com,1999:blog-1289091605430870862.post-29266696506675040502016-09-17T12:55:00.000-04:002016-09-26T14:40:01.762-04:003 Tips for Crafting Content to Boost Your Business<div dir="ltr" style="text-align: left;" trbidi="on">
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<span style="font-family: inherit;">Demand for original high quality content continues to grow,
due to our insatiable appetite for fresh, relevant information. Because
not all content is created equal, the internet is awash with material that’s inadequate
at best, and inaccurate and incomprehensible at worst.<o:p></o:p></span></div>
<div class="MsoNormal">
<span style="font-family: inherit;"><br /></span></div>
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This makes it fairly easy to stand out from the crowd.<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEijQnbORktuAa_V-GqDGqYpmdS3iFp48fTo024PHM1HOCA6QhaoKR7XbZXKi9Jiq9rgijneHWRtojp2LoAic8SHT9tZxzvVEzfKqsZa3-vCs9MlvjFZVAzoiub3eoBSXF_nYqASv0CK9pCT/s1600/00+Stand+out+from+crowd.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="240" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEijQnbORktuAa_V-GqDGqYpmdS3iFp48fTo024PHM1HOCA6QhaoKR7XbZXKi9Jiq9rgijneHWRtojp2LoAic8SHT9tZxzvVEzfKqsZa3-vCs9MlvjFZVAzoiub3eoBSXF_nYqASv0CK9pCT/s400/00+Stand+out+from+crowd.png" width="400" /></a></div>
<span style="font-family: inherit;"><br /></span>
<span style="font-family: inherit;">To craft content that </span><span style="font-family: inherit;">boosts traffic, builds your brand and solidifies your reputation, implement these practical tips:</span><br />
<span style="font-family: inherit;"><br /></span>
<br />
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<span style="font-family: inherit;"><b>1. Target your audience</b>. Whether you’re generating content yourself or working with a team, take time to pinpoint your target audience. Are you addressing:</span></div>
<ul style="text-align: left;">
<li>Long-term customers with experience and expert knowledge?</li>
<li>Prospects from diverse backgrounds?</li>
<li>Newcomers who are just learning the ropes?</li>
<li>Casual readers who have little or no context for the information you’re sharing?</li>
<li>Passionate followers who are informed and engaged?</li>
</ul>
<span style="font-family: inherit;"><br /></span>
<span style="font-family: inherit;"><b>2. Produce content your readers are seeking. </b>Based on search trends, t</span><span style="font-family: inherit;">he most consistently popular
categories:</span><br />
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</div>
<ul style="text-align: left;">
<li><span style="font-family: inherit;">Inform</span><span style="font-family: inherit;">. Explain products
or services and describe why they’re important, useful, irresistible or valuable.</span></li>
<li><span style="font-family: inherit;">Instruct</span><span style="font-family: inherit;">. Demonstrate
how to do something using step-by-step tutorials, process models or videos.</span></li>
<li><span style="font-family: inherit;">Influence</span><span style="font-family: inherit;">. Provide
context that shapes opinions or helps readers make better decisions.</span></li>
<li><span style="font-family: inherit;">Improve</span><span style="font-family: inherit;">. Highlight
products, services and processes that help readers work smarter, live better or
both.</span></li>
<li><span style="font-family: inherit;">Inspire</span><span style="font-family: inherit;">. Deliver
content that motivates, encourages, supports and stimulates.</span></li>
<li><span style="font-family: inherit;">Impel</span><span style="font-family: inherit;">. Provide information that prompts action such as buying products and services or making
work/life changes.</span></li>
</ul>
<br />
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<span style="font-family: inherit;"><b>3. Follow a few basic rules. </b>At minimum, make sure every article, news blurb, blog post,
product release or marketing piece has </span>a clearly identified audience (customer, prospect, casual reader, etc.) and a <span style="font-family: inherit;">defined purpose (inform, instruct, etc.).
Then follow these rules:</span></div>
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</div>
<ul style="text-align: left;">
<li>Keep things simple.</li>
<li>Be clear, concise and compelling.</li>
<li>Write in a direct and active voice.</li>
<li>Avoid insider jargon.</li>
<li>Revise, refine and rewrite.</li>
<li>Proof, polish and perfect.</li>
</ul>
<br />
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If quality content isn’t part of your
marketing strategy and budget, you’re missing a critical opportunity to grow your business. Luckily, it’s an easy problem to solve. </div>
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<br />
You
can take the time to develop content on your
own or work with a reliable provider like Crossbridge. Either way it's a sound investment, because you’ll have a steady flow of fresh material that
attracts traffic, builds customer confidence and boosts your bottom line.<br />
<br /></div>
</div>
Unknownnoreply@blogger.comtag:blogger.com,1999:blog-1289091605430870862.post-41829492130378998312016-06-20T06:30:00.000-04:002016-09-17T14:40:32.760-04:00Streamlining Social Media <div dir="ltr" style="text-align: left;" trbidi="on">
Have you noticed? <span style="text-align: right;">There's a new trend emerging on the social media front, one we </span><span style="text-align: right;">can sum it up in one word: Streamlined.</span><br />
<span style="text-align: right;"><br /></span>
<span style="text-align: right;"><span style="text-align: left;">From consultants to conglomerates, businesses of all sizes are opting to consolidate, simplify and rein in their social media reach. I'm seeing it in every sector, and it's particularly prevalent among micro, small and medium-sized businesses.</span></span><br />
<div class="separator" style="clear: both; text-align: left;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiJLPkGkqwbqG9cx4Nt47vCHY5axzCB-CYaGMYkg3uPOu7MaikWU8O_9gIaqK8o_JSxVUgVJrjK01ALyve6t3Y6oNTs4FG0UVV79KWCFlyyXdPFfdclX25Dds_DV5IJfFe9Eu99QAtOou4g/s1600/00+Social+media.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="319" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiJLPkGkqwbqG9cx4Nt47vCHY5axzCB-CYaGMYkg3uPOu7MaikWU8O_9gIaqK8o_JSxVUgVJrjK01ALyve6t3Y6oNTs4FG0UVV79KWCFlyyXdPFfdclX25Dds_DV5IJfFe9Eu99QAtOou4g/s320/00+Social+media.jpg" width="320" /></a></div>
Briefly, the essence of the new strategy is:<br />
<ul>
<li>Emphasize the website as the business center.</li>
<li>Use targeted, quality content to <a href="http://crossbridge1.blogspot.com/2015/05/12-reasons-to-keep-blogging.html" target="_blank">revive neglected business blogs</a>.</li>
<li>Radically reduce the number of social media venues.</li>
</ul>
On average, the typical business appears to have slashed the number of social media outlets from a high of six or seven to a more manageable list of two or three. Why?<br />
<br />
The first goal, according to one owner, is to refocus on their core business and customers. Juggling an ever-growing list of social media venues fragmented their focus, splintered marketing strategies, created endless churn, and produced disappointing results compared to the cost and effort involved. They were attracting traffic and attention rather than customers and clients.<br />
<br />
Equally important is the desire to improve and centralize communications. The social media scattergram approach was inadvertently driving people away from rather than toward their websites, and leading to very public missteps, contradictions, dropped balls and promises that couldn't be kept.<br />
<br />
As a result of these endless distractions, the business and bottom line suffered.<br />
<br />
Instead of producing and planning, they were tweeting and facebooking. Instead of nurturing relationships, they were pursuing fleeting digital friends. They were "liked," but not selling.<br />
<br />
Their eyes were so glued to the small screen, they'd lost sight of the big picture.<br />
<br />
This is a development worth watching. It signals a new level of online maturity and a recognition that by trying to be all things to all people, many businesses lost sight of the essentials, something they're striving to rediscover.<br />
<br /></div>
Unknownnoreply@blogger.comtag:blogger.com,1999:blog-1289091605430870862.post-13669140116145413802016-01-21T12:36:00.000-05:002016-09-17T13:08:31.676-04:00Are Sliders Driving Away Customers?<div dir="ltr" style="text-align: left;" trbidi="on">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgRpwp-epam-06YgiI1X_cSqIfLp-vg7oS_sHYQdLEkDKB3KryF_kozjA-a9cGcdMIHgxV3HBNFU5KhyphenhyphenQFDQTWeQMdqsSINpgBfhlsK0q7C7rRmPdaQZJjcuon1qyKqexOdUBnwzOn7pWQL/s1600/Did+You+Know.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgRpwp-epam-06YgiI1X_cSqIfLp-vg7oS_sHYQdLEkDKB3KryF_kozjA-a9cGcdMIHgxV3HBNFU5KhyphenhyphenQFDQTWeQMdqsSINpgBfhlsK0q7C7rRmPdaQZJjcuon1qyKqexOdUBnwzOn7pWQL/s1600/Did+You+Know.jpg" /></a>There's no doubt about it. The full-screen rotating image sliders favored by so many web designers can be striking.<br />
<br />
They can also be annoying and counterproductive.<br />
<br />
Let's look at just one recent example. I found some information related to an ongoing project on a site with attractive imagery, decent content and a few possibly pertinent facts. Unfortunately, my mission was at the mercy of the site designers, and each click brought fresh torments.<br />
<br />
Why? Every major topic featured a slider (aka: carousel). This fad pervades the web, and often it's a mistake.<br />
<br />
In this particular instance, essential facts were displayed in paragraphs on the image <i>and </i>below it. The details were different, so it was vital to read and understand both to grasp the key facts.<br />
<br />
Sliders made this challenge impossible: Image with text. Images without it. Image with text. Images without it. You get the picture (pun intended).<br />
<br />
The rotation was timed so there was just enough time to read a handful of words before the text disappeared, replaced by a new image. By the time the text reappeared, I had to start all over again. As an added irritant, there were no clickable controls to slow or stop the rotation.<br />
<br />
After a little exploration, it became clear the entire site was constructed in this manner. Any specifics I hoped to glean flashed briefly on screen, then were quickly replaced with attractive but uninformative pictures.<br />
<br />
I did what any rational user would do: I left.<br />
<br />
I tracked down another source where the presentation wasn't dramatic, the images were static and the content was solid. In combination, these factors allowed me to quickly locate the information I needed, absorb the details and complete the task at hand. Following so closely on the heels of the slider fiasco, this experience was refreshing and straightforward.<br />
<br />
Guess which site I'll visit again, and which one I'll avoid?<br />
<br />
If you've bought into the myth that image sliders, carousels and rotating banners enhance your website, you might want to rethink your strategy. Here's why:<br />
<ol>
<li>Few products and services are so basic they can be conveyed in a series of images whizzing across the screen.</li>
<li>Sliders <i>only </i>work in situations where each image transmits sufficient information to be self-explanatory.</li>
<li>Readers routinely dismiss (block out) moving elements because they assume they're ads, not information. </li>
</ol>
<br />
The aversion to sliders is more than a pet peeve. Studies conducted by Jakob Nielsen, the web usability expert, found <a href="https://www.nngroup.com/articles/auto-forwarding/" target="_blank">automatic carousels annoy users</a> and reduce their ability to find and act on the content or product they're actively seeking. (For more about Nielsen, go <a href="http://crossbridge1.blogspot.com/2011/12/simple-still-works.html" target="_blank">here</a> and <a href="http://crossbridge1.blogspot.com/2011/12/quality-content-includes-photos.html" target="_blank">here</a>.)<br />
<br />
If online traffic is down, SEO rankings are slipping or sales are declining, it's time to take a good, hard look at your website. The dynamic image sliders you hoped would boost your brand and business are a fad to forego, and in fact might actually be driving away customers old and new.<br />
<br /></div>
Unknownnoreply@blogger.comtag:blogger.com,1999:blog-1289091605430870862.post-8107577474114009862015-12-02T13:10:00.000-05:002016-01-21T13:15:12.225-05:00Happy, Hectic Holidays<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhDTLwcehnNljR1vs5zUz1Iiuz5j6iy1RvngBt0XpWi8YNg1GFEmoDb406fxRwvelBL898XrVnciVjcr1WvaKQQecLUIqoj6t38lDGWtR5Cnj0x6yVg51vamPux89chh0YF89-5AJnyiH8r/s1600/Holly+Icon+FNL+sml.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhDTLwcehnNljR1vs5zUz1Iiuz5j6iy1RvngBt0XpWi8YNg1GFEmoDb406fxRwvelBL898XrVnciVjcr1WvaKQQecLUIqoj6t38lDGWtR5Cnj0x6yVg51vamPux89chh0YF89-5AJnyiH8r/s1600/Holly+Icon+FNL+sml.jpg" /></a>The holidays are rapidly approaching, and things are as hectic as usual.<br />
<br />
Each year, the days between Thanksgiving and New Year's are filled to the brim with projects and deliverables, and over flowing with family, friends, colleagues and festivities.<br />
<br />
These are very good things, but in combination they can make it difficult to see beyond the urgency of now and plan for the bright new year ahead.<br />
<br />
If you're experiencing the same phenomenon, you might find it worthwhile to revisit the post, '<a href="http://crossbridge1.blogspot.com/2014/12/tis-season.html" target="_blank">Tis the Season</a>. It provides useful links to fast and easy strategies that will help you put together workable action plans for projects, your business or both.<br />
<br />
Like many of you, I'll be working over the holidays but posts are likely to be infrequent or nonexistent, so let's plan to reconnect in the New Year. For now, let me wish you and yours the happiest of holiday seasons!Unknownnoreply@blogger.comtag:blogger.com,1999:blog-1289091605430870862.post-42562874191042433972015-10-02T06:00:00.000-04:002017-04-25T11:09:15.024-04:00October is Manufacturing Month<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgedKCJadCEpPft7NPZ1X5jQQKCYZHcEo4Bi0XEPypfco6YDjBxxSFz71D27d2fJ3tCRmuRVDJ4oRilNDXwwnES-Nm0ReFoeRyFE-Kc-eqMpfbGvcg6CLroglwbaeat7Buu2e-m9BDkAXXC/s1600/Lean+Mfg+Eng.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgedKCJadCEpPft7NPZ1X5jQQKCYZHcEo4Bi0XEPypfco6YDjBxxSFz71D27d2fJ3tCRmuRVDJ4oRilNDXwwnES-Nm0ReFoeRyFE-Kc-eqMpfbGvcg6CLroglwbaeat7Buu2e-m9BDkAXXC/s1600/Lean+Mfg+Eng.jpg" /></a>Today is Manufacturing Day, a nationwide event designed to inform and inspire students, teachers, parents and the public by demonstrating the wonders of modern American manufacturing.<br />
<br />
Hopefully, you've made plans to participate and you're reading this right before you head off to host an event, lead a tour or chaperon a group of students.<br />
<br />
Crossbridge has since its inception been actively involved in a wide array of manufacturing-related activities, so I have strong opinions about the benefits that come from participating in Manufacturing Day. To see some of these classics, check out:<br />
<ul>
<li><a href="http://crossbridge1.blogspot.com/2014/09/gear-up-for-manufacturing-day_3.html" target="_blank">Gear Up for Manufacturing Day</a></li>
<li><a href="http://crossbridge1.blogspot.com/2013/09/manufacturing-see-stem-in-action.html" target="_blank">See Stem in Action</a></li>
<li><a href="http://crossbridge1.blogspot.com/2011/10/manufacturing-could-we-make-it-in.html" target="_blank">Manufacturing: Could We Make it in America?</a></li>
</ul>
<br />
<i>PS: In many states, October is Manufacturing Month, so if you missed today's events, contact a local manufacturer to set up a tour, invite them to speak to a class or arrange for a special demonstration. </i><br />
<i><br /></i>Unknownnoreply@blogger.comtag:blogger.com,1999:blog-1289091605430870862.post-63709869409415958022015-07-06T06:30:00.000-04:002016-09-17T15:39:56.987-04:00When in Doubt, Simplify<div dir="ltr" style="text-align: left;" trbidi="on">
The simplest solutions are always the best solutions.<br />
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjdbfhl6lfHCyTWWHadC8ckuPP88mqn8ybczZFJafYIqlghOJ3aR0-yi43YpSaL6zXnyCW_kmrAn5ZW1XB6WlOd7-b6kNg5N3avM0bZf2JaRmt5NGjGlwErCvxx76AYOPYNji3JkI-yJIBy/s1600/Marketing.jpg" imageanchor="1" style="clear: right; display: inline !important; float: right; margin-bottom: 1em; margin-left: 1em; text-align: center;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjdbfhl6lfHCyTWWHadC8ckuPP88mqn8ybczZFJafYIqlghOJ3aR0-yi43YpSaL6zXnyCW_kmrAn5ZW1XB6WlOd7-b6kNg5N3avM0bZf2JaRmt5NGjGlwErCvxx76AYOPYNji3JkI-yJIBy/s1600/Marketing.jpg" /></a><br />
<div>
<div>
I've been thinking about this for two reasons:</div>
<div>
<ol>
<li>One of the projects I'm working on has multiple tiers, aggressive deadlines, a complex operating landscape, and many comparatively small components that must eventually function as a cohesive whole.</li>
<li>My challenge at each stage is to seek and find ways to eliminate obstacles and streamline the strategy, processes, content, graphics, imagery and layout, so everyone involved can produce the best interim outcomes and achieve the ultimate goals.</li>
</ol>
</div>
<div>
These complicated circumstances are subject to ongoing change, so it would be easy to feel overwhelmed.<br />
<br />
<br />
To circumvent that particular pitfall, I always think of this anecdote from childhood shared by Willis Carrier, the inventor of the first functional air conditioning technology:</div>
<blockquote class="tr_bq">
<span style="font-family: inherit;"><i>My
mother told me to bring up a pan of apples from the cellar. She had me cut them into halves, quarters and eighths and add and
subtract the parts. Fractions took on a new meaning and I felt as if no
problems would be too hard for me - I'd simply break them down to something
simple and they would be easy to solve.</i></span></blockquote>
<div>
Through the years, we've looked at <a href="http://crossbridge1.blogspot.com/search/label/Simple" target="_blank">the value of simplification in numerous circumstances and from varied perspectives</a>. No matter what challenges you may be facing, remember: When in doubt, simplify and it's likely you'll find workable solutions there.<br />
<br />
<br /></div>
</div>
</div>
Unknownnoreply@blogger.comtag:blogger.com,1999:blog-1289091605430870862.post-52856938039938577352015-06-22T06:30:00.000-04:002017-04-25T10:39:51.025-04:00Centered on the Web<div dir="ltr" style="text-align: left;" trbidi="on">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiIwgM9_hvpaNH0hvUvccAKDN6ku3J4vv1Ke4xdgL9zdgLYsAFQ94hUsuHNmoiO1OFSlJFzBeWEBqY5AdpY-SMDcQmn45T0nbX7Mk_zcSJV1DhfiGU6GCI16TytGVju0S3FoiWPdCp_BECF/s1600/%2540+Web.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiIwgM9_hvpaNH0hvUvccAKDN6ku3J4vv1Ke4xdgL9zdgLYsAFQ94hUsuHNmoiO1OFSlJFzBeWEBqY5AdpY-SMDcQmn45T0nbX7Mk_zcSJV1DhfiGU6GCI16TytGVju0S3FoiWPdCp_BECF/s1600/%2540+Web.jpg" /></a>There's a strange and rather unfortunate trend emerging in online venues.<br />
<br />
From landing pages to websites and blogs, there's an inexplicable proliferation of centered text. It's particularly common on small business sites, where they appear to believe it looks arty or sophisticated.<br />
<br />
They're mistaken. There's nothing inherently wrong with centered text, but it's extraordinarily difficult to read, so a little goes a very long way.<br />
<br />
Let's look at some examples.<br />
<br />
This is an excerpt from <a href="http://crossbridge1.blogspot.com/2012/02/case-studies-5-ways-they-work-for-you.html" target="_blank">Case Studies | 5 Ways They Work for You</a>:<br />
<blockquote class="tr_bq">
<span style="font-family: inherit;"><span style="background-color: white; color: #222222; line-height: 18.4799995422363px;">Case studies are remarkably effective marketing and sales tools. </span></span><span style="font-family: inherit;"><span style="background-color: white; color: #222222; line-height: 18.4799995422363px;">They provide a structured way to tell a compelling story, and from the dawn of time, stories have been a potent way to share information or make a point. </span></span><span style="font-family: inherit;"><span style="background-color: white; color: #222222; line-height: 18.4799995422363px;">The best case studies include meaningful data, testimonials, examples and results. It takes time, resources and effort to accomplish this, but it’s worth it.</span></span></blockquote>
<br />
Here's how the same passage looks when it's centered.<br />
<blockquote class="tr_bq" style="text-align: center;">
<span style="font-family: inherit;"><span style="background-color: white; color: #222222; line-height: 18.4799995422363px;">Case studies are remarkably effective marketing and sales tools. </span></span><span style="font-family: inherit;"><span style="background-color: white; color: #222222; line-height: 18.4799995422363px;">They provide a structured way to tell a compelling story, and from the dawn of time, stories have been a potent way to share information or make a point. </span></span><span style="font-family: inherit;"><span style="background-color: white; color: #222222; line-height: 18.4799995422363px;">The best case studies include meaningful data, testimonials, examples and results. It takes time, resources and effort to accomplish this, but it’s worth it.</span></span></blockquote>
<div>
<span style="font-family: inherit;"><span style="background-color: white; color: #222222; line-height: 18.4799995422363px;"><br /></span></span></div>
<div>
<span style="font-family: inherit;"><span style="background-color: white; color: #222222; line-height: 18.4799995422363px;">See the problem? Wading through this relatively short excerpt is a headache-inducing challenge.</span></span><br />
<span style="font-family: inherit;"><span style="background-color: white; color: #222222; line-height: 18.4799995422363px;"><br /></span></span>
<span style="font-family: inherit;"><span style="background-color: white; color: #222222; line-height: 18.4799995422363px;">Add in the fact that most people scan rather than read, and the absence of a fixed starting point makes this or any text very difficult to review, let alone process and comprehend.</span></span></div>
<div>
<span style="font-family: inherit;"><span style="background-color: white; color: #222222; line-height: 18.4799995422363px;"><br /></span></span></div>
<div>
<span style="font-family: inherit;"><span style="background-color: white; color: #222222; line-height: 18.4799995422363px;">This means if your business blog or website features centered text, it's likely you're losing customers and prospects. In today's fast-aced environment, few are willing to work hard enough to wade through a more than a few lines of centered text.</span></span></div>
<div>
<span style="font-family: inherit;"><span style="background-color: white; color: #222222; line-height: 18.4799995422363px;"><br /></span></span></div>
<div>
<span style="font-family: inherit;"><span style="background-color: white; color: #222222; line-height: 18.4799995422363px;">You can correct or prevent the problem by restricting centered text to these limited applications:</span></span></div>
<div>
<ul>
<li><span style="color: #222222;"><span style="line-height: 18.4799995422363px;"><i>Brief </i>titles</span></span></li>
<li><span style="color: #222222;"><span style="line-height: 18.4799995422363px;"><i>Brief </i>labels for graphics, images, tables or charts</span></span></li>
<li><span style="color: #222222;"><span style="line-height: 18.4799995422363px;"><i>Brief </i>product descriptions </span></span></li>
<li><span style="color: #222222;"><span style="line-height: 18.4799995422363px;"><i>Brief </i>phrases </span></span></li>
</ul>
<div>
<span style="color: #222222;"><span style="line-height: 18.4799995422363px;"><br /></span></span></div>
<div>
<span style="color: #222222;"><span style="line-height: 18.4799995422363px;">Notice the emphasis on <i>brief</i>? With centered text, less is definitely more.</span></span><br />
<span style="color: #222222;"><span style="line-height: 18.4799995422363px;"><br /></span></span>
<span style="color: #222222;"><span style="line-height: 18.4799995422363px;">You can completely circumvent this issue and create crisp, clean copy by adopting common business standards, which means you left-align all copy in plain block paragraphs and lists.</span></span><br />
<br />
<span style="color: #222222;">In work and life, striving to be centered is a good thing, but on the web, it just doesn't work.</span></div>
</div>
<br /></div>
Unknownnoreply@blogger.comtag:blogger.com,1999:blog-1289091605430870862.post-5270307823201595872015-05-18T06:30:00.000-04:002016-09-17T14:52:16.924-04:0012 Reasons to Blog<div dir="ltr" style="text-align: left;" trbidi="on">
<div class="MsoNormal" style="margin: 12pt 0in 0.0001pt;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjw5jT0WCYI03Uad8Vn0JBZD1eA1PJddf5ekLfIJMvN8IbTs6PckbSjE1jyVQOnKSFT0I470NqPuRM0VykNAzuJk4nwurUqpeD5yVXtjo-W8HyK5IaruDiKhiWscFHS7LzVUM-qhYEPo-aq/s1600/12+png.png" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="190" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjw5jT0WCYI03Uad8Vn0JBZD1eA1PJddf5ekLfIJMvN8IbTs6PckbSjE1jyVQOnKSFT0I470NqPuRM0VykNAzuJk4nwurUqpeD5yVXtjo-W8HyK5IaruDiKhiWscFHS7LzVUM-qhYEPo-aq/s200/12+png.png" width="200" /></a>In recent
months, I’ve been creating content for everyone ... except Crossbridge that is. It’s always good to be in demand, but it's produced some unexpected consequences.</div>
<div class="MsoNormal" style="margin: 12pt 0in 0.0001pt;">
This became clear when a client commented on the blog and mentioned the reduced posting frequency.
It’s good to know people are reading your business blog, but his remarks drove home this point: </div>
<blockquote class="tr_bq" style="margin: 12pt 0in 0.0001pt;">
<i>Contrary to
perception, blogging is alive, well and growing, because both existing and potential <a href="http://crossbridge1.blogspot.com/2016/09/3-tips-for-crafting-content-to-boost.html" target="_blank">clients value quality content</a>.</i></blockquote>
<div class="MsoNormal" style="margin: 12pt 0in 0.0001pt;">
<o:p></o:p></div>
<div class="MsoNormal" style="margin: 12pt 0in 0.0001pt;">
It was a timely
reminder. If you're trying to manage the
competing demands of multiple social media venues, there are 12 solid reasons why your
company should maintain an active blog:</div>
<div class="MsoNormal" style="margin: 12pt 0in 0.0001pt;">
<o:p></o:p></div>
<div class="MsoNormal" style="margin: 12pt 0in 0.0001pt 0.25in;">
</div>
<ol>
<li><b>Ad infinitum</b>. What you post now works for you around the
clock 24/7, 365 days a year. This year, next year and for years to come.</li>
<li><b>Building blocks</b>.
Blog content can be leveraged in multiple ways. Blog first, then <a href="http://crossbridge1.blogspot.com/2010/07/brand-v-branding-whats-difference.html" target="_blank">promote the content and your brand</a> through Facebook, Google+, Twitter, print, email and more.</li>
<li><b>Business as
usual</b>. In today’s business landscape, a stagnant blog sends an unreadable signal.
Is the company defunct or just busy? Confusion causes uncertainty and
uncertainty sends customers elsewhere.</li>
<li><b>Blog-only
benefits</b>. Blogs are the ideal place to make special offers that attract, build
and reward loyal readers/customers.</li>
<li><b>Centralized communications</b>.
Pin, tweet and tag to your heart’s desire, but savvy, time-conscious customers
are seeking central repositories where they can efficiently find <a href="http://crossbridge1.blogspot.com/2014/01/mastering-seo-universe.html" target="_blank">useful, reliable information</a> rather than an endless series of one-liners, broken links, quirky quips or (yet
another) string of pretty pictures.</li>
<li><b>Constant contact</b>.
Blogging helps you <a href="http://crossbridge1.blogspot.com/2011/07/b2b-blogs-6-critical-considerations.html" target="_blank">sustain constant, steady contact with customers</a>, vendors, suppliers and prospects.</li>
<li><b>Critical mass</b>. <a href="http://crossbridge1.blogspot.com/2011/07/b2b-blogs-find-your-frequency.html" target="_blank">Building core content mass boosts SEO results</a> and establishes you as an industry leader.</li>
<li><b>Differentiation</b>.
Now more than ever, quality content helps you <a href="http://crossbridge1.blogspot.com/2011/07/b2b-blogs-7-fast-facts.html" target="_blank">stand out from your competition</a>.</li>
<li><b>Expert status</b>.
Not all blogs or bloggers are created equal, but if you produce a steady stream
of <a href="http://crossbridge1.blogspot.com/2011/08/seo-what-does-high-quality-mean-to-you.html" target="_blank">solid content, it will build or reinforce your status as an expert</a> in your
field. This effect is exponentially magnified if competitors have
abandoned or neglected their blogs.</li>
<li><b>Findability</b>. Frequent
posts <a href="http://crossbridge1.blogspot.com/2012/11/seo-how-findable-are-you-online.html" target="_blank">raise your online profile and improve search engine results</a>.</li>
<li><b>Open channel</b>. Blogs serve as a reliable venue where you can
solve problems, ask for feedback, develop new products, promote upcoming
releases, respond to crises or concerns, and much more.</li>
<li><b>Relationships</b>. Blogs
help solidify new and existing relationships, in the same way print newsletters
did in the past.</li>
</ol>
So how often should you post to your business blog? To grow your business, experts recommend:<br />
<div class="MsoNormal" style="margin: 12pt 0in 0.0001pt;">
<o:p></o:p></div>
<div class="MsoNormal" style="margin: 0in 0in 0.0001pt 0.5in;">
<b>Minimum: </b>1 time per month<o:p></o:p></div>
<div class="MsoNormal" style="margin: 0in 0in 0.0001pt 0.5in;">
<b>Moderate: </b> 1 time per week / 4 times a month<o:p></o:p></div>
<div class="MsoNormal" style="margin: 0in 0in 0.0001pt 0.5in;">
<b>Maximum: </b> 2 to 4 times per week (more often and quality
tends to suffer or content becomes shallow and non-relevant)</div>
<div class="MsoNormal" style="margin: 12pt 0in 0.0001pt;">
Frequent posts drive temporary traffic, but <a href="http://crossbridge1.blogspot.com/2014/05/three-seo-constants.html" target="_blank">quality content is the key</a>: Visitors come and go.
Readers-followers <i>return</i> because they know they'll find something of value. Day
after day, week after week, year after year.<br />
<br /></div>
<div class="MsoNormal" style="margin: 12pt 0in 0.0001pt;">
<o:p></o:p></div>
</div>
Unknownnoreply@blogger.comtag:blogger.com,1999:blog-1289091605430870862.post-85158948738293008642015-03-03T11:44:00.001-05:002017-04-25T10:10:02.510-04:00Control the Use of Capitals<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhokV-HHGQZbpvDaKUBCwYGv2T_qJ3fwMz2ChBZ5V1GQ72LEQNtrwhoPC7LIskKiIL1-8Mw65BLcd6R8KHPlJ7z2dpCH9JHjj9nPkzfyDyOOwHWN-ZZz58elh4TEZkVrvEQnepJ2C1cPgkW/s1600/Letters+for+Blog+crpd.png" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhokV-HHGQZbpvDaKUBCwYGv2T_qJ3fwMz2ChBZ5V1GQ72LEQNtrwhoPC7LIskKiIL1-8Mw65BLcd6R8KHPlJ7z2dpCH9JHjj9nPkzfyDyOOwHWN-ZZz58elh4TEZkVrvEQnepJ2C1cPgkW/s1600/Letters+for+Blog+crpd.png" height="147" width="200" /></a>Capital letters play an important role in communication. They add emphasis to key words and help readers recognize concepts you find important.<br />
<br />
Like many useful things, however, a little capitalization goes a very long way.<br />
<br />
I was reminded of this during a recent research foray. A pivotal resource site had high quality content. Unfortunately, the over-zealous use of caps made it very difficult to read, let alone deduce what was important and what wasn't.<br />
<br />
<a name='more'></a>On the plus side, the website presented information in a mix of paragraphs and bullet lists, which is a useful way to guide visitors through complicated content. They also avoided using all caps, which is the text equivalent of bellowing at the top of your lungs.<br />
<br />
On the negative side, the bulleted items were quite long and every word was capitalized. It looked a bit like this:<br />
<ul>
<li>Useful Content Is Difficult To Decipher And Confusing To Readers When Every Word Is Capitalized Without Regard To Relative Importance And Its Potential Value To Your Customers And Other Likely Visitors.</li>
</ul>
<div>
To make matters more difficult, they resorted to random italics, bolding and underlining in an effort to emphasize pivotal points.<br />
<ul>
<li>Useful Content Is Difficult To <i>Decipher</i> <i>And Confusing</i> To Readers When Every Word Is <b>Capitalized Without Regard</b> To Relative Importance And Its <u>Potential Value To Your Customers</u> And Other Likely Visitors.</li>
</ul>
The situation was further complicated by the wealth of technical detail embedded in the lists describing a series of intricate factors related to specialized machining processes.<br />
<br />
Picture a web site filled with bulleted items like those above, one after another, and you begin to see the problem. To describe the effect as overwhelming would be an extreme understatement.</div>
<div>
<br /></div>
<div>
It's easy avoid these pitfalls. Simply follow a few basic guidelines to effectively handle capitalization on your website or blog.</div>
<div>
<br /></div>
<div>
1. Restrict all caps to very short tab labels, titles or headings:</div>
<div>
<ul>
<li>PRODUCTS</li>
<li>CORE CRITERIA</li>
<li>FIVE FACTORS</li>
</ul>
<div>
2. Capitalize only the key words in longer titles or headings:</div>
</div>
<div>
<ul>
<li>Product Applications</li>
<li>Core Criteria for New Users</li>
<li>Five Factors to Consider</li>
</ul>
</div>
<div>
3. Use initial caps for phrases and sentences:</div>
<div>
<ul>
<li>To learn more about the best applications for our products, read our collection of case studies.</li>
<li>If you're a new user, take time to review the core criteria.</li>
<li>Keep the five factors in mind, because they will have a direct impact on production processes and part quality.</li>
</ul>
<div>
As you apply these guidelines, be consistent. Establish basic standards for routine elements and follow them. A very simple strategy might look like this:</div>
</div>
<div>
<ul>
<li>Tab Labels (capitalize key words)</li>
<li><b>Article Titles </b>and<b> Page Headings</b> (bold; capitalize key words)</li>
<li><span style="color: #990000; font-size: x-small;">SIDEBAR HEADINGS </span>(all caps; smaller font size; accent color)</li>
</ul>
<div>
The bottom line? You've invested time and money to ensure your website features quality content that delivers real value. Take a few simple, practical measures to leverage this investment by presenting a polished, professional online presence.</div>
</div>
<div>
<br />
<span style="color: #666666;">______________________</span><br />
<br />
Related<br />
<a href="http://crossbridge1.blogspot.com/search/label/Before%20%26%20After" target="_blank">Before & After</a> (examples)<br />
<a href="http://crossbridge1.blogspot.com/2011/05/humble-hyphen.html" target="_blank">The Humble Hyphen</a><br />
<a href="http://crossbridge1.blogspot.com/search/label/Writing%20Simplified" target="_blank">Writing Simplified</a><br />
<br /></div>
Unknownnoreply@blogger.comtag:blogger.com,1999:blog-1289091605430870862.post-78103177525968975762015-01-25T15:51:00.000-05:002016-09-17T15:27:24.598-04:00Spilldown Effects<div dir="ltr" style="text-align: left;" trbidi="on">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgXJIW8Cd66I8xaMRKgZftc49M5dyl3QYSIqT6Cvyt8eywVdgqZb5QNprIfT8Ds5lth6xOxUCmL9EiEZ2Afo26fbTFYQjlYl6iQZNzeU8Xlf6qkpqhtjmvIabnYaBBzvEewPOf2D2PB2AMZ/s1600/Sales+-+Selling.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="121" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgXJIW8Cd66I8xaMRKgZftc49M5dyl3QYSIqT6Cvyt8eywVdgqZb5QNprIfT8Ds5lth6xOxUCmL9EiEZ2Afo26fbTFYQjlYl6iQZNzeU8Xlf6qkpqhtjmvIabnYaBBzvEewPOf2D2PB2AMZ/s1600/Sales+-+Selling.jpg" width="200" /></a>On January 1, 2015, the European Union expanded its VAT tax to encompass any seller located anywhere in the world who sold any item to anyone in any EU country.<br />
<br />
The spilldown effects of this decision have rippled through the business world and these effects will continue to be felt for some time to come.<br />
<br />
Let's focus on a few fundamentals. Apparently, the new VAT tax:<br />
<ul>
<li>Has no floor (no sale is exempt no matter how small it is)</li>
<li>Must be collected, processed and paid by every seller</li>
<li>Applies to every type of business and every type of sale (no exceptions)</li>
</ul>
In three short weeks, this tax has had a noticeable impact on American businesses, particularly those in the small and micro categories.<br />
<br />
<br />
The responses have been varied and occasionally startling:<br />
<ul>
<li>Some small businesses have simply closed their doors because they were unwilling to deal with the hassle of designing and maintaining a special system to support the EU's latest tax gambit. The new VAT policy is literally the tax that broke more than one camel's back.</li>
<li>Some are refusing to sell to EU companies or residents and have posted notices in their online stores to this effect. They're working to offset lost revenue by expanding sales in non-EU markets.</li>
<li>Some have increased all base prices, a decision that negatively affects every buyer, not just those in the EU. In some cases the increases have been dramatic, so it appears they want to recover the full tax amount <i>and </i>recover the ongoing costs of developing and maintaining yet another tax handling, reporting and payment system.</li>
<li>Some are taking a "wait and see" approach. Meanwhile, they're compiling data from past EU sales to determine whether the revenues justify the time, expense and headaches involved. A number have admitted it's likely they too will choose to block EU purchases.</li>
</ul>
<div>
Readers who aren't small business owners are scratching their heads in puzzlement and asking, "What's the big deal?"<br />
<br />
Those who <i>are </i>small and micro business owners understand. They already pay a wide variety of federal, state, county and local taxes in the form of income taxes, fees, licenses, permits, certifications, mandatory health care, property taxes, and much, much more. Many also function as unpaid sales tax collectors for their state, county and local governments.</div>
<br />
Now, their businesses and work lives have become infinitely more complicated, because they must also function as unpaid tax collectors for a foreign entity.<br />
<br />
Practically speaking, many small businesses simply don't have the time, money, people and resources to accommodate this mandate. Looking solely at the time factor, consider this: Recent studies indicate the typical small business owner in America works an average of 52 hours a week, and more than a quarter of all self-employed Americans routinely clock more than 60 hours a week.<br />
<div>
<br /></div>
<div>
Contrast this with the EU, where the average work week in seven countries is 35 hours or less.</div>
<div>
<br /></div>
<div>
American entrepreneurs are already working long hours to keep their businesses afloat in a challenging economy. It's easy to understand why some have run the numbers and concluded the cost of doing business in the EU far outweighs the benefits.</div>
<br /></div>
Unknownnoreply@blogger.comtag:blogger.com,1999:blog-1289091605430870862.post-89265105203947207412015-01-01T00:01:00.000-05:002015-05-18T07:35:44.957-04:00A Brand New Year<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi5rcrTCDLnyLia10AEXm3G0Yfa0DpBqBjOGOAOd9ic3NEbtgKTlOd_OOrCcf58zciy1pAHBK5MKb3ukIEBSD5sz93znjxqelxvmq_IbatX6n3zSHOzy_YaTdALDvfVB8OJGnJScuXgctOK/s1600/Jan+1+-+New+Year.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi5rcrTCDLnyLia10AEXm3G0Yfa0DpBqBjOGOAOd9ic3NEbtgKTlOd_OOrCcf58zciy1pAHBK5MKb3ukIEBSD5sz93znjxqelxvmq_IbatX6n3zSHOzy_YaTdALDvfVB8OJGnJScuXgctOK/s1600/Jan+1+-+New+Year.jpg" /></a>It's time to welcome a brand new year filled with promise and opportunity.<br />
<br />
This means it's once again time to update the copyright statements on your website and blog.<br />
<br />
Why bother? Updating your copyright statement:<br />
<div class="MsoNormal" style="margin-left: .5in;">
<ul>
<li>Boosts your search engine rankings</li>
<li>Improves your online findability</li>
<li>Informs customers, vendors and prospects you’re current and up to date</li>
<li>Confirms you’re still actively engaged in your business</li>
<li>Demonstrates you diligently manage your online presence</li>
</ul>
</div>
<div class="MsoNormal">
It does something else as well. It indicates you're paying attention to and staying on top of little as well as big things. This sends a powerful message to existing and potential customers, advertisers, supporters and yes, search engines.<br />
<br />
Remember using specific dates in your copyright statement tends to improve your search engine rankings. Why? Some engines actively search for current dates (2015) rather than sweeping statements (copyrighted from 2010 to present). The general statement is easier and requires no additional attention, but it also does little to positively affect your online rankings.<br />
<br />
Do it now, while you're thinking about it. Otherwise, it will get lost in the flurry of tasks that accompany this time of year.<br />
<br />
<i>Happy New Year one and all!</i><br />
<i><br /></i></div>
Unknownnoreply@blogger.comtag:blogger.com,1999:blog-1289091605430870862.post-72063219224594844012014-12-16T16:55:00.000-05:002015-05-20T14:30:22.403-04:00'Tis the Season<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh08qApn6wmVOp09EU7hY3G0KCIp2smDTOH9cIImymwNGoQPvlFxKdyUpLYDiO3bAUoQNqTyBIPzTVfADqIuTsialYSO1lqalH5hxmEkVJgIWQek9xYbFd2b1OU8S6WslmZZ_DyGySbQ3Vg/s1600/Holly+Icon+FNL+sml.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh08qApn6wmVOp09EU7hY3G0KCIp2smDTOH9cIImymwNGoQPvlFxKdyUpLYDiO3bAUoQNqTyBIPzTVfADqIuTsialYSO1lqalH5hxmEkVJgIWQek9xYbFd2b1OU8S6WslmZZ_DyGySbQ3Vg/s1600/Holly+Icon+FNL+sml.jpg" /></a>In a recent conversation, a colleague commented they felt completely unprepared for the coming year.<br />
<br />
They described 2014 as so busy and demanding, everyone in the company has remained laser-focused on what has to be accomplished this day, this week or this month. The urgency of now has left little time, energy or brain power to create a plan for 2015.<br />
<br />
If you're wrestling with similar challenges, let me offer this ...<br />
<br />
<a name='more'></a>It's a roundup of some of the most frequently read posts on simple strategies for defining a plan:<br />
<br />
<a href="http://crossbridge1.blogspot.com/2013/05/strategy-perfect-plan.html" target="_blank">The Perfect Plan</a><br />
<a href="http://www.crossbridge1.blogspot.com/2012/05/strategy-power-of-game-plan.html" target="_blank">The Power of a Game Plan</a><br />
<a href="http://crossbridge1.blogspot.com/2012/03/strategy-find-your-sweet-spot.html" target="_blank">Find Your Sweet Spot</a><br />
<a href="http://crossbridge1.blogspot.com/2012/03/strategy-sweet-spot-in-action.html" target="_blank">The Sweet Spot in Action</a><br />
<br />
Yes, I know you're busy, Yes, I know it's the holiday season. But if what you <i>really </i>want for Christmas is the glimmer of a plan for the new year, perhaps these articles will help you move closer to that goal.<br />
<br />
Consider it the smallest of gifts in the spirit of the season in order to wish each and every one of you the happiest of holidays.<br />
<br />
<br />
<br />Unknownnoreply@blogger.comtag:blogger.com,1999:blog-1289091605430870862.post-27356639151899089802014-11-17T18:10:00.000-05:002016-10-04T08:41:10.280-04:00Strategy | Pinpointing Product Priorities<div dir="ltr" style="text-align: left;" trbidi="on">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjdbfhl6lfHCyTWWHadC8ckuPP88mqn8ybczZFJafYIqlghOJ3aR0-yi43YpSaL6zXnyCW_kmrAn5ZW1XB6WlOd7-b6kNg5N3avM0bZf2JaRmt5NGjGlwErCvxx76AYOPYNji3JkI-yJIBy/s1600/Marketing.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjdbfhl6lfHCyTWWHadC8ckuPP88mqn8ybczZFJafYIqlghOJ3aR0-yi43YpSaL6zXnyCW_kmrAn5ZW1XB6WlOd7-b6kNg5N3avM0bZf2JaRmt5NGjGlwErCvxx76AYOPYNji3JkI-yJIBy/s1600/Marketing.jpg" /></a>It's planning season, that time of year when every organization large or small is struggling to refine its strategic focus for the coming year.<br />
<br />
We have in fact been working with a small business client on just such an effort. The big pieces of the plan have solidified and the client is so delighted, they were happy to share a high level overview here.<br />
<br />
Let's take a look.<br />
<br />
<a name='more'></a><span style="color: #990000;">Highlights</span><br />
<br />
The company has several existing product lines along with new products in various stages of development. Product expansion is a top priority for the foreseeable future, so we created a basic Venn diagram as part of the strategic analysis to illustrate priorities and clarify crucial relationships. (Obviously, the client's version is specific and detailed.)<br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiOEar5N4Ad9zMWBQgyAd-O8ssijWRYB4JlaMtT0_dg-wz5X2hKQl7-2areHQnuvvv-j2_IzS_mwvd5RExaB2oqWiKi5Mhhzw29t8MWP1iGnpryRov9auhSK9quK-VqA1T1uNdhsbtJZnQZ/s1600/Product+Strategy+Sweet+Spot+-+Generic+Overview.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="300" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiOEar5N4Ad9zMWBQgyAd-O8ssijWRYB4JlaMtT0_dg-wz5X2hKQl7-2areHQnuvvv-j2_IzS_mwvd5RExaB2oqWiKi5Mhhzw29t8MWP1iGnpryRov9auhSK9quK-VqA1T1uNdhsbtJZnQZ/s1600/Product+Strategy+Sweet+Spot+-+Generic+Overview.png" width="400" /></a></div>
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Top tier products are integral to the client's core business. The products are separate and distinct, but they share similarities, such as the fact that development, testing, refinement and release require a significant amount of time that's relatively fixed. These products are valued by the primary customer base, command a higher price and are less price sensitive overall.<br />
<br />
Second tier products are just what they sound like. They support and supplement primary products. They have specific features that help them sell steadily so they're worth producing. However, they're competing in a crowded, competitive arena and customers tend to be more price sensitive.<br />
<br />
The tertiary line represents spinoff opportunities that in the past were largely unanticipated and often ignored. Products in this category are loosely related to the other two lines, are comparatively easy to produce, appeal to a broader customer base and create an additional income stream. If production costs rise or distribution becomes complicated, tier three products can be pared down, reconfigured or abandoned without harming the core business or other product lines.<br />
<br />
<span style="color: #990000;">Bottom Line</span><br />
<br />
The holiday season is on the horizon and the year is rapidly coming to a close. As hectic as things are, it's worth carving out time now to clarify your strategy and define your plan of action, so you and your organization can hit the ground running when January arrives. Something as simple as the strategy shown here could be precisely what you need.<br />
<br />
<br /></div>
Unknownnoreply@blogger.comtag:blogger.com,1999:blog-1289091605430870862.post-81365156783050496822014-09-29T06:30:00.000-04:002017-04-25T11:09:15.113-04:00Manufacturing Day | Take a Closer Look<div dir="ltr" style="text-align: left;" trbidi="on">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiu7GPA7x03BNOcSYmFHca2JxKkNwtpsF23m5nNa2KqKtEqGYy6KUXFc2xaOz2YxByiC1jN-ArdFHYrzxXvGUS0POoP8zXcblnmheOIdc6FLwdPO8J4RD9cPHTyn_osOO227vdjinKJih_T/s1600/Gear+cog+brass+smllr.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="151" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiu7GPA7x03BNOcSYmFHca2JxKkNwtpsF23m5nNa2KqKtEqGYy6KUXFc2xaOz2YxByiC1jN-ArdFHYrzxXvGUS0POoP8zXcblnmheOIdc6FLwdPO8J4RD9cPHTyn_osOO227vdjinKJih_T/s1600/Gear+cog+brass+smllr.jpg" width="200" /></a>Hopefully, many of you are doing your part to ensure the success of Manufacturing Day (Oct 3) and the ongoing success of manufacturing operations in the US.<br />
<br />
The last time I checked the <a href="http://www.mfgday.com/" target="_blank">MFG DAY</a> website, more than 1300 events were being sponsored by manufacturers in 49 of the 50 states. (Alaska was the only one that had no manufacturing events scheduled.)<br />
<br />
As many of you know, I've spent quite a few years researching and writing for, by and about <a href="http://crossbridge1.blogspot.com/search/label/Manufacturing" target="_blank">manufacturing trends, technologies, processes and challenges</a>. You also know about some of the work Crossbridge has done regarding <a href="http://crossbridge1.blogspot.com/2011/04/creating-manufacturing-career-pipeline.html" target="_blank">manufacturing careers</a> and <a href="http://crossbridge1.blogspot.com/2012/02/education-building-stem-teacher.html" target="_blank">STEM education</a>.<br />
<br />
If you can't see the importance of manufacturing to your daily life, regional vitality or our national economy, take a closer look. If you believe manufacturing is as outdated as a dinosaur, take a closer look. If you're trying to figure out what to major in at college, take a closer look. If you're considering a career change, take a closer look.<br />
<br />
Mark your calendar and sign up now for a nearby event. Manufacturing Day is a great way to take a fresh look at modern manufacturing. You'll discover a fascinating world inhabited by makers, doers and innovators.<br />
<br />
<br />
Related<br />
<a href="http://crossbridge1.blogspot.com/2011/10/manufacturing-could-we-make-it-in.html" target="_blank">Could We Make It in America?</a><br />
<a href="http://crossbridge1.blogspot.com/2011/11/manufacturing-should-we-make-it-in.html" target="_blank">Should We Make It in America?</a><br />
<a href="http://crossbridge1.blogspot.com/2011/11/manufacturing-will-we-make-it-in.html" target="_blank">Will We Make It in America?</a><br />
<br />
<br /></div>
Unknownnoreply@blogger.comtag:blogger.com,1999:blog-1289091605430870862.post-30810504226880941222014-09-03T17:57:00.000-04:002017-04-25T11:09:15.000-04:00Gear Up for Manufacturing DayThis year marks the third annual Manufacturing Day event, which is slated for Friday, October 3.<br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiu7GPA7x03BNOcSYmFHca2JxKkNwtpsF23m5nNa2KqKtEqGYy6KUXFc2xaOz2YxByiC1jN-ArdFHYrzxXvGUS0POoP8zXcblnmheOIdc6FLwdPO8J4RD9cPHTyn_osOO227vdjinKJih_T/s1600/Gear+cog+brass+smllr.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiu7GPA7x03BNOcSYmFHca2JxKkNwtpsF23m5nNa2KqKtEqGYy6KUXFc2xaOz2YxByiC1jN-ArdFHYrzxXvGUS0POoP8zXcblnmheOIdc6FLwdPO8J4RD9cPHTyn_osOO227vdjinKJih_T/s1600/Gear+cog+brass+smllr.jpg" height="151" width="200" /></a></div>
<br />
<div style="background-color: white;">
Large or small, if you're involved in manufacturing you should be thinking now about what you can do to participate in or contribute to the success of manufacturing.</div>
<div style="background-color: white;">
<br /></div>
<div style="background-color: white;">
If you're an educator, you should consider ways to do the same. Invite a manufacturer into your classroom to speak with students or arrange for a field trip.</div>
<div style="background-color: white;">
<br /></div>
<div style="background-color: white;">
I write regularly about manufacturing, education and related topics. As you gear up for <a href="http://www.mfgday.com/" target="_blank">Manufacturing Day</a>, you might find these articles relevant:</div>
<div style="background-color: white;">
</div>
<ul>
<li><a href="http://crossbridge1.blogspot.com/2013/10/october-is-manufacturing-month.html" target="_blank">October is Manufacturing Month</a></li>
<li><a href="http://crossbridge1.blogspot.com/2013/09/manufacturing-see-stem-in-action.html" target="_blank">Manufacturing | See STEM in Action</a></li>
<li><a href="http://crossbridge1.blogspot.com/2013/05/education-industry-plan-now-for.html" target="_blank">Plan Now for Manufacturing Month</a></li>
</ul>
<br />
<div style="background-color: white;">
</div>
<a name='more'></a>Meanwhile, here's what the National Institute of Standards and Technology (NIST) has to say:<br />
<blockquote class="tr_bq" style="background-color: white;">
Manufacturing Day addresses common misperceptions by giving manufacturers an opportunity to open their doors and show, in a coordinated effort, what manufacturing is - and what it isn't. By working together during and after MFG DAY, manufacturers will begin to address the skilled labor shortage they face, connect with future generations, take charge of the public image of manufacturing, and ensure the ongoing prosperity of the whole industry.</blockquote>
<div style="background-color: white;">
I would change that last sentence to read: "... and ensure the ongoing prosperity of the whole <strike>industry</strike> country."</div>
<div style="background-color: white;">
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<div style="background-color: white;">
It's a small change, but it makes a big difference, doesn't it?</div>
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Unknownnoreply@blogger.comtag:blogger.com,1999:blog-1289091605430870862.post-50158660675163046152014-07-28T10:23:00.000-04:002014-07-28T10:23:09.478-04:00Speaking of Attention Spans ...<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgXyLdAdYLeC-9bcFySG2NIFt5bt_7duYIcrGXOpAK4ckd7c-JjGhhgUP7Sk6EYt9vDk0KxOy2U-vlBVH_-m-1Ctu3K3RklTZie81QUgX1N6FIOHdQghWr87nsKwwuEHa-Z5UwPEPt29MZQ/s1600/goldfish+for+blogpost.png" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgXyLdAdYLeC-9bcFySG2NIFt5bt_7duYIcrGXOpAK4ckd7c-JjGhhgUP7Sk6EYt9vDk0KxOy2U-vlBVH_-m-1Ctu3K3RklTZie81QUgX1N6FIOHdQghWr87nsKwwuEHa-Z5UwPEPt29MZQ/s1600/goldfish+for+blogpost.png" height="191" width="200" /></a>In one of my recent research forays, I ran across this fascinating and fantastic tidbit:<br />
<ul>
<li>The average person has an attention span of 8 seconds.</li>
<li>The average goldfish has an attention span of 9 seconds.</li>
</ul>
<br />
Like most of you, I approach online content with a fair degree of healthy skepticism. In general, I assume Pareto's 80/20 principle is alive, well and fully operational, meaning roughly 80% of all online content has little or no basis in fact.<br />
<br />
<a name='more'></a>I have no readily available method of proving or disproving either of the facts above. It's difficult to argue with the first finding, however, since we're all a bit distracted these days by the constant ring, ping, bong, buzz and vibration of ever-present electronic devices.<br />
<br />
The second fact regarding goldfish is particularly intriguing. The research methodology wasn't described but the finding raises an obvious question: How do you measure the attention span of a goldfish?<br />
<br />
One can only hope that in the epic battle of man v. goldfish, researchers leveled the playing field and tricked out the fish tank with at least one buzzing cell phone, a ringing landline, an activated tablet and two glowing computer screens.Unknownnoreply@blogger.com