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Business writing is essential to solidifying the message of your brand. All content is marketing. From emails to tweets to blog posts as well as emails, your audience wants to rely on an expert and any mistake on your part will be a strike against your product or service. Let’s begin with emails and all the intricacies they entail.

Length
Each email should aim to be only three sentences long. In American culture, the strong silent type is revered by most. The less you say, the better because emails are never truly private and they can be used against you. Three sentences will is get straight to the point and does will not allow from for the dreaded long-winded, and self-congratulatory messages that some tend to prefer to write. A person that who sends long emails is considered a windbag: pompous and annoying. Recipients do not want to read Tolstoy’s War and Peace every time they receive an email from you.

Formula

1. Greeting
2. Personal
3. Professional
4. Personal
5. Closing

Greeting
Start with a Good morning, afternoon, or evening. Be careful to note only the G is capitalized in the salutation. This is formal and you do not have to be as formal throughout the ensuing email, but it this greeting is considered more professional than a hey or hello. Save the informalities for personal communications.

Personal
The next line is should more personal and maybe even a bit cheesy. ‘Hope you enjoyed your vacation’ or ‘I hear Minnesota is getting a lot of snow.’ Something that speaks to them as a human will be looked on favorably. Americans have acquired the a reputation of for being friendly only when they want a favor. This is not true, but the perception warrants a diligence when addressing an international associate. Personal does not mean being intrusive. Keep it light and casual, more small talk than existential angst driven.

Professional
Next, get down to the ask, question, or your intent. It will take practice to condense your words, but in general, the professional line sentence should be about stay within the limits of ten words. long. Next [week/month/whatever], we’ll talk about tightening this sentence. A post will be dedicated to tightening this sentence. Do not be overly detailed or exaggerate the situation.

Personal
The second personal line should be the last sentence in your email. ‘I look forward to working with you on ____ ’ or ‘Let’s take care of __________.the meeting notes sooner so we can continue progressing with our common goals.’ Write something so to acknowledge the recipient for past, present, or future professionalism. You are writing to them as a member of your business community, so you must recognize a shared goal, spoken or understood.

Closing
The closer is the last line of the email before you sign off with your name. “’Best’” is dismissive and “’Best wishes’” is more appropriate for a celebratory card, such as a cat’s birthday party or a wedding. ‘Kindest regards’ is the internationally the most favorite closer. These two words convey warmth and acknowledgement. Think carefully what you want your last impression to be, especially when communicating with someone of a higher status.

Sample
Good morning Anais,
Glad to have you back from vacation. The meeting notes from the China project have been formalized and are attached. We look forward to hearing your feedback.
Kindest regards,
Barbara
Takeaway
Three sentences is the ideal length for professional emails. Your greeting should be capitalized correctly. The personal line should acknowledge your recipient ’s life without being forward. Make your intent known in the next line and be as concise as possible. Afterwards, generate the last professional line to align the common goal, yourself, and the recipient. ‘Kindest regards’ is the most popular closer, as it is friendly without sending a stage five 5-clinger vibe.

Burning house!

Alien attack!

Run! There is a Star Wars Convention!

Your story’s conflict can be boiled down to man vs. man, man vs. nature, or man vs. self. A crisis plays into the conflict but cannot stand alone within the memoir’s structure. Examples of a crisis could be the stock market crashing or an alien attack, states of emergency. Complications are not the conflict, and neither is the crisis. With so many literary terms used in memoirs, it is easy to get confused. Complications are a series of minor conflicts, and a crisis is an emotional or physical emergency that can be related to conflict, but stands apart from it.

To stay in the Mean Girls vein, the conflict is old Cady versus new Cady i.e. man versus self. Cady’s conflict is within. She is trying to maintain a balance between her light and dark side. The crisis is when Regina George unleashes the fury of the student body via the North Shore Burn Book. Emotions are chaotic and the halls are not unlike the jungles of Cady’s youth. Cady is pushed to desperately act in the present before normalcy is destroyed forever. The emergency event has left her no choice but to be brave.

To recap this section, the crisis is sudden and emotionally violent. More than one crisis heightens the emotional state of the protagonist and gets him/her to take drastic measures thus reaching a resolution via accelerated shedding of insecurities. Most of us will not act or change unless no other option is left. Consider these human elements when developing your protagonist.

Quality control is much more in depth that okaying products at the end of an assembly line. It is primarily about the mentality of the company you have hired to produce your goods. All employees from the front desk to the warehouse must be committed not only to the promise of low cost high quality, but a dedication to excellence as well. There are numerous international companies that promise this, but do not have the structure to attain this goal. One must be practical about quality control on a day to day basis not just in meetings or at trade shows. Once a company has gained your trust, then loyalty will certainly follow thus creating a win-win situation for all involved. Time is always a factor in quality control as defective parts take longer to fix as well as diminish confidence of staff, consumers and clients. Profits will usually increase with the proper quality controls in place.

It can be a challenge to trust another company to manufacture your goods to your exact specifications and with high quality. Outsourcing to another country where the language and culture are not your own, can be particularly anxiety producing. You have to be able to allow the process to happen and that there are quality controls already in place. 72% of shoes are made in China according to statisticbrain.com. A country with the lion’s share of manufacturing opportunities is doing something correctly. Quality Control, or QC as it is commonly known in the industry, is comprised of multiple aspects. External elements include controls, job management, well-managed processes performance and integrity criteria, alongside identification of records are integral parts of creating a product of the highest quality. Internal elements of quality control are the treatment of the workers and a positive working environment. American companies do their best to create safe and positive working environment for their workers. The following is a list of the top three practicalities when dealing with quality control.

1. Inspections (primarily materials)

Quality control insists on material inspection. All materials must be safe and not run. In quality control, one of the QC managers will do what is called a rub test in which a cloth is run over the new product to make sure the colors do not run. A shoe that leaves dye on the consumer will not be very popular. Materials are also tested to ensure they meet the client’s expectations. If a shoe is to be made in leather, it stands to follow pleather will simply not do. Throughout the numerous inspections, the orders are consistently checked to deliver to the client’s expectations. Shoes will also be cleaned to make sure all chemicals incurred during the production process are removed.

2. Consistency

Another aspect of quality control is the insistences that all products are uniform in natural. For example, if the client wants five inch heels, then all quantities must have five inch heels to the exaction of the client’s orders.  All inferior products will be removed and not included with the clients’ orders. Size and measurements are checked to make sure they fit specifications. In addition, the soles of shoes are rigorously tested for traction in order to prevent injuries. Finally, all stitching is checked for density and customization. Quality Control involves quite a bit from each department and stringent attention to detail.

3. Ask the Managers

Employees are directed by a manager in factories, so  get to know the staff when meeting with your manufacturers. High quality companies will welcome questions. Mangers are in charge of not only the production lines running smoothly, but that the machinery is performing at optimal levels as well. They are always the liaison between the administration and staff. Managers must be effective communicators and not rely on fear tactics to speed up the process. They should be innovators helping the process of having your vision become a reality. When deciding which company with manufacture your goods, ask to see the manager to inquire about daily operations.

Twitter only allows you to use 120-140 characters. Keep it as short and sweet as possible. At first, you may be challenged by the length, but after a month you will grow comfortable with the limitation. If you go over the allotment, you will get cut off and look unprofessional.

Hashtags
Include #s (hashtags) in many of your tweets so that it’s easier for people to find you. Making your personalized hashtag is also popular. Three hashtags are the maximum limit suggested in each tweet. Stuffing tweets with hashtags are tedious, and some may unfollow you as a result.

Be social
If you want an authentic and interactive Twitter page, it’s very important to be social and interact with other people on Twitter. A minimum recommendation would be retweeting or commenting on at least four other tweets at least four days a week.

Create time
Set aside time to create tweets. It will probably take you an hour a week to produce and schedule your Tweets. Factor in time to retweet and comment as well as reply to comments on your page. You can’t respond or comment to everyone so create lists to keep your focus keen.

Introduce yourself
Keep your profile sweet. Introduce yourself and briefly explain what you do. Share all your services so people can know all of your products/services. Here is mine: Hello Twitterverse! My name is Maureen Castellon. I am a freelance content creator. Let’s tell your brand’s story. Please check out my blog for tips on content.
Include your website so people can find out more about you. Twitter may seems challenging at first;however, it will pay off for your brand.

Social Media is one of those things where everyone feels they are an expert once they figure it out. While not impossible to figure out, it does require some finesse. Do not feel overwhelmed by so many options for social media. You do not need to be on every platform. Pick two or three and do them well.
Don’t pitch constantly
Don’t send automated DMs to new followers; it is creepy. Thanking people for their follow is nice, but when followed by a pitch, the thank you is negated. Also, try not to crossover your message with every platform sans formatting it. You have to add value to readers’ lives by addressing their pain points. They have enough people pitching to them that they have grown immune and only pay attention when something is of value.
Reframe
There will be someone on social media that will have something unpleasant to say about your business. The claims may be exaggerated, but they can work in your favor with the right attitude. Respond to negative comments with a solution. Getting defensive might rally the internet trolls.
Return the favor
Part of social media is being social. If someone favorites, likes, or shares your message, then return the favor. You have to interact on a cyber level to reach your goals.
Cultivate a message
You can create your feeds or have someone else such as an intern or freelancers compose them. It is tempting to have an intern write them, but without real world experience, they may not understand that what is great to them might come across as cloying to others. A freelance can ghost your message with a proven track record.
Schedule
There are people who post seven times a day. On the other hand, there are others who only do it twice a day. A prominent social media guru suggests posting the same message three times a day as each time a new group of people will see it. There is no magic formula, so just play around with times and content.

Play around with social media. While it is necessary in today’s digital world to have a presence, it is a channel not the Enterprise.

Bing and Yahoo are also search engines that can serve your business. However, Google has become a verb meaning in future generations it will be like Xerox for photocopying. Google Adwords can be a tricky place and it can be overwhelming for so many. There is quite a bit of information out there and Google offers numerous tutorials on YouTube.

The lowdown on Adwords is that it is an auction where you bid for the most coveted keywords. Insurance, Restaurant, Writer, and Fashion are in demand words that you try to get for your ad to rank at the top of the page. The ubiquitous modern joke in marketing is that the place to hide a dead body is on the second page of Google.

Let us try a simple exercise. Open up whatever device you use to browse. Go to Google and type in blue nail polish. On the left side of the screen will be different sites for information. On the right side of the screen are paid advertisements. These ads are paid for and do not in any way suggest a superiority. Take a moment to look at what has been pulled up. Marketers are advertising to you as if you were walking down a mall. This is the essence of SEO and internet marketing.

Have you ever Googled your name or that of your business? If you haven’t try it now, though most of us have not necessarily out of vanity, but to see what is out there about us. Some may have secrets they do not want revealed while others are just curious. Every day and every way we are shaping others perceptions of us as a brand. Actions and words can last forever on the web. In some ways, this is frightening, but in other ways if you are smart about your image and reputation, the benefit will be the internet has half the job done for you. Your name is your brand.

Let Google help your business by staying up to date on changes and selecting the best ad/keywords to move your brand forward.

Hootsuite.com is an amazing social media management tool. There are both paid and free options. Originally, the service was $5.99 a month, and now it is up to almost to $15. Some will disclaim the service as too expensive, but the paid version includes analytics alongside other benefits. I only use the free version so I can’t wax poetic about the paid one.

What draws businesses into using the site is the scheduling of tweets. When I first started Siren, I had no clue how to schedule tweets. I wondered how people were close enough to their computers to send messages. Now, I realize that they had a set schedule.

When you sign up for the service, they are very helpful, and there are dozens of tutorials on Lynda.com or YouTube. The basic gist is you go into your dashboard and post messages in advance. Twitter, Facebook, LinkedIn, Foursquare, Google+, and WordPress are the standard networks to connect with for a user.

If you want to add different profiles, then you can. The free account can help you if you are a social media specialist, and your clients are less than three. A free account will also work if you just want to separate your business and personal life. Just make sure you keep your tabs separate so you don’t post your party photos on LinkedIn thinking they are going to Facebook.

The free account will not allow you to setup tweets too far out. Every two months I stock up and construct future messages. It would be easier with a paid account, but that is up to you. There is an option on Hootsuite to pick the best times to post with the auto scheduler. Just don’t post to Twitter on Friday or LinkedIn on a Monday and you will be fine.

Hootsuite is all about convenience. Weigh the options of free or paid. Happy scheduling!

LinkedIn is a professional network to promote yourself and your business.  It is not the Facebook for the business world, as some would characterize it. You can put up photos of work events such as launch parties and the like. LinkedIn is the place to communicate with future employers and/or potential clients. Be professional and take time with your profile by caring about your image, your network, and your future. Don’t put up pictures of you drunk and dancing on tables. Your profile should have a professional photo is which you are fully clothed, even if you design upmarket bikinis. Ask and answer the following questions for the best profile possible:

1. Why do I want to be on LLinkedIn
2. Who am I?
3. What product or service am I offering?
4. Who are my target clients?
5. What strengths can I feature?
6. How do I communicate?
7. How long will devote daily to Linkedin?

Headline

Labels help people understand who you are. When I was a teacher many parents would not tell me what learning disabilities their child had and as a result, I was challenged by this lack of knowledge. Do not let being labeled stop you from defining yourself. I am a writer. I am not an interior decorator or an accountant. People seeking writers or content creators will seek me out for what I am capable of doing. In my headline I have the keyword of content creator. Keywords will also help build your network of new leads, customers, and colleagues.

Recommendations and endorsements

It is highly suggested to have at least seven recommendations. These might be awkward to ask for, but they will be beneficial to your profile. There is a brief window for hitting someone up. Right after a project or promotion is the best time. Waiting too long will result in being a slight annoyance to the person you are ask.

For endorsements, list your skills and them have them validated by someone else.  In order to get endorsements, you must give them as well. Try not to over endorse or you might come across as a kiss up.