The 9 Worst Resume Mistakes You Can Make & How to Avoid Them [Infographic]

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Crafting a standout resume requires a whole lot of work.

Not only do you have to write the darn thing, but you also have to check (and double-check) for typos, even out your margins, make sure you're not repeating the same action verb ten times ... the list goes on.

While there are a lot of little things you'll want to check before sending your resume to a recruiter, some are more important than others.

Download our 10 free marketing resume templates here.

In the name of prioritization, check out the infographic below from StandoutCV for a list of nine of the resume mistakes you definitely don't want to make the next time you apply for a job -- and how to avoid them.

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10 free marketing resume templates

How to Design an Employee Mentorship Program That Doesn’t Suck

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Whether you’ve worked in the industry for 25 years or two years, it can be difficult to navigate the complexities of a career. This includes figuring out the internal politics, processes, and opportunities that drive growth within a company and the small steps and education that lead to defining the different stages of a person’s professional career.

Making decisions about both of these paths benefit from having a mentorsomeone who can be a guide, a motivator, and an advocate. And it's a smart investment for companies to make: According to a study by Jerry Wilbur, mentoring is a significant predictor of career success. Mentees earn more money and experience more satisfaction in their work.

Yet, few agencies consider the impact or invest resources in mentorship programs that can increase employee motivation, happiness, and most importantly, retention. Attrition in agencies is especially problematic. According to a recent study by the 4A’s and LinkedIn, the rate of turnover at agencies increased 10% compared to competitive industries. The report also found that 54% of agency employees left because they were concerned about the opportunities for advancement in their current position.

Creating a Mentorship Program

A clear career path is important but also is the idea that the company you are working for is invested in your professional growth and development. It was this core concept that spurred MEC, a global media agency with around 650 employees in the U.S., to launch a formal mentorship program in March.

“Everything we do is to make sure that our employees feel engaged and rewarded and motivated to stay -- our intention and our purpose is in keeping great people as long as we can keep them,” said Kristen Metzger, who is the managing partner of people and culture at MEC.

MEC faces a competitive marketplace like so many in the industry, and Metzger believes that those agencies that offer better guidance around long-term goal planning and foster stronger relationships between team members are in a better position to attract and retain talent. If an employee leaves because he says he didn’t know what his career path at the company looked like, then that’s “shame on us,” she said.

In addition, mentorship programs help solve a few common employee frustrations:

Give employees a feedback loop outside of the traditional routes.

There are some questions you want to ask but that just would make for an awkward encounter with your manager. This is typically more important for new hires; however, navigating the internal politics, culture, traditions, and relationships in a new company can be the most complex part of adjusting to and succeeding in a new role. When you have a mentor who is removed from judging your performance, it makes it easier to ask those questions, vent about small things, and open up about fears, worries, and the inevitable stumbles.

Reveal a different side of the company.

Retaining top talent requires some creativity when it comes to growth. Some individuals are happy to stay in the same position for five or more years, while others want movement and new challenges to remain happy. By pairing a person up with someone from another department or team, you are exposing the employee to new knowledge about the way the business is run, people with different ideas and perspectives about the industry, and new opportunities. This is especially important for people who may love the company but have found out that they are just not passionate about their current position.

Increase motivation and performance.

A Society for Human Resource Management survey of managers found that only 2% were providing quarterly or ongoing feedback to employees. People crave feedback, and they need it more than once or twice a year. They want recognition of their efforts and advice on how to improve. And a mentor can provide some of that missing validation and guidance when someone is craving more interactions with peers or people they see an experts. Mentors can provide that push to employees to not only perform better in their current positions but to also take on learning something new, pursuing a side project, or getting involved in industry events.

How to Implement a Mentorship Program That Actually Works

Mentorship is a vague term, which hasn’t helped to improve its credibility. But when done right -- when it's something people actually want to participate in and are given the tools to do so in an effective way -- a mentor-mentee matchup can provide huge dividends to the people involved in the program and the company as a whole.

MEC’s program, which has 88 participants, followed these tenets when launching its program:

1) Match people by interests or what they want to achieve.

Metzger and her team started by sending out a survey to employees to vet who was interested in being a mentor and who would like to be a mentee. Many people had asked for a formal program like this, but they needed to better understand what specifically employees would find valuable and useful. The survey included a list of 15 possible topics people would like to engage with a mentor or mentee on -- from digital fluency to career development to conflict resolution to work-life balance to mobile media.

She wanted people to see the mentorship program as a learning opportunity and a way for people to gain experiences outside of their departments.

Ildi Conrad, the director of learning at MEC, said there were three key themes that emerged from the survey results: 1) People want general guidance on career development and to network with other people in the company. 2) Employees, especially junior-level employees, want to learn more about the media industry, the various jobs available, and the career opportunities they should consider. 3) People want to gain knowledge about a specific area of the business or learn a new skill that would benefit their career.

The survey also asked people to detail what they would like to get out of the program and the qualities they would like to see in a mentor.

“We matched them on a personal basis,” Metzger said. “We literally sat with all of the results of the surveys and paired people together who were like-minded, had similar interests, and wanted similar things out of the relationship.”

While there are automated ways to do this type of matching, Metzger felt that it was important to hand-select the pairs to create the best matchups.

For example: One junior-level female mentee wanted career development advice and was looking to be matched with someone with broader business experience. Metzger's team paired her with a senior female leader who manages one of the agency’s largest accounts and previously spent time on the client side. Metzger said they’ve spent a lot of time talking about the different opportunities in the media industry and the career paths available, empowering the mentee to take ownership of her career journey.

2) Don’t force it, but make it serious.

MEC didn’t make the mentorship program a mandatory activity for employees, but it did require that mentors and mentees make a serious commitment to the relationship. All pairs signed a “contract” that stated they would make the program a priority and honor their commitments to one another.

Metzger has heard of only one pair who faced challenges meeting frequently and has connected with them to determine how the two would like to proceed with the relationship. The key is to not to force something on people if things aren’t working -- they need to decide together if the pace is manageable and address changes that need to be made to make the meetings valuable. Either way, it must be their decision, she said.

3) Empower the mentee to take charge.

At MEC, the mentee is responsible for setting the time and date of the meetings. And they gave each mentee a Starbucks coffee card so they could be seen as the one "taking out" their mentor, providing a cup of coffee for a valuable advice and conversation.

“We want the mentee to feel empowered and to make sure that they understand that they also own the relationship,” said Metzger. “We wanted to make sure that the mentee, who was really leaning in and asking for this, was equally if not more responsible for making sure that it happens.”

The card also encourages pairs to get out of the office where they can have less formal and more private conversations.

4) Create structure, but not too much.

For a mentorship program to work, it needs to be flexible enough to evolve with the relationship, but it also needs some boundaries and requirements to maintain momentum.

In the contract mentorship pairs signed, it provides a simple framework: Pairs should meet once per month for a year. Already stated was the encouragement to meet off-site, and the survey helped people to pre-determine what they wanted to learn from the meetings.

In addition, the people and culture team sends a monthly email newsletter to participants, highlighting news, articles, and resources that can spark conversations for their one-on-one conversations and encourage personal growth. For example, an initial email highlighted the importance of goal setting specific to the mentoring relationship, while another provided guidance on asking open-ended questions that would spark productive conversations. 

5) Allow opportunities for reverse mentoring.

“I think it's important to note that the mentor mentee relationship is not necessarily senior versus junior,” Metzger said.

For some, the launch of the mentorship program was a way to learn something new from someone who is on the “front lines.”

Marla Kaplowitz, CEO of MEC North America, applied for the mentorship program stating that she “wanted to connect with today’s tech-savvy generation to better understand how they are truly using and connecting with new and emerging tools and technology.” She joked that her mentor would have to be open to “teaching an old dog some new tricks.”

Kaplowitz was paired with a director on the activation team and the reverse mentoring matchup has been beneficial for both partners involved. It shows there are opportunities for employees to engage with and share knowledge not just across teams or from the top of the corporate ladder.

While Kaplowitz’s involvement was purely voluntary, it is a good idea to get senior leadership involved in any type of formal program. It shows the team that this is a priority for the agency and that there should be no end to learning and professional development for employees.

Retaining the Best

Creating a mentorship program is an investment in the future of your team members. You’re giving them the opportunity to better understand what they want for their career, to see your company through the perspective of someone either more senior or junior, and the chance to improve their understanding of the industry and develop additional skills.

It’s about creating new personal connections that can go a long way when your top performers are considering what their next career step looks like and if it includes continuing to contribute to your agency’s success.

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Google aqui-hires deep search engine Kifi to enhance its Spaces group chat app

spaces google Google has made another small acquisition to help it continue building out its latest efforts in social apps. The search and Android giant has hired the team behind Kifi, a startup that was building extensions to collect and search links shared in social apps, as well as provide recommendations for further links — such as this tool, Kifi for Twitter. Terms of the deal are not… Read More

Google unveils new features for shopping ads and hotel search

Radios? We don't need no stinking radios. Google is giving more tools to retail and travel businesses hoping to promote themselves through search results and ads. These new features were announced at a New York City press event this morning, and then outlined in an AdWords blog post. On the retail side, changes include a new Showcase Shopping ad format. The company says those ads are designed for broader shopping search terms like… Read More

Newlywed honeymoons without husband, copes through Instagram comedy

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Who needs a honey to have a great honeymoon?

Newlywed Huma Mobin had to go on her second honeymoon sans husband after his travel visa didn't arrive in time for the trip.

Luckily (we think?), Mobin's parents-in-law were still able to go, and they snapped a hilarious photo series of Mobin with her arm wrapped around where her husband should have been — you know, instead of stuck back home in Pakistan with a severe case of FOMO.

Image: facebook/huma mobin

Image: facebook/huma mobin

Image: facebook/huma mobin

Even more tragically, Mobin dropped her phone into the sea midway through the trip, conjuring another ghost. Read more...

More about Photos, Facebook, Marriage, and Watercooler

Google’s Project Fi subscribers now get high-speed wireless data when traveling internationally

Nexus 5X smartphone, co-developed by LG Electronics Inc. and Google Inc., and manufactured by LG Electronics, sit on display at the NTT Docomo Inc. unveiling in Tokyo, Japan, on Wednesday, Sept. 30, 2015. Docomo, Japans largest mobile-phone carrier by subscribers, introduced 10 smartphone models today. Photographer: Kiyoshi Ota/Bloomberg via Getty Images Google’s Project Fi wireless service has long allowed its subscribers to take their phones to more than 135 countries without having to worry about getting a huge bill for international data usage. That’s because international data is simply included in the company’s plans without a surcharge. Until now, though, you would only get 2G speeds when traveling abroad, but… Read More

The Art of Scannable Content: How to Write for Today’s Online Readers

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Here's the truth: There's no guarantee that anyone will actually read your writing online. You have to compel them to do that. And one way to do so is to create writing that’s effortless to consume.

Not sure where to start? That’s okay. This article will teach you the fundamentals. You'll learn how to drive audiences to read every word you write. You’ll learn how digital copywriters -- you know, marketers who use words to convert people online -- get and keep the most valuable commodity on the internet: attention.

However, in order to command an online reader’s attention, you have to first understand how they read.

The answer, of course, is that they’re not reading at all. On the internet, the majority of people are actually skimming. In fact, according to research performed by Jakob Nielsen, of the Nielsen Norman Group, only 16% of people online read word-by-word. Just about everyone else is a scanner, picking text apart for the bits that are valuable to them.

Knowing that, there are several ways you can write to make the process easier for people, ensuring that your message is entirely received.

Ready to learn a valuable skill?

How to Create Effortlessly Readable Web Writing

Jakob Nielsen holds a Ph.D. in human-computer interaction, which means he’s a foremost expert in web usability, as well as web writing. In other words, he knows how to engage internet users.

Nielsen says there are three best practices web writers should know, understand, and embrace. Here they are:

  • Be concise: say everything you need to say in as few words as possible.
  • Write for scanners: most people scan anyway, so why not make it easy for them?
  • Use objective language: online, readers trust facts, not hype.

Below, I’ll dive deeper into each of these best practices, breaking them down and explaining their value. I’ll also prove their impact using an experiment performed by Nielsen in which he used this paragraph as a control:

Nebraska is filled with internationally recognized attractions that draw large crowds of people every year, without fail. In 1996, some of the most popular places were Fort Robinson State Park (355,000 visitors), Scotts Bluff National Monument (132,166), Arbor Lodge State Historical Park & Museum (100,000), Carhenge (86,598), Stuhr Museum of the Prairie Pioneer (60,002), and Buffalo Bill Ranch State Historical Park (28,446).

Let's start.

1) Be concise.

Many people, for whatever reason, have a tendency to bloat when they write. This bloating is the product of bad habits, which could include:

  • Providing too much detail. This often happens when writers underestimate their reader’s imagination, intelligence, or base subject knowledge. The best defense against this blunder is knowing (and respecting) your audience.
  • Repeating similar information in different words: There’s being verbose, and then there's being redundant. Both have no place in writing because they deliver little, if no, benefit. If you want to stave redundancy, try to keep your paragraphs to a single point or thought.
  • Overusing the passive voice. Active voice (e.g., “Harry picked up the phone.”) is direct, confident, and to-the-point. Passive voice (e.g., “The phone was picked up by Harry.”), on the other hand, is weak and annoying to read. Avoid passive voice by ensuring that the subject of your sentence is doing the action, rather than being acted upon.
  • Loading on the adverbs. Usually ending in -ly, adverbs modify verbs (e.g., “He spoke loudly.”). A light peppering of adverbs is fine. Overdoing it, however, could give writing the same anemic, feeble tone that passive voice conveys. Fight off adverbs by using stronger, more expressive verbs (e.g., “He clamored.”).

The issue with these actions is that they increase word count without necessarily upping the reader’s takeaway, or value. Not to mention it clutters the message, which makes text tedious and confusing to read.

Writing concisely means not using three words when two will do. It’s also as much about recognizing wordy writing in the revision stage as it is about having the ability to avoid it in the first place. Essentially, writing concisely takes editing willpower. Willpower to cut extraneous words or keep unnecessary ones out to begin with. It’s not a natural skillset by any means, but with practice and persistence it can be developed, honed, and mastered.

Here’s our control paragraph rewritten to be concise:

In 1996, six of the best-attended attractions in Nebraska were Fort Robinson State Park, Scotts Bluff National Monument, Arbor Lodge State Historical Park & Museum, Carhenge, Stuhr Museum of the Prairie Pioneer, and Buffalo Bill Ranch State Historical Park.

The Result: This version of the paragraph performed 58% better with readers than the control.

2) Write for scanners.

Nielsen’s research found that 79% of people scan web pages. That begs the question: If the majority of readers already prefer skimming, why wouldn’t you want to make it an easy, enjoyable, and efficient process for them?

Ultimately, if you want people to read your writing, you have to adjust to your audience. You have to be empathetic and courteous. It’s not about you, it’s about them. Don’t forget that.

Scannable web pages contain the following elements:

  • Highlighting. Bold, italicized, colored, or hyperlinked text stands outs, which makes it more noticeable. Just don’t overdo it or the highlighting will lose its novelty and, in turn, its effect.
  • Subheads. Clear, concise subheads will immediately tell scanners what they need to know -- and they’ll appreciate that. Cute, clever subheads, on the other hand, will only slow readers down.
  • Bullets. Nothing breaks up text (and information) as well as bullet points and numbered lists do. Perfect for scanners who love to pluck.
  • Whitespace. Blocks of text look daunting and intimidating to readers. Whitespace, like bullet points, organizes your text, giving it a more scannable and manageable appearance.
  • Single-point paragraphs. Online readers -- especially if they’re researching a product or service -- are looking for takeaways. Focused, single-point paragraphs will make it easy to pick out those takeaways (while also giving you the opportunity to incorporate whitespace).
  • Inverted Pyramid presentation. In academic writing, for example, students generally start with the foundation of their argument and gradually build on it until they reach the conclusion. Of course, in academia, professors are getting paid to read that stuff. No such luck with Internet audiences. That’s why web writers who start with their conclusion, and work backwards, usually have an easier time engaging impatient readers who just want to get to the point (i.e., benefits) already.

Each of these on-page elements give people something to hang their attention on, something to notice and gravitate to as they consume your content. Without them, your writing could appear too overwhelming to even begin, like the last pages of Ulysses.

Here’s our control paragraph rewritten to be scannable:

Nebraska is filled with internationally recognized attractions that draw large crowds of people every year, without fail. In 1996, some of the most popular places were:

  • Fort Robinson State Park (355,000 visitors)
  • Scotts Bluff National Monument (132,166)
  • Arbor Lodge State Historical Park & Museum (100,000)
  • Carhenge (86,598)
  • Stuhr Museum of the Prairie Pioneer (60,002)
  • Buffalo Bill Ranch State Historical Park (28,446).

The Result: This version of the paragraph performed 47% better with readers than the control.

3) Use objective language.

Online consumers hate promotional writing, or “marketese,” as Nielsen calls it. Verbiage like “makes the perfect gift ...” or “best in the universe …” is almost universally regarded as empty. So if you want to avoid sounding like a snake oil salesman and actually earn some credibility online:

  • Don’t be subjective. When relaying information about a product or service, for example, be fair and balanced. Nothing is perfect. There’s always a drawback. Don’t be afraid to share it with your prospects. They’ll trust you for it.
  • Don’t boast without proof. It’s okay to brag ... as long as you support your claims using facts. Hyperlinking to reputable, third-party information, for example, is a solid way to earn online clout.
  • Don’t exaggerate. Your farm does not produce “The World’s Most Delicious” watermelons (and even if it did, you wouldn’t be able to prove it). It does, however, produce seedless, uber-juicy, ultra-sweet watermelons that won the Blue Ribbon at last year’s State Fair. As Farmer Hoggett once said, “That’ll do, pig. That’ll do.

As a web writer, you don’t want the audience to feel like your copy is clearly selling them. You want the effect to be much more subtle. Ideally, you want them to feel educated and excited after they finish reading. Give them a chance to sell themselves.

Staying objective will help you achieve that scenario.

Here’s our control paragraph rewritten to be objective:

Nebraska has several attractions. In 1996, some of the most-visited places were Fort Robinson State Park (355,000 visitors), Scotts Bluff National Monument (132,166), Arbor Lodge State Historical Park & Museum (100,000), Carhenge (86,598), Stuhr Museum of the Prairie Pioneer (60,002), and Buffalo Bill Ranch State Historical Park (28,446).

The Result: This version of the paragraph performed 27% better with readers than the control.

All together now …

Yes, using these best practices individually can improve the performance of your web copy. But you won’t see spectacular results until you use all three at once.

Here’s our control paragraph rewritten to be concise and scannable and objective:

In 1996, six of the most-visited places in Nebraska were:

  • Fort Robinson State Park
  • Scotts Bluff National Monument
  • Arbor Lodge State Historical Park & Museum
  • Carhenge
  • Stuhr Museum of the Prairie Pioneer
  • Buffalo Bill Ranch State Historical Park

The Result: According to Nielsen’s study, this version of the paragraph performed a whopping 124% better with readers than the control.

Those results translate to more attention, more engagement and, of course, many more conversions. And it’s all thanks to writing that doesn’t quite feel like work when you read it.

What are your best tips for writing readable web copy? Share them in the comments below.

free guide to writing well

Are Display Ads Worth Your Time? [Flowchart]

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There are a lot of reasons to avoid display ads. In recent years search, social, and video ads have cruised past display as the go-to ad format for digital marketers looking to give their campaigns a boost -- and for good reason. There’s not much to love when you look at display ad performance in aggregate. People don’t generally click on them or trust them, and many are actively blocking them.

However, good marketers know better than to trust data in the aggregate. There's evidence that display is undergoing a bit of a renaissance. Display networks have been infusing data and machine learning into display to create more effective targeting such as Google's Dynamic Remarketing, and smarter automated bidding strategies. These changes are making it possible for some marketers to effectively use display campaigns to build awareness and drive leads.

So should you use display ads? The short answer is probably not, but the flowchart below is a quick way to find out for sure.



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<p><strong>Please include attribution to www.hubspot.com with this graphic.</strong><br /><br /><a href='http://blog.hubspot.com/marketing/to-display-or-not-to-display'><img src='http://cdn2.hubspot.net/hub/53/hubfs/Should_you_be_using_Display_Ads-_Decision_Tree_4.jpg?t=1466796215403&width=690&height=1543' alt='The HubSpot Guide to Display' width='540px' border='0' /></a></p>

Now that you have a foundation to decide whether or not you should use display ads, let's break down the questions marketers should ask themselves before diving in.

7 Questions to Ask Before Launching Display Ads

1) Have you used ads before?

If you are new to ads, don't start with display -- even though they're generally the type of ad that most readily comes to mind. Banner ads were one of the very first ways the internet monetized traffic, but there are now many, many more ad options. While display ads are evolving into a more effective awareness and acquisition tool, I wouldn’t recommend any first-time online advertiser start with them considering they're often more complicated to set up and measure than other ad types.

2) Do you have time to educate yourself on display targeting?

If you are short on time, avoid display. While it's easy to launch a shoddy display campaign in a pinch, if you want your ad to be maximally effective, you need to take the time to understand all the different alternatives display offers -- which include a myriad targeting and creative options. If you’re pressed for time, try-self service social ads like Sponsored Updates or Facebook Lead ads instead.

3) Is your company bought into ads?

If your boss doesn’t like ads, she’ll hate display. Make sure management is bought into the idea of using ads as a way to grow business in the first place before exploring display ads. Display ads can drive relevant traffic to your site, but more often than not, they represent one touchpoint in a long customer journey. Unless you’ve got a sophisticated attribution model built out, it will be hard to calculate accurate ROI from display ad spend. If you need to demonstrate immediate value to your boss, start with a bottom-of-the-funnel ad campaign, which will more directly drive leads.

4) What display network are you considering?

Do you plan to use a third-party ad network that hasn’t established itself yet? Proceed with caution. Some of these companies promise lots of impressions, but bear in mind that impressions don’t grow your business. To move the needle, you need qualified leads, and those only come from a relevant audience. To ensure your ads drive relevant traffic, go with proven partners with great ad technology, such as Google, Yahoo, Facebook, or LinkedIn.

5) Are you in ecommerce or have a long sales cycle?

Display ad technology is more valuable for some industries than others, most notably ecommerce and B2B companies with long, complicated sales cycles. Here's why:

  • Ecommerce: Remarketing is a type of display targeting that advertises a specific product or message to a user who has already expressed interest in that product. If you’ve ever put a pair of sneakers in an online shopping cart but ultimately didn’t buy, you may have seen ads like these. Display ads that use remarketing targeting give ecommerce marketers a second chance with a customer they know is interested, and have a much higher CTR than display ads that use more generic targeting. Get an in-depth introduction to remarketing here.
  • B2B companies with long sales cycles: With more product information online than ever before, your prospects are doing copious amounts of research before they ever talk to your sales team. Use display and social ads to target prospects who you think are in the market to buy your product. Although it can be hard to measure the impact of these ads, they will ensure your company stays top of mind throughout the buyer’s journey.

6) What’s your goal?

Display ads may or may not be the right choice for your campaign depending on your goal. Are you aiming for awareness, nurturing, or lead generation?

  • Awareness: Display ads can be a wonderful way to grow awareness and create demand for your product. While it's always a best practice to get as specific as possible with targeting, display can provide massive reach. Consumer brands or companies that want to drum up awareness fast can benefit from display ads.
  • Nurturing: As long as you are using smart targeting, display can also help nurture leads and prospects down your funnel. Use strategic targeting like retargeting, similar audiences, custom audiences, or topic targeting if nurturing is your goal, and make sure your display ads support a larger marketing campaign.
  • Lead generation: Generally, display is a bad way to capture leads or drive a specific action from a customer, like filling out a form. If lead generation is your goal, target only the most relevant audience, and use CPC bidding instead of CPM.

7) Are you running Google search campaigns?

If you’re already running Google search campaigns, bottom-of-the-funnel display ads can be a good complement. First, ensure you feel comfortable with the performance and profitability of your existing search campaigns, and then add bottom of the funnel display solutions like Remarketing Lists for Search Ads.

Display ads aren’t right for every B2B advertiser, but they can add significant value in the right situations. Still not sure if display ads are a smart idea for your business? A test never hurts.

Marketing tactics create different results for different companies, so just because something does (or doesn't) work for one organization doesn't mean it will (or won't) for you. When it comes to ads, always trust your own data.

free guide to display advertising in social media

From Proposal Requests to Getting Approvals: 6 Email Templates to Make Agency Communication Easier

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When you've got an important email to write, it can seemingly take hours. You write, revise, delete, and agonize over every word, link, and even your email signature

And if you are selling your staff's time in the form of the billable hour, this can be a huge waste of resources. 

While we're talking about one-on-one communication, it's a worthwhile pursuit to create a library of canned email responses or templates that your team can use for specific activities or in response to clients. It ensures that the communication from your team is clear and consistent, makes it easier to respond to requests more quickly, and removes the uncertainty that junior staffers feel when dealing with a difficult situation.

Below you'll find a starting point for building out your library of email templates that can be customized. Use these to make your client communication more efficient.

6 Email Templates for Communicating With Clients

1) When a Prospect Requests a Proposal

Next steps

Hi [First Name],

Thank you for your interest in [Agency]. We’ve worked with many companies that have struggled with [Key Challenge]. You can read up on the successes of our previous relationships here [Link] and here [Link].

We don’t create proposals at this point in the process as we’re a results-driven agency, meaning we need to better understand your business, challenges, and needs to be able to determine if and how we can help. Because of this focus, we only take on a certain number of new accounts per year -- those clients who we are confident we can produce results for.  

I’d love to schedule a call or in-person meeting to learn more about your marketing and sales goals for the year, your current marketing activities, and how our agency could work to improve results for [Company Name].

Here are a few dates and times that would work for us.

  • [Date and Time]
  • [Date and Time]
  • [Date and Time]

Looking forward to chatting.

Best,

send-now-hubspot-sales-bar

2) When a Client Requests Out-of-Scope Work

> RE: Additional Content Projects

Hi [First Name],

Thanks for sending over the information on the additional content pieces you would like us to create prior to the launch of the new website. It’s a great idea, and I think they will add a lot of value to visitors who are unfamiliar with your brand and products.

I’ve gone ahead and updated the scope of work [Link or Attach] to include these two new content projects, which you will see reflected in the revised quote. The price for the additional content offers comes to [$X,000]. Take a look, and let me know if you have any questions. Once you approve, I’ll add those two projects to [Project Management Tool] where you’ll be able to review and track the timeline for completion and approvals.

Thanks,

send-now-hubspot-sales-bar

3) To Send Over a Project for Approval

> Website Redesign Comps

Hi [First Name],

I hope you’re ready!

The team just finished up the design comps for the redesign of the homepage, and I'm so excited to show them off to you. I think you’ll find that while the two versions are very different, they both solve the problem of your visitors failing to understand how easy to implement your solution is.

But first, we want to highlight a few things from the approved creative brief to set the stage:

  • [Target audience]
  • [The problem the design should solve]
  • [The action viewers should take]
  • [The emotion/feeling people should have when viewing]

Now, here are the design mockups with an accompanying description of why we made certain decisions.

  • Version 1 [Link]
  • Version 2 [Link]

After viewing these, please let us know if you have any opinions on the following for each design:

  • What’s memorable?
  • Which do you think will appeal more to your target audience?
  • Is the messaging in line with the needs/challenges of your visitors?
  • Is the call to action compelling and clear? Could we do anything to improve this?
  • Which one do you think will perform better with your target visitors?

As we mentioned in our last meeting, we think it would be valuable to do a heat mapping test on these two version to determine which converts at a higher rate. Here’s a [Link] to the description of the project and price for that test.

If you’d like to have a call to discuss this, click here [Link to Online Booking Calendar] to schedule time on my calendar.

Thanks,

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4) To Follow Up With a Client

> Following up on the design comps

Hi [First Name],

I wanted to follow up with you to see if you have any feedback on the design comps I sent over late last week. Please let me know if you have any suggestions/questions or inform me of your approval of one of the designs.

To meet the requested launch day of [Date], we will need at least [# of Days or Weeks] for development and testing. If I don’t receive your approval by [Date], we’ll have to push back beginning on Phase II of the project, which will impact the final delivery date.

I’ll follow up by phone if I don’t hear from you by tomorrow morning.

Thanks,

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5) When You Need to Push a Deadline

Important information on the website launch date 

Hi [First Name],

I’m checking in with some news on the project. Everything looks really good right now, as you saw during our check-in last week, but we actually encountered a problem that will impact the original launch date. We’re not going to be able to meet the original due date because of [List Reasons]. While this is something we discussed was a risk factor that could impact the launch date during the project scoping, we were hoping it could be avoided. We’re doing everything we can to minimize the impact, including [State Actions Taken].

Based on the timeline of the vendor, I’ve adjusted the milestones, including your review and approval dates, in [Project Management Tool]. The new final delivery date is set for [Date].

I apologize for any negative consequences this may have on your schedule. I’d be happy to discuss how we can help to reduce the impact of any issues due to the change.

Please give me a call to discuss this further if you’d like, or you can schedule a time with me here [Link to Online Booking Calendar].

Best,

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6) To Ask for a Testimonial

RE: June Results

Hi [First Name],

I was very happy to see the results of the analysis of the website redesign’s impact on Q3 marketing and sales -- as I’m sure you were.

On that note, I was wondering if you would give us permission to showcase the project on our website. And if so, would you be able to write 4-5 sentences that describes your experience working with us: What did you like about working with us? What results have you seen? Why will other clients like you enjoy working with our team? We’d love to feature the project, your testimonial, and your name/headshot in a call out on our site. If you’d like some inspiration, here are a few examples [Link] of kind words from previous clients.

Let me know if you have questions or need more information. We really enjoyed working with you on this project.

Thanks,

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