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A Letter to Mom – Please Don’t Use That Word

January 14, 2013 By 13 Comments

Dear Mom:

As we sat having breakfast you said, “I want you to go home. I’m fine. You have been here 4 days.Your family needs you, and I am not going to be a burden to you or any of my children.”

Ugh, that “b” word. Burden.  Mom, you are not and never have been a burden.

You know what is a burden? NOT being with you every minute of every day right now is a huge burden on my heart. To know you are sitting in your living room, knitting or doing puzzles, by yourself, with the cancer tumors growing daily, breaks my heart.

As I push the grocery cart through the store, I remember the grocery store you took me to when we lived in upstate New York. They had a little café where you’d buy me a powder doughnut and grape soda. It was such a treat…what a sweet memory. Then I’m snapped back to the present, and I visualize you by yourself, your tumors hurting you, and I cry.

When I’m pumping gas, I remember the big white Chevy station wagon we had when I was 5.  Then, I look back at my own car, snap back to the present day, visualize you by yourself, and I cry.

How can I let these days go by and NOT be with you. Each second is so very precious…

Being with you is not a burden—it has always been a privilege and a joy.

You see mom, I love you so very much, and I’m going to miss you.

You want to know what “b” words you are?

You are a blessing and you are brave.

You bless others with your servant’s heart and your sweet demeanor. In what would be your last visit with your head and neck oncologist, you took him homemade bread. You had promised him you would bring him some, and although the first batch didn’t work, you were determined to make another.  As you walked in that office, one hand gripping the gift bag, your other hand gripping  my arm, my eyes filled with tears. What a bitter sweet moment.

When your Hospice nurse was visiting last week, two other Hospice employees called, rather than get annoyed, you thanked them profusely for calling and told them how you looked forward to their visit.  With your stomach hurting, several tumors being aggravated by the simple act of sitting, you were polite, humble, and friendly. (I was annoyed–they knew you had someone visiting form their office, why did everyone have to call right then and there??!) What a blessing to have such a positive outlook amidst so much pain and suffering. You bless us with the lessons of love and patience you continue to teach us.

This past Christmas you knew would be your last, and you wanted to host it at your house. You decorated, you cooked, you smiled, and you laughed the whole day. But I saw you doubled over and holding your stomach when you thought no one was looking.  We gave you extra long hugs that day because we all knew it would be the last “Merry Christmas” we’d say.

You were so very brave that day.

When you had your first surgery, we knew it was ground breaking, but it wasn’t until a follow-up visit, that we found out you were only the second person in the world to have this surgery. Dr. Z asked if he could film you with his iPhone. You were so sweet on that…I teared up because you were so sweet and innocent. I wondered at what medical meeting he would show this, and would the audience know just what a brave, sweet, dear mother and wife you had been?

And you were brave through every appointment, scan, surgery, and consultation. With every doctor’s visit, each test result, each procedure, you said, “God has His plan for my life, and if this is His plan, He’ll take care of it. I’m not afraid to die and be with Him.”

The doctors didn’t know how to respond—how do they respond to someone with such incredible faith?

And your faith is the GREATEST gift you have given us. You always told me that no matter what happened, God had a perfect and good plan. And even now your strong belief in God carries you forward. Your Bible is always with you near the couch or near  your bed. Each night you read and study it. When I come in to give you a good-night kiss and you are sitting there, your small body on that big bed, with your Bible open on your lap, I want to freeze time, I want to cry, I want to scream out to God.

You are such a blessing, why does God have to take you now?  I’m not ready? Where did life go?

You bless me with stories. You give me small things you want me to have – a figurine, a bracelet, a Christmas ornament. I hang onto every word as you tell me the story behind each. You lovingly wrap things up and tell me to give it to my children. I write down each story and pack it with the item. I want to hold onto every moment of your life.

How did those moments pass so quickly? Why didn’t I appreciate them more?

Mom, one last favor before you are called home to Jesus, please don’t use the “b” word – burden—again.

You blessed us in so many ways…

Love you always.

Filed Under: Family

Click-Through Rates on Banner Ads

December 5, 2012 By Leave a Comment

This week I'm sharing my thoughts over on MarketingProfs.com about click-through rates on banner ads.

PEAR, or Why a .3% Click-Through Rate For A Banner Ad Is Acceptable.

Hope you find it helpful.

If you market a product, service, or your own blog, check out MarketingProfs. A membership is well worth the investment.

 

Filed Under: Marketing, Uncategorized

The Good Amongst the Tragic

December 2, 2012 By 5 Comments

Now that it's officially December, I have reminders on my calendar for Christmas play practice,  parties, and other festive events. Over the past 13 years our family has marked another event in December.

On December 19, 1999, Harrison Louwrens Eichhorn, our second child, returned home to our heavenly Father.

There was a time when I was devastated and guilt-ridden over his death. I was so full of shame that when I took his lifeless body in my arms, I couldn't look at him–I averted my eyes.

Ashamed? Yes. You see, I made the final decision that gave the doctor permission to complete a medical procedure that took Harrison’s life. I told the doctor my concerns over the risk, but he accused me of being an "armchair doctor". Possessing less of the psychologhical backbone that I have now, I agreed to the procedure.

How could I have been so stupid?

It wasn’t that I only had to deal with Harrison passing, I had to face the reality that I had put his life at risk via a medical procedure…I authorized it, the doctor botched it, and this gift God had entrusted to us was now back in the arms of our heavenly Father.

I felt so guilty and angry. I believed “someone had to pay”. I was not going to be the only one suffering here. The doctor messed it up—I may not get my son back, but I’d show that doctor a thing or two. There had to be redemption of some sort.

A malpractice suit was initiated. A month into it, the lawyer had records, information, and was gathering expert witness information when he put the question to me one more time, “Are you sure you want to proceed? This is going to escalate to a very ugly stage. I want you to be certain and prepared.”

We ended the conversation with me agreeing to think on it for a week.

God took those seven days to work on me. I spent a lot of time in prayer. I went about life praying and talking to God. One afternoon, as I was folding laundry, engaged in a conversation with God, it came to a breaking point, “I’m sorry. I messed it up. I just didn’t think the odds would happen to us.”  I literally crumpled to the laundry room floor, sobbing. 

“It hurts too much, God. I need you. I come to you now, help me heal. Please forgive me.”

“God, how can you love me now? How can you NOT be angry at me? God, you must absolutely hate me right me now.”  I sobbed and sobbed. It all came out. It was as if God was telling me, “Girl, if we are going to move forward, you need to release it all to Me.”

And release I did. I sat, cried, and thought back on the past month, the day of Harrison’s death…all of it. Then, I recalled something my dad said to me at the hospital shortly after Harrison passed. Through his tears, he said, “God has a plan for you always. Even when it’s so devastating, He is grieving with us and wants only good for us. Even in the bad, there is good to take away from it. It’s all part of His perfect plan.”

Growing up, we had always been taught this–that God has a good plan for us. I believed it and lived it. You know, when the not so difficult things happened–the bid for a house fell through, a college boyfriend broke off a relationship–those types of situations.

But now I was facing the death of a child. We were in a whole different ball game . . .

As I sat leaning on the washer, I yelled out, “God, how can this bring about good in our lives? What’s the perfect plan here?”

I needed a lifeline..

I needed something to grab onto. Was the loss of our son really part of a perfect plan? Could I ever be redeemed from the guilt?

I had to know what God’s Word said about plans. I spent more and more time with my Bible.

There it was in the book of Jeremiah:

For I know the plans I have for you, declares the Lord, plans for welfare[ and not for evil, to give you a future and a hope. Jeremiah 29:11

And in 2 Corinthians:

And such trust have we through Christ to God-ward Not that we are sufficient of ourselves to think any thing as of ourselves; but our sufficiency is of God;

This opened the flood gates. God had it under control and through Him there was sufficient grace, love, and strength. I just had to turn it over to Him and TRUST.

I journaled many verses over the next 18 months (see them referenced below) specifically related to trusting His plan, turning it over to Him, and letting go. I had always prided myself on having my plan… having my life under control. It was time to turn control over to God. The toughest thing about God’s plan is waiting to see how it works out, trusting Him all the while.

So, we fast forward to February 12, 2001, 15 days after my birthday, my daughter was born.

When my dad held her for the first time, he said, “She is our miracle baby. If God hadn’t called Harrision home, she wouldn’t be here blessing our lives.”

And that was His plan. He wanted her here. I knew there would only be two children here on earth–and God had planned all along to have Leah here.

And He blessed her with a heart and soul for God. One day when she was three, we were in line paying for art supplies at the craft store. She looked at the cashier and said, “Did you know there is only one true God? He is who you should pray to.”

The cashier and I were both taken by surprise, she replied, “You are a smart young lady. I do believe in God, and I pray to Him.”

When we were in the car I asked her, “Do you remember what you said to the lady in the store? Where did you hear that?"

She replied, “It is in my head. God put it there.”

Leah continues to bless and surprise us in so many wonderful ways. She understands that God put her here, that it was part of a plan—that her brother Harrison was called back to heaven so she could be with us.  

Thank you, Lord, for Your perfect plan. I look forward to reuniting with Harrison in heaven.

I have learned that there is redemption, but not through a law suit. Redemption is only through God. The law suit was never fully purused. (Note: We weren't suing for monetary damages, but to have the doctor's license restricted from practicing obstetrics. The goal was to prevent him from doing this to another family. Ironically, 6 months later we found out the doctor had stopped practicing medicine. He reopened his practice 4 years later, but dropped the obstetrics part of his practice. In the end, God delivered what we had initially set out to do with the law suit.)

I  have learned to cherish each moment with my children in this life, to be more compassionate, and to be less focused on the material.

There is no more guilt, sadness, or embarrassment. Just Your love, grace, and promise of eternal life.

 Verses:

And such trust have we through Christ to God-ward:  Not that we are sufficient of ourselves to think any thing as of ourselves; but our sufficiency is of God; 2 Corinthians 3:4


He brought me up also out of an horrible pit, out of the miry clay, and set my feet upon a rock, and established my goings.   Psalm 40:2

O Israel, hope in the Lord! For with the Lord there is steadfast love, and with him is plentiful redemption. Psalm 130:7

And the Lord shall guide thee continually, and satisfy thy soul in drought, and make fat thy bones: and thou shalt be like a watered garden, and like a spring of water, whose waters fail not. I saiah 58:11

I sought the Lord, and he heard me, and delivered me from all my fears.  Psalm 34:4

Thou wilt keep him in perfect peace, whose mind is stayed on thee: because he trusteth in thee. Isaiah 26:3

Filed Under: Faith, Family

C2B Marketer©: Why Blogger-Generated Product Reviews Should Be a Part of a Brand’s Marketing Plan

August 5, 2012 By 4 Comments

C2B Marketer©: Why Blogger-Generated Product Reviews Should Be Part of a Brand's Marketing Plan

In 2011 the Nielsen/McKinsey company had tracked over 181 million blogs around the world, up from 36 million in 2006.

If the growth of blogs doesn’t make companies sit up and take notice of the marketing opportunities available in the blogging space, then some recent consumer data should.

Blogs. Their not just for digital ads anymore.

While blogs offer an excellent opportunity to get a brand’s message in front of a very targeted audience via banner ads, one the most effective marketing tools are blogger product reviews.  Just how important are reviews to your blog readers and companies?

Consider this data . . .

About.com surveyed adults from March 2012 to May 2012 regarding consumer trust in brands and purchasing behavior. 84% of the respondents felt that brands had to show themselves to be trustworthy before they would interact with the brand, i.e. make a purchase.

How can brands prove themselves trustworthy out in the social networking space?

The most popular way for respondents to gain trust in a brand was to be able to see product reviews from peers in the social network. 41% of respondents indicated this was the number one way to build trust.

Not only did the respondents indicate they wanted to read what others have to say about a product, 36% said they wanted to be able to see photos of others using the product.  There were 4 other factors that helped build trust: being able to see a “like” recommendation from a friends – 33%; connecting with others looking for the same type of information – 27%; seeing how many “Likes”  a piece of content about the product received – 25%; being able to see if people “pinned” the piece of information about your product – 21%.

Blog reviews offer all of the trust-gaining features consumers want to see—peer reviews, the ability to connect with others looking for information on the product, and a way to see “Likes”  and “pins” from peers.

The data overwhelmingly illustrates why companies should include blogs as part of their overall marketing strategy.

We have strong data supporting the importance of blog reviews, now what?

Marketing managers and directors get inundated with email inquiries from print magazines, web  sites, and blog owners—all offering excellent marketing opportunities. Couple this with an economy in which budget monies are being carefully monitored, and it becomes even more critical that your first email gets the attention of a key decision maker.

Listed below are 6 features to include in your email to a brand:

Educate the brand. It took a while for marketing departments to move from print, radio, television advertising to online marketing. Now that they are online, some companies are stuck in the “larger page views means more sales” mentality. You will need to educate them on the importance of using a more broad range of online opportunities, and specifically partnering with you.

Provide data that helps them overcome the “Our company can reach tens of thousands of people with a banner ad on site ABC, why should we work with a blog?”  way of thinking. Yes, their banner will appear before thousands, but are they targeted and engaged potential customers? Will people who see the banner go and talk about the product out on the social networks? Will they “Like” and pin the product? Remember, all of these were the most important factors in the About.com survey—before customers make a purchase, they want to trust the brand. What blogs offer are key to trust building.

Takeaway:  In your email devote no more than 3 sentences to statistics about word of mouth marketing and the role product reviews play in building customer trust before the first purchase.

Introduce Yourself and Your Blog. Provide a brief bio about yourself. Think about the brand and their target market and how you and your audience is their market. (We’ll talk more about your reader demographic when we look at what to put in a media kit.)

Succinctly reference any writing or blogging awards, mention any review teams you’ve been part of, list any e-books, books, or articles you have had published. Let them know your blog is a profession and business for you.

Assure the company that you will take a marketing relationship with them seriously.

I once received this review inquiry: “Hi, my name is Jane Doe. I blog at JaneDoesblog.com and do product reviews. I would like to review your product.” When I clicked over to the blog, there were only four blog entries. Each a review, each dated two days before the email. There wasn’t an archive, no About Me page. What this inquiry said to me was—“I’m not a serious blogger. I just threw up this blog so I could contact you to see if I could avoid spending money to buy this for my family.”

While I know 99.9999% of the blog owners reading this know not to do this, it is a strong illustration of how important it is to communicate to a brand that you are professional and serious about the relationship.

Takeaway: Communicate your level of professionalism and commitment by succinctly introducing yourself and your experience. Devote just a few sentences to this—pick the most important information you want to communicate.

Make it easy for the decision maker to find and read your blog. This sounds elementary, but sometimes the most obvious detail gets overlooked when we’re focused on such an important communication.  Make sure the link works and the landing page is in top shape. (See this entry.)

Be product knowledgeable! If you’ve ever read articles or books on job interviews, one major piece of advice is to research and know the company. Think of this inquiry to a brand as a “job interview”. You are basically trying to get them to “hire” you to promote their products. So, research what they are selling. Visit a local store or a friend who has this product and check it out. Is it something you can feel good about trying and reviewing?

Brands want to know that you are familiar with and interested in their products—you aren’t just asking for the product to get something for free. In your introduction email, in a few short sentences, explain why the product would be a good fit for you.

Research their current and past promotional activities, brainstorm some collaboration ideas. Let them know you have some ideas to engage your audience with their product.

Again, this shows the brand that you treat your blogging like a business. If they see you take your blogging serious, they are more likely to feel that you’ll take their product serious.

Takeaway: Do your homework on the company and their products. Treat this like a job interview. Let them know you have a few engaging ideas for promoting their product.

Link to an online PDF of your media kit. If you don’t want to have your media kit information accessible on your blog, send a link to a PDF. Make this link obvious in your email.

Closing. Thank them for their time and consideration, mention communicating further to discuss ideas. Then gently follow up if you haven’t heard anything back within 2 weeks.

Marketing and/or social media staff receive inquiries almost daily from bloggers, print outlets, site owners, etc., so craft your letter to be brief but informative.  You want to make it stand out, communicate that you treat your blog as a business, and convey a message of professionalism and creativity.

In the next installment we’ll discuss your media kit.

Filed Under: Marketing

C2B Company to Blogger© Marketing Part 1: Do You Have The Numbers?

July 29, 2012 By 17 Comments
blogging information

This is the inaugural post for a new series – C2B Company to Blogger© Marketing. We'll look at how to approach companies, how companies think, and what both brands and bloggers can do to enjoy a mutually beneficial relationship. The C2B Company to Blogger© relationship is mutually beneficial, but companies cannot just apply traditional marketing measurements with blogger relationships and expect the same results experienced with more stagnant type marketing (print ads, direct mail). Let's look at how C2B Company to Blogger©  relationships develop, grow, and thrive.  

You have put a lot of effort and thought into your blog, you’ve built your unique content, you’ve fostered a warm community with a strong following, you’ve developed the relevant links back to your site, you’ve built respectable stats–the time has arrived to step up your involvement with brands. With the sheer number of bloggers who are willing and able to promote their brand, how do you catch the attention of a company?

In 2011 the Nielsen/McKinsey company had tracked over 181 million blogs around the world, up from 36 million in 2006. How do you convince a brand that your audience and their products are an excellent fit with your blog and your audience? In this series, I will share information on how to prepare to approach brands and then how to approach them.  This first installment  covers just one piece of preparation-getting your numbers together.

However, “numbers” refers  more than just the sum of the number of subscribers, Likers, and followers. There is another numerical factor. . .

I first blogged from 2003 to 2006, then off and on since. I was very active on the blogosphere and even won a homeschool blogging award. However, I hesitated when it came to approaching brands because despite having decent traffic and some sort of recognition from fellow bloggers, I didn’t feel I had “the numbers” to attract a company. Marketing and blogging have changed a tremendous amount in the last 6 years. What was considered “the numbers” in 2006, is a bit more involved in 2012.

What exactly are “the numbers”? There are two important numbers brands should consider and you as a blogger should prepare:

  1. The overall reach a blogger has across social media platforms and
  2. The Engagement Factor

Companies, business owners, Marketing Directors like numbers.  Companies have a budget and in that budget they most likely have columns for the cost of the placement, the circulation/reach for that placement,  which then allows them to calculate the estimated cost per reach. However, there is a second number companies should consider—the Engagement Factor. This is where you, as a blog (business) owner will most likely have to educate the brands you reach. Do you feel like your subscriber, follower, and Liker numbers are too low? Maybe, but maybe not.  Having been on the corporate side of blogging and marketing for 13 years, there are other numbers companies need to look at when reviewing your presentation to them:

  • Are your subscribers, Likers, and Followers  actually visiting and interacting with your content?
  • Are they opening your email, coming over to your blog, and commenting?
  • Are they conversing with you on Twitter? Or repinning your content?
  • Are you doing unique things to bring quality engagement and conversations?

These are all part of the Engagement Factor. Unfortunately, the company representative you make contact with may not understand the Engagement Factor. You will need to educate them! Here are some of your numbers and factors you should look at and consider as part of your Engagement Factor you pitch to companies:

  • Your total Tweets. Suggest they look at the type of Tweets. Companies should be looking for the quality of engagement and for more conversational Tweets. This shows you have a strong relationship with your audience. You are not just bombarding the Twitter world with marketing messages.
  • The consistency of comments. Do you consistently get comments on your blog posts or on your Facebook posts?
  • The number of entries on your latest giveaways? If you’ve had impressive entry numbers, link to those posts and highlight this information.
  • Are your pins consistently repined?
  • Do you host a regular link up? Whether you are the originating host/hostess of the link up or are an occasional host, highlight this by providing links.
  • Have you hosted a long term online event? These include things like book discussions, a series of interviews, etc.  Here are some examples of a book club via Amanda Pelser at ThePelsers.com, a link up that involves children too via  Kids in the Kitchen from Kelli Becton at AdventurzInChildRearing, and a regular video feature via The Lab Report from Marci Goodwin at TheHomeschoolScientist.com.  These are long-term, audience-engaging activities that brands like to see. There are many, many more creative features like these! Meg at HomeschoolinMama hosts Music Mondays. You can see how special events like this could mesh nicely with specific products.
  • Have you worked with other companies in a fun way? Jenn at DazeofAdventure has a creative partnership via the NASA Tweet Up. If you hve partnered with companies, large or small, let the companies you contact know. If possible, obtain some endorsements from these previous partners.
  • Have you created resources in the form of free PDFs or eBooks? Rebecca at MomsMustardSeeds has and places obvious links on the toolbar.

Put "pen to paper" and look at all of your past content–what are some of the things you have done to attract visitors and increase engagment. If you need to increase some of these "extracurricular" activities, look at what you love to do or identify key goals you want to achieve for your children, your family. What can you do to reach those goals while sharing it with others on your blog and encouraging them in turn?

Pageviews, subscribers, followers, etc., are all important numbers—they do show the size of your audience. But the other items show the ENGAGEMENT of your audience.  When you prepare your media kit and presentation to brands, highlight the ways you have engaged your audience. In the next C2B Company to Blogger© post,  we’ll talk about other preparations before contacting companies.   View  my complete bio here. ©2012 Michelle Eichhorn. May not be reprinted without prior permission

Filed Under: Marketing