Trevellyan.biz

How Google Panda May Affect Your Website's Search Engine Rankings

2011-09-08T06:34:00.001-07:00

At Trevellyan.biz, we love great looking sites, sites that function intuitively and that load fast. But do you know what we believe to be the single most important element of a good website? Content, good content.

And today content is even more important, because Google has increased its relevance in determining site ranking.  

Panda is a new algorithm that Google uses to give better search results. This algorithm fights against low quality and copied website content by concentrating on uniqueness and originality. Google Panda affects sites that contain low quality or poorly written articles, content that is simply cut and pasted from other websites, non-informational content and content that isn't updated regularly.

  What does this mean to you?
 It means that content is key to your site's rankings. Whether you're writing a blog or submitting content to a website, be careful of the postings you're making. To benefit from Google's new algorithm, make sure that they are they relevant, unique and original.  

While Google likes to keep the details of its algorithms private, two Google engineers, in an interview with Wired Magazine, summarized the factors which make a site vulnerable to Panda. While none of these factors on their own appears to change a ranking, multiple factors will likely result in a negative impact.

High bounce rate on page or site. (A bounce occurs when a visitor only views a single page on a website.)
Low visit times on page or site.
Low percentage of users returning to a site.
Low click through percentage from Google's results pages (for page or site).
High percentage of boilerplate content (the same on every page).
Low or no quality inbound links to a page or site (by count or percentage).
Low or no mentions or links to a page or site in social media and from other sites.
High amount of content that doesn't match search queries for the page (e.g. ads).
Unnatural repetition of a word on a page.

To improve the search engine ranking of your website, call 518.392.0846 or email us.

Software Updates: What They Are and Why You Should Care

2011-09-08T06:33:00.002-07:00

There are two main types of software update, those for your operating system (Windows, Mac OS etc.) and those for the programs you have installed. Software updates are distributed primarily to fix security issues and to correct bugs.

Operating systems and most programs include mechanisms to distribute software updates automatically over the Internet. This is why you will frequently see a notification on your computer that an update is available - your operating system or a program has 'called home' over the Internet and discovered the update.

What should you do when you see one of these notifications?
In most cases you should install the update. While there is always a small risk that an update will cause problems of its own, the benefits of eliminating security issues usually outweigh this risk. For example, imagine you're notified that an update is available for your web browser (e.g. FireFox, Internet Explorer, Chrome, Safari). The makers of your browser have been working hard to fix the issues that the update addresses. Meanwhile, criminals have been working hard to exploit the same issues to attack the computers of innocent users. If you don't install the update and you're unlucky enough to stumble upon one of their maliciously crafted websites, your computer is vulnerable to attack.

You may be surprised to learn that a similar scenario can play out with any program you have installed. It's harder for hackers to exploit issues with programs that open other types of files, such as pictures or office documents, but it's far from impossible. You might receive a document from a trusted associate, but perhaps that person's computer has been compromised without their knowledge. If your software is out of date, you're taking unnecessary risks.

How do you know if an update is genuine?
Perhaps the best advice is simply to get used to installing updates. If you're familiar with the appearance of notifications from the software you have installed, you're less likely to be fooled by a fake.

When should you decline an update?
If you're working to a strict deadline and you're offered an update for software that's critical to the completion of your project, you may choose to defer installing the update pending completion of the project, just in case the update causes problems. Also, if you have serious doubts about the authenticity of an update notification, you may choose to decline it until you can verify its authenticity. Make a note of any information contained in the notification, especially details of version numbers, then check the software maker's website for information about the update. If the information matches then it's probably safe to install it.

As a general rule, keep all your software as up to date as possible. If you're unwilling to keep a specific program up to date, consider removing it from your computer.

For help with software updates, call Robert at 518.392.0846 or email info@trevellyan.biz.

Graphic Design Discussion: How Color and Contrast Affect Readability

2011-09-08T06:33:00.000-07:00

Reverse type. You see it all the time - light text on a dark background. Some designers use it to give variety to a page layout and others are looking to make their designs "pop". But is reverse type a good design decision?

The question one should always ask when designing an ad, brochure, website or sign is "Will the user find this easy to read?" While you want people to notice your work, your goal is to have it read. To see it but not read it isn't enough.

There has been a significant amount of research on inverted color schemes. A 1980 study from London found "dark characters on a light background are superior to light characters on a dark background... participants were 26% more accurate in reading text when they read it with dark characters on a light background."

A study at Austin State University found "in every color combination surveyed, the darker text on a lighter background was rated more readable than its inverse (e.g. blue text on white background ranked higher than white text on blue background)."

Even advertising guru David Ogilvy, who did research in the 1970s, found that ads with black on white text had a three times higher response rate than ads with white on black text.

According to a 1989 study by the J Am Optom Assocation, 45% of the population has an astigmatism. This huge group finds it harder to read white text on black than black on white. That's a lot of people who might not be able to read an ad, a webpage, a sign, because the designer did not consider readability.

And there are other factors. Consider reading something on your laptop or cellphone. If the user is in a bright room or outdoors, then white type on black background can become unreadable.

There are exceptions to every rule. Using light text on a dark background can help direct one's attention to a single element, as in a single word heading, a title or a label. But as a general rule, if you want your copy to be read, make it easy for the reader to do so. Dark type on a light background is more likely to be read than light on dark.

If you need help designing an ad, brochure, website or sign, give Suzanne a call at 518.392.0846 or email suzanne@trevellyan.biz.

Top 10 Most Common Passwords

2011-09-01T08:22:00.003-07:00

According to a 2010 article in The New York Times, these are the top ten most common passwords.
1. 123456
2. 12345
3. 123456789
4. password
5. iloveyou
6. princess
7. rockyou
8. 1234567
9. 12345678
10. abc123

Sometimes having "the most popular" of something isn't a good thing. If you're using something this obvious, you should change your password immediately.

Top Eight Rules for Creating Strong Passwords

2011-09-01T08:22:00.001-07:00

Follow these simple steps to create a password that is hard to hack.
When possible, use at least 12 characters. Never use less than 8.
Use a variety of characters including letters, numbers, punctuation, and upper and lower case. The greater the variety, the stronger your password will be.

Avoid using real words from any language.
Avoid using real words spelled backwards, abbreviations or common misspellings.
Avoid using repeated characters or rows of adjacent keyboard characters.
Never use personal information such as your birthday, driver's license number, family member or pet's name.
Never use your username as your password.
Test your password with an online password checker to determine its strength.

Having trouble coming up with a good password on your own? Google "free online password generator" for help creating a secure password.

If you're on a Mac running a recent version of OS X, your system comes with a built in password assistant. This tool can generate passwords that are easy to remember but hard to crack. To access this tool, go to System Preferences > Accounts and click on your account. Click on Change Password, then click on the key icon to see a password suggestion meeting various criteria. Click on the down arrow next to the suggested password to see more suggestions.

The Importance of Using Strong Passwords

2011-09-01T08:21:00.003-07:00

There are many things to consider when dealing with online security. One that is often overlooked is passwords.

We use passwords to access email, retrieve voice mail, get cash from an ATM. To make them easier to remember, we often choose passwords that mean something to us, using personal information and common words. Unfortunately, these passwords are easy to guess, and if your passwords are easy to guess, your computer files, personal information and online accounts are at risk.

A couple of simple tools hackers use are the Dictionary Attack and Brute Force Attack. A dictionary attack tries to discover your password by going through a list of known words. This is why you should never use a real word as a password. A Brute Force Attack systematically checks all possible character combinations, so the longer the password, the longer it will take to discover.

If the hacker knows who you are, it's even easier for them. They'll find words particular to you. Let's say you live in "Chatham," have a son "Michael," and your dog's name is "Bone." A hacker might take these terms and create wordlists from the results. Thus, "ekiMBoneNY" may seem like a fine 10-character password, but it will be cracked in minutes by a hacker who knows you.

To keep your identity safe, it is crucial to have a long, strong password. But even a strong password can be breached if you share it. Your password should be your personal secret. Keep it.

How to Track What's Being Said About You and Your Company Online

2011-09-01T08:21:00.001-07:00

When print was king, companies would hire press clipping services to track what was being said about them in newspapers and magazines. As a down-home example, imagine that you submit a press release to all the newspapers and magazines within 50 miles of your business. Unless you subscribe to and read each and every one of those publications, you would never know which publications ran the release. One option would be to hire a press clipping service to track that for you.

While press clipping services still exist, you can track online coverage yourself. And now it's free.

Google offers a service called Google Alerts, which will email updates of relevant Google results based on your choice of topic. You choose a word or subject matter and Google automatically notifies you when new content from news, web, blogs, video and/or discussion groups matches your search terms.

For example, I have Google Alerts set up for my company, Trevellyan.biz, and my name, Suzanne Trevellyan. Whenever either of these are indexed through Google's search engine, I am notified. If a newspaper runs a story with my name in it, I am notified. If it appears on a blog, I'm notified. Even if someone adds me to their website's list of contacts, I'm notified.

Google Alerts is a low-cost way to monitor your company's online presence. If you'd like help setting up a Google Alert, give us a call at 518.392.0846 or email us.

Hospitality Report Finds Tracking Is Important

2011-07-08T10:19:00.001-07:00

Make the most of your advertising dollars by tracking results. By continually asking customers what brought them to you, you will be better able to judge which media and promotions work best. If it's working well, keep doing it. If it's not, find out why and change it.

A new Cornell Study supports the claim that tracking is important. The report "Customer Loyalty: A New Look at the Benefits of Improving Segmentation Efforts with Rewards Programs", found that lodging industry leaders who continue to re-evaluable their loyalty programs end up with more effective programs.

The report, by Clay Voorhees, Michael McCall, and Roger Calantone, is available online from Cornell Hospitality Research at no charge.

Protect Your Identity: Opt Out of Pre-Approved Credit Card and Insurance Offers

2011-07-08T10:18:00.000-07:00

Have you ever received a pre-approved credit card or insurance offer? Did you know that these seemingly innocuous pieces of mail can be the key a thief needs to steal your identity?

According to the Federal Trade Commission website, many credit card and insurance companies solicit new customers using criteria based on a credit report (pre-screening). If someone steals your mail, they can fill out the pre-approved application. Then all they need to do is wait for that card to arrive in your mailbox, steal it and start spending.

Register your name and address with OptOutPrescreen.com, the official consumer credit reporting industry website, and you will reduce the amount of junk mail you receive and help protect yourself from identity theft. Opting out doesn't affect your credit score or your eligibility for credit or insurance.

When you register online with OptOutPrescreen.com. you are opting out for five years. Permanent removal is available but requires submitting a paper form through the mail. You will need to provide the website OptOutPrescreen.com with your home phone number, name, social security number, and date of birth. This information is confidential and will only be used to process your opt out request.

Identity theft is real, but with a little thought and some due diligence there are ways to protect yourself. This free service is a good first step.

Five Reasons Why Website Updates Are Important

2011-07-08T10:15:00.000-07:00

A website is a great tool. However, even once you have your site up and running, the job is not complete. Unlike every other form of advertising, websites are never finished. Done right, a website is a work in progress, continually being updated and improved. The websites that work best, the ones that deliver the best results, are constantly being tweaked.

1. New Beats Old
Search engines rank websites with new content higher than websites with old content. Updates should be done on a regular basis, monthly or even weekly.

2. More Frequent Indexing
Search engines send out bots to index web pages. If the bot finds your site hasn't been updated in a month, another bot may not be sent again for two months. If it still hasn't been updated, it may wait three months. Regular updates mean your site gets indexed more often and the your site's contents will be searchable.

3. They Will Come
Posting new content on your website gives customers a reason to return. This can enhance your relationship with them and they may be more likely to use your services more often.

4. Know What They Want
By reviewing your web stats, you'll learn what information your users find most appealing and where they are coming from. This will help you determine a direction for new content that can draw even more visitors.

5. Ch-ch-ch-changes
Search engines are constantly changing the way they index sites. The factors one directory considers important today may change dramatically tomorrow and every directory is different. Getting the most from your website requires on-going supervision and maintenance.

Maintaining a small website doesn't require a huge chunk of time, it can take as little as a few hours a month. Outsourcing this task can be a good choice for those who don't have time to do it themselves. If you're interested in having us maintain your website, please call 518.392.0846 or email us.

Design Tips for Creating Effective Cinema Advertising Slides

2011-06-09T13:48:00.000-07:00

Develop a clear concise message. Limit your promotion to a single product or selling point.

Colors
Use a dark background contrasted with light text.

Fonts
Keep fonts simple, sizes and styles clean. Thin or script fonts can be hard to read, as can fonts that have too much contrast of thick and thin. Mixed upper and lower case is easier to read than all caps.

Style
Avoid special effects. Beveled edges and textures may be distracting and often appear blurry.

Text
Limit copy to 25 words. Use short phrases that the reader will remember.

Featured Client of the Month: Rebecca McBride

2011-06-09T13:47:00.000-07:00

Rebecca McBride found herself in an all-too-common situation. As a writer, editor, and researcher located in Old Chatham, her website was looking dated.

Rebecca came to us with two main goals - to update the look of her site, and to integrate a content management system (CMS) that would allow her to make her own changes. Rebecca's husband created his website on WordPress and she was interested in going that route too.

WordPress is a free, web-based CMS. In its most basic application, users select a theme from the WordPress library and input their content to create a simple website. WordPress was originally conceived as blogging software, but customizable options now make it full-featured enough to power other types of website.

After reviewing the free themes that WordPress offers, we determined that none was exactly what she needed. We decided to create a custom WordPress theme that would give her the unique look she desired with the CMS capabilities that were required.

Rebecca's website has seven pages - Home, About, Contact, Projects, Resume, Testimonials and Book, a blog page about her new book, Traveling Between the Lines. WordPress has the capability to allow readers to leave comments and ask questions, although the feature isn't currently being used. Rebecca can change content, headings, style and order on her own. She can even create her own pages and links.

If you're interested in having us create a custom WordPress themed website for your business, give us a call at 518.392.0846 or email us.

Is Cinema Advertising A Good Fit For Your Business?

2011-06-09T13:44:00.001-07:00

When analyzing different advertising venues, one option that is often overlooked is cinema advertising. For businesses that want to reach residents, this can be a cost-effective option. For advertisers who are looking to draw business from nearby, local cinema advertising can be a good fit. One and two-screen theaters draw people who generally live within a seven to 10-mile radius, who have already developed a pattern of patronizing local businesses. Megaplexes and larger regional cinemas draw from a wider area.

Unlike most other advertising vehicles, movie audiences are much less likely to be distracted by other activities. Without a remote control, video game or full refrigerator to fight for their attention, most moviegoers focus their attention straight ahead, at the movie screen. In fact, a 2008 study by IMMI research found that moviegoers are 157% more likely to see ads in a cinema compared to other media measured.

What does it cost?
Rates for on-screen advertising vary. Below are base rates for a handful of local movie theaters that offer on-screen advertising.
a. Crandell Theatre in Chatham averages 2000-2500 people/month and the fee is $50/month.
b. Cinema 1-2-3 in Hudson averages 4500-5000 people/month and the fee is $100/month.
c. The Spectrum in Albany averages 5000 people per month and the fee is $375/month.

ow do you know if one these opportunities is right for your business? Start by thinking about what groups of people are most likely to be your customers (consider age, gender, income, etc). Then contact each theatre directly. They can provide you with their audience's unique demographics and more details about their advertising opportunities.

If you are would like to learn more about onscreen cinema advertising, please call 518.392.0846 or email us.

How To Wrap Text in A Cell in iWork Numbers

2011-05-05T10:04:00.000-07:00

Using numbers as a spreadsheet for a task chart can be a simple and effective way to map out your steps and track your progress. Numbers' default setting, however, sets all text on a single line. If the text extends beyond the boundary of the cell, it will be hidden.

Here is an example of text extending beyond a cell's boundary.

What you can see is "D Hill Country" but the entire content of that cell is "May 5 AND Hill Country Observer."

There are two ways to fix this problem.

1. The first is to drag the right edge of the vertical column at the heading so that the cell expands enough to contain and display all the information, as illustrated below.

2. The second way is to instruct Numbers to wrap text in the box so that all content is displayed. To do this, highlight the cell in which you'd like all the text to fit. Then select Inspector from the tool bar at the top of your Numbers window. From within that dialogue box, choose the fourth icon in at the top of that window. (If you hover over that icon you’ll see it’s called the Cell Inspector. At the bottom of that box, check the Wrap Text in Cell box.

Once you tell the Numbers Inspector to wrap text in cell, it all fits!

We Now Offer Custom Wordpress Templates

2011-05-04T16:14:00.000-07:00

There are two ways to build a website; either from scratch (custom), or using a template. Custom websites are the most flexible and impose the fewest limits on appearance and functionality. However, making changes to a custom website requires extensive knowledge of html, and should be handled by a professional. Templated websites have limited customization options, but have the advantage of being manageable and editable by anyone with solid computer skills.

Trevellyan.biz now offers an option that blends the two - custom templates for WordPress.

WordPress is an open-source content management system (CMS) based on templates. These templates can be created from scratch, so although there are some design limitations, they are less severe than those of many other systems.

If you are interested in having a website that you can maintain yourself, e mail or give us a call at 518.392.0846

Featured Clients of the Month: Berkshire Books, pookstyle, and Shops @ 2 Park Row

2011-05-04T16:13:00.000-07:00

Bob and Kaarin Lemstrom-Sheedy have been involved in the book business since 1970, working for booksellers and publicists in Boston and New York. In 2001 they opened their own retail shop, Berkshire Books, on Park Row in the village of Chatham.

When Bob and Kaarin first contacted me, Berkshire Books' website was outdated. They wanted a fresh look for the site, and their needs were simple - a single page that provides key information: who, what, where, when and why. Additionally, the site needed to reflect the cozy atmosphere of this unique business. Visit the new website.

Later Kaarin contacted me to say she was planning to open a gift shop of her own, pookstyle: thoughtful gifts, on the ground floor of the Berkshire Books building at 2 Park Row. Kaarin wanted a single page site that offered an authentic representation of her product line. The site needed to be created before the store interior was complete and before inventory arrived, so finding appropriate artwork that would represent the store well was going to be tricky. Visit the pookstyle site.

About four months after pookstyle opened, Bob and Kaarin were back. Their new mission was to create an umbrella marketing strategy, Shops @ 2 Park Row, for their two stores, along with Jeff Risley's Park Row Gallery, also in the 2 Park Row building. The intention was to run online advertising to drive traffic to a new shopsat2parkrow.com website. That website, another single page site, would be a portal to their individual websites. Visit the site.

Simple or complex, single page or a custom online store, Trevellyan.biz can help you get your business online. In today's business climate, an accurate online image is crucial. Email or call 518.392.0846 today.

QR Codes. Next Generation Bar Codes

2011-05-04T16:12:00.000-07:00

There are many methods for driving traffic to a website. Traditionally these included providing fresh content, encouraging other sites to link to yours, and optimizing keywords. Now there is a new method called QR codes and it targets the ever-expanding pool of smartphone users.

QR (short for Quick Response) is a type of barcode that can be read by reader-equipped camera phones. Like bar codes, QR codes hold information. While a typical barcode can hold up to 20 digits, QR codes can hold thousands!

A QR code consists of black modules arranged in a square pattern on a solid background. The information encoded can be plain text, a web address, or other data. The user points a camera phone at the code, and the phones's browser opens up the link, video or image.

Created in 1995 in Japan by Toyota, the QR code was initially used for tracking parts. Today the uses are much broader. QR codes are found on signs, vehicles, packaging, periodicals, marketing materials, menus, tickets, receipts, business cards, and name tags. One of the more famous applications was by for the 2010 animated movie "9" which was promoted with green posters containing only a QR code that took users to the movie trailer and special features.

Assessing advertising response rates with traditional media such as radio, tv, and print can be tricky. However, online advertising and applications such as QR codes are easily tracked. This information can help assess a promotion's success or failure.

If you're interested in incorporating QR codes into your marketing program, email us or call 518.392.0846.

Beware of Fake Domain Renewal Notices

2011-04-05T14:00:00.000-07:00

Clients often contact us after receiving a letter stating that their domain name is about to expire. In common with many scams, the letter often urges you to act immediately. If the notice you receive is not from your registrar, it is not to be trusted.

Fake domain name renewal notices are a scam known as Domain Slamming. Renew with this fake company and you may be transferring the domain name away from your existing provider.

Know Your Registrar

It's important that you know who holds the registration on your domain name - this company is called the registrar. To be safe, confirm with your registrar that your domain is locked. A locked domain can not be transferred.

How does this fake company know who you are? How did they get your information?

WhoIs

Whois is the master directory for domain name registrations. Unless a domain owner purchases WHOIS privacy, their name and contact details are publicly visible, along with other technical and contact information.

If you receive a domain renewal notice from a service other than the one you registered with, throw it away. If someone else registered the domain on your behalf, ask them for the name of the registrar that they used.

Featured Client of the Month: MOD Restaurant

2011-04-05T13:59:00.000-07:00

Trevellyan.biz was hired by the Columbia Economic Development Corporation to provide technical assistance services to MOD Restaurant as part of Columbia Hudson Partnership's Microbusiness Program.

The owners of MOD Hudson, Dana Wegener and Mary DiStefano, had a successful restaurant in Catskill for five years. When they decided to venture across the river to Hudson, they knew they'd need a website.

Because MOD never had a website before, there was no existing copy or photos to work with. When I first met Mary and Dana, the restaurant was not yet open and the interior was in no shape to be photographed. The girls were renovating the space themselves, and were working night and day to meet their goal of opening mid-March. Finding time to also compile the required information we'd need for the site was going to be tough.

We started by determining the basics: what topics should be covered, how changes to the site would be made, when the site needed to be online. By reviewing other restaurant websites together, we determined the aesthetic they were looking for. Simple and easy to use would be key to an appropriate design for their business. Like their own style, the website needed good lines, lots of white space, and plain, simple language.

Just like the renovation of the restaurant, creation of the website took shape quickly. A short email to a few customers from their Catskill location came back with a pile of enthusiastic testimonials. I spent one morning at the restaurant, amid paint cans and drop cloths, taking placeholder photos. Piece by piece Mary sent copy - owner bios, catering and party details, and finally, the menu. I compiled a list of Frequently Asked Questions and together we worked to get the right answers. The moment the restaurant was ready, photographer Nora Adelman went back and took lovely interior and exterior finished photos.

MOD Hudson opened their doors at 20 South Front Street Wednesday, March 23 and has seen steady business ever since. If you're looking for a great meal, with generous portions, at a good price, I recommend you visit MOD. And if you're looking for an effective website using current web standards, I recommend you give us a call at 518.392.0846 or send an email.

Are You Streetwise Online?

2011-04-05T13:58:00.000-07:00

The most important factor in protecting your computer from malicious software is not which security package you install, or which browser you use. Far more important than any technical solution is the behavior of the user.

Just like in a big city, different locations present different levels of risk. The dark neighborhood on the wrong side of the tracks is riskier than the well-lit streets of downtown. Similarly, websites or file sharing services that promise free cracked software or adult movies are more likely to contain harmful content than well-known websites run by reputable companies.

Being streetwise in a city isn't just about which streets you choose to walk on, it's also about how you assess and respond to those you encounter, even in the best neighborhoods. Someone on a street corner selling cheap Rolexes might be offering a great bargain, or they might just be out to rip you off.

The analogy still holds for online threats. A favorite tactic of online thieves is to hitch their threat to the latest hot topic using what's known as poisoned search results. When the latest royal wedding was in the news, a search for images of Kate Middleton and Prince William included results that required the user to install new software before viewing the pictures. Did someone really invent a new type of image file just for this event? Of course not - the software was a trojan.

How can you tell if the website you're about to visit is legitimate? The easiest way is to hover your mouse over the link and read your status bar. Make sure the component of the address that comes right before the first single slash matches what the text claims it to be. Then pay close attention to any deal you're offered. Celebrity pictures or videos in exchange for installing new software? Just walk on by.

None of this means you shouldn't install security software to help protect yourself. When clients ask I usually recommend a free package, not because they're better but because the user will never be tempted to let their subscription lapse for the sake of a few dollars. Just don't forget that the best security software can never provide 100% protection - user behavior is key.

How to Protect Your Facebook Account

2011-03-09T13:43:00.000-08:00

After a number of friends recently had their Facebook accounts compromised, I thought I should offer a few tips to help you keep your own account safer. Whether you want to protect your Facebook account or your online bank account, learning to distinguish what’s real from what is not can help you protect your computer and your privacy.

One of the most common ways for unauthorized users to access your account (and there are many ways) is to send you an email to confirm your Facebook password. This is called phishing. At first glance, the email appears to have come from Facebook. Instead, a page has been created to look like Facebook.

A phishing email often claims that there is something wrong with your Facebook account and if you don’t respond quickly by confirming your password, your account will be deactivated. If you were to click on the given link it would take you to a page similar to a Facebook page, but it isn’t really connected to Facebook at all. Enter your password information at this point and the person who sent the email now has access to your account.

How can you tell if the email is really from Facebook?

Facebook would never send you a notice like this. They know your password. The only time you should ever type your Facebook username and password is when logging in directly to the Facebook.com site.

Learn to check your status bar regularly

Before clicking a link in an email or on a web page, you should always hover over the link with your mouse and carefully read the status bar at the bottom of your screen to determine exactly where the link will take you.

For example, below is an email from Amazon. You’ll see that when I hover my mouse over a link in the email, it shows the linked address in the status bar. Notice that in the example, the component of the URL immediately before the first single slash is “amazon.com”. This is exactly what I would expect from this company, so I would feel safe clicking on the link.

Below is an example of a link on Facebook which, obviously, would not take me where I think I should be going. Yuindrfstzi.tk. Suspicious.

In most cases, the things that happen to you online must be authorized by you. Because viruses can’t just download themselves to your computer at will, you need to give permission for the transfer to take place. Phishers continue to improve the look of what they’re doing in an effort to trick you into giving that permission. Be careful where you click and always read the status bar. You’ll find it will be one of the most valuable tools you have to protect yourself from malicious software.

If your status bar is not turned on, turn it on now.

What to do after your account has been compromised

Log into your account, directly from the facebook.com website, and change your password.

If you use the same password on any other accounts, change it immediately on those accounts too.

How to turn off “Automatically Detect Email & Web Addresses” in Apple's Pages

2011-03-09T11:16:00.000-08:00

Whether writing something original or copying and pasting off the web, there may be email or web address within that text. Apple’s Pages automatically detects those addresses, applies a specific text style and turns them into active links.

When you don’t want the link to be active, there are two ways to fix it.

THROUGHOUT THE DOCUMENT

If you would prefer that Pages not automatically detect a web or email address in your Pages document then you should change your preference setting.

1. Click on the Pages menu and select Preferences

2. Select the Auto-Corrections pane.

3. Uncheck the box labeled “Automatically detect email and web addresses.”

IN THIS CASE ONLY

If you would prefer to have only some of the links on the page active, while others not active, click on the Inspector button at the top of the window.

Select the link pane.

Check or uncheck "Enable as hyperlink."

Each Search Engine Is Different

2011-03-08T13:07:00.001-08:00

Because each search engine displays results differently, you may want to become familiar with the ins and outs of your favorite browser.

Learn about Yahoo

Learn about MSN

Learn about Ask.com

Surfing. It Can Be Good For You And For Your Business

2011-03-08T13:06:00.002-08:00

Got some downtime at work? Surf! The web is a great place to take stock of your competition. What are their strengths and weaknesses? What services are they offering that you might consider adding? How strong is their web presence? How does it compare to your own?

Understanding search engine results can also improve the effectiveness of your advertising. Good search engine optimization relies on the appropriate use of keywords. Find a relevant keyword that isn't used by a lot of other companies, and your site may rank higher.

Understanding the Details of Google's Results

2011-03-08T13:06:00.000-08:00

Now that you understand the template used for Google Results pages, let's look more closely as the details of individual results.

The very first line of each result is set in blue and underlined - it is the title of a web page. The description underneath the title is called a snippet. Under the snippet is the URL of the page, followed by a cached version of that page. If more than two pages from a single site appear in the results, those results will be indented. And if even more results from the page have come up, you will be offered "More Results."

Above this article you see that I have identified seven different elements of Results. Below you will find details about each in alphabetical order.

Cached

Cache is a snapshot of data which can be accessed at a later time. The next time that information is requested, it can be presented to you quicker. Let's say that you are viewing a website, going back and forth between pages. Every single time you return to a page, your computer doesn't have to reach out to the server requesting the information over and over again. It can simply retrieve it from its local cache.

Each time Google's robots visit a website, they store a copy of that page in Google's cache. In the event that the page is not working, Google can show the cached page.

Indented Result

When multiple results are found from the same website, the most relevant result is listed first, with other relevant pages indented below.

More Results

Click on this link and you will be presented with a new google search results page limited to that website.

Page Title

In January's edition of SHOUT! I included an article about the importance of Page Titles. Google generates the Page TItle from the Title tag on the web page. You can see how the words you choose directly affect what appears on the results page. This is also a clickable link to the returned result.

Snippet

A Snippet is a short excerpt of text that describes what you might find on the linked page. This information usually comes from the meta description tag on the web page.

URL of the Result

This is the address of and link to the returned result.

Understanding Google's Results Page Template

2011-03-08T13:04:00.000-08:00

Whether you're searching the web for business or pleasure, understanding the results of your search engine query will help you find what you're looking for quicker. There are clues in the results that can help you identify which links are most likely to include the information you are seeking. Knowing where to look, what to look for and why the information is presented the way it is can make your searches less frustrating and more productive.

Most Google searches are formatted the same way. The search query box is at the top. Directly below is the statistics bar. Below that, in a pink box and also in a narrow column running down the right side, are paid searches. Below the ads are the organic results.

Above this article you see that I have identified six different elements of a typical Google Results Page. Below you will find details about each in alphabetical order.

Advanced Search

A typical Google search involves typing keywords in the Search Query Box. However, perhaps you have tried a Google search but didn't find what you were looking for. Google Advance Search lets you tailor your search by using a variety of criteria, such as keywords and location, to narrow down the results.

Natural/Organic Results

Just as a newspaper contains both news copy and advertising, so does Google. And just like in a newspaper, Google attempts to identify which parts are paid advertising and which are to be considered "news". Google organic results is "the news" and appears based on content, keyword relevancy, and popularity.

Paid Search

Using the newspaper analogy again, Google AdWords is the retail advertising department at Google. While newspapers charge a flat rate based on ad size, Google AdWords fees are calculated based on how many times your ad is clicked. The price of each click is determined through an auction based on the keywords you choose and the popularity of those words.

There are two places on a results page that ads can appear. The most common location is down the right hand column. You will often see ads highlighted in pink, as shown in the illustration above, directly above the organic results. These ads have some combination of high quality score, click-through rate, and price that have qualified them to appear there.

Search Button

Click and go, or just press enter or return on your keyboard.

Search Query Box

The words you type in this box determine what results you get. For best results, keep your search as simple as possible. Case doesn't matter and punctuation is usually ignored.

Statistics Bar

The statistics bar is easy to overlook, but if you're looking to improve the ranking of your site, it is an important number to watch. It is good to know the overall competition for a keyword as it will determine the difficulty of being found using that word. If you are looking to improve the ranking of your website, ideally you would target relevant terms that have as little competition as possible.

Designing Ideas for Your Online Testimonials Page

2011-02-26T07:06:00.000-08:00

Looking for an interesting way to design the testimonials page of your website? Noupee has collected a fascinating variety of layouts.

Looking for Audio Inspiration?

2011-02-01T12:37:00.002-08:00

I just discovered a fresh, compelling radio program that features one-on-one interviews with leading pioneers in the business world, the social sector, and the arts.

Host Jessica Harris asks smart, thought-provoking questions of successful entrepreneurs. Learn about their inspirations and obstacles, challenges and breakthroughs. The guest list is varied and fascinating. You can hear interviews with the founders of TiVo, Netflix, Expedia, Patagonia, Stonyfield Farm Yogurt, LinkedIn, Tesla, and Zip Car. Listen to the podcast anytime.

Client Feature of the Month: Rewraps

2011-02-01T12:37:00.000-08:00

In the April 2009 issue of SHOUT! we featured PS/21, Chatham's exceptional new performance space that features music, dance, theatre and film. Since the 2006 opening, I've handled publicity for the venue.

One year prior to opening, PS/21 founder Judy Grunberg launched Rewraps, a resale clothing store located at 32 Main Street in the village of Chatham. Rewraps was designed to generate additional income for PS/21 while providing a place to view program information.

The store is doing well and has a devoted following. This fall Rewraps asked me to help expand its customer base and improve its exposure.

Our first goal was to develop a website for the store. We wanted to:
1. share relevant, timely information about products and sales
2. keep in touch with customers
3. provide directions, store hours, and contact information

The free blogging service Wordpress fit our needs best. Using a blog gave us the online presence we needed at minimal cost (Wordpress blogs are free) and it allowed staff to post updates regularly without having to learn html. I set up the site and filled in the first few posts, then handed the maintenance responsibility to the Rewraps staff. They can post photos, add content, and respond to comments.

Our second goal was to incorporate social networking into our marketing plan. We decided that a Facebook Page would suit us well. I set up the account, built the pages, and added initial content. This too is maintained by Rewraps staff.

Google Rewraps, or any other business for that matter, and you will find their website in the search results along with references on other sites such as Yelp, Manta, Merchant Circle, YellowBot, Celinea, and HotFrog. These sites purchase basic business information from third party providers and post it online. However, the information is often incomplete. By registering for a free account with each these companies, I was able to expand on the information they provided. This is valuable for a number of reasons.
1. These sites often rank high on Google, so the business will get additional exposure.
2. Incoming links from other sites can improve your own site's ranking.

The fourth and final phase of our 2010 campaign involved writing a press release and distributing it to local print media.

If your business needs a boost, give us a call. 518.392.0846 or email us.

The Importance of Web Page Titles

2011-02-01T12:35:00.001-08:00

The way your website looks and functions, and what information it contains, are important elements. However, like the tree that falls without being heard, if your website is hard to find, then no matter how good it looks, how well it works and what information it contains, it will go unnoticed.

Search Engine Optimization, or SEO, is the process of improving the visibility of a website to search engines. While there are many factors that influence your standings in search results, one of the most important elements for individual pages is the Page Title.

Title PageThe Page Title appears at the top of the browser window when a webpage loads.

Chances are your site content has been written with your human audience in mind. But the truth is, your site is read by more than just humans. It's read by search engine robots, too (also called bots or spiders). These bots locate web pages and index them based on the information contained on the page.

Page Title is the first thing the bots look at. From it they grab key information that they use on the results pages, therefore the title must clearly convey the contents of that page. Use descriptive keywords that offer a solution, rather than a sales pitch, and use a different title for each page.

Although you should always include your company name on the homepage title, including it in the title of every page isn't necessary. Instead, choose words that reflect the contents of each page. Use common keywords and phrases instead of industry lingo and limit your page title to 64 characters.

Finally, the page title should be typed in title case, which means the first letter of each word is capitalized.

If you would like to improve your search engine rankings, give us a call at 518.392.0846 or email us.

Evaluating the Effectiveness of Advertising

2011-02-01T12:34:00.001-08:00

I am often asked, "How do I know if my advertising is working?" My response is, "Ask your customers."

In my business, we track each new contact carefully. Each time we receive a phone call, we write down:
1. the caller's name and town
2. the date they called
3. the company they are with
4. how they heard about us
5. what service they are inquiring about
6. whether or not we were hired

From this information we can evaluate the effectiveness of our advertising. What's working? What's not working? We have tracked changes in response rates after making layout changes, content revisions, and website modifications. We've learned which media outlets and messages work best for the different services we offer.

Times will change. New customers will move in and out of our market and our competition will change too. To stay competitive we will need to continue asking and recording, analyzing and revising.

While it takes persistence and commitment, by regularly tracking your customers' comments, you will compile data that you simply wouldn't have had without asking. You may have a feeling about what advertising is working best for you, but by asking specific questions and tracking those responses you will have solid data.

Client Feature of the Month: David Seth Michaels

2011-02-01T12:30:00.001-08:00

In early December I was contacted by Spencertown attorney David Seth Michaels. Mr. Michaels explained that for many years he has relied on his website to generate traffic ticket referrals. However, since his website was redesigned, his referrals had dropped dramatically. He knew that the timing was too obvious to ignore, but he didn't know how to fix the problem.

While search engine optimization, or SEO, is best implemented when a site is being built, there are improvements that can be made after the site has been launched.

The first things Mr. Michaels and I discussed were, "What is the purpose of the website. Who are we trying to reach? What services are likely to draw the most visitors? How are they most likely to try to find us?"

While there is no way to guarantee where your website will fall in search engine rankings, there are things that can be done to improve the chances that it will appear nearer the top. After that first meeting, I made a list of search terms that were important to Mr. Michael's business and used them when making changes in the site content and source code.

I was able to identify a number of SEO issues right away. The two most obvious were too few keywords and inappropriate page titles. Additionally, the site needed footer links, alt and heading tags, and a site map. It can be a challenging endeavor to rework these elements, but in the end, it can be well worth the time and effort involved.

When I first started the project, David Seth Michaels' website didn't appear in the first twelve pages of google searches using our key terms. Just two weeks from when I started the project, he now appears on page one for each of the phrases we identified.

While we may be in good position today, SEO requires ongoing attention. We will continue to review rankings and statistics to ensure that his site remains visible and productive.

If you'd like an SEO review of your website, give us a call. 518.392.0846.

AppleWorks vs iWorks Numbers

2011-01-20T11:36:00.000-08:00

I’m slowly making the conversion from AppleWorks’ spreadsheet program to iWork Numbers. Having used AppleWorks for a long time (too long really) I often find myself stumped how to do some things I know how to do automatically in AppleWorks. I’ve listed here a few of the tasks I have had to relearn.

How to add up a column of numbers:

In AppleWorks =sum(cell row/column..cell row/column) example =sum(B2..B12)

In iWorks =sum(cell row/column:cell row/column) example =sum(B2:B12)

In iWorks the calculation is performed by a semicolon instead of two periods.

How to Copy a Number or Action Multiple Times in a Row or Column

In AppleWorks Highlight the number/action you want to copy, then hold down the shift key and highlight all the cells you want to contain the same information. For example, if you have the number “97” in B2 and you want to fill in “97” all the way down to B12 then you would click in the B2 cell then hold down the shift key and click in the B12 cell so B2, B3, B4 all the way down to B12 are highlighted. Then from the “Calculate” pull down menu at the top of your screen, select “Fill Down.”

In iWork Select the cell containing the number/action you want to copy. Now drag the bottom right corner of the selection box as far down as you want the numbers to copy.

How to Add Background Color to a Cell

In AppleWorks Open the color palette by selecting “Show Accents” from the Window pulldown at the top of your screen. Highlight the cell(s) in your spreadsheet where you want to add color. Select “Fill” in the Accents palette and choose your color.

In iWorks Click inspector on the toolbar at the top of your document. Click on the third icon in - the table inspector. From the Cell Background pull down menu choose “Color Fill”. Click on the rectangle directly under that pull down and a color chart will pop up. Select the color you want to fill with.

How to Format Numbers in A Cell
In AppleWorks Select the cell to which you want to apply the format. From the "format" pull down menu at the top of your screen, select "Number". The "Number" radio button should be selected in the options window. Now select from the pull down menu the option you need: General, Currency, Percent, Scientific, Fixed.
In iWorks Again, select the cell to which you want to apply the format. Click on the "Inspector" icon on the toolbar at the top of your document. Select "Cell Inspector", the fourth icon in. Select from the pull down menu the option you need.

What is the Difference Between Bitmap and Vector Images?

2010-12-23T08:29:00.000-08:00

There are two major 2D graphic types, Bitmap and Vector. If you work with graphics, it’s important to understand the difference.

Bitmap Images (also called Raster Images) are made up of a grid of pixels and dots. The smaller and closer together the dots, the clearer the image will appear. As that image is enlarged, the size of each pixel grows. Enlarge the image enough and it will become grainy and each individual pixel can become visible.

• Adobe Photoshop creates Raster images.
• Photographs are typically Raster images.

Vector Images are mathematical equations which form shapes by creating a series of points connected with straight lines or curves. Vector graphics can be enlarged or reduced indefinitely while retaining perfect lines. Moving, scaling, rotating or filling does not degrade image quality. Vector images also take up less disk space.
• Adobe Illustrator creates Vector Graphics files.
• True Type fonts are Vector images.

What does it mean to rasterize?
Rasterization takes text or an image described in vector graphics format and converts it into a raster or bitmap image.

How to Draw Arrows In Adobe Photoshop CS3

2010-12-20T14:04:00.000-08:00

With Adobe Photoshop, open the image inwhich you would like to add an arrow. For this illustration, I am using a photo of my most recent batch of ginger nut cookies.

From your toolbar, select the line tool. (If you don’t see the tool bar, go to "Window" in your Menu Bar and select "Tools").

From the Options Bar (which is located at the top of your screen beneath the Menu Bar) click the down arrow button. (If you don’t see the Options Bar, go to the Window Menu and select "Show Options".)

Decide whether you would like to draw the arrow head at the point where you finish drawing the arrow or where you start. Experiment with different line widths by changing the weight.

You can change the shape of the arrow head by changing concavity. This measurement is displayed by percentage and can range from -50% to 50%.

To change the color of the arrow, double click on the layer thumbnail in the layers palette.

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How to Moderate A Comment in Blogger

2010-12-20T11:29:00.000-08:00

One valuable feature of the blog format is that it allows readers to post comments. You get instant feedback and your readers can have a public conversation. Each time you write an article, readers can respond to what you have said and add their own thoughts. Be aware, however, that you will have to contend with some spam and other negative statements but by adhering to a few simple precautions, the benefits will far outweigh any annoyance.

Review Comments Before They Are Published

In order to retain control of the comments that posted on your blog, always review them before they are published. The most crucial setting to achieve this is Comment Moderation. You want your readers to have an open line of communication but you also want to ensure that the comments are appropriate and civil.

Let's check that your account is set up correctly. After you have logged into your blog account and see the dashboard, click on "Settings" then "Comments". Scroll down to "Comment Moderation" and select the radio button "Always". Whenever a comment is left, you will be notified by email that there is a comment awaiting moderation, so don't forget to include the email address where you would like that notification to be sent.

Now that we know that your account settings are correct, I'll show you how to moderate a comment.

Go back to the dashboard and select "Comments" and "Awaiting Moderation".

Any new comments will be displayed here. Read them all carefully. If the comment is legitimate, click the small square to the left of the comment and click on the orange "Publish" button. If you don't want it published, click the white box and then hit the blue "delete" button. Finally, if it looks like spam, click the white box and then hit the "Spam" button.

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How to Create a Starburst in InDesign

2010-12-17T08:37:00.000-08:00

1. Let's Get Started

a. Select the polygon tool in your tool bar.

b. Once the polygon tool is selected, double click the polygon tool icon in the toolbar. A dialog box will pop up.

2. Appearance

How you would like the starburst to look? How many points would you like it to have (number of sides) and how deep would you like the points to be (star inset)?

3. Border and Fill Colors

Select your swatches palette. What colors would you like to starburst to have? There are two squares in the upper left hand corner of the swatches palette. One solid (the color you choose for this square will determine the inside color of your starburst), the other hollow (the color you choose here will determine the border color). Toggle between these options by single clicking each square to select.

4. Drawing

Now it’s time to draw your starburst. Place your cursor, click and drag. If you want the burst to be symetrical, hold down the shift key as you drag.

5. Border Width and Style

Would you like to change the border width or style? Select Stroke from the window menu.

If you’re considering advertising on the radio, you need to learn how to read an Arbitron report.

2010-12-16T08:24:00.001-08:00

In our area Arbitron's syndicated radio ratings service collects data twice a year by selecting a random sample of the population and sending them a paper diary in which they record their daily listening habits for one week. After collection, the data is compiled and sold to radio stations and ad agencies. Most radio stations subscribe to the Arbitron reports and make the information available to potential advertisers upon request.

This information is exceptionally valuable in evaluating which radio station fits your demographic. Learning to read and analyze the information will come with time and experience. To get you started I’ve defined some of the most commonly used terms.

Average Quarter-Hour Persons (AQH Persons)

The average number of persons listening for at least five minutes during a 15-minute period.

Average Quarter-Hour Rating (AQH Rating)

[AQH Persons / Population] x 100 = AQH Rating (%)

Share

Of those listening to the radio, the percent who are listening to a particular station.

Cume Persons

The total number of different persons during the specified daypart for at least five minutes.

Cume Rating

[Cume Persons / Population] x 100 = Cume Rating (%)

Time Spent Listening (TSL)

An estimate of the number of quarter-hours the average person spends listening during a specified time period.

Report Finds Guests Focus on Prix Fixe Service Charges

2010-12-10T09:59:00.002-08:00

Is your restaurant considering offering a prix fixe menu during the holidays? Then you'll want to read the new study from the Cornell Center for Hospitality Research, "The Impact of Prix Fixe Menu Price Formats on Guests' Deal Perception" by Shuo Wang and Michael Lynn.
"What we wanted to know is whether restaurants offering a prix fixe menu should present their service charges as a separate amount or roll the charge into a single price," said Wang, a Ph.D. candidate at the Cornell School of Hotel Administration.
Based on their survey, Wang and Lynn determined that restaurant guests assume a 15-percent service charge. When the service charge was stated separately and it was over 15 percent, the respondents considered it bad value.

Download the report for free.

Roundup of 2010 Email Etiquette Tips

2010-12-10T09:59:00.000-08:00

Grammar, Spelling, Punctuation
Avoid sending email with errors. Read it aloud before sending, and use spell check. Is the tone friendly yet professional? Be polite.

Email Forwarding
Remove all email addresses, headers and commentary before forwarding. Never forward chain letters. If you must forward to more than one person, put your address in the TO: field, and others you are sending to in the BCC field.

Email Attachments
Don't just attach a file because it's convenient. First determine the file's size and format. Then check with the person to whom you are sending to make sure these are acceptable.

Colors and Type Faces
Keep emails professional, polite and to the point. Avoid background colors, changing type styles, sizes and colors, as this can make text difficult to read. Using all caps in email is perceived as shouting, as is the use of the color red.

Email Signatures
An email signature is a block of copy that identifies you and includes your contact information. By including your signature, you make it easier for you to be found quickly. Carefully consider whether or not to include images in your signature. These can take a long time to load.

Reply to All
If you are cc:ed on an e-mail and want to respond only to the sender, select the Reply (as opposed to Reply to All) so your response goes only to the original sender.

BCC
BCC, Blind Carbon Copy, is a way of addressing emails to multiple parties without displaying the addresses of everyone you're sending to. BCC protects private email addresses from being spread to strangers, it helps prevent spam and viruses, and it makes your emails easier to read because the message is cleaner.

Chain Letters
We've all received email chain letters - urgent alerts that warn us of computer viruses, money making opportunities, and often, cases of a dying child's last wish. Please, resist the urge to forward these letters. Report the email as spam and trash it.
· Email chain letters can be scams.
· They can contain viruses.
· They will clog up already overtaxed resources.

Email vs Phone
Email has its place, but there are those emails that contain more than one question or that require so much clarification that the the back and forth required would probably be handled quicker with a phone call. My friend Sandi Knakal once offered, "After three emails about the same subject, I just pick up the phone." It's good advice.

Word Attachments
Before attaching that Word document, ask yourself, "Is the information I am sending simply text? If the answer is "no", copy and paste the text into a plain text email.
1. Word docs are unnecessarily large for the information they contain.
2. Word docs are susceptible to a type of virus known as a "macro virus."
3. Word docs created with one version may not be readable by another.
4. Opening a Word attachment requires starting up the Word program.

Wait to Fill In the "TO" Field
Although the "TO" email address is the first field in your email program, fill it out last. Start instead by creating the subject line. Then write the content, reviewing it to ensure that it conveys what you intend. Then proofread it. Finally, when you're sure it's correct, fill in that TO field.

Trevellyan.biz offers on-site and remote computer services for PC and Mac in addition to graphic design, marketing and advertising. If you're interested in any of the services we offer, please call 518.392.0846 or email us.

Client Feature of the Month: Carolina House

2010-12-10T09:58:00.000-08:00

One of the things I like best about the work that I do is the variety. For one customer I may be do a market study, for another a publicity campaign, for another I may develop a website. Occasionally I get to perform all these services for the same business.

The Carolina House, located on Route 9 in Kinderhook, was purchased by Michael J. Liptak in 1988 and his three daughters grew up working in the restaurant. From busing tables, to bar-tending, to waiting on guests, they experienced the business from all angles. Shortly after Michael Liptak passed away in 2004, the restaurant was closed, but the friends the sisters made and their desire to keep their father's passion alive brought them back. In 2006 the three daughters reopened the restaurant and they have been running it successfully ever since.
I met Michele and Nikki in July of 2008. The sisters explained that the customers they had were frequent guests because loved the restaurant, the food and the staff. But the restaurant needed new customers, and this is how I could help.

1. Our first goal was to understand the public's perception of the restaurant. We developed a questionnaire that would be distributed to patrons with their checks and I conducted random face-to-face and phone interviews.
2. Our second goal was to understand the competition. This involved creating a chart of over 150 restaurants within 30 minutes, their style, ambience, hours, price range and a sampling of their menus.
3. Next I developed the brand. By defining the restaurant's story, creating a positioning statement with key supporting messages, and itemizing design specs we were able to achieve consistent message that was unique and compelling.
4. The last step of this project involved developing a 12-month public relations campaign.

In addition, I compiled valuable restaurant statistics and information such as which factors influence a customer's decision on where to to dine, what is the average amount of time that people are willing to travel for a meal, what influences a person's decision to eat out, and how effective are rewards programs at fine restaurants.

It was a thorough and extensive report and the results were powerful. Their strengths were confirmed, their weaknesses recognized, and opportunities identified.

After completing such an extensive study, I understood what made the restaurant special. When it came time to design the website, I was in the perfect position to create a site that accurately reflected their business. I knew who they were trying to reach and I understood what they were selling: good food, excellent service and a comfortable environment. Visit the website.

If your business or organization needs an objective analysis of your current situation, please give us a call at 518.392.0846 or send us an email.

Five Tips for Successful Networking

2010-12-10T09:56:00.000-08:00

When we build trust and relationships with others, work can become more enjoyable and profitable. It's not the number of contacts we make, but the quality of the impression we leave that's important.

1. Be genuine.
Don't be overly concerned about simply making contacts. Successful networking is about building relationships. Listen carefully, don't interrupt or exaggerate your own importance.

2. Take the initiative and approach others.
Ask open-ended questions, as opposed to those that can be answered with a simple yes or no. Asking questions in this way opens up the discussion and shows that you are sincerely interested. Listen carefully to the answers and discover shared interests and goals.

3. Become a resource for others.
One of the most effective ways to market your business and convince potential customers that you can help them is to provide information. Doing this instills confidence and shows that you care. Instead of concentrating on what you do, concentrate on how you can be of service. This approach will set you apart from your competitors in a real and visible way.

4. Have a clear understanding of what you do, and focus on the problems you solve.
You should be able to easily articulate what you do in about 8-10 seconds. Practice it aloud until it becomes fluid and natural. This short, concise description will be easier for listeners to remember.

5. Follow through on referrals.
A referral is like an endorsement. When you are given a referral, your actions will reflect on the person who gave it, so make the contact as soon as possible. Handling it professionally may result in more referrals.

How To Replace Header Image in WordPress.com Blog

2010-11-15T09:14:00.000-08:00

Currently there are 46 themes that allow customization of the header and do not require an upgrade to your account. Find the list here.

When you've decided which theme you would like to use, write down the width and height of the header image. If you want your new custom header to fit without being stretched or squished, you will need to create your header to that exact size.

To replace the header image, assuming you're already logged into your WordPress.com dashboard, click on "Appearance" then click on "Header." Choose your new image by clicking "Choose File" and navigating until you find your new image. Select "Choose" and then "Upload".

If you haven't created the heading to the exact size, you will have an opportunity to crop it from within this Custom Header page.

Visit your site and see how it looks.

End of Year Marketing Tip #1

2010-11-02T10:29:00.002-07:00

If your business is not retail, there's a good chance that activity will slow down during the holidays. You could put your feet up and relax, or you could begin developing your marketing strategy for 2011. I vote for the latter.

With 2010 still fresh in your mind, think carefully about what worked and didn't work for you this year. What marketing efforts should you discontinue and what strategy should you expand on? Formalize your objectives by writing them down. Are there organizations you've been meaning to contact? Did you want to start a mailing list? How about your website - does it need work?

How you plan to accomplish your objectives is as important as defining them, so follow through by making plans and setting deadlines. Get out your 2011 calendar and be specific. You are more likely to follow through on your plans if your goals are clearly stated and include deadlines.

Netiquette Tip of the Month: Wait to Fill In the "TO" Email Address

2010-11-02T10:29:00.000-07:00

We've all done it. We've all sent an email before we meant to. Whatever the reason, your incomplete (or worse) email is jettisoned off to its intended and there's no way to 'un-send' it.

 Ensure that this never happens to you again.
Although the "TO" email address is the first field in your email program, fill it out last. Start instead by creating the subject line. Then write the content, reviewing it to ensure that it conveys exactly what you intend. Then proofread it. Finally, when you're sure it's correct, fill in that TO address line.

 You'll find that by altering the order in which you compose your email you avoid the awkwardness that results from accidentally sending it before you finish. Also, by filling in the TO field last, you'll are forced to think carefully about the address you're entering, which will also help avoid sending your email to the wrong person.

Client Feature of the Month: New Lebanon Library

2010-11-02T10:28:00.000-07:00

My first project with New Lebanon Library was to design a fundraising brochure for their 2008 expansion and renovation project. The job included creating a new logo for the library containing the line "The Heart of New Lebanon."
The font I chose was Goudy Old Style, which has some interesting and unique characteristics, while being one of the most legible serif typefaces. The final design, which incorporates multiple cool colors, is clean and contemporary with a sense of history.
Content for the brochure included information about the library, about the renovations, phases and services. I was provided with photos of activities within the library, and I took the exterior photo. It was a quick project, less than three weeks start to finish. The result was an easy to understand tri-fold document that told a story and included a clear call to action. Best of all, the brochure achieved its goal and the library raised the needed funds to move forward with the expansion.
This past August, I was rehired by the New Lebanon Library to create their first annual report. The basic concept was simple: present information and supplied photos on a single 8.5 x 11 sheet of paper, double sided. I was sent a Word document, well organized and prioritized, along with photos of people participating in various activities within the library and an exterior photo of the building.
From the moment I started working with the materials, matching photos with content and breaking out pages, a different layout began to emerge. I'm always willing to complete a project following guidelines as conceived by the client, but I also consider it my responsibility to make recommendations for improvements as the project takes shape. In the end, the library board trusted me to follow my instincts and we ended up with product better than any of us had imagined.

The final report is 4.25" x 8.5", 12 pages, in full color. Each left-hand page features a photo of library patrons: kids using computers, teenagers reading, adults conversing, children at story hour. Opposite each photo is relevant information about the library: statistics about patrons, details about programming, finances and staff. It's a clear, concise snapshot of the organization today, and it can be used as a marketing tool to promote the library. Download the report.
If your business or organization needs help with brochure or annual report design, please give us a call at 518.392.0846 or send us an email.

Which Facebook Option is Right for You? A Page or A Group?

2010-11-02T10:25:00.000-07:00

Once you decide to create a Facebook presence for your business, it is important to understand your options. Making the most of your account requires a basic understanding of how Facebook works and the best place to start is at the beginning, with setup.

Facebook connects individuals, industry and obscure enthusiasts in a friendly, social atmosphere. At first glance it may appear that all three groups are on the same footing, but in fact they each have their own defined area. Individuals on Facebook have Profiles. Businesses, organizations and people with a common interest can have a Group or a Page.

This leads us to the next question, should your business be a Group or should you have Page? To help you make your decision, I'll review some of the major differences.

GROUPS
Groups are similar to clubs and are especially useful for discussing a single topic.
1. Groups can set join permissions so that they are either open to anyone, closed (where users must get administrator approval to join) or secret (invite only).
2. Group administrators manage the group, approve applicants or invite others to join.
3. When you post something as a group administrator, it appears to be coming from you and is attached to your personal profile. If you wish to be perceived as a formal corporation, this may not be appropriate. If you would prefer to convey a more personal, "mom and pop" image, this may work.
4. Groups are limited to 5000 people.

PAGES
Pages are best for businesses and organizations who wish to grow their customer base by building long-term relationships.
1. Pages can create content that comes from the Page itself, so that content doesn't have to be linked to you personally.
2. Because pages are indexed by external search engines, they are visible to unregistered people.
3. Facebook provides visitor statistics for Pages. You'll have access to general statistics about the people that have visited your page, including number of visitors and the cities they visited from. (This is not true for a group.)
4. A Facebook page has a unique URL that you can refer people to.

If you would like help setting up your Facebook group or page, give us a call at 518.392.0846 or email us.

How to Convert Word Files to .txt

2010-11-02T10:23:00.001-07:00

Perhaps you'd like to reduce the number of attachments you send with your email but you're not sure how. Below are step-by-step instructions explaining how to convert a Word document to a text file.

1. Open your Word document.

2. From the "File" pull down menu select at the top of your screen select "Save As." A new window will pop open.

3. From the "Save As Type" pull down at the bottom of the new window (just under File Name), select "Plain Text", (You may have to use the scroll bar.)

4. Now click "Save."

And if you're still not quite getting it, give us a call and we'll gladly walk you through it.

Netiquette Tip of the Month: Avoid Sending Word Attachments

2010-11-02T10:22:00.002-07:00

Let's say you've created a Word document and you want to send a copy to your coworker. Common practice is to compose a new email and simply attach the word document to it. But proper email etiquette suggests that you ask yourself, "Does the layout of this document matter?"

Casually attaching Word documents to your emails can cause problems for the receiver:
1. Word documents are unnecessarily large for the information they contain. Compare the size of a word documents with a plain text email containing the same information and you'll find that the Word document is much larger.
2. Word documents are susceptible to a type of virus known as a "macro virus." It's harder for this type of virus to spread if you don't email Word documents. Plain text emails cannot contain viruses.
3. Opening a Word attachment requires starting up the Word program. For slower machines this will affect performance.
4. Word documents created with one version may not be readable by another, forcing others to upgrade or leaving them unable to open the attachment.

Before attaching that Word document, please ask yourself, "Is the information I am sending simply text? Does the layout really matter? Does the receiver need to review color, column width, font size or images? If the answer is no, copy and paste the text into a plain text email.

Client Feature of the Month: Wallguard.com

2010-11-02T10:22:00.000-07:00

December 2009 we were asked to meet with the folks at Wallguard.com to discuss catalog redesign for their wall and door impact protection products. Not sure what an impact protection product is? Never heard of a wall guard?

Picture yourself walking down the hallway of an assisted living facility. See the wide chair rail-style panel on the wall? That's a wall guard. Now picture yourself in a hospital room. See the vinyl protecting the wall from the bed? That's a wallguard too.

Wallguard.com is located in Dover Plains and their manufacturing facility is in Wassaic, NY. They provide corner guards, handrails, wall guards, wall coverings and door protection directly to facility managers, contractors, building owners, designers and architects.

After reviewing the previous catalog, Trevellyan.biz offered several suggestions to make the new catalog design more effective.

1. Having the reader place an order is the ultimate goal. Our first step to achieving this is will be with a compelling front cover. The artwork should be bold and connect to the reader personally. The publication date should be prominent to reduce the chances that a customer will place an order using old material.

2. Wallguard.com has made it simple to inquire about products, request quotations and place orders. Since ease of ordering is their main competitive edge, we will emphasize this throughout the new catalog.

3. The inside front cover should include table of contents, promotional text and pictures. This page will be the transition, the supporting information that carries the reader into the catalog.

4. To help users find the items they need, we will put important items on the outside edges of the page. The most common items will be placed in the most prominent positions to be found quickly.

5. We recommend that the five top sellers occupy more space than less important items. A simple table-style layout may be easier to create, but isn't necessarily what users finds most helpful or what sells best.

6. Add a photo of the manufacturing facility. This will support the buy direct theme and emphasizes that the products are made in the USA.

7. Add an order form that is easy to use and useful for fulfilling, shipping and tracking the order.

8. Include testimonials and photographs from some of your most satisfied customers. Add lifestyle shots for variety and to convey mood.

The original catalog was eight pages and included less than 100 products. The new catalog became sixteen pages and includes more than 400 items. Sales Manager Rose Davis and I worked tirelessly revising the product line, matching photos to product, organizing and reorganizing. It was an interesting project that required flexibility, patience and excellent record-keeping.

If you need a new catalog for your business, please call us. 518.392.0846.

Developing Your Own Customer Comment CardS

2010-11-02T10:21:00.001-07:00

A carefully developed comment card allows your customers to give honest and valuable feedback that can provide information critical to your business. Knowing early what problems are occurring will allow you to react in a timely manner, reducing the damage and keeping your customers from going elsewhere. While you will receive some criticism, you'll be pleasantly surprised at the positive feedback, too.

There are three primary considerations when developing your card.
1. What is the purpose?
Begin by making a list of questions that are short, to the point, and can be answered by rating on a scale with clearly stated values. If you use a scale of 1 to 5, is 1 high or low? Include a blank area where customers can add their own comments. They may mention things you haven't even considered.

While less than 1% of comment cards are typically returned, a form that is simple to understand and easy to fill out will be returned with higher frequency and will produce more accurate results. Comment cards should take no longer than five minutes to complete.
2. How will the cards be distributed?
The size of the card should be determined by your planned distribution method. Will the cards be stacked on the checkout counter, inserted in a restaurant billfold, placed on the customers' car seat? The size of the card will also determine the number of questions you can ask. Don't shrink the type so you can squeeze in more questions. The questions must be large enough to be easy to read.
3. How will the collected information be compiled?
Before distributing the cards, determine who will be responsible for compiling the data. Customers will expect their concerns to be addressed, so ask if they would like to be contacted regarding their comments.

It is easy to fall into the trap of simply reading the results as they come in but this is a poor way to track results. The biggest benefit can come from seeing an analysis of the answers.

Is It Time To Redesign Your Website?

2010-11-02T10:20:00.001-07:00

Getting your current website up and running probably took a fair amount of time and energy. Is it meeting your expectations? Is it generating interest and converting users into customers? How does it compare with your competitors' sites? Even if the information on your site hasn't changed much, it could be time for a redesign.

There are many reasons to consider having your site redesigned: 1. First impressions
Your website is the public face of your organization and may be your visitor's first impression of your business. You want visitors to see you as thoughtful and attentive, interesting and current. A good website with a fresh design and current content will do that, while a dated and neglected website can cost you customers.
2. Things Do Get Better
The way websites are built and how they work has changed significantly. New technologies have tighter security, enhanced performance, more interesting graphics and better user experiences.
3. Slow Isn't Fast Enough
Internet users are impatient. Yesterday we might sit and wait for a page to download. Today, if your pages don't load quickly your visitors will go elsewhere, slamming the door behind them.
4. The Rules Have Changed
Crawler-based search engines determine relevancy by following a set of rules, known as an algorithm. The rules have changed dramatically in the last five years. An upgrade that accounts for these new rules can improve your search engine rankings and your conversion rate.
5. Users Expectations Change
The way users navigate, read and interact with your site changes. Today they expect navigation to be found in a place they may not have expected before. They scan instead of reading and disregard anything that looks like advertising. It's important to be aware of web trends and keep up with them.
6. Small Changes Don't Register
Visitors may not even notice small content updates. You need to do more than change "five years in business" to "six years in business" on the homepage to make an impression.
7. ADA and Web Standards
An estimated 48.9 million people in the United States have a disability, that's nearly one out of five. The 1990 Americans with Disabilities Act prohibits discrimination on the basis of disability in employment, programs and services, goods and services, and in commercial facilities. The ADA also applies to the cyberspace world. Web sites which are accessible to many of us may be impossible to access for people with disabilities. But ADA compliance shouldn't be the only reason to make your site fully accessible. Universal design is good for everyone.

If you think it may be time for a site redesign, give us a call. 518.392.0846

Yellow Pages Advertising

2010-10-27T11:21:00.000-07:00

Working on your Yellow Pages contract? There are a few abbreviations you'll need to know.

SRL - Free listing
SL - semi-bold listing
IL - internet line listing

How to Calculate Image Size to Increase DPI

2010-10-14T06:24:00.000-07:00

I am often sent images at 72 DPI from customers who have hired me to design a print product but the printer requires all images be at least 300 dpi. It is possible to increase the dpi of an image but that same image will be reduced in size by the same percentage.

Take this image for example.

It is 5" high, 72 dpi.

To increase the dots per inch:

1. Take the height of the image: 5"

2. Multiply by the current number of dots per inch: 72

3. Divide by the number of dots per inch that you need the image to be: 300

Final calculation:
5 x 72 / 300 = 1.2

Converting this 5" image at 72 to a 300 dpi image will result in an image that is 1.2" high.

Netiquette Tip of the Month: Email vs Phone

2010-09-15T13:31:00.000-07:00

We receive emails from customers, clients and co-workers everyday soliciting advice or requesting information. Sometimes the email is concise, a clearly stated question that is simple and to the point. Other questions need clarification. My friend Sandi Knakal once offered, "After three emails about the same subject, I just pick up the phone." I've taken that suggestion to heart and I can tell you, it's good advice.

Email has its place: You can send questions and reply with answers when it's convenient for you, without having to fit it into someone else's schedule; today's email programs allow you to save old conversations so you can refer back to the email at any time; and with email there is less chit-chatting, so the conversation can be more direct.

But there are those emails that contain more than one question or that require so much clarification that the the back and forth required would probably be handled quicker with a phone call. If someone sends me an email question, I try to answer in that form, assuming this is their preferred method of communication. But I stick with Sandi's Three Strikes rule. When I start to feel frustrated by the limitations of typing, or when I've hit that "reply button" more than twice, I pick up the phone.

Finally, respond to all the questions that were posed in the email, or explain why you're skipping some. Ignoring a question will not make it go away and will likely result in additional email, requiring even more of your time.

Client Feature of the Month: Foofsique

2010-09-15T13:30:00.000-07:00

February 2008 I received a call from Foofsique Quilting Emporium, a quilting store that had recently relocated from Main Street, Chatham to just outside the village on Route 295. Their current website was homemade, so to speak, and with the recent relocation and expansion, they wanted to improve their image with a more professional website.

This is not uncommon. Small businesses often venture online in a small way, just getting their toes wet, buying a templated site or getting their friend's teenager to build something. The business sees that people are paying attention to their online presence and decides to take the next step, jumping in with both feet.

We started by reviewing the content of the current website. What should we keep and what would we add? What ongoing events did we want to promote? What features would we need? By meeting and discussing past experiences and future plans, we came up with three priorities: online calendar, gallery of projects and blog.
1. Online Calendar
Foofsique wanted a page on their site that looked like a calendar and allowed them to list their class schedule and special events. The calendar had to be easily editable by a non-web-savvy user and should allow for frequent changes. After much research, Google Calendars became the obvious choice. It is a free service that is accessed through the Google dashboard and is embedded into a page on Foofsique's website. See Foofsique's calendar in action.
2. Gallery
In Foofsique's shop you're surrounded by fabulous colors and textures. There's a floor to ceiling display of fabrics and patterns, books and bags, samples and sewing machines. We wanted to take that experience and put it online and we were able to do that with an extensive portfolio. Twice a year Foofsique invites me to visit their store with my camera and we spend the morning photographing their new products and projects.
3. Blog
The most common website concern seems to be "how will it be maintained?" A custom website is the most flexible option because it is designed for you from the ground up, based on your business' needs. Making changes to a custom site requires either extensive html knowledge or integration of a content management system. Predesigned templates and blogs are options that offer a simpler system for maintaining a site, but you give up significant design customization. Foofsique wanted a custom website but they also wanted to be able to add new content on a regular basis. By utilizing the free WordPress blogging service, Foofsique is able to add news about new products, events, and other developments. They can add pictures, link to other websites, and visitors are invited to comment as well. Visit their blog.

If you've ever considered learning to quilt, I highly recommend a visit to Foofsique. Beginners and experienced quilters alike will find a warm and welcoming group of people who are doing what they love. And if you're ready to upgrade your website, I hope you'll give us a call. We love what we do too. 518.392.0846.

How to Use Business Reply Mail and Customer Comment Cards

2010-09-15T13:29:00.001-07:00

Most unsatisfied customers never complain. It's easier to just move on - to your competitor. So how can you really know what your customers think? Ask!

To make it easy for your customers to answer your questions honestly, provide a self-addressed, postage paid comment card. Customers can answer your questions privately and then drop it in any mailbox and the card will be returned to you. Studies done using Business Reply Mail consistently have higher response rates than those requiring respondents to affix a stamp.
But how does this service work?
Business Reply Mail (BRM), offered by the US Postal Service, allows your customers to return by mail your preprinted card at no cost to them. The business pays the postage and a per piece fee only for the pieces returned. For instance, if 10,000 pieces are sent out, and there is a 1% response rate, then postage will be due for only the 100 pieces that were mailed back.
There are two types of BRM: Business and High Volume.
Basic BRM is suitable if fewer than 890 returned pieces are expected in one year, while High Volume BRM is suggested if more than 890 responses a year are expected. Both require that you open a post office account and purchase a permit.

To obtain a BRM permit, visit your local Post Office or give us a call and we'll handle it for you. 518.392.0846

Backup Basics

2010-09-15T13:28:00.002-07:00

If you store information on a computer, you need backups. All electronic data is at some risk of loss or destruction, whether through equipment failure, user error, malicious intent or natural disaster. The question is not, "Do I need a backup?" but, "What type of backup do I need?" Thinking about the questions below can help you to answer this question.
What Should I Backup?
Any data you can't bear to risk losing must be backed up. For a business this might include all your customer and financial records. For a home user it might mean hundreds of digital photos of your grandchildren. Think about all the information you have stored on any computer. For each item that you'd hate to lose, can it be easily recreated or obtained from another source? If not, then it must be backed up.
When Should I Backup?
How often does the information you're backing up change? How much work can you stand to lose? Would your business (and your sanity) survive if you had to restore from last week's backup and spend another week filling in the gaps? If so, weekly backups at the end of your busiest day might be sufficient. If not, you might need daily or hourly backups.
How Should I Backup?
The ideal answer is, "Automatically". The elements most likely to break any backup strategy are human error and inertia. Modern backup software can run continuously in the background, detecting changes to files as they happen and making backups according to a schedule of your choosing. If automatic backup isn't an option, partial automation is the next best thing. If you can double-click an icon on your desktop to run a backup every day, you're more likely to do so than if you have to navigate through menus and options every time.
Where Should I Backup?
Making a copy of a file on the same hard drive doesn't count! Equipment failure will destroy your backup along with your original. If you're serious about protecting your data, you need both onsite and offsite backups.

Onsite
Onsite backups provide immediate access to old versions of files and copies of accidentally deleted files. They can also get you up and running again within minutes of a hard drive failure. Additional internal or external hard drives represent a highly effective and affordable solution for onsite backups.
Offsite
Offsite backups protect you against less likely but more catastrophic events that result in physical loss or destruction of both your live data and your onsite backups. Portable hard drives can work well, but you have to remember to exchange the offsite copies. If you have a high speed internet connection, online backups are a great alternative, and if your backup set is small enough they can even be free.

What Now?
Call us today at 518.392.0846 to discuss your backup needs. We'll work with you to understand your requirements so we can recommend and implement a suitable backup strategy for you.

Video Slideshow Service

2010-09-15T13:28:00.000-07:00

Have you considered having a video slideshow created for your business? There are many of ways you can use it. Display it in your store window and watch the foot traffic past your door stop to look. At trade shows, conferences and expos it's like having another sales person at your table. You can even use it on your website.

We take your photos - they can be product samples, construction projects, design portfolios - and create a dvd slidehow that you can play on your computer.

There are even personal ways you can use a slideshow. Collect family photos for an wedding, birthday or anniversary video album. We can even add music.

Give us a call if you'd like to learn more about our video slideshow service. 518.392.0846

Netiquette Tip of the Month: Why You Should Never Forward Chain Letters

2010-09-15T13:27:00.000-07:00

We've all received email chain letters - urgent alerts that warn us of computer viruses, money making opportunities, and often, cases of a dying child's last wish. Please, resist the urge to forward these letters. Report the email as spam and trash it.

While you may realize that email chain letters are a nuisance, you may not be aware of the dangers. After a few generations of adding names and forwarding, many of these letters contain hundreds of valid addresses. Spammers harvest these address and those whose names are part of the forwarding list now find themselves receiving even more unwanted spam email.

There are many other reasons you are better off trashing any email chain letter you receive:
· Email chain letters can be scams.
· They can contain viruses.
· They will clog up already overtaxed resources.
Did you know?
· Make-A-Wish does not participate in email chain letters.
· Adding your name to an email petition has no validity because the signatures cannot be verified.
· Emails requesting money are illegal.
· Propagating chain letters is prohibited by most internet providers. Forward an email chain letter and you could lose your account.

However, if you receive a chain email letter from someone you trust, and you feel compelled to forward it, at least verify that the email is valid first. There are a number of websites you can visit to find common hoax letters. Visit these sites and you are bound to see email scams that you recognize.
Some of these include:
http://snopes.com
http://www.urbanlegends.com
http://www.ulrc.com.au
http://www.ou.edu/oupd/ichain.htm

Break the chain. Say no to chain letters.

Client Feature of the Month: ColumbiaPlanningGuide.com

2010-09-15T13:26:00.000-07:00

Wednesday, June 23 a press conference was held at Mario's True Value in Valatie to announce the launch of ColumbiaPlanningGuide.com. This website, designed and developed by us, was a joint project of The Columbia County Chamber of Commerce, Columbia County Planning, and Columbia Hudson Partnership.

The aim of ColumbiaPlanningGuide.com is to assist applicants in navigating the site planning process in Columbia County, New York. The site offers users information about how planning and zoning boards operate, requirements of a submission package, and how long the process can take. Contact information, meeting schedules, forms and applications are also provided.

Strategy meetings for the project began in early 2009. What was the website's purpose? Who would it serve? What information would be included? How would we collect that information and who would update the site?

Once all the data was collected, we began to organize the information by trying to think like a typical applicant who is unfamiliar with the process. We developed a site structure using short descriptive navigational names and chose a natural color scheme of earthy brown and blueprint blue.

The site features a handful of interesting gadgets. The homepage is dynamic, highlighting a different business profile each time the page is loaded. Each article, written by Taitia Shelow, promotes a successful local businesses. Another area, also on the homepage, is set aside for upcoming events and announcements.

Inside the site, pages are created printer-friendly, without ads and unnecessary art, to make the printout compact and easy to read. Display ads with website links on selected pages feature local businesses who financially supported the building of the website.

The highlight of ColumbiaPlanningGuide.com is the Application Forms/Planning and Zoning Officials Area. This section is database driven, which means that information is taken from a database and inserted into the page each time it is loaded. This makes maintaining the website easier, while preserving the design integrity of the page.

If you know anyone who is considering starting, relocating or expanding a business in Columbia County, recommend that they visit ColumbiaPlanningGuide.com. They'll find an easy to navigate, intuitive tool that helps them to understand the site planning process.

Free and Low Cost High Quality Image Sources

2010-09-15T13:25:00.000-07:00

There are thousands of websites offering art for free and for purchase. Our favorites are listed below:
Bigstock Photo
Start an account for free. Charge up your account with credit packages starting at $15. (Credits cost 90¢-$3 depending on the size of the package you purchase.) Image downloads start at 1 credit.
iStockPhoto
High quality photos, illustrations, sound clips, Flash, and much more. Photos start at $1 but generally cost around $5-10 depending on resolution.
Morguefile.om
Free stock photos. You can adapt the work, use it for commercial purposes, or use it without attributing the original author. You can not sell, license, sublicense, rent, transfer or distribute this image exactly as it is without alteration. You may not claim ownership of this image in its original state.

What You Need To Know About Stock Images

2010-09-15T13:24:00.000-07:00

Love it or hate it, stock art is here to stay. If you ever use this source of artwork, then there are three concepts you are sure to encounter. Whether you're looking for illustrations, photos, audio, video or Flash files, you'll want to familiarize yourself with them to ensure that you make the right decision for your needs.
Royalty-Free
Purchasing a royalty-free image generally means that you are free to use it in perpetuity without paying additional royalty charges above the purchase price. Keep in mind, however, that in this scenario, the licensor retains all copyright to the content. Some licensors allow reselling of items that include that content, such as a calendar, and others do not, so research terms and conditions before you purchase any image. The biggest drawback of using a Royalty-Free Image is you won't know where else it has been used or even if it is currently being used.
Rights-Managed
Rights-Managed Images typically allow the buyer to use the content in only very specific ways. Restrictions can be placed on these images such as period of time used, number of pieces printed, geographic region, industry, and publication size.
Copyright
Because electronic images are so accessible, you may be tempted to use any image you see. However, images often are protected by copyrights, and you need permission before you can use them. If you use copyright-protected images within your document, you must cite the source for each image.

Defining Link Styles Within Multiple Divs

2010-08-05T11:59:00.002-07:00

Sometimes it’s simplest to define a link style by specifying that style for an entire div within. Then, anytime you create a link within that div, it automatically conforms to the style you set up.

For example:

#container a:link { }

#container a:visited { }

#container a:hover { }

#container a:active { }

If the same style is to be used within multiple divs, you can save some time by combining the code:

For example:

#container a:link, #navig a:link, #footer a:link { }

#container a:visited, #navig a:visited, #footer a:visited { }

#container a:hover, #navig a:hover, #footer a:hover { }

#container a:active, #navig a:active, #footer a:active { }

Create More Than One Link Style Using CSS

2010-08-05T11:59:00.000-07:00

As a general rule, it is easiest for the user to get acclimated to your site when all links look the same - same color, same size, underlined (or not underline), same weight, same style. However, there will be times when your design calls for the main navigation and your footer navs (for example) to be on different color backgrounds. The color you select for one may not work for the other.

In this scenario you will need to set up more than one link style to use throughout your document.

Here’s how:

Think about the design of your site and determine which navigation style will be the main style. (Which style will be the one you use most often? Which areas of content are most likely to change?)

Once you’ve determined which style will be the main style, define that style using the basic a: link, a:visited, a:hover, a:active definitions.

To create the second style, follow this format:

a.newstylenamehere:link { }

a.newstylenamehere:visited { }

a.newstylenamehere:hover { }

a.newstylenamehere:active { }

Obviously, replace newstylenamehere with a name that means something to you. (ex: a.footer:link, a.footer:visited, a.footer:hover, a:footer:active

And define the link style within the brackets. { }

Set up your footer links and style them by selecting the new name (in my example “footer”) from the style menu in the properties bar.

Sell Gift Certificates Online

2010-08-04T09:34:00.000-07:00

Interested in selling gift certificates online? We've researched a number of options and have found BoomTime to be the most cost effective.
Here's how it works:
When a customer purchases a gift certificate from your website, BoomTime stores that customer's credit card information securely for you. You are sent an email letting you know that you have a sale so that you can login to your BoomTime account and retrieve the credit card information. You then run the charge as a manual transaction through your credit card processing system, similar to a phone order. Your customer prints or emails their Instant Gift Certificate themselves, right away. Fees are calculated at the end of each month and your credit card is billed 5% of online sales for commissions.

There are no minimum fees, no service fees. You can cancel at any time and there is no cancellation fee.
See the demo.

Client Feature of the Month: Valentine and Curio

2010-08-04T09:32:00.000-07:00

I first met with David Rubel and Kenneth Young in early 2009. They were interested in starting a new business and needed someone with graphic- and web-design experience to help get it off the ground. Their company, Valentine and Curio, would be aimed at high income, second-home owners. How their materials looked and how the site functioned would be crucial to the success of the business.

The Youngs and the Rubels moved from New York City to raise their children in Columbia County. David and Julia Rubel moved their book production company, Agincourt Press, to Main Street in Chatham, and Kenneth Young Design Services, a home and interior design company, took the office upstairs.

During the next dozen years, the couples exchanged information. Who was the best mason? Where were the best local blueberries? Did anyone know a reliable babysitter? Eventually, it occurred to them that others, especially second-home owners, might benefit from the knowledge and connections they had accumulated. The result is Valentine & Curio.

There are three parts to the business:
House Doctor - Home Management
Welcome Home - Meal and Food Delivery
McGregor's Garden - Vegetable Gardening

Both David and Kenneth had a strong sense of what they wanted and everything that was created was a collaboration. We spent over a year
creating and revising the logo, business cards, letterhead, envelopes, brochure, and postcard. The all-important website had to be clean and simple to use and would need to have the dual function of clearly explaining services to nonmembers as well as function as an order center for members.

This was a new venture for everyone involved and there were many design changes made along the way, both in appearance and function. Pleasing two families and the designer was challenging and the result is better than any of us could have accomplished on our own. Last month we launched the new website and the business is now up and running.

If you know second-home owners who might be interested in this service, I hope you will send them to the Valentine and Curio website. And if you need any graphic design or web design services, I hope you will consider calling Trevellyan.biz. 518.392.0846

What Kind of Website Fits Your Needs?

2010-08-04T09:30:00.000-07:00

Trevellyan.biz offers three ways to build a website, each with its own pros and cons. The one you choose will depend on your needs.

1. Blog
A blog is a website maintained by an individual who makes regular entries. It is the least expensive and least customizable option we offer. If your needs are simple and your budget extremely limited, this may be an option for you. There is no monthly hosting fee and if you have solid basic computer skills, you will be able to maintain it yourself.

2. Fully Hosted, Completely Managed, Templated Environment
The second way we offer to build a website is through the use of a fully hosted, completely managed templated environment. While the initial design of this website is created by choosing a base template style, the templates can be somewhat customized to make them more unique.

If your website will require frequent and significant changes, and you have time to devote to website maintenance, then you may consider this option.

Once we have designed and completed the website, you will be able to add and delete pages, change navigation links, change photos and text on every page. You must have solid computer skills, but do not need to know html.

3. HTML Based, CSS-Styled Custom Website
A custom website is built from the ground up just for you. It offers the greatest flexibility and customization, as page layout and navigation are designed to fit your specific needs.

Your online presence, just like your marketing materials and office space, should project a professional image. The more professional your business appears, the more credible it looks.

Changes to a custom website are made in one of two ways.

A. The designer makes changes
Having someone experienced maintain your site can be the difference between a site working or a site being down. A web site that is not maintained properly becomes stale and users can lose interest. When we make the changes, the site is tested after every edit and a full backup copy is always available, so no time or information is lost.

B. The client can make changes
If you do not intend to learn how to code a website, then you need content management software to be incorporated into a custom web design. The CMS software we use is Adobe Contribute, which was designed to help users maintain their sites using a simple interface which ensures that the site's appearance stays intact.

* Powerful Analytic Tools
Regardless of which option you choose, all websites that Trevellyan.biz creates come with powerful analytic tools. These tools will allow you to track who is visiting your website, what pages they view, and how long they stay. You will also learn where they are coming from and what keywords they are using.

How to Specify A CSS Link Style within a Div

2010-06-30T12:26:00.001-07:00

Let’s say you’ve designed your site to have a white background and all your links are styled to be small, Georgia, black and underlined.

a:link {
font-family: Georgia, "Times New Roman", Times, serif;
font-size: small;
color: black;
text-decoration: underline;
}

But you want your navigation (#nav) to have medium white lettering without an underline. How do you do that? Simple. In your style sheet, make a link style specific to that div.

#nav a:link {
font-family: Georgia, "Times New Roman", Times, serif;
font-size: medium;
color:white;
text-decoration: none;
}

Netiquette Tip of the Month: Reply To All

2010-06-04T09:30:00.000-07:00

Email communications are important. When you deal professionally with email, you and your company will have an important competitive edge. Additionally, by educating employees, you protect your company from awkward liability issues.

Reply To All

If you are cc:ed on an e-mail and want to respond only to the sender, it isn't necessary to Reply To All. If you do, then every one of the recipients will receive your e-mail. It may be more appropriate to simply press the Reply button so your response goes only to the original sender.

Ten Questions To Ask Your Prospective Web Designer

2010-06-04T09:29:00.000-07:00

Are you thinking of hiring someone to create or update a website? Here are a few questions to ask to help determine who is qualified and who would be a good fit for you.

1. Do you use CSS for layout?

CSS is the industry standard for web design. It produces cleaner code, results in a more flexible design, loads faster, and has increased search engine visibility. If your designer uses tables for design, they may not be as up-to-date on current web standards.

2. Do you use pre-purchased templates?

Good templates are a decent off-the-shelf economy solution, but you should know what you're getting. Custom websites are built from scratch for your purpose and to your taste.

3. How long have you been in the business of building websites?

Hire someone with the necessary skills and experience to carry out the job to the highest standards. If you want to sell products or service, they should have sufficient knowledge on creating an e-commerce site.

4. How many people will I have to deal with?

You should expect to have one point of contact throughout the process to avoid unnecessary communication problems.

5. What do you offer for tracking and analysis?

Wouldn't you like to know how many different users are visiting your site? Good statistical information tells you what pages are viewed most, how long users stay on a page, and if users are being redirected from another site or if they come to you directly.

6. Can you show me your portfolio?

Get a sense of a designer's style by viewing past projects. While a good designer will be able to tailor the look of the site to your own personality, you can get a general sense of what they find appealing.

7. What is the arrangement for providing ongoing support/maintenance after the site is launched?

Updates are an important part of creating a site that users will return to. Who will make the changes, how quickly will they be made, and what charges are involved?

8. How soon until you can get started?

9. How many other projects will you be working on?

If your project is urgent, you'll want to know how much attention it will get.

10. Can you provide references?

By speaking to a designer's previous clients you'll get a better idea of how they work and what you're getting into.

Netiquette Tip of the Month: Email Signatures

2010-06-04T09:27:00.000-07:00

Email communications are important. When you deal professionally with email, you and your company will have an important competitive edge. Additionally, by educating employees, you may protect your company from awkward liability issues.

Email Signatures

An email signature is a short block of copy that identifies you and includes your contact information. Most email programs allow you to set up one or more signatures to choose from, or to select a default signature that will automatically appear at the bottom of every email you send.

Usually used for business, signatures can be a great time-saver if you use them appropriately. Include your signature in all your emails so your contact information can be found quickly and easily.

Another tip: carefully consider whether or not to include images and logos in your signature. These can take a long time to load and are often deleted by spam filters which can result in your address not getting your email at all.

How to Start An Email List from Scratch

2010-06-04T09:26:00.000-07:00

While every business needs to continually gain new customers, maintaining a relationship with old customers is equally vital. A well-maintained list of current customers who have specifically requested to be contacted can be invaluable. Without this list, you're leaving money on the table.

Starting An Email List from Scratch

Define The Purpose of Your List

When asking customers to join your mailing list, it is important to let them know what they are signing up for. How often will you mail them? What will the mail contain? Will you be sending coupons, event announcements, private sale invitations?

Select A Mailing List Manager

There are limits to what your email client will allow. Some automatically shut down your account if you exceed the number of emails that they allow during a certain time period. Others have a limit on the number of addresses you can send to at one time. A mailing list manager allows you to send unlimited emails without compromising your email account, makes adding and deleting names simple, saves time, and makes you look more professional. Some of the more popular managers include Constant Contact, and Dada Mail.

Set Your Privacy Policy

When someone gives you permission to email them, they are not giving you permission to share that information with anyone else. An email address is personal information and must never be shared with any other person, business or organization, no matter the cause.

How To Start Collecting Addresses

• Place a newsletter signup form on your website.

• Place a link in your email signature.

• Add a link to the signup form on all invoices

• In your contact us page, add a checkbox to sign up for your newsletter

• Add an opt-in for your newsletter checkbox on your ecommerce checkout page

• Send out personal one-to-one emails to current contacts asking them to signup for your newsletter

13 Tips for Optimizing Your LinkedIn Profile

2010-06-04T09:24:00.000-07:00

1. Include a Personal Photo

There are fake profiles on LinkedIn, so you want to show that you are real. Logos or pet photos are not worthy alternatives to a photo of you.

2. Brand Your Headline

See that space underneath your name? That is your Profile Headline. It will appear in search results next to your name, as well as next to any questions you ask or answer. Don't just put your title and company name here.

3. Keep Your "What Are You Working On" Box Current

Due to the proximity to your name and profile headline, what you write here is likely to be read. Also, your contacts may get a regular email with a summary of status updates of their contacts. When you change your status, your update will be included in that email. It's a great way to stay top of mind with your clients.

4. List Enough Companies Worked At And Schools Attended

One of the ways you are found on LinkedIn is through searches on company names or schools. If you are only listing your current company, you are missing out.

5. Write At Least Three LinkedIn Recommendations

You need to do this in order to get your LinkedIn Profile to 100% Completion. And LinkedIn says you're 40 times more likely to turn up in a search if your profile is complete.

6. Seek Meaningful Recommendations from Colleagues and Friends

Don't be afraid to ask for a recommendation, and don't forget to say thank you when you receive one.

7. Make Connections

The more connections you have the more search results you will appear in. Browse connections for people you know.

8. Use The Three Website Links You Are Allowed

Link to your Twitter profile, Facebook, MySpace, your company website, the civic organization where you serve - anything that you want to be associated with. And you will be adding to the search engine optimization of your own website by listing it here!

9. Claim Your Personal URL

When you sign up to LinkedIn you are provided a public URL which you can include on your email signature or anywhere else you'd like to direct people to your LinkedIn Profile. You can customize this URL when you edit your profile.

10. Brand Your Summary with Keywords

As with the Executive Summary of your resume, use keywords that you want to be associated with.

11. Give Descriptions for Each Job Listed

Job titles don't necessarily describe what your responsibilities were. Job descriptions add keywords to your profile that will help you to be found.

12.Join Applicable Groups

There are three main benefits to joining a group.

1. Engage in professional discussions.

2. Easily contact group members

3. LinkedIn groups offers a jobs section, which is separate from the jobs listed on the LinkedIn job board. Jobs can be posted for free in groups. (Keep in mind that although group members will not be able to see your email address unless you have already made a direct connection, everyone within the group may contact you directly via LinkedIn.)

13. Make Sure People Learn About You, Not Just Your Job History

LinkedIn is not a resume. It's a tool for personal branding. People want to know about you, not just what you do but what makes you tick, what your interests are, and what you're passionate about. Keep it professional, of course.

Four Tips For Computer Security

2010-04-13T09:04:00.001-07:00

1. Keep your computer current with the latest software updates

2. Use an up-to-date security package with real-time protection.

3. Use a network firewall

4. Apply common sense online. Don't download anything from anyone you don't know and trust.

If your organization might benefit from a one-hour Security Basics presentation by Robert Trevellyan, please call us at 518.392.0846.

Netiquette Tip of the Month: Use of Colors and Type Faces

2010-04-13T09:03:00.000-07:00

Colors and Type Faces

What constitutes proper email communication in the workplace? While email is quick and easy, basic rules of etiquette still need to be observed. Keep emails professional, polite and to the point and resist the temptation to turn your emails into art projects.

Avoid background colors, changing type styles, sizes and colors. This type of formatting makes the text difficult to read, looks unprofessional and can result in the reader misunderstanding your message.

Using all caps in email is perceived as shouting, as is the use of the color red. Communicate simply with words rather than relying on bolding, size, caps or colors. More times than not the formatting will over emphasize your emphasis!

Present your best self in on-line communication and ensure that your message is clear and not misunderstood.

Stay in Touch - Create A Database of Your Customers

2010-04-13T09:02:00.000-07:00

The key to any successful business is a steady customer base. A typical business earns 80% of its revenue from 20% of its customers, but it's easy to neglect loyal patrons in pursuit of new business. Don't make this mistake. Reach out to your current customers and they are likely to shop more frequently and could become your best sales tool.

Creating a database and using it to stay in touch with your customers serves two purposes:

1. It reminds your most loyal customers why they like you.

2. It gives less frequent visitors a reason to return. It might be the difference between a return visit and a lost customer.

Collect email addresses. As part of the relationship process, ask customers for their email address. As long as you have their permission and avoid overuse, E-mail can be a powerful and inexpensive marketing tool.

Contact them on a regular basis. Keep your name, phone number, and service on their mind. Consider sending birthday cards, seasonal postcards announcing new products, or special holiday offers.

Create value after the sale. Don't lose touch with your customers. Build a relationship with them. People like to do business with people they trust. And more than that, they like to work with people they like.

Be up front with your customers about your privacy policy and make good use of the data they willingly provide.

A customer database can be an exceptionally valuable tool. Once set up, it is relatively simple to maintain and can pay off with improved customer loyalty and increased sales. Watch for next month's newsletter to learn how to start an email list.

How to Formulate an Advertising Goal and Develop the Campaign

2010-04-13T09:01:00.000-07:00

In last month's newsletter, we addressed creating an advertising plan. Now we're ready to formulate an advertising goal and develop the campaign.

All successful ad campaigns have one thing in common: a clearly defined goal. The more precise your goal, the easier it will be to judge its effectiveness.

Know the goal. Be realistic - don't make it so ambitious that in the end you are disappointed and give up on advertising all together. Advertising is a long-term investment. It won't work overnight. But with planning and patience, it will help your business grow.

Advertising can address several objectives including:

· build product awareness

· create interest

· provide information

· stimulate demand

· reinforce the brand

Be clear, concise and memorable. Touch on customers' emotions. Your message needs to stand out from the crowd and reinforce the things that make you different from your competitors.

Give a call to action. Be specific. Don't make the reader guess what they should do - tell them. Buy now. Call today.

Be consistent. The best campaigns use the same elements throughout. On radio, use the same announcer and music. In print, use the same colors and fonts. For your advertising to break through the clutter, potential customers need to recognize your business through its advertising.

Be frequent. The more often you can get your name in front of your potential customers, the more likely they are to remember you and buy from you. That's true of your current customers too. Even the most loyal followers want to be reminded that they made the right decision. They want reassurance and confirmation.

State the solution. In the end, we are all selling the same thing - solutions. Whether your product is shampoo, airplanes or computer services, the reason someone makes a purchase is because they believe their life will be better with it. Your advertising must convince the viewer that your product will satisfy needs better, faster or more conveniently than any other.

Do You Have Computers and Components to Get Rid Of?

2010-04-13T08:58:00.001-07:00

PCs and other electronics contain hazardous waste so keeping them out of the landfill is important. Disposing of them at e-cycle centers can be expensive and time consuming. Let us manage the removal and recycling of your old computers.

How does it work?

We take away your used computers and break them down for parts. Whatever is leftover will be recycled for raw materials. If hard drives are included we securely erase them so no data is recoverable. We will consider taking almost any working electronic equipment we think we can sell.

We currently work with Vicarious Visions, a video game developer located in Albany, NY. Instead of paying to get rid of their old equipment, they call us and we pick it up at no charge to them. Need more info? Please call us - 518.392.0846.

Netiquette Tip of the Month: Email Attachments

2010-04-13T08:57:00.000-07:00

Email communications are important. When you deal professionally with it, you and your company will have an important competitive edge. Additionally, by educating employees, you protect your company from awkward liability issues.

Emails Attachments

Understanding and courtesy are two factors often overlooked when sending email. Don't just attach a file because it's convenient. Below are three things to consideration before attaching files.

1. Determine the file's size. As a rule of thumb, anything over 1M should be compressed.Check with the intended recipient before sending and request confirmation afterward.

2. Determine the file's format. While you may have Word or Excel on your computer, there is no guarantee that the receiver will. Whenever possible, ask what format the receiver prefers before sending. Use the Save As or Export option to save the file in a file format that is more universal. If the recipient doesn't need to be able to edit the file, consider using PDF format. Acrobat Reader, which can be used to open PDFs, is a free download. You are almost guaranteed that the person will be able to open it, and all styling and formatting will stay in tact.

3. Always ask before sending an attachment.

Ten Questions To Answer Before Meeting With A Web Designer

2010-04-13T08:56:00.000-07:00

Having a clear vision of what you want will help you get the best website for your business. Use the list of questions below to help clarify your thoughts. The more effort you put into this process, the happier you will be with the finished product.

1. What is the purpose of the website? Be precise about what you want to achieve.

2. Who is your audience/target market? The better you understand who your audience is, the more likely you are to create a site that they will find useful and inviting.

3. What will they want to find on the site? Consider what information a user might expect or want to find when they visit your site. What are the questions most often asked when someone calls or visits your business?

4. What is your overall advertising and marketing plan? Anything else that the organization does to promote itself should include reference to the website. Letterhead, business cards, press releases, banners...

5. Do you need ecommerce? Do you have merchandise you want to sell online? What credit cards do you accept? Will you accept payment from PayPal? If building paid membership is a goal of the site, will you want them to be able to pay online?

6. What type of security is required for the site? Do you need a password protected area?

7. Who are your competitors? What are they doing poorly? What do you like about their website?

8. What materials might the designer find useful in designing your site. Do you have a logo, color scheme, or overall look for the organization already? You will want to reference this for consistency.

9. What websites do you admire? Look at other sites and find ones you like. The more the designer understands what you like and what you want, the greater the chance that you'll get a website you love.

10. What is your budget? Consider cost of initial design, development and on-going maintenance.

How to Create An Advertising Plan

2010-04-13T08:54:00.001-07:00

In last month's newsletter, we addressed the benefits of setting marketing goals. Once you've completed this, you're ready to create an advertising plan.

Ad Budget

Start by projecting sales for the next twelve months, then allow a certain percentage of those dollars for advertising. Numbers vary, but 3-4% of sales is average. Industry associations collect this kind of information and can tell you how much businesses similar to yours spend as a percentage of sales. Schonfeld and Associates produces Ad-To-Sales Ratios, which covers hundreds of industries. See how yours rates.

Target Market

Who is most likely to need the products or services that you are offering? Are they male or female? Younger or older? Married or single? What they are reading, listening to, and doing?

Where To Advertise

Which media's audience best matches your target market? Your current customers can provide insight into how to reach more people like them. Which radio stations do they listen to? Which newspapers and magazines do they read? Meet with as many media people as you can. They'll have valuable information about their users' demographics, so you can compare how their audience matches with your target group.

What To Advertise

While you may be tempted to advertise items you want to get rid of, items that are desired by the greatest number of people will give you the best return on investment. More traffic through your store will mean higher overall sales and those clearance items will be more likely to sell, too.

When To Advertise

It may seem logical to spend your ad budget evenly throughout the year, but this may not be the most effective method for your business. Analyze sales by month from previous years and distribute your budget accordingly. The right message to the right group in the right vehicle still needs to hit them when they're ready to make the purchase.

Once you've determined who your customers are, how you can best reach them, when they are most likely to need your service and how much you have to spend, you are on your way to developing an effective advertising schedule. The next step will be to formulate a clear goal for your advertising and develop a campaign. Check back next month to learn how to accomplish this.

How To Fade An Image in Photoshop

2010-03-24T13:03:00.000-07:00

We'll create a basic fade effect that will result in an image like this:

1. Open the original file.

2. If the image is on a background layer as illustrated below, you'll need to double click the image in the layers panel to put it on its own layer that can be altered. When the new layer panel appears, click OK.

The layers panel should now look like this:

2. Add layer mask to your new layer. Click the "Mask" icon at the bottom of the palette

3. A linked rectangle will appear on that layer.

3. Select the gradient tool from the tool palette

Make sure the toolbar previews the black-to-white or black-to-transparent gradient

4. Check your layers palette. Is the layer mask highlighted? If not, click on it.

5. Place your cursor at the point on the image that you want to be the lightest, click and drag to the point where you would like the fade to start.

How Restaurant Menu Formatting Can Affect Spending

2010-02-23T11:10:00.001-08:00

A report on the effects of menu price formats on restaurant checks was recently released by Cornell University's School of Hotel Administration. The study found that guests given menus that did not use the dollar sign ($) before the price spent significantly more than those who received a menu with prices showing a dollar sign or those whose menus had prices written out in words. The results indicate that menu-price formats influence spending, both in terms of total check and spending per cover.

The entire report is available at no charge.

Four Rules of Email Forwarding

2010-02-23T11:09:00.000-08:00

While it's simple to just click "Forward" and fill in the address box, it's a dangerous thing to do. Sticking to these guidelines can help prevent the spread of viruses and will keep the e-mail addresses of your friends and associates private.

1. Remove all email addresses, headers and commentary before forwarding anything. Never forward chain letters.

2. If you must forward to more than one person, put your email address in the TO: field, and all others you are sending to in the BCC field to protect their email address. This is a serious privacy issue!

3. Remove any email addresses in the body of the email that have been forwarded.

4. Emails are copyright protected by the author upon creation. Consider seeking permission before forwarding any email, and definitely do so before posting it online.

Blogging. What Is It and Why Would I Do It?

2010-02-23T11:07:00.001-08:00

Blogging. You've heard the term. You may have even visited one. But what is it exactly? How does it differ from a website? Should you do it?

What is a Blog?

'Blog' is short for 'web-log'. It's a web page that is published by an individual or a group of individuals that is updated frequently. New entries are called "posts" and the newest post appears at the top of the page. There aren't many rules for blogging. It can cover any topic, be of any length and can include text, photos, video, audio and links.

How is a Blog Different From a Website?

A blog is a website. A blog allows those unfamiliar with building or editing websites the ability to add content to their site directly and instantly. Blogs are typically built using ready-made templates and are often entirely free of charge. Additionally, blogs allow visitors to make comments on your site about your posts.

Should I Blog?

From a business perspective there are several reason to blog.

1. Promote your business. Expand your audience.

2. Establish yourself as an expert. Position your site as the place to go for information related to your field.

3. Connect with your customers. Find out what your prospects and customers think and want.

4. Stay active in your field. Writing and publishing forces us to do research and back up our stance. You'll become more knowledgeable and articulate in the process.

5. Have fun and be creative.

What Are Your Marketing Goals?

2010-02-23T11:06:00.000-08:00

Are you looking to increase your base of customers or increase sales? Maybe you want to get more repeat clients or increase traffic to your website. Whether you have several goals or wish to start with one, the key to a successful year is to make a plan and stick to it. It's easy to get caught-up in the day-to-day tasks of running your own business, but by having a clear, well-thought out plan you can create a campaign worth noticing.

Avoid waiting for your ad rep to call with a special one-day only, buy-it-now offer. Frequent advertising with a consistent message based on seasonal highs and lows will pay off better than one-time shots when the newspaper has extra space. By creating an ad plan ahead of time, you can define the message while taking advantage of frequency discounts and bulk rate pricing. Translation: more bang for your buck.

Think about how you respond to advertising. Everyday you hear radio and television commercials, see newspaper, magazine and outdoor advertising, even banner ads on the internet. But you don't respond to every offer. You are much more likely to respond positively when you hear the message often, and in more than one venue. Imagine hearing an ad on the radio, seeing the ad in the paper, then having a friend tell you about it. A good ad plan is frequent, consistent and targeted.

The truth is that regardless of the offer, only a portion of the population is likely to respond. Target marketing allows us to increase the chances that our audience will respond to our call to action. It allows us to be more effective and efficient. Resist the temptation to be too general in the hopes of getting a larger slice of the market. Plan, target, and be successful.

Once you understand your goals and your target market, you can start planning your program. Watch for the March newsletter for instructions on how to accomplish this.