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Day: November 22, 2019

The Ultimate Guide to Google Docs

Everything Google touches seems to turn to gold.

Not only has the brand helped online businesses generate billions of dollars through its search engine, but it’s also — and continues to — branch out and create other products.

One of these products is Google Docs, a free word-processor and alternative to Microsoft Word that allows anyone to easily create and edit their own shareable document.

Google Docs is a behemoth. The tool is so multi-faceted and multi-functional; it’s easy to get overwhelmed when learning your way around. That’s why we wrote this guide — to teach you about how to use Google Docs to create awesome content and collaborate with your team. We’ll also tap into some tips and tricks that will make this process even easier.

What is Google Docs?

No software downloads. No payments. No specific browser or computer necessary. Is there really any product out there these days that is this simple to obtain and use?

The answer is yes.

Google Docs is a completely free, cross-platform (syncs documents across phones, tablets, and desktops) word processor that works both online and offline. All you need is a Google account, the same free account that you use for your G Suite or Gmail.

The cloud-based tool includes a clean layout and unique features for users, such as the ability to work, share, and collaborate from anywhere. The platform even automatically syncs and saves all of your work, so you don’t even have to worry about pressing Save.

With these features, it’s clear why millions of users prefer Google Docs over other word processors.

Google Docs vs. Microsoft Word

Let’s not forget about Microsoft Word, however. Microsoft Word been around longer than Google Docs and remains exceptionally popular today. Millions of individual users and companies still pay big money to use Word. So, how do Google Docs and Word compare?

For one, Google Docs is free with a Google account. Microsoft Word must be purchased as part of a Microsoft Office package, which includes other Microsoft products such as PowerPoint, Excel, and Outlook.

The Home and Business packages run from $69.99 (for an individual user at home) up to $150 (for an individual user at work) for an annual membership. Google Docs, on the other hand, allows you to collaborate with any number of people, anywhere in the world, for free.

Another differentiating factor is that, with Google Docs, all of your work is saved to the Cloud. That means you won’t lose your 20-page report … even if your laptop croaks. (Whew!) With Microsoft Word, your documents live on your computer; your coworkers can’t check them out unless you save and share them via email or the like.

Whether you choose Google Docs or Microsoft Word, it’s not difficult to sync the two. You can create a new Google Doc by simply uploading an existing Word file. Here’s how.

Open your Google Drive and click New.

converting microsoft word document to google docs google drive new

Tap File upload to access the files saved on your computer.converting microsoft word document to google docs google drive file upload

Choose your Word file from your computer and click Open. This will upload your file to your Google Drive. Once uploaded, double-click it to open. Once open, click Google Docs from the drop-down menu at the top.

converting microsoft word document to google docs open new file in google docs

Voila! That’s how you convert a Word doc to a Google Docs file. Now, let’s dig a bit deeper on how to use Google Docs.


Collaborating in Google Docs

There are a plethora of tips and tricks that users can take advantage of while using Google Docs — whether working as an individual or with a team.

Google Docs allows multiple people to work, collaborate, and edit within a single document in real-time through any web browser. Here’s how.

Sharing Your Google Doc

Individuals can share their document with as many people as they want, as well as edit their permissions to limit what they can do.

To get started sharing, click File > Share.

sharing your google docs file

There are four sharing options — the one you pick is totally your choice.

1. Create a shareable link.

The simplest way to share a Google Docs page is to generate a shareable link. This allows anyone to click a unique URL and view your document.

After clicking Share, tap the Get Shareable Link button in the top right corner.

google docs get shareable link

Select a sharing permission for your document.

google docs setting permission for documentAfter defining permissions, press Copy link.

google docs sharing copy link

The URL will then be copied to your clipboard for you to send to anyone who wishes to view the document.

2. Share via email address.

You also have the option to share your document with an email address. This will send an invite to that person’s inbox, and add the document to their Google account.

To do this, head back to the sharing box.

Enter the email address of the person you’d like to share your document with and select an option from the drop-down to edit their permissions.

google docs sharing via email

If you add a note to this invite, it will be displayed in the email invitation.

3. Choose the advanced sharing options.

Head back to your sharing box and hit Advanced.

Here, you can see all sharing settings — including who has access to your document, their permission settings, and the option to invite more people or remove others.

google docs sharing advanced settings

4. Make your document editable by anyone.

Want to grant anyone permission to edit the contents of your document? Hit File > Share to get your shareable link.

google docs get shareable link

In the drop-down menu displayed, click More…

google docs share with others more

After that, choose On — Anyone with the link and set the permissions in the bottom drop-down menu.

google docs link sharing

As this option clearly states, anyone with your unique URL will be able to make changes, edit, and even delete your document … so be careful about who you’re sharing it with.

Using Google Docs Shortcut Keys

There are a number of shortcut keys to help increase your productivity while working in Google Docs. Review the following chart to learn some of the most popular shortcuts.

actions mac shortcuts pc shortcuts
Copy ⌘ + c Ctrl + c
Paste ⌘ + v Ctrl + v
Cut ⌘ + x Ctrl + x
Paste without formatting ⌘ + Shift + v Ctrl + Shift + v
Undo ⌘ + z Ctrl + z
Redo ⌘ + Shift + z Ctrl + Shift + z
Insert/edit link ⌘ + k Ctrl + k
Open link Option + Enter Alt + Enter
Show common keyboard shortcuts ⌘ + / Ctrl + /
Save (Google Drive automatically saves to Drive) ⌘ + s Ctrl + s
Print ⌘ + p Ctrl + p
Open ⌘ + o Ctrl + o
Find ⌘ + f Ctrl + f
Insert page break ⌘ + Enter Ctrl + Enter
Hide menus (compact mode) Ctrl + Shift + f Ctrl + Shift + f

For a complete list of Mac, PC, Android, iPhone, and iPad shortcut keys, check out this page.

Creating and Writing in Google Docs

Which Google Docs features will help you and your team create powerful documents, no matter your location? Here are some options for you to try.

Work Offline

A bonus to using Google Docs is that you’re able to edit, save, and create documents through your web browser even when you’re not connected to the internet. This might come in handy if you need to get some work done while traveling. The changes you make are still saved and will sync when you go back online.

But, this isn’t an automatic feature. You’ll need to set-up offline connections in your account.

To do this, visit the Google Docs homepage and locate the menu button on the left-hand side.

google docs menu

Then press Settings.

google docs menu settings

A pop-up box will then be visible on your screen. To set up offline editing, toggle the Offline button to On. (This should turn the button blue, rather than gray.)

google docs offline toggle

Your browser will then adjust to offline editing and you’ll see the following icon when editing your document without internet.

google docs work offline icon

Voice Typing

Voice technology is a growing industry, and Google has been at the forefront of this trend. You can speed up your writing process by using voice typing in Google Docs.

To use the feature, begin by checking your device settings to confirm that your microphone works.

Then head to Tools > Voice Typing. You’ll see a microphone icon.

google docs voice typing

Click it and start speaking. Google will convert your spoken words into text, which you’ll see appear on the page.

Google Docs App

With the Google Docs app, users can continue to edit, share, collaborate in real-time, add images, and create content all while on-the-go.

The free app even works offline once you’ve turned on that setting — the same way you did on your laptop or desktop — and it automatically saves your work to the Cloud.

Explore

Have you ever been writing about a topic and stopped to think, “Wow, I could use a suggestion or two on how to improve my piece.”

Google Docs has you covered.

The Explore feature — found by clicking Tools > Explore — Google Docs will scan the content you provide and suggest information that you could add to your piece.

google docs explore feature

These suggestions might include details you may have forgotten, images to enhance your piece, or possible research that you could include to back your points and claims.

Formatting Your Document in Google Docs

Google Docs empowers you to create a document that works for you and the content you’re creating. Whether it’s the page orientation, images, or page numbers, these tips will help you format your document any way you want.

Changing Page Margins

If you’re looking to make the most of the blank space in your document or format your document for printing, you might need to change the margins.

Before doing this, you’ll need to make sure the ruler is visible above your document.

Simply head to View > Show Ruler.

google docs show ruler

You should see a ruler below the formatting bar in your document.

Then, to change the margins of your page, locate the small blue button on the left-hand side of the ruler and slide the button to alter your left margin.

google docs change margins left margin

To change your right margin in Google Docs, repeat this process using the blue button on the right side of your ruler.

google docs change margin right margin

If you need strict margins in your document, click File > Page Setup.

google docs page setup

You’ll then see the following pop-up box where you can change the margins.

google doc page margins settings

If you need the same margins in every document you create, save time and hit Set as Default. This will automatically copy your margin set-up to all new documents.

Changing Page Orientation to Landscape

Looking to change the orientation of your document? Head to File > Page Setup.

google docs page setup menu

Then, select Landscape under Orientation.google docs page setup orientation

If you want all of your documents to have the same orientation, press Set as Default.

Adding a Text Box

Text boxes are a great option if you’re looking to add an extra visual element to your document. They allow you to position additional text anywhere on your page without altering the format of your existing document.

In Google Docs, text boxes are classified as drawings. You can insert one by clicking Insert > Drawing.

google docs insert drawing

This will open the Drawing feature. Next, press Text Box.

Drag your cursor into the drawing space to create a box that fits your requirements

google docs drawing new text box

Once your box has been created, it’s time to enter your text.

You can change the font, color, and alignment of the text in your box by using the navigation bar in the pop-up window.

google docs new text box drawing

Happy with your text box? Hit Save & Close to insert it into your document.

google docs insert drawing text box this is a text box

From here, treat your text box as an image. Select the image to change the alignment or move the box around your document for ideal placement.

Adding Page Numbers

Page numbers make your document easy to navigate and allow for better organization when printed — you’ll avoid asking yourself, “Does this page go here … or there?”

Add page numbers to your document by clicking Insert > Header > Page Number. Then choose the option of your choice.

google docs adding page numbers

Creating a Hanging Indent

Hanging indents are indents that automatically change the margin of a paragraph without interrupting the format used elsewhere on your page.

Here’s an example:

google docs hanging indent example

To add a hanging indent in Google Docs, make sure your ruler is visible by pressing View > Show Ruler.

google docs show ruler menu

Then, head back to your main document and highlight the text you want to format.

Add a hanging indent by locating the ruler above your document and sliding the blue arrows to your specification.

Slide the arrow on the left side to alter the left indent, and the arrow on the right side to change the right indent.

google docs change indent

Inserting an Image

To add an image to your document, simply put your cursor wherever you want to insert the image.

Scroll up to the top of the page and click Insert > Image.

google docs insert image menu

Choose the image location — there are multiple options that include your computer, the web, Google Drive, or by URL.

Select your image, click Open, and voila! Your image should appear.

For more on this process, check out this page.

Creating a Table of Contents

If you’re writing a presentation or whitepaper, a table of contents is a great way to display each section you’re creating and the page number that it can be found on.

You can insert a table of contents in your Google Doc by ensuring all subheadings are formatted with a heading tag. To do this, highlight your subheading and press the appropriate tag in your formatting bar.

google docs heading tags

As a general rule of thumb, the Heading 1 tag should be your main title. Heading 2 tags should be subheadings, and Heading 3 tags should be sections below a subheading.

Now you’re ready to create a table of contents. Hold your cursor where you’d like to insert it and click Insert > Table of contents to choose an option based on your preference.

google docs inserting a table of contents

Editing Your Document in Google Docs

Google Docs offers a variety of editing features to ensure your work reaches full potential.

Tracking Changes

If you’re working with another person on your document, you can ask them to track their changes and edits. This will show you who made the edits, when they made those edits, and what the text was prior to their edits.

You can track changes in Google Docs by changing Editing to Suggesting in the top right-hand corner of the page.

google docs tracking changes suggesting

Then, when someone edits your document, any changes will show up in a different color, with a box on the right-hand side to show their name, photo, and editing details.

google docs tracking changes example

You can then browse the tracked changes and accept or reject them as necessary.

Adding Comments

With Google Docs, you and your team can leave comments in any document for each other to view. These are often used as reminders to come back to a specific section, leave more detailed revision ideas, or add URLs to other sites and images for reference.

To do this highlight the word, sentence, or paragraph you want to comment on and click the Add Comment button (the text box with the plus sign inside).

You can then write a comment — or paste a URL — in the comment box. Click Comment when you are ready to post your box.

google docs leave new comment

To edit the information in the box, click the three dots on the right and select Edit. You can also thread comments beneath the original comment by typing in the Reply box.

google docs new comment reply

To get rid of a comment box you can either delete it or resolve the comment. Click the three dots on the right and select Delete to delete the box. Click Resolve in the top right of the box when the issue has been resolved and you no longer need the comment.

google docs comment resolve

If you are looking for more in-depth information on adding and resolving comments in Google Docs, look at this page.

Finding Word Count

Have you ever struggled while writing a paper, report, or blog post because of a required word count that you were trying to reach?

Although reaching a required word count may not always be easy, Google Docs makes the count itself simple.

Once you’re in your document, click Tools > Word Count. (You can also use the shortcut ⌘ + Shift + c.)

google docs word count menu

Google will then display the total number of words (along with the total number of pages, characters, and characters excluding spaces).

google docs word count

To count the words within a specific sentence, paragraph, or page, highlight the text you want to include and follow the same steps above.

Running Spell Check

It’s not uncommon even for professional writers to make an occasional spelling mistake. Google Docs can help all writers with this dilemma.

Run a spell check to locate and correct any errors you may have missed. Think of it as your personal proofreader or editor.

To run a spell check in Google Docs, click Tools > Spelling > Spell check.

google docs spell check

Google Docs will then scan your entire document for misspelled words and grammatical errors. You’ll be given the choice to accept or ignore Google’s suggestion.

If you find that you’re frequently using a word that Google doesn’t recognize, you can add it to your dictionary. This will prevent Google Docs from highlighting the word in future spell checks.

Adding a Strikethrough

In Google Docs you can add a strikethrough by highlighting the text you want to strike and clicking Format > Strikethrough.

google docs strikethrough

Using Google Docs Add-Ons

You can add third-party tools, or add-ons, to your documents. These add-ons contain unique features to help you improve your work in various ways.

You can find these add-ons by clicking Add-ons > Get add-ons…

google docs get add ons menu

Here are a few popular add-ons you may find helpful.

Google Keep

Writing a document that needs supporting data? Install Google Keep to your browser to collect notes, case studies, and references you’re planning to cite. Then, use the add-on to pull them in as needed. You can also edit the notes you’ve saved with Google Keep.

Extensis Fonts

Consistent branding is important, but that can be tricky when you’re using unique fonts. The Extensis Fonts add-on imports thousands of fonts from the Google Fonts library into your document to enhance your piece’s overall aesthetic.

HelloSign

Writing a contract, agreement, or any other paperwork that requires a signature? The HelloSign add-on will help you collect electronic signatures in an easy and secure way.

Translate

Need a translator? Install the Translate add-on to easily translate your content into another language.

Lucidchart

The Lucidchart add-on allows you to add unique diagrams to your document that are easy to design and edit. It’s perfect for anyone working with data or looking for a fun way to display information.

Language Tool

Language Tool makes proofreading easy in over 20 languages. You won’t have to wonder about your spelling or grammar anymore. This add-on catches errors and mistakes no matter the language.

EasyBib

EasyBib is an automatic bibliography generator with over 7,000+ style options, including MLA, APA, and, Harvard-style.

Using Google Sheets and Google Forms with Google Docs

With Google Docs, it’s easy to integrate with other useful tools such as Google Sheets and Google Forms. If you create a spreadsheet or chart in Google Sheets, you can insert that information directly into Google Docs.

With Google Forms, you can create surveys that are automatically saved to your Google Drive for easy access and review from Google Docs.

Google Sheets

Google Sheets is a great option for anyone who needs to build any type of chart, list, plan, or spreadsheet. It is a spreadsheet generator — similar to Excel — and it’s free.

Once you’ve opened Google Sheets and created your chart, you can easily insert it into your document.

Do this by heading up to the toolbar and clicking Insert > Chart > From Sheets. You should be able to view and select the chart you want to add to your document.

google sheets google fonts

Google Forms

Google Forms is a great way to collect information and survey responses. Just go to the Google Forms site and begin creating your form or survey in a matter of seconds.

You and your team can collaborate and select a template from Google’s gallery — or create a unique template from scratch to style it to your taste.

google docs google forms

Google Forms is also free to use and can integrate with software like Asana and HubSpot.

Additionally, all of your Google Forms documents and responses are automatically saved to your Google Drive so you can easily access them while in your Google Docs page.

To do this, click on the Apps icon when you open Google Docs. Scroll down to Forms to find the form or survey you want to open.

google docs google apps menu

One last feature to note is that the people responding to your form or survey can do so on any type of device, making Google Forms a convenient option for everyone.

Get Started with Google Docs

Congratulations! You’re now a Google Docs pro. Whether you’re a marketer or CEO, these tips will allow you to take advantage of Google’s software and create incredible documents of any kind, no matter your professional background.

Google Docs gives you the ability to share your work with as many people as you want, whenever you want, making it a great tool for collaborative teams. It also keeps your life simple by automatically saving any changes to your document to the Cloud … meaning no more stress about losing your work. Lastly, you can work on your documents from anywhere — whether or not you have internet.

With all of these features, you can see why so many people have jumped on the Google Docs bandwagon. Plus, it’s free! Why not give it a try?

Magical Words That Sell: How to Build Trust in Your Marketing

Do your marketing messages make you trustworthy? Are you using the right words and phrases? To explore how words can build trust with customers, I interview Marcus Sheridan on the Social Media Marketing Podcast. Marcus is a renowned keynote speaker and the author of They Ask, You Answer. He also runs a digital sales and […]

The post Magical Words That Sell: How to Build Trust in Your Marketing appeared first on Social Media Marketing | Social Media Examiner.

Your Holiday GIF Guide: Festive GIFs to Spice Up Your Holiday Emails

holiday-gif

We know how expensive it can be to purchase creative, high-quality images or GIFs, and how time consuming they can be to create them by yourself. That’s why the AWeber design elves made a FREE holiday GIF guide for our blog readers.

Use the 16 animated GIFs below for your holiday email marketing campaigns. (GIFs can increase click-through rates, conversions rates, and revenue rates!) There’s a mix of brand-new GIFs, plus fan favorites from years past. Place them in a Black Friday or Cyber Monday email, a holiday newsletter, or a New Year’s sale message to your subscribers.

Not an AWeber customer yet? Join us! Create your FREE account right now, and see how easy it is to use one of these GIFs in our Drag-and-Drop message editor.

How to download your holiday GIFs

Step 1: Find the animated holiday GIF below that you want to use in your email.

Step 2: Save it to your computer by either right clicking the GIF and selecting “Save Image,” or by dragging the GIF to your desktop.

Step 3: Upload the GIF into your email template inside AWeber. Under image size, choose “original.” That’s it!

Related: Everything You Need to Know about Using GIFs in Email

Holiday GIFs

merry-christmas-image

holiday-gif

happy-hannukah-image

happy-kwanzaa-image

christmas-lights-image

Happy New Year GIFs

Black Friday and Cyber Monday GIFs

black-friday-sale-image

cyber-monday-sale-image

cyber-weekend-sale-image

 

How can I use these GIFs in my emails?

Try one of these three GIF placements.

Place the GIF above the headline

Add a holiday GIF above your email headline to catch subscribers’ attention and draw them in right away.

Holiday Email GIF

Place the GIF the body of the email

Break up sections of content by adding a holiday GIF into the body of your email. It’ll keep your readers moving down the page toward your call-to-action button.

Holiday Email GIF

Place the GIF at the end of the email

Want your subscribers to read your entire message first? Place a holiday GIF after the call-to-action button.

Holiday Email GIF

Best practices for using holiday GIFs in email

1. Don’t overdo it: Use only one GIF per email.

2. Actually, only use a GIF when you think it’ll help your email perform better. If it distracts your subscriber from reading your message or clicking on your call-to-action, then skip the GIF.

3. Consider removing all other images besides your GIF so that subscribers aren’t overwhelmed with visuals.

4. Hyperlink your GIF to the landing page you’d like people to visit. (Many people will click on the GIF itself.)

5. Creating your own GIF? Include your call to action in the first frame. That way, your subscribers can click through even if the animation doesn’t work.

6. Always test your emails. Most email clients will display GIFs, but there are a some exceptions like Outlook 2007-2013 and Windows Phone 7. In these clients, the GIFs will display as static images.

Related: 3 Ways to Test Your Emails before You Hit ‘Send’

7. Keep your GIF’s file size small (aim for less than 40KB). You can use Photoshop to decrease the file size if need be.

8. Your GIF should be relevant to the rest of the content in your email. Make sure it supplements your subject line, call to action, and message text.

9. No matter what GIF you use, make your call to action loud and clear. (Here are 8 Powerful Email Copywriting Techniques to use in your next email.)

10. Test a GIF in different locations within your email to see where it performs best. (AWeber’s powerful split testing feature allows you to test GIF placement, subject lines, send times, copy, templates, buttons, and more! Try it out today for FREE.)

If you like this post and want to receive more free GIFs, email marketing tips, and educational courses, subscribe to our weekly newsletter, FWD: Thinking.

The post Your Holiday GIF Guide: Festive GIFs to Spice Up Your Holiday Emails appeared first on Email Marketing Tips.

Brand Secrets for Standing Out in a Crowded World


These days, we live in a world of infinite supply…

In just a few clicks, anyone can start a business. Anyone can create products, build an online store, publish ads, and reach an audience online. This means that every market is becoming flooded with businesses offering similar products, features, and solutions. 

So to stand out you need to have a brand that your customers connect with, and care about deeply. 

In this post, we’ll be sharing some tips and strategies to help you to build your brand. These insights all come from our new podcast series — it’s called Breaking Brand and it’s out there for you to listen to right now

What exactly is a brand?

Before we jump into some strategies and tactics for creating a brand your customers will truly care about, let’s first look at what exactly a brand is. 

The word “brand” is used a lot in marketing today. But what exactly does brand mean? That question that might sound simple… but is actually pretty complex, and there isn’t a one-size-fits-all answer.

David Ogilvy describes a brand as “the intangible sum of a product’s attributes.”

Marty Neumeier, an author and speaker who writes about branding and innovation, says “a brand is a person’s gut feeling about a product, service, or organization.”

And Camille Baldwin, one of the Pattern Brands founding team, and star of Breaking Brand, says “brand to me is identity. It’s all of the things that make up identity, your values, your principles, who you are, your characteristics and your intention.”

Brand to me is identity. It’s all of the things that make up identity, your values, your principles, who you are, your characteristics and your intention.

Camille Baldwin, VP of Brand, Pattern Brands

So to summarize… Your brand is the identity of your business, and how it makes people feel. 

Now, let’s dive into some takeaways from Breaking Brand to help you build a buzzworthy brand that stands out against your competitors.

4 Ways to build a memorable brand

1. Know what your consumers care about

Most people are really good at explaining the “what” and the “how” of their business. For example, say you’re an accountancy company, describing the what and the how is pretty simple…

  • What you do is you help individuals and businesses to ensure their finances are in shape.
  • How you do it might vary, but it tends to involve some form of account management where you assist with invoicing or balance the books every month or quarter.

And the thing that will help one accountancy company stand out from its competitors is moving from the what and the how to the why.

The “why” is what will make a potential customer choose your business over another. The “why” is your differentiator. 

In general, consumers aren’t too fussed about how you do your work — the tools you use, your internally processes, and things like that. What consumers care about is “why does this business matter in my life?” 

And to go back to the accountancy example — we already explained the what and the how — but the “why” might not be so obvious. For example, if an accountancy company mostly serves small businesses, the “why” might freeing up time for the business owner to spend with family and friends. 

So how do you find your why? 

Customer research is a great place to start.

At Buffer we often do research interviews with customers to learn how our product helps them, and to better understand how they describe the benefits of Buffer. We’ve even had teammates spend the day with customers at their offices to see first-hand how Buffer fits into their routines and workflows.

And in Breaking Brand, Emmet Shine, co-founder of Pattern Brands, talks about the importance of knowing the customer when it comes to building a brand consumers will care about.

Before starting Pattern Brands, Emmett helped over 50 businesses launch to market, and one of those businesses was Sweetgreen, a restaurant chain selling healthy salads and grain bowls.

When working on the Sweetgreen brand and trying to understand its customers, Emmett and his team spent countless hours at Sweetgreen restaurants. They would watch how the staff would prepare salads, listen to how customers would place orders and immerse themselves in how the company works.

Essentially, they were trying to understand every tiny detail about what made Sweetgreen unique and special. 

This enabled the team to craft a brand that really emphasised what customers were looking for from Sweetgreen and helped them to find their “why”. 

Now Sweetgreen has over 75 restaurants and reportedly generated in excess of £100 million in 2018. So they clearly have a brand that fits what consumers are looking for.

2. Find the technical, functional, and emotional benefits of your business

Once you’ve done your customer research, you can begin to think about the various types of benefits your business offers consumers.

In episode one of Breaking Brand, Pattern’s VP of Brand, Camille Baldwin shares how the brand pyramid framework can help you to define those benefits. 

Brand pyramids have been around since the late nineties, but still play a key role in brand strategy. Pyramids help you to answer fundamental questions about your business and its place in the market. Here’s an example brand pyramid from Insead Knowledge:

Three of the key elements of any brand pyramid are the technical, functional and emotional benefits your business offers consumers. 

Technical benefits

At the bottom of your pyramid, you’re thinking about the technical benefits of your brand (labeled ‘Features and attributes’ in the above image). Essentially this will help you to define what you do as a company. At this stage you’ll want to ask questions like: How is this business benefiting the consumers? How will it make money? What are we offering? 

For example, at Buffer we might say the technical benefit of our product is to manage all of your social media content and profiles in one place. 

Functional benefits

Then, with the technical benefits of your brand defined, it’s time to look at the functional benefits you can offer consumers. Functional benefits are essentially what your customers get when they buy your product or service.

Functional benefits tend to focus on things like how a product can improve your life, help you stay connected to others or help you to make forward progress. 

At Buffer, a functional benefit might be not having to hit publish manually every-time you want to share to social media. Or in the case of a car: a big, spacious family car will offer the functional benefit of space for your whole family to travel in comfort. 

Emotional benefits

Next up, are emotional benefits. And these are really what makes one brand stand out from another.

Emotional benefits are how your brand makes someone feel based on the stories you tell consumers. 

One emotional benefit of Nike, for example, is that its equipment will make you feel like a professional athlete. And at Buffer we might say the emotional benefit of our product is peace of mind knowing that your content will be posted to social media platforms at exactly the right time every time. 

As you go through everything you’ve learned during your customer research phase, start looking out for emotion-based words your customers, or potential customers, use to describe your company or the problem you’re solving. 

Whenever someone says “I feel” or “it made me.. happy, relaxed, proud, or healthy”, for example, this helps you to identify the emotional benefits your company delivers. 

 3. Craft a simple tagline and message

Just Do It, Think Different, I’m Lovin’ It… 

Those are all examples of great brand taglines. By saying just two or three words, I bet you knew exactly which businesses I was talking about. And that’s the power of being able to boil your message down to something simple, and memorable. 

In episode three of Breaking Brand, Emmett Shine, co-founder of Pattern Brands explains: “The thing about branding and marketing, is you can do years worth of research. But if you can’t boil it down to this thin sliced tagline it doesn’t matter.”

The thing about branding and marketing, is you can do years worth of research. But if you can’t boil it down to this thin sliced tagline it doesn’t matter.

Emmett Shine, Executive Creative Director, Pattern Brands

But this isn’t easy to do.

It took the Patten Brands team months of ideating and back-and-forth to land on their tagline “Enjoy Daily Life”.

But now that simple statement acts as a guiding light for everything they do. From the content they post on social media to the products they sell. 

Boiling your whole business down to one sentence, or even just a couple of words can be very tough. And you can’t force it. One of the best ways to craft the perfect tagline is to facilitate brainstorms and create space for idea sharing. Another thing the Pattern Brands team has done was to journal about their business and riff on ideas in private too. 

And sometimes the best ideas will come to you outside of the office. So don’t be afraid to think outside the box, and away from your desk. 

Communicating a clear message in just a few words is very difficult. One way we’ve found to come up with taglines at Buffer is to start long and edit down.

So to begin with, write exactly what your business delivers for customers in as many words as it take — this could be a paragraph or two, maybe even longer. And remember to think about the emotional benefits here too, not just the technical and functional benefits you offer. 

Next, you’ll want to take what you’ve just written and edit it down to just one or two sentences. Repeat that process to make it one sentence, or just a few words. Then take that final piece of copy and play with a number of different versions: Rewrite it, change out words, and experiment with different lengths. This process will help you to distill all of the thoughts you wanted to share about your business into a short, memorable tagline. 

Now you might be wondering: “Why is a tagline so important?” 

From personal experience, I know I’ve never bought a Mac because their tagline is “think different.” But having that tagline in places means that Apple has a clear mission, and everything it does — from the adverts it makes, to its keynote launches — is guided by that vision.

4. Ensure your business lives and breaths your brand

To be successful, and for consumers to trust your message, you have to live your brand. 

For example, Nike says its mission is to “bring inspiration and innovation to every athlete in the world.” And the company sees every single person as an athlete, not just the pros. 

But Nike doesn’t just say that, it lives by it. 

That’s why the company focuses on creating the most innovative clothing and footwear, and why its advertising revolves around inspirational messages and stories.

Nike’s brand is reflected in every piece of content it puts out on social media. Just before writing this, I jumped over to Nike’s main Instagram account, here are just a few posts I spotted:

  • An IGTV video with Saquon Barkley sharing where his NFL dreams started.
  • A photo of women’s marathon world record holder Brigid Kosgei with former record holder Paula Radcliffe.
  • A photo of Rafael Nadal sharing his ambitions as a child.

Of course, not all businesses will have the resources of Nike, or the access to global superstars for that matter. But it still serves of a great example of ensuring the essense of your brand shines through on every platform. 

To go back to the accountancy example I mentioned earlier. If your “why” or emotional benefit is giving small business owners more free time to spend away from work, you could ensure all of your messaging and content supports this mission. This could mean Instagram posts with clients enjoying themselves away from the office or blog posts about disconnecting from work. It could even mean you rethink the imagery and copy you use on your website.

As I mentioned right at the start of this post, your brand is the identity of your business and how it makes people feel. So every single touchpoint where someone can interact with your business should represent what you want your brand to be, and how you want people to feel. 

The Ultimate Guide to Google Docs

Everything Google touches seems to turn to gold.

Not only has the brand helped online businesses generate billions of dollars through its search engine, but it’s also — and continues to — branch out and create other products.

One of these products is Google Docs, a free word-processor and alternative to Microsoft Word that allows anyone to easily create and edit their own shareable document.

Google Docs is a behemoth. The tool is so multi-faceted and multi-functional; it’s easy to get overwhelmed when learning your way around. That’s why we wrote this guide — to teach you about how to use Google Docs to create awesome content and collaborate with your team. We’ll also tap into some tips and tricks that will make this process even easier.

What is Google Docs?

No software downloads. No payments. No specific browser or computer necessary. Is there really any product out there these days that is this simple to obtain and use?

The answer is yes.

Google Docs is a completely free, cross-platform (syncs documents across phones, tablets, and desktops) word processor that works both online and offline. All you need is a Google account, the same free account that you use for your G Suite or Gmail.

The cloud-based tool includes a clean layout and unique features for users, such as the ability to work, share, and collaborate from anywhere. The platform even automatically syncs and saves all of your work, so you don’t even have to worry about pressing Save.

With these features, it’s clear why millions of users prefer Google Docs over other word processors.

Google Docs vs. Microsoft Word

Let’s not forget about Microsoft Word, however. Microsoft Word been around longer than Google Docs and remains exceptionally popular today. Millions of individual users and companies still pay big money to use Word. So, how do Google Docs and Word compare?

For one, Google Docs is free with a Google account. Microsoft Word must be purchased as part of a Microsoft Office package, which includes other Microsoft products such as PowerPoint, Excel, and Outlook.

The Home and Business packages run from $69.99 (for an individual user at home) up to $150 (for an individual user at work) for an annual membership. Google Docs, on the other hand, allows you to collaborate with any number of people, anywhere in the world, for free.

Another differentiating factor is that, with Google Docs, all of your work is saved to the Cloud. That means you won’t lose your 20-page report … even if your laptop croaks. (Whew!) With Microsoft Word, your documents live on your computer; your coworkers can’t check them out unless you save and share them via email or the like.

Whether you choose Google Docs or Microsoft Word, it’s not difficult to sync the two. You can create a new Google Doc by simply uploading an existing Word file. Here’s how.

Open your Google Drive and click New.

converting microsoft word document to google docs google drive new

Tap File upload to access the files saved on your computer.converting microsoft word document to google docs google drive file upload

Choose your Word file from your computer and click Open. This will upload your file to your Google Drive. Once uploaded, double-click it to open. Once open, click Google Docs from the drop-down menu at the top.

converting microsoft word document to google docs open new file in google docs

Voila! That’s how you convert a Word doc to a Google Docs file. Now, let’s dig a bit deeper on how to use Google Docs.


Collaborating in Google Docs

There are a plethora of tips and tricks that users can take advantage of while using Google Docs — whether working as an individual or with a team.

Google Docs allows multiple people to work, collaborate, and edit within a single document in real-time through any web browser. Here’s how.

Sharing Your Google Doc

Individuals can share their document with as many people as they want, as well as edit their permissions to limit what they can do.

To get started sharing, click File > Share.

sharing your google docs file

There are four sharing options — the one you pick is totally your choice.

1. Create a shareable link.

The simplest way to share a Google Docs page is to generate a shareable link. This allows anyone to click a unique URL and view your document.

After clicking Share, tap the Get Shareable Link button in the top right corner.

google docs get shareable link

Select a sharing permission for your document.

google docs setting permission for documentAfter defining permissions, press Copy link.

google docs sharing copy link

The URL will then be copied to your clipboard for you to send to anyone who wishes to view the document.

2. Share via email address.

You also have the option to share your document with an email address. This will send an invite to that person’s inbox, and add the document to their Google account.

To do this, head back to the sharing box.

Enter the email address of the person you’d like to share your document with and select an option from the drop-down to edit their permissions.

google docs sharing via email

If you add a note to this invite, it will be displayed in the email invitation.

3. Choose the advanced sharing options.

Head back to your sharing box and hit Advanced.

Here, you can see all sharing settings — including who has access to your document, their permission settings, and the option to invite more people or remove others.

google docs sharing advanced settings

4. Make your document editable by anyone.

Want to grant anyone permission to edit the contents of your document? Hit File > Share to get your shareable link.

google docs get shareable link

In the drop-down menu displayed, click More…

google docs share with others more

After that, choose On — Anyone with the link and set the permissions in the bottom drop-down menu.

google docs link sharing

As this option clearly states, anyone with your unique URL will be able to make changes, edit, and even delete your document … so be careful about who you’re sharing it with.

Using Google Docs Shortcut Keys

There are a number of shortcut keys to help increase your productivity while working in Google Docs. Review the following chart to learn some of the most popular shortcuts.

actions mac shortcuts pc shortcuts
Copy ⌘ + c Ctrl + c
Paste ⌘ + v Ctrl + v
Cut ⌘ + x Ctrl + x
Paste without formatting ⌘ + Shift + v Ctrl + Shift + v
Undo ⌘ + z Ctrl + z
Redo ⌘ + Shift + z Ctrl + Shift + z
Insert/edit link ⌘ + k Ctrl + k
Open link Option + Enter Alt + Enter
Show common keyboard shortcuts ⌘ + / Ctrl + /
Save (Google Drive automatically saves to Drive) ⌘ + s Ctrl + s
Print ⌘ + p Ctrl + p
Open ⌘ + o Ctrl + o
Find ⌘ + f Ctrl + f
Insert page break ⌘ + Enter Ctrl + Enter
Hide menus (compact mode) Ctrl + Shift + f Ctrl + Shift + f

For a complete list of Mac, PC, Android, iPhone, and iPad shortcut keys, check out this page.

Creating and Writing in Google Docs

Which Google Docs features will help you and your team create powerful documents, no matter your location? Here are some options for you to try.

Work Offline

A bonus to using Google Docs is that you’re able to edit, save, and create documents through your web browser even when you’re not connected to the internet. This might come in handy if you need to get some work done while traveling. The changes you make are still saved and will sync when you go back online.

But, this isn’t an automatic feature. You’ll need to set-up offline connections in your account.

To do this, visit the Google Docs homepage and locate the menu button on the left-hand side.

google docs menu

Then press Settings.

google docs menu settings

A pop-up box will then be visible on your screen. To set up offline editing, toggle the Offline button to On. (This should turn the button blue, rather than gray.)

google docs offline toggle

Your browser will then adjust to offline editing and you’ll see the following icon when editing your document without internet.

google docs work offline icon

Voice Typing

Voice technology is a growing industry, and Google has been at the forefront of this trend. You can speed up your writing process by using voice typing in Google Docs.

To use the feature, begin by checking your device settings to confirm that your microphone works.

Then head to Tools > Voice Typing. You’ll see a microphone icon.

google docs voice typing

Click it and start speaking. Google will convert your spoken words into text, which you’ll see appear on the page.

Google Docs App

With the Google Docs app, users can continue to edit, share, collaborate in real-time, add images, and create content all while on-the-go.

The free app even works offline once you’ve turned on that setting — the same way you did on your laptop or desktop — and it automatically saves your work to the Cloud.

Explore

Have you ever been writing about a topic and stopped to think, “Wow, I could use a suggestion or two on how to improve my piece.”

Google Docs has you covered.

The Explore feature — found by clicking Tools > Explore — Google Docs will scan the content you provide and suggest information that you could add to your piece.

google docs explore feature

These suggestions might include details you may have forgotten, images to enhance your piece, or possible research that you could include to back your points and claims.

Formatting Your Document in Google Docs

Google Docs empowers you to create a document that works for you and the content you’re creating. Whether it’s the page orientation, images, or page numbers, these tips will help you format your document any way you want.

Changing Page Margins

If you’re looking to make the most of the blank space in your document or format your document for printing, you might need to change the margins.

Before doing this, you’ll need to make sure the ruler is visible above your document.

Simply head to View > Show Ruler.

google docs show ruler

You should see a ruler below the formatting bar in your document.

Then, to change the margins of your page, locate the small blue button on the left-hand side of the ruler and slide the button to alter your left margin.

google docs change margins left margin

To change your right margin in Google Docs, repeat this process using the blue button on the right side of your ruler.

google docs change margin right margin

If you need strict margins in your document, click File > Page Setup.

google docs page setup

You’ll then see the following pop-up box where you can change the margins.

google doc page margins settings

If you need the same margins in every document you create, save time and hit Set as Default. This will automatically copy your margin set-up to all new documents.

Changing Page Orientation to Landscape

Looking to change the orientation of your document? Head to File > Page Setup.

google docs page setup menu

Then, select Landscape under Orientation.google docs page setup orientation

If you want all of your documents to have the same orientation, press Set as Default.

Adding a Text Box

Text boxes are a great option if you’re looking to add an extra visual element to your document. They allow you to position additional text anywhere on your page without altering the format of your existing document.

In Google Docs, text boxes are classified as drawings. You can insert one by clicking Insert > Drawing.

google docs insert drawing

This will open the Drawing feature. Next, press Text Box.

Drag your cursor into the drawing space to create a box that fits your requirements

google docs drawing new text box

Once your box has been created, it’s time to enter your text.

You can change the font, color, and alignment of the text in your box by using the navigation bar in the pop-up window.

google docs new text box drawing

Happy with your text box? Hit Save & Close to insert it into your document.

google docs insert drawing text box this is a text box

From here, treat your text box as an image. Select the image to change the alignment or move the box around your document for ideal placement.

Adding Page Numbers

Page numbers make your document easy to navigate and allow for better organization when printed — you’ll avoid asking yourself, “Does this page go here … or there?”

Add page numbers to your document by clicking Insert > Header > Page Number. Then choose the option of your choice.

google docs adding page numbers

Creating a Hanging Indent

Hanging indents are indents that automatically change the margin of a paragraph without interrupting the format used elsewhere on your page.

Here’s an example:

google docs hanging indent example

To add a hanging indent in Google Docs, make sure your ruler is visible by pressing View > Show Ruler.

google docs show ruler menu

Then, head back to your main document and highlight the text you want to format.

Add a hanging indent by locating the ruler above your document and sliding the blue arrows to your specification.

Slide the arrow on the left side to alter the left indent, and the arrow on the right side to change the right indent.

google docs change indent

Inserting an Image

To add an image to your document, simply put your cursor wherever you want to insert the image.

Scroll up to the top of the page and click Insert > Image.

google docs insert image menu

Choose the image location — there are multiple options that include your computer, the web, Google Drive, or by URL.

Select your image, click Open, and voila! Your image should appear.

For more on this process, check out this page.

Creating a Table of Contents

If you’re writing a presentation or whitepaper, a table of contents is a great way to display each section you’re creating and the page number that it can be found on.

You can insert a table of contents in your Google Doc by ensuring all subheadings are formatted with a heading tag. To do this, highlight your subheading and press the appropriate tag in your formatting bar.

google docs heading tags

As a general rule of thumb, the Heading 1 tag should be your main title. Heading 2 tags should be subheadings, and Heading 3 tags should be sections below a subheading.

Now you’re ready to create a table of contents. Hold your cursor where you’d like to insert it and click Insert > Table of contents to choose an option based on your preference.

google docs inserting a table of contents

Editing Your Document in Google Docs

Google Docs offers a variety of editing features to ensure your work reaches full potential.

Tracking Changes

If you’re working with another person on your document, you can ask them to track their changes and edits. This will show you who made the edits, when they made those edits, and what the text was prior to their edits.

You can track changes in Google Docs by changing Editing to Suggesting in the top right-hand corner of the page.

google docs tracking changes suggesting

Then, when someone edits your document, any changes will show up in a different color, with a box on the right-hand side to show their name, photo, and editing details.

google docs tracking changes example

You can then browse the tracked changes and accept or reject them as necessary.

Adding Comments

With Google Docs, you and your team can leave comments in any document for each other to view. These are often used as reminders to come back to a specific section, leave more detailed revision ideas, or add URLs to other sites and images for reference.

To do this highlight the word, sentence, or paragraph you want to comment on and click the Add Comment button (the text box with the plus sign inside).

You can then write a comment — or paste a URL — in the comment box. Click Comment when you are ready to post your box.

google docs leave new comment

To edit the information in the box, click the three dots on the right and select Edit. You can also thread comments beneath the original comment by typing in the Reply box.

google docs new comment reply

To get rid of a comment box you can either delete it or resolve the comment. Click the three dots on the right and select Delete to delete the box. Click Resolve in the top right of the box when the issue has been resolved and you no longer need the comment.

google docs comment resolve

If you are looking for more in-depth information on adding and resolving comments in Google Docs, look at this page.

Finding Word Count

Have you ever struggled while writing a paper, report, or blog post because of a required word count that you were trying to reach?

Although reaching a required word count may not always be easy, Google Docs makes the count itself simple.

Once you’re in your document, click Tools > Word Count. (You can also use the shortcut ⌘ + Shift + c.)

google docs word count menu

Google will then display the total number of words (along with the total number of pages, characters, and characters excluding spaces).

google docs word count

To count the words within a specific sentence, paragraph, or page, highlight the text you want to include and follow the same steps above.

Running Spell Check

It’s not uncommon even for professional writers to make an occasional spelling mistake. Google Docs can help all writers with this dilemma.

Run a spell check to locate and correct any errors you may have missed. Think of it as your personal proofreader or editor.

To run a spell check in Google Docs, click Tools > Spelling > Spell check.

google docs spell check

Google Docs will then scan your entire document for misspelled words and grammatical errors. You’ll be given the choice to accept or ignore Google’s suggestion.

If you find that you’re frequently using a word that Google doesn’t recognize, you can add it to your dictionary. This will prevent Google Docs from highlighting the word in future spell checks.

Adding a Strikethrough

In Google Docs you can add a strikethrough by highlighting the text you want to strike and clicking Format > Strikethrough.

google docs strikethrough

Using Google Docs Add-Ons

You can add third-party tools, or add-ons, to your documents. These add-ons contain unique features to help you improve your work in various ways.

You can find these add-ons by clicking Add-ons > Get add-ons…

google docs get add ons menu

Here are a few popular add-ons you may find helpful.

Google Keep

Writing a document that needs supporting data? Install Google Keep to your browser to collect notes, case studies, and references you’re planning to cite. Then, use the add-on to pull them in as needed. You can also edit the notes you’ve saved with Google Keep.

Extensis Fonts

Consistent branding is important, but that can be tricky when you’re using unique fonts. The Extensis Fonts add-on imports thousands of fonts from the Google Fonts library into your document to enhance your piece’s overall aesthetic.

HelloSign

Writing a contract, agreement, or any other paperwork that requires a signature? The HelloSign add-on will help you collect electronic signatures in an easy and secure way.

Translate

Need a translator? Install the Translate add-on to easily translate your content into another language.

Lucidchart

The Lucidchart add-on allows you to add unique diagrams to your document that are easy to design and edit. It’s perfect for anyone working with data or looking for a fun way to display information.

Language Tool

Language Tool makes proofreading easy in over 20 languages. You won’t have to wonder about your spelling or grammar anymore. This add-on catches errors and mistakes no matter the language.

EasyBib

EasyBib is an automatic bibliography generator with over 7,000+ style options, including MLA, APA, and, Harvard-style.

Using Google Sheets and Google Forms with Google Docs

With Google Docs, it’s easy to integrate with other useful tools such as Google Sheets and Google Forms. If you create a spreadsheet or chart in Google Sheets, you can insert that information directly into Google Docs.

With Google Forms, you can create surveys that are automatically saved to your Google Drive for easy access and review from Google Docs.

Google Sheets

Google Sheets is a great option for anyone who needs to build any type of chart, list, plan, or spreadsheet. It is a spreadsheet generator — similar to Excel — and it’s free.

Once you’ve opened Google Sheets and created your chart, you can easily insert it into your document.

Do this by heading up to the toolbar and clicking Insert > Chart > From Sheets. You should be able to view and select the chart you want to add to your document.

google sheets google fonts

Google Forms

Google Forms is a great way to collect information and survey responses. Just go to the Google Forms site and begin creating your form or survey in a matter of seconds.

You and your team can collaborate and select a template from Google’s gallery — or create a unique template from scratch to style it to your taste.

google docs google forms

Google Forms is also free to use and can integrate with software like Asana and HubSpot.

Additionally, all of your Google Forms documents and responses are automatically saved to your Google Drive so you can easily access them while in your Google Docs page.

To do this, click on the Apps icon when you open Google Docs. Scroll down to Forms to find the form or survey you want to open.

google docs google apps menu

One last feature to note is that the people responding to your form or survey can do so on any type of device, making Google Forms a convenient option for everyone.

Get Started with Google Docs

Congratulations! You’re now a Google Docs pro. Whether you’re a marketer or CEO, these tips will allow you to take advantage of Google’s software and create incredible documents of any kind, no matter your professional background.

Google Docs gives you the ability to share your work with as many people as you want, whenever you want, making it a great tool for collaborative teams. It also keeps your life simple by automatically saving any changes to your document to the Cloud … meaning no more stress about losing your work. Lastly, you can work on your documents from anywhere — whether or not you have internet.

With all of these features, you can see why so many people have jumped on the Google Docs bandwagon. Plus, it’s free! Why not give it a try?

Magical Words That Sell: How to Build Trust in Your Marketing

Do your marketing messages make you trustworthy? Are you using the right words and phrases? To explore how words can build trust with customers, I interview Marcus Sheridan on the Social Media Marketing Podcast. Marcus is a renowned keynote speaker and the author of They Ask, You Answer. He also runs a digital sales and […]

The post Magical Words That Sell: How to Build Trust in Your Marketing appeared first on Social Media Marketing | Social Media Examiner.