Tag Archives: Content (media)

OPINION: SHARED PERSPECTIVE

(unabridged version; orig. published in NOR OR Jan. 2015)
First of a five-part series
By John Perron & Tamar Poladian

When two people from entirely different nations, cultures and community lifestyles meet, they can expect to have many opposing viewpoints. When they join in marriage… they expect to turn their newly shared heart and two separate views into one shared perspective. This is an approach that works regardless of the details, and in spite of the past – in spite of what others may prefer. It is also true within the community.

Husband from a small town in Midwest America is a Democrat. Wife from a big city in Egypt is a Republican. Both move to Los Angeles and find each other, get happily married and are joyfully blessed with many children. The differences shrink in light of the joint responsibilities and common dreams. It is this basic notion that drives us to create a better place, a better life and a better community. We have never had even one political disagreement. How can this be possible? Simple – because we hold to the solid principles of bipartisanship. A liberal Republican and a conservative Democrat are, after all, both centrists. In the “good old days” of American politics there were liberal and conservative wings in both parties – although you would not know this by listening to the latest (and loudest) news stories or hearing others argue about who is right and who is simply trying to ruin everything (and be the loudest).

Well, this husband has one deaf ear and has elected to turn the deaf ear to this fracas. This wife has chosen to continue the legacy passed on from her father, Dr. Artin Poladian, and together we bring a shared perspective from both sides of the world and from both sides of the table by speaking our mind. During a recent campaign for Los Angeles City Council, it became apparent that the members of the greater community have much in common and that most of them feel that they are not being heard by their leaders. Sometimes, it is hard to be heard when we come from such divergent beginnings and have led such different lives. But, we believe with all of our heart that common ground exists, and it is too often ignored because most of the attention is given to the fighting and the fighters.

When someone looks at John and inquires, “You’re not Armenian… are you?” The answer is always the same, “My wife is Armenian. My children are Armenian. We are an Armenian family.” And he is the husband. If you check the definition of husband and husbandry, you will find it has the function of caretaking and defending. It means leading with only good intentions. Animal husbandry means to care for and shelter animals. The same is true of community. To care for and shelter members of our community, we must bring together the political parties and listen to arguments from all sides. It is important not to shut out or shut up opposing voices. If what we say has any strength and truth, no amount of talking or written words will make it untrue, so listening to another opinion cannot hurt.

In the election campaign, there were a number of issues that were raised time and again – Neighborhoods being taken over and redeveloped with residents getting pushed aside and ignored; Public schools not being equal across the financially and culturally diverse districts; Charter schools with hidden agendas.

In the Armenian neighborhoods, certain questions and conversations have been held over from earlier elections and arguments; Why do we seem to split our own vote so often? Who will be our voice? Why should I contribute to political campaigns if I don’t live in the district – or the city? We should have more influence in the world of local and statewide politics. We should not be fighting amongst ourselves.

There are some solutions. Not every solution is perfect and certainly will not satisfy everybody. But, that is not a reason to continue fighting amongst ourselves without reaching accord. This series of articles is intended to give voice to those with mainstream and opposing viewpoints and to suggest some solutions, such as intelligent redevelopment projects in Little Armenia and East Hollywood that include Armenian property owners and business persons so that they can share in the profits. It is time to form a new stronghold for Armenian Americans in California.

Perhaps the local Southern California Armenian political parties can caucus and agree to back the same candidate(s) so that we are properly represented (other qualified candidates will get their turn – when the time comes). Maybe, just maybe, we can also join together to create influence and to shape our own destiny by choosing the right leaders from inside and outside the Armenian community who will band with us and remain loyal.

Our initial solution to these questions and concerns is that we are forming a bipartisan Political Action Committee (PAC). Our voice will be heard. It is certain that not all will agree because dissent is necessary for liberty. It is also certain that in order to forge greater liberty and more excellent freedom, bringing such issues to light is preferable to keeping people in the dark.

John Perron is a political advisor and consultant for nonprofits and business enterprises, Real Estate sales/broker, investments and syndication. John was a candidate for Los Angeles City Council in 2014 and President East Hollywood Chamber of Commerce 2012-2014.

Tamar Poladian Perron is an attorney, a member of the Glendale Community Police Partnership Advisory Council and Glendale Police Advisory Council. Tamar was a Field Representative and Armenian Community Liaison for Los Angeles City Councilman Michael Woo, 13th District, and a former member of the T.C. A. – ArshagDickranian Armenian School.

John and Tamar Perron

John and Tamar Perron

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Filed under 2015 primary election, Armenian, Attorneys, California, Chamber of Commerce, East Hollywood, East Hollywood Chamber of Commerce, election, Hollywood, J.P. John Perron, L.A. City Council, L.A. City Council District 4, Los Angeles, Los Angeles election 2015, Perron Law Group, Politcal Action Committee, Politics

FORMER COUNCIL CANDIDATE JOHN PERRON ENDORSES STEVE VERES FOR CITY COUNCIL

FOR IMMEDIATE RELEASE
January 21, 2015

Los Angeles, California – East Hollywood Chamber of Commerce President and former Los Angeles City Council candidate John Perron endorsed Steve Veres’s campaign today.  Perron, a Toluca Lake business owner and resident, announced his own campaign for the 4th Council District in January of 2014, but dropped out of the race prior to the close of candidate filing in December.

“I enjoyed my time on the campaign trail and the many new friends I made,” said Perron.  “After examining all the candidates, it has become obvious to me that Steve Veres is the best positioned to deliver results for local neighborhoods and make needed reforms at City Hall.  Steve Veres has the family values and focus that I hold dear, and I am certain that he will deliver the best qualities of a proud father, good neighbor, and a confident leader that our city deserves.”
Perron works as the managing director of SVN Renewable Energy Group and a commercial real estate broker with Sperry Van Ness.  He has served as the President of the East Hollywood Chamber of Commerce since 2011.  He and his wife, Tamar Poladian Perron, have lived in Toluca Lake since 2007 where they are raising their three young children.
A Los Angeles native, Steve Veres attended Loyola High School and earned his undergraduate degree from UCLA.  He has worked as a college instructor, a journalist, and news editor.  Steve currently serves as an elected Trustee on the Los Angeles Community College District Board and as the Los Angeles Director to State Senate President Kevin de León.
Contact: Derek Humphrey
 
Contact: Brian Van Riper
Steve Veres

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Filed under 2015 primary election, East Hollywood Chamber of Commerce, election, Hollywood, J.P. John Perron, L.A. City Council, L.A. City Council District 4, Los Angeles, Los Angeles election 2015, Perron Law Group, Politics, Steve Veres

How to Market A Law Firm: Writing Engaging Content

by Nicoleas Mayne  

Content truly is king in the marketing world, and attorneys and law firms should always be focused on creating fresh content that prospective clients will actually want to read. All too often, I see law firm webpages that have either incoherent content that doesn’t add any value to me as a reader, or keyword stuffed content that doesn’t read fluidly. Your content should draw readers in right away and sell them on your knowledge before selling them on your practice; demonstrate why you have value before telling the reader you have value. Calls to action can be very effective, but if the content behind those calls has no weight, why would the reader hire you?

Write First, Optimize Later. When creating web content, many attorneys have their marketing director or SEO consultant’s voice in the back of their head. Content written with SEO on the mind often comes out dry, keyword stuffed, and hard to read. A 1000 word page of content doesn’t seem long when well-written, but rigid, systematical content gets old after about 20 words. Write your content first, then worry about optimization when you edit.

Identify your target audience, and treat each page like an initial consultation with that audience – show them what you can do, leave them wanting more, then reel them in. When you go back and proofread your content, let those voices you had blocked out begin to influence you. You’ll begin to see consecutive sentences using the same words, you’ll see opportunities to use keywords and key phrases effectively, and you will be able to optimize the page without taking away from its natural flow.

Write Relevant Content. Page relevancy is huge for multiple reasons. First, if your content isn’t relevant to the reader, why would they want to work with you? Don’t mislead your readers by adding words to titles and headers that you don’t intend on covering in-depth throughout the content. If you find yourself wanting to put multiple topics into one title, write two content pages instead.

Secondly, Google knows what you’re up to, and they don’t take kindly to it. If your content isn’t relevant to your readers, if it doesn’t add any value to them, your search rankings will plummet. A lot of lawyers think they can get away with writing generalized, wordy content that uses a lot of keywords but never gives the reader anything relevant and useable. When I work with these lawyers, they always ask “Does Google really know what’s on my page? Does Google really know what readers want? Does Google really know if my titles and headers match the content below?”

 

Perron Law Group

Perron Law Group

 

Anytime you find yourself asking “Does Google really know…” stop and assume the answer is yes. Google knows the name of your dentist’s dog and what you had for dinner last Tuesday. Google knows if your page is relevant to the people who are reading it. And Google will crack down hard on you if your content isn’t interesting, engaging, and relevant.

Find a Superstar Writer. Not to devalue search engine optimization, but writing itself is all too often overlooked. You need a creative writing whiz, someone who can capture the tone of your firm, draw in readers from the first paragraph, and connect with hundreds or thousands of visitors per day in a way that to each one feels personal. Rather than finding someone who understands SEO and trying to teach them to write, find a writer who can put the perfect words down on a page and either learn to edit-in optimization, or find a secondary SEO specialist to work with what your writer gives you.

Creating content that readers will appreciate will soon become one of your best marketing tools. If you wouldn’t read it, don’t write it, and certainly don’t publish it on your firm’s webpage. And don’t go it alone – if you can’t find a content writing star within your firm, there are plenty of experts who can help you improve your site while teaching you how to write great content on your own.

 

 

 

About the Author

Nicoleas Mayne

Nicoleas Mayne

Nicoleas Mayne is the founder and owner of Mayne Marketing, an agency specializing in law firm content, articles, blogs, SEO, design, and more. With clients from Northern Canada to Thailand and Singapore, Mayne Marketing has become an established force in law firm marketing and online client attraction. Originally from Grande Prairie, Alberta, Nic now has bases in Canada, as well as in the Los Angeles area. Top ranking law firms in California, Michigan, Arizona, Pennsylvania, and throughout North America trust Nic to deliver high quality SEO content, innovative social media management, creative logo designs, effective PPC campaigns, and other marketing strategies. Nic has also worked on federal government contracts, with high-traffic sites including eHow and LIVESTRONG, and for top businesses in travel, service, petroleum, textile, and B2B industries.

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