Lifting the veil on exciting events

One of the particular tools available to a blogger is launching something exciting and new. This could range from; a project, service, product, new way forwards, an experiment, change in policy, theme change, direction change, layout change among many things. In addition you can divulge the details of something you’ve been holding back a long time. Something you’ve only been hinting to subtly or unsubtle for weeks or months.

Lifting the veil on exciting events or hidden secrets

Lifting the veil on exciting events

Image Source: Hazel Holland (link to be updated)


In order to get the most out of this event you should involve some planning. The beauty is that you can have a bit more time over spilling the beans and develop an article that has a bit more substance over a longer period of time. Depending on what you are unveiling, you may also gain some insights (which you can release as tips) and some useful guide based websites which you can either link to or plunder (see my guide to topic plunder for more details).


Capturing the excitement

I think it is often wise to talk up that which you are unveiling. All of the big guns like Pat Flynn and Darren Rowse talk up their changes and that seems to be a winning strategy. Because you invest yourself quite deep into these changes or when new events arise, why not let everybody know what’s happened? Even if it is bad news this may help someone, especially if you try to suggest some way to remedy the problem. You never know what could happen! Your audience might have the perfect answer and are willing to share it with you in the comments, by social media or through email.

The point is, other people don’t know it’s on fire unless you shout about it! ‘it’ being that special something you wish to unveil.


Other uses for being vocal about unveiling something

It helps define some statement of intent. You know what you are going to be doing or how what you have been doing is shaping what you will be doing.

“Whatcha doin?”

Revealing information is exciting, some might see it as a reward for being an avid viewer.


My veil to lift

I’ve always been rather quiet on where I work and what I do, mostly because there are certain stipulations that I must conform to in order to avoid to major areas where my company can be held liable.

I work for Virgin Atlantic Airways in the Maintenance Planning Department and for a whole year the only hint you’ve had of where I work is the image you may see in my About page. That image shows me sitting in the Upper Class Suite in a J class seat.

Virgin Atlantic

Some alignment to the blogging and Entrepreneur world is Virgin’s owner, Richard Branson. He personifies Entrepreneurship so if you wanted to see how to succeed as an entrepreneur you could look at Richard’s rise and see the strides that he has made. It’s all there for the taking, if you know how to take it.

The reason I haven’t spoken about Virgin is that I didn’t want that to shape expectation or provide diversions answering questions from people unhappy with their flights, because really, its not my department. All I do is try and schedule maintenance in the hangar’s when those planes you see flying about aren’t flying and most of the maintenance I plan, is the heavy work, not the broken in flight entertainment or the iPad you lost down the seat back.

There are three restrictions that preclude me from talking in depth about Virgin Strategy or things going on. On an annual basis I am required (as are the rest of the back office) to undertake Anti-Bribery and Competition Awareness. This means that I’m not allowed to discuss anything that could be used to arm a competitor. The fines are impressively large and because VAA have been found to be guilty on this charge at least once, such stern measures have been taken to prevent it.

The third point, not mentioned with my annual training, is in relation to Social Media. My company has a strict policy with regards to defaming the organisation through such mediums as Facebook, Twitter and the like. On 2 occasions within my 10+ years tenure, a handful of individuals have been fired for writing stupid things.

Idle chatter can be costly! Loose lips sink ships as they say.

I’m allowed to talk about anything that has been released in the press. So I can mention about Delta’s Joint venture, about our new CEO Craig Kreeger, and about our new Route to Atlanta starting in October. I can talk about the 787-9 series aircraft (to a point) and about Virgin Atlantic’s 30th Anniversary.

In terms of my blogging adventure, what I can say is that I share an equal priority on Brand considerations. I am also quite aware of the need to have good customer service. If asked which airline I’d pick based on the crew service between British Airways and Virgin Atlantic I would edge towards Virgin every time, that’s not me being biased. I know its better.

Also another key thing to mention is Wednesday at the Base. The Base is the building I work in situated in Crawley, not a million miles from Gatwick Airport. Wednesday is a good day for one particular reason. The cabin crew (predominantly female) are trained on Wednesday and for the male reader, it is a good day. Let me just say. 🙂 It brings a whole new meaning to the words “bird spotting”.

Happy Blogging people!

If you are seeing this badge, this post was created specially in 60 minutes

Needs Improvement 002: Lifting a straggler

Welcome back to another installment of Needs Improvement. If you’ve read the first (which is highly unlikely because only 1 person read the very first) you will know that this post is about re-working those previous articles that hit the Internet floor like a sack of spuds.

This is a task that any blog writer worth their stripes will undertake. I go into detail about what decisions you might want to take to employ it.

The Needs Improvement series involves an important concept.

taok - 001 - kaizenflagKaizen – Everything can be improved

You will also know that this is a Japanese term if you’ve read the first in the series. The Japanese symbol to the right is how Kaizen is represented in Japanese.

The Japanese are good in terms of how they setup their business for efficiency. Train systems in Japan work very effectively and efficiency because every part of the process is micro-managed. Delays are very rare occurrences.

The Japanese invented the term JIT or Just In Time. A manufacturing delivery system that provides the raw components just in time for the next process. This was devised because Japan has very little space to store things as land values are high. Turning around the items in a factory efficiently reduces the need for storage both for the company and any third party supplier.

 To quote greatly from the first piece in this workshop series:

My blog is my production line, my posts are my product.

The post in question

The post that I cast my gaze upon is one of the first that I gave birth to.

Trials of audience building: Generating page views and followers based on potential traffic

  • This post was originally posted on 17th June 2013
  • It was later updated on the 21st October 2013

I gave this post a short keyword of Audience Building somewhat destroying the “potential” of this post going further. The article did okay in terms of attracting some viewing. In total (you may laugh) it attracted 10 views.

I’m not sure on reflection that what it conveyed was valuable. It was too theoretical in scope. Too rhetorical (an unanswered question or a question best left unanswered).

Some of the key saving points for this post were that I came back to the piece and added approximately 800  more words, enhancing its initial reach. I also republicised it through more accepting communities on my social media platform of choice, Google+.

It still didn’t hit the right note. The content should have done better out of the box.

The Post’s DNA

Post length 1412 words.

Structure: It is well constructed but I’ve noticed that some of the paragraphs are quite weighty and it hasn’t been presented in my newer format.

Readability: Needs some work. The ending is weak and doesn’t really ask a question.  The sentence lengths are too long. There are no lifting elements such as quotes or bold elements.

Takeaway value: In terms of use to a reader, in reflection, I would class it as low rent. There aren’t many lists or much to take away from it. It’s not hugely re-readable so its a bit shallow. I need to think more about the audience which is ironic consider the content.

Image use: There are 3 images. There is no standout main image. I am probably in breach of a copyright with Warner Brothers with one image.

Direction: The post is a little confused. It adds some of my anecdotes which is all well and good but it doesn’t have a complete flow. The post has too long a start, too short a middle and too weak an ending.

The verdict

In Needs Improvement on NI001 I gave myself two options. Fix the existing or Re-Bake. I give myself the same option here.

I think that re-working the old post would actually involve re-writing most of the content anyway so its door number 2.


I enjoy the re-bake process for two reasons:

  1. I already know what the content is, so feel confident.
  2. I know that this post will do better than the previous.

There is a bonus reason:

  • I can make the post more open ended so that it can be updated more thoroughly.

The Process

  • Re-Write the content.
  • Involve a community for some collective aid.
  • Finish the work and publish.
  • Publicise.


The results will be displayed 1 month on (approximately from the launch of the re-baked article). Check back for more information.

8th January Update

Audience Building: 5 steps was published today. No initial views recorded.


Related Articles: