I began to feel that the real topic under consideration was not how hard these concepts are to understand, but how willing people are to understand them. I suggested to my partner that the real issue might be getting people to care, and admitted that I’d not come up with a way to do that. He said he thought that he, himself, might care more if someone could just explain it to him better. I asked whose responsibility that was, and he replied that he didn’t know, but he had to get busy with his day.

The point of this story is not to point a finger at my partner, nor at his parents or our friends, who after all, believe in their hearts that they are caring people. I, too, have trouble getting myself to wake up another day and care, focus on the problems that humanity should be solving, and try to muster up both the wisdom and the time to do something positive for the present and future beings of the planet. In my heart, I care tremendously, but in my daily life, I struggle with the same mundane and habitual battles that face everyone else I know.

Why do we go on like this? Why do we care so little, when we mean to care so much? This is a simple  question, made complex by our vast ability to use rationality to support whatever we want to do. The fact is that there are many things to care about, but there is only so much caring to go around, and we all know, deep within our bones, that our time here, in this life, is short–perhaps *very* short. Of course we want harmony in the world, but when it gets right down to it, we also want a lolipop. We service this more direct desire for the symbolic and tangible “sweet stuff” in life by being incredibly broad and vague when it comes to our definition of “doing good,” or “doing our part,” in the world.

Gestalt psychologists have pointed out that “responsibility” is not an elective, but something each of us owns a chunk of, whether we like it or not, and, more importantly, whether we acknowledge it or not. But what does this mean? It means, most basically, that whatever I think, do, say, or feel, as well as whatever I choose to ignore, has an impact on the collective. So if I say a care about my health, but, for whatever reason I might come up with, I choose to go ahead and grab a burger at MacDonalds for lunch, then, whether I consciously know it or not, I am giving my body something unhealthy to work with, and actually working against my own health that I claim to care about.

By the same logic, the ownership of responsibility means that I can talk all day about how much I love wildlife and forests, but the moment I eat that burger, I have pledged my allegiance to Monsanto and a handful of other large corporations that feed the burger mill at the expense of multiple thousands of football fields worth of rainforests all over the world. My little piece of the shared collective responsibility in the world can and does make a difference–not because my avoiding McDonalds could ever hope to single-handedly stop the destruction of rainforests, but because it simply is what it is: a piece of the total responsibility shared by all living beings.

Contrast this to a tree. According to the Gestalt principle of inherent responsibility, a tree is also responsible. What does the tree do with its responsibility? Well, it starts, as a seed, by reaching into the earth and depleting the soil of some water and certain nutrients that it needs to survive. Okay, so far me and the tree are even–we are both depleting our environment. But then it puts out a couple of leaves and immediately starts accepting the shower of photons the sun casts upon it, and turning their energy into nutrients, which it later sheds to ground in the form of leaves, thus giving back effectively more than it took in the first place by the time it reaches the end of its long life.

Trees use their share of the responsibility to do “good” for life, in the life-centric view of the world. And I believe that they got this way by being around for a really, really long time. In other words, trees evolved to be smart, in their bodies and in their actions, because this supports their future existence.

Perhaps we humans have not yet earned the power to make energy from sunlight using nothing but our own bodies and a little starting energy because we simply have not been evolving long enough–we lack physical smarts. But we have other tools that the tree does not have–a brain, and the capacity to bond emotionally to our surrounds. These tools could work in our favor if we were able to acknowledge our responsibility in the context of the greater collective, and that the only winning solution for our own future is to, like the tree, give back more than we take.

Just as the tree converts the sun’s energy to nutrients in the soil and oxygen in the air, we must learn to convert our abilities to think and to bond emotionally into tangible gifts we give back to the earth. If I am going to make a difference, I have to apply my mind to understanding and my heart to caring every day, just as the tree turns its leaves to the sun every day. And then I have to act continuously, habitually, in ways that reflect my informed understanding of my own piece of the collective responsibility. There is no shortcut to caring. There is no little bit that’s okay to give back. If we want to go on as a species and a biosphere, we have to give back more than we took. We have to act at least as responsible as every tree on Earth.

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Production houses are wonderful for telling your graphic artist how to lay out your booklet in one of their formats, but they are not the people to bug for info on what kind of content and how much should go into the booklet itself. Your graphic artist will want to focus on making the content you give to her fit into the space you want it to take, making the booklet aesthetically pleasing to look at, sending your visual-musical-entertainment message to your prospective buyers, and keeping all that within budget. And speaking of budget, if you have enough money to hire a professional writer (a very good idea if you want your CD to look professional), even the writer will be expecting you to provide him with the content to write up! Hey! Who is gonna take on the job of figuring out what goes into the booklet?

The short answer is: you are.

But where to begin? That’s what this article is about. What information do you need for your liner notes? What goes on the front cover? What about the back cover? How many pages should the booklet be? While all of these items are a matter of choice, and extremely flexible, it helps to have a way to organize your thoughts. You don’t want to be hitting yourself in the head later, when the CD is all produced and a friend quietly points out to you that you forgot to include the title track in the song list. It might sound unlikely, but these kinds of omissions and errors happen all the time.

Not to fear. We have put together a list of guidelines to help you find your way through this critical aspect of your professional CD publishing project without missing anything, small or large, and then to sift it down to what matters most.

Gather—the First Step

Gather the information. The following guidelines are designed to help you compile the information for your CD liner notes. If you don’t have all of the information, or don’t want to include it all, that’s fine; just use these guidelines as a checklist so that you don’t miss something you would have wanted to include. Later, we will look at how much you want to keep and why. Here, we begin by gathering everything you might want. Put together a file–either a physical folder, or better still, images, and notes you take on your computer, in a directory you can copy easily to a data CD. Include:
Basic Info
CD Title & Artist

• Ordered list of songs (your writer or artist will need to know what order your songs are in on the CD), with track times for each final cut
• Credits—producer, engineer, sound studio, cover design, photographer(s), writer(s), etc.
• Lyrics—of all or any number of songs; particularly of original material
• Instrumentalists/instruments per song
• Vocalists per song
• Copyright info per song (names of songwriters, at least)
• Artist’s discography
• URL or email address of artist (preferably a website address)

Basic Data

• Any photographs you wish to use, with a list outlining your preferences for choice, cropping, etc.
• Any design concepts/sketches you have in mind, unless already discussed with your artist
• Any other images you wish to include (paintings, etc.)

Song Roots, Stories, Esoteric Stuff

• Inspiration—what inspired you to choose (or write and choose) these songs?
• Personal account—by either you or someone in the industry who will promote your work. Is there a story behind the title, any of the songs, or the making of the CD, or a particular show or event that inspired the CD?
• Biography of artist—something about you, the artist(s)
• Dedication—any thanks or credits you have (other than technical)

With the notable exception of song titles and people’s names, don’t worry about spelling, grammar, or even writing finished sentences at this point (oh, and except for personal accounts by industry experts, which should only be cleaned up and not rewritten)—especially if you have a writer. The important thing is to get the information down. Writers and designers need content to do their work, so just focus on making sure you include all of the things you want to say, and don’t worry about the right way to say them. You are of course free to be as creative as you want, though, so just relax and have fun.

Refine—the Second Step

Hone it down. This is where you should enlist the help of your insiders: friends, your graphic artist, your writer, and any professionals in the industry who have the time and inclination. But before you do, be nice to them by thinking through the process the first time around on your own. Look at the CDs of other artists in your genre, and don’t slavishly follow their lead, but try to ask yourself why they included or excluded various items from their CD booklet. Weed out anything that seems too maudlin, or overly self-indulgent. We live in the age of need-based marketing, so try to imagine what your audience will actually need from your CD (if you don’t yet have an audience, you will have to imagine them, too). Get rid of the excess and save only those items you rightfully cherish, because you know your audience will be made happy by them.

Then use the knowledge you have gained in the process to determine where within the booklet each item you have remaining belongs. Usually the front cover contains only images, title, and principle artist, for example, but sometimes a highlighted guest artist will help to sell your CD, so you might add a callout with their name. The back should have your track list, copyright info, website, bar code, and some graphical elements, at the very least, but not much more. You might also feature the logo or info for your recording studio on the back cover. Everything else goes somewhere inside. You decide.

Once you’ve got it narrowed down, go to your list of insiders and ask them for their take. Show them everything you have and see what they think you should get rid of or add back in. Write down their advice and then think about it for a few days. You will know what to do by then, so just make your changes.

Package & Meet—the Third Step

Bundle it all together and meet with your creatives. This is the point at which you will have to decide once and for all just how many pages will be in that booklet. Talk to your creatives and make sure they understand your goals. If your budget is tight, work with your writer to cut away more verbiage—a good writer can often cut your verbal content down to as little as a third and still keep the essentials, if that’s what you end up needing. Be clear with your graphic artist about how small the type can get, what needs to stand out, how much and which text/graphics per page, etc. The writer and artist should be able to raise any major flags at this point if they see a problem. Collaborate. They are trying to help you succeed, so let them do what they do best. Listen.

Proof—the Final Step

This might actually be two steps. If you have a writer, you, and possibly the artist will need to proof the textual content prior to the design phase. This is the time to proof the liner notes for mistakes or major omissions. This will be an important time to make sure everything reads the way you want it in your CD package. Go over all names first; then go over titles; and then, finally, go through the rest of the text. Try to read what is actually there, and not what you expect to see. This will help you to catch the errors, if they exist. Once the design is complete you will have only one more chance to correct errors, so take this step seriously.

When the textual content is perfect, and the artist has completed the design mockup, proof the design. This will be your last chance to fix any typos or minor issues. Make sure your artist understands exactly what you want to see. Most artists will be happy to get this kind of detailed instruction, because it saves them having to redo your design when you decide later it wasn’t really what you wanted.

Breathe a Sigh of Relief

If you have followed through on each item in your process using these guidelines, you will have come up with the very best CD booklet you possibly could, and that is no small accomplishment. If you think the old adage not to judge a book (or CD) by its cover is true, well that’s not the way of the world. Just look at how you, yourself choose books, CDs, and other products—the packaging either works for you or it doesn’t, and that is the deciding factor on whether you look further.

Using these guidelines you should have been able to relax, have fun, and do it right, without worrying about missing something or making costly mistakes—and that will take you a long way toward rocking your audience, which was what you wanted all along, right?

Does Your Website

• Embrace change?
• Perform for your business?
• Deliver quality?
• Add value?
• Reach out to your audience?

If your website delivers on all counts, congratulations; you are sitting pretty. If it’s performing most of these functions for your visitors, but not all of them, it may be time for a strategic face lift. You can integrate one or two critical functions into an existing website fairly easily without disrupting the visitors’ sense of place. However, if you are missing most or all of this functionality, then it’s time to start planning for a complete redesign. But how do you know if your website performs or not? Simply put, you look to what your visitors can get out of your site. Visitor value is the most basic litmus test you can perform on your site, and should be the starting point for any re-evaluation you perform.

Web Visitors Want

• Easy and intuitive navigation
• User-centered organization (simple, directed)
• User-centered interactivity (a way to make a difference)
• Secure, interactive product or service ordering
• Easy access to you (contact, auto-response)
• Saved user data (registration, favorites, etc.)
• User-added value (socio-consumer networking)
• User notification of special offers (emailings)
• Easy access to relevant information
• Form follows content (no technology religion)
• Fast page loads (optimization)
• Easy to find (properly indexed with search engines)
• Easy to search (good organization and site mapping, or indexing)
• Added offerings (reasons to come back)
• A sense of place that answers their particular needs

Once you have established where your weak points are from the visitor’s point of view, it’s a good idea to evaluate each of the critical functions separately. The following sections should help, whether you are face-lifting or getting a whole “new face.” Make sure at the end of the day you have addressed each of these ground-level components.

Embrace Change

Plan for your long-range goals. Effective Internet marketing is a moving target. How people use the web is changing constantly and those hoping to attract and maintain business through a website must be prepared to change with their visitors’ growing expectations.

Your business is growing, too. A site redesign is an opportunity not only to reach out to a broader audience, but also to realign your company or professional goals and vision with the image you project, organizing your site to communicate that vision to both local and far-flung visitors and to achieve your goals.

A full redesign is not like a face lift because it is a new creation—a platform that reflects your growth as a business and the growth of your visitors as web users. You are not who you used to be, and this is your chance to ask the questions: Who are we today? And: Who are we on our way to becoming?

Plan your design around the answers to these central questions and you will ensure the longevity of your website.

Make Your Website Perform

A high-performing website is your most valued employee. A performing website:

• Is organized to accomplish visitors’ goals
• Provides service and security
• Draws in visitors
• Provides reasons for visitors to return
• Encourages sales
• Is optimized to load quickly
• Is easy to view and navigate
• Sells what you want to sell
• Reaches the people who want your services and products
• Incorporates user feedback and statistics
• Is easy to update
• Is up to date with web programming standards
• Increases your bottom line
• Delivers Quality

A well-designed site imparts a lasting positive feeling about you and your business by delivering quality. A quality website:

• Makes an instant impression—paints your brand
• Engages visitors’ emotions
• Creates a sense of place
• Respects visitors’ time
• Integrates color, graphics, and content to tell your story
• Provides current, accessible, and relevant information
• Leads visitors on an intuitive interactive journey
• Answers the needs of specific customers
• Reflects the values of your intended visitors
• Is spacious and uncluttered, with a single mission for each page
• Communicates clearly, concisely, and legibly, with no errors
• Adds Value

Be personal. Develop and enhance a sense of relationship. There are too many choices in this world and most of us are constantly weeding out whatever we can to make our lives manageable. Basic needs drive our choices, and at the heart of these is the need for connection.

Use your site to bring your business into direct contact with the visitor and create a positive experience that visitors will associate with you. If you can save them from having to deal with unknowns, or having to make more choices, you are helping them in a deep and powerful way, and this creates a relationship of trust.

Enhance that positive experience by freeing your visitors’ senses, creating space, and a visual design that relaxes them, or appeals to their sense of beauty. Give them relief from the chaos of life. Choose a reasonable set of expectations to deliver on, and then deliver.

Create community to build the relationship. Give visitors a chance to add something to your website that others can see, making them part of your community. Blogs, polls, surveys, guestbooks, and user reviews of products and services are all excellent ways of building user-shared interactivity into your site, while deepening the personal connection.

Reach Out

You can create your visitors’ dream web experience, but if they can’t find you, it will all be for naught. It’s not actually their job to find you. Rather, it is your job to help them find you, to lead them to your door with properly posted signs. The days of luring customers with advertising are over. Today’s best advertising focuses simply on helping people solve problems. Make sure your advertising leads potential visitors to specific solutions.

The same goes for your search engine optimization (SEO): this is the effort you put into matching search engine results to the solutions you offer, and it can make the difference between success or failure of a sight. Paul Montalvo, of Adviseo, breaks this important function down into ten top strategies everyone should employ:

Although the concept of search engine optimization can be somewhat complex, there are a number of basic search engine optimization techniques you can use to improve your organic search results. Keep the following in mind when trying to achieve top rankings for your website.

Meta Tags. Meta tags are simple lines of code at the top of your web page programming that tell search engines about your page. Include the title tag, keywords tag, description tag, and robots tag on each page.
Create and update your sitemap. Developing a sitemap is a simple way of giving search engines the information they need to crawl your entire website. There are plenty of free software packages on the web that can help you generate a sitemap. Once you create a sitemap, submit it to Google and Yahoo.
Ensure that all navigation is in HTML. All too often, navigational items are in the form of JavaScript. Even though navigation technically still works in this format, it’s not optimized. Create your navigation in HTML to enhance internal links throughout your website.
Check that all images include ALT text. Your image’s alt text is spidered by search engines. If you’re not including your keywords in alt text, you’re missing out on a huge opportunity for improved search engine result placements. Label all of your images properly.
Use Flash content sparingly. Content generated through Javascript or Flash is a big no-no. Some webmasters like to use Flash because of the presentation. If you must, use it sparingly, but only after your site has been properly optimized with basic search engine optimization in mind. [added comment from Leha: Today you can also use Flash content that is optimized for SEO. Be sure to ask your web developer about this newer option.]
Make sure that your website code is clean. Keep in mind when optimizing a web page crawlers are basically only looking at your source code. When programming your web pages, having W3C compliant code can make all the difference. Run your code through a W3C validator before promoting.
Place keywords in your page content. Search engines scan your website and web pages for keywords. Shoot for a keyword density of between two and eight percent. Google likes your page to be at the lower end of this scale and Yahoo at the upper end.
Submit your website to search engine directories. It’s always a good idea to let large search engine directories know that you’re out there. Submit your website URL to directories like Google, Yahoo, and DMOZ.
Build links to your website. Consider building a link exchange program or create one-way links to your site using articles or forum posts. All major search engines value the importance of your website based on how many other websites are linking to it.
Learn the basics. Learning to optimize your website for search engines takes time and patience. Start by applying basic search engine optimization principles. If you’re new to website optimization, or even a well seasoned veteran (such as Adviseo), begin by prioritizing which pages are most important to you and go from there. Soon you’ll find yourself moving up the rankings.

Putting it All Together

Once you’ve considered all of the aspects of site design and maintenance, prioritize your tasks and timeline based on what your visitors will need and expect most. You can learn a vast amount about your visitors by studying your page stats, so don’t forget to do that. Try to think like one of your visitors, and then anticipate their next need. You will be amazed at how quickly you can gain momentum just by adding or updating the next most important functionality consistently. Set aside the time and budget to implement updates and add features regularly, as needed.

Finally, have fun. There is a natural relationship between having fun and creative productivity. This is why musicians don’t “work” guitars—they PLAY them. Integrate your passions into your site and you will maintain it better, as well as attracting visitors that inspire you further!