The Quick Tips for Unleashing the Writer Within!

May 23rd, 2011

Susan Crossman asked:




American journalist Gene Fowler spoke for many of us when he sized up the challenge of writing by saying it was easy - “you just stare at a piece of paper until drops of blood form on your forehead.” It sure doesn’t help to know that Fowler was a pro. Writing should be easy for someone like him - shouldn’t it? Truth to tell Writer’s Block hits people who do this for a living too. I’ve spent many a sullen afternoon nursing cups of cooling coffee because the words stayed belligerently away.

Why?

In my case it’s usually because “Information Underload” had a date with “Low Motivation”. Although I don’t have a perfect solution for either problem, when I solve one, the other generally slides into place. Interested in some quick fixes? Here’s what I do:

Revisit your research and figure out what’s missing. If you have enough information a document should almost write itself but if you’ve been a little on the lazy side you might not have enough source material to get the job done. If you start the job with way too many details, rather than not enough, you’ll have the luxury of choosing the best when it comes time to fit the pieces together. Prioritize the information. Some of it is more important than the rest. If it all seems pretty much the same then you haven’t thought enough about what you’re writing. In a perfect world, you lead with your strongest point and that point should just jump out at you from the masses of information available and holler for attention. And WHY are you writing this piece? Be clear on what it’s supposed to do for you or your audience and you can tackle the job with more conviction. Give yourself a deadline with teeth. If a written piece needs to be done “sometime this spring” it’s a friendly task utterly lacking in urgency. Give it a deadline on your calendar to make it real. Give yourself a consequence for non-completion or a promised treat for success. I know it sounds childish but sometimes my subconscious mind will drag its heels and play with gum wrappers in order to stop me from writing. Sometimes the antidote is to either decide on a penalty (no checking emails until it’s done) or a treat (half an hour on Facebook when it’s finished).

I don’t know what our friend Mr. Fowler did to ease the strain but I’m always looking for new ways to keep the train of thought on track. Most writers I know can procrastinate with genius but at some point we realize that if the work doesn’t get done the bills don’t get paid. Now that’s motivating!

Caffeinated Content

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A Freelancer’s Take on Marketing

April 26th, 2011

Susan Crossman asked:




Although marketing is often poorly understood it’s probably one of the most fundamental issues businesses face today and as a professional writer I spend a substantial amount of time crafting materials businesses need to promote their products and services. It’s fun work and can be very creative but it’s also highly disciplined and complex, and one of the reasons I’m still in this business is that it is absolutely fascinating.

But what is marketing?

The definition I like best is this one:

“Marketing is the range of activities required to funnel potential clients into the sales process.”

The opportunities for marketing a product or service are limitless; business owners today can advertise, network, create web content and brochures, develop email and newsletter campaigns, sponsor events, develop PR campaigns, activate a social media presence and run themselves ragged trying to get their business and their message in front of people who might buy what they’re selling.

The problem is that time and money are usually limited and choices must be made.
How do you do that?

It’s always a good idea to get the detailed advice of a marketing expert to help create a marketing strategy that will keep your efforts on track but if you’re stalled at the “on-ramp”, here are three basic steps that might help focus your thinking, no matter what business you’re in or how long you’ve been around.

1. Know exactly what you offer. Getting clear on your brand identity and the product you offer is critically important in the drive to attract the right kind of attention. You need to know how your product or service is special and what problems it solves for customers so that message can be delivered in any written documentation you create.

2. Know your audience. Who is most likely to benefit from your product or service and what do you know about them? Knowing as much as possible about your target audience helps you create an approach, an offer and a marketing channel that speaks directly to the people most likely to buy from you. And if you know who you’re targeting, you can filter every marketing opportunity that comes your way by asking if it brings you closer to your target audience or distances you from it.

3. Know your goals. How much revenue do you want each product you offer to deliver this year? Knowing the answer to that question will help you balance your marketing investments and keep you from spending too much time or money promoting low-profit products or services that have only made it as far as your “B” list.

Some people find this type of analysis tedious and it can take a lot of deep thinking to come up with the information a writer like me likes to have on hand before starting to craft copy. The benefit of doing the work, however, is that you are able to present your business in a professional and appealing fashion that positions your organization ahead of your competition and top-of-mind with consumers.

Create a video blog…instantly.

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