"Do not let what you cannot do interfere with what you can do."
John Wooden (American basketball and coach)
For writers I'd say. 'Do not let thinking you cannot write a novel, let you stop writing a sentence.
Showing posts with label Eileen Parr writing mentor. Show all posts
Showing posts with label Eileen Parr writing mentor. Show all posts
Tuesday, 1 May 2012
Saturday, 21 April 2012
Inspirational quotes for writers
"I think that the practice of writing every day was what made me remember that writing doesn't have anything to do with publishing books. It can be totally separate and private -- a comforting thought. If you can make that distinction in your head, you can write just the way you always did, even after you start publishing books."
Nell Freudenberger author of The Dissident
Nell Freudenberger author of The Dissident
Monday, 16 April 2012
How do you start to write?
For the last few weeks I've been planning some videos. Sounds as if I'm planning War and Peace or something!
That's not it. What I'm hoping to do is allow three people I know through my business or other writing activities talk about writing. Plus a couple of videos with me talking.
The important thing I want to get across is how possible it is for someone to do it. Someone who may be hesitating on the brink with an idea or even half an idea for a story, a business how to or a grand sweeping novel about of a family.
Why am I doing it when there is so much other stuff out there on writing? Why go to the bother of it?
Well it's not because I want to see myself on screen especially. And it's certainly not because I think I have the only way to to succeed in writing.
It's because... someone encouraged me. More than one person. Every day I found something to inspire me when I was thinking, 'can I do this?'
So I know that the influences come from many places and people. A quote here, a chapter of a book, or a video.
And what I know, having gone through it, is how fragile that first impulse can be without support. Like the tender shoots of spinach pushing through in my conservatory.
What we don't need at this point is someone to tell us how hard it is to get published, how difficult a writer's life can be, how many other people have done it all.
Heavens, don't we know that already? Isn't that what's stopped us doing it before? It took me till my forties to shrug off my English teacher's criticism that I wasn't good enough at English to take an A level.
So wet blankets are out. Soft warm fleeces are in.
It might be that somewhere out there, someone hears my contribution and it makes a difference to them. To the way they think about writing.
And most important - starts them writing. That's why I'm bothering.
That's not it. What I'm hoping to do is allow three people I know through my business or other writing activities talk about writing. Plus a couple of videos with me talking.
The important thing I want to get across is how possible it is for someone to do it. Someone who may be hesitating on the brink with an idea or even half an idea for a story, a business how to or a grand sweeping novel about of a family.
Why am I doing it when there is so much other stuff out there on writing? Why go to the bother of it?
Well it's not because I want to see myself on screen especially. And it's certainly not because I think I have the only way to to succeed in writing.
It's because... someone encouraged me. More than one person. Every day I found something to inspire me when I was thinking, 'can I do this?'
So I know that the influences come from many places and people. A quote here, a chapter of a book, or a video.
And what I know, having gone through it, is how fragile that first impulse can be without support. Like the tender shoots of spinach pushing through in my conservatory.
What we don't need at this point is someone to tell us how hard it is to get published, how difficult a writer's life can be, how many other people have done it all.
Heavens, don't we know that already? Isn't that what's stopped us doing it before? It took me till my forties to shrug off my English teacher's criticism that I wasn't good enough at English to take an A level.
So wet blankets are out. Soft warm fleeces are in.
It might be that somewhere out there, someone hears my contribution and it makes a difference to them. To the way they think about writing.
And most important - starts them writing. That's why I'm bothering.
Friday, 6 April 2012
Writing your book: Why do it?
All professions are overcrowded. If you meet five people at a networking event supplying the same service, the odds are they'll pretty much tell you the same things.
Ah but the fifth time when your heart is sinking to have to listen again, the person in front of you suddenly produces...
A BOOK
What do you think your reaction would be?
Dismiss them as only another supplier? Or would something subtle start to happen inside your mind?
Would the word 'EXPERT' start flashing up in neon?
Of course on a level playing field, each person has something to offer, and it may be that you prefer the personality of one of the others. Mm yes but what about that book.
Especially if inside the book you read some reviews from organisations or individuals with status. What then?
To widen the field, how about the 'experts' wheeled out in the media when soundbites are needed? We're probably safe in betting many of them have written books.
Yes there are millions of books published. Yes it takes effort on your part. Having helped several people write books, it isn't done without some effort.
But... if it leads to you becoming one of those experts, wouldn't it be worth it?
Only you can decide.
This post is based on an extract from The Writer's Little Book... with Big Ideas. for more information go to http://www.writerslittlebook.co.uk/
Ah but the fifth time when your heart is sinking to have to listen again, the person in front of you suddenly produces...
A BOOK
What do you think your reaction would be?
Dismiss them as only another supplier? Or would something subtle start to happen inside your mind?
Would the word 'EXPERT' start flashing up in neon?
Of course on a level playing field, each person has something to offer, and it may be that you prefer the personality of one of the others. Mm yes but what about that book.
Especially if inside the book you read some reviews from organisations or individuals with status. What then?
To widen the field, how about the 'experts' wheeled out in the media when soundbites are needed? We're probably safe in betting many of them have written books.
Yes there are millions of books published. Yes it takes effort on your part. Having helped several people write books, it isn't done without some effort.
But... if it leads to you becoming one of those experts, wouldn't it be worth it?
Only you can decide.
This post is based on an extract from The Writer's Little Book... with Big Ideas. for more information go to http://www.writerslittlebook.co.uk/
Business Writing: how to write to communicate and connect
Writing is a fundamental skill in business that scares many people. They’re afraid of the blank page. They’re afraid of grammar and punctuation. They’re afraid of getting it ‘wrong’.
So why should we put ourselves through torture to write? Simple... to talk to others. By others in this case I mean the people who are interested in what you offer. And much as you might prefer it, you can't talk personally to everyone especially if your business is global.
But that's the thing, you can do.
What are we trying to achieve when we write?
Let’s look at what we’re trying to do when we write. Whether we write for our business or we’re a would be novelist, our aim is to make some connection with our reader that will persuade them to carry on reading. This is essential for both when you want to sell.
Why am I talking about novels when this article is about business writing?
If you've ever read any novel, how did it grip you? Was it so involving you kept turning the page?
Or did it bore you and you shut the book in frustration.
The exact same thing happens on many business websites, and in many brochures.
Why are you in business ?
Because you have a passion for something. Though money is important, nobody goes into business because they simply want to make money. You want to help people achieve more feel better, solve problems and enjoy their lives.
And make some money.
Have you had the experience of buying something and all that happened was they sales person took your money. No smile, no words, no connection. A mechanical process.
If you’re in business the ongoing relationship is what counts. It takes 80% more effort to make the first sale than succeeding ones. If you build the relationship from the beginning with that connection.
So whether you do it online, in print or in person, that's essential.
Putting you and the reader into the story
There's a story behind every purchase, whether it's a birthday card, a swimming pool or insurance. What's the story you're telling about what you sell?
And what's the story your reader is in the middle of when they think about their purchase and your product or service.
Could be a special party for a centarian, a facility for the grandchildren or taking care of the family.
Doesn't the writing have to be 'proper'?
Yes of course you want your writing to be grammatical but that’s a service that can be bought in. What can’t be bought in is the passion and drive you have to pass on your knowledge, expertise and problem solving problems.
And you can't buy in your interest in people's stories.
If you want to be an effective business writer, put your reader into the picture. Concentrate on that first.
Then drill down to the tiniest details of your product and service that you’re proud of and want to share with others and think how they'll fit into the stories you meet. From there you can build up your writing from those key essentials.
Never settle for boring writing. Breathe yourself and your passion into your writing and your writing will bring you the results you want.
So why should we put ourselves through torture to write? Simple... to talk to others. By others in this case I mean the people who are interested in what you offer. And much as you might prefer it, you can't talk personally to everyone especially if your business is global.
But that's the thing, you can do.
What are we trying to achieve when we write?
Let’s look at what we’re trying to do when we write. Whether we write for our business or we’re a would be novelist, our aim is to make some connection with our reader that will persuade them to carry on reading. This is essential for both when you want to sell.
Why am I talking about novels when this article is about business writing?
If you've ever read any novel, how did it grip you? Was it so involving you kept turning the page?
Or did it bore you and you shut the book in frustration.
The exact same thing happens on many business websites, and in many brochures.
Why are you in business ?
Because you have a passion for something. Though money is important, nobody goes into business because they simply want to make money. You want to help people achieve more feel better, solve problems and enjoy their lives.
And make some money.
Have you had the experience of buying something and all that happened was they sales person took your money. No smile, no words, no connection. A mechanical process.
If you’re in business the ongoing relationship is what counts. It takes 80% more effort to make the first sale than succeeding ones. If you build the relationship from the beginning with that connection.
So whether you do it online, in print or in person, that's essential.
Putting you and the reader into the story
There's a story behind every purchase, whether it's a birthday card, a swimming pool or insurance. What's the story you're telling about what you sell?
And what's the story your reader is in the middle of when they think about their purchase and your product or service.
Could be a special party for a centarian, a facility for the grandchildren or taking care of the family.
Doesn't the writing have to be 'proper'?
Yes of course you want your writing to be grammatical but that’s a service that can be bought in. What can’t be bought in is the passion and drive you have to pass on your knowledge, expertise and problem solving problems.
And you can't buy in your interest in people's stories.
If you want to be an effective business writer, put your reader into the picture. Concentrate on that first.
Then drill down to the tiniest details of your product and service that you’re proud of and want to share with others and think how they'll fit into the stories you meet. From there you can build up your writing from those key essentials.
Never settle for boring writing. Breathe yourself and your passion into your writing and your writing will bring you the results you want.
Wednesday, 4 April 2012
Writing Your Book: 5 Ideas to start you off
If you see writing a book as a major task, then you’re not alone. Few business people attempt it even when they think there are benefits to be gained. It’s one of those tasks that will be done, ’When I have time.’
What if instead of it being a major undertaking you can write it as you write things you're going to do anyway.
Transform it into a game. Every time you write something, think about it as another five hundred or a thousand words towards the book. A thousand words sound like a lot? Breaks down to less than 4 sides of A4.
Here are 5 ideas on what you can use to build up your book... once you have an idea of what you want your book to cover.
How to write blog entries with a purpose
You’re already writing these on a regular basis aren’t you? If not then you should make it a priority because it works for you on two levels. It provides interesting material to send to your contacts and search engines love content. CONTENT IS KING.
Think about constructing your blogs around themes that would provide section or chapter headings for a book.
What's the point of Frequently Asked Questions?
Most websites have sections based around this theme. Sometimes they’re called other things but offer information that people search for on a regular basis. In your business you’ll have something that covers all the basic information. It’s the type of topic often covered in offline brochures.
Adapt the contents of your basic information into a short book. A book carries more weight with readers than does a brochure, no matter how substantial.
How to manuals
These can be an extension of or an alternative to the FAQ segment. They need to be easy to read and understand for the reader. Comprehensive but not intimidating.
All businesses contain large amounts of information that often goes to waste because it’s in jargon form or seen as ‘internal’ documents. Sharing how you produce your products or services can make a connection with prospective clients or purchasers.
You may well find that there's enough information buried away in your FAQ answers to create a down to earth manual appealing to your product user who wants and easy to read but more in depth help guide than what's on the product.
Articles
Depending on the type of writing you do, or your prospective audience, journal entries you make anyway can form the foundation of a book.
Many books by journalists have started life as regular column entries which at a later date have been turned into books. If you think that a column may be 250-500 words per entry, over the course of a year you may have written between 20-25,000 words. More than enough for a 100 page small book especially when you add in a foreword, an introductory and closing chapter.
Social media entries
Already this has been done. Maybe you think it’s stupid but if you accept that a book can be any size you want it to be these days and you can produce as few or as many copies as you want then it becomes less stupid.
If you find writing a challenge, follow these two guiding principles:
The more you write the better you'll write
Get smarter about how many times you can use a piece of writing.
Any book can enhance your reputation as an expert, speaker, business consultant or whatever you want it to be. Focus on how it can fit into your marketing strategy. . . before you begin to write it. Check out what you've already written you can include.
Then create your unique take on the book.
What if instead of it being a major undertaking you can write it as you write things you're going to do anyway.
Transform it into a game. Every time you write something, think about it as another five hundred or a thousand words towards the book. A thousand words sound like a lot? Breaks down to less than 4 sides of A4.
Here are 5 ideas on what you can use to build up your book... once you have an idea of what you want your book to cover.
How to write blog entries with a purpose
You’re already writing these on a regular basis aren’t you? If not then you should make it a priority because it works for you on two levels. It provides interesting material to send to your contacts and search engines love content. CONTENT IS KING.
Think about constructing your blogs around themes that would provide section or chapter headings for a book.
What's the point of Frequently Asked Questions?
Most websites have sections based around this theme. Sometimes they’re called other things but offer information that people search for on a regular basis. In your business you’ll have something that covers all the basic information. It’s the type of topic often covered in offline brochures.
Adapt the contents of your basic information into a short book. A book carries more weight with readers than does a brochure, no matter how substantial.
How to manuals
These can be an extension of or an alternative to the FAQ segment. They need to be easy to read and understand for the reader. Comprehensive but not intimidating.
All businesses contain large amounts of information that often goes to waste because it’s in jargon form or seen as ‘internal’ documents. Sharing how you produce your products or services can make a connection with prospective clients or purchasers.
You may well find that there's enough information buried away in your FAQ answers to create a down to earth manual appealing to your product user who wants and easy to read but more in depth help guide than what's on the product.
Articles
Depending on the type of writing you do, or your prospective audience, journal entries you make anyway can form the foundation of a book.
Many books by journalists have started life as regular column entries which at a later date have been turned into books. If you think that a column may be 250-500 words per entry, over the course of a year you may have written between 20-25,000 words. More than enough for a 100 page small book especially when you add in a foreword, an introductory and closing chapter.
Social media entries
Already this has been done. Maybe you think it’s stupid but if you accept that a book can be any size you want it to be these days and you can produce as few or as many copies as you want then it becomes less stupid.
If you find writing a challenge, follow these two guiding principles:
The more you write the better you'll write
Get smarter about how many times you can use a piece of writing.
Any book can enhance your reputation as an expert, speaker, business consultant or whatever you want it to be. Focus on how it can fit into your marketing strategy. . . before you begin to write it. Check out what you've already written you can include.
Then create your unique take on the book.
Monday, 2 April 2012
Writing for your business; how to power your writing with bullets
Bullets are a major weapon in your writing armoury. Why?
Want to whiz your reader through your text?
Use bullets.
Want to make your points fast?
Bullets do that for you?
Want to catch those scanners and skimmers on your website?
Bullets are the things to grab their attention.
Writing bullets for effect is vital. Here’s how:
Take the piece of text and on index cards write down the most important facts, features of the product or service you’re promoting
For each fact and feature, create a benefit to the user
Look at each benefit in turn and describe it in not more than 10 words. You can use longer bullets, but limiting yourself to10 words focuses your attention on the essentials
It takes practice to become good at dashing off bullets. But once you’ve acquired the skill you’ll be amazed at how many ways you can use it.
More ways to use bullets.
Want to whiz your reader through your text?
Use bullets.
Want to make your points fast?
Bullets do that for you?
Want to catch those scanners and skimmers on your website?
Bullets are the things to grab their attention.
Writing bullets for effect is vital. Here’s how:
- cover only one point at a time
- pull out the juiciest information to highlight
- promote a book by adding the page number to direct them to the information
- answer questions they might want to ask
- slip in teasers for in-depth information
- make the language active and positive
Take the piece of text and on index cards write down the most important facts, features of the product or service you’re promoting
For each fact and feature, create a benefit to the user
Look at each benefit in turn and describe it in not more than 10 words. You can use longer bullets, but limiting yourself to10 words focuses your attention on the essentials
It takes practice to become good at dashing off bullets. But once you’ve acquired the skill you’ll be amazed at how many ways you can use it.
More ways to use bullets.
- create bullets for anything you write
- write a 60 second introduction to your business from connected bullets
- talk or write about the essential benefits of your business – fast
Friday, 30 March 2012
Business Writing Essentials: What Counts as Proof
Despite all the importance of social media now, we should remember that many types of businesses need substantial and ongoing proof of their effectiveness in the products or services they offer. What counts as proof in writing about your business?
Proof is anything that helps your reader to accept what you say about your product or service. Anecdotal evidence is not sufficient in some areas and each business needs to look to the market it serves and assess the best type of proof it can build up.
These are some of the types of proof to consider.
Testimonials
I’ve talked in detail about how to construck effective testimonials in business writing in another blog (INCLUDE LINK). I won’t cover the same ground here except to say that like any other part of business writing you need to understand how to produce them and how to use them.
Articles
Articles are a way of underlining your expert status and now are a major part, especially online of proving expert status. But offline publications should not be disregarded. . In exactly the same way as happens with such sites as EzineArticles, you can build up your reputation by creating a body of work which over time shows your knowledge and expertise.
Placing these articles should be part of your marketing strategy, online, via the article submission sites, your blog and online journals. Offline you can offer your articles to a range of publications. Think beyond your own narrow specialism and work out who could use your knowledge.
Approach specific professions where articles on your knowledge may be rare.
White Papers
White Papers are an accepted means of transferring knowledge in scientific and technical sectors. Keeping up with new developments in any sector is a challenge. Users of products or services welcome short, jargon free information to lighten their workload.
Case Studies
Case studies are extended testimonials. In a testimonial there isn’t time to go into too many details because they need to be read quickly.
Producing case studies about your most successful projects can build up your reputation. If you have a history of tackling challenges many companies in your sector find too difficult, case studies on your successful work can offer persuasive evidence to prospective clients.
Finally.
The way to look at any proof that you create whether articles, case studies or white papers is to imagine that they will provide the backbone of any proof that you need. And while you’re taking the time to do this, think about how else you can use what you create. Such as a book you might want to write. Many business people amass a large amount of writing without making full use of it.
Consultants in any sector produce articles, workshops and other written material without considering where else they might place it.. Even if you think a book is out of the question, place the material where you can direct your prospective clients towards it as proof of your expertise.
Proof is anything that helps your reader to accept what you say about your product or service. Anecdotal evidence is not sufficient in some areas and each business needs to look to the market it serves and assess the best type of proof it can build up.
These are some of the types of proof to consider.
Testimonials
I’ve talked in detail about how to construck effective testimonials in business writing in another blog (INCLUDE LINK). I won’t cover the same ground here except to say that like any other part of business writing you need to understand how to produce them and how to use them.
Articles
Articles are a way of underlining your expert status and now are a major part, especially online of proving expert status. But offline publications should not be disregarded. . In exactly the same way as happens with such sites as EzineArticles, you can build up your reputation by creating a body of work which over time shows your knowledge and expertise.
Placing these articles should be part of your marketing strategy, online, via the article submission sites, your blog and online journals. Offline you can offer your articles to a range of publications. Think beyond your own narrow specialism and work out who could use your knowledge.
Approach specific professions where articles on your knowledge may be rare.
White Papers
White Papers are an accepted means of transferring knowledge in scientific and technical sectors. Keeping up with new developments in any sector is a challenge. Users of products or services welcome short, jargon free information to lighten their workload.
Case Studies
Case studies are extended testimonials. In a testimonial there isn’t time to go into too many details because they need to be read quickly.
Producing case studies about your most successful projects can build up your reputation. If you have a history of tackling challenges many companies in your sector find too difficult, case studies on your successful work can offer persuasive evidence to prospective clients.
Finally.
The way to look at any proof that you create whether articles, case studies or white papers is to imagine that they will provide the backbone of any proof that you need. And while you’re taking the time to do this, think about how else you can use what you create. Such as a book you might want to write. Many business people amass a large amount of writing without making full use of it.
Consultants in any sector produce articles, workshops and other written material without considering where else they might place it.. Even if you think a book is out of the question, place the material where you can direct your prospective clients towards it as proof of your expertise.
Monday, 26 March 2012
How to create a winning speech with a few golden rules
Speaking in public ranks as the number one fear for most people. But it doesn’t have to be like that if you’re prepared to put in some effort and follow some simple guidelines. These are based on my experiences, good, bad and positively humiliating.
Accept you can’t wing it
No professional speaker would give any kind of speech without preparing it. And the ones that seem the most spontaneous are those the speaker has spent time, thought and energy on preparing. Think about comedians. Their routines are honed till they know in which places the audience will react well. The jokes that don’t receive any response are chopped out of the routine.
So you need time to prepare. And the shorter your speech, the more time you'll need because you have to be focused on the essentials.
Create an outline
Giving a wedding speech? Then you know the elements people include; thanks, anecdote, graceful praise to the bride.
All effective and memorable speeches have a structure. Think of the occasion, think of your audience and work out what they need to hear. What will make them go away telling others you're a great speaker?
Take the time you have for your speech and divide it into the elements you want to include. Allocate a time to each and then work out what you want to say in the time.
Be concise
Rambling is one of the worst nightmares for a speaker and the most boring for an audience. Trust me, I still have memories from a long time ago. If they’re kind, they feel embarrassed for you. If they aren’t kind they’ll be hostile. Your outline helps to keep you on track.
When you’ve made your points at any stage of your speech, stop. Your audience won’t thank you for talking down to them.
Be careful using humour
Leave the jokes to the comedians. If you forget the punch line it’s embarrassing and unless you know your audience well you run the risk of offending someone. Comedians are paid to take that risk, you aren’t.
You can try funny, real stories, preferably about your own shortcomings or situations. But be sparing until you’re confident doing it.
Practise
This goes back to not winging it but you need to practise in a particular way.
Take your outline. Then take what you have written for each part. Now read it out loud at a normal speaking pace. Time each section. If you’re new to speaking it will surprise you how long it might take.
Record your practice if you can because it will help you work out where you need to include more or take out some of your speech.
Allow for your nerves in your timing. Nervous speakers often speed up until they are impossible to listen to. All speakers get nervous before speaking. The difference between professional and occasional speakers is that the professionals know how to use their nerves to power their speeches.
Avoid the number one mistake of reading your speech
This is on a level with reading the contents of a Powerpoint presentation. Any outline or script you have should be there only to give you the skeleton of what you want to include.
There’s nothing more boring for an audience than a speaker who has their head down mumbling as they read their speech. Practising your speech will help you be familiar with it. Avoid learning it off by heart because unless you’re very good at that, it will come over as stilted.
Instead commit the main elements of your speech to memory so that if the worst happened and you lost your notes you could still make your essential points.
And finally:
Be genuine
If you're not, you will be found out. Audiences will forgive speakers many faults if they feel a connection. One of the best speeches I heard was from a business woman speaking about the struggles she had taking over a business. She was so passionate about what she did and the people she served that the energy in the room was tremendous. In my opinion she outperformed the professional coach who’d spoken before her.
What's important to an audience is that you care about what you're telling them. That's what will make the all important connection between you.
And when you're connected to your audience, you'll feel it and it's one of the most wonderful feelings in the world.
Good luck.
Accept you can’t wing it
No professional speaker would give any kind of speech without preparing it. And the ones that seem the most spontaneous are those the speaker has spent time, thought and energy on preparing. Think about comedians. Their routines are honed till they know in which places the audience will react well. The jokes that don’t receive any response are chopped out of the routine.
So you need time to prepare. And the shorter your speech, the more time you'll need because you have to be focused on the essentials.
Create an outline
Giving a wedding speech? Then you know the elements people include; thanks, anecdote, graceful praise to the bride.
All effective and memorable speeches have a structure. Think of the occasion, think of your audience and work out what they need to hear. What will make them go away telling others you're a great speaker?
Take the time you have for your speech and divide it into the elements you want to include. Allocate a time to each and then work out what you want to say in the time.
Be concise
Rambling is one of the worst nightmares for a speaker and the most boring for an audience. Trust me, I still have memories from a long time ago. If they’re kind, they feel embarrassed for you. If they aren’t kind they’ll be hostile. Your outline helps to keep you on track.
When you’ve made your points at any stage of your speech, stop. Your audience won’t thank you for talking down to them.
Be careful using humour
Leave the jokes to the comedians. If you forget the punch line it’s embarrassing and unless you know your audience well you run the risk of offending someone. Comedians are paid to take that risk, you aren’t.
You can try funny, real stories, preferably about your own shortcomings or situations. But be sparing until you’re confident doing it.
Practise
This goes back to not winging it but you need to practise in a particular way.
Take your outline. Then take what you have written for each part. Now read it out loud at a normal speaking pace. Time each section. If you’re new to speaking it will surprise you how long it might take.
Record your practice if you can because it will help you work out where you need to include more or take out some of your speech.
Allow for your nerves in your timing. Nervous speakers often speed up until they are impossible to listen to. All speakers get nervous before speaking. The difference between professional and occasional speakers is that the professionals know how to use their nerves to power their speeches.
Avoid the number one mistake of reading your speech
This is on a level with reading the contents of a Powerpoint presentation. Any outline or script you have should be there only to give you the skeleton of what you want to include.
There’s nothing more boring for an audience than a speaker who has their head down mumbling as they read their speech. Practising your speech will help you be familiar with it. Avoid learning it off by heart because unless you’re very good at that, it will come over as stilted.
Instead commit the main elements of your speech to memory so that if the worst happened and you lost your notes you could still make your essential points.
And finally:
Be genuine
If you're not, you will be found out. Audiences will forgive speakers many faults if they feel a connection. One of the best speeches I heard was from a business woman speaking about the struggles she had taking over a business. She was so passionate about what she did and the people she served that the energy in the room was tremendous. In my opinion she outperformed the professional coach who’d spoken before her.
What's important to an audience is that you care about what you're telling them. That's what will make the all important connection between you.
And when you're connected to your audience, you'll feel it and it's one of the most wonderful feelings in the world.
Good luck.
Friday, 23 March 2012
Editing; its pitfalls and importance
As much as writing scares people with the blank page being a major obstacle, so editing terrifies them.
Thinking about editing seems to bring on different reactions:
1. Complete paralysis
I know many people who manage the writing phase fine. They pour out what they know, enjoy putting the words on the page then they’re stuck. They maybe look back at the text, but because they’ve poured out so many words, they don’t know how to re-work it and are afraid to start.
2. I’m a writer syndrome
This reaction is common among many creative writers but isn’t confined to them. They believe that because the words came from their unconscious mind, they must all have equal value and shouldn’t be touched. This results in 1000 page novels and woolly text on websites.
If you understand the writing stage as being simply that, the stage when you pour out what you think you want to say, then you understand that your work will need pruning. In this stage you’re going to be like a persuasive hairdresser who works on a head of hair to reveal the beauty of the person underneath the hair.
3. The grammar has to be right syndrome
Grammar is important. I spent many years in school learning it. And I’ve had to unlearn some of it to become a business writer. Why? Because the main point of writing, indeed probably the only real point is to make a connection. The connection between you the writer and your reader is sacred, is vital and without it you may as well not bother to write.
So how can I make it easier for you to edit your work? As always I break processes down into smaller stages. It makes it simpler to deal with and work through. I believe there are three stages in editing.
Major editing
Under this heading I include altering the layout of the piece you’re writing. Which if you’ve done your research and you’re clear about why you’re writing, should not be a problem for you. If you still need a major rethink then one way I do it is to print off all the pages, lay them out on the table or floor and re-assess if each piece is in the best place. It’s odd but physically handling the writing brings new thoughts and connections.
Minor editing.
Here we’re talking about taking the piece section by section and checking it for inconsistencies of headings, fonts and styles. If you’ve set up all your styles at the beginning you shouldn’t need this but it’s always best to check it out because we all slip up sometimes.
This is where you do your grammar, spelling and sense check. Just because your spellcheck says something is spelled right, doesn’t mean it’s the right word. Think of the differences between their, there and they’re. Spell check programmes show you multiple choices which don’t help you choose.
This is also the place to take out all the prhases you use too much. We all have them and yours will appear without you remembering you used them.
Use the readability stats that you find in tools in Word. After you’ve done the spell check these should come up automatically. They’ll show you whether you have too high a level of passive sentences. Active is better. The text is more alive and moves along faster.
Proof reading
Even when you’ve done major and minor edits you need to proof read. Or better you need to find someone else to do it for you. If you’ve written a major piece of work then this is vital. It will cost you because proof reading is not cheap. Or rather good proof reading isn’t. but it makes all the difference.
If you really don’t have a budget for proof reading then find someone who has the skill and offer barter. Cook them a meal, dig their garden or do whatever it takes.
But please don’t skimp on this stage.
Depending on the length of your piece then this stage can be done in an hour, a day or it could take several weeks. It’s important because clear editing can make the difference between an okay piece of text and a good one. Or the difference between a good piece and one that knocks your reader sideways with amazement.
Thinking about editing seems to bring on different reactions:
1. Complete paralysis
I know many people who manage the writing phase fine. They pour out what they know, enjoy putting the words on the page then they’re stuck. They maybe look back at the text, but because they’ve poured out so many words, they don’t know how to re-work it and are afraid to start.
2. I’m a writer syndrome
This reaction is common among many creative writers but isn’t confined to them. They believe that because the words came from their unconscious mind, they must all have equal value and shouldn’t be touched. This results in 1000 page novels and woolly text on websites.
If you understand the writing stage as being simply that, the stage when you pour out what you think you want to say, then you understand that your work will need pruning. In this stage you’re going to be like a persuasive hairdresser who works on a head of hair to reveal the beauty of the person underneath the hair.
3. The grammar has to be right syndrome
Grammar is important. I spent many years in school learning it. And I’ve had to unlearn some of it to become a business writer. Why? Because the main point of writing, indeed probably the only real point is to make a connection. The connection between you the writer and your reader is sacred, is vital and without it you may as well not bother to write.
So how can I make it easier for you to edit your work? As always I break processes down into smaller stages. It makes it simpler to deal with and work through. I believe there are three stages in editing.
Major editing
Under this heading I include altering the layout of the piece you’re writing. Which if you’ve done your research and you’re clear about why you’re writing, should not be a problem for you. If you still need a major rethink then one way I do it is to print off all the pages, lay them out on the table or floor and re-assess if each piece is in the best place. It’s odd but physically handling the writing brings new thoughts and connections.
Minor editing.
Here we’re talking about taking the piece section by section and checking it for inconsistencies of headings, fonts and styles. If you’ve set up all your styles at the beginning you shouldn’t need this but it’s always best to check it out because we all slip up sometimes.
This is where you do your grammar, spelling and sense check. Just because your spellcheck says something is spelled right, doesn’t mean it’s the right word. Think of the differences between their, there and they’re. Spell check programmes show you multiple choices which don’t help you choose.
This is also the place to take out all the prhases you use too much. We all have them and yours will appear without you remembering you used them.
Use the readability stats that you find in tools in Word. After you’ve done the spell check these should come up automatically. They’ll show you whether you have too high a level of passive sentences. Active is better. The text is more alive and moves along faster.
Proof reading
Even when you’ve done major and minor edits you need to proof read. Or better you need to find someone else to do it for you. If you’ve written a major piece of work then this is vital. It will cost you because proof reading is not cheap. Or rather good proof reading isn’t. but it makes all the difference.
If you really don’t have a budget for proof reading then find someone who has the skill and offer barter. Cook them a meal, dig their garden or do whatever it takes.
But please don’t skimp on this stage.
Depending on the length of your piece then this stage can be done in an hour, a day or it could take several weeks. It’s important because clear editing can make the difference between an okay piece of text and a good one. Or the difference between a good piece and one that knocks your reader sideways with amazement.
Wednesday, 21 March 2012
Writing your book: how to name it
I attended some pretty brutal writing bootcamps in the US. Their principle of writing for business was quite simple.
Did it work or not?
Didn't matter how great your writing, how elegant, how correct. As far as they were concerned it was useless if it didn't produce a response.
And that attitude underpinned what new products or services they introduced. Was it needed or not? They did the research first. If it came back with a favourable response, they went ahead and invested their money.
If not, they moved on... fast. While it may seem a harsh approach, it does save money.
So if you're thinking of writing a book, ebook or traditional, I advise you invest some time to research titles. Like it or not, they can play a pivotal role in how people view your book. And as important, if a publisher might be interested.
All you have to do is think Chicken Soup for the Soul. Hate them or love them, those books are a testament to a successful title.
Do the research. Please. You'll save yourself a lot of heartache in the long run.
This post is based on an extract from The Writer's Little Book... with Big Ideas. For more information on the book see http://www.writerslittlebook.co.uk/
Did it work or not?
Didn't matter how great your writing, how elegant, how correct. As far as they were concerned it was useless if it didn't produce a response.
And that attitude underpinned what new products or services they introduced. Was it needed or not? They did the research first. If it came back with a favourable response, they went ahead and invested their money.
If not, they moved on... fast. While it may seem a harsh approach, it does save money.
So if you're thinking of writing a book, ebook or traditional, I advise you invest some time to research titles. Like it or not, they can play a pivotal role in how people view your book. And as important, if a publisher might be interested.
All you have to do is think Chicken Soup for the Soul. Hate them or love them, those books are a testament to a successful title.
Do the research. Please. You'll save yourself a lot of heartache in the long run.
This post is based on an extract from The Writer's Little Book... with Big Ideas. For more information on the book see http://www.writerslittlebook.co.uk/
Monday, 19 March 2012
Writing for your business: 5 ways to generate ideas
Look at your books
Choose 3 books. Write down wny you bought, borrowed or stole them from friends. Analyse why you like or dislike them. Check how easy or difficult they are to use. Can you write something on the same subject in a different way? Or can you write something in the same way on your own expertise?
Listen to what your family, friends or work colleagues grouse and complain about
Does the same problem keep coming up? Maybe it’s a problem common to mums in your neighbourhood. Or a practical problem with equipment at work. Or some member of your family always struggles with technical whatsits that are easy peasy for you to sort
Start to ask around and find out if it’s the same more widely. What you hear will spark off some ideas.
Do some research
Write down 10 topics. Needn't be anything to do with what you offer. Now dig for some research on the web, in your local bookstore or newsagent. Find out what is written about them. Out of your 10 words you might come up with a couple of suggestions to create articles, blog ideas or a book.
Make connections
Successful companies are not always those who only innovate. They’re also the ones who make the connections other people don’t consider. Allow your mind to range widely and think about connecting successful ideas, methods and systems from one sector and apply it to another one.
Help yourself to generate more ideas
Creativity is not some talent only the few have access to. You can increase the flow of ideas in practical ways. Use an ideas capturing system. Can be as simple as a small jotter and pencil tucked in a pocket or bag. Or as complex as a recording system. Choose whatever works for you.
Then make sure you use it.
Just as your muscles react to regular exercise by being more efficient, so you creative juices flow in response to you paying attention. Of course not every idea will be a winner. But you know you may only need one to hit the jackpot.
Choose 3 books. Write down wny you bought, borrowed or stole them from friends. Analyse why you like or dislike them. Check how easy or difficult they are to use. Can you write something on the same subject in a different way? Or can you write something in the same way on your own expertise?
Listen to what your family, friends or work colleagues grouse and complain about
Does the same problem keep coming up? Maybe it’s a problem common to mums in your neighbourhood. Or a practical problem with equipment at work. Or some member of your family always struggles with technical whatsits that are easy peasy for you to sort
Start to ask around and find out if it’s the same more widely. What you hear will spark off some ideas.
Do some research
Write down 10 topics. Needn't be anything to do with what you offer. Now dig for some research on the web, in your local bookstore or newsagent. Find out what is written about them. Out of your 10 words you might come up with a couple of suggestions to create articles, blog ideas or a book.
Make connections
Successful companies are not always those who only innovate. They’re also the ones who make the connections other people don’t consider. Allow your mind to range widely and think about connecting successful ideas, methods and systems from one sector and apply it to another one.
Help yourself to generate more ideas
Creativity is not some talent only the few have access to. You can increase the flow of ideas in practical ways. Use an ideas capturing system. Can be as simple as a small jotter and pencil tucked in a pocket or bag. Or as complex as a recording system. Choose whatever works for you.
Then make sure you use it.
Just as your muscles react to regular exercise by being more efficient, so you creative juices flow in response to you paying attention. Of course not every idea will be a winner. But you know you may only need one to hit the jackpot.
Wednesday, 14 March 2012
Writing Stage 3: that all important pause
It might seem artificial to create a stage named pause. You could say that when you reach the end of writing you stop and then move on to looking back at your writing.
Based on my experience I’d like you to consider inserting this Pause stage into your writing process. I don’t know what you’re writing but if the piece is longer than a few pages you could be faced with revising or checking a complex layout, dense text and other people’s views.
At this point you need to put some distance between you and the words. Here are some ways you can make the most of this stage.
Take the time out to do something unconnected with your writing
Mental exhaustion is a common result of intensive writing. You’re written out, wrung out maybe depending on what you’ve written about. Setting aside your work gives you the chance to revive. I know that when I’ve finished a long piece I can’t bear to look at it for a few days. I have no more ideas to add to it.
Check your physical state.
Have you ever finished a piece of writing, got up from the computer and almost stumbled. Although we know that it makes sense to time ourselves when working at a laptop or desk, it’s all too easy to become so involved that we forget to eat, take rest or any of the things that we need.
Now's the time to do whatever helps you restore your physical get up and go. Take a shower, hit the gym, go for a walk or run. All of those things will help to break down the stress chemicals that have built up in your body as you raced towards your deadlines.
Slumping in a chair at this point won’t be helpful. You’ll end up feeling more tired and drained. So get active in whatever way you enjoy.
Get creative
What activity so absorbs you that you forget time and place? Apart from writing I mean.
Now’s the time to indulge yourself and listen to music, paint, garden or whatever activity you enjoy that isn’t related to work.
What’s the purpose of this?
It’s to start those ideas again brewing in your brain. Without you being aware of it you’ll kickstart your enthusiasm to look at the writing with fresh eyes... and ideas.
Trust your unconscious to help you out here. If you’ve been clear of your intentions for the writing, and you’ve allowed yourself free rein in the writing, then that’s fertile ground for your unconscious mind to start sorting. When you sit down to edit, all kinds of connections will come to you that you can add in to your piece and strengthen it.
And stop feeling guilty taking this time out. See it as a separate stage in your writing process and then you can justify it to anyone who thinks that you’re only taking time off.
This post is based on the section in The Writer's Little Book... with Big Ideas. For more information about the book go to http://www.writerslittlebook.co.uk/
Based on my experience I’d like you to consider inserting this Pause stage into your writing process. I don’t know what you’re writing but if the piece is longer than a few pages you could be faced with revising or checking a complex layout, dense text and other people’s views.
At this point you need to put some distance between you and the words. Here are some ways you can make the most of this stage.
Take the time out to do something unconnected with your writing
Mental exhaustion is a common result of intensive writing. You’re written out, wrung out maybe depending on what you’ve written about. Setting aside your work gives you the chance to revive. I know that when I’ve finished a long piece I can’t bear to look at it for a few days. I have no more ideas to add to it.
Check your physical state.
Have you ever finished a piece of writing, got up from the computer and almost stumbled. Although we know that it makes sense to time ourselves when working at a laptop or desk, it’s all too easy to become so involved that we forget to eat, take rest or any of the things that we need.
Now's the time to do whatever helps you restore your physical get up and go. Take a shower, hit the gym, go for a walk or run. All of those things will help to break down the stress chemicals that have built up in your body as you raced towards your deadlines.
Slumping in a chair at this point won’t be helpful. You’ll end up feeling more tired and drained. So get active in whatever way you enjoy.
Get creative
What activity so absorbs you that you forget time and place? Apart from writing I mean.
Now’s the time to indulge yourself and listen to music, paint, garden or whatever activity you enjoy that isn’t related to work.
What’s the purpose of this?
It’s to start those ideas again brewing in your brain. Without you being aware of it you’ll kickstart your enthusiasm to look at the writing with fresh eyes... and ideas.
Trust your unconscious to help you out here. If you’ve been clear of your intentions for the writing, and you’ve allowed yourself free rein in the writing, then that’s fertile ground for your unconscious mind to start sorting. When you sit down to edit, all kinds of connections will come to you that you can add in to your piece and strengthen it.
And stop feeling guilty taking this time out. See it as a separate stage in your writing process and then you can justify it to anyone who thinks that you’re only taking time off.
This post is based on the section in The Writer's Little Book... with Big Ideas. For more information about the book go to http://www.writerslittlebook.co.uk/
Friday, 9 March 2012
Article Writing: are you a sprinter or a marathon runner?
I’m not a runner; in fact my PE teacher, and yes I know how old that makes me sound, told me I seemed allergic to exercise. If I'd had more courage I'd have told her I was only allergic to the kind she promoted, like running on the spot.
But I do like watching athletics and guessing at the psychology that draws people to different events. I particularly like long distance events because of the need for strategy and planning over a period.
In any kind of running, mental attitude is as important as physical ability. Particularly in distance running like marathons. It’s you against the road.
You might ask what has that to do with writing?
I link it not only to the actual writing but the activity that drives the writing. Article writing is now one of the strategies that we have to use if we run any kind of business.
And just as in running when a marathon has to be divided into sections, so you’re not overwhelmed by the distance, so your writing has to be broken down into the things you have to write. Marathon runners often talk about ‘hitting the wall’ at a certain point of the race. That might be the equivalent of a lean spell with your writing when it seems like you have to force yourself to write anything.
All writers face dry spells; certainly I do and having recently gone through one maybe it will help if I offer you the solutions I found. To a large extent it’s back to the psychology of writing. If you’re running a marathon there will be times another single step might seem impossible. But runners keep going because they’ve executed the routine of running a marathon so many times that stopping becomes unthinkable. In writing sometimes you feel ‘written out’ when it’s tiring to type and think of the words you need.
Just as there are strategies in running, so there are equivalents in your writing.
Speed and fluency in writing comes from being in tune with your subject and knowing what you want to say. Research underpins your writing and gives you the confidence to allow the words to flow.
Being in business is tough. We can admit it and know it’s certainly not all good. There are many down times too. Accepting this natural cycle means that you will be better prepared for them.
I came across a great strategy in the work of David Bach some years ago. If you really feel that you can’t achieve anything productive, then have a clear out or tidying session. Creating space, even if it’s only on your desk, shifts the energy around you and allows a shift in your mental attitude. I don’t know why it works but it does. Maybe it’s because you see a clear desk and then you see your way clear to do something. However small, it’s a break out of that trough you’ve sunk in and then you’re away again.
Being passionate about what you do is the strongest strategy in writing. Keeping that energy level high is vital to keep your writing positive and optimistic.
But I do like watching athletics and guessing at the psychology that draws people to different events. I particularly like long distance events because of the need for strategy and planning over a period.
In any kind of running, mental attitude is as important as physical ability. Particularly in distance running like marathons. It’s you against the road.
You might ask what has that to do with writing?
I link it not only to the actual writing but the activity that drives the writing. Article writing is now one of the strategies that we have to use if we run any kind of business.
And just as in running when a marathon has to be divided into sections, so you’re not overwhelmed by the distance, so your writing has to be broken down into the things you have to write. Marathon runners often talk about ‘hitting the wall’ at a certain point of the race. That might be the equivalent of a lean spell with your writing when it seems like you have to force yourself to write anything.
All writers face dry spells; certainly I do and having recently gone through one maybe it will help if I offer you the solutions I found. To a large extent it’s back to the psychology of writing. If you’re running a marathon there will be times another single step might seem impossible. But runners keep going because they’ve executed the routine of running a marathon so many times that stopping becomes unthinkable. In writing sometimes you feel ‘written out’ when it’s tiring to type and think of the words you need.
Just as there are strategies in running, so there are equivalents in your writing.
- Take on plenty of fluid and energy drinks
- Limber up for your writing
Speed and fluency in writing comes from being in tune with your subject and knowing what you want to say. Research underpins your writing and gives you the confidence to allow the words to flow.
- Avoid the boredom
Boredom kills creativity. Stone dead. If the passion has gone out of your thoughts about your business, product or service then you’ll find it difficult to write effectively.
Being in business is tough. We can admit it and know it’s certainly not all good. There are many down times too. Accepting this natural cycle means that you will be better prepared for them.
I came across a great strategy in the work of David Bach some years ago. If you really feel that you can’t achieve anything productive, then have a clear out or tidying session. Creating space, even if it’s only on your desk, shifts the energy around you and allows a shift in your mental attitude. I don’t know why it works but it does. Maybe it’s because you see a clear desk and then you see your way clear to do something. However small, it’s a break out of that trough you’ve sunk in and then you’re away again.
Being passionate about what you do is the strongest strategy in writing. Keeping that energy level high is vital to keep your writing positive and optimistic.
Wednesday, 7 March 2012
Homestaging your book
Have you ever thought about how people will approach looking at your book? Of course it would be great if they started at the front, read all the way through to the end and considered the whole thing totally wonderful.
From experience as a librarian,writer and observer of book buyers, that's not what happens.
I've seen the following happen:
I'd equate it to how people view houses for sale. Some are thinking about the plumbing, some about the garden and still others wondering how they can fit in all their ornaments.
And you need to consider how your writing can appeal to all of them.
This is a short extract from The Writer's Little Book... with Big Ideas. For more information on how to purchase this book please go to http://www.writerslittlebook.co.uk/
From experience as a librarian,writer and observer of book buyers, that's not what happens.
I've seen the following happen:
- start at the back and look at the comments
- flick through to see how long the chapters are
- go to the introduction to learn about the author
I'd equate it to how people view houses for sale. Some are thinking about the plumbing, some about the garden and still others wondering how they can fit in all their ornaments.
And you need to consider how your writing can appeal to all of them.
This is a short extract from The Writer's Little Book... with Big Ideas. For more information on how to purchase this book please go to http://www.writerslittlebook.co.uk/
Tuesday, 6 March 2012
Writing East Midlands Flash Fiction Competition
Writing East Midlands has teamed up with Derby Telegraph and Waterstones Derby, to launch a Flash Fiction Competition for Derbyshire Writers.
Award-winning author Stephen Booth has agreed to judge the competition, with the shortlist and winning story being published in the Derby Telegraph.
For more information: http://www.writingeastmidlands.co.uk/
Award-winning author Stephen Booth has agreed to judge the competition, with the shortlist and winning story being published in the Derby Telegraph.
For more information: http://www.writingeastmidlands.co.uk/
Monday, 5 March 2012
Writing for your business: How to move your readers from reading to clicking that button
What’s inertia? My dictionary defines it as a tendency to do nothing. And a resistance to change
People often tell me I do a lot. If so it's in direction opposition to the challenge I face every day. Especially in winter when I’d much prefer to hibernate. Curling up and ignoring the world on a day the wind howls outside and the showers catch out the unprepared.
As business people, a head under the blankets attitude isn’t an option at any time. And these days there are so many things we have to keep up with. Facebook, Twitter, blogging and now Pinterest. Grr. Can you imagine me disappearing in the cloud of smoke of my tailspin. Which too often ends up in me taking no action at all.
Do it tomorrow is what I think. Or nobody’s listening anyway.
Not true though often we don’t realise they are. Not everybody sticks their head above the parapet to comment or connect.
So I have to carry on as if they need me. Need the help I can offer. A friendly word that might just turn around a difficult day for them. Or a solution so easy for them to take up it’s a no brainer.
As writers we're no different from our readers. We’ve problems and need solutions. We've woken up with a great idea and want to make things happen. Some day. Some day we’ll lose weight, buy the training package or get immersed in social media.
What stops us from sorting out all our challenges? We find out about solutions, we like the sound of them, we tell people how great it will be. Then we stick.
As a reader of a clothes catalogue I tear through it ticking off the items I like. In short I could spend a lot of money… which I’m sure the company wants me to do. But I’ve put in a pre buying strategy that says wait. At least 24 hours and better 48.
And what happens then? 9 times out of 10 I don’t buy.
How to counter inertia in your readers
When I examine all the techniques a company employs to try to break down my inertia I’m doing it both as a buyer and as a professional writer. As a writer I can admire their time deadlines, their offers to pay delivery, their limited availability.
As a buyer I’m deeply cynical and know they’re trying to manipulate my buying process.
How can we make our buying offers so important our readers can’t ignore it?
Dig deep and understand our buyers. After all, who are we? Can they trust us?
Understand how scared they are of changing. What if it doesn’t work out for them? What if their family, friends, colleagues make fun. We need to make their way to change an easy path.
The change they’re making might have been forced on them. At the back of their mind is always this nagging little voice – ‘but will it work?’ followed up by 'Can I get my money back?'
And the final piece of the jigsaw puzzle is accepting it may take several contacts with your buyer before anything happens.
My cat often makes several half hearted attempts to go out of the house in the morning before he gets all the way outside. He's sniffing the air, checking for intruders, thinking if he stays put we'll feed him again. When and only when he's ticked off all his worries does he take the plunge.
We as buyers aren’t much different from him.
People often tell me I do a lot. If so it's in direction opposition to the challenge I face every day. Especially in winter when I’d much prefer to hibernate. Curling up and ignoring the world on a day the wind howls outside and the showers catch out the unprepared.
As business people, a head under the blankets attitude isn’t an option at any time. And these days there are so many things we have to keep up with. Facebook, Twitter, blogging and now Pinterest. Grr. Can you imagine me disappearing in the cloud of smoke of my tailspin. Which too often ends up in me taking no action at all.
Do it tomorrow is what I think. Or nobody’s listening anyway.
Not true though often we don’t realise they are. Not everybody sticks their head above the parapet to comment or connect.
So I have to carry on as if they need me. Need the help I can offer. A friendly word that might just turn around a difficult day for them. Or a solution so easy for them to take up it’s a no brainer.
As writers we're no different from our readers. We’ve problems and need solutions. We've woken up with a great idea and want to make things happen. Some day. Some day we’ll lose weight, buy the training package or get immersed in social media.
What stops us from sorting out all our challenges? We find out about solutions, we like the sound of them, we tell people how great it will be. Then we stick.
As a reader of a clothes catalogue I tear through it ticking off the items I like. In short I could spend a lot of money… which I’m sure the company wants me to do. But I’ve put in a pre buying strategy that says wait. At least 24 hours and better 48.
And what happens then? 9 times out of 10 I don’t buy.
How to counter inertia in your readers
When I examine all the techniques a company employs to try to break down my inertia I’m doing it both as a buyer and as a professional writer. As a writer I can admire their time deadlines, their offers to pay delivery, their limited availability.
As a buyer I’m deeply cynical and know they’re trying to manipulate my buying process.
How can we make our buying offers so important our readers can’t ignore it?
Dig deep and understand our buyers. After all, who are we? Can they trust us?
Understand how scared they are of changing. What if it doesn’t work out for them? What if their family, friends, colleagues make fun. We need to make their way to change an easy path.
The change they’re making might have been forced on them. At the back of their mind is always this nagging little voice – ‘but will it work?’ followed up by 'Can I get my money back?'
And the final piece of the jigsaw puzzle is accepting it may take several contacts with your buyer before anything happens.
My cat often makes several half hearted attempts to go out of the house in the morning before he gets all the way outside. He's sniffing the air, checking for intruders, thinking if he stays put we'll feed him again. When and only when he's ticked off all his worries does he take the plunge.
We as buyers aren’t much different from him.
Saturday, 3 March 2012
Inspirational quotes for authors
"You can't cross a sea by merely staring into the water." Rabindranath Tagore
Thursday, 1 March 2012
Writing for your business: how to create a winning testimonial
What is a testimonial?
A testimonial is a favourable assessment of your services or product by someone outside your company. In short it's someone else singing your praises.
How do you create effective testimonials?
Online by encouraging feedback on your website, in your blog and product pages.
Offline by asking face-to-face clients for their feedback.
Isn’t this scary? Yes it often feels so especially if you're new in business. Even if you're scared, think of the advantages of clients telling others how you've motivated them, solved a problem or shown them a new way of doing something.
How do we ask for feedback that won’t turn into all criticism?
It’s tempting for us to think that we know what our buyers want, and what they like about our product or service. But we’re deluding ourselves if we think we have it right all the time. Less positive comments give us the chance to improve our performance. And wouldn't you prefer they give us that chance?
Here are some easy steps to end up with winning testimonials
First: ask what they like about what you did for them.
Asking for the positive first allows the focus to be on what they like rather than giving them a blanket permission to destroy us.
Second: ask for a couple of ways to improve what you do
Doing this proves to them you value their opinion. Shows them you take their business seriously.
Third: construct a testimonial or review from what they’ve said
Clients will say they're satisfied with what they receive. But they often put off telling us . The problem about getting that positive feedback is many people are hesitant about writing it. That’s why it’s better if you guide them. Here’s a formula that avoids general feedback like ‘fabulous’ ‘or wonderful service’ which convinces nobody.
3. Plus the result
And you have a specific viable testimonial.
For example:
Before buying your product, I’d always struggled with my accounts. So I was hesitant to buy yet another program. But your helpful 30-day trial convinced me to try it. And I have to say the results were better than I hoped. Not only did I find it easy to use with clear instructions and help feature, but also it worked exactly as it said it would. Now my accounts are up to date every month, taking me only a couple of hours to complete. Thank you for your product and service.
Anyone reading such a testimonial can find specifics to relate to and will be reassured.
Finally and most important.
When people offer you feedback, you need to have their permission to use their names and to edit if necessary their feedback. Not to change what they’ve said which will be illegal, but to shorten sections where needed.
Reliable feedback built up over years will produce results for you far beyond the effort you make to acquire it.
A testimonial is a favourable assessment of your services or product by someone outside your company. In short it's someone else singing your praises.
How do you create effective testimonials?
Online by encouraging feedback on your website, in your blog and product pages.
Offline by asking face-to-face clients for their feedback.
Isn’t this scary? Yes it often feels so especially if you're new in business. Even if you're scared, think of the advantages of clients telling others how you've motivated them, solved a problem or shown them a new way of doing something.
How do we ask for feedback that won’t turn into all criticism?
It’s tempting for us to think that we know what our buyers want, and what they like about our product or service. But we’re deluding ourselves if we think we have it right all the time. Less positive comments give us the chance to improve our performance. And wouldn't you prefer they give us that chance?
Here are some easy steps to end up with winning testimonials
First: ask what they like about what you did for them.
Asking for the positive first allows the focus to be on what they like rather than giving them a blanket permission to destroy us.
Second: ask for a couple of ways to improve what you do
Doing this proves to them you value their opinion. Shows them you take their business seriously.
Third: construct a testimonial or review from what they’ve said
Clients will say they're satisfied with what they receive. But they often put off telling us . The problem about getting that positive feedback is many people are hesitant about writing it. That’s why it’s better if you guide them. Here’s a formula that avoids general feedback like ‘fabulous’ ‘or wonderful service’ which convinces nobody.
- Take the problem that you help them solve
3. Plus the result
And you have a specific viable testimonial.
For example:
Before buying your product, I’d always struggled with my accounts. So I was hesitant to buy yet another program. But your helpful 30-day trial convinced me to try it. And I have to say the results were better than I hoped. Not only did I find it easy to use with clear instructions and help feature, but also it worked exactly as it said it would. Now my accounts are up to date every month, taking me only a couple of hours to complete. Thank you for your product and service.
Anyone reading such a testimonial can find specifics to relate to and will be reassured.
Finally and most important.
When people offer you feedback, you need to have their permission to use their names and to edit if necessary their feedback. Not to change what they’ve said which will be illegal, but to shorten sections where needed.
Reliable feedback built up over years will produce results for you far beyond the effort you make to acquire it.
Thursday, 2 February 2012
How to create a book - fast
Writing articles is a great way to offer short, targeted information to your readers. Having exerted yourself to produce the article why not make more use of it?
Turn your articles into a book.
What me an author you cry? Of course you an author. And to your cry of why me, my answer is, Why Not?
Today’s internet technology with self publishing companies takes the hard work out of it. No longer do you have to worry about the technical aspects of publishing. They guide you every step of the way.
And what better calling card can you have than a book? Proves you know what you're talking about.
Gone are the days when you're at the mercy of publishing houses. One of my clients chose to self publish. Why? Because she then was in control of the time the book emerged and how it was marketed.
If you have any kind of social media presence, you can strengthen your position... ahead of time by dropping hints about what you're doing.
If you still need convincing, here are three reasons for writing to help you decide on the type of articles you can write that will form the core of the book.
Make sure your writing is market driven
Listen to the feedback you receive from your customers.
When you analyse your Google stats and customer testimonials they tell you what your customers and prospects are interested in.
Run an online survey. Link it from a newsletter where you talk about a problem in your market. Ask them what their priorities are.
When you collate this information, certain topics will rise to the surface every time. That's what you need to focus on..
Even if you only have 50 pages of information., it doesn't matter. As long as that information is valuable to your reader, people will pay you for it.
Use all your offline networking skills
Talk to people. Everywhere. Depends of course what your products or services cover. Go where your customers meet. School gates, golf clubs, dancing studios. Doesn't matter where as long as you can get some face to face feedback about what's needed.
Or how about taking someone out to lunch. Listen, listen and listen some more. If they have no objection, record it then transcribe the information.
Even if you hate the thought of it, giving talks is a great way of connecting. Go in with an open mind, and some specific information you know will be helpful. It may take a few talks before you feel comfortable; it did for me. But doing it offers you ideas and possibilities you might not see otherwise.
Be social media savvy
Haven’t time to spend on Facebook, LinkedIn or Twitter? Think of it as market research again rather than being a waste of time. One of my clients is using discussion forums to start conversations as a way of refining the topics she’s chosen for her book.
What’s surprised her, because she normally works in a local area is that the commenting is global. It changed her perspective on her book from - oh little unknown me, to I have the chance to influence people globally.
It’s opened up her thinking about how to present the information and the topics to focus on. From being a rather reluctant writer, she’s become much more involved in the process of creating what people need.
I hope I've started you thinking about a book, even if it still scares you. Having done it, I can tell you it frightened me. But take it in easy stages and you can do.
Any book you write will find an audience, if you make sure that you’re addressing the problems that people suffer and need solving.
.
Turn your articles into a book.
What me an author you cry? Of course you an author. And to your cry of why me, my answer is, Why Not?
Today’s internet technology with self publishing companies takes the hard work out of it. No longer do you have to worry about the technical aspects of publishing. They guide you every step of the way.
And what better calling card can you have than a book? Proves you know what you're talking about.
Gone are the days when you're at the mercy of publishing houses. One of my clients chose to self publish. Why? Because she then was in control of the time the book emerged and how it was marketed.
If you have any kind of social media presence, you can strengthen your position... ahead of time by dropping hints about what you're doing.
If you still need convincing, here are three reasons for writing to help you decide on the type of articles you can write that will form the core of the book.
Make sure your writing is market driven
Listen to the feedback you receive from your customers.
When you analyse your Google stats and customer testimonials they tell you what your customers and prospects are interested in.
Run an online survey. Link it from a newsletter where you talk about a problem in your market. Ask them what their priorities are.
When you collate this information, certain topics will rise to the surface every time. That's what you need to focus on..
Even if you only have 50 pages of information., it doesn't matter. As long as that information is valuable to your reader, people will pay you for it.
Use all your offline networking skills
Talk to people. Everywhere. Depends of course what your products or services cover. Go where your customers meet. School gates, golf clubs, dancing studios. Doesn't matter where as long as you can get some face to face feedback about what's needed.
Or how about taking someone out to lunch. Listen, listen and listen some more. If they have no objection, record it then transcribe the information.
Even if you hate the thought of it, giving talks is a great way of connecting. Go in with an open mind, and some specific information you know will be helpful. It may take a few talks before you feel comfortable; it did for me. But doing it offers you ideas and possibilities you might not see otherwise.
Be social media savvy
Haven’t time to spend on Facebook, LinkedIn or Twitter? Think of it as market research again rather than being a waste of time. One of my clients is using discussion forums to start conversations as a way of refining the topics she’s chosen for her book.
What’s surprised her, because she normally works in a local area is that the commenting is global. It changed her perspective on her book from - oh little unknown me, to I have the chance to influence people globally.
It’s opened up her thinking about how to present the information and the topics to focus on. From being a rather reluctant writer, she’s become much more involved in the process of creating what people need.
I hope I've started you thinking about a book, even if it still scares you. Having done it, I can tell you it frightened me. But take it in easy stages and you can do.
Any book you write will find an audience, if you make sure that you’re addressing the problems that people suffer and need solving.
.
Subscribe to:
Posts (Atom)
