Content Mastery Guide

Editor and Ghostwriter

Are You Making These Mistakes in Your Top 10 Articles?

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1. There's no point. Is there a clear focus to your article, or is it just a rambling of opinions and ideas? Using the structure of a Top 10 list should help.

2. There's no space. Is there enough white space for the reader in between ideas? A good rule of thumb is four lines maximum per paragraph. If you're publishing an HTML newsletter with a sidebar, that could be as few as one or two sentences!

3. There's no discretion. Oh my goodness!!! Are you overusing exclamation marks? If it's really that important, tell us why! Otherwise you're just distracting your reader.

4. There's no reader. Are you talking AT your reader or TO them? Ask them questions, use the word "you," and take a conversational tone in your writing. Try reading your articles out loud as you write; imagine a client is listening.

5. There's no end. Do your sentences tend to run on and on? Don't make it hard work to read your articles, or your readers won't stay with you. Write clearly and your ideas will be read, understood and shared.

6. There's no action. Do you let your reader off the hook with passive language? Pull them in by using lots of action words for things they should do, or to describe things you or others have already done.

7. There's no logic. Are you confusing your reader by combining too many points in the same paragraph? Use a clear and concise structure to separate your ideas.

8. There's no match. What is the focus of your list? If it's problem-focused, or a "don't" list (Top 10 mistakes, Top 10 symptoms, etc.), then that's what the header of each point should be. If it's solution-focused, or a "do" list (Top 10 ways to, Top 10 tips, etc.), then ALL of your list items should reflect that.

9. There's no magic. Do your list item titles (mini-headlines) stand out and attract attention? Choose a similar short phrase or keyword for each, rather than a full sentence. Make each mini-headline approximately the same length.

10. There's no invitation. Have you ever heard Andrea Lee say, "A confused mind always says no"? In the Author Resource box at the end of your article, make it clear which ONE action you'd like the reader to take – preferably to visit your website and sign-up for your free gift.

Quick Writing Prompt: Print this post and use it as a checklist when you're editing your next Top 10 article. Make sure you haven't made any of these mistakes!

Note: This article was edited on July 26, 2008 to conform with The Customizable Style Guide for Coaches Who Write.

What is Pink Spoon Marketing?

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The term "pink spoon" was coined by Andrea Lee, and was inspired by the popular ice cream store that hands you a little pink spoon and lets you sample some of their 31 flavours.

A pink spoon is a valuable product such as an article, tips sheet, special report or e-course. You offer this item to your website visitors in exchange for their email address and permission to contact them later with more information about your products and services.

Many clients have used my help to prepare a pink spoon for their website. Some already had some content (e.g. blog posts, newsletter articles, emails they'd written to clients or assorted ideas they'd collected over time), and just needed some editing help to pull it all together.

Others used my ghostwriting services and I coached the content right out them!

Who Are You and What Do You Want? Writing for Your Niche

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I have some bad news, and it might be tough to hear.

Not everyone is going to like you, trust you, believe in you or want to work with you.

You might be rolling your eyes and thinking, “of course not, I didn’t think that …”

Take a good look at your marketing, though. Who are you writing your marketing messages and promotional materials for?

I hear so many small business owners say “I work with anyone who …”

Even if you truly believe that anyone and everyone could benefit from your solutions and services, if you try to dilute your message to appeal to everyone, it will not stand out to anyone!

Choosing a niche market is a courageous step. If you’ve done it, congratulations! Please read on.

If you haven’t done it, please take the Lighthouse Test by Jan H. Stringer and Alan Hickman. [Update December 22, 2014: The test is now available here with a subscription to the Attracting Perfect Customers newsletter.]

Once you’ve chosen your niche, here are three ways to make sure that your writing is targeted to exactly who you’ve decided to serve.

1. Know your niche.

[Updated December 8, 2012] When she used to have a business called Money Smart Woman, Cindy Morus created a composite ideal client named Debting Debbie. She could tell you anything you needed to know about Debbie, including what kind of place she lived in, her education level, what she cared about, and how much money she made.

What’s more, every time Cindy sat down to write something for her website, newsletter or other promotions, she knew exactly who she was writing for.

Even more important? Debting Debbie, sitting at her computer, could feel that Cindy was talking just to her. She felt seen, heard and understood, and she instantly connected to what Cindy was offering.

As well, there were a lot of people that heard or read Cindy’s message that had a “Debting Debbie” in his or her life, and they instantly recognized this was a website they should pass along.

2. Write headlines that draw the right readers in.

Be as clear as you can in your headline about what the reader will find within. Yes, it’s important to get the reader’s attention by asking questions, using a snappy catch phrase or making a bold statement. But you also need enough detail for your ideal client to know that this material was written just for him or her.

Even if you don’t address the person you’re writing the article for in your headline, you can address the problem they’re looking to solve or the solution you have to offer.

3. Research, read and collaborate to write for your niche.

Andrea Lee introduced me to the concept of being a Google for my website and blog visitors. In Multiple Streams of Coaching Income, she writes:

“The fact is people are no longer looking for more information. They are looking for the exactly right information at the precise moment they want it.”

Keep up with the newest trends and read the latest news. Find, evaluate and share the information your ideal client is looking for.

Also, remember that two heads can create more content than one. Collaborate with another expert in your area of specialty – someone with a complimentary service to your own. Write an article together, interview them as an expert and publish a podcast or package it all together with a learning guide you can both sell as a product.

Quick Writing Prompt: Who’s the “Debting Debbie” of your niche market? Now look back at something you’ve written and evaluate whether he or she will see themselves.

Note: This article was edited on July 26, 2008 to conform with The Customizable Style Guide for Coaches Who Write.

Planting seeds to grow your business

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"Don’t judge each day by the harvest you reap but by the seeds that you plant." – Robert Louis Stevenson

I like to remind myself of that sentiment on those days when I’m not seeing RESULTS (e.g. new clients).

The thing is, I know that if I just keep on keeping on, my actions will get results. Usually not the way I imagined they would, and almost never when I want them to, but always according to God’s perfect plan.

Let’s keep planting those seeds!

Look Around and Make Connections

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Some of my favourite articles to read and write are those that connect seemingly disconnected things. What does going to the gym have to do with marketing? Alexandria Brown can tell you. What does winter driving have to do with creativity? I explain that in this 2005 article.

To start making connections, try this three-step process:

  1. Notice something interesting. What are the concrete facts? What's happening?
  2. What's interesting about this? What does it mean? What's behind the facts?
  3. How can this relate to a problem that your target market is facing, or a solution that you've discovered?

Quick Writing Prompt: Notice one thing in your day-to-day travels today and connect it to your work with your target market. Keep practicing and you'll start seeing connections everywhere you turn.