Content Mastery Guide

Editor and Ghostwriter

Even when YOU don’t want to write, THEY still want to read

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This post is not about fear (although it kind of is) and it is not about urgency (although it kind of is), it is about perspective.

When I choose not to write (yes, I'm definitely writing this post for all of us – since I have an unfinished book on the go at this moment), it's because I'm thinking about ME. I have something else I must do. I feel unsure how to proceed. I am wondering what everyone else is up to. I am worried about what people will think.

Me, me, me, me. It gets tiring, doesn’t it?

When we get stuck in ourselves like this, we need to do an about-face and stand in the perspective of THEM – our lovely readers, our past, current and future clients, and all of those people who need the kind of solutions we are uniquely suited to deliver.

Because they are looking for those solutions right now. And even if you are their perfect match, if you're nowhere to be found they will look elsewhere. So YOU keep writing your blog posts, and I will keep writing my book – do we have a deal?

Writing prompt: What blog post would you write if you knew your ideal client was about to visit your blog, looking for a solution?

Is your business a service? Top 5 reasons to blog (and more often)

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In a recent chat with trust marketing expert Kristen Beireis, we discussed how blogging is such a good tool for people who provide a service. Here are the top five reasons to be blogging (and more often):

  1. Content marketing works. By giving prospective clients a taste of what you think and how you help, you help them get to “know, like and trust” you and see that you are a good match to meet their needs.

  2. You like to write. Of course you can get help with this task (wink, wink), and of course you can learn how to do it better (nudge, nudge). But if you're someone who naturally likes to write, then blogging will be a pleasurable task that never feels like “marketing.”

  3. You love to help. Obviously you provide a service because you like to help other people grow, improve, learn and change. Providing valuable suggestions and solutions via your blog is just another extension of that helping activity.

  4. You have a creative side. Maybe you don't get to use it all the time in working with your clients or managing your business activities, but it's there and just itching to get out. From the different types of content you can write to the multitude of blog design options, blogging gives you a creative way to grow your business and serve your clients.

  5. You have more time than money. Blogging is a very inexpensive way to attract people to your website where they can join your community, enter your marketing funnel and sign up for your services. And there are smart ways to manage your article writing time.

If you've never considered blogging, please look over these reasons again and see if they make sense for you. If you're already using writing as a marketing tool, e.g., sending a monthly newsletter, consider making the shift from newsletter to blog.

Please let me know if you have any questions about how to get started with blogging. 

Article endings: Send your readers on their way better than you found them

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"I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel." – Maya Angelou

When your readers come to the end of your article, what do you want them to take away?

Whether you give them a list of actionable tasks to apply or one powerful question to ponder, aim to inspire some sort of change. That inspiration, that hope that they can actually make that change, solve that problem or take that step is what they will remember.

This is your opportunity to create and deepen a relationship so they can get to know you better and see if you are the right one to help them make that change.

Writing prompt: At the end of your next article, consider what change you would like to inspire. For six types of exercises you can use at the end of an article, please see Chapter 23 of The Customizable Style Guide for Coaches Who Write.

One person’s info crap is another person’s treasure map

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For those of us who live online, literally spending most of our day clicking and reading and typing and chatting, we see a LOT of information. And yes, some of it is crappy. Some days, most of it is crappy.

But crappy does not equal short and crappy does not equal simple. A short, simple post that introduces a topic at a basic level can be the most crucial core piece of content you'll write. It brings people into your community exactly where you want them – at the beginning.

Your short, simple post is like putting the first pin on the map of your business. You've now started someone on a long, deep pathway of learning, relationship and the opportunity for service.

Remember that your readers and prospective ideal clients are entering your world at all different levels of knowledge, experience and understanding of your topic. So please don't throw away (or misjudge) a short, simple post that just might be the very first step of someone's transformational journey.

P.S. Even the most helpful information can come across as info crap if it's not written well. So please read your post aloud, run it through an editing checklist or hire me to look it over for you.

Read your article out loud before publishing – do not skip this step

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When Cindy Greenway and I were chatting during my presentation at the Virtually Successful Telesummit back in April 2010, a light bulb went off for me.

It was when we were talking about how easy is it is to gloss over errors in our own writing. After all, we know exactly what we meant to say, so that’s what we see on the page, even if there are typos or missing words.

Here are three quick editing solutions that will catch these mistakes before they damage your credibility or your relationship with your reader:

  1. Go away and come back – taking even five minutes while you do something else will help, but it’s better still to come back to it later in the day or the next day.
  2. Read your article out loud – do not skip this step! I do this with practically everything I send, including most emails. It is amazing what I miss when I just read over what I wrote.
  3. Ask someone else to look it over – my sister Ruth Brickman has been editing for me since I wrote my first newsletter article in June 2003. She gives me an invaluable outside perspective on the content, finds those pesky little errors and helps me keep my writing as clear as possible. (Thanks, Ruth!!!)

I know that you know what you meant to say. Let’s make sure it’s coming across in your writing!

P.S. I can help you polish your articles and blog posts. Please contact me today for more information!