Content Mastery Guide

Editor and Ghostwriter

How to turn a client story into a news story (and more clients)

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There are several reasons why client stories are so much more effective than a simple description of your services, or even than a straight testimonial.

  1. Stories are engaging. They allow room for background, drama and time for the reader to really settle in and want to know more.
  2. Stories are evidence. Stories show your reader that someone just like them used and benefited from your services.
  3. Stories are newsworthy. We’re used to reading and hearing stories about people in the news. Information that’s delivered in this familiar format is accessible and credible.

Here are some suggested writing prompts that will help you turn one of your client projects into a newsworthy client story that will be attractive to new clients.

Every story needs a hero: Give your reader some background information about the client – really focus on what will get attention and make your story stand out. Does your client have a unique business or life circumstance? Was their problem particularly dramatic? At the same time, you want to be sure to highlight the circumstances that your prospective clients will relate to.

Write for your destination: My sister and I had a few publications in mind when we started this project, so I was aiming to write in a voice that would fit into those.

I did the same thing last week when I went blog-hopping to launch the Content Creation Capsule. You may have noticed the difference, for example, between the posts I wrote for Molly Gordon and Janet Slack. Both post felt authentic and in my voice, but I presented my ideas in a slightly different format to fit each blog.

Give your hero a voice: Use direct quotes to allow your client to say precisely how he or she felt about working with you. Ask broad questions that will highlight the benefits across all life areas and levels of experience. How is life different? What do you notice as you go through a typical day? What has surprised you most about this experience?

Quote yourself: Remember that you’re the expert here. Study the work of journalists you enjoy reading and notice how they position expert quotes within their stories. Insert a quote that authentically demonstrates how your specific methods, experience or expertise made this story come to life.

Click here to meet my sister Ruth Brickman and read the client story we created for her Creative Memories business.

P.S. As my volunteer editor for many years, Ruth has already provided far more value to my business (and my life!) than I ever would have charged her for this service.

Social networking beyond the link: 5 ways to turn your blog post or article into a conversation starter

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In today’s post I chat with social networking and marketing implementation specialist Kristen Beireis of the Coaches’ Marketing Source.

Linda: Kristen, I’ve never heard the term “conversation starter” before, related to social networking or content generation. What’s the difference between a conversation starter and a regular status update?

Kristen: A conversation starter is intended to get a discussion going. It’s not an “in the moment” or “this is what I’m doing” post, like a regular status update would be. This is a pre-planned update that is meant to stimulate a conversation with those in your network.

Linda: My new blog posts and ezines are automatically posted to my LinkedIn and Twitter accounts already – why isn’t that enough?

Kristen: Blog posts are great information and should be posted to your accounts, but there is  much more you can do. Posting a blog link just says “read this,” and constantly broadcasting to your network can really get people to tune out. I’m sure there’s a conversation to be had around your blog post – you just need to find a way to invite people to engage in that discussion with you. That will get them tuned back in.

Linda: Great points, Kristen! So how do we do it?

Kristen: Expand on the content in your original blog post or article, and take it just a bit further. For example, you can:

  1. Ask questions that get a conversation going around the topic.
  2. Post controversial statements that get people to think about the topic.
  3. Start a conversation with a colleague to ask their opinion about the topic (you might want to email them privately first to let them know you’ll be doing this).
  4. Post quotes from some of the comments you received on the blog or by email (ask permission first for the email comments!)
  5. Ask people to share stories if they can relate to what your piece was about.

You can also include some “teaser” posts with links, the same kind of thing you might use as a promo or introduction in an article directory, but keep those to a minimum and focus on interacting with your network. People get tired of seeing those links all the time.

The point here is to create an engaging discussion around a topic that you are an expert in.

Wow, thanks so much to Kristen Beireis for stopping by and enlightening us about how go “beyond the link” when we share our content on social networking sites.

How to leverage your written content: 25 great things you can do with 500 great words

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When you pour your heart and soul into writing an article that really hits the mark in providing solid value for your target audience, it's sad to think of it only getting one chance to shine in the world. But that's exactly what happens for so many entrepreneurs who write articles as a strategy to build relationships, trust and credibility with prospective clients.

Maybe you send the article out in your monthly newsletter. Maybe you post it on your blog, if you have a blog. Maybe you post it to your website. 

What a waste of your brilliance to only use it once!

Here is just a sampling of the many ways you can leverage your content in an integrated marketing strategy. This will not only keep you on the minds of your prospective customers, it will fuel your own creativity to think of more and more ways to play off that one original article.

25 ways to re-use a great article

  1. Put the words in a different order (explore your topic from another perspective and write another article about it)
  2. Read the article out loud and make a podcast  (Audio Acrobat is a handy tool for this)
  3. Interview someone else about your topic (e.g., an expert, a colleague, a client)
  4. Create a poll about the topic (ask your blog readers and social networks to answer)
  5. Ask questions about your topic on your social networking sites
  6. Send the article out in a newsletter to your mailing list
  7. Post the article to your blog
  8. Link to your blog post on your social networks (you can set this up to happen automatically)
  9. Print your article out as a handout (add photos, graphics and your logo and contact information)
  10. Submit your article to a general article directory (e.g., EzineArticles)
  11. Submit your article to a targeted article directory (e.g., Coach Spotlight)
  12. Submit your article as a guest post to someone else's blog
  13. Present a tele-seminar about the topic
  14. Present a workshop about the topic
  15. Combine these words with other great words you've written and share them online (e.g., as an e-book or home study program)
  16. Combine these words with other great words as a printed book
  17. Create an actionable worksheet about the topic
  18. Start a debate about the topic (post a provocative statement to your social networks)
  19. Challenge another blogger to a duel (find someone with an opposing view and ask them to write about it)
  20. Send the article to clients or prospective clients who ask you about the topic
  21. Select some key words or phrases from your article and make them into a slideshow (add some photos and turn it into an online video)
  22. Discuss the topic in front of your webcam (and turn it into an online video)
  23. Create a diagram out of the topic (give your readers a visual map to follow of the topic)
  24.  Make a word picture out of your article (http://www.wordle.net/)
  25. Link a song (http://blip.fm/) or movie to your topic and share the connection with your social network

Please don't be limited by these 25 things, my friend. Go forth and turn your content into new and wonderful solutions for the people you serve. 

[Update December 31, 2012 – This article was originally posted on the snap! va marketing blog, until Karri Flatla moved on to a new career.]

Content marketing: Turning strangers into clients

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On a phone call last week, I heard: "Would someone really hire a stranger that they just found on a website? I provide a service – don't people need to be referred to me by someone they trust?"

An excellent two-part question, to which I'll write a two-part answer:

Turning strangers into clients

When a stranger lands on your website and they're greeted with information that will help solve their problem, they can very quickly turn from a stranger to a fan. If they really like what you've written, they may share it with someone they know or bookmark your page to come back to later.

But it gets even better if you're employing pink spoon marketing techniques (and hopefully you are!). Now, that stranger has now downloaded your free resource and given you permission to follow up with more useful information and ways to get to know you.

As you stay in touch over time, you won't feel like a stranger to that visitor anymore. You will feel like a trusted source of useful information, a valuable resource and the first person to consider when it's time to look for solutions.

Making referrals easier

When you take good care of a client, you make the person who referred that client look really good! With an impressive collection of informative content on your website, blog or social network profile, you can give your referral sources even more clout.

Imagine them being able to say, "Sorry to hear you're having trouble with X, Jen. I just read a fantastic article with some great tips – here's the link."

Just as your articles build trust with prospective clients, they also build credibility with potential referral sources, and give you an easy, no-pressure way to stay in touch with your network of colleagues.

So while it may not happen immediately (and sometimes it does!), I say YES, strangers will hire you just from seeing your website. IF your website includes some great content.

And for those who need a little social proof, your content can solidify your standing as the go-to expert in your specialty and guarantee a steady stream of referrals coming your way.

Why products should enhance your services, not replace them

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Do you ever fantasize about building an empire of passive revenue products and then spending your days at the beach while the income from those products pays your bills? It's okay to admit it, I think we've all been there.

While passive revenue is certainly an appealing idea, most of us got into coaching or other service businesses because we enjoy helping people and interacting with them directly.

I recently read that entrepreneurs should focus on creating new services in 2010 instead of new products (my apologies to the source, but I can't remember where I read it). It's hard work, they continued, but it will do more to deepen your relationships with your clients.

Consider these three ways that new written information products such as e-books, e-courses, workbooks and home study programs could enhance and promote your new service offerings in 2010:

1. Your products can serve as a curriculum for structured coaching programs. Coaching programs are appealing to clients because they know what to expect, and they're helpful to coaches because you have a basic blueprint you can lead each client through – with plenty of room for customization along the way.

2. Your products can be a stepping stone for prospective clients who cannot or will not invest in private or group coaching right now, but believe in your work enough to use your materials for self-study. If your products are useful to them, they are more likely to come back to you when they are ready for coaching, and they will also be more likely to refer you to others.

3. Income from your product sales can provide a comfortable buffer to fund some of your basic needs and get you out of survival mode. From there, you can step into your work from a true place of service and connection.

My 2010 business plan is shaping up to include a mix of new products and service – how about yours?