Content Mastery Guide

Editor and Ghostwriter

Is dyslexia blocking the brilliance of your writing?

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Note: If you’d rather listen to this post, here is a link to an audio recording.


MP3 File

When you have dyslexia and/or dysgraphia (written dyslexia), writing online content is an enormous challenge. This really hit home for me recently, when some of my colleagues and clients revealed that they struggle with these issues.

As I learned in this informative article by Miriam Darnell, writing can be an agonizing chore for you, because:

  • Organizing your thoughts is difficult
  • It’s challenging just to sit still and keep at it (extroverts, can you relate?)
  • It’s frustrating when your ideas don’t materialize on paper the way you want them to

I know that you know what you want to say

This topic reminds me of my time as the music therapist at the Aphasia Institute. The philosophy, “I know that you know” was ingrained in all interactions with clients with aphasia, who knew what they wanted to say but had difficulty expressing it.

Content marketing can improve your confidence and clarity

Because it’s harder for people with dyslexia and/or dysgraphia to explain their ideas in writing, content marketing may seem out of reach. Yet, it’s even more important. That’s because of how content marketing can impact:

  • Your confidence – Even though there are many intelligent, well-known, talented and successful people with dyslexia, there is still a stigma attached. When you have difficulties with reading and writing, it can lead to low self-esteem and isolation. Not to mention that imposter syndrome feeling that so many of us exerience.

    If you can get your great ideas into writing (maybe with speech-to-text software or a ghostwriter) you can build your own mountain of expert content. Then you and your prospective clients will see just how much knowledge and experience you have to offer – because it’s there in writing!

    As well, Action Club members tell me that their confidence soars when they get their articles edited before publishing. That way they can be sure their message is getting across.

  • Your clarity – When you have dyslexia or dysgraphia, it is difficult to sequence the details of your topic and get them sorted out in the right order. You may be excellent at delivering a big picture strategy or solution, but struggle to help your client break down the steps to get there.

    Getting your thoughts down into writing and/or talking through them with a ghostwriter will help you clarify your methods. You’ll be able to systemize your approach and use your content as an anchor for your work with clients.

I’ve said it before and I’ll say it again:

Content marketing is worth the effort – especially when you have a communication hurdle such as dyslexia or dysgraphia.

Another benefit of content marketing: It’s easier to plant your flag of expertise on top of a mountain of content

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Do you feel like a fraud when you call yourself an expert? Many of us do. It’s called the imposter syndrome and I’ve written some tips to help you deal with it. (Actually, it’s nice to read that original post from 2007 and notice that I don’t necessarily have an “imposter thought” daily anymore.)

What is happening every day is that I’m meeting tons of new people, whether it’s in person (maybe at a Barrie Chamber of Commerce event or down the road at the Williams Coffee Pub) or online (on Twitter or LinkedIn).

Today, with a mountain of 385 blog posts and counting, I’m much more confident about presenting myself as an expert web writer, editor, blogging consultant, content marketing strategist and writing coach.

I know that I can point a new colleague or prospective client to any number of blog posts I’ve written about whatever topic we’re discussing.

Joe Pulizzi from Content Marketing Institute pointed me towards a wonderful blog post last week, Ten reasons to blog – even if nobody reads it from Mark Schaefer’s Grow blog.

Growing your confidence as an expert will be a lot easier for you if you persist with your content marketing, publish consistently and keep building your own mountain of content.

How to Write a Blog Post, Part 2: The personal post

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There is nothing wrong with sharing a personal story on a business blog, as long as you have a business reason for doing so.

Sometimes that might be to demonstrate that you are a member of your own target market. As you’re achieving successes, you’re sharing your experience with your audience.

Sometimes it might be to reinforce a lesson that you wrote about previously.

And sometimes your reason might just to be show your readers more of your personal side, because we do business with those we know, like and trust.

How to write a personal post for your business blog

Business reasons aside, a personal post also gives you the opportunity to focus on the entertainment factor of your blog. So you’ll want to make your story as compelling as possible.

Blogging consultant Brad Shorr has a helpful primer on simple storytelling techniques for your blog. And Lou Hoffman shares a wonderful example from the CEO of Marriott International in his post about applying storytelling techniques to corporate blogging.

And since of course you’re going to be reading your story out loud before you post, you might want to practice some oral storytelling techniques as well.

I suggest you keep your personal posts short at 250-300 words or so. If it’s turning into a full article, consider reworking it into a “how to” or thought leadership post instead.

At some point during your story – maybe in the introduction and/or conclusion, subtly remind the reader who you are and what you do. After all, depending on the subject of your story, this post could end up in front of an entirely new audience.

For both new and returning readers, a personal story is a nice opportunity to show another side of you, your business and your life. If the reader happens to be your ideal client, this will bring you closer together. If they’re not, that will become clearer.

How to Write a Blog Post, Part 1: The “how to” post How to Write a Blog Post, Part 3: The thought leadership post How to Write a Blog Post, Part 4: The connecting post

 

How to Write a Blog Post, Part 1: The “how to” post

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Whether you’re a new blogger, a lapsed blogger or a blossoming blogger-to-be, you may struggle with the very concept of how to write a blog post.

I suggest you start with the “how to” post. It may be the quickest route to building a connection with the prospective clients who need you.

After all, they have a problem to solve. If you help them do that, consistently, it will solidify you as an expert in their eyes. When they’re ready to invest in a more in-depth solution, they’ll remember you.

Writing a “how to” blog post – Pack your bags!

To write the most effective “how to” blog post, I want you become a tourist amongst your target market. Here are my seven suggested stops:

  1. Know the locals – Who is your ideal client? Create a client persona that is detailed enough for you to imagine you are speaking directly to him or her.
  2. Understand their plight – What is the problem your ideal client is trying to solve? Why is he or she looking for help? What impact is this problem having? If you are a member of your own target market, think back to what you wish you’d known.
  3. Pack light – We cannot solve anyone’s problem all at once with one article, but we can still help. By breaking the solution into bite-sized tools, we give our readers small successes they can build on. That feels good – and you made them feel that way!
  4. Put yourself in their shoes – Imagine that you are brand new to hearing about this solution or method. You don’t know the language, you don’t have any of the background materials and you don’t even know what you don’t know. 
  5. Get them from A to B – Create a concrete set of steps that would enable a complete beginner to use one simple tool. Challenge yourself to stay in their shoes and resist the temptation to take them too far, too soon. Test it out on a real tourist (someone outside of your industry, or new to your industry).
  6. Wrap it up – Introduce your steps by addressing your audience (so your reader knows he or she is in the right place) and describing the problem and its impact. Conclude your post with a call to action to deepen the learning (an exercise to try, a question to reflect on or a way to take the next step with you).
  7. Jazz it up – Give your blog post a creative and descriptive title that uses the language your ideal client might type into a search engine.

Bonus tip: Presenting your directions as a list of numbered items or bullet points will make them easier to read and follow. Many people will only skim the list, so be sure each point is very descriptive.

Writing a “how to” or “core” blog post will demonstrate your expertise at solving the unique problems of your prospective clients. You’ll be giving them a small success they can feel good about – and that will make them feel good about you!

So grab your sunscreen, passport and “beginner’s mind.” Visit your target market as a tourist and discover everything you could be teaching them how to do.

Continue reading:

How to Write a Blog Post, Part 2: The personal post
How to Write a Blog Post, Part 3: The thought leadership post
How to Write a Blog Post, Part 4: The connecting post

How to make each reader feel like the only one

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Big Bright Bulb Founder Crys Williams and I recently chatted on Twitter about how clients really want to feel like they're your only client.

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(The one thing you're missing in this view is her tweet about me writing an e-book.)

Well, Crys, I don't have this one figured out yet, but I'd like to present a few ideas that will help make our readers feel like they are the only ones. I have a feeling that if we apply these to all of our relationships, including with clients, it will have the same impact.

  • Be present – Give yourself time to sink into the writing process with your whole being. (I wrote about the problem of rushing in a previous post.) Then as you're reading your writing out loud (you never skip that step, do you?), imagine your ONE ideal client is sitting across the desk from you. Think about the benefits this information will have for that person. Stay with that feeling as you edit.
  • Be responsive – Read and reply to your emails, comments and social media messages. Thank people for their opinions, even when they are different from yours. Most of all, learn from these interactions and shape your future writing around exactly who is in front of you.
  • Be a friend – In my memorial to my greyhound Chyna, I commented that everyone she met was a friend waiting to happen. Assume the same is true of your reader. Write from the assumption that you already have a positive connection – that attitude will shine through your writing.
  • Be there – Show up in their Inbox and/or social media stream on a regular basis. And certainly be there when you SAY you're going to be there. Show them you are someone they can count on to be consistent.

Everyone wants to feel special, appreciated and well taken care of. Instead of seeing that as a demand or a challenge, see it as an opportunity to connect more deeply with one reader at a time.

P.S. Crys, thanks for the inspiration to write this post!