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Content Mastery Guide

Editor and Ghostwriter

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Special memory album helps a widow celebrate her memories, grieve and move on

March 1, 2010 By Linda Dessau

TORONTO, ON (February 15, 2010) – High school math teacher and widow Shira Hart worked with Creative Memories consultant Ruth Brickman to create a memory album for her husband Laurence. Through that process, she uncovered new memories, worked through her grief and celebrated her family’s history.

In 2007, high school math teacher Shira Hart was mourning the loss of her husband, Laurence. She was going through a lot and found it difficult to take the steps to move on. The boxes of photos in the basement particularly bothered her. Not just because they cluttered her space, but because she knew that they were full of still-life tributes to Laurence and their life together.

Laurence was an avid and talented amateur photographer, and loved taking photos of their family and their activities together. Right now there were only a few photos on display in her house, mostly recent ones. She knew that if she could find her way to sort through those photos, she would not only have a memorial to Laurence, she would have a priceless family chronicle.

Each time she thought about taking on the monumental task, she felt overwhelmed and could not get started. She didn’t know how she would begin to decide which photos to use, or how to put them together.

At a family Purim carnival at Temple Har Zion, Shira volunteered and wound up chatting with another volunteer, Ruth Brickman. She knew of Ruth—Ruth’s parents are also very involved in Temple life—but they had never met. When the conversation turned to Ruth’s home-based business as a Creative Memories scrapbooking consultant, Shira’s ears perked up.

“I could never have completed this album in memory of my husband without Ruth’s help,” says Hart, “Ruth was able to spend the time actually going through the old albums with me, sitting with me and physically going through the boxes. I couldn’t do that myself because it was too emotional. Every picture conjured up a story.”

Ruth, a social worker by profession, recognized the significance of the process, “It’s crucial for people who are grieving to have the opportunity to tell their stories.”

Aside from her compassion, Shira valued Ruth’s artistic flair and teaching skills, “She suggested ways to sort the photos—we started with the time when Laurence and I first married—and when it was time, she gently encouraged me to start the first page of the album, even though we weren’t finished sorting yet.”

Eventually, Shira took over and was able to complete the project independently. She actually ended up with two family albums. “Making these albums was incredibly therapeutic. I had no idea how much it would do for me. Because I was absorbed in doing something concrete, I could feel the memories but not be overwhelmed by them. And I rediscovered some positive memories—events that I’d completely forgotten about. What a gift—thank you, Ruth!”

Filed Under: Client Stories

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

February 28, 2010 By Linda Dessau

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.

Filed Under: Client Stories, Content Marketing Ideas, Writing Prompts

The real value of support (a very personal note)

February 25, 2010 By Linda Dessau

A heartfelt thanks to my coach, Charlie Gilkey, who has walked with me through this process of launching the Content Creation Capsule.

What did that support do for me?

I did more than I would have done otherwise – I've never written five new blog posts in one week before, but I did it! I never made a slideshow video before, but now I've made three!

I did things that scared me – I reached out and asked my colleagues to help me spread the word about my program, and I launched it long before it was perfect (or even completely designed!).

I went for MORE – I've raised my prices and changed my service packages since I've been working with Charlie, and am much closer to charging what I deserve. (By the way, this makes the Content Creation Capsule even more valuable for YOU.)

I would love to support you this way with your writing goals, which is why the Content Creation Capsule program includes a premium support option.

What could an intensive level of writing support do for you over the next six months?

How much more writing could you do? Are you struggling right now to publish one new article in a month for your newsletter? Imagine breezing through that and adding a mid-month mailing on top of it! Or maybe you're blogging once or twice a month now, if you're lucky. What if that turned into once or twice a week?

What have you been scared to try while marketing your business? Do you find it difficult to start conversations on social media because you have nothing to share? Do you neglect to follow up with prospective clients or referral sources because you don't have any resources that demonstrate your expertise? Are technical difficulties plaguing you?

How could you go for more in your business? With more clarity, resources, ideas and confidence, what will you be poised to accomplish in your business by the time we're through?

Wow, I am excited about these possibilities for you!

Lastly, I was reminded by Michael Bungay Stanier this morning how important is it to celebrate. Here are three things that I'm celebrating today:

  1. I'm attending the Wealthy Thought Leader in Vancouver next month, where I'll be spending time with three of the coaches who have supported me in my business, both past and present.
  2. People are enrolling in the Content Creation Capsule and I'm getting lots of questions and positive feedback.
  3. My dog Chyna pulled through a very scary health ordeal last weekend.

Filed Under: News & Special Offers, Personal Updates

Five new content marketing posts: Focus your writing, leverage your content, stand out, catch your ideas (and please, take it easy!)

February 21, 2010 By Linda Dessau

[Update December 31, 2012 – Some of these articles are no longer available – I’ve removed the broken links.]

To celebrate the launch of the Content Creation Capsule, last week I embarked on an impromptu whirlwind blog tour. Here are the links to my five posts, as well as Twitter links for my gracious hosts:

How to stand out from the crowd in an article directory Small Business Idea Generator Host: Alyssa Gregory

How to focus your writing for better results New Coach Connection Host: Don Morris (and team)

Easy does it: Consistent content marketing is a constant balancing act Shaboom Inc.® Host: Molly Gordon

How to leverage your written content: 25 things you can do with 500 words snap! web marketing solutions Host: Karri Flatla

Content marketing for solorpreneurs: Solve writer’s block with an idea catcher SoloPreneur.biz Host: Janet Slack

I also stopped by Maria Hebda’s community for Certified Career Coaches, where I talked about the basics of good writing and told the callers a bit about my desktop resource for coaches who write.

Thanks again to everyone who hosted and joined in, and to you for reading!

Filed Under: Article Marketing Fundamentals

Are you writing enough great content?

February 16, 2010 By Linda Dessau

Find out how in my new FREE video – 7 Secrets of Content Marketing Success.

Filed Under: Content Marketing Model

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