Content Mastery Guide

Editor and Ghostwriter

Branding Your Writing, Writing Your Brand

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"Imagine someone hiring you after falling in love with your writing style, only to find you entirely different in person!" – from Write Your Way to More Clients Online (Part One: Plan Mindfully)

On Thursday's call with choice, the magazine of professional coaching, Publisher Garry Schleifer was doing triple duty – he was my gracious host on the call, he was listening for writing tips for his own content marketing efforts, and he was managing the Facebook fan page where listeners were posting questions.

Pam Strand asked, "What are some tips for keeping [your] writing consistent with your brand?"

I shared that I had spoken earlier this week with a team who were redoing their website. It felt to them like they needed permission to move away from the crisp, professional and utterly generic language of their current site.

While I always encourage people to write with the same language your ideal client would use, it should be natural and authentic for you as well.

Maybe you are a member of your own target market, or maybe you're just looking to attract clients who are a natural fit. But how will you know if you speak the same language if you're trying to sound like someone you're not?

Writing prompt: To match your writing with your brand, consider what you want people to think of when they hear your name, or the name of your business. Look online for examples of others who write in that style. Then practice applying those techniques to your own unique ideas, topics and expertise.

Writing your online bio: Who are you and why should they care?

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When it's time to write your online bio, you may be relieved to think, "Finally, it's all about me!" But is it?

Up until now, I've been encouraging you to put yourself in your reader's shoes and remember that they are online looking for solutions and information. In order to make that crucial connection and build a long-term trusting relationship, you need to give them what they want.

There will be plenty of time down the line to share the wisdom YOU think they should know.

That goes for your articles, blog posts and other online content, but what about your bio? Your bio may seem like the perfect place to let loose and say whatever you feel like saying. But before you do, consider the following:

  • Your bio is where you establish credibility: In fact, 3 out of 10 of Stanford's Top 10 Guidelines for Web Credibility point to how well a site identifies and describes the person or people behind the scenes. Does your About page make the grade?
  • Your bio is where you spark a connection: People use your bio to decide whether or not to follow you, visit your website, subscribe to your newsletter, hire you or refer you. In Twitter, we have only 160 characters to make an impression!
  • Your bio is where you express personality: There are countless other professionals who do exactly what you do. Some have exactly as much training and experience as you do, and comporable client success stories. It's your hobbies, passions and personality that will set you apart to your ideal client and help make a match.

Writing prompt: When it comes to writing an online bio, it's still all about your reader. Choose the words that will help people get to know, like and trust you. Help your ideal client hone in on your unique qualities and capabilities that make you the perfect fit.

We'll be discussing this topic on the next Content Mastery Action Day. This full-day event is designed to help you jumpstart your content writing goals for the month. There is built-in accountability, a Q&A call and the opportunity for live editing assistance to make your article the best it can be.

While the full day is only available to Action Club members, anyone may attend the presentation call in the morning.

What: Writing an Online Bio – Who Are You and Why Should They Care?
When: Thursday, December 9th, 2010, 9:30-10:00 a.m. EASTERN (in, out and on with your day)
Where: Webinar

This presentation will cover:

  • Why you'll need five versions of your online bio
  • Which questions to ask yourself when you are writing each version
  • What to leave in and what to leave out – including how to deal with having outdated or unrelated experience or no formal credentials
  • BONUS: A worksheet for preparing your own online bio (subscribers only)

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?

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.

June article ideas for coaches

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It's the beginning of summer and the pace may be changing for both you and your clients. How can you tap into their warmer mindset and keep them focused on their coaching goals? Here are some article topic ideas for the month of June:

  • Life coaches: Life can be a beach! 10 ways to make work feel like a vacation
  • Parenting coaches: School's out! Why structure is important for kids – even in the summertime
  • Marketing coaches: Business slower in summer? 10 ways to leverage your down time for maximum results
  • Money coaches: Vacation spending: Plan ahead and come back with cash in your pocket
  • Career coaches: How to plan a fun community event that will do some good AND wow your boss

Writing prompt: Use these sample titles as a starting point for topics that are relevant for your clients, prospective clients and readers.