I create a lot of postings dedicated to business, marketing, or other elements of communications that are necessary for companies to succeed. But today I’d like to talk a little bit about my writing process and philosophy. Because we all want to know, if we’re paying for a service, what that person can do for us.
I have been writing for a long time now. So long that I can’t imagine not doing it. And each project, whether from a new client or a repeat customer, brings its own special challenge that I enjoy using my brain to solve. Over the years I have become skilled at writing quickly and at creating solid first drafts. This not only makes me more productive, but it makes me better able to meet the needs of my clients because I have to spend less time editing. An added bonus is that it gives me the opportunity to tackle more challenges that interest my ever inquisitive brain. I truly enjoy producing quality pieces for my clients. I have a perfect track record for customer satisfaction because I take the time to edit, tweak, and otherwise rewrite my pieces. And I’m really proud of that. Because writing is not just an occupation for me – it’s a passion. Every piece I create is done with the same level of care and creativity as the one before it, and this devotion continues for every project that comes along afterwards. This is why I write, and this is why I own my business. To share my talent in a way that affects the community, that helps businesses grow, and that makes people smile. Why do you do the job you do? How do you conduct yourself within your business? Have you thought about it today? Need help growing your business or nonprofit organization? Browse my website to learn about how I can help you with your particular needs.
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For a small business owner or someone trying to start a business, don’t forget that YOU are your biggest sales tool. What does this mean exactly? First it means that you have to actively get out there and sell your business, interact with your target market, and invest the time. But it also means that the following things can make or break you when you are interacting with a potential customer:
But you also have 30 seconds to make a good impression and draw in your potential employer . This includes your dress, your mannerisms, and your quick sale of yourself (who you are and what you do). The rest of the time you have to skillfully sell yourself as the best person for the job. Or at least sell yourself in such a way that they feel you might be a good candidate for future positions. If you blow it, you blow it. It’s the same way in business sales. As you try to grow your business, remember that even if you don’t make an immediate sale with a person, you are your biggest sales tool for ensuring that maybe this person will come back to you in the future. Make sure you speak articulately and with confidence. Make sure you have thoroughly prepared answers to all potential questions. Make sure you have a rote answer prepared for questions you don’t know the answer to. And make sure you have some materials to give them that they can reference and take with them. Sometimes it takes potential customers time to process your offering(s) and to actually solicit your services. In fact, many times people will not purchase your product or service the first time they see it. But that’s ok. Just leave a positive impression in their minds and be sure to follow up. But also make sure your marketing materials are strong, so that your prospects have an incentive and a means to circle back with you if they so desire. This is why sales and marketing go hand in hand, although that’s another blog topic (click here to read it). Need help growing your business or nonprofit organization? Browse my website to learn about how I can help you with your particular needs. A lot of people lump sales and marketing together into one entity, thinking they are the same thing. Businesses sometimes think if they focus on salespeople and those types of activities, then they are marketing. And vice versa – if they focus on marketing, then they are selling. But it’s just not true.
Sales and marketing are two different entities. So what’s the difference? Marketing is the process of promoting your business and the products/services within it via materials, strategies and ideas. Marketing can take the form of inbound or outbound marketing, and there are many different techniques within these realms. Some examples of marketing include websites, direct mail pieces, ads, email distribution lists, solicitations, newsletters, social media, etc. All of these entities involve things – people are involved in producing those things, but that’s where the interaction stops. Sales involves directly talking to people. It’s a people to people job. It’s about converting those people you are marketing to into actual customers. Sales can take the form of phone conversations or in-person visits. It can be attending a trade show and talking to people. It can be negotiating a contract based on your business structure, or making deals about rates. The key difference is that in sales, you are discussing the marketing materials you are presenting (or the business itself) with the goal of changing prospect interest into money for your business. Can you run a successful business without both marketing and sales? Probably not. This is because you use your marketing materials and resources when you are trying to sell, so you need to create those materials first. How often will you purchase something without a tangible object (brochure, product proof, written testimonials, etc.) or website to reference? Having printed materials, graphics, displays, websites…all of these things add credibility to what you are selling. Without it, you may as well be selling air. Need help growing your business or nonprofit organization? Browse my website to learn about how I can help you with your particular needs. I am contacted all the time by people who want to start a business and need my services, but who don’t realize that they actually aren’t ready. So then what does it take to BE ready to start a business?
The majority of clients who contact me about starting a business only have an idea in their heads. They don’t have a business plan, they haven’t saved up the cash they need for capital expenditures, and they haven’t thought through the costs of actually running and marketing the business. All of these entities are requirements for setting yourself up for success; skipping any or all of them can cause you to stumble later on down the line. It’s important to note that creating a solid brand takes time and varying amounts of cash. Have you calculated how much money you need to create a website, create your image and brand identity, and create your marketing materials? Have you saved up the money to cover those costs? And if not, are you trying to get started on the cheap by hiring the most inexpensive (and often least professional) help possible, thereby setting yourself up for failure before you even begin? (See my post on cheap writers to see what you really get when you hire on the cheap) Lately my advice to new clients has been this: take some time, research your market and competition, write down your expenses, and save some capital to fund your endeavor. When you have done that, I can do my job and help you grow. And you will be ready for success. So, think you are ready to start a business? Use this list as a reference:
Starting a business is not an easy endeavor, nor is it a fast one. Because everything in our society is so fast, people want to get their businesses going quickly without having to put in the time and effort. But remember: you have to do the work first in order to be successful later. Take the time to plan, save, and research so you set yourself up for success. Consult with a professional so that you know what you are doing. That way you have a better chance of achieving the ideas and dreams you are so passionate about. Need help growing your business or nonprofit organization? Browse my website to learn about how I can help you with your particular needs. Do you dream of starting a business? Or maybe you have already begun the process? Before you get too far into things, there are a few tasks you need to make sure you do in order to ensure you are successful in your new endeavor.
1. Define your product or service Figure out exactly WHAT you are trying to sell. Is it a product or a service? Is there really a need for that particular item or service? What are the costs involved, and what do you need to do to create and sell it? If you are selling a tangible good, figure out exactly what the item, or items, are. Figure out exactly what the materials are. Figure out the exact costs to produce it, and the price you can expect to sell it for. This will help you determine whether or not you can make a profit, and how much you need to sell in order to do so. If you are selling a service, figure out exactly what that service entails. Define the capacity and limitations of that service. What is included in the cost? And what isn’t? What are you skilled enough to provide within your service offering, and what do you need to learn? Do some research into similar service offerings and determine effective pricing. You want to have competitive pricing, but not pricing so high that you lose customers or too low to sustain a living on. 2. Narrow down your market Once you have defined your product or service, you need to figure out exactly WHO your market is. Who will buy this product? And who will want to? Is there really a market for what you are selling? And can your market afford its price? You also want to try to forecast if your target market might change in the coming years, based on technology trends or population movement, or other factors outside of your control. Is your market still going to be there in five years? In ten? How will you have to shift your business to accommodate any changes in your target market as time progresses? 3. Write a business plan This is one of the most crucial steps in the process of starting a business, yet so many entrepreneurs neglect it entirely. “But I have it all in my head,” you say. “Why do I need to write it down?” Well, writing a business plan really forces you to fully think through all that “stuff” in your head, and make sure you are truly on a track to success. It forces you to thoroughly examine your business, your finances, your mission, and your strategies. And while writing the business plan, you may discover that some of those ideas you had wouldn’t actually work now that you see all of the costs involved, or can really examine your marketing strategies. If you need help with a business plan or marketing strategies, there are many avenues available to you. Visit the Small Business Administration for guidelines, information, and help getting started on your new venture. And find a good writer to help you get your ideas on paper if you find yourself struggling. 4. Open your doors and sell yourself You have your business plan in place, you have your marketing strategies set, you have all the funding you need (if required). Now it’s time to start selling yourself and your product/service. Do you have a website? If so, is it effective? (How can I tell?) Hire some help if it isn’t. Websites are your number one selling tool in this age of technology. A poorly written website can cause you to lose more business than anything else. Do you have marketing materials? Are they good quality? If not, hire some help. The design and wording makes the difference between someone looking at the materials, or having them throw it straight in the trash. Are you constantly trying to find ways to attract new customers? Or have you only put a few things out there and are now sitting back and waiting? Owning a business is a non-stop job. There is no end to marketing – if you stop marketing, you stop gaining business. While it’s true that at some point a good business may begin to function almost chiefly on referrals, you still need to make an effort to market yourself. Things change, businesses come and go, people move away. You always need that stream of income. Finding an experienced writer and consultant who you can call part-time or as-needed, rather than a full-time staff member, is a good solution if you are on a tight budget. They can step in to help you for a comparatively lower cost, and they will give you a very high return on your investment. Need help growing your business or nonprofit organization? Browse my website to learn about how I can help you with your particular needs. So you have contacted a writer, gotten an estimate, and your first reaction is that you don’t understand what that money is paying for. After all, it’s just writing right? Well actually a lot goes on behind the scenes. And when you hire a stellar writer who charges professional rates, you are getting a lot more than just writing for that investment. Let’s do a comparison.
Cheap writers Let’s start with the super cheap, below minimum wage writers. You see them all over Craigslist and freelance sites like eLance or Guru.com, and their unbelievably low rates are very tempting. Especially for growing organizations who don’t have a large budget. But what are you paying for when you hire a writer like that? Well, you are likely getting someone who:
Writers like this sacrifice quality and effectiveness for quantity and speed. These subpar writers want to hook the client with a super cheap rate, deliver something quickly, collect the fee and then move on to the next prospect. Many of these writers, obviously, do not maintain repeat customers because of the poor writing quality they deliver. So what you get is a writer who relies on his or her cheap rates – rather than client satisfaction – to continue to get work. Keep these things in mind when considering a writer of this type. You may end up having to get the work fixed by a professional (I am often contacted for this reason), or if left untouched the work may actually decrease your revenue by tarnishing your image. This will definitely cost your organization much more money in the end, and cause you additional headaches. Professional writers Now, let’s talk about a professional writer – a writer who charges real fees and who yes, will cost you a bit more up front. But let’s look at what you get for those fees, and let’s talk about the case for going ahead and hiring a professional even if you are on a tight budget. When you hire a professional writer, you are getting someone who:
Isn’t this a better option long term, when you think about how you are investing in your organization? Professional writers know their craft, they know what it takes to create something that meets your goals and objectives, and they take the time to produce quality because their rates ensure that they can. They conduct themselves professionally and maintain a stable client base, because they deliver good work and provide prompt service for their customers. Wouldn’t you rather pay $500 for something that will bring you $15,000 in revenue, than $50 for something that might only garner you $2000? Think about what you are paying for and how you are investing your money when you hire a writer. And remember, you can always do a trial run with a small project if your budget is tight. See if you like their work, if it increases your revenue, or ups your professional image. If it does, you can move forward slowly with more projects as you get the funds. Need help growing your business or nonprofit organization? Browse my website to learn about how I can help you with your particular needs. I think, as with many fields that rely on experience more than education, technical writing is a very tough field to break into. In fact any writing field is a tough field to break into. Why? Because you have to prove yourself and get solid writing experience before someone wants to hire you, but then you often need someone to hire you in order to get published.
I broke into technical writing by accident. I started as a project administrator in an IT department. They asked me to edit some documents because I had an English degree, and they loved my work. Before I knew it I was the new technical writer. Then I was managing technical publications and entire help systems, and localizing documents for clients all over the globe. I think a good way to break into the field is to get on with an IT company. Even if it’s just in an administrative role. You can get a feel for the products, try to learn more, and then ask to edit some documents or to participate in some projects. It’s a good way to demonstrate your abilities and to absorb skills from the pros. Ask questions. Ask how they create documents. Ask for suggestions about how to write more effectively. I have used this technique to move from technical to marketing communications. It shows you are interested, and usually people are happy to share knowledge. And remember, most companies would be happy to give you extra work if you ask for it and if they think you are qualified. Don’t forget that. They get more bang for their buck if there is one person doing multiple jobs. I successfully asked for, and took on, marketing projects alongside my technical writing projects because I wanted the experience and to learn the field. These skills propelled me forward and allowed me to expand my career even further. Final thought: if you find yourself stuck and stagnant in your job, keep it moving. Especially if you receive good feedback from colleagues about your writing but the company won’t let you move forward. Find a new company that will. Sometimes managers will peg you in a job because it’s cheaper for them to keep you there, or because they think you are very skilled at it (even if you are trying to move elsewhere). Need help growing your business or nonprofit organization? Browse my website to learn about how I can help you with your particular needs. So you want to reach your customers. You send out marketing materials, then more, then more. Yet you still don’t receive the response you want. In fact the response is actually decreasing now, which instinctively makes you try harder. Is it possible to overly market? It sure is. This is actually a very detrimental activity for your business.
When you decide to directly market to your prospects – whether it’s via social media and email, or printed materials like direct mail pieces – be careful how you do it. It’s easy to cross the line into spamming and degrade your image. Choosing how to conduct your marketing activities depends on the type of business you own, and what you are trying to sell. To avoid turning off your customers and decreasing your prospects, choose your marketing tactics carefully. Any good marketing person can help you with this if you aren’t sure which direction to go. But a good rule of thumb is: don’t repetitively spam your prospects with emails, direct mail, etc. in a very short period of time. It’s like receiving a phone call everyday from the same company, saying the same thing, with the same tone, and the same words. How long would it take you to stop answering the phone? Not long. Think about what this means for your business. If you need to increase interaction with your prospects, vary your materials and let them have the option to view it rather than forcing it upon them. Employ more inbound marketing strategies. Save the messages you really want them to see for planned campaigns and outbound marketing. That way you will get their attention when you really need it, but not turn them off by continuously shoving a bug in their ear. Need help growing your business or nonprofit organization? Browse my website to learn about how I can help you with your particular needs. Blogs seem to be the hottest trend on the internet. Many companies are adding them to their websites in the hopes of increasing their customer base. But is this always a good idea? It depends on the company, and it depends on who is in charge. Here are some things to consider.
1. Can you write? If you are going to run and/or write a blog, first and foremost you have to be able to write. And to write well. Blogs are used to drive traffic to your site and to demonstrate knowledge and expertise. They are also used to engage your market in relevant trends and keep them updated on things that are going on in your organization or field of work. But if you can’t write with skill…then don’t write a blog. Let’s imagine a scenario where a potential customer sees an interesting blog title and clicks on it. They have arrived at your website, which was goal number one. Great! Now they start reading the blog entry and find that the wording is jumbled, there are spelling errors, it doesn’t flow, and overall they just can’t understand the message very well. What just happened? You just lost a customer. Why? Because you lost credibility. So before you add a blog to your site, consider whether or not you have the writing skills to successfully run one. And if you don’t, employ outside help to write or edit your content to make sure it stays professional. 2. Can you consistently add content? If you maintain a blog, you have to be able to consistently add content to it. It doesn’t have to be every day, although this is ideal. But it should be on a regular basis so readers stay tuned into it, view you as credible and invested in your company, and even start following you on RSS feeds and the like. A stagnant blog loses its effectiveness. It’s almost like that can of expired soup that ends up at a discount store – at one time it looked really appetizing and was worth some money, but it’s now sat there unattended so long that it’s no longer in the forefront of most shoppers’ grocery experience. And its worth has devalued to a discount price. Blogs need to stay relevant, they need to be active, and they need to keep moving. A living, breathing blog is an effective blog. And one that can convert prospects into paying customers. 3. Will a blog really benefit your particular offering(s)? Before undertaking the time and monetary cost of running a blog, consider its value to your company. What are you selling? Is it a product or a service? What topics around that product or service can you discuss in a blog? Is there enough there to make it worth the time and effort? Make sure you know the answers to those questions before you add a blog to your website. You don’t want to embark on the journey, only to find out that after 10 posts you no longer have anything to say. Good writers know how to continuously find topics to write about. It’s a skill that you can learn, or that you can hire someone to do for you. But regardless, blogs are not relevant for every company. Other marketing efforts may be worth more for your particular company depending on what you are trying to sell, and how much information about that particular item or service is really out there. Think hard about the return you are trying to get on a blog investment, before investing in one. Need help growing your business or nonprofit organization? Browse my website to learn about how I can help you with your particular needs. Let’s think about what the job of a grant writer is: to use words to sell an organization to a particular target. Now let’s think about it further: isn’t this what a top notch marketing communications professional does?
What do you look for when looking for a grant writer? Someone who has years of non-profit experience? Someone who can write well? Someone who has worked at your organization in the development department for years and years? Well I’m here to argue that you should base your search on factors outside of just these entities. And that in fact, a good grant writer may not necessarily have the background you might think. An understanding of the nonprofit sector is important for a grant writer, as is an understanding of your organization’s goals and mission. However any marketing manager or marketing communications professional that goes into a new company has to learn these things - these are not unique abilities that can’t be grasped quickly. The important thing to look for is the SKILL SET the person brings to the job. Those are the things that can’t be learned, and that can be beneficial or detrimental to your organization. When you are looking for a grant writer, look instead at whether or not they have a true communications background, and exactly what type of background that is. Can they create words that sell? This skill set comes with marketing communications. Can they create succinct, informative copy that is easy to read and understand? This skill set comes with technical writing. Ideally you want to find a professional who possesses both of these skills, because a grant proposal involves doing two things: presenting a lot of information in a very succinct and organized way, and presenting that information in a way that sells to the person reading it. Finding a writer with that combination of skills, plus a desire to work in the nonprofit world, will help you have more success with developing your nonprofit organization. Need help growing your business or nonprofit organization? Browse my website to learn about how I can help you with your particular needs. |
Contact me at info@writerliz.com.
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