What to Look for in a Professional Content Writer

Every business needs content. Not the bland, me-too nonsense that frequently clutters up our inboxes and feeds, but genuinely useful, interesting content.

Content that helps a business stand out amid the clutter and noise. Content that moves prospects closer to a sale. Content that can become a powerful differentiator for your company.

And businesses often have a tough time finding the writers who know how to create that type of content over time.

One of the reasons I think organizations struggle is that they don’t always know what qualities will make for a genuinely productive, profitable hire. And as you might guess, I have a few strong opinions about that.

So, here’s what I think you should look for when you need to hire a content professional to create the marketing that will move your business forward.

A professional content writer has a strong, confident writing voice

A strong, confident writing voice is essential.

Strategy, marketing, and persuasion techniques can be taught (that’s what we’re here for). Voice, on the other hand, develops over time and needs to come from within a creative, intelligent, sensitive human being.

While a solid writing voice can be developed over time (here’s how), your writer won’t ever get there without a lot of passion and commitment. Talent doesn’t hurt, either.

Look for a writer whose work is interesting, funny, smart, perceptive, and convincing. Look for someone whose writing you just like to read.

Some have it and some don’t. Insist on hiring the one who does.

A professional content writer has a solid grasp of spelling, grammar, and usage

Unless you have the bandwidth to add a content editor to your team, your writer needs to have a solid grasp of usage, spelling, and all those mundane issues that can make us look silly when we get them wrong.

Your writing candidates should get their feathers ruffled when someone uses it’s for its. Every writer occasionally makes a typo — but for a professional, that should be rare.

A professional content writer finds the intriguing angle

Well-crafted content is important — but if it’s not wrapped up in a fascinating package, it probably won’t get read or shared.

Strong content writers are capable and creative. They think about your topic in interesting ways. (Mainly because professional writers think about their topics all the time. Occupational hazard. Probably why we’re such odd birds.)

A pro knows how to deliver the usefulness that audiences need, but also wraps it up in unusual hooks and angles that will capture attention and engage curiosity.

A professional content writer understands the elements of content that sells

There are plenty of writers out there who can write a pleasing sentence or paragraph.

But a content professional also understands how content can move prospects smoothly down the path from stranger to interested prospect to delighted customer.

She understands headlines and why content gets shared. She knows what type of content works well in blog posts and what’s better saved for a landing page or an email message.

A professional content writer lives and breathes strategy. Which brings me to my next point …

A professional content writer can articulate why she’s using a particular content strategy

If you have a writer working for you, that person should be able to tell you precisely why she’s taken a particular angle with a blog post, video script, or white paper.

She can explain how your content program ties into your search strategy and why she’s using the number 8.4 in the headline, rather than rounding it up to 9.

Give her a chance and she’ll talk your ear off about the structure of bullet point fascinations, benefits over features, and the call to action.

The people who revel in this stuff are the ones who create compelling marketing content that builds your business. Whether or not you find it exciting, your writer needs to.

She needs to be able to tell you why, so your entire organization moves in the same direction.

(And on your part, you need to take the time to listen to those explanations. Don’t hire a pro and then second-guess every move she makes. If you want great content, you need to give your writer the space to craft that greatness.)

A professional content writer has a commitment to quality and ongoing education

If content is important to your business, you need a professional, not an interested amateur.

And one of the hallmarks of the professional is commitment. Commitment to getting better over time, to staying on top of developments in the field, to a lifetime of learning.

Raw talent to write is important, and an understanding of strategy is important. But you also want to find someone who takes the profession seriously — as a profession — and continues to sharpen and refine his skills.

From search algorithms to social platforms to what types of headlines are performing well these days — professional writers need to stay plugged in to what’s changing in our profession.

A serious content professional also takes the initiative to become an authority in the topics he writes about. He interviews experts (some of whom might be within your company), performs independent research, pores over industry journals, and talks with customers.

You can find that level of dedication in a freelancer who specializes in your industry, or you can build a long-term relationship with a strong content generalist who takes the time to develop that depth of knowledge about your individual company.

What you don’t want is a pennies-a-word person from one of the cheap freelance sites. They simply can’t make the commitment to learning your topic the way a true pro can.

Where do you find these content professionals?

I cheated when I wrote this post — because I went to the guidelines for our Certified Content Marketer application evaluations.

These are the qualities we look for when we’re assessing the work of writers seeking our Certification — and these are the qualities you’ll find in the writers who earn that badge.

We have a whole page dedicated to them — some serving specific niches like real estate or healthcare, and others who write across several industries.

A member of the Copyblogger editorial team takes a close look at each applicant’s writing. (I’m on the evaluation team as well.)

We look for the qualities I talked about above: a great writing voice — first and foremost — paired with strategy, professionalism, and straight-up marketing chops.

If you’re looking for a serious content professional, this is where you’ll find her or him. But don’t wait too long.

The perfect writer for your business would love to get started making your content program more successful … don’t let her slip away to some other company.

If you’re a writer who wants to become a Certified Content Marketer, our training program opens to new students next week …

But you can get in early if you add your email address below.

The Certified Content Marketer training program helps writers position themselves and their offerings, so that they can build profitable freelance writing businesses.

Find out when our Certified Content Marketer training program reopens:

Editor’s note: The original version of this post was published on November 12, 2014.

The post What to Look for in a Professional Content Writer appeared first on Copyblogger.

from
http://redirect.viglink.com?u=http%3A%2F%2Ffeeds.copyblogger.com%2F%7E%2F78565713%2F0%2Fcopyblogger%7EWhat-to-Look-for-in-a-Professional-Content-Writer%2F&key=ddaed8f51db7bb1330a6f6de768a69b8

Last Day to Save Big on Digital Commerce Summit

Today is the last day to get your tickets to Digital Commerce Summit, happening October 13-14, 2016, in Denver, CO.

The last day unless you want to pay much more, that is.

We’ve got great speakers, including Rand Fishkin, Tara Gentile, Jeff Walker, Laura Roeder of Edgar, Kevan Lee of Buffer, and Joanna Wiebe of Copy Hackers, plus Jerod, Pamela, Chris, Sonia, and me.

We’ve also got great networking parties, plus an exclusive performance by the band CAKE.

Digital Commerce Summit is an integrated single-track experience that will send you back home with dozens of actionable ideas, and many new friends and potential business partners.

But let’s face it … you don’t want to pay $995 for the experience if you don’t have to.

And you don’t have to if you register today.

Sign up here, and I’ll see you in Denver!

The post Last Day to Save Big on Digital Commerce Summit appeared first on Copyblogger.

from
http://redirect.viglink.com?u=http%3A%2F%2Ffeeds.copyblogger.com%2F%7E%2F170224598%2F0%2Fcopyblogger%7ELast-Day-to-Save-Big-on-Digital-Commerce-Summit%2F&key=ddaed8f51db7bb1330a6f6de768a69b8

4 Places Writers Leave Money on the Table

Sales copy, web copy, de-jargonized annual reports, useful blog posts, engaging email newsletters, podcast scripts, ghost-written business books … when it comes to content that writers are paid money for these days, the list is long.

But is no one knocking down your door asking for your expertise? Are prospects unaware of how you’re able to help them clearly and concisely communicate their thoughts? Why would that be the case?

Most likely it’s because your online presence doesn’t actually sell your writing services.

If potential clients don’t know you’re a “pen for hire,” or the type of “pen for hire” you are, how can they purchase your services?

Let’s look at four places writers tend to leave money on the table and how to fix these common mistakes.

1. Your website

When a prospect visits your website for the first time, here’s what he’s looking for:

Whether you provide the services he needs

As highlighted in the first line of this article, there are many different services writers can offer. The person visiting your website, however, is looking for a very specific type of writing help.

Does your home page or services page directly state the type of writing you specialize in?

Copywriter Kate Toon’s home page spells out the exact writing services she provides and how her work helps her clients:

The services page on Trudi Roth’s site does the same.

Does your website take away the guesswork for your prospective client?

Your writing voice

Your writing voice distinguishes you from other writers. I know for a fact that every time someone has hired me as a writer, voice has been the deciding factor. (The same applies to the times I’ve hired writers for myself or clients.)

Does your website show off your unique personality and style? Or does your website copy sound like anyone could have written it?

Your level of competence

There are two main indicators that show people whether you’re competent enough to write for them.

The first is whether your website copy is well-written.

Unlike painters who can get away with shabby-looking houses, writers cannot have shabby work gracing their online homes. I’m always stunned when I find boring, grammatically unsound copy and spelling errors on writers’ websites.

(Pro tip: If you’re struggling with your website copy, because it’s difficult to write and edit for yourself, ask a writer friend for help. Offer to edit his website if he’ll edit yours.)

The second is whether your clients recommend you.

One way to show clients’ reactions to your work is to display strong testimonials prominently on your website. Here’s an example of powerful video testimonials from Lucinda Lions:

Written testimonials, like the ones Kristi Hines has on her site, work just as well — especially when they’re from well-respected people in your industry.

2. Your blog

I’ve lost count of the number of writers who write blog posts aimed at other writers.

That’s appropriate if other writers are actually your target market, but for most writers, they’re not.

The target market for most writers is business owners, so offer information that demonstrates how your writing services help their businesses.

3. Guest blog posts

I edit a large business website in Australia and writers often submit articles to me for consideration.

It’s surprising to see how poorly written some of those articles are, but I shouldn’t be surprised; I used to submit sub-standard writing to large online publications too.

(Luckily, those publications always did me a favor by rejecting those articles.)

When you expose your writing to a new audience with a guest post, you’ll benefit the most when you submit your very best work.

I’ll repeat that advice because it’s something that took me a very long time to learn, to my detriment:

Guest posts submitted to large online publications should be your very best content.

4. Social media

Social media sites present wonderful opportunities for writers. Think of the huge advantages we have over other users:

• We’re clever with words.
• We’re articulate.
• We’re able to communicate complex thoughts and ideas in simple ways.

Are you finding and interacting with your target market on social media?

My friend Kerri Sackville has been able to turn her engaging and entertaining content on Twitter and Facebook into book deals and paid (yes, paid!) newspaper columns.

Other friends have landed magazine work and gigs writing branded content for large multi-national publications.

Spend time crafting your social media bios, too. They need to make it clear that you sell writing services. Bonus points if they also offer a glimpse of your unique voice or USP.

Your action plan

Take advantage of every opportunity to stand out from the crowd.

Start with your website. Once that’s humming, get busy writing high-quality guest posts and leveraging social media to catch the attention of people who don’t yet know you — but should.

This will help ensure that when prospects have money to spend on writing, you’ll be the first writer they contact.

Freelance writers: we have something just for you

Do the names of some of these outstanding writers look familiar to you? A number of excellent examples in this article come from Copyblogger’s Certified Content Marketers.

The Certified Content Marketer training program helps writers position themselves and their offerings, so that they can build profitable freelance writing businesses.

And the program will open again soon. Drop your email address below and you’ll be the first to hear about it.

Find out when our Certified Content Marketer training program reopens:

The post 4 Places Writers Leave Money on the Table appeared first on Copyblogger.

from
http://redirect.viglink.com?u=http%3A%2F%2Ffeeds.copyblogger.com%2F%7E%2F169778518%2F0%2Fcopyblogger%7EPlaces-Writers-Leave-Money-on-the-Table%2F&key=ddaed8f51db7bb1330a6f6de768a69b8

Explore the Content Editor Cosmos to Produce Out-of-This-World Writing [Infographic]

“Words are flowing out like endless rain into a paper cup. They slither wildly as they slip away across the universe.”
– The Beatles, “Across the Universe”

So, who’s responsible for taming wild words and presenting them in a straightforward format that’s engaging and educational?

Content editors, of course.

A content editor aids in the effortless comprehension of a writer’s message, and in today’s infographic, we’ll explore the content editor’s universe to discover key takeaways you can use the next time you review and refine a piece of writing.

Free cosmic goodness to share

Make sure to scroll to the end of the post to get the code to share this beautiful infographic on your own site for free. We have a SlideShare presentation following the infographic that you can embed as well.

Embed this content editor infographic

Want to publish this infographic on your own site?

Copy and paste the following code into your blog post or web page:

Like this infographic? Get more from Copyblogger in our new, free WORD ebook that features our best advice for writers.

The Content Editor Cosmos is also available to view as a SlideShare presentation:

The post Explore the Content Editor Cosmos to Produce Out-of-This-World Writing [Infographic] appeared first on Copyblogger.

from
http://redirect.viglink.com?u=http%3A%2F%2Ffeeds.copyblogger.com%2F%7E%2F169309058%2F0%2Fcopyblogger%7EExplore-the-Content-Editor-Cosmos-to-Produce-OutofThisWorld-Writing-Infographic%2F&key=ddaed8f51db7bb1330a6f6de768a69b8

3 Simple Ways to Bust Stereotypes and Craft a Remarkable Message

On the snowy, northeastern Christmas of my 11th year, our parents gathered all five kids around the kitchen table to deliver the news.

We were moving to San Antonio, Texas.

I was devastated. Texas? I imagined what our new home would look like.

We’d be miles from any neighbors — who would all look like they walked straight off the “Hee Haw” set — with a dusty, rock-filled front yard punctuated by the occasional tumbleweed rolling by.

If only I had access to online content back in those days, I wouldn’t have been terrified at all by the silly stereotypes I believed to be true.

Here’s the thing — our customers are terrified, too. They’re operating based on stereotypes, fears, and misconceptions.

But every day, the internet makes it easier to inform and educate them so we can bust through stereotypes and really connect.

Their false assumptions don’t stand a chance when you use the three techniques below to create a remarkable message that engages your prospects.

1. Showcase your product

Video is ideal for showing exactly how your product works and why it’s the best on the market.

One company that does this well is OtterBox, whose YouTube channel features lighthearted product demos and user-submitted stories that show customers putting OtterBox technology cases to the test.

Your video doesn’t have to be fancy. It’s more important to:

• Take the time to develop a compelling story
• Write a script; don’t wing it
• Edit carefully so your video comes in under three minutes — bonus points if it’s under two

If you sell a service, video can also make your offerings come to life. Interview customers who’ve gotten good results. Show all the benefits of your service by filming before and after videos. And build interest by aiming your camera at the end result, showing prospects what they can expect.

2. Share your reality

People enjoy doing business with actual people, not faceless corporations.

Show prospects you’re just like them by sharing a little about yourself on social media (once you discover where your customers are hanging out), on your blog, and in your email newsletter.

Keep it light, tie it in with a topic you know your audience is interested in, and include them in the conversation the first chance you get.

If your business is large, you can make your company more approachable by allowing employees to share personal details on your website or company blog.

Let them post photos, share their hobbies, or post short videos that show them outside of work.

Any time you share some of your own reality, your two-dimensional internet presence becomes more three dimensional, and that makes your company — and its offerings — more appealing to prospects.

3. Shatter your stereotypes

You may be in a business that people tend to stereotype:

• All graphic designers are flaky, artsy types who can’t meet their deadlines.
• All engineers are nerdy and use pocket protectors.
• All web developers spend long days in windowless rooms and don’t know how to hold up their end of a conversation.
• All writers are broke and have no business sense.
• All accountants think about numbers all day.

Of course, none of these clichés are true.

If your business is typecast a certain way, accept it and set the record straight online.

• If you’re a graphic designer, post an infographic showing how often you meet or exceed your clients’ deadlines.
• If you own an engineering firm, post photos of the cool hobbies your employees spend time on outside of work.
• If you’re a web developer, host a pool party and invite your best clients, then post a video on your website.
• If you’re a writer, write an article about how you make money with your keyboard and smart business sense.
• If you’re an accountant, post your music playlist on your favorite social media profile.

Showing your prospects how those tired clichés don’t work for you and your company is an excellent way to make your business memorable.

Push boundaries and get more customers

It turns out I loved living in Texas — especially after my ears got used to the accent — and I made many friends I’m still in contact with.

The experience made me who I am today, and I’m grateful for it.

When we ask our prospects to go beyond their ingrained stereotypes, we encourage them to grow and stretch as human beings.

That’s good for them, and it turns out it’s good for business, too.

Editor’s note: The original version of this post was published on August 15, 2011.

The post 3 Simple Ways to Bust Stereotypes and Craft a Remarkable Message appeared first on Copyblogger.

from
http://redirect.viglink.com?u=http%3A%2F%2Ffeeds.copyblogger.com%2F%7E%2F168810652%2F0%2Fcopyblogger%7ESimple-Ways-to-Bust-Stereotypes-and-Craft-a-Remarkable-Message%2F&key=ddaed8f51db7bb1330a6f6de768a69b8

Rainmaker Rewind: Launching Your First (or Next) Digital Product

This week on Rainmaker Rewind, Sonia Simone explains the value of launching a digital product and the steps you should take to get moving.

Listen to Confessions of a Pink-haired Marketer to discover how digital products can help boost your income and the nitty-gritty of designing your first digital product with your audience in mind.

And, as always, be sure to check out the other great episodes that recently aired on Rainmaker FM.

1. Confessions of a Pink-haired Marketer. Sonia Simone talks about why you should consider launching a digital product and what it can do for your business: Launching Your First (or Next) Digital Product
2. The Digital Entrepreneur. Entrepreneur and Rainmaker FM host Chris Ducker joins Jerod Morris to discuss going after what you want and building your business: How to Market Like a Magnet and Build Your Personal Brand
3. Copyblogger FM. Sonia Simone tackles this week’s hottest trend, Pokémon Go, and the growing world of augmented reality: Pokémon Go: The Good, the Bad, and the Ugly
4. Elsewhere. Glenn Leibowitz of Write With Impact welcomed Brian Clark to his show to chat about the entrepreneur’s journey and building a successful business: Brian Clark on Write With Impact
5. Hack the Entrepreneur. Jon Nastor interviews Nathan Hirsch about setting goals and organizing priorities when it comes to your business: Prioritizing and Getting Things Done
6. The Missing Link. Jabez LeBret answers your burning questions about all things LinkedIn: Ask Us Anything (LinkedIn Edition), Part One
7. The Writer Files. Kelton Reid is back with part two of last week’s interview with neuroscientist Michael Grybko: How Neuroscientist Michael Grybko Defines Writer’s Block: Part Two
8. Youpreneur. Chris Ducker dives into his personal strategy for facing doubts and how small goals can help you boost confidence: How to Kick The You-Know-What Out of Entrepreneurial Self-Doubt
9. The Showrunner. Jerod Morris and Jon Nastor discuss the three activities they each regard as priorities in their schedules and share their personal lessons learned while starting and growing numerous podcasts: The Showrunner’s Dilemma
10. Zero to Book. Pamela Wilson and Jeff Goins navigate the world of designing and printing your self-published book: How to Get Your Book Printed (2 Phenomenal Options, 1 Terrible One)

And, one more thing …

If you want to get Rainmaker Rewind sent straight to your favorite podcast player, subscribe right here on Rainmaker FM.

The post Rainmaker Rewind: Launching Your First (or Next) Digital Product appeared first on Copyblogger.

from
http://redirect.viglink.com?u=http%3A%2F%2Ffeeds.copyblogger.com%2F%7E%2F167432896%2F0%2Fcopyblogger%7ERainmaker-Rewind-Launching-Your-First-or-Next-Digital-Product%2F&key=ddaed8f51db7bb1330a6f6de768a69b8

Profitable Writers Demonstrate How to Prosper from Your Words

If you aspire to make a comfortable income from your writing, you’ll find inspiration in the stories of the three people we’re featuring in today’s Certified Stories article.

This group comes direct from our Certified Content Marketer page here on Copyblogger.

You know what I liked best about their answers? That they were pleasantly surprised that writers can indeed make a healthy living doing what they do best.

I love hearing stories like that — they make our efforts here at Copyblogger worthwhile.

By the way, don’t miss the WORD ebook we developed specifically for writers — you’ll get instant access when you register at the bottom of this article.

Here’s who’s joined us today:

• Aaron Wrixon specializes in white-label writing and content marketing services for web designers and their clients. Contact Aaron
• Trudi Roth creates site copy, blog posts, video, and social media strategy that converts passive bystanders into active, engaged fans. Contact Trudi
• Carin Kilby Clark writes conversational copy and content that demonstrates authentic thought leadership and builds authority. Contact Carin

Read on as Aaron, Trudi, and Carin share their hard-earned wisdom.

What do you wish you knew about writing when you first started out?

There’s perception and then there’s reality. Sometimes we perceive our dream careers through rose-colored glasses. Once we’re in them, though, the day-to-day reality doesn’t live up to the image.

But for our three writers, reality was better than perception.

Trudi had to first lose the notion that she couldn’t make a good living as a writer:

“I believed that writing was a low-paying job and making art (which is always how I think of writing!) in general is not lucrative. Today, as a more mature person who has made her way back into the workforce … I realize that was some toxic Kool-Aid I drank in my early career. Great writing has tremendous value, period. And that’s what I’m teaching my kids, so I’m paying that wisdom forward.” – Trudi Roth

Aaron came to the same realization as Trudi. Writing can be lucrative:

“… you can see how it would be easy to convince yourself you had to settle for (writing) cheap crap and only making 15k a year. I’ve since learned that’s total nonsense. And now I’m very, very fortunate, with a great wife and family who want for nothing — and all because I found out how to tap into the high-paying jobs. So sure, I wish I had done that a lot sooner, because if I had I’d be writing to you from Fiji now. But hey, my time machine is almost finished, and when it’s finally done I’m going to go back and smack my younger self.” – Aaron Wrixon

Carin realizes now that great writing is all about the rewrite — that she didn’t have to be perfect right out of the gate:

“The ‘ugly first draft’ truly is a writer’s best friend.” – Carin Kilby Clark

What’s the one thing you did in the past year that helped build your business?

Our three writers answered this question differently — but their answers share a common theme. Over the past year, each of them made a serious commitment to their businesses.

Carin committed to putting herself out there to meet prospects in person. Here’s what worked to build her business:

“Good old-fashioned, face-to-face networking. Online is great, but there’s still a ton of value in getting out from behind the desk, shaking hands, and exchanging business cards with people.” – Carin Kilby Clark

Aaron decided — finally — to go all-in:

“I quit, finally. I’d been side-gigging for so long and I finally went full-time in March 2016. Since then I’ve matched my 2015 salary.” – Aaron Wrixon

And Trudi’s afraid you might think we put her up to this answer (but we didn’t):

“Hands down it was taking and completing Copyblogger’s Certified Content Marketer training program! I know it sounds like you guys paid me to say that, but … having a listing on the Copyblogger website as a Certified Content Marketer has brought me at least a dozen excellent repeat clients that know their stuff because they are fans of Copyblogger, too. (And my listing has only been up for a couple of months, so that’s really exciting!)” – Trudi Roth

Is there a writing tip you’d like to share with Copyblogger readers?

There’s nothing like the voice of experience, is there? Our three writers have picked up mindsets and habits that have helped them in their careers. We asked them to share what they’ve learned along the way.

“Be curious. That sounds like such a trite answer, but for me curiosity starts the whole process. It’s so tempting to hear a client say, ‘I want this many words that say this to this person,’ and answer, ‘Yes ma’am, right away ma’am.’ But it’s when you start questioning everything that good work happens. ” – Aaron Wrixon

Trudi reminds us that even the most boring topic has an angle that will make it enjoyable to write about:

“Have fun. Being a writer is being a creative person in the world, and so any topic can be engaging and exciting when you find the angles that you connect into and that make your work enjoyable.” – Trudi Roth

And Carin repeats the advice we’ve shared here many times: write — even when you don’t feel like it.

“Write every day. Especially when you don’t want to or don’t feel like it. I’ve cranked out some of my best writing on the days when I wanted to do anything but sit down at the keyboard.” – Carin Kilby Clark

What was your favorite aspect of the Certification program?

Finally, we thought you might enjoy hearing about our Certified Content Marketer training program direct from three writers who have taken the course and gone on to be certified.

Trudi appreciated one particular piece of course content — and saw one sign that this course was the right one for her.

“There are a lot of great resources you get from the Certification program, but I have to say that the one that made it well-worth the price of admission to me is the workbook, ‘Using Empathy & Experience Maps to Develop a Killer Content Strategy.’ … it is really genius when it comes to developing helpful, engaging content that speaks to my clients’ core audiences. Copyblogger … makes me feel so supported and confident that my work as a kick-ass content marketer will continue even as the digital landscape changes. Being in the Authority program gives me access to awesome continuing education. Also, I like that Sonia has pink hair. It’s a sign to us all that we’re in the right place.” – Trudi Roth

Carin liked the professional preparation the Certification program offers:

“My favorite aspect of the Certification program is the education around the professional writer’s mindset, marketing yourself as a writer, and becoming an indispensable resource for your clients.” – Carin Kilby Clark

And Aaron? Well, Aaron plans an addition on his house …

“I get a whole lot of emails that start with ‘Hey, I found you on the Copyblogger site.’ When I build an addition on my house, I’m going to call it the Copyblogger Wing.” – Aaron Wrixon

Questions for these writers?

Head on down to the comments section and leave your thoughts about your writing career, your client work, or what the environment is like out there right now.

And to get the free WORD ebook we put together for you, sign up below!

WORD by Copyblogger: a new free resource for writers

At Copyblogger, we believe writers deserve to feel fulfilled — emotionally and financially — in their careers.

Get our best advice in our new WORD ebook: a smart resource we put together for our writer friends.

Click to get WORD, a free ebook for writers

The post Profitable Writers Demonstrate How to Prosper from Your Words appeared first on Copyblogger.

from
http://redirect.viglink.com?u=http%3A%2F%2Ffeeds.copyblogger.com%2F%7E%2F167149884%2F0%2Fcopyblogger%7EProfitable-Writers-Demonstrate-How-to-Prosper-from-Your-Words%2F&key=ddaed8f51db7bb1330a6f6de768a69b8

Top 3 Reasons to Get Your Digital Commerce Summit Tickets Now

Digital Commerce Summit is three months away, and we’re all very excited about this inaugural event. It’s happening in Denver, CO on October 13-14, 2016.

If you’re a digital entrepreneur, or are interested in getting into the business of creating and selling digital products, this is right up your alley.

But you’re going to want to act fast, because the price is going up this month. Let’s quickly run through the most compelling reasons to sign up before that happens.

1. The Speakers

Regardless of other factors, the quality of a business conference is determined by the speakers and what useful insight they bring you. Our agenda is stacked with actual entrepreneurs who walk the talk.

The fact that they’re also great teachers is an amazing benefit as well. You won’t get lost in jargon and “inside baseball” references.

You’ll learn from people like Rand Fishkin of Moz, Joanna Weibe of Copy Hackers, Laura Roeder of Edgar, and Chris Ducker of Youpreneur … plus many more high profile entrepreneurs.

Also, your favorites from Rainmaker Digital will be presenting as well — Jerod Morris, Pamela Wilson, Sonia Simone, and Chris Garrett. I’ll be there too, but don’t let that deter you.

Our integrated agenda assures that you’ll depart from Denver with a clear picture of your path forward. While one great idea is worth the investment, you’ll do much better than that.

2. The Entertainment

We’re known for throwing great parties. The networking, relationships, and deals that happen thanks to like-minded people enjoying themselves together is just as important as the education.

This year we’re adding a new element — an exclusive performance by alt rockers CAKE on Thursday evening, October 13. The band has delivered hit after hit over the years, including The Distance, Never There, Love You Madly, and Short Skirt/Long Jacket, and this is going to be an amazing show at the Paramount Theater (which is also the conference venue).

We’ll kick things off with an opening reception the evening of the 12th and end the conference with an epic closing party on the 14th. Stay tuned for more details on that Friday night event, because it too will be something special.

3. The Price

If you’re with me so far, then this is the important reason to act now. The price of registration is going up to $995 on July 28, 2016.

Why wait to pay more? We hope to see you in Denver!

Register for Digital Commerce Summit today.

The post Top 3 Reasons to Get Your Digital Commerce Summit Tickets Now appeared first on Copyblogger.

from
http://redirect.viglink.com?u=http%3A%2F%2Ffeeds.copyblogger.com%2F%7E%2F166910050%2F0%2Fcopyblogger%7ETop-Reasons-to-Get-Your-Digital-Commerce-Summit-Tickets-Now%2F&key=ddaed8f51db7bb1330a6f6de768a69b8

How to Discover Your Customers’ Favorite Social Media Platforms

Every few months, a hot, new social media tool hits the scene — Pinterest, Periscope, Foursquare, Blab — and some marketing experts make it sound like if you’re not using that new platform, you’re missing out.

That notion gives me a massive headache. Like everyone else, I feel pressured to have a presence on every social media platform, but I can’t possibly contribute to every one — at least not without doing a lousy job on all of them.

Wouldn’t it be great if we could simply focus our social media marketing efforts on one or two platforms we know our prospects use to share content and connect with one another?

But how do you know which social media sites to choose?

Smart social media marketing research

If you take a wild guess at your audience’s favorite social media platforms, you may guess incorrectly, resulting in wasted time and missed opportunities.

To avoid mistakes, conduct smart research, figure out which social media sites your audience prefers, and then spend the majority of your social media marketing efforts on those sites.

But that process isn’t as straightforward as you might think. I asked the smartest people I know in the marketing world where they would go to find this information, and I got a lot of different answers. It turns out, there’s no “magic website” you can use to do this research.

Let’s go through this slightly messy process, step by step, so you feel comfortable doing it for your own audience.

Step #1: Conduct interviews with your ideal clients

The best way to find out where your target audience hangs out online is (surprise!) to ask them. The first thing you should do is arrange informal interviews with your favorite clients or customers.

To do this, simply write a short list of questions and reach out to five to ten people from your existing social media following or email list. It’s best to target people you think of as your favorite or ideal clients and customers — active members of your community who you trust to give honest feedback.

Once you’ve got your list, email or call each person and ask if you can chat with them on the phone for 20 minutes and ask them some questions.

During your interviews, ask them about their favorite social platforms, where they typically share content online, and where they typically connect with their friends, family, colleagues, and community members.

Take notes on your conversations — or better yet, record the interviews (with permission, of course).

Step #2: Set up a survey, and use it to gather data from your audience members

Your most reliable information will likely come from client and customer interviews, but unfortunately, interviews don’t scale well.

To collect more data, set up a brief, to-the-point survey and distribute it to your audience. If you first conduct a handful of interviews, you can use the information you gather to craft the survey questions.

Your primary question should be: “Which social networking site (Facebook, Pinterest, Twitter, LinkedIn, Google+, YouTube, Instagram, etc.) do you use the most?”

You can also include other relevant questions that will help you understand their social media behaviors.

Step #3: Find websites similar to yours

Next up, we’re going to do a little competitive research.

Your job in this step is to brainstorm and put together a list of about five to ten websites that serve the audience you’re trying to reach.

Create an Excel spreadsheet or Google doc to track this information, so you can keep everything organized and in one place.

Think of competitors’ sites or referral partners, and then perform a quick online search to find additional sites. For example, enter “[YOUR TOPIC] + blog” or “[YOUR TOPIC] + podcast” into Google and hit enter. Review the search results to see if your target audience would spend time on those sites.

You can also search on AllTop to find similar sites.

BuzzSumo can be used for competitive research, as well. Enter any topic in the front page search bar, click the “Search!” button, and you’ll see a list of the most-shared posts on that topic, from a variety of websites.

As you discover new sites, add them to your spreadsheet.

Step #4: Find out which social platforms the visitors of those sites use to share content

Our next step is to research the social sharing habits of the people who visit the sites on our list. The question you’re trying to answer here is: “When a typical visitor to [WEBSITE NAME] shares a piece of content from this site, which social networking platforms do they use to share it?”

You can go back to BuzzSumo and perform a slightly different type of search to find this information. On the BuzzSumo home page, look for a blank search field. This time, enter the domain name of the first site on your research list, and click the “Search!” button.

For instance, a results page for PublicWords.com looks like this:

BuzzSumo gives us the top five most-popular posts for that website (from the past year) and then displays social data for that post from Facebook, LinkedIn, Twitter, Pinterest, and Google+.

Once you’ve noted the most popular sharing platform for this site, repeat the process for all five to ten blogs on your list. Trends should emerge, and you’ll likely be able to discover readers’ top two favorite social sites.

If you’re looking for even more data, you can also try SimilarWeb.

Step #5: Research your target social platform, and make sure it’s a match for your customers’ preferences and worldviews

At this point, hopefully you’ve narrowed down your potential options to one or two social media sites.

Now it’s time to make sure they’re a good match for your business, marketing goals, and customers’ worldviews. This part of your research is more subjective — it’s essentially a “gut check” test.

During this step, look at:

• The typical demographics of the social site. Many social sites publish demographic information about their users, so you can see a breakdown of the ages and genders of the users.
• The features of the social networking platform. For instance, Instagram and Pinterest are highly visual, so any company that decides to market using these two tools should be prepared to create appealing visual content.
• Your marketing goals. Will this platform help you accomplish your content marketing goals?

Here are some examples of how this might work for content marketers:

• A food blogger decides to focus her social media efforts on Pinterest, because she’s targeting moms who make healthy lunches for their kids. Food is a popular topic on Pinterest, so she can be reasonably certain Pinterest would be a good platform for her to use to reach her target audience.
• A B2B company that sells software as a service (SaaS) has performed research and knows their target audience shares content and connects with colleagues and prospects on LinkedIn, so they decide to try out the platform and see how it performs for them.
• A tattoo artist creates a presence on Instagram because the primarily image-based platform is an ideal place to showcase his portfolio.

The statements above are generalizations, and — as always — your mileage may vary. The most important thing is that you know who you’re trying to reach and perform your own research on the best ways to connect with them.

Spend your social media marketing time and money wisely

When you decide to build a presence on a social networking site, run tests to make sure you’re on the right track.

For example, if you want to give Pinterest a shot, because your research is telling you that’s where your audience hangs out, then throw yourself wholeheartedly into developing a Pinterest following. Give it six to eight months, then review your data to see if you’re getting the results you want (in terms of traffic, subscribers, and conversions).

If a platform isn’t working out for you, don’t be afraid to move it lower on your marketing priority list or drop it completely — no matter what your pre-research says.

You may want to repeat the steps above every six to twelve months, to stay on top of changing trends and remain in touch with your target audience’s behaviors from year to year.

Over to you …

The best way to make social media work for you as a content marketer is to find out where your perfect prospects are and spend time there. Don’t go to the places where they’re not hanging out.

When you conduct your research thoughtfully and make your decisions based on that research, you’ll get far better results.

How do you decide which social media sites to spend time on? Share in the comments below.

The post How to Discover Your Customers’ Favorite Social Media Platforms appeared first on Copyblogger.

from
http://redirect.viglink.com?u=http%3A%2F%2Ffeeds.copyblogger.com%2F%7E%2F166666614%2F0%2Fcopyblogger%7EHow-to-Discover-Your-Customers-Favorite-Social-Media-Platforms%2F&key=ddaed8f51db7bb1330a6f6de768a69b8

The Writer Runs This Show [SlideShare]

We have the technology.

We have the business skills.

We have virtual ink by the barrel.

The writer runs this show.

We’re the ones who command the attention.

We’re the ones who create the engagement.

We’re the ones who influence what people think and do.

The writer runs this show.

We won’t toil in obscurity waiting for a green-light.

We won’t submit to “creativity” by committee.

We won’t accept meager pay while others cash in our copyright.

The writer runs this show.

If you won’t read until your eyes blur.

If you won’t write more to write well.

If you won’t invest the blood, sweat, and tears . . .

Then you’ll have to work with real writers.

And pay those writers exceptionally well.

If they have the time, that is.

Because the writer runs this show.

Your words are the foundation of all online content

The words you write form the foundation of all online content, whether those words become a blog post, podcast, or video.

Check out our SlideShare dedicated to professional writers:

WORD by Copyblogger: a new free resource for writers

At Copyblogger, we believe writers deserve to feel fulfilled — emotionally and financially — in their careers.

Get our best advice in our new WORD ebook: a smart resource we put together for our writer friends.

Click to get WORD, a free ebook for writers

Editor’s note: The original version of this post was published on July 2, 2010.

The post The Writer Runs This Show [SlideShare] appeared first on Copyblogger.

from
http://redirect.viglink.com?u=http%3A%2F%2Ffeeds.copyblogger.com%2F%7E%2F166411890%2F0%2Fcopyblogger%7EThe-Writer-Runs-This-Show-SlideShare%2F&key=ddaed8f51db7bb1330a6f6de768a69b8

Rainmaker Rewind: How Neuroscientist Michael Grybko Defines Writer’s Block, Part One

This week on Rainmaker Rewind, Kelton Reid welcomes back research scientist Michael Grybko, of the Department of Psychology at the University of Washington, to The Writer Files to unveil the mysteries of writer’s block from a scientific standpoint.

They also discuss why writers argue about the definition of writer’s block and how you can find your most productive writing time.

And, as always, be sure to check out the other great episodes that recently aired on Rainmaker FM.

1. The Writer Files. Kelton Reid and Michael Grybko revisit the topic of writer’s block and what you can do to avoid it: How Neuroscientist Michael Grybko Defines Writer’s Block: Part One
2. The Digital Entrepreneur. Jerod Morris welcomes entrepreneur and podcaster Jon Nastor to the show to discuss the importance of finding your passion: The Two Biggest Keys to Consistently Doing Work That Matters
3. Copyblogger FM. Sonia Simone navigates the messy waters of including controversial content in your marketing campaigns: 5 Suggestions When You’re Writing About Controversy
4. Confessions of a Pink-Haired Marketer. Sonia Simone explores goal setting and finding personal success: A Quick, Enjoyable Way to Sharpen your Vision, Goals, and Values
5. Hack the Entrepreneur. Jon Nastor interviews Kevin Kelly about finding your voice in a crowded internet space: Looking Back on 35+ Years Working Project-to-Project, with Kevin Kelly
6. The Missing Link. Sean Callahan of LinkedIn gives away his secrets to great writing and shares his thoughts on the best type of content to post on Pulse: LinkedIn’s Senior Manager of Content Marketing Tells All
7. Youpreneur. Peter Shankman talks to Chris Ducker about his own personal brand journey, how he plans out his monetization strategy, and the one thing he won’t waver on when it comes to personal branding: The Personal Brand Building Journey According to Peter Shankman
8. The Showrunner. Jerod Morris and Jon Nastor explore the balance between parenting and podcasting: What Being a Showrunner Can Teach Us About Parenting (and Vice Versa)

And, one more thing …

If you want to get Rainmaker Rewind sent straight to your favorite podcast player, subscribe right here on Rainmaker FM.

The post Rainmaker Rewind: How Neuroscientist Michael Grybko Defines Writer’s Block, Part One appeared first on Copyblogger.

from
http://redirect.viglink.com?u=http%3A%2F%2Ffeeds.copyblogger.com%2F%7E%2F165747810%2F0%2Fcopyblogger%7ERainmaker-Rewind-How-Neuroscientist-Michael-Grybko-Defines-Writers-Block-Part-One%2F&key=ddaed8f51db7bb1330a6f6de768a69b8

What’s the Difference Between a Professional Writer and a Content Marketer?

I’ve been a writer for a long, long time. I’ve written something every day for around 30 years now. (Okay, I took about a week off when I had a C-section.)

I’ve been a content marketer since 2004, even though we didn’t call it that back then.

These days, I’m a Chief Content Officer — a job title that didn’t exist just a few years ago.

I love and respect writers, and I know a lot of them. Some are successful; some are struggling.

And I have some thoughts on what can make the difference.

You may know that we run a program to certify excellent writers as Certified Content Marketers.

What does that mean? What’s the difference between a good writer and a good content marketer?

(Spoiler alert: I kind of spilled the beans with the post image.)

But first things first: What is this content marketing thing, anyway?

Here’s how I’ve defined it in the past:

Content marketing is the strategic creation of text, imagery, audio, or video that delivers a relevant, interesting message to a customer or prospect, while at the same time paving the way for a sale.

Good content requires excellent writing. But the elements of strategy and structure need to be in place to get it to work as marketing. Which is, after all, what we get paid for.

So, here are five elements that separate high-quality content marketing from material that’s well-written but might not deliver the same business value.

1. It has to move the audience

You may have noticed that at Copyblogger, we often talk about audience, rather than prospects or leads per se.

The audience is made of people at many stages, including those who aren’t in the market for what you do or what your company does, but can spread the word about your content.

And audiences don’t stick around for weak commercials or carbon-copy content. They need to be moved. If your content doesn’t do it, they’ll go elsewhere. It’s a big web out there, full of delicious distraction to tempt them away.

This is where your art comes into play. If you want to take your marketing writing to another level, consider working on plays, screenplays, fiction, or poetry. Anything creative designed to create an emotional response will improve your professional work.

And yes, you can move your audience even if your topic is “boring.” Use humor, stories, or frustration. Everything we do as people creates mini stories — you can use those for content, even for technical topics like law, medicine, manufacturing, or accounting.

2. It has to earn attention

This is one of the core beliefs of a professional content marketer:

You are never entitled to the attention of your audience. You have to earn that attention every day.

Among your clients and employers, you may find that founders and CEOs can have a tough time with this. They often assume their businesses are riveting. It’s your job to help them see that the audience doesn’t have the same passion for the business that they do.

If your content isn’t successful, if it isn’t gaining attention — it might not be good enough. You may need to put in more work — find better angles, craft better headlines, and find the right tone and voice for that particular audience.

How can we tell if our content is worth consuming? If people consume and feel driven to share it. If it works for your audience, it works.

3. It has to have spark

The biggest problem I see with content is cookie-cutter, paint-by-numbers stuff.

Our Certified Content Marketer training program teaches you structure and formula, but it’s your job to find the spark.

If you’re writing for a company, somewhere in your organization is someone with a passion. It might be the founder or a salesperson or a support person. Someone cares desperately and can show you where the spark is.

And if you can’t find anyone … you need to look for another company! I don’t say that flippantly. Companies without G.A.S. don’t tend to last long. And even if they do, they’re no fun to work with.

(Been there, done that. Not worth the t-shirt.)

As a professional writer, you are the scribe of the business you serve. It’s your role to take their beliefs and passions and give them a voice. I take this very seriously, and I think you should, too.

Be part of everything. Be curious about everything. Become a lifelong student of everything. It’s all material.

4. It usually relies on proven structures

Getting spark into your content doesn’t mean “winging it.”

There are structures that have been shown to work better, because they make your ideas easier to perceive and understand.

Here’s a nutshell structure for effective content. Copyblogger has lots of posts on these points, and of course we also cover them in depth in the Certified Content Marketer training progra.

Effective content is marked by:

• A headline that instantly commands attention
• A few sharp, focused introductory sentences that pull the audience in
• Useful information that solves a problem the audience cares about (think about magazine content)
• A single, focused point or “moral of the story” that the content is trying to teach. This could address a specific objection to purchase or a belief the prospect needs in order to buy, or it could lead to a call to action
• Stories, metaphors, case studies, examples, and other techniques to engage the audience and illustrate that point
• A well-crafted call to action that tells the audience how to take the next step

5. People have to know how to think of you

You may be more than able to handle everything above — but you also need to convey that to your clients or employers.

A successful content marketer knows how to market her own business, as well as her clients’ or employers’ businesses.

Let’s face it. You aren’t going to find the perfect gig that will keep your bills paid and your brain happy forever. It’s not how the world works anymore.

You need to position yourself for today and for tomorrow. You need to market yourself as the smartest, best solution. You need to take all of the authority and technique that you use for your clients and treat yourself as your most important client.

That doesn’t always come naturally to us, but it can be taught — and when you learn it, you will appreciate the benefits.

At Copyblogger, we love writers. We respect writers. And we want writers to be paid what they’re worth.

You run the show. The web revolves around words — and you are the creator of those words. We want you to get the respect (and pay) you deserve.

Are you a writer who wants to become a Certified Content Marketer?

Inside our Content Marketer Certification program, we’ve got a lot more for writers.

We designed this program to help writers make the most of their careers — to help them position themselves and their offerings, so that they can build profitable freelance writing businesses.

And we’re opening the program soon. Drop your email address below and you’ll be the first to hear about it.

Find out when our Certified Content Marketer training program reopens:

Editor’s note: The original version of this post was published on April 28, 2015.

Image via picjumbo

The post What’s the Difference Between a Professional Writer and a Content Marketer? appeared first on Copyblogger.

from
http://redirect.viglink.com?u=http%3A%2F%2Ffeeds.copyblogger.com%2F%7E%2F90361939%2F0%2Fcopyblogger%7EWhats-the-Difference-Between-a-Professional-Writer-and-a-Content-Marketer%2F&key=ddaed8f51db7bb1330a6f6de768a69b8

3 Unexpected Ways Writers Deliver Value (So They Can Charge More)

In today’s world, the writer runs the show.

Not just any writer, of course. The pennies-a-word scribe may barely scrape by. But the quality professional writer — the writer who demonstrates high value and trust from the moment of first contact all the way through to delivery of the final word — that person writes his own ticket to success.

Quality professional writers command attention online, whether they do it for themselves or for the businesses they represent. Writers influence behavior, help form opinions, and drive people to take action.

Great writers are the modern-day stonemasons of any online presence. Our words form the very foundation of all online content, whether those words become a blog post, a podcast, or a video. Writers rule the online world!

And successful professional writers do things differently.

They don’t stop at writing with authority. That’s just where they start. They also deliver outstanding value even in the most unexpected moments in their interactions with clients.

In today’s post, we’ll cover how successful writers deliver value in all three stages of a project: before, during, and after.

Value Phase #1: Before the first project begins

Writers set the stage for a quality customer experience before they write a single word for a new project. How can you do this in your own work?

Before you begin

1. Listen between the lines. Tune in to your client’s underlying frustrations. Take notes on his current situation. Listen closely when you hear your client talk about long-term goals and desired results.
2. Be flexible. Take your client’s current needs into account and offer payment solutions like retainers when they make sense.
3. Think strategy. Add value to your services by stepping back and seeing the big picture. Solve a strategy problem; don’t just fulfill a word count.

When presenting your proposal

1. Be crystal clear when setting expectations. We’re not delivering pizza in 30 minutes or less — clients deserve to understand exactly how long a project will take, what the milestones will be (and when the writer will hit them), and what form the final product will take.
2. Offer terms of service that explain how you work. Craft rock-solid proposals that protect your time and energy and spell out exactly what will happen if the project doesn’t proceed as expected. (This happens a lot!)

Some clients may view writing as a nebulous, indefinable service that can’t be pinned down.

But when you set expectations clearly and leave nothing up to chance, your client will feel more confident about signing a contract and starting to work with you.

Specifics make something that is abstract seem more concrete. Use them!

Value Phase #2: Working on and delivering the project

If a project is going to have a quick turnaround, it might be enough to set the deadline and get to work. But if a project is going to stretch beyond a week — especially if it’s a first project for a new client — it’s a good idea to establish some milestones and keep the client updated as you go along.

While you work

1. Use your client’s preferred mode of communication to provide updates. How often and where would your client like his updates? Email? Slack? A quick phone call? Find out how he wants to hear from you and keep him abreast of your progress.
2. Format for ease of use. During the information-gathering stage, nail down how the copy you write will be used so you can deliver it in a ready-to-use format the client can plug right in. Does the client prefer you deliver the copy formatted with HTML? Does he expect a copy deck? (Read this to learn what a copy deck is.)
3. Deliver more. One major sign of quality is when you over-deliver on what you promise. Do extra competitive research. Deliver the project a day early. Make a few extra suggestions about how your client could use your work.

Again, the idea with these tips is to make an abstract service seem more like a tangible product by delivering extra communication and value every step of the way.

Value Phase #3: After the project wraps up

You’re done! You’ve delivered on your promise and (hopefully) gone above and beyond your client’s expectations.

But you’re not done delivering a quality experience.

To wrap up your project with a remarkable bow, put these ideas into practice:

1. Have a post-sale follow-up system in place. If you’re delivering web copy, give it a look once it’s published online and send a quick note to your client to let him know it looks great. If you’re delivering print copy, ask for a sample and send feedback once you review it.
2. Send a survey (or a few follow-up questions). New clients may have feedback on your process after your first project with them. Ask them for feedback soon after you finish the project and be sure to include some open-ended questions. Try, “What would have made my service easier to use?” or “Anything you’d like to add?”
3. Offer related products or services based on the client’s goals. Once you’ve worked with a client, you may see other ways you can help him meet his needs. Don’t expect your client to be familiar with everything you offer: you do clients a favor when you let them know other ways in which you can help.

Build a profitable freelance writing business

Inside our Content Marketer Certification program, we’ve got a lot more for writers.

We designed this program to help writers make the most of their careers — to help them position themselves and their offerings, so that they can build profitable freelance writing businesses.

And we’re opening the program soon. Drop your email address below and you’ll be the first to hear about it.

Find out when our Certified Content Marketer training program reopens:

What are your value phases?

Service providers become successful when they find ways to deliver value during every stage of communication — even the unglamorous ones like estimating the price of a new project or following up after a project wraps.

Look at your client interactions and use the tips here to find new ways to add value.

What have I missed? If you’ve found a way to stand out (and you’re willing to share it), let me know in the comments section.

The post 3 Unexpected Ways Writers Deliver Value (So They Can Charge More) appeared first on Copyblogger.

from
http://redirect.viglink.com?u=http%3A%2F%2Ffeeds.copyblogger.com%2F%7E%2F165210706%2F0%2Fcopyblogger%7EUnexpected-Ways-Writers-Deliver-Value-So-They-Can-Charge-More%2F&key=ddaed8f51db7bb1330a6f6de768a69b8

How to Write with Power and Authority, Even if You Feel Like a Nobody

In this overcrowded online world, do you ever wonder why people would listen to your advice?

I used to feel the same way.

I didn’t understand why people would read my writing tips when the web is awash with writing advice from people more experienced, more knowledgeable, and more authoritative than me.

Why would anyone listen to me?

I’ve learned that mindset was flawed.

When I learned how to write well, a new world opened up. I connected with people across the world. I built a thriving blog. People started listening to my advice — and more importantly, they acted on it.

Can you make an impact with your words?

As writers, our toolbox may seem limited. We can’t shout. We can’t use body language. We can’t even bang on a table to add weight to a message.

We only have our words to communicate with passion and power.

But written words are enormously powerful. You know that. When was the last time words made you smile? Or cry? Or inspire you to take action?

Once you learn how to write with power, readers start listening to your ideas, acting on your advice, and buying your products and services. You can inspire change — even if you feel you don’t have the required clout or authority right now.

Want to learn how?

Step #1: Write with clarity and substance

Weak writing rambles, rattles, and prattles.

Powerful writing, in contrast, is simple and to the point.

Many writers misunderstand this …

Writing with substance is not about writing longer articles. It’s not about word count. It’s not sharing as many tips as possible. The opposite is true. Often long articles lack substance; too many superficial ideas that compete for the reader’s attention weaken the content.

Substance is not about the breadth of your ideas; it’s about the depth of your arguments. Even an email of 100 words can have substance. A nugget of wisdom. A super-practical tip. A spark of inspiration.

Substance is about adding value, exceeding your readers’ expectations, and moving beyond the echo chamber.

“If you’re not adding value, you’re taking up space. The more space you take up, the more difficult it becomes to continuously earn your spot, and the more likely you are to become ignored and irrelevant.” – Sally Hogshead

So, how do you write with substance?

• Have a clear purpose for each piece of content — how will you help your readers?
• Create a list or mind map of what you want to include in your article.
• Review your ideas and narrow down your topic — an initial mind map is often too unwieldy, so cull irrelevant ideas that lead readers astray.
• Revisit your content’s purpose — will your content deliver on your promise? Will you solve a problem?

Becoming an authority is not about you. It’s about your readers. About their lives, their worries, their challenges, and their dreams.

Powerful writing starts with empathy, generosity, and a passionate drive to help your readers.

Step #2: Boost your authority with these content tricks

Focusing on a narrow topic may feel scary. Can you write enough? Will your article seem flimsy?

Don’t panic.

And don’t start adding irrelevant ideas and semi-related trains of thought.

Instead, use the three content tricks below to turn flimsy writing into persuasive and authoritative content.

Authority content trick #1: use specific examples

My favorite way to boost authority is using examples. They are an undervalued tool in your authority tool box.

Examples demonstrate how you translate theory into practice. Examples breathe life into your content by making abstract concepts concrete. Readers can visualize your ideas, and you show you’re not just talking the talk; you know what you’re talking about.

Want examples?

• Earlier this year on Copyblogger, I wrote a fun post with seven tips for conversational writing — I demonstrated each tip with a before-and-after example; the post currently has more than 3,000 social shares.
• Using Apple’s web copy as an example, I wrote a guest post for KISSmetrics explaining how to write seductive sales copy; this post launched my freelance writing career.
• My post about turning 31 measly words into a valuable blog post shows the steps I take to turn a teeny-tiny idea into solid content.

Each post discusses one narrow topic (writing in a conversational tone, writing sales copy, writing with substance) with a series of examples.

Authority content trick #2: add compelling statistics

Statistics are not my favorite type of content. I find numbers boring.

But it’s a mistake to ignore numbers.

Because numbers add substance to an argument. They show you know your field. They instantly make your content more factual.

For instance, for my own Enchanting Marketing blog, I wrote a post about 10 proven headline formulas. First, I present figures to explain how important headlines are:

“The average click through rate on Twitter, for instance, is only 1.64% (source, 2012), so 98 out of 100 people may read only your headline, and fewer than 2 of them click through.”

Then, for each of the headline formulas, I provide examples of popular headlines and support my points with facts:

“The ‘Burning Question’ formula is probably the most underused formula on the list. But its attraction is undeniable: the third most popular post on Moz (8.2k shares) and the fifth most popular post on HubSpot (13k shares) use this formula. We also know from research that questions get more clicks on Twitter than statements, and that subject lines with question marks get 44% more opens than those with exclamation marks (source).”

Statistics boost your credibility and appeal to rationality. But be careful: Don’t let the numbers undermine the clarity of your message. Only add research results and other numbers if they help clarify your ideas.

Authority content trick #3: support with quotes from experts

Can’t find any statistics to back up your argument?

Try using quotes from well-known experts. A quote demonstrates you’re familiar with other work in your field. Notice how I quoted Sally Hogshead earlier?

Strategically selected quotes support your claims. They help you “borrow” other people’s authority to grow your own.

Step #3: Inject power into your words

Does power make you think of dictators, bullies, and other dominant personalities?

As Sally Hogshead explains in her book How the World Sees You, power lives on a spectrum. Power’s gentle side manifests itself in the parental nudge and in the sports coach who motivates you to train harder.

Powerful writing inspires readers to take action. An effective sales page, for instance, encourages readers to click and buy. Strong social media updates make people click to read more. And authoritative blog posts motivate readers to implement your tips.

How?

Embrace your inner bossiness by using the imperative form and shorter sentences.

For instance, read this paragraph aloud:

Your job as a blogger is not simply to write tutorials that share tips, facts, and advice.

A useful tip that’s not implemented is like a riveting book that’s never opened. It’s forgotten and useless.

Instead of acting solely like a blogger dishing out your tips, you should become a mentor for your readers, a chief of your village, a leader of your tribe. You should fire up your tribe and jump-start their actions because your readers are waiting for you.

It feels a little flat, right? That’s because the sentences are long and the final sentences use “you should” instead of the imperative.

The alternative version below (from A Rabble-Rouser’s Rules for Writing Kick-Ass Closing Paragraphs) is more inspirational because it uses shorter sentences and the imperative form (“Fire up your tribe” instead of “You should fire up your tribe”):

Your job as a blogger is not simply to write tutorials.

Your job is not to share tips and facts and advice.

A useful tip that’s not implemented is like a riveting book that’s never opened. It’s forgotten and useless.

You’re not simply a blogger. You’re a mentor for your readers, a chief of your village, a leader of your tribe.

Come on. Fire up your tribe. Jump-start their actions.

Your readers are waiting for you.

Does that inspire you more?

The magic of writing

When I started writing, I didn’t think of myself as a writer. I doubted my skills. I didn’t know whether I had enough ideas.

But every time I had to write an article, I learned more about writing. I followed my curiosity. I discovered what I’m passionate about, and I learned what resonated with my audience.

You might think you don’t have enough to share. Or you might doubt your writing skills.

This is what I’d like to tell you:

You’re unique. You have unique experiences. And you’ll discover your voice and your passions when you write more. Writing brings clarity, deepens your understanding, and strengthens your ideas.

So, commit to writing. To creating valuable content. To being helpful to your readers.

Start making tiny ripples.

That’s how change begins.

Are you a writer who wants to become a Certified Content Marketer?

Inside Copyblogger’s Content Marketer Certification program, there’s a lot more for writers.

The training program helps writers make the most of their careers. Writers learn how to position themselves and their offerings, so that they can build profitable freelance writing businesses.

And the program is opening up soon. Drop your email address below and you’ll be the first to hear about it.

Find out when our Certified Content Marketer training program reopens:

The post How to Write with Power and Authority, Even if You Feel Like a Nobody appeared first on Copyblogger.

from
http://redirect.viglink.com?u=http%3A%2F%2Ffeeds.copyblogger.com%2F%7E%2F164936750%2F0%2Fcopyblogger%7EHow-to-Write-with-Power-and-Authority-Even-if-You-Feel-Like-a-Nobody%2F&key=ddaed8f51db7bb1330a6f6de768a69b8