Published!

GMSTTW COVERThis is my book. I wrote it because I had to put my self out. Be out. These are pieces of me (they’re always called pieces, whether a piece of music, art, or writing) that assure me I was here. I never thought of that before, but it’s true. Creatives leave these little breadcrumbs like Hansel and Gretel.  Do they (we) then have a way to find our way back to ourselves? Does an architect leave a piece? No. They leave big things. Whole things like buildings and subdivisions. Are those pieces? Maybe. Engineers leave bridges, waterways, and aqueducts and dams and things. Doesn’t matter. They see edifices in their minds and build them. Creatives see music and art, and we write it, paint, or draw it. Then, we share it. Sometimes we perform it.

I could say my kids “prove” I was here. Or that I have photos that say, “I was here.” But I’m not sure of that. Some of the photos were taken when I was too little to remember. Was I really there?

My family should be pleased to know I was here. Hah. And they may see themselves immortalized in these pages, too. While many of the stories are pure fiction, some are versions of events that happened with the names of the characters changed. I wonder if they will recognize themselves.

That’s it. The book is available from Outskirts Press, on Amazon, and also on Barnes & Noble.

Now on to the next creation. I do hope some other (not family!) people will read this book and like it. Themes, lessons, and laughter titter through the pages, yes. But mostly I’m glad I wrote it. And published it. Just. For. Me. In. The. Wind.

 

Results

You’ve hired a writer.  Defining Your ProjectCongratulations! I’m thrilled. You’re excited because your work is done. But wait.  We have to talk about that.

As I view the content landscape, I am convinced that people hire content writers  expecting magic—as in seeing instant results and an immediate increase in business. It would be lovely, a writer’s wish, a company’s dream-come-true if it worked like that.

It doesn’t.

Ongoing Content

How often do you look at automobile advertisements or the independent reliability reports, or fuel efficiency readings? Only when you’re looking for a car. But the auto companies advertise and provide content all the time. The do not look for an immediate increase in sales after they have put up one ad, one blog, one Consumer Reports review. They are in it for the long haul.

Automobile marketers pay attention to the number of people that visit their website: they pay millions of dollars (I worked for such a company) to measure every click on every web page and every minute and second prospects spent on the smallest detail of the brand’s offerings. They analyze the metrics down to the threads on the tires’ lug nuts, so to speak. But they cannot directly correlate sales increases to online behavior. They get close, and they can sometimes indirectly estimate sales upticks based on the analytics.

What they can measure is interest and then try to correlate it to sales. SO CAN YOU!

How to Get Great Results:

Be sure to garner your clients’ and prospects’ interest in your content by:

  • Employing good writers
  • Providing the writer with YOUR company’s content bullets and voice/tone. Very important.
  • Getting your website person* to measure the reaction (analytics) to your content on your web page.
  • Asking your social media person* to analyze the reaction to your Social Media posts. Who responds? What day, time of day, topics, words or word phrases are best? What channel is best? LinkedIn? Facebook? Instagram? Twitter? YouTube? The analytics are offered by the sites themselves, but how you react to them makes a difference. For example, changing the messaging might be necessary if the response is low, but it will not change itself. Someone has to do it.

* If this person is you, make sure you have this on your weekly To Do list. Either that or be willing to pay the writer to do it. Why? Conscientious writers want our words to bring you buzz and business! If they don’t, we will fire ourselves if you don’t fire us first. And then you start all over with another writer. It doesn’t have to be that way.

Bottom Line

Hiring a writer is a great first step. It’s not the last step. It’s important to conduct sessions in which the content — web page, post, product description, etc.— is studied for their results. The goals must be clear: More clicks? New leads? Increased sharing? Closed sales, higher email captures? There’s no shortcut. Stay the course with your writer and make sure to measure our results.

Professional writers want their clients to succeed and grow so we can grow with you!