VOLUME 22, ISSUE 4 – APRIL 2023
THIS MONTH’S MENU:
I. APPETIZER: LESSONS FROM JOSEPH PULITZER
Knowing His Audience Turned Around a Losing Newspaper
II. “FIELD” GREENS: GOT CANVA?
Learning Some Simple Design Has Its Place
III. MAIN “MEAT” COURSE: CONTENT VS. COPY
Veteran Content Pro Serves Up Primer on Powerful Content Writing
IV. DESSERT: COMBO SUCCESS STORY & TIP
Yours Truly’s Relentless Six-Level Follow-Up Finally Bears Fruit
I. APPETIZER: LESSONS FROM JOSEPH PULITZER
Knowing His Audience Turned Around a Losing Newspaper
Finished an enjoyable book recently, Eighty Days: Nellie Bly and Elizabeth Bisland’s History-Making Race Around the World.
The book chronicles the two women reporters who—sponsored by their respective New York City newspapers—embarked (in opposite directions), in 1889, on their globe-trotting adventures.
The winner did it in 72 days, eight fewer than Jules Verne’s fictitious Phileas Fogg’s 80 days.
Bly’s paper, The World, was owned by Joseph Pulitzer (yes, that Pulitzer), who’d bought it for $346,000 from railroad baron Jay Gould. Gould was delighted to unload it, as it was hemorrhaging $40K monthly.
Pulitzer was clearly the “new sheriff in town,” and had some dramatic changes in the offing. Needless to say, this excerpt from the book is just as applicable to commercial writers in the early 2000s as it was to reporters in the late 1800s.
“Condense! Condense!” he regularly barked at his editors, urging them to cut extraneous words, to keep sentences short and descriptions vivid, to make the language as accessible as possible to an immigrant new to the country, as he himself had been only two decades earlier.
“The first object of any word in any article at any time must be perfect clarity. I hate all rare, unusual, non-understandable words. Avoid the vanity of foreign words or phrases or unfamiliar terms. Editorials must be written for the people, not for the few.”
Under its previous ownership, The World’s front page had featured decorous articles with headlines such as Affairs at Albany, Bench Show of Dogs, and Mrs. Vanderbilt’s Trip.
No one could…confuse them with the articles [now] on Pulitzer’s front page, full of violence and sex and tragedy, the headlines often running in several decks:
INSANE FROM TOBACCO.
A MANIAC IN A HOTEL OVERPOWERS HALF A DOZEN MEN.
HE CHEWED TWO POUNDS OF TOBACCO A DAY.
WENT TO THE PARK TO DIE.
A YOUNG WIFE ENDS HER LIFE WHILE TEMPORARILY DERANGED.
SHE HAD SHOT HERSELF THROUGH THE HEAD.
You get the idea. I’ll spare you some far more lurid headline examples he includes. And while certainly not suggesting we get sensationalist with our writing, his message is clear: Know your audience, and write to get their attention.
And he clearly did. When he purchased The World in 1883, circulation stood at 15,770. Within two years, it had increased ten-fold to 153,213. On that “who’s-the-audience?” note, let’s eat!
II. “FIELD” GREENS: GOT CANVA?
Learning Some Simple Design Has Its Place
A few years ago, I took a stab at Canva, the DIY design program, with an eye towards perhaps creating some infographics. Never got too far on the IG front, but had some fun playing around with it, and it was pretty darned easy to use.
Fast-forward a year or so, and I’m working on a big website project. I had an idea for a timeline-style graphic to explain a client process, and which would enhance a particular web page, and remembered Canva.
In 15 minutes, I created an example of what I was envisioning and shared it with the client. They didn’t end up going with it, but I know I rose a bit in their estimation; they appreciated my extra effort to enhance the final product.
I also worked with a coaching client recently who was starting out and building his portfolio, and he used Canva (far more competently than me, I might add…) to seriously spruce up some text-only samples. Remember: our samples don’t need to be works of art, but they do need to look professional.
Finally, as you may know, I just added a new module to my Well-Fed Craft course. The new module is The Before & After Collection* and includes nine (9) before/after samples.
For two of the “After” versions, given that I never received professionally produced versions, I used Canva to create some more polished layouts.
Now, as you likely know, I don’t recommend writers learn design, but, rather, I suggest partnering with designers (and wrote a book on it!).
Haven’t changed my tune on that: when working with clients, you always want a pro designer by your side. Not only because these folks have forgotten more about design than you and I will ever know, but more importantly, because they can steer work to you!
That said, Canva has its place. It can definitely can come in handy when you want to put your best (graphic) foot forward, in some of your own personal projects, with clients (like my example above), when starting out and creating a portfolio, or—fill in the blank.
And rest assured, if even a seriously low-tech guy like me can manage it, it must be user-friendly.
In this ever-evolving writing world of ours, where AI looms, and “commoditized” skills make it hard to rise above the herd, you want to grab any edge you can. Canva can be one more arrow in your marketing quiver.
And who knows, you—like me—might even have a little fun along the way.
(*Available as a standalone purchase, and with a $60-Off coupon code for Well-Fed Craft. Details).
III. MAIN “MEAT” COURSE: CONTENT VS. COPY
Veteran Content Pro Serves Up Primer on Powerful Content Writing
The following solid piece on writing effective content (and how it differs from copy) comes from veteran financial-services content writer Don Sadler.
Don shares the keys to writing powerful content, which, coupled with his niche, has yielded a six-figure income for close to a decade. Thanks, Don!
Five or 10 years ago, I’d have called myself a freelance copywriter. Today, I’m a content creator. It’s a subtle but critical difference.
The goal of copywriting is to sell something to prospects. Think about direct-response copywriters, who are highly skilled at getting customers to take immediate action to learn more about or actually buy a product or service.
The goal of content isn’t to sell as much as set the stage and “warm up” prospects to receive your offer. Or, in the case of a blog, e-newsletter or whitepaper, to provide free, value-added information that positions your company as an industry expert.
When done effectively, content and copy work hand in hand: content establishes trust with prospects so they’re receptive to your sales message, while copy is used to seal the deal.
Share Knowledge, Not Information
People today are drowning in information; the last thing they need is more data. They want knowledge that helps them solve problems or take advantage of opportunities. All content should be run through this filter.
5 Tips to Creating Great Content
- Narrow your focus.Don’t just share information anyone could find on Google. Instead, bring your unique perspective to a topic and focus on a particular aspect that’s especially relevant to your target audience. The narrower the focus, the more practical and helpful the content will be.
- Target your audience.The tighter you target your audience, the more likely your content will be valuable to them. Don’t just target doctors; focus on knowledge relevant to orthopedists, dermatologists or internists.
- Determine your objectives.Why are creating content? While the ultimate goal is more sales, as noted, your content should provide valuable information, not a sales pitch, to prospects, so you build trust and relationships with them.
- Educate your audience.Again, the more specific and targeted your content is, the more effective it’ll be. Avoid generic info, and instead, share personal insights and stories about the benefits realized by your customers.
- Deliver value.Make your content as detailed and actionable as possible. Don’t worry that giving away useful information free will have prospects not hire you; the opposite is usually true.
Restaurants that give away samples in the food court know that a little taste often leads to buying a whole plate.
The 5 Cs of Great Content
In The Content Marketing Handbook, Bob Bly lists the 5 Cs of great content:
- Clear:Clear writing stems mainly from clear thinking. The opposite is also true: If you don’t understand your subject, your writing will be “weak, rambling and obtuse,” says Bly.
- Concise:Concise writing communicates the thought or idea in as few words as possible. Tighten your content, then go back and tighten it some more.
- Compelling:Your content should be engaging enough that readers want to finish it. To do that, make it about things that interest your audience—their problems, fears, desires and challenges—not things that interest you.
- Credible:Thanks to “fake news” and slanted reporting, most people filter everything they read through a skeptical lens. Build credibility by establishing yourself as a trusted expert in your field.
- Call-to-Action (CTA): Tell readers what you want them to do after reading the content—make the call, download the free whitepaper or e-book, subscribe to the e-newsletter or any other “next step.”
IV. DESSERT: COMBO SUCCESS STORY & TIP
Yours Truly’s Relentless Six-Level Follow-Up Finally Bears Fruit
So, let me tell you a story about the power of follow-up…
Back in 2019, I did some work for a client, who was delighted with my output. The work was easy, non-technical B2B, and I looked forward to building a long-term relationship with her.
Then, in early 2020, she let me know she was leaving the company. You never love getting those emails, but they’re a part of our world.
I both kept up with her and asked for a referral to her replacement. She happily provided it and I followed up with him (#1 contact) three times over roughly six months (it’s mid-2020 now). No response, until after the third time, when he steered me to yet another contact (#2).
I followed up with #2 twice, at which point she asked me for samples of the previous work I’d done with them. After doing so, she steered me to #3 contact, who reached out to have a call.
Finally, I thought, we’re getting somewhere. It’s now July 2021. She (#3) steered me to #4 for the call, where we clicked well, he liked my sales background, and I was feeling optimistic. I asked him how soon he might need me: likely in the next few weeks.
Then, crickets. Nothing for many, many moons. Of course, I followed up several times, but never got a reply. I even followed up with #3 (who’d set up our earlier call), and she replied: I was “in the system” and in line to be hired.
I continued following up with both of them (in the same email), and in one of their replies, noticed they’d copied in a third person (#5). Taking that as a good sign, I followed up with her (#5) several weeks later and once again, but heard nothing back. It’s end of 2022 now.
Fast forward to early February of this year, and lo and behold, I hear from both #5 and a #6 contact, inquiring about my availability to work on a few projects.
I’ve now finished two projects, all went well, and we’ll see how things unfold. Yet it should be clear from the above saga, that relentless follow-up is essential.
Moreover, following up with past clients is always smarter than cold contacts with new clients. It may take a while, as it clearly did here, but my time investment over the last 3+ years has been minimal.