writing for an invisible audience | susan rich of richwriting
TRANSCRIPT
Write it Rich!Real-World Writing Tips for
Reluctant Writers
Susan Rich, RichWritingCopywriting, Editing, and Consulting
Creator of the Write it Rich! series
Real-World Writing Tips for Reluctant Writers
• Your story needs structure!– Organize your thoughts– Pick a key message
• Recipe for good content– Resonate with your reader– What makes good online content
• Recipe for good video– Why use video– What makes good video content
• Social networking for busy people– Get the most out of your time online
IncitingIncident
CLIMAX
Ris
ing
Act
ion
Resolution
Classic fiction model:
Beginning, Middle, End
Used for: Spy thrillers, mysteries, romance novels
Not good for marketing copy
Used by journalists
Pick main fact
Arrange others in descending order of importance
When done, stop writing.
Inverted Pyramid
Now used by YOU
Pick main fact
Arrange others in descending order of importance
When done, stop writing.
Happy ending: Call to Action!
Little Red Riding Hood is on her way to grandma’s house.
She meets the Big Bad Wolf, tells him where she is going.
The wolf gets there first, eats grandma.
Then he eats Little Red Riding Hood.
A hunter realizes what has happened.
He cuts open the wolf.
Little Red Riding Hood and her grandma are saved.
They live happily ever after.
How would you tell this:
For the 6 pm news?
Knife manufacturer?
Parent’s group?
Instead of a story, now think of this as a collection of facts:
What makes good content?
Be brand YOUSupport your personal brandShow how you help others
Write to resonateAnecdotes, personal stories, bios
make people feel like they know you
Recipe for good contentStart with:
Intriguing headline 10 ways to cope with stress (list) Do you want top dollar for your home? (question) Here’s your ticket to run amok! (excite)
Compelling first sentence Ask a question Tell a story Make a statement
Strong call to action Tell your reader what you want them to do Make sure you tell them how to do it And tell them why/how they benefit!
Recipe for good contentInclude these ingredients:
Use simple language Avoid jargon, multi-syllabic words
Simplify complex ideas Use metaphors, analogies, alliteration Relate complex numbers to everyday facts Use case studies, stats to support your message
Place emphasis on communication Stick to 1 or 2 key messages Your goal is to connect, not overload
Recipe for good contentAdd extra zest
Write in present tense
Avoid these verbs: am, is, are, was, were, be, being, been in favor of strong action verbs
Use white space generously
Do unto others…
Inspire curiosity or promise a result and the phone will ring!
Recipe for good video
Why video?Say hello to your invisible audience
Reach more people Adds layer of legitimacy
Tell a better storyDemonstrate product or serviceInclude testimonials
Recipe for good videoVideo content = Writing content
Resonate, build your brand
What are selling?
Why are you the best?
What do you want the viewer to do?
A great video inspires people to contact you. Make sure yours is focused,
easy-to-understand, and has a clear call to action.
Social networking for busy people Social Media = Tool
Twitter, LinkedIn, Facebook, Blogs, etc.
Social Networking = Activity What you share, how often, desired outcome
Choose social media wisely Relevant to your industry or hobbies
Build a single, broad-based profile Use a quality photo Cut and paste the same content into each one
Use social media to promote your brand Participation is key…but for busy folks:
Update all profiles every 3-6 months
If you liked this presentation…
• Sign up for a future Write it Rich! workshop. Next session in late May.– Tips for Reluctant Writers: Learn the 3-step
process for writing benefit-based copy in just 3 hours.
– The Lab: Hands-on workshop helps you finish a marketing copywriting project.
• Sign up for WriteBites: Writing tips plus info on future workshops.
• Ask me about my editing services.
Thank you.
Susan Rich, RichWritingCopywriting, Editing, and Consulting
Creator of the Write it Rich! series
Learn Morewww.IASECP.com/events/
Next Month’s Event
5 Important strategies for self publishing your nonfiction book as a business building tool
Build credibility and show your expertise. Kaya’s going to talk about:• How you write it• What you write• Who you write it to• What you want to accomplish• How to get it published
To Register, visit: www.IASECP.com/events/
Next MonthKaya SingerMay 20, 20102 PM (PST)
Thank You
A rising tide lifts all boats.
Our mission is to raise the tide of self-employed communication and creative services
professionals.
connect. grow. thrive.www.IASECP.com