Blog

I Mean Business, Real Talk, Writer's Life

A League of Their Own

How many of you remember the great movie A League of Their Own, starring Tom Hanks and Geena Davis? The movie concerned a group of women who became baseball players during World War II, a time when the male players were serving in the military. Tom Hanks plays Jimmy Dugan, the washed-up manager who finds his love of the game again through these unlikely champions.

I was thinking the other day about what I’ve learned since I started working with my freelance clients and how I could expand my offerings. Right now, my best clients already have pretty great baseball teams with experienced players. In my case, this means they have writing projects with specific goals, and resources lined up with the information they want to communicate. In that case, I’m the Geena Davis character—the pro who knows how to execute.

But what about clients at the level of the rest of the Rockford Peaches? These farm girls are pretty great players, too. But they’ve never done anything like this before, and they’re not quite ready to put it all together. There’s some behind-the-scenes spadework that needs to be done. This summer, I’ll be putting on my coach hat and working on some more effective ways to do that (i.e., packages) that make sense for me and for potential clients looking to take it to the next level.

What I love about A League of Their Own is that Jimmy Dugan doesn’t start out as a great coach. He isn’t really much of a leader at all. As the story unfolds, he grows into the role. He accepts his situation and begins to believe in the abilities of his players. He begins to offer them the positive feedback and constructive criticism they actually need, instead of just screaming at them. He tunes into their values instead of his own. Working together, he and the players find a way to work together and make their dreams come true.

In the end, it all comes down to the improved results on the baseball diamond. But the scoreboard is only a crude measure of success. The real story is the humility, compassion, and communication that develops between the coach and the players.

Big Ideas, Complexity and Creativity

Creativity Secrets of Les Paul

“Your boy, Lester, will never learn music.” So wrote a teacher to the mother of Lester Polsfuss of Waukesha, Wisconsin. Years later, of course, that boy was Les Paul, the world-renowned guitarist and inventor who revolutionized music by pioneering the electric guitar and inventing modern recording techniques, including multi-tracking. In fact, it’s hard to imagine what modern recorded music would be like if Les Paul (or his mother) had internalized that teacher’s “can’t-do” attitude.

Instead, the boy spent his days trying his hand at the guitar, harmonica, and banjo, begging for lessons from any local person who would give him the time of day, and building his own crystal radio set and later, his own amplifiers. By the time he was a teenager, he was in a country band. Hungry for more, he moved to Chicago and spent every off-hour on the South Side of Chicago with that city’s jazz musicians, learning everything he could about music.

I learned all this and more recently from a great documentary, Les Paul: Chasing Sound.  What struck me the most about it was how Paul’s creativity was fueled by his continual thirst for learning. Undoubtedly, Paul had natural abilities that were beyond the imagination of his childhood music  teacher. But without the desire to pursue them and willingness to be a beginner, they never would have developed. And Paul kept on playing music and experimenting well into his 90s. Eventually, he became the only person to be inducted into both the Rock & Roll Hall of Fame and the National Inventors Hall of Fame.

There are some pretty off-the-wall concepts about creativity going around right now. One of the most destructive is the idea that a creative person comes up with mind-blowing ideas out of thin air. In reality, a true creative is forever a learner, focusing both on specific skills but branching out into a wide range of related concepts that pump more excitement and energy into the learning. Occasionally, I’ve run across people involved in the creative arts who weren’t learners, and they ended up as “wannabes.” It takes a combination of self-confidence and humility to admit you don’t know and seek out those who do.

Right now, I’m working on a white paper for a client about a piece of legislation that affects their industry. The client apologized for the boring subject matter! But no subject is boring if you have the chance to take apart the ideas behind it and experiment with fitting them back together—like Les Paul and his life-long quest to understand sound.

Whether business or pleasure, what do you want to learn about next? Whatever it is, give yourself permission to be the beginner. You never know where it might lead.

Today’s laugh:

Photo Apr 19

Today’s links:

Did you know cavemen were already dealing with “Big Data” issues?
The Human Factor: Cybersecurity’s Forgotten Conversation

Big Ideas, Real Talk, Writer's Life

Being Nice is a Skill

Have you ever worked with someone who made you pay a toll just to answer a question or give their input into a project? I think most of us have our war stories about that insufferable or arrogant colleague. I’ll never forget the guy who wouldn’t taking his turn washing dishes in the break room, explaining to the rest of us, “But I have a PhD!”

The truth is that people who are passive-aggressive, bad-tempered, or just full of themselves can take a surprisingly large toll on a project. Back when I used to interview candidates for my company’s technical writing team, I was known for my questions that tried to elicit the candidate’s temperament along with experience and skills. These days, as a freelance professional, I’m usually on the other side of the fence—and I’m more convinced than ever that being pleasant and sincere is a valuable skill all freelancers should work to cultivate.

Here are three assets that I think define that special something.

  • Thoughtful. In today’s collaborative environment, a cutthroat operator can wreak havoc on a project. Look for someone with an encouraging and supportive mindset. A thoughtful person is respectful from the beginning and a good listener who is focused on solutions and moving the project forward, not directing the spotlight onto themselves.
  • Generous. Even in a hard-charging environment, you’ll want to bring on board people who share (rather than hoard) their ideas and wisdom, and are generous with praise, thank-yous, and recognizing the contributions of the entire team—those “below” as well as “above.” One big red flag: someone who puts conditions on their cooperation.
  • Funny. Don’t get me wrong here. When I was on the hiring team, I steered clear of would-be standup comics and their thinly-veiled aggression. On the other hand, having a good sense of humor is a huge asset. All projects benefit from a person who is positive, light-hearted, curious, and knows how to laugh and smile.

What do you think makes for a nice addition to a work team—someone you actually want to work with on a repeat basis?

Today’s laugh:

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Content Marketing, How-Tos, Understand Your Audience

Case Studies: How to Get in the Right Mindset

Have you ever gone to a conference and had to sit through endless presentations that were badly disguised sales pitches? Then, instead of relaxing and networking with your peers at the mixer, you were button-holed by salespeople from other companies, all hoping you were their next hot prospect. Let’s face it—it doesn’t take long before you just grab a few more cheese cubes and head for the elevators.

Many companies have turned to case studies to better demonstrate their value to prospects and customers. A case study puts the spotlight on a customer and how you solved their problem. But how can you make sure that you don’t fall into the sales pitch trap and end up boring or alienating your audience? For the right mindset, keep these three points front and center:

  • You’re the expert—not the hero. With a case study, you can demonstrate what made you uniquely qualified to solve a problem without coming on too strong. The spotlight’s on the customer, and you play the role of the mentor in their journey—a trusted authority that comes along at the right time to help advance the action.
  • Emphasize one value proposition. Was the client facing budget cuts? Geographic challenges? Inadequate data to make decisions? Whatever the challenge, center your case study around the process your customer undertook to find you, but don’t overcomplicate it. Outline in concrete terms how their partnership with you solved one key issue.
  • Be professional. A great case study isn’t a task you can knock out in your spare time or delegate to an intern. A professional writer knows how to zero in on the problem and the solution using the customer’s own language. The result is copy that is direct but never desperate, and not reliant on industry jargon or spin. A great copywriter knows how to distill the features and benefits of your interaction with the customer into a story that resonates with prospects facing a similar challenge.

A final tip: most people are tired of being sold, and wise to the tricks of the trade. Don’t sugarcoat your case study in sales language. This is the time to be real.

Today’s laugh:

Photo Apr 20

Content Marketing, Cultural Heritage, Writer's Life

Making an Impact

When you’re busy, it’s easy to get so caught up in the details of what you’re doing that you forget the whole reason you’re doing it. Recently I was looking back on the customers I’ve served the last year or so, and it was fun to thinking about making a difference.

I’m a pretty practical person with a lot of experience in traditional businesses. Most of my work comes from companies that offer IT solutions that solve practical, real-world problems from detecting fraud to checking out library books to managing local elections. As you can see, the end users of these solutions are experts in their fields, not computer geeks. My actual customers are usually marketing managers and directors in charge of content, marcom, or demand generation. They need to offer these end users real, substantive information, and the projects are usually pieces like white papers, case studies, or trade articles.

However, IT companies are not the only organizations that need writers. Because of my unique background in the cultural heritage arena, this past year I did two major projects for government. My largest single project of the year was writing a very extensive e-commerce catalog for a public museum. I also did a large research project for the 100th anniversary of the Texas Department of Transportation. My government customers have varied titles, but are concerned with outreach that is accurate, inviting for the public to read, and controversy-free.

Finally, I work on book projects, which I’m hoping to expand in 2017 and beyond. I worked closely with an old Austin family to create a corporate history of a legacy Austin business—a great project for a company anniversary or to celebrate the retirement of a founding executive. I also contributed research and editorial services for several book projects. Want to propose or submit a chapter to a business anthology? I can help with that, too.

As a one-person shop, I can generally handle only about 3-5 clients at any given time. I’m currently scheduling into the summer and looking for 1-2 new clients. I’d love to talk to you about your writing needs.

Today’s laugh:

Photo Mar 09, 6 32 05 AM

 

Content Marketing, How-Tos

How to Bring a Freelancer Into Your Company Culture

Are you a marketing manager who is swamped with content writing needs?

Um, does the bear live in the woods?

Odds are that you’re always playing catch-up to generate the blog posts, newsletters, trade articles, and white papers that would really connect you with customers and some great leads. But you might still be hesitating about bringing in a freelance writer like me to help generate some of your content. How could a freelancer possibly get up to speed on your products and customers? How could she understand what makes you special? Wouldn’t it just be more trouble than it’s worth?

The truth is that it’s all about communication—the very thing that got you where you are today. Here are a few ideas about how to find the right freelancer for you.

  • Have a chat about your company’s values, goals, and objectives and see if he or she gets it. The same freelancer that fits a hip downtown company creating apps may not be the right fit for your 50-year-old family-owned manufacturing firm, and that’s OK.
  • Look for someone who asks the right questions. When I first meet a new prospective client, usually by phone, I ask a lot of questions, such as “What is your first project? Who is the target audience? What are their hot buttons? What’s unique about your product or service? Who is your competition?” and many more. When the freelancer asks good questions, you can be sure that their quote or estimate for what it will take to do the work is well informed.
  • Look for a long-term asset. Companies often make the mistake of looking for the cheapest way to solve a short-term problem. By doing so, you’re missing out on the best part of hiring a freelancer, and that’s developing a long-term relationship with someone who understands your business and is as loyal as any employee. Plus, because they generally work with multiple clients, your freelancer is likely to be exposed to approaches, ideas, and ways of thinking that you may not have considered.
  • Embrace the difference. A freelancer is a different animal from your employees. Freelancers are entrepreneurs who have voluntarily assumed the risks and rewards of running their own businesses. You’re bringing in a person who is motivated and innovative. It also means they may be booked at times with other clients. When you find a great freelancer, consider a retainer fee for the hours you need each month, or work together on a communication plan to make sure she can always jump in and help as needed.

With good communication and clear direction, bringing a freelancer into your team may feel like the best decision you ever made. Want to know more? Give me a call. I’d love to see your project on my summer calendar.

Today’s laugh:

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Real Talk, Writer's Life

Cost Center vs. Revenue Generator

In a conversation last week with other freelancers, one fellow writer said, “I’m looking for a client who sees a writer as a revenue generator to be maximized, rather than a cost center to be minimized.” I wondered—what would happen if we reframed the way we look at all of our business relationships. What if we stopped thinking of people as risks and liabilities, and thought of them as allies and assets instead?

As with many questions, I haven’t come up with any answers—only more questions.

  • In the now-notorious case of United Airlines, the airline was so blinded by cost considerations as to unleash a vicious attack on one of its own customers for the crime of wanting to go to his destination. What if instead, they had seen Dr. Dao and the other passengers as vulnerable human beings who had placed enormous trust in the airline? Might they have acted differently?
  • Another conversation this week was with a friend who has recently acquired a status symbol she coveted. She relished the envy her new toy had awakened in others. And while they say living well is the best revenge, I came away not feeling so sure. Chances are that the feeling of satisfaction won’t last long and it will take some other triumph to provoke that same sense of delight. What if she put the same energy into a project that reflected her unique gifts and values?
  • My father has an old friend, Leonard, who thanks him profusely whenever they see each other. Why? My dad helped train him when he was a new employee at the same workplace–forty-five years ago! When we treat others as assets, we never know the impact we might be having. We might even change the course of an entire life.

In the end, I’m not sure that money, status, or titles work as goals, even in the short run. I have a lot of admiration for people who do good work and treat their fellow human beings with respect, care, and appreciation, no matter what the circumstances.

Today’s laugh:

Photo Mar 08, 7 00 15 AM

Today’s links:

The Promise United Airlines Never Made
Why Young Female Leaders Must Reject the Thought “I’m Not Like Other Girls”
Bridging the Digital Divide