Archive | business

Exercise your writing muscle – train to be a better writer

Use your writing muscle - writer wearing a hoodie, holding pen and note-book

Like physical training, your writing can benefit from exercise. Just like challenging your body, heart and lungs to take on new challenges, you can improve your writing by focusing on your writing practice and trying new things. Here’s how I exercise my writing muscle and keep myself in top writing shape.

Make time for writing

I swim, cycle and run so that I can take part in triathlons. I do weight training to keep me strong and in good shape for my sport too. Yes, it is sometimes hard to fit in physical training. But I know that if I don’t put the effort into consistent training, I’m unlikely to reach my potential, and I risk injury. Training challenges me, and I enjoy it. So I make time for it.

I make time for writing too. Not just as part of my daily routine, which involves creating content for my writing clients. I make time to explore writing outside of my work commitments too.

Time to try new writing challenges. Time to write with no expectations or judgement. Time to play around and enjoy it.

Time for writing can be a regular 20 minutes free-writing to warm up my writing muscles for the day. Or, it can be more intense and concentrated, in the form of a workshop or writing retreat with Dark Angels, or a training event from 26 Characters.

Become a better writer by reading

Most writers start out mimicking their heroes. I did. Somewhere in a box in the attic, there’s an exercise book filled with a story about a girl who runs off on horseback in the dead of night, in the style of C.S Lewis. Reading was how I first learnt the elements of stories, about heroes and conflicts, about character, place and action.

It may seem like a long path to go from writing fantasy tales to writing marketing materials for businesses. But business writing has its heroes with their obstacles to overcome too. It’s just a matter of seeking them out. Call that my daily quest.

Writing stories of my own taught me about structure – about the importance of beginnings, middles and endings. These are important elements in business writing too.

You need a strong headline to catch attention. You need to draw people in, take them on a journey. And then at the end, you need to persuade them to take action.

Become a better writer by analysing technique

While studying English Literature and Language at Leeds University, one of my tutors used to set us the task of writing essays in the style of the writers we were studying – Philip Sidney, John Milton, Alexander Pope.

This was very different from modern writing, but in mimicking the rhetoric, structure, and language of different writers, I learned to appreciate the craft of their writing even more. That meant I could write about it from a position of understanding.

Using metaphor, drawing on all the senses, writing from another person’s point of view, choosing a potent word – these are all techniques I have learned through studying language and literature. And they serve me well as a writer for business today.

Become a better writer by finding your voice

As a writer, the ability to adapt my writing to different styles is a very useful skill. It helps me sound like the brand or company I’m writing for. And I can still do a decent impression of Jane Austen or Charles Dickens, should you need that kind of thing.

But to be authentic, it’s not enough to mimic someone else’s style.  You have to develop your own.

While a brand and business may borrow and adopt words and language from its own industry and environment, as a tone of voice consultant, I advise them to look for the things that make them different.

Just as in speaking, we all have our own individual, distinct and recognisable voices, it’s important to find your own voice when you write – whether that’s writing for business or writing for yourself. It’s what makes you different, unique and memorable.

To exercise your writing muscle and improve your writing

  1. Make time for writing

  2. Make time for reading

  3. Try on different voices and see what fits

  4. Use what you’ve learned and make it your own

For more tips to help you improve your writing, sign up to my mailing list.

1

How to write a blog post in one hour

Blog faster- how to write a blog post in an hour

I often hear people running their own businesses say that they’d like to write more blog posts, but they just don’t have the time. I don’t think it has to be that way. So I’ve set myself a challenge. Can I write this blog post in one hour and show you how to do it too?

The clock is ticking. Or rather, the timer on my phone is counting down, so let’s go.

Where to start? With a store of ideas

Where do ideas for blog posts come from? I read, listen and watch the news. I browse the web, read articles and blog posts. When I find something interesting I stick it into a swipe file or a notebook.

Stick your ideas into an online pot, like Evernote or OneNote  and they’re accessible any time anywhere. Or keep a notebook and jot them down at the back. Just make sure you always have it with you.

Ask your friends, family and community what they want to hear about. Even if you only have a small number of followers or subscribers to your mailing list or blog, a few ideas from them are better than none at all.

Don’t wait for inspiration to strike. You may find you’re waiting a long time. The more you go looking for it, the more you’ll find.

10 mins gone and I’m well into creating content from one of my stored ideas.

What does a blog post need?

  • Title
  • Image
  • Lead para
  • Practical hints and tips
  • Question/conclusion/where to go for more

Applying a structure can help you focus on what you need to get the job done and stop you getting side tracked.

So what do I have?

  • Title  – well that’s the challenge of this blog and something I swiped from my ideas store
  • Image – I can go to my file of images on my laptop and use something like a picture of my desk. Or I can spend 5 mins looking for rights-free images on a site like pixabay or pexels.com. I’ll do that in a few minutes.
  • Content – well that’s what I’m doing now. Typing directly into WordPress, or a simple text editor such as One Note or Evernote.

I usually type in Word, but I don’t want to be distracted by too many formatting options and I know that when I copy and paste into WordPress, it does some wonky formatting that I’ll have to reset. So keep it simple and avoid having to spend time re-formatting.

Use a template or formula

You may think that writing posts to a formula or template will get dull and boring. But most well written stories on the web, including news stories, are written to some kind of template and chances are you’ve never really noticed.

A template, such as headline, lead paragraph, content, conclusion gives your writing a structure and direction. That keeps you focused as you’re writing it and helps make it easy for your audience to read too.

Applying a formula is one way to help you write blog posts quickly and consistently. Once you’re up and running, and have built your confidence, then by all means play around a play around a little and try a new one.

If something works well for a post – then repeat it.

30 minutes left

I’m not working through my list in the same order that I’ve written it. The first thing I’m working on is the content, what I’m writing or typing right now.

I’m not particularly crafting each line as I go, just getting my thoughts down in some kind of order. When I have my first draft complete, I’ll go back and tidy up any spacing, capitalisation, spelling and grammar problems.

And I’ll  start formatting headers and sub headers in WordPress too, to make this easy to read.

Next up I’ll go and hunt out that image and place it in the post with a description and alt tag (because that’s good for SEO).

How to write a blog post quickly and consistently

We’re all busy. We all have lots of things to do. But the truth is that we all have the same number of hours in a day and days in a week. It’s what we choose to do with them that differs.

If writing a regular blog post for your business is important to you, then make time for it. Schedule time with yourself, just like you would for a meeting or a call with a customer.

Make an appointment

Commit to writing a blog post in a regular time slot and see how productive you can be. That means no phone calls, no sneaky peeks at social media, no email checking. Just focus on your appointment to get that blog post written.

Once you get in the flow, you may find that you can get more done more quickly. And get smart. If you do find you have a chunk of time, and you’re in the flow, why stop at one? Write two or three and get them scheduled ready to post.

If you don’t have a block of time all in one go, then break it up into chunks and do a bit at a time. Say you have ten minutes on Monday – use that to fill your inspiration file. Another ten minutes on Tuesday? Start sketching out the content for your blog post, do some more research or look for images you can use.

Okay. Content’s written. I’ve got an image. How am I doing for time?

10 minutes left

Time to review and check and see what this post looks like. I spotted a few errors and tidied up some bullet points and formatting.

I’ve also time to do a quick review of SEO, looking at keywords. I use the Yoast plugin to help me.

My one hour blog post plan

  • Pick an idea from my swipe file
  • Commit to a time to write and create the post
  • Draft rough copy in OneNote
  • Copy into WordPress (second draft) and write in complete sentences
  • Create a title
  • Insert an image – choose from my own library or search online
  • Format the post with headings, bullet points etc
  • Preview and amend
  • Check SEO
  • Publish or schedule

Okay, just a few minutes left now. Time to preview and check again and to write a quick line to introduce this on my social sharing platforms.

Now, time for the truth. Was this helpful to you? Did you find it useful? Let me know in the comments below.

For more business writing and marketing  tips like these sign up to my mailing list.

11

The network power of Forward Ladies

One of the best things about starting my own writing and training business has been building my network. It was always part of my plan to work with new and different clients, but I didn’t anticipate how quickly I would be welcomed as part of the small business network in the North East.

I’ve joined a couple of online networking groups, and attended a couple of face to face get togethers (for details see my blog post about networking as an introvert). And I’ve been impressed by the level of support and encouragement I’ve received from fellow business owners.

So, when three amazing business women in my new network mentioned Forward Ladies, the UK’s largest business support network for women in business, I took it as a sign that I should go and see what it was all about.

A new business network

Griselda Togobo and Antonia Brindle of Forward Ladies network

Griselda Togobo, Antonia Brindle, Forward Ladies network

I attended my first Newcastle Forward Ladies Power Breakfast last week. Sarah Gray of Grays Powers of Attorney even gave me a lift – how easy could it be!

My timing couldn’t have been better, as the guest speaker was the impressive owner, Griselda Togobo. She told us how she’s inspired to be in business every day by her mum, who grew up in Ghana, and didn’t go to school, but ignored all the people who told her she couldn’t, and set up her own construction business.

Griselda spoke passionately about not letting anything get in the way of being a woman in business. Making our own decisions, being the ones signing the cheques, Griselda maintains that there’s never been a better time to be a woman in business.

Amazing support

As it was my first event, I was given the opportunity to introduce myself and my writing and training business, Wordstruck. But more importantly, two of my new network friends, Jo Darby of Voice in the Room and Clare Talbot Jones of Talbot Jones Risk Solutions spoke unprompted, about how I’d helped them. I’ve only met these amazing women recently and have been inspired by their personal and professional approach, so their words really meant a lot to me.

That demonstrated better than anything the values of  Forward Ladies. It’s not a network that’s about selling, but one that focuses on supporting each other and helping businesses grow together. That’s a value that I feel is very important to me and the way I choose to do business.

New connections and opportunities

There’s often much said and written about the loneliness and isolation of running a small business or being a sole trader. But my experience so far has been quite the opposite. I’m delighted to have found amazing encouragement and positivity from my new network of independent business people.

I am excited to be part of another powerful and enthusiastic network in Forward Ladies. And I’m forward to learning from other businesses and using my skills and experience to help them too.

1

Free writing – how to start writing anything

Just write.

It’s one piece of advice I always offer about writing of any kind. If the blank page fills you with fear, find a way to defeat it.

Free writing

person writing with a pen in a notebookJust write. Take your pen or pencil and move it on the paper. Write as quickly as you can, without thinking too much about what you want to write.

Don’t worry if it’s a scribbly mess. Pay no attention to grammar or spelling or any of the usual things that demand your attention when writing. Just take your mind for a walk and let the words follow as you write.

This is free writing and it’s a great technique to help you get over the hurdle of starting to write anything.

Writing as part of a creative routine

For creative writers, it’s a technique popularised by Julia Cameron in her book The Artists’ Way. She calls this practice ‘Morning Pages’ and encourages writers to start each day with 3 sides of long hand writing.

Much of what you write may be nonsense, or fairly dull practical stuff about what you need to do that day, but given time and focus, other elements start to appear if you can just let go and write.

I don’t stick strictly to the ‘Morning Pages’ routine, but do use variations of free writing in my own writing practice, whether I’m writing for business or just for my own amusement. I always start with something handwritten as I find thoughts flow more readily from brain to pen than they do from brain to keyboard.

Finding creative gifts

Use free writing to spark creative ideasFree writing is useful for any kind of writing, not just for self discovery. It gets you started and gives a structure.

I recommend setting a timer and writing for between 10 to 20 minutes. And importantly, doing nothing else in the meantime. Just focusing on writing, but trying not to think too much about what you’re writing.

Writing in this way allows you to tap into your subconscious, which is a great source of creative ideas. Once you get your conscious mind out of the way, you may find that your subconscious throws in something completely unexpected. That’s an absolute gift for generating original and creative ideas.

I remember using free writing to start a piece of fantasy writing about a monster. After a while, letting my thoughts flow, out of nowhere came an image of a reality TV show contestant singing into a microphone. The clash of the two images gave my creative piece an unexpected twist and the final story was shortlisted for a writing award.

Free writing for business

Girl breathing Free writing also helps me reflect. I turn off the screen, eliminate any distractions and just spend time with my pen and notebook. My handwriting becomes very untidy and often I don’t write in full sentences. But as I do it, I can feel a sense of calm, like I’m taking deeper breaths, or spending some time meditating.

For business focused writing I adapt the exercise by giving myself a starting point or a topic at the top of the page. For example, this blog post began as a free writing exercise around the theme of writing workshops.

Discover your writing inspiration

I’m putting together materials and exercises for a creative writing workshop next month and free writing is very likely to be one of the exercises I will use. I may start people off with a sentence or a phrase that they continue such as: “I’d write more if…”

If you’re interested in starting to write and developing your writing creatively for business, blogging or just for your own enjoyment, check out details of my Get Writing, Keep Writing workshop.

For more business writing tips, sign up to my mailing list.

0

The benefits of collaboration for your business

“Working for yourself can feel a bit lonely at times” – that’s something I hear from lots of sole traders, entrepreneurs and self employed business owners. Writing is often perceived as an individual activity, but in writing for business, I’ve found that’s far from the truth. I often work in collaboration with other businesses and benefit from people who offer a range of different skills and experience.

So what benefits does collaboration offer to your business? And where do you find the people to work with?

Collaborate for creative inspiration

I’ve been privileged to work with some amazing designers, animators, photographers and filmmakers throughout my career. Drawing inspiration from people with different backgrounds and experiences really helps spark new and original ideas.

Glass jar etched with the words 'Creative juices'As part of an agency, I got used to working with a tight-knit team creating concepts and visions for creative campaigns. We quickly moved from ‘That’s my idea, that’s your idea…’ to ‘That’s a great idea – how do we build on that?’ We trusted each other to work towards a shared goal of creating something that was bigger and better than the sum of our individual inputs.

Although I may not sit next to a creative team every day, I still find opportunities for creative collaboration. For example, I first worked with Ashleigh when I asked her to come up with a visual brand for Wordstruck I’d seen her work on twitter and really admired her style.

What you don’t see now are all the other ideas we discussed and debated, all the roads we didn’t go down. Ashleigh shared ideas and we discussed, developed and refined them to get to the finished versions. I learned a lot from being on the client side of the relationship and absolutely love my visual brand.

It felt like a very creative and supportive relationship, so now that Ashleigh is set to launch stop. an exciting new brand agency, I was delighted that she asked me to work with her on copy to launch and promote it. I can’t wait to show you the results of that collaboration.

Collaborate to benefit from expert help

I have been making my living from writing in one form or another for more than 20 years, so I am confident that I can deliver a great service as a writer for businesses. But I don’t have so much experience of running my own business, and I know that’s something that I have to continue to learn and work on.

people rafting on a riverI’ve benefited from lots of great free advice. But I’m a firm believer that it’s worth while paying an expert to help in areas where I lack the skills, knowledge  or time to do something properly.

That’s why, I’ll be working with an accountant to help me manage my first self-assessment return. With several different sources of income since last April, I appreciate the reassurance of getting it done correctly and know that it will take them a lot less time than it will take me.

I also greatly appreciate the help and advice I’ve received about risk and insurance from Talbot Jones Risk Solutions. Talking to Richard and Clare about my business absolutely put my mind at rest about possible risks and filled me in on much that I didn’t know. At no time did I feel under any obligation to put business their way, but I was pleased to be able to do so.

And that’s where they really excelled, by providing the kind of personal patience and service that I think you only really get from independent businesses. I got a real sense that they were as invested in my business success as I am and really did their utmost to find me the right product at the right price.

Collaborate to develop skills

I love working with my writing clients, finding out about their business, discovering what makes them tick and how I can help them tell their story.

street performers doing each others make upHowever well I prepare for a meeting or a call with a potential new client, there’s always the element of the unexpected.

I have to admit that I was a bit cautious about working with one of my clients at first, as I didn’t know much about them and it took some time to understand what they were looking for.

When I mentioned I was going off to do some voiceover work that afternoon, our conversation took a different turn, and I’m now using my journalism skills to help them develop original content for a brand new website launching soon.

Finding new people to work with is helping me develop greater confidence in talking about my business and listening for the opportunities to help others.

Collaborate to amplify your voice and support each other

In today’s world of social media, it can sometimes feel like you’re a lone voice shouting into the void, and that no-one out there is listening. My answer to that is to find your tribe – people who do similar things and understand what you’re taking on.

hawaiian hula dancersI found a great tribe of slightly mad people to support my running and triathlon adventures in the online community of Fetch Everyone. My writing tribe are members of 26 Characters and graduates of the Dark Angels courses.

In business, I have found support from other local entrepreneurs through online social networks including Do Digital, the Inspire Network and North East Bloggers and PRs.

Everyone on these forums is running their own business. We support each other by sharing recommendations for services and advice. We read and comment on each others blog posts, share and celebrate each others success and hang out in a space where it’s okay to ask questions.

Do you collaborate with other businesses? What are your challenges and successes? I’d love to hear about them.

0

How to find your business blogging confidence

There’s been a lot of chat about business blogging in my online networks this week, with several people expressing a lack of confidence about doing it.

I’m a writer. I blog and I have done for years. I’m not saying I always do it as well or as consistently as I could do, but I’m not afraid of writing blog posts for my own and other businesses. By addressing some of your worries and sharing what works for me, I’d like to help give you more confidence to blog for your business.

Why blog for your business?

There’s lots of advice about this, so I’ll give you the short version. Blogging is a relatively easy way to generate new content for your website. Search engines like new content, so your site appears higher in their rankings than static sites, and more customers find you.

Blogging is also a great way to establish your knowledge and expertise, to give your customers a chance to get to know more about you and your business and to build up a relationship with them.

I don’t like writing and I’m no good at it

photographerWho says you have to write a blog? Why not use video or photographs?

You don’t need fancy equipment and editing software for video or vlogs – a smartphone or the video mode on a digital camera will do. Film them selfie style, or fix your camera onto something. I’ve balanced mine on a pile of books before now.

Pictures also make great blog posts. A series of photos of an event, product or experience are an excellent way to show what your business does. You can add captions or let them tell their own story.

I am not great at using pictures in my blogs. I prefer to use my own to avoid rights issues. But I have found pixabay and Unsplash useful for sourcing rights free images and have created some of my own using Adobe Spark and Canva.

Or, best of all, hire a professional photographer to get some great pictures of you and your business that you can use time and time again. That’s on my to-do list in the next six months.

As for being confident or ‘good’ at writing blogs, all I can say is that if you don’t try, it won’t get any easier. Let your audience or customers decide how good you are. And if you need some help, then ask your friendly local writer for help with subjects, structure or writing style.

I don’t have any ideas for blog posts

This is quite difficult for me to understand, because I have ideas all the time. I watch the news, sign up for alerts to subjects I’m interested in, go for a walk, talk to people, look through photos on my phone. I read, I dream, I cook, I run – I mash things up from one area of my life and another. I have more ideas than I will ever get to write about.

Working in creative industries means I’ve always had to think of ideas. As a BBC Radio journalist I had to source at least two news stories a day, which meant generating a lot more than two ideas and working on them until I ‘found’ a story.

Wordstruck notebooksAs a creative copywriter, I had to generate lots of ideas for marketing campaigns. Here, working with other creative people really helped me to bounce ideas around, and spark new ones from others’ input. The trick was not to dismiss any idea straight away, to keep on generating them and only then start to apply filters about what would work well.

I take the same approach to blogging now. If I’m asked to write about a particular theme or subject, I’ll do a bit of research and then jot down as many ideas as I can.  I’ll leave them for a while before coming back to them to decide which ones to present to a client.

I write ideas down in OneNote, and in my notebooks. Nowadays, I normally have a phone or notebook with me, but I have scribbled things on the back of bus tickets in my time. Most of my ideas are a sentence, phrase or question that acts as a prompt, but sometimes they can be a quote or an observation.

I don’t think my ideas are any good

If you want to be strategic and smart about blogging for your business, then think about your audience or your customers and what they would be interested in. Here are a few themes to get you started:

  • What advice can you pass on?
  • Share  your view of what goes on ‘behind the scenes’ – what goes into your product or service?
  • Review an activity, event, place, product or service
  • What do you wish you’d known when you started in business?
  • Think about questions that your customers always ask you – can you answer some of these in a blog post?
  • How can you help your customers do business with you or a closely related business? For example this guest post for Whiteacres Design offers great tips for choosing a commercial photographer

If those aren’t enough then here are 50 ideas for your business blog.

And if you’re still struggling, then drop me a note in the comments below or contact me through the Wordstruck facebook page.

I don’t have time to blog

As a business writer, one of the services I offer is to write blogs for your business. So, it may seem a bit odd that I’m writing this blog post, as I could be doing myself out of business. But I recognise that not everyone has the budget or inclination to hire a writer. And I love writing so much that I want to share that with you.

Here are some of the things that helped me:

Set a time and place for blogging

Wordstruck writing deskMy brilliant writing mentor John Simmons has written a weekly blog post for years. He sets aside a specific day and time to write.

I wrote a weekly blog on a writing theme for over a year, following the same discipline and setting aside an hour a week to do it.

I didn’t always complete my blog post in that hour, but I made a start. Sometimes I could extend that time, sometimes I had to find it somewhere else. But I made it a goal to get it written and published.

Make yourself accountable

I set myself a weekly blogging goal because I wanted to generate content, and because I wanted to test my ability to come up with new ideas on a consistent basis. This was actually the start of convincing myself that I had the right attitude to set up in business for myself.

If it helps, tell someone what your business blogging goal is, or at least write it down e.g. I will post a blog about my business once a week for 6 weeks. I announced mine on my twitter profile.

Take on a bet, or promise yourself a reward for sticking to your blogging goals. Buddy up with your social or business network and challenge and support each other.

Just do it

Blogging is a great way to develop your confidence in writing and talking about your business. Remember, you’re in charge of what you publish and when. And, you can go back and edit things (even delete them) if you want to.

So, try not to get too hung up on writing the perfect blog post . Just write it and publish it. After you’ve taken a deep breath and calmed down, go back and look at the responses, comments, views and analytics and use them to help you decide what to post next.

Special business blogging offer

Writing this blog post has made me realise there’s a lot more I could say about business blogging. So I’d like to hear from you. What challenges and concerns do you have about blogging for your business? What more would you like to know?

Please add your comments below or get in touch with me via the Wordstruck facebook page. I promise to respond to every comment.

4

Why use a copywriter for your business?

Most of us can write. Most of us can explain our business, what we do, what we offer, what’s brilliant about it. So why would you hire a copywriter, like me, to write for your business?

Knowledge and experience

Do you need a business website, an advert, a blog post, a flyer, a report, a bid document, a video, a case-study, a speech, or some social media posts?

microphoneA copywriter knows what style of writing works best for different media.

For example, my first job was working with BBC Radio, so I understand the difference between writing things that will be spoken, and things that will be read.

I  can adapt my writing style for print from a detailed business report to a snappy postcard or flyer. I can write SEO friendly content that helps customers find your website, product or service in the vast world of the internet.

A fresh perspective

You’re the expert in your business. But sometimes it’s possible to get a little too close to be able to see things clearly.

spanner, hammer, nail and screwDo you talk the language of your customers? Are you trying to sell a drop-forged, chrome-coated,open-ended spanner, when your customer is looking for a tool to loosen off a nut?

A copywriter will ask questions, find out about you and your business and get to know your customers too.

As a writer, I can explain things clearly, and write about your business in a way that your customers understand and engage with.

Stand out from the crowd

How many other businesses do something similar to yours? How do you attract attention, and make yours the company that customers choose?

A copywriter can help generate creative ideas, and approaches as well as choosing specific words and phrases that can set you apart from the rest.

Quality focus

glasses and notebookHow often do you find yourself in the middle of something, when your phone rings, or someone asks you a question, or an email pops up to distract you?

If you ask me to write something for you, I promise you my full attention. I’ll be 100% focused on writing quality words for your business, with no spelling or grammar howlers.

I’m used to working to deadlines, and getting to know a subject quickly, so whether you need some attention grabbing words in the next month, week or even day, then there’s a good chance I can help you.

Get it done

Hiring a freelance copywriter means you can have writing when you need it, not just when you can get round to it.

Sometimes you know what you want to say, but scribbling it down or typing it out just isn’t your priority. So that blog post, brochure, or website update never sees the light of day and never drives any customers your way.

A quick conversation with a copywriter will set that right. A professional will be able to write it more quickly than you can.

Lee and Beth at The Christmas Farm are really busy growing organic fruit and vegetables and looking after the animals that provide the meat and produce for their organic box scheme. They love sharing recipes and ideas for eating seasonal and local food with their customers, but don’t always have time. I help them out by writing newsletters and adding blog posts and recipes to their website.

Trust an expert

Working with a copywriter is just like working with any other professional who can help your business. It’s a bit like working with an accountant. While you could do the sums and spreadheets yourself, isn’t it reassuring to know there’s someone who understands all the ins and outs of tax and finances; someone who can save you a lot of hassle and money?

A copywriter, like me, can do that. I understand the rules and tricks of writing. I can advise you on the best approach. And I can write for your business, leaving you to focus on the nuts and bolts, or hammers and spanners.

2

Who is the star of your business?

Tyneside Cinema programme featuring La La Land

I went to see La La Land at the Tyneside cinema this week. And I loved it. It’s been a long time since I’ve seen a film that I felt so totally immersed in.

For just over two hours, although physically present in a comfortable cinema seat, my heart and mind were miles away, dancing in the hills above Los Angeles, watching a love story with all its stops and starts, triumphs and mis-steps unfold.  It made me beam and sigh and smile and yes, I cried a bit.

Who is the star of your movie?

Think of your business as a movie. Who is the star? You, or what you do? What makes it different from all the other movies out there? Does it have a better story? A bigger name? More awards? More dinosaurs?

Or is it more like a quirky little art-house film that not every one will have heard about, but those who love it, love it fiercely.

Why marketing is like the movie business

Walt Disney Star on the Hollywood Walk of FameLike a movie, you have to get people to notice your business, to excite interest in what you do.

Do you invest in marketing, logos, posters, billboards, social media campaigns to create a buzz?

Do you connect with influencers, experts, bloggers to spread the word about what you do?

While big stars, like Emma Stone or Ryan Gosling may be well out of your budget, getting endorsements, recommendations and referrals from your customers can be a great way to bring in more.

Reviews and recommendations

What was the first thing I did, as I emerged from two hours in the Hollywood sunshine into the contrast of a chilly winter’s day in Newcastle? I told my friends via social media how much I loved the film.

Now I’m sure La La Land is doing very nicely at the Box Office without my little endorsement. It’s certainly gathering up awards at a grand pace.

But my  post got a reaction. A bigger one than I expected actually.

Some of my friends were excited to see the film. Others had already been and were less impressed. My off-the-cuff comment started a conversation, and I know at least one person said they were going to see it because of my reaction to it.

Word of mouth. Recommendation. Being different. All things that can help your business dance its way to the walk of fame.

If you have a great business with a story to tell, and need someone to write or polish the script, then please get in touch.

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Wordstruck 2017 – goals and plans

I believe you can set goals and make plans at any time, and shouldn’t wait until a specific date to set them down. But the start of the year is often a time when people and businesses take stock, and look ahead.

I’ve been doing that myself over the Christmas break, and I thought I’d share some of my goals and plans for my writing and training business with you. Writing down plans and sharing them with other people is one technique for making them stick.

1. Help more businesses tell their story

We all have a story to tell whether we whisper or yellAt Wordstruck, my purpose is to help businesses tell their story through words that attract attention and engage customers.

To help more businesses do that, I need to connect with more of them. At the moment, I’m focusing on raising awareness of who I am and what I do – building the Wordstruck brand.

That means being active as a business on social media platforms including twitter and facebook, joining networking groups, taking part in #northeasthour and attending events like the Mussel Club.

I’m also making use of my personal and professional connections through LinkedIn, contacting people who I’ve worked with in the past and letting them know about my new venture as a freelance writer.

This isn’t about chasing likes and followers, but encouraging real life engagement and conversations. By making connections, I aim to find people and businesses that I can work with, learn from and help in 2017.

2. Expand my writing training and workshops

Writing training workshop table

I love creating and delivering writing workshops. They take a lot of time, and always challenge me, but I learn so much from doing them and get great feedback from people that attend them.

When I was thinking about what to do with my business, I knew that I really wanted to continue doing training and workshops because I know people really get a lot out of them; because I’ve benefited from some amazing writing training and want to give something back.

In my career as a corporate copywriter, I had a captive audience and easy way to publicise sessions that I ran on a monthly basis. As a freelancer, I have a lot more to think about from venues to participants, content and costs. But I find that exciting.

So, rather than retreating behind my keyboard and writing all the time (which I also love doing), I intend to maintain the thrill and the skill of writing training this year.

3. Be a better writer

This is always a given. I have been writing for business for more than 10 years, but there is always something new to learn, or to be inspired by.

This year I aim to be a better writer by making writing my business. That means finding new clients to work with, getting my services and pricing right and seeking feedback that helps me develop what I offer to businesses.

Like many people in marketing, I understand a lot of the theory, but putting it into practice is where I really test my skills. Running my own business is the best way I know to connect with other people who do the same and I’ll be reflecting my personal experience on my blog, and on my business facebook page.

4 Maintain a healthy outlook

Photo of a path through some sand dunesOver the past few years I’ve kept pretty active, enjoying running, cycling, swimming and taking part in triathlons. So I have a good habit for physical health, although there are areas I could improve.

Maintaining a healthy outlook means continuing to make time for those activities as part of my day – making sure that I get up and move around and get out in the fresh air. Walking to my local shops and talking to local business people.

It also means looking after my mental wellbeing too. Accepting that it will take some time to find work and clients; that it’s okay to take a break sometimes. Learning from, but not getting too hung up on analytics about followers and impressions or engagement.

5 Keep my creative jar stocked up

I can find inspiration in almost anything. I once wrote a poem about the cardboard inner of a toilet roll.

Glass jar etched with the words 'Creative juices'I am naturally curious, interested and engaged with the world. I watch and listen to the news, music, read books, see films and theatre, visit art exhibitions, take part in singing workshops!

I generally carry a notebook with me, and use my phone to snap photos or take notes when I don’t.

It is hugely enjoyable to pick up a book I wouldn’t otherwise read; go and see a challenging film at an independent cinema (Oh Tyneside Cinema – how do I love thee!) or take myself off for the day to the Edinburgh Festival.

I’m not going to feel guilty about any of those pursuits. They are part of nurturing my creativity. And we all deserve a little artist’s treat sometime.

I’ll also be encouraging others to make use of their creative muscles, through my work with 26 Characters. Together with my creative collaborator, Sandy Wilkie, we have pitched an idea for a new writing project, which we hope will get the go-ahead very soon. Following on from the success of previous projects including 26 Steps and 26 Under A Northern Sky, I look forward to writing, reading and championing more creative output in 2017.

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Who are you and what do you care about?

Man driving an ox cart in Cambodia
I’ve recently returned from an amazing trip to Cambodia with Lendwithcare – a charity that supports people working their way out of poverty.

I learned many things from the experience of travelling through the country and meeting the local people – things that I’ll write about here in future. But one of the most striking has got me thinking about how we talk about who we are and what we do.

So I was very proud to be invited to write a guest post for The Table on the subject of purpose in business and in writing. I enjoy reading Rob Self Pierson’s blog and feel that it reflects many of my own values about writing for business and pleasure.

Take a look: http://welcometothetable.co.uk/who-are-you-and-what-do-you-…

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