Writing for an Invisible Audience | Susan Rich of RichWriting

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)

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