Location, location, location. Anyone in retail or real estate knows that mantra.  Well, it’s important in writing too. Finding the right place to write can make the difference between a not-so-great piece and one that does you proud.
 
Most of us have to write for our jobs, so figuring out your most conducive writing location makes sense. Your physical location affects your mental state. It establishes the atmosphere in which your work is done -- an atmosphere that either helps your writing process or hinders you.
 
The right place may be quite different for you and someone else. Some people need quiet when they write. Some need music. Some need isolation while others write best surrounded by people. Think about what works for you and identify locations before a writing project is staring you in the face. You’ll save time and wind up with a better end product.
 
Be prepared for writing
 
Of course, before you start any writing project you’ll do your prep work:

• Confirm the basics like deadlines, objectives, messages and other expectations
• Learn about your audience
• Pull together resource materials and maybe create an outline
• Put writing time on your calendar

 
How do you like to write?  

• By hand? Typewriter?  If you like these old-school methods, be sure you have the paper, ribbons, pens/pencils, and correction fluid you need.
• Computer? You’ll want access to digital resources and the Internet.  At some point you could need a printer.

 
If you’re a computer writer with only a desktop system, you’re likely tied to your work space for writing.  Take measures to set the right atmosphere:

• Close the door if you have one, or hang a “Do not disturb” sign
• Silence your phones
• Play music if this helps (Earphones keep music from bothering co-workers.)
• Clear off your desk, close the blinds, do whatever you need to make your setting conducive
• Have beverages and snacks handy

 
Find your write place
 
With a laptop (or pen and paper) you’re free to move around. Great! A change of environment can stimulate thinking.
 
Here are possibilities that could work:

• Conference rooms – Chances are a conference room will be quieter and less interruption-prone than your office or cubicle.  Can you reserve one?
• Reception area – Can you work there and not get in trouble?
• Break room, lunch room, cafeteria – These are noisy and busy at peak times but might offer a good change of scene in off hours.
• Building common spaces – Some buildings have seating in random areas and even conference rooms you can use.
• Parks – Some people write better in the great outdoors.  If you’re one of them, look for places close to your office or home.
• Coffee shops – These can be noisy but maybe that works for you.  If so, look for ones that are convenient but not likely to be frequented by people you know.  (Better to avoid even friendly interruptions.)
• Libraries – These are definitely quiet and are good spots for those who work best with no noise. Check out convenient ones and note the seating options. Many have couches and armchairs as well as chairs and work tables.
• Home – This works well for some but can be full of distractions. Where at home will you work?  Is there a desk or table to use or are you better working on your couch or favorite chair? Will you be free of pets, kids and other distractions?

 
Once you start looking around you may think of other possibilities – a vacant office, a patio, a lounge. Every business has its own places to consider. When you’re scoping out locations look for electrical outlets.  If there’s no power available, you’ll be limited by your battery life if you're on a laptop.
 
For times when the writing is beyond you, call in a pro, a freelance writer like me. You can reach me at claire.e.cunningham@gmail.com

Your first impression is crucial, whether you're headed to a job interview or going on a first date.  Everything needs to be perfect -- hair, clothes, smile, handshake, even shoes.

The same is true for marketing communications. Pieces need to look good. And they need to have a stand-out introduction.

Why do strong intro lines matter?

We’re a visual society.  That's true. Videos are big on Facebook and Twitter.  YouTube, Instagram and Pinterest are huge.  

But words are still critical, even in this digital, visual age.  An attention-grabbing subject line on your email gets folks to open it.  Your blog gets more readers from a headline that draws them in.  Search engines don’t look at pictures. They look for words.

The headline’s the hook that draws the viewer in.  In the words of the great David Ogilvy (a real-life “Mad Man”)

“On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.” 

Pictures are great for catching the eye, but it's words that make your point clear.

Guidelines for writing headlines

1.       Know your prospect   People are more likely to buy from folks they’re comfortable with, so the more you’re in touch with your prospects’ world, the better. The prospect’s needs should drive what you offer. Her environment needs to inform your cultural references.  His language should be your language.  Headlines need to grab attention. An understanding of the prospect makes it easier do that.

2.       Consider several ideas   There’s a myth that great marketing campaigns are born fully formed through some kind of creative magic. The truth is that great ideas come from lots of thought, study, and brainstorming. Many ideas are generated and may be researched before THE ONE is chosen.

If you’re tasked with headline-writing, jot down everything that comes to mind. Then sift ideas through the filters of prospect knowledge and your piece’s objectives.

3.       Take your time   Creativity takes time. Whenever possible jot down multiple headline ideas and then put them away for a while. Hours or days later you can hone them and maybe come up with something better.

4.       Show your personality   People like to know who they’re dealing with, so don’t be afraid of showing some personality.  If you can do it in a way that rings true, consider using humor. Humor, done right, can grab attention and demonstrate that you really know the audience.  

5.       Keep the tone appropriate to what you’re writing   Appropriateness of tone depends on the type of piece you’re writing. The subject line of a sales email can be promotional and fun, whereas a white paper’s headline should be straight-forward and factual.

Need help coming up with great intro lines?  Contact me at claire.e.cunningham@gmail.com

Has this happened to you? You’re reading an article, some online content, a book or a piece of marketing writing, and there it is.  A word that doesn’t belong.  Something misspelled.  An error in grammar. A word misused.  

Sometimes you can just ignore it. But other times it gets in your way. Stops you in your tracks. Where’s the proofreader!?!


What’s the harm?

What’s the harm in a few errors? Plenty!

First, errors can annoy readers. Mistakes may stop readers in their tracks.  No writer wants that. 

Second, errors reflect badly on the author. If you’re setting yourself up as the go-to expert on a subject, you want to avoid looking stupid.  If you’re a company selling a technical product, errors can make you look careless and sloppy. Not a good look in either case.


​Proofreading tips

The best thing you can do to avoid errors (and looking stupid) is to hire an editor/proofreader. He/she can be  on staff or freelance. If that’s not an option, here’s what I suggest:

1.       Have someone else read what you write.  99.99% of people are bad at proofing what they’ve written. Another set of eyes will see things the author can’t see. Best case is to find someone who knows grammar, spelling and punctuation.

2.       Set it aside and read it later.  If you can’t find a proofreading buddy, use time to your advantage.  Write your piece and then let a day (or at least half a day) go by before you read it again. This helps you see your words with fresh eyes so you can catch mistakes.

3.       Use spell-check, but don’t rely on it alone.  A computer can help you get spelling right, but it doesn’t know you mean “chance” when you type “change.”

4.       Work from hard copy (a printout) rather than reading the file on a screen. This makes helps me by making it easier to mark mistakes for correction. It might work for you too.

5.       Read it out loud. You'll hear problems you may not see when reading to yourself. 

6.       Focus on one line at a time. Don’t skip ahead and miss errors.

7.       Know yourself! What mistakes do you usually make? Use your computer’s search function to find those errors in your text. (For example, search “you” if use of your and you’re is an issue.)

8.       Use a tool like Grammarly to check your writing. This will help you clean things up by pointing out hard-to-read sentences, passive voice, duplicate words and other writing sins.

Avoid looking stupid by avoiding errors. Take the time to proofread.

For help with your next writing project, contact me at claire.e.cunningham@gmail.com

Imagine you’re writing. Everything is going swimmingly but then you’re pulled up short because you can’t find the right word. Maybe it’s that “right on the tip of my tongue” feeling. Or a sense that something’s wrong. You know choosing the right word or phrase is important because:

• Your choice of words lets you connect with your audience. You need to use words, phrases and references your readers recognize.
• Variety keeps readers and listeners interested.  If you find you’ve used a word over and over, synonyms can mix it up a bit and stave off boredom.
• Appropriate use of vocabulary shows your intelligence. Using a variety of words in the right way can make you look smart.  Although, remember to keep your audience in mind so you don't come off as a “smarty-pants.” 

 
But how do you go about finding the right word? It can take time, and you have a deadline to meet.  The first place to go is your word processing program's thesaurus or dictionary function. 

Most of us write on computers, and the Thesaurus function available on Word and other programs can be good places to go.  (In some programs, like GoogleDocs, the Dictionary function's what you need. Just look at the list of synonyms.) If the responses aren't quite what you want, try another resource.

Here are some are free online resources. All are easy to use -- you start on a home page that has a search box where you enter your word. I prefer simple home pages since you’re not likely to get sucked in by something unrelated to your task.
 
Each site was tested using the word “belligerent” since it can be either a noun or an adjective. Results that are divided by word type make it easier to find what you need. 

1. www.Thesaurus.com

• Wide-ranging results. Slang expressions and phrases included.
• Home page offers a lot of stuff; very busy
• Results combine adjectives and nouns.  Can be confusing.

    2.  www.collinsdictionary.com/english-thesaurus

• Can choose American or English.
• Results are divided by adjective and noun
• Gives foreign language translations
• Simple home page

    3.  thesaurus.yourdictionary.com/

• Results are divided by adjective and noun
• Good example sentences
• Straightforward home page

    4.  www.synonyms.net/

• Extensive results
• Results are divided by adjective and noun
• Lots of ads (the price we pay for free access)
• Simple home page

  ​ 5.  www.synonym.com

• Limited results
• Results are divided by adjective and noun
• Simple home page

Hope these tools help you find the right word. Are there other tools you like to use? Let me know.

Please contact me if you need help on a writing project: claire.e.cunningham@gmail.com

Imagine this scene. Your boss comes to you and says “We need a white paper on XYZ, and you’re just the person to do it.”  While you're expressing how much you appreciate the trust this assignment signifies and how excited you are about it, a voice in your head is wailing “NOOOOOOOO!”
 
Not to worry, though. Writing may not be one of your superpowers, but you can still write a white paper that does your company proud (and helps your career, too).  Start with an outline.  It’s a good way to organize your thoughts so writing is much easier.
 
Forget the fussy rules you may have learned in school. This outline is a tool for your use only, a way to create an orderly progression of ideas.
Preparation 
 
Before you begin developing your outline:

• Clarify the message. What does your company want to communicate?

 

• Remember WHAT you’re writing.  For example, white papers express a point of view but they need to back it up with evidence while sales letters should be heavy on persuasion.

 

• Consider your audience.  Who's going to read this? Are they engineers? Accountants? Sales people? What opinions do they have about your topic? Your products? Your company? 

 

• Create a project timeline. Start with your deadline and work backwards from there to set interim due dates for stages of the project.

 

• Gather and organize your resources.  If they’re online, copy them into one folder. Create sub-folders for separate topics. Hard copy resources can be organized into physical folders. I

 

• Establish writing space and time.  If you need more peace and quiet than you can get in your office or cubicle, find a spot where you can focus,even if it’s off-site.

 
Developing an outline
 
Most white papers follow a basic structure:

• INTRODUCTION (A statement of your position and review of your supporting points.)
• SUPPORTING POINTS (Three is the minimum.   I recommend setting five as your maximum.  Your readers’ time and attention are limited.)
• CONCLUSION (A restatement of your message and how the supporting points support it. Mention your company's product solution here.)

 
You can use this as the structure of your outline.  The Supporting Points section is crucial and where you should spend the most time. Your points must back up your main message in a way that’s going to make sense to your audience.

​Types of outlines
 
You can choose the type of outline you want to use. There’s the Big Picture outline that lists topics in broad, general terms, or the Detailed outline that, well, goes into more detail.

Outline style is up to you as well.  The traditional style is:

• Roman numerals (I, II, III), then
• Capital letters (A, B,C), then
• Arabic numerals (1, 2, 3), then
• Lower case letters (a, b, c)

 
Microsoft Word has its own ideas about structure. If you like their format, use it. In fact, use whatever works for you. No fussy rules, remember? Outlining is just a tool.


Writing from your outline
 
Once you have your finished outline in hand, you’re ready to write a draft.  Since you have your resources ready and organized and you’ve carved out time and a space for writing, you’ve cleared some major hurdles.
 
In writing you may find yourself veering away from your outline.  If this happens, take a minute to think. Does the detour add to your arguments for the message you’re promoting?  If so, add it to your outline and proceed with writing. Your outline is a tool that can be modified along the way. However, if the detour from your original outline doesn't strengthen your argument, delete it. Maybe it’s a point to be made in a different white paper.
 
Next time you’re called on to write for work, use an outline to organize your thoughts.  It can help the writing process go more smoothly.  
 
If you find yourself really stuck, call in a professional, a freelance writer like me.  I can be reached at Claire.e.cunningham@gmail.com.

Photo by: Morten Oddvik

There you sit. A deadline looming and a blank screen staring at you.  You've GOT to get this writing project done! But how to get started?

Most of us have faced this dilemma -- both professional writers and professionals who have to write. Whether you call all it writer’s block, analysis paralysis, or being frozen in your tracks, your fingers can't move and the clock is ticking.

Here are a few ideas for getting yourself unstuck.


1.     Do something else 

This seems counter-intuitive, doesn’t it? You’ve got a deadline. You’ve GOT to get that report, presentation or email written. However, it may be pressure that’s blocking you. Release it. Take a moment to stretch, get a cup of coffee, walk around the office. The brief distraction may be enough to let you come back to your project with fresh ideas and renewed enthusiasm.

2.     Start with the conclusion

Sometimes the way to begin is to start at the end. Sounds like Yoda? But just think about it for a minute. You already know the conclusion you want to reach. Try starting there and working back through your supporting arguments?

3.     Develop an outline first

You can go from beginning to end or end to beginning.  The beauty is that you just need to jot down ideas, rather than full sentences and paragraphs. You can reorganize as needed. An outline can make writing easier because it gives you a framework to write from.

4.     Just start writing

Here’s the “Just Do It” method of writing. You’ve done your research. You have your resources gathered.  You have a general idea of what needs to be said.  So plunge in.  Start writing.  It may wind up being the middle.  It may be the end.  It may just be “blah, blah, blah.” But the act of starting somewhere can serve to get you unstuck. You may need to do some reorganizing and editing later.

5.     Talk it out

Thinking out loud to a colleague may work to get your ideas flowing. Or try talking to a voice recorder. Some folks leave themselves voicemail messages.


I hope at least one of these ideas works for you. But if you’re stuck and running out of time on a writing project, why not call in a pro? A professional freelance writer may be just what you need to move a project from “To Do” to “Done.” Contact me for help on your next project at claire.e.cuningham@gmail.com

(Photo by Drew Coffman)

I’ve been a freelance marketing writer for over 10 years. In that time, I’ve had great relationships with most clients and rough ones with a few. I’ve seen what works and what doesn’t, at least from my side.

If you’ve gone to the trouble of finding a good freelance partner, you want your investment to pay dividends in top quality work. You want good results for a fair price in a reasonable amount of time. Here are three simple guidelines for getting the most out of freelancer talent:




1.      Describe the project and your expectations clearly.

Before the project starts, give it some thought. If it's writing, are you looking for original copy or copyediting? Do you have background information? Are there experts to talk to? What’s the deadline?

An experienced freelancer will ask a lot of questions up front to avoid problems and unpleasant surprises. Your freelancer may also check in with you during a project to get clarification and ask questions that come up later. The time you spend giving thoughtful answers will be well worth it.

2.      Respect the expertise you've hired.

In a perfect world everyone would treat everyone else with respect – direct reports, peers, upper management, and customers. Everyone would show appreciation for other people’s time and contributions. Everyone would set reasonable deadlines. Sadly, not everyone lives up to this ideal.

When you hire a freelancer, you are investing in that person's special skills and expertise. You'll get more out of your investment if you respect their contribution.

3.      Pay on time per the agreed-upon schedule.

You pay employees on time, right? So please adhere to whatever payment arrangement you’ve worked out with your freelancer.

Whether it's weekly or monthly, in ten days or 45 days, most freelancers can deal with most payment schedules – as long as it's part of an agreed-to plan. Non-payment or late payment is not OK. Nobody enjoys making collection calls. Your freelancer is a small business owner who needs payment just like any other supplier.
 
That’s it. Three simple rules for working with freelance talent. Let me know if you have anything to add. And contact me on your next writing project at claire.e.cunningham@gmail.com

​Does this sound familiar? You're busy, but all your projects are moving along. You’re feeling good. And then your boss (or maybe a client) hands you yet another task, one with a really tight deadline. How will you get it done? You and your staff are maxed out. All your deadlines are carved in stone, unmovable. There’s no time to hire someone, not to mention there's no money and no long-term need.

A freelancer may be just what you need. You get extra capacity when you need it but no added long-term expense.

Benefits of Freelance Talent

Why call on a freelance writer rather than add to your staff? Here are some advantages:

• Keep your overhead low. With freelance talent you hire for the project only. You don't have to pay a salary and benefits like you would with a permanent staff member.
• Budget costs accurately. If you describe the project clearly, most freelancers can give you a time and cost estimate up front. That should help with budgeting and cash flow planning.
• Increase staffing flexibility. Using freelancers means you can staff up for an emergency project and reduce your workforce when the workload goes down.
• Match the person to the task. If one project calls for social media marketing skills, you can hire that. If another project needs expertise in widgets, you can hire a widget expert.
• Hire experience. Maybe your regular staff is eager and talented but unseasoned. Or maybe they know ABC but not XYZ, and your new project needs both. You can hire a freelancer with expertise that balances your team.
• Get a different perspective.  A fresh set of eyes brings a new view. A freelancer can be fresh eyes.

Finding freelancers

The next step is to find the right person or persons. This may take some trial and error so a long-term strategy is in order. It doesn’t hurt to have several options available at any given time since you don’t usually have warning about emergencies.

1.  Build a relationship with a contract employment firm (or two). 

Most managers know about contract employment firms. There are specialized ones for creative talent.

If you've used these agencies before, you may have had mixed experience with them. Sometimes they’ve sent you a gem. Other times a dud. Often the difference between good and bad results is the agency’s understanding of your needs. 

Between emergencies, talk to and experiment with several firms and consultants. Find one that you feel understands your needs thoroughly. They can be a resource for you when you need help fast.

2.  Try freelance websites.

Sites like Upwork, Freelancer, and others connect freelancers to clients. Some sites have freelance pool ranging from computer programmers to graphic designers, from novices to guru-level. Others specialize in one type of freelancer (writers, for instance).

If you're okay with working virtually, you can find real gems here at reasonable rates. The better you describe your project, the more on-target your results will be.

If you think this might be the route for you, try a test run on a not-so-critical project so you know the ropes when the big emergency hits.

3.  Identify your own pool of freelancers. 

There’s an entire community of freelancers who work directly with companies – no middleman or agency involved. Especially creatives like writers and designers.

During non-emergency times, gather suggestions for freelance/contract folks. Get recommendations from current and former employees, friends, coworkers, colleagues in similar companies, professional associations. You're more likely to get on-point recommendations if you provide a clear idea of what you need when it comes to expertise, skills, budget and style.

Interview each one to review their experience and work samples. You can even give the best of the bunch a smal, paid project to complete so you can learn what it's like working together. Set up a file of those who pass the test with their contact information, general availability, hourly rate, work style and so on, so you’re prepared for the next unexpected project.
 
Freelance talent can save the day, handling last-minute assignments with skill and. Be prepared for the inevitable by identifying resources before the need arises.

When you need freelance marketing writing, contact me at claire.e.cunningham@gmail.com

Most professionals have to write – reports, proposals, presentations, blog posts, or whatever. Some look forward to producing written pieces, but others view writing assignments with trepidation.

I make my living as a marketing writer so I like writing. But that doesn’t mean it comes easily. It’s work. I definitely understand the trepidation. 

Here are my suggestions approaching a writing project:

1.       Have your message and objective in mind.  

Before you start, consider these questions: What points do you want to get across? What do you want to achieve? Are you out to persuade, inform, educate or something else? The work of writing will be easier if you have your goal and key messages in mind.

2.       Know your audience. 

Take time to think about who your readers or listeners are. Are they C-suite executives, middle-managers, sales people, engineers?  What do they know? What do they believe about your topic? Is there a tone or style that will do a better job of getting your point across? The more you can internalize your audience's mindset, the more on-target your writing will be.

3.       Gather resources (and thoughts) before you start. 

Preparation is important to good writing, plus it can save time. If there are books, reports, charts or pictures you’ll need, gather them before you start writing.Then you won’t have to spend time finding them later. Also, this makes you think a bit before you start writing.

I often think about projects at odd moments when my brain is relatively free – in the car, taking a shower, or on a walk.  In fact, I often get my best ideas when I’m not focused on the project.

4.       Set aside time to write.

Thinking and preparation are important, but writing is the ultimate task. I recommend you carve out some uninterrupted quiet time for yourself when a big writing task looms. If you can’t get this in your office, see if you can work off-site to get it done.

5.       If it’s not working, set it aside and come back later.

There will be times when you get stuck. When it happens to me, I’ve found that doing something else for a while works wonders. The something else may be getting a cup of coffee, taking a walk, stretching, or working on another project. When I get back to my original piece, I can address it with new energy.

6.       Don’t expect perfection.  

The first go at a written piece is often unpolished. The second attempt may not seem much better. Maybe you’re being too hard on yourself. Think about your objective. Does what you’ve written meet it? Does your writing convey the key messages you defined? Does it speak to your audience? If your answers are yes, it could be that what you’ve written is good enough. Let go!  Yes or no, maybe it’s time for tip #7 – have another set of eyes look at it.

7.      Get feedback.

The ideal critic for your writing would be someone in your targeted audience (or who at least understands your audience) and who will be honest. Take in their comments (positive and negative) without argument.  Use feedback to improve your piece.

8.   Call in a pro, if you need to.

If you just don’t have time to get the writing done, hire a professional. S/he’ll ask for the input in numbers 1, 2 and 3, so be prepared.

Hope these tips make your next writing assignment go more smoothly. If you need professional writing help, please contact me at claire.e.cunningham@gmail.com