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Greg Smith, The Agile Writing Expert

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We wanted to get to know Greg Smith (NAIWE’s Agile Writing Expert) better, so last month we sat down with him. Here is what he shared with us.

 

Do you offer any marketing ploys unique to a story line with a villain?

Creating a unique villain, one that is compelling, will make your novel more interesting–perhaps even more-so than creating an interesting hero. You see, your hero can only be as strong as your villain. If you have a weak villain, he is easy to defeat–and so your hero doesn’t have much to fight against. But create a strong villain–one that is even stronger than your hero–then the villain’s defeat is even more powerful.

 

Can you suggest some advertising websites that cater to a villain in the story line?

One great website–not just for villains–but for anything having to do with stories is TV Tropes. You’ll find a vast encyclopedia dedicated to all the tropes, symbols, devices, and stereotypes used in fiction. Also, check out BookBub to create an instant media presence for your book. It’s advertised as a site for readers, but they will advertise your book to thousands of readers on their list as well.

 

Belonging to an association is key for all freelancers. What associations do you recommend and why?

Of course, NAIWE is a great start. The Independent Book Publishers Association is a super organization for self-published authors. And if you haven’t already, check out Publisher’s Weekly. Get on their mailing list to keep abreast of everything going on in the publishing industry. I was one of the first in my circle to know of a Barnes & Nobles sale and alerted all my followers to the demise of the Romance Writers of America, thanks to Publisher’s Weekly.

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You’ve probably heard of Joseph Campbell’s “Hero’s Journey.” This is the time-worn pattern of stories that dates to antiquity. But as every story must have a hero (or protagonist), there must also be a villain (or antagonist). In this hour-long webinar, Greg Smith will review the Hero’s Journey, then lay out the Villain’s Journey—its similarities and differences. Greg will describe why you need an oppositional character (who is not always villainous) and how a villain becomes a villain. Greg will also describe the pitfalls of creating the “pure evil” villain and how to avoid a weak villain. Tune in and learn how to craft “The Villain’s Journey.”

You can join in this conversation on January 23, at 8 pm eastern, when NAIWE will host a discussion on the importance of a strong villain.

The cost for NAIWE members is only $10! Non-members can join for $30. To register for this webinar, send an email with your name and telephone number and an invoice will be sent to you for the amount owed.

MJ Courchesne, NAIWE’s Copyright & Permissions Expert

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We wanted to get to know MJ Courchesne (NAIWE’s Copyright & Permissions Expert) better, so last month we sat down with her. Here are some thoughts she shared with us.

 

What aspects of publishing can be turned into avenues for marketing?

Whenever you execute a license of your material to a third party by way of an excerpt, new edition (think audio), permission, or other adaptation, you can think of that as a sort of “ad” for your book and your publishing brand (you as an author or you as a publisher). Essentially, any new venue that you can reach beyond traditional sales is a good opportunity to call back to the original publication and generate more sales or at the least awareness of your product. Of course, you need to ensure that the license includes an appropriate credit line, thumbnail of your cover, or other callback to your original work so that people can read more!

 

Can protecting your intellectual property with a copyright be an advantage when it comes to advertising it?

Copyright vests with the creator from the moment of creation, but registering your copyright with the U.S. Copyright Office is a useful (and recommended) way to protect your intellectual property from possible infringement that may occur online or in other venues. Although I’d still say it’s rare for someone to be infringed from an advertisement of their work, it’s good to have that protection in place. Registration is certainly not a requirement, but I usually recommend my clients take that extra step for the peace of mind it offers, especially once that title is out there in the world.

 

You belong to several associations. Do you find that being a member of associations leads to more advertising opportunities? 

Membership in professional organizations and associations certainly helps me to network and find those people who might need my services, so I always look forward to joining associations where I might be of use to their members. Education is a big part of my business, and so webinars, talks, and simple networking are useful in educating authors and publishers about issues surrounding copyright and permissions. It’s all about finding people when they need you.

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As a writer, you know the value in your work, and have a keen interest in protecting it. You also may know that your work is copyrighted to you as soon as you put thoughts into a fixed medium, so why should you bother registering your copyright with the US Copyright Office? Using case studies and scenarios, this webinar will review the basics of copyright law in the US, why you should register your work, how to go about registration, and some common misconceptions of copyright, permissions, and fair use.

You can join in this conversation on December 16, at 3 pm eastern, when NAIWE will host a discussion on copyright and your works.

The cost for NAIWE members is only $10! Non-members can join for $30. To register, send an email with your name and telephone number.

John McIntyre, NAIWE’s Grammar Expert

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We wanted to get to know John McIntyre (NAIWE’s Grammar Expert) better, so last month we sat down with him. Here are some thoughts he shared with us.

What is one thing that you learned about your craft (or grammar) the hard way, and what benefits have you received from it?

In an early post on my blog, “You Don’t Say” at Baltimoresun.com, I published a simplistic explanation of the that/which distinction and was smartly rapped on the knuckles by Geoffrey Pullum, the distinguished linguist. The discovery that having been a newsroom grammar expert did not make me a full-fledged expert was humbling, and it led me to a reexamination—continuing—of what I think and know about grammar and usage. I learn, and unlearn, something nearly every day.

 

What has been your most rewarding grammar experience (or correction), and how was it rewarding? Self? Monetary? Clients?

Blogging since 2005 has given me an audience across the United States and internationally of people who are interested in language and receptive to learning more. I’ve formed friendships with fellow editors, linguists, and lexicographers, some of the smartest and funniest people you could ever expect to encounter. (One of the people I’ve come to know is Professor Pullum, who has endorsed some of my better-informed posts.)

 

What do you associate with grammar expertise?

I call myself an informed presctiptivist. Editing is inherently prescriptive, because it involves making choices, often subjective ones, about what would be better in the text. But I have no truck with the stale pedantry of shibboleths, bogus rules, and superstitions about language retailed by some people who call themselves prescriptivists and embrace the false prescriptivist/descriptivist dichotomy.

Grammar expertise requires flexibility, attention to register, and awareness that the fundamental rule of grammar and usage is “generally, with exceptions.”

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We know that split infinitives are okay, sentences can begin with conjunctions, sentence-ending prepositions are perfectly good English, and it’s okay to use hopefully as a sentence adverb. We know this because grammarians and linguists have been gleefully exploding shibboleths and bogus rules. But what rules or usages are worth maintaining? In this webinar, John McIntyre of The Baltimore Sun will examine some defensibles. Should we maintain the imply/infer distinction? Is the traditional sense of “beg the question” in logic hopelessly lost? Is “whom” dead to us?

Sign up, take part, and work out where you want to stand your ground.

You can join in this conversation on November 19, at 2 pm eastern, when NAIWE will host a discussion on grammar.

The cost for NAIWE members is only $10! Non-members can join for $30. To register, send an email with your name and telephone number.

Carol Tice, NAIWE’s Content Marketing Expert

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We wanted to get to know Carol Tice (NAIWE’s Content Marketing Expert) better, so last month we sat down with her. Here are some thoughts she shared with us.

What wins have you personally seen from LinkedIn marketing?

I’ve been hired by three Fortune 500 companies after they found me on LinkedIn—Costco, Alaska Airlines/Horizon, and Labor Ready (now TrueBlue)—among many other inbound leads I’ve received through my profile and the content I post.

Why bother with content marketing on LinkedIn—what’s the upside here?

LinkedIn is THE social platform for connecting with prospective clients all over the world—it’s the only place where you can overtly state you’re looking for clients without getting blocked or banned. It’s also an easy place to quickly build authority with posts on LinkedIn’s blog, a/k/a Pulse. In my mastermind program, I’ve coached students for several years on how to attract clients on LinkedIn, and they’ve seen reliable success in a fairly short time.

I’ve posted on LinkedIn, but nothing ever happens. Why?

There are a few fundamentals you need in order to attract attention on LinkedIn—your profile needs to be enticing and complete (including keyword phrases for your industries or types of writing, so LinkedIn knows who you’re looking for), you need to build up your connection count, and be active on the platform.

Once you complete your profile, you have to know what to post and how to write a STRONG headline to make your content on LinkedIn work for you. I see many writers posting about writing topics or their personal life, rather than on topics their target clients would be likely to click on and read. I’ll be discussing the differences there, and how to craft content that moves your marketing forward.

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So you’ve got your LinkedIn profile set up. Now what? What do you write in your status updates, or in LinkedIn’s articles section, to build your authority and attract the clients you want?

This example-filled presentation will show you multiple strategies and approaches for creating content for LinkedIn that builds your business — even if you don’t have much time to spare.

You can join in this conversation on October 23, at 2 pm eastern, when NAIWE will host a discussion on book marketing.

The cost for NAIWE members is only $10! Non-members can join for $30. To register, send an email with your name and telephone number.

Tina Glasneck, NAIWE’s Book Promotions Expert

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We wanted to get to know Tina Glasneck (NAIWE’s Book Promotions Expert) better, so last month we sat down with her. Here are some thoughts she shared with us.

What is one thing that you learned about your craft the hard way, and what benefits have you received from it? Can these benefits be broadened to include book promotions?

The most important thing to recognize for one’s craft is that of identifying the target audience, as a book is not written for everyone. It must have a specific audience in mind. Genres, of course, are there to assist readers in locating books that they like. Often, there are specific tropes that are used in the genre.

For example, romance requires a happy for now or happily-ever-after ending. If it does not meet that standard, then it cannot be classified as a romance. If it is advertised as a romance, the genre tropes and requirements are something to keep in mind when it comes to crafting a novel, as well as the later marketing of it.

 

What has been your most rewarding book promotions avenue, and how was it rewarding? Self? Monetary? Clients?

I believe that the best thing an author can do is grow their newsletter, and that growth is from where most of my success continues to come.

It is through my newsletter that I can create relationships with my readers, who frequently will then share news of my books with their circle of friends. All other promotion has its uses, but for long-term growth, the newsletter is the best way to continue to grow.

 

What do you associate with book promotions?

Book promotion is when the goal is to promote or make an audience aware of a particular book. This can include, but is not limited to:

  1. paid ads (like Facebook, Amazon and BookBub ads)
  2. paid newsletter ads (these are ads in book newsletters. Note, some are genre-specific, while others are not)
  3. newsletter swaps (when authors share the news of a different author’s book to their audience)
  4. free or cost-efficient promo (posting in Facebook groups, blogging, guest blogging, multi-author book fairs, tweeting, using social media to push the book without paying, creating a perma-free book to drive sales to other books in a series, creating a lead magnet to get new readers to sign up for your newsletter, etc.).

Paying for expensive book promotion only makes sense if one has more than one book in a series, or other books available that a reader can purchase. Book promotion is to advertise and to make readers aware of a product. It is best to use cheaper options, all within one’s author budget before one launches the more advanced ad campaigns.

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Are you struggling with what you can do to make your books a success? Are you overwhelmed with what you need to do to get eyes on your latest book-baby? Join USA Today bestselling author Tina Glasneck as she gives practical advice on what you can apply to your writing career to find readers and gain success. This webinar will dig into the basics and provide practical tips that you can implement right away to start you on your successful author journey.

You can join in this conversation on September 23, at 8 pm eastern, when NAIWE will host a discussion on book marketing.

The cost for NAIWE members is only $10! To register, send an email with your name and telephone number.

Kristen Fischer, NAIWE’s Journalism Expert

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We wanted to get to know Kristen Fischer (NAIWE’s Journalism Expert) better, so last month we sat down with her. Here are some things she shared.

What is one thing that you learned about your craft the hard way, and what benefits have you received from it? Can these benefits be broadened to include marketing?

As a digital journalist, making connections was the hardest part. Finding editors to assign regular work can be so difficult because they move around so much. You have to keep putting yourself out there and continuously making new business relationships. The benefit is that you can write for a great publication, work with an editor who keeps you in mind throughout their career, secure references, and find a regular feed of work or a home for regular pitches. Those benefits can help you market yourself as a journalist and build your platform.

What has been your most rewarding marketing avenue, and how was it rewarding? Self? Monetary? Clients?

Letters of introduction. The direct connection you get from sending an email can be quite helpful in establishing a relationship–especially in the digital world.

What do you associate with marketing?

Creativity. Even if you’re not working in the marketing field, writers are creative people. Also, they have to find creative ways to market themselves. I hope more freelance journalists realize that staying in business for themselves isn’t so much about the writing; it’s about running your business. And staying in business demands marketing.

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Whether you write for digital or print avenues, being a freelance journalist can be tough. This webinar will explore how to target publications, how to secure editorial contacts, how to line up regular work, and how to overcome obstacles that arise when you’re not on staff. Participants will learn business tips to break into new publications as a freelancer and keep a steady flow of freelance work coming. Bring a list of questions and your best tip for securing work as a freelance journalist.

You can join in this conversation on August 22, at 3 pm eastern, when NAIWE will host a discussion on marketing as a freelance journalist.

The cost for NAIWE members is only $10! To register, send an email with your name and telephone number.

Mark Allen, NAIWE’s AP Stylebook Expert

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We wanted to get to know Mark Allen (NAIWE’s AP Stylebook Expert) better, so last month we sat down with him. Here are some things he shared.

What is one thing that you learned about style manuals the hard way, and what benefits have you received from it?

Style manuals keep changing because language keeps changing. There was a time when I felt that I knew all the quirks of the Associated Press Stylebook, and then I found my convictions were no longer valid because they changed the book! There are plenty of shibboleths in the AP Stylebook—things that only AP adherents really care about but that cause consternation when AP makes a change. “More than” and “over” are now mostly interchangeable. The word “collide” no longer assumes that both things are in motion. These are minor things, but no one wants to be enforcing a usage guideline long after it’s dead.

What do you associate with style guide proficiency?

Proficiency with using a style guide is a bit like proficiency with editing in general. We can’t know everything, and we shouldn’t tell ourselves otherwise. Proficiency with a style guide means knowing what we need to look up and sometimes even looking up things we know we are right about. Proficiency is a bit of a false concept. There are many guidelines, many exceptions, and many gray areas where we need to look elsewhere for guidance and ultimately apply common sense. It’s possible to memorize most key points in a style guide, but our memories sometimes fail us, and guidelines do change.

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You can join in this conversation on July 24, at 7 pm eastern, when NAIWE will host a discussion some of the most important changes of 2019.

The Associated Press Stylebook, the essential guide to style and usage for news, PR, marketing, and corporate communication, is now updated for 2019 with its most substantive changes in years. NAIWE AP Stylebook Expert Mark Allen will discuss the important changes in a 90-minute webinar complete with humor and handouts.

The cost for NAIWE members is only $10! To register, send an email with your name and telephone number.

Mark Allen is an editor, writer, and teacher focused on helping people communicate with clarity and honesty. He has trained hundreds of editors and writers on a variety of topics, including the latest and most important elements in the Associated Press Stylebook and the Chicago Manual of Style. Mark has led conversations about copyediting and writing at conferences and workshops in Detroit, St. Louis, Las Vegas, New Orleans, Philadelphia, Portland, Columbus, Chicago, Pittsburgh, New York City, and York, England. He was the first freelancer elected to the executive board of ACES: The Society for Editing, and Mark currently teaches advanced copyediting for UC San Diego Extension’s copyediting certificate program.

Robert Moskowitz, NAIWE’s Professionalism Expert

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We wanted to get to know Robert Moskowitz (NAIWE’s Professionalism Expert) better, so last month we sat down with him. Here are some things he shared.

What is one thing that you learned about your craft the hard way, and what benefits have you received from it? Can these benefits be broadened to include professionalism?

The most important thing I learned the hard way (I learned most things the easy way) is not to sign a contract indemnifying a publisher for “claims” against me—such as plagiarism or copyright infringement. “Claims” need not be proven in a court of law, and publishers are happy to make these “claims” go away by settling—which settlements come out of my pocket via the indemnification clause. I now insist on eliminating the word “claims” or including language that claims must be proven in a court of competent jurisdiction. I lose some work with this stance, but I avoid getting badly burned a second time.

I believe it’s professional both to know about this wrinkle in contract language and to have the guts to insist on avoiding it, either by changing the contract or by refusing a dangerous contract. Part of professionalism, of course, is taking steps so you don’t get hurt and so you live to work another day.

What has been your most rewarding professionalism technique, and how was it rewarding? Self? Monetary? Clients?

My most rewarding professionalism technique has been working strategically and tactically to increase my pay. I do this by calculating how much I need to earn from my work, by seeking out high-priced jobs, by avoiding low-priced jobs, by ratcheting up my rates with established clients, and—perhaps most important—by delivering work that is worthy of the rates I seek.

This has been rewarding both psychically (I feel good about myself and my work) and monetarily. I have been able to support a family, send my kids to school, and generally live well.

What do you associate with professionalism?

Professionalism is the distinction that separates wannabees from actual professional writers. It allows me to call myself a writer and not have to qualify that description with excuses or explanations. It means I have worked hard to be among the best at my craft and have succeeded. I can walk into any room and feel confident I am among the best or I am one of the best wordsmiths in there. It means I can accept almost any writing challenge without fear of inadequacy. It means when the going gets tough, I can gather my wits and my skills to get going. It means I have fulfilled my potential and made full use of my gift for writing. My professionalism is a source of pride and satisfaction.

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You can join in this conversation on June 22, at 3 pm eastern, when NAIWE will host a one-hour discussion on exercises to help you know yourself better, business lessons for the professional writer, opening the pipeline to your creativity, turning good ideas into finished material, and how to more fully trust your talent and your know-how.

Almost everyone can write. Heck, nearly every high school graduate can cobble together some words and call it writing. Some people can even earn a few bucks as a writer. But if you really want to pursue the writing life, you’ll find you can do it only if you succeed at becoming a professional. Many years ago, I had a dream of writing professionally. I even got a job as a writer. But it was just a job. Two years later, after too many job interviews in which pretty much every 9-to-5-er I met expressed massive regret at having to give up their dream of writing in order to earn a living, I found myself undergoing a three-month epiphany that helped me transform and commit to the writing life. This webinar is informed by that transformation, as well as by my decades of successful professional writing. It will help you determine just how much “fire in the belly” you have around becoming a professional writer and will help you make the adjustments and develop the attributes you need to get there. We will leave the writing itself for another time and emphasize the professionalism involved in a successful professional writing career.

The cost for NAIWE members is only $10! To register, send an email with your name and telephone number.

Robert Moskowitz is an award-winning independent professional writer who has written and sold millions of words in just about every format over five decades. He instinctively sees the big pictures, breaks each one down into coherent slices, meaningfully prioritizes and sequences those slices, and then executes the tasks inherent in each slice in very productive ways. Put more simply, Robert knows how to succeed as an independent writer, covering all the bases from soliciting assignments to delivering polished work, from pricing jobs to budgeting and managing personal finances, from organizing a conducive office environment to establishing and following sensible guidelines regarding life, work, and productivity. Having done all this, and having paid attention to how he did it, Robert is now in a position to pass along what he knows to others.

Jake Poinier, NAIWE’s Freelance Expert

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We wanted to get to know Jake Poinier (NAIWE’s Freelance Expert) better, so last month we sat down with him. Here are some things he shared.

What is one thing that you learned about your craft the hard way, and what benefits have you received from it?

My freelance business turns 20 in August, so I’ve learned plenty of things the hard way! I’d argue that the most important element of having a durable business is focusing on the personal relationships. (I assume that, if you’re in this business, you have a talent for writing and/or editing, so that in itself is rarely a measurable competitive advantage.) The hard-way lesson is that not all relationships are going to work out—which is why I like to quote Mad Men’s Don Draper: “The day you sign a client is the day you start losing them.” A lot of times, maybe even most of the time, it’s not your fault when a client disappears. You need to foster loyalty, but also recognize that diversifying your client base is your only insurance policy against inevitable client loss. The marketing angle for me has been to also diversify the types of work I do (print, web, audio/video, books, social media, etc.) and expand the industries I work in.

What has been your most rewarding marketing avenue, and how was it rewarding? Self? Monetary? Clients?

Far and away, cultivating referral business has been the most beneficial. There’s a tendency to think that referrals happen by luck, but I remember seeing a survey stat that only about 1/3 of customers in a service business will refer you without prompting. Sure, doing great work is paramount, but there’s a lot of business left on the table if you don’t actively let clients know you’re interested in having your name passed along, or ask for a testimonial. The rewards are obviously monetary (duh!), but the key is that good/great clients tend to refer good/great clients, so there’s also less work involved.

What do you associate with marketing?

I work on a lot of marketing strategy and content for my clients, which has informed my approach over the years. As an example, I’m currently partnering with a marketing/advertising agency with a unique niche and voice, which has made it an energizing relationship—they’re not afraid to be different and even a little bit wacky. It’s difficult to distinguish yourself purely based on writing/editing talent, but you can always market yourself based on your unique qualities, whether areas of specialty or what it’s like to work with you. If you don’t feel like you’re attracting the right clients, you need to reexamine your marketing angle.

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You can join in this conversation on May 14, at 7 pm eastern, when NAIWE will host a one-hour discussion on finances, safety nets, and fees.

Part of the enjoyment of freelancing is working with great clients on interesting projects—but let’s face it, it’s a lot more fun when the compensation matches our efforts. In this webinar, Jake “Dr. Freelance” Poinier will discuss the big picture of freelance finances as well as specific steps to help your business become more profitable:

  • Shifting your business mindset
  • Pricing and estimating for better results
  • Creating your safety net

The cost for NAIWE members is only $10! To register, send an email with your name and telephone number.

Jake Poinier made the leap into freelance writing and editing in 1999 after a decade of positions in the publishing industry, giving him key insights from both sides of the desk. As the founder and owner of Boomvang Creative Group, he has worked with a diverse array of Fortune 500 and small businesses, consumer and trade magazines, and independent authors. Jake is committed to helping freelancers improve their businesses and shares his knowledge and experiences frequently as a speaker at industry conferences, through webinars, and on his blog.

Brian Schwartz, NAIWE’s Self-Publishing Expert

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Webinar: Building a Content Promotion Strategy to Promote Your Message and Sell More Books!

We wanted to get to know Brian Schwartz (NAIWE’s Self-Publishing Expert) better, so last month we sat down with him. Here are some things he shared.

What is one thing that you learned about your craft the hard way, and what benefits have you received from it?

I’ve learned that consistency is key and to stay the course and continuously build relationships. The self-proclaimed gurus make their living on selling this as something that’s easy to do (if you just buy their courses). You might get lucky and your timing plays a large part. There isn’t a single book out there that can teach you everything you need to know, nor enough time to learn it all. It takes a team and you have to take some risks. It’s never too soon to start building your personal brand, and you need to keep turning over rocks.

What I’ve discovered is that things aren’t often what they seem. It’s good to better understand what you are up against.

Can these benefits be broadened to include marketing?

Absolutely. I’ll provide attendees with actionable steps as part of a long-term plan to help them reach more readers, and I’ll explain the benefits of approaching marketing like a marathon, not a sprint. Successful marketers work from a training plan that allows them to consistently and incrementally increase their mileage through increased visibility followed by sales.

Tangible results come from planting many seeds and thinking like a farmer, rather than a hunter. I find that authors who take the long view can do very well if they stick with it and give the seeds time to grow.

I’ll cover specific tools authors can use to manage the content aspect of their marketing plan and how to create a marketing dashboard to stay on track.

What has been your most rewarding marketing avenue, and how was it rewarding? Self? Monetary? Clients?

I appreciate the opportunity to share what I know with people who have a shared interest. I know of an author who is also an artist who sold her artwork (to the tune of over $30,000) to someone who discovered her through her books. This event also led her to get a deal to have her artwork featured in a Broadway play. I know another author who is being paid to blog for a company. Many authors’ books have led them to paid speaking gigs and workshops. For a non-fiction author, a good book can become their most effective marketing tool.

What do you associate with marketing?

Marketing is the act of generating awareness for your work to your target market (those who can benefit). It’s about leveraging and amplifying word of mouth for your mission, book, or business. It fuels a continued effort to refine and improve your work based on the feedback from your fans (readers, students, and colleagues). Another less common perspective of marketing is to view it as creating an opportunity to gain feedback from your users (readers) to guide you toward how to improve your product and tune your pitch.

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You can join in this conversation on April 25, at 7 pm eastern, when NAIWE will host a one-hour discussion on creating a marketing toolkit.

Getting your book found is a matter of having the right content in the right place at the right time. The good news is that it’s less about driving traffic to your own site and more about being visible where your target audience already exists. It’s wise to choose a few platforms to master before you spread yourself too thin, but which ones produce the highest return-on-investment? Learn to create content that gets the clicks on high-traffic sites including Facebook, Instagram, Pinterest, Medium, LinkedIn, YouTube, Quora, Flickr, Huffington Post, and more.

The cost for NAIWE members is only $10! To register, send an email with your name and telephone number.

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