We wanted to get to know Ruth Thaler-Carter (NAIWE’s Networking Expert) better, so last month we sat down with her. Here is what she shared with us.

 

What do new and existing writing businesses have in common?

New and existing writing businesses probably share a common goal: for the owner’s words, thoughts, and perspectives to find an audience and outlet. Their owners might be at different stages of creativity, visibility, or success, but every writer wants—even needs—to be seen and heard.

 

Please explain why all writing is not business material.

A lot of writing isn’t oriented to business use, starting with poetry, fiction, plays, and memoir, even though a writing business can be about getting non-business material out into the world. Where the concept of a “business” comes into play is in applying business-like principles to getting the work done, finding agents and outlets for the work, responding to editing and proofreading input, getting paid, and related details.

 

Do audiences and readers carry the same weight in writing businesses?

Readers are audiences! Whether someone is writing a novel or a press release, a poem or a white paper, a play or a case study, a how-to book or a personal blog post, we all want what we write to be seen and appreciated. Clients might be more demanding than readers, but every audience or reader matters. We want everyone who sees our writing to understand it, respond to it positively by publishing reviews or acting on it somehow, recommending it to others, and reading or buying the next piece we write.

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Starting a writing business is exciting and challenging. Writing is a creative act. Having a writing business is a practical process. Get some practical, effective tips from a long-time, award-winning freelance writer/editor in this session. Learn about types of writing that can be the basis of a business; getting experience; finding outlets, audiences, readers and clients; avoiding scams; and more. Whether you want to write and publish books or articles, fiction or nonfiction, this session will get your writing business off to a strong start (and enhance an existing one).

You can join in this conversation on May 20, at 7 pm eastern, when NAIWE will host a discussion on giving your writing business a strong start. The cost for NAIWE members is only $10! Non-members can join for $30. Register today!

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

 

What types of questions add to the story?

Personally, I approach every story as if another outlet is covering it, because that’s likely happening. I’m always on the lookout for a different quote or a different angle to explore in addition to that main news. For me, questions that add to a story go beyond the who-what-when-where-why. Depending on the story, the type of story (say, feature versus exclusive breaking news), and the audience, questions that add to the story always dig a little deeper. And you have to do so in a way that doesn’t cause the source to clam up, so you have to build that objectivity and trust, and avoid being accusatory. That’s why I often go beyond the “why do” to “why don’t” types of questions. That prompts the source to give you more information and really explain it in a way that gives the reader the whole picture. It’s hard to give a specific question, but I believe that by being aware of the different kinds of questions we can ask, it will give reporters an edge.

 

What are some types of open-ended questions?

I like to ask “what does that look like” to get the source defining what we can expect–other than “we’ll see” or “it’ll be good or bad.” It forces them to give more detail. Then if they do, you can go from there with any additional questions. I also like to ask sources to explain something to me like a layperson if something is confusing, so they explain things and both I and the reader understand the point they are trying to convey. I like to ask “what’s next” in certain cases so the source may speculate on the implications of a news development–that’s the kind of digging that takes my story a step further and sets it apart from the competition. I rarely ask a yes/no question.

 

Is there a situation when a yes-or-no question works best?

Yes, definitely. Though I rarely ask them (or rarely only ask a yes-or-no question), these questions are great when you want a source’s stance on something and they are not being clear. Make your question clear and you may get that yes-or-no answer that in many cases gets a source to go on the record with their stance on something. Otherwise, yes-or-no questions don’t lead into much of a response. There’s definitely a type of story that they are imperative, and in other stories, they’re not as relevant. You have to know when to ask a yes-or-no question, in terms of thinking of the primary objective of your article. If it’s to get a lawmaker to state their stance on something, it certainly fits. But I think we owe it to readers to go beyond that and understand the sources reasoning for that response as well.

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Journalists have to guide an interview, and how they do it can make or break a story. In this webinar, we’ll explore different tactics for asking questions that receive more open responses, and produce better sound bites. Come prepared with one example of a great question you’ve asked in the past, and one that you thought was great yet fell flat.

You can join in this conversation on April 14, at 10 am eastern, when NAIWE will host a discussion on asking better interview questions. The cost for NAIWE members is only $10! Non-members can join for $30. Register today!

We wanted to get to know Claudia Suzanne (NAIWE’s Ghostwriting Expert) better, so last month we sat down with her. Here is what she shared with us.

What is a certified ghostwriter?

There are two types of certified ghostwriters. The first is offered by Certified Professional Ghostwriter, which covers the “dedication, competency, and ethics of ghostwriters.” I know little about this course.

The second kind of certified ghostwriter has completed a rigorous, award-winning 13-month training program that covers the specific skills, industry knowledge, and ghostwriting psychology and mindset transitions necessary to command (not hunt for) high-end professional clients and fees. Their certification comes from California State University, Long Beach. They are industry insiders and solopreneurs, not freelancers.

 

What can a ghostwriter do that I as the author cannot do?

Honestly, nothing—if the author can disassociate from their own work; has the time to learn the realities of the book industry, its supply-chain needs, and standards; and can find a counterpoint who understands musical line editing. All that not only takes a lot of time, it runs counter to the author’s true purpose, which is to share their knowledge, insights, or story. Think of it this way: authors create art . . . ghostwriters massage, tweak, and polish it.

 

Are ghostwriters limited to certain genres?

Not at all. They can specialize if they want—I know a lot of ghosts who only do business books or memoirs or self-help titles or fiction—or they can do it all. Depends on the individual.

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Join Claudia Suzanne, the Ghostwriting Expert, as she reveals insider truths about the book industry, and how a Certified Ghostwriter can give your title a better chance in the marketplace. Learn:

• How the history of publishing works both for and against you
• How to position your book before you start writing it, not after you finish it
• The top four fiction and nonfiction issues that turn off readers
• The truth behind “platform”
• Insider business tricks that really matter
• … and much more.

You can join in this conversation on October 22, at 3 pm eastern, when NAIWE will host a discussion on ghostwriters assisting in the publishing process. The cost for NAIWE members is only $10! Non-members can join for $30. Register today!

We wanted to get to know Dana Sitar (NAIWE’s Headline Expert) better, so last month we sat down with her. Here is what she shared with us.

 

What has been your most effective headline, and what platform was it for?

I don’t have data to say for sure, but this example comes to mind right away: In 2014, I wrote an article for HuffPost titled “Your Toddler Might Be Gay,” which got a ton of a attention. The biggest factor, likely, was that both LGBTQ issues and children are subjects on their own that elicit a ton of emotion in people. The headline includes hooks that are valuable regardless of the topic, though: “Your” speaks directly to the reader and suggests something “might be” something which creates curiosity that makes them want to learn more. The article is about the danger of treating straight identities as the default, but I don’t give that away in the headline.

 

How often are headlines changed?

This depends on the publication, the content, and the publication’s goals. When I’ve written for sites that rely heavily on advertising to attract traffic, we frequently tested and changed out headlines to give an article new life without rewriting. On sites that rely on search traffic, headlines were often more stagnant.

 

How do you add personality to a headline?

Writing the headline as a statement (“Do These 6 Things Every Morning If You Want to Make More Money”) is a good place to start, because it mimics how we speak. Think about who your audience is—what are they like, where do they come from, and what do they know?—and who you are in relation to them—an expert, a teacher, a peer, an entertainer, for example. Write headlines as if you’re speaking to the audience from that position.

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A single headline is not sufficient for most content in digital publishing. Readers access your content in a variety of contexts, and the headline that’s effective in one context is often less effective in another. This training shows you how to craft headlines that catch readers’ attention across platforms, including websites, social media, email and search.

You can join in this conversation on August 27, at 4 pm eastern, when NAIWE will host a discussion on writing headlines for a variety of platforms. The cost for NAIWE members is only $10! Non-members can join for $30. Register today!

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

 

What defines a source?

A source is a person with the credentials applicable to lend credibility to a story.

 

What are ways to verify a source?

My favorite way is to Google the source’s name. Also, visit the institution they are currently at to ensure that they are, in fact, employed there.

 

What are some of the credentials to look for in a source?

If you’re writing a story about cancer, you’d probably want to talk to an oncologist if you need a professional source. There are certain credentials you may want for different topics; for that cancer article, the oncologist should be an M.D., for example. You may also want to see if that source authored research or wrote a book on the topic. If they are a member of a related trade association, that looks good as well. You just want someone currently working in a related role or someone retired who was highly regarded in the field.

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Want to know how to quickly find reputable sources? We’ll go through tips and tricks from journalists to find the right sources for stories–in a pinch. This will include experts for quotes, as well as written research for articles.

You can join in this conversation on July 20, at 4 pm eastern, when NAIWE will host a discussion on finding sources. The cost for NAIWE members is only $10! Non-members can join for $30. Register today!

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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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.

We wanted to get to know Greg Smith better, so last month we sat down with him. Here are some things he shared about novel writing.

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

More than anything, EDITING MATTERS. My first book Agile Writer: Method was compiled from my seminar notes. I passed it out to friends and family and got a lot of good edits from them. But it wasn’t as good as a professional editor. I begged my readers to put reviews on Amazon.com and they were all really positive. But there were two or three reviews that said, “although the content is excellent, the book could use a good editor.” Considering that my goal was to have a bound book to hand out or sell at my seminars, and I was broke at the time, choosing not to hire an editor was the right choice. However, once someone puts your bad spelling and grammar in a review, there’s little you can do to take it back. I am currently working with an editor to revise my book, which is scheduled for next month.

When you consider that getting reviews that are of high quality is part of your marketing, you want to make sure they’re quality reviews. While editing is not directly a part of marketing, having a product that is clean means you’re more likely to get a good review. Certainly, you won’t have to back pedal and fix your book if you start with a clean copy.

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

So far Facebook has proven to be the best resource. While it takes a while to understand their systems, the benefits are worth every penny. I am currently waging a marketing campaign to acquire a quality email list. The ideal measure of a campaign is customer acquisition cost (CAC). You want to keep the CAC as low as possible. I’ve been able to keep my CAC down to $1-$2 and sometimes even under a dollar.

What do you associate with marketing?

Marketing is the whole enchilada. Many confuse marketing with advertising. But advertising is just a portion of marketing. You have to create a brand and a following (or platform). So, the parts of marketing include brand (color scheme, logos, photos, headshots), presence (website, blog, Meetup.com, YouTube, Facebook, Twitter, Instagram, Pinterest, LinkedIn), platforms (email, Amazon, B&N, iTunes, iBook, Audible), organic advertising (SEO, Google search, Bing search, Yahoo search, Facebook groups/pages, Twitter), paid advertising (Google AdWords, Google AdSense, Facebook ads, LinkedIn ads, display ads, YouTube ads, Amazon ads), podcasts (both yours and guest appearances), personal appearances (talk shows, seminar presentations, conference panels, workshops, conference sales tables), and networking (collaborating, socials, workshops).

You can join in this conversation on February 25, at 7 pm eastern, when NAIWE will host a one-hour discussion of novel writing and the agile writing method.

The cost for NAIWE members is only $10! Non-members pay just $30; or you can become a member and get the member price for this webinar! To register, send an email with your name and telephone number.

We wanted to get get to know Claudia Suzanne, NAIWE’s Ghostwriting Expert, better, so last month we sat down with her. Here are some things she shared about her craft of ghostwriting.

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?

The one thing I learned about my craft the hard way is how little my personal accomplishments matter. Coming to terms with that and letting it go elevated my standing from freelancer to professional, changing both my and potential clients’ perspectives and allowing me to command (not just charge) serious fees for my services. How can that be broadened to include marketing? With that revised stance—which, of course, requires a handful of other mindset transitions and self-perception adjustments—I no longer compete with the vast market of editorial freelancers. I’m in a high-end class of my own.

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

My goal was always to attract clients, not have to seek them, so I developed the Ghostwriting Professional Designation Program theories, psychology, skill sets, knowledge base, and mindset transitions to not only achieve that, but also teach it to other aspiring ghostwriters so they can do the same. As a result, my previous career (I am now retired from active ghostwriting) helping authors fulfill their literary dreams was personally and financially rewarding as well as satisfying for my clients.

What do you associate with marketing?

Everything, from casual emails, LinkedIn responses, myriad web presences, personal and online appearances, and all the myriad things one does every day when one is running their own business. A more succinct answer might be in that comment, in fact: everything changed when I stopped freelancing and started running my own business. It may seem like a subtle change, but it’s not as easy as it sounds, and the ROI can be profound.