The Secret to Getting Great Quotes

A great quote can set the tone for your story, reinforce a key point or give your readers insight into the person “speaking.”

Figuring out how to get that great quote, however, may seem like a daunting task. The secret? Craft it yourself.

The Perfect Sound Bite
Every once in a while, you’ll get that perfect quote. The one you know will be the pivotal point to your story. The one that will make all the difference to your readers. And when that happens, rejoice!

But, more often than not, you’ll have a good interview with the person you’d like to feature in your article only to find that the great ideas, which were flowing so freely during your conversation, don’t translate well when you convert your notes into quotes.

Here’s the thing. Your interviewee was focused on the topic at hand and conveying her thoughts, ideas and opinions – not how those words would look on paper.

Guess what. That’s your job.

Crafting Your Quote

Using the information you gathered during your interview, you can craft the perfect quote for your interviewee. After all, you heard her speak. You know the types of phrases she used, the tone of her speech and the keywords she threw around.

Use them.

Then, send the article to your interviewee asking her to review her quotes for accuracy or suggest changes should she wish to phrase something differently now that she can see it on paper.

An amazing thing will happen. She’ll believe the quotes you put on paper were the words that came out of her mouth during the interview. Because the quotes you crafted to support, reinforce and offer insight into the story are the exact words she would have used had she been asked to put pen to paper.

And voila! Your interviewee will be impressed you captured her words so well, and you’ll have the perfect quote for your story. Problem solved.

Do you have a great way to get the perfect quote? I’d love to hear it.

Stop Making Excuses

Don’t you just love it when you read something and it reinforces everything you constantly pontificate? That’s exactly how I felt reading a great post by Amber Naslund on her altitude blog.

While her blog centers on elevating brands using social media, the ideas in this post pertain to many disciplines.

It’s about excuses. It’s about procrastination. It’s about feeling as though no one’s interested in making progress on projects, trying new ideas or taking a risk. It’s about how there’s always a reason not to do something:

You’re in B2B. You’re in B2C. You’re a non-profit. You don’t have enough time. You have a limited budget. You can’t measure it. You don’t know how to track it. You don’t have any case studies. Twitter is stupid.  Blogging is time consuming. Getting buy-in is hard. You don’t have any fans or comments or conversions. Yeah, but that person has it easy because they have more, better, different, whatever or they’re <insert notable name here> so everything is easy for them.altitudebranding.com, It’s Not Them. It’s You., Jan 2010

It’s soooo true.

Just Do It

I have heard nearly all of these excuses in the last several months. My response? Why not just try it? Let’s make the best plan we can, and execute it to the best of our ability. Then, we celebrate what works well and replicate it in the future. We also learn from what could have worked better, and change it for future initiatives.

Jump the Hurdles

Sure, obstacles will be blocking our path. Sure, it may not be easy. Sure, we may be low on resources, time and money. So what? Figure out a way to make it work. Assess the resources you have, determine your team’s strengths, and use them.

Stop complaining about what you don’t have, and find a way to work with what you do.

That’s your job. That’s your obligation. That’s your privilege as a communicator, as a marketer, as a proactive consultant, as you.

What commitment will you make to navigating the obstacles in your way and standing up for what you’re passionate about?

Image credit: brokenarts

Making Connections & Solving Problems

During the last few months, I’ve been thinking a lot about what it is I love about writing.

Of course, I love the way the words tumble from my imagination and form pictures on the page. Of course, I love the way certain words sound when they’re side-by-side on a page. But what I really love is solving the overall communication problem.

When a client believes they have a situation that needs immediate communication, they often feel overwhelmed and aren’t sure where to begin. That’s when its fun to step in, erase their worry and solve the problem.

Understanding the Problem

1. Understand. The first step in the process is to understand the client’s problem. What happened that created the need for communication?
2. Uncover. Once you understand the basic need, you can then dig a little deeper to uncover all the details and determine who’s affected by the situation. The client probably identified one audience that needs to know what’s happening. And often times that’s where they’ve stopped. Because they’re stressed, they may not have thought beyond the immediate need. Yet typically, there’s more than one audience affected.
3. Examine. It’s up to you to think about all the audiences that may be affected by their communication emergency – and what follow-up communications may need to take place beyond dowsing the initial fire.
4. Propose. No, I’m not talking marriage. As a communications adviser and consultant (yes, this is what you are even if you think you’re just a lowly writer), it’s your job to propose a solution to the client’s overwhelming problem. You need to sound confident. You’re the expert. Explain clearly and calmly how you’re going to solve their problem and put their mind at ease.
5. Create. Then go and do it. Sit down, and knock out the pieces.
6. Repeat customers. Providing a quick solution to your client’s problems will go along way to reinforcing your expert status and boosting your own confidence. Your clients will love you, and will remember to turn to you not only for their emergencies but for their run-of-the-mill communication needs as well.
7. Prevent future fires. This will make both of you happier. You won’t constantly be running around trying to put out fires or correct quickly drafted copy by someone who’s not a professional writer. Your client will be happier because they can focus on what they do best, which probably isn’t writing – given that’s your job.

I’d love to hear what gets your blood pumping when it comes to writing, editing and connecting. Leave me a comment below.

Image credit: photoXpress.com

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A Healthy Approach to Editing

One of the hardest things to do when editing is to stop yourself from making changes every step of the way. But this is exactly what’s necessary to truly offer insightful and helpful suggestions to your writers.

Many editors began their careers as writers. And, as writers, we’re easily caught up in how each sentence can be improved. Taking a piecemeal approach to editing, however, may mean missing the main messages your writers are trying to convey and missing the key ingredient that will eventually allow those messages to ring true.

Try this tactic for a healthier – and often less-frustrating – approach to editing:

1. Put your red pens away (or sit on your hands if you’re reading something online). Then read the entire piece from top to bottom – all the way through without stopping. (I know. It’s hard, but you can do it!)
2. Begin to edit. Now that you’ve gotten the gist of the piece, re-read it and begin editing.
3. Offer general suggestions – not specifics. If you want your writers to grow into their writing, give them a general idea as to what needs work. For example, “Clarify this point by citing a specific example.” vs. actually citing the example for them.
4. Re-read with your edits to ensure you caught everything.
5. Sit down with your writer and walk through the changes. You may wish to share your comments, give your writer time to process and then be available to chat.

That’s it. Let me know how it works out. I’d love to hear what techniques you’ve used when editing that help you gain a clear picture of what the writer is trying to convey.

Image credit: mlevy

Got Writer’s Block? Just Start Writing!

There it is. Sitting right in front of you. Staring you in the face. A blank computer screen; the cursor blinking at you like an annoyingly festive Christmas tree light. If only you could organize your thoughts. If only you could think of that first line that would immediately hook your reader. If only…

Writer’s block is irritating. Writer’s block is frustrating. And, writer’s block one of the most common ailments you face as a writer – often when you need to crank something out in the next 20 minutes.

Just Start Writing!
That’s my advice to you. I know, you say, “How can I do that when that’s my problem to begin with? I can’t start writing. I have writer’s block!”

Here’s how: Start in the middle. Start at the end. Start at the third paragraph from the bottom. Start anywhere other than the beginning.

Too Much Pressure
We often put too much pressure on ourselves to start at the beginning. To craft that perfect title, subtitle and first sentence – all in that nice, neat order. But it’s not necessary. In fact, sometimes your article will be even better when you start somewhere in the middle.

Why?

Because while you may have grand plans for the exact direction your article will take, often it changes course as you write it.

Focus on the Facts; Forget the Cleverness…for Now
By starting in the middle, you can get right to the crux of the matter. You write about what you already know: the facts you’ve gathered, the interviews you’ve held, the research you’ve compiled.

Once you get those down on paper (or on screen, as the case may be), creating an interesting, creative lead is much easier. It may even write itself.

So the next time you’re stuck, just start writing! It doesn’t matter which part of your story, once you start writing something, the rest will flow much easier and writer’s block won’t get in the way.

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How to Tell a Story That Draws in Your Readers

Ever wonder why some stories, articles or blog posts immediately draw you in, make you feel connected or elicit a warm feeling of welcome, while others leave you searching for the “Close Window X” or flipping the page as fast as you can? It’s all in how you tell your story.

Fairy Tales Hold the Key to Compelling Stories
I ran across a cartoon that illustrates this sentiment awhile back that I actually clipped out and tacked to my cube wall. It reads like this:

Frame 1: Once upon a time…
Frame 2: Suddenly…
Frame 3: Luckily…
Frame 4: The end.

That’s it. Sound familiar? It’s the same framework great fairy tales have used for centuries. The same framework that creates an inviting, compelling story. Simple, huh? And yet we often forget to weave these four basic tenets into our story-telling.

‘I Don’t Tell Stories‘
Yes, you do. Every day. Every time you talk about your product, service or company, you’re telling a story. Giving your elevator pitch: story. Creating a flyer about your latest widget: story. Sending out an e-mail with an attached quote: story. Getting the picture?

So, you may say, “Now what? I didn’t know I was a story-teller. You’re freaking me out! What do I do now?”

Putting the Framework Into Practice
Let’s see if we can’t put this into perspective. Say you’re going to communicate with your clients about your latest product, the Winky-Wonky Widget. Your story may go something like this:

Once upon a time…
If you’re like most small business owners, you use widgets all the time. They’re an inexpensive reliable way to attract more customers.

Suddenly…
Within the last few weeks, you’ve noticed your big-name competitors are using a super-fancy, super-expensive zonko to pull away your customers. It’s blowing your widgets out of the water and leaving you in the dust.

Luckily…
Luckily, Winky-Wonky has the solution for you: the new, super-effective, inexpensive Winky-Wonky Widget. This widget will have your competitors drooling and wondering how you’re able to attract even more customers without raising your prices to cover the cost.

The End (aka They lived happily ever after.)
The secret? There is no extra cost. So, while your competitors are left scratching their heads in confusion, your customers are ecstatic because they receive the same great products and service you’ve always offered without any added cost.

See, that was easy, right? It’s all in how you think about it. You’re already telling stories all the time. And, when you keep the super-simple fairy tale formula in mind, it’s even easier to draw in your readers and give them a reason to read your flyer, buy your product or just listen to a great story.

Image credit: JeroenK

Five Ways to Keep Your Readers Front and Center

I recently read Mark Ragan’s post, The cure for ‘writer’s block,’ and it got me thinking. Not only can writers suffer from “information block,” but we often struggle with keeping our readers front and center. And, without our readers, what’s the point of writing something in the first place?

Spread the Joy

I know, I know, the point of writing is to express oneself, document thoughts and ideas, and otherwise serve as a catharsis for our soul. But, for those of us writing in the business world, our personal reasons for writing are often irrelevant.

It doesn’t matter that the very process of molding, sculpting and honing once-nebulous thoughts into well-formed words capable of invoking powerful emotions boosts our creative juices and otherwise makes us jump for joy. We’re asked, instead, simply to write as a means to educate, inform or promote.

Even so, there’s no reason we can’t transfer that  joy to our readers. And we should.

Five Ways to Keep Your Readers in Mind

Make sure your readers stay front and center – regardless of topic, style or intent:

1. What’s in it for me? WIIFM is the old standard for a reason. It’s critical to think about what you’re saying from your reader’s perspective. What do they want out of the article? Knowledge? Instruction? A good story? If you understand why someone will read your piece, it’s easier to focus the message and give them what they want.
2. What do you want your readers to do? Once someone reads your article, what action do you want them to take? Are you asking them to visit a website, make a phone call, send a tweet, forward or repost the article, something else? Make sure your writing drives them to that action in a clear, yet compelling way.
3. What emotion do you want your readers to feel? After reading your article, should they be happy, sad, moved, outraged, excited, surprised, empowered? Weave in thoughts that encourage that outcome.
4. What tone is right for your readers? Depending on your article’s focus, you may choose a conversational, formal or instructional tone. This also can set the stage for evoking a particular emotion from your readers.
5. What connection do you wish to make with your readers? Do you want them to think of you as a confidant, a friend, an expert or not to think of you at all?

All of these choices, infused with your own personality and writing style, contribute to the overall texture of every piece you write. And that can, in fact, help you express your joy of writing – even while keeping your readers front and center.

I’d love to hear how you keep your readers front and center.

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Pen & Ink: Writing, Editing and Connecting

After careful consideration, I’ve decided to split my blogs for better focus. The articles I share here at Pen & Ink will be centered on writing, editing and ultimately building connections with people, including your clients and prospective clients.

For those of you interested in reading the crazy life-related stories I share from time to time, you can still read them at Common Grounds.

As always, feel free to share what topics you’d like to see discussed and offer comments as well. Thanks for sharing your time with me.

Avoid Communication Freak-Outs With One Simple Concept

Do you often have clients or senior management running to you completely frantic, eyes wide, hair standing all on end, freaking out about some new crisis – which typically turns out to have a fairly straightforward solution?

Yep, we’ve all been there. (Some of us are there daily.) It seems to me that about 95% of these “oh-my-gosh-how-are-we-ever-going-to-get-this-done-in-time” freak-outs could be avoided with one simple thing: a little planning.

W-w-what? You want me to plan? Ahead of time?!?! I-I-I… You want me to plan?

Yes, that’s exactly what we want you to do!

Just Whip Something Together

I know, I know, when you suggest planning, it’s often met with blank stares or a totally illogical response of, “What’s the big deal? Can’t you just whip something together?” Uh-huh. Sure. Let me just put the other 394,261 can’t-you-just-whip-something-together projects I’m already working on aside and get right on that.

Of course, that’s exactly what any good communication professional will do – and with grace and ease, I might add – but that is soooo not the point. If your writer can whip together an amazing communication piece for you in no-time flat, imagine what he or she could do with a little notice. Say, more than 10 minutes?

But, I don’t have time to plan.

So, let me take a minute to address your clients directly. (Not sure if you’re a client? If you ever rely on a member of the writing staff to help you communicate something – no matter how infrequently, then you fit the bill.)

And, yes, you do have time. Planning doesn’t have to take forever or be cumbersome. It simply requires thinking about the implications of your new product, service, bonus or any other change before the day you implement it.

Let’s say you’re a product manager for a Widget company. The Winky-Wonky Widget is one of your best-selling products, but sales have fallen off a little in the last few months. To address the situation, the product team is including a free Wishy-Washy Wonkadoo with the purchase of each Winky-Wonky Widget. (Such a deal.)

Including this with each sale is easy to implement. You made the decision Monday, and you’ll be ready to roll by the end of the week. So…wait for it…here comes the planning part: Don’t wait until Friday morning to let your communications team know about the change. Instead, shoot them an e-mail, call, text, IM, stop by – whatever method of communication works best for you – to give them the heads-up even if you don’t have all the details worked out yet.

And that’s it. The planning took what, all of five minutes? It doesn’t have to be time-consuming, and you probably just became your writer’s favorite client in the process!

By giving your writers a quick heads-up, they’ll have time to ensure everything ties together beautifully. They’ll begin thinking about how best to communicate this great change, who needs to know about it, the key messaging and when the best time will be to notify everyone of the change. And you won’t have to face nearly as many “oh-my-gosh-how-are-we-ever-going-to-get-this-done-in-time” freak-outs.

writing | coffee | life

There are three things I love in life: writing, coffee and my life in general.

Writing

Even though I’ve been writing professionally for nearly 15 years, this is my first foray into the world of blogs. I know, pretty sad, huh? I guess I wondered what I might write that others would want to read. So, we’ll see how it goes. For now, I leave you with this: I love writing. I love the feel, sound and cadence of words. I love recrafting and honing each sentence, and I love reviewing others’ writing to offer creative solutions that clarify what they would have conveyed had they had more time. :0)

Coffee

Right. Yum. Although, I didn’t always feel that way. I started drinking coffee much against my will several years ago to stay warm at work. I was always freezing and got tired of drinking the too-sweet hot cocoa every morning. (Plus, it wasn’t doing any favors to my hips!)

I used to joke that I’d take some coffee with my cream and sugar, thank you. Over the last few years, I’ve gradually weaned myself off the cream and sugar (ugh!), and now I can usually drink my coffee black. Of course, a flavor is required. You know, hazelnut, french vanilla, etc.

Life

I’m a wife (of 13 years) and a mother (five-year old), and usually love both. :0) I’m an eternal optimist (most days), and struggle with those who find the negative in every situation.

I look forward to spending more time with you. Ciao for now!