Reinventing the Marketer of 2010

When I posted an item on my Twitter and Facebook accounts about how newspaper subscriptions are among the "10 Things Not to Buy in 2010," I got a fair amount of feedback—mainly from folks like myself who started our careers in the newspaper business. “I felt the knife stab on that one,” wrote a former colleague.

No matter how we feel about these trends, it’s clear that the morning newspaper is being replaced by a growing online media presence. These dramatic changes aren’t unique to journalism. In his brilliant column “What every mass marketer needs to learn from Groucho Marx,” Seth Godin notes that, “Just because you're good at something doesn't mean the market cares any longer.” Seth argues that instead of trying to repair the market, it’s a lot easier to find a market that will respect and pay for the work you can do.

Those of us who learned our craft in the pre-Internet days must adapt to this new environment. If you’re looking to hire a marketing specialist, this has significant ramifications for you.

What to look for in a marketing specialist
I believe the successful writers and marketers of 2010 and beyond will reinvent themselves and serve clients more effectively by:

• Increasing their entrepreneurial savvy. From thinking creatively to seizing opportunities that others overlook, the most successful marketers will become problem-solvers who have a passion for business and can see the big picture.

• Becoming a multimedia storyteller. Today, telling a great story often involves text, video, graphics, audio and photos. Unlike years past, when I was hired simply to write an article, now my clients are asking me to pick a up video camera and audio recorder to create a multimedia experience for their audience, and I’m glad to help. Here’s an example, which I shot at a barn in Woodbury County, Iowa, to go with an article I wrote for a client.

• Utilizing social media. This means building, communicating, and engaging with communities online, from Twitter to Facebook to blogs. As a marketer, I can become a curator of content on the Web, gathering, synthesizing and making sense of online information that benefits my clients—and their clients.

• Renewing a focus on the basics. Skills like good writing, fact checking, and providing content that interests readers have always been critical. However, I believe these fundamental skills are more important than ever as my clients and their audiences search for credibility on the Web and in print.

10 Steps to Better Photos

10 Steps to Better Photos
(and more effective sales materials)

While I consider myself a writer rather than a photographer, shooting photos for clients has been part of my newspaper, newsletter, and online work for 15 years. Here are some of the best tips I've learned from practical experience:

1. Don't skimp. Take lots of photos. Digital makes it easy (and inexpensive) to experiment and practice.

2. Move in. Think you're close enough? Take another step or two closer to your subject, and you'll create a better photo.

3. Make the most of natural light. Use the "golden hours" of the early morning (sunrise to 9 a.m.) and evening (5 p.m. to sunset) to get exceptional lighting. Avoid the harsh mid-day sun.

4. Tell a story. If you're taking photos of people, create "environmental shots." If you're photographing a farmer, for example, include his or her tractor as a backdrop.

5. Avoid "fig leaf" poses. Instead of forcing your subject to stand, which can make them uncomfortable and often encourages them to clasp their hands in front of them, have subject sit on the edge of a desk or table, etc. to get a more natural look.

6. Adjust your perspective. Change your shooting angle (get up on a step stool or ladder, or squat down) to create more interesting images.

7. Follow the rule of thirds. Imaginary lines are drawn to divide the image into thirds both horizontally and vertically. You place important elements of your composition where these imaginary lines intersect. Use this technique to add visual appeal to your images.

8. Don't stop at one photo with groups (including your family). There is often a great deal of pressure when photographing groups. You need to work quickly to get the job done within their limits of patience. You also need to keep the experience as fun and friendly as possible, so they remember it in a positive light. Since there is always someone blinking or looking off to the side or facing another member of the group, shooting a lot of photos will improve your chances of catching everyone looking their best..

9. Notice the details. Watch the background (avoid distractions) and pay attention to the foreground. If you're photographing a person outside, for example, make sure your subject doesn't have a telephone pole "growing" out of his or her head. Also, look for creative ways to frame your subject.

10. Don't force one photo to do too much. Find the most interesting element in the scene and key in on it.

Top 3 Tips for Writing a Must-Read Article

Good writing is like a woman's skirt: long enough to cover the topic and short enough to keep things interesting.

Okay, I know that's probably not politically correct, but I don't care. After all, it's TRUE.
My years of writing experience have taught me that sometimes it takes 2,000 words to get your point across. Sometimes it only takes 100. No matter what, don't use more words than necessary. That's the secret to crafting a must-read article, blog post, or tweet on Twitter.

Sure, it's easy to get wrapped up in wordy prose. That's why you have to be willing to "kill your darlings." Get rid of the flowery phrases that complicate the story. Delete the superfluous sentences that don't add value to the piece.

To create concise writing that compels readers to stick with a piece from start to finish, follow these three tips:

1. Clarify your key point. Before you type that first word or put pen to paper, think through the most important message you want to convey. When you're clear on this, you'll save a lot of writing time--and many wasted words.

2. Cut the first paragraph. Too many writers use their first paragraph--or five--to "warm up" before they get to the point. In today's hectic world, you'll lose readers if your lead doesn't grab their attention immediately. Put your best stuff right up front.

3. Control redundancy. Don't say "at this point in time" when you can say "now." Why write "despite the fact that..." when you can use "although?"

Bottom line for a must-read article? Write something that's interesting. Then take out everything that's not interesting.