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 8 Tips for Building a Successful Freelance Business

A reader from Florida recently asked my advice on how to build a successful freelance writing venture. Since the strategies of business success apply no matter what field you're in, these eight lessons I've learned as an entrepreneur can apply to any business.

1. Select a niche. While some entrepreneurs prefer to be generalists, specialists generally make more money and have an easier time attracting clients. There's also a strange-but-true phenomenon that happens when you don't try to be all things to all people. By narrowing your focus, you often widen your customer base. While I specialize in agriculture and business, I've also attracted clients in real estate, retirement living, health and wellness, and other industries.

2. Work hard. Best-selling author Stephen King noted that talent is a dreadfully cheap commodity, and hard work separates the successful people from the talented ones. Work early, work late, and do what it takes to build your business, especially in the early years. If that means setting the alarm for 5 a.m., continuing to work after everyone else has gone to bed, or spending a weekend finishing interviews and writing copy, I do it.

3. Create a useful Web site (or update your existing site). What other marketing tool will work for you 24/7, help you connect with prospects around the globe, and not break the bank? Once you invest in a site, don't neglect it. Search engines--and potential clients--will take note of updated, relevant information. My blog and Twitter feed at www.darcymaulsby.com help me easily update my site daily and weekly.

4. Find trusted advisors. Every entrepreneur can benefit from a good banker, attorney, insurance agent, accountant, and financial advisor. These folks can help you grow your business and take it to the next level. I couldn't be where I am today without my lender and my CPA.

5. Be unique. Lots of companies I work with claim they want to be bold and innovative, but then they shy away from speaking with their distinctive voice in their marketing materials. Don't be afraid to stand out from the herd. As fashion icon Coco Chanel noted, "In order to be irreplaceable, one must always be different."

6. Follow up. Success as an entrepreneur depends on regular contact with clients and prospects. That means making phone calls, sending e-mails, following up when you don't hear back in a reasonable amount of time, and returning messages promptly. If you can add value to your target audience's business, your efforts will be noticed--and appreciated.

7. Keep learning. Your ability to learn faster than your competition is your only sustainable competitive advantage, according to business strategist Arie De Gues. I wholeheartedly agree. From reading books and blogs to taking classes, I know it pays to sharpen your writing skills, business knowledge, and marketing savvy.

8. Enjoy the journey. If you're like me, you chose to be an entrepreneur to make a contribution to the world, use your talents, and fulfill a dream. In good times and challenging times, always remember what led you to this business, and be grateful for the opportunity to pursue your goals.

Now I want to hear from you. If you're an entrepreneur, what strategies for success have paid off for you?

Darcy's Top 10 Tips to Better Writing

Nearly 15 years of writing experience have taught me the value of these tips:

1. Make notes of your (fleeting) brilliant ideas. Great ideas can strike anytime, anywhere. I've found great ideas by listening to radio commercials, reading a placemat at a charity dinner, and scanning the fine print on a bag of potato chips. Be ready to capture brilliant ideas and incorporate them into your writing.

2. Take a break between writing and editing. This waiting time is not wasted time, and it will help you pinpoint areas where you can cut excess words and rephase for greater clarity.

3. Cut 10% from your word count. Why say it in 100 words when 90 will get the point across?

4. Observe the world around you. Listen, look and learn--always. Accurate, relevant details add authenticity to your writing.

5. Write compelling headlines. You must catch readers' attention right up front. If you don't, readers probably won't stick around long enough to read your article.

6. Read a lot. Great writers are great readers. Read a wide variety of materials, and read often.

7. Analyze books and articles you enjoy. See how the author structured the piece, what word choices worked well, and why the length of the piece was appropriate.

8. Outline more ideas when you stop writing for the day. Having a game plan for the next round of writing will prevent writer's block and will improve the clarity of your writing.

9. Stay curious. Never stop asking "why," and always keep learning. This will lend a fresh outlook to your writing.

10. Socialize with other writers. Writing can be a lonely profession, so share your successes and your challenges with other writers whose input you value.

Now I'd like to hear from you. Do any of these points ring a bell with you, or are there any ideas you would add to this list?

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.

Tomato Time

With the cool summer we've had here in Iowa, the tomatoes are just now ripening. I've got 30 lovely Big Beef tomatoes on my kitchen counter, justing waiting to be canned. Yum!