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Part 1 of a four part series by Brad Stauffer
How to Leverage the
New World of Publishing
There's never been a better time Part I: Welcoming the Writer Technology has turned publishing upside down. It provides more opportunities than ever to get published. In the old days (just a few years ago), your chances of getting published was up to an editor or publisher. Today, you can run your own world of publishing. Getting published, whether in print or online, establishes you as an authority in your field and gives you more credibility. Your market will see you as the "go to" person for your particular topic, niche or specialty. They'll remember that you're the person to call and hire. Out of all the possible direct and in-direct marketing approaches and activities to growing your business, getting your words (your intellectual property, your knowledge and expertise) in front of others, is the most effective method of connecting with and enrolling your target market. This four-part series on publishing will take you through the basics of being a writer (whether you call yourself one or not), how to develop your stories and what to do with them. Finding the Writer Within Even if you don't consider yourself a writer, there are multiple ways to use technology and "publishing strategies" to get the job done. You don't need to be "a writer" to get published! In today's techno world, writing and publishing opportunities abound in many different forms, mediums and styles. The promotional benefits of a traditionally published hard-bound book can almost be duplicated today with blogs, social media, e-books, video, audio, self-publishing and even a basic web presence. With so many mediums, it's easy to repurpose content and create brand extensions that expand your influence and readership. But where does one start? Everyone is a writer, in some way or another. Tradition has taught us that to really be a writer, you must have gotten published in a magazine, newspaper or had a book published. That has seemed to be the qualifier to being a writer. But times have changed, and even though those scenarios are still appealing, they are not the only way to get published. If you can tell someone about your last vacation, share a life experience story with someone or give your opinion on how life can be different, then you're a writer. If you know how to ask someone personal questions, give a presentation, or present a book report, then you're a writer. If you're a speaker, you're a writer. If you can do research and report on it, then you're a writer. If you have opinions about politics, the environment and the eleven o'clock news, you're a writer. Get it? There's a writer within you already, the challenge is just to find the medium to get it done and the incentive to get started. My dear friend always wanted to write (and she is a writer), but never made the time. It was a "round-the-world" sailing trip that finally provided the inspiration and incentive for her to make the time. From the pure experience of the trip, to people she met, to life lessons she learned, she gained a wealth to write about, so she just couldn't put it off any longer. Today, not only does she write two regular columns in a local newspaper, but she's also writing her first book. I never considered myself a writer, and had no writing goals. Even after a degree in communications and working over 20 years in magazine publishing operations, I just didn't have the patience or interest for it. But when I became a business coach and entrepreneur, I started writing my own marketing copy, editing others' work and speaking. In my coach training, I learned to ask powerful questions, so now I enjoy interviewing others and writing their story. Today, my coach holds me accountable for writing at least 500 words a week. What use to be last on my list, has become one of my biggest passions and most rewarding activity. Not everyone is wired to sit down and write one's thoughts in a computer, or even on a yellow pad. And some of us are not the best grammarian's or spellers. But these logistics should not stop us. These are just technical challenges that can be resolved with technology and other resources. So begin to set aside the old stories, doubts, fears or bad grammar that has held you back from writing. Getting Started There is a story inside of you just waiting to get out. Perhaps you've already shared some of it through a workshop, a presentation or an article in a newsletter. And if you have already been published, there is even more to be said; to be written about. So setting aside those "you're not a writer" saboteurs, consider the times you have thought about being a writer. When was that moment? What were you experiencing? What triggered your wonderment about writing? What's burning inside of you that needs to get out? Exercise: Tomorrow's Headlines Today Here's an exercise to jumpstart your creativity. Pick-up a magazine or newspaper, or go to CNN.com. Scan the headlines of articles. What jumps out at you? What words catch your eye? What are articles that you are drawn to read? Or go to Amazon.com and study book covers. As you experience what appeals to you and what you have to say, consider your own headlines or book titles. If you had written some of these articles, or wrote that book, what would your headline or title be? For example, here are mine (I'm doing these in the moment, so no judgment!): From Whiner to Writer: How I Changed My Life; What I Learned from Squirrels; The Solo-Biz Guide to Fulfillment and Wealth; Getting Clear and Staying Here; A Step-Dad's Guide to Love. Now it's your turn. Write five of your own headlines or book titles. If you do enjoy writing, then exercises like these can engage your creativity. If writing down words is difficult, then consider working with someone who is comfortable with writing. Whether you engage a writing coach, a ghostwriter or just a good friend, ask them to hear your verbal words, thoughts and your headlines or titles from the above exercise. You can also use recording technology to capture your words. Some of today's digital recorders come with transcription technology that output a written document of your recording. I use Jott.com to verbally capture my "to do's" on my iPhone, and I'm sure I could expound more and record articles or even a novel! Other online tools like Freeconferencecall.com and Audioacrobat.com all offer free recording services. So if you're not comfortable writing, other people and/or technology provide a "no excuse" option. And add-in spelling/grammar check software, or a real human editor, and you've got all the resources you need to be a writer. I just received a direct mail piece from Stanford University about their upcoming "Writers Workshop." Their tagline is "There's never been a better time to be a writer. There have never been more ways to be published." It's easy and it's time. About our expert: Brad Stauffer is a certified coach, speaker, trainer, writer, publisher and business owner. His companies, Stauffer Media and On the Mark Branding provide publishing consulting, and branding and marketing services for publishers and solo-entrepreneurs, respectively. He is co-founder and co-trainer of Inspired on Demand, a business development program for coaches, and other solo-biz owners. Brad was also co-owner and publisher of choice Magazine and now serves as their business coach and publishing consultant. He is a certified coach through the Coaches Training Institute, and is a Certified Dream Coach® and Certified Dream Coach® Group Leader through Dream University, and has earned his ACB designation with Toastmasters International. Currently he is President of the Western Publishing Association, and a member of the International Coach Federation and ICF-Los Angeles. Contact: Brad@StaufferMedia.com http://www.StaufferMedia.com Feedback is welcome at ExpertSeries@choice-online.com Visit choice, the magazine of professional coaching Website
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