• Help me reach my goal
• Resources to meet Tuesday’s deadline
• Three myths that are ruining your health
• New members wanted
• Which celebrity imploded now?
• Sending your kid to college is a bad parenting
• Another holiday fundraiser

Chances are you were able to make a split second decision about which e-mails are worth opening and which are not.  After all you do this every day with your inbox and your voice mail.  You don’t have time or inclination do debate over the value of a message.

Chances are you make your decisions based on some of the following criterion.  People open messages that

• Are relevant to their goals, problems, and priorities
• Arouse their curiosity
• Are embedded in controversy
• Involve celebrity
• Come from someone in authority
• Come from someone in a valued relationship

The top criterion people use to read and respond to a message is relevance to their own goals, problems, and priorities.  In other words, if the message is about them or something they care about, they will attend to the message.  The more they care about the issue, the higher the likelihood they will attend to the message.

People also decide to attend to messages (or not) based on the sender.  If the boss’s boss sends a message, we’ll read and respond.  If a trusted colleague or friend sends a message, we’ll attend to that message even if it is inconvenient to do so.

You can’t control whether or not you are in authority over someone, but you can control the other top criteria. Spell out the relevance to your receivers immediately, and you increase the chances of them responding.  Put effort into networking inside and outside your organization.  If people like you and trust you, they will extend the courtesy of attending to your messages.

You only have a few seconds to convince someone to respond to any form of message.  You can, however, stack the odds in your favor.  Be relevant. Be trustworthy.  Be successful.

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Question #1:  Who Will Be at the Center of Your Book?

Most people who start writing a book  put themselves in the center.  What could be more natural?  After all, the author is the expert, the one with the story, the one who knows how to guide a non-fiction reader to success.  Right?

Wrong!  As long as your book is written from your framework as the author, it will lack the relevance needed to attract a buyer and reader.  For example, imagine you are just starting out as a high school teacher.  Which of the following titles are you more likely to purchase?

• What I Learned in 20 Years as a High School Teacher
• Ten Things You Need to Know to Survive  as a High School Teacher

People buy non-fiction books for two primary reasons:  1) to solve a problem, and 2) to meet a goal.  People buying for these reasons don’t care about what you’ve learned about any topic.  They want practical advice about how to solve their problems or meet their goals.  In the high school teacher example, the successful author’s job is to take his or her 20 years of learning experiences and condense them into a manageable number of tips or strategies for survival.

Unless you are a celebrity, never assume readers will be interested in your story for its own sake–even if your story is remarkable and people tell you it is inspirational.  Keep your reader’s problem or goal at center stage.  Your story and expertise is compelling only as it relates to the problem or goal.  I’m sorry, but there are no exceptions to this.  If you are lucky, your family members are interested in your story for its own sake.  No one else is. 

Question #2:  How Narrow Can You Make Your Focus?

People don’t typically feel the urge to write until they have amassed a certain amount of knowlege and have a lot to say.  Such people value what they’ve learned and want to share.  Once again, what could be more natural?

Once again, the natural path isn’t the one that leads to success.  For example, imagine you are a parent struggling with the age-old dilemma about kids and allowances.  Which of the following titles are you more likely to purchase?

• A Comprehensive Guide to Kids and Money
• How to Use an Allowance to Raise a Responsible Kid

Book buyers are rarely looking for a comprehensive guide to anything. It’s unlikely you can’t finish a book that tries to be comprehensive anyway.  Such projects overwhelm the writer as well as the reader.

No matter what the subject, your book is unlikely to be the first of on your topic.  There are many books on kids and money, just as there are many books on leadership, cooking, and communication.  This isn’t a problem, as people regularly buy new books in these areas.  Unless written by a celebrity, however, people don’t want a leadership Bible or cooking Bible.  People want a book that takes a slice and solves a problem.   

As you think about how to start writing a book, think about how narrow you can make your focus, once again by asking yourself what problem your readers want to solve or what goal they want to achieve.  If you can devise 10 steps to get there, you have a book that is easy to write and likely to sell. 

For example, I can’t seem to get rid of a book called Ten Days to Thin Thighs, even though I haven’t used the book in over a decade.  I still have a problem with chunky thighs, so I keep the book.  I also buy books on how to use exercise balls, how to get abs of steel, etc.  You get the picture.  These books address a problem I desperately want to solve.  Each addresses one narrow slice or strategy to solve my problem.

If you are wondering how to start writing a book, give these two questions your careful consideration.  Answering them well can be your ticket to success. 

The post How to Start Writing a Book: Questions You Need to Answer appeared first on InCredible Messages with Bonnie Budzowski.

If you want a story to “move,” you need to have a least a portion of the story take place in the present rather than in the past.  Imagine, for example, that I’m telling a story about a customer service hero in an organization.  I want the story to capture listeners  and move them to heroism too.

Let’s imagine my hero took action “above and beyond” during a weather emergency.  His flight was canceled during a snow storm.  Rather than inform the client he couldn’t come until the airports were re-opened, the service professional rented a car and drove to the client site.

If I tell the story in the past the tense, it’s flat and monotone.  If, however, I SHOW the service professional debating pros and cons in his internal monologue and deciding to rent the car, I’ve added drama and variety to the story.

According to Doug Stevenson, creator of the Story Theater Method, approximately 20-25% of a story should be told in present tense, even acted out.  In other words, the storyteller should be “in the moment” for that portion of the story.  According to Stevenson, try this at junctures in the story where there is action, reaction, and interaction.

You don’t have to be an actor to make this work.  For instance, when the service professional finds out his flight is cancelled, you can show his reaction in your facial expressions.  You can show the interaction (diaglogue) between him and the airline representative by shifting your body back and forth.  There’s no need to be overdramatic.  Just show the action happening in so the audience can participate.

The next time you tell a business story (or any other), give the 25% rule a try.  It will make a world of difference in how your audience receives your story.

The post How to Tell a Killer Business Story: The 25% Rule appeared first on InCredible Messages with Bonnie Budzowski.

Think about your own selection process.  How many e-mail messages do you ignore or delete each day?  How many articles or websites do you shut down with a quick click?  What criteria do you use to decide?  How many seconds do you take to decide?  What makes you read a piece rather than give it a quick skim?

If you are like most people, the ultimate criteria for compelling writing is personal relevance, even if you are not aware of the judgment you make.  You parse out your attention based on information relevant to problems you have to solve or goals you wish to achieve.  And, once again, if you are  like most people, your pressing problems take precedence over any goals you have.  If a website, article, or blog post addresses one of your problems in an accessible and practical way, it’s likely to get your attention.

Experts, entrepreneurs, and sales people tend to forget their own method for evaluating messages.  They write prescriptively rather than responsively.  Experts, entrepreneurs, and sales people prescribe medicine for illnesses people don’t know they have, and they answer questions people haven’t asked.  Unfortunately, target readers and potential clients aren’t motivated to devote attention to illness they don’t know they have–even if the doctor (expert) is 100% right!  If we want people to read what we write, we have to be relevant on their terms, not our own.

Follow these tips to attract write content to attract clients or other target readers:

1. Immediately address a problem or a goal.   Skip the long wind up and/or background information, and get to the relevant point in the first paragraph.  If you bury the relevant point or swamp the reader with too much information, you’ll lose the reader before he or she knows you have something valuable to say.
2. Create content-rich headings the reader can scan.  For example, change a topic heading, like “Population Trends” to one that draws the reader in, such as, “Declining Population Creates Unprecidented Business Opportunities.”  Make your headings standout with a larger, bold font and surround them with white space.  That way, the headings will “pop” for the reader who gives them a quick skim.  If the points are relevant to the reader, he or she will likely give your writing more attention.
3. Keep your writing short and to-the-point.  If you want people to read, less is more!  With the evolution of online information, people more and more expect to receive their information in short chunks, perhaps 500 words or so per chunk.  If your pages or screens look like they require a big commitment of time and concentration, don’t expect people to read them.

If you are an expert, entrepreneur, or sales person who writes to build your business, shift your perspective from prescriptive to responsive.  Write content that is immediately relevant to your target readers’ and potential clients’ pressing problems and attractive goals.  This content is the best best to build your business.

The post Write Content to Attract Readers and Potential Clients: Secrets to Compelling Writing appeared first on InCredible Messages with Bonnie Budzowski.

Start with a diagnosis.  Ask yourself, where do my target readers hurt?  What causes them enough pain that they are willing to spend time and money to get rid of the pain?

Unless you are a celebrity, the foundation of a successful non-fiction book that attracts readers and builds your business is a solution(s) to a problem readers care about.  This is true whether you self-publish or pitch to a traditional publisher.  “Most non-fiction books are pain-point driven,” says Justin Branch, senior consultant with Greenleaf Book Group.  “People go to the bookstore looking for solutions to specific problems.”

According to Branch, Greenleaf Book Group publishes 80 titles per year.  This represents a mere 3% of the pitches they receive each year.  From what I gather from other sources, the 3% number is typical for traditional publishers.   So what can you do if you want to write a non-fiction book that builds your business?  What non-fiction book writing and publishing secrets do you need to know?

For starters, don’t be discouraged at the 3% number.  In today’s marketplace, there are many publishing avenues for a writer to choose from, including electronic books and self-publishing.  Think first about your goals for your book.  If your goal requires your book to be on a shelf of a brick and mortar book store, a traditional publisher might be a good path to persue.

When evaluating pitches for publication, Branch says his group looks for the following:  good content, a credible author, good space (a proven audience for the genre and topic), distinction within the space, and a strong author platform.

Obviously, good content is a make-or-break issue for success.  If the book can’t stand on its own, it’s not going to get accepted for publication or bought by potential readers, no matter how you choose to publish.  But a good book is only the beginning.

Publishers are interested in the “space” in which the book belongs.  For example, cookbooks represent a “space.”  Many people buy cookbooks, even when their shelves at home are warping under the weight of the cookbooks they already have.   It’s a safe bet for a publisher to accept books from this space.  Leadership, marketing, self-help and memior are other proven “spaces.”

The next issue is whether a particular book will stand out within a proven space.   To attract a publisher’s or reader’s attention, a book must take a new approach or angle, even if the topic is tried-and-true.

For example, I recently helped two authors successfully pitch a book to the prestigious publisher, John Wiley.  The book is  Anticipation by Bill Thomas and Jeff Tobe.  The book fit into an established space including business books on customer service and customer satisfaction.  In recent years, best practices in this area have moved toward a focus on customer experience, with a number of successful books published.  These books list best practices, process, etc.  We pitched Thomas and Tobe’s book as the first book in this space that featured a model.  The model guides readers to understand where they are and where their customers are in the journey toward positive customer experience and profitability.  The book was accepted for publication by John Wiley.

Having a good book in an enstablished space with a distinctive element is still not enough to make a non-fiction book a success.  You also need a platform.  A platform is essentially a built-in audience for your book.  Branch describes it as “people who know you and care about what you have to say.”  A platform can consist of people who subscribe to a newsletter or blog, people who read a newspaper column you write, or people who attend a number of speeches you are paid to give each year.  It can also consist of your followers in social media.  If you are planning to write a non-fiction book that builds your business, make sure you are building a platform as you go.  This is essential no matter how you intend to publish your content.

A final element to successfully attracting a traditional publisher or a target reader is a good marketing plan.  Unless you are a celebrity speaker, a traditional publisher will not spend money (or very little) to market your book.  In fact, that traditional publisher will expect you to submit a marketing plan, involving your own sweat and dollars, within your book proposal.  People can’t buy a book they don’t know about, no matter how good the book.

Writing a good book is a good beginning–but it’s only a beginning.  If you want to write a non-fiction book to attract readers, get picked up by a traditional publisher, or build your business, you need to be distinctive within a given space, have a healthy platform, and a winning marketing plan.

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• Strategy 1: Write Directly and Actively. For example, Don’t write, “The distance fallen by the apple is in close proximity to the tree.,” when you can write, ” The apple doesn’t fall far from the tree.” Any sentence that goes roundabout rather than direct reads sluggishly. A series of such sentences takes on a rhythmic monotone, lulling the reader into a sleepy zone.
• Strategy 2: Choose Plain Words over Fancy Ones. Remember this principle: We admire writers who can take complex ideas and make them understandable by clear and direct language. We do not admire writers who make simple ideas confusing by using unnecessarily lofty language. If you mean to say “lectured,” don’t say “pontificated.” If you mean to say “there is access to drive in and out”, don’t say “there is access ingress and egress.”
• Strategy 3: Be Specific and Concrete. For example, the phrase, “a period of inclement weather arrived” is unclear, abstract, and not particularly interesting. The phrase, “It rained and sleeted for four days” is clear, concrete, and far more compelling.
• Strategy 4: Use Comparisons. Comparisons are the often quickest route to make a clear, concise, and compelling point. Comparisons serve as shortcuts to understanding. For example, a writer might make a point as follows: “Mindy and her aunt had different priorities.” That same point becomes more clear and compelling if the writer changes the expression as follows: “Mindy shopped at Goodwill and her Aunt shopped at Sax Fifth Avenue.”
• Strategy 5: Use Strong, Vivid Verbs. Active, vivid verbs make writing dynamic and even provocative. They make the writing move for the reader. Compare the following sentence using a bland verb, “The politician became more popular after he published a book,” with this once using a vivid verb, “The politician soared in popularity after he published a book.”
• Strategy 6:  Write with Your Telephone Voice.  Most of us grew up believing writing is a task for which people are quick to judge us.  To measure up, we write to impress, just as we did in school.  This leads us to write with convoluted phrases and sentences.  For example, I see business letters that start, “pursuant to the above mentioned matter.”  There’s nothing clear, concise, or compelling about such a phrase!  Here’s a helpful rule:  Match your writing to the tone and phrases you use with a professional colleague or client on the phone.  Such a tone is neither too familiar nor too formal.  On the phone, you might say, “Regarding the proposal we submitted last week. . . . “  Write this way, and things are easier for your and for your reader.

Follow these six strategies for clear, concise, and compelling writing.

To learn how to write with less stress and more success, sign up for our free report on the S.C.O.R.E.  Method to Write with Less Stress amd More Success at http://www.incrediblemessages.com/.

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With all the content available, your blog, article, or book doesn’t stand a chance unless you have something to unique or valuable offer a reader.  Whether your non-fiction writing is intended to establish your credibility or offer help to people suffering from a debilitating disease, unless you can attract readers, you waste your time creating content.

People read articles, blogs, website,s and books for a finite number of reasons.  Here are the major categories:

• Entertainment:  People read some non-fiction (as well as fiction) for pure entertainment. For example, I recently read a book called A Dog Year by Jon Katz.  With wit, humor, and excellent writing, the author chronicles his experience with four dogs over the course of a specific year.  I had no reason to read this book but pure enjoyment.  I read Bill Bryson’s A Walk in the Woods, about his experience on the Appalachian Trail, for the same reason.
•  Voyeurism and/or Inspiration:  People love to know other people’s secrets and inside gossip. Readers buy tabloids, memoirs, and biographies of entertainers, politicians, athletes, and those who have overcome great obstacles because they want to snoop.  Some readers gravitate toward inspirational accounts and others gravitate toward the sordid.
• Solve a problem:  Books that promise to solve pressing problems for readers have potential to become bestsellers.  Remember when readers flocked to purchase the book, Who Moved My Cheese, which addresses the problem of change?  Since its debut in 2008, readers have also been buying Have a New Kid by Friday: How to Change Your Child’s Attitude, Behavior & Character in 5 Days, a book written by Kevin Leman to solve a very specific problem. Blogs, articles, and books written to solve pressing problems for readers–ranging from learning to cook with diabetes, to motivating employees, to achieving financial security, to reducing expensive employee turnover–have immediate marketing appeal to specific target readers.
• Accomplish a goal:  We all have things we want to accomplish, sometimes wistfully and sometimes with great determination.  For example, I am always attracted to the book, 1000 Places to See before You Die by Patricia Schultz, but I’ve never bought the book because it seems overly ambitious.  I must be in the minority, however, on this one.  Schultz’s book was first published in 2003, and it’s still getting updated and bought.   For professionals whose goals include networking for business success, two books on my shelf promise practical steps to achievement:  How to Talk to Anyone: 92 Little Tricks for Big Success in Relationships by Leil Lowndes and Get Slightly Famous: Become a Celebrity in Your Field and Attract More Business with Less Effort by Steven Van Yoer.
•  Stay current on research or an area of professional expertise:  Those of us who consider ourselves experts in a specific field invest time and money on books and other content that keep us current.  Take a look at this title that makes a big promise, based on staying current:  The Next Big Thing: Top Trends from Today’s Leading Experts to Help You Dominate the New Economy by J.W. Dicks, Esq., Salvatore Friscia, Nick Nanton, Esq.  Content that keeps uses current research to help us solve problems or achieve goals have great marketing appeal.  For example, look at the problem and promise inherent in this title:  Women Don’t Ask: the High Cost of Avoiding Negotiation– and Positive Strategies for Change by Linda Babcock and Sara Laschever.  In this groundbreaking book, the content includes original research, striking examples, and practical suggestions to overcome a problem encountered by a huge segment of the population.  With the combination of original research and practical direction, this book was picked up by a major publisher and led quickly to a spin-off book, Ask For It: How Women Can Use the Power of Negotiation to Get What They Really Want.

If the idea behind your creating content is to build your business, you’ll be most successful if you help readers solve a specific problem or accomplish a specific goal.  People are motivated to spend time and/or money on content in both categories.  Celebrities and speakers who have established followings do well creating content that shares their struggles and inspires others.  If you have a large subscriber list to a newsletter or blog—or if you speak many times a year and can sell books from the back of the room—consider writing this type of book or other content.  Otherwise, you’ll likely attract more readers (and buyers) if you create content that solves a problem or accomplishes a goal.

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I discovered the Light, Layered and Linked approach in a book called Writing for the Information Age by Bruce Ross Larson, published in 2002.  These three Ls have been a guiding force in everything I’ve written since.  The three Ls help me to overcome writer’s block by reminding me where I should start.  They also help my writing to be more clear, concise, and compelling.

Here’sthe technique, in Ross-Larson’s words (formatting mine):

1. Keep your writing light, especially at the beginning, to engage readers, not repel them.
2. Slice your content into layers of progressive intensity and detail, so that readers skip across the surface and go deeper only when they find what engages them.
3. Where possible and useful, try to inject links that point your readers to related material that is easy to find.

Here’s how to use the technique:

1. To prepare your first layer, think overview or summary.  Give the reader a quick aerial view of the material.  Think of this as the Google Maps version where the reader can see the structure and the flow of the terrain.  This first layer contains all the key points and conclusions, but in overview form.  This first layer can be short or long, depending on the document (or speech).  In business and technical reports, this layer is the executive summary.  Target it as such, even if there is no executive involved.   In a technical report, that overview might be between 5-10% of the document.  In an e-mail, the overview might be between 1-2 sentences.
2. To prepare your second layer, use the material from the first layer as the structure you build upon.  Your points from the first layer may even serve as headers in this second layer.  Don’t worry about repeating from the first layer—some repetition is actually a good way to help the reader follow.  Once your structure is set, add details to “fill out” the meaning.  You might add facts, statistics, details, or examples to help the reader understand or act upon the points in the summary.  Target the level of detail to the majority of your readers.  Think of the first layer as targeted to executives, the second layer as targeted to managers, and the third layer as targeted to technical professionals.
3. To prepare your third layer, add material that describes the fine detail to those who are interested.  You might insert links into the text or add appendices to the document.  This layer allows you to provide information to those who need it without creating clutter in your second layer.

The Light, Layered, and Linked technique to overcome writer’s block allows you to work in stages, from big picture to fine detail.  This helps you know where to start, and to overcome a main cause of writer’s block in the process.  The approach also helps you to write any piece in a way that’s clear, concise, and compelling.  Give this method a try.  It works!

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Here are two proven techniques to overcome writer’s block caused by perfection paralysis:

1. Correct your assumption
2. Change your writing process

Correct Your Assumption:  I don’t know about you, but when I read books, articles, blogs, and websites, my goal is not to judge–it’s to learn.  I read to gain information, solve problems, and find ways to accomplish my goals.  The primary way I judge the value of any source is based on relevance, practicality, and depth, not on writing technique.

I’m not saying that proper grammar and punctuation don’t matter.  People do judge your mistakes in these areas.  I’m simply saying that the more important judgment is based on real content and expertise.  When you begin to write, focus on the value you have to offer–not your small mistakes.  Do you have valuable information, a process, or experience that can help a potential client solve a problem or meet a goal?  If so, write about it!

If you have trouble with grammar and punctuation, ask a friend or hire a virtual assistant to edit/proofread for you.  This will free you from writer’s block due to perfection paralysis.  Don’t let minutiae paralyze you when much bigger things are at stake.

Change Your Writing Process:    Many people who suffer from writer’s block use a process that goes something like this:  write a paragraph; correct a paragraph; obsess over the paragraph.  Spend a long time on the paragraph before moving along.  This is the classic recipe for writer’s block and paralysis.  In fact, professional writers actually practice refraining from criticism like musicians practice scales.

To write efficiently as well as to overcome writer’s block, write sloppy first drafts.  Turn your spell/grammar check off and focus on getting your ideas on paper or computer screen.  Refuse to judge as you go along.  Then take a break.

After the break, read what you’ve written, with a single question in mind:  Is this clear and complete for the intended reader?  Make any necessary changes, such as adding a transition, adding an example, cutting out tangential material, etc.  Then take a second break.

After the break, go through your piece for grammar and punctuation–or send it to somebody who knows this stuff.  While this edit is an important step, it needs to come at the end of the writing process–not before.

If you are looking to overcome perfection paralysis as you write, start by correcting your assumption.  Stop looking over your shoulder to see who is waiting to pounce on you with judgment.  Then use a writing process that stays away from premature editing–a real source of writer’s block.  Do what the pros do:  write sloppy first drafts!

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In freewriting, you write whatever comes to mind for approximately 10 minutes.  You write rapidly (even randomly), without worrying about complete sentences, punctuation, or grammar.  Essentially, freewriting is writing to yourself to see what is going on in your mind.  You try not to even think much, let alone criticize yourself.

For example, imagine you want to write a piece to help college freshman make the most of their first year at school.  You could scribble your answer to the following question for 10 minutes:  What did I do well and what do wish I had done differently during my first year of college?

Chances are the first material you get will be rather obvious, and then your mind will go in different directions.  Some things you write may seem random, crazy, and irrelevant.  It doesn’t matter.  And you might run out of things to say before the 10 minutes is up.  That doesn’t matter either.  Just keep your pen or your fingers moving until something comes.  Once you are finished, you’ll have a reasonably clear idea of the main points you want to make.  There’s a magical quality about freewriting.  Order comes out of chaos.

How does freewriting work to overcome writer’s block?  Most writer’s block comes from some manifestation of premature self-criticism or anxiety. Whether we are anxious because we had a bad experience with an English teacher or because we know our writing puts us “out there,” we get locked into the left side of our brains, where criticism runs rampant.  Freewriting works to temporarily silence the left side of the brain and invites the creative, non-linear side of the brain to generate material.  Freewriting helps you access that portion of your brain that sees abstract connections, interesting or funny connections, and more.  It enables you get beyond the paralysis and to get your thoughts out, effectively overcoming writer’s block.  What’s more, when you engage freewriting for a mere 10 minutes, you typically surprise yourself with the amount you have to say about any given topic.

Premature criticism is such a danger to good writing (and good thinking) that professional writers use freewriting to practice holding the criticism back.  They know that can’t generate their best work and criticize it at the same time.  Many professional writers practice freewriting in the same way a pianist practices musical scales.

While you don’t necessarily need to practice freewriting without a project, I suggest you give it a try next time you need to write something—especially if you are experiencing writer’s block.  Invest 10 minutes in freewriting about your project.  Then take a break. Organize your thoughts and write a first draft.  Take another break.  Afterwards, let the critic back out, so that you get the commas and colons right.

Give free writing a try by writing for 10 minutes on one of the following topics:

• Your dreams and expectations for retirement
• Advice to someone just entering your profession
• What every leader should know about motivating people
• Secrets to success in parenting
• How your customers or clients can solve a specific problem they face
• Your definition of success

Freewriting will save you time and frustration while it helps you produce interesting writing.  The 10 minutes you invest will be multiplied.

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