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You are here: Home / Archives for 2012

Archives for 2012

October 5, 2012 By Erik Deckers

There’s No Such Thing As a Gifted Writer

A recent email newsletter from Jeff Goins posed the question, “is writing a gift or a skill?” That is, are you a gifted writer, or did you work at it?

The better question is, “are the things we do well born within us (innate or a gift) or are they developed through hard work (learned or a skill).

It’s an age-old philosophical question: are we born with all the knowledge and abilities within us, and that knowledge is uncovered as we go through life? Or are we a blank slate, a tabula rasa, and we fill that slate up as we go through life?

If writing is a gift, I want mine to be wrapped in Thomas the Tank Engine paper.

I lean more toward the blank slate side. That we learn what we know through experience, rather than uncovering it. That it takes hundreds and thousands of hours to get good at anything. That we need to practice over and over and over to get something right.

For those people who are very good at what they do — writing, football, music — we work our asses off at it every day. It’s not a gift, it’s not innate. There’s no such thing as a gifted writer.

To call it a gift is to minimize that hard work. It says that only by some quirk of fate and randomly firing neurons did we become writers, athletes, and musicians. It means that we don’t have to work at it, we just have to discover that we’re good at it, and then run with that. It means you can pick up that skill any time you want, and with a little bit of work, you can be awesome a it.

The Myth of the Gifted Writer

While there certainly are people who have specific gifts, these gifts are usually physical in nature, and can’t be developed. For example, Peyton Manning is 6’5″, which contributes to his success as a quarterback, but that’s a gift. You can’t learn “tall.”

But beyond that, the person’s skills — strength, quickness, shooting ability, hand-eye coordination, game knowledge, even Manning’s laser rocket arm — are all developed and/or learned. You can train and learn everything else. You can work out and gain strength. There are drills that will develop quickness. Even fast-twitch muscles can be developed and enhanced (and built up). You may never be as strong as a lineman or as fast as a sprinter, but you can certainly do it better than most people you know just by working at it for a while.

Think of it this way:

  • Peyton Manning is a student of the game, and has been since he was a young boy. He watches countless hours of game film over and over so he can understand and learn what every opponent and coach does in certain situations. He will even watch the game film of a head coach’s former boss to see where the coach learned his game calling skills. The guy is a computer who dumps GBs of data into his brain like they were candy.That’s knowledge and experience learned over the years.
  • After Manning was forced to take 2011 off, he had to rehab not only his neck, but his arm. Sports journalists talked about how Manning’s arm had lost its zip, and they worried that he lost his ability. But his arm strength is back and the laser rocket arm is firing correctly again. That’s not a gift, or the strength would never have gone away. That’s exercise and redeveloping muscle memory.
  • Several years ago, the US Women’s Softball team had an unusual training exercise to improve their reaction time. Their coach had written different numbers on different tennis balls, one per ball. He then fired them out of a pitching machine while the women took batting practice. They had to call out the number they saw before they swung the bat. He was teaching/training them to see and react faster.
  • WNBA Indiana Fever player Katie Douglas grew up in Greenwood, Indiana, graduated from Purdue University, and is now a star in the WNBA. A few weeks ago she became only the 10th player to score 5,000 points in her career. But she got that way because she spent countless hours shooting baskets, over and over and over, from the time she was a little girl up until she scored that 5,000th point. And she still does it. She wasn’t a gifted athlete, she worked constantly.
  • One of the things that every good writer did when he or she was little was read, and read a lot. In fact, they still read constantly. And writing expert after writing expert will tell you that the best way to practice writing, other than actually writing, is reading other people’s work. That’s because we’re still learning and honing our craft
  • When you listen to stories of successful musicians and how they started out, especially the guitar players, they’ll tell you the same thing every time: “I used to play for hours at a time. I was obsessed. I would just sit there and try to learn that new song from the radio, and play it over and over until I got it right.” I met a guy this past Sunday, the lead guitarist for The Plateros. At age 20, he’s better than most guitarists. I asked him how long he had been playing. He said he started when he was 9, and would come home from school every day, start playing, and play until bedtime. At 4 hours a day, that’s 1,000 hours a year. In 10 years, he’s put in Malcom Gladwell’s 10,000 hours to become an outlier.

My point is this: nobody is gifted. Nobody picks up a guitar and starts playing at age 27, and is immediately awesome. Tall, athletic kids don’t go out for the high school football team for the first time, and become the starting quarterback. Serena and Venus Williams were not goofing around with tennis rackets one day and decided to give this tennis thing a try.

Every one of them worked hard from way back when they were kids and pursued their dream of doing what they loved when they were adults. They developed the skills and knowledge necessary to pursue the game. There was no gift. There were just thousands of hours of hard work.

So it goes with writers. We were all readers as little kids. We all liked telling stories, and even wrote them down. And we did it obsessively, never realizing that we were building skills that would make us writers when we were adults.

Is writing a gift? No, unless you count the gift of those thousands of hours we all used to read and write when we could have been playing football, tennis, or a guitar.

If writing was so easy, then every athlete who wrote a book wouldn’t have a co-author.

Photo credit: Donovan Beeson (Flickr, Creative Commons)

Filed Under: Writing, Writing Skills Tagged With: writers, writing

October 3, 2012 By Erik Deckers

Google AuthorRank: A Conundrum for Content Marketers Who Don’t Do Bylines

AuthorRank, Google’s possible new search signal, can have some serious implications for a brand’s content marketing efforts.

And it’s going to create a problem for content managers who don’t believe in publishing author bylines in their websites. Or the ones who don’t want to publish the entire bio at the bottom of a blog post. Those “we succeed or fail as a team; no one is more special than the other” types who learned everything about management from Little League baseball.

If you stick to your guns of never granting bylines, your website’s rankings may suffer. But if you let writers have their credit, you could see big improvements to the posts written by your best writers, because their own AuthorRank will give you a boost.

We’re not sure exactly how AuthorRank will be evaluated, or even when it will be implemented. But according to Eric Schmidt, CEO of Google, there are people who do really, really evil and wrong things on the Internet, and it would be useful if we had strong identity so we could weed them out.”

Conversely, what Schmidt didn’t say, is that if you can weed out the really, really evil and wrong people, you’ll also need to identify which people are as far away from “evil and wrong” as you can get. The farther those people are, the better their content.

And assuming you’ve hired people who way down on the other end of the “evil and wrong” spectrum, your site should get credit for it.

That’s not to say that if you don’t give them credit, your site is evil and wrong. Rather, it’s just one more positive tool that you should be able to take advantage of and use to your benefit.

It means you should let your writers have a byline and link it to their Google+ profile. It means you should encourage them to write about their own not-evil-and-wrong hobbies as much as they want. Let them improve their AuthorRank as much as they can.

It Also Means You Shouldn’t Delete the Work of People Who Leave

There are companies that will delete the blog posts and work of people who have left their company, as if they don’t want to admit those people ever darkened their door.

This may end up being a big mistake for the the former employer.

Think of it this way: At one point, you thought enough of this person to hire them. At one point, you thought they did some excellent work and were really smart, and you wanted to show them off to your clients and visitors, and to gain all kinds of competitive advantages by harnessing their intelligence.

So you published their blog posts under their name, with their bio proudly displayed for everyone to see.

And, if you were forward thinking, you even used the rel=author tag in their bio to help your own SEO efforts.

So why would you undo that once they left the company?

Presumably, they’re going to work for someone else who thinks they’re smart and do excellent work. And they’re going to want to publish that employee’s work on their own site too.

In fact, the more they write and publish, the higher their AuthorRank could rise. And everything they wrote will get some positive Google juice.

Including the stuff on your own website.

Except you deleted it all.

Who knows, this may all lead to a more interesting problem: a wildly popular employee with a stratospheric AuthorRank who decides they don’t want to be associated with your company at all, and demands you remove all of their work.

Don’t laugh, it could happen.

Filed Under: Blog Writing, Blogging, Blogging Services, Content Marketing, Marketing, Search Engine Optimization, Writing Tagged With: author, Authorship, blog writing, Google, SEO, writing

October 2, 2012 By Erik Deckers

Erik Deckers’ 8 Rules of Writing

I’ve been so inspired by the Brain Pickings weekly installments of Rules of Writing (that link goes to Neil Gaiman’s 8 rules), that I decided to come up with my own rules of writing that I’ve learned over the last 25 years (sweet Jebus! that’s a lot).

1. Write like real people speak. Your 7th grade English teacher didn’t know shit about real writing. If you have to contort your sentences to fit what she taught, drop it. Say your thoughts out loud, and write them down.

2. Short words, short sentences, short paragraphs. Write like a journalist, not a college professor. Smart people sound smarter when they can make difficult things easy to understand.

3. There is no such thing as inspiration, just like there’s no such thing as writer’s block. Real writers sit down and do it every day. It’s a job. You start, you do the work, you stop (sort of). Accountants don’t get accountant’s block. Plumber’s don’t wait for inspiration. They do their job because they have to. So it goes with writers.

4. Write with a pen, never a pencil. Pencils don’t require you to commit to your ideas. You can erase a pencil, you have to scribble out a pen. At least then you can see evidence of your thought process.

5. Never write for other people. Write for you. Write the stuff you want to read. If you write for other people, you’ll never make anyone happy, including yourself. If you write for you, at least someone will be happy.

6. Read poetry. Listen to music by poets and songwriters. Start thinking in metaphors. Even the most boring non-fiction can liven up with a few metaphors. And if you don’t like poetry, listen to some Tom Waits albums. I’m particular to Nighthawks At The Diner and the song “Putnam County.” Now that’s some poetry.

7. Don’t assume you don’t need marketing. “My work should stand on its own merit” is the mating call of the coward. If they don’t promote their work, people won’t find it, and they can protect their fragile ego. Promote your work and get people’s opinions. It will make you a better writer.

8. “Write drunk, edit sober” (Peter DeVries originally said a version of this, not Ernest Hemingway.). This doesn’t extol the virtues of drinking and writing. Rather, it means alcohol lowers our inhibitions. That’s when our real essence comes out, and we write (and act) like we don’t have those voices and filters that keep the “real” us from coming out. Write like you’ve been drinking a little bit, and then edit like it’s the next morning. Don’t smooth everything back to “normal.” Knock off the rough edges, and keep the best stuff.

Filed Under: Blog Writing, Blogging, Language, Writing, Writing Skills Tagged With: advice, Ernest Hemingway, writers, writing

October 1, 2012 By Erik Deckers

Google AuthorRank: When Personal Branding and Content Marketing Collide

The new AuthorRank search signal from Google (which has not been implemented yet), is an interesting collision between personal branding and content marketing.

As I noted in an article last week, SEOMoz writer, Mike Arnesen, said:

People want to read content written by credible and knowledgeable people and using AuthorRank as a major part of their search algorithm just makes sense.

It’s like Klout for writers.

AuthorRank is an interesting combination of personal branding and content marketing. Where Klout measures your social media influence, AuthorRank will measure your ability to generate a lot of effective and trustworthy content.

As content marketers, we already create that kind of content. It’s good for our clients and our own businesses. Good content marketing gets our companies noticed, which helps them make money.

But now, the writers of those pieces are going to be tied to the quality of that content as well. It means we have to write good copy, and those who don’t, will rank poorly. It means you can’t lend your name and your website to outside paid links. It means you can’t slack off on the writing, but that you have to feed the Google Beast on a regular basis.

In Branding Yourself, Kyle Lacy and I talked about the importance of blogging as it relates to growing your personal brand. This new move by Google represents a merging of personal branding and content marketing.

AuthorRank = AuthorReputation

It means that being a good writer, or at least a passable one, affects more than just your personal brand. In some ways, you can be a good writer and be totally anonymous. But now Google can figure out that you’re a good writer, and you’re someone whose work should appear in their search results.

The best way to improve your AuthorRank? First, make sure you write good stuff, and don’t do any keyword stuffing. Also, don’t put a bunch of ads on your blog or website. That chips away at your page’s TrustRank, which will in turn affect your AuthorRank.

It also means that you need to protect your AuthorReputation (I just made that up). You wouldn’t publish photos of you doing keg stands on Facebook for every hiring manager to see. You also shouldn’t publish articles on low-trust article sites or sites that have run afoul of Google Penguin’s algorithm updates.

It means you need to add one more social network, Google+, to your arsenal and learn how to use it effectively. It means you need to continue to be a good sharer of other people’s work on all of your social networks, so they’re more willing to share yours (remember, Google is also looking at social signals as part of search, which means they’ll probably be looking at your social signals as part of your AuthorRank).

Filed Under: Blog Writing, Blogging, Personal Branding, Search Engine Optimization, Social Media, Social Networks, Writing Tagged With: author, Authorship, blog writing, Google, SEO, writing

September 26, 2012 By Erik Deckers

TV Producers and Network Executives Should Crowdsource Pilots

One of the prevalent images, and yet most annoying, I have of TV land is the producers and network executives who greenlight certain scripts and pilots, and cut others based on their “experience.”

I question the collective wisdom of an industry that gives us “Whitney,” “$#*! My Dad Says,” and “Pregnant In Heels” when they tell us “they know what America wants.”

If you want to find out what people are willing to watch, ask them.

I would love to see a website where pre-screened viewers can log in, watch a pilot, and give feedback on what they liked and didn’t like about the show. If a lot of people hate it, the network will know ahead of time. If a lot of people like it, the network can air it.

This is crowdsourcing at its finest. If you’re going to share something with the crowd, why not let them tell you what they like and don’t like about it. Then, when it’s time to release the final version, it will already be better, because the crowd, the intended audience, has told you what they want.

The benefit of the system is that the networks can determine ahead of time whether to go ahead with a project, rather than create and promote something that turns out to be awful, or avoid bailing on a project that would have been great. People can share their views about the pilot on social media, and get their friends to watch it too, thereby building the buzz for the show before it even airs.

This ends up saving money for the networks, because they’re not selling ads for shitty programs people hate. They’re not constantly canceling or moving programs people actually loved (see Family Guy). And they’re not putting money into programs that no one wanted to see in the first place (see Pregnant In Heels).

What would also be cool is a website that shows old pilots that never made the grade. If nothing else, that lets the public see some of the things we missed, and even see some of the early work done on series that made it later on. More importantly, we get to see what the executives saved us from, or where they really missed the boat.

Filed Under: Broadcast Media, Marketing, Public Relations, Social Media, Traditional Media Tagged With: Social Media

September 25, 2012 By Erik Deckers

Google’s AuthorRank to be a Major Factor in SEO

Content is no longer king, the author is the king (or queen).

Google is starting to pay attention to their new SEO factor, AuthorRank. According to an article by Mike Arnesen, How to Prepare for AuthorRank and Get the Jump on Google, AuthorRank is the latest in Google’s algorithm change, and it may be bigger than Panda and Penguin in terms of its impact.

In 2011, says Arnesen, Google CEO Eric Schmidt said they still wanted to identify agents in order to improve search quality. Schmidt said “it would be useful if we had strong identity so we could weed (spammers) out.”

But how much of a factor can AuthorRank be?

I’m certain that Google is going to begin incorporating AuthorRank into their ranking algorithm in the not-too-distant future. I’d put good money on it. All the signs point to it: Google’s emphasis on social, Google Authorship, their ongoing efforts to measure site trust, and their progressive devaluation of raw links as a ranking factor. People want to read content written by credible and knowledgeable people and using AuthorRank as a major part of their search algorithm just makes sense.

I won’t go into too many of the details. Read Arnesen’s article instead for that. Instead, this is what the new AuthorRank is going to mean for bloggers and content marketers:

  • The admonition to write good shit is more important than ever. While Google hasn’t said what will go into AuthorRank (and never will), I’m guessing there may be some regular SEO indicators as well — time on site, bounce rate, click-through rate.
  • Don’t spam. Don’t even give the hint of spamming. The whole point of AuthorRank is to find people
  • Want to make sure your page is trustworthy? Go read Evan Baily’s book “Outsmarting Google,” and read about TrustRank. If your page/blog/website is trustworthy, you will be. If you clutter your page up with ads, you won’t be. The book may be outdated now, but TrustRank seems to be the basis that Panda and Penguin are based on. Understand it, and you understand the new SEO.
  • You have to be prolific. You can’t just write one post on occasion and hope that’s enough. To be sure, the once-in-a-while writer will outperform the constant spammer. But if you write once a week, and your competition is writing three, four, or even seven times a week, you’ll lose. Don’t get into an article arms race, but don’t slack off on this either.
  • Using the rel=author or rel=me tag is going to be crucial. If you’re not sure how to use it, read this article. If you don’t have one yet, set up your Google+ profile, and then point all articles you write back to it. Put the code — <a href=”http://bit.ly/xyLk6s” rel=”author”>Erik Deckers</a> — in all your bios and include it in all articles you write. If you have a blog, you can include it in your author profile.
  • Note: If you’re a WordPress user, rel=author doesn’t work, because WordPress keeps stripping it out. Get the AuthorSure plugin and it will work for you.
  • You need to start today. No one knows when AuthorRank is coming yet, which gives you two options: 1) Wait for it to hit, then fight like hell to recover. Or 2) start now and barely notice a blip in your rankings when it hits. In fact, you could end up improving your pages’ rankings if you start now. A lot of people got hit and hurt by Panda and Penguin — I saw an awful lot of “how we recovered from Panda and Penguin” blog posts; on the other hand, we never needed to — the smart ones, the ones who weren’t spamming actually saw their rankings improve the days both algorithms were released. Those rankings increased because they had always been doing the right thing, while a lot of people had to start doing the right thing.
  • Guest posting will increase your AuthorRank. The more you write, the better. But have your writing appear in several different places? That’s like adding bacon to an already awesome sandwich. Guest posts, regular contributions to other websites, and even owning more than one blog on more than one platform will all go a long way in telling Google how to find you.

Personally, I love the idea of AuthorRank. It’s probably one of the best ways to block out spammers and reward the people who are actually trying to make a positive impact with their content. Anyone in the content marketing business needs to focus on their online reputation even more now, and make sure they’re not doing what Google considers spammy behavior.

Filed Under: Blog Writing, Blogging, Blogging Services, Search Engine Optimization, Writing Tagged With: author, Authorship, blog writing, Google, SEO, writing

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