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Writers, Your Biggest Competition Isn’t Other Writers, It’s Mediocrity

About 20 years ago, I used to sell high end stereos. Across the street in our small city was another high end stereo store.

The first time their sales manager walked in the door and started talking with our sales manager like they were good friends, I was surprised. After the guy left, I asked my manager why he was so friendly with the competition.

“He’s not the competition,” he said.

“How do you figure?” I asked.

“Because our competition is the Big Box store a few few miles away.”

He explained that our high end stereo store, whose low end components were a $400 Yamaha receiver and a small pair of $300 speakers, appealed to audiophiles and people who could appreciate the quality of a really good stereo system. The store across the street sold different brand names, but equally high quality.

The difference between a great photographer or writer and an acceptable one? Skills, experience, and knowledge.

Big Box, however, sold $179 receivers and giant speakers for $120 a pair. (To put it in perspective, you could walk out with a $12,000 system from our store; the most you could spend at Big Box was about $800.)

They were our real competition, because we had to convince the price shoppers who showed up on a Saturday that there truly was a difference in the sound quality between ours and Big Box’s, and that the bouncy lights on the front of the cheap stereo didn’t actually do anything for the sound quality. (You wouldn’t believe how many people I tried to talk out of the bouncy lights.)

They didn’t hear the difference. They believed a stereo was a stereo, and while, yes, ours was very good, they could get a whole stereo with bouncy lights for a fraction of the price we wanted for an average receiver. Of course, they were disappointed when they got home, and they realized the music just didn’t sound as good as it did in our store.

It’s the same problem we writers face. Too many times, we talk to potential blogging clients who think writing is writing. They’ve found a writer who will work at a fraction of our price — sure they live in another part of the world, and English is their third or fourth language, but, you know, they charge a lot less — or their nephew got an A on his senior English paper, and knows a lot about the Internet, and he’s going to do the whole project for $75 and a Starbucks gift card.

Our biggest competition isn’t other writers, it’s people who think that writing is writing. That stringing coherent sentences together is so easy, a monkey can do it. After all, they reason, we learned it in high school, so how hard can it be?

Recently, I was talking to Paul D’Andrea, a professional photographer friend, who said he faces the same thing. Despite the years of study and practice, and the thousands of dollars of equipment he carts around his biggest competition is not another equally good photographer. It’s the guy with a $200 digital camera or the latest and greatest mobile phone. (Paul took the leaf photo in this post. You can’t do that with a cell phone.)

After all, they reason, you just point and shoot. Don’t cut off the heads, crank up the flash, and hit the little button with your right index finger. How hard can it be?

I may have a decent camera, but I realize that even Paul’s “average” work has a level of mastery I’ll never achieve. If I ever want good photos, I need someone like Paul. And if someone wants good writing, they can’t just hire a college senior and expect expert-level writing.

Unfortunately for writers, while the Internet has made it possible to reach more customers from a wider base, it’s also created a problem for us. Now anyone with a laptop and a rudimentary command of the English language can hang out a shingle and call themselves a writer.

If you want to demonstrate your writing ability, you need high-quality samples, strong testimonials, and be able to demonstrate how your writing has succeeded and benefitted your clients. Be able to measure ROI, sales, and even regular readership. Show search engine placement and rankings. List writing awards. And most importantly, show whether businesses have made money by working with you.

Look, anyone can take pictures with even the crappiest cameras. Anyone can write copy with a laptop and an 8th grade education. That doesn’t mean it’s any good. Sadly, it also doesn’t mean that people will recognize its lack of quality either.

It’s going to take some work on your part, writers and photographers, to educate your potential clients as to why all writing isn’t the same, why your work is better than everyone else’s, and why you’re worth the higher price tag.

Photo credit: Paul D’Andrea (Flickr)

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How Writers Can Use QR Codes

What can writers do with QR codes? Do we even need them? When most writers still have that “I’m a writer, not a marketer” attitude, embracing something as 21st century as a smartphone, let alone a QR code, is going to be difficult.

But, if you’re trying to reach a particular kind of audience — let’s say a tech-savvy audience — or people who might not otherwise discover your work, a QR code could be a great way to market your work in some surprising and creative ways.

QR Code to my About.me page

The whole point of a QR code is to reach a mobile audience. People who use their mobile phones to read articles and watch videos. People who use their tablets to read ebooks. Basically anyone not using a laptop or desktop computer, or reading paper-based articles and stories.

By tapping into the growing mobile market — and it’s growing fast — writers can get their words in front of a brand new audience, or at least an audience who can access your old work in new ways.

You can reach that mobile market in a few different ways, including emails, or making people tap long URLs into their web browser. But a QR code — that funny looking pixelated square — is something people can scan with their mobile phones to perform a certain action, like open a website or a video.

For writers, you can point a QR code at some of your work, and allow people to read it on their mobile phones. Here are a few places you can point them:

  • At one of your best articles or short stories: This should be the first place your QR codes should go. Point them at some of your best work, and then put the QR code on a business card or writer’s resume. Or if you’re at a conference, put it on a t-shirt. Make sure that your website is mobile-friendly. Best way to do this? Install WP-Touch on your WordPress.org blog, or use Blogger, Posterous, or WordPress.com for a mobile-ready blog. Warning: Do not just point a QR code at your main website. For one thing, it’s boring and unimaginative. Hopefully you’ve already got a short, and clever, domain name, so a QR code is wasted. But if you don’t have anywhere else to point it, at least make sure your site is mobile friendly. A site designed for a desktop is awful to negotiate with a mobile phone.
  • Your book page on Amazon.com: Have a book flyer or sales card? Put a QR code on it and let people scan it. They can make their purchase right on their mobile phone and have it shipped to their house or office.
  • A mobile-only video: If you have a book trailer, consider making one especially for mobile use, and maybe even specifically for QR users. Speak directly to the user — “Hi, thanks for scanning the QR code and checking out the video.” — and tell them what is so special about this particular video. (“I’m sharing three additional personal branding secrets you won’t find in the Branding Yourself book.”) Make sure the video works on your mobile phone too. Some videos can’t play on mobile phones, so make sure you choose the right format and size.
  • At your ebook: If you’ve got an ebook for sale, whether it’s on Amazon.com or another ecommerce page, write up a small card about the book, and put a QR code on it. People can read the ebook on their phone or tablet, especially if they’re using the Amazon Kindle app.
  • At a secret page on your website: One of the best uses I saw of a QR code was a friend who put it on a t-shirt that he wore to conferences. People who scanned the code were immediately taken to a hidden page on his website where they could find how to connect with him via Twitter, LinkedIn, etc., as well as some special information that wasn’t available on his regular website.

The nice thing about QR codes is that you can point them anywhere you want. When you want to change pages, just edit the QR code. No need to create a new one or get rid of anything with the old code on it. Just go to the place where you created it, change the destination URL and you’re set.

You can put your code just about anywhere it can effectively be scanned, and point it anywhere that makes sense. On your business cards pointing to your book pages. T-shirts to your About.me page. Book covers to mobile videos. Anywhere you can think of, you can point it. Just don’t point it at your regular website, or put it on a highway billboard.

Watch Scott Stratten (@unmarketing) talk about QR codes and how they should and should not be used.

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3 Secret Blogging Ideas That Professional Writers Don’t Want You To Know

I’ve written enough blog posts that I’ve figured out what it is that wins readers, and what bores the bejeezus out of them. If I’m stuck for a blog post idea, I’ve got a few general topics and idea kickstarters that will get my creative juices flowing, and get a decent post out of it. I use these same kickstarters to come up with topics for my own clients, especially when they think they’re stuck for ideas or have run out of things to write about.

These are the three best kickstarters I’ve found that work, regardless of the topic or industry.

List posts

I know, I know, you hate them. They’re boring, they’re trite, they’ve been done to death. But do you know who loves them? I mean, really looooooooooves them?

Your readers. They eat them up. They love that there is a small number of ideas that they can read and understand. It brings order to chaos. “Five Best Dishwashers” is way more interesting than “How to choose a dishwasher.”

Secretly, you still think they’re interesting too. Why else would you be here? Admit it, you saw the number 3, and thought, “Three, huh? I guess I have a couple minutes to check it out.”

Still don’t believe me? Do a little test. Next time you’re in the supermarket, pay attention to the magazines at the checkout lane, especially Cosmo. Look at the headlines on the cover. They all follow this format, and they sometimes use the next two ideas.

Every month, for years and years and year, we’ve been promised “Three Secrets Men Won’t Tell You About Sex,” and “Five Ways to a Sexier Love Life.” For YEARS, I tells ya!

And why? Because people love lists. If they didn’t, Cosmo would quit doing it. So I’ll keep writing list posts for as long as Cosmo does. Why? Because if you’re a fellow blogger, you’re not my customer. Corporations and small businesses are my customers. They’re the ones I need to appeal to. And if they want list posts, then I can think of Seven Reasons Why People Love List Posts.

Debunk long-standing myths and stick it to The Man

This is ingrained in our culture. We’re the little guy. We despise the big guy. David hates Goliath. Everyman and Everywoman hates bullies, corporations, and faceless bureaucrats. And if we can see evidence where the little guy sticks it to The Man, we go nuts! So who’s the Man? Big business, the government (state and local too), bullies, TV preachers, and teachers.

Not today’s teachers. Our teachers from when we grew up. We were little kids back then, and had all kinds of knowledge jammed into our brains that we didn’t want. We wanted to rebel, but were held down. Even people in their 60s still harbor a little of that Inner Rebel, and they still want to stick it to their old English teacher who’s been dead for 30 years. By writing a post about debunking an educational topic, I can reach that Inner Rebel and make him or her want to read.

Last week, I wrote a blog post about Five Writing Rules You’re Allowed to Break, and people liked it. Another one — Five Grammar Myths Exploded — was extremely popular. Why? Because I attacked the sacred cow of 7th grade English and showed where it was wrong. The little guy stuck it to The Man by proving he was wrong.

Special professional secrets

Want to get someone’s attention? Share something special with them that no one else gets to find out about. Or “they don’t want you to know.” (And who’s “they?” The Man.) But if it’s something secret — that “they” don’t want you to know — it must be really hot stuff.

Posts like “Five Gas Saving Secrets the Oil Companies Don’t Want You to Know” or “Three Secrets Your Credit Card Company Won’t Tell You” are a whoooole lot more interesting than “Five Ways to Save Gas” or “Three Little-Known Tidbits About Your Credit Card.” People love this kind of stuff; they eat it up.

I used all three of these tactics with this post, and chances are you were very intrigued by the fact that I:

  • Used a number.
  • Promised secrets.
  • Stuck it to an elite group of people — professional writers.

It was actually the idea of sharing secrets that led to this blog post, and I added the other two tactics to the headline later. But even if you just use one of these three kickstarters in your own industry or niche, you can come up with some awesome ideas on your own. For example:

  • Three Ways to Lower Your AC Bill This Summer.
  • History Answers: Who REALLY Flew the First Airplane?
  • Five Secrets to Avoiding Fines Your Library Doesn’t Want You to Know.

So the next time you’re stuck for a post idea, ask yourself: Is there a number of small ideas I can list, a sacred cow I can slay, or “insider secrets*” I can reveal to entice my readers? Once you start thinking this way, there is no end to the number of posts you can write.

* Please note that I don’t mean real insider or corporate secrets. Do not reveal business secrets at all ever. EVER!

Photo credit: Marcmos (Flickr)

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Ruminations of an “Outsider Writer”

Lately, I’ve been thinking about what it means to be a writer. What does it mean to be a good writer?

Can anyone do it, or is it something that should only be attempted by trained professionals?

I’ve been thinking about this after hearing a new term: outsider artist. An outsider artist is someone who did not get any formal academic training about being an artist. They’re totally self-taught, they picked things up by trial and error, or by asking other artists, but they didn’t pursue a four year art degree to learn all of the different schools and styles, techniques and tricks.

In some circles, outsider art — Art Brut, French for “raw art” — is a label given with some disdain. It’s said with a slight sneer, like the person who said it just got a whiff of something you stepped in. The outsider artist is not in that special circle. They’re excluded from polite society, and are looked down on, or talked about behind their backs. They are outside the circles of culture, acceptability, and the success that a $10,000+ a year tuition brings.

In other circles, being an outsider artist is a badge of honor. They’re the rebels, the artists from the wrong sides of the tracks. Many outsider artists are not discovered until after their death, if they’re ever discovered at all.

I’m an outsider writer. (A term I’m not fond of, mostly because the rhyming makes it sound silly.)

I was not formally trained as a writer, at least not four years’ worth. I took the required English comp class, a couple journalism classes, and wrote for my college newspaper. My writing skills are completely self-taught, sharpened over the last 23 years.

Does this make me less of a writer? Am I somehow outside the mainstream because I didn’t get the creative writing degree, or the Master of Fine Arts (MFA)?

I’ve met some of these MFAs and creative writers. Most of them are fine people who have skills I’m envious of. Some of these insider writers are not as good as they believe. Some of them just plain suck. And some of them are snobbish, arrogant, and. . .well, let’s just say I came up with a different meaning for “MFA.”

I’m often torn in my views on writing: on one hand, it’s an art form that should only be practiced professionally by people who have a mastery of the language, and can create compelling sentences and stories. Their work shouldn’t be clumsily manhandled by non-writers who claim to be “editing” it.

On the other hand, writing is egalitarian: anyone can be a writer. It’s something we were all taught to do throughout school and college. It’s something that even a person with a high school education can excel at.

Most days, I fall into the egalitarian camp. Anyone can be a writer. You just need the desire, determination, some basic skills, and a pen. From there, you can be any kind of writer you want. Who am I to say whether you’re “good enough,” or shouldn’t enjoy every apple of success you can grab? I’m the outsider, remember?

I’m an outsider writer, but I’ve claimed the awards and accolades the properly-trained writers should have gotten. You have to wonder just how good all their training is when a stone-cold noobie can make a bigger impact with one piece than the people who spent several years of their life preparing for.

I’m an outsider writer, and I wear that badge, that literary leather jacket, with pride. I’ve scratched and struggled for every success I’ve gotten, and I earned every one of my scars. I’ve spent the last 20+ years, studying, reading, practicing, and honing. I’ve been rejected by some of the best and the worst in the business. I like my outsider writer status. It suits me, and I wear it better than a lot of the insiders wear theirs.

Please note: I am not saying I can outwrite any MFA or creative writer. I’m not some Wyatt Earp wordsmith. Far from it. I have several friends who are trained writers, and frankly, they can kick my ass, and I gape open-mouthed at their ability to string words together. But I offer this idea of the successful Outsider Writer to anyone who has an urge to write, but thought that a lack of training or education should hold them back.

Are you an outsider or trained writer? Did you get an education in creative writing, or did you just figure it out as you went along? Are you better off or worse off for your choice? And do you wish you could do it any differently, if you had the chance?

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Bloggers Are Citizen Journalists

A common complaint I hear from big-J Journalists about bloggers is that we’re not “real” journalists. That we’re somehow beneath their contempt and notice.

Bullshit. We’re citizen journalists!

I first saw this attitude when I worked at the Indiana State Department of Health, and a few of my colleagues said we would never deal with bloggers because they only wanted to put out bad information. And in dealing with other Journalists, they almost seemed to say “blogger” with a sneer. As if “blogger” was something they stepped in on their way to the office.

Bloggers are citizen journalists, like it or not.
As a result, many Journalists don’t believe things like Reporter Shield Laws should apply to us citizen journalists. For example, if an environmental blog were to uncover environmental violations by a large corporation, that citizen journalist could be forced to reveal who his or her sources were. But if a newspaper wrote the same story, the reporter would not.

The biggest question comes down to who is a real journalist and who is only a blogger/citizen journalists. In the Branzburg v. Hayes case, Justice Byron White said

“Freedom of the press is a ‘fundamental personal right’ which ‘is not confined to newspapers and periodicals. It necessarily embraces pamphlets and leaflets. … The press in its historic connotation comprehends every sort of publication which affords a vehicle of information and opinion.’ … The informative function asserted by representatives of the organized press in the present cases is also performed by lecturers, political pollsters, novelists, academic researchers, and dramatists.”

— Quote from an article by David Hudson of FirstAmendmentCenter.org

Even back in 1973, when Justice White threw open “The Press” to anyone who produced the printed word, technology has widened the definition to anyone who writes for blogs, the 21st century’s electronic pamphlet.

In his article, Hudson also cited Kurt Opsahl, the staff attorney for the Electronic Frontier Foundation, who mentioned a couple examples where bloggers outperformed the big-J Journalists

“Bloggers hammered on the Trent Lott story (Lott’s comments about Strom Thurmond) until mainstream media was forced to pick it up again,” he said. “Three amateur journalists at the Powerline.com blog were primarily responsible for discrediting the documents used in CBS’s rush-to-air story on President George Bush’s National Guard service. And the list goes on.”

Cox lists several other national-headline stories affected greatly by reporting from blogs, including: Dan Rather and the Texas Air National Guard memos, the White House giving press credentials to James Guckert/Jeff Gannon, the resignation of CNN news executive Eason Jordan after publicity surrounding his remarks at the World Economic Forum and the John Kerry-Swift Boat Veterans for Truth controversy.

Or to put it another way, the big political scoops in the last 5 years have not been by the media, but by bloggers. Also called little-J journalists.

So, other than an overwhelming sense of elitism by the men and women of the dead-tree media, what really separates us from being real Journalists?

Is it the medium? Many former newspaper reporters and columnists have left the printed word, and gone on to start their own blogging career:

  1. Ruth Holladay who is serving brilliantly as a cheerleader for traditional media and a thorn in the side of her former employer, Gannett
  2. Lori Borgman the former arts columnist for the Indianapolis Star
  3. Columnist Saul Friedman who retired from Newsday rather than let his column go up behind a paywall

(I’m curious what their colleagues think? Have these writers somehow fallen from grace, and are no longer “good enough” to be considered Journalists? Are they now mentioned with the same sneer I heard three years ago?)

Maybe the pay is the issue. The fact that bloggers don’t get paid as much as newspaper writers (who, frankly, are not known for their lavish pay and glamorous lifestyle) may be the deciding factor. However, there are some online writers who make a lot more money than most successful businesspeople, let alone Journalists. So that argument doesn’t seem to hold weight.

Maybe it’s the training. The aforementioned paper-turned-pixel writers notwithstanding, Journalists seem to think they have the super-secret training that makes them a font of reliability and trustworthiness. Yet I know a lot of journalists who can’t spell, don’t know grammar, and in some cases, just plain can’t write. I took several journalism classes in college, and I can tell you they don’t teach anything extra special that someone with a penchant for the written word couldn’t pick up.

Even the Washington Post isn’t immune from bad writers. Meanwhile, there are several outstanding bloggers who produce some outstanding prose that would make any big-J Journalist green with envy.

Maybe it’s because the media is trustworthy and bloggers aren’t? You know, trustworthy. People like Jayson Blair, Stephen Glass, and Ruth Shalit. Of course, Shalit is back in journalism, Blair is a life coach in Virginia, and Glass is now a multi-millionaire, thanks to the book and movie deals he has gotten.

Admittedly, these three are the exception to the rule, and not the rule themselves. But my point is there are bad apples in blogging and bad apples in Journalism. Still if you’re going to accuse bloggers of not telling the truth, you need to look at the journalists who make stuff up too.

I just don’t see what the big difference is, other than bloggers don’t kill a lot of trees to get their message out through a dying medium. Yes, there are bad bloggers, but there are bad journalists. Yes, there are bloggers who lie, but there are lying journalists as well. (Some people might say that term is redundant.) Yes, journalists are trained as writers, but there are a lot of trained writers who use the electronic medium instead of newsprint.

If the U.S. Supreme Court opened up the definition of Citizen Journalists to pamphleteers and leaflet-writers, then they can certainly open it up to bloggers. And as bloggers, we need to make sure we can meet that expectation. We need to take on the mantle of Citizen Journalist ourselves, and then make sure we live up to that standard. (I’ll discuss that more in the future.)

So what do you think? Are bloggers journalists? Or are we a bunch of cranks sitting in our parents’ basement under bare light bulbs, writing about conspiracy theories and Paris Hilton sightings?

Stacks of newspapers photo: John Thurm
Ann Arbor News photo: mfophoto