12 more expert sources

Here are a few more resources that SF IABC's independent communicators consult when they need expert guidance:

Harvard University Libraries
...recently consulted for info on behavioral finance (!)

The New York Times Archives
...use it as your homepage

.gov Image Search
...for public domain images

Google define: word
...for a selection of definitions from authoritative sources

The Visual Thesaurus
...see word associations in a Thinkmap

1-800-GOOG-411
...free directory assistance to find business locations and phone numbers

U.S. Patent & Trademark Office TESS
...use the Trademark Electronic Search System to find trademarks in use

Google Alerts
...for a free daily/weekly news clipping service

World Wide Web Consortium (W3C)
...for the latest web standards, guidelines and tutorials

Society of Professional Journalists Freelance Directory
...find a journalist with niche expertise

Grammar Girl
...quick and dirty tips in on-demand podcasts

ProofreadNOW
...proofreaders and copyeditors on call 24/7 for your emergency project

Thanks to the group for their excellent shares!

Resource sharing roundtable

The SF IABC Independent Communicators' Roundtable convenes Thursday May 8 to share favorite websites, blogs, books, groups and gurus. Here are mine:

Top 12 Best-kept Secrets*

Desk References

Whatis.com
Part of the TechTarget.com Network, Whatis.com features definitions for thousands of the most current IT-related words.

WHOIS
Provides website domain name registration information, including name and contact information for the site administrator.

Search Engines

Alexa
Get traffic rankings, user reviews and contact information for any URL. Owned by Amazon.com, Alexa ranks Web sites based on a sampling of the number of users and page views.

BlogPulse
Intelliseek's BlogPulse tracks the day's most referenced phrases, people and links. Search for blog posts on hot topics, or see what bloggers are saying about your organization or brand.

Good Books

Don't Make Me Think: A Common Sense Approach to Web Usability
By Steve Krug
A quick read for before your next Web site project, this book covers Krug's three Laws of Usability, and much more.

Simplified Strategic Planning: A No-Nonsense Guide for Busy People Who Want Results Fast
By Robert W. Bradford and J. Peter Duncan
"Strategy is about seeing the options and making choices," says Robert W. Bradford, President of the Center for Simplified Strategic Planning, Ann Arbor, Mich. This step-by-step book guides you through the process. It's highly readable, with worksheets and checklists.

Internet Know-how

MarketingExperiments.com
An online laboratory with a simple (but not easy) mission: To discover what really works. They test e-marketing tactics and publish the results in the Marketing Experiments Journal.

News and Information

Techmeme
Technology coverage is driven by a software agent that searches the blogs and news sites of industry insiders, passionate independents and established journalists.

Technology and Tools

Google Analytics
This free tool has been upgraded to help you learn more about your website visitors and track progress toward campaign goals. Watch the video about how it works.

SiteReportCard
Check your website for broken links, spelling errors, long load times, HTML and meta tag mistakes, search engine inclusion and link popularity -- all at once -- for free.

Wordtracker
Find out what keywords people use to search for the products or services you offer with Worktracker.

Weblogs and Wikis

BlogFlux
BlogFlux (formerly The Eatonweb Portal) catalogs blogs alphabetically and by tag, topic, language and country. The improved site now offers a subscription service for email alerts on blog updates.

12 Tools Even You Can Use**

Using social media in everyday work life can be a huge time sink. But these tools can also help you expand your professional network, share information and resources, and solicit feedback from customers and colleagues.

Even the out-there sites like Second Life, a 3-D digital world built by online residents, present an opportunity to learn about creative ways buyers and sellers connect in a Web 2.0 world.

Check these out, then take one for a test drive:

1. Blogging: Typepad
2. Bookmarking sharing: del.icio.us
3. Collaborating: PBwiki
4. Content sharing: Digg
5. Following: Twitter
6. Livecasting: Justin.tv 
7. Meeting: GoToMeeting
8. Networking: LinkedIn 
9. News feeds: Bloglines
10. Photo sharing: Flickr
11. Video sharing: Revver
12. Virtual reality: Second Life

Top 10 Social Media**

Tech Geek Blogger Robert Scoble defines social media as Internet media that allow people to interact in some way. By that criteria, these are the most trafficked English-language social media sites, ranked by Alexa.com. Each site offers one or more service that enable user interaction, including personalized content, media sharing, blogging, networking, instant messaging, chat rooms and e-groups.

1. Yahoo!
2. Microsoft Network
3. Google
4. YouTube
5. MySpace
6. Orkut
7. Facebook
8. Hi5
9. Blogger.com
10. Friendster

Favorite Gurus

See CC-T’s Blogroll, the list in the right-hand column of this blog.

* From CC-T Unlimited Resources
** From "The Wizardry of Web 2.0," by Cathy Chatfield-Taylor, EXPO Magazine, October 2007

Tip #30. Be a life-long learner.

Pedagogical.

Now, that's a word I never thought I would use in a sentence. In fact, until a couple of months ago. I didn't even know what it meant. Once I learned the definition, I resolutely promised not to insert that piece of academic jargon into the white paper I was writing. Ha.

See final draft, paragraph 2:

"The $350 million market for LMSs [learning management systems] is populated by more than 140 vendors whose mission is to support best practices in the preferred pedagogical approach of colleges and universities.[2]

So why is a word I have come to actively detest placed so high in the content of this paper? One reason: It is the language of the reader (academics who are evaluating LMSs). Not only did I have to learn it, through extensive research, I had to speak it.

Writing a white paper is like being a graduate student in a subject you may or may not have studied before. It takes a life-long love of learning and genuine curiosity about any assigned subject. (The Chicago Manual of Style bookmarked to the citations section is also useful.)

Some days are just like that

You don't know if you're the predator or the prey.

Tip #29: Work the review cycle.

Since my last tip on Feb. 7, I've written 3 case studies, researched and outlined a white paper, edited another white paper, and updated website content. In each case, the review process ensured the final product met or exceeded expectations of not only the primary client contacts but also their customers -- who were interviewed and quoted -- and, in one case, the board of directors.

I try not to listen to that little voice in my head that tells me the draft is fine as is, so hurry up already. No matter how pleased I am with my work product, there is always the chance that I missed something or that the reviewers have different ideas about what the paper should say. That's especially true when they're not part of the discovery process.

So here are my tips for how to expedite and, when required, wait out the review cycle:

Inform sources about the process.
When I interview my clients' customers, I tell them how the information they provide will be used and how much, if any, control they will have over what is  published. I also provide a review cycle time line -- who will be in touch, and when. Then they can give me the heads up if they'll be unavailable during that time frame.

Discuss questionable content with the client before including it.
For white papers, especially, submitting a detailed outline for approval can ensure that the first draft is on target. If possible, get the outline approved by everyone who will be reviewing the first draft, so there are no surprises.

Fact check against source material.
One sure-fire way to slow down reviewers is to have an obvious error in a fact or quote. Once reviewers find one mistake, they'll be on the alert for more -- and may even route the draft to subject-matter experts just to be on the safe side. That's their prerogative but, if you're careful, they may not exercise it.

Argue the case against mistaken changes.
Some reviewers make changes just because they can. Those changes are not always correct. If you believe a change will negatively impact the final product -- taking it off-topic, misstating a position or repeating facts already covered, for example -- it's your job to tell the client why it's a bad idea. Then make the change if they disagree.

Get permission to publish without a review.
When there is a high degree of trust between you and the client, or between the client and the customers, ask if if they really need to see the draft. Make the case for the best use of their time, and how you will ensure the published version meets their expectations.

In my experience, reviewers can take anywhere from an hour to several months to return their comments to you. Gentle deadline reminders can speed the process, but ultimately, it's out of your control. To ensure you get paid for work done to date while you wait, include contract provisions that require payment for each deliverable -- e.g., draft outline, draft paper, final paper.

Rituals for copywriters

"Writing Rituals -- A Productivity Guide for Marketing Writers," by Nick Usborne, presents five steps to help you quit wasting time and get to work. I like Nick's Excess Voice newsletter and believe this would be a worthwhile addition to a writing resource library. I just wish it were available in hard copy, not e-book.

Designing white papers that sell

Download the free special report on white paper design by Roger C. Parker of Design to Sell. "White Paper Design that Sells" illustrates 16 best practices in layout, topography and graphics. Of course, the design of the report itself is an excellent example. (Thanks to Michael Stelzner for pointing to the report in his newsletter.) 

No. 1 take-away

Marketing Experiments Journal held a free web clinic yesterday on optimizing landing pages. I couldn't attend, but I talked my college-age son into registering so he could learn how to improve his Living World Photography landing page.

His No. 1 take-away message was that the landing page should state your value proposition -- make it clear exactly what you're selling and why people should buy it from you.

He could have sat through an entire semester of Marketing 101 (which he would never do -- he's a biology systematics and math major, after all) -- and not learned as much as he did in that one-hour webinar.

Pretty cool that's it still free on-demand and available to anyone eager to learn.

Tip #28: Work with smart people.

Whenever possible, I check out the background of people I'm scheduled to interview. Not just their current job duties, but where they came from. The past informs the present, as they say.

Sometimes I get a little jolt: Harvard MBAs, multiple degree holders, serial entrepreneurs... . My nerves start to jangle and I think, Jeez, these folks are smart!

Then the pressure's on to be in top form for the interview. Solid background research. Intelligent questions. Quick and pertinent follow-ups. Speedy (and accurate!) note taking. It just wears me out.

But when it comes to writing the story, it's a cinch. Most smart people I've worked with are articulate, expansive in their explanations, curious to explore the angles, and -- this is important -- kind enough to slow down so you can catch up.

So don't be intimidated. Smart people can make your job easier.

Tip #27: Vet your sources.

Before quoting market data from the U.S. Department of Commerce, I double checked my source and, my bad, learned it was the Canadian government. When I realized my mistake, I asked: Does it matter? In fact, it did not. What mattered was that the statistic was current and credible.

It's easy to click through Google results and forget to note the context of the web pages, which are often deep links. When you're doing your research, confirm the website's credibility before reading further. And if you download a document, rename it to include the source in the title.

Plan a 2008 strategy

Marketing Experiments Journal recaps lessons learned in 2007 with the 2008 Internet Marketing Strategy brief. This is an excellent starting point for developing a work plan based on strategies that have been tested and proven effective.

Bodice ripping black-footed ferrets?

Not quite. But read the Newsweek.com story to learn how freelance nature writer Paul Tolme discovered his description of endangered weasels in the middle of a steamy romance novel.

Apparently, the hunky hero of Shadow Bear, a Lakota chief, waxes poetic about ferret ecology while in post-coital bliss with his forbidden love, pioneer hottie Shiona Bramlett. Tolme recaps part of the scene:

"'They are so named because of their dark legs,' Shadow Bear says, to which Shiona responds: 'They are so small, surely weighing only about two pounds and measuring two feet from tip to tail.'"

Not only is the ensuring dialog awful, the characters use Tolme's words, verbatim. Tolme laments,"Had I known that my text would one day appear in a romance novel, I might have sexed up my story."

In the age of "cut-and-paste plagiarism," you never know where your words will end up.

Marketing Wisdom for 2008

Download your free copy of MarketingSherpa's 2008 Wisdom Report, packed with bits of wit and wisdom from the trenches. E.g.:

"Poor communication of our goals, thoughts and ideas is one of the leading causes of any project failure. As professional communicators, you would think we'd be better at this, but sometimes we are so focused on the audience we are marketing to, that we forget to properly communicate with those working beside us."

-- Mike Santoro, Walker Sands Communications

Here here.

Tip #26: Let it go.

You can wordsmith a draft right up until the deadline, but sometimes you have to let it go early to get constructive feedback from an objective reviewer -- be it your editor, a trusted colleague or the client.

This is especially true with writing assignments for first-time clients, whose expectations may have been made clear in the contract but are, in fact, untested. You won't know if you got it right until you ask. So let your (polished) draft go into review.

Problems Solved! Take 2

Back by popular demand, SF IABC convened another problem-solving roundtable for independent communicators. Today's session illustrated how we can learn from colleagues who've experienced many of the same challenges.

Our small group included visual designers, marketing communicators, and book authors and publishers. These are their scenarios, and the solutions we proposed:

Challenge: One client picks my brains for ideas about how to help his clients, then gets all the credit and compensation when they're successful. How do I get paid for my behind-the-scenes project direction?

Solution: Charge a project fee for your consulting services, rather than an hourly rate for the phone time. Or, charge this client a higher hourly rate that reflects the value of your expertise. Write a report on your recommendations, then re-purpose that content to market your own services.

Challenge: I have a pipeline full of projects pending. How do I close the deals so I can budget my time and maximize cash flow?

Solution: Break the projects into smaller pieces that clients can comfortably sign off on. Stay in touch with monthly calls or emails that remind the client why the project is of value to them. In the future, put an expiration date on your proposals so you can renegotiate the fee based on your current workload.

Challenge: When project schedules slip, it impacts my cash flow, productivity and scheduling. How can I keep clients on track?

Solution: Bill clients at for work completed to date at specified intervals. If the scope creeps, bill for the added work at your hourly rate, above and beyond the project fee. Specify required turnaround times in your contract, with cost penalties for missed deadlines.

Challenge: When I call prospective clients, I find it difficult to talk about myself and market my services. How do develop new business?

Solution: Write a phone script and practice your pitch with a tape recorder until you are comfortable. Prepare prospects for your call with an advance email. Even better, get to know prospects by joining their professional organizations and volunteering on their committees.

Challenge: The projects I enjoy most are long-term, so I can develop a real rapport with my client. But I tend to work on a lot of small, short-term projects instead. How do I get more long-term work?

Solution: Set a project minimum and stick to it. When you're working on the small jobs, learn about other ways you can help those clients, take them to coffee and talk about the value of a long-term relationship.

If you've had these challenges and tried these or other solutions, I'd love to hear about your results. Share your success stories!

Tip #25: Ask informed questions.

I'm organizing a panel discussion on "The Art of the Interview" for our February ICR program, which has made me think about what makes a good, productive interview.

As a freelance writer, I do at least a couple of in-depth interviews every week, and sometimes as many as six in one day. I've been steamrollered, stonewalled and inundated by sources who are either stuck on message, too reticent to talk, or so enthusiastic they practically dictate their stories.

The key to to saving the interview, in most every case, is knowing enough about your subject matter to engage the source with provocative questions. That means doing your homework ahead of time, and being flexible enough to deviate from your prepared questions.

The best interviews go from the big-picture to laser-point specifics, then back again.

This week, the story I wrote didn't require an interview, but it did take a considerable amount of Internet research. I applied this same principle to my Google searches, going from general to increasingly more specific keyword phrases until I got the level of detail I needed.

Whether you're interviewing a VIP or the Internet, asking informed questions can coax out more compelling stories.

New year, new copyright date

Don't forget to update your copyright notice from 2007 to 2008.

Tip #24: Don't bore yourself.

When I was complaining to a friend about a recent assignment, he asked me, "If you're boring yourself while you're writing the story, what will the readers think about it?"

What readers?

A story is not done until you can honestly say to yourself, upon re-reading it: That's really interesting. I didn't know that. If you haven't found the tidbit that makes you go, "Hmmm," keep looking.

Like I said, production mode can take you back to basics.

Tip #23: Go into production mode.

In the 21 weeks since I started this category, I have posted 23 tips on 24 stories. (I skipped a week after writing my most recent Best Practices department. My bad.)

As the year draws to a close and the roughly one-story-per-week pace continues, I find myself in production mode--just getting stuff done. That's when all the tips kick in, making it possible to work through writer's block, holiday stress and vacation-time count down.

Not every story you write will be fun, challenging or even interesting. But clients still expect you to meet deadlines and deliver the same quality work. Production mode accomplishes that.

On getting paid

Writerfind.com reports that some companies are posting freelance writing "jobs" that pay less than 10 cents per word -- far from a professional rate.

This prompted a discussion in our independent comunicators' group about the low rates in industries such as  travel and tourism, where some writers write for free in exchange for comped rooms and meals. 

For those of you who want (or a willing to give) something for nothing, I submit this rant by prolific science fiction and screen writer Harlan Ellison. Hear hear! (Thanks for this, Molly!)