Author Archives: Dalya Massachi

Ten Reasons My Dog Amigo Was a Great Writing Coach

Photo by Susan Freundlich

[Dalya’s Note: This guest post was written by Elizabeth Seja Min who will be a Special Guest on the 9/4 Writing Wednesdays call. She is the founder of SOLVII®: Secrets of Leading Very Important Ideas.]

Raising support for work that makes a difference is a people-centered journey. It’s about connecting. And remembering that connection across the span of time is necessary for a difference to actually take hold.

How can we make that connection in a written case for support? The kind of connect that touches the whole self, moves people to fresh conclusions, and inspires action? Part of it is how we come to the work as writers and how attuned we are to whom we are writing.

My dog Amigo was a great coach on this matter:

1.    He stayed with me through agonizing writer’s blocks, laying on my feet under the desk, completely non-judgmental.

2.    He unmistakably responded to emotion with emotion, and lived for emotional connection.

3.    He took in information delivered in plain language with no jargon, and short sentences that signaled action, such as, “Let’s go on a walk!”

4.    When exploring a new space, he habitually “set the scene” by circling the perimeters.

5.    He did not balk (much) about following pragmatic, daily practices: eat, nap, walk, play, snack, sleep, repeat.

6.    He listened to me read my writing out loud, over and over.

7.    He experienced all through the realm of the senses: nose, eyes, ears, paws, tongue, belly.

8.    He was highly attuned to the sixth sense, which I describe as “total soul.”

9.    He was first and foremost interested in what shows up in the present moment.

10.    He stayed curious, all sixteen and a half years of his life.

Webinar on 8/22: Thinking About Hiring an Independent Editor? Start Here!

editorYou’ve worked on your manuscript for what seems like forever. And you’re finally ready for some professional editorial feedback. But where do you begin? What can you expect in terms of process, time, and money? And what kind of editor is right for you?

 

We’ll answer these questions and more, as we explore:
1. What independent editors do
2. The most important things to look for in an editor
3. How to get the most value out of work with an editor

Webinar participants can download free checklists to help navigate the waters.

Please join us Thursday, August 22 at 10:30am PT (1:30pm ET)! Sign up HERE.

The Hierarchy of Content Needs: A New Model for Creating and Assessing Content

Pyramid

[Dalya’s Note: This guest post by Hilary Marsh was originally published on July 9, 2013 on SiteImprove. Hilary Marsh is Chief Strategist and Principal at Content Company, a Chicago-based content strategy consultancy.]

Psychologist Abraham Maslow developed a theory of human motivation that he called the hierarchy of needs. As explained in the Economist, “Needs in the lower categories have to be satisfied before needs in the higher ones can act as motivators. Thus a violinist who is starving cannot be motivated to play Mozart, and a shop worker without a lunch break is less productive in the afternoon than one who has had a break.”

The same philosophy can serve as a model for creating new content or assessing existing content. Content that successfully meets the higher-level, strategic needs of the audience and the business also needs to succeed on the lower levels shown above. Each level in this hierarchy will probably have different degrees of priority depending on whether the content is a blog post, a video, news release, etc.

Following Maslow’s lead, the description of this pyramid starts at the ground level and works up from there. It’s worth noting that these are building blocks, and NOT intended to represent a linear process. You need to consider each of these levels before, during, and after you create content (or as you assess existing content).

1. Accurate

This is the foundational baseline, the food/water/shelter level for content.

  • Is it factually accurate?
  • Is it grammatically correct and free of typos?
  • Has it been entered into the CMS correctly?
  • Do the links work?
  • Does it have metadata?

The good news is that there are tools that can help with this. Many content management systems include spell-check tools, and there are also external tools (such as Siteimprove) that do this. In fact, the benefit of using tools for these foundational elements is that the people involved in creating and managing the content can focus on the remaining aspects of the content hierarchy.

2. Necessary

This addresses whether the content needs to exist at all.

  • Is this content unique on the site? Unique on the Web?
  • Is it topical and timely?
  • Is it relevant to the audience?
  • Is it appropriate for the business to share?
  • Is it required for the audience to know?

3. Authentic

This addresses whether the content is (and should be) from our organization. For some organizations, this will consist only of original information; for others, their content will include analysis of others’ information (known as “curation”).

  • If it is original content, is it created in our brand voice?
  • If it is curated content, is the original source attributed and our analysis clearly identified?
  • If it contains an executive byline, was it actually written by that person?
  • Are we providing the context/analysis/perspective that only we can offer and that will help our audience use the information?

4. Effective

This is about promotion and measurement.

  • Does the audience know that this content exists?
  • Do other internal content creators know about it?
  • What is the size of the target audience?
  • Do we have a goal and a call-to-action for this content?
  • Do we have a plan for achieving that goal? (Editorial calendar for promotions on our site, on social media, in our e-newsletters, etc.)
  • Will we measure how many people have seen/heard/used this content? Will we know who they are?

5. Strategic

This is the pinnacle of the consideration pyramid. It addresses why the organization is creating and publishing this content now.

  • What business goals does this content help achieve?
  • What user needs does this content meet?
  • Does it have a lifecycle for reviewing/renewing/expiring it?
  • What do we expect this content to help us accomplish?

Organizations, make a decision to publish content or keep it online only when it works on all five of these levels. Content that works at the highest level is truly ready to succeed.

Are You Listing All the Benefits You Offer? (Part 2)

[Dalya’s Note: This is an excerpt from my award-winning book Writing to Make a Difference: 25 Powerful Techniques to Boost Your Community Impact. Today we pick up where Dalya left off in Part 1.]

lady benefitsIn Part 1 of this article, we discussed both tangible and intangible benefits that your organization provides.  Now I want to ask you: How can you find out more about your constituents’ intrinsic motivations for being involved with your organization?

We know of many ways to gather this information, including simple focus groups, surveys, and observation (see HERE). In the process, you may discover benefits of your service or product that you had overlooked. For instance, constituents may be using your work in ways that you were unaware of. You can then integrate your new knowledge into your growing reader databank.

Once you have some clarity about their relevant needs and interests, you can tailor your messages to emphasize the benefits that are most meaningful. Identifying and promoting the benefits of your product or service also help to further establish your organization’s brand. That is, the benefits you offer should align well with your intended image in your readers’ minds.

cautionCAUTION

Sometimes your readers will be very interested in the specific features of your service or product, and somewhat suspicious if you only focus on benefits. If that is the case, respect their need to know and give them the data they need to make up their own minds. Explain how and why the features of your organization’s service or product can lead directly to the benefits your readers might seek. This situation exemplifies the importance of knowing your readers.

bonus tipBONUS TIP

What if you know your reader is comparing two or more similar products or services with similar benefits? In that case you may want to talk about individual features that set you apart from others. Chances are good, though, that if you can identify a particular set of benefits that you alone can offer, the relevant features will help back you up.

Remember that not all your readers will come to your work as individuals. Some of them will represent other organizations, and may have slightly different concerns.

Ask_yourselfAsk yourself: What benefits would they need to be aware of to make a case for engaging with you? And what would hold them back?

All of these concerns should be on your mind as you write for these intended readers.

Example

Let’s say that your reader works at a funding institution or an organization that works in a field closely related to yours, and is concerned about the issue or challenge your organization addresses. Then, she stumbles upon your document.

She would be interested in learning about your work in terms of benefits to her and her organization, such as how it will:

  • Fit with her overall mission and strategic direction
  • Work in conjunction with other things she already has or does
  • Help her fulfill her responsibilities to her community
  • Help her avoid a negative outcome
  • Make her look good in the eyes of her supervisor, colleagues, and/or stakeholders

bonus tipBONUS TIP

Interestingly, many marketers have found that people will reward you if you slightly understate, but then over-deliver on, your promise of features or benefits. If your readers are pleasantly surprised, they will come back for more.

 

Are you listing all the benefits you offer? (Part 1)

[Dalya’s Note: This is an excerpt from my award-winning book Writing to Make a Difference: 25 Powerful Techniques to Boost Your Community Impact.]

lady benefitsYou probably have noticed that most people who get involved with community-benefit organizations like yours are not looking only for a material benefit to themselves. Sure, they may be interested in the tangible things you can offer them. And they obviously value the work you do in your community. But they are also interested in the psychological and emotional benefits they can gain because of the nature of your work.

This fact defines socially responsible organizations, and you should take it seriously. It can help position your work in the forefront of your readers’ minds.

Your organization’s vision and mission will point you toward uncovering the many unique benefits you offer your clients and customers. For more about how to use your mission in that way, see Chapter 11, “Spotlight your mission repeatedly.”

To start you down this path, I have listed some sample types of benefits, both tangible and psychological/emotional, that your organization may offer to different constituencies. In the list below, I have divided constituents into two categories, but they may overlap at your organization. The asterisks denote benefits that appear in both categories. See how many apply to your work or to any particular aspect of it. Of course, your particular organization will offer many others.

Tangible Benefits

  • A convenient opportunity, despite their hectic lives, to make a difference in their community
  • A chance to serve as a community resource—to share their good fortune or give something back in a way that matters to them
  • Small gifts or subscriptions
  • Special recognition for their involvement or accomplishment
  • Tax deduction or rebate
  • Access to unique expertise that addresses a key problem in a socially responsible manner
  • Environmental sustainability
  • Interactions with other people with whom they share values, beliefs, concerns, and struggles
  • New skills and/or understanding
  • Preparation for the future
  • Improved health and well-being
  • Risk or cost reduction
  • Safety for family, friends, or community
  • Time savings

Psychological/Emotional Benefits

  • A sense that they are part of a winning team that is making the world a better place
  • Feelings of being kind, generous, trustworthy, helpful, important, conscious, and contributing citizens
  • Improved morale, excitement, or inspiration
  • The knowledge that they are doing their part to solve a problem that directly or indirectly affects them
  • The knowledge that they are empowering themselves and others to make their own decisions
  • Increased confidence
  • Feelings of personal dignity

Keep these factors in mind when you are trying to understand your readers (that is, “get inside their heads”). If your written pieces acknowledge and support these needs in your readers, you will be on the way to instilling a sense of your organization as an important part of their lives.  You can do that by naming these benefits whenever they come up, or at least implying their presence.

Examples

1) A wealthy donor is interested in contributing financially to his community on a global level, but is unclear about how to go about it. Let’s say that your organization is involved in international work focusing on women and girls, and you want to reach out to this reader. How would you do it?

In a letter to him, you would touch on the benefits—both tangible and psychological or emotional—that he would receive from investing in you and your partners overseas. Depending on what you know about the person, you may mention things like:

  • Your organization hopes to offer him the opportunity to make a difference in the lives of women and girls around the world by partnering with the experts on your team
  • Your organization has a great track record of success stories
  • His generosity now is a way for him to “give something back” and “do his part” by empowering others and helping prepare them to join our global community
  • By joining your circle of donors, he will be able to meet regularly with others who share his commitment
  • Your organization is a registered nonprofit and all gifts are tax-deductible

2) Your organization’s products—t-shirts made of organic cotton and sewn in factories certified to be sweatshop-free—display award-winning local artwork that is silk-screened by a union shop using soy-based inks. Your prices are competitive with other high-quality t-shirts that sport none of these special features.

I am sure you can name several of this product’s many benefits for the individual consumer, the community, and the environment!

(See Part 2 of this article: HERE)