You can’t turn on the television, pick up a newspaper or go online today without hearing something about the economy and how sales are down across nearly all industries, in all markets and in just about every niche.  I hear similar complaints from people who get in touch to see if I can help them with their Website content, marketing copy or just to do a little strategizing.

The thing is, a number of my clients refused to accept the status quo -they weren’t willing to sit back and watch their businesses be destroyed.  They wanted new strategies.  New marketing and sales approaches.  A new way of connecting with their clients and customers.

And they were very satisfied with the resulting jump in sales and profit margins.

So what’s our “secret sauce” that’s sending sales into the stratosphere?  Actually it’s not that much of a secret.  It’s all about understanding the latest trends, paying attention to what your customers are saying and doing – and figuring out how to give them what they want right now.

For example… Read the rest of this entry

What exactly does a ghostwriter do – and how can they help me write my book? This is a question I get asked a lot by people who want to write a book, but aren’t sure they’ve got the time or ability to write it themselves.

You probably already know that writing a book and becoming a published author is one of the best ways to create credibility, build your brand and establish your expertise in your niche or industry.

But writing a book is hard work. And if – on top of writing your book -  you’re also busy running a business or a practice, or doing other things, you might not have the time and energy required to devote to writing your book alone.

Which is why so many people – including professional authors, celebrities, business professionals, speakers and coaches routinely hire the services of a professional ghostwriter.  (Did you know?  Hollywood uses more ghostwriters than the entire book and newspaper industry… combined!)

When you hire a ghostwriter you’re adding an expert to your team – someone who’s on your side, understands the process and can help you turn your ideas into a completed manuscript – listing you as the author.

My job as a ghostwriter is to take care of all the details of your book – to take the big idea you have, the chapter titles you’ve struggled with, your outlines, all the beginnings you’ve struggled with, the endings you’ve probably changed so many time… and help you create a finished, polished product… One that engages, empowers and excites your readers.  (In other words, it’s my job to make you look brilliant… to showcase your expertise and position you as “the” expert in your industry or niche.)

Here’s What a Ghostwriter Does Read the rest of this entry

If you’re thinking about launching a new product or service, or you want an idea of how to position your products or services, or even if you want to find out more about who your ideal clients are, there’s nothing like doing some hands-on marketing research to get those answers.

Market research can also provide critical information about the buying habits, needs, preferences, and opinions of current and prospective customers.

While there are many ways to perform market research, here are my favorite five basic methods: surveys, focus groups, personal interviews, observation and field trials. The type of data you need and how much money you’re willing to spend will determine which techniques are best for your business. Read the rest of this entry

Whoo hoo! This is a position I’m very excited about. If you don’t know it yet, you’re in for a very pleasant surprise – because Phenomenal Magazine lives up to its name!

Our Publisher, Gina McGowan Cade is someone to watch – she’s got a big vision for Phenomenal that I’m thrilled to be a part of.

This means that I’ll be looking for a stable of travel writers coming up soon.  (If you’re a member of the Writer’s Business Academy, the announcement will be posted in the student’s center.

I’m working on the editorial calendar for the travel section, and we’ve got some really exciting things coming up!  Stay tuned for more!

I was watching a spoof of a spy movie with my guys the other night, and one of the good spies said to the bad spy “I could tell you, but then I’d have to kill you…” and I started thinking that for some businesses, that’s exactly what their sales process is like.  A big secret that’s on a “need to know” basis – and apparently, they don’t think all their employees “need to know”…

The problem with that approach is, something is going to get killed all right…

Your profits.

When it comes to the message you want your customers to get, it shouldn’t be a secret – especially not from your employees – any one of whom could be the “first point of contact” with a customer.

If you want to make more sales, more often… If you want happy customers who go around telling everyone they know how wonderful you are…

If you want to build a brand that endures over time, an unstable economy and in spite of what your competition does…

Then one of the most important things you can do is to make sure that every single employee understands your sales message, your products or services, and your sales process… And they need to be able to answer any question, problem or concern your customers might have along the way.

Here’s why that’s so important… Read the rest of this entry

I spent about an hour on the phone this morning, talking to a woman who’s launching her new book at the end of the month. A friend of mine asked me if I could do a little consulting, to help give her some ideas for promoting her book.

This is one of those things I love doing, partly because I love the way the energy and excitement starts flowing during the brainstorming process.

But the other reason I love it is because I’m good at it.

I’m not sure if it comes from the days when I worked for a variety of nonprofit organizations and we had to design special events – and the publicity campaigns that went along with them – on little or no budget, or if figuring out ways to get positive publicity is just one of my strengths, but either way, helping clients get the publicity they need, want and deserve is a whole lot of fun!

Take today’s session for example… We came up with a solid strategy for her to sell several thousand books – very quickly and with little effort… Read the rest of this entry

If you’re not using your emails to your prospects, customers and clients as an opportunity to start a conversation, you’re losing more than money.  You’re also losing an opportunity to create an on-going dialog where they tell you what they like – and don’t like – about your brand, your products and your services.

And you’re putting your business’s good name at risk – because any time there’s a problem, if your customers don’t think you’re listening to them, they’ll happily go out onto the Internet highway and tell as many people as they’re connected with to stay away from you.

The good news is, it’s not that difficult to turn your autoresponder program – and your emails – into a two-way dialogue  that  ends up building a better relationship between you and your clients.  The first thing to remember is the copy itself. Make sure you’re using the right “voice” – it needs to be authentic and real and, even if it’s written by a copywriter, should make each person reading it feel like you’ve written it just for them.  Keep your emails conversational and interesting.  Let a little of your personality show through.  Let people feel like they’re getting a look “behind the scenes” from time to time. Everyone likes to feel like they’re part of the “inner circle” – and the more special they feel, the more trust and loyalty you’re going to inspire – and the better relationship you’ll be building. Read the rest of this entry

If you’re in business selling products or services to customers in the U.S., chances are you offer some kind of sale or promotion during three three major holidays – Thanksgiving, Christmas and Easter.  Maybe you also include Halloween and New Years.

But what about the other holidays, special occasions and recognized national or international days or events? Read the rest of this entry

If you’ve never used a ghostwriter before but you’ve got an idea for a book, a screenplay or other project in the works, you may be wondering if you need one – or even want one.  Chances are you’ve got some questions…

Are You Worried Because You’re ‘Not a Writer’?

You’re very good at what you do… Maybe an expert even… And no one knows their way around your niche or industry exactly like you… But you don’t consider yourself a writer… And the thought of having to sit down in front of your computer screen and write 280 to 300 pages of text gives you the willies… And you think you’d rather have a root canal with no anesthesia than have to figure out how to organize all the information into readable, interesting sentences, paragraphs and chapters…

Working with a professional ghostwriter means you’ll create a professional, well-written manuscript – a product that you can be truly proud to put your name on.

And even if you are a writer… and you’re writing outside your particular area of expertise or genre, think of the advantage of having an experienced, published writer on your team, helping you to organize your thoughts and give you the added assistance you need to create a fabulous book that showcases you in the best possible light.

Do You Have Really Excellent Spelling and Grammar Skills?

One thing Mrs. Peterman (5^th grade English Teacher) got right when it comes to writing your book, manuscript or screenplay – spelling and grammar are vitally important.

Whether you’re writing a fiction or non-fiction book, potential agents, editors and publishers are all going to be going over your manuscript with a fine-toothed comb – and spelling and grammar errors are big No-No’s.  Simple mistakes make you look incompetent.

Hiring a professional ghostwriter means you don’t have to sweat the small stuff like commas, apostrophes and double negatives.

Do You Want to Have to Try Writing Your Book or Screenplay or Project All Alone?

It can be tough – really tough to have to sit in front of your computer every single day and, and find the time to write your book.  Many of my clients tell me they dreaded it, and many of them complained of ending up with a bad case of Writer’s Block (which I understand can be compared to having a bad case of food poisoning.)  Why put yourself through that kind of mental and emotional torture when you don’t have to?

Hiring a professional ghostwriter means your project is worked on and completed with enthusiasm, passion and sheer enjoyment – plus… when all’s said and done, you still get all the credit, adulation and praise… and why not? You deserve it!

Do You Have a Deadline or Other Time Constraints?

If you’ve got an idea for a book, a screenplay or other project and time is an issue, hiring a ghostwriter can take the pressure off you – especially if you’ve got a business to run, a family to take care of, or other things gong on in your life.  Hiring a ghostwriter also means you’ll get your project finished on time and on schedule.

Isn’t There Just Something Else You’d Rather Be Doing With Your Time Than Spending It Chained to Your Computer?

You know, one thing I’ve learned is that life is short.  And we just never know what’s going to happen.  So unless your favorite thing to do is sit down in front of your computer, staring at a blank piece of paper (or little flashing thingie on your computer screen that looks like a piece of paper)… Why waste your time doing something you don’t know how to do, and don’t want – or need to learn?

Hiring a ghostwriter means you get to do the things you want to do, and love to do, and spend more time with the people who are most important to you… And still know that your book, screenplay or project is getting done on time, and is being written the way you want it written – and it will still be your book when it’s done.

So, if you’ve still got questions about what (tedious, mind-sucking) services a ghostwriter can provide for you, and how cost-effective it really is, please feel free to send me an email and let’s set up a free half-hour consultation – there’s no cost or obligation whatsoever, and I’m happy to answer any questions you want to throw at me!

But what it boils down to is… Why NOT hire a ghostwriter for your next project?