Want to Avoid Burnout? Champion Something Alongside Money.

A common thread of discussion among freelance medical writers and those with full-time employment more generally is burnout. Although chronic, work-related exhaustion is hardly a new phenomenon, it is an increasingly common issue in the United States. Researchers at Indeed estimate that 52% of all workers are feeling burned out, which represents a 9% increase from a previous survey conducted before the onset of the COVID-19 pandemic (1). Some culprits for this spiraling crisis are readily apparent. Since 2020, the U.S. dollar has lost around 22% of its purchasing power, according to official government statistics, while wages for workers have comparatively lagged (2). This widening gap has exacerbated a longstanding cost of living crisis that is depressing family formation, straining Americans across generational lines, and fueling widespread pessimism about the future of the nation (3).

In recent years, accumulating data additionally suggest the emergence of a white-collar recession, which is driving further angst and discontent in educated circles (4). Just this year, Microsoft eliminated 8% of its workforce staffing its gaming division. Tesla cut over 10% of its workforce in April. Citigroup plans on slashing 8% of its workforce by 2026 (5-7). Other notable cuts from a growing list of large companies can be viewed here (8). One of the most important consequences of these layoffs, besides lowering the morale of those left behind, is the increased workload often experienced by remaining employees (9). Unable or unwilling to take on the responsibilities of those laid off, many workers understandably seek an exit from the corporate world in search of proverbial greener pastures.

This phenomenon may, in part, explain an influx of freelancers into fields such as medical writing. Although opportunity still abounds in this field, it is undergoing a period of upheaval with the emergence of artificial intelligence tools. An increasing supply of medical writers and improving artificial intelligence tools are potentially dual, deflationary forces that could depress wage growth into the future. As such, it seems that nowhere – corporate or freelance – is quite safe. This blog post cannot cover all the causes of worker burnout and stress, nor can it precisely determine the extent to which these factors contribute to this crisis. However, it can provide some insight on a likely suspect for burnout that can be uncomfortable to acknowledge: yourself.

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According to leading psychologists, the ability to delay gratification consistently is one of the single greatest predictors of future life success in children (10). That said, this trait in excess among the industrious and intelligent is arguably one of the biggest contributors to burnout. In pursuit of a vaguely defined, better future, many people overwork and naturally forgo what is needed to be happy in the present. Such an imbalance is strongly perpetuated by prevailing cultural attitudes towards work in a capitalistic society. Overworking, in contrast with gambling, drug abuse, and other vices, is celebrated extensively in many forms of American media and is socially acceptable, at the very least (11). To be clear, not all forms of hard work taken to extremes are intrinsically bad – society itself is advanced by the efforts of passionate, brilliant people who drive innovations across all sorts of industries. Many esteemed professions, including medicine and law, also necessarily entail long hours. These cases aside though, “busyness” in my observation is too often conflated with success despite its potential to lead to burnout.

So, how can someone escape burnout, exactly?

To escape burnout, we have to confront its root causes. Overworking, in many cases, originates from the latent self-esteem issues or relational deficits that people have (12). Unfortunately, many individuals who provide for others do so without thanks, and a place of employment transforms into an unlikely refuge and a source of external validation. For others, working excessively is a form of escapism that enables people to avoid bad spouses, partners, parents, roommates, and family. Instead of quitting a bad job and finding another role, which is a valid but overused piece of advice, I would invite men and women experiencing burnout to think deeply about other stressors that may be driving them to overwork. Sometimes, it is the job and it needs to go, especially if the unifying thread of all your thoughts and conversations with others is how bad your manager or company is. Other times though, the culprit is ourselves and not confronting the people in our lives who take more from us than they return in kind. Mending these relationships or dissolving them entirely if they cannot be salvaged can solve burnout and set people on the path towards a much more fulfilling life.

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As someone who has been a self-employed writer for over five years, I have realized that the burnout that I have experienced was a largely self-imposed state. Unlike others, I do not have a nagging wife or some friend that sparks a deep insecurity in me and inspires me to overwork. Rather, I fell into the blind pursuit of making more money without thinking deeply about why I wanted it, and I lost sight of ways to work smarter instead of harder.

In my case, it took nearly dying to understand what living was all about.

On March 4, 2021, I was the victim of a hit-and-run car accident while driving north on Interstate 95 in Topsfield, Massachusetts. As my car spun from the collision across two lanes and into the wired median barrier along the highway, I didn’t have my life flash before my eyes. For what I thought would be the last moments of my life, I felt a sadness that is difficult to describe – the closest approximation in words that I can muster is a kind of wistfulness that one would feel over never having the chance to do all the things you loved in the past. In that span of a few seconds, I also felt an anguish at all the things in the future that I had not yet been able to do and all the people I would be leaving behind.

When I opened my eyes and beheld the shattered windshield before me, I was absolutely dumbfounded that I had not become a part of a tragic statistic. Uncomfortably numb but still tethered to this world, I quietly exited out of my wrecked vehicle, only feet from the road facing oncoming traffic, and stood silently awaiting the police. Three kind drivers, who had witnessed the impact as it occurred, pulled over and kept me company and called for an ambulance. Somehow, I escaped physical injury and was able to leave the scene in a tow truck, but the trauma of that late afternoon lingered in my mind despite my efforts to ignore it. As I laid my head onto my pillow that night, I managed to not have a single thought about my work for the first time that I could remember. Rather, I thought about spending more time with family and friends and doing activities that made me happy. Such actions are precisely the experiences that most people on their deathbeds say they wish they had done more of in their lives.

With the wisdom of the departed at the front of my mind, I successfully escaped burnout as a freelancer in the year after my accident by setting an ambitious personal goal. Critically, this goal had absolutely nothing to do with money. For those seeking to have similar success, I would advise you to make sure that this goal is tied to an endeavor that is productive instead of consumptive; it is even better if it has some sort of social element to it. A productive activity is one with intrinsic benefits to the one doing the activity and potentially to other people. In contrast, a consumptive activity is exactly as it sounds and entails passively taking in a form of entertainment without resulting in significant personal change. A productive activity requires skill and dedication; a consumptive activity requires neither. Because nothing is really ventured with the latter, nothing can be gained beyond a break from work or other life stressors.

I have found over the last couple of years that when I am in pursuit of an ambitious goal, I do not have much time to dwell in the inevitable frustration that accompanies work from time to time. In fact, to transform an aggressive personal goal from a dream into reality, I have to make conscious decisions to avoid excess exhaustion. It is precisely these decisions that I make each day that establish the groundwork for sustainable business success and prevent burnout from ever returning to the extent I had experienced it a few years ago.

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With the company and support of a mentor, I returned to recreational running after abandoning my training during the COVID-19 pandemic. After hardly surviving my first mile out on the roads of suburban Massachusetts, I made an internal resolution to run a 5k again. It would have been easy enough in that moment to have been content with a goal time slightly under 30 minutes, but for younger, able-bodied men, this is not a completion time that is too difficult to achieve. Thinking back to my days as a student at St. John’s Prep, I recalled my classmates who ran well under 20 minutes in the 5k (3.1 miles). With the higher standards of my former classmates in mind, I resolved to run one in under 25 minutes to start.

After a year of casually approaching this goal, I managed to beat this time by 5 seconds.

So, what was next? I shifted the goalposts. In my case, as a recreational runner, I shifted the goal time down another minute.

At this point, I noticed that my modest weekly mileage was not enough to descend another minute. In running and weightlifting, gains come quickly before coming much more incrementally. Making those smaller, subsequent gains requires a much larger effort and a sort of tenacity that many people struggle to develop. To ensure my continued progress, I went outside of my comfort zone and hired a personal trainer – something that I once dismissed as a needless expense – and found that the company and guidance was well-worth the investment. By having structured times for training every week, I restricted the time that I could blindly allocate towards work. This reduction forced me to be more selective as a freelancer and to exercise more forcefully one of the best and sometimes forgotten aspects of being a self-employed writer – choosing your own clients. Refreshing my client roster in the last year was something that was overdue and a task that I would not have attacked with urgency had there not been a clear reason to do so. To break the inertia of everyday life requires a powerful force. Make that force your physical, creative, or spiritual betterment.

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Just last month, I met my second goal and ran a 5k time under 24 minutes. My next goal is so simple that you could probably guess it easily – it’s taking another minute off so that my 5k completion time is under 23 minutes. Achieving this time would place me in the top 10% of men overall, which is not a bad place to be for someone who got winded doing less than a third of that distance just two years ago (13).

Of course, there will eventually come a point where I will not be able to run a 5k race much faster despite my fullest efforts. However, what is nice about running is that there are many worthwhile goals to set after maximizing speed over a single distance. I could try running the 10k or a half marathon. I could even aim to run a race in all 50 U.S. states over the next 50 months. Finding a sense of fulfillment from my recreational running has helped build my self-esteem, enriched my personal relationships, and has opened the door to lifelong friendships with people who share this interest.

If you think running sucks and sounds unfeasible, I understand. Everyone is obviously different. If it is not the right productive activity for you, then I would implore you to find something that helps you build a better body, a sharper mind, or sense of self. Pick something and commit yourself to being, if not the best, then among the better who do that activity.

I want to close by stating that I consciously did not say to champion something else other than money in the title of this blog post. Ultimately, for better or for worse, money is a widely adopted barometer for success, and some amount of it is needed to lead a comfortable life. However, I would invite anyone reading this blog post to reflect deeply on the many ways success can be defined. In Chapter 10 of her book, Write CME Roadmap, Alex Howson nicely observes that “success can be measured and celebrated in all sorts of ways... the books we read, the relationships we nurtured, and the time we took for hobbies, family, and relaxation.” (14) If you are conscientious enough to escape the trappings of materialism and greed, you are free to live a life full of riches that can never be taken from you.

References:

1: Kelly J. Worker burnout is at frighteningly high levels: here is what you need to do now. Forbes. https://www.forbes.com/sites/jackkelly/2021/04/05/indeed-study-shows-that-worker-burnout-is-at-frighteningly-high-levels-here-is-what-you-need-to-do-now/. Updated April 14, 2022. Accessed December 9, 2024.

2: Desilver D. Prices are up in all U.S. metro areas, but some much more than others. Pew Research Center. https://www.pewresearch.org/short-reads/2024/10/07/prices-are-up-in-all-us-metro-areas-but-some-much-more-than-others/. Published October 7, 2024. Accessed December 9, 2024.

3: Stone L. Higher rent, fewer babies? Housing costs and fertility decline. Institute for Family Studies. https://ifstudies.org/blog/higher-rent-fewer-babies-housing-costs-and-fertility-decline/. Published October 11, 2018. Accessed December 9, 2024.

4: Shefchik C. Six-figure job market faces ‘white collar recession’ as LinkedIn reports 26% drop in engineering roles. Yahoo Finance. https://finance.yahoo.com/news/six-figure-job-market-faces-151536711.html/. Published November 25, 2024. Accessed December 9, 2024.

5: Carpenter N. Microsoft laying off 1,900 Activision Blizzard and Xbox workers. Polygon. https://www.polygon.com/24050311/microsoft-xbox-activision-blizzard-layoff/. Published January 25, 2024. Accessed December 9, 2024.

6: Hull D, Bloomberg. Tesla will cut over 10% of its global workforce - some 14,000 employees - in face of slowing EV demand. Fortune. https://fortune.com/2024/04/15/elon-musk-tesla-cut-10-percent-global-workforce-14000-employees-slowing-ev-demand/. Published April 15, 2024. Accessed December 9, 2024.

7: Napolitano E. Citigroup to cut 20,000 jobs by 2026 following latest financial losses. CBS News. https://www.cbsnews.com/news/citi-layoffs-2024-20000-job-cuts-jane-fraser/. Published January 12, 2024. Accessed December 9, 2024.

8: Corrall C, Stringer A. A comprehensive list of 2024 tech layoffs. TechCrunch. https://techcrunch.com/2024/12/04/tech-layoffs-2024-list/. Updated December 4, 2024. Accessed December 9, 2024.

9: Elzinga D, Lavoie A. Research: the long-term costs of layoffs. Harvard Business Review. https://hbr.org/2024/10/research-the-long-term-costs-of-layoffs/. Published October 9, 2024. Accessed December 9, 2024.

10: Doebel S, Michaelson LE, Munakata Y. Good things come to those who wait: delaying gratification likely dose mater for later achievement (a commentary on Watts, Duncan, & Quan, 2018). Psychol Sci. 2019;31(1):97-99.

11: Peppercorn E. The toxicity of American work culture. The Michigan Daily. https://www.michigandaily.com/opinion/the-toxicity-of-american-work-culture/. Published August 30, 2022. Accessed December 9, 2024.

12: Aziz S, Zamary S, Wuensch K. The endless pursuit for self-validation through attainment: an examination of self-esteem in relation to workaholism. Personality and Individual Differences. 2018;121:74-79.

13: Nikolova V. Compare running finish times [calculator] - 5k, 10k, half marathon, marathon. RunRepeat. https://runrepeat.com/how-do-you-masure-up-the-runners-percentile-calculator/. Published March 1, 2024. Accessed December 9, 2024.

14: Towson A. Write CME Roadmap. Tilt Publishing; 2024.

Loving Yes More Than Hating No

Few words can wound our fragile egos more than “no.” When those two letters are strung together, it can instantly extinguish the visions that we had dreamt for our future. It can hurt so much, in fact, that people structure their entire lives to minimize the times they ever have to hear or see this dreaded word. As much as it hurts to admit, I held a “nothing risked, nothing lost” mindset often in the past and avoided situations wherever there was a chance of significant failure. Although I would have never admitted it then, my diffidence was the product of a potent fear – the fear we feel when we imagine what others will think of our failures. What I had not grasped was that the safety I often felt by not trying something new had a high price felt further into the future. My punishment for not pursuing something back then is sometimes wondering today what could have been had I found the courage to go after what I had sought. Being haunted by hypotheticals, I can attest, is not much better than feeling regret over the mistakes we make in our lifetimes.

In psychology, the phenomenon of overestimating how much others notice aspects of our appearance or behavior has a name: the spotlight effect. This source of social anxiety is understandable, as John Barth once quipped that everyone is the hero of his or her own life story. That said, if everyone is preoccupied as the main character in their own narrative, it follows then that they do not have very much time to fixate on the failures of other people. Most people in our lives, with the exception of the extraordinarily petty, are simply not going to care that much about your failures. As hurtful as this reality may sound, it is actually quite liberating. In life, experimentation and growth necessitates an acquired comfort or indifference to the word “no.”

People will not remember how many times you heard no – in fact, it’s almost impossible for them to know that number in the first place. What they will recognize and respect over time is the number of times people said “yes.” This secret of sorts is something that the best salespeople understand intuitively as a virtue of their much-maligned profession. If strangers read through my LinkedIn inbox, they would see hundreds of short, unanswered messages I wrote to people as I networked and built a freelance writing practice. Not only are those messages increasingly insignificant to those recipients with each passing day – they’re little inquiries that hold no sway over my mood on a day-to-day basis. Why? Because some people eventually said “yes.” Like everyone else, I am busy fulfilling the obligations that come whenever we answer “yes” to the many opportunities we receive throughout life.

Another matter to keep in mind is that “no” has different meanings depending on the context. In human relationships, a “no” from a potential love interest can prove pretty sticky and rather tough to reverse. In business, “no” can very much mean “not yet.” Chris Voss, an accomplished FBI hostage negotiator and author of Never Split the Difference, argues that “no” is an essential first step to arriving at “yes.” Instead of feeling deterred by an initial rejection, successful negotiators retrain how they respond to “no.” In actuality, the word can serve as shorthand for thoughts like “I do not understand,” or “I need more information.” Perceiving “no” in such a way blunts the immediate, visceral pain the word can evoke; it is very often the opening to productive discourse. In this way, we learn far more when we hear “no” than when we hear “yes.” Abraham Lincoln, the 16th President of the United States, famously appointed his rivals to his Cabinet after winning the 1860 Presidential Election. His selections, explained at greater length in Doris Goodwin’s Team of Rivals, were rooted in his desire to ensure that the country benefited from his rivals’ perspectives – even as they clashed with his own. This decision helped President Lincoln effectively lead a nation torn asunder by war.

To close, it is important to remember the power of an abundance mindset. Although this statement at first glance sounds like a new-age, touchy-feely platitude, it is actually the key to softening much of the emotional blow that “no” can reliably deliver to the heart. Successful people in any area of life, from business to romance, are often in positions to make choices and routinely receive validation from many sources. One problem with our imaginations is that it is far too easy for us to tether our conception of success to the approval of a single entity. These entities, I may add, often only have as much power over us as we grant them through our preconceived notions. In reality, there are many potential sources of almost anything we seek in life; we simply need to find the strength to walk away from one and approach others on a more consistent basis. A little flexibility regarding where we find fulfillment and positive feedback can go a very long way in the game of life. I cannot say for certain what makes someone great, but I do know that may people find success when their love of yes surpasses their hatred of no.

Specialize? Generalize? Synthesize.

After developing some skills, new freelancers need to determine the sorts of work that they will actively seek from clients. To this end, it is often helpful to evaluate the risks and benefits of being a specialist or a generalist. A specialist, as the term implies, identifies a niche earlier and conscientiously cultivates expertise in a domain by only accepting relevant projects. In contrast, the generalist maximizes opportunities for paid work and experience by tackling any kind of assignment available. Like many other matters in life, favoring one approach over another incurs a tradeoff, with each strategy having a distinct, opposing set of advantages. Before explaining how to synthesize these approaches, it is worth considering the privileges and challenges of the specialist and generalist.  

The Merits & Pitfalls of Specialization

The greatest asset of a specialist is arguably a sense of identity, which in turn helps these professionals command higher rates in their field of choosing. Credentials and experience inspire immediate confidence in prospective clients and will convince them to eventually extend opportunities to work on more lucrative, significant projects. Although long-term earning potential probably exceeds that of the perennial generalist, the newer specialist can also be susceptible to droughts in work. Aggressive marketing and sales efforts can often cut the duration of such dry spells, but they remain a distinct possibility in narrow fields or ones replete with talented competition. As such, freelancers should perform extensive market research on a field before devoting time and resources to specialize in it. Their investments can be wasted if core skills lack transferability into another niche.

The more static nature of work performed by specialists simultaneously serves as an advantage and disadvantage. Cultivating familiarity with a defined set of projects makes it easier to establish a professional working rhythm, but it can also lead to stagnation. To determine the degree to which such stability is good depends largely on personality. In my experience, the comfort conferred from this sense of structure generally exceeds the cost of boredom that can come from working off of templates. Having access to templates and mental shortcuts makes it easier to cut the time needed for projects, which allows a freelancer to accept more work and increase his or her earning potential.

The Strengths & Weaknesses of Generalization

The greatest advantage of a generalist is rapid growth, which confers its own sense of stability and confidence. By not discriminating at all among types of assignments, competent generalists will very likely avoid the sorts of droughts possible with specialists occupying small, esoteric, or competitive fields. Furthermore, generalists may discover multiple compelling disciplines and get a better sense of what they like and dislike quickly. Specialists who restrict their opportunities early in their career may deprive themselves of exposure to other exciting forms of work they may enjoy.

The disadvantages of being a generalist are largely the converse of the advantages that specialists enjoy. By working as a jack-of-all trades, generalists may struggle to command the same high rates as a specialist in a given field. Projects may also require more research upfront if the format or topic is new and unfamiliar to the freelancer. Decreased project efficiency, which arises from lacking shortcuts, further limits earning potential.

Achieving Harmony & Synthesis

Although tese two approaches may appear mutually exclusive, it is possible and advisable to combine both to enjoy the benefits of both strategies. As an example, I specialize in medical writing but generalize by exploring the different disciplines available, like promotional writing and medical education. In doing so, I can explore a sufficient range of issues, continually learn, and identify areas that may be more interesting to work in the future. A good rule of thumb for applying this synthesis in other contexts is that what you do should be specific enough where someone can describe what you do in a few words, but broad enough where you can always find something new. This hybrid model is probably transferable to any other line of work (e.g., graphic design, programming), although I imagine it would need to be modified to a degree to meet the circumstances unique to a given trade.

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Do you have an opinion on what works best, especially for the new freelancer? Let me know your thoughts, and I’ll be glad to amend my post and add the perspectives and experiences of other professionals!

How Not to Fail at Freelancing

Any writer without some business sense is destined to fail. To succeed with clients and enjoy a freelance career in writing, consider the following points:

1.      Client Diversity – Stability, Leverage, & Satisfaction

After building a strong portfolio, freelance writers should strive to secure a second client as quickly as possible. Such advice may seem a bit counterintuitive, as many newcomers may feel more inclined to fixate on perfecting their first few projects. Although satisfying the first client is an indisputable priority, it is only one of many keys to ensuring future success. Another core element of a thriving practice is business stability, which arises from cultivating a deep list of high-quality clients. One client can be pleasant and pay well in the present, but there is no guarantee that this source of work will remain this way in the future. Furthermore, points of contact at companies regularly come and go, and businesses can have equally capricious needs. Losing anything in life is much more tolerable when suitable replacements are ready to go – clients are no exception.

Critically, a second client also offers valuable perspective on how the first values a freelancer overall. Without additional viewpoints, freelancers will struggle immensely to ascertain whether or not they are being treated well by their first client. From a strategic perspective, clients that know that a freelancer is deriving significant income from them will eventually come to hold uncomfortable leverage in their relationship. Some may even knowingly capitalize on this imbalance and try to extract more for less. Sadly, this same toxic dynamic drives the misery of many employees slaving away for abusive employers worldwide. Avoiding and even reversing this relationship requires abundance. By having multiple clients to choose from on a regular basis, the freelancer actually holds the power by selecting who benefits from his or her collaboration. It is in the best interests of clients to treat those who excel at their craft with respect. Freelancers with a deficit in self-esteem would do well to remember that it is not always easy for clients to find people who are talented, reliable, and personable. By recognizing their value, good freelancers can equalize the field and derive the satisfaction they deserve from their work.  

2.      Project Diversity – Keep It Fresh & Fun

Although some may take comfort in doing the same work over and over again, I find that having some project diversity can help keep freelancing fresh. Cultivating new skills is also particularly valuable in a dynamic field like medical writing, where information delivery methods are evolving as rapidly as the content itself. As technology advances, so too will the formats used to disseminate information. In a changing world, writers with diversified skillsets will probably prove most attractive to coveted, high-paying clients. Beyond enhancing a writer’s appeal, project diversity can also help freelancers spontaneously discover a new focus for business that is either more fun, more lucrative, or even both. Over time, it is okay to pivot the orientation and goals of a business – what’s ultimately important is surviving and thriving. Monotony, at best, offers the lowest form of comfort and arguably sows the seeds of long-term discontent. Success in businesses large and small tends to come to those who are proactive instead of reactive. Mix things up and see how it can keep operations moving smoothly!

3.      Contracts – Always Use Protection

One of the greatest privileges of standard employment is the clear sense of structure conferred by companies. In good organizations, corporate policies and the scope of a position are well-defined, which simplifies the process of evaluating success. Such order can be noticeably absent in the interactions between clients and freelancers, especially if the latter fails to structure the working relationship. Although contracts can seem overly formal, do not engage any paid client without having one in place. This document, beyond protecting the client, protects the freelancer and will provide clarity on many matters that can cause uncertainty and stress (e.g., deadlines, compensation, etc.). In my experience, professional clients will not hesitate to sign an agreement or furnish a standard contract for freelancers. In fact, most will appreciate such professionalism and commitment to the work being done. Without one, realize that there is the risk of not getting compensated for completed work and having no legal recourse for abuses. Additionally, there is the possibility that the work performed will not be used in ways the writer had intended or approved. Take the time to draft contracts for every single engagement. The drudgery of filling a template out regularly is far preferable to the torment of resolving client conflicts in the absence of a binding agreement.

If a freelancer enjoys a more regular working relationship with a company, consider a master service agreement that encompasses multiple engagements done over time. Beyond outlining basic terms like rates, freelancers should also include a scope creep clause that prevents a client from mercilessly piling on additional work to any given engagement. When projects deviate significantly from the originally defined terms, freelancers have a reasonable right to request additional compensation to cover unexpected additions. Writers who proactively protect their time will protect their happiness, along with the relationships that they forged over time with paying clients.   

4.      Staggered Deadlines – Treat Yourself Right

If freelancers successfully cultivate a broad roster of clients, they will almost certainly have to balance multiple deadlines that overlap. Although the degree to which writers can control their due dates is rather limited, I have found it helpful to actively communicate timing concerns with clients. Point contacts with whom writers have built significant rapport will most likely understand a freelancer’s perspective and can often grant extra time for a project. That said, this flexibility often only exists when writers broach such concerns at the beginning of an engagement. Clients would much rather modify internal deadlines for projects at the start of a project than towards the end. Indeed, few actions can do more to damage a writer’s credibility with a client than failing to deliver work on a specified due date. To avoid being the bearer of such bad news demands good planning.  

The tantalizing prospect of collecting an additional rush fee for a project with a short turnaround time can prove tough to resist, but it is best to decline such offerings on a full schedule. Clients may feel fleeting disappointment when a project is declined by a freelancer, but they will become apoplectic if the freelancer accepts the job, botches it, and then demands a premium fee for the disaster. Preserving good relationships with clients should take precedence over a short-term boost in earnings; the reputation of a writer’s work is a precious asset that can be easily damaged. When determining projects to accept or decline, prioritizing the kindest, highest-paying, and most frequent clients is often best. That said, this advice must be tempered with the advice above regarding client diversity. For best results, start small with new clients. Such projects fit easily into a schedule and leave both parties with fewer bad feelings if the project does not proceed as smoothly as hoped. 

Your Sample is Your Spark

When I started my freelance medical writing journey, I did not fully appreciate the power of a free sample. At the time, fanciful ideas of working with a wide array of clients felt like a faraway fantasy. After a couple of months, however, the satisfaction of landing my first few assignments was replaced with restlessness. Although I was still grateful to have received those opportunities, the sample section of my newly minted medical writer’s website was as bare as supermarket shelf before a massive storm. In the eyes of prospective clients everywhere, I was still a nobody. Who would risk engaging someone without a record? As a novice writer-for-hire, I found myself in what can be a familiar bind. Every single word I wrote was confidential and remained the intellectual property of my clients. Consequently, the tantalizingly easy solution of uploading copies of my sold projects to the portfolio section of my website was unacceptable – unless I wanted to torpedo my practice before it escaped the figurative launchpad.

Thinking back to my training as an undergraduate research assistant at Georgetown, I reluctantly accepted the reality that I was going to need to write for free. Because I intended to work in continuing medical education (CME), it was immediately obvious to try my hand at writing a needs assessment. These shorter documents are generally seen as less lucrative projects in this subfield of medical writing, as compensation is lower and these assignments require writers to conduct research on what are often unfamiliar topics. That said, the demand for these documents is high among CME companies, as these persuasive, analytical pieces are key ingredients of educational grant applications. Moreover, they are often entry-level assignments for medical writers with no established relationship with a medical education company. During my training, I was told that I was willing and able to write convincing, winning needs assessments, I would become a coveted asset to my future clients.

With that goal in mind, I decided to write a sample needs assessment on multiple sclerosis. From a personal standpoint, I wished to write about this disabling neurological disease after my aunt died from the disease only a few months before. From a strictly strategic standpoint, the topic is exceedingly fundable. After reviewing research online on PubMed, I noticed that several treatments had emerged for the condition over the course of the last 2 years. Additionally, some scientific literature suggested that there remain many challenges in the diagnosis and management of patients with condition. Using that information, it became easy to justify the need for further education for physicians.

Structuring a needs assessment while writing for free can be challenging, although there are resources available to help with this task. To get a better sense for the process and format, I highly recommend enrolling in a commercial program like Write & Prosper’s How to Write Needs Assessments Like a Pro. This targeted, online course provides a framework for identifying gaps, writing learning objectives, and assembling a needs assessment from scratch. Although the course costs several hundred dollars, it may help to view it as an essential investment in yourself as a writer. An added bonus of the course is having the opportunity to correspond personally with the teacher. As a tuition-paying student, you can send Jennifer Gregg, PhD your sample, and she will provide substantive feedback for future drafts.

If your budget precludes enrolling in a degree program or an online course, you can ask an experienced CME writer for feedback. It’s unlikely that such help will be free, but purchasing one round of review is probably more affordable than an in-depth course or certificate program. No matter which strategy you pursue, I advise having a fellow medical writer evaluate your work before sharing it with a prospective client. Winning a professional colleague’s genuine approval can do wonders for your self-confidence and elevates the chance that your pitches will be successful.

To close, I would be remiss to not mention how transformative a single free sample can be for a freelance CME writer. After writing my first, publicly available needs assessment, I gained 3 new clients in the span of 3 months, doubled my earnings on a trailing 6-month basis, and more recently earned the privilege to write on larger projects that pay much more than needs assessments. To say that writing for free was the best decision I made in my early freelancing journey would be an understatement. If you choose to do so too, your return on investment will be nearly immediate if you can write well, pitch aggressively, and please your newfound clients. If you’re new to the field, make writing a strong sample needs assessment your first priority. You will almost certainly be astonished at how quickly and decisively fortune shifts in your favor.

4 Ways to Separate Your Business from the Competition

After a company survives its first few years of operations, priorities shift from getting customers to keeping and growing its clientele. While the Small Business Association estimates that half of businesses fail during the first five years, it’s easy for things to go south for an organization approaching middle age.  

For smaller organizations, stagnation is often attributable to a failure to differentiate from the competition. Business owners going through the motions of running their stores day-to-day are destined to forfeit market share to competitors that either outcompete or disrupt them entirely.

While it’s tough or even impossible at times to compete on the basis of price, a business can always make a better effort to improve customer relationships. Successfully forging and managing these over the years can help a business survive the driest of sales spells.

Here’s four techniques I’ve seen work for a small business entering its thirty-first year of operations.

1.  Handwritten Thank You’s & Tactical Direct Mail  

In an age where most communication is conducted online, it may seem aggressively idiotic to engage with customers using physical mail. It’s increasingly expensive to spend, takes time to assemble, and has dismal response rates. Right?

While the first two concerns levied are valid, the last is not always necessarily true. By sending mail that doesn’t scream “advertisement,” you greatly increase the chance that someone will take the time to open your letter and consider its contents.

In particular, people appreciate it when you acknowledge their support or patronage. “Thank you” are two words that people probably don’t hear enough during the day. As a result, it stands out when a business shows their gratitude in a sincere, personalized manner. 

For added customization, you can also consider addressing envelopes by hand for select recipients. In an ideal world, everyone gets this treatment – but you may not have the time or interest in doing this work for everyone. My recommendation is to provide greater levels of personalization for customers who spend above a certain threshold or were memorable in another manner.

You can also condition customers to welcome repeat mailings if you pair a thank you with a coupon that grants them a small discount on some of their favorite items.

While discounts and thank you cards can be digitally distributed online in a fraction of the time, bear in mind that most inboxes are inundated with messages daily. As physical mail volumes decline, it’s easier to stand out in physical mailboxes if you craft a distinctive direct mail campaign. 

2.  Recognizing customers online and in-person

In the perennial classic, “How To Win Friends and Influence People,” Dale Carnegie advises people to make people feel important. These days, there is no shortage of ways to accomplish this task in both the digital or physical realms.  

When you walk into my father’s store, you’ll quickly notice photographs nicely adorn every inch of wall not taken up by products. Each features a hot rod owned by a customer, often right after they’ve made a purchase at the store. While visiting the shop, I’ve seen longtime customers come in and search for their picture on the wall to make sure it’s still there.

When someone has a sense of belonging, they’re much less likely to stray from a brand unless you’re losing badly on price or another key factor. Why shop elsewhere when a company recognizes your role in its success?   

If your business lacks a physical location, it takes little effort to create a dedicated customers page on a website where you can feature satisfied clients. A little recognition online goes a long way for some people – it can give them the same excitement that a child might feel if he or she were featured on the local news.

To compound this recognition effect, consider hosting competitions on your social media pages. Competitions on platforms like Facebook can easily solicit participation when you dangle a small prize for people to win. If your brand is sufficiently established enough, the prize can be free (e.g. featuring somebody on your homepage for a week).

Of course, monetary incentives or product discounts are generally most effective, but you don’t necessarily need to use either every time. In fact, changing prize types is a good idea as it often changes the composition of competitors; it gives you an idea of who values what and which reward motivates the masses the most.

My father’s business has a customer base that’s rather tight-knit – many have gotten to know each other over the years at racing tracks. To capitalize on their camaraderie and competitive spirit, his competitions take the form of Facebook posts challenging followers to guess the car featured in a photo. The car featured almost always belongs to a customer, past or present. In fact, his source material is often the photos that he keeps on the wall in-store! Others were from his personal collection built over the years.

Seeing which customers engage online in these sorts of competitions will allow you to determine prime targets for direct mail campaigns, as suggested above. If they’re already interacting with your brand and company online, it’s likely that they won’t ignore a deal and thank you that you send to their mailbox.

It goes without saying, but good customers are one of the greatest assets to a business - doubly so if it’s small and growing. Satisfied clients will sing your praises for free and facilitate the organic growth coveted by all businesses. Don’t lose them.

Another great way to recognize people, should you see them in-person, is simply greeting them by name and remembering conversations.  Carnegie noted that there’s no sweeter sound to a man’s ear than his or her name. Keep that in mind when engaging them on the phone or through e-mail, too.

If your business has expanded to the point where you do not greet customers, make sure that those on your frontlines follow this advice.

3.  Seeking customer feedback on everything

The customer isn’t always right, but it’d be wrong to not consider their opinions as a whole when looking to implement larger changes to your business.

To make people feel important, regularly collect and value their input – even if it’s patently wrong. While you’ll sometimes receive suggestions that make little sense, you can also get some great insight sometimes for free while demonstrating a sincere interest in customers’ needs and wants.

If there are repeated issues that arise when people review your company, make a conscious effort to address them publicly and demonstrate how you are working to resolve them in a timely manner. Again, social media platforms are tremendous tools that allows companies to maintain open lines of communication when things go wrong. Use them!

As a shopper, I’m always impressed when a storeowner or company representative takes a time to address all reviews – negative and positive. Even if they don’t completely rectify the issue, I think companies get proverbial points for trying; many simply don’t care enough to ameliorate any bad situation.

Instead, they pad their business with fake reviews. Don’t engage in a slimy practice of this sort – valid criticism will eventually take its toll; you’ll have wasted your time with this sort of endeavor and will look fake in the process.

Just as transparency is rewarded, so too is deception punished.

Getting actionable feedback can be difficult depending on the industry. As a consumer, I’m generally not inclined to provide companies feedback even when a small reward is offered like a discount or free add-on item. A free donut or soft drink or taking a survey isn’t worth it – my time is worth more than $2 or so in goods.

If many of your customers share a similar mindset, consider gathering opinions in a more personal, targeted manner. Instead of attaching a survey at the end of every receipt, simply ask people in person – if you’re online, write them a personal e-mail.

Getting a message from the founder of a company or from an employee is often enough to get people to share a valuable thought or two. Feedback often arises naturally through dialogue, which is started more often by companies that care sincerely for customers.

If people give you a suggestion that works or is ultimately implemented, be sure to thank them – the second point in this post (recognition) can often open up chances to get feedback.

4.  Delivering consistently

Integrity. Quality. Cutting-edge.

For better or for worse, businesses seem to draw from a narrow list of trite adjectives to describe their core values. That said, a common one of these descriptors is actually key to making a business thrive.

Consistency. 

Very often, customers you’ve treated well will reward you by returning. What a company chooses to do when that person comes back is what separates the good from the bad. Organizations in decline will take this repeated patronage for granted, whereas their better counterparts will meet this chance for another sale with the same zeal they gave previously.

Associates at my father’s store over the years implicitly follow a process that predictably leads to the best results for customers. While it’s hard to distill every ingredient for this success in a sentence, winning a sale often comes down to the following:

• Product Knowledge

• Good Questions

• Honesty

In their own ways, my father’s colleagues and associates on the floor wove those three aspects into a customer experience that was almost always positive – even if the store didn’t get the final sale.

Believe it or not, some customers who were recommended to go elsewhere eventually came back when they needed something the store. When asked why they came back, many say it was because they appreciated honesty and clarity in every interaction.

Beyond providing reliable customer service, it’s also imperative that goods delivered or services rendered match customer expectations.

Expectations are elevated when you’ve already demonstrated competence, so there’s a small margin for error when dealing with repeat customers. View each returning buyer as another rock in your foundation – as an opportunity to cement your brand in your community and beyond. In my life, I’ve found that getting to the top isn’t the hard part.

It’s staying there.

5 Common Problems with Business Websites

In an age where commerce is increasingly conducted online, few business owners dispute the importance of building a website. That said, a substantial number of organizations project an air of unprofessionalism by failing to refine their digital presence.

In particular, small business owners are particularly susceptible to several pitfalls because they lack the time or talent to avoid them.

While larger companies have bigger budgets to build a compelling online presence, their smaller counterparts can still take steps to address some serious, unforced errors. Taking the time to tackle these issues one by one can pay dividends and will give your organization an edge over ones that fail to do the same.

As a content writer, here are the six most common problems that I encounter when looking to revamp content for small and medium sized businesses.  

1: Taking Too Long to Load

According to Google, 53% of mobile browsers will abandon a website if doesn’t load within three seconds. In their report, “The Need for Mobile Speed,” researchers analyzed more than 10,000 mobile Web domains and discovered that mobile sites loading within 5 seconds earn up to twice as much mobile ad revenue.

When compared to sites that take 19 seconds to load, faster sites also enjoyed 25% higher ad viewability, 70% longer average sessions, and 35% lower bounce rates.

These findings from 2016 largely align with my experiences as a member of a younger generation accustomed to instant results. Given that speed has become a given, slow sites unfairly or not appear antiquated and shoddily constructed.   

To avoid these perceptions, consider improving your hosting plan and employing a minimalistic design. Strongly think about using a dedicated hosting over shared hosting, as the latter becomes increasingly untenable as a site grows in size and popularity.

A minimalistic design is also easier on the eyes and doesn’t overwhelm people, who are only so willing and able to process so much information at any given time. Use images and videos selectively and optimize them for viewing on the Internet. Tools like Photoshop, Gimp, and ImageOptim can compress and crop pictures to cut down on file size.

By comparison, walls of text won’t slow your site down as much, but less is still more. Depending upon your business, it may be better to consolidate detailed information into documents that can be downloaded from your site. Downloads are also easily tracked, so an added bonus of this arrangement is gaining insight into prospects most interested in your products and services.

2. Not Optimized for Mobile Viewing

The ubiquity of the smartphone has unsurprisingly led to a seismic shift in Internet usage habits. In 2018, a slim majority (52.2%) of all web traffic was generated by mobile phones, up from 50.3% the previous year.

While this figure has dipped slightly in 2019, it’s unwise to design a site that loads poorly on phones. Most prospects will not take the time to view your website from a desktop computer; they will simply seek a competitor who’s already taken the necessary steps to win their business while on the go.

Google has an aptly named tool available here to assess the degree to which a website is mobile friendly. The feedback provided in the output pinpoint the precise issues that cause pages to load poorly.

Commonly, websites appear awkward on mobile devices because they were designed before the ascendance of mobile browsing. If problems are too numerous with a current site build, consider starting from scratch and using user-friendly DIY solutions like WordPress or Squarespace. Templates and plugins with both providers are generally mobile friendly and developers abound with expertise with both should you wish to outsource this work.

Efforts to make sites snappier and more responsive generally make them better suited for mobile viewing – be sure to consult with a web designer and SEO experts for the best results.

3. No Call to Action

Some sites successfully take care of the technical details like speed and mobile-browsing, only to stumble on the basics of communication. Perhaps the most common error is neglecting to add a clear call to action.

Websites should strive to serve as more than digital landing pages – capitalize on the attention of a customer or prospect by inching them closer to a sale. If you don’t sell products online, clearly and prominently post contact information and compelling reasons to engage with your business.

Taking my own site as an example, I provide a succinct description of the primary service on the homepage along with a prominent “Hire Me” button that links to a contact form.

For e-commerce sites, consider generating a sense of urgency by borrowing tactics that have always had historical success like sales and limited time offers. A clear navigation system and search bar are indispensable, as are relevant images and product metadata.

Indicating a limited number of items in stock has personally gotten me to pull the proverbial trigger on purchases several times and leverages our psychology. People hate missing out on things and can better justify a purchasing decision in the present if they believe that option won’t be around in the future.

Also consider incorporating product suggestions on product pages to pick up ancillary sales. Simple as the idea is, many simpler storefronts fail to emulate this strategy – one among many that helped propel companies like Amazon to the forefront of e-commerce. The easiest customer to sell, as experienced salespeople will tell you, is the one you already have.

Finally, if you have customer e-mail addresses, a reminder regarding an abandoned cart cannot hurt your cause. At worst, it goes ignored. At best, it closes another sale and bumps your conversion rate up, which then improves your return on investment.

4. Riddled with Errors

Good looks never go out of style. Think of grammatical errors like acne – very avoidable aesthetic issues that can mar an otherwise beautiful appearance. With enough pimples, you can sadly turn off a lot of people who would otherwise be interested. Take it from a guy who experienced adolescence.  

If time is limited or writing is simply not your strong suit, there’s little shame in seeking the services of a talented writer and editor. These professionals, beyond helping your business realize its potential, are often familiar with best practices by competitors and can provide valuable, industry-specific insight.

While the cost of collaborating with a freelance writer may seem expensive, it pales in comparison to the cost of losing sales from those unimpressed with your website. As shallow as it seems to judge a page based on simple errors, it’s important to remember that a website is all some people have to form an opinion about you.

With so many options and so little time, the importance of a strong first impression has never been greater. Stakes today are certainly higher than in the past, but the potential to grow a business by marketing online is equally promising.

For a few laughs, take a look at some particularly awful typos compiled here in a blog post on HubSpot. Then, sincerely reflect on how embarrassing mistakes like these are for a brand – and think about what it’s like to be immortalized for not being able to spell.

Don’t be sloppy online!

5. Broken Links and Dated Content

To continue the appearance analogy, think of dated content like wearing clothes from forty years ago to a party where everyone else is with the times. While you’ll certainly distinguish yourself from your peers, your newfound notoriety will likely be negative. Similarly, new beats old on the world wide web.

Indeed, search engines like Google rank results higher when site content is consistently refreshed. Although this preference seems like a hassle or unfair, it’s logical. As a search provider, Google succeeds when it supplies searchers with content most relevant to their queries. Considering how often the world changes, relevance often means “what information is most recent.”

One way small businesses can leverage this trend is by curating a blog or distributing newsletters on a monthly or quarterly basis. Giving customers information they never thought they actually needed is terrific way to differentiate your business from the competition. Customers reward sincere effort and strong service with their continued patronage.  

As a site grows and evolves, it’s also important – perhaps essential – to ensure that the links still lead to the correct content.

Broken links are like doors that open into a brick wall; it’s a disappointing and sometimes frustrating experience for visitors to websites. Some will tolerate an error or two, but many will get discouraged and give up entirely on your site if they can’t find what they seek quickly.

If linking to external content, be sure to check if that information is still available on the linked website. Remove the connections if the material isn’t available anymore; you’ll save visitors to your site time and gain their appreciation.

Note that broken links should always be avoided internally, too. When updating your site, test and ensure that connections between pages behave as normally. Since your domain is perceived to be entirely under your control, web surfers will blame you if issues arise.

Finally, if you include a year in the footer of your website, make sure it’s the current year.

Conclusions

The key to succeeding online is seeing your website as an asset rather than a liability. Solid sites are hallmarks are modern, professional organizations – you’ll struggle to find one today that’s an exception to this rule. Part of their success stems from taking the time and effort into building a digital presence that complements their physical business. Of course, the process of designing and implementing a website can seem overwhelming. But every climb to the summit of a mountain starts with a single step. And for a journey of this nature, it’s a trek that can be done with the support of professionals and colleagues.

Consider enlisting friends and family with skills in these areas or recruiting freelancers to fill gaps. Independent web developers, graphic designers, and writers very often welcome more work and can provide quality results at reasonable price points. By delegating work to appropriate provider, you can devote your attention to other urgent matters that need solving.

As a professional business writer, I love working with small and mid-size companies with their communications. To learn more about my areas of expertise, click here. To reach out and collaborate, click here!

Article Update (October 2021)

A reader of Tech Write Plus’ blog, Karen Ferrer, was kind enough to share with me an excellent resource for entrepreneurs seeking a resource to help guide their business blogging activities. To see some of these insights, click here. Thank you for the additional resource!

The Seven Deadly Sins of Writing

With writing, it’s remarkably easy to discover what actually works.

To get why certain written pieces are effective, it’s helpful to look at what doesn’t work. Below are the seven most common ways that writers sabotage their messages with readers. Included are some samples of the sins and how to rewrite them away:

Sin #1: F-Orientation

Self-interest is universal, so ignore this principle at your peril.

Effective writers know their audience and always emphasize benefits (b) over features (f). To better understand this distinction, let’s consider readers of a financial newsletter devoted to retirement strategies.

A feature-oriented article states the facts. On the surface, such an orientation doesn’t seem problematic – until you start considering some startling statistics. A survey conducted by Empower Retirement found that 66% of respondents didn’t understand the meaning of “rebalancing investments” and 69% were unclear on the meaning of “asset allocation.”

When people become confused, they lose interest.

This unfamiliarity with financial terminology underscores a truth across all industries – people don’t care for the details. Excluding subject-matter experts, what people want to know is how your product or service helps them.

A common way to shift away from an f-orientation is to address readers by using “you” – the second person. Let’s continue this example by reading some copy that has an f-orientation and a b-orientation:

• F-orientation: MoneyGrow is a leader in the financial management application space because its proprietary algorithms consistently minimize capital risk. This novel system, backed by over half a billion dollars in venture funding, optimizes asset allocations, rebalances portfolios, and completely automates complex investment decisions that ordinarily is handled by trained experts.

• B-orientation: MoneyGrow is a new mobile application that helps you save and invest your money. It’s easy to use – and it effortlessly takes care of the details so that you can spend your time on things that make you happy! Our system minimizes risk and maximizes returns. You supply the funds and we make it grow!

Note that stark contrast between the two samples. The F-orientation also sins in other ways, which leads to the second item on our list.

Sin #2: Jargon

“Our business is infested with idiots who try to impress by using pretentious jargon”

- David Ogilvy, American business and advertising magnate

As a rule, the simplest way to state something is often the most elegant. While complexity is tough to avoid in some contexts, abundant jargon reliably alienates readers.

Jargon is particularly prevalent in technical and scientific communications, both of which are notorious for being inaccessible to the wider public. It’s not unreasonable to speculate that this sin may, in part, dissuade people from entering these fields entirely. As a rule, write for an educated audience that can understand concepts, provided that they are explained in terminology that’s widely accessible.

Sin #3: Length

“If I had more time, I would have written a shorter letter”

- Blaise Pascal, French mathematician

Writing concisely benefits the reader.

Rhetorical flourishes and fancy words are fun to show off as a writer, but they’re usually not appreciated when being read. At best, they’re unnecessary; at worst, extra language is redundant and can make authors look foolish. Consider the following passage:

“NeoFreon can be considered to be the most unique cooling agent currently known to man, as it is unlike anything else available on the market at the moment.”

This garbled mess clocks in at twenty-eight words, which isn’t unreasonable – the only problem is that the same idea can be better conveyed in only seven words:

“NeoFreon is a uniquely potent cooling agent.”

Phrases like “can be considered to be” can be removed entirely in favor of simpler, active verbs. The adjective “unique” implies novelty, so there isn’t a need to say “it’s unlike anything else available on the market.” Also, why close with “at the moment” when “currently” is used earlier in the sentence?

While these examples are extreme, extraneous language is common and always obscures your message. More importantly, it takes up room that can be devoted to information that matters to your audience.

Periodically, you will want and even need longer sentences for clarity and variety. Just don’t write more when less will suffice. The time and attention of readers is limited, and you have a brief window to win them over.

Sin #4: Disorganization

Form follows function.

Stated simply, the shape an object takes often tells you what it does. For example, cups have a handle so they can be held, along with an area that can reliably hold fluid.

Similarly, good writers organize information with the incentives of their audience in mind. A text that’s poorly organized often prioritizes less interesting material by placing it in areas of greater importance, like the headline:

“KJ Graphics uses latest software to complete incoming design projects”

Going back to our analogy, this headline is the equivalent of putting the handle over the top of the cup - it’s bad design. This information is valuable to some extent, but readers are probably only interested in learning about this feature after knowing about benefits. The best headlines are highlights that impress in isolation. That way, even if someone only reads your headline, they still know something valuable:

“KJ Graphics becomes market leader through unparalleled customer service”

People usually want what’s best for them, so they’re likely to read on and see how KJ Graphics became so successful. As they read, they can see that KJ Graphics uses the best tools to get jobs done quickly to please their clients.

The body of your text will vary vastly depending upon the objective, but it’s best to close with a point almost as strong as the opening hook. Then, while you’ve captivated the reader anew, capitalize. Have them do something concrete that advances your goal as a writer (e.g. subscriptions, call, sale):

“Now that you’ve heard about us, we want to hear from you! Give KJ Graphics a call today for your free consultation on how our agency can elevate your brand!”

While including this bit seems self-explanatory, it’s astonishing how often marketing materials neglect the fundamentals. Disorganized writing also tends to have gaps, so be sure that you include the basics like contact information in any marketing or promotional materials written for a public audience.

Sin #5: Irrelevance

It follows from the first sin that people won’t care about something if it doesn’t help them. That said, irrelevance can also manifest in the form of incongruity – that is, using language that doesn’t suit what’s being discussed. Consider the following advertisement:

“Sunny’s Solar Panels are sexy, sleek, and for the savvy eco-friendly homeowner”

Let’s start with something that I hope is true for everyone – there isn’t anything remotely “sexy” about solar panels. Quite truthfully, they’re sometimes an eyesore and people don’t exclusively buy them for their aesthetic. Do you know why most people buy solar panels?

They buy because they want to save money and help the environment in the process. With the end in mind, a better alternative may be:

“Sunny’s Solar Panels help you save money – and help the Earth when you buy”

With even more time, it’s likely that an even more compelling headline could be crafted. That said, these two samples nicely show how irrelevance can quickly derail your objective.

Don’t be needlessly sensational or overly creative. Something written with the audience, benefits, and end in mind will ultimately prevail.

Sin #6: Vagueness

While this piece has repeatedly emphasized the importance of benefits, it doesn’t mean that features or facts are wholly irrelevant. Effective copy and content alike is rife with well-stated facts that establish credibility and build trust in the minds of readers. When you’re short on facts, it’s easy to fall back on vacuous expressions.

Unsurprisingly, empty content won’t connect with people. It simply won’t resonate. Consider this simple sentence:

“The iPhone is one of the most popular smartphones in the United States.”

Objectively, it’s not bad. But what does popular exactly mean? A little specificity can spiff this line up:

“Over ninety million Americans use the iPhone – that’s four in ten of all smartphone owners.”

When writing content or copy, it’s invaluable to have all of the facts at your fingertips. Isolate and select information that lends itself to an artful expression – an expression that is crisp, memorable, and relevant to the audience.

Sin #7: Deceit

The psychology behind lying is a fascinating topic that is sadly beyond the scope of this post. That said, it’s fair to state that most people resent being on the receiving end of a lie. Internet clickbait tends to rely on hyperbole and half-truths to entice readers into viewing articles.

Then, after clicking, readers are sad to see the article fails to deliver on the promise listed in the headline. Or worse, it talks about something entirely different and wastes the reader’s time.

In the long term, having a reputation for overpromising and underdelivering will obviously hamper your ability to grow or sustain your operation. Don’t do it.

It’s a simple tip to follow, but you should strive to be honest when you’re writing. This honesty extends to academic integrity - don’t recycle or appropriate content that isn’t your own. Beyond offending the original content creator, you’ll look bad in the eyes of those who discover your theft.