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Editorial calendars have been around as long as I can remember. As a copywriter, I love them! They give me insight into the customer, so I can produce pieces that truly work. They show me exactly what I am responsible for producing and put the entire team on the same page, so we don’t waste precious time reorienting ourselves in a topic discussion every time we need marketing material.

Don't think a content marketing plan is frivolous or a waste of time. It can substantially increase marketing and sales results.

Just do it! A content marketing plan managed by marketing and sales strategists is critical if you want results.

Today’s ravenous digital content demands require a souped-up editorial calendar. We call it the content marketing plan. This plan is heftier than our old editorial plans and more important to the success of marketing.

But it doesn’t always get done. And that’s a problem, especially for copywriters and designers who can’t do their jobs correctly without it.

So, let me get on my soapbox for a minute… Read more…

Posted by Kindra On May - 13 - 2015 0 Comment

There are a lot of things about being a copywriter that get on my nerves. The business is always changing, for example. When folks got serious about marketing on the Web, we copywriters had to begin thinking in terms of smaller bits of copy and headlines with numbers in them, whether we thought it was the best way to reach an audience or not. Sigh. In our age-old struggle with designers for equal territory on the page, we had to concede to briefer copy, because people browsing online are more likely to scan than read.

Since the advent of the Web, somebody has kept moving our copywriter cheese (do you know about that book from the 80s?).

The latest change for copywriters is the need to transform from craftspeople into combined craftspeople and content strategists. It’s not enough anymore for someone from marketing to tell us what objectives to meet. We have to engage our brains, analyze the audience, pay attention to what other writers are doing successfully, and recommend a “plan.” Used to be, the only plan we had to create ourselves was an editorial calendar based on a marketing plan someone else created. Read more…

Posted by Kindra On April - 28 - 2015 1,048 Comments

It's okay now for copywriters to be themselves in marketing and communications.

I should be ashamed to show my wrinkles, but I’m not. It’s a part of me, and it’s now cool in the marketing world to be oneself, as long as you are still professional.

When I began freelancing full time eleven years ago, it wasn’t cool to be different. I struggled with that, because I tend to be an upstart when it comes to communication.

The quirkiness of my personal brand helped me sometimes, but I made myself create a website and client communications that conformed with what people expected from a professional copywriter. Back then, what they expected was a professional  writer who did not stray into the unknown. They were more comfortable with a conforming brand.

It is still important to give people what they expect, but changes in the marketing world have made quirkiness more acceptable–even desired. Read more…

Posted by Kindra On April - 19 - 2015 532 Comments
Traveling while working requires dependable, tested technology.

Take time to think about and plan for the intangible challenges of working on the road.

Working while traveling can be a challenge mentally, emotionally and logistically. With planning, you shall overcome!

There’s something special about being on the road, whether for business or pleasure. It gives you new ideas, makes you question and update your motivations, adds energy. But there are logistical, mental and emotional challenges involved in working on the road–I know this after traveling for the past three years more than half of each year.

If leaving your town by car, boat, train or plane is part of your work at any level, the things I’ve learned might help you avoid the intangible dangers travel can present to your business. Read more…

Posted by Kindra On November - 14 - 2014 625 Comments

I hate to admit it. My energy level is easily swayed by new stuff. I hope it

New desk, writing business

Funny how a new desk can energize you and get you out of a writing rut. It reminds me  I have other ways to energize my work  every day.

doesn’t mean I’m headed for a shopping addiction. Probably not. It’s human nature, right? A fresh new outfit helps us make a leap of faith in ourselves. We feel more confident and find ourselves smiling.

It’s the same with business. As a business owner, I worry. I fret. I push. I get in a rut. I lose the energy and hopefulness I felt when I first began my writing business. I refuse to believe I can’t resurrect that feeling. Recently, I did in fact do just that–with a new desk. Read more…

Posted by Kindra On January - 6 - 2014 1,057 Comments

During my trip to Canada, I traveled along the Icefields Parkway, where there exists a thing that stretched several assumptions I had about the world–time, space, function and even enterprise. (By enterprise, I mean the businesses associated with this phenomenal natural feature in the Canadian Rockies). I’m talking about the Athabasca Glacier.

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Read more…

Posted by Kindra On December - 10 - 2013 2,557 Comments

Sometimes people don’t want to talk about it, but if you are growing a small business you are going to have discouraging days. And, yes, I’m having one of those days, and that’s the reason I’m writing this post. I’m going to share it here to get it out of my system, and also hopefully help anyone else who is having a discouraging day with their business. If today isn’t a discouraging day for you, perhaps you can keep the following short list of trigger actions to help you next time you do have a discouraging day. Also, if you have any additional suggestions, you could share them here to help all of us! Read more…

Posted by Kindra On November - 20 - 2013 534 Comments

When I crawled into the back of my Jeep last night to go to sleep, I noticed a brightish light shining though the skylight of a Class C motorhome a few spaces away. For a split second I was jealous. Those people had enough head space to stand up!

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They were giving something up too, though. Agility, for one thing. I can take this Jeep on the back roads…when there are back roads to take. I don’t have as much to pack and unpack. The down side, of course is that I can’t take as much with me.

Read more…

Posted by Kindra On September - 15 - 2013 1,106 Comments

The kids and I performed for more than 10 years at Renaissance Faires, bookstores, private parties, museums and other places as members of the Irish and renaissance band, How Now. We won awards for our costumes and our all-out support of the events at which we performed. I always told the kids, when it comes to costumes and performances, details count. Take a little extra time to make the details of accessories and props as authentic as possible, and people will notice.

As I wander down Canadian Highway 1, stopping off each night to camp–sometimes in traditional campgrounds and sometimes in odd spots where I have to worry about the authorities knocking on the window–the thought crosses my mind every day that details are even more important when you’re camping and writing. Read more…

Posted by Kindra On September - 5 - 2013 957 Comments

When I’m traveling, I split my attention between those things that relate to writing and marketing and those things that are just pure travel. I love to travel. I have a million things to tell you about what I find out here in the amazing wild blue yonder. But I also want to maintain my focus on writing. I also love writing, and I plan to spend the rest of my life supporting writers and providing exceptional messaging for businesses all over the world.

So, if you are interested in the pure pleasure of travel, please visit me at roadworkwriter.wordpress.com, for stories about the people and places I meet. And a few tips for traveling well next time you get out and about. Such as ways to pack the back of a Jeep, so you can sleep in it. How to keep track of your glasses on the road (not easy). And what to do if you suffer from the dreaded TD (traveler’s you-know-what: diarrhea). Exciting, I know.  :)

Posted by Kindra On September - 1 - 2013 642 Comments

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