The following was updated and adopted from a hired-speech I gave to a group of 50 portfolio CEOs and senior partners in June 2015 at the headquarters of NEA, the world’s largest venture capital firm.
Since 2005, I’ve written for half of the top 20 U.S. media publications and dozens of Fortune 100 companies as a featured contributor, branded storyteller, and retained content advisor. In that time, this is what I know for sure: marketing is the way you let people know you exist. Content marketing is the ongoing explanation for why they should care.
As a discipline, content marketing (or brand journalism, executive editorial, and thought leadership) is important, because it allows companies to persuade highly-informed buyers in an increasingly noisy world. Not only is it the fastest growing marketing strategy in recent years, it’s also the most effective for supplying search demand, engaging target audiences, enabling messaging, and satisfying the buyer’s need to read and inform themselves before making a purchase.
What surprises people most that engage me? Here are the top five: Continue reading…
Courtesy New Line Cinema
“Hi, human. I sell this thing (in my case writing) for a living because I believe in it. It’s benefited myself and others you may know. Are you the right person to pitch? If no, do you know someone who is? If yes, is now a good time?”
I’ve been writing full time for 10 years now. Much of that time, if not half of the time, is spent asking people if I can write for them. In that sense, I’m either a writer who knows how to sell, or a seller who knows how to write.
Either way, I’ve followed the above pitch for the last decade. I don’t know if it’s the best sales approach, but it’s worked alright for me, and it’s one I feel is the most respectful.
Know a better way?
As someone who’s written hundreds of articles for fancy publications, I’m often asked the best way to land free publicity.
Outside of knowing when you have truly have something that’s noteworthy and knowing which audiences are most likely to find your something relevant, my colleague Josh Steimle recently wrote about the subject for Entrepreneur; specifically how to get great PR in 15 minutes per day.
Josh was kind enough to interview and quote me in the article. This is what I said: “Indirect PR pitches are the best way to increase your chances of a media placement. Rather than talking about yourself, explain a larger trend that might interest the journalist or publication you’re pitching, complete with stats, anecdotes and data.
“Your contribution should be only part of the story. Doing so not only makes the press’s job easier but demonstrates greater objectivity, further increasing your chances of a placement.”
In my experience as someone being pitched, that approach leads to a lot more placements.
Since we’re on the subject, now go watch Ace in the Hole, All The Presidents Men, State of Play, and Spotlight—all good if not remarkable movies on journalism.
I haven’t read George Orwell‘s six rules for writing since 2005, the year I started blogging and freelancing for Aol. Today Sarah Stanley reminded me of them, and I think they’re tops. Tops, I say!
- Never use a metaphor, simile, or other figure of speech you are used to seeing in print.
- Never use a long word where a short one will do.
- If it is possible to cut a word out, always cut it out.
- Never use the passive where you can use the active.
- Never use a foreign phrase, scientific word, or jargon if you can think of an everyday English equivalent.
- Break any of these rules sooner than say anything outright barbarous.
Numbers 2–5 have served me well in my career (i.e. concise language that everyday humans can understand). I’m guilty of number one, however. When on deadline adages accidentally spill sometimes.
I’m mixed about number six. Although admitedly the more noble thing to do, snark, harsh criticism, and emotional writing helped me find an audience early in my career. It’s cheap but it works. Maybe four out of six is good enough.
Because gratitude is scientifically proven to boost our happiness, the good people at Highbrow explain how to write a gratitude letter:
Close your eyes and think of someone who did something important for you that changed your life in a good direction but who you never properly thanked. It could be that you’re really grateful to a teacher who inspired your love of acting and who persuaded you to try for drama school when everyone else was dead set against it. Maybe you’d like to thank your boss or a colleague for helping you with a particularly tricky project at work. Or perhaps you choose to write a friend who helped you through a tough time… Describe specifically what they did and what influence it had on you. Let them know what you are doing now, and mention how you often remember what she did.
Twentieth Century Fox
When I was nine years old, I saw Big starring Tom Hanks. It’s a movie about a boy doing young-at-heart things in a grown-up’s body. That and being employed to have an opinion on (i.e. review) toys.
At the time, I thought it was the coolest movie ever made. I still think it’s pretty darn cool.
In reality, my work as a writer over the last decade is not unlike protagonist Josh Baskin’s. I get paid to have an opinion and ask a bunch of questions. I tinker with ideas, learn from those who are smarter than me, and slay the dragon of misinformation with research as my shield and a keyboard as my sword. Continue reading…
I recently finished Highbrow’s excellent 10-day course on inventions that changed the world.
In keeping score, half of the cited inventions quickened the sharing of information (writing, printing press, telephone, personal computer, internet). A third hastened our transportation (steam engine, automobile, airplanes). One marginalizes or maximizes physical dominance, depending on who owns more of it (gunpowder). And the last one lengthens our days (light bulb).
Interestingly, every one of these inventions involve some element of speed. The speed of a bullet. The speed of light. The speed of travel. The speed of knowledge. That’s why the world moves at an increasing rate. Our greatest inventions all involve speed.
Even this century’s greatest inventions largely involve speed. How fast you can get new or old music to your ears (iTunes, Spotify). How fast you can get answers to questions (Google). How fast you can connect with friends and family (Facebook, SMS). And how fast you can see the latest cat videos (YouTube).
Of course, many of these inventions involve size, frequency, and power. But when it comes to bigger, stronger, better, and faster—always bet on faster. It’s the future. And it’s likely what the “next big thing” will do more than others.
Hemingway aboard his boat off the coast of Cuba (1950)
As compiled by Highbrow:
- “The best way to find out if you can trust somebody is to trust them.”
- “The world breaks everyone, and afterward, some are strong at the broken places.”
- “I like to listen. I have learned a great deal from listening carefully. Most people never listen.”
- “Happiness in intelligent people is the rarest thing I know.”
- “I drink to make other people more interesting.”
- “As a writer, you should not judge, you should understand.”
See also: My review of Old Man and The Sea
Howard Gossage was revered for his copywriting skills
Most people don’t know the difference between copywriting and editorial copy. I write the latter, which is generally understood by plebians as long-form “magazine articles.” The former is short-form and widely used in advertising and marketing to persuade someone to buy a product or influence their beliefs.
In any case, I usually don’t copywrite in a technical sense. I sometimes get asked to but usually decline. Unless, of course, Nike asks me to, which they did last year. Here is that story. Continue reading…
courtesy frank bourassa
What a story. What a character.
Wells Tower writes for GQ: “Frank paid a few visits to the U.S. Secret Service’s website, which, handily, offers an in-depth illustrated guide to serial numbers, watermarks, plate numbers, and all the other fussy obstacles to the counterfeiter’s art. ‘I thought, if I’m going to do this, I’ll go big or go home.'”
At the turn of the decade, the Canadian ended up printing more than $200 million in twenty dollar bills — an elephantine amount compared to most counterfeiters. “If he’d printed a measlier number of millions, he would have lacked a big chip with which to bargain for his liberty,” explains Tower. “He would certainly have been jailed longer. In other words, had Frank not gone big, it could have been quite a long time before he’d have been free to go home.”
Superb read. I highly recommend it.
courtesy: snow family
I don’t remember everything I read this year. But excluding short-form literature, these are the books and essays that impacted me most: Continue reading…
I’ve been working my way through some of history’s best-rated science fiction novels. And “no,” I don’t distinguish sci-fi from fantasy.
Overall, I find the technical language of books such as Hyperion, Shockwave Rider, and others with ridiculous covers—the kind Gentlemen Broncos makes fun of—too distracting to enjoy. Reading them feels like work. It’s almost as if the author wants me to decipher or decode the language before understanding it. It’s why I abandon many of these books, including The Hobbit. After all, I read to enjoy or educate myself—not learn a fictional language.
When they’re not using overly technical and distracting language, sci-fi novels often finish in confusing or unpoetic form, as is the case with Ender’s Game, an otherwise clever book. Now, I haven’t completely given up on the genre. I still have Dune, Starship Troopers, 10,000 Leagues Under the Sea, A Hitchhiker’s Guide to The Galaxy, and others on my list.
My faith in the genre skyrocketed today, however, after reading the first chapter of Planet of the Apes. It’s one of the best opening chapters I’ve read of any genre. It’s so captivating, I dare any imaginative mind over the age of 10 to read the first chapter and desist. It’s humanly impossible. Try it yourself if you don’t believe me, for free even.
That’s how you pull someone into a novel. Bravo, Pierre Boulle.
UPDATE: After finishing the book, I now regard Planet of the Apes as masterpiece literature—from beginning, middle, to the very ironic ending. Five stars out of five.
I don’t like academic writing. It’s mostly nonsense.
A few years ago, I said as much to my father who works in academia. Despite my insensitivity and lack of tact, I stand by my belief. Not because I’m incapable of admitting when I’m wrong. But because academic writing’s verbose language, impersonal tone, and dispassionate delivery ultimately fail to engage readers.
In other words, “Academics are really good at writing books that only academics will read, but they’re not very good at making anyone outside of academia care,” says Jared Bauer, co-creator of Thug Notes, in an interview with Huffington Post. “Teaching isn’t easy, so I’m not trying to shame teachers for not trying more radical approaches to literature education,” he adds. “But at the very least, I hope (our) show makes teachers realize that a student won’t volunteer their attention. The teacher must seize it.”
As I debated with my father that day, for writing to succeed, it must capture the reader’s attention. If it doesn’t, the writing won’t get shared, influence can’t happen, and the opportunity to learn is squandered, even among scholars. There’s no point to that kind of writing other than to serve as a reminder of how not to write. Continue reading…
I got an unexpected royalty check from Denmark last month. Apparently some Dane liked one of my stories enough to make a bunch of copies for their organization to read. In route through foreign and U.S. copyright law, the specific story and organization that used it were lost unfortunately. But I’m grateful just the same — for the recognition as well as compensation.
Five years ago, I “pivoted,” as they say in business. I went from writing feature stories primarily for top 20 news media to writing features stories for Fortune 500 companies as an embedded journalist and content advisor.
Landing a new client typically goes like this: They like my pitch and ask for more info. I send it to ’em. We talk. They like what they hear and think I can grow their audience with a fresh voice.
Over time, however, some of those clients let that voice rot. Continue reading…
I don’t know the scientific name, but I’m one of the lucky creatures that possesses an insatiable curiosity. As such, I use the Internet not only for work-related and entertainment purposes; I use it to satisfy every conceivable whim I encounter within my immediate environment on any given day.
For example, I often ask myself, “I like this song—I wonder where this band is from?” Or, “What other films has this director made?” Within seconds, Wikipedia has the answer. Last week, I overheard someone mention the country of Chad—a mystical place in west Africa. “Why haven’t I ever heard of this place?” I thought to myself. An hour later—thanks to Google—I was entrenched in all things Chad and was prepared to write an introductory discourse on the republic to attentive undergrads.
But as with all things in life, too much of anything is unhealthy. Except for maybe air guitar, chocolate cake, and dancing. But I digress. The trouble is we’ve reached a point with personal technology that it is so accessible, so immediately gratifying, and so demanding that digital indulgence is no longer just affecting information junkies like me. It’s affecting everyone. Continue reading…
A long-time Smooth Harold reader — and by long-time I mean four days — writes:
Dear Smooth Harold,
I’m looking forward to the book you’re writing, but your fans want to know: What technology are you using to write a book about life/tech balance?
Yours in blogging,
Hi David. I’m writing the book in iA Writer. I’ll also require electricity to turn my computer on, an internet connection, and working plumbing. Does that answer your question?
As for the book, I’ll be launching a website, newsletter, and maybe even a podcast soon with sample chapters and the process I’m going through to ensure the book gets maximum visibility (i.e. the best agent, publisher, and distributor my idea can buy). So stay tuned. And by that I mean keep refreshing this page every 30 seconds for the next several weeks.
Thanks for writing.
If there’s one writing habit I simply adore, it’s seeing a writer use “back in” when referencing previous years or months.
For example: “Back in 1845…” or “Back in December.” In such instances, the leading “back in” solidifies my otherwise horrible sense of time. Without that “back in,” I’d be completely lost.
Just today, reading a cryptic “In 1997” left me utterly confused. Since I have no concept of past, present, or future tense verb usage, I wasn’t 100% certain the writer was referencing history.
Worse is when a concise writer references a previous month without the oh-so-enlightening “back in.” After all, it’s not like the reader can assume you’re talking about a previous month, especially since you didn’t also reference a year. Case in point: Is “In July” talking about past July or next July? It’s ambiguous. I mean, next we’ll be asking writers to say “next” when referencing the future. It’s unheard of.
So remember writers: Never assume a reader understands chronology. As such, always say “back in” when referring to the past. It’s not wordy or presumptuous at all.
“I don’t read novels. I’m a novelist, but I don’t read. I don’t like reading. I love comics. I love reading comics. I can still read comics and write… But I come from a TV background.”—Gears of War 3 writer Karen Traviss, via Tom Chick
Nice to hear. For a while there I thought high-profile video games would start hiring writers who liked reading. Talk about dodging a bullet.
I often read the following: “the tragic death of so-and-so.” I don’t mean to be insensitive, but when is death not tragic? Loss of life is always tragic, right, so why dilute the adjective? Agree, disagree? Should writers call death “tragic” or just call it “death”?