What’s on the iPod: Little Boxes by Walk Off the Earth
I had something unusual yesterday – a really good day. Okay, maybe it’s not that unusual, but I’m enjoying beyond belief this article I’m working on. The topic — strange risks companies have to deal with. So far, I’ve talked to Procter & Gamble about Troy Polamalu‘s hair (insured for $1 million) and a UK coffee company, which has insured its coffee taster’s tongue for $13.78 million.
And people wonder how I can love writing for trades. What’s not to love about stories like those?
I was thinking about that as I was writing – how much I get into my work. I’m not writing things that are sexy. I mean, can you think of one single piece of a workers’ compensation claim that’s sexy or even remotely attractive? No one I know has ever been turned on by a return-to-work plan. Yet there are aspects of the writing gig that aren’t necessarily in the gig itself that make the job fun — it’s you.
I took on this type of work in one of my first “What the hell” moments. It was a writing test (paid, of course) for the senior editor position I ended up scoring with the magazine. I was given a pages-long press release on restaurant ductwork and how to reduce fire threats. I had a decision to make. Either I wrote it in the most authoritative tone I could, or I chose my own path and wrote it the way I’d want to read it. So I chose my own path, muttered, “Ah, what the hell…” and started writing.
That’s exactly how I landed the job – by doing what all writers should do when facing that same situation. I showed my personality and my creativity. If you’re writing anything at all (well, except maybe disclaimers and legal papers, though they might be more fun to read if someone bothered to add some humor), you should be injecting your own sense of creativity into it.
It’s also a super way to impress your clients — but actually being more creative. Strange, but I’ve seen so many writers, of nonfiction pieces especially, think they have to fall within some sort of invisible parameter and hold back on the good stuff.
So when it comes to impressing clients, start with that:
Write like you’re a writer. I could have had a nice, boring little story about unusual risks –global warming, green construction, fine arts collections, blah blah… or I could look for things that are so strange you can’t possibly miss them. Like the guy who insures oil spill response teams. Or the woman who has to cover risks coming from political activists. Or the man who tracks down coverage for tour companies that includes loss of life due to cannibalism. You’re creative, people! So go create something you want to read!
Listen. Really listen. Pretend your client is about to give you the secret to winning a million dollars. That’s the level of attention you want to give them when they’re describing what they want and who they are. Know them before you even put fingers to the keyboard, and ask yourself “If I owned this company, what level of attention would I put into this project?” Then act accordingly.
Infuse honesty. If they ask your opinion of their web content or their newsletters, don’t say how great everything looks if it looks awful. Tell them – tactfully – how things can improve. You can still be honest without being brutal, so keep all the language positive: “The content seems to miss the mark a bit, but it’s an easy fix.”
Organize your emails. Know those emails that come with bullet points and brief, to-the-point messages that make them easy to read? Try that with your clients. When you’re sending them a note, avoid the brain dump. Or, if you simply have to pour it onto the page, do it, but go back and use bullets, which seem to force you to cut the content down anyway. Some of the best emails I’ve received are from people who break out the questions into bullets, or show me progress in the same listed fashion. Try it. Even if you’re the most unorganized person walking, your clients will think you invented streamlining.
Push them just to the edges of their comfort zone. I did this for a car industry client that was looking to infuse its marketing content with something more noticeable. I stuck to their company “voice” document, but I pumped up the messaging to the point where they used three “really” qualifiers in front of the word “love.” It wasn’t hard and I didn’t do anything extraordinary. I just pushed them toward more edgy wording. Depending on the client and the message, you can, too.
In what ways are you impressing clients?
"Write like you're a writer." I love that. And I haven't forgotten the tea!
I think about all else clients are happy that I treat this as a "real" job. It's my sole source of income, not something I do to earn a little money on the side.
That means delivering what I promise when I promise it and generally being available during business hours.
This probably sounds pretty simple, but I'm not sure it's the norm. I did a short stint as a project manager…flaking out and submitting things days late without any explanation or notice were pretty common.
I think I am guilty of the email brain dump, though. I like your idea about bullet points!
Crap–above all else.
Who wouldn't want to read the article on strange insurance risks? (I'd never heard of the hair guy before, so I'm glad you added the link.) Even seemingly mundane things have quirky sides – contract riders can be hysterical when they're for celebrities, and think of how successful Dirty Job's Mike Rowe has become just by trying his hand at everyday things. Almost anything is interesting when viewed from a new angle.
Favorite Editor often says, "Have fun with it – I trust you'll come up with something great." Once it was my first-person account of being a Nielsen household. Most recently an offhand comment in e-mail turned into a really cool piece for an upcoming issue. It was one of those, "I wonder what…." scenarios that was idea for a poll. I collected data, broke it into blurbs, and then the art director played around with it. Just saw his rough layout and it is going to be so cool! Why? She trusted us.
If you find something that interests you in the topic, you can communicate it in an engaging way to the audience. And it's fun!
Never sure if it's an urban legend or not, but I'd heard that Payton Manning's dad insured his legs with Lloyd's when he returned to Tennessee for his senior season instead of turning pro. Imagine the loss of income if he'd suffered some ACL-tearing injury!
Hi Joseph! No rush on the tea. 🙂
Krista, typo excused. I think this is one place we should be given a pass. I think you're right – they realize you're not just dabbling, and that makes a huge difference.
Paula, that's a fantastic editor. Keep her!
Precisely that, Devon. If you're not having fun, why bother?
Anon, I can't confirm that, either. I'd seen mention of it being his arm, but again, no confirmation. But a great idea!
Suspect listening is the real key.