From the Pen of Dr. Tim Morrison, President and Writing Coach of Write Choice Services, Inc.
When I first began marketing Write Choice Services, I shared a scenario most people could relate to: Recall that time – perhaps during coffee hour where you worship, a social gathering somewhere or a networking event. You shared a story about your work or an adventure. Someone in the group remarked, “You ought to write a book!” Most likely you replied, “I think I will someday.” Well, Write Choice Services is your ‘someday.’ We help you write that book.
I liked the image – clear, crisp. We all have been in such a setting. I got some traction with the image. I even got some clients but not nearly enough and not nearly enough inquiries to even close the deal.
It took a while but I finally realized a huge gap existed between telling a story that grabbed the attention of friends, family and colleagues and writing a book! Perhaps that was the only story the individual could tell that held attention. Coming up with enough to generate a book would seem insurmountable, even with help. Then would come the time and cost factor. I needed to change my approach.
I can’t remember which came first: developing a tag line for Write Here, Write Now, a podcast I hosted for two years with Business Radio X – Atlanta or the new networking line. We opened each podcast with “On Write Here, Write Now we interview business leaders, entrepreneurs and professionals about the book they’ve written or intend to write someday.” In networking settings or in marketing opportunities, I share “Write Choice Services focuses on helping business leaders, entrepreneurs and professionals write the book they have always dreamed of writing in order to share their unique perspective on their work, career, profession.”
That tag line describes a definable target market that understands the value of being an author and an authority in one’s field. That target market can and will find the time and the money to make it happen. We talk. We negotiate. We close the deal and begin the writing journey – committed client and Write Choice Services.
I did like my “someday” story. It was fun to tell. People understood it but it didn’t generate clients. I had to generate a better image that demonstrates how WCS differs from others who offer a similar service. It worked and continues to work.
I turned to the photographer I alluded to in May’s column to be the guest columnist this month. I asked Tony Fiorda to share his journey to his tag line of “Not your average headshot.” I like the story. I hope my words and Tony’s words move you to think about what makes you different and how you express that difference.
Give Write Choice Services a call – 678 464 6702 or send an email and let’s talk about making that difference into a book, setting you apart even more from your competition.