© 2004, guidance communications, inc.1 of 39 aside from technical writing... what in the world can...

© 2004, Guidance Communications, Inc. 1 of 39

Aside From Technical Writing...Aside From Technical Writing...What in the World Can You Do?What in the World Can You Do?

Presented by Jack Massa

Guidance Communications Inc.


What’s Up with this What’s Up with this TitleTitle, Dude?, Dude?

• Aside from Teaching English...

• What Color is Your Parachute?


So, more about me...So, more about me...

• Successful Businessman (Who me?)

• 2003 Income down 48%

• So how can I stand up here and dare to give advice?

Chutzpah!


By the Numbers...By the Numbers...

• Three ways to make money as a writer

• Ten jobs you can do

• Four Pillars of Your Marketing Plan

• Five-Step Plan for Controlling Your Destiny


Three Ways to the $Three Ways to the $

• Sales – Help Increase Revenues

• Support – Help Decrease Expenses

• Content – Create Product to Sell


SalesSales

• Sales – Help Increase Revenues

• Copywriting/Commercial Writing/Marketing Writing

• Writing skills are paramount

• Every organization needs this


SupportSupport

• Support – Help Decrease Expenses

• Product Documentation/Online Help

• Corporate Documentation: Policies and Procedures

• Training


Content CreationContent Creation

• Content – Creating Product

• Magazine, newspapers, trade publications, books

• Actually pays less than the other two

• Research and writing ability are super-important



Three ways to make money as a writer

• Ten jobs you can do




Ten Jobs You Can DoTen Jobs You Can Do

Disclaimer!


Engineering WriterEngineering Writer

Market: Large or small engineering firms

Ten JobsTen Jobs

Tasks: Write, edit, manage publications/proposals

Required: Writing, editing, interviewing SMEs, publishing tools

Plusses: Engineering or science knowledge

Pay: Roughly similar to tech writing


Corporate/HR/Training WriterCorporate/HR/Training WriterMarket: Large organizations, writing often

freelance or contract

Tasks: Write and edit, policies and procedures, training manuals, employee handbooks, etc.

Required: Writing, editing, interviewing SMEs, publishing tools

Plusses: HR or training background, degree in instructional design

Pay: Roughly similar to tech writing or a bit less

Ten JobsTen Jobs


Corporate CommunicationsCorporate CommunicationsMarket: Large organizations, marketing/PR firms

Tasks: Write and edit brochures, speeches, scripts, newsletters. Manage publications.

Required: Writing, editing, interviewing. Sometimes a PR or marketing background.

Plusses: Marketing or PR experience.

Pay: Roughly similar to tech writing. More at the high end

Ten JobsTen Jobs


Marketing/Commercial WriterMarketing/Commercial WriterMarket: Marketing/PR companies. Or freelance to

any client.

Tasks: Write brochures, web copy, speeches, scripts, newsletters, ads, stories, etc.

Required: Writing skill, creativity, tenacity

Plusses: Marketing experience

Pay: Hourly rates generally higher than tech writing

Ten JobsTen Jobs


Medical WriterMedical WriterMarket: Research facilities, biomedical companies

Tasks: Write and edit brochures, reports, articles for doctors and researchers

Required: Writing, editing, interviewing. Often need some medical or science background.

Plusses: BS, PhD, MD

Pay: Same as tech writing to much higher

Ten JobsTen Jobs


Trainer/Instructional DesignerTrainer/Instructional DesignerMarket: Large and mid-sized companies of all

types. Small training firms.

Tasks: Analyze needs; design, develop and deliver training.

Required: Writing/design skills. Demonstrated ability creating and delivering training.

Plusses: Experience. Instructional design degree or certificate.

Pay: Comparable to tech writing

Ten JobsTen Jobs


Project ManagerProject ManagerMarket: Contract market, large IT projects

Tasks: Organize and track schedule, hire, troubleshoot, write reports

Required: Organization and people skills. MS Project.

Plusses: Demonstrated experience. Certification.

Pay: Somewhat higher than tech writing

Ten JobsTen Jobs


Web Designer/DeveloperWeb Designer/DeveloperMarket: Large to mid-size companies. Freelance to

small businesses.Tasks: Design, code, test websites.

Required: Tools and coding skills, creativity, knowledge of web architecture

Plusses: Demonstrated experience. Back-end programming skills.

Pay: Generally lower than tech writing (except for serious developers)

Ten JobsTen Jobs


Usability/HCI ConsultantUsability/HCI ConsultantMarket: Tech vendors or large consulting firms

Tasks: Consult on user interface design, test prototypes and beta products

Required: HCI knowledge and experience

Plusses: Related degree; people and management skills; flexibility

Pay: Generally a bit better than tech writing

Ten JobsTen Jobs


Freelance Writer (Content)Freelance Writer (Content)Market: Magazines, newspapers, book publishers

Tasks: Think up, pitch, and write compelling content

Required: Imagination, tenacity, nerve, and a feel for the market.

Plusses: Same as above

Pay: Miniscule, but the sky is the limit

Ten JobsTen Jobs




Ten jobs you can do




Why Market Yourself?Why Market Yourself?

“To be successful over the long haul, you must consciously and

consistently market yourself, whether you want to be a

freelancer, a contractor, or a full-time employee.”

-- Jack Massa

Your Marketing PlanYour Marketing Plan


Jack’s 5-Minute MBAJack’s 5-Minute MBA

• “Everyone is in Sales and Marketing.”

• “Marketing is simply controlling the messages that you send.”


• “Marketing is Chinese water torture. It is all about consistency and frequency.”

• “Marketing is more important than expertise.”



Before you can market...

• What are you selling?

• Who needs it?

• How much are they willing to pay?




Two factors in buying decision

• Perceived value – What’s in it for me?

• Price – How much will it cost me?

Avoid being a commodity!




How to avoid being a commodity

• Develop unique expertise

• Develop a unique niche

Business is all about relationships!

• Develop relationships



What Color is Your Parachute?What Color is Your Parachute?• There are always opportunities

• Research the field and companies before you apply


• Find jobs before they appear

• Meet people in the field, because...



1. Networking1. Networking• No such thing as too much

• Help the other person


• Learn to work a room

• Meet as many people as you can...

Four Marketing PillarsFour Marketing Pillars

• Umpteen opportunities


2. Telephone Techniques2. Telephone Techniques

• Have a script and practice

• Voicemail: Try three times


• Always ask for a meeting, because...

• Warm calls before cold calls



3. Pro Bono Work3. Pro Bono Work

• Every organization can use a good writer

• “You must give before you receive”


• Build your portfolio and your contacts

• Helps you make friends, important because...



4. Your Sales Call/Interview4. Your Sales Call/Interview

• Ask leading questions

• Study Consultative Selling

• Be prepared

• Present your solutions

• “Probe for the pain”





Ten jobs you can do

Four Pillars of Your Marketing Plan



Control Your MoneyControl Your Money

• Examine your expenses

• Save 10% of what you earn

• Examine your beliefs

• Give away 10% of what you earn

Control Your DestinyControl Your Destiny


Control Your CareerControl Your Career

• Understand the purpose of failure

• Set goals: 1-Year and 5-Year

• You must face your fears... Chutzpah!

• Working in the business vs working on the business.

• Make a plan and check it often



Five Steps to Destiny ControlFive Steps to Destiny Control

2. Know and love yourself work

3. Set goals: Where do you want to go?

1. Know and love yourself money

5. Work your plan EVERY DAY

4. Plan: How will you get there?



SoSoAside From Technical Writing...Aside From Technical Writing...What in the World Can You Do?What in the World Can You Do?

Anything you want to!!!Anything you want to!!!


Questions or CommentsQuestions or Comments


Door Prize!!!Door Prize!!!


My Contact Info...My Contact Info...

Jack MassaGuidance Communications Inc.

[email protected]

© 2004, guidance communications, inc.1 of 39 aside from technical writing... what in the world can...

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