by eric linden - amazon s3€¦ · you opened up the first pages in our content machine handbook...

BY ERIC LINDENDIGITAL MARKETING STRATEGIST

Internal Use OnlyOwner: Digital Marketing Strategist

Revised: October 15, 2015Page 1 of 28

Contents

Introduction: Content Machine Handbook................................................................................................................... 2

Blog: A Definition........................................................................................................................................................... 3

If You Are Wondering What to Write About, Here Are Some Tips............................................................................ 4

Guidelines for the TAC Blog......................................................................................................................................... 4

How to Attract the Most Clicks…With Your Blog Title................................................................................................ 6

The Secrets of an Attention Grabbing Blog Post........................................................................................................ 6

Examples of Great Internal Blogs ................................................................................................................................ 8

How I Learned to Stop Worrying and Love the Taxes (and How to Avoid Surprises at Tax Time) ................... 9

RECORDKEEPING – IT’S THE LAW.................................................................................................................... 10

Are the Cards Stacked? Internet Gambling and FBAR Reporting ...................................................................... 12

Employee Business Expenses – A Very Popular IRS Tax Audit ........................................................................ 13

Al “Scarface” Capone and The Financial Status Audit......................................................................................... 14

Know Your Pro – Membership Services Rep Sheri ............................................................................................. 15

Whitepaper: A Definition............................................................................................................................................. 17

Case Study: A Definition............................................................................................................................................. 18

How to Guide: A Definition ......................................................................................................................................... 19

Q&A Articles: A Definition........................................................................................................................................... 20

How to Write Like Tom Clancy................................................................................................................................... 21

How to Develop a Unique Voice In Your Writing...................................................................................................... 22

Your voice is the single most important part of your writing. It is like a fingerprint. Unique to you. ..................... 22

Writing Rules to Live By ............................................................................................................................................. 23

What the Best Business Bloggers Do .................................................................................................................... 24

How to Combat Writer’s Block ................................................................................................................................... 25

How to Write About Things You Know Nothing About ............................................................................................. 26

Outro ............................................................................................................................................................................ 27

Appendix ...................................................................................................................................................................... 28



Introduction: Content Machine Handbook

You are really here. You made it! You opened up the first pages in our content machine handbook and took the

very first step. You are now becoming involved in a new form of 21st Century marketing and communications.

TAC and Team Comm thank you profusely. We look forward to seeing you shine and grow! We are now

officially a year into our Content Machine rollout and we are happy to say it is has some momentum! This takes

time. Let’s begin with the official definition of content marketing:

Content Marketing is any marketing that involves the creation and sharing of media and publishing content in

order to acquire and retain customers. This information can be presented in a variety of formats, including

news, video, white papers, e-books, infographics, case studies, how-to guides, question and answer articles,

photos, etc.

Source: Wikipedia

Consumers are looking to the web more and more these days to find solutions to their problems. Have you

ever heard of the ZMOT study? This is a study that Google released back in 2011 that discussed how people

turn to the web now before most buying decisions. Companies that offer information and solutions that help

these consumers win. We hope to be the premiere resource of tax information in the industry, and with your

help we can do just that. TAC is positioned well in that we have a vast amount of tax knowledge within our

ranks. We plan to put that to good use.



Blog: A Definition

A website containing a writer's or group of writers' own experiences, observations, opinions, etc., and

often having images and links to other websites.

Source: dictionary.com



If You Are Wondering What to Write About,Here Are Some Tips

1. Write a How-To

Write a How-To on something you think our members would be interested in learning about, such as: How

to Stay Calm during an Audit, or How to Organize Your Documents for an Audit.

2. Make a Top 3, 5 or 10 List

Create a Top 3, 5 or 10 list with short descriptions of each item on your list. For example, you could list the

top 5 things a person can do to prepare for an audit. This is an evergreen topic that people are always

interested in reading about.

3. Repurpose Content from Our Website

The Audit Tips section of our website has a lot of content that can be reworded and reworked into blog

posts.

4. Interview a Colleague

Writing about a topic is a great way to learn about it. We are all surrounded by experts who are always

happy to share what they know. Take advantage of it, and, of course, give the expert credit in your post!

5. Listen for Frequently Asked Questions

Are you seeing a common theme in the questions our members are asking? If so, those questions could be

great subjects for blog posts and website content, such as the FAQ section of our website. Even if you’re

not sure how to write about a specific topic that our members are asking about, let us know about it so we

can provide the information our members are looking for.

As you can see, all you need to create amazing content is the willingness to put your knowledge on the blank

page and share it with others. The more you do it, the easier it will become. And, remember, the

Communications Team is here to help with idea development, editing, and general moral support. Stop by or

give us a call anytime!



Guidelines for the TAC Blog

If you are interested in blogging for the TaxAudit.com Blog, here are some guidelines for you to follow. These

are not hard and fast, but blogging in 2014 is a science as well as an art. If you have any questions or concerns,

please contact the Communications department.

1. The article length can be any length you deem necessary to get your point across. There are no hard

and fast rules to your creative output. Let it flow.

2. Bullet points, lists, etc... Catch a reader’s eye and can be a great way to organize your blog.

3. Make your blog posts simple and understandable to the average consumer.

4. Choose topics that are interesting to the general public, such as tax tips and how-to's

5. Feel free to repurpose content from various sections of our website, such as Quick Tips, TaxAlerts,

TaxTrends and Will-it-Fly. We also welcome all website content recommendations or critiques.

6. Draw on your past and recent experiences with your personal and TaxAudit.com clients.

7. Have Fun!



How to Attract the Most Clicks…With YourBlog Title

1. Ask A Question

Pose your blog post title as a question!

Example: What Are The Most Common Tax Deductions?

2. Use Broad Topic Descriptions

Position your blog post to a wider audience.

Example: A Fool-Proof Formula for Easily Creating Compelling Content

3. Use Unique Adjectives.

Use adjectives that are not used as frequently in other blog posts.

Example: 9 Tell-Tale Signs You May Get Audited

4. Use “You” Focused Title Language

Write language that is interesting to the reader.

Example: 10 Things Taxpayers Should Be Aware of When Filing Their Taxes Online

5. Begin Your Blog Post Title With a Number

Pretty self-explanatory!

Example: See Above!

6. Use a Fun Tone

People respond to humor! We like to caution a bit here, though. Depending on the outlet we

are writing for, some content is more appropriate in certain blogs and not so appropriate in

others. BUT, we want your voice and personality to shine though.

Example: We Know You Love Tax Time, So Why Not Sit Back With a Cookie and Enjoy Your

1040?



The Secrets of an Attention Grabbing BlogPost

1. Share a Quote

People love quotes. They identify with inspiration and struggle. It is especially profound when they see

a quote from someone famous they admire.

2. Use An Analogy, Metaphor, or Simile

Your topic is like...

3. Use A Shocking Statistic or Be Controversial

We all know controversy sells and anything contrarian will turn heads. Be careful with this one, though,

as you need to back up what you are writing with a strong argument and evidence.

4. Communicate the Benefit of Reading the Post

When you’re done reading, you’ll know how to...

5. Avoid Using Industry Jargon and Insider Jargon

Example: “Accession of Wealth” There is so much jargon in business. Especially in the tax business.

Try mightily to avoid it. The layperson does not know what in the heck you are talking about.

6. Use Specific Details in Your Blog Post

Big Data is a big buzz phrase these days. Statistics and data give credibility and will hold people’s

attention.



Examples of Great Internal Blogs

The following documents are examples of blogs we have published. They use a lot of the techniques we have

gone over so far in this book.

To see them on the web, go to www.blog.taxaudit.com.



How I Learned to Stop Worrying and Love the Taxes (and How to Avoid Surprises at Tax Time)Written By: Karen Reed

Years ago, I was just like most people when it came to taxes. Just the thought of doing my tax return gave me

hives. I had been burned twice at tax time, owing a bunch of money I hadn’t expected to have to pay. The first

time I had to go on a payment plan, which the IRS charged me for. The second time I had to take every last

penny from my savings account to pay the Tax Man. Both were painful experiences that left me anxious every

time I heard the word “taxes.”

How did I get over it? I took classes and learned about it, and understanding taxes took my fear away. Not to

say that everyone shouldn’t have a healthy fear – the kind that jolts you into taking the steps needed to stay

out of trouble.

Here are some basics you should know to avoid being surprised at tax time, or later on after the IRS has a

chance to review your tax return:

1. Understand Your Tax Obligations for Any Income You Receive

If you are an employee, it’s important to make sure you are having the correct amount withheld from

your paychecks. Don’t listen to that coworker who says he takes six exemptions and gets thousands

back. Most likely, your tax situation is quite different, and you need to determine your withholdings

based on your own circumstances. If you do your own tax return, your best bet is to use the planning

tool in your tax program to figure out how much you should have withheld from your paychecks and/or

how much estimated taxes you should be sending in if you are receiving self-employment (1099-MISC)

income. If you are taking a distribution from a retirement plan or receiving a legal settlement or any

other lump sum of income, understand your tax obligations before you take the money, and, most

certainly, before you spend it.

2. Know Your Tax Obligations as a Self-Employed Taxpayer (or Independent Contractor)

When “nonemployee compensation” income is reported to you on a Form 1099-MISC, it is generally

considered to be “business” income and is subject to self-employment (social security and Medicare)

taxes. Although you may not think of your work activity as a business, the IRS classifies the income as

"Business Income." And while you are eligible to deduct ordinary and necessary business expenses

incurred in the course of earning this business income, certain requirements must be met in order to

deduct expenses. For example, if you pay other people to help you in your business, you must issue a

1099-MISC or W-2 to those workers in order to deduct the amounts you pay them. And you must

classify your workers correctly, making any payroll tax deposits timely, or be subject to stiff penalties

including 100% payroll tax penalties.

3. Report All Income

If you receive payment in cash or do not receive a 1099-MISC reporting document for all of your

income, report it anyway. Not reporting income is illegal, and the IRS has ways of finding out about it.

One of these methods is the “Lifestyle Audit.” Just say, for example, you report only $17,000 in income,

but your mortgage interest deduction is $28,000. The IRS just might want an explanation as to how you

are living so large with so little taxable income. Even walking on the beach and tripping over a chest of

gold is taxable; it’s known as Ascension to Wealth.

The fear we all have is about being financially ruined, having our bank accounts cleaned out, our possessions

taken away, or even thrown in jail. But all of that can be avoided with a little education, some smart planning,

and, of course, transparency about the income we receive. With some knowledge and understanding, you too

can stop worrying and learn to love taxes!



RECORDKEEPING – IT’S THE LAWWritten By: TaxAudit.com

When it comes to proving deductions taken on a tax return, the burden of proof is on the taxpayer, according to

the Internal Revenue Code (IRC). The taxpayer must be able to prove deductions by adequate records and

substantial evidence. This is a brief description of records that must be maintained and where to find

additional information.

In order to prepare your tax return, Congress and the IRS have the same expectation of taxpayers:

1. That you are following the rules for recordkeeping and understand how to keep your books;

2. That before you began the return, you organized all of your documents and added them up by line

number/deduction with a calculator that uses a tape – or an Excel worksheet;

3. That you kept all of your receipts bundled by deduction after preparing your tax return; and

4. That you maintained the records with a copy of your tax return in case you receive a letter or audit

notice from the IRS (or state taxing agency).

All forms, publications, and IRS regulations mentioned below are located at www.IRS.gov, and may be

downloaded at no cost, or they can be found by using any quality search engine, such as Google or Bing.

Internal Revenue Code Section 6001 states: “Every person liable for any tax imposed by this title, or

for the collection thereof, shall keep such records … and comply with such rules and regulations as the

Secretary may from time to time prescribe.” What this means is that taxpayers are required by law to

maintain proper records to prove deductions by credible evidence.

Credible Evidence: For tax purposes credible evidence is based on the quality of documentation

presented to the IRS. If the documents would not convince a court of their worthiness, the IRS does

not have to accept them.

Treasury Regulation §1.6001(a) requires taxpayers to keep permanent books and records so as to

prove gross income, deductions, credits, or other items shown on a tax return.

Publication 583, Starting a Business and Keeping Records is a good beginning primer on how to

keep records, even if you do not own a business. This publication has lists of records to keep for

income, purchases, expenses, travel, entertainment, mileage, and asset purchases. If you own a

business, this is an invaluable resource.

Publication 463, Travel, Entertainment, Gift, and Car Expenses is a must for anyone who drives a

personal vehicle for their employer or their own business.

Bookkeeping: There is no required method of keeping the books for a business. The law does

require that the method used clearly and accurately reflects the gross income and expenses.

Small Business/Self-Employed Tax Center. The IRS website includes an entire area for small

businesses. Everything from writing a marketing plan for a new business, to recordkeeping, to useful

links to many other government agencies can be found on this site. Look for www.sba.gov for their

checklist to starting a business.

Substantial/Documentary Evidence – Forms of Proof: Documentary evidence includes the invoice or

receipt along with proof of payment showing that the bill was paid. As an example, for most deductions,

taxpayers should have the following:



Receipts or invoices (with proof of payment);

Cancelled checks (these are not enough by themselves);

Credit card statements (these are not enough by themselves); and

Contemporaneous (timely) logs for travel, meals, and mileage.

“The W’s.” All business receipts must be marked with “Who, What, Why, Where, When, and How Much,” to

be deductible. This includes the business purpose (“what/why”), the person or persons at the meeting (“who”),

where the discussion took place (“where”), the date (“when”), and how much it cost (“how much”).

Please take the time to review the publications and websites listed above. Doing the job correctly the first time

will save you time and money down the road.



Are the Cards Stacked? Internet Gambling and FBAR ReportingWritten By: Carolyn Richardson

If you like to gamble, you probably already know that your gambling winnings are considered income,

especially if you gamble within the United States at the casinos located here. But what about if you’re sitting in

your living room, playing poker online? You may be reporting the income (and if you’re not, you should be), but

did you know that there is an additional requirement if you maintain an account offshore with your gambling

website?

Regardless of whether internet gambling is legal, illegal, or whatever – rules can vary from state to state – if

the gambling site which you are playing on is located offshore, you may have reporting issues you are unaware

of. The vast majority of internet and online gambling sites are located outside of the United States, and as such

are considered to be foreign accounts. But if you are a U.S. citizen, or lawful permanent resident, you are

required to annually report to the IRS any account you are holding offshore in which the aggregate balance of

the accounts exceeds $10,000. And the penalties for failing to report those accounts are very harsh. This was

highlighted recently in a court case, where the court granted summary judgment to the IRS for an internet

gambler who failed to report his accounts (U.S. A vs. John C. Hom, 2014-1 USTC ¶50,307, June 4, 2014).

The FBAR (Report of Foreign Bank and Financial Accounts) report, FinCEN Form 114, is required to be filed

by June 30 of the calendar year for most individuals. It is filed separately from your federal tax return. Internet

gambling accounts which are based offshore are considered to be “foreign financial institutions” that must be

reported to the Department of the Treasury. Failing to report these accounts can result in penalties of a

minimum of $10,000 per account, up to 50% of the highest account balance, in addition to subjecting you to

criminal prosecutions. In Mr. Hom’s case, the IRS assessed $30,000 in penalties on the 3 overseas accounts

he had failed to report. You may also be required to file Form 8938, Statement of Specified Foreign Financial

Assets, with your tax return, depending on the balance of the account(s). This form, while having similar

requirements to the FBAR, has a different set of guidelines for filing. Here is a link that shows a comparison of

Form 8938 and FBAR:

http://www.irs.gov/Businesses/Comparison-of-Form-8938-and-FBAR-Requirements.

For more information on FBAR reporting, visit this website:

http://www.irs.gov/Businesses/Small-Businesses-&-Self-Employed/Report-of-Foreign-Bank-and-Financial-

Accounts-FBAR

For information on the filing requirements of Form 8938, visit the IRS website at www.irs.gov



Employee Business Expenses – A Very Popular IRS Tax AuditWritten By: Jean Lee Scherkey

It happened. The letter you hoped would never come arrived. You open it and discover the IRS has graciously

sent you an invitation to their work mileage deduction review. Once you return back to planet Earth (alas, you

really did go into orbit if ever so briefly), take a deep breath and hug your cat; it is time to prepare what you will

be bringing to the party.

Your job requires you to do a lot of traveling. You meet with clients across town, deliver paperwork to the two

other company satellite locations and run the business deposits to the bank. It seems like half of your work day

is spent in your car. Your boss does not reimburse you for all the traveling you do for work, so you have been

taking an employee business expense deduction for all the miles you drive each day for work. Now the IRS

wants proof you actually incurred these mileage expenses. What is a hard working taxpayer required to do?

Well… let’s talk about this... or rather read about this. It is important to keep adequate records of your business

miles. Without proper documentation, it is more than likely the IRS will disallow the expense if audited.

According to IRS treasury regulations, in order to substantiate business miles deducted on an income tax

return, the taxpayer must have the following to meet the “adequate records” requirement:

A log (or blog?), diary or other written record (which includes computerized logs) that contains the date and

time of travel, the purpose for the travel (for example delivering papers to a client), destination, the name of the

person or company you are meeting and the number of miles driven for each business activity.

It is also important your log shows your car’s odometer reading as of January 1st and December 31st of the

year.

The regulation requires the business miles be recorded within a “reasonable time frame”. An example in the

regulation defines reasonable time frame as maintaining log entries on a weekly basis.

A letter from your employer confirming you are not reimbursed for job related miles driven is also very helpful.

If your employer reimburses for miles driven but the amount of the reimbursement is under the current year

standard mileage rate (for 2015 it is 57.5 cents per mile) or the reimbursement is included in your taxable

wages, you may still qualify for a deduction.

If you deducted your work miles using the actual expense method, the log should also contain the date, place

and amount paid for gasoline, repairs, general maintenance and insurance. Additionally it is important to keep

the receipts and proof of payment for these expenses. Unlike some other employee business expenses where

a taxpayer may estimate the amount of unsubstantiated expenses (known as the “Cohan” rule), estimated auto

expenses are generally disallowed if audited. And for those folks slaving to the grind? Remember the mileage

golden rule: commuting in general is not a deductible mileage expense. Awwww shucks.



Al “Scarface” Capone and The Financial Status AuditWritten By: Eric Linden

What do “Scarface” Capone and a tax audit have to do with each other? They actually do have a bit of a

connection. Scarface went to prison for TAX EVASION! Yup, not murder. Not racketeering. (Not sure if that

was even on the books then.) Not gambling. You would never guess that charge and conviction for someone

with as impressive of a criminal resume as you can find in the 20th century. But alas, the vicious gangster was

sent to prison for eleven years for a tax crime.

The Federal government must get creative sometimes when attempting to bring down elusive “Dapper Dons“,

and Capone was no exception. Scarface was not a stupid man, even though he never even completed the

sixth grade! He was masterful in removing himself from any connection to violence which, as you can imagine,

was quite frustrating for the FBI.

Enter the IRS. Maybe they would be able find something? Mr. Capone made lots and lots of money. The IRS

knew this, of course, but did he report it? And this brings us to the IRS audit topic many do not know exists. I

sure did not until I began my time here at TaxAudit.com. It is called a Financial Status Audit.

Your standard of living could trigger a tax audit. An auditor could be tipped off from a television report or

something of that nature that clearly indicates a life of luxury. The auditor then can access public data to review

spending habits and wealth patterns to reveal possibly unreported income. Kind of scary, actually. However, in

1998, an Act of Congress limited the IRS’s power in this realm stating that they need a “reasonable indication”

of probable tax evasion. This does seem a bit ambiguous as this statute does not properly define “reasonable

indication.”

I asked Jean Lee Scherkey from TaxAudit.com’s Education and Research team to provide a little insight, and

here’s what she said:

“If, after reviewing the taxpayer’s basic tax information, it appears to the IRS the taxpayer does not have

enough income to cover living expenses, the IRS examiner is required to delve further. The examiner may

conduct various interviews, reconcile books and records and do a complete bank account analysis. If, at this

time, the taxpayer is still unable to explain or show how living expenses were paid given the amount of income

on the return, the IRS has the authority to use what is called an “Indirect Method” to prove a taxpayer’s true

financial status. In fact, one of the five “Formal Indirect Methods” the IRS still uses to assess unreported

income were developed when the IRS was investigating Mr. Capone in 1931.”

That’s interesting, and, as she said, probably a little bit scary for some people. So there you have it. It is

probably best to stay off MTV Cribs if you are not paying your taxes.

We are not purporting that Capone was brought down because of a simple IRS audit. There is much more to

this investigation and subsequent conviction, but it does bring up a great illustration on how “living large,” as

the hip hop community likes to rap about, can be dangerous for any taxpayer who isn’t reporting all of their

income. More recent cases come to mind. Singer/songwriter Willie Nelson and actor Wesley Snipes have had

serious tax trouble and it, most likely, did not help they were probably not living in an apartment while driving a

Hyundai.



Know Your Pro – Membership Services Rep SheriWritten By: Lisa Masciovecchio

This installment of Know Your Pro will introduce you to a different kind of Pro here at TaxAudit.com. With in-

depth knowledge of all the services we offer, and their daily communications with our members, Membership

Services Reps − or “MSR’s” as we call them − are uniquely qualified professionals. They may not be able to

explain the effect that a 401K distribution has on your tax return, but they can get your memberships

organized, answer questions about how Audit Defense works, and direct you to the right person to assist you

with a notice should you receive one. They field all sorts of inquiries each day, all the while being friendly,

understanding and clear. This week you will get to know Sheri, who demonstrates all of these skills and more

every time she assists a member.

Please say “hello” to Sheri

Position: Membership Service Rep

Years with TaxAudit.com: 4 (Approx. 8,300+ Hours Worked)

Members Helped: 42,640+

1. What is the most rewarding part of your job?

Firstly, helping our Members. Beyond that, I’m always happy when I can assist a member who may start out

frustrated or angry. It’s a great feeling when the call ends and I know I’ve been able to make them feel better.

2. What’s your favorite part of your day here?

I enjoy the start of my day; I start work a bit earlier than most of the other MSRs and I enjoy the quiet and

calmness just before the phones come on. It allows me to get focused and ready for my day.

3. In five words or less, how would you describe yourself?

I’m compassionate, orderly, fastidious and dedicated.

4. What advice would you offer to our readers?

When you’re doing your taxes, keep your Audit Defense Membership info with your tax return; you don’t want

to forget you have a membership with us! And, if you ever do get audited, you’ll be happy you purchased our

Audit Defense. It’s a great service!

5. Do you have any hobbies or interests? What are some of your favorite things?

I enjoy time with my grandson and family; I also love computers, movies and music. Just the usual things

everyone’s into.



6. If you could spend one day with one famous person who has passed on who would it be and

what would you do?

Robin Williams has fascinated me since I was young watching “Mork and Mindy.” He always struck me as

someone who was both incredibly real and genuine while being absolutely funny, and kind.

Thanks for reading and I hope you’ve enjoyed this installment of Know Your Pro! I hope you’ve enjoyed

learning more about our Pro’s; keep an eye out for more great insight into our Pro’s soon!

NOTE: Lisa Masciovecchio is your friendly neighborhood Audit Coordinator who spends her days

helping TaxAudit.com Members stay calm as they go through the audit process.



Whitepaper: A Definition.

An informational document issued by a company to promote or highlight the features of a solution, product or

service. White papers are sales and marketing documents used to entice or persuade potential customers to

learn more about or purchase a particular product, service, technology or methodology. White papers are

designed to be used as a marketing tool before a sale, and not as a user manual or other technical document

developed to provide support to the user after making a purchase.

Source: Investopedia

See Appendix A for example.



Case Study: A Definition.

A published report about a person, group, or situation that has been studied over time; also: a situation in real

life that can be looked at or studied to learn about something

Source: Merriam Webster Dictionary

See Appendix B for example.



How to Guide: A Definition

A book, pamphlet, etc..., giving information, instructions, or advice; handbook.

This guide is an example of a How to Guide.

Source: Dictionary.com

See Appendix C for example.



Q&A Articles: A Definition

Q&A is an acronym for Question and Answer. The TaxAudit.com FAQ section on our website is a

great example of a Q&A.

See Appendix D for example.



How to Write Like Tom Clancy

The following sections give ideas and perspectives on how to develop unique qualities for your blogs and

articles. There are also tips and tricks for combating writer’s block and writing about things you know nothing

about!



How to Develop a Unique Voice In Your Writing

Your voice is the single most important part of your writing. It is like a fingerprint. Unique to you.

1. Give Every Article a Laser Focus

Every blog entry should have one topic and needs to be about one thing. A focused theme is

paramount for keeping reader engagement high and your blog short and to the point.

2. Have An Opinion! Stir It Up….

Opinions are like feet. We all have them. Use that strong opinion of yours in a well thought out and

researched article. Spice it up with some provocative language and ideas you believe in. And when we

say provocative, we do not mean swear words.

3. Write From The First Person

Folks want to hear from you. Not necessarily what your corporation is spouting.

4. Tell a Story – We Have Always Enjoyed the Three Little Pigs, Haven’t We?

Stories can captivate readers. A great one can enthrall and inspire us. Try hard to tell a personal story.

Your writing flow will come naturally and a solid voice may appear as you recall a life event and attempt

to pass this story on to the reader. Public speakers use this technique as well to get the attention of

their audience.

5. Take Your Time – Sit On It

There is no rush. No rush to greatness. Relax and let marinate. Sometimes this can bring out the best

writing in you.

6. Think About Your Reader While You Write

Find out what your readers want to know about. Draw on your vast experience assisting our members.

7. READ LIKE CRAZY

Read everything by everyone…well, as long as it is high quality writing. This exercise can pump up

your creativity and give you writing courage and strength.



Writing Rules to Live By

1. Write about what you are passionate about. Write about what you love!

2. Devote a set amount of time to your writing every week. Even if it is an hour a week.

3. Keep writing, it will improve over time!

4. Dismiss critics who slam but take constructive criticism.

5. Make the effort and be consistent and the results will be there!

6. Face any fear you have with baby steps and over time you will surprise yourself.



What the Best Business Bloggers Do

1. They read everything. Especially stuff that has nothing to do with their jobs.

Good writers absorb it all. They read a variety and they read a lot. Be it books, magazines, blogs or

white papers. Doing this gives them ideas for storytelling, structuring, and content formats.

2. They are not afraid of writing

You just have to write and the best business bloggers do just that. The more you do anything, the better

you get. The fear dissipates. Heck, you may even begin to enjoy it.

3. There is empathy in their writing.

Addressing readers’ pain points is important, and savvy business bloggers never forget this. Solving

readers’ problems is paramount and readers will love you for it and come back again and again.

4. They accept the right criticism.

Separating constructive criticism from HATERS is important to an effective writer. They know who they

can go to in order to get a good pulse on what they have just created. They know the difference

between a great editor and a troll.

5. They do not hide their personality.

Business does not have to be sterile and emotionless. Lose the tie and let your personality shine.

Personal quirks are acceptable. We are people, you know? The best business bloggers know this.



How to Combat Writer’s Block

1. How do I get inspired?

A good thing to do is to jot down ideas as they come into your head throughout the day. You can build a

nice list of topics this way. In addition, talk to your colleagues and glean ideas from them as well. You

will definitely get ideas in the most unlikely of places.

2. I can’t write an intro.

Try writing an outline. That may help induce some writing.

3. I’m not qualified to write this.

A great tactic here is to interview and quote experts in your field. There are readers at all skill levels.

You will resonate with someone.

4. I don’t even know where to start.

Again, an outline is a good way to start. Break it down into discernable pieces. Once you get even one

sentence written, this can be the catalyst of a nice writing geyser.

5. I keep getting distracted.

Try to sit in a quiet room and turn off all social media, phones, etc. Make an effort to block out some

writing time each day. Everyone has different ways of finding focus.



How to Write About Things You Know NothingAbout

1. Your first order of business is, seek out RELIABLE SOURCES to perform some general

research.

Please check with the Communications Department if you need assistance determining what would be

deemed reliable. There are many sources of solid information but you need to take time to vet them as

there is some misinformation out there as well.

2. Read Social Media Posts

This way you get a sense for general public opinion. You also learn a great deal too. Getting a feel for

opinions on issues is paramount.

3. Find Subject Matter Experts

Expert opinions are vital for a credible article. We have some of the best tax professional in America

within our ranks at TAC. Utilize this knowledge pool, as they are always willing and able to help.

Especially that guru Dave Du Val.

4. Gather Relevant Quotes

This is similar to using subject matter experts in that this helps build credibility when you are not an

expert. It adds validity to what you are saying.



Outro

I hope you are feeling extremely creative and excited right at this very moment. If you are, grab that pen or

open up your latest version of Microsoft Word and let the creativity flow. You CAN do this, and we appreciate

your effort. You are also helping our company build up that great reputation we know we have. So not only are

you having some personal growth, it helps our bottom line as well. Our content machine is not limited to any

one format or thing. Ideas are great too. Maybe you can edit and create videos as well. We love that too. We

accept all talents, passions, and skillsets. Do not be shy. Talk to any of us: Sam, Karen, Charla, or me, Eric!

We will assist in nurturing your talents, train you on all the latest content marketing trends, and be your biggest

fan.

This is the beginning of a new you!

Thank you!



Appendix

1. Whitepaper example

2. Case study example

3. How to guide example

4. Q&A example