I took a break from business writing the other day and walked my dog, Carly, around the neighborhood. As I turned a corner, I was delighted to see pink flowers cascading from a balcony. And just as quickly, I felt disappointment—even disdain—when I realized they were plastic. The color was bright, the flowers looked (almost) real, and yet I felt duped.

And that’s how I feel about all the outsourced blogs and articles people send out today. To me (and I would bet many readers), their submissions seem plastic compared to a passionate comment or a personal reflection.

In my work as a writing coach, I often meet people who have deep-seated fears of writing. I know these are real issues, but I wonder if, when they outsource their writing, they’re doing themselves any favors with prefab postings.

They’re not, according to marketing expert Marcia Yudkin. “Don’t outsource writing. People want to read articles with personality as well as content,” she writes. “Readers respond to your unique set of attitudes and information, which rarely comes across from a hired writer. And definitely don’t post lousy articles that are little more than keywords strung together in minimally interesting sentences. This just clogs the Internet with junk and wastes everyone’s time.” (Read her entire article here.)

Instead of all that plastic writing, I love to see people blossom into their own style and fresh voice. And here’s the irony: When people do take time to craft a personal blog or article, they stand out. And isn’t that what those blogs and articles are all about in the first place?

If this scenario sounds familiar, here are some tips to help you overcome any lingering fears of writing, speed up your writing process, and most importantly, tap into your own amazing creativity:

1. Write your first draft fast. Super fast. Set a timer for just 10 minutes; you’ll be amazed at what you create. That’s a key word—create—because when you write fast, you also tap into more creativity. Now if you’re pressed for time, turn this draft over to someone to fine-tune. Your stamp is on it, your thoughts are captured. The piece will be yours.
2. Quit worrying about the quality of your first draft. Almost everyone writes terrible first drafts. That’s just part of the writing process.
3. Brainstorm every chance you get. Not only when a writing project looms but when you need a boost or want to create something new. Whether you use free-writing, mind-mapping, or list-making, mine your mind to discover the gold just beneath the surface.
4. Stop looking over your shoulder. Write like you and sound like you. Sure, it’s good to improve, and we learn by observing others. But that can paralyze you too. Just be you. It’s a wonderful thing to be.

What makes you want to job out business writing projects? Why have a blog if it’s really not yours?

Need a writing tune-up? Here’s a great opportunity for you and everyone in your office to refresh your GPS: grammar, punctuation, and style. I’ll be teaching two 90-minute webinars for People-OnTheGo. These are lively and informative webinars at a special price–only $19.95 for both sessions. Check out more about the webinar and then register with the special price. I hope to see you there!

“How do you overcome writer’s block?”

As a business writing coach, I hear that question a lot. My longtime colleague Virginia McCullough and I recently delivered a webinar about kick-starting the book-writing process, and, not surprisingly, many participants asked about writer’s block. Writing a book is a big project, and that means more time for your fear gremlins to attack.

That’s right—fear gremlins that creep in and steal your enthusiasm and confidence. As Virginia puts it: “Writer’s block is a scary thing … but we believe that what is usually referred to as writer’s block is actually fear that leads to procrastination. Many people think writer’s block comes to them, as if it were a disease. But it’s a combination of self-doubt and fear that leads to procrastination. Our creativity isn’t blocked.”

Especially with our nonfiction writing (not just books but articles, blogs, proposals—all kinds of business writing), Virginia and I have found that we have to write through any concerns and problems. Deadlines loom—and our incomes depend on turning in assignments on time. Maybe we have to research more information or interview someone to get back on track. Maybe we take a few extra breaks and quietly listen for insights our brains have been working on (more on that in future blogs). But we keep writing.

Not to be glib, but the best antidote to writer’s block is to write. Don’t worry about syntax, word choices, or typos. Just let it rip. There. It’s done, that awful first draft or next chapter. As you wrote with abandon, your writer’s block disappeared. So what if your draft is lousy? Guess what? You’re in good company—writers you love to read write terrible first drafts.

I struggled with this early in my career. I thought if I wrote bad first drafts, I was a bad writer. Then I read Bird by Bird by Anne Lamott. All those years of agonizing over my embarrassingly bad first drafts, and in an instant I was cured. What I learned from Anne is that just about everyone writes terrible first drafts! Anne gave me permission to let myself go. Now, I let the words come any way they want (which is a real boost to creativity too).

So, let me be your Anne Lamott. It’s okay to write dreadful first drafts. All you have to do is write and write. Just get your ideas down. You can always go back two, five, ten times and make it better each time. In fact, don’t think of your first draft as writing—it’s more about planning and organizing. Capture that jumble of thoughts, and in the process, you’ll give writer’s block the heave-ho.

To learn more about the book-writing webinars and retreats Virginia and I have planned, just write me at director@afcbw.com. We’ve joined forces for an exciting new enterprise entitled The Book Catalysts. We’ll soon launch a series of on-demand and live book-writing webinars, coaching packages, and writing retreats (both virtual and on-site).

How do you overcome writer’s block? What tips can you share about overcoming fear and procrastination?

Storytelling in business writing is a hot topic, in part because we now know how powerful stories are. MRI tests, for instance, have proven that our brains light up more creatively when we hear or read stories. And we’ve learned that stories make our messages stick because they tap into our emotions, where we buy and buy in.

Of course, journalists have known this for decades. It’s in our DNA that stories make information more interesting and memorable. So, I’m excited that stories are increasingly welcomed in the workplace. Goodness knows we need to make our business writing more creative. Now that we’re writing more than ever (so many texts, e-mails, tweets, blogs, articles!), we need to make our messages stand out.

Stories can do that.

One of the best ways to develop your storytelling skills is to read the New York Times. Last week, I read an essay by Dan Barry about growing up a Yankees fan when, hard as it is to imagine, they hovered around the cellar. Barry’s essay is a work of art that made me involuntarily clutch it to my heart when I finished reading. Check it out: The Damned Yankees.

When you’ve read it a few times (once just isn’t enough), explore why this piece is so powerful. Deconstruct it from every angle: how does he start, how does he finish, how does he keep his middle from sagging? You’ll learn a lot about storytelling simply by poring over his genius.

When you tell stories in your business writing, you’ll set yourself apart. Most business writers still overlook this easy and fun way to engage their readers. And when you tell more stories, your business writing becomes more effective. You’ll not only increase your results, respect, and revenues, you’ll make your business writing more creative. And for that, I salute you!

What stories do you tell at work? How do you incorporate them into your business writing? What results have you enjoyed?

This winter, sunny California has lived up to its name, which means spring fever arrived early. After a recent business-writing meeting, I couldn’t resist strolling Oakland’s College Avenue to check out the colorful shops. In one of my favorites, I got a good laugh from a pack of sticky notes featuring a woman holding up a file folder with the headline: “File under ‘Who cares?’”

On the way home, though, I wasn’t laughing when I thought about how fat that file would be today. About 80 percent of all business writing could be filed under that category.

What a waste of time, effort, and most of all, potential.

Time: Even 10 minutes spent on writing filed under “Who cares?” is a waste for the writer and the reader.

Effort: I’m sure that most of the people turning out “Who cares?” documents want their business writing to be more effective, but they honestly don’t know how. They’re already discouraged by their results, and their motivation takes another hit with every “Who cares?” reaction.

Potential: Here’s the real kicker—lost sales, missed opportunities, and flagging spirits. They all happen when our business writing doesn’t generate the interest it should.

OK, so what’s the antidote? What can you do to make your readers care? Try the one-two punch:

1. Write to them not at them.

-   Share stories, benefits, and results through your readers’ eyes. What do they care about? Use that as your focus rather than what you want to tell them. You’ll still get your points across—but they’ll be framed from your readers’ perspective.

-   Engage them. Use the word “you” often. It’s a proven magnet that keeps people reading.

2. Get [a little] creative.

I added that “little” qualifier because people freeze at the word “creative.” Don’t. There are so many easy ways to be more creative. And besides, since most people are slapping together their business writing, you can stand out with just a few creative touches. (Don’t worry about these in your early drafts. Add them in your editing phase.)

Here are four easy ways to be more creative:

-  Paint pictures with similes: Introduce new ideas in your business writing by comparing them to something familiar; use like and as to connect the new with the familiar. For example: Our services are like an a la carte menu—you get to choose exactly what you want.  Or: Lumping our software packages into one category is like saying pasta is just spaghetti. Your readers will be on your wavelength in a fraction of the time.

-  Add a lyrical lilt with alliteration: The repetition of initial consonant sounds in two or more neighboring words or syllables (“Paint pictures” and “lyrical lilt with alliteration”). The effect is engaging and memorable, which makes your message stand out.

-  Create mystery with foreshadowing: Mention a point early on but save the explanation until later. You’ll create drama and tension by withholding key information—which keeps your readers reading.

-  Incorporate dialogue: Introduce other voices into your article and have them talk to one another. Dialogue also makes the page look less dense—and more appealing to your readers’ eye.

When you give these creative techniques a try, your articles and blogs, reports and proposals will be filed under “Important Ideas!”

What creative techniques do you use to add interest to your business writing? What successes have you had that you can attribute to a well-crafted proposal, report, blog—even e-mail?

Journalists are the Casanovas of nonfiction writing. They flirt with their readers with come-hither headlines, lure with their leads (first paragraphs), and court with the lyrical lilt of alliteration, creative wordplay, and robust calls to action.

I’ve been both a journalist and business writer, and I know how much journalists taught me about engaging my readers. Their tricks of the trade make your business writing more fun to write—and read—because it’s more conversational, creative, and compelling. That’s what it takes to rise above the onslaught of reports, e-mails, blogs, articles, and white papers flooding our inbox every day.

David Oglivy, the “father of advertising,” warned, “You cannot bore someone into buying your product.” In my business writing training and coaching, I paraphrase that as: “You cannot bore someone into reading your business letters, reports, proposals, newsletters, articles, blogs—even your e-mail.” (You wouldn’t believe how quickly people delete something they don’t like the looks of!)

Let’s take a look at how you can copy journalists to make your content more powerful and creative:

1. First, spend time in the magazine section of your local bookstore. Study the cover lines—those provocative headlines on the front cover of any publication from Cosmo to Inc. That will show you how to grab people’s attention. Back at your desk, use the same technique when writing e-mail subject lines and headlines for blogs, reports, articles, newsletters. “Get more out of your sales” becomes “Five ways to increase your revenue” and “Reorganize your office” becomes “Drowning in paper? Try our SOS (Simple Office System).”
2. Now, grab a cup of coffee and read an article or two. Notice the tone of the articles? Today’s journalism is conversational and approachable. You won’t find much jargon or convoluted phrasing here. (Hint: They get rid of that in the editing phase.)
3. Next, see all those subheads in bold?  They’re like mini-headlines every two or three paragraphs, and you want to make them as interesting as you would a headline. Add those to your documents to break up the content, make it easier on the eye, and attract skimmers. (We’re all skimmers these days, and subheads help draw us in.)
4. Finally, consider sidebars, a journalist’s best friend for tedious lists. Don’t clog your content—and your readers’ minds—with laundry lists of details. Put them in sidebars, those boxes that often accompany magazine and newspaper stories.  Studies show they are often more read than the body copy.

You too can woo with words—and make your readers fall in love with your content.

How do you attract readers? What tricks of the trade are your favorites?

Next time you read something that grabs your attention, stop!

Ask yourself what’s so special about that piece. Not just the great lead paragraphs or the exciting headline, but why you are you so attracted to it. Some writing makes the hair on the back of my neck stand up—not because it’s scary, but because it creates an electric charge in me. I used to just keep reading. Now, I stop and look at why I’m so energized.

Over the next week, notice the business writing that wakes you up rather than puts you to sleep. Examine those that make you wish you could do something similar. Pretty soon you’ll find a pattern developing. Maybe you love articles. Or blog posts. Maybe you’re attracted to written content on a certain topic. Or maybe you love the style. Tear the content apart to discover why.

Projecting your gold
There’s a name for what you’re experiencing: projection. And it’s more valuable than gold for understanding where you want to take your career (and your business writing). You just have to pay attention and know what to do with the information.

Here’s how projection works. As I write in Words at Work:

Projection, according to the Swiss psychiatrist Carl Jung, is an automatic process in which the contents of our own unconscious are perceived to be in others. Another way of putting that: It’s as though we have a slide show inside our brains that we don’t know exists. Every now and then, a worthy screen shows up (in my case, my fascination with journalists) that turns the projector on. The screen lets us watch our inner slide show, and when we pay attention, we can learn a lot about ourselves from what we’re projecting. In my case, that was my love of writing, especially journalism.

… To get to know yours, watch for your slide shows and become conscious of what holds special vitality for you. At work, pay attention to people you admire—and figure out why. Study books and reports you think are excellent—and think about why. Chances are you’re projecting something important about yourself. Once projection rears its head, it tends to rev up its message until we finally take notice.

More often than not, the slides are about our “becoming,” i.e., something nascent inside of us that wants—and needs—to be developed. Because of the gap in desire and reality, the initial experience can be troubling. But these negative feelings can offer sage advice when we know what to do with them. Everything within us is part of the real deal, the whole person we’re growing into.

Making it happen
Next time you read an article, for example, that excites you, analyze it. Then begin to write that way in your own business writing. Use those techniques and practice, practice, practice. You’ll start living into the real you.

The only thing holding you back is confidence. Maybe one of my three favorite adages will help you:

• Everyone can learn to write well.
• Good writing is really good editing.
• Bad writers just stopped too soon.  

Just do it. Start anywhere—just start.

Hey, I just thought of a new adage: The worst writers never started!

Creativity is like oxygen to me. Without it, I feel smothered by the tedium of everyday life.

I’ve always been like this. Early on, I was endlessly making new clothes for a two-inch doll I not so creatively named Junior. (As you can see, I’ve been too busy lately.)  Or making grass huts for him from my dad’s yard clippings and wallpapering a barroom in his dollhouse with cocktail napkins. This often drew dark looks from my parents and got me in some kind of new trouble with them, but you gotta do what you gotta do. More on this in a moment.

The need to create is strong in all of us. Why else do people want to make things with their hands when they’re recovering from an illness? Or run off to join the circus? This basic need to create is well documented by great creators from Carl Jung and Albert Einstein to Julia Cameron, so I just wanted to remind you that we’re all creative. And we owe it ourselves to tap into our creativity and shake things up. Goodness knows status quo isn’t going to get us out of this economic mess.

When it comes to business writing, you can get more creative in the simplest of ways. (And yes, everyone can do it!) The following creative business writing techniques work with anything you write at work—from e-mail and letters to reports and white papers to blogs and articles and e-books.

“But I’m not really a good enough writer to be creative,” someone just moaned.

“Yes you are,” says this voice of authority, offering that extra nudge we all need from time to time to help us live into our potential.

Creative Business Writing Tip #1: Dialogue.(See how I just did that in the last sentence?)  Why should the fiction writers have all the fun? Dialogue breaks up copy, adds white space, and brings live voices into dense material.

Creative Business Writing Tip #2: Foreshadow.(Notice how I did that in the first paragraph?) Who can resist a mystery?

Creative Business Writing Tip #3: Similes.  (Go back and look at how I started this post with one.)  Similes help our readers immediately grasp our point because we compare our topic to something already familiar to them. Oxygen tops the list labeled “Important,” so you immediately knew how much creativity means to me.

These are three of my favorite creative business writing techniques, but I’ve got a million of ‘em. One of the best ways you can discover more creative business writing tips is to read fiction and pay attention to techniques those writers use. Then take them to work with you.

Another way to explore this topic? If you live in the Bay Area of California, join me at a fun workshop entitled “Creativity at Work,” on February 24 and March 3.  More details here. Use this code: Oakland 10 for a special “Blog Reader’s Discount.”

Oh, and about “you gotta do what you gotta do”? If you try to be creative in an environment that likes things just the way they are, you might run into some resistance. Obviously, you’ve got to use your good judgment, but when you can, just ignore them and carry on. Non Carborundum Illigitimus.