Idea Generator

Direct traffic is golden, SEO traffic is a bonus

In a website statistics tool like Google Analytics, direct traffic, literally, refers to website visitors who actually typed your website or blog address right into the address bar of their Internet browser.

Direct traffic is pretty special. It means someone remembered the URL of my website and used it specifically when they were looking for help with writing or editing.

Next, Google Analytics tracks traffic from referring sites, which is also very special. When a visitor has come from a referring site, it means that someone thinks enough of my work to include a link to my site from their website or blog, or maybe they've even sent the link in a direct email message to a client, colleague, friend or family member.

Or maybe the referral came out of my article marketing efforts at sites like Ezine Articles. Someone read one of my articles and liked my ideas enough to find out more about what I offer.

Direct traffic and traffic from referral sites both represent people who have already warmed up to the idea of finding out more about you. That's much different from just having your website pop up in a list of search results.

I really like what Rick Spence writes in the June 2008 issues of Profit magazine, "... the Web isn't always about the masses. For many niche businesses, Web marketing means drawing your best customers closer and closer." (Read Rick's article)

So do what you can to keep search engine optimization (SEO) on your side - write a lot of fresh content, and write for your niche by using the language they'll use when they're looking for information and help.

Then, turn your attention back to cultivating your relationships, because that's what will send direct traffic and referring site traffic your way.

Writing Prompt: How can you greet your website visitors as if they've all come as direct traffic or from referral sites? How can you treat strangers (search engine traffic) like friends?

P.S. There are also such things as human search engines (Mahalo) and social bookmarking sites (del.icio.us), both of which allow Web users to access search results that are based on human entries versus computer-generated ones.

Have you been to the library lately?

In the post Want to write more? Read more - RSS can help, I focused on reading newsletters, websites and blogs. Because I have an Internet-based business and do 98% of my work on the computer, that's naturally the first place I go to do some reading.

But, do you remember books?

There's always a book on my nightstand that I read for pleasure, though it can take me months to get through one, at only a few pages a night.

When it comes to business books, because I know that I simply don't have a lot of time offline that I want to spend reading, I tend not to want to invest in buying my own copies.

So when someone recommends a book, the first thing I do is head over to the Toronto Public Library website.

From there, I can browse books, then log in and reserve the ones I want. They ship the books to my nearest branch and call me when they arrive. Then I have a week to go pick them up before they put them back into circulation.

When I do get my hands on the book, I tend to skim, not read. Usually I find at least one golden nugget that I can write about here and/or apply immediately to my business.

I've used the library a lot as I've been working on the Customizable Style Guide for Coaches who Write. Not too long ago, I was walking out of the library on a sunny Saturday afternoon. I'd just picked up two resource books for the style guide, and I had a huge rush of gratitude that the library is there for me and others who have a passion for knowledge and reading.

Writing Prompt: Writing book reviews is a great way to stay on top of the issues facing your prospective clients. Consult websites, blogs and trade magazines that attract members of your target market, to see what books they're talking about. And when you get the book, check out who the authors list as references and key influences. You don't have to write a formal review, you can just share your impressions of the book, summarize the main lessons you took away, or tell a story about how the book influenced your business or your life.

P.S. Of course, another way for busy people to access business books is to listen to them. My sister is a big fan of audio books, though I haven't really explored those yet. Away from the computer, my life is surpisingly low-tech. I finally have a CD player in the car, but still no .MP3 player ;)

More about story telling

In her article, Telling a Good Story [this link doesn't seem to be working, hopefully that's temporary], blogger Michelle Miller (of Wonder Branding: Marketing to Women), tells us how three big companies have used authentic and consistent story-telling as a marketing strategy, and describes the positive results they've gotten.

People love to hear stories, and Miller also makes the point that as consumers we love to feel "in the know" about what's behind the brand, company or service professional we're dealing with.

In another post at GrokDotCom, Michelle shares her own hilarious story about going into the garage for a hammer (and later pulling the hammer out of the fridge) to illustrate a key reason that female shoppers sometimes abandon an online purchase before they're finished (read the story).

In my blog post, Look Around and Make Connections, there are a few other examples of how a quirky personal story can help make your point and keep readers coming back.

Writing Prompt: Your readers want to hear more about what goes on behind-the-scenes of your business. Let them in by sharing a story.

Seth Godin on How to Write Like a Blogger

Last month, Seth Godin offered up some writing gems from the blogging world in his post, "Write Like a Blogger."

I especially like point #3, "Drip, drip, drip," about how we can introduce a theme or idea in pieces, over time. It gets back to when I asked if you're "trying the write the article of a lifetime?"

Point #4, "It's ok if you leave," challenges my practice of setting up outside links from my blog posts to open in a new window. He suggests that if my writing is interesting enough, you'll come back - no matter how many other interesting places I send you.

What do you think about that? What do you do in your own blog? Does having links open up in a new window keep you reading my blog longer? Do you appreciate not losing your place and having to find your way back, or does it simply annoy you and clutter up your desktop? Please submit your comments below!

Writing Prompt: Take out a recent piece of writing, or even better, something you're finishing up right now. How could writing like a blogger improve it?

What on earth do I mean by, "Einstein hair"?

Once in awhile, I'm awakened by my creativity. It actually rouses me from sleep and makes lounging in bed impossible. I simply must get up and capture the ideas - there's a fear there, that if I don't, the ideas will be lost forever and I won't get any more.

Now, I know for a fact that's not true. I've been shown that the best ideas will always come back, sometimes seeming new again.

And in those early morning hours, long before rational thinking sets in, the desire and will to bring my ideas to fruition - together with that little bit of fear - propels me out of my comfortable bed and to the nearest piece of paper.

Once sparked, my idea-generating capacity usually snowballs into a free-flowing pool of ideas. And while I'm trying to get myself showered, dressed and ready for the day, they just keep coming. And so in between the bathroom and the bedroom, my moisturizer and my comb, I'm back and forth to the desk or kitchen table to jot down more and more things.

Now, there's a certain time limit to how long I can leave my hair wrapped in a towel. Ideally, it's just long enough to dry it a bit, but not too much that starts to take on the funny shape it's in.

On these creative mornings, my "towel time" can extend far past its limit. And the result? Einstein hair, sticking out in all directions. For me, it's a badge I wear with honour for the rest of the day.

Christianne Northrup, in her book, "Women's Bodies, Women's Wisdom," writes about some of the things women go through as they cycle through the month. Interestingly enough, these highly creative times that I experience can actually be traced back to that cycle. Even down to the detail of how vivid my dreams can be at certain times, as well.

I wrote about the creative cycle in the Everyday Artist newsletter, back in June 2006. It's fascinating to take a look back and see how my creative cycle is being expressed today.

Writing Prompt: What can you do today to honour your creative cycle? Do you have an idea catcher in place? Check out two of my favourite idea catchers - jott and blogging, and also watch for upcoming news of a brand new idea catcher that I'm putting together for you!

Personas - Who are you writing to?

Well, like I said, "Want to write more? Get out more!" When I got out to CaseCamp 7, I met June Li, a web analytics specialist and the founder of ClickInsight.

June has another really nice way of explaining what I was getting at in my writing for your niche post. Check out her discussion of personas.

She also has plenty of other great tips for getting the best results from your online efforts.

Website Manifesto - I'm taking a stand

I write and edit materials for coaches, speakers, mediators and organizers because the world needs you and I want you to succeed.

That's why I'm taking a stand against websites that are:

UNTARGETED......

C'mon, already! This is one step you simply can't skip. You can put it off, a little, if you're new. You may even need to wait until your niche or target market finds YOU. But be on the lookout, know it's coming, and make it your goal to define your niche as soon as you can.

Andrea Lee, author of Multiple Streams of Coaching Income and co-author of Money, Meaning and Beyond, is co-leading a tele-summit about the hottest coaching specialties. I'm proud to be an affiliate of Andrea's amazing offerings, and you can find out more about this latest one here. 

UNCHANGING......

If you're being held captive by your website designer or your website host and you can't update your content easily or inexpensively, start taking action to make a change - now!

Write a blog, post articles, do expert interviews or share and comment on the latest news.

UNSUCCESSFUL

Here are the TWO KEY THINGS missing from an unsuccessful website:

1. An opportunity to stay in touch with you by signing up for your mailing list. As Sandra De Freitas points out in her upcoming book, unsuccessful websites are like one-way conversations. Don't let your visitors disappear without establishing an ongoing connection and an opportunity for conversation.

2. Clear, straight-forward instructions for the actions your visitors should take while they're at your site. Of course, their main action will be to sign-up for your mailing list. And what's next? If you don't know, they won't know. And if you don't direct them, they won't do it.

For more simple tips to improve your website, please re-visit my blog post, "Top 5 Ways to Make Your Website Work for You," and watch for the upcoming post, "Website Help."

Want to write more? Read more - RSS can help!

One of the things I love about Dina Lynch is that she's always referring to something interesting that she read or heard about. She really keeps her ear to the ground and fulfills what Andrea Lee wrote about in the Multiple Streams of Coaching Income chapter, "Excuse me, can you be my Google?" She does it for her membership site for mediators, and now she's doing it on her brand new blogsite for boomer-aged couples.

I try to keep up with the news, I really do. I LOVE to read and can get lost for hours if I let myself. Which I rarely do, but that's another issue.

The reason it would take hours is because of the sad state of my Inbox. You see, it's flooded every week with the daily, weekly and monthly newsletters that I subscribe to AND email alerts from Feedblitz or Feedburner that tell me when the bloggers I'm watching have posted something new. Sadly, I end up overwhelmed and often don't read any of it.

Now, I've known about RSS readers for awhile. I've had a Bloglines account for ages, I just never used it. For whatever reason, it just didn't work for me. At a recent PWAC seminar about new media tools, I was inspired to give RSS another try.

Some research at the SEOmoz site led me to BlogBridge. I'm still in the process of subscribing to my favourite blogs, but so far I am REALLY enjoying my new feed reader AND I'm already using it quite a bit.

I'm also UNsubscribing to several email newsletters, if the author has a blog or if I'm simply ready to let them go. Why stay subscribed if I'm not reading them anyway?

My experience with Bloglines and BlogBridge reminds me that as amazing, cool and seductive these tools can be, they're only useful if we use them!

Want to write more? Get out more!

Ok, so I thought that my editorial schedule and expert interviews would keep me blogging on a regular schedule. But as I get busier and busier (and I'm so grateful for the abundance of business I'm receiving), blogging has seemed to be the first thing to slip.

Today, I'm excited about blogging again? Why?

Well, it started by venturing out of my home office and into the world. I'm ALWAYS rewarded when I do that. I never know quite how or when it will happen, but it does.

At last month's PWAC seminar about new media tools, I heard a wonderful speaker, Joan Vinall-Cox. A writing coach, editor and educator, she is also a Web 2.0 consultant. I was so entranced by her warm, accessible way of describing all of the cool Web 2.0 tools out there.

Many of the tools weren't new to me, but my enthusiasm got sparked. I've now got my very own delicio.us account (http://delicio.us/lindadessau) and a great new feed reader that I'm actually using (more on that in another post). Plus, Joan and I have set up a chat and I'm really looking forward to getting to know her better (and maybe finding an opportunity for YOU to get to know her, as well).

I got a bit futher out of my comfort zone at CaseCamp. Unlike the CaseCamp event I attended at a museum in July 2007, this one took place in a loud, dark dance club filled with hundreds of people, mostly gen-Y'ers. I heard some inspiring, interesting and entertaining presentations about how people are using Web 2.0 tools. I'm still following up with some of the contacts I met - so the rewards of that outing are still to be revealed, but I'm really glad I went (and I was glad to get home to bed).

Publishing Your Article in a Print Magazine - Anatomy of a Sidebar

In my interview with Sharon Crawford, freelance writer, editor and writing instructor, she offered some tips on what to put in a sidebar.

Sometimes editors will ask specifically for sidebars, and will include that content in your word count (clarify this before you submit your article). Check out some back issues of the magazine to see the other sidebars they've printed.

As you know, I'm a big fan of Top 10 lists - and that is exactly the type of thing that makes for a good sidebar. And in some cases, your Top 10 list might be the inspiration for your longer article (I'll be writing about that topic next).

A good sidebar MUST be relevant to the story. Often it's a list of tips or resources from the expert author (that's you!) or an expert you interviewed. You could also use quotes (famous quotes or quotes from your interview subject), a quiz or statistics/facts about the topic of your article.

Sharon's suggestion: If content is important enough to include but will interfere with the flow of the story, move it to a sidebar instead.

Publishing Your Article in a Print Magazine - What NOT to do

In my interview with Sharon Crawford, aside from offering a breakdown of a winning query letter, she also suggested some things NOT to do if you want to be published in a print magazine:

1. Don't bug the editor - especially if they're rushing to put out their publication. Follow-up according to their publication schedule. Follow-up once, then let it go. Let them know that if you don't hear back from them you'll be pitching it somewhere else.
2. Don't be vague.If your query was by email, enclose the original email below your new message.
3. Don't sign away all your (copy)rights. Make sure you understand exactly what you're signing.
4. Don't be late with your deadline. If you're struggling (e.g. family emergency or scheduling problems with your interview subject), contact the editor as soon as you know you might be late.
5. Don't go more than 20-50 words over or under your word count.
6. Don't assume anything. Be crystal clear about what the editor is expecting.

Can a computer programmer teach a coach anything about writing? Perhaps.....

Have a look at this series of blog posts by Dave Thomas of Pragmatic Programmer, a publishing and training company for programmers.

To start at the top of this 7-part series, scroll to the bottom of this page:
http://pragdave.pragprog.com/pragdave/writing_a_book/index.html

I particularly liked Dave's suggestion to imagine Readers on Your Shoulders as a way to write what your niche wants to read.

Writing Prompt: Read through Dave's description of the hero's journey and how it relates to the journey of programming novice to expert. What is the journey you want YOUR readers or clients to take?

Publishing Your Article in a Print Magazine - Anatomy of a Winning Query

In my interview with Sharon Crawford, freelance writer, editor and writing instructor, I learned how to "hook" an editor with a story idea - the first step to being published in print.

It all starts with a query - literally asking the question, "so, are you interested?"

Before you even get to that stage, though, take some time to look through a few issues of the magazine that you're pitching the story to. Visit the website or call to find out whether they accept freelance submissions, and for their submission guidelines.

Sharon recommends that your query be no longer than one page. Here is her breakdown of a winning query, paragraph by paragraph:

Paragraph 1: This is where you really need to hook them in to keep reading. Make sure you offer some kind of quirky, unusual twist on the story you want to tell. Show how your story could tie into a current event, piece of news, research study or societal trend. This paragraph will often end up in your full article.

Paragraph 2: Now, you pitch the specifics, "so, how about an 800-word article about __ (topic)?" List the things you could talk about, with examples, and show the editor you've already put some thought and research into it. Point form is appropriate for this section.

Also, show that you're familiar with their specific publication, and suggest different sections where the article could fit. Talk about why their readers, in particular, would be interested in reading your story. Point out how your story idea matches their editorial schedule.

Paragraph 3: Describe your subject, the person you could interview for the article. That means that before you even sit down to write your query, you need to have chosen someone, spoken to them briefly and they've agreed to be interviewed.

You'll also want to mention any other people you could interview, such as people who know your main subject and can offer a different perspective about them or the experience you're interviewing them about.

For example, if you're going to interview someone who has achieved success from hiring a life coach, you could also interview that person's spouse, boss, colleague or friend to hear about the changes they've witnessed from the outside.

Paragraph 4: Why are you the best person to write this article? Here is the place to talk about your credentials, and the personal and professional experiences that make you uniquely positioned to tell this story. Cite examples of any previous articles you've published, particularly on the same or similar topics.

Paragraph 5: As you're closing your query, make it clear that you're willing to work with the editor's suggestions. Notice how Sharon suggests you use the word "could" throughout the query. The more open you are to questions, revisions and rewrites, the more likely it is that you're query will be accepted.

Finally, let the editor know that you're going to follow up, and when. And by all means, do it! If you show them in the query process that you're responsible, committed and true to your word, they'll be more interested in working with you. Deadlines count!

Thanks again to Sharon Crawford (http://www.samcraw.com) for providing this great information!

Publishing Your Article in a Print Magazine - An Expert Interview with Sharon Crawford, freelance writer, editor and writing instructor

Sharon Crawford and I met at an evening seminar presented by the Toronto chapter of the Professional Writers Association of Canada. I've really been enjoying these events, and I appreciate the work that Sharon and the rest of the PWAC Toronto executive put into them! 

I asked Sharon if we could get together for a chat about print magazines. It's a subject that came up in a survey of my readers awhile back - and I suspect that more than one of you are curious about it.

We talked briefly about her early days in the business - I was curious about the first story idea she ever pitched to an editor. It was scary, she said, but it went so well that she drew up the courage to pitch a second one right there on the spot - and he took that, too!

Sharon provided some wonderful details and tips about "hooking" an editor with a good query. I've put these together in a separate post, "Publishing Your Article in a Print Magazine - Anatomy of a Winning Query" (coming soon).

Listen to my interview with Sharon below:

To find out more about Sharon, please visit her website at www.samcraw.com.

Get to the Point - My Newest Elevator Pitch

The latest tweaks to my elevator pitch came as a result of reading these words from Michel Neray of Essential Message:

"Is context clouding your message?

If you're like most people, you feel the need to give people the context of what you're saying before telling them the important stuff.

You probably do it in your memos, proposals, networking introductions, presentations and speeches, and sales letters.

While context can be crucial in some situations, it often creates distance between you and your audience.

These two techniques help you -- and the people you speak to and write for -- get to the point more quickly. Try them. They really work.

1. Next time you introduce yourself in public, like at a networking event, don't give your audience a chance to tune out: skip the part about your name and your company, and get straight to what you offer.

They couldn't care less about who you are until after they think you have something they need. Starting with non-essential stuff simply gives them time to tune out. If they show an interest, you can easily fill in the blanks later.

2. Next time you write a memo, recommendation or email, try this after you write your first draft. Replace the first paragraph with the second paragraph or delete it entirely. For a case study we developed for a client, this is exactly what we did -- with dramatic results.

Instead of giving the company background and context, now the very first line of the case study is: 'Global success couldn't keep Carrefour Spain from falling prey to the retail industry's most common problem: inventory and cash shrinkage.'

Admit it, you want to read more too..."

Michel's newsletter is a quick and fun read -- subscribe free at www.essentialmessage.com.

Writing Prompt: How will you use Michel's ideas to get to the point in a piece of writing you're working on right now?

Now, here's my new elevator pitch:

"My clients have great ideas for a self-help book they want to write. They know having a book will bring them more credibility and more business. But they're intimidated by the writing process or they're worried about the quality of their writing. That's why they're so relieved to find me! I'm Linda Dessau, I'm a ghostwriter and editor, and I put my client's great ideas into writing. My website is www dot you talk dash I write. That's www dot you talk dash I write."

I tried it out the other week at Referral Quest and it felt like a winner to me, what do you think? Your comments are always welcome and appreciated!

Audio Isn't Enough: 3 Ways to Enhance Your Live or Recorded Offerings

If you're a visual learner like me (see "How Do You Like to Learn"), audio offerings probably leave much to be desired. I'll only attend a live tele-class if I'm really keen on the company (Andrea Lee is a fabulous tele-class host and I always enjoy being in her presence).

However, I'm ten times more likely to attend a tele-class if I receive a handout beforehand (Beth Lyons did a great handout for a New Coach Connection class she taught back in '06 - wow, time flies).

If I don't get notes from the teacher, what I'll do to help myself is take notes as I listen. As I type, I'm seeing the information laid out on the page and all of a sudden I'm learning visually, just the way I like it.

Otherwise, it can be very difficult for me stay focused or grasp the concepts I'm there to learn. Quite simply, you'll lose me. IF you even get me to show up in the first place.

As you can probably guess, I'm also not one to purchase a recording of a tele-class after the fact, or any other audio products, for that matter. No matter how interested I am in the topic or how much I like the person. If it's not packaged with a written resource that has the same information, I know I'll never use it.

If you're offering audio, consider how many visual learners might be in your midst, and how you can draw them in instead of turning them away. Here are three ideas:

Writing Prompt - 3 Ways to Enhance Your Live or Recorded Audio Offerings

1. Before a live telephone event or as a free give-away to promote an audio product: Provide callers, students or prospective customers with an outline of what you'll be covering in the audio.

I like using PowerPoint slides for this because it also helps me to structure my content and keep it organized. Include blank pages for notes for people who will print the outline before the call. You can check out Guy Kawasaki's thoughts about the 10/20/30 rule for PowerPoint presentations.  Personally, I like to think in 3's, so I aim for 3 main topics and then 3 sub-topics for each of those.

2. After the event or as an added bonus: Provide an enhanced transcription. Thanks to Leesa Barnes for recommending the folks at E24. Once you receive the raw transcription, go through it carefully to make sure it stands alone as a written document.

3. For a real WOW!: Provide a learning guide - a workbook that combines an enhanced transcription with questions and exercises that deepen the learning and offer opportunities and ideas for how the reader can apply the information immediately in their own life. You may also want to combine this with a special offer of a one-time coaching or consultation session with you, to discuss their specific situation. Give the session a catchy name that relates to the topic of the audio.

It doesn't matter which option you choose, just please remember that for us visual learners, audio isn't enough!

Linda Dessau is a writer and coach. She'll put your great ideas into words, and polish them to a shine. Imagine the relief! Visit http://www.youtalk-iwrite.com for your FREE Top 10 Article Generator worksheet, or head right to http://www.lindadessau.com/talk-write-start.html to get started on your Learning Guide.

The Editorial Schedule: Not Just for Magazines

I recently put together my 2008 Editorial Schedule, and boy am I pumped! I admit that it's been a struggle the last couple of months to blog as frequently as I'd like to.

With this schedule in place, I know exactly how I'll be creating content this year. I haven't chosen all of my topics ahead of time, so there will still be plenty of room for spontaneity and creativity and HEY, I can always blog MORE.

What I've laid out in my editorial calendar are the SOURCES for my content, so that it's an automatic process.

For example, to write my fifth blog post of every month, I'm going to cull through my "Learning" folder in Outlook. "Learning" is one of my 2008 Business Plan strategies, so it gets it's very own folder for the newsletters and blog updates that interest me (and that I think might interest you).

I don't even try to read all of these when they come in, but when it's time to write my blog post, I can skim through the subject lines, articles and posts for ideas that jump out at me.

This is the first year I've used an editorial schedule, so let's all watch and see how well it works! Hopefully you'll notice that I'm posting more frequently.

Writing Prompt: Put an editorial schedule to work for you in 2008. Simply plot out a space for everything you want to publish this year, and fill-in-the-blanks. You can do as I did, and think of HOW you'll write the content when the time comes, or you can go one further and actually create your list of topics for the year. If you publish a monthly newsletter, that's 11 more spaces to fill in and you're done! Imagine the relief!

What Would You Hear from Your Ideal Customer if You Were a Fly on the Wall?

Too often there's a disconnect between what we want to sell and what our ideal customer is looking to buy. I've heard marketing experts share that we need to, "sell them what they want, so we can then give them what they need."

For example, even though we know, as coaches, that people need life balance, serenity and better self-care, they may not be ready to even think about those things. They may, however, be very open to a solution that addresses what they ARE ready to deal with.

To write in a way that your ideal customer will relate and respond to, imagine that you're a fly on the wall at a coffee shop.

Your ideal customer is confiding in a friend about a problem. It's a big problem, and it's keeping her up at night.

What words would she use to describe the problem? Get as specific as you can about:

1. What is the problem?
2. Why is it a problem?
3. What's the impact of the problem?
4. How will her life be (and how will she feel) if the problem continues or gets worse?
5. What solution is she searching for?
6. How will her life be (and how will she feel) when she finds that solution?

The closer you can match the words your actual customers and potential customers are using to describe their problem and YOUR solution, the quicker they'll be able to see that your product or service is the match for them.

Writing Prompt: Write out the conversation between your ideal customer and her friend. Read it out loud and really get into character. Channel your customer! Now bring that exact language into your next article, blog post or promotional email and get ready to connect.

Curious about Copyrights?

I came across this helpful link when doing some research for a client:

http://fairuse.stanford.edu/Copyright_and_Fair_Use_Overview/index.html

Websites, blogs, magazines and books are great places to look for ideas and trends. And be sure to always give credit where credit is due.

What Self-Help Readers Want

To help you get into the minds of your clients, prospective clients and readers, I started to ponder what self-help readers want.

I used myself as an example (as an avid reader of self-help books, articles, websites and blogs), which I thought was a pretty good place to start........

1. They want to feel at home. They want to see words they know and they want validation for some of the theories they've already come up with or accepted on their own.They want to have a pretty immediate grasp on the material - they're not here to study, they're here to learn.

Writing Prompt: Keep your language simple and straight forward. That will be far more impressive than an academic vocabulary.

2. They want a solution to their problem. They want their lives to improve, they want to get better, they want reassurance and hope that things won't always be this way.

Writing Prompt: Tune into the unique, specific problems that your ideal customer wants to solve. Use the same language they would use to describe the problem and your solution.

3. They want to know they're not alone. They want to hear you say that you've known and helped other people like them, maybe even that you were once like them and you found a way out.

Writing Prompt: Use examples, case studies and your own life stories. Balance theory with real-life experience.

4. They want to know that they haven't wasted their money. They want to know this book isn't like others they read and then shelved.

Writing Prompt: Provide lots of suggestions for real-life application of the solution, and follow-up options to get more support if they need it. Don't leave them hanging.

5. They want to know, like, trust and interact with you. They want you to be an expert who is still approachable.

Writing Prompt: Offer a way for readers to interact with you, such as a blog or discussion forum. Invite comments and questions via your website and/or email. Share news about your new successes and offerings.

3 Mistakes to Avoid in Your Presentation Notes

Last year I was fortunate to participate in several presentations, both as a speaker and as a listener. I came away with many examples of good and not-so-good presentation notes.

Here are my top 3 mistakes to avoid in your presentation notes:

1. Don't give away all of the answers. Keep some mystery alive, so that someone can't glean the entire message and value of your presentation just from the notes.

Lynda Robertson of the Sandler Sales Institute handled this brilliantly by using a quiz as her handout. As her presentation progressed, we answered the questions together and she expanded on each answer with many more details.

I've seen other presenters and tele-class leaders do this by providing point-form outlines only, with blank pages for attendees to write in their own notes.

2. Don't confuse your audience. Finalize your presentation early enough so that whatever you've submitted to the conference organizers matches the presentation you're actually delivering. I sat in on a presentation where this wasn't the case and it really distracted me!

Also, don't make your audience work too hard by giving them too much to read. Leave enough white space on the page so they can digest the information and fill in the details that they find most relevant.

3. Don't leave your audience empty-handed. Even if you weren't able to get presentation notes ready ahead of time, offer to email notes to anyone who's interested, or set up a special download page on your website. You can combine this with a special offer for attendees.

Don't forget to bundle this with a subscription to your email newsletter AS LONG AS you are upfront about it, and that you offer a no-hassle way to unsubscribe at any time.

Like any other piece of writing, presentation notes deserve your time and attention, because they'll be representing you long after your presentation is over.

Writing Prompt: Take a fresh look at your presentation notes and make sure you're not making any of these mistakes.

Improve Your Vocabulary and Feed the Hungry

Introducing http://www.FreeRice.com, a website where you can expand your vocabulary while making a real difference.

Your writing will be more interesting and hungry people will get the food they need.

I've been donating via http://www.TheHungerSite.com for quite awhile, and now I've added http://www.FreeRice.com to my "Home" tabs that open up every morning when I start my computer and launch my web browser.

My only concern is that it's kind of addictive to see how many words I define correctly, and what my score is ;)

De-Clutter Your Message

At Thursday's SOHO meeting, I heard Mark Bowden of Truth Plane speak about how to "Stand Out and Be Heard." And while he was talking specifically about how we could improve our "elevator pitch" and other presentations, I think that one of his points was also very relevant to our writing activities.

Someone in the audience asked Mark about how to create great content for a presentation. She said she always runs out of time with lots more she had planned to share. I could certainly relate, and I leaned in close to hear what Mark would say.

Turned out that Mark's message was very similar to what I shared in "Trying Write the Article of Lifetime?"

He suggests that we choose the ONE thing we want our audience to know about (and how to do it) and focus on just that one thing.

He used the example of the importance of building trust in order to make a sale. So if "trust" is the one thing you want to get across as your most important point, spend the entire time in your elevator pitch, speech, article or other communication talking about how trust is important, and how to get it.

So, make your point, support your point, and then repeat your point. Over and over. At the PWAC Toronto seminar earlier this month, John Watkis stated that your goal when you're speaking is to deliver a message that will be heard, remembered and shared. Isn't that our goal when writing, as well?

Quick Writing Prompt: In the piece of writing you're working on right now, what is the one key idea you want people to take away from it? How can you "de-clutter" your message so it hones in on that one thing?

Corporate Coaches - CHOICE, the magazine of professional coaching, is looking to hear from YOU!

Thanks to my colleague Kathy Mallary of http://coachingbiztips.com for alerting me of this upcoming deadline. I've already written several of my clients to let them know of this opportunity.

If you're a corporate coach, this would be fantastic exposure. Here are the details:

Call for Contributions - March 2008 Issue
Theme: Corporate Coaching

Back by popular demand is the choice Magazine review of corporate coaching. Are corporations showing greater success as a result of the increase in corporate coaching? Some corporations now employ many fulltime coaches, while others are still outsourcing their coaching. Read our interviews with leading CEOs, coaches and coaching clients who will talk about their experiences and perspectives on this form of leadership support. Article Deadline: December 20, 2007

NOTE: See the choice editorial guidelines and submission requirements at
http://www.choice-online.com/article-guidelines.html and
http://www.choice-online.com/article-submission.html

Quick Writing Prompt: What are you waiting for? Send your submissions to articles@choice-online.com - good luck!

Don't have an article ready? Let's talk! http://www.lindadessau.com/talk-write-ghostwriting.html

Or do you have an article started that needs some polishing? http://www.lindadessau.com/talk-write-power-edit.html

A better elevator pitch? You be the judge

At a SOHO Women International meeting this morning, Lynda Robertson of the Sandler Sales Institute gave a presentation about prospecting.

I'll be blogging more about the great tips she shared, but here's one I applied immediately when I was sharing my 30-second introduction ("elevator pitch").

Here's what I planned to say:

"I'm Linda Dessau of You Talk, I'll Write. As a ghostwriter, I take my client's great ideas and put them into writing, both online and in print. As an editor, I polish those words to a shine. I work exclusively with coaches, speakers and organizers. I've created an article writing tool and you can download it for free from my website at www.youtalk-write.com."

Here's (roughly) what I said, after hearing Lynda's presentation:

"I'm Linda Dessau of You Talk, I'll Write. My clients have great ideas, but they're intimidated by the writing process, or they're worried about not writing well. So, as a ghostwriter, I take their great ideas and put them into words, both online and in print. And as an editor, I polish those words to a shine. I've created an article writing tool and you can download it for free from my website at www.youtalk-iwrite.com."

Did you notice what was different?

Lynda asked us all to think about which EMOTIONS we include in our 30-second introduction.

She reminded us that people buy based on emotion, and so we need to help them make the link between our product and services and the EMOTIONS that they either relieve (e.g. stress, worry or  fear) or elicit (e.g. peace of mind, confidence or satisfaction).

Do you have any suggestions for how I could improve my 30-second introduction? What positive EMOTIONS do you think my clients experience when I deliver their completed writing project?

Quick Writing Prompt: Whether you're speaking or writing, how can you bring more EMOTIONS into your message? Which emotions are tied in with your product or service?

Feeling unequipped to meet a challenge? Look what George can do!

Please enjoy this truly inspirational video of dancer George Velazquez.

http://www.dancingoutofthedark.com/

Quick Writing Prompt: How can you apply George's story to the challenges your clients are facing? Write about it!

Trying to Write the Article of a Lifetime?

One of the Top 5 Writing Mistakes that I identified in last Friday's "From Ideas to Income" teleclass was trying to cram too many points into the same article (or other piece of writing). I called it the "Article of a Lifetime" mistake.

When we're excited and passionate about the ideas we have to share, and when we're genuinely concerned with helping other people find solutions, we want to SAY IT ALL.

However, trying to bring together all of those ideas at once can make it very overwhelming for your reader. That means they might abandon your article before they get to the end. And that's where your most precious real estate lies - the "call to action" and invitation back to your website to join your mailing list in exchange for a free gift (a "pink spoon").

Instead, stick to one main point (with two or three sub-headings) in each article, and then celebrate the fact that you've got content for more articles!

So don't try to write the article of a lifetime. Remember, you have a lifetime to write articles!

Quick Writing Prompt: Look through a recent article that you've written and consider whether it can be divided into two (or even three) articles. Make sure each article has ONE clear main point.

Anatomy of a Business Email

An email is like any other piece of writing - it can greatly benefit from a few extra moments of editing.

Please have a look at this article I wrote, where I share some tips for sending professional and well-written emails.

http://ezinearticles.com/?Anatomy-of-a-Business-Email&id=520408

Quick Writing Prompt: Make your writing the best it can be! Before hitting "send" on that next business email, check it against the tips in my "Anatomy of a Business Email" article.

Writing structures - friend or foe?

As I get ready to teach this week's From Ideas to Income tele-class, "I don't know how to start," I'm now considering the question - are writing structures our friend or our foe?

The answer? Quite simply, both!

On a call with a client this week, we came up with a simple test for when to use or stay away from a writing structure (such as a Top 10 list), and here it is:

If you're bubbling over with ideas, then step away from the structure. Get your ideas out of your head and down on paper - with a pen or a keyboard, in words or pictures, into a voice recorder or to a "scribe" or ghostwriter - however feels best for you in that moment.

In this phase of creative flow, structure is not your friend. It can stunt your creativity and force you into a box before you've gotten all of your ideas out.

However, when you're facing those piles of ideas and it's time to shape them, OR if you're facing a blank page, writers block, procrastination, or a deadline, embrace the structure.

At this point you can rely on structure to call ideas out of you, to fill in any holes, to keep you motivated and to give you a template to work with, so that you can get it done!

Join us on Friday for lots of examples of structures and how to use them. But if you're in the flow, step away....we'll excuse you.

More credibility factors

I shared in an earlier post about some research that Jerry Stevenson cited in a presentation about business blogging. A global study found that "a person like me" has become the most credible source of information.

That reminded me of some other research I'd come across recently about credibility.

Stanford University's Persuasive Technology Lab came up with these guidelines for web credibility, essentially a Top 10 list (I LOVE IT!) of ways to improve your credibility via your website.

Quick Writing Prompt: Measure your own web site against Stanford's Top 10 list. How did you do? What change will you start working on first?

"A person like me" - high on the credibilty meter

At an IABC Toronto event last week, I heard Jerry Stevenson of Buck Consultants speak about Practical Tips for Business Blogs. The talk was geared to communication and public relations professionals working for corporations (most of whom were new to blogging), and I still found lots to take away.

One of the most interesting points he shared was a trust study done by Edelman, an international PR firm.

The study revealed that people all over the world now find "a person like me" the most credible source of information - more credible than doctors or academic experts.

It's another take on the idea I explored when I asked, "Are you a member of your target market?", and is really helpful to remember when you're writing for your niche.

Quick Writing Prompt: What's one way to reach out to members of your target market and let them know you're just like them? What language can you use? How can you write differently? Who do YOU trust as a source of information and why? What did that person do to gain your trust?

Coaching Industry "Mega Trends" - Are You Ready?

My colleague Alun Richards has written an article illuminating the "Seven Coaching MegaTrends Every Coach Should Be Aware Of."

While I've witnessed these trends taking place, I found it helpful to see them laid out like this.

I'm glad that I can have a role in helping coaches keep up with these trends, such as creating coaching products (MegaTrend 5) and coaching programmes (MegaTrend 6).

MegaTrend 4 is the increased need for niches and differentiation. We talked quite a bit about this in a recent tele-class I taught for mediators in the ADR Practice Builder community, specifically, how to write what your niche wants to read.

For instance, we talked about using the same language that members of your target market would use if they were discussing their problem with a friend. They need to feel understood and that you know their problems inside and out (AND that working with you will lead to the solutions).

This is a topic that Sandra De Freitas and I will be getting more into this fall, in our From Ideas to Income tele-class series (Teleclass #3). For more information or to sign-up, please visit http://www.fromideastoincome.com.

Ok, Now I'll TALK and YOU Write!

Ta-dah!

Announcing From Ideas to Income - a 5-part tele-class series dedicated to getting your great ideas out of your head and into writing.

I'm co-leading these classes with Sandra De Freitas, the Tech Coach for Coaches.

Find out more at www.fromideastoincome.com

Hope to "see" you there!

How Do You Like to Learn?

We all have our own preferred learning style. Personally, I prefer reading (are you surprised?) to audio. I enjoy live tele-classes, but not recorded ones. I recently took my first webinar and LOVED it, I was very engaged!

If I'm on a tele-class, I prefer to have a written handout in front of me so I can be reading the information while I'm hearing it.

I think that's also why I'm such a good note-taker. By taking notes it's like I'm simultaneously creating my preferred learning environment - seeing the words on the page or on the screen, instead of just hearing them.

I tried an online test and came out very high as a verbal (linguistic - spoken or written words) learner, and also aural (music and sounds - again, no surprise there!). The test also showed I'm a little more solitary than I am social.

This North Carolina State University article breaks down learning styles in another interesting way - active vs. reflective, sensing vs. intuitive, visual vs. verbal and sequential vs. global.

I encourage people who have audio products or tele-classes to combine them with a written document in order to reach people with different learning styles. We appreciate it when you do!!

Cristina Favreau hired me to help her do just that, and she talks about that in this blog post, Info Product Faux Pas. Don't worry, I'm not part of the "faux pas" part ;)

Watch for more about Cristina and this project in the next Client Story (September 7).

Quick Writing Prompt: How can you expand your product funnel to reach people with different learning styles? How can you help your clients and readers to better understand and benefit from your materials? And if you're already writing, try adding audio!

Ring, Ring! This is Your Next Article Calling....

Look no further than the telephone for your next article or blog post idea.

It's your client calling

For instance, imagine that your favourite client is calling in later today for a meeting with you. What topic do you secretly hope that she or he will want some guidance about?

Oh, I know - it's the client's agenda that counts, and all of that. But look deep and notice what topics feel more exciting to you than others because you can't WAIT to hear what comes out of your mouth when you talk about it.

Write about that!

It's your long-lost relative calling

Of course, the inevitable question, "So, what are you doing these days?"

When you gave your answer, what new points of clarity did you notice when you were invited to explain your business to someone outside of your niche group?

Where was the "juice" or excitement when you described the specific problems that you help your clients to solve?

It's your best friend calling

Here's another call you may have had. You took your "coach hat" off and you were just having a casual chat with your best friend. What brilliant ideas or solutions did you offer for a problem they were facing?

Quick Writing Prompt: Think back to one of those conversations or imagine a future conversation, and capture those gems in writing!

Blogging in Fits and Spurts

Everyone has a time of the day, week, month, season or even year that is their most "fertile" for ideas, creativity and motivation.

In trying to stay active on my blog (I'm aiming for 1-2 posts per week), I'm finding that the best method for me is to notice when I'm "on a roll" of ideas and capture as many as I can all at once.

Sometimes I just jot down a sentence or two and save it as a "draft" post for later. Today, I'm writing and pre-scheduling several blog posts so that they'll be published over the next couple of weeks.

Some people blog so they can have an intimate and interactive conversation with their readers - to share their most immediate thoughts, stories and experiences. A "canned" (pre-scheduled) post just wouldn't work.

I do want to maintain some of that spirit in the Idea Generator, so I'll still be posting spontaneously once in awhile!

But for today, I'm going with my own creative flow and I'm going to get these blog posts written and published while they're coming out of me.

Quick Writing Prompt: When is your "fertile" idea time? How can you make the most of it the next time it comes around? Need some help to generate ideas? Try my new Claim Your Expertise session.

Storytelling - Engage Your Reader

A client asked me to do some research into storytelling as a writing tool, and I started with the book "Never be Boring Again" by Doug Stevenson.

I had remembered Doug because I'd subscribed to his email newsletter years back, and I always liked what he had to say.

Though the focus of the book is on public speaking, and specifically business presentations, I found a lot in here that I plan to use in my writing projects - both for myself and for clients:

1. I've added "Client Stories" to this blog, as a way of demonstrating exactly what I do for my writing clients. I'll publish a new story every month - this is also a great way for me to educate my affiliates and my networking colleagues here in Toronto about who might appreciate a referral to me.

2. Your Success Stories - I'm working on a new flat-rate writing service where I work with you to create a success story that YOU can publish online (or anywhere else) to demonstrate the magical work that you do for your clients. Stay tuned...

3. I'm requesting that clients share their stories with me so we can include them in our work. Then, I'm doing what ever I can to make those stories LEAP off the page, such as re-reading Part Four of Stevenson's book, "Craft a Compelling Story."

People just "get it" better when information is told as a story, don't you find?

Quick Writing Prompt: Think back to a particularly satisyfing project or meeting with a client. Coaches, you could describe clients who've experienced a change in perspective or the replacement of an unhealthy habit with a healthy one. Speakers, you could share a personal story that brings home your motivational message. Organizers, describe the "before" and "after" scenes in your client's space. Check out Stevenson's book or website for more great resources about storytelling.

5 Things to Remember when the Imposter Syndrome sets in

If you're hesitant to put your thoughts down into an article, special report or e-book, it might be because there's a voice inside of you saying ,"Who do you think you are, some kind of expert? Hah!"

I know this situation intimately, since that same thought or one like it pops into my head at least once a day.

It's called the Imposter Syndrome and it can be extremely self-limiting to your success. The good news? You can face these thoughts and talk back to them.

Here are five things to remember when the imposter syndrome sets in:

1. You can't be wrong if you're sharing something you've experienced personally.
2. For any given topic, you'll always know more than some people and less than some people.
3. The people who seem the most confident are sometimes the most afraid.
4. No one expects you to be perfect.
5. You can trust yourself more than you think, so watch out for the temptation to put other "experts" on pedestals and hand over your decisions to them.

Quick Writing Prompt: If the Imposter Syndrome is keeping you from putting pen to paper, talk back to that inner voice and write about something you've experienced personally - remember, you can't be wrong!

Are You Making These Mistakes in Your Top 10 Articles?

1. There's no point. Is there a clear focus to your article, or is it just a rambling of opinions and ideas? Using the structure of a Top 10 list should help.

2. There's no space. Is there enough white space for the reader in between ideas? A good rule of thumb is four lines maximum per paragraph. If you're publishing an HTML newsletter with a sidebar, that could be as few as one or two sentences!

3. There's no discretion. Oh my goodness!!! Are you overusing exclamation marks? If it's really that important, tell us why! Otherwise you're just distracting your reader.

4. There's no reader. Are you talking AT your reader or TO them? Ask them questions, use the word "you", and take a conversational tone in your writing. Try reading your articles out loud as you write. Imagine a client is listening.

5. There's no end. Do your sentences tend to run on and on? Don't make it hard work to read your articles, or your readers won't stay with you. Write clearly and your ideas will be read, understood and spread around.

6. There's no action. Do you let your reader off the hook with passive language? Pull them in by using lots of action words for things they should do, or to describe things you or others have already done.

7. There's no logic. Are you confusing your reader by combining too many points in the same paragraph? Use a clear and concise structure to separate your ideas.

8. There's no match. What is the focus of your list? If it's problem-focused, or a "don't" list (Top 10 mistakes, Top 10 symptoms, etc.), then that's what the header of each point should be. If it's solution-focused, or a "do" list (Top 10 ways to, Top 10 tips, etc.), then ALL of your headers should reflect that.

9. There's no magic. Do your list item titles stand out and attract attention? Choose a similar short phrase or keyword for each, rather than a full sentence. Make each list item title approximately the same length.

10. There's no invitation. Have you ever heard Andrea Lee say, "A confused mind always says no"? In the Author Resource box at the end of your article, make it clear which ONE action you'd like the reader to take – preferably to visit your website and sign-up for your free gift.

Quick Writing Prompt: Print this post and use it as a checklist when you're editing your next Top 10 article. Make sure you haven't made any of these mistakes!

(c) 2007, Linda Dessau.

Linda Dessau is a writer and coach. Her "You Talk It, I'll Write It" service puts your great ideas into writing so you can use them to build credibility, relationships, trust and sales. Visit http://www.youtalk-iwrite.com for your FREE Top 10 Article Generator worksheet.

Who Are You and What Do You Want? Writing for your Niche

I have some bad news, and it might be tough to hear.

Not everyone is going to like you, trust you, believe in you or want to work with you.

You might be rolling your eyes and thinking, "of course not, I didn't think that...."

Take a good look at your marketing, though. Who are you writing your marketing messages and promotional materials for?

I hear so many small business owners say "I work with anyone who......"

Even if you truly believe that anyone and everyone could benefit from your solutions and services, if you try to dilute your message to appeal to everyone, it may not stand out to anyone!

Choosing a niche market is a courageous step. If you've done it, congratulations! Please read on.

If you haven't done it, please Take the Lighthouse Test over at the Perfect Customers website. You'll find the link just above the photo of the lighthouse, along the right-hand side of the page. (I've been recommending this article so much that I became an affiliate!)

Once you've chosen your niche, here are three ways to make sure that your writing is targeted to exactly who you've decided to serve.

1. KNOW your niche.

One colleague of mine, Cindy Morus, of Money Smart Woman, created a composite ideal client named Debting Debbie. She could tell you anything you needed to know about Debbie - including what kind of place she lived in, her education level, what she cared about, and how much money she made. What's more, every time Cindy sat down to write something for her website, newsletter or other promotions, she knew exactly who she was writing for.

Even more important? Debting Debbie, sitting at her computer, could feel that Cindy was talking just to her. She felt seen, heard and understood, and she instantly connected to what Cindy was offering.

As well, there were a lot of people that heard or read Cindy's message that had a "Debting Debbie" in his or her life, and they instantly recognized this was a website they should pass along.

2. Write HEADLINES that draw the right readers in.

Be as clear as you can in your headline about what the reader will find within. Yes, it's important to get the reader's attention by asking questions, using a snappy catch phrase or making a bold statement.

AND, your ideal client needs to know that this material was written just for him or her.

On my website, I address my audience directly at the top of the page "Attention, Coaches, Speakers and (my newest market group) Organizers".

Even if you don't address the person you're writing the article for in your headline, you can address the problem they're looking to solve or the solution you have to offer.

3. RESEARCH, read and collaborate to write for your niche.

Andrea Lee introduced me to the concept of "being" Google for my website and blog visitors. In Multiple Streams of Coaching Income, she writes:

"The fact is people are no longer looking for more information. They are looking for the exactly right information at the precise moment they want it."

Keep up with the new trends and read the latest news. Find, evaluate and share the information your ideal client is looking for.

Also, remember that two heads can create more content than one. Collaborate with another expert in your area of specialty - someone with a complimentary service to your own. Write an article together, interview them and package the recording with a learning guide as a product, or publish a podcast.

Quick Writing Prompt: Who's your "Debting Debbie"? Now look back at something you've written and evaluate whether he or she will see themselves.

Look Around and Make Connections

Some of my favourite articles to read and write are those that connect seemingly disconnected things. What does going to the gym have to do with marketing? Alexandria Brown can tell you. What does feeding your dog have to do with feeding your soul? Lissa Bergin-Boles and Randy Boles reveal that in their latest newsletter. What does winter driving have to do with creativity? I explain that in this 2005 article.

To start making connections, try this three-step process:

1. Notice something interesting. What are the concrete facts? What's happening?
2. What's interesting about this? What does it mean? What's behind the facts?
3. How can this relate to a problem that your target market is facing, or a solution that you've discovered?

Quick Writing Prompt: Notice one thing in your day-to-day travels today and connect it to your work with your target market. Keep practicing and you'll start seeing connections everywhere you turn.

Top 10 ways to re-use frequently asked questions

1. Publish an FAQ page. If you haven't done so yet, add an FAQ page to your website. If you already have one, update it with new questions as they come along.
2. Save time on your next reply. Keep a copy of your response in a special email folder to recycle when the question comes up again.
3. Hit the drawing board. Create a product that solves the problem - not just for that one person, but for many.
4. Mine for content. Turn your reply into an article or a series of articles.
5. Create an opportunity for learning. Combine five, seven or ten questions & answers into an e-course that's delivered by autoresponder.
6. Call in an expert. Interview an expert on the topic. Record the interview and combine it with a learning guide and/or workbook to create a passive revenue product.
7. Package the solution. Create a concrete, time-limited, flat-rate service that will address this problem or question.
8. Search and research. Research the most current books, blogs and articles that answer the question and review those materials on your blog. Your visitors will keep coming back to you for the latest and greatest information about your area of specialty.
9. Systemize your business. Develop terms (to share with others) and procedures (for you and your team) for your services and most common business activities. Go for maximum efficiency in minimum time.
10. Head off questions at the pass. Edit your website and marketing materials to make sure they're as clear as possible. Try to answer the questions before they ask them!

Remember to smile and be grateful for each and every time someone asks you a question. It means they were interested enough to find out more.

A new Top 10 article prompt

Start your next Top 10 article with this title:

The Top 10 Reasons I used to Believe......OR this one:

The Top 10 Reasons I now Believe.........

I got this idea from a political news story I was listening to on the radio about Canada's role at the G8 summit. The reporter commented that Prime Minister Stephen Harper was a great salesman for climate change because he didn't used to believe in it and now he does. He's changed his opinion; he's been convinced and is trying to convince others.<