The Adventure of Book Writing

This weekend I was reading The Adventure of Living, a book written in the mid 1960s by Paul Tournier, a Swiss doctor and author who has been called the 20th century’s most famous Christian physician. This book is one of my wife’s all-time favorites. I’m not sure why I plucked it from the bookshelf, but I’m glad I did. And there’s a writing angle.

In discussing the paradoxical nature of life’s various adventures, Tournier offers his book manuscript as an example, describing paralyzing moments and what he calls “taking the plunge,” the name of a chapter. He gets it right. As someone who wrestled with a book manuscript not long ago, I can certainly relate to how internal conflict coexists with the act of writing.

Tournier: “This was the case with me a few days ago as I sat on this balcony with my blank paper in front of me, in a state of perplexity. This is the case with every book I write, with every consultation I give. I hesitate anxiously, assessing the risk, and secretly ashamed of my hesitation, which I look upon as culpable timidity. And when this sense of guilt becomes intolerable I take the plunge, saying to myself, ‘Oh well! I must say what I have got to say, and accept the consequences.’”

Then the magic happens. (Or can happen.) Maybe you’ve experienced this.

Tournier: “One page written calls for another. The adventure has begun, and I cannot withdraw from it. It becomes compelling. It forces me to be bold where previously I was in doubt. I have burned my boats and cannot turn back; I have crossed the Rubicon.”

Momentum carries him (and other writers ), but insecurities and doubts never completely vanish.

Tournier: “My fears, the objections which I make to myself, have not in fact disappeared. I have merely repressed them, and I must brace myself, and rush into action in order to counteract them and stop them from calling everything in question.”

Keep writing. Write through the gremlins. It’s the only way.

Take Out the Bad Parts

In his book titled On Writing, Stephen King tells how John Gould, editor of the Lisbon (Maine) Weekly Enterprise, taught him more about the craft in 10 minutes than all his English and composition classes in high school and college. King hired on as a teenage sports reporter and soon admitted he didn’t know much about sports.

“These are games people understand when they’re watching them drunk in bars,” Gould said. “You’ll learn if you try.”

One of King’s first stories was about a record-breaking performance by a Lisbon High basketball player. He watched Gould take a black pen to his copy. “I only took out the bad parts, you know,” Gould said. “Most of it’s pretty good.”

King called the edit “pure revelation,” and wondered why English teachers never taught this. Gould had simply trimmed unnecessary words and phrases.

King mined this gem from Gould, which would help him become a bestselling author. When you write the story, you’re telling it to yourself. When you rewrite it, your job is to take out all the parts that aren’t the story.

Put another way, write with the door closed. Initially, the story is for you and you alone. Rewrite with the door open so the story can belong to anyone who reads it.

Why People Don’t Give

Even in a bad economy, money is circulating. There are a lot of great causes that desperately need money. So why don’t people give?

Many reasons. But the top reason folks don’t write a check, according to fundraising professionals I ate lunch with on Tuesday, is because (drum roll, please) … they’re not asked.

I attended a luncheon for the local chapter of the Association of Fundraising Professionals (AFP) at the Jefferson Center in Roanoke. The speaker was Jeffrey Marks, president and general manager of WDBJ7, the region’s top media company and the local CBS affiliate. Marks spoke about philanthropy and related topics. When he asked what is the No. 1 reason why people don’t give, 20 veterans from the fundraising trenches, in unison, gave the above reply.

Is it really No. 1? I don’t know–maybe. But it has to be high on the list. It’s a no-brainer, really. How can people give if they’re not asked, or not asked on a regular basis? They can’t. Or won’t.

Something to consider as we begin a new year.

3 Gold Nuggets to Uncover From Any Creative Brief

Dave Moore, creative director of Williams Helde Marketing Communications, penned a smart article on creative briefs in the November/December issue of Marketing, a Seattle-area trade newspaper.

Moore begins by mentioning the “staggering number of creative-brief formats” in his career. I can relate to that statement. Clients and ad agencies have innumerable briefs, tools and methods for identifying marketing, brand and communications issues. There are all sorts of questions, prompts and formats used to solicit the input required to address them.

As Moore points out, the answers are far more important than the questions.  Then he reveals three questions that uncover the answers that matter most:

  1. What is the single most important thing we need to say?
  2. What is the key or main message?
  3. You (audience) should (action) because (reason).

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Make It Easy for Target Audience

I once interviewed a salesman named Jim who had made 75,000 sales calls in his 43-year career with a large chemical distribution company. I asked him if any sales calls stood out.

“The first four calls I made when I started on August 20, 1962,” he said. “One fellow told me, ‘If you make it easy for me to buy, I will buy from you.’ I said, ‘I’ll make it as easy as I can.’”

Jim went on to say he was still selling to all four accounts, which were worth millions in annual sales.

Jim’s story is a good reminder of the power of making it easy for your target audience. It can take many forms: making it easy to notice and read marketing communications, respond to a call to action, request more information, make a donation, or buy a product or service. It’s one of the most critical things to consider when adopting a strategy.

Andy Rooney: ‘A Writer’s Job Is to Tell the Truth’

I will miss Andy Rooney, who died last week at the age of 92, even though I haven’t been a regular viewer of 60 Minutes for years. “I wish I could do this forever,” Rooney said after delivering his 1097th and final essay about a month ago.

I remember Rooney and a few of his signature essays such as the the one about Mrs. Smith (of Mrs. Smith’s Pies) that won him one of four Emmys. I wish I could  locate it on YouTube or elsewhere online. I tried.

Rooney was a lovable crank, dispensing opinions and wit from behind his wooden desk. He was funny without trying, apparently.

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5 Fundraising Tips from Hollins President

Last July a Q&A with Hollins University President Nancy Gray appeared in the business section of the Sunday Roanoke Times. I saved it because it contained Gray’s views on how the university was able to raise a substantial sum of money for its Campaign For Women Who Are Going Places during an economic slump.

Hollins did not hire a fundraising consultant, do a feasibility study, or increase its development staff. Instead, Gray said, the university focused on telling its story in a compelling way, ramped up its volunteer leadership and approached its major donors in a very personal one-on-one manner.

There’s much more to the story, which you can read here. Following is Gray’s fundraising advice to other institutions:

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Ulysses S. Grant, Writing Hero

The next time I think writing is hard, maybe I’ll think of Ulysses S. Grant. A new book about Grant (GRANT’S FINAL VICTORY: Ulysses S. Grant’s Heroic Last Year) is out. Roanoke Times book review reminded me of a Grant story I had read years ago.

Grant, of course, was many things.  Chief among them were Civil War hero and 18th president of the United States. But Grant was also a writer and an author. After his presidency,  Grant entered into business with one of his sons and two of his son’s friends. The friends ran off with Grant’s money.

To support his wife, Julia, Grant picked up a pen. Not long after he was assigned four magazine articles on Civil War battles, Grant developed a sore throat, which was diagnosed as cancer when his physician returned from a European vacation. Grant’s writing accelerated. He didn’t want to leave his wife penniless.

A publisher materialized, and Grant went to work on his Civil War memoirs. Before computers, typewriters, legal pads and ballpoint pens, the former general produced a two-volume work of 291,000 words, or 1,215 pages. This while he suffered with throat cancer.

Grant finished the work four days before he died. His wife received $600,000 in royalties. He was a hero once more.

The 5 W’s of a Successful Elevator Pitch

I had read somewhere in the last year or two that elevator pitches were passé. That might be true in some quarters, but I was recently assigned an elevator pitch project, which caused me to revisit the old marketing standby.

Advice on elevator pitch content is all over the map. Ideally, as someone said, elevator pitches are crafted and delivered in language that your mom or the bus driver can understand.

As for what goes in them, I found an article at Microsoft.com to be especially helpful. From that article, following are 5 W’s to consider.

1. What does your company do? (This is where you mention your products or services.)

2. Whom does your company serve? (This is where you describe your clients, customers, or the industry or industries you serve.)

3. Why do they care? (This is where you mention the problem you solve or overarching benefit you provide–or both.)

4. Why is your company different? (This is an opportunity to uniquely position your company and pique further interest.)

5. What is your company? (This can be additional profile information. We’re an accounting firm that specializes in … )

While, as mentioned, there are many approaches to elevator pitches, the above 5 W’s can ensure that you cover the basics.

Vote for My Friend’s Groovy Bus Design

Blacksburg Transit makes a stop on Virginia Tech campus.

My friend and colleague Walter Hearn is entered in a design competition for his very cool work for Blacksburg Transit.  Walter heads his own design-for-marketing agency (Walter Hearn & Associates) based in Blacksburg, Virginia. His clients include corporations, universities and government entities.

The above design “wrap” was created to promote Blacksburg’s use of hydroelectric buses. Show his groovy design some free love by voting at the 2011 BUSRide Motorvision Competition.

Peace, brothers and sisters.