Monthly Archives: September 2012

Urban Hiking: A Way to Grow with the Power of Attention

In most of our cities, you find areas you don’t know much about, even if you live there. When you travel through them in your car or on public transport, you don’t pay much attention to them. They just don’t look all that interesting or attractive. Maybe they’re not entirely safe. Walking there may be unpleasant and difficult because of intense traffic, missing sidewalks, freeways and rail lines cutting off access, or a lack of intersections where pedestrians can cross safely.

At home and when we travel, we should pay more attention to these places. We surround ourselves with exquisite, complex environments and infrastructures, but we don’t always know what’s there. The people working or living in these overlooked areas don’t always like it there, either. They may be too poor or uninterested to take pride in their neighborhoods, and let properties fall down and streets be strewn with refuse. If their work takes them there, they probably know exactly how to get in and out while paying minimal attention to what they don’t want to see. As a consequence, many cities include neglected and forgotten districts with large populations.

I think the best way to learn about these areas is to walk through them. It gives you a chance to see the faces, breathe the air, see the sights, without escaping the moment. You never know what you might find. In many years of exploring cities in different countries, I have always found the forgotten districts to be worth the time, risk, and effort it takes to get to know them. Sure, by all means, visit the historic centers, parks, waterfronts, and lovely neighborhoods. But take time out to walk through the no-man’s lands.

If you have a good map of the city you’re in, take a look—how much of it do you actually know or come through with any frequency? How much of it is undiscovered country? Does that make you a little curious? Are you wondering how people live in certain parts, where they go shopping, what their houses, markets, and community bulletin boards look like?

Start with a good map of the city you want to explore. Digital and printed maps are both fine.

I find what often works well is taking public transport to the last station and walking back from there toward the center of town or a neighborhood I know. I recommend this especially for cities that have a roughly circular layout, such as Paris or Cologne. Elsewhere, maybe you need to ask somebody to drop you off with a car. Or, if there’s enough unknown territory to get to know, pick a district and traverse it in a number of directions.

What did I find by doing this kind of hiking? Lots of things tourists don’t see. Niche neighborhoods where people never expect to see an outsider and therefore don’t treat you like a tourist, but like a real person. I will never forget the friendly faces and small interactions in a horribly poor and unhealthy neighborhood at the fringe of Mexico City. There are cemeteries that give you insight into histories and mind sets. Green areas where nature reclaims the territory and settles it with a surprising variety of plants and animals. Fantastic views of city landmarks from new angles. In some older, industrial cities, an amazing wealth of lovely bridges. Post-industrial landscapes, some rotten, some lovely. Commercial buildings, factories, port facilities, train yards, and pocket parks with powerful esthetic appeal.

What do you need for this? Good shoes and comfortable clothing. A sense of adventure and curiosity. An open mind that lets you set your expectations and limitations aside for a few hours. A good map, honestly—not one of those hotel-issued travesties that just show you the downtown core. ID. Some cash to pay for a snack or transportation, but not too much. Your camera, but use it respectfully if you take pictures of people or their private property—get permission when you can. Some paper and a pen, or a recording device, to take notes. This kind of adventure doesn’t cost much except time and attention. Of course, it is also very sustainable as long as your body holds up: Your environmental impact will be minimal.

And, what can you get out of it? That depends on who you are. You might make a new friend. You might fall in love with a forgotten waterfront, a building, or an old bridge. You can tell stories. You might want to take action on a social or environmental situation you become aware of.

However, what I think is best about urban hiking is that it gives us a chance to re-soul districts that are part of our world, but we have numbed ourselves to their existence. Expanding consciousness is always preferable to shrinking it or keeping it the same. Attention is a marvelous, powerful force. If enough people give attention to something, it can change and grow. And so can we, the walkers.

In another posting, I might make some suggestions for walks in cities here and there. Please tell me if you have any you would like to share.

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Filed under mind, personal, sustainability, travel, writing

How to hire a good writer

When content is important to you in making the world aware of your products, services, and company, you need to figure out where it comes from. You can syndicate, crib, copy, and cross-link only so much. Sooner or later you will need your own content. That means you have to find a writer. I’m sorry to hear that.

Writers are easy to find, but it can be so hard to gain any certainty that they are a good fit for what you need. Throw a metaphorical blank page in the air and dozens of them will rush to fill it with verbiage. Independent, hungry contract writers beat the pavement, looking for clients like you, claiming to deliver great quality for minimal cost. Talent agencies promise to hook you up with the best in the industry, carefully vetted and background-checked.

And yet. With all this abundance of talent, much published writing is an embarrassment. It’s far too easy to find poorly written web pages, white papers, case studies, blog posts, and more. Most anybody I talk to can share bad experiences with writers who didn’t understand what the client wanted, became upset at feedback, lacked any flexibility in voice, tone, and style, and had the social graces of a hung-over porcupine.

This is probably not what you want in a writer.

I once worked in an agency where writing was the mainstay of everybody’s paycheck. We hired writers from time to time and tried very hard to figure out who the best candidates were. To that end, we developed a writing test. Most candidates went through this step onsite in the office. Some of the tests were simply bad. If that was the case, one thanked the people, wished them well, and hoped they wouldn’t be upset. Other tests were great. With minimal source material and in a short time, some hopeful writers produced a nice page of technical marketing content. Unfortunately, even the best tests were no reliable predictors for performance on the job. Some writers who tested well went to become fabled contributors. In other cases, the test was the last good piece of work one ever saw. At least once, a writer delivered a very fine test piece, got the job, and quickly realized that writing was no longer of interest to him. Another time, a well-testing writer showed up for the first day, and we never saw him again after that. We spent many hours evaluating candidates and their tests, but we were never able to rely on a meaningful outcome.

At another company, portfolios were important. Writers dutifully brought them in or provided the links to them. When these people applied themselves to what we did, the results could be all over the map. Eventually, I understood that a portfolio simply shows a person has done certain work in the past (unless they faked their show pieces, which is pathetic and happens more often than you think). A portfolio, however stuffed with neat samples, has nothing to do with what a writer will do next. In fact, there are lots of people looking for work who simply don’t yet see that it’s time to move on and that for one reason or another, writing is no longer what they can or should do. It’s too bad, but don’t feel obliged to hire them because you feel sorry.

A good writer personality is more like this – engaging, resourceful, committed, and with a sense of humor.

You gather I don’t recommend testing or judging from portfolios. But how can you be reasonably assured that somebody you interview can come through in a writer role? Here are some suggestions.

  • Creativity and innovation. Take a look at what your potential writer does on her blog and website, and on Facebook, Twitter, LinkedIn, and in other social media. Does she come up with interesting ideas to make white papers, presentations, case studies, and other workhorses more interesting and valuable? Does she sound like somebody you would like to hear more from? Somebody you might like to collaborate with?
  • Ability to connect audiences and writing technique. Everybody will tell you that they keep audiences in mind when they write. They know it’s expected. But many writers will draft in the same style, using the same voice and tone, almost all the time. Ask your writer candidate to discuss a couple of portfolio pieces and show you how exactly she reflected the interests of different audiences.
  • Engagement. What happens when you disagree with your writer candidate? Does she engage in a civil, professional manner, or does she get upset or withdrawn? You need your writer to be an articulate, pleasant conversationalist even when challenged (or edited), or she will not be able to work with people and accommodate different perspectives. How much does she share in the conversation, and to what extent does she react to your statements and questions?
  • Fun and caring. What does it feel like when your writer candidate talks about her work? What does she like about it? Do you find that believable? Do you get a sense that she enjoys her work, or is it just a passion-free way to pay the bills? Do you get the impression she has the enthusiasm to work with you and your people and write, day in and day out? Does she do any writing of her own, just because she loves it?
  • Subject-matter expertise. This should be easy to ascertain. Presumably, the writer has some level of experience with your industry or the type of products and services you offer. Get her to talk about that. How does she see the industry changing? What are the most challenging problems, the most interesting new developments? Does she pay attention to how other writers and their companies in your industry communicate? Does she volunteer any of this, or do you have to elicit it?
  • Questions. Never, ever pursue work (or anything else) with somebody who does not have questions. Such people are just not there for you. You should avoid them, no matter what else they say or how smart they seem to be.

If you get a good response on all or most of these points, good luck to you and your new writer! I’m sure you can accomplish some valuable, enjoyable work together.

(By the way, if you need a writer, might you require editorial assistance as well? We discussed that a while ago.)

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Filed under communications, content, content marketing, marketing, writing

How to write badly (5): “Let’s make up some bland quotes!”

We carry on with our master class on writing badly, which commenced not too long ago and has intermittently continued since then.

As a bad writer, you may find yourself in a bit of a quandary when you have to quote people. You’re supposed to include the voice of the customer in marketing case studies and press releases. You might need to quote the CEO or other executives and won’t get a chance to talk to them. In the company blog, you have to quote business partners that comment on your products and services. If it’s news you need to perpetrate, readers will expect that you give them an impression of what victims, bystanders, offenders, fans, crooks, and thought leaders are saying. The problem is that people usually don’t speak nearly as horribly as you write. They can be lively and interesting, whereas your inclination is toward the bland and predictable. That means you have to make up properly bad quotes, or you will have to explain the odd quality gap between quotes and other copy. I understand this is work and therefore unwelcome. To make your life a little easier, here are a few standard quotes you can use with minimal adjustments.

People talk. For you as a bad writer, this presents so many opportunities to ascribe lame, warmed-over quotes to them.

When you use these quotes, be careful not to insert too many specific references. Their charm largely depends on vagueness and intimation. Busy readers will appreciate that they can scan over a couple of lines without missing anything. You save time that way, too. But you still need to apply your restrained, unmistakable touch. Have you heard that silly story about the joke club, where people have simplified joke telling by calling out the numbers of known jokes instead? A visitor wonders why anybody still laughs if the jokes are so familiar. “It’s in the way it’s told,” somebody explains. It’s like that with these quotes. With practice, you will be able to slip them into your copy as if they came naturally.

About a technical product or service

  • “[product or service name] is an end-to-end solution for the issues we were facing. I would recommend this to anyone.”
  • “[product or service name] stands out because of the innovation incorporated in it. Its rich feature set makes it extremely valuable.”
  • “I don’t know what I would do without [product or service name].”
  • “[product or service name] is a best-in-class offering that will add value for years to come.”

About a company

  • “[company name] demonstrates true leadership by innovating in its industry.”
  • “[company name] leads the pack of comparable vendors because of its track record.”
  • “We are proud to partner with [company name] in advancing innovation in our industry.”
  • “Risk-taking innovation and thought leadership are in [company name]’s DNA.”
  • “[company name] has practically re-invented [category].”

About a person in a new role

  • “[name] expects to hit the ground running and deliver results rapidly.”
  • “Her leadership experience makes [name] a great fit for this challenging role.”
  • “As a natural communicator, [name] will not have any problems in meeting the expectations of [people in whatever roles].”
  • “Numbers don’t lie. [name] has delivered strong results in her last position and we expect her to do so again.”

About a problem

  • “We welcome the opportunity to address this challenge with confidence.”
  • “Circumstances are never quite fair. But we will address the concerns promptly and get to a satisfactory resolution.”
  • “[problem] has been blown out of proportion. While we don’t expect that [problem] will cause any issues for our customers, we are closely monitoring the situation.”
  • “[problem] came at us out of the blue, but we’re ready to take action. We will face this issue with resolve and resourcefulness.”

About something horrible somebody did or said

  • “A diligent review of all the facts will present a very different course of events. In the meantime, I should refrain from commenting further.”
  • “I always strive to maintain the highest standards of integrity. I apologize if some people have the impression that I may have fallen short in this situation.”
  • “I regret if I offended anybody. That was certainly not what I intended.”
  • “I’m reviewing the situation and will have more detailed comments presently.”

About a murderer

  • “He usually kept to himself, but seemed like a nice guy. We didn’t know him well.”
  • “He seemed like an angry guy and always had arguments with people. We didn’t know him well.”
  • “This clearly shows the need for strengthening gun control.”
  • “This clearly shows the need for empowering more law-abiding citizens to carry guns.”
  • “He gave my wife a strange look the other day.”

About a weather-related or natural-disaster situation

  • “I knew we were in for something terrible.”
  • “This is really too bad. We all feel the same way.”
  • “When we were young, we never had events like this happen.”
  • “We will pull together and get through this just like we did through other situations like it.”
  • “We are getting desperate and very concerned this might get worse. We’ve never seen anything like this.”

You’re welcome! More soon.

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Filed under bad writing, communications, content, customer evidence, marketing, writing