More DSI Work

I'm eternally grateful for everyone's response to my DSI question a few posts back.

A few of you confirmed what I had suspected--that the "Your Procrastination is My Priority" tagline could be read as insulting. The tagline came about because one of my friends lives by the saying, "Procrastination on your part does not constitute an emergency on my part." I laugh every time she says it in reference to a client and was trying to tweak it to fit here-- a no go.

 Margot made a comment on the DSI post where she tossed out the phrase "Rapid Response Writer."  Hmm... kind of catchy. Makes me think of a medical alert team though. But it did spark some new ideas that I'd like feedback on. Anyone care for these?

• The Ready Writer
• Ready to Write
• Ready to Write Now
• Ready Write Now

I'll bias my polling and admit I'm kind of diggin' "The Ready Writer." Sounds much more "me" than "Dynamic Communications."

My friend Bernie made a comment in the prior DSI post about the danger of stating my speciality as being last-minute projects in that I'll be inundated with impossible deadlines. She's right, but my thought process was that if people trust me to do a bang-up job on rush jobs, there will be the assumption that I can of course submit superior work within a normal time period as well. But such logic may not translate as I hope.

So I'm thinking if I go with The Ready Writer, I'll point the DSI less toward  last-minute projects and more toward that I'm ready to work to go to work when you are.  So where my prior sample speciality statement read:

Dena Harris is the first choice for last-minute writing projects. That’s because Dena offers the fastest turn-around time on high-quality work of any writer in the Triad.

The new one might read:

 Dena Harris is the first choice for on-time, superior quality projects. That's because Dena offers the fastest and most reliable turn-around time of any writer in the Triad.

I'm not sure that's enough of a speciality though. I would hope most freelancers would respect deadlines and be on time. So I'm still muddling with it. Any additional thoughts/comments/guidance is always welcome.  As with Margot's post, you never know what comment you post may spark something bigger for me. 

Seeking Feedback On My DSI

As you will recall from Tuesday's entry, I'm captivated by a new book called Why Johnny Can't Brand. I've spent some time this week, alone and with others, brainstorming about my DSI or Dominant Selling Idea. I'm going to share that here and ask for your feedback, but first some background.

Right now, 90% of my work comes from writing for magazines. Since I've joined my leads group however, I'm gathering a steady stream of leads for what I'll call corporate writing - web sites, brochures, phone scripts, etc. I've been slow to follow up on these leads because I lack marketing materials. I don't have a brochure to send out (magazine writing doesn't require it) and right now my primary website at www.denaharris.com screams out "cat writer!"

But even though I'm revamping my website and creating a brochure based on appealing to corporate clients, a little perspective is in order. I don't plan on corporate writing being more than 25-30% of my work. But to garner even that, I'll still need to find my speciality within the industry of freelance writing.

The Why Johnny Can't Brand book suggests completing this Speciality Statement:
(Name of Company) is the #1 choice for _________ (speciality). That's because only (company name) has ___________________ (unique reason why, a process or service that others don't.)

So, here's my DSI. I'm looking at positioning myself as the "go-to writer." If you're on a tight deadline or have a last minute project that needs to get out the door, I want my name to come to mind. So sample Speciality Statements for me are:

Dena Harris is the #1 choice for down-to-the-wire writing projects. That’s because only Dena delivers when you need it.

Dena Harris is the first choice for last-minute writing projects. That’s because Dena offers the fastest turn-around time on high-quality work of any writer in the Triad.

These statements are for internal use only...just to get on track.  Now, for a company name, I've got:

• Dynamic Communications by Dena Harris
• Dena Harris - Dynamic Communications
• Creative Communications by Dena Harris

Possible tag line: "Your Procrastination is My Priority." 

I've run this by a few people and here are some options they've thrown out:

• "Deadline Dena" (too cheesy for my taste, but what the heck, I'll throw it out for consideration)
• Tagline: "We deliver the words before you need them"
• Dena Harris Communications
• Dena Harris Communications - Lightning Fast Wordsmiths
  

Here are my questions to those of you who care to respond:

1. Is the niche of being the "go to writer" a strong one? Is it an area that is important to customers?
   
2. Do you like the  "Dynamic Communications" name? Why or why not?
3.  Your feelings on the "Your Procrastination is My Priority" tagline?
4. Any other comments you'd like to add?
   

Why Johnny Can't Brand

I'm reading a fascinating book called Why Johnny Can't Brand by Bill Schley and Carl Nichols, Jr.  The authors advise how to "brand" your company in the form of a single, mesmerizing DSI or Dominant Selling Idea.

The example I like best in the book is a politician who talks for an hour, touching on every campaign issue he can. When asked later what the politician spoke on, an audience member replied, "He wants to raise taxes."  It's the idea that people will only hold ONE idea about you in their mind and it's up to you to make sure that one idea is your DSI.

So for me, a writer, I might advertise that my writing is funny, creative, reliable, low-cost, and I care about my clients. All true, but people can't grasp all that. What the authors purport is that I (or whomever) pick one subcategory within my industry where I can market myself as #1.  So maybe I'm the #1 creative writer in the Triad area, or the #1 funniest writer, or the #1 writer of dazzling brochures, etc. (The downside to this is you have to be able to back up your claim. You can't claim to be the funniest but in reality be as dull as dirt. There's always a catch...)

Blair and I were brainstorming some ideas the other night and came up with one I really like--if it comes off the right way. I'm meeting Wednesday with a group of writer friends to brainstorm ideas for my business and web site and I'm going to run it by them. If it passes muster, I'll post here later.

Sidenote: After we'd brainstormed over dinner, we just fell into silly mode and somehow got on the topic of how great it would be to design a web site passed on themes from past STAR TREK episodes.  So instead of real client comments, I could quote characters like Khan from the wrath of Khan. I could have this on a page that said

Client Comments About Dena's Writing:

"''From Hell's heart, I stab at thee. For hate's sake, I spit my last breath at thee.''" - Khan

Then of course there would be the pricing page where pricing is determined by how fast you need the work done.  "Warp Speed" will cost you more than "1/4 impulse power."  And the web site content reading, "Do you find your marketing pieces being sucked down a black hole or trampled by raging Romulans? Let Dena Harris--half human, half Vulcan--show you the logical way to great writing!"

We'd also have a disclaimer: "I don't work for Ferengi" with a pic of a Ferengi with a thick, red X marked through it.

Yes, this is our life. We were just cracking up  in the car on the way home, coming up with this stuff.  Some Trekie writer should take this and run with it. It's worth it just to have the Khan quote on your site. 

As for me (sigh), back to the branding book...

Is Your Self-Image Influenced By the Opinions of Others?

It's been kind of a crappy week.  What's made it a less-than-satisfactory five days are a couple of writing projects that have gone astray. Or rather, the clients aren't happy with what I've given them.

It's nothing tragic and it's certainly fixable.  One project was a bit of a gamble anyway. I was given vague guidelines (they're very concerned with secrecy) and asked to submit only the briefest of outlines. I got excited about the work and rushed ahead and they're not excited about the direction I took. I knew that might happen and in the big picture it's okay. I'll get more info from them, regroup, and resubmit.

What I don't care for is how much of my mood is influenced by getting one "poor" review of my work. And it wasn't even a poor review. They said they liked a lot of what I had, it just wouldn't work for where they were going.  But I have somehow managed to emerge from life with a "I must be perfect at all times" mindset and hearing "This isn't quite right" on this particular project has noticeably altered my mood.

On the bright side, such downswings in mood or self-confidence are temporary. I'm fortunate in that I actually like the person I am and I never stay down for long. When I worked at the Women's Center, I was appalled at how many women really, truly didn't like who they were or felt they had no value. So if they were handed a blow, they took it to heart and it only fed into their belief system that they're not good enough and never will be. I don't have that struggle, thank God. 

But I can be thrown for loops for hours or sometimes days at a time. And it works both ways. If someone praises my work, I'm on a 48-hour high. I'm not saying there's anything wrong with enjoying praise but I'm seeking a little more balance in mood so that I don't get knocked from my center either way.

I think part of my mood is that I really overstretched myself this summer with work, volunteer commitments, writing projects, etc. and I'm exhausted. I've dropped two writers groups, Dale Carnegie ends in two weeks and I've actually said "no" to several people who've asked me take on new projects, both work-related and volunteer. I'm feeling the strong urge to "nest," and just hide from the world for a couple of months and I'm respecting that. This is the first weekend in months where I have no commitments scheduled. An absolutely, 100% free weekend to do with as I please. I don't even know where to start. Sleeping and reading (and running!) sound like a start.

And to end this entry on a high note, here's a tidbit that came across in the end of a long picture e-mail to me. It made me smile so I'm sharing with you today. Have a great weekend!

"Save the Earth... It's the Only Planet With Chocolate"