Fall 2010 Kickoff:
A New Year, a New You—Dwell in Possibility
New and current CWIPers gathered in the Willis Tower Conference Center on September 16, 2010, to kick off the new CWIP year. Networking, laughter, and icebreaker bingo were followed by an inspiring presentation by Kathleen Welton: A New Year, a New You! Dwell in Possibility. Kathleen shared her insight on current publishing trends, developing a passion platform, and ideas for achieving success and maintaining balance in the year ahead.
Content Is King
The publishing world’s focus has changed in the past two decades from print to online retailers to an ever-expanding number of publishing platforms including online magazines and articles, Web sites, blogs, e-books, books, audio books, and e-publishers. With so many ways to convey information, content quality is more important than ever. To become a must-have resource for a particular type of content, you must develop thorough knowledge in that area.
Additionally, reading has become more than just knowledge acquisition. The current trend is to create a simplified reading experience for the customer. To do this, make sure you offer reliable, relevant content that is easy to use anytime, anywhere. There shouldn’t be any surprises for the customer, and you want them to know you can be counted on to do things right the first time.
One benefit of content being king and the multitude of publishing vehicles is added streams of revenue. Kathleen commented that, ideally, you want your customer to buy multiple reading experiences. For example, you could use the same content, but a slightly different presentation in your book, audio book, and e-book. Your reader gets a different experience each time, while you do not have to re-create content for each medium.
It’s All about the Customer
Kathleen maintains that the most important factor in determining who thrives and who is left behind in the near future is how effectively you connect with customers. Keep abreast of current trends in your chosen content area, and home in on what is most important to your audience. Conveying an accurate assessment of their needs shows that you “get” them, which builds trust.
Another way to connect is to show your customers you care by involving them in shaping your business and rewarding loyalty. Ask what they think could be improved in your publications and on your Web site as well as what they’d like to see next. What information do they need? What are they curious about? Offer discounts for certain days of the year, such as on a national awareness day related to your content expertise or for repeat purchases.
Your Passion Platform
Kathleen suggested that one route to success is the development of a passion platform. The three P’s of passion are purpose, positioning, and personality.
- First, develop and define your purpose. What are you deeply passionate about? Save articles from newspapers and magazines that pique your interest. Keep a passion journal in which you jot down ideas for subject areas to explore or research. Be willing to attend professional seminars and workshops to further stretch your beliefs about what you can offer.
- The second P is positioning. Where do you want to position yourself or your company in the marketplace? Do you see yourself having an international presence? A strictly online presence? Any particular region of the country? A specific city? What is your content expertise, and who is your audience? A positioning statement answering these questions might read as follows: To be the premier content writer for healthcare professionals and their patients on preventative skin care nationwide.
- The third P is personality. What are your signature strengths? These are innate character traits that aren’t likely to change. Ask family, friends, and colleagues to help you with this. Are you a natural born leader? Do you excel at project management? Are you great at strategizing? At executing plans? Tap into these strengths as you build your passion platform. Hire others to fill in any gaps.
Let your customers see these same positive characteristics through your Web site, newsletter, blog, or social media. What makes you tick? Where have you been and where are you going? Let your personality shine through. When customers feel they know you, they can more easily trust you.
Take Care of YOU
Kathleen touched on the importance of daily balancing of mind, body, and spirit; reflecting on how you currently view your work; and spreading positive karma. She gave an example of balancing mind, body, and spirit as follows: 30–40 minutes of meditation, 20 minutes of walking, and a few minutes reading an inspirational book. Coupons for 100 percent off your negative karma were also available to CWIPers. The idea is to read the coupon, which reminds you to stop before saying or doing something unkind. Your reward is positive karma. Set boundaries with coworkers to prevent potential stress. If you need to come in early and leave early due to nonwork obligations, let everyone know your schedule and at what times they can reach you. Finally, how do you approach each workday? Do you dread the day ahead, or are you inspired thinking about what you have planned? If you are unsatisfied in your current position, where would you like to head? As George Eliot commented, “It is never too late to be who you might have been.”
Celebrate!
Kathleen grabbed the audience’s attention and a few laughs with a musical introduction of “Celebrate” by Kool & the Gang. When your company has a victory, celebrate with ice cream, other treats, or a department picnic. Be sure to celebrate milestones such as number of copies sold, first $100,000 in sales, birthdays, and work anniversaries. Celebrate your victories too!
Thank You
A big “thank you” to Kathleen for spending an evening with fellow CWIPers. Dwelling in her combination of encouragement, professional knowledge, and positive spirit was the perfect way to kick off a new CWIP year full of possibility. CWIP members can log in here to access the pdf of her presentation.