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Susan Carter

Expert Guru
Writer, Marketer, Project Manager, Operations Consultant, Editor, Author, Infopreneur, Publisher ... at one time or another Susan Carter has been each of these and more. As a freelance writer for more than 15 years, Carter has a diverse and eclectic work history writing for Fortune 500 companies as well as small and micro start-up businesses. Experience spans a wide range of both B2B and B2C industries: manufacturing, technology, real estate, staffing services, construction, finance, and 20+ franchise businesses in varied industries. Contracts include everything from developing clients’ marketing materials, to ghostwriting, to documenting operations and training manuals.

Carter spent many of those years consulting on operations, developing business ‘blueprints’ for efficiency, and detailing low-cost, high impact marketing plans. Since 1999 she has authored and continues to self-publish numerous books and home study courses, and provides publications management services to help ‘shepherd’ others to take their manuscripts from rough draft to finished book. Her continued passion and pursuit is to help writers and first-time authors travel their own paths to success.




4 Tips from Susan Carter

Magazine Writing: Attract More Assignments By Using Editorial Calendar Information

Freelance writers quickly learn to ask for and heed writer’s guidelines, but you can get the inside scoop on what topics will be the focus of future issues by requesting a magazine’s Editorial Calendar.

The Editoral Calendar is preset months in advance of the next year's production schedule and is included in the Media Kit. An Editorial Calendar is used by sales personnel to entice potential advertisers to choose specific issues of the publication to place ads that will be complementary to the editorial topics. The Editorial Calendar will define each issue's primary focus, identify secondary topics to be addressed, and promote any upcoming special supplements.

Savvy freelance writers use the Editorial Calendar information as their "secret weapon" to pitch appropriate feature stories, profiles, tips columns, and article series.

Editorial Calendars are easy to get. You will find most publications make them available as downloadable PDF documents from their web sites, usually in the advertising section of the site. Look for a link to "Media Kit" or "Advertising Information." If a downloadable kit is not available on the web site, contact the publication’s advertising department and request one.

Headline Help: Address Reader "Wants" Not "Needs"

Copywriting is a special skill that requires a writer to tap into the fundamentals of marketing. Good marketers know that people are typically moved to action through emotion, not practicality. Promise to solve a problem and you'll capture your readers' attention.

Use this knowledge to your advantage in all the text you write, but particularly in the headline. For example, let's say it's tax time and countless tax accountants are clamouring to attract small business clients. Which of the following headlines do you think will hook more readers to read further?

Headline 1: "We're Your One-Stop Source for Tax Return Advice"
Headline 2: "Tough Stuff Made Easy"

The split test for these headlines returned a response rate for Headline 2 beating out Headline 1 nearly 3 to 1. While Headline 1 addresses a "need" -- a source for tax advice, Headline 2 address a "want" -- making the process easy.

A copywriter who can quickly distill information to communicate a "want-based" benefit in a single headline is worth top dollar to his or her clients. Remember: good copywriting addresses reader "needs" - great copywriting addresses reader "wants."

Control Patrol: Reduce Top Three Home Office Distractions for Increased Productivity

When you have a home office, productivity can suffer if you allow distractions to steal your focus from business. Phone and email are office-related distractions, while things like television, kids, and pets are household distractions.

Identify your top three distractions. With a little planning and rule-setting you can get back on track to keep the work flowing. Here are just a few examples:

- Instead of checking email each time it pops into your IN box, decide to check it only once every two or three hours
- Capitalize on voice mail features so that you can schedule blocks of time to work instead of getting caught up in lengthy conversations throughout the day
- When possible, keep your work space as far from the high-activity areas as possible
- Use the last half hour of your day making your TO DO list for the next day.

If you have family-related distractions, set rules that make sense for your household such as:

- Ask everyone to respect a closed door to your office as being time you are unavailable
- Ask children to use their "inside voice" during the day
- Hire a babysitter for a half day two or three times a week to take kids to the park or the zoo
- Align your working hours to coincide with "downtime" in the household such as nap times, study/homework hours, an hour or two before everyone else rises or immediately following bedtime for the kids.

The advantages of working in a home office are many and small changes can reap big rewards in productivity. You have the luxury to explore creative, flexible ways to balance the demands on your time without demanding more than your family should have to give.

Temp Help and VA's Can Spell R-E-L-I-E-F

You don't need to hire your first employee to get help for your business during busy times. Identify time-intensive tasks that can easily be taught to another and hire help on an as-needed basis using temp agencies and Virtual Assistants (VAs). Be specific about your needs by writing a job description of tasks to be performed, required skills, and expectations. Interview several candidates and take notes to review later so you can compare their individual strengths and weaknesses.

For temp help, conduct interviews in person. For VA's, you will most likely be interviewing by phone so make the most of it. Be prepared with specific questions and make sure they are open-ended so the person can't respond with just a yes or no answer. Ask for references and USE them to help determine if others' experiences with the candidate reflect capabilities that your business needs.

Bonus tip: Depending on the type of help you need, you might consider arranging for an internship program through local schools. It will benefit you, the student, and the community.