1. © 2004, Guidance Communications, Inc.1 of 39 Aside From Technical Writing... What in the World Can You Do? Presented by Jack Massa Guidance Communications Inc.

2. © 2004, Guidance Communications, Inc.2 of 39 What’s Up with this Title, Dude? Aside from Teaching English... What Color is Your Parachute?

3. © 2004, Guidance Communications, Inc.3 of 39 So, more about me... Successful Businessman (Who me?) 2003 Income down 48% So how can I stand up here and dare to give advice? Chutzpah!

4. © 2004, Guidance Communications, Inc.4 of 39 By the Numbers... Three ways to make money as a writer Ten jobs you can do Four Pillars of Your Marketing Plan Five-Step Plan for Controlling Your Destiny

5. © 2004, Guidance Communications, Inc.5 of 39 Three Ways to the $ Sales – Help Increase Revenues Support – Help Decrease Expenses Content – Create Product to Sell

6. © 2004, Guidance Communications, Inc.6 of 39 Sales Sales – Help Increase Revenues Copywriting/Commercial Writing/ Marketing Writing Writing skills are paramount Every organization needs this

7. © 2004, Guidance Communications, Inc.7 of 39 Support Support – Help Decrease Expenses Product Documentation/Online Help Corporate Documentation: Policies and Procedures Training

8. © 2004, Guidance Communications, Inc.8 of 39 Content Creation Content – Creating Product Magazine, newspapers, trade publications, books Actually pays less than the other two Research and writing ability are super- important

9. © 2004, Guidance Communications, Inc.9 of 39 By the Numbers...  Three ways to make money as a writer Ten jobs you can do Four Pillars of Your Marketing Plan Five-Step Plan for Controlling Your Destiny

10. © 2004, Guidance Communications, Inc.10 of 39 Ten Jobs You Can Do Disclaimer!

11. © 2004, Guidance Communications, Inc.11 of 39 Engineering Writer Market: Large or small engineering firms Ten Jobs Tasks: Write, edit, manage publications/proposals Required: Writing, editing, interviewing SMEs, publishing tools Plusses: Engineering or science knowledge Pay: Roughly similar to tech writing

12. © 2004, Guidance Communications, Inc.12 of 39 Corporate/HR/Training Writer Market: Large organizations, writing often freelance or contract Tasks: Write and edit, policies and procedures, training manuals, employee handbooks, etc. Required: Writing, editing, interviewing SMEs, publishing tools Plusses: HR or training background, degree in instructional design Pay: Roughly similar to tech writing or a bit less Ten Jobs

13. © 2004, Guidance Communications, Inc.13 of 39 Corporate Communications Market: Large organizations, marketing/PR firms Tasks: Write and edit brochures, speeches, scripts, newsletters. Manage publications. Required: Writing, editing, interviewing. Sometimes a PR or marketing background. Plusses: Marketing or PR experience. Pay: Roughly similar to tech writing. More at the high end Ten Jobs

14. © 2004, Guidance Communications, Inc.14 of 39 Marketing/Commercial Writer Market: Marketing/PR companies. Or freelance to any client. Tasks: Write brochures, web copy, speeches, scripts, newsletters, ads, stories, etc. Required: Writing skill, creativity, tenacity Plusses: Marketing experience Pay: Hourly rates generally higher than tech writing Ten Jobs

15. © 2004, Guidance Communications, Inc.15 of 39 Medical Writer Market: Research facilities, biomedical companies Tasks: Write and edit brochures, reports, articles for doctors and researchers Required: Writing, editing, interviewing. Often need some medical or science background. Plusses: BS, PhD, MD Pay: Same as tech writing to much higher Ten Jobs

16. © 2004, Guidance Communications, Inc.16 of 39 Trainer/Instructional Designer Market: Large and mid-sized companies of all types. Small training firms. Tasks: Analyze needs; design, develop and deliver training. Required: Writing/design skills. Demonstrated ability creating and delivering training. Plusses: Experience. Instructional design degree or certificate. Pay: Comparable to tech writing Ten Jobs

17. © 2004, Guidance Communications, Inc.17 of 39 Project Manager Market: Contract market, large IT projects Tasks: Organize and track schedule, hire, troubleshoot, write reports Required: Organization and people skills. MS Project. Plusses: Demonstrated experience. Certification. Pay: Somewhat higher than tech writing Ten Jobs

18. © 2004, Guidance Communications, Inc.18 of 39 Web Designer/Developer Market: Large to mid-size companies. Freelance to small businesses. Tasks: Design, code, test websites. Required: Tools and coding skills, creativity, knowledge of web architecture Plusses: Demonstrated experience. Back-end programming skills. Pay: Generally lower than tech writing (except for serious developers) Ten Jobs

19. © 2004, Guidance Communications, Inc.19 of 39 Usability/HCI Consultant Market: Tech vendors or large consulting firms Tasks: Consult on user interface design, test prototypes and beta products Required: HCI knowledge and experience Plusses: Related degree; people and management skills; flexibility Pay: Generally a bit better than tech writing Ten Jobs

20. © 2004, Guidance Communications, Inc.20 of 39 Freelance Writer (Content) Market: Magazines, newspapers, book publishers Tasks: Think up, pitch, and write compelling content Required: Imagination, tenacity, nerve, and a feel for the market. Plusses: Same as above Pay: Miniscule, but the sky is the limit Ten Jobs

21. © 2004, Guidance Communications, Inc.21 of 39 By the Numbers...  Three ways to make money as a writer  Ten jobs you can do Four Pillars of Your Marketing Plan Five-Step Plan for Controlling Your Destiny

22. © 2004, Guidance Communications, Inc.22 of 39 Why Market Yourself? “To be successful over the long haul, you must consciously and consistently market yourself, whether you want to be a freelancer, a contractor, or a full-time employee.” -- Jack Massa Your Marketing Plan

23. © 2004, Guidance Communications, Inc.23 of 39 Jack’s 5-Minute MBA “ Everyone is in Sales and Marketing.” “Marketing is simply controlling the messages that you send.” Your Marketing Plan “Marketing is Chinese water torture. It is all about consistency and frequency.” “Marketing is more important than expertise.”

24. © 2004, Guidance Communications, Inc.24 of 39 Jack’s 5-Minute MBA Before you can market... What are you selling? Who needs it? How much are they willing to pay? Your Marketing Plan

25. © 2004, Guidance Communications, Inc.25 of 39 Jack’s 5-Minute MBA Two factors in buying decision Perceived value – What’s in it for me? Price – How much will it cost me? Avoid being a commodity! Your Marketing Plan

26. © 2004, Guidance Communications, Inc.26 of 39 Jack’s 5-Minute MBA How to avoid being a commodity Develop unique expertise Develop a unique niche Business is all about relationships! Develop relationships Your Marketing Plan

27. © 2004, Guidance Communications, Inc.27 of 39 What Color is Your Parachute? There are always opportunities Research the field and companies before you apply Business is all about relationships! Find jobs before they appear Meet people in the field, because... Your Marketing Plan

28. © 2004, Guidance Communications, Inc.28 of 39 1. Networking No such thing as too much Help the other person Business is all about relationships! Learn to work a room Meet as many people as you can... Four Marketing Pillars Umpteen opportunities

29. © 2004, Guidance Communications, Inc.29 of 39 2. Telephone Techniques Have a script and practice Voicemail: Try three times Business is all about relationships! Always ask for a meeting, because... Warm calls before cold calls Four Marketing Pillars

30. © 2004, Guidance Communications, Inc.30 of 39 3. Pro Bono Work Every organization can use a good writer “You must give before you receive” Business is all about relationships! Build your portfolio and your contacts Helps you make friends, important because... Four Marketing Pillars

31. © 2004, Guidance Communications, Inc.31 of 39 4. Your Sales Call/Interview Ask leading questions Study Consultative Selling Be prepared Present your solutions “Probe for the pain” Four Marketing Pillars

32. © 2004, Guidance Communications, Inc.32 of 39 By the Numbers...  Three ways to make money as a writer  Ten jobs you can do  Four Pillars of Your Marketing Plan Five-Step Plan for Controlling Your Destiny

33. © 2004, Guidance Communications, Inc.33 of 39 Control Your Money Examine your expenses Save 10% of what you earn Examine your beliefs Give away 10% of what you earn Control Your Destiny

34. © 2004, Guidance Communications, Inc.34 of 39 Control Your Career Understand the purpose of failure Set goals: 1-Year and 5-Year You must face your fears... Chutzpah! Working in the business vs working on the business. Make a plan and check it often Control Your Destiny

35. © 2004, Guidance Communications, Inc.35 of 39 Five Steps to Destiny Control 2.Know and love yourself  work 3.Set goals: Where do you want to go? 1.Know and love yourself  money 5.Work your plan EVERY DAY 4.Plan: How will you get there? Control Your Destiny

36. © 2004, Guidance Communications, Inc.36 of 39 So Aside From Technical Writing... What in the World Can You Do? Anything you want to!!!

37. © 2004, Guidance Communications, Inc.37 of 39 Questions or Comments

38. © 2004, Guidance Communications, Inc.38 of 39 Door Prize!!!

39. © 2004, Guidance Communications, Inc.39 of 39 My Contact Info... Jack Massa Guidance Communications Inc. 770.621.0526 jack@guidancecom.com www.guidancecom.com