The April 2003 Issue of the Gots To Have It, Newsletter contains:

Writing doesn't come easy for everyone and like any craft it takes practice to develop the skill of wooing an audience with your words. Not everyone is blessed with eloquence and wittiness, but you can find a writing style that works for you and mold it into one of your most valuable and affordable marketing tools. This newsletter will cover various things related to using writing as a way of promoting yourself. Let's get those ideas in your head movin'! Read on.

Kenny is a self-taught tech guru and seasoned business owner who oversees the strategic direction of Black Tech Magazine. He has more than 14 years experience as an IT developer, web and graphic designer, and technical business consultant.

His expertise blends in just right with this month's issue on using writing as a marketing tool. Take a look at his interview with Gots To Have It.

Tell us about your business, Black Tech Magazine, and what gave you the passion for developing it?
Black Tech Magazine is a new venture I started in 2002. Our primary goal is to provide a resource for readers to understand how to enhance their business using technology strategies. BTM primarily targets the African American business community both nationally and internationally. Our editorial is written in "plain English" so that the ordinary business owner and aspiring entrepreneur can digest the topics.

For years I’ve read mainstream hi-tech and business publications. Many of these publications are full of industry jargons and terms that can be confusing even to the most tech savvy reader. In addition, I rarely find anyone in these publications that look like me, if you know what I mean. For the last 15 years, my tech firm, Kweku Technology Solutions, has provided technology solutions to businesses of all sizes and complexions. Over this period, I experienced first hand how many African Americans were usually several steps (sometimes-even leaps) behind their competitors when it came to the utilization of technology. I’ve also found that there are many African American pioneers and leaders in the technology industry who are unrecognized. I see the need to address these issues from every angle possible. This was my motivation and passion for developing BTM.

What have been your major obstacles in establishing your business and how are you overcoming them?
Selling the advertising in the magazine, securing a viable distribution deal, and providing adequate editorial content are some of the obstacles I’ve faced. Over the years, I’ve developed strong negotiation skills, which has helped us to overcome these issues. In addition, I’ve been blessed to have an experienced and confident team around me.

What has been your favorite marketing tactic to promote your company?
I enjoy public speaking and participating in business and technology seminars. However, the most effective and cost efficient tactic for marketing Black Tech Magazine has been a combination of both radio and online partnerships. We have found that partnering with key organizations within these two media outlets have led to the most significant exposure to our target audience.

Any last words of advice to up and coming entrepreneurs?
Don’t treat your business like a sprint, approach it like a marathon. Pace yourself and embrace technology.

Interested in finding out more? Visit Black Tech Magazine:
http://www.blacktechmagazine.com

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Give Power to Your Pen…By Simone Kelly-Brown

Never underestimate the power of the written word. When you pitch someone in person about your company, certain things might remain on their minds more than others. Depending on your tone, body language and inflection. However, once that ink hits the paper, your message is there for them to absorb, dissect, and unfortunately even score two points in the office wastebasket.
Remember, your writing represents you and your business Everything you send out -- whether it's an e-mail or a proposal, represents YOU. Don't feel intimidated and that you need an MFA in English in order to write your own marketing materials.

What to Write?
-How-To articles
-Business trends for your industry
-A weekly or monthly column in a magazine or e-zine
-A book related to your industry and experience
-Monthly newsletter
-Press kit materials (bio, company backgrounder, etc.)
-Website copy
Note: Always include your byline in articles: (Your name, description of company, and contact information.)

When you are writing about your topic, the expertise you are displaying is your soft sell. No need to bang people over the head with your credentials or your company's products and services. If you are sincerely helpful with your advice, (Gots To Have It…specializes in Online Marketing and Web Design.) people will remember you in the long run. (Call us today!) There's no need for subliminal messages throughout your text. :) Okay, so I'm being silly, but you get my point.

Content Brainstormin'
-Come up with topic ideas you are well versed in and that are related to your industry
- Go through your list of contacts and see who can help you get published (an article in a magazine, online newsletter, a review of a book or product, etc.)
-Utilize any organizations you belong to, alumni, local newspapers, trade magazines (online and off), etc.
-Surf the Internet and look for sites that might be in need of your content.

Although you might not be paid with cash, your reward of putting your name in the face of the public is the tradeoff!

Do it Write!
-Choose a style you feel most comfortable with and that also appeals to your audience. (Is it informative, provocative, humorous, conversational, etc.?)
-Write with a purpose, each communication should focus on a point.
-Know your audience and speak their language.
-Never send a letter out the same day you write it. Look at it the next day and read it as if you were the target of the letter.

Get Extra Eyes
Hire a professional copy editor to help you out or if it's something quick and you want to conserve your money, call on the extra eyes of friends, your Uncle Joe, co-workers, and employees to read your materials over for you. Sometimes there are things you won't catch, no matter how many times you review it!

Benefits of Using Writing as a Marketing Tool
- Writing increases your visibility, credibility and helps establish you as an expert in your field. Experts are always in demand for writing and public speaking.
-Not only are you branding yourself, your research needed to write various materials will keep you on your toes.
-It reinforces your image and adds prestige.
-Writing can be cost effective publicity.

Advertising Copywriter's Secret…Shhh, you didn't hear it from me:
Back in college, my favorite class was advertising copywriting and my professor shared an ancient marketing secret with us. I feel the time is right to reveal it to you :).
The most important word you'll ever use in your copy is YOU. Let's face it, we want to know how product A can help us right away. Don't you get sick of hearing all the details and ingredients and want to cut to the chase? “What can you do for me?“ is the lingering question we all want answered right away.
When a product or service speaks to YOU you'll be more inclined to pay attention. Here's an example:
Product Us: We are great at helping people lose weight with our fat burning pills. Look good for the summer and call us today!
Product You: Don’t you wanna look good for the summer? We'll help you lose weight with our fat burning pills! Call us today!
See the difference? Product YOU speaks to you more doesn't it? ~nod your head politely even if you don't see it~ LOL!
Self-interest rules our "me first" society. Now, take a look at your own marketing materials and circle how many times you say YOU or Yours vs. Our and WE. You might be surprised! Good luck…now 'git to writing!

Get Your Write On!
by Lena L. West

Writing articles about topics of concern in your industry not only helps to increase your marketing "arm" but also brands you as an expert in that industry.
"But, I’m not a writer and all this writing articles and getting them published is not why I have a [fill in your sheepskin type here] degree!" Ok, I feel your pain. Not everyone can be as talented as I, now can they? (Just a joke – no flaming e-mails, please.) So, how can you make the tedious undertaking of writing and submitting articles a little easier?
If you answered, "Why, with technology, of course!" you’re right!

Here are two types of products you can use to start writing:
Style, Grammar and Usage Checkers
At first glance, checkers appear to be spell-checkers on steroids but they are very useful tools. These applications make Microsoft Word look like a text pad. They have very powerful features such as immediate analysis of your text, advice editors that you can customize based on your personal writing style and detailed tables that supply the sentence variety of your document– yes, folks, it gets deep. These checkers will also help you enhance your writing skills and ditch poor grammatical habits. My favorite is Editor Software’s StyleWriter.

Article Submission Software
Now that you have your precious, golden egg, what should you do? Well, if you don’t have a newsletter, start one and send the article (along with other handy tidbits) to your client-base.
Or, if you want wide coverage, then consider an article submission service. Most services charge per article and will submit your article to roughly 300-500 sources.
A few words of caution:
1) Be sure to read the fine print to ensure that the service doesn’t remove your copyright or byline.
2) Some of these services may border on spamming their content sources and.
3) Your article may end up on a website with content you deem questionable.

In the end, it doesn’t matter which tools you use, it’s your content that matters. Focus on writing content that’s informative and useful and your audience will come to you.

Lena L. West is the Founder & CEO of xynoMedia Development (http://www.xynoMedia.com), a technology consulting firm that specializes in helping companies make strategic decisions about the use and implementation of technology. She can be reached at LWest@xynoMedia.com.

ABOUT US:

Simone Kelly-Brown is the President and CEO of Gots To Have It Marketing, Inc.. For over 10 years, she has been working with small business owners who are just starting out and want to get their businesses off the ground with innovative marketing.

GTHI is a firm that specializes in marketing and empowering entrepreneurs with a series of workshops and networking events.

For further information view:www.gotstohaveit.com
For Women's Networking view: www.giventakenetwork.org

Until Next Month!

Own your power and have continued success,
Simone Kelly-Brown
CEO/PRESIDENT, Gots To Have It Marketing, Inc.www.gotstohaveit.com
If you want it, you Gots To Have It!


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