Today's guest is will be helping us with a topic that a lot of my students struggle with: how to write good content. Whether you want to write a pitch, an article, a blog post, or a book, John Peragine has answers on how to get it done--and how to make it your best work yet. John Peragine is a freelance journalist and writer. He is the author of 12 books, has ghostwritten hundreds of others, and writes for the New York Times, Reuters, and Bloomberg News.
When you get the call...answer. When John got his big shot at Bloomberg, it was because he took initiative when he had an opportunity! John had basic confidence in his abilities, but he saw a gap between that and what he needed. So he then did everything humanly possible close that gap. This kind of initiative PAYS!
John's number one tip for getting booked: just ask! If you know a journalist, let them know what you do! You never know when they will take you up on it.
A good story: is authentic. Often people edit themselves before the story comes out of their mouth--don't do that! Let your light shine through.
Don't be afraid to: talk about yourself! People want to connect with the writer. Especially the challenges that you've faced, as well as your take aways.
Pro tip: People won't remember what you said, or what you did. They will remember how you made them feel. Aim for that emotional impact. People connect with vulnerability.
When writing a book (article/blog post/etc), start with:
Pro tip: If readers can synthesize your message in 2-3 sentences, they can become your (free) publicists. If it's more complicated than that, it can become confusing.
In a media interview, your job as an expert is: to provide the least amount of information required to create transformation for your audience. This give the listener space to get involved in the story.
The quickest way to erode your credibility (in writing) is by: writing a bad book. This will kill your credibility much faster than not writing anything at all. Instead, make sure the book is your best effort by getting editors, sticking to the point, and making sure your content is relevant.
The best way to tell if your book passes the "good" test: send the book to as many people as you can for feedback. Your best bet? Other experts in the field. Don't be afraid to ask!
John's tips to spice up "The List" story archetype:
Pro tip: People like to do business with people they know and trust. Sharing your personal story in writing can help people get to know you.
John's advice to get out of the baby pool and into the ocean: Rather than going into a situation with a "want" (I want you to notice me), shift the focus of the conversation onto making them want you!
For more:
Write headlines no journalist can resist, with this 58-headline template pack!
Check out John's books on Amazon here.
Go say hi to John Peragine at his website, or on LinkedIn.
Listen to this episode!