Photo of a Ghost (Writer)

In my freelance writing business I frequently work as a ghostwriter, and HawaiiBusiness magazine recently featured me in an article about ghostwriting. Megan Spelman, the photographer, told me she wanted to do something a little different with the photo.

She photographed me through a window, while I stood in front of a plumeria tree with hundreds of orchids growing from it.

Leslie Lang Ghostwriter

I think it’s fun how the picture turned out. A bit ghostly indeed!

Ilima Loomis interviewed me for the short article for the regular HawaiiBusiness column called “My Job.” I love reading those columns, and it was fun to be featured in one of them.

Other recent “My Job” columns featured:

Fun to read.

About Being a Ghostwriter

There are different kinds of ghostwriting. Did you know that ghostwriters wrote many of the Nancy Drew and Hardy Boys books?

A Guardian.com article about English ghostwriter Andrew Crofts, who has written 80 books that sold 10 million copies, talks about his own book on being a ghostwriter.

I’ve ghostwritten books in the past, but these days I mostly do content marketing ghostwriting. What this often means is writing content in collaboration with a business leader whose name will appear on the article, blog post, op-ed or other piece.

I love doing this kind of work. I really like helping someone corral his or her thoughts and present their message so it’s just right. Very satisfying!

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NYT on Content Marketing: ‘Single Fiberglass Pool Article Made Over $2.5 Million in Sales’

Did you see this recent and interesting New York Times article on content marketing? It talks about an appliance store in St. Louis, Goedeker’s, which wasn’t doing so well. So the owner had his son and daughter build a website during their summer vacation, and he started taking online courses and reading up on online marketing and search engine optimization.

And it worked. From 2009 to 2013 their sales grew from $6 to $48 million and they went from 18 to 90 employees. Most of their sales now are online.

And that was even before they discovered content marketing in 2013.

From the New York Times article Retailers Try Offering Expertise Online Along With Products by Ian Mount, December 24, 2014:

For its content marketing push, Goedeker’s hired two full-time writers and began publishing daily blog posts about home renovation and appliances, which were then shared on social media platforms like Twitter, Facebook, Google Plus and Pinterest.

Today, the company spends $100,000 to $150,000 a year on its content marketing efforts, according to Mr. Goedeker. He says the goal is for the company to get 80 percent of its online traffic and half of its online sales with its content marketing efforts. So far, sales generated this way have risen from 8 percent to 14 percent of the online total.

“It’s been slow so far,” Mr. Goedeker said. “It takes some patience and persistence. With a paid ad, you get a return on investment immediately. With content marketing, it takes a while for the search engines to recognize your value.”

The number of links back to the company’s website increased from 3,000 in late 2013 to 40,000 today; one blog post, about painting walls with watercolors, got 30,000 visits.

Leslie Lang, Content Marketing WriterThe article also discusses a pool and spa company in Virginia that writes blog posts about questions they hear most from their customers.

In 2009, Mr. Sheridan, an owner of River Pools and Spas in Warsaw, Va., published a post about how much it cost to install a fiberglass pool, a useful piece of data but one most pool companies aren’t eager to publish. Using a web-tracking tool, Mr. Sheridan then followed how many customers came through that post.

“That one single article has made us over $2.5 million in sales,” he said. “For a $5 million-a-year company, that’s a ton of business.”

What an interesting article. It really shows the power of writing compelling narrative copy that resonates with your customers. Sales pitches aren’t what captures people’s attention. You have to engage them. Answer their questions. Make an emotional connection. Compel them to remember your brand and think of you as a resource.

Read the full New York Times article here.

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Thanks For All the Fish!

We made it to the end of the month, you and me! I blogged every day in June and successfully completed the Freelance Success 2014 30-Day Blogathon. Thank you for reading, or at least hanging in there. (I only got one “unsubscribe” during the month.)Leslie Lang, Writer, Memoir, Biography, Content Marketing, Hawaii

My goal was to take some of the things out of my head and get them onto my website. I wrote some articles about how much I love the genre of memoir and biography, and a little about some of my work in this area:

And about my other specialization, content marketing, including what that is and some examples of work I’ve done:

And I wrote about books and the power of words:

and a little about Hawai‘i, too:

I will now give you a bit of a break and will stop pelting daily emails at you — though this did get my blogging muscles back in order, I must say, and I will probably be blogging here more often than I had been.

Therefore: “So long!” but only for now, and Thanks for all the fish! (If you don’t know the reference, you should probably read the book.)

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Hitting ‘Send’ on Book Manuscript

Leslie Lang, Writer, Talk Story Press, Publishing, Memoir, Family History, BookTonight I am uploading a family history/memoir manuscript I just completed for a client. We’re publishing it at Amazon’s CreateSpace, which is such a wonderful option for a book like this. He and his wife wanted to put together his mother’s ancestors’ story, an interesting one of a young couple leaving their familiar Hiroshima, Japan to come and work on the former sugar plantations of Hawai‘i.

The back cover explains that this family’s journey “took them from harsh conditions on a small farm in 19th-century Hiroshima to what became a modest but comfortable long-time family home in Hawai‘i. In earlier years, it’s a story of hard work and sacrifice, and in more recent ones, of appreciation and family connection. Always, it’s a story of perseverance in order to build a better future for the ones to come.”

As always (it almost sounds trite, how often I say this, but it isn’t), I loved getting to know this family a bit and learning what makes them tick. This young couple who left Japan in their 20s came to Hawai‘i, worked very hard and sacrificed some more, and built a good foundation for a lot of descendants who are very nice people. The power of family is strong.

These descendants are now, more than 100 years later, about to have a huge family reunion, and will have this book for those who want to know more about how their family came to be. There’s information in this book that I’d wager most of them – or maybe even all of them – don’t know. We dug pretty deep to find some of it.

Family members who want one or more copies of the book will be able to order it directly from Amazon.com. And this means my clients won’t have to buy boxes of books, keep them in their garage and hope they sell. Instead the books will be printed on demand and distributed by Amazon.com, which doesn’t charge you upfront for the service but merely keeps a small portion of each purchase (and it’s very reasonable).

Such satisfying work!

 

 

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Content Marketing Writing, ‘Whatever That Is’

The phrase “content marketing,” and content marketing writing, are rather new buzz phrases, but creating the stuff isn’t new. “Whether you realize it or not,” writes Forbes.com contributor Jayson DeMers, “chances are your business is already using content marketing as part of your overall marketing strategy.” 
Leslie Lang, Writer, Content Marketing

He wrote a good article about content marketing, what it is, and what types of content typically form a content marketing strategy. He says this includes:

  • Blog posts
  • Guest blog posts
  • E-books
  • Email newsletters
  • PowerPoint presentations
  • Podcasts
  • Standard videos
  • Micro-videos (ie, Vine)
  • Social media posts
  • Live presentations
  • Webinars
  • White papers

As DeMers writes, the primary focus of content marketing is building the relationship, not making a hard sell. It’s the sort of stuff I do over here at my desk.

Read all about it at The Top 7 Content Marketing Trends That Will Dominate 2014.

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‘Writing the Hawaii Memoir’ is Published

Awhile back I was asked to contribute to an upcoming book called “Writing the Hawaii Memoir,” by Darien Gee, and today I received a copy of the book in the mail.

I love the cover, designed to make it look like a Hawaiian composition book. Isn’t it great?  Leslie Lang, Writer, Ghostwriter, Memoir, Biography, Family History, Editor, Hawaii

The subtitle is “Advice and Exercises to Help You Tell Your Story,” and Darien did a great job putting it together.

From Watermark Publishing:

“Your life is so interesting—You should write a book!”

Sound familiar? Thinking of writing your memoir or family history but don’t know where to start? In this invaluable how-to book with tips from more than 20 Hawaii writers and 25-plus writing exercises, you’ll learn how to:

– Brainstorm different themes and ideas
– Build a “bento box” and explore other ways to organize your memoir
– Overcome writer’s block and other challenges
– Deal with issues of libel, “talking stink” and copyright infringement
– Choose the best way to publish your book
– Stay encouraged and motivatedLeslie Lang, writer, biographer, memoir, ghostwriter, Hawaii, editor

Contributing writers include: Billy Bergin, Pamela Varma Brown, Bob Buss, Lee Cataluna, Ben Cayetano, Stuart Homes Coleman, Craig Howes, Patricia Jennings, Frances Kakugawa, Victoria Nalani Kneubuhl, Beth-Ann Kozlovich, Leslie Lang, Gail Miyasaki, Warren Nishimoto, Mark Panek, Laurie Rubin, Phil Slott, Christine Thomas, David Ulrich, Chris Vandercook and Cedric Yamanaka.

Darien is great. She’s the nationally bestselling author of six novels, three written under the pen name Mia King. Her books are translated into fourteen languages and the Doubleday, Literary Guild, Rhapsody and Book of the Month Club book clubs all chose them. She also writes about writing and creativity in her column, “Writer’s Corner,” which appears every week in North Hawaii News, and she teaches writing classes in private seminars and community college programs. She lives on this island and though we haven’t yet met in person, we’ve been acquainted and “chatted” for years now. 

The book looks great and I am eager to read it. I can tell that it’s not fluff — this will be a truly useful book for anyone delving into writing about their life. Darien is an excellent writer and she knows her stuff.

Here’s one of my contributions to the book:

“Include details, and go deeper. How did the thing you’re remembering look, feel, sound, smell or taste? What did it always remind you of? How did your great-aunt always describe it? Looking back, did it fall into some sort of pattern or theme of your life? What is important about it?” – LESLIE LANG

If you’re interested, you can order the book here.

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Driving to a Hawaiian Volcano

Here’s an article I wrote about the volcanoes here on the Big Island awhile back. It also hints at a little bit of my own family’s history.

We really live in a remarkable place.

Leslie Lang, Writer, Ghostwriter, Content Marketing, HawaiiOn Hawaii’s Big Island: Powerful Pele’s Playground

By Leslie Lang on 08/30/13

My grandmother used to tell me about her Hawaiian great-grandfather, who drove long-ago tourists up to the Volcano in a horse-drawn carriage.

Back in the late 1800s, the journey from Hilo took two days, with an overnight stop to rest the horses and travelers. But once they arrived, the landscape undoubtedly looked very much as it does now.

Still an otherworldly land worth visiting, the unique Volcano area is home to two of the world’s most active volcanoes. Sprawling, huffing and erupting within Hawai‘i Volcanoes National Park, Kilauea and Mauna Loa exhibit nature’s drama in action. But while change and creation, and birth and destruction, are part of the park’s inherent nature, I can still see what my ancestors very likely saw: a moonscape in places, where ghostlike trees hold their ground as ethereal steam swirls from a landscape pocked with vents….

Read the rest here

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The Magic of Letters

I was already a huge believer in reading and writing and the power of it all — but have a look or listen to this woman from Nepal, who was a child bride and didn’t learn to read until she was 21, and tell me it’s not magic.

The story she tells — her story — is enormous and beautiful. Now that is somehow who has learned to appreciate the power of the alphabet. Wow. Leslie Lang, Writer, Ghostwriter, Memoir, Content Marketing, Hawaii

It’s another This I Believe story from over at NPR. What an amazing collection of essays they are gathering, saving, sharing.  People have the most incredible stories. I think everybody probably has one. This woman’s story really struck me.

From her essay, which someone else read in English:

…Before learning how to write, my life was like the nearby Indrasarovar Lake, always stagnant. I had the pain of child marriage, my husband did not support me, abject poverty was my way of life and I didn’t have any skill or courage to do anything. But I saw that the number of people learning to read and write was growing — and their lives were improving. I then realized it was neither wealth nor beauty that I lacked, but letters…

Powerful.

There’s a TED talk by Isabel Allende, one of my favorite authors, in which she discusses passion and also women. Specifically, the plight of women in much of the non-privileged world — and it made me think about this one Nepalese woman’s words.

Allende’s talk is really worth a listen. It’s humorous (she says someone asked Sophia Loren how she can look so sexy in her 70s, and she replied something like, “Posture. My spine is always straight. And I don’t make old people noises”) and also poignant and important. Listen to it here.

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Dr. Seuss on Being an Entrepreneur

This is a fun article about being an entrepreneur. Which can be rephrased as “being a self-employed writer.” It’s from Jackie Steinmetz’s blog:

book.jpgWHAT DR. SEUSS TEACHES US ABOUT BEING AN ENTREPRENEUR

Last night, I sat down in my son’s room to read books and start winding down for bed. He’s 3, so typically he chooses a handful of titles that he’d like to read and then we end up reading the same book over and over (and over) again.

This was no different.

We started reading “Oh, the Places You’ll Go,” somewhat to my dismay, because 1. Dr. Seuss uses some strange words (seriously, who names their child Mordecai Ali Van Allen O’Shea?), and 2. This is not a short book.

Twenty minutes later, as I opened the book for the third time, my mind began to wander. Drawing parallels between the book and my own life. Being a business owner is amazing – but it’s a rollercoaster, with its own bumps, a lot of working hours and a high level of stress. Dr. Seuss sums up this rollercoaster in 45 pages.
“And you may not find any (streets) you’ll want to go down. In that case, of course, you’ll head straight out of town.”

If streets are jobs, starting a business is going out of town. This seems to be a common entrepreneurial path – we put in some time and find we’re just not fit to work for someone else. It might be that you’re bad at taking direction, you’re bad at company politics, you’re overly ambitious, or something else. These traits are often seen as bad in the corporate world and good for entrepreneurs. It’s funny how that works. “Oh! The places you’ll go!”

Read the rest here.

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