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.
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 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.
Day after day, month after month and year after year, I have shaped my life around words. (And my words around life.)
I have taken, and continue to take, many, many courses, classes and workshops. I have been edited myself, and read books and articles about using words, and written and edited hundreds of pieces of writing. I have learned from it all.
And in the course of doing all that, I have become a strong wordsmith.
Editing is one of my superpowers. It’s not as flashy as scaling skyscrapers or similar, but it does come in handy.
A Truth: If you are self-publishing a book, you must — in order to be taken seriously — spring for two things: professional editing, and professional book cover design.
I don’t do cover design, but I can definitely help with editing.
This article, showing what are purportedly some actual errors that got into print due to a lack of editing, is eye-opening. What if this were your book?
“An Australian publisher has destroyed 7,000 copies of a cookbook after a recipe called for ‘salt and freshly ground black people.’ The recipe, for spelt tagliatelle with sardines and prosciutto, was meant to call for black pepper, but a typo led a computer spell-checker program to insert the erroneous word.”
That is an over-the-top example of the importance of editing, true, but much less dramatic errors will also cause readers to discredit you and your book.
Your spouse, the English major, or your friend that’s really good with words might help you with earlier drafts. But trust me: Once you’re getting serious, you need to hire a professional editor who knows the business.
If you don’t spend time and money with a good book editor, everything else you do to publish and market your book won’t matter. A poorly edited book is a waste of time and money. Every dollar you spend promoting an error-prone book might as well be spent in Vegas. Read the rest
…Objectivity and professionism are key, Galley said, emphasising the need for self-published authors to take care over the editing of their manuscript:
“Editing is an imperative. It is what will set you apart from other self-published authors out there. Self-publishers think they don’t have to put the work in, that people will be forgiving, but that’s wrong. You have to be as good as, or better than, traditionally published books, and traditional publishers’ editors are very good at their job.
“Editing is the key to being taken seriously. You can do one or two rounds of editing yourself, but then you have to give it to other people because you’re not objective enough to take it to a professional level.” Read the rest
More on the importance of hiring a professional editor here, hereand here. I could go on.
I edit self-published books (and other works) often, and am happy to help you with yours. Here are some comments I’ve gotten just this month from editing clients:
• “Thank you for your help on this project! Your work is first class. I think you’re awesome.”
• “I must say I am absolutely impressed with your thorough work. Thank you again for doing this for me.”
Are you self-publishing a book, or working on another type of writing that you want to ensure is as polished as possible?
I’m happy to talk with you about how we would work together. You can reach me at 808 964-1494 or email@example.com.
My good friend Don Falkwas just telling me a goosebumps-inspiring tale about researching his family’s history.
He and his brother now have 56,000 names, and many stories, on their family tree; clearly theirs is not a casual endeavor, but an intense one filled with travel and heavy research. His brother Stephen Falk’s History of Genealogy blog details their research.
One of the goals is to keep a running account of new discoveries — discoveries which are as likely to be new interconnections between the Jewish families (or families of Jewish ancestry) of Breslau, towns in Silesia (e.g. Brieg, Namslau, Staedtel, Zuelz, Kreuzburg, Cosel, Kieferstaedtel, Myslowitz, Tarnowitz, Beuthen, Oppeln, Krappitz), and towns in Posen (e.g., Posen, Lissa, Rawitsch, Kempen, Inowroclaw), as discoveries of new ancestors or distant cousins.
Don told me about visiting an archive in Berlin in 2011 and discovering at the very last minute – as the offices were about to close, on their last possible visit there before leaving Germany – that a distant, previously unknown half-great-great-uncle had given a multi-generational family tree to the archives.
He and his brother were so excited, he said. They were like excited little kids. They stayed up late putting newly-found ancestors onto their computerized family tree, saying each name aloud in an act of remembrance.
A time capsule! This Uncle Curt from the past took what he held as important, and left it with an archive for – well, he did not know for whom he was leaving it. But he left it anyway, and generations later it was received with joy and delight and thanks, more than he probably ever would have imagined.
When he did this, Uncle Curt didn’t know there were people yet unborn who would think about him because he’d done this. He didn’t know they would be so excited and so grateful. He didn’t know that, because of clues he left in this “time capsule,” his descendants would finally be able to locate their great-grandmother’s grave– to push back 70 years of ivy from atop her gravestone and find her.
All because of his information. His time capsule.
This is what happens when you go a step beyond. When you gather your family stories into a book that then sits on bookshelves in several homes, each volume being passed down through the generations, you are creating a time capsule for people not yet born.
You might never know them, but because of the gift you’ve left behind, they will know you – and your family, and your parents and grandparents and beyond. They will know what you know about how your family got to this point, knowledge that ordinarily dwindles with each generation. They will learn about your values, if you want to share those, and even what you hope for them, the ones to come after.
Leaving a written, family history “time capsule” is a way to leave a significant legacy, even if you are unable to pass along a monetary inheritance. It will probably last longer than most anything else you could leave behind, and be more valued.
Have you heard the saying that people die twice? One time when they leave this earth, and a second time when there’s no one left alive that knows their name.
Creating a “time capsule” – organizing what you know about your family’s history and leaving it behind for those to come – means that someday, your grandchildren’s grandchildren will know your family’s stories.
There’s family history and then there’s family history. I’m going deep.
I just swabbed the inside of both my cheeks, put the swabs into a vial, and stuck them in a package, ready to zip it off to National Geographic’s Genographic Project.
A short description of this project is that they are using cutting-edge DNA analysis to study how people populated the earth.
Here’s a longer one:
The Genographic Project is a multiyear research initiative led by National Geographic Explorer-in-Residence Dr. Spencer Wells. Dr. Wells and a team of renowned international scientists are using cutting-edge genetic and computational technologies to analyze historical patterns in DNA from participants around the world to better understand our human genetic roots. The three components of the project are:
• To gather and analyze research data in collaboration with indigenous and traditional peoples around the world
• To invite the general public to join this real-time scientific project and to learn about their own deep ancestry by purchasing a Genographic Project Participation and DNA Ancestry Kit, Geno 2.0
• To use a portion of the proceeds from Geno 2.0 kit sales to further research and the Genographic Legacy Fund, which in turn supports community-led indigenous conservation and revitalization projects
The Genographic Project is anonymous, nonmedical, and nonprofit, and all results are placed in the public domain following scientific peer publication.
Soon I will receive analysis of my DNA that reveals my “deep ancestry.”
Since 2005, the Genographic Project has gathered DNA data from more than half a million people (577,000!) from more than 140 countries.
While helping scientists understand how humans populated the world, we learn more about our own family’s migration route out of Africa. I find this all fascinating.
Because really, we know so little about our histories. True, a royal family might know, what?, several hundred or a thousand years of information about its forebears. Maybe a little more? And then there are cultures like the Polynesians and others who have very strong oral traditions and can tell the story of their people going extraordinarily far back in time. Which I also find fascinating, by the way.
But most people don’t know the story of their ancestors over the last 60,000 years. Harper’s magazine once estimated there have been 7,500 generations of people since the first Homo sapiens. Once many of those people left Africa, which way did they go, where did they settle along the way, and what brought us here?
Most people, groups, cultures, just do not hold on to that kind of information over that period of time! But it turns out our cheeks do.
For a woman, the Genographic Project analyzes thousands of genetic markers on her mitochondrial DNA, which is passed down each generation from mother to child.
But that would tell only part of my story, so guess what my brother got for Christmas?
I got him his very own Geno 2.0 kit, and he swabbed his cheeks today too. Since his DNA includes the Y chromosome passed down from father to son, his results will tell us about the paternal side of our ancestral migration story.
Everyone’s DNA is analyzed for more than 130,000 other markers, too, which reveal “regional affiliations” of your ancestry (“insights into your ancestors not on a direct maternal or paternal line”).
Including — how interesting in this — our hominid cousins the Neanderthals and the newly discovered Denisovans. As we modern humans were first migrating out of Africa, more than 60,000 years ago, Neanderthals and Denisovans were still living in Eurasia, and we (okay, “scientists”) now know that they met and mingled. Most non-Africans, according to the Genographic Project, are about 2.5 percent Neanderthal. Anyone with solely sub-Saharan African ancestors is not, because their ancestors did not migrate through Eurasia.
Have you done DNA analysis, whether with this sort of migration study or one of the ancestry ones, like Genetic Genealogy or 23andme? I’m really interested in that, too, and you know I will probably end up doing one of those someday, too.
Please comment below if you have participated in any of these DNA studies and tell us about it. Which project? How did you choose? What did you find out? I’d love to hear.
On Facebook a couple weeks ago, I saw an ad for the book Reunion by Ryan Littrell. Its subtitle is “A Search for Ancestors,” and it definitely caught my eye. (Isn’t Facebook good at targeting its ads!)
I read about the book and then impulse-ordered it.
Turns out it’s a good book. I’m glad I did.
I was hooked early on by this passage about looking at a photograph of two nineteenth-century ancestors; this passage almost could have been pulled out of my own head. I think about things like this. Do you?
You can’t see in their eyes what you see in a friend who trades a knowing glance with you, because these ancestors never had the chance to know you, and so they never spoke of you, they never cared about you. What would they have thought of you if they were around today? Would they invite you in, like you were some long lost grandchild of theirs, or would they be polite and distant, the way they might treat a strange new acquaintance?
Each of us could ask these questions, but we know that there can be no response. We were never given the chance to know all the ways he would look after us, or how she would smile at us, or how they might have spoken of us, even when it was just the two of them. Our ancestors are never going to return our calls.
But spookily, they’re here. Their DNA is our DNA, in us right now, influencing everything our bodies and minds do….
I recommend this book to anyone who is curious about – or is currently researching, or ever has or will research – his or her family’s genealogy. Littrell brings the reader along as he researches, travels, meets distant cousins and uncovers the history of his family. It’s a great look at, and example of, how to do good genealogical research, and it tells an interesting story, as well.
He includes some Scottish Highlands and clan history. This book will be of special interest to anyone who traces their roots to the Scottish Highlands, and to people descended from McDonalds/MacDonalds or McDaniels/MacDaniels. Though neither of those categories apply to me, and I totally enjoyed it, too.
Where do I come from? That question sets Ryan Littrell on a journey that crosses centuries and many miles. An anonymous letter, found at the bottom of a box of black-and-white pictures, reveals the first clues about his grandmother’s family story, and soon those clues lead him to a country graveyard and a long-lost cousin. Then faded names in old books, along with a DNA surprise, unearth one more generation, and yet another. And as one hint leads to the next, from the 19th century back into the 18th, he discovers his family’s place in a people’s tragic struggle-a tale of heartbreak, betrayal, and unfailing strength. A real-life account, Reunion shows how our ancestors just might still be a part of us, and how our story began long before we were even born.
In that interview he discusses one part of his story that I find especially interesting: How he used DNA testing, our newest tool in the genealogy arsenal:
Q. What was your most surprising discovery related to this project?
A. That’s a tough question, because there were so many discoveries along the way. But if I had to pick one, it would be that email revealing my uncle’s DNA results: Each person who matched my uncle’s DNA was descended from a single family that lived for many generations in one particular spot in the Scottish Highlands. My whole life, I’d had no clue where this part of my family had come from. But suddenly, with one cheek swab from Uncle Chuck, we knew the truth.
The one that displays a paragraph on its website listing the year it was founded, by whom, how many employees it has and that it belongs to the local Chamber of Commerce?
Or the one with the interesting story about how its founder started his 600-acre farm by trading chicken manure from his family’s chicken farm for banana starts and how things developed from there? (True story.)
Some of what we do here at Talk Story Press is to gather families’ stories together in one place and weave them together into an interesting narrative arc. We retell them in a rich, full way, and then help the family create a printed book from it all. We also do this for individuals who want to tell their own stories, or that of a family member or dear friend.
And we do the same thing – tell a good backstory – for businesses. Because what’s more interesting when someone wants to learn about a company they may hire, or decide to work for? Reading an ad or a dry press release? Or reading a story – a narrative – about how the business came to be?
Take the legend about FedEx founder Fred Smith’s gamble with the last $5,000 in its checking account. In the book “Changing How The World Does Business,” Roger Frock, one of the founding executives of the company, told the story of how, in the make-or-break start-up days of the company, Mr. Smith took the $5,000 in the company’s checking account to Vegas and bet it all….
You can use your epic start-up story to make employees feel like they are part of something amazing, and, of course, to draw in customers. To show them what is special about your company. To make yourself stand out from the competition.
We also help businesses and organizations write special anniversary books that capture the whole history of a company.
Can we help you write the story of your business? Let us know if you’d like to know more or to explore the idea.
My father died in 1983, when I was 20 and he was only 50.
I don’t know of any recordings of his voice that still survive, but I’d sure love to have one.
He died way before we were all walking around with cameras capable of recording video and audio in our pockets (or our hands).
How he would have loved this digital age, by the way. Because of him, my family was an early adopter of the Apple II, with its Pong game and all, but really my dad missed about all of this digital era. He was a “techie” type, and there’s no doubt in my mind that he would have loved it.
But nowadays, with all this readily available technology all around us, making it so easy, do we remember to videotape/audiotape our parents? Our grandparents? How often do we record our family moving around and talking, so we can show our kids and grandkids later? So that later they will still be real people, just like us, instead of just names on a page? So we ourselves can see and hear them again decades from now, like magic?
And if we do, I don’t know if we always make sure to back up the recording and store it separately. And put it on a DVD, and label it. Does everybody think to make a few copies, and give them to different family members, or at least store them in different places, so they don’t all perish in the same disaster?
It’s so easy to do, whether casually or professionally (if you don’t have the time, know-how or energy, we can help you with it here at Talk Story Press). And it’s priceless to have later.
What would we know if we could hear the voice of Cleopatra? How odd would Napoleon’s Corsican accent sound to modern French speakers? And what if we had two minutes of the voice of Shakespeare, who managed to leave so little of his personal self behind?
We might feel awe at hearing these voices, but very likely the recordings would be mere artifacts, overwhelmed by legend, deed and word. And these figures would still be strangers. It would be nothing like hearing again the intimate sound of a voice that has gone missing in your own life, a voice that recovers memory and emotion and loss itself.
And don’t forget to take advantage of this great technology we have all around us, and record your family members – their faces, voices and stories. Someday, you, and others who come along later, will be so glad you did.
The hoopla of the holidays has died down, the week-long flu my family “enjoyed” shortly after New Year’s has ended, and here we are.
I enjoy the holidays, but am always ready to get back to Real Life when they are over. (I did not much enjoy the flu.)
We’re on to a new calendar with what always feels like a new, fresh start. The fireworks are over and now it’s about sitting down and achieving. Anything is possible!
I started the New Year – or ended the last one, actually – by reorganizing. I repurposed a couple rooms in my home and switched them, meaning my Talk Story Press office ended up in a new spot and got a major restructuring at the same time. It’s a better situation and I like it.
As I moved things, I cleared through all my office files, while also rearranging them so they are more organized for how my work has evolved. I’m happy to have done this. When my space and work is well-organized, so too is my head.
And now I’m back to it. My plate is filled with:
Writing/editing/consulting for businesses (for instance, I still manage and edit the active Hamakua Springs blog, and do ghostwriting/social media/other writing for businesses, as well),
Editing (at present I’m editing a memoir for an interesting, long-time Hilo resident, and a small self-help book for another client)
Writing the occasional magazine article, and
Working on personal and family history projects.
The personal and family history projects are always so interesting and satisfying. I’ve just finished interviews with an older woman whose son and daughter-in-law have commissioned a book about her life. Interviews with her reveal that her father had fought for Japan in the “Russo-Japanese war” before immigrating to Hawai‘i during sugar plantation days; and that her parents always worried about being shipped off to a concentration camp during World War II (fortunately, they were not).
Another project in the works is a book I’m doing for a client whose father died unexpectedly. By interviewing his siblings, mother and daughter, I am creating a narrative of her father’s life; put together with photos, it will end up as a lovely, printed book.
I have a couple projects for my own family in the works, as well. For decades I’ve gathered family stories and pictures and done genealogical research, but it’s no good to anyone if it’s just scraps of paper in a file drawer (or two), right?
That’s why I’ve gone into this personal and family history business with such delight. I find it very satisfying to help a family capture the stories that tell how it all unfolded to get them where they are now.
Because otherwise, anything you know about where your family came from, and how your grandmother came to be the person she is, and all the rest of it, it all just sort of poofs into the air and is gone when you are.
Maybe your father has told you a handful of stories about his childhood; but how many stories? Four? How many of those you pass down? One? None? It’s not too late.
Do you know where your grandparents came from, and why? Maybe your children aren’t interested now, but they might be later in their lives, when there’s no one around anymore to tell them. Or their (future) children or grandchildren might want to know – and even if you never meet them, they will know you and love you for having preserved that information for them.
Taking raw material and turning it into a published book that can sit on a shelf, available to anyone who’s interested as it passes through the generations – this is a delight. Whether it’s for my family or someone else’s, it feels so good to preserve these stories of ours.
If you’d like to hear more about my writing, and maybe read an occasional bit from a current project (shared with permission), please sign up for my quarterly newsletter. There is a Talk Story Press newsletter coming out soon. And never fear, your email address is always safe with me. I’ll never share it.
Also, once in awhile I offer a special deal on a personal history project through my newsletter, so sign up at right to keep in the know.
How about you – are you all organized and rejuvenated for a new year? Is it time to work on a part of your family history, or the story of a parent or grandparent, that needs to be preserved and printed? I’d be happy to discuss how we could work together in 2013.
This story, from the Miami Herald, is an amazing one — and it all happened because one of these first cousins, separated by the Holocaust when they were young boys, wrote a memoir that the other one happened to see. What a dramatic illustration of the power of writing down your family history!
The two men, who last saw each other in a concentration camp, fulfilled a dream Sunday in Tamarac as they met again, thanks to a memoir that one wrote.
Leo Adler, left, looks at a picture of his mother with Leon Schagrin. Adler recently found his first cousin, Schagrin, after Adler saw this photo of Schagrin’s mother in a memoir that Schagrin wrote and realized their mothers were sisters. On Sunday they met for the first time in 70 years during the South Florida Holocaust survivors Purim party in Tamarac. Photo by Joshua Prezant
BY ELINOR J. BRECHER
For almost seven decades, Leo Adler looked for the cousin he knew only as Lemel, last seen in a Nazi death camp in 1944.
This Lemel, the son of his mother’s sister, would be Adler’s only living close relative. Everyone else died in the Holocaust.
Adler, a Hallandale Beach/Long Island snowbird, couldn’t remember his cousin’s last name, so his searches always hit a dead-end.
But in late February, a friend gave Adler a copy of another South Florida survivor’s memoir. She figured he would be interested because the author, Leon Schagrin, hailed from a town in Poland close to Adler’s native Tarnow….
When I read this excellent essay at NPR’s website, I thought: That is why we take the time and make the effort to record people’s stories, their personal histories. Because it’s the stories that keep our parents, our grandparents, our siblings who died too early and cherished friends and great-grandparents and others from winking out of our memories.
Now that it’s almost fall and there is a hint again of things passing, I think about a boy who once looked out a window, and wistful about time slipping by, he made it stop. Yes, he stopped time.
I love this story. It was told by Loren Eiseley, an anthropologist and one of my favorite science writers. Eiseley grew up in Nebraska and one day, when he was in high school, he happened to glance out the window and saw a junkman heading up a city street.
In 1923, junk men collected potentially valuable garbage and hauled it off for resale. This particular junkman, Eiseley wrote, had “a broken old horse plodding before a cart laden with bags of cast-off clothing, discarded furniture and abandoned metal. The horse’s harness was a makeshift combination of straps mended with rope. The bearded man perched high in the driver’s seat looked as though he had been compounded from the assorted junk heap in the wagon bed.”
A few moments later, when the junkman and his wagon were about to round a corner at the intersection of R and 14th streets, Loren says he “leaned from a high school window a block away, absorbed as only a sixteen year old may sometimes be with the sudden discovery of time. It is all going, I thought with the bitter desperation of the young confronting history. No one can hold us. Each and all, we are riding into the dark.”
This story fascinated me, and well-illustrates why I help people organize, record and publish the personal or family histories that are most important to them. It is so satisfying to help people keep their stories from disappearing. So the people in their stories stay alive for the people still to come.