Adding a blog to your landscape/lawn care business?

English: DJS Lawn & Landscape Ford F-250 XL pickup truck with lawn care equipment (riding mowers) on a trailer bed parked at Trinity Presbyterian Church in Durham, North Carolina. (Photo credit: Wikipedia)

Three things to expect when you hire a writer

Okay, so you decided to hire a writer to blog about you, your work, and your landscape and lawn care services. You’ve learned that hiring a marketing writer doesn’t have to cost an arm and a leg.

Smooth sailing, right?

Well, don’t think that you’ve washed your hands from the project. You’re still the boss and you need to provide some direction to your marketing team, which includes that writer you recently hired.

Here are three things to expect from your freelance writer when she writes blog posts for you:

1. Introductory questions: Most market-savvy writers will know to ask you specific questions about your blog goals. But if you hire a newbie writer, she may not know what questions she should be asking you:

Who is your ideal client?

What type of people do you serve (upper class, upper middle class, commercial, or just residential)

What climate and growing zone do your clients live in?

What’s your business’s cycle? For example, if I have a client in a temperate zone, say in Florida, then I need to know what their growing cycle is like since I’m from Pennsylvania.

What does your business do: hardscaping, landscaping, lawn care, or a combination of all three?

What makes your business stand out from the crowd?

How often do you want to publish your blog–once a month, biweekly, or weekly?

How often do you want to pay your writer? After each blog post, once a month, or on a quarterly basis?

And do you want Q&A- (Question and Answer), how to-, or informational blogs? Or a mixture of all three?

2. The editorial calendar: You’re probably thinking, the editorial what? But the editorial calendar is essential for a streamlined relationship with your writer. And an editorial calendar doesn’t have to be formal. I have clients who want me to focus on a theme, like lawn diseases, for a couple of months and others who’ll give me general topics to focus on for one month. I’ll do some added research, if needed, and then, write the blog.

3. Your feedback: It’s imperative that you look at the blog draft before it goes online. You should also feel that your copywriter is approachable to fixing any mistakes–including the grammatical and spelling ones. And a copywriter shouldn’t charge you for revisions–at least not for the first two revisions. After more than two revisions, you and your writer may need to work out communication kinks or decide to part ways.

Look, I know writing can be intimidating. Yet, you can feel comfortable that there are competent writers out there–including ones who specialize in the lawn care/landscape industries–who’ll write blogs for you at a reasonable rate.

Do you want to post a regular blog for your clients and prospects? Then call me at 717-405-9873 (EST) or email me at wendykomancheck@gmail.com to collaborate on your landscape or lawn care blog.

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Writing My Passions in 2012

I’m tired of trying to be the writer that I think that I ought to be. For example, I’ve been convinced over the years that the only way that I could make my writing career successful is if I diversified business writing with magazine writing. Throw in some teaching and grant writing, and I’d be set. However, I gave the business communications a whirl this fall and found that it’s not something that I want to pursue as part of my writing services.

Why?

It’s simple– it’s not my purpose in life.  I’ve tried to make corporate communications work for me, but I lose steam within months. Maybe it’s because I’m impatient and need instant gratification like I get from some of my editors who’ll email me back and say that they love my ideas. Or maybe it’s because I love the thrill of finding a story idea, researching it, and finding experts to talk to about it.  It’s like I’m getting paid to learn and I love it. It fits my personality.

A few years ago, I sought mentoring from a writing professional. This person was impressed with my trade writing credits and believed that’s what I should focus my energy on–writing just for trades. Now, I must quantify that I was working about 12-15 hours a week–which the mentor intimated was closer to having a writing hobby rather than a real business, and that if I wanted to diversify, I needed to work more hours. Not bad advice, except, my family, especially  my kids, come way before the grandiose of a career. I know that’s making me sound like I’m from the Stone Ages, but heck, that’s who I am.

Back to my writing mentor: for some reason, her advice didn’t stick well for me (probably because I wasn’t willing to sell out on being a mom to my kids). I think I was looking for someone to agree with me that my dream of carving out my own writing path–that had room in it for self-expression and making money at the same time. But did I want to be making six figures? Some writers look down on us wee writers who are still content with five, or heaven forbid! four figure incomes (granted, my goal has been to increase my income every year–especially now that my kids are in school full-time and don’t need the hands-on attention that the early elementary years required).

It has taken years and a lot of soul searching to get to where I am now. In 2012, I still plan on writing for trade magazines and my local publications. But I also plan to spread out and build my editing clients and incorporate creative non fiction and children’s writing into my resevoir.

This fall has provided some respite for me so I could wrestle with and work through my career frustration. My children are getting older, and I see the light at the end of the tunnel when I’ll have more time to work on my writing. I’m more committed, more motivated, more secure in where I’m going than I have ever been in the last 12 years as a professional writer. 

I’ve learned to accept two truths about me–1)I’m not the kind of person who wants to climb the corporate ladder–even if it’s the freelance writer-type of corporate ladder. I enjoy writing for trades, my local papers, and editing for a local mission. I’m not going to get rich by doing these gigs. But I’m happy and content. I know my editors and they appreciate the work I do for them. I don’t have the corporate personality–I like working solo and with my head in the clouds.

Which has brought another realization about myself that I’m learning to like–I have lots of interests. For the past 10 years, I’ve tried my darnest to settle on one or two niches, but my mind keeps wandering over to creative non fiction, editing, and children’s books. The teacher in me cries out to write books for kids; the creative side wants to express myself and offer hope to a hurting world; and the practical side knows that I need to make some money and I enjoy ag–so garden and farms trades pay the bills.

I say all this as not a criticism to others who choose to write business communications. There is a definite need for that skill set. And I plan on continuing to volunteer for SCORE Lancaster–I don’t mind the work in small doses. Plus, if there was ever a time when I needed to get a full-time job, I know that I’d want one that uses my writing skills and pays well enough to support a family. I definitely enjoy writing over teaching public school.

But at this point I’m blessed–I don’t need to find a full-time job. I’m allowed to enjoy the world of mothering while also learning about myself as Wendy the Writer. I’m learning to be okay with the whimsical me that loves art, farming, flowers, small business, history, self-expression, stories, etc. I’m embracing the multi-faceted me and making time in my schedule to explore all of them–as part of my overall writing business.

Thus, I’ve come full circle with my “platform” and writing my passions. I’m not going to try to be someone that I’m not. I’m going to be me–the type of writer who’ll never be rich, but one who aims to make a difference in the world while I’m here.

 What are your goals for 2012? Comment here and let me know what your plans are for the New Year.

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Five Tips for Trade Magazine Writing

Writing for trade magazines can be a lucrative at-home business. Yet, writers need to understand that there’s a big difference between B2B magazines compared to consumer magazines.

If you’re thinking about writing for the trade magazine market, consider these five tips:

1. Remember your audience. You are writing to and for business folk. Thus, you need to focus on what their needs are in terms of marketing their businesses, dealing with employees, or opening a new business.

2. Focus on industries where you have experience or some knowledge. For example, I write for the “green” industry which includes farming, growers, landscapers, and garden centers. My degree is in English/Secondary Ed. However, I got my practical experience by growing up near farmers, visiting farmers’ markets, and gardening as a hobby.

3. Write tight–and that includes your query letter. If you don’t have a handle on writing tight, go to Writers Digest‘s web site, www.writersdigest.com, and invest in some books on the subject. There are also many writing Web sites that deal with query writing—Writers’ Weekly would be my first stop, www.writersweekly.com.

4. Think in terms of service. For trade magazines, you’re writing service pieces whether that’s a how-to or an expose of how a certain business handles their daily affairs. Learn how to write sidebars and take good photos to deliver a complete package to your editor.

5. Don’t be a diva. I copied this sentence and wisdom from Mary DeMuth. Show respect and a willingness to learn and you’ll go far in this writing niche. Get cocky and you’ll find that your writing career will nosedive to nothingness.

What do you think? Any trade magazine writers out there wanting to share additional tips? If so, I welcome them–so, please comment.

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Trying Something New

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Last spring, my editor at Farming asked for some articles about Pa. maple sugar farms. At the time, I enthusiastically said, “yes,” because I wanted to fill up my calendar. Yet, because I live in south central Pa., there aren’t very many, if any, maple sugar farms. Thus, I needed to find sources a long distance from my home.

I found a handful of maple sugar farms through the Pa. Maple Sugar Association, and I think, from Ag Map, as well.  However, interviewing and writing these pieces were challenging. Since I haven’t experienced maple sugaring, up close and personal, like I have with dairy farming, I felt a little lost.  And some of my sources were rather pithy in their information.

But I learned more about maple sugaring and I appreciate the industry here in Pa. For example, Somerset County, Pa. is known as the maple sugaring capital of Pa. The high mountains and amount of snow they get every year make maple sugaring a successful industry in southwestern Pa.

In February 2011’s Farming, Miller’s Purely Maple is featured in the Sugaring section. Miller’s Purely Maple is in the northwestern section of Pa.–near the Pennsylvania Grand Canyon. Again, lots of mountains with cold weather and tons of snow.

Have you ever stretched yourself into a subject that you’ve never experienced? How did you deal with it? Were you glad that you took on the challenge or do you wish that you took a pass?

I’m glad that I interviewed three to four different maple sugar farms here in Pennsylvania. I learned about a small industry that is steeped in history and family tradition.

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Almost done

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The other day I was commenting on how quiet my house was when everyone has left for the day, and I’m home alone writing. Well, after having two rambunctious boys home from school for two days in a row due to ice storms, I’m actually glad for the quiet!

Today, I’m wrapping up an article about soil amendments for Garden Center magazine. I’m amazed at the evolution of an article. When I proofed the first draft on Monday, I thought, “Yuck!” Sentences didn’t make sense and ideas weren’t connecting.

By Tuesday, the article was slowly starting to make sense. Yesterday, it was flowing. Now, today, I put on the finishing touches and sent it off to the editor.

Writing is a process–those who think their first drafts need to be perfect need to take a deep breath and rethink the process. It’s a lot like pottery–and I got this analogy from another writer. You throw the clay on the wheel and manipulate it until it looks like the finished product. But it doesn’t get that way the first time around. It takes time–days, weeks, and possibly, months.

Writing is a process–and editing is part of that process. It’s beautiful to create something from scratch–even an article on dirt–and see it develop into a cohesive article that will hopefully help others in their respective businesses.

What do you think? How do you approach the writing process?

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Public Relations: Why is it important to your business?

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Do you care about the public profile of your business? What do you think when someone from the media contacts you about an interview for a trade magazine or your local newspaper–do you grab hold of the opportunity or do you shrug it off?

For the past eight years, I’ve written for trade and regional magazines, as well as my local newspapers. Most people are open to the *free* publicity, but I have had some sources shrink from an interview. Now, granted, I do prefer email interviews over phone interviews, but I will capitulate when necessary. Yet, I do find it surprising that, in this day and age of the Blackberry, I-Phone, and all the other cool gadgets out there, that many people own and use on a daily–sometimes on a minute-by-minute basis–shrink back in fear when it comes to utilizing email. If you can text, you can email. 

However, this post is not to nit-pick on the best way to interview a source. The point of this blog is to urge you, the small business owner, to not avoid media types. Learn new technology–like Twitter, Linked-In, and blogging. Use every type of *free* publicity that you can get your hands on, so you can get the word out that you exist and you mean business.

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Read All About It in the Ephrata Review

Recently, I interviewed Debbie Hollinger and Joy Ashley of Second Street in Denver and Bargain Alley in Ephrata for the article, “Recycle, Re-use, and Shop.” Hollinger is the director for both stores, and the stores fund two-parent homes in India for orphaned girls.

I highly recommend that shoppers from northeastern Lancaster County and/or southwestern Berks County consider shopping Second Street and Bargain Alley–especially given this tight economy.

I know some folks cringe at buying secondhand–which is totally out of my realm of reality–but I wholeheartedly promote it. Matter of fact, I get sticker shock just walking into a mall.

Moms, you can buy great clothing for your kids at SS. Every time that I’m looking for nice clothing for my children, I’ve found shirts, shoes, and jackets at Second Street.

Young adults, trying to furnish your apartment? Check out the Shabby Chic selections at SS and BA. They’re even carrying hand-painted furniture at the SS location.

 Teens and Tweens, you can come out of these stores with about 10 different outfits, complete with shoes and jewelry–for well under $100. They carry brand new Urban Outfitters denim skirts, too, as well as other new designer brand clothing. Shopping at Second Street and Bargain Alley is akin to going on a treasure hunt–a shopping treasure hunt that is!

And to all of us, you’re benefitting young girls in India by providing a two-parent home for them. You can find out more about Second Street and Bargain Alley by going to their web site at http://www.secondstreetshop.org/.

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Keeping up with technology

Recently, I updated my resume. It’s something that I need to do every time I have an article published. It’s part of my job. Yet, I find the process daunting because every time that I update, I can’t remember how I did it the last time. Then, I need to make sure that my “about” page is updated too.

But I finally figured it out. If you’re an editor, and you want to see what I have published thus far in 2010, please go to my about page and click onto the resume icon.

What am I up to now? Well, I’m in the process of writing four different queries for the green industry. When I say green industry, I mean the ag/landscape/horticulture industries, not the new green industry.

And I’m studying the querying process because that’s where I’m the weakest in my writing job. Right now, I have four ideas swirling around in my head that I need to pare down to a reasonable focus. I’m hoping that How to Write Irresistible Query Letters by Lisa Collier Cool will help me with this process. I’ll keep you posted.

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