Dynamic writing that speaks directly to an agent's target market can be the secret weapon that takes run of the mill marketing materials to a new level. As a top-notch writer who is used to interviewing celebrities, VA Lorraine Lucciola knows how to work her magic on a message...

MI: Tell us something about how you got started as a writer.

LL: I’ve always had respect for the power of the written word---its ability to harness emotion, argue points, impact political platforms, sway juries! I started writing professionally twenty years ago, when I was hired as marketing director for local theatre venues. The quality of my press releases and correspondence with editors/ television/ radio staff landed me the job of Arts Columnist for Rhode Island’s premier daily, The Providence Journal. Community publications used my services, as did The Herald News, (weekly arts writer), Fall River, Massachusetts and The New Bedford Standard Times, (New Bedford, Massachusetts), where I still freelance as senior arts writer.

MI: How did those early experiences as a writer lead you to the type of writing you do for clients today?

LL: Occasionally, a business or feature editor would ask me to do other kinds of stories. I was happy to diversify and the bosses were pleased. The public response was positive and my services were demanded more frequently among small business owners, Chambers of Commerce, radio and TV editors who wanted written copy for ads and voiceovers---some of which I recorded myself. I think the one quality that consistently describes my skill is my ability as a writer and communicator to quickly and succinctly prioritize the demands of an assignment, bottom line the necessary message, personalize the subjects of articles or stories, “cut to the chase” and produce written copy that is accurate, concise, often compelling and, above all, reader-friendly. I truly believe that a good writer must also be an alert observer of human nature and the world around him/her, in order to establish a credible point of view in their written material. I approach business stories in much the same way I would most others. My goal is to gather and research as much information as is necessary to optimally sell the message or important pieces of interest associated with the subject. My turn over is quick. My messages hit their targets.

MI: What writing services do you offer clients?

LL: My specialty is the interview process, which is applicable to just about any subject fit for spoken/written communication. For business clients this means talking to CEOs, large, small and independent business owners; staff, customers, etc.--to learn what the scope of a particular operation is, how it continues to prosper (hopefully), what features of the business are most interesting and important to clients and often, a chronological timeline of the business or a biographical recap of the business owner, “movers and shakers”. My approach to interviews is to gather all important physical and technical data, then focus on the personalities and human nuances of my subjects; often those which aren’t expressly stated, but which underscore the tone of the conversation. I write full-length feature articles (arts, entertainment, business, human interest); reviews of individual talents or products for media publication and the web; press releases, advertising copy; in addition, ghostwriting, proofreading, rewrites, resumes, business letters, brochures, inserts and related materials.

MI: How do you work with clients to write a press release?

LL: In creating business press releases, I ask clients to provide me with as much detail as possible about the product or service they sell and what is the main message they want to convey. This content usually comes to me in the form of written material and/or information collected from brief conversations or short interviews with owner and/or staff. The more complete the picture of the business is to me, the more powerful the press release. In short, I like to become acquainted with the obvious details of the business, while also getting an overall impression of WHO makes the business successful, HOW this is done, WHERE most of the business comes from and what locations need to be tapped to drum up more business and WHY---social, cultural demographics, etc., and, again, quite simply, WHAT is the message business owners want to achieve? The purpose of a press release is to capture the attention of media and related venues. What gets attention is a creative, punchy message---usually one that makes the biggest impact with the least amount of words or verbiage. This has been a successful formula for me and the clients I’ve serviced.

MI: If you’re writing website copy for an agent, what process do you follow?

LL: Writing copy for the web demands the same kinds of input I have described in previous questions here. However, the physical size limitations of some web pages often forces us to come to the point quicker. I would require the following from agents: succinct descriptions of their services; how and why theirs is better, of course, than others; rate fees and add-on costs to the customer, availability of staff, statements of proven track record (customer testimonials, etc), discounts, if applicable, perhaps a mission statement and a creative description of what the real physical property has to offer . If agents are used to using certain formats (Q&A, specific headings, chapters, etc.) on their websites, information will be appropriately inserted.

MI: What are the three most important things to keep in mind when creating a brochure?

LL: I’d say that the three most important factors to consider in creating a brochure are: 1. WHO is going to read it; (target population) 2. How much material (LENGTH of written copy) needs to be included and 3. KNOW the subject thoroughly, aim for accuracy and easy read-ability. A good test is to ask yourself, “Would I read this?” or “Has this information better informed me or addressed my questions?”

MI: Are there standard elements of a bio package?

LL: A bio package is important because competition abounds in every aspect of human communication. It’s what makes one business owner or specialty employee different than the others. The baby who cries the loudest in the hospital nursery is tended to right away! That baby has the lung capacity or life force to command immediate attention! While most of us don’t necessarily scream to get noticed, our personal stories command the curiosity of our clients. It’s part of human nature to seek out the unusual, the most prolific and experienced, the most successful and respectable. Clients want to know about the people running a business; they are more inclined to trust a reputable entity and feel they are getting their money’s worth of product or service.

Bio packages should include the most recent/best first. Who are you in the business? What role do you play? Where is your business today? How have your efforts maintained its success and/or diversification? What professional training (if applicable) have you had to aid you in your business decisions? (Clients often relate to someone who has attended the same school they did or sport the same school ring. It’s a “brotherhood”/”sisterhood” thing!) Is yours a traditional, family run operation? Refer to your own work history (where and for whom have you worked before) What rewards does your work hold for you? What is your “motto” or “pledge” to the customer/client/buyer? In short, why should a customer do business with you instead of the guy down the street? Biographical information humanizes us in a quick-fix, busy world.

MI: What role does branding play in writing projects?

LL: Branding is the outward stamp of market-ability; an individually recognized, sought-after “signature” placed on the merits and benefits of a product, service or worker in a chosen field. Product branding can be viewed as the “master class” of biographical business and marketing information. It is something (a slogan, catch phrase, logo, graphic, tangible product or idea) that sets you and your business apart from the others. We don’t necessarily have to know everything about the business owner, creator, originator to appreciate an immediately recognizable niche product. We don’t’ have to know where Ray Kroc attended kindergarten to know exactly what the “golden arches” mean! Together with the business presence on the project, I aim to apply unique written components (biographical, combined with product knowledge) that will sell it to the public.

MI: Writers often develop a distinctive or signature approach. What sets your writing apart?

LL: When I sit down at my keyboard to write creative or commercial copy, I do so hoping that readers will experience our common humanity in the end product. Even the driest subjects have an inner life because they are telling someone’s story; a story unique to each one of us, even if a thousand people do the same thing for a living, tell a similar story, recount an important and memorable moment in their particular professional or personal lives. As my career goes forward, I find myself using words like “gifted” and “blessed” more frequently to describe an intuitive ability to see into the lives of people and their experiences, while accurately capturing the unique “voice” of my subjects. It’s about a connection to the world, an openness to new people, things and concepts that keep my written observations and reports fresh and vital.

MI: As the focus of marketing is increasingly Internet based, has this changed the role of the writer?

LL: Yes, it has…for the better. The internet has changed almost everything we do in this life! It gives us immediacy and unlimited access to anyone or anything. For a writer tackling marketing projects, for example, it broadens one’s horizons and opportunities, enabling the writer, as researcher and communicator, to acquire just the right tools to make the job interesting and successful. It puts you in the boss’ office, the printer’s shop, an interviewee’s living room, a library, a classroom. If one has been accustomed to writing solely for written publications, their work can now be viewed as hard copy and online. Reader bases literally increase overnight. Deadlines are more easily met. Messages, business or otherwise, are directed to the right sources for perusal, approval, use. My own experience producing marketing collateral that “nails” the message down, has been aided by internet tools and options.

MI: Lorraine, thanks for giving us your insight into the writer’s perspective. You've given us a valuable glimpse of what it takes to create written material that truly reflects the client.

LL: Thank you, Michael. I have enjoyed this special opportunity to contribute to the virtual community!

EDITOR'S NOTE: Lorraine recently help me complete my new book The OBSOLETE EMPLOYEE - How Businesses Succeed Without Employees —And Love It!  She interviewed over 30 people and wrote their first-person stories to be included in the book. She is an absolutely gifted interviewer, without whose help I doubt my book would be completed.  A few ideas to take advantage of this rather unique talent include interviewing your just closed clients to write their testimonials, or interviewing and writing the story of someone each month within your target market to be included on your site.  I have found her to be an incredible resource and a joy to work with (and you know I don't say that too often in this column :o)

To learn more about Lorraine and her services just send her an email at llucciola@comcast.net or call her at 508-676-2326.

Always remember to do a thorough due-diligence before hiring any kind of assistant. This interview is part of an ongoing series of VA profiles designed to help you find the perfect VA or VA team to help you get organized, profitable, and in control of your business.

(NOTE: Mr. Internet, his company and staff receive no compensation whatsoever from any third party vendors or service providers. Also any virtual assistant or consultant mentioned in this publication is not to be construed as an endorsement of their services by Mr. Internet or his company. Always remember to do a thorough due-diligence before hiring any kind of assistant.)