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Monday, July 18, 2011

Book Publishing From A Book Publisher's Point Of View

Many writers aspire to write books. Writing a book is a long, involved, difficult process. Book publishing is harder. A writer may submit his book repeatedly only to be turned down. The writer may eventually succeed. Wouldn't it have been easier to get published the first time? Is that possible?

You can improve your chances of a publisher accepting your book manuscript if you understand more about what happens at the publisher's desk. Book publishers are busy people with several projects bombarding their desks every day. They must decide quickly about what will sell. They must also delegate their time efficiently to keep the business running. Only occasionally do publishers actually seek out work. Let's look at a typical work day of a publisher to help you understand book acceptance and book publishing.


PERSIST AND PERSEVERE

Writers must be persistent. Regardless of how many times a publisher rejects your book manuscript and throws your ideas in the trash, you have to keep going back for more discouragement. Eventually you'll make it in the door. If you can get all the way through, you will finally get to a place where publishers accept more of your work. When working with a book publisher, the rule is the same. If you have a book that you know will sell, you must persevere to get the publisher's attention. Most likely, you will be sending excerpts of your book, not the entire book, to a publisher. As you continually send your manuscript or book excerpts to publisher after publisher, you should try to market it in different ways. Publishers seek a particular kind of writing; they will dismiss anything that doesn't meet their criteria and high standards. Variation in your marketing techniques may turn a rejected book into an accepted book.


WHAT DO BOOK PUBLISHERS WANT?

Book publishing is a strange business. People's tastes are somewhat fickle. A book publisher has to keep up with what kinds of books will sell. It seems mysteries will always have a place on the bookshelves. Crichton and Grisham may tie up the book market until they are finished. That is just one example from one genre of books. Publishers have to keep track of what is selling in all areas of literature. The best way for you to get your work noticed is to make it look similar to what is already selling in the marketplace. Be careful not to imitate style or voice of another author. Write with your own unique words while imitating the use of popular public opinion. Another way to improve your chances of getting published is to find out who's publishing what.


ARE YOU MARKETING TO THE RIGHT PUBLISHER?

Some publishers specialize in a certain kind of writing. If you are writing a novel, you'll look stupid (and get rejected) if you send it to publishers who publish technical manuals. How do you find out who is the most likely candidate to publish your work? There are reference manuals, such as Writer's Market, at your library that will tell you who's publishing what and what publishers are seeking. It will contain valuable information leading you to children's book publishers, novel publishers, and textbook publishers. If the handbook at your library is not up to date, your next option is to check out the new releases and best sellers rack at the bookstore. Buy a few books and read them. You'll have a much better feel for the book market as a consumer first, and book writer second.

Book publishing is difficult to break into. It can be helpful to approach the issue from the direction of the publisher. Before you submit your manuscript again, improve your chances of acceptance by following these tips:

1) Change your marketing style so that you grab attention;

2) Make sure you are a book consumer yourself. You'll get a better feel for what's selling and what a publisher will buy. You'll also find out who is publishing which types of books.

3) Finally, by buying the product you are trying to sell, you will improve the book economy all together. Publishers need to see people buying books before they can commit to publishing more.

Many authors begin their careers with the single goal of getting their book published by a reputable publisher. Book publishing is difficult to accomplish. It takes many months of work and extensive preparation. Writing a book involves intricately woven ideas. A book is a project, and it may contain many other projects that involve research, development, and marketing. Most authors are disillusioned about the intensive process of creating a full, coherent book. Writing a book and finding a publisher is like nothing you have ever done before. It will take extensive and intensive work and development. It will also probably include much of everything you know, and more.

Sunday, July 17, 2011

Book Development: How To Create Tantalizing Titles And Sensational Content

Years ago when Napoleon Hill's famous manuscript on building wealth was ready for publication, it had no title.

His publisher called and said, "If you don't come up with a title by tomorrow morning, I'm going call it "USE YOUR NOODLE AND MAKE A BOODLE." Distraught, Napoleon Hill began playing with words and throughout the course of the night came up with the classic title, "THINK AND GROW RICH."

Have you read Think and Grow Rich? [If not, you need to head to your local bookstore, or library, and pick up a copy.]

It is one of the most best selling books of all time – probably due to its name.

Hey, it's a great book because of what's inside the book. The contents are incredibly powerful ...but, I'm not sure how many people would have bought it with a title like Use your Noodle and Make a Boodle.

Would you have? Not me.

There are many, many other examples throughout history where books were written and published unsuccessfully... until they changed the title of the book.

In fact, some authors have ONLY changed the title of their books and have become best sellers after their first printing sold just a few copies.

I know it's crazy. I know it's not right. But that's life. I'm sharing this with you so you can work it to YOUR benefit.

I'm not proposing that you can put together horrible content for your book, slap on a great title and make tons of money. Although I've personally seen it done (unfortunately), I am not suggesting you do that.

I'm suggesting that once you've got quality content inside your book, let's get a great title on the outside of your book and add tremendous potential on your road to success.

Ok, so how can you get a great idea for a title?

Simple: start looking at the Best Seller lists at Barnes and Noble or Amazon.com.

When Jason Oman and Mike Litman wanted to publish their book they modeled a popular book called "Conversations with God" and published "Conversations with Millionaires." Their book went to #1 on Amazon.com

Another great place to look for outstanding titles is the tabloids in the checkout isle. Those papers and magazines don't sell millions of copies because they write unique and wonderful content – it's because their titles are just SO compelling you've got to read it.

Now that you know how to brainstorm a book title, here are some tips to help you research content for your book.

Most people know about Google.com as the largest search engine in the world... however, few realize how powerful it is as a research tool.

The key is knowing how to tap into Google's research powers. One of the best ways to find content for your book is by using the search string called "allinurl." (pronounced all-in-u-r-l)

You can go to Google.com and type your keyword phrase in after allinurl: – and search its database for sites that have that keyphrase in their URL, either in the domain name or in a file name.

For example, if I was writing a book about Dog Names I could use something like:

allinurl: dog name articles

allinurl: dog name

allinurl: beagle dog names

You should find some excellent content ideas using this method.

Let's check out the real world examples and take a look at what we would find.

#1) allinurl: dog name articles

• "A Dog Name is Something To Be Chosen Carefully"

• "5 tips for finding the right name"

• "Puppy dog name meanings"

Looks like great content for the book. Simply decide which section (from your outline) would be the appropriate section for it to go in.

HOW can you organize your search findings? Put the name of your idea and the Outline Section at the top of a piece of paper.

In the section below put...

Name/Title: The name and/or title of the content you've found

Link: URL to the content

Expert (Owner): Who wrote the content

Type: Is the content text, audio, video, etc.

If you have 6 sections to your outline, you should have 6 of these sheets with content information – one for each section.

After collecting all the content you want for your book, you have four options.

#1) You can contact the content owner and ask permission to include their content in your book.

The benefit of including other experts' content is that when it comes time to market it you've got ‘built-in' partners to help promote it and you are leveraging other people's credibility as experts in the subject.

#2) You can hire a ghostwriter to write on similar topics to those in your outline.

#3) You could research and write content following the outline yourself.

I've come to realize the power and the effectiveness of using existing content from experts.

Unless you have to have the entire book be your words, I'd suggest mixing in expert content with some of your own content. This might be as simple as finding a public domain book on the subjects you outlined and using some of its content as well.

Saturday, July 16, 2011

Blogging Beyond Leaps And Bounds

Blogging is a passion and the same time an opportunity to get places. People who often find themselves searching for identity and purpose would be surprised at how blogging can make a difference for them. Indeed, it is something worth checking and people who love to write about anything should very well check it out.

And now for the one qualifier. Content may be king, but content alone is like a figure-head king who talks a lot but doesn't get anything done. For the monarchy to be effective, you have t actually write good and appropriate content.

The first step to write a marketing blog is to set your goals and know why you blog. What this means is that you have to understand that a blog is not an open invitation to post sales material and self congratulatory tripe. The purpose of your blog should certainly be to inform, but it is also an opportunity to communicate with your clients. Search engines may like blogs because of constantly updated content, but customers have come to trust blogs because they feel like this is a chance to “get to know” the company – not subject themselves to more mindless sales material.

When you are writing content for your blog you need to keep a few things in mind. First of all, a business blog, while not exactly creative writing, is not really technical writing either. Everyone has their own style and, depending on the subject matter of the blog, different styles are appropriate for different industries. But in general, a blog should be written in a more conversational tone. This will help you avoid the marketing-speak that can otherwise creep into a valid article.

Next, make sure that your grammar, punctuation, and spelling skills are regularly exercised. All you have to do is spend some time visiting forums or reading blog replies to know that most Internet users don't have the best grammar or vocabulary in the world. This does not, however, mean that you can allow your blog to slip down to the same level. You are being held to a higher standard as a content publisher than you would be as a normal visitor. And visitors will recognize poor grammar in others, even when they don't practice it themselves.

Now, what do you write about? Obviously a marketing blog is going to be heavy with articles about products or services. This is the perfect place to discuss your new endeavors, as long as you remember to keep it a discussion. People can get advertisements anywhere. They don't need them and, more importantly, they don't want them from your blog.

Ideas are hard to come up with these days because every writer wants to be unique in order to stand out and it seems like someone has already conveyed your idea to a site or several sites. Even if you write about something different, sooner or later someone will copy your work. Also, there are times when you do not feel like writing but you have to produce something at the end of the day.

If you have faced any of these situations, what can you do about it? You can browse online to get ideas. There is nothing wrong with having the same topic as someone else as long as you tackle it on a different angle.

Friday, July 15, 2011

Blogging: A Writer’s Journal

A novel way for a writer to keep prospects and fans in the loop on their progress as a writer is through the use of a web log or ‘Blog’.

“This notion of self-publishing, which is what Blogger and blogging are really about, is the next big wave of human communication. The last big wave was Web activity. Before that one it was e-mail.” – Eric Schmidt

This online tool has allowed many writers to share thoughts, humor, politics, and more with any and all who would visit. Since the Internet is a device of connectivity it also allows for immediate feedback in ways standard publishing cannot offer.

Essentially the web has created a means for someone who has not been discovered to find an audience who is interested in what they have to say.

For some, a blog is intended to be private in that they do not promote the blog for mass consumption, however with the growth of blogging it has become more difficult to ensure your blog will remain essentially a private journal.

As Eric Schmidt pointed out, blogging has become a form of self-publishing. In this case the author becomes the editor and publisher and has total artistic control. The use of Google Adsense can also provide residual income to help pay for any costs associated with your blog.

A blog can be very useful to a writer. It provides an outlet for regular writing, but it also allows people who enjoy your work to take in your regular posts and feel a greater connection to you. Some random blog-thought has been transformed by their owners into long form articles and stories.

“At its best, blogging is all about change. The format suits writers who want to move fast.” – Naomi Darvell

Many blogging sites allow the use of photographs and audio. For instance, if you had a book signing you could use photos from the event in the body of your blog. If you have a recording of a portion of your book that you are authorized to rebroadcast it also can be placed in your blog. Links can be provided to encourage visitors to check out similar blogs by other writing friends – and best of all a blog can assist visitors in finding where they may find other work you’ve produced along with information on how to purchase any available books you may have.

People who enjoy reading blogs will find a circle of blogs that entertain, inspire, and make them think or laugh. Having a blog that is tied into a personal website can go a long way in connecting with those who may already have an appreciation for your work.

Thursday, July 14, 2011

Benefits of Journal Writing

The benefits of journal writing are fairly well established due to the long history of journal writing. From Anne Frank to Di Vinci, journal writing has proven itself.

Benefits of Journal Writing

When considering the benefits of journal writing, it is important to set a few parameters. First, there is no age limit to using journals. There are distinct benefits for children of all ages, but journal writing is equally valuable to adults. The reason for this is journal writing is an act of personal reflection. Whether it is a teenager reflecting on the social nightmare of high school or an overworked parent taking twenty minutes a night to write is irrelevant. The point is, all age groups benefit from stepping back from their life for a few moments and reflecting on things.

Whether you recognize it or not, journal writing provides you with an anchor in your daily life. In the journal, you are free to write what you want without restrictions, to truly address the issues in your life without fear of criticism. Put another way, one of the benefits of journal writing is it acts as a self-help psychiatrist, but for MUCH cheaper!

As you write in your journal over time, you’ll also start to ascertain a second benefit to doing so. This benefit is one of self-criticism. Inevitably, you’ll read through past entries and review your life. Doing so will lead you to self-reflection as well as thoughts on how you might act differently should certain situations rise again.

Of equal importance, journal writing has health benefits. Before you click away from this article, consider a time in your life when you were extremely frustrated. Hopefully, you spoke to a friend to “get things off your chest.” Didn’t you feel a lot better afterwards? Getting things off your chest helps relieve stress, one of the biggest killers in our modern society. Journal writing acts in much the same way since you are able to write your thoughts without fear of criticism.

There are other benefits to journal writing, but all boil down to one simple fact. Writing in a journal allows you to express yourself without being judged. With the lack of privacy in our modern, digital world, that is hardly a small benefit.

Wednesday, July 13, 2011

Benefits Of Creating User Documents In-House

OVERVIEW

For small companies, creating their product's User Documentation in-house, provides benefits to the company, to (idle) staff, and to the product. This article describes the benefits and some downsides of producing User Documents in-house.

THREE OPTIONS

If you have no in-house writing staff you have three options:


1. No User Document for the product. This is NOT a valid option. Every product needs User Documentation. It completes your product package, and enhances the User's experience with your product. Here are two examples of non-existent User Documentation:

* Tomatoes. Most people don't know that before use, tomatoes should not be refrigerated. Refrigerating tomatoes before use will reduce their flavor and nutrition value.

* A Manual Can Opener. This can opener clamps on the can, thus the user does not have to squeeze the handles while operating the can opener. It came with no User Documentation, as "everyone could probably figure out how to use it." This is wrong. After a few uses, the blades become slightly dulled, and the handles are very difficult to clamp and lock.

The simple tip of turning the knob while squeezing the handles makes the can opener easy to use. That tip could form the basis of a User Manual for the product. The manual should include instructions for care of the can opener. The absurd situation is that this clamp feature was the unique aspect of the product; but the feature becomes unusable because of no User Document.

How have you felt about products that came without User Documentation? Were you confused about the product and getting the most from it? User Documentation adds to the value of the product. Let's look at how we can get it created.

2. Use an outside writing service or consultant. Technical writers may be an excellent choice to create your User Documentation. However, there may be downsides to using them.

* When documentation changes have to be made, the company has to re-hire the writer. If the writer were unavailable, then you have to wait or search for a new writer. When the new writer gets hired, a new orientation to the company and the project would have to start. Delays, delays, delays.

* An even more horrible thought is that the outside writer used some fancy piece of software to create the User Document, and you do not own that software. Thus you could not make any changes until you bought and learned that software, or hired an outside writer who uses the same software. (Most technical writers are enamored with a particular piece of esoteric writing software.)

Using the outside writer will force you to batch your documentation changes, making the literature out of date. (How many times have you seen product documentation that does not match the product? This happens because the company was waiting for the next major upgrade to update the User Documentation.)

3. Using idle employees in your company to create the User Documentation. The remainder of this article will focus on this option.

STAFFING BENEFITS

In most organizations, there is some staff down-time. By assigning these staff to create User Documents you benefit from effective use of this down-time, and the employees benefit from experience in a new field.

These staffing benefits include:

* Use staff who may be idle between projects
* Your staff know the company's culture and their fellow staff
* Your staff use existing company-wide writing tools (your word processor)
* No time needed to get oriented with the physical aspects of the job
* You have created a new resource within company

BENEFITS TO YOUR USER DOCUMENTS

If you have in-house writers (even if they are not formally trained as "technical writers") you can just say "Sue, could you or Tom update the document where the sign-in window is presented." Much faster and more flexible then having to go to an outside source. Sue and Tom have ownership of the document, and would work to improve it. They would use software resources available in your organization.

The benefits of in-house writers to your User Documents include:

* You can make corrections as you find the errors.
* You are able to update your User Document when you update your product.
* Better control of timing and resources
* No fear in dealing with the User Document in electronic form. From your word processor or add-ins, you can publish your User Document as a portable data format (.pdf) file, or as HTML for display on the Internet.

DOWNSIDES OF IN-HOUSE WRITING

The primary downsides of in-house User Document creation are the attitude and emotions of your newly-appointed writer. These include:

* Fear ("I don't know how to write")
* Anger ("Why me? This is unfair")
* Uncertainty ("I don't know what to write")
* Isolation ("I've been cast into this writing thing")

You can reduce these negative emotions if you encourage and support your New Writer.

SUPPORT YOUR NEW WRITERS

It is unfair to assign a non-writer to create a User Document without supporting him/her. You have to support your writer with:

* Training;
* Access to the development and marketing teams for product information;
* Use of the development team to evaluate their writing (small chunks);
* Access to the product, industry literature, and marketing materials;
* Style manual;
* Editor -- your writing expert;
* Time to do a good job.

Tuesday, July 12, 2011

Beginning Your Memoir Despite Family Guilt and Critical Voices

When we first decide to write, we feel good about it—we have memories and stories that form who we are. We want to explore ourselves, to capture times long gone and preserve them in story form. To leave a legacy about our lives. But other voices compete with our writing—“what will people think; you should be ashamed; you will embarrass the family. Don’t air dirty laundry; you know only part of the truth, so be quiet. Your mother will roll over in her grave if she found out you wrote that.”

We all know these voices. They make us throw down the pen, sit back and turn on the TV. We don’t want to lose our family. We don’t want to make them angry. Writing a memoir is an act of courage, even defiance against powerful family dynamics. We need to find a way out.

As a family therapist, I have worked with many families, and because of my background, I’m in a position to help my coaching clients understand the source of their resistance to writing their stories, and the source of the critic voice inside.

When we write memoir, we reclaim our own voice, we stake a claim to our version of the story. Every family has multiple story lines. There is the “official” version, controlled by the most powerful people in the family, usually the parents or those who have the most to lose. The “lesser” points of view—most often held by the children or those lesser in power—are often not believed or accepted as true.

Who decides what version of a story to believe? Who is not listened to? Whose point of view is unwanted? The answers to these questions will be decided by family dynamics and power.

In most families there is a “scapegoat,” or a clown, or the most sensitive. People in these roles may hold a unique, and unpopular, view of the family stories, and those with the most power may try to suppress it.

A memoirist must begin by writing her story in a protected bubble so the story can evolve. Take care of your writing environment, and protect you from forces that will derail your efforts.

1. Figure out the power dynamics in your family. If the critic voice stops you, write down what it says. Try to find the original source of those voices in your background.

2. Begin with an image—a photograph is often a good prompt. Write in your own natural voice.

3. If the voices say: “I don’t know how to write; my family will hate me; how do I know I am writing the truth.” don’t stop. Write anyway. Your critic/family protector will try to silence you. If you were silenced when you were growing up, you will need to work through it now.

4. DO NOT hit the delete button when you feel critical after writing. DO protect your writing from curious family or friend invaders. Treat your work like a young plant that needs protection.

5. Find supportive people to write with. Write in cafés, in writing groups where you feel support or at least no attack.

6. Remember: if you’ve been abused, neglected, forgotten, or silenced, you likely learned not to value your own point of view. Writing your own story can change that. Keep “telling it like it is.”

7. Write for five minutes. Another 15 minutes. Stretch your ability to stick with a story. When you feel like stopping, write for five minutes more. We are tempted to stop as we get close to the core emotion of a story.

Monday, July 11, 2011

Be The Next Oscar Wilde With A Home Mortgage Refinancing Lender

Anybody can write but not everybody can be a writer. The mark of a true writer is the ability to express him or herself with eloquence and grace. Writing, however, is more than just stringing words together in a dramatic fashion.

What Makes A True Writer?

A true writer has something to say. It could be a message or an opinion of great importance that could stir even the most passive of audiences. It doesn’t matter how trivial or how crucial a subject is. A real writer can write about a home mortgage refinancing lender or a lengthy dissertation on an Oscar Wilde novel and will still have his or her readers gripped. A writer who can make a home mortgage refinancing lender look good or a well-loved monarch look bad is indeed a very talented one.

Oh, Fearless One

A real writer is not afraid of criticism, disapproval, or persecution. The best and the greatest of all writers have been censured and even scorned in the worst possible ways. Indeed, there will always be detractors. You can write about a controversial subject like politics or a benign one such as home mortgage refinancing lender and still be criticized. A true writer who believes in the truth and the integrity of his prose should have nothing to fear and should always be prepared for the consequences.

Pride and Prejudice

Ego is a writer’s curse. Many a writer have made the mistake of basking too much in fame and glory to have forgotten the integrity of his or her words. To be a truly good writer, it is important not to let praise go over your head. Accept criticism and learn from it. When commended, remain humble but grateful. Remember that no matter how well you wrote that piece on home mortgage refinancing lender, you can still do better. Be your best and worst critic.

There are no subjects insignificant enough to be done halfheartedly. Write about home mortgage refinancing lender with as much care and as much dedication as you would an essay about life and love. No essays should be neglected because you feel it’s inconsequential. You’ll be surprised to know how even the most benign topic such as home mortgage refinancing lender can touch lives. Keep an open mind and don’t subject yourself to petty prejudices. There are always two sides of a story and a truly good writer does not choose sides.

The Power of the Pen

Writing is more than a profession. It is a craft and a gift that should be used wisely in pursuit of truth, justice, and honor and not for petty and mundane victories over the weak. The freedom of expression is indeed a beautiful thing, its power heady. It can build just as well as it can destroy. There is truth in the adage: the pen is mightier than the sword. And if you are lucky enough to wield such a weapon, you must know how to use it right and use it well.

Sunday, July 10, 2011

Back To Back: Two Good Reads On Entry Level Leadership And Culture

This month, I read two books back to back: Soldier's Heart by Elizabeth Samet and Punching In by Alex Frankel. Both of these works are an excellent introduction into entry-level corporate culture and leadership development.

Soldier's Heart is a civilian English professor's take on the leadership culture of West Point, based on her 10 years experience as a faculty member. Professor Samet is in a rare, but well qualified position to pen Soldier's Heart. Only a fifth of the academy's faculty is civilian instructors; the rest are military officers on rotation or "regular Army." Samet's academic interest also makes her special; she has studied the dynamic of command and obedience in American literature.

Soldier's Heart is not the first work about West Point by a soldier or civilian, but it comes from the most interesting perspective: an outside working inside.

Soldier's Heart has a balanced look at the military culture. Samet writes that no cadet wants to be, in one cadet's words, a "non-thinking slasher," someone who would kill for the glory of war, or the sake of killing.

West Point is, and has always been, a literate culture. Classical literature through Armed Forces Editions educates and entertains soldiers in battle, and reinforces American values. She writes of books as weapons to spread ideas, and counter actions meant to curtail freedom. But she also states that tales of war talk of motherhood or a woman’s love for soldiers —but not a woman's love for soldiering. There is nothing about motherhood in the military culture, but there is the need to fight for mother.

The professor adds that today's military culture has conflated military missions with spiritual missions; soldiers become instructed to regain faith when there seems to be little cause for faith. However, that might be necessary instruction to lead at a time when officers, enlisted and veterans are questioning our nation’s involvement in Iraq, a war that they believe to be unnecessary.

This faith extends to open displays of the Seven Army Values: Loyalty, Duty, Respect, Selfless Service, Honor, Integrity and Personal Courage. Soldiers tape the Values to their dog tags. Soldiers also display the Soldier's Creed, officially posted in 2003:

I will always place the mission first
I will never accept defeat
I will never quit
I will never leave behind a fallen comrade.

The Values and the Creed are possible not only because of the culture, but also because our soldiers are professionals who have chosen to serve. Samet sites one Army study that mentions that professional soldiers still fight for each other, as they did, for example in World War II, but they also accept the responsibility that Army has entrusted to them.

The Army, as an institution, has had mottos and mission statements longer than most American businesses, and has a culture where everyone must live by them. Some of the most successful corporations have copied the military's strengths— and some of its imperfections. According to two online employment sites, GIJobs and CollegeGrad, 24 of the Top 50 Military Friendly Employers in 2007 also hired 100 or more college graduates for their entry-level positions. It is safe to say that these companies use the same values to develop and retain their entry-level and military transitional hires.

Which brings me to the next question: can those without the military orientation become as successful in these firms as those who have served with honor? The answer, according to Alex Frankel's Punching In, is sometimes, if you can get along to go along.

Values, missions, attention to detail and duty are part of the dialogue in Punching In, another work where an outsider looks inside, and serves on the front lines of indoctrination into corporate culture.

Frankel worked in entry-level customer service positions at United Parcel Service (UPS), Enterprise Rent-A-Car, The Gap, Starbucks and The Apple Store, took online aptitude tests with two retailers: Best Buy and Home Depot and went through the lengthy interview processes at The Container Store and Whole Foods.

Like the Army, these corporations try to engage and turn their workers into fanatical and loyal employees. Interestingly enough, he refers to front-line workers as the Brand Army of these firms and called UPS the Other Army, because of the company's esprit de coir and the spit and polish appearance of the front-line workers. Both the Army and UPS do not accept alteration, recreational display or desecration of their uniform.

Frankel respected UPS more than the other organizations, because their workers, especially the drivers, were the most trusted. He adds that this is necessary because UPS workers are all in the field. They can track their locations, but any problems must be solved on route. Each driver and their helper is like a platoon of soldiers; they must follow orders, but they have some lee way in how to execute them.

Frankel did not say the same about the other organizations. For example, he praised Enterprise's efforts to motivate workers to believe that they can advance from desk clerks to regional managers — though he adds that further advancement is less possible. The company hires approximately 8,000 entry-level employees, although the rest of the work force is no larger.

Frankel shows how Starbucks has become a "third place," a neighborhood-meeting place away from home and work, but believes this will be a difficult strategy to maintain because of the standardized appearance of the thousands of stores and employees. He considers Apple Stores to be an excellent setting for those who are already fans of the technology; they need little indoctrination and training as well. And he shows The Gap to be little different from other retailers who are loathed by retail workers, a company bent on standards and policies that put store design first, product second, credit card sales third and the employees last.

Like the Army, these organizations have a uniform, policies and shared values, but unlike the Army, they can hire and fire at will. It was interesting that Frankel conveyed the most respect for the organization that was the most like the Army.

Given UPS' success — the company maintains 80 percent market share against several large competitors, including the U.S. Postal Services — that's quite a complement for our troops and the men and women who lead them.

Saturday, July 9, 2011

Avoid Losing The Sale For Blasting Your Profit

Address every issue that could be a concern. Begin with a list of every reason why a prospect doesn’t buy. He may want it, need it, even crave it -- and be quite capable of paying your price. Yet still, he doesn’t buy. So you need to go deeper to discover all possible obstacles that may be preventing sales.

Anticipate those objections and create a way to address each. You can get into some depth here, and provide complete answers without adding excessive words to the sales letter. Simply create a Question and Answer (Q&A) or Frequently Asked Questions (FAQ) page and make it available by a separate link from your home page. This is an effective way to provide additional information – key details that could potentially swing the sale – without making your sales letter longer than it needs to be.

Your close can make or break the sale. Ideally, you want to carry the enthusiastic prospect through to your order page, without any interruption.

If for some reason, your reader still needs more information, it’s instantly accessible on your FAQ page. Move your prospect from a mindset of visualized benefits to a state of definitive action, in order to reap those benefits. Get him beyond the hesitation stage and into action simply because that’s the most certain way to get what he wants. That’s the task of your closing paragraphs – it’s your final opportunity to make an impact and achieve the desired response.

Charm prospects into action. Make it as enticing as possible and lead the way. Emphasize the actual value and tangible benefits they get for such a comparatively small investment. Put forth your most alluring proposition. Promise the huge payoff that awaits their one small action. Point out the fact that the ultimate in leverage is to gain a maximum value for the minimum price, which is exactly what they’re getting with your superb package.

Friday, July 8, 2011

Authors: Do You Have A Web Site To Promote Your Book?

I was browsing online the other day and discovered the news about a first time novelist who had recently published a book telling the story of an African tribe suffering the loss of land and identity. Her story is based on her true-life experiences and research. She’s even donating a portion of the book’s profits to a charity that helps the displaced people. Her whole story sounded intriguing. However, when I looked for her web site--I couldn’t find it.

What a shame, I thought.

While her book is featured on Amazon.com and other online bookseller sites, and there’s a couple of press releases announcing her book signings, there is no obvious web presence for this wonderful book and its author. My immediate thought was that she was leaving book awareness and sales on the table.

Maybe she feels she doesn’t need a web site because she has the charity and her publisher assisting with publicity, or because there is some expressed interest in movie rights. Even so, I feel that a simple web site featuring her telling her story of how she researched and wrote her book, with photos of her on location, would do wonders for her novel.

In today’s fast-paced world, where attention spans can last a nanosecond, an author can’t afford NOT to have a web site. Even if people aren’t lining up to buy your book today, they can visit your web site and browse. If they like your site, there’s a good chance they’ll be back in the future, or tell friends about it. I think this point is especially true for us first-time novelists. In my opinion, a fiction novel is the hardest type of book to promote and sell online or offline. There are literally thousands of fiction novels published each year, due to how easy it is to get a POD published book on the market.

Authors have tons of competition to get noticed. While the amount of readers are declining, the amount of books being published is going up. New authors have to compete with each other, as well as, established authors, movies, TV, blogs, video games, and other entertainment offerings. From a reader’s perspective, why should they read your book over someone else’s?

Your web site gives you a fighting chance to capture someone’s attention and introduce them to you and your brand of storytelling. Plus, you have the creative freedom to make your site look however you wish. It’s all about colors, graphics and words—especially words.

HELLO WORLD, I’M HERE!

CHECK OUT THIS GREAT BOOK!

HERE’S A SAMPLE OF MY STORYTELLING!

Because most authors have to do their own promotion, your web site is your own personal promotion booth sitting amidst a vast sea of similar booths inside a virtual flea market. Remember, people are online 24-7 looking up information on all sorts of things.

While you’re sleeping, someone could be visiting your web site.

While you’re out shopping, someone could be visiting your web site.

While you’re busy at work, someone could be visiting your web site.

Of course, if you don’t have a web site promoting your book, then potential readers will just have to wait until they stumble across your book while reading about your book signing somewhere, or maybe browsing the online bookstores, or maybe hearing about your book from a friend of a friend . . . you get the idea.

Why leave it up to chance?

Web sites are easy to get up and running these days, so there’s no excuse not to have at least a page featuring your book. Believe me, people will be looking for it, and if you don’t have a web presence, they’ll move on to the next author that does.

Thursday, July 7, 2011

Author Interview: Vicki Landes

What's it like to be a writer AND photographer? ReaderViews sat down with author Vicki Landes to talk about her new book, Europe for the Senses.

ReaderViews: Thanks for talking with us today Vicki. We are interested to hear more about you, and your beautiful photography book “Europe for the Senses: A Photographic Journal.” Would your start off by telling us what your book is about, and what you are trying to convey through the photos?

Vicki: “Europe for the Senses – A Photographic Journal” is a travel/photography book meant to do more than just display European destinations. It’s a collection of photography and creative writing meant to transport the reader to each respective destination with stimulating sensory imagery. Experience the sights, smells, sounds, tastes, and touch that make Europe a remarkable compilation of uniquely beautiful countries. Whether a novice or a seasoned traveler, EFTS hopes to invoke a craving for Europe – not only for the major attractions that attract so many but the small, much overlooked details waiting to be discovered.

RV: Vicki, where were you born, and where are you living now?

Vicki: I was born in St. Charles, Missouri and stayed there until I left for college. My family hardly traveled so I never considered exploring other places. My husband and I had been living in Kansas City, Missouri for a couple years when he received military orders to Stuttgart, Germany. I was livid – I’d just graduated college, we’d just bought a house and I’d just had a baby so I went to Germany literally kicking and screaming. After about six months, though, I really got into seeing new places and we’ve been living in Stuttgart for seven years now! Since my husband is active duty Army, he had to extend a couple of times (tours are normally three years) and he did so only because I loved it here so much.

RV: Since living in Stuttgart, Germany, you have traveled to 45 countries. Would you comment on your obvious love for travel? And, have these destinations been predominately for your photography pursuits?

Vicki: When I moved over here, I was shocked at how rich the European history was. In the states, we can visit something ‘historic’ which only ends up being a couple hundred years old at the most. In Europe, though you can visit places that are literally a thousand years old…sometimes even older! This is absolutely amazing to me and I can’t seem to get enough of this. I’ve been to thousand-year-old monasteries where you can walk up to the ancient stone columns that are supporting the massive roof and wrap your arms around them to feel the cold stone on your cheek (you couldn’t get away with this in the states without an alarm going off and getting tackled by security). I’ve explored the inside of mines that predate the time of Christ. ‘Newer’ destinations can include gothic cathedrals, baroque palaces, or World War I monuments. There’s no end to what is out there to discover. Europeans really understand the importance of their history and the need to preserve it. No, the photography has not driven the destinations – it’s actually the opposite. I’ll visit something I’m truly interested in and I just always keep a camera in tow.

RV: What inspired you to write “Europe for the Senses”?

Vicki: I didn’t even consider writing a book until my grandparents suggested it. After every trip I take, I send an email with attached pictures out to friends and family describing the places I’d just been. I didn’t just want to share the pictures, I wanted them to feel what I’d felt when I was standing there. I wanted them to get a sense of what that particular place stood for – whether it was a famous place or something nobody had heard of. Europe is chock full of unforgettable things and viewing Big Ben can be just as profound as being the lone soul exploring castle ruins on a mountaintop. I also came to realize that many people are afraid to travel to new places – even other military families abroad. It can be difficult to step outside of our comfort zones, especially in the uncertain times we live in today. I didn’t want to just write a book with travel information – there are plenty of those out there (which I use religiously!). Instead, I wanted to convey Europe in such a way that might make taking that first travel step a bit easier. If you develop a yearning for something, it’s not as scary to do.

RV: Which countries do your spotlight in “Europe for the Senses” and are these your favorite places in Europe? Why do you think Europe lends itself so well to photography?

Vicki: I have 15 different countries spotlighted in “Europe for the Senses”. Germany and Italy are concentrated on heavily because they seem to be the most popular among tourists (and they are my two favorites!). The other countries include: Switzerland, Austria, England, The Netherlands, Iceland, The Vatican (it’s a country all to itself!), Hungary, The Czech Republic, Luxembourg, Romania, as well as a couple from Azerbaijan, Armenia, and the Republic of Georgia.

I think there are a couple reasons why Europe lends itself so well to photography. First, Europe is vastly different as you travel from place to place. You don’t have to go far to shoot snow-capped mountains or flourishing vineyards. There can be an entire spectrum of environments and cultures within a short flight or drive just waiting to be captured on film (or on your memory stick J ). Second, as you travel you can visit sites that have survived some of the most destructive forces of nature and man – photographing these places feels like you are preserving a bit of history. No matter what happens, they will live forever in your photographs.

RV: Are the photographs in “Europe for the Senses” of the major tourist attractions? How did you narrow down the ones that you feature in your book?

Vicki: I’ve mixed a bit of world-famous sites with little-known ones. I don’t think you should come to Europe just to see the Big Bens and the Leaning Towers. Even the smallest detail of a little-known place can be ‘the one’ that stays in your heart long after the trip is over.

Picking which destinations would be in the book was very difficult – I’ve thoroughly enjoyed most of the places I’ve been to. I poured through hundreds and hundreds of shots in my collection and found the ones that seemed to sing out. There were a few that I ended up cutting out before we got to the final layouts. I wanted to ensure that there were places that people would definitely associate with vacations (such as Germany and Italy) but a few that would make people stop and say, “Wow, I can vacation there? I’ve never considered this place before!”

RV: When did you discover you had a talent for photography?

Vicki: I started taking photography classes in 4-H when I was in elementary school. My dad was the instructor and a few years into it, I won my first photography contest (much to my surprise). I’ve been taking pictures for most of my life but never considered sharing them until my grandparents suggested the book – that’s probably when I realized I actually had a talent for it J

RV: Your narrative that accompanies the photographs is a significant part of the full-sensory experience of your book. Would you give us an idea of your writing style, and your thoughts about using writing to bring life to your photographs?

Vicki: There are many photography books out there that have a ‘forward’ at the beginning and then use only captions to identify the shots. I wanted my book to be different – vivid descriptions of each section would truly put the reader into the pictures. I wanted people to really feel what it would be like to stand in the middle of an endless tulip field in Holland – touching the soft petals and gazing at the spectrum of colors or savoring the breathtaking Tuscan countryside with all of your senses – not just your eyes. Each of these places can leave you with such a deep, multifaceted memory if you don’t rush through them.

RV: Did you have professional training in photography or creative writing?

Vicki: About 5 years worth of 4-H photography classes and regular coaching and practice from my dad over the years. We had a dark room in the basement so he taught me how to develop film and reduce/enlarge from negatives. I’ve had no formal creative writing training other than through school over the years. I’m currently working on my Masters degree so I’ve taken plenty of writing classes.

RV: Vicki, the senses are a predominate theme for your book. Would you comment on the importance of enlisting all the senses when traveling, and how you’ve personally come to this conclusion?

Vicki: When I first started traveling, I wanted to just see as much as possible – that meant rushing through to cram it all in. The weekends ended up being a blur and my memory of the trip not only included the destination, but the feeling of rushing around, lack of sleep, and a cranky husband and son. I soon realized that although I was seeing quite a bit, I wasn’t left with a profound memory of the destination. When I started slowing down and becoming aware of what I was smelling, how the warm sun felt (or the chilly rain), or how I lost my breath at the sight, the trip became an experience. I don’t just remember what something looked like now – my nose remembers, my skin remembers, and my heart remembers.

RV: Would you explain to us your own personal vision of taking photography that awakens the senses?

Vicki: When I’m viewing a potential site, I see lighting and symmetry as most important. It’s amazing how a tiny step to one side or another can completely change how the light strikes and where the balance lies. I’ll take several shots from several different angles and the LCD screen on my camera lets me check the picture immediately. I’ve been known to sprawl on the floor of a cathedral (I’ve gotten pretty good at a ‘respectful sprawl’ in these places J ) or stand in the middle of a road to get the right shot.

RV: Why do you think a photograph can leave such a powerful imprint on someone’s memory?

Vicki: A photograph is like a piece of the real thing. Those that long to visit a certain destination only need to view a picture to get that heartache. They say that ‘eyes are the windows to the soul’ – if you can see someone’s soul by looking into their eyes, the soul can see out and experience that photograph – that piece of the real place – and be left with an emotional impression.

RV: Which countries would you still like to visit?

Vicki: Plenty! I haven’t been to Ireland yet and I’ve got family roots there (apparently, we come from a line of Irish grave robbers). I also haven’t been to Spain or Portugal yet. I don’t limit myself to Europe, either…I’ve visited 12 African countries so far and I want to see several more!

RV: How can readers find out more about you and your book?

Vicki: Visit my website at www.EuropeForTheSenses.com – it’s got book information, reviews, press spots (including my press release and coverage from TV, radio, magazine, and newspapers), and more. I’ve got links to my blog and my online photography galleries where you can view and purchase every single print from the book. I also offer a free newsletter that features a different destination each week! Readers can email me with questions – I get plenty of questions that range from asking about a specific place to how I got published.

Wednesday, July 6, 2011

Articles Writing and Keyword Density

Articles have been known to be the driving force in driving traffic to a website. Articles are a factor in giving site high rankings in search result pages. The higher a site ranks the bigger slice of the traffic flow pie he gets. With a huge number in traffic flow, there are more profits and more potential for other income generating schemes as well.

But, it is not just about stuffing your site with articles; they have certain requirements as well. These requirements must be met to obtain the maximum benefits an article will provide for your site.

Here are some tips to help you and assist you in making your articles. Below you will read about four things all articles must have to make it successful and helpful in making your site a profit earning and traffic overflowing site.

An article must always be centered on the keywords and keyword phrases. As each website visitor goes to a site, there are those who are just merely browsing but actually looking for a specific something. When this happens, a searcher usually goes to a search engine and types in the keywords they are looking for (e.g. Toyota Camry, Meningitis, Tax Lawyer and Etcetera). It could be anything they want.

The Important thing is that you have an article that has the keywords that are related to your site. For example, if you maintain an auto parts site, you must be able t have articles about cars and their parts. There are many tools in the Internet that provides service in helping a webmaster out in determining what keywords and keyword phrases are mostly sought out.

Keyword density is an indicator of the number of times the selected keyword appears in the article. But mind you, keywords shouldn’t be over used, but should be just sufficient enough to appear at important places.

If you repeat your keywords with every other word on every line, then your articles will probably be rejected as an artificial articles or spam articles.

Keyword density is always expressed as a percentage of the total word content on a given article.

Suppose you have 100 words on your article (not including HMTL code used for writing the article), and you use a certain keyword for five times in the content. The keyword density on that page is got by simply dividing the total number of keywords, by the total number of words that appear on your article. So here it is 5 divided by 100 = .05. Because keyword density is a percentage of the total word count on the page, multiply the above by 100, that is 0.05 x 100 = 5%

The accepted standard for a keyword density is between 3% and 5%, to get recognized by the search engines and you should never exceed it.

Remember, that this rule applies to every page on your articles. It also applies to not just to one keyword but also a set of keywords that relates to a different product or service. The keyword density should always be between 3% and 5%.

Simple steps to check the density:
• Copy and paste the content from an individual article into a word-processing software program like Word or Word Perfect.
• Go to the ‘Edit’ menu and click ‘Select All’. Now go to the ‘Tools’ menu and select ‘Word Count’. Write down the total number of words in the page.
• Now select the ‘Find’ function on the ‘Edit’ menu. Go to the ‘Replace’ tab and type in the keyword you want to find. ‘Replace’ that word with the same word, so you don’t change the text.
• When you complete the replace function, the system will provide a count of the words you replaced. That gives the number of times you have used the keyword in that page.
• Using the total word count for the page and the total number of keywords you can now calculate the keyword density.


Tuesday, July 5, 2011

Articles SEO

Need content for your website well then look no further, Articles are here and the way to go. Articles provide many different things, daily content for your site, a way to voice your opinion or the opinion of others, the biggest thing is traffic to your site, and then however comes returning visitors and visits provided by other links. All of these things are a part of Articles and how you can use them to provide a great and informative way to bring people to your site.

The Pros
The biggest pro of Articles has already been mention, traffic, returning traffic to be more specific. No website can survive without people making there way to it, and returning for more. Also lets not forget the Search Engines, AOL, Google, and Yahoo, in alphabetical or and only providing the names of just a few. These Search Engines use keywords to direct viewers to different websites. Just like Articles is the keyword for this particular article, Keywords are how the search engines recognize what you are looking for. Say you wanted games you would then type in the word games and wow look at all the hits you get.

The Cons
There are a few problems with Articles. One thing they are a person’s point of view, if the person writing the article is not happy with the Keyword then the article could be damaging to the original site, product, or person. Another con to Articles is the fact they change constantly moving from one subject to another and can make finding the right one difficult.

Summary
When writing your Article be sure you do not copy someone else's work, not only is this illegal but also wrong. Make sure you give the original provider of the article their credit and the source link is working properly, not to mention telling them you are using their work. Following these simple guidelines can keep you out of trouble and possibly create a working relationship with the person you got your information from for a long time to come.

To bring all of this to a close you have to consider what you have read today, heard from someone else, or found on your own before, Articles if used properly can bring visitors to your website and keep them returning for more.


Monday, July 4, 2011

Articles For Free Reprint, How Can They Help?

When you offer articles for free reprint, you are allowing the person or persons to use the article in emails, websites, and other various forms of publications. The stipulation is of course that they keep your name the author, where the article originated from and follow where you allow the article to be used. Articles for Free Reprint can help small businesses whether on line, on paper, or in person free information to help keep their business motivated, client's returning, and your business in the Search Engines.

The Pros

There are quite a few Pros to offering Articles for Free Reprint, one being the coverage and exposure for both your website and Articles. Another benefit is the fact that you can find articles on just about anything out there, from writing articles, to web hosting, website design, and many more. Something else to consider is the fact that if you cannot write or do not then I am sure if you look hard enough you will find the article, you are looking for. I could go on about the pros but with every good thought, you have about free, articles, reprint you are covering the Pros of this great method of advertising.

The Cons

There are a few cons when it comes to articles for free reprint, one you have to make sure the entire article is what you are looking for and not just the title. Another is repetitiveness, with so many articles out there and covering all types of subjects, you want your articles to be fresh and not a duplicate of something else.

Summary

How can you summarize something as large as Free Articles for Reprint, I guess to start i should mention that offering free articles for reprint means at no point and time are you allowed to ask for compensation for you work. You are however setting your work up for more exposure, free exposure at that. Another benefit is you can showcase yourself and your work as being both professional and if you do your job right accurate. The professionalism is important it shows you can do the job to their specifications and do it right, the accuracy is equally important if not more so, because then people know you do not do gossip and speculations, but actually write the truth. These two things can make or break you, so be careful, honest, and patient when looking for that next Articles free Reprint.


Sunday, July 3, 2011

Articles And SEO

The terminology buzz these days seems to be filled with quite a lot of stuff that keep up with the pace of development over the internet. Articles and SEO are the latest in the line to be talked about in the same breath as that of search engines and the like. SEO stands for Search Engine Optimization and it is the mantra in web design. Articles and SEO rank top priority in that order when designing a webpage. The website ranking in search engine results is manipulated using different keyword strategies leading to a placement in the top 50 every time and thus ensuring a high volume of traffic to the website that shows up in the form of revenue for them.

The effectiveness of the search engines are known to be evolving everyday as the search engines are coming up with new algorithms and improvements to weed out the strategies implemented by the various website owners in other to manipulate the search engines to get more traffic for their websites. Articles and SEO is the first thing that comes into picture when we talk about driving up the traffic. Articles and SEO are manipulated to include keywords and articles related to them so that the use is always directed to the website every time that he is looking for something else. It does not interest the user and the user moves on, but that hit brings home the supper for the website owners.

To understand the traffic driven concept that is leaning towards the depending on the quality of the articles and SEO are explained here. For example in a search generated by the user, your page or product ranks in 500 instead of the top 50. The chances of your website being found by the prospective customer are very remote. This translates to a slump in sales if the number of users in the same situation is multiplied everyday. Therefore, the articles and SEO are breathing life into the revenue generating capabilities of the website and also the product online.

An optimized website is the best way to increase sales. The first thing is starting with the top, metatags are to be filled in even before the title or anything else for that matter appears on the screen. The keywords are wisely chosen keeping in mind the hapless user when he is frustrated looking for something and just types in a question on the browser search window. Sprinkle this keyword all along the written lines of the text carefully and that is all there is to a SEO. This will ensure that your website ranks in the top for search results as given in the keywords.

Saturday, July 2, 2011

Article Writing Tips For Profit

Writing articles is a very effective way to get one way links to your site as well as to have people learn more about your website or service. However, there are ways to do this that can make you more successful versus have your articles be overlooked and not considered.

Shane Pearce has written the Lazy Man's Guide to Article Writing which outlines some helpful tips. I was first impressed with his tip that when you submit your article to an ezine publisher or a webmaster, that you can offer him to use his own affiliate link in place of your own. For instance, if you have written an article on motivation and have a link to a clickbank ebook on motivation and goals, you can offer the publisher that he use his own affiliate id instead of yours. What this means is that the ezine or website publisher will be getting a free article already written with a link that may give him some monetary income. You still would have your own information in your resource box at the end, so people can click to your website as well. Think about what the website publisher you write to will get out of the exchange and find a way to make his or her life easier.

Other tips he gives are to read frequently asked questions to find out what people want to know about in terms of popular topics. Shane discusses how to make a viral ebook based on a faq niche that can be passed around. If there are frequently asked questions on a topic that is a sign that the topic has an interest as well as the fact there may be an interest in some guide or tutorial.

Also I like the sample autoresponder examples he uses as well as different ideas for a signature file at the end of one's article. I think he is very good at showing how to integrate a couple of affiliate links without being pushy. He recommends sending people to opt-in to a mailing list as part of your signature file.

Another section I found useful discusses how to create checklists and use them both for your website and in articles that lead back to your website. People like checklists. Shane discusses how to use these. They also help break through writer's block or paralysis because you can have a list of steps .

There are ideas given about utilizing both 2-tier affiliate programs and residual income programs that will help you keep you earning as your articles circulate around the net. Shane gives some interesting suggestions on types of sites that work for this.

I also like that Shane gives an example of a flop he did of an unsuccessful attempt at marketing. He analzyes it and compares it to something someone else wrote he feels was better expressed. It is a very interesting study covering various ways to get your articles noticed and published. I publish articles regularly but learned some valuable tips from this ebook.


Friday, July 1, 2011

Article Writing - Key Phrase Optimization

Ok, I have to review a lot of articles that are submitted to my article directories and those that writers send me as samples of their work. Those applying for a job as a writer want to impress me with their ability to optimize the sample article I give them for the key phrase I assign.

In doing so they send me a sample where every sentence begins with the key phrase. Or one sentence ends with the key phrase and the next sentence begins with the same key phrase.

There are a lot of webmasters buying this type of content on the web. They think that the number of times the key phrase is in the article is way more important than the actual content and the article’s readability.

Because these webmasters BELIEVE they know about SEO and article marketing, they request this keyword density as if it is the most important thing.

Then writers that are new to the web and who want to please their customers do as they have been asked to do. After all the customer is paying for it. So give them what they want right?

Wrong. I may be a total pain in the butt, but my clients know that when they request something and I don’t agree with it because I know it won’t help them, I speak up and let them know how they could benefit more by doing it a different way.

Being a yes-man is not what these clients need. They need someone who spends time to learn what does or does not work and who will advise them on the best approach to SEO or article marketing.

Write the article for the reader first and SEO second. you will find that you will naturally include that key phrase where it is appropriate to do so. Read it over after you finish and see if there is a spot or two where you could have added the key phrase without the article being spammy to the reader.
It can be done. Our writers do it all the time for our clients. You can too.