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Wrote textbooks to position myself as an expert in my field
Challenge: I tutor writing in the Kansas City area, and I face strong competition from:
- Several large tutoring chains with large advertising budgets and high visibility
- Other individual tutors with lower rates
Solution: I needed to position myself as the expert in my field to command a higher fee. Step one was creating a central website, blog, writing tips emails, YouTube, and social media content. Step two included self-publishing a line of educational resources for writers and writing teachers.
I wrote (and designed and illustrated) two books in 2016 (while working three other jobs). I give each new tutoring client my first book as a free gift during our free consultation, even if they don’t end up hiring me.
I have a number of other book projects currently underway, including several eBooks.
Wrote content for homeschool textbook
Challenge: McRuffy Press LLC experienced sudden growth in its business, which meant more time spent on production, less time for creating new products.
Solution: I met with the owner to discover what some of the major blocks were for creating the next textbook. He told me writing spelling sentences took a lot of time. That week I knocked out spelling sentences tailored to the Common Core standards. The sentences had to help students learn their spelling words, but they also had to be engaging.
I just finished an eBook lead magnet called “6 six-sided dice writing games for teachers”. I have used this PDF as a giveaway to generate subscriptions to my eNewsletter.
Problem: I was working at a writing center (The Center for Writing and Thinking, or CWT) at College of the Ozarks. Most writing centers experience the same problem: confusion about what the center is for and who it helps. Students, teachers, and even administrators often think that the center is only for bad writers or that they just proofread papers.
Solution: Between 2006 and 2009 I spearheaded a team of writers to create content (we didn’t have a blog back then, just a school newspaper) to create fun, engaging, and educational content that would get college students, teachers, and administrators to understand what we do and how we can help writers of all levels.
The following are some sample articles from this campaign:
- April Fools Ad (Note: The Writing Center is a free service to students, but is presented here as a paid service for humor. Audience would understand the jokes.)
- Passive Voice
- Preposition Myths
View PDF: Cold call follow-up email
Catalog mailing cover letter
Problem: McRuffy Press LLC, a small educational publishing company, experienced a catalog mailing request backlog when they were in the middle of updating their product lines. They had also just experienced a spike in business that resulted in less time available to update products.
Solution: I wrote this cover letter to help explain the delay in processing time, as well as get prospects excited about the new changes at McRuffy Press. Writing this cover letter took pressure off the owner so he could focus on fulfilling orders for his customers.
Info packet cover letter from cold calling campaign
Problem: Due to a spike in business, McRuffy Press, LLC, a small educational publishing company, had little time to market itself to a growing group of prospects on the west coast: charter schools.
Solution: I created a marketing campaign for McRuffy Press, so the owner could focus on fulfilling orders. I wrote a cold-calling script with a soft sell closing, asking the prospect if we could mail them samples. I then put together sample packets of top-selling products along with the following follow up letter:
Note: If I could go back and do this project again, I would create a lead magnet directed at charter school decision makers. I would then alter the focus of this follow up letter to focus more on the prospect than McRuffy Press, calling them to sign up for McRuffy Press’s newsletter in order to get the lead magnet.
DVD Jacket Copy