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Dana Sitar, The Headline Expert

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We wanted to get to know Dana Sitar (NAIWE’s Headline Expert) better, so last month we sat down with her. Here is what she shared with us.

 

What has been your most effective headline, and what platform was it for?

I don’t have data to say for sure, but this example comes to mind right away: In 2014, I wrote an article for HuffPost titled “Your Toddler Might Be Gay,” which got a ton of a attention. The biggest factor, likely, was that both LGBTQ issues and children are subjects on their own that elicit a ton of emotion in people. The headline includes hooks that are valuable regardless of the topic, though: “Your” speaks directly to the reader and suggests something “might be” something which creates curiosity that makes them want to learn more. The article is about the danger of treating straight identities as the default, but I don’t give that away in the headline.

 

How often are headlines changed?

This depends on the publication, the content, and the publication’s goals. When I’ve written for sites that rely heavily on advertising to attract traffic, we frequently tested and changed out headlines to give an article new life without rewriting. On sites that rely on search traffic, headlines were often more stagnant.

 

How do you add personality to a headline?

Writing the headline as a statement (“Do These 6 Things Every Morning If You Want to Make More Money”) is a good place to start, because it mimics how we speak. Think about who your audience is—what are they like, where do they come from, and what do they know?—and who you are in relation to them—an expert, a teacher, a peer, an entertainer, for example. Write headlines as if you’re speaking to the audience from that position.

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A single headline is not sufficient for most content in digital publishing. Readers access your content in a variety of contexts, and the headline that’s effective in one context is often less effective in another. This training shows you how to craft headlines that catch readers’ attention across platforms, including websites, social media, email and search.

You can join in this conversation on August 27, at 4 pm eastern, when NAIWE will host a discussion on writing headlines for a variety of platforms. The cost for NAIWE members is only $10! Non-members can join for $30. Register today!

Kristen Fischer, The Journalism Expert

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We wanted to get to know Kristen Fischer (NAIWE’s Journalism Expert) better, so last month we sat down with her. Here is what she shared with us.

 

What defines a source?

A source is a person with the credentials applicable to lend credibility to a story.

 

What are ways to verify a source?

My favorite way is to Google the source’s name. Also, visit the institution they are currently at to ensure that they are, in fact, employed there.

 

What are some of the credentials to look for in a source?

If you’re writing a story about cancer, you’d probably want to talk to an oncologist if you need a professional source. There are certain credentials you may want for different topics; for that cancer article, the oncologist should be an M.D., for example. You may also want to see if that source authored research or wrote a book on the topic. If they are a member of a related trade association, that looks good as well. You just want someone currently working in a related role or someone retired who was highly regarded in the field.

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Want to know how to quickly find reputable sources? We’ll go through tips and tricks from journalists to find the right sources for stories–in a pinch. This will include experts for quotes, as well as written research for articles.

You can join in this conversation on July 20, at 4 pm eastern, when NAIWE will host a discussion on finding sources. The cost for NAIWE members is only $10! Non-members can join for $30. Register today!

Mark Allen, The AP Stylebook Expert

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We wanted to get to know Mark Allen (NAIWE’s AP Stylebook Expert) better, so last month we sat down with him. Here is what he shared with us.

 

Does this edition have more changes than in past editions?

There are fewer changes this time around and not as many big changes as we’ve had in the past. The AP Stylebook editors want their usage advice to reflect what’s going on in the world, and sometimes that means changing long-standing quirks to reflect reality. Changing the way things have always been done is what causes an uproar each year on social media, as with accepting “over” for numerical differences in 2018.

For 2020, there are many significant changes that didn’t cause a stir on Twitter. Some of the changes come in the area of conscious language and dehumanizing terms: gender neutrality, older adults, sexual harassment and sexual misconduct, disabilities and addiction, homelessness. I count 83 new entries and 69 updated entries for this edition.

 

Did the COVID-19 pandemic play any part in what was changed?

The thing AP Stylebook does better than other reference sources is keep up with the news of the day. The coronaviruses entry was added online on February 3 and expanded to 368 words for the print edition. The Stylebook has had usage advice on pandemic since 2007, and the editors saw no need to update it.

 

What change were you most surprised to see?

The most surprising change was not a new entry but a business decision to publish the book in physical form every two years instead of every year. That was surprising because physical books still tend to make more money than online subscriptions, but there are many reasons that the online edition is superior. Some other surprises came in updates to entries that had only recently being updated, proving if nothing else that the editors of the AP Stylebook are listening to feedback.

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Changes are plentiful if not dramatic in this year’s Associated Press Stylebook, published in May. The growing reference tome offers advice on gender-neutral language and language dealing with sexual assault. It cautions against the “senior citizen” label. And it says “mistress” is not a very useful term. AP Stylebook Expert Mark Allen will run down all the updates in the new edition and talk about moves away from the paper book and toward doing more online.

You can join in this conversation on June 29, at 7 pm eastern, when NAIWE will host a discussion on the 2020 updates of the AP Stylebook. The cost for NAIWE members is only $10! Non-members can join for $30. Register today!

MJ Courchesne, The Copyright & Permissions Expert

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We wanted to get to know MJ Courchesne (NAIWE’s Copyright & Permissions Expert) better, so last month we sat down with her. Here is what she shared with us.

 

In what situations must permission be obtained?

If you do not own the copyright to a piece of intellectual property (whether text, photos, or art), in many cases you should obtain permission prior to incorporating it into your work. Although there are exceptions, it’s important to understand when you should seek permission.

 

Is there standard language or a template of a permission letter?

There are certain items that should be in every permission request including but not limited to the name of your publication, when it’s publishing, what format(s) your work will be published in, as well as language(s) and territory (territories) it will publish in.

 

In the writing industry, besides publishers, who else requires permissions?

Anyone wishing to re-use intellectual property that is not their original creation should consider whether they need permission before re-using, adapting, or putting the original IP into a new format.

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Learn the ins and outs of what publishers require when they ask you to “clear” permission for third-party materials you are incorporating into your work. What things do you need to have in a permission agreement, and how do you go about getting permission anyway? How long will this process take?

You can join in this conversation on May 27, at 3 pm eastern, when NAIWE will host a discussion on handling permissions. The cost for NAIWE members is only $10! Non-members can join for $30. Register today!

Ruth Thaler-Carter, The Networking Expert

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We wanted to get to know Ruth Thaler-Carter (NAIWE’s Networking Expert) better, so last month we sat down with her. Here is what she shared with us.

 

A common misconception of networking is to talk up ourselves, but this is not how it works. Instead, would you suggest take a 180 degree turn and spend your time learning about other people and their services?

Absolutely. Networking is a two-way process, and it starts with the other person. You want to be seen as someone who knows how to listen and learn from colleagues, and then as someone who can offer advice, resources, and other aspects of helping each other do our work better.

 

What are two synonyms you have for the word networking?

Interacting, two-way process

 

With social distancing in effect and other restrictions in place due to the COVID 19 pandemic, what changes will we see in the networking world?

Networking is likely to become more and more virtual, with meetings—both two-person and large-group—being held electronically, whether through something like Zoom or Skype (where you can see each other) or by teleconference. Some organizations won’t be able to hold large events such as annual conferences and might break those events into smaller pieces and offer sessions as webinars. Some organizations are going to lose a lot of money because of having to cancel their annual conferences, so networking will be more valuable but harder to do on a large-scale basis.

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Networking is more than a common buzzword; it’s an important key to success as an independent writer or editor. Learn about the best ways to make networking an effective, functional element of your independent business, as well as what not to do.

You can join in this conversation on April 23, at 7 pm eastern, when NAIWE will host a discussion on effective networking. The cost for NAIWE members is only $10! Non-members can join for $30. Register today!

Kajli Prince, The Tax Expert

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We wanted to get to know Kajli Prince (NAIWE’s Tax Expert) better, so last month we sat down with him. Here is what he shared with us.

For those of us who are putting funds in traditional or Roth IRAs to fund our retirement, the ages 50, 55, 59 1/2, and 72 may have implications for our taxes. Please explain the implications as they relate to taxes for freelancers.

There are really only three relevant ages, with respect to individual retirement accounts, i.e., traditional and Roth IRAs: 50, 59 1/2, and 72. Further, these ages are relevant as pertains to contributions (limits) and distributions.

Individual Retirement Account

Contributions (for 2019 and 2020)

Under age 50 = $6,000

Age 50 and older = $6,000.00 + $1,000.00 catch-up

Note: For a SEP IRA (for self-employed persons) = 20% of net self-employment (SE) income after one-half SE tax deduction, up to $57,00.00. So basically, 20% of the same number the qualified business income deduction is calculated from.

 

Distributions (for 2019 and 2020)

Under age 59 1/2, distributions (withdrawals) are subject to an additional 10% tax. And if you participate in traditional IRA (not a Roth) and are 70 1/2 years old in 2019 you must take your first required minimum distribution (RMD) by April 1, 2020. If you reach age 70 1/2 in 2020 or later you must take your first RMD by April 1 of the year after you reach 72.

 

There is no particular significance to age 55. Although, it is a good age to consider your current tax rate and the type of IRA you are making contributions to.

 

For self-employed individuals, what is considered proof of income for tax purposes?

Documentation as proof of income can be very broad for self-employed individuals. For example, you can record the fact that you paid for goods or services on a napkin while doing a business transaction in a bar. At the end of the day, you just have to be able to show documentation for whatever income and expenses you are reporting on your tax return.

 

When preparing tax returns for freelancers, what deductions have you seen are the most overlooked?

I would say the home-office deduction. But I think a close second would be retirement tax shelters and credits. I will go into more detail during the webinar, and for now I will say self-employed individuals definitely benefit from some pretty sweet perks.

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For those of you who are putting funds in traditional or Roth IRAs to fund your retirement, the ages 50, 55, 59 1/2, and 72 have implications for your taxes. There are limitations when it comes to IRAs whether it is a Traditional or a Roth. The various limitations have to do with income, whether or not you participate in your employer’s retirement account, your filing status, and your age.

You can join in this conversation on March 27, at 7 pm eastern, when NAIWE will host a discussion on identifying and managing difficult freelance clients. The cost for NAIWE members is only $10! Non-members can join for $30. Register today!

Kajli Prince, The Tax Expert

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We wanted to get to know Kajli Prince (NAIWE’s Tax Expert) better, so last month we sat down with him. Here is what he shared with us.

What do you feel is one of the most beneficial pieces of tax advice you have given? Why?

Have multiple streams of income. Often, having one stream of income is not sufficient to meet both current and future financial needs. Future needs include retirement, i.e., how much you think you may need to retire and how you plan on getting to that number.

 

Are marketing expenses deductible?

Yes. Generally speaking, the government allows freelancers to deduct marketing expenses that help bring in new customers and keep existing clientele.

 

Is there a checklist to help freelancers avoid overlooking tax credits?

Yes, there are checklists. However, I find that the best guide to use is a Schedule C (Form 1040). Part II of the Schedule C lists the expenses that a self-employed individual (freelancer, etc.) typically claims.

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It’s tax time! Are you ready? Learn about relevant credits and deductions that apply to independent writers and freelance editors, with a focus on the new deduction: Qualified Business Income Deduction. It is a new provision from the most recent changes in the tax law (Tax Cuts and Jobs Act) that allows small business owners to deduct up to 20% of their qualified business expenses.

You can join in this conversation on February 27, at 7 pm eastern, when NAIWE will host a discussion on identifying and managing difficult freelance clients. The cost for NAIWE members is only $10! Non-members can join for $30. Register today!

Jake Poinier, The Freelance Expert

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We wanted to get to know Jake Poinier (NAIWE’s Freelance Expert) better, so last month we sat down with him. Here is what he shared with us.

 

Can you share some ways to market to potential clients of the caliber that you would like to work with?

My biggest and best resource is referrals, which is obviously a long-term play rather than a quick fix. Even so, you can definitely plant the seeds in clients’ heads that you welcome introductions to their peers who might benefit from your services. Research shows that most people have to be asked; it’s not automatic. Second, and related to referrals, is networking with local businesses. I’m part of a group of business owners that meets once a month and it’s been a great source for projects over the years, since I’m the only writer/editor. Third, cold-calling gets a bad rap, but I’m a fan of simply contacting local businesses that I know could use my services, such as graphic designers/web designers.

 

How important is it to have a website?

Incredibly important! The most marketing/advertising money I’ve spent over the years has been on my websites. For my biz, it’s not as much about attracting out-of-the-blue clients from web searches as it is presenting a professional image for people who’ve been referred. It’s also a convenient way to display a portfolio of work, rather than sending a bunch of links or files to someone. Big picture: I believe writers often make the mistake of thinking that our words alone will be enough to persuade people, but I have always spent the money on graphic designers to make my sites visually appealing and functional–and it’s been worth every penny.

 

Does it help to be a member of an association?

I definitely think being the member of a few associations lends credibility with prospective clients. More important, though, is what you do with that membership. Are you speaking at conferences, presenting webinars, writing blogs, volunteering, etc.? When you can mention those types of activities in casual conversation, it will make you stand out far more as an expert in your field.

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You don’t have to be a freelancer for long before you learn that not every client is what they first seem, and not every project goes according to plan. In this webinar, Jake Poinier outlines a real-world approach to screening prospects as well as bringing challenging clients back into line. Topics include

  • Red flags to watch for
  • Questions to distinguish tire-kickers from serious prospects
  • Why contracts, deposits, and budgets aren’t just about the money
  • How to decide when it’s time to part ways and professional ways to do it.

You can join in this conversation on February 18, at 7 pm eastern, when NAIWE will host a discussion on identifying and managing difficult freelance clients. The cost for NAIWE members is only $10! Non-members can join for $30. Register today!

Greg Smith, The Agile Writing Expert

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We wanted to get to know Greg Smith (NAIWE’s Agile Writing Expert) better, so last month we sat down with him. Here is what he shared with us.

 

Do you offer any marketing ploys unique to a story line with a villain?

Creating a unique villain, one that is compelling, will make your novel more interesting–perhaps even more-so than creating an interesting hero. You see, your hero can only be as strong as your villain. If you have a weak villain, he is easy to defeat–and so your hero doesn’t have much to fight against. But create a strong villain–one that is even stronger than your hero–then the villain’s defeat is even more powerful.

 

Can you suggest some advertising websites that cater to a villain in the story line?

One great website–not just for villains–but for anything having to do with stories is TV Tropes. You’ll find a vast encyclopedia dedicated to all the tropes, symbols, devices, and stereotypes used in fiction. Also, check out BookBub to create an instant media presence for your book. It’s advertised as a site for readers, but they will advertise your book to thousands of readers on their list as well.

 

Belonging to an association is key for all freelancers. What associations do you recommend and why?

Of course, NAIWE is a great start. The Independent Book Publishers Association is a super organization for self-published authors. And if you haven’t already, check out Publisher’s Weekly. Get on their mailing list to keep abreast of everything going on in the publishing industry. I was one of the first in my circle to know of a Barnes & Nobles sale and alerted all my followers to the demise of the Romance Writers of America, thanks to Publisher’s Weekly.

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You’ve probably heard of Joseph Campbell’s “Hero’s Journey.” This is the time-worn pattern of stories that dates to antiquity. But as every story must have a hero (or protagonist), there must also be a villain (or antagonist). In this hour-long webinar, Greg Smith will review the Hero’s Journey, then lay out the Villain’s Journey—its similarities and differences. Greg will describe why you need an oppositional character (who is not always villainous) and how a villain becomes a villain. Greg will also describe the pitfalls of creating the “pure evil” villain and how to avoid a weak villain. Tune in and learn how to craft “The Villain’s Journey.”

You can join in this conversation on January 23, at 8 pm eastern, when NAIWE will host a discussion on the importance of a strong villain.

The cost for NAIWE members is only $10! Non-members can join for $30. To register for this webinar, send an email with your name and telephone number and an invoice will be sent to you for the amount owed.

MJ Courchesne, NAIWE’s Copyright & Permissions Expert

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We wanted to get to know MJ Courchesne (NAIWE’s Copyright & Permissions Expert) better, so last month we sat down with her. Here are some thoughts she shared with us.

 

What aspects of publishing can be turned into avenues for marketing?

Whenever you execute a license of your material to a third party by way of an excerpt, new edition (think audio), permission, or other adaptation, you can think of that as a sort of “ad” for your book and your publishing brand (you as an author or you as a publisher). Essentially, any new venue that you can reach beyond traditional sales is a good opportunity to call back to the original publication and generate more sales or at the least awareness of your product. Of course, you need to ensure that the license includes an appropriate credit line, thumbnail of your cover, or other callback to your original work so that people can read more!

 

Can protecting your intellectual property with a copyright be an advantage when it comes to advertising it?

Copyright vests with the creator from the moment of creation, but registering your copyright with the U.S. Copyright Office is a useful (and recommended) way to protect your intellectual property from possible infringement that may occur online or in other venues. Although I’d still say it’s rare for someone to be infringed from an advertisement of their work, it’s good to have that protection in place. Registration is certainly not a requirement, but I usually recommend my clients take that extra step for the peace of mind it offers, especially once that title is out there in the world.

 

You belong to several associations. Do you find that being a member of associations leads to more advertising opportunities? 

Membership in professional organizations and associations certainly helps me to network and find those people who might need my services, so I always look forward to joining associations where I might be of use to their members. Education is a big part of my business, and so webinars, talks, and simple networking are useful in educating authors and publishers about issues surrounding copyright and permissions. It’s all about finding people when they need you.

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As a writer, you know the value in your work, and have a keen interest in protecting it. You also may know that your work is copyrighted to you as soon as you put thoughts into a fixed medium, so why should you bother registering your copyright with the US Copyright Office? Using case studies and scenarios, this webinar will review the basics of copyright law in the US, why you should register your work, how to go about registration, and some common misconceptions of copyright, permissions, and fair use.

You can join in this conversation on December 16, at 3 pm eastern, when NAIWE will host a discussion on copyright and your works.

The cost for NAIWE members is only $10! Non-members can join for $30. To register, send an email with your name and telephone number.

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