The Society of Professional Consultants

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SPC Blog

The purpose of this blog is to provide information to help consultants and solo professionals. Please contact us if you're an active SPC member willing to provide content for our blog. 

  • Tuesday, March 05, 2024 10:22 AM | Laura Burford

    You pick-up the phone and hear…

    ​“I was referred to you. I understand you are the expert, the Go-To-Person. I believe you might be able to help me.”

    ​As you listen your face lights up. You get off the phone. You are ecstatic. The person who called understood your focus, that one thing for which are known and the person who referred you understood your expertise. That is GREAT!

    ​Has this ever happened to you?

    ​*****

    I love it when a client calls to say it has happened to them. I can hear the joy in their voice and their face is glowing. They talk about how easy the conversation was and how the next steps include a discussion about a consulting opportunity.

    The first step to becoming a successful “go to” consultant is having clarity as to your WHAT, for want you want to be known, and WHY, the reason for doing what you do.

    Determining your focus requires self-reflecting, assessing, and evaluating you in three areas:

    • Understanding who you are and what matters to you.
    • Leveraging your experience, expertise, and strengthens.
    • Determining what a client needs, desires, and open to paying for assistance.

    Determining your FOCUS, your What and Why, is a balancing act.

    *****

    But before I discuss each in more detail, let me clarify what I mean by FOCUS.

    Focus is your consulting business’ FOUNDATION.

    Think about the foundation as the base of a house. Getting the foundation right occurs before a builder can add the frame, roof, and windows. If the foundation is not properly set, the overall structure is weakened.

    The same holds true when establishing a consultancy. You want ensure the foundation, your focus, is solid because it impacts just about every major decision you make within your business starting with how you define and find an ideal client to engaging with and building long-term client relationships. Clarity as to your focus helps you find people who want to work with you and for whom you want to serve.

    Get you focus right and you can soar. Get it wrong and it is very possible you will struggle or even fail.

    *****

    When I started my own business, my focus was too board. I was considered the Jack of all Trades, the Master of None. I heard comments such as you have a great business plan; with your experience and expertise you wouldn’t have any problems; and you might want to connect with a ___________ (fill in the blank).

    Looking back, I wish someone had pulled me aside and offered hard love questioning my focus because my focus was not that one thing that would make me soar.

    Overtime I narrowed my focus down to an area of information technology for which I knew people needed and wanted assistance. I knew they were willing to pay for help but there was one problem. It was not an area of information technology that I enjoyed.

    My internal compass was not aligned with the external need and no matter how hard I tried my heart wasn’t into it. There was no joy in running the business.

    It took me time to get my focus right. I wish I could say I was unique but I am not. Many consultants struggle with clarifying their focus.

    *****

    Below is an approach to help you clarify your FOCUS – your What and Why. It is the approach I discuss in the Consulting Mastery program. It is an approach that requires you to self-reflect, assess, and evaluate.

    Start by understanding who you are and what matters to you. This requires you to

    • assess who you are and want to be,
    • evaluate what matters to you and is important to you, and
    • determine the effect you want to leave on others

    You define who you are not only based on what you have done in the past professionally and personally but also based on what you want your life to look like in the future.

    You evaluate what you like as well as dislike to do. Ask yourself what lights up your face when you talk about it. People say to me that when I talk about helping people become successful consultants, my face lights up.

    You contemplate how you define success, success on your terms, not someone else’s. So often we define our success based on someone else’s definition.

    Understand You is all about you. This is “Your Zone.” It is where everything seems just right for you. Life feels and is comfortable.

    *****

    Next Build on You. This is not about reinventing who you are. Rather it is about building on what you have already done. Many of us have done things because we needed to do them or people expected us to fill certain roles. As you assess your experiences, expertise, and strengths, you may need to change your mindset.

    Start building on you by assessing your professional and personal experiences. Highlight what experiences brought you joy as well as those that you wish you never experienced.

    Evaluate your expertise. Has someone put you on a pedestal because of your expertise? If so, why? You might be surprised to learn that the place on the pedestal, is an area you have never considered.

    Finally, assess your strengths. You want to leverage your strengths and place your weaknesses on the sideline.

    Don’t be surprised if you experience an “aha” moment as you evaluate your experiences, expertise, and strengths. The first time I seriously evaluated them, I did.

    *****

    Finally, evaluate the Demand and Desire. It identifies what people are open and willing to pay to get your assistance. It is a merger of their need and want. The easiest way to illustrate this area is to describe a scenario which I’ve encountered several times and you may have as well.

    During a meeting, a person describes something that they would like or they want. They continue by saying they really need that something and provide a reason. However, the more you dive down and discuss that like, that want, and their need, you realize they are never going to be open to paying for any assistance. You might even realize they will never do anything. There is a need and a want, but no demand and desire to pay.

    *****

    The Small Sliver

    ​After assessing you, evaluating your experiences, expertise and strengths, and the demand and desire of people, combine your findings. Evaluate everything and look for areas of overlap and mergers. Keep evaluating until you find a point where all three intersect. This intersection is a small sliver of everything you have reflected on and evaluated.

    This point, this small sliver, is where you will find your FOCUS.

    *****​

    Key: You could end up with several “things” in that small sliver. If that is the case, and that is common, ask yourself what are you most interested in. Often what you are most interested in is the problem you want to solve or the problem you solved for you.

    If you follow this approach, can I guarantee that you will get your focus right the first time? No, I can’t. But I can guarantee you will be closer to determining a focus that you will enjoy, built on who you are, your experiences, expertise, and strengths, and it iwll be something for which people not only need assistance but for which they are will pay.

    What I can ensure is that by following this approach will move you closer to determining that one thing for which you become known as the expert or the "Go To" person.

    Sara Blakely said it well,

    “Differentiate yourself. Why are you different? What’s important about you? Why does the customer need you?”

    My question for you: Do you have clarity as to the one thing for which you want to be known?

    *****

    Laura Burford helps solo-consultants create sustainable consulting businesses. She is the founder of Laura’s Consulting Guide and the creator of the Consultant's Blueprint and Consulting Mastery program. Check out her YouTube channel and sign-up for Consulting Insights newsletter.   

  • Friday, March 01, 2024 7:05 AM | Erica Holthausen

    High-quality, original articles position you as an authoritative expert. They capture your readers' attention and add to critical conversations about today's world. But how do you know if an article is good enough to pitch to a high-visibility publication?

    I developed the CORD Framework™ to help my clients evaluate the editorial quality of their articles. Refer to this framework when you rewrite your article and again during the editing process, and share it with anyone who reviews your work before you submit it. As you review your article, evaluate each of the four elements of the CORD Framework.

    Is your article cogent?

    Writing is not about the ink; it’s about the think. And a big part of that think is determining the best way to present the information you are trying to convey to your audience. A cogent article appeals to the mind. It is clear, logical, and convincing.

    A cogent article presents a compelling case in support of a specific position or viewpoint. It starts by providing the reader with the context they need to be able to understand and apply the actionable insights presented. A cogent article makes it easy for the reader to understand the point you are making and to follow your argument. It is useful to the intended reader and gives them the tools they need to change their mindset, thinking, or behavior.

    Is your article original?

    High-visibility publications only publish original work, which means work not published elsewhere, including on your website or social media. But the fact that your article hasn’t been published elsewhere is insufficient to ensure it is worth publishing.

    Every idea has a lineage, so your article doesn’t have to present ideas that have never before been considered. (That would be a prohibitively high bar.) It does, however, need to demonstrate independent thinking.

    An original article presents a strong voice and a clear point of view. It builds upon your experience and positions you as an authoritative expert. It may go against the grain or point out where others in your field oversimplify or overcomplicate the matter.  

    Is your article researched?

    If you want your articles to build your authority, they must be based on more than mere conjecture. While it is not necessary to conduct an in-depth study, it is essential that the insights you present in your article be based on evidence and grounded in fact. To accomplish this, you might conduct desk research and cite other experts in your field or share anecdotal evidence related to your own experiences.

    Every project you tackle is an opportunity for you to conduct field research. It is an opportunity to observe the process you and your clients underwent to diagnose and treat the problem. It is an opportunity for you to deepen your learning so you can share that learning with a broader audience. 

    Is your article deep?

    A high-quality article adds to the conversation, not to the noise. It doesn’t skate along the surface of an issue but explores the nuances, offering insights not found elsewhere. Because articles are only about 1,000 words, each piece must explore a narrow issue to achieve any depth. That specificity, however, allows you to approach the issue from several angles, each serving as the foundation of another article.

    High-quality articles meet each of these criteria. This type of writing requires more effort and cannot be outsourced to generative AI. But that effort pays dividends. Writing and thinking through your ideas is tremendously valuable regardless of whether your work is published. When you publish your work, it not only helps you build your reputation as an authoritative expert but also creates an appreciating asset that you can reference and share repeatedly.

    * * *

    Erica Holthausen is the founder of Catchline Communications and a strategic thought partner to consultants who wish to build their authority and increase their visibility by publishing articles in industry trade journals and business magazines like Harvard Business Review, Inc., and Entrepreneur. To learn how to raise your profile, register for Pitched to Published, a free monthly Q+A focused on writing, pitching, and publishing articles.

  • Friday, February 23, 2024 12:48 PM | Vanessa Khan

    Transitioning to a new career may seem overwhelming, daunting, and even fear-inducing. Even as a solopreneur, pivoting our business offerings and embracing various opportunities to generate new streams of revenue through diverse industries can be challenging. It will take confidence, perseverance, and fearlessness to delve into new territory. However, if you are ready to take charge of your own career path, there is no time like the present! There are three main reasons for changing careers; opportunities that come to us, opportunities that we seek out, or changes imposed upon us. What do these scenarios have in common? You. You have the power to shape and control your career path and to construct what success means to you. If you are seeking a career change, here are 3 tips to get you started!

    A) Define What You Want

    In the age of information and social media, time is the new high-value commodity. When we think about the notion of time as a commodity, the reality is that many of us work at least 40 hours a week. Wouldn’t it be great if those 40 hours could be spent toward a career that you are passionate about? The pandemic presents an opportunity, if we allow ourselves to see it, to change careers and embrace a new path. This is a great opportunity to think about your dream career.

    Start by defining the role you want, and the key motivators for switching careers. Are you motivated by salary, innovation, culture, opportunities for career advancement? Do you enjoy working with a team or as an individual? Defining the descriptors of the role will help to identify the type of work that you are seeking. These elements will help build your criteria and career map for your search.

    B) Evaluate Your Skillset

    Once you have an idea of your ideal role, it’s time to evaluate your skillset. Analyze your career history and identify transferable skills that can be utilized toward the career you are seeking. Do you require additional education, or do you have enough practical experience (volunteer and career) to put your name forward? Unless you are seeking a specialized role, it’s unlikely that there will be a requirement for additional credentials. However, if you do require additional credentials, invest in yourself! Empower yourself to learn new skills and experiences that will allow you to bridge the gap to achieving your dream career. 

    C) Network

    Network! Network! Network! Be fearless when you are networking and ask for what you want. If you know the job you are seeking, then mention it to your existing network and other contacts that are recommended to you. People genuinely want to help, but they need to know what it is that you want.

    The value of networking has been proven time and time again. Consider networking as experience to hone your skills toward relationship management. Rekindle your existing network, and ask to speak to contacts who are in the field that you are interested in pursuing. There is a wealth of knowledge in shared experiences and perspectives, not to mention you will be laying the groundwork for joining the community in the job you seek.

    Finding a new career can be challenging. However, once you find one and build a life that you truly enjoy, it is an incredibly rewarding experience. If you are having trouble identifying what your ideal job is, there are resources that can help. Career coaches and mentors are wonderful soundboards to help identify, navigate, and structure your career goals. In today’s job market, ideal candidates possess strengths such as effective communication, relationship management, problem solving and analysis. Your dream career may be closer than you think!

    Vanessa Khan is Management Consultant with a focus on IT and a Business Advisor to small enterprises. She is passionate about creating and implementing strategic frameworks to solve complex problems. 

  • Thursday, February 01, 2024 10:02 AM | Erica Holthausen

    You’ve likely written countless blog posts, articles, newsletters, and social media posts to share your expertise. After a while, it can feel like you’ve said all you need to say. Staying energized and engaged in the process can be challenging when that happens.  

    I get that. 

    But if you stop now, you will lose the momentum you’ve built. So, how do you keep going when you feel like you’re running on empty?

    Repetition builds your reputation.

    No one is paying as much attention to your content as you. You feel like you’ve said it all before, but your audience doesn’t feel that way. Yes, you might have people in your orbit who have been around for a while, and they might even remember you saying something similar in the past. 

    But you are not the only person they follow. And they are not the only person you connect with through your writing. You constantly connect with new people on social media and gain subscribers to your email newsletter. These newcomers are just starting to dive into your work, so they need you to share the wisdom you shared before. 

    Repetition is what builds your reputation. If you stop sharing your core expertise and start sharing something novel and exciting to you, you risk confusing your audience. And when our audience is confused, they stop paying attention.  

    The people you serve need you to keep saying what you’ve been saying.

    Why?

    Because they know your message is important but aren’t sure how to take action on it yet, and they want your ongoing support. That’s why they follow you!

    Think about the folks you’ve followed for a while. Does it feel like they’re repeating themselves? Or does it feel like they are providing good, solid information with a handful of reminders and back-to-basics foundational information tossed in? 

    Your audience feels the same way. 

    Have you ever read a book or watched a movie and thought it was okay, then watched it again years later and thought it was fantastic? The book or movie didn’t change. You did. 

    As we grow and change, we receive the same message differently. Your job is to share your message and meet your audience — the newcomers and those who’ve been around for a while — right where they are.

    Finding new ways to talk about the same old idea.

    When I say repetition builds your reputation, I don’t mean that you should just share the same article again and again and again. That won’t serve you or your audience. Instead, I want you to share the same ideas in new ways. 
    Here are five tips to help you find new ways to talk about the same old ideas: 

    1. Collect and share illustrative examples. Think about the experiences you’ve had in your life. Which ones illustrate a point you make when working with your clients? These examples may come from a project you worked on, a speaking engagement, or a podcast interview. But they might also come from a visit to a museum, a book of poetry, or an art class. Each example you have (even if they illustrate the same point) can serve as the foundation of a new article. Different examples will resonate with different audience members.

    2. Segment your audience. Your audience is not a faceless mass of humanity. It is made up of individual humans with different life experiences, needs, and desires. Whether your audience includes people across the corporate hierarchy, from executives to managers to employees, across sectors, from business to nonprofit to government, or across skill levels, from experienced to novice, each segment needs something different from you. Write articles that speak directly to the needs of each segment so you can meet every member of your audience where they are.

    3. Consume business content with intention. Be an active consumer, whether reading a book or listening to a podcast. Look for statements that illicit a reaction. What is that reaction? Do you strongly agree or disagree? Is the statement oversimplifying something or overcomplicating it? What is the author or speaker missing? Write a piece responding to that content; don’t be afraid to dive into the nuances. That’s what sets you apart. 

    4. Revisit old material. Read blog posts, newsletters, and social media posts (paying particular attention to the comments). You grow and change, too, so this can be a rich resource for new articles. Read your work critically. Has your thinking evolved since you wrote that piece? Is there more you can share? Can you dive a little deeper into it? If so, write about it. 

    5. Take time to refill the tank. Read books and articles, listen to podcasts, watch movies, take a class, or visit an art museum. Allow inspiration to come from unexpected places.

    ​It may feel like you’re repeating yourself. But that’s because you know your stuff! You, my friend, are the expert. Your audience isn’t. Don’t make them work hard to learn from you. Keep sharing your wisdom!

    * * *

    Erica Holthausen is the founder of Catchline Communications and a strategic thought partner to consultants who wish to build their authority and increase their visibility by publishing articles in industry trade journals and business magazines like Harvard Business Review, Inc., and Entrepreneur. To learn how to raise your profile, register for Pitched to Published, a free monthly Q+A focused on writing, pitching, and publishing articles.

  • Wednesday, January 31, 2024 12:03 PM | Vanessa Khan

    In November 2020, I attended a virtual conference which featured Earvin “Magic” Johnson as a keynote speaker. Magic began his career as a pivotal force on the basketball court, playing for the Los Angeles Lakers. Upon his retirement from the sport, he traded his jersey for a suit and tie when he embraced becoming a businessman. Presently, Magic is a successful Entrepreneur & Philanthropist, and CEO of Magic Johnson Enterprises. How did he make the successful transition from the basketball court to the boardroom? Over his career, Magic built a professional and recognizable brand as a dedicated and passionate athlete whose influence is still felt on the game. After retiring, he took a risk and applied his recognizable brand to the business world by becoming an Entrepreneur. Here are 3 lessons that Entrepreneurs can learn from Magic Johnson.

    A) Mentorship & Coaching

    Earvin “Magic” Johnson’s multi-faceted career is exemplified by his two passions, basketball and business. Already a prominent force on the court, Magic pondered his career post basketball and accepted opportunities off the court to nurture and expand his knowledge in business leveraging career coaches and mentors. His determination and passion in entrepreneurialism has allowed him to build a successful company known as Magic Johnson Enterprises.

    The value of mentorship and career coaching has been a proven factor for entrepreneurs and corporate employees alike. Similar to a professional coach of a team, a career coach will push their clients to challenge themselves by expanding their comfort zone. Coaches understand the strengths and weaknesses, as well as the potential and value that their clients have to offer. They provide the necessary clarity and focus for their clients on how to achieve their goals. Most importantly, as we tend to be our worst critics, coaches are there to help us refocus and reiterate the power of our potential and presence when we fail.

    B) Understand Your Customer

    A key piece of advice that Magic Johnson shares is to understand your customer. It is this defining characteristic that helped him build an empire. Learning from his own experiences while growing up, he was able to find success by identifying gaps in markets. For example, watching movies was a favourite past time for him and his friends, however the neighbourhood where he grew up did not have a movie theatre. As the owner of Magic Johnson Enterprises, he opened the first movie theater in that community. Following this move, he opened multiple movie theaters in communities where none previously existed. This successful endeavour allowed his theaters to be acquired by AMC theatres.

    With the success of Magic Johnson Theatres, Magic applied a similar strategy of identifying underserved markets and partnered with Starbucks to open additional locations in communities that were previously overlooked. In understanding his customers and key demographic, he also contributed and changed the Starbucks menu to appeal to his customers.

    A successful business venture starts with identifying potential markets and understanding your customer. In meeting your customers’ needs, those same customers become your brand ambassadors.

    C) The Importance of Diversity in Strategy

    Diversity in opinion, experience, and perspectives are key factors of a strategy for any business to thrive. In demonstrating his philosophy of “understanding your customer”, Magic took a risk in opening theatres and partnering with Starbucks to open locations in market demographics that were previously overlooked. Magic challenged businesses to change their definitions of success and embrace a new business model by tapping into underserved communities. Ultimately, in forming partnerships with businesses he was able to provide a voice to communities that did not have one, and in turn allow companies an opportunity to gain market share in overlooked areas. Businesses need to evolve to thrive, and part of that evolution is welcoming fresh perspectives that challenge and disrupt the status quo.

    The success of Earvin “Magic” Johnson off the court has been a captivating journey. His strong brand recognition as a professional athlete is a defining characteristic that allows him to provide a voice for equity and inclusion for undervalued communities. With his powerful brand and strategic market savvy, he generated opportunities for investments into communities that were underserved. Another defining characteristic is his ability to take calculated risks. In partnering with businesses, Magic demonstrated success through risk taking and identifying new opportunities for market expansion that benefitted communities. Thank you, Magic, for challenging and disrupting the status quo.

    Vanessa Khan is Management Consultant with a focus on IT and a Business Advisor to small enterprises. She is passionate about creating and implementing strategic frameworks to solve complex problems. 

  • Tuesday, January 02, 2024 8:26 AM | Erica Holthausen

    None of us have enough time, so we’ve got to make the best use of the time we’ve got. If you want to make more time for your writing, you’ve got to be intentional — both with the time you set aside and how you use it.

    Writing abides by Parkinson’s Law. In a 1955 essay in The Economist, British naval historian Cyril Northcote Parkinson wrote: “It is a commonplace observation that work expands so as to fill the time available for its completion.” He wrote the essay as a criticism of the British Civil Service, but that first line resonated deeply with his audience and became the basis of several articles, a book, and a robust speaking career.

    Parkinson’s Law is well known to writers because we’ve all experienced it. That simple article you’re writing? Well, it will take up as much time as you allow. 

    That’s good news and bad news.

    The bad news is that if you set aside an entire day to write a 1,000-word article, it will take the entire day to write it. The good news is that if you only have an hour, you’ll get the piece written in an hour. So how can we use Parkinson’s Law to our advantage? 

    Five steps to developing a robust and sustainable writing practice.

    One of the best ways to take advantage of Parkinson’s Law is to start a writing practice. Developing a writing practice will get you used to writing quickly, imperfectly, and on a tight deadline. Your writing practice is a practice. It must become part of your routine to be effective. Sticking to your practice is the only way to make it part of your routine. Set yourself up to succeed by following these five steps:  


    1. Start small. If you don’t already have a writing practice, start with something easy — something that fits in with how you work best. Don’t start by promising to write at least an hour a day because you’ll get frustrated with yourself and quit. Instead, start with a 10-minute writing session every day or a 30-minute writing session once a week.

    2. Experiment to figure out your natural writing style. Some writers do best when they have big chunks of time set aside for writing. Others prefer short, intensive sprints scattered throughout their day. Others adopt a hybrid approach. Take the time to discover what works for you and build your writing practice around your writing style.

    3. Honor your schedule. What other responsibilities do you have to make time for? Which are most important? If your writing practice interferes with another commitment, you won’t stick to it. Build a practice that fits into your life, whether you’re writing first thing in the morning, late at night, or on your lunch break.

    4. Keep your commitment. Once you’ve scheduled your writing practice, stick to it. It’s much more important that you show up for yourself and your writing when you say you will than that you produce a certain number of pages. And if you feel a lot of resistance, know that it’s normal. Sit with the resistance and refuse to give up, even if that’s all you do that day.

    5. Forgive yourself when you miss a session. Even the most disciplined writers miss a writing practice. When that happens, forgive yourself and pick up where you left off. You don’t have to make up the missed practice — that can snowball out of control quickly and add unnecessary pressure to your writing practice. Just get back to work and remind yourself why you chose to do this. 

    Give yourself the time and space you need to make your writing practice a part of your routine. As you get comfortable with a short practice, you can build upon it and start adding structure and definition to each writing session.

    Make the most of the time you have.

    To make the most of the time you have available for your writing practice, embrace the shitty first draft. Not only will this make you a faster writer, but it will make you a better writer and a deeper thinker. 

    By writing your first draft as quickly as possible, you get all your ideas out on the page without interrupting yourself and stopping the flow of your thoughts. Once you capture your ideas on the page, you can refine and polish them until they are ready to be shared publicly.

    The key to establishing a writing practice is to be intentional and create a practice that fits your schedule and suits your writing style. The more you write, the easier it will be, and the more you will enjoy the process. 

    To get started, schedule some time on your calendar right now. Commit to writing a shitty first draft of an article, email, or LinkedIn post. And then keep that commitment to yourself and your writing.

    * * *

    Erica Holthausen is the founder of Catchline Communications and a strategic thought partner to consultants who wish to build their authority and increase their visibility by publishing articles in industry trade journals and business magazines like Harvard Business Review, Inc., and Entrepreneur. To learn how to raise your profile, register for Pitched to Published, a free monthly Q+A focused on writing, pitching, and publishing articles.

  • Friday, December 01, 2023 7:56 AM | Erica Holthausen

    If you read the introduction to this series on becoming a more effective self-editor, you know that writing and editing are two distinct processes. While many people edit as they write, you will be a better and faster writer if you separate these two processes. Similarly, editing has two phases. You must focus first on the developmental edit, which improves the structure and organization of a piece. Once the structure is sound, you can focus on the substantive edit. 

    Three steps to completing a substantive edit.

    The substantive edit is a line-by-line edit intended to make your writing clear and compelling. If your writing is confusing, complicated, or wordy, your reader will abandon it. To complete your substantive edit, follow these three steps:  

    1. Trim the fat. Look for opportunities to tighten up your writing. Read your article aloud. If you run out of breath, your sentence is too long. If you have to reread it because you're not sure what you were trying to say, you might be making that sentence work too hard. Try to eliminate 10% of the words on the page. Clear and concise writing is compelling. Writing bogged down with redundancies, multiple adjectives, weak verbs, and filler words is a slog to read. 

    2. Strengthen the language. Strive to be clear, not clever. Minimize jargon, eliminate clichés, and use hyperbole sparingly. Use the passive voice when you wish to emphasize the action or when the actor is unknown, irrelevant, or obvious. While the active voice (where the individual or entity taking action is the subject of the sentence) is often more direct and compelling, it can result in a tortured sentence structure. 

    3. Sweat the details. Start each item in a list with the same form or a verb, and ensure numbered lists are presented in the proper sequence. Read the article backward to catch spelling errors. Pay close attention to homonyms so you write right. 

    The more time you can allow to elapse between the writing phase, developmental edit, and substantive edit, the easier it will be for you to identify and correct your mistakes. Every writer relies on crutch words or phrases. These are particularly difficult to recognize when you're evaluating your own writing. 

    Self-editing is hard, but it is also a skill you can improve. Download and use The Substantive Edit Checklist the next time you need to edit your writing. The better you become at editing your work, the more compelling and authoritative your writing will be.


    * * *

    Erica Holthausen is the founder of Catchline Communications and a strategic thought partner to consultants who wish to build their authority and increase their visibility by publishing articles in industry trade journals and business magazines like Harvard Business Review, Inc., and Entrepreneur. To learn how to raise your profile, register for Pitched to Published, a free monthly Q+A focused on writing, pitching, and publishing articles.

  • Wednesday, November 01, 2023 12:30 PM | Erica Holthausen

    As discussed in the introduction to this series on becoming a more effective self-editor, writing and editing are two distinct processes. You will be a better and faster writer if you treat them as such. Similarly, editing has two phases: the developmental edit and the substantive edit. ​

    The developmental edit improves the structure and organization of a piece of writing. It focuses on the audience, clarifies the purpose of the piece, and makes sure it has a consistent tone and perspective. Before turning your attention to the substantive edit, make sure the structure is sound.

    Use the CORD Framework™ to enhance the editorial quality of your article.


    The CORD Framework serves as the foundation for much of the developmental edit and ensures the editorial quality of your work. Take a break after you finish writing to gain some perspective, and then read your article and ask yourself the following questions:

    • Is it cogent? Does it present a compelling case in support of a specific position or viewpoint? Is it useful to the intended reader? Does it provide enough context for the reader to understand its importance? Could the reader share the most important information with another person?
    • Is it original? Does it present a strong voice and clear point of view? Does it add to the conversation by focusing on insights, not simply information? Does it build upon the writer's experience and position them as an authority? Do analogies and anecdotes help the reader understand complex concepts?
    • Is it researched? Are the writer's insights based on evidence? Are their assertions grounded in fact? Is the data accurate? Is it essential? Can it be simplified? Are cited sources trustworthy? Is the research cited appropriately and presented with sufficient context? Where the ideas get complex, does the writer slow the pace?
    • Is it deep? Is the piece well written? Does it leave a lasting impression? Does it dive below the surface and offer insights not found elsewhere? Is it relevant? Does the writer discern fact from opinion?

    Review and improve the structure and organization of your article.

    Once you've ensured the editorial quality of your article, it's time to improve its structure and organization. Read the article aloud to identify places where the rhythm, flow, or voice doesn't quite work. Mark the areas that need adjustment and then reread it, asking yourself the following questions:

    • Is it striking? Is the headline strong? Does it grab your attention? Does the deck support the headline and make the reader want to learn more? Does the first paragraph get right to the point, or is the lede buried a few paragraphs down?
    • Is it focused? Does the article maintain its focus, or does the writing stray from its purpose? Does the writer make their point clearly and succinctly, or do they say the same thing in slightly different ways? Does each section of the article support the main point? Are there any darlings to murder?
    • Is it authoritative? Where does the article present opportunities for the writer to increase authority by adding detail, examples, or further evidence?
    • Is it skimmable? Do you get the general idea of the article simply by reading the heading, deck, and subheads? Are there any long sentences or paragraphs that can be broken down? Does the writer use bullet points and lists where appropriate?
    • Is it targeted? Is the intended audience clear throughout the piece? Does the tone of voice shift or stay consistent? Are such shifts intentional and easy for the reader to follow?

    It's not just about grammar and spelling.

    Editing is about so much more than grammar and spelling. To be a good editor, you must start by looking at the big picture. You have to put yourself in the reader's shoes and make sure that it is clear and easy to follow. Only after the structure is sound can you focus on the details.

    In the next installment of this series, we'll dive into the substantive edit. This line-by-line edit looks at grammar, punctuation, and spelling. It seeks out confusing, complicated, and wordy sentences and makes them clear and compelling. I'll give you a checklist you can use to make the process easier so you can become a better writer, a deeper thinker, and a clearer communicator. 

    * * *

    Erica Holthausen is the founder of Catchline Communications and a strategic thought partner to consultants who wish to build their authority and increase their visibility by publishing articles in industry trade journals and business magazines like Harvard Business Review, Inc., and Entrepreneur. To learn how to raise your profile, register for Pitched to Published, a free monthly Q+A focused on writing, pitching, and publishing articles.

  • Monday, October 02, 2023 9:03 AM | Erica Holthausen

    Good writing is the product of good editing. Working with a good editor is incredibly satisfying. A good editor takes your words and turns them into vehicles that convey your thoughts and ideas. A good editor takes what is clear to you and makes it clear and compelling to the reader. Here’s how you can capture some of that magic and become a better self-editor.

    Writing and editing are two distinct processes.

    Editing is not writing.

    Writing captures fresh thoughts, ideas, and expressions on the page. It is a process that results in several drafts. The first draft is written quickly and without referencing your notes. Its purpose is to get the ideas on the page so you have something to work with.

    It’s a lot like a jigsaw puzzle.

    You’ve got to get all the pieces on the table and right-side-up before you can find the edges and start putting together the picture.

    Once the first draft is done, you start the rewriting process. You are no longer writing for yourself — now you’re writing for the reader.

    This is when you clarify your ideas, add structure to the piece, and incorporate details from your research.

    This is when your piece starts to take shape.

    You may rewrite, rework, and refine your piece a few times before you feel like you’ve captured everything you want to share with the reader. Only after you complete that process are you ready to start editing your work.

    Editing takes everything you’ve captured on the page and makes it clear and compelling to the reader.

    But you can’t switch from writing to editing immediately.

    Give your work room to breathe.

    The more work you’ve put into a piece of writing, the more time you need to allow the piece to sit before you start editing.

    When possible, let the piece sit overnight so you can come back to it with fresh eyes. If that isn’t possible, print the piece, close out of your word processing program, and take yourself for a walk. At the very least, make yourself a cup of tea and putter around for a bit.

    Then you can come back to your work with a bit more perspective.

    Embrace a systematic approach to editing.

    There are two phases of the editing process: the developmental edit and the substantive edit.

    The developmental edit improves the structure and organization of a piece of writing. It focuses on the audience, clarifies the purpose of the piece, and makes sure it has a consistent tone and perspective.

    Once the structure is sound, you can focus on the nitty-gritty details during the substantive edit. This is the line-by-line edit that most people think of when we talk about editing. It includes grammar, punctuation, and spelling but goes deeper. It identifies and eliminates confusing, complicated, and wordy sentences that cause readers to tune out and move on to the next thing on their list.

    Becoming a better editor helps you become a better writer. That, in turn, enables you to become a deeper thinker. In the next installment of this series, we’ll dive into the developmental edit, and I’ll give you a list of questions to ask that will strengthen the foundation of your work. In the final installment, we'll look a bit more closely at the substantive edit, and I'll give you a checklist to help you tighten up each sentence.

    * * *

    Erica Holthausen is the founder of Catchline Communications and a strategic thought partner to consultants who wish to build their authority and increase their visibility by publishing articles in industry trade journals and business magazines like Harvard Business Review, Inc., and Entrepreneur. To learn how to raise your profile, register for Pitched to Published, a free monthly Q+A focused on writing, pitching, and publishing articles.

  • Tuesday, September 05, 2023 2:24 PM | Rick Pollak (Administrator)

    Have you ever tried to give an engaging presentation on a boring topic? No, it’s not impossible. In fact, it’s easy to do with a small shift in your perspective. This article will show you how to apply proven techniques to capture and keep the attention of your audience, even if your topic is mundane.

    Boring is in the Eye of the Beholder

    If you’re an expert in your field, you’re passionate about what you do. Your audience probably doesn’t share your passion or care about what your business does. Talking about what you do from your perspective can quickly put your audience to sleep.

    If you want to engage your audience, present your topic from their point of view instead of yours. Giving them a reason to care is an effective way to get your audience to show interest in your topic. When they can see your product or service helping them solve a problem, they’ll no longer be bored. If you explain how you can solve problems for people like them, you’ll capture their attention.

    Pick the Target, Find the Trigger, Lose the Bullets

    I’ve been giving presentations on technical topics for over 40 years. The biggest mistake I used to make was not understanding who was in my target audience. My early presentations had slides with bullet points listing every feature my product had. My engineering colleagues paid attention, but my non-technical customers were bored to tears. My talks were so dull, I even had one person start snoring in the middle of my presentation!

    When I planned my presentations for a non-technical target profile, my talks transformed from boring to engaging. Losing the boring bullets made sure the audience listened attentively to benefits and results instead of dozing off during features and specifications slides.

    The right trigger words will help you attract interest in your topic. Let’s say you’re an accountant giving a talk about recent changes in the tax code. If your target audience consists of small business owners in Maine, they’re going to be bored if you focus on the details of the new tax laws. If your trigger phrase is something they care about, you’ll have an excellent chance of grabbing their attention and interest. A trigger like “Three things you can do today to save on your business taxes” will resonate with your audience will keep them intrigued throughout your presentation.

    Since we’re talking about targets and triggers, here’s a word of advice about using bullets. DON’T! A barrage of boring bullet points will transform your audience from wakefulness to sleep. People remember stories and forget bullet points. A story about how a local business owner saved money on her taxes is more memorable than slides full of bullet points explaining the tax code.

    Understand, Care, and Remember

    I help TEDx speakers make their “idea worth spreading” exciting and memorable. Here are three techniques that work for both TEDx talks and business presentations. They’ll help you transform boring into engaging.

    1. Make sure your content is easy to understand. Distill your content into a “big idea” and “call to action” (CTA). If your information doesn’t support your big idea, leave it out of your presentations. A confused audience will quickly lose interest and become bored.
    2. Give the audience a reason to care. Show them why they should care about your big idea and let them know what’s in it for them. Stories are more effective than bullet points in getting an audience to care about your big idea.
    3. Make your CTA easy to remember. What do you want them to do when you’re finished with your presentation? Don’t give them so much information that they can’t remember your CTA.

    The Cure for Boring Presentations

    Answering the questions on my planning worksheet will help you structure an engaging presentation that will keep audience interested in your topicThe PDF worksheet can be filled out and saved on your computer if you have a current version of the free Adobe Acrobat Reader. You can also print out the worksheet and write in your answers by hand. You can download the planner at no charge at https://presentationmedic.com/worksheets/

    Rick Pollak is president of the Society of Professional Consultants. He’s also the founder of Presentation Medic, a consulting company specializing in curing boring presentations. He coaches speakers for investor pitches, product presentations, and TEDx talks. To learn more about delivering engaging presentations, follow Rick on LinkedIn.

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