Archive for the 'Creativity' Category

21 Blog Posts About Online Brand Optimization

Wednesday, July 14th, 2010

Here is a tasty selection of recent blog posts published on Heardable.com that talk about online marketing, brand optimization, and why it matters.

1.  Successful Brands Are About People
2.  Seven Amazing Videos Showcasing Creativity
3.  10 Odd Examples of Brand Hijacking on Flickr
4.  The 100 Most Effective Advertising Agency Brands Online
5.  Teaching Old School Management A Few New Web Tricks
6.  Will It Brand? That Is The Question
7.  Google Places: 10 Big Brand Benefits In Under 5 Minutes
8.  Nationwide Wins the Great Life Insurance Brand Shootout
9.  Brand Disloyalty Card: A Trustworthy Mug of Marketing
10. Top 20 Most Effective Banking Brands Online
11. How to Rank Your Online Brand Over Your Competition
12. This Is An Anthem For The Brands That Got Away
13. Amplify Your Brand With An Engagement Grid
14. 92 Most Effective Social Bookmarking Brands
15. Consistency: The Secret Sauce of Highly Trusted, Visible Brands
16. Hospitality, Branding and BitterWaitress.com
17. Transmedia Development: 132 Page PPT from Gulltaggen
18. Nordstrom: It’s the Experience, Stupid!
19. Brandformers: Marketing Forum 2010 (29 Page PPT)
20. Where the Brand of Things Are
21. 10 Benefits of Building Strong Brands

New Seminar - The Business of Writing Smarter

Monday, May 10th, 2010

THE BUSINESS OF WRITING SMARTER

1-Day or 2-Day Power Writing Seminar

Instructor: Jon Samsel

Who this course is intended for: Companies looking to train their marketing/communication staff on the importance of writing and the skills required to help a brand become successful online. Website writing best practices, search engine optimization (SEO), and storytelling are emphasized. Ideal for novice to intermediate level-staff looking to quickly boost their proficiency. No prior programming skills needed.

Inquiries: 310-402-2890 or email jsamsel@gmail.com


IMPORTANCE OF WRITING

Famed management consultant, Peter Drucker, said, “As soon as you take one step up the career ladder your effectiveness depends on your ability to communicate your thoughts in writing.” In other words, if you want to be noticed within or outside your organization, you have to be able to express yourself-clearly and concisely.

The same can be said when you are an employee representing a company online, whether that’s on a corporate website, press release, training module, marketing campaign, social media site or email. Your writing is a critical extension of your company’s brand — so it’s important that business leaders invest in assisting their employees become the best ambassadors of communication possible.

  • Your writing creates an image
  • Text is the universal language of the web
  • Being readable and findable is critical
  • Great writing attracts customers

WHAT YOU’LL LEARN FROM THIS COURSE

The purpose of the training course is to help you become a better web writer, whether you are writing for humans or for search engines. You will increase your knowledge of today’s effective writing techniques, better understand the emotional mechanics of storytelling, and learn how to apply winning search engine marketing best practices.

  • How to make your website more relevant
  • What must be done to get good search engine rankings
  • Best ways to submit, subscribe & syndicate to be found
  • Why stories matter and how best to exploit them
  • Customers who interact are more likely to transact
  • The difference between branding and direct response content
  • How extending text & tags to multiple media to amplify your reach
  • How usability testing can be used to validate your choices
  • How to monitor and track your success over time

COURSE REVIEW

Web Writing

  • Writing for humans
  • Text elements of a high-impact website
  • Designing content structure
  • Tailoring your writing to different audiences and needs
  • Editing & testing text for clarity, concision & response
  • Writing to sell: persuasion & direct response
  • Social media writing & representing the brand voice
  • Syndication: The power of web distribution
  • Measuring success with text tools

SEO

  • Writing for engines & bots
  • SEO basics
  • Business planning & goal setting
  • Keyword selection, relevancy, and density
  • Competitive assessment
  • Code: titles, meta tags, URLs & site maps
  • Copy writing
  • Offsite SEO & social search
  • Measuring success with SEO tools

Storytelling

  • Writing for emotional engagement
  • Integrated marketing: The holy grail of marketers
  • The new PR: Participation not propaganda
  • Advertelling: Successful brands are about people
  • Word of mouth matters when the experience is the brand
  • Ratings, testimonials and user generated content
  • Educational training, kiosks and demos
  • Narrative stories & branded entertainment

FORMAT

One-day or tow-day tutorial encompassing lectures, live demos and exercises. Real-world examples are used to highlight points throughout the day. Copies of the presentation slides and exercises with be provided to all attendees.

INSTRUCTOR BIO

Jon Samsel is a published author, speaker, instructor, consultant and thought leader in the areas of branding, online marketing and writing. He has worked as an online marketing executive at Fortune 100 companies such as Bank of America, Ford and Countrywide where he was responsible for a broad range of marketing activities such as paid and organic search marketing, display advertising, DRTV, social media engagement, mobile marketing, and multivariate testing, including the task of coordinating teams of designers, programmers, copywriters and others involved.

His book, ‘Dead Ahead: The Web Dilemma and the New Rules of Business,’ co-authored with Laurie Windham and published back in 1999, predicted many of the changes the Internet has had on businesses and organizational processes. Jon’s book, ‘Writing for Interactive Media,’ first published in 1995, has been utilized as a textbook in over 40 colleges and universities throughout the US and Canada. He wrote and produced, ‘The Killer Content Workbook,’ for Apple, Inc., one of the first interactive PDF’s ever created to incorporate text, audio, video, embedded forms and interactive user response.

Jon is an adjunct writing instructor at UCLA and UC Irvine where he has taught courses in multimedia, fiction and non-fiction writing. Jon has co-authored four published books, edited 12 books/directories, and is a published poet and Hollywood screenwriter. Jon is an online marketing/writing consultant and a regular seminar speaker for Richmond Events.

COMPLIMENTARY VALUE ADDS

Free 1-Year Premium Subscription to Heardable.com

Heardable is the world’s first and only online brand optimization platform. All workshop attendees will receive a 1-year premium subscription to Heardable.com (a $2,999 value) redeemable via a special promotional code provided at the end of the class.

Free copy of writing for interactive media

All workshop attendees will receive a free copy of Jon Samsel and Darryl Wimberley’s book, ‘Writing for Interactive Media.’

PRICING

Custom class configurations and pricing available upon request.

TESTIMONIALS

‘Jon has an amazing understanding of consumer insights and behavior as they relate to online usability– skills that bring immediate value to strategic consulting projects. Understanding, and leveraging the technology through best practices and innovation are critical success factors, and Jon is clearly one of the best in his field. –Christophe Bertrand, Senior Director of Product Marketing at Hitachi Data Systems

‘Jon’s vision and in-depth knowledge of both the business and creative aspects of new media production is truly remarkable. This is a man truly “gets it” and empowers those around him to do their best work. Bottom line – Jon is a rare commodity, a visionary in the area of online direct response marketing and a creative powerhouse.’  –David Greene, Owner of Creative-Spark

JON SAMSEL
Digital Brand Strategist, Author & Web Consultant
310-402-2890
jsamsel@gmail.com
jon.samsel @ skype
jonsamsel.com - blog
linkedin.com/in/jonsamsel @ linkedIn
twitter.com/jonsamsel @ twitter

30 Ad Agencies Ranked By Heardable Score

Wednesday, December 2nd, 2009

I was recently invited to be part of a private beta for a new brand optimization/analytics platform called Heardable. The new service measures how well a brand is doing online, issuing a Heardable Score for every URL you scan into their tool. There is even a comparison scan tool that allows users to scan up to five domain names at once.

The platform examines over 40 unique on-site and off-site brand variables, including a website’s code, inbound links, usability, social brand presence, mobile readiness, and other unique characteristics. The highest possible Heardable Score that can be achieved is 1000. A score between 401-600 is average.

The tools on the site are very cool, with results displayed via an attractive AJAX interface that slides in and out to reveal more detailed information when prompted. My assessment after about one hour of use: Heardable is an extremely functional, insightful, and highly addictive platform that will surely appeal to online marketers. By addictive I refer to the fact that I couldn’t stop scanning URL’s that popped into my head. I wanted to see how each brand scored.

Perhaps the best part of Heardable is The Heardable 100, a ranked list of the top 100 Heardable Scores by brand. You may be surprised by which brand is currently ranked #1. (Hint: It’s a popular celebrity gossip site whose name is a play on socialite, Paris Hilton). According to the company founders, the Heardable platform will soon add hundreds of thousands of pre-ranked lists of brands, by category, which will be a very helpful (and time saving) research tool.

I think brand managers and C-level marketers are really going to like Heardable because it’s an easy way to measure how one brand is performing against a competitor, across multiple variables, plus providing drill-downs into exactly how and why one brand is doing better than the other. Kinda like opening the hood of your competitor’s brand and seeing their online strategy in action. Sweet!

So I decided to examine one category of brands that is near and near to my heart — advertising agencies. After, all, one might assume that the top creative minds in the land would have built websites that truly showcases their talents — both creatively and functionally. After all, they are pitching online marketing strategies and tactics every day to clients (and potential clients). Surely their own sites would have higher than average Heardable Scores, right?

Sadly, my scans revealed just the opposite. Instead of stellar scores, most creative agencies fell into the ‘poor’ or ‘below average’ range. Not what most of us would expect from today’s top-tier marketing agencies. Note to agencies: Don’t let your clients use this tool or you may be in trouble!

To put things into perspective, everyday brands scored better than expected — with higher Heardable Scores than most creative agencies I tested.

Hat’s off to R/GA, an integrated, interactive agency that seems to practice what they preach with a Heardable Score of 537. R/GA had the best score of all agencies I scanned.

Here is a list of the advertising agencies that I scanned, rank ordered by Heardable Score. Any surprises? Be sure to Tweet about it.

50 Resourceful E-Marketing Tweets from Yours Truly

Wednesday, August 19th, 2009
  1. Apple’s design process revealed!
  2. Hilarious video about ‘Death By Committee’ group decision making processes. Love the logo designs!
  3. Naming tools to help get your creative juices flowing.
  4. The Components of a Writing Business Plan.
  5. Website up-time tool.
  6. What every web designer needs: A handy Lorem Ipsum generator!
  7. An online font tester!
  8. 100 things on the Internet that might be of interest to you.
  9. Type in a word to find rhymes, synonyms, definitions, and more.
  10. Life of Pi - Interactive promo. The mood that this creates is almost like a movie. Awesome.
  11. The website is down: Sales guy vs. web dude. Funny!
  12. ZeFrank’s song about social networking
  13. Good site for hiring freelancers to work on social media gigs or web dev projects.
  14. Quantcast - Free, competitive website analytics.
  15. See every mouse movement and every click on your website. Record & more.
  16. Fun brain teasers and exercises.
  17. Need to quickly translate text into another foreign language?
  18. Nice gift idea - give a personalized book to your child or relative.
  19. SEO tool. How many desired .edu or .gov links does your site have?
  20. Over 1,500 stories about coffee’s impact on real lives. Very cleaver marketing.
  21. Social search engine. Pretty cool.
  22. Where’s WaldObama? 1,474 mega-pixel picture of the Inauguration. Wow.
  23. Mint or Rudder - which is best online tool to manage your money?
  24. Runners. Track your distance, pace, progress & calories with this cool NIKE tool.
  25. Looking for the perfect Web 2.0 domain name? Try Dot-o-mator.
  26. Download free Web 2.0 logo designs!
  27. UGC traffic to triple by 2012, according to Cisco.
  28. UGC / user reviews are critical. See latest Nielsen findings.
  29. “The Crying Game” of viral marketing. So well done. Click till you see the surprise ending!
  30. U.S. real estate prices from 1980-present plotted to a roller coaster ride!
  31. I just love Howcast - learn about almost anything!
  32. Creepy girl. Watch as her eyes follow your cursor.
  33. Amazing interactive simulation by Motorola.
  34. Heatmap simulation for any image you upload. Sweet.
  35. Design for Emotion and Flow.
  36. Website User Journeys, Needs, and Trust: A Volkswagen Case Study.
  37. Very helpful usability blog site by Craig Tomlin.
  38. Net Promoter Score: Pro’s? Con’s? Full of bologna?
  39. Get Elastic’s landing page optimization webinar recap.
  40. Consumer purchase preferences by zip code.
  41. Free version of the Word of Mouth Manual Volume II.
  42. Social media marketing case study: Will It Blend.
  43. Free 34 page ebook - The New Rules of Viral Marketing.
  44. Social Web Analytics eBook 2008.
  45. Introduction to Good Usability - Free PDF Ebook.
  46. How to think virally w/ Jeff Benjamin, the creator of  Subservient Chicken.
  47. Customer Feedback Usability Insights.
  48. 5 new skills for the future of marketing.
  49. Bring Holistic Awareness to Your Design.
  50. Long live the Cluetrain Manifesto! 95 theses ahead of their time.

Source: http://twitter.com/jonsamsel

Obstacles Can Stimulate Creativity

Saturday, July 4th, 2009

StripI had the good fortune of interviewing Bob Thaves, cartoonist and creator of Frank & Ernest, a popular strip syndicated by United Media in over 1,200 newspapers worldwide and read by 25 million fans daily.

In the early Seventies, Bob had plenty of syndicates interested in picking up Frank & Ernest. The problem was, they all wanted him to change his format.

You see, Bob was pushing a new concept––the single panel strip. Traditionally, cartoonists created comics using single “panels” and rectangular “strips.” Strips such as Dick Tracy consisted of multiple square panels strung together to form a rectangular box. Single panel comics such as Family Circle were fitted into a single square box. Frank and Ernest, on the other hand, broke all the rules by framing a single panel comic in a rectangular box.

The single panel strip format was aesthetically pleasing and allowed Bob to mask his poor lettering skills (the extra space allowed him to use larger letters).

In an industry that did not welcome change, Bob was steadfast in his resolve to create Frank & Ernest as a strip. If he couldn’t create his way, he simply wouldn’t create the strip at all. In the end, NEA broke down and picked up the strip for syndication.

Upon release, Frank & Ernest (and its unorthodox format) was accepted immediately. Nowadays, there are numerous successful single panel strips (Mister Boffo, Nonsequitor) gracing funny pages across America.

For the 25 years that followed, Bob faced a new challenge––creating a humorous new strip each and every day. What could possibly motivate someone to create over 9,000 comic strips, you ask?

“The greatest spur is a deadline,” offers Bob Thaves. “When I was creating strips for magazines, I was free to create as the spirit moved me. That’s not the case with newspapers. Material needs to be delivered on time. There are times when you are simply not inspired. You’ve got to put something down on paper. At that point, it’s not so much creation as it is production.”

The Compositionist – Images and Words: An Interview with Joe Konz

Wednesday, January 21st, 2009

I first met Joe Konz online via LinkedIn.com. We were both members of the discussion group, LinkEds & writers, and we started a conversation on the subject of copy editing, writing and the decline in print newspaper readership. You see, Joe is a career newspaperman reporter, writer and editor – who currently is chief of the copy desk that produces 11 community newspapers published by The Indianapolis Star Media Group. I asked Joe if he wouldn’t mind sharing his thoughts about his job, the news industry, advice he might have for novice writers, as well as what makes him tick creatively.

What I learned from Joe is that he is a compositionist at heart, a framer of images and words, someone who utilizes language and compositional technique to elicit an emotional response, while trying to present the world as precisely as can be depicted. This is by no means an easy task. Read the interview, and enjoy!

How has the job of copy editing has changed through the years?

I’d probably single out the change in technology as one of the biggest factors. It’s transformed the way we operate, going from the glue, pencil and paper era to one of computers, electronic editing and design pagination systems and satellite transmissions of pages to remote printing sites. That, in turn, has affected the editing protocol the way copy and content editors interact to effect improvements to copy and pictures before they are published. Content and copy editors formerly conferred exclusively either face to face or by telephone. There still is a some of that maybe 50 percent but we also interact a lot now by in-house email, and some editors even use instant messaging services.

Can you briefly summarize what you do on any given day?

I supervise a staff of nine people including two designers who produce the 11 community newspapers circulated to the suburban areas of Indianapolis. These sections strive to provide micro-local coverage of news, sports and events that the communities couldn’t (or wouldn’t) get in the main section of the metropolitan newspaper or from most other news/media sources. My staff designs and copy edits the sections.

In copy editing, we provide the final “read” of story text, make minor tweaks such as correcting misspellings or grammatical errors, and consulting content editors and/or writers on any significant organizational problems, including substantial trims, that we feel are necessary to make a story clearer and/or more readable.

We also write the headlines on stories and the captions for photographs, and we proofread the pages before we release them to our typesetters.

What do you love most about your job?

Two things, primarily.

One is the satisfaction of being able to successfully coordinate all of the elements involved in the aforementioned copy editing process so that our operation can meet 11 production deadlines. That alone can be a daunting task, given the landmines of late or swapped out copy and pictures, stories falling apart at the last minute, photos not being assigned until the last minute, dealing with and adjusting page production to accommodate breaking news, etc., not to mention technical issues that could arise especially computer and/or network crashes.

The other is the splendid way the staff I work with interacts. It’s a treasured camaraderie and respect; the grueling aspect of the job I described previously would not be nearly as bearable without this.

How do you feel about the future of printed newspapers?

There are still a lot of people who appreciate the ability to hold ink and paper in their hand to access the news. I’m one of those. And there are still advertisers who appreciate the advantage of having their product or services in a “hands-on” media, one in which a customer can clip and either set aside for future reference or bring with them to the store when they shop. But is the number of people who read or subscribe to newspapers dwindling? Certainly, which is why most publishing companies are striving to bolster their online product and presence, because they know that’s where a growing number of people are turning to find their news “now,” when they want it. The Internet presents a vast forum and opportunity for newsgathering organizations to provide anything and everything a reader could want or need, certainly much beyond what can be provided in the limited structure of a newspaper or other print product.

What advice would you give to someone right out of college thinking about a writing or editing career at a newspaper? What skills should they have? What’s the best way to land a job?

The basic journalism skills a command of the language and compositional technique, accuracy, balance and fairness will always be valid in the news gathering industry. But today, a “student” also must be well-versed in new media making and editing audio and video clips and posting news online. A proficiency in operating video equipment and using video/audio editing software and learning and mastering basic HTML code are huge assets. I might even say “musts.”

The best way a student can situate himself or herself to land a job not only is to be able to present a “clips” record of published work to prospective employers, but also have CD or DVD copies of their new media work to share with prospective employers. Having internships with professional media while in college (with good references from those experiences) also is a huge plus.

To actually land a job might be tougher than usual for as long as the economic climate is so dour. Joining business networking organizations (the online networking sites LinkedIn and Plaxo are examples) is a good start. At those sites, you can build your “connections” network and join “like-interest” groups where you could come across employment opportunities you might not find elsewhere.

Tell me a little about your photography.

I describe myself as an avid hobbyist. It’s a fulfilling, creative outlet. I’ve had a couple dozen of my images published in the newspaper where I work, but I’ve received no extra compensation for it (as per company policy), so I don’t think I could be considered a pro. I’m working on some projects where I’m hoping to get more exposure of my work, but it’s not something I’ve necessarily set as a firm goal. They are ideas that motivate me, and as long as I feel motivated, I’ll chase after them.

What inspires you as an artist?

I am inspired by seeing inspired photography or other art, if you can understand what I’m getting at: something that reflects how a photographer or any artist gave considerable thought to compose and capture his or her work.

There have been quite a few masterpieces that evolved from “accidental” (or maybe “fortuitous” is a better word) photography. You know, a situation where dumb luck, or the mere act of being at the right place at the right time, resulted in a lasting image. War photographs are good examples. Two examples of non-war photographs that fall into this category:

  1. A very young John Kennedy Jr. saluting from the side of the street as the casket of his father, assassinated President John F. Kennedy, processes in front of him at JFK’s state funeral in November 1963. The photographer, of course, could not have known that John was going to strike that pose, but he was there and positioned perfectly to capture it. Everyone who was alive at that time remembers that image vividly.
  2. A less-known (except in the pricey industry of art collection) example is Frenchman Henri Cartier-Bresson’s “Behind the Gare Saint-Lazare” (1932), a street photography image featuring a male pedestrian, in almost silhouette form, trying to jump over a large puddle with his shadow in the water presenting a wonderful artistic, complementary element. Cartier-Bresson, in the right place at the right time, snapped the shutter on his 35mm Leica rangefinder the moment before the man’s foot would land in the water, sealing the photographer’s reputation as one specializing in capturing the “decisive moment.”

If I can learn how a particularly inspiring work was accomplished, as I have with that particular photograph, I feel inspired to pursue and explore creative ways with my photography.

Joe’s Photo Galleries and Blog:
www.joekonz.fototime.com
http://photo.net/photos/joekonz
http://photopotpourri.blogspot.com

Demystifying the Creative Process

Wednesday, December 17th, 2008

Three-time Academy Award winning songwriter, the late Paul Francis Webster, once said that two of the most creative places he had experienced were “on a train from Los Angeles to New York and at the top of the highest hill in Hong Kong.” It is very true that certain places stimulate the creative juices more than others.
 
Creative people ask questions. What if I switched things around? How about an overseas setting for this story or book? Could a key element from one work be shifted to another?
 
The creative process thrives on experimentation, first trying one thing and then another. Thomas Edison, creative genius that he was on inventions, was never despondent throughout the 10,000 attempts to find something that would work for the electric light. Edison’s reaction was direct and simple: “We know this idea won’t work so that means we’re just one step closer to finding what will work.” Eventually, he found a filament that became the solution for the electric light.

Master of Simulations: An Interview with Writer Terry Borst

Saturday, December 13th, 2008

Terry Borst is a terrific writer of new media and motion picture screenplays. I met Terry in the mid-1990’s when I was working as a multimedia publisher. With a college major in English and an impressive resume of writing credits to his name, I thought it would be fun to touch base with Terry again after so many years to see what he’s been up to. If you’re a fan of interactive stories, Hollywood movies, or educational simulations, you’ll enjoy what Terry had to share. Read on!

Q: What types of writing projects are you working on these days?

A: Books!  I’m currently co-writing my second book for Focal Press, on the topic of serious game and simulation development and production (from an independent game/low budget perspective).  The book will probably be published in late 2009 or early 2010, and follows up on my earlier co-written book, Story and Simulations for Serious Games.  (See the Amazon listing, or go to my LinkedIn page or terryborst.com to find out more).

The 2 books derive from several of the projects I’ve worked on the last few years:  scripting videogame simulations for the military and first responders.  These are pretty exciting because, as a writer, you get to enter new worlds and then see if you can build a convincing enough replica for professionals to test out tactical and strategic decision-making.  You’re quite involved with the design of the experience from the ground up, which is very creatively satisfying.

Q: Tell us about some of your previous projects.

A: For 20+ years, I’ve worked as a professional screenwriter and scriptwriter.  I co-wrote a sequel to the feature film MIDNIGHT RUN, and for years wrote episodes of a BBC action-adventure series syndicated in dozens of countries (which I still receive royalties for).  I scripted other independent and TV films, and got paid to write a lot of feature screenplays and pilot scripts that didn’t get produced.  And more than a decade ago, I got hired to co-write scripts for one of the most popular videogames in the ’90s:  WING COMMANDER.  I’ve written scripts for other entertainment videogames since then, before the recent migration to the simulations mentioned previously.  (You can find out much more about these titles on my website).

Q: What inspires you as an artist?

A: I think it’s impossible to answer this without lapsing into gauzy sorts of cliches.  Life inspires me; great art inspires me; all those moments when “a terrible beauty is born” (to quote Yeats).

Q: What creative mediums do you prefer to work in–and why?

A: While I may aspire to art, I pride myself on being a professional writer – and so I prefer to work in creative mediums where I get paid!  That said, there’s nothing like executing a feature screenplay really well:  creating a great story arc within a contained world is an incredible challenge.  I believe in art that takes us on a journey and provides closure:  a great painting or sculpture or piece of music can do this, and a feature screenplay is a kind of sculpture through time and space.

Q: Briefly describe your creative process–how do you get your ideas…how to you develop that idea…what steps do you take to bring that idea to lifeナwhat tools do you use?

A: Ideas are everywhere:  the trick (for new, original work) is to find the ones you’re willing to obsess about.  If I’ve got an obsession, then I keep thinking about it, and start to think about the kind of journey that can be taken within this obsession.  If necessary, I’ll do research, and I’ll start writing down ideas about scenes, parts of scenes, and characters.  You build something like this over time, and eventually you try to find some dramatic structure for the story that’s been accreting.

I’ve been fortunate that most of the work I’ve been doing the last 15 years has been work for hire.  So the initial concept for the project might not start with me.  Still, I have to brainstorm how to get into and get out of a scene.  Or, I might know that I want a videogame player to undertake a new mission.  But what’s the setup for the mission?  And what obstacles will confront the player on the mission?  Ideas are then frequently found by 1) figuring out the obvious way to reach my goal in a scene or sequence, and 2) then throwing out the obvious way and looking for the surprising way to reach my goal.

As to tools: At a very early stage, I still use 3×5 index cards to capture story beats, scenes, moments, etc.  But I’ve also used StoryView to construct outlines, and I’ll use Word for other outlines.  Then it’s on to Final Draft or Movie Magic Screenwriter, or sometimes other tools for more interactive projects.  These days, you could use a tool like Google Notes and use your cellphone to outline acts or missions or scenes.

Q: Do stories really need to be told interactively? What’s the advantage of this medium?

A: Interactive storytelling offers us (as creators) a new way to engage the “receiver”.  We can create new kinds of immersive narratives, and entertain and teach in ways we never could before.  WORLD OF WARCRAFT, BIOSHOCK and GUITAR HERO all create unique and even profound experiences for players, just as The Canterbury Tales, Dream of the Red Chamber, Middlemarch, Waiting for Godot and 2001: A Space Odyssey created unforgettable experiences for earlier generations.

Q: Looking back on all that you have accomplished throughout your career, what are you most proud of working on? Would you do anything differently if you could? What was your greatest lesson learned?

A: Most proud of working on: 1) The WING COMMANDER series, because we really did break some new ground; 2) a screenplay for a historical novel called The War Train, which sadly went unproduced to a regime change at Paramount.

Would I do anything differently? Probably lots, but all of this is about career management decisions, and hindsight is always 20-20.

Greatest lesson(s) learned:  1) You can’t write too much.  2) Plan for a career:  always consider where you want to go, and what can get you there.  3) Be entrepreneurial.

Q: Any advice you’d like to provide to people hoping to find work as a digital storyteller?

A: I think you have to find your own work.  The tools are within everyone’s reach now.  You should know how to shoot video, edit media, and work in Flash.  If you’re a good enough creator, you can launch your own YouTube channel and wind up making money.  If you’re just starting out, you need to wear multiple hats to succeed.

Q: Do you know of any useful online resources for budding digital storytellers?

A: Interestingly, my wife (Carolyn Handler Miller) actually wrote the book (literally!) on digital storytelling, titling it Digital Storytelling.  You’ll find a lot of references to it online.  That might be a start.

Game Developer magazine has most of its content online; gamestudies.org gets into the more esoteric side of videogame theory.

Assuming we’re really talking about interactive storytelling, then the novice creator needs to immerse him- or herself in interactive experiences.  Play games, spend time in Second Life, study webisodics.  You should discover what’s unique about interactivity when married to narrative (whether structured or post-hoc).

As a college English major, I always knew that reading the Cliff’s Notes was no substitute for reading the book.  Get in the game! as the console advertisement used to go.

Links:
http://www.linkedin.com/in/tborst
http://www.terryborst.com

40 Ways to Get Started Writing Articles: Part 1

Friday, November 21st, 2008

Every article writer needs a helping hand, from time to time, coming up with idea for a new article. Some stimulus, connection or link in a writer’s mind often leads to a new article. For example, you may feel lonely one rainy afternoon and because of this feeling decide to create an article about depression, suicide, or the end of a water shortage crisis. Perhaps a phrase you see in a magazine suggests an article. Or a blog posting like this one jump starts your creative thinking.

Here are 40 suggestions to jump-start ideas for articles:

  1. An interesting fact. Here is an example: Yale Daily News reported that 41 percent of Yale undergraduates were women. This interesting fact could lead to an article on the increased number of women at top Ivy League schools such as Yale and Harvard.
  2. An Event. School, civic, musical or sports events may all suggest a possible article. Example: You hear about a class reunion held by your old high school or college. After attending the reunion, you could write an article like “The Joy and Heartache of Class Reunions.”
  3. A season of the year. Have you ever considered the miracle of spring and how it returns each year from March 21 to June 21? Pondering this time of the year could easily stimulate an article titled, ‘‘The Return of Spring” or “21 Ways to Get Ready For Spring Cleaning.
  4. An observation. One day a friend happened to remark that he “could count the number of his real friends on the fingers of one hand.” This led to an article idea, “The Miracle of Friendship.”
  5. You might also consider writing an article about a remark or statement you hear. Here is an example: One day I was watching my new car go through a supposedly reliable car wash. Two workers jumped inside the car to vacuum. Suddenly, they started joking with one another and engaging in a slap fight. When my car was ready to go, it was discovered that inside mirror was in a new position, the radio was set to a new channel, and one of the floor mats was missing. Right on the spot I decided to blog about the service of this local car wash in a humorous article. Do you see how a feeling, emotion, or mood can trigger a new article? No doubt many articles have been given life because a writer was shocked, angry, disgusted, or irritated about something.
  6. A warning of danger. To begin, make a list of dangerous things. Some examples are: “Investing Can Be Dangerous to Your Wealth,” “Beware of the Little Green Mold Monster,” or “Ride the New Mega-Scream Rollercoaster at Your Own Risk.
  7. Visiting a place––even vicariously. “Syracuse: Home of the Orangemen,” “The Place Where McDonald’s Was Born,” and “Nashville: A City for All Seasons” are a few examples.
  8. A holiday. One way is to consider how various holidays affect people. How do prisoners feel on major holidays? What about poor people, those in hospitals, or those who live alone? Example: “Holidays Can Be the Loneliest Time of the Year,” or “Kwanza Decorating Secrets.”
  9. An intriguing question. Here is an example: “Ever Dream of Becoming a Spy?” Other possibilities with this method are “Will Time Travel Be Possible in Our Lifetime?” and “Should the Big Three Automakers Get a Bailout or Face Bankruptcy?”
  10. Advice someone offered, including your own. Example: Perhaps you would like to create an article that would help troubled readers facing difficulties in life. Possible titles might be: “10 Tips for Discovering Your True Purpose in Life,” or “How to Land a New Job in Less Than 30 Days.”
  11. A quotation. Quotes have triggered hundreds of new articles and probably thousands over the years. Example: Oracle CEO Larry Ellison made the following remark: “Microsoft’s future is based on the idea of Windows everywhere. We think that will never happen. We think it will be the Web everywhere.” This seems like a natural article for someone hoping to write about the impact the Internet has had on our lives, or an article about Microsoft losing its dominance in the computer marketplace. A writer reads an enormous number of quotations during a career. So be alert for those quotes that may have the seeds of one or more articles. They are out there. Look between the words. Examine the quotations you like from all angles. You’ll be glad you did.
  12. An obituary. For example, “Adrian Kantrowitz, 90, a doctor who performed the first human heart transplant in the United States, died from congestive heart failure Nov. 14 at the University of Michigan Medical Center.” Or this news headline: “Paul Newman, actor and philanthropist, died on September 27th, aged 83.” The passing of a celebrity or interesting person can trigger an article idea because readers out there always like summary-type articles about an unexpected death; a kind of memorial or tribute type article. Don’t overlook reading obits, for there are definite articles waiting to be written about the famous or well-known.
  13. Statistical information. Intriguing, alarming, or surprising numerical reports may well suggest an article. This is one reason for not overlooking reports on all subjects. Example: “The average American’s household credit card debt in 1990 was $2,966. In 2007 is was $9,840.” These stats could be the seed for a number of articles about staying out of debt, not using credit cards, or limiting the use to one or two.
  14. A belief held by many people. Reincarnation is a belief held by millions of people all over the world. Some reports have stated half of all Americans believe in it. Two possible titles for an article on reincarnation might be “Do We Live Again?” or “If Reincarnation Is True, There’s No Escape.” Another belief held by most children is that Santa Clause is real. Imagine articles such as “The Origins of Kris Kringle.” Or, “Economic Meltdown: Why Santa Clause Won’t Be Coming to Town This Year.”
  15. A need to influence a certain business segment or career group. First choose the career group or discipline you’d like to direct your article to––such as sales managers or online traffic buyers––then develop a premise around solving a problem of fulfilling a need. Some examples are: “How to Motive Your Sales Staff,” “15 Ways to Optimize Online Media Campaigns,” and “How to Develop an Integrated Media Plan to Increase Revenue.”
  16. A particular type of problem: business, family, or personal. Example: “Stop Snoring Forever.” Another one is “How to Avoid Bankruptcy in Five Simple Steps.”
  17. A declarative statement. Declarative statements are everywhere––from the marketing copy on your breakfast cereal box, to the subtitle on that cookbook on the kitchen table, to that sales flyer tucked under your windshield wiper. Some declarative statements that might be used for articles include: “Delicious, healthy meals in 10 minutes or less,” “Landscaping can increase the value of your home” and “Bran is an excellent source of fiber.”
  18. An idea. Example: Consider the often expressed idea that there will be much greater use of robots in the years ahead. This could well lead to an article. Here is another possibility: The idea that it pays for writers to know the business side, as well as the creative side, of their line of work. Such an article would be right on target for trade publications for writers or a creative writing blog.
  19. A trait or quality shared by most people. Example: Millions of people are fans of Marilyn Monroe. A touching tribute was once published about her that discussed her childlike quality, which comes across on the screen. Members of the human family share this trait of being childlike. An article written about this subject might be titled: “The Child in All of Us.” Lots of people throughout the world have freckles. Why not an article for a woman’s magazine titled: “Freckles Are Fabulous.”
  20. A dramatic, unusual or surprising phrase. We urge you to keep a special notebook of shocking phrases you might come across in your everyday life; they can often lead to article ideas. Keep your ears tuned for anything unusual, fresh, or captivating. For example, a veteran insurance agent claimed he got results selling insurance by asking prospects the following question: “Will your widow dress as well as your wife does?” Imagine an article with a similar title! “Surviving the Ups and Downs of a Tumultuous Market” is a title culled from today’s troubling financial headlines. “Are You Afraid to Die?” is another phrase that might perk a few ears. Or how about: “Rinsing with Vinegar Can Cure an Itchy Scalp.”

Click here to go to Part 2 of this article.

We Writers are Custodians of a Proud Heritage

Friday, November 14th, 2008

I have tried to impart an energy, a dynamic spirit, into the postings on this blog—not only to show the potential for today’s author, but also the changing nature of the publishing industry.

These postings should be of help and interest to students of writing, teachers, conferences for writers, college and university classes in writing and publishing, reviewers, editors, agents, booksellers, and anyone interested in the world of books.

A special feature of the blog is the specific guidance given on writing and selling all the major types of books including mass-market originals, romances, general interest titles, business and professional, children’s books, how-to’s, textbooks, scientific-technical works, computer books, humorous books, and more.

There are special blog posts on writing and selling the novel, the wide choice of nonfiction book ideas, finding material for potential best-sellers, testing a book idea before it’s developed, the importance of book outlines/proposals, the crucial importance of book promotion today, self-publishing, electronic books, the Internet as a sales and promotional tool, and finding the right publisher or agent.

Many changes are taking place in today’s book publishing industry, and authors of this era need to be aware of them. The conglomerate invasion has had its effects. These changes are having their impact on today’s methods of producing, marketing, and promoting books.

Whatever your interest in, or connection with, the book business may be, the articles on this blog are meant to guide and inform you, instruct, entertain, and above all inspire you. It will hopefully make you wonder at the happenings in the book business, astound you, make you laugh some, and enthuse you enough to try your hand at writing one or more books, if you have never participated in the great adventure of creating a book for publication.

In the words of David Dortorf, writer and book enthusiast, “Nothing is as lonely as the empty page. But the divine spirit moves us to fill it. Homer filled such a page three thousand years ago. We writers are custodians of a proud heritage. We are the bearers of the divine spirit. We must write and write whether it sells or not… or is proclaimed unpublished. Writers and authors keep the divine spirit alive. To dare to be creative is to keep the world in something of a state of grace.”