***************************** THE JIMMY KRUG REPORT March/April 2002 ***************************** Hello Jim, The last two months have been especially busy here at The Gulf Coast Publishing Group. I've been busy compiling information for what will hopefully be the most unique, self-publishing course on the Internet. This month (or should I say "double-month") I'd like to talk to you about "Conversational Writing." Years ago, during my schools days, I showed a natural aptitude for art and design. Somehow, I can't quite remember the details, I got involved in drafting. At the time it was okay. I mean, I was told draftsmen made a pretty good living. And that was my object... to make a pretty good living. Nothing wrong with that, right? Three years later, I was a little dismayed with my once ambitious drafting ambitions. You see, drafting wasn't about style... it was about precision, measurements, angles, etc. Creativity? Forget about it. Freedom of expression? Better save it for lunchtime or water cooler conversation. And so, like the Gingerbread Man with his pants on fire, I decided to put as much distance between myself and a drafting career as quickly as possible. After that I basically closed my eyes and threw a dart at the "Art Career Board." I happened to hit the "Graphic Design" square. At least there was room for creativity. And besides, the guidance counselor told me the profession paid well. Who was I to doubt? ************************************** COOKIE CUTTER SOLUTIONS Let me ask you, Jim, how would you feel if you showed up at the job tomorrow and everyone was wearing the same shirt as you? It would feel a little strange, wouldn't it? I mean, it feels good to be unique or different. Doesn't it? To me, it feels kind of strange when I pull up to a stoplight and the car next to me is IDENTICAL to mine. It's a slightly uncomfortable feeling... Ladies, imagine showing up at a formal get-together only to discover another woman wearing the EXACT same dress and shoes you're wearing. And yet, when it comes to writing booklets, special reports, and other types of simple publications... people strive to have their products look just like everyone else's. Is it me, or is there something wrong with this picture? ************************************** WRITE WITH STYLE AND "ZIIIIPPPP!" You're a booklet author. Or about to become one. That's why you've subscribed to this newsletter, right? Although you and I have yet to meet (in all likelihood), you may feel as though we already know each other. Heck, if I were in your neighborhood for a speaking engagement... you might even consider having lunch with me. A good writer makes a conscious effort to "sprinkle" their personality across the pages of everything they write. Just like a piece of modern artwork. You're not writing a manual on electronic circuitry... you're writing HOW-TO information. My personal goal in writing isn't just to show you how to do something. I want to have fun doing it. I want YOU to have fun reading it! I want to teach with little bit of style and flare. I want words to have some ZIP to them! No, you don't have to be the Liberace of self-publishing. But you don't want your readers reaching for bottles of No-Doze and guzzling coffee to keep awake while reading your information products. You don't have to litter your product with "one-liners,"... but don't be afraid to be "human." Let other's catch a glimpse of the man or woman behind the words. The HOW-TO world is bursting at the seams with clones. Everyone copying the person next to them. Be yourself. Learn the art of writing by WRITING. If I told you how many words I type a day. I'd probably leave your jaw hanging. ************************************** PRACTICE, PRACTICE, PRACTICE Yesterday, I read an email sent by a friend. It read something like this; "I heard you got a new car. That's really good. Write back." - John Now, of course, you don't know John. But from the style of writing, you probably visualize him with a "soup bowl" haircut and a missing eyetooth. In other words, it isn't to hard to visualize a totally flavorless, vanilla guy. And yet, I can't tell you how many information products are written with a total "Vanilla flavor." Back in the old days (for those who remember) you used to buy ice cream in three flavors. Vanilla, Chocolate and Strawberry. Believe me, with so many Vanilla, Chocolate and Strawberry publications on the market, it isn't hard getting noticed when your selling "Chocolate Chip Cookie-Dough." Add a little bit of flavor to your words. It was upon this foundation that the highly successful Dummies Books were launched. Make no mistake about it, PERSONALITY SELLS. Let me say it again... PERSONALITY SELLS. It sells BIG. I have to be honest with you. My personality GREW as the result of my writing. I grew up a consummate "wall-flower." I was so bashful I didn't talk to too many people. Instead, I read. I read A LOT. Then, I started writing. And the more I wrote, the easier it became expressing myself. Both in print and in conversation. I'll be honest, writing booklets that sell is as much intuition as it is science. Take it from someone who sells a LOT OF BOOKLETS. Break out of the "See Spot Run" style of writing. There's nothing wrong with emulating the style of another person. Your inherent differences as an individual will make it impossible for you to be a replica (which the exception of being a "cheap replica") of someone else. Instead, you'll find your own style developing as a result of practice. Practice may not make you perfect, but it'll make a world of difference when it comes to the end product. - Jimmy Krug ***************************** -------Only $6.95 A Month-------- The Ultimate, Inexpensive, Mailing Server, Personalized Follow-up Machine & Autoresponding Powerful... And Super-Easy To Use... Only from Jimmy Krug http://www.worldresponders.com ***************************** OVER 1 MILLION BOOKLET SALES! 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