Done For You Resource Pack

“Done For You” Resource Pack
April Bowles-Olin
table of contents
BUILD A SUCCESSFUL CREATIVE BLOG
Welcome to Build a Successful Creative Blog! By the end of this course, you’ll
have the foundation to build a blog that works for you and your business,
brings in new leads 24/7 and is actually a lot of fun to work on.
DAY 1
Segment 1: Set Your Blogging Goals and Your Ideal Reader...............Page 3

Segment 2: Put the Fun Back Into Blogging and Best Practices..........Page 7
Segment 3: Developing Your Content Plan............................................Page 10
Segment 4: Distinguishing Yourself with Style and Voice.......................Page 16
DAY 2
Segment 1: Distinguishing Yourself with Style and Voice.......................Page 19

Segment 2: Copywriting 101....................................................................Page 33
Segment 3: Visuals for Your Blog..............................................................Page 35
Segment 4: Promoting Your Blog and Increasing Your Traffic..............Page 38
DAY 3
Segment 1: Your Email Newsletter...........................................................Page 45

Segment 2: Monetizing Your Blog............................................................Page 48
Segment 3: The Importance of Building Relationships..........................Page 50
Segment 4: Balancing Blogging and Life...............................................Page 52
EXTRAS
Plan Your Launch.......................................................................................Page 54

Reading List................................................................................................Page 55
Resource List...............................................................................................Page 57
2 © 2014 April Bowles-Olin

Tips to remember
YOUR BLOGGING GOALS
Keep in mind your “why.” Write it down and stick it on your computer. Or, type
it up and frame it above your desk.
Always think about how the content you’re creating will impact your readers’
emotions. How do you want them to feel when they leave your blog?
What lasting impression do you want to make on the world with your blog?
Use your blog’s “painted picture” to reverse engineer your goals. Re-do this
exercise at least once a year.
YOUR IDEAL READER
Numbers aren’t everything, but your ideal reader is.
When you know who you’re blogging for, it makes everything else easier:
writing headlines, planning your content, designing your site, promoting your
blog, etc.
You can use the “one person” technique that leads to deeper engagement.
When you focus on your ideal reader, you attract the right people for your
business (which makes price less significant).
Ideal readers don’t: complain about price, criticize your style, make excuses
about why they don’t have enough time to read your blog, grumble when an
email from you pops into their inboxes.
Ideal readers do: love your stuff, sit on the edge of their seats waiting for you
to publish another post, tell their friends about you, share your posts on social
media and their own blogs, get a little thrill every time you send out an email.
When you focus, you actually gain more readers and customers--not less.
Talk to real people and “stalk” your ideal readers online.

How to find your target market
People make this topic waaaaay too complicated, so I’m going to break it
down for you.
I can’t tell you how many times I receive emails from amazing creatives that
go a little something like this:
“I read blog post after blog post that tell me that I need to find my target
market, but I can’t find it! Help!”
You’ve heard this advice before, right? You know that you need to ‘find’ your
target market and get to know them better than your competition, right?
Well, often that’s where the advice stops.
No one pulls back the elusive velvet curtains to explain how to find your
target market, so you’re left feeling like the only kid on the playground that
doesn’t know the secret.
It’s actually quite simple.
Your target market is the group of people who will buy your products. It’s the
group that you direct your marketing at, because those are the people who
will hand over their credit cards to get your goodies. It’s basically your cus-
tomer pool.
Let me give you some examples:
1. You sell handmade, vintage-inspired wedding veils. You’d target brides-to-

be who are planning vintage-inspired weddings and appreciate handmade.
They want everything about their wedding to be unique and special. They
handpick each item carefully.
2. You sell handmade Christmas ornaments. You’d target women who cherish
Christmas and appreciate handmade craftsmanship. They decorate every
room in their houses and want their decorations to mean more to them than
the mass-produced stuff you find at Target. They shop on Etsy regularly and
give handmade presents they buy online and at craft fairs to their friends and
family for Christmas.

3. You sell personalized, at-home yoga lessons. One of your target markets
would be moms of young children who can’t leave their homes to go to the
gym because they don’t want to leave their kids. They want to lose their baby
weight, but they aren’t interested in hiring a trainer that’s going to yell at
them and make them do five hundred squats every session. They want
something that’s going to relax them, because they already have hectic
lives.
You see how this works? You don’t blindly pick your target market. You want
to think about who your product or service makes the most sense for.
And, that’s just the beginning. You need to narrow your focus once you get
the general idea of who you’re selling to. For instance, all the examples that
I gave above need to be more focused—that’s just the start. This is another
stage where entrepreneurs get stuck.
They know generally who they want to sell to, but they don’t know how to
narrow their focus without just coming up with random details. This happens
for a number of reasons including buying into one of the big target market
myths.
Myth #1: You can only have one target market.
Noooooooooo! This isn’t true. Most businesses have more than one target
market. I do. My target markets are different for my book, Marketing for
Creatives, and the individual consulting sessions that I offer. If you sell
different types of products {like modern and vintage jewelry}, then you’re
going to have more than one target market. If you sell at completely
different price points {like $20 prints and original art that starts at $200}, then
you’re going to multiple target markets.
Myth #2: People who aren’t in your target market won’t ever buy
your products.
If you’re freaked out about narrowing down who you’re selling to because
you don’t want to exclude people, stop freaking out right this minute. First, if
you sell to everyone, you sell to no one. I’ve learned this one from experience.
Second, just because you decide that you’re selling to a 20 to 25 year-old
woman who lives alone with her dog doesn’t mean that a 28 year-old
woman who’s married isn’t going to buy your products if they appeal to her.
But, you should market to the group who’s most likely to buy your products,
because it’s the best marketing strategy. Period.
Myth #3: Once you know your target market, you’re done.
Sorry, but you’re not. The best way to get more specific is to write out an
ideal customer profile {and usually you’ll have more than one}. Take your
more general target market information and turn it into ONE person. Your
ideal customer profile should be an in-depth bio of a potential customer.
Then, when you write your next product description, sales page, blog post
or email newsletter, write it as if you’re writing it to her. This will completely
change the way that you write and it’ll resonate with your target market so
much more. Try it and see how magical this is for your business.
Still stuck? I’ve got some more ideas for you:
1. Talk to your customers to get to know them. Yes, you read that correctly. I
want you to actually talk to your customers. I bet it’ll be enlightening.
2. Internet stalk your customers. Okay, stalking isn’t good, but this is the
harmless kind. Google your customers’ names. Check out their blogs and their
social media pages. You can learn so much about the people who buy from
you by doing this. Then, take that information and use it in your ideal
customer profiles.

Tips to remember
PUT THE FUN BACK INTO BLOGGING
Make the process fun. You need to enjoy the method as much as the out-
come.
Start where you’re at. Appreciate what you have.
You must be open to failure. It allows you to lighten up and not take yourself
so seriously. Those ideas that you think “Hmmmm, this might not work,” are
often the ones that you should try.
The perfectionist mindset prevents playfulness and imaginative thinking.
“Flow, according to Csikszentmihalyi, is a state in which one is immersed in an

experience that is rewarding in and of itself, a state in which we feel we are
one with the experience, in which ‘action and awareness are merged.’” -Tal
Ben-Shahar, Happier
To produce flow, the activity can’t be too hard or too easy, but it needs to
provide a challenge. You need to push yourself about 4% past your current
level of expertise.
Incorporate more of the stuff that causes you to feel flow into your blog.
Don’t fall into a rut. That becomes boring for you and your readers.
Always challenge yourself.
Think ahead. Scribble your next two topics on a post-it note and stick it on
your computer screen to keep them in your mind while you’re scouring the
web. Start Evernote categories for your upcoming topics, so you can easily
note things you find. Try to keep in mind your upcoming topics when
consuming books, posts, podcasts, videos, movies and magazines. Ask
yourself: How can I apply this idea or thought to my topic? It’ll help you think
about your topic in new ways and give you different ideas on how to
approach it.

Feeling stuck or stagnant? Change locations, play music, light a candle, brew
some tea or make some iced coffee, take a walk, experiment with a new
medium
Allow room for change. You’re constantly changing, especially as a creative.

You grow, learn new things, get inspired by new stuff. Give yourself permission
to move in different directions.
Secure your site. You know what’s not fun? Getting hacked! Back up your site
regularly. Change your password every few months. Update your site when
new updates are available. Use an anti-virus software on your computer. In-
stall a security plug-in. If you do get hacked, contact your hosting service.

Tips to remember
BEST PRACTICES FOR SUCCESS
The best way to learn about blogging is to blog. Start before you feel ready
You have to decide how much of your life you want to share. If I feel a bit
anxious before hitting publish, it’s almost always a good sign. If I don’t, if I’ve
played it too safe, those posts tend to fall flat.
In the beginning, don’t check your stats every day--check them monthly. Pay
attention to your most popular posts. Focus on doing your best and constant-
ly improving and the numbers will rise.
Never publish a post just because you think you should publish something.
Always remember that blogging is about more than publishing--it’s about en-
gagement, sharing and giving.
Do more of what works and less of what doesn’t.
Pay your dues.
Be someone worthy of following--worthy of fans.

Tips to remember
DEVELOPING YOUR CONTENT PLAN
Always choose quality over quantity.
Stick to your blogging schedule. Don’t let weeks or months go by without

posting.
You want obsessed readers. You want your ideal reader to feel like you’re the
ONLY blog that can deliver exactly what she wants.
Don’t hold on to your best stuff, afraid that you won’t come up with more.
Give it away and your blog traffic will increase, your engagement will swell
and your blog will thrive.
Keep a running list of topics so you never run out.
Schedule your content around your art. Your business comes first. Announce
new product lines, sales, exciting updates, craft shows you’ll be selling at, and
what you’re currently working on.
People buy from people and businesses they know, like and trust. Your blog
should give your readers a way to get to know, like and trust you.
Document your life and work. Keep a notebook of what you do, likes/dislikes,
what you accomplish. Scrapbook, sketch, include stories. Take lots of photos
of your creative process. Don’t forget to share this stuff on social media!
Look to other bloggers within your niche to find “hot” topics to blog about.
Add your opinion to the conversation with your own blog post. Look at blog-
gers outside of your niche for ideas that will be new to your audience. Check
out those bloggers’ comments for even more ideas.
These places are goldmines for topics: questions you receive via email, your
blog comments, your social media accounts, forums that your ideal readers
hangs out in.
Fill up your creative tank. Read books, blogs and magazines, listen to pod-
casts, watch videos and movies, go to local museums, travel, hang out with
friends and other creatives.
A mistake newer bloggers often make is trying to fit too much into one post.
Look at your list and pick a topic that can be broken down into subtopics and
break it down.
After you publish a blog post, ask yourself, “what else?” List all of the other
topics related to the one you just wrote.
If you have an urge to write about a specific topic, follow that urge. Those
urges often pop up for a reason and those posts almost always engage and
excite your audience. Just bump the post you have scheduled.

Blog post topic ideas
What you’re inspired by
Book review
Artists you admire
‘A day in the life of you’ through pictures and/or text
A compilation of posts
A playlist of music you listen to while creating
A happy customer story
Pictures of customers wearing or using your products
The biggest lessons you’ve learned while in business
The books on your bedside table or your favorite books from that month
The magazines your subscribe to
Your favorite websites and blogs
Your inspiration boards
The people in your niche who you admire
Your favorite people to follow on social media
Photos of your planner
Your fashion and style (this could be a regular column)
Your favorite beauty products
DIY projects
Some of your favorite recipes
What you collect and why—including pictures of your collections
A list of resources (example: 10 Great Etsy Shops to Find Mother’s Day Gifts)
The value your provide with your products or services—move beyond the
features
Your training—where you went to school, the courses you’ve taken, etc.
Explain something most of your customers don’t understand about your niche
Survey your readers
Your favorite blog posts (from other blogs) that month
Your favorite apps
Why your readers should follow you on Twitter
Why your readers should follow you on Facebook
Why your readers should follow on you Pinterest
Why your readers should follow you on Instagram
A list of your favorite DIY projects from around the web
A letter to your teenage self
Infographic
Interview someone (could be a written or video interview)
A list of things that make you happy
Contest
Share a poem
Something happening in the news

One of your big successes
One of your failures (readers love to know that you’re human and the
challenges you’ve overcome)
Pictures of where you live—your town or city
What you do when you’re frustrated and creatively blocked
Case study
25 things you love about art
Compare two masters in your niche
Photos of your studio
Photos of your trip to the flea market
Your goals
Your hobbies
Sketchbook or art journal pages
Artists who have influenced you
A list of your favorite quotes
Pictures from an art retreat or conference
Sneak peek of what you’re currently working on
Pictures of your art displayed
Giveaway
A charity that’s near and dear to your heart
The best art teacher you had in school
Your favorite color palette and examples of it in your work

Advice for young creatives
Start with a testimonial
Fashion trends
How to care for your jewelry, art, insert what you make here
Styling tips
Client or customer story

Tips to remember
DISTINGUISHING YOURSELF WITH STYLE
The design of your blog matters. You’ve got seconds to make a good first
impression.
It can be tempting to copy someone who’s doing well--a style that you really
like. No one’s attracted to a second-hand version of someone else. Plus, you
could be sued depending on how similar it is and if it creates confusion.
The blogs you’re attracted to say something about you. You can use that
when designing your blog. Instead of copying, figure out what you’re
attracted to and use the idea, matching it to your brand and style. Always
ask, “What do I REALLY love about this?” Use the concept. Use the theory that
you love and you won’t feel or look like a copycat.
Look outside of your niche for ideas that will be fresh for your audience.
Do you DIY your design or hire a professional? If you do it yourself, my

suggestion is to set up a self-hosted WordPress site. Select a theme that is as
close to what you want your site to look like as possible.
Why WordPress? It’s a free platform and hosting is inexpensive. You won’t feel
limited with templates--when it comes to design, the sky is the limit. You have
access to thousands of plug-ins.
The big design don’ts: dark background with light text, music that automati-
cally plays, huge chunks of text, two sidebars with lots of clutter, lack of
sharing buttons, hide the important stuff like your contact information and
where people can buy from you, an unattractive or hidden opt-in form, and
more than 2-3 fonts and colors.
Break the rules on purpose.
Be authentic, vulnerable and real and you’ll attract your ideal readers. We
can tell when you’re being phony.

What impression do you make?
Use this worksheet to ensure that you’re making the impression you want to
make for each of your sites: shop, blog, Pinterest, Facebook, Twitter, etc.
1. List all of your sites below and next to each one try to describe the first im-
pression that it gives off.
2. Are you giving off the first impression you want with your sites?
3. What changes do you need to make to give off the right first impression?
What specific steps do you need to take?
4. For all of the sites listed in number 1, what is the purpose of each for your
business? Is that clear?
5. Go to each separate page of your website and ask this question: What do I
want people to do? Have you made that obvious?

Website Checklist
You’re doing it right. You’re doing it wrong.
You’re using one to three fonts. You’re using more than three
fonts.
You’re using two to three colors. You’re using more than three
colors.
You’ve picked a distinctive font. You’re using a font that came

on your computer. You didn’t
pick something specific for
your business.
Your text is left-aligned. Your text is center-aligned.
You don’t have music playing You have music playing on

your site.
You break up text with headings, You have huge chunks of text
bolding, lists, and bullets. not broken up with headings.
You use lots of visuals and pictures. You aren’t using visuals and
pictures.
You make sure that all of your links are Readers have to hover over
obvious. links to know they are there.
Your products and services can easily Readers have to hunt for
be found. ways to give you money.
Your contact information is easily found. Readers have to hunt to find

your contact information.
Your sidebar is uncluttered. You’ve got lots of unimport-

ant and distracting things
cluttering your sidebar.

Tips to remember
DISTINGUISHING YOURSELF WITH VOICE
“When dopamine is present during an event or experience, we remember it;

when it is absent, nothing seems to stick.” -Martha Burns
Increase your reader’s dopamine by making your info new and exciting.
It’s already been said, so how do you differentiate? Combine two or three
ideas together. Use your unique voice. Use your stories (or stories you know
about other people, businesses or brands).
How to pick apart your posts: Read it out loud and fix the “I’d never say this”
parts (whenever you stumble, you know you need to rewrite). Include bits
of story whenever possible. Read each sentence critically and give it the
“friend” test. Get rid of cliches. Get detailed. Use bolding and italics to help
your readers hear the authentic ring of your voice. When you type a sen-
tence, we don’t always know what part you would emphasize if you were
speaking to us—instead of writing to us. Use this technique in special cases
when you want to spotlight a word or phrase.
Pay attention to every detail. Everything (tweets, Facebook updates, text in

the sidebar, thank you pages) should be branded and in your voice.
Start journaling. The more you write, the more you will develop and trust your
voice. Most of it won’t be good, but you’ll find jewels in your journal writing.
Don’t censor yourself.
When your writing feels stiff step away from the computer. Journal about the
topic first.
Record yourself talking about your topic. Use the actual words that you said
as a starting point.
Each blog post is a moment in time. You would write about that topic differ-
ently a week, month or year from now. Your mood, surroundings, knowledge,
and experiences affect your posts.

Journal topics
What’s the biggest challenge you’ve faced? You can focus on a personal or
business struggle.
If everything works out the way you want it to and your business becomes
your dream business, what would that look like?
Why do you do what you do? Why do you love it? What parts of your work
make your feel alive, enthusiastic, influential?
Write about your dream house. How many rooms? What’s in each room? Get
descriptive and detailed.
What would you do if you won the lottery?
What’s the story behind your name? Or, what’s the story behind your child’s
name?
If you had a superpower, what would it be? Why?
Write about your memories of the hospital.
Write about your most embarrassing moments.
Write about what you think your parents were like as kids.
Describe your fashion style.
What’s currently on your wish list?
Write about your favorite season.
Write about your least favorite season.
Write about a food that you hate.
Write about your elementary school lunches.
Write about a club you were a member of in high school.

Pick up the first book that you can find in your house. Open it up to a ran-
dom page. Close your eyes and point anywhere on those two pages. Open
your eyes and write down the sentence you’re pointing at the top of a blank
page. Write a story from there.
Go to your kitchen and pick a piece of fruit. Open your journal and describe
that piece of fruit with all five senses.
What television, movie, or book character are you most like? What traits do
you share? Why do you think you’re alike? What do you like about the char-
acter? What do you dislike about the character?
How has your business grown over the past six months?
What do you stand for? What are your top values? How do those values re-
late to your business? How can you add more of what you stand for into your
business?
What did you used to love doing as a child? Have you incorporated any of
that into your business and blog?
What’s a scary risk you’ve taken in your business?
What does happiness mean to you?
What does success mean to you?
Who’s your celebrity crush? Why?
Write about a pickle. Like an actual pickle.
Write about your first memory.
Write about your first crush. And, first boyfriend. And, first kiss.
Write about your favorite subject in elementary school.
Write about each and every Christmas, starting with the earliest you can re-
member.
If you could live anywhere, where would you live? Why?

Write about each and every birthday, starting with the earliest you can re-
member.
When were the most happy? What were you doing? Who were you with?
If you could have lunch with anyone, who would it be? Why?
Write about your weaknesses and strengths.
Write a detailed description of your best friend.
Write about the weather.
What are you currently upset or worried about?
Write about what your did this week.
If you were elected president, what would you do first?
Write your eulogy.
Write about a time you had to make a big decision.
Write about a time you lost your patience.
What are you worried about?
Write about your breakfast this morning.
Write about your best memories from high school.
Write about your worst memories from high school.
If you had to wear the same outfit for an entire year, what outfit would you
choose? Why?
Write about your favorite places.
What’s your favorite song? Why?
What are you jealous of?

Write about your favorite color.
Write about how you’re feeling at this exact moment.
Write about your first job.
Write about a dream you had last night.
If you could be someone else for the next 12 hours, who would you be and
why?
Write about how you like to spend a Sunday afternoon.
Pretend that Harvard has asked you to give a speech. What topic would you
cover? Write out your speech.
Write about your greatest fears.
List all of the items you couldn’t live without.
Write about your favorite items of clothes. What makes them so special?
What are your pet peeves?
Write about your favorite dessert. Use lots of descriptive words. Get detailed.
Write about a favorite summer in childhood.
What do people thank you for?
Write about the strangest people you’ve ever met.
What physical traits do you like most about yourself? What about least?
If you could actually live in a fictional world (from a book or movie), what
world would you choose? Why?
Write about the happiest people you’ve ever met.
Write a letter to someone you’re angry at.
Write a letter to someone you admire.

Write about the best gift you’ve ever gotten.
Write about your favorite toy from childhood.
Write about your favorite family vacation.
How would you spend your time if money wasn’t an issue?
What do you love to indulge in? Why?
What’s the biggest lie you ever told? Why you’d tell it? Would you do it
again? Why or why not?
What are your secret desires?
What’s the funniest thing you’ve ever witnessed?
What’s the funniest thing that’s ever happened to you?
What are the most important things to you that you can’t buy with money?
When were you the most surprised? What happened? Who was with you?
Write about your first dance.
Write about your biggest health issue/struggle.

personality-filled copy
No matter what, your copy needs to brim over with personality. If you do at
least that much, you’re going to attract people who get you, like you and
want to buy from you. Learn how to make your writing vibrant like a bowl of
Skittles, and you’ll engage new blog readers, email subscribers and
customers.
Let’s talk about how to do this.
I rate my own writing on three levels: boring, decent, or personality-filled. The

first draft is almost always boring or decent. To get it to the personality-filled
level, I’ve got to spend some time on edits, injecting my charming self into it
as I go.
Here are the thirteen ways that I take a blah piece of writing and
make it sing like Beyoncé. Use these tips to make your writing more
engaging and fun.
1. Drill down to the specifics.
This is my number one go-to when my writing feels humdrum. Take the words
and/or phrases in your sentences and make them as specific as possible.
Examples:
a) Start with: I walked to my car.
End with: With my hands jammed in my jeans pockets, I walked to my tiny

Volkswagen.
b) Start with: I’m not a coffee person.
End with: You know that dark, bitter liquid that sometimes resembles tar and
burns as it slides down your throat? Yep, I mean coffee. It’s not my thing.
c) Start with: This scarf is knit from an acrylic-wool blend yarn. It’s simple in
style and comfy to wear around your neck on a cold day. {I took this straight
from a product description on Etsy.}

End with: This burgundy scarf is hand-knit from an acrylic-wool blend yarn
that’s so buttery-soft you won’t be able to stop running your fingers over it.
The simplistic style lends itself to easily be thrown over jeans and a t-shirt or
something dressier like a shift dress and ballet flats when you’re racing out the
door on a chilly, fall day.
2. Turn it into a story.
If you spend a few minutes clicking on products on Etsy, you’ll find some
incredibly dull product descriptions that definitely don’t sell you on the
handmade merchandise. Rejuvenate your descriptions with story.
Example:
a) Start with: Bicycle kitchen towel is screen printed by hand with green ink.
The flour sack towel is indispensable in the kitchen. It is super absorbent and
dries glassware without leaving any lint. These flour sack tea towels are so
durable and hard working; they might make you want to stop using paper
towels! {I took this straight from a product description on Etsy.}
End with: The olive-colored bicycle adorning this towel is inspired by my

childhood bike that I used to ride to my best friend’s house daily. I screen-print
each tea towel by hand in my Brooklyn studio overlooking the bay.
Not only does this tea towel look cute, but it also works better than any
you’ve tried before. You know those bits of lint left on your glasses when you
dry them? Don’t worry. You’re not alone. They drive me crazy, too! You won’t
be bothered by them with this tea towel, because the flour sack used to
make them doesn’t leave any grime behind.
And, my four-year-old nephew has spilled more milk on my wood floors than
he’s managed to get in his belly. I immediately reach for one of these towels,
because they’re super absorbent, and I only need one. I no longer have to
buy paper towels, so these towels pay for themselves over and over.
3. Use metaphors.
A metaphor is a figure of speech in which a word or phrase uses one thing to

mean another, making a comparison of the two. Use them in your writing to
splash your personality on the page.

Examples:
a) Start with: My sister is smart.
End with: My sister’s a total brain.
a) Start with: I had another bologna sandwich for lunch.
End with: I choked down another sad bologna sandwich for lunch.
4. Use similes.
A simile compares two things to create a new meaning, usually using the
words “like” or “as.” I use these in my writing a little too often, because they’re
one of my favorite ways to add a little charm to a sentence.
Examples:
a) Start with: Her hair smelled good.
End with: Her hair smelled like a crisp fall day.
b) Start with: She was unfazed.
End with: Nothing could get to her. She was as cool as a swimming pool on a
spring morning.
5. Do a Q&A round.
When your copy feels extra stiff, you’re probably thinking too much. In school,
you were taught to write in a professional manner, and that won’t work for
your creative business. So, instead of writing, talk it out as if someone is asking
you questions and you’re answering them.
Record the audio or video. Then, take what you said and use it as the starting
point for what you write.
6. Add some drama.
Whenever you’re struggling to make your writing come alive, make it more
dramatic. Take it way over the top.

Examples:
a) Start with: I hate writing.
End with: I despise writing so much that I’d rather peel off my toenails and eat
them than spend an afternoon at my keyboard.
b) Start with: My ankle hurts.
End with: It feels like a giant hopped up and down on my ankle, shattering it
into millions of pieces.
7. Explain it to a five-year-old.
Is your problem that you get way too technical when you’re writing about
your business? Maybe you’re explaining how you dye your yarn in a way
that’s so boring it induces narcolepsy in your potential customers? If so,
re-write the sentence as if you’re writing it for a child to understand. You may
need to dress it up afterwards, but it’ll be a good start.
8. Use your five senses.
This is another favorite of mine. You can make any story or blog post more
engaging if you use more of your senses.
Examples:
a) Start with: I journaled in the park.
End with: The sun warmed my back and a toddler giggled in the background
as I journaled in the park today.
b) Start with: The old bookstore felt like home.
End with: When I walked into the small, dusty bookstore, the sweet scent of
blueberry muffins reminded me of my childhood home.
9. Use the thesaurus.
I know that some writers would frown upon this advice, but I don’t give a
hoot. I depend on my dog-eared thesaurus every time I sit down to write.
When you can’t think of the right word or you’re trying to be more specific,
look it up in a thesaurus.
Examples:
a) Start with: I walked to the door as quietly as possible so I wouldn’t wake the
sleeping baby.
End with: I tiptoed to the door, so I wouldn’t wake the snoozing baby in the
next room.
b) Start with: I approached the house.
End with: I approached the quiet cottage.
10. Think of similar things and go a step further.
This one is tough to explain, but here we go. Let’s say that you’re starting with
a boring sentence like, “He knocked on the door.”
Think about the word knock. What does it remind you of? Banging, pounding,
beating, drumming, etc.
Take one of those words and expand on it. Let’s take drumming. Famous
drummer, Ringo Starr, little drummer boy, etc.
Use one of those words or phrases in your sentence. That turns it into, “It was
like he was Ringo Starr the way he beat on my door.”
11. Swap the verb.
One of the easiest ways to give your writing a little more personality is to use a
verb that’s more specific or unusual.
Examples:
a) Start with: I moved paint across the canvas.
End with: I swiped paint across the canvas.
b) Start with: I picked up the toy poodle.
End with: I hoisted the toy poodle into my arms.

12. Switch to active voice.
With active voice, the subject is doing the action. With passive voice, the
subject receives the action. By changing a sentence from passive to active
voice, you can make a huge difference to your writing.
Examples:
a) Start with: I was bitten by a snake.
End with: A snake bit me.
b) Start with: We were invited to a house-warming party by our neighbors.
End with: Our neighbors invited us to a house-warming party.
13. Exterminate clichés.
Nothing dulls your voice like clichés. Whenever possible, avoid them like the
plague. {Ha! You like how I just used that cliché? I know…I’m hilarious!}
It’s easy to use clichés when you’re writing a first draft. And, that’s okay.
We all get caught in those mousetraps. But, when you edit your writing, you
should change each cliché into something more you.
Reread the last product description, blog post or mass email you
wrote. Does it pass the personality test? If not, massage it a little until
it shifts from ordinary to fascinating.

Study other bloggers
Pick a blog that you absolutely love to read. One that makes you
laugh and possibly cry. One that you always check for new content.
Name of the blog and blogger:
Pick a post to study. Title of the post:
What about this title works so well? Why would it make you click if you saw it
on social media?
Write down the intro paragraph word-for-word:
What about this intro paragraph works really well? Does it make you want to
keep reading? Why?

Read the rest of the post carefully and note the following:
Metaphors:
Descriptive details:
Stories:
Words that you love:
Your favorite parts and what you loved about them:
Any parts that felt boring and why they don’t work very well:
Any sentences that you didn’t like or stumbled over and how they could’ve
been written better:

Tips to remember
COPYWRITING 101 and BEYOND
Headlines are incredibly important. If no one clicks on your blog post, it

doesn’t get read. It has one purpose: get them to read the opening.
According to Copyblogger, 8 out of 10 people read headlines, but only 2 out
of 10 will read the rest.
Tips for writing catchy headlines: Use the word “you.” Use curiosity-provoking
language like: secrets, tricks, never-before-seen, first ever, new. Tell them what
benefit they’ll get from reading (Example: You’ll Never Yell at Your Kids Again
with this Calming Trick). Keep your ideal reader in mind. Ask a question
(Example: Do Your Customers Want You to Shut Up--Or Keep Talking? credit:
Ashley Ambirge).
Always brainstorm at least five headlines before choosing one.
Types of headlines that work: direct, news, how-to, fear or scarcity, command
and lists.
Start a swipe file. Every time you stumble across a headline that grabs your
attention, add it to your swipe file. Use this for inspiration.
Another trick: Use magazines. Change magazine headlines to fit your topics.
Next step: Write an opening that keeps them reading.
Tips for writing your opening: ask a question (this provokes curiosity), tell a
story use phrases like: imagine this or picture this, share a quote (use someone
recognizable), use a statistic (one that startles your audience), use a
customer/reader question (this shows you’re paying attention and you’re
using her language), share the benefits of reading the post, start with a
controversial statement (everybody loves drama), state a problem (example:
I’m completely bored with my blog posts.)
We learn via story. We remember them. We share them. They sell.
If there’s a story, tell it. We all enjoy stories, but we’re not good at writing
stories. You’ve got to practice and read good stories, dissecting them for
what makes them entertaining.
Details make a story come alive, so that the reader can actually “see” it hap-
pening in her mind. Record details around you, from your life and your stories.
Stuck on how to start a post? First, think of a relatable story.
Big chunks of text are a huge turnoff. You should break things up much more
online than you would for print. Use headings, subheadings, bolding, lists, bul-
lets, etc.
Include a call-to-action. What do you want your readers to do? What’s the
next step?
Keep readers on your site by interlinking posts within your posts.
Avoid the lawyer trap: Lawyers tend to use the longest words possible and
confuse the heck out of anyone who isn’t in the legal profession. Ever tried
reading the fine print? You want to yell, “Say this like an actual human,
please.”
Always edit. And, then edit again. And, again.
Do an edit as your ideal reader. Pretend you are her reading your work.
(where do you need more clarification, what bores you, what excites you)
Do an edit as if someone you admire will be reading it. (Suggested by Coral

Lee from Creative Women’s Business)

Tips to remember
VISUALS FOR YOUR BLOG
High-quality images are expected. They reflect on your brand. If you used
correctly, they’ll deepen your brand’s identity and cohesiveness.
These are your options: take your own photos and create your own visuals,
hire someone to take photos for your brand, purchase stock photos, or hunt
for professional-quality photos that are creative commons and can be used
for commercial use.
Hiring someone to take your photos is often expensive. And, you have to wait
for someone else every time you think of another photo you want to use.
Stock photos are less expensive, but they aren’t created for your brand.
However, they can be a decent option.
Death to Stock Photography is the only stock photography option that I’ve
ever really loved. It’s FREE!
Using free, creative commons photos can consume hours of your time,
especially if you don’t settle.
In my opinion, at least taking some of your own photos is the BEST option. But,
you do have to commit to learning about photography.
Use your photos to further develop your brand and blog. As you experiment
with photography, you want to develop your own style. This often happens
naturally.
You don’t need a DSLR (digital single-lens reflex) camera. For the first couple
years, I used a $150 point-and-shoot and my photos were beautiful. You can
do a lot with a little.
All you absolutely need: a camera, backgrounds for your photos, a piece of
white foam poster board, photo editing software, natural light.
You might also want a tripod. Many photographers swear by them. I use one
about 5% of the time, because I like to move.
Tips for improving your photos: choose attractive, yet not distracting,
backgrounds like: wood palettes, white poster board, neutral fabric like
burlap, scrapbook paper, vintage windows.
Find the right light: Light is your best photography friend. Next to a window or
glass door or outside in the shade. Diffuse the light if needed. Adjust the light
settings on your camera.
Take photos at all different angles when photographing an object. Get down
on it’s level, stand above it, move to the side.
If you keep getting blurry photos, use a tripod. It will help. You have to have
steady hands if you don’t use a tripod.
Take LOTS of photos--many more than you think you need. I often take 50
photos for every one that I actually use.
Read your camera manual. Get to know it. It’s not fun. But, it makes a big
difference.
Build a daily photo habit. Take photos of your life each day or, at the very
least, every week. Categorize them for easy access.
You MUST edit your photos. You can use something free like PicMonkey or
upgrade to Lightroom or Photoshop.
If you use a photo of someone wearing or using one of your products, she
needs to look like your ideal customer.
Consider other visuals: infographics, visual quotes, vector Images, look to

magazines and other blogs for inspiration.

places to find visuals
Make sure you ONLY use photos with a creative commons license and to
make sure that you give credit when that’s part of the license.
Death to Stock Photography
Compfight
Flickr
PhotoPin.com
FreeFoto
Public Domain Pictures
Stock.XCHNG
PhotoRack
GettyImages
ShutterStock
morgueFILE
Dreamstime
Pixabay
FREE TOOLS TO CREATE INFOGRAPHICS:
Piktochart
Visualize.me
Easel.ly
Visual.ly
Tips to remember
PROMOTING YOUR BLOG AND INCREASING YOUR TRAFFIC
Blogging gives you an inexpensive way to share your work, story and
creations with the world. You’re not limited by where you live, how much
money you have and who you know. But, it won’t work to just build it--they
won’t come.
You’ve got to have a marketing plan. You have to set aside time for
marketing and promotion. Unless you’re cool with only your mom reading
your blog.
SEO: Search Engine Optimization is basically, how you rank on search engines
like Google. I use the plug-in Scribe, so I don’t have to think too much about
this stuff. What counts: keywords, user engagement, referral traffic from
websites and social media, high quality features and guest posts.
If you want higher user engagement and sharing, don’t make visitors sign in to
comment. Only request the name and email with the option to add their site.
Many blogs, websites and magazines are looking for great content for their
publications--they’re looking for creatives like you.
Succeed with social media by: picking the right platforms, being someone
worth following, selecting what you share, giving more than you take,
matching your branding visually
What are the right platforms for you? 1. It fits your brand and type of business.
2. Your ideal reader hangs out there often.
Succeeding on Pinterest:
Pin often (50-100 times a day on a good day; 5-10 on a day that you don’t
have a lot of time). Plan specific categories (ones that will attract your ideal
reader). Vertical images rule. Curate your content (should reflect your brand
and style). Only follow people who match your style (only people you follow
show up in your stream). Follow your competitors (their content is the type of
content that your audience is attracted to). Grow your boards to at least 100
pins (300-1500 is even better). Drive traffic back to your site. Pin something of
yours once for about every ten other pins. Use hashtags and use keywords in
your picture descriptions.
Succeeding on Instagram:
Show your world, life, biz in progress. Give your followers an inside look. Use
#hashtags to be found. Don’t automatically link to Twitter or Facebook. Get
creative with how you promote your biz and blog.
Succeeding on Facebook:
Post regularly (at least once a week, but a few times a week or daily would
be better). Don’t always post about products. Sell and promote without
“selling.” Always include a photo. Reply to your comments. Separate your
business and personal pages. Avoid the whole “if you like my page, I’ll like
your page” nonsense. Don’t automatically link to Twitter (tweets get cut off).
Boost the posts you want the majority of your followers to see. Use Facebook
ads wisely. Schedule your posts when needed. Do NOT ask followers to share,
like or comment (currently Facebook doesn’t like this). Drive Facebook likes
back to your blog and shop. Facebook constantly changes it’s algorithms, so
stay up to date on what works best.
Succeeding on Twitter:
Be social. Start conversations, add to conversations, answer questions, reply

to tweets. When replying or retweeting don’t start with @ and the person’s
handle unless you only want the people who follow BOTH you and her to see
the tweet. Post when your ideal customer is active. Schedule tweets (I use
Hootsuite). Say the same thing more than once in a different way. Track what
people are saying about your brand. Follow people you find interesting and
that you admire. Follow your repeat customers. Don’t follow too many people
at once. Do NOT ask people to follow you back. Do NOT buy followers
Promotional posts should be a small percentage (25% or less).
Stumped on what to share on social media? Pick one thing from your work
that day and share it.
If you talk about a company or artist in your blog posts, let them know on
social media. Send them a tweet, post on their Facebook page, or send an
email. They might share it!
Ask your readers to share your content. Include social sharing buttons with
each post, so it’s easy.
More than anything, publish posts that ignite conversation and engage your
ideal reader. Make her think, “I have to share this!”

Making Your pitch
Use this worksheet to brainstorm sites for interviews, guest posts and features
and to prepare your pitch, so it’s more likely you’ll get a “YES.”
1. Do you have the following things in place?
• Stocked shop
• Professional-quality pictures of your products
• Professional looking website/blog/shop
• An email newsletter opt-in
• Professional-quality picture of yourself
2. Start brainstorming places to pitch your work. First, what blogs, websites,
and magazines do you enjoy reading? Second, what blogs, websites, and
magazines do your ideal customers enjoy reading?
3. Below, list places that your competitors have been featured.
4. Out of all the places listed above, pick one to start with and write it below.
5. Does that blog/website/magazine have a specific way they like to receive

pitches?

6. Do some research. What’s the name of the person you’re going to be
pitching to? What topics have recently been covered? How can you make a
personal connection?
7. What type of pitch are you going to make—feature, interview, guest post?
8. Time to write your pitch. Keep it short and make it personal.

Word-for-word pitches
Landed a guest post on Design*Sponge:
Hi Stephanie!
Over the past year, the biz ladies posts have been invaluable to growing my
business, and I’d love to contribute with a guest post, “How to Entice Your
Blog Readers to Buy Your Products.” One big problem I see in the creative
community is that creative entrepreneurs build blogs that don’t lead to sales.
And, I’d like to help creative people fix this problem.
Just so you know that I’m legit: I’ve been interviewed on BlogcastFM for
growing a one month old blog from 20 readers to over 800 readers, two of
my posts have been featured on the Etsy Success Reading List, and I’ve had
three posts {including one guest post} featured in the Etsy newsletter.
Please let me know if this is something you’d be interested in or would like to

hear more about. I can have the post ready in 2 business days if you’re inter-
ested. Thanks so much for your time.”
April Bowles-Olin, Blacksburg Belle
Landed a guest post on Blacksburg Belle:
Hi April!
Hope you’re doing well!
I’m getting together my editorial calendar for the month and I would love it if
you’d consider letting me include a guest post on Blacksburg Belle on my to-
do list. I have a couple of topics for you to consider: 10 Things About Your Site
That Will Make Me Cringe, The Art of Client Gifting, The “Whys” and “Hows” of
Hiring an Assistant.
If you’re interested, I can have whichever one you choose (or if you have a
request you think I can undertake) ready for posting by the end of the week.
Talk soon!

Sample pitch for a feature:
Hi Mary!
I absolutely loved the feature you did on Carrie of Control Freak Knitting two
weeks ago. The behind the scenes images of her studio were gorgeous--they
inspired me to do a little organizing in mine.
I’m writing because I think my products would be a good fit for your audi-
ence. I’d love if you’d consider featuring my business. Just to give you a little
background, I’m a mom of three who would much rather stay at home mak-
ing organic bath products until midnight than work a day job. I’m all about
making my products as environmentally-friendly as possible--this is something
my customers seem to love.
I know you’re probably super busy, so I’ll keep this short and link to my about
page and shop in case you want more information. I hope to hear from you
soon.

Tips to remember
YOUR EMAIL NEWSLETTER
The first step to monetizing your blog is through your email newsletter.
Why email newsletter? You control it (unlike social media). If necessary, you
can download your subscribers and move to another platform. It’s the best
form of communication no matter what you sell. Almost everyone reads their
email (many read it daily).
The absolute worst mistake bloggers make is not having an email newsletter.
Software Options: AWeber, MailChimp, Mad Mimi, Constant Contact, Infusion-

Soft, Ontraport
Your opt-in is very important. It needs to be visually attractive. And, you need
to give your readers a reason to hand over their email addresses.
Don’t call it an email newsletter.
Opt-in offer ideas:
Free shipping
A discount on their first purchase
Flash sales
Loyalty program (give your loyal subscribers special discounts, first access to
limited products, etc.)
Subscriber-only sales
An ebook
A checklist (Example: 20 Shots Every Couple Should Get on Their Wedding
Day)
Free video training or webinar
Free trial of your product/service
Desktop paper or screensaver (great for a web designer or surface designer)
Live workshop or event (especially if you want people who live locally on your
list)
Free birthday treat
Access to a quiz or quiz results (Example: See how much you should expect to
spend on your wedding day photography.)
Access to a member-only forum or discussion board or Facebook group
Workbook (example: this course!)
List of resources
A sample-sized product (they pay for shipping)
A free book (they pay for shipping)
Contest (Example: You pick one winner every month from your list of
subscribers for one of your products. Needs to be a quality product--some-
thing people actually want.)
Your opt-in offer should appeal to your ideal reader.
In your email newsletter, announce what’s happening in your business: what

you’re working on, sales, art or craft shows, new products and services. Use
your blog content. It doesn’t need to be all new content (and it probably
shouldn’t).
How to get subscribers to open your emails: It’s all about the headline and
the opening--just like in your blog posts. Consider headlines that inspire you to
open and read immediately (why is it so appealing and intriguing).
Examples of great headlines:
Are you peeing in the sea of sameness? (Ashley Ambirge, The Middle Finger
Project)
This text message blew my mind (Marie Forleo)
Why I’m deleting my email list (and what I’m building instead) (Derek Halp-
ern)
Just when I needed a miracle...this came (Kris Carr)
My most popular headlines:
The future of Blacksburg Belle

The secret to how I actually reach my goals
101 ideas on how to inject more creativity into your daily life
10 social media don’ts
The secret is OUT!
A special invitation for you
Behind-the-scenes: How I use Facebook to market my business
My photography setup
My secret photo editing tool
Can you make a living from blogging?

How often should you mail out? It depends on your brand/business. Once a
week is the most popular choice (at least twice a month).
Experiment with day and time. When do you get the highest open rate?
What’s the best day and time for your ideal reader?
Set expectations for your subscribers. If you’re mailing out daily, your subscrib-
er needs to know this when subscribing. Let them know what kind of content
you’ll be sending. Stick to what you say you’re going to do.
Less is more.
Include one call-to-action. Your subscribers are busy. They’ll get overwhelmed
if you’re trying to get them to: like your Facebook page, comment on your
blog post, watch a video on YouTube, reply back to you, and check out your
Pinterest boards. Pick one thing you want your readers to do and make it ob-
vious.
Segment your list if it makes sense. You don’t have to have one big list. If you
have multiple ideal customers, you’ll probably need more than one list. Use
this to promote specific products and services.
Besides your main opt-in, you’ll want to put opt-in boxes in other places:
Your about page

At the bottom of some posts
Your FAQ page
Check your stats. Do more of what works and less of what doesn’t.
Email newsletter don’ts:
Add people who haven’t given you permission.

Include 87 different items and actions.
Get hung up on unsubscribes.
Make it hard to unsubscribe.
Depend on your images loading.

Tips to remember
MONETIZING YOUR BLOG
What kind of blog do you want? 1. Readers that are focused on YOUR
products. 2. Readers that are focused on other peoples’ products.
You want your products and services to be the center of attention. But, you
don’t want to sound like a used car salesman who ONLY cares about the
sale.
At the beginning or end of the post, sell. Example at beginning of post: In my

workshop, Build a Successful Creative Blog, I teach creative entrepreneurs
everything they need to know to create a blog that sells their products for
them. But for today, I’d love to show you how to develop your unique
blogging voice. Example at the end of a post: I hope you enjoyed this post
on how to create your own gallery wall in a small space. I’ve linked to all the
pieces (including some of my own) below in case you want to add them to
your collection.
As soon as you start working on a new product line or service, start talking
about it on your blog and on social media. Don’t wait until you’ve finished. It
takes multiple touches before someone buys. Prime them to buy as soon as
you release it.
Importance of social proof: We want what others have and want. We’re
constantly swayed by others. Think about your shopping habits online--do the
reviews matter?
Use testimonials from happy customers--in your blog posts, on your press
page, on your sidebar, in your product descriptions--the more, the better.
Testimonials are best if: 1) They’re from someone we know 2) A picture is
included 3) It includes a story. We want specifics. Ratings only are the least
persuasive.
Start asking for testimonials or sending out quick surveys. Check your emails
and social media for testimonials. Ask specific questions to get GOOD
testimonials like, “What did you like most about xyz?” and “Would you
recommend xyz to a friend? If yes, why?”

When blogging about your products and services, it’s important that you
focus on benefits. What is your customer really buying? What emotional value
are you providing?
What’s the story the customer creates in her head before buying? Use this
information in your blog posts and product descriptions. Know the objections
and address them. Use testimonials to refute objections.
Use scarcity when it makes sense for your business.
“Showing a limited quantity in stock, or a limited time frame that something is

available, invokes scarcity. Scarcity motivates us to act.” -Susan M.
Weinschenk, Neuro Web Design
When you only have a limited number of something (consulting spots, limited
edition prints, necklaces), let your readers know!
Other ways to monetize: membership programs (weekly clipart club,

weekly interviews, yarn of the month club), information products (knitwear
and sewing patterns), consulting (photography, life coaching), speaking
(craftcation, Alt Summit, art retreat), affiliate sales (amazon, specific products
like B-School), book deal (book teaching your craft)

Tips to remember
THE IMPORTANCE OF RELATIONSHIPS
Why go it alone if you don’t have to? It’s not worth it.
If you focus on relationships, you’ll grow your traffic much faster. It means
more when someone else says good things about your business/blog than
when you do.
Take advantage of every opportunity. You never know where they might
lead.
The people you “hang” with online influences the way people see your
brand.
Connect on social media, by leaving comments on their blogs, via email,

asking to chat on Skype. You could also interview her for your blog or guest
post on her blog.
Move your relationships offline. Meet in person. Meet at a conference or art

retreat that you both want to attend. Attend a workshop, retreat or confer-
ence where she is speaking or teaching.
Always consider how you can give to the other person--not just what you can
get from them. The more you give, the more you’ll get back.
Find your “people” and hold on tight.
Always give credit. Always. Include a link if online.
Share other peoples’ products and services that you love. Think about how it
makes you feel. Create that feeling for someone else.
Relationship building don’ts:
Don’t ask people to follow you back

Don’t ask for favors in public places (like on Twitter)
Don’t get upset if someone doesn’t respond
Don’t feed the trolls
Dealing with criticism: The more popular your blog becomes, the more crit-
icism you’ll receive. Delete negative, non-constructive comments. Don’t
spend time worrying about the mean stuff.
Don’t forget where you began. As you grow, try to remember what it was
like in the beginning. Help others. Answer their questions. Continue to give as
much as you get.

Tips to remember
BALANCING BLOGGING AND LIFE
You have to prioritize blogging. It has to be a commitment like everything else

in your business.
Your blog reflects on your brand and business.
If you really want it, you’ll find the time.
We all have excuses.
Don’t aim for perfection. At the end of each day, ask yourself, “Did I do one
thing (no matter how small) to get closer to my goal?” If yes, you’re doing
good. Keep a record to review your progress.
My best advice: Do your creative work first! It’s easier to focus. Our willpower
reserves decrease as the day goes on. It’s easier to make excuses later in the
day.
If you build blogging habits, it’ll come much easier to you. You don’t have to
continuously make the decision to do it, you just do it.
“Establishing and keeping a routine can be even more important than having
a lot of time.” -Austin Kleon, Steal Like an Artist
Some people believe you have to separate work and non-work time. I dis-
agree. Much of my work bleeds into my life--mostly because I love it. It makes
blogging easier.
Often you can take life moments and use them for your blog. Examples: Ins-
tagram photos, recipes, DIY project with your kids, asking your readers to help
you pick your glasses, posting art journal pages.
This does not mean you should always be working. You definitely need “you”
time and “family” time. Pick and choose moments you can use.
Set a specific column or theme. This can help you to quickly generate con-
tent. Creativity thrives with some limitations. Examples: recipe on Mondays,
photos from your creative work on Fridays.
When you’re blogging, close everything else: email, Facebook, Pinterest, Twit-
ter. You need to focus, to work deeply and be entranced. You’ll be amazed
at: 1) how much you get done in a short amount of time 2) how much better
your work will be.
As you grow, you’ll receive more emails, interview requests, guest posting
offers, questions on social media. When this becomes too much, you have to
limit it. Say no to everything that isn’t a complete YES! Say no with profession-
alism and gratefulness. When someone asks to pick your brain, send them to
your consulting sales page (if applicable). Another option: start a FAQ page
and direct lots of people there. Designate specific times to answer emails,
and do as much as you can during those times. Same with social media--
don’t allow it to take over.
Hardly anyone says, “I get my best ideas when I’m sitting at my computer.”
Leave email and social media behind every once in a while and come back
refreshed and inspired. Find time to daydream, allow your mind to wander.

Plan your launch
Use this worksheet to plan your next product or service launch.
1. What product or service are you currently working on?
2. What are you going to do to build up excitement before releasing your

new product or offering your new service?
3. How are you going to use social media to build excitement?
4. How are you going to use your blog to build excitement?
5. How are you going to use your newsletter to build excitement?
6. How are you going to leverage other people’s audiences?
7. What are you going to do for your launch that is creative and out-of-the-
box?

reading list
Below you’ll find the books and blogs I recommend if you want even more
information on a specific topic.
GOAL SETTING
Switch by Chip and Dan Heath (This book will change your life.)
The Willpower Instinct by Kelly McGonigal
The Desire Map by Danielle LaPorte
CREATIVITY
Steal Like an Artist by Austin Kleon

The Creative Habit by Twyla Tharp
PHOTOGRAPHY
A Beautiful Mess Photo Idea book by Elsie Larson and Emma Chapman
Extraordinary Everyday Photography by Brenda Tharp and Jed Manwaring
Plate to Pixel by Helene Dujardin
Beyond Snapshots by Rachel Devine and Peta Mazey
MARKETING
Marketing for Creatives by April Bowles-Olin (Find it on blacksburgbelle.com)

Show Your Work! by Austin Kleon
Neuro Web Design by Susan M. Weinschenk
Yes! 50 Scientifically Proven Ways to Be Persuasive by Robert B. Cialdini
Made to Stick by Chip and Dan Heath
Fascinate by Sally Hogshead
Different by Youngme Moon
heartmadeblog.com
marieforleo.com
melissacassera.com
SOCIAL MEDIA
amyporterfield.com (especially for Facebook marketing)

socialmediaexaminer.com
COPYWRITING
Words that Sell by Richard Bayan

The Copywriter’s Handbook by Robert W. Bly
themiddlefingerproject.org
copyblogger.com
nikkielledgebrown.com
WRITING
Still Writing by Dani Shapiro

Writing Down the Bones by Natalie Goldberg
WORK-LIFE BALANCE
Do the work by Steven Pressfield

Turning Pro by Steven Pressfield
The War of Art by Steven Pressfield
The Accidental Creative by Todd Henry
168 Hours by Laura Vanderkam
whenigrowupcoach.com

Resource List
All resources (books, people, blogs) mentioned in the workshop:
BOOKS
Drive by Daniel H. Pink

Show Your Work! by Austin Kleon
Double Double by Cameron Herold
Poke the Box by Seth Godin
Happier by Tal Ben-Shahar
Steal Like an Artist by Austin Kleon
Still Writing by Dani Shapiro
The Brand Gap by Marty Neumeier
Writing Down the Bones by Natalie Goldberg
Cashvertisting by Drew Eric Whitman
Neuro Web Design by Susan M. Weinschenk
Do the Work by Steven Pressfield
Switch by Chip and Dan Heath
Imagine by Jonah Lehrer
BLOGS AND WEBSITES
Blacksburg Belle
The Unmistakable Creative
The Middle Finger Project
Copyblogger
A Beautiful Mess
Heartmade
When I Grow Up Coach
Jessica Swift
Studio Jewel
Creative Women’s Business
Marie Forleo
Uncommongoods
Social Triggers
Connecting the Gaps
Old Navy
Melissa Cassera

Spool No. 72
Gabrielle Bernstein
Erin Giles
Free People
Rue La La
Amy Porterfield
Kelly Moore
PEOPLE
Sage Grayson (life editor at sagegrayson.com)

Will Shortz
James Cameron
Steven Kotler
Mayi Carles
Michelle Ward
Kris Carr
Jessica Swift
Steve Jobs
Martha Burns
Alexandra Franzen
Lisa Lehmann
Joshua Glenn and Rob Walker (story experiment)
Coral Lee
Amy Porterfield
Derek Halpern
Srinivas Roa
Seth Godin
Jonathan Haidt
OTHER RESOURCES
Evernote
WordPress
Bluchic Themes
Angie Makes Themes
Death to Stock Photography
Pinterest
Instagram
Facebook
Twitter
AWeber
MailChimp
Constant Contact
InfusionSoft
Ontraport
craftcation
Alt Summit
B-School

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Segment 1: Set Your Blogging Goals and Your Ideal Reader...............Page 3

Segment 1: Distinguishing Yourself with Style and Voice.......................Page 19

Segment 1: Your Email Newsletter...........................................................Page 45

Plan Your Launch.......................................................................................Page 54

2 © 2014 April Bowles-Olin

YOUR IDEAL READER

Numbers aren’t everything, but your ideal reader is.

Talk to real people and “stalk” your ideal readers online.

3 © 2014 April Bowles-Olin

It’s actually quite simple.

Let me give you some examples:

1. You sell handmade, vintage-inspired wedding veils. You’d target brides-to-

4 © 2014 April Bowles-Olin

Myth #1: You can only have one target market.

Still stuck? I’ve got some more ideas for you:

6 © 2014 April Bowles-Olin

Start where you’re at. Appreciate what you have.

The perfectionist mindset prevents playfulness and imaginative thinking.

“Flow, according to Csikszentmihalyi, is a state in which one is immersed in an

Always challenge yourself.

7 © 2014 April Bowles-Olin

Allow room for change. You’re constantly changing, especially as a creative.

8 © 2014 April Bowles-Olin

Do more of what works and less of what doesn’t.

Pay your dues.

Be someone worthy of following--worthy of fans.

9 © 2014 April Bowles-Olin

Always choose quality over quantity.

Stick to your blogging schedule. Don’t let weeks or months go by without

Keep a running list of topics so you never run out.

11 © 2014 April Bowles-Olin

Artists you admire

‘A day in the life of you’ through pictures and/or text

A playlist of music you listen to while creating

A happy customer story

Pictures of customers wearing or using your products

The biggest lessons you’ve learned while in business

The magazines your subscribe to

Your favorite websites and blogs

Your inspiration boards

The people in your niche who you admire

Your favorite people to follow on social media

Photos of your planner

Your fashion and style (this could be a regular column)

Your favorite beauty products

Survey your readers

Your favorite blog posts (from other blogs) that month

Your favorite apps

Why your readers should follow you on Twitter

Why your readers should follow you on Facebook

Why your readers should follow on you Pinterest

Why your readers should follow you on Instagram

A list of your favorite DIY projects from around the web

A letter to your teenage self

Interview someone (could be a written or video interview)

A list of things that make you happy

Something happening in the news

13 © 2014 April Bowles-Olin

Pictures of where you live—your town or city

What you do when you’re frustrated and creatively blocked

25 things you love about art

Compare two masters in your niche