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I am working on a piece for a holistic health and wellness facility and find that this is more difficult than writing about the recent face transplant surgery or telling the story about living legend, nurse Gail Russell. Sure, this is a story like all the rest but there are some twists and turns here that add to the complexity.
How do you position a group of healthcare professionals who are trained in Western medicine but steeped in Eastern healing practices? Sounds like the best of both world but one challenge is making the services they offer make sense to the target market they are trying to reach — educated, affluent men and women who are looking for ways to get healthy and skeptical of anything smacking of “new age.”
As with most of my assignments, I am starting with research – demographic and psychographic. Who are these people? What healthcare challenges are they facing? How do they view Complementary Alternative Medicine (CAM)? What message will resonate with them and move them to use this group of highly-trained professionals?
Early research on Google Ad Words shows there is a real need for these services in the Pennsylvania – Delaware – Maryland area. Now it is just a case of digging and figuring out what to say to whom about everything from stress and anxiety management to cranial sacral manipulation, to energy healing and self-hypnosis.
I HATE it when I have to write around work…but like most writers, I have a full time job to pay for my full time but low paying passion — the job of writing!
Sometimes I start work at 5:00 AM and don’t get back to my home office until 7:00 or 8:00 PM. By the time I plop down in my favorite chair, I can’t even string words together in a coherent sentence. So how do I keep my creative writing pencil sharpened? I cheat, sort of.
I keep a small, digital recorder with me at all times and during my long commute — sometimes it takes me 2 hours to get home — I consciously push my brain in the direction of a writing project that I need to work on but can’t seem to get to. Amazingly, after just a few minutes of thinking about the topic, article or story, words seem to flow from me. I have written pages of my tween novel while driving!
Has your work ever gotten between you and writing? What tips and tools have worked for you?
Monday morning after the Christmas holiday and I am diligently trying to get my blog off the ground! For a woman of a certain age…this technology is both easy and difficult. I set up categories for my 2008 articles and uploaded close to a dozen Equine Journal articles but can’t figure out how to attach them to one of my categories or move them from my Library to my home page/side bar.
Will keep working on this and, maybe with some help from my NetPlus Marketing colleagues, get it all straightened out.