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	<title>Poetry and writing by Dave Jarecki &#187; articles</title>
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	<link>http://davejarecki.com/blog</link>
	<description>An online journal by Portland writer, Dave Jarecki</description>
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		<title>From the windows of memory. . .</title>
		<link>http://davejarecki.com/blog/2010/02/from-the-windows-of-memory/</link>
		<comments>http://davejarecki.com/blog/2010/02/from-the-windows-of-memory/#comments</comments>
		<pubDate>Fri, 19 Feb 2010 06:02:29 +0000</pubDate>
		<dc:creator>Dave Jarecki</dc:creator>
				<category><![CDATA[Book reviews]]></category>
		<category><![CDATA[articles]]></category>
		<category><![CDATA[poetry]]></category>
		<category><![CDATA[talking writing]]></category>
		<category><![CDATA[poetry reviews]]></category>
		<category><![CDATA[Read Write Poem book tour]]></category>

		<guid isPermaLink="false">http://davejarecki.com/blog/?p=1512</guid>
		<description><![CDATA[. . . a review of A Walk Through the Memory Palace by Pamela Johnson Parker

What strikes me most about Parker&#8217;s brief collection, winner of the 2009 Qarrtsiluni Chapbook Contest (judged by Dinty Moore) is just how easily the book lulls the reader into the plane of memory. Parker does a wonderful job connecting us [...]]]></description>
			<content:encoded><![CDATA[<h3>. . . a review of <em>A Walk Through the Memory Palace</em> by Pamela Johnson Parker</h3>
<p><br/><br />
What strikes me most about Parker&#8217;s brief collection, winner of the 2009 <a href="http://qarrtsiluni.com/" target="_blank">Qarrtsiluni</a> Chapbook Contest (judged by <a href="http://www.dintywmoore.com/index.htm" target="_blank">Dinty Moore</a>) is just how easily the book lulls the reader into the plane of memory. Parker does a wonderful job connecting us with moments that belong to others, which in turn brings us back to ourselves. Suddenly we are at the window gazing at &#8220;stands of green bamboo,&#8221; and our own version of &#8220;Old Mrs. Sonnenkratz.&#8221; </p>
<p><strong>A Walk Through</strong> is more about the observed than the observer.  The poems unfold in a way that feels akin to sitting with an old friend who answers the question, &#8220;How are you?&#8221; by describing what she&#8217;s seen. </p>
<p>Most of the poems are situational, starting with the lead piece, &#8220;78 RPM,&#8221; (a first kiss moment between two young lovers, away from the watchful eye of a doting aunt). In each unique setting, Parker gives us enough room to make our own emotional connections &#8212; nervousness, anxiety, excitement, lust. Rather than tell us how any of this feels, we&#8217;re allowed to remember. As we squint at the images that churn up, we fall deeper into our own memories and pasts.</p>
<p>Time and again, image leads us into these scenes. In delivering her poems to us, Parker paints just enough fuzz over her pictures so that when we focus in, we have no choice but to latch on to whatever emotion swims by. This see-saw between the lives of others and of our own comes to a head in &#8220;Taking a Walk with You,&#8221; the sixth poem in the collection of ten. </p>
<p>The poem starts with an epigraph from Kenneth Koch, &#8220;Walk forwards and backwards with me.&#8221; Koch was part of the New York School of poetry, renown for their reliance on objectivity and image. It&#8217;s no wonder then that Parker creates a connection here with Koch, as the poem, even as it touches mortality, has more to do with the walk than the walkers. </p>
<p>This brief pass through the woods is as sad and real as anything I&#8217;ve read in a while. </p>
<p>-<br />
&#8220;Gazing into Wet<br />
&#160; &#160; Creek&#8217;s tapestry, through<br />
&#160; &#160; &#160; the warp and weft of</p>
<p>minnows weaving<br />
&#160; &#160; in shafts of sunlight, echoed<br />
&#160; &#160; &#160; in the shadows of</p>
<p>the sawgrass swaying,<br />
&#160; &#160; in the small stream&#8217;s undulance<br />
&#160; &#160; &#160; toward the river</p>
<p>torquing to the Ohio<br />
&#160; &#160; that somehow will spill<br />
&#160; &#160; &#160; into the Atlantic,</p>
<p>all salt spray hissing<br />
 &#160; &#160; against rocks: the sound of<br />
&#160; &#160; &#160; repeatable longing.&#8221; </p>
<p>-</p>
<p>Later, when the poem shifts inward, Parker keeps us tied to the physical, focusing on the composition of the human anatomy rather than the stories we tell ourselves. </p>
<p>-<br />
&#8220;Dear, the stents in<br />
&#160; &#160; your heart wend the same;</p>
<p>the plate and screws in my knees<br />
&#160; &#160; tell me before the skies do<br />
&#160; &#160; &#160; how they&#8217;ll be rain,&#8221;<br />
-</p>
<p>Parker wants us to feel these things in our bones, then let the body convey the emotions attached. Before the poem ends, she offers one brief glimpse into our own unspoken longing, but again does so in a tactful, subtle manner. </p>
<p>-<br />
&#8220;Now as we thread<br />
&#160; &#160; our way through cattails<br />
&#160; &#160; &#160; in gauzy light, there&#8217;s this</p>
<p>pause, an inrush of breath, holding<br />
&#160; &#160; it, holding your hand<br />
&#160; &#160; &#160; watching the water, the way</p>
<p>it flows, feeling my body moving<br />
&#160; &#160; toward yours, as the water reflects us<br />
&#160; &#160; &#160; as we were then, in its</p>
<p>mottled plane, <em>mirror,<br />
&#160; &#160; mirror</em>, our younger<br />
&#160; &#160; &#160; faces gazing back</p>
<p>at us from their side<br />
&#160; &#160; of this day,&#8221;<br />
- </p>
<p>Another poet could have sent the narrator into the water, leaving any disconnected readers alone on the banks. Parker, instead, keeps us walking:</p>
<p>-<br />
&#160; &#160; &#160 &#8220;through cattails, through</p>
<p>muscadine, weaving through scything<br />
&#160; &#160; sawgrass, sumac, taking the path<br />
&#160; &#160; &#160; of least resistance.&#8221;<br />
-</p>
<p>Whether her life as a medical editor lends itself to such objectivity or not, Parker certainly understands that the path of least resistance is the surest way through the void. With her calm language and quiet melancholy, she lets us build our own memories and name the emotions that come with them, reminding us of all the lovely things that make our time on earth so fleeting.  </p>
<p>&#8211;</p>
<p><a href="http://readwritepoem.org/blog/2010/01/27/read-write-poem-virtual-book-tour-‘a-walk-through-the-memory-palace’-by-pamela-johnson-parker/" target="_blank">Read more reviews</a> of <strong>A Walk Through the Memory Palace </strong> as part of Read Write Poem&#8217;s virtual book tour.<br />
<br/></p>
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		<title>GOD BLESS YOU, MR. SKYLIGHT</title>
		<link>http://davejarecki.com/blog/2009/10/god-bless-you-mr-skylight/</link>
		<comments>http://davejarecki.com/blog/2009/10/god-bless-you-mr-skylight/#comments</comments>
		<pubDate>Wed, 28 Oct 2009 01:16:58 +0000</pubDate>
		<dc:creator>Dave Jarecki</dc:creator>
				<category><![CDATA[Book reviews]]></category>
		<category><![CDATA[articles]]></category>
		<category><![CDATA[poetry]]></category>
		<category><![CDATA[book review]]></category>
		<category><![CDATA[Ed Skoog]]></category>
		<category><![CDATA[Mister Skylight]]></category>
		<category><![CDATA[Seattle poetry]]></category>

		<guid isPermaLink="false">http://davejarecki.com/blog/?p=1356</guid>
		<description><![CDATA[The following review of Ed Skoog&#8217;s first full-length collection, MISTER SKYLIGHT (&#169; 2009, Copper Canyon Press ), is part of Read Write Poem&#8217;s ongoing virtual book tour series. Keep an eye on all upcoming reviews here. 

I&#8217;d been in a funk when MISTER SKYLIGHT showed up. A writing funk, sure, but also a reading funk. [...]]]></description>
			<content:encoded><![CDATA[<p><em>The following review of Ed Skoog&#8217;s first full-length collection, <strong>MISTER SKYLIGHT</strong> (&copy; 2009, <a href="http://www.coppercanyonpress.org" target="_blank">Copper Canyon Press</a> ), is part of Read Write Poem&#8217;s ongoing virtual book tour series. Keep an eye on all upcoming reviews <a href="http://readwritepoem.org/blog/2009/10/28/read-write-poem-virtual-book-tour-‘mister-skylight’-by-ed-skoog/" target="_blank">here</a></em>. </p>
<p><br/><br />
<strong>I&#8217;d been in a funk</strong> when MISTER SKYLIGHT showed up. A writing funk, sure, but also a reading funk. They feel the same when you boil them down. Nothing inspires, nothing motivates, nothing comes. Every book in the house felt like television fuzz. Not you, MISTER SKYLIGHT. I could tell you were different as soon as I pried you from your Copper Canyon envelope, you with your sepia cover image that spoke of walls and distance, your rusted font and your shot of Ed Skoog on the back cover standing in front of what appeared to be a trailer. </p>
<p>You had poems entitled &#8220;During the War&#8221;, &#8220;Party at the Dump&#8221;, and &#8220;Memory Loss&#8221; right there in the first 14 pages. You had weird sounding stuff later on &#8211; &#8220;Early Kansas Impressionists,&#8221; &#8220;Punks Not Dead&#8221;, &#8220;Pier Life.&#8221; MISTER SKYLIGHT, I hadn&#8217;t even read a poem yet and I knew you were after my soul. </p>
<p><strong>Then I jumped in.</strong></p>
<p>The truth of this collection is the same truth you&#8217;ll find in the nearest skylight. Go stand under the glow. Tell me of the sun, the weather, the clouds. Now tell me of the mites trapped in the screen, the bird shit, the exoskeletons of life. Skoog&#8217;s first full-length collection captures and presents the truth of the truth: our under-analyzed, overlooked, often fragile existences on earth. </p>
<p><br/><strong>PLACES, REAL OR OTHERWISE</strong><br/></p>
<p>The collection succeeds, in large part, because of its all-too-real intensity, even as the poet makes no bones about the fact that many of the bones within, while borne of truth, take shape in the imagination. As Skoog mentioned during a recent conversation, &#8220;Giving yourself over to the imagination &#8212; and I&#8217;m not the first person to say this &#8212; allows you to express deeper truths than what are factual.</p>
<p>&#8220;You begin to approach poems with more liberty with regards to what the &#8216;I&#8217; is, and what the subject is or isn&#8217;t.&#8221; Going forward, it allows a writer &#8212; Skoog or otherwise &#8212; to go deeper, even if a poem, on its surface, may <em>not be about anything</em>. </p>
<p>Many of the poems owe their strength to Skoog&#8217;s clever return and reliance on place, right down to times, dates, neighborhoods, streets and rooms.  No matter how imaginative and inventive the language becomes, the reader is never lost. Still, Skoog&#8217;s places &#8212; his Topeka, for instance &#8212; are the imagined places of dreams. And not the idle daydreams that help pacify our minds during business meetings or dinner with in-laws. The dreams of MISTER SKYLIGHT are weird midnight visions that flicker along our internal movie screens, the ones that replay your childhood bedroom at an 80% reduction. The furniture is familiar but something is off. Reality becomes temporal, the present is fleeting, and our memories are forever liquid and ever-changing. </p>
<p>&#8220;Even when the names of places are accurate, the poetry takes place in the imagination,&#8221; Skoog says. &#8220;If I say, &#8216;Topeka&#8217;, it&#8217;s different than &#8216;Topeka&#8217; in an essay, and different than taking a picture and saying, &#8216;This is Topeka.&#8217;</p>
<p>&#8220;There are a lot of places in the book,&#8221; Skoog continues. &#8220;Some are places where I&#8217;ve lived or visited. Some, like the Skeleton Coast of Namibia, are places I&#8217;ve never seen. They&#8217;re all imaginary places as far as the poems go. Each place means something different to me, and each has associations that, when you put them into poems, become art associations. They become the <em>aestheticized</em> Topeka, the <em>aestheticized</em> New Orleans.&#8221; </p>
<p><br/><strong>UNIVERSAL TIMING</strong><br/></p>
<p>Skoog wrote these poems over the course of a decade and a half, the earliest dating back to around the time he was finishing his M.F.A. at the University of Montana. The bulk of these poems, however, come from an intensely creative period between 2001 and 2006. During this time, Skoog was immersed in the richly creative community of New Orleans, a city the poet credits with having, in his mind, the greatest literary heritage in the country, and our most thriving contemporary literary scene. </p>
<p>&#8220;New Orleans was a place to mature, and to do so in an interesting way,&#8221; Skoog says. After growing up in Topeka, and living in places like Montana, Southern California and Seattle, Skoog relished the city&#8217;s life, art, and color. </p>
<p>&#8220;It was different than being off in the suburbs teaching as an adjunct in the middle of nowhere. Aside from growing up and becoming more understanding of the world, New Orleans affected my relationship with poetry in a number of ways.&#8221; Skoog found himself as part of a community of &#8220;magnificent writers&#8221;, each with their very high standards with respect to meaning, music and form. </p>
<p>&#8220;They had a lot of different interests, not all of them being of American traditions.&#8221;</p>
<p>During this period, Skoog was on the faculty of an arts high school was founded in the &#8217;70s by Ellis Marsalis and other New Orleans musicians. His colleagues helped expand Skoog&#8217;s view of poetry and the meaning and role of verse. </p>
<p>&#8220;They demanded that you take poetry seriously, which was different from other poetry friends I&#8217;d had. For five years I taught with this great group of three other writers. All we did was read, write and talk about poetry, both among ourselves and with some very talented New Orleans kids.&#8221; </p>
<p><br/><strong>BOTH SIDES OF THE MASK</strong><br/></p>
<p>Beyond the conversations, study and crafting Skoog experienced in New Orleans, the city itself affected his work in a profound, deliberate sense. As Skoog mentions, </p>
<p>&#8220;The nature of the city as being very public and carnivalesque was unbelievably exciting to me,&#8221; he says. &#8220;But also, the other side of New Orleans, more of the Latin side, is very private and reserved. I found it to be dignified and reflective in ways I&#8217;d never encountered. Those two sides of the mask became very important to me, my view of life, and my understanding of how poetry should be written.&#8221; </p>
<p>It is from this understanding that the poems in MISTER SKYLIGHT truly begin to open up. For every midnight tramp &#8212; the poem &#8220;West Coast,&#8221; featured in <a href="http://www.narrativemagazine.com/issues/winter-2009/two-poems-0" target="_blank">Narrative Magazine</a>, is a fantastic example &#8212; Skoog consistently brings us back to a place of reflection. The narrator&#8217;s long, drunken night with an old friend concludes with a walk through the present moment as well as past haunts. The poem distills down to the following: </p>
<p>&#8220;Our high-minded speculation fades<br />
as we try to find the car, remembering<br />
only that it faced the ship locks,<br />
and when we find it we eat the fries<br />
cold, and let the paper bag be taken<br />
by the wind along the water, and settle<br />
onto its currents, among the rustling gulls.&#8221;</p>
<p>While Skoog understands and adheres to the belief that the aim of poetry is serious, he is mindful not to take himself or his role as a poet too seriously. In <a href="http://davejarecki.com/creative/2009/ed-skoog-poetry/">Recent Changes at Canter&#8217;s Deli</a>, a poem in which the narrator, like an earlier version of Skoog, finds himself teaching poetry to affluent teens in Southern California, we read, </p>
<p>&#8220;Poetry&#8217;s just the form<br />
of unimportance I teach teenagers above L.A.<br />
under slanted windows that kill, by surprise,<br />
the birds we then write about, gathering bonfire<br />
around the small corpses, because it&#8217;s cold here.&#8221;</p>
<p>This idea of unimportance, similar to giving yourself up to the imagination, proves liberating. </p>
<p>&#8220;It&#8217;s making a claim for unimportance,&#8221; Skoog says. &#8220;How wonderful to be unimportant. What liberty and freedom there is to being unimportant in a world where so many things are deemed important.&#8221;</p>
<p>Throughout MISTER SKYLIGHT, Skoog does an excellent job guiding readers through the subterranean landscapes he creates. Even when our footing seems unsure, his mastery of narrative and linguistic manipulation &#8212; seemingly stretching meter, meaning and rhyme at will &#8212; ushers us along. While he is more trickster than sherpa &#8212; he may very well duck away and hide on you for a few seconds, and don&#8217;t expect him to carry your bags &#8212; he keeps us in a close proximity, reminds us that we are all underwater together. </p>
<p>
&#8211;</p>
<p><em>Visit the <a href="http://davejarecki.com/creative/2009/ed-skoog-poetry/">Guest Writer page</a> to read five poems from <strong>MISTER SKYLIGHT</strong>. Read part 1 of our interview <a href="http://davejarecki.com/creative/2009/ed-skoog-interview/">here</a>.</em> </p>
<p><br/>&#8211;</p>
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		<title>THE KIDS WILL ALL WRITE</title>
		<link>http://davejarecki.com/blog/2009/10/the-kids-will-all-write/</link>
		<comments>http://davejarecki.com/blog/2009/10/the-kids-will-all-write/#comments</comments>
		<pubDate>Tue, 20 Oct 2009 01:34:24 +0000</pubDate>
		<dc:creator>Dave Jarecki</dc:creator>
				<category><![CDATA[Young Writers series]]></category>
		<category><![CDATA[articles]]></category>
		<category><![CDATA[reflection]]></category>
		<category><![CDATA[talking writing]]></category>
		<category><![CDATA[teaching writing]]></category>

		<guid isPermaLink="false">http://davejarecki.com/blog/?p=1347</guid>
		<description><![CDATA[As part of my ongoing adventures as a writing workshop instructor, the following piece owes a lot to this year&#8217;s third-grade class.
Some eight-year-old boys drool. In the four years in which I’ve worked with third graders, at least one boy has drooled in the middle of at least one class. Sometimes it’s from frustration, but [...]]]></description>
			<content:encoded><![CDATA[<p><em>As part of my ongoing adventures as a writing workshop instructor, the following piece owes a lot to this year&#8217;s third-grade class.</em></p>
<p>Some eight-year-old boys drool. In the four years in which I’ve worked with third graders, at least one boy has drooled in the middle of at least one class. Sometimes it’s from frustration, but mostly it’s a result of over-excitement coupled with a blood sugar spike.</p>
<p>This year’s drooler is Ben. He’s now drooled three times in two sessions, which means he has six more sessions to break the all-time drool-per-session record of seven. Ben’s in-class snack of choice is a juice box. His teeth are coming in at jagged angles, leaving plenty of gaps through which saliva can escape. And writing excites the hell out of him.</p>
<p>I say the record is his.</p>
<p>Read the rest <a href="http://readwritepoem.org/blog/2009/10/19/children-and-poetry-the-kids-will-all-write/" target="_blank"><strong>@ ReadWritePoem.org</strong></a></p>
<p><br/><br />
&#8211;</p>
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		<title>THEME TIME &#8211; a Breakerboy article</title>
		<link>http://davejarecki.com/blog/2009/08/theme-time/</link>
		<comments>http://davejarecki.com/blog/2009/08/theme-time/#comments</comments>
		<pubDate>Sun, 16 Aug 2009 00:19:15 +0000</pubDate>
		<dc:creator>Dave Jarecki</dc:creator>
				<category><![CDATA[Breakerboy]]></category>
		<category><![CDATA[articles]]></category>
		<category><![CDATA[Breakerboy Communications]]></category>
		<category><![CDATA[copywriter]]></category>
		<category><![CDATA[copywriting services]]></category>
		<category><![CDATA[marketing writer in Portland]]></category>

		<guid isPermaLink="false">http://davejarecki.com/blog/?p=1278</guid>
		<description><![CDATA[I&#8217;ll be using the blog space on occasion to post professional articles related to branding, marketing communications, and business messaging. If you&#8217;ve come here from theBreakerboy.com, welcome.

I love working with graphic designers for any number of reasons. Their ability to see and translate the world into visual messages and metaphors astounds me. I experienced this [...]]]></description>
			<content:encoded><![CDATA[<p><em>I&#8217;ll be using the blog space on occasion to post professional articles related to branding, marketing communications, and business messaging. If you&#8217;ve come here from <a href="http://www.thebreakerboy.com" target="_blank">theBreakerboy.com</a>, welcome.</em></p>
<p><br/><br />
I love working with graphic designers for any number of reasons. Their ability to see and translate the world into visual messages and metaphors astounds me. I experienced this recently working with Beth Ford of <a href="http://www.glibcommunications.com" target="_blank">Glib Communications</a>. We partnered on a messaging and branding project for a growing IT firm. The goal was to keep things minimal, evocative, and light-hearted. Instead of writing dissertations on how they help relieve the frustration of working on a dying machine, we let Beth&#8217;s design do most of the talking &#8211; a man with his head crashed between two monitors, for instance. </p>
<p>I bring this up because, unlike the IT firm, many micro businesses and sole proprietors are finding it difficult to bring both a writer and a designer in on their projects. And while I love when the phone rings, I&#8217;m aware that design is often the default, since the right graphics and images will more often than not stop people in their tracks. </p>
<p>When choosing to allocate your marketing budget toward hiring a designer, it’s crucial that you as the client hone in on your words, to make sure the project is as successful as possible. </p>
<p><strong>“CAN YOU WRITE IT FOR ME?”</strong></p>
<p>Most designers I know secretly cringe when asked the above question. It’s not that they can&#8217;t handle it; it’s just that writing moves them out of a place of strength (design) and into an area where, while most likely competent, they’re not always completely confident. </p>
<p>Why do clients wind up asking their designer to pitch in on the words? Often they run into walls around creating “the right words”. Walls come in all shapes and sizes: not enough time, perceived lack of ability, old fears, etc. I&#8217;ve had naturopathic doctors, lawyers and architects tell me they still can&#8217;t get over negative feedback they received on an essay they wrote in junior high. </p>
<p>The client&#8217;s inability to create the words in a prompt fashion sends a ripple through the project. Their inclination is to turn to the designer. Editing and review soon becomes tag line brainstorms and creation, which becomes full pages of content. This can put the designer in a tough spot of having to decide how much time they can devote to writing that stretches beyond the scope of their original agreement. </p>
<p>While the businessperson in me likes to say, “I&#8217;ll take care of it,&#8221; the writer in me is more inclined offer some tips and tools to help people get started. </p>
<p><span id="more-1278"></span><br />
<br/><br />
<strong>BEGIN WITH YOUR THEME</strong></p>
<p>Let&#8217;s return to the IT firm from earlier. Our project involved a revised website (words and design); a leave-behind brochure; and a postcard that could be used as a handout or mailer. One of the first challenge they faced was that they’d previously employed an ad-hoc approach to branding and communicating. Every piece was completely different than the last one. There was no continuity in design or message. On their website, their &#8220;Services&#8221; page was a hodgepodge of features, benefits and philosophies, none of which flowed into their existing brochure. Essentially, they were different people every time you saw them. </p>
<p>Before going forward, we needed to step back, review their materials, conduct interviews, and throw everything into a giant soup pot. From there we would condense, extract, and boil down to their THEME. </p>
<p>As Christopher Vogler writes in <strong>The Writer&#8217;s Journey</strong>, the word theme is closely related to the Latin-based premise, both meaning “something set before” &#8211; that is, something laid out in advance that helps determine a future course. </p>
<p>Many business owners approach theme when creating their business or marketing plans; however, an equal or greater number of entrepreneurs don&#8217;t get to this place until their business is up and running. </p>
<p>One of the main challenges with focusing on your theme comes down to your ability to take an objective look at yourself and your business. How easily can you step out of your skin, float above the room, and start to see things as if you&#8217;re merely an inquisitive, investigative business coach? It&#8217;s not easy. But it can be done, as long as you&#8217;re able to answer some key questions. </p>
<p><body>
<ul>
<li>What is the mission and vision of your business? </li>
<li>Why are you in business to begin with? </li>
<li>Who are your core clients? </li>
<li>Who are your partners? </li>
<li>How are you different?</li>
</ul>
<p></body></p>
<p>If you&#8217;ve worked with a business coach or consultant before, or if you are a coach, you&#8217;re familiar with these questions. Answering them will not only help spur business growth, but they will guide you through the process of communicating your vision &#8211; whether you&#8217;re looking for 30 words for a mailer or 30,000 words for an e-book. </p>
<p><strong>MAKE A MESS</strong> </p>
<p>Going back to Vogler&#8217;s definition of Theme, the questions take business owners back to the source from where their business flows. All things start here. Therefore, all messaging that goes out into the world &#8211; whether it&#8217;s homepage copy or a relevant blog post &#8211; should connect with this core source. When people hire me to write their mission statement, “writing” is the last thing I do. The first thing I do is ask, “What&#8217;s your mission?” The first answer I usually get is, “Well I don&#8217;t know, that&#8217;s why I hired you.”</p>
<p>This is where I tell people to hear with their eyes and see with their ears. In other words, loosen your conventions, avoid form, forget punctuation, and above all else, never apologize for rambling. </p>
<p>Once you give yourself space to let thoughts flow freely, the next task is to allow yourself to WRITE freely. Here we run into those archived fears and judgments we’ve been carrying around since junior high. What people forget is that we’re still on the internal part of the process. The only people who will ever read your Theme document, especially in its raw, nascent, first-draft form, are trusted allies and colleagues. That&#8217;s it. </p>
<p><strong>CHECK YOURSELF</strong></p>
<p>Up to now, you’ve focused on conjuring the words that connect with the source of your business. You’ve sifted through your subconscious, worked your first draft into a second, more polished version, and are feeling good about communicating your theme with the world. Now it’s time to see how things reflect the truth of your business in the eyes – and words – of your customers. </p>
<p>If writing was a challenge, then calling up your clients and asking them to speak openly and honestly about your services – and asking yourself to remain objective through the process – can be Sisyphean. The reason it’s important, however, is that the process, as well as the answers you receive, will help you step out of your own bubble. </p>
<p>Returning to the IT firm: one of their core internal philosophies, a concept they reiterated during our first phase, was that people liked them because they were “un-techy.” They spoke plain English, communicated in metaphor, and were real “people people.” They wanted their external message to communicate this as their core selling point. </p>
<p>I took this theme, turned it into a question, and interviewed a sampling of their existing clients and business partners. The results? Everyone agreed that the firm’s people were nice, but the overwhelming reason clients chose and stuck with them had nothing to do with their personalities. Instead, the reasons were quite “techy”: clients reported the firm had great response time, superior capabilities, and were consistently up to the challenge. When I asked specifically whether their personalities played into a client’s choice, the typical answer was, “Our last techs were nice too. They just never showed up on time.” </p>
<p>If you’re gun-shy about calling or even emailing your clients, you can set up a simple web-based surveys through sites like Survey Monkey, Poll Daddy, and Free Surveys Online, then email a link to your clients and colleagues, allowing them to answer candidly and, should they choose, anonymously. </p>
<p><strong>WHY THIS MATTERS </strong></p>
<p>Delving into and discovering your theme, then measuring it against your clients&#8217; perspectives, sounds like a lot of work. While it may be heavy on the front end, it will save you considerable time and energy, not to mention MONEY, when it&#8217;s time to create copy and content. Tag lines and headers will come easier. Services pages will read more succinctly. Your postcard will capture the essence of your business in as few words as possible, appeasing your designer&#8217;s lust for whitespace. Most of all, you&#8217;ll be well on the road to communicating the big Hows and Whys &#8211; How you&#8217;re different and Why people should trust and rely on your services.</p>
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