Here are few samples of general interest articles, including an older piece that is my all time favorite, “24-Hour Party People.” (Leslie Rosenberg is my maiden name.) To get a quote on a project, please email me at leslie@lesliejthompson.com.

Inside the North Texas Fair & Rodeo (cover story Denton County magazine)
24-Hour Party People (ATOMIC Magazine)
Turkish Delight (Dallas Style & Design)
Exceptional Service (Dallas Style & Design)
Dallas Child – The Invisible Ones: Homeless Children in the Metroplex
Social Circles Dating Service (Manhattan Resident)
Profile of Dick Clark (ATOMIC Magazine)

Note: You will need Acrobat Reader to view the PDF files:

The post Lifestyle & General Interest first appeared on Leslie J. Thompson.

I’m not a brain surgeon, but I’ve interviewed several. I have also spoken with cancer patients and shared their experience and insights for the benefit of others struggling with the disease. I hope you enjoy these samples of my medical writing. (Some articles are under my maiden name, Leslie Rosenberg.)

To request a quote on a project, please email me at leslie@lesliejthompson.com.

Health & Medical articles

American Heart Association – Cooking Up Omega 3s

Dallas Child – Lasting Scars: Bullying Can Have Long-Term Impact on Children

CURE Magazine – Overcoming Depression

Neurology Reviews – The Oldest Alzheimer’s Patients

Neurology Reviews – Seizure-Related Brain Damage

Note: You will need Acrobat Reader to view the PDF files of these articles:

The post Health & Medical Writing first appeared on Leslie J. Thompson.

1. What problem do you solve for your customers?

2. What do you want readers to do next?


Know Their Pain Point
Listing the features and benefits of your products or services does little good if you don’t first identify your readers’ needs. What problems do you solve for them? How can you make their life easier, help them earn more money, keep them healthy, or protect them from external risks?

For example, say your company specializes in outsourced benefits administration. You use the latest technologies and industry best practices to serve your clients. That’s great. But, exactly what do you do with those technologies and best practices? Your readers need to know that you can help them reduce paperwork, minimize overhead costs for administrative staff, ensure regulatory compliance, and streamline their business operations.

If your business sells the most nutritious, organic dog food on the market, explain to your audience why they should spend 25% more for your product. Talk about the scientific research that shows the specific ingredients you use can reduce the risk of certain diseases (saving them on vet costs) and prolong their dog’s life by 2-3 years, so they get more time with their beloved companion.

Lead Them to Your Door
Once you have explained how you solve problems for your customers, don’t leave them hanging. You need a clear call to action in all of your marketing to get readers and viewers to take the next step. I have seen dozens of websites that have exceptional content but don’t even include a phone number in the header. More importantly, the business has missed a great opportunity to capture leads by simply adding a short contact form on the homepage, or a button to request a quote or order a free download. Your reader may not be ready to buy, but an effective call to action can motivate them to share information that helps you stay connected.

In all of your marketing materials, make it as easy as possible for people to reach you, and to incorporate multiple call-to-action messages throughout your content. In a white paper, include your website URL on the cover and in the footer of all pages, and include an email and phone number in the closing paragraph for readers to request more information. In a marketing brochure, put the contact information on the back cover, and also include text throughout that encourages readers to call your office for personal assistance. Even blog articles should include an invitation for readers to share their thoughts and leave a comment. When you engage them in a dialog, they are more inclined to keep the conversation going, and to refer your business to others.

Take a Load Off
Even if you understand your reader’s pain points and you have a strategy in place for capturing leads, you may not have time to create content yourself or have an in-house marketing team to whip up copy on demand. That’s where a freelance writer like me can come in handy. I help entrepreneurs and small- to mid-size companies define their audience’s needs and create compelling content to promote a long-term relationship. Whether you need a press release, case study, blog articles or eBook, I will immerse myself in the subject matter and deliver text that hits the mark, at a price that fits your budget. If I can be of any help, just give a call at [two one four] 704.6661 or email leslie [at] lesliejthompson [dot] com.

The post Successful Marketing Starts With the End in Mind first appeared on Leslie J. Thompson.

How could I be so certain, when I didn’t have specific expertise in that industry? The answer is that I have made a career out of being a generalist. Although as a freelance writer I have considerable experience in certain sectors, such as financial services and education, my primary talent is asking questions. Ask the right questions, and you’ll get the answers you’re looking for–the answers you want to give your readers and viewers.

Whether I am writing a video script, white paper, blog article, or press release for you, I focus on collecting the needed information from the best sources. Sometimes that means interviewing experts by phone or in person, while other times I am doing background research online or culling through a competitor’s marketing collateral. Once I am done gathering intelligence, my job is to rephrase and reframe it in the format, voice and tone that you have requested for your intended audience. For me, the key is not the subject matter itself, but asking the right questions. As a result, I have created content for industries ranging from insurance and financial services to food manufacturing, benefits administration, travel and tourism, data network security, industrial cooling systems, nonprofit charities, and senior living centers. These writing samples from the past year illustrate the diverse nature of the projects I take on:

D.R. Saur Financial corporate brochure

SQL Injection Attacks Put Businesses at Risk for Data Breaches
(blog article for cybersecurity firm)

PacMoore website copy (food manufacturing)

5 Tips for Buying an Independent Insurance Agency
(blog article for business broker)

Destination Discovery promotion flyers (sent to IHG partner travel agents)

I credit the excellent instructors in the graduate journalism program at NYU for teaching me the art of asking questions, and am grateful that I’ve been able to use this skill throughout my career as a writer. If you need help with a writing project of any kind, please give me a call at [two one four] 704-6661. I’ll ask you a lot of questions–about your audience, the voice and tone of the piece, and whether you need a strong call to action–and then I will gladly get busy helping you get your message out.

The post The Art of Asking Questions first appeared on Leslie J. Thompson.

On the fun side, I’ve written my share of shorter food and travel-related articles, samples of which you can see below. (Some are under my maiden name, Leslie Rosenberg.) The picture to the left is from a trip to Campeche, Mexico, which I wrote about here. I also did a really snazzy piece on Montreal a few years back, but it ran in a newspaper, and I can’t figure out how to scan the sucker down to a readable size. Hopefully, these other tasty tidbits will still whet your appetite.

If you have any questions or would like to get a quote on a project, please email me at leslie@lesliejthompson.com.

Plan a Family Getaway to Campeche
Inside the North Texas Fair & Rodeo
(cover story Denton County magazine)
Creating Community in Old Town Lewisville
The Wildhorse Grill, Bar & Lounge
Review of Mary’s Fish Camp, NYC
Review of Spread restaurant, NYC
ATOMIC Magazine: Venus Lounge (Las Vegas) & Kent Motel (Miami)
Review of Nana restaurant, Dallas

Note: You will need Acrobat Reader to view the PDF files: 

The post Food & Travel Articles first appeared on Leslie J. Thompson.

Here is a brochure I recently created for D.R. Saur, a local financial advisory firm.

Here is a blog article I wrote targeting insurance agency owners who want to sell their business.

Here is a magazine article about the direct selling industry for Success from Home.

Here is a white paper on outsourcing employee benefits administration.

And here is a website bio for a financial advisor in Montana.

A few of my recent (and less recent) financial articles are posted below. (Some are under my maiden name, Leslie Rosenberg.) I can send newsletter samples upon request.

Need a project quote? Please email me at leslie@lesliejthompson.com.

Financial Articles

Horsesmouth.com – Coaching Insights from an Award-Winning Manager

Horsesmouth.com – Secrets to a Successful Support Staff

Horsesmouth.com – 10 Time-Saving Strategies for Branch Managers

AdvisorMax.com – Serving the Middle Market

AdvisorMax.com – Hiring the Perfect Advisor to Complement Your Staff

AdvisorMax.com – 5 Best Practices to Increase Client Referrals

Registered Rep – Remember My Values, Not Just My Wealth

MultexInvestor.com – The Big Squeeze

Note: You will need Acrobat Reader to view the PDF files:

The post Financial Writing first appeared on Leslie J. Thompson.

Having a published book to your name is viewed as an instant credibility builder. People don’t care much about whether the book is long or short, or whether it ever made the bestseller list. The mere fact that you have documented your knowledge and insights in book form indicates to outsiders that you are an authority on a given subject. Your book says, “I’m an expert.” People trust experts, and people do business with people they trust. The math is simple: Write a book, get more business.

Of course, a lot of legwork is still involved in translating your tome into increased revenue. But, the growing trend toward eBooks has reduced the amount of effort considerably.

The New Model of Publishing
The advent of eBooks has had a profound impact on the publishing industry and has made it much easier for just about anyone to become a published author. The old model of publishing required writers to pitch their book idea to dozens of literary agents in hopes of finding representation. The agent then would help pitch the concept to publishers large and small. Assuming that a publisher agreed to take on the project (an exceedingly rare occurrence, mind you), the writer not only had to turn out the tome according to the publisher’s schedule and guidelines, but was subject to untold rounds of editing and had little say on critical issues, like cover design. (We all know that a shabby looking cover can tank sales, regardless of how good the content may be.)

Today, new technology has cut out the middle man, giving authors more creative control and empowering them to promote their work online through affiliate programs and social media. All you need to do is write. If you happen to have a Mac, check out the iBooks Author program, which provides user-friendly tools and templates for creating an iPad eBook. Whether you’re on a Mac or PC, you also can write your book the old-fashioned way with a program like MS Word, then team with a graphic designer to create a more appealing layout. (Be sure to find someone with experience in book formatting — and don’t just take their word for it. Ask for examples of their work. The graphic design should not cost more than a few hundred dollars, but you need a designer who has the chops to do the job right.)

If writing seems arduous, you can always work with a ghostwriter. Bear in mind, too, that eBooks do not have to be nearly as long as a print title. Whereas a 100-page print book would look silly on store shelves, the abbreviated length is acceptable for an eBook (especially if you set a lower price point; e.g., $0.99 – $4.99). When you have finished your manuscript, hired a freelance editor to proofread every page, and had a graphic designer finish the formatting, it’s time to turn your manuscript into an eBook. Again, look for a service provider with extensive experience in this area — this is not the time to cheap out or trust your neighbor’s nephew to get the job done. Technology is constantly changing, and only a seasoned eBook specialist will be able to deliver a quality product. (One that I recommend is BookNook.biz. Owner Kimberly “Hitch” Hitchens knows the business inside and out, and she will take the time to answer any questions.) You will want to have your book formatted for both ePUB (Amazon/Kindle and iPad) and mobi (Nook), which will set you back a few hundred dollars, but the investment is a fraction of what you would spend on printing costs.

Selling Your eBook Online
How do you get distribution? To sell your book through Barnes & Noble (for Nook readers), visit the Pubit! registration site for details. Similarly, Amazon offers Kindle Direct Publishing, and Apple has iTunes Connect. Review the guidelines for each distributor carefully to know whether you need to purchase an ISBN number for your eBook and also what revenue share you will receive from book sales (generally 60-70%).

Now that you know the steps that are involved, it’s time to start planning your first release! Don’t have time to write? Consider working with a freelance ghostwriter, like yours truly. Just drop me a line or call [two one four] 704-6661 and I will be happy to discuss your project with you.

The post Highlight Your Expertise with an eBook first appeared on Leslie J. Thompson.

• Press Releases
• Marketing Collateral
• Financial articles
• Education articles
• Food & Travel articles
• Medical articles
• General Interest articles
• Web Content

To request a quote on a writing or editing project, call Dallas freelance writer Leslie J. Thompson at 214-704-6661.

The post Writing Samples first appeared on Leslie J. Thompson.

1. Find the Hook – You only have to pick up a paper or watch the evening news to quickly see which topics are the hot stories for reporters. Everybody will be covering the same issue, whether it’s the economy, a political dispute, new technology, or a recent natural disaster. Your press release is more likely to be picked up if you can tie into these happenings and ride the wave of news coverage. Reporters have to pitch ideas to their producer or managing editor before getting the green light, and you can help them demonstrate the relevance of your story by linking it to other events that are getting coverage currently.
2. Look for Lulls – The best time to send out a press release is during a news lull. Since half of the news that gets reported each day has to do with happenings in the local, state and federal government, generally there is a lull in the news is when government offices are closed. Try to time your announcements to national holidays, like Memorial Day or Columbus Day, when reporters are eager to find filler for the long weekend. If you can tie your topic into the holiday somehow, even better. Either way, you are more likely to grab a reporter’s attention when you are not competing with current affairs on the political front.
3. Pick Up the Phone – Wire services, like PRWeb.com, are great resources for reaching thousands of local and national news outlets, but contacting a reporter directly is still the best way to get their attention. Find out who covers your beat in the local market; for example, if you are promoting a new tutoring service, research who covers education issues for your local paper or television news stations. Check out some of their latest work and give them a call. Briefly introduce yourself, tell them how much you enjoyed their recent story on ________, and then suggest another story they might be interested in (namely, yours). By demonstrating that you are familiar with their work and providing them with a solution – a lead on another story – you become an ally to the journalist, rather than a nameless person or company looking for media coverage on the wire.

As in any industry, making personal connections and nurturing those relationships will serve you well when you are generating buzz about your product or service. Don’t merely limit your PR efforts to the news media, but also get the word out to executives and industry insiders who might be able to help you land speaking engagements, or make a direct introduction to a reporter or producer. Also, make sure you have a plan to follow-up with targeted contacts when you do send out information, whether on the wire or via fax or email. Persistence pays off in PR, and picking up the phone could result in that coveted interview you’ve been seeking.

Need a press release for your business? Contact Dallas freelance writer Leslie J. Thompson at 214-704-6661.

The post PR Secrets: 3 Tips for Getting Media Coverage first appeared on Leslie J. Thompson.

When I first started out as a freelance writer, my focus was entirely on print—magazines, newsletters, brochures and the like. Occasionally, I would venture out into direct mail or press releases, but for the most part, my text appeared on glossy stock next to fancy pictures that made the words look extra special.

Then along came the Internet. By the end of the 1990s, I was writing mainly for the Web, with only occasional magazine assignments to keep me grounded. Since then, I have continued to hone my craft online, learning the ins and outs of SEO content and how to navigate WordPress. I still do plenty of newsletters and brochures, but I also frequently take on work ghostwriting blogs or crafting clever meta tags.

I never understood exactly what Twitter had to offer. What can you really say in 140 characters or less?

Although I enjoy writing for the Web, I have been reluctant to fully embrace one component of the online environment: social media. Sure, I have a Facebook account. I use it to keep abreast of viral YouTube videos and prayer chains and cute things my nieces are doing in Dayton, Ohio. I do not, however, use it to grow my business.

I also have a Twitter account, which I created last year when my husband created his and then promptly ignored. I never understood exactly what Twitter had to offer. What can you really say in 140 characters or less? Is the sole purpose of Twitter to keep bit.ly in business with shortened hyperlinks to longer articles?

Then I heard the gospel according to Scott Stratten, and it all became clear.

Stratten is a social media expert and was the keynote speaker at PubCon Dallas earlier this year. He is funny, self-effacing and insightful. He has studied social media since Twitter first built its nest on the Web, and he understands the intricacies of marketing in a Web 2.0 world. In short, he gets it.

Now I get it. I get that Twitter is a way to connect with people in your own industry—colleagues, clients, and prospects—to share information and have a casual chat. I get that it’s like a cocktail party where you might overhear an interesting conversation, introduce yourself to one of the speakers, and strike up a new friendship. I get that it takes time to get to know people—just like in real life—but once you do, they might have need of your services, or recommend you to someone else, or give you an idea that can help you with your business.

Twitter is fun. It’s addictive. It’s frustrating. Using Twitter well requires patience and discipline. It can be a powerful tool to help you grow your company and engage with customers, but you have to commit. Most importantly, you have to be generous. You don’t want a complete stranger walking up to you at a party to tell you what they’re selling, so don’t do it to your tweet peeps. Find out what they need. Point them toward useful resources. Be a solution provider, and soon enough, your followers will come to you for solutions.

But don’t take my word for it—Scott’s the expert. Pick up his new book, Un-Marketing, at any major bookseller. Then let me know what you think. You’ll find me on Twitter @lesliejthompson.

The post How I Learned to Stop Worrying and Love Twitter (And Why You Should, Too) first appeared on Leslie J. Thompson.