Kim Calvi, Owner of Boston Edits – The Word Lady (TM)

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Any questions or comments should be directed
to those show hosts. Thank you for

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choosing W FOURCY Radio. Churchill said, those who failed to learn from history

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are condemned to repeat it. Kevin
Helenan believes that certainly applies to business.

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Welcome to Winning Business Radio here at
W four cy Radio. That's W four

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cy dot com and now your host, Kevin Helena. Thanks everybody for joining

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in again today. I'm Kevin Hallanan
and welcome back to Winning Business TV and

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Radio on W four cy dot com. We're streaming live on talkfour tv dot

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com in addition to on Facebook and
that's at Winning Business Radio, and of

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course we're available on podcasts after the
live show and many other platforms including YouTube,

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iHeartRadio, Spotify, Apple, pretty
much wherever you listen to your favorite

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podcasts, it's about one hundred in
number. We are there. The mission

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of this show, Winning Business TV
and radio, as regular listeners and viewers

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know, is to offer insights and
advice to really help people avoid the mistakes

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of others, right to learn best
practices, the how tos, the what

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tos, the what not tos,
to be challenged. And I always say

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it, certainly and hopefully to be
inspired by the successes of others. But

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you know, virtually every successful person
that I've ever talked to has had some

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form of failure in their lives and
careers. So while we all have to

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get our knees scraped once in a
while, I always say I'm driven to

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keep those scrapes from needing major surgery. Let's endeavor to learn from history so

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we don't repeat it. Today.
My guest is Kim Calvey, owner of

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Boston Edits. The word Lady.
We'll get into that in a bit.

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Here's your bio. Kim Calvey founded
Boston Edits, LLC twenty one years ago,

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that's two thousand and three. Prior
to starting her company, she held

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roles including a technical editor for a
large public technology company, a contracts editor,

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paralegal for a law firm, an
editorial assistant at a consumer law organization,

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a bilingual proofreader at one of the
largest financial institutions in the US.

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In short, Kim writes content for
B to B professionals. As she says,

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she loves what she does since she
truly enjoys learning about other forward thinking

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professionals. You know how they become
subject matter experts in their relative fields and

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what makes them better and different.
She enjoys providing content media services to senior

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level B to B decision makers,
such as blog writing, website content documentation,

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editing, PR marketing, collateral across
all social media platforms, in particular

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Google Business Profile, which maximizes search
engine optimizy optimism and increases client visibility.

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She also hosts her own podcast show, inviting B to B guests and clients

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to discuss their services and what is
distinct about their business. Her other services

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include social media management and facilitating industry
related periodical advertising. When she's not I

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love this line. When she's not
wielding the proverbial red sharpie in her hand,

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she spends her time with her partner
Brad either downhill skiing at Loon Mountain

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in Lincoln, New Hampshire, or
surfing in Newport, Rhode Island. Other

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passions include reading, cooking, and
working out. She's a weightlifting officionado and

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a yoga devote Kim, Welcome to
Winning Business Radio and TV. Thanks for

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being here. Thank you so much
for having me. It's a real privilege.

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Oh well, it's a privilege for
me. Tell us just to give

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us a little bit of background.
Where did you grow up and tell us

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about that town or city. Well, I grew up in a lot of

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places because my parents were still married
to each other. My father was a

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commercial pilot so was transferred a lot, so I lived pretty much all over

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the United States. But we are
from Hingham, and after my parents split

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up, I finished high school and
andover on the North Shore. But now

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I'm a resident on the South Shore, so I've come full circle. And

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I did spend a little bit of
time in my twenties living in Spain by

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myself. That's very cool. That's
where you learned Spanish. See that was

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second nature. You didn't have to
think about that one. So when you

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were younger, what were your earlier
interests? When I was younger, how

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young is so what high school?
So when I was well, actually when

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I was in junior high, I
entered a couple of writing contests for fiction,

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And I mean, fiction is not
really my thing. Obviously. I

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love to read fiction, historical fiction
and so forth, but I am not

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a fiction writer. There's too much
story arcing and character development. But at

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least I tried. But reading and
writing has always been my thing, and

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I think I got into the habit
of writing, oddly enough, from my

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grandfather, my internal grandfather. He
used to write letters to me and I

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would write back. So that was
when I was really little, you know,

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and that just continued throughout my life, you know, until he died.

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So I've always been around books,
you know. I remember going to

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the library when I was four years
old and being so proud to get my

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library card. Yeah, libraries are
my first love. That was my job.

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When I was in high school.
All my friends thought I was crazy.

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They were like, why don't you
want to babysit or work at friendlies?

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And I was like, I am
happy around books. So anyway,

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so yeah, reading, writing,
being around books, that's that's been my

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thing since forever, since I since
forever. So that's why, I asked,

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because very often that's how people end
up where they are, you know,

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right always, but quite often.
So, Now, college, what

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made you choose Emmanuel College in Boston
and then to major in business administration?

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Okay, so I went. I
went to college as an adult. I

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didn't go to college right out of
high school. I waited until well,

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I wait, yeah, I waited
until I was in my late twenties,

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early thirties. And I was grateful
that I went because I felt like I

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got more out of it than I
might might have done it on right out

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of high school because it was a
business Was that a conscious decision not to

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go right away? More, by
the way, there's no judgment in that

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some people. Yeah, yeah,
Well, I mean it was one of

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those things where, well, it
was one of those things where circumstances were

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such that it was it was.
It wasn't something that was going to happen

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right out of high school. But
I always knew I would get there,

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and I did. And when I
did go, I I loved the idea

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of the school and being being you
know, I'm a Boston girl. What

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can I say? I lived Derry
ROI King, and and I loved the

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school, they had an adult learners
program was called e KEP was an Emmanuel

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College Adult program. I think that's
what it stood for. And everybody in

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my class was. I mean,
I was actually on the younger side,

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you know, and really yeah,
yeah, I was going to say at

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at you know, in your late
twenties, going to college to me is

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an even greater accomplishment because it's more
difficult life's going on. Yeah, oh

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for sure. And and I did. I I you know, I did

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four years in three years while working
full time. Because I I think there's

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something to be said, you know, when you when you waited that long

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and just that driven you just it's
what to do with wanting to get it

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over with, That's that's not it. I mean, although I definitely felt

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that way about my accounting courses.
But yeah, but but everything else about

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it was just richer. It was
a richer experience, and I felt like

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I brought more to the table,
and I know I definitely got more out

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of my education there. So I
was glad that I went. And you

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know, no looking back, that's
awesome. Here's a question I like to

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ask often, how did you get
your first professional job? So my first

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professional job. Smiling already because the
story always makes me laugh. So all

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right, so I came home from
Spain and I was living in the North

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End. I'd gotten myself a little
studio apartment and I was doing some temp

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work and I landed this temp job
as a temp perceptionist. And I was

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actually started off as a temp for
the temp and so anyway, so the

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other temp didn't come back, and
so they had they kept me. And

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I think I started like in the
fall or something like that, and you

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know, months were going by,
and so anyway, so and I kept

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asking the HR person, you know, I, I'm really interested in the

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job. You seem to like me. Can we just put this together?

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And yeah, yeah, yeah,
nothing ever happened. So back in the

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day when I had a tremendous amount
of bravado, I the office was you

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got off the elevator, you're right
there in the reception area. So one

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Monday morning, and this is back
in the day when everybody was still reading

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the paper, the president of the
company got off the elevator and I'm sitting

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there with the paper and he said, good morning, Kimmy, what are

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you doing? And I said,
looking for our job? And he's like,

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aren't you happy here? And I
said, yeah, I said,

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I am, I said, but
it's been months and nothing's happening. And

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anyway, long story short, within
two weeks they had hired me. That's

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awesome, Yeah, that is awes
and I got a better job. They

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ended up they didn't hire me for
the receptionist position. They put me in

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the IT that the tech because it
was a consultancy. They put me in

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the IT department, and I was
you know what it's worth. It was

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the only female, and I was
young. I was in my mid twenties

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and around surrounded by professional men have
been doing this a long time, and

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they had me. My boss at
the time, Bob lovely gentleman. He

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decided he wanted to start a weekly
newsletter for the company and he put me

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in charge of that. So my
first big girl job, you know,

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I was just lobbying for the receptionist
position. I ended up with something far

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better. And I think that's been
a huge part of the trajectory that's been

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my career. Was that the Yankee
Group. Yes, it was yeah,

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okay, I just I just I
picked on your LinkedIn profile to get it.

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But then you landed, so you're
there for a couple of years.

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Then you landed or at least not
too long after, at very large company

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the subject of Aaron Brockovich for those
that have seen that movie, W R.

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Grace. Yes, yes, tell
us about that position. Yeah.

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So I somebody just called me out
of the blue one day and you know,

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we've got this marketing position, and
you know, we saw your resume

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and I don't even know where they
saw it, don't ask me, and

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they were just like, you know, this is what the position is.

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This something you think you'd be interested
in. It's a little more dynamic.

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And because at the time, I
was in school, so I was doing

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a lot of contract work, a
lot of temp work, because I didn't

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want I mean, I was working
full time, but I didn't want the

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pressure of working necessarily for a company. You know. I just thought,

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Okay, I've just I've got to
pay the bills, but I really want

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to focus on my studies. Anyway. But once I got that down pad,

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I was glad to take this position, and I learned an awful lot

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about marketing. I learned a lot
about event planning, trade shows, you

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know, publication, packaging. One
of the things that I did was a

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special project. We worked with the
Architectural Institute in Boston and we created a

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We partnered with them, we created
a contest, and I mean I designed

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the brochure and wrote all the content
for it, and then these architectural students

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had to create a fictitious building in
the Charlestown area in the Navy Yard.

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To this day, I still have
the brochure that I designed. So that

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was one of the little little things
that I learned there. Yeah. So

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yeah, I'll interject the question your
most important lesson learned, but i'll skip

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it for grace and I'll go to
Graphique de France. Yes that I can't

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speak French, but you're there for
a couple years. Tell us about that

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company, very intriguing name. Yes, okay, So the owner of the

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company, Jean Bracques, was from
France and he started he started, I

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guess over here he was selling I
want to say posters, but I don't

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think that's right, so please don't
pull me. But in any case,

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his company grew and so it became
a like a lot of the calendars that

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you see at the bookstores are from
to France. If you look on the

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back you'll see they'll see the logo, greeting cards, posters and postcards.

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And it was a temp assignment and
I loved it. I mean it was

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you know, talk about a creative
outlet, you will. You just walk

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into the showroom and there's all these
wonderful products and everything from I Love Lucy

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to the Flintstones. Maybe not the
Flintstones, but you know, like you

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know, the Jetsons or whatever,
and then like some vintage Barbie, you

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know that kind of thing. And
it was just like this is great.

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I mean, this, this is
just so much fun just to look at.

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And I started there covering for somebody
who was going on maternity leave,

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and they liked me so much.
When she came back, they created a

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job for me. And yeah,
and there was only one editor, believe

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it or not, the whole company. And to this day, I still

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keep in touch with her. She
is retired, I believe in Nello's in

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Arizona anyway, her names anyway,
she she was doing all the editing and

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she was inundated, and I was
like, well, you know, I

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send it, send it my way, and that's what I did. I

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helped her out a lot. It
was it was a big part of my

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job that they created for me.
So again another stepping stone, another little,

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a little, you know, piece
of the puzzle that you know,

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eventually led us to where I am
right now. But anyhow, so what

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was your key takeaway from working there? Oh, let's see, collaboration because

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we had the writers, we had
the artists, you know, the designers,

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we had the licensing group that we
had that you know that that you

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know, they would they would call
the people who you know own the I

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Love Lucy logo and all of the
imagery for that. So there was a

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lot of collaboration. And yeah,
that's that was my biggest takeaway there.

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And I really enjoyed it. I
really did. I like that job.

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It was hard to leave that one. And then you went to Fidelity not

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too long thereafter, a huge company, well known national international brand tell us

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about that role. So that was
another one where someone just called me out

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of the blue and just said,
you know, I saw your experience and

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this is what they have a need
for this. You know, it's it's

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contract that could lead to permanent but
for the long haul, it's it's contract.

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What do you think? And I
was like, well, Okay,

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why not? And so I went
there and had the interview and liked it

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because it was editing and it was
more editing, so it was building on

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what I had been doing primarily a
fifty percent of the time at Griffique de

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France. I was like, what
were the materials at Fidelity? Okay?

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Sure, so for one K prospectuses, stickers reports, Oh goodness, some

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of those pretty technical? Then very
it was very technical. Yeah, And

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so my job was to edit them, first of all in English, and

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then we would farm them out to
companies that would translate them. And what

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we had to do is we had
to make sure that when they came back

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they were translated into Spanish, Spain, Spanish because properly. Yes, exactly.

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So that's what I was looking for
too. Yeah. At a client

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in the shell, still client from
time to time, and a friend political

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advertising for the Spanish language, and
she said, people without her people just

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butcher it. Oh yeah, it
doesn't translate. Well, it's like it's

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like reading Chinese directions for an American
product, you know, yes, yes,

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yeah, that sounds about right,
yeah yeah yeah. And the colloquialisms

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too. That's really what we were
looking for. And it's just like,

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okay, if we're using a word, a particular word, we have to

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describe something or to that's associated with
a particular product. It has to be

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throughout, you know, the the
entire document. It can't we can't call

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it something else, someplace else.
All right, we're going to take our

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00:14:52.399 --> 00:14:56.440
first break right here. We'll be
back in about a minute with Kim Calvey

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of Boston Edits. You're listening to
Winning Business Radio with Kevin Helene on W

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00:15:07.639 --> 00:15:11.039
four CY Radio. That's W four
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That's five six one five zero six
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free advertising now, and now back
to Winning Business Radio with Kevin Helene presenting

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00:15:56.519 --> 00:16:02.039
exciting topics and expert guests with one
goal in mind to help you succeed in

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00:16:02.120 --> 00:16:12.919
business. Here once again is Kevin
Helenatt. We're back with Kim Calvey.

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00:16:12.960 --> 00:16:18.799
She's the owner of Boston Edits,
LLC. And she is, I don't

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want to get it wrong. I'm
gonna look at it, look at it

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00:16:21.399 --> 00:16:26.039
one more time real quick. The
word lady, Yes, where did that

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come from? It seems appropriate?
But did you come up with that?

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Did somebody else come up with that? Someone gave that to me. I

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was at a networking meeting one morning
and another member who had trademarked her which

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her line of business the mortgage lady. She said, right, and she

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00:16:45.720 --> 00:16:48.759
said you should call yourself the word
lady. I was like, well,

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let me Yeah. So I looked
on the USPTO web website to see if

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it was taken and it's not,
so I took it. There you go,

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00:16:56.159 --> 00:16:59.960
good move yep, all right.
So now take us to the now

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00:17:00.279 --> 00:17:03.559
Consumer Law Center there for about four
years. To me, when I hear

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00:17:03.600 --> 00:17:06.000
that, I think of you know, people go there for not just a

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job, but for the for the
mission. I don't know if that's true

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00:17:07.599 --> 00:17:11.839
with you, but tell us about
that role in that firm or that organization.

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00:17:12.039 --> 00:17:18.160
Better said, yeah, so that
role that came to me a good

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time in my life as well.
I mean, I have to say,

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I mean just I'm lucky. I
have been very lucky. So that came

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00:17:22.839 --> 00:17:29.160
to me, and I you know, went for the interview, and I

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knew that, you know, I
was like one of three or four people,

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00:17:30.599 --> 00:17:33.480
and so they offered me the position. I was there for four years

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00:17:33.480 --> 00:17:36.599
and it was a great four years. It flew by in a flash.

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And my job was and was to
edit the chapters or books, depending on

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what cycle there. And sometimes we
were rewriting chapters for supplements and other times

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we were rewriting whole books. And
the lawyers there wrote their content and we

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had to edit it to make sure
stylistically that it was correct, you know,

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grammatically that then and I mean which
that was actually a minor thing because

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most layers are pretty good writers actually, but also just the way it laid

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out on the page, and like
and then just the like the footnotes,

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the detailed the way a legal footnote
is written, that sort of detail.

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And there were a couple of books
where I have to say, like I

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remember going through one of them and
there was a footnote that was like three

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or four pages long, just the
footnote and you have to go through it

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and then you know, of course
the writing is smaller, you know,

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it's it's it's a very detailed thing. Then yeah, I loved it.

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This is kind of probably a dumb
question, but I'm gonna ask anyway,

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how do you not go cross side
when you're editing something? Yeah, well,

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that's an excellent question. I think
that I've only recently started wearing glasses.

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I didn't wear glasses when I was
working there, So I just think

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that it's I think you go cross
sight if you take your eyes away from

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00:18:49.799 --> 00:18:52.279
it too often. And we would
actually talk about that. I remember in

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staff meetings myself and the other editors
that you have you know, the manuscrit

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tier, you know, the correct
manuscript here, and then you've got something

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else over here. So you're looking
at like to at least two different things,

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sometimes three different things at the same
time, and you cannot take your

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eye off of it. And the
second you do, then it's like you

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can't. You lose your place.
It's very disorienting. So where was I?

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And you start to panic and do
I have to start over? And

295
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yeah, it's it's almost like it's
better to keep your eyes on it no

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matter what. So that's a good
answer, all right. So right around

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00:19:25.680 --> 00:19:30.200
that time or just there after,
you get became certified, took more education,

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00:19:30.799 --> 00:19:34.000
certified, became a paralegal in twenty
fourteen, and then you worked at

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00:19:34.000 --> 00:19:38.119
a law firm. So start with
why the decision to become a paralegal.

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00:19:40.759 --> 00:19:44.839
So I had gone to law school
for a couple of years and I liked

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00:19:44.839 --> 00:19:48.119
it, but I love the reading
and the writing, the litigating forget it.

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00:19:48.160 --> 00:19:48.920
I mean, if I want to
argue, I'll do that for sport,

303
00:19:49.039 --> 00:19:56.599
but I want it's not what I
want to earn my living at.

304
00:19:56.960 --> 00:20:00.039
So but I thought, okay,
I should at least continue this to some

305
00:20:00.160 --> 00:20:06.160
degree, and so I decided I've
finished my studies as a paralegal. And

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00:20:06.200 --> 00:20:07.680
at the time I met my partner, whom I know, you know,

307
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and he even said, he's like, there's so many lawyers out there.

308
00:20:11.640 --> 00:20:15.960
He's like, just he's like,
you know, everybody needs a pairalegal.

309
00:20:17.039 --> 00:20:18.319
And he was right. So in
any case, I'm glad for the education

310
00:20:18.400 --> 00:20:22.279
for both, but as it turns
out, I'm terrible at both. So

311
00:20:25.119 --> 00:20:27.119
because I worked when I worked for
a law firm, you know, it's

312
00:20:27.119 --> 00:20:30.319
a law firm, right, and
law firms they have their own cadence,

313
00:20:30.319 --> 00:20:33.160
they're their own animal, and you
know whether they're you know, and they

314
00:20:33.160 --> 00:20:37.480
operate differently from from in house counsel, right, so you know, and

315
00:20:37.640 --> 00:20:42.079
and I tried both and again I'm
just I'm just not very good at it

316
00:20:42.119 --> 00:20:45.680
because at the end of the day, when you're reading and you're writing something,

317
00:20:45.720 --> 00:20:52.519
you really need large chunks of time
uninterrupted by yourself. And as a

318
00:20:52.519 --> 00:20:56.000
paralegal and probably as an attorney,
you know, if you're a busy attorney,

319
00:20:56.039 --> 00:20:59.079
you've got paara legals working under you. They're constantly asking you for help

320
00:20:59.160 --> 00:21:03.079
or something. And then are legal
You've got attorneys coming at you. And

321
00:21:03.119 --> 00:21:04.319
it's just at the end of the
day, it's just not my style.

322
00:21:04.720 --> 00:21:08.359
So at the end of the day, you played your strength so well.

323
00:21:08.400 --> 00:21:11.839
I was just going to say,
there's the takeaway there, the lesson.

324
00:21:11.319 --> 00:21:15.440
First of I'll do what you enjoy, Yeah, and know your strengths,

325
00:21:15.480 --> 00:21:19.039
know your lane. That's really good. All right. We're at another very

326
00:21:19.079 --> 00:21:25.079
large company, public company, Analog
Devices, so I'm familiar with tell us

327
00:21:25.119 --> 00:21:27.480
about that role. So that was
that was really short lived. That was

328
00:21:27.519 --> 00:21:32.119
a very brief contract role. But
the reason I included in my experience is

329
00:21:32.119 --> 00:21:36.319
because that was supremely technical, I
mean, more so than any of the

330
00:21:36.319 --> 00:21:40.599
books I edited at the National Consumer
Law Center. I mean they had a

331
00:21:40.599 --> 00:21:45.319
whole i mean style, guides and
directions on every little thing. And that's

332
00:21:45.319 --> 00:21:48.599
not a criticism. It's necessary because
the products they're building, you know,

333
00:21:48.640 --> 00:21:52.680
that they're selling, are very technical
and meant to improve the quality of life

334
00:21:52.720 --> 00:22:02.279
and so forth. But that was
not particularly creative. So I'm glad for

335
00:22:02.319 --> 00:22:08.319
the experience because it does reinforce,
you know, my natural tendency to be

336
00:22:08.400 --> 00:22:14.160
detail oriented. But in terms of
content, it wasn't anything that was like,

337
00:22:14.240 --> 00:22:19.119
oh, I'm really enjoying this so
or passionate necessarily passionate, Yes,

338
00:22:19.200 --> 00:22:25.599
that a better word. What's that? Not necessarily passionate about semiconductors? Right?

339
00:22:26.039 --> 00:22:29.880
Yeah, for some people, but
not this person. So yeah,

340
00:22:30.079 --> 00:22:33.720
all right, then Boston edits,
right, So you found that it you

341
00:22:33.759 --> 00:22:37.920
know, a while you were looks
like, while you were at Graphique or

342
00:22:37.960 --> 00:22:44.599
somewhere around that time frame, right, So yeah, so it I mean

343
00:22:44.640 --> 00:22:48.680
I legitimized it five years ago,
in twenty nineteen, but I've been doing

344
00:22:48.680 --> 00:22:52.359
it on the side for years.
And that's honestly. You know. Once

345
00:22:52.400 --> 00:22:56.839
I was finished with analog devices,
once I finished my assignment there, it

346
00:22:56.920 --> 00:23:00.119
was like, you know what,
I have enough of a background, I

347
00:23:00.119 --> 00:23:04.079
have enough connections to get started,
and I've done enough work, so let

348
00:23:04.119 --> 00:23:07.480
me just And I was in a
position where I could. I had the

349
00:23:07.559 --> 00:23:12.559
luxury of attempting, you know,
to start my own business, and here

350
00:23:12.559 --> 00:23:18.960
I am five years later. So
tell us about the process, you know,

351
00:23:18.000 --> 00:23:21.960
the pitfalls. What was the hardest
part of starting the company formally,

352
00:23:22.440 --> 00:23:27.720
I mean, to make it a
living. I think the hardest part was

353
00:23:29.519 --> 00:23:33.359
just just I'll tell you what the
hardest part was. I would go to

354
00:23:33.599 --> 00:23:36.440
when I first started, I went
to every single networking group that came my

355
00:23:36.519 --> 00:23:40.359
way, large, small, early
in the morning, after work, all

356
00:23:40.359 --> 00:23:44.200
of that. I went to every
single one, and and I would I

357
00:23:44.240 --> 00:23:45.519
mean, looking back now, it's
like, I can't believe I managed to

358
00:23:45.519 --> 00:23:49.480
get anything done. But you know, you go you do that when you're

359
00:23:49.480 --> 00:23:52.440
starting up because you want to get
the business right and you don't know where

360
00:23:52.440 --> 00:23:56.799
it's going to come from. So
you go everywhere thinking that you're going to

361
00:23:56.839 --> 00:24:03.119
get you know, just planting seeds
everywhere. You possibly can and within a

362
00:24:03.160 --> 00:24:07.200
few months. Maybe that's too long. Maybe maybe I'm one of the luckier

363
00:24:07.200 --> 00:24:10.079
ones. I guess, I don't
know, but it became patently obvious to

364
00:24:10.119 --> 00:24:15.599
be very judicious and where I would
spend my time and introduce myself to my

365
00:24:15.680 --> 00:24:21.839
target audience. Really, so I
became very aware of that quickly and have

366
00:24:21.960 --> 00:24:26.400
been focusing my attention on that pool
of referrals and so forth since then.

367
00:24:29.079 --> 00:24:34.200
Now we do an LLC yet or
did the LLC become later become common later?

368
00:24:34.680 --> 00:24:38.720
That came in twenty nineteen, Okay, yeah, yeah, yeah,

369
00:24:38.759 --> 00:24:41.400
that's so. Yeah, So that
was like, that's what I mean.

370
00:24:41.440 --> 00:24:44.680
It became official, right, you
know, yeah, five years ago,

371
00:24:44.720 --> 00:24:48.519
five and a half now, yeah, wow. And your early clients came

372
00:24:48.640 --> 00:24:52.920
from that networking or do they come
from other ways? They? I was

373
00:24:52.960 --> 00:24:57.839
in ninety percent of them came through
the networking. You know. Obviously,

374
00:24:59.000 --> 00:25:02.039
my partner, Brad knows quite a
few people, so he made some introductions,

375
00:25:02.200 --> 00:25:07.880
and then they made introductions, you
know, they introduced themselves. And

376
00:25:07.079 --> 00:25:11.000
I did to belong to a couple
of other networking organizations too, and I

377
00:25:11.000 --> 00:25:15.119
made some contacts who made referrals and
so forth, So I will say,

378
00:25:15.160 --> 00:25:18.680
I mean what helps is getting your
message out, but getting it getting it

379
00:25:18.720 --> 00:25:19.920
out correctly, And I hope that's
I mean, that's obviously what I helped

380
00:25:19.920 --> 00:25:23.039
my clients do, right, because
everything's transparent to us, and I was

381
00:25:23.160 --> 00:25:26.880
very careful about that. I want
to be absolutely clear about who I was

382
00:25:26.920 --> 00:25:30.640
and what my services offered, you
know, my companies, what my company

383
00:25:30.680 --> 00:25:34.079
is about, and why it's valuable
to people who might need my services.

384
00:25:34.680 --> 00:25:37.960
All right, so let's dig in
there. We got a few minutes before

385
00:25:38.000 --> 00:25:45.119
the bottom of the hour break tell
us more about Boston edits. So I

386
00:25:45.160 --> 00:25:47.920
say to people, Boston ad it's
because I mean, I love to read

387
00:25:47.960 --> 00:25:51.359
and I love to write, and
this day and age, writing for writing

388
00:25:51.559 --> 00:25:55.720
is writing's sake is not enough.
There has to be there has to be

389
00:25:55.759 --> 00:25:59.279
a couple of different purposes to it. Obviously, when somebody is writing,

390
00:25:59.319 --> 00:26:02.119
they're publishing, have something to say
and they want people to read it,

391
00:26:02.160 --> 00:26:06.920
and that's fine, that's valid.
But the writing that I offer my clients

392
00:26:07.039 --> 00:26:11.559
is has search engine optimization baked into
it because it's digital. So like for

393
00:26:11.599 --> 00:26:15.079
example, and I've seen this before, where somebody will will publish a website,

394
00:26:15.200 --> 00:26:18.400
right they they finally, you know, they had they put their website

395
00:26:18.400 --> 00:26:22.160
together. They've got the content on
their webs Yeah, it took the months.

396
00:26:22.200 --> 00:26:26.319
They did it themselves, and you
know, but they they were they

397
00:26:26.559 --> 00:26:30.000
they it's so transparent to them that
they just wrote. They just wrote it.

398
00:26:30.039 --> 00:26:32.599
They didn't have a copy edited,
they didn't send it to anybody to

399
00:26:32.599 --> 00:26:33.559
have another, you know, set
of eyes. I mean, maybe there's

400
00:26:33.599 --> 00:26:37.119
significant other pretty awful to say,
but I've seen plenty of websites with typos

401
00:26:37.119 --> 00:26:42.559
in them. Oh it's it breaks
my heart because it's it's like you can't

402
00:26:42.559 --> 00:26:47.680
rely on spellcheck. But that that's
another story anyhow. So you know,

403
00:26:47.680 --> 00:26:49.599
they have their best friend look at
it, or their significant other or it

404
00:26:49.759 --> 00:26:52.039
even had people say, well,
you know, my high school student at

405
00:26:52.079 --> 00:26:56.680
home is pretty good in English,
and I'm like, okay, And younger

406
00:26:56.720 --> 00:26:59.920
kids are certainly more tech savvy,
right, So I mean there's there they're

407
00:27:00.079 --> 00:27:02.400
there might be some truth to that, but it's still wise to have a

408
00:27:02.400 --> 00:27:03.720
professional look at it, right,
somebody who's been in the trenches for a

409
00:27:03.759 --> 00:27:07.920
long time. And so, you
know, when I see people they've they've

410
00:27:07.920 --> 00:27:11.519
got a good website, but then
they don't know how to advertise it,

411
00:27:11.599 --> 00:27:15.079
right, like they don't they're you
know, they're not using Google effectively,

412
00:27:15.240 --> 00:27:18.279
or they're not they're not using their
LinkedIn profile. I mean any but any

413
00:27:18.279 --> 00:27:18.960
of my clients. Talk to any
one of them, and they'll tell you

414
00:27:19.000 --> 00:27:22.599
they've heard me say this a million
times because it's true. You know,

415
00:27:22.640 --> 00:27:26.799
Google looks for consistency and it looks
for visibility, and that's part of the

416
00:27:26.799 --> 00:27:29.440
reason why search engine optimization is so
important. If you want to be highly

417
00:27:29.519 --> 00:27:32.200
visible, you have to bake in
that content, right, So you have

418
00:27:32.279 --> 00:27:33.960
to in the trade, we call
it stuffing. You don't want to use

419
00:27:34.200 --> 00:27:38.759
you know, the same word every
other word like sales for instance, Right,

420
00:27:40.240 --> 00:27:41.480
you know you don't want to do
that. That's stuffing and that's obnoxious

421
00:27:41.519 --> 00:27:47.279
and everybody hates that. But it
has to be mentioned enough on your different

422
00:27:47.480 --> 00:27:52.200
pages on your website so that Google
indexes that. And you have to also

423
00:27:52.240 --> 00:27:55.799
be advertising in other places where you
have a social media presence, like your

424
00:27:55.839 --> 00:27:57.880
LinkedIn profile. Not just your LinkedIn
profile, but if your company has a

425
00:27:57.920 --> 00:28:02.119
LinkedIn profile has to be used there
too, And then you know, you

426
00:28:02.160 --> 00:28:06.839
have to post you know periodically they
say periodically, but I mean some people

427
00:28:06.880 --> 00:28:10.079
post every day. I don't know
where they find the time. Some people

428
00:28:10.119 --> 00:28:14.079
post once a week, some people
post twice a week, and that's just

429
00:28:14.079 --> 00:28:15.960
posting. Write a couple of sentences
about what it is you do or something

430
00:28:15.960 --> 00:28:21.279
you noticed in yeah, video,
something like that, right, you know,

431
00:28:21.359 --> 00:28:23.519
so Google indexes all that and in
order to be you know, because

432
00:28:23.559 --> 00:28:27.160
you you, everybody wants to be
like the first result on the first page

433
00:28:27.160 --> 00:28:32.759
of the search engine results page,
right, so that all of the writing

434
00:28:33.000 --> 00:28:37.880
supports that goal. So that's what
I provide for my clients. That's why

435
00:28:37.960 --> 00:28:42.720
that's that's a long explanation, but
that's that's what it is. With a

436
00:28:42.759 --> 00:28:48.119
bit of understanding of what makes social
excuse me SEO work. How realistic is

437
00:28:48.119 --> 00:28:52.160
it to be the first place on
a list? So it's realistic if you're

438
00:28:52.200 --> 00:28:56.920
constantly using it, and if you're
using it, you know, like if

439
00:28:56.960 --> 00:29:02.640
you're for example, if somebody is
looking for a divorce attorney, let's say

440
00:29:02.680 --> 00:29:07.319
on the North Shore, Okay,
and they say, you know, divorce

441
00:29:07.359 --> 00:29:14.400
attorney near me, divorce attorney Essex
County divorce litigation, or guardian ad litem.

442
00:29:14.759 --> 00:29:18.200
If if that family law attorney specializes
in either one of those, for

443
00:29:18.200 --> 00:29:22.079
instance, that's going to be all
over their website. It's going to be

444
00:29:22.839 --> 00:29:29.200
they're going to post about it frequently
regularly across all social media platforms where they

445
00:29:29.240 --> 00:29:32.960
have a presence, So likely they're
going to be they're going to come up

446
00:29:33.000 --> 00:29:36.680
on the search engine results page.
They might not be first if somebody else

447
00:29:36.759 --> 00:29:40.839
is paying Google. Right, Yeah, that's that's and that's a different animal.

448
00:29:40.920 --> 00:29:42.160
That's another way to go. Oh, that's fine. But to do

449
00:29:42.200 --> 00:29:45.960
it organically, and I say,
you know, when you look at Google

450
00:29:45.000 --> 00:29:49.160
analytics, you look at something organically, it's better if you're doing if you're

451
00:29:49.200 --> 00:29:56.480
if you're promoting yourself the way I've
suggested, because versus throw dollars at it

452
00:29:56.480 --> 00:30:00.279
exactly. So it's a good gag. You can look at your analytics and

453
00:30:02.119 --> 00:30:03.519
you can do that for my clients. I see, okay, well you

454
00:30:03.599 --> 00:30:07.839
know where how many you know they
got phone call? Which I think that's

455
00:30:07.839 --> 00:30:11.400
going away by the way, with
Google's phone calls. But how how often

456
00:30:11.519 --> 00:30:15.559
is somebody coming up first on the
search engine results page? Or are they

457
00:30:15.599 --> 00:30:18.559
coming up second on the search engine
results page? Are they at least coming

458
00:30:18.680 --> 00:30:22.039
up on the first search engine results
page not buried on page three somewhere.

459
00:30:22.720 --> 00:30:26.039
Yeah, nobody'll ever get there,
right exactly. All right, We're going

460
00:30:26.079 --> 00:30:29.279
to take our second break right here, and then we're going to come back

461
00:30:29.279 --> 00:30:32.240
and dig more into the work that
you do and what it looks like for

462
00:30:32.240 --> 00:30:40.359
your clients. Will be right back
with Kim Calvey. You're listening to Winning

463
00:30:40.440 --> 00:30:45.359
Business Radio with Kevin heleneth on W
four CY Radio. That's W four cy

464
00:30:45.519 --> 00:30:49.440
dot com. Don't go away.
More helpful information is coming right up right

465
00:30:49.480 --> 00:30:56.359
here on Winning Business Radio. The
yp dot com website is your local search

466
00:30:56.359 --> 00:31:00.319
engine. If you're looking for a
good restaurant, it can help you find

467
00:31:00.319 --> 00:31:03.160
the right one nearby with ratings and
reviews. Or if your car breaks down,

468
00:31:03.359 --> 00:31:07.519
you can use the YP app to
find the closest repair shop. Or

469
00:31:07.559 --> 00:31:10.799
maybe you're just looking for something to
do on a Friday night. While it

470
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has great local coupons for all sorts
of things in your area. No matter

471
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what, when or where. If
you're looking for something, YP local search

472
00:31:18.200 --> 00:31:21.079
can help you find it. So
go to YP dot com or download the

473
00:31:21.119 --> 00:31:29.400
app to search local, find local, and save local. And now back

474
00:31:29.440 --> 00:31:34.119
to Winning Business Radio with Kevin Helene
presenting exciting topics and expert guests with one

475
00:31:34.279 --> 00:31:40.160
goal in mind to help you succeed
in business. Here once again is Kevin

476
00:31:40.160 --> 00:31:51.640
Helene. We are back with Kim
Calvey, owner of Boston Edits, LLC,

477
00:31:51.880 --> 00:31:53.640
and the word lady. All right, so take us through. Let

478
00:31:53.640 --> 00:31:57.079
me mention a topic that you reference
in terms of the work that you do,

479
00:31:57.119 --> 00:32:00.960
and just give us a little bit
about that particular service. Writing blogs,

480
00:32:01.880 --> 00:32:07.519
Okay, it's one of my favorite
things to do. So I write

481
00:32:07.559 --> 00:32:08.799
blogs for my clients, not all
of them, but some of them.

482
00:32:08.960 --> 00:32:12.680
One of them in particular, I've
been writing his blog, his monthly blog

483
00:32:12.799 --> 00:32:15.960
for every month for the past four
years now. And yeah, and so

484
00:32:16.319 --> 00:32:22.759
the way I managed that initiative is
he and I meet once a month,

485
00:32:22.880 --> 00:32:28.200
same time via zoom. I record
the conversation and then he just talks about

486
00:32:28.200 --> 00:32:31.680
whatever it is he wants to talk
about in business and his business, or

487
00:32:31.720 --> 00:32:35.680
maybe not his business, but maybe
something he's seeing in the market as a

488
00:32:35.720 --> 00:32:37.960
trend that other business owners should be
aware of, because a lot of his

489
00:32:38.039 --> 00:32:43.599
clients are business owners. And so
then I take that and then I write

490
00:32:43.599 --> 00:32:46.640
my blog based on his comments,
and it's usually two or three pages,

491
00:32:47.279 --> 00:32:51.200
and then I send it to him
and he approves it. He makes a

492
00:32:51.200 --> 00:32:53.680
couple of edits, which is good. I always worried what somebody sends me

493
00:32:53.720 --> 00:32:55.880
something back without any edits. It's
like, did you even read it?

494
00:32:55.920 --> 00:33:00.480
Because sol is the term of art
that they know that once they read it,

495
00:33:00.839 --> 00:33:02.319
they're like, oh, I should
say this here. Okay, that's

496
00:33:02.359 --> 00:33:06.720
fine because that didn't come up in
conversation, and you know, he'll send

497
00:33:06.759 --> 00:33:09.839
it back to me. And then
I posted on one of his websites,

498
00:33:09.880 --> 00:33:15.640
and then I posted on his LinkedIn
profile, on his businesses LinkedIn profile,

499
00:33:16.279 --> 00:33:20.160
and you know, just make sure
that and then I push it on his

500
00:33:20.200 --> 00:33:22.759
LinkedIn profile, push it to all
of the groups that he belongs to,

501
00:33:22.759 --> 00:33:25.799
to really cast the net why,
to really emphasize that he's a subject matter

502
00:33:25.839 --> 00:33:29.880
expert in what he's talking about,
and he truly is. And he's one

503
00:33:29.880 --> 00:33:31.799
of the nicest people I've ever met. I mean, all my clients are

504
00:33:31.880 --> 00:33:37.279
nice people, because you know,
I avoid working with jerks, but very

505
00:33:37.279 --> 00:33:43.039
good, right, And he's a
pleasure to work with. And I learn

506
00:33:43.240 --> 00:33:46.480
as much as you know, I
mean, I'm not just writing, but

507
00:33:46.519 --> 00:33:51.000
I always pick up a tip or
two as well, and so I get

508
00:33:51.039 --> 00:33:55.039
more out of it than just the
writing. I love it all right,

509
00:33:55.160 --> 00:34:04.920
new website copy and differentiate that from
additions or edits to existing copy. I

510
00:34:04.920 --> 00:34:07.159
don't know, Yeah, so well
I'll do both. So for example,

511
00:34:07.199 --> 00:34:12.880
somebody will say, like, I've
I've gotten new clients who they have a

512
00:34:12.880 --> 00:34:15.559
great website. You know, they
came to me with a great website,

513
00:34:15.320 --> 00:34:22.480
but there were a couple of you
know, typos on the homepage, and

514
00:34:22.480 --> 00:34:25.960
and I would point that out and
old then go ahead and do an entire

515
00:34:27.199 --> 00:34:30.599
copy editor proofread of the whole website. Copy editing and proofreading are two different

516
00:34:30.599 --> 00:34:34.480
things, by the way, so
I would, so I will, and

517
00:34:34.480 --> 00:34:37.320
then we make those changes, and
there we go. Sometimes someone will come

518
00:34:37.360 --> 00:34:43.000
to me and they'll say, like, one of my first clients, she

519
00:34:43.119 --> 00:34:46.800
had a website that was like it
was launched when websites were the new big

520
00:34:46.840 --> 00:34:51.800
thing, right, So it was
a while ago, and her law practice

521
00:34:51.880 --> 00:34:55.039
changed a little bit, her father
retired, so there were some changes we

522
00:34:55.079 --> 00:34:59.599
had to make to her website and
also websites back in the day, you

523
00:34:59.599 --> 00:35:02.639
know, started out. We're not
as dynamic, we're not as snazzy,

524
00:35:02.320 --> 00:35:07.719
right, very truncated, very ugly. Right. The first website I was

525
00:35:07.760 --> 00:35:12.159
involved was the mid nineties. That's
a while ago. Yeah, yeah,

526
00:35:13.079 --> 00:35:15.320
and maybe hers was too. So
anyway, so I inherited that and so

527
00:35:15.360 --> 00:35:20.119
I basically I rebuilt her website and
it completely changed the look of it,

528
00:35:20.320 --> 00:35:23.039
and then we rewrote all of the
content too, because when the website was

529
00:35:23.119 --> 00:35:27.599
launched, she was a younger attorney. Now she's certainly more established. It's

530
00:35:27.639 --> 00:35:32.079
more to say she's been published,
she's more accomplished in her practice area.

531
00:35:32.599 --> 00:35:37.280
And so we had to make sure
that we emphasized that on her website,

532
00:35:37.519 --> 00:35:42.280
which we did, and so that
was you know, that was that was

533
00:35:42.320 --> 00:35:45.239
good copy. That was that was
a good project. I mean talk about

534
00:35:45.760 --> 00:35:49.320
you know, sinking your teeth into
something for sure and making a difference.

535
00:35:49.320 --> 00:35:52.519
That's good social media content. I
think we get that, but talk about

536
00:35:52.519 --> 00:35:59.280
it and collateral m right, So
collateral that's a broad term. So that

537
00:35:59.320 --> 00:36:02.039
could yes, So what that means
is pretty much anything my client needs it

538
00:36:02.079 --> 00:36:06.679
to me really. So like for
example, I've had clients, one of

539
00:36:06.679 --> 00:36:10.719
my first clients still a good client
in Manchester, New Hampshire, and I

540
00:36:10.719 --> 00:36:14.880
mean I built his website for him, did the and I still manage it

541
00:36:14.880 --> 00:36:17.599
to this day, write his blogs. But I also because he's involved in

542
00:36:17.599 --> 00:36:21.400
a lot of charities, He's asked
me, you know, can you write

543
00:36:21.400 --> 00:36:24.920
this letter, can you you know, can you put together this help put

544
00:36:24.920 --> 00:36:29.920
together this bursure for his own company. I put together sell sheets. He

545
00:36:29.960 --> 00:36:30.599
asked me to do that. One
day. He just called me up.

546
00:36:30.760 --> 00:36:35.079
So I'd like to have sell sheets
on these four topics. Okay, so

547
00:36:35.159 --> 00:36:37.559
I did you know. We had
a conversation about it so I could get

548
00:36:37.559 --> 00:36:40.239
some more detail. But then I
just curated a lot of the content from

549
00:36:40.239 --> 00:36:43.679
the website and then just obviously what
I knew about him, what I know

550
00:36:43.719 --> 00:36:46.760
about his business. So that's an
example of collateral, and those would be

551
00:36:46.840 --> 00:36:52.039
charged hourly versus project or retainer.
Well, no, for my existing clients,

552
00:36:52.079 --> 00:36:55.000
those are there. It falls into
the auspices of what I do for

553
00:36:55.000 --> 00:37:00.039
them as a retainer client. Yeah, yeah, I'm occasionally though, I

554
00:37:00.039 --> 00:37:04.360
mean, like I a client will
say, like I've got a couple of

555
00:37:04.400 --> 00:37:07.719
clients that they have me just do
their social media posts, you know,

556
00:37:08.599 --> 00:37:13.519
once or twice a month, whatever
it is. But if they were asked

557
00:37:13.519 --> 00:37:15.079
me, look, I need to
brochure, Okay, then that's a separate

558
00:37:15.119 --> 00:37:22.519
project, right. But the thing
with editing copyright. It's really I don't

559
00:37:22.599 --> 00:37:24.960
like charging by the hour because I
don't know how long something is going to

560
00:37:24.960 --> 00:37:28.960
take, and I certainly don't want
to misquote somebody. I'd rather just say

561
00:37:29.320 --> 00:37:32.079
here's the here's the you know,
the investment fee, you know, for

562
00:37:32.159 --> 00:37:37.199
it for the entire project, you
know, versus here's what I charge an

563
00:37:37.239 --> 00:37:40.400
hour. That's because I don't want
to overcharge it. I want to undercharge

564
00:37:40.480 --> 00:37:44.760
you know, nobody. Somebody's gonna
somebody's gonna lose under that arrangement. No,

565
00:37:44.920 --> 00:37:51.000
that's very good website development. That's
starting from scratch, right, Do

566
00:37:51.039 --> 00:37:52.760
you do the technical part? Do
you find that out? No? I

567
00:37:52.800 --> 00:37:55.519
do that. I do that too. I build it right from scratch.

568
00:37:55.639 --> 00:38:01.239
Yeah, yep. And I you
know, yeah, I've done I don't

569
00:38:01.280 --> 00:38:04.400
know how many have I done now, I don't know, more than a

570
00:38:04.400 --> 00:38:07.000
dozen, less than twenty in the
past five years. Yeah, they a

571
00:38:07.039 --> 00:38:09.480
look different. My fingerprints are all
over, but they are just good.

572
00:38:09.559 --> 00:38:13.519
That's rolled up your sleeves because you
know what, I see a number of

573
00:38:13.599 --> 00:38:19.719
websites that look very much the same. Right, Yeah, well is that

574
00:38:20.920 --> 00:38:23.599
well? See, here's the thing. So another one of my trademarks is

575
00:38:23.599 --> 00:38:25.920
your voice heard through the written word. Yeah, I was going to ask

576
00:38:25.960 --> 00:38:30.960
you about that. Go ahead,
Yeah, okay, so we've heard this

577
00:38:30.000 --> 00:38:34.119
before. Two and two will always
equal. For it doesn't matter who does

578
00:38:34.159 --> 00:38:37.239
the math, right, but what
matters is how we get there. So

579
00:38:37.639 --> 00:38:40.559
you could have you know, a
again, I'll just go back to family

580
00:38:40.599 --> 00:38:43.840
law. You could go, you
know, you have a family law attorney

581
00:38:43.840 --> 00:38:49.679
who focuses on you know, litigation
and is also a guardian ad item and

582
00:38:50.079 --> 00:38:53.800
focuses on complex asset division for instance. And then you could have another family

583
00:38:53.840 --> 00:39:00.360
law attorney who who you know,
focuses on the adoption or restraining orders or

584
00:39:00.480 --> 00:39:07.480
same sex unions. Okay, so
those those are different subjects within family law

585
00:39:07.519 --> 00:39:10.760
A number one, number two.
The way they express themselves, those two

586
00:39:10.760 --> 00:39:16.360
different attorneys is very different. One
might be a little bit more you know,

587
00:39:16.400 --> 00:39:20.800
to the point, and and somebody
else might you know, and they're

588
00:39:20.840 --> 00:39:22.159
not I mean, I'm just I'm
just making this up now, but somebody

589
00:39:22.159 --> 00:39:27.960
else can be a little bit more
fluid, and the way they communicate and

590
00:39:28.079 --> 00:39:31.239
just you know, more relaxed,
and and so they're they're their tone is

591
00:39:31.280 --> 00:39:35.840
different. So the writing has to
reflect that, not just the language,

592
00:39:35.880 --> 00:39:37.719
but their tone. Because what I
say to my clients when they before,

593
00:39:37.760 --> 00:39:42.960
you know, when they're contemplating working
with me, is you know, we

594
00:39:43.000 --> 00:39:45.639
want somebody to go to your website
and we want somebody to look at your

595
00:39:45.639 --> 00:39:47.800
website and read it and say,
I like how this person communicates. I

596
00:39:47.800 --> 00:39:53.280
feel like how they're how they're communicating
resonates with me. And that's personality there,

597
00:39:53.599 --> 00:39:58.199
Yes, individual personality, not just
that they're subject matter expert, but

598
00:39:58.280 --> 00:40:02.320
also what makes them unique different because
you know, again somebody else could do

599
00:40:02.360 --> 00:40:06.559
the work, but you're going to
get you know, a better result if

600
00:40:06.599 --> 00:40:10.639
you like the person how they're communicating
with you. So that's important to capture

601
00:40:10.679 --> 00:40:17.880
in the content industry. Publications.
Yes, so a couple of my clients,

602
00:40:17.960 --> 00:40:22.440
one of them I've gotten into Forbes
in Fortune and that was great.

603
00:40:22.480 --> 00:40:24.559
It wasn't yeah, it wasn't just
advertising. It was a full page article

604
00:40:24.639 --> 00:40:30.599
about his particular practice. That's going
to be difficult what his practice or no

605
00:40:30.840 --> 00:40:35.599
getting an article published. They worked
with us, you know, they were

606
00:40:35.639 --> 00:40:37.800
really good there. They were pros
too, so they made it easy.

607
00:40:38.159 --> 00:40:40.079
I mean, I think that if
I hadn't been involved, it might have

608
00:40:40.119 --> 00:40:44.320
been a little it. I might
have taken a little bit longer because you

609
00:40:44.320 --> 00:40:45.960
know attorneys. Attorneys are there to
do their job, okay, you know,

610
00:40:46.000 --> 00:40:50.119
like they you know the social media
that that's somebody else's job, right,

611
00:40:50.159 --> 00:40:52.480
which is why they have me.
So I was able to I mean,

612
00:40:52.519 --> 00:40:57.280
they interviewed him directly, but I
saw the article and I was like,

613
00:40:57.280 --> 00:40:58.760
okay, well, before you send
it to him, you have to

614
00:40:58.840 --> 00:41:00.000
let me see it first because I
know I'm going to have to make some

615
00:41:00.119 --> 00:41:04.239
changes that he's going to want before
he sees it. So we're going to

616
00:41:04.280 --> 00:41:07.320
make it is easy for him to
review as possible. And that's what happens.

617
00:41:07.320 --> 00:41:09.239
That's really good. Yep. Yeah, so well it's the value add

618
00:41:09.400 --> 00:41:13.760
So anyway, so it was published
as a full page. It's it's beautiful,

619
00:41:13.920 --> 00:41:16.039
it's you know, one of the
things I'm most proud of in terms

620
00:41:16.119 --> 00:41:21.960
of projects, proud of for myself. Was certainly proud for him. And

621
00:41:22.000 --> 00:41:28.280
then yeah, another same attorney and
then another attorney. I got into some

622
00:41:28.400 --> 00:41:32.519
publications that are sent out to country
clubs, which makes sense for that particular

623
00:41:32.559 --> 00:41:38.760
potential clientele. So yeah, so
that's that's something that comes my way to

624
00:41:38.880 --> 00:41:45.639
that I know I've got connections on
LinkedIn and news outlets and publications. So

625
00:41:45.199 --> 00:41:49.400
every now and then it's good to
know those people because they'll reach out to

626
00:41:49.440 --> 00:41:52.320
me, or maybe I'll see something
that they post in the feed and it's

627
00:41:52.400 --> 00:41:53.679
kind of like, oh, hey, I saw that you wrote about this.

628
00:41:54.639 --> 00:41:59.039
I'm curious about that because I might
have somebody who might be interested in

629
00:41:59.280 --> 00:42:02.119
that. Sometimes it works that way
cool. I like it. Video bios

630
00:42:02.719 --> 00:42:08.360
m yes, so so I have
video equipment. That's one of those things

631
00:42:08.360 --> 00:42:12.599
that's not especially developed with Boston edits. But I do have all of the

632
00:42:12.679 --> 00:42:15.119
lighting, and I do have all
of the sound equipment and so forth.

633
00:42:15.599 --> 00:42:20.199
So if anybody wanted to do a
video, you know, like I could

634
00:42:20.239 --> 00:42:22.199
go to their office and you know, with their their company, and you

635
00:42:22.599 --> 00:42:25.519
hook up the mic to them the
mic pack, and we could walk around

636
00:42:25.519 --> 00:42:28.920
their office, set up their background. You make sure they're in the right

637
00:42:28.920 --> 00:42:30.519
place, right environment, right,
lighting? Oh yeah, for sure?

638
00:42:30.639 --> 00:42:34.159
Yeah yeah, I mean I've got
the backdrop, I've got the lighting and

639
00:42:34.239 --> 00:42:37.960
oh yeah. Is there a loss
somewhere that says that lawyers have to be

640
00:42:37.039 --> 00:42:42.400
in front of books. I think
they think there is. I think they

641
00:42:42.440 --> 00:42:46.079
think there is. That's funny,
right, yeah, But but I mean,

642
00:42:46.119 --> 00:42:50.000
I've you know, a couple of
lawyers. You know, one of

643
00:42:50.000 --> 00:42:53.639
them likes to sit behind his desk
with plants behind him, and another one

644
00:42:53.760 --> 00:42:58.840
likes to sit at his conference table, and you know, just just with

645
00:42:59.440 --> 00:43:01.559
a couple of So I mean,
everybody's got their own style, and I

646
00:43:01.559 --> 00:43:06.039
think that it's important too. I
mean that style is just as important as

647
00:43:06.039 --> 00:43:09.559
the content. I mean, the
content is written, and that's fine,

648
00:43:09.760 --> 00:43:13.679
but to really make an impact,
you had to have the for lack of

649
00:43:13.760 --> 00:43:17.719
a better way of putting it,
window dressing. And because the style,

650
00:43:17.840 --> 00:43:23.000
the presentation is what matters too.
For sure. Hey, you mentioned something

651
00:43:23.039 --> 00:43:29.880
a little while ago. Clarify copy
editing from proofreading. Yeah, so proofreading

652
00:43:29.920 --> 00:43:32.800
is basically like a cognitive thing.
For example, like when I proofread a

653
00:43:32.840 --> 00:43:37.280
blog that I'm getting ready to publish. Before I hit send or published,

654
00:43:37.880 --> 00:43:40.440
i'm proof reading it, I already
know that I've copy edited, so and

655
00:43:40.480 --> 00:43:45.119
proof reading is easier because I'm looking
for cognitive like, for example, is

656
00:43:45.199 --> 00:43:47.599
every is the first letter of every
sentence capitalized? Is there a period at

657
00:43:47.639 --> 00:43:52.039
the end of every sentence? They're
crrec spacing between each sentence one space or

658
00:43:52.039 --> 00:43:57.639
two? One will do one now
and honestly, it took a long time

659
00:43:57.639 --> 00:44:00.960
for me to get used so I
freely admit that. You know what I

660
00:44:00.960 --> 00:44:02.440
mean, you probably know, but
most people don't realize why that was.

661
00:44:02.480 --> 00:44:06.840
Because in typing school they would teach
you period space space. Yeah, oh

662
00:44:06.880 --> 00:44:10.719
I remember that, and on online
and digital doesn't need that spacing, right,

663
00:44:12.119 --> 00:44:13.960
yep, I know, but it
still took me a long time to

664
00:44:13.960 --> 00:44:16.000
get used to. So yeah,
so that's another thing that's for proof reading

665
00:44:16.039 --> 00:44:19.519
in particular. That's what I have
to correct a lot of it. I

666
00:44:19.559 --> 00:44:24.199
took a typing class in high school. You did so paid off. I

667
00:44:24.199 --> 00:44:29.840
mean it paid off right exactly.
Oh yeah, yeah. So so I

668
00:44:29.880 --> 00:44:30.880
will proof read, you know,
to make sure, like cognitively, that

669
00:44:30.920 --> 00:44:36.119
everything looks the way it's supposed to
quote where they're supposed to be. Like,

670
00:44:36.159 --> 00:44:38.320
for example, and this is a
big one, sometimes a word will

671
00:44:38.360 --> 00:44:43.000
repeat at the end of one line
and the beginning of the next. Yeah,

672
00:44:43.199 --> 00:44:45.440
that's that, you know, that's
something else you have to look out

673
00:44:45.480 --> 00:44:52.639
for. But and and there are
other checks that us word nerds performed to

674
00:44:52.719 --> 00:44:58.360
make sure that nothing is you know, published before it should be has to

675
00:44:58.360 --> 00:45:01.159
be you know, correct. So
that's that's an example, copy editing is

676
00:45:01.199 --> 00:45:05.159
different. Copy editing is when,
like, for example, and I've got

677
00:45:05.159 --> 00:45:07.840
a couple of clients who they're very
good writers. So they write their own

678
00:45:07.880 --> 00:45:10.119
blogs, and that's fine and that's
what they want to do, but they

679
00:45:10.119 --> 00:45:13.920
will send it to me to copy
edit, and you know, I take

680
00:45:13.960 --> 00:45:17.920
out my proverbial red sharpie and I
make it bloody because like, for example,

681
00:45:17.960 --> 00:45:22.000
like maybe they'll use punctuation that's not
quite correct, or they use a

682
00:45:22.039 --> 00:45:27.840
word like the world, I don't
know, increase, they use it three

683
00:45:27.880 --> 00:45:30.840
times in two sentences, like that
sort of thing. That's copy editing,

684
00:45:30.880 --> 00:45:35.199
Like that's getting into the copy.
That's that's okay, We've got to polish

685
00:45:35.280 --> 00:45:38.360
this up a little bit, use
other words, use other punctuation, maybe

686
00:45:38.360 --> 00:45:42.320
shorten a sentence, or maybe take
a sentence that's too long and break it

687
00:45:42.360 --> 00:45:46.400
into two. That's copy editing.
How about this is something I learned in

688
00:45:46.400 --> 00:45:51.519
the eleventh grade. It's amazing how
we can think back and remember this stuff.

689
00:45:51.760 --> 00:45:55.039
The first sentence has to be the
subject line. Yeah, I don't

690
00:45:55.079 --> 00:46:00.320
think most people do that. I
think they write with more of a stream

691
00:46:00.320 --> 00:46:05.159
of consciousness. Then that's the rule. Yeah, okay, but rules are

692
00:46:05.199 --> 00:46:13.239
made to be broken. So lots
of times you'll get an introductory sentence,

693
00:46:14.000 --> 00:46:16.559
like for my own writing, I'm
I'm good with that. I will start

694
00:46:16.599 --> 00:46:20.960
off like I don't and and this
is this kind of you know is cont

695
00:46:22.599 --> 00:46:23.800
well, it is, but it's
also it's you know, I mean,

696
00:46:25.480 --> 00:46:29.400
I've been told I have an intense
personality, but when I'm writing, I

697
00:46:29.440 --> 00:46:30.880
start off kind of slow, like
I will say, you know, this

698
00:46:30.960 --> 00:46:36.039
year has been you know, we've
noticed this in the market. We've noticed

699
00:46:36.039 --> 00:46:38.440
this da da da da da.
But how about how does it how does

700
00:46:38.480 --> 00:46:43.880
it relate to this subject? You
know, it kind of lead up to

701
00:46:43.920 --> 00:46:46.280
it instead of landing on someone like
a ton of bricks. I mean,

702
00:46:46.320 --> 00:46:51.800
both are effective and in the right
context, both are necessary. Either is

703
00:46:51.880 --> 00:46:57.480
necessary. All right, So here's
the point you mentioned before. H I'll

704
00:46:57.519 --> 00:47:00.480
just read this is from your from
your bio or from your website, employing

705
00:47:00.559 --> 00:47:05.960
copywriting skills, line editing, copywriting, copy editing, and profiting skills as

706
00:47:06.000 --> 00:47:09.639
appropriate. Your goal is to pair
the foundation of American English grammar rules with

707
00:47:09.800 --> 00:47:15.159
consistent use of your client's original voice
to create a unique brand entity, sorry,

708
00:47:15.360 --> 00:47:20.320
a unique brand identity which speaks clearly
and concisely to their intended audience.

709
00:47:20.360 --> 00:47:22.360
That kind of summarizes that. Well, I think, thank you, Yeah,

710
00:47:22.519 --> 00:47:25.039
yeah. I worked on that sentence
a while because that there are three

711
00:47:25.039 --> 00:47:29.239
different thoughts and that's one sentence.
You know, it's like, okay,

712
00:47:29.280 --> 00:47:30.000
and I say that to people.
Let me break it down for you.

713
00:47:30.119 --> 00:47:37.800
My writing is three pronged, write
your voice American English grammar, and I

714
00:47:37.880 --> 00:47:42.480
just drew a blank? What's the
third thing? The I can't even believe

715
00:47:42.480 --> 00:47:46.119
this, hold on, just scrolled
past it. This is what I'm saying

716
00:47:46.119 --> 00:47:52.639
when I talk about things being transparent. Foundation of American English grammar rules consistently

717
00:47:52.679 --> 00:47:57.519
used for your client's original voice and
unique brand identity. The brand identity,

718
00:47:57.519 --> 00:47:59.880
because that's the thing that is.
The brand identity is really the result.

719
00:48:00.280 --> 00:48:02.880
So if you have somebody's voice,
you use grammar correctly, it's going to

720
00:48:02.920 --> 00:48:07.760
create a unique brand, a new
unique product for your client, which is

721
00:48:07.800 --> 00:48:10.440
their brand, their brand identity.
You know, how they how they want

722
00:48:10.440 --> 00:48:13.800
to come across. You know,
it's just I mean, they're subject matter

723
00:48:13.840 --> 00:48:17.199
experts, So how do we present
that again in a way that is going

724
00:48:17.239 --> 00:48:21.360
to resonate with their intended audience?
And honestly, you know, their intended

725
00:48:21.400 --> 00:48:24.199
audience isn't just who they want for
potential clients. It's also there are good

726
00:48:24.239 --> 00:48:29.960
referral sources too as to make sense
to their referral sources. So you know,

727
00:48:30.000 --> 00:48:34.480
that's that's another reason why it's important
to be very clear in what what

728
00:48:34.559 --> 00:48:37.880
you do and who you know who
for hey, believe it or not,

729
00:48:38.119 --> 00:48:43.760
we are up against the end of
time here who I know? Right,

730
00:48:43.800 --> 00:48:46.519
So it's just going to go fast. Who in the listening and viewing audiences

731
00:48:46.559 --> 00:48:50.920
should reach out to you and why? And those watching and listening, you'll

732
00:48:50.960 --> 00:48:53.000
see the well watching in particularly,
you'll see the crawl with her details.

733
00:48:53.280 --> 00:48:58.880
Sure. So the a good referral
for me is somebody who is you know,

734
00:48:58.880 --> 00:49:00.519
they're a top performer. They're busy
with what they're doing their B to

735
00:49:00.639 --> 00:49:07.000
B and they know that their social
media presence is lacking and that it's sporadic,

736
00:49:07.079 --> 00:49:10.039
like maybe they have a website but
they haven't looked at they never look

737
00:49:10.079 --> 00:49:13.960
at it. They haven't looked at
it in five or ten years. And

738
00:49:14.400 --> 00:49:15.599
you know, they know that the
content is you know, it could be

739
00:49:15.719 --> 00:49:20.719
could be more robust now because maybe
their business has changed a little bit.

740
00:49:20.760 --> 00:49:23.639
Maybe they're offering a couple of other
services they've expanded. You know, they're

741
00:49:23.840 --> 00:49:28.920
they don't use social media to the
full because they'd like to, because they

742
00:49:28.960 --> 00:49:31.880
know that they should. You know, their LinkedIn profile is you know,

743
00:49:31.960 --> 00:49:37.039
barely a secondary consideration, but they'd
like to start using it more because they

744
00:49:37.079 --> 00:49:40.280
know that the referral sources are looking
at their LinkedIn profile. So they want

745
00:49:40.320 --> 00:49:45.480
to present well, they want to
posture themselves. Well. So good clients

746
00:49:45.480 --> 00:49:47.559
for me? Are you anybody in
B to B who just knows that their

747
00:49:47.559 --> 00:49:52.960
social media presence, you know,
and also that they're not using Google effectively

748
00:49:53.000 --> 00:50:00.239
either, so you know, your
website Google LinkedIn in particular, on top

749
00:50:00.280 --> 00:50:01.400
of everything else that we talked about. Those are good clients for me.

750
00:50:01.440 --> 00:50:04.840
People who know that they just need
to turn it up a few notches to

751
00:50:05.400 --> 00:50:10.639
streamline their online presence and really showcase
why they're subject matter experts and what it

752
00:50:10.679 --> 00:50:14.920
is that they do. Yeah,
try a Google search on what you think

753
00:50:14.920 --> 00:50:17.719
people are searching and see where you
land. Well that's the thing. Yeah,

754
00:50:17.960 --> 00:50:20.760
Yeah, a lot of my clients
will say to me like, yeah,

755
00:50:20.840 --> 00:50:25.760
I can't even find myself. I'm
like, listen, thank you so

756
00:50:25.920 --> 00:50:28.559
much, Kim. I know you've
been here. Thanks for being here.

757
00:50:28.599 --> 00:50:30.960
I appreciate it. This was fun. Thank you so much. Kevin.

758
00:50:30.239 --> 00:50:34.079
You're welcome, and thank you everybody
for watching and listening. This is a

759
00:50:34.119 --> 00:50:37.320
show about business and business challenges.
If you've got concerns about the growth of

760
00:50:37.360 --> 00:50:42.159
your company, feel free to reach
out to me on Facebook or LinkedIn at

761
00:50:42.239 --> 00:50:44.760
Winning Business Radio, or you can
drop me a note. One of my

762
00:50:44.760 --> 00:50:49.760
many email addresses is Kevin at Winning
Business Radio dot com. Our company is

763
00:50:49.760 --> 00:50:53.760
Winning Incorporated, part of Sandler Training. We develop sales teams into high achievers

764
00:50:54.239 --> 00:50:59.639
and sales leaders into true coaches and
mentors. We know are not right for

765
00:50:59.639 --> 00:51:01.519
everybody, but hey, maybe we
should have a conversation. Thank you to

766
00:51:01.559 --> 00:51:05.480
producer and engineer one for another job
well done. Thank you one. Be

767
00:51:05.519 --> 00:51:08.119
sure to be our next week Monday, June tenth. We're gonna do it

768
00:51:08.159 --> 00:51:14.039
all over again. Until then,
this is Kevin Helenan. You've been listening

769
00:51:14.079 --> 00:51:17.159
to Winning Business Radio with your host, Kevin Helenan. If you missed any

770
00:51:17.239 --> 00:51:22.519
part of this episode. The podcast
is available on Talk for Podcasting and iHeartRadio.

771
00:51:23.000 --> 00:51:28.760
For more information and questions, go
to Winning Business Radio dot com or

772
00:51:28.920 --> 00:51:31.320
check us out on social media.
Tune in again next week and every Monday

773
00:51:31.320 --> 00:51:37.360
at four pm Eastern Time to listen
live to Winning Business Radio on W four

774
00:51:37.440 --> 00:51:42.800
CY Radio w four cy dot com. Until then, let's succeed where others

775
00:51:42.840 --> 00:51:50.280
have failed and win in business with
Kevin Helenan and Winning Business Radio