HSL Creative Roundup: August

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August is winding down and quite frankly I'm ready for pumpkin EVERYTHING, how bout you? It's been an incredible month of writing, rehearsals, going to weddings, running and of course analyzing our social media practices. This month I had fun curating a list of my favorite places in Lynchburg for the Clutch Guide blog. I had a female college freshman in mind when I was writing it. What do I wish I had known about the Hill City when I first moved here? Boom. I created this list.

I also spent some time on the blog chatting about the different ways I work with other businesses, thought leaders, artists and nonprofits. My purpose is simple: I want to help other people reach their goals by supplying a plethora of services within the writing and social media realm. So here are 10 ways off the top of my head that I do that every day.

And finally I couldn't help but analyze the crazy impactful viral marketing campaign that has raised over $80 million to combat ALS. Here's where I explained why it worked so well.

I hope you've had a great month as well!

6 Reasons Someone You Know Did the #ALSIceBucketChallenge

In the name of ethical journey I feel it is my duty to share that I did this to myself.
In the name of ethical journey I feel it is my duty to share that I did this to myself.

Did you see an ice bucket video this week?

How about tweets or Instagram photos about #Ferguson?

What about the Downton Abbey philanthropic photo response to its historical snafu?

You probably saw at least one of these--if not all three.

What do these three social media viral moments have in common?

A purpose beyond simply entertainment, attention, and 15 minutes of fame.

Let’s start by analyzing the #ALSIceBucketChallenge. Why did it work?

1. Whether watching or participating--it’s fun. Watching friends’ reactions the moment after cold water is dumped on them is priceless. And continues to be as long as people you actually know and like are participating. I’ve enjoyed watching the varying levels of theatrics that occur as people mentally prepare for the deluge and after it's been poured.

2. It’s a strange equalizer. Ok, so you’re not nominating Steven Spielberg like Oprah did. But this #ALSIceBucketChallenge is an opportunity for people to act out being the celebrity of their own social network for a day. How often do you and Jennifer Lopez and Bill Gates and Lady Gaga all do the same thing in a given day? It’s like a strange game of “celebrities, they’re just like us.”

3. It’s doable. The #ALSIceBucketChallenge is a fairly uncomplicated endeavor. What you need: a bucket, ice water, a friend with a camera, and the ability to name three friends to do it next. This mode of philanthropy may be mildly inconvenient (getting wet when not taking a shower can slow your day down a little) but difficult, it is not. Mark Zuckerberg can do it and oh yeah, so can you.

4. It’s for a good cause. Who doesn’t want to be a helper, giver, public servant, hero? Whether it seems obvious to you or not--this is a way to get the do-gooder euphoria without having to do very much (nope, you didn't dig a well in Africa, you poured water on your head). A lot of times philanthropy sounds like it is something for people who have all the time in the world or all the money in the world. But to participate in this, all you need is water, a bucket, and a camera (and hopefully a little cash to donate).

5. It’s goofy but has merit. Few adults would jump on the bandwagon of teenagers pulling pranks and posting them online (Planking? Hitting each other? Trying to drink a gallon of milk? Please stop.) But somehow the lure of a good cause (and the fact that nobody wants to wimp out on a worthwhile dare--especially if Matt Lauer was brave enough to do it) and your silly prank has gone viral.

6. People love their friends and doing good (and getting a little credit for doing good.) This is why Facebook has 1.23 billion active users--people want to connect with loved ones. The Ice Bucket Challenge pairs bonding with friends with doing something philanthropic and fun (and showing it to the world). So people get a trio of highs: shared experiences, doing something good for someone else and showing the world they are generous/fun people.

Whether or not you’ve embraced what some are calling “slacktivism,” the ALS Ice Bucket Challenge has spread an astounding amount of awareness for the debilitating and fatal disease as well as raised millions of dollars. None of that would’ve happened without social media.

Bottom line: social media is THE way people are connecting with their communities and networks. They are sharing what’s important to them and hopefully beginning to realize that we can all make a difference--no matter the size of our platform.

So did you take the ALS Ice Bucket Challenge? Were you a skeptic? Did you change your mind?

10 Ways I've Made Life Easier for Other Businesses, And How I Can Help You Too

Photo by Foster & Asher
Photo by Foster & Asher

Here in my one-person studio, I do a lot of different things for a variety of other businesses. Today I want to share with you some real-world examples of what I do for my clients. I'm sharing this because it's not unusual for someone to ask me, so what is it exactly that you do?

I'm sharing this today because I'd love to meet a need for you and to simplify or enhance your work.

1. Creating or revamping web copy for freelancers, entrepreneurs and other start-ups. I've helped make website copy sparkle for several individuals and businesses who don't view themselves as "writers." 

2. Outsourcing press releases. These businesses have needed to get news out about the exciting things happening at their organization. They didn't have a full-time staff member dedicated to communication so they opted to hire me to do basic PR. This has been a really great value for them as they don't pay someone a full-time salary but they get what they value most.

3. Brand strategy consulting. Setting up several rut-busting brainstorming sessions has helped clients bounce ideas off of a creative mind and get an outside perspective. I love rolling up my sleeves and figuring out how to solve problems. 

4. Outsourcing company e-newsletter production. Again, companies who prefer to hire out their communication needs on an a la carte basis have utilized this service. 

5. Writing company annual reports. I tap into my journalism roots when helping a company craft its annual narrative to share with its constituents. I love crafting short articles and stories that tell the story of what has happened in an organization over the last year. 

6. Writing a one-page biography for a professional. I've done this for singers, actors, people with political aspirations, and even people who are embarking on a motivational speaking career. They've told me again and again "it's just so hard to write about yourself." So I step in. 

7. Social content scheduling, maintenance. Some businesses just don't have the bandwidth to create, schedule and maintain their social media presence themselves. I've done this at various levels--from just uploading and scheduling pre-created content to crafting new messaging and scheduling it. 

8. Social brand engagement. Some brands get so much engagement from fans they can't keep up with it all on their own. I step in and make sure the "two-way" communication between customers and brands is happening. 

9. Outsourcing blog writing. I have a few clients who simply don't have the time to write blogs every week. I help them craft excellent communication that lives on and continues to bring traffic back to their website long after we hit "publish." 

10. Editing important letters to constituents. Some correspondence needs a professional writer's touch. When an organization was undergoing some changes that had a sweeping impact, I helped craft positive messaging.

Those are just ten ways that HSL Creative has helped meet the needs of other businesses over the past six months. Whether you need help simplifying your load or you need help enhancing your output, HSL Creative may be just what you need to tell your story.  

Drop her a line if you'd like to make your life easier by outsourcing your communication or social media needs. 

HSL Monthly Roundup

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HSL

July came and went in a BLINK. Hello, August! Whether or not August is in fact fall (ok, it's not), it sure feels like it around here. Students are beginning to trickle back to this college town and rehearsals have begun at Alluvion Stage for our fall production of the Little Mermaid. July was a writing filled month over here. I've begun freelancing with Forefront magazine which has me picking the brains of business executives in a variety of industries. Though the articles won't be published until the winter, I wrote four profiles this month in addition to the pieces you can take a look at right now:

HSL Creative Blog 9 Surprising Things I Learned When I Met a Client In Person
10 Secrets to Getting Started Freelance Writing

The Clutch Guide Endstation Theatre Company presents Always, Patsy Cline
3 Tips for Feeling Confident in an Unknown Situation

Kicker Hail the Conquering Hero: Tim Howard!
Kickstarter Potato Salad
Malaysian Airlines Shot Down over Ukraine
Meriam Meets the Pope
Turkish Women Laughing

Have a fantastic month!

10 Secrets to Getting Started in Freelance Writing

Coffee
Coffee

One question I get asked with some frequency is "so how did you get started writing?" You may be interested in pursuing freelance blog or magazine writing but don't exactly know where to start. Though I started with a degree in journalism, I submit that it's certainly not the only way to launch a career writing. Here's ten steps to take that I've seen work:

1. Start a blog. This is your first stop on the road to getting paid to write. Blogging gives you full control of what you will say and how you will say it. Show the world what you can write and what you're passionate about saying! The world is your oyster. The blog is your step one.

2. Get a copy of the Writer's Market. Pore over it. This annual volume is the bible of freelance magazine writing, poetry and writing contests. It also has a collection of great, informative articles all about the business of writing. You can fork over the money for it or just spend some time at your local library.

3. Offer to guest post on other blogs in which you can provide relevant and helpful content. Can you think of a blog or a website that really resonates with you? Look for their contributor guidelines. Some sites won't pay but if you have a good looking blog with compelling content and a great idea for a post, they will give you a shot. Look you're collecting portfolio pieces already.

4. Master the art of the query letter. This is your pitch. The magazine industry has its own nuances. Make sure your ideas are relevant to the magazine. Show you've read it and you like it. Then pitch.

5. Read On Writing Well by William Zinnser.

6. Get YourName.com. I have several friends in the business who regret that some other joker got their name (ie janedoe.com) before they did. This is a just a good rule of thumb for anyone. Buy your name's URL at GoDaddy just in case. My dad always said: "better to have it and not need it than to need it and not have it." A website provides a great opportunity to point potential editors to check out several of your clips in one place. You have full control over this corner of the internet that has your name on it.

7. Spiff up your Linkedin page. Make it clear that you're a writer. Add keywords that people who might be in search of a freelance writer would use when looking for one. Consider eliminating positions you've held that don't add helpful or interesting context to your work story. Yes, I left the fact that I once swept hair from the floor of a salon off my Linkedin page. Gasp.

8. Read Bird by Bird: Some Instructions on Writing and Life by Anne Lamott.

9. Do your research on the people in your network that are in the publishing business. And when I say "network" I don't mean "people you follow on Twitter." I mean people who you know that would be glad to pass your name along to the proper person. Let friends and family know this is the direction in which your career is headed.

10. Keep writing.

Have anything to add to the list? Comment away!  

9 Surprising Things I Learned When I Met a Client In Person

My friend Erin and I enjoying the most delicious italian food and conversation.

My friend Erin and I enjoying the most delicious italian food and conversation.

I have one of those mainly-just-me-and-my-computer careers. (My 2nd career, acting, is another story--and another blog post.) On an average month my work demands that I engage with people in person four hours or less.

I, like many people these days, have clients that I've never met in person. Recently I got the chance to meet some face to face for the first time after having worked with them for several months. Connecting with them in person was so refreshing and reminded me of why the face-to-face experience simply can't be replaced by conference calls, emails or Google Hangouts.

1. Eye contact. It powerfully conveys authenticity and intentional listening. When eye contact is avoided our first instinct is to think that someone may not be trustworthy.

2. (Appropriate) physical touch. The occasional touch on a shoulder conveys warmth and amiability. Depending on your culture, this conveys a real sense of friendliness and accessibility.

3. Body language/mannerisms. Expressive gestures can contribute equally to getting a feel for someone's personality as their words do.

4. The comfort and joy of gathering around a table. Many of life's most meaningful moments are experienced when dining or drinking together. Ie Starbucks, Cheers, Thanksgiving, The Last Supper--you get the idea.

5. Veering off topic. Sometimes you just need to let conversation wander into unplanned territory. This can help people gain a better understanding of one another. This rarely happens when you're sticking to an agenda on a conference call.

6. Making a joint memory. Whether it's bearing witness to a disruptive person getting kicked out of a restaurant or simply having an excellent customer service experience from a waiter, going through an actual experience together builds camaraderie.

7. Chiming in without it being mistaken for an interruption. When adding onto something someone else has said it's often misinterpreted as interrupting if they can't see your visual cues that you agree or want to interject. When your eyes light up at something the other person says, they're less surprised that you want to add on to the conversation.

8. Shared experience helps to identify with one another. Clients, employees, contract workers, and agencies all become human when you get stuck in the same traffic, experience the same lovely 72 degree weather, and both get a free frappucino sample at the coffee shop. It's a great equalizer and reminder that after work we're all just humans.

9. Getting back to basics feels authentic. Putting technology away for an hour or two is refreshing. Taking it back old school without notifications, vibrations, and friend requests is a great opportunity to simply connect with other human beings.

Technology should be used as support for the in-person connection. After all, communication at its most basic is one person sending a message to another person. It can be done without anything Steve Jobs invented.

Does engaging with others in person make you nervous? Do you hate how technology has overtaken much of professional communication these days?

Hilary is fascinated by the intersection of social media and live experiences. She even wrote her masters thesis on it. 

Dichotomies in Career and the Craft

I've noticed several dichotomies in my approach to work lately. I wanted to share them with you because perhaps you can relate. Stream of conscious-style here they are: Hustle and Margin.I'm passionate about hustling to make an impact but I'm passionate about making sure I have margin in my life. How do I work hard to make an impact and also have breathing room? 

Thriving on working with others. Thriving on working alone. I absolutely love creating a story on stage with a creative team and cast but spending my days alone in my sunny home office are irreplaceable. So am I a person who likes to work on a team or work alone? 

Energized by working hard all day. Energized by doing nothing productive all day. Lately I've worked so hard for so many days in a row nothing has been sweeter than watching 3 episodes of the Today Show *in a row.* (God bless that DVR.) Why is it that sometimes doing nothing productive at all makes me just as happy as having a killer day executing my passion? 

Aspiring to influence. Aspiring to seclusion. Part of me wants to leave a widespread legacy. Part of me wants to live acres away from my closest neighbor. Is it possible to be both influential and enjoy privacy in this reality show/social media platform era? 

Being moved by the roar of an audience. Wanting to avoid the crowd after the show. Nothing is more moving than an audience that shows appreciation at the end of a performance. But sometimes nothing can be more uncomfortable than milling about amidst the audience afterward. Why is it that chatting with patrons and taking in their kind words can be so uncomfortable after I've just braved looking like a fool in front of them en masse on stage? 

Do you have dichotomies in your work? Does any of this resonate with you? I'd love to hear your perspective.

April/May: HSL Creative Around the Web

It's been another great month for HSL Creative! (Ok, well two months since we didn't produce our digest in April.) April and May work included the content below as well as a ton of social media coverage, producing the monthly newsletters for Virginia's Region 2000, continuing to teach social media classes at Southern New Hampshire University and some new writing projects that should be published next month. As always, thank you for reading! Couldn't do what I love if there weren't people who stopped to read it.

HSL Creative Blog

How to Stay Calm During Transitions Finding Margin: Confessions of a Wayward Blogger 10 Quick Tips to Increase Productivity

The Clutch Guide

5 Tips to De-Stress5 Things to Do Now That the Weather is Warming UpMy Top 10 Summer Reads

Kicker

Tragedy at Fort Hood | April 2, 2014Happy Stephen Colbert Day | April 10, 2014We're Thinking of You, Maren Sanchez | April 25, 2014Benghazi is Back | May 2, 2014May 7, 2014Hernandez Charged with Murder | May 15, 2014"I'm bigoted." | May 22, 2014

10 Quick Tips to Increase Productivity

Increasing productivity is beneficial to any worker. Maybe it means you get to leave right at 5 pm, maybe it means you add more value to your company, maybe it means you get a 4-day work week instead of a 5. (Wouldn't that be nice!)  As a freelancer who only gets paid when I complete a project, productivity is everything for me. So today I'm sharing 10 ways to boost your productivity to get more done.

1. Minimize alerts. Put your phone on sleep mode and close out unnecessary tabs on your browser. The fewer alerts you receive the less likely you are to get sidetracked onto social media, an email or a text message. 

2. Batch similar tasks. Don't try to do three or four items on your to do list at once. Group similar tasks and knock em out together.

3. Have set days for lunches and meetings with colleagues and friends. It's easy for me to accidentally zap the productivity out of my day by scheduling an off site meeting or lunch several days out of the week. Instead, identify certain days for these meetings. This is a huge time saver.

4. Set certain times to check email throughout the day. Instead of stopping every 5 to 10 minutes to read a new email keep your email browser closed and check it at certain times of the day. This is a guaranteed way to minimize distractions. 

5. Plot out 3 or less important tasks to get done each day at the end of the day before. Keep this list ambitious but practical.This gives you a game plan at the start of each day. You know what's most important and it's plausible to get it done. 

6. After a phone call or a meeting with a manager or client shoot them a quick summary email to make sure you’re both on the same page regarding action items, next steps and deadlines. It can be very frustrating to have stalled progress because team members are not on the same page. Keep the momentum moving forward by creating an action list. 

7. Use the Pomodoro Technique. Work in 25 minute increments with a five minute break in between. Use a physical timer, stopwatch or even the digital version on your smartphone or computer.

8. Don’t go to inbox zero just for the sake of being at inbox zero. This can be a real time waster.

9. Live and die on deadlines. Take a cue from the efficient world of journalism. Assign deadlines to everything. An item without a deadline becomes a zombie project--a project that's not exactly dead but not exactly alive. Keep that ball rolling by giving yourself a deadline. 

10. Keep a birds eye view 3 week calendar accessible and a 7-day detailed calendar accessible on your desktop. This shows you what's coming down the pipe so you're not surprised by any deadlines in a week or two while simultaneously showing you how you're going to execute your work over the next week. I've found this to be the most productive calendar views.

If you like this kind of post you may also like a previous post I wrote: 7 Hacks for Shaking off the Blahs and Getting Out of ProcrastiNation.

Finding Margin: Confessions of a Wayward Blogger

Hilary Sutton
Hilary Sutton

Hi, my name is Hilary and I’m a social media and writing professional who left my blog dormant for a month.

*Hangs Head in Shame*

But I have to catch you up on what’s been happening, why I haven’t written here consistently in the past six weeks and what I’ve been mulling over.

April (and the first 2 weeks of May) was busy.

Crazy busy.

Nutso busy.

Leave the blog dormant busy. 

They say that if you’re “too busy” for something that simply means it’s “not a priority.” While I do think blogging is an important aspect of my work, in this case “they” are right on the money.

I set the blog aside because I’ve been working long hours.

The good news is that I’ve been working long hours doing what I love.

I’ve been teaching a 300-level social media course for the first time at Southern New Hampshire University. I’ve been spending my weekends (and some week day mornings) performing in Disney’s MARY POPPINS at a 550-seat venue. I’ve been working as a part of a social media marketing team (of which I assure you I am the least cool/creative) for several Broadway shows as we head into Tony season. I’ve been helping to steer a social presence for a news startup. I’ve been editing and writing for a local magazine. I’ve been working with other local nonprofits to tell their unique and exciting stories. 

And I’ve also been wrestling with ideas like: 

Margin vs. Hustle.

Where’s the balance between making sure you have work/life balance and hustling to do great and impactful work? 

I knew that achieving balance for me over the past six weeks meant that I needed to put the “pause” button on my blog. I only had so much time, energy, creativity and mental toughness to give to my work. I knew that blogging each week over the past six weeks would have put me over my max. 

I need balance. I need to be able to have the time and energy to have a conversation with my husband each day, to get out and go for a run in my neighborhood, to call my mom. 

And it would seem that blogging is a cornerstone of my career and what is important on a daily basis but over the past six weeks it simply didn’t make the cut. 

Now that things have calmed down a bit, I’m recalibrating. My goal for the next season is to blog consistently, provide you some food for thought and helpful content that will help you achieve your goals.

Thanks for hanging with me through this quiet spring. I needed that respite to provide excellence to my clients and to you. 

Check back soon for new posts. More to come soon. 

How to Stay Calm During Transitions

May is a season of major milestones and transitions. We've all experienced transitions of varying stress levels. Whether you're moving from student to graduate, single to married, childless to parent, or resident of one state to resident of another, transitions are exciting moments in which we know life will never be the same. Here are five tips to move through transitions effectively:

1. Be present. During the heightened emotion and excitement of transitional periods it’s so easy for it all to become a blur. This is one of my own greatest challenges during a period of transitions–being still and taking it all in. It’s so easy to jump ahead to the wedding day, the moment when you’re holding a baby in your arms, or even to worrying about what life will be like after college. Be intentional about engaging in the present.

2. Take stock. Transitional periods are a great time to evaluate your life. Are you pursuing your goals or are you just kind of going along with the life that seems to happen for you? Are you on the path to the career, relationship, calling that you desire and are meant to pursue? Now is a good time to look around and make necessary bold choices to get to the place you want to be.

3. Talk with supportive friends. Transitions are times of increased stress. Nothing is more therapeutic than letting it out and talking with trusted friends and family. Let your inner circle be there for you.

4. Prioritize. Plan your time based on what is most important. Be intentional. Make time for the people who matter most. What are the most important ways for you to spend your time during this period? What will matter to you looking back? A grade? Quality time with a loved one? How wise you were with your finances?

5. Don’t make decisions out of fear. When forging through times of change it is easy to freeze up and not make decisions at all or worse– make decisions based on fear. Look fear in the face and articulate the “worst case scenario.” When you say it, you can extinguish its power. Move forward with courage.

What has helped you through times of transitions?

Hilary is Principal of HSL Creative, a writing and social media firm. Learn more

here

.

HSL Around the Web: March 2014

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HSL Creative Around the Web

March brought a lot of excitement to HSL. Hilary embarked on teaching a social media course at Southern New Hampshire University, had a full month of rehearsals for Alluvion Stage Company’s Mary Poppins, continued to work on website content for the new Virginia’s Region 2000 Local Government Council website and continued her work as a social media manager for Spotco and Kicker. This month brought two Broadway openings for ROCKY and MOTHERS & SONS so it was a busy and exciting month indeed. Here’s a few places we’ve been around the web: 

The HSL Creative Blog

5 Lessons We Can Learn from the Most Retweeted Selfie of All Time
How to Make Your Website Content Sing (Like a Blockbuster Musical)
How to Launch Dual Careers

The Clutch Guide

My first issue of Clutch as Managing Editor 
The Clutch Guide: Places Please! Hilary’s Picks
Roanoke Children’s Theatre

Kicker

Day in 10: March 5, 2014 | Relax Chipotle guacamole lovers
Day in 10: March 13, 2014 | Throwback Selfie FTW
Day in 10: March 20, 2014 | First Day of Spring!
Day in 10: March 27, 2014

Hispanic Executive Magazine

A Premium on People: Dell’s Ed Loya attracts and keeps talent for the tech powerhouse

Our Lynchburg

Our Lynchburg: Hilary Sutton

How to Launch Dual Careers

Here on the HSL Creative blog I tend to focus on social media, marketing, writing and goal setting. I haven't chatted too much about my other career focus: acting. I wrote last year on Levo League's website about my dual career approach. It seemed to really resonate with people. So today I want to share some thoughts on launching two careers.

As a stage actor, one piece of advice that I hear over and over is, “If you can imagine yourself doing anything else, go do it.” But in 2012, the unemployment rate for actors was 28.5 percent. The life of an actor is hard; we spend most of our time working side jobs and going through what workers in other fields would consider the “application process.” For actors in places like New York and LA, the “job” is pounding the pavement every day going to auditions. The reward is when you actually get cast and someone wants to pay you for the work you have been putting in all along.

A few years ago when I was following that “only-focus-your-energy-on-being-an-actor” advice, I had an epiphany. I was working at a clothing store in Soho folding sweaters at approximately 12:30 a.m. I worked only at night so my days could be available for auditions. I had accepted the grueling life of auditioning during the day and working an hourly job at night, hoping that I would soon book a show. Then it hit me: I saw no certain end to this future of folding sweaters. Yes, maybe I would get a gig, but then I would go right back to folding sweaters when that show closed. I didn’t want to fold sweaters for years to come!

So I decided to recalibrate. I did some soul searching. I decided to further my education by getting a master’s degree in media, a field that was in higher demand. Since then I’ve steadily grown my freelance writing and social media management business, and the autonomy is extremely rewarding. I am able to continue performing in professional theatre without having to live on Ramen noodles. If this kind of dual-career life is something you’d like to pursue, I’ve got four tips for you:

1. Figure out your career goals. Can you succinctly visualize your end goal? Pursuing diverging career goals only works if you know exactly what you want. Don’t pursue a career in fashion design just because you happen to be good at it. You need that passion and drive as well. Flesh out your goals. Write them down and make a plan.

2. Do the romantic job, but collect at least one other skill that you can use on a regular basis. I am passionate about telling stories on stage. Unfortunately, the supply for stage actors far outweighs the demand. Hone a second skill that the marketplace regularly needs. Among my skills, my ability to craft a social media message somehow is more useful than my Julie Andrews impression. Supply a service that can meet a practical need.

3. Only do it if you can be incredibly organized. I have a color-coded calendar, a task list, and a daily schedule on my laptop. There is absolutely no way I would be able to juggle auditions, rehearsals, performances, deadlines, conference calls, and meetings without being supremely organized.

4. Get good at both. The bottom line is you can’t make it in two fields if you’re not serious about sacrificing for both crafts. More than one primary focus means you have to work that much harder than people who are just focused on one area. You have to read more. Practice more. Work more. Be better than your competition.

The good news is you don’t have to be a sell-out, and you can pursue your craft without being a starving artist. It takes passion, a commitment to excellence, and focus.

Does the dual career approach resonate with you? What would you do if you knew you couldn't fail?

Hilary teaches social media classes at Southern New Hampshire University and is currently in rehearsals for Alluvion Stage Company's MARY POPPINS. 

How to Make Your Web Content Sing (Like a Blockbuster Musical)

Your website is your best opportunity to introduce your organization to the world. A great website is like a well-told story--even better, it’s like a Blockbuster musical. A PHANTOM. A LES MIZ. A WICKED. A LION KING. What can we learn from the best of the best most successful blockbuster musicals (that still pull in a million a week on Broadway--not to mention their various incarnations around the world?) Here are five applications:

1. Mix it up. The best musicals have scores that take the audience on a journey. They include ballads, big production numbers, a song with one woman singing on an empty stage with a spotlight. The pages of your website shouldn’t all look and feel the same. Implement a variety of layouts, photo sizes, and word counts. People get such an influx of content on the web now, we skim for digestable content. So make sure all your pages don’t look the same at first glance. Give your audience variety. You need “Circle of Life” but you also need “Can You Feel the Love Tonight.”

2. Take a cue from the godfather of musicals. Living legend Stephen Sondheim said of good writing: “God is in the details.” The same is true for solid web content. Your “about” page, your “services” page, and especially your blog should be rich with specifics. If you are a nonprofit include specific stories of lives changed. Paint a very specific vision. Think of the rich detail in Martin Luther King Jr’s “I Have A Dream” speech.

3. Have a through line. Every character in a musical needs a through line. He needs to know what he wants, what is driving him, what his purpose is throughout the entire 2 and a half hour story. The same is true for your website. What is the overall message of your website? You should be able to articulate both your organization’s purpose and your website’s purpose. The Phantom wants to not only make Christine a star but wants her to love him and marry him. What does your website want?

4. Choose images, colors and fonts that are an exciting version of you. Do you associate a color with WICKED? Green perhaps? Be thoughtful with your web image. Choose a design that makes your business look just a little bit cooler. How do you want your business to be perceived? Cutting edge? Sophisticated? Creative? Environmentally friendly? Choose a design that reflects your business on its best day.

5. Have a logical beginning, middle and end. Your website should read like a book (or like a well-written musical). Just as we read left to right, your website should tell its story from left to right. You start with a friendly intro. (See mine here). The Prologue in Les Miserables tells Val Jean’s entire backstory so when the rest of the cast comes in for “At The End of the Day” we already know how far Val Jean has come and we’re rooting for him. After you give your readers a solid intro (prologue) tell your readers a little about where you’ve come from, what you have to offer and finish it off by giving them a way to contact you. Include what is necessary for them to understand your business--but don’t include eeeeverything. This is Les Mis the musical--not Les Mis the 1500 page novel.

A website that is on point is like a musical that makes a million every week. Implement these five steps and your website will definitely sing.

What do you think is a key aspect of a website that pops? What has worked for your business?

5 Lessons We Can Learn From the Most Retweeted Selfie of All Time

By now you've seen it MULTIPLE times. The selfie that crashed the internet. Ok, maybe not the internet but it did crash Twitter. WHOA. 

So being the social media specialist that I am, I can't help but ask, what can we learn from Ellen's selfie that made the internet go bananas? Here are five lessons that you can utilize in your own social media strategy.

*Internet breaking results not guaranteed. 

1. Levity is irreplaceable. It helps people relate to you. Why did people go nuts over the group selfie? Because it's something we would do. And it shows that these celebrities aren't taking themselves so seriously that they're not down for a little awkward-angled fun. Brainstorm ways to show that your brand doesn't take itself too seriously.

2. The marriage of various modes of media elicits dynamite results. If we hadn't seen Ellen and co. take this pic on TV it wouldn't have been retweeted so much. We were there for the moment Bradley stretched out his arm and took the pic so we feel like we were a part of it. That is the magic of TV + Social Media. If you really want to make your mark marry two forms of media. Maybe it's print + radio. Maybe it's Facebook + Youtube. Think outside the box. Hit your audience from two directions and they're way more likely to take notice.

3. Indulgent things like “selfies” need to be rare. This particular photo wouldn’t be special or nearly as popular if Ellen had posted selfies with everyone. There was only one Ellen Group Selfie. Maybe you should offer discounts less frequently. Perhaps you should scale back on how often you post on Facebook. What could you do less of to maximize your results?

4. Turning rules on their heads can have amazing results. You’re not supposed to take selfies, right? Didn't we all decide that it was narcissistic and juvenile? This is part of the reason this selfie worked. Sometimes you have to do the exact opposite of the rules in order to surprise and delight. So what rules should you ignore to make an impact?

5. Joining forces and not getting the credit can still do wonders for your business. Keep an open mind. Bradley Cooper took the pic but didn’t get to post it on his Twitter account. So it wasn't his Twitter account that blew up. He still got the payoff for being in the most retweeted selfie of all time. Sometimes we have to let go of the credit to ultimately see a payoff. Should you join forces with another small business to offer special combined services? Maybe you should take part in an event where your business is not the main sponsor? Sometimes taking a bit of a backseat reaps great rewards.

Have anything to add to this list? What did you think of Ellen's selfie? Did you retweet it? If so, do tell--what made you click "retweet"?

HSL Around the Web: February 2014

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HSL 

It's been another busy month around here! Magazine issues going to print, some ghostwriting projects, new social media clients and a plethora of articles published, take a look at where HSL has been around the web in the last 28 days! HSL Creative

7 Hacks for Shaking Off the Blahs and Getting Out of ProcrastiNation HSL Creative helmed the content writing on Board One Chess Academy's new website.

The Clutch Guide

3 free or low cost arts & culture events in Lynchburg One Year Later: 10 Lessons from the first year of marriage

Ben Stroup Enterprises

8 reasons CloudMagic is my mail app of choice
6 Ways Toggl has Made Us More Efficient

Profile Magazine

Data Fables: Advocate Health Care's information framework allows doctors to quickly assess a patient’s story

Hispanic Executive

If You Give a Man a Fish He Eats For a Day: Profile on Telacu's Michael Lizárraga 

Kicker

Day in 10: February 6, 2014 | ‘If one of us dies of an overdose …’
Day in 10: February 13, 2014 | Al Roker vs. Bill de Blasio
Day in 10: February 20, 2014 | Hey, WhatsApp?
Day in 10: February 25, 2014 | Welcome to ‘Late Night,’ Seth Meyers!

7 Hacks for Shaking Off the Blahs and Getting Out of ProcrastiNation

We’ve all been residents of ProcrastiNation at one point or another.

You know that place--the comfortable land that assures us it’s better to enjoy a Scandal marathon on Netflix than to prepare for that big presentation we’re giving on Friday or begin working toward that impending deadline.

So how do you snap out of it? Here are a few techniques that I’ve employed to help me get stuff done as a solopreneur.

1. Break big projects up into multiple small projects and assign mini deadlines. A large project becomes much more doable when it’s broken up into chunks.

2. Use the Pomodoro Technique. Set a timer for 25 minutes and work. Don’t check email. Don’t answer a text. Just work for 25 minutes. Then take a 5 minute break. Repeat. I use this technique to make myself focus when it is near impossible. This helps me pump out work for at least 25 minutes. Because I know there is a break in sight I can focus and be productive.

3. Batch similar tasks. I first heard of this technique in The 4-Hour Work Week. Multitasking is a myth. It is difficult for your brain to switch between different tasks so get more done by doing similar tasks at the same time regularly. For example: I do 90% of my social media work for a certain client on Fridays. Every Friday I just knock it out.

4. Color code that calendar. Make deadlines pop. You don’t want to be surprised by a deadline because you overlooked it. I keep my calendar on a 3-week view which is really helpful for knowing what’s coming up beyond the immediate.

5. Get up and move at least once every two hours. Since I work from home I check the mail around noon. Even just this small task lets me change my focus briefly and stretch my legs. When I come back to my desk I have a renewed focus. Plus they say sitting kills you.

6. Meditate and/or pray. One prayer that I review every day is “Lord, help me to wisely use my resources of money, time and hard work.”

7. Exercise regularly (5 days a week is a great goal). I had pretty much fallen off the exercise bandwagon late last year and I came back to it in January with gusto. It has been amazing how many great ideas have come to me when I’m on the treadmill or elliptical machine. I don’t exactly know the science behind it but it really works for me.

What do you do to snap out of procrastination? And how GREAT does it feel when you’ve accomplished something significant?

Will You Do Anything Social Media Free This Year?

The first lady celebrated her 50th birthday on Saturday with a secret, social media free, dance party at the White House complete with a Beyoncé serenade. While that sounds about right for Michelle Obama the part of that announcement that caught my eye was “social media free.”

I also just saw a tweet from a friend who said he purposefully left his smart phone at home when he went out last night. Happiness ensued:

https://twitter.com/jasongotay/status/424942101785493504

I don’t know about you but the idea of leaving my phone at home on purpose or not documenting one of the most epic birthday parties of the year on Instagram gives me the shakes a little bit.

And that’s not a good thing.

At the beginning of the year I made some decisions and goals for the year. Among them: don’t look at my iPhone during church.

Like seriously--how sad is that?

In this world of smartphones being an acceptable accessory just about anywhere, it’s easy to think we always need to check our phones or at least have them within arm’s length.

But what if you leave it at home so you can have coffee with a friend without mentally being pulled into the office?

What if you can leave it in the car so you’re not distracted by notifications during the pastor’s sermon?

What if you can actually experience the feeling of being bored waiting in line at Walmart without giving yourself that mindless entertainment of scrolling through your Twitter feed?

While I’m obviously all for maximizing the potential of social media to improve lives, I readily recognize that boundaries need to be made and life is not meant to be experienced with our eyes constantly glued to screens.

I’m gonna try to be a little more mindful of that in 2014. I’m gonna let myself be a little more focused on the person in front of me. A little more bored in the grocery store line.

What will you do social media free in 2014?