The following is a guest post from Kristen McLain, a Garden Writer who I wanted to gain insight from on how our National Green Centre members can benefit from a relationship with The Garden Writers Association.
Not all Writers are Gardeners and not all Gardeners are Writers
That’s why garden writers are so important to the industry: we enjoy digging in the dirt as much as tapping on the keyboard.
I attend trade shows like the National Green Centre because they are the perfect venue to meet others and get to know the industry, the trends and the exhibitors.
But what is it about trade shows that are so helpful? Below are my goals as a garden writer, what I gain from visiting and how exhibitors and I can help each other.
How I help exhibitors:
- I can get the word out about your product or service
- I write articles, blogs, product descriptions, sales letters, press releases, brochures and more
- I write content both online and off
- I work with (and know) many editors and publishers
- I write the words that excite your customers to try and buy
- I write for all levels: wholesaler, retailer and customer
How exhibitors can help me:
- Seek me out!
- Share information about your business, your product, your service, your goals
- Share what’s new & exciting in your business: a new trend? A new feature? New technology?
If you’re excited about it, let me write it and generate enthusiasm for your customers. Just as a new author promotes a book and generates ‘buzz’ before it’s published, a garden writer can do the same for you. I’m always on the lookout for new products, services or news and yours could be my next project. Talk to me! I’ll listen and will scribble like crazy to get it all down on paper.
How I use the information gathered at trade shows:
For me, it’s difficult to prioritize the reasons I attend trade shows:
- Do I go for the thrill & excitement of seeing new plants, seeds, products or services—for my own garden?
- Do I go to fertilize the writing muse?
My answer is BOTH!
When I attend trade shows, I visit as many sessions as I can to learn the latest issues and trends within the garden & horticulture industry. I join business meetings, panel discussions, hangouts and keynotes. I listen, take notes and ask questions.
Then I visit the exhibitors. Because my writing emphasis is on marketing and advertising my questions will concentrate on that area:
- What are the typical projects you or someone in-house writes for your business?
- Who creates the content for your business?
- What content goals do you have for the year?
- What are your content and marketing challenges?
What I learn from the exhibitors helps me write stronger content. Just as the seasons change, so do the ways your customers seek information. Speaking to the exhibitors and attending the sessions improves my writing for businesses just like yours.
This year the main message at National Green Centre was to improve communication with customers at all levels. However, business owners are already overwhelmed and overworked. Adding another task doesn’t help the situation, especially when you know you aren’t a writer.
Is there news in your business? Got a content question? Talk to me. Let’s help each other!