lonna.co

12/09/2024

RARE & EXCITING OPPORTUNITY!

I have ONE OPENING for a new or returning client starting December 1, 2024.

I'm happy to offer:
> Strategic content and brand consultation
> Executive ghostwriting
> Technical writing and editing
> Websites, emails, social, traditional media
> Books, white papers, case studies
> Branding and PR
> Personal brand support
> Book coaching

Ideally, this super intelligent, super innovative client wants to improve their content program and see measurable results in 6 months or less.

I'm asking for a minimum 6-month retainer or a 3-month project-based agreement to make things happen for you.

If you're interested, email me at [email protected] or drop me a DM and let's have a conversation!

19/07/2024

Wow, I've been at this for half a decade? Unbelievable! To celebrate, I'm throwing everything I've got towards a new creative project, the Foundress of Nothing. Will you join me there?

https://lonna.co/foundress-of-nothing

15/07/2024

"So, what exactly do you do?"

It's a question I get at least weekly, and to be honest, have a difficult time explaining.

The easiest response most people understand is that I'm a freelance writer and editor. But that's a bit short-sighted. In marketing jargon, I'd describe myself as someone who helps organizations and businesses maximize their growth strategies using data-driven content.

And then there's the job description I want, which is simply to be a writer.

That's all, though I find its simplicity can be misleading because there is a lot that goes into writing that doesn't look like writing. In any given week, I'm working on white papers, C-suite biographies, websites, loads of UX design, news articles, blogs, case studies, people profiles, newsletters. But while I'm doing all of this, I'm looking at data, I'm looking at measurements, I'm looking at what's going to get people reading the content, liking the content and wanting more of the content.

If there's time and energy left over, I work on my book manuscript, during which I feel I am at both my best and my worst, which is a topic for an entirely different post.

If you have a "confusing" job, how do you explain what you do to people when they ask you about it?

26/06/2024

Whatever we're working through in our lives, journaling can be a powerful tool that helps us heal and move forward. But it can do other amazing things, too, especially if you want to become a better writer and writing consultant.

Here's what a daily journaling practice can do for your professional development:

+ Hone in on description. Write out a process, even if it's something as mundane as describing brushing your teeth or working through a tough yoga sequence.

+ Explore dialogue. Write down a conversation you had with someone else as though you are reading a transcription or reading a text exchange.

+ Get better at summary. Try summarizing a book you're reading and explain what you like and don't like about it.

+ Unblock yourself. If you don't have anything to add, just write out your day-by-day. What did you have for breakfast? Did you enjoy your workout? Who did you have lunch with? Tell your journal everything about your day and you'll almost always uncover an insight or idea that wouldn't have surfaced without writing.

19/06/2024

The first time someone called me a 'girly,' I was speaking with a doctor about my lifelong anxiety.

"Oh, so you're an anxiety girly," she said.

Well into my 'ma'am' years at this point, being called girly was refreshing and youthful, but also too lighthearted considering the topic of conversation was about mental health medications.

After that, I kept seeing references to 'girlies' in content all over the place. If I wasn't an anxiety girly, I was a fair-skinned girly being served a suncreen ad. Or I was a bookish girly who absolutely needed to read the four-hundredth Sarah Maas installation.

I didn't like it and started swiping away from anything 'girlies' that came up in my feed, vowing to never use the term in any of my writing.

Except then I did. An instance came up when 'girlies' perfectly suited both my client's concept and audience. So I used it and reminded myself that writing good copy has nothing to do with my preferences. It's about the lifestyle preferences of readers, who are (and this is important) potential consumers of the products and services I'm helping companies promote.

Generally, due in part to my middle agedness, there are a lot of phrases and slang words I don't like. But whether it's my 45-ness or my personal language preferences, people (potential customers) like being referred to as 'girlies.' Who am I to deprive them of that joy?

So feel free to use slang and popular phrases in your content, but only when it fits the context and audience.

07/06/2024

I'm traveling for my mother-in-law's 80th birthday celebration. Admittedly, I woke up this morning stressed about all the writing I have to get done before the weekend, plus, our family itinerary today is packed!

But I've been here before. It takes discipline, yes. But it also takes recognition that I have deadlines in place for a reason, and as long as I create an hour or two of writing time in between family activities, I'm good to go.

My friend and fellow writer Shannon likes to remind me that the work always finds a way of getting done. And she's right. Building work time around fun time requires a little strategy and planning, but it's worth it.

How do you work working into your play time?

30/05/2024

Good feedback should never be a critique of your writing skills, experience or talent.

Good feedback is indispensable when revising and securing internal approvals. It gives us the opportunity to check for accuracy and provides us with valuable context that can help us strengthen key messaging.

Writing is subjective for both reader and author. It's impossible to please every single reader every single time. Remember this and you will have more confidence when welcoming feedback on the content you've worked so hard at developing.

27/03/2024

A client recently sent me an email thanking me for my "masterful" work.

To be considered masterful in my field as a professional writer is the highest compliment. It's even more valuable to me because, frankly, writing is all I really want to do and know how to do. Dangit, I am masterful, even when I'm staring down at a blank page full of anxiety because the words won't come (yes, it happens to everyone).

When someone recently asked me if I want to build and lead a team, or take on more of a consultant role, it didn't take long for me to find my answer, which was a resounding "Heck no. I'm good."

Writing, editing, and acting as a "fractional" communications staffer for clients I serve in long-term, retainer capacities fulfills me professionally and personally. While many of my peers aspire to take on leadership and coaching roles at this point in their careers, I know that path is not for me.

There is relief in knowing I don't have to follow someone else's ideas of "more" in my career. Knowing that I can be right where I am today for as long as I am able is incredibly empowering — and a comfort.

I have my more and I hope you have yours.

13/12/2023

I wrote this article before my mom died of non-specified dementia on August 23, 2023 at age 71. She lived more than a decade with a disease we couldn't define. I wanted more answers than that. Here's what I did.

Considering donating your brain to science: Writer Lonna Whiting found, after losing her mother to dementia, that the brain donation process was a lot more complicated than she'd expected.

20/07/2023

Grateful to Facebook Memories for reminding me July 20 is my little company's 4th birthday. I'd love to say I didn't know what I was getting myself into when I took the plunge into the independent world.

I wish I had a big lesson to impart upon you. Unfortunately, everything worked out just as I'd planned. My professional journey doesn't make for a very interesting story, other than to mention it has allowed me the privilege of working with some of the most ethical, kind, generous clients in the world.

I love what I do. I love who I work with. I look forward to the many stories I get to help create for my clients in the future. Thank you all.

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