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Inspired by Éponine of Les Mis: Writing Mantras for When You're On Your Own

Below is a sampling of "mantras" from seven clients over the past two months. I picked the less-cryptic ones with the hope that some of these words will hit you like a lightbulb moment, like a sudden influx of illumination that helps you see differently, instantly.
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The beauty of 'because' -- the magic word that makes all work better

Here's a little trick for unlocking valuable context that improves motivation and quality.
Wall Street Journal
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How to read proactively to develop a business mindset for tech PR

This list of things to actively look for while reading major business publications will help your business mindset develop more quickly than if you continued to read with a more diffuse agenda or no agenda at all.

20 questions for digging deeper

When you're overly familiar with your company's story and technology -- or not familiar enough! -- it's easy to get stuck on the surface. Here are questions you can count on to help you dig deeper for better details or analysis.
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Is the best qualified person writing your contributed articles?

Your writer doesn't need to be an ex-journalist, but you might want to consider at least choosing a *full-time* writer to create your contributed articles -- probably twice as fast, by the way -- and have them be read and shared, not just published.
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Personality profile? Here's your checklist for success

What makes a personality profile different from another kind of news feature? It helps to know what elements are essential, whether you're writing or pitching. Here's a list of seven elements to keep in mind, along with examples.
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Examples of correctly used hyphens

By Lauren Edwards These are correct uses of hyphens: Please…
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For agency interns & AAs: your first speaker abstract

The trick is to filter out 98 percent of what you know about your client. Here are my six touchstones for staying on track as you write a winning proposal.

Big business picture, not word choice -- keep your eye on the ball!

These four questions may help you stand down from excessive rewriting, over-editing or giving opinions beyond your area of expertise.
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Translating science to lay audiences -- tips from Wired, TED Talks & Wright Brothers

Talking science to lay audiences is difficult because scientists themselves are trained for academic rigor, not public outreach. Examples from Wired magazine, TED talks and the Wright brothers offer tips on how to do this well.