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. Stern argues that for freelance writers, "the art of instant expertise is a must" (p. 35). McGill says,Two traits are essential: Curiosity. A willingness to use your inquisitive pick and shovel to unearth information that makes you sound authoritative. I've recently sold articles on how to order clothing from Hong Kong, how to combine various sports in an exercise program, and how to cut the cost of shaving. Before researching these subjects, I knew about as much about them as I do about building submarines. Nothing. (p. 26)McGill also recommends that you seek four types of information when doing research:" Specific descriptions" "Subjectbound" terminology" Concrete examples" Expert factsAs Stern and McGill say, experts talk shop by using specifics. They just do not generalize. If you are writing about bicycles, for example, you just do not talk bicycles. There are racing bicycles, sport/touring bicycles, allterrain bicycles, women's bicycles, and children's bicycles. Then you can begin talking about frames, gearing, brake systems, rims, tires, and hubs. Take this specific type of description, combined with correct technical language used by the bicycle industry (terms such as freewheel, derailleur, crankset, or head tube angle), and you can write with the authority of a veteran. Current examples make these terms come to life discussing whether or not to get a particular brand's front or rear derailleur on a sport/touring bicycle bePage 338gins to make sense to readers when applications are made (e.g., a specific brand of bicycle). Facts, such as the number of new products on the market or prices, make the story practical and useful.Stern's secret to instant authoritativeness is logical and simple: "There are always experts who can answer your questions, and lead you to new sources" (1993, p. 36). The trick is finding the experts, right? Stern recommends this list of 12 ways to become an instant expert:" Brainstorm for sources." Find an "angel" or mentor to help you find other sources." Let one expert source lead you to another." Be wary of selfserving experts." Use clip files." Ask your editor for suggestions." Use trade and professional publications." Find a dissenting view." Use think tanks and their experts who are paid to study subjects such as the one about which you are writing." Use reference experts at the local library." Consult public relations directors and public affairs coordinators of companies and organizations." Keep a list of experts for future reference, but be wary of "rounding up the usual experts."As Stern suggests from his list, multiple sources make a difference in service journalism. When you are writing authoritatively about something that you actually know little about, you must consult as many different sources as possible. The wide variety and diversity gives you insurance against conflicting information and advice. McGill (1984) advised against overuse of the pronoun "you" in howto articles. Most editors complain about this, he says. Do not rely on it and use it in a limited fashion. McGill warns of two additional concerns:1. Make certain you are not presenting opinion instead of facts. Multiple sources help filter out opinion.2. Present the facts and instruction as yours, not someone else's. A number of interviews with different sources lead you to cerPage 339tain conclusions of your own and make this easier to do. You can become authoritative on your own in this way.Dr. Carin Smith is a Leavenworth, Washington, veterinarian who loves to write. She has written eight books, in fact, including Career Choices for Veterinarians and 101 Training Tips for Your Cat. Some observers may say she is a writer who loves veterinary medicine. But she is an expert who uses her high levels of specialized knowledge for a basis for her awardwinning books and magazine features. "I'm a veterinarian/writer who has been fairly successful selling my howto articles on a freelance basis," she says. "I write business articles for veterinarians and pet health articles for pet and horse owners." Smith, former contributing editor to Horse Illustrated and Cat Lovers magazine and author of numerous magazine articles about animal health care, explains her approach to howto writing:My bestselling articles are those that answer the questions that I hear everyday. These are the "average" questions, the ones that appear simple on the surface. For instance, an article on flea control will sell much better than one on fancy new methods of brain surgery in dogs. You don't have to pick an obscure or complicated or highly technical subject. To any potential writer, I'd say: Think of what you know the most about whether it be plumbing or gardening or computing. Then consider the typical conversations you have with friends or coworkers
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