If you’re looking for a way to catch the attention of your audience and focus their full attention on your message, ask them a question that matters to them. Some people think that asking questions in headlines and opening statements is a bad idea. I once had a boss who became furious anytime anyone presented … Read more
Although the ampersand (that little “&” mark) can be handy now and then, it’s one of the most-misused tools in the punctuation toolbox. The ampersand serves as a graphic replacement for the word “and.” When used in graphic design, it can even be a thing of beauty — much prettier than those three letters it … Read more
People frequently send me questions about specific rules of grammar, syntax, and usage. Sometimes, clients will respond to something I’ve written by asking me if I know about a specific rule of language. Both groups are often surprised by my replies. There really aren’t any rules about writing — just personal preferences that the people … Read more
Many people confuse the plural and possessive forms of words, and I usually cut individuals some slack when they make the wrong choice. But when the world’s largest chain of ice cream shops does it in its advertising, I can’t let it go. This promotional piece for Baskin-Robbins suggests that we “Celebrate…The Holiday’s” with a … Read more
A good portion of my business comes from helping companies develop websites, so you won’t be surprised to learn that I believe creating a new site or redoing an existing one is a worthwhile investment. But I’m less enthusiastic about companies that see rolling out a new website as an exciting event for their customers. … Read more
We’d have a tough time surviving without quotation marks. As a famous writer once described, “Quotation marks allow us to identify what someone actually says, as opposed to simple statements being made by the writer.” Okay, I just made that quote up, but it illustrates one of the main reasons people use quotation marks. The … Read more
A quarter-century ago, when I started my business (in the days when nearly all websites were blue), I spent time in online groups that catered to the small-business crowd. I was looking for sound advice, but found little. One conundrum really seemed to vex visitors to those sites. “When writing about my business, should I … Read more
If you’ve ever lived in an apartment or a college dorm, you’re probably aware that toothpaste offers a fast and cheap way to hide nail holes and other small damage to the walls. Anyone who has ever tried to sell a house has probably heard that slapping a quick coat of paint on the walls … Read more
I’ve recently seen several mistakes involving the wrong word used in place of another that sounds identical, but is spelled differently and carries a vastly different meaning. An Indianapolis Star article about flooding had a caption that began “Storms dye down …” The writer meant to say “die down,” as in taper away, not “dye … Read more
One of the most common mistakes in advertising and marketing materials — one that’s even made by professionals who should know better — is forgetting to include a call to action. In simple terms, a call to action is the instructions you’re giving the reader or viewer, so they know what you want them to … Read more