We’d have a tough time surviving without quotation marks. A famous writer once observed, “Quotation marks allow us to identify what someone actually says, as opposed to simple statements being made by the writer.” Okay, I’m that writer, but the quote illustrates one of the primary roles of quotation marks. The other is to denote … Read more
Many people regard having to write as sheer torture. Unfortunately, nearly every job or business endeavor demands a certain amount of that torture. The good news is that there’s a simple trick that can make your writing easier and more effective. That trick is starting somewhere in the middle. If that sounds odd, consider that … Read more
Want to know how effective your copy is likely to be? To find out, highlight it in two different colors. Whether you’re developing a blog post, a brochure, a web page, or any other channel, take a few moments to highlight all of the sentences that are really about your customer and his or her … Read more
As I looked on, mother began to materialize around the edges of the copper vessel. Did that confuse you? Baffle you? It’s a completely legitimate and accurate statement. Mother often appears when someone is making alcoholic beverages, and it has nothing to do with the personal habits of the woman who brought you into this … Read more
Want a simple way to write more clearly and effectively? When you begin to write a letter, a memo, or an email, write it to your mother. Or you could write to your best friend or your Aunt Agatha. The key is that you want to write to someone you know instead to of a … Read more
Whether someone is creating something for work, for school, or for any other purpose, nine times out of ten, their struggle begins with the first words they need to put on the page. Some people call it writer’s block, although people who write seriously will tell you that block is an entirely different animal. Fortunately, … Read more
If you find yourself having to write promotional or public-service copy that will be broadcast on the radio or some kind of streaming service, never forget the fact that radio doesn’t have a rewind button. If that seems obvious or silly, consider that with a print ad, a website, or a brochure, it’s easy for … Read more
People often put things in quotation marks to call attention to them or make them seem to be more prominent or important. But those quote marks actually have the opposite effect. When you surround a word with quote marks, it implies that you’re really not telling the truth. If your ads say a bracelet has … Read more
As texting becomes more prevalent, the art of letter writing appears to be disappearing. Fortunately, some people still have opportunities to send letters, even if they do so via email. When I was teaching a class about writing better business letters, one participant wondered about the best way to end her missives. Is “sincerely” the … Read more
Frequently, copy contains words that don’t really need to be there. A great example is “appropriate,” as in sentences such as “once we review the information, we’ll take appropriate action.” That’s because saying “once we review the information, we’ll take action” is every bit as meaningful and effective. Since it says the exact same thing … Read more