Many people have a strong aversion to repetition. It isn’t that they can’t tolerate others repeating a message; it’s that they don’t want to risk echoing their previous efforts when developing their marketing communications materials. The concern about repetition crops up most often in planning for ongoing marketing programs, such as social media or customer … Read more
I have a solid understanding of how plumbing works. I know how to use a pipe wrench and have wrapped Teflon tape around pipe threads. I’ve often explained the mechanics behind a water heater, and even taught a group of curious Cub Scouts how toilets flush and why they’re designed that way. But when a … Read more
“I hate staring at that empty screen and that #%#^$% blinking cursor. I know exactly what I want to say, but I can’t get started.” No matter who you work for and no matter what your role may be, your job probably involves some writing. If you’ve faced times when the right words wouldn’t come, … Read more
Our ears frequently deceive us. We hear a word or phrase, make assumptions about its spelling, and then find ourselves using it. Sometimes, we use it correctly, but sometimes we’ve confused it with a similar word. There are many that sound identical but actually have vastly different meanings. Think those misuses aren’t a big deal? … Read more
Whether you consider yourself to be a skilled writer or you dread reaching for the keyboard, writing probably plays a critical role in your daily work. You may not be authoring articles for professional journals, but you probably have to create emails, memos, reports, and other items that require some writing skill. Following a few … Read more
Nobody reads copy anymore. At least that’s what everyone tells me. Nobody pays attention to the printed word, so keep it to a minimum and don’t even think about using a word with more than two syllables. Much as I hate to admit it, there’s some wisdom behind that. Couple the oversupply of information to … Read more
Someone told me about a company that was reputed to be impressive, and I went to the firm’s website to learn more. I spent about ten minutes reviewing their content. What does this amazing company do? No clue. I read their mission, product information, press releases, “About Us,” and more – and I can’t begin … Read more
“I hate writing!” Perhaps that should be music to my ears because it ensures a steady stream of work, but it saddens me. Many people dislike (or even fear) writing and are intimidated by knitting words into sentences and sentences into paragraphs. Nearly everyone needs to write now and again. Being able to assemble words … 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