All Posts Tagged With: "writing"

(First in a series of posts about ways to improve your writing.)

The fact is simple words communicate better than big words. Some writers feed their egos by using pompous language to impress their audiences. Using big words when simple ones will suffice can annoy and distract the reader from what you are trying to say. Some examples:

Use help rather than assist.

Use live rather than reside.

Use help rather than facilitate.

Use small rather than diminutive.

Use use rather than employ. or utilize.

Use get rather than obtain or procure.

Use best rather than optimum.

Use buy rather than purchase.

Go back and re-read your latest piece of copy. I’ll bet there are at least a handful of instances where you can substitute a simple word and see a huge increase in the readability of your writing.

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Want the easiest way to get your news release noticed by editors and reporters?

Use one of the “est” words in your headline.

Oldest, newest, fastest, slowest, tallest, shortest, longest, fattest, skinniest, deepest, heaviest, lightest, thickest, thinest, smallest, largest, earliest, latest, messiest, neatest.

The “est” list goes on and one. First and last work pretty well, too.

Reporters and editors like to think in terms of extremes. They usually make for good stories. Use that to your advantage. Work one of those words into your next news release headline and I can practically guarantee you the easiest placement you’ve ever had.

Popularity: 68% [?]

Before starting any comunications project, I ask my client to answer three key questions:

Who is Your Audience?
What is Your Message?
What is your Goal?

Let’s take them one at a time.

Who is You Audience? It’s surprising how many clients think in broad terms when answering this question. They tend to think in geographic terms like “people hwo live in Bucks County” or “American citizens.” As a persuasive writer, those parameters are too vague for me. Usually, I ask my client to describe their typical client. That’s when they become much more specific and I get some sense of the audience they are trying to reach.

What Is Your Message? This sounds pretty simple but most clients have no clue about what their marketing message should be. They usually say things such as “Our prices are low.” or “Our products are great.” Again, far too fuzzy and indistguishable. A marketing message should be clear and consistent.

What is Your Goal? I push for realistic, tangible, measurable goals so we know if the marketing message is getting through to the appropriate audience. That way, we can adjust, if necessary. If we’re falling short, perhaps we fine tune the message or the narrow audience. If we reach the goals quickly, perhaps we have set the bar too low.

If you get good, solid answers to those three questions before embarking on a communications project, chances are the process will go smoothly and your client will be happy with the results.

Popularity: 55% [?]

Just about every business should have a printed brochure that showcases the quality of its products, people, and capabilities. Small businesses, especially, can benefit from a company brochure that is well-written and designed with the customer in mind.

What are the advantages to having a brochure? For one thing, it saves time. By putting all your important information into one document you can quickly communicate who you are and what you do. It also helps establish credibility with potential customers by portraying a professional image. Finally, a brochure can reinforce your USP — Unique Selling Proposition.

Of course, the bottom line of a brochure — and any marketing document, for that matter — is to generate more business. A brochure alone cannot do the job but it serves an important role in your marketing plan.

I ask clients three key questions before even starting on their brochure:

What do I want to accomplish with the brochure?

How can the brochure show customers how you solve problems?

How can we make the brochure inviting to readers?

The honest answers to these three questions will form the basis for the design and content of your brochure.

With that in mind, here are several tips for creating an effective brochure:
Continued

Popularity: 56% [?]