How much content do you read each day? No – really read? Far too often readers skim material quickly and make a decision to invest more time, or to click or flip to the next thing. We stuff our lives so full that unless a tweet grabs us in the first 40 characters, we’re on to the next one. It’s not about time, it’s about no time. We’re in the midst of a series of 15 critical marketing tips for Internet and direct marketers. And #14 is Simplify the reader’s job by highlighting key … [Read more...]
THE 15 GUIDELINES (#13): PROTECT TRUST
April 23, 2013 by Leave a Comment
eTrust or eFear? According to the USA Today, it may be a function of age. In an article published April 22, a new study from the University of Southern California’s Center for the Digital Future shows that 51% of internet users aged 18 to 34 are fine with sharing information with a company if they get something in return. Yet at the same time, 70% say “No one should ever be allowed to have access to my personal data or Web behavior.” The lesson is clear – don’t violate the trust you … [Read more...]
THE 15 GUIDELINES (#12): SPEAKING WITH &%#$ SYMBOLS
April 19, 2013 by Leave a Comment
Symbols are a $#*+ great way to get attention. And unlike the Sunday comics, do not have to symbolize words better not spoken in mixed company. Symbols cause a reader to pause, to think, to process your content before moving on – all of this increase its impact. We’re in the midst of a series of 15 critical marketing tips for Internet and direct marketers. And #11 is Symbols attract attention and thought. The challenge we all face in writing for 21st Century inhabitants is getting them to … [Read more...]
THE 15 GUIDELINES (#11): WAVING THE PURPLE FLAG?
April 17, 2013 by Leave a Comment
Like words, colors have different meanings in different cultural settings. White symbolizes purity or holiness in the western world, but stands for mourning in China. Red means love or aggression in the US, but is the symbol for mourning in South Africa. Europeans use pink for femininity, except in Belgium where it is used as a symbol for little boys. Use yellow in India and it will be interpreted as sacred. Green symbolizes spring and new life, except in South America where it means death. Pick … [Read more...]
THE 15 GUIDELINES (#10): A PAINFUL BUM IS WHAT?
April 10, 2013 by Leave a Comment
It has been said the US and England are two people separated by a common language. The word bum is a great example – in the US it is an out-of-date word for someone who avoids work and lives off the gifts of others. However, in the UK it describes a part of the human anatomy. So having “a bum in pain” can mean two very different things. As we write for blogs and direct mail, our goal is clear communication. So as we select words, we need to be very careful that our vocabulary is clear. … [Read more...]
THE 15 GUIDELINES (#9): LET OTHERS MAKE YOUR POINT
April 8, 2013 by Leave a Comment
Been there. Done that. Have the T-shirt and the experience to share. And that is exactly what makes case studies and testimonials so powerful. The information they convey is not theory, nor bent from your particular perspective, but rather experiential truth. Lived it, learned it truth. And the resulting impact on your reader is far beyond anything you would achieve in the first person. We’re in the midst of a series of 15 critical marketing tips for Internet and direct marketers. And #8 is … [Read more...]
THE 15 GUIDELINES (#7): PROOFREAD – IT’S APOSTROPHE VS. APOSTATE
April 2, 2013 by Leave a Comment
How important is punctuation? For some in England, an apostrophe is as good as being apostate. And for you, it can be even more important than that! Last week, the Los Angeles Times reported that a conflict has erupted in Mid Devon, UK over whether or not to put apostrophe’s on new road signs. While not the first group to struggle with this decision, it has raised the hackles of this local government district of 78,000. As one former member of the district council commented that while it is … [Read more...]
THE 15 GUIDELINES (#6): DON’T SPEAK WITHOUT SOMETHING TO SAY.
March 26, 2013 by Leave a Comment
Quality or quantity? Without a doubt it’s quality. When you earn your living with words, write when you have something to say rather than column inches to fill. Nothing turns readers off faster than hollow blog posts. Or direct mail pieces without an offer. You can stuff the copy full of buzzwords like free, new, improved, etc., but without a substantial offer or significant point to make, it’s just noise. The New York Times sets the standard – “All the news that’s fit to print”, … [Read more...]
THE 15 GUIDELINES (#5): KEEP TRYING.
March 21, 2013 by 2 Comments
Everyone has an off day. Kobe Bryant misses the shot. Clayton Kershaw gives up a game winning home run. Even Johnny Carson had a monologue go flat once in awhile. You prepare, you rehearse, you plan and still it just doesn’t work. But some people keep on trying. And that’s where you find success. A few years ago, Nike ran a commercial featuring Michael Jordan, who was shown shooting baskets and voicing: “I’ve missed more than 9000 shots in my career. I’ve lost almost 300 games. 26 … [Read more...]
THE 15 GUIDELINES (#4): DON’T TRY – REALLY BE CLEVER
March 18, 2013 by 1 Comment
A near miss can be exciting for you, but deadly dull for everyone else. Almost is one of the saddest words in the English language – not quite, just a little short. In the creation of content, don’t just try to be clever – be clever. As Yoda admonished young Skywalker in The Empire Strikes Back, “Do or do not…there is no try.” We’re in the midst of a series of 15 critical marketing tips for Internet and direct marketers. And #4 is Be Clever. When you write, whether for a … [Read more...]
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