Archive for the ‘Writing Tips (for websites, blog posts, speaker one-sheets, and more)’ Category
Writing tip: “Eat the big frog first”
What the heck does it mean to “eat the big frog first” – and what does it have to do with writing?
First, let’s look at this cryptic and confusing phrase!
Mark Twain said, “Eat a live frog first thing in the morning and nothing worse will happen to you the rest of the day.”
Over the past 100 years, this phrase has shifted to “eat the big frog first.” In other words, tackle the most challenging or dislikeable task first – or a big task that will produce your greatest results.
Photo by Patrice Rhoades-Baum
Now, let’s look at how you can “eat the big frog first” when writing articles, blog posts, or website content.
In this context, “eating the big frog first” means tackling the most difficult aspect of your writing project, right off the bat.
For example, if you’re creating all new content for your website, you would tackle the Home page copy first. This challenging chunk of copywriting can be difficult and daunting. Why?
Website Home page copy must:
- Convey your brand in a nutshell.
- Communicate your key benefit message.
- Be brief.
- Be on target (for your target market).
- Inspire the website visitor to keep reading, then contact you!
What if you don’t want to eat the big frog first?
Truth be told, I rarely eat the big frog first! I’ve been a professional copywriter for 30+ years. Often, I’ll start by writing smaller chunks of content. Editing a pile of testimonials. Compiling relevant notes to the project designer or developer. Later – when the creative juices are flowing – I’ll eat the big frog.
You can “nibble the little tadpoles first!”
Thanks to 2 recent conversations on this topic – with my client Debra and with my friend and marketing colleague Susan – we collectively coined the phrase, “nibble the little tadpoles first!”
Some people want to tackle the challenge right off the bat. These brave souls eat the big frog first. Meanwhile, some of us prefer to first nibble on little tadpoles to get the creative juices flowing.
Which approach is right for you?
There’s no right or wrong approach. As a professional copywriter, I encourage you to sink your teeth into your writing project and start by either eating big frogs or nibbling tadpoles.
One way or another, get started – and get that writing project done!
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SAVE THIS CHECKLIST: How to systematically review your new website before it goes live
Use this checklist to ensure a successful launch for your new (or updated) website!
I’ve been a website marketing strategist, copywriter, and project manager “ever since Al Gore invented the Internet.”
Over the years, I’ve reviewed hundreds of business websites to ensure they were polished, professional, and working properly.
Before a website goes live – and immediately after – I thoroughly review the website. Top to bottom. Using my systematic approach.
Use this checklist to thoroughly review YOUR new or updated website. The goal, of course, is to successfully launch your new, polished, professional website, so you can happily share it with the world!
Here’s my 12-point checklist. Use it to review your new or updated website before it goes live AND after it goes live.
- Test all links – Click the across-the-top navigation to ensure every web page is linked appropriately. Next, scroll down to the footer and click all text links to ensure they’re set up correctly, including social media icons. And don’t forget the site map: open the site map web page and check every link. Next, systematically move from web page to web page testing every link: any text links in the body copy, videos, audios, PDF speaker one-sheet, PDF resume, and all graphical elements (e.g., logos). If the blog has categories and a FeedBurner type of email subscription, check these links as well. Finally, on the interior pages, try clicking on the company logo in the banner – this should take you back to the Home page.
- Complete all forms to ensure they work – Complete all opt-in boxes and contact forms. Put on the “customer hat” and experience the process from the website visitor’s point of view. If there’s a PDF giveaway on the Thank-You-For-Subscribing page (from the opt-in box), click the link. It’s shocking how often this is overlooked! In fact, thoroughly review these behind-the-scenes thank-you pages (developers call these “success pages”). Also, critically look at any Captcha-type spam-control plugin the developer may have added to your contact form. Personally, I find reCAPTCHA beyond frustrating. If you and your website developer decide your website needs a spam-control plugin, select a version that your target market can easily use. Imagine a qualified prospect taking the time to thoroughly complete your contact form, then throwing in the towel due to a frustrating experience, right when they’re ready to hit Submit – you won’t get that lead.
- Now try to BREAK all forms! – What happens if you don’t complete a required field, then hit Submit? Is the “error” dialog box helpful? Or is it cryptic and confusing? On the contact form, can you input a long European phone number in the phone field or does it only allow 10 characters for US and Canadian phone numbers? Spend time trying to “break” every opt-in box and contact form. If there are any issues, it’s best for YOU to find them, not your customers.
- Purchase your product – Whip out your credit card and purchase your book or downloadable product. Check to ensure all pricing and shipping information is correct. Put on the customer hat to experience the purchase from the website visitor’s point of view. Is the purchase and downloadable process easy? Did it work properly? Are all directions throughout the process clear and easy to understand? Jot down any errors – and possible points of confusion – and discuss these with your developer.
- Test all email addresses – Is the main email address on the website Info@ABCcompany.com? Are there other email addresses? Ensure all are properly set up. If they don’t work, you may lose email messages from qualified prospects.
- Test all other features/functionality – Does your website have a search function? Test it. Any other features or functionality? Test these thoroughly, wearing the customer hat.
- Proof every word – Typos slip in … it’s a fact of life. Weirdly, typos seem to “hide out” best in 24-point headlines! Here are my favorite tips to flush out lurking typos and sneaky grammar and punctuation errors. This is an important step to ensure your website meets your high standards of professionalism.
(A) Print every page and proof the old-fashioned way – on paper. This simple trick offers a surprising level of objectivity and is much more effective than proofing at the monitor.
(B) Ask a family member, friend, or colleague to proof your website copy for you. Choose someone who has this skillset.
(C) Hire a professional proofreader.
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~~~ - Critically examine stock photos – If the developer used stock photos in your new website, are the images fresh or trite? Do the images support your message? Ask pointed questions of your developer to ensure you have purchased the rights to use all stock photos and clipart. Finally, you’ll want to ensure photos with people present a mix of male/female, various ethnicities and, depending on your target market, different age groups.
- Check all redirects – For example, if your website address is ParagonConsulting.com and you requested that your developer redirect ParagonCoaching.com, then you’ll want to ensure this is set up.
- Ensure your developer has implemented basic SEO strategies – Like a well, this is a deep subject, given the plethora of SEO strategies and philosophies. At minimum, ensure your developer added a unique meta title and meta description for each web page and incorporated important organic keywords.
- Review using different browsers and multiple mobile devices (both Apple and Android) – Yikes, this is the bane of every website developer – and reviewers! This task can be time-consuming, and many developers do not conduct a thorough review. However, it’s YOUR website so, ultimately, it’s YOUR responsibility. At the time of this writing, there are 5 major browsers: Google Chrome, Mozilla Firefox, Internet Explorer, Safari, and Opera. Download each browser onto your computer and test the key features and functionality of your website on every browser (especially email and contact form). Yes, it’s a pain, but this is vitally important. And take time to review your new website on a variety of mobile devices – both Apple and Android. I recently found a significant issue when reviewing a client’s new website on my Android smartphone – an issue he didn’t encounter on his iPhone.
SIDE NOTE: As of December 2014, W3Schools.com listed the most popular browsers (in terms of market share) as:
- Google Chrome: 61.36%
- Mozilla Firefox: 23.6%
- Internet Explorer: 8.0%
- Safari: 3.7%
- Opera: 1.6%
- What’s missing? – I’ve done a ton of professional editing in my career. Long ago, this realization popped into my head regarding the difference between a proofreader and an editor: The proofreader looks at what IS there; the editor also looks at what is NOT there. Step up to the 10,000-foot level and ask yourself: “Is anything missing? Are all photos, videos, and other assets represented in my new website, as planned? Is the contact form robust, so it serves as a hardworking inquiry form? Have we overlooked anything?”
If you have thoroughly reviewed your new or updated website – using this checklist and a systematic approach – then you’re ready to go live. Congratulations!
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Idioms of the World
Ever wonder where those colorful – but cryptic – idioms come from?
- “It’s raining cats and dogs.”
- “She’s under the weather.”
- “He kicked the bucket.”
According to Merriam-Webster, idiom is “an expression that cannot be understood from the meanings of its separate words but that has a separate meaning of its own.”
My sister Karen, who also is a writer and word buff, forwarded a fun and informative article to me: “Idioms of the World.”
Written by London-based Matt Lindley and illustrated by Marcus Oakley, they explain the meanings of 10 wild and wacky idioms from around the world:
- Into the mouth of a wolf (Italian)
- Not my circus, not my monkey (Polish)
- To have a wide face (Japanese)
- To have the midday demon (French)
- To feed the donkey spongecake (Portuguese)
- A cat’s jump (German)
- To give someone pumpkins (Spanish)
- To ride as a hare (Russian)
- To let a frog out of your mouth (Finnish)
- To have a stick in your ear (Danish)
Curious? Click to read Marcus and Matt’s article: “Idioms of the World.”
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Marketing & Branding Views: Use the “Itch-and-Scratch” approach to write your marketing copy
THEME: Use the “Itch-and-Scratch” approach to write marketing copy
TIME: 2 minutes
LOCATION: Red Rock Canyon Open Space, Colorado Springs, Colorado
THE KEY VIEWPOINT: Use the time-tested and proven Itch-and-Scratch approach to write your marketing copy – especially website copy. And see what poison ivy looks like – remember, “leaves of three, let it be!”
CLICK HERE to read the transcript.
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Wets versus West — a quick writing tip
This morning my artist husband Michael Baum asked me to proof his monthly email newsletter. A “typo” jumped out at me. He had titled a new painting:
“Clouds Building over the Wets”
Colorado’s Wet Mountains are often referred to as the Wets. However, many people don’t know this.
What’s more, “Wets” screams TYPO! It looks like it should be “West.” Nearly everyone who reads Mike’s newsletter would see this “obvious typo” and — here’s the issue — they would be distracted from his image, essentially, his main point.
Moral of the story: Mike could dig in his heels and insist that he is keeping the painting’s title as is, because it is accurate. Instead, he decided to change the title to “Clouds Building over the Wet Mountains” to avoid confusion, eliminate distraction, and keep his readers focused on what really counts.
Here’s a screen capture from Mike’s newsletter draft. Visit his website at MichaelBaum.com
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How to improve your writing: My top 2 tips
I just got off the phone with a client; we are teaming on an exciting branding and website project. She truly is an expert in her business-consulting niche. Soon, she will be poised to step up as a thought leader.
We chatted about the importance of blogging, and how her regular blog posts will:
- Support her from a search-engine optimization (SEO) standpoint and help her get found by prospective clients
- Enable her to expound on her topic, educate clients and prospects, and reveal her passion, commitment, and personality
She asked: “How can I improve my writing?”
As a professional writer for 30+ years, I shared my favorite tips:
- Write a short blog post every day or every week. Gone are the days of writing long, daunting, full-length articles for your blog or guest blogs. Instead, write short blog posts (200-300 words). Focus on a key point that is useful or insightful for your readers. Stay on point, and make sure your point is clear.
- Take out your red pen! I firmly believe editing your writing is the best way to improve your writing. Print your draft, then use a red pen (or color of your choice) to edit your content. Read through your copy several times and edit for brevity, spelling, punctuation, grammar and, of course, clarity. Your goal? Copy that is crisp, clear, and compelling!
Speaking of keeping it short…
We have a rollicking thunder-and-lightning storm at my office. Time to turn off and unplug the computer. I hope there are no typos that will undermine my editing advice. :>
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WIFM drives all your marketing activities, including branding your business
Tip: Read the following with an announcer’s voice:
Your clients are always tuned in to radio station WIFM: “What’s In it For Me?”
Over 3
decades ago, I received this timeless marketing advice — the single most important advice in my marketing career.
In marketing, WIFM is your touchstone. Do not lose sight of this.
When I presented my “Nail Your Brand!” workshop for NSA’s Colorado Speakers Academy a few weeks ago, we started the workshop by discussing, and underscoring, the importance of WIFM in all aspects of marketing your business.
Obviously, you use a WIFM approach in advertisements. Plus, it’s the approach to use for website copy, your speaker one-sheet or company brochure, and even your brand.
When clarifying your brand, it’s important to communicate who you are and what you do. And it’s critical to convey what THEY get — the benefits and results your clients, customers, and audience members receive.
No matter what type of marketing activity you’re working on, including clarifying the brand for your small business, keep this in mind: Your clients are always listening to radio station WIFM: “What’s In it For Me?”
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Does your writing focus on your reader – or on you? Take this simple test!
Learn how to distinguish “WE-focused” writing (content that talks about your business) from “YOU-focused” writing (content that speaks to readers and addresses their needs). Take a simple test to see how your article or website page fares!
Watch out for WE-focused writing
A colleague asked for feedback on an article she wrote for a health organization. It was well written, the headline hummed the main theme, and, like a chorus, her theme resonated throughout. Applause!
But this article didn’t sing. In fact, it had a “we-zing” cold. The article focused on the organization, not the reader. In six paragraphs, the words we and ours appeared 18 times, while you and yours appeared only a few times.
I encouraged her to switch the focus to the reader. For example:
- WE-focused: As a Level II trauma center, we provide specialized care, and we can handle any emergency.
- YOU-focused: In an emergency, you can rely on the specialized care of our Level II trauma center.
Here’s another example, commonly found on the “About Us” page on a business website:
- WE-focused: We have provided reliable, award-winning products and services since 1999. Plus, we offer our customers 24×7 customer service.
- YOU-focused: Since 1999, customers like you have turned to us for reliable, award-winning products and services. Plus, if you need assistance, our 24×7 customer-service reps are always here for you.
Don’t rely on readers to connect the dots
Content that is WE-focused forces the reader to connect the dots: “Here’s what this business says it offers; now I need to determine if that meets my needs.” This may not seem too difficult, but guess what? Most readers don’t have time to connect the dots, which means they won’t immediately get your key message and may not act on your call-to-action.
Is your writing WE-focused or YOU-focused? Take this simple test to find out
- Print one of your articles or website pages.
- Circle the words we and ours in red, count them, and write down the number.
- Circle the words you and yours in blue, count them, and write down the number.
How did you do? Ideally, you’ll have twice as many you’s and yours as the words we and ours. If you had more we’s and ours, your message is “we-zing.” Here’s the remedy: Rework sentences to shift the focus to the reader.
When you put the focus on your readers, they’ll instantly grasp your benefits without needing to puzzle out “how does this relate to me?” Your writing will sing a clear, compelling tune about what your business offers and the results readers can get.
