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How powerful is your message? Does your message lack punch? Are you
using the right words to get your message noticed? Even worse! Are your
words costing you business? When you are in business whether online of off
these are questions you should continuously be asking yourself.
Considering the significant effect your words have on your audience should
be of primary importance to you. As I have stated in prior articles if your
writings are filled with spelling errors and poor sentence structure you are
fighting an uphill battle that may never be won. That is why it is so important
to read and re-read, write and re-write your copy. It is also why you should
have others review it prior to posting. Even as a Copy Writer/ Editor I find I am
just too close to my own writings to recognize errors in my personal works.
How many are you missing?
Once you have the sentence structure down and spelling corrected it is time
to look at the message you are trying to convey. In writing marketing copy
there are words that marketing copy writers know as Power Words. When
applied properly these words can be used to express any number of feelings
that will generate action on your readers part.
Take the following sentence; A work of art is something you achieve when
the right pieces come together. Wouldn't it be better written like this? You
too can create an inspiring and effective masterpiece with carefully crafted
content. Do you recognize how one is well written while the other creates
interest. The first is merely a simple pronouncement while the alternative
effectively builds interest making you want to read more.
If promotional writing is not your focus and you are thinking how does this
apply to me allow me offer you just one more example. This is an excerpt
from a columnist and friend of mine. See if you can recognize the difference.
Before:
Until a couple of years ago I never paid much attention to
Slot machines,My First trip to Laughlin Nevada back in 1990 had
me playing slots because I had no Idea what I was doing ..sure
I won a couple of hundred Bucks playing quarters but got bored
quickly.For me there has to be a way to beat the Odds and playing
slots at THAT Time was just to pass the Hours .I had no enthusiasm
to "outsmart" Slot machines.
I discovered the game of Video Keno and was immediately hooked.
Anyone remember the old Tall KENO Machines?One had to use a
Pen to mark the numbers than hit play. aah, the good ole Times..it
was so easy to manipulate the machine by playing a certain amount
of numbers that would bring in a Big win when done right.
After:
Until a couple of years ago I never paid much attention to Slot
machines. My first trip to Laughlin, Nevada back in 1990 found
me playing slots because I had no idea what I was doing. Sure I
won a couple of hundred bucks playing quarters; however I quickly
tired of the game. For me there has to be a way to beat the odds
and playing slots at that time was simply another way to pass the
hours. I found no joy in outsmarting those old slot machines.
It wasn't long before I discovered a game called Video Keno and
was immediately hooked. Does anyone remember the old, tall,
Keno machines? You had to use a pen to mark the numbers then
hit play; aah the good ole days. It was so easy to manipulate the
machines. By playing a certain amount of numbers you could bring
in a big win when done right.
As you can see it wasn't much of a change; However I am confident you
would agree it is vastly improved. Simple errors like the overuse of
capitalization were removed as well as proper word and sentence spacing.
Yes, even professional writers rely heavily on their editors.
Let me touch briefly on another important point that you should bear in mind.
Your aim is merely to generate an action not give a full accounting. Finding
just the right balance between information overload and insufficient
information takes time and effort. Given too much or too little information
can be equally costly.
Speaking of the cost of using the wrong word(s) I recently was told the tale
of a single word that aptly describes just how important your words can be.
This is the story in Kim Emerson of Writing Pro (http://www.writingpro.biz)'s
own words.
"When I am asked how important words are I always remember
back to one event in my life. I am a writer and have always
known the power of words, but this event and the use of one
wrong word cost me a valuable relationship. I was in
the very beginnings of developing an important personal
and business relationship and part of that was introducing this
new relation to a huge business opportunity for her. I emailed
that "I was so excited to introduce this to XYZ company"
(meaning her and what she had to offer)" She quickly
responded to my email that I couldn't possibly introduce
what she had to offer because I didn't know enough about it
and they wouldn't receive it from me. I was baffled for the longest
time and tried over and over to communicate that I had her
best interest at heart and believed in what she had to offer.
We emailed back and forth and the situation only worsened
until it was a dead end. I went back and picked my emails
apart looking for the breakdown in communication.
I finally found the one word that caused the dismantling of
this new relationship. It boiled down to my use of one word.
The word "this". What was on my heart was to introduce her
and what my choice of word said to her was that I was going
to try to explain all that she had to offer. The better choice of
word would have been simple "I am excited to introduce
YOU to XYZ company."
I could not have explained this any better. Thank you Ms. Emerson for the
fine example.
Remember when writing be certain you use the right words, in the right
way, to convey the right message. Simple words can be easily improved
by enhancing them with adjectives or replacing them with discerning
words that spur action.
One terrific editing program I recently discovered, that I have determined
to be extremely effective for this purpose, is White Smoke'. It can be
used to quickly and easily improve many types of writing. Not only can it
find spelling, punctuation, and grammar errors, you may have made, but
it further suggests better words so your writing has a more professional
edge to it. While desktop programs can't find all the misplaced words you've
used they can effectively guide your attention to what you're composing
and make you aware of ways to better express what you intended to write.
Another advantage is that WhiteSmoke comes with dozens of templates ...
ready-to-go letters, documents, plans, invitations etc. Just think of the
time you'll save! You can purchase the software for general purpose,
business or even creative writing styles. If you would like more
information on this wonderful program White Smoke offers a demo at
their website at
( http://network.adsmarket.com/click/imNsnY2ff523YZicZZ1-w4tjmJ6NnYOUjw).
I am certain you will find this tool a valuable resource.
Here is another important rule to hold to when writing. Use adjectives, but
use them sparingly. Why sparingly? Consider this phrase, The big, ugly,
brown, devious rat found the gaping, rounded, deep hole in the fabulously
tall, regal, widespread oak. As you can see the adjectives used do add
character but after one or two they loose their punch. This seems to be
one of the most repeatedly abused rules, as an editor, that I come across.
No, the overuse is not typically so glaringly obvious; however it is a problem
even professional writers need to be more alert to in their writings.
As a recap here are the things you should have grasped. Remember, use
words that effectively inspire the reader to action, Power Words, when writing
marketing copy. Don't over-educate your reader when offering marketing
material. Leave them a reason to take the next step. The wrong word utilized
at the wrong time may end up costing you a valuable connection. Read and
re-read, write and re-write your copy. Hand off your prose for review and
editing by an unbiased editor or friend. Don't just rely on your spell checker!
Use of adjectives can improve your writing but overuse can ruin it. Communicate
clearly and concisely.
One last note. Be sure that the message you have to share is not only worth
your time and effort to write but for your audience to read. Quality content is
what generates interest. If your writing is merely ramblings you will loose your
readership just as quickly as if your copy was filled with grammatical and
spelling errors.
© Copyright 2006 Ginger Marks
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