writing (4)

Posts Tagged ‘writing’

Your Money or Your Life?

Friday, September 25th, 2009

Here’s the #1 question I used to get when I worked on the front lines of the tourism industry as a whitewater raft guide on some of America’s wildest rivers: What’s your real job? knot tied

My reply: This is as real as it gets, buddy.

I was right. Having 8 people in a raft depending on you for survival (and a good time) is a very real, very serious responsibility. But now I compare it to being responsible for other people’s businesses, their livelihoods (also directly related to my livelihood). That’s nothing to sneeze at, either.

This weekend, I’m going to a wedding. These are old friends, people I love, and I can assure you that a great time will be had by all.

Of course, anyone that owns their own business will tell you that there aren’t enough hours in a day. Entrepreneurs are some of the hardest working people you’ll ever meet. And it so happens that a lot of that work falls on, you guessed it, Saturday and Sunday.

This weekend, when my friends get hitched, I’m sure that I’ll be checking in to see what’s going on around Matterhorn, and I’ll try to find some room to get a little work done. That’s the usual M.O. for time away, a necessary part of who we all are in the year almost 2010.

But maybe I won’t. We tell one another to unplug every once in a while, and give in to life. But how often do we actually do it? Are you still giving it your all if you do?

Yes, you are.

(But I’ll still be squeezing a little work in :-)

Tags: business relationships, business trust, content, marketing mindset, writing
Posted in Digital Marketing | No Comments »

10 Web Copy Mistakes That Everyone Makes

Wednesday, September 2nd, 2009

How long do you linger on a site with bad writing? Hours?

Nope. About a 1/4 of a second, actually. Design plays a big role, but your copy is just as important. mistake

So don’t make common mistakes. What mistakes, you ask? These ones…

Adding Filler Web readers don’t have the time or desire to read filler. Just give them what they want- information. Using tons of adjectives is a dead giveaway that you’re just writing stuff to write it. So are filler phrases like “a wide variety of…” and “something for everyone”.

Writing A Narrative A narrative has an introduction, offering some history or background. If I see that, I’m going to bounce over to a competitor that gives me the information I’m looking for, right up front. Start with your main points.

Making Readers Understand How You Do It Just because you always, always check the bottom of a page for more information if you see an * doesn’t mean your users will. Examine your info from every angle, so it’s easy to find.

Selling And Yelling Here’s the thing about the internet- your competitor is a click away. If you push hard for sales up front, before readers have had a chance to get at least some of the info they want, they’ll go somewhere else. Sell after your readers have found what they want; sell after the conversion.

There’s No Point You’ve written every conceivable fact about your business anyone could possibly want to know on your site. But to make it effective, you need to direct users somewhere. Once you do that, you can start measuring conversions by how many visitors go where you want them to.

Big Unbroken Pieces Of Text No one is going to read your laundry list of things to do. Or, at least, they don’t want to. Break down the information on your pages by using subheads, bullets, numbered lists, and text blocs. Stay away from paragraphs with more than 70 words.

Centered Text Not even your headers should be centered on your pages. And especially not the main body of copy. Reader’s eyes will flow much easier over justified text.

Using Big Words “Initially, filling out username and password fields by participants is mandatory” or “First, you must choose a username and password”? Which do you prefer? Don’t turn your site into legal-ese in order to appear business-like.

Changing Styles If one of your subheads is a direction, the next a question, and the third a statement, where does that leave your reader? Use the same style throughout the page. It takes more planning, and it’s worth it.

Wasting Links You never, ever have to write “click here” or “more” for your link. Be descriptive, and highlight the words that describe where the link goes. The internet has been around long enough for everyone to recognize that an underlined word is a clickable link (and if you’re using underlines in your copy that aren’t links, stop.)

And those are just the most common mistakes you’ll find. Which ones are you guilty of?

Tags: content, content marketing, Copywriting, marketing strategy, writing
Posted in Copywriting, Digital Marketing | No Comments »

Why Tone Matters Most

Friday, July 31st, 2009

The most important quality in writing is tone. There. I said it.

It’s true, and here’s why: tone is such a significant part of writing style, it tends to rule everything around it.

Tone determines structure. Tone accentuates subject matter. Tone focuses message. It really does make everything else better (or worse).

When you’re writing, consider tone first. Before you start. In the outline stages. What will happen is this: you’ll end up creating a message with more purpose and feeling, something that speaks to your audience in a way that isn’t possible if you ignore it.

When I first started writing here on the Matterhorn blog, I swore probably once or twice each post. But that hasn’t happened in a long time. The reason? I don’t swear much. It wasn’t sustainable in the blog because it wasn’t natural for me. And while that would be fine in a piece for one of our partners, where we take information and match tone to it, it doesn’t work here.

So the tone of the writing here, to continue the example, is very informal. The point is for Pat and I to be ourselves, and write about whatever happens to make our brains itch. The tone fits us, and Matterhorn, exactly.

It wouldn’t work for an insurance company. In fact, it would do a lot of damage to an insurance company’s credibility to have a really informal tone. That seems obvious, but think about how far it goes. In our example, informal tone also means truncated sentences and short paragraphs. So it links directly to structure. It would be next to impossible to talk about insurance this way, so the subject matter is compromised. And when those fall apart, the message is lost on the audience.

It’s worth it to write in your notes the tone you’re looking for. There are tons of ways to describe it. Light, dark, wordy, brief, grave, silly, funny, serious, direct, oblique, strong, soft, and on and on. Be specific, because you can’t really overthink it. It’s that important.

Tone connects everything you want to say to your audience. Spend some time, for both your sakes, and examine not just what you want to say, but how you’re going to sound when you say it.

Tags: blogs, content, content marketing, Copywriting, writing
Posted in Copywriting | No Comments »

Why Buy Content From a Writer?

Friday, July 17th, 2009

TH-IndexD

Small business owners know exactly what they want to say about their businesses. But they don’t know how to write it effectively, efficiently, briefly, succinctly, compellingly, or strategically. Usually.

Not all of our customers buy content from us. But I wish they did. Pro content writers help businesses in big ways.

There are lots of reasons to buy content. I know because, before I started writing for a living, I investigated them. If I was going to take the leap from outdoor pro to freelance writer, I had a lot of questions to answer.

Here’s what I came up with (and, btw, I did make the leap successfully- thanks to all who’ve helped):

-Time The one thing business owners need above all others is time. There’s never enough of it. Entrepreneurs and small business owners work 16 hour days and could easily make 24 if biology would quit getting in the way.

People have time to write memos and emails. They don’t have time to write brochures, web copy, folders, press kits, and sometimes, yes, their blog.

-Quality Using a professional writer makes a difference in quality. It’s like hiring a graphic designer; there are things that professionals do that others can’t. What’s tricky is that, while not everyone can draw, everyone can write.

But that’s a strictly utilitarian sense of the word “write”. Not everyone can write professionally, and pros do a better job. If an important project comes up- not email, not memos- and quality counts, hire a professional.

-Focus This speaks directly to the first line of this post. Professional writers mold and shape content. They add nuance and style. They add hooks. They tell stories. They can (or, should) make your message sticky.

It’s one thing to know a business inside and out; it’s entirely another thing to write about it.

-Cost To assess the cost of hiring a professional writer, think big. Imagine a big project, like an important speech or a new website: Why is it being created? Big projects are created to make conversions.

Conversions of money. Conversions of mindset. Conversions of information. The written word, if used properly, can do whatever we want it to do. That’s worth a lot.

So there’s my “Why Buy Content” mini-festo. Do you disagree? Do you know some good writers you’d like to plug? Feel free.

Tags: content, content marketing, marketing strategy, project management, writing
Posted in Content Creation | 1 Comment »

The Best Of Simple

Monday, July 6th, 2009

Did you ever read any stories about Simple? He was a character created by Langston Hughes, and the stories were published in a segregated black newspaper in Chicago in the 30′s.

The stories are important, but not any more than Simple himself. He is the story, breaking through everyday life’s roadblocks with that particular brand of common sense that makes the rest of us say, “Why didn’t I think of that?”

Simple could teach marketers a lot. A message that appeals to the “well, of course” reaction in us all. Something simple- that’s what’s called for. Here are 5 reasons why that works.

1) Simple messages are easy to understand. If it requires explanation, we’re lost. A clean page sends a powerful message. Get to the point already.

2) Simple messages are easy to read. This is the difference between you average local law office spot and a Nike ad. Everyone knows what both are, but who’s really leveraging that preexisting knowledge?

3) Simple messages are clever. People hate change, but they really appreciate something different. You can say a lot with a little, but you have to choose your words wisely.

4) Simple messages introduce complex ideas. Go back to the google example I linked to. The algorithm they use might be one of the most complex pieces of code ever engineered. How did they present it? With their name, and a search box.

5) Simple messages are sticky. I recently read Made To Stick again (pick it up- it’s required reading on this subject). As the Heath brothers put it, simplicity isn’t about dumbing down- it’s about getting to the core of your message. People are more apt to remember you if you can simply convey who you are.

If you have to explain everything about what you do, your message is lost. People can’t remember everything about you. Make it simple.

What are your ideas about simplicity? Share your best example with us- I’m definitely interested in hearing about simplicity in all its forms…

Tags: content, content marketing, writing
Posted in Marketing | No Comments »

What SNL Can Teach You About Blog Strategy

Tuesday, June 30th, 2009

SNL Original Cast A couple of weeks ago, I watched Saturday Night Live for the first time in, well, a long time. I’m glad I did it- it was a new show, but it still brought back memories.

What really struck me was this: the format has remained exactly the same. Not the sketches. Not the jokes. Not the music. The format.

I broke the show down into parts, and found that the show’s structure can substitute for a plan on how to write your blog. Here’s what I picked up on:

Start with strong, topical information. This bit is usually ripped from the headlines. The whole audience can identify with it. The show gives their take on a widely understood event or idea.

This is right where your blog starts. These posts establish who you are, what you’re writing about, and why people should tune in. Your “A Material” goes here.

Introduce someone that’s well known. This person is instantly recognizable to the audience. The audience trusts that they’re going to have something good to say.

This is the equivalent of hosting a guest blogger who’s an authority on your subject. Or, it could be a post from you about someone who’s an authority on your subject. Or it’s an interview. You’re bringing in another opinion, one that’s recognized and respected.

Compelling material goes here. It’s the bulk of the show, and they mix longer sketches with short takes and riffs.

You’ve already established who you are. Now you can expand upon it. The structure stays generally the same, and is recognized by your audience. These posts keep people coming back.

Music. I love the music part of SNL. Not every band is for everyone, but it will appeal to some people out there, and it’s introducing a lot of the audience to something new, or something they’re really fans of.

These posts would contain info that’s a bit more esoteric. Niche subjects fit here, or highlights for the hardcore audience. Also a place to revisit old favorites.

News. And not just news- opinions about the news (always my favorite, BTW). Every blog should have some. It’s worth discussing to remind readers that you not only know what you’re talking about, but you know what’s coming up.

Experimental material that usually fails. Remember the sketch about the cats from mars that were allergic to barbecue? Of course not. Nobody does. But SNL has always allowed room (OK, sometimes too much) to fail, and so should you.

Not every post is going to be the strongest thing you’ve ever written, and sometimes, your audience will disagree with you. That’s fine. You have to experiment and fail to learn and grow.

Thank yous. Always, at the end of every show, you get thanked. It’s a nice gesture, and it’s an important part of the production.

Your blog isn’t any different. Be sure to thank your readers regularly for coming, and thank your commenters for commenting.

Saxophone music is optional.

What do you think? Do you see the parallels, or is it all in my head?

Tags: content, content marketing, writing
Posted in Content Creation | 2 Comments »

You’re Not A Natural Storyteller

Thursday, June 25th, 2009

Doing what you love is tricky. On one hand, you’re working on something you’ve always dreamed of. There are very few pursuits higher than that. I don’t know what the statistics are, but the people in the world doing what they love seem to be very few in number.

storyteller-1 On the other hand, you’ve turned love into work. And there are going to be times when the love just isn’t there.

In my former life as a guide, I got to spend long days out in the world, exploring beautiful places with interesting people. But in reality, not every day was paradise. Sometimes the weather was terrible, or the people were boring, or I was mad at my dog for getting in the trash.

Things would go bad for a while. Not “terrible” bad- it’s a relative term. What I mean is, they just didn’t go as well as they could have. I always felt as if, on those days, people weren’t getting their time’s worth. On vacation. And I can’t think of much that’s more valuable than that.

But there was an obligation to be amazing. I was doing what I loved. Living the dream. In a way, my guests were there to be a part of that as much as they were to see an incredible place.

I had a strategy for days like that. And I can honestly say that, every time, using just a few well thought out tips saved the day, for me and my guests. Here’s what I did…

Plan

Just saying the word “strategy” insinuates that there was a plan. I never knew for sure which days were going to be bad. And they were very few and far between. But when they came, I was ready.

A plan involves having some go-to material. For me, these were stories that I had crafted relentlessly, over years. I could tell them, convincingly, in my sleep. What got you involved in the field, your product’s functions, the greatest act of customer service you can think of, and on and on.

Think about what connects those examples: they’re superlative. They are (or should be) things that really matter to you. The reason they matter is because they have a universal action within them. Risk. Excitement. Humor. There needs to be something in the story that everyone can relate to.

Get three ideas you like, and get to work.

Practice

You’ll never be able to tell a great story without practice. I think the best way to do that is experience. Your story needs some miles. You can get miles by creating a presentation, writing the story out, or telling it to your 6 month old ad infinitum.

A lot of times at conferences, I take notes knowing I will never look at them again. Just the act of recording something helps me to remember the important parts. I’ve practiced that act, so I know what parts I’ll take away. Would you be able to remember, without looking, the notes you took from the last presenter you watched? What about the story from E.T.?

Think about how much practice it took to finally tell the story of E.T. (almost 30 years ago!) I believe it when people say that they’re not natural storytellers. It’s learned.

Commit

Even when your day is lousy, be ready to commit to your three stories. No matter what happens with your day, leave it with those stories. Tell them to a group. Write them in a blog. Send a memo. Commit to telling them.

What you’re doing is leaving your “A material”. It doesn’t mean you’re not being genuine. On the contrary, you’re caring enough about the person you’re talking to, or the group you’re presenting to, to give them this story of yours.

If you commit to the story, there’s no way you fail. Here’s why:

We know from planning that our story has universal actions. If you’re committed, you’ll experience those actions as you tell the story. So you are excited, inspired, etc. as you tell your story.

We know from practice that we can tell the story convincingly. If you’re committed, you can “go there” anytime, no matter what kind of day you’re having, and, through your story, give something back.

Commitment invests a resource into your story: you. The people that are listening to you deserve a good story. What’s yours?

Tags: business relationships, content, content marketing, writing
Posted in Content Creation | No Comments »

Why Should I Blog?

Wednesday, April 29th, 2009

Yesterday I talked with a group of people about writing. Specifically, we were talking about content marketing, and what it means to write a blog.

I got some great tips from the wordpress blog, which is definitely worth checking out if you’re trying to answer this question.

Here are my answers:

To Create Something

With a blog, you can create a good business atmosphere, a helpful presence on the web, or an idea to grow within a community. Creativity is criminally neglected at most businesses, but why? Everyone gets a box of crayons in Kindergarten.

To Be Findable

Blogs allow your business to have a renewed presence, not just on the internet, but on where people look on the internet. The content from your blog positions you (along with a lot of other stuff). It’s the difference between putting up a billboard, and sharing your ideas with a group of people -sometimes a very large group- who are interested in them.

To Communicate

Good blogging establishes you as an expert. Not necessarily in your field, (because your field might be filled with more qualified, better known experts), but on your viewpoint. Blogging is a good way to have your say, on your subject, and find out how others feel about it.

These answers are all processes that serve a common principle: to lead. Good blogs are leaders- sources of knowledge, guidance, and direction.

If you decide to start blogging, and what you make is creative, findable, and communicates your ideas, your blog will share the lead in your field.

Tags: business relationships, content, content marketing, getting started in social media, partnerships, writing
Posted in Content Creation, Copywriting, Marketing, Social Media | 1 Comment »

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