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Worth Quoting: William Safire’s Rules for Writing

1. Do not put statements in the negative form.

2. Remember to never split an infinitive.

3. It is incumbent on one to avoid archaisms.

4. The passive voice should never be used.

5. Proofread care-fully to see if you words out.

6. If you reread your work, you can find on rereading a great deal of repetition can be avoided by rereading and editing.

7. Never use a long word when a diminutive one will do.

8. Unqualified superlatives are the worst of all.

9. A writer must not shift your point of view.

10. If any word is improper at the end of a sentence, a linking verb is.

11. Don’t overuse exclamation marks!!

12. Avoid trendy locutions that sound flaky.

13. Never, ever use repetitive redundancies.

14. Place pronouns as close as possible, especially in long sentences, as of 10 or more words, to their antecedents.

15. Writing carefully, dangling participles must be avoided.

16. Take the bull by the hand and avoid mixing metaphors.

17. Everyone should be careful to use a singular pronoun with singular nouns in their writing.

18. Always pick on the correct idiom.

19. The adverb always follows the verb.

20. Last but not least, avoid cliches like the plague.

(Source: The New York Times)

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Quote:

“Unlike what many marketing consultants say, your value doesn’t have to be unique. It just needs to be genuine, distinctive, and valuable to them. You don’t need to be the only person to have innovative copywriting skills, yours just need to be worthwhile in specific situations to specific clients…”

Mike Schultz, Wellesley Hills Group

I think this is an important message. So many companies (not just copywriters) are going out of their way to be unique, to ‘differentiate’ themselves from the competition, and it’s not working out. If you truly have something that makes you stand out, great. But if you are simply providing a solid, reliable service–like me, creating a name as a deadline orientated copywriter–then this is a welcome and reassuring message from a guy who knows what he’s talking about.

How about you? Do you struggle with this question when your marketing guru brings it up? 

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Go here to see the top ten written formats for generating leads, according to a study done by MarketingProfs Research Insights. Newsletters and Press Releases, numbers one and two folks, are two of my specialties.

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For a look at the most recent newsletter I worked on, click here.

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If you want to offer something of value to draw more visitors to your website…

If you have a specialty that people would pay to learn about…

If you need to educate your contacts on a particular subject at length…

Why not create an eBook?

eBooks are wonderful products in that they can be delivered almost instantly (download), involve no shipping costs, and they are easy to create (most commonly in PDF format). Some people offer them as free products and use them for lead generation, others sell them for the valuable information they impart on their own. They can be as short as a few dozen pages, or as long as hundreds. All you have to do is create the content and link it to your site or next newsletter. You can even create a special sales letter to offer your eBook to your list, giving you yet another way to keep in contact, stay top of mind, and offer something of value.

Not too sure about the process of writing an eBook? Don’t have time? That’s what I’m here for. Give me a call or drop me a line today! Go to www.thewriteinitiative.com for contact information.

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There is a growing interest in using white papers as a means to offer something of value to potential clients. White papers have the length to create an authoritative voice while still being concise and readable, and they are the epitome of value-added marketing. They also fulfill the ‘permission-based’ marketing definition because the user chooses to read the document based on a need they have.

That said, how many of you out there know what a white paper is? I wrote to Michael A. Stelzner for some help with the proper definition of the term:

 “High-level white paper definition: A white paper is a persuasive document that usually describes problems and how to solve them. White papers are a cross between magazine articles and brochures. A white paper takes the objective and educational approach of an article and weaves in corporate messages typically found in brochures.

Detailed white paper definition: A white paper is a technical or business-benefits document that introduces a challenge faced by its reader and makes a strong case why a particular approach to solving the problem is preferred. A white paper usually proposes a solution to a problem but can also introduce a new concept or describe how to perform technical tasks. Most white papers range from 6 to 12 pages in length, however some can exceed 50 pages. White papers are very heavy on copy and usually very light on graphics. However, diagrams, charts and illustrations commonly occur in most white papers. White papers are primarily used for generating leads or as a sales closing tool.”

Michael A. Stelzner, www.writingwhitepapers.com/blog/    

White papers got their start in government policy, and the term is actually an offshoot of the term ‘white book’, which is an official publication of a national government. White papers moved on to become a favourite tool for technological companies introducing new innovations and products. Now, however, white papers have become marketing tools to get ideas and proposed solutions in front of the decision makers, and it’s a growing industry.  

When working towards becoming a guru in your field, those in the know often advise you to book public speaking engagements and write a book (see my ghostwriting post if this is something that interests you). Yet many professionals aren’t ready for that level of input. And in this day and age of permission-based marketing and the need to offer something of value, a white paper is just the thing. Like Michael says, it’s a comfortable cross between a magazine article and brochure, educating the reader with useful information while at the same time showing them how much better off they’d be with your professional services to guide them.  

With this important tool you can offer information of value to your target market, creating good feelings in the potential lead. You have given them information that is helpful and useful, and when they are ready for further assistance they will think of you first. 

To put this valuable marketing tool to work for you, visit my website or drop me a line at info@thewriteinitiative.com  

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Do you want to feel perfect satisfaction with your copywriter? Then be certain you know what you want and can communicate that when you meet them. Allocate some time to get prepared for that meeting by thinking about what purpose the document is supposed to serve, and what audience it is intended for. Getting clear on the purpose of any written piece will refine the message, and writing to a specific audience will bring focus to the content.

One common mistake is to expect too much from one document. Don’t try to have it achieve too many purposes, or speak to a variety of audiences. This dilutes your core messaging, and confuses the focus. If you are clear in your intentions, and narrow that focus down to one audience and one purpose, you will see a much better ROI from your copywriting.

One further note on this topic: copywriters, like spouses, can’t read minds. We are good at communicating, yes, but it is the responsibility of the client to inform the copywriter in order to get the best possible results. Personally, the more information you can give me, the better; I will pull from it based on your purpose and audience. But if the purpose is muddy, and the audience is too general, I promise you will not be as satisfied with the final product as you could be.

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Some of you might ask, why have someone ghostwrite a book for you? Well, say you are an authority in your field, and you’d like to build some awareness of that fact. You would probably be seeking some speaking or teaching engagements. What better way to lend credibility to your name and prove your worth to those hiring for those engagements than to have written a book on the subject? Or even a book on any subject. Not to mention the fact that you now also have something to sell at the back of the room afterwards that expands on the lecture you just gave.

Sounds good, right? A solid plan on becoming an authority in your field.

Now, do you have three months to sit down and write that book? Chances are you have all kinds of great information on your specialty scattered throughout documents, speeches, articles, reports, and various other sundry notes. Do you know how to pull it together to make a cohesive whole? What about your writing skills, how are they?

I can help. If you’re working towards being recognized as an authority in your field and you need a solid book….by you…to back that up, you could hire a ghostwriter like me to put it together for you.

And now I’m off to wrap up my latest contract. A few weeks of revisions and we should be ready to go to press. It’s a project I’m proud of, even if no one will ever know my involvement.

For questions or more information about ghostwriting, email me from my contact page at www.thewriteinitiative.com or leave a comment on this post.

Happiness is being ‘at work’ on something we love.

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I had this white paper on my portfolio page at one time, but as new and better samples of my work came available I decided to remove it and post it here instead. This document reminds business people that while they are experts in their fields, I am an expert in mine, and writing good copy is often harder than they think.

The Myths of Copywriting

Myth #1: Anyone can write copy.

It’s just not true. Not everyone can craft good writing, and when there’s a time crunch, things only get worse. A trained and experienced freelancer can focus on the job, get the writing done faster, and have it make more sense.

Myth #2: Good copy can sell your products/services for you.

It’s not the copy; it’s what the message does for you. What emotion does it elicit? Does it simply tell the target audience what you’re good at, or does it demonstrate it with solid facts and tangible figures?

Myth #3: I just need to tell my target market how reliable and innovative we are.

A good piece of writing doesn’t just tell you something, it shows you something, as the old ’show don’t tell’ mantra goes. Instead of using empty words (’We are reliable’), a good writer can demonstrate how you are reliable by using actual facts, figures, quotes, or the like (’We met or beat every client deadline in 2006′).

Myth #4: Freelancers cost too much money.

Truth is, freelancers save you money. By outsourcing when the going gets rough, a company can ensure it meets its deadlines without the responsibility of creating a new in-house position. There are no salaries, sick days, or benefits to worry about. Instead, you hire only for the specific project, and pay for a professional job. Even editing services can save you extra costs by avoiding sending inadequate or flawed documents to press.

Myth #5: I have copywriters on staff; I don’t need freelancers.

There are many ways to grow a business, and one of them is to market for a larger client base. You take on the work when the work is there. However, if you have more work than you do staff, why not outsource during busy times and avoid having a salary to pay during quieter times? Plus, new talent can bring a fresh perspective.

Myth #6: Bringing an outsider up to speed on my company’s products/services is a waste of time.

‘Bringing an outsider up to speed’ can actually generate new ideas and garner brainstorming that goes beyond what’s been done before. Also, by bringing in someone unfamiliar with your products or services, you can be sure that the message is going to make sense to those in your target market that might not be as familiar with your industry’s jargon as you thought. How can a fresh new take on the product hurt?

By Adria Laycraft, The Write Initiative

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I wrote a document called ‘The Myths of Copywriting’ that addresses why hiring a freelance writer makes sense. One of the myths went like this:

“I just need to tell my target market how reliable and innovative we are.”

 It is so important to understand that simply telling a reader that you are something (reliable/innovative/dedicated/etc.) will not have any impact on them. They won’t remember; in fact, it’s more likely their eyes will glaze over and they won’t even finish reading your message!

I’d like to expand on this topic a bit.

A good piece of writing doesn’t just tell you something, it shows you. The great thing about taking the extra time to do this is that right away your message will stop being cliche and instead become detailed and unique.

Here are two common examples:

“[Company name] is well-known for exceptional [fill in the blank].”

You can put whatever you like at the end, but the most common one is ‘customer service’. I’ve seen this line in so many brochures and websites it makes me shudder.

Why not try this instead:

“[Company name] has won the Customer Service Award for four years running.”

…or…

“[Company name] provides on-site installation and training, with on-line technical support available round-the-clock.”

Okay, so now I’m paying attention because I have proof that the company has exceptional customer service. I wasn’t simply told so, I was shown what makes it exceptional. Here’s another one:

[Company name] has innovative technology and state-of-the-art equipment.”

So? Those are empty words that mean very little. So let’s try:

“[Company name] uses the newest fabrication equipment available to create parts that last 80%longer.”

See the difference? If you are specific about what makes your company special, the reader will take notice, and remember things like ‘80% longer’. You will stand out from the crowd. It’s not about the words, but the emotion it generates, and empty content will never elicit any emotion at all.

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