No-Nos — and OKs — for Content Writers

/0 Comments/in , , , /by

 

Earlier this week in my Say It For You blog, I showed how Mark Byrnes’ cautionary advice to financial advisors applies to creating content for blog posts, newsletters, and even emails. Today’s post represents my reaction to a list of common grammar rules Words Trivia thinks we content writers should actually break. 

The way the Words Trivia editors see things, overly strict grammar rules “leave writers constrained and limited in their expression”.  As a content writer and trainer, I agree – but only when it comes to some of those rules the editors claim are made-to-be-broken. I’d say “yes”, for example, to starting sentences with “and” or “but” to connect ideas and add flow, and “yes” to splitting the occasional infinitive.

  1. I most definitely concur with breaking the rule about maintaining consistent sentence structure and length throughout a piece. As the editors correctly point out, mixing short and long sentences can create a rhythm, emphasize certain ideas, and prevent monotony.
  2. Frankly, my feelings are mixed when it comes to embracing the “singular they“.  “They” may have been accepted in modern writing (going along with society’s respect for those who do not identify within the binary gender system).  However, rather than the highly awkward “Every nurse should take care of his/her own uniform and cover the expense him/herself”,  or “Every nurse should take care of their own uniforms…” (which still grates on my ear), I’d write simply, “Nurses should take care of their own uniforms, covering the expense themselves.” By being gender-neutral, we writers can avoid being either awkward or gender-insensitive. 
  3. In terms of using double negatives to emphasize contradiction, saying “I can’t get no satisfaction” may be fine for Rodney Dangerfield, but (sorry to disagree), not for marketing content writers.  Sure, as Forbes points out, humor is attention-grabbing and can serve to make business owners more relatable, but it can also cheapen ideas and even be offensive.

Yes, I know the online crowd likes to be informal, and yes, blog posts are supposed to be less formal and more personal in tone than traditional websites. But when content of any type appears in the name of your business (or in the case of our Say It For You writers, in the name of the business owned by one of our clients, the brand is being “put out there” for all to see.

My advice on content writing “no-nos” and “OKs” – Find the fine line between letting rules constrain your creativity and getting a grip on your grammar!

Facebooktwitterredditlinkedintumblrmail

Titling to Catch the Ear

/0 Comments/in , , /by


“It’s important to realize a good title is vital — it can make the difference between an editor reading your piece and relegating it to the slush pile,” Estelle Erasmus tells authors in Writer’s Digest. “A compelling headline displays an angle that makes it stand out. Even better if the title evokes emotion or even anger,” Erasmus adds.

Printed content is actually perceived with the reader’s ears as much as with the eyes. Just as the visual cues we get from the face of a speaker influence what we hear (a phenomenon called the McGurk Effect), readers can be “tantalized” by the way the title of your blog post “sounds” to them.

When our eyes process information, we attach meaning and reasoning to it, while, when we listen with our ears, we are paying attention to the tone of the speaker’s voice and whether it is loud or quiet, an essay in Cram.com posits. In fact, as a team of neuroscientists revealed in 2018, our ears make a subtle noise when our eyes are moving.

The role of blog post and newsletter titles in attracting readers is crucial. It’s the first thing that your audience will see when they come across your blog or open your e-newsletter, and it’s what will determine whether they will click on your link or move on to the next thing, aicontentfy advises.. Whether in monthly newsletters or or social media posts, it’s the titling that determines whether the reader progresses to the content of the piece itself.

Visual and auditory senses play a crucial role in receiving information and remembering content,” the National Library of Medicine explains. Poets might use sound devices such as onomatopoeia (words that imitate sounds), so that reading the poem aloud recreates an auditory experience.

Years ago at Say It For You, I began calling attention to the idea of using certain literary devices in  titles with an eye to making them more “catchy”.  In addition to alliteration (repeated consonants) and assonance (repeated vowel sounds), one creative writing technique is “threesomes” such as “right fit, right place, right now” (from WorldBusinessChicago.com).

Not only should your newsletter or blog post title be eye-catching – – in order to tantalize, make it “ear-catching” as well!

 

 

Facebooktwitterredditlinkedintumblrmail

Featuring the Seconds-to-None in Your Blog or Newsletter

/0 Comments/in , , , /by

 

“Secondary characters add depth and interest to the world your main character inhabits, helping to make the tale more memorable,” Ellen Bulkema writes in the writersinthestorm blog. As a source of support for the protagonist of a novel, secondary characters can also be used to present an obstacle or challenge, or to serve as teachers or guides. Supporting characters don’t need as much detail as you’d give to primary characters, Bulkema admits, but can help clarify the mindset and relationships in the setting.

In a business or practice, the employees, who, while seemingly “secondary” to the business owner or practitioner him or herself, are key to the customer experience. Featuring those players in blog posts and newsletters help humanize a company and create loyal fans. As Disney Parks’ Thomas Smith explains, “…we like to go behind the scenes to show the dedication and inspiration that make our park experiences so magical for our guests.”

A corporate blog is the “space for your company employees to help prospects , providing customers with practical solutions,,” greatcontent.com explains. “It will help customers relate to you even more because they will see human faces and names behind the blog posts.” Sproutsocial agrees. “Real people are the key to authentic relationships,  Consumers want to learn more about the people behind their favorite brands.”

At Say It For You, our writers understand that, because the employees are the ones in the field and on the phone with customers and clients, they know the strengths and best uses of the company’s products and services and it is they who can best supply the anecdotes that are so useful for marketing content. One way we involve employees is to highlight specific accomplishments in a blog or newsletter. When readers learn about an employee’s enthusiasm and how that person put in extra time and effort in serving customers, that cements the customer’s relationship with the company or practice.

Featuring those “seconds-to-none” employees in the company’s or the practice’s communications can be a gift that keeps on giving.

Facebooktwitterredditlinkedintumblrmail