Browsing Category: "content"
Break the rules (sometimes)
content, effective communication, marketing, web copy, writing September 21st, 2009
While I’m a proponent of proper punctuation and a serious stickler about spelling, I also know that conversational copy is a much more compelling read.
If you’ve been stuck in the world of long, complex sentences, it’s time for a change. And, conversely, if you’ve been writing like you’re texting your BFF instead of talking with your customers, throw in an actual sentence now and then.
The combination of varying sentence lengths and types will mimic real-life dialogue, making your copy not only more fun to read but also worth the time it takes to read it.
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Your web site content sucks. Here are 3 reasons why.
content, web copy, writing August 12th, 2009
I’m a creative communications opinionator. I tell people what I think of their marcom, newsletters, press releases and web content based on my 23 years of professional experience in featuring writing, PR and interactive copywriting.
Which is why I was thrilled to be asked my opinion for this year’s Web Marketing Association WebAwards. I gave a critical eye and honest opinion of more than two dozen interactive sites.
Some were for well-known brands. Some were not. But throughout the judging process I saw the good, the bad and the ugly.
So where did the bad and the ugly go wrong? Many in design and navigation, but most with content.
Although I’ve blogged about content mistakes before, let’s look at the top three things that make web content suck – and how to avoid them.
Mistake #1 – Not Being Conversational
Although brochureware sites are oh-so-1997, some companies still employ the technique. Or, worse, they write as though they are some kind of 1970s esoteric marketer:
“Welcome to our virtual oasis on the worldwide web, where you are free to browse at your leisure from the comfort of your home or office.”
Who talks like that? Nobody.
The whole idea behind “conversational” is that it’s an informal exchange of dialogue. You say something. They say something. See how it works?
Of course, your site visitor won’t talk back (well, they may on Twitter or Facebook) but you can act as if you’re having a real conversation. You can approach your content as though you’re talking to real people about things that matter to them.
Mistake #2 – Being Too Wordy
This isn’t a long vs. short copy question. No, too wordy, simply means using more words than you have to in order to say something.
My husband is famous for being, um, shall we say a bit windy? He’ll say something. Then say it again. And again. And yet again.
Unfortunately, the punch of what he originally said (which is usually quite smart) gets lost in the retelling.
Say what needs to be said. Then stop. This goes for the home page as well as the FAQs.
Mistake #3 – Not Being Relevant
I already wrote a six-part series on relevant content, so let me remind you that great web content (i.e., non-sucky web content) has to mean something to the reader.
Web content should answer all the questions a site visitor could have – and then some. I call these the unarticulated needs.
Lose the fluff and tell the reader what they want to know.
How does your copy fare? For more tips on getting great copy, take my quiz, the Get Great Copy Reality Check.
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“Fantabulous” advice about made-up words
content, effective communication, web copy, writing August 10th, 2009
From pseudodictionary to unword, the web is replete with sites dedicated to made-up words. TV personalities and sitcoms are famous for them, too. (Think Rachael Ray’s “fantabulous” and Archie Bunker’s “groinocologist.”) Made-up words have no doubt helped define pop culture for the better part of the last few decades.
Using made-up words is especially fun among family and friends. Our favorite is “musharoni pizza,” short for half mushroom, half pepperoni. It came about purely by accident, but it stuck and is now a standard at our house most Friday nights.
But take heed: made-up words have little to no place in your web copy. Words like “customerization,” and “dimensionalize” are not so much clever as cute and do little in the way of optimizing search or helping customers understand who you are and what you have to offer.
And, while you’re at it, be wary of overused words such as “solutions” and “optimized.” Best way to do that is to speak to the benefit of the customer … not to yourself or your company.
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How to make your everyday email more effective
content, effective communication, resource, web copy, writing July 27th, 2009
Email is about much more than open and click-through rates; it’s the way we do business.
My guest blogger, Mike McKay, first described these strategies and examples for communicating clearly and effectively through email two years ago today. His well-appointed advice still applies to everyone who sends even one email a year. Read on for some great advice from this accomplished tech writer.
BACKGROUND:
Email is one of the most common forms of communication today, but is often ineffectual because of poor structure. It doesn’t matter if all of the information the audience needs is in there if it isn’t presented well. Some people get hundreds of emails every day, and need to be able to read, understand and get the information they require in a matter of seconds.
EXAMPLE 1:
Look at the poorly “designed” fictional email below. Hidden in the middle of the paragraph is “important information you need to know.” Sometimes the vital information is in the third or fourth paragraph of large, uninterrupted blocks of text.
Dear Reader,
Road construction near our East New York office location will continue through September or October, depending on the weather conditions. Fifth Street is closed between Central and Overview. North Blvd will be restricted to one lane of travel in each direction for road resurfacing. The South parking lot will be closed until the Fifth street construction is completed. Employees should consider using the West New York office for meetings, due to the increased traffic near the East office location. Please observe the new traffic patterns and signs, and drive carefully in the construction areas. Adjust your schedules to accommodate the expected increased commute time.
Warmest Regards,
Someone Who Should Know Better
HOW TO FIX IT:
Use the strategies below to improve your email communication skills.
Grouping – Put similar types of information together in a paragraph. Types of information could include: Background, Introduction, Action Required, New Policy, How To, What To, Where To, Who To and Important Information About.
Portion – Put information into small, manageable paragraphs. Large blocks of unbroken text turn off readers. Subdivide any large group of information. For example, the block of “How To” information in this section has been subdivided into four sub-groups; Grouping, Portion, Priority and Labels.
Priority – Put the important information up front. Highlight it, capitalize it, underline it, italicize it or make it bold if it can’t be in the first sentence. State the essence of the email right in the subject line. For example, “Subject: Important Notice – Meeting Location Changed.”
Labels – Label your paragraphs when communicating to a group with differing informational needs. For example, your audience in California may not need to know about road closures affecting the New York location. Labels offer readers cafeteria-style access to information. Labels are optional, depending on your audience. As always, consider your audience when communicating through email.
EXAMPLE 2:
Here’s the email from the first example, reworked using the strategies described above.
Subject: Important Notice – Parking and Meeting Changes for New York Offices
PURPOSE: This email describes the temporary changes to parking and meetings at the New York offices due to road construction.
CHANGES TO NY MEETINGS: Use the West NY office location for all meetings until further notice.
EAST NY OFFICE PARKING: Personnel at the East NY office must use the North parking lot until further notice. The South parking lot is closed until road construction on Fifth Street is complete.
WHAT TO EXPECT: Commute times will be longer. New traffic patterns and signs will be in place. Adjust your schedule accordingly, and drive carefully.
DURATION OF THESE CHANGES: Road construction affecting the East NY office is expected to be complete in September or October, depending on weather conditions.
ROAD CONSTRUCTION DETAILS: Fifth Street is closed between Central and Overview. North Blvd will be restricted to one lane of travel in each direction for road resurfacing.
Warmest Regards,
Effective Emailer
WANT TO LEARN MORE? Take a technical writing course. Look for offerings from your local college or take a web-based class. The Information Mapping folks have an online course specifically designed for email communications.
Mike McKay is an engineer, tech writer and instructor for a telecom gear maker. Send Mike an (effective, well designed) email at: cliomichmike@gmail.com.