Next chapter

content, effective communication, marketing, presentations, writing

The year was 1989. I was a newlywed armed with a degree from Otterbein in Speech Communications when I started working at Ohio Magazine. My first day on the job they gave me a stack of magazines and said, “Here. Read these.”

Read these? Read all day long and you’ll pay me???

I thought I’d won the lottery.

But read I did. I studied the written word, the turn of a phrase, the crafting of a story.

But because I’m, um, gregarious and outspoken, and because my boss was sharp enough to put people where they would thrive, he dubbed me Ohio Magazine’s first-ever promotions manager.

I traveled the Buckeye State, rallying small towns from here to there in celebration of various cover stories. And although I become the defacto spokesperson, I still yearned to stretch my editorial wings.

(Somewhere there’s video of a thinner, younger me dressed head-to-toe in cream-colored business attire in front of an outhouse. Oh, how, OMag loved the unusual angle.)

I adored my job as promotions manager — until they published my first article.

I simply could not contain my joy at my very first byline and promptly quit to pursue a freelancing career.

In the 17 years since, I’ve been fortunate enough to combine both loves — writing and communications — to a highly rewarding career.

I’m one of the few writers I know who has deep experience in interactive and print communications, as well as in marketing communications and feature writing.

In my consultancy, I bring everything I’ve learned in 20+ years of writing, speaking and communications to clients who want to create and deliver an impactful message. My sweet spot is cutting through the clutter and helping people find their true voice and message.

Of course, I continually look for new ways to service my clients, so last December when friend, mentor and genius collaborator Ruth Milligan approached me to explore her re-ignited passion for helping people with their presentation style and substance, I was in, hook, line and sinker.

Together, we could take all that we knew and learned through decades-long careers in the field and deliver something useful and radical.

Together, we could serve an under-served contingency, elevating people’s ability to communicate beyond what they think they’re capable of.

Together, we could help people find their voice and deliver their worthwhile and worthy ideas in ways that are meaningful and memorable.

And with that, we’re beyond thrilled to announce the launch of ar.tic.u.la.tion. (Read Ruth’s post for her story.)

I won’t be giving up my copywriting, content and communications practice; rather, I’ll be extending my offerings through ar.tic.u.la.tion.

The creative, strategic and collaborative work I do will continue. I’m simply expanding it to include public speakers and presenters and tapping a bit more into the coach I’ve been all along.

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Stop sleepwalking through your copywriting

content, effective communication, marketing, web copy

While doing some research for an upcoming content project, I did a little poking around the About Us sections of some Fortune 100 companies.

Would you be surprised to learn that some of the biggest companies in the world use nondescript and innocuous language to describe themselves? I wouldn’t. It’s a comfortable place for many companies (and their copywriters) to be.

Phrases like “serving you in over 100 countries around the world,” “making great products for generations,” “dedicated to supporting,” and “our commitment to providing” say nothing of worth to your target audience. Worse, that kind of language does zip, zilch, nada to differentiate you from your competitors. Besides, who even talks like that in the real world?

Seth Godin says in marketing, if something makes you nervous, it’s probably a good idea. I say in copywriting, if you could write your Company Overview or About Us page in your sleep, rest assured that your audience will snooze, too, when they read it. If they read it.

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Your web site content sucks. Here are 3 reasons why.

content, web copy, writing

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

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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