Many of us have writing projects we’re struggling to find time for, whether it’s a blog or the Great American Novel.
Unfortunately, a lot of us have bought into the myth of writing as this almost-mystical experience that demands huge swaths of uninterrupted time, during which we call forth our muse for divine inspiration.
Too bad it doesn’t work that way.
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Professionals of all backgrounds need to unlock the doors of creativity at one time or another. Copywriters, marketers, executives, anyone who needs to find new solutions to intractable problems. Sometimes those solutions do not come. The brain feels blocked. How do you free your imagination?
Writers, for instance, are in the business of capturing emotions. Copywriters capture those emotions and invite their audiences to act on those emotions. Any time you want to create the impulse in your readers to do something–e.g., click-through, call, make a purchase–you need to put them into a peak emotional state. You need to make them feel. To do that, the writer must be able to capture and lead the readers’ imagination, and thus, their emotions.
Can you do that without feeling those emotions yourself? Most great writers will say, “No.” To lead someone there, you have to go there first.
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Many people speculate that writing is getting worse. Employers lament the ubiquity of text-speak and inappropriate informality in professional communication from new college graduates. Grammarians gnash their teeth at the downturn in writing quality across the board. But is it true? While it is true that technology is changing how human beings interact, the effect on the English language is being played out even now. Language, as well as our use of it, evolves continuously, and the only time a language ever stops evolving is when it dies (e.g., Latin).
Linguistic studies at various years in the 20th century and today reveal some surprising facts about the way college students have used English in previous decades. We can extrapolate about the quality of writing of recent college graduates based on the quality of their college-level writing. As college graduates enter the work force, their employers will quickly discover the level of their abilities.
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Do you remember “The Gong Show”?
Brave contestants would go on stage and display their talents (or lack thereof) in front of three judges. If the contestants made a mistake, or just didn’t impress… GONG. Game over.
The world of online business has a gong equivalent. It’s called your bounce rate, and it tracks how often prospects click away without bothering to learn more.
When prospects click away, it means your time is up. It means you won’t get any more chances to win them over with your products or services.
Keep these tips in mind to avoid gong-worthy online writing mistakes, and keep your prospects on your site:
A white paper is an effective marketing tool most often used for B2B communication, especially in the IT industry, although their use has spread to nearly all business sectors. How effective are they? According to TechTarget 2009 Media Consumption Report, 90% of survey respondents stated that white papers were effective tools in buyers’ decision-making processes.
A white paper provides detailed analysis of a complex topic, such as a new technology or process, market trends, industry news, regional information, anything that requires space shorter than a book but longer than a letter, typically 5-15 pages.
Businesses use white papers when they want to:
In this post, I’ll take a closer look at SEO and the process of optimizing websites for better placement within organic search results to improve website traffic.
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