Spotted Wombat

What is awful copy? Here's an example: 

A bus-driver in Derbyshire translated the company rulebook into readable text. Where the rules stated "Ensure the potential impact of non-routine factors and problems and other services are assessed and details notified promptly to an appropriate person," he wrote "Inform the depot if you are stuck in traffic or involved in an accident."

What about using the terms "target user-centric e-commerce" or even worse, "deploy interactive niches?"

Too many messages

Our daily lives are complicated - some research shows that consumers are exposed to over 30,000 advertising messages per day. If that's the case, why on earth would we want to wade through paragraphs of jargon?

The bottom line is to get your message across in simple, clear and memorable language. In other words, utilise use, don't use utilise!

Wordy thought for today:

A tightrope walker is called a funambulist.

No, newsletters are not outdated. I know that e-newsletters arriving daily in your mailbox is no fun. Especially when you have not joined a particular mailing list.

E-newsletters are still good for keeping your clients informed about your industry, as well as giving them a nudge or a reminder about your services.

However, today's newsletters serve an additional function.

Let me run this by you. An e-newsletter that is available on your site, with an opt-in option, increases your search engine listings.

Newsletters are one more way of providing fresh content for your website. If your newsletter is uploaded to your website, search engines view them as updated content. As an example, assume you're a printer. I need brochures printed. I've searched for "printing brochures Brisbane" and Google finds your newsletter article "Things to check before printing your brochure."

I'll follow the link, because this is something I should read before approaching a printer. The article is informative and helps me; it also encourages me to read your newsletter. I discover that you (the printer) print brochures and that you are offering a discount to new clients. Your contact information is on your newsletter and I see that you are in my area. It's highly likely that I will contact you.

Informative, relevant content uploaded to your site using e-newsletters increases your chance of exposure on search engine listings. With over 31 billion Google searches each month, businesses need all the help they can get.

Wordy thought for today:

The phrase "sleep tight" originated when mattresses were set upon ropes woven through the bed frame. To remedy sagging ropes, one would use a bed key to tighten the rope.

We can write web content by following the simple rules that buskers use to engage their crowds.

I've just read the inspiring book "Top Performer" by Stephen C. Lundin and Carr Hagerman.

Jim, a bored and exhausted salesperson with impressive results, discovers that the way to maintain sales and generate new business without the slog can be learned from consulting a busker.

Busker "Rat Catcher" shows Jim how to engage his audience, involving them and using the natural energy that appears during his live shows.

Jim realises that he preaches to his clients, by providing slick, perfect presentations. He seldom allows them to participate in his sales pitch.

Once Jim simplifies and changes his way of "pitching", he finds that he enjoys his work once again - and his sales improve.

If we want to write web content that sells, we need to make it simple. It must be short and snappy, encouraging activity. Our content should engage the reader. Readers of internet copy are active - they need to be active within your site and not actively clicking the back button.

This book is a great example of bringing things back to basics.

Wordy thought for today:

The act of snapping your fingers is called "fillip."