Author Archives: concentreblog

THE COMMA – Such a Little Mark, So Much Confusion

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GrandmaTshirtDid you know that no other form of punctuation is more important to understand than the comma?

Recently I saw this printed on a t-shirt, and it’s a great example of how a comma can change the meaning of a sentence (and maybe give you a chuckle besides).

The comma tells the reader to pause. In this case, grandma is being directly addressed in the sentence. Commas separate a noun of direct address from the rest of the sentence.

The comma has two primary functions: it sets off nonessential expressions that interrupt the flow of thought from subject to verb, and it separates elements within a sentence to clarify their relationship to one another.

Although there are many grammar rules for commas, here are four general ways to use commas:

1) Between Items in a Series – When listing three or more items in a sentence, place a comma between each item of the list. You have the option to choose whether to include the final comma. If your list is complex, omitting the comma may confuse the reader about where the second-to-last item leaves off and the last begins. In that case, include the comma in order to avoid confusion.

2) Between Two Sentences – When you put two sentences together with a conjunction (such as and, but, or, or nor), you must also include a comma. It must be a complete sentence on both sides of the conjunction.

Example: I heard that the price of gasoline would increase, but I did not realize that the price would skyrocket.

Note: Do not add a comma if you are putting two phrases together separated by a conjunction.

Example: I heard that the price of gasoline would increase but didn’t realize it would skyrocket.

3) To Attach Words to the Front or Back of Your Sentence – Most of the sentences that we compose consist of a short core sentence with details added to the core sentence. When you add information to the front or back of your sentence, you will want to alert the reader by adding a comma in order to help your reader understand your message.

Example: Certainly, John will be at the meeting.

Example: Although he missed the last meeting, John’s attendance record has been perfect.

4) To Set Off Interruptions or a Nonessential Component – Commas are used to set off a word, phrase, or clause that interrupts the main thought of a sentence. In order to tell whether you need commas, you must decide whether the added words are essential to the meaning of the sentence or whether they simply provide extra detail to the sentence.

In order to tell a reader that a group of words is a nonessential component, you place commas in front and in back of the group of words. Test by deciding if omitting the group of words changes the meaning of the sentence.

Example: Mr. Smith, who is the company president, will attend the meeting.

In this example, the information about Smith being the company president has no bearing on the main idea of the sentence: that he will be at the meeting. Since that information is extra, let the reader know by placing commas on either side of that phrase.

An essential clause is a dependent clause that cannot be omitted without changing the meaning of the main clause. Essential clauses are not set off by commas.

Example: Applicants who speak Spanish will be considered for the job.

This sentence contains information that is essential to the meaning of the sentence: “who speak Spanish.” If commas were placed around those words, the main idea is simply “applicants will be considered for the job.”

Although there are more rules about commas, I hope these few basics will help add some clarity for your writing purposes.

The Skinny on…Talking with a Reporter

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MicrophoneQuestionsLargeIf you are proactive with media relations or public relations, you will be talking with a reporter. And, sometimes, even if you aren’t, you will be getting a call, especially if a crisis or issue arises about your company or industry.

The key to talking with a reporter is to always give accurate responses.

You have to –
Be knowledgeable about the issue.
Don’t mistake the reporter for the audience. The reporter is the conduit to your audience.
Support your statements with facts, statistics, comparisons or personal experiences.
Listen carefully to the question. Always answer questions honestly.

If you –
Don’t want a statement quoted, don’t make it. There’s no such thing as “off the record.”
Are asked a question that contains negative language; don’t repeat it in your answer.
Don’t know an answer, say so. Don’t speculate.
Can’t answer a question, never say “no comment.” Always give a valid reason for not answering.
Don’t answer “what if” questions. Say that you don’t speculate and bridge to the real issues.
And remember – A direct question deserves a direct answer.

Email Marketing – Easy To Do And On Your Budget

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Are you using email marketing? You should be! It’s an effective business tool to incorporate in your customer-relationship strategy for communicating and interacting with customers. You must maintain a dialogue with your customers to improve their experience with your company and to keep them loyal to your brand, products and services.

Email is far less expensive on a cost-per-contact basis than other advertising options, such as banner ads, print advertising and telemarketing. It’s fast, inexpensive and easy to use as a marketing strategy. It’ll keep customers engaged, even when they’re not buying.

Reviewing emails is part of your customers’ daily routine and allows them to immediately act on your delivered messages. With many of your customers now using smartphones and tablets, they get your message when and where they want it. One of the greatest benefits of email marketing is that your message is delivered very quickly. Reader response times are generally within 48 hours.

Email marketing builds brand awareness. Keeping visible to your customers continues to build relationships and interaction with your customers. This assures that when they are ready to buy, they will think of your company.

It’s important to remember that a successful email campaign requires that you create a message that is compelling to those who receive it. Create the desire to have them open your email with a strong, informative and want-to-know-more subject line. Show your customers that you care about them. You need to craft clear messages to customers, based on criteria around their needs. If you do, you’ll see real, measurable results – right away – in building customer relationships, without investing a lot of your time and money.

For your existing customers, send them service reminders, special offers, updates about new products or services and expert information on topics of interest. It’s a great way to stay in front of current customers and reconnect with your customers that haven’t purchased from you in a while. For your prospective customers, let them know who you are, what your business is all about, what you stand for, what you offer, how you work and the products or services you offer.

With email marketing, you can create marketing campaigns consisting of a series of emails to reinforce your message. It costs little to maintain your email-marketing program. Email creates an interactive connection and helps to nurture customer relations.

You’ll be able to track your click-to-open rates, and send automated messages to new subscribers. Your email campaign’s effectiveness can be easily measured when you use a good email template system and software. By being able to quantify the success while in progress, you can adjust your strategies to improve results. It can also drive traffic to your website. Using links embedded in your messages, customers can quickly be directed to your website.

If managed properly, email marketing is very effective. First, you have to build a contact list of people who want to hear from you – called permission marketing. This will ensure that you are not spamming anyone. If you get your customers’ permission, your marketing efforts are better targeted and help ensure that your emails get through to those on your list.

A well-planned, email-marketing campaign is a win-win marketing strategy. What more could you want? Once it’s set up, it’s easy to do and on your budget!