The Skinny on… Writing Good Content That Persuades

Copywriting imageYour content and copy should emphasize customer benefits. Why your products or service is good for your customer, rather than why they are wonderful.

People don’t want self-serving fluff; they want solid information. The more specific that information is, the better. In today’s age of social media and easy mobile access to information, this is more important than ever to get found and stand out.

Don’t just claim that your product or service is better. Back up that claim with verifiable data, such as a broader selection, better warranty terms, lower cost, superior quality or greater convenience. When describing these features, always state them in terms of the benefits that they offer your customer.

That is what sells. Remember people aren’t naturally interested in what you have to offer. It’s your job to make it as easy as possible for customers to see the benefit of doing business with you.

You need to know precisely what your customers want. Often the difference between action and inaction is a matter of using the right detailed information.

The Skinny on… Good Content (Copy) is Still King

It’s about branding, story development, writing and much more. You need to stand out from all the noise, especially online and now that everything is mobile.

Content, content, content. Good, creative content. This has always been the basis for good public relations and advertising, but now it’s more critical than ever.

Blogging and social media have opened up an opportunity to have direct and meaningful conversations with your target audiences. To do this, you must begin with great content.

Your writing must be of high quality and provide valuable information. Well-written content means getting highly qualified leads for your business. The challenge for you is to make your company the go-to resource in your niche by showcasing your expertise in your industry.

You can make your content pay off for you if you tailor your messages directly to your customers’ current needs. This will help create trust between your company and its stakeholders, giving them information needed to make low-risk decisions.

Good content will help build the recognition and reputation of your company, and it’s great for your SEO.

How to ensure / insure / assure you chose / choose the right word!

Some words are easy to confuse. At some point, you may find yourself wondering if you are choosing the correct word in your writing or correspondence. Making the wrong word choice can totally change the meaning of a sentence and confuse your audience.

Although many examples exist, I’ve put together a list of words that are easily and oftentimes used incorrectly; along with some tips on their usage that I hope you will find useful.

a lot, (alot – incorrect)
The phrase a lot always consists of two words (meaning a considerable quantity). Do not spell this phase as one word (alot).

affect, effect
Affect is always a verb meaning “to influence.” Effect can be a verb meaning “to make happen,” but it is most often a noun. The noun effect means “the result.”

beside, besides
I sat beside (next to) the stream.
Besides (in addition), we need your support.

can, may
Can means “able to” while may means “permitted to.”

capital, capitol
Capital can be either a noun or an adjective. The noun capital refers to a city or to money. The adjective capital means “major or important.” Capitol is used only when talking about a building.

chose, choose
Chose (choz) is the past tense of the verb choose (chooz).
Example: “I chose the red one. Now it is your turn to choose.”

complement, compliment
Complement means to “complete or go with.” Compliment is an expression of admiration or praise.

ensure, insure, assure
Ensure means “to make certain.” Insure means “to protect against loss.” Assure means “to give someone confidence.”

it’s, its
It’s is the contraction of it is. Its is the possessive form of it, and has no apostrophe.
TIP: If you can replace it is in a sentence, you know the correct use is it’s.

palette, pallet
A palette is a particular range, quality, or use of color.
A pallet is a portable platform for storing materials as in a warehouse.

stationary, stationery
Stationary means “not movable.” Stationery is the paper and envelopes used to write letters.

to, too
To means “in the direction of.” Too means “also” as well as “excessively.”

toward, towards
Toward is more common, but both forms are correct.

used to (use to – incorrect)
Be sure to spell used with a “d.”
Example: We used to use that program. (Not: We use to use . . .)

who, whom
Who is used as a subject in a sentence; whom is used as the object.
Use who whenever he, she, they, I, or we could be substituted in the who clause. Example: Who booked the conference? (He booked the conference.)
Use whom whenever him, her, them, me, or us could be substituted as the object of the verb. Example: Whom did you see today? (You did see her today.)

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Better yet, make your own list of words that you find confusing; look up their usage and spelling, and keep your notes handy for reference. Soon you will remember the correct usage and improve your writing skills!