One of our local employers was on the front page of the Monadnock Ledger last week regarding a $400,000 settlement with OSHA for worker safety violations. Ouch! They not only have to pay the fines, but they also must take corrective actions & improve the safety of their workplaces for all of their employees. They have agreed to get a full time safety &...
Falling in Love Again
Submitted by TWP on Mon 8/2/10 7:39 am
You've written the first draft of your website, brochure, blog post or newsletter. It's absolutely perfect. You wouldn't change a word. You've fallen in love.
Professional copywriters know that their job doesn't end until a document is reviewed and revised. But if you're serving as your own writer, reviewer and reviser, how do you become objective about the content?
First, lock the marketing copy away for at least 24 hours (and longer if possible). Don't think about it, don't look at it. When you finally re-read it, you'll be amazed at the problems you find.
Second, think like a customer. Make sure your most important marketing message appears in the first line or first paragraph. Then if customers give up early on your document, you've still delivered your message.
Third, don't depend on an online spell checker or grammar checker. Print every page (this goes for website copy, too) and proof it carefully. Watch out for headlines. Every professional writer knows that if a mistake slips past, it's always the one in bold underlined italic 20 point type on the first page.
Fourth, find a reviewer--but only one. When your reviewer suggests changes, don't argue. Listen. Later, in privacy, you can decide whether or not to accept the suggestions.
Surrendar your love affair with your own words. By and by, your writing will find love on its own, from customers who understand and like what you say.
Sharon Bailly, owner of TWP Marketing & Technical Communications (www.twriteplus.com) writes articles, brochures, newsletters, success stories, user manuals, and web site content for businesses just like yours.