Word Constructions

Refer to older posts…

Define ‘you’ for clarity

Published 17 January, 2012 | By TashWord

A clear message will get the best results.

An unclear message will literally cloud the waters, giving you confused, low quality or reduced quantity in results. For example, an unclear question will get meaningless answers and unclear shopping cart instructions will get fewer sales.

The word ‘you’ can be used to add clarity or obscure it.

When writing ‘you’, is it specific to the reader, a general term or someone associated with the reader? That needs to be clear, without thought, for the word to work as part of your message.

I just did a quick survey which was aimed at parents and asked “How often do you make school lunches at home?” then “How often do your children get canteen lunches?”

In my case, both answers were ‘never’ which may give the impression my kids starve! The reality is that I do not make their school lunches – they make their own.

Was the question specifically after how many lunches parents make or how many lunches are made at home? If the question was about home-made vs canteen, it was worded poorly and would have been better as “How often do your children take a home-made lunch to school?”

Have you seen other examples where ‘you’ is potentially misleading or confusing the message?

Posted in writing | Tagged clarity, message, result, you | Leave a comment

Making topics seasonal

Published 12 January, 2012 | By TashWord

My January enewsletter resulted in the question of how to make your blog or newsletter topic seasonal occasionally to generate timely interest and show an external connection.

Don’t assume you can only use major events (like Christmas, the end of financial year and Mothers Day) for a seasonal flavour to your blog and newsletter. Find seasonal things throughout the year that are relevant for your clients – especially things around times when your marketing may need an extra boost.

Here is a list of seasonal examples I’ve though of to get your creativity flowing…

at the start of summer, a hairdresser writing a hair care blog can discuss protecting hair from chlorine and salt
many businesses can find a new year’s link – make a resolution to get fit, sort out your accounts, update your will, care for your heath (quit smoking, visit a dentist, get your eyes tested, etc), buy new tyres or learn something new are just a few possibilities. Write about what is possible and give tips on how to achieve it
a car detailer could write a newsletter article on how to make a car nice before taking out someone special on Valentines Day
anyone in security (including computer security) can give blog tips on protecting empty homes and offices leading up to major holidays (Christmas, Australia Day and Easter for instance) when people won’t be at home
any business can support an awareness or fundraising event so write about your efforts even if not directly related to your goods or services – e.g. give a discount to all new parents during world breastfeeding week, offer a part of profits to the cancer council in Movember. Use the newsletter article or blog post to explain why the cause matters. The event or cause may not be related to your industry but make sure it does align with your brand and company beliefs.
write blog posts and newsletter pieces about clients or suppliers who do community work around a specific event (such as a client who shaves for ‘shave for a cure’ or a cafe who hosts a ‘biggest morning tea’)
in September or October, a VA could write about spring cleaning a filing system and a ducting specialist can write about the importance of cleaning heating ducts
a nutritionist could explain the benefits of hen eggs over chocolate eggs around Easter time
a physio interested in RSI topics will find plenty of examples during January with the Hopman Cup, Brisbane International and Australian Open underway
a town planner has the Tour Down Under and Tour de France to inspire blog posts about including bike paths in developments
Clean up Australia Day is a great time to post about reducing clutter (any organisers or storage solution people?) and cleaning (cleaners, cleaning product sellers and chimney sweeps)
a conservationist can give non-paper wrapping tips in December and environmentally friendly cleaning ideas for Clean up Australia Day or spring cleaning – in an electronic (not paper) newsletter of course!

What creative seasonal ties have you used in your blog posts and newsletter articles?

Posted in blogging, newsletter content | Tagged article, blog, creative, seasonal, topic | Leave a comment

How a business can volunteer

Published 10 January, 2012 | By TashWord

Corporate volunteering obviously helps the community as well as being positive for the supporting business.

Don’t think that the only way to support local community is to give money donations, though. Even businesses on their own tight budget can help local groups, and all businesses can find a means of giving that suits their specific structure and products/services.

Here are a few suggestions – what else can you add to this list?

do some pro bono work – a web designer could create or update their website, a plumber can put new washers in all their taps, food places could offer goods at cost (i.e. do the cooking for free) and an IT company could do a security check of their computers. I know I have written and edited various documents for community groups at minimal or no charge
offer good or services at discounted rates for events or specified periods – e.g. a bakery could offer bread at cost for their fundraising events and a mechanic could offer an annual car service
offer discounts to volunteers or members of the group – for example, a hairdresser may offer 20% off for people referred form a women’s shelter or soup kitchen volunteers get a free physiotherapy check up
make employees available to volunteer at a community group. This could be everyone is off volunteering together once a year or a roster of people helping once a month or fortnight. Think about what works for your business and for the group you’re helping (not all places have space for an extra 10 people at one time for example).
whenever you are upgrading (computer, phone, printer, etc) consider if it has enough value to pass onto a community group
offer to print their newsletter to save their costs – collating, folding and so no are also possible tasks you can offer
promote the group – put a banner on your website, link to their site, mention them in your newsletters, add their logo/details on the back of your business cards, add a donation box to your shop (or button on your website) and so on.
add a collection box in your office/shop
have a stall at their fete or other events – your fee and attendance will help more than it may appear
invite them to speak or have an information booth at your big events

What other ways have you seen businesses support their local community?

Posted in business info & tools | Tagged community, donate, examples, pro bono, promote, volunteering | Leave a comment

Resolve your new resolution

Published 9 January, 2012 | By TashWord

It’s early January and new years resolutions are still being discussed and worked on so today’s definitions are inspired by the word resolution…

resolve: [verb] decide upon (alone or as a vote), solve, analyse
After hearing all the evidence, the judge will resolve the custody question.
[as a noun, it means being steadfast, sticking to a course or showing mental resolution and strength]

resolute: [adjective] being determined, consistent, staying on track, focussed, purposeful
Hamish was resolute throughout the year and became due of his school.

resolution: [noun] something resolved or decided on, a formal decision or opinion from a meeting, solution to a question
The committee passed the resolution after only fifteen minutes.
[as a verb, it means resolving, deciding, analysing or solving]

So you need to be resolute to resolve an issue and make a resolution. (Don’t say that too many times in a row!)

Posted in Monday Meanings | Tagged definition, meaning, resolute, resolution, resolve | 1 Comment

Costs of a newsletter

Published 5 January, 2012 | By TashWord

For many businesses, sending out a regular newsletter is an effective marketing strategy. So I sometimes get asked how much it costs to produce a newsletter.

There is no clear answer to that, but here are some of the factors that will impact on the expenses for a newsletter.

how long is it? A longer newsletter takes more time and effort to layout plus requires more content so will cost more than a shorter newsletter. However, the cost of 4 pages vs 2 (for example) may be worth it if it means giving good information and/or being able to produce the newsletter less often
are you doing a print version? If so, you need to allow for paper/ink/power costs to do it yourself or a printer’s bill to have it professionally done
how are you distributing it? Allow $1 for stamps and envelopes if mailing it, plus time to put into envelopes; emailing it will generally be much less than that but outsourcing the sending or using specialised software will still cost money. Having a pile available in store or on your website is cheaper but doesn’t have the same impact and results as getting it to people
do you have a template? Your newsletter will work much better if it looks professional so get a designer to make a nice template that works with your brand. I would suggest getting both print and html versions designed, even if you only expect to use one, so you have both options available with a matching look – it’s cheaper to get two designs at once than as two separate projects
what sort of content will you use? Full articles, article excerpts with the full article online or just snippets of news? Making articles to suit can be time consuming, and specific word counts can make even shorter pieces take longer to write and edit.
who will write your newsletter? Will it all be done in-house to suit, collected from outside sources (e.g. members or clients’ submissions, free or paid articles), outsourced to a professional writer, or some combination? Although paid content and editing may have a higher up front cost it will require less of your time.
TIP: If outsourcing the content (in part or all of it) you can reduce costs by providing the topics and key points to be covered so the writer can concentrate on writing rather than thinking and research time.
who will layout the newsletter each time? An expert will place content into your template much quicker than most people – again, there is a cost in time or money. However, the best results often require additional content editing during layout (such as adjusting words to avoid orphans and strange page breaks) so it’s good if your writer and designer (whether in-house or outsource) can work together on the newsletter
although a relatively small cost, uploading your newsletter to your website, and adjusting any supporting text to suit, also needs to be included – especially if someone else manages your site updates

No matter how the newsletter is produced and distributed, you also need to allow time to read the final version before it gets produced. Not only is this a safety measure against typos and layout errors, you can also check that everything is consistent with your brand and objectives. If you produce the newsletter yourself, ideally someone else should do a final review of it for you.

Have you priced your business newsletter? A full costing is important for an accurate analysis of costs versus returns, and many people forget about including their time as a cost.

Posted in business info & tools, newsletter content | Tagged content, costs, html, newsletter, print, writer | Leave a comment

Building a happy new year

Published 1 January, 2012 | By TashWord

As it is the first of January, Happy New Year! I hope your year is better than you expect and dream of, and that it is successful in many ways.

As well as wishing you well for the year ahead, I want to share some ideas for starting 2012 in a way that will establish a great business year. No matter what has come before, you can set some good foundations for your business (and life!) now and make your life a bit easier.

1. simplify and streamline

What can you get rid of – maybe there are time wasters you can stop or activities that would be better outsourced, or perhaps you offer a product or service that costs more than it brings in.
What can you simplify? A complex pricing structure may be unnecessary or perhaps there is no real need for some steps in your packing or ordering process.
Now is a great time to review last year and think about simplifying and streamlining your business

2. standardise and record

Having procedures in place saves you money and time, allows you to get more help and writing them often shows up improvements to your method. Consistency is important for many aspects of business, and procedures are the easiest way to ensure things are done consistently (as long as your team uses them anyway!)
Taking time to also standardise document codes and updating, repeated communications (think of those emails and letters you write over and over) and having clear terms and conditions will also save you time throughout the year, and probably give you a better result as well.

3. review your prices

The financial success of your business obviously closely relates to how much profit you make from each sale so pricing is a critical balance between being acceptable to clients and generating enough profit.
When reviewing your prices, take into account new or increased costs (including flood levy, higher Victorian electricity rates and potential carbon tax impacts), competitor prices (don’t just copy them but take note of what others are doing), changes you have made (e.g. if you give greater value or have reduced costs maybe your prices need to reflect that), use of newer technology (including social media expectations and possibly updating your website for mobile access) and reasonable profit margins.
A price review can take time and it may be better introduced later (such as after the carbon tax comes into effect) but a new year is often a good time to assess things and make the necessary decisions.

4. simplify non-essentials, too

Remember to look at the support activities around your business as part of your streamlining. These tasks don’t directly bring in any income so reducing the time you spend on them gives you more time to generate income, and if you outsource them they will usually be cheaper services than things like design or IT work.
Hire a cleaner once a fortnight, get a junior in once a month for filing, get bulk stationery delivered, pay someone to run errands (deposit cheques, grab stationery, buy stamps, stock up supplies, etc) once a month, and so on.

Of course, if this time of year is quiet for your business, now is also a good time to think, get creative and plan for the next 12 months. Taking a week or two now to make adjustments and plan ahead is a good investment – don’t feel you have to be outwardly productive to be a good business week.

Enjoy looking at your business in a new way, have a fantastic 2012 and use your words wisely!

Posted in bit off track, business info & tools | Tagged business, foundation, new year, simplify | 2 Comments

Business volunteering

Published 29 December, 2011 | By TashWord

Ever thought about why a business should give to their local community?

There are many ways to give, and it can be a regular thing or just when it suits, but volunteering in some way can help your business:

your business gets increased exposure just through your presence or by acknowledgments in their brochures, website, noticeboard or similar. And it may well cost less than similar exposure through an ad or other marketing campaign
your business earns respect, trust and goodwill from the people involved in that community – and people are likely to try your business first if they appreciate your efforts in something they are passionate about
you get to learn more about your local community, and potential customers, so you can adjust your products, services and marketing to suit
if you allow employees to volunteer in your time, you will also build morale and team spirit – this helps your business in many ways, including attracting and maintaining quality staff
allowing employees to volunteer will teach them more skills that can further help them perform for your business. In particular, staff helping a charity will need to be resourceful when working with tight budgets and limited resources – and being resourceful and using initiative can be great for any business
you can mention your community work, too. If you do pro bona work within your community, it will also give you valuable case studies and testimonials to showcase your abilities – this can be really useful for a new business or a business offering a new service.

Has your business ever been involved in comment projects, either through employee time or other donations? Or maybe your community has been helped by a business in the past?

What advantages have you seen come from businesses contributing to the local community?

Posted in business info & tools | Tagged benefits, business, community, volunteering | 1 Comment

Learning social media rules

Published 22 December, 2011 | By TashWord

I have been using a lot more social media (specifically twitter) recently as part of my Love Santa project. It because abundantly clear that some people have no idea (or don’t care) about how to effectively use Twitter.

Top most is having an understanding that twitter is for communicating and building relationships – not for blatant ads like old-fashioned media (e.g. a newspaper ad was a one way message). I saw a few businesses tweet their ad at least every couple of hours with no other messages in between. For one business, they had 3 variants of it and ran them in succession once every hour or so during their business hours. I wasn’t their audience anyway but seeing it so often bored and annoyed me, and gave me an uncomfortable feeling about them as a business.

Next is to have one honest profile. It because obvious when 3 supposedly different twitter users repeatedly sent the same tweet straight after each other – a number of times. It came across as trying to trick and con people, plus it seemed they were desperate for business rather than offering quality or showing a genuine interest in people watching their tweets.

The other behaviour that was annoying while I was on twitter a lot (I haven’t really seen it when just keeping up with people I follow on twitter) was an excessive use of hash tags*.

To me it was like reading a blog post or webpage written to show off keywords rather than actually communicate something – boring, annoying and an insult if they think I am impressed by such actions.

Adding # to key words within a message is fine, adding a keyword or two after the message is also fine, but the following wasn’t so fine:

adding five or more hashtags after a brief message
adding hashtags that were about advertising not the message (e.g. adding #santa after a message about a computer breaking down to get noticed for Christmas or adding #webdesign to a message about dreading a visit to the dentist)
making the entire message hashtags with a link

Tweets are like any other content you write – make it about the message and people reading it, not about SEO and getting noticed by more people, as that is what will genuinely get your message heard and distributed.

I can’t say what results those people get from their tweets, but I know I would never retweet or follow them (and I’m sure I’m not alone). I can say that most of the retweeted Love Santa tweets were those based on replying to someone else – in other words, ‘talking’ to people was appreciated and earned greater exposure to other tweeters.

Twitter can be a great marketing tool but it needs to be thought of as a relationship tool with marketing bonuses to have the best impact on your business.

Or maybe you are happy to read tweets with some of the above characteristics? Or have found them effective for viral marketing?

* A hashtag is simply adding # at the start of a word (or group of words without a space in between) that can be used to highlight a topic and make searching for relevant information on twitter easier.

Posted in business info & tools, marketing, writing | Tagged hashtags, marketing, relationships, social media, twitter | 3 Comments

Content and message must match

Published 16 December, 2011 | By TashWord

Whatever your message is, your content must be consistent as well.

One of my favourite writing tasks is helping Santa write letters each Christmas at Love Santa. They are fun, positive letters and I know that each one will bring smiles and extend the Christmas joy.

Of course, sometimes people feel that they get too old for Santa and question their belief in him and the magic of Christmas.

Writing letters to Santa

Like many others, Love Santa has some information available to help people (parents in particular) to encourage people to keep their belief in Santa. The information is written with care to give tips on encouraging belief but also be read by those in doubt without any additional cause to doubt (and yes, this blog post is also being carefully written!)

Others are not so careful. I just read an article with ‘easy ways to keep your child believing in Santa’ that spends the first few paragraphs destroying any beliefs before giving the five tips. Any doubting child reading it would no longer be influenced by those useful tips so the purpose would be lost – and don’t assume kids don’t read articles aimed for parents!

This makes a clear example of how the presentation of information through choice of words, headings and images can support or contradict the intent and content of the writing. Sure it is harder to write so that the entire message is consistent and acceptable for all potential readers, but it will serve the purpose much better and will be appreciated by those looking for the information.

What examples have you seen of a message not supporting itself? Or maybe you have a Santa story to share (although personal stories are best shared at Love Santa’s blog!)?

Posted in Business Communications, writing | Tagged consistent, content, santa, secret | Leave a comment

Christmas leads in your content

Published 14 December, 2011 | By TashWord

Using topical links and keywords is good for marketing, but perhaps you can’t see how your business can be related to Christmas or other major events.

I wrote about building trust like Santa earlier in the week as a Christmas-related article. Another example of tying in Christmas is to make a list like Santa to prepare for next year’s tax return (note this example has some good ideas but a lot of the detail are US specific and Christmas is closer to their end of financial year, too).

Here are some more ideas for businesses not obviously connected to Christmas to be able to make use of the season in marketing (other than just putting a picture of Santa or a Christmas tree on a webpage anyway):

make a naughty or nice list relevant to your field. For instance, a list of reasons to proof read or safety equipment for horse riding are nice lists whilst explaining how to damage your hair or get sun burnt are like Santa’s naughty list
get into the giving spirit of Christmas – give an amount from each sale to a specified charity throughout December or match client’s donations to a charity
Santa, his reindeer and boomers all work hard on Christmas Eve so fitness and nutrition people can easily write about how to prepare and maintain their energy
the reindeer and boomers tie in nicely with animal health and care stories
anybody selling plants or related services can give alternatives to pine trees for decorating or give tips on caring for a pine tree
any service provider can of course promote their services as a means of reducing clients’ work load in the busy November/December period
accountants and bookkeepers can write about the costs of Christmas – tips on avoiding debt, setting budgets, comparing savings systems for next year and so on
psychologists, counsellors and others can talk about relationships, coping with grief or loneliness at Christmas, dealing with stress, setting appropriate expectations and how to fit everyone’s needs into one day
anyone dealing with lights (electricians, bike retailers, lighting shops) could probably come up with a message about Rudolph lighting the way for safety
do some work or sponsoring of a local community group (a neighbourhood house, meals on wheel, elderly club, RSL, etc) to get known locally. You may also be able to use it in a media release, your blog and social media, and possibly in your marketing (e.g. ‘as used by Santa at xyz Christmas party’ or ‘proud sponsor of xyz at Christmas’)
like some houses have an incredible array of lights and paraphernalia, make your business stand out with a Christmas look – maybe cover your company car with tinsel and reindeer ears and use fake snow on the windows, or make your shop window stand out at night with a beautiful display of lights. Either way will catch direct attention and word of mouth, but again you can add it to a blog, media release, newsletter and a picture on your contact page is a nice touch!
arrange for Santa to visit and be in your shop or waiting room for set times

That’s just a few I thought of quickly – what other ideas can you suggest or have done?

Coming up, I will write about general topical connections – it’s too much to do Christmas and general topics on one post!

* Images courtesy of Love Santa

Posted in marketing | Tagged Christmas, content, ideas, link, relate | 1 Comment

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