Category: writing better

subheadings, titles, writing, writing advice, writing better, writing well, writing with clarity

5 Ways to Hook Readers With Your Subheadings

1. Move from the general to the specific. As one whiskey maker put it, “Don’t be vague — ask for Haig.”

Example: Scenarios for Changing Trusts
Revised: How to Divide Trust Assets Fairly

Another way to clarify your subheadings (and improve SEO) is to use questions people ask from Google’s Instant or Answer box or Answer the Public.

Example: When Should You Decant a Trust?

Several subheadings in a long article can form a table of contents.

2. Keep count – In a study of 100 million article headlines by digital marketing experts BuzzSumo, the top two most engaging headlines began with a number.

Example: 7 Ways NOT to Win an Argument

Numbers in headings can also help your SEO. For instance, many top-ranked pages have numbers in the titles and subheadings. They’re timeless attention-getters in ads and on magazine covers.

3. Add benefits – Think of subheadings as part of the content that helps promote your piece throughout. Feature a different benefit in each subsection.

Example: Sharpening Your Subheads to Build Engagement

4. Get active – Through action verbs and persuasive wording, subheads can lead into a call-to-action.

Example: “Listen to music ad-free and offline, free until December 6, 2022. Cancel anytime.” (Spotify)

5. Use moderation – Explain, but not too much. Leave some mystery with simplicity.

Example: How Sears Keeps its Promise

 

Interested in repurposing or re-posting your existing content? Consider a makeover to help increase impressions.

BOOST YOUR ENGAGEMENT

 

How have you used subheadings effectively? Feel free to comment further below.

Quotes

“Subheadings are like signposts for your readers.” ~ Cinden Lester

“Write subheads that reveal, rather than conceal, your contents.” ~ Ann Wylie, Wylie Communications

Comments? Suggestions? Need help with your communications? Contact me.

writing advice, writing better

5 Ways to Write Transitions Well

1. For flow – As the Little, Brown Handbook suggests, if a series of sentences lack a clear connection in-between, write transitions to link your sentences and paragraphs together.

2. In comparisons – When you compare two similar things or ideas, sometimes a transitional word or phrase can help readers understand the connection between them.

Example: “Onions are root vegetables, as are carrots.”
Revised: “Like onions, carrots are a root vegetable.”

3. To contrast – If you’re describing two different things or ideas, a transition can ease your explanation.

Example: “Carnivores eat meat only. Herbivores follow a plant-based diet.”
Revised: “Carnivores eat meat only, but herbivores follow a plant-based diet.”

4. To explain – Transitions can help you define and clarify a concept.

Example: “A sandwich contains a filler placed between two slices of bread. Popular sandwiches include bologna, peanut butter and jelly, or tuna.”
Revised: “A sandwich contains a filler placed between two slices of bread. For example, peanut butter and jelly is a popular sandwich filler.”

5. To summarize or end gracefully – A transitional word or phrase shows readers they’re near the conclusion of your piece.

Example: “All in all, a cross-country trip can open your eyes to the world around you.”

 

Need help making your writing easier to understand? Contact me for advice.

How well do you use transitions in your writing? Feel free to comment further below.

Quotes

“Transitions are critically important. I want the reader to turn the page without thinking she’s turning the page. It must flow seamlessly.” ~ Janet Evanovich

“If we encounter ‘thus,’ ‘therefore,’ ‘consequently,’ and the like, we know that the next statement should follow logically from whatever has already been presented. If we see ‘nevertheless,’ ‘still,’ ‘all the same’ or the like, we must be prepared for a statement that reverses direction.” ~ Bonnie J.F. Meyer, Ph.D., Professor of Educational Psychology, Penn State

Comments? Suggestions? Need help with your communications? Contact me.

writing, writing advice, writing better

5 Ways to Personalize Your Writing

1. Use pronouns – “I” or “you” can personalize your writing. In marketing, the age-old advice is to write less about yourself and more about your reader and their “pain points.” In some cases, the word “me” can resonate more as it comes from the reader’s perspective (like a call-to-action that says, “Tell me more”). But, that doesn’t apply if you’re writing about a personal experience. Choose pronouns appropriate for the material.

2. Speak naturally – Resist any urges to lapse into jargon or use “big” words that sound pompous. The best writing speaks to people like you’re having a conversation with them. Write how you talk. If it helps you feel more comfortable and less self-conscious, record yourself and transcribe the results.

3. Add personality – When appropriate, show some personality. You don’t have to give too much information, but telling people how you feel about something can build rapport. Your personality is essentially your brand and makes you and your business or organization stand out.

4. Try humor – Depending on your audience and subject matter, a funny and tasteful comment, whether it’s one you made up or a classic quote or meme, can make a positive impact.

5. Be yourself – Don’t lean too heavily on “swipe” files or templates. Write in your own words, with your own examples; in writing about your views, don’t shy away from offering advice that differs from others in your industry. Your own words and experiences are more powerful, distinct, and personal than something repeated often elsewhere.

How do you personalize your writing? Feel free to comment below.

Not sure how to connect with your customers or donors? Contact me to fix the flow and sound like a pro.

Quotes

“Actually talk to your customers. Use the language that they use. Talk about the things they talk about. Never feed salad to a lion.” ~ Jay Acunzo

“If you can take your personality and inject it into the message you share, you’ll be one step ahead in the content marketing game.” ~ Jason Miller

Comments? Suggestions? Need help with your communications? Contact me.

building trust, web copywriting, writing advice, writing better, writing in plain english, writing more clearly, writing professionalism, writing well, writing with clarity

5 Steps to Trustworthy Website Content

1. Double-check – According to the Nielsen Norman Group (NNG), a trustworthy website has error-free copy. “Fuzzy” facts and spelling, punctuation, and grammatical mistakes can make your business or organization look sloppy.

2. Transparency – Upfront disclosure — giving patrons information they need — helps increase the chances of a sale. This can include listing prices and any taxes or shipping fees or a return policy. You don’t need to go into great detail, but offer enough information to satisfy people’s curiosity.

3. Thoroughness – Like the NNG study, a report by Huff Industrial Marketing, KoMarketing, & BuyerZone reveals visitors want more details about a company or organization. Contact, product, or service info, and an “about” page with team bios can help. Research reports, news releases, and client lists or testimonials may also add to your credibility. Show your full range of products or services to appeal to as many people as possible.

4. Go jargon-free – The Huff study also states that website copy should be free of terms that appeal only to others in your industry (unless they’re your target market). It should be clear and easy to understand.

5. Stay up-to-date – Both studies suggest that trustworthy website copy should be current. Old content can make your business or organization look “out of touch,” like you don’t care enough to update it.

What do you think about building trust through your website? Feel free to comment below.

Need to improve your web pages to increase trustworthiness? Contact me.

Quotes

“What we now consider a ‘quality’ website design looks very different from a reputable website of the past, but what influences the perception of quality has not changed and will not change in the future.” – Aurora Harley, Nielsen Norman Group, “Trustworthiness in Web Design: 4 Credibility Factors”

“State what your company offers — and the challenges you solve — in jargon-free language.” ~ Huff Industrial Marketing, KoMarketing, & BuyerZone, “2015 B2B Web Usability Report”

Comments? Suggestions? Need help with your communications? Contact me.

writing advice, writing better

5 Ways to Find the Right Words

1. “Google” it – Search for terms similar to the one you’re looking for. The right words may appear like magic in the page summaries.

2. Try a thesaurus or a dictionary – Thesaurus.com and its cousins can come to the rescue in a pinch. One of my favorite hacks is to type “define:” into Google and the word I’m looking for to get synonyms (for example, “define:help”).

3. Search Google apps – If you’re struggling to choose between two words, to see which ones people search for the most, go to Google Trends. (Thanks, Nonprofit Marketing Guide.) Google Ads’ Keyword Planner can also lead you to popular SEO keywords.

4. Use filler – While you search for the right words, jotting down whatever comes to mind can help you find them later. These filler words maintain the flow of your writing.

Follow the lead of one of the best songwriting teams in history, Lennon and McCartney. While George Harrison struggled to finish the lyrics to “Something,” Beatles bandmate John Lennon suggested that George say whatever came into his head each time.

For example, to complete the line “Something in the way she moves / attracts me like…,” John added the word “cauliflower.” George eventually arrived at the perfect phrase to end the lyric: “…no other lover.”

5. Get moving – Sometimes activities like washing dishes, sweeping the floor, or taking a shower, which let our minds wander, can help release the right word.

How do you find the “write” words? Feel free to comment below.

Struggling to find the proper phrases for your newsletters, blog posts, and other content? Contact me.

Quotes

“One day I will find the right words and they will be simple.” ~ Jack Kerouac

“The right word may be effective, but no word was ever as effective as a rightly timed pause.” ~ Mark Twain

Comments? Suggestions? Need help with your communications? Contact me.