PROSPERITY AND ACTION

A good article from my friend Steve. You should pay his site(s) a visit and read his advice.

5 things prosperous copywriters do all day

Steve Roller, prosperous copywriter trainer

One of my favorite blog posts ever appeared exactly eight years ago in the Daily Reckoning, titled, “The Three Things Rich People Do All Day.”

In the piece, Chris Mayer concludes that reading, conversing with people who know what you’d like to know, and thinking are the three things rich people do all day.

After hanging out with some pretty high achievers the last couple years, and aspiring to be one of the wealthy myself, I have to agree with him.

On the ride home from my Ultimate Writing Retreat™ in Chicago nine days ago, I came up with my own list of 5 things that prosperous copywriters do all day:

1. Read. Read classic copywriting books by Eugene Schwartz, David Ogilvy, and Claude Hopkins. Read contemporary classics by Dan Kennedy, Clayton Makepeace, Gary Halbert, and John Carlton.

Read the New York Times and the Wall Street Journal, and your local paper (if you have local clients.) Read classic literature by Hemingway and Hugo, as well as airport paperbacks by John Grisham and Stephen King. Read!

2. Think. You simply have to spend time deep thinking about Big Ideas. How else are you going to come up with a new angle for a client promotion? It’s not all nose-to-the-grindstone, furious writing time that accomplishes that.

Or think about Big Ideas for your own business.

How are you going to convince your prospects to do business with you instead of the dozens of other copywriters who are just as good as you, in the same niche? How can you provide more value while working faster and making sure your clients get a good return on investment? What is your Big “off the chart” Idea that could send your business soaring?

3. Talk to interesting people.

I spent 67 hours recently hanging out with some very interesting people in Chicago. We coined at least three new terms that you’ll probably be hearing about in the next few months. We launched two new businesses, re-launched two more, and came up with strategy that could turn two of them into million-dollar businesses.

When I’m in my office, I probably spend two hours a day on average conversing with copywriters who are trying to get to the next level. I ask  questions to get them thinking in a different way. I challenge them. I offer critiques if they ask. I give offbeat advice.

Once in a while, I inspire someone to go out and do really big things. Very rewarding, all of it. I benefit from these conversations, too.

Be selective about the company you keep, and spend the time in meaningful discussions.

4. Write stuff that other people will pay you for. Ask yourself at every turn, “Is this making me money?” or “Is it leading me quickly to a place where I’ll make money doing it?”

If you’re writing a special report that prospects will download to get on your mailing list, which you’ll then use to market your other services to them, the answer is “yes.” Writing an article for “exposure” and the promise of possible work down the road? Your call, but I’d say “no.”

5. Write things that build your own business. One of the “eureka” moments at the Chicago retreat was that you don’t have to figure out how to write copy for clients. Create a business around something you love, and write all the marketing copy for it.

When you’re writing copy for your own high-end luxury watch tours to Basel, Switzerland, or for helping CEOs become insanely great at presentation skills, things get pretty fun! Think of copywriting as a means to an end.

If you were a fly on the wall of my office, those are the five things you’d find me doing every day. Reading, thinking, talking to interesting people, writing stuff that people pay me for, and writing to build my own business.

Do you have any others you’d add to the list? Any you’d take off this list? Where can you do all five of these at once, in a three-day intensive writing experience like you’ve never seen before? Asheville, North Carolina, of course. July 17-20.

It’ll be another one for the ages: http://cafewriter.com/asheville/

Hope to see you there. I have a few ideas of what we’ll talk about.

the copywriter's life

the copywriter’s life

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HARMONIZING BUSINESS AND CAREER – THE MARKETS

An interesting article.

But this is exactly why I have harmonized my Business (as a non-fiction writer and copywriter and inventor) enterprises and my Career (as a fiction writer and designer) ventures.

By having my Business and Careers complimenting each other I avoid the “I hate this job syndrome” (actually I very much enjoy everything I do) and I expect this will inevitably advance and accelerate both my Business and Career successes.

Whereas both sets of markets may by separate by nature, and operate differently to some degree, both are complimentary and entirely cross-fertilizing in the long run.

Vonnegut Sold Saabs: 11 Author Day Jobs

Gabe Habash — August 5th, 2011


We all have that same romanticized image of The Writer: sitting alone, hunched over his/her desk, pen in hand, thinking deeply about Writing before putting the pen to the page and Writing. But, unfortunately, doing this for long stretches of time doesn’t pay the bills, and that’s why things like Sylvia Plath working as a receptionist in the psychiatric unit at Massachusetts General Hospital happen. Writers are normal people, too. Just how normal? Here’s a few of our favorite writer day job finds:

1. John Steinbeck was a caretaker and tour guide at a fish hatchery in Lake Tahoe, where he worked on his first novel and also met his future first wife, Carol Henning. She was a tourist on one of his tours.

2. Douglas Adams first thought of the idea for A Hitchhiker’s Guide to the Galaxy while moonlighting as a hotel security guard in London.

3. Jeanette Winterson, in addition to driving an ice cream truck, was a make-up artist at a funeral parlor.

4. Dashiell Hammett was hired by the Pinkerton Detective Agency as an “operative” at age 21. His job description included staking out houses and trailing suspects. He was thankful for the work; his previous job had been a nail machine operator.

5. Robert Frost changed light bulb filaments in a factory in Massachusetts shortly before he sold his first poem, “My Butterfly: An Elegy” in 1894 for $15.

6. Kurt Vonnegut was the manager of a Saab dealership in Cape Cod, after he’d already published his first novel, Player Piano. The dealership was supposedly Saab’s first in America.

7. Jack London was an “oyster pirate.” At night, he would raid the oyster beds of big-time oyster farmers and sell them in the Oakland markets.

8. Jean Rhys, a 23-year-old and in need of money, posed nude for a British artist.

9. James Ellroy led a life of petty crime and shoplifting as a wayward youth, most likely as a response to his confusion following his mother’s unsolved murder.

10. Harper Lee struggled when she first moved to New York at age 23, working as a ticket agent for Eastern Airlines before befriending Broadway composer Michael Martin Brown. In 1956, Brown gave Lee a Christmas present: a year’s wages so she could devote herself full-time to her craft. During this time, she began work on what would eventually become To Kill a Mockingbird.

11. Ken Kesey, in order to earn some extra cash, was a guinea pig for the psych department at Stanford in a CIA-sponsored drug experiment. As a result of the drugs, Kesey had hallucinations of an Indian sweeping the floors, which compelled him to write One Flew Over the Cuckoo’s Nest.

Which mundane (or strange) day jobs for writers have we missed? Let us know in the comments below!

 

RISE TO YOUR TRUE LEVEL – A COMPACT GUIDE

Many business writers and especially a great number of business bloggers seem to have a lot of problems writing well in English. Even those who are native speakers of English. In other words many native English speakers seem to write and blog at a level well below their oral or spoken capabilities.

But your writing is a fundamental aspect of your brand, the very scripted expression of your business acumen, and the historical record of all your ventures and enterprises in this world.

If you cannot master the language, or your writings within the language, then others will overmaster you, and your lack of capabilities will forever limit your ascent in anything you attempt.

With that in mind here is a potentially helpful guide for you to consider. Although nothing ever really substitutes for study, reading excellent writing, habitually imitating it, and then practicing with the intent of becoming a truly good writer.

The one piece of advice I would add to this guide – learn to master and memorize your vocabulary base, and employ it correctly. No matter how superb your technical skills without a proper Word Hoard, or Vocabulary Cache, both your oral and written expression and your intended meaning will be severely limited by the poverty of your terminology and language.

Accumulate a vast and wealthy Word Hoard. It is a Business and Career Investment without equal, and a treasure without measure.

The Compact Guide to Grammar for Busy People

The Compact Guide to Grammar for Busy People
Let’s get real here.

You’re a creative thinker, not a nitpicky grammar geek.

When you sit down to write you like to write, not dither around with mechanics. So when the words start flowing, you don’t want to get in their way by thinking about all those little details.

Not to mention the time factor. As in you can barely find the bandwidth to write as it is, let alone edit for grammar.

But you also care about being perceived as intelligent and credible. And you’re smart enough to know that for your writing to be taken seriously, it needs to come across as polished and correct.

The problem is, it’s been a long time since Mrs. Pendergast’s sixth-grade English class. And you were pretty hazy on the rules even back then.

Searching the Internet can quickly turn into a dive down a black hole of barely remembered terminology and examples that don’t really fit.

So what’s a blogger with good intentions but limited time and resources to do?

Well, here’s the good news. Language evolves, and as it does, so do our notions about what is “correct.” You might be surprised to learn that some of what Mrs. Pendergast taught you is now considered outmoded.

Of course there are still rules to follow, but read on, and you’ll find they’re no longer quite so intimidating.

And with a little repetition, applying many of them will soon become second nature.

Ready to rock and roll?

Parts of Speech – The Basic Building Blocks of Language

Let’s start with a quick and painless (promise!) review of the parts of speech. Not because you’ll ever need to spot a transitive verb in the present subjunctive at fifty paces, but simply because we need some common terminology for talking about the basic building blocks of language.

Yes, there are subcategories, exceptions, and sometimes even controversies about the parts of speech (you ain’t seen nothin’ until you’ve seen grammarians duking it out over the finer points of language), but for our purposes we’re going to keep this simple.

Nouns

If you grew up in the United States, you probably remember the old Schoolhouse Rock song:  “A noun is a person, place or thing.” Just remember that things can be abstract concepts as well as physical objects, and you’ve got it.

When life hands you lemons, make lemonade. Then find a friend to whom life handed a large bottle of vodka, and take your pitcher of lemonade over to her house.

Verbs

Verbs are the action words which describe forms of doing and being.

If I just stepped on a corn flake, does that mean I am now a cereal killer?

Adjectives

Adjectives “modify” (further describe) nouns.

I’m an effective worker. In fact, I’m the most productive person I know when it comes to unimportant tasks!

Adverbs

Adverbs modify verbs, adjectives or other adverbs.

Time is extremely precious, so waste it wisely.

Pronouns

Pronouns replace nouns. They shorten and simplify sentences that would otherwise be far too long and cumbersome.

When I want your opinion I will give it to you.(rather than: When Michelle Russell wants the opinion of the person now reading this article Michelle Russell will give that opinion to the person now reading this article.)

Prepositions

A preposition shows the relationship between a noun or pronoun and another element in the sentence.

The shinbone is a device for finding furniture in a dark room.

Conjunctions

A conjunction shows the connection between the elements of a sentence.

She bought a new boomerang but couldn’t manage to throw the old one away.

Interjections

Interjections are stand-alone exclamations that act as conversational fillers, often expressing emotion.

Yes! With sufficient thrust behind them, pigs can fly!

Determiners

Determiners are sometimes considered parts of speech and sometimes not. In either case, they are small words that introduce nouns.

My mother always told me a bargain is an item you don’t need at a price you can’t resist.

Punctuation – The Mortar Between the Bricks

When you’re building a house, you don’t just drop one brick on another—you need to cement them together with some mortar. When you’re writing, if the parts of speech are your basic building blocks, then punctuation is that mortar.

Can you imagine reading text without any punctuation at all well in the earliest days of writing that is what it was like you can see how difficult it must have been can’t you

See how that’s like just stacking bricks with nothing to connect them? Add some punctuation and the wall is now firmly constructed:

Can you imagine reading text without any punctuation at all? Well, in the earliest days of writing, that is what it was like. You can see how difficult it must have been, can’t you?

Punctuation gradually evolved in different forms across cultures as a way of helping people figure out where to pause, and for how long, when reading out loud. The problem was, everyone did it differently, This was understandable when all writing was done by hand, but once movable type was invented the need for standardized punctuation became clear.Even so, we’re still arguing about it. Grammar school might have led you to believe that we’ve successfully standardized things . . . but in a language as fluid as English, there is still a lot of room for interpretation. Let’s go over the main points of confusion, and you’ll see where the hard-and-fast rules are and where you get to decide how you want to punctuate things.

Commas

No form of punctuation sparks more controversy than the poor comma.

It’s a horribly overworked symbol to begin with, struggling with a full schedule as a conjunction splitter, quotation clarifier and phrase definer while also moonlighting as a separator of list items. It tries so hard to please everyone, but sadly, we all disagree on its exact job description.

So let’s give the comma a little love here and appreciate it for all that it does.

When a sentence contains an introductory phrase, the comma tells us so by separating it.Any time a brief pause is indicated, in fact, the comma should be used.

A comma will mysteriously appear whenever one main action happens at the beginning of a sentence, and then even more happens after a conjunction like or, and or but.

Commas also cheerfully separate lists of more than two items, such as a bunch of blogs, a parade of posts, a set of sentences and a party of paragraphs.

Of course if you’re using what is known as the serial comma or the Oxford comma, that would read “. . . a set of sentences, and a party of paragraphs.”So should you use the serial comma or not? Either is fine. Just be sure you’re consistent about it one way or the other.

In fact, the best general rule of thumb for commas overall is that there is no general rule of thumb. Even the old guideline that says to “use a comma wherever you would pause in speaking” is misleading, because we all speak so differently. (Imagine where the commas would fall, for example, in Morgan Freeman’s speech as opposed to Christopher Walken’s!)

One final note. Don’t overuse commas, but keep in mind that sometimes you really do need them to make your meaning clear.

Learn how to cut, marinate, and cook friends!

reads very differently than

Learn how to cut, marinate, and cook, friends!

Just sayin.’ :)

Colons and Semicolons

The colon is used to signal that some very specific information is coming—most often a list. Sometimes it’s a bulleted or numbered list . . .

There are three types of people in the world:

  1. those who can count
  2. those who can’t

. . . and sometimes it’s a list right there in a sentence.

If you want to make sure you get something done today, try adding these to your to-do list:  wake up, make to-do list, cross off first two items on to-do list.

The semicolon indicates a pause that’s a little longer than a comma but not quite as long as an end-of-sentence period. It’s an elegant way of joining two phrases or sentences that might otherwise stand alone. This can be desirable when you’re at the editing stage of a post and you want to vary the pacing between shorter, crisper sentences and longer, flowing ones for the sake of variety and interest.

Zach was surprised; Tina turned out to be trustworthy after all.

Just don’t overuse semicolons; it will make you look slightly pretentious.

Apostrophes

Apostrophes are very often used to indicate the omission of letters.

Dont tell me its already 10 oclock!(replacing the missing letters from do not, it is, and of the clock)

But the primary use of the apostrophe is to show possession. You already know the basic rule for this—use ’s when the possessor is singular and s’ when the possessor is plural.

the cats toys (the toys that belong to only one cat)the cats toys (the toys that belong to more than one cat)

However, if the plural form of a noun doesn’t already end in the letter s, you should add ’s rather than s’.

Why did you interrupt the childrens game? (not childrens)

Here’s a common sticking point—what about when the singular form of a noun ends with an s? Editors wielding opposing manuals of style argue about this one all the time.The truth is, both of the following forms are acceptable, although the first is generally more preferred:

Jamess best friendJames best friend

To show possession by more than one singular person or thing, an ’s on the last one is all you need.

Hey, check out Cheryl and LuAnns new website!

Finally, be careful not to imply possession where there is none.One of the best examples of this is what Lynne Truss, author of Eats, Shoots & Leaves, famously bemoans as the “greengrocer’s apostrophe” because of its frequent appearance on produce signs—that tiny bit of punctuation which turns simple, unwary nouns into raving mutants of unnecessary possessiveness.

Oranges and lemons – 2 for $1.00Freshest crabs this side of the Atlantic

Kids eat free all day!

These are all, quite simply, clueless mistakes.

Hyphens and Dashes

The three types of horizontal punctuation marks are:

  • the hyphen (the shortest one): –
  • the en dash (the middle one): –
  • the em dash (the longest one): —

(The en and em dashes are so named because in the days of fixed-type printing presses, they were the width of the capital letter N and the capital letter M, respectively.)

Most people use the hyphen only, and most of the time that’s fine when blogging. However, if you want to be scrupulously correct, you should use the en dash between date ranges and page numbers.

Pages 4345 explain how World War I (19141918) wasn’t actually called that until after World War II (19391945) happened.

And you should use the em dash when you want to indicate a sudden shift in thought or tone, give more information, or lend some extra emphasis.

Dash it all anyway, she thought to herselfhe looked positively dashing!

Many bloggers get confused about when to hyphenate compound words (groups of words that act as a single part of speech) and when not to . . . and why the rules seem to change from one sentence to the next. Let’s take a quick look at that.When the compound word is a noun, hyphenate it when it’s clearly naming one single thing:

Fred gave his daughter-in-law a Jack-in-the-box.

Compound adjectives can be trickier. Here’s the rule—when it comes before the noun it modifies, hyphenate it. When it comes after the noun, don’t.

Look how quickly you became a well-known blogger!

but . . .

She was well known for her business acumen.

(Note the exception that when the first word of a compound adjective ends in “-ly,” no hyphen should be used. So in the sentence “It was a beautifully written poem, ” “beautifully written” would not be hyphenated even though it comes before the noun. Hey, what would English be without annoying exceptions?)Finally, use a hyphen for clarity when there might otherwise be confusion.

Don’t be surprised to see a bunch of fat-cat contributors appear around election time. (Without that hyphen, how would we know this sentence wasn’t talking about a group of overweight people who donate felines?)

Quotation Marks

Quotation marks serve a few important functions.

They are used, of course, to show when someone’s words are being directly quoted or spoken . . .

I do not believe so, sir, replied Jeeves.

. . . but they can also indicate technical jargon, slang, or otherwise unfamiliar or non-standard terms.

The doctor briefly explained the difference between in vitro and in vivo pregnancies.
Calvin proudly displayed his new transmogrifier to Hobbes.

Quotation marks are used around the titles of short works such as poems, songs, book chapters, articles, short stories, and program or presentation titles (but not long works such as entire books or series, which are italicized).

He could never remember whether In Which Tigger Is Unbounced came before or after In Which Piglet Does a Very Grand Thing in The House at Pooh Corner.

Incidentally, when it comes to dialogue, you should start a new paragraph every time there is a change of speaker—even if the new speaker says only one word. This helps the reader keep track of who is saying what.

Get over here now! yelled Harriet.No.

Why not?

I’m tired.

The biggest confusion about quotation marks is usually over where the punctuation at the end goes—inside or outside?In the United States, at least, here’s how it works:

Periods and commas go inside the quotes.

I never said such a thing,” she stated firmly. And you can quote me on that.”

Colons and semicolons go outside the quotes.

That’s the thing about Bohemian Rhapsody”; even if you never want to hear it again, you know that you know all the words by heart.

Question marks and exclamation points depend on the context. If the question or exclamation is part of the quote itself, it goes inside, but if it relates to the larger sentence, it goes outside.

Don’t come near me!” Becky cried.
Did the customer really ask for a girl cheese sandwich”?

British English is different. Those who speak American use double quotation marks, but those who speak British use single quotes. British writers also place the comma or period outside the ending quotes rather than inside them.A bit barmy, eh, mate?

Ellipsis Points

These are the three spaced dots or periods used to show that something has been omitted from a quotation. (They are sometimes also used in a creative sense—but that’s a different story.)

The formal rules can get pretty technical, but unless you’re blogging in the legal or literary field, just remember this. If the part just before the omitted section is the end of a sentence, you should use a period as usual, then the ellipses.

“Yes, it was definitely the ketchup, Your Honor. . . . No, he left the mustard behind.”

And if the missing section occurs mid-sentence, just use the ellipses.

“Over the river . . . through the woods . . . hey, isn’t that Grandma’s house?”

Note the spaces between the ellipsis points—this is technically the right way to do it (and if you were being excruciatingly proper you’d use something even thinner called a “hair space”), but it’s also fine to run them together instead (likethis) as long as you’re consistent about doing it all the time.

Parentheses and Brackets

Parentheses tell us that something helpful but not absolutely necessary is being added.

See this helpful (but not absolutely necessary) parenthetical phrase?

But where does the punctuation go?

If the parenthetical phrase is in the middle of a sentence (like this), punctuation like that comma goes outside the parentheses because it relates to the sentence as a whole.If the parenthetical phrase ends the sentence, the punctuation still goes outside the parentheses if it relates to the sentence as a whole (like this).

But If the parenthetical phrase is a sentence all by itself, the ending punctuation goes inside the parentheses. (Like this.)

Sometimes you can have both, which is correct even though it looks pretty weird (like this!).

Parentheses are often used as formatting devices to make information visually clearer.

The ideal person: (a) doesn’t smoke, (b) doesn’t drink, (c) doesn’t do drugs, (d) doesn’t swear, (e) doesn’t get mad, (f) doesn’t exist.

Square brackets are used to show when clarifying information within a quote is not part of the quote itself . . . or around the Latin term sic to show where a mistake really is part of the quote.

“This example [of a blog post] contains no speiling [sic] errors.”

Square brackets have a handful of other specific uses, such as in dictionary definitions, but they can also be utilized as visual or stylistic devices in the same way as parentheses.What about brackets inside of brackets?

If you need multiple levels of closure [when one enclosed phrase (such as this) is inside another], you should use square brackets on the outside and parentheses on the inside.

Creative Punctuation

Finally, as a blogger, you are freer than writers in the more traditional forms of media to have a little fun with punctuation.

So don’t be afraid to use it in creative ways that lend flavor and tone.

You can use ellipsis points to show . . . um, hesitation.Use long (em) dashes to signal abrupt transitionslike this! Nothis!

“Those dashes are also great for showing when a speaker gets cut off in mid-conver” she said.

Many bloggers (perhaps too many of us) use emoticons made out of punctuation. 😉

You can even invent your own ways to build . . .

.

.

.

you know . . .

.

.

.

suspense.

Just use creative punctuation like this sparingly. Be sure that it enhances and clarifies your message rather than needlessly muddling it.

Abbreviations – Handy Linguistic Shortcuts

Abbreviations are useful (and sometimes colorful) devices for shortening common words and phrases, but using them correctly can be a bit confusing.

Do you abbreviate the United States of America as USA or U.S.A.? (I strongly favor the latter, but different strokes for different folks.)

Should you start a sentence with an abbreviation like FYI? (In formal writing this is traditionally frowned upon, but in a blog post it’s usually fine unless it looks clunky.)

What does FUBAR stand for, anyway, and should you spell the whole thing out? (I’m certainly not telling you here, and it entirely depends on your audience.)

If you’re blogging for an organization that has a style guide, go with whatever it says. If not, look up the abbreviation in the dictionary for guidance on how to spell and use it properly.

If you’re still in doubt after that, it probably doesn’t matter too much anyway (depending, of course, on your audience). Just pick one way and use it consistently. For example:

If you decide to use periods when abbreviating U.K. (where, incidentally, they refer to periods as “full stops”), be sure you do so when abbreviating E.U. and U.S.A. as well.If you abbreviate the days of the week, standardize them to three letters each—e.g., Thu. (not Thurs.), Fri. and Sat.

I.e. vs. e.g.

While we’re on the topic of abbreviations, let’s talk about these two Latin terms. They are very often used interchangeably, but they actually mean two different things.

I.e. stands for id est, or “that is.” It’s used to further explain or restate something in different words.

The Hephthalites are known to have practiced polyandry; i.e., the marriage of a woman to two or more men.

E.g. stands for exempli gratia, or “for example.” It’s used to do just that—give one or more examples.

He liked all kinds of leafy green vegetables—e.g., lettuce, spinach and kale.

Here’s a memory aid for recalling when to use each of these two phrases. Instead of worrying about the Latin translations, just remember:

  • i.e. = in other words (both start with i) or In essence
  • e.g. = example given

Also note that a comma is used after the final period in each of these abbreviations.

To introduce the abbreviation, in most cases you can use either a comma, a semicolon, a colon, an em dash, or a set of parentheses. Again, just be sure you’re consistent in whatever choice you make.

He liked all kinds of leafy green vegetables, e.g., lettuce, spinach and kale.He liked all kinds of leafy green vegetables; e.g., lettuce, spinach and kale.

He liked all kinds of leafy green vegetables: e.g., lettuce, spinach and kale.

He liked all kinds of leafy green vegetablese.g., lettuce, spinach and kale.

He liked all kinds of leafy green vegetables (e.g., lettuce, spinach and kale).

The only caveat here is that if the text that follows the i.e. or e.g. could stand as an independent sentence:

They did what they always did at wedding receptions; i.e., she got tipsy and he flirted shamelessly with the new bride.

. . . you should not introduce the phrase with a comma—use any of the other punctuation methods. My own personal preference is the semicolon, as above, but any of them except for the comma would fine.

Foreign Terms – Exotic Expressions

Foreign words are another bone of contention among editors and other professional wordsmiths. The general consensus, though, is that if a term is likely to be unfamiliar to your readers, italicize it.

She executed a perfect nikkyo and her attacker instantly dropped to the floor.
Carmen’s schädenfreude as she watched Alonzo writhe in agony was chilling to watch.

But if the word has become a commonly accepted part of English, there’s no need to italicize.

Sorry—can you please read that back to me verbatim?
The company gave its employees carte blanche to wear whatever they wanted to work.

These same guidelines apply to common Latin abbreviations such as etc. and our buddies i.e., and e.g. from just above—they are now so common that they don’t require italics.But expect to run into people who will argue that ad nauseam.

Numbers – A Source of “Total” Confusion

Ah, numbers. So many questions about them, and so many ways to be inconsistent. Let’s take a look.

Spelled Out vs. Numerals

Opinions on this differ widely. In general, spelling out numbers comes across as more formal, but possibly a little bit snooty. Of course, depending on the context (She lived at Eighty-Eight Kensington Road, where she routinely inspected the brass railings for dust using her spotless white gloves), that may be exactly what you want.

One common convention is to spell out any numbers from zero through ten and numerals for 11 and higher. But visual consistency should override this, so make exceptions where numbers are close together.

Once her blog posts became easier to read, she went from gaining about 3 subscribers a month to a startling 150.

Don’t begin a sentences with a numeral, even if it’s a small number.

Four hours ago I was simply minding my own business when . . .

Numbers in titles are another point of contention. Should your new list post be titled “10 Ways to Be a Kickass Knitter” or “Ten Ways to Be a Kickass Knitter”? Many bloggers use numbers in headlines because they’re more quickly readable, but it’s up to you.

Dates

Format dates however you like, but be consistent about it. If you start off writing 8/16/99, don’t switch to 06/23/72 later on. If you spell out January 1 when blogging about your New Year’s resolution, don’t update your readers later in the year by sticking letters at the end of the date on May 31st.

Years should be written in numerals, and when they’re abbreviated, the point of the single apostrophe should face left.

Their first single hit the airwaves in 1983, followed by two more in 86 and 88.

When referring descriptively to a decade, don’t include an apostrophe between the numbers and the letter s.

CORRECT:He’s a child of the 80s.

He’s a child of the 80s.

He’s a child of the 1980s.

INCORRECT:He’s a child of the 80s.

He’s a child of the 80s.

He’s a child of the 1980s.

Century names can either use numerals or be spelled out, but should not be capitalized.

Sometimes I wish I’d lived in the 19th century. (or) Sometimes I wish I’d lived in the nineteenth century.

Times

The rule here is pretty much “no rules.” It doesn’t matter if you write 6:30 am, 6:30am, 6:30 AM, 6:30AM, 6:30 a.m., 6:30a.m., 6:30 A.M. or 6:30A.M., as long as you do it the same way everywhere.

(In some countries a period is used in clock times rather than a colon—e.g., 6.30 A.M.)

It’s better to write “noon” and “midnight” rather than “12:00 p.m.” and “12:00 a.m.” (which make people have to think too hard.)

Percentages

Use the percent sign (27%) or spell it out (27 percent)—either is fine. Pick one way and use it.

Currency

The main mistake bloggers make here is doubling up the currency symbol and the word. If you write $1 dollar it’s like saying “One dollar dollar.” A simple $1 (or 1 dollar or one dollar) is the correct way to go.

Same thing with larger ranges. If someone is already a millionaire, don’t inflate their wealth even further by giving them $10 million dollars. Either $10 million or 10 million dollars is just fine, thank you very much.

Number Ranges

In general, any number range, whether dates (1785–1802), pages (pp. 23–38), or some other type, gets that medium-length dash, the en dash, between its numbers.

When giving number ranges within text, don’t mix up words and symbols. People often make this mistake by writing things like They were married from 1975–2010 instead of They were married from 1975 to 2010.

Common Pitfalls

Now let’s move into some of the typical areas where bloggers get confused. You know the ones I’m talking about—those tricky cases where you just know there’s a rule, but you can never remember what it is.

Subject/Verb Agreement

The “subject” of a sentence is whatever person or thing is doing the main action—what you might call the primary noun (or nouns). The subject should “agree” with the verb about whether they should both be singular or plural.

To mix them just sounds wrong. If I were to write “You and I is smart,” you’d know that one of us wasn’t.

But subject/verb agreement gets trickier with vague-sounding pronouns and more complex sentences.

The word and makes a subject plural (i.e., there is more than one main actor), so the verb should be plural too.

You and I are smart.

With the word or, it depends on the actors. If they’re both singular, the verb should be singular.

Goran or Lisa was at the pub every single time I walked in.

But if one is singular and the other is plural, the verb should agree with the one closest to it.

Either a candle or flowers were sitting on the Chens’ mantelpiece at all times.

In the case of “indefinite pronouns” (so called because they refer to somewhat vague numbers of things), you should determine whether the noun the pronoun refers to is singular or plural.

None of the food is very healthy.(“food” is a collective noun that stands for one thing, so use the singular verb “is”)

None of them are going to the movie.

(“them” indicates multiple people, so use the plural verb “are”)

Anybody here want seconds?

(“anybody” refers to any one body/person, so it’s singular—use the singular verb “want”)

Most of my guest posts were quickly published.

(“most” refers to a number of individual posts, so use the plural verb “were”)

But amazingly, neither the post about the mating habits of the Brazilian termite nor the one on different types of postage stamp adhesive was accepted anywhere.

(both “neither” and “nor” refer to one single post, so use the singular verb “was”)

Don’t get confused by interrupting phrases and clauses. Like newly infatuated lovers, the subject and verb will always agree with each other no matter what comes between them.

That painter with the big orange pickup truck filled to the brim with buckets, brushes and ladders drives down my street every day.

That vs. Which

This is an old problem with a surprisingly easy solution. Look at the phrase or clause you’re considering and ask yourself, “If I take it out, will the sentence still have the same basic meaning?”

If the answer is yes, use which.

If the answer is no, use that.

Another way of looking at it is to consider whether the clause is, or could go, inside a pair of commas. If so, use which. If not, use that.

The map, which they used to drive cross-country, is in the glove compartment.The map that they used to drive cross-country is in the glove compartment.

Both sentences tell us that the map in question is in the glove compartment, but mean different things.In the first sentence, what the people used the map for is incidental. It’s as though the writer is saying, “The map is in the glove compartment. Oh, yeah—by the way, they used it to drive cross-country.”

The second sentence, on the other hand, refers to the specific map they used. (There could be other maps, too.) “Where is the map they used to drive cross-country? It’s in the glove compartment.”

First case, extra information. Second case, central to the plot.

See the difference?

Who vs. Whom

Running a close second behind “that vs. which” in the confusion competition is the “who vs. whom” conundrum. This is another tricky dilemma with a simple solution.

If you could substitute “he or “she,” use who.

If you could substitute “him” or “her,” use whom.

For example:

I haven’t seen the guy who lives down that hallway for weeks.(because he, not him, lives down that hallway)

The kids, one of whom was fortunately wearing glow-in-the-dark sneakers, were found later that night.(because one of him, not one of he, was found)

If this is unclear, switch the pieces of the sentence around first and then see which word works better.For example, is “Who do you think will win?” correct, or should it be “whom”?

  • First switch the sentence so that it reads “Do you think WHO will win?”
  • Now do the substitution both ways. Which sounds right, “Do you think HE will win?” or “Do you think HIM will win?”
  • Obviously it’s the first one, so “Who do you think will win?” is correct.

What about this one? “I wonder who I’ll be paired up with for the scavenger hunt.”

  • First switch the sentence around: “I wonder I’ll be paired up with WHO for the scavenger hunt.” (I know that sentence is awkward and incorrect, but it’s just for the sake of figuring this out.)
  • Now which is right—“I wonder I’ll be paired up with SHE for the scavenger hunt” or “I wonder I’ll be paired up with HER for the scavenger hunt”?
  • HER sounds correct, so the original sentence should read, “I wonder whom I’ll be paired up with for the scavenger hunt.”

In casual conversation, though, sometimes whom sounds a bit stilted. “Whom should I cheer for?” (or, for complete sticklers, “For whom should I cheer?”) is technically correct, but the people next to you at the big game may look at you strangely, and not just because you don’t know which side you’re on.

So when it comes to your blog, know which way is correct, but don’t be afraid to bend the rules a bit here for the sake of sounding more conversational.

Who vs. That

I’ve saved this one for last because, frankly, I don’t agree with the rule.

I strongly feel that writers should always refer to people as “who” rather than “that.” However, my research indicates that my strong opinion on the matter has become outdated.

I flinch whenever I read (or hear) sentences like “Kobe Bryant is the athlete that inspired me to play basketball.” Not that Kobe needs my help, but to my ear, referring to him as “that” instead of “who” dehumanizes him.

Apparently, I’m old-fashioned in believing that people are people, not things. But for the record, it is now apparently permissible to refer to people as either “the folks who” or “the folks that.” (Ew.)

I’m pleased to say, though, that a thing is still always a “that.”

You can’t say “the company who patented the Giant Gizmo” because a company (the opinions of corporate lawyers notwithstanding) is not a person. It’s a non-living entity (the opinions of some science fiction writers notwithstanding). So you need to say “the company that patented the Giant Gizmo.”

More Tricks (and Traps) of the Writing Trade

We bloggers are living in tough linguistic times. The lines between formal written language and the more casual spoken word have blurred tremendously with the explosion of personal computers, e-mail, and the Internet.

So how do you successfully walk those lines? How do you ensure that your posts are conversational yet correct, compelling yet credible?

To return to our “building blocks” metaphor from earlier in the post, you need to take a step back from the level of the individual bricks (what we’ve been discussing up until this point) and consider the overall construction of your building.

Your goal as a blogger isn’t to simply heap up ramshackle stacks of words. You want to move people. Inspire them. Educate them. Persuade them to think differently. To take action.

To do that, you need to look at the larger issues. Are your walls straight and attractively laid out? Does your building look inviting? Can you construct its rooms so that visitors are naturally led from one to the other in the sequence you’ve designed?

Much of this ability comes with the study and practice of effective writing techniques, and is outside the scope of a single post on grammar, no matter how long. What I can show you today, though, are some of the common ways bloggers leave stumbling blocks scattered around the floors of their word-rooms.

Clean those up, and you’ve gone a long way toward leaving a clear path through your writing.

Parallel Construction

Humans love patterns. We key into them to help us make sense of the world . . . and you can use them to help your readers make sense of your writing.

I’m not saying you should make your writing so robotically regular that it becomes predictable and monotonous.

But if you want your readers to roll smoothly along from one idea of yours to the next, using parallel structure is like laying parallel train tracks.

Both of the following sentences essentially say the same thing. Which is easier to read? Which packs a stronger punch?

Persuading others comes from a mixture of thinking through your ideas, thorough organization, and then presenting them clearly,To persuade others, think through your ideas, organize them thoroughly, and then present them clearly.

It’s the second sentence, of course. Why? The first one uses a mixture of noun forms–gerunds (“persuading,” “thinking” and “presenting”)—in which “-ing” is added to the verb to create a noun—and “organization,” a more regular, though abstract, noun. You can follow the sentence, but you have to work a little too hard at it. The parallel verb forms in the second sentence (“persuade,” “think,” “organize” and “present”) make it much easier to comprehend quickly.Note that you could also re-cast the sentence this way: “Persuading others comes from a mixture of thinking through your ideas, organizing them thoroughly, and then presenting them clearly” (using gerunds throughout). In general, though, simpler verb forms result in clearer writing.

[Bonus credit if you realized you could make the structure even more parallel by adding an adverb (such as “carefully”) after the word “ideas”! It would then have the form “. . . (VERB) through your ideas (ADVERB), (VERB) them (ADVERB), and then (VERB)  them (ADVERB).]

Sentence Fragments

Here’s a so-called grammar rule that seems pretty basic on the surface—every sentence should be complete. Meaning, traditionally, that it should have a subject (the main actor/actors), verb (the main action) and, if applicable, an object (what the action happens to).

Anything less is called a sentence fragment.

Except . . .

Remember earlier, when I told you that some of what Mrs. Pendergast taught you back in English class is now considered outdated?

This is one example. Unless the context in which you’re writing is very formal (sorry, corporate and legal bloggers), sentence fragments are perfectly fine in blogs—and a lot of other writing—these days.

With one caveat.

Your meaning must be clear.

See what I did above with except . . . and with one caveat? You understood what I meant because the text flowed. So what if they were technically fragments?

In fact, as a blogger you should probably make it a point to introduce sentence fragments every now and then, depending on your personal style (sorry, Mrs. Pendergast). They let you spice up your writing by playing with pace, tension and emotion.

One more caveat. Fragments? Use them sparingly. Like a condiment. Even though they’re legit. Because why? Using lots of them feels choppy. Not wrong, precisely. Just hard to read.

See?

Run-On Sentences

The opposite of a fragment is a run-on sentence, in which you will find more than one complete thought, each of which really deserves its own sentence, but there’s just too much going on at once and it gets really hard to keep track of all the players, which happens a lot when a blogger gets really excited about her subject matter and goes on at length without adding a period for quite a long time and the sentence ends up sounding quite flustered and out of breath.

Unless you’re deliberately using a run-on sentence for dramatic or illustrative purposes, like I just did, don’t use them.

One way of avoiding them is to read your posts out loud as part of your editing process. If you find yourself literally running out of breath before running out of sentence, look for ways to break the run-on sentence into more than one.

It’s all about developing a listening ear with regard to your own writing. And about keeping things clear and simple for your readers.

Dangling Modifiers

Misplaced modifiers—often called “dangling modifiers” because of the way they just sort of hang there, not being clear about what they’re modifying—are some of the most amusing mistakes in all of Grammaria.

Check these out:

Driving past the graveyard late last night, the twisted old tree frightened me.(I’d love to know where that tree got its driver’s license.)

She wore a bright red baseball cap on her head, which was obviously much too small.(Yeah—her head was so tiny the cap came all the way down to her shoulders.)

The distraught young man was comforted by the psychologist who had just taken an overdose of sleeping pills.(I bet that was a real consolation to the young man.)

Here are some much clearer re-writes (though not the only possible fixes for them):

As I drove past the graveyard late last night, I saw a twisted old tree that frightened me.
That bright red baseball cap on her head was obviously much too small.
After he took an overdose of sleeping pills, the distraught young man was comforted by the psychologist.

Split Infinitives

Here’s another area in which you can gleefully waggle your finger at old Mrs. Pendergast and say, “You were wrong!

An infinitive is the form of any verb which starts with the word “to”—to go, to dance, to have written, etc.

It is supposedly a grammar faux pas to split an infinitive by sticking extra words between the “to” and the rest of the verb. However, this is now considered outmoded thinking . . . and it certainly never stopped Captain Kirk and the crew of the Enterprise from heading out into space, to boldly go where no man had gone before.

In fact, the split infinitive is often clearer than the alternative. Which of these sounds better to you?

Carl’s nasty old landlord threatened to double the rent, plus even more of an increase on top of that, if Carl went to the rent board about the broken washing machine.Carl’s nasty old landlord threatened to more than double the rent if Carl went to the rent board about the broken washing machine.

You’ll be glad to know it’s finally considered okay for you to boldly go and split some infinitives, too.

The Golden Grammar Rule for Busy Bloggers

We’ve covered a lot of ground here—thank you for sticking with me! Clearly, you are a tenacious soul. :)

I’d like to leave you with one closing thought.

One word, really.

Consistency.

We are a pattern-seeking species—something that is hard-wired into us for basic survival reasons. Our nervous systems are keenly attuned to inconsistencies in our environment.

It doesn’t matter whether it’s the subtle striping of a tiger through the bushes or a set of square brackets instead of the usual curved parentheses—our primitive brains don’t register relative importance, only difference. They simply flash the signal, “Something is wrong here.”

Whether this response is conscious or unconscious, that is not the feeling you want your readers to have.

That’s why I’ve stressed consistency throughout this post, and why you should aim for it in your writing. Here’s one great way to ensure it.

Ever wonder how professional copy editors can catch a misspelled name on page 549 of a manuscript when it hasn’t appeared since page 23? They use a nifty little device called a style sheet.

I suggest you do the same.

A style sheet is a quick-and-dirty list of your key editorial decisions, all in one place so that you can check it easily. Whenever you reach a new decision about how to handle something, it gets added to the list. This personal set of editorial standards helps you write more consistently over time.

  • Does that author you refer to all the time spell her name Catherine or Katherine?
  • Do you vacillate between writing email and e-mail?
  • Have you decided to call your webinar series “Best-Kept Secrets of Highly Amazing People” or “The Best-Kept Secrets of Highly Amazing People”?
  • Do you have a hard time remembering that decades should be referred to as the ’60s and ’80s rather than the 60’s and 80’s?

Jot it down or type it into a running document. When you need to check because you’ve pulled another all-nighter and you can’t see straight, let alone remember such mind-numbing little details, they will be there for you.

Get Ready to Banish Your Grammar Gremlins for Good!

Your time is your most valuable resource. It’s the only thing you have that can’t be renewed.

Obviously this means you want to spend as much of it as you can on high-level activities, creating and sharing the things that only you, of all the people in this world, can contribute.

But you also want to be sure that you’re doing that clearly and convincingly through each and every blog post you publish. And that means a certain amount of time spent on grammar. It’s simply a part of crafting your message.

But now you can minimize the time you spend on this in two ways:

  1. Bookmark this post. The more you refer back to it, the more quickly you’ll find what you need. And the more often you use it, the better you’ll internalize the information, so that over time you’ll automatically remember more and more of the rules and guidelines on your own.
  2. Start your own style sheet. (See the section just above.) Take the extra moment to record each editorial decision you make, A few minutes here and there, in the beginning, will pay off hugely as a time- and stress-saver down the road once you have a nicely comprehensive list of “how you do things” when you edit your own posts.

Both of these resources will help you become a faster and more efficient self-editor, freeing up more time for the creative work that is at the heart of what you blog about . . . and why you blog in the first place.

Go get ‘em, you creative thinker, you.

About the Author: Michelle Russell (who spontaneously learned to read before she was four and hasn’t stopped since) has been a freelance proofreader, copy editor, and general wordsmith for over two decades. Check her out at Michelle-Russell.com or say hello on Facebook.

 

BUSINESS NARRATOR/BUSINESS NARRATION WRITER: Creative Non-Fiction to Help Your Business Grow

This article, which I shared with Launch Port, on business and corporate narration, has led me to the decision that I will now start offering my professional writing services for Business Narration. Or rather, to be more accurate and specific, that I will now add Business Narration to the list of business and writing services I offer my clients.

I am already an excellent storyteller and journalist, as well as a very good business and copy writer.

So combining those two capabilities and skills and fusing them into a single new service line only makes a great deal of sense to me.

So beginning in this year, 2015 AD, I will be offering my services as a Business Narrator to all of my clients, new and old. If you are an entrepreneur, a start-up venture, a company or corporation, or a long established business that would like to better communicate your story to the world then I will be happy to help you construct the Narrative of your business or venture so that you can effectively and profitably share it with others.

If you would like to see examples of my Work and Writings (including my Narrative Writings) then you may look here:

Launch Port

Wyrdwend

Tome and Tomb

The Missal

PROPER CLIENT TARGETING

A very good article on client-targeting for copywriters. But it has much wider applications to multiple fields of career and business pursuits.

How to Find Clients Who Will Pay You What You’re Worth

When you first hang out your copywriting shingle, you’re excited. You’re eager to show the world your new skills and start making money. Yet, many beginning copywriters lack a critical skill in these early days.

It’s the skill of “qualifying” your prospects. Developing this skill is crucial for your bank account, your enthusiasm, and your sanity. The faster you realize it, the sooner you’ll be profitable.

Why “People Who Eat” is a Not a Target Audience

A food and wine marketer I know said one of her clients described her target market as “people who eat.” Hmmm … what do you think? While everyone eats, everyone is not interested in taking gourmet-cooking classes. Even if they are interested, they may not have the time or the money. So “everyone who eats,” is not a prospect.

Do you see the difference?

Now, let’s turn to the beginning copywriter who thinks “everyone” is their prospect. Have you ever thought that every business around you needed your marketing help? Better yet, that they wanted your marketing help and were ready and willing to pay for it?

There was a time I believed this. Luckily, I got on board with reality fairly quickly.

But I hear this notion from my fellow freelancers all the time. Complaints from a graphic designer who keeps asking me how to get clients. Questions from a new copywriter who wants to know how to find clients to pay her.

I respond with the same parameters I’ve used to refine my business as I grow…