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Tips & Tricks – Writing to Impress Rather that Inform

Admin — Tue, 17 Aug 2010 15:30:17 +0000

Novice writers sometimes fall into the trap of writing to impress rather than inform. It is easy to spot this style of writing, as it is full of verbs used as nouns, nouns used as verbs, multiple words when one simple word will do, and passive voice. Here are some examples:

Verb used as noun:
- The Day at the Races program is an affordable way to fundraise.
- In the illustration, we have dollarized the value of the inventory.
Noun used as verb:
- The swimmer medalled in his race.
- Jack and Jill parented the visiting children.
Multiple words used where one is sufficient:
- I will make reference to this situation.
- If I can be of assistance, please contact me.
Passive voice:
- The story was told repeatedly by Robert.
- Photos were contributed by all the participants.

Good editing will eliminate these bad habits.

When the sentence calls for a noun, use one:
- The Day at the Races program is an affordable way to raise funds.
- In the illustration, we have assigned a dollar value to the inventory.
When the sentence calls for a verb, use one:
- The swimmer won a medal in his race.
- Jack and Jill acted as parents to the visiting children.
Simplify to a single word whenever possible:
- I will refer to this situation.
- If I can assist, please contact me.
As a rule, use active voice:
- Robert repeatedly told the story.
- All the participants contributed photos.

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Twitter Weekly Updates for 2010-08-13

Admin — Sat, 14 Aug 2010 04:30:00 +0000

Poll: Consumers are still focused on savings http://sbne.ws/r/5iWz #
Vice brings the cool to buttoned-up brands http://sbne.ws/r/5iWB #
http://multibriefs.com/ViewLink.php?i=4c5af8e338491 #

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Idea Corner – Useful Tool for any writer

Admin — Thu, 12 Aug 2010 17:01:20 +0000

A very useful tool for any writer is a swipe file, a place to collect examples of effective writing that comes to your attention. A swipe file can contain anything you want it to – headlines; introductory paragraphs, body copy, guarantees, interesting phrases or slogans, display ads, direct mail marketing pieces, e-mail messages, graphics, photos – anything that might serve as a future idea starter. It is a good idea to organize your swipe file into subsections to make searching for ideas easier, and to base it on hard copy rather than digital files.

Look for material for your swipe file in anything you come across that is sales-related. Instead of tossing direct mail marketing pieces unopened, take a look and see if thereís anything suitable for your swipe file. Likewise for e-mail advertising messages. The more you view and collect, the more useful your swipe file will become.

Do keep in mind that the purpose of a swipe file is to generate ideas, not to plagiarize. Your goal is to adapt the information in your swipe file to your own needs, not to copy it outright.

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Twitter Weekly Updates for 2010-08-06

Admin — Sat, 07 Aug 2010 04:30:00 +0000

QR codes promote Fox shows http://sbne.ws/r/5iWv #

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Twitter Weekly Updates for 2010-07-30

Admin — Sat, 31 Jul 2010 04:30:00 +0000

Haagen-Dazs launches scratch-and-win promo http://sbne.ws/r/5fPw #
Retailers mobilize to reach back-to-school shoppers http://sbne.ws/r/5fPy #

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Twitter Weekly Updates for 2010-07-23

Admin — Sat, 24 Jul 2010 04:30:00 +0000

Saving money is fun, consumers say in survey http://sbne.ws/r/59B2 #
The BQ Tips Branding Blog: BQ Tip # 14: Your Brand is in the Eye of the Behol… http://goo.gl/b/7iST #
The BQ Tips Branding Blog: BQ Tip # 15: Touchpoints Make the Brand http://goo.gl/b/INkr #
http://contenta.mkt230.com/mson/2010/07/21/JeOXpoV0jgcH/index.html #
Hello! Root Creative Group began sending our our new monthly e-newsletter, Root Mail. Each month we provide helpful ti…http://lnkd.in/Qzm7nX #
RT @BRANDPACKAGING: Häagen Dazs' taste-full redesign
http://cot.ag/cUxLHH #in #
Barbie fans get clued in via a social-media scavenger hunt http://sbne.ws/r/5cIH #
Inception: multichannel marketing that works like a dream http://bit.ly/ctsOpR from @econsultancy #
Root Creative Group can design you next E-Mail campaign, http://lnkd.in/8PNGHT http://lnkd.in/sppVC_ #

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What’s Your BQ?

Admin — Thu, 22 Jul 2010 16:43:43 +0000

What’s Your BQ?(Brand Quotient) author Sandra Sellani shares practical tips that you can use immediately to build your brand and your business. Great book and resource for helping your business.

http://bqbrandingblog.blogspot.com/

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Tips & Tricks – Areas of Expertise

Admin — Wed, 21 Jul 2010 15:30:15 +0000

If you are in business, you have developed areas of expertise that other people are interested in. For example, you know how to differentiate your product or service from your competitors – why what you are offering is superior and worthy of consideration. That becomes the basis for a checklist of what should be considered before making a purchase. And that type of information is valuable to others.

If you have been in business for a while, you may have several areas of expertise that you can share and many options for getting the word out. An informational brochure and a periodic newsletter are two commonly-used and relatively inexpensive methods. Others are writing a column for a local newspaper or sending a post card as part of a direct mail marketing campaign. A more ambitious method is to hold a seminar or demonstration on an informational topic or offer a presentation as a public speaker for community groups. Writing a blog is a new and increasingly popular method.

For subject matter, use topics that help your target audience with their problems.

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Twitter Weekly Updates for 2010-07-16

Admin — Sat, 17 Jul 2010 04:30:00 +0000

Highway billboard smells and sells http://sbne.ws/r/59B0 #
Smartphones may be checkouts of the future http://sbne.ws/r/59B4 #

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Idea Corner

Admin — Fri, 16 Jul 2010 17:51:23 +0000

A recent survey of small businesses owners conducted by the Hewlett-Packard Company revealed that very few felt confident about their marketing efforts. Almost half (46%) claimed not to have any general marketing expertise, 60% said they could be doing a better job as marketers, and only 18% felt confident about creating their own marketing material.

If this describes you, then take note: we can help. Many of Roots small business customers routinely turn to us for help with developing a promotional campaign, creating a logo and graphic identity, and writing sales-related copy. Because we have worked with so many companies over the years, we have developed sensitivity for what works. Using a series of probing questions, we’ll guide you through the process of determining who your target audience is and how to reach them. For more information or to make an initial appointment for a consultation, contact Tod Driver at 949.581.0700 or email to tdriver@rootcreativegroup.com.

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