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Becky Tumidolsky, B2B Content Writer

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How to Write Top O’ The Funnel Content That Works Like a Charm

March 1, 2015 By Becky Tumidolsky Leave a Comment

 

Top O The Funnel Content

 

Are you a marketer who’s hoping to luck out with your next piece of brand awareness/attraction content?

Well, I’m afraid luck has nothing to do with it.

As a B2B content writer, I’ve spent many years at the Top O’ The Funnel, where articles, blog posts, presentations, and similar forms of content reside. The Top O’ The Funnel can be a magical place full of wonder and charm. Or it can be a no man’s land—dull, desolate, and depressing.

It all depends on the caliber of content you’re producing.

Great Top O’ The Funnel content lights a spark, lingers in the consciousness, and draws prospects closer.

Bad Top O’ The Funnel content (a broad category that spans from mediocre to tragically funny) leaves audiences wondering why they bothered. And the “thud” you hear—the sound of content falling flat—makes you feel like you’ve wasted your time, resources, and creative energy.

So what makes the great stuff engaging and effective? What makes the bad stuff annoying, cringeworthy, or forgettable?

I’ll break it down for you here.

 

The Hallmarks of Great T.O.T.F. Content

Top O’ The Funnel content is not, “Here at Company X, we’re industry pioneers. We do great things for our clients. And we continue to earn recognition and respect.”

In other words, content is not copy.

Top O’ The Funnel content differs from traditional marketing copy (say, a print ad or brochure) by way of the personality it conveys and the feelings it inspires.

Ideally, when you sit down to write T.O.T.F. content, you’re launching from an emotional place (passion and empathy) rather than your knowledge base. Your aim is to build a relationship, not spout impressive facts. You’re letting yourself be human—and vulnerable—to touch your prospects more deeply.

Here are the four characteristics of Top O’ The Funnel content done right.

 

Easily Digestible Format

You could be the most eloquent public speaker in the world, translating your subject-matter expertise with skill and finesse. But if you made your way onstage in a tattered, ill-fitting suit and cheap shoes, no one would take you seriously.

How you present your brand is critically important. Here I’m referring to organization and appearance—the look and feel of your content.

  • Are your accompanying photos/graphics first class and customized to represent your brand?
  • Is your content broken up into scannable portions?
  • Does the text flow easily, both visually and logically?
  • Are you using subheads to clearly and cleverly convey meaning?
  • Are your spelling, punctuation, and grammar PERFECT?

If you can’t confidently answer “yes” to all five of these questions, you’re not ready to publish.

 

Ego-Free Narrative

Your prospects really don’t care about you or your brand. They aren’t interested in the office-party pictures you post or your recent inclusion on some “best of” list.

If you deliver self-centered content like this consistently, you’re making yourself—rather than your ideal prospect—the hero of your brand story.

As a Top O’ The Funnel content creator, your job is to understand your prospects’ needs, anticipate their questions, and help them overcome challenges. In essence, you’re giving audiences exactly what they want and need, no strings attached.

The message your egocentric T.O.T.F. content sends is this: “We assume you care as much as we do, or we believe you should. We lack the capacity or will to connect with you meaningfully.”

At the Top O’ The Funnel, you must take yourself out of the equation. Conceive and write content from your prospects’ vantage point. Steep yourself in their world.

  • What do they care most about?
  • What are their biggest hang-ups and turnoffs?
  • What kinds of shared experiences can they relate to?
  • What kinds of cultural references will resonate?
  • What might inspire them, make them laugh, lighten their load, or brighten their day?

If you care enough and take the time to do your homework, it will show. Your prospects will know they are driving your content efforts, and they’ll appreciate it. Thus they’ll be more likely to engage with your content, share it, and come back for more.

 

One-on-One Conversational Feel

So you’re bursting with industry expertise and dying to share it. That’s great! Be as generous as you wanna be. Just remember: At the Top O’ The Funnel, you’re not addressing your peers. The people you’re trying to reach aren’t living and operating in your industry or technical bubble.

Here’s how you can meet your prospects in their comfort zone.=

  • Distill the information and ideas they will value most.
  • Simplify your language (syntax, sentence length).
  • Illustrate by example.
  • Be warm, friendly, and conversational.
  • Add some special sauce—your unique voice. Inject some personality where you can.

In short, write like you’re having a conversation with a friend—someone you’d like to get to know better, build a relationship with, and keep around for a while.

 

Demonstrates True Thought Leadership, Where It Exists

Many of us have read this someplace: “Want to be a thought leader? Step 1: Start a blog!”

Don’t be fooled. Content is not thought leadership. Content is just a means of transmitting thought leadership in a way that serves readers.

Experts define thought leadership as a fundamentally new way of viewing the market landscape, conducting business, or solving problems. It’s the intellectual heft and courage to question, rethink, and disrupt the status quo. It can’t take root without deep, Zen-like awareness and reflection.

If your goal is to be seen as a thought leader in your industry, that’s not a marketing goal. It’s an organizational goal that requires far more than a clever campaign toachieve.

Truthfully, that bar is too high for most of us.

But if you do have something revolutionary to offer, content is the perfect means of broadcasting it—not as a subject-matter expert, but as an audience advocate.

 

How Do You Judge Top O’ The Funnel Content?

What’s your formula for outstanding Top O’ The Funnel content? What T.O.T.F. blunders drive you crazy? Please share your thoughts in the comment section below.

 

Since 2001, Becky Tumidolsky has written awareness-building content for B2B brands and their discerning audiences. Her work has appeared in leading publications such as Forbes, U.S.News & World Report, Bloomberg Markets, Newsweek, and Inc. as well as corporate blogs, websites, white papers, and other content assets.

Becky loves writing fluid, error-free prose. She’s even more passionate about building the foundation for her work—uncovering core brand distinctions, framing them thematically, and developing fresh, compelling narratives that advance corporate strategies.

Follow and connect: Twitter| Google+| LinkedIn| Facebook

Why Military Wives Are Content Masters (and What You Can Learn From Them)

February 14, 2015 By Becky Tumidolsky Leave a Comment

 

 

I’m a B2B content writer. I’m also the proud wife of an Army pilot.

For a long time, I saw these as two different hats I wear. Different arenas, different perspectives. Different lessons.

Boy, was I wrong.

I had this epiphany recently, a few days after my husband said goodbye to members of his battalion who were deploying to the Middle East. I’d been through two deployments myself—first, struggling to care for a newborn; later, with two young children under the age of 5.

Those two years apart were no picnic. Time stood still for our family. My best friend was gone—and in harm’s way. I had no alpha male around to calm and collect our two boys. Or me, for that matter.

But these separations also made me a stronger person. A better listener. And, as it turns out, a better content writer.

Here’s what I learned then, and how you can apply those lessons now.

 

 

Practical and Emotional Needs: A World Apart

Military wives left to defend the home front have two layers of need. Both layers are important. In some ways, they go hand in hand.

But they can’t be addressed the same way.

One of them requires a lot more dedication and finesse.

Your prospects’ needs are layered the same way. Understanding the difference, and why it matters, is what separates great content from the rest.

 

#1: Practical (Surface Level)

Day to day during the deployment, I had a variety of practical needs. Some cropped up suddenly, some were anticipated, and some were ongoing.

Who should I call to fix this leaky pipe?

Who will I enlist to mow our lawn? Trim our trees?

Who can help me with the kids now and then?

I needed to find qualified, reliable people for these jobs. But that was never a problem. I’d get a good recommendation from someone. Or work out an arrangement with a neighbor. Or research top-rated service providers.

I knew I had lots of people, places, and search engine results I could turn to for practical solutions.

When someone would say to me, “I know a guy,” I felt assured.

When the guy showed up and solved my problem, I thanked him and wrote him a check. I felt relieved.

But these interactions were like Snapchat conversations. My impressions and feelings were positive, but they were fleeting.

 

#2: Emotional (Deep-Seated)

Well below the surface lay the emotional needs. These included the need to be understood, supported, and encouraged.

Talk about “pain points.” The practical stuff doesn’t compare!

Military wives are expected to carry on with a brave face while their spouses serve overseas. But here’s what many of them experience out of sight.

Anxiety. Fear.

Isolation. Sadness.

Frustration. Boredom.

Feeling like a third wheel around intact families.

Concerned about appearing needy or weak.

These emotional needs are deep and complex. They color every interaction; they inform every decision.

Not many people are capable of meeting these needs. Even fewer are willing to invest the right amount of time, thought, and energy. But the ones who do offer the most value.

How? By demonstrating insanely high emotional intelligence (EQ).

Here’s what the high-EQ individuals in my life did for me:

  • They took great interest in me, my family, and my state of mind.
  • They didn’t yammer on about themselves in an insensitive way.
  • They took the time to engage meaningfully, whether the setting was relaxed, fun, or serious.
  • They acknowledged my pain, listened well, and showed genuine concern. They made me feel special and loved.

Needless to say, we grew closer. I got to know them better. I appreciated them more.

And I raved about them to anyone who would listen.

See where I’m going with all this?

 

 

Features vs. Benefits: No Contest

 

We humans like to think of ourselves as rational creatures. [ . . . ] But when you come down to it, emotion always wins.” —Sonia Simone, Copyblogger

Your prospects have real, practical problems. And they need information, resources, and/or products to solve them.

You can provide these things. So can most of your competitors. Your practical capability isn’t your biggest differentiator.

This is why surface-level content that centers on features and ignoresbenefits is neither engaging nor effective. It just adds to the content heap.

  • It doesn’t draw meaningful distinctions.
  • It’s gleefully detached from readers’ motivations and concerns.
  • It’s tone deaf.
  • It’s completely forgettable.

When you encounter this kind of content, does it resonate with you? Does it make you want to learn more about the company? Does it draw you further down the funnel?

Likely not.

Yes, the practical stuff is important. But it’s not the primary material you should use to build content.

In fact, stop hammering away. Lose the content factory mindset.

Be a nurturer. Build relationships instead.

 

 

Outstanding Content Drills Down, Aims Right for the Core

 

When you connect your know-how and enthusiasm to your client’s desires, the magic happens.” —Henneke Duistermaat, Enchanting Marketing

Outstanding content appeals to readers’ emotions. It addressesreal pain points—the stuff that complicates people’s lives or keeps them up at night.

When you sit down to write, don’t aim to impress; aim to inspire. Be authentic. Let your passion for service and your desire to connect light the way.

This is how standout content is built. It’s how fans, brand ambassadors, and customers are won.

Quantity, frequency, variety—these aren’t important. Only empathy matters.

So go forth, and make content that matters.

 

Since 2001, Becky Tumidolsky has written awareness-building content for B2B brands and their discerning audiences. Her work has appeared in leading publications such as Forbes, U.S.News & World Report, Bloomberg Markets, Newsweek, and Inc. as well as corporate blogs, websites, white papers, and other content assets.

Becky loves writing fluid, error-free prose. She’s even more passionate about building the foundation for her work—uncovering core brand distinctions, framing them thematically, and developing fresh, compelling narratives that advance corporate strategies.

Follow and connect: Twitter| Google+| LinkedIn| Facebook

Anatomy of a Winning B2B Blog

January 16, 2015 By Becky Tumidolsky Leave a Comment

 

B2B, blogging, content marketing

 

 

Everywhere you look, you’ll find B2B blogs in bad, bad shape. They’re tripping up. Flailing. Falling flat.

Many businesses give up on their blogs after just a few months. They tire of seeing little or no engagement after posting company updates, random reflections, or dry, insular, industry-related stuff—nothing that would interest the people they were hoping to reach.

But at least these companies were doing it! They were blogging.

Problem is, they weren’t competing to win.

 

 

Unfit B2B Blogs Are Bound to Lose Steam.

Much has been written on the subject of bad company blogs.

Barry Feldman of Feldman Creative had some fun last year eulogizing bad business blogs. With tongue squarely in cheek, he highlighted some of the worst and most common blog offenses.

 

On his TopRank blog, Lee Odden explainswhatB2B blogs need butso often lack:

A successful business blog puts a personality on the company and both listens and responds to the community. [ . . . ] If a company is going to start a blog, they should plan for success rather than treating it like a crapshoot. Commit or go home.

 

B2B marketer Carter Hostelleyputs it as delicately as he can:

We’re not saying that no one cares about how great your user conference is going to be, or your latest customer wins, or even those new exec hires, it’s just that those topics are probably not keeping your prospects up at night.

 

And this, from UK-based Iconsive:

Long words and technical posts do not make your business appear favourable to customers. In fact, people view you and your business negatively when you use language they don’t understand.

 

B2B bloggers who make these kinds of mistakes—rushing in haphazardly without knowing or considering who they’re targeting and why—will never be able to get ahead of the competition, let alone go the distance.

 

 

Is Your B2B Blog Built to Win?

Most B2B blogs feature the same standard parts (headline, body, visuals, etc.), but only a few bloggers know how to develop these parts to achieve their blogs’ full potential.

As successful bloggers can attest, a winning blog takes a lot of work. You must invest fully in giving your readers a uniquely valuable experience.

Does your blog have what it takes to break from the pack?

 

 

Anatomy of a Winning B2B Blog from Words in Effect

 

That’s how I think a winning B2B blog is built. What did I get right? What did I miss? Scroll down a wee bit and let me know!

 

Since 2001, Becky Tumidolsky has written awareness-building content for B2B brands and their discerning audiences. Her work has appeared in leading publications such as Forbes, U.S.News & World Report, Bloomberg Markets, Newsweek, and Inc. as well as corporate blogs, websites, white papers, and other content assets.

Becky loves writing fluid, error-free prose. She’s even more passionate about building the foundation for her work—uncovering core brand distinctions, framing them thematically, and developing fresh, compelling narratives that advance corporate strategies.

Follow and connect: Twitter| Google+| LinkedIn| Facebook

10 Perfect Gift Ideas for Your B2B Content Audiences

December 17, 2014 By Becky Tumidolsky Leave a Comment

http://www.dreamstime.com/stock-photography-festive-christmas-gift-snow-image26291432
Are you a B2B marketer who’d like to say “thank you” to the busy, distracted, time-starved professionals who somehow manage to consume your content?

Would you like to show them how much they mean to you, and how much you care?

For starters, aim higher. Give them the quality content they deserve.

As a consumer of B2B content myself, I take timeout of each workday to read and curate fresh insights, anecdotes, wit, and debate—the kind of content I not only want to share, but can’t wait to share. Finding that one-in-a-million surprise—be it informative, quirky, or scintillating—is a real joy, because it momentarily lifts me out of my stressful daily routine.

That’s how your prospects should feel when they read your article, paper, infographic, social media post, or blog post. You’d like to think they do, because you’re creating content just for them in a spirit of selfless service. (Right?)

Regardless of your content past, ’tis the season to commit to giving the gift of great content in 2015 and beyond. Here are 10 items you’ll most likely find on your audiences’ wish lists.

 

1. Don’t try to impress. Be humble and helpful.

Are you creating content just to seem smart or relevant? If so, please stop.

Crowing about your next-generation, industry-leading awesomeness will only leave your audience feeling like a third wheel next to you and your ego.

Ditch the ego, and let your audiences decide your worth. Share knowledge and ideas freely—with your prospects at the center of your subject-matter universe—and you’ll demonstrate your passion for helping people expand their knowledge and improve their game.

 

2. Be transparent.

I understand the temptation to hurry your prospects through the sales funnel by promoting your brand in your content. Everyone wants to see a return on the content they produce. But here’s the thing: B2B content is a crummy vehicle for sales.

Most business professionals are slow and deliberate about making purchasing decisions, they recoil from aggressive marketing, and they have a keen nose for B.S. The last thing they want is bait-and-switch content (a sleek headline, the promise of useful or entertaining information without strings, and a sales pitch at the end).

If you want to earn your audiences’ respect and trust, don’t try to close the deal too early. If you do, it will backfire on your brand.

 

3. Communicate clearly and error free.

Writers like me aren’t the only sticklers when it comes to grammar, spelling, syntax, punctuation, and sentence structure. Your prospects are a nitpicky bunch, too. They see silly mistakes, confusing verbiage, and disorganized thought as a sign of carelessness and/or incompetence. They’ll make the unfortunate association with your brand. In an instant, the damage will be done.

“Write drunk and edit sober,” that famous line frequently attributed to Ernest Hemingway, is about the best (and most succinct) advice you’ll ever read. You’ll want to write without fear or shame, but you’ll need your feet firmly planted when you edit. And you’ll need to edit on multiple level—everything from spelling and readability to organization and visual presentation. You can’t afford not to.

 

4. Serve ice cream, not whipped cream.

Your audiences want to digest something that’s hearty and satisfying—something that sticks with them for a while. Weightless and fluffy won’t do the job. It’s useless and forgettable.

Do anything you can to avoid rehashing well-worn topics. If you do, offer readers a unique perspective. Don’t just regurgitate facts; take a position. Provide credible support to shore up your material.

If you invest a little more thought and effort, you may wind up creating less content. But your content quality—the bigger concern anyway—will no doubt improve.

 

5. Make your content a two-way street.

Content writing isn’t copywriting. It’s conversation. Think of it as a running dialogue rather than a static presentation.

Make sure you’re speaking directly to your buyer personas in an easygoing, relatable way, as though there’s no one else in the room. Invoke shared knowledge and experiences. Ask for feedback and perspectives. Convey your desire to learn from your audiences, too. And mean it.

 

6. Take an intellectual risk.

The rest of your industry may be thinking or doing X, but you’re tired of seeing X. You’re bursting to do Y.

So do it.

Show what makes you a leader: confidence, expertise, and the courage of your convictions. Boldly go where others in your industry won’t. Welcome resistance and debate. Field questions and counter challenges like the happy warrior you are. Your audiences will appreciate it.

 

7. Take a creative risk.

Your prospects are getting buried in a growing heap of boring, uninspired, conformist content. The risk-averse B2B marketers creating it feel bound by current industry practices or perceived standards and expectations.

The best gifts, however, are the ones we least expect.

Give your audiences a happy surprise: an off-the-wall graphic, an intriguing hook, or a dash of self-deprecating humor. Trade in your corporate voice, your stuffy suit, and your torturous heels for passion, empathy, and authenticity—you know, the stuff that makes people laugh and nod in agreement and start to think of you as a trusted friend.

 

8. Emphasize good design.

Your content needs to be as user friendly and aesthetically pleasing as it is well written.

  • Choose your image(s) wisely—no stock photos, unless you can haul them into picmonkey.com and add your own distinct touches.
  • Pay close attention to colors, fonts, and white space.
  • Be on guard for potential distractions, and eliminate them.
  • Make your content easy to scan and easily digestible by breaking up monolithic paragraphs and using subheads and bullets.

 

9. Provide real value—every time.

Content that serves as a handy, useful reference has a good chance of easing your prospects into a closer relationship with you. If done and marketed well, an eBook or white paper may just be the incentive they need to trust you with their contact information.

When your prospects do sign up, continue to treat them with respect. Don’t flood their inboxes. Only send them emails that are worth their time and attention. Your continuing purpose should be to lead your prospects down the path to improving their own lives.

 

10. Be your audiences’ biggest champion.

Work hard to understand your prospects. Be empathetic. Respect their feelings, concerns, and reservations—particularly when it comes to making leaps of trust (i.e., reaching out to do business with you) with their brand reputation and career aspirations hanging in the balance.

Ultimately, your content success depends on whether your audiences feel valued. If you show them the best side of your brand and make clear they are your raison d’etre, they may just become ambassadors or clients. And these are the gifts that keep on giving.

 

 

Since 2001, Becky Tumidolsky has written awareness-building content for B2B brands and their discerning audiences. Her work has appeared in leading publications such as Forbes, U.S.News & World Report, Bloomberg Markets, Newsweek, and Inc. as well as corporate blogs, websites, white papers, and other content assets.

Becky loves writing fluid, error-free prose. She’s even more passionate about building the foundation for her work—uncovering core brand distinctions, framing them thematically, and developing fresh, compelling narratives that advance corporate strategies.

Follow and connect: Twitter| Google+| LinkedIn| Facebook

Making Native Advertising a Respectable Practice

November 19, 2014 By Becky Tumidolsky Leave a Comment

Native Advertising final2

 

If the title of this post made you roll your eyes, I’m sure you’re not alone.

These days, native advertising is a hot topic, and marketers from shore to shore are piling on. Some argue that native advertising, by virtue of its attempts to blend into its surroundings, is (at best) a cause for concern—though not irredeemable.

At worst, it’s a vile, sinister ploy that has seduced publishers and “defeated journalism.“Per Andrew Sullivan:

Advertising snuck into the editorial pages in a way that advertising has always wanted to do. It used to be an axiom that the job of journalists was to be resistant to that and sustain the clear distinction between advertising and journalism. One side has effectively surrendered.

Now hold on there.

I agree that some outlets have labeled native advertising less clearly than others. This is certainly a valid criticism. But demonizing native advertising—a widespread practice that’s not going away any time soon—as a whole? To me, this seems a bit over the top.

In 2001, I began my freelance career writing editorial-style business profiles (commonly referred to as “advertorials”) for promotional sections in big-name publications. I’ve written for a lot of great B2B organizations, from solo practitionersto Fortune 500s. These marketers aren’t looking to manipulate gullible readers; they just want to reach new prospects, elevate their brand by way of conferred prestige and authority, and present themselves in a manner befitting the publication in which they will appear.

Where’s the shame in that?

 

 

Native Isn’t Content. But It Is. Sort of.

 

Native advertising is nothing to fear. It is evolving into the perfect mash-up between the needs of advertisers, publishers, and consumers in a package that is non-intrusive and interesting. As long as ads are consistent with a publisher’s editorial vision, ethically disclosed to the consumer, and generate real engagement even after the user clicked through to the advertiser’s website, native advertising can be an effective way to reach audiences. —Maria Shinkevich, CMO for MGID

 

Respected authorities like CMI’s Joe Pulizzi argue that native advertising and content marketing are entirely different creatures because one is rented and one is owned. Joe took great issue with a recent article in the Wall Street Journal that appeared to conflate the two.

But Joe also writes that native advertising can be a useful tool to “(legally) steal audience” and drive them to brand-owned content channels. As Joe describes it, native advertising is “usually content based.”

The information is usually highly targeted (hopefully) and positioned as valuable, or similar to the value of the “real” content on the publisher’s site. But again, in native advertising, you are renting someone else’s content asset (just like advertising), except that you aren’t pimping a product or service.

As someone who makes her living writing B2B brand stories for both rented and owned platforms, here’s my take: If it looks like a duck, walks like a duck, and quacks like a duck—no matter who owns it or where people find it—it’s still a duck.

If done well, native advertising (like content marketing) is a great way to connect with audiences. If done poorly (again, like content marketing), it can leave a brand’s reputation in tatters.

 

 

Thing Is, It Works . . .

To the chagrin of those who dislike them, native ads aren’t just an effective way for brands to gain exposure via highly visible space on a respected stage. According to research conducted in 2013 by IPG Media Lab and Sharethrough, native ads actually rival editorial content in terms of the length of time audiences spend viewing them. And nearly a third of the respondents in this study said they would share native ads with family and friends.

Here’s a breakdown of the research results.

 

Sharethrough--native ads infographic

 

 

. . . As Long As Marketers Respect Their (Rented) Audience

 

Those publications that are pioneering native ads are usually good at making sure the quality of the content is high. They won’t just commission content (for money, we should make clear), but work with individuals writers or marketers so that it feeds an audience need. —Tony Hallett, Collective Content (UK)

 

Native advertising offers marketers a shot at new audiences via established outlets that can lend some prestige and help elevate brands. As such, it demands the same thoughtfulness and care as content marketing. Make no mistake: It is not an invitation to pack five pounds of canned s**t in a three-pound box.

To rise to the occasion and make a meaningful impact, native advertisers must:

 

Think Like a Journalist.

Flesh out your five W’s. Connect through resonant stories, familiar experiences, and simply translated expert knowledge.

Be authentic! Dump the contrived quotes and well-worn industry catchphrases.

Meet audiences’ expectations for seriousness; exceed their expectations with a unique angle, strong voice, and clever style.

 

Write Like a Professional.

Native advertising must be as solidly constructed, eloquently written, and meticulously edited as the editorial content that surrounds it.

Best advice I can give: If you’re not a seasoned writer—someone with the keen sensibilities of a marketer, a journalist, and a strict grammarian—find someone who is.

 

Deliver a Seamless, Engaging Experience.

Readers will stumble upon your content while browsing a source they respect—one that exists solely to serve them. They expect your brand story to be tailor-made for them as well—attuned to their perspective, their needs, and their concerns. Nothing will destroy your pact with readers faster than self-indulgent, unqualified claims of greatness and sales pitches masquerading as “helpful information.”

Like any good content marketer, make it your aim to serve readers, period.

 

 

Where Do You Stand?

How do you feel about native advertising, from both an ethical and a practical standpoint? Please sound off below.

 

 

Since 2001, Becky Tumidolsky has written awareness-building content for B2B brands and their discerning audiences. Her work has appeared in leading publications such as Forbes, U.S.News & World Report, Bloomberg Markets, Newsweek, and Inc. as well as corporate blogs, websites, white papers, and other content assets.

Becky loves writing fluid, error-free prose. She’s even more passionate about building the foundation for her work—uncovering core brand distinctions, framing them thematically, and developing fresh, compelling narratives that advance corporate strategies.

Follow and connect: Twitter| Google+| LinkedIn| Facebook

The Perils of Writing Poorly: Is Your Copy Possessed?

October 17, 2014 By Becky Tumidolsky Leave a Comment

exorcist-regans-window

 

Copywriting can be a dangerous pursuit. Each time an inexperienced, harried, or careless writer begins to fill a blank page, he or she unwittingly opens the door to a dark possibility.

I’m speaking, of course, about copy possession.

Great copy is easy to spot: It’s coherent, free-flowing, and well reasoned. It speaks in an engaging voice and embraces the reader like an old friend.

Possessed copy repels at first sight. It growls, it barks, it speaks in strange tongues. It taunts readers and mocks their standards and expectations. 

If your copy is written with all the clarity, fluidity, and appeal of a federal tax form, you’re fighting a losing battle for audiences’ attention and respect. The moment your possessed copy goes live, there isn’t a prayer in the world that can save your brand.

 

 

Content Is Forever. Exorcise the Demons Before You Publish!

 

Warding off evil spirits isn’t easy, but it’s a fight we marketing professionals can’t afford to lose. If all this seems a bit too unsettling, perhaps it’s time to consider hiring a qualified writer with experience in these matters—someone who can charge into battle without fear.

For content creators who decide to go it alone, the following tools and tricks offer some measure of protection. (The rest depends on your analytical process, your writing skills, and the creative risks you’re willing to take.)

 

 

Make an outline.

In the early part of my writing career, I almost never jotted down a framework before I wrote. I felt it hampered the creative process. Then I went to graduate school and wrote outlines just to make it through each day. That experience changed everything.

Organizing your thoughts on paper (and putting flesh on the bones as you go) ensures all the points you need to include flow logically and form a cohesive whole. Afterward, you can go back and fine-tune your copy so your final product is greater than the sum of its parts.

 

 

Focus on your audience.

Your work is meaningless if it’s misinterpreted or poorly received. Put yourself in your readers’ shoes. They’ll wonder what your purpose is, what your point is, what it means for them, and why they should care. You should have concrete answers to these questions before you lay a finger on your keyboard.

 

 

Have a good grammar guide handy.

Run-on sentences, seemingly random punctuation, series that aren’t parallel, modifiers that dangle: These hideous manifestations of apathy and ignorance can inspire a range of audience reactions, none of which are good for your brand.

I recommend The Copyeditor’s Handbook: A Guide for Book Publishing and Corporate Communications by Amy Einsohn and A Pocket Style Manual by Diana Hacker and Nancy Sommers.

 

 

Consult a dictionary as often as necessary.

Misspelled words (e.g., seperate), confused homophones (insure vs. ensure) and nonexistent words (irregardless) are telltale signs of possession. Your readers will have a hard time forgiving such easily preventable mistakes. For the love of all that’s good and decent, look up words you’re not sure about. I’m a Merriam-Webster girl, myself.

 

 

Don’t ramble.

Content volume is exploding. Attention spans are shortening. People are busy as hell.

Rambling sentences and paragraphs have no place in your content. Look for ways to break things up whenever possible—as long as you don’t swing wildly in the direction of short and choppy. (As in all things, balance is the key to happiness.)

It would also be helpful to review your sentence structure—are you varying it enough?—and to eliminate unnecessary words. You don’t need a damned adjective for every damned noun, and you don’t need a damned adverb for every damned adjective or damned verb. (Damn it.)

 

 

Copywriting Is a Test of Mettle. Excellence Is a Hard-Earned Victory.

 

Good copywriters make the process look easy, but I can assure you it’s not. It requires a big emotional and intellectual investment, serious self-discipline, and lots of stamina.

Outlining points of emphasis, reviewing picky grammar rules, eliminating redundancies, checking for consistency, retooling sentences and paragraphs—though not especially glamorous, these are mission-critical tasks for marketing writers. It’s how we vanquish the demons that threaten to consume our message. Great content just isn’t possible otherwise.

Before you tackle your next copywriting project, ask yourself this question: Am I prepared to do whatever it takes to protect the soul of my brand?

 

Since 2001, Becky Tumidolsky has written awareness-building content for B2B brands and their discerning audiences. Her work has appeared in leading publications such as Forbes, U.S.News & World Report, Bloomberg Markets, Newsweek, and Inc. as well as corporate blogs, websites, white papers, and other content assets.

Becky loves writing fluid, error-free prose. She’s even more passionate about building the foundation for her work—uncovering core brand distinctions, framing them thematically, and developing fresh, compelling narratives that advance corporate strategies.

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