When it comes to content, online users don’t like to read. They scan. Is your content easy to scan?

There are some surefire ways to make sure that your content is scannable. Here are a few things you can do to rewrite your content so that readers can scan it more easily:

• Lists - There are two types of lists: Ordered and Unordered. An ordered list is numbered, and unordered list is simply a list of bullet points. If you break your points down into lists, either ordered or unordered, then you make it more scannable.
• Bold Text - Bold text is easier to read, but too much can be worse than not at all. Knowing what to bold and when is half the trick, but if you use bold text effectively then you’ll make your content more scannable.
• Subheads - Subheads are headlines, or titles, that break up the text from paragraph to paragraph. You really shouldn’t go more than two or three paragraphs without a subhead. Usually, your headline is an h1 tag, but a subhead can be an h2, h3, or h4, usually 2 or 3. This makes it larger than normal font, but doesn’t compete with the main headline on the page.
• Hyperlinks - The links on a page make certain keywords and phrases stand out. Carefully placed, you can make your content more easy to scan.
• Underlined Text - Underlining text without bolding it can be useful. Hyperlinks are generally underlined, but you can underline text without hyperlinking it too. Just be careful not to do it too much.
• Italics - Italics is another useful font design tool. Again, too much can hurt.
• White Space - You’ll be surprised at how much white space can make your page more scannable. It can really enhance the content you do have. You just have to know how to use it.

If you make your content more scannable you will likely find your web pages converting more sales.

James Chartrand reminds us that life is full of stories:

A good story grabs anyone’s attention. We love stories. We listen to the tale and imagine everything in our mind’s eye. We experience emotion and are compelled to take action because of the stories we hear.

In fact, as Seth Godin says, “All marketers are liars,” That is, story tellers. If you are trying to market a product or service then you need to develop the story first. Then tell it.

Make sure that when you create your story that you are not just writing for entertainment. You are writing to sell. And there’s a difference between storytelling for selling and storytelling for entertainment. That’s not to say that sales stories can’t be entertaining, but at the end of the day it’s all about closing the sale. Make sure that every element you put into your story moves the reader in the direction of that sale.

Holly Buchanan wrote a humorous piece on Groddotcom about staying in hotels. Once you get through the chitter chatter about mouthwash as shampoo and shampoo as shaving cream, there’s some real meat in this little post.

The gist? Be clear.

Yeah, she’s talking about being cute. As in, don’t. Or, at least, don’t let it affect your clarity.

Online, people don’t have the benefit of hearing your tone of voice or seeing your body language. All they have are words on a screen. That increases your chances of miscommunication. So when you write about things online it is always best to go for clarity more than humor or cuteness. It’s a good point and Holly Buchanan makes it well, even cutely.

Learn more about Maverick Copywriting Services.

How often have you received a business related email that started with something like “Hey!” or “Hi there”? Probably too often. Originally, business writing was about as formal as you could get, with specific greetings like “Esteemed Sir” and the like. It was a different age, to be sure, but even these days, we expect business writing on paper to be more formal than we would expect a letter from a friend.

So, is it ok for business writing in email to be so laid back? Is that the norm now? Should you be writing formally or casual?

The truth is that you can almost never be too formal, but you can certainly be too casual. So it´s probably better err on the side of formal. You want to make a good impression and “hey” isn´t a good way to do that. Start your letter off with a “Dear Sir/Ma´am” or even just the person´s name.

Proper business writing calls for an introduction, body and closing paragraph. No matter what tone you write your email in, these are three things that should always be remembered and incorporated into business writing. Or, as I´ve heard many a time, “Tell them what you´re going to say, say it, and then tell them what you said.” It may seem redundant, but it´s a good way to clarify things and be sure that everyone understands what you´re talking about.

Business writing in email doesn´t necessarily have to be as formal as paper, but it also shouldn´t be as casual as what you would write a friend. Use your judgment and base your letters on the formality you use on your website. That´s probably the best way to go, since people will no doubt be clicking on your link to check out your site before replying.

Remember back in school when you had to learn how to write a letter? There was a nice, neat formula that you followed to do a proper business letter . . . business writing skills were valued. Now, many people have abandoned these practices in email marketing and write like they are shooting off a text message to a friend. Online business writing can still be formal and should be respectful of the people you are talking to.

Things to Avoid in Business Writing for Email Marketing

• Don´t use smiley faces or fun animated icons. These convey a very unprofessional tone to your client or business partner.

• Start your email with a formal greeting. Don´t just begin with “hey”, remember your business writing education and begin with “Dear Mr. Lann” or something equally formal.

• End formally. This is pretty basic business writing, but most people forget it in email marketing. Using something like “Sincerely” gives a more professional impression than “Talk to you later”.

• Have all 3 parts included. Remember those? The Introduction, Body and Summary? Following these rules for your emails will make them nice and easy for your business correspondents to read.

• Avoid using slang. Using words like “cool”, “awesome” and the like will not only date you, they will cause your client to think that you are not very professional. Use proper English and grammar to create a good impression.

Business writing is still a good idea. Exercise it when you are doing your email marketing to ensure that you have the best results and come across as a real professonal.

Many small business owners are intimidated when it comes to writing. You don’t have to be.

In the past, pre-Internet days, business writing tended to be “stuffy” and technical. It still is to some degree, but the Internet has taken a lot of the “stuffiness” out of the mix. You can write for businesses in a way that is friendly and personal, yet professional. This is the new form of business writing. People really want to know who you are and there is no better way to reveal yourself than through your writing.

Business writing is still all about business. Bottom line: You are trying to make the sale. But you are not necessarily selling it hard. Instead, sell it softly. Be yourself. Whether you are writing a blog, a post card, a brochure, your company newsletter, or your website content, let your personality shine through. People want to do business with people - not dry and bland words on a screen.

Caroline Melberg
Small Business Mavericks
Business Writing Services at their BEST

How many times have you fired off an e-mail without much thought? In most cases, that’s not a problem - like scheduling a meeting or sending information to move a project along. But there are times when your tone or content is important, and Diane Autey has some great tips on how to handle these situations If you’re not careful, you could offend or anger someone . . . or worse - lose business. Here are some tips for writing an effective e-mail when the message really counts:

PURPOSE - Make sure that e-mail is acceptable for this communication. If it’s sensitive information or bad news, maybe face-to-face or a phone call is better. Think about it from the recipient’s point of view.

LENGTH - Not longer than a standard computer screen, so the user doesn’t have to scroll. People do not like reading long e-mails. If what you need to communicate is long or complicated, consider another method, like a memo.

COMPOSITION - Engage the reader in the opening sentence. Highlight the key points quickly, write concisely, and explain the purpose, background and next steps. Avoid the use of all-caps in the body copy. It’s difficult to read.

MANNERS - Use “please” and “thank you.” You accomplish more with sugar than with vinegar, according to the adage. Be polite and courteous.

ACCURACY - Proof your e-mail. This is a good practice for all e-mails, but especially for the more important or critical ones. Typos and sloppiness damage your credibility as a businessperson.
Another general rule is to use “Reply to all” and “Urgent” sparingly. Use them only when all recipients really want and/or need the information, the message is time-sensitive, or there may be ramifications if it is not read (in which case face-to-face is probably better).

Diane Autey produces professional marketing and business writing for a variety of companies and industries. She is an exceptional business storyteller, adept at writing compelling copy that’s enjoyable to read, while driving customers to act. For more information, visit her website at: http://www.projectsdonewrite.com.

Caroline Melberg
www.SmallBusinessMavericks.com
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