Yesterday was a mishmash of fits and stresses — not that anyone blatantly conspired to do so, but it seemed like most (not all) communications were laced with interruptions, technical glitches, miscommunication, confusion, you name it. I see my role in it — in one case, I didn’t read the slews of emails from every single person on a particular string, so I didn’t notice that the meeting I thought was happening one state over was now happening at my house. Color me surprised. In that case, I didn’t clearly communicate a week ago (on purpose) but chose instead to discuss things in person in two weeks. If I’d mentioned that, I could have pre-empted yesterday’s email train wreck. Alas. Live and learn.
That mishmash spilled over into client communications and, in one case, I had to increase my estimated bid because the client added to the project after I’d given a price. Maybe they’d forgotten or maybe they simply decided there had to be something else. No matter — it all has a price tag for my time, and I’m happy to do the work as long as my time is compensated accordingly.
Anne and I worked out some technical kinks ahead of our Trade Magazine Webinar, starting tomorrow. I hope you consider attending. We’ve put together an in-depth program designed to show you how to approach the markets, what editors want, what to put in your communications, and how to score gigs with your current background. I was afraid at first that two sessions wouldn’t cover it, but we’ve solved that problem by continuing the discussion on the Five Buck Writer’s Forum. With so many already signed up, we’ve started question threads (and if you sign up, you get a free month in the forum).
I was talking with John Soares recently and John hit on a brilliant idea: since I had compiled 365 marketing strategies in one book, why not share one a month with my blog chums? Great idea, John. How about today?
Tip 317. Use new verbs.
Today, look at the verbs you’re using to describe your product or services. If you’ve sent out a fair number of marketing messages, there’s a good chance you’re repeating the same verbs.
Replace current verbs to freshen your copy. Do the same for your descriptors – use action language. For example, instead of saying “Computer repair services are a good way to free up space on your hard drive”, try “Boost your computer’s power by calling now for our hard drive cleaning special.”
Why I like this particular strategy — it gets you thinking about your copy and your services in new ways. Here’s what to look for in order to amp up your verbiage:
Trite or cliched phrasing. Don’t use the same tired words that could describe any other writer or business. Examples: “I am dedicated to superior service”; “I bring passion to every project”; “See what you’ve been missing”; or any phrase that is a throw-away description. You’re writers. Prove it!
Overused adjectives. Don’t just keep repeating “excellent” or “exceptional” endlessly. That shows lack of creativity — the death knell for any writer. Instead, find verbs that punch up the copy and leave the adjectives for occasional use.
Unclear messaging. If you’ve presented yourself as a “comprehensive business solutions provider dedicated to serving customers’ needs”, congratulations. You’ve told them nothing about you or about what you can do for them.
“We” or “I” talk. Who cares how special you are? It only matters how your specialness will benefit your clients. Change up your pronouns and your verbs will follow.
Long sentences. How can you say it better and with fewer words? What verbs will make a stronger impact and allow you to cut the sentence down to size?
How do you punch up your verb use?
I created a list of Power Words. You can find more lists online. Periodically, I pull out the list. Even if I don't use words from the list, it's great for getting the creative juices flowing.
I have my list in my Free stuff on my website if anyone wants to download it.
Interesting timing, Lori. Yesterday I found two promising new trade pubs and a new custom title I wanted to hit up with LOIs. By the second one I realized I was using very similar sentences in letters two very different publications in two extremely different industries, so I changed it up. A lot. I didn't simply tailor my experience and clips to fit each market, I shook up the structure, wording and voice while retaining the basic information every LOI needs.
If nothing else, it kept me interested in writing the letters, and with any luck that energy will come through to the recipients.
I tell you, revamping résumés sure gives one a new appreciation for verbs, adjectives and adverbs.
Oh, man. I edited a site last week that required almost every single tweak on this list. He's a Haley's client (comes around once every 80 yrs), but a guy I really like, so I helped him out the best I could within the 72-hr timeframe he gave me. But I still threw up in my mouth a little when I saw the beta yesterday.
Can I just say you should go casual in most cases? I've seen statements that are great standing alone. But the person writing it, apparently, isn't satisfied with the result, so they over-dress it. Now it's ruined. Do you really need the 5 exclamation points to get the message across? Is it necessary to scream it out with all caps? Think of those things.
feeling swamped today and my first thought was "I don't wanna learn new verbs."
So breathe, Anne. Love the idea of one tip a month… great idea.
and great tips here too.
Great resource, Cathy! Thank you for sharing it. Post the link here if you want.
It sure does, Paula! I remember having a "cheat sheet" of adjectives at the beginning of my resume-writing experience. Even then you tend to use the same ones. We just get comfortable with certain words.
Get a drink, Jake. LOL I have a Haley's client or two myself (and they both showed up recently). When I'd work on their projects, I'd shout to the monitor "Stop it with the friggin' cliches!" Didn't work. The monitor didn't care.
Wendy, amen! Why use a $20 word when a 50 cent one will do and won't confuse the heck out of everyone?
Anne, I can almost hear the foot stomp. 🙂 Just change up one word. That's easy, right?
Here's the link for the pdf list of Power Words. Thanks, Lori.
Power Words
Thanks, Cathy!
Some of the best writing advice I've heard (aside from here, of course) comes from writer Ray Strait, who told us "Straitjackets" during his conference classes to "avoid 'said, was, did'."
I've found that counsel to be invaluable. It works for fiction, ad copy, and nearly everything else.
Ooo, that's intriguing, Anne! I use "said" because I think it doesn't overwhelm the copy. Having had a client go 12 rounds of edits with me over different ways to say "said", I grew fond of the simplicity of it. LOL
I'd wager that most readers find "said" to be nearly invisible, like "the" or "of."
One editor I work with now and then seems to detest "said," and goes overboard in finding replacements. It's laughable. When I sit down to read the published copy I start by guessing which words she'll use this time. "He exclaimed," might work in fiction, but not in a business article.
I still try to mix it up a little, when appropriate. In really short, single source stories, I drop all but one or two "saids" anyway, since there's only one person being quoted.