business writing ideas from Word Constructions
 
  welcome to the Word Constructions business ideas newsletter
 
 

{name}, welcome to the September edition of Business writing ideas and welcome to spring!

What does September mean for your business? After a few busy months, I am planning a little spring cleaning this month – from the more obvious tidying my desk and files to spending some time working on my business. I also hope to get some website updates done too but we’ll see what happens!

Due to family commitments and distance, I will not be attending the Problogger conference this year. Yet with the aid of a virtual ticket and social media hashtags, I intend learning more about blogging and getting new ideas from the conference anyway. Something that wouldn’t have been feasible even a decade or so ago – technology has brought us a long way!

What business conferences or events have you got planned for the rest of 2013? It can be so difficult to make the time for such events but the value can be exceptional. Rest assured, at least some of what I learn from problogger 2013 will be shared in my blog and/or newsletter!

Use your words wisely,

Tash

Tash & Word Constructions on Twitter Word Constructions on LinkedIn Tash & Word Constructions on Facebook Word Constructions eBooks

Recent blog posts you may find useful:

Winning despite poor template use
Enthusiasm generates interest
Making templates earn their keep – not as hard as you may think
How businesses can use templates
Developing your eBook writing skills
Simplify online forms for everyone’s sake
Ads disguised as information is lose-lose

 

Be a yardstick of quality. Some people aren't used to an environment where excellence is expected.
—Steve Jobs


 
  business communications article by Tash Hughes
 
 

Adjusting keywords
By Tash Hughes of Word Constructions

Keywords is a commonly used term by people marketing online. As you would expect, they are just words (or phrases) that are important (or key) to the material.

So if you want to sell cars, you use the keyword car on your website; if you want to buy a car, you use the keyword car in a search engine search.

Businesses often decide on a few keywords to suit their business and try to use those keywords online as much as possible. Having your keywords present on your site and in links to your site increases the likelihood a search engine (and prospective buyer) will associate your site with those keywords.

However, it is important to realise that you may have different keywords for different pages on your website. Different pages have different purposes so the keywords should reflect that.
For instance, if my keywords are content, blog and writer, I would use those keywords on my home page and in online ads. However, on my blog post about annual reports, I may use annual report, manage and writer as my keywords.

 
 
  don't forget the basics of good writing and communications
 

Match titles and content
By Tash Hughes of Word Constructions

I saw a movie last week. From the ads, I had an impression of what the story would be about but I was largely wrong.

The early stages of the film were so different to what I expected I felt disappointed. Obviously, the impression from the ads interested me so a major deviation from that story made me wary of what was to follow.

As it turned out, the movie was great and I thoroughly enjoyed it.

Today, I read an online article where the heading promised one thing and the article did not deliver. Even if the provided information was valuable, it was not the information I thought I was getting – and often I need a fast answer if I search online for something.

A title can (and should!) have a hook and be interesting, but it really needs to be relevant to the article content. Building and smashing expectations does not build credibility or positive feedback.

 
 
  poor writing examples
 

Theory has its place, but an example often makes learning something much easier. In many areas, an example of a mistake or poor quality is an even more effective teacher than examples of the correct technique so here is such an example to learn from…

Example:

Worth considering is to refine your keyword search by selecting relevant and targeted keywords that reduce the size of the pond and make you a bigger fish

Issues:

It is awkward and clumsy, meaning I had to read it slowly to grasp the message.

Sometimes, things are awkward because of long terms or technical information, but in this case it is easy to rewrite this question to be easily understood. For instance, “It is worth considering a refined keyword search…” or “A refined keyword search is worth considering…”

I suspect she wrote it this way so the sentence could start with a verb and thus be in active voice which is more powerful. Again, a simple rewrite could achieve this valid aim – “Considering a refined keyword search…” or “Refining your keyword search is worth considering”.

In essence the sentence is ‘considering… to refine…by selecting… reduce… make you…’ – that’s a lot of verbs which makes it harder to focus on the action being recommended.

Of course, in a list of suggestions, ‘worth considering’ could be dropped altogether which gives even more freedom to rewrite the sentence and makes the point stronger.

Presumably, before I can refine my list of keywords, I have already selected some hopefully relevant and targeted keywords. Without going into technical detail in this sentence, I think additional clarity is required about the meaning of refining – just an adjective or two would help.

Improved:

Consider a refined keyword search to reduce the pond size and make you a bigger fish. Just make sure you select relevant and targeted keywords.

Better:

Select relevant and highly targeted keywords to reduce the pond size and make you a bigger fish.

 

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