Compelling Copywriting

The web is full to far more than brimming of information. Websites that offer products and services are more than bountiful, and sifting through the commercial overload can be aggravating to consumers.

If you have a product or service that you want to sell, compelling copywriting is a must for your website. It’s what makes your site professional and polished, and if your site seems professional and polished, so do you. And by extension, so do your products. Think about some of your favorite websites—odds are, the copy is concise, specific and colorful.

This great article on a website for women entrepreneurs explores the various benefits to hiring a professional copywriter for your website.

“No matter how brilliant the product or service or how powerful the graphic elements are–winning words make it all work,” the article says. “If you’re running a business, you want to get robust returns from every marketing penny. So allocate part of that penny to a copywriting professional. The pro’s job is all about wordsmithing that rocks.”

The article goes on to talk about the various benefits that a talented, experienced copywriter will bring to your project. They can take your site from Mickey Mouse to Walt Disney World caliber. Well-crafted copy is nuanced and purposeful, and conveys your message to your audience in an appealing fashion. It can also subtly address any concerns your audience might have, and influence them to the point of being ready to purchase your product. And on commercial web sites, isn’t that what it’s all about?

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Web Copy: The Final Frontier

Effective, engaging, exciting copy is imperative for a web site to succeed. But so often, when web strategies are planned, the content is treated as an afterthought.

This great article on Web Designer Depot talks about things that clients should know when beginning to work with a web firm. Number 5 in this posting is “Content is King.”

From the entry:

“Most clients fully accept that content is king, yet few are willing to spend money on ensuring its quality…

“In my experience, clients underestimate the time involved in producing copy for the web and resort to copying and pasting from a wide variety of offline printed material. This leads to Frankenstein copy, using a mix of styles that are often entirely inappropriate for the web.”

This insight is spot-on. Well-written web copy is not the same as well-written copy for print brochures or a letter campaign. Web writing has specific needs and specific opportunities inherent to the medium. An experienced web writer will understand these intricacies and create web copy that enhances a website and makes it work better.

If the copy on a web page is ho-hum, not only is the copy not working hard for the owner, it may even be a deterrent. The web is full of other pages, and any site will lose a visitor pretty quickly if all the pieces of the puzzle aren’t in place.

The site has to work properly, and be easily navigable. It has to be visually attractive, and interactive. And it has to be written in a way that informs and entertains readers, and keeps them from clicking away.

So hire an experienced, web-savvy writer to create your content for you—just as you would hire someone to design and program your site. Don’t neglect your content.

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How We Communicate

Social Networking has just surpassed email as the most popular form of web-based personal communications. I heard about this Nielsen study on my friend’s cool tech blog, and I have to say, I wasn’t surprised.

I often look at my 16-year-old sister as a bellwether for technology and communication. And she rarely, rarely emails. She uses Facebook messages or wall posts, or she IMs, or G Chats. And she texts. When my phone actually rings and I see that it’s her, I worry for a moment. But it’s usually her acquiescing to my “different era” way of actually enjoying speaking on the phone. Not that I don’t text as well – and I would bet my texting is well on its way to superseding my calling. But sometimes for longer conversations or more involved thoughts, it’s easier to express via phone.

The same holds true for emails. Some emails are brief and all about business — and some emails are replaced by a G Chat or IM — but for some emails, I really write them. I particularly enjoy crafting well-thought emails: I treat them, perhaps rather whimsically, as the modern version of an actual hand-written letter. I take my time with them.

But perhaps even this form of technology is becoming quaint. With the ascension of microblogging and status updates, communication is becoming more brief, more immediate, and less about expression. I’m riding this wave too—I tweet, I Facebook. And as a writer, I take particular pleasure in discovering innovative ways to still write beautifully, even in brief. It’s a fun challenge to effectively communicate, with humor and personality intact, in 140 characters.

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The Message and the Means

As the technology of communication continues to evolve and change, the actual technology, not just the communication, can influence the way we lead our lives.

I’ve noticed lately that sometimes when I write by hand, my hand just can’t keep up with the flow of my thoughts. I type far faster than I could possibly scribble.  Spelling is also trickier when I write by hand—not because of the lack of spell check function on a piece of paper, but more because the letters almost look funny in my own handwritten script.  The technology of typing makes it easier for my hands to keep up with my brain.

In that respect, I’m pleased that technology is assisting the way I write, and hopefully it’s helping me to become a better, more efficient writer.

But I wonder if my style of writing – if the “voice” that I’ve spent so many years developing—is also changed by technology? It stands to reason that it is.

I’m curious how ‘message’ and ‘means of writing’ are related. Of course, the medium and the message are entwined, so it stands to reason that perhaps the method of writing and what is actually written are likewise interwoven.

If I sat down to write the same piece at a manual typewriter, at an electric typewriter, at an old word processor, with a pen and paper, with a quill and parchment—would the words that emerge from my brain be significantly different in structure, pace, tone, euphony?

An intriguing concept. I must investigate further. Perhaps I need to make like Joan Didion and find myself a fetching typewriter. Or maybe I could bridge the gap between hand writing and typing by visiting this site which creates a custom font based on your hand writing samples. Or maybe, I should explore a really, really nice pen.

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Read On, Book Lovers

I love reading. I love words, and I love immersing myself in the worlds that authors create for me. I love spending hours that seem like minutes with a good book, and losing track of time with a compelling article online. Regardless of how I read, I love to read.

As I’ve grown, I’ve retained a particular fondness for reading books. Books have accompanied me along my entire literary life—from “The Very Hungry Caterpillar” to “The Hobbit” to “A Heartbreaking Work of Staggering Genius” and beyond. I suppose I’m from the last generation of Americans that spent a portion of our childhoods without the Internet’s omnipresence, but I suspect and hope that as a nation, our affinity for books will continue despite the Internet.

But something strange happened to me a few days ago, something very strange indeed. As I was reading a page in “The Soloist,” a fantastic non-fiction piece by Steve Lopez, I wanted to return to a phrase I had read earlier. I scanned the page briefly, and then my eyes automatically flickered to the bottom of the page. I realized what my eyes were doing, out of habit—they were looking for the ‘find’ function that is at the bottom of web browsers.

I’ve always contended, and I continue to believe, that great writing is great writing, whether this writing is published in a book, in an article, on a blog. Much has been made of how the Internet and technology change the way we speak, write and read, but most of these articles that I’ve seen seem to approach the question from a linguistic standpoint. I do almost all of my current-event reading online now, and apparently, this habit has subconsciously influenced the way my eyes actually read words.

It’s a bizarre feeling. I don’t want a Kindle. I love the smell of the pages of a book, I love being able to read on the beach or in the bathtub or wherever else I please, with little fear of damaging the book. I’m anything but a Luddite, and my affection for books doesn’t mean I don’t appreciate and constantly avail myself of the bounty of the web.

But even I, ardent advocate of books that I am, find my eyes and brain betraying me.

Anna Quindlen wrote, “I would be most content if my children grew up to be the kind of people who think decorating consists mostly of building enough bookshelves. “ (New York Times, 8-7-91)

One of my life goals has always been to have a home with a sunshine-filled study, the walls wrapped in floor to ceiling built-ins, with a ladder running all around. But sitting in place of pride on that sun-drenched, heavy oak desk will also be a Mac laptop. Tradition influences innovation, the old inspires the new.

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Blogging the White House

Web-based communication has reached a new level in its omnipresence—and blogging has perhaps reached its zenith. The new White House website has been remodeled along with the personal quarters as the Obamas moved into residence, and the new site is sharp. It’s sophisticated, easy to navigate and intuitive—all trademarks of Obama’s savvy election site, Obama For America.  While the design of the new White House isn’t quite as airy and avant garde as the President’s own site, it is still clean and modern, and features great font work.

Perhaps the most intriguing part of the new White House site is the White House Blog. It’s been steadily updated since 12:01 Inauguration Day, and so far the pace hasn’t slackened—it’s going steady at approximately an entry a day. It features speeches, videos, events, task forces and more. Most historically, the blog team is posting pending legislation to the blog, to allow the public time to review and comment. This allows for greater transparency—we now have a better idea of what our government is doing on our behalf. It also takes advantage of the opportunities of web communication, to allow greater interaction between the governed and the government.

Since this technology is already widely accepted and well understood, it’s a logical step towards integrating government with the world of American tech innovation. And it will be fascinating to watch how it changes this country’s discourse.

To read more about the new White House website and blog, check out this great article from Slate and an interesting entry from The New York Times on-line.

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Poetry and Power

On January 20, 2009, Barack Obama was inaugurated as the 44th President of the United States of America. This historically significant day, which means so much to so many people for so many reasons, centered around the oath of office which President Obama swore.

But historically, it is the opportunity for personal expression that comes after the oath that people remember—the Inaugural Address. And Obama, the great and inspiring speaker that he is, did not disappoint. I found his speech moving, inspiring, eloquent, and full of specific ideas and concerns as well as concrete calls-to-action. It has earned its place in the cannon of memorable speeches. The ‘new era of responsibility’ sits justly in the pantheon of American rhetoric, next to fearing fear itself, asking what you can do for your country and our better angels.

Among his many myriad strengths, assets and talents is President Obama’s ability to craft beautiful prose. His books, his speeches—all are beautifully written, as well as beautifully delivered. He writes his own speeches, which no doubt contributes to the amount of passion which he brings to his deliveries. This inauguration speech mixes poetry and powerful message to eloquent effect.

Our President is a brilliant writer, and I couldn’t be more proud. Read the full text of his phenomenal speech here.

“Our challenges may be new. The instruments with which we meet them may be new. But those values upon which our success depends – hard work and honesty, courage and fair play, tolerance and curiosity, loyalty and patriotism – these things are old. These things are true. They have been the quiet force of progress throughout our history. What is demanded then is a return to these truths. What is required of us now is a new era of responsibility – a recognition, on the part of every American, that we have duties to ourselves, our nation, and the world, duties that we do not grudgingly accept but rather seize gladly, firm in the knowledge that there is nothing so satisfying to the spirit, so defining of our character, than giving our all to a difficult task.

This is the price and the promise of citizenship.

This is the source of our confidence – the knowledge that God calls on us to shape an uncertain destiny.

This is the meaning of our liberty and our creed – why men and women and children of every race and every faith can join in celebration across this magnificent mall, and why a man whose father less than sixty years ago might not have been served at a local restaurant can now stand before you to take a most sacred oath.”

-Barack Obama, President of The United States of America
Inaugural Address

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Defining News

In the current climate of shrinking newsrooms, reduced staff sizes and fewer reporters, the amount of news that needs covering is daunting. Many media outlets are responding by covering less of everything, causing their publications to resemble slightly wordy newsletters in their size. Other publications are viewing the changing world of print journalism as an opportunity rethink the methods we employ to cover the news, and just as importantly, what the definition of ‘news’ really is.

There is a great article over at Publishing 2.0 which explores this very topic—in this changing media landscape, what is news? The writer, Josh Korr, posits that one way to ensure resources are directed towards essential stories is “to practice innovation-by-omission. That is, they need to stop writing stories that don’t deserve to be written.”

I agree wholeheartedly that the essential, fourth estate type responsibilities of the press are of paramount importance. But I have always felt that the “softer” side of the news is just as important. For example: the arts are an economic engine and a bellwether of a society’s health, but arts coverage is one of the first things to be slashed in newsroom budget crunches. Or stories highlighting local charities that are doing good in the community despite overwhelming hurdles, or pieces discussing local history, oddities, fascinating people. Sure, they’re not as essential as stories uncovering corruption or scandal. But, I contend that without these stories as part of our media lives, the stories about all the bad things start to lose their teeth. If we’re not reading about the good things, maybe the bad things start to seem less bad without the comparison.

To me, the stories that could be considered soft, happy, or filler are just as essential if the press is to live up to the challenge of accurately portraying life as it actually is.

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The Origins of ‘Freelance’

I find the etymology of words fascinating. English is a particularly exciting language to explore, since it is influenced and shaped by so many other languages and traditions.

I’ve been thinking about the term ‘freelance.’ I had always assumed its origins were rooted in a ‘sword for hire’ sense, and indeed this is where the term originated. But interestingly enough, the term ‘freelance’ can be attributed to a specific author, and traced from there.

From the Wikipedia entry on ‘freelancer’:

“The term “freelance” was first coined by Sir Walter Scott (1771–1832) in his well-known historical romance “Ivanhoe” to describe a “medieval mercenary warrior” (or “free-lance”). The phrase later transitioned to a figurative noun around the 1860s and was then officially recognized as a verb in 1903 by various authorities in etymology such as the Oxford English Dictionary.”

In my mind, the term ‘freelance’ as applied to a writer is even more en pointe when you join it with the phrase of the pen being mightier than the sword. A freelance writer wields a pen that is mightier than a sword, and is free to write for whomever they choose.

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Top Ten Writing Blogs

As 2009 kicks off, it’s the perfect time to reflect on the best parts of 2008. This time of year, top ten lists are prevalent, and the world of freelance writing is no exception.

Over at Writing White Papers, they’ve announced the top ten best blogs for writers in 2008. This post contains links to all of the winning blogs, and they are all well worth a visit for anyone interested in freelance writing, as a writer, as a reader, as someone who is thinking about hiring a freelance writer. Check it out, and Happy 2009!

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