9 Steps to Clearer Writing: Focus
September 5, 2008
Got Focus?
“I want my sexy!” screamed my four year old from the bathtub. I could hear his older brother patiently going through a list of possible words, other than sexy, that might placate the little guy. With each incorrect guess, duckie?, cookie?, Saltie?, wedgie?, the demand got louder and louder. I put a stop to the screaming by sliding open the shower door and explained to the toddler that demanding the same thing over and over, only louder, was not helpful. After a series of descriptive inquiries similar to a 20 questions game, I picked up a plastic Jet Ski from the toy basket and handed it to a now beaming child. Who knew that Jet Ski and sexy are the same things when you’re four?
Clear communication is elusive for many of us, even as adults. We each come to the table with different experiences and ideas that shape the way we communicate. Writing is no different. However, clear writing is crucial on the Web. Internet readers expect fast facts, clear communication, and instant entertainment- all within the first paragraph. Post unclear copy and you’ve lost the reader (a.k.a. the potential customer).
So begins our series on 9 steps to clearer writing. This nine part post will hopefully help new writers create better content and maybe give those seasoned veterans among us a refreshed perspective on clear communication.
Step ONE: Focus- Your Writing Foundation
Focus. A clear focus serves as the strong foundation for your writing. What is your article about? What idea are you conveying to your readers? When you lose your focus your writing tends to wander around aimlessly, resulting in confusion and frustration in your readers.
Finding a Goal
Each article, blog post, page of sales copy, or website content page should have an obvious goal. This goal may be to express an opinion, provide step-by-step directions, review historical facts, inform the reader, or entertain an audience.
Where to Start
Many professional copywriters recommend beginning with your title. You can revise the title once the article is finished, but having a brief summary of your writing helps keep you on track. Every sentence in the article should relate back to the subject of the title. If you need help writing better titles, you can visit CopyBlogger or ProBlogger for terrific tutorials.
Building a Framework
Keeping focus also requires a logical flow to your writing. Each piece should have an introduction, a body, and a conclusion. These three portions of your article need to be interesting, not repetitive. The introduction determines whether readers continue to the end of the page, the body should be easy to skim, and the rest of copy must support the conclusion.
Read Like a Visitor
One of my pet peeves is a professional writer that is too busy to read over their own work before posting. Taking a few minutes to read over a post eliminates 99% of errors in any content, as long as the reader has an adequate understanding of grammar and a good spell checker. Some writers recommend reading your wok out loud to help uncover any unclear or awkward phrasing. You should strive to read the content from the viewpoint of the reader, not the author.
Anything that does not related back to your title needs to go. Editing can seem like a brutal process, but pruning out the dead branches of redundant copy is essential to a healthy article.
Merriam-Webster defines focus as the center of activity, attraction, or attention; a point of concentration. Focus provides the solid foundation for your writing. Determine your purpose, set a goal, and build the framework for great content. Review what you’ve written before posting and don’t be afraid to edit out unfocused phrases. Focus provides clearer communication between you and your readers.
Next up in the clearer writing series is Keep it Flowing: Reaching Your Destination. See you soon!
Finding Direction in a Virtual Black Hole
August 26, 2008
An interesting thing happened today while I was working on this website. I found a black hole in the Internet. Well, at least figuratively, not literally. I was researching keywords for clients, and took a break to research keywords for this blog. The same results came up that I found for the MTM Writing site, and since the majority of the copy for this site is a spiffed-up version of the old, I think we’re good to go.
Next, I decided to use SEO Book’s keyword tool to find some interesting blogs to add to my reader and possibly my Blogroll. I ran a search for Christian Business Blog. <<<Instant black hole>>>. I found two promising, relevant hits only to be sorely disappointed when I clicked through. Why are there not any Christian businesses writing about what they do? I know you’re out there…… Helloooo. (Nothing but echoes, maybe I was wrong.)
A similar thing happened when I searched for Christian Freelance Writer. I did get one result that at least looked intelligent, but where are the rest of us? I know who the Christian businesses are locally, but where are the Christ following copywriters, or is that an oxymoron? 
(I believe good copywriters can adhere to honest business ethics while writing compelling copy.)
Since I discovered a need on the Internet for Christian business blogs, I am seriously considering taking the Blue Duck blog in that direction. So before we go any further, here’s my disclaimer:
You will find Christian references in this blog. It’s what I believe in, how I raise my family, and how I conduct business. You will not find religious drivel, gay-bashing, brow-beating with a Bible rants on this blog. I dislike religion. Let me rephrase that, I abhor religion. I am a Christ follower, not a pious, religious, rule-toting blogger who chews up people who are different than I. I love people of all kinds, they make my life interesting and fulfilling.
I encourage honest discussion and debates, but will not tolerate anything that I would not allow my children or my grandmother read. (Yes, my grandma is online more than I am. She’s usually on eBay, but she could end up checking on me at any time.)
We’re still working out the bugs and kinks with the new website, so it may be a week or more before you find regular or daily posting, but don’t be surprised if you find theological business advice here in the next few weeks. My family and I will pray about the direction of this blog and see what happens. I’m excited to see where this leads!
Breaking Out of the Freelance Writer’s Cocoon
August 25, 2008
Online business is a lonely profession by nature. Sure, you may make a few friends and spend hours with others on Twitter, but nothing beats real face-to-face interaction with people. Online interaction meets a need, but not completely. We were created to be in community with each other, face to face. Spend too much time on the Net, and you’ll soon become shy, withdrawn, and unsure of your social skills- withdrawn into your own cocoon.
This concept of cocooning is of great interest to sociologists, but it is also a serious concern for bloggers and other online professionals. Wikipedia defines cocooning as the name given to the trend that sees individuals socializing less and retreating into their homes more. Individuals tend to stay away from society and lack in social confidence, leading to ‘cocooning’. Will this trend eventually produce a society of socially awkward individuals who lack moral depth and sincere concern for others? Will we all become our online alter egos and lose touch with reality in the next 20 years?
Finding Balance: How to Break Out of Your Cocoon
Fortunately, breaking out of a cocooning pattern is not that difficult. After all, each of us is sociable to some degree and will gravitate toward others. A few changes in your daily routine can help keep you mentally and sociably healthy for the most part.
- If you blog for a living, consider looking for customers in your area. This allows you to have old-fashioned business meetings with clients in coffee shops or over dinner.
- You can also volunteer to speak at a local school to inform kids about the world of online business. Not only does this allow you to spread the word about your business, it benefits others in your community while you put in a couple of hours of socializing.
- Change-up your office. One of the great things about working online is you can choose where you work. Go to the park, library, or your favorite coffee shop to put in a few hours. When you get out of the house, you interact with others in person while still being productive.
- Join a writer’s group in your area. Most public libraries host writer’s groups for social interaction.
- Join a sports league. If you enjoy sports, find a group of fellow athletes to regularly play with.
- Get a membership to your local Business Association. Our local business owner’s association hosts a breakfast once a month with a relevant speaker from the community. This provides a terrific opportunity to hear the latest community buzz, pick up a few pointers, and meet new friends and associates.
Finding a balance between your time spent working online and interacting with people is challenging for some. The temptation to cocoon yourself at your desk until the wee hours of the morning is overwhelming at times. Knowing when to take a break from the online form of socialization and get some one-on-one time is half the battle
Recognizing the Signs of the Cocoon
Cocooning tends to creep up on us, unnoticed. One day you are happily plugging away at building your business and the next day you wake up feeling hollow and have forgotten how to carry on a conversation without moving your fingers across an invisible keyboard. You can slow cocooning before it reaches critical mass if you know what to look for.
- When you start to lose track of time while working online, it’s time for a reality check. Firefox offers an add-on that allows you to track how much time you spend online that is helpful. You can also begin checking your email only at set times, like every hour, if you are spending too much time with your inbox. If you use Gmail, which I recommend, Gmail Labs offers forced self control in the form of an email lock-out for Gmail addicts. This feature prevents you from checking your inbox too often. (You are locked out for fifteen-minute intervals.)
- If you lose the desire for activities outside of your own home, it’s time to intervene.
- Many early cocoon-ers begin to sleep late and stay up later at night. This cuts into interaction with family, friends, and the public in general. Adjusting work time schedule can help get sleep/wake cycles back on track. A mild, over-the-counter sleep aid is also useful for those who have a hard time gearing down and shutting off the to do list for an early bedtime.
Freelance writing is not always steady work. Sometimes you have more time to play than you would like, and occasionally you barely have enough time to eat and shower every day in order to meet deadline. It’s the way of the freelancing beast. However, cocooning can easily lead to depression and social isolation if left unchecked.
If you’ve seen the movie Nim’s Island, Alex Rover is the perfect picture of cocooning to the extreme. Taking steps every day to stay socially healthy is preferable to the outcome. No one wants to be a Purell addicted, Progresso soup eating, writer afraid to walk to the mailbox and living out their lives through imaginary characters.
Fortunately, Alex ends up washing up on the right tropical island and gets a grip on reality before its too late.
Do You Have What it Takes to be a Top Blogger?
August 23, 2008
Success!
Bogging is a fiercely competitive business for some. Others just want to be heard and catch their own five minutes of fame, even if no one reads their blog except mom. That’s one of the unique appeals of blogging- it fills different needs for different people.
Three Blog Categories
If you’re not sure where your blog fits into the vast world of cyberspace, consider the three basic blog categories on the Web.
Corporate Business Blogs
Corporate business blogs write to draw traffic. Not just any traffic, mind you, targeted consumers looking to open their wallets for the products and services offered on the website. Increased profit margins are the Big Enchilada.
Personal Blogs
Personal blogs seek out community. People with common interests unite, converse, and exchange ideas. Personal blogs may provide information, such as a recipe for Grandma’s Sunday Chicken Dinner, the latest pictures of the kids, or how to change out the spider gears in your ’85 Chevy C-10, but they also fill the need for connecting with others on a personal level. Folks gather to ask about life and share their lives with others.
Informational Blogs
Professionals, or at least individuals who master a subject, often write informational blogs. The die-hard model train enthusiast may be an informational blogger as well as the successful business owner looking to mentor others. Websites like TreeHugger.com are insanely popular because they provide free information about a popular topic. TreeHugger also provides a community for environmentalists to gather, a safe place to get information about products related to green living, and ideas for ways to get involved in going green. It’s a one-stop-shop for the environmentalist.
Top Blogs Examined
Each of these types of blogs wants to attract readers. They want to be successful blogs, not random words lost in the jumble of search engine results pages. I recently read a post by Danny Dover over at SEOmoz that caught my attention. His post entitled, Examining The Internet’s Top Blogs: What We Can Learn From Their Success, was filled with tons of neat statistics about the Internet’s top blogs.
I like condensed facts, and this post had succinct facts galore. My mind whirled as I processed the graphs and lists of websites that had made it to the top. Then I wondered, what made these particular blogs successful?
Picking Apart the Facts
Many successful blog provide a valuable service, such as delivering news feeds or discussing the latest politics, without tons of ads and sales pitches. The majority of successful blogs listed by Mr. Dover write about technology or news, subjects of interest to people who regularly surf the Net.
Some blogs, like Endgadget, are written in a style that drives most copywriters insane, but somehow they pull it off because they are the first to play with new toys and are nice enough to tell us about it, complete with pictures that make techo-geeks (like me) drool.
Certain blogs, like Darren Rowse’s Problogger, are just simply terrific. They know their stuff, are happy to open up their brains for examination, and have a passion for their blog subject. That fire shows through in their blogging.
If you don’t have a blog bout the latest techno gadget, or work for CNN.com, don’t despair. If blogs with fire and passion like Problogger can make it to the top, so can you. Love and passion for your blog subject is more valuable than million-dollar marketing campaigns and being on top of the latest fads or breaking news.
So, do you have what it takes to be a top blogger?
