Execution Special: Did you really mean to say that?

He said what?!
When Dennis Muilenburg took over as president and CEO of Boeing Integrated Defense Systems, he made the headlines in The Boeing News:

Muilenburg emphasizes execution, ‘people first’ strategy

I used to work for Boeing – I got laid off about 10 years ago. So there’s a part of me that (sort-of) believes that Muilenburg is speaking a corporate truth. But, seriously folks, this botched header is a classic example of poor editing.

What happened here is that two completely separate ideas (one hopes!) got linked by a measly comma. And then the editors didn’t do their job of editing for clarity and content. So they pulled the publish trigger…and yanked the headline from the website about a day later.

Quick Fix:

* Mind your punctuation.
* Mind your metaphors – A misplaced word can also skew the best-planned message.
* Read your work out loud. A verbal shout-out here would have caught what the “eagle-eyed” editors did not.

…and, before you execute, think twice. Are you saying what you really mean to say?

My Premise is This

What’s my premise for this blog post?

From dictionary.com
Premise: noun, a basis, stated or assumed, on which reasoning proceeds
Premises: noun, a tract of land, including its buildings

Why does the plural of one word so dramatically change its meaning? That’s today’s etymological blue-plate special. You can read why here.

Of course that’s not the only occurrence – with so many variances in our “mother tongue” it’s no wonder we become Reluctant Writers!

Oddball ‘pluralities’ we are most familiar with, if only because our English teacher drilled them into us:
Mouse/mice (singular, plural)
Ox/oxen (singular, plural)
Goose/geese (singular, plural) – but then it’s moose/moose, not moose/meese.
Same goes for deer/deer.

Hm. Now I know why I get that “deer in the headlights look” when I edit copy…Is that one deer or two? And do I want fries with that?

Never mind the rules. Grammar just doesn’t play nice.
Consider this not-so-obvious trickster:

House/houses – (singular, plural as a noun; then it doubles as a verb) This means you live in a house, in a neighborhood of houses. You can house the homeless; your aunt Becca houses a rhinoceros in her stable.

Then we get clever:
Hose is a noun – that green snake that lives in my garden (and since I hate yard work, it does resemble a snake to me!)
It’s also a verb – you can hose the sidewalk clean; you can (indelicately) get “hosed” over a car repair.

Unless English is your second language, most of these grammatical tidbits are fairly well understood. If you are learning the language or just want to brush up on your grammar, I recommend this book.

Otherwise, edit carefully: Spelling and word choice count. If an extra “s” means the difference between idea and location – think what the wrong word in the right place means to your reader: At best, confusion. At worst, your well-considered premise might lead to a battle with the garden hose down at the garage.

It's a Wrap!

From a catalog:
Icebreaker socks are the only merino sock to warp the foot in 100% luxuriously soft merino wool.

I’m sure the writer meant “wrap” – but now I wonder – can Icebreaker (a clothing company) warp my foot by wrapping it in sheep fur?

But wait! There’s more – did you notice that the words “sock” and “merino” are used twice in the same sentence?

What to do?
Read your work aloud, and you’ll catch these kinds of bloopers. Edit carefully. Your readers won’t just thank you – they’ll take you seriously.

Part II, the rest of the story
Read the sentence again and you’ll notice that it doesn’t say very much.

Icebreaker socks are the only merino sock to wrap the foot in 100% luxuriously soft merino wool.

I love merino wool. Not only are they a cozy foot-wrap, the wool is lightweight and warm, machine washable, quick-drying, and odor resistant. Soft is nice. Stink-free feet are nicer.

If you have only a few words to…
1) Capture your public’s attention and
2) Describe your product or service
…choose your words wisely.

Ask yourself – what is the MOST IMPORTANT fact I want people to know? Couple that with memorable writing, and you’re on your way to writing marketing copy that sells.

Workshop Update: Write Copy that Sells

NEXT SESSION:
Write it Rich! Tips for Reluctant Writers
4:30 to 6:30 pm
Tuesday, Nov. 17
7415 North Oatman Ave. Portland, OR 97217

$79/per person
EARLY BIRD SPECIAL:
Sign up before Wednesday, November 11 and pay only $65 - a $14 savings!


Do your words make you money?

When you describe your product or service, does the phone ring? Do people sign up for your workshop, place an order online, or call for an appointment?

Do your words drive people to action...or do you suspect that no one is reading what you have to say?

Today’s technology demands that you use the written word to tell your story and build your business. Website copy, sales letters, blog posts, and newsletters are one part of writing to sell. LinkedIn, Twitter, and Facebook are another.

You're in business to make money: If you can't write persuasive sales copy, if you can't convince people that YOU will solve their
Terrible,
Horrible,
No good
Very bad
Daily
Persistent problem...
...you won't succeed.

I can teach you how to write copy that
Grabs Attention and DRIVES SALES in just 2 hours!

Write it Rich! Tips for Reluctant Writers shows you how to:

Do it yourself and…
**Save money, save time
**Make money: Strong writing draws customers, boosts sales
**Tell your story the way you want it told

You'll learn how to...
**Organize your thoughts
**Pick your key message
**Start writing DREAMY copy, immediately

Next class session:
4:30 to 6:30 pm
Tuesday, Nov. 17
7415 North Oatman Ave. Portland, OR 97217
1 mile west of I-5 on Lombard Street, across from
Sterling Savings Bank
$79/per person
EARLY BIRD SPECIAL: Register by Wednesday, November 11 and pay only $65!

Class size limited to 10 -- this ensures lively class discussion and 1:1 attention. Call or email me to reserve your seat.

Susan Rich
503-341-6674
www.richwriting.com


FREE Workshop!
Call me to schedule.

==Are you writing for the internet?
Whether you are writing website copy or blog postings, your goal is to resonate with an invisible audience. This free, fast-paced workshop covers:
• What makes memorable online content (both written and video)
• Tips and tricks to capture your target market’s attention
• My busy-people social networking strategy
• Q & A – strongly encouraged!

This free workshop is great for anyone who is using the internet to promote their business!
• Professional associations
• Brown-bag luncheons
• Networking groups
• Anyone marketing a home-based business online

Call me to schedule!
Susan Rich, RichWriting
503-341-6674

PS – Sign up for WriteBites, a twice-monthly e-note that offers a fun writing tip plus future workshop dates, and I’ll send you a copy of a free e-book: 60 Tips to Network Your Way to Anything You Want (co-written by yours truly).

FAQs: Write it Rich! series

Are you interested in the Write it Rich! series? Some commonly asked questions:

I want to Write it Rich! Is it coming to my town?

Write it Rich! Tips for Reluctant Writers is based in Portland, OR. If you want to host a writing workshop, I'm happy to visit your magic kingdom, wherever it might be.

Where can I buy the Write it Rich! video series?

The Write it Rich! series is not on video -- yet. My goal is to have a high-quality video for sale by 2010. This learn-to-write-sales-copy-that-sells package will include the video plus the fully revised Write it Rich! help-book. Watch this space for more info.

If it's time to Write it Rich!
and you can't make it to class, do this instead:

Buy the help-book, and get one hour of one-to-one telephone coaching: All for $99.

Your personalized coaching session can go the way you want:
**Send me a writing sample and I'll walk you through you how to write it better.
**Read the book and ask me questions.
**Email me a finished product -- brochure, website, sales letters -- and I'll advise you on how to strengthen your marketing push.

Why not Write it Rich?
$99 + 1 hour = breakthrough sales writing that helps you sell your product and make more money.


If you are ready to go from Reluctant Writer to Rich Writer, go here.

Can you learn to write your own sales-generating copy? Sure you can. But you can also hire me to do it for you. Here are 8 Reasons why you should.

Hire a Copywriter: 8 Reasons

1. Because every second counts.
We’re a sound-bite society. If you can’t say it in three seconds, you can’t say it at all.
Maximize your message impact. A copywriter can show you how.

2. Because every word counts.
If a picture is worth 1,000 words, a skilled copywriter provides the snapshot when the image is not present.

3. Because you need your place in the world.
Branding is about tying customers to your product. To your company. To you.
Behind every powerful brand strategy is a copywriter.

4. Because good writing will help you find it.
A copywriter chooses the best words to capture your customer’s attention.

5. Because it saves you money.
The writing you pay for today can be reused tomorrow. A skilled copywriter delivers like the Energizer bunny: The words keep going and going.

6. Because you have better things to do.
You didn’t start your company to write about it, you started it to make a difference. A copywriter frees you to tackle the challenges that stand between you and business success.

7. Because it helps customers find you online.
It’s like match-making: The right words introduce you and your customer.
Sparks fly. Sales get made.

8. Because it helps you market you.
Skip the fine print.
A copywriter helps tell your story in a way that is memorable, compelling, and fun.


If you want sales copy that SELLS -- contact me.

Learn to write your own sales-generating copy, go from Reluctant Writer to Rich Writer in just 2 hours with my workshop, Write it Rich! Tips for Reluctant Writers.

Write Sales Copy That Sells: 8 Reasons

Can you write your own sales-generating copy? Sure you can. And with my class, Write it Rich! Tips for Reluctant Writers, you'll learn the basic tips and tricks that help you write about your business in a way that drives business to your door -- and makes you money.

1. You make money (and save money) when you write your own marketing copy. Control your business success.

2. You learn how to tell your story, your way, every time. Copywriting is a great skill for the do-it-yourself business professional.

3. You'll get a chance to discuss the finer points of business writing with Susan Rich and other Reluctant Writers. You’ll learn, in a small, intimate setting, how effective writing can boost your credibility and sell more products.

4. Answers to your most frustrating writing questions. There are lots of DIY books out there, but few break down writing into a “Try this, not that” process. That’s what I do, and it’s why you’ll leave the class with ideas on how to improve your writing the very next day.

5. Knowledge that lasts long after the class. My goal is to teach you to write better. That takes practice and repetition of key concepts. The class, help-book, and my blog are all geared to help you turn ideas into practice, and practice into success.

6. Write it Rich! help-book. This includes information not covered in the class: How to streamline sentences, how to bust writer’s block, and how to self-edit your work. Plus, a resource list of my favorite writing books.

7. A checklist that tells you how to write DREAMY copy. It summarizes what we cover in the class, and also what is included in the workbook, making it a great desktop guide.

8. 60 Tips to Network Your Way to Anything You Want. A PDF E-book, co-authored by yours truly, free when you sign up for WriteBites, my twice-monthly e-note.

If you are ready to go from Reluctant Writer to Rich Writer, go here.

If you have questions about the workshop, go here.

Can you learn to write your own sales-generating copy? Sure you can. But you can also hire me to do it for you. Here are 8 Reasons why you should.