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May 2004

Issue 3.16

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Extreme Makeover: Copy Edition

Smacking Ugly Copy

When it's bad ... it's really bad

by Meryl K. Evans, Editor, eNJ

If ugliness were a crime, some copy would be eligible for penitentiary status. The crime is that propects won't buy if they have to work too hard to understand what is being said. They won't take time to figure out the copy.  Moving on to the next item is easier.

Participate in our Extreme Copy Makeover series and help take a bite out of this crime.

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Editorial Corner

Putting slacks and knit shirts on writing

What do you wear to work? Slacks and a nice shirt or something more formal?  Today, business casual applies to more than clothes.  This month's feature addresses a more casual approach to business writing.

I don't miss the old days of formal writing with fancy words requiring us to read and re-read until our brains make sense of it. Check out this old excerpt I wrote 10 years ago that mirrors this business formal style:

It is asked the reader be aware that "one size does not fit all" and the factors leading to reduction in course length vary among the courses given through interactive video teletraining (IVT). Overall, the department determined that IVT will provide a cost savings because of the monies saved on travel expenses. Additionally, there is a consensus within [company] and other organizations outside the [company] that course compression often can be achieved, thereby resulting in further cost savings.

I am glad business casual came along.  What about you?  Like the change of style or do you yearn for the old days? How has business casual affected your writing?  Drop me a line and let's chat.

Got something to say about digital marketing?  Share your experience, strength, and hope. Our readers might be interested in your knowledge.  Also, we love your feedback and this reader survey gives you a quick way to do it.

Best,
Meryl K. Evans
Editor, eNJ

P.S. Today, I am wearing a t-shirt and shorts on this beautiful sunny day.

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Archive

Issue 3.15
March 26, 2004
Issue 3.14
February 25, 2004

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Featured Story

Casual Friday for Marketing Copy

Getting personal sells

Stamp out Ugly Copy

Take the Extreme Makeover Challenge!

Click here to participate

Julie Shapiro speaks with eNewsletter Journal

On casual Friday in businesses, we dress down, leaving the suit behind. In the process, our words go down a notch, getting less formal. By the end of the day, the team feels closer. By talking in a casual way, people feel more comfortable opening up, letting down their guards, and being themselves.

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Pen Eyeball-worthy Content

Reel in readers instead of deleters
Write Headlines That Get Clicks

Give readers a reason to test the water
by Robert Boduch - Smartads

 

Content with 100% Effort

Tackling the beast that deflates the passion for writing
by Nancy Langmeyer - Informed Marketer News

 

Connect with Prospects

Approaches for building relationships and earning trust
Make That Sale ... Without the Sleaze!

Nine steps to maintaining dignity
by Andrew Neitlich - SitePoint

 

Build Rapport with Stories

Fairy tales aren't just for kids
by Richard White - Ecademy

 

Reach the Destination

Drive messages through smoothly
Keywords to Duck

Drive the message from here to there
From Bennaco

 

A Study Looks at Opt-in Numbers

Prepare to deal with the onslaught of false positives
by Pamela Parker - InternetNews.com

 

Editorial Team

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© 2004 InternetVIZ, 2885 Knox Avenue South, Minneapolis, MN 55408 - 612-871-4000. All rights reserved.
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