The Art of Successful Writing


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It’s All About the Reader Experience

From as far back as my childhood days in elementary school, I clearly recall my fascination with words. Our teachers would speak with determined reference to the ways in which we needed to express on any number of levels through the many complexities of the English language.

Of course, in our very early elementary school teachings, those lessons were fairly simple in terms of what children that age could reasonably understand, absorb and apply both orally and in writing. Our preliminary task was to learn to speak the language and learn how to print, neatly and with deliberate and neat penmanship. Those words that we related to the most and were most often used in our day to day conversation were an early focus in class.

With each passing year, the importance of learning how to speak, read and write the English language became of greater importance, more and more complex. Grasping the spelling and meaning of each word was increasingly important, as was an understanding of just how complex the language really was. And then came the revelations of thesaurus content wherein lay a whole other dimension of the language through synonyms.

Well into the mid-secondary school period, we became more and more deeply engaged with the language through our studies. Written assignments became a routine part of our daily learning experience. Our teachers used the assignment process as a means to gauge our individual knowledge, understanding, and application of the language. I remember very early on feeling a sense of wonderment for the language, our language that was used in every conceivable aspect of people’s lives whether for personal reading, eventual writing as a profession, vocational requirement or creative endeavor.

Once into my secondary school years, I became increasingly aware of just how complex the English language was. We began to study not only advanced spelling of much more complex words and sentence structures but also a more in-depth study of the grammatical aspects of the language. This was pretty heavy stuff and for many, English Literature was tedious, boring, confusing and confounding. Many of my friends would question why we needed to know all that stuff, to begin with.

Well, when we eventually delved into the study of historical masters of the language, both structurally and creatively speaking, even more of the class began to wander their attentions to idle scribbling in their notebooks and banal daydreaming to while away the hours. Many would frequently check the big clock on the classroom wall, counting the minutes down to recess, a break from all of the mundane study sessions.

I look back on those days with a clear recollection of my own curiosity, no, fascination, with learning the English language, reading assignments and writing book reviews. The first time I held a novel in my hands was a milestone I will never forget. It was like diving into deep, darkened waters to unchartered depths of exploration and discovery for me. I kept those thoughts to myself because, quite frankly, kids in the day thought that anyone who was engrossed in reading studies was a ‘geek’, unusual to say the least.

Early into my high school days I began to have a sense that, even though I did not have a clear idea of what career direction I wanted to take, somehow I envisioned it having a lot to do with writing, communications, anything along those lines that would be an essential part of how I would make a living.

The study of poetry was for many an abstract, a nonsensical journey into waters that most students felt that they would never ply. What application could there possibly be through the use of poetic verse in our daily lives, right? Yet soon, I would develop an inspired thirst for the study of poetry. It led me to an appreciation for uniquely creative word, phrase and sentence composition that took a tremendous amount of focus to write effectively. Years later I would develop a lifelong passion for writing poetry.

I soon developed an even greater appreciation of how content development, in general, would form the basis, the foundation for more comprehensive writing applications that I would use throughout my entire career. My parents recognized my innate sense of excitement reading, especially fictional novels that I brought home from the library. One day mom brought home a box set of Hardy Boys mystery novels, hardbound and engagingly illustrated on the front cover.

I quickly became hooked on those Hardy Boy classics and read them repeatedly. My home library collection grew with each new publication and soon I would be into Nancy Drew mysteries and more. I would be fixated hour after hour, consumed by the gripping storylines, the suspense and wondering at the final outcome of each story, not wanting to put the books down when called for dinner. I would often read late into the night on weekends.

I loved the way the author developed his or her characters; their unique appearance and personalities, their voice, beliefs, interests, likes and dislikes, and their role in the story. And then there were the physical settings that surrounded individual scenes which rounded out the story. It all played out in my mind as a cinematic scene in a motion picture at the town theatre.

I recall punctuation being one of the more challenging elements of writing that I found difficult to grasp. I had an uncle who was a well-known journalist in both the newsprint and radio media. He was an artist and created the most incredible sketches with a graphite pencil that I have seen to this day. I began to read his newspaper articles, primarily editorial and sports columns but he later ventured in the most impassioned way into the political commentary and critique arena. He had a tremendous thirst for stirring things up and politics was just the thing. He struck out with a more unconventional and often controversial voice that had many readers incensed but truly got their attention and response. Those were my early lessons in reader engagement.

The more I read Uncle Gord’s columns, the keener my interest for writing became. I was fascinated about how he developed his storylines, how he captured interest and attention through the words he fashioned, how he painted a picture through every story told. The tremendous power and effectiveness of his word and phrase use and his very sentence composition was a marvel. I even fascinated at how each and every paragraph transitioned so fluidly to the next.

As a teenager, I was beginning to have a strong sense of where my career direction was meant to be. I decided to go on to college and study journalism. My interest and apparent strength lay in the printed media. I would work for newspapers, reporting stories from out in the field about any number of interesting subjects. I would interview important and learned people in order to establish and support my storylines.

While my passion for writing continued to grow during my college studies, the romance with journalistic reporting lost its shine, its polish for me and I did not pursue completion of those studies nor that vocation in life. Still, I would eventually forge on to management roles with a Crown Corporation that would be the beginnings of a life-long career in property and facility management. It was during those thirty years as a professional in the real estate management industry that I would apply extensive written communications on a daily basis.

Once I experienced the managerial roles in the real property industry, it was then that I quickly became aware of just how important effective written, and oral, communications would be in the course of my daily management and reporting of property operations to our clients. I was required to communicate in a clear, concise, informative and persuasive way, with clients from all walks of life. I would address property issues through all matter of supportive external service providers of daily or periodic services to our clients from trades-related contractors to architects, engineers, lawyers and industry professionals.

The strict rule of thumb within that Crown Corporation and all of the subsequent private sector firms that I was engaged by was to provide factually sound, informative and engaging communications and written reports to all clients and stakeholders. My accuracy and effective ‘voice’ through my written communications had to be delivered with the utmost clarity, consultative expertise and meticulous in its execution every single time documents were distributed from my desk. Critical decision processes were imminent from my communications.

Anticipating the extent of my focus on the written word moving forward after secondary school, I undertook to study intense, in-depth elective and college courses in English, grammar, and business management and communications as a precursor to my successive management years in a career that truly demanded exceptional oral and written communications skills. There would be absolutely no room for contextual error when it came to professional communications whether oral or written.

I learned the fundamentals of a storyline and communications development right from the opening sentence to set the voice and tone of the piece and what the reader could expect throughout its message, to the main body of the content delivery and final paragraphs that drew informative recommendations and conclusions. The content that I wrote was very often extensive in nature and complexity and was ultimately eight to ten or more pages in length. Even at that length, I was to cover a high volume of information and client recommendations in a clear and concise manner. Brevity to the point of confusion was never an option on the table. A lot was at stake if my message was somehow misconstrued.

The Art of Reader Engagement

The strength in communicating in an ‘engaging’ way goes far beyond mere logistics and factually informative report writing. In addition to writing highly informative content, the reader’s attention easily becomes distracted, especially the longer the overall length and depth of a piece is. Writing in a conversational voice becomes an essential element of reader engagement more now than ever before.

People’s time is harried; condensed into split seconds of engagement or distraction. Get to the point and give the reader what they are looking for and the sooner the better. Cut out superfluous content that would otherwise be characterized as ‘fluff’. Cut to the chase and make your point, especially from a content marketing perspective! What people will engage in is informative content that identifies the very problem they are experiencing and how best to go about fixing that problem, making their lives better, easier, more efficient, more cost-effective and enjoyable.

We often view ‘art’ as an ‘expression’, a unique and creative oral, written or painted/sculpted delivery of one’s thoughts or ideas whether spoken, on paper or online, even physically formed in an artful way that brings a pleasurable, inspired audio or visual experience to its audience. The beauty of any art form is strictly in the eye of the beholder…or is it? Is the perception of art by design for the divine graces of the beholder or is it mere aggrandization of its creator?

The art of reader engagement is all about the reader experience.

Today, when appealing to the emotions of your intended reading audience in writing, the critical element that delivers ties that bind is forming a connection with our readers through their emotional response to our content. Speak to your audience in a conversational tone…share with your readers through your own voice rather than second or third person.

When you relay a story as part of your message delivery, infuse the human touches that your audience can directly relate to. Consider a love story unfolding in your novel. What is the lighting like? Is it overpowering, glaring, unromantic or gently subdued? Are your characters yelling out to each other from separate rooms or are they close, but a movement’s touching away? How are they breathing? What are they gazing at? Are they resisting or embracing the imminent connection? What is the tone of their voice in conversation? Is it a matter of fact, suggestive, evocative?

How do we know we are making that important connection?

As writers, much of what we write is intuitive, off the cuff, instinctive progressions of ideas and circumstance which tend to lead the story where it is willed to go. It may follow our intended path of logical direction and flow but it also may weave its own directions between points A to B as would feel most natural under the circumstances.

We are a curious lot as creatives. We write as it feels good to ourselves. We develop a smug reliance on our instincts for brilliant situational development and resolution. Nancy is falling in love with Tom and that is how the story will end…right? Well, not necessarily. Writing as creatives, we hunger for what lies outside the box, the surprise element, a long way from what may seem logical.

In the literal sense, an artist will begin their project with very little or no sense of what they are about to create and allow the construction to go where it will. Here is what I, as a creative, experience when writing poetry or prose:

  • I first develop a conceptual idea for each piece.
  • As with a storyline, I envision a beginning, middle and an end.
  • I begin to write my piece from that concept.
  • I always have that ending in mind yet most often new ideas form in my mind and the piece takes on an entirely different direction and meaning.
  • I structure or shape my ending, my close, based on a new and fluid conclusion to the piece as it has progressed.

During its writing, I read back every word, every line, and every stanza repeatedly. Is its progression fluid, is it clear and engaging? With each new line, I read back again, always repeating that analytical process. I am incessantly reading back through the eyes of my readers, always. It is the reader experience that is paramount. Am I evoking an emotional response? Is it appealing and compelling for its intended audience or would it better be expressed another way?

I obsess on whether the reader is tearing up or grinning from ear to ear. Am I just being a coy and manipulative ass or am I producing something truly meaningful and never self-serving? Now, self-serving is a whole other matter to address and even though one’s content should never be overtly that, there is a quiet sense, as a writer, of the desired self-fulfillment, always. Still, my content always aims to resonate with its intended reader…without exception.

Content Revisions

Regardless of the genre or intended audience, whether a fictional novel, a university dissertation, business communication, content marketing or advertising copy, the primary objective is to write content that fully resonates with the reader. It has to echo, in other words, the reader should be able to relate personally to the content. It should invoke an emotional response. Editing or revision of content brings that content to its most clear and concise delivery while still delivering an enriching experience for the reader. The ambiguous becomes more clear, more appealing and a more natural progression toward the conclusion of the chapter or piece overall.

Revision fine-tunes, makes greater sense, hones in on specifics, filtering out redundancy, superfluous wording, laying bare a truer and more assuming path for the reader to walk along. When describing an action or reaction, use specific description to clearly explain a character’s train of thought to substantiate their response.

As you write, place yourself squarely in the shoes of the character in the moment. Each of their actions or reactions must emulate their personality under a particular circumstance and how that might change during other extenuating circumstances. It has to fit. If your reader does a quick about face there is an immediate and confusing disconnect. As the architect of the story, we need to always be acutely aware of the logical action and reaction that fits each situation and its participants.

In the writing process, if I have done my job you should be sensing the emotions of the characters and in response, you may well feel emotions of your own whether empathy or sadness, supportive or standoffish. In the course of reading, we experience our own sense of emotional responses, some that are powerful enough that our general response to similar circumstances in real life may change in kind. If we are going to interject an out-of-character response in the story we better resolve that displaced response with reasoning accordingly.

What does a creative writer do?

When I say ‘creative writer’ I am doing so from a fictional perspective as well as in the sense of written communications business to business or other specific targeted audience. We are ‘creatives’ in the sense of how we develop our content or copy. We develop the words and message for our intended audience and purpose, right?

We create or write and then were reread over and over again. Then we revise our content or copy through a series of tweaks as we examine our words, under the microscope, from every angle. Does it suit? Does it appeal? Does it invoke the intended response? Does it compel the reader’s own response and/or desired action? We must always read through the eyes of our audience.

We must always be mindful that each and every reader has their own personality, their own belief structure, their own likes, dislikes and reactions to what they see, what they hear and feel when they are reading. Our content should always compliment the reader’s intelligence and innate sensibilities, their potential personality, sense of humor and logic, wit and fancy.

Revisions are for the benefit of the reader and rightly so. Anticipate the changes being made during the editing process and how that might alter the reactions and responses of your readers in kind. Anticipate your readers’ perspective from various angles. As a writer, gauge your own responses as you read back your content and ask yourself how your varied and diverse readership would react in kind.

Build on your story through anticipation

Whether writing your first novel, business communication or advertising copy, it is essential that you write and revise through the anticipation of what it is your readers will be anticipating as they read progressively through your content and how they will react or respond. From a content marketing and advertising copy perspective, register a problem that you know your targeted audience is experiencing, build on the emotions being felt about that problem and show your audience how you can help them overcome that problem.

The approach to writing your novel is not dissimilar. Build a problem into a situation or scene, carefully anticipate your readers’ potential reactions or emotional responses and move the story or message forward with a most logical conclusion or solution to that particular problem.

Write with purpose and direction but the flexibility to allow for change

As writers, we fashion ourselves as conductors of an orchestra; flapping our arms and hands as directional overtures that guide our individual and collective musicians to act and react in response to the intended course of the composition score. As the music plays out in response to our direction, sometimes a wayward yet keenly enthusiastic and artistic soul among the collective throws in their own sense of musical prowess. As a conductor with an acute sense of hearing, you sense an errant series of notes, subtly off course yet curiously intriguing to be sure.

So you strike out for the cessation of sound as you awkwardly collect your thoughts. Then and without undue fuss request that the wayward musician replay that series of notes, audacity aside! Much to your astonishment, you, the masterful conductor, suddenly experience the unexpected; an alternate yet surprisingly pleasing and well-suited interjection of background accompaniment that works even better than the original score. What follows would be a rather furious recording of the new and preferred enhancement of the musical score, with a discreet nod to your ‘co-writer’ as subtle approval and signal to the collective to repeat the overture accordingly.

We must read back our work with an open and receptive mind to change.

Regardless of the source, our intuition becomes imperative in the moment. Trust your instincts, gauge your reader response and go with the subtle nuances of revision as the story or message progresses and as we read back repeatedly during the editing process.

It is the allowance for unexpected change that will shape and reshape our story or message in the most meaningful ways. As in life, we experience many twists and turns in the journey and must adapt to those changes which, for the most part, are positive. We can always alter our course when anticipated changes are not the most suitable to the storyline, message and solution conveyed.

Have you ever sat bolt upright in bed, shocked out of a dead sleep only to groggily awake to brilliant notions for a piece you are writing? Has it caused you to laugh out loud in the triumphant glory that such a critical idea would somehow startle you out of dream state, about your writing project no less, and render your storyline or copy superbly better conveyed? Well, I certainly have experienced that flash of unexpected light and regardless its origin it had me scrambling for the light switch and my pen and writing pad to get it down before the thought drifted in tatters out the open window!

Never take for granted the subtleties of revision on the winds of change. Some things were just meant to be!

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© Don MacIver 2017; All Rights Reserved

Essential Elements of Effective Writing; Plan, Draft, Revise, Proofread and Edit


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Avoiding Problems

Editing and proofreading are critical elements of the writing process but make sure that you give equal and unwavering priority to the writing process itself. Read on…

When writers make haste with any of the essential steps of content development the end result can be a document that lacks clarity, confuses the reader, will appear poorly conceived and lacking authority. At the proofreading stage, the task of going back after your content is completed to resolve such issues will add a substantial amount of work and frustration to the proofreading and editing stages.

Proofreading and editing must be an exacting exercise that examines your content right from the title or heading through to the closing sentence of your content. That goes for any content that is to be distributed in professional circles throughout your place of business, published to a website or other online location or a book manuscript published in print or electronic formats. It is a painstaking and absolutely necessary final step of ensuring your content is error-free, grammatically sound, structurally, substantively and stylistically consistent, fluid and solid in presentation and message delivery.

Unless you take the time and exacting effort to follow through on each and every one of the critical steps to the writing process you are running the risk of your readers questioning your professional standards, your expertise or authority level and the critical risk that your readers or targeted audience will not read through the content and never return to engage in your future publications.

Effective Writing and Editing Strategies

Sufficient Time Allocation

Be sure to allocate sufficient time for articulate, clear and concise content development, proofreading and editing. Create an advanced timeline on a calendar or content management system software that will ensure that you stay on track and on topic. Leave room for unanticipated delays.

Keep in mind that there is nothing worse than scheduling your work so tightly that if any unforeseen distractions or delays occur you are cornered into a stressful and frustrating situation, especially if hard deadlines for submission are on the table. Also, anticipate sufficient time at the conclusion of the project to fully execute the proofreading and editing stages AND time to go back for further revisions and an additional round(s) of proofreading if necessary. So much can be sacrificed by rushing content development only to submit your work before it is at its absolutely best form, presentation, and message delivery.

Brainstorming Your Content in Advance

Set down an advance chronological sequence of content layout, format and subject matter. If you don’t have a plan in place to achieve specific objectives with your content according to its intended audience, your distributed or published material will lack the relevant focus it needs to have the optimum impact on your reading audience. You will also find inconsistencies in your content flow or progression.

From a marketing standpoint, clearly envision ahead of time what problem you are addressing that your readers will typically be faced with and what the best solutions are for your readers or customers to implement to avoid problems and make their life better, smoother, more enjoyable and prosperous.

Research and Knowledge about Your Resources

You should have a solid grasp of essential grammatical and citation rules that apply to the type of content you are producing. If you are getting into unfamiliar territory with the proofreading and editing disciplines you should consider bringing someone into the process that is proficient with resolving spelling, grammar, punctuation and all that is entailed with proofreading and editing textual content.

Keep essential tools such as on or offline dictionaries, thesauruses, style guides, research documents and relevant articles, handbooks and more. Having a skilled and competent mentor available when you need clarification is also a valued asset to the process. At every step of the way, if in doubt refer to those resources rather than leaving the task for the proofing and editing phases which can become monumental works of their own.

Identify Your Vulnerabilities  

Set down on paper a list of those issues which you tend to make errors on; in doing so you will minimize the editing process later on. By following a list of your common challenges you become much more mindful of avoiding those various errors line by line through your content development stages.

The Proofreading and Editing Processes

Many writers elect to print out a hard copy of their content on paper as a preferred method of reading back their content for proofreading and editing purposes. Professional editors and proofreaders will often elect to print for their purposes as well. Errors are often harder to detect on a computer screen. A related practice is to use a straight edge i.e. a book, blank page or ruler to control the eye’s focus strictly on each line being examined to ensure that you are fully focused word by word on each line.

When reading large volumes of written content it is common for the reader to experience a ‘lazy eye’ or scanning/glazing over of textual content. As the author of such content it is easy to become over-confident in your own writing accuracy and the habit of quick scanning of content rather than deliberate, focused attention to every detail becomes a risk. As such, even with repeated rounds of proofreading, you can quite easily fall into this glazing over habit with repeated missed errors as a result.

After your written work has been completed plan some time to sit back and relax away from the project before sitting down for the proofreading and editing processes. Rest your eyes and your mind for a few days before returning to your content. Review with fresh eyes and clarity of mind! You will be much sharper in readiness for this critical phase of your writing.

As an early detection and issue identification process during the writing stages of your content, you may wish to implement software such as Grammarly.com’s online extension for grammar checks. Do not rely solely on any such software to fully identify and resolve the many English language issues that can arise during the writing process.

Read Content Back Aloud

A great way to help you maintain focus is to read back your content out loud. By doing so, you will audibly hear and detect obvious inconsistencies in content delivery, confusing wording or phrasing or material generally out of context with the subject matter. Reading aloud forces you to focus on the text itself rather than the theme or specific ideas being presented. Sentence fragments are a very common issue with many writers. They tend to write as they would speak however incomplete or fragmented sentences are not grammatically correct, read poorly and are often confusing for the reader.

Reading Content Backwards

You may be scratching your head right now at this suggestion but it is also a highly effective method of tighter focus on individual letters and words during the proofreading process. It forces the eyes to have an even narrower focus on individual words, their spelling, sentence completion and comprehension and overall cohesive flow of content from one paragraph to the next.

Have you ever found that in second or third rounds of proofreading you are still missing errors? The problem is very common and goes back to my reference earlier here of the author becoming over-confident in their own writing accuracy. With that over-confidence brings the bad habit of scanning or glazing over content rather than a strict focus on every single letter, word, phrase, and sentence throughout your content.

Think of editing this way: Clean, clear and concise content that informs, inspires, educates and/or entertains is critical. Just as critical is presenting error-free, grammatically correct content and that your ideas flow consistently. When readers and especially potential clients, business associates and influencers read your material, it is critical that they have an extremely positive, impressed and enthusiastic response to your content.

That being said, why would you risk losing that critical new audience, collectively or individually, through sloppy textual content that is riddled with the type of errors already raised here previously? The same goes for purchasing customers of your novels. Make your body of work the best it can possibly be.

thClosely Check Your Punctuation

Punctuation is one area of textual writing that is often overlooked. It is an area that demands advanced study and understanding and should never be second-guessed during the writing process. For anyone well-versed in proper punctuation, nothing looks worse than sloppy, haphazard or misplaced and incorrect use of punctuation.

The English language is highly complex. Unfortunately, the educational system typically glazes over proper grammatical practices. For anyone who aspires to become a published writer or in any way must produce accurate, informative and highly polished and professional content through their place of employment, their business or otherwise, taking appropriate courses in advance to gain that essential knowledge is a must.

Where you do not possess such knowledge you will need to hire a professional proofreader and/or editor to undertake the proofing and editing phases of your content development prior to its distribution or publication. You can utilize MS Word’s built-in spelling and grammar check software as a starting point to the process once your content is ready for proofing but we aware that such software, free or purchased, is not infallible. The software is not human and as such, even through extensive programming the software cannot and does not fully detect spelling and grammatical errors.

Because programming cannot fully address the detection of any and all types of textual content errors for issues such as correct proper name spelling, sentence fragmentation, every instance of proper punctuation and grammar applications, the final examination authority rests with human eyes. The technology just isn’t that far advanced that it is even close to being perfect at this point in time.

Run-on Sentences

Like many of us, it is very easy to find yourself writing elongated or “run-on” sentences. The Flesch-Kincaid Readability Standard was established by scholars years ago which address this issue in the overall presentation of textual content writing. I have focused on these various elements addressed by the standard in a previous article and will not cover that range in this article again today.

The Flesch-Kincaid Readability principles have become ever more critical in today’s world of huge demands on people’s time and focus. This has become statistically evident even more so online where effective content presentation is essential to content marketing and retaining our readers’ short attention span. In a time when online searches produce relevant content in a matter of seconds and the reader expects to determine in only seconds whether or not they are at the right location for the information, they are seeking, highly engaging content is all the more critical.

Once you have engaged readers in your content, on or offline, you must be constantly mindful that all content is well spaced, with easy to read and understand wording. Sentences need to be kept short and to the point and you should refrain from developing paragraphs that exceed three or four sentences maximum, on average, throughout your content body.

As such, well-spaced content that includes space between relatively short paragraphs gives the reader’s eyes a brief pause or rest before reading on and can actually provide critically brief moments to absorb what they have just read. In turn, this overall formula helps to maintain focus, interest, and perspective during that reading experience.

If that focus or interest begins to wander the reader is more inclined to click out or close the book without finishing the read to refer elsewhere for their reading purposes. In terms of published content like novels that translates to lost revenue and repeat customers for the writer.

Ensuring Proper Citation Presentation

Where you have content which requires reference to its original source for proper authority reference, you will need to ensure that you apply the appropriate format of citation and location (in-text). Also, ensure that the references are properly displayed and located i.e. either ‘footnotes’ for references located at the bottom of the same page where the citation is found or ‘endnotes’ which are located at the end or conclusion of a particular chapter or body of text that the citation is found in.

Proper Quotation Form

When you are providing a quotation of the written or verbalized statement of another, you must be sure to include the word for word content in its entirety. Make sure all quoted content is spelled and worded exactly as it was presented by the originator. The quotation should therefore not be altered in any way from its original content and form.

Obtain Content Feedback

Before going forward with your content distribution or publication, take the time to seek feedback from friends, acquaintances, work associates, industry professionals. As writers, we tend to be so closely attached to our written work that we lose a level of objectivity when it comes to the perceived quality of what we write. We are often less critical and effective when it comes to proofreading and editing our own content objectively.

By getting the opinions and early responses from those objective individuals you can get a better sense of how recipients of your content, whether through business or publication, will receive your work. Will they perceive you as an expert source of information or entertainment and want to obtain more of your future works or look to others for that desire or need?

That outside objectivity will help to identify weak spots in your content that contain an error in fact or are less engaging. Feedback will help identify areas of your content that is unclear or confusing, perhaps not fully consistent with the storyline or forward movement of idea flow.

Taking these steps will help you to ensure that your writing improves and is the best it can possibly be in advance of it going out to its intended audience.

~

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© Don MacIver 2017; All Rights Reserved

8 Copywriting Essentials to Master in 2017


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1st Rule of Engagement; Stop Selling Yourself & Focus on Customer Benefits!

What essential copywriting elements drive response?  Copywriting has been around for a long, long time and although the focus and perspective evolves to an extent over time as marketing and advertising professionals rethink and reshape, the core principle of copywriting today centers on how your prospective customer or client will benefit; what’s in it for them? Read on to find ways to zero in on best copy strategies for your market.

Lose sight of that focus on how you can help your customer acquire a less complicated, more enjoyable and problem-free life experience and conveying that very story at all times is key to capturing your targeted market’s attention and desire to keep reading what you have to say…and clicking through as directed to find out more and make that critical buy decision.

For as long as memory serves, the sole focus in marketing and advertising copy was centric to ‘Buy me, buy me, and yes, buy me.” Not anymore!

Regardless of ongoing innovations in digital marketing and PPC (pay per click) advertising, writing effective ad copy continues to be the essential factor in driving audience engagement and compelling them to want to find out more and ultimately may offer a prospective purchaser whether what you offer is a product line, services or causes and more.

Be aware that the platforms that we are using as marketing vehicles are in a constant state of flux. We must always stay current on the many changes those vehicles are undergoing. As equally important, the reasons for those changes and how we as marketers and business proponents need to adjust and take advantage of the new and improved version of those vehicles drives new potential in a fiercely competitive marketing arena.

Industry Tools

As demanding as research is in terms of our dedication of time and energy, we need to always be aware and intimately understanding of the many relevant tools and technologies that are developed to enhance our targeted audience reach and engagement. You cannot afford to allow your own strategy and techniques to fall short in terms of ad copy that is not on-point or all of your efforts will lose ground rapidly in terms of relevance and effect.

Master the Craft of Skilled Copywriting 

Take your craft of copywriting skills to the next level through ongoing research and development or your return on your efforts will fall well short of expectations. Be sure that you implement current standards as time passes to that end.

Keywords remain an important part of your copy strategy. Use your core keywords in your ads in accordance with current Google policy guidelines at all times. Never underestimate the critical importance of algorithmic and content ranking that comes with Google updates as they occur, at times twice or more within the same twelve-month period.

Lag behind in your awareness of what the major search engines expect to see in your content at any given time, especially Google, will prove harmful to your website and can result in critical loss of visibility to the extent that all your hard work to develop your hub presence online becomes virtually ineffective and your site ‘invisible’ to those searching for what you have to offer.

8 Copywriting Essentials

1) Write Your Copy to Meet User Needs & Objectives

›  Make sure that you anticipate what your targeted market/audience needs and/or wants to make their lives or businesses better. That takes research so take full advantage of all relevant articles and innovative new data analytics tools which help define who your audience reach includes (demographics) in terms of relevance, interests, geographical location, age, gender, education, vocation and more.

›  Phrase your ad copy very carefully to make sure you are capturing their attention and appealing directly to what those needs and desires are.

2) Use of Numbers or Statistics in Headlines

› Market prospects will often share what their purchase budget is in advance. By including pricing in your ad copy you will help with the consumer’s decision process when they are considering your ad vs the ads of your competitors and what they have to offer.

3) Appeal to Your Market’s Sense of Entitlement

› This area of marketing may be less familiar to you. People today have an acute sense of entitlement. They have strong and deeply personal perspective on what they should be able and are entitled to have in their life not only in terms of lifestyle but also personal belongings/possessions and more. Appeal to that sense of entitlement in terms of emotional response to your ads by your prospective customers.

4) Emotional Triggers

› When writing your brand story and ad copy draw on responsive emotions that will drive reaction and potential decision making motivation i.e. excitement, anger, disgust, fear, urgency. Statements of affirmation and humor also invoke response. Use careful and respectful wording when drawing on these type of emotions so as never to come across in an offensive way.

5) Write Unique, Keyword Rich Display URL’s

› Be aware that diplay URL’s are often of greater interest and relevance for ad copy. Design your ad copy to contain your top or core keywords. Remember that search engines pick up on keyword elements which help to identify what a particular article, blog or website is all about. That is essential to your placement and positioning in search results!

› Remember to always incorporate your core keywords into your website and blog/article headings and body text in addition to the ad copy you write. There should be a direct correlation between your various online presences accordingly.

6) Use of Punctuation to End the First Description Line

› End your first description line after your headline with a punctuation mark i.e. an exclamation mark (!). By doing so your ad may receive an ‘elongated headline‘ if that ad places in the top three search results. An ‘elongated’ or ‘extended’ headline means that the text from your first description line is moved up to the headline. The extended ad headline has the effect of increasing the CTR (click-through rate) of ads. 

7) Anticipate Common Objections with Well-Crafted Copy

› Read back your headline and ad copy repeatedly to make sure that it will have the desired affect on its intended audience. Before even writing that copy, make sure you have fully considered who your intended/targeted audience is and how they will react to your copy wording. Always remember that by staying focused on your ad copy wording you are creating a positive influence when it comes to the reader’s decision process between you and your competitors. When it comes to ad copy, first impressions are critical. There are rarely second chances in the marketing and advertising copy realm of thinking.

8) Focus Your Ad Copy on Benefits

› Last but certainly by no means least is this ad copy essential; regardless of past convention, do not sell yourself or your company by telling people how great you are! This is critical. Understand that they only care about how you can make their life easier or better for them. The consumer today is sick and tired of the age-old marketing and sales approach that is “Buy me, buy me.” They just don’t want to see, hear or otherwise embrace that tactic anymore. They know what advertising is purposed for. Still, their focus is strictly on how they alone will benefit from what you have to offer…so maintain the ad copy focus strictly on them!

Make absolutely sure that your ad copy is clear on what the reading consumer will gain for themselves by purchasing your product, service or cause. Lose sight of this critical convention and you have just wasted a lot of time, effort and advertising dollars (for yourself or your client) only to see your ad campaign fall flat on its face with lackluster results. After all, the ad IS all about the consumer!

For more information on copywriting take a look at this HubSpot.com list of Fantastic Copywriting.

Manuscript Formatting Guidelines for Authors


615x200-Word Formatting Windows 2007

Mastering eBook Manuscript Formatting

Today, I want to reach out to publishing authors, especially those who may be closing in on their publisher submission date with their manuscript nearing its powerful conclusion! I want to share some essentials for producing a clean manuscript file with advance knowledge of the critical publishing element of manuscript formatting.

As a manuscript editor, proofreader and formatting specialist, one of the very first questions I ask my author clients is: “Have you set up your manuscript formatting in advance of getting down to the writing part of the business?” The answer is most often a curious (or nervous) “no”.

When you publish your book in electronic or ‘eBook’ format you must adjust your MS Word manuscript file document to comply with your chosen publisher’s ‘Content & Formatting Guidelines’. This must be done in advance of the writing process in your Word document file to ensure that your interior content for the book has a clean, quality presentation with a high level of comfortable ‘readability’.

First and Best Advice to Authors:  Before you begin to type your story content into your Word file, always preset your document formatting to comply with your chosen publisher’s Formatting Guidelines. I will explain this requirement in more detail below.


Manuscript Formatting Guidelines for Authors

Lasting Impressions Editing; Newsletter No. 3, March 29, 2017

Formatting for eBooks in MS Word

The following book manuscript formatting guide is offered strictly as an overview. Authors or their assigned/engaged editor/formatting specialist should always refer directly to the chosen publisher’s ‘Formatting Guidelines’ as published in the ‘Content and Formatting Guidelines’ section of the publisher website to verify all formatting requirements. Such formatting guidelines can vary between publishers.

Building your manuscript in an MS Word document file goes a long way to simplifying the formatting process. Numerous of the ‘default’ Word document settings will comply with publisher formatting requirements however always refer to the chosen publisher’s guidelines provided to be certain you do not have subsequent submissions issues.

As an editor/proofreader and formatting services professional I have periodically discovered immediate formatting issues where a client has completed their manuscript development in advance of turning the file over to me for my proofing processes. At times the client had not reviewed the formatting guidelines of their chosen publisher with resultant conflict and textual and/or image distortion. If such conflicts in formatting are typical throughout a large manuscript file it can become quite costly for the author to have their editor correct the formatting issues front to back.

It is critical that publisher content and formatting guidelines are adhered to carefully to avoid the possibility of manuscript rejection by the publisher upon submission. The publisher requires quality content submission free of formatting issues which would otherwise compromise the reading experience for purchasing customers.

To alleviate this potential problematic and time-consuming/costly situation for my author clients I have prepared a pre-formatted Word document template, in full compliance with publisher guidelines, such that my client can commence writing their story manuscript directly into a Word file saved from the template that I have furnished them; a clean start right out of the gate!

For an author, these technical issues can be extremely time-consuming and stressful when all they want to do is maintain focus on their manuscript content development without distraction. It is also essential that whoever prepares the pre-formatted template undertakes a full review of the publisher content and formatting guidelines to ensure that they fully understand what is required so that there are no disruptive interruptions experienced during writing process. Also remember that publications periodically update/modify their formatting and content guidelines. It is critical that the chosen publisher guidelines be carefully reviewed before each new publication.

Formatting Tools in MS Word Documents 

For anyone who sets up the required formatting in the Word document ahead of the manuscript writing process, whether the author or their hired representative, it is essential that you familiarize yourself, well in advance of the writing stages, with the numerous functional formatting elements of MS Word documents. You will find the formatting tools across the top portion of your Word document (as illustrated through the visual above). The physical appearance and content layout may appear somewhat different depending on your particular version of Windows/MS Word.

Although numerous of the Windows Word default settings can be applied to your manuscript document, it remains essential that some of additional formatting settings be preset in accordance with the chosen publisher’s formatting specifications found in the formatting guidelines on the publisher’s website. Doing so will help avoid/minimize formatting issues that can delay the publisher’s acceptance of your manuscript submission and costly corrections if you have engaged someone else to address such issues. I am repetitive on this point and for very good reason.

Following are a series of general formatting guidelines to help you get started on the right track:

Home Navigation:

The formatting elements in Word range from the font face, size and color to text alignment, line spacing, textual content ‘styles’ for headings/title and subheads, body text format and more, each typically located under the ‘Home’ navigation key at the top of the Word window.

Insert Navigation:

Formatting elements found in this section include the insertion of page breaks, picture/images, creating a hyperlink, creating a header and/or footer and page numbering or ‘pagination’.

Page Layout:

Under this formatting category you will find page margin settings, page orientation (portrait/landscape), page size (select the page size that correlates with your chosen book ‘trim size’, number of columns if applicable; various types of page, column and text wrapping settings and section breaks. Be very careful to only use those settings permitted by the publisher guidelines.

A number of Word ‘default’ settings (as you find them preset when you open your new Word document) can be used but always refer to the publisher formatting guidelines first. There are absolute restrictions or reference to ‘minimal use’ of ‘forced formats ‘ stipulated by most publisher guidelines i.e. bold, italics etc. because the publisher wants your readers/consumers to be able to set their own reading preferences for their best reading experience. Overuse of certain ‘forced text’ formats can result in poor content appearance and readability.

Indentation:

Click open the ‘Paragraph’ drop down menu to preset ‘Indents’ and ‘Spacing’ defaults, again with reference to the publisher guidelines.

Tables:

If you need to use tables in your book manuscript, select ‘Insert Table’ in your Word formatting panel and choose the appropriate settings.

Font Face:

Most publishers only allow the use of three or four font face types i.e. Times New Roman, Calibri, Arial or Cambria because they are the most simplistic visually and convert best when the manuscript is submitted to the publisher through their conversion software. The noted fonts are considered by the publishers as best suited for optimum readability. Always check the publisher’s formatting guidelines to be sure which fonts are acceptable before you begin the writing process.

Page Breaks:

This is critical!  At the end of each chapter of your book, ONLY USE ‘INSERT PAGE BREAK’ to advance your cursor to the first line of the next (new) chapter page. NEVER ADVANCE THE CURSOR USING THE SPACE BAR OR TAB KEYS! If you do use the space bar or TAB key to advance the cursor either down the page or to the next page/chapter you will actually create serious formatting issues (not visible in Word) that will have to be corrected later on before submission).

Chapter Name or Number:

Always consistently use the first line of a new chapter for your Chapter Name or Number (as preferred).

Margins:

Always set your top, left, bottom and right margins in accordance with the publisher’s formatting guidelines. The interior or ‘gutter’ margins setting will vary depending on your book’s page count and details regarding the determination of this setting are found in the publisher’s guidelines.

First Line Indent:

Be sure to preset your desired ‘First Line Indent’ via the ‘Paragraph’ indentation settings provided through the ‘Paragraph’ drop down menu.

First Line Text:

Always be consistent with spacing between your Chapter Name or Number and the opening line of body text for each new chapter i.e. 4 or 5 spaces maximum using the ‘Shift + Enter’ keys only.

Line Breaks:

Do NOT hit the ‘Enter’ key at the end of each line. Word automatically wraps text to the next line while you are typing. To insert a line break part way through a paragraph or sentence press ‘Shift + Enter’ together to ensure that spacing between sentences is not altered.

Image Placement:

Be very careful with image use in the body of the manuscript and only as directed by the publisher guidelines. Pay particular attention to all specifications in the publisher’s guidelines in this regard.

Insert a photo image using JPEG formatted images with center alignment. Do not copy and paste images into your manuscript. Disregard the guidelines here and you will have a horrible time with altered, misaligned, blurred, missing or otherwise distorted images.

In Word, go to ‘Insert’ > Picture and then select an image file that is saved to your Pictures folder on your PC’s hard drive to upload into your manuscript file. Be careful to be aware of color restriction in eBook formats. Images are generally displayed in multiple shades of gray only for optimal contrast and clarity.

Cover Image:

Do not include your cover image(s) in your manuscript file. They are to be uploaded separately at the time of submission to the publisher. The cover image file is only submitted once (unless a subsequent cover design/change is made). At the time of publishing submission and republishing of your book, the publisher will automatically add the cover image again.

Spelling & Grammar Check:

Publishing authors are encouraged to use Word’s built-in spelling and grammar check utility but publishers strongly recommend that manual proofreading and desired textual editing be exercised as well because current content scanning software does not necessarily capture/detect all errors in English spelling and grammatical content for correctness.

Active Table of Contents:

An active Table of Contents (TOC) in your book is typically located immediately following the ‘front matter’ of the book. The TOC provides for ease of navigation throughout the book for your readers.

Note: Page numbering is not used in eBook formats because content (like Kindle) is re-sizable and displays differently during the conversion process. Page numbering can be adversely affected by the use of page numbering or ‘pagination’ in electronic publishing.

Chapter Name/Number Formatting: By highlighting each chapter name (or number) and setting each individual chapter name or number to the Heading 1 (H1) format, the Table of Contents will detect and display sequential chapters in order once activated.

Time is of the essence and critical to all authors, most understandably. Still, take the time right up front before you begin the writing process to understand the importance of formatting for electronic book publishing today and going into the future. If this is not within your wheelhouse as an author, engage a formatting professional to do it for you.

Regardless, make sure that your Word document is pre-formatted so that you start out on a clean slate and be fully conversant with formatting guidelines so that you do not inadvertently introduce formatting issues/errors to your manuscript file.

© Don MacIver, Editor, Writer, Lasting Impressions Editing 2017; All Rights Reserved

What Constitutes a Great Sales Pitch Blurb for Author Publications?


ebook-e-book-ipad-tabletSo you’re an author with a newly written book manuscript, ready for submission to the publisher for release and public retail distribution and you’re asking yourself what’s next? Well first of all, congratulations on achieving what so many only dream of doing!

Now that you’ve created the product to be the best that it can possibly be, proofread and edited to bring on the polish, painstakingly poured over every word and every line to ensure that your content is structurally and substantively sound and error free, the next step is submission of the cover design and manuscript to your chosen publisher/distributor for their final run through their conversion software in readiness for releasing the book for retail marketing and distribution.

Full stop! Once ready for submission, the author still has another essential element of the publication process yet to complete; the ‘Book Description’ or in industry terms the ‘Sales Pitch Blurb’ which are most often one and the same. If you take a look on the author retail pages of new publications on the publisher’s website you will see a cover design image of each title illustrating the front cover of each book being sold.

Right next to those cover images you will typically see the ‘Book Description’, often known from a marketing perspective as the ‘Sales Pitch Blurb’. For many of you who purchase or publish books on Amazon.com you will be quite familiar with the general format of ‘The Blurb’. The blurb is also frequently found on the back cover of print format publications and this variation will depend on publisher platform and in some instances author preference where afforded.

Purpose of the Blurb

Next to the cover design visual itself, the book description or sales pitch blurb is the most critical marketing element of your book presentation on the publishing platform. The browsing consumer has read promotional copy that you have posted to social media or a paid advertisement which links back to the author publishing page. They land on the new publication retail page and hopefully, after a number of passing seconds of close scrutiny of your book cover design, they are most suitably impressed and wanting to find out more.

The next step for the browsing consumer is to check out your book description whether on the back cover of the book they hold in their hand within the book store itself or as an accompaniment to the cover image on your online publisher retail page. After having engaged enthusiastically in the cover image let’s assume that the consumer is anxious to see more. They begin to read the book description which for all intent and purpose is the sales pitch blurb that will compel the consumer to buy your book!

The blurb is the quintessential tool for capturing the potential buyer’s attention and interest. This is the critical marketing copy that will either make or break the sale assuming that the consumer has not received a very strong recommendation about the book by someone with whom they implicitly trust.

What You Should Include in Your Blurb

You want to make sure that your book description or sales pitch blurb, whether associated directly with your author retail page as described above or incorporated into sales copy for a paid advertisement, is a carefully and skillfully executed enticement that provides an overview/glimpse of the storyline in a well-crafted blend of the primary characters to snippets of intriguing glimpses of geographical locations, powerful scenes and internal/external situational influences, tantalizing measures of fragrance, feel and anticipation without giving too much of the story away. Remember, you want to develop a sense of great anticipation and the desire to purchase the book to get the whole story! Give away too much and what is the sense of the consumer buying the book?

If you have not yet written a sales pitch blurb or book description nor engaged in any formalized copywriting, my strongest suggest to you is to either hire a copywriter to prepare the blurb for you or at the very least do extensive research in advance of essentially copywriting the blurb. This is not something you can sail through on a wing and a prayer. There is a skill level to copywriting that is essential to understanding the development of this critical piece and you cannot afford to leave this to chance.

Unless you quickly capture and retain the consumer’s attention, at least sufficiently to want to read the sample content preview that comes with the cover design or immediately add your book to their purchase cart, you will lose them fast. There is no room for mundane, generic content in the blurb’s development.

Copywriting is defined as written content which is intended to increase brand awareness and to persuade the consumer to decide to act i.e. to hire, to read, to purchase. This specialized form of content writing is the strategic delivery of words that will get people to take action and is one of the most essential components of online marketing. Effective copywritng takes time to research, study and analyse its essential cause and effect; to understand which approach to writing copy will have the greatest effect on the consumer/reader.

Need to Know:  The copywriter must understand what their targeted audience’ perspective on things is; your message must align with how your prospective customer sees things. Consider carefully what readers love most of all about your genre. What motivates them to keep coming back for more and for the first time buyer who does not know your work, what is this particular author all about and why are people reading his or her publications?

Know and understand what the reader’s motivations and desires are and ultimately, the copywriter must meet the basic expectations and go beyond to exceed their expectations! The author’s story must also meet and exceed the consumer’s expectations but that is a subject for later discussion outside of this topic.

Power Points for Emotional Triggers

Now that you have the basis of an understanding of the psychology behind the words that go into your sales pitch blurb, now let’s take a look at the essential elements of the blurb that you need to adhere to that will help to ensure that your book description/blurb do as intended effectively from a marketing perspective.

Develop Immediate Curiosity

  • Throughout the blurb, give the browsing consumer a hint of the plot. Use short, descriptive sentences that give away a little of the storyline, just enough to stimulate or entice curiosity and the desire to purchase.

Paint a Vivid Picture

  • This visual in the reader’s mind is so critical. They must easily relate to what they are reading. Use touch points that highlight locations, landscape and building structures central to the story. Liken elements of the book to the styling of similar popular publications/authors of the same genre and draw on the reader’s growing sense of anticipation with references to essential situational plot.

Effective Character Identification & Development

  • Identify your primary characters , their occupations or notoriety and the essence of their purpose or role in the story.

Set The Scene

  •  Identify the primary geographic location(s) featured in the book. Use engaging, descriptive wording to enhance the reader’s sense of fascination and excitement and its potential significance to the story.

Pose a Relevant and Stimulating Question

  • Draw the reader into the story with reference to a question that must be answered. Compel the browsing consumer to read on, to buy the book with this technique!

Use of Exaggerated or Sensational, Overstated Language

  • Use ‘Hyperbole’ in your descriptive language by using expressions which excite the imagination characterized by obvious and intentional exaggeration when describing critical situations that present themselves. Avoid bland descriptions that do not stimulate interest, curiosity or excitement and the desire to find out what happens in the story!

Book Reviews, Quotes, Reference to Your Previous Books

  • Use references where your book has been compared to that of another notable/popular author’s style.
  • When you have sought out advance book reviews for your new publication, highlight particularly vivid and expressive quotes by readers who have raved about your new release.

Length of the Blurb

  • Authors vary the length of their sales pitch blurb/book descriptions to a degree, at times designed to accommodate space allocation and location of the blurb whether as the book description on the author retail page of the publisher, front matter of the book or back cover copy. The blurb length, again depending on space allocation and placement of the copy, will range from approximately 150 words to 325 words. Usually the book description field will identify the maximum word count permitted. Take advantage of the specified allowable word count to effectively market your publication. Wherever possible my copy tends to be just over the 300 word mark. 150 words does not give you much space to cover the essentials to best advantage.
  • Keep clearly in mind the significant importance of the ‘sales pitch blurb’; it is the most essential and immediate marketing tool associated with the book publication and typically what browsing consumers review right after they initially scan and engage in the front cover design and its textual elements. Make every word palpable and compelling to motive the sale!

Sample Sales Pitch Blurb for a Published Book

Following is an example of a sales pitch blurb/book description that I wrote for my own most recent publication, a collection of my fifth volume of original works of poetry and prose titled ‘HEARTLANDS’, an Amazon.com publication. The actual copy and its tone selected for your particular publication and its genre will predicate how your blurb reads out but the principles of its composition, as relayed here previously, are incorporated in the piece and will give you a sense the framework needed to build an effective sales pitch blurb.

HEARTLANDS; TAKE THE JOURNEY

Sample ‘Sales Pitch Blurb’

Poet, writer Don MacIver has once again drawn upon his innermost emotional connection to contemporary prose and poetic verse, greatly influenced by all things that continuously inspire and foster visual perceptions through his written word and the desire to follow our own dreams.

Heartlands, a diverse range of highly responsive poetic works, takes the reader through a deeply personal engagement of life experiences and our natural surroundings that impact our living experience in a profound and enriching way that makes Heartlands a personal library favorite. Finding the ultimate connection whether through inspiration, romance and relationships, the powerful and deeply personal impact of our homeland, loss of a loved one, the tragedy of global military conflicts or just plain whimsical fancy; it’s all here on the pages of this exceptional fourth volume of this writer’s original works of poetry.

Imagine your own connection to candlelit dreams, our richly inspiring history of human hardship and accomplishment, a meeting of minds, finding your way in life, deeply emotional moments charmed by a romance, the heartache of misunderstandings and estrangement. Walk a pathway into the depths of an enchanting forest filled with the fragrant essence of wilderness, its solitude and restorative energy. Embrace your homeland, your ‘Heartland’, the very place of your upbringing, explore and discover the many possibilities that life affords our decision as they would shape our present and future.

Forever inspired and indebted to the brilliance of master poets through the ages, this poet writes in a contemporary style through a fusion of traditional composition elements that stimulate the reader’s sensory perceptions while affording each reader the luxury of their own interpretation and responses.

This writer’s deeply heartfelt and emotional connection to highly relatable poetic verse continues to engage him as a lifelong passion. ‘Heartlands’ is a nurturing, healing and uplifting reader experience.

You are cordially invited to dim the lights, cozy up in your favorite place of refuge and solitary, sip on something soothing and just let the words take you away. Feel the light and its earthly origins through ‘Heartlands’.

© Don MacIver, Lasting Impressions Editing 2016; Heartlands, sales pitch blurb

~

© Don MacIver, Lasting Impressions Editing 2017

Copywriting for Strategic Delivery


copywritingOne of the most critical aspects about advertising and marketing in its various forms is where the focus lies. In this article I will share critical perspective in the sales and marketing process through effective copywriting. 

For three years now I have incorporated copywriting in my core group of services as an essential part of helping my clients capture an ever-increasing audience. Whether you are an author, writer, poet, business professional, advertising specialist or indeed a copywriter you need to understand and embrace the core principles of copywriting and how this critical discipline is ever more important today and moving forward.

What Is Copywriting?

Let’s start with the basics. Copywriting is the writing of textual content for advertisingcopywritingdefinition and various other forms of marketing. ‘Copy’ is defined as ‘written content which is intended to increase brand awareness and to persuade readers to decide to act; to read, to hire, to purchase.

Copywriting is the strategic delivery of words that will get people to take a desired action and is one of the most essential components of online marketing. Effective copywriting skills takes time to develop through research, study and analysis of its essential cause and effect; what approach to writing copy will have the greatest effect on the targeted reader or audience?

Need To Know

The copywriter must understand their targeted audience’ perspective on things; your message must align with how your prospective customer sees things. Know and understand what their motivations and desires are. Ultimately, the copywriter must meet their basic expectations and go beyond to exceed their expectations!

SEO Copywriting

SEO Copywriting is a specialized form of writing that:

  • contains ‘keyphrases’, word phrases which your targeted audience/reader uses in their search terms to find what you have to offer.
  • helps to increase web content ranking in search results through Google, Bing, Ask and other search engines.
  • drives qualified traffic to online content i.e. websites, blogs, published articles etc.

Online Content Must Fulfill Two Essential Purposes

»  Content must appeal and/or be relevant to your audience/readers.

»  Google, Bing, Ask and other search engines must perceive your content as actionable/valuable/usable immediately by your readers. Your content must be quality and reflect you as a knowledgeable/authoritative resource. 


While my initial clients were primarily authors I soon became increasingly aware of the need for advanced writing skills and related services that would help each client not only bring a clarity and correctness to their work but also capture the attention of an ever-widening audience for them through copy centric business practices.

Business clients needed to engage in meaningful content analysis and discussion to establish a new way of highlighting the product or service that they offered. Most critical of all was how they said what they did through their website and communications; how they appealed to the prospective audience’ emotional responses based on their needs and desires.

One of the most critical aspects of content marketing, whether through book publishing or professional business or marketing and communications endeavors, individuals with important document submissions or business websites and beyond…is the essential need to connect with the right people, using the right words in the right place and time. As stated earlier, we need to connect with our targeted audience or readers in a way that embraces the perspective of those individuals, what they need and expect from us.

My author clients pour their heart and soul into their storylines. Many of them are employed and have a host of responsibilities and hours of work which pose limitations on the time they have to dedicate to not only writing but marketing their publications. Marketing of any product takes ongoing research and applied methods that are current; search algorithms, like Google, change frequently and must be part of the process of marketing as critical best practices change.

Business professionals, already bogged down in daily regimens of fulfilling their own respective responsibilities have little to no time for extensive research, effective writing that engages and sells nor the resources to invest extensively in paid advertising; that’s where experienced marketing and copywriting professionals come into play with a company whether an internal hire or a contracted service.

I have begun to work with advertising professionals to bring essential copywriting skills to the table in tandem with their superlative illustrative and graphic design elements for a superior, well-rounded advertising presentation that fully engages people in a powerful way and compels them to response, to immediate action, to hire or purchase.

Transitional Approach from Selling to Copy-Centric Engagement

Marketing takes a finely developed strategy. Our content must be quality-driven and provide the consumer with highly informative, interesting, entertaining and/or usable content that the consumer can use NOW, that they can take away meaningful and practical information that they can apply to make their lives better or resolve a problem TODAY!

Critical Rule of Selling

Always remember to write from the perspective of your targeted audience

  • Have absolute and focused empathy for the customer
  • Write to serve that customer (not to serve yourself)
  • Write to recognize and solve their problem or in some other way make their life better

Appeal to Emotions

Aspirations ~ Shame ~ Fear ~ Suspicion ~ Belonging

Always appeal to your reader/audience’ sense of motivational triggers with care and respect:

  • Their desire to dream or succeed
  • Their need to justify their failures; write to expose a failure and release it by wiping the slate clean. They should take the positive from the experience, to learn from it and move on.
  • People are naturally drawn to those who make them feel safe/secure.
  • People want to have a sense of belonging and have a sense of loyalty to a ‘tribe’

Historically, marketers have focused on selling their product to serve themselves, to meet their targeted sales objectives. Today, the marketing pendulum has swung away from the ‘Buy Me’ approach because people are quite simply sick and tired of being sold to.

People now want a sense of engagement, trust and the ability to make quick purchase or hire decisions based on reliable, quality and informative, customer-centric appeal.


Any author, writer, business professional or individual can increase their website traffic, reader engagement, communications audience reach and sales levels by using my editing, copywriting and publishing services to help compel their audience to  respond and take action for a more enjoyable, meaningful and gainful experience today!


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Introducing: Lasting Impressions Editing Newsletter!


Hello friends.

Today I am excited to announce the forthcoming launch of the FREE Lasting Impressions Editing Newsletter’, an information rich publication that you can draw practical content from that you can take action on right away!

I’ll share breaking news from the editorial industry; author publishing insights that are making a difference for writers in this hugely competitive industry; innovative social media trends as they evolve; content marketing strategies; business communications best practices and more.

Watch for my own special offers and Lasting Impressions Editing news as it happens! I am anticipating some great things coming along in the way of new client projects this year and will share the news ‘hot off the press’!

Sign Up For The ‘Lasting Impressions Editing Newsletter’ Today!

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Audience Engagement & Social Media Profiling in 2017


add-social-media-buttonsAre your website, social and professional media platforms producing the kinds of traffic and conversion results that you have anticipated? You’ve spent countless hours adjusting your online presence to comply with previous search engine algorithm changes, primarily Google, to no apparent avail? This article will focus on those two elements to your online presence and how to get improved results for the new algorithm updates just released for 2017.

Once again search algorithm updates are changing the way we develop our web content on our websites and blogs and through social and professional media platforms.

Improving the Mobile Experience

First things first; you’ve heard of the buzz over the past year about the rapid escalation of mobile use for internet access. This story continues to move forward to the extent that you can expect that the same trends will continue for years to come. Previously we were focused on optimizing our website and social/professional media for greater visibility in search engine results pages (SERP’s) and advance preparations to ensure that our online locations are mobile friendly.

The mobile technology requires changes to web design well beyond what the average user is familiar with and experts handle that in their website builder designs. What you and I must get on board with right NOW is ensuring that your website or blog is indeed configured for mobile browsing. The background design work has been established and factored into web design and now the end users (ourselves) need to do a number of things to our websites, blogs and social media to further that mobile friendliness in order that when mobile users arrive at our site or page they have an optimum viewing experience, failing which they will quickly click out and move on with the search results elsewhere.

Responsive design is simply not enough. You need to be sure that all of your navigation and site elements are highly intuitive and convenient for your visitors.

Long form content now reigns supreme. Develop your content through lengthy articles that are comprehensive; that is, to fully and deeply cover your topic. Don’t glaze over with superfluous content that does not help readers solve their problem; give them lots of details that represent advice for your readers.

People are sick and tired of old news that has no depth and lacking usable information and meaning. You now need to do extensive research on your subject matter to enable you to produce information-rich long-form articles that provide value to your readers. I know what you’re thinking; now I have to spend hours researching from countless sources and writing even longer articles. I’m pressed for time more than ever.

Because there is such a high level of priority and focus now placed on long-form, information rich content, make that your focus and relax your post schedule to accommodate fewer posts. That way you trim the time factor while maximizing the quality of content you provide for your readers. Never lose site of the end objective; increased traffic, authority interest, followers/subscribers, engagement and conversion to sales or increased customers/clients.

Social Media in 2017

Your social and professional media platforms continue to be crucially important assets for reader engagement, pushing brand awareness, driving consumers to your landing pages, websites and blogs as well as other intended online destinations. That sequence of audience transitions furthers our SEO objectives.

Today, in terms of your social media accounts, the new order for audience engagement is to become much more actively social with your followers and non-followers alike and far less focus and posting on BUY ME, BUY ME, and BUY ME. Engage with your followers and other social media users on their own Tweets or Facebook updates and do so in a genuine, meaningful way that illustrates your interest and engagement in their interests. Stop the constant selling!

By interacting socially with fellow users you subtly support your own brand through the experiential authority of your comments, your voice online. Wherever possible, practice this user engagement with those whose own account platform has relevance to your own. Then and only then do you have something which is mutually interesting to each other to talk about. Demonstrate your brand expertise being sure that your comments are fully relevant to the other party’s interests as expressed in their Tweets/update posts.

Non-Business Engagement: Don’t lose perspective on the importance of social engagement. Drop your shoulders, remove your tie, kick off your shoes and relax with social engagements. Factor that essential time into your schedule.

Comment on others’ posts that you liked; tell them that you got a lot from their post and thank them by name. If there is no room to comment directly on their Tweet, reply to them or send them a private message with the same compliment. Share others’ Tweets or Facebook updates frequently. Shares are a critical way to expand your fellow users’ audience reach and you will find that they reciprocate accordingly.

Be sure to always use the other user’s name in your responsive comments; personalize your comment by saying: “Nancy, what you’ve shared here really resonates with me. Many thanks!” Then follow up with later interaction, perhaps by private message or chat, share more specific comments and develop two-way conversation in a meaningful way. Assure them that their article or post gave you useful, meaningful insights.

By following this approach you’re not just fluffing through your comments in an ingenuous attempt to grab their attention about you and your brand. People see through that façade immediately. Maintain your comments strictly about them and when they respond with meaningful dialogue, return the gesture with your own meaningful response and close the conversation by wishing them a great day/week.

Do you see the trend that is quickly emerging here? Switch gears and back off the sell, sell, sell accelerator pedal. Reduce the frequency of Tweeting/updates about your own brand and links back to your website or blog considerably. I know that sounds counter intuitive to what we have been practicing for so long yet the new world order online paints a very different picture than those of the past number of years where it was THE only game in town.

Place the sell factor on your website or blog and ads where it belongs. Those vehicles are the primary hub location online where your content marketing should rest, beyond which expand your targeted audience through advertising. Social media advertising continues to be a powerful medium. Transition quickly to being social in your social media platforms.

Social Media Platform Profiles

If you have designed your social media profile properly you have begun by inserting your name or business name at the top of your profile next to your profile photo which should be a nice, professional head and shoulders shot of yourself in business attire (smile, looking directly at the camera or slightly off center) or your business logo.  Follow with your hashtag keywords that have the highest relevance and potential search terms that people will use to find what you have to offer. Those hashtag keywords are critical not only for search results but also to tell visitors what you have to offer once they land on your page.

Make sure you have included your business website or blog URL – a must to navigate people back to your website where the marketing process takes place. If character limitations become an issue, use a TinyURL or similar for the website or blog link. Make sure your LinkedIn profile is also linked through your social media profile and if there is still room add a short URL link(s) to your Facebook page. Add your location by city and province or state. This is especially important for the many that search for such services or products in their own locale.

A Word on Personal vs. Professional Pages on Social Media Platforms:  I strongly advise that you keep your professional content on social media platforms separate from your personal pages. Why? Because the two do not mix for the majority of people. Keep the two separate and by having individual professional pages on each of your social media platforms and LinkedIn as well. On Facebook I opened with my personal page and when I launched my business I created a business page that focuses on the business end. I am also a published writer/poet and keep that aspect of my online presence separate as well. Many people hate users posting business content on their personal page; after all it is a social platform. Business has become a huge part of social media in recent years but keep it separate from your personal page, otherwise you may well suffer adverse effects of lower follower numbers and engagement accordingly.

Images & Video Media

Another critically important aspect of social media content is the use of high quality images and videos that will have relevance to your brand, or that of your targeted audience, and which add informational/beneficial value for your followers. While staying away from the BUY ME aspect of your content, link only to the relevant image/video source or related article.

LinkedIn Profiles

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I cannot stress enough the importance of having a LinkedIn profile; if you are a business person, a marketing expert, a social media enterprise, a professional of any description or a writer, author or poet who is marketing their product, services or cause, or if you are job hunting or want to have a professional presence for business networking purposes and potential employer exposure, having a LinkedIn account is essential. The power of this mammoth professional networking platform cannot be understated.

LinkedIn Profile Image

A serious note to all of you who have a LinkedIn account for business purposes. LinkedIn is a professional networking platform with emphasis on ‘professional’. Time and time again I see profile photos that are cheesy, idiotic, circus fare, face jammed right up into the camera, comedic and contorted facial expressions, freaky colored hair and the list goes on. STOP THE GOOFY PROFILE PHOTOS. LINKEDIN IS A SITE FOR PROFESSIONALS. There is a rapidly growing furor over those kinds of playhouse mentality profile images.

Your profile photo on LinkedIn must be professional; make sure your appearance is professional. The profile image should always be a head and shoulders photo, hair groomed, clean-shaven, direct gaze into the camera with a nice smile (or slight turn for a partial side profile but only slightly). Wear a crisp, clean outfit suitable for your vocation. Take the photo while you are fresh for the day and not after coming home from a grueling 18 hour day or a night out on town. Looking stoned or otherwise inebriated turns people off fast. People want to be comfortable that in seeing your profile photo they would be dealing with a professional.

I see profile photos that are actually on the diagonal, fully sideways and some that are truly upside down. You want professionals to connect with you? Use photos like just described and they will click out in seconds and ignore your existence. Such photos have no place on a professional networking or marketing platform.

Disclaimer: I only make the foregoing comments about suitable profile photos, not to make fun or belittle anyone, rather, to illustrate the type of professional photo critical for the LinkedIn profile. Save the goofy, cheesy stuff for your socials.

Follow conventional practices in professional circles and avoid experiencing high bounce rates (quick arrival and click outs) that will render your LinkedIn page virtually useless in terms of professional activity and brand marketing and also reduce your website traffic drastically.

You are using the site to foster interest and drive traffic to your website or blog (whichever is your primary business/marketing platform).

Developing Your LinkedIn Profile

The profile page on LinkedIn is your place to sell your experience, talents and potential as a new employee, associate or business partner to those business professionals. The same holds true if you are marketing a product, service or cause. Put your best foot forward and work painstakingly on a quality, error-free, professional presentation of who you are, what you have to offer, what you have achieved and how to contact you. Get a professional friend to help you or hire a professional content writer or editor to get your profile fine-tuned to where it needs to be that tells other professions: “Yes, I want to be associated with this individual and/or their business enterprise.”

Much of my preceding comments on social media will also apply on your LinkedIn profile. Remember that your LinkedIn account is a professional networking platform – ensure that all of your content is just that…professional from top to bottom including your Profile page. I’ve linked my own social media and LinkedIn profiles at the end of this article for you to take a look at if you wish to help you employ best practices in your profile development.

Following is a partial screenshot of my LinkedIn profile page. Click on the visual to expand it for better viewing.

Don MacIver; LinkedIn Profile

LinkedIn Profile Image

Use a high quality/resolution photo image of yourself (or your business logo) that is free of distortion. Image specifications are searchable if you are unsure of the most suitable image size to use for best quality image viewing. The image should be clear, sharp and as relevant as possible to your business or profession, services, product or cause. The importance of a professional appearance of the header image is as critical as the header image for your website or blog, often one and the same for brand recognition.

An incomplete, nearly blank profile page is virtually useless here. Even if your experience is minimal you should be able to draw on the experience, education and interests that you have acquired to date and as your experience and employment situation changes. Always remember to update your LinkedIn Profile accordingly.

The colors incorporated into the header image you select should mirror the colors that you have in your business logo. It all goes to brand association and recognition…an important aspect of on-page images. Remember that if you find this page unfamiliar or too difficult to develop on your own, seek the help of a professional associate or friend or even hire a professional writer or editor to set up your profile page. On-page optimization is also essential which many people are not fully conversant with. Your page must be searchable and place well in search results.

That very first field at the top of your profile must be carefully designed from your professional head and shoulder photo image (or logo) to your name and professional credentials and your business name. What follows is the most critical textual elements of your profile; your itemized list of products or services using highest level keywords (on-page optimization for SEO) which must clearly define what you do, what you have to offer and what key components of your business are.

If you are not a business or marketing professional but want a professional presence online, list your qualification/designation and key responsibilities

Contact Information

Be sure to provide your business contact-related content in the fields provided and make sure that this section is updated for any future changes so that the profile does not become outdated or containing dead links.

‘Posts’

Use this relatively new feature for creating and posting your articles which showcase your brand with content that is rich in useful information that readers can use today. Present the most up-to-date information available as readers are frustrated by old news and click out fast. Write high quality articles that benefit the reader the most. Your content should be clear, concise and free of superfluous fluff that has no actionable value for the reader. Provide information that is of strong interest and benefit to your targeted audience.

Summary

Highlight what your key services, products or cause entails or your occupational summarization. Remember who your targeted audience is to profile the most relevant expertise and experience. Do not rush this summary development and make sure that keyword inclusion is carefully designed to alert search engines and pull traffic for those searching for what you have to offer. Ensure that your profile is showing up in search engine results pages (SERP’s). You can test your search visibility by searching with your name and or business name and city location as your search terms. Note: With new online pages or sites it will take some time before it appears in search results provided the proper on-page search optimization and your page/site ranking has been executed.

Portfolio

Begin with a clear and concise summary of what you do and then build your portfolio/project profile with those project or client services most significant to this profile and relevance to your targeted audience and related achievements.

Word this section for optimum interest and action on the part of your professional readers. The Portfolio section is also of great importance to potential employers, clients and human resources/recruitment specialists seeking to find just the right fit for their client position candidate searches.

If you develop your profile effectively you will find that over time you will begin to receive contacts from business professionals who wish to express an interest in your experience and expertise. It is a powerful tool with a broad reach, not to be underestimated. A well written profile on LinkedIn will translate into exposure to any number of opportunity levels, funnel traffic to your website or blog and social media platforms as well.

Client Testimonials

I cannot stress enough how critical this section is. If you have had wonderful professional business, client or customer experiences and relationships, be sure to seek their personal testimonials. By obtaining those attestations about your quality services or products, your business objectives are legitimized and create a buzz of interest. Be sure to obtain permission before posting those testimonials publicly. Extend your thanks to that client or customer and support them in some way as well.

Testimonials are a powerful statement that will help sell your professionalism and brand authority. Flogging yourself can be an endless and sometimes futile effort so make sure you acquire testimonials from your best, most appreciative clients; they will pay it forward in spades.

Experience & Employment History

Use a chronological or hierarchal sequence to listing your career/professional history. As you would with your resume, only focus on the history that is most relevant to your targeted audience, employer or business/job role. Be clear, concise and brief in this section. You do not want to overload information beyond the primary position, company and brief, most relevant responsibilities.

Courses

Outline relevant course studies that advanced your education and skill sets as relevant to the type of position you are pursuing moving forward in your career or that serve to further your expertise and brand relevance.

Skills & Endorsements

This section is critical for highlighting your top level skill sets and expertise. Do not rush or under-populate this crucial field. This is where more defined details of your acquired skill sets or expertise come into play. I have seen countless profiles that limit their skills list to only five or six points. Consider carefully what your functions were with each respective employer during your career to date. Hone in on those critical responsibilities and the essential skills required to do the work effectively.

The Profile allows for 51 different skills to be identified. Use this area to full advantage; exposure for your expertise to all those seeking your experience level i.e. business managers, human resources personnel and recruitment experts all searching to find the one individual that is the best possible fit for their client’s position search. Do not sell yourself short.

In tandem with the skills listings, once you begin to connect with individuals in relevant industries to your own, you will begin to see skills ‘endorsements’ provided by your connections on your behalf. Make sure that you reciprocate those helpful and important gestures and acknowledge the same by initiating conversations through private messaging. Develop relationships and trust, never rushing the selling aspect of your own brand. Through that engagement process you will increase the potential for business, job or professional partnering prospects.

Engaging with your contacts and relevant group discussions develops powerful professional networking activity, perhaps the most effective means of attracting new business customers and clients today. When networking, focus on what you can do for your contacts based on their own needs and not your own. Forgo the personal selling of yourself; that will happen through genuine conversation and in turn establish your brand authority.

Education

Your educational history is fairly self-explanatory. Outline your key educational highlights and acquired qualifications, diplomas, professional designations, certificates or degrees. From this history you will want to emphasize those skills and qualifications that are most relevant to your career pursuits and at given time.

Certifications

Do not miss out or skip over this section when you have educational qualifications. Display your highest (hierarchal) designations, diplomas, certificates or degree(s) here.

Additional Info

Another important section of the profile, just as it is in your resume. Do not skimp on sharing your interests, hobbies, life passions outside the office. Show your human side and what you do with your non-working hours; it paints a complete picture for anyone considering engaging in your services in any way.

Honors & Awards

Again, this is very important information. If you have been bestowed a form of honorary recognition for something you have done over the years, professionally or otherwise, don’t leave anything out, especially an award(s) from your employer. Such awards points to your highest skill levels, achievements and the potential to reciprocate with a new employer or business partner.

Organizations

Getting involved with organizations that are relevant to your own employment or business is important. It can lead to important volunteer work and is certainly a powerful means to network with other business professionals in your community i.e. Chamber of Commerce.

Volunteer Organizations You Support

Volunteer work is an important aspect of your life and commitment to your community. Serving to help others in need is a powerful testament to character. It can also be a very rewarding experience for you personally and again paints a picture for anyone considering engaging with you on a professional level.

Recommendations

This is yet another critical element of the profile building process. When you have a solid experience with a client with whom you have had a good relationship, reach out to them to request a brief written attestation. As with a testimonial, that endorses your abilities in your industry or profession. Such statements are solid gold!

Emphasize a brief statement but if your experience with that individual has been very good, chances are that you will get a lengthier recommendation than you are anticipating! Always express sincere appreciation, publicly if suitable to do so, and pay it back in some way beneficial to the client or customer. Associates will also provide invaluable recommendations.

In summation, invest in the time and energy needed to ensure that your LinkedIn profile is all that it can possibly be. The fruits of your labor are potentially considerable. You will connect with the most amazing, influential individuals, converse in relevant professional groups, network with like minds that move mountains and establish a strong presence in the worldwide professional community.

 

LinkedIn Profile

Twitter Business Profile

Facebook Business Page

 

© Don MacIver 2017; All Rights Reserved

 

Mobile Friendly Websites; The Urgency of Compliance


mobile-phones

For the past year and beyond there has been much anticipation of Google’s latest round of algorithm guidelines; our rules of web content game play according to the Google search engine. The newest algorithm guidelines are now rolling out and anyone, whether an individual or business person, marketing a product, service, cause and more through their website MUST adhere to algorithm guidelines with prompt implementation as they are announced. Failure to do so means severe penalties which are typically in the form of low or non-existent website or webpage ranking and search engine results page visibility.

The reality is that Google deals out all the cards in web governance, all in the name of a better online experience for the vast majority of users and algorithmic guideline changes evolve frequently to that end.

For those who subscribe to website hosting platforms, make certain that your hosted website builders are configured for mobile-friendly rendering. Statistically, the vast majority of internet browsing today is on mobile and that trend is very quickly increasing and we either respond and act accordingly as each successive Google algorithm goes live (and preferably before that eventuality occurs) or face severe penalties to the point where your website drops way under the radar and your site becomes virtually invisible to all searching for what you have to offer. Let’s face it; if that scenario unfolds it can and most assuredly will result in a serious degradation of web traffic to your business site and business/professional entities online cannot absorb nor withstand the detrimental loss of visibility and business/sales activity as a result.

For the past year and beyond there has been much anticipation of Google’s latest round of algorithm shift; our rules of web content game play according to the Google search engine. The newest algorithm guidelines are now rolling out and anyone, whether an individual or business person, marketing a product, service, cause and more through their website MUST adhere to algorithm guidelines with prompt implementation as they are announced. Failure to do so means severe penalties which are typically in the form of low or non-existent website or webpage ranking and search engine results page visibility.

Site Pro News; How to Brace for Google’s Mobile-First Index

Take a close look at this Site Pro News article on the subject wherein they include several linked resources for scanning your own website to determine where it stands in terms of critical mobile user friendly rendering. Remember, if your website does not render (load) quickly because of the lack of proper mobile configuration, you will pay a heavy price for Google non-compliance on this issue and prompt disregard by all those who use their mobiles as their primary means to connect with the internet today.

Note:  When you open and use the website scanners linked in the article; understand that there is considerable reference to compliance through modification of various script elements to improve the user rendering and overall readability enhancement. If you are not fully conversant with script modification on websites make sure that you engage a suitably qualified technician to effect necessary changes.

 

© Don MacIver 2017; All Rights Reserved

#pussy


Author Lynda Filler shares some insight on the US President and First Lady. The days, months and years ahead will indeed be full of anticipation.

Lynda Filler

There’s a new face splashed across Huffington Post, TMZ and all the tabloids, and it’s not Donald Trump.

She’s quite stunning actually; some might say beautiful. She walks like a model, dresses in fashionable clothing. Everything she’s done in her past is out there for the public to laugh at, criticize and demonize.

She’s been married to President Donald Trump for eleven years. They dated for seven before that. Do you really believe she doesn’t know about his personal life? Do you think she hasn’t heard from some of his women? Or overheard the boys joking about lawsuits and settlements? Do you think the “pussy” talk has not been spoken in her presence?

Imagine what it must be like to live with this man. Can you see her preparing a speech to be a part of something she clearly doesn’t want or need? Feel her embarrassment when a staffer screws…

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