Copywriting
Secrets of Writing Great Catalog Copy
Words with double meaning, “double entendre,” is what lies at the core of great catalog copy. You should also pay attention to the words which can be used both as a NOUN and a VERB (e.g., “work) or as a NOUN and an ADJECTIVE (e.g., “clear) since they offer many opportunities for word-play and…
Read MoreArticle Marketing – How to Maximize SEO by Using Correct First Sentence and Density
FIRST Sentence and Paragraph Various SEO books and experts all agree on the importance of including keywords in the first sentence and paragraph of your article. I concur with that advice. For example, if your key phrase is “global warming” here is a suggested first paragraph: “Global warming is more than a speculation right now.…
Read More3 Words in Technical Writing that Kill Objectivity
Objectivity in writing is a frail bird. It can get killed by a single word. “All,” “any” and “every” are the three words that kill objectivity in most (if not “all”) situations in technical and copy writing alike. A long time ago I learned to guard myself against using “very” in my writing. “Very” is…
Read MoreTranslation and Localization in a Recession
by Nabil Freij GlobalVision International I’ve answered many calls recently from localization managers complaining that their budgets are being cut, asking for advice. If you are suffering from the same symptom, here are a few pointers to consider. Don’t panic! In a recession, it is normal to cut budgets in an effort to reduce costs.…
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Writing Articles – Don’t Jump Tracks without Warning
When writing articles, avoid “jumping tracks” in the middle of your copy by shifting from one topic to another without any advance warning. The result would be confusion on the part of your readers and erosion of trust in your abilities (and perhaps even “good will”) as a writer. If you’re going to shift from…
Read MoreTechnical & Copy Writing – How to Use Causality Correctly
Organize your writing so that it becomes very clear what kind of cause-and-effect relationship exists between different elements of your argument. LINEAR Causality A is the reason why B happens; B is the reason why C happens; etc. CORRECT WAY of using it: A: A previously-public land is rezoned for upper-scale commercial development. B: Land…
Read MoreTechnical & Copy Writing – How to Write “Hamburger emails”
You can use the “Hamburger Paradigm” of writing not only for technical articles and copy but for other types of communications as well, ranging from emails to criticism. In “Hamburger Communication” the principle is simple: sandwich your criticism in between two sweet layers of positive comment. This is sometimes also known as “1+1+1” or “2+1+1”…
Read MoreTechnical & Copy Writing – How to Write a “Hamburger”
“Hamburger Model” is a writing paradigm used in some schools and writing programs. It’s a quick and useful way of explaining how to organize the content of a typical non-fiction article, paper, or other kinds of similar prose. Think about the main parts of a juicy hamburger: Top bun, bottom bun, and whatever goes…
Read MoreTechnical & Copy Writing – How to Capture the Essence of a Topic
Capturing the essence of a topic is the heart and soul of good writing and editing. If you cannot tell what the main idea is, you cannot write it either. And if you cannot write it, how would you expect your readers to get it? So it all starts with you. Thankfully, it is not…
Read MoreTechnical & Copy Writing – How to Use Analogies
© Ugur Akinci If you draw out the parallel elements in seemingly different things you can establish analogies and write interesting articles. By drawing an analogy between two objects or processes you throw a fresh light on both. You thus create a new venue of evaluation that did not exist before. GOURMET COFFEE and FREE-LANCE…
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