Writers
know that the one resource at their disposal is also accessible by every other
writer: words. There are over a million
words in the English dictionary and everyone can tap into any combination of
these words to create a press release, blog post, pitch letter, or Facebook
posting that wins readers and creates fans.
So
which words should you use – or avoid?
1.
Avoid tech
speak, professional jargon, or industry blandness in the words
you call upon.
2.
Do not repeat the same word. Find a good synonym or way to express your
idea without resorting to the exact term you used two sentences ago.
3.
Simply use words
that are clear, concise, and representative of the ideas that you intend to
convey. Many words have subtle connotations that
people link, psychologically, to something negative, weak, or flat.
4.
Pick words that
have impact and emotional excitement, but avoid hype, overstatement, or
distortion.
5.
Use words that
supply good analogies, metaphors and similes.
6.
The
punctuation surrounding a word can make
a difference. Short sentences, question marks, exclamation points or
quotation marks can change the meaning or emphasis that is placed on a word or
sentence.
7.
Avoid making
ridiculous proclamations that tend to use words of extremity and invite
opposition, doubt, or ridicule.
8.
Be sensitive
about the words you use. Filter your
words to meet your intended audience.
You can curse and call people retards as a comedy club performer – but
you’ll need to be more selective in word choice when your words are written and
circulated. Keep the context in mind.
9. The level of
vocabulary you use may depend on the subject matter and your intended audience. You’ll speak to 10-year-olds differently than
to 45-year-old business people.
10.
Using
sarcasm, anger, reflection, and other styles will go hand-in-hand with your
word selection. Make sure they match.
11.
Write for your
audience
– a blog post will be expressed differently than a press release. You can’t just cut and paste and repurpose
things verbatim. You must craft and
shape the message to meet the targeted readership's needs.
12.
Be consistent. From the headline or opening sentence, to the
concluding paragraph, speak in a uniform voice.
If you want to sound funny or outraged – or all things in between –
don’t veer from that approach. The words
you use should relate to your approach and match each other the way one matches
their clothes.
13.
Borrow from
other fields. It’s okay to throw in an example from sports,
fashion, or travel when talking about other areas of life.
14.
Be newsy. Reference recent events to show your
awareness of things and to sound current.
Give a historical perspective as well, showing you’ve studied the issue
that you write on.
15.
Your words are
not just functional. They are ornamental.
You are not writing out a recipe or driving instructions – you are
illustrating a point, showcasing an idea, and dancing across a room. Let your words move and flow.
Lastly, be prepared to experiment. Say the unexpected. Rearrange the standard order of delivering a message. Use words or terms that are slang or from other languages. Paint beyond the canvass and let your words go to unintended places. If you fail to move your reader, you will have failed. You don’t merely want to state a fact, opinion or observation – you want to sound as if you are creating a moment for the very first time. Raise the level of intensity.
It’s not just “hot” outside, it’s a “scorcher.” You aren’t just sweating, you are dripping wet and bathing in an ocean of sun tears. It’s not merely a heat wave but a series of blistering days and unforgiving nights. The temperature is not 97 degrees but a few red lines short of the century mark. You are melting faster than the Wicked Witch of the West.
Get the idea? Have a vision and then use your words to dream beyond the perceptions and imaginations of your anticipated readers.
Lastly, be prepared to experiment. Say the unexpected. Rearrange the standard order of delivering a message. Use words or terms that are slang or from other languages. Paint beyond the canvass and let your words go to unintended places. If you fail to move your reader, you will have failed. You don’t merely want to state a fact, opinion or observation – you want to sound as if you are creating a moment for the very first time. Raise the level of intensity.
It’s not just “hot” outside, it’s a “scorcher.” You aren’t just sweating, you are dripping wet and bathing in an ocean of sun tears. It’s not merely a heat wave but a series of blistering days and unforgiving nights. The temperature is not 97 degrees but a few red lines short of the century mark. You are melting faster than the Wicked Witch of the West.
Get the idea? Have a vision and then use your words to dream beyond the perceptions and imaginations of your anticipated readers.
Don’t Miss These Recent Posts
25 Ways For Authors To Break Through &
Establish A Legacy
Can You Market & Promote Books Like TV’s Dexter?
Evolving
As A book Marketer & Publicist
Winning The Battle Over Internet Book Piracy
26 Ways To Save Barnes & Noble
12
Hot Topics For Authors, Bloggers, Journalists
The
Bestseller That Never Was
Do You
Market Your Books Doggy Style?
Does Your Book Blog Do These 16 Things?
Why Bestseller Cap Doesn’t
Deter Authors http://bookmarketingbuzzblog.blogspot.com/2013/05/bestseller-cap-doesnt-stop-authors.html
Will Social Media Save
Your Book? http://bookmarketingbuzzblog.blogspot.com/2013/05/how-big-is-your-social-media-following.html
Writers Read This: You Are
Marketers
Why Authors – and
Publicists & Publishers Need A Therapist
Brian Feinblum’s views, opinions, and
ideas expressed in this blog are his alone and not that of his employer, the
nation’s largest book promoter. You can follow him on Twitter @theprexpert and
email him at brianfeinblum@gmail.com. He feels more important when discussed in the
third-person. This is copyrighted by BookMarketingBuzzBlog © 2013
No comments:
Post a Comment
Note: Only a member of this blog may post a comment.