Why Good Writing Matters

Good writing is crucial in this information age—for your customer’s benefit and for the success of your business. The internet is composed of endless words, phrases and stories. Consumers are looking for answers and information.

However, with all these words at our fingertips, we do not read.

We scan.

We are insatiably information-hungry—and extremely impatient. We expect the copy we read—on a brochure, on a website or in a letter—to be broken up into bite-sized chunks and delivered to us in pre-digested form. Browsability is almost as important as grammar.

Good writing = Competence

As readers, we also equate attractive, …

Style Guide Primer

In the post on consistent branding, I suggested creating a style guide. This is a simple process which will save you plenty of time later. To create a print and online style guide, just gather the following items in a paper file folder and in a dedicated computer file folder:

Print File:

• List of signature fonts
• Standard colors formulas (PMS, CMYK and online color recipes)
• Tagline(s)
• Past promotional ads and tear sheets

Computer Folder:

• Logo(s) in color and in black and white
• Zipped files of signature fonts
• Company biography text (two versions: one longer and one short)
• Key product

…

Consistent Branding

Your customer is looking for someone to to trust.

Luckily, your branding can go a long way toward convincing your customer that you are the authority and expert on your product or service, therefore worthy of trust. But your branding and marketing message only has milliseconds to work before they turn the page or turn the corner.

Advantages of Consistent Branding

Consistent, repetitive use of your logo, tone and verbiage in your marketing efforts can yield in numerous benefits. Your company and brand is recognized on multiple platforms; from print ads in local guides to social media marketing avatars. The …

Magnetic Content Panel 10/8/10

I am honored to be part of the New Media Dayton’s October panel called Magnetic Content: Create, plan & position RELEVANT content that will captivate your audience!

Ghostwriting: Outline

This is the second in a series of posts about ghostwriting. Keylocke Services offers ghostwriting services for both fiction and non-fiction books.

The Road Map to Success

A detailed outline is crucial to your ghostwriting project. This is the skeleton of the project as well as the complete road map towards what you want to convey.

The outline occasionally will have its own fee, independent of the book writing. In fact, after this first step, you might feel confident to proceed on your own–perhaps with a bit of editing at the end of the project.

The outline carries the bulk …

Ghostwriting: Investigating

This is the first in a series of posts about ghostwriting. Keylocke Services offers ghostwriting services for both fiction and non-fiction books.

Getting to Know Each Other

The first step towards launching a ghostwriting project is an investigative phone call. This will help establish the 1.) goal of your writing project, and 2.) the method which your book will be written.

It is also an excellent way to determine how experienced your potential ghostwriter is–as well as giving you a chance to get to know each other.

A non-disclosure agreement is traditionally signed early in the project so there is …

Execs in the City Charity Event

Business Executives Supporting Future Execs

WE Mean Business Dayton (WE-MBD)—a group of women entrepreneurs—announced their partnership with Crayons to Classrooms, a local non-profit organization that provides basic school supplies at no cost to teachers of children in need. WE-MBD will be hosting a one-of-a-kind networking event, called Execs in the City.

I am a charter member of WE-MBD and excited about the plans for this one-of-a-kind fundraiser event.

The Execs in the City event will be held on October 12, 2010 at 5:30 p.m. at the Cox Arboretum in their Fifth Third conference center. The evening will be filled with …

Thank You for Complaining

I am not a complainer by nature. Sure, I will send back a cold entree but I will do it nicely. If I am particularly upset, I will send a strongly worded letter (after all I’m a writer.) But in general, I don’t complain.

This week, however, I had three complaints to make–with three decidedly different outcomes.

1. I hired a business to fix my paver patio. Instead, they did over $2,000 worth of damage to my whole patio and then refused to answer their phone or messages.

I filed a complaint with the Better Business Bureau and I am …

Expert Upon Arrival

I have an article in this month’s WedLock magazine on time management tips for social media. I am often asked to speak on the subject as well. One introduction suggested I was a“social media time management specialist” to which I promptly snorted the water I was sipping up my nose!

There are no experts or gurus in social media concerning time management (or social media, for that matter.) We are ALL learning as we go. It would be like claiming to be the nation’s utmost tour guide for the North America continent upon disembarking the Mayflower. We all just got …

Good news and a creative venture

Client:

Midnight Oil Scrapbook Design, Inc., scrapbook wholesale company

Problem:

MOSD, Inc. has several exciting developments to announce including new designers and new product lines. They needed several targeted press releases written as well as a media kit created for an upcoming trade show.

Solution:

A press release must follow certain guidelines while highlighting the newsworthy aspect of the release. The media kit allowed us to be creative while using MOSD, Inc’s actual products.

After interviewing Alison, the owner of MOSD, Inc, I was able to quickly identify the newsworthy aspect of their press releases. The media kit required …