How to write to an upscale audience. And avoid saying 'awesome' or 'amazing.'

‘Awesome’ and ‘amazing’ are used so often to express a positive reaction that they are clichés. These words are so generic, they are essentially useless in describing something in detail.

I recently wrote a book to attract the super upscale. It is 270 pages showcasing a resort in Utah, with original photographs, elegant design, poetry by a CEO, and title, text and captions by me.

Let’s talk about this audience. The upscale resent being “sold” to –– much more so than a mainstream audience. They demand special treatment and want it served up everywhere.

So rather than saying an ‘amazing’ view, you might say, The Uintas and Wasatch Mountains reach for the sky, some climbing above 9,000 feet. These anciently sculpted works of nature are laden with dense green forests, craggy cliffs, hiking trails and a sense awe and awakening.

Instead of selling old style with adjectives and superlatives, the writing is descriptive and poetic. It paints pictures to be viewed in the mind’s eye of the reader.

The book reads like a story from a magazine, rather than an advertising promotion of a luxury resort. The choice of words and mental images almost take the reader there.

Where is the sales pitch? What is the call to action? Where is SEO? This audience doesn’t want to be sold and doesn’t want to be told there are no rooms. And they would hardly pay attention to search engine results. Call to action can be subtle. “Visit and create your own description.”

Do you need a hyphen? What would Darwin say?

Note:  This is an updated version of my original article that continues to attract high readership.

The English language is constantly evolving. Often there is no right or wrong way to do things. That said, rules can be found that define the use of those horizontal lines we call hyphens. Here are guidelines, followed by some personal observations.  

• Hyphens are used for clarity. If adjoining words have the potential for ambiguity, a hyphen can confirm the intended meaning.

• Hyphens are used to join two or more words that function as an adjective in front of a noun. Example: best-of-breed.

• Hyphens are used to connect words that combine to create a single word with a new meaning, such as 'self-limited.'

Less is more

I am a light user of hyphens and tell my clients to use them sparingly. Call it visual economy. Consider the often hyphenated phrase, "state-of-the-art." Does it really need hyphens? This combination of words is so painfully prevalent that virtually everybody knows what it means. To my eyes, the hyphens are no longer needed. In fact, the phrase should probably go away entirely, as it has become a contradiction in terms. "State of the art" sounds so yesterday. It might as well be obsolete. 

Visually speaking

Some designers consider hyphens to be visual blight. "Why do I need those little lines that tarnish my masterpiece?" I tend to agree. Unlike letters of the alphabet, hyphens are boring in any font. They are particularly annoying when they break up words at the end of a line. Better to space words so that hyphens are not needed to alert the reader that "This word is to be continued. Please see below." 

Copywriting intervention

Text communicates visually and contributes to design aesthetics. When reviewing layouts and preliminary websites, I may suggest changing words to eliminate hyphens or improve word spacing. A conscientious copywriter can ensure that text is well groomed.

Some may ask, "Why not use a hyphen in 'well groomed' in the sentence above?" Great question. These words are hyphenated when placed in front of the noun they modify (the well-groomed executive). But occurring after a noun, the words play a "post-positive" role and require no hyphen. I once tried explaining this distinction to a client who argued for consistency in the use of hyphens. I could appreciate her point of view. And I'm sure my well-intended advice was well considered. 

These days, software can "auto-hyphenate" in addition to performing alignment, justification and other verbal gymnastics. This capability can make hyphenation a no-brainer. Still, I would look closely at decisions made by computers and make case-by-case assessments regarding hyphens. 

Familiarity breeds extinction

The more frequently certain groups of words are seen together, the more likely the connection is understood without the need for hyphens. Multi-disciplinary evolved into multidisciplinary. On-line is now online. Web sites resolved intimacy issues and merged to become 'websites.'

Use it or lose it

If you are into biology, you probably know about vestigial structures and organs. The ostrich has wings that no longer take the bird airborne. Similarly, some animals that once traversed the landscape via legs eventually retreated and made water their only habitat. Remnants of legs may still be found on whales, even as flippers, fins and tails have become their exclusive means of travel. In a similar way, hyphens often appear vestigial, bridging words that perform admirably without visual outriggers. Such is the evolution of language. 

How to decide

Dictionaries are always around. You might also look at the words in question to see if the meaning is clear without a hyphen. If so, simply leave it out and hope that the punctuation police are not on stakeout. 

The comments above reflect opinions of Miller McMillan and should not be relied upon when taking college entrance exams or drafting documents for certain organizations. Schools and organizations often have their own established rules. Request to see styleguides, style-guides or better yet, style guides.  

© Miller McMillan   All rights reserved.       

New ways of reading call for new ways of writing

The long and short of paragraphs

In years past it was common to see lengthy paragraphs and blocks of text of 150 words or more. And we still see this type of writing in certain publications. But it doesn't work so well anymore. Why?

Attention span The world is faster now. Readers have many more options, less patience and plenty of reasons to look elsewhere. Like butterflies, they jump from one paragraph, page, site or device to another.

Think user experience (UX) Think about how you read. You probably look for fast information and jump around a lot. Guess what. The way you read is how your audience reads. That tells you how to connect.

Short is sweet Look for potential transitions in your sentences. Break longer paragraphs into shorter ones. This makes your documents more inviting. Readers know at a glance they can get it quickly.

Use subheads Many readers scan articles. Tell them the big story in seconds rather than minutes. Use subheads to summarize what follows. You hope they keep going, but they may have all they need.

Be interesting Advertising writers have done this for a long time. Say things in a different way. Include benefits rather than features. Inject a little humor. Say ‘you’ a lot more than I, we and us. And don’t worry too much about what your high school teacher said.

Be active Which voice reads more easily? 1. She booked a flight to New York. 2. A flight to New York was booked by her. It’s obvious that the active verb ‘booked’ powers the sentence better than the passive construction ‘booked by her.’

Simplify Get to the point and avoid fluff and filler (we have enough of that already). Avoid big words and long sentences. Say no to lengthy introductory phrases. Write the way people talk. Pretend its a conversation.

Proofread twice Texting tends to make errors commonplace and even acceptable. But if you want to appear professional, don't let fashion and AI define your style. Carefully check what you have written, using spelling and grammar checks and online services. Then do it again. And maybe still again, one word at a time.

Hope this article is helpful. Please reach out to me with thoughts or questions.

Call to action with humor and benefit. Need I say more?

Avoiding overused expressions is intelligent

By and large. When all is said and done. In the final analysis. At the end of the day.

Okay, you can use these phrases without being arrested. But clichés and many others that have lost communication power due to overuse. Especially in writing, these expressions are best avoided.

Consider “by and large.” I have no idea where this came from or how it lost touch with reality. Literally, it could mean go buy from a big box store (buy large). But we know it means “in summary” or “in most cases” or “in simple terms.” By and large, it’s not good to use if you want to sound intelligent.

Why search results are only half the journey

You may think the top of the search results is the most important destination in a prospect’s journey. While search results are important, they are just the first mile in a marathon. When prospects click on a search result, they are on their way. This is where expert writing can take them toward the the finish line.

Plain content is often too slow and filled with empty sales calories. En route to 2500 words, the appetizers are several paragraphs of bland information that search engines may love, but which are generally understood. It’s like teaching first grade math to a fourth grader. They get it already and are bored!

You need to start with real courses. Persuasion is writing with real sales nutrition — something copywriters do intuitively from years of agency experience. It’s a talent, skill and habit that goes way beyond algorithms.

This will sound simplistic, but someone has to buy what you’re selling. They can’t be dropped off at the front door of a retailer and be expected to go inside, find what they want, compare it to other items, select, and finally buy. That means you need to welcome them, engage them, usher them through the rest of their journey as you move them logically toward the sale.

That is why persuasion is so important. You have to understand and express empathy. Wait until you tell them why your product or service is what they need. And keep them engaged.

As in fishing, you can’t let them shake off the hook and get away. Expert writing can quickly invite them to find out why your product or service is the best choice and move them through the funnel.

So keep doing the SEO, but get your second wind with expert persuasive writing. It’s your best chance to win the race to purchases.

Early in my career, I studied sales. I read books, listed to audio, observed how the best of the best did it. And I translated these overlooked ideas and skills my writing. After all, copywriting is really selling. It can be soft or aggressive or something in between.

Thank you for reading. Please reach out with questions.

millermcmillan.com

The best way to launch a project (and it's not a monolog)

In my experience, the most effective way to launch a creative project is to write a creative brief. It’s a one-page description of the project that includes a consensus of client leadership about what should be included.

Too often I have seen a CEO or other executive return from vacation, take a first look at the project, and hate it. That’s really fun for the creatives that made it.

Here are some of the important things to include in a creative brief.

• Description of the product or service.

• What does it do?

• What does it do better than the competition?

• How does it solve a problem and benefit the user?

• What defines the brand?

• How does the new offering relate to the brand?

• What are the goals of the assignment?

• Is there a consensus among client leadership?

• Whom should be contacted for more information?

• Where else can the agency team learn more?

This may look like a lot of deep thinking and you may dread embarking on this voyage. Be assured it is worth your time to have a firm set of coordinates, as you are likely to avoid headwinds or running aground. I don’t promise any of this, but I have seen it work many times. And I have definitely listened to plenty of orators.

Some clients just want to talk, and I really don’t mind. I once worked with an investment expert who hired me to write text for a website about ETFs. This term was not in my vocabulary. Was ETF the airport symbol for Ethiopia? Was it a new text abbreviation (ABRV) that everyone knew except me? Did it mean Extrasensory Translucent Flexiloquence? I hoped not. The fact that I did not know the term didn’t bother the client. He liked my site and sensed that I could grasp something brand new and help him get a great product. Which he did.

As it turned out, I listened for two hours and learned volumes about stocks, bonds, trading, fees, risk tolerance, allocations, sectors, the realities of managed fund investments … and Exchange Trading Funds. Like most subjects that are unknown to me, this one was fascinating. The client was a former hedge fund manager and it became obvious that he was a genius. I listened and learned, practically overnight.

So, taking ETF 101 and 102 was well worth my time. In fact, I later used this education to totally reshape my IRA. I switched many investments to ETFs, which are essentially index funds that trade on the stock market.

Along the way, the client reached out again for help with editing his new book.

So, talking is okay. It can start a relationship. But a brief is easier to grasp, can be passed around, and is a point of reference throughout a project. Written well, it is a primer for creative excellence.

So how have creative briefs borne fruit for me? While not all of my work has evolved from a create brief, much of it has — especially the video work.

Have a look and enjoy:

www.millermcmillan.com

So what exactly is UX and why should you care?

You might know already. But you will still enjoy this article.

Look at Amazon. Consider how easily you can do almost anything on their site. Shop. Compare. Purchase. Return. Review. Does that make things easier for prospective buyers, repeat buyers and loyal customers? Is it easy to like Amazon? Will you come back again? Will you tell your friends?

Were those rhetorical questions, like this one?

Amazon has great UX. You probably know this acronym stands for user experience. It's essential for building a brand. Knowing how to engage is so important. If you don't show empathy, you will probably not get good results. Because success depends on looking at everything from the perspective of those you want to engage. "Feeling" how they feel. Respecting who they are. Understanding what they need. Helping them.

Otherwise, you will frustrate. You may lose them. You may unwittingly cast yourself as a company that doesn't care enough to open the door for customers and lead them to what they want, rather than oversell and send them away.

UX is not new. Like many things in marketing, it's been around forever and has been given a new name for the new media. Why? I'm not sure. Just a rebranding of something that probably didn't really need it.

Successful retail stores have practiced UX forever. It's how they greet, guide and assist their visitors. They don't get in the way; they don't stalk or ambush; they don't push. And they certainly don't follow up mercilessly. Customers enjoy shopping there and buying from them. Nordstrom has great UX.

Think of a store where they start selling the minute you walk in. They follow you around the store. When you pick something out and try it on, they pounce and say you look awesome. How can you trust them? The modern version is websites that immediately fill the page with popups asking for your email address, a newsletter subscription, attendance at a podcast, or something else that attempts to force engagement –– and fails. “What was I looking for before all this stuff hit the screen?”

I have seen sites that after 10 seconds, literally cover the entire page with attempts that have one thing in common: they are too much too early in the journey. What about early and often? Maybe in real estate. Not before a web visitor has a chance to find out who you are and how you might help them.

The issue is made worse when the website has been written for search engines that want 2000 words, which is how they qualify the writer as an “expert.” So, you may read many paragraphs of fluff explaining things that most readers already understand. But hey, the right keywords are in right places and the article is the right length to make it authoritative.

Here’s the problem. You will have to wade far into the article to find what you need. And from my experience, that is quite frustrating and counter to what readers really want. UX means putting yourself in visitors' shoes, even if they are too long or too wide or too clunky for your taste. Just put them on. It's not forever.

So, UX is about making the journey easy, pleasant, informative, convincing, irresistible. And, it needs to happen every step of the way. Call it a funnel, a customer journey, the path to purchase.

Incidentally, "UX" is not a good way of saying user experience. It is a cryptic acronym known mostly to insiders in marketing. Do we need better UX for understanding the term UX? I think so. Call it "user experience" first. Then UX. That way you will show empathy, manners and good grammar. Of course, if you're using it inside a marketing or advertising firm, the above does not apply. Everybody already got the memo.

They got it backwards. The whole idea of using acronyms is out of sync. A simple example of how acronyms are used correctly: Say "United States Postal Service" before you start using "USPS." Not the other way around. Same applies to UX. Spell out the words. Then abbreviate. That's better UX for the reader.

What if I said, "EVCET" invites you to a free dinner. What would you think? You would have to consult a dictionary or search for it online. Fun, right? Acronyms are supposed to make life easier –– not leave you wondering where to have dinner tonight.

Did you have a good user experience reading this article? Do you understand what UX is, and how to do it, and why you should? Above is an example of how I write advertising, sites, books, blogs -- everything. I have many other styles from poetic to practical, all created to be approachable and enjoyable.

Cheers!

Miller

Check me out: http://www.millermcmillan.com

Let me know what you think. Thank you!

Can verbal drive visual, and when does this work?

I once worked at an ad agency where one of the writers took his headlines and copy to the art director and left them on her desk.

Any talented art director would be offended by this way of working. The best ideas and executions come from a collaboration of art direction, design and copy, so at least two people are involved in the process.

Still, there are situations in which writing can inspire visuals.

In scriptwriting for technology, I am often called on to develop the audio side before the video side is worked out in detail. This is just the way things are done in order to meet deadlines. In such scenarios the words can communicate while inspiring visuals. The use of metaphors is especially useful when the visual style is animation.

How metaphors can move mountains:

The impact of this product is seismic, moving the needle withy repercussions throughout the industry.

This somewhat hyperbolic sentence brings to mind quite a few interesting visuals and scenarios.

Compare with this:

This innovative new product is changing the industry in many awesome ways.

I can picture a designer staring at this sentence and thinking, "Okay, that’s good Greek copy. I’ll duplicate it 50 times and wait for the writer to come up with something worth reading.

subordinate.

The Verbal Infrastructure and how it can help your brand

The verbal infrastructure is how a brand’s marketing, messages and mediums can be connected in a holistic fashion. Words become the energy that flows through the brand infrastructure, often paired with design images to create powerful and connected communications.

How it helps The advantages of a verbal infrastructure are far reaching for a brand and its audiences. The brand benefits from delivering a consistent message that clearly communicates its values, benefits and advantages. It also caters to specific audiences and their wants, needs and interests. Prospects benefit by hearing a consistent message from various mediums, all of which lead logically toward an ultimate sale.

How it is different The verbal infrastructure is not a path a customer takes on a journey. Rather it is the underlying structure that makes the journey possible. The infrastructure provides a platform that allows brand consistently throughout the reader’s journey.

Verbal infrastructure calls to mind the concepts of 360 marketing and a sales funnel. Verbal infrastructure is different as it provides an interconnected landscape that allows mediums and messages to thrive.

Should clients edit a writer's document?

This is a matter of opinion. Most writers will not like someone messing with their work. They will prefer input that is provided in margin notes. Ideally the notes will express ideas rather than dictate specific words or sentences.

“Can we be more forceful here?” is an example of good direction that writers appreciate. The intended meaning is easily understood and can be provided in words that maintain context, flow and voice.

Sometimes a client may be happy with the writing, but just want a few different words. I don’t mind seeing those words dropped into the document. I will see how well they work and show an alternate sentence.

If you express frustration in your comments, the results may not be good. You want to be objective and focus on achieving your goal. I’ve seen notes that are very courteous: “Would you mind if we said ‘perfect’ instead of excellent?

One thing to try to avoid is asking for superlatives. “Greatest, best, ultimate, unmatched, unequaled, unrivaled, magnificent, spectacular, excellent, premier, marvelous, wonderful … . This list could go on and on.

The point is to describe something in a way that achieves the same effect but is more specific and therefore more believable. “The mountaintops broke through a persistent cloud cover.” Compare with “The emerging sun was spectacular.”

I achieved the desired effect without using any trite, meaningless words that would identify me as an amateur. It may be a little challenging to turn off the superlatives, but the writing is sure to be better.

What if a draft is hopelessly off course? You may have hired the wrong person or given too little direction. Rather than rewriting yourself, consider giving helpful comments.

Long Form Educational: Sedona bookstore celebrates real pages and real books

Real Books Find a New Home in Sedona

by Miller McMillan  

Mention the words ‘independent bookstore’ to some people and their eyes will soften with nostalgia recalling printed pages in real books. But in Sedona, the eyes are alive with excitement as they discover a new bookstore, the Literate Lizard.

Bookstore founder Eve Hunter recalls visiting Sedona last year and talking with local people about books. Her informal research inspired pursuit of a lifelong dream. “When I heard Sedona did not have a general publication bookstore, I knew the time was right to give it one,” she said. The former Scottsdale psychologist began her life’s next chapter, hanging her shingle in red rock country.

Hunter found an expansive space on West Sedona’s highly traveled State Road 89A, where the store’s visual experience quickly came to life. She acquired creative bookshelves from a local merchant and filled them with a fresh collection. Some titles arrived by donation and estate sales, and most titles today are new editions from wholesale suppliers. Used books also occupy a few shelves in categories ranging from mysteries to mystical.

Hunter waxes positive about the first few months of business since opening. With no traditional advertising except a logo, a store sign and brightly covered bookmarks, traffic has been lively. She explains that word spreads quickly in the small Arizona city, especially when the topic is close to people’s hearts and reading lamps. “I have welcomed so many people who appreciate what I’m offering here. Naturally, they tell their friends.”

Skeptics might ask, “Can an independent bookstore really compete with online giants? Look at what happened to Borders and many small neighborhood stores. Hunter’s answer is convincing: “I have seen so many people walk in and invest in books that are available elsewhere. It’s about the partnership with community we offer here.”

Visitors to Sedona are known to seek special experiences, and bookstores are a favorite retreat from urban stress.  With the Literate Lizard, Hunter has created a place to log out and tune in, which she feels is good for health. “Scientists are finding that too much Internet, for all its convenience, is not good for the brain.”

The Los Angeles Times confirmed that observation in the article “Kids don’t need a cellphone; they need a digital diet.” According to the article, studies have found that obesity, attention-span issues and psychological problems including depression are intensified by overuse of electronic devices (Los Angeles Times, January 2, 2018, Opinion, op-ed).

Hunter feels that a diet rich in real books is an answer to digital distress. “We all love what electronics bring, but overindulgence in anything can be an issue,” she says. “I think people long for a place where devices take a break and conversations turn up the volume.”

The Literate Lizard’s healthy alternative provides an opportunity to browse, meet fellow travelers and share stories. Hunter has set the table for healthy discourse on a sunny patio serving coffee and sunshine. Inside, she hosts regular events including talks by guest authors and local artists. Classes for children and adults are on the agenda, affirming the values of personal growth and lifelong learning.

Events are held within a warm atmosphere. The Literate Lizard interior reflects the owner’s passion for design and expertise in customer experience. Anchored near the entrance, half a Philippines fishing boat has been transformed into creative shelving that invites customers to embark on literary explorations. Inventive displays are found throughout the store, hosting a diversity of titles. Illumination is abundant through floor-to-ceiling windows and in books shedding light on a broad range of topics.

A published writer herself, Hunter is passionate about the role of books in society. “Books are treasures people tend to keep a long time. They want to turn the pages — and have a good look between them. Can anyone judge a book by a digital cover?”

Hunter is optimistic about the future of independent bookstores. “We are returning to values we have missed over the past 20 years. Books are about people and things that really matter.”

The Literate Lizard invites Sedona visitors to enjoy a good book.

1575 W. State Road 89A, Suite D, Sedona, AZ 86336

Open 10am to 6pm daily

Free parking behind the store

To allow comments or not (?)

When I write an article here, I have thought it through carefully and I view it as complete. So I don't invite comments, favorable or not. I realize this may appear "antisocial" or not reader friendly.

My reasoning is as follows: The Internet is heavily plagued with fabricated comments, criticisms and slams. Thanks to some of the reviewing sites, this behavior has become almost an art form. People are hired to paint others in an unfavorable light, or even build them up beyond recognition. That's the best and worst of the social media phenomenon.

Sure, I could screen comments, and maybe I will someday. For now I just want to share my thoughts.

You can always contact me on my site: http://millermcmillan.com Thanks for reading.

When FAQs are questionable

Good writing answers reader questions without the need for a laundry list of searchable topics, the ubiquitous FAQs.

If you write from the reader’s point of view, you can create a clearly marked path that turns questions into answers in a logical sequence. The key is user experience — understanding what the reader wants to know and delivering in a simple, logical and highly readable style. This is the realm of empathy and skilled copywriting.

Keep it warm

FAQs have the flavor of automation, which is about as warm as a robotic checkout window. Compare with text that welcomes, engages and motivates a reader, while building the brand every step of the way.

FAQs have their place as an adjunct to a website’s information flow, but not as replacement for well-crafted creative writing.

Is your writing committing a capital offense?

You see it a lot –– writing that uses many Initial Capitals (OR ALL CAPS) Throughout The Page. If that last phrase looks a little weird to you, that's because the last four words don't need capitalization. In fact, capitalizing those words has practical drawbacks.

1) Over capitalization diminishes the importance of words that actually should be capitalized. John Smith drives a Volvo to work is an example of good usage. However, John Smith Drives a Volvo to Work brings too much attention to words of limited importance (Work) and detracts from words that should actually be capitalized.

2) Over capitalizing is discouraged in the standards of English usage, and labels the author as an amateur.

What about using all caps in headlines and text?

All-cap headlines go in and out of fashion. People who study eye movement tell us that using all-caps discourages readership. Apparently, the eye and brain can't handle it easily. Try reading this: THE REASON YOU SHOULD OWN AN ELECTRIC CAR AND SEND YOUR GAS GUZZLER PACKING. Not easy, right? Case closed. Upper case, that is.

EXCEPTION OF NOTE:

Short, standalone phrases (like the above) work in all caps. Two or three words back to back are easy to read. Do you read me loud and clear? Good.

Next, learn more about hyphens.

The exclamation mark is back. But what's all the excitement?

The exclamation mark at the end of a sentence or almost any phrase is very popular now. You may be tempted to add this note of excitement and enthusiasm in greetings (Hi Mary!) and in practically any sentence or phrase you write. I experience this pressure myself and sometimes yield to it. It's as though a simple period means I'm bored or lacking passion about the subject.

The reality is that when every statement has an exclamation mark, real emotion is questionable. Better to use words and ideas to convey enthusiasm, excitement and passion.

Why are we seeing so many exclamation marks in emails? Is everybody taking amphetamines now? I’m not sure where this herd mentality came from. Maybe I need to drink more coffee.

Next, read about the alliance of words and images to create something much more powerful.

Every image is a concept waiting to happen.

Designers often send me visual ideas for a project.

They know the images may be incomplete, but have potential to evolve into concepts.

And these images often do inspire concepts, headlines, scripts and even better ideas.

This interplay of words and images is an art form at great agencies and design firms.

With today's technology, this doesn't have to take place inside an office, cubicle or conference room.

I encourage my collaborators to email me their images, thoughts--even headlines.

(Some designers and art directors are superb writers.)

USE CASE

A client once sent me a stock illustration of a person whose head was a package.

To communicate technical support, I wrote "Our brains are part of the package."

The agency won an award for the ad. And I was proud to assist in the outpatient procedure.

(footnote)

Someone wrote me recently needing headlines for an Instagram page.

I wrote words that gave voice to the images.

When working with a writer, send your visual ideas. Even if they seem sketchy,

chances are they have potential.

(c) Miller McMillan

How to write a video script that holds attention and delivers a message.

Maybe you’re accustomed to the language and style of websites, brochures and ads. So am I.

But now videos are huge and that calls for a specialist. Why a scriptwriter and not just a writer? Scriptwriters understand how to write for the audio/video format. They are skilled at creating a marriage of words and images that is at once imaginative, informative and entertaining.

Marketing scripts follow a structure that goes something like this.

• A bold statement to grab attention and inspire interest in what follows.

• It is likely a problem to be solved. Why it is a problem. How it impacts people.

• A bridge that introduces a solution. Names the solution.

• Explains how it works. And delivers advantages and benefits.

• Outcome: The results one may expect from the solution.

• A closing thought that harks back to the beginning of the script

On a personal note, I have written approximately 40 approved technology scripts since 2012. If you have a story to tell, now you have found a writer.

Five things to look for in copywriting

You could spend all day and all night using new digital tools to evaluate or create copywriting. Some of these tools are very helpful, but you don’t have to go back to school to understand the essentials of good writing.

Readability Copy needs to be so easy to read, it takes almost no effort except moving the eyes. There should be no speed bumps, traffic jams or detours – a smooth journey without interruptions.

The most readable copy uses short sentences with a maximum of 12 - 15 words. Period. That’s about all a reader can absorb at one time. You also need to avoid lots of words, more than 2 - 3 syllables, and words that are hard to grasp at a glance. If you are tempted to use the word ‘pontificate,’ simply say ‘speak pompously.’

Write short paragraphs. Readers today favor writing that is broken up and easy to scan and read. Think appetizers rather than full courses. This idea may be new to those in the habit of writing long blocks of text. The new style is much more digestible.

Rhythm This idea may seem strange, but rhythm is one of the most overlooked aspects of good writing. We’re not talking about hiring a drummer. Rhythm in writing means arranging words for a smooth and effortless flow. In the previous sentence, see how certain words get emphasis while others get less emphasis. A colleague says great writing reads like poetry. It takes time to write this way, and the results are worth it.

Algorithm Friendly You can achieve SEO (search engine optimization) using a wide array of online tools. But the most important aspects of search are simply placement of keywords and backlinks.

First you need to determine your most effective keywords (plenty has been written about this). Then place your keywords where algorithms value them most: in the titles, headlines, subheads, and at the beginning and end of your copy. Back links take a little more effort. You’ll need to reach out to others and ask them to link back to you.

Originality With so much content available today, you need to write about something new or something viewed from a new perspective. So if you were to write an article about algorithms, you might pose the question, “Can you achieve high readership without focusing on algorithms? Yes and No.”

Share Worthy A lot has been written about creating things that people like enough to pass along. If you focus on new ideas and perspectives, your writing will be interesting, readable and beg to be shared.

Thanks for reading. Hope this helps.

Reach out with thoughts, questions, or writing opportunities. http://millermcmillan.com

When the design is cool but the writing is lukewarm. How to adjust the thermostat.