Archive for the ‘Building Relationships’ Category

3 Reasons Not to Use “Utilize”

Wednesday, August 12th, 2009

One of my writing pet peeves is overuse of the word utilize. I’m of the mind that utilize can almost always be replaced by use.

I did some research (click here for my google results) on the two words to make sure this post wouldn’t be just a crazy rant, and it turns out the subject is a bit sticky. Experts seem to be divided on when it’s ok to use which word. Some fall on my side of the argument, saying it’s never ok. Some are more flexible, arguing that the words have been used to mean the same thing for so long that they now, in fact, do.

Agreement on correct usage may be elusive, but I it doesn’t really matter. What does matter is the effect word choice has on your reader. And that provides compelling reasons to avoid utilize.

Here’s why I avoid it:

1. Because Communication is Hard Enough The best writers, speakers and communicators know that they are limited by language. They understand that even the best written pieces can be misunderstood, misquoted, and misapplied. So why make things less clear with ‘fancy’ words? Use the simplest words possible to get your point across.

2. Because I Want My Readers to Listen I’ve never met someone who says “utilize” in casual conversation. People who do use it in speech tend to sound rehearsed, and that sets off my B.S. alarm. I switch from active listening to waiting for the inevitable sales pitch. I stop caring about the point, and start looking for ways to end the conversation.

3. Because Writing Isn’t About Words It’s about ideas. We don’t write simply to pass words to each other. We write to communicate ideas. Writing should be transparent, used to create a window into an idea. The clearer we can make that window, the more effective our writing will be.

Want to read some other opinions? Here’s a layman’s conversation about the two words, and here’s one person’s take on what the actual dictionary definition (the denotation for anyone who read last week’s post) is.

Don’t Write Like a Robot

Wednesday, July 29th, 2009

When I tell people I’m a writer, it usually piques their interest. The follow up question is always “What do you write?” When the answer is marketing copy, the conversation usually ends. “Marketing copy? Ho-hum” they seem to say, wishing they had run into someone more interesting. Perhaps a journalist, or a novelist, or a joke writer for their favorite TV show.

Business writing is considered boring because it’s so often formulaic. It speaks in broad generalizations, vague buzzwords, and tired meaningless phrases. It’s considered boring because it IS boring.

Not only is it boring, but it dooms a business to obscurity. If the copy on your website sounds like the copy on every other website, how do you expect to be remembered?

The fix is this: write how you talk.

If you’ve never spoken a phrase like “offering a broad range of support tailored to meet your company needs”, don’t write one. Say it in your own way.  Say “I offer every kind of help you could possibly want”. It’s personable, it’s engaging, and it shows there’s a real person behind your copy.

You’re not a robot, don’t write like one.

4 Ways to Get the Most Out of Social Media

Wednesday, July 1st, 2009

Everyone knows the names of the social media powerhouses: Facebook, Twitter, and LinkedIn, with MySpace dwindling but still holding a significant share of participants.

But have you heard of any of these? Maybe one or two like Classmates.com, but the other few hundred on that list are probably new to you. And it’s far from exhaustive. It’s even left off major names like Squidoo (run by famous marketing Guru Seth Godin) and Virb, a network for artists of all types. Some estimates put the number of social networking sites at around 250,000.

My point is this: social media is a gigantic, expansive field. Too big for even the largest companies to leverage as a whole. For small companies like you and me to take advantage of it, there needs to be some strategic thinking. Here are some things to keep in mind either before embarking on a social media marketing push, or if you think your social media marketing needs to be re-evaluated:

1. Do Your Research yes, Facebook and twitter have b0-jillions of users. But if you’re in a niche market, one of the smaller, more focused networks might be a better place for you to spend your time.

2. Be Honest with Yourself You could spend all day on social networking, but that means all your other duties go by the wayside. Before embarking on a social media campaign, think about how much time each day you will be realistically able to spend on it.

3. Get Your Messaging Straight Social networks are fast paced. People will decide whether you are worth ‘friending’ or ‘following’ in just a couple of seconds. Before you get out into the fray, make sure you know how you’re going to introduce yourself. Make sure you’ve got a good reason for people to stick with you.

4. Decide How You Will Add Value Social Media is all about adding value to your friends and followers. You need to have a few different ways ready before you start communicating. And beware of ‘interesting’. Sharing ‘interesting’ thoughts or articles doesn’t count as adding value. You can do it, but don’t rely on your audience to have the same interests as you do.