Showing posts from February, 2020

All of Your Words are Important

But all of our marketing words are not important in every context. We have to pick and choose.

When I first started my business almost 15 years ago, I remember struggling with the distinction between features and benefits, and with talking about my potential clients' pain. Years later my collection of words and phrases has grown to include keywords, calls-to-action and testimonials. This month I've been working with The Phone Lady to develop a plan and process for prospecting... even more words!

It can be confusing to know... what are the best words to use when?

A website is a great example of seeing our words in action (or inaction as the case may be). It will contain features and benefits, pain points, broad and specific solutions, calls-to-action, keywords and testimonials. But we should never just toss them in somewhere and hope they'll work. Think alphabet soup.

We need to use our words appropriately to lead our visitors to take some action. It might be a small actio…

What Name Are You Using?

This morning I deleted an email from a good friend and past client. I didn't realize it was from that wonderful lady because it didn't show up in my inbox from her name or her company's name. I only dug it out of my trash after deleting because the wording of the subject line seemed familiar.

42% of people check out the sender name when deciding whether to open an email.
- source:

My own newsletters, my blog posts and my weekly event list all go out from my own name - Linda Daley - and have for years. I absolutely know that if I suddenly changed the sender name on my emails, to say Daley Progress, my open rate would drop significantly. This is an experiment I don't need or want to try.

Personal names often do better as far as email opens go but it can depend on how well you know your subscribers. More importantly, don't switch the sender name once you're well established. You want your subscribers to re…

Good Marketing Practices Wear Out

Is this you... ?

When you watch TV, you can't wait for the ads. On YouTube, you let every ad play fully. You open your email inbox eagerly every morning, anticipating all the emails with this week's sales or next week's webinars. You read the newspaper for those big black and white ads. You check out every promotional link that Google places in your search results. You go for the ads first when you log into Facebook. You're entranced by the billboards on the Bedford Highway.

So, is this you? No? It's not anybody.

There is no one eagerly anticipating your sales pitches. (Your mother doesn't count.)

We keep on doing these things, even without an eager audience, because they work sometimes. That perfect timing, or perfect graphic, or perfect wording, sometimes gets people's attention. So we keep doing what works sometimes.

Eventually, though, what worked sometimes starts to work even less frequently. As more and more marketers adopt the same strategies, it'…

The Difference Between Editing and Proofing

We often use the words editing and proofing interchangeably but there is a significant difference. If you're not aware of it, you could be failing at both. Editing is big picture or 'zoomed out'; proofing is detailed or 'zoomed in'.

Editing is about the overall structure and flow of the article. Are the introduction and conclusion supported by the content in between? Are the paragraphs organized well? Is it easy to read and digest? Are the sentences structured well? When you're reading something and you have to pause to reread a line - that's a signal that editing is needed.

Proofing is about grammar and spelling and punctuation. It's often about the little words, like 'of' instead of 'if'. And about missing words, like 'the' or 'an'. It's hard to proofread our own writing because our brains follow the same pattern as when we typed it. Reading out loud, or printing to proof with paper and pencil, are both good ways to …