The Secondary Reading Path: Help Your Readers See What You’re Saying
Mar11

The Secondary Reading Path: Help Your Readers See What You’re Saying

An ironic drawback to the why not you? And why not now? Clearly, establishing rapport and building trust are the primary purposes of your marketing message. If you Richard Feynman:   You don’t need to be William Shakespeare or Tenzing Norgay or This involves a combination of techniques, from transitional phrases to Kjell Sherman, Manager – The Norra Ljusen Trust Better Life Focus site. It’s dedicated to motivated...

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Be Timeless when You Write: Evergreen Content Works
Mar10

Be Timeless when You Write: Evergreen Content Works

You’d think by now, most of the known world would understand that cyberspace is forever. But no. And in keeping with our emphasis on proofreading anything that’s published, here’s yet another tragedy that could have been avoided: The word is supposed to be It’s not just everyday citizens who fall victim to their own haste and carelessness, they should know better. Media personalities should take more time to and yet … Ironically,...

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The Secondary Reading Path: Help Your Readers See What You’re Saying
Mar07

The Secondary Reading Path: Help Your Readers See What You’re Saying

An ironic drawback to the why not you? And why not now? Clearly, establishing rapport and building trust are the primary purposes of your marketing message. If you Richard Feynman:   You don’t need to be William Shakespeare or Tenzing Norgay or This involves a combination of techniques, from transitional phrases to Kjell Sherman, Manager – The Norra Ljusen Trust Better Life Focus site. It’s dedicated to motivated...

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The Importance of Writing Nothing
Mar01

The Importance of Writing Nothing

Whether I’m editing a page or reviewing a document, the first action I take has nothing to do with the words. Instead, I scroll down at a moderate pace to determine how it looks. My reasoning is obvious: What isn’t there makes it easier for a reader to focus on what is there. There are two types of white space: Active … Space intentionally left blank for a better structure and layout. It also gives emphasis to the...

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Content Marketing: The Ultimate in Providing Value to Prospects
Feb15

Content Marketing: The Ultimate in Providing Value to Prospects

Here’s a fundamental fact of commercial life: Your business is not unique. Unless you’ve created a product that the world has never before seen — and good luck with that! — there are thousands of other enterprises in cyberspace representing the same goods and/or services as you.   I’ve made this point before and can’t underscore it enough: the most distinctive feature of your e-commerce enterprise...

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