Canadian Small Business Women

Connection, Synergy, Community

Perfectly Precise

Sheralyn

Precision.  It is such an important word and embodies a world of meaning. Depending on your industry, precision could be a technical term that relates to accuracy or, for your business purposes, might simply mean choosing the best words possible for your website content or next marketing campaign. Typically, we associate precision with the accounting industry more so than we might when thinking of those whose primary “tools” are words. Today however, I take this opportunity to remind you that being precise when it comes to words is not only nice, it’s necessary.

Our friends at Merriam-Webster define precision as this: “the quality or state of being precise: exactness or accuracy.” For my husband, as a Tool and Die Maker, exactness means working to tolerances that represent less than the width of a human hair, on molds that are worth hundreds of thousands of dollars. If he makes a mistake, it could have huge and expensive ramifications. Given that one little piece of metal he once worked on is now actually orbiting in outer space, you can imagine how important precision is to his business. Any firm who has undergone an accounting audit will also be able to describe the importance of precise, accurate records.

Words, and the precision with which you choose them, may not make space exploration history but they are still critically important to your mission – that of making your business a success. When you go to a paint store, you don’t ask for “green” paint, you state the specific shade of green you seek. You ensure accuracy by being precise.  There is a world of difference between “forest” green and “lime” green and being precise will help ensure you only have to paint the room once!

What can be frustrating about the English language is that occasionally there are several appropriate words to choose from. How do you choose the best one?  For newcomers in particular this can be challenging. Simply deciphering the “their,” “there” and “they’re” conundrum can be frustrating. However, the very fact that there might be two or even three great words to select from simply highlights that you both CAN and SHOULD choose the best word possible. Clarity is the goal. Consider using a dictionary or a thesaurus when writing, ask a friend to review your content or poll your customers to ask what about your website attracted them and whether any particular word, logo, slogan or marketing material grabbed their attention. Ask a professional to create or edit content for you because statistics consistently show that you only have between 10 – 30 seconds to make a favourable impression on your website.  That’s not much time. If you want your message to resonate, attract customers and turn a website search into an actual sale, it’s imperative you make every word count.

As Owner and Principal partner of “Writing Right For You” Sheralyn is a Communications Strategist – working together with entrepreneurs to maximize profit through effective use of the written word. Looking for web content that works, blog articles that engage or communications strategies that help you get noticed?  Contact Sheralyn today. Sheralyn is also the mother of two children now entering the “terrible and terrific teens” and spends her free time volunteering for several non-profit organizations.

Sheralyn Roman B.A., B.Ed.

Writing Right For You

Communications Strategies that help you GET TO THE POINT!

416-420-9415 Cell/Business

writingrightforyou@gmail.com

Name That Tune…

Sheralyn

I may be dating myself but years ago a show on TV called Name that Tune asked contestants to “name that tune” in as few notes as possible. What you ask is the relevance of this memory? It brings to mind that moment your eyes begin to glaze over at a networking event when someone tells you EVERYTHING you ever DIDN’T want to know about their job, position, title, company and number of years on the job. I know you know what I’m talking about and I know exactly how you can avoid it. Just follow “The Rule of Ten.”

In Name that Tune, the music was so good and the “hook” so memorable that people instantly recognized the song. That’s what you want for your business.  An introduction that is catchy and memorable – your own personal “hook.”  The Rule of Ten is my personal guideline to developing a solid, short and simple introductory sentence that succinctly describes you and your product or service. It’s derived from the “Tenplate for Success” which includes ten critical communication tips for those in business. Taking ten means taking the time to distill your business mission statement or your vision into just ten words (or less!) using catchy lingo that will draw in the audience, inviting them to have a conversation with you. Isn’t that the whole idea behind networking? You don’t want the  “glaze over,” you want to encourage and enable a conversation. For that to happen, all you need is something catchy to get the conversation started.

So – what is the Rule of Ten? It’s simple: Take your main product or service, your goal or vision for your business and distill it down to the BEST TEN WORDS that describe your service and sound enticing to potential customers. Think it can’t be done? It can. Your first attempt might rival War and Peace but I assure you, with a little effort, some fine-tuning and perhaps a hint or two courtesy of Google Thesaurus, you CAN create a ten words or less elevator pitch that gets your potential customer talking to you not running from you.

Compare “I am a freelance writer and editor providing website content, editorial, blogging and advertising services for the small business entrepreneur” vs. “I help small business succeed using words that work!” or this one: “At a loss for words? I’ll help you find them!” In the first intro perhaps all you’ve heard is the word “Writer” and immediately images of a lonely, rumpled and wild haired women in front of an ancient typewriter comes to mind.  In the second or third example however, you’ve created the possibility of a conversation between you and your prospective client.  “Really,” they might say. “How do you use just words to help business?” There’s your opening, your invitation to have a conversation with a prospective client, without any pre-conceived notions that might possibly be associated with the word “Writer.”

Tammy Elliott of The Leadership Forum in Caledon calls this finding your passion and letting it shine through in your “5 second intro.” Using this technique helps you position your passion as a value statement and your client is much more likely to connect with you if you are like-minded and have similar values. Using words like “help” implies genuine caring, enthusiasm for what you do and again, it encourages a conversation over an eye-glaze. Try it. Throw a bunch of words on a page and then start working with them. Break out the Thesaurus or Google words.  Choose the best ten, formulate your catchy sentence and then give it a try at your next networking meeting. Have fun with it and hopefully soon your customers will be singing your favorite tune!

As Owner and Principal partner of “Writing Right For You” Sheralyn is a Communications Strategist – working together with entrepreneurs to maximize profit through effective use of the written word. Looking for web content that works, blog articles that engage or communications strategies that help you get noticed?  Contact Sheralyn today. Sheralyn is also the mother of two children now entering the “terrible and terrific teens” and spends her free time volunteering for several non-profit organizations.

Sheralyn Roman B.A., B.Ed.

Writing Right For You

Communications Strategies that help you GET TO THE POINT!

416-420-9415 Cell/Business

writingrightforyou@gmail.com

The “K.I.S.S.” Principle – Only Nicer!

Sheralyn

Keep it short and simple.  Being in the business of communication, I often suggest my clients keep their message short.  Use tight, clear and effective language that promotes their business concisely. The way I tell it, the “K.I.S.S.” principle takes on a slightly revised, definitely more polite, meaning.  The guiding principle when describing your product or service must be “Keep it Short and Simple.”

I’m sometimes guilty of not adhering to my own rules and have certainly posted a blog or two that was just a bit too long. (OK, maybe even a 100 words too long…I love to talk!)  For my clients however, I know how imperative it is to keep the chit- chat down to a minimum.  So, whether you employ a third party or do the work yourself – this revised K.I.S.S. principle should be paramount. What this means however is that you MUST pay particular and close attention to the use of every single word chosen. Choose the BEST word for the job. You don’t need to use plenty of words to say plenty. You just need to be choosy. Remember also you should choose words that are dictionary friendly and not necessarily those you think are part of the “common” vernacular.  Your opinion of “common” may reflect regional or cultural choices that aren’t actually understood by many in your intended audience.

How do you do this? Employ the services of a thesaurus if you need assistance. Consider what your business is really all about and then think about how you could distill that essence down to just ten simple words. Yes, ten. It’s the best way to truly drill down to your core business service and then build your sentence or promotional message around those ten words. We’ve said it before, here it is again: say only what matters because it matters what you say. Keep it short, snappy and simple.

If you’re thinking “No way can I get my message across in only ten words,” try first eliminating superlatives. Often they are used excessively.  Next, ask yourself these questions: “What do I do, Who do I do it for and Why do I do it?” That should help you achieve some clarity and once you do, you can easily condense even further. Apply these principles to create your own K.I.S.S. message: Clear, concise and condensed, choosing only the best words for the job. Keep it short and simple.  It’s “K.I.S.S. – refined!

As Owner and Principal partner of “Writing Right For You” Sheralyn is a Communications Strategist – working together with entrepreneurs to maximize profit through effective use of the written word. Looking for web content that works, blog articles that engage or communications strategies that help you get noticed?  Contact Sheralyn today. Sheralyn is also the mother of two children now entering the “terrible and terrific teens” and spends her free time volunteering for several non-profit organizations.

Sheralyn Roman B.A., B.Ed.

Writing Right For You

Communications Strategies that help you GET TO THE POINT!

416-420-9415 Cell/Business

writingrightforyou@gmail.com

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