Bad Advice (But I know better)

Ick. I just read a blog post by a "marketing expert" that convinced me she's not. The article took a contrarian viewpoint that content isn't king. Such headlines are gimmicky, sure, but they often work - and well-written contrarian pieces typically offer a different perspective. I like that.

That said, the blog in question (and you'll notice I won't link to it) used as its hook research from 2004.

Folks, that was nearly a decade ago.

Calling yourself an expert based on data collected when Pluto was still a planet is rather old-hat. 

The writer's premise was that design matters, more - or at least as much as - content, because if viewers "don't trust" a site based on looks, or it loads too slowly, they'll click away and never read your content. Unfortunately, the writer did a great job showing how NOT to illustrate that point.

The formatting of the blog was clunky; the graphics didn't enhance, but distracted from, the message, and the grammar was sloppy.

Don't be that guy. 

I had to giggle at another writer's Tweet last week about a blog from a professional writers' group - that had a typo in the first 'graph. (Whoops.) The writer's kind comment lamented the fact that whenever she posts about someone else's bad grammar, guess what? She's sure to include a typo. Hey, it happens. Fortunately, a single typo or clunky transition doesn't mark you as a wanna-be writer.

The blog I read last week was thoroughly sub-par.

It's been my experience that those things happen, too, but they're less likely to happen if you write, wait, and then read it again with fresh eyes. It's not rocket science, folks, it just takes a little patience and self-discipline. Which brings me to my last piece of advice:

Do your homework, write once and edit twice. 

In other words, try to be that guy. 

~Diane Stresing

Audience management, message management

If you need any more proof that businesses live and die by the words they use, read this article on audience management by Acxiom Corporation's David Danzinger.

So the question of the day is, how are you managing?

Think before you write

I can defend writing for low pay or even for free in some cases. Just remember: even if you're not getting paid, you're still likely to be read - so the writing matters.


Case in point: a website offering the (unpaid) opinions of self-appointed human resources experts. Some sound pretty smart. All are using the site to increase their visibility and presumably get new clients. But I wonder who would hire the one whose bio states he's proud of "restraining himself from beating the crap out of bad managers and employees" and who, in his spare time, enjoys telling "stories about his co-workers with friends over a beer after work." 


The bottom line: think before you publish.