Words that Sell & the Semantic Web

For the most part, people communicate in words, and computers do their best to understand us. Now their best is getting better. Now semantic web tools - touted as "the next big thing"in 2001(!) - are really proving their worth as great interpreters (of our search keywords) and the result is...well, happy retailers, at least.

In addition to investing in software platforms that take advantage of semantic searches customers use while shopping online, retailers are also learning that integrating blog content with behind-the-scenes sales tools and including terms shoppers use to find products leads to more "organic" traffic (generated from searches on-site, rather than visitors arriving from off-site) and higher conversion rates.

The difference the words make: Fickle customers decide to buy or abandon a site within a couple of minutes. That means to make the sale, your site has to understand what a customer wants when she types in "small red bag" or "dainty maroon clutch" and figure out that it may or may not be the same thing. At its most basic, a semantics-savvy search engine won't deliver something related to a manual transmission and is likely to counter with a question like "to take to the gym or accessorize evening wear?"

So what does today's more mature semantic web mean to copywriters? If your paycheck depends on using words to sell, you need to understand its behavior well enough to use it to your - and your clients' - advantage.

Photojournalism Still Does the Job

First, look at this.


Freelance photojournalist Jodi Bieber won top prize in the 2011 World Press Photo awards for the striking pose of Afghan woman Bibi Aisha. 


Aisha, 18, suffered Taliban justice when she left her abusive husband. Her punishment for wanting out of the violent marriage? Her husband cut off her nose and her ears. The photo is arresting because it is sickening in a way that cannot be ignored. 


I am completely unable to put the whole story into context; I will never be able to comprehend the deeper meaning, to understand how a society exists that respects the "justice" of the act of violence that made this photo possible. 


This is why photojournalism exists. 


Some messages cannot be conveyed in words.


As I contemplated the winning photo, my head started spinning. Back in the dark ages when I went to J-school (and film was developed in darkrooms) I learned that a good photo could be worth a thousand words; a great photo worth a thousand inches. Of newsprint. 


What is such a photo worth now?


The world has changed; journalism has changed; the world has changed journalism and journalism has   changed the world. (Still spinning.) I believe, and I want to believe, that journalists will continue to work and some of their work will change the world. For the better, I hope. 


Back to the story, the one about the photo. Buried deep, because it can't be the lead - not with a photo like that - is this quote from David Burnett, jury chairman for the awards:

"A lot of the best work is done by photographers who went out and did it on their own. They didn't wait to be sent."

In other words, they were freelancers. In some cases, freelancers commissioned by (the remaining few) powerful corporate news organizations. But they went out and did it on their own.
  
Burnett's statement leaves me both encouraged and even more worried about Journalism's present and future. 


Unfortunately, as with the photo, I'm left with a only tiny bit of insight, and absolutely no answers. Anyone?


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Jodi Beiber's photo
http://news.yahoo.com/nphotos/slideshow/photo//110211/481/urn_publicid_ap_org4165ff90a563409d9fc4dfe4e3a2118a/


World Press Photo 
http://www.worldpressphoto.org/
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Updating Your Social Media AND Communications Skills

Here are 3 tips just as applicable to those who were waiting to see if social media would catch on (it did) as they are for those who jumped on the social media bandwagon five years ago. (As it may be time to brush up, or catch-up.)

Inspiration for this post came from an article with the ironic subhead, The last in a series about Facebook. The article was published in 2008. Insert laugh track here. The article proved (once again) that while communications vehicles change constantly, the basics of communication don't.

Whether you're just jumping into Facebook and Twitter conversations or have been participating for years, it pays to observe what's working and what's not, and to borrow liberally from folks in the first category. 

For your consideration:

• Beyond the Hype offers a good look at what worked - for the administration and the people - in the lastest State of the Union address.  

Takeaway: Keep your message on message, and remember a little humor can help get that message across. 

• Comcast shows Twitter can be a powerful business tool. 

Takeaway: In business, you are not the message; your service is.

• The tech journalists at Venture Beat remind PR professionals that lessons learned in Pitching 101 still apply. 

Takeaway: Do your homework, provide your reader(s) with some clear benefits, and be honest.

>>>>and this just in>>>> Know your niche!
R.E.M. hits all the right notes with its free, re-mixable downloads. Read, then mix it up if you want to, here:
http://techcrunch.com/2011/02/08/r-e-m-remix-soundcloud-garageband

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Beyond the Hype's analysis of SOTU message, 

http://blog.loispaul.com/blog/2011/01/4-things-the-state-of-the-union-tells-us-about-the-issue-of-message-control.html 

Comcast's Customer Service Twittter feed, 

http://twitter.com/comcastcares

How to pitch to Venture Beat (or anyone else),

http://venturebeat.com/2011/01/24/pitch-to-tech-bloggers

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Amazon values writers

If you're a published author, you should be using the free tools available through authorcentral.amazon.com. The word "tools" implies you'll need some skill to use the sales-tracking system, and you don't - it's that user-friendly. So if you're an author, and you're not using Amazon's author-central sales tracking tool, get out of here. Go sign up and start using it. Nuff said.

Watch Your Words, and Not Just on Facebook

What's in a word? Maybe clues to your personality, how many friends you have, and the future of your business.

Sure, this is partly to remind you of the value good writing ;)  but wait, there's more - in this great article about marketing and your approach to Facebook.

The Entreprenuer.com article will sound familiar to those who have really read How to Win Friends and Influence People, however, this article is based on analytic data, most of which was complied by folks at Facebook to analyze that site's business marketing opportunities. (Ad revenue makes the world go 'round, you know.)

The lesson in a nutshell? The words you choose matter, so choose carefully - and think before you share.
(Want to share this on Facebook? Click here - and thanks!)

Why Copyeditors Are So 2011

Artificial intelligence just ain't good enough to replace good copyeditors. Not yet, anyway. Do you know what copyeditors do?

The job description goes way beyond spell-checking and perfecting punctuation. An errant ellipse or  extra space can be forgiven when what you're reading makes sense.

That's what copyeditors are supposed to do: make the reading make sense. That's why copyeditors are still relevant today, and why they probably will be for years (or decades) to come.

And here's a newsflash: copyeditors don't necessarily need to know the subject to do a great job. Case in point:  once I caught a math error (me!) in a user manual I was editing on Chromospectography. And the wonderful copyeditor who has vastly improved the second edition of my hiking guide, 60 Hikes Within 60 Miles of Cleveland, managed that not-so-small task while sitting in her office in Birmingham AL. (Thanks, Amber!)

The self-published book business is booming, without copyeditors. But can you name a self-published best-selling novel? I'm pretty sure that's not a coincidence.

No matter what your business, you could probably improve it by hiring a copyeditor - or proofreader. Sure, there are differences between the two, but they're both important to readers (and writers) and quite relevant in 2011. Perhaps even more than ever, as our reading environment changes. (Ever heard of Google Reader, Kindle, or an iPhone app?)

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Is there a typo in your sales contract? You'd rather hear about it from someone on your payroll, instead of a former customer's lawyer, right? What about your new employee handbook? Your website privacy policy? Who actually reads those? Well, copyeditors and lawyers... and really upset customers who can make your whole staff miserable. Copyeditors are relevant, and not nearly as dorky as you might think. Find out what one can do for your business. 

Philosophical look at plot, fiction, and real life

The Highlights Foundation published a mini-interview with editor Stephen Roxburgh (who has edited the works of Madeline L'Engle, among others) and I found this little ditty particularly interesting:

Highlights Foundation: How critical is a strong plot to the sale of a novel? ...

Roxburgh: ... A strong protagonist won't exist without a coherent plot: what happens and why it happens (i.e., the plot) makes the protagonist strong. Plot is the crucible in which character is formed.  

~~~~~~~ hmmmm; not unlike real life ~~~~~~~~ 

Roxburgh continues, "you can't know where a plot begins unless you know where it ends, and unless you know the beginning and ending, you can't know what must come in between." The analogy fails here, of course; we cannot rewrite our own lives. We can, I think, revise them. As Roxburgh sees it, the key is "'re-vision,' seeing what you have written in a new way."


Can you revise your life story? I think so. Can you revise that novel you have in a drawer? Not until you take it out of the drawer! If you're a philosopher, consider your 2011 re-vision carefully ;) and if you're a writer with a plot stuck in a drawer (or your head) consider the Highlights Foundation's pricey-but-possibly-worth-it workshop, Plotting Your Novel.  The registration deadline is January 31. 

DISCLOSURE: I am NOT advertising or recommending Highlights Foundation. This is not a paid promotion of any sort, just a mention that the opportunity is nigh.