My business blog about digital communications showcases my guiding principles for how to improve communications in daily practice, whether in your own blogs or newsletters, on the About Us page of your business website, and in other venues for the written word and speech.
My blogs provide free tips and insights as well as further samples of my writing style. Here you will find #DigitalDo advice as well as #DigitalDon’ts.
The consistent theme is that your should integrate all of your digital marketing so there is a cohesive brand throughout newsletters, blogs, websites and social media. Moreover, these must connect to each other to maximize your opportunities and exposure with customers/clients and prospects.
Not finding what you want? Reach out directly through the Contact Us page to schedule a consultation. Adroit Narratives offers content creation for a variety of formats, such as speech writing, presentations, white papers, blogs, advertorials and news-style stories.
Need to convince your audience that you know your stuff? Then
you better know your audience first. Now, you can better address them.
Ask yourself (or better yet ask them) how much do you
already know about this topic? How interested are you in learning more? Why do
you want to hear about it from me?
Now that you ideally have the audience’s attention, you must
keep it. One surefire way to lose their interest is to misspeak. In writing,
the equivalent is a glaring typo. Nothing says I don’t quite care about getting
this all right like a big, fat spelling error. In this day and age of social media
and texting, we’ve gotten quite used to seeing spelling and grammatical errors,
but are we completely inured to these shortcomings?
If your senior management sends an email with a new company
directive and you spot typos, just how seriously are you going to take the
memo? It might inspire you to dust off your resume rather than fall in line
with the new policy or initiative.
Likewise, how would your customer take it if you dashed off a
proposal to them and it was riddled with errors? You get the idea. The same
goes for website content, blogs and social media posts by businesses. No matter
how casual we may become in tenor and tone, no business wants to leave a tweet
hanging out there with a typo.
What about the style of your business blog and digital
marketing? Are you striking the right chord? This might be one of the more
challenging aspects of social media and blogging. Yes, you want to have a
little fun, but certainly not too much. A seasoned editor can ensure your
content captures just the right balance between informative and entertaining.
To be sure, you cannot please all people all the time and critics
may still emerge. You just want to showcase as much good material as possible.
To do so, hire professional, experienced marketers and copy editors. If you
write your own content for websites, blogs, etc., then bring in an editor to
review the material before it is published.
If you attempt some panache but it comes out as frilly or
silly, the editor will put a stop to it. The editor might even add an appropriate
flourish. This is what people in the craft call “good writing.” Yes, that is
the technical term. This ability is not God-given. It is a talent honed with
When it comes to content marketing and good writing, employing a great editor will make your efforts more effective.
Define yourself before someone else can do it for you is a political
mantra that also applies to business. In this day and age of rampant
disinformation and misinformation, it is critically important to push out as
much correct information as possible, especially when it comes to your business
and industry. It’s also important to make it interesting.
When you run an internet search of your industry, what comes
up first and who posted it? Let’s take a fun example of a subject matter I know
little about, except for some recent exposure: craft distilleries. On a recent
family trip, we took a few outings to local distilleries in two locales because
a relative is interested in investing in this business. Two of these businesses
were retail only and one of those employed hip mixologists serving fancy
cocktails to inspire sales.
The third example focused on a tour of the actual distillery
(something the first two lacked as they bought supplies at wholesale) with the
charming owner stirring together an enchanting mix of history and science to
explain how bourbon came to be the quintessential American spirit and why his
concoctions taste so much better than the competition.
See the difference there? Two out of three businesses took a
generic approach. The third stood out by citing specific information, crafting
a narrative or two or three, etc., around it and telling the story in an
expansive, approachable and impactful way. How does this relate to digital marketing?
The same advice applies whether in person or online: tell your own story and
tell it often. Tell it to anyone who will listen and keep the audience captive
with details, insights and enjoyment.
Make it personal. Tell the story of why your staff and management
are the best in the business.
Make it useful. Provide information that gives your audience
insight, even if they don’t buy on the spot. They’ll come back.
Make it specific. Spare people the platitudes. Show them,
don’t just tell them how great you are.
Make it compelling. Layer on the details. Build from a
strong base and reinforce the narrative with memorable anecdotes and examples.
And, then, make the offer. Give the audience the chance to buy. If it’s digital, it’s the call to action. In this case, contact katharine@adroitnarratives for blog writing, editing services and social media management.
Ever enjoyed an awkward moment in a meeting? Years ago, I
was a young financial writer interviewing a guy who had gone from peddling beer
to selling securities and found myself being yelled at by him behind a closed
door just off a trading floor.
We sat on chairs facing each other, exposed without a desk
or table. I fidgeted my skirt to ensure modesty. The air between us felt thick
with tension and my eyes were fixed on my notebook as I tried to keep up with
his rapid-fire comments. “Look at me when I am talking to you!,” he bellowed.
The criticism was so sharp, I didn’t pause to come up with a polite response. I
went Jersey on him. “What, would you prefer I not take good notes and misquote
you?” Yes, I had a recorder (pre-smartphone age), but note-taking makes for a
better use of time when writing for a daily newspaper.
He fell at ease, if only for a moment. He realized I was not
an adversary. I wasn’t there to be his best friend either, but I wasn’t out to
get him. Just then, there was shrieking coming from the trading floor by a man
who evidently had messed up a client trade and was issuing a mea culpa. He
couldn’t take back the error and no one could resolve it for him, so he opted
for a form of primal screaming. My interview subject stood up and strode to the
door. As he opened it, the shrieking man happened to be right there and
immediately became stunned to be inches from the boss’s face. The boss man quietly
seethed that the employee should cease all verbal emanation. This was quite
effectively expressed with pithy, graphic language.
While I was amused, I wasn’t sure how to get all that into
my story. After all, it’s not like I would be able to get confirmation as to
how exactly the trader messed up and what was the underlying deal. And, I wasn’t
sure I wanted to immediately alienate my new subject. Besides, haven’t we all
had one of those days? At least, I witnessed instant karma: you snap at me, and
then you look like you’re running a circus instead of a business.
Why do I tell you this story? Well, if you got this far,
then you liked the writing. Moreover, I wanted to illustrate the importance of attention
to detail. A writing professional is assiduous with note-taking, whether the
act of writing or observing. A writer shows you rather than tells you what is
happening. Now, ask yourself, how is the story of your business being told. Your
marketing narratives needs memorable details. Is your marketing staff or agency
listening and observing what is happening with your business and market? Does
the marketing, in turn, reflect your core competencies and speak to your target
Good storytelling is a craft. It takes experience. And, in the digital realm, it requires strong writing skills. If you want Adroit Narratives to take care of your writing and editing, contact Katharine for information on hourly rates and monthly packages.
You’re a mid-sized or larger company and you need a raft of blogs and white papers to launch a new product or to reframe your existing core competency. When it comes to writing talent, you have a lot of options. Perhaps too many.
For starters, eliminate the urge to get writing on the cheap. It will suck. Excuse the crass language, but it will suck up your time because you will end up revising it or rewriting it. It will suck time and energy. To call this a fool’s errand would be too kind.
If your business is complex, such as finance, commodities, etc., you need to find someone sophisticated, well-educated and extensively experienced with writing for B2B audiences.
How much is your time worth? If you’re making six figures in a corporate role with full benefits, just plug your salary into a typical salary>contractor rate conversation formula and you can get a sense of how much you are worth in hourly terms. Granted, how you spend your time each day varies (think fruitless meeting). Now, imagine wasting your time vetting and correcting bad writing. Actually, there is a job description for that: editor. Is that really your job? It is essential, but do you have time for it?
Roles and Responsibilities
The job qualifications of a top-notch professional writer go beyond spinning out beautiful prose. A B2B writer is also an analyst, who can glean trends from complex data points. The highly-compensated writer is also a strategist, who gathers your objectives and pinpoints carefully chosen wording to drive home a message.
A business writer is also a collaborator, who can efficiently canvass other principals, including senior executives, to ensure all key viewpoints and decision-making are incorporated in the final product and then conveyed across the entire digital spectrum to reinforce that message (social media, paid, organic, earned).
The professional business writer is also an editor. Be prepared for this person to gather up all your past efforts and shred what was unnecessary, fluffy, tedious or just plain terrible. Don’t take it personally. It’s a professional assessment. Also, be prepared for the editor to capture the best of what the company has done and reinforce that messaging.
When you find the right writer, you can engage them on an ongoing basis with a contract that can button down the hourly rate and other considerations, such as NDAs and non-compete clauses. Such an arrangement provides you with the assurance your writer is available as a reliable extension of your team. The collaboration fosters an even more refined understanding of your business and, by extension, more effective marketing by the contractor. This way, you gain all the benefits of an inside marketing professional with all the nimbleness and responsiveness you need. The question is are you willing to pay for it? You could end up paying $75 to $150/hr or $1-2/word. The value gained is worth it.
In the news business, there is a sensibility that there is no need to repeat a story. We’ve covered that already! After all, the job is to deliver new information. By contrast, in marketing, the message needs to be reinforced.
Repeating your business story is essential to getting the
message to sink in. That’s why taglines and jingles are so successful. It’s crucial
to ensure you get the message right. You don’t want to repeat something boring
What messages can hit home? For a range of products and
services from home repairs to weight loss, you may want to tout rapid and
effective results. For professional, white-collar services, reinforce your
experience, trustworthiness and subject-matter expertise.
How do you reinforce the story? Put it in your tagline. In
your elevator pitch. In your social media posts. In your blogs. In your videos.
Time and time again, remind people of your core competency and what value it
brings to them. Think of effective TV ads that always end with the same motto
for a business.
By repeating the message, you are also standing by it. This
reinforces that the message represents an eternal truth.
Repetition is critical to learning. Think flashcards and
memorization. How does that learning work? By repeating the information.
Must you use the same exact words every time? Not
necessarily. But the tagline or motto can certainly be tacked on the end for
that final reinforcement you want ingrained in the minds of the consumer or
Should you consult with a thesaurus for alternative words?
Absolutely not! Use words you would in a normal, verbal discussion. Thus, the
wording is true to you and your business culture.
Should you use some off-the-shelf AI or outsource to a cheap blog mill? Only if you are comfortable with insincere messaging, word salads, and grammatical, syntax and spelling errors.
Distilling the Message
Sit down with your colleagues to review your existing
marketing message with a critical eye. Is it consistent? Is it specific? Is it
memorable (in a good way)? Is it effective? How can it be improved?
Or, how would you start from scratch? Go around the table and
talk about strengths and weaknesses in the business itself, not just the
marketing message. What is the greatest value you offer? Take those one, two or
three things and build the messaging to buttress (yes, reinforce or underpin)
Next, if you are confident you nailed it, then get to work with a multi-media campaign plan. Which social media should you use? How should you produce video and blogs? Who should coordinate the content for those as well as email marketing and your website? If you do not feel comfortable doing that work in-house, then retain an agency or individual to contract with for the marketing content and coordination. Take a look at how they market themselves and their client base. And, lastly, do not go with the lowest bid. Just like anything else, with writing, you get what you pay for. For Commanding Digital Storytelling, contact me at firstname.lastname@example.org.
Don’t open a post to a group with “Admins, I
hope this is OK” and then post something is clearly in violation of the group’s
content rules. Read the rules and follow them. Don’t use a group to promote
your business, ask for medical or veterinary advice, share info unrelated to
the group topic, etc. “Admins, if this is not OK” is a form of clickbait and
you should just be banned for life for it.
Don’t use all caps. Don’t use all caps in run-on
sentences either. If you cannot form a thought and then write it out without
all caps and with proper grammar, please get help.
Don’t call everyone you disagree with in
comments on news stories a troll. It gets old. Unless, it’s definitely a Russian
troll. By all means, call that out.
Don’t post a nastygram review about a business
unless you truly had a horrible experience, e.g. you were food poisoned. In any
event, take it up directly with the business first. You can use the direct
message option for that.
Don’t share an article with an alarming headline
before you have even read the article.
Do post a supportive comment to a friend
expressing concern in a post.
Do recommend businesses you really like and
relate a good experience.
Do share pictures of cute babies, doggies and
cats. You will make people smile.
Do join groups on Facebook and elsewhere that
engage in hobbies you love or want to learn about, e.g., gardening, sewing,
cooking, kayaking, hiking, etc. That is to say, use social media to actually be
social, even if just in the digital space. These groups could actually get you
out to engage in healthy hobbies in the real world too.
send a direct message to a business on its Facebook or Twitter account. Ask
them something specific about a type of product or service you want or need.
You will get great, actionable information back!
It’s crucial for a business to quickly tell its story –
think elevator pitch. Ideally, your company’s name conveys what you do and is memorable.
But what about your logo?
For some companies, the logo is a crystalizing
representation of what it does. For example, the bird emitting song in the Twitter
logo. The bird is, well, tweeting. Unlike some of its users’ tweets, the logo
appears cheerful just as the eponymous tweeting sound effect of tweet
notifications. It is inviting and fun. And, it’s ingrained in the brain of its
audience and beyond. Everyone knows that logo.
For other companies, especially in small business, the logo
is an afterthought. While everything else was well-considered and properly
conceived, the logo is decided late in the game. Some business owners go to
inexpensive, online resources to find a logo provided by a freelancer they
never meet. The pitfalls are logos that are cookie-cutter images. You also get
what you pay for; did that cheap logo design come with a logo standards guide?
A logo standards guide provides how the logo may or may not be modified. It
includes acceptable variations, such as a graphic mark, and specifies the
colors, fonts and complementary fonts to be used.
A logo design from a professional graphic artist will
include multiple high-quality files with the logo in color, black and white, in
transparency and with different sizes for different media. These files are what
a print shop, web designer, social media manager and promotional merchandise
company expect to see when working with logos.
When I started my content marketing and social media management
business, I wanted a name that denoted the company provides skillful
storytelling, hence the name Adroit Narratives. The narrative should be
consistent across media, which is why the name is not Adroit websites or Adroit
social media or Adroit blogging. Now, how to represent that in a logo?
I knew from the outset that I did not want a logo with the
image of a laptop computer or a pen. Yes, that would connote outsourced writing
services. But, either would be rather boring and utterly unmemorable.
What would distinguish this business as my own? Some
businesses use the owners’ names, such as law firms, as the brand. I opted to
devise a brand about the work, so a good place for my name would be the logo. I
contemplated my family crest, which includes a stag, strawberries and the motto,
Je Suis Prest (I am ready). How could I incorporate the deer’s head and
strawberries? I also liked this idea because I am a hunter and the buck head
and antlers signify the harvest of the great outdoors to many. I wanted the
logo to express things unique to me and serve as a conversation starter.
To properly execute my logo objectives, I turned to Chris Sizemore
of Diliberto Studios, a
talented and experienced professional graphic designer. She managed my
expectations by providing a price and explaining the process of logo design.
First, we had a planning session in which I explained the above
family, personal and business story. I showed her the family crest for
inspiration, making it clear I was not asking for a replication, but a unique
derivation. She delivered.
In the next step of the process, Christina showed me her sketches of design concepts, all of which were stunningly beautiful. She had focused on using a strawberry shape as the body of the logo and incorporated antlers. I really liked these, yet I clung to the idea of the stag’s head being more prominent. She flipped the concept around and drew a series of stag heads in silhouetted profile with a brilliant motif: a strawberry in place of the ear. Bingo! Amazing! Wow! It knocked my socks off.
Moreover, years later, I still absolutely love the logo
design and what it conveys. When I hand people my card, they pause over the
logo. They don’t shove the card in their purse or pocket. They look at the artistry
in the design.
Besides providing a memorable logo, the design also shows that the business takes creativity very seriously, which too is a key principle of Adroit Narratives.
We live in trying times. I admit cursing while driving on
the Houston highways. But would I say those things if those drivers could hear
Do many people say those things in social media? Yep. Have
you? Well, never mind. If you get on social media even once per day, you are
subjected to something that will make your eyes bug out, whether it’s related
to international news or domestic problems.
At this moment, people are balking over Tom Brokaw saying
Hispanics need to assimilate. Ut-oh. This is a tired assertion. After all, many
of us whose great-grandparents came from Europe found themselves assimilating.
Yep, and many of them already spoke English (like my forebears from Scotland
and Ireland) and others learned this second-language over time.
That notion is so thread-bare is didn’t make me flinch, but
when he said some people aren’t sure they want brown grandbabies, my jaw
dropped. Outrage ensued! And, understandably as that is a genuine WTH comment.
So, using a completely unscientific examination, I scrolled
through reaction comments on a news story about this posted to Facebook. Surprisingly,
people with opposite opinions on this hot-button issue were not abjectly
caustic or abusive. Some people defended the comments, mostly with I-think-I-know-what-he-meant-to-say
reactions that acknowledged the comments sounded terrible. Others agreed
wholeheartedly with the assimilate part. I didn’t spend all day on this, but it
seemed like his specific remarks on intermarriage and “brown grandbabies” were
To be fair to Mr. Brokaw, he took to Twitter to apologize.
Within minutes, we will be on to the next outrage. Frankly, some things going
on in our society are outrageous. The question before us now is, so, what are
we going to constructively do about these matters?
We can each one of us do, myself included, to foster a
better environment on social media?
There is similar to asking before one speaks: is it kind, is
it necessary, and is it true? Yes, I believe it is necessary sometimes (but not
always!) to engage in political debates. Go ahead. Just be kind and stay in the
realm of facts.
Do not allow oneself to be triggered. I just saw a meme
about how Roger Stone is being unfairly and that [expletive] Hillary isn’t in
jail. I stopped. I got outraged at the false equivalency. I almost commented. I
liked a comment debunking it. Then I unliked that comment and scrolled the hell
out of there. Why? Because that post is just not worth engagement.
My congressman is active on social media and I do comment,
sometimes positively and sometimes skeptically, on his posts. Who knows? He
might actually care about what his constituents say. If I comment again, I will
try to be mindful to be as reasoned as possible. The other key is fully
listening to or reading someone’s comments before getting ready to tear down
one thing they said. Listen to the entire content. Consider the whole point.
Another test for you: are you making the best use of your
time on social media? If you are scrolling out of boredom, stop. If you are
getting consumed in a debate that is not constructive, stop. If you are clapping
back at memes, stop.
Make a conscious effort to share in something positive.
Spend less time each day on social media and consciously
decide to make it fun, educational and useful. If it is not one of those three,
ask yourself if it is worth your time.
If you live with dogs, you undoubtedly are frequently jarred by doorbells in television commercials. I’m going to name names: thank you, Walmart and Stouffer’s, who insist on multiple doorbell sound effects in their ads. No doubt the creators of these ads know that dogs will go bonkers each time they hear them and, ergo, dog owners will remember the ads.
But that certainly backfires when your target audience finds your ads incredibly annoying. I have other choices and do not need to go to Walmart, and I certainly wouldn’t serve guests frozen lasagna.
Analogously, are there certain retailers who send you multiple emails each week? If it is for the same offer, this practice is called a drip campaign. If the campaign is promoting a sale from a store I like, such as Jo-Ann Fabric and Craft, then yes, I rather like the email reminders. But, if the email is from an entity I find mildly interesting, then I really do not need two to three emails per day.
Who wants to be touched by digital marketing that often? Some email marketers seem more aligned with robocallers in practice than storytellers. What are you trying to tell your prospects and customers? Too many drips can feel like Chinese water torture for the email recipient.
Also, too much frequency can suggest desperation. Better to go with one to three emails a week, not several per day (you know you have seen that in your inbox).
And only talking about products and offers can get boring. What value are you bringing to people?
For example, if you are selling clothes, your newsletter could include an article about how to dress up or down with key pieces. And, sure, include sidebars with special offers as well as high-end items.
If you’re selling a professional service, include articles that are useful to your target audience. These are articles should be written by your company and posted to your website. The articles should describe how you solve a particular problem. You can illustrate your expertise without giving away the farm.
With storytelling you are inviting prospects to learn something of value from you. Think of it this way: if you ring someone’s doorbell in real life, they would appreciate if you are bringing something of value. (I’m waiting on the UPS truck as I type).
This is why guests bring hostess gifts to parties. You wouldn’t show up, ring the doorbell repeatedly and then try to sell your wares. So, why would you do that with email marketing? The Pavlovian response you are likely triggering is getting people to click delete, or worse, unsubscribe.
Instead, relate something positive and inviting. Did you hire someone new who is a standout in the field? Share that. Do you have an insight about some current event or controversy? Share that. Can you open with an anecdote about yourself in your business? Share that too. Let your customers and prospects get to know you and appreciate you.
Katharine Fraser is a communications consultant, social media marketer and freelance writer and editor.
Sunday at Grandma’s house featured dinners with tomato “gravy,” meatballs and ravioli and reading from the dictionary. My grandparents kept their dictionary on a large wooden stand in their dining room and I would pull up a tall stool to go learn from it.
The habit of perusing the dictionary started with my introduction to newspaper reading. Whenever I came across a word I didn’t understand, I would ask my parents for its meaning and they would tell me to bring the dictionary to the kitchen table. It was an unabridged Oxford dictionary. Once I lugged out this anvil, I would continue flipping through it to better acquaint myself with the English language.
When I was a news desk editor, Merriam-Webster’s website was bookmarked on my browser and still is. Why? Perhaps I second-guess myself with spelling. Moreover, I’d rather avoid the embarrassment of not appearing to know my own mother tongue.
After all, Merriam-Webster is now known for highlighting the malapropisms of a certain leader of the Free World, including referring to “Scott Free” instead of scot-free. Graciously, Merriam-Webster referred to this gaffe as an “uncommon spelling.” Nice.
Ever received a business email with a misspelling or two? Yes, we have all been victimized by autocorrect and our constant use of cell phones increases the likelihood of such errors. So much so that it became briefly fashionable for people to disclaim in their signature line that any typos should be ignored because the email was sent from a phone. Such a glib explanation brought to mind the image of a carefree jet-setter heading to Aspen or some other glamorous locale. “I don’t care about you peons enough to check my spelling. Ta-ta!”
This is the writing equivalent of arriving at a business meeting with dirty hair and rumpled clothes. Try to at least make an effort of looking like you have self-respect and respect for those with whom you are communicating.
All that said, I have missed typos. The sting of that embarrassment never lessens.
I know what you’re thinking. You use spell-check (that is Merriam-Webster’s preferred spelling, although spellcheck and spell check are acceptable). Plus, there is that ever helpful red, squiggly line to point out the errors of your ways. True. Yet, these tools are not infallible. Befriend the dictionary. It won’t let you down.
How many times have I checked the dictionary while writing this? Multiple times. How often do you?
Katharine Fraser is a communications consultant, social media marketer and freelance writer and editor.