The following is a guest post from graduate student Nikole Brown.

As a vital part of every Web site, copywriting can clearly communicate a sales message to your audience.

Effective copywriting is the gateway to future traffic to your web page, and the reputation of your site can be easily damaged by careless mistakes.

Here are a few mistakes to avoid when copywriting for your site:

Mistake #1: Not checking and double checking your work.

Nobody is perfect when it comes to editing copy, but in the case of online content, which can be hard to change once placed, getting it right the first time can save you a lot of trouble. Watch out for spelling, grammar and syntax errors.

Nothing is more disappointing than reading interesting content and finding an obvious error. Use the tools available through whichever writing program you use. Ensure these little mistakes are caught.

Mistake # 2: Not asking for help.

It’s difficult to generate consistent, relevant and engaging content for a Web site. Your audience will notice if the creativity and usual work is lagging, and this could turn away possibly interested guests.

Take advantage of online services, such as iCopywriter, that specialize in creating web content. The plus of the service is that the copy generated by the company can be edited to your personal specifications.

Mistake # 3: Losing sight of the objective.

The point of the content is to capture the attention of the audience using relevant topics. Using humor and your clever sensibilities are good for gaining attention, however it can also have the adverse effect of attracting an audience just for the entertainment but not for your services.

Try to focus the topic and the humor involved to the interests of the customers who will use your service.

While these tips may seem obvious many sites still continue to make these mistakes consistently. Spare yourself the time you would need to correct these mistakes and get it right the first time around.

Be aware of the content that you are sending into cyberspace.

This content, in the end, could make or break your online reputation.

Image: Nick J Webb

I was sending a Business Guy email the other day and, for the briefest of moments, found myself wondering if I used the wrong Latin abbreviation.

The dreaded “Is it i.e. or e.g.” crisis.

There isn’t a great mnemonic device to lean on when it comes to these two. That pretty much leaves it up to memory and rapid web browsing.

For the record, here’s the difference:

• i.e. = Latin for “id est,” or “that is.”
• e.g. = Latin for “exempli gratia,” or “for the sake of an example.”

Here’s an i.e. in action: The greatest holiday of the season, i.e., Christmas, is just two months away.

Here’s an e.g. in action: There’s a ton of great things to do at the reunion, e.g., playing softball, washers and pick-up sticks.

You’re using i.e. when singular specificity is the goal. On the other hand, e.g. is more encompassing, as it signals to the reader that you’re merely offering an example or two from a list of possibilities, choices and potentials.

It’s easy to get confused. Some folks like thinking of e.g. as “example given” as a way to spur the memory. If that helps, all the better.

But it’s probably worth your time to step back and survey the greater landscape here: Effective communication. Using Latin abbreviations might spice up your email existence, but I’m not sure they’re key tools in the fight against clutter.

Readers can no doubt come away with the meaning of a sentence — and infer the basic concepts behind the abbreviations — even if they have no clue what i.e. and e.g. actually mean. But asking readers to think or causing them to pause or even re-read can prove disastrous. A colleague of mine likes to admonish journalism students with this gem: The newspaper is not a crossword puzzle.

Neither is your message. Clarity and comprehension are the goals.

Image: perpetualplum

I’ve written about this topic for a couple different outlets. The latest incarnation ran this week at the Thesis Theme blog (with thanks to Derek Halpern and Chris Pearson). The concept has become a mini-passion of mine, mostly because it’s incredibly powerful and incredibly underutilized.

Our companies have garnered real, measurable return because of customer testimonials and a coherent, attractive showcasing of positive feedback. Prospective consumers crave credibility and authority — they’re also in search of peers who not only understand their problem but who have also found a worthwhile solution.

Enter your deliriously thankful consumers.

Create a Testimonials page
Gather all the praise-laden emails, weepy handwritten letters and notes of thanks you’ve received unsolicited from genuinely satisfied customers. Drop a bug on your site or interact directly with consumers to seek feedback, both positive and negative (study the hell out of the negative, but don’t, um, make a prominent and public home for it on your site). Hire a designer or use your in-house experts to build a customer testimonials page.

Here’s the one for our mortgage company. Notice the real names. The locations. The photos (and video). They’re each building blocks of credibility, helping assure readers and prospective borrowers that we’re not just conjuring these folks from thin air. As I noted in the Thesis piece, consumers see themselves in the faces and fears of these satisfied customers. You can’t buy that kind of authority and trust.

Consider Longer Pieces
Some companies have expanded the concept beyond the realm of snippets and blurbs. More in-depth customer profiles can prove incredibly powerful for prospective consumers. There are a few challenges with this method, as it’s a bit more involved than just sitting back and watching positive feedback roll in:

• First, you’ve got to identify existing consumers who are willing to share their story and their identity
• Second, you’ve got to ensure that the story is worth conveying
• Third, you’ve got to make time (or pay someone) to interview the consumer and then tell their story in a compelling, unobtrusive fashion

The key here is to let the subject’s story unfold naturally. Provide general themes and problems that scores of consumers might face. Instead of writing a glowing account of your product or services, focus on the consumer and his or her own unique circumstances. Allow the subject to talk about how your company provided the perfect solution. Stay out of the way as much as possible.

Allsup, the nation’s leading Social Security Disability Insurance representation company, does an exemplary job of this (and not just because I write some of their profiles, in the spirit of full disclosure).

You don’t need to write 1,500-word stories, mostly because no one will read them. Aim for the 500-word mark as a good initial benchmark.

Look into Additional Domains
There’s no such thing as too much positive consumer feedback. Don’t cram your testimonials page with hundreds of consumer voices. Pick and choose the best ones (maybe those with video or that include high-value keywords if you’re dropping links) and display those cleanly and prominently with a crisp design. Then see if you can obtain a separate domain to house your leftovers.  It’s an excellent, proactive measure in the never-ending battle of online reputation management.

For example, consumers will no doubt search your business name in conjunction with words like “reviews” and “scam.” At the same time, Google Suggest is throwing out all manner of automated suggestions, including some that might put your company in a negative light. Having a domain that incorporates your company and those kinds of words can help battle negative reviews and online complaints. We recognized this reality and built a separate site to solicit feedback and showcase VA loan reviews of our company.

The bottom line is this: Positive feedback and praise from consumers is inherently — and incredibly — valuable. Find a way to use it to boost your credibility and authority. And if you’re not actively soliciting feedback via your site, your employees and your social media channels, you should be. Now.

Image: umjanedoan

Advertising Age magazine’s “Media Guy” columnist Simon Dumenco declared the press release officially dead in a column this September, raising the ire of public relations professionals nationwide.

There’s certainly some merit to his argument, which essentially is that Twitter and social media avenues have rendered the traditional news release obsolete. But as most PR folks and journalists know, the “Subject X is dead” storyline is rooted in exaggeration and narrow-sighted trend spotting, no matter the field. And it’s certainly true in terms of press releases.

To be sure, press releases are evolving to meet the demands of social media and the 24-hour news cycle. The traditional press release has in some circles already morphed into the “social media release,” which often incorporates audio, video and links in a flashy, multimedia vehicle.

But the key tenets of traditional news releases remain in place, despite the shift in technology and presentation. The reality is the news release is far from dead. In fact, it’s more important than ever, given increased media fragmentation and the incessant blitz of instant information funneling into newsrooms every hour.

A timely, relevant and engaging news release will continue to be a ticket to coverage and brand awareness. Social media is making it easier for entrepreneurs and business folks to interact directly with journalists, opinion makers and trend setters.

Too bad pulling together that perfect pitch isn’t any easier. Here are eight tips for writing effective, engaging news releases:

• Craft a Compelling Headline or Go Home
  Assignment editors, bloggers and other gatekeepers are bombarded by news releases and requests for coverage on an hourly basis. You’ve got a second or two, at most, to attract attention and pique interest. Otherwise, your release is headed for the trash. Puns, kitsch and ham-handed attempts at humor are not your friend. Consider the headline your first and perhaps only shot at conveying an answer to this crucial question: So what?

• Have a Point, and Get There in a Hurry
  Reward curiosity and time constraints by embracing tight, concise summation that highlights the impact, relevance, timeliness or novelty value of your pitch. Be sure there’s a clear foundation of newsworthiness here — no one cares about a product launch or your excellent business consulting services in their own rights. Look for time pegs to latch onto: say, um, your pocket flashlight company plans to hand out freebies to Halloween trick-or-treaters. Or you’re a mortgage expert preparing to give a lecture on foreclosures in the wake of the current crisis. A pitch with a time peg has a much better chance of making the cut.
• Include As Much Information as Possible
  A media outlet worth its salt would never run a press release verbatim. But a release that spells out all the relevant and necessary details — including contact information, although that should go without saying — makes a reporter’s life easier. It never hurts to go a step further and suggest additional sources to help flesh out the release. A good reporter won’t rely solely on a subject’s source suggestions, but it can certainly be a helpful time saver on deadline.
• Keep It Short
  In most cases, a news release should be one page or less. There’s no hard and fast rule, but multiple pages should be reserved for the most special of cases — if there are charts, grafs, additional sources, company background, etc. Quotes have become a standard element of most press releases, but they’re the first element to cut if you’re starting to get wordy.  This is a bit of generalization but worth noting: Bloggers are more apt to use those quotes than traditional reporters, so consider that when pitching. Speaking of…
• Consider Your Audience
  Tailor your pitches to the outlet. With a news release, your only audience is the editor or media producer on the other end. Make sure you know why your pitch belongs in their publication — don’t waste time sending releases to outlets with an at-best tangential interest in your field. You should also make sure you know who you’re pitching — a vague, “to whom it may concern” opening email isn’t the strongest starting foot. Take some time to get a name and contact information.
• Build a Rapport
  Your pitch goes down a bit smoother when you’re sending it someone already familiar with your company and your work. You probably don’t have time to cultivate relationships with hundreds of journalists and bloggers. But that doesn’t mean you shouldn’t try — and this is where Twitter, Facebook and other social media avenues can play a key role. Reporters tend to reward great PR people who consistently provide quality story ideas and who can connect them with key sources in a timely fashion. It’s difficult for solo entrepreneurs to carve out that kind of time. But the investment is well worth it.
• Remember the ‘So What?’
  This is worth repeating, mostly because it’s the single most important idea behind news releases. If you can’t take a step back and objectively provide a compelling answer, don’t bother writing the release. News outlets aren’t going to cover something unless there’s at least a shred of, well, news there. Find a way to make your pitch relevant and timely — why should people care, what’s the so what?
• If all else fails, include either puppies or the military
  This is a half-joke. Remember to consider the audio and visual elements within your pitch. Static images of you standing behind a podium doesn’t do much to sway broadcast news editors. But a pitch that presents the potential of actors and action — of, you know, visual stimulation — can help sell multimedia folks on the concept. And, well, TV news loves animals and soldiers.

Image: luisvilla

The hits keep coming.

I was fortunate enough to write a guest piece for Read Write Web, one of the busiest and most brilliant information hubs on the interwebs. The article, “Facebook Credits: The World’s First Global Currency?” looks at how the social networking giant stands on the precipice of ushering in a new era of global commerce.

Maybe.

As always, thanks for reading.

If nothing else, the recent spate of high-profile blog posts helps explain why regular updates have been scarce.

Darren at ProBlogger was kind enough to entertain a post focused on online reputation management for bloggers. There are some common themes and lessons stemming from these recent posts. After a couple more see the light of day, I’ll put together a post that explores some of those lessons and themes.

Until then, thanks for reading

Check out one of the latest nuggets, courtesy of the great folks at Mint.com and its excellent blog, MintLife.

This piece — “Four Ways to Self-Promote and Build Your Brand Without Being Smug” — is for entrepreneurs, writers, bloggers and anyone else interested in making (and saving) money in 2010 and beyond.

As always, thanks for reading.

For newspaper reporters, there’s no worse feeling than waking up, grabbing the morning edition and seeing a lame, misleading or even erroneous headline splashed above your story.

Reporters don’t write the headlines for the stories. Try telling that to an angry subscriber base that barely knows the difference between the Comics and the Editorial page. At least journalists have an excuse. Bloggers are responsible for their own headlines, and crafting compelling entry points to your work is a key part of successful blogging.

Today’s media consumers don’t read — they scan. If you’re lucky, they’ll check out the first few paragraphs of your piece. But no one’s getting near your clever opening line if your headline is a dud. You might have crafted the finest prose since Hemingway, but the vast majority of readers will never get there because a three-second scan of your headline screamed, “What’s next?”

Here are eight tips for writing killer headlines that pull readers into your content:

• Use Active Voice and Present Tense
  This creates more powerful, concise headlines that convey a degree of immediacy.
• Embrace the USP
  Consider a direct, action-oriented headline that spotlights your unique selling proposition or your daily offering (“An Insider’s Guide to XYZ” or “Free 20% Coupon Inside”).
• Rely on “How-To” in moderation
  This is a time-honored tactic for blog posts, but beware overuse as it becomes gimmicky and a reader turn-off. Make sure you’re offering a useful “how to.”
• Be Specific
  Specificity is the lifeblood of good writing. Avoid vague, general phrases and speak directly to your topic, your audience or your tactic. A standing headline that could be applied to thousands of guest posts or articles at any given moment is not your friend.
• X Ways to Write Better Headlines
  Beware the “Five Ways to…” approach, as it can also become a trite device. If you do employ it, make sure everything after the “to…” is tight, immediate and either compelling, utilitarian or humorous. And feel free to pick a number other than five or 10.
• Put Away the Puns
  It’s difficult for most writers to do humor well. Cheesy puns and lame attempts to crack a joke in a headline almost always fall flat. Readers are busy and bombarded by competing messages — don’t give them an easy out because you’re trying to evoke Dr. Seuss.
• Use Question Marks Sparingly
  The quickest way to send a reader packing: Ask a question in your headline that readers find useless or in no way connected to their lives or daily experience. If you’re considering a question hed, make sure it’s one that appeals to a broad audience or the human experience in general.
• Consider the SEO Implications
  This shouldn’t be the ultimate arbiter, because SEO-driven headlines are often boring and uninformative. Write for humans, not for Google, but recognize that keywords are your friends.

Image: Roland

Most people don’t go into journalism or the world of professional writing to make money.

Many of my friends and former students took jobs at small-market outlets right out of college, gaining experience while working for peanuts.  Today, in the face of declining ad revenue and shrinking circulations, media outlets seem to be increasingly open to their journalists taking on freelance work, so long as it doesn’t conflict with their on-the-clock activities.

It isn’t just journalists who are looking to supplement their income these days. Public relations professionals, marketers, bloggers and hordes of other media industry folks are on the hunt for opportunities to secure supplemental income.  Companies and site owners crave relevant, quality content, which means job opportunities for those who work with words. Here are a few thoughts on how writers can chip away at paying freelance gigs while retaining their full-time work:

• Trade publications
  Journalists should look to non-compete media outlets in other cities. Some niche magazines will contract with working journalists, especially trade publications. Online hub tradepub.com has an exhaustive list of trade publications for all manner of industries. Consider your beat, your prior work experience or your passions and hobbies and then check out the submission guidelines for “Egg Insider” or “Truck Parts & Service” magazines.
• Online Marketplaces
  Register for the 21st century version of a gigging bulletin board for media producers. Both Elance and Media Bistro are excellent resources with extensive freelance marketplaces. Writers can sift through or solicit writing proposals with a degree of certainty regarding the legitimacy of the outlet and the likelihood they’ll actually get paid.
• Content Mills
  I’m not going to type out names, but there are scores of companies that churn out millions of words each month to hit keyword targets and flesh out blogs across the Interwebs. They do so by paying an ever-changing army of writers a handful of cents for each word. Much of it is mindless and derivative, but it’s definitely a path toward revenue creation. Just understand what you’re getting into and the broader implications involved with supporting content creation mechanisms such as these.
• Old-Fashioned Door Knocking
  So to speak. Don’t be afraid to craft a query letter and send it to a major magazine. Or a regional publication or city magazine. Just make sure you’ve got a solid pitch and that you can commit to the time it will take to report and write the prospective piece. I know several writers who have written major magazine stories based on issues they had covered in their respective communities.
• Start a Blog
  It’s not going to make money overnight, but developing a blog and a devout readership can create paper money down the road. If you’re a communications professional, just make sure your personal site doesn’t present any conflicts of interest with your employer. But a site that reflects your expertise, personal knowledge or lifetime passions can be a creative outlet that also stimulates  the economy.
• Watch Your Watch
  As you would with finances, budget your time available for freelance ventures every week or each month. If your East Coast workday ends at 6 p.m., that still gives you a couple of hours to conduct interviews with folks in Colorado or California. Make sure you can commit to projects and deadlines without reservation. It’s also a good idea to keep your editor or boss in the loop, too.

There are myriad opportunities and freelance avenues for writers beyond those discussed here (speeches, ghostwriting, etc.). Just remember that it’s an increasingly small and interconnected world, especially when it comes to media.

Image: dbdbrobot

Sonia at Copyblogger was kind enough to publish a recent submission about what I’ve learned from teaching undergraduates.

You can check out the piece, titled “How I Became a Better Writer Thanks to Distracted, Hungover College Students,” by clicking this little link right here.

Thanks to all those who took time to comment or hop over here to check out Write Short Live Long.