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How to Prevent Typos

prevent typos

How to prevent typos

How do  you feel about typos (especially other people’s typos)?

Do you react angrily?  Are you offended when you see one?

Or appalled that someone could let that happen?

Sometimes, it seems we just can’t get rid of typos.  We proofread and proofread, but there they are, like dandelions popping up in your lawn.

I heard a story once about a publisher who swore they would print a book with no errors.  There was a mistake in Chapter 6.

It’s not only book publishers that have this problem.  Here’s an example from the Metropolitan Diary section of The NY Times  (June 4, 2007)

“Dear Diary:
I wasn’t too surprised when a nearby Columbus Avenue restaurant closed up shop. The fliers that they distributed in the neighborhood when they first opened had, after all, boasted of “Chicken to Die From!”
Maureen Manning”

 

How to prevent typos

Typos were a lot harder to stop in the days when people used actual typewriters. They were harder to cover up too.

1) Start with spell-check.  This helps, but isn’t perfect. It can’t tell, for example, when a word is spelled correctly, but not the word you really meant (“world” instead of “word”).

Even with spell check, typos can be really hard to find, especially if you’re proofreading your own work. And, they’re notorious for showing up  in posts about spelling, grammar, and typos.  They just sneak in.

2) Read it backwards.  You see the individual words more clearly when you’re reading them out of order, because you have to focus on them harder.

3) Let it rest.  Put the article or post aside for a few hours, or overnight.  Read it again later.

4) Phone a friend.  Have someone else look at it.  This is especially important if you’re writing in your second language.  A native speaker will see things you missed.

5) Read it out loud.  This forces your brain to focus on what you’re doing, and the typos become more noticeable.

6) Hire a professional.  Copy editors are worth their weight in gold.  You may not want to pay for a blog post, but it’s worth it for a book or longer article.

If you spot one in someone else’s work, and your inner editor won’t let you keep it to yourself, tell the person nicely (pssst, rogue hyphen in paragraph three).  Or, pencil the correction in the book.  You’ll feel better.

Here are some more proofreading techniques and common English grammar mistakes.

All that said, I just read a book printed by a major publisher.  There was a big typo in one of the chapter headings.  It said, “DIMJLY LIT ROOM.”

Oops.

Is Your Brochure Acting Like a Diva?

Diva Close

Image by Paintitblack22 via Flickr

We all know about divas. Their demands for only red and yellow M&Ms and never, ever any brown ones. How they want exactly three 100 watt bulbs in their dressing rooms.

One or two won’t do. Heaven forbid they’re only 75 watt bulbs.

They’re annoying because they’re only interested in their own needs. They talk only about themselves, they don’t listen to what anyone else says, and they’re frankly exasperating. But what does this have to do with business brochures?  It turns out that brochures (and web sites) can exhibit some of the same behaviors as divas.

Writing better business brochures

Go on, take a look at your brochure (or your website). Is it acting the same way as those divas?   Who does it focus on? You? Or your clients?

Is it talking about what they want? What drives them crazy? That they don’t know where to find a web designer, or that they’re worried that someone will rip them off? Or that their designer will be a diva?

Of course, you’re not really a diva. Here’s how to avoid looking like one and make your brochure more effective.

Explain what you do

Tell a story. Use as much (or as little) text and graphics as you need to tell it properly. Make what your product or service does personal. Remember what you’re really selling. Address their problems (where do I find a designer). Reassure them that you’re there to help (not hurt), and that you listen carefully.

Show the results

Describe how it helped other people (better yet, have them do it). Showcase other clients you’ve helped (and all the great things they say about you). Talk about them (not yourself).  Try the one-minute marketing test. Use their language. Tech stuff for techies, not for not for ma and ma consumer.

Why you

Because you specialize in hot tub installation (and that’s what they need), rather than a general contractor or plumber. Or, you’re the leader in zombie drawings (and they need storyboards for a scary movie).

Why them

In order for your promotional brochure to be effective, it has to go to the right people. The greatest tool ever for cleaning chimneys won’t sell to people without fireplaces.  Focus only on the people who fit your customer profile.  Not everybody, just the blue guys.

Next step

Make it easy to respond. Tell people what you want them to do (call, email, snail mail), and repeat it. The less friction there is, the smoother the transaction. Explain the process, so there are no surprises.

What do Baby Showers Have in Common with Marketing?

Baby Shower Cupcakes

Image by clevercupcakes via Flickr

What does a baby shower have to do with marketing or identifying your customers’ needs?  Isn’t that just a chance to buy gifts, talk to your friends, and eat?

Not so fast.

A long time ago, I went to a friend’s baby shower. She’d just had a baby girl (who is now an adult).

All of her other friends got her lots of lacy dresses for the baby.  There was a bassinet full of bows.  It was a sea of pink, lacy, frilly, conventionally girly gifts.

Know your customer

I, on the other hand, got her something completely different. It was a sporty outfit from The Gap. I think it may have come with baby-sized sunglasses.

Why? Because I knew my “customer.” My friend just wasn’t a ruffles and lace kinda gal. She hated all those frills.

Her other friends got her what they liked. I got her something she would like.

On another occasion, I bought a then-colleague a baby outfit with an abstract purple and orange print. I hated it. She knew it too (my dislike of purple is legendary).  However, she loved it (and I knew she would).  She also appreciated that I got her something I knew she would like (even though I didn’t like it at all).

Appeal to them (not yourself)

It’s OK to do what you like if your audience is just like you (for example, you’re a geek marketing to other geeks). However, if you’re a geek marketing to lawyers, you’ll need to understand what lawyers want and need. You’ll have to learn to speak a bit of legalese, and watch your use of tech speak.

You may be excited about new server software. The lawyer just wants to know that her network will stop crashing. Sell the software as a solution to the crashing, not as super-cool new software with redundant backups and offsite mirroring.

See the difference?

How to identify customer needs and wants

In the case of my friend and colleague, I simply paid attention and listened.  For clients, your approach has to be a bit different.

First, start listening to their questions.  What comes up over and over about your product? Are there particular features that they like? What do they have trouble using?  Is there a new feature they’d like to see?

  • Try sending out a brief survey and ask them what they want.
  • Review the tech support questions you get and develop new features (or change old ones).
  • If you have a sign up process, go through it yourself. Identify any speed bumps your customers may be experiencing.
  • Use an ideal customer profile, to guide your decisions.  If you don’t have one, make one.  This will help focus your marketing too.

Know what they want, and give it to them. They’ll love you for it. They’ll stay longer too.

What Every Creative Should Know About Marketing

Paint brushes

Image via Wikipedia

Starting a creative business is exciting. You’re full of ideas and energy. You want to make money. You’re passionate about what you’re doing. However, that’s not enough. Marketing your creative business requires a plan.

I just read something (sorry, can’t share details) by someone who set up his business without thinking through his marketing.

If you want your creative business to succeed, there are six key tips you should know about marketing before you open your doors, set up your web site, or start printing business cards.

What have you got?

What is it you’re selling? Illustrations? Web sites? Training programs? Be very clear and very specific about what it is you do. The kinds of illustrations, what sort of training you provide.

Who wants it?

This is your tribe. Your people. The group (large or small) that will buy your products.  For example, they might be startups with small budgets who need a simple website (or blog) set up quickly. Or, people who need an ebook designed and don’t have a graphics department. Know exactly who your “fish” are, and the problem of theirs (not yours) that you solve.

Why you?

The why is more important than the what. Why buy from you? People buy from Zappo’s because their service is ridiculously good. They don’t really deliver shoes. They deliver happiness.

Why them?

What connection do you have with your tribe? Are you passionate about what they do? Is there a problem they have that nobody else is addressing? (Jonathan Fields tells the story of a woman who loved yoga, but found that all the mats got slippery. She invented one that didn’t slide around and started selling it).

Where are they?

How do you find them? Once you know who your market is, how do you find your ideal client? Are they reading Wired or reading National Geographic ? And where are they physically located?

How do they get your product?

Buy it online? Pick it up in a store? Click on a link? Respond to an email message?

Figure all of this out before you spend one minute on social media or one cent on marketing.

Cool Tools for Freelancers

English: a toolbox Deutsch: Eine Werkzeugkiste

 (Photo credit: Wikipedia)

Today is cool tools day.

That means it’s time for a quick rundown of cool software, plugins, handy gadgets, and widgets that make life easier for freelancers and creatives.

Today’s batch includes three tools: a handy wordpress plugin, a web archive that tracks changes on just about every website on the internet (plus lots of extra goodies), and a collection of icons that you can use on your website or for apps.

Zemanta

First up today is a tool I’m just trying out. It’s called Zemanta. It looks at your blog post and finds relevant links, images, and tags (automagically). You can set preferences, and the images are tagged with the appropriate usage license. You can specify (to a point) which feeds it looks at to get related content, and also add twitter or facebook feeds. I got the tool image by typing tools into the search box (without leaving WordPress), and then clicking on it. Pretty cool, but I had a heck of a time getting it aligned properly. A bug?

The wayback machine

If you’re a Rocky and Bullwinkle fan, you’ll remember the time machine from the Mr. Peabody and Sherman cartoons. This wayback machine. is an internet archive that preserves web sites, photos, audio, animation and more.  You can search for old versions of your own website or download free books, movies, and free recordings

Scribd

Scribd: Tons of forms, eb00ks, and documents  Learn more about business, baking, get office forms, templates, and lots more.  Many are free, some are paid.

Free web icons

Dryicons: Free blog or website icons: social sharing, flowers, e-commerce, sports, and holidays.  Lots of different styles, from “grungy” to “ink drawing” to “sleek.”