Tuesday, April 1, 2014

Grammar Hammer: Comma Drama

Grammar Hammer: Comma Drama image quotation marks


via Grammar Girl



In the thousands of news releases that cross the desks of the PR Newswire Customer Content Services team on a weekly basis, placing commas outside of quotation marks ranks as one of the most commonly made errors. Though misplaced commas are not a major grammatical offense in comparison to some others we’ve seen, its frequency makes this a topic worth exploring.


What’s fascinating about this topic is really how the U.S. grammar rules vary from the British. In the U.S., the comma (or other punctuation) goes inside the quote marks, regardless of logic. I refer you to English Grammar for Dummies, 2nd Edition, which gives a great recap of the scenarios in which this rule applies. On the other hand, British grammar rules focus on the context and want the punctuation placed “logically” versus “conventionally”. (See what I did there?)


For historical context, good old-fashioned typography is the primary reason Americans place punctuation inside their quote marks. According to the Guide to Grammar and Writing, when printing used raised bits of metal, periods and commas were the most delicate keys and writers risked breaking off or denting the face of the piece of type if they had a quotation mark on one side and a blank space on the other. Hence the convention arose of always using periods and commas inside the quote regardless of logic. In today’s digital age, it seems that we could eliminate this rule as easily as the rule of two spaces following a period.


My advice is to pick a style and stick with it. In 99% of my writing, I’ll follow the American rule of tucking my punctuation marks neatly inside the quotation marks, except for that teeny tiny 1% where context or logic necessitates it being outside (and please know that inconsistency makes an editor’s brain hurt).


In other grammar news, the Associated Press announced they were relaxing their stance even further on “more than” vs. “over.” A part of me has died; I just talked about this topic in February. How do you feel about AP’s new position on this rule?


Have a grammar rule you’d like me to explore? Drop me a line at catherine.spicer@prnewswire.com.


Source: B2C_Business



Grammar Hammer: Comma Drama

Overview of Today’s Digital Marketing Landscape – Lauren Vaccarello #czlny


It’s April Fools day today but there was no fooling attendees of the first ClickZ Live conference in New York who attended the pre-keynote presentation offering an overview of the current digital marketing landscape given by Lauren Vaccarello, VP of Marketing of AdRoll.


A surprising number of attendees showed up at 8am for this preview of digital marketing and Lauren did a great job giving introductory information on everything from Paid Search to Email to Retargeting. If you’re not sure whether mobile makes sense or what retargeting is, read on.


Looking back on the history of digital marketing from the first clickable ad in 1993 to the founding of Google in 1998 to the start of Facebook in 2004, few people could have guessed how big and influential they would turn out to be. And who would have predicted the popularity of Snapchat or What’sApp being purchased for $19 billion?


The thing is, with digital marketing, we’re still just getting started


The media and advertising industries are evolving. Print journalists leaving for digital used to get chided, but now it’s normal. But there’s still some disparity when it comes to print and digital budgets. We’re spending 6% of our time on print but spending nearly 25% of our budget on print


Machines and data are taking over – real time bidding is taking over media buying. Data is at the center of the digital ecosystem. Big Data!


Digital Marketing 101:


Search is still the #1 source used in purchasing decisions (Compete). Consumers, small and large companies all use search. Your visibility in search results is some of the most valuable real estate on the web. The act of searching is a clear indication of intent. What better time to connect with buyers than at the moment of need?


Paid Search vs. Organic

Paid search visibility is not just how much you’re willing to pay per click, but also the click through rate that determines your ad placement. Of course, a high CPC and high CTR equals maximum profit for Google. Google also cares about users, so relevancy is also a factor in ad placement.


Paid search gets about 1/3 of the clicks, organic search gets 2/3 – but paid search gets a higher click through rate.


Organic visibility is important – the higher the better. If your page is #1 or #2, you can expect 4X higher clicks and traffic than lower positions. If you’re on page 2, it’s dramatically lower.


Email isn’t dead! And it needs to be Mobile


  • 838 billion marketing messages sent out in 2013.

  • 66% of consumers have made an online purchase because of email

  • 48% of all emails are opened on mobile devices (Litmus)

Marketing Automation (Especially for B2B Marketing)


  • Produces leads in less time

  • Engage with contacts and leads

  • Convert leads faster

  • Provides a more personalized experience

Retargeting -Targeting based on first party data.


  • The most valuable type of data for search marketing? Intent!

  • Intent data can come from a variety of sources. That first party data can help you deliver precisely targeted ads.

  • Retargeting helps your brand be everywhere your audience is – other websites, not just yours.

  • Data can help you create a more personalized experience for your customers

  • Adroll is a retargeting platform

Social Media Marketing


  • Social advertising offers amazing data and insights about target audiences.

  • It’s important for brands to be human, relevant, engaging and complete in the information about your company.

Content Marketing


  • Think of it as owning media vs. renting it. If done well, you can own space on sites for a much longer period of time. It’s relevant, useful content for your specific audience.

  • Interesting content is a top 3 reason why users follow brands on social media.

  • Sites with blogs get 55% more visitors.

  • Considerations for content marketing: Who is the audience and is your content adding value? Is it visual? Is it long or short form? Is it optimized?

The Year of Mobile (10th edition)


  • This might actually be the year for mobile in 2014. Marketers are becoming better educated about what’s possible with mobile – from engagement to driving sales.

  • In 2011 smartphone and tablet sales were same as PC. Today, smartphone and tablet sales grossly outnumber PC sales.

  • 90% of consumer transactions are started on one device and finished on another. (Neil Mohan, Google)

Of course there’s a lot more to know, books in fact, on each of these topics. But it was a nice introduction for the attendees, as evidenced by all the questions Lauren received. Speaking of books, Lauren has just co-authored a book on retargeting: The Retargeting Playbook: How to Turn Web-Window Shoppers into Customers.



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© Online Marketing Blog, 2014. |
Overview of Today’s Digital Marketing Landscape – Lauren Vaccarello #czlny | http://www.toprankblog.com




Source: TOP Rank Blog



Overview of Today’s Digital Marketing Landscape – Lauren Vaccarello #czlny

3 Ways to Write a Damn Good Syllable











The list of things you need to do to become a great writer is a long one.


So long in fact, most people never make it to the end of that list.


This is why most people suck at writing.


They simply give up.


Sure, the new ones are always thrilled — corybantic some may say — as they sharpen their pencils in eager expectation of jumping into those adorable writing exercises such as “Write like you talk” or “Write yourself silly!”


Then there are the entry-level axioms that culminate in “Give yourself permission to write,” a commandment that Trendall Jynweythk, professor of liberation theology at Arizona University, claims originated in a conversation between Jesus and John when the apostle was battling writer’s block after some really bad dreams.


It is all quite overwhelming advice to you, virgin writer, what with your bubbling, flooding, and exploding energy.


You just need to sit down and write!


And when you do, you do it long into the night … running through a score of yellow pencils and six mugs of iced Alabama Sumatra. (But without the guilt an Amish adolescent might feel after a bender in Las Vegas.)


This writing tear goes on for days. Maybe even weeks. And comfortable in your mayhem of “Just writing!” you seek out other exercises to elevate your game because you can feel it in your bones — something good is about to happen.


Over the next couple of months you copy out your favorite songs, change the words in dozens of poems you love (to make new poems!!!), write a really good sentence, mimic a bestselling author’s style in a short story about the embarrassment of body odor, and even follow the inevitable “Write about things you know” commandment.


And that’s when the doubt sets in.


It’s the equivalent of a mid-life crisis.


You look back at what you wrote and you realize either a lunatic has been getting into your journal or you need to lay off the Wild Turkey.


You don’t recognize the words, the style.


A colossal coldness runs through your bowels and you wonder: Who’s the freak writing these things? Is someone — or something — getting into my journal?”


It’s existential as all get out, and according to the Sub Regional Institute of Confessional Writers, approximately 58 percent of people drop out of the writing life at this point.


The other 42 percent continue simply because they have no soul and rather think that the world doesn’t as much NEED what they write as much as they believe it DESERVES what they write. And usually at this point they ask for FEEDBACK.


The timid will email a good friend or spouse and ask them to “review” something they wrote. The bold will join a poetry writing critique group and hand in their 70,000 word novel (all in verse, of course).


But the outcome is the same if the feedback is anything less than glowingly triumphant.


Sheer outrage.


This is where the Converging Brotherhood of Unrelated Sisters and Uncles Against Bad Writing say that 50% of the remaining 42 percent will slam the door on the public and never let another living soul see their work for as long as they live.


(This doesn’t mean they will stop writing. No, they will keep writing. It just stays on the MEMORY STICK. Forever.)


Which leaves roughly 21 percent of the original 100 percent of the “Just writing!” variety seething and cursing under their breath that seemingly educated people could actually miss their genius, leaving them with only one explanation: their critique partners were born in a barn and couldn’t recognize good writing even if it licked them in the face and begged to be milked.


At this point these stalwart writers are now starting to get some recognition. But for reasons you might not expect.


Having discovered and applied just about every writing rule known to man, they now talk relentlessly about GETTING PUBLISHED. They will tell you how to properly write a query letter, which agent to harass with publishing questions, and what publishers really want from an AUTHOR (it’s a platform, Richard!).


“Unfortunately, this is probably the most frightening stage in becoming a writer,” says Ben Ben Vordhosbn, junior supervisor of analog analytics at the Washington Post.


“See, those who don’t overcome this stage will remain the bald guy boring beautiful women at cocktail parties about how he’s about to fix the publishing world … or the llama-sweater wearing woman in the coffee house who pauses and asks everyone with a laptop if they are a writer.”


“It sends shivers down my spine just thinking about it. I need to go,” he added.


Prevail at this point, however, and you enter stratified air: the realm of PUBLISHED WRITER.


Suddenly you are on the other side of the velvet rope with your published short story on THAT online literary zine.


Suddenly you are deleting emails from people asking you how to get published.


And suddenly you are now making up writing rules.


WELCOME TO AUTHORHOOD!


If this sounds like the kind of life you’d like to live, but without enduring the misery I’ve just described, then I’ve got good news for you.


You can skip all that crud that other writers have to go through by learning how to do one simple thing: write a damn good syllable.


You might be under the impression that all the syllables have already been made up. That’s simply not the case.


In fact, my friend Nathan (who used to have a real heavy crush on Anne Lamott in high school) told me that there are literally millions of syllables waiting to see life … waiting to be born … and you are their midwife.


So, how do you write a damn good syllable? Here are three tricks of the trade:


  1. Weave letters together like you are sewing. The simplest way that I know to write a great syllable is to take two words AND COMBINE THEM. For example, “rankle” and “question” becomes “rqauneksktlieon.” Which is a question that annoys people.

  2. Take a word and flip it. “Flip” becomes “pilf” and “babysitter” becomes “rettisybab,” which is someone who is too old to have a babysitter but still insists on one when his parents go out.

  3. Numb your entire mouth. Inject Novocain into the meatiest part of your tongue and all over your cheeks and gums. For the next thirty minutes record everything you say.

There are probably hundreds — if not thousands — of ways to write a damn good syllable, but those three have worked absolute wonders for my career, as you can see in posts like 5 Ways to Write a Damn Good Sentence and 10 Ways to Write Damn Good Copy.


I see no reason why they shouldn’t have the same sort of impact on your career.


I have to confess, though, I didn’t learn how to do this until late in my life. Yes, I went through all the stages.


If that makes you shudder, then start making up syllables today … yes, right now, on the first day of April. ;-)


(By the way, I made up several syllables in this post. Two-horned unicorn to the first person who identifies all of them.)


Do you have any tips for how to write a damn good syllable? Share them with me on Twitter or join the discussion on Google-Plus.



About the author

Demian Farnworth


Demian Farnworth is Copyblogger Media’s Chief Copywriter. Follow him on Twitter or Google+.





The post 3 Ways to Write a Damn Good Syllable appeared first on Copyblogger.


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Source: Copyblogger



3 Ways to Write a Damn Good Syllable

Use These 20 Clever Words to Get Your Posts Read

clever words to use

Sponsored Post


The key to getting any business content read is its headline. Take a lesson from print media, articles with boring titles never get read. Here are 20 words to make sure that prospects and customers read what your company posts.


Numbers


More specifically, 3, 5, 7 or 10 are clear winners. Even numbers are less popular. Every reader wants a simple step by step list to accomplish their task.


Easier


They want your business to make it easier for them. They seek an easier way out or an easier way to solve their pain.


Rock Star


Most customers have a secret desire to be a famous rock star even if it is only in their immediate world. They will pay anyone to get there.


Capture


The best word to help customers get what they desire. It denotes things that are not easy to accomplish.


Killer


This is a powerful, yet controversial word. It can backfire if used in times of domestic violence.


Secrets


Every customer wants to learn the secret formula that not everyone else knows so they can benefit from it.


Perfection


Consumers are always striving for this ideal. They know they can’t really achieve it, but it does not stop them looking for help to get it.


Quick


Customers have no time. They want something fast (see “Easier”). This can be learned from the popular fast and prepared food craze.


Dangerous


Many customers lead fairly mundane lives and seek safety. They want to read about dangerous things they should avoid.


Clever


Customers hope to gain an advantage by being more clever than the next person. This is a quality that is almost universally admired.


Next Level


Every customer wants to go up, forward and to the next level and they will buy whatever can help them get there.


Guarantee


This helps mitigate the risk a customer is taking in their purchase. If the results are “guaranteed,” they feel more comfortable to act.


Boost


Customers want quick help to get higher. The “boost” is a popular and warm image from childhood.


Latest


Many customers are addicted to the “shiny object syndrome” and always want the latest and greatest. Companies feed that desire.


Mega


Americans always like things which are large. In fact, the bigger, the better. Many believe that a higher quantity means increased value.


Absolutely


A better way of saying “the best.” It leaves no room for doubt.


Ridiculous


Customers like to hear about “crazy,” so they can pass along these stories to friends and associates.


VIP


Every customer wants to be part of something that not all people can join. It makes them feel special.


Limited Time


Customers will act if they believe there is scarcity.


Worst


Unfortunately, people are more attracted to the negative, than the positive. This is the basis of the popularity of every reality TV show.


This article, provided by Nextiva, is republished through a content distribution agreement. The original can be found here.


Reading Photo via Shutterstock


The post Use These 20 Clever Words to Get Your Posts Read appeared first on Small Business Trends.




Source: Small Business Trends



Use These 20 Clever Words to Get Your Posts Read

Microsoft Word Users: Watch Out For RTF Files

rtf file microsoft fix

If you get an RTF file from someone in your email, don’t open it. Don’t even glance.


That was part of a warning from Microsoft recently to users of supported versions of Microsoft Word. The company says that hackers have found a vulnerability in the system. Opening RTF documents (short for Rich Text Format) – even previewing them – could corrupt your computer, and make it part of a larger hacking network. Microsoft says so far it is aware only of targeted attacks on users of Microsoft Word 2010.


In an official post in Microsoft’s Security TechCenter, the company warned:


“The vulnerability could allow remote code execution if a user opens a specially crafted RTF file using an affected version of Microsoft Word, or previews or opens a specially crafted RTF email message in Microsoft Outlook while using Microsoft Word as the email viewer. An attacker who successfully exploited the vulnerability could gain the same user rights as the current user.”



Microsoft knows that attacks are occurring but has no permanent solution yet. The company says users should avoid opening RTF files until a fix for the vulnerability has been made available. There is a way you can get at least a limited view of these files if it’s absolutely necessary. Microsoft outlined a “workaround” on its Security Research and Defense Blog recently (image above).


But the company warns that the consequences of opening or even previewing corrupted RTF files could be dire. A Business Insider report warns opening a booby-trapped file could give hackers control of your computer. Once under a hacker’s control, the computer could be used to send out spam or even as part of an online fraud operation.


The post Microsoft Word Users: Watch Out For RTF Files appeared first on Small Business Trends.




Source: Small Business Trends



Microsoft Word Users: Watch Out For RTF Files

3 Tips to Better Market Your Flash Sale Site

3 Tips to Better Market Your Flash Sale Site image 2d726cdd e5a9 4e0d 8578 39394ac05de51

Private Event Retail, or flash sale sites can be great tools for online retailers to reduce the cost of customer acquisition while fostering customer loyalty and increasing the likelihood of repeat purchases. In fact, retailers that leverage these types of sites see the cost of customer acquisition drop by 44% while repeat purchases jump 35% when compared to traditional eCommerce sites. There is a ton of opportunity out there with flash sale sites and Private Event Retail, however a key component to seeing this type of success is having a detail-oriented marketing strategy. Here are just a few things to keep in mind if you’re already running a flash sale site, or plan to implement one in the future.


Mind the data and tell a story


Storytelling and hard numbers might not seem to go hand in hand. However, in the realm of flash sale sites, it’s absolutely critical to follow the insights garnered from your membership base. There are two key ways to do this. First, require some initial questions to be answered when a new member signs up. These don’t need to be intrusive or far-reaching, but make sure to get a sense of their general demographics and interests. This is a great starting point and it allows you to build a persona of each different type of shopper. As your members begin to browse your site and make purchases, be very mindful of what type of content they’re interacting with. Which emails did they click through? What social media copy resonated with them? As you collect these insights, be sure to refine your personas so you have a general understanding of at least 3-4 key types of shoppers.


Once you have strong personas and a good sense of what drives each one to your flash sale site, you can tailor various stories to draw each type in. For example, if you’re an apparel retailer, instead of presenting a general event for your winter line, break it into a few, persona – specific events. Let’s say you’re trying to liquidate your excess inventory of winter jackets. If you have an “active” persona that has indicated a preference for outdoor activities, you might want to create a “Winter Sports Survival Sale.” This could be juxtaposed with a sale for your high income persona, or those who have a indicated a preference for fashion the following day. This might look like: “24 Hours of Apres Ski Wear” – which is the place to be seen for winter fashionistas (whether or not you’re actually a skier).


Be aware of the share


Your advocates can be one of your biggest marketing assets. Know who they are and treat them well. This is especially important because some of the most valuable event-based shoppers are not always the ones who buy the most. More often than not, it’s the ones who like to sing about their most recent deal from the top of the social media mountain that matter most. Not only are they providing free, authentic endorsements for your flash sale site, they’re attracting like-minded buyers.


To encourage this, when building out your flash sale site, be sure to weave social sharing and dialogue throughout your customer experience. This could include simple sharing mechanisms, co-shopping capabilities or social influenced merchandising such as “what other shoppers are buying now” type of mechanisms.


As discussed in a previous post, incentivizing customers to invite others is a key tactic to grow your subscriptions and it’s also a great way to gain some social media ground. Savvy customers will leverage Twitter, Facebook and Pinterest to broadcast a mass invitation in their name (in hopes of a large referral bonus bounty), so why not make it easy for them? Be sure to provide social sharing buttons every time you encourage them to invite friends directly and it will pay dividends in terms of your reach.


Timing, timing, timing


Flash-based shoppers are conditioned creatures of habit. It’ll behoove you to be consistent in all aspects of your timing. This isn’t limited just to what time of day you launch and close each event, but encompasses all of your marketing messages, especially email. Your emails should appear in inboxes with regularity and create an expectation that special deals will arrive at a certain time.


This level of consistency pays off in three key ways. First, and most simply, your shoppers will be conditioned to check their email at a certain time to be sure that they’re on top of any urgent deals. Second – it will allow you to leverage (but please, don’t overuse!) the element of surprise. Every now and then, it helps to throw a curveball and release a small event, or adjust prices for a very short supply or short period, just to keep your members on their toes. This will give them a reason to keep coming back and checking your flash sale site to make sure they’re not missing out on something special.


When building a private event retail site, there are some key considerations and best practices that can make or break your success. Take a look at our latest white paper, The Next Wave of Private Event Retail: Moving Beyond Flash Sales and Daily Deals.



Source: B2C_Business



3 Tips to Better Market Your Flash Sale Site

Wells Fargo’s Got It. It Just Needs to Flaunt It!

Wells Fargo's Got It. It Just Needs to Flaunt It! image wells fargo facebook sweepstakes post 1

We’re always on the lookout for promotions run by financial institutions, and while these sometimes include social promos, we also watch for tried-and-true card usage sweepstakes. These types of promotions are fairly simple: every card use equals an entry (or entries) into a sweepstakes. This encourages cardholders to swipe their cards (sometimes at specific merchants) not just once, but many times to increase their chances of winning.


There are three key ingredients to successful usage promotions: an attention-grabbing prize (win $1,000,000, or win a Vegas getaway, or win a car), customer understanding of what they can win and how and, finally, awareness. When we talk to clients about promotions, one of their biggest concerns is that the first time a winner might hear about the promotion is after they have won. And with the millions of card transactions every day and consumers’ limited time to see marketing messages, that is a very real possibility.


A recent sweepstakes that caught our eye was promoted by Wells Fargo on its Facebook page:



Wow! A $25,000 prize just for using a debit card? That’s pretty good. We were intrigued. Was this a new promotion? How long was it running? Where could we get more information? We clicked the link in the post and arrived at the rules page. OK… while the page was informative for us (because we know what to look for in sweeps rules), it may not be the best way (or the ideal place) for customers to get the information. So, we Googled the promotion, but we didn’t find anything. Then we asked our partner Competiscan to search its vast creative database. It couldn’t find anything, either.


Ultimately, we went to the Wells Fargo website and found this landing page and then checked Facebook again and saw two posts from earlier in March, one on the 17th and this one on the 12th (note the comments):


Wells Fargo's Got It. It Just Needs to Flaunt It! image wells fargo facebook sweepstakes post 2


Hmmm… it seems that “Alex” is also wondering why he’s just hearing about this promotion. To its credit, Wells Fargo responded to his question by indicating it had been using a number of channels to promote the sweepstakes. However, it looks like the bank waited until March to post it to Facebook.


It’s possible that Wells Fargo did execute a coordinated promotion strategy, and we just can’t find samples of it. But it’s also possible that the bank overlooked the most important part of a promotion: making sure to promote it. Even the posts that we did discover don’t fully explain the prizes. It’s not only a $25,000 grand prize, but also daily prizes of $25 each. That’s a nice little reward for simply using a debit card and something that should also be promoted. Otherwise, those daily $25 statement credit winners will be calling customer service to ask why they were given the money.


With promotions, never underestimate the power of a good prize. And as Zero Mostel said, “When you got it flaunt it! Flaunt it!


Source: B2C_Business



Wells Fargo’s Got It. It Just Needs to Flaunt It!