When an Ellipsis Is – and Isn’t – an Excuse for the Entire Quote

/0 Comments/in , /by

ellipses
The ellipsis (consisting of three dots) may be the punctuation mark least used by blog content writers, but it certainly has an important function, showing that words are missing from a text, as Tony Rossiter explains in Effective Business Writing in Easy Steps.

For blog content writers, using an ellipsis can help avoid having the reader’s thought process being distracted from the point you want to make through using a quote. A series of three dots can be placed at the beginning, in the middle, or at the end of a sentence or clause, standing in for sections of text that do not change the overall meaning. You’re quoting someone in order to make or reinforce a point, and you want to use only those words that help you make that point.

Ellipses, literarydevices.net points out, are also common in filmmaking, where the parts and scenes that are of no significance to the plot or character development are simply left out. In fact, this entire ellipsis discussion harks back to my Say It For You teachings about focus in blog posts and “the Power of One”. If your copy tells too many irrelevant stories, you will lose your prospects’ attention and interest. Each post can have a razor-sharp focus on just one story, one idea, one aspect of your business.

Incorporating a quote (from an expert in your field or from a historic figure) can certainly help reinforce that one idea on which you’ve chose to focus that day’s blog post. But you don’t necessarily want to use the entire quote, when the idea can be conveyed by using only a certain part of it, and that’s where the ellipsis punctuation mark can become useful. “To cite means to quote someone, or someone’s work, as a authoritative source to support an argument,” the editors of The Book of Random Oddities explain. But the fact is, people read blogs to get information and we, as content providers need to provide that information with honesty and respect towards the original creators of any materials we use to support the points we want to make.

That’s precisely why what isn’t “cricket”, as Mignon Fogarty of Grammar Girl.com reminds writers, is using ellipses to change the meaning of a quotation. Don’t be lazy, she admonishes, allowing “the sweet lure of ellipses to muddle your ability to write a complete sentence”.

Blog posts that demonstrate a high degree of expertise backed by solid research, plus a very high degree of focus, have a good chance of gaining reader respect. For maintaining focus and brevity while bringing in outside expertise, those three little ellipsis dots can pack a might punch!

Facebooktwitterredditlinkedintumblrmail

Blog Content Writing is Our Knowledge Test

/0 Comments/in , /by

Up until a year and a half ago, I had been unaware that, in order to become a certified taxi operator in London, drivers must study up for what is considered to be the world’s most challenging exam, involving detailed recall of tens of thousands of streets, along with the locations of clubs, hospitals, hotels, parks, theaters, schools, restaurants, government buildings and churches. The “10 Things About Britain” article in Mental Floss Magazine was making the point that “Cabbies are smarter than Google Maps.”

At the time, I remember reflecting that online visitors searching for a product or a service typically have no idea what it takes for you as a business owner or professional practitioner to do what you do until you make them aware through your blog content.  Without your blog, those readers won’t realize how much effort went into acquiring all the expertise you’re now offering to use for their benefit.

In today’s click-it-yourself, do-it-yourself world, I observed, your blog content needs to demonstrate to online searchers that, in your field, you are smarter than Google Maps, or eHow, or Wikipedia.  What’s more, your corporate blogging for business must make clear, you’re a lot more caring of your customers!

Now, more than a year later, I’ve come upon another article about the “Knowledge Schools” where the cabbies train,  usually for four years or more. Author Barclay Bram was interested in “why, in the age of Uber and Google Maps, people would still put themselves through this process, and what it’s like to do so.” In fact, Bram points out, the Knowledge has been getting harder, as new railways stations, hotels, and restaurants are being built.

As a blog content writer and trainer at Say It For You, the most interesting fact I gleaned from the Bram article is this: Researchers have used MRI scans to show that the hippocampus of people who pass the Knowledge grows by more than 25%! “Retired black cabbies have one of the lowest rates of Alzheimer’s on Earth!” Yes, there is an infinite amount of knowledge which exists apart from us in a device, Bram muses, but shouldn’t we value having knowledge we have earned and which has become inextricably a part of us?

When you blog, you verbalize the positive aspects of your business in a way that people can understand. You put your recent accomplishments down in words. You review the benefits of your products and services and keep them fresh in your mind. In other words, you are constantly providing yourself with training about how to talk effectively about your business.

For bloggers, content writing is like preparing for our own knowledge test!

Facebooktwitterredditlinkedintumblrmail

Can “Blog-folding” Increase Engagement?

/0 Comments/in , , /by


Proteins designed by humans competing at solving “foldit” puzzles turned out better than those from a design algorithm, it was found in studies chronicled in AARP Bulletin.

What does “foldit” involve? Foldit is a citizen science puzzler game. Since proteins are part of so many diseases, they can also be part of the cure. Players can experience intellectual challenges and have fun, while helping predict which new proteins might help prevent or treat important diseases such as HIV / AIDS, cancer, and Alzheimer’s. The term “foldit” comes from the fact that proteins are born as long-chain molecules, but then bunch up, or “fold” into complicated shapes.

Should we blog content writers be taking a lesson from the fact that the involving the brain power of people resulted in better outcomes than those produced by computer algorithms? If there is, it’s about engagement.

The term “engagement” describes how involved and “tuned in” readers are. Marketer Jason Amunwa thinks so: “At the end of the day, engagement is thinking less about ‘increasing traffic and instead learning how to do more with the traffic you already have!” he writes.

Indicators that readers are “engaging” with the content (in addition to converting to buyers) include reading all the way to the bottom of the post, subscribing to the blog, sharing the content on social media, and commenting.

Foldit.com puzzlers have a powerful stake in the outcomes of their “games” (Who wouldn’t want to help prevent cancer and Altzheimers?) When it comes to blogs designed to develop buyers of products and services, it pays to remember that blog readers tend to be curious creatures.  What’s more, that curiosity factor is highest when readers are learning about themselves.  I’ve found that “self-tests” tend to engage readers and help them relate in a more personal way to the information presented in a marketing blog.

Readers, whether they are new clients, repeat customers, other companies’ clients, or potential clients, are always thinking: “So what?  So what’s in it for me?” Posing qualitative survey questions (questions that can’t be answered with a simple “yes” or “no”) in a blog post can help engage the reader through interaction. Reader engagement also results from an “I never knew that!” response to content that compares the way things were and the way they are today. What’s more, “folding” can consist of photos, graphs, clip art, and videos, all of which tend to boost reader engagement and response.

Facebooktwitterredditlinkedintumblrmail

Blog Content Parhelions

/0 Comments/in , , /by

parhelions in blogs
Earlier this week, we devoted a Say It For You blog post to a term from the field of psychology (Just Noticeable Difference); today’s post explores a term from meteorology…

You might say a “sun dog”, or parhelion, as it is known in meteorology, is an atmospheric optical illusion. The phenomenon consists of bright spots, or halos, that appear at one or both sides of the sun, when ice crystals in the atmosphere refract sunlight.

While as blog content writers, we’re hardly aiming for illusion, optical or otherwise, the work we do presents a number of important parallels with the parhelion effect:

  1. If you ask the question, most business owners and professional practitioners will tell you they have more than one target audience for their products and services. What can be done with a blog is to offer different kinds of information and advice in different blog posts. Just as the parhelions showcase, rather than obliterate the sun, blogging allows coming at the same topic in different ways, still highlighting the central message.

  2. Just as parhelions showcase, rather than distract from the central figure of the sun, doing so through a visual phenomenon, engaging blog posts need visual elements to enhance and showcase the the information, advice, and “slant” of the written content.
  3. Different consumers are going to process our content in different ways. In order to make clear that this business or professional practice has chosen to carry on in a certain way, but that there were other options, the “parhelion effect” can highlight the business owner’s or professional’s “slant” through contrasting that approach with other views.

  4. The parhelion effect can be achieved in groups of blog posts, not only within one article. Readers are different, with different “rules” and needs. We blog content writers need to keep on telling the story in its infinite variations, knowing that, to a certain extent, the blog content readers who end up as clients and customers action have self-selected.
  5. Sentence length can create a parhelion effect. Writers can weave in short sentences with longer ones. Surrounding one “naked” (extremely short) sentence between two longer ones creates, to create a parhelion-like contrast.

By varying the format, the images, the opinions, the sentence length, images and sentence length, writers can create blog content parhelions!

Facebooktwitterredditlinkedintumblrmail

Blog to Become the JND

/0 Comments/in /by

blog marketing

It’s a term from the field of psychology, but the concept is one to which we blog content writers can certainly relate. The JND (just noticeable difference) is the minimum level of stimulation that is needed for a person to detect it, at least 50 percent of the time. For example, if you were asked to hold two objects of different weights, the just noticeable difference would be the minimum weight difference between the two that you could sense half of the time. The just noticeable difference applies to a wide variety of senses including touch, taste, smell, hearing, and sight, explains Kendra Cherry in verywellmind.com. If an experimenter were to slowly add tiny amounts of sand to one of your hands, asking you to say when you notice that one hand feels heavier than the other, that would reveal your JND.

“It’s best to think about who your prospective leads are online and what they might want to read, before sitting down to write a blog post,” Campaign Creators advise. The JND will be the precise point will online readers notice that their needs are being addressed and that the information you’re offering is relevant to their search. According to Internet Live Stats, there are around 5.5 billion Google searches per day or more than 63,000 search queries per second. With such an ocean of material available on the internet on every conceivable topic, at what point will your prospect undergo that minimum level of stimulation need to command her attention?

Always on the alert for ways to convey marketing messages through corporate blog content writing, I couldn’t help recalling Jeffrey Hayzlett’s advice in Success Magazine about grabbing the attention of would-be customers: “Aim for speed and immediate relevance”. There can be no “relevance”, blog content writers need to understand, until and unless the reader experiences JND.

To help that process, I teach Indianapolis blog writers to address five “why’s”:

  1. why YOU (the reader)
  2. why ME (the blogger)
  3. why THIS (the offer)
  4. why now (the urgency)
  5. why this price (the value).

Blog to help the Just Noticeable Different happen!

Facebooktwitterredditlinkedintumblrmail