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Elevating Content with Semi-Colons

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In content marketing, the most common use of the colon is to introduce a bullet-pointed list, and, back in July, this Say It For You blog discussed this and two other ways writers can make use of the colon, including in two-part titles and to set the stage for dramatic reveals or punch lines.Today’s focus in on the semi-colon….

In the “Unsung Punctuation” section of Writer’s Digest, Ryan Van Cleave comes out “in support of the semicolon”. Which is “stronger than a comma, but less final than a period, offering a middle ground that creates balance and nuance.”. The semi-colon, he claims can:

  • connect ideas
  • untangle complexity
  • elevate your prose

But “mastering the balance” isn’t all that easy, Van Cleave cautions; the key is to use the semi-colon only when clauses are closely related in meaning. Don’t force the issue, but use the semi-colon sparingly to preserve its effectiveness, he advises. “Overuse can make writing feel formal or stilted.” Important to remember is that semicolons don’t pair with conjunction like “and” or “but”.

But, wait! Aren’t blog posts supposed to be easy to read and informal in tone? Do content marketers need to go back to high school English class?  Perhaps. According to author Joanne Adams, pay attention to proper spelling and grammar, and “people who read your writing will know, without a sliver of doubt, that you are somebody who really knows their $h*t”. Point of fact, Laura Mondragon writes, the semicolon does a job no other punctuation can do, and is often more “polite” than a period or exclamation point. “I got your email; I haven’t finished the project yet.” gets the point across simply and effectively.

 

I like Caitlin Berve‘s example of the way content “flow” is enhanced with a semi-colon: “He not only worries he will never return to the castle in the mist; he worries he won’t even remember the palace exists.” Yes, the clauses before and after the semi-color could be separate sentences, but a period would take away from the way the two halves fit together, she explains.

At Say It For You, while we aim for different levels of content readability depending on the target audience for each client’s business or professional practice, we believe that using proper grammar and punctuation, without “dumbing down” the material, shows respect for readers’ intellect – and for their time.

And, if the semi-colon can help “elevate” our content by connecting ideas and untangling complexity, bring it on!

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Don’t Be Like Flynn or Like a Sore Thumb

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No one likes being around someone who “drinks like a fish” and “sweats like a pig”, Richard Lederer observes in a humor piece reprinted in my Mensa Bulletin. “Avoid cliché’s like the plague,” is Lederer’s tongue-in-cheek advice to content writers. One of the ironies of language is that vivid comparisons become clichés precisely because they express an idea so well, the author admits.  Later, though, these “like” phrases become hackneyed and lifeless, turning your calls to action and reader engagement into big “yawns”. In another book I found, Powerful Writing Skills, author Richard Anderson agrees with Lederer that one sure-fire way to bore readers is using clichés, which he feels numb readers’ senses.

As content writers at Say It For You, we know we must be constantly on the prowl for words and expressions that help online readers feel a connection with our clients’ businesses and professional practices. And sometimes, a familiar comparison can help readers understand the latest development in the field, or better comprehend the benefit of a product or service being offered. “Snowclones”, a form of cliché mentioned in The Book of Random Oddities, can be used to reinforce the benefits of an activity (“Knitting is the new yoga.”).

“Like” clichés provide sardonic and funny answers to the question “compared to what?”, and that question is one it’s crucial for content writers to address. That’s particularly true in citing numbers. Real numbers dispel false impressions people have about an industry and can be used to demonstrate the extent of a problem before you set about showing how you help solve that problem. However, numbers, when used in content marketing, tend to be tricky business. For every statistic about the company or about one of its products or services, even with the addition of comparisons, content writers must be careful to address every reader’s unspoken question – So, is that good for me (compared to what I am doing or using now)?

Comparison represents just one of many tools we content writers can use to get the point across, making the word “like” just about unavoidable “Like is a preposition you can’t refuse in our language,” Lederer observes.  But,  the author warns, use that word with caution. After all, you wouldn’t want your content to go over “like a lead balloon”!

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Clarity Before Content: Why Trying to Talk to Everyone Hurts Your Message

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“Trying to reach everyone means you reach no one.”

It’s a phrase we hear often in marketing circles, but most business owners nod politely and keep casting a wide net. They fear that choosing a niche means turning down opportunities. After all, if your services can help everyone, shouldn’t your message try to include them all?

As a strategic consultant and the creator of Define Your Light’s Roadmapping Sessions, I see this hesitation constantly. Clients come in with good intentions and great ideas, but they’re stuck in what I call the content fog — producing a mix of blogs, social posts, and website copy that sounds helpful… but doesn’t land.

Why? Because the message is diluted.
And usually, the root problem isn’t the marketing — it’s the lack of clarity.

I’ve Been There Myself

For a while, I wrote almost exclusively to parentpreneurs. I thought that was my niche – other business owners juggling growing companies while raising kids. And while I absolutely care about that segment (I’m one of them), I realized something important: the people who were actually hiring me weren’t choosing me because of our shared family dynamics.

They were choosing me because I brought calm to their chaos. Because I could translate their ideas into action. Because I made strategy feel personal.

The label didn’t matter. The clarity did.

Why Content Needs a Compass

That realization reshaped my business, my content, and it’s now at the heart of the Roadmapping process I offer. I believe in Clarity Before Content — the idea that messaging only works when it’s grounded in a deep understanding of who you’re speaking to, what they need, and what you want to be known for.

One client, overwhelmed by a sea of possible audiences, told me:

“I feel like I can help everyone. I don’t want to box myself in.”

She wasn’t alone — it’s one of the most common things I hear.

So we slowed down and worked through a focused series of exercises designed to bring her audience into sharper view. Instead of staying stuck in vague generalities, she began to see patterns — the clients who energized her, the problems she solved with ease, and the places where her expertise created the biggest transformation.

Through this process, she realized she wasn’t narrowing — she was refining. Her message stopped trying to speak to everyone and started resonating with the right ones. And with that clarity, her content began working harder — not because she was producing more, but because every word had direction.

By the end, her messaging shifted from general to magnetic.
Her website, emails, and even how she described her work in conversation became clearer and more confident — not because she changed her offer, but because she finally knew who she was talking to.

The Truth About Niching

Niching isn’t about cutting people out — it’s about drawing the right people closer.
It’s how you stop chasing and start attracting.
When your content reflects true alignment, the impression not only lands — it lasts.

That’s the kind of clarity I love helping clients discover — whether it’s in a full Roadmapping Session or a more nimble Marketing Sprint. These focused sessions are all about cutting through the noise, finding the message that truly resonates, and shaping content that connects with the right people.

That’s what clarity creates.
Not just better strategy, but deeper connection.
With your work.
With your audience.
And with the business you’re building on purpose.


Today’s guest post was contributed by friend and fellow networker Erin Jernigan, business & nonprofit strategy consultant,  at Define Your Light. 215 804 6870   www.DefineYourLight.com.

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Proving Readers Right

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A “History Facts” piece I came across yesterday made me aware that the word “Pennsylvania” is written with a missing “n” on the Liberty Bell!  Prepared for yet another “gotcha!” – type article, I was pleasantly surprised when the authors explained that the “mis-spelling” was not a typo at all. In fact,  back in the 18th century, “Pensylvania” was a legitimate spelling of the colony’s name.

At Say It For You, we’ve often touted myth-busting as a tactic content writers can use to grab online visitors’ attention. At the same time, we caution, it would be a tactical mistake to prove readers wrong. As writers, we want to showcase our business owner and professional practitioner clients’ expertise without “showing up” their readers’ lack of it!

The golden rule in content marketing, corporate travel advisor  Qahir Chipepo agrees, is to create fans first, then introduce your solution. Educate, entertain, and inspire is what you want to do, he says. 

So true… Business blogs are wonderful tools around facts, and that’s why we writers can use content as a way to not only dispense information, but to address misinformation. At the same time, when we aggressively refute existing opinions or beliefs – or “dis” the competition, we risk alienating our clients’ audiences, turning our content into a “turn-off”. 

Every industry, every profession has its myths, ideas that sound true but simply aren’t.  Content marketing is actually the perfect vehicle for defusing false news, correcting misunderstandings, and protecting readers from word traps. Presenting the actual facts and statistics in your content is meant to have the same effect as the windshield defogger on your car. Once the mist is cleared off the glass, you reason, readers will see for themselves what’s out there – they won’t need to be either told or sold!

Realistically, though, our clients’ competitors represent viable alternatives for their prospects and customers, and readers will resist being “made wrong” for having checked out what the competition has to offer. That means that, rather than starting with what “they” are “doing wrong”, the content  should emphasize the way “WE” believe it’s best to deliver value.

Prove readers right, knowing that, armed with the facts, they will make the right decision every time!

 

 

 

 

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No-No Expressions in Content Marketing

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Earlier this week, our Say It For You blog highlighted some very good tips Bruce Sanders offers in Financial Advisor Magazine to financial advisors about staying in touch with their clients. As a content marketing, I particularly appreciated Sanders’ advice concerning specific expressions advisors would do well to avoid in their communications.  “You might say something you consider witty or simply plain speaking, but your client might take it the wrong way”, he warns…

1.   You’re meeting with a client and the phone rings. You say “I can ignore that call”. Your intention was to show that the person in front of you is most important and that this meeting should not be interrupted. The client, Sanders cautions, might wonder if their call might get the same “brush-off” treatment when they need to talk to you.

2.   A client has learned that they cannot do something they wanted to do, either because of technology or other changes in policy. If you say “It’s firm policy”, that’s a turn-off – your client feels you should be arguing their case. See this from the client’s perspective. Show that you understand their frustration. Then show how the change will benefit the client in the long run, Sanders advises.

3.   “I want all your money”. Don’t offer an “all or nothing” scenario in which prospects must sever relationships with other vendors or professionals as a condition of dealing with you, Sanders warns.

“Powerful customer service phrases can help you improve client interactions by instilling trust, touchpoint.com explains. “Is there anything else I can assist you with?” shows that a service representative is eager to go above and beyond to ensure the customer’s satisfaction. If concerns arise, saying “Thanks for bringing this to our attention!”, or “I apologize for the inconvenience” can help maintain trust..

For content marketers, this advice applies to negative comments that readers sometimes make about a business, using social media. When those customer complaints and concerns are recognized and dealt with “in front of other people” (i.e. in the content available to all readers), it gives the “apology” more weight.  “Letting the client tell his/her story,” gives the owner or practitioner the chance to offer useful information to other readers and to explain any changes in policy that resulted from the situation. But, even when there haven’t been negative comments or outright complaints, we must engage readers and show them we understand the dilemmas they’re facing, going right to the heart of any fears or concerns they might have.

Getting everything “out on the table”, thereby building trust? Why, that may be one of the most valuable functions of content marketing!

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