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Small Business Marketing Expert Fingers Writing Foibles on National...

Mind your p's and q's, write to be understood, and while you're at it check your commas, apostrophes and semicolons, advises small business marketing authority Roberta Guise, who unveiled her "Seven Deadly Sins of Writing" to coincide with National Punctuation Day on August 22.



"The prevalence of these mistakes is epidemic," bemoans Guise, principal of Guise Marketing & PR, a San Francisco marketing coaching and consulting firm. "Even though prospective buyers scan ads and Web sites for content that resonates with them, they pick up on sloppy writing because it's hard to decipher. Bottom line, bad writing loses the business."



According to Guise, who advises small business owners on how to effectively market their company, the seven deadly sins of writing commonly found in brochures, advertising, fliers, Web sites and other marketing promotions - and how to fix them - are:



1. Use industry jargon.

The fix: Use language any adult will understand.



2. Don't use the word "you."

The fix: Use the word "you." It engages the reader, and will give them the sense that you're having a conversation.



3. Write exclusively about your company.

The fix: Tell the reader how they'll be better off, because of the value you offer.



4. Use sexist language by always using "he" and "his" as generic terms.

The fix: Use "he or she," or the plural "they," and you'll stop perpetuating stereotypes.



5. Forget to use a catchy headline.

The fix: Draw readers in with a sharp, snappy headline, letting them quickly scan for the most important information and "get" what you're offering.



6. Don't tell the reader what to do after reading.

The fix: Tell readers what you want them to do next, such as to register for a seminar, or call for a free consultation.



7. Ignore punctuation and typos

The fix: Go to www.nationalpunctuationday.com where Jeff Rubin of Put-It-In-Writing newsletter service in Pinole, Calif., offers punctuation guidelines that will make your writing sparkle and impress your prospects.



"If small business owners start paying attention to their writing and punctuation instead of assuming 'no-one reads these days,' their marketing return-on-investment stands a good chance of soaring," Guise adds.



The full text of the "Seven Deadly Sins of Writing" article is available at http://www.guisemarketing.com



Roberta Guise, MBA, helps small business owners and professionals gain a distinctive marketing edge and be extraordinarily visible. Her clients get more customers and bigger profits through her coaching and consulting. For more information, contact Guise at 415-979-0611.

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