PROOF IT! Don't Make the Mistake of Making a Mistake

Avoid embarrassment: Proofread your work.

A person who shall remain nameless sent a letter of application for an editorial job at Princeton University's Institute for Advanced Study. The salutation was appropriately followed by a colon. The body was indented. The sentences were finished off with periods. In closing, the hapless applicant noted: "Based on the description of the job, I feel I would be an asset to the Institute of Advanced Studies."

Do you see what happened there? Well, for one thing, that person did not get the job. Hapless Applicant made the simple but fatal mistake of not reading over the letter before sending it. Getting the name of the person or place to whom you are writing is rule number one. By the way, it's Institute for Advanced Study.  And how mortifying to be sloppy when communicating with a place that is sure to catch every error. I'm sure eyes were rolled and thick glasses pushed up on noses in derision. Don't be the source of the derision.  

Always, always proofread your work before you send it out.  Even when you do review what you write, be aware that the mind has a way of blinding you to errors that you yourself have created. They're called grammatical blindspots. No matter how many times you may read it over, you're still liable to miss a misplaced comma, a dangling participle, or--heaven forbid--a split infinitive.

I recently edited a series of letters for a person who was applying for a very prestigious position in government. He held an advanced degree and an advanced grasp of the English language. He knew what he wanted to say and he set it down on paper. When I read each letter the first time, I noted a few minor typographical errors and a use of tense that really could have been left alone.  But the thing I feel I was most helpful with was the flow of the letter. He had a very compelling statement to make, but the letter didn't read as compelling. By switching around some sentences and shortening several, I was able to craft a revision that was punchier, more direct, and presented clearly what he intended to say. The tone of the letter didn't change, but the overall impact did.

By adhering to basic grammar rules and re-reading your work, your letters and written documents will become more effective tools. Don't make the mistake of making a mistake.

TIP: Read letters out loud. Pay attention to how it sounds.

TIP: When writing a document of several pages, leave two double spaces between paragraphs. This physical distance will help with an awareness of the flow of the piece ---> Is that paragraph actually in the right place?

Feel free to shoot me any questions you have about something you're working on. I'd be happy to help you get it right.

Best Wishes,

Kellyann Zuzulo

E-Newsletters are the New Handshake

E-mail marketing is the number one overlooked means of customer engagement, according to Jane Friedman, former publisher and editorial director of Writer's Digest magazine and industry authority on emerging forms of publishing.

What does that mean for you?  It means...if you're not sending emails to your customers on a regular basis (monthly is good; no more than weekly), you're missing the chance to build and maintain your business.

Blackberries, iPhones, Droid phones, and mobile web. Most people hold their inboxes in their hands.  And when you appear in those inboxes, it's a virtual handshake.  You're given an instant of an eye flicker as they browse their mail. Make it good.

Anyone can send an email.  Make sure that the message you give to your customers shows that you're smart, savvy and friendly.  That's why they'll keep coming back to you.  That's why they'll forward your email to their friends. 

TIP

The email subject line should announce

your name or current special offering.

Tease and draw them in.  You want them to open that email. 

Stay tuned for more tips....

~Best Wishes,

Kellyann Zuzulo

Don't Wait for People to Find Your Website~ Send an e-Newsletter Today




Happy customers are customers who feel connected
to the restaurants, shops & businesses they visit.
Get connected today!

 Word of mouth is good, but direct contact is even better.  One of the most important marketing actions any business can take is to collect email addresses from your customers.

By giving you their address, your customers are giving you permission to contact them.

Don't let that golden opportunity slip away.

Contact your customers today!

Mystical Publishing will help you reach out directly to each customer.

Kellyann Zuzulo, a former journalist and public relations professional, will design a custom e-newsletter for your business and deliver it to each of your collected email addresses every month. 

Check out the Packages & Pricing page to find the service that suits your business.  Your customers are waiting to hear from you.