Category: writing better

subheadings, titles, writing, writing advice, writing better, writing well, writing with clarity

5 Ways to Hook Readers With Your Subheadings

1. Move from the general to the specific. As one whiskey maker put it, “Don’t be vague — ask for Haig.”

Example: Scenarios for Changing Trusts
Revised: How to Divide Trust Assets Fairly

Another way to clarify your subheadings (and improve SEO) is to use questions people ask from Google’s Instant or Answer box or Answer the Public.

Example: When Should You Decant a Trust?

Several subheadings in a long article can form a table of contents.

2. Keep count – In a study of 100 million article headlines by digital marketing experts BuzzSumo, the top two most engaging headlines began with a number.

Example: 7 Ways NOT to Win an Argument

Numbers in headings can also help your SEO. For instance, many top-ranked pages have numbers in the titles and subheadings. They’re timeless attention-getters in ads and on magazine covers.

3. Add benefits – Think of subheadings as part of the content that helps promote your piece throughout. Feature a different benefit in each subsection.

Example: Sharpening Your Subheads to Build Engagement

4. Get active – Through action verbs and persuasive wording, subheads can lead into a call-to-action.

Example: “Listen to music ad-free and offline, free until December 6, 2022. Cancel anytime.” (Spotify)

5. Use moderation – Explain, but not too much. Leave some mystery with simplicity.

Example: How Sears Keeps its Promise

 

Interested in repurposing or re-posting your existing content? Consider a makeover to help increase impressions.

BOOST YOUR ENGAGEMENT

 

How have you used subheadings effectively? Feel free to comment further below.

Quotes

“Subheadings are like signposts for your readers.” ~ Cinden Lester

“Write subheads that reveal, rather than conceal, your contents.” ~ Ann Wylie, Wylie Communications

Comments? Suggestions? Need help with your communications? Contact me.

writing advice, writing better

5 Ways to Write Transitions Well

1. For flow – As the Little, Brown Handbook suggests, if a series of sentences lack a clear connection in-between, write transitions to link your sentences and paragraphs together.

2. In comparisons – When you compare two similar things or ideas, sometimes a transitional word or phrase can help readers understand the connection between them.

Example: “Onions are root vegetables, as are carrots.”
Revised: “Like onions, carrots are a root vegetable.”

3. To contrast – If you’re describing two different things or ideas, a transition can ease your explanation.

Example: “Carnivores eat meat only. Herbivores follow a plant-based diet.”
Revised: “Carnivores eat meat only, but herbivores follow a plant-based diet.”

4. To explain – Transitions can help you define and clarify a concept.

Example: “A sandwich contains a filler placed between two slices of bread. Popular sandwiches include bologna, peanut butter and jelly, or tuna.”
Revised: “A sandwich contains a filler placed between two slices of bread. For example, peanut butter and jelly is a popular sandwich filler.”

5. To summarize or end gracefully – A transitional word or phrase shows readers they’re near the conclusion of your piece.

Example: “All in all, a cross-country trip can open your eyes to the world around you.”

 

Need help making your writing easier to understand? Contact me for advice.

How well do you use transitions in your writing? Feel free to comment further below.

Quotes

“Transitions are critically important. I want the reader to turn the page without thinking she’s turning the page. It must flow seamlessly.” ~ Janet Evanovich

“If we encounter ‘thus,’ ‘therefore,’ ‘consequently,’ and the like, we know that the next statement should follow logically from whatever has already been presented. If we see ‘nevertheless,’ ‘still,’ ‘all the same’ or the like, we must be prepared for a statement that reverses direction.” ~ Bonnie J.F. Meyer, Ph.D., Professor of Educational Psychology, Penn State

Comments? Suggestions? Need help with your communications? Contact me.

writing advice, writing better

5 Steps to Personalized Content Made Easy

Personalized content feels like it was written just for your reader — because it was. Whether it’s a blog, an email, or a headline, these five steps help you craft copy that starts a conversation.

1. Speak to your reader – When you share your experiences, the pronoun “I” helps you connect with your audience.

But in marketing, the age-old, yet effective advice still holds: focus on your reader. Write less about yourself and more about their challenges. Use “you,” “your,” and sometimes “me” (from their perspective) to make the message more personal. Don’t just name them — speak to them

Example: Tell Me More About 24/7 Financial Planning

2. Write naturally – Unless you’re writing to others in your industry, resist any urges to lapse into jargon or pompous-sounding “big” words. Formal writing has its place. But stiff sentences and buzzword soup? Readers tune out fast.

Two older women, dressed in white shirts and wearing glasses, share a moment of connection as they read a greeting card together. The card evokes the essence of personalized content, fostering a sense of closeness and shared experience.

Read your writing aloud or use a voice-to-text app to capture a more natural tone. Make your reader feel like they’re talking to a friend or a client they trust, without losing them in a corporate memo.

Example: Berkshire Hathaway 2024 letter to shareholders

Warren Buffett’s annual letters to Berkshire Hathaway shareholders are famous for their authentic, down-to-earth tone, free of dry financial jargon. He explains investing concepts like he’s chatting with a friend over coffee.

"This letter comes to you as part of Berkshire’s annual report. As a public company, we are required to periodically tell you many specific facts and figures.

'Report,' however, implies a greater responsibility. In addition to the mandated data, we believe we owe you additional commentary about what you own and how we think. Our goal is to communicate with you in a manner that we would wish you to use if our positions were reversed – that is, if you were Berkshire’s CEO while I and my family were passive investors, trusting you with our savings."

It contrasts sharply with one from former energy company Enron, written in 2000: 

"Our retail energy business achieved its highest level ever of total contract value. Our newest business, broadband services, significantly accelerated transaction activity, and our oldest business, the interstate pipelines, registered increased earnings…"

The jargon and references to Enron’s complex monetary structures later contributed to challenges in understanding the company’s true financial health.

3. Show your personality – When appropriate, whether your tone is witty, warm, or no-nonsense, let it shine. After all, you are your brand. You don’t have to give too much information, but sharing your stance can help your business or organization stand out.

Example:

❌ Welcome to our blog, where we share industry insights.
✅ Let’s discuss what works (and what doesn’t work) in content marketing.

4. Hyper-personalize smartly – Customize content and SEO strategies based on users’ behavior to boost engagement and rankings.

Examples:

  • SEO: Use location-based keywords (e.g., Best financial planners in [Your City]) to attract local searches and the right audience.
  • Website copy: Personalize homepage headlines based on users’ past interactions. Show returning visitors tailored headlines based on their prior browsing behavior. Highlight products they viewed or content categories they engaged with.
  • Emails: Add dynamic content, like product recommendations based on purchase history or past clicks.

5. Be yourself – Swipe files, AI, or templates can save time and inspire you. Use your unique words, examples, and experiences, which are more distinct and personal, to keep your audience tuned in.

Example:

❌ Dear Valued Customer, here’s our weekly update.
✅ Hey [First Name], our comfy hand-knit sweaters are just your size!

Real personalized content marketing goes beyond a “first name” basis. It’s in the details that say, “I see you,” the reference only they’d get, or the phrasing that sounds like them — because you did your homework to make it feel that way.

What does personalized content look like to you? Feel free to comment below.

Learn how to create content that connects with clients who value and respect you and your business

get YOUR checklist — START creatING content that reaches the right clients

Quotes

“Actually talk to your customers. Use the language that they use. Talk about the things they talk about. Never feed salad to a lion.” ~ Jay Acunzo

“If you can take your personality and inject it into the message you share, you’ll be one step ahead in the content marketing game.” ~ Jason Miller

building trust, web copywriting, writing advice, writing better, writing in plain english, writing more clearly, writing professionalism, writing well, writing with clarity

5 Steps to Trustworthy Website Content

1. Double-check – According to the Nielsen Norman Group (NNG), a trustworthy website has error-free copy. “Fuzzy” facts and spelling, punctuation, and grammatical mistakes can make your business or organization look sloppy.

2. Transparency – Upfront disclosure — giving patrons information they need — helps increase the chances of a sale. This can include listing prices and any taxes or shipping fees or a return policy. You don’t need to go into great detail, but offer enough information to satisfy people’s curiosity.

3. Thoroughness – Like the NNG study, a report by Huff Industrial Marketing, KoMarketing, & BuyerZone reveals visitors want more details about a company or organization. Contact, product, or service info, and an “about” page with team bios can help. Research reports, news releases, and client lists or testimonials may also add to your credibility. Show your full range of products or services to appeal to as many people as possible.

4. Go jargon-free – The Huff study also states that website copy should be free of terms that appeal only to others in your industry (unless they’re your target market). It should be clear and easy to understand.

5. Stay up-to-date – Both studies suggest that trustworthy website copy should be current. Old content can make your business or organization look “out of touch,” like you don’t care enough to update it.

What do you think about building trust through your website? Feel free to comment below.

Need to improve your web pages to increase trustworthiness? Contact me.

Quotes

“What we now consider a ‘quality’ website design looks very different from a reputable website of the past, but what influences the perception of quality has not changed and will not change in the future.” – Aurora Harley, Nielsen Norman Group, “Trustworthiness in Web Design: 4 Credibility Factors”

“State what your company offers — and the challenges you solve — in jargon-free language.” ~ Huff Industrial Marketing, KoMarketing, & BuyerZone, “2015 B2B Web Usability Report”

Comments? Suggestions? Need help with your communications? Contact me.

writing advice, writing better

5 Ways to Find the Right Words

1. “Google” it – Search for terms similar to the one you’re looking for. The right words may appear like magic in the page summaries.

2. Try a thesaurus or a dictionary – Thesaurus.com and its cousins can come to the rescue in a pinch. One of my favorite hacks is to type “define:” into Google and the word I’m looking for to get synonyms (for example, “define:help”).

3. Search Google apps – If you’re struggling to choose between two words, to see which ones people search for the most, go to Google Trends. (Thanks, Nonprofit Marketing Guide.) Google Ads’ Keyword Planner can also lead you to popular SEO keywords.

4. Use filler – While you search for the right words, jotting down whatever comes to mind can help you find them later. These filler words maintain the flow of your writing.

Follow the lead of one of the best songwriting teams in history, Lennon and McCartney. While George Harrison struggled to finish the lyrics to “Something,” Beatles bandmate John Lennon suggested that George say whatever came into his head each time.

For example, to complete the line “Something in the way she moves / attracts me like…,” John added the word “cauliflower.” George eventually arrived at the perfect phrase to end the lyric: “…no other lover.”

5. Get moving – Sometimes activities like washing dishes, sweeping the floor, or taking a shower, which let our minds wander, can help release the right word.

How do you find the “write” words? Feel free to comment below.

Struggling to find the proper phrases for your newsletters, blog posts, and other content? Contact me.

Quotes

“One day I will find the right words and they will be simple.” ~ Jack Kerouac

“The right word may be effective, but no word was ever as effective as a rightly timed pause.” ~ Mark Twain

Comments? Suggestions? Need help with your communications? Contact me.