Click Media Works

If you want your writing to be effective, ditch the passive voice

Passive language (the passive voice) is often easy to forget; it just doesn’t stand out. Instead, put a little action into your writing and use the active voice.

When you employ the active voice, your writing becomes more direct, relevant, and interesting, which increases the likelihood your audience will read and absorb your entire message because (1.) they feel as though they are participating and (2.) active writing typically uses fewer words.

Here's a very simple example of the passive vs. active voice:

The ball was hit by Steven. (passive)
Steven hit the ball. (active)

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Have questions or comments? Write to us.

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Copyright © 2010 Click Media Works. All rights reserved.

2010 Fraser Valley Cultural Diversity Awards honours nominees, award recipients

Rick Rake, our resident media relations specialist here at Click Media Works, participated again this year as one of the judges for the Fraser Valley Cultural Diversity Awards.

The nominees and award recipients were honoured Friday night (March 5, 2010) with ceremonies and international buffet dinner at the Ramada Plaza and Conference Centre.

Here are the results as Rick posted them to Facebook:

Abbotsford Deputy Chief Constable Rick Lucy is Champion of Diversity. He received a standing ovation.

 

Other recipients included

*  Inclusiveness: Abbotsford School of Integrated Arts

*  Outreach: Ministry of Children and Family Dev

*  Marketing: City of Abbotsford

*  Innovative Initiative: The Reach Gallery Museum

*  Reflective Workforce: SUCCESS, Fraser Valley SEP

 

Great opportunity for community engagement.

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Have questions or comments? Write to us.

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Copyright © 2010 Click Media Works. All rights reserved.

So, how do you write to persuade and move your target audience to action?

You start by first finding out what's important to your audience and then using those important things to make your audience the centre of attention.

Everything you write should be about your reader, not about you.

For example, if you provide a yard clean-up and maintenance service to home owners, you'd focus on the things that are important to them: more free time or being the envy of the neighbourhood are two possibilities.

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Have questions or comments? We'd love to hear them.

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Copyright © 2010 Click Media Works. All rights reserved.

You want writing that persuades and moves your target audience to action. Right?

If you want to persuade and move your target audience to take action, give them truthful, useful information about the products or services you offer. The more truths you include in your marketing material, the better—for everyone.

That's why, before we start any writing project, we use our Effective Copy Questionnaire to dig for information from you (our client) about your products and services, industry, and competition, not to mention your target market.

After all, you don’t want a bunch of puffed-up meaningless words and expressions that will simply fill up space on a page. They won’t persuade your reader to take that next step because they’re hollow…they don’t inform and don’t connect.

Instead, you want words and phrases that are jam-packed with value. You want words that are meaningful and compelling.

You want WOW!

When you complete the tasks and answer the questions in our free Effective Copy Questionnaire, you’ll help us gather the information we need to write persuasive, fact-filled copy that sings! (Can you hear it yet?)

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Copyright © 2010 Click Media Works. All rights reserved.

Canadian, British, or U.S. spellings in the English language

Karen Bond has put together a great resource for writers of English at her website, Karen's Linguistics Issues. She's identified several words that take different spellings when written for Canadian, British, or U.S. audiences. I haven't yet checked it for accuracy, but will in short order. In the meantime, enjoy!

Content really is critical to marketing

I know it. Content is critical. I'd even go as far as to repeat the oft cited, "content is king." And as much as I know it, I'm also aware that it's really easy to lose sight of content's importance.

So does Joe Pulizzi of Junta42, which is why he's taped this credo of sorts above his desk for easy reference: 30 Content Marketing Truths for 2010.

I agree with most of his points, especially numbers 9, 20, and 30.

There are two, however, I'd re-write. Numbers 12 and 17 should, in my humble opinion, read:

12.  That a media release isn't meant to be picked up by the press alone; instead, it should help customers find your great content on the web, whether by way of the web or through traditional media such as newspapers, magazines, radio, etc.

17.  That the marketing brochure is just one very small component of an effective strategic marketing plan.

Give the article a read and let me know if you agree—or not.

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Copyright © 2009 Click Media Works. All rights reserved.

When the little things aren't quite right, you just might appear less credible, professional

I was reading a promotional piece about a consultant, written by a self-proclaimed marketing expert. In that piece, reference was made to when the consultant past his exams and received his credentials. Clearly the writer meant passed, but neither he nor the consultant caught the error. And it's unlikely either knows how unprofessional it makes each of them appear.

Ouch.

There are so many words and phrases in the English language that, when used improperly, can make you look silly. The words your and you're, for instance, sound the same but have completely different meanings. If you use them incorrectly in your writing, you'll appear sloppy or worse—unintelligent.

Here's how to use them properly:

You're is a contraction for you are. The apostrophe is taking the place of the letter a and its preceding space. If you cannot replace you're with you are, then you have chosen the wrong word.

Your is a possessive pronoun. Or, more simply, it is a word that shows ownership or possession. For example, "That is your hat"; "Take off your hat"; and "Is that hat yours?" all show possession (ownership)—the person owns (possesses) the hat.

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Copyright © 2009 Click Media Works. All rights reserved.

 

Writing not the only way to deliver a message or share information

Writing is important; in fact, it's the cornerstone of effective communication.

 

But, it's not the only way to deliver a message, share information, or express emotion. Throughout history, people have used song and dance to tell stories, give lessons, share feelings, and entertain. Just ask Click Media Work's media relations specialist Rick Rake...

 

Business in Black 2010 engagements at Hospice Black and White, Abbotsford Police Ball

 

The Business in Black dance troupe (choreographed by Mary Boonstra) opened the spectacular Abbotsford Business Excellence Awards night (sponsored by the Abbotsford News and Abbotsford Chamber of Commerce) at Tradex on Nov. 18 and is preparing to appear at the Abbotsford Hospice Society Black and White Ball - A Classic Affair - on Feb. 6 at the Ramada Plaza and Conference Centre ballroom. Tickets are $110 each (call 604-852-2456). Funds directly benefit Abbotsford families through bereavement and palliative support services of the Abbotsford Hospice Society. A portion of the night's proceeds will be donated to Canuck Place Children's Hospice in Abbotsford.

 

The Business in Black dance troupe, comprised of 14 community leaders, began its weekly rehearsals in October for this year's appearances. This is the fifth year the dance team has entertained Abbotsford audiences. After the Hospice fundraiser, the troupe's next stop is the Abbotsford Police Ball in May.

 

Fever, Taking Care of Business, and Everybody Dance Now are the featured numbers, with Abbotsford Mayor George Peary getting a little special attention from his female Business in Black admirers.

 Photo Credit: John Morrow

Pictured above are (front row, left to right) Joanne Field, School District 34; Christine Demorest, Wilway Lumber; Mayor George Peary, City of Abbotsford; Mary Boonstra, Abbotsford Police Dept.; Cindy Schafer, School District 34; (second row, left to right) Rick Rake, Click Media Works; Suzanne Primus, Fitness Edge; Rick Lucy, Abbotsford Police Dept.;Jennifer Parkin; Joel Primus, ISOS Productions; (top row, left to right)Kim Hissink, Best Western Regency Inn; Milt Walker, Kinghaven Peardonville House Society;  Steve Oldroyd, Abbotsford Fire Service; and Suzanne Greening, The Reach Gallery Museum.

 

The dancers don't get paid. They do it because they truly enjoy offering light-hearted entertainment in the community.

 

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Copyright © 2009 Click Media Works. All rights reserved.

Amid a selection of worthy nominees, BrainFood Group is the recipient of the Abbotsford Home Based Business Excellence Award

Amid a selection of worthy nominees, BrainFood Group is the recipient of the Abbotsford Home Based Business Excellence Award.

 

Click Media Works made its debut as sponsor of the award this year after Rick Rake of Click marked his 14th year on the Abbotsford Chamber of Commerce Business Excellence Committee chaired by Allan Asaph.

 

Rake also participated for his fifth year with the 14-member Business in Black dance troupe choreographed by Mary Boonstra.

 

Making the presentation to BrainFood Group entrepreneur and nutrition expert Tim Egerdeen, was Click Media Works' founder and owner, Kathleen Rake. The awards night was attended by 450 people and was held at Tradex for the first time since its inception in 1995. Entertainment was also provided by musical comedian Johnny Bagpipes.

 

BrainFood Group markets premium grade health products created from organic and all-natural ingredients.
Egerdeen began his business in 2005 and now sells across Canada.

 

The BrainFood Group companies sell organic teas, award-winning nuts coated with natural sweetness, and trail and gourmet baking mixes. The newest addition is the kettle corn, including Purple Crow Caramel Corn, organic maple, and savoury flavours.

 

Also nominated for the home-based business excellence award were:

• Blinds by Design
• Clayburn Comforts Soap & Body Works
• Crafty Creations by Irene
• Driving Miss Daisy Senior Services
• Edith Ann Hair Studio
• Joyful Celebrations
• Desneige Memory Castings

The nine Abbotsford Business Excellence recipients honoured on Nov. 18 were:

Customer Service Excellence
Sponsored by Firstbase Services Ltd.
BMO Bank of Montreal Abbotsford Branch

Social Responsibility
Sponsored by Baker Newby LLP, Lawyers
Abbotsford Hospice Society

Producer Excellence
Sponsored by TD Bank Financial Group
Pacific Coast Fruit Products Ltd.

Home Based Business Excellence
Sponsored by Click Media Works
BrainFood Group

Business Leader Award
Sponsored by Tradex
Dave Holmberg

Eric Vanderham Young Entrepreneur of the Year
Sponsored by The Three Rotary Clubs of Abbotsford
Ross Webb

Retailer of the Year
Sponsored by Prospera Credit Union
Reaction Fly & Tackle

New Business of the Year
Sponsored by KPMG
Relevention Marketing Inc.

Established Business of the Year
Sponsored by The Abbotsford News
Toews Music & Sewing

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Copyright © 2009 Click Media Works. All rights reserved.

If your company markets products or services to groups of people, read this

Do you try to sell a service or product to a particular group of people? Well, of course you do. If you didn't, you wouldn't be operating your business, would you?

I guess then, logically, the next questions are: Do you market to these groups effectively? Do they really want what you're selling? How do you know?

If you sell stuff, read this great piece at copyblogger.com titled, "What My Five-Year-Old Son Taught Me About Marketing," by Johnny B. Truant. You'll be glad you did.

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Copyright © 2009 Click Media Works. All rights reserved.