Go ahead; judge books by their covers!

News

Please enjoy the following news notes and advice or opinion articles about communications media in the modern world.

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    Go ahead; judge books by their covers!

    Never judge a book by its cover?  Nonsense!  There is little reason to follow that advice. A book’s cover tells us many things.  The first is whether the collection of words, sentences, paragraphs, pages and chapters is professionally done.  This is surmised at a fairly quick glance, within a few seconds. Then a chain of visual examinations takes place.  Every bookseller wants to pass them with the highest score possible.  A better cover equals more sales.

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    What’s in a name?

    Shakespeare wrote, “…a rose by any other name would smell as sweet.”  Maybe so, but a poorly titled business, product or service would not “sell” nearly as sweetly as one with a name that embedded itself with great meaning and emotion into the minds of prospective customers.

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    Prepare for spotlight while in shadows

    Learn from my pain. It is said that people fear public speaking more than death. If true, they must be refusing to take the latter seriously. But an appointment to stand in front of a crowd is no joke, even if you’re a comedian–especially if you’re a comedian. And changes in audience size seem incapable of altering the effect. A gallery of few eyes can bring the speaker as much terror as a packed auditorium.

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    Write right because *nobody is gonna talk good* anyway

    You know what “OMG!” means, if you are communicating in the modern world.  I use that abbreviation here to express the feeling I have toward the widespread misuse of our language’s words and phrases. Of course, English—especially American English—is quite flexible and regularly shifts mistakes into the “proper use” column.  It does take time for such migrations, however.

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    Beware of calls to flood the internet

    Stop. Think. Act. Follow this simple course when jumping into the social media realm and spreading your word via Facebook, Twitter, YouTube, etc. Rather than falling prey to the demands of many “experts,” think of these social sites as another tool, much like a telephone or typewriter.  Yes, a typewriter.  Read more before you judge. 

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    Words: the sharpest tools for business pros

    I once read a statement by someone who had to write an essay. It said, “I know all the words I want to use; I just need to decide what order to put them in.” It made me cringe. It made me chuckle. Writers and editors will find humor there. Of course, we all know the words we need. If not, our vocabulary is insufficient.

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    Reference only the known

    If you create an advertisement that centers around a reference, be sure it is recognizable to a sizable portion of your target audience. I know. That seems so simple. There should be no need to write it. There are expensive examples where such a basic idea is ignored, however. 

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    Free publicity has a price

    How to write a news release: You probably have heard the old saying, “Advertising costs money, but publicity is free.” That runs counter to the older saying, “There’s no such thing as a free lunch.” You can get the word out about your product or service without having to buy newspaper space, broadcast air time or text in an online publication. The fee, however, is your precious time and energy.

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    Good marketing sense is uncommon

    Forget what you know.  Not all of it.   Just don’t apply common sense to marketing.  It fails. Billions of dollars are squandered every year in the United States because people are using logic where it is inappropriate.   Most people in management are very comfortable using common sense to design an advertising approach and campaign.   They don’t even mind failing, as long as their actions seem somewhat ordinary.

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