How to Use Latin Abbreviations

etc. = and so forth "et cetera"
et al. = and other people "et alii"
i.e. = that is "id est"
e.g. = for example "exempli gratia"
ibid. = in the same place "ibidem"
op. cit. = in the work cited "opere citato"

Latin abbreviations are italicized and use periods as shown. If they are in the middle of a sentence, they have a comma before and after, e.g., this sentence.

The Right Way to Use Statistics

Speaking of sources, if you used a statistic, you need to provide your audience with additional information including where the statistic came from. You should be wary of statistics that seem to appear out of nowhere.

· A poor example: The ten largest cities in the U.S. comprised 54% of the total U.S. population.
· A good example: According to the United States Census Bureau, in 2000, the ten largest cities in the U.S. comprised 54% of the total U.S. population.

In the second example, your audience knows exactly where the statistic comes from (if they don't believe your statistic, they can go and check themselves) and it comes from a reputable source (the U.S. Census Bureau).

This information is from http://owl.english.purdue.edu/owl/resource/672/02/. Visit the OWL website for more information on writing.

Write to Get Read

Many entrepreneurs spend time and money to produce communications that aren’t read or acted upon. Here are some tips to motivate customers to read what you write.

1.     Focus on what they get when they work with you or buy your products and services. For example, I provide writing and editing services. So do many other people. But when someone works with me, they get customer communications and information products to grow their contact list, showcase their expertise, and increase their income. That’s what I want them to focus on in everything I communicate.

2.     Your USP and VAP statements are features, not benefits. State your USP or VAP and ask “so what?” The “so what” is the benefit. The “so what” is what people gain by hiring you or buying what you offer.

3.     Show people that you can solve their problems. In fiction writing, the rule is “Show, don’t tell.” It applies to business communications, too. Don’t tell people who you can save them money on their taxes. Show them. For example, “When you work with me, we will go over your tax returns for the past five years to find out if you have any overlooked exemptions or deductions. Then we will prepare a tax-savings plan for you going forward, so you never again pay too much in taxes.” That’s showing.

Do Periods Go Inside Quotes?

In the United States, periods and commas go inside quotation marks--unless you are asking reader to input data. Then, the period or comma goes inside the quotation mark ONLY if you want it input with the rest of the information. Examples:

Most fairy tales start with the words, "Once upon a time."

Input "xyz330". Means the period is not to be input.

Input "xyz330." Means to input the period.

Grammar Tips: Write It Right!

I teach grammar and punctuation workshops, and one mistake that really bugs me is the misuse of "then" for "than." Do not use "then" when comparing two things. Here's the correct use:

"Than" is used to show comparisons: John is taller than I (am). My fees are more cost effective than the fees charged by my competitors.

"Then" is used to show passage of time; it usually comes with "and": I did this and then I did that. John took me to the movies and then to dinner.

Resources for help with grammar and punctuation!

How Do You Create Compelling Copy?

When copy is compelling, it persuades readers to take action. That's the goal of customer communications--get the customer to buy the product or service. How do you make copy compelling?

Appeal to the reader's self-interest. We all know about WIIFM--what's in it for me--from the reader's perspective. This requires you to get inside the reader. What is his/her pain? What does the reader gain from your product or service that alleviates that pain? This is a negative approach.

For example, aspirin relieves headaches and takes away pain. It also is used for heart health--a gain,  positive. If you focus only on the pain, you only compel people with a headache. If you focus on both pain and gain, you compel a much larger audience.

Compelling copy gives readers both relief from some pain they are suffering and a gain that they want. Don't just take away the stick; make sure you also give them the carrot!

Each generation has communication preferences, so learning how to communicate with each will improve the results you get from your written documents. Here are some quick tips to help you choose the right words for each generation. See more at The Successful Professional by Patricia Haddock