Lauren McMenemy

“While you can add alt-text to images, screen readers often find other design elements completely undetectable, so you’ve got to make sure your copy alone creates a great email experience.”

1

So, you want to be a writer? The first thing that you might consider doing is start to write regularly. The Organised Writer #writing #book #review https://lnkd.in/e5s7xpVR

1

Imagine being 8 or 9 years old and learning about "fronted adverbials". That's primary education in the UK. This heavy terminology doesn't feel fair, but I suppose it's a way of helping children recognise how to develop their creative writing. What they can add to make it more interesting. More engaging. So, what is a fronted adverbial? It's information at the beginning of a sentence to describe the action that follows. ➡️ At four o'clock this morning, I woke up to seagulls fighting. "At four o'clock this morning" is your fronted adverbial. It adds information to the main statement – "I woke up to seagulls fighting". The sentence makes sense without the fronted adverbial, but without it, we don't have the same sense of annoyance. Four o'clock is early for most of us! 📌 Fronted adverbials must contain an adverb. They fall into five categories. 🟠 Time Before sunrise, the LinkedIn trolls were wildly typing their imbecilic tripe. (Before sunrise tells us the time of day when this happens.) 🟠 Frequency Three times a week, I get trolled by some thick-witted moron. (Three times a week tells us how often this happens.) 🟠 Possibility Almost certainly, I'll finish the week with nine more aggressive attempts by an utter plonker challenging my content. (Almost certainly shows how likely this is to happen.) 🟠 Place Behind their keyboards, the LI trolls poise themselves for another pointless day of living. (Behind tells us where this thing happens.) 🟠 Manner Excitedly, I open up LI to marvel at the worthlessness of my latest troll and their fatuous life. (Excitedly shows how I'm feeling when I do the action.) 🤡 What do erotica writers and LI trolls have in common? 🤡 They both write stuff just to get a rise out of people. #proofreading #editing #ContentWriting #copywriting #kids

104

87 Comments

Do you struggle with grammar and punctuation? Hiring a professional copywriting, editing and proofreading agency ensures your communications are error free, engaging and compelling. If you think we can help, get in touch today for a free 15-minute discovery call to discuss your business needs or next project. 🌞✍️ #copywriting #editing #proofreading #communications #content

4

WHAT DO YOU DO WHEN YOU'RE STRUGGLING WITH PERFECTIONISM? My approach is to allow myself to write roughly first, then fine tune the piece during the editing process. I find once I get those first sentences down, even if they are rubbish, it helps build momentum and get into a writing flow. What approach do you prefer? #copywriting #copywriter #writing #contentcreator Then once I've dumped all my thoughts and ideas down on the page I can get to work in rearranging and finessing them.

1

2 Comments

I'm a firm believer in looking outside my industry for content inspiration, ideas and lessons. But I wasn't expecting to get quite so much from what I thought would just be a funny interview with comedian James Acaster. It was The Comedians Comedian podcast (link in the comments), which is funny but also quite a geeky unpicking of comedians' careers and processes. So here are four content-related takeaways from the interview: 🤣 Earlier in his career, Acaster was a support act, and he explained how he learned different things from the contrasting styles of each comedian he worked with. Content lesson: Learn from different writers and different types of content. Comedians, for example, can teach you a lot about pace and storytelling structure. 🤪 James Acaster has learned (the hard way) that adapting his material to the audience is important. What material will go down well with a room full of stag and hen parties is different from what will go down well with a room full of comedy connoisseurs. Content lesson: Understand who you are creating the content for. 😆 If you've seen James Acaster do stand-up, you may have noticed that he tends to wear slacks and a jumper. He confessed it's what he usually wears and feels comfortable in. The first time he wore slacks and a jumper to perform, he got a laugh as he walked on stage. He saw that as a win-win. A laugh without saying anything and getting to perform in comfortable clothes. Content lessons: There is only one you, so being authentic is a point of difference. Reflect that in your writing/content. And it's much easier being more yourself than trying to project a different persona. 🤭 When he started out, the tone of his response to heckles was often aggressive and broke the 'character' of his performance. Then, during one performance, someone shouted that he was 'a bit boring', and he ran with it. He purposefully added in boring details to the story he was telling. The audience spotted what he was doing and loved it. Content lesson: Learn and adapt and keep learning and adapting. Content marketing is something that evolves. Who is your favourite comedian?

12

14 Comments

I've ghostwritten many opinion pieces that have been published in The Drum. It's a top-tier pub, a sought after placement for marketing and advertising thought leaders. I've also worked on plenty of pieces The Drum passed on. Wanna know what separates the winners from the losers? STRONG POV! John McCarthy spells it out clearly in slide four: "Actually HAVE an opinion on the topic." Sounds like a no-brainer, but you'd be surprised how many thought leaders don't have an opinion, aren't comfortable sharing their opinion, or are looking to their comms team to tell them what their opinion is. None of that is thought leadership, btw, it's thought following. But that doesn't mean thought leaders always have fully-developed opinions. Usually, they don't! Developing an opinion and articulating it are parts of a larger storytelling process. Many (maybe most??) thought leaders work with ghostwriters, but the best thought leaders show up with ideas and that give their ghostwriters something to work with. Because while I can make something out of nothing, it's A LOT better if we collaborate to make something good into something great. Thank you for doing this, John McCarthy! It's a must-read👇 #thoughtleadership #adtech #martech #b2bmarketing #storytelling

4

Fellow writers - does this copy seem oddly phrased to you? Some of the word choices alienated me, and I don't think they reflect the audiences this copy is aimed at, unless the writer thinks it is impressive to choice unusual words and phrases that give that glow of hype and jargon? 1) 'new public realm' - What does this actually mean? It feels like a buzzword / trendy jargon phrase? Why not more simply 'new public spaces'? 2) 'city core' - I know what this means but I have never heard it or seen it written down before. Later in the copy they use the more natural 'city centre'. 'Heart of the city' would be a more commonly used phrase, but perhaps not as inclusive as it employs metaphor rather than being plain English. I advise people to use the terms that their audience and their users use, vocabulary that they are familiar with. You can of course employ novel language for impact, for instance to grab attention, shock someone into action, to make them pause. But in informative content you don't need that kind of novelty. You could remove the peculiar phrasing and make it plainer, warmer, more inclusive copy like this: 'New public spaces have already transformed the pedestrian journey between the station and the city centre, enticing visitors and commuters alike and creating an enhanced welcome to Coventry.' Alt text - the image reads: 'PUBLIC REALM New public realm has already transformed the pedestrian journey between the station and city core, enticing visitors and commuters alike into the city centre and creating an enhanced welcome to Coventry.'

3

3 Comments

Master Storyteller when it comes to other people, but tongue-tied when it comes to your own narrative? In the latest episode of The Soap Box, I chat with the fantastic Siobhan Strode about the power (and terror) of telling our own stories. We natter over: 📖 Why it's easier to be someone else's cheerleader 📖How sharing hidden stories can change the world 📖The responsibility that comes with privilege 📖3 tips for conquering your "my story isn't important" demons Whether you're a creative, a copywriter, a change-maker, or all three - this episode is for you. Turn up the volume on your own narrative and tune in now: https://buff.ly/3Y2k73t

6

1 Comment

I am completely and utterly fed up with AI. I have just had a client say that a piece of content I wrote flagged up as AI-generated when checked on Quillbot. It absolutely was not partially written or generated by AI. Not one single piece of it. This is a good client and someone I have worked with for around five years. I offered to rewrite the article and record my screen as I typed it because I wanted them to see what it takes to write a humane written article. It was run through Quillbot again and it flagged up as 43% AI-generated (or 57% human-written, depending on how you look at it!) As I was chatting to my client about it, I was playing around with my content in the checker. I was curious what these checkers look for. My content had: ⚠ Sentences that were well structured. ⚠Syntactic complexity where sentence constructions varied ⚠There was context ⚠No repetition Then I popped in two full stops in two sentences and it went from 43% to 0% in the blink of an eye. I am blown away and infuriated at the same time. This kind of thing could cost me my business. I don't use checkers after writing my copy because why should I? I don't trust checkers simply because of situations like this and when two full stops completely change the results, how can anyone trust it? The writing industry is extremely challenging at the moment. I am seeing fellow writers with solid reputations in situations where they are looking for full-time employment. Things have gone from extremely good to extremely bad overnight. That is not an exaggeration, it is the reality of where we are right now. Has anyone else experienced this with checkers or have any thoughts on what the many checkers bring to the table? I am extremely keen to hear the thoughts of others because we need to begin standing up against these tools. AI is coming to take our jobs and the checkers are forcing us to prove our worth - how is that right? #writing #freelancewriting #AIcheckers #AI #contentwriting #content #articlewriting #freelancers #freelancing #business

7,400

1,169 Comments

What is the metal/plastic tube fixed tightly on your shoelace tips called? It's an aglet. Introducing the Aglet Narrative Approach: Just like an aglet keeps the lace threads together, this method ensures every part of your book is tightly connected, making your #bookwriting work a cohesive unit. 🧶 Ensure that the themes or lessons of each chapter weave through the narrative seamlessly, much like the continuous thread of a shoelace. ↔️ Each chapter reflects on previous insights and sets the stage for what’s next, keeping readers engaged and making the narrative flow effortlessly. 📌 Like an aglet protects the lace ends, regularly reinforce the main themes through recurring motifs, or anecdotes that tie back to the central thesis. 🧵 Use visuals like charts and infographics to guide readers through your narrative, similar to how an aglet guides the lace through the eyelet. The Aglet Narrative Approach works best in #nonfiction where clarity is crucial. Pro tip: At the end of each chapter, include a succinct summary or key takeaway that reinforces the chapter’s main points. This serves as the 'aglet'. 🤝 Want to know more or thinking about writing a book yourself? Let’s connect! #BookWriting #NonFiction #Publishing #WritingTips #PersonalDevelopment

14

Book editors understand that written and oral communications are different. Naturally, people write the way they talk. But as you advance in the craft, you realise that written communication requires more attention than oral. When talking, you can readily correct yourself or rephrase a sentence to give your audience clarity. But when you write, there is little or no room for repetitions. Repetitions are considered redundant! They make your ideas look stuttering. Of course, you should express yourself in your book, but frequent expression of the same thing is a put off to readers. Readers want to progress from one issue/illustration to another within your work, and move on with their lives. 🙂 A book full of unnecessary repetitions sadly presents the writer as being bereft of ideas. And the moment your readers have that mindset about your works, it's not healthy for your brand. Well, bother less about that if you have a competent #bookeditor. ✌️✌️ That's what we operate out from your novels, and academic books. I made this comment on a book I edited for a client last week. That's my editorial tradition, to highlight and remove sentences which are merely recurrences of recently expressed thoughts. This makes every next sentence new and exciting! Let's work together on your book project. #proofreader #ChiefEditor DM 👉https://wa.link/52hku7 Goodlife Editorial Services

1

I've spent years growing my business with content. Here's how much I've published: (These are a few headline numbers) Wrote over 200 articles for Forbes Wrote over 300 blog posts for my site Commissioned over 2,000 articles from freelance writers Self-published 6 books 100s of articles and copywriting projects for clients If you want to grow your business with content...get your reps in. It's the best method for figuring out content formats that work for your business... and your audience. If you want to grow your business with content...don't give up after a few posts. Content strategy is a long-term play. (Despite what those using AI say.) Create one piece of content every day. Press publish. Make one offer every day. Ask for the sale. 𝗡𝗲𝗲𝗱 𝗵𝗲𝗹𝗽 𝘄𝗶𝘁𝗵 𝘆𝗼𝘂𝗿 𝗰𝗼𝗻𝘁𝗲𝗻𝘁 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝘆? 𝗗𝗠 𝘁𝗼 𝘀𝗲𝗲 𝗶𝗳 𝘄𝗲'𝗿𝗲 𝗮 𝗴𝗼𝗼𝗱 𝗳𝗶𝘁.

36

24 Comments

This headline has made millions over the years: ‘Do You Make These Mistakes in English?’ It was written by a copywriter called Max Sackheim to sell a mail order language course. The ad ran for forty years, which is extraordinary as it was constantly tested against – and beat – multiple variations. And, quite rightly, it's been ripped off constantly since. Just today, I saw an ad titled ‘Are You Making These Mistakes In Your Content Marketing?’ But apparently the first version of the original ad said this: ‘Do You Make Mistakes in English?’ And it didn’t work too well. It was too broad. The addition of one little word – ‘these’ – made sales soar. That’s because it captures people’s attention and makes them curious to find out more. What are these mistakes? Am I making them? Am I not making them? You need to know, so you read on. So, when you can – try and include ‘these’ or ‘this’ in your headlines and subject lines. It’s tricks like these – rather than talent – that produce profit-pulling copy. I know hundreds of ‘em. So, if you want results – drop me a line. *** Want to hear more from me? Stop in at one of my virtual pubs: Copywriters: Go to The Copy Arms, where I serve advice on writing copy and career building - bit.ly/thecopyarms Small business owners and solopreneurs: Join me in The Solopreneurs Arms, where you discover how to market yourself better and sell more - bit.ly/thesoloarms

18

8 Comments

3 Magic Words Freelancers Love to See in Their Reviews: "I highly recommend XX for your projects..." "I'll be working on more projects with XX...." "If I could give more than 5 stars, I would...." As freelancers, we've all been there - scrambling to get our first review, anxiously waiting for clients to leave feedback.. But what does it take to go from zero reviews to a portfolio full of glowing testimonials? How do we position ourselves for success and earn the accolades we deserve? Here's the thing: reviews are not just about validation; they're a testament to the value we bring to our clients. They're a reflection of our hard work, dedication, and commitment to excellence. So, how can you increase your chances of getting thoughtful, detailed reviews that showcase your expertise? Here are some tips: 1. Deliver exceptional work: This might seem obvious, but it's essential to exceed your clients' expectations. Go above and beyond to ensure they're satisfied with your work. 2. Communicate effectively: Keep your clients informed throughout the project. Respond promptly to their queries, and be transparent about your process. 3. Ask for feedback: Don't be afraid to ask your clients for feedback. This shows that you value their opinion and are committed to continuous improvement. 4. Make it easy for clients to leave reviews: Provide a simple, hassle-free way for clients to leave reviews. This could be through email, a survey, or a review platform. By following these tips, you'll be well on your way to attracting thoughtful, detailed reviews that showcase your expertise and help you stand out in a crowded market. With time and effort, you'll earn the reviews you deserve, and those three magic words will become a regular part of your testimonials. ♻️ Repost 👍🏻 Like How did you feel when you got your first review you delivered a project? let me know in the comments✨ #transcription #transcriptionservices #freelancingtips #business

3

10 (newsroom-tested) ways to expand your company's media coverage. Download my free guide. The guide is based on my 25 years' journalism experience, reporting for some of the world's most respected media organisations (national, international and trade titles.) PS: ➡ If you need additional help with your company's/clients' media planning and strategy, then DM me or email me: [email protected] If I think I can help, we can arrange a free introductory call. I've helped dozens of senior PR professionals and corporate communication executives find solutions to pressing problems, including: * Auditing their media strategy * Creating roadmaps to improve media coverage (helping reduce stress, hit performance targets and increase job satisfaction) * Train PR/media professionals in pitching stories, coming up with better story/media campaign ideas * Advising PR agencies on pitches for new business * Retainers * Reviewing and editing press releases and pitches to journalists (so that they give journalists something they want and need) 🙌 Praise from some of my former PR clients: - "Nick spoke about cyber security at an in-person event for our partners and clients. He made things interesting as well as easy to understand. Hiring Nick was a good way to add value for our clients." - "Having Nick as a sounding board and sanity check on story ideas and angles from concept to delivery was exceptionally useful. Added to that, his ability to then efficiently and effectively support with the writing of the resulting campaign content was brilliant." https://lnkd.in/eZN6tBAb

3

7 Ways To Find Stories To Pitch Editors. When I started as a freelance journalist four years ago, I had absolutely no contacts to give me tips for stories and no understanding of how to find them. I'm by no means a pro, but here are the things I do now to find stories (although I write within several niches, I'm going to choose social justice as my niche for the purposes of this post). 1. NETWORK!!! Individually email everyone you can think of that works in the space you hope to write about. Introduce yourself, give a few examples of work (if you have them), let them know what you are looking for, ask to get on their press release lists, and say that you'd love for them to get in touch if they have a story for you. I often follow up these emails with phone calls/zooms. Networking took up hours of my time at the start, but it paid off. I now have amazing working relationships with those in the charity sector. 2. Get specific. Once you have a very general topic you know you'd like to write about, email the organisations who can offer you case studies and let you know about any 'news' a story could be hooked on. Without those two (news and case studies), you might not get pick up from an editor, especially if they don't know you well. When I knew I wanted to find a story about poor accomodation for asylum seeking women, I emailed charities working with that group of women to ask what women were facing and if there were any women who would be willing to speak to me. 3. Follow the people/organisations that might tip you off to stories. When I open my social media feeds, I'm inundated with what is happening in the world of homelessness, asylum, prison, and motherhood because I have followed everyone who talks about these topics. Follow the accounts that are going to make you aware of the newest things happening. It could lead to a story. 4. Listen to what friends are talking about. This is especially true if you want to do lifestyle journalism. I often put out general requests to ask what people are thinking about to help get my own juices flowing. 5. Get familiar with the news. Editors love news hooks, so if you can be quick to formulate a pitch off the back of breaking news, it'll help you get the commission. 6. Read local publications. You can ask what is happening locally that is also happening nationally, and widen out the story for another publication. 7. Look for trending topics. I'm going to be honest, I'm not great at this one and would love to learn more. There must be a way to find out what videos on TikTok, and posts on Insta or LinkedIn, are trending. I'm not sure of how to do it, but I know people who it really works for. Send tips my way if you've cracked this one. There are defo others ways to find stories, but these are the ones I have found most helpful. But I'm very open to hearing your suggestions! #freelancing #journalism

6

It's Earth Day - brilliant - but I was thinking, 'well, that's not related to my copywriting business, so I won't do a LinkedIn post about it'. And then it struck me. Of course it's related to my and everyone else's businesses and employers, because this is where we work, this wonderful planet. The 2024 theme is reducing the production of plastics by 60% by the year 2040. Here's where you can find out more: https://lnkd.in/e5NqM4-X #EarthDay

3

1 Comment