dianedipiero.com Blog

Writing comes naturally to some. To others, it is a completely unnatural and uncomfortable process. The majority of business professionals out there fall somewhere in between. They consider themselves decent writers but find it a challenge to continually locate the right words and tone for their releases, newsletters, white papers and so on.

Here are 4 tips that can help experienced and novice writers alike build their skills and their confidence:

1. Scrutinize everything you write. It doesn’t matter if it’s an email or a birthday card, take your time with what you’re writing, and reread what you’ve created at least twice. Get a sense of what works and what doesn’t, and think about ways to improve. Should the content be more descriptive? Less wordy? Do you need a refresher course in some grammatical rules? Are you taking up several sentences to say the same thing, just in different ways? But don’t make it all negative. Focus on what’s good about your writing, too. Do you turn a nice phrase? Is your tone professional yet approachable? Do you feel that others will get a crystal-clear image of what your trying to say? The more you analyze your writing, the more aware you’ll be of your writing strengths and weaknesses. Then, you can capitalize on the former while minimizing the latter.

2. Read the content of others. Look at your competitors’ website and blog; reread emails sent to you by colleagues; dig out that industry newsletter from last month. Note words, phrases, sentences, paragraphs and whole articles that are well written and make an impact. Does your writing have that same power? It’s not that you want to copy someone else’s writing style; instead, you want to recognize good solid business writing and find ways to enhance your own

3. Read your writing out loud. This is a really good tool that even accomplished writers use. When you read aloud, you get a better feel for the tone of the piece. You’re also likely to catch errors like this: She is is a good friend.

4. Trust yourself. As a skilled professional, you are an authority in your field. Write with authority (but don’t be preachy), and others will admire and respect your prose.

NOTE: For more information on writing and editing for small business owners and entrepreneurs, please visit

Readers love bulleted items. Why?

• Bullets break up copy, allowing readers to enjoy short, to-the-point details
• With bulleted items, readers can easily grasp main ideas of a website (not to mention newsletters, blog posts, e-mail blasts, etc.).
• Bullets are like flashing arrows alerting readers to pertinent information within a written work
• Finally, bullets allow readers to “cheat”: If they don’t have time to peruse an entire website, they can cut to the bulleted items to find key concepts.

Of course, you noticed this blog post makes use of bulleted items. Now give them a try on your website.

I was honored to lead a workshop at the 18th Annual Western Reserve Spring Writers Conference at Lakeland Community College in Kirtland, Ohio. Joining me were some fantastic writers of both books and articles.

My topic was “Editing Your Own Writing.” I had a lot of fun sharing ideas about how to make your work more powerful and more enjoyable for your readers. To view the PowerPoint presentation, please visit file://localhost/Users/dianedipierorodio/Documents/editingyourownwork.htm.

Lakeland holds spring (half-day) and fall (full-day) writers conferences each year. For more information, click here http://www.lakelandcc.edu/communitylearning.

I had a fiction writing teacher in college who used to talk about an old song with the verse, “Don’t tell me you love me, show me you love me.” This was his way of explaining to the class that it was far more effective to vividly describe scenes in a story rather than just talk about them in a matter-of-fact way.

What does this have to do with content for a company website? It’s not like you’re going to create a fictional story about someone who offers great service at a great price. But you can be descriptive about what it is your company does and what sets it apart from the rest.

Take, for example, the two paragraphs below. Which one paints a clearer picture of the company?

1.) Acme Lighting is a well respected industry leader with more than 20 years of experience. We serve seven counties, and our customers rely on us for quality, timeliness and fair prices.

2.) We’ve got bright ideas at Acme Lighting. That’s why folks from as nearby as Cleveland and as far away as Medina have been illuminated by our products and services for more than 20 years. Whether it’s a temporary light display for a sold-out concert at a community park or a lighting design solution for an exciting new company, Acme Lighting has bright ideas at a reasonable price.

The second paragraph gives you visual images of the areas that Acme Lighting serves and the types of projects the company might handle.

It’s not just about fun adjectives or catchy phrases. Telling your company’s story means providing information to readers that helps them see, feel, hear what you do and to clearly understand why you’re the one they should contact for their next project.

Please visit the link below to see my small business profile about Susan Mikolic on coolcleveland.com:

http://coolcleveland.com/index.php?n=Main.CleBizGuardianAngel

I’ve just learned that Diana Hyland (the woman in whose name Miracles Happen: An Event for Recurrent Breast Research was created) died earlier this week. Please keep her in your prayers.

The event is still on, and it is even more important that extensive research be conducted regarding recurrent breast cancer. Please see the post below to learn about the event and how you can help. Thanks.

Please allow this blog to set aside writing for a moment in order to promote an upcoming event in Shaker Heights, Ohio. Read the following press release for information about the event and how you can help:

FOR IMMEDIATE RELEASE

“Miracles Happen” benefit to raise funds for Recurrent Breast Cancer
Research fund started in honor of cancer patient Diana Hyland of Shaker Heights

Cleveland, Ohio; October 23, 2008 – Miracles Happen, a new benefit to raise funds for recurrent breast cancer research, will be held Saturday, November 8 at Shaker Heights Country Club, 3300 Courtland Boulevard in Shaker Heights, Ohio.

The Diana Hyland Miracle Fund has been established with the mission to advance research for recurrent breast cancer — focusing on new theories, trials and treatments aimed at managing the cancer and extending lives. University Hospitals Ireland Cancer Center is focused on becoming a leader in recurrent breast cancer research. Ongoing research will ensure that Ireland’s physicians and scientists can continue to develop tomorrow’s innovative therapies.

Ned Hyland of Shaker Heights, said, “We have created this fund and benefit in honor of my wife, Diana, who, after recovering from her first bout with breast cancer 10 years ago, is again battling the devastating disease. Our two children, along with our many friends and relatives, have been very supportive throughout Diana’s illness, however, we feel the need to do more. Our goal this year is to raise $1 million to partially establish an Endowed Chair in Metastatic Breast Cancer Research for Dr. Paula Silverman.”

Diana’s doctor, Paula Silverman, M.D., Associate Professor of Medicine and Medical Director, Breast Cancer Program and Ambulatory Services, Ireland Cancer Center, University Hospitals Case Medical Center, will make brief remarks at the benefit.

Beginning at 7:30 p.m., the night of celebration includes dancing, a silent auction and a gourmet menu designed by: Michael Symon, Iron Chef America and Owner of Lola and Lolita; Paul Minnillo, Owner of Baricelli Inn; and Michael Klocinksi, Head Chef at Shaker Heights Country Club. This will be the first of many events aimed at spreading awareness and raising funds for this critical research at University Hospitals.

Some of the latest statistics and facts state:
ß In 2008, approximately 40,480 women will die from breast cancer in the U.S.
ß Breast cancer is the second leading cause of cancer death in women, exceeded only by lung cancer.
ß New research will potentially give hope to hundreds of thousands of women that are affected by this disease.

Tickets are $125 per person. Sponsorships are also available. Cocktail attire is suggested. For tickets or more information, contact Kate Werner at 440-995-4229 or visit www.dianahylandmiraclefund.org.

MEDIA CONTACT: Mary Patton; Phone: 216-321-6746; E-mail: pattonpr@sbcglobal.net

I have been looking at a lot of sites lately dedicated to Youngstown. I am pleased with the pride that all of these people have for their community.

I grew up in Y-town, and even though I left, I carry my small town, working class, ethnic and religious pride with me wherever I go. My family visits Youngstown about once a month. I have to say, in a good way, that there is no place like it in the world. Every time we visit my parents’ church, everyone knows us, kisses our kids, makes us feel as though we live down the street. It’s hard to find that sense of community these days!

Please visit this link to find something truly unique about the Y-town area:
http://shoutyoungstown.blogspot.com/2008/07/return-of-baby-doll-dance.html#links

You’ll see video from the annual Mount Carmel Festival in Lowellville (down the hill, literally, from my parents’ house). There is a very unusual ritual called the Baby Doll Dance. If I try to describe it to you, you won’t believe me. But it’s incredible. There is definitely a story there waiting to be written! I hope to take my family to see it next summer.

Although I’m not in Youngstown anymore, I am very committed to singing its praises and helping in anyway I can with its revitalization.

In fact, I’ve had this crazy idea lately: What if you could create a public relations campaign that would tout Y-town for its small community, sense of pride, friendly neighbors, strong faith, etc.? Aren’t a lot of people hungry for this stuff? It would take some pioneers to settle in from elsewhere and keep the flavor going, but I think it could work. Am I crazy?

Please check out the stories I’ve written for coolcleveland.com on E City Cleveland and Hey Butler:

http://www.coolcleveland.com/index.php?n=Main.EcitysEntrepreneursOfTheFuture
http://www.coolcleveland.com/index.php?n=Main.TheButlerDidItInNortheastOhio

Hooray for entrepreneurs and small business in Northeast Ohio!

(I have been meaning to write this for awhile, so please forgive that it’s not so timely.)

I was trying to figure out why Tim Russert’s death so greatly affected me. Honestly, I was not a devoted fan of “Meet the Press.” Sunday is typically not a TV day for me, and usually it would be about ten minutes before the program ended when I would say, “Oh, I should watch ‘Meet the Press.’”

I knew about Russert’s affection for his dad and his son, and his love for the Buffalo Bills. I also knew he graduated from John Carroll University. From what I saw of him on TV, he seemed like an affable guy with whom you could share a beer or two while learning a lot about politics.

Following his death, I found myself scanning the Internet, reading newspaper articles and watching TV segments that talked about Russert’s life. I was obsessed, as those around me would agree. What I couldn’t get enough of were the accounts of Russert’s religious fervor, his unwavering love for his roots and his indefatigable commitment to his craft.

Delving further into those aspects of his life made me realize how much I had in common with this man, and how I still had a ways to go before I could match his strengths.

Keeping your faith while broadening your horizons is not easy to do, as many will tell you. The thing that has inspired me about Russert is that his faith actually seemed to move him into new territories and protected him from the snares that can so easily trap people. That faith is what took him from Buffalo to Washington but kept his heart in his hometown.

So this partially Catholic-school reared girl from Youngstown, who spent a decade in New York City only to return fairly close to her roots, is inspired to keep broadening her horizons and reaching for the gold. And now I will try to remember to take my faith along with me.