You may not worry about it so much when you’re texting a friend about getting together after work. Consider this example, though:

You leave a voicemail message for a potential client you’d like to meet for lunch. Said person replies with a text message. You receive the message while you’re at your son’s baseball game, and though you want to reply immediately, you know you are distracted by the game.

My suggestion here: Take your time! Don’t be so excited to type a reply and hit “send” that you completely forget to make sure what you’ve composed reads well. In such instances, it’s far better to remove yourself from a distracting situation and take a few extra minutes to compose a well-crafted text message.

Realize that if you were meeting this potential client in person, you wouldn’t want to start the conversation with, “I’ll be so glad to meet your. Please sut down.”

Sounds extreme, but you get the idea. No professional text is that important that it can’t be thoroughly proofread. Even if you’re simply typing, “How about 12:30 Tuesday?” you can make mistakes. Be sure what you’ve typed is correct, and you’ll be off to a good start with a potential client or anyone else you’re trying to impress.

P.S. Be sure to reserve common texting abbreviations (LOL, IMAO, etc.) for casual texting only!

I didn’t have to end the headline with an adverb. It would have been very easy to rework the headline: Carefully Choose Your Words. That sounds a little stiff, doesn’t it? Well then, how about this: Choose Your Words With Care.

The point is that more than one way exists to write a good sentence. Writing as we speak is one very common way of doing this. Consider, though, that we have become extremely lax in our writing over the last several years. It’s perfectly acceptable to have a casual style that appeals to a large group of readers; the problem occurs when we get a little too comfortable and throw style, grammar and punctuation out the window.

When we talk about something really exciting or deeply meaning to us, we tend to ramble, but we don’t need to do that when we write. Typing on a keyboard gives us a chance to calm ourselves and gather together the key thoughts we want to express. No need to jabber on or use incorrect style or grammar. Take a deep breath, compose your thoughts and then carefully transfer them to the page or computer screen.

But don’t, under any circumstances, “transfer them to the page or computer screen carefully.”

http://news.yahoo.com/s/yblog_localcle/20110208/ts_yblog_localcle/is-clevelands-answer-to-innovation-blowing-in-the-wind

In other words, life intervenes. And even though writing is a huge part of any writer’s life, it can (and should) take a backseat to family matters and other important obligations.

What happens, then, when one day you realize you haven’t done any writing for several months? Do you throw in the towel and decide you’re never gong to write again? No, you shake off the cobwebs and get right back at it. Which is what I’m doing today.

It has been months — many, many months — since I’ve posted on this blog. I have been meaning to do it; I’ve even mentally written out several posts that I had intended to officially add here. Ask me now what those posts were, and I’d have to honestly say I don’t have a clue. Life got in the way, and writing this blog took a backseat.

The challenge becomes: How do I make this blog a real part of my life again? Do I have the time and the discipline to post here as often as I’d like? Hopefully, yes. Truthfully, I know that deadlines and mini catastrophes will sometimes keep me from meeting my goal. But I’m determined to do my best.

That’s all you can ask of yourself: to do your best. When it comes to writing, your best might be writing an engaging press release or an informative company newsletter. It might be as simple as sending out five or six emails to clients or colleagues this week. Whatever writing is in your near future, don’t fret! Writing, like riding a bike or swimming, comes back to you rather naturally once you get going. Just pull out the keyboard or grab a pen and paper and jot down what you’ve been meaning to write. Don’t worry if it’s not perfect the first time you try. Shake off the cobwebs and keep at it, and before you know it, you’ll be writing up a storm.

Which is what I hope to be doing from now on as well.

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

But don’t.

A home page is a teaser if you will. It gives the reader just enough information to know about a company without giving away the store. It entices them to click to other areas of the site to gather even more information. It is not a time to babble.

What does a good opening page of a website have?

1.) Contact information
2.) A brief summary of a company’s services
3.) An invitation to learn more

That’s it? That’s it!

Think of it this way: You’re at a networking event, and someone you just met asks you to describe your company. Rather than go into exhaustive detail, you provide a brief, but descriptive, look at the business. You want to offer more than, “We sell gizmos,” of course. What kind of gizmos? Why are they such good gizmos? Have your gizmos received any awards or gained national or international recognition? You want to offer the key details that will leave your new acquaintance wanting to know more or–better yet–wanting to do business with you!

Now imagine that conversation while you’re writing the opening page of your website. Keep it short, but not too short. Read and reread what you’ve written, and ask yourself, “Am I telling just enough to get people really excited about my business? Do they need a little more detail? Am I throwing too much at them all at once, and perhaps should save some information for other sections?”

Finally, make sure you’ve got that contact info on the home page. Once they’ve read how great your company is, they’re going to want to contact you.

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.

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.

Website content must be engaging, sharp and convincing. The next several posts on this blog will offer sound advice on creating the best possible content on your business website.

PART ONE: BEGIN TO MAKE YOUR CASE WITH CASE STUDIES

The natural inclination would be to start the content for your site with your company’s home page. Before you do a lick of writing, though, you should ask yourself a few very basic but very important questions:

1.) What should people know about this business?
2.) What makes it special?
3.) How can I show them (not just tell them) that it’s special?

You know what you do and why you do it so well. But potential customers want to hear the experiences of existing customers to understand exactly how you have helped others. For this reason, case studies are quite possibly the most important element of your website content. That’s why you should consider writing case studies first, before anything else.

Case studies not only help potential customers, they also are invaluable to the small business owner. Seeing your work through your customers–how they perceive your capabilities, your actions and your interactions–allows you to understand what you mean to them and what you can mean to others.

ONE PROFESSIONAL’S PRAISE FOR CASE STUDIES
Andy Birol, owner of Birol Growth Consulting, is a big believer in case studies. “Case studies serve three wonderful purposes. First, they represent your work through the voice of the client,” he says. They can also lead to media interest or industry-related articles. Finally, Birol says, case studies illustrate “what you do and how you do it.”

A well-written case study, Birol adds, can be beneficial to your business, your clients and your prospects.

Birol frequently adds new case studies to his website, www.andybirol.com. In this way, he highlights a variety of individual client needs as well as his company’s customized solutions. Prospective clients can see that Birol’s approach to each project is tailored to specific company interests.

Case studies are different from testimonials, which are brief quotes from clients offering praise for a company’s assistance. Case studies are much more involved, because they describe the particular client, the client’s need, the solution offered by the company and the (positive) results. While a case study may start out with a problem, it always offers a resolution, which results in a “happy ending.”

CREATING CASE STUDIES
How can you get started with case studies for your site? Contact previous or existing customers and ask if they’d be willing to talk about how working with you solved a particular need. You or a professional writer can then interview the client. Be sure to ask these questions:

1.) What specific need was your company seeking to address?
2.) Why did you enlist the help of a professional in this area?
3.) Why did you choose this particular company?
4.) How did you and the company work toward creating solutions?
5.) What were the end results of the project?

More questions will certainly come up as you delve into the story, but these are the basics. Based on the information you receive, you can create an article of 500-600 words that is both enjoyable and informative. For a good example of a case study, go to www.andybirol.com/DisplayContent.aspx?MenuID=738.

Even if you only have one or two existing clients, case studies can be an effective tool in building your client base.

Once you see your business through a client’s eyes, you can then have a clearer idea of what you bring to the table. And that will help you to build the rest of the content on your website.

NEXT TIME: “About Us” Do’s and Don’ts