[Copyblogger] The Inigo Montoya Guide to 27 Commonly Misused Words

The Inigo Montoya Guide to 27 Commonly Misused Words The Inigo Montoya Guide to 27 Commonly Misused Words You keep using that word. I do not think it means what you think it means. ~Inigo Montoya, The Princess Bride It may be inconceivable for you to misuse a word, but a quick look around the web reveals plenty of people doing it. And it's all too easy when we hear or see others use words incorrectly and parrot them without knowing it's wrong. We know by now that great copy and content often purposefully breaks the rules of grammar. It's only when you break the rules by mistake that you look dumb. So let's take a look at 27 commonly misused words. Some are common mistakes that can cost you when trying to keep a reader's attention. Others are more obscure and just interesting to know. Adverse / Averse Adverse means unfavorable. Averse means reluctant. Afterwards Afterwards is always wrong. It's afterward. Complement / Compliment I see this one all the time. Complement is something that adds to or supplements something else. Compliment is something nice someone says about you. Criteria Criteria is plural, and the singular form is criterion. If someone tells you they have only one criteria, you can quickly interject and offer that it be they get a clue. Farther / Further Farther is talking about a physical distance. "How much farther is Disney World, Daddy?" Further is talking about an extension of time or degree. "Take your business further by reading Copyblogger." Fewer / Less If you can count it, use fewer. If you can't, use less. "James has less incentive to do what I say." "Tony has fewer subscribers since he stopped blogging." Historic / Historical Historic means an important event. Historical means something that happened in the past. Hopefully This word is used incorrectly so much (including by me) it may be too late. But let's make you smarter anyway. The rule is you only use hopefully if you’re describing the way someone spoke, appeared, or acted. Smart: I hope she says yes. Wrong: Hopefully, she says yes. Wrong: Hopefully, the weather will be good.Smart: It is hoped that the weather cooperates. Smart: She eyed the engagement ring hopefully. Imply / Infer Imply means to suggest indirectly (you're sending a subtle message). To infer is to come to a conclusion based on information (you're interpreting a message). Insure / Ensure Insure is only correct when you call up Geico or State Farm for coverage. Ensure means to guarantee, and that's most often what you're trying to say, right? Irregardless Irregardless is not a word. Use regardless or irrespective. Literally "I'm literally starving to death." No, odds are, you're not. Literally means exactly what you say is accurate, no metaphors or analogies. Everything else is figurative (relative, a figure of speech). Premier / Premiere Premier is the first and best in status or importance, or a prime minister. Premiere is the opening night of Star Wars 8: George Wants More Money. Principal / Principle Principal when used as a noun means the top dog; as an adjective, it means the most important of any set. Principle is a noun meaning a fundamental truth, a law, a rule that always applies, or a code of conduct. Towards Towards is always wrong. It's toward. I went 41 years not being sure about this one. Unique Unique means (literally) one of a kind. Saying something is very or truly unique is wacked. It's either a purple cow or it isn't. Who / Whom This one is a lost cause, but let's go down swinging. The way to deal with the who versus whom quandary is a simple substitution method. First, a refresher on subjects and objects. Subjects do the action: "He/she/we like(s) to rock the house." Objects receive the action: "The rock star sneered at him/her/us." Use who for subjects and whom for objects. Subjects: Who wrote this blog post? Who is speaking at the conference? Who is going to clean up this mess? Objects: Whom are you going to write about? Whom did he blame for the Google Slap? Whom did he bait for the links? Truth is, whom just doesn't sound right in many situations where it’s correct, especially in the US. You now know the rule… feel free to break it. P.S. If you haven't seen The Princess Bride because you think it must suck based on the title, get over it. It's laugh-out-loud funny and has more great lines than I can come up with angles to write about… so far. About the Author: Brian Clark is founding editor of Copyblogger, and co-founder of DIY Themes and Lateral Action. Get more from Brian on Twitter. • Email to a friend • Related • View comments • Track comments • •

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[Copyblogger] Why You Need to Transform Your Website Into a Story

Why You Need to Transform Your Website Into a Story Why You Need to Transform Your Website Into a Story The role of web writers has changed. Just a few short years ago, the content on most websites was boring and factual, just a profile of monotonous company information. Today, the content on websites that work looks very different indeed. Effective web writers are moving away from bland, factual information. Readers won't settle for that anymore. It isn’t interesting. It isn’t compelling. Facts don’t stir emotions and encourage people to take action. Facts don’t sell until people look to rationalize the buying decision they've made at an emotional level. That's why you need to transform your website into a story. In fact, web writers themselves must undergo a transformation. They must become storytellers. It makes sense. Stories are captivating. They draw people in with a good hook. They engage the mind, invoking mental imagery as people read the words. Good stories are jewels we cherish and share. We all relate to stories and their concepts on very personal levels – and we remember them. When we face similar situations, we bring back the messages, the lessons, and the outcomes of the stories we bring to mind. And we act accordingly. Stimulate All the Senses or Lose the Sale Stories work. Our brains retain more information when all our senses are stimulated. We can recall facts if we’ve memorized them, but we have a much easier time bringing stories to mind. Think of your favorite memory. Can you see it in your mind? Do you remember what you noticed that day, the colors around you, the sounds that you heard? Can you recall the feelings you had in that very moment? Think about how long you’ve retained that memory. Probably a long time, and you could most likely tell someone else the story easily. Now think about how long you’ve retained the words of the last website you’ve read. Business Stories Beat Bland Brochure Sites Storytelling has become integral to content in the virtual world. From website content to sales copy to press releases, stories are increasing in number every day. Web writers have realized the value of stories for business – and there is value indeed. Stories deliver messages in an intriguing, memorable way. Business owners want and need their audience to remember, to take the desired action. A writer’s content must paint pictures and tell stories to encourage that action. When used for marketing, content must draw analogies between concepts to help readers understand. It must tap pain, desire and anticipation, helping readers feel something deep within themselves. Great content creates a mood so that people experience the moment on a level beyond logic and fact. The words are just the medium; the story lingers on. Changing Your Sites into Stories Businesses need to tap into the potential of stories and benefit from this new age of content marketing. Websites need to move away from listing data and facts or monotone features that just don’t engage readers. Take a moment to look at the content on your site or the words you’re writing for a client. Read them. Can you see the images in your mind? Are your emotions stirred? Are those emotions naturally tied to your solution? In other words… is your website telling a story? More importantly, is it a story that sells? About the Author: James Chartrand tells the stories that make the young girls cry over at Men with Pens. Grab the feed today. • Email to a friend • Related • View comments • Track comments • •

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[Copyblogger] Shorter is Better

Shorter is Better Shorter is Better I have made this letter longer than usual, only because I have not had time to make it shorter. ~Blaise Pascal (1623-1662). We are inundated with information. People are starved for time and as such they greatly respect and value short correspondence, articles and blog posts. If you want people to read something, make it short and concise. A paragraph that runs five sentences long is daunting and there is a good chance that the reader will not read it. Here are some suggestions: 1. Use short words: They are easier to understand — so use simple English even if it offends your sense of literacy. 2. Use dashes to shorten up a sentence: Most readers are not grammatical experts and value sentences that are more in line with the way they speak — so use dashes to make the message clear. 3. Use bullet points and numbered paragraphs: They keep the message clear and organized in our minds. 4. Use plenty of space: The more white background space on the page, the easier it is to read the black text. Double spacing text is easier to read than single spacing. If you're reading a magazine and an article is six pages of text, you might decide to read it later. And later never comes. If the article is a well-organized one or two pages with bullet points and short paragraphs, there's a better chance it will be read right away. The strain on our 21st century attention would be unimaginable to those who lived in the 19th century. And yet… I notice that you use plain, simple language, short words and brief sentences. That is the way to write English - it is the modern way and the best way. Stick to it; don’t let fluff and flowers and verbosity creep in. ~Mark Twain, March 20, 1880 About the Author: Jim Estill is the CEO of Canadian computer product company SYNNEX and the author of the Time Leadership blog and book. • Email to a friend • Related • View comments • Track comments • •

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[Copyblogger] Cool Stuff for New Bloggers

Cool Stuff for New Bloggers Cool Stuff for New Bloggers I’ve noticed a lot of people saying they are new to blogging in the comments lately, so I definitely thought this was worth a mention. Yaro Starak has developed quite a reputation as a blogging mentor, but now he’s reaching out to those who are much newer to the blog life. First of all, Yaro and his new partner (ahh… partners!) have released the free Roadmap Report - a guide to becoming a blogger. I like the emphasis they place on multimedia, which is the way things are headed without doubt (they even have an audio version of the report). Continuing to walk the multimedia talk, the pair have also released a series of 10 free Become a Blogger videos. Nice production and solid information for the newbie blogger. Check this stuff out… Yaro knows what he’s talking about. And he’s nice, too. • Email to a friend • Related • View comments • Track comments • •

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