Picture this. You sit down at your computer to do some writing. You crack a few knuckles, take a deep breath, and...nothing. You stare at a blank screen for what seems like eternity. The polished piece floating through your head moments ago just won’t materialize.

You’ve encountered page fright, that curse of writers everywhere. Sometimes referred to as Blank Screen Syndrome, page fright occurs when your brain tries to edit your material before you’ve typed it. Your mind is constantly analyzing and reviewing your copy and is never quite satisfied. The result is an endless edit/re-edit cycle and mental paralysis.

To get beyond this, force yourself to type something on the screen, and leave the composing and editing for later.

Let’s say you’re writing an article for your newsletter. Begin by transcribing the notes you’ve collected. Some elements will be complete sentences, others just phrases. A portion of your text might look something like this:

“Everything we do is custom work.”

have built panels for large and small businesses

Panel shop opened in 1981.

Control panels can be simple—couple switches—or run complex operations

Control panels tailored for each project.
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Upon review you realize that lines 1 and 5 are related as are the others. With some massaging, those pieces come together like this:

Since 1981 the Panel Shop has been building quality custom control panels for large and small businesses. These control panels can be as simple as a couple switches or complex enough to drive an integrated process.

And....

Each control panel is tailored to the unique needs of the project. “Everything we do is custom work,” Joe says.

These complete thoughts get your creative juices flowing. Soon other sentences and paragraphs take shape. Within moments your first draft is complete. After some careful review and editing, your work is ready for publication.

copyright 2007

“Unique” is, well, unique!

Something unique is unlike all others; it is one of a kind.
It can’t be “really unique” or “most unique.” Picture a light bulb: It’s either on or off. It isn’t “sort of on” or “mostly on.”

Use 'unique' to refer to a facet of your product or service that makes it different from what your competitors offer.

"A unique feature of our bookkeeping software is...."

"What makes our model L250 unique is its ability to...."

"Our unique three-step process ensures that you...."

Some folks seem to go out of their way to use big words. Large words, they think, give them an edge. Make their text read or sound great. That is true to a point. But use a big word when a small one will do, and you risk a lost chance to shed new light on your work.

Short words flow past the eyes and ears. Large words may cause one to stop and think. Short words give your text snap and zip. Large words can put a drag on what you write. Big words have their place. But don’t let them crowd out a good line. Your script takes on a new life when you use words that look and sound just right.

Give it a try. I am sure you will like what you see—and hear.

The preceding sentences, in case you didn’t notice, were written entirely in single-syllable words.

Fast and convenient, e-mail has become the predominant form of communication. The volume of mail generated is staggering. Each day America Online deals with more than one billion spam messages alone.

Because e-mail is so easy to use, writers can be a bit careless when drafting a message. E-mail messages reflect on your business, and require the same care you give other forms of communication.

Subject line: Keep to about six words and only one subject. A clear subject line helps the recipient find your message in the dozens or so received each day. Single-subject messages are easier to file and retrieve. If you need to discuss a second topic, create another message.

Salutation: First names are fine if you are on a friendly basis with your reader. If not, use a courtesy or professional title. Use full name if you’re unsure of the person’s gender.

Body copy:
- Rules of grammar apply. No skimping here. Errors, especially basic ones, leave a bad impression on your readers.

- Use proper punctuation and capitalization. Watch for run-on
sentences and letters that should be capitalized. Also, no need to SHOUT. Your message comes across loud and clear on the screen. Plus, a message written entirely in caps is difficult to read.

- Watch the tone of your message. Unlike the spoken word, e-mail does not contain voice inflection or other cues to convey your feelings.

- Avoid off-color remarks and jokes. Not only are they unprofessional, they can land you in serious legal trouble. Stick with the issue at hand, and leave the personal comments for after hours. Do not send anything you would not include on a postcard.

- Complimentary close. E-mail tends to be less formal than letters. You may use “sincerely,” but “regards” and “best regards” are acceptable.

Proofread and edit your copy: Tighten up the text, and clean up any errors. Don’t rely on spell check, as it can’t determine intent. Did you want 'their' or 'there'? 'You’re' or 'your'? Step aside for a few moments. You may spot errors you didn’t see before.

E-mail is an important means of communicating in today’s global economy. Follow these guidelines to ensure that your messages present a clear, professional image of you and your firm.

If you're in sales or marketing, ponder this as you contemplate calling on or working with businesses.

What is the difference between you and I?

A. Quite possibly, the difference between a customer and a prospect.
Salespeople, especially newer ones, waste precious moments engaged
in endless drivel about their firm’s products (or services), people, and anything else that comes to mind. Prospects, meantime, roll their eyes and wonder, “What about me?”

Remember to focus on your prospect’s needs and concerns. Show your interest and empathy by using the 'you' attitude. For example:
“Our sleeper sofa has the best mattress on the market.” can become “You will rest comfortably on your new sleeper sofa.”

A good rule of thumb is to use 'you' at least two times for every 'I', 'we', or 'our.'

Show genuine interest in and concern for your prospects, and you may be pleasantly surprised with a new, and long-term customer.