Archive for May, 2012

May 31, 2012

Falling, and Face Plants, and Frozen Yogurt, Oh My!

We all know that Tony Bennett left his heart in San Francisco. Last week, I left my face imprint in front of a FroYo (not the name) store inDublin. A cement berm which I did not see, stuck out beside a car parked much too far to the right side of the space, and over I went. Yes, it’s a given that women should walk, not talk, in parking lots.

Now, I could argue that the berm caused me to trip. Really? (It reached out, and took me by the ankles). Had I looked far enough ahead, even in a dark parking lot, I still could have seen what could happen and try to avoid the agonizing scene that followed. (Although genuinely hurt, and bleeding, I was more embarrassed than anything else).

Like the cement berm, life gets in our way. If we don’t look up from a distance once in awhile, plans could fail. We end up on our faces, which could be both embarrassing, and detrimental to our personal and business lives.

As entrepreneurs, our livelihoods are much more at stake where we cannot afford to fall. One way to protect against falls and fails is to look down the road, check for obstacles, and plan how to proceed.

In our marketing efforts, we could end up embarrassed as we put ourselves out there for all to see. It is up to us to sound professional and smart to our clients and customers in writing and in what we verbalize. We need to assure that the parking lot stays lit and there are no obstacles in the way of our business transactions.

If your marketing text does not leave an imprint with your clients, consider a professional writer or editor to help with what you leave behind to move you forward.

* The ~ tilde (pronounced till duh), is the wavy line on your keyboard that shares a key with the backquote. Tildes are derived from the Spanish and Latin (titulus) that means “title” or superscription. Today, tildes have many uses including uses in URLS.


Have a great week.

The Write Girl inPleasanton,


May 3, 2012

The Goal Here Is . . .

Several years ago, during a conversation about football, my Dad commented that most football fans only cheer for their favorite local teams. For us that means the 49ers, and Raiders. He encouraged my family to root for the “underdog”teams; those who win fewer games.

Taking what my Dad said to heart, it became my goal to cheer on a team who was, at the time, not winning as many games as their conference rivals. This particular team would go on in later years to don the coveted Super Bowl rings.

Wearing their jersey during televised games, I became a Tampa Bay Buccaneers fan. While Tony Dungy reigned as theTampaBayhead coach, and althoughTampawas neither a popular nor a first place team, that was not a deal breaker for me.

In 2002, under the coaching expertise of Jon Gruden, former coach of the Oakland Raiders, the Bucs won the Super Bowl-defeating the Raiders. How’s that for irony? Hope was not only alive for the Bucs; hope prevailed. (I prefer to think of it as the luck I brought them; the luck of the Swedish). A new coach helped as well.

In writing, the words we replace can be compared to coaching. The replacement can make all the difference. A coach will tighten up the team introducing fresh training ideas – sometimes eliminating plays or players to help the team play smarter; play to win.

Tightening up your sentences helps to produce a sharp, concise thought. You will substitute unnecessary text for words that will help you sound smarter and more professional. Your communication will be more effective:

Instead of, “I thought the report needed to be on your desk by the first of the week.”

Try: “I understand that the report deadline is early this week.”

Here, you tightened up your sentence by six words. Is, “on your desk,” truly necessary?

As you pull together and tighten up, find single (when possible) word replacements that allow for the missing text. While you make a selection that replaces two or more words, you may need to rewrite the sentence to accomplish your objective.

As you ask questions about which text is important and which you can eliminate  – tying it all together will add to your professional demeanor.

Have a great week and remember:

Your special teams in marketing are there to help guard your keeper bringing you closer to your goal.

~Carol Marshall

The Write Girl of Pleasanton