Topics, Trends and Techniques from Brooks Bell Interactive
Posts authored by: Tracy Carr
5 More Grammar Mistakes That Make You Look Bad
There’s nothing worse than spending hours working on a client proposal or presentation, only to see a glaring typo in the document after it’s gone out. Unfortunately, just one grammatical error can result in lost credibility in the eyes of a client.
If you missed my last blog post, 5 Grammar Mistakes That You Can’t Afford to Make I highly recommend reading that first. It covers common grammar pitfalls that most people fall victim to – like its or it’s, affect vs. effect, toward vs. towards, than vs. then and who vs. whom. Today I’m going to cover five more.
That vs. Which
This is a tough one that can hang up even the most seasoned writer. Basically the short answer is “that” introduces vital information (known as a restrictive clause) and “which” introduces non-vital, or extra, information (known as a nonrestrictive clause). Here’s an example: The car that I bought last summer, which previously belonged to my uncle, is in the shop.
5 Grammar Mistakes You Can’t Afford to Make
Even if you’re not a professional writer, just about every business professional does some level of writing. While Twitter, Facebook and AIM have redefined the way we communicate, the fact that it’s so easy to Retweet, forward or reply all means it’s more important than ever to keep your correspondence grammatically correct.
Here are some common grammar hang-ups that plague most people. Use it as a cheat sheet for your next correspondence.
Its or It’s
This has got to be one of the most common grammar mistakes and it’s actually pretty simple. Its is the possessive of “it” and It’s is a contraction of “it is.” Essentially when you can replace the word with “it is” or “it has” then you should use It’s. In every other case, use Its. Here’s an example: “It’s been a long time since I took the dog for its walk.”
A Creative’s Take on the Creative Strategy
In the ten years I’ve worked in advertising, I’ve seen creative strategies come in many shapes and sizes. Some have left a lot to be desired (like the scrawl on a napkin I once received from a CD) and others way too much. But they’ve all had one goal: to outline the message of a campaign and inspire the creative team to communicate it effectively.
Since the creative strategy really is the most important tool for the creative team, it’s important to get it right the first time. Here’s why:
- It’s a snapshot of everything we need to know, all in one place
- It’s been approved by the client (we hope)
- It’s something to hold our creative against
- It’s supposed to make everyone’s job easier
No matter how many creative strategies I’ve seen, the ones that stand out are the strategies that have helped me produce the best creative. Here are the sections within the strategy that I’ve found most relevant:
Loyalty Programs: Marketing’s “Not-So-Secret” Weapon
Since 1896 when Green Stamps were introduced to the world, customer loyalty programs have been trying to get our attention. And it’s working. From buy one, get one deals to a frequent flier miles to supermarket savings, the world is saving money by spending it.
For marketers, it’s a win-win too. Not only do loyalty programs help drive sales, they also lower marketing costs and build a relevant customer base. The key is to identify what motivates customers to buy the product or service. And with these programs becoming so expected, the challenge is to find ways to do it better.
Here are a few companies that, in my opinion, are doing it right: Read the rest of this post »
So you wanna be a copywriter: Insider tips to help you break into the biz.
Whenever I meet another copywriter, the first thing I ask is how they got their start. Because out of any career I know, choosing the path of copywriting is the most elusive. Think of it this way: if you want to be a doctor, you go to med school. If you want to be a trucker, you go to driving school. Even clowns have their own school to learn whatever it is they learn. But what about copywriters?
Well, some of us (myself included) start out with an English degree and quickly realize we need to find a way to actually make a living. Then there are others who start out on “the other side” as graphic designers, or even account managers, and quickly learn they’re better suited for the writing side. Some even become copywriters by default when there’s no on-site writer available. But as the ad agency world has become more sensationalized thanks to hit shows like Mad Men, Trust Me and even “thirtysomething,” the job of a copywriter has become more alluring.
So, if you think the world of copywriting is right for you, let me start with a few ground rules: Read the rest of this post »
