How the SO WHAT? test can boost a lot of your business writing

Although the SO WHAT? test originally was written to test the content effectiveness of your elevator pitch, actually you can use it to test almost any promotional statement. Here’s how it works…So what test for all your marketing on HTWB

The basic idea behind the SO WHAT? test

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Another bumper edition of Daily Fail boo-boos

Who needs a joke book when you can read the UK’s Daily Fail and laugh at their hilarious mistakes? Here is the latest crop.

funny jokes and mistakes from the UK Daily Mail

“…as her horse comes in first place at the Gold Cup at Cheltenham races alongside husband Kieran Hayler” (NB: When this photo was taken Kieran was about one length behind the horse, hence out of shot, but was catching up.)

Watch you don’t spit your coffee out while reading the following…

At Victoria, trains were also heavily affected and a man was also taken to hospital after reportedly being hit by a newly-built entrance to the Underground station.
Get that newly-built entrance properly restrained before it hits someone else. [Read more…]

Write about solutions, not problems. People don’t buy problems.

Your readers’ problems are very important, of course. But writing about those at any length isn’t going to endear you to them.
They know they have problems. Yes, part of your remit when you’re writing marketing material is to understand those problems very well. But …
write about solutions not problems on HWTB…then, shut up about them.
People don’t buy problems. They buy solutions. 
How do you resolve that conundrum? Read on. [Read more…]

How to write a bloody awful blog post – update

It’s more than four years since this tongue-in-cheek article about business blogging appeared and looking at it again, I find it utterly terrifying.

writing bloody awful blog posts HTWB
Why? Because so little has changed. So little has improved. Day after day businesses are still churning out the bullsh*t I rather cruelly outline below.

So, Google, much as I would love to have updated the article to show how far we have come in four years’ worth of blogging experience, if I am to be honest with you, I can’t update a damned thing apart from one or two small points…

Let’s blog badly … and at least have a laugh about it

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How not to, er, write about faults on a commercial jetliner…

If you’re a little twitchy about flying United at the moment, take a look at this humorous list of maintenance complaints submitted by pilots (P) and solutions suggested by maintenance technicians (T) purportedly recorded by employees of an airline which, er, shall remain nameless.

How not to write airplane faults on HTWB

A very old image of what it may have been like to fly United in the past. Strangely, this may now be appropriate once again, especially on an over-booked flight…

The idea is that after every flight, pilots fill out a form, called a “gripe sheet” which tells technicians about problems with the aircraft. The technicians correct the problems, document their repairs on the form, then pilots review the gripe sheets before the next flight.

So what do these pilots and technical crews write about faults?

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How to write good business blogs: Suze tells all on video

To make a change from a text-based blog post, here is yours truly in a video conversation with ace UK Vlogger Steven Healey a while back.

Video of Suzan St Maur talking about writing good business blogs

Now you can see and hear her tips on writing good business blogs

In the program we discuss many aspects of blogging for business … some of which we have written about here on HTWB and some we haven’t. So tune in and watch (or listen … folks can only take so much of my ugly face!) [Read more…]

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