Lucid Lingo
Communicating... in plain English
Lucid Lingo
Posted on July 20, 11 by Gary Chow | No Comments » | Tags: web content
When was the last time you updated your website?
For many small to medium sized businesses it’s a fair bet the answer would either be: ‘not for awhile’ or ‘never’.
So many websites are built and left ‘as is’; barely touched at all since they day they were launched.
The reason has to do with time – or [...]
Posted on July 11, 11 by Gary Chow | No Comments » | Tags: primary user, Web copywriting
When you write copy for your website, first ask yourself: who is my primary user?
Defining your primary user will help resolve what content to put on your site, the tone and style of web copy, and the visual design and functionality.
Content that is not suitable for your primary user would dilute the impact and relevance [...]
Posted on June 28, 11 by Gary Chow | No Comments » | Tags: engaging headlines, Web copywriting
I gave Internet dating a go once. Why not, seemed an okay way to meet women, and a lot better than propping up a bar or having a second cousin introduce you to the sister of a friend of a colleague.
One of the things I noted as I scrolled through the pages and pages of [...]
Posted on May 31, 11 by Gary Chow | No Comments » | Tags: blogging, copywriting
I’ve just finished reading Keith Richard’s autobiography, Life.
The Rolling Stone guitarist and founding member, the one they call the most ‘elegantly wasted’ man in the world, did not disappoint.
The book is entertaining from start to finish, providing insight into the band and its music and as memorable as many of his iconic guitar riffs.
Not only [...]
Posted on April 27, 11 by Gary Chow | No Comments » | Tags: advertising copy, copywriter, copywriting function, Freelance copywriter, personal copywriting, writing actively
I’ve been a copywriter for over 15 years, but many of my friends and acquaintances still don’t have a full handle on what I do.
Some even think my work has to do with legal protection of intellectual property, as in ‘copyright’. I must be doing a bad job of explaining it. So what exactly is a [...]
Posted on August 16, 10 by Gary Chow | No Comments » | Tags: about us page, avoiding gobbledygook, copywriting, web content, Web copywriting, web design, website content
Some time ago I thought I’d give speed dating a try. I was curious and figured I’d add it to my life experiences. If you’ve tried it you’d know how it works. You sit and chat with one person for a few minutes until a bell rings and you move onto the next person. At [...]
Posted on August 10, 10 by Gary Chow | 1 Comment » | Tags: copywriting, Marketing, web content, website messages
A website is a marketing tool. Used well it can even be the cornerstone of your entire marketing efforts. But like any marketing tool, what you say on your website should reflect what you do in reality. Practice what you preach in other words.
I was reminded of this key point in a recent dealing I [...]
Posted on May 31, 10 by Gary Chow | No Comments » | Tags: advertising copy, copywriting, Marketing, marketing messages, Web copywriting
I was chatting with a friend the other day about… batteries. Both of us recalled the ‘energizer bunny’ commercials but neither of us was sure which company it represented. Is it Eveready or is it Duracell?
Coincidentally, on the same day I read this post about the sameness of company websites by Seth Godin. He points [...]
Posted on May 19, 10 by Gary Chow | No Comments » | Tags: plain English writing
I sometimes come across a webpage where the important content is hidden below the ‘fold’.
The fold is an old newspaper term which dictates where the paper is folded. In a broadsheet newspaper, the mast-head, headlines and key news is ‘above the fold’.
On a computer screen, the fold represents the imaginary line that divides what appear [...]
Posted on May 18, 10 by Gary Chow | No Comments » | Tags: copywriting, engaging headlines, subheadings, web content, Web copywriting, webpage headings
One of my favourite headlines read ‘Headless body found in topless bar’. Now that’s an attention grabber, wouldn’t you say? Few who read this headline would have ignored the article that followed.
Good headlines are vital in newspapers and magazines. In fact, copy editors spend most of their waking hours pondering clever, witty and meaningful headlines [...]
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