Activate Run-Ons with WIFM

Image by Mad African! The best way to spruce up boring business writing? Activate verb tense, parse run-ons into multiple sentences, and add the what’s in it for me (WIFM) factor. Yes, some colleagues focus on grammar, but when I edit business text these are the first three things my red pen seeks out. Inevitably business text crams an overt amount amount of jargon and hyperbole into copy to ensure that it stays “on message” and achieves branding goals. Business writing seeks to market and inform stakeholders. Over-focus on messaging and positioning hurts that goal, instead fulfilling an internal need to appease executives. An editor should punch up copy to resonate with stakeholders. Geoff Livingston on Google+

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Live and Die with Headlines

Image by deathtiny41 In a world driven by social network and search engine marketing, you live and die by headlines. Today’s social media blogosphere discussion revolves around content marketing, but little is said about the actual headlines. Too bad. Writing great headlines matters more than ever. Attention spans have shrunk, and if you can’t interest someone right off the bat with a great, witty headline then you won’t get read. It’s as simple as that. Geoff Livingston on Google+

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A New Novel from Geoff Livingston

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Vocus Marketing Blog
(2012-present)

Inspiring Generosity
(2011-2012)

Mashable
(2009-2011)

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(2006-2010)

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The Sweet Smell of Summer Flowers by Geoff Livingston
July Sunrise at the Marina by Geoff Livingston
United States Patent and Trademark Office by Geoff Livingston
USPTO Office Geodesic Fountain by Geoff Livingston
Dentzel Carousel in Full by Geoff Livingston
Geodesic Dome by Geoff Livingston
Dentzel Carousel in Motion by Geoff Livingston
Visit Balboa Zoo on the Street Car! by Geoff Livingston
Street Car 1071 by Geoff Livingston
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