Dec. 2002 — submitted by Kathy Kennedy, UWEC Senior
(for Jerz’s Advanced Technical Writing class)
Jan 2003 — edited by Jamie Dalbesio, UWEC Senior
(for an independent study project with Jerz)
May 2003 — edited by Jerz and posted at Seton Hill University
Jan 2007 — ongoing edits by Jerz
May 2008 — reformatted
Sep 2010 — tweaked Writer’s Block section
Mar 2011 — reformatted and further tweaked
Jun 2017 — minor editing. Are “Keds” still a recognizable brand of kids shoes?
In business writing (which is an entirely different animal than creative writing) the short, minimal style of writing is more acceptable. Even there though, writing has become so boring that many people skip through messages because they lack any feeling. There is no personality that divides one business from another and I am convinced this is not good for marketing and sales. The idea of a good marketing piece should be to stand out from the crowd and draw interest. With business standards creating the same writing across the board, this seldom happens. Be inventive! Tell your story in the most interesting way possible! Stand out from the crowd and you’ll find people following YOUR style.
Part of creating an eye-catching headline could be using some of the strong adjectives/verbs mentioned in tip #14. So, for example: Kill Your Spammy Backlinks - Before it's Too Late! or here's a good one I came across recently that I would definitely categorize as eye-catching: How Google Glass ruined my lunch hour The goal is to create something that feels, at least to some degree, out of the ordinary. It's hard to give examples because a headline can be eye-catching for many different reasons - because of word choice, punctuation, sentence structure, etc. I hope that helps!