Press releases are one of those topics that every marketer has an opinion about. A few years ago, press releases were SEO gold, the easiest way to earn hundreds of backlinks in an instant. But in 2013, the Google algorithm caught up to the game. The debate ever since has been whether press releases still help with SEO. So do press releases work? I asked PR companies, SEO managers, and business owners to weigh in.

Press releases and backlinks

After the 2013 Google update, press releases distributed by companies like PRWeb and 24-7 Newswire changed from dofollow links to nofollow links. What does that mean?

Google’s whole search engine is algorithmic, reading signals to figure out what a website is about and which concepts are related to other concepts. One of the signals Google uses is the linkage between different websites. These links create the worldwide “web.”

When a site that Google already ranks as important links out to a company’s website, that company becomes a little more important in Google’s eyes. The value that the first site has passed to the second is what’s known as link juice.

“Juicy” links are known as dofollow links. Nofollow links, on the other hand, are still clickable links, but they don’t pass on any link juice.

Therefore, when a press release that links to your website is distributed to other websites, the links are nofollow links, giving you less SEO value.

But does that mean there’s no value at all?

Citations vs. links

Luke Bastin, Owner Principal of SEO company PDABuzz, says that local businesses can still benefit from press releases because of how they affect Google Maps results. These map listings “typically appear above organic listings, and they attract lots of traffic,” he says.

Here’s an example of what he’s describing. I searched for “Peruvian restaurant Los Angeles,” and the Google Maps results were placed above the first organic result.

Luke explains, “One of the major factors behind maps listings is how many high-quality business citations a website has.”

A citation is an external website mention of a business’s name, address, and phone number (abbreviated NAP). Unlike links, citations do not need to be linked to your website to be credited by Google’s algorithm.

“Typically, business owners and marketers think of sites like Yelp, Merchant Circle, Foursquare, Superpages and so on as the main places to obtain local business citations. However, an overlooked opportunity is a good SEO press release which not only makes an announcement about the business but also includes the name, address, and phone number within the press release.”

Because of the value of citations, Luke believes distributing press releases “still works wonderfully well for local SEO and should continue to do so for some time.”

An invitation for Google to crawl

Brian Lim, founder and CEO of print clothing company Into the AM, says, “We continue to use press releases as a viable means to gain exposure and SEO value. While press releases don’t hold the same value they did years ago, there are still many advantages.”

One advantage he cites is that issuing press releases prompts Google to crawl your site more frequently. “From there,” Brian says, “Google can decide whether or not to index the content. If you’re adding some commentary or original content on top of the press release, it’s far more likely that Google will index it, because it goes beyond syndication and can provide extra value to the visitor.”

Press releases as the official company word

James Nuttall, Content and Outreach Specialist for Africa Travel, says, “For me, press releases are still a vital part of any outreach campaign.” He believes that “having a press release adds an ‘official’ stamp to your campaign: This is the story.”

Samuella Becker, a marketing strategist at TigressPR, agrees. “I still use press releases to present the factual details around a company or new product launch,” she says, “with the hopes that the journalist/blogger/TV producer who I’m sending it to will do their OWN story. I don’t expect the media outlet to pick up the press release verbatim.”

I’ve seen this principle in action as editor of the Menuism Blog, where we cover restaurant trends. It’s not always easy to get an interview with the CEO of McDonald’s or the hot Michelin-starred chef. But when your article references a new menu item or restaurant opening, you can refer to a company’s press release and include a vetted quote from the decision-makers. (I’ve used restaurant promotional photos for our articles, too, so it’s not a bad idea to syndicate those). In these cases, our site wasn’t writing specifically about the story pitch of the press release, but instead adapting press release content to suit a story we were already developing.

Could you get on Google News?

Zachary Weiner, CEO of PR firm Emerging Insider Communications believes that even though a press release’s benefits have changed, the press release is not dead.

“There is still an SEO benefit to press releases, but not for the reasons it once was,” he says. Now, “press releases can still use their title to attract certain phrase searches. While the link building aspects are no longer relevant, ‘gaming’ the title of a press release can still have numerous keyword benefits. This is especially true for Google News searches, where most companies blogs will not be sourced, but press releases will be.”

If you’re hoping to get picked up by Google News, your press release must be well-crafted. Cary Haun, an SEO specialist at Page 1 Solutions, says, “make sure the news you’re sharing is current, noteworthy, and important to your community or industry.”

He advises companies to “think about the content on the page with the backlink, rather than just the domain authority of the press release vendor and its outlets.” Use this press release template to get you going.

While Cary acknowledges that “the likelihood of a press release on a wire getting ‘picked up’ by a publication is pretty minimal,” there is still SEO value in “associating your URL and brand with quality information, rather than grasping at straws and creating low-value spam.”

Jason Simms, a PR consultant, believes that “using a press release distribution service has zero long-term SEO value.” However, he admits, when the story is timely, “having the press release posted more places may help more journalists see it in the short term. The effect is extremely short-lived, and there is no noticeable bump in traffic.”

Okay, so maybe don’t set your heart on Google News.

Press releases are a tactic, not a strategy

When trying to build your company’s reputation by earning media coverage, just writing a press release isn’t going to do it. Even a truly newsworthy pitch won’t work with a “spray and pray” approach. You’ll need to tailor your pitch to individual outlets and editors, and it will take time to build relationships with them.

Press releases are not a magic bullet for public relations or for SEO. However, press releases do still have their benefits, including signals to Google in the form of citations, content, and website crawling.

If you’re new to press release distribution, you can try it out with 10% off at PRWeb through this link. Another option is 24-7 Press Release Newswire.

Where do you fall on the “Do press releases work” question? Share your perspective and tell us about your experience in the comments. 

The English language can be a tricky mistress. But when expressed well, she’s a beauty. If you’re a copywriter or blogger, I assume you already know the basics of how to make things plural (i.e., man → men, child → children, wife → wives, etc.). Instead, I created this guide on how to make things plural with five tricky writing situations in mind.

Acronyms

For some reason, when an abbreviation is written in all caps, it’s tempting to put an apostrophe after it. Don’t! When pluralizing an acronym, simply add an –s. And make that s lower case.

CEO → CEOs
SEO → SEOs
CTR → CTRs
APB → APBs
CD  → CDs

And yes, that includes acronyms that end in –s. RSS → RSSs. POS → POSs. I know, it looks a little funny. But I promise… there’s no reason to add an apostrophe. If it bothers you, reword your copy so you don’t have to use it — substitute RSS feeds or POS systems, for example. Just be sure not to be redundant: “PIN numbers” and “ATM machines” are both redundant because the last letter of the acronym stands for number and machine, respectively. To make these acronyms plural, simply write PINs or ATMs.

Hyphenated nouns and compound nouns

When dealing with a hyphenated noun or a noun that is modified by a preposition, only pluralize the noun portion. For instance:

call-to-action → calls-to-action
board of director → boards of directors
father-in-law → fathers-in-law
lady-in-waiting → ladies-in-waiting
maid of honor → maids of honor
right of way → rights of way

Some compound nouns are nouns modified by an adjective. Once again, only pluralize the noun portion. Examples:

attorney general → attorneys general
past life → past lives
six-pack → six-packs
full moon → full moons

Last Names

A few years ago, Slate put together the best guide I’ve seen for pluralizing last names in the context of sending Christmas cards. Because I don’t see a reason to reinvent the wheel, I’ll simply quote it here:

Pluralization FAQs
Q: What if my last name ends in a y?
A: Add an –s. Do not add –ies or an apostrophe. Merry Christmas from the Murphys. 
Q: What if my last name already ends in an s?
A: Add –es. Do not add an apostrophe. Season’s greetings from the Simmonses.
Q: What if the end of my last name normally functions as an irregular noun?
A: It is not irregular when it is part of a last name. Happy holidays from the Hoffmans. Warm wishes from the Wolfs. 
Q: What would adding an apostrophe do?
A: It would hurt Tiny Tim make your last name possessive.
Q: Is there ever a reason to add an apostrophe?
A: Only if you want to make your last name possessive.
Q: Why do people add apostrophes?
A: I have no idea.

Nouns that end in –o

Most nouns that end in –o are pluralized by adding an –s, such as silos. But some take –es instead:

embargo → embargoes
veto → vetoes
echo → echoes
potato → potatoes (who remembers Dan Quayle?)
hero → heroes
echo → echoes

This is also a good place to mention one of my pet peeves: Dos and Don’ts (not Do’s and Don’ts with an apostrophe on the Do). After I recently commented on a blog on Medium, the writer kindly responded,

You know, I struggled with that before I wrote the post. I wasn’t sure which was correct. I did some research and came across this post by Mignon Fogarty (aka Grammar Girl). She writes, in part, “The Chicago Manual of Style and others recommend dos and don’ts. The Associated Press and others recommend do’s and don’ts. …Unless your editor wishes otherwise, if you write books, spell it dos and don’ts; and if you write for newspapers, magazines, or the Web, spell it do’s and don’ts.”

I simply don’t agree with the AP. I don’t believe it decreases confusion; otherwise (as Mignon notes), we’d have to use Do’s and Don’t’s to keep the parallel structure. Gross.

Once and for all: Dos and Don’ts. I’m also looking at you, How-tos.

Decades

When you’re pluralizing decades, be careful. Apostrophes here are tricky because you sometimes need them. If you’re leaving off the first two digits of a four-digit era, put an apostrophe at the beginning.

the 1970s → the ’70s
the 2000s → the ’00s
1980s-era fashion → ’80s-era fashion
protests of the 1960s → protests of the ’60s

DON’T put an apostrophe before the s:

Incorrect: 1980’s, 90’s, 2000’s
Correct: 1980s, 1990s, 2000s or ’80s, ’90s, ’00s

You only use an apostrophe before an s to make it possessive, not to pluralize it. (Have you sensed a theme yet?)

Need more help with grammar in your copywriting and blogs?

If you’re interested in checking the grammar in your writing, I recommend installing Grammarly. This browser addition instantly proofreads your text (including social media posts and emails) for correct grammar and punctuation. I wrote about Grammarly and three other helpful writing apps that I use here.

Even the most seasoned writers can use a refresher now and again. Everyone believes they can write, but the real question is whether you can write well. Here are 6 quick copywriting tips to keep your writing sharp.

Copywriting Tips to Start Using Today

Watch out for repetitive redundancy

ATM machine. PIN number. And the worst: SEO optimization.

Remember that acronyms stand for things. ATM = automatic teller machine; therefore, when you write ATM machine, you’re really writing automatic teller machine machine. ATM will do.

A business is an it, not a they

In order to sound more friendly and approachable, companies often talk about themselves using the inclusive we. Watch a few commercials, and you’ll almost certainly hear, “At Company X, we believe…” I’ve certainly written that way about my own clients for years. It’s an effort to humanize that which isn’t human – a brand. But when referring to a business as an entity, use it, not they.

Get your decades in order

When you’re writing about decades, remember where to put your apostrophes. If you’re leaving off the first two digits of a four-digit era (ie, ’70s, ’00s) put an apostrophe at the beginning. But DON’T put an apostrophe before the s:

Incorrect: 1980’s, 90’s, 2000’s
Correct: 1980s, 1990s, 2000s or ’80s, ’90s, ’00s

You only use an apostrophe before an s to make it possessive, not to pluralize it.

The Dos and Don’ts of Dos and Don’ts

Too often, bloggers will write lists of “Do’s and Don’ts.” Unfortunately, only one of these words requires an apostrophe. Because don’t is a contraction of do not, the apostrophe stands in for the missing letter. But an apostrophe before an s makes is possessive, not plural (which is what we want). Therefore,

Incorrect: Do’s and Don’ts
Correct: Dos and Don’ts

Related: FAQs (not FAQ’s), Q&As (not Q&A’s), CTRs (not CTR’s)

Avoid hyperbole and fluff

Some words and phrases are meaningless, and they are usually added when writers are trying to meet a minimum word count requirement. Avoid these at all costs.

Examples: “There’s something for everyone.”
“… and everything in between.”
“You’ll love it.”
“The possibilities are endless.”
Instances of very and really
Adjectives like great, terrific, fabulous, epic

Here are some ideas on what to use instead.

Go easy on the exclamation points

As I shared before, writers sometimes try to infuse energy into their copy by overusing exclamation points rather than choosing words to convey passion about the business. This overuse can result in an overeager tone that sometimes borders on desperation. You want to create a voice that’s emotional but still professional.

A good rule of thumb is to make sure any exclamation points you do use are separated by at least 5 sentences. I mean it!

There are tons of ways our writing can improve (mine included). These 6 tips are merely a starting point. Got more to add? Comment below…

An editor is a luxury we copywriters don’t always have. That’s when writing apps can help point out mistakes we might not see in our writing. Listed below are some of my favorite writing apps and add-ons that I use regularly.

Hemingway

Hemingway offers a free online editor or a paid desktop app. It checks for passive voice, complicated sentences, and weakening phrases and qualifiers. The app assigns a grade level, readability score, and estimated total reading time.

Grammarly

Grammarly is a helpful Chrome extension. Whatever you’re writing online (be it your blog, a Facebook post, an email), Grammarly examines it for grammar, punctuation, proper sentence structure, and word choice. However, it does not check Google Docs inline.

I use the free version, but there are also paid Grammarly Premium subscriptions with additional features including a plagiarism checker.

Yoast SEO

Yoast SEO is a free WordPress plugin. It offers many SEO-related features, but in terms of writing, it does the following:

• Grades your writing on the Flesch Reading Ease test to help with readability. (Read another way, how easily scannable is your content?)
• Counts the percentage of sentences with transition words and phrases.
• Provides word count in the context of SEO. For instance, it looks at whether the number of words following a subhead is too long, or whether any individual paragraph is too long.
• Counts the percentage of sentences that contain more than 20 words, which can make reading more difficult.
• Counts the percentage of sentences that use passive voice and highlights them.

Sometimes Yoast will offer improvement suggestions that I consider but ultimately don’t take. For example, I think it’s fine for my blogs to score lower than recommended on the Flesch Reading Ease score. This score is mostly calculated on the length of sentences and the number of syllables per word. I know my audience can handle big words and long sentences. Even still, greater clarity is something we should always aim for in our writing.

Just Not Sorry

Stop tempering your emails in ways that undermine your leadership. With the Just Not Sorry Gmail extension, you’ll be warned about words and phrases that minimize confidence.

As founder Tami Reiss told Slate, too many women inadvertently discredit their own opinions. “We thought: What if we changed the environment? What if we pinged someone to say, ‘Hey, you’re doing this thing that you probably don’t want to do. The response is going to be unconscious to someone else, but it’s going to have a really big impact.’”

Beyond just and sorry, this writing app flags phrases like actually, I think, and Does this make sense? The extension is open-source to enable you to add more stop-words to flag as though they were spelling errors.

Do you have favorite writing apps? If so, feel free to share them with me! I’d love to know how you use them in your day-to-day work.

I’ve heard eloquent speakers make the same grammar mistake: instead of using a possessive determiner (my, your, our) to describe a gerund, they use a pronoun (me, you, we). But what the heck does all that mean? And have you been making the same mistake? Let’s break it down.

What’s a gerund?

A gerund is a verb that is transformed into a noun by the addition of -ing.

Clean, write, and play are examples of verbs. When you add -ing, you get cleaning, writing, and playing, and now, these verbs have magically become nouns! Neat, huh?

More examples of gerunds:

Verb: be
Noun: being

Verb: edit
Noun: editing

Verb: share
Noun: sharing

Owning your gerunds

What’s wrong with all of these sentences?
“I appreciate you coming over.”
“I told them about you being a real estate agent.”
“I like him covering that song.”

Would you ever say, “I appreciate you card,” or, “I told them about you business?” Of course not. You would say, “I appreciate your card,” and, “I told them about your business.”

Now, remember: gerunds are nouns, just like card and business in the example above. So when you’re describing a noun, you would use a possessive (his, her, your, our, their, my) and not a pronoun (he, him, she, you, they, them, me). Therefore:

“I appreciate your coming over.”
“I told them about your being a real estate agent.”
“I like his covering that song.”

Why the mistake is so common

Gerunds are often used when discussing other people and the things they do. For instance, if someone says, “I appreciate you coming over,” he’s trying to express his gratitude for you. That’s not such a bad thing. But what he really appreciates is your coming over, that is, the thing that you did, not necessarily you as a person.

It’s an understandable mistake (and kind of sweet!), but it’s still incorrect.

Test yourself

Want more grammar help?

If you’re interested in improving your grammar skills, I recommend installing Grammarly. This browser addition instantly proofreads your texts for correct grammar and punctuation. I wrote about Grammarly and three other helpful writing apps that I use here.

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Who or whom? There’s an easy way to know, without needing to know about subjects, objects, and prepositions.

Use who whenever you would use he

Who should be used as the subject of a sentence, in the same way you would use the word he. Take this example:

(Who/whom) just texted you?

Now answer that question by turning it into a statement and substitute either he or him. You wouldn’t say, “him just texted me,” right? Of course not. You’d say, “he just texted me.” If the right word in the alternate sentence is he, then you use who.

Correct: Who just texted you?

Use whom whenever you would use him

Whom is the object of a verb or preposition. But the easy way to figure it out is to turn the question into a statement and substitute he or him again. If you would use him in the alternate sentence, then go with whom.

(Who/whom) did you ask?

Turning the question into a statement, we have either “You asked he” or “You asked him.” Obviously, you asked him, right? Therefore, we use whom.

Correct: Whom did you ask?

More examples

1. (Who/whom) ate my cookie? →

• He ate my cookie.
• Him ate my cookie.

Correct: Who ate my cookie?

2. (Who/whom) are you meeting with?  →

• I am meeting with he.
• I am meeting with him.

Correct: Whom are you meeting with?

Note: One of the main reasons there’s confusion around who and whom is because in conversational English, we tend to end sentences in prepositions, which isn’t grammatically correct (though I argue it’s acceptable in copywriting). So if we were being formal, the sentence should actually read “With whom are you meeting?“

3. You emailed (who/whom)? →

• I emailed he.
• I emailed him.

Correct: You emailed whom?

Note: You could also phrase this, “To whom did you send the email?” or, “you sent that email to whom?” or, “with whom did you email?” See above.

4. (Who/whom) is she dating?  →

• She is dating he.
• She is dating him.

Correct: Whom is she dating?

5. (Who/whom) will write the podcast notes?  →

• He will write the podcast notes.
• Him will write the podcast notes.

Correct: Who will write the podcast notes?

Test yourself

Won’t I sound pretentious if I use whom?

It’s entirely possible. But there’s a reason I think it’s important to know the difference between who and whom. It’s the same reason I think writers should know proper grammar in the first place: In copywriting, it’s absolutely fine to flout the rules. But you should be aware that you’re doing it.

Consciously keeping your copy conversational rather than grammatically correct should be a choice. Otherwise, it’s a mistake. And readers can often tell.

Recently, when I shared a blog for my client PickFu on social media, I posed the question, “Whom should you poll?” I kept it grammatical because I think it’s slightly jarring — in a good way. It calls attention to itself by sounding slightly off to our American English-speaking ears. And just that split second where a reader does a double-take can mean more engagement on your articles.

Want more grammar help?

If you’re interested in improving your grammar skills, I recommend installing Grammarly. This free browser addition instantly proofreads your texts for correct grammar and punctuation. I wrote about Grammarly and three other helpful writing apps that I use here.

Copywriting is stylistic, so for every rule, there is usually an exception. Oftentimes, to impart a conversational quality, it’s fine to overlook certain grammatical rules — split infinitives like Star Trek‘s “to boldly go” or adverb/adjective confusion like Apple’s “Think Different” may rile linguists, but they’ve proved memorable.

I myself flout grammar rules all the time. I start sentences with conjunctions like but or and. I end sentences in prepositions. But I do adhere to a few principles: Go easy on the exclamation points. Show, don’t tell. And most importantly: never use two sentences when one will do.

I pride myself on keeping copy tight and don’t have patience for useless fluff. Useless fluff is especially prevalent in web copy, where, for SEO purposes, articles usually need to meet a minimum word count. When writers lack something to say, they look for filler words and phrases. They create sentences that take up space but do nothing to impart meaning or convey beneficial information.

The best embodiment of filler and fluff that I can think of is the current occupant of 1600 Pennsylvania Avenue. So let’s use his speaking style as a teachable moment in copywriting.

President Donald J. Fluffington

Our chief executive is often described as a master of branding. There’s no question that decades from now, the “Make America Great Again” slogan will define his term in office. It’s a potent tagline—succinct, aspirational, and indelible. Still, for a president who claims to “know words” and “have the best words,” he has a verbal tic: he uses fluff words as a crutch to fill dead air.

In his first 100 days in office, the president’s most-Tweeted word was great. Who hasn’t seen a clip of Trump touting his “great, great wall on the southern border,” or greeting the “great men and women of our military”? Last year, National Journal analyzed transcripts of Trump’s conversations with world leaders and counted 78 adjectives, including great, tremendous, fantastic, incredible, special, wonderful, terrific, and big.

As Washington Times commentator Wesley Pruden writes,

Hyperbole is the affliction of our age, where life is lived on the surface, entertainment is all and synthetic excitement is as good as the real thing. Why end a sentence with a period, when you can use an exclamation point, or even two? Or three… But even a president — indeed, even President Donald J. Trump — does not live in a world where everything is wonderful, tremendous, fantastic and incredible.

Why fluff has no place in your copy — and how you can fix it

While some may find the president’s speaking style refreshing, more find it vapid and unappealing (check the poll numbers). Like Trump, copy that’s chock-full of hyperbole is difficult to believe and even harder to trust.

As a copywriter, your duty to your brand is to develop a voice that inspires people to respond positively. Positive reactions might mean buying a product, sharing an article, or following the brand on social media. To evoke these reactions, your copy must cultivate confidence, respect, even admiration.

How? First, trim the fat. Strike any sentences that don’t add information, like “you’ll love it,” “the possibilities are endless,” or “there’s something for everybody.” Then, use the Find/Replace function and delete any uses of very and really — you don’t need them. Next, look for any Trumpian adjectives. With each one you find, feel shame. Subcutaneous, loathing, flagellating shame. Finally, demonstrate actual knowledge and writing acumen by transforming your copy from vacuous to valuable.

The following table may help in this endeavor:

If Trump described his border wall as “inventive” or “effective” instead of “great, great,” it would still be a stupid idea. The point, however, is that it wouldn’t sound as stupid.

In truth, your copy may not be able to sell a worthless product or salvage a hackneyed ad campaign. But at least any reflection of your own writing skill will be spared. Write well, even if what you have to write about isn’t “great.”

Don’t just fill space. Say something.

[vc_row][vc_column][vc_column_text]In today’s edition of #WritingWednesday, let’s discuss between and among.

If you’re a grammar nerd like me, you might think you know where this piece is going. The common wisdom is that you use between to describe two things, and among for any quantity greater than two. For example,

This secret is just between you and me.

This secret is just among friends.

However, according to the Oxford Dictionaries blog, this rule of thumb is outdated:

Such advice is now regarded as outdated and out of step with current usage. In fact, as the Oxford English Dictionary (OED) states, ‘In all senses, between has been, from its earliest appearance, extended to more than two’: there’s an example of this from the year 971 (yes, not 1971!). Contemporary authorities (such as Pocket Fowler’s Modern English Usage) advise that it’s perfectly acceptable to use between or among in certain contexts when referring to more than two participants:

✔ He divided his fortune between his four children.
✔ He divided his fortune among his four children.

Both sentences are correct. Who saw that little plot twist coming?

This is not to say that between and among are interchangeable, however. Instead, follow these guidelines:

• Use between whenever you’re talking about a scale or specific points in time. For instance, “This ad is aimed at adults between the ages of 25 and 40,” or “I should make the meeting between 10:00 and 10:15.”
• Use between whenever the entities are distinct. Example: “The budget will be split between paid search, social media, and video,” or “The distance between our office and the client’s office is only a mile.”
• Use among when the entities are collective rather than individually named. For instance, “The clients agreed among themselves to increase the budget,” or “These new blogs are among our best writing samples.”
• Use between whenever you’re describing differences. Examples: “I can’t tell the difference between the old color palette and the new,” or “There is no quantifiable difference between the messages we A/B tested.”

Lastly, note that both these sentences are correct, but they have different meanings:

• I walked between the vendors in the exhibition hall.

• I walked among the vendors in the exhibition hall.

In the first sentence, the vendors were to my right and left as I walked through the exhibition hall. In the second sentence, I was one of many vendors walking around the exhibition hall.

Had you heard the outdated between/among “rule”? Sound off in the comments!
I know I had, but it was one of those “rules” I purposefully ignored most of the time. Now I don’t have to because I know it’s not really a rule! [/vc_column_text][vc_empty_space][vc_column_text]

Want more grammar help?

[/vc_column_text][vc_empty_space][vc_raw_html]JTNDYSUyMGhyZWYlM0QlMjJodHRwJTNBJTJGJTJGd3d3Lmpkb3FvY3kuY29tJTJGY2xpY2stODg1MzY4Ny0xMjcwMzYxNSUyMiUyMHRhcmdldCUzRCUyMl90b3AlMjIlM0UlMEElM0NpbWclMjBzcmMlM0QlMjJodHRwJTNBJTJGJTJGd3d3LnRxbGtnLmNvbSUyRmltYWdlLTg4NTM2ODctMTI3MDM2MTUlMjIlMjB3aWR0aCUzRCUyMjEwMCUyMiUyMGhlaWdodCUzRCUyMjEwMCUyMiUyMGFsdCUzRCUyMiUyMiUyMGJvcmRlciUzRCUyMjAlMjIlMkYlM0UlM0MlMkZhJTNF[/vc_raw_html][vc_empty_space][vc_column_text]If you’re interested in improving your grammar skills, I recommend installing Grammarly. This free browser addition instantly proofreads your texts for correct grammar and punctuation. I wrote about Grammarly and three other helpful writing apps that I use here.[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column width=”1/4″][vc_single_image image=”4827″ img_size=”full” alignment=”center”][/vc_column][vc_column width=”3/4″][vc_column_text]

Author: KIM KOHATSU

Kim Kohatsu is the founder of Charles Ave Marketing, where she brings the power and reach of Madison Ave to small businesses and startups.[/vc_column_text][vc_empty_space height=”10px”][vc_icon icon_fontawesome=”fa fa-facebook” size=”xs” link=”url:https%3A%2F%2Fwww.facebook.com%2Fcharlesavemktg||target:%20_blank|”][vc_icon icon_fontawesome=”fa fa-twitter” size=”xs” link=”url:https%3A%2F%2Fwww.twitter.com%2Fkimkohatsu||target:%20_blank|”][vc_icon icon_fontawesome=”fa fa-linkedin” size=”xs” link=”url:https%3A%2F%2Fwww.linkedin.com%2Fin%2Fkimkohatsu%2F||target:%20_blank|”][/vc_column][/vc_row][vc_row][vc_column][vc_column_text]This article may contain affiliate links. This means that I may make a small commission (at no extra cost to you). All opinions are always 100% mine and I don’t work with any product or company that I don’t use and love. [/vc_column_text][/vc_column][/vc_row]

[vc_row][vc_column][vc_column_text]Even before Charles Ave Marketing became Charles Ave Marketing, I have been the Managing Editor of the Menuism blog. I’m proud to say Menuism has been a client for four years and counting.

In those four years, I’ve managed our team of writers, contributed my own posts, developed content partnerships, and worked with guest bloggers. I was even a guest on the Beyond Your Blog podcast, where I spoke about what I look for in an article pitch.

But in those same four years, I’ve received far more pitches containing what I don’t look for in a guest pitch. Here are some of the worst offenders:

Spam-o-rama

Look, I get it. I might not be the only editor you’re pitching to. But you should act like I am! Don’t send a bulk email that doesn’t even try to hide being a bulk email.

I covered up the email addresses below so as not to publish them. But this person sent me and 39 other people a “pitch” (if you could call it that). My guess is his email provider wouldn’t let him add more. Don’t do this.[/vc_column_text][vc_empty_space height=”10px”][vc_single_image image=”4847″ img_size=”large” alignment=”center” style=”vc_box_shadow_3d”][vc_column_text]

What to do instead: Personalize.

The more personal you can get, the better. Know the person’s name you’re reaching out to. Mention the section of the blog where you think your post would fit. Juliet White wrote a great pitch back in 2013 and we featured her posts on Menuism for almost three years, until she had to step away for personal reasons. She even mentions the Menuism mascot Foodha and his Foodhist philosophy on dessert. Here’s how she got in:[/vc_column_text][vc_empty_space height=”10px”][vc_single_image image=”4846″ img_size=”large” alignment=”center” style=”vc_box_shadow_3d”][vc_column_text]

Not telling me who you are

Most of the pitches I receive are spam. But even some of the non-spam ones have spammish tendencies. One particularly egregious error is not telling me who you are. And if I don’t know that, why should I let you blog on my site?

Actual introductions I’ve seen:

• “This is James Hundson from Canada.” Oh, really, James? I’m not from Canada, that must be why I don’t know who you are.
• “My name is Louise and I manage the blog for SignatureCare. I’ve been a fan of your blog for some time and there seems to be some overlap between our audiences.” Louise neglected to tell me what SignatureCare is, what it does, or where the supposed overlap in our audience lies.
• “My name is Alex. I’m a business blogger on the rise. I noticed that a lot of entrepreneurs try their luck in the blogging industry, so I decided to also share my knowledge and expertise. I feel like your website could give me the exposure I need.” Yes, Alex, your needs come first.

The whole idea of a guest blog is to demonstrate your expertise on a subject. Not including relevant experience helps me determine you are no expert on blogging.

What to do instead: Make a professional introduction.

Don’t simply tell me what you want to write; tell me why you are the person to write it.

Here’s part of a pitch I received and accepted. The writer didn’t know my name, but the rest of his email worked well enough. It told me who he is and what he does, and offered some short but specific insights to demonstrate his knowledge of the subject matter:[/vc_column_text][vc_empty_space height=”10px”][vc_single_image image=”4851″ img_size=”large” alignment=”center” style=”vc_box_shadow_3d”][vc_column_text]Andy’s email contained two typos (can you spot them?), and the awkward phrase “biggest and most variety,” but I overlooked it because that’s what editors are for. You can check out the guest post on Portland wineries here.

Writing badly

Because most pitches I receive are spammers from foreign countries, the errors are a dead giveaway. Some examples:

• “My name is Sadi Turaev and I am food lover.”
• “Myself gracy from India wanted to become active partner by submitting well researched content for your website menuism.com. I have good experience in constructing innovative content related to health. The aim is to develop unique and interesting content which can attract the visitors. Our goal is to provide high quality content that can naturally attract traffic and links. This way we both win!”
• “Hi admin,
  Hope you keeping well, we need guest post on you blog please tell me how much you will charge for per post.
  (menuism.com)
  reply me soon.”

Those are easy enough to spot. But sometimes actual humans don’t take the time to consider that the pitch email is a writing sample, too… and more than likely, it’s the only sample that I’ll ever read.

Here’s one example. The email looked promising; it had a logo at the bottom and came from what looked to be a reputable domain (turns out it’s a scraper site, but I didn’t find that out until many months later while writing this article).

The biggest problem with the email is the writing is so bad. Sure, it’s grammatically correct; the subjects and verb tenses match up. But when an entire email comprises six sentences, and four of them end in an exclamation point, there’s no other way to say this: you’re a terrible writer.[/vc_column_text][vc_empty_space height=”10px”][vc_single_image image=”4845″ img_size=”large” alignment=”center” style=”vc_box_shadow_3d”][vc_column_text]

What to do instead: Write well.

I wish I didn’t have to say this, but if you call yourself a writer, you have to know how to write. It goes beyond spelling and grammar. Good syntax, sentence structure, and clarity are paramount.

Here’s a recent guest post pitch that I accepted. The email itself speaks to the quality of writing I can expect from a future blog. It uses colorful language that conveys passion for and proficiency of the topic.[/vc_column_text][vc_empty_space height=”10px”][vc_single_image image=”4848″ img_size=”large” alignment=”center” style=”vc_box_shadow_3d”][vc_column_text]

In summary

For a pitch to work, it has to be personalized. It’s okay to start from a template, as long as you verify that each field works for each email. For those of you with experience writing messages on dating websites, it’s a lot like that – you have a basic intro paragraph that you copy/paste, but you customize each outreach by including a name, something that caught your eye, and where you think the attraction may lie.

Similarly, when you pitch a guest post, talk about the site you’re pitching, why your article is a good fit, and why you’re the person to contribute it.

Include your relevant experience. It’s not enough to say you’re a blogger or a writer. What is your blog about? What inspired you to start it? Don’t assume I’ll seek these details out myself – I won’t.

Treat the pitch as its own writing sample. Choose your words carefully. Keep it concise. Proofread.

Pitching is a numbers game; you have to be patient and pitch many editors. But looking at each site’s submission guidelines and following them exactly will be a more efficient use of your time than writing one boilerplate email and using the “spray and pray” method. You’ll see more responses, and from better and more reputable sites.[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column width=”1/4″][vc_single_image image=”4827″ img_size=”full” alignment=”center”][/vc_column][vc_column width=”3/4″][vc_column_text]

Author: KIM KOHATSU

Kim Kohatsu is the founder of Charles Ave Marketing, where she brings the power and reach of Madison Ave to small businesses and startups.[/vc_column_text][vc_empty_space height=”10px”][vc_icon icon_fontawesome=”fa fa-facebook” size=”xs” link=”url:https%3A%2F%2Fwww.facebook.com%2Fcharlesavemktg||target:%20_blank|”][vc_icon icon_fontawesome=”fa fa-twitter” size=”xs” link=”url:https%3A%2F%2Fwww.twitter.com%2Fkimkohatsu||target:%20_blank|”][vc_icon icon_fontawesome=”fa fa-linkedin” size=”xs” link=”url:https%3A%2F%2Fwww.linkedin.com%2Fin%2Fkimkohatsu%2F||target:%20_blank|”][/vc_column][/vc_row]

Welcome to #WritingWednesday, where I talk about ways to improve your copywriting.

In this inaugural post, I address one of my biggest pet peeves: mistakenly referring to a business as some unquantifiable they, rather than a proper it.

It sounds so conspiratorial – who are they? Do you mean a business’s management team? A restaurant’s chefs? If that’s the case, by all means, use they.

But in most cases, to refer to a business as an entity, you should use it.

To all the Mitt Romneys out there, I realize that in America, “corporations are people, my friend.” But even to accept that premise, a corporation is a single entity, making it “a person,” not a plural entity of “people” (although it’s comprised of people).

Indeed, it’s common parlance to hear something like, “I only go to McDonald’s because I like their fries.” But just because it’s common doesn’t mean it’s right – certainly not when you’re writing for business about business.

To illustrate the point, I visited the New York Times‘s business section online to grab an example from today’s news. Emphasis added is mine:

Deutsche Bank had said that it would no longer finance so-called mountaintop removal projects, which involve extracting coal from the surface of mountains, often leaving large gashes in the landscape. But its public policy stopped short of the commitment to a broad retreat that many of the other large banks had made.

In the same paragraph was this sentence:

Other large banks, including JPMorgan Chase and Bank of America, revised their policies to reflect a broader pullback from coal mining.

Keep in mind that because JPMorgan and BOA are grouped together (making the subject plural), they is the proper word.

It all begs the question – why is it so common that we call businesses “they,” anyway?

I can think of three reasons. The first is that in business, people take all the actions. When Deutsche Bank decided it wouldn’t finance mountaintop removals, the move was likely by the direction of the board or a company officer. However, because the decision-maker is not specified, and the company is referred to in the abstract, the “it rule” still applies.

The same article provides an example where the people are specified, calling for “they”:

Last week, six senior members of Deutsche Bank’s metals and mining investment banking team, which was responsible for overseeing deals in the coal industry, said they were decamping for Jefferies, a smaller, scrappy New York investment bank…

Another underlying cause is that in order to sound more friendly and approachable, companies often talk about themselves using the inclusive we. Watch a few commercials, and you’ll almost certainly hear, “At Company X, we believe…” I’ve certainly written that way about my own clients for years. It’s an effort to humanize that which isn’t human – a brand.

Finally, a sometimes cited reason for the it/they conundrum is a difference in British English and American English. Several sites I found claimed that it’s more common in the Queen’s English to refer to a corporation as they.

However, after spending just a few clicks on bbc.co.uk, dailymail.co.uk, and telegraph.co.uk, it’s clear that all three news outlets refer to a business as a singular it.

Still, it made me think back to that iconic Frankie Goes to Hollywood t-shirt:

Alluding to the song “Relax,” the 1984 shirt caused confusion among American fans who didn’t understand why Frankie Say Relax, rather than Frankie Says Relax. But Frankie wasn’t a guy; it was the band. None of the British band’s members were named Frankie, either. So maybe that British/American explanation has some merit.

Whatever the reason, Charles Ave Say A Business Is An It, Not a They.