Why Use Active Verbs Instead of Passive? This is part 3 of a 3-part series by my team editor Barbara McNichol on communicating clearly and writing like a pro. During the summer months of June, July and August, I’ll post a 3-part series on helpful writing tips by Barbara. You’ve probably been urged to use active verbs when you write but do you know why? Because sentences written with active verbs: Clearly spell out the action being performed and who is doing it. Convey the ideas more quickly and directly than passive sentences. Frequently require fewer words than passive sentences when space is limited. Two clues help you identify “passive” use…
Communicating Clearly. This is part 2 of a 3-part series by my team editor Barbara McNichol on communicating clearly and writing like a pro. During the summer months of June, July and August, I’ll post a 3-part series on helpful writing tips by Barbara. Do you find that at times the spoken language slides into your writing, but often the words selected aren’t the exact fit for what you mean? Do you have trouble communicating clearly in your prose? Consider these sentences: How many executives do what they feel will win approval? The public feels certain people shouldn’t be in the workforce. Given the context, is “feel” the correct word to express the…
Better writing skills: My team editor Barbara McNichol is passionate about teaching self-publishers how to write like a pro. During the summer months of June, July and August, I’ll post a 3-part series on helpful writing tips by Barbara. Have you ever wondered about the distinction between “like” or “such as” in your writing? Here are two phrases to consider: . . . the answers that so-called geniuses like / such as Newton seem to embody. . . . centuries of innovations like / such as the airplane and the space shuttle have resulted. In these examples, “such as” is preferred over “like” because the word…
This month my friend, client and colleague Joe Sabah graciously contributed this article on how to create book titles. Sometimes independent and self-publishers struggle with this process, and Joe has offered some helpful tips. Even though this article was written in 2006, it is very applicable today. Why does one book become a best seller while another flops? Consider this title: Inside the Ropes. A coffee table book priced at $40 with hardly any sales. Before we go on, what do you think Inside the Ropes is about? First answer from many people would be Boxing. When the author was asked “What’s it about?”…
When discussing color with clients I’ve discovered some common color terms are misunderstood or confused with other definitions of a general or broader use of the terms. Some of these terms are very specific when used in the context of color theory and design, but may have quite different meanings in the minds of the general public. Tint In color theory a tint is a color with white added to it; a lighter version of the specific color. When white is added to red it will results in pink, which is a tint of red. In general use, a tint…
In this second part of a two-part series, you will learn what items to consider before you register a trademark for your logo, brand name or business name, and why you might want to hire an attorney to help you. Before you apply for federal registration, be aware that not everything can be registered as a trademark. Here is the link to part one of this series. Some Things to Be Aware of Before Submitting Your Application to register a trademark The mark in your application must not be easily confused with another already registered mark on two different counts: 1) the marks…
After reading about another local trademark infringement case, I thought I would provide basic facts and information on how to trademark a logo, brand name or business name. So I listened to a presentation by the United States Patent and Trademark Office (USPTO), and have posted my notes below. But first, here’s a little background on the local case. In November 2015 Jerry Cunningham, the owner of Q Publishing, the parent company of a 40-year-old magazine, OUT FRONT, filed suit against Outfront Media, Inc., a billboard company. The name and the logos look very similar. Although OUT FRONT magazine has been using…
Before you produce a marketing piece you may want to consider the following steps to save time and money. For over 25 years I have been helping solopreneurs and small businesses with brochures, postcards and campaigns. We guide our clients through these steps to produce stunning designs with compelling content in a timely fashion within their budgets. Here’s how we do it: Produce a Marketing Piece by Starting at the End! Ask yourself, “What is the final format that I need?” Is it printed piece, a slide show, postcard, e-mail blast, etc.? Consider the time frame for each phase of the job. How much…
This month I’m shining the spotlight on a recent client project, and to explain how to make a memoir paint an exceptional picture of someone’s life. Gene Rhodes wrote a comprehensive memoir of his dad, Billy Rhodes—an adventurous spirit who passed at a relatively young age. Gene meticulously compiled his dad’s diary, letters, old photos, documents, hand written notes and log books into a 320-page record of Billy’s life. Gene came to us in 2011 for help with laying out the book interior, designing the cover and to learn how to make a memoir rise above others through excellent design and production techniques….