Because grant writing is one of my services, I often talk with people about their expectations regarding grants. Through these conversations, I have come to realize that grants are somewhat misunderstood by both for-profit companies and nonprofits. However, you will have a much easier time writing a grant proposal (and will be more likely to get funded) if you clearly understand what grants can and cannot do for you. Here are some myths I’ve heard, and the truth behind them.

Myth #1: The Federal government has grant funds available to help your for-profit business.

The Federal government may offer grant funds for a business to carry out certain specific tasks, but does not provide funding to help you start or grow your business. For more on this topic, see this Grant Writing Center article, “Are You Eligible for Government Grant Funding?” If you want to investigate government grant funding, check out Grants.gov. You can look for grant opportunities outside of those offered by the Federal government at the Foundation Center website.

Myth #2: Once you have secured grant funding, you can access it year after year.

Typically, you need to reapply for funding each year, and funders can (and do) deny funding after awarding it in previous years.

Myth #3: Once you have secured funding, the hard part is over.

Throughout the grant period, you need to manage funds so that the money is spent in the way it is spelled out in the grant. You also need to prepare and submit financial and other types of reports, some of which may be fairly extensive. If you are managing several grants, reporting can take up a good portion of your time.

Myth #4: Grants provide the majority of funding for nonprofits.

Savvy nonprofits know that grants can provide a certain portion of funding, but that a strong donor base is the best and most consistent source of revenue  available. The ideal arrangement is a combination of the two.

Myth #5: You can specify what you want a grant to cover.

You cannot create a grant to suit your needs. Funders have goals, and create grants to meet them. They look for organizations that can carry out the work necessary to do so. Potential grantees should look for funders whose goals they can meet through their programs.

What other grant myths can you think of? Let me know in the comments!

About the Author: Karen Marcus, M.A. is a Northern Colorado copywriter who has been helping clients in a wide range of industries to put their best word forward for 13 years.

Need assistance with a grant? Karen can help! Click here for contact info.

At its simplest, word count is just a number: the number of words in your case study, brochure, website page, or e-book. You may wonder, then, why you need to be concerned about it. It’s the number of words; so what? When you are preparing to write a document, you should know the intended word count for several reasons:

1. The length indicates what kind of document you are “really” writing. If your boss asks you to put together a five-page white paper, for example, what she may actually have in mind is a product brief or brochure. Each type of document requires different content, and it’s helpful to know what type you’re dealing with before you begin.
2. You need to make sure your text can be accommodated by the design. Say you’re putting together a single-sided data sheet. Even if a normal page of text is 500 words, those 500 words are going to have to be pretty tiny once you take into consideration any images, graphs, tables, or other design elements that also need to be included.
3. The intended length can help you determine the right level of detail, and how much research you’ll need to do. I recently got an assignment for a 25-page document. Just based on the number of pages, I knew I’d have to conduct several interviews to develop the right level of detail.

Here are some guidelines for how long each type of document should typically be. Keep in mind that one 8.5″ x 11″ page of 11 point, single-spaced copy is about 500 words.

• Article: About 500 words, may be longer depending on the context
• Bio: About 200 words
• Blog Post: At least 300 words, no more than 700, unless you can be pretty sure your readers will stay interested (formatting can help here—be sure to include brief paragraphs, bulleted lists, and white space)
• Brochure: For 8.5″ x 11″ pages, about 300 words per page (assuming graphics will be included on each page); for a standard tri-fold, about 700  words total
• Business Proposal: There is no real standard for this. It  depends on how much you have to say. Just be sure not to say any more than you need to.
• Case Study: As few as 400 words, up to about 1,200
• Data Sheets: About 300 words per page
• E-book: There is no real standard for this. It  depends on how much you have to say. Just be sure not to say any more than you need to.
• Grant Proposal: No more than the limit stated in the RFP, no exceptions!
• Press Release: Between 300 and 450 words
• Web Page: At least 300 words
• White Paper: Somewhere around 10,000 words

Did I forget any? Let me know in the comments!

About the Author: Karen Marcus, M.A. is a Northern Colorado copywriter who has been helping clients in a wide range of industries to put their best word forward for 13 years.

Need assistance with your word count? Karen can help! Click here for contact info.

If there’s one thing that can help you be more successful in writing, it’s careful planning. Before you even begin researching or drafting a website, blog, article, brochure, case study, elevator speech, e-book, grant proposal, or other business document, you need to ask yourself some basic questions. Here are a few to get you started:

1. What’s your purpose?

There are many reasons to create a document, including to sell, to inform, or to educate. Be sure you know what your reason is and craft your document accordingly.

2. What’s your timeline?

Know how much time you have to develop your document, and plan your schedule accordingly. Be sure to allow enough time for research, drafting, reviews, and revision.

3. What kind of document do you need?

Some types of information are better suited to particular types of writing. For example, maybe you want to promote a new line of services. You could introduce them in your blog, but perhaps a series of press releases would be more appropriate. Consider the information you want to convey before deciding how to convey it.

4. Where will the document be placed?

Document placement will determine a lot of what you write. A data sheet for a new product placed as a PDF on your website should read differently than a similar document printed out to be distributed at trade shows. Think about who will be reading the document, what other documents they will have access to, and at what point in the sales cycle the information will be introduced.

5. Who is your audience?

Your audience’s concerns are of primary importance. Find out as much as you can about your target readers, and shape your document to address their needs.

6. Who is your hidden audience?

Did you know you have a secondary audience that you might not have considered? A secondary, or hidden audience can include your boss, your client’s client, your client’s advisers, sponsors, or competitors. It can be tricky to write with them in mind, but you can get yourself into trouble if you don’t.

7. What’s your core message?

Your company or organization should have a core message that gets reflected in every piece of communication. Know what it is, and state or imply it in your document.

8. What’s your main message?

Your main message is specific to the particular document you’re working on. What is the one thing you want readers to remember after reading your document? Identify it and make it clear in your writing.

9. Where will your information come from?

It’s hard to write a document with no information! Be sure you know where you can gather the data you need, whether it’s from your own knowledge, through interviews, or based on research.

10. What’s your hook?

Your document will be useless if no one reads it, so be sure to develop a great opening line, or “hook” to interest readers and keep them reading.

What are some other questions you ask yourself before starting a writing project? Please share in the comments.

About the Author: Karen Marcus, M.A. is a Northern Colorado copywriter who has been helping clients in a wide range of industries to put their best word forward for 13 years.

Need assistance with your business document? Karen can help! Click here for contact info.

We all know that what other people say about you carries more credibility than what you say about yourself. Many businesses understand this, and display testimonials or customer quotes on their websites and other promotional documents. But, a testimonial only says so much. Yes, they contribute validity to your message, and are great to have, but consider taking the strategy of third-party commentary a step further.

A case study, also known as a success story, is a great way to show that people are saying nice things about you in a more concrete and relatable way. A case study tells the detailed story of one customer’s experience with your products or services. With a story format, readers become more invested and can imagine themselves in the place of your featured customer. In other words, they can begin to imagine doing business with you. Here are some tips for writing a case study of your own:

Present the Problem

Open your case study with an introduction to the customer: who they are, what they do, and why they needed your products or services. Remember, you are trying to create a picture that readers can make themselves a part of, so be specific in terms of industry, size, customers, and competition. Then, present the problem that they were trying to solve when they found you.

Outline the Choices

Chances are, when your case study customer was looking for your products or services, they found others who could provide them as well. Mention who those “others” were, what they had (and didn’t have) to offer and why your customer chose you.

Show the Solution

Describe how your products or services solved your customer’s problem. Here’s your chance to really show how you shine: mention product names, service packages, or special implementations. Spell out any special offers, or situations in which you went above and beyond, or helped the customer to select the right product or service for their needs.

Quote the Customer

A good case study will have plenty of direct quotes from the customer. How do you get these quotes? The best way is to conduct an interview. Let them tell the story of how you helped them in their own words, then use those words to help you relate that story to your prospects. (By the way, it’s always a good idea to let your customer review a case study before you publish it.)

Reveal the Results

Here’s a great place to use facts and figures to help you tell the story. Did your product help the customer increase profits by 50%? Mention it! Did your service allow the customer to generate 100 additional leads per month? State it! You might want to use charts or graphs here to illustrate your points.

Has your business benefited from a case study? Please share in the comments.

About the Author: Karen Marcus, M.A. is a Northern Colorado copywriter who has been helping clients in a wide range of industries to put their best word forward for 13 years.

Need assistance developing a case study? Karen can help! Click here for contact info.

So, you’ve done the legwork and found a fantastic prospect. You’ve communicated your value and shown how it can contribute to the prospect’s success. You’ve discussed a specific project to partner on, and the prospect has requested a business proposal. Congratulations! This is great, right? “Right,” you might be thinking, “but how do I make sure my proposal leads to a sale?” Read on for some tips on doing just that.

It’s Not About You

Keep in mind that a business proposal is a promotional document. As with all promotional documents, it’s not about you; it’s about how you are going to make the reader’s life easier. With a proposal, you should spell out how your specific services will meet their specific needs in this specific situation. The best way to make sure your proposal does this is to have a thorough conversation with your prospect before writing it. Ask them things like what their deadlines are, how involved they are willing to be, how often they expect to meet with you, what constitutes “success” on this project for them.

Structure

Each business, and therefore each proposal, is different. But, there are some basic elements that should probably be included in your proposal:

• Background / Objectives – Describe why the project is needed, and what the outcomes are expected to be.
• Solution – Describe how your services will produce those outcomes.
• Process – Describe how you will perform your services.
• Pricing and Payment – Clearly spell out your fees and explain how they are to be paid.
• Next Steps – Explain what needs to happen to start the project.

Be Specific

Throughout your business proposal, be as specific as you can. What are the deliverables? What are the steps involved? Who will perform them? What is expected of your client? When will the project be completed? What happens if things don’t go as planned?

Follow Instructions

If you are responding to a Request for Proposal (RFP), follow instructions to the letter, for format, supporting documents, information to be included, etc. Don’t make the mistake of thinking you are an “exception.” You’re not, and the last thing you want is to write a great business proposal that doesn’t get considered because you failed to meet the criteria of the RFP.

Take Your Time

While it is important to deliver a business proposal in a timely manner, it is also important to get it right. Take the appropriate amount of time to develop a sound proposal that will wow your prospect and win you the sale.

What are some of your business proposal best practices? Please share in the comments.

About the Author: Karen Marcus, M.A. is a Northern Colorado copywriter who has been helping clients in a wide range of industries to put their best word forward for 13 years.

Need assistance developing a business proposal? Karen can help! Click here for contact info.

Even among really smart people with great businesses, I often hear the lament, “I don’t know how to talk about what I do.” Sometimes you can be so close to your products and services that it’s hard to communicate about them in an understandable way. The solution, and the key to promoting your business clearly and consistently, is a strong core message. Once you have a core message developed, you can use it to reinforce your position throughout your promotional materials, like newsletters, brochures, social media, your website, your elevator speech, and your blog.

It is important to do this not just to achieve more “touches” (interactions with prospects), and therefore more sales, but also to build credibility. When contacts or prospects see the same message broadcast on your Twitter page, on your website, in your blog, and in your newsletter, they can be confident that yours is a legitimate business. Even if your business IS legitimate, you may be turning people away if your promotions don’t reflect it.

So, what is a core message, and how can you develop one? Here are a few tips to get you started:

Start With the Basics

A core message should contain the following information:

• Who you are
• Who you serve
• What you do
• How you do it

Here’s an example: “Final Draft Communications helps business, nonprofit, and marketing professionals to communicate their value by developing polished, professional written documents that reflect each client’s unique, authentic voice.”

Ask Around

For such a brief statement, a core message can be harder than it looks to create. Some companies provide many services and don’t know how to identify them in a unified way. If this is the case for you, ask yourself what all your offerings have in common. Not sure who your target market is? Try developing a persona and “asking” that person what they most want to know. And, if you don’t know what your value is to your clients or customers, ask them!

Test It

Once you have developed a core message, run it by customers and colleagues to see if they feel it reflects who you are and what you do.

Use It

Now that you have a core message that has been given the stamp of approval, use it as a starting point for all your promotional materials. Keep in mind that you don’t have to use the exact same wording each time, but you should try to convey and expand upon the same ideas. For example, using my core message above, I might want to say in a brochure that I write, “clear, compelling documents,” rather than “polished, professional documents.” The idea is the same, and is compatible with my core message.

Refine It

Even with a stamp of approval, you may not get your core message 100% right the first time around. Also, every business changes over time. Return to your core message every so often, and make sure it still accurately reflects what you have to offer.

What have been your experiences with using a core message? Please share in the comments.

About the Author: Karen Marcus, M.A. is a Northern Colorado copywriter who has been helping clients in a wide range of industries to put their best word forward for 13 years.

Need assistance creating a core message? Karen can help! Click here for contact info.

Every business writing situation is different. You will naturally alter your strategies for a website versus a brochure, a blog, a press release, or an e-book. The ways to achieve writing project success will vary from document to document as you consider things like context, audience, structure, placement, and purpose. But, there are some common elements that can be used for most business writing tasks. Here are a few:

A Great Hook

The opening lines of your document (also known as your “hook“) are key to establishing interest. If readers like your opening lines, they are much more likely to keep reading. Start with the piece of information you think they’re most interested in, and think of a way to say it that will draw them in.

Logical Chain of Ideas

Once you have the hook established, move to your next idea in a logical manner. Make sure each new idea flows logically from the one before it. It is tempting to jump right to your call to action, or the solution you are offering, but your solution will be more desirable if you first remind readers of why they need it.

Incremental Buy-in

Give readers a chance to digest each new idea. You might include a question (e.g. “Wouldn’t you agree?”) or an acknowledgment of a statement that might be hard to swallow. For example, let’s say I work for a homeless services agency, and I’m requesting donations. As part of a donation request letter, I might reveal that, nationally, one out of every 50 children are homeless. Because this is a shocking statistic, I could follow that statement with another: “Many people don’t want want to believe it’s true, but, sadly, it is.” With my follow-up sentence, I’ve given readers an opportunity to buy in to my assertion enough to continue reading.

Strong Transitions

Continuing with the above scenario, and assuming I’ve given a number of other statistics in my letter, my next paragraph could start with, “You can make a difference.” I’m helping readers to understand there is a problem (homelessness), providing them with information that elicits and emotional response (sympathy), and then transitioning to how they can respond to that response (by making a donation).

Call to Action

Don’t leave your readers hanging. Let them know what comes next, and be specific about it. Instead of “sign up,” say, “sign up today by visiting our website at www.blahblahblah.com and clicking on ‘contest.’”

What strategies do you use throughout your business writing? Please share in the comments.

About the Author: Karen Marcus, M.A. is a Northern Colorado copywriter who has been helping clients in a wide range of industries to put their best word forward for 13 years.

Need assistance making your business writing more effective? Karen can help! Click here for contact info.

As we all know, there is a lot of information out there. Readers can choose to read your blog posts, e-books, brochures, newsletters, or someone else’s. There are any number of factors that determine who reads what, such as interest level, ease of access, and the reader’s previous relationship with the author. Another factor is simplicity.

Using simple language in your promotional materials can attract more readers, AND help those readers take the actions you want them to take. Simple writing doesn’t mean you’re assuming your audience is stupid. Rather, you are assuming they are busy and have a lot on their minds. In writing simply, you are making their lives easier, rather than more stressful. Here are a few strategies for simplifying your language:

Shorter Sentences

Keep sentences brief and to the point. If you notice you are using a lot of commas to separate clauses, think about breaking them up into shorter sentences.

Simpler Words

Look for longer words or phrases and replace them with simpler synonyms. For example, try “use” in place of “utilize.” Replace “we are in receipt of” with “we received.” For more suggestions for fat-free writing, follow Jane Dominguez of The Write Business Advantage on Twitter (@WriteAdvantage).

Obvious Transitions

Make it clear how one idea relates to the previous one. Use a generous number of words and phrases like “so,” “therefore,” “but,” and “resulting in.”

Draw Conclusions

Don’t assume that readers know everything you know. For example, you may be tempted to write, “The new Widget 1000X can help you generate additional revenue.” Instead, spell it out by writing, “The new Widget 1000X provides faster-than-ever widgetizing of your woodgets. You can produce and sell twice as many woodgets, and generate that much more revenue.”

Walk Readers Through the Process

Most promotional documents are designed to sell something, right? Make it easy for readers to do business with you by walking them through the sales process. One of my clients recently developed a document with graphics that show the three-step process used to get an estimate from her company: (1) Call the company to set up an appointment. (2) Receive a consultation. (3) Receive a proposal. It doesn’t get much simpler than that.

What are your strategies for using simple language? Please share in the comments.

About the Author: Karen Marcus, M.A. is a Northern Colorado copywriter who has been helping clients in a wide range of industries to put their best word forward for 13 years.

Need assistance simplifying your writing? Karen can help! Click here for contact info.

The word “disruptive” may evoke a number of unpleasant scenarios: an unruly child preventing classmates from learning; an unhappy customer causing a scene; a disgruntled employee derailing a meeting. But, disruption doesn’t have to be so extreme. Disruption can simply be an interruption, or something unexpected. This phenomenon is demonstrated in disruptive marketing, which can be defined as simply “doing business uncharacteristically”; and disruptive technology, which Wikipedia defines as “innovations that improve a product or service in ways that the market does not expect.”

Using disruptive language means using language in unexpected ways in order to catch and retain readers’ attention. Here are some ways you can try it:

Use Words in Unexpected Ways

Within the last week, I heard the word “frothy” used to express exuberance in two different contexts: “frothy materialism,” in reference to Sex and the City, and the “frothy mix of benefits” of video marketing. Maybe I’m out of it, but I had never heard the word used that way before, and both times it caught me by surprise. It made me pay closer attention to the material being presented, and the creative use of language made me respect it more. See if you can find ways to use familiar words in unexpected ways.

Try a Surprising Analogy

Use an analogy that’s not expected. This is where your observational prowess comes into play. Try incorporating situations from the world around you into what you’re writing about. But, at the same time, keep them relevant. For example, in marketing to a nostalgic audience, you might compare the perfect roundness of your widget to that of the buttons on their grandmother’s cardigan.

Swear

I have seen swearing overused in building a brand, and don’t recommend taking it to that extreme, as it gets old after awhile. But, a well-placed f-bomb or s-bomb, or other bomb can be surprising and entertaining, while helping to get your point across. Be sure to know your audience, though. If they will be offended, this strategy could backfire on you. But, try it when you are 80% or more sure your audience will be receptive.

Invent a New Structure

Instead of problem/solution or features/benefits, how about a case study/case study/case study structure for your corporate brochure? Or how about nothing but testimonials on the home page of your website? Naturally, you’ll need to think about the purpose, context, and audience for your piece, but a new structure might just be refreshing and effective.

Employ Humor

Everyone loves to laugh, so try inserting something funny in your copy. Once again, consider your readers and whether or not they will welcome this kind of diversion. If it seems appropriate, put on your jester’s cap as you write.

Have you tried using disruptive language in your copywriting? Please share in the comments.

About the Author: Karen Marcus, M.A. is a Northern Colorado copywriter who has been helping clients in a wide range of industries to put their best word forward for 13 years.

Need assistance using disruptitve language? Karen can help! Click here for contact info.

Say you’re writing a sales brief to promote the latest product your company has developed. You have engaged in careful planning to determine the target audience, purpose, scope, and context for the document. You have done your research. You have conducted thorough interviews. And, now it’s time to hit the keyboard. But, where do you start? Ideally, you start with a great hook. That is, the first attention-grabbing line of the document that makes your audience want to read more.

Creating a good hook is not easy. Some experienced writers don’t even get it right. But, it’s important to do so in order to gain audience attention, set the tone for the piece, and draw readers in. Here are some tips for creating a good hook:

Take Your Time

A hook is not something like a fact or a feature that is readily accessible. If you ask your subject matter experts what the “hook” for your piece is, they probably won’t be able to tell you. There is no formula. So, you need to figure it out. Sometimes it will become clear during the research or interview phase, when you find that one piece of information that is so compelling, you know it’s the riveting nugget you’ve been seeking. Sometimes, though, it is elusive, and you will need to ask more questions or study your research a number of times before it emerges.

Tune In to WIIFM

Often, the hook can be crafted based on the piece of information your audience wants to know most.  Use the What’s In It For Me (WIIFM) approach to determine what that piece of information is. Audience analysis or invoking your persona should reveal some clues as to your readers’ concerns and problems. Your hook could be a restatement of those concerns, or ways to address them.

Take It to an Extreme

Have you ever noticed that the funniest ads take things to an extreme? This gum is SO JUICY AND FLAVORFUL that we are going to send out a squad to make you spit it out. This body spray is SO ATTRACTIVE TO WOMEN that they will drop everything and come running to you when you wear it. This van is SO COMFORTABLE that you will want to spend time in it even when you’re not driving. Try thinking of your product or service in terms of hyperbole to generate a good hook.

Dig Deep

What does your product or service do for people? What does it REALLY do for them? What does it REALLY, REALLY do for them? A virtual assistant service helps people with their administrative tasks without the overhead of having someone on staff. What the service REALLY does is take tasks of people’s plates so they can focus on their core competencies. What it REALLY, REALLY does is help people stressed-out professionals sleep better at night. If you were a stressed-out professional, wouldn’t you keep reading if you came across a document that asked, “Ready for a good night’s sleep?”

Consider Context

Your hook could be an analogy, quote, interesting fact, humorous story, or other element. Once you have one in mind, check it against the context of your document. Is it something your audience can relate to? Does it serve your purpose (sales, information, education)? Does it lead well into the next sentence and paragraph, and help readers know what to expect from the document as a whole? Discovery of a catchy, clever hook can be exciting, but be sure to consider practical matters as well.

What are some of your strategies for finding a good hook? Please share in the comments.

About the Author: Karen Marcus, M.A. is a Northern Colorado copywriter who has been helping clients in a wide range of industries to put their best word forward for 13 years.

Need assistance developing a hook? Karen can help! Click here for contact info.