In journalism -- my old field -- business and the editorial product are kept separate. Really separate.
So it's been surprising (and encouraging) to see that so many things I learned in newsrooms have widely accepted practical value in "real" business.
Today's case-in-point: The 7-Point Checklist for Powerful Landing Page Copy from internet marketing software company Hubspot.
Each of the seven points in Corey Eridon's blog post has a twin in the tenets of journalism. For instance:
- Eridon writes "Use action-oriented language;" journalists know that active voice is 50 times better than passive voice. Maybe 60.
- She also encourages "value-oriented language," the "so what" of web copy. Journalists call that "so what" part of every story the "nut graf" (some spell the second word with a "ph" on the end, but most of my former colleagues and I preferred the "f.")
- "Go for Clarity Over Creativity." In my editing days, I can't tell you the number of times I said something like this to a writer. And it's even more important now, as internet readers seem to get more impatient every half hour.
So that covers three of the tips, and the other four correspond, as well. Perhaps this is because good writing is good writing, no matter where it appears or what its purpose is.
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