Words are the voice of the heart.
Confucius
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Courage doesn't always roar. Sometimes
courage is the quiet voice at the end of the
day saying, "I will try again tomorrow."
Mary Anne Radmacher
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It is not the voice that commands the story:
it is the ear.
Italo Calvino
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With all the social medial tools at our
fingertips today, it's easier than ever to
give voice to your ideas. The tools are fun.
They're professionally rewarding. But they
can also be overwhelming. The trick is to
have a plan for how you use Facebook,
LinkedIn, Twitter and all the others. That
plan will also help you make good use of the
next new "must-do tool" coming our way. (You
just know one is
in the works.)
Like GPS or e-mail when they burst on the
scene, these tools can enhance our work and
play in ways no one could have imagined a just a
few years ago. How do you use social media to
your advantage?
Share your thoughts and you could win a
High Point Creative messenger bag loaded with
summer fun.
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| HOT POINT |
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Social Media Beats E-Mail
Social networking has overtaken e-mail as the
most popular Internet activity, according to
a March 2009 study
(PDF) by Nielsen. The study shows that Web
users spend about one in every six minutes at
a social
site like Facebook, MySpace, Twitter and all
the major blog networks. Active use of these
"member communities" is estimated at 67%,
while e-mail use is at 65%. For online
marketers, shifting measurement from "pages
viewed" to "time spent" will require a new model
that joins the conversation instead of
interrupting it.
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| TRY THIS |
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Make the Most of LinkedIn
Recruiters confirm that using LinkedIn is
becoming key to filling open positions.
Unsure how to effectively tap into the
resources of this social networking site?
Check out these articles
offering tips for finding a job through LinkedIn:
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| WORDWISE |
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The Difference Between Voice and Tone
In the world of marketing communication, it's
important to consider how voice and tone
affect writing – and how that impacts
outcomes. Voice is who readers hear talking
when they're reading something ... the
personality and style behind the writing.
That might be institutional, authoritative,
academic or personal. Tone is more the mood
or attitude communicated by the writing ...
informative, cajoling, persuasive or
humorous, just to name a few. Consider these
distinctions between voice and tone.
Voice: Your mother
Tone: Your mother using your full name
Voice: Your boss
Tone: Your boss asking you to work
over the weekend
Voice: Your doctor
Tone: Your doctor giving you good test
results
There's no single right combination. But a good
writer can adjust the voice and tone to match
the needs of the project in a way that gets
readers to respond appropriately.
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| HIGH POINT HIGHLIGHTS |
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Synovis Surgical Innovations
Recently, Sight
Marketing developed a marketing campaign
for a new Synovis Surgical
Innovations product, and they looked to
High Point Creative for the copy. We provided
the tagline as well as catchy headlines and
compelling copy for an advertisement, banner,
leave-behind and landing page.
Deluxe Corp.
When Deluxe
needed a Web overhaul to reflect its new
voice as a growth engine for small businesses
and financial institutions, Popular
Front brought in High Point Creative to
write the site's fresh content. The result: a
newly energized portal for the new Deluxe.
Phone: 651-426-4012
E-mail:
newsletter@highpointcreative.com
Web:
www.highpointcreative.com
On Point: Subscribe
now or find
previous issues in the archive.
About: For 20 years, High Point
Creative has delivered smart creative
solutions with a focus on strategic thinking,
effective copywriting and flawless execution.
Look to us to provide the right words for
your next project.
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