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Better English 53
Timely Communications Tips
January18, 2011
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NEW YEAR'S GIFT
-- INCENTIVIZE TO MONETIZE
-- I NEED YOU TO CALL ME BACK
-- HOW IS YOUR SWIPE FILE?

Here's some help with staying on target with your resolutions. Download this 2011 poster from my accountant friend Don Moragne at CEO Cessions. Post it on your wall and track your progress every day.

INCENTIVIZE TO MONETIZE
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 In an article about the private security crew at San Francisco Airport, one employee is quoted: "We have to be good--equal or better than the feds. So we work at it, and we incentivize."

"Incentivize" is a transitive verb, so it takes an object. And the dictionary says it means to provide an incentive.

It reminds me of the many marketers who use "monetize" and "monetization" to mean making money out of something like a teleseminar. But "monetize" means to convert something into currency.

I don't know about you, but their language is giving me incentive to make more money ties in 2011.


I NEED YOU TO CALL ME BACK
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 I call that telephone message my first dislike of the year. She is with a real estate closing company who obviously thinks I'm taking too much time with the process.

What ever happened to "Can you please return my call?" or some similarly civil request?


HOW IS YOUR SWIPE FILE?
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 Some advertising copywriters say that the best way to improve is to copy the successful. So they keep a swipe file of marketing ideas, ads and headlines that have worked in the past. And they vary them to fit their own purposes.

Do you have a new swipe notebook for 2011?

I started mine in December with this phrase I can certainly use again.

"Financial Times" writer Matthew Garrahan quotes producer Thomas Tull, who has a nice co-finance deal with Warner Brothers.

"Our nickel sits next to their nickel," says Mr Tull.

Later, Dan Balz, writing in the January 7 "Washington Post," about the new White House chief of staff,William Daley, offered two gems. He said that before Daley, tough Rahm Emanuel "wasn't afraid to break crockery." Moreover, Balz praised Daley's people skills to go with his "genetic understanding of politics."



Yours sincerely,
Barry Beckham


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