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Table of Contents

Lead Story

Data breaches, more than bad publicity

News

Industry Update

Insuring against compromise

Negotiating the economic currents

U.S. court trims AmEx's clause

ACH network gets more mobile

Features

GS Advisory Board:
Challenge breeds opportunity - Part I

PCI Compliance for Dummies

Sumedh Thakar and Terry Ramos

Standing together against online fraud

And the nominations are

Selling Prepaid

Prepaid in brief

eCommLink refocuses, targets global remittance

Data breach leads to payroll card fraud

Event Innovation Inc.
Stored value - That's the ticket

Views

Coming in from the cold at NEAA

Patti Murphy
The Takoma Group

The HMS odyssey

Ken Musante
Moneris Solutions Inc.

Education

Street SmartsSM:
Rules by which to thrive, not dive

Jason Felts
Advanced Merchant Services Inc.

How to write right

Nancy Drexler
SignaPay Ltd.

Dead-on delegation

Vicki M. Daughdrill
Small Business Resources LLC

Keep an eye on the store

Adam Atlas
Attorney at Law

The lowdown on downloads

Dale S. Laszig
DSL Direct LLC

Company Profile

TransFirst Holdings Inc.

MicroBilt Corp.

New Products

Giving salons, spas the Midas touch

TouchSuite Salon POS
Company: Invenstar LLC

RDC, scanner tandem for small merchants

Dep@sit
Jack Henry & Associates Inc.

Inspiration

Cut back without cutting out

Departments

Forum

Resource Guide

Datebook

Skyscraper Ad

The Green Sheet Online Edition

February 23, 2009  •  Issue 09:02:02

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Marketing 101
How to write right

By Nancy Drexler

If you're like many people in the payments arena, you fall into one of these three categories: You think you're a great writer; you think you're a good enough writer; you are successful enough to hire someone else to do your writing.

To each of you, I say:

Here are some pointers for making your letters, sales materials, ads and other written communications more effective.

The do's

The don'ts

Tune it up

The best writers are great editors. Never wedded to a word or turn of phrase, they are able to delete any writing that doesn't push the narrative forward in a logical and convincing way. Good business writers don't emulate poets. They use simple, straightforward language. They know never to use a long word when a shorter one will do.

Effective writers replace the words "I" and "me" with "you" and "your." Instead of talking about what makes them great, they focus on what will benefit readers.

Clearly presented information is far more engaging than cleverly presented information. Tuning up your writing skills to concisely convey your message will pay great dividends.

Nancy Drexler is the Vice President, Marketing for SignaPay Ltd., an ISO headquartered in Dallas. Reach her at nancyd@signapay.net.

Notice to readers: These are archived articles. Contact names or information may be out of date. We regret any inconvenience.

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North American Bancard | Harbortouch | USAePay | IRISCRM.COM | Humboldt Merchant Services