Hi there,

Well Thanksgiving was very relaxing. Know why? I didn’t do a lick of shopping! I was planning on participating in Cyber Monday yesterday but that didn’t happen either.

Instead I’ve actually been having a blast planning my best 2012! I feel like such a grown-up. I rarely am this organized before the New Year is on my doorstep.

If you’re ready for a future look in 2012 yourself, be sure to make room in your calendar for my famous *She Factor Copywriting Bootcamp*. You can save $200, get my favorite graphics program *CopyDoodles* ($147 value) for free and join in my complimentary *Red Hot Roadmap for 2012 Success* call ($312.50 value).  

http://bit.ly/SheFactor2012

But the savings goes away on December 15 so make your commitment today.

Finally I have this important announcement. In ONE WEEK, on Tuesday, December 6, we are moving our community to a new delivery system. That means we need you to opt-in HERE (http://bit.ly/old_subscribe) if you want to continue getting my copywriting tips, ezines, and discounts. You will need to confirm through the email you receive after you opt in to get on the list.

Psst. To make it a no-brainer for you, I want to give you the invaluable resource guide, *Great Headlines INSTANTLY* ($67 value) for free. It’s been in my marketing library for years and should be in yours. When you confirm you want to stay with me after opting in HERE (http://bit.ly/old_subscribe) you get immediate access to it.

Try to stay sane during the holidays!

Warmly,

Lorrie

GKIC Women’s Event Coming Soon…

 Women don’t have to have “a pair” to have outrageous success in business!

The fact is, WOMEN instinctively learn better from WOMEN! Why? Because women operate on four modalities at the same time (mental, physical, emotional & spiritual) while men operate on only two (mental & physical). So it stands to reason women and men process information differently…making it easier for women to learn from women.

Join me as one of the speakers at the Glazer-Kennedy Inner Circle (GKIC) special event that meets the needs of WOMEN in business. It’s called the GKIC, Strut-Your-Stuff, Bring-it-On, Get-it-Done, Take-it-to-the-Next-Level Business Makeover FOR WOMEN!

Check it out at www.RedHotGKIC.com. There’s a special offer going on for a short time. This is a not-to-be-missed seminar!

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Special 8-Session Webinar EVENT in 2012…

“The She Factor Copywriting Bootcamp!”

When you purchase the DIY BEFORE the start date of the Bootcamp in March 2012 you are eligible to apply your purchase price (less shipping) toward the Bootcamp if there is space available. http://bit.ly/SheFactor2012

ADDED BONUS

REGISTER by December 31, 2011, and get Exclusive Red Velvet Rope Event To Plan For Success In 2012 ($297 value)

Only the savvy entrepreneurs who register for the Copywriting Bootcamp by December 31, 2011, get free access to a private online masterminding event with me. It’s a ONE-TIME ONLY consulting call based on the strategies I teach my $15k Elite Platinum Mentees to lay out their goals and marketing plan for the entire year.

This webinar happens in January 2012 to get your business off on the right foot. We all want success, so how come we aren’t ALL successful? Become a She Factor Copywriting Bootcamp member by signing up today and reserving your spot and creating your aura of success. http://bit.ly/SheFactor2012

P.S. If you think I could help you with your copy, set up a ticket at www.RedHotHelpDesk.com with your ideal timeline and rough budget so we can get back to you. I can’t make promises we can work you in but you never know if you don’t ask.

Grammar Nazis

 

By Lorrie Morgan-Ferrero, Expert Copywriting Strategist

One thing copywriting is NOT about is perfect English. The goal is to write the way we talk…conversationally. We all read sentences OUT LOUD in our minds. So when the words are in an eloquent flowing sentence, it takes the readers out of their mental trances. Short, pithy sentences keep people’s attention.

A big HOWEVER here though is my background in journalism. I went to one of the most prestigious J Schools in the country in Chapel Hill, North Carolina. So sometimes my inner “Strunk and White” comes out. (“Strunk and White” wrote a classic, thin book on the proper use of language and style. You should have this in your marketing library if you don’t already.)

I still have a few pet peeves with the way language is used and written today.  I doubt my one-woman crusade will impact…but I can try.

FIRST PET PEEVE – ‘fewer’ versus ‘less’

Both words mean the opposite of ‘more’ but they are used for two different things.

‘Fewer’ is used when you are talking about something that can be counted.

Example: There are fewer flowers in my vase than in yours.

You see? I can count the flowers. 1…2…3…and so on.

‘Less’ is for things that can be compared as a lump or mass sum.

Example: If I spent less time ranting and more time writing I would get more done.

In this example I am generally referring to ‘ranting’ and it can’t be counted. Another clue of when to use ‘less’ is the word you’re referring to can’t be made plural. In other words, I would never write ‘rantings’ because that’s just silly.

As with all English rules, there are exceptions. Some countable things just don’t lend themselves to the ‘less’ and ‘fewer’ rules. You wouldn’t say ‘less furnitures’ even though they are countable. But you could say ‘fewer chairs’.

Sadly for me, I doubt society will embrace the true meanings of ‘less’ and fewer’ since Miller Beer has engrained our brains with the description of it having ‘less calories’. Sigh. I hate you, Miller Beer.

SECOND PET PEEVE – ‘i.e.’ versus ‘e.g.’

This is really less of a pet peeve than an opportunity to show off my fancy-schmancy education.

People often misuse the Latin abbreviations ‘i.e.’ and ‘e.g.’ simply because they don’t know there is a difference. (But there IS!)

When written all the way out ‘i.e.’ means ‘id est’, which translates to ‘that is’. Any place you can substitute the phrase ‘in other words’ you can use ‘i.e.’

Example: You can find me where everyone knows my name, i.e., Cheers.

On the other hand, ‘e.g.’ means ‘for example’ and comes from the Latin expression exempli gratia. It’s used when you’re going to include a list afterwards.

Example: I get the most work done when I follow my own routine, e.g., light a candle, put on music, and turn off distractions.

THIRD PET PEEVE – ‘who’ versus ‘whom’

I just wrote some copy for a client. Typical client behavior…this person then had a committee of non-writers and non-marketers review my marketing copy. One repeated offense was my use of the word ‘who’ when, grammatically speaking, it should have been ‘whom’.

Oy vey! This is a clear case on my part of “I know the rules. Now I’m breaking them.”

Here is the difference between the two words.

‘Who’ and ‘whom’ are both pronouns but they’re used slightly differently. ‘Who’ refers to the person doing something, e.g., the OBJECT of your sentence. (See what I did there with the ‘e.g.’ Clever, no?)

Example: We know who is responsible for those shenanigans.

‘Who’ is the OBJECT of your sentence, i.e., you are taking action toward that person. (Oh aren’t you enjoying this new Latin knowledge?!)

Meanwhile, ‘whom’ is about something being done to someone (or something). It’s the SUBJECT of your sentence.

Example: We want to know on whom those shenanigans were intended. (‘Whom’ means ‘which one’ and is the SUBJECT of your sentence…usually singular.)

Confused yet? I don’t blame you. My advice is not to worry about which one to use in most cases when it comes to writing copy. Why?

Because what is grammatically correct and how we talk are two different things. I mean, if the Rolling Stones sang about ‘Whom Do You Love’ do you think it would have the same cadence? Of course not! Sacrifices must be made for art.

(Aw, I think I just forgave Miller Beer.)

ABOUT THE AUTHOR: Lorrie’s words have sold products in a variety of industries including mompreneurs, professional speaking, the seminar business, hypnosis, health & fitness, nutritional supplements, biz op, and entrepreneurial services. After working closely with high profile speakers and entrepreneurs, Lorrie now focuses her passion on educating business owners in reaching the female market.

She is a frequent guest speaker. Lorrie has written award-winning home study courses, conducts world-famous copywriting trainings on how to sell to women, holds live workshops, and authored the original book, The She Factor based on her own She Factor Marketing System. Sign up for her next She Factor Copywriting Bootcamp.

 

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