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Improve your writing by avoiding these two bad habits

ZCorp PRDigital • May 20, 2020

Are passive voice and protracted sentences making your content less readable?

OK, so you’re getting set to write a blog post for your business. I’m assuming you already know the basics of English grammar, punctuation and spelling (or at least have a spell checker). You’re ready to go. Still, you’re concerned about the quality. You don’t want your content to have a clunky, amateurish feel.

Sometimes it helps to know what not to do. Here are two pitfalls, common “worst practices” that can make your content less readable. Stay away from them and you’ll improve your writing significantly.

First, avoid passive voice. This type of writing is probably more common than the clouds in the sky, unfortunately. Instead of your sentence containing a doer, there’s a being-done-to entity receiving an action, often from an unknown subject. I know that sounds confusing, so here’s an example:

Passive: County Commissioner Mike Smith was called a liar during Wednesday’s special meeting.

Active: Tom Johnson, a local developer, called County Commissioner Mike Smith a liar during Wednesday’s special meeting.

Note that there’s no doer in the passive sentence. Someone is calling Mike Smith a liar but we don’t know who. Often, passive voice papers over the fact that the writer doesn’t have all the particulars for his or her readers.

Here’s another example of passive vs. active voice (it seems emotions are escalating at the county commission meeting):

Passive: Johnson was then punched in the face by the commissioner.

Active: The commissioner then punched Johnson in the face.

In the passive example, we know who’s doing what. But there’s no verb attached to a doer. It’s bad writing because it doesn’t create a clear mental picture. There’s no vividness. When you read the sentence, “The commissioner then punched Johnson in the face,” you get a sharper image of the haymaker landing than you do in the colorless passive example.

Now, if we really wanted to get passive-crazy, we could follow up with this:

The floor was fallen on by Johnson.

OK, few people would write a sentence like that. Most would go for the active voice here: Johnson fell on the floor. But you get the message.

Second, avoid wordy, overly long sentences. This is another common writing sin. For some reason, people seem afraid to craft short, to-the-point sentences. Maybe it sounds too “clipped” to them. And of course, it’s good for the cadence and flow if a writer mixes shorter- and medium-length sentences. But short ones are perfectly fine to sprinkle liberally into your content.

Still, there appears to be a psychological resistance to brevity that leads to sentences like this:

The XYZ Company has provided customers with an outstanding array of products for the past 22 years and has won many awards for innovation and has been an industry leader during its entire history, making customer satisfaction and quality our top priorities.

This 42-word gulp begs the question: Why on earth do we need the word “and” inserted so many times to paste together independent clauses? Why can’t the clauses stand on their own as distinct sentences? This is much better:

The XYZ Company has provided customers with an outstanding array of products for the past 22 years. The company has won many awards for innovation and has been an industry leader during its entire history. We make customer satisfaction and quality our top priorities.

Three sentences now take the place of that one, long freight train of verbiage. It’s a good practice whenever you type “and” to ask yourself whether you’re gluing together clauses that might sound better as separate sentences. Often, that’s the case.

There you have it: two improvements that can vastly upgrade one’s content quality. Passive voice and protracted sentences are just bad habits anyone can break. All it requires is a little mindfulness.

Now, go and write some great content.

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Community-oriented businesses should have a profile on Nextdoor

By ZCorp PRDigital • February 21, 2025

In today’s digital age, having a strong online presence is essential for any business that depends on the surrounding area for its customers. While major platforms like Facebook and Instagram offer broad reach, community-oriented businesses can benefit immensely from a presence on Nextdoor —a hyperlocal social media platform designed specifically for neighborhoods. Here’s why your business should be on Nextdoor: 1. Direct access to local customers Nextdoor connects neighbors and local businesses, allowing you to reach a highly targeted audience in your immediate area. Unlike other platforms that serve a global audience, Nextdoor ensures that your business is seen by potential customers in your community who are most likely to engage with and support you. 2. Builds trust and credibility Trust is essential in a community setting, and Nextdoor fosters a sense of authenticity by verifying users’ addresses. When locals recommend your business through word-of-mouth posts and reviews, it establishes credibility and strengthens your reputation. 3. Encourages community engagement Community-oriented businesses thrive on relationships. By engaging with neighbors on Nextdoor, responding to inquiries, and participating in discussions, you can foster stronger connections and develop long-term customer loyalty . 4. Offers free and paid promotion options Nextdoor provides organic ways to connect with your audience through community posts, as well as paid advertising options to further extend your reach. This flexibility allows businesses of all sizes to find an approach that suits their budget and goals. 5. Enhances Word-of-Mouth Marketing One of Nextdoor’s most powerful features is its recommendation system. When satisfied customers endorse your business, their recommendations are seen by neighbors, providing a trusted form of organic marketing that can drive more foot traffic and sales. 6. Ideal for Local Service Providers If you run a neighborhood-based business—such as a restaurant, home repair service, pet care or real estate agency—Nextdoor is an invaluable tool for connecting with nearby residents who need your services. By establishing a presence on Nextdoor, community-oriented businesses can enhance their local visibility , build trust, and foster deeper relationships with customers right in their own neighborhoods. Don’t miss the opportunity to connect with the people who matter most—your local community!

Want a loyal community around your brand? Build one!

By ZCorp PRDigital • January 27, 2025

In today’s competitive landscape, building a loyal community around your brand is essential for long-term success. A strong community fosters brand advocacy, enhances customer retention, and creates a foundation for organic growth. But how do you turn casual customers into devoted followers who champion your brand? Let’s explore key strategies to cultivate a loyal and engaged brand community. 1. Understand your audience The first step to building a loyal community is understanding who your audience is. Conduct surveys, analyze customer data, and engage in social listening to learn their preferences, pain points and aspirations. By gaining a deeper understanding of your audience, you can create tailored experiences that resonate on a personal level. Pro tip: Use tools like Google Analytics , social media insights, and customer feedback forms to gather actionable data. 2. Develop a clear brand identity Your brand identity is the cornerstone of your community. A clear and consistent voice, mission, and set of values help customers understand who you are and what you stand for. Authenticity is key; people are more likely to align with a brand that feels genuine and relatable. Example: If sustainability is a core value for your brand, showcase eco-friendly practices in your operations and marketing materials. 3. Create valuable content Content is a powerful tool for building and nurturing a community. By sharing insightful, entertaining, or educational content, you can provide value beyond your products or services. Blogs, social media posts, videos, and podcasts are excellent mediums to connect with your audience. Actionable tip: Focus on solving problems for your audience. For instance, a skincare brand might share tips on maintaining healthy skin during seasonal changes. 4. Engage consistently on social media Social media platforms are ideal for fostering two-way communication. Be sure you respond to comments. Get involved in online conversations. Interact with your audience members and they’ll feel more in sync with your brand. Hashtag power: Encourage customers to use branded hashtags to share their experiences, making them feel like an integral part of your brand’s story. 5. Reward loyalty Show your appreciation for loyal customers by rewarding their support. Loyalty programs, exclusive discounts and personalized offers can make customers feel valued. Additionally, recognizing community members publicly can strengthen their emotional connection to your brand. 6. Host events and experiences Bringing your community together through events—whether virtual or in-person—can deepen relationships. Webinars, Q&A sessions, product launches, or even casual meetups create opportunities for authentic interactions and foster a sense of belonging. Hybrid idea: Offer a mix of in-person and virtual options to make your events accessible to a wider audience. 7. Empower brand advocates Encourage satisfied customers to promote your brand. Word-of-mouth referrals and testimonials are powerful ways to grow your community organically. Provide tools and incentives for advocates to share their positive experiences with others. Implementation: Launch an ambassador program where loyal customers receive perks for promoting your brand. 8. Listen and adapt Building a loyal community is an ongoing process. Pay attention to feedback, monitor trends, and be willing to evolve. Customers value brands that listen to their needs and adapt to meet their expectations. Feedback loop: Regularly ask your community for input through polls, surveys, or direct messages. Conclusion Building a loyal community around your brand takes time, effort, and a genuine commitment to serving your audience. By understanding your customers, staying true to your brand identity, and fostering meaningful connections, you can create a community that not only supports your brand but also propels it to new heights. Start implementing these strategies today, and watch your community grow into a powerful force for your business. For businesses seeking to strengthen their marketing, Z Corp offers expertise in creating tailored strategies and driving results. Call us today at (321) 213-1818 or email info@zcorppr.com .