The halo effect: it's something that's working on us all the time. Curious? You should be. It can make all the difference between getting a job, closing a sale or getting a new customer. You've probably heard of it before, so how does it work?
Edward Thorndyke come up with the catchy name. He was a psychologist who used it in a study during 1920. He looked at how army officers rated the soldiers serving with them. The halo effect describes his findings: officers normally assessed their men as being either good, or bad, right across the board. If the officer had a good experience of a soldier in one area then the assumption was made that the soldier would be good at other tasks too.
Obviously, this is good news for anyone who takes the time to make a good first impression. Whether people are looking at your hair, your manners or your website wording they will be making judgements in line with the halo effect. If they perceive that you are able to take good care of your stuff at this level, the halo effect leads them to cast the same favourable glow over the rest of you and all that you do.
Unfortunately, there is a forked tail just around the corner. If people perceive you as not performing well in one area, then they will spread this poor rating across your life just as quickly as they would spread the glow. Bucking a negative halo effect judgement takes time and energy. Let's face it, few of us have spare amounts of either to turn someone's opinion around once it's been established.
So, the best thing we can do is to hop on board the concept and aim for a shiny halo from the get go. When it comes to how you communicate, you can do this in several ways:
Want to make sure your website wording gives you the halo effect? Just contact me on 07795 109235 or fill in the form below.
Well, are your words tasty?
“If only I hadn’t said that,” is often wailed by the broken-hearted, following a miserable row, or muttered by a regretful employee during the office Christmas party. What would the miserable lover or the tipsy party-goer have given for a filter on their spoken words? Given half a chance, they would have spotted their errors, stopped the conversation, cut out the offending sections of dialogue, reformatted the chat and started again where they left off.
Luckily, it’s different for the written word, that is as long as the writer chooses to get a fresh pair of eyes to act as that filter. If those eyes are inside the head of a professional editor, who understands exactly where and why writers make mistakes, then the writer will never have the unpleasant task of trying to eat the words they’ve put on paper.
What do editors do?
Copy-editors know how to make words work well and deal with a wide variety of text, from tee-shirt slogans, website wording and department store marketing materials to academic papers, technical manuals and published books. Whatever the text, the copy-editor’s aim is always to improve the wording and format. Often referred to as the seven Cs of editing, an editor’s focus is to make the text: clear, correct, coherent, complete, concise, consistent and credible.
The human brain is hard-wired to fill in the blanks as we read. This gives us the ability to speed-read or scan our eyes over text. It’s a useful skill when we want to take in lots of information quickly, but it can also lead to us skipping over some outrageous errors without seeing them. Here’s an example of what can go wrong. A healthcare provider had thousands of flyers printed to invite people in the local community to a “Pubic Health Day”. Of course, the flyers were meant to read “Public”. It’s a funny mistake, but the money wasted on printing the useless flyers meant the Chief Executive wasn’t laughing. Involving an editor or proofreader in the process would have saved a lot of time, money and embarrassment.
Who edits the editors?
It’s amazing how often good writers develop blind spots and fail to notice clanging typos and clichéd or overused words or terms. Mismatched images and captions are another common area for mistakes, along with wonky formatting, punctuation and grammar. Text can have too few or too many headings, a variety of fonts and a host of other issues. Even copy-editors benefit from help with their own text and regularly seek the assistance of proofreaders to pick up on the willful typos and grammatical slips that can plague even the most elegant writing. Proof-editing (a combination of copy-editing and proofreading) is a comprehensive way to capture all of the problems with a piece of text and turns good writing into excellent writing.
Less mistakes, more mistletoe
The lonely-hearted can only hope their harsh words didn’t linger in their beloved’s mind and the employee may sigh with relief when they learn a rude colleague upset the boss more than they had. With a little luck they may get away with their mistakes after all. Even though written words generally stay with us for longer than the spoken ones, you can make sure you never live to regret your words. Your editor’s job is to help you make the most of your writing and keep your reputation intact. Most importantly, your editor will make sure any written mistakes are never made public, or should that be pubic?
So, what about a verbal filter this party season? Well, I wish I had some advice for you. Drop me a line if you find the answer to that one, and meantime, have fun at the office party.
HAPPY BODHI DAY, MERRY CHRISTMAS, JOYOUS SOLSTICE, HAPPY HANUKKA AND A PEACEFUL YULETIDE TO ALL
7/10/2016 0 Comments
It's a big question — would you tout your precious manuscript round a range of authors' agents, hoping it'll get snapped up? Maybe you should pitch your gem into the slush pile on a publisher's desk or brave the evolving world of self publishing? The answer depends on more than just your preference for the old school or new rules. Traditional publishing houses generally invest a lot in the authors they work with and want to see that there is a pipeline (or at least a potential pipeline) of future books coming from any new authors that they sign up. Publishing houses want to see a number of books from any one author, and to be publishing new works by those authors regularly, ideally over decades to come.
If you or your subject matter don't fit what a publisher is looking for then you may struggle to be picked up, regardless of how good your work is. Many in this position are turning to indy status and self-publishing. It's a far cry from the vanity publishing of the past and is a great new route for authors but it is worth exploring fully before you commit yourself. For starters, you might be surprised to learn what it costs to finance a successful, self-published book, and how the much the right decisions keep being needed as you go through the process.
So, who is making the right decisions and why? Well, if you're one of the many writers who get their creative fire lit by genres like romance, mystery/suspense/thriller, non-fiction or sic-fi then you could get a great result not just with self-publishing but by leaving the tree out of the process completely. Likewise, if you are already in the public eye or are known in your field of expertise and can make use of your connections to successfully market an ebook or a Print on Demand (POD) text, then you really can make the rules up as you go along. A hit e-book can fly off virtual shelves and will never clutter your space with unsold copies.
If you expect your book to be read by women under forty-five and with some tertiary education, then your chances of making the e-book market work for you rise still higher. Of course, this isn't brand new information and there are a host of "get rich quick" schools of thought out there (with pricey workshops in a city near you), but what these "write a bestseller this weekend" folk fail to explain is that you can put a combo of ingredients into the mix (choose 3 from; zombies, cats, vampires, teen lust, nazi extraterrestrials, mid-life crises, self-help, underdogs, golf and baking) but readers know what is properly entertaining to them, and that means, authentic writing that transports them, not something that's flung together crudely.
Whoever your ideal reader is, if you do your research, you'll find the right way forward: traditional publishing, self-publishing, ebook or POD. Your work might not be the literary equivalent of a 5 star round-world trip of a lifetime, but no one wants their creation to be received like a wet weekend jaunt to Slough, unless you're an erotic fiction writer and can turn a wet weekend into something jaw-dropping. Just steer clear of the cat-zombie-alien-lust golfers!
Spotlight Editorial offers indy authors a range of services, from the critique of a first draft to the comprehensive proofreading of a final manuscript. Advice on approaching agents, publishers and identifying the right self-publishing house is also available, along with project management of the publishing process.
Want to know if you have something worth sharing? Feel free to get in touch for a chat and a no-obligation quote. firstname.lastname@example.org
I'm Chris Bryce, writer, editor and proofreader. Do you think the difference between breathing and not breathing is the most important one there is? I do. I'm a big fan of breathing, smiling and meaningful communication in all its forms,