by Summer Worsley

​What is all the fuss about the Oxford comma? Such a small piece of punctuation has produced big debates in the world of writing – but why? Indie-pop band Vampire Weekend, in their song, Oxford Comma, proclaim to the world that this tiny tick of a mark doesn’t matter. They feel so strongly about it that these are the opening lines:
 
“Who gives a f#*% about an Oxford comma?
I've seen those English dramas too…”
 
But others would argue that the Oxford comma could have major influence on your business.

Is punctuation the sexiest part of your business copy? No, but the style of comma you use can make or break a potential client’s interest, and capturing new clients is sexy. The devil’s in the details, right? So, let’s find out how the Oxford comma can be an essential piece of kit in your business copy toolbelt.
 
What the Heck is an Oxford Comma? 

The Oxford comma is used before the word and or or in a list of three or more items. It is called the “Oxford” comma because it was originally used at Oxford University Press, but many other publishers and printing houses now use this style. It is also known as the serial comma because it is used in a series of items.

Although the use of the Oxford comma originated in the U.K., its use is more commonly associated with American English. There are multiple reasons why this is so, among them is the publication of Strunk and Whites ‘The Elements of Style’. This little book proved to be highly influential and the authors were firm fans of the Oxford Comma.

As American English grows in influence and American spellings become more commonplace, we may find ourselves swapping out ‘s’ for ‘z’, dropping ‘u’, and making much more use of the Oxford in the future.​
​
Here is an example of a sentence with and without the Oxford comma:

 
 
 
 
 
 
 
 
 






​

When the Oxford comma is not used, the sentence can read that Washington and Lincoln are beasts of men. Though this may be the figurative opinion of some, the use of the Oxford comma eliminates ambiguity. Think of it like a space-holder – it keeps what you intend to be separate, separate.
 
To Oxford Comma, or not to Oxford Comma? 

Technically not using the Oxford comma is grammatically correct, so long as your choice to exclude it is consistent throughout your copy. But there are some solid reasons why using the comma can prevent confusion and add to clarity for your customers.

An Oxford comma can be worth more than its light weight in gold. A dairy company felt its impact in their recent lawsuit that lost them five million dollars in a dispute with their drivers about overtime pay. The drivers’ tasks included:

The canning, processing, preserving, freezing, drying, marketing, storing, packing for shipment or distribution of:

(1) Agricultural produce;
(2) Meat and fish products; and
(3) Perishable foods.

Due to a lack of a comma between “packing for shipment” and “or distribution”, the law referred to “packing” and “distribution” as two separate activities. The drivers were therefore eligible for overtime pay because they distribute, but do not pack, the goods. The lack of clarity in punctuation cost the company five million dollars.
 

Give the People What They Want 

Our attention spans for advertising last a whopping average of 3 seconds! If a potential client must stop to figure out what you’re telling them, you may have lost them before the end of the sentence.

Every word and punctuation mark should be intentional and clear. The more clarity there is in your copy, the less your potential clients must figure out what you’re selling them. Clients don’t want to figure what you have to offer them, they want to trust what you’re saying from the get-go.

The Oxford comma can be used to avoid ambiguity. You don’t want your customer to have to think too much, but to be sold instinctually. Give them the information they need to make a purchase without wasting their time by playing guessing games.

You can use the Oxford comma to make a potential client’s options clear. Let’s say your company offers a variety of separate industrial cleaning services. Your options for clients are:

“…waste removal, window washing and floor maintenance.”

This sentence can suggest to the reader that window washing and floor maintenance are a package deal. There is a good chance they could either read the sentence incorrectly or be confused and possibly put-off by an unclear advert. With the Oxford comma, the offered services a client can choose are clear:

“…waste removal, window washing, and floor maintenance.”
 
Don’t be a Serial Comma Killer! 

The debate over the Oxford comma can seem silly to some, but the use of it can mean a lot to your business. The lack of the Oxford comma could mean the loss of customers.

So, don’t be a serial comma killer! Make use of the Oxford comma by making your business copy effortless to read, engaging, and free from confusion.

​Do you Oxford? If not, why not? Let us know in the comments below.

by Samuel Gitukui

Changing times means that business is now moving towards an any day, anytime setting. It’s not surprising to find yourself working on your business well into the weekends. This may also mean dealing with different aspects at the same time. To best manage your business, you need to get organized. Let’s take a look at a few of the main areas that you need to manage in order to raise your own productivity.

Time Waits for No Man

You would be surprised at how poor most people are at multi-tasking. Time is an important concept and learning how to effectively manage your time can significantly increase your productivity. The worst culprits to time wasting are tasks that are simply unimportant.

Think of the time where you had to leave an important task to check out that email or advertisement. There is usually a lot of time wasted on such activities and one simply needs to learn how to avoid them while giving priority to the more important tasks.

Before you start your day, have a plan on all the tasks you want to complete by day’s end. Then, compartmentalize everything including those less important tasks. In this way you will have enough time to go through everything in your plan.

Complete the Less Important Tasks During Commute

Did you know that most people have more than enough time to check out those emails as they commute to the office? This allows you to focus on the important tasks once you get to your office.

Learn to take advantage of the times when you are away from your business to go through anything that could interrupt your work schedule. Trust me, you will find that it helps.

Keep Meetings Short

You want to have as much time during the day to work on substantial business issues. As far as time wasting goes, meetings can play their part. As much as it is important to brief your employees, it is a good idea to keep things short.
One way to do this is to reduce your meeting times by 25%. This gives both you and your employees more time to work on the projects.

But let’s put things into perspective, shall we? If say, you reduced a daily meeting that took 1 hour to 45 minutes, you would get an extra 25 hours every month. That is a full day’s work. In a year that is more than 300 hours of work time from reducing meetings alone.

Take Breaks

Most people underestimate the power of taking short regular breaks. But they are very much part and parcel of increasing productivity. Such break times will help you stay organized. Otherwise, in a situation where you are running back-to-back meetings, it is very easy to lose focus.

Saving time it seems is the main objective here. Anything you can do to have more time should be welcome. Remember to stay organized, take it easy and rest every now and then.

by Samuel Gitukui

Branding is one of the most important concepts to any business enterprise. If you want your small business to thrive, you need to set yourself apart form your competitors. Your brand will communicate to your customers the type of services and the products that they can expect from you.

Is your business innovative, do you offer high quality-high priced products or are you providing customers with low priced-high value products? Of course, you cannot offer both and you are definitely not in apposition to offer everything to everyone. With this in mind it follows then that your brand will depend in a significant way on your target market.

Your brand does not only mean your logo, it also includes your website together with all promotional and packaging materials.

What Is Your Brand Strategy?

Who you are communicating to as well as how, when and in what fashion is all part of your brand strategy. And it doesn’t stop there. It is also inclusive of your distribution channels. Communication, whether visual or verbal, are part of the brand strategy as well.

When you carry out branding that is consistent, it raises your businesses brand equity. What this means is that sooner or later you will be in a position to raise your prices well above similar products that do not have a brand and still enjoy loyal customers.

But where exactly does the value come from? When customers view your products as better and of a higher quality courtesy of your branding strategy, they will be willing to pay more for that perceived value.

How to Define Your Brand

This here is where things get a bit tricky. Defining your business brand will require you to think outside the box. In fact, it’s only fair to point out that it can sometimes be difficult and often time consuming.

And this is why defining your brand should be taken a step at a time without haste. By taking your time you will learn about what your customers want, need as well as their desires and habits. Instead of guessing on what they are actually thinking, you get to know the truth directly from them.

It is always a good idea to seek the help of professionals who are more experienced in the field so don’t be shy.  

Getting the Word Out

Now you know what your current and prospective customers are looking for. It’s time to get the word out that you actually have what they need. Here are a few steps to get this done effectively.

       1.      Make sure you have a logo. If you don’t, get one.
       2.      Accompany the logo with the message you want the clients to get. This is called a tagline.
       3.      Integrate the brand to every part and aspect of your business. Ensure that the employees understand what                    you are trying to achieve from answering phone calls to replying to emails to delivery.
       4.      Develop templates. These will make easier for you to be noticed. You could use a specific color scheme,                      placement of the logo, look or feel on all your products.

After you’ve made sure that all the above points have been established, be consistent in your branding and soon your business will start to reap the benefits.

by Sarah Olukole

What is the study of Language?  Your mind may immediately refer to the collection of words that are available and that are systematically used to a common group of people, who are of the same nationality or belong to the same community.  On a general level this definition applies, and it also covers the nature of language and its development through sound patterns, language structures and its uses.  However, the study of language in business and marketing covers the way in which, as a business, you convey your ideas and specific messages to your listeners.  There are key areas to consider when we refer to language on a more general scope - language form, language meaning and language in context.  Let us examine these areas more fully.

Language form mainly refers to the surface features of language and how they are arranged.  The focus in language form is the development of key language skills that includes both vocabulary and grammar and how it is used in context to communicate.  It can be broken down into 3 components – content, form and use.  These are the rules that govern the structure of language and its placement in communication. 

Language meaning focuses on the system of human communication and its structure through speech or writing form, so that the audience it is directed to can comprehend and make sense of what is being said.  It involves pronunciation, conversation and tones.  The grammar structure in this regard, must make a connection with the meaning. 

Language in context forms the framework of its use.  It is also important to keep in mind the phrases and sentence structures that are used.  Vocabulary and grammar are very important when used in context as it must have a great impact on listeners.  The study of language is literally a journey!

In the corporate and business world, keeping these areas in mind is crucial as it allows businesses to examine and use these language structures as a way of communicating to various audiences.  The context, meaning and form all contributes to the collaborating to get a particular message across.

The above rendering and explanations of language also applies when we are referring to the common language, as it were.  Business language though, incorporates a lot more and can be very effective in Marketing.  There is a universal underestimating of just how powerful language is and its remarkable way of influencing people.  Another interesting factor is that, Business Language involves 2 factors…

1.      Business terminologies and knowledge
2.      Business Speech / dialogue that is used to communicate to consumers

We will consider how both of these factors contribute to success for a Business…

Business terminology is an important business language as it allows us to communicate effectively.  It means that we can increase our understanding of central business ideas and terminologies and be familiar with the business world.
There are also many choices of business speech that are used to convey messages to audiences.  What you need to determine is what choice of language you are going to use.  Now because we now know the important details when it comes to language, we need to examine the significance of it in the Business field and why it is so crucial to use for results. 

The fact of the matter is that a business will mostly run on the figures that it produces, but the language that is uses to promote the business will be the main area of focus.  You want your audience to remember your business, your product and everything that is associated with it.  It is important to keep in mind that people interpret language completely differently, this means that you will need to have a more wide-ranging view of your audience and how best to channel your message to them.

Another factor about language in business is positivity!  You want your audience to connect to you and what best way to do that other than being positive about what you and your business is all about?  If you are after positive results and really want to engage with your audience, then your positive language will spur them on.  Get straight to the point, using easy to understand language with the aim of drawing them in.

You might still wonder though, what key language is mainly used in Business and why this is the case.  Let us consider…

The Business Language of Chinese (Mandarin) takes the throne!  English really is the predominant language of Business however, have a look at this contender… http://www.digitaljunglegroup.com/the-future-language-of-business-english-vs-mandarin/.  The Mandarin Chinese economy is the second-largest in the world…that’s right the world.  And it still continues to grow.  This is an impressive language to use that has a perfect advantage in the Business world.  Mandarin Chinese is the most widely spoken language in the world and with Business ever increasing, this is becoming a rising language to do Business.

Would you deem it of an advantage to consider improving your Business Language?  Mandarin Chinese may not seem inviting, so what can you do to give your Business Language a kickstart?  A good start could be to delve into Business related literature.  This will give you a little insight into current updates and changes that are occurring in the business environment.  Another possible suggestion is to watch business-related programmes that feature people who will use the correct business language, including both factors that we have discussed.  This will allow you to become more familiar with these terms and to use them effectively to communicate. 

When you keep these points in mind, you recognise the importance of Language in Marketing, especially if the target is to reach a more global audience. This no doubt requires accuracy, so that consumers gain the full sense of your message.  Make good use of expert translators who can do so using the appropriate elements that will allow for cultural adaptations that will reach out to your interested ones.  Language continues to evolve, making remarkable achievements, introductions from emerging markets are abounding thanks to the push to jump into advancing in this field.

by Samuel Gitukui

Everyone at some point finds themselves making plans. You can think of it as goal setting. And when you finally achieve a milestone, nothing beats the feeling of accomplishment. But I’m afraid goal setting is a more complicated process than just sitting down and listing a few to-dos on a plain paper.

For many who set goals, they often find themselves quitting after a few failures. This here is what separates top achievers from the average. Setting goals is the first, the easy step. Achieving them is where you roll up your sleeves and get going.

Goal setting thus needs to be effective. Let’s take a look at a few simple but highly effective steps for making goals and achieving them.

       1.      The Process of Goal Setting

When you come up with things that you want to achieve, you will often find that moments later you are doubting as to whether you will actually be able to accomplish them. To prevent this, have a timer with you and set an alarm for a period of three minutes.

Within this time, list down your goals quickly without hesitation. Of course, there are a million things you are going to have to consider, but this is not important. For now, what you want is to put what is in your head on paper.

You are not only going to list the goals that you want to achieve this year but next year as well. Once this step is complete, start off with the one goal that is the most achievable and the one that will cause a ripple effect to going after all the rest.

       2.      Working on the First Main Goal

This is the goal that is going to help you achieve all the other goals. It’s now time to focus your attention on this main goal. Next list down at least 20 activities that you will need to do to be able to achieve this goal.

Many people miss this part. They do not spend time on what they need to do to achieve the goals. And this is why they fail. By doing this, you enter into the group of the small percentage top performers.

Now we get cooking. After you have made a list of the things that you need to do in order to achieve the goal, dedicate two days for each task. Be relentless and don’t stop until each task is complete.

It’s a good idea to add a check mark such as a tick next to each goal that you have successfully completed. It’s those little things that have a huge psychological impact. When things start to seem tough or impossible, you will be able to look back at your list and see how far you’ve come and this will motivate you to give it one more go.

People who are highly successful didn’t get there by chance. They do not have a special gift that makes them accomplish everything they want. Instead, they have a strategy to help put things into perspective and follow through. With our goal setting process, you can as well.

by Samuel Gitukui
​
With the advancements in technology, it’s easy to think that the old ways are going to be obsolete, if that is they haven’t already gotten there. Take direct mail marketing for example. Most people and entrepreneurs will say that it has no place in the modern business world, but that couldn’t be farthest from the truth.

The reality of the situation is that email is more popular than direct mail, but that is not to say that it doesn’t play its part in business. In fact, with direct mail marketing, you can urge recipients to visit a particular website and make them aware of the available products or services.

With that in mind, let’s look at a few reasons why you should include direct mail marketing in your campaign.

       1.      An Overload of Emails

Think of the number of emails that you receive every day. Do you read them all? Better yet, do you read them immediately? The short and simple answer is that most people don’t.

On the other hand, studies have shown that most people who receive direct mail will actually spend time, almost immediately sorting through the mail.

This here is the reason direct mail is better than email marketing. While you could email someone about a product, there is a chance that at some point, they will hit the delete button before actually reading it. Any chance you had of reaching out to that potential customer simply goes out the window.

Your odds are improved when you send direct mail. In business when you have something that most of your competitors don’t have, you have an edge.

       2.      A Bit More Personal

With emails, someone could be having a hectic day all while having notifications in the background as 30 more emails get into their inbox. They could be having a great time at a restaurant and emails will likely be ignored.

Take direct mail on the other hand. The recipient is not only likely to read the mail, they are also going to pick mail when they are less busy and distracted. Compared to emailing, direct mail comes with that personal touch.

You get to communicate your information when the recipient has time to read through it. Isn’t that cool.

       3.      Security

Everybody welcomes the internet. It has made business more efficient and communication easy. However, cybercrime is nothing new. Hackers can access personal information and use it against you.

With email, users are also suspicious of unsolicited mail. You may try to put eye catching headlines and add links but those links could be viruses in the eyes of the recipient. Long story short, people are weary and do not trust the internet all that much.

It’s a different matter with direct mail marketing. Recipients can be sure that the mail is secure and that no one is going to infiltrate and gain access to personal information. You can even add as many attachments as you want without spooking the receiver. It is simply more secure.

As much as email marketing is a thing, there are always great opportunities with direct mail marketing.