Terms of the Trade

Objective Correlative: a literary term referring to a symbolic article used to provide explicit, rather than implicit, access to such traditionally inexplicable concepts as emotion or color. T.S. Eliot used this phrase to describe “a set of objects, a situation, a chain of events which shall be the formula of that particular emotion” that the poet feels and hopes to evoke in the reader.

How to write headlines that convert


You know that — on average —
only 2 out of 10 people read an article beyond the headline, don’t you? If you don’t write irresistible headlines, even fewer will read your content.


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How to self-edit so you don’t look dumb

Whether you are a good writer or not doesn’t matter.

Does this surprise you?

The only way to become a master writer is to become awe-inspiringly good at editing. Advertising great David Ogilvy says this:

I am a lousy copywriter, but I am a good editor. So I go to work editing my own draft.

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Getting Your Content on Google


There is a basic fact that we need to get clear here. Other than yourself, there is no one on this planet who wants your content showing up as often as possible in the SERPs than Google.

For nearly two decades Google has spent 100s of 1000s on giving you an education, and telling you exactly what it takes to get you listed as often as possible. They want you to be #1! Reels of Video Training on YouTube,. Free College Credit Classes at Universities across the nation, MOOCs, free advertisement with Adwords (up to $500 at times). Reams of pages, and the best Analytics program money can buy given to you with all the training and needs you could imagine -- for free.

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How to enchant your audience



  • If you try to sell right off the bat without building trust, the sceptics will quickly click away.
  • If you delight your readers with your product or idea, if you provide real solutions to their problems, they’ll want to find out more.
  • Use the following tips to engage, delight, and ultimately sell:
  • Understand your readers. Know their fears, dreams, and desires. How can you engage with someone you don’t understand?
  • Don’t write for a large audience. Choose one person, picture him, and write to him as if he’s a friend.
  • Use a conversational tone of voice. Nobody wants to chat with a company.
  • Be engaging. Using the word you is the most powerful way to be more engaging.
  • Be remarkable. So much content is out there, how can you stand out? Disclose your point of view, tell your personal story, and develop your own writing voice. If your readers feel they know you, they will connect with you.
  • Use familiar language. Check Twitter, Facebook or Google’s Keyword Tool — and find the wording your readers use. 
  • Avoid jargon. Always choose the simplest possible expression of your idea. Avoid obscure words.
  • Don’t insult your readers. Being clear doesn’t mean you have to tell your readers things they already know.

Be likeable. Do great things for your readers, help them out, and be generous. It’s obvious isn’t it?
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Some OpenEducation Resources on the Web

Open Education Resources, K-12

Postsecondary OER
Anytime Learning
  • Coursera: the world’s best courses for free *
  • General Assembly: learn from experts on business, tech & design *
  • Udemy: online courses from expert teachers *
  • LearnZillion: great instructional resources for teachers *
  • edX: non-profit created by Harvard and MIT
  • Udacity: IT and coding nanodegrees
  • Canvas: open online courses #
  • MentorMob: education search engine
  • TED-Ed: create customized lessons around TED videos
Some High Caliber resources


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The Theory of Planned Behavior

Introduction The Theory of Planned Behavior (TPB) provides a comprehensive framework for understanding and predicting human actions in a pla...