Traditional Pacific farewell for Lomu draws thousands

Auckland (AFP) - Thousands of people, some wearing traditional Tongan woven mats, gathered in Auckland on Saturday for a Pacific island farewell for late rugby legend Jonah Lomu.

Former All Blacks Tana Umaga and Michael Jones led mourners at the service which Queen Elizabeth II's representative in New Zealand, Governor General Jerry Mateparae, said was a celebration because "Jonah's life is worth celebrating".

"He impressed us with his courage, his humility, his grace under pressure," Mateparae said of the blockbusting wing who is credited with revolutionising rugby and became the game's first global superstar. 

Lomu's career was cut short by a chronic kidney disease and he died unexpectedly at his Auckland home last week aged just 40, leaving a wife and two young sons. 

The sudden death brought an outpouring of grief around the world, not only from rugby union teammates and rivals but also politicians, Hollywood personalities and sports stars.

"His determination to use his influence and his mana (prestige) for the benefit of others was exemplary," Mataparae said.

Ahead of Monday's public memorial at the spiritual home of New Zealand rugby -- Auckland's Eden Park -- the Pacific island communities gathered Saturday for a "family day" to pay a traditional tribute to Lomu who was of Tongan descent.

His widow Nadene and sons Dhyreille and Brayley -- who were wearing All Black jerseys with the name Lomu and the number 11 on the back -- led the mourners into the service. 

Hundreds of Pacific islanders, many wearing a ta'ovala -- a mat wrapped around the waist, which is a traditional Tongan dress worn by men and women on special occasions -- turned up for the service where former All Black captain Umaga said it was important to gather in South Auckland where Lomu was born.

"We come to pay our respects in the area and with the people he grew up with," Umaga said. 

Jones said the Pacific family day was an "intimate and beautiful part of the mourning and the healing". 

Manu Vatuvei, a star in the rival code rugby league, described Lomu as a special man. 

"When he played on the field he was a beast and no one could stop him but when he was off the field he was a gentle giant," he said. 

Another former All Black, Ofisa Tonu'u, a spokesman for the gathering, described it as a "joyous" celebration where people could "tell stories and a few eulogies and just to celebrate Jonah's career and the legacy he's left behind". 

"We have come to celebrate, to celebrate the life of a brother, and a friend," added former All Black Eroni Clarke. 

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Alice still shapeshifting 150 years after Wonderland

London (AFP) - A century and a half after first being published, the surreal classic "Alice's Adventures in Wonderland" still fascinates readers and inspires artists with its eerie and iconic fantasy world.

An exhibition in the British Library traces how the story and its characters quickly took on a life of their own after the publication of the book in 1865, inspiring spin-off merchandising, music and early film.

Visitors to the show in London wander through large distorted mirrors and illustrations that walk them through the plot of the book, before discovering the history of how it became a classic.

James Devine, 66, spoke rapturously of the book as he remembered reading it as a child in 1950s Glasgow.

"It's fascinating. It takes you into another world. I loved it, particularly the Cheshire Cat," Devine told AFP. "You get carried away with it."

The exhibition begins with how the story was born: on a summer's day in Oxford in 1862, when Charles Dodgson, a maths tutor who took the pen name Lewis Carroll, took a boat trip with 10-year-old Alice Liddell and two of her sisters, and told them a story.

At the heart of the exhibits is a display of the original leather-bound manuscript later written down by Carroll by hand with 37 careful illustrations and presented to Alice in 1865 with the dedication "a Christmas gift to a dear child, in memory of a summer day".

Liddell sold the manuscript for a record price in 1928 to an American collector, but it was gifted to the British Museum after World War II "as an expression of thanks to a noble people who kept Hitler at bay for a long period single-handed".

A book of the original manuscript, with its old title "Alice's Adventures Under Ground" has been published this year in a luxury edition by French publishing house Les Saint Peres to mark the 150th anniversary.

Dodgson revised the manuscript, taking out personal passages and adding new sections for publication under his pen name "Lewis Carroll".

"Lewis Carroll was as charming, imaginative and attractive as the tutor Charles Dodgson was boring, dull and stern," said Belgian writer Amelie Nothomb who wrote the introduction to the newly published early version.

The book came out in November 1865 with illustrations by artist John Tenniel that were to make the story and its characters iconic.

"It's now part of our cultural consciousness," said Helen Melody, a curator of the exhibition. 

"The text of the story is very rich but doesn't contain much description... there's a lot of room in the story for different interpretations, different ways to imagine."

- 'There's darkness in there' -

The exhibition makes clear how central the visual interpretation of Carroll's world has been throughout the decades, tracing how Alice has been re-imagined many times over and continues to shapeshift.

Alice was depicted as a cherubic redhead by illustrator Mabel Lucie Attwell, and with the true dark hair of the real Liddell by others, in images alternately sweet and sinister, many coloured by the context of the time, such as the world wars.

Several visitors to the show recalled that the book frightened them when they were children.

Alicia Phyall, 24, a pink-haired theatre assistant from Kent, got an Alice-themed tattoo on her leg in honour of the 150th anniversary.

"I just love it," she said. "It's so different. It's scary, I remember when my dad read it to me first I was terrified."

"It's not all sweetness and light, there's darkness in there," added her mother Helen Merchant, 58.

The blonde Alice with the blue dress began to emerge as the definitive image in the first half of the 20th century, and was cemented by Disney in their 1951 animated film that introduced the work to new readers.

Visitors can explore decades of artists' inspiration from the work, from a 1903 silent film, to art and music such as Jefferson Airplane's "White Rabbit" in the psychedelic 1960s, to a modern-day video game.

Due to the quick success of the book after its initial publication, Carroll began to work on a sequel and helped develop merchandise linked to the book like teacups, toys and biscuit tins.

The tradition is continued with a pop-up souvenir shop linked to the exhibition, filled with Alice-themed dolls, bow ties and jewellery.

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5 Questions to Help You Determine the Right Franchise for You

Are you passionate about the product? And will you have fun, learn and build wealth? Then you've found the right fit.

Oldest known seabird is back at Midway Atoll near Hawaii

HONOLULU (AP) — Federal wildlife officials say the world's oldest known seabird has returned to Midway Atoll.

The U.S. Fish and Wildlife Service said Wednesday the Laysan Albatross named Wisdom was spotted at the remote island on Nov. 19.

An ornithologist first put an identification band on Wisdom in 1956. She's estimated to be at least 64 years old, but she could be older.

Laysan albatrosses typically mate for life, but Wisdom has likely had more than one mate. She has raised as many as 36 chicks.

Breeding albatrosses and their mates will often spend about six months rearing and feeding their young. They forage hundreds of miles out at sea for squid or flying fish eggs.

Midway Atoll is about 1,200 miles northwest of Honolulu. It's part of the Papahanaumokuakea Marine National Monument.

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North, South Korea to hold rare talks

Seoul (AFP) - North and South Korean officials were to sit down Thursday for rare talks aimed at paving the way for a sustainable high-level dialogue that has constantly eluded the two rivals.

The meeting at the border truce village of Panmunjom marks the first inter-governmental interaction since August when the two sides met to defuse a crisis that had pushed them to the brink of an armed conflict.

That meeting ended with a joint agreement that included a commitment to resume high-level talks, although no precise timeline was given.

Although any dialogue between the two Koreas is generally welcomed as a step in the right direction, precedent offers little hope of a successful outcome.

A similar effort back in June 2013 saw both sides agree to hold what would have been the first high-level dialogue for six years -- only for Pyongyang to cancel a day before the scheduled meeting.

In the end, it was a matter of protocol -- the North felt insulted by the South's nomination of a vice minister as its chief delegate -- that smothered the initiative before it had even drawn breath.

- Devil in the details -

Thursday's talks in Panmunjom will try to avoid a repetition of that failure by thrashing out an agenda, a venue and such protocol issues as who should attend the full-fledged dialogue.

"We will do our best," said Kim Ki-Woong, the head of the South Korean Unification Ministry's special office for inter-Korean dialogue.

"We are resolved to maintaining the momentum for dialogue that was started by the August agreement," Kim said before leaving Seoul for Panmunjom at the head of the three-member delegation.

Likely topics to be placed on the agenda include South Korea's desire for regular reunions for families separated by the 1950-1953 Korean War that cemented the division of the Korean peninsula.

North Korea, meanwhile, will want to discuss the resumption of South Korean tour groups to its scenic Mount Kumgang resort.

The tours, a source of badly needed hard currency for the cash-strapped North, were suspended by the South in 2008 after a female tourist was shot dead by a North Korean guard.

"The overall atmosphere for a successful conclusion of these talks is really not that favourable," said Cheong Seong-Chang, an analyst with the Sejong Institute think tank in Seoul.

"The two sides always find it hard to agree on the ranks of chief delegates to high-level talks, and there are a number of issues causing friction in cross-border ties at the moment," Cheong said.

He cited Pyongyang’s irritation with recent South Korean military exercises and Seoul's participation in international moves to censure the North for human rights violations.

- Shifting diplomatic sands -

Thursday's talks come amid diplomatic shifts in the Northeast Asia region that have left North Korea looking more isolated than ever, with Seoul moving closer to Pyongyang's main diplomatic and economic ally China, and improving strained relations with Tokyo.

Earlier this month, the leaders of South Korea, China and Japan held their first summit for more than three years in Seoul.

Although the focus was on trade and other economic issues, the three declared their "firm opposition" to the development of nuclear weapons on the Korean peninsula.

North Korea is already under a raft of UN sanctions imposed after its three nuclear tests in 2006, 2009 and 2013.

South Korean President Park Geun-Hye recently reiterated her willingness to hold face-to-face talks with North Korean leader Kim Jong-Un -- but only if Pyongyang showed some commitment to abandoning its nuclear weapons programme.

The two Koreas have held two summits in the past, one in 2000 and the second in 2007.

The United Nations is also understood to be in discussions with North Korea over a visit by Secretary General Ban Ki-moon -- possibly before the end of the year.

Ban had been scheduled to visit in May this year, but Pyongyang withdrew the invitation at the last minute after he criticised a recent North Korean missile test.

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Water bears are huge DNA thieves: study

Washington (AFP) - The minuscule but nearly indestructible tardigrade gets a huge chunk of its genome from the DNA of foreign organisms, which scientists say may hold the key to its survival.

Also known as water bears, or moss piglets due to their morphology, these micro animals live all across the world. 

They are usually 0.020 inches (0.5 millimeters) long and move very slowly and clumsily on their eight legs.

These highly adaptable creatures can survive extreme temperatures.

Even after being stuck in a freezer at -112 degrees Fahrenheit (-80 Celsius) for 10 years, it can start moving around again about 20 minutes after thawing.

By sequencing these creatures' genome, researchers from the University of North Carolina at Chapel Hill were surprised to find that 17.5 percent -- nearly a sixth -- of the genome came from foreign organisms.

For most animals, only one percent of their genome comes from foreign DNA.

The microscopic rotifer previously held the record, with eight percent of its genome owing to foreign DNA.

"We had no idea that an animal genome could be composed of so much foreign DNA," said co-author Bob Goldstein of UNC's College of Arts and Sciences. 

"We knew many animals acquire foreign genes, but we had no idea that it happens to this degree."

- New insight on evolution -

The study, published in Monday's edition of the Proceedings of the National Academy of Sciences, also made unusual findings about how DNA is inherited.

Goldstein, first author Thomas Boothby and colleagues found that tardigrades obtain about 6,000 foreign genes mostly from bacteria, as well as plants, fungi and Archaea single-cell organisms.

They get them through horizontal gene transfer, a process by which species swap genetic material instead of inheriting DNA from parents only.

"Animals that can survive extreme stresses may be particularly prone to acquiring foreign genes -- and bacterial genes might be better able to withstand stresses than animal ones," said Boothby, a postdoctoral fellow in Goldstein's lab. 

Indeed, bacteria have survived the most extreme environments on Earth for billions of years.

Researchers said the DNA likely gets inside the genome randomly but what remains allows tardigrades to survive in the most hostile environments.

Under intense stress, such as extreme dryness, the tardigrade's DNA breaks up into small pieces, according to the research team.

Once the cell rehydrates, its membrane and nucleus housing the DNA temporarily becomes leaky and allows other large molecules to pass through easily.

They thus repair their own damaged DNA while also absorbing foreign DNA as the cell rehydrates, forming a patchworks of genes from different species.

"So instead of thinking of the tree of life, we can think about the web of life and genetic material crossing from branch to branch," Boothby explained. 

"So it's exciting. We are beginning to adjust our understanding of how evolution works."

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The Latest: Union members to rally in Minneapolis

MINNEAPOLIS (AP) — The latest in the investigation into the fatal shooting of a black man by Minneapolis police that has sparked days of demonstrations (all times local):

10 p.m.

Minnesota Gov. Mark Dayton has met with the family of a man who was killed by police in Minneapolis and with leaders of a local Black Lives Matter group.

The meeting Saturday comes as demonstrators maintain their presence at a police station just blocks from where Jamar Clark was shot a week ago.

Protesters are demanding to see video of the shooting. Authorities say doing so could taint an investigation by the state Bureau of Criminal Apprehension. A federal criminal civil rights probe also is underway.

Dayton says that Assistant U.S. Attorney General Vanita Gupta spoke by telephone and reiterated that releasing the video would be "extremely detrimental" to the federal investigation.

Mica Grimm of Black Lives Matter-Minneapolis says she told officials at the meeting that the protest won't end until the community says it's OK.

___

8 p.m.

A cousin of a black man who was fatally shot by Minneapolis police say her family is recovering after "a very rough week."

Kenya McKnight also says the family is trying to get a handle on dealing with "the dynamics of a situation" that has included dealing with "police, the community, activists, the government."

McKnight says a funeral for her cousin Jamar Clark has been scheduled for Wednesday at Shiloh Temple International in Minneapolis.

She says she wants people to remember that Clark "was loved; he was cared for."

He acknowledged that "he had flaws," but says he was "on this path of getting his life together."

Earlier this year, Clark was convicted of a felony count of terroristic threats and sentenced to 15 months in prison. His sentence was stayed for five years and he was out on probation.

___

7:15 p.m.

Protesters are huddling around fires in freezing temperatures during a demonstration a week after a black man was fatally shot in a scuffle with Minneapolis police.

The scene was calm Saturday outside the Fourth Precinct headquarters down the street from where 24-year-old Jamar Clark was shot.

Clark was shot early Sunday after police responded to an assault complaint. Lt. Bob Kroll, the head of the Minneapolis police union, has said that Clark had his hands on an officer's gun. Authorities have said no other weapons were found at the scene.

Protesters are demanding to see video of the shooting. Authorities have said it wouldn't be appropriate to release the video because doing so could taint an investigation by the state Bureau of Criminal Apprehension. A federal criminal civil rights probe also is underway.

___

4 p.m.

Workers have painted over anti-police graffiti on a Minneapolis police station where protesters have gathered for days over the death of a black man.

The graffiti was removed Saturday morning as protesters watched.

The police station had been spray-painted with Jamar Clark's name and anti-police profanity.

They were on the Fourth Precinct, where protesters have set up tents, fire pits and stools. It's just blocks from where Clark was shot early Sunday after police responded to an assault complaint.

___

2:15 p.m.

Union leaders have spoken at a rally in Minneapolis in support of activists protesting the shooting death of a black man by a city police officer.

Several dozen people attended the rally in cold weather to show solidarity with protesters who have been camped out all week since 24-year-old Jamar Clark was fatally shot in north Minneapolis last Sunday.

One speaker, Alanna Galloway of the Communication Workers of America, says civil rights are workers' rights.

Kyle Edwards of AFSCME Local 3800, representing University of Minnesota clerical workers, says working class people are becoming aware that "we're all in this together."

Longtime Minneapolis civil rights activist Mel Reeves told The Associated Press that protesters want the police involved in the shooting prosecuted. Clark was shot by a police officer in what authorities say was a scuffle. Some community members allege Clark was handcuffed, but police dispute that.

___

10:45 a.m.

Union members are planning to rally in Minneapolis in support of activists protesting the shooting death of a black man by a city police officer.

Labor groups plan to show solidarity with protesters who have been camped out all week since 24-year-old Jamar Clark was fatally shot in north Minneapolis last Sunday.

Clark was shot by a police officer in what authorities say was a scuffle. Some community members allege Clark was handcuffed, but police dispute that.

Hundreds attended a peaceful vigil Friday evening to remember Clark.

The Minnesota Bureau of Criminal Apprehension is investigating the shooting and a federal criminal civil rights investigation is also underway.

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The Latest: Malaysian PM says ASEAN group will help workers

KUALA LUMPUR, Malaysia (AP) — Ten Southeast Asian heads of state and nine world leaders, including President Barack Obama, are meeting in Malaysia to discuss trade and economic issues. Terrorism and disputes over the South China Sea are also on the agenda. (All times local):

___

11:45 a.m.

President Barak Obama has touted the Trans-Pacific Partnership trade agreement he recently struck with 11 other nations.

Obama said Saturday that the TPP would raise the bar for human rights and fight forced labor he said was akin to modern slavery.

Obama said: "This is a prime example of America and our partners working together to shape the world we want for future generations."

He was speaking at a business summit, held on the sidelines of a summit of Southeast Asian countries.

Obama will attend a separate summit in Malaysia's capital on Sunday that will include other Asia-Pacific countries.

___

11 a.m.

President Barack Obama says the deadly assault on a hotel in Mali is yet another reminder that the "scourge of terrorism" threatens many nations.

And he says the "barbarity" shown by Islamic extremists at the Radisson hotel in the capital of Bamako "only stiffens our resolve to meet this challenge."

The assault on the hotel came exactly one week after attacks coordinated by the Islamic State group left 130 people dead across Paris.

At least 20 were killed in Mali, including at least one American.

Obama says the U.S. is working to account for Americans who may have been at the hotel. He also extended condolences to families of the victims, and thanked the security forces who responded.

He spoke in Malaysia during a regional summit.

___

9:50 a.m.

Malaysian Prime Minister Najib Razak has opened a two-day regional summit with a call to defeat Islamic terrorism, saying its barbaric attacks do not represent any race or religion.

Najib was speaking Saturday at the summit of the Association of Southeast Asian Nations, a regional grouping of 10 nations that include the Muslim-majority nations of Malaysia and Indonesia. Indonesia, and the neighboring Philippines, which has a large Muslim minority, have been hit by Islamic extremism.

Najib referred to those two countries, as well as the attacks in Paris and Friday's deadly hostage-taking in Bamako, Mali.

Najib says Malaysia stands ready to provide any help and support it can.

He says: "Be assured that we stand with you against this new evil that blasphemes against the name of Islam."

___

9:35 a.m.

Prime Minister Najib Razak of Malaysia has described Islamic State group as "evil" and a perverted form of Islam, as he and President Barack Obama pledged to fight Islamic extremism.

After a meeting with Obama late Friday, Najib said his government is very clear that it is against the IS, "its ideology, what it stands for."

He says "it is evil. It is against Islam. It is a perverted Islam. And they do not represent us."

Najib says Malaysia and the United States will work together and with other like-minded countries to make Southeast Asia safer.

Obama is in Malaysia to attend a regional summit that ends Sunday.

In his remarks, Obama said Malaysia, like Indonesia, is a majority-Muslim country that represents tolerance and peace. Obama said that as a consequence, "its voice is critical in the debate that is taking place internationally around terrorism."

___

9 a.m.

Heads of state from 10 members of the Association of Southeast Asian Nations have formally opened their weekend summit in the Malaysian capital of Kuala Lumpur.

The main event is the launch of a unified economic community that has been eight years in the making.

On Sunday, the leaders of Malaysia, Indonesia, Singapore, Brunei, Thailand and the Philippines, along with ASEAN's four less developed members, Communist Vietnam and Laos, Myanmar and Cambodia, will sign a declaration establishing the ASEAN Economic Community, originally envisioned in 2002.

Although ASEAN has helped greatly increase the region's economic and political integration, there is a long way to go before the AEC becomes fully functional after becoming a legal entity on Dec. 31.

ASEAN countries have torn down tariff barriers and have removed some visa restrictions, but they fall short in more politically sensitive areas such as opening up agriculture, steel, auto production and other protected sectors.

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As Ad Business Struggles, Investors Question Snapchat's $16 Billion Valuation

The free mobile app is having trouble courting advertisers, and investors are nervous.

Investors have taken a defensive stance

The stock market has had some ups and downs this year. As of Monday's close, the S&P 500 is actually flat for the year.

But don't be fooled. Investors have been making some big changes in their portfolios.

According to Bank of America Merrill Lynch data, investors have been moving out of cyclical stocks, which are more sensitive to the economy, and into defensive stocks, which tend to be less sensitive to the economy.

This suggests investors are getting increasingly worried about an economic downturn.

"Tech and Consumer Discretionary stocks saw the largest net sales by our clients last week, with sales of the former chiefly due to institutional clients and sales of the latter mainly due to hedge funds," Bank of America Merrill Lynch's Jill Carey Hall said. "Inflows were mostly passive (ETFs saw the largest net buying, led private clients), and Staples and Industrials stocks saw the next-largest inflows."

While this doesn't tell us if the economy is actually going to head into a recession, it certainly suggests that investors are getting a little concerned.

SEE ALSO: Wall Street's brightest minds reveal the most important charts in the world

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NOW WATCH: The killer jobs report could mean a rate hike in December

TOM LEE: Here are 15 great stocks that won't get smoked by wage hikes

The upward push in wages appears to be finally happening. That's good news for America's workers.

But for some companies, it could put them in a squeeze.

"Higher wages is positive overall for the U.S. economy and positive for consumer spending," wrote Tom Lee of Fundstrat in a note to clients Friday. "However, sectors and industries with a high labor component are going to have less incremental benefit. To measure this, we looked at 'employees per $10 million in sales' for the 10 economic sectors."

The squeeze on profit margins is going to be especially acute, according to Lee, on consumer discretionary companies such as hotels, clothing retailers and restaurants especially as retail sales decline.

"Consumer Discretionary is the most labor intensive sector, employing 36 workers for each $10 million in sales, or 52% higher than the Russell 1000 overall," said Lee. "Think of it this way, Consumer Discretionary is 17% of the $12.7 trillion in sales but is 26% of the 30 million workers employed."

In a note to clients on Friday, Lee identified 15 stocks that have low labor exposure and good growth potential. We've compiled his picks, along with the stock price upside potential, the employees per $10 million in revenue, and estimated earnings per share growth for 2016.

Check out all of the suggestions below.

Air Lease Corp.

Ticker:
AL

Industry:
Diversified Financial

Implied Upside:
53%

Employees per $10 million in revenue:
1

Estimated 2016 EPS growth:
21%

Comment: "We believe there are only a limited number of available qualified executives in the aircraft industry, and we therefore have encountered, and will likely continue to encounter, intense competition for qualified employees from other companies in our industry," said the company's most recent annual report, which also mentioned it only has 65 full-time employees.

Altria Group

Ticker:
MO

Industry:
Agriculture

Implied Upside:
13%

Employees per $10 million in revenue:
5

Estimated 2016 EPS growth:
9%

Comment: "The total number of shares purchased include ... forfeitures of restricted stock for which consideration was paid in connection with termination of employment of certain employees (which totaled 248 shares in October and 288,672 shares in December)," said the company's most recent annual report.

Amazon

Ticker:
AMZN

Industry:
Internet

Implied Upside:
9%

Employees per $10 million in revenue:
15

Estimated 2016 EPS growth:
81%

Executive Comment: "We've added four sort centers in the US bringing the footprint to 23," said CFO Brian Olsavsky. "We're staffing earlier in those locations, we're in good shape for the holidays and ready to go. The other issue is there, the other reason is that we are also doing a lot of conversion of temp workers to full-time workers purposefully."

See the rest of the story at Business Insider

How to Write Email Subject Lines that Make People Stop, Click, and Read

Email subject lines are our first (and sometimes only) chance to make a good impression on our subscribers, so making them interesting and compelling is essential to your email marketing success.

If you miss your chance to capture and hold their attention, your subscribers are less likely to open your emails, read your content, and click on your call-to-action links.

Today we’re going to cover the elements of captivating subject lines and how to discover which types of subject lines work best for your specific audience.

Let’s get started.

General guidelines for effective email subject lines

Writing subject lines that inspire people to open and read your emails is both an art and a science.

To get your subscribers to open, read, and click on the links in your email messages, thoughtfully craft the subject line of every message you send.

Your subject line is like the headline of a piece of online content — you get one shot to encourage your recipient to keep reading.

If you’re just getting started (or you’re not sure where to begin), here are some guiding principles for crafting compelling subject lines.

Your email subject lines should:

Provide a succinct summary. Forty characters or five-to-ten words is standard.

Create a sense of urgency. Why should your reader open your email now?

Match your content. Don’t misrepresent the content of your email — it annoys your subscribers and could increase your unsubscribe rate.

Arouse curiosity in your readers. What will inspire them to open your email and check out your message?

Convey a strong and clear benefit to your readers. What will they get out of reading your message? Will they get a new piece of educational content? Or can they take advantage of a limited-time 50 percent discount?

Adding personalization to your emails — should you or shouldn’t you?

Should you customize your subject lines with your recipients’ names? The jury is still out on this topic.

To see if personalization works with your community members, test out personalized subject lines by inserting dynamic tags. Most email service providers offer a fairly straightforward way to do this.

Of course, you can only personalize subject lines if you’ve collected people’s names through your opt-in form when they signed up for your email list. If you don’t have this information, personalization isn’t an option.

If you do collect names through your email list opt-in form and decide to use personalized subject lines, review the names on your list regularly to ensure a valid name corresponds to each email address. You never want recipients to see, “Sign up today, [NAME ERROR]” in the subject line of an email in their inboxes.

After your tests, you’ll be able to determine if personalized subject lines perform better than other types of subjects.

A process for generating winning ideas

To create effective subject lines, get into the habit of brainstorming ideas for every email you send.

Grab a piece of paper (or open a document on your computer) and set a timer for 10 minutes. Brainstorm subject lines for your latest email, and don’t stop until the timer goes off.

Then set the timer for another 10 minutes, and try to brainstorm the same amount of headlines again. For example, if you wrote 25 headlines in your first 10 minutes, try to write 25 more in the second brainstorming session.

Then choose the one headline you’ll use for your email — or pick two or three if you’ll be split-testing your subject lines. (More on this below.)

How to find out what subscribers really want

Split-testing (or A/B testing) can be a powerful tool for improving your email subject lines.

When you split-test emails, you send one subject line to one part of your subscriber list and a different subject line to another part of your list. Then you track both emails and monitor which one performs the best.

You decide which performance metrics to track, but open rates, links clicked, sales generated, or a combination of these actions are typically measured.

Most email service providers equip you with a way to split-test your subject lines. Check with your email service provider’s knowledge base or tech support team if you have questions about implementing a split-testing campaign.

When testing your email subject lines, consider:

• Including your recipient’s name in the subject line (personalization) vs. no personalization
• Trying short vs. long subject lines
• Experimenting with specific vs. general language
• Communicating the same topic in different ways (For example, test “Are you dreaming big enough?” against “Why you must dream bigger”)
• Capitalizing the first letter of each word (title case) or only capitalizing the first letter of the first word (sentence case)

As you split-test your subject lines, track your results so you can continually learn about what your audience likes and what causes them to take action.

Captivating subject lines move the needle

Optimizing your subject lines to increase opens and clicks is one of the best ways to improve the results of your email marketing campaigns.

Dedicate time to writing benefit-rich, curiosity-provoking subject lines and testing them with your audience to learn more about what they want and need.

When you implement this practice, you’ll see a noticeable increase in the amount of people who respond to the calls-to-action in your messages!

Read other posts in our current email marketing series

• How to Choose a Solid Email Service and Build Your List on a Firm Foundation
• Your Top-to-Bottom Email Checklist: What to Include Before You Hit Send
• Email Newsletters vs. Content Notifications: A Head-to-Head Comparison
• How to Write a Heroically Effective Email Autoresponder Series

About the Author: Beth Hayden is a content marketing expert, author, and speaker who specializes in working with women business owners. Want Beth’s best blogging tip? Download her free case study, How This Smart Writer Got 600 New Subscribers by Taking One Brave Step.

The post How to Write Email Subject Lines that Make People Stop, Click, and Read appeared first on Copyblogger.

Volkswagen to Give Gift Cards, Repairs to Diesel Car Owners

The embattled car maker admitted to installing 'defeat devices' in 11 million vehicles worldwide.

US plays to scoreless draw with Trinidad and Tobago

Gyasi Zardes and Jermaine Jones were both thwarted by the crossbar and the United States played to 0-0 draw with Trinidad and Tobago in a World Cup qualifying match Tuesday in Port-of-Spain.

Zardes' open header off of Jozy Altidore's cross hit the crossbar just 75 seconds into the second half, as the Americans turned up the pressure after a lackluster first half. Jones' long strike also hit crossbar in the 78th minute as T&T goalkeeper Jan-Michael Williams leaped to stop it.

After the first two games of semifinals in the North and Central American and Caribbean region, the United States and Trinidad both have four points, Guatemala has three and St. Vincent and the Grenadines none.

Qualifying for the 2018 World Cup in Russia breaks until late March, when the Americans play Guatemala twice in a five-day span. After the final matches next September, the top two teams advance to the six-national regional finals.

"All and all, a draw on the road is OK. It keeps us at the top of the group as we move toward Guatemala in March," coach Jurgen Klinsmann said afterward.

The U.S. returned to the site of the win that earned the Americans' first World Cup berth in 40 years, a warm and humid night that was two days shy of the 26th anniversary of Paul Caligiuri's famous goal.

Tim Howard took over as goalkeeper from Brad Guzan, for the 36-year-old's first competitive game for the U.S. since making 15 saves in the 2-1 extra time defeat to Belgium in the round of 16 at last year's tournament in Brazil.

The only other change in the American lineup had Michael Orozco at right back, with DeAndre Yedlin pushing up to midfield and Zardes switching from midfield to forward in place of Bobby Wood.

Howard, midfielder Michael Bradley and forward Jozy Altidore were the only holdovers from the starting lineup in the Americans' last game against Trinidad, in 2009.

Zardes played his 19th game of 2015, matching Claudio Reyna (1994) for most appearances in a player's debut year with the U.S. national team.

Trinidad made two changes from the starting lineup in Friday's win at Guatemala, inserting a pair of players from Major League Soccer. Columbus midfielder Kevan George and San Jose forward Cordell Cato started in place of Lester Peltier and Keron Cummings.

Trinidad's first shot came just 20 seconds into the match, but Joevin Jones' effort was too high. It was one of the highlights of a dull first half with few chances. T&T's Kenwyne Jones sent an open shot just wide in the 13th, and Zardes missed connecting on Altidore's cross with a chance to score with an open header at the back post in the 29th.

Seeking some offensive spark, the United States subbed in national team newcomer Darlington Nagbe for Tim Ream in the 68th minute, then brought in Bobby Wood for Zardes in the 76th.

The match was considered a test for the United States, going against T&T team that got a confidence-boosting 2-1 victory in Guatemala City to open group play.

"As expected, it was a tricky game. There were chances on both sides, I think we had the better of them," Klinsmann said. "We should have put one away."

The United States easily defeated St. Vincent and the Grenadines 6-1 on Friday in St. Louis to open qualifying. Jozy Altidore scored two goals in the victory.

NOTES: In the other Group C game, Guatemala won 4-0 at St. Vincent on goals by Stefano Cincotta, Minor Lopez, Denniss Lopez and Gerson Tinoco. In Group A, visiting Mexico beat Honduras 2-0 on goals by second-half substitutes Jesus Corona in the 67th minute and Juergen Damm in the 72nd.

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Some governors halt, question plan to accept Syrian refugees

DETROIT (AP) — Several U.S. governors are threatening to halt efforts to allow Syrian refugees into their states in the aftermath of the coordinated attacks in Paris, though immigration experts say under the Refugee Act of 1980 governors cannot legally block refugees from settling in their communities.

Here's a look at where some state governors stand, and the number (in parentheses) of Syrian refugees who have arrived in each state since Jan. 1, according to the U.S. State Department's Refugee Processing Center:

ALABAMA (0)

Republican Gov. Robert Bentley says he'll refuse Syrian refugees relocating to the state. He issued a news release Sunday, saying: "I will not stand complicit to a policy that places the citizens of Alabama in harm's way."

ALASKA (0)

The oil-dependent state is grappling with an estimated budget deficit of $3.5 billion amid low oil prices, and Gov. Bill Walker, a Republican turned independent, "has been focused on solving the state's fiscal challenges," spokeswoman Katie Marquette said by email Monday. She said Walker has not given any consideration to trying to stop Syrian refugees from settling in the state.

ARIZONA (153)

Gov. Doug Ducey is calling for an immediate halt to the placement of any new refugees from the Middle East. Ducey made it clear that the state is within its legal rights to do so, saying that he is invoking the state's right under federal law to immediately consult with U.S. officials on any new refugee placements. He also wants Congress to change the law to give states more oversight over refugee placement. Ducey says national leaders must react to protect its citizens.

ARKANSAS (0)

Republican Gov. Asa Hutchinson says he opposes Syrian refugees being relocated to Arkansas. Hutchinson, a former undersecretary of the federal Department of Homeland Security, said he doesn't believe the U.S. should be a permanent place of relocation for the refugees and that he thinks Europe, Asia or Africa are logically the best places for resettlement or temporary asylum.

CALIFORNIA (218)

Democratic Gov. Jerry Brown says he'll work closely with President Barack Obama to ensure any Syrian refugees coming to California are "fully vetted in a sophisticated and utterly reliable way." He says the state can help uphold America's traditional role as a place of asylum while also protecting California residents.

COLORADO (5)

Colorado's governor isn't ruling out Syrian refugees. But Gov. John Hickenlooper says the federal government needs to make sure the verification process for refugees is "as stringent as possible."

CONNECTICUT (42)

Gov. Dannel P. Malloy says Connecticut will continue to accept refugees from Syria. The Democrat told NBC Connecticut on Monday the state is committed to accepting the refugees and believes background checks could easily be performed. His spokesman, Devon Puglia, said the administration is continuing to work with federal officials and await guidance as "they develop procedures following the tragedy in Paris."

DELAWARE (0)

Democratic Gov. Jack Markell is standing by his support for President Obama's decision to provide asylum for Syrian refugees in the United States, despite Republican calls not to accept refugees in Delaware. The head of the Delaware Republican Party, along with state Sen. Colin Bonini, a GOP candidate for governor, urged Markell on Monday not to accept Syrian refugees in the wake of the attacks in Paris. Markell responded that former Republican President Ronald Reagan was committed to welcoming those seeking safety from fear and persecution.

FLORIDA (104)

Gov. Rick Scott is calling on Congress to block attempts by the Obama administration to relocate Syrian refugees to Florida. The Republican governor on Monday wrote a letter to congressional leaders that asked them to take "immediate and aggressive action" to prevent the relocation of Syrian refugees without an "extensive evaluation" of the risk the refugees may pose to national security.

GEORGIA (57)

Gov. Nathan Deal says the state will not accept Syrian refugees. Deal, a Republican, says he issued an executive order on Monday directing state officials to prevent resettlement of Syrian refugees in Georgia. He also asked the Obama administration to work with Georgia officials to confirm the backgrounds of Syrian refugees already resettled in Georgia.

HAWAII (0)

Gov. David Ige says Hawaii would welcome refugees from Syria with aloha. Ige says safety is his first priority, but that the U.S. accepts refugees only after conducting the highest level of screening and security checks.

IDAHO (27)

Gov. C.L. "Butch" Otter has joined a growing number of Republican governors calling for the immediate halt of resettling new refugees until vetting rules can be reviewed and state concerns about the program can be addressed.

ILLINOIS (131)

Gov. Bruce Rauner joined the growing list of Republican governors who announced they want to prevent Syrian refugees from relocating in their states. In a statement Monday, Rauner said the state will "temporarily suspend accepting new Syrian refugees and consider all of our legal options pending a full review of the process by the U.S. Department of Homeland Security."

INDIANA (18)

Republican Gov. Mike Pence announced Monday that he was ordering state agencies to suspend the relocation of any more Syrian refugees to Indiana until he receives assurances from the federal government that proper security measures have been taken.

IOWA (0)

Saying he wants to protect residents of his state, Gov. Terry Branstad acknowledged that governors might not be have the legal authority to prevent the Syrian refugees from relocating to their states because "this is a federal program." Still, the Republican says he wants more information from the federal government about where people are being placed and the vetting process.

KANSAS (8)

Republican Gov. Sam Brownback issued an executive order Monday directing that no state agency, or organization receiving grant money from the state, shall participate or assist in the relocation of Syrian refugees.

KENTUCKY (99)

Kentucky's incoming Republican governor has joined governors of several states in opposing the resettlement of Syrian refugees. Republican Gov.-elect Matt Bevin's stance is at odds with Kentucky's current governor. Democratic Gov. Steve Beshear says Kentucky should do "the Christian thing" and welcome all refugees who have passed extensive background checks.

LOUISIANA (14)

Gov. Bobby Jindal — a GOP presidential contender — said he wants more information from the White House "in hopes that the night of horror in Paris is not duplicated here." Jindal sent a letter to the White House on Saturday, demanding to know how many Syrian refugees have been resettled in his state. He also wants to know the extent of background screening before Syrians entered the U.S. United States as well as what monitoring would be done once the refugees make it to Louisiana.

MAINE (0)

Gov. Paul LePage says it is "irresponsible" to allow Syrian refugees into the country in the wake of the attacks in Paris. The Republican, who said he does "not know for certain" if Maine has any Syrian refugees right now, plans to point out in a radio address on Monday that one of his first actions as governor was to prevent Maine from serving as a "sanctuary state" for people living in the country without legal permission.

MARYLAND (31)

Gov. Larry Hogan says Maryland will "make a very reasoned and careful decision" about how it will proceed in policy regarding potential Syrian refugees. The Republican said Monday the issue is one that "we'll be looking at very closely."

MASSACHUSETTS (62)

Gov. Charlie Baker says he would have to know a lot more about the federal government's vetting process before allowing more Syrian refugees into Massachusetts. Boston Mayor Marty Walsh echoed Baker, saying he also wants to know more about the screening process.

MICHIGAN (195)

Gov. Rick Snyder had bucked many fellow Republican leaders by welcoming refugees to Michigan, which has a large Arab-American population. But he said Sunday that the state is postponing efforts to accept refugees until federal officials fully review security procedures and clearances. Snyder said that while he is proud of the state's history of immigration, its "first priority is protecting the safety of our residents."

MINNESOTA (7)

Gov. Mark Dayton isn't objecting to the possible placement of Syrian refugees in his state as long as they undergo rigorous screening first. The Democrat released a statement Monday saying he's been assured by the White House that any refugees from Syria would be "subject to the highest level of security checks of any category of traveler to the United States."

MISSISSIPPI (0)

Gov. Phil Bryant said Monday that he's trying to find out if there are any plans by the federal government to relocate any Syrian refugees in the state and if there are the Republican said he will "do everything humanly possible" to stop it.

MISSOURI (29)

Democratic Gov. Jay Nixon says it's up to the federal government to screen refugees and is calling for safeguards following the attacks in Paris. But in a statement Monday, Nixon didn't say he'd block Syrian refugees from settling in Missouri. Three Republican candidates for governor want Nixon to do so, citing safety concerns.

MONTANA (0)

Gov. Steve Bullock said Monday the state "will not allow any terrorist organization to intimidate us into abandoning our values." State officials are reviewing the existing protocols for considering refugee settlement requests and if there are any safety concerns, the refugees will be denied, he said.

NEBRASKA (0)

Gov. Pete Ricketts says he does not want Syrian refugees resettling in Nebraska until the federal government conducts a full review of its screening procedures to ensure public safety. The Republican sent a letter Monday to refugee resettlement agencies in the state, urging them not to pursue resettlement of the refugees in light of the attacks in Paris.

NEVADA (8)

Gov. Brian Sandoval says he wants the White House to review the process of refugee resettlement in light of the attacks. The Republican didn't go as far as other governors, who threatened to halt efforts to allow Syrian refugees into their states.

NEW HAMPSHIRE (3)

Gov. Maggie Hassan says the United States should halt the acceptance of Syrian refugees until intelligence and defense officials can assure a strong process for vetting refugees. Hassan also says more facts are needed on how the attackers got into Paris before the United States takes more Syrian refugees.

NEW JERSEY (75)

Gov. Chris Christie says he's opposed to any Syrian refugees entering the country — even infant orphans. Christie's comments came during conservative host Hugh Hewitt's radio show. They were a complete reversal from September, when the Republican presidential contender said U.S. should "play their role" in taking in refugees without committing to a specific number after a photograph of a dead migrant child humanized the migrant influx.

NEW MEXICO (0)

Gov. Susana Martinez says she's opposed to the Obama administration's plan to accept any more Syrian refugees until there's a clear plan in place to properly vet and place them. Martinez, the nation's only Latina governor and a leader within the Republican Governors Association, says the top priority should be safety.

NEW YORK (48)

Gov. Andrew Cuomo isn't commenting on a request from a New York congressman and a state assemblyman that he prevent Syrian refugees from being placed in the state. U.S. Rep. Chris Collins and Assemblyman Christopher Friend, both Republicans, cited the threat of terrorism in calling on Cuomo to reject additional refugees. A spokesman for Cuomo, a Democrat, declined to comment.

NORTH CAROLINA (23)

Gov. Pat McCrory is asking the Obama administration to cease sending refugees from Syria to North Carolina until the state is satisfied with the effectiveness of federal background and security checks.

NORTH DAKOTA (0)

The office of Gov. Jack Dalrymple says North Dakota has not received any Syrian refugees and doesn't expect any will be sent to the state.

OHIO (78)

Gov. John Kasich, a Republican presidential candidate, doesn't want Ohio or the United States to accept more Syrian refugees. Spokesman Jim Lynch says the Republican presidential candidate is writing to ask President Barack Obama to stop resettling Syrian refugees in Ohio because safety and security issues can't adequately be addressed. Kasich also is reviewing steps Ohio might take to stop resettlement.

OKLAHOMA (3)

Republican Gov. Gov. Mary Fallin is urging President Barack Obama to suspend accepting any Syrian refugees to the U.S. Fallin said Monday the Obama administration needs to assure the public that it is conducting rigorous background checks on any Syrian refugees coming into the U.S.

PENNSYLVANIA (119)

Democratic Gov. Tom Wolf said his administration will keep working with the federal government to properly screen and resettle Syrian refugees in the state.

RHODE ISLAND (0)

Gov. Gina Raimondo said in September she's willing to help if the federal government asks Rhode Island to host Syrian refugees. Raimondo's spokeswoman says the governor would coordinate closely with the White House and law enforcement if the state receives a request now.

SOUTH CAROLINA (0)

Gov. Nikki Haley says she supports allowing persecuted immigrants to come to South Carolina — as long as they're not from Syria. Republicans in the state Legislature called on Haley to oppose all international refugees. But the Republican governor said as long as nothing changes in who is being resettled in the state, neither will her stance.

SOUTH DAKOTA (0)

Gov. Dennis Daugaard's office says it doesn't expect to receive any Syrian refugees. Spokesman Tony Venhuizen says it's not at all clear that the state would have any say over the refugee program, which the federal government manages.

TENNESSEE (30)

Gov. Bill Haslam says he is asking the federal government to suspend placement of Syrian refugees in Tennessee. In a statement released to media on Monday, Haslam acknowledges that the federal government has the authority to place refugees but states, "They have said in the past they would be open to cooperating with receiving states."

TEXAS (194)

Gov. Greg Abbott on Monday ordered Texas' refugee resettlement program not to accept any more Syrians. In a letter to Obama, the Republican also urged scrapping federal plans to accept more Syrian refugees into the country as a whole. He said the federal government can't perform "proper security checks" on Syrians.

UTAH (7)

Gov. Gary Herbert is ordering a review of security checks for refugees coming to Utah, but he stopped short of threatening to stop accepting Syrian refugees. Herbert said he wants to help those fleeing violence but that public safety is the top priority.

VERMONT (0)

Gov. Peter Shumlin says his colleagues across the nation who say they won't allow Syrian refugees into their states are "stomping on the qualities that make America great." Shumlin says there is an extensive screening process in place for refugees. Since 1989, about 7,000 refugees have been resettled in Vermont. While none of them are from Syria, there are plans to settle a small number in the state during the current fiscal year.

VIRGINIA (13)

A spokesman for Virginia's governor says his public safety team is communicating with federal authorities about refugee resettlements, including those involving Syrians. Brian Coy issued the statement Monday on behalf of Democratic Gov. Terry McAuliffe. The statement says every refugee settled in the U.S. undergoes intensive security screening.

WASHINGTON (22)

Gov. Jay Inslee says Washington state will welcome Syrian refugees. In a statement Monday, Inslee also criticized other governors who have threatened to stop accepting refugees.

WEST VIRGINIA (0)

Gov. Earl Ray Tomblin's office says he does not anticipate a federal request for placement of refugees in West Virginia. In a statement, Tomblin's office says the governor has not been contacted by the federal government regarding large-scale placements of Syrian refugees, and that any smaller placements likely would take more than a year. The statement says the state would ensure "that proper security screening was conducted by federal and state officials."

WISCONSIN (1)

Gov. Scott Walker said Monday that Wisconsin won't accept any new Syrian refugees because doing so poses a security threat.

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Report: UN chief to visit North Korea this week

SEOUL, South Korea (AP) — U.N. Secretary-General Ban Ki-moon will visit Pyongyang this week for a possible meeting with leader Kim Jong Un, a South Korean news report said.

The possible trip comes six months after Pyongyang at the last minute canceled an invitation for Ban to visit an inter-Korean factory park in the North Korean city of Kaesong. Ban has said North Korea gave no reason for the cancellation. He had not planned to visit Pyongyang at that time.

Yonhap news agency cited an unidentified source in the U.N. when it reported Sunday about Ban's Pyongyang trip. It gave no details on the purpose of the trip or the day it would take place.

U.N. spokesman Stephane Dujarric and Seoul's Unification Ministry said they had no comment.

If the trip does take place, Ban would be the first U.N. head to visit North Korea since Boutros Boutros-Ghali in 1993.

Yonhap, quoting another unidentified U.N. source, said Ban is expected to meet Kim because it's unlikely for the secretary general to visit a U.N. member state without meeting the country's leader.

That source was quoted as saying Ban's trip could serve as a breakthrough in the standoff over North Korea's nuclear weapons program and strained ties between the two Koreas. Ban was South Korea's foreign minister before taking up the top U.N. job.

Ban had said before his canceled Kaesong park trip that he hoped his visit would help improve ties between the Koreas. Analysts in Seoul said at the time that Pyongyang may have scrapped the trip because it felt Ban would back only the views of Washington and Seoul.

International nuclear disarmament talks remain stalled since early 2009 and experts believe North Korea has since built a small and growing atomic bomb arsenal and advanced its missile program. Hundreds of thousands of combat troops from the two Koreas face each other along the world's most heavily fortified border since their war in the early 1950s ended with an armistice, and not a peace treaty.

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Martin O’Malley unleashes on 'immigrant-bashing carnival barker' Donald Trump, gets called a 'clown'

Former Maryland Gov. Martin O'Malley (D) got one of the biggest applause lines of Saturday night's debate for his criticism of Republican presidential front-runner Donald Trump.

Asked about border security and immigration reform, O'Malley called for a path to citizenship for immigrants living in the US illegally and slammed Trump for supposed "immigrant bashing."

"The fact of the matter is, and let's say it in our debate — because you'll never hear this from that immigrant-bashing carnival-barker Donald Trump — the truth of the matter is that net-immigration from Mexico last year was zero," O'Malley said.

"There is no substitute for having comprehensive immigration reform with a path to citizenship for 11 million people, many of whom have known no other country but the United States of America. Our symbol is the Statue of Liberty, not a barbed-wire fence."

The line is part of O'Malley's standard campaign stump speech. In the first Democratic debate, O'Malley called Trump a "xenophobe" and a "carnival-barker."

Trump responded promptly Saturday night on Twitter:

Hillary and Sanders are not doing well, but what is the failed former Mayor of Baltimore doing on that stage? O'Malley is a clown.

— Donald J. Trump (@realDonaldTrump) November 15, 2015

Trump has repeatedly stirred controversy for his controversial statements about Mexican immigrants, as well as his plan to deport 11 million immigrants living in the US without permission using what he dubbed a "deportation force."

Watch the video below, via Politico:

.@MartinOMalley bashes @realDonaldTrump https://t.co/2uyOmzwGht pic.twitter.com/vbfg7mCcLG

— POLITICO (@politico) November 15, 2015

 

SEE ALSO: BERNIE: 'I'm not that much of a socialist'

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4 Delightful Editing Tips to Make Your Words Dazzle and Dance

Do you ever read back a draft of your writing and wonder what happened?

Red-cheeked, you thought your draft was complete. You felt excited. Brimming with enthusiasm. You knew it … this was going to be superb. Probably your best-ever blog post. Yay!

You poured yourself a beer, feeling elated with your success.

Any minor editing and proofreading could wait until the next day.

But, the next day … you feel disappointed. Your writing sounds bland. Your sentences seem to stutter.

What can you do?

How can you create a smooth and enjoyable reading experience? How can you make your content dazzle and dance?

Let’s explore four ways …

1. Remove tiny obstacles from your sentences

Ever tried tangoing with a little stone in your shoe? Or tripped over your shoelaces while waltzing?

In writing, we know the big obstacles frustrating our readers. They’re irrelevant paragraphs and excessive sentences that befuddle readers and slow them down.

When readers lose track of your ideas, they head towards the exit.

And the tiny obstacles? They’re phrases like: “in my opinion,” “just,” “very,” “really,” and “actually.”

These phrases don’t typically add value — they only take up space. With a little discipline, you can cross them out and keep your readers tangoing through your content.

But even tinier obstacles exist. Sometimes even experienced writers and professional editors might not notice these.

These teeny-tiny obstacles are adverbs modifying verbs. In most cases, you can delete the adverb and choose a stronger verb.

For instance:

• She walks slowly — She saunters; she strolls; she strides.
• He said loudly — He barked; he yelled; he shrieked.
• He talked aimlessly — He blabbered; he digressed; he yakked.
• They worked really hard — They slaved; they labored; they toiled.
• They ate their dinner greedily — They wolfed down their dinner; they devoured their dinner; they inhaled their dinner.

As bestselling author Stephen King has said:

The road to hell is paved with adverbs.

So do your readers a favor, and look out for those pesky words ending with -ly. See if you can find a more accurate or stronger verb.

Sharp writers choose each word with piercing precision.

2. Create a smooth reading experience

Have you ever seen ballroom dancers float across the dance floor?

Clumsy dancers think one step at a time. But professionals dance with flowing movements.

Your content must also flow from one sentence to the next. To create a smooth reading experience, use transitions:

• Transitional words guide your readers. Examples of transitional words and phrases are: “and,” “but,” “or,” “however,” “in contrast,” “because,” “for instance,” and “so.” Use them at the beginning of a sentence to explain how it relates to the previous sentence or to connect two parts of one sentence.
• Short questions can help readers move from one section to the next. For instance, in your introductory paragraphs, you might have explained a problem and promised your readers that you’ll provide a solution. To transition to your tips, use engaging questions like: “Ready to get started?” “Sound good?” or “Shall we begin?”
• Seeds of curiosity are phrases you can use at the end of a paragraph to keep readers moving through your content; they are similar to short questions. Advocated by legendary copywriter Joe Sugarman, these phrases sound like: “Let me explain why,” “And now comes the best part,” or “Even more importantly.”
• Word connectors are versatile transitions that keep readers glued to your content. They connect one sentence to the next by repeating a word. They’re especially useful when using metaphors. For example: Ever tried learning to dance? At first, you struggle to remember the moves. You stumble around and you might even trip over your own feet. In a first draft of your article, your words are stumbling, too. Use transitions to let your content flow gracefully.

To allow readers to waltz through your text, create smooth transitions from sentence to sentence and from paragraph to paragraph.

3. Paint striking pictures

Words can conjure up vivid images.

Like an artist’s brush, they paint a picture in your reader’s mind. Some words can even make you shiver, like there are creepy crawlies tickling your spine.

Research suggests that we process sensory words as if we can feel, taste, hear, see, or smell the words. Non-sensory words don’t produce the same sensations.

But sensory words light up different areas of your brain — as if you hear the violins play, as if you see that dazzling dress, as if you feel the swirling movements.

Your job as a writer is to allow readers to visualize your story and feel your words. So, substitute bland words like ‘nice’ or ‘good’ with sensory alternatives like ‘tantalizing,’ ‘dazzling,’ or ‘tasty.’

When you pick the same words everyone else uses, your content becomes grey. But when you choose descriptive words other writers don’t use, your voice becomes unique and resonates with your readers. You stand out in a drab sea of bland voices.

Watch out for worn-out phrases. These are sensory expressions so overused their imagery has faded, and they have become clichés.

For instance, the first time someone used the phrase “out of the box,” it was a vivid metaphor that explained creative thinking. But now, the phrase is so common that nobody visualizes a box anymore.

The imagery has completely faded, and that’s why it has become a cliché.

Similarly, nobody pictures a bar when you talk about “raising the bar.” Nobody visualizes a bull when you say “take the bull by the horns.”

And nobody visualizes a baseball game when you’re “knocking it out of the park.”

Avoid such faded images. Instead, paint fresh and vibrant pictures with your own words. Be creative. Be different. And become memorable.

4. Let your words swing and swirl

Do your words jig or jive?

Rhythm influences us more than we think. We know that dancers follow the rhythm of a rumba or quickstep.

And when we work out at the gym, our brains synchronize with the rhythm of the music, too. An upbeat song makes us move faster. A dreamy love song slows us down.

In the same way, your readers experience the rhythm of your writing.

Even when content isn’t read aloud, readers hear their inner speech.

A dreary rhythm with a succession of long sentences makes them trudge. A faster cadence with a mix of short and long sentences allows them to hippety-hop through your words.

Writing engages readers when it ebbs and flows, sometimes slowing down with long and undulating sentences. Then upping the tempo again. With broken sentences. In staccato. Quick. Snappy.

Want to make your readers hop, skip, and dance?

Start with studying the rhythms of your favorite authors.

Notice, for instance, how Jack Kerouac runs ahead with his words. As a reader, you hardly have a chance to take a breath. His sentences are strung together, seemingly faster and faster.

Or reread your favorite Dr. Seuss story. His writing sticks to a rigid rhythm; you’ll detect the stress pattern quickly.

Finding a rhythm that suits your voice takes time. Read your content aloud. Play with the length of your sentences, and experiment with replacing a long word with a short one.

Break a few grammar rules and listen to how it changes your rhythm — and your voice.

Stand out in a sea of grey content

How often do we read content that surprises and delights?

The same ideas reverberate in the Internet echo chamber, again and again.

Almost everything has been said already. Several times. Using similar words.

To draw attention to your ideas — to grow a loyal following and build a thriving business — let your words dazzle and dance, swing and swirl, jig and jive.

Let your readers fall in love with your voice and crave your next blog update.

Come on. It’s time to swing your hips.

And let your ideas shine.

About the Author: Henneke Duistermaat is an irreverent copywriter and business writing coach. She's on a mission to stamp out gobbledygook and to make boring business blogs sparkle. Get her free 16-Part Snackable Writing Course for Busy People and learn how to enchant your readers and win more business.

The post 4 Delightful Editing Tips to Make Your Words Dazzle and Dance appeared first on Copyblogger.

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