My grandmother, Alice, was a strict grammarian. She would scold me at the dinner table whenever I announced that I was done. "Cakes are done, people are finished," she'd chide. "You are finished with your meal."

To this day, I feel my neck hairs bristle when a waiter asks if I'm "done." Although I inherited some of Grandmother's grammar snobbery, I still mess up. Recently a friend chastised me for misusing the word "anxious," as in, "I'm anxious to to win the lottery." "Anxious means worried," she pointed out, "eager means excited." Okay, so I was eager to win the lottery.

Her point was well taken, though, and it got me thinking about other confusing word pairs - words we use interchangeably that actually have different meanings. So I dug up some more tricky combos. Be wary of these when writing copy:

BECAUSE OF versus DUE TO
Use because of when you can restate to ask, "Why?" "The seminar was postponed because of the blizzard." Why was it postponed? Because of the blizzard.

Due to is used with a noun. "The cancellation was due to the blizzard."

COMPLEMENT versus COMPLIMENT
Complement means to "complete" or "enhance": That fuchsia dress complements your complexion nicely.

Compliment is something we all love: praise and flattery! "Thanks for complimenting me on my fuchsia dress."

Complimentary also means "free," as in "Call for your complimentary one-hour consultation."

FURTHER versus FARTHER
Choose farther when referring to physical distance: "Wow, the finish line is farther than I expected."

Further refers to figurative distance and can mean "moreover" or "in addition," e.g., "I'm too tired to make it to the finish line; further, my running shoes are killing me."

THAT versus  WHICH
That is used with clauses that are essential to the sentence: "Writing is the aspect of marketing that I enjoy most."

Which is used with non-essential clauses and needs commas: "Writing, which I've enjoyed since I was a kid, is now my profession."

Now, you'll never be fooled by tricky word combinations again!

I recently met with a prospective marketing client who'd seen a dramatic drop in business at his shore-based motel. His competitors, meanwhile, were thriving. He and his co-owner wife - let's call them Tim and Tina - were desperate for some marketing help.

After a lengthy questioning and brainstorming process, I noted some key opportunities they were missing out on. But I also left with one major impression: These people need an extreme image makeover!

The minute I opened the door to the motel office, I encountered a cloud of cigarette smoke. Posted in the cramped space was an entire wall of signs blasting assorted warnings: "Lost-key charge $50"; "Lost beach-badge fee $65"; "Late checkout fee $20/hour"; "No Jacuzzi after 11PM"; "No more than 4 people to a room"; "No pets"; and on and on with no-nos, admonishments, and potential fees.

Tim gruffly answered the phone, "Motel." Meanwhile, there were two dogs panting from behind a fenced-in area, I sat in a dilapidated chair, and the place looked like it could use a good dose of Mr. Clean.

Tim and Tina are as nice as can be. They're hardworking people who pride themselves on running a sparkling-clean, family-oriented motel. But the image they project - from the smoke-infused air to the intrusive posters to the lack of phone finesse - could be turning customers off.

Your image - and specifically your business image - is part of your marketing strategy and must not be overlooked.

What comprises your image? For starters:

Your office - Is it clean, organized, comfortable, and welcoming? Are restrooms shipshape? Is the lighting too dim or too harsh?

Your phone-side manner - Do you and your staff have a pleasant phone demeanor? Do you sound rushed or impatient when you answer? Do you clearly state the name of your company? Do you return calls promptly?

Dress code - Do you require a particular dress or uniform code?

In-office behavior - Is your staff cracking gum or blowing bubbles? Are they gossiping where others can hear? Are they courteous-even when clients push their buttons?

Music or TV - Is it tuned to a channel that's appropriate for all ages? Is the volume too loud?

Now, give some serious thought to these questions:

What image do you want your business to project? Are you doing everything you can to project that image?

What improvements could you make to:

• Your office?  
• Your phone demeanor?
• Your dress code? 
• In-office behavior?
• Other areas?

So, what's the verdict? Are you giving good vibe - or do you need an extreme image makeover?

One of my favorite marketing pitches comes from a plumber who makes a bold promise: "Our plumbers will smell good and show up on time or I will pay you!"

The line is as humorous as it is accurate - and appeals to a basic human fear: that a given plumber will show up in grungy, stinky attire two hours after the designated appointment time.

He goes on to say that some plumbers "talk rude," "smell like a goat," "leave your house a mess," and "charge an arm and a leg."

While you may be chuckling at the smelly goat reference, you may also be nodding your head in feverish agreement.

This guy is a smart marketer. In appealing to customers' objections about plumbers, he goes right for the jugular - admitting to prospects that his industry is rife with poor (albeit sometimes deserved) stereotypes and a less-than-stellar reputation.

Then he tells you exactly why he's different - and he wraps it all up in a pretty bow: the on-time guarantee.

The point? Addressing what customers don't like can be an effective way to market your message.

Here's how:

Convey the issues, concerns, and fears your audience may harbor about your profession or industry.

Acknowledge stereotypes.

Be blunt and straightforward; avoid a defensive tone.

A little humor goes a long way!

Clearly communicate how you are different.

Offer a guarantee (Examples: This plumber offers sweet-smelling workers who show up on time; Domino's guarantees 30-minute delivery time).

I was curious to compare this plumber's message to what some of his competitors were saying. (Note: Errors were left intact!)

GROOVY PLUMBERS, INC.: When you need a plumber, you deserve the BEST! We are Licensed Plumbers. That's why you'll always be glad you called Groovy Plumber!

SWELL PLUMBERS, LLC: Swell Plumbers offers a high quality of service. If you need quality plumbing services, dependable work and affordable rates, give us a call today. 

ROCKIN' PLUMBERS, INC.: For over 30 years, Rockin' Plumbers and their reliable staff have been determined to satisfy the residential and commercial plumbing, heating, cooling, and construction needs of their valued customers.

These messages all start sounding the same and aren't nearly as compelling or catchy as the "smelly goat" guy. Which plumber would you choose?

P.S. Please note: I'm not picking on plumbers! I LOVE my plumber, who's as cool and reliable as they come. I just loved this particular plumber's approach to marketing; his tact could be used by any number of industries that are dogged by unflattering stereotypes.