Words out for the overworked: Auxiliary & Ancillary

by Charles Gonzales Gagui - CleVer Vibration

Photo: Cujo_Gone_Mad

I came about these terms when I was asked to proof-read a material document. There I saw the word ‘ancillary’, I then crossed it out and put in the word auxiliary above it, thinking it was a typographical error.

Generally, auxiliary and ancillary can be used interchangeably and their meaning are sometimes blurred. They both can be used when you are talking about help, support, optional subsidiary equipment.

I believe the only difference is that


The word auxiliary is used when talking about supplementary support or extra support independent to the main equipment.

Use auxiliary in a sentence:

• The junction box is part of the terminal box and it is termed as auxiliary terminal box.
• All manual shutdown switches shall have auxiliary normally closed contacts wired to the DCS to provide verification of manual ESD switch operation.

The word ancillary is used when talking about additional support or immediate support to the main equipment.

Use ancillary in a sentence:

• We need to have solid objectives to further achieve ancillary goals.
• They will be merely ancillary to our activities.

It is worth noting that auxiliary comes from auxilium meaning help and ancillary comes from the Latin ancilla meaning maid. 

Making them synonyms.

Words out for the overworked: Inquiry & Enquiry

by Charles Gonzales Gagui - CleVer Vibration

Photo: Benjamin Reay

As a Filipino, I am heavily influenced by the US.

So when I encounter the word enquiry, I usually consider it as a misspelled word of inquiry. 

Generally, most Asian countries favors ‘i’ and enquiry was kept regarded as a typographical error.

In the UK, there is also a difficulty of distinction between enquiry and inquiry. And they say it’s still developing.

Both ‘enquiry’ and ‘inquiry’ are used in British English.


The word inquiry is used to make a formal investigation.

Use Inquiry in a sentence:

• We need to conduct an inquiry to make a recommendation.
• Each inquiry has strict procedures to follow.

The word enquiry is used to question, request for information or to look into.

Use Enquiry in a sentence:

• I would like to enquire more on your product.
• Our Sales team will be delighted to discuss all your enquiries.

Nonetheless, there is close commonality in characteristics and sometimes we can use either of the two in the same  context.

6 Reasons why Creating Content is the highest form of Marketing

by Charles Gonzales Gagui - CleVer Vibration

I had a friendly argument with a colleague about creating content, then so I thought better to make an article about it.

Hope that these reasons will influence people welcome such musings and even create more content themselves.

“we need to bounce ideas around.” - Vadivelu Selvarajoo

Creating content is the highest form of Marketing as

1. It is a journey from “what is” to “what could become.”

2. It can be shared.

3. It can direct traffic keywords

4. It creates passive traffic

5. It is can be used as a freebie.

6. It forms ‘trust’ that excites.

1. Creating Content is a Journey from “what is” to “what could become.”

Photo: Tim

Best way to get your reader’s attention is by putting conclusion first and long introductions last. Consequently, getting the reader’s attention is the pinnacle of copywriting.

Copywriting is a complicated thinking process. Copywriters focuses more on simple words that can stimulate an emotional interest to call an action. Bringing readers in a journey from “what is” to “what could become.” 

This is by far very different on just creating content. Creating content falls largely for technical writers to do, but technical writers are usually copywriters themselves. Why? It is because they have realized that people are just too lazy to read.


2. Creating Content can be Shared

Photo: Emilio Quintana

Creating content is an easy way to share your product. Once shared, your readers can conveniently spread the word for you.

Social media is here to stay.


3. Creating Content can direct Searched Keywords

Photo: Cristian Cardenas

Another way to do direct traffic is creating content using specific keywords that will offer higher ranking.

In today’s world, buying a product is just simple. You just need to type a keyword on a Google search bar. 

On the other hand, selling a product needs to be more involved to specific keywords that people search for. Incorporating related keywords will provide a higher chance for searches.

Note: Using a keyword over and over or copy and paste content from another website will not create traffic. Google can detect these contents and bring your site to the bottom of the ranking or even ban you on the searches.


4. Creating Content creates Passive Traffic

Photo: Arnaud Montagard

A link means money. With quality content, links spontaneously happen that builds and create more traffic. Also, you can link old content to your new ones.

So set aside time on content. As long as your website exists, your content exists and will continue to create traffic. 

A passive traffic can increase in time as long as you have a useful content that a potential buyer really needs by:
a. Offering rich information through creative writing. 
b. Provide a genuine intention of helping the readers 
c. Engage in humour relevant to the specific keywords you want to use. 


5. Creating Content are used as Freebies

Photo: .tomate d'epingles.

Creative content is a form of an intangible asset that has value and it’s almost free to make. 

In addition, any form of asset is always good to have. Why not use it as a freebie? 

Everyone loves a freebie.


6. Creating Content forms ‘Trust’

Photo: Kevin Dooley

Creating Sales have different forms, but it always boils down to one single word, ‘Trust’.

To give an impression of:
• Sensibility to satisfy a need;
• Lust that they did not even knew they needed;
• Passion for the product and services;
• Intimacy and affection;
• Promise in quality and service;
• Desire as it is one of a kind.

Getting a buyer excited will give a greater chance to click the ‘buy’ button. 



Let me know what you think and please feel free to comment.