Resolved to Write Better

Welcome to Good Writing is Good Business 2011!

One of my New Year's resolutions was to make my posts shorter (at least until I see if more readers comment once I stop trying to say everything myself!). So today's post will comprise the top three business writing resolutions I recommend all entrepreneurs make--no description to be longer than this paragraph.

1. Keep things short. (Surprise!) Never use three words where one will do; never use five syllables where two will suffice. And don't drop in extra information just to show off your knowledge. Consumers researching best buys in car accessories don't really care how many miles the U. S. population drove in 2010.

2. Be thorough and clear. The opposite mistake from saying too much is assuming too much about what the reader knows. Do spell out (the first time) what acronyms stand for; don't mention a current event without giving a few details on the when-who-how. (Not everyone watches CNN daily!)

3. Proofread. The more important a piece, the more thoroughly it should be proofread (if really important, it deserves two proofreaders and a week's rest before the final draft). But even with a casual e-mail, scan before sending. It's worth it to avoid a real howler (such as leaving the l out of public).

What is your suggested top resolution in the business writing arena?

"Rush" Is a Four-Letter Word

As a professional writer, I have a quick eye for typos, which can make ordinary reading an often annoying and sometimes hilarious experience. Did our grandparents really "have their milk delivered directly form the dairy"? Would you like to "take a peak at all the software options available today"? And how many people actually know the difference between its and it's?

I own books from every decade back to the 1960s, and as far as I can tell, accurate proofreading at major publishers has been in decline since the spell checker was invented. Those spell checkers, created to eliminate typos, seem instead to be giving writers one more excuse for laziness....

Or is it laziness that dismisses the need to proofread personally? Are business owners, working hard to all appearances, turning out sloppy social media writing because they "don't have time" to proofread--and sending brochures to the printer with unnoticed typos because they "don't have a week" to let the text sit so they can come back to it with fresh eyes? Is the underlying reason the same one that causes sleep deprivation and 70-hour work weeks: society has been conditioned to value quantity over quality? Until, of course, one becomes the customer whose order was lost in the crush, or the driver whose car was dented by someone hurrying to meet a delivery schedule. Or the shopper who goes to the wrong address because a harried copywriter mistyped the number. Rush is ultimately the worst enemy of success.

The best defensive weapon is a little planning. I try to allow at least one full hour for preparing a blog or social media post of my own, and a minimum of one week per 500 words when doing a project for someone else. I may never win a prize for greatest number of projects per month, but my work is rarely featured in "The Funniest Writing I've Seen" forums either.

A bestselling book of the early 1990s asked, If You Haven't Got the Time to Do It Right, When Will You Find the Time to Do It Over? Twenty years later, most businesspeople still forget to ask themselves that question. If you apply it to your writing, you'll gain a marked advantage in making a professional impression.

Be Careful What You Say

When it comes to the written word, flawless spelling and punctuation aren't always enough to make your business look good. Building on last week's theme of humor in the English language, here are a dozen examples of the potential embarrassment in not thinking through what your words actually say:

1. "Donate to Consignment Retail Shop's quarterly sale and get rid of all those things that just clutter up your home. Bring your family."
2. "Don't let outmoded medical treatments make your health problems worse. Come to Homeopathic Clinic and let us take care of that."
3. "Our vacuum cleaners run so quietly, you'll swear they aren't working at all."
4. "Our West Road franchise will be closing next week. Thanks to all our former loyal customers."
5. "Come to our rifle range. We provide instructors so you can learn to shoot yourself."
6. "Can't get Internet access? Visit our Web site for the solution!"
7. "Our software is completely foolproof and virtually guaranteed never to frustrate you. To further ensure your convenience, we maintain a 24/7 Customer Complaints hotline."
8. "At next Sunday's church service, the pastor will formally announce his resignation, after which the congregation will sing 'Praise the Lord.'"
9. "Fly with our airline and let us worry about the hassles of driving."
10. "Our cars are effectively indestructible and let you hit anything with impunity."
11. "Tinter's Barber Shop prides itself on cultivating long-term customer relationships. We'll cut your hair until you go bald!"
12. "Get away from the crowds at Custom Resort. Reservations must be made at least six weeks in advance."

Just because you're clear on what you mean doesn't mean anyone else is; others can only read your words, not your mind. Never let anything significant to your profits or reputation get out to the public without testing it on at least one person who had no hand in writing it!