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.
Tuesday, August 17, 2010
Tuesday, August 10, 2010
Time to Say a Few Words
Businesspeople like to tell of the condemned prisoner in the Roman arena. He stood calmly as the gates opened and a starving lion bounded toward him. Just as the lion was about to pounce, the prisoner whispered something the audience couldn't hear--and the lion whirled and bolted back through the gate.
Another lion was set loose on the prisoner, then another. Each time, he whispered something and the beast fled as if in panic.
By now, the official in charge was bursting with curiosity. He called the prisoner over and offered a full pardon "if you'll just tell me what you're saying to those lions!"
"It's simple," the prisoner replied. "I tell them, 'After dinner come the speeches!'"
The idea of a speech--especially when you're the one who has to make it--can also tempt human beings to bolt for the door. The emotional value we place on speeches is one reason they're prepared in advance, and that's where writing comes in.
It's a different category of writing than is done for books or Web sites, because speeches are designed to be heard rather than seen. Before jumping to the "hows" of speechwriting, memorize three essential points on what to do with it once it's written:
1. Rehearse the speech--out loud and preferably with a trusted small audience--before going public. This rule is vital not only for the practice and for raising your comfort level, but to ensure the speech actually fits the alloted time parameters.
2. Make the speech--don't read it. Keeping your eyes on the text will interfere with your making eye contact with the audience, and thus will reduce their interest in you.
3. Don't get obsessed with memorizing the written speech word for word. Concentrating too hard on your memory can result in your voice slipping into a monotone; moreover, the "word for word" approach can lead to getting completely lost if a single "next word" is forgotten.
As for the actual writing:
Arrange your speech in a meaningful order: chronological if one story is the focus; or from most important point to least; or on the alliteration or acronym approach (key words all beginning with the same letter or with letters that spell another word).
Use lots of anecdotes and examples. Good in any writing, this is particularly important where your audience may not have a copy of the text to save--facts and principles attached to real "happenings" will stick best in their minds. Don't be afraid to tell stories on yourself; audiences love it!
Don't force square pegs into round holes. Relate every sentence to the main theme. Don't include irrelevant jokes or anecdotes just for their entertainment value.
Avoid highly technical terms and words of over three syllables; they're hard to process when delivered verbally.
You can be more casual than with materials written for others to read; don't exchange everyday conversation for technically perfect grammar. (Of course, don't get so casual that people wonder if you finished high school!)
Remember the principle of "Tell 'em what you're going to tell 'em; tell 'em; tell 'em what you told 'em." Summarize your key point(s) at the beginning and again at the end.
Choose your first and last sentences especially carefully; grab your audience's attention at the beginning, and end with a strong takeaway point.
The takeaway point for this article is: No one's really waiting eagerly for some stupid remark they can use against you for the rest of your life. Don't let perfectionism ruin your dinner!
Another lion was set loose on the prisoner, then another. Each time, he whispered something and the beast fled as if in panic.
By now, the official in charge was bursting with curiosity. He called the prisoner over and offered a full pardon "if you'll just tell me what you're saying to those lions!"
"It's simple," the prisoner replied. "I tell them, 'After dinner come the speeches!'"
The idea of a speech--especially when you're the one who has to make it--can also tempt human beings to bolt for the door. The emotional value we place on speeches is one reason they're prepared in advance, and that's where writing comes in.
It's a different category of writing than is done for books or Web sites, because speeches are designed to be heard rather than seen. Before jumping to the "hows" of speechwriting, memorize three essential points on what to do with it once it's written:
1. Rehearse the speech--out loud and preferably with a trusted small audience--before going public. This rule is vital not only for the practice and for raising your comfort level, but to ensure the speech actually fits the alloted time parameters.
2. Make the speech--don't read it. Keeping your eyes on the text will interfere with your making eye contact with the audience, and thus will reduce their interest in you.
3. Don't get obsessed with memorizing the written speech word for word. Concentrating too hard on your memory can result in your voice slipping into a monotone; moreover, the "word for word" approach can lead to getting completely lost if a single "next word" is forgotten.
As for the actual writing:
Arrange your speech in a meaningful order: chronological if one story is the focus; or from most important point to least; or on the alliteration or acronym approach (key words all beginning with the same letter or with letters that spell another word).
Use lots of anecdotes and examples. Good in any writing, this is particularly important where your audience may not have a copy of the text to save--facts and principles attached to real "happenings" will stick best in their minds. Don't be afraid to tell stories on yourself; audiences love it!
Don't force square pegs into round holes. Relate every sentence to the main theme. Don't include irrelevant jokes or anecdotes just for their entertainment value.
Avoid highly technical terms and words of over three syllables; they're hard to process when delivered verbally.
You can be more casual than with materials written for others to read; don't exchange everyday conversation for technically perfect grammar. (Of course, don't get so casual that people wonder if you finished high school!)
Remember the principle of "Tell 'em what you're going to tell 'em; tell 'em; tell 'em what you told 'em." Summarize your key point(s) at the beginning and again at the end.
Choose your first and last sentences especially carefully; grab your audience's attention at the beginning, and end with a strong takeaway point.
The takeaway point for this article is: No one's really waiting eagerly for some stupid remark they can use against you for the rest of your life. Don't let perfectionism ruin your dinner!
Tuesday, August 3, 2010
Define Your Business in Three Steps
The successful business owner owes many a good idea to networking events and seminars. At a recent breakfast sponsored by my Chamber of Commerce, the speaker suggested the following useful hint for summarizing your business to interested parties: Develop your elevator speech around three key questions. The idea can easily be adapted to written materials, from your Web site's home page to your new sales letter.
Key Question #1: What is your Unique Selling Point, the distinct characteristic that makes your business stand out among the competition? Characteristics that every business in your field epitomizes (or should!) don't count; always delivering orders on schedule is commendable, but it'll hardly earn you special recognition from the news media. On the other hand, both Domino's Pizza and FedEx built successful USPs around unconditional guarantees of delivery within specific time limits. Be as specific as possible in choosing what point you should emphasize. What do your customers compliment you for? (Take special note of any comparisons to your competitors.) If you've won any awards or been featured in any news stories, what qualities of your business did they focus on?
Example: Want blogs and brochures with genuine interest value to potential clients? Spread the Word Commercial Writing knows what the general public likes to read; we bring combined experience of over 10 years writing articles for business and popular periodicals.
Key Question #2: Who is your ideal client? Saying "anybody" will get you fewer, not more, referrals; people need specific images to focus on. Think demographics: what do your current customers have in common in terms of age or income bracket? Gender or ethnicity? Family situation? If you offer business-to-business products or services, what are your top three preferred industries? What is the typical size/revenues range of companies likely to hire you? What is your ideal client's typical business mission?
Example: Spread the Word offers its services to businesses and organizations that are dedicated to helping people out of depression and discouragement.
Key Question #3: What specific needs do your products/services fill? Never forget the "find a need and fill it" principle! Customers don't come to your boutique because you won a designer award; they come because the clothes you sell suit their perceived needs. If you have trouble being specific here, consider taking a customer survey; you might even find an opportunity to subsequently emphasize a need you're now filling for the first time. (And to start filling it before some competitor uses it to lure your customers away!)
Example: When you use Spread the Word's writing services, your brochures will no longer be tossed as “junk mail” [filling the need to offer something people will save--thus keeping your name before them--and also the need to send the subconscious message, "My company is valuable"].
Answering these three key questions to the public's satisfaction can bring you more and better clients; garner more and better referrals; and help you clarify your business's focus. Please share your answers in the Comments section!
Key Question #1: What is your Unique Selling Point, the distinct characteristic that makes your business stand out among the competition? Characteristics that every business in your field epitomizes (or should!) don't count; always delivering orders on schedule is commendable, but it'll hardly earn you special recognition from the news media. On the other hand, both Domino's Pizza and FedEx built successful USPs around unconditional guarantees of delivery within specific time limits. Be as specific as possible in choosing what point you should emphasize. What do your customers compliment you for? (Take special note of any comparisons to your competitors.) If you've won any awards or been featured in any news stories, what qualities of your business did they focus on?
Example: Want blogs and brochures with genuine interest value to potential clients? Spread the Word Commercial Writing knows what the general public likes to read; we bring combined experience of over 10 years writing articles for business and popular periodicals.
Key Question #2: Who is your ideal client? Saying "anybody" will get you fewer, not more, referrals; people need specific images to focus on. Think demographics: what do your current customers have in common in terms of age or income bracket? Gender or ethnicity? Family situation? If you offer business-to-business products or services, what are your top three preferred industries? What is the typical size/revenues range of companies likely to hire you? What is your ideal client's typical business mission?
Example: Spread the Word offers its services to businesses and organizations that are dedicated to helping people out of depression and discouragement.
Key Question #3: What specific needs do your products/services fill? Never forget the "find a need and fill it" principle! Customers don't come to your boutique because you won a designer award; they come because the clothes you sell suit their perceived needs. If you have trouble being specific here, consider taking a customer survey; you might even find an opportunity to subsequently emphasize a need you're now filling for the first time. (And to start filling it before some competitor uses it to lure your customers away!)
Example: When you use Spread the Word's writing services, your brochures will no longer be tossed as “junk mail” [filling the need to offer something people will save--thus keeping your name before them--and also the need to send the subconscious message, "My company is valuable"].
Answering these three key questions to the public's satisfaction can bring you more and better clients; garner more and better referrals; and help you clarify your business's focus. Please share your answers in the Comments section!
Monday, July 26, 2010
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:
- "Donate to Consignment Retail Shop's quarterly sale and get rid of all those things that just clutter up your home. Bring your family."
- "Don't let outmoded medical treatments make your health problems worse. Come to Homeopathic Clinic and let us take care of that."
- "Our vacuum cleaners run so quietly, you'll swear they aren't working at all."
- "Our West Road franchise will be closing next week. Thanks to all our former loyal customers."
- "Come to our rifle range. We provide instructors so you can learn to shoot yourself."
- "Can't get Internet access? Visit our Web site for the solution!"
- "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."
- "At next Sunday's church service, the pastor will formally announce his resignation, after which the congregation will sing 'Praise the Lord.'"
- "Fly with our airline and let us worry about the hassles of driving."
- "Our cars are effectively indestructible and let you hit anything with impunity."
- "Tinter's Barber Shop prides itself on cultivating long-term customer relationships. We'll cut your hair until you go bald!"
- "Get away from the crowds at Custom Resort. Reservations must be made at least six weeks in advance."
Tuesday, July 20, 2010
Words Are Funny
In honor of vacation season, today's post takes a break from talking about business, and makes time to laugh at the idiosyncracies of the English language.
- Why do we drive on parkways and park on driveways?
- Why do we send shipments in cars and cargo on ships?
- If your father's wife is your stepmother, why isn't your uncle's wife your stepaunt?
- If she corresponds to he, why don't we have shim and shis to correspond to him and his?
- If the plural of mouse is mice, why isn't hice the plural of house? How does one tell the difference between the singular and the plural of sheep? And what's the singular of trousers?
- If vulnerable and invulnerable are opposites, why do inflammable and flammable mean the same thing?
- Why doesn't overlook mean the same as oversee? And why does quite a lot mean the same as quite a few?
- If "worn-out" clothing is no longer fit to wear, shouldn't brand-new clothing be sold as "worn-in"?
- Why isn't there any egg in an eggplant, or any apple in a pineapple? Where are the rocks in rock candy? Why aren't lead pencils made with lead, and why are tin cans made mostly of steel?
- Why do dogs and people take catnaps?
Take a nap yourself this afternoon, and remember that relaxed minds make for "creativer" writing! (Why doesn't every adjective have one-word comparative and superlative forms??)
Tuesday, July 13, 2010
Your Blog's Mission
A good blog, like a good magazine, needs a reasonably narrow focus. Few people will continue following a blog that talks about cat care one week, Middle East politics the next, and computer software the week after that--unless the writer can tie all three to some common aspect (such as "the realities of the modern world from a radical conservative's perspective") and emphasize that aspect to make it obvious all posts come from the same basic point of view.
It is possible to write a blog that covers a large variety of subtopics. Look at major periodicals that have been around for decades: National Geographic; Good Housekeeping; Time Magazine. All cover a variety of topics that at first glance seem to have little in common, yet no one thinks it odd if National Geographic runs an article on caffeine next to one on the history of polar exploration. The secret is to have a clearly definable mission--whether that mission is to educate readers on people, their cultures, and their world; to show average Americans how to make personal and family life more fulfilling; to explore how a philosophy or religion relates to the real world; or simply to provide entertainment for lovers of literary fiction.
The most obvious advantage of the mission-oriented blog is that it's less likely to die for lack of new post ideas; how many things can the average blogger really say about "the view from my kitchen window"? (For a detailed discussion on how not to run out of ideas, check back to the March 23 post.) But unless the mission itself is obvious, readers may lose interest as quickly as with a "topics chosen at random" post. So "your mission, should you choose to accept it," is to write your mission-oriented blog according to the following hints:
Make your blog's mission match your business's mission--or some aspect of the latter. A veterinarian might write a pet-health blog; a community-development nonprofit could focus on positive aspects of architectural or educational trends. A relevant blog is good publicity for your business, helps establish your expertise in readers' minds, spreads passion for the cause, and also is the best bet for a topic you won't run out of ideas on.
Put a header on your blog that states its mission in one short paragraph. The "mission statement" for Good Writing is Good Business begins "Despite what many would-be novelists think, good writing is not easy. It is, however, vital . . ." (see above). When Web surfers discover an interesting post on driving for maximum fuel efficiency, and come back the next week to find a post on locating thrift stores, they won't be jarred by the apparent incongruity if the header has made clear that this is a blog on "everyday economical living."
Choose a blog title equally evocative of the mission. Even if you prefer a clever or intriguing title that doesn't make the mission obvious (in which case a descriptive header is doubly important), match it to the blog's overall tone. Beware of risque implications if your mission is conservative, and remember that "groaner" puns lead readers to expect plenty of humor.
Keep the tone consistent from post to post; it'll help maintain a cohesive feeling when topics vary. Define the typical response you want to evoke: belly laughs? Moral indignation? Sentimental musings? If you write your own posts, beware of trying to speak in a "voice" that isn't yours. Attempting humor without a gift for it is bad enough in a single article; in a series of posts, it'll drive both you and your readers crazy.
Every successful business has a mission. The wise business owner designs blogs--and all other PR and marketing materials--to provide maximum support for that mission.
It is possible to write a blog that covers a large variety of subtopics. Look at major periodicals that have been around for decades: National Geographic; Good Housekeeping; Time Magazine. All cover a variety of topics that at first glance seem to have little in common, yet no one thinks it odd if National Geographic runs an article on caffeine next to one on the history of polar exploration. The secret is to have a clearly definable mission--whether that mission is to educate readers on people, their cultures, and their world; to show average Americans how to make personal and family life more fulfilling; to explore how a philosophy or religion relates to the real world; or simply to provide entertainment for lovers of literary fiction.
The most obvious advantage of the mission-oriented blog is that it's less likely to die for lack of new post ideas; how many things can the average blogger really say about "the view from my kitchen window"? (For a detailed discussion on how not to run out of ideas, check back to the March 23 post.) But unless the mission itself is obvious, readers may lose interest as quickly as with a "topics chosen at random" post. So "your mission, should you choose to accept it," is to write your mission-oriented blog according to the following hints:
Make your blog's mission match your business's mission--or some aspect of the latter. A veterinarian might write a pet-health blog; a community-development nonprofit could focus on positive aspects of architectural or educational trends. A relevant blog is good publicity for your business, helps establish your expertise in readers' minds, spreads passion for the cause, and also is the best bet for a topic you won't run out of ideas on.
Put a header on your blog that states its mission in one short paragraph. The "mission statement" for Good Writing is Good Business begins "Despite what many would-be novelists think, good writing is not easy. It is, however, vital . . ." (see above). When Web surfers discover an interesting post on driving for maximum fuel efficiency, and come back the next week to find a post on locating thrift stores, they won't be jarred by the apparent incongruity if the header has made clear that this is a blog on "everyday economical living."
Choose a blog title equally evocative of the mission. Even if you prefer a clever or intriguing title that doesn't make the mission obvious (in which case a descriptive header is doubly important), match it to the blog's overall tone. Beware of risque implications if your mission is conservative, and remember that "groaner" puns lead readers to expect plenty of humor.
Keep the tone consistent from post to post; it'll help maintain a cohesive feeling when topics vary. Define the typical response you want to evoke: belly laughs? Moral indignation? Sentimental musings? If you write your own posts, beware of trying to speak in a "voice" that isn't yours. Attempting humor without a gift for it is bad enough in a single article; in a series of posts, it'll drive both you and your readers crazy.
Every successful business has a mission. The wise business owner designs blogs--and all other PR and marketing materials--to provide maximum support for that mission.
Tuesday, July 6, 2010
Want to Write a Magazine Article?
Every academic and scientist has heard the phrase "publish or perish." When part of your job is to be brilliant, people expect to see your byline in major journals; lack of a bibliography quickly begins to reflect on your professional reputation.
While the pressure is less in other fields, the concept holds universally true: the businessperson who gets noticed by a major periodical is the businessperson whose presumed expertise gets respect. The press release, covered in an earlier post, is one way of getting an article into a newspaper or trade journal. To go beyond "the latest scoop on my business," try an article in one of the following categories:
The op-ed (as in "opposite the editorial page" or "opinion-editorial") is a good beginning choice; these social-commentary articles are short (rarely more than 750 words) and can be written directly from personal knowledge. Don't, however, slip into the "everyone with any sense knows this" approach; the opinion advanced still has to be supported with clear facts and logical conclusions. Pick a topic you feel strongly about and have considerable experience with; give "see-their-point" consideration to those who disagree; and cite at least one respected source that isn't on your payroll.
The filler--the brief piece of advice, anecdote, or trivia item--can also be a good first-article choice, especially if you work in a human-interest-related field. There's rarely room for lengthy author bios; just note your business name and/or Web address, plus your field if it's not obvious from the name.
The profile, interview, or news feature is an expanded version of the press release: instead of one specific milestone or accomplishment, this article focuses on multiple aspects of a person or business and (in the case of the news feature) how they relate to some major event or trend. It's ideal if a periodical interviews you; but, unfortunately, this isn't something you have much control over (though it helps to get involved in prominent causes and build good person-to-person relationships with the community and media). If you do want to write one of these articles yourself, be careful; it's hard to keep self-profiles from sounding like blatant self-promotion. You might hire an outside freelance service to edit your article for general interest, or to ghostwrite a news feature; or you might offer yourself to a freelance writer as a profile or interview subject, contributing a sidebar under your own name. (Don't, however, pay a writer for doing an interview article with you as the subject; it could invite uncomfortable ethical questions.)
The full-length feature article, whether news, social trends, or how-to, should be attempted only by the most experienced writers. However, there's nothing wrong with hiring a ghostwriter or "as told to" writer in this case. Do write the author bio yourself; it should be one short paragraph noting your business name/specialty, the best means of contacting you, and an interesting fact about you or your business that relates to the article's focus.
The full-page advertorial deserves a quick mention, though technically it's a paid advertisement rather than an article. The most effective ones read like press releases and include the human element, especially case histories and photographs.
A couple of final points:
1. For prestige, reader interest, and chances of being published, the trade journals for your industry are the best places to submit articles.
2. If you can't yet claim a published article, there's nothing unethical about posting your best work online with the note "as submitted to x magazine" (provided it's the truth, of course, and provided there's no risk of the magazine's later requesting first publishing rights). At least you'll get credit for trying!
While the pressure is less in other fields, the concept holds universally true: the businessperson who gets noticed by a major periodical is the businessperson whose presumed expertise gets respect. The press release, covered in an earlier post, is one way of getting an article into a newspaper or trade journal. To go beyond "the latest scoop on my business," try an article in one of the following categories:
The op-ed (as in "opposite the editorial page" or "opinion-editorial") is a good beginning choice; these social-commentary articles are short (rarely more than 750 words) and can be written directly from personal knowledge. Don't, however, slip into the "everyone with any sense knows this" approach; the opinion advanced still has to be supported with clear facts and logical conclusions. Pick a topic you feel strongly about and have considerable experience with; give "see-their-point" consideration to those who disagree; and cite at least one respected source that isn't on your payroll.
The filler--the brief piece of advice, anecdote, or trivia item--can also be a good first-article choice, especially if you work in a human-interest-related field. There's rarely room for lengthy author bios; just note your business name and/or Web address, plus your field if it's not obvious from the name.
The profile, interview, or news feature is an expanded version of the press release: instead of one specific milestone or accomplishment, this article focuses on multiple aspects of a person or business and (in the case of the news feature) how they relate to some major event or trend. It's ideal if a periodical interviews you; but, unfortunately, this isn't something you have much control over (though it helps to get involved in prominent causes and build good person-to-person relationships with the community and media). If you do want to write one of these articles yourself, be careful; it's hard to keep self-profiles from sounding like blatant self-promotion. You might hire an outside freelance service to edit your article for general interest, or to ghostwrite a news feature; or you might offer yourself to a freelance writer as a profile or interview subject, contributing a sidebar under your own name. (Don't, however, pay a writer for doing an interview article with you as the subject; it could invite uncomfortable ethical questions.)
The full-length feature article, whether news, social trends, or how-to, should be attempted only by the most experienced writers. However, there's nothing wrong with hiring a ghostwriter or "as told to" writer in this case. Do write the author bio yourself; it should be one short paragraph noting your business name/specialty, the best means of contacting you, and an interesting fact about you or your business that relates to the article's focus.
The full-page advertorial deserves a quick mention, though technically it's a paid advertisement rather than an article. The most effective ones read like press releases and include the human element, especially case histories and photographs.
A couple of final points:
1. For prestige, reader interest, and chances of being published, the trade journals for your industry are the best places to submit articles.
2. If you can't yet claim a published article, there's nothing unethical about posting your best work online with the note "as submitted to x magazine" (provided it's the truth, of course, and provided there's no risk of the magazine's later requesting first publishing rights). At least you'll get credit for trying!
Subscribe to:
Posts (Atom)
