|
|
|
|
ASK THE EDITOR Vol. 2, Issue 4 Q3 2001 http://kevinorf.tripod.com ----- IN THIS ISSUE: WRITING CLEAR, EFFECTIVE COPY - TIPS ON WRITING EFFECTIVELY - GENERAL TIPS - TONE - USE CONCISE, SIMPLE, PLAIN LANGUAGE - WRITING PERSUASIVELY - BE INTERESTING TO READ - HOW TO BE BORING - QUOTES - QUESTION FOR READERS - PREVIOUS READER REPLIES - ASK THE EDITOR QUESTION ----- NOTE FROM THE EDITOR Thank you for your continued feedback and support. Your ideas are what drive this newsletter. Please keep them coming.
The topic in this issue was suggested by a reader. The reader wanted to know effective strategies for completing common business writing tasks such as letters, memos, reports, and proposals. This issue is packed with powerful tips and techniques to help you tackle these projects as efficiently and effectively as possible.
You may have noticed we are changing to a quarterly format. We will continue to provide tips and advice on issues that all writers--from business professionals to professional writers--must address on a regular basis. We'll also continue to provide expert opinion on any writing problem. Just "Ask the Editor."
Please let us know how we're doing. We want to know if we are covering topics pertinent to you, and we appreciate your ideas about format.
I encourage you to check out our Web site: http://kevinorf.tripod.com. Recently, we updated our client list and testimonials for our writing services.
Sincerely, "The Editor" ----- TIPS ON WRITING EFFECTIVELY As I stress in my writing seminar, writing is a continuous process of prewriting, which includes generating and organizing ideas; writing; and rewriting, which includes revising and proofreading. Previous issues of this newsletter have addressed how to generate ideas and revise. The tips in the following sections will help you with actual composition. ----- GENERAL TIPS - Put the reader first. It seems simple but we so often forget it. I don't know how many proposals and memos I've read that didn't really address the reader's needs. What does the reader really need to know? - Organize your points in a manner most effective for your reader. Don't be afraid to hit them over the head: tell them what you are going to tell them, then tell them, then tell them again what you told them. - Break your writing into short sections. Don't be afraid to use numbers or bullets and use subheads if you have a lot of copy. People read these first. Keep paragraphs to two or three sentences. - Keep sentences short. Long sentences tire readers. More than 40 words is unreadable. Average 14 to 16 words. But remember to vary length or you will sound dull. - Use simple words. You are trying to communicate, not impress. Do not use a technical term unless you are certain your audience understands it and no better alternative exists. Use one or two syllable words. - Be concise. Avoid redundancies, run-ons, wordy phrases, passive voice, unnecessary adjectives, etc. - Add punch to your headlines. Use a verb, which is more active and not dull: Not: "Board Meeting Report" But: "Board Rejects Budget" Also, use present tense. News is more interesting when fresh. Not: "Bottom Line Increased by $500,000" But: "Revenue Increases $500,000" - Be specific. This helps readers find the information they need and gets attention. Not: "Department Performance Outstanding" But: "Marketing Campaign Wins Award" - Write a killer lead. Get the reader's attention, but understand that the reader will want to know what is in it for him or her right away. Here's how: - Force reader to keep reading by using paradox, humor, surprise, novelty, or a question. - Include "5 W's": who, what, why, when, where. - Avoid opening with "Pursuant to," "Per your request," "Please be advised," or "Please find enclosed." ----- TONE Tone is how you sound on paper. It conveys attitude and creates an image of you and your company. Sound stuffy or angry and that's how you'll be perceived. Sound helpful, friendly, and concerned and that's how you'll be perceived.
Tone has a lot to do with how people will interpret and respond to your message. To be most effective, write in a natural, conversational style; don't use corporatese.
Not: Please find for your consideration the attached proposal. Please advise at your earliest convenience your opinion of this project. But: Here's the proposal you requested. Let me know as soon as possible what you think. ----- USE CONCISE, SIMPLE, PLAIN LANGUAGE Use informal, not formal, language. Write to express, not to impress. Err on the side of informal. Not: As per our recent memo, enclosed herein is the heretofore unreleased expense form. But: Here's the new expense form mentioned in the recent memo.
Be pleasant without gushing; avoid expressing anger. Not: Your recent letter has me totally confused. But: Thanks for your recent response. I have a couple of questions. ----- WRITING PERSUASIVELY Most business writing is persuasive. Even reports often have the intention of getting management to accept recommendations. - Cut to the chase. State your reason for writing right away in the first paragraph. - Get your reader's attention in the heading and opening paragraph, for example: "Re: Cutting expenses through reorganization." - Use facts, opinions, and statistics to support your position. Tell your audience what this information means and prove to the reader why the action requested makes sense. For example: "Reorganizing our department will save $6,000 each month by streamlining work processes and reducing our reliance on outsourcing." Or: "Our quality improvement director believes my proposed structure for reorganization is the most effective way to streamline our work." - Eliminate unnecessary facts and figures. Delete the "warm up" paragraph that contains relevant, but not essential, information. Background information might be necessary, but don't lead with it or you may lose your reader. Focus on information that supports your point. - Tell the reader how to respond, for example: "Please present my findings and recommendations on the proposed network at the Executive Leadership Council meeting next week." - Give the reader a reason for responding to your request, for example: "To ensure next quarter's sales are back on track, please review Marketing's strategic plan immediately." - Emphasize benefits, not features, for example: "WordPro's ability to convert all types of documents will save money currently spent on vendors." - End with power. Clearly restate and be specific about the action you want taken. For example: "Please call me to confirm that we will meet on April 19 to discuss the sale." - Delete unnecessary closings. ----- BE INTERESTING TO READ - Speak to your reader's life, emotions, needs, and desires. - Tell a story. - Write about people. - Write in a personal style, like a letter to a friend. - Include important news and major issues. - Answer important questions the reader might have. - Address subjects that interest the reader. ----- HOW TO BE BORING (ZZZZZZ…) - Tell readers what they already know. - Use big words, long sentences, and long, unbroken paragraphs. - Keep all sentences the same length. - Write without direction or point of view. ---------- QUOTES "One should never write down or up to people, but out of yourself." Christopher Isherwood
"Writing is the hardest work in the world not involving heavy lifting." Pete Hamill
"Writing is no trouble: you just jot down ideas as they occur to you. The jotting down is simplicity itself--it is the occurring which is difficult." Stephen Leacock ------ QUESTION FOR READERS What do you think is the most critical thing to think about when composing? ----- PREVIOUS READER REPLIES Which style manual do you use? Why? Do you have a house style manual? What does it consist of?
"We use AP for our newsletters and The Chicago Manual of Style for our books. We also spent six months creating a house style manual to address issues unique to our organization--we're an association publisher. You can imagine the battles that raged between the periodicals editors and the book editors. The results were very beneficial, though." Ed Fiedler ----- ASK THE EDITOR QUESTION "I have a question… Which is correct: human resource department or human resources department? Human Resources Director or Human Resource Director? When should the word 'resource' be used in plural, and when not, when writing about things concerning human resource(s)." Deanna McCrary
First and foremost, use the actual name of the department when writing about a department or director, which may be plural or singular depending on the organization. In other cases, according to editors at the Society for Human Resource Management, there's no accepted industry standard for using one term over the other, although they favor the singular when used as a compound adjective in front of nouns such as "management" or "issue." "The Editor"
Stumped by a style issue or perplexed by a punctuation problem? In each issue, I answer a question submitted by a reader. Send your question today! ***** Copyright 2001 Kevin Orfield Need an immediate quote on a writing project? Or need an estimate for a customized business writing seminar? Call a writing consultant you can depend on. Kevin Orfield, MA Writing Consultant 262-236-0110 Fax: 262-236-0120
Orfield Communications 319 Woodside Ln. Thiensville, WI 53092 Visit our Web site! http://kevinorf.tripod.com ***** As a customer of Orfield Communications, you get a free subscription to the quarterly e-mail newsletter, Ask the Editor. Each issue tackles a common problem all writers--from business professionals to professional writers--often face. You can also get expert opinion on any writing problem. Just "Ask the Editor." Subscription Notes: Feel free to pass this newsletter on to friends and colleagues. - To subscribe others, just have them send an e-mail to kevinorf@netwurx.net with "Subscribe to Ask the Editor" in the "Subject" box. - To unsubscribe at any time, simply send an e-mail to kevinorf@netwurx.net with "Unsubscribe to Ask the Editor" in the "Subject" box. But then, why would you want to miss out on free advice? ***** |
|
Or need an estimate for a customized business writing seminar? Send an e-mail message to Kevin Orfield at kevinorf@netwurx.net or call 262-236-0110.
Orfield Communications, 319 Woodside Ln., Thiensville, WI 53092, fax: 262-236-0120. |
Need an immediate quote on a writing project?