Write Your Way to Success

Posted May 14th, 2009 by tina

The following article by Adrienne Moch was published at WomensMedia.com. It does such a nice job of demystifying the task of writing for business, that I wanted to share it here.

Could you be writing your way out of business? It’s a possibility…if you lack the ability to communicate well in your written marketing materials, which include everything from your website and collateral to e-mail and other correspondence. Potential clients can be turned off by grammar and style mistakes, or they just may not get your message if it’s unclear or buried in an avalanche of words.

You may be someone who can sell ice to Eskimos, but more times than not, your prospects get their first impression of your organization through something written. If their initial reaction isn’t positive, it won’t matter how fantastic your product or service is, or how great your sales skills are; you aren’t likely to get the chance to show it.

Several years ago, I met an IT company owner whose website home page was inadvertently turning clients off. This guy’s technical skills were phenomenal, and his customer service was top-notch…but his writing skills left something to be desired. His entire website was riddled with errors, but the most glaring was in a large, bold letters on the first page visitors saw: “We’ll meat all your IT needs.”

Now, there’s nothing wrong with enjoying a burger once in a while, but there’s no telling how many potential clients chose not to investigate this company’s services after seeing the word “meet” misspelled. The message sent goes deeper than merely, “oops, a typo,” It speaks to the company’s ability to be detail-oriented and to double-check its work, surely two qualities you want in an IT services provider.

I think you get the drift. I could provide many more examples of writing missteps unwittingly made by companies in their quest to attract clients. Instead, I’ll move on to offer some tips to ensure that the things you write attract rather than repel potential clients.

It’s About Them…Not You
“I” and “we” may be the most overused words in marketing material. That’s not good, since your audience’s priority will always be discovering what’s in it for them. You’ll see a subtle yet important difference when you write for your audience rather than to it.

• I provide superlative writing and editing services.
• Your written materials will be enhanced when you take advantage of my superlative writing and editing services.

The first bullet is all about me, while the second is focused on my potential clients. Which message do you think is more likely to bring me new business?

Less Is More
This is a message I communicate all the time. While you care deeply about your product or service, your audience is not as engaged…so the more succinct your written materials are, the better.

• Get quickly to the point.
• Use reader-friendly bullet points.
• Remove content that’s unnecessary based on an objective party’s opinion.

Potential clients are often looking for reasons not to spend money…so sometimes you shoot yourself in the foot if you offer too much for them to contemplate.

KIS
This is my acronym—Keep It Simple—because I don’t like “stupid,” which is part of the KISS Principle. Outside of academia, writing should not be used to showcase your vocabulary. Consider the following word sets:

• missive & letter
• preclude & prevent
• allay & alleviate
• superfluous & unnecessary

The words in each bullet mean the same thing…but the first ones are a bit less common, so they’re more likely to be misunderstood. Use simple language so you don’t “lose” anyone.

Hyphenate
The poor hyphen; so many of you don’t use it. Here are a few phrases that warrant hyphenation:

• first-class customer service
• next-generation product
• third-party relationship

See the trend? When a noun is modified by the previous two words, they should be hyphenated.

Let’s Hear It for the Comma
The poor comma seems to have become an afterthought, based on the work I’ve been seeing lately. I don’t understand why, because commas are excellent tools for guiding readers through text. (Take the comma out of the preceding sentence and read it aloud; it loses flow and emphasis.)

When should you use commas? A good rule of thumb is to include a comma where you would pause if you were speaking, but here are a few other tips:

• Separate items in a simple or complex series. You must consider grammar, messaging and format when you write. (Note no “second comma” is necessary.) Good writing will attract new clients, present your company in a positive light, and ensure you’re not inadvertently turning away potential business.
• Separate coordinate adjectives. I provide prompt, quality services. (If “and” can be inserted between the adjectives, and they can be switched without changing the sentence’s meaning, they’re coordinates.)
• After introductory phrases. To be successful in business, your marketing materials must be well written.

Looks Matter
While it’s true you can’t judge a book by its cover, an attractive cover is going to encourage more readers to open its pages. The same can be said for business writing; how your writing looks is going to have an effect on its readability, and thus, its power.

Here are a few things to keep in mind as you write various types of business communications:

• Keep your paragraphs short. Long blocks of text are disconcerting. If you find yourself going on and on in the same paragraph, take at look at how you can break it into two.
• Use subheads. When you add bolded headings, it enhances the reading process by providing a content “road map.”
• Remember that space is your friend. Don’t feel the need to cram as much copy as you can onto a page, whether it’s to be printed or on a website. As any designer will tell you, white space is an element unto itself.
• Choose simple fonts. With all the choices available, it can be tempting to try out “funky” fonts once in a while. If you can’t contain yourself, limit your experimentation to personal correspondence. Leave it to a graphic designer to add creative elements to your written communication.

These suggestions apply to all business communications, even e-mail. You want to set a positive tone with readers, both with your words and the way they are presented.

Business writer/editor Adrienne Moch has nearly 30 years of experience in the communications arena. Since 2004, she’s helped clients put their best foot forward in all their written materials, using the skills she obtained as a newspaper reporter and editor, corporate communications specialist, and PR professional. Learn more and sign up for her quarterly online newsletter, The Write Stuff, at www.adriennemoch.com.

In her “spare time,” Adrienne serves as president of the San Diego chapter of the National Association of Women Business Owners (NAWBO). This dynamic organization offers networking, peer support, advocacy and more, specifically focused on women business owners. Learn more at www.nawbo-sd.org.