The Guiding Write

Writing is “easy,” right? Writing may be, but is the syntax – sentence structure – powerful and presentable? Is your grammar correct? Did you use the proper punctuation?

We all read sales and business letters, memos and reports from associates around the world. Each is asking for our time, ideas or our interest in their company, product or service.

As many documents – e-mail included – as you receive, I can only imagine how many you read that contain typos, misspelled words or names, poor punctuation or other glaring errors. What is your reaction: positive or negative? Your written words speak loudly.

The business world is in a mad frenzy to grab the prospects’ attention and interest immediately. Your opening is vital.

You have about 10 seconds to captivate the attention and interest of your readers, and to stand out above your competition. In those first seconds the reader makes an initial judgment: to read, or not to read. They will ask, “What’s in this for me? Why should I take the time to read this?” It takes only one uninteresting first sentence, a typo or an old, tired cliché to get the reader to ignore or become frustrated with your document.

We all have an incredible amount of information in our brains. It swirls around like a storm drain after a torrential downpour. Do you take for granted a “common knowledge” and assume – incorrectly – that the reader knows exactly what you’re saying? Acronyms? Internal nuance? Jargon? Include specifics about you, your product or service to allow your readers to become more knowledgeable.

Write for the reader. Put yourself in the reader’s position and reread what you’ve written. Would you take the time to get past the first paragraph? Do you understand the purpose of the document? Include benefits and value, as well as:

The Six “C’s”:
Concise
Correct
Coherent
Complete
Considerate
Concrete

Is it concise? Can you shorten it, slim it down to the bare? Use strong verbs, active voice and varied length sentences. (Average is 10-15 words.) Your writing needs only reach the readers’ knowledge level and captivate their need or want at the time. Present your points with specific and fluid language. Delete unnecessary adverbs, vague expressions and redundancies: “very,” “significant,” “soon,” “really,” “end result,” “true fact,” and others. Paint a picture for the reader.

Good writing is not only correct, but also coherent. Is it 100% correct in grammar, spelling, dates, times and punctuation? It must be. Proof, rewrite, proof, edit, proof and send. Ask two other people to proof and give you feedback. If one person asks a question about your information, redo it.

Make certain you use the right verb tense, punctuate correctly and use the correct words. Watch for “simple” errors: Myself instead of me, Your instead of you’re, or it’s instead of its. If you don’t know, ask or look it up.

Give the reader the who-what-where-when-why- and-how information. Write in an organized and descriptive fashion; your audiences beg for visual impact.

Powerful letters and memos are complete. Outline the pertinent information you know the reader needs and wants. Create word pictures that stand out in the readers’ mind, and include a call-to-action and details, as well as value and benefits. Give your phone number, address, hours, contact and price. You want them to be able to exclaim, “I have all the information to make a solid decision, to get to the right place at the right time, whom to contact,” etc.

Be considerate of the readers’ knowledge and time. Explain acronyms and “internal” language if your audience is both internal and external. Delete flowery words or trite and predictable language that makes the reader roll his/her eyes. Extolling benefits, specifics and value, not generalities, fill up the readable page and the inquiring mind.

Can the reader “see” what you write? When you paint word pictures and give the reader concrete images then you reach your audience. Each of us has our own internal interpreter of the words on the page. To assure that your message hits his/her interpreter with the same meaning, write concrete descriptions: they open the path to understanding and comprehension.

Make writing rewarding for you and reading worthwhile for the reader. It’s just that easy.

Give Benefits. Be Specific. Create Value.

© DeeDukehart 2009

Dee Dukehart, author and communication consultant, works with companies who want to master clear, crisp and comprehensive word pictures in both the spoken and written word, and with executives who want to empower the people they lead. Dee@DeeDukehart.com www.DeeDukehart.com.