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Writing Matters
Why, in a business world increasingly dominated by visual images, would we still be arguing the
case for good writing? Some might suggest that the word is being replaced by the spectacular
visual image, delivered electronically of course, to our PC or TV screens. Words are for 'text
boxes' and nothing more.
The corporate video or webcast brings business leaders face-to-face with their stakeholders,
provoking the reflection that "it isn't what they say but how they say it". Equally,
there are television advertisements, videos, even graphic art and photography, where the eloquence
of the image renders accompanying words redundant. Even web pages rely increasingly on graphics
rather than words. But there remain many practical reasons for insisting on good writing . These
can range from the marketing power of a catch phrase to the conciliatory mood conveyed by a
well-judged letter to an unsettled workforce.
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Sometimes the very technology which seduces us into thinking that words matter less, provides
the reason for our reliance on words. How often, for instance, does technology force compromises
in communications? Streaming video should be a very powerful communications tool but loses some
of its impact when viewed on a two inch square box on a monitor. It is often supplemented with
text. Listening to rather than viewing a webcast may be all that is possible for some parts of
the workforce because network constraints prohibit the transmission of pictures. And for global
companies with operations in far-flung places, visual communication may need to be accompanied
by a written version to ensure that all parts of the company get access to the message.
So, if we are to make the most of the technology at our disposal, we still need to build good
quality writing into anything we communicate. We are not just looking here to provide fall-back
words for the poor souls who can't receive the pictures.
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- long sentences (avoid complicated constructions and gimmicks);
- passive voice (not 'it was agreed that' but 'we agreed');
- weak verbs (instead of 'we made an application' try 'we applied');
- superfluous words (not 'in accordance with', instead try 'by' or 'under');
- jargon (Imagine you're writing to an intelligent but non-expert reader. Warren E. Buffet of
the US Exchange and Securities Commission recommends pretending to write to your siblings. He
goes on to say "No siblings to write to? Borrow mine: Just begin with "Dear Doris
and Bertie".)
- abstract words (avoid by using concrete terms or giving practical examples of what you mean);
- unnecessary details (pare your message down ruthlessly)
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Nor are we looking simply to provide an
interpretation of an image (though that can be valuable). Rather we need the written word to
define and articulate the message.
In this context, writers can provide the immensely valuable service of forcing decisions about
what is the most important message. The writer can ask difficult questions of the organisation
like 'but what does being global mean to our audience?' or 'which of these two issues is really
our priority?' Writers can help tease out a message not yet well articulated or understood
within an organisation. Then, knowing the audience, the writer can find ways of communicating
this message. Let's take two examples of communication channels - the ubiquitous PowerPoint
presentation and electronic mail:
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PowerPoint is one of the most popular means of delivering messages from one group of business
people to another. We have all learned that we should restrict the number of words on each
slide to ensure that our audience can read it. We all know that the presentation should
tell a story. But do we always ask ourselves what structure our audience would find most
helpful, what language and style (business jargon, passive/active, personal, everyday)
would work best for them? Are we always as technically proficient as we should be?
Inconsistent use of capitals, hectoring with over-use of bold script, too many abstract
words or unnecessary details will all obscure rather than illuminate the message. Poor
grammar and spelling serve to reduce the quality of the presentation saying to your
audience, "we haven't taken the time for you".
Similarly, the explosion in the use of emails today means that your words can now be
read instantaneously by thousands of people within seconds of you writing them.
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- reduce your distribution list to the bare minimum; no-one likes their in-box clogged
up with emails sent 'for information';
- remember that business emails are rarely confidential; be sure that copying or
forwarding your email won't embarrass you;
- write emails offline and post later to give yourself time to catch errors,
muse on the content;
- do the email recipient the courtesy of addressing them at the top of the email:
just typing in their Christian name will do;
- force yourself to re-read the text no matter how much of a hurry you are in; you'll
then pick up the worst typos;
- if you're not sure how to spell a word, don't guess, use another one;
- don't send dubious attachments; not only could you introduce a bug into someone
else's machine but you could get sacked!
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Many companies have capitalised on the power of emails by making them a major internal, or
even external, communication channel. But with such reach and such power, the email must
contain words which are meaningful. Moreover, whatever message they carry, these words will
always say something about their author. The very immediacy of the email can cause trouble.
There is little time to reflect upon its content, to check that the facts are right, the
spelling is correct or that the tone is suitable. How many times have we wished we could
drag an email back when we have pressed 'send' without a moment's consideration?
So if we assume that getting the writing right is important, what should companies be looking
for in a writer?
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a sufficiently good grasp of the subject or business to write about it succinctly and clearly;
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sensitivity to political nuances and a tone appropriate to the message;
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the ability to write in a way the audience will understand;
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the ability to question the brief in order to tease out the right message;
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technical proficiency and ability to produce accurate and high quality text in a way likely to
enhance the reputation of the organisation;
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speed.
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Most of us believe that we can write well, or well enough. But few of us take the time to
consider what our audience wants to read or hear. And even fewer of us are brave enough to
question what we are asked to write. So, take care. Communication, whether good or bad, will
happen whatever we write. But if we seriously want to influence what is actually communicated,
then we must get a grip on the writing.
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"Do not be hectoring or arrogant. Those who disagree with you are not necessarily stupid
or insane"
The Economist: Pocket style book
"There's not much to be said about the period [full stop] except that most writers don't
reach it soon enough".
William Zinsser on 'Writing Well'.
"Lawyerisms are words like aforementioned, whereas, res gestae and hereinafter. They give
writing a legal smell but they carry little or no legal substance".
Richard C. Wydick; 'Plain English for Lawyers'.
Mark Twain describes how a good writer treats sentences:
"At times he may indulge himself with a long one, but he will make sure there are no folds
in it, no vaguenesses, no parenthetical interruptions of its view as a whole; when he has done
with it, it won't be a sea-serpent with half its arches under the water; it will be a torch-light
".
"...the most valuable of all talent, that of never using two words where one
will do".
Thomas Jefferson
"Clearness is secured by using the words...that are current and ordinary".
Aristotle
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The Economist Pocket Style Book
US Securities and Exchange Commission: A Plain English Handbook
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