secrets of great business writing

Saying it like it is

The secrets of great business writing

2014©Flex Partners Ltd Flex Storytellers™ 2

Source: A Steroid Hit The Earth. Martin Toseland.

The 3 laws

• Clarity– Having a message– Using the best words to

deliver it

• Brevity– Use words economically– Don‘t stray from the point– Length is not authority

• Accuracy – Grammar, spelling,

punctuation– Using the right words with

the right meanings– Truthfulness

BrevityThe long... ...and the short of

it

at this moment in time

due to the fact that

the question as to whether

in the near future

the vast majority of

a still ever increasing proportion of

each and every single solitary individual

now

because

whether

soon

most

more

each

Accuracy

Accuracy

Panda. Large black-and-white bear-like mammal, native to China. Eats, shoots and leaves.

Source: Eats Shoots & Leaves. Lynne Truss.

Accuracy

Source: Eats Shoots & Leaves. Lynne Truss.

Giant Kid’s Playground

Please replace the trolley’s

Dicks in tray

Our top 10 common crimes1. Bad spelling and punctuation2. Using jargon and cliché3. Using the wrong words4. Cramming too much in5. Not getting to the point6. Lack of structure7. Writing for you, not your reader8. All waffle, no wit9. Sounding the same as everybody else10. Sloppiness: failing to check for 1-9

Common crimes #2 Jargon and cliché

The Prime Minister's speech on NHS reform in June last year was riddled with clichés:

pillar to postin the driving seatfrontlinelevel playing fieldcherry picking one-size-fits-allreinvent the wheellet me be absolutely clearno ifs or buts

Common crimes #2 Jargon and cliché

The Banned List: Top 100 http://blogs.independent.co.uk/2011/06/14/the-banned-list-top-100

Generate your own gobbledygook

www.plainenglish.co.uk

http://www.plainenglish.co.uk/examples/gobbledygook-generator.html

http://www.plainenglish.co.uk/DrivelDefenceText.html

Drivel Defence

Common crimes #3Wrong words (spellchecker-proof)

they’re their there

youyour you’re

its it’s

me myself I

lose loose

who’swhosewhom

Defining your businessWhat do you want people to think and feel when they see your logo, hear your name, read your material?

Your story = their interestYour messages = their understandingYour promise = their desireYour offer = their purchase

HOW DO I APPLY THE 3 LAWS TO MY MATERIAL?

Brochures and flyers• Clear statements and a confident offer

• Show an understanding of your audience

• Design and tone of voice reflect your brand

• Feels good, instils pride

• Makes people curious

• Memorable – you want people to talk about it

Press release

• Short – one page max, double spaced, big margins, great headline.

• First paragraph - who? what? where? why? when? • Real quotes from real people – don’t make them up. • Double check names, spellings, dates, locations. • Think of the story - human stories are the most compelling.

• Add your contact details. • Send to a named person and check they’re still in post.

• Personalise your email. Do your homework. Follow up.

Pitch document

• Plan well. Understand what the client needs.

• Find a great hook to convey that your offer is what they want.

• Bitesize copy. Paragraphs, headings and bullets to stay concise.

• Keep your language simple. No jargon. Mirror their vocabulary. • Be authentic. Don’t brag. Back up claims with evidence.

• Show don’t tell. Illustrate passion, don’t just claim it.

• Cut the waffle, avoid repetition.

Headlines

• should be about people.

• shouldn’t commit your business to an opinion but be balanced.

• keep it legal – avoid defamation, contempt and copyright.

• should be active - people doing things, not passive

• use verbs not labels: X ‘Carbon emissions reduction programme’

‘Wise up and cut the carbon’

• headlines can be misinterpreted - read aloud to avoid howlers

Websites

• Graphic design + content + programming + writing• What does your site have to

do?• Concise and punchy: write for

someone in a hurry• Web writing is visual• Web writing is searchable (SEO)

‘Like it or not, nowadays people will judge the quality of your products and your company by the quality of your website’

Jakob Nielsen, web design guru

Social media

• Tweeting:– Purposeful– Valuable– Professional– Don’t waste your 140

• Blogging:– All rules apply – 3 laws and online– Content should be specific,

relevant and valuable– Become the expert, trusted,

person

Dear Peter, How would you like to learn the secrets of successful letter-writing in less time than it takes to boil an egg? It’s easy. Simply read this article NOW (it shouldn’t take you more than a couple of minutes) and we promise that you’ll write more effectively the next time you put pen to paper. The fact is, though overlooked in this age of electronic everything, the humble sales letter is still capable of packing a punch or two. Your well-crafted, pertinent and personal letter in a hand addressed envelope is more likely to:

• be opened• be read, to the end• be scribbled on with questions or a note to call you

Don’t worry about coming across as old-fashioned: the allure of personal mail is as strong as ever. It shows your recipient that you care, that you’re thoughtful and prepared to invest your time on paper just for them. According to a study by International Communications Research, over 70% of people preferred receiving snail mail about new products and offers compared to just 18% for email. So what about these secrets? If you’ve read this far you’ll already have encountered some of them: the handwritten salutation, the striking headline and promise, the benefits to you of doing it right, and some statistics to back up the case. You’ll also notice judicious use of capitals, bullets, underlines, subheads and a punchy, conversational style written largely with you, the reader, as the focal point. But there’s more…

“Your letter to launch our mediation podcast series was one of the most successful ever, exceeding our expectations in terms of response and bookings. Thank you so much.”

Keith Lewes, Managing Director Global Mediation Ltd

If the product’s worked for this business, it’ll work for you - customer testimonials add credibility and clout so include some. They help to reassure, as will this: we’ve been in the business of sales and marketing

communications for over thirty years, providing quality writing services to top names including Orange, Barclays, Hilton International, Peacocks, Canon and many more. This means you can be 100% confident that our secrets of successful writing come from years of experience and are proven at the very highest levels. What do I need to do? How much will it cost? The best part about learning the secrets to successful letter-writing is this: you’re already doing it, and it’s absolutely free. Simply read this article and the secrets are yours. But when you come to write your own letters, remember to make it very clear what the reader should do next. Restate your offer at the end of the letter and provide the means to respond – usually a telephone number. 01234 567890. It’s amazing how many letters we receive with this vital piece of information missing. Last but not least, don’t forget to sign the letter yourself – in ink. Yours sincerely,

Peter Peter RobertsFlex Storytellers P.S. Always use a postscript – studies show that they’re as good as a headline for catching the eye and grabbing attention. Use them to instill a sense of urgency. Effective writers often use them to offer extra discount or some other reward for prompt action.

What do I associate with you that I don’t with anyone else?

How does that make me feel?

CribsheetWhat do you want people to think and feel when they see your logo, hear your name, read your material?

Your story, their interest Your messages, their understanding Your promise, their desire Your offer, their purchase

Tell me the most interesting thing about you

What’s the most important thing you want me to know about your products or services?

Why will I really, really want what you’re offering?

What will you do to encourage me to buy today?

secrets of great business writing

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