The coronavirus chronicles: Why good Writing is getting Things done
WITH many more of us working remotely because of the two-week lockdown, this would be a good time for us in communications to work on and polish our writing skills.
“In business communication, what matters are results,” says Jeff Haden in an article in Inc.com. “Writing is only good writing when it gets things done.”
How can we, for example, get our proposal approved by management, clinch a sales pitch, or for PR pros, get our articles published?
Need to write an important proposal, article, or e-mail? Haden shares some tips on questions we should ask ourselves from his article “The Remote Worker’s Guide to Clear, Concise, and Effective Writing:”
1 “Do I always have a clear goal?”
How many times have we come across messages that left us confused and at times, even bewildered. This has often left us not acting on this. That’s why your messages should be as clear and concise as what you want to achieve.
Haden’s # 1 Tip: Decide exactly what you hope to accomplish. That drives everything.
2 “Can I summarize in several bullet points?”
“Forget complete sentences and paragraphs,” says Haden. “Break your goal into bullet points. “It’s also easier on the reader’s eye.
For example, if you are announcing a new process, “jot down the two or three major reasons, along with two or three resulting major benefits.”
3 “Do I always choose the right structure?”
I remember that in school, our American English professor would teach us that our manner of expressing our thoughts was as important as our ideas. This was especially evident when our test results came back, and we realized that a badly constructed paragraph could pull our grades down. In short, structure matters.
Haden’s #2 Tip: Your first sentence should provide a clear goal and explanation.
In everyday business communication, it is important to decide whether to list or not to list. It would depend, of course, on your purpose. “Make lists for your friends,” says Haden. “Lists make the writing process a lot easier while making your main points more memorable. And they make e-mails—especially long ones— more scannable.”
However, he also cautions us not to force a list. “Just keep in mind that lists seem impersonal,” he says. “If your goal is to say thanks, show appreciation, or congratulate the reader, skip the lists. No one wants to read the top 10 reasons their speech was awesome.”
4 “Do I always use short, simple words?
Time was when one used big words to impress, and occasionally, even intimidate. Not anymore.
“Your goal is to be understood, not show off,” says Haden.
As such, “use ‘buy’ instead of ‘acquire’. ‘Plan’ instead of formulate. ‘Small’ instead of marginal. ‘Pay’ instead of remunerate.
5 “Do I always use active verbs?”
Active verbs have a life of their own, and can energize any piece of writing. When writing, Haden suggests we “Start. Strop. Change. Revise. Reject. Whatever your goal, it’s to do something important.
Haden”s #3Tip: The stronger the verb, the better.
6 “Doialwaysstripoutqualifiers?”
Being “iffy” or tentative by using qualifiers like “I think,” “I feel,” and “I wonder” can weaken one’s message. For example, instead of boldly saying, “Work from home arrangements are good for our organization,” “saying “I think work from home arrangements are good for our organization” gives you a way out.
Haden’s #4 Tip: Good writing takes a stand. “If you aren’t sure and hope to spark discussion, by all means say ‘I think,’” he says. “Otherwise say what you want or plan to do.”
7 “Do I eliminate anything that feels like style?”
When doing business communications, it’s not about personal style, but getting the message across. Writing as a personal brand belongs to the realm of novelists, opinion writers, feature writers.
Haden’s #5 Tip: Just write like you talk. Only without the “like,” and “right?,” and “you know,” he adds.
8 “Do I always cut?”
Make it a habit to edit your work constantly. When we start writing drafts, these are often wordy.
Haden’s #6 Tip: Edit so all that’s left are clear nouns, active verbs, and short, tight, sentences.
He also advises us not to lead the e-mail with excessive context. For example, “if your goal is to announce that certain employees will continue to work remotely through the end of the year, don’t include a brief history of Covid-19, and its effects on your business, your industry, and the workplace in general. Your employees know all that. [All too well]. That they will want to know is what, when, and how.”
9 “Do I always make sure the goal is perfectly clear?”
We go back to the importance of having clear goals. What we consider sometimes as a writer’s block is actually not knowing that we want and want to say.
“Struggling to find the right words isn’t a sign that you don’t know how to say something,” Haden says. “Struggling to find the right words means you haven’t figured out what you want to say.”
Haden’s # 7 Tip: Once you know what you want to say, then all you have to do is say it.
Ultimately, if the reader can’t tell if you want them to make a decision, take certain actions, respond at a certain time, or just feel complimented and appreciated, it’s not a good thing.
Because the only measure of good writing is that it gets things done.
PR Matters is a roundtable column by members of the local chapter of the United Kingdom-based International Public Relations Association (Ipra), the world’s premier association for senior professionals around the world. Millie Dizon, the senior vice president for Marketing and Communications of SM, is the former local chairman.
We are devoting a special column each month to answer the reader’s questions about public relations. Please send your comments and questions to askipraphil@gmail.com.