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Writers are observers, and we’re generally jazzed by acquiring interesting little tidbits of knowledge, whether or not we ever use them.

Take this one. According to Melissa Lamson, a global business consultant, weddings in parts of Eastern Europe are often held in gas stations. Huh? Well, the wines are high quality, and the restaurants inside them are good. Best of all, gas stations have lots of windows and parking, so everyone gets to see what everyone else is driving. In an area of the world where cars, not houses, are status symbols, people can showcase their prosperity quite handily.

When I first moved to California, one of the first things I noticed was that people drove really great cars and lived in pretty modest places. (Later, of course, I learned that some of those little homes commanded top dollar.) Perhaps Melissa’s observation resonated with me because it was so similar to my own experience. California, so many years ago, was like being on another planet where everything was done in a new way. I still remember being open-mouthed at people roller blading to work and young women sporting multiple tattoos. (Gosh, I thought, I guess they’ll never be able to move to Dubuque.)

Tell me about experiences with other cultures have shocked or amused you.

Convisum — 123rf.com

Today, I read a great post by PR expert and writer colleague, Kay Paumier of Communications Plus. Her post discussed the space between words, which was introduced by a monk sometime around 800 A.D. Who knew that people read aloud back then because thewordsallrantogether and they had to sound them out to grasp what was being communicated.

I love reading—and writing—about the more practical aspects of the written word. In a recent post, for example, I explored the magical power of type fonts, a topic that a surprising number of people found engaging.

Today, in the same spirit of practicality, I’m ruminating about headlines. Like eyebrows on a face, they create interest and engagement. If that seems a little overstated, consider those Dutch and Flemish paintings of the 15^th and 16^th centuries where some of the ladies appear to have no eyebrows. The artistry is exquisite, but those babes look a touch bland. My immediate reaction is to seek out a Frida Kahlo self-portrait. No mistaking the eyebrows there.

My idol, David Ogilvy, lauds headlines for their sales power, noting that five times as many people read headlines as they do body copy. Then he says, “It follows that unless your headline sells your product, you have wasted 90 percent of your money.”

I myself love a copywriting project where I have to come up with headlines. Compared to writing a headline—or subhead—creating the prose is a piece of cake. As I see it, adding interest to good copy with a great attention-grabbing headline is a lot like pulling out the eyebrow pencil when you doll up to go out.

Now, as a 2020 bonus, here’s a helpful video. (And there are tons of them on YouTube. Just search for “writing better headlines.”)

Copyright : picitup  (Follow)

 

 

The expressions we use add a touch of sparkle to everyday existence. I use them liberally and recommend you do as well. There’s nothing quite like a slightly eccentric turn of phrase to make a girl (or guy) seem funnier, smarter, and more approachable.

Even if you haven’t seen the legendary video, hearing someone say “Confound it, this entire project has been like herding cats” calls up a delicious image of cats running everywhere—hissing, spitting, scratching, and refusing to be corralled. Applied to the work world, the expression suggests rampant disorganization, poor communication, egos unchained, and milestones blasted to smithereens.

When you think about it, expressions create neat little videos all ready to run whenever you close your eyes and say the words. Picture, for example, “as independent as a hog on ice.” According to Evan Morris, The Word Detective, this lovely phrase expresses the hog’s predicament perfectly. “While he’s technically free, his trotters can get no traction on the ice…and he’s more than likely to end up splayed helplessly on his belly, easily recaptured and returned to his pen.” What a picture.

One last example before I let you go: “Couldn’t find their butt with two hands and a flashlight.” Now, I’m aware there’s a cruder version out there, but this one suffices. I don’t know about you, but I see a confederacy of bumblers, who don’t necessarily realize that they’re clueless.

So, expressions are wonderful because they add some fun to language, and they’re marvels of efficiency. The words serve the visuals, and the visuals return the favor.

 

Elnur Amikishivey — 123rf.com

Copywriters, perhaps more than others, have a deep appreciation for words and their power to create unforgettable images. The other evening I was grooving on an episode of the florid and wonderful costume drama, The Tudors. I sat enthralled as the reptilian Thomas Boleyn plotted with his henchmen, and Henry VIII, played by the yummy Jonathan Rhys Meyers, stomped around bellowing orders and acting like a frat boy with a bad hangover.  All of a sudden, it struck me that Henry, at that stage of his life, was a skinny, sexy guy. He was not, as we usually picture him, a corpulent, richly dressed redhead with a bland stare. I started meditating on the word “corpulent” and its origins. Dictionary.com notes that “corpulent” springs from late 14th century Old French and, of course, Latin. Made up of “corpus” (body) and “ulentus” (full of), it’s a perfectly lovely word—full of body! It even sounds weighty. Just think of how many words we use every day that are derived similarly. There’s “fraudulent,” or full of deceit and trickery. “Succulent,” or full of juice. And “belligerent,” or full of combativeness, contentiousness, and antagonism. You’re bound to have a favorite “ulent” word?  What is it? Iqoncept — 123rf.com

 

But wait, infographics are visual, so why are we talking about writing?

Well, according to an article by Mary Walton of Visme, “Images on their own only tell part of the story … That’s why copy needs to be included in the right proportions … It’s all about the quality of the text.”

Ms. Walton presents seven tips for writing effective infographics, and I recommend you click the link in the first paragraph, because her tips appear in an infographic that conveys her message beautifully.

Write a good headline

Your headline should be short and snappy. (Just like an email subject line.) Use numbers, adjectives, and call-to-action words. Use keywords to make it more likely that your infographic will be found in online searches. And make sure your headline is related to your content. An example: “Try these 3 simple tips  to create a better salad.”

Structure your infographic

Just like a longer-form piece, your infographic needs a logical structure. Ms. Walton suggests a title (headline), introduction, section subheadings, labels for charts and graphs, and sources/footnotes. The introduction summarizes what the infographic is all about. Section subheadings call out different topics and move the reader through the piece. Labels briefly describe the visuals. Sources and footnotes are vital, just as they are in any other written piece.

Include branding

Branding creates context; if infographics are shared without branding, your audience can get lost. As Ms. Walton says, “If that happens, you’ll reach your audience but they won’t know where to go to learn more, losing you potential conversions.” Provide a link to your website, include your logo, and use your organization’s colors and design schemes. You paid for that branding, so make it work for you.

Don’t go crazy with text

Yes, I’m a writer, but I wholeheartedly agree. Ms. Walton recommends an average word count between 150 and 400 words and less text than images. “If there’s too much text in your infographic, it can put readers off … This doesn’t mean that your copy should be minimal, though. You should strike the right balance between providing enough information and being too verbose.”

Introduce your infographic

An introduction introduces an infographic and offers context, explaining the topic covered. Make it brief—no more than 200 words and preferably less. Otherwise, in this era of short attention spans, your audience will leave.

 Include explanations

Support the images with explanatory text. Don’t use your text to add anything new to the image or to introduce new ideas. Its purpose is to make sure the reader understands the image. And be brief. It’s almost always possible to find words you can cut.

Proofread

When you’re writing such a small amount of copy, it’s got to be perfect. The writer Betty Rollin (https://en.wikipedia.org/wiki/Betty_Rollin), who put in time writing for Vogue (I think it was) said that the more frivolous the topic, the more rigorous her editor was about absolute perfection. Same idea here. Ms. Walton recommends going through your copy several times, looking for a different type of error each time. And proofread blocks of text, rather than the whole thing, if that’s a struggle.

Infographics have become insanely popular, to the joy of many. I can hear some folks say, “This is great. I don’t have to be a writer or  hire one.” To which I say, “Hah! You’re not off the hook,” as I think Ms. Walton makes abundantly clear.

Big bonus: an excellent YouTube video, also from Visme, on what makes a good infographic.

macrovector — 123rf.com

Better business writing is a topic that’s bound to elicit a ho-hum reaction in some of the populace. It shouldn’t, though. Dustin Wax, a former contributing editor and project manager at Lifehack, has this to say: “If you’re one of the many people in business for whom writing has never been a major concern, you should know that a lack of writing skills is a greater and greater handicap with every passing year.”

In his article “12 Tips for Better Business Writing,” Mr. Wax gets right down to business. It’s worth the five minutes it will take you to read this article, so I am presenting my favorite five. Just click the link for the rest.

Be brief

I’m sure I’ve mentioned this essential business writing tip in other posts. Mr. Wax says, “ … as written information becomes more and more important to the smooth functioning of businesses, people are less and less willing to read.” So be concise. Get to the point, and wrap it up.

Proofread

I can hear you saying, “But I don’t have time!” Unless your manager is standing over you, ready to grab your copy, you have time. Maybe not a lot, but enough to grab a cup of coffee, do a quick breathing sequence, and then get back to work. If you have the luxury of an hour, take it. Mr. Wax notes, “The brain is tricky and will ignore errors it’s just made; some time working on something else will give you the detachment you need to catch those errors before anyone else reads them.” Rereading your work with a critical eye can also help you avoid errors in tone.

Save templates

This is a biggie. If you’ve created a presentation, business requirement document, or whatever, you’ve put a lot of effort into something that can likely be repurposed and save you time. Create a folder for these pieces so you can grab them when you need to. Just make sure you do a careful reread and a search to make sure your doc isn’t referring to Company A when it should be referring to Company B.

Be relevant

Just as in a news story, make sure your audience knows what’s relevant to them—the who, what, when, where, why, and how. Anticipate the questions readers will ask. And if the information is particularly important—corporate lay-off policies, for example, be as brief and clear as possible. Don’t meander or sugar-coat. (My thought.)

“Be professional, not necessarily formal”

This may be the most challenging of Mr. Wax’s suggestions. Formal language, like business jargon, tends to become invisible or paid little attention to. On the other hand, you want to avoid a snarky tone or, worse, phrasing that you’ll need to apologize for. “Remember,” says Mr. Wax, “that many businesses (possibly yours) are required by law to keep copies of all correspondence — don’t email, mail, or circulate anything that you wouldn’t feel comfortable having read into the record in a public trial.”

Mr. Wax ends his article by recommending that you hire a freelancer. As a freelance content creator myself, I heartily endorse this suggestion. Writing, with all it entails, takes time and concentration. At the same time, I also recognize that many of us must write during the course of our business day and can’t hire help. We may not have had formal training, and we may not be enthusiastic about writing tasks, but clear writing usually means that we’re clear thinkers. And who doesn’t want to be respected for the quality of our intellect?

Bonus: a YouTube video on writing a bad-news letter. I leave it to you to decide whether or not the writer has done a good job.

Marek Uliasz — 123rf.com

Image ID : 49154528

 

 

Data storytelling  is much in vogue these days says Matt Cooper, CEO of SkillShare, and “many brand executives are now asking their marketing teams how they too can tell engaging stories with numbers.”

Sounds great, eh? Come up with some relevant numbers, craft a jazzy-looking infographic, and wait for cheers of admiration. Unfortunately, notes Mr. Cooper, many organizations don’t have a clear idea of what’s involved in data storytelling. As he so succinctly puts it, “Companies are often surprised to learn that storytelling with data is much more difficult than simply throwing some numbers and statistics into a few colorful charts.”

Data storytelling comes with its own set of best practices:

• Use a data journalist. Who knew there was such a field? But there is, and it’s a fast-growing segment of the media business. Data journalists can tell you what’s newsworthy, how to present it, how to assess its accuracy, how to source and reference it, and how to make sure it isn’t misleading. Sounds great, but what do you do if you don’t have the money to hire one? I recommend staying on top of trends, bookmarking credible sources, and talking to knowledgeable peers. Of course, you’ll also need to make sure that you can legitimately use the data you find.
• Make sure your data is high quality. Cooper notes, “I can’t tell you how many times I’ve seen infographics that cite unscientific internet polls or pull apocryphal statistics seemingly from thin air.” Ouch. You should be looking at academic studies or official government statistics, company internal data, or you should consider commissioning a poll. Now, polls are expensive, but you can go the DIY route with options like Survey Monkey or Google Consumer Surveys. If one of your colleagues has survey experience, consider leveraging that.
• Consider emotional resonance. Though numbers and statistics may strike you as being cold, they can tell a story that evokes an emotional response. Consider, for example, the decimation of elephant herds worldwide or deaths from drinking filthy water. Of course, there are good stories to tell, too.
• Be clear. Says Mr. Cooper, “Some of the worst data visualizations are the ones you have to stare at for several minutes before you even comprehend what they’re trying to say.” I love infographics and enjoy working on them. And I particularly appreciate the ones that are quick and easy to grasp. You need to make sure that your data tells a story your audience can understand and use.
• Go where the data leads you. Cooper comments that, all too often, companies are looking for data that supports their agendas. This approach can compromise your integrity. And it can also cause you to miss out on a great story. “If you begin with the answer already in mind, you may be missing out on a bigger or more interesting story.”

I love data. Effective data storytelling is what makes your message come alive and helps differentiate it from what we laughingly refer to as marketing fluff. Not that marketing fluff doesn’t have its place, but data supplements fluff and makes it possible to tell a stronger story.

iqoncept — 123rf.com

 

You want to be known for clear writing, but you’re not sure how to go about it.

Jane Rosenzweig, director of the Writing Center at Harvard, presents three tips in her Harvard Business Review article, “3 Ways to Make Your Writing Clearer.”  They’re so beautifully simple that I wish I could take credit for them.

Here they are:

“Cut the ‘Since the dawn of time’ opening and get right to the point.”

I remember a meeting where our manager was at pains to tell another writer that he needed to dive right into his topic and skip the friendly intro. I also remember being glad I wasn’t on the receiving end of those remarks and feeling fortunate because my predilection at that point in my career was to start a piece with a nice, fluffy lead-in.

Ms. Rosenzweig, who presents wonderful examples in her article, says, “In most cases, your readers don’t need to hear every thought anyone has ever had about your topic. They need to know what they should think about the topic right now.”

Focus your reader’s attention by getting to your point in the first sentence and include only important background info as you develop your topic.

“Turn those descriptive topic sentences into topic sentences that make claims.”

A claim sentence tells readers what to expect in the rest of the paragraph and, of course, focuses their attention. A descriptive sentence can offer useful information, but as Ms. Rosenzweig points out, readers don’t know why it matters. A claim sentence helps you as a writer, because you know what you have to deliver. A claim-based topic sentence also means that you’ll need to do less editing.

“Make sure people are doing things in your sentences, unless you don’t want them to be doing things.”

Here, Ms. Rosenzweig is saying that you need to be clear about who is taking action. As an example, she offers these two sentences:

“All managers should approve and submit expense reports by Friday at noon.”

“Expense reports should be approved and submitted by Friday at noon.”

The first sentence makes it clear who should do what, that is, “all managers.” The second sentence, not so much. The active voice clarifies who takes action. The passive voice can be very helpful in obscuring the actor; you may want to consider using it when circumstances warrant. Consider that much-used expression: “Mistakes were made.” Wikipedia notes that it is “an expression that is commonly used as a rhetorical device, whereby a speaker acknowledges that a situation was handled poorly or inappropriately but seeks to evade any direct admission or accusation of responsibility by not specifying the person who made the mistakes.”

The reason I like this article so much is that it calls attention to the tendency of many a writer—myself included—who wastes precious time in our deadline-driven world making minor word- and sentence-level edits instead of clarifying the message from the get-go. This, says Ms. Rosenzweig, is pretty much like “rearranging the deck chairs on the Titanic.”

Iulian Dragomir — 123rf.com

Copywriting is a skill anyone can learn. Concise copywriting is also an art that anyone can learn.

In a recent post, Marcia Yudkin of The Marketing Minute details her journey to conciseness. She notes that an editor and a novelist once looked at her writing and slashed words, sentences, and paragraphs. She says, “These were two of the most valuable and consequential learning experiences for my writing career. In both instances, my ego was forced to admit that the word slashing was brilliantly justified.”

Ms. Yudkin, as all writers should, hunts for elements that can be cut. Even in “low-stakes writing tasks, like tweets.” She’s a huge advocate of cutting what you can—without changing meaning, of course—and always working to tighten your copy.

Here’s what I recommend:

• Give it time: After you’ve finished a piece, take a walk, load the dishwasher, brush the cat. Create distance between your first draft and your second look. 24 hours is ideal, but sometimes you don’t have that luxury. Even a 15-minute break helps.
• Prune: Get rid of expression like “in order to,” as in “You must prune in order to create concise copy.” Doesn’t “You must prune to create concise copy” sound better? Removing two, three, or more words here and there can make a big difference. (Your audience will probably appreciate not having to read so much.)
• Respect editors: I write for a living and confess that I’ve sometimes been miffed when an editor comes up with better wording. Put your ego to the side and rejoice in great edits. They will only make your work stronger.

photochicken — 123rf.com

 

 

Miri Rodriguez, the author of “Brand Storytelling: Put Customers At The Heart Of Your Brand Story” and an award-winning storyteller at Microsoft has written an excellent article about how to structure the story you tell about your brand.

Her article describes eight story structures, of which this post presents my top three favorites. Here they are.

The monomyth

This is probably familiar to you from high school or college English where we referred to it as the hero’s journey and perhaps learned about Joseph Campbell. (Check out the video at the end, a very quick and elegant explanation of the journey.) As Ms. Rodrigues says, “ … this story model is probably the most popular because we simply love heroes and their remarkable journeys.”

The hero’s journey introduces someone living an ordinary life, but after going through unexpected circumstances or conflicts, experience a deep personal transformation. In brand storytelling, the customer is often the hero, but a company’s employees can also show up as a hero—which is a great way to drive employee advocacy. Hero’s journey stories tend to be inspirational, and Ms. Rodriguez recommends that “taking the time to assess what the journey will look like is a critical part of building the brand story.”

 In media res

This is a fancy way to say “into the middle of things.” In brand storytelling, your narrative begins in the middle of the action. Then it loops around to give the story some context. Ms. Rodriguez points out that you need to be skilled at grabbing and keeping the audience’s attention “by creatively bringing the beginning and conclusion together.”

Consider the story of the guy in the dungeon, in a pretty hopeless situation, and how it loops back to reveal how he got there and how he’s going to get out.

Nested loops

Sounds like programming or database management, doesn’t it? Ms. Rodriguez explains that, with nested loops, “you build a number of narratives (loops) to finally arrive at the central story. Large corporations, such as Microsoft uses this technique to eventually reach general audiences. Her team used it to create a technical story and match it with one that showcased a personal angle to expand the audience base.

The team knew that the core audience of IT professionals, developers, and business decision makers wanted heavy-duty content such as white papers and case studies, but that consumer audiences wanted something lighter. The nested loop technique allowed the team to communicate with both groups.

Brand storytelling is something business communicators should live for. It’s rich, powerful, and just fun enough to make writing a pleasurable experience.

Check out the video, which is Matthew Winkler and Kirill Yeretsky’s look at the hero’s story

microone — 123rf.com