Page 21 - Holly Carney Issue (3)

HOW TO WRITE WELL

By Rob Weinberg

For years I’ve heard “How can I write better?” • Let others read
It’s an important question, since it impacts everything your words for a
from memos to marketing materials, correspondence to different perspec-
business plans. tive. Five people
Well-written materials are persuasive, use key phrases read every article
(at appropriate times), charm the reader and make her I write to catch
want to read more. Good writing presents expertise in any problems.
both a succinct and interesting way, is well-organized, • Proof and edit
and speaks to the audience in language that is readily your work. I read
understood and related to. my stuff out loud
If you’ve read this far, head nodding (as opposed to nod- to find mistakes.
ding off), you may find these rules helpful to keep your Sometimes back-
reader’s attention. And whether you use these guidelines wards it read I.
to increase your business’ success or invite neighbors to • Keep it orga-
a Bunco game, your audience will be both more appre- nized, and keep
ciative and receptive to your message. it short. We’re all
• Be clear about your objective. Select one main topic to busy. Make your
focus on at a time. point…then stop.
• Anticipate questions your audience may ask. You want • Learn spelling
readers to feel satisfied after they’ve finished reading and grammar.
your material. Spell Check
• Write like you speak. I really speak this way. It’s not doesn’t always
pretty, but there it is. work, so learn to
• Get to the point quickly. Otherwise the eyes of your use a dictionary. San Diego
audience members will glaze over. • Ask the reader to take an action. Like my Woman
• Ask yourself "What's in it for the reader?" Then be sure column? Tell the editor, and I’ll be back in a future issue.
to provide something of value. • Use a PS – 80% of readers read them.
• Address the reader's concerns. What pain is the reader There you have it – 16 easy tools guaranteed to prevent 21
feeling that you can help resolve? your audience from snoozing while reading your mes-
• Don't be afraid to make bold factual statements. Think sage.
Muhammad Ali’s “Float like a butterfly, sting like a bee.” Finally, whatever you’re writing, have a strong finish to
• Remember the demographics of your audience. Don’t your message. It ties everything you’ve written into a neat
write about Mozart if your audience likes the Dixie bundle while leaving the reader with something to think
Chicks. about. It’s typically the strongest point you wanted to
• Don't overdo the details. Paint your ideas with broad convey.
strokes.
• Watch the tone of your writing. Don’t speak over your
reader’s head, nor treat her like an idiot.

July/August 2008