Writing and speaking are tools for communicating a message. That’s it. Yet so many things – jargon, legalese, academic-speak, overly formal or informal language, poor grammar or punctuation – get in the way of good communication.
Clear Ink helps financial services, legal, media, health and technology firms, multinationals, government bodies and semi-states to sell their products and services using clear English. Our services include:
• Marketing writing — brochures, letters, reports, newsletters, websites and more
• Editorial content — articles, blogs and clear English guides on any subject
• Editing and proofreading — all documents: we make your hard work shine
• Writing skills training courses — “Business writing in clear English”, “Think like a journalist” (advanced), “Social media marketing on a shoestring” (Twitter, LinkedIn, Facebook, GoogleAds and blogs) and more.
To get you started on your clear English journey, here are our top writing tips for planning, writing and editing:
PLAN (figure out who you are, who you’re talking to and what you want to say)
1. Think of the audience. Before you write, put yourself in your customers’ shoes. Who are they? What are they interested in? What do they want/need from you? If you don’t write to them and for them you’ve lost them… and all your hard work has been wasted.
2. Specify your purpose. Why are you writing? Be as specific as possible. A detailed objective will help you choose your marketing strategy and writing style.
3. Choose a tone of voice. Formal, academic-style business writing is old-fashioned. Think about how you talk to your customers in person. Replicate this conversational style in your writing. It’s a balancing act but try to keep it professional yet friendly.
WRITE (deliver the message)
4. Treat customers with respect. There’s nothing worse than getting a letter or brochure that’s confusing, talks down to you or scolds you. Always use language that is appropriate to both the reader and the subject matter.
5. Get rid of jargon. The words and phrases of your profession and firm are familiar to you, not necessarily to your readers. Language should not be a secret society handshake or a code to decipher. Writing is about communicating a message, not trying to impress readers with big words.
6. Look for the story. As humans, we relate to stories. That’s how we all learn and absorb information. Marketing writing is storytelling. Take the reader from the beginning to the end. Don’t jump all over the place. Imagine them asking you “So, tell me about yourself. What do you do? What can your company do for me?”
7. Have a sense of humour. Don’t you like to laugh? Well, so do your readers. Serious is boring. Zzzzzzzz. Sometimes a little unexpected, but appropriate, humour leaves a great impression. It shows you are a confident and relaxed professional – with the human touch.
EDIT (be the reader)
8. Cut, cut, cut. Many of us choose 20 words when five will do. Only use what you need to relay your message. If you’re having trouble removing information just put yourself in the reader’s shoes – what do they absolutely need to know?
9. Review your audience and purpose. When you edit, you are looking through the readers’ eyes. Does your document answer the reader’s universal question “What’s in it for me?” How do the words make them feel about you and your business? Ready to pick up the phone, email you or buy your product?
10. Think visually. Marketing documents are not just words on a page. They should be a roadmap of easily accessible information, with strong subheadings, topic sentences and “signposts” for the reader. Information should be as visually appealing as possible. There’s nothing like block after block of text to put readers off. Add engaging photographs, tables, charts and graphs where possible. Beautifully written and structured documents are a gift to your potential customers and existing clients. Shouldn’t they sparkle?
Need a hand pulling your marketing plan together? Call Mags on 087 2070495 or email Margaret@clearink.ie (By the way, this is how a call to action works.) Contact us today.
Tags: articles, clarity, Clear English, Clear Ink, consumer, content marketing, customer communications, editing, editorial content, grammar, Irish journalism, Irish marketing, Irish Marketing Journal, Irish Times, marketing, marketing communications, marketing writing, plain English, proofreading, punctuation, social media, spelling, Sunday Times, tone of voice, writing, writing skills, writing skills training