Archive for the ‘Writing’ Category

Informal Writing vs. Bad Writing: How to Tell the Difference

May 10, 2013
How not to be a bad writer.

Photo by Jeffrey James Pacres

I recently blogged about the importance of being able to write clearly and with style, and I made the point that good writing isn’t necessarily formal.

As a writer, you have a voice.  That voice may be formal or informal, serious or humorous, deadpan or snarky. You may write in a natural voice, which is to say you write the way you talk.  Or your writing voice may be completely different from your speaking voice.

All of this is fine.  Because it’s bad writing I’m worried about.

How can you spot bad writing?  Here are some telltale signs:

1.  You need a dictionary.

Good writing is about precision.  The objective is to find precisely the right word.  There are no bonus points for using $2 words, unless the $2 word is exactly the word you need.

2. You get halfway through the first paragraph before you cross your eyes, shake your head and have to start again.

If a piece of writing is confusing, there are a couple of possible reasons.  Maybe you’re just not used to the style yet. This happens to me a lot when I’m starting a new novel.  I’m just not in the groove yet, and that’s okay.

Another possibility is that your grammar is too complex.  Are you trying to combine three sentences into one?  Maybe you have a very good reason for that.  Know what it is.

Confusing writing can also be a symptom of bad diction. I once attended a talk by a civic activist who used the wrong word constantly.  Her speech felt off kilter to me.  I wasn’t surprised to find that her book had the same flaws.  Study words. Respect them. Know what they mean.

3. You encounter abbreviations or TXT speak in the wrong context.

“OMG! WTF!”

I am so that person.

But, there is a place for TXT speak and other abbreviations.  That place is called “texting.” I’ll also give you social media, at least on your personal pages.

When you’re writing an email to a client, or crafting a blog post, there is never, ever, ever any reason to type “ur” instead of “your.” Ever.

And everything else…

Of course, these distinctions are on top of everything else.  Use good grammar. Use spell check, but don’t rely on spell check. Draft, then wait a day to edit. Or get someone else to edit your work.

All those tricks you learned in school really work.  Use them. Because it’s your reputation on the line.

How to Succeed In Business (or whatever career you choose)

April 26, 2013
Photo by Tony Hall

Photo by Tony Hall

My run-in with my friends at McDaniel College on Monday night has gotten me thinking.

If we chunk it all down, is it possible to come up with a list of core competencies that are essential to career success?

Here’s my list:

1. Write clearly and with style.

This came up several times on Monday night.  Granted, all the members of the panel were English nerds, but we agreed that learning to communicate our ideas clearly in writing was essential.

Think about all the writing you do in the course of a day.  Email, proposals, blog posts, instant messages.  Most days I write WAY more than I talk.  So learn how to make a compelling argument in writing.

If you make spelling errors, use txt speak, or regularly choose the wrong word, that goes right to your credibility.  How can I know if your ideas are any good if you can’t express them?

That’s not to say all writing should be formal.  Far from it.  It’s important to have a voice, and there are times when that voice can and should be snarky, indignant or flat out funny.

But there’s a difference between informal writing and bad writing.  Know what that difference is, and use it to your advantage.

(Here’s hoping there aren’t any typos in this post).

2. Be able to defend your ideas orally.

Even though writing well is critically important, you also need to be able to defend your ideas orally.

Nothing impresses a prospect more than the ability to generate ideas and recommendations on the fly.  I think that comes mostly from experience, but looking for opportunities to practice public speaking can give you a leg up.

I’m not suggesting you become a bullshit artist. There’s absolutely nothing wrong with saying “I don’t know,” or “I’ll have to think about that.” But being able to design and deliver an effective presentation is a skill everyone needs to cultivate.

3. Have a point of view.

The fastest way to stand out from the masses is to have a point of view.

Anybody can repeat what others have already said. But it takes a certain courage to develop your own opinions. Have a philosophy of how your work should be done, and talk about it whenever and wherever you can.

Is there a prevailing point of view that differs from your own?  Even better! Use skills 1 and 2 to write and talk about how your ideas are better.

You may be proven wrong, but there’s nothing wrong with that.  Every great thinker has a few stinkers in their ideabook.

Have the courage to stand out and the universe will reward you with the attention you seek.

What do you think of my career advice?  Anything you would add? Tell me in the comments.

My love letter to words

February 13, 2013
Photo by Sean

Photo by Sean

Dear Words,

Sam is learning to read.

It’s taken a while for him to get interested.  But last night he got a birthday party thank you note in the mail from his friend Adam and read every word himself.

Today was my day to open applesauce during lunch at Kindergarten while Mrs. Hauck and Mrs. Toohey took a break. When I arrived, Mrs. Hauck was teaching writing.  The children sat at their tables, clutching their fat pencils, tongues sticking out of the corners of their mouths as they made their letters.

I hardly remember those days, when every word was a puzzle, a tiny box, sealed up tight, with a surprise inside. If only I could get it open.

I do remember the second grade. We were reading aloud in class. It was a book about horses (something of a specialty of mine).  It was my turn. My teacher said, “Oh, Ann, you’ll have trouble with this one.”  The passage was about a horse on a longe line. I read it. My teacher was surprised I knew the word “longe.” I can still taste the pride of knowing a word I wasn’t expected to know.

I used to teach English to a Chinese woman in my neighborhood. If your ear hurts, we call it an earache. If your head hurts, we call it a headache.  If your arm hurts, it’s not an arm ache. We just say your arm hurts.

In my head, Mrs. Hauck says, “Goofy English.”

Words, I love you.  I love how you keep me up at night. I love how, if I follow a few simple rules, I can assemble you in ways that are surprising, funny, and sometimes even breathtaking.  I can use you to help someone understand how to market her business, but I can also use you to make my mother cry, or make my husband laugh so hard his head turns red and we worry he’s stopped breathing.

Thanks words, for being good to me. And for giving your gifts to Sam too.

Love,
Ann

Ann’s Eclectic Reading List: Films You Probably Saw

February 7, 2013
Reading

Photo by Paul Bence

Hollywood is forever turning great books into sometimes-good movies and TV shows. For your consideration, here’s a brain dump of some books you really should go right out and read, even though you saw the movie, which may or may not have been decent in its own right, but trust me, you’re missing something. Presented alpha by author:

  • The Heart of Darkness by Joseph Conrad (film version: Apocalypse Now)
  • Jurassic Park by Michael Crichton
  • Le Petit Prince by Antoine de Saint-Exupéry
  • Crime and Punishment by Fyodor Dostoyevsky (one recent film version: Match Point)
  • The Complete Adventures of Sherlock Holmes by Sir Arthur Conan Doyle (seriously, the stories are WAY better than ANY film version, including BBC’s Sherlock, which is the best screen adaptation).
  • Fried Green Tomatoes at the Whistle Stop Cafe by Fannie Flagg (I DO love this movie, especially this part).
  • One Flew Over the Cuckoo’s Nest by Ken Kesey
  • The Girl With the Dragon Tattoo by Stieg Larsson
  • Watchmen by Alan Moore and Dave Gibbons
  • The Adventures of Huckleberry Finn by Mark Twain
  • The Color Purple by Alice Walker
  • John Does at the End by David Wong

That’s a few anyway.  What have I missed?

Sometimes you just need to write

January 10, 2013
Photo by Simply Bike

Photo by Simply Bike

The other day, I was trying to think of a topic for the blog.

I thought and thought (in between bouts of sobbing along with the Les Misérables soundtrack).

Then I clicked around on StumbleUpon for about 45 minutes.

It dawned on me that I had nothing to say.

I considered writing a post about how clicking around on StumbleUpon is a good way to come up with topics for your blog, but then I remembered that recent experience had proven otherwise.

Finally I decided to post an infographic I found the week before and almost posted before deciding that would be a cop-out.  Desperate times, right?

I started writing the introduction for the infographic, and something else came out.

A post.  A good one, actually.

It was finished in about 8 minutes, which might be a world record. Wait here while I call Guinness.

In my experience, if you have something to write, there’s no substitute for, you know, writing.  And the worst thing you can do is talk yourself out of writing by crying “I have nothing to say!”

You do.  You just don’t know it yet.

Try and see.

The importance of artful copywriting

January 4, 2013

Make Child Smart!

If you had a kid to “make smart,” would you send him to this guy?

This is an actual sign posted in my actual neighborhood.  I noticed it yesterday, but only read the top line then ignored the rest.  This morning my husband rightly encouraged me to read the whole thing.

“I taught them” the sign proclaims. Need some social proof? “My son went to college at age 11. My daughter went to college at age 10.”

Then, a strong call to action:

“How? How? How?” and a phone number.

Good writing, like good design, is invisible. Bad writing…well, you get the idea.

Copywriting is not a skill that comes naturally to everyone.

Maybe this guy (or gal) has invented the next great educational method.  Maybe he can prepare your child for early admission to college (if that’s what you want).

But he doesn’t know how to write ad copy.  And the result is, we laugh at him (or at least I do).

The funny thing about this sign is that he kind of follows the rules.  Offer, benefits, social proof, call to action.  It’s all there.  But it still sucks.

Why? Why? Why?

Because there’s no artfulness to it.  There’s no beauty.  It’s the verbal equivalent of a punch in the stomach.

“The secret of all effective advertising is not the creation of new and tricky words and pictures, but one of putting familiar words and pictures into new relationships.” Leo Burnett

X Marks the Spot

December 12, 2011
Goonies Treasure Map

Photo by MontyAustin

Begin with the end in mind.

This has to be one of the greatest pieces of advice ever offered. Because if you don’t know where you’re headed, how can you possibly know when you’ve arrived?  Or how to get there in the first place?

That goes double for your website.

The success of your website will be determined by the degree to which you ask yourself this one question:

(ready?)

What do I want people to do here?

Ask and answer this critical question and you will have the foundation for a winning site.

“What do I want people to do here?” gets at results.  Here are some possible answers:

  • I want people to fill out this form.
  • I want people to pick up the phone and call me. (Are you sure?)
  • I want people to attend an open house.
  • I want people to register for a class.
  • I want people to make a donation.
  • I want people to buy my book.
  • I want people to gain confidence that I am the right resource for them.

Combined with a clear understanding of your target market (“What do people want to do here?”), you have everything you need to create a website that gets results.

Careful!

Uh oh.  Is this you?

Ann, spot on as usual!  Brilliant!  Yes, I want people to do ALL of those things!

Danger, Will Robinson.

One objective per audience.

Websites get clunky in a hurry when you ask them to do too much.

Yes, it’s likely that you have more than one audience.  And you want to appeal to all of those audiences.  But you can’t do it all on your homepage.  (Really, you can’t).

Example

Say you’re building a website for an educational institution.  You have prospective students, current students, alumni, faculty, and parents all visiting your site.

Consider:

  • For each of these audiences, what is the one thing I want people to do right now? (Yes, of course it can change later).
  • Which of these things is most important to my institution right now?
  • Are there one or two others that are almost as important to my institution right now?

The most important call to action goes on the homepage. Maybe there’s a secondary call to action in a sidebar or near the bottom.  Everything else goes inside.

And I do mean everything else.

For this to work, you’re going to have to be very tough. Because everybody’s going to think their thing is the thing that should be put right on the homepage.  Don’t do it! Stand your ground.

You will be rewarded with a website that does exactly what it’s supposed to do and generates results everyone will be proud of.

 

Why bother? Nobody reads this blog anyway.

November 30, 2011
pout face

Photo by malisonia

Many of my clients buy into the idea of doing a blog, but unfortunately, many of them struggle more than they’d like.  Which results in much pouting.

The truth is, it’s hard to create content consistently. Even if you’re blessed with lots of interesting things to say, narrowing them down to that one idea that will develop into a captivating 500 word post is daunting.

Forget the time it takes to actually write the post and get it on your blog.

The number one question I get from my clients regarding blogging is this: “How much time do I really need to spend on this?”

What they’re hoping for is a magic bullet: here’s the minimum amount of time you need to commit to this to see a return.

If only!

The truth is, it’s all about consistency.

Look, you didn’t gain 20 extra pounds because you put gravy on your mashed potatoes last Thursday. You gained the weight by eating a little too much every day for the past few years (or longer).

The same holds true for your blog.

When you write every day, or three times a week, you build a backlog of thoughtful, keyword-rich content that will make your website irresistible to Google and build an audience over time.

So what if nobody reads your blog today? By creating content day after day, even when you don’t feel like it, you are attracting readers for the future.  Really.

You know how crash diets don’t work?  Content binges don’t work either.  You can’t cheat the process.  You reap what you sow.

A Note on Being Perfect

In a way, quantity trumps quality in blogging.

Don’t get me wrong.  Yes, you absolutely need great quality content.  But the bar is lower than you think.

Not every blog post needs to be Pulitzer Prize worthy.  It’s okay to write about how your clients are driving you crazy, or how you’re overwhelmed at work, or how you really like ho-hos.

Everything in moderation, especially ho-hos.

Try to remember that different types of posts appeal to different types of readers. Go for variety.

And, above all, don’t make a hard job harder by writing about something you’re not that excited about right now. Go with your interests and moods, not against them.

My Most Popular Post

The most popular post on Ideabook is from March 18, 2010.  It’s called Compare and Contrast: Twitter vs. Facebook.  Apparently people are wildly curious about that topic, because I get a ton of search hits for it.

The second most popular post is the one called Wearing a Prosthesis, and it was posted on January 21, 2011.  That one is hot because it mentions a blog post by movie critic Roger Ebert, and on the first version, I misspelled his name as Robert Ebert.  Apparently, a lot of people screwed that up on search.  Go me.

My point is, you never know what’s going to be popular.  You never know when our 24 hour news cycle will catapult something you wrote two years ago to the top of the search results.

One thing’s for sure.  Consistently writing about what moves you and your readers will make that kind of exposure a lot more likely.

The 7 x 3 rule

November 28, 2011

One of the earliest and most basic steps in planning a website is to define your navigation.  How many main pages will you have?  And how many sub pages?  And how many sub sub pages?

Here’s a little rule I live by: 7 x 3.

Seven

Each menu on your website should have no more than seven items.

Why seven?  Because, as a rule, seven is the maximum number of items a person can keep in his head at once.  This is why phone numbers have seven digits.

Why does this matter?  When a person interacts with your menu, he creates a virtual map of your site in his head.  This helps him remember where he’s been and where he still needs to go.

“Okay, I’m in the About section now.  And there are six other sections, and I generally know what they are.”

Sure, he probably doesn’t say that out loud.  But he’s comfortable.

When you have 14 items in your menu, danger!  Your user will  forget where she’s been.  She’ll get confused, nay, lost.

Three

Your website should have no more than three layers of navigation:

  • Main Menu
    • Sub Menu
      • Sub sub menu

That’s IT.

Again, people like three. They can hold onto three.  Three makes sense.  Four, five or six do not make sense.

That’s not enough pages!

Really?

Seven items in your main navigation.  Each of those has seven items underneath of it, and each of THOSE has seven items underneath of IT.

73 = 343 items

What are you, Amazon.com?

If you are, thanks for reading my blog!  Tell your friends!

If not, consider this:

Even Amazon lives by this rule.  Mostly.

Amazon's Category Navigation

Nine departments.  I can give them that, can’t you? They genuinely have a really big site.

Each of the departments has a manageable number of items underneath.  Under books, we have six.  Others have more, but they also have dividers in between to help you chunk items together in your head:

Home and Garden Nav

13 items, but they’re organized into 4 groups.  Which is almost like a third level of navigation.

All of this is to say that, even if you’re Amazon.com, you still pretty much play by these rules.

You probably don’t browse departments like this when you use Amazon, but if you did, you’d have a reasonably happy time of it.

It’s Navigation, Not Pages

So you’ve got up to 343 items in your navigation.  Remember, this does not necessarily equate to 343 pages on your site.

If you have an ecommerce site where you sell thousands of products, you’re going to have more than 343 pages.  But while your departments may be in your navigation, each product won’t be.

And if your site’s really that complicated, you’re going to need to lean on your site’s search capabilities anyway.

This rule is for you.

I’ve never met a site I couldn’t fit into the 7 x 3 rule with a little creativity.

It’s well worth the effort to give your visitors the best possible experience.

Want to be a better writer? Use fewer words.

November 22, 2011
Journal

Photo by curtfleenor

Straight up writing advice.  Ready?

Use fewer words.

Sure, there are writers out there who use complex language to awe-inspiring effect.

I could name any number of literary giants, but instead I’ll introduce you to David Thorne, whose hilarious posts send me spiraling into a word candy coma.

Seriously, it’s like a roller coaster ride of brilliance, made all the more compelling by drawings of cats and the Australian accent I imagine while reading it.

Back to my point

For every David Thorne, there are a thousand equally skilled writers who get the job done in the fewest possible words.  Like Ernest Hemingway, for example.

And sadly, for every Hemingway, there are a hundred thousand writers whose sentences look like this:

In an effort to compensate for their individual lack of knowledge on either the IT or Facility requirements, many customers…

How about this instead?

To compensate for knowledge gaps, many customers…

That’s like, half as long.  And twice as precise.

I see this all the time.

Too many words!  Stop it.

Here are some tips:

1. Instead of using a modifier, think of a better verb. Which is better?  He said softly?  Or, he whispered?  Or, he spat? Or, he sighed?

2. Don’t be redundant. Your readers are smarter than you think they are. If you’ve been talking about IT or Facility requirements for 23 pages, you don’t need to say that again here.

3. Put your ideas in a logical order.  Every time you sit down to write, you’re making an argument.  Treat it as such.

Do you think this rant came out of me perfectly? 

Or do you think I sat here for an hour editing it, testing every idea, reordering things repeatedly, and deleting with abandon?

(It’s the second one).

Bonus personal pet peeve

4. Never say something happened “suddenly.”  Of course it happened suddenly.  Doesn’t everything happen suddenly?  First it isn’t, then a moment later, it is. Suddenly is inherently redundant.

How to write

  1. Get it all out on paper.
  2. Strike any idea that raises more questions than it answers.
  3. Go back to the beginning and reduce your word count by 1/3.
  4. Add new ideas as they come to you, but only if they’re brilliant.
  5. Go to step 2.

Be ruthless.


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