Iâ€™ve started doing some teaching recently, and this week ran a seminar on how to write better. When I was preparing my slides, naturally I wrote down all the good writing tips I wanted to get across. After the seminar, it struck me that there was a lot of different pieces of advice â€“ so how would I prioritise and decide what is the most important?
On reflection, I think Iâ€™d settle on â€˜be clearâ€™. If your reader canâ€™t understand what youâ€™re trying to tell them, nothing else really matters. And if itâ€™s too difficult for them to work out your point, theyâ€™ll probably give up.
A close second is â€˜use fewer wordsâ€™. Which, of course, generally helps you to be clear.
And inÂ Â third place Iâ€™d go for one of Orwellâ€™sÂ six rules of good writing, â€˜Break any of these rules sooner than say anything outright barbarousâ€™. Canâ€™t go wrong with that.
I donâ€™t usually just post a link to another personâ€™s blog post, but I found a really interesting piece today that seems too good to not share.
This postÂ on B2B marketing statistics is from Blue Corona, a web marketing company in the USA. Hats off to them, thereâ€™s some serious research gone into compiling all these statistics in one place. Itâ€™s refreshing to read a post thatâ€™s 100% focussed on B2B, and has lots of real, useful numbers.
Inevitably thereâ€™s a few claims and statistics that seem less grounded in reality, but thereâ€™s some great nuggets of information.
For example, by next year, the percentage of B2B search queries on smartphones is expected to grow to 70%.
Really? Well, Google has been telling us something similar for years, and now prioritizes mobile site results, so thereâ€™s probably something in it. And I guess if you include travel-related items like hotels and train tickets, the number probably makes more sense.
Anyway, it’s a thought-provoking post that’s well worth reading -Â and may challenge some of your ideas about B2B marketing.
In this blog, Iâ€™ve often gone on about how to write well.
This month, I wanted to revisit why avoiding mistakes in your writing is so important.
Letâ€™s leave to one side, for now, any thoughts about what we mean by good writing, or discussions about style. Iâ€™m focussing on just getting all the basics right â€“ and avoiding errors in spelling, grammar or punctuation.
Does it really matter? Yes, for two reasons.
Firstly, itâ€™s about credibility. Whatever you do in business, you need other people to have some level of confidence in you. But if you canâ€™t be bothered to check your writing for errors, why should they trust you to do anything else properly?
Then, poor writing is distracting. Your reader is just getting interested in what you have to say, when the spell is broken by a clanger. Youâ€™ve lost them, and they may not come back.
Get the basics right first, then check and check again to make sure there are no howlers. Get someone else to read your work before posting or sending it, if at all possible.
Youâ€™ve got interesting things to say. But if your writing is full of errors, no one will listen.
How do you keep interested in your job, year after year?
For me, one of the most important motivators that gets me out of bed is knowing that I will learn something new, every day.
Being a freelance technology writer is an excellent way of making sure you never really get a chance to get stuck in your comfort zone, let alone bored.
But itâ€™s not just the technology, and in fact the continuous quest for faster, newer iterations of the same kind of gadgets can become monotonous in its own way. To me, itâ€™s the fact that every project is slightly different, and each one will inevitably throw up issues or questions that Iâ€™ve never handled before.
My point? I guess to remind you that if youâ€™re constantly having to solve new problems, make sure you remember itâ€™s a blessing, not a curse â€“ even if it doesnâ€™t feel like it at the time.
Recently, I was researching a company Iâ€™d not previously heard of, so I started by just typing its name into Google.
Interestingly, one of the first results was its profile on Glassdoor.com, which primarily consists of anonymous reviews written by employees. This companyâ€™s profile was, shall we say, less than glowing, and the negative comments from its staff created a very different picture from that given by the firmâ€™s own website.
Thereâ€™s two things to learn from this.
Firstly, itâ€™s a basic SEO principle: make sure you’re active online so your content can achieve good search results for your company name, and anything negative is balanced. Write things, get them posted on your own website and others, make noise on social media.
Secondly, remember that you canâ€™t control everything thatâ€™s said about you online â€“ and in particular on social media. If your customer service sucks, or youâ€™re a horrible employer, the people youâ€™ve annoyed will inevitably say so, publicly.
It comes back to authenticity: you can tell people what youâ€™re like as a company or brand, but nowadays the truth (or at least some version of it) will out. And people finding the negative comments online have no way of verifying their accuracy, so may well just take them on face value and assume theyâ€™re true, even if theyâ€™re not.
Is it just me? Or does everyone feel a mild shiver of revulsion when they read how a company suit is â€˜excitedâ€™ about some really dull news of a new widget?
Iâ€™m sure itâ€™s not just me, actually. If youâ€™re writing about something deathly boring, donâ€™t try and over-sell it with words that would be more suitable to announcing the arrival of a new baby, rather than just an upgraded product. Readers are not stupid, and theyâ€™ll see straight through you.
It comes back to the principle of â€˜show, donâ€™t tellâ€™. Donâ€™t try and convince your readers that something is exciting when itâ€™s not. Instead, get the facts in front of them â€“ your new widget may not thrill the reader, but if itâ€™s going to cut their costs by 10%, theyâ€™ll be interested enough to find out more.
And if your new product is both dull and pointless, maybe you shouldnâ€™t be shouting about it in the first place.
In most industries, winning an award can be great publicity, and a useful door-opener. But how do you write an award entry so the judges will sit up and take notice?
Iâ€™ve written successful award submissions for many clients, and if I could give you just one piece of advice it would be this: think about the poor judges! Theyâ€™ll be overworked, and having to plough through the badly-written prose of countless â€˜leading vendorsâ€™. In many cases, the award submissions will be confusing, and any nuggets of interest are buried under sentences of empty boasting.
Like in most writing, your award entry should be clear, concise, and free of waffle. Read the organisersâ€™ notes to find out what the judges want, and make sure you get your key points up front and central.
Is the award for technical innovation? Then say why your product is innovative, why that matters to your customers, and why it does something no-one else can.
Are they looking for commercial success? Then make your first sentence lay out the facts of your case, with real numbers.
Stick to the facts, donâ€™t assume prior knowledge of all your jargon, donâ€™t exaggerate â€“ but don’t be afraid to state in clear terms why youâ€™re the best.
And good luck!
This month, I was going to write a post on writing FAQs, and specifically writing FAQ pages for the web.
Then I did some research and foundÂ this page on FAQsÂ from a copywriter called Susan Greene, and it seemed so comprehensive and useful I thought Iâ€™d just link to it. Great writing, Susan!
The only point Iâ€™d add is to make sure your questions in your FAQ are actually questions that are likely to be asked by real people, let alone asked frequently.
Would someone really ever ask that obscure, detailed question youâ€™re trying to shoehorn onto the page? If not, then perhaps the information is best presented in another format.
Particularly online, writing has to be all about authenticity, or youâ€™ll lose your readersâ€™ attention.
If youâ€™ve studied how to be a writer, youâ€™ve read blogs like mine, or youâ€™ve stopped to think about your writing for five minutes, you will inevitably think of jargon as a bad thing. At best, itâ€™s a necessary evil. But weâ€™re all taughtÂ to cut it out.
Thatâ€™s normally good advice. But donâ€™t be scared to use jargon where appropriate.
What does that mean?
For a start, make sure you know your audience. If theyâ€™re all going to be familiar with your industry, you can go right ahead and use all the standard jargon â€“ it saves everyoneâ€™s time, and it avoids being patronising. And everyone knows exactly what each term means, which can be particularly useful if your readers donâ€™t all have English as their first language.
Remember your writing isnâ€™t always about conveying the meaning of the words. You may, instead, be wanting to create an emotional reaction in the reader â€“ and jargon can make them feel that writer and reader are somehow on the same side of the same argument, or in the same team. This shared knowledge creates a bond that pulls your readers in, and makes them feel a commonality with the writer. Thatâ€™s worth a lot.
Iâ€™m still looking for that elusive retro keyboard â€“ affordable yet stylish. The qwerkywriter is out of my budget, so Iâ€™m hoping theÂ PennaÂ delivers on its promise to bring us quality at a reasonable price.
It gets aÂ decent reviewÂ on The Verge, but Iâ€™m still not convinced about buying a product like this as a pre-production crowd-funded deal â€“ particular as The Verge points out the company behind the Penna has never shipped a product before. Maybe I need to go for theÂ LofreeÂ instead; there are just too many choices. Or, more realistically, Iâ€™m sitting tight and spending nothing.
Or maybe I should stop worrying about a keyboard, and just, you know, get on with writing.