I’ve had a busy week and I’m behind in almost everything. I only managed one blog post last week, I worked the weekend so my Friday deadlines didn’t slip into the next week, and my laptop has a couple of dozen articles opened that I had intended to read, post and share. Ever had a week like that? Today I’m trying to get caught up. As I was trolling through the articles I had marked to read, I ran across a piece by Jason Fried in Inc. Magazine titled Why is Business Writing So Awful? You should read it.
I was surprised to discover in the author’s bio that Jason is a software guy. I assumed he was a copywriter because he succinctly details the problems with business writing. He has co-authored a book, so maybe that’s how he became so informed about the problems with content. Nothing he mentions is difficult to figure out and he makes a great case for original content. It’s the most entertaining piece on writing I’ve seen in ages. I read the whole thing word by word right to the end of the page. In this day of skimming, writing something people actually read is a massive achievement.
Tools of the Trade
Jason endorses the use of professional writers if your company is lacking the appropriate talent. Obviously, I love his advice, but I’ve seen plenty of marketing material written by professionals that’s just as terrible as the DIY versions. It got me thinking about what businesses can do to help themselves. I employ three techniques for everything I write to improve the readability and usefulness of my copy. Here they are:
- Use a spellchecker: It’s an obvious bit of advice but I see an alarming number of spelling errors injected into everyday business communication. It’s terrible to read an email with spelling errors in it. When I see a website, brochure, press release or any other marketing document with a spelling error in it, I immediately assume the company is sloppy, lazy, unprofessional or a combination of the three.
- Use the Gobbledygook Grader: I’ve written about this before but it’s worth repeating. Hubspot provides a free online tool to detect any jargon, clichés, overused phrases or hyperbole. It takes seconds to get an analysis and improves your writing immeasurably. I still get caught using some form of gobbledygook in nearly every first draft I submit to it.
- Read Aloud: Do you remember when you first learned to read? Your teacher instructed you to read out loud so she could hear you and help you when you struggled. Reading your own writing aloud does the same thing. You ears will find mistakes your eyes miss. I read everything I write, in a normal speaking voice, before I submit it to a customer or post it on my blog.
What you say, and how you say it, reflects on you and your company. You don’t need to be a professional writer to improve the quality of your writing efforts. Take an extra couple of minutes with all your business communication and I bet you will begin to see a difference.
Do you have any writing tips you want to share?
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