How effective is your writing? Many of us may not have considered writing to be an important business skill but, when you think about it, writing impacts every aspect of your business. Your marketing and advertising results are dependent on good writing; your client communications can help or (really) hurt a relationship; and how about your sales efforts? Writing a confusing proposal is worse than writing no proposal because ...a confused mind always does what? ...says, "NO".
If your writing isn't communicating the right message the right way you are wasting your very limited resources; your time and your money. Worse yet, you can be damaging your reputation.
Even the most sophisticated tend to have reading levels lower than you would expect. There's a rule of thumb that, unless you're writing for an audience of English professors, you should write for an 8th grade reader. This doesn't mean "dumb-it-down"; what it does mean is to keep it real and keep it active. (especially marketing material)
Compare these sentences:
"You will create an action strategy for success."Which sentence has the energy?
to
"An action strategy for success will be created."
Effective content is also short and concise. Winston Churchill was known for his inspiring and compelling speeches, right? It is said that his speeches rated at a 5th or 6th grade level.
Compare these sentences:
"War is hell." - Winston ChurchillYou "get it" in Churchill's 3-word sentence; concise, compelling. The second sentence; well, it doesn't communicate with the same intensity or personal feeling.
to
"Combat overseas creates many horrific situations." - I made this up.
So, now for the cool thing: Microsoft Word has a readability tool that can help you improve the readability of your copy. In Word go to Tools - Options - Spelling & Grammar; Select "Check Grammar with Spelling box and check "Show Readability Statistics".
Now every time you run spell check a grammar box will come up with statistics. At the bottom of the box you'll see the percentage of passive sentences (remember active is better) and the Flesch-Kincaid grade level. For most marketing material the lower the percentage of passive sentences the better and a grade level between a 7 and 9.
Write right and Be BOLD!
PS - This article has 8% passive sentences and a grade level of 7.1.
Lynnelle Bianco is owner of Bold Vision Consulting, a business coaching and growth consulting firm. She runs coaching programs and peer groups that help business owners, entrepreneurs and professionals become better leaders and build bigger, more profitable businesses. Contact Lynnelle at http://www.BoldVisionConsulting.com or call 207-221-3492.
Lynnelle brings over 20 years of professional, corporate and retail working experience to clients. Having held senior positions in marketing, new business development and client service for global institutions — as well as owning and operating her own small businesses — Lynnelle brings real-world experience and forward looking perspectives to helping today’s professionals and business owners achieve breakthrough success. …and remember; Be BOLD! Success starts with a vision.
Source: www.articledashboard.com
