What’s wrong with your writing? Part 2
In part one we looked at problems and what might be going wrong with your communications. Some solutions were implied, but here’s an explicit account to make it easier for you.
You’re going too deep
Do your best to know who your audience are and what kind of language they respond to. If possible, ask your audience to give you feedback on your communications. Think carefully about which acronyms you need to spell out, about which jargon words could be misconstrued. Remove every single case of ‘leverage’ and replace with another verb; it could be ‘use’. Remove every single case of ‘utilise’ and replace with another verb; it could be ‘use’. Be clear about the purpose of each piece of communication and consider whether it achieves its intention.
You’re overestimating your skillset
Write a first draft and then take some distance from it — maybe a couple of days so you can come back to it fresh and ready to redraft. When you edit, be ruthless; cut out everything that isn’t absolutely necessary. Run the spellcheck function on whatever software you’re using. Use ctrl+F (or cmd+F) to check for double spaces. Get someone else to proofread and edit your work. Don’t be precious. Read your writing aloud to find out where the reader trips up.
You’re trying too hard
Listen to yourself talking, then try to capture that register and rhythm in your writing. When you read your writing aloud, does it sound like you? Think of the simplest description of what you’re trying to say, and capture it as you say it out loud. Simplify your message: fewer syllable words, fewer word sentences. Don’t be afraid to use full stops. Consider carefully your brand’s tone of voice — does your writing reflect that? How?
You’re overpromising
Consider what your goals are. Does this piece of writing help you get there? Does this writing deliver on the expectations it raises, and how will that affect your brand in the audience’s mind? Does this writing provide genuine value to your audience in some way? Is whatever comes next going to live up to the promise implied by the message you’re putting out? Are you really Simon Sinek or are you just someone with ‘Thought Leadership’ in their LinkedIn profile?
You’re writing about you
Here’s a handy refrain: people don’t care about you, they only care about themselves. Every piece of content you serve them as a customer has to tell them how you’re there to benefit them. Even your ‘About us’ page. As a customer I don’t really care how your CIO feels about tech trends in the coming decade; I only care about what his insights can offer me. Your commitment to ‘fail faster’ only impresses me if I can see the way it benefits me.
This goes for everyone: Develop your brand identity, along with tone of voice and style guide, and make sure everyone in your business knows it. Keep it in an easily-accessible place. Refer to it frequently. Review it regularly. Set out guidelines for each specific channel, train your staff and keep them trained.
Once again, it’s worth investing in communications professionals. They’re there to improve the things you didn’t realise needed improving, to provide the empathy you don’t have space for, and at the end of the day make you look better. If you want this for your business — or even for yourself — give me a shout and I’ll be happy to help you out.
