Most of my clients have more money than reputation. I sell them fine reputations through their donations to charity… So they die with easy consciences with the public hailing them as great benefactors. They like to die that way, Herman. 
KeyNotes - THE Moving Finger Newsletter
About writing and editing for business, and words in general
November/December 2007
In this issue:
Should You Really Spend Time Trying to Write That Brochure?
Running any business is a juggling act – of managing the day-to-day, handling existing customers and prospecting for new ones. Whether the business is just you, or one you manage for someone else, then keeping sufficient balls in the air can be a problem.
There’re only so many hours in a day, after all.
Trouble is, too many of us get sucked into doing what we shouldn’t often in the misguided belief we’re saving money.
You know the kind of thing. Your new website is in desperate need of content and your web designer has thrown this need back on to you. No problem, you rather enjoy writing. Two months on, the website is still empty, and the project budget invested so far is delivering absolutely nothing.
What we don’t take into account when we make these ‘budget saving’ choices are the real costs of our own, or other staff’s, time in trying to complete these jobs in-house. Add in the probable lack of expertise that drags the project out longer, and the inevitable completion delays caused by the daily demands of the business, and these so-called savings vanish into the balance sheet.
If you’re still not convinced, think on this. Time management experts say that each of us manages around 200 productive days a year which, allowing for 7.5 hours of work each day, amounts to 1,500 hours. Multiply that by your chargeable rate and the total might surprise you.
So when you decide to write that press release to gain some well-deserved coverage for your company, stop and think. Is it really worth your while taking time out from the day job to do it, when it will be done much quicker and better by a professional?
Reminding yourself just how much your time is worth should help you evaluate your workload better and focus on what you do best.
Pay Attention to Punctuation
Punctuation can give the same words different meaning so it's important to get it right to make sure you convey what you intend and avoid any ambiguity or misunderstanding.
To show what I mean, here's a popular example of the same letter - but punctuated differently to give two totally different interpretations:
Dear John,
I want a man who knows what love is all about. You are generous, kind, thoughtful. People who are not like you admit to being useless and inferior. You have ruined me for other men. I yearn for you. I have no feelings whatsoever when we're apart. I can be forever happy - will you let me be yours?
Jill
Dear John,
I want a man who knows what love is. All about you are generous, kind, thoughtful people, who are not like you. Admit to being useless and inferior. You have ruined me. For other men, I yearn. For you, I have no feelings whatsoever. When we're apart, I can be forever happy. Will you let me be?
Yours, Jill
With email casualness becoming the accepted norm, clear written communications are facing more and more pitfalls. So mind your commas and full stops - they're crucial.
Related articles: 'Grammar and Punctuation - all you'll ever need to know'
