Always do business as if the person you're doing business with is trying to screw you, because he probably is. And if he's not, you can be pleasantly surprised.
KeyNotes - The Moving Finger Newsletter
About writing and editing for business, and words in general
February 2007
In this issue:
- Is Your Content Turning Off Customers?
- Review: 'Grammar and Punctuation - All You'll Ever Need to Know'
Is Your Content Turning Off Customers?
Apparently most customers distrust companies that make mistakes in their written communications, as many as 75% of them according to reports.
Although the error itself may be minor, it's what it says about that company's quality controls or care and attention to detail that strikes the wrong note. And if basic spelling and grammar mistakes can have such a negative impact, what about brochure or website content that confuses, buries information customers want out of sight or is otherwise poorly planned or written?
At the very least you risk creating a poor impression of what you do. After all, your customers find out about your business by reading what you say about it. Choose your words carelessly and you'll turn them off.
The solution lies in paying your words as much attention as you would other production elements of the communications mix, like design and print. Weak grammar can be checked and corrected - see my review of a useful resource below - but ensuring your content actually meets the needs of readers is all about preparation. Plan what you want to say first - don't wait until an empty website or brochure visual screams for attention.
The key to good copy preparation is the briefing process. This is where you share background and information with whoever's doing your writing so they have what they need to deliver the words your project requires. Setting your copywriter on the right track early on gives you a better chance of keeping to your delivery schedule too, which should mean a quicker return on your investment.
So what should a good brief cover and how should you manage it?
- First, you need to identify your audience. Draw a picture of your target customer so your copywriter can see them too. What's your audience's knowledge level? What do you want them to do once they've read what you've written?
- Content is king. Hand over relevant information like marketing plans, existing company literature, product/service information and any PR output. If it's too soon for any or all of these to be available, 'brain dump' as much background as possible but don't over-elaborate with unnecessary detail.
- Stay involved. Make yourself available and keep the dialogue going. Don't have your copywriter waste chargeable hours second-guessing your intentions because you're not around to answer queries.
- Finally, allow enough time. Good copy doesn't happen in an hour. Information has to be absorbed and - usually - several drafts submitted before the right note is well and truly hit.
Review: 'Grammar and Punctuation - All You'll Ever Need to Know'
Do you have nagging doubts about the right use of certain words when writing an email or report? Unsure about the difference between words that look and sound the same, like 'complementary' and 'complimentary'? Then this workbook should be a lifeline.
‘Grammar and Punctuation – All You'll Ever Need To Know’ is produced by the Word Centre, which champions plain English usage in business through its training and editing services. Designed as an introduction or refresher to the key elements of grammar and punctuation, it covers off all the basic principles in short, accessible chapters.
‘Grammar and Punctuation – All You'll Ever Need to Know’ is just that. In just 33 pages, the workbook explains the main parts of speech like nouns, verbs and adjectives, defines their use and shows how they fit together. It then looks at practical punctuation.
There are self-test exercises (with answers) to drive points home and a handy discussion on common grammar problems, like the correctness or otherwise of starting sentences with ‘And’. No stuffy attitudes, just sensible conclusions in line with modern usage. Keep this workbook on your desktop and you should be able to bale yourself out of most tight grammatical corners.
‘Grammar and Punctuation – All You'll Ever Need to Know’ is available from the Word Centre at www.wordcentre.co.uk.
Oh, and the difference between 'complementary' and 'complimentary'? Fish and chips are complementary (they go well together) but a complimentary ticket is free and a complimentary remark nice to receive.
