The Skill of Writing
Introduction
The skill of writing has been neglected lately by all sorts of organizations—corporations, non-profits, and government. This blog is my reminder to demand good writing not only in traditional and web marketing but in internal communications as well. Here is a check list of general principles that apply to improving the skill of writing.
Written Marketing Communications
Internal Communications
Jeff Bezos, CEO of Amazon, values writing over talking to such an extreme that in senior executive meetings, “before any conversation or discussion begins, everyone sits for 30 minutes in total silence, carefully reading printed memos that vary from two to six pages in length.”
These documents have been constructed based on the Amazon standards for superior writing:
- The Amazon obsession with the customer–what’s in it for the customer, the company, and how does the answer to the question enable innovation on behalf of the customer?”
- Accountability spreads as a manager’s written work product — product requirement documents, FAQs, presentations, white papers — holds the manager responsible for what happens when the rest of the team executes on the clearly articulated, unambiguous vision described by the documents.
- “Full sentences are harder to write,” [Bezos] says. “They have verbs. The paragraphs have topic sentences. There is no way to write a six-page, narratively structured memo and not have clear thinking.”
- In having to write it all down, authors are forced to think out tough questions and formulate clear, persuasive replies, reasoning through the structure and logic in the process.
Specifically, the internal communication like the Amazon narrative has three main elements:
- Introduction: the context or question.
- Main Body: approaches to answer the question – by whom, by which method, and their conclusions. How is this approach different?
- Conclusion: now what? –what’s in it for the customer, our organization, and how does the answer to the question enable innovation on behalf of the customer?
So reflect and write it down, verbs and all. You’ll be better prepared and excited to present, share, collide, collaborate, and lead at work.
External Communications
External communications are directed at customers, prospects, suppliers, investors, and the public. These communications are prepared by marketing managers, advertising agencies, and the MarCom staff. All of the criteria for good writing that applies to internal documents also applies to external ones plus a few others.
Here is a checklist to remind me of features of good writing:
- Logical
- Well-organized
- Easy to read
- Correct
- Clear
- Concise
Focus on the customer but don’t forget the organization. The best products and services are beneficial to the user and the supplier.
In the Introduction, set up an argument using clear, organized thinking. Use examples, create diagrams, charts, and display pictures where they fit. Color adds even more appeal to these illustrations.
Make a story out of sentences. Use subjects and verbs, avoiding superlatives. Be honest. Be sure the conclusion matches the original question.
Write in plain English:
- Keep it brief
- Clean
- Bold
- Positive
- Authoritative
- Specific
- Concrete
Develop a USP—unique selling proposition. How is this proposal, product or service different and why should a prospect or other recipient buy it?
Conclusions
All organizations will benefit by focusing on skillfully written communications—both to inside and outside recipients. Establish a culture within the organization to use written summaries instead of verbal ones. Demand accountability through the use of written documents.
Keep all writings brief, well-organized–stating the problem, discussing the pros and cons and coming to a logical conclusion. Be honest but keep the writings positive, bold, authoritative and specific.
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