Top 10 Tips for E-mail and Business Writing that Rocks!

American Society of Women Accountants – East Bay

January 26, 2011

Business writing is in crisis

30% of all correspondence is written to clarify earlier correspondence.

National Commission on Writing finds that one-third of the employees at America’s blue-chip corporations do not possess adequate writing skills.

AchieveGlobal reports in “Leading in Tough Times” that only 20 percent of the leaders interviewed thought their communication was successful.

Let’s do something about that!

Today, you’ll take away how to: Get the right response from your readers. Jump-start your writing—and creativity. Save time and energy. Increase client base/revenue. Deliver writing with polish & pizzazz.

The right words matter

The unique challenge of the written word: No gestures. No facial expressions. No tone of voice. No inflection. No eye contact

The right words matter

“You cannot bore someone into buying your product.”

[… or reading your letters, memos, reports and newsletters]

--David Ogilvy “Father of

advertising”

Tip # 1: Believe in yourself

Do you scream when you look at a blank screen?

Tip # 1: Believe in yourself

We all experience fear of writing. I learned the hard way/you can learn

an easier way. Brainstorm, write fast, connect with

your readers, edit/edit/edit.

Tip #2: Brainstorm

Spaghetti head or frozen synapses?

Genius Generator to the rescue: Answers to questions. Solutions to problems. Stories and examples.

Turn on your Genius Generator

Set a timer. Write fast & furiously. Don’t worry about typos. Don’t stop! This is how you tap into that

marvelous brain of yours. If necessary, write “I don’t know what to

write” until your brain kicks in again.

Genius Generator

I want this e-book to help people get over their fear both from mental hang-ups to creative insights. It can make the difference for our country and economy Thomas Friedman, NYTimes, innovate innovate innovate. So why not join me in our quest for creativity. I have long been on this goal with varying degrees of success. My goal: why be like everyone else why not go for something fresh and new? You can do it it doesn’t have to be earthshattering to be important. Be yourself. Give it a try you can start small with a simile or just getting your thoughts down on paper. that’s it just get your true thoughts down that’s so important and when you do, they build on one another just like in the exercise we’re going to do called braindump. You start with stuff just whatever comes out and then you get more and more. That’s because of the way our brains work.

Circle the nuggets

Nuggets:

Prioritize nuggets

Number nuggets:

Organic Outline

1. Why be like everyone else?

2. Thomas Friedman.

3. Innovate.

4. The way our brains work.

5. Start small—similes, true thoughts.

6. Creative insights.

Tip #3: Write fast first drafts

Just get it down. Let it rip. Remember: Just about everyone writes

terrible first drafts. Don’t Scribble & Scratch.

Don’t Scribble & Scratch

Separate the writing and editing processes.

Tip #4: Write to your readers…

…not at them. Answer WIIFM. Give them benefits, not features. Solve pain/problems. Explain how you can help.

Tip #4: Write to your readers…

Before:

Every business owner recognizes the importance of offering consistent, premium service by the highest-quality employees. Finding an objective method for evaluating employee service levels against client expectations isn’t always easy to do. Ace Consultants offers a range of services designed to quickly and efficiently provide vital information on employee performance and adherence to company policies. We create a specially-priced bundled package of services for our clients so they can selectively pick and choose just those services that fit their business.

Tip #4: Write to your readers…

After:

You want to consistently offer your customers the best service from courteous employees. But do you?

· Do you worry about what’s going on that you can’t see?· Are you frustrated by unsatisfactory customer surveys?

Ace Consultants offers a wide range of services to increase your productivity, profitability, and peace of mind. We provide accurate, timely reports that show what your employees are doing right—and where they need to improve.

Tip #5: Write informative subject lines*

You’ve got 10 seconds to grab attention. Which would you open?

Carpet repair today or Early closing today EBG Seminar or Own your own home For your information or Vacation schedule

* Think benefits!

Tip #6: Tell stories

Stories set you apart. Stories trigger emotions, which is where

we buy and buy into. MRI tests show that stories activate the

brain in ways far more creative than the words they’re reading.

Stories make your message stick.

Tip # 7: Break it up!

Paragraphs: Keep them short. Subheads: Give quick overview. White space: Make it easy on the eye. Font: Black. Background: None.

Paragraphs & white space

I recently visited a Web site promoting leadership training. Curious about what skills were taught, I typed “writing” in the search box. The search engine sputtered for a moment and posted: “Did you mean ‘working’?” No, I meant writing. I tried again with “writing skills.” This time I got: “no results.” And without writing skills, that’s exactly what we get: no results. Writing skills are essential—the mortar that sets the foundation for effective communications in the business world. Every year, the number of written communications is increasing. Last year, American workers sent 1.4 trillion e-mails, 80 percent of them reporting that they’d rather do business on the Internet. More and more, e-mail is replacing face-to-face meetings and telephone conversations. With no tone of voice or facial expressions, no gestures or inflections, e-mail, letters, reports or any business documents rely solely on words to communicate our message. Words help us influence, sell, encourage, promote, persuade, explain and change. But only if we choose the right words.Writing today is like Ali vs. Frazier in the last round. It takes a jab from computers and e-mail, a hook from school systems that can’t figure out how to teach it, and a knockout punch from fear, perhaps writing’s most formidable opponent. Fear leads to procrastination, which steals even more time from our fast-paced, busy workplaces. As a coach and trainer, I hear stories every day about the decline of writing skills at companies across the country.  The Associated Press recently reported that MBA programs finally have added writing to their curriculum to help alleviate everything “from bureaucratese to mangled memos to the cliché-thick murk of corporatespeak.” 

Paragraphs & white space

I recently visited a Web site promoting leadership training. Curious about what skills were taught, I typed “writing” in the search box. The search engine sputtered for a moment and posted: “Did you mean ‘working’?” No, I meant writing. I tried again with “writing skills.” This time I got: “no results.” And without writing skills, that’s exactly what we get: no results.

Writing skills are essential—the mortar that sets the foundation for effective communications in the business world. Every year, the number of written communications is increasing. Last year, American workers sent 1.4 trillion e-mails, 80 percent of them reporting that they’d rather do business on the Internet. More and more, e-mail is replacing face-to-face meetings and telephone conversations.

With no tone of voice or facial expressions, no gestures or inflections, e-mail, letters, reports or any business documents rely solely on words to communicate our message. Words help us influence, sell, encourage, promote, persuade, explain and change. But only if we choose the right words.

Writing today is like Ali vs. Frazier in the last round. It takes a jab from computers and e-mail, a hook from school systems that can’t figure out how to teach it, and a knockout punch from fear, perhaps writing’s most formidable opponent. Fear leads to procrastination, which steals even more time from our fast-paced, busy workplaces. As a coach and trainer, I hear stories every day about the decline of writing skills at companies across the country.  The Associated Press recently reported that MBA programs finally have added writing to their curriculum to help alleviate everything “from bureaucratese to mangled memos to the cliché-thick murk of corporatespeak.” 

Subheads - Before

Subject: Volunteer for the Charitable Giving and the Activities Committees

Have you been wondering how you can help plan one of our fabulous company events? Or perhaps you would like to have a say in the where the money goes that First National donates to the community. Well then wait no longer; both committees are now accepting new members. A short description of the committees has been added below and if you are interested in joining either committee please let me know as soon as you can.

The Charitable Giving Committee also meets once a quarter. The committee will evaluate employee submissions and outside donations during these meetings. In addition, “mini grants” are given only by employee request for charitable sponsorship. (i.e. Supporting a Boy Scout Troop going to camp would be an example.)

The Activities Committee meets at least once a quarter to plan most of our big events. Some of those events include brainstorming for the Employee Appreciation Breakfast, Summer Event, United Way Halloween Festivities, etc.

Subheads - After

Subject: Have your say-so!

Have you been wondering how you can help plan one of our fabulous company events?

Now’s your chanceBoth the Charitable Giving and Activities committees are now accepting new members. Take a look at the short descriptions of each committee below and let me know if you would like to join either committee.

Help out a Boy Scout The Charitable Giving Committee holds meetings once a quarter and evaluates employee submissions and outside donations. In addition, “mini grants” are given only by employee request for charitable sponsorship. (A good example: support for a Boy Scout Troop going to camp.)

Breakfast, Bowl, and Boo!The Activities Committee meets at least once a quarter to plan most of our big events. These include brainstorming for the Employee Appreciation Breakfast, Summer Event, and United Way Halloween Festivities.

Bullets & numbers

Bullets & numbers help break down tedious lists and get the attention you need. Compare:

A. Please send me copies of your paychecks, a list of vacation dates, and some office supplies, especially index cards.

B. Please send me:

1. Copies of your paychecks.

2. List of your vacation dates.

3. Office supplies.

4. Index cards.

Tip #8: Don’t send an e-mail

E-mail can send the wrong message. Sometimes it’s better to:

Pick up the phone. Send a letter. Talk face-to-face.

When to pick up the phone

Need fast action. Straighten out an

e-mail debacle. Require privacy. Share emotion. Collaborate. Calls for too much

typing—too complex.

When to send a letter

Don’t want to interrupt. Want someone to savor the missive. Require more security/confidentiality. Need to file the document.

When to talk face-to-face

Sensitive issues – hiring, firing, divorce.

Collaboration required. Human interaction preferred. Synergy.

Tip # 9: Edit, Edit, Edit

Edit for success

Cut, catch & correct:1. Cut as many words as you can.2. Edit several times.3. Edit in short bursts with breaks in between.4. Don’t write at the eleventh hour.5. Fix typos and gaffes.6. Find a proof buddy.7. Send to yourself.

Tip # 10: Sleep on it

Rest and let the work rest.

Then edit and proof again

with fresh insights.

Avoid crossing off to-do list. Find typos and gaffes jump off the page. Can’t wait that long? Take a break.

Points to remember

Believe in yourself. Brainstorm. Tell stories. Write fast. Edit slowly. Take breaks.

Special offer for ASWA

Premium mentorship program Inspiring & informative book series Assess for Success personalized assessment One-hour personal coaching session

Regular price $632 – for a limited time only $197.

A year’s worth of tips & tools, information & inspiration to help you enjoy increased revenue, respect, and results!

Contact me

Lynda McDaniel, Director

Association for Creative Business Writing109 Sierra Drive

Walnut Creek, CA 94596

925-465-1831

director@afcbw.com

www.afcbw.com