Introduction by John Callaghan
A big part of creating a Customer Driven Marketing Strategy, is creating content that compels a prospect to take a step and follow your road instead of your competitors. But the key to creating the content is choosing your words very carefully. Many marketers like to write like they are taking a college level creative writing class. That’s a huge mistake! Read this MYM article to learn a few techniques for sharpening your writing skills.
Note: I went through some training with MYM many years ago and have rights to their newsletters. I’m posting the ones to this blog that I believe will help any company make the transition from being “product driven” to being “customer driven”.
Increasing Readability: Language by MYM
When it comes to simplifying your writing, the first suggestion is to use SHORT SENTENCES. Avoid the tendency to go on and on and on in a sentence. It makes it difficult for the reader to keep up with you. Instead of putting two ideas into one long sentence, try using two short sentences. You’ll find it breaks it up and makes it easier to read. If you want some help with this, go pick up a copy of USA Today. It’s a well-known fact that USA Today is written on a low reading level, which is good. That increases the overall readability. Go read any article out of that paper and you’ll quickly see what I mean about using short sentences.
So the first suggestion is use short sentences. The second suggestion is just use SIMPLER LANGUAGE. Here are a few rules of thumb that I employ. Use familiar words instead far-fetched ones. Use a concrete word instead of an abstract one. Choose short words instead of long ones. I think the best way to illustrate this is with a list of complicated words and their more simplified equivalents:
Instead of… Use…
Continue Keep up
Supplement Add to
Acquire Get or gain
Along the lines of Like
As to About
For the reason that Since
In order to To
In the event of If
In accordance with By, under
Prior to Before
With regard to About
Likewise And, also
Nevertheless But, however
See how that lightens up your writing and make it more conversational? I know that an English professor would be delighted if you used the phrase “in accordance with.” Your attorney might like that too. Your writing is as complex or as simple as you choose. I once heard about a doctor who would lean back in his chair when he was finished with dinner, put his hands behind his head, and proclaim…“My gastronomical satiety admonishes me to such an extent that I am no longer able to indulge myself beyond the limits of dietary integrity.” Translation: “I’m full.” Now that’s complicating it. Make sure that you always remember the rules of thumb I just gave you – use short sentences and simple words – and they will help your prospect immensely, and ultimately, it will make you more money.
The third suggestion for increasing readability is use ACTION VERBS. Before you get scared off thinking I’m about to make you go to the chalkboard and diagram a sentence, relax. This isn’t about being a wonderful student of grammar. It’s just about using certain kinds of words that will wake up your writing and your readers and make them more likely to take action. Back in elementary school when you first started learning grammar, they described verbs as action words. That’s what you want in your writing, lots of action words. You’re probably thinking, come on, every sentence has a verb in it; you can hardly write a sentence without a verb. But understand, most writing contains nothing more than nouns and adjectives, glued together with what’s called the “be” verbs: am, is, was, are, and were. But you’ve got to think like the Chinese. Simplify and get rid of all the “filler” words. That’s all that “am, is, was, are and were” are…they’re filler words. They don’t signify any action. That’s why they’re called “be” verbs because they just indicate a state of being – not action.
So what do I mean by action words? Words like blow, break, bring, call, carry, cast, catch, come, cut, do, draw, drive, drop, fall, get, give, go, hang, hold, keep, lay, let, look, make, pick, pull, push, put, run, set, shake, show, skip, slip, split, stand, stay, stick, strike, take, talk, tear, throw, tie, touch, turn, walk, wear, and work.
Using action verbs takes some practice, patience, and persistence. You’ll find if you look at what you or your copywriter has written in the past, it’s probably full of am, is, are, were, and was. It takes discipline to make yourself go back and rewrite the sentence or the paragraph or the page to incorporate live words. But like the writing tips in past newsletters, if you do it, your bottom-line results can be greatly improved. And that’s the name of the game, right?
So the first three suggestions for using language to increase readability were to use 1) short sentences, 2) simpler language, and 3) lots of action verbs. The fourth suggestion then is to use more PERSONAL REFERENCES. What’s a personal reference? It’s simple a word or a sentence that references the reader or listener – primarily with the word “you.” In Dale Carnegie’s classic work, How To Win Friends And Influence People, Mr. Carnegie states that people’s number one motivating force in their lives – for good or for bad – is the need to feel important. He goes on to state that people’s favorite subject to talk about is themselves. If that’s true, and I believe that it is, then you’d be well off to address your writing directly to the reader and make as many references to them as possible.