August 6, 2007
COMMENTARY: Choice words | Teach your employees to write well, or suffer the consequences
BY BRUCE MACMILLAN, PRESIDENT
MacMillan Associates Inc., Phippsburg
Having taught business writing for 25 years, I can honestly say that the quality of today's business writing is the worst I've ever seen. This is particularly troublesome with the widespread use of email ˆ a communications tool that instantaneously expands potential readership. On the upside, when used well, email can be an unparalleled timesaver for the writer and the reader. But, on the downside, it enables more people to send more lousy writing to more people faster.
Fact is, poor business writing can do more than annoy readers. It can do tremendous damage to reputations and relationships. Consider these examples: The business owner who sent me an open house invitation beginning with, "Hell, Bruce." I hope he meant to say "Hello."
The executive who told me that he simply "bangs out an email and rips it" (hits the "send" button). No pre-planning or proofreading, just "gets it out there." Not surprisingly, his correspondence was loaded with errors and other miscommunications.
The food service manager who sent senior management an email entitled "Pricing Parody," as opposed to "Parity."
The business person who sent an email to another person harshly criticizing actions of a third person. The email was forwarded to the third person ˆ with predictable consequences.
The people who've sent me emails and spelled my name "Brude," "Bruck" or "Brunh." It's particularly amusing when they also misspell their own names.
These writing scenarios are all potentially disastrous. The writing created by these people damages their reputations, the reputations of their businesses and relationships with customers and colleagues. And the writing immediately gives the impression that the writer doesn't know ˆ or worse, doesn't care ˆ that his or her writing is sloppy.
In short, poor writing is a huge competitive disadvantage. Unfortunately, many business leaders are either unaware of business writing problems or don't understand the consequences.
Leaders of organizations must be strong advocates for effective business writing.
Start by stressing ˆ frequently ˆ the importance and benefits of good business writing. Business writing can be a powerful tool. It can help compel action, change opinions and provide information. It links to productivity and profitability. Make sure your people understand your expectations about the quality of the business writing in the organization.
Secondly, invest in business writing training services. Select one of the many excellent consultants or continuing education programs that can teach your people how to write effective documents quickly. And take the training with your people. This will underscore your commitment to good writing and will help your writing set a high-quality example.
Finally, make coaching part of your leadership role. Take an interest in the writing in your organization. Read things carefully and look at samples of customer correspondence. You may see opportunities for improvement. If so, share your thinking.
Some of your best coaching will occur through the questions you ask a colleague as you review his/her writing sample. There are many coaching questions and editing guidelines you can use. Here are just a few:
ˆ Is this message best communicated in writing? Or should there have been a conversation or a meeting instead? Email has replaced many conversations. This isn't always appropriate, particularly where there are emotions involved or a need for a real-time Q&A.
ˆ Is this writing addressed to a particular reader? Who else might have seen it? Is the content suitable for other readers?
ˆ What is the message in this document and is it easily accessible to the reader? I define a message as what you want a reader to know and/or do and when. I frequently recommend putting that message "up front."
ˆ Is the writing visually pleasing, including white space, paragraph breaks, headings, etc.? This is particularly important since emails are typically read directly from the screen.
ˆ How would the reader feel after reading this? Would the tone motivate the reader to take the desired action?
ˆ Are there ambiguous phrases or jargon that would confuse the reader? When in doubt, use plain English.
ˆ Are grammar and spelling correct? Always proofread using spell-check and your own pair of eyes.
These questions will help your staff understand both your expectations and how they should approach their writing. And they'll learn from you.
Why is your role important? Consider this: During my career, I've studied writing extensively and have an M.S. degree in journalism. And, I had four managers who were outstanding writers and who coached me. They taught me to write by showing me how to analyze readers and their needs, get to the point and use words appropriately and economically. They also stressed that every piece of writing is, in fact, a public appearance.
Your role in setting expectations and in coaching is critical. The payoff: your organization's writing can become a competitive advantage.
MacMillan Associates Inc., Phippsburg
Having taught business writing for 25 years, I can honestly say that the quality of today's business writing is the worst I've ever seen. This is particularly troublesome with the widespread use of email ˆ a communications tool that instantaneously expands potential readership. On the upside, when used well, email can be an unparalleled timesaver for the writer and the reader. But, on the downside, it enables more people to send more lousy writing to more people faster.
Fact is, poor business writing can do more than annoy readers. It can do tremendous damage to reputations and relationships. Consider these examples: The business owner who sent me an open house invitation beginning with, "Hell, Bruce." I hope he meant to say "Hello."
The executive who told me that he simply "bangs out an email and rips it" (hits the "send" button). No pre-planning or proofreading, just "gets it out there." Not surprisingly, his correspondence was loaded with errors and other miscommunications.
The food service manager who sent senior management an email entitled "Pricing Parody," as opposed to "Parity."
The business person who sent an email to another person harshly criticizing actions of a third person. The email was forwarded to the third person ˆ with predictable consequences.
The people who've sent me emails and spelled my name "Brude," "Bruck" or "Brunh." It's particularly amusing when they also misspell their own names.
These writing scenarios are all potentially disastrous. The writing created by these people damages their reputations, the reputations of their businesses and relationships with customers and colleagues. And the writing immediately gives the impression that the writer doesn't know ˆ or worse, doesn't care ˆ that his or her writing is sloppy.
In short, poor writing is a huge competitive disadvantage. Unfortunately, many business leaders are either unaware of business writing problems or don't understand the consequences.
Leaders of organizations must be strong advocates for effective business writing.
Start by stressing ˆ frequently ˆ the importance and benefits of good business writing. Business writing can be a powerful tool. It can help compel action, change opinions and provide information. It links to productivity and profitability. Make sure your people understand your expectations about the quality of the business writing in the organization.
Secondly, invest in business writing training services. Select one of the many excellent consultants or continuing education programs that can teach your people how to write effective documents quickly. And take the training with your people. This will underscore your commitment to good writing and will help your writing set a high-quality example.
Finally, make coaching part of your leadership role. Take an interest in the writing in your organization. Read things carefully and look at samples of customer correspondence. You may see opportunities for improvement. If so, share your thinking.
Some of your best coaching will occur through the questions you ask a colleague as you review his/her writing sample. There are many coaching questions and editing guidelines you can use. Here are just a few:
ˆ Is this message best communicated in writing? Or should there have been a conversation or a meeting instead? Email has replaced many conversations. This isn't always appropriate, particularly where there are emotions involved or a need for a real-time Q&A.
ˆ Is this writing addressed to a particular reader? Who else might have seen it? Is the content suitable for other readers?
ˆ What is the message in this document and is it easily accessible to the reader? I define a message as what you want a reader to know and/or do and when. I frequently recommend putting that message "up front."
ˆ Is the writing visually pleasing, including white space, paragraph breaks, headings, etc.? This is particularly important since emails are typically read directly from the screen.
ˆ How would the reader feel after reading this? Would the tone motivate the reader to take the desired action?
ˆ Are there ambiguous phrases or jargon that would confuse the reader? When in doubt, use plain English.
ˆ Are grammar and spelling correct? Always proofread using spell-check and your own pair of eyes.
These questions will help your staff understand both your expectations and how they should approach their writing. And they'll learn from you.
Why is your role important? Consider this: During my career, I've studied writing extensively and have an M.S. degree in journalism. And, I had four managers who were outstanding writers and who coached me. They taught me to write by showing me how to analyze readers and their needs, get to the point and use words appropriately and economically. They also stressed that every piece of writing is, in fact, a public appearance.
Your role in setting expectations and in coaching is critical. The payoff: your organization's writing can become a competitive advantage.
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