Creative Tips #15: Writing Style 101

So far in these tips we've talked almost entirely about how your documents look. It's not just that you need to look professional, or playful, or conservative or whatever your company identity needs to be. Layout and design also make the difference between whether your letter, flier or proposal gets read or tossed aside. (That's an awful thought, isn't it? — That the message you sweated over could be ignored just because it doesn't look inviting or intriguing enough to read? Unfortunately that is what happens far too often.)

All the things we've covered, such as margins, line spacing and typefaces have a big impact on the reader. They can attract or repel, invite or dissuade, interest or bore your potential audience.

There is a point where your visual style crosses over into writing style, and that's what I want to take up next.

The Long and the Short of It

Conventional wisdom says you should write to about a 5th grade reading level if you want your stuff to be read and understood. I don't trust conventional wisdom, as a rule, but this is a case where it isn't too far off the mark; it's just not very complete or useful.

Nobody likes academic, legal or stuffy-textbook writing except academics, lawyers and stuffy textbook authors. That kind of writing typically uses long words, rambling sentences and paragraphs that run forever. It's dead and it's boring; people read it only because they have to. How avidly did you read that thrilling credit card contract, or those laugh-a-minute health insurance documents? Real page-turners, weren't they? (Note: If you write contracts for credit card companies or health insurance, your employer probably doesn't want you to read what follows.)

The easy lesson from this is: If you want people to read your stuff, don't use long words, long sentences or long paragraphs. That does NOT mean you have to write at a 5th grade level. It means that you should deliver what you have to say in bite size, digestible pieces, and avoid trying to impress people with your English Major vocabulary (unless you're trying to impress an audience of English majors, in which case... go for it!).

Here's how this translates into the visual design of your document. Look at these two letters. Which would you be more likely to want to read?

ACME Letter, long paragraph ACME Letter, short paragraphs

You can see how the visual difference between the two letters translates into a willingness (or not) to read them. "Yes," I hear you say, "but the other letter is a lot shorter, too. What about all the stuff that is in the long one that's been left out of the short one?"

I'm glad you asked. Hidden inside that second set of grey bars are three other style points that should be a conscious part of your style: no fluff, brevity, and clear divisions between thoughts or ideas.

Signs of Excess

A century ago it was quite the thing to ramble on for paragraph after paragraph, string clauses together in endless chains, and in general pay no attention to sustainable ink practices. That doesn't hold today. Your audience, no matter who they are, have been brought up with sound bites and television, flash cards and multiple choice questions. They expect maximum information in minimum time.

Some things you can do that will help:

Try cutting one sentence out of each paragraph in your last proposal, without losing any meaning. Each success will improve your writing skill.

Put a sticky note on your monitor, "Adverbs are forbidden!" and follow it.

Erase any sentence with more than three prepositional phrases in a row ("the back of the road behind the estate in the north-east corner of the county") and do it over.

But I Have a Lot to Say!

If you genuinely need to convey a great deal of information, use a brief cover letter and put everything else in a nicely spaced, well laid out attachment. This is particularly true of resumes, where a short cover letter that says why you are interested in working for Acme, Inc. is far more likely to get your resume read than a biographical essay. But it is equally true for proposals to new clients, project specifications, consulting advice to clients, and other situations where there is too much to put on one sheet of paper.

For those times when you genuinely need a bit more than one page, use a continuation sheet in preference to condensing the text or widening the margins. Don't look like a cheapskate.

Set it in Stone

All of these points should be part of your company style, and if they are part of your style they should be part of your style book. That way, when you hire a new Office Manager or Sales Administrator you can point to the style book instead of spending an hour of your valuable time in personal instruction. You can also refer to it yourself, from time to time. It never hurts employee relations to practice what you preach.

Bonus Tip

If you need to sharpen your Microsoft Office or Open Office skills, or if you'd just like to be more in command of Word or Excel in your day-to-day work, check out www.lynda.com. You'll find excellent video training courses on every flavor of Office and Open Office applications.

Happy typesetting,

Alan Gilbertson
Creative Director
G&G Creative

The Creative Tips newsletter is published by G&G Creative, Tujunga, CA. More at www.gngcreative.com or on the blog.