Transcript Selling Hats to Others

Writing Tips
for Marketing
Say It Simply
• The next slides will present a
statement that describes a common
phrase.
• Can you identify the phrase?
Say It Simply
What does it mean?
Cleave gramineous matter for fodder
during the period that the orb of the day is
refulgent.
Make hay while the sun shines.
Say It Simply
What does it mean?
A plethora of culinary specialists vitiate
the liquid in which a variety of nutritional
substances have been simmered
Too many cooks spoil the broth
Say It Simply
What does it mean?
A condition characterized by tardiness is
more desirable than one that is
systematically marked by eternal
absenteeism.
Better late than never.
Writing For Impact: Tips for
Improving Writing Skills
• Know Your Audience
– Age, gender, reading level, etc.
– What does your audience know about
CES?
– Is the audience interested in your topic?
– What will the reader want to know?
– Keep your audience in mind as you write
Writing For Impact: Tips for
Improving Writing Skills
• Audiences…
• Are interested in results
• Want brief understandable information
• Must deal with competing messages
• Are not specialists or scientists
Writing For Impact: Tips for
Improving Writing Skills
• Words
– Less is more
– Words are the tools – use the right one
– Words don’t think for you – they convey
YOUR thoughts
– If the idea isn’t clear – words won’t clear it up
Writing For Impact: Tips for
Improving Writing Skills
• Words – Use the
• Short
• Simple
• Personal
• Specific
• Colorful
• Active
• Familiar. . . . . . . . . . . . . . . . . . . Word
Writing For Impact: Tips for
Improving Writing Skills
• Numbers
– With statistics – make them clear
• “one out of eight” – not 12 ½ percent
• Analogies – “In the next five minutes,
10 people will be diagnosed with
cancer.”
You’re The Editor
•
•
•
•
•
Cut unnecessary words
Simplify sentences
Use words that are easier to understand
Avoid technical jargon
Avoid acronyms
Clear the Fog
Original: “It is my desire to meet with
NTG at the optimal earliest time that
conforms with multiple team member
schedules to discuss OP infraction
minimization.”
Better: “I want to meet soon with all the
Network Training Group to discuss how
to reduce procedural errors.”
Clear the Fog
The edited versions are much clearer,
shorter and easier to understand.
• Original: The discussions became quite heated
at times, which was an indication that members
themselves determined the goals of their club.
• Better: Occasional heated discussions proved
that members set their club’s goals.
SUMMARY OF KEY POINTS
• The written word – a powerful
tool.
SUMMARY OF KEY POINTS
• Be Specific.
SUMMARY OF KEY POINTS
• Make it memorable – for all the
RIGHT reasons!