Want to write clearly, right from the start? Then you need to plan, write and edit in equal measure. Here are Clear Ink’s top tips for getting your message across.  www.clearink.ie

Writing and speaking are tools for communicating a message. That’s it. Yet so many things – jargon, legalese, academic-speak, overly formal or informal language, too many words, poor grammar and punctuation – get in the way of good communication.

Clear Ink helps financial services, legal, media, health and technology firms, multinationals, government bodies and semi-states sell their products and services to customers using clear English. Our services include:

• Marketing writing  — brochures, letters, reports, newsletters, websites and more
• Editorial content — articles, blogs and clear English guides on any subject
• Editing and  proofreading — all documents: we make your hard work shine
• Writing skills training courses — Business writing in clear English, Think like a journalist  (advanced), Social media marketing on a shoestring (Twitter, LinkedIn, Facebook, GoogleAds and blogs) and more.

To get you started on your clear English journey, here are our top writing tips:

PLAN (figure out who you are, who you’re talking to, what you want to say)
1. Think of the audience. Before you write, put yourself in your customers’ shoes. Who are they? What are they interested in? What do they want/ need from you? If you don’t write for the reader by giving them something they need then you’ve lost them… and all your hard work has been wasted.

2. Specify your purpose. Why are you writing? Be as specific as possible. A detailed objective will help you choose your marketing strategy and writing style.

3. Choose a tone of voice. Formal, academic-style business writing is old-fashioned. Think about how you talk to your customers in person. Replicate this conversational style in your writing. It’s a balancing act but try to keep it professional yet friendly.

WRITE (deliver the message)
4. Treat customers with respect. There’s nothing worse than getting a letter or brochure that’s confusing, talks down to you or scolds you. Always use language that is appropriate to both the reader and the subject matter.

5. Get rid of jargon. Although the words and phrases of your profession and firm are familiar to you, it’s unlikely that most readers know your industry’s jargon. Language should not be a secret society handshake or a code to decipher. Writing is about communicating a message, not trying to impress readers with big words.

6. Look for the story. As humans, we relate to stories. That’s how we all learn and absorb information. Marketing writing is storytelling. Take the reader from the beginning to the end. Don’t jump all over the place. Imagine them asking you “So, tell me about yourself. What do you do? What can your company do for me?”

7. Have a sense of humour. Don’t you like to laugh? Well, so do your readers. Serious is boring. Zzzzzzzz. Sometimes a little unexpected, but appropriate, humour leaves a great impression. It shows you are a confident and relaxed professional – with the human touch.

EDIT (be the reader)
8. Cut, cut, cut. Most of us tend to overwrite. We use 20 words when five will do. Only use what you need to relay your message. If you’re having trouble removing information just put yourself in the reader’s shoes – what do they absolutely need to know?

9. Review your audience and purpose. When you edit, you are looking through a reader’s eyes. Does your document answer the reader’s universal question “What’s in it for me?” How do the words make them feel about you and your business? Will they feel called to action by your words – will they pick up the phone, email or buy your product?

10. Think visually. Marketing documents are not just words on a page. They should be a roadmap of easily accessible information. Do you have strong subheadings, topic sentences and “signposts” for the reader? Is it as visually appealing as it could be? There’s nothing worse than block after block of text to put readers off. Add engaging photographs, tables, charts, graphs where possible. Beautifully written and structured documents are a gift to your potential customers and existing clients so make them sparkle.

Need a hand pulling your marketing plan together? Call Mags on 087 2070495 or email Margaret@clearink.ie (By the way, this is our call to action so please DO it now.)

Popularity: 100% [?]