The English language is fascinating, and even more so is what goes on inside our creative minds. Put the two together, and it’s not an instant recipe for clear communication. Whether you’re simply writing an email or not-so-simply crafting language for your brochure or website, every word counts. And they must be put together so there’s a natural flow.
True communication is an art that is constantly in motion. You have a blank canvas in front of you. Let your intuition run free as you envision the painting you’re about to create – even before you pick up that brush or choose the first color.
Now, with brush in hand, consider these Communication “C” rules. I use them every time I paint a stroke.
Compelling – Use colorful, vivid and action-based words that allow the reader to “feel” the message. Don’t hesitate to use a Thesaurus. For example, whenever you write the verb “is,” change it to an action verb. And, if selling/marketing is the motive, expound on the benefits and value of the product or service, not just the service or product alone.
Concise – People don’t read through long messages or six-fold brochures any more. To keep the word count down, make sure your message isn’t muddled with details or side thoughts. And a part of your editing process should be to go over your text and remove whatever words you can yet still get your message across. KISS – Keep it Simple and Savvy.
Creative – Think outside the box. Allow your brain to go in several directions before your write, and pick the path that most clearly connects your message with your reader. Then, allow it to flow (but not overflow). Make your lead line surprising – maybe even ask a question. Capture the reader’s attention right from the get-go.
Clean – When your draft comes close to being a finished product, go over every word, every punctuation mark and every paragraph break to ensure accuracy. No one likes to “reed” mistakes. You, too, can be the one who mispells misspell. And, if you’re like me, take out most of the exclamation points. (!!!) After all, I dutifully earned the nickname “Jan (!) Hovey.”
Connect – The key point is to CONNECT with your reader. Write to the one person, not to the whole. When you reach your final draft, read it as if you were looking at it for the first time, ensuring you’re reaching the true connect point with your reader. Clarity. Clarity. Clarity.
So, did I make myself clear?
Have a glorious day. That is, unless you have other plans…