The more abstract the concept, the more we seem to crave the tangible. So, serpents, forbidden fruit and other such symbols help us wrap our brains around the notions of sin, obedience to the divine and the like.
This applies to a lot of business writing. Especially the kind I often do, the kind dealing with intangibles such as quality, client satisfaction, professionalism, and trust. (more…)
When people ask me how to write a press release, I invite them to read a newspaper. Here’s an excellent explanation of why, found in the Sept. 6, 2009, The New York Times:
…[A] great newspaper will teach you how to write: most articles are models of clarity and substance — with no academic jargon! Pay attention to the writer’s vocabulary, see how many active verbs are used, file away striking new words for future use. Study how articles are structured — how the first paragraph tells the reader simply and clearly the subject and main points. Take a look at the last paragraph; it will often show you how to conclude an essay with a pithy phrase or a telling quotation.
Here’s the article, contributed by James MacGregor Burns, a professor emeritus at Williams College. (more…)
There’s a record store in my hometown. It’s known far and wide as one the best of a dying breed. Keyword = Dying.
It’s been in the news recently. A loyal, worldwide following and other assets are apparently not getting the job done, and the owner has announced he might close unless thousands of CD buyers somehow appear — quickly.
I was reminded of his troubles this morning. I was reading a story about a law school professor who’s been tracking postal data for 21 of the most prestigious law school reviews between 1979 and 2009.
His findings? Paid subscriptions to top-tier law reviews have dropped sharply. Harvard’s, for example, have fallen 77 percent. (more…)
COMISSARY
Barton and Geisler sit eating in a semicircular booth. Geisler speaks through a mouthful of food:
GEISLER
Don’t worry about it. It’s just a B picture. I bring it in on budget, they’ll book it without even screening it. Life is too short.
BARTON
But Lipnik said he wanted to look at the script, see something by the end of the week.
GEISLER
Sure he did. And he forgot about it before your ass left his sofa.
BARTON
Okay. I’m just having trouble getting started. It’s funny. I’m blocked up. I feel like I need some kind of indication of…what’s expected –
GEISLER
Wallace Beery. Wrestling picture. What do you need? A road map?
Geisler chews on his cottage cheese and stares at Barton.
…Look, you’re confused? You need guidance? Talk to another writer.
BARTON
Who?
Geisler rises and throws his napkin onto his plate.
GEISLER
Jesus, throw a rock in here, you’ll hit one. And do me a favor, Fink: Throw it hard.
There are a lot of business development advisors who’ll tell you not to touch an RFP with a 10-foot rusty pole.
The legendary David Maister was such an expert. He’d say something along the lines of “Why put your limited time and other precious resources into something so imponderable while there are perfectly good existing clients on whom to lavish your attention?”
I agree, to a point. As much as I’d like to, I can’t spend every waking hour on clients. I choose to read, think, play, eat, swim, rest, socialize and do other non-client things. (more…)
I’m a big fan of consistency. And its cousin, repetition.
These qualities make a lot sense…most of the time. Such as getting in the habit of flossing my teeth. Or, putting together an effective ad campaign. Or, getting my Sunday New York Times delivered every Sunday.
I want some things the same way pretty much every time I want them.
Except when I write. Or communicate. That’s when a little variety every once in a while can help. (more…)
I almost always cringe when I find a typo or grammar error…particularly in my own work. I’ll beat up on myself for a few minutes and then usually rationalize my way into a low-grade, to-err-is-human sense of irritated acceptance.
Part of my cringe is for my clients. They hate typos, too. That’s because I believe they know or fear that their customers hate (or find delight) in typos and will judge my typo-ed client as somehow deficient.
In other words, mine is a trickle-down, perfectionist cringe. (more…)
I wish there were some kind of predictive index for writers. Something that might answer a client’s recent question.
He asked me, “Are all of these going to be this hard?”
My client (an attorney) was referring the nugget he had just handed off to me to edit. He and I are working on a practical legal issues guide for his business clients, comprising about 50 short do’s and don’ts.
Shankar Vedantam, a science writer for the Washington Post, might reply, “no.” He might say that however we feel about a project at any particular moment is not a very reliable predictor for how we’ll always feel about it. (more…)
