Getting Your Words Read - 5 Tips
December 7th, 2006, by Michael StelznerAs writers, we work to be read.
Are your carefully crafted words destined to a life of solitary confinement?
Fortunately, I came across CopyDiva’s blog and found some gold nugget tips on improving the chances your work sees eyeballs.
Here we go:
1. Use the active voice: Write your sentences in the active voice instead of the passive voice. Active engages readers, passive drags down readability.
2. Use simpler language: Perfect example — instead of “utilize,†a 3-syllable word, try “use.†Opt for shorter simpler words wherever you can. Don’t try to impress with your large vocabulary.
3. Vary sentence length: Write the way people talk. Most people speak in phrases that vary in length, especially good public speakers. Write a mix of sentence lengths to keep the tempo lively.
4. Use the language of your audience: Writing for people who have specific technical knowledge? Use terms they understand, but sparingly. Too much jargon bores even the most technically-adept person.
5. Drop the word “solution†from your vocabulary: Unless you sell mixtures of chemicals, think of a better way to describe what it is you sell. This is the most abused word in high-tech marketing, and it’s my personal mission to eradicate that word from all of my client’s content and marketing. Join the good fight and get rid of it in yours too!
This stuff seems so basic, yet even I have to admit I find myself not following this great advice.
How about you? What do you think about these pointers?
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December 7th, 2006 at 11:04 am
I think these are excellent pointers. When you’re trying to communicate something important, the words must never get in the way - they should be almost invisible so that the reader concentrates on what you are saying rather than how you are saying it.
December 7th, 2006 at 11:19 am
Simon -
Great point. But…
That seems to be a real problem for many writers.
Sometimes we need flash cards to remind us. - Mike
December 7th, 2006 at 12:00 pm
Points 1+2 should be continuously stressed. We should put on the reader’s hat and write for them, not us. I think the struggle for many is in being Creative vs. Direct. Although the context of the message will determine the general tone, we can always improve readability by moving supporting/auxiliary statements, reasons, and clauses to sentences of their own. Unless passive voice is employed to depart bad news, it’s best used sparingly.
Point 3 is great, especially for journalistic pieces and effective sales letters
Point 4 - I really like the word Solutions, over other words like Services…because it’s more action-oriented. But I know it’s best used as section titles like web-menus or cover pages. In copy, “Solutions” comes off as vague if there’s no details around.
December 7th, 2006 at 3:29 pm
The pointers are basic and effective. As a fledgling blogger, my message to my readers has to be short and powerful. Writing is one of the greatest challenges and the most rewarding.
December 7th, 2006 at 4:30 pm
Hi Mario - I am with you. I use the word solution a lot. However, maybe it has lost its zeal.
Griffin - I like the fact that your blog is Christ-centered. I am also a believer. What we can learn from Christ is pretty amazing. Even writers can learn much. The Gospel language is so deep and so well written.
Here is an example:
John 3:5-8 (NIV)
Jesus answered, “I tell you the truth, no one can enter the kingdom of God unless he is born of water and the Spirit.
Flesh gives birth to flesh, but the Spirit gives birth to spirit.
You should not be surprised at my saying, ‘You must be born again.’
The wind blows wherever it pleases. You hear its sound, but you cannot tell where it comes from or where it is going. So it is with everyone born of the Spirit.”
Some of my readers may not hold this as truth, however, much can be learned from the writing style used in Scripture.
Mike
December 8th, 2006 at 2:29 am
Praise God…thanks so much for the compliment! Please don’t be a stranger to our blog.
December 8th, 2006 at 10:12 am
Interesting how we all have our pet peeve words. I agree “solution” can be vauge unless placed in proper context.
For me, there are a number of words I consider “too corporate” and therefore worth avoiding if for no other reason than they de-personalize the bond we’re trying to make with the reader:
* enterprise (as an adjective - does it implicitly leave out large public sector and non-profit organizations?)
* leverage (as a verb and not in the context finance)
* scale (as a verb and not in the context of mountain-climbing)
* integrated (great catch-all which conceals more than it reveals if not referring to integrated circuits or integrated schools)
December 8th, 2006 at 10:54 am
Oh I just have to jump in about the word “Solutions.”
I too have been an abuser of that word, but I have noticed recently how it gets bandied about as an empty buzzword. When the word “solutions” is used, it means absolutely nothing unless a specific problem (the one being solved) is also mentioned.
Michael, I just wonder sometimes if we are tuned into the same wavelength. I wrote a post about the use of “solutions” as a buzzword last week in “Solutions” is Not Just a Buzzword. (Perhaps this will help you forgive me for mispelling your name on my blogroll).
I try to remind myself that a specific solution to a specific problem is also known as a benefit. And benefits, properly described, are the tools of our trade.
Charles Brown
December 8th, 2006 at 11:10 am
I have to disagree with Eric on marking those particular words on a writers’ black list. I use them frequently because those are examples of words that make a connection with business executives who are reading white papers.
For example, the term “enterprise business” is the term that is used to refer to large business. You could use the term “large business”, but you will not be connecting with a CIO as significantly as you would with the term enterprise. Enterprise means something very specific to them.
Just because a term may be used frequently doesn’t mean that it’s no longer applicable. The business sector isn’t like like Hollywood, where terms are changed frequently just for the sake of being “cool”.
December 8th, 2006 at 11:15 am
Hey Guys;
Personally, I like the word leverage Eric. I use it all the time. I think is gets a point across well. For example, “Leverages existing knowledge to …”
I also have to agree with Jonathan that enterprise does mean something specific in the tech. space.
I also think, as Charles has noted, that the word solution makes sense only in context of a problem. For example:
Problem: I am easily distracted.
Solution: Stop surfing the web!
December 8th, 2006 at 11:17 am
By the way folks - When you reply to these posts that have other folks on it, does my server return a “Internal Server Error” or something like that? - Mike
December 8th, 2006 at 11:22 am
Yes Mike, that error message happens to me. I have to move off your site and revisit it in order to see the post.
December 8th, 2006 at 12:58 pm
[apologies if this results in a duplicate post…]
Perhaps, I should have better qualified my post. This follow-up may seem like it’s splitting hairs, still, I promise, this is going somewhere good
I never said any of these words should be blacklisted. What I did say is “avoided if possible if for no other reason than.”
There is a difference. Blacklist means “don’t use at all - ever.”
“Avoid if possible if for no other reason than” doesn’t mean discontinue the use of such words 100%. “If for no other reason” implies there are other reasons too as mentioned below [to avoid using them if possible].
The complete phrase does mean “choose better alternatives whenever feasible.”
If any alternative for these words comes across awkwardly, then stick with your original choice.
OTOH, if a viable, less heavily used word or phrase avails itself at no degradation to your intended meaning, my thinking is, “go with it.”
Why?
The reason I’m about to give may not apply 100% of the time so, this is not meant to be taken as dogma, just food for thought…
The more over-used words we read, the more we zone out and other life issues rush in to fill the void like, “What’s for dinner, tonight?” or “Can’t wait for that hot date” or “Did I leave the coffee machine on?”
December 8th, 2006 at 10:19 pm
Hey All;
I was on the phone with a client today that wanted to call his solution “Network Infrastructure Management.” I talked him out of it. Too many overused words.
Mike