If I could recommend one good habit for anyone who does any kind of writing, it would be this: keep a swipe file.
Early in my career I worked for a regional publication. My first day on the job, I could barely contain my giddiness at actually being paid to sit and read their magazine. Oh, how I loved that job!
One of the best takeaways from my publishing experience was the concept of a swipe file. A swipe file is simply your own file of good writing and creative examples: tearsheets, quotes, headlines, photos, direct mail pieces … pretty much anything that will inspire you.
My own swipe file includes Kelly Benham’s rooster story, a sweepstakes entry from Mary Kay, a well-crafted profile piece of the Barefoot Contessa and a kick-ass autoresponder from an obscure e-commerce site.
Start your own file right now — either physical or electronic (I use both) — and then add to it over time, making sure to weed out things that are dated or no longer to your liking.
Keeping and using a swipe file is a good way to overcome writer’s block and inspire a creative breakthrough. Sometimes reading a well-crafted sentence or seeing a sample of what you’re working toward is enough to get those creative juices flowing. And who doesn’t need that from time to time?
1 CommentEmail is about much more than open and click-through rates; it’s the way we do business.
My guest blogger, Mike McKay, first described these strategies and examples for communicating clearly and effectively through email two years ago today. His well-appointed advice still applies to everyone who sends even one email a year. Read on for some great advice from this accomplished tech writer.
BACKGROUND:
Email is one of the most common forms of communication today, but is often ineffectual because of poor structure. It doesn’t matter if all of the information the audience needs is in there if it isn’t presented well. Some people get hundreds of emails every day, and need to be able to read, understand and get the information they require in a matter of seconds.
EXAMPLE 1:
Look at the poorly “designed” fictional email below. Hidden in the middle of the paragraph is “important information you need to know.” Sometimes the vital information is in the third or fourth paragraph of large, uninterrupted blocks of text.
Dear Reader,
Road construction near our East New York office location will continue through September or October, depending on the weather conditions. Fifth Street is closed between Central and Overview. North Blvd will be restricted to one lane of travel in each direction for road resurfacing. The South parking lot will be closed until the Fifth street construction is completed. Employees should consider using the West New York office for meetings, due to the increased traffic near the East office location. Please observe the new traffic patterns and signs, and drive carefully in the construction areas. Adjust your schedules to accommodate the expected increased commute time.
Warmest Regards,
Someone Who Should Know Better
HOW TO FIX IT:
Use the strategies below to improve your email communication skills.
Grouping – Put similar types of information together in a paragraph. Types of information could include: Background, Introduction, Action Required, New Policy, How To, What To, Where To, Who To and Important Information About.
Portion – Put information into small, manageable paragraphs. Large blocks of unbroken text turn off readers. Subdivide any large group of information. For example, the block of “How To” information in this section has been subdivided into four sub-groups; Grouping, Portion, Priority and Labels.
Priority – Put the important information up front. Highlight it, capitalize it, underline it, italicize it or make it bold if it can’t be in the first sentence. State the essence of the email right in the subject line. For example, “Subject: Important Notice – Meeting Location Changed.”
Labels – Label your paragraphs when communicating to a group with differing informational needs. For example, your audience in California may not need to know about road closures affecting the New York location. Labels offer readers cafeteria-style access to information. Labels are optional, depending on your audience. As always, consider your audience when communicating through email.
EXAMPLE 2:
Here’s the email from the first example, reworked using the strategies described above.
Subject: Important Notice – Parking and Meeting Changes for New York Offices
PURPOSE: This email describes the temporary changes to parking and meetings at the New York offices due to road construction.
CHANGES TO NY MEETINGS: Use the West NY office location for all meetings until further notice.
EAST NY OFFICE PARKING: Personnel at the East NY office must use the North parking lot until further notice. The South parking lot is closed until road construction on Fifth Street is complete.
WHAT TO EXPECT: Commute times will be longer. New traffic patterns and signs will be in place. Adjust your schedule accordingly, and drive carefully.
DURATION OF THESE CHANGES: Road construction affecting the East NY office is expected to be complete in September or October, depending on weather conditions.
ROAD CONSTRUCTION DETAILS: Fifth Street is closed between Central and Overview. North Blvd will be restricted to one lane of travel in each direction for road resurfacing.
Warmest Regards,
Effective Emailer
WANT TO LEARN MORE? Take a technical writing course. Look for offerings from your local college or take a web-based class. The Information Mapping folks have an online course specifically designed for email communications.
Mike McKay is an engineer, tech writer and instructor for a telecom gear maker. Send Mike an (effective, well designed) email at: cliomichmike@gmail.com.
No CommentsI consider it my job to help my clients understand their audience. I like to challenge them with thought provokers that I hope will forever change the way they communicate — or even think about communicating — with their audience.
Here’s the question I ask and the one I hope you’ll start asking yourself or your corporate writers:
“Is this what you want to say or is this what your audience wants to hear?”
Remember, it’s not their job to hear you, it’s your job to reach and connect with them.
3 CommentsWe went to my husband’s family reunion over the weekend and had a wonderful time. We spent nearly every waking minute laughing, joking and telling stories.
I love my husband’s family and look forward to our annual get-together.
But as wonderful as they are, my husband’s family is famous for miscommunication.
Much of the past weekend was spent sorting out a long-standing feud between an uncle and his former son-in-law and grandchildren.
The details are boring and irrelevant here, but I did observe some fundamental communication mistakes I see people make in both life and business.
And although the two central parties did not reconcile their differences in the least, there was definitely some bridge building that went on between the former in-law and the rest of us – thanks to a willingness to be open to hearing the other side and to let love and forgiveness reign.
Perhaps that is the greatest communication lesson of all.
No CommentsI recently had gastric bypass weight loss surgery. No kidding. I’m on a quest to lose over 100 pounds and remedy some potentially serious health problems.
As part of my new post-op lifestyle, I choose to eat a high-protein, low-carb, no-sugar diet. And to do that, I use whey protein powder and bariatric protein supplements.
I recently ordered some vanilla whey protein powder and was not only surprised to receive it within 2 days, but I also received a personalized email follow up exactly one week after my order.
The email confirmed that I’d made a smart choice (nice!) and offered both a helpful hint and a link to an article to help me get the best results (value add). This is one for my swipe file. Why?
Because the email was:
And, better yet, I’ve not been bombarded since with emails I didn’t opt into. A simple follow-up email based on your customer’s interaction with you will go a long way toward building relationship and loyalty. You can bet I’ll shop there again.
No Comments