The Second Habit of Highly Effective Communicators

effective communication May 26th, 2009

Here’s another installment in my continuing my series on the 7 Habits of Highly Effective Communicators.

HABIT 2: BEGIN WITH THE END IN MIND
Know what you want to say and what point you’re trying to make before you communicate it. Begin with the End in Mind means to make a conscious effort to visualize what you’re trying to communicate and how you’d like it to be received. It means spending time collecting your thoughts before communicating and envisioning the gist of your message.

How to incorporate it:
One of the best ways to do this is to create what I call “one sentence to clarity.” It means stepping back, either literally or figuratively, from the words to create a single-topic sentence that quickly, clearly and succinctly explains what you’re trying to communicate. Create a headline, if you will, that will help you keep your message and thoughts on track and, consequently, make it easier for your listener or reader to understand. For example, my one sentence to clarity for this blog post might be: “Give my readers practical steps for better communication based on Stephen Covey’s Seven Habits book.”

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3 Ways to Become a Better Writer

shortcuts, writing March 4th, 2009

“I wish I were a better writer.”

That’s a refrain I hear all the time. Fact is, anyone can become a better writer. Now that doesn’t mean you’ll become a great novelist, award-winning author or sought-after copywriter. It does mean, however, that you can improve your skill level.

Like anything, becoming a better writer takes practice. So the first way to become a better writer is to write. Then write some more. Write, write, write, write, write.

World-famous author Ray Bradbury confesses that his first attempts at storytelling were atrocious. He says it took him from the age of 12 to 22 – ten full years — to begin developing his talent.

I’ve seen this in my own writing. My first published article in a regional magazine was mostly the work of my editor. But over time, I’ve developed my skill so that my editors don’t have to touch my copy much, if at all.

#1: The more you write the better you’ll write.

The second way to become a better writer is to read other writers. If you’re a copywriter, study the work of other copywriters you admire. If you’re itching to write a mystery, study the work of great mystery writers. Same with magazine articles, novels, children’s books, short stories, non-fiction, etc.

One of my favorite books is New York Times columnist Dan Barry’s, Pull Me Up: A Memoir. In it, Barry tells the story of his life and childhood while quietly telling the story of my own with beautifully crafted sentences and haunting word visuals. We are strangers. Our lives are not the same. And yet his words tell my story. That’s the power of brilliant and masterful writing and soaking it into the marrow of your bones I promise will make you a better writer. (But not without practice!)
 
#2: Read and study great work.

The third way to improve your writing skill is to practice writing like those you admire — both literally and figuratively. Start by writing someone else’s work in long hand. (No computers, please!) Do it again and again until you get a flow and a rhythm and a pace. Feel the writing. Then move into crafting your version of the same work. How would you rewrite the paragraph? What words might you choose for a headline?

Remember, these are exercises to help build your skill; not teach you how to plagiarize. Take note of another writer’s word choice, length of sentence and whether the adjectives are present or absent. Don’t worry about taking on someone else’s “voice.” Your voice will come over time and in time.

#3: Emulate great work.

Certainly, there are more ways to improve your writing skills, but start with these and be committed about doing them. You will see a difference in the pace, speed and clarity of your writing.

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3 Rules to Transform Calamitous Copy into Tantalizing Text

content, effective communication, web copy, writing February 17th, 2009

On the TLC television show, “What Not to Wear” (WNTW), fashion experts Stacey London and Clinton Kelly employ style rules to make over real-life fashion disasters.

The dynamic duo teaches an unwitting fashion victim how to express his or her personal style with clothes and accessories that flatter their shape and size. Of course, London and Kelly help ensure that the style rules are followed precisely and the resulting makeover is always a rousing success.

Style rules also have their place in revamping something else — copy that’s lacking substance and style.

So here are my “3 Rules to Transform Calamitous Copy into Tantalizing Text.”

  1. Leverage your assets. The participants on WNTW are consistently told to focus on their most pleasing feature, such as their small rib cage, tiny waist or deep-brown eyes. And so it is with copy. Lead with the strongest content, whether it’s a claim, guarantee, benefit, headline or descriptor. Then let it stand. On its own. Without unnecessary adornment or clutter to detract.
  2. Minimize your flaws. WNTW is known for downplaying the, ahem, the big, the wide, the unflattering, the overt and the obvious. Calling attention to weaknesses is a mistake in copy as well and is most evident in rambling copy that says little to nothing. Instead, copy should be clear, concise, specific and benefit driven.
  3. Be true to your personality. Although WNTW often issues near-identical style rules, the outcome for each participant is always unique. That’s because London and Kelly coax the individual’s personality out little by little until it becomes integrated with the participant’s newly embraced fashion dos. Copy, too, can — and should — have personality. Choosing words that differentiate, injecting voice and tone, and making the copy very personal to both you and your audience make the copy more interesting to read, more persuasive and ultimately more impactful.

Agree? Disagree? Have your own tried-and-true style rule? Please share your comments.

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Why I hate ‘Black Friday’

effective communication, marketing, miscellaneous November 24th, 2008

It’s not the shopping I dislike — though you’ll likely not find me out the day after Thanksgiving with the crowds.

No. It’s the term.

Black Friday. Aargh.

Though the origin of the name makes sense, it’s not very customer-centric. It’s exactly the opposite of customer-centric and a perfect example of the worst kind of communication — inside-out communication.

Certainly being in the black is good news for retailers and for our economy but honestly, the term ”Black Friday” has no relevancy to the shopper.

I’m still scratching my head over how it became popularlized. I suppose it’s because we live in a sound-bite age and it was easy for the media to latch onto it.

Still, I don’t like it. I may be the only one but I’m taking a stand.

No more Black Friday, I say.

From now on, I’m calling it something totally relevant and appropriate: The Day After Thanksgiving.

P.S. Happy Thanksgiving.

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