When was the last time you read an blog that was flat, uninteresting and not even relevant to your needs?
If you're like most people, probably yesterday, today, and no doubt there will be another one tomorrow ~ until you decide to unsubscribe.
That's the problem. Most smart businesses publish a regular blog, and sadly so do many wannabes. The difference is in the content and the way it is presented.
Recently, we discussed the first secret to writing blogs that get read. That is to think of the reader first.
There is now so much competition out there that for blogs to survive and thrive, they need to address issues of interest to the reader, rather than continually promote the publisher's products and services.
But it's not enough to simply think of your reader, you need to write as if you are addressing each reader personally. Consider these four steps to writing personally:
1. Write for an audience of one
We all know that the best way to communicate with someone is on a one-to-one basis. And that's the way you should write your blog. Picture in your mind your "typical reader" and write just for that person.
Your blog may be distributed to 10, 100 or several thousand subscribers, but you will have the greatest impact on them personally, if you write personally.
2. Be personal
Many autoresponding systems, like GetResponse.com which I use, allow you to also include the first name of the person in your communications. Like all tools, $firstname, this should not be overused. You may wish to address your reader personally a couple of times in each blog.
3. Be respectful
Remember, your blog may be competing with a dozen others on any one day, so be respectful of your reader's time. Write short, sharp and insightful articles that address your reader's needs. That's not to say you cannot include product promotions. Just make sure your ads are written in a customer-focused manner ~ you'll find your readers won't mind and your sales will reflect it.
4. Keep Spam in the can
A final point on respecting your reader. Never, ever spam readers. That means never send unsolicited communications those who have not subscribed or requested it. In some parts of the world this is against the law. But in all parts of the cyberworld, this is frowned upon, and it's a sure way to lose respect and business.
Writing for an audience of one is not just a powerful way to be read, it's also a great way to write. When you focus on your 'ideal reader', you'll find the words flow easier, your message is clearer and the impact . . . well, just ask your readers ~ every one of them ~ they'll tell you how they feel.
Monday, November 3, 2008
It's Never Too Late to become a New You
"I haven't got the time" . . . "I haven't got the ability". . . "I'm too old".
Think about the excuses you use in your life. Then think about what you're missing in your life.
Consider what you could do, if you were more creative with making things happen rather than finding excuses for not achieving your life's dream.
I thought about this just yesterday.
My day started like most others. A flurry of activity, with one eye on a deadline and another eye on the ringing phone.No matter how busy you are, there's always time for procrastination, if you allow for it, right?
Well, yesterday of all days, I didn't have the time to waste. I had to finish a piece of writing I promised to a client, and I had to plan several other activities that were also pending. The last thing I should have been doing was going through an archive of work I had laid to rest six years earlier. But that's where my mouse wandered and that's what I found myself reading when I should have been writing.
It was an old novel I had started in haste and never finished. It had been on my mind a lot lately, having spoken about it to a friend recently. I knew I had to write this book. It was one of those works that was dear to my heart. But I had used the same excuses for the past six years. "I haven't got the time". It's well used but still works for most of people.
Sure, there are more "important" priorities in my working life. I have two offline businesses to run as well as two Web sites to maintain. Sure, I enjoy working on all of them, but there's not the same passion I have for my book. It's aching to be born into the world.
And that's what I have decided to do. Give it life.
It's not going to be easy, but it is going to happen, simply by scheduling time for it, like I would any other regular activity.
I have a few major projects to undertake and complete, but I now have planned to begin work on the book at a specific time later this year. And it will happen. It's in the diary ~ in pen, not pencil ~ so there's no turning back.
There's an interesting thing that happens every time I draw a line in the sand and commit myself. I find that after the initial struggle, life somehow gets easier for me. I find that the more time I think about my goal, the more things just fall into place.
In my case, I have discovered a lot of 'coincidences' relating to my novel. Mine is a political thriller set in recent history. And interestingly there have been a number of media reports lately that have given me fresh ideas and information. And also there's a new rash of movies and books which address recent events. While they may not relate to my era in history, they do give me inspiration on how I can blend fact with fiction.
It's 'funny' how these things just pop up now, isn't it?
Well, not really.
It's all a matter of awareness. Now that I am thinking about the book, it is as though I have raised an antenna and I am now tuned into ideas and opportunities relating to my new project.
Likewise, I am finding that I am now attracting people into my life who can add value to my project ~ researchers, journalists and new writer friends who are nudging me in the right direction.
You can do the same thing with your dream.
Once you have established a goal, thinking about it will keep it top of mind throughout the day, and that will enable your conscious mind to raise your attenna while working out ways of helping you achieve your goal.
But the best results come when you work with both of your minds. When you visualize your goal every night before going to sleep, your subconscious mind will work overtime, helping find solutions for you.
There's an old French axiom ~ "Night brings counsel" ~ and it's true for writers too.
Enlightened writers will tell you that 'sleeping on it' can produce incredible results. Your subconscious is a veritable well of information, inspiration and motivation ~ and all of this can be used to help you achieve your goal.
But, like everything, the first step must come from you. Take the leap today. Commit yourself to something you want to do, rather than something you have to do.
You'll find the moment you are truly serious about it, your life will change. If you are half-hearted about your goal, you'll get half-hearted results from life.
Forget the excuses, ignore the muse and set your dreams in motion.
You'll never be the same.
Think about the excuses you use in your life. Then think about what you're missing in your life.
Consider what you could do, if you were more creative with making things happen rather than finding excuses for not achieving your life's dream.
I thought about this just yesterday.
My day started like most others. A flurry of activity, with one eye on a deadline and another eye on the ringing phone.No matter how busy you are, there's always time for procrastination, if you allow for it, right?
Well, yesterday of all days, I didn't have the time to waste. I had to finish a piece of writing I promised to a client, and I had to plan several other activities that were also pending. The last thing I should have been doing was going through an archive of work I had laid to rest six years earlier. But that's where my mouse wandered and that's what I found myself reading when I should have been writing.
It was an old novel I had started in haste and never finished. It had been on my mind a lot lately, having spoken about it to a friend recently. I knew I had to write this book. It was one of those works that was dear to my heart. But I had used the same excuses for the past six years. "I haven't got the time". It's well used but still works for most of people.
Sure, there are more "important" priorities in my working life. I have two offline businesses to run as well as two Web sites to maintain. Sure, I enjoy working on all of them, but there's not the same passion I have for my book. It's aching to be born into the world.
And that's what I have decided to do. Give it life.
It's not going to be easy, but it is going to happen, simply by scheduling time for it, like I would any other regular activity.
I have a few major projects to undertake and complete, but I now have planned to begin work on the book at a specific time later this year. And it will happen. It's in the diary ~ in pen, not pencil ~ so there's no turning back.
There's an interesting thing that happens every time I draw a line in the sand and commit myself. I find that after the initial struggle, life somehow gets easier for me. I find that the more time I think about my goal, the more things just fall into place.
In my case, I have discovered a lot of 'coincidences' relating to my novel. Mine is a political thriller set in recent history. And interestingly there have been a number of media reports lately that have given me fresh ideas and information. And also there's a new rash of movies and books which address recent events. While they may not relate to my era in history, they do give me inspiration on how I can blend fact with fiction.
It's 'funny' how these things just pop up now, isn't it?
Well, not really.
It's all a matter of awareness. Now that I am thinking about the book, it is as though I have raised an antenna and I am now tuned into ideas and opportunities relating to my new project.
Likewise, I am finding that I am now attracting people into my life who can add value to my project ~ researchers, journalists and new writer friends who are nudging me in the right direction.
You can do the same thing with your dream.
Once you have established a goal, thinking about it will keep it top of mind throughout the day, and that will enable your conscious mind to raise your attenna while working out ways of helping you achieve your goal.
But the best results come when you work with both of your minds. When you visualize your goal every night before going to sleep, your subconscious mind will work overtime, helping find solutions for you.
There's an old French axiom ~ "Night brings counsel" ~ and it's true for writers too.
Enlightened writers will tell you that 'sleeping on it' can produce incredible results. Your subconscious is a veritable well of information, inspiration and motivation ~ and all of this can be used to help you achieve your goal.
But, like everything, the first step must come from you. Take the leap today. Commit yourself to something you want to do, rather than something you have to do.
You'll find the moment you are truly serious about it, your life will change. If you are half-hearted about your goal, you'll get half-hearted results from life.
Forget the excuses, ignore the muse and set your dreams in motion.
You'll never be the same.
Mastering the Art of Writing PR
Here's three ways you can ensure your PR words will get noticed and printed.
What makes good PR copy?
For most practitioners, good copy means getting the corporate message across effectively and promoting products and services in the best way possible.
For journalists and editors ~ the publicity gatekeepers ~ good PR copy is good news copy.
And for enterprising writers with PR clients, good copy means promoting your clients in a newsworthy fashion. It must be news to make the news. If it's 'fluff' it will be trashed. Pure and simple.
Here's three ways you can ensure your PR words will get noticed and printed:
1. Think like a reporter
As a PR writer, you need to wear two hats – as journalist delivering a strong news-worthy story and as PR/marketing consultant ensuring your client gains good publicity and value for money.
The key is wearing both hats simultaneously, so that you can please both audiences – the journalist and your client. And, that’s why a large proportion of media releases fail, because the PR writer has failed to cater to both audiences.
You must understand that a busy journalist on a daily newspaper may receive anything from 20 to 50 releases a day. They haven’t got all day to read them, so you have to attract their interest with your headline or lead, otherwise your release will be filed in the trash. It’s also important to remember that any journalist who has been in the business more than a few months has become jaded by teaser campaigns, cagey copy, flattery, bribery or any other tricks you or your client can think up.
The best ~ no ~ the only technique that will work with a journalist worth their salt is to deliver clean, clear, straight copy. Anything else and you are wasting your time, their time and your client’s money.
2. Write like a journalist
Adopt the 'inverted pyramid' style of writing. This style essentially presents information in order of importance. It has a dual purpose of instantly capturing the reader’s attention and enabling the editor to cut the story from the bottom-up to suit space requirements.
When writing stories for the media, ensure your introductory sentence – or lead – summarizes the major points. All of the 'who, what, when, where and how' of the story should be contained within the first two or three sentences of your release.
To get a better idea, read the first few sentences of stories in your newspaper. You’ll discover that you know all of the essential information. The following paragraphs merely build on the framework.
As you are fleshing out the body of the story, add relevant quotations. Quotes contain active language and, because they are people-oriented, we are drawn to them. They also add an extra layer of credibility to whomever is being quoted.
3. Use your PR license to sell
One of the distinctions between journalism and PR copy is a little thing called ‘license’. Your goal is to satisfy three audiences: your client, since they’re paying your bills; the journalist, since they’re the gatekeeper to publication; and their readers, since they’re everyone’s reason for living.
To achieve this, you may need to add some PR license to the stories you are writing.
If, for example, your client gives you a one-line brief regarding a new widget being released. And your task is to gather information from the product manager and quote the CEO (this is not unusual), then you can have some license with the quotes.
Conversely, if you have interviewed a client’s customer and some of the quotes are a little uninspiring, you can apply some license in enhancing words, as long as they remain true to the spirit of the interview and that you gain formal approval from the customer.
In fact, every PR story, brochure or project you undertake should be formally approved by all relevant parties before it is syndicated to the media or sent off to the printers.
That means sending off the finished draft and including an approval form, so that corrections can be made and the form signed. This will not only ensure quality but it will also protect you from any legal issues, if you have misquoted someone.
PR has gained a bad rap from journalists over the years. The mean reason is that some PR practitioners forget the first rule of marketing. Know your target audience. And, when it comes to PR, your audience is more than the readership of the publications ~ it's also the gatekeepers of that publication.
If you can learn to satisfy the needs of journalists and editors, you will find your PR releases making news and companies making inroads for your office.
What makes good PR copy?
For most practitioners, good copy means getting the corporate message across effectively and promoting products and services in the best way possible.
For journalists and editors ~ the publicity gatekeepers ~ good PR copy is good news copy.
And for enterprising writers with PR clients, good copy means promoting your clients in a newsworthy fashion. It must be news to make the news. If it's 'fluff' it will be trashed. Pure and simple.
Here's three ways you can ensure your PR words will get noticed and printed:
1. Think like a reporter
As a PR writer, you need to wear two hats – as journalist delivering a strong news-worthy story and as PR/marketing consultant ensuring your client gains good publicity and value for money.
The key is wearing both hats simultaneously, so that you can please both audiences – the journalist and your client. And, that’s why a large proportion of media releases fail, because the PR writer has failed to cater to both audiences.
You must understand that a busy journalist on a daily newspaper may receive anything from 20 to 50 releases a day. They haven’t got all day to read them, so you have to attract their interest with your headline or lead, otherwise your release will be filed in the trash. It’s also important to remember that any journalist who has been in the business more than a few months has become jaded by teaser campaigns, cagey copy, flattery, bribery or any other tricks you or your client can think up.
The best ~ no ~ the only technique that will work with a journalist worth their salt is to deliver clean, clear, straight copy. Anything else and you are wasting your time, their time and your client’s money.
2. Write like a journalist
Adopt the 'inverted pyramid' style of writing. This style essentially presents information in order of importance. It has a dual purpose of instantly capturing the reader’s attention and enabling the editor to cut the story from the bottom-up to suit space requirements.
When writing stories for the media, ensure your introductory sentence – or lead – summarizes the major points. All of the 'who, what, when, where and how' of the story should be contained within the first two or three sentences of your release.
To get a better idea, read the first few sentences of stories in your newspaper. You’ll discover that you know all of the essential information. The following paragraphs merely build on the framework.
As you are fleshing out the body of the story, add relevant quotations. Quotes contain active language and, because they are people-oriented, we are drawn to them. They also add an extra layer of credibility to whomever is being quoted.
3. Use your PR license to sell
One of the distinctions between journalism and PR copy is a little thing called ‘license’. Your goal is to satisfy three audiences: your client, since they’re paying your bills; the journalist, since they’re the gatekeeper to publication; and their readers, since they’re everyone’s reason for living.
To achieve this, you may need to add some PR license to the stories you are writing.
If, for example, your client gives you a one-line brief regarding a new widget being released. And your task is to gather information from the product manager and quote the CEO (this is not unusual), then you can have some license with the quotes.
Conversely, if you have interviewed a client’s customer and some of the quotes are a little uninspiring, you can apply some license in enhancing words, as long as they remain true to the spirit of the interview and that you gain formal approval from the customer.
In fact, every PR story, brochure or project you undertake should be formally approved by all relevant parties before it is syndicated to the media or sent off to the printers.
That means sending off the finished draft and including an approval form, so that corrections can be made and the form signed. This will not only ensure quality but it will also protect you from any legal issues, if you have misquoted someone.
PR has gained a bad rap from journalists over the years. The mean reason is that some PR practitioners forget the first rule of marketing. Know your target audience. And, when it comes to PR, your audience is more than the readership of the publications ~ it's also the gatekeepers of that publication.
If you can learn to satisfy the needs of journalists and editors, you will find your PR releases making news and companies making inroads for your office.
Six Ways To Make Your Web Copy Click
Writing for the Web can be both an exciting and lucrative art form, but it is just that. There is a certain art to writing successful online communications, and that's evidenced by the fact that only five per cent of Web sites are considered successful.
Here's six things you can do to ensure your Web words are read.
1. Clear and simple copy
Adopt an inviting, informal writing style. Even though people go online to gather information, they still view the Internet as a form of entertainment. Make sure your writing style engenders confidence, friendliness and trust.
2. Keep it short
People don’t like reading long, scrolling text on screen. Write tight and punchy copy. Get your point across fast, keeping pages to two screen lengths or less. While this may mean more pages (you can provide hypertext links to related topics or more pages in an article), it will reduce the need to scroll.
3. A touch of humor
Humor can be an effective tool for maintaining a reader’s interest, but it should be used sparingly and appropriately. Your brand of wit will not amuse every reader.
Remember, Web visitors are an unknown quantity. Your site may attract people from all over the world, from different cultural and educational backgrounds as well as different age groups. So when in doubt, play it straight.
4. Information that's readable and scanable
Speed is the name of the game online.
People want information fast, otherwise they'll click somewhere else. Employ elements to enhance your content's usability, such as headings, pull quotes, bullet points, highlighted text (bold or a different color). Use elements sparingly for effect.
5. A 'newsy' style
The 'inverted pyramid' style of writing, adopted by journalists, also suits the Web.
Write as if you only have a few minutes to make a point (with some visitors, that's all you've got anyway). Present all of the facts and conclusions in the first few paragraphs. Then, once you have your reader's attention, you can flesh out the piece with more details and background.
6. Links to more info
The advantage of the Web is that you can insert links from one article or Web site to another. So, readers have the choice of reading one article or several, simply by clicking on hypertext. This is also beneficial for the business behind the Web site.
Links also give your client the ability to easily guide visitors to further product information or sales.
As you can see, there's a lot to consider when writing for the Web ~ and we've just touched the surface here ~ but the good news is that if you get it right, you can virtually write your own ticket.
Here's six things you can do to ensure your Web words are read.
1. Clear and simple copy
Adopt an inviting, informal writing style. Even though people go online to gather information, they still view the Internet as a form of entertainment. Make sure your writing style engenders confidence, friendliness and trust.
2. Keep it short
People don’t like reading long, scrolling text on screen. Write tight and punchy copy. Get your point across fast, keeping pages to two screen lengths or less. While this may mean more pages (you can provide hypertext links to related topics or more pages in an article), it will reduce the need to scroll.
3. A touch of humor
Humor can be an effective tool for maintaining a reader’s interest, but it should be used sparingly and appropriately. Your brand of wit will not amuse every reader.
Remember, Web visitors are an unknown quantity. Your site may attract people from all over the world, from different cultural and educational backgrounds as well as different age groups. So when in doubt, play it straight.
4. Information that's readable and scanable
Speed is the name of the game online.
People want information fast, otherwise they'll click somewhere else. Employ elements to enhance your content's usability, such as headings, pull quotes, bullet points, highlighted text (bold or a different color). Use elements sparingly for effect.
5. A 'newsy' style
The 'inverted pyramid' style of writing, adopted by journalists, also suits the Web.
Write as if you only have a few minutes to make a point (with some visitors, that's all you've got anyway). Present all of the facts and conclusions in the first few paragraphs. Then, once you have your reader's attention, you can flesh out the piece with more details and background.
6. Links to more info
The advantage of the Web is that you can insert links from one article or Web site to another. So, readers have the choice of reading one article or several, simply by clicking on hypertext. This is also beneficial for the business behind the Web site.
Links also give your client the ability to easily guide visitors to further product information or sales.
As you can see, there's a lot to consider when writing for the Web ~ and we've just touched the surface here ~ but the good news is that if you get it right, you can virtually write your own ticket.
Six Easy Habits For Improving Writing Efficiency
Writing . . . we all love it ~ but how hard is it for you to start a project or finish it? If you're like most writers, that's the biggest challenge in your career ~ but it doesn't have to be.
Here’s some helpful hints on how to take the headaches and heartaches out of writing professionally each and every day.
1. Keep it clean
If your office or desk is in a mess, you're most probably in a mess too. Get into the habit of clearing and cleaning your desktop at the end of each day, and your office at the end of each week. By keeping your work place free of clutter, you'll start the day and the new task quicker and fresher.
2. Plan each task and each day
Often projects can appear insurmountable until you break them down into individual tasks and prioritize them. Thesame applies for your day. There’s always so much to do, but what do you do first?
Start each day with a 'to do' list. Prioritize the most important tasks for the day and, if they are not completed, transfer them to the next day's list with an appropriate priority rating.
In addition to a daily plan, keep weekly and monthly plans for longer term or larger projects. Each week, review the list and transfer tasks to your daily lists, as required.
3. Keep a shopping list
When you're running low on supplies, add them to your shopping list to ensure you have them when you need them.
4. Get into a routine
Discover when you are working at peak efficiency ~ is it first thing in the morning or later in the afternoon.
Allocate your most intensive tasks for these peak periods, and choose to do other tasks, such as filing, research and administration at other times.
5. Do tasks in batches
Variety may be the spice of life, but you can often improve productivity by doing a number of the same tasks in batches, such as responding to correspondence, emails and phone messages.
6. When you’re hot, don't stop
When you’re hitting those keys at a blistering pace, the last thing you want to do is stop ~ so avoid the temptation by placing the answering machine on, so that you can keep up the pace. Make sure, however, that you return calls before the end of that day.
Here’s some helpful hints on how to take the headaches and heartaches out of writing professionally each and every day.
1. Keep it clean
If your office or desk is in a mess, you're most probably in a mess too. Get into the habit of clearing and cleaning your desktop at the end of each day, and your office at the end of each week. By keeping your work place free of clutter, you'll start the day and the new task quicker and fresher.
2. Plan each task and each day
Often projects can appear insurmountable until you break them down into individual tasks and prioritize them. Thesame applies for your day. There’s always so much to do, but what do you do first?
Start each day with a 'to do' list. Prioritize the most important tasks for the day and, if they are not completed, transfer them to the next day's list with an appropriate priority rating.
In addition to a daily plan, keep weekly and monthly plans for longer term or larger projects. Each week, review the list and transfer tasks to your daily lists, as required.
3. Keep a shopping list
When you're running low on supplies, add them to your shopping list to ensure you have them when you need them.
4. Get into a routine
Discover when you are working at peak efficiency ~ is it first thing in the morning or later in the afternoon.
Allocate your most intensive tasks for these peak periods, and choose to do other tasks, such as filing, research and administration at other times.
5. Do tasks in batches
Variety may be the spice of life, but you can often improve productivity by doing a number of the same tasks in batches, such as responding to correspondence, emails and phone messages.
6. When you’re hot, don't stop
When you’re hitting those keys at a blistering pace, the last thing you want to do is stop ~ so avoid the temptation by placing the answering machine on, so that you can keep up the pace. Make sure, however, that you return calls before the end of that day.
Eight Steps To Simplifying Technical Writing
When was the last time you picked up an instruction booklet or a technical manual, and wondered what the author was trying to communicate?
There is a real skill to technical writing and, if you can master it, this could become one of the most financially-rewarding forms of writing available to you.
Here's eight ways you can prepare yourself for the task:
1. Understand your objective
If you've ever written PR or marketing materials, you'll know that before you type a word, you must understand the objective of the communication. The same applies to technical writing. This will help guide what you need to communicate and the way you do it.
2. Know and understand your reader
Another rule of marketing is to know your target audience. When you know specifically who you’re targeting, you can better understand their needs. And that allows you to tailor the communication to match their working knowledge, education, prejudices, preferences and any other relevant criteria.
3. Before you start
The first thing you need to do is to establish ground rules with your clients.
Start by meeting the developers of the product or service as well as management to establish internal objectives, deadlines and a format for the document. Determine the size and style of the document, the audience, and the list of people who will be involved with the project.
4. Laying the foundation
Once you know your audience and your objective, you can begin gathering, structuring and drafting the information so that it can be presented in a logical, easy-to-understand manner.
5. The first draft
Here are my three golden rules for solid gold technical writing:
Write to impress: Just because you’re writing about a technical subject doesn't mean you should always write like a technician. Present information in an interesting, clear and warm manner.
Use some discretion in your delivery. Employ a more conversational style when writing a software manual for the consumer market, as opposed to a specifications sheet on an air-conditioning system for engineers.
Write for clarity: Modify the KISS axiom to 'keep it succinct and simple'. That means using active language rather than passive, substituting every-day words for jargon and eliminating verbose phrases.
Be specific: Whether you are writing for management, an industry specialist or the general public, technical writing requires technical information, such as facts, figures and recommendations. Wherever possible, be specific ~ support your claims with hard data.
6. Test it
If you've written an instruction booklet on how to operate a piece of machinery, it’s now time to put it to the test. Select someone who fits your audience profile and have them follow your instructions to determine the validity of the communication.
This procedure will help iron out any bugs in your system and also help you hone your communication.
7. Technical review
Once you've incorporated the necessary revisions into the second draft, your manual is now ready to be validated by a company technician and any other relevant personnel to ensure it covers all aspects.
8. The final test and the final draft
Following the third draft incorporating any technical, legal or corporate changes, the final phase is to test the document to ensure it continues to meet the readers' requirements. This can be done through focus groups, surveys and questionnaires.
Your technical communication has now gone full circle, and is ready to go out to the real world.
If you've applied the above principles, you shouldn't have any readers scratching their heads, trying to figure out what you're saying and what they're supposed to be doing.
There is a real skill to technical writing and, if you can master it, this could become one of the most financially-rewarding forms of writing available to you.
Here's eight ways you can prepare yourself for the task:
1. Understand your objective
If you've ever written PR or marketing materials, you'll know that before you type a word, you must understand the objective of the communication. The same applies to technical writing. This will help guide what you need to communicate and the way you do it.
2. Know and understand your reader
Another rule of marketing is to know your target audience. When you know specifically who you’re targeting, you can better understand their needs. And that allows you to tailor the communication to match their working knowledge, education, prejudices, preferences and any other relevant criteria.
3. Before you start
The first thing you need to do is to establish ground rules with your clients.
Start by meeting the developers of the product or service as well as management to establish internal objectives, deadlines and a format for the document. Determine the size and style of the document, the audience, and the list of people who will be involved with the project.
4. Laying the foundation
Once you know your audience and your objective, you can begin gathering, structuring and drafting the information so that it can be presented in a logical, easy-to-understand manner.
5. The first draft
Here are my three golden rules for solid gold technical writing:
Write to impress: Just because you’re writing about a technical subject doesn't mean you should always write like a technician. Present information in an interesting, clear and warm manner.
Use some discretion in your delivery. Employ a more conversational style when writing a software manual for the consumer market, as opposed to a specifications sheet on an air-conditioning system for engineers.
Write for clarity: Modify the KISS axiom to 'keep it succinct and simple'. That means using active language rather than passive, substituting every-day words for jargon and eliminating verbose phrases.
Be specific: Whether you are writing for management, an industry specialist or the general public, technical writing requires technical information, such as facts, figures and recommendations. Wherever possible, be specific ~ support your claims with hard data.
6. Test it
If you've written an instruction booklet on how to operate a piece of machinery, it’s now time to put it to the test. Select someone who fits your audience profile and have them follow your instructions to determine the validity of the communication.
This procedure will help iron out any bugs in your system and also help you hone your communication.
7. Technical review
Once you've incorporated the necessary revisions into the second draft, your manual is now ready to be validated by a company technician and any other relevant personnel to ensure it covers all aspects.
8. The final test and the final draft
Following the third draft incorporating any technical, legal or corporate changes, the final phase is to test the document to ensure it continues to meet the readers' requirements. This can be done through focus groups, surveys and questionnaires.
Your technical communication has now gone full circle, and is ready to go out to the real world.
If you've applied the above principles, you shouldn't have any readers scratching their heads, trying to figure out what you're saying and what they're supposed to be doing.
The First Secret to Writing Blogs that are Read (Think of the Reader)
In just a few short years, the blogs have become one of the most popular and effective marketing tools used online. There are hundreds of thousands of blogs published every week on literally any and every topic imaginable. That means there's a lot of competition for readers' eyeballs. Here's how you can ensure your blog makes the cut.
In just a few short years, the blog has become one of the most popular and effective marketing tools used online. There are hundreds of thousands of blogs published every week on literally any and every topic imaginable.
blogs are a great way to stay in touch with your customers and to sell your products. But mismanaged, they're a good way to anger your visitors and lose potential sales.
The challenge facing blog publishers today is competition. It's not uncommon to receive a dozen or more electronic newsletters in your In Box each day. That's the first problem ~ cutting through the clutter. The second problem is that it's all too easy to dispose of an blog without even reading it. Your blog is one mouse click away from acceptance or the trash can. But the good news is that you ~ and only you ~ control the fate of your publication.
Here's the first secret to improving your blog.
Think of your reader, not yourself
Marketing is marketing. Whether you are writing a sales letter, a brochure or an blog, to make it interesting and beneficial to your reader, you must think of them first, not yourself.
Get inside your reader's mind. What problems do they have (relating to your area of expertise)? How can your blog solve their problems?
Depending on what area you are focusing on, you can present helpful hints and tips on how to save or add value their lives. This could be general topics, such as:
- how to improve their productivity - how to save time - how to make more money - how to enhance their lifestyle
These four areas alone could be adapted to suit any number of topics you choose to target in your blog.
Let's say that you are publishing an blog for writers, as I do. You could write a series of articles designed to improve writers' productivity, kickstart their creativity and demolish writers block. You could also write some articles on how writers can save time by organizing their life more effectively, by planning before commencing projects and by employing time-saving tools in their business, such as a Palm handheld for noting ideas on the run.
These are just a few ideas that spring to mind. You could think of a lot more which relate to your area of expertise. And your readers will thank you by reading your blogs, looking forward to your communications and buying your products.
Keep in mind. It's in their best interest to do so. By thinking of your reader first, you are demonstrating to them that you not only care but you can also provide worthwhile solutions to their lives.
This is common sense, but it's not common online.
Take a look at the blogs that you read regularly. You'll find that you read them because they add value to your life.
Web experts tell us that content rules online. Writing experts will tell you that copy is the key to content.
What I am saying is that your blog will live or die by the words you use.
If each issue is interesting, entertaining and beneficial to your readers' lives, it can only succeed and grow.
Here's a number of things you can include in your blog to keep it fresh and focused:
Ask your readers what they want
The best way to know what your readers want (and if your blog delivers it) is to ask them.
Whether your blog has been running for one month or several years, it pays to stay in touch with your readers' needs. If your blog is like most others, it will be winning and losing readers each month. That means people are leaving because it no longer fulfills their needs, while others are coming on board, eager to see if you can help them. How will you know what to offer, if you don't ask?
You can send a separate email to your subscriber base asking for feedback. This could be as simple as asking readers to comment on what they like and dislike in your blog, or it could be more sophisticated, where you invite them to rate each of your segments and offer any suggestions.
Obviously not everyone will respond. But those who feel strongly about your blog will generally take a few minutes to let you know why.
To improve your strike rate, you could offer readers an incentive to respond. You could offer one or more readers a free product or a special report or some other enticement.
This is a small price to pay for invaluable information. And, if used properly, you will be rewarded handsomely by your readers and your customers.
In just a few short years, the blog has become one of the most popular and effective marketing tools used online. There are hundreds of thousands of blogs published every week on literally any and every topic imaginable.
blogs are a great way to stay in touch with your customers and to sell your products. But mismanaged, they're a good way to anger your visitors and lose potential sales.
The challenge facing blog publishers today is competition. It's not uncommon to receive a dozen or more electronic newsletters in your In Box each day. That's the first problem ~ cutting through the clutter. The second problem is that it's all too easy to dispose of an blog without even reading it. Your blog is one mouse click away from acceptance or the trash can. But the good news is that you ~ and only you ~ control the fate of your publication.
Here's the first secret to improving your blog.
Think of your reader, not yourself
Marketing is marketing. Whether you are writing a sales letter, a brochure or an blog, to make it interesting and beneficial to your reader, you must think of them first, not yourself.
Get inside your reader's mind. What problems do they have (relating to your area of expertise)? How can your blog solve their problems?
Depending on what area you are focusing on, you can present helpful hints and tips on how to save or add value their lives. This could be general topics, such as:
- how to improve their productivity - how to save time - how to make more money - how to enhance their lifestyle
These four areas alone could be adapted to suit any number of topics you choose to target in your blog.
Let's say that you are publishing an blog for writers, as I do. You could write a series of articles designed to improve writers' productivity, kickstart their creativity and demolish writers block. You could also write some articles on how writers can save time by organizing their life more effectively, by planning before commencing projects and by employing time-saving tools in their business, such as a Palm handheld for noting ideas on the run.
These are just a few ideas that spring to mind. You could think of a lot more which relate to your area of expertise. And your readers will thank you by reading your blogs, looking forward to your communications and buying your products.
Keep in mind. It's in their best interest to do so. By thinking of your reader first, you are demonstrating to them that you not only care but you can also provide worthwhile solutions to their lives.
This is common sense, but it's not common online.
Take a look at the blogs that you read regularly. You'll find that you read them because they add value to your life.
Web experts tell us that content rules online. Writing experts will tell you that copy is the key to content.
What I am saying is that your blog will live or die by the words you use.
If each issue is interesting, entertaining and beneficial to your readers' lives, it can only succeed and grow.
Here's a number of things you can include in your blog to keep it fresh and focused:
- Prescriptive how-to articles
- Interviews with experts in your field
- Links to relevant Web sites
- Product giveaways
- Quick tips and techniques
- Reviews
Ask your readers what they want
The best way to know what your readers want (and if your blog delivers it) is to ask them.
Whether your blog has been running for one month or several years, it pays to stay in touch with your readers' needs. If your blog is like most others, it will be winning and losing readers each month. That means people are leaving because it no longer fulfills their needs, while others are coming on board, eager to see if you can help them. How will you know what to offer, if you don't ask?
You can send a separate email to your subscriber base asking for feedback. This could be as simple as asking readers to comment on what they like and dislike in your blog, or it could be more sophisticated, where you invite them to rate each of your segments and offer any suggestions.
Obviously not everyone will respond. But those who feel strongly about your blog will generally take a few minutes to let you know why.
To improve your strike rate, you could offer readers an incentive to respond. You could offer one or more readers a free product or a special report or some other enticement.
This is a small price to pay for invaluable information. And, if used properly, you will be rewarded handsomely by your readers and your customers.
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