Archives for November 2008

Being Professional: Comes Through in First Impressions

I once sat in agony as I read through a pile of project proposals. I was looking for my competition because I wanted the project that bad. I was willing to look for the one or two people I was going to have to beat to get it. When I found them, I was going to write my proposal so that it out-shined the others in all ways.

The humor of it all is that those proposals I was reading through didn’t reflect on me at all. They reflected on the other people who were trying to get my project. I should have been grateful that they were awful. But, I was still in agony because of what I was reading.

These are no lie, no punches pulled examples of the proposals I fished through:

“lets talk in detail.company profile attached.”

No, I’m not kidding. This proposal took all of five seconds to write…errors included. The first letter isn’t capitalized. A space doesn’t exist between the first and second sentence. And that just gets me started.
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The Language of Pop Culture – Should You Use Proper English Only?

Should we use street lingo in our writing or not? Is our use of fashionable vernacular simply lazy English or a case of reflecting reality and freeing expression from the constraints of grammar Nazi’s?

There are as ever, two sides to the argument for and against the use of improper English; slang, street words, internet chat and text speak abbreviations; r u mad 4 it? G8!

Here is a comment reproduced from JTony on Lorelle Van Fossen’s WordPress blogging blog:

“The tyrrany of language academicians is a constant thorn in the side of those who wish to communicate. Language is fluid, changing and evolving faster than any virus. Trying to keep language still is like trying to hold on to a single spot on a river… it cannot be done.The rule should be that if your intended audience can understand what you are writing, then you have accomplished what you need to. The only time you should avoid any form of “everyday speech” or “jargon” or anything else is if it is something your intended audience will not understand. It is all about the context of your readers, and nothing else applies.
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Beginning a Conversation with Your Intended Audience…PT 2

See how I did that? Drew you right into my conversation didn’t I? That’s one way you begin a conversation with your intended audience.

No, I’m not giving away confidential secrets of the government. I’m not about ready to divulge the ancient secrets of a sacred society that lives among us as quiet and beneficial members. I don’t want to let you know the meaning of life just yet. It is merely a suggestion for the way you communicate a message to your intended audience. But nonetheless, I drew you into my conversation when I wrapped up Part I of Beginning a Conversation with Your Intended Audience published December 5, 2007.

When you read that blog entry published earlier, you instantly thought, “Shucks, I have to wait to get the beat.” You may not have said it quite that way, but I’m paraphrasing your thoughts for you. Yes, you resumed with the rest of your day. You haven’t been sitting still waiting patiently for Part II. It didn’t ruin your day or anything like that at all. But, it did make you curious.
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Beginning a Conversation with Your Intended Audience

Try to begin a conversation with your intended audience. This isn’t a trick. It’s a way of thinking. When you write, you are intending to communicate a message to someone. But, some writers either forget that basic premise or they just never knew it in the first place.

A beginning writer or one who will never be any good forgets about the audience. Sometimes, they don’t even have an intended message. When writing’s sole purpose is to communicate a message to a certain audience, it astounds me that those two things can slip from a writer’s mind while… “writing.” But, it happens.

A great writer or one who intends to get better at it will actually consider audience and message first. Yes, the message is obviously most important. But, considering the audience offers the guidelines you will need in order to write effectively. The intended audience can be teenagers, women, minorities, the middle class, the rich or any other category you can imagine.

If you read any magazine, you will easily figure out who the intended audience is supposed to be. Without trying to offend anyone, here are a few examples. People is basically for homebodies who like gossip, Time is for the socially aware in about the mid-age range, YM is obviously for young girls (it is right in the name) and Cosmopolitan is for women. Notice how I mentioned who the intended audience is “supposed” to be? Anyone can read Cosmo, but it’s going to be written for the female population.

When you write, think of yourself as someone who is pulling an audience to you and attempting to tell them something very important. Yes, there are writers who write only for the purpose of hearing themselves talk basically. But, think of yourself as an authority on something. You are an authority on the message you intend to communicate.

No, that doesn’t make you the smartest person in the world. Being the “authority” doesn’t have to be some burdensome, all-empowering position. You have a message and that in itself is enough to give you some authority. You have some insight on a topic. You know how to do something. Your message could be as simple as how to bake a pie, but you are the expert at the moment and your purpose is to inform your readers your best practices in baking a pie.

What brings your writing to life is if you can engage your audience and this is where you begin a conversation with your readers. This isn’t a trick, I said it before. But, it is important. It’s a set of techniques. It’s not a secret or it’s not intended to be a secret, but the fact is that many writers don’t know how to engage an audience and draw them into your conversation.

Now that I have your attention…now that I have you expecting to learn a secret…this is to be continued…

MLA Versus APA Style

Writing professionally, you run into things you may not have seen in awhile. The world is getting so informal and unprofessional that some of the old things go flying out the window. It takes a minute to catch up on concepts you learned years ago and get ready to apply them today.

The difference between MLA and APA is just one of those things. In fact, you just might at this moment be thinking what in the world they even are. Some of you might have a faint memory that they are documentation guidelines. But, you might not be able to remember much more than that.

If you have any kind of document to present in whatever venue you need, whether your boss needs a research journal or your professor needs an essay, you have guidelines to follow. They may have given you some guidelines on their own. But, you also have a style that your paper needs to conform to upon presentation. That style could either be MLA or APA.

MLA Style

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What are Features and Benefits?

A feature is something identifiable with a product or service e.g. the new Mondeo has alloy wheels as standard; KPMG provides international tax consultancy services; ERH is a man. Alloy wheels, international tax consultancy and man are all features.

By themselves they mean absolutely sod all!

Benefits are the result of product/service features applied to a potential buyer to solve a problem or satisfy a need they have.

So:

“The new Mondeo has alloy wheels as standard which means that you get a great, racy looking car without the additional cost for optional extras. “

The benefit here is two-fold: a “great, racy looking car” and no “additional cost”.

Hang on a minute!

“I hate alloy wheels and I don’t want a car that says “I’m a boy racer!” – these aren’t benefits!”

You must remember that to be classified as a benefit, the feature must be applied to solve a problem or satisfy a need of the actual customer.

What has this got to do with writing?