Write it like you say it so everyone gets it

It amazes me how companies use a completely different language when it comes to their written marketing stuff which should be directly connecting with customers. They don’t write the way they talk and people have to work too hard to understand what the company’s offering.

If you see anything on my site that falls foul of what I’m about to say – please pull me up on it. I mean it. I don’t want to write anything I wouldn’t say.

A good example of the ‘different written language’ I’m talking about was nearly used the other day when a friend of mine wanted to complain about the shoddy service she was receiving from a company who was supposed to be supplying some wedding invitations for her. She started writing a flowery email to them and asked my advice, basically about the ‘big’ words she was using. There was nothing wrong with the email but I asked her what she’d say if she was talking to them about the problem. Let’s just say, we got to the point quicker by writing with words of one syllable and her message was all the more powerful for it.

There is a place for formal language – I suppose solicitors still have to use it but not many solicitors read my blog and they’ll ignore what I’m saying anyway. I’m talking to and about the people who are trying to get attention via their marketing and will struggle if they use fancy language.

I know when we’re writing we can be more thoughtful. I know when we’re talking we can often think afterwards ‘I wish I’d said that’. But if we use a mixture of those two elements in down-to-earth language we can get a good formula.

Crafting a direct message that gets to the point and dumps unnecessary frills that the customer doesn’t have time or energy – or will, frankly – to read is a skill. I think it should be a law of marketing.

I suppose a good test is to ask yourself: would ‘I’ read it?

 

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How do you sign off your emails?

I’ve said it before but I’m saying it again because I still don’t know the answer: Do you have a standard sign-off for emails or do you vary it for each recipient?

I would guess that most of us throw out the rules if we’re emailing friends or clients we know well but what’s a good standard sign-off for anybody who falls into a more formal group. I don’t really have a ‘standard sign-off’ and am always finding reason to tailor it.

What I mean by that is that I’ll write the email in a way that Many thanks makes sense as a finishing phrase or Speak soon because both of those seem friendlier than many of the alternatives. I’ll take you through them as I see them:

Very best wishes – It sounds a bit over-sincere, I’ve decided;

Best wishes – alright but a bit stiff;

Best – manly (I can’t really explain why I’m giving it a gender but I said this was how I saw it);

All the best – old-fashioned and somehow too ‘old’ to be coming from someone of my age;

Kind regards – I’m not sure it’s ‘me’;

Warm regards – twee;

Regards – to the point. I feel fine when I receive a ‘Regards’  but signing off with one doesn’t come naturally;

Sincerely – not right for an email, not right for anything anymore – too formal;

Yours – same problem as ‘Sincerely’;

Sincerely yours – twice the problem of ‘Sincerely’ and ‘Yours’;

Take care – I like this, both for friends and for clients I know well. It’s not too personal but it’s friendly;

Love – I write that on birthday cards (because I love the person I’m sending them to. The same can’t be said for all email recipients so it’s not right.)

Name only – sometimes I sign off with just my name, particularly if we’re having an ’email conversation’ when wishes of any kind start to make the messages look clumsy. Otherwise it looks lazy unless you know the recipient well;

Initial only – rude;

Cheers – we’re doing business not buying a round;

Smiley – no;

See you soon – you probably won’t so as a generic sign-off it’s inappropriate;

Thanks for getting in touch – I like that;

Thanks so much for getting in touch – too needy;

Many thanks – a favourite but you’ve got to have something to thank the recipient for otherwise it doesn’t make sense. That’s why this blog started out with me saying I rewrite emails in order to be able to use this sign-off;

Speak soon – I also like this. If you’re emailing a client you know well you probably will speak soon. If you don’t know the client well yet, the sign-off reinforces the fact that you’re opening channels of communication.

So having run through many of the usual suspects I still haven’t found a generic sign-off I feel comfortable with. Something you might say at the end of a meeting goes towards deciding your ideal sign-off but it’s not a standalone decider because often you haven’t met the person at the receiving end of the email so the relationship is different.

Which means that even after giving the issue much thought I haven’t got anywhere with it. There will be some who will say I’m over-thinking the issue. I don’t agree. Every piece of communication goes towards your professional reputation and the way you close an email could be seen as smooth or awkward and that matters very much indeed.

Any thoughts??

Don’t ever rely on your spellcheck

I’m surprised I even had to write that headline – I thought everyone knew. Spellchecks are helpful – I use them as a guide – but if I left it at that, it would be corporate suicide.

I was chatting to a friend about this the other day and her reaction was: “Yes, you couldn’t afford any errors – being in the ‘words’ game.” That’s true. If I made mistakes people would be quick to point them out.

On the other hand she’s a gift retailer and her communications output is critical to her business, particularly at this time of the year when customers will be looking for Christmas presents.

She always sends an invite to a list of her customers with a message that says something like:

• Come along for an evening of wine, mince ties and a chance to buy gifts for your nearest and dearest, hopping at leisure.

Although only something like that because it actually reads:

• Come along for an evening of wine, mince pies and a chance to buy gifts for your nearest and dearest, shopping at leisure.

The point I’m making, is that a spellcheck wouldn’t have picked up any spelling mistakes in the first sentence because there aren’t any. The sentence just doesn’t make sense and it takes a human brain to work that out, not a computer.

In short, a spellcheck can tell you when a word is spelt incorrectly but not when it’s used incorrectly. Use it but know its limitations.

Spot the Typos

Here’s a piece of text with 10 typos. See if you can spot them all.

How to complain with class

There are some people who are never satisfied and who kick off at every opportunity. Then there are those who are as silent as a stealth bomber but when they blow, they really loose their rage.

Always try to be the latter. If you cry wolf to often people won’t listen when theres a real emergency. First stop and count to 10. Do you have ground for complaint? Be very friendly, present the problem and ask what they can do to assist you. You don’t want to alienate your target. Get them to empathize.

Complain in a slow, low voice. If you start at a screach you’ll have nothing to work up to. Never get too irate and don’t lose the sight of the fact that your the victim. Always get the name of the person who is not assisting you and ensure them you will be contacting their boss.

 

When you’ve noted down your answers, you can check them here