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fat free writing
 


Only the fit survive. If you want to catch (and keep) readers, write so they can read fast.

Below you’ll find an easy word-weight-loss fix, our last ezine’s survey results, and tips on persuasive pitching.

Enjoy!

Paul sig

P.S. Our final public writing masterclass for 2006 is 18 October in Sydney. The last one sold out, so book early!

P.P.S. This month's quick survey: "What percentage of readers ONLY read your headline before moving on?" Your guess here (the answer's there, too).

 

 Paul & Petrina
 

 
 

Fat-free writing

Some words add instant girth to your writing and slow readers to a crawl. The problem? Noun* Addiction. Here's what I mean...

Too many nouns:
“The effect of the overuse of nouns in writing is the placing of excessive strain upon the inadequate number of verbs and resultant prevention of the flow of thought.”
[29 words]

Nouns changed to verbs:
“Using too many nouns in writing strains verbs and prevents the flow of thought.”
[14 words]

See how the second one is much clearer, and only half as long?

Look anywhere in corporate Australia, and you’ll see nouns not only lurking in people’s writing, but flagrantly flaunting their fleshy rumps.

What’s wrong with nouns? Nouns are things. They sit there lazily, doing nothing. Oh, they seem innocent, but be warned — use too many and your readers will beg for mercy...or press “delete.”

The solution? Verbs**. They’re actions. Something's happening. It's the difference between a photo and a movie. Nouns make your writing fat (long), boring and vague, while verbs keep it short and lively.

So...go the verbs!

* Noun: A thing, quality, place or person. E.g. car, happiness, neighbour.

** Verb: An action. E.g. run, think, drive.

BRAIN GYM : Drag out a document you wrote. Grab a red pen (very school-teachery, I know) and circle every "the" and "a" [tip: search using Ctrl-F in Word]. These words often precede nouns.

If your page ends up bleeding to death don't suffer alone — get help. Call the Noun Quitline: 02 9427 3127

Tips are from Magneto's persuasive business writing course, Write More Business. Next public course: 18 October 2006.
 

 
Pitch Doctor
 

Your survey results from last edition showed you REALLY want to know more about persuasion.

A clear majority (50%) said your biggest writing challenge was “persuading people to buy or take action,” while 65% of you said you most wanted to improve your pitches and presentations.

“Pitch Doctor,” by Neil Flett, is a great start.

Whether you’re presenting an initiative to your boss or pitching for a major new client, the evidence you use to prove your claims is vital.

Flett suggests you start with these:

  1. Irrefutable facts. Don’t just say you’re “very successful,” but say you’ve “made 35% profit every year for the past five years”
  2. Statistics that support your argument
  3. Case studies and examples
  4. Testimonials (more powerful when the reader respects the person or institution giving the reference)
  5. Strong visual aids. Bring your story to life with appropriate graphs or images that support your case
  6. Analogies

More great learning ideas in our Knowledge Store. Flett’s book is available from good bookstores.

 
   

Magneto Communications Pty Ltd

Phone/fax 1300 658 580

Website: www.magneto.net.au
Comments? info@magneto.net.au


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