warren buffett’s verdict: “stilted jargon and complex constructions are usually the villains.”...
TRANSCRIPT
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Warren Buffett’s verdict: “Stilted jargon and complex constructions are usually the villains.” -- A Plain English Guide
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MARKETING SPEAKS LIKE A HUMAN
“… social media has meant that the world of separate
internal and external messaging has disappeared. If a
customer talks to your Customer Service department,
they expect the same response they’d get if they talk to
marketing, or sales, or engineering… If you want to
build long-term relationships, you’ve got to have a
consistent, human voice….”
.
NICK JOHNSON
founder. useful Social Media
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William Shakespeare
to be or not to be
to thine own self be true
All the world’s a stage.
What’s in a name?
Out, damned spot! Out, I say.
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WORD CHOICES
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HARD ENGLISH • Anglo-Saxon/Germanic/Nordic
SOFT ENGLISH • Norman/French/Romance
TECHNICAL ENGLISH • Greek/Latin
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WRITE WITH ‘HARD ENGLISH’
WORD POWER
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BedColdDrinkFatherFriendHouseKissMotherPlantSeeTake WrongYear
ANGLO-SAXONOLD ENGLISH
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AttacheCastleCuisineExcellenceFianceeLaissez-faireMemoirRendezvousSouvenir
NORMAN / FRENCH
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AntibioticEpidermisMicroscopic
InfrastructureMiscellaneousPronunciation
GREEK / LATIN
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SOFT/TECHNICAL ENGLISH vs HARD ENGLISH
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• Consumer-friendly portable receptacle for carbonated liquid
HARD: __________________
SOFT/TECHNICAL
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• Ligneous or petrous projectiles may have the potential to fracture my osseus structure but pejorative appelations remain eternally innocuous.
HARD: ____________________
____________________
SOFT/TECHNICAL
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hippopotomonstrosesquippedaliophobia
HARD: ____________________
SOFT/TECHNICAL
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CREATE YOUR CHECKLIST OF ‘WARNING SIGNS’
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We hold the belief that our first and foremost corporate responsibility is to provide a synergistic suite of laser-targeted products and services that can be appropriately utilized by members of the medical profession as well as consumers.
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Hidden or Weak Verbs
Abstract Phrases and Jargon
Loose Writing
CHECKLIST OF WARNING SIGNS:BUSINESS WRITER OR BUREAUCRAT?
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We hold the belief that our first and foremost corporate responsibility is to provide a synergistic suite of laser-targeted products and services that can be appropriately utilized by members of the medical profession as well as consumers.
Hidden or Weak Verbs
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We hold the belief that our first and foremost corporate responsibility is to provide a synergistic suite of laser-targeted products and services that can be appropriately utilized by members of the medical profession as well as consumers.
Hidden or Weak Verb Phrases Abstract Phrases and Tired Jargon
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We hold the belief that our first and foremost corporate responsibility is to provide a synergistic suite of laser-focused products and services that can be appropriately utilized by members of the medical profession as well as consumers.
Hidden or Weak Verb Phrases Abstract Phrases and Tired Jargon Loose writing
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Original text from Johnson & Johnson credo – considered one of the best from corporate America for more than 70 years…
We believe our first responsibility is to the doctors, nurses and patients, to mothers and fathers and all others who use our products and services.
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8 words = 100%14 words > 90%43 words > 10%
COMPREHENSION
• Declining attention spans
• Computer vs. print reading
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BREVITY
• Average sentence length: 17 words
• Syllables per 100 words: 140-150
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Takeaway #3:
TAKE THE BREATH TEST
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We hold the belief that our first and foremost corporate responsibility is to provide a synergistic suite of laser-targeted products and services that can be appropriately utilized by members of the medical profession as well as consumers.
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• added bonus• advance planning• general public• my personal opinion• still continues• true fact• unexpected surprise
CHECK FOR REPETITION
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Consequently ___________
Constitutes ___________
Contains ___________
Construct ___________
Concerning ___________
Currently ___________
CHECK FOR TOO MANY SYLLABLES
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CHECK FOR TOO MANY WORDS
for the purpose of ___________
the majority of ___________
in order to ___________
to provide a service ___________
on a regular basis ___________
despite the fact that ___________
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C CHECK FOR VERBS WITH 3 OR MORE SYLLABLES
Disseminate ______________ Endeavor ______________ Leverage ______________ Modify ______________ Synergize ______________
the classic: utilize ______________ the newcomer: ideate ______________
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Your financial adviser should not be held accountable in the event that you experience a decline in investment income or a decline in total assets.
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Your financial adviser should not be held accountable in the event that you experience a decline in investment income or a decline in total assets.
Don’t blame us if you lose money.
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Takeaway #4: AVOID ‘THOUGHT-STOPPERS’
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Implement
Facilitate
Maximize
Optimize
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This module generates grammatically correct, managerial-sounding text and full-length documents that mean absolutely nothing…. This module does for geeks what lorem ipsen does for designers.
Currently supported meta words include…Verbs like: expedite, revolutionize, visualize, facilitate, and maximize.
Lingua-ManagementSpeak-0.01 >
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Takeaway #5
RUBIN’S SPIN ON THE 80-20 RULE
20% WORDS
80%RETENTION
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FIND PATTERNS TO BOOSTRETENTION & PERSUASION
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BABOONS AND PATTERNS
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Reader’s Logic: Thought Process Does your structure…? • delay the message • get right to the point
• beg questions • anticipate questions
• raise problems • pre-empt reader objections
• force re-reading • allow quick skim
• create gaps • complete the pitch
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Reader’s Logic: Symmetry
Does your structure promote...?
• clarity • brevity • retention
bullets? subheads?
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Litmus Test: Can the reader stop after the first section ?
USE ‘BLOT’ STRATEGY: BOTTOM LINE ON TOP
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CREATE A MANTRA THAT CAPTURES YOUR MESSAGE
• WORD• PHRASE• SHORT SENTENCE
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“Make Mantra” Video
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BLOT SET-UP FAMILIARITY BREEDS…
• Resonance • Appeal • Memory
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BLOT SET-UP IMMEDIATE GRATIFICATION
• Satisfies readers • Guides thought process
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CHAPTER HEADINGS
VS.
BLOT SUBSTANCE
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CHAPTER HEADINGS
As follow-up to our phone conversation, this memo highlights the fundraising support our company offers. It explains our commitment to work with your local community in a win-win relationship.
Grants………Database………..Marketing and PR………
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BLOT SUBSTANCE
Following up on our call, I’ll now highlight the steps our company will take to support your fundraising goals. We hope to: • Donate up to $50,000 in grants • Provide a list of potential contributors • Assist your volunteers with publicity
An annual package of 20 scholarships -- $2,500 each………A database of 500+ names and telephone #s in Middlesex County……….An on-site consultant for staff training and PR support……….
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PROOFREAD WITH A CONTENT PATTERN
• E + L + P = P
• L o L x 3 = P
• F + B + P = P
• E + L + P = P
• L o L x 3 = P
• F + B + P = P
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MEMOS AND PRESENTATIONS
F + B + P = P F + B + P = P
FACT + BENEFIT + PROOF = PERSUASION
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MEMOS AND PRESENTATIONS
L o L x 3 = P L o L x 3 = P
3 LAWS OF LIKABILITY= PERSUASION -- Adapted from The 11 Laws of Likability by Michelle Tillis Lederman
LAW OF FIRST IMPRESSION LAW OF ASSOCIATION LAW OF RECIPROCITY
WIIFM: Ask not what your reader can do for you. Ask what you can do for your reader.
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E + L + P = P E + L + P = P
CREDIBILITY + LOGIC + HOT BUTTONS = PERSUASION
ETHOS + LOGOS + PATHOS = PERSUASION
ALL-PURPOSE