Rule number one: Keep the reader reading

For me, one of the hallmarks of good writing is that each sentence, each paragraph, leads the reader to want to read more.  This is as true of a commercial pitch document as it is of a short story or a novel.

Robert Drewe’s novel Our Sunshine, a fictionalised account of the life and death of Ned Kelly, begins with the sentence: ‘The lion is out of sorts.’  And immediately we want to know more.  Which lion?  Why?  And what does a lion have to do with Ned Kelly?

Jeremy Clarkson begins one of his weekend newspaper columns with the words ‘Making Top Gear used to be easy.’  And we think: Used to be?  Are you saying that it’s not easy anymore?  Why not?  Tell us more.

Corporation X, on the other hand, begins a recent pitch document with:

‘Corporation X is a leading international provider of proven custom-tailored customer-centric solutions to large and medium sized businesses seeking to utilise leading edge technologies to extend their influence and market share within specific chosen markets and regions both locally and globally.’ 

Suddenly the room seems stiflingly hot.  Our eyelids become heavy.  And we fight to stay awake.  And, as one of my colleagues has been known to say: ‘Nobody buys much while they are asleep.’

A study by The Pelican Partnership found that fewer than one in ten senior executives reads all or most of documents they receive from organisations that want to sell to them.  Several reasons were suggested.  But, in most cases, it boiled down to the fact that the intended readers didn’t expect the experience to be rewarding. 

‘I have better things to do with my time,’ one senior manager said.

And yet most of the managers admitted to reading all or most of at least three novels a year, as well as countless magazine and online articles.

I think there’s an important lesson here for writers of pitch documents: Your competition is not Corporation Y or Corporation Z.  Your real competition is Robert Drewe and Jeremy Clarkson and every other writer who understands how to keep the reader reading.

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J P Donleavy’s ‘The Ginger Man’

I believe they are known as ‘where were you when’ moments. 

Where were you when President Kennedy was shot?  Where were you when Neil Armstrong took that one small step for man?  Where were you when Elvis died? 

Unlike many of my friends, I can’t remember where I was when any of those things happened.  I was alive for all of them.  I just can’t remember where I was.  Or what I was doing. 

But I can remember – with surprising detail – buying some of the books that have turned out to be my perennial favourites. 

For example, I can vividly remember buying my first book by J P Donleavy.  It was … 

Sunday afternoon, five o’clock.  A flash of lightening, a rumble of thunder hard on its heels.  The first gobstopper drops of the next shower bouncing off already overflowing puddles. 

Just duck into this handy corner shop for some shelter.  The tinkling bell waking the proprietor.  Good day to you, sir.  Not that it’s a good day, that’s for sure.  Feigning interest in the merchandise to avoid the rain.  No weather for a white man, is it?   Just a turn of phrase of course.  No offence intended.  And hopefully none taken.  Don’t suppose it rains like this in India. 

Apparently not a talker this one.  Watching like a hawk from behind his counter.  Hands out of sight.  Probably with a softball bat at the ready.  Just in case. 

The rain beginning to ease.  Move quickly now and I should make it home before the next downpour.  But first I need to show a bit of goodwill.  Make a small purchase.  At times like this it’s a pity that I don’t smoke.  Twenty B&H and a box of your finest matches.  But no point in that.  A book perhaps?  Always find room for another book.  The Ginger Man by J P Donleavy.  ‘Comic, dirty and delightful.’  V S Naipaul.  An opinion to be valued I think, sir.  Although I could be mistaken.  That bell again, this time tinkling my departure. 

And even in the rain,

The world’s a better place

With a new book

In your pocket.

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Impressed or what?

Some of life’s more useful writing lessons are surprisingly simple.

Many years ago, one of my classmates discovered the joys of the thesaurus.  Overnight his essays became models of the sequipedalianist’s art.  He didn’t just replace commonplace words with less-common synonyms.  He replaced them with the longest less-common synonyms he could find. And he flanked each polysyllabic noun or verb with an honour guard of equally long and obscure adjectives and adverbs.

Unfortunately, the reaction of our teacher was not the one that Smithy had hoped to elicit.

‘Too many words.  Too many syllables.  Not enough communication.’

Smithy was deeply disappointed.  ‘I thought you’d be impressed by my vocabulary, sir.’

Sir thought for a moment or two.

‘Impressed?’ he said.  ‘I’m afraid not, Mr Smith.  First I want to be informed.  And, if possible, I would like to be entertained.

‘If you can do those two things, then, yes, I will be impressed.  But right now, your new-found verbosity is just making my head ache.’

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Listen carefully and listen well

I recently had lunch with a chap who is a more-than-competent pianist.

At one point during our conversation, I asked him a vaguely technical music question.

‘I’m the wrong person to ask,’ he said.  ‘What I know about music theory could be written on the back of a very small postage stamp.’

This surprised me.  I had heard him play – and play very well.  I also knew that he did quite a bit of composing and arranging.

‘So what’s your approach?’ I asked.

He thought for a moment or two, and then he said: ‘I suppose I just listen – you know, carefully and well.  And then I just do what works.’

The pianist’s approach reminded me of something Joan Didion once said about grammar.  ‘[It’s] a piano I play by ear.  All I know about grammar is its power.’

If you want to write clear, attractive prose, there’s a lot to be said for listening carefully, listening well, and then just doing what works.

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Make it clear, keep it simple

My first paid writing job was with an advertising agency. 

I applied for an art job, but there weren’t any.  ‘We do need a junior writer though,’ the MD said.  ‘Why don’t you do that until there’s an opening in the art department?’

I had no experience of writing advertising copy.  But the MD didn’t seem to mind.  ‘I think you can write,’ he said.  ‘And we have a training programme.  We call it “do it, review it, and do it again”.’ 

The programme seemed to work.  Within three weeks, I was earning my keep.

After my first week in the creative department, the senior writer took me out to lunch.  (Ah, yes.  Those wonderful Friday lunches.)

‘There are really only two things you need to remember,’ he said.  ‘Before you start, make sure that you know exactly what you want to say.  And, when you are finished, make sure that you have, in fact, said it.  Oh, and keep it simple.’

It was good advice.  It’s just a pity that David is no longer around to give the same advice to some of the people currently responsible for ‘the news’. 

While I find most opinion pieces reasonably well thought out and well written (even when the opinion is not one that I share), the same cannot be said for many news stories.

Too many stories begin with a grossly overloaded paragraph vaguely supporting an overly sensational headline.

Typically, the story then heads off in a different direction altogether, leaving the poor reader to wonder if he or she somehow misread the first paragraph. 

This is often followed by a not-very-illuminating quote from an ‘expert’ – although the expert’s credentials are seldom established. 

(I’m looking forward to the story that says: XYZ’s chief economist, Delia Jones, predicts property prices will fall by as much as 30 percent in the second quarter.  Mind you, the last time Ms Jones got it right was way back in 1996.)

Finally, after squeezing in several tired clichés, the story drifts to a wishy-washy conclusion that often contradicts the headline.

Yes, I know that in the age of the 24-hour news machine, thinking time can seem a bit limited.  But that’s not really an acceptable excuse.

If more journalists would think more carefully about what they want to say; and if, before pressing send, they could make sure that they’ve actually said what they wanted to say; I could stop being quite so grumpy.

And if they would try to say what they mean as simply as possible – resisting the temptation to cram five facts and three clichés into a single sentence – I might even start to appreciate their skills.

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A-verbing we will go

Over the past few years, I’ve noticed a plethora of verbs that just didn’t exist back in my school days.  And most of these verbs are formed from nouns.

Back in those pre personal-computing days, we certainly didn’t email, text, Google or Skype.  We didn’t spellcheck.  We didn’t format or initialise.  Nor did we blog or tweet.

But even outside the realm of technology, I don’t recall cricket umpires widing deliveries that passed beyond the batsman’s normal reach.  And, while batsmen cut, pulled, drove, swept, and glanced, I don’t remember a single batsman ramping.

We used bookmarks; but we didn’t bookmark.  We attended parties; but we didn’t party.  We attended workshops; but we didn’t workshop. 

There were showcases for our talents; but we didn’t showcase.  And I’m absolutely sure that, on sports days, not one of us podiumed or placed.  (Although, on a good day, we did occasionally manage to come first, second or third.)

One of my colleagues fumes (another verb formed from a noun) every time he hears a sports commentator using medal as a verb.  ‘Just no need for it,’ he says.  ‘Besides, it’s confusing and it’s ugly.’

English speakers have been creating verbs from nouns for hundreds of years.  And there must have been a time when everyday verbs like farm, form, foam, fish and filter sounded new and perhaps a little odd.

‘Oi, Gyles, how about you filter that beer next time?’

‘Yer, what?’

I remember when a research assistant first suggested that I Google.  It took me a second or two to realise what she meant.  But ten years later, I Google without even thinking about it.  It’s just like shopping.  Or phoning.  Or cycling.   

It will be interesting to see how many of the current crop of new verbs survive, and how many of them fade into obscurity.  After all, it’s been a long time since I heard anyone use the verb matronise.  And in case you’re wondering, it means ‘to render matronly’ or ‘to act as a female chaperone’.

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More time writing buys more time reading

A few years ago, I worked with a chap who was an absolute wiz at speed reading.  I reckon he took about three, maybe four, seconds to read a page of a typical hardback book. 

For David, reading a 200-page book was a 10 or 15-minute project – perhaps 20 minutes if he was also drinking a cup of coffee.  In a month, David probably read twice as many books as I read in an entire year.  Maybe more. 

David was also a pretty fast writer.  But was he a good writer? 

Of course the answer to that question depends very much on your definition of a good writer. 

In my opinion, a good writer is one who, first and foremost, engages the reader.  A good writer is a writer who writes something that the reader wants to read.  If people aren’t going read what you write, there’s little point in writing it.  And, in my opinion, David’s writing was generally not writing that you wanted to read.  

There was no question that David covered all the bases, included all the facts.  But what he wrote was just not ‘a good read’.  It was the sort of writing that you start to read … but then quietly abandon in favour of something more rewarding.  

In a recent essay, Joseph Epstein observed that ‘No good writer is a fast reader’.  And I think he has a point.  Good writers read – and write – one word at a time, one phrase at a time.  

Whether they are writing a brief briefing note or a major report, good writers do their best to ensure that their readers want to read every single word.  And that usually means allocating a bit more time to your writing.  

Do that, and there is a very good chance that your reader will allocate a bit more time to their reading. - Jack Scrivano

 

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Thanks, Mr Vonnegut

I had heard of Kurt Vonnegut.  It was difficult not to have heard of him.  I had also heard of several of his books.  I had just not got around to reading any of them.

So when, more than 20 years ago, I walked into a shop selling discounted books and saw Wampeters, Foma & Granfalloons, a collection of Vonnegut’s opinion pieces, being offered at half price, it seemed as good a place as any to begin my acquaintance with the man then billed as ‘one of America’s most important contemporary novelists’.

Why I didn’t start reading Wampeters at the beginning, I don’t recall.  But I didn’t.  I started at page 53.  And so the first Kurt Vonnegut words I ever read were: 

‘You can’t teach people to write well.  Writing well is something that God lets you do or declines to let you do.  Most bright people know that.’ 

As far as Mr Vonnegut was concerned, courses and conferences that purported to teach people how to write well were ‘harmless’.  But they were also ‘shmoos’.  Shmoos was not a word that I knew.  But it didn’t sound complimentary. 

And I had a problem.  You see, when I stopped off at the bookshop, I was on my way to   Cambridge to attend a creative writing conference. 

Gee, thanks, Kurt.  Could you not have mentioned all this shmoos business before I paid the non-refundable fee?

Mind you, by the end of the four-day event, I found myself agreeing with pretty much everything Vonnegut had said.  Pretty much.  I also found myself writing pretty much the way Vonnegut was writing at the time.  Pretty much. 

I guess his no-nonsense tell-it-like-it-is approach was pretty infectious.  Perhaps very infectious.  At the Cambridge Creative Writing Conference, it was also very rare.  One of the instructors praised my ‘stripped down style’.  She said it was ‘clean’.  But she wasn’t sure that it was ‘commercial’.  I remember the woman making little bunny ear signs in the air when she said commercial.  And I wondered if Mr Vonnegut realised that his simple style was not ‘commercial’. 

I have now owned my copy of Wampeters for about 25 years.  And I’ve probably read it – from cover to cover – at least once during every one of those years.   It’s still very readable.  And it still reminds me that there is nothing wrong with keeping it simple. 

Thanks, Mr Vonnegut.

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Plain English on the campaign trail

Outside KiwiStreet’s front door, ‘tis now, officially, the season to be electioneering.

Up and down the motu, would-be Members of Parliament are scrambling to put their digitally-enhanced mug shots in front of us. They are also rehearsing their promises-writ-large – promises they probably hope they will never have to keep.

‘Vote Smith for a Better Tomorrow.’

And do I get a guarantee with that, Smithy?

Candidate Smith cycles through his box of carefully-learned facial expressions, pausing briefly on warmly-empathetic-with-not-a-hint-of-condescension.

‘My word is my bond. Depend, on me, on the Party. Working, tirelessly, moving forward. Reaching out, forging new agendas for a new era. A new reality. Difficult times, to be sure. No denying. Difficult conditions. Unforeseen circumstances. Perhaps even just around the corner.

‘If I may quote The Right Honourable Tony Blair:

“Crime, immigration, security, because of the emotions inevitably raised, the headlines that scream, the multiplicity of the problems, we desperately, urgently, need a rational debate from first principles.” *

I’ll take that as a no then, Smithy.

Actually, I do have a certain sympathy for today’s politicians. There are so many problems; so few credible solutions. And even where there is a credible solution, there is unlikely to be either the time or money to implement the solution properly.

But the politician’s cause is not helped by flabby speak.

Add to this the rise and rise of 24/7 media, and news-as-entertainment, and it’s understandable that many voters have little or no idea of what politicians are promising. Indeed, it seems there may already be a substantial group of electors who have simply closed their ears, preferring instead to make their choices on appearances alone.

For the small handful of poll-topping candidates who come across as ‘good company at a BBQ’, the beauty parade approach seems to be working out surprisingly well. But there are another three or four hundred candidates for whom that strategy is a non-starter. And I think what these other boys and girls need is a crash course in plain English.

With plain English, they can say what they need to say with clarity. And they can say it with brevity. And, if that’s not enough, plain English will help them express dependability in a way that flabby speak never can. – Jack Scrivano

* Tony Blair, 22 June, 2006

 

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