Take the “HUH?” out of your newsletter writing

Posted by on Sep 29, 2011 in Blog, Communication, Editing, Marketing | 0 comments

Conveying a message clearly – and projecting an image of competence – takes time and effort.

It’s been said that there really isn’t any great writing – but great re-writing. From experience, I can tell you that smacks of truth just like water is wet.

Re-reading, proofreading, rewriting, editing – whatever you call it – is the lifeblood of good communication. Once bitten by typos, spelling errors or unclear statements, you realize how much better your message could have been said if only … By then, it’s too late. It’s like tripping with the wedding cake – your misstep is splattered all over the floor for everyone to see.

A well-written and polished newsletter can give your customers a glimpse into your work ethic.

I subscribed to a newsletter from a well-respected business owner. I received the first one and started reading it. It didn’t take long and it was dropped it into the trash can.

However, it stuck with me – not because of the message – but because I had been disappointed. I had expected something more polished and professional. This was coming from a businessman who people aspired to be like. I wondered how quickly others dismissed the value this person and his business could bring them because of the writing – or more likely – the lack of editing.

I heard myself saying, “HUH?” in my head over and over as I tried to decipher the meaning and get past the image of the person and business that was diminishing word-by-word.

One example that just stumped me:

No matter how mundane your business may be, MARKETING can make it a BIG DEAL, and you must, because that’s what people want.

Huh??

In a second reading, I found value in what he was attempting to say. That could easily have been lost if I had not retrieved the newsletter from the round file. The presentation of the message completely masked the meaning for me – and probably costs him more than he realizes. It could cost him respect, credibility – and customers.

Just like the old “dress for success” line, communications should be “dressed for success” too – especially if you want your business to grow.

Just think about it

Leave a Reply

Your email address will not be published. Required fields are marked *