Does your writing cut the mustard?

Earning a journalism degree was one of the best decisions I ever made.  Learning how to communicate effectively through written word has served every area of my life.  To keep my skills sharp, I am an avid reader of Copyblogger and Pro Copy Tips.  Some recent posts on both of these blogs reminded me of some of the most important writing tips that will help you kick your writing up a notch.  Let’s explore:

• Have something to say – Do you have solid news to communicate or are you trying to make something out of nothing?  People see through the latter.  Better to hold off and wait until you have something juicy that will serve your reader rather than bombarding them with fluff.

 

• Plan your writing – Let me repeat…PLAN YOUR WRITING.  Insert a brief bulleted outline at the top of the document that lists the points you want to cover and the order they should follow.  Then, start writing, referring to the outline as needed. Trust me, this simple action will keep your writing organized and on topic.  (For more details on this process, see my post from August 2009)

 

• Write for your audience – It’s not about you; it’s about your reader.  What do they want, need, care about and value?  THAT’s what your writing needs to address.  Put yourself in their shoes.  What do they gain by reading your brochure, press release or Web site?  Have you provided them with knowledge and insight that is going to make them seek you out for more information?  Have you given them a clear call to action to immediately follow?

 

• Be specific – Be descriptive in your writing.  Take the time to punch up a dull sentence (i.e., “The garden is filled with bright flowers.”) with something that really paints a picture for your reader (i.e., “The garden bloomed with peach roses, red tulips and giant sunflowers.”).  Also,   avoid lazy adjectives such as “very.”  They don’t add anything to your writing.

 

• Use active voice – Can’t stress this one enough.  Follow the traditional subject-verb-object structure for strong writing.  Example … The boy (subject) tossed (verb) the ball (object). People often fall prey to passive voice … The ball (object) was tossed (verb) by the boy (subject).

 

• Edit and edit some more – Seth Godin made a statement in a recent blog post that struck me…people like to be done!  Are you being repetitive or rambling in your piece?  If so, edit.  Just because you can write more doesn’t mean you should.  Cut to the chase, and your readers will thank you.

There are tons of additional writing tips, and I hope to share more in the future.  But, if you can follow these few rules, your writing will improve dramatically.  Good luck!

Brooke Crawford, Senior Editor at Griffin Communications Group

Corporate culture is the key to your company’s success and viability

As a business owner, I am responsible for the bottom-line of my company.  The buck stops with me in ensuring current clients are happy and that new business comes through the door.  But, another very important part of my job is establishing a corporate culture in which my employees can thrive.  In fact, if our corporate culture suffers, essentially, so does the business.

Alicia Marie Fruin, a business coach based in Austin, Texas and owner of PeopleBiz, Inc., defines corporate culture as “the personality of the organization … the assumptions, values, norms and tangible signs of organization members and their behaviors.”

It might be difficult to put into words, but you know corporate culture when you experience it.  When you walk into an office, you can tell within minutes if it’s a place where passion and creativity reign or where stress and angst hold court.  It’s a sense you get from the employees.  That’s corporate culture.

At Griffin Communications Group, we’ve worked hard over the years to establish a strong, positive internal culture.  To us, it’s about support, collaboration and creativity, while taking responsibility for efficiency and profitability and delivering results to our clients. 

So, how did we do it?  We first established our values as a service-based entity:

• To be the best, not the biggest
• To be on the leading edge of our industry
• To surround ourselves with a strong base of industry specific clients who value our work and services
• To provide honest, timely and valuable counsel and services to our clients (i.e., shoot straight, be direct)
• To inspire our employees and offer them a quality work environment to assure we maintain the best talent in the industry
• To be an excellent corporate citizen in our community and the industries we serve

Then, we outlined some guiding principles:

• Reciprocity
• Generosity — we give and don’t keep score
• People before profit
• Making a difference
• Integrity

Our staff is encouraged to reference these values and guiding principles at least once a month.  The effort has made a difference.   Employees often cite how much they like our work environment.  Clients see how our culture drives positive results for them.  It’s a win-win for everyone.

So, how does your corporate culture look right now?  Is there a need for a tune-up?  Heed my advice and invest the time to make your internal culture what you want it to be.  Remember, that this process takes time.  We began more than five years ago and are still fine-tuning.  It’s a long-haul effort, but one that will set you on the path for greater success. 

(And one last note – as you make your culture change, I encourage you to read the “Eight Steps For Leading Change” by Harvard Business School Professor John P. Kotter.  Follow his guidance, and making your internal change stick will be easier than you thought!)

Good luck!

Gwen Griffin, President & CEO