We are often encouraged to write just like we speak. But written English
and spoken English are not the same-and the differences are important when
writing for your business.
Spoken English is less formal than written English. When we speak,
we compose sentences "on the fly" so we often make mistakes. Often we'll
use a wrong word or get halfway into a sentence and suddenly realize that
that was not what we really wanted to say-so we pause, and change our direction
or topic. If you've ever tape recorded someone speaking, then played the
tape back and typed what was said word for word (a process called transcribing)
you'll know what I mean. Spoken English, transcribed literally, is gibberish.
When we have conversations with our friends, spoken errors are politely
overlooked or, if someone gets caught saying something really silly, we
have a laugh over it. Years ago the Reverend Spooner made so many spoken
errors that the term "Spoonerism came into being. He'd often transpose
sounds so that the words came out funny. For instance, he might order a
"chilled grease sandwich" instead of a "grilled cheese."
Spoken English is sloppy. Sometimes we say things incorrectly
because it's the "in" thing to do. "Ask me about that" should be "Ask me
about that. " "Fine out about my important products" really means "Find
Out about my important products. " If you write the way you speak, you
are likely to put things like this into print. (I've received flyers containing
all of these errors.) And if You do that, people will think you're an illiterate
fool.
In spoken English, your listeners can interrupt to ask You to clarify
something they've misunderstood. In print, you don't have that luxury.
You must write clearly and in a way that is understood by all of your readers.
Written English requires more care than spoken English.
Contrary to popular teaching, you shouldn't write as you speak ... unless
you speak well. You see, when you prepare written copy for your ads, flyers,
business letters, magazine articles, and so on, you have more time to organize
your thoughts than you do when you're talking. Consequently, your readers
expect you to use that time to review what you've written, clean up the
language, and clarify the sentences that may be confusing.
If you write for your business (and everyone does) you must learn to
use "Standard English." That's the English that professional news announcers
use. Listen to the national evening news, or tune in CNN. Listen to the
way they use our language.
Avoid regional dialects and expressions in Your business writing.
They may work fine for a local audience, but in business, Your words may
be read by potential customers all over the United States and maybe all
over the world. While visiting some relatives in Southern Ohio a store
clerk asked me: "You want a sack for that?" Here in Rochester, New York
we would have said, "Would you like a bag for that?" I knew what she meant,
but it sounded peculiar to my ears. Become sensitive to regionalisms and
use them appropriately.
Use complete sentences. Your sentences needn't be long, but they should
be complete. Not like this one. I know incomplete sentences are used by
large advertising agencies, but it's a fad that's too cute to last. Besides,
people may Misunderstand and think you're unable to write well. Complete
sentences will always be in style.
Spell correctly. I cannot tell you how many times I've received
sales literature from people promoting "Stationary and Printing." Unfortunately
(for them) that should be Stationery. (To help you remember, the E in stationery
stands for "envelopes" and the A in stationary stands for "anchors." Things
that are stationary are set firmly in place.) My response to ads like this
is "If You can't even spell it, Why Should I buy it?"
Use proper punctuation. Punctuation is not visible in spoken
English so we must actually learn how to punctuate. Most people put commas
in the wrong places and don't know when to use an apostrophe for making
plurals, plural possessives, and so on. One cure for this kind of ignorance
is to get a decent book and look things up just as you'd use a dictionary
to look up spelling. Most book stores stock "The Chicago Manual of Style"
which has more good advice on punctuation than you ever believed existed.
Another cure is to hire an editor.
One exclamation point will do! Using two or three highlights your punctuation
ignorance level. And don't overdo your use of all caps. On the internet,
all caps is the equivalent of shouting. In print, it is much harder to
read than mixed capitals and lower case letters.
Don't abbreviate when it is unnecessary to do so. Spell out words
so that there is no misunderstanding. Save abbreviations for use in fori-ns
with tight columns. Does "$3.99/min." mean minimum or per minute?
State prices correctly. I can always tell when someone slept
through math class when they make a sign for their shop window that says
"SALE! Widgets .50-cents each!" You see, that means each widget costs
one-half cent each. Placing the decimal point to the left of the five changes
the five's value to five tenths (of a cent). But you already knew that.
Writing well makes your business look good and helps build customer
confidence. After all, your mail order customers only know you through
your ads and flyers-your words in print. If those words are not believable,
well written, and persuasive, you haven't got a chance.
(Learn more about getting your words into print. "Edit Your Own Business
Writing" is available from Communication Services SBA (210 Glen Ellyn Way,
Rochester, NY 14618-1617) for $5.00, postpaid)
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