1. The goal is not clarity but effective communication. Writing that works. What does the reader need to know so they can take action in the way you want them to?
2. Beware of “smart talk” which is unnecessarily complicated or abstract or both.
3. Before writing, put down what you want the reader to do, next the three most important things the reader needs to understand to take that action. Then start to write.
4. Once you’ve decided what to say, come right out and say it. Mumbles command less attention than people who speak up. When you say something, make sure you have said it.
5. When you write anything longer than a few paragraphs, start by telling the reader where you are going.
6. Make an outline, use your outline to help your reader, number and underline section headings, summarize.
7. Use short words and short sentences.
8. Active verbs add energy to your writing. Good writers use the active voice. Active voice makes it more personal, a human being talking rather than an institution. Passive voice hides who is speaking, active voice reveals it.
9. Use vigorous adjectives and adverbs that sharpen your point.
10. Write the way you talk. Except if you talk in jargon.
11. Be specific. If possible use numbers to communicate scale.
12. Be direct. Use simple, declarative sentences. Churchill could have said “the situation in regard to France is very serious.” What he said instead was “The news from France is bad.”
13. Strike out words you don’t need. Instead of “in the event of,” say “if”.
14. Don’t write like a lawyer of bureaucrat. If you find yourself writing this way, ask yourself how you would say it to your reader if you were talking to them face to face. Err on being too casual then adjust.
15. A good start in breaking out of bureaucratese is to banish from your writing unnecessary Latin. For example, “re:”
16. Keep in mind what your reader doesn’t know. Never expect people to read your mind as well as your letter or paper.
17. Don’t be pretentious. “The optics of the plan” instead of “how the plan will look”. This style of talk is generally heard among middle managers, welcome from those who have risen to the top who are less interested in impressing people than in clear communications and getting things done.
18. When writing email, cut ruthlessly to get to the essence. Anything over one screen risks not being read. Take out 50% of what you’ve written and you’ll be amazed how your points leap out. Make it brief but complete — “meaty, concise, and to the point”
19. Avoid email tag. Some emails are too short in the sense that it doesn’t provide context which causes the reader to ask for clarification. If you expect a response, set a deadline so it’s not at the reader’s inclination which may be never.
20. Set the right tone. Good places to set them: subject line, beginning or ending salutation.
21. When writing a report: draw conclusions from what you saw or heard, specify how certain you feel about your conclusions. Some will be beyond question, others speculative. Tell your reader which is which.
22. When writing letters, your first sentence should perform the function of a title. Your reader wants to know at once what the letter is about.
23. Letters that ask for something. Say what you want right away, explain why, then say thanks. Don’t start by explaining why you want it or expressing your appreciation. Your reader won’t be interested in either before you reveal what you are asking for.
24. For presentations: Be direct about what your data saying. Instead of “Why Acme?” say “Our edge is service.”
25. Read every word on the screen to the audience, then expound. It’s not unnecessary. Your audience will read it anyway. If what you say doesn’t match what they’re reading, they will be confused. If your style is to ad lib, use key words or phrases instead of sentences.
26. Face the audience when you present.
27. Involve the audience. Use visual devices to present dry information. Invite your audience to answer questions before revealing the answer. Add something unexpected - a tape recording, etc.
28. Edit, Reorganize, Revise, Rehearse. Go through your presentation at least twice.
29. On speeches: Start by figuring out what single point you want your audience to take away. Then start writing.
30. Think about addressing one individual rather than a faceless audience. Think of it as a conversation with a friend.
31. Cross out the first several paragraphs. Your opening is usually halfway down the page.
32. Good speeches alway express a strongly held personal point of view. Ideas you believe in make good speeches. Start with a single point you want your audience to take away then conclude with a memorable way to cement it.
33. No speech was ever too short. Most good talks take less than 20 minutes.
34. Rehearse so you know it by heart so you sound more spontaneous and more confident. Confidence and presence is what sets a memorable speaker apart from the ordinary one.
35. Take the traumatic step of seeing yourself on videotape. An illuminating teacher.
36. The goal of plans are reports is: Action. A plan starts with a clear statement of purpose.
37. Present foundational facts ending in a conclusion. Doing otherwise is leaving your reader with information that, like a Mexican pyramid, doesn’t come to a point.
38. The point of a report is to report what is actually happening and what you think should be done about it.
39. Start a report by: Stating the purpose and why anybody should care.
40. Annual Reports. Write with a specific reader in mind. Buffett says, “I pretend that I’m writing to my sister. I have no trouble picturing them: Though highly intelligent, they are not experts in accounting or finance. They will understand plain English but jargon may puzzle them.
41. Henry Kissinger used to say that State Department memos commonly offer three options: The first leads to nuclear war, the second leads to surrender, the third is what they want you to choose.
42. Think of it as selling, not presenting. Just laying out your views is not enough. You must marshall for logic and passion behind your facts.
43. Tell people where you are going. In the first paragraph, establish both subject and scope.
44. Executive summaries: Include all main points, a sentence or two for each, then let the full document fill in the details.
45. Recommend up front. Then lay out specific reasons in support.
46. But remember, a chain of specifics is no stronger than its weakest link.
47. Proposals and Grants. Make it urgent. “You can make the difference” is one way to get to a “yes.”
48. Create a sense of urgency when asking for money.
49. Resumes. It’s important for your reader to know how far you moved the rock, not how much time you spent pushing it.
50. Write for the eye as well as the mind. Make it easy to read by using headings, breaking up paragraphs, numbering and so on.
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