Successful writers know that their writing style is what makes others want to read what they write. They also understand they have to write to their audience in order to be successful. Corporate communications experts also understand the importance in communicating to their employees but, equally important is the message sent to those outside of the corporate circle.
Every company, large and small, has certain terms they use in their business that makes sense to them. Acronyms and key phrases are a part of their internal communications and many times, when dealing with the public, the same terms are used, mostly out of habit. Unfortunately, those not employed by the company will have no idea what you’re talking about.
For example, when addressing a group of retailers, the term NRPL (pronounced nerpul and meaning something is non-replenishable) may be acceptable to describe a merchandise item the company can no longer buy to sell to their customers. However, use that term on the general public and the deer-in-the-headlights look is sure to follow.
Successful communicators understand the difference between proper English and dealing with their audience. There are some rules in grammar that simply do not work in the real world. When writing spell check and grammar check are useful tools, but often leaves the reader wondering what you’re trying to say. For example, never ending a sentence with a preposition is one of the hard, fast rules of English. However, since most people do not talk like that, using phrases the general public understands will make the work more understandable.
Some of the best writers tell their stories just like that…they are telling a story and if they write like they talk their readers will be more in tune to what they are trying to say. Think back to some of the best books you have read. Consider why you are a fan of certain writers and then consider your own writing skills. Do you talk to your prospective readers or do you use phrases that you understand and expect others to understand as well?
It is also important to understand the level at which your audience reads. Many years ago, when working as a newspaper editor, our publication had the mantra that our articles had to be written to a reading level of ninth graders. When talking to editors of other newspapers, some were on the level of seventh grade and others somewhat higher. However, the most successful writers were of the opinion that writing like they talk was the best way to reach their audience.
If you have ever read an article and thought to yourself ‘no one talks like that,’ then you know what I mean. Using words that require the reader to pull out a dictionary doesn’t necessarily make you look smart. It may make you seem pretentious and out of touch with your audience. This is also true when speaking to the public. Many forums are such that there will be members in the audience from different industries and backgrounds. Speaking in a language that can be easily understood by everyone will make your message better received.
