Which means they must be used wisely, at the right dose, and targeted to your audience. Helping you inject the most powerful words into your communications is what a good writer does best.
Let’s talk about that project that’s been sitting on your to-do list. It could be updating the company website, planning a content marketing campaign or writing a thank-you letter to the team. You could always write the copy yourself. You know the brief and besides, it’s not like writing is rocket science or even graphic design – both of which would obviously require a professional. That kind of thinking is why so many communications arrive late, lack focus or fail to provide an intelligible message.
Here are 5 reasons why you should consider hiring a professional writer for your next communications project.
I’ve got my thinking cap on now.
This is not a scan of my brain, but it could be.
An MRI of my brain would likely show less activity while processing language than the brain of someone who only speaks English. That is because bilingual brains are fitter – requiring less effort to process words than a monolingual.
Several recent studies also support the multiple cognitive benefits of bilingualism, including the ability to tune out extraneous noise, flexible ways of thinking and, possibly, protection against Alzheimer’s disease.
I did not know any of these things when I began learning French, some 30 years ago, at the Alliance Française in Paris. All I knew back then was that it seemed like a Herculean effort, an impossible task. How could I ever be expected to remember the complex rules for conjugating French verbs, the gender of various objects, not to mention the vocabulary you needed just to get by in day-to-day life?
It’s amazing what the human brain is capable of. The mental gymnastics paid off. Now I can do just about anything in French without really thinking about it, although I still struggle with numbers and have a hard time speaking to dogs and small children in that language.
Along the way, I discovered there are surprising benefits to being bilingual. Here are 5 things I’ve learned:
I am a writer. Ever since I was old enough to hold a pen, I’ve used it to put my thoughts on paper. From telling stories to selling widgets — you name it, I’ve written it.
As a writer who has honed her skills on just about every form of the art, I didn’t expect to learn much about the craft of writing from blogging. I was wrong. Since starting a personal blog in January 2013, my writing has improved immensely. Here’s what I’ve learned:
Blogging is a form of writing that requires a specific focus and edge. It is not enough to have something to say: sharing useful information with your audience is necessary but far from sufficient. You also need to share your personal point of view. Even if you are an expert in a particular field or niche, you need to get your point across in a voice that is uniquely yours.
When it comes to grabbing attention online, we are all competing with cats. That is a fact that you are entitled to find offensive – but it’s a reality of the world wide web. Cats are the consummate content marketers. They manage to steal attention away from topics far more worthy of our time. They can upstage even the most sophisticated marketing launch. So how do they do it?
Here are 5 things about content we can learn from cats.
Additional links you may find helpful:
Bonus: Here’s a real life example of what we are up against. Why I am showing you this? Guess I’m a cat at heart.
No matter what your position on the issue – whether or not the satirists at Charlie Hebdo were right in publishing caricatures of the Muslim prophet – the outcome of their editorial choices cannot be ignored. Extremism and satire make strange bedfellows.
In my view there are 5 key thoughts for communicators to take away:
Unless you’ve been living under a rock, you can’t have missed the fact that storytelling is making headlines:
Harness the power of storytelling!
How to use story to improve customer buy-in!
Top storytelling techniques to build your business!
If you’re like me, you’ve wondered: why is it suddenly okay to tell stories?
As a child, storytelling was frowned upon – unless it happened in the library, where you sat in strict silence, listening to an adult read a book. Or when you wrote a story as an assignment for English class. Telling stories was quite another matter.
“Somebody’s been telling tales out of school!” I remember being told when I ratted out one of my siblings. Being a tell-tale was not cool. Also heard: “That’s a tall tale if I ever heard one.” “Somebody has an active imagination!” (Not necessarily a good thing, judging by the looks exchanged between adults). The message? It was a short step from telling stories to perjury, prison and life as a hardened criminal.
So when did storytelling become acceptable? As an advertising copywriter back in the 1980s, any attempt to bring story to copy was tough. Long copy had gone out with David Ogilvy. Splashy art direction with short headlines ruled the day. As far as the marketers were concerned, the product was the hero of any ad; in retail it was often the price point itself. The consumer was the target market, the audience, and if he got involved at all he was often portrayed as the chump.
We all do it: say ‘leverage’ when we mean use, talk about ‘granularity’ instead of detail, refer to deliverables, low-hanging fruit, moving targets, key learnings. But what about the more serious culprits? Where we use euphemisms like ‘headcount’ for people, ‘change management’ to suggest restructuring – which is not to say downsizing, efficiencies, or heaven forbid, job cuts.
It can be tough to avoid using buzzwords and jargon in the world of corporate communication. Part of our job in PR is getting tough messages out on behalf of our bosses and clients. And after all, a good catch phrase or a cliché can get an idea across faster than trying to invent something new. Can’t it? read more
After a two-week strike by pilots that left both passengers and crew on the tarmac, Air France KLM is fighting hard to regain lost ground. But in the long haul, it will take more than a letter of apology to win back customers
I’ve been flying between France and Canada for over twenty years. We usually travel back to Toronto at least once a year to visit family and friends. Several years ago we decided not to fly Air France anymore – it’s just too risky.
I’m not talking about safety – although the article in the October 2014 edition of Vanity Fair on the ill-fated flight from Rio to Paris isn’t exactly reassuring. The fact is Air France is just as safe as any of the world’s major airlines. And statistically, air travel is still the safest form of transportation.
It’s the risk of a strike that holds us back. Especially as we often travel around Christmas or during the summer holidays: prime strike season in France. And we are not alone in avoiding the national airline, especially since the latest round of cancellations.
It’s one thing to lose your luggage, even keep you waiting. Passengers are fairly understanding of delays caused by technical problems. It’s all in how it’s handled. And that almost always comes down to communication. read more