On Podcast Episode 2.28 of Inside PR, the question was asked: What would you change in your career and why?

In considering this question, it seemed to me more important to look at what I’ve learned in my career. Looking back is good. Looking back and regretting what you’ve done seems to be a wasted task. I have had a varied career and learned valuable lessons in every job I’ve had, and every iteration of my own business.

In university, I learned to learn. I graduated with a general arts degree couple with an enthusiasm to learn. Since then, I have listened to bosses, colleagues, clients, occasionally  (actually frequently) my husband and my children. I have learned from all of them. Seminars and professional development sessions have taught me specific skills that I can use in my business and life.

When I ran my editorial services company (before email and internet) I learned

• how to nurture good clients
• the importance of networking
• editing and proofreading skills
• about deadbeat clients
• how to fire a client
• that bookkeeping is NOT my strength

When I worked in corporate communications, I learned about

• planning
• tracking ROI
• internal communications
• newsletter writing
• media release writing
• tradeshow marketing
• presentation training
• media relations
• developing relationships with key players

Now that I am running my own B2B writing services business, all these lessons and knowledge are helping me to develop my business.

Learning is a continuous process; some lessons we learn more easily. Would I change anything along the way? I don’t think so. I now have my own version of an MBA, Managing Business Alone certification and my PhD, Positive honest, and Determined qualification.

Wishing I could change, is something I choose not to dwell on. I prefer to look at the positive; look ahead and keep learning.

As we get closer to Remembrance Day, our newspapers are filled with stories about young veterans who have returned to Canada with horrific injuries. The war in Afghanistan has been devastating in so many ways for so many people. We need to care for and remember those who have served and those who died in service for our country.

I have vivid childhood memories of standing, as my toes grew numb, at the cenotaph during Remembrance Day services. The November winds, sometimes with snow, whipped around us as the proud veterans and the local militia marched accompanied by their pipe band. Adult men with tears streaming down their faces was the norm. In retrospect, I realize that it was only a only decade since the end of the WW II. Those veterans had very fresh memories of war and lost comrades. At the time, I understood we were to remember and be thankful that we are free thanks to their efforts.

Time gives perspective

After I became an adult, I came to understand the sacrifices that so many people made for us. My own parents were an example. Now that they are both gone, it is on Remembrance Day that I especially think of them.

My parents met during their university days in Princeton, NJ. They married in November 1938 and had just started their life together when Canada declared war. My father was a clergyman and he and my mother were serving a rural parish in Quebec. He felt called to serve as a chaplain. As a result, he enlisted in the army in the fall of 1939. Following basic training in Toronto, he was posted in Gander, Newfoundland (under canvas) for the winter of 1939 and then shipped overseas, not to return until the end of the war. Five long years my American born mother waited in Canada, which to her was still a foreign country. Her country (USA) was not yet at war.

Five long years

During my father’s time overseas (in those days Newfoundland was considered overseas), and especially during the Battle of the Atlantic there were major disruptions in communications. This meant that countless letters were lost at sea. For a period of over a year, my mother heard nothing from him; she did not know where he was … no TV, only radio news, no email, no overseas phone calls, no Skype, no Facebook. Today we rely on these ways to keep in touch with family members who are far away. Our soldiers today serve shorter tours and do have ways to keep in touch with home. During those five years of WW II there was a period of a whole year when my mother heard nothing – no news of where her husband was – in a hospital, on the battlefield, in the POW camp?

Newsreels at the movies

One night she went to the movie theatre and the newsreel showed the aftermath of a battle scene and a chaplain, my dad, conducting a funeral service for several of his comrades. That was the first confirmation she had that he was alive and not a prisoner of war. Many years later, at a funeral where the casket was bronze lined and made of polished rosewood or mahogany, my father was heard to say, “I have buried many a good man wrapped in a grey blanket.”

My dad, rarely, if ever talked about his time overseas. He came home, re-kindled his marriage, raised a long-awaited family and served various parishes in eastern Canada. Many of his comrades came home to find different circumstances and challenges. More than 42,000 did not come home at all. When we remember, we need to remember those who died, and those who also served and continued to serve their communities after the war. Now, more than sixty years since the end of WWII many of those veterans who returned to Canada have now died after making significant contributions to our country.

At the going down of the sun and in the morning
We will remember them.
We will remember them.

Yesterday I was supposed to host a lunch meeting of the outgoing and incoming executive of the Halton Peel Communications Association. When we set the date six weeks ago it seemed like the right thing to do. Everyone would be just back or just going on holidays. We are all sole proprietors, entrepreneurs involved in communications of some sort. We can take some time for a lunch while we budget for our new year of activities for the association. There would be some networking, budgeting, eating and some fun.

The yard at my house is boasting a new patio. Yesterday the weather was great for a meeting -al fresco. Several hearty summer salads and fresh fruit and berries were ready for munching. Summer is usually slow anyway, right?

Wrong. The meeting never happened. We had to postpone it. One after another, messages were exchanged “sorry got a paying gig,” “business has been flat, but a former client called and wants a meeting today,” “I’m up against a wall here.” The night before I landed another large project and I began to think that I should be working instead of hosting this meeting. So we postponed the meeting due to work commitments of our members.

If the executive of HPCA is an indicator, business is on the upswing and there won’t be many lazy days this summer. We are all busy. We know our priorities. Volunteer activities have to get bumped occasionally. We’ve rescheduled the meeting. The leftovers – that’s another story. They will get eaten eventually but I drew the line at couscous salad for breakfast.

Recently I attended some seminars at the MagNet Conference. I was there to learn from seasoned industry professionals, but sitting at seminars is no longer a familiar activity for me. Sitting in front of my computer screen, interviewing clients on the phone, attending networking events is the norm for me. This experience reminded me of the importance of listening as a communication tool.

At  seminars, business meetings, or dinner conversations, communication needs to be two-way. During my university days, I  had to take notes to get anything out of a lecture. Without the notes, everything just went over my head, or in one ear and out the other. Math just bounced off, no matter what I did! I did graduate so I guess the note taking worked. By paraphrasing what I heard, I could distill the important information. This process enabled me to understand concepts.

Sue Horner recently blogged about the IABC world conference in Toronto. She told me notetaking helps to keep her focused on the topic. She obviously took great notes. Thanks Sue for your sharing your experience at the conference.

While sitting with 50 or more participants facing a speaker, I was taking notes. Yes, there were handouts, but I needed to distill the information in my own way. I had to take some action; make a concerted effort to process what I was hearing.

Making eye contact with the presenter and responding to what was being said helped me become more engaged and focused on the topic. As a presenter, I always appreciate it when the audience indicates they are at least hearing what I am saying. This two-way communication inspires the presenter and engages the audience. At one session my response started with a nod of my head, grew to a smile and then outright laughter when Dorothea Helms explained that she uses a headset when on the phone and types notes while interviewing subject matter experts.  She said, “I’d rather have every one of my body parts pierced before I would transcribe a tape.” (I know what she means. My preference is to take notes and tape record interviews. I keep the digital tape file for reference to get exact quotes if necessary.) My point is that you need to be engaged in the topic and participate in some active way to listen effectively.

As a business writer, I must listen to learn about my customers and their business. Sometimes it is hard for businesses to write effective content for their web sites because they fail to see their business from their customers’ eyes. We all need to listen to our customers to communicate.

Steven Covey says in The Seven Habits of Highly Effective People, empathic listening means, “listening with the intent to understand…seeking first to understand.” Covey insists “empathic listening involves more than registering, reflecting, or even understanding the words that are said… You listen with ears, but you also, and more importantly, you listen with your eyes and with your heart.” In the field of corporate communications listening must be more than a skill.

Listening is communicating. Are you a good listener? Check out an online test of your listening skills. How can you improve the way you listen to clients, colleagues, friends and family?

Satisfied customers can do great things for your business. Does your web site content include testimonials? Posting a well-written testimonial story on your website can influence potential buyers. Testimonial stories should quote your customers and demonstrate how you solved a problem or provided a service in a timely and efficient manner. By using stories in this way your potential buyers can see that you have an understanding of issues that they also face. You can add substance to the stories by adding photos of installations or video interviews with customers. Of course, it’s always nice to have testimonials from customers with big names that are recognizable in your industry.

Here at our house we recently had dealings with a young landscaping contractor. He is really nice guy (let’s call him Tommy) and he seemed to understand exactly what we wanted to have done.  In looking at his web site, I thought it needed a little help but he seemed to know what he was talking about when it came to patio stones and decks. I was thinking that after he had finished the work to our satisfaction, I could write a testimonial story that he could put on his web site. Satisfied customers are the best recommendation you can get.

After doing our homework on three contractors, we got quotes and checked references. We hired a Tommy’s Landscaping to build a small deck and patio, and to rebuild an old patio and walkway. It is a LONG story.

Just think what this story might have looked liked.

Tommy’s Landscaping team showed up on time and started in immediately cutting the sod for the new patio. In no time, they were levelling the gravel and started laying the new pavers. They re-graded the bed for the old patio to ensure there were no low spots and to make it slope away from the house. They were careful not to disturb the buried PVC water pipe and took special care of our flower beds and grass. We love the new deck and the patio. Tommy’s team cleaned up the property when they were finished so it looked undisturbed. Best of all, we were able to use the patio on the holiday weekend, as planned.

That’s the story I wanted to write, but Tommy’s Landscaping will not get a testimonial from us. I am now convinced that the references that we called must have been the contractor’s brother and sister.

He did not communicate to his team what was to do be done. His workers were unskilled and untrained. His carpenter did not know how to measure nor did he know how to cut a board straight. I will give him credit. He willingly sent his team back four times to fix, repair, and redo work that was not acceptable. We are left to repair a buried the PVC hose connection that was nicked by a shovel in (so far) three places!

How do you use testimonials and recommendations in your business? Do you ask your customers to write testimonials for you?

Is it a lever, a button, a knob, a handle, a toggle, or a switch? Do you pull it; push it; press it; activate it? Does it matter? When I was editing an instruction manual, I found all these terms: turn the knob, activate the switch, pull the lever, and flip the toggle. In an attempt to be even more creative, the writer then instructed the reader to “push the handle.” Facing a control panel with multiple buttons, I was confused. No doubt, a first-time operator would be looking for six different locations to perform each of these tasks. I talked to the equipment designer and determined that each of these instructions referred to the identical action using the same switch.

Consistency is essential to writing clear instructions. You just confuse the issue by changing the words. Sometimes we are just not aware that we are creating the confusion. The instruction may have been clear to the designer but an operator would have been stymied!  Here are some suggestions for improving instruction manuals. These principles have broader applications too. Keep them in mind for product literature, sales presentations and web content.

Set up a naming system. For technical products, it is a common practice to establish nomenclature for the product. This is simply a system of assigning names. Manuals often include a diagram or schematic that illustrates each component of the machine. Once you have a list of names and definitions, then it’s essential to use the names consistently. This is not the time to get creative. Repetition is important. Use the same set of words to describe the same action, every time.

Translators who work on your instructions will thank you for your consistent use of the vocabulary.

Writing a style guide or glossary of terms can provide a useful foundation for branding your marketing material and website content. By using this tool, you can ensure that you present your products and services in a consistent way so that your customers learn to use your branding style and vocabulary. The same terminology should be used in your spec sheets and your sales presentations to reinforce your brand. Ensure that everyone in your organization refers to the product by its appropriate and approved name.

Use the active voice. This is especially important for instruction manuals and is a key feature of successful business writing.

Instructions tell the operator what to do. “The switch should then be activated” uses the passive voice and uses 35 characters. It is weak, indirect and uses more words than necessary.

“Turn on the switch,” uses the active voice. It is more direct and compelling and uses only 18 characters.

Put first things first. On this same project, there was a list of eight sequential instructions. This is the way it should be. Each action logically follows in sequence from beginning to end. But wait a minute, at the very end of the list it says, “Before you start Step 1, ensure that you …”  To avoid confusion, and in some cases serious injury put first things first. It is unrealistic to expect the operator to read all the instructions before he starts Step 1.

Know your audience

When you have a really clear picture of your customer, end user, or reader you will know the words and phrases that your audience will understand.

Your message needs to be concise and easy to understand. While this is important for instruction manuals, it is especially true for web content. Headlines and bulleted lists are the essential way to deliver content. Similar guidelines hold true for brochures, technical literature, white papers and instruction manuals. Forget about the technogab and make it clear, concise and consistent.

How do you prepare instructions? What format works for you?

As a freelance writer, I strive to meet my customers’ expectations, deadlines and budget. Who would say anything else? It would be self-defeating to say that I try to miss deadlines, go over budget and deliver sloppy copy. How do you persuade customers to provide feedback that you can use to improve your writing assignments? Generally speaking, the corporate world does not have editors who tell you why your story does not work. I think that most freelancers would appreciate receiving constructive customer feedback – feedback that helps identify strengths and weaknesses.

Work comes to me in various forms. Ideally, I want to receive a creative brief that

• outlines the goal of the project
• describes a product or service
• provides insight into the target audience
• explains the desired style and tone
• provides lots of background information and resources
• details the project schedule.

It’s not an ideal world, so most of my assignments come to me as the result of a phone call or an email. I get requests to write media releases,  white papers, some web pages, brochures or  corporate video scripts.  I ask questions until I have enough information to create my own creative brief for each project. Based on that information I do the necessary research, create an outline and start writing. Asking follow-up questions early in the process (before submitting the first draft) is a huge time saver for the client and for me.

If my submission is not acceptable, I’ll hear about it. The phone will ring or there will be a quick reply to my email, with questions and requests for revisions, etc. When this happens it gives me more insight into the client and what they need and like. This valuable information contributes to on-target messaging for the current project and gives useful background for future assignments with this client. I consider it really helpful to know where my writing missed its mark.

Satisfied customers seldom respond with anything more than an acknowledgement that they received the file with a brief comment such as, “Great work,” “thanks, got the file now we’ll be able to meet our deadline.” So what did they like about it? What created the satisfaction? What was it that worked especially well? How will I know the best way to handle their next writing assignment?

As a freelance writer, I appreciate receiving feedback on what was especially good about the submission, or what strayed from desired result. I encourage managers who are outsourcing writing assignments to provide specific and detailed feedback to their writers. It’s the only way we can improve our services to meet your expectations, deadlines and budget.

Last year I re-started my writing and editing business after a 10-year dormant period. ( I spent 10-years “in house” in corporate communications.) As I started to reconnect with former business acquaintances, make new connections at various business networking events, I learned about new business tools that are now available to entrepreneurs. I put a lot of effort in getting the word out about the writing services that my business provides.

In the warm spring weather this last weekend, it occurred to me that riding a bicycle is lot like running your own business. Recently I fell heir to a 21-speed bicycle – a far cry from the no-speed that I learned to ride as a kid and the three-speed I rode during my university days and at my first real job.

Last weekend, armed with a new helmet and an anatomically friendly saddle, I headed off on the cycle paths in my neighbourhood. I was a bit tenuous, at first. Until I figured out the gear mechanism, I was doing a lot of fast pedaling and not making very much progress. This is where the comparison to running your own business comes in.

In bicycling, you have to lift both feet off the ground and put them on the pedals; balance all your efforts and concentrate on moving forward. With that pedaling effort, you eventually up-shift, and your efforts are more efficient and you cover a lot of ground.

Starting a business requires a concerted effort, tenacity and patience. In business, your networking efforts sometimes seems as if you are just pedaling really fast and getting no where. When you do it properly, you can reap results. You start by meeting contacts, having follow-up meetings to better understand what they do and how you can help them. Then you can connect them with potential clients. You can create opportunities to get exposure for your own business and begin to meet potential clients. At first, it seemed to me that I was doing a lot of fast pedaling without covering much ground. Now, things seem to be getting in gear and I am covering more ground, gaining more exposure and getting referrals for my business writing services.

For bicycling, you need the proper equipment. A 21-speed is far more efficient than a three-speed; a proper helmet provides a valuable protection; and an appropriate saddle gives some added comfort. A bell lets people know you are on the road. It also helps to be in good shape physically to manage those long rides in the country. (that part still needs a LOT of work.)

As a writer and editor, I need a robust computer, software and communication tools to run my business. A well-equipped office with an ergonomic workstation is essential for a healthy workplace. I have business cards and a web site to let people know I’m in business. Finding the right networking groups, finding good partners for referrals, finding good sounding boards for your business questions all help to advance business. You need to know how to use the tools to their best advantage.

What gear are you in? Are you just pedaling fast and not making any progress? Are you coasting down hill, racing along the flat or grinding up hill?

Recently I had a brand new client approach me about a writing assignment that had a very tight deadline. Here’s what happened. Late Monday evening I received an email as a result of a referral from a colleague. I responded by email that I would call as soon as I was available the next day. After my Tuesday breakfast meeting I called and then went to see the client. In the early afternoon they briefed me on the project and I picked up the assignment. The project was well documented with objectives and audiences identified. It was for a national campaign for a very well known service. The clincher —they needed 6 pieces written, about 2500 words for the end of working day Wednesday. Yes, the next day! They were presenting to their client on Thursday. No time to waste here! Stress level goes up. The loud voice in my head is saying  “new client, potential for more business, got to do a good job on this one.”

For new subject matter, which this project was for me, I prefer to take my time and do some research on competitors; read a lots of backgrounders; pick up on appropriate vocabulary and terminology, etc. On this project I had to start writing the minute I returned to my office. I was still banging away on my keyboard well after midnight. Unexpected visitors did not deter me from my goal. I finished three and part of the fourth before I had to get some sleep.

I had an afternoon appointment on Wednesday and managed to get the drafts of the rest done before leaving for my appointment. At that point I felt there was something missing, something that needed revising, refining. But I couldn’t quite figure out what it was.

It is good practice when writing to set the work aside for a period of time and then go back to it with a fresh set of eyes. I like to at least give it 24 hours. For this job it was that afternoon appointment that took me away for 45 minutes. It was enough to ignite inspiration and I was able to come back and finish of the assignment and submit it before 5:00 p.m.

The client came back with a couple little questions and was pleased with my work!

What has been your experience with deadlines? Do they inspire you or create so much stress you are immobilized?

It’s been my experience that those who are involved in the design and manufacture of technology are sometimes challenged to identify the benefits of their products in a way their customer will understand. They clearly understand all the tiny details of the design but have difficulty seeing their product  through their customer’s eyes. To make matters more challenging many product designers are also expected to write about their creations. Many product designers just want to get on with the next project. In most cases they are not interested, or don’t have the time to write about their products for media releases, web content or product literature. At the same time they often they fear that their products and services are being overshadowed by the competition.

Effective product literature and brochures are essential business communication tools. They can provide important support information for website download or as an email attachment. In print form, they can serve as a reminder of your sales call, or a visit to your trade show booth. They provide in-your-face information about your product or service.

Today business happens at the speed of your internet feed – FAST. It takes time and talent to write effective marketing material. At  buzz4biz we assist  product designers/manufacturers and marketing managers to develop marketing materials. We ask lots of questions to get the information required to write the material needed. Here are some tips to help you write effective product literature and brochures.

1.  Identify the purpose of the brochure. Is it a general introduction to your product/service or does it provide a large amount of detailed specifications? What action do you want the reader take? What do you want your reader to do after reading the brochure? Do you want them to phone you, place an order, make an appointment, send you an email? What is your call to action?

2. Target your audience. Who is going to read the material? Are they engineers, purchasing managers, CEOs, front line managers, technicians, lawyers, school children or entrepreneurs. Be as specific as you can to paint a complete picture, including age bracket, income level.

3. Determine the appropriate vocabulary and writing style for the target. Are your readers familiar with the technical jargon or do they prefer snappy, humorous or clear and concise prose? What written material do they usually read? Will this be a web-based brochure or a print document? For web-based documents use headlines, bulleted lists and short sentences. For a print edition use paragraphs and slightly longer sentences.

4. What information do your readers need before they phone you; place an order; make an appointment; send you an email? Do they need information about sizes, prices, technical details, delivery information, quality assurance or do they need a general understanding of your company capabilities?

5. Determine the key benefits and differentiators of your product or service. Sometimes it is easier to talk about features of a product but buyers need to know the benefits. In preparation for writing your marketing piece, make a list all the features of your product and ask “So What?” It is the answer to that question that will provide valuable information to your customer. It’s the answer to the “so what” question that should form the basis of your written piece. For example, let’s talk about a ballpoint pen. After each feature ask, “So What?”

Feature: ink cartridge in a clear plastic cylinder

Benefit: visible indicator of available ink

Feature: metal ball nib

Benefit: writes every time you use it

Feature: plastic parts

Benefit: inexpensive, cost effective

Benefit: light weight, no hand strain to use it

Feature: ¼-inch diameter

Benefit: thin, fits in right or left hand comfortably

Feature: available individually or in boxes of 12

Benefit: buy them as you need them or have a supply in your office

You get the idea. Sometimes we really have to think about the answer. You need to state the obvious and assume that your customer is unaware of the benefits of the features of your product. Then you can rank the most important benefits. Which ones are critical to get your point across? Which ones are different from your competitor? You may not have room to cover all of them in your brochure.

6. Write in a conversational tone—the way you talk. Sometimes technical language is required, but keep it straightforward. Make it as personal as possible. Use the second person “you.” Involve the reader.

Draft 1: The company wants to hire a freelancer to write the brochure.

Draft 2: The company wants to hire you to write the brochure.

Draft 3: We want to hire you to write the brochure.

7. Use the active voice. Research paper writers often use passive voice but even that is now changing. You can make your message direct and to the point, and often reduce the word count, by using the active voice.

Passive voice: The research study was written by the R&D manager.

Active voice: The R&D manager wrote the research study.

8. Use positive statements.

Negative statement: Don’t write your own brochures.

Positive statement: Use an outside supplier to write your brochure.

9. Limit the use of the verb “to be” – is, are, was, were.  Powerful and descriptive verbs add wind to the sails of good writing. The verb “to be” has no action or motion.

10. Edit: Read your draft aloud. Once you have written it, can you say it? Does it flow, as a conversation should? Does it make sense? Does it meet the criteria that you set? Will it answer your customers’ questions? For most writers, this step identifies what is missing, what is awkward and what makes little sense.

11. Set it aside for a period of time. Let the piece have some breathing room. If you have the luxury of putting it aside for a day two, do it. When you look at it again, you will have new insight. After the space of a couple of days, look it over again and fine-tune it. No time? Then, at the very least, work on something else for an hour or so and then go back to it for a final read through.

12. Proofread. Take one more step than your spellchecker takes. Thoroughly check every word. As the writer, your familiarization with the words cripples your ability to proofread it. Seek an independent set of trained eyes to do the final proofreading.

Model sailboat instructions read: “raise mats and booms for sails.” The manufacturer’s spellchecker approved “mats” as a legitimate word. Yes, it is in the dictionary but it is not the correct word in this context. It should have been “masts.”

13. Effective design enhances well-chosen words. Unformatted words on a page are unimpressive. The creative use of colour, images and white space helps to enhance your message. From the single page envelope stuffer or catalog sheet to a professional service package or major proposal, appropriate page layout combined with an effective message will deliver success.

Good luck with the process. Write winning words for www and for print.