February 2004

Welcome to Writing at Work, the newsletter designed to help you excel at organizational communication.

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I'd really like your feedback about the newsletter. Are there any topics about which you want to know more, or specific grammar issues you'd like clarified? Just let me know!

Okay, let's be clear -- we're not talking about plagiarizing here. But there is a lot to be learned from the likes of John Grisham and Dan Brown, who -- with multiple books on the New York Times best seller lists -- clearly know how to captivate their audiences with winning words. By applying some of their techniques, you can achieve the same impact with your words in the workplace.

Workplace writing doesn't have to be staid, boring, or dullsville. And it shouldn't be! Consider the competition. Every day your readers, viewers and listeners get titillating copy in newsstand glossies, glib commentary on cable TV, and clever ads that cry out for attention -- not to mention those gripping plots of The DaVinci Code and The Last Juror.

Your writing at work should be equally as compelling. Whether it's a newsletter article, engineering RFP, direct mail appeal, internal memo or benefits statement, the goal is to captivate your audience and make them want to keep reading, watching or listening. So how do you do it?

Tell a story
I confess that when I first heard about organizational storytelling, I was skeptical, if not downright negative. But when the trend didn't go away, and people actually starting writing books about how CEOs could use this communications tool to enhance productivity, I began to think there might be something to it.

When I finally tried storytelling in my own writing, I found that it made my work more enjoyable and challenging, and more entertaining for my readers. I also discovered that not all stories have to be long.

For example, in writing a newsletter article about a new building for the local chapter of the American Red Cross, I didn't want to rely solely on the nuts-and-bolts, such as building size, construction details and who made the project possible. Instead, I began the article with a short anecdote about the mannequins the Red Cross uses to teach CPR and how they had to be washed in a claw-foot bathtub as old as the building where the agency was previously located. The story used an image familiar to many people to demonstrate the dire need for the new building, and left readers wondering where RususciAnnie would now be washed (I told them at the end, when describing the new facility).

Persuasive Advertising
More and more organizations are using storytelling in their ads. A good example is the Novartis campaign. These full-page ads have a headline that says, for example, "Novartis and (patient name) drove her cancer into remission in 29 days." What follows is a one-paragraph story about the patient and how Novartis helped her. A tagline, large photo and poignant quote from the patient accompany the story. That's all there is -- the word "pharmaceutical" never appears, and aside from their name and web address, no other company information is included. Just a powerful personal story.

Another ad -- actually two -- caught my ear on the radio. A home-care provider uses stories from both an employee and a client to introduce its elder services. The employee describes her day using short anecdotes: driving a couple to play bridge, and getting bridge lessons in return; making lunch for a man who reminds her of her uncle while he tells her stories about his lobstering days; balancing the checkbook of a woman who teaches her how to knit.

The client relates how her aging mother is starting to fail: she forgets to walk the dog, has to give up driving, and can no longer handle her finances. The daughter then expresses relief at having found a solution for the problem. In both ads, there is no announcer, no voice over and no other description of what the company offers. The stories stand on their own to effectively inform listeners about the available services.

Look and listen for stories in your own organization that can help your messages come alive. Then try putting them into words that will grab your audience and hold their attention to the end.

If you're confused about these words and how to use them, you're not alone. Many workplace writers still have to stop and think about whether they need a noun or a verb -- and even then the correct word can be elusive. One of the reasons for the confusion, I think, is that "effect" can be used as either a noun or a verb, whereas "affect" is always a verb.

"Affect" means to influence: "I want to affect the way my department does business." It can also mean to pretend: "One employee tried to affect a British accent."

When used as a noun, "effect" means a result or an influence: "My work responsibilities have an effect on my family life." When it is used as a verb, "effect" means to cause or bring about: "The layoff was designed to effect savings."

Oh, yes...and don't forget that "affected" is an adjective: "All affected departments should report by tomorow."

Many writers find they need to convert a document into a PDF file so it can be shared for editing or sent to others. But sometimes you might want to do the opposite -- convert a PDF file into a Microsoft Word document. Now there's a program that makes it possible to do just that.

ScanSoft PDF Converter will quickly convert PDF files into Word documents that retain the original look, including all the graphics and formatting. Since the program converts only ordinary PDFs and not those that are encrypted, it's possible to fully edit the converted document. The converter gives you access to all text, clip art and data in the file, while retaining layout features such as columns and tables. The price is $49.99.

Buy PDF Converter here

Yes, March is windy and can still be cold in certain parts of the country. But it's also National Nutrition Month. If you're looking for a health or diet-related article for your newsletter or other publication, there's one available for free on Nancy's website.

"Red Wine: the New Rx for Health," a 380-word article, is available for download. You can use the article in its entirety or simply take the paragraphs you need. For a modest fee, Nancy will also tailor the article for your specific needs. Other free "Articles for the Asking" available on the site include "Five Facts You Need to Know About Long Term Care," and "Sick of Being Spammed?" E-mail nancys@hallmarkcom.com for more information.

Download "Red Wine: the New Rx for Health"

Last month we featured two writing instruments with unusual features. There was so much interest in them that this month we're spotlighting the "everything pen" that has more features than a pentagon. With this pen, you won't need to put much else in your pocket or purse!

Not only does it let you put ink on paper, the stealthy instrument also contains a highlighter, a stylus (for PDAs and other touch screen electronics), slotted and Philips screwdrivers, and a must-have pin that resets and unfreezes a PDA and other computer-based items, such as watches and clocks, that have a reset pinhole. The pen is made of brass with a smooth chrome finish. All for just $19.95 online at Lifestyle Fascination.

Check it out!

Each year, Communication Concepts, Inc. sponsors its Apex Awards for Publication Excellence competition. Anyone can submit an entry in more than 100 categories ranging from newsletters and brochures to web sites, design and illustration, and video. If you're a subscriber to Communication Concepts' newsletter, each entry costs $59. If not, it's $79.

You can learn more and get an entry form at the link below. The entry deadline is March 15, 2004.

Apex 2004