Business Writing With Buzz

Apostrophes are everywhere. Especially in the wrong places. Often called greengrocer’s apostrophes, these are well-meaning but unnecessary apostrophes in plural words, anecdotally favoured by shop owners who feel compelled to add an apostrophe to the end of any word that ends in "s" on their display placards. You know the sort of thing:

• Banana’s $4.99kg
• Fresh carrot’s
• Todays special’s.

A recent article in the Sydney Morning Herald suggested that despite their 300-year existence, apostrophes are under threat. According to the article, the forces behind the move to abolish apostrophes are the "knuckle-dragging illiterates" who staff lower-level government jobs and a clique of modern grammarians who argue that apostrophes "hold children back".

While I see little evidence that apostrophes are dying out, it's not just greengrocers who don't know their apostrophes from their brussels sprouts. If you are one of the many people who are not quite sure how to use them, you’re not alone (there's a quick overview below). Many of my clients quietly confess that they are confused about when and where to use apostrophes, especially with "its" and "it's.

Another common example is, "she was born in the 1960’s…", or "since the 1970’s…".  These may be examples of apostrophe misuse, but at least they show us that people understand apostrophes have a purpose. 

I take comfort from the Apostrophe Preservation Society and my good friend Liz, who confessed last year that she seethes when she sees apostrophes misused, or, even worse, not used at all. She’s not the only one who gets annoyed. Last year, SBS World News reported on two Americans who were cycling around the U.S. correcting publicly- displayed typos. (Don’t try this at home: I later read they were arrested for defacing public property.)

The rules surrounding the apostrophe are not as daunting as they might first appear. Here’s an overview.

WHEN TO USE THE APOSTROPHE

1. To show ownership or possession.

(a) When one thing owns another, the apostrophe goes before the ‘s’. For example:

I have borrowed Damian’s car.
We walked Andrew’s dog.
It is the company’s policy.

(b) When more than one thing owns something, the apostrophe goes after the ‘s’. For example:

The three schools’ results were impressive.
The two dogs’ owners got together after the training class.

(c) When a noun ending in "s" owns something, the apostrophe goes after the "s". For example:

Chris’ book
Rufus’ friends

(d) When two things share joint ownership of something, you only need to add one apostrophe at the end of the second "owner". For example:

Mum and Dad’s house
His mother and father’s legacy
Will and Toby’s restaurant

2. When referring to time. For example:

Six weeks’ time
Three months’ worth
A day’s trip from Sydney

3. To show letters have been left out

When you are shortening a word, or combining two words into one, the apostrophe replaces the missing letters. For example:

it is /it has = it’s
do not = don’t
should not = shouldn’t
what is = what’s
that is = that’s
cannot = can’t
you are = you’re

WHEN NOT TO USE THE APOSTROPHE

1. To indicate a plural

A plural doesn’t have an apostrophe, unless it owns something. For example:

Incorrect: Here are some photo’s for you.
It should be: Here are some photos for you

Incorrect: Todays special’s
It should be: Today’s specials

The exception to this rule is when you are referring to plural letters of the alphabet. For example:

Mind your p’s and q’s.
Read the t’s and c’s.

2. When you are using a pronoun

A pronoun is a small word that represents a thing or a person – such as: I, me, she, he, him, it, its, we, us, our, you, your, their, or them. 

The most common mistake happens with “it’s”. Just remember: only use the apostrophe if you are talking about “it is”.

The following are all incorrect:

The dog was their’s.
It’s nose was red.
Their’s is the house on the hill.
It’s eyes were blue. 

They should be:

The dog was theirs.
Its nose was red.
Theirs is the house on the hill.
Its eyes were blue.

3. When writing about an official Australian placename

In 1966, the Geographical Names Board decided that Australian place street and road names would not have an apostrophe:

Kings Cross
Saint James Station
Mrs Macquaries Chair

4. After an acronym or "initialism"

When many words are shortened into one, and referred to as a series of letters or pronounced as a word (e.g. TAFE), there is no need to include an apostrophe.

For example, the following are incorrect: MP’s, FAQ’s and CEO’s.

They should be: MPs, FAQs, CEOs.

5. When referring to a decade

Many people incorrectly insert an apostrophe when referring to a period in time – 1960’s, 70’s. It is correct to use 1960s, 70s.

For more on avoiding grammatical errors and word confusion, download our free guide
Do You Makes These Mistakes in English?

"What’s a verbal brand?" I hear you ask. The answer: your elevator pitch. None the wiser? Read this and it will all make perfect sense.

If you've ever worked with a tender writer, proposal writer, sales copywriter or marketing copywriter, you'll know how important it it to describe in writing the key benefits you bring to your clients.

Well, there's also something called a verbal brand, or elevator pitch. A while back, Carolyn Stafford of Connect Marketing interviewed me about my verbal brand for her book Small Business Big Brand. Here’s what she wrote, and what I said:

Put simply, a verbal brand is your 5 to 10 word statement on what you do and is most often used when someone asks you the stock standard question: “What do you do?” Many people also refer to it as the ‘audio logo’. Think how many times a week you must be asked this question - at a party, at a networking function and by other parents at your kid’s school. Do you say, “I’m a financial planner”, “I’m an accountant”, “I’m a dentist”? If you do, all I can say is "boring"!

It’s a big mistake to be so literal because you’ve just missed one of the biggest marketing opportunities ever and it was presented to you on a platter. In fact, what you have just done is either sent that person to sleep or given them the opportunity to change the subject entirely.

The biggest problem with how we respond to this type of question is that we focus on what we do and our process, not what’s in it for the person who actually asked you the question.  So next time, instead of telling that person you are a financial planner, tell them that you "make your clients fabulously wealthy". Instead of telling them you’re an accountant tell them that you "help your clients pay the tax man less money".  Instead of telling them you are a dentist, tell them you are "the only dentist in Baytown that kids actually love coming to visit".

Audio logos like this can give people a smile and let them know you that you really care about your customers’ well-being and not your own pocket. They can also kick-start a conversation that turns into a genuine connection, leading to an exchange of business cards that could ultimately turn into mutually satisfying business.

I have had a number of business owners say that the audio logo can often sound a bit gimmicky. Two things here – work on it until you find an audio logo you are comfortable with and get used to it! And then practice, practice, practice. If you don’t do it, you are simply missing out on potential business.

But the verbal brand extends beyond the audio logo. The other verbal brand you must develop for your business is the "elevator pitch". Imagine you are in an elevator with a potential client, or at a formal networking function, and you have 30 or 60 seconds to tell your audience about yourself and your business. Could you do it in an entertaining, eloquent and engaging way that would make your business stand out? Could you do it in a way that would get people wanting to know more about how you can help them?

Basically, your elevator pitch must answer these questions:

• Who you are
• What you do
• Who you do it for (type of clients)
• WIIFM (what’s in it for me?) factor
• How you charge
• What experience customers can expect.

Don’t forget to end with a question about them so you can find out more and of course, let them know you would love to continue the conversation later over coffee.

Lastly, if your staff don’t know your audio logo or aren’t religiously using the elevator pitch too, then you could be missing out on lots of new business. As a small business owner you can’t afford for your staff not to be marketing your business. Sit down and work on your pitch with your team. Get them engaged and practice it with each other. Make it fun and check out other people’s response to your pitch before narrowing and refining it.

CASE STUDY

PROOF COMMUNICATIONS & ROSEMARY GILLESPIE

Rosemary Gillespie runs a copywriting and editing business based in Sydney. Whilst she works with words in print rather than the spoken word, she believes that many businesses need to pay more attention to what they say about their business, and not just what they put in print.

“We were asked at a recent networking breakfast to give our elevator pitch in 60 seconds. I’d already honed my pitch and used it a few times, so I felt comfortable about presenting myself and my business,” she said.

“I noticed that some of the other people seemed embarrassed about talking about their business. They were almost apologising for what they do.  But there were lots of good elevator pitches. Those that stood out spoke slowly, clearly and confidently, and they smiled. So they came across as professional, yet warm, not pushy or arrogant. 

“That’s what makes a good verbal brand for me – a clear, succinct description of what their business does, and how it helps their clients. And brevity is an asset.  No one wants to listen to a long, boring spiel.”

It was while she was crafting her elevator pitch and audio logo that Rosemary realised that in the past she had undersold herself and her skills.

“My elevator pitch made me focus precisely on what I do, and, more importantly, how I help my clients.  It made me clarify my brand and the benefits I bring to my clients.

“It did feel strange saying it to people at functions, and even to acquaintances in social situations.  Even reading it on paper makes it sound strange, but I’ve found that the more I use it, the easier and more natural it sounds.  And I always alter it slightly, depending on who I’m talking to.  The main thing is to know it inside-out, so that I always cover my main points. 

“It’s such a fantastic way to present my business.  As well as generating an enormous number of contacts, using my elevator pitch has directly lead to new work projects. I’ve just finished one for a new client that I met at a Melbourne Cup lunch who heard my elevator pitch after they asked me, “What do you do?

“I really believe that a business can’t be a business without an elevator pitch – as long as it’s succinct, clear, and spells out the benefits that the business brings to its clients.

“And audio logos are a great opener for a conversation.  When people ask me, I say that I make businesses lively, interesting to read about and I make them jump off the page. That always generates a quizzical look, which leads me into my elevator pitch.”

www.connectmarketing.com.au

Can you read the following? 
 
Aoccdrnig to rscheearch at Cmabrigde uinervtisy, it deosn't mttaer waht oredr the ltteers in a wrod are, the olny iprmoetnt tihng is taht the frist and lsat ltteres are in the rghit pclae.

I bet you could read every word. And I bet too that you’d never send a client a document with this many typos. But if you do send a document with even one typo, it could be costing your business.

Let's get back to that paragraph. You could read every word because we read words as whole units, not as individual letters. Our brains use our experience of English to make assumptions about what’s coming next. 

The flipside is that sometimes our assumptions are wrong. That’s why we occasionally miss typos when we’re proofreading, especially if it’s a document we’ve written ourselves.

A survey by the UK’s Royal Mail cited poor grammar and atrocious spelling as potentially costing British businesses billions of pounds every year. In most cases, email was the culprit. The survey found that:

• 75% of customers do not trust companies whose written communications contain errors.

• 30% of potential customers refuse to deal with organisations whose written communications – including emails and letters – contain mistakes.

For a real life example of how typos can literally cost money, the BBC reported last year that the Bank of Kazakh had released newly printed bank notes into circulation with the word bank misspelled.

It is incredibly difficult to proofread your own work. There's no doubt about that. But if you have no choice, here are five tips to help you avoid costly mistakes: 
 
1. Print the document and read it out loud to check it is grammatically correct and conveys the right meaning.

2. Read from the last word to the first. Start at the end of the document and read each word in turn, from the last to the first. When you read each word in isolation, you are more likely to spot typos.

3. Know what mistakes to look for. We often repeat the same mistakes:

• missing narrow letters (e.g. ‘i’ - offical, opportunites, instnctively)
• using extra letters  (e.g. acccountancy, narrrow)
• mis-spelling long or technical words (e.g. physiothearapy, implenemtation).

4. Spell checkers won’t pick up typos which are correct spellings, or words that sound the same but have different meanings.
 
Last year, for example, I proofread an annual report for a big Australian bank only to find the word 'divided' had been used a few times instead of 'dividend' - a pretty significant typo for a publically listed financial institution.

Other examples are:

• causal/casual
• form/from
• unclear/nuclear
• their/there
• site/sight.

5. Double check all the headings and page numbers. This is where most mistakes are made, especially in long documents such as annual reports, proposals and tenders. Check that all the fonts, colours, headings, titles and numbered sequences are consistent. And if you have an index or contents list, don’t forget to check that the page numbers match the list.

Yukk. Tenders and proposals. If we're honest, tender writing or proposal writing is something most businesses would prefer to avoid. Writing a tender or a proposal takes alot of time and effort. That's why getting help is worthwhile.  

I've written literally hundreds of tenders and proposals for businesses pitching to public and private companies and government organisations. Despite the hopes of many businesses, especially professional services firms, tendering hasn't yet gone out of fashion.

If you're challenged by a tender or proposal, here are my Top 10 pointers for writing a good one:

1. Answer the question
It might sound obvious – but you’d be surprised at how many people don’t do it! With formal tenders, especially to government organisations, it’s also important to answer the questions in the specific order (and numbering convention) that they are asked in. Many tenders fail to do this and wonder why they are never shortlisted or selected.

2. Keep it snappy
Your prospect will almost certainly be reading more than one tender or proposal. Yours will stand out if they don’t have to read through lots of long-winded waffle. So cut it out. For example:

In order to... instead use...To
A wide range of... instead use... Many
For the reason that... instead use...Because, Since
For the purpose of... instead use...To

3. Get active
The active voice is more succinct and direct than the passive voice, and usually works best in tenders and proposals. The voice of a verb tells us whether the subject is doing the action (active) or whether something is being done to it (passive). For example: 

Active:
We are submitting our tender.
Rosemary is writing about tendering.

Passive
This tender is being submitted by...
This article about tendering was written by Rosemary.

4. Keep it personal
If you want your tender to attract attention, keep the focus on your prospect. Begin as many paragraphs as possible with their name, and use ‘you’ and ‘your’ to personalise your tender.

5. What’s in it for me?
Essentially, all that your prospect really wants to know is what they will gain by selecting you – so tell them! Highlight how your skills, knowledge or experience or what you propose will benefit their business or organisation. Every time you make a statement about your business or its service or products, put yourself in your prospect’s shoes and ask yourself, “How will I benefit from this?”

6. Prove it
Avoid claims such as "we are the leading/fastest/best value provider of..." unless you have hard evidence to prove it. Use quotes from the media or happy clients, or award wins or good survey results to back up what you say.

7. Give great examples
Give specific – yet short and punchy – examples of how your company makes a difference to its clients. Mini case studies are a great way to make an impact. Provide specific, factual evidence (or even testimonials) showing how you have helped a client to save time or money, or how you devised an innovative solution to a client’s problem.

8. Make it look good
Tenders that are well laid out are visually appealing and easy to read. Use headings, sub-headings, photos, diagrams, graphics and white space. If you are tendering for project work, include a timetable or a project management plan.

9. Jog their memory
If your tender or proposal is to an existing client, remind them how much you have achieved together so far, all the problems you have resolved for them, or the extra value you’ve given at no cost. Describe the benefits of continuing to use your service or product (e.g. they will avoid upheaval, or they will continue to benefit from your intimate knowledge of their business).

10. Make it error-free
Find a colleague, or pay a professional, to proofread your final draft. While a word-perfect tender won’t win you points alone, one with typos could certainly cost you. Take time to check every word, and while you’re at it, check you’ve answered all the questions in the right order, and that you’ve met all the requirements for lodgement and attachments.

For more on writing tenders and proposals, download our free guide, Tender Loving Care, or give me a call on 02 9314 7506, 0411 123 216, or email rosemary@proofcommunications.com.au

How to make a start when nothing’s happening.

If you ever copywrite marketing or sales materials, or are a tender writer or proposal writer, you'll have been there: staring at a blank screen, procrastinating and waiting for inspiration.

Unfortunately, writer’s block gets to all of us from time to time. Over all the years I’ve been writing, I’ve learnt a few tricks to help me get started.

1. Be clear about what you want to say
When we have to write something, we often fail to take a few minutes to think about what it is we want to say. Jot down the key points you want to make, before you start writing. This gives you a simple outline for your content. You want to keep to the point too, so doing this will keep your content on track.

2. Start anyway, no matter how bad it is!
Often one of the reasons for writer’s block is that we feel pressure to get it right the first time. Don’t. Even if your ideas don’t sound right, or if you’re worried that what you’re writing isn’t 100% correct, don’t worry. Write it down anyway. You might be surprised at how much value you get from this material when you come back to it. Sometimes just writing your thoughts down, regardless of how rough they are, can be a fantastic start.

3. Take a break
Sitting in front of the computer rarely inspires us. Ask around and you'll find most people say they do their thinking in the shower. So, if you’re really struggling to write, get away from the computer. Take a break. Go for a walk around the block, make a cup of tea, or switch to something else. When you come back to your blank document, you may be surprised how easily the words flow when you’re refreshed. 

4. Start with the structure
When I’m writing, I often find it helps me get started if I write the document structure first – before coming back to fill in the detail. A big, blank document with no content might seem overwhelming, but small sections are much easier to tackle.

5. Write back to front
If you’re writing a proposal or tender or pitch, there’s lots of detailed information that you need to include - case studies, or process diagrams, or financial outlines. I often start proposals by finding and inserting this information, and tidying it up. You’ll need to write this content in any case – so make the most of ‘wasted’ time by editing it and making sure it sounds great.

6.Get help
Ask someone else to contribute a section (e.g. to chase up a case study, or provide you with financial data). Or, once you’ve written a single section, send it to someone in your team and ask them to review it for you. Sometimes a little positive affirmation is all it takes to really get writing.

For more help, download our free guide, Better Business Writing.

Why active language is more persuasive.

When it comes to copywriting marketing, business development or sales materials, or 'writing tenders or writing proposals, you need to be as engaging, persuasive and results-driven as possible.

Using the active voice can help you create a real sense of immediacy and impact – while the passive voice is more subtle, it can be a little wishy-washy.

What is active voice?

With active language, the subject of a sentence is performing an action. For example:

• The cat is chasing the dog.
• Steve likes Judy. 
• He is holding her hand.
• Andrew gave his mother a hug.

What is passive voice?

In passive language, the target of the action is used as a subject – rather than the person or thing that’s actually doing the action.

For example:

• The dog is being chased by the cat.
• Judy is liked by Steve.
• Her hand is being held by him. 
• Andrew’s mother received a hug from her son.

If you are unsure if a sentence is active or passive, look for the word "by". In most passive voice sentences, you can identify who or what did the action by the word "by". Three of the four examples immediately above include "by".    

It’s important to note that passive language has its place and isn’t “wrong”.  Sometimes, it’s actually helpful when you need to be vague. For instance:

• It is believed that the economy will recover this year.
• It’s commonly argued that active voice is better than passive voice.

However, in most cases, the active form will make what you’re saying sound more dynamic and interesting. It simply pays to be aware of what you’re writing – and to see if there’s a more effective option! 

Why your tenders and proposals need a little order

A friend who works in advertising recently told me about a sales meeting she’d just been to with her boss, the agency’s owner. The owner spent the first thirty minutes of the meeting outlining why his agency was the absolute best in Sydney. He went into considerable detail about his company’s processes, clients and achievements. He took no time to ask the client what they wanted or needed, and failed to notice their body language – which was clearly non-receptive. Needless to say, the agency didn’t win the business. My friend subsequently resigned from the agency.

Self-centered selling is also extremely common in sales writing, marketing copywriting, and when you are called on to be a tender writer or a proposal writer and it's not your usual role. 

Interestingly, this problem mostly comes down to structure and prioritisation of information.

So how should you structure your pitch, proposal or tender for maximum success?

Here are five tips:

1. Stick to the client’s structure
When you are presented with a request for proposal or tender, invited to make a pitch, or even receive an agenda for a sales meeting, stick to its structure. This shows you respect the prospect’s wishes and makes your information much clearer and easier for them to understand. They will be seeking answers to some important questions – so be up-front, and answer them in the order that they have asked you to.

2. Write an excellent executive summary
A good executive summary needs to include a quick outline of all the details in your proposal or pitch. Your prospect should be able to read your executive summary independently of the rest of your document – and still have a very good top-level understanding of everything you are presenting. 

To make sure you don’t miss anything, I’ve found it’s often beneficial to leave the executive summary until last. Write it once every other piece of your document has been finalised. It will then flow quite easily.

Another tip for writing an effective executive summary is to use sub-headings. Make sure the sub-headings relate to each sub-section of your document, and then provide a one-paragraph outline of what you will be doing in the document. For example:

Our services
In our proposal, we outline the range of services which Acme can offer to organisation X – to help you create dynamic and effective campaigns. This includes online strategy, design, copywriting, programming and account management.

3. Make every paragraph about the client, not you
Start every paragraph with a message about how you are going to help your prospect. Put yourself in your prospect’s shoes. Consider if the information you are writing is going to be interesting and relevant to them. Ask yourself, "why would they want to know this?" Or, "what’s in it for them?"

4. Follow every point with an example
Once you have explained how you are going to help and outlined your services, provide examples to back what you write. These could include something that you have actually done, some industry statistics, or even an outline of a future plan (e.g. a new service or strategy that you have in the pipeline). For example:

We understand that you require a robust and reliable content management system so your employees can publish content independently and quickly. Here at Acme, we provide content management systems to many of Australia’s largest businesses. For example, we recently implemented a system for Organisation X – which has since reported a 10% saving in the time taken to publish content. 

5. Put the detail in the appendix
You might be interested in your business, but much of the detail about your products or services might seem dry or long-winded to someone else. For this reason, only include top level information in your tender or proposal, and add an appendix with more detailed information that the prospect can read if interested. Make sure you include accurate references to your appendix throughout your document. For example, “for more information relating to this case study, please see section 6.1 of the appendix”.

For more on writing tenders and proposals, download our free guide Tender Loving Care.