The rules of any language exist for one primary purpose: so we can make sense of what is being said. Despite how it might feel sometimes, they aren’t there just to confuse us. Rules also weren’t invented to give your English teacher or your co-workers an excuse to comb through your writing looking for humiliating mistakes. We have them because if readers and writers don’t agree on what our words and punctuation mean there’s no hope that we’ll be able to communicate clearly. The first priority for any writer (and we’re all writers these days, whether it’s in our job title or not) should be to make it as easy as possible for their readers to understand what they have to say. So it’s critical that we follow some shared guidelines.
But you might be surprised to learn that many of what we think of as the “rules” of written English aren’t real rules at all. And some of them actually get in the way of allowing us to say what we mean. These are the “rules” you should break whenever it helps your writing make sense.
Part of the reason that English can be such a bewildering language, even for native speakers, is that there’s no one authority on how it should be written. Unlike French, which has the Académie Française, there is no governing body to write the laws of English and police its usage. And the fact that English has been widely spoken around the world for hundreds of years means there are distinct versions in the UK, the US, Australia, and India. (Also, some would argue, Texas). Not having an “official” set of rules means that it’s often difficult to understand how the language should work.
There are plenty of places you can get advice about English, but the trick is trying to get these sources to agree. You can consult dictionaries, grammar guides, or journalists’ style books for help, but it’s still possible to come away confused by different opinions. For years The New York Times wrote the plurals of CD and DVD as CD’s and DVD’s, while The Wall Street Journal used CDs and DVDs. How are amateurs like us supposed to figure this out when the country’s two most important newspapers can’t agree? Personally, I prefer CDs because it looks less like a possessive, but I wouldn’t object to either version. (Still, there’s no excuse for CDies, as I’ve seen written in an airport shop).
The truth is, the “rules” most of us learned in school aren’t nearly as firm as we were told. Many of them are simply ideas transplanted from Latin and other languages by people who wanted to impose a little order on the chaos of English. Some, like not splitting an infinitive, should be treated as conventions rather than hard and fast rules. We only need to be bound by them as long as they help make our writing clearer.
As a former English teacher myself, I’d like to empower you to jettison any grammar and punctuation rules that actually get in the way of clear and efficient writing. You’ll find some of the most commonly abused rules below, and I’ll add more in future posts.
Never end a sentence with a preposition:
Whether or not Winston Churchill ever actually responded to an editor who had “corrected” his writing, “This is the sort of bloody nonsense up with which I will not put,” the line provides an excellent illustration of how ridiculous it can be to blindly follow the rules.
What would be the “correct” version of a question like “What did you sit on?” Don’t try to tell me that I should ask “On what did you sit?” because no human I’ve ever met would say that. The only reason I can imagine creating a sentence like that is if you are writing dialogue for a robot or the aristocrats on Downton Abbey.
Which leads us to my own first rule of grammar: if following the “rules” makes your words sound awkward or alien, please break the rules.
Don’t use “I”
At some point during our educations, many of us were told we should avoid using “I” and “me” in business and formal writing. I think the idea was supposed to be that referring to yourself is narcissistic and undermines a sense of objectivity. But what usually happens when you avoid mentioning yourself is that you wind up twisting sentences into unmanageable shapes to avoid pronouns. Besides, writing from your own perspective draws in readers by creating a more personal sense that you’re addressing them directly. So go ahead and use “I.” Just don’t make yourself the subject of every single sentence. It’s possible to have too much of a good thing.
Sentences must include a verb
Really? Why?
The vast majority of sentences should have a verb, but they don’t always need one. One-word questions, for example, are often useful for breaking up the rhythm of sentences or drawing attention to important ideas. As always, make sure that you have a good reason for breaking the rules. And that what you mean is clear from the context of your other sentences.
Never use passive voice
Some editors will unsheathe their red pens to mark up every single sentence that uses the passive voice. Which is a shame, because sometimes the passive is helpful or even necessary. Why would I tell you anything other than “My car was stolen,” if I didn’t know who took it? “Someone stole my car,” isn’t any better.
But the real power of the passive voice comes into play when you want to conceal who is responsible for an action. Try using this sentence structure if you find yourself in an awkward situation.
You can’t start a sentence with and, but, or because
And what will happen if I do? Because I do it all the time.
Stringing sentences together with one of these connecting words can be a very effective way to keep your ideas flowing smoothly and lend them immediacy. Just be careful that they make sense in context. If you use “but,” what you say next has to be opposed to what you said in the previous sentence in some way.
Spell out numbers less than 100
I’ve talked to several people who were indoctrinated in high school journalism classes to write out every number up to 100 instead of using numerals. This has never made sense to me, especially for newspapers, because it’s much easier for our eyes to look for numerals when scanning for important information than it is to read the names of numbers. Besides, using numerals helps you avoid all those messy hyphens in numbers like “thirty-four.”
You really only need to spell out single-digit numbers (one through nine). Even then, using numerals is hardly a major offense. I just feel as though a single number like “7” looks naked and lonely sitting by itself. “Seven” looks much happier.
However you deal with numbers, just make sure you’re consistent with your choices.
Always use “a” before a word that starts with a consonant and “an” before a word that begins with a vowel
I get annoyed every time I hear a TV news reader describe something as “an historic event” (especially when they’re talking about something ridiculous like a new record for the most Doritos Locos tacos consumed in one sitting). I always want to send them an email explaining that it’s the way you pronounce the word that matters, not the way it’s spelled. You only use “an” in front of a vowel sound. So here in San Francisco, which is often referred to as SF, we’d say “Dungeness crab is an SF (ess-eff) tradition for the holidays.”
The only instance in which it is ever okay to say “an historical” is if you don’t pronounce the “h.” So if you have a cockney accent, go crazy saying “an ‘istorical” all you want. But never “an historical.”
What other grammar rules seem made to be broken?
Having a strategy for your email doesn’t mean that you’re trying to pull something sneaky–though sometimes that’s exactly what you want to do.
Sure, there are times when you want to wait to send an important message until the end of the day on Friday so you don’t have to deal with a whole bunch of annoying responses. It’s Friday and you’re ready for happy hour–bring on the nachos! But most of the time having a strategy for what you’re writing just means spending a couple of seconds to think about what you’re doing. Taking the time to ask yourself a few questions can make the difference between a good email and an embarrassing one:
Really, slowing down and putting some thought into what you’re doing instead of just reacting is the key to successfully communicating at work. So the first and single-most important step in the SEAR program is:
Plan Before You Start Writing
Let’s say that you are an HR administrator at a large company and you need to communicate an important change in benefits to all of your employees. I know that sounds scary, but it’s all hypothetical at this point. Unless you really are an HR administrator. Sorry about that.
Anyway, you have to tell your employees about these changes and there are lots of things to think about before you actually send them an email. The first question I’d suggest you ask yourself is whether email is even the appropriate format for conveying something so important–there are few things that people take as seriously as their compensation. If it’s good news that you have to share with them–maybe everyone is going to get an extra week of paid vacation during the holidays–it’s easier. But if it’s bad news–maybe you’re doing away with their pensions–you have to be considerably more careful.
In a case like that an email is most likely going to come across as a heartless and impersonal way of communicating information that will have a major impact on people’s lives. If it’s at all possible, I strongly suggest that this is a case where personal contact is much better and less likely to alienate your employees. I’d even go so far as to say that it’s generally a bad idea to convey bad news in email since having someone there in person and being able to ask questions can often go a long way toward cushioning such a blow.
Heck, why stop there? The personal touch is usually best for all kinds of emotional issues. Why waste the good news about that extra week of vacation in an email? Why not have a party to announce it and bask in the love and gratitude?
Whether email is even the right format for your communication is just one of the things you should think about before you write or send that message. Admittedly, not every email you write is going to require a lot of thought. If your best friend sends you a note asking if you want to have lunch, just say “YES!” (here the caps are perfectly appropriate in the sense of GET ME OUT OF HERE!) and don’t worry about going through a checklist of rules to consider.
But for anything more formal you should at least consider whether your message requires a little more thought and planning. For guidelines on what you should be thinking about as you plan those important emails, follow this blog.
These days it seems that everything needs an acronym. But while acronyms and initialisms used to exist to make complex terms and phrases (Self Contained Underwater Breathing Apparatus) into words that sound less terrifying and are easier to remember (SCUBA), sometimes it seems that they exist today just to bewilder and embarrass us. Maybe it’s because more and more technical terms are leaking into our everyday language. Maybe it’s because so many acronyms and initialisms (HTML, SQL, GIF) don’t look like words and give us no cues as to how to pronounce them. Or maybe it’s because our clever and secretive children seem to write in a new language that consists of little more than a series of unrelated letters strung together with smiley faces. IMHO, a combination of all these factors has done a lot of damage when it comes to making everyday writing easy to understand.
Just the same, I’m going to go out on a limb and introduce an acronym of my own in the hope of making it easier to remember the elements that I think are most important when it comes to writing clear and effective email. I hope that mine is more reminiscent of the days of helpful acronyms (CARE) than the muddled-sounding efforts (UNIFEM – which sounds like an evil supercomputer with a female voice but actually stands for United Nations Development Fund for Women) people are resorting to lately. I wanted to come up with a real acronym, something you could recognize as a word and didn’t have to struggle to pronounce. Above all, I wanted something that you could remember and would help you recall the four points I want to emphasize as key to successfully writing business email.
What I came up with is SEAR, which is, I think, pretty good. Not only is it a real word, but it’s a verb, an active, forceful word. It’s a command, for crying out loud! This is an acronym with a lot going for it! Creative writing teachers will always tell you that, in order for your language to be memorable, you should engage as many of your reader’s senses as possible. Marketers do the same thing: why do you think hotels have “signature scents” and Starbucks has an official soundtrack? They want to take advantage of all your senses to help make you remember their brands and keep you coming back for more.
SEAR is just the kind of suggestive word to do that. It evokes the bright heat of a flame; you can practically hear the sizzle of the fire in its long, sibilant “S.” To make it even more memorable, take the mental picture a step further and imagine that it’s a nice steak you’re searing. You can practically smell it, can’t you, your mouth watering as you almost taste that first bite?
“Alright, enough of the acronym!” you say. “We remember it already. You’re making us hungry! But what does it mean? How are those four letters going to help me with my writing, and why are they arranged in that order? Why is it SEAR and not EARS?”
So here we go. Here are the four things you need to think about when you sit down to write at work, in the order you should generally think about them:
Strategy–Basically the idea here is to do a little planning before you start to write. Take the time to think about whether email is really the right format for your message. Have you clearly worked out what it is that you have to say, or are you still struggling with it? Have you given yourself enough time to write and to write well? Is there something in your email that could get you in trouble down the road? Best to consider these ideas before you even start typing a new message.
Emotion plays a crucial role in the overall strategy of your writing, but it’s something that’s often ignored. Poorly-handled emotional content can probably cause you more severe problems than any of the other pitfalls of writing email. And most of the time emotions get stirred up unintentionally because we are simply better at communicating in person than we are in writing. Email is notorious for lacking the cues to tone and meaning that we share in our everyday person-to-person conversations. Because of this, it’s often hard to tell if someone is kidding or if they’re really angry with us. Are they just being brief, or are they upset? And the truth is that we don’t always take the time to be good readers, either, which makes it even harder to communicate clearly.
But we all need to take a little more responsibility for our writing to make sure that it isn’t going to stir up emotions unnecessarily. Is the message you need to convey something that’s loaded with emotional content? If so, maybe you would be better off considering another, more personal, format. Do you have a history of conflict with the person you intend to write? Are they likely to react badly to this particular topic? If so, you might want to reconsider using email and pick up the phone instead. Better yet, walk down the hall and see them in person if you can. I know, many of us would rather avoid conflict at all cost. But sending an email that upsets someone isn’t going to help.
Audience–This idea really builds on the topic of emotion. It’s critical that you always think about who you are writing to. How are they going to react to your message? Do they even know who you are? If not, you’ll need to introduce yourself. How are you going to get their attention when they get hundreds of emails every day? What are they interested in and what information do you have that they are going to care about? It’s important to make sure that your message is modulated for this particular audience. Are you using the right tone? If you’re writing to the president of your company in the same tone that you write to your best friend, you should probably reconsider unless you’re also a VIP. Is the person you’re writing to a stickler for spelling and grammar? If so, you’d better run that spellcheck and proofread one more time.
Rules have to be followed to make sure that all of your other hard work isn’t wasted. So far I’ve played down the importance of correct grammar and punctuation, which is why I’ve made this the last of my four topics. But the fact is that you can do everything else well and still lose all your credibility if your readers are put off by typos and missing punctuation. There are still lots of people out there who will judge your intelligence and ability based on the mechanics of your writing–whether or not that is fair. Know who those sticklers are and do your best to weed out the mistakes in your messages to them.
But really, why not do your best in all the emails you send? The rules of grammar and punctuation only exist to make language clear and easy to read. When you write poorly you increase the chances that your message will be misunderstood or not read in the first place. After all, if you can’t take the time to write clearly, why should your reader struggle to make sense out of what you have to say?
Those are the headlines, the big ideas from what follows. Follow this blog for more specifics.
Yesterday I saw Washington Post chairman and CEO Donald Graham talking about the decision to sell his newspaper to Amazon founder Jeff Bezos. What really caught my attention was his explanation that he felt good about the sale partly because Bezos believes in writing:
He’s a reader and he’s a writer. Unusually, out at Amazon, meetings don’t start with slide presentations or PowerPoints. At Jeff’s request, they start with whoever convenes the meeting writing an essay. The first 10 minutes, everybody sits down and reads what the person convening the meeting wrote.
Why? Because he thinks writing requires thought. So that is a little tribute to the power of the written word.
I have no way of knowing if it’s true that PowerPoint is banned from the beginning of all meetings at Amazon, but I love the idea. Requiring people to write out their ideas in sentences and paragraphs complete with context, transitions, and conclusions would help overcome some of the sloppy and incomplete thinking that slides and bullet points lend to so many meetings.
Even better, the idea of having to write an essay might convince people to cancel many of the meetings that only waste everyone’s time.
Excellent advice, whether you’re using Prezi, PowerPoint, or a good old whiteboard. Simplify your visual aids and treat them as exhibits for your audience, not as your script.
One of the main reasons that most presentations are bad, boring and ineffective is because we learn from bad examples. We see lots of slides full of text, so we create some of our own. We’re bored by talks that don’t try very hard to be interesting, so we don’t try very hard ourselves. And we sit through so many meetings where everyone just tries to make themselves look good that our own presentations start to lose touch with reality.
Sometimes what you need to do to make your talks and meetings truly interesting, memorable and effective is to do the opposite of what everyone else is doing. Take the routine, typical presentation that everyone expects you to give and stand it on its head.
Have you ever had this experience?
You’re sitting in one of those big status meetings where everyone goes around the table and talks about all the projects that they’re working on. And every project, it seems, is a smashing success. Ahead of schedule, under budget, beloved by all.
But you know better. You were just talking to the guy from Accounting about how their new expense system was going to have to be totally rewritten. The Human Resources people had been in a panic the day before because of an open rebellion over changes to the electronic time card used by every employee, and the people who run your network are frantically banging on their laptops throughout the whole meeting because the link between your Seattle and Portland offices is down. But somehow none of this is mentioned. Everything, you’re told, is going great!
This is one of the main reasons that people hate sitting through meetings and presentations so much. These meetings aren’t just a waste of time, they’re dishonest. Instead of talking about issues so they can be solved, everyone uses meetings like this to make themselves look good.
My friend Marti and I had an experience like this at a conference where we heard one speaker after another talk about how smoothly all of their projects were going. We were working on the exact same kind of initiatives and in our experience they were always much more complicated and, well, painful than what we were being told. After hearing over and over again how great everything is you start to think that either you are a total idiot or what you’re hearing is less an honest appraisal of a project and more resume polishing. Marti and I chose to believe the later. Call us crazy, but we want to get something useful out of a presentation when we’ve paid conference fees and struggled out of bed to get to the session after the disco party the night before.
So Marti and I decided that it would be easier to learn from peoples’ failures than their successes. We wound up proposing a conference session the next year called The Worst Mistake I Ever Made. The idea was that we’d have a panel that would talk about the worst project each speaker had ever been responsible for and what they’d learned from the experience. If nothing else, hearing stories about disasters would be more entertaining than listening to people talk about how great they were.
Not everyone was as excited about the idea as we were. The conference organizers didn’t put our session on the schedule the first year we proposed it. Or the second. The third year they finally found a slot for us though, worried that the topic was too “negative,” they changed the title to “Lessons Learned.” And they gave us what may be the worst time slot for any conference–the very last one. After a week of sitting in ballrooms all day and carousing all night, people tend to be ready to head home or to spend the afternoon by the pool. We figured we needed to do something out of the ordinary if we were going to get anyone’s attention.
So we handed every audience member a questionnaire as they entered the room asking about their biggest professional disaster. After we had shared our own traumatic and hilarious stories of our biggest mistakes and what we had learned from them, we asked people in the audience to share their own stories. You’d think that people might be unwilling to tell 80 other people about their failures, but we had more than enough volunteers to fill the time we’d been given. The stories were great, everyone laughed, and our session received the best audience evaluations of the whole conference.
Why did it work?
But more than anything, I think the session worked because it was different from all the other talks that people had already sat through that week. No one else built their whole session around things going wrong. No one else asked them to fill out a survey as they entered the room. And certainly no one asked them to stand up and share their biggest, most embarrassing mistake with a room full of their peers.
Next time you have to give a talk, try to do something different to grab the audience’s attention. Sometimes the best thing you can do is exactly the opposite of what people expect. Think about what that would look like in your environment and try to do something that will catch people by surprise and make a real impact.
We’ve covered a lot of other steps in writing a presentation already. It’s only after you’ve worked on (or at least given some thought to) each of them that you should consider creating what many people mistakenly think of as their “presentations.”
Developing Visual Aids
After you’ve created a script for yourself you’re finally at the point where you can start developing slides and other materials that will act as the visual aids for your talk. You might have come up with some ideas for visuals during your brainstorming sessions or as you developed your ideas, but this is the point where we suggest you might actually fire up PowerPoint for the first time.
That certainly doesn’t mean that you have to use slides, however. Defaulting to slides that look just like those you see in every other presentation is probably the least effective thing you can do. Consider whether you can do away with slides and rely on other kinds of exhibits, a demo, or props. Can you make your interactions with your audience the focus of your whole presentation?
If you do use slides, think about how you can minimize your reliance on them. Whatever you wind up doing, make sure that your visual aids serve a purpose that supports your objective; don’t include them just because they’re expected.
Practice
Finally it’s time to rehearse your talk. Any presentation that requires you to stand up in front of an audience deserves at least a little bit of practice to make sure that you’re ready for the real thing. But that doesn’t mean that you need to commit a huge amount of time to rehearsing. You can approach it on several different levels of scale, everything from simply running through your main ideas in your head to recording a full dress rehearsal in a room with a live audience.
Not every presentation requires a lot of practice, but you don’t want to find yourself struggling in front of your “real” audience as you try to recall your own presentation. I can almost guarantee that any presentation you’ve found memorable and engaging, no matter how spontaneous it looked, involved a fair amount of rehearsal.
Many people don’t want to hear this. But, yes, it is a good idea to write down what you plan to say.
Sure, it’s a lot of work. But despite how the vast majority of speakers seem to operate, just winging it isn’t good enough.
Once you have a firm handle on which ideas you’re going to discuss, you can start working on a script for your talk that will include your entire presentation—what you’ll say, how you’re going to say it, things that aren’t going to be on your slides, any ideas you have for visuals before you start creating slides, interactions you have planned with the audience.
We’re not saying that your final presentation should involve reading the script. It absolutely shouldn’t. But writing everything out gives you the chance to see if your ideas are really working together and to make an overall plan for how you want a presentation to go.
This is where you figure out the flow of your argument and write up the “performance” part of your talk. It’s the most important step for creating an impressively polished presentation. Once you have the scripting all figured out you should be ready to deliver your talk if you absolutely had to. You don’t have visual aids yet, but that’s OK because you have an argument to persuade your audience.
You don’t want to be critical of your ideas while you’re brainstorming for a presentation, but at some point you’re going to have to figure out what belongs, what doesn’t, and where it goes. We call this the editing phase, and it can be painful; few of us like ripping out our ideas. Most people are terrible at editing themselves and resist it as much as they can. The general failure to edit is why we see so many slides full of junk.
But the editing process can also be liberating. Start by grouping your ideas to figure out what goes together and what doesn’t really belong at all. Narrowing down your ideas gives you a stronger focus and a much better argument in the long run. It’s important to remember that sheer volume of material and information isn’t likely to persuade an audience. They’re much more likely to remember a carefully constructed talk that presents a few important details.
We also use the editing stage in order to figure out how much we’re realistically going to be able to cover in the time we’ve been given. Early in our planning stages we often have lists of exercises and visual aids that never make it into the final product, but that’s OK. What you want to have in the end is the best of your ideas that you can accomplish with the time and resources available.
Presenters who can ruthlessly edit themselves often look like geniuses because they are so spot-on. Audiences only see the good stuff.
BulletProof Presentations 