The KellyGram

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At the May meeting of National Speakers Association-Arizona, we presented a brief program on how speakers can become better writers. Our focus was on three important and often neglected components of good writing: readability, brevity and accuracy.

More than a century ago, this piece of advice by famed newspaper publisher and editor Joseph Pulitzer touched on all three: "Put it before them briefly so they will read it, clearly so they will appreciate it, picturesquely so they will remember it and, above all, accurately so they will be guided by its light."

In this months issue, well focus on readability, and cover the brevity and accuracy keys in our July and August issues, respectively.

The Readability Key

One of the most common mistakes we see is using a different manner of communicating when writing than when speaking. We consistently use contractions when we speak, but fail to do so when we take pen in hand. Unless youre preparing a legal brief or a doctoral thesis, use contractions regularly in your writing. Its among the easiest way to improve readability.

Even the font you choose will impact readability. Sans serif typefaces, such as Arial and Helvetica, are fine for headlines, photo captions, brief sidebars, and so on, but theyre much harder to read in large blocks of copy. Virtually every newspaper, magazine and book published in America uses a serif typeface, such as Times New Roman, which youre reading hereits just easier to read. And, for the same reason, stay away from putting large blocks of copy in italics.

Aim for a Fog Index (see May 2007 KellyGram) no higher than 10 or 11. If you dont know how to calculate it, send us an email with "Fog Index" in the subject line, and well send you a copy of a report weve written about it.

Another good way to attract the reader is by including powerful third-party quotations. They can add authority, affirmation, humor, interest or curiosity. Many authors use quotations to introduce each chapter of their books, but pertinent ones can also be used within the text.

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SMILE AWHILE

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A Legend for Our Times

And, lo, it came to pass that a trader named Abraham Com took unto himself a young wife by the name of Dot. And Dot Com was a lovely woman, broad of shoulder and long of leg. Indeed, she had been called Amazon Dot Com. And she said unto Abraham, "Why doth thou travel from town to town with thy goods, when thou can trade without ever leaving thy tent?"

And Abraham did look at her as though she were several saddlebags short of a camel load, but simply asked: "How, dear?" And Dot replied: "I will place drums in all the towns to send messages saying what you have for sale. And when your goods are sold, delivery can be made by Uriahs Pony Stable (UPS)." And the drums began beating and were an immediate success.

And, lo, the land was so feverish with joy at the new riches and the deafening sound of drums that no one noticed that the real riches were going to the drum maker, Brother William of Gates, who bought up every drum company in the land. And indeed did insist on making drums which would only work if you bought Brother Williams drumsticks.

And Dot did say: "Oh, Abraham, what we have started is being taken over by others." And as Abraham looked out over the Bay of Ezekiel, or as it came to be known "eBay," he said: "We need a name that reflects what we are." And Dot replied: "Young Ambitious Hebrew Owner Operators."

"Whoopee!" said Abraham.

"No, YAHOO!" Dot replied.

(My thanks to long-time friend and colleague George Weinwurm for sending this gem.)

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ODDS AND ENDS

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Back Issues:

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Comments/Questions:

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Answer to Fun with Words:

P A R A D I S E
A P A C H E
P A R I S
T O N O P A H
S T   P A U L
P A C I F I C   O C E A N
T A M P A
D I S P A T C H

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THE LAST WORD

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Borrow money from pessimiststhey dont expect it back. (Steven Wright)

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© 2007 by Bob Kelly. All rights reserved.