Write like you talk. That’s the easiest way to communicate a message in a clear and compelling way. I harp on this repeatedly to those in my Mentor Program.
Yet far too many writers build roadblocks when they write. They use stodgy words and phrases that slow down readers. Here are six writing roadblocks you should eliminate from your news releases, media kits, pitch letters, how-to articles or anything else you send to the media.
—i.e. It means “that is, to be precise” and it is often used like this: The barnyard had many animals (i.e. pigs, goats, sheep, chickens).
Instead, say: The barnyard had many pigs, goats, sheep and chickens.
—e.g. It means “for example” and is often used like this: The U.S. Supreme Court decides many controversial issues (e.g. abortion, affirmative action, civil rights).
Instead say: “The U.S. Supreme Court decides many controversial issues such as abortion, affirmative action and civil rights.”
—Him/her and he/she. Don’t say, “Contact the reporter and tell him/her about your idea.”
Instead, say, “Contact the reporter and explain your idea.”
—And/or. Don’t say, “I want publicity on radio and/or TV.”
Instead say, I want publicity on radio or TV, or both.
—Abbreviations after a title that stand for degrees earned, professional designations or trade associations in which you are a member. Example: Dr. Sally Smith, PhD, MEd, CSP, LCD. The titles might impress those within your industry, but reporters view them as nothing more than alphabet soup. And they make you look unnecessarily highfalutin.
—Foreign phrases unfamiliar to those who speak English only. Soup du jour is fine. But using the phrase raison d’etre is expecting a lot from your readers.