Write-Brained Notions Write-Brained Notions in a Left-Brained Worldin a Left-Brained World

Presented by RANDI MAYESExecutive Director of ILTA

October 28, 2008

randi@iltanet.org512.795.4661

Our AgendaOur AgendaYou Are What You WriteThe Five W’s in the Information

AgeForm over Function?  Never!Word vs. Word Perfect (not the

software, silly)

Please Don’t Hate Me Because I’m Grammatically Correct

Release Your Inner Copyeditor

You Are What You WriteYou Are What You WriteWords convey:Intellect, wit, education (or lack thereof)

Words create perceptions of:Experience, knowledge, style (or

lack thereof)

Words sell/promote:Ideas, concepts, campaigns (or lack

thereof)

Words have POWER – wield them carefully!

You Are What You Write You Are What You Write (cont’d)(cont’d)Tone is the “body language” of the

written word:Engage your reader

(make “written” eye contact)Respect your reader

(use verbal gestures to show interest)Entertain and enlighten your reader

(use gestures to show humor and understanding)

Five W’s of the Five W’s of the Information AgeInformation AgeDon’t forget the journalistic model:

who, what, where, when, why (and how)

Miss Scarlet killed Professor Plum in the library last Tuesday in a fit of rage.

Add elements of:WorthWitWarmthWhimsyWeight (Waste-Free)

Ditch These Five W’sDitch These Five W’sWeirdWoefully-WeakWonkyWord-WaistfulWrong

Miss Scarlet killed Professor Plum in the library on Tuesday in a fit of rage. Rose Scarlet, legendary film star and philanthropist, was taken into custody on Tuesday afternoon, charged with the brutal murder of Microsoft CEO Paul Plum. Officers described the murder scene as “something you’d see in a horror movie.” Once a richly appointed sanctuary, Plum’s library was reduced to rubble by Ms. Scarlet’s ax-wielding rampage.

Rumors of the couple’s growing discontent have been circulating for weeks, so it came as no surprise to those close to them to learn of this tragic event. Miss Scarlet, ex-wife of Apple’s Steve Jobs, felt her Apple stock would tumble when Professor Plum’s Vista vision came to fruition. Executives at Microsoft were inconsolable with this latest “Black Screen of Death.”

Edit for “Weight”Edit for “Weight”Make your work “Waist-Make your work “Waist-Free”Free”

Our solemn vow:Our solemn vow:We will be clear; we will be We will be clear; we will be brief.brief.

Rose Scarlet, legendary film star and philanthropist, was taken into custody on Tuesday afternoon, charged with the brutal murder of Microsoft CEO Paul Plum.

Film star/philanthropist Rose Scarlet was arrested on Tuesday, charged with the brutal murder of Microsoft CEO Paul Plum.

Officers described the murder scene as “something you’d see in a horror movie.” Once a richly appointed sanctuary, Plum’s library was reduced to rubble by Ms. Scarlet’s ax-wielding rampage.

The rubble of Plum’s opulent library was right out of a horror movie, according to officers at the scene.

Rumors of the couple’s growing discontent have been circulating for weeks, so it came as no surprise to those close to them to learn of this tragic event.

Those close to the couple were aware of the troubled relationship and were concerned for Plum’s safety.

Miss Scarlet, ex-wife of Apple’s Steve Jobs, felt her Apple stock would tumble when Plum’s Vista vision came to fruition. Executives at Microsoft were inconsolable with this latest “Black Screen of Death.”

Worried about her Apple stock’s value, the former Mrs. Steve Jobs killed Microsoft’s hope of rescuing Vista when she killed Plum. Inconsolable Microsoft executives are seeing Vista’s “Black Screen of Death.”

Film star/philanthropist Rose Scarlet was arrested on Tuesday, charged with the brutal murder of Microsoft CEO Paul Plum. The rubble of Plum’s opulent library was right out of a horror movie, according to officers at the scene.

Those close to the couple were aware of the troubled relationship and were concerned for Plum’s safety. Worried about the future value of her Apple stock, the former Mrs. Steve Jobs killed Microsoft’s hope of a rescuing Vista when she killed Plum. Inconsolable Microsoft executives are seeing Vista’s “Black Screen of Death.”

Form over Function? Form over Function? Never!Never!Know your audience

Tailor the language accordinglyUtilize their time effectively

Solve a problem or sell an ideaOpen with a strong thesisUse language that telegraphs your

thesisBe specific and directMake every “key” word carry weightObserve “parallel” constructions

Write in a conversational styleEmphasize unique qualitiesDo more with less (clarity/brevity)

Word vs. Word PerfectWord vs. Word Perfect“Any language where the unassuming word fly signifies an annoying insect, a means of travel, and a critical part of a gentleman’s apparel is clearly asking to be mangled.”

From Bill Bryson’s “The Mother Tongue”

Down with Verbal ClutterDown with Verbal ClutterVC is a “waste of language.”

It takes up space at the beginning of sentences:•It is important to note that…•We cannot emphasize strongly enough…•To repeat the points made above…

Writing that is “fixing to” write:•This article will cover . . . •I’m going to write about . . . .

Verbal Clutter cont’dVerbal Clutter cont’dIt lurks in trite phrasing•At this point in time / now•Due to the fact that / because•For the purpose of / for•Whether or not / whether•At the point that / when•With regard to / regarding

Verbal Clutter cont’dVerbal Clutter cont’dIt lurks in redundant words and phrases:•Our panel of experts with years of experience . . .

/ Our experts . . .•The product suite, including all the applications, . . .

/ The application suite . . .

Verbal Clutter cont’dVerbal Clutter cont’dPrepositional clutter:Off of / offIn between / betweenTogether with / with

Conjunction dysfunction“And also” / use just “and” (or “also”)“And too” / use just “and” (or “too”)

“And/or” / can only be used when both/either options will work

Bring beer and/or wine.But not . . . . You can travel by boat and/or airplane.

Verbal Clutter cont’dVerbal Clutter cont’dMore than one way to reduce clutter:Take the phrase, “in terms of”

“We have to plan soon what to do in terms of Thanksgiving.” (for)

“What are we going to do in terms of paying these bills?” (about)

“A little chili powder goes a long way in terms of spicing up any dish.” (toward)

“What do you like in terms of movies?” (What kind of movies do you like?)

Verbal Clutter cont’dVerbal Clutter cont’dLimit the use of passive verbs – they’re breeding grounds for verbal clutter.Don’t bury your verbs by turning them into nouns:The panel will have a discussion. / The panel will discuss.Our speaker has knowledge. / Our speaker knows.

Identify the subject, and let the subject carry the verb:Success is ensured by careful planning. / Careful planning ensures success.

Please Don’t Hate Me Please Don’t Hate Me Because I’m Because I’m Grammatically CorrectGrammatically CorrectThe Lesson Plan:•Pronouns•Common errors with possessives and contractions•Common errors with word usage•Adverb placement•Subject/verb agreement•Split infinitives•Prepositions at the end of sentences•Misplaced modifiers

PronounsPronounsSubjective Objective

ReflexiveI Me MyselfHe/She/They Him/Her/Them Himself,

etc.We Us Ourselves

She and I are the speakers, and we are talking about grammar. Listen to her and me as we speak.

Between you and me . . .

Reflexive PronounsReflexive PronounsMany consider Chris a jerk, but I

myself tolerate him. Which brings me to ask myself, why?

She herself is to blame for the accident.

Never use one of the “self” pronouns without a preceding noun or pronoun as its companion.

Possessives/ContractionsPossessives/ContractionsPossessive pronouns don’t have an

apostrophe: its/his/hers/ours/theirs/yours

It’s contracts “it is” or “it has”Their / they’reYour / you’re

Don’t use an apostrophe AND “of”Wrong: It’s a pet peeve of

Randi’s.Right: It’s Randi’s pet peeve. OR It’s a pet peeve of Randi.

Common Usage ErrorsCommon Usage Errors

Affect / EffectA while / AwhileComprised / Composed of Continuously / ContinuallyCriterion / CriteriaDifferent from / Different thanFarther / FurtherImply / Infer

Adverb PlacementAdverb Placement

Watch the placement of . . .◦Almost◦Even◦Hardly◦Just◦Only◦Nearly

Adverb PlacementAdverb Placement

Spoken: I only saw your mother (I saw no one else except your mother)

Written: I saw only your mother. Spoken: I only saw your mother

("saw" is emphasized; seeing her is the only thing I did)

Written: I only saw your mother.Spoken: I only saw your mother (Of

all the mothers, I only saw yours, not mine, Jack's, etc.)

Written: I saw your mother only.

Subject/Verb AgreementSubject/Verb Agreement

A single subject takes a singular verb. Plural subjects take a plural verb.

The application suite was difficult to install.

The application suite and its companion products were difficult to install.

The application suite, with an array of tools to modify our attorneys’ desktops, reconfigure our printers and manage other products, was difficult to install.

Plural and Collective NounsPlural and Collective Nouns

None are wearing red.Collective nouns like Staff / Team

/ Group / Herd can be singular or plural◦The hospital staff is taking a holiday

on Friday.◦The hospital staff are going about

their duties.◦The team is ready to take the field.◦The debate team are taking

different sides on the topic.

Noun OdditiesNoun OdditiesDuet, pair, trio, foursome, etc. take a

singular verb (The trio is rehearsing.)Binary nouns take a plural verb.

Scissors / Pants / Binoculars / Glasses / TweezersMy new glasses are in the car . . . . but . . . My new pair of glasses is in the car.

These nouns require a singular verb:◦ Every dog has his day.◦ Everybody is leaving tomorrow.◦ Everyone is excited.

Split InfinitivesSplit InfinitivesInfinitives are the “to” forms of verbs.

To split or not to split . . . that is the question.

If correction is desirable, place the adverb where it doesn’t alter the meaning.◦ His first reaction was to immediately hit

the delete key.◦ His first reaction was to hit the delete key

immediately. . . . or ◦ His immediate reaction was to hit the delete

key.

Don’t sacrifice clarity in trying to “obey” a rule which shouldn’t exit.

Ending Sentences in Ending Sentences in PrepositionsPrepositions

Ending Sentences in Ending Sentences in PrepositionsPrepositionsWho did you hear that from? From whom did you hear that?Where did you hear that?

Where are you going to?Where are you going?

Where’s it at?Where is it?

I don’t know where you’re coming from.I don’t understand your approach.I can’t relate.I don’t understand.

Misplaced ModifiersMisplaced Modifiers

Clumsy placement results in chaos

Sizzling on the grill, I could smell the brisket for miles. (Am I on the grill?)

Good: I could smell the brisket sizzling on the grill for miles.

Better: The aroma of the sizzling brisket wafted for miles. (I shifted the subject from “I” to the aroma.)

Best: The sizzling brisket’s aroma wafted for miles.

Passive Voice Spells Passive Voice Spells TroubleTroubleIn reviewing Mary’s usage log,

hundreds of hours of eBay shopping were identified.

In reviewing the usage logs, the web administrator noted Mary’s excessive online shopping.

Release Your Inner Release Your Inner CopyeditorCopyeditorEstablish your goal and stay on targetThe thesis establishes the goalKnow your audience and respect themStart with the “big idea(s)” and honeRead your work s-l-o-w-l-yHug your editorSee with the eyes of the readerBe clear; be brief (ax another five

words)

The Write CliqueThe Write Clique

My favorite online authority:“Common Errors in English” by Paul

Brianswww.wsu.edu/~brians/errors/errors.html

Other great online resources:Ask Betty

http://depts.washington.edu/engl/askbetty/About.com: Grammar and Composition

http://grammar.about.com/

Great ReadsGreat Reads“The Mother Tongue and How It Got That

Way”by Bill Bryson

“Oxymoronica: Paradoxical Wit and Wisdom From History’s Greatest Wordsmiths”

by Dr. Mardy Grothe

“Eats, Shoots & Leaves”by Lynne Truss

And Other Fun StuffAnd Other Fun Stuff“Is Google Making Us Stupid?”

by Nicholas Carrhttp://www.theatlantic.com/doc/200807/google

Andy’s Private Screening Roomhttp://andysscreeningroom.blogspot.com/

Where to find information Where to find information onlineonlinewww.iltanet.orgwww.iltanet.orgCommunications / Publications

Tab:

• Editorial Calendar• Word Counts• Previously published white papers

and Peer to Peer articles

Peer to Peer Peer to Peer vs. White vs. White PaperPaperPeer to Peer

• Intriguing lead• Story-telling

elements• Snappy language• Informational• Wide interest

White Paper Article

•Open with executive summary•Paced for sitting-down reading•Content delivers information that informs strategic and purchasing decisions