Center for Plain Language Workshop Fall 2014 Plain Language: So what? Principles of writing to show IMPACT Chip Crane http://cpointconsulting.com/ "What's the point here?" Readers need to understand the Why? of your document so they can really appreciate the What? Learning a few principles will help you make that elusive "So What?" undefined the impact undefined explicit in your workplace writing. Whether a progress update for your supervisor, a brochure describing services, or an email about a new policy, making clear to readers why your information matters to them is vital to effective communication.

1. S
“So What?”
Principles of Writing to Show

2. What is Impact?

3. Impact
S Relevance
S Why does it matter?
S What’s at stake?

4. School Writing
WRITER CONTENT
(me) (stuff I have to write)

5. Workplace Writing
AUDIENCE
ME CONTENT
But beyond audience…

6. Workplace Writing
AUDIENCE
CONTEXT PURPOSE
ME CONTENT

7. Qualities of a Message with
Impact
S Clarity
S Humanity
S Authority
S Story
S Evidence
Don’t make readers CHASE your meaning.

8. 1
Audience
S Who is your audience? Who are your
readers?
S How does the situation look from their
point of view?
S What assumptions and expectations do
they bring with them?
S What kinds of things keep you from
thinking about your audience?

9. 2
Purpose
S What problem is your communication
solving?
S What need is your message meeting?
S What outcome do you seek?

10. 3
Context
S What factors outside your control
affect what you say and how it’s
received?
S Timing, Location, Setting
S Power and Direction

11. 4
Document type
S Email? Face-to-face? Phone call?
S Letter, Web posting, Newsletter
article?
S Formal policy, New SOP?

12. 4
Document Type
How can the same information take different forms
in these document types?
S Emails
S Policy
S Public Relations Articles
S Staff Updates
S Budget Request
S Performance Evaluations
S Letters of Recommendation
S Procedures / SOPs

13. 5
Structure & Organization:
S Prioritize – What do they need to read
(or hear) first, second, last?
S Place the most important information first
S Provide necessary background
S Organize your main points strategically
S Make your desired response clear

14. 5
Structure & Organization
Bottom Line Up Front
S If you could only get one thought across, what
would it be?
S What does everything else point to?

15. 6
Words
S Set the right tone
S Formal or informal?
S Personal or impersonal?
S Choose the best style
S Clear
S Concise
S Concrete
S Active

16. 7
Grammar & Mechanics
Does grammar matter?
“They know what I meant.”

17. 7
Grammar & Mechanics
You can plan you’re document write four
the indented inpact your desire on
you’re reader’s, but then loose
credibility by, failing to profread and,
corectly punctuate.

18. 7
Grammar & Mechanics
Let’s try that again…
You can plan your document right for the
intended impact you desire on your
readers, but then lose credibility by,
failing to proofread and, correctly
punctuate.

19. 7
Grammar & Mechanics
One more revision for punctuation and
word choice…
You can do everything else well to create
the intended impact on your readers
but then lose credibility by failing to
proofread and punctuate correctly.

20. Obstacles to Impact
S Over-evidence
S Too much, too soon
S Precision over purpose
S The Curse of Knowledge*
* Chip and Dan Heath, Made to Stick

21. Following up?
Christopher “Chip” Crane, Ph.D.
President, CPoint Consulting
cecrane@cpointconsulting.com
410-507-6938