Three different levels of writing that radiate out toward your audience

Grammar is critical, but there’s so much more to consider

Some will debate if writing is grammar or something more. I’m in the camp that thinks of grammar as necessary (and often forgotten) but it’s certainly not all there is to writing.

As Ann Handley has said, “Writing is not grammar, writing is thinking.” Carmen Hill agreed, and recently added: “Yes, and grammar helps precisely express your thinking.” With that I couldn’t agree more.

Of course, most of us don’t have the luxury of writing just for the sake of writing. Many of us — even Ann Handley — have jobs. And people who have jobs write to support a brand, whether it’s a company brand or a personal brand.

So, while good writing is good thinking and grammar helps express that thinking, there is, of course, even more.

I recently developed a three-tiered approach to writing that my serve as a good way to help ensure you’ve got all the bases covered. Because each area affects the others, I see it as a series of concentric circles where the writer starts at the center and works his or her way outward toward the audience. I hope this idea will help you in your writing. So, here we go!

Start with core skills, work your way out

I believe the core skills needed for good writing are at the center of what a writer does. This includes pure writing measures for things like grammar, syntax, spelling, sentence structure…you know, the basics. If you’re not confident in your knowledge of these topics, study them. Learn them. Know them. They are your friend.

This also means including the right information (and nothing more). This requires asking the right questions…lots of them. If you haven’t done this basic level of work, your audience is likely to become distracted and unable to receive your message.

Layer on the brand’s voice

The next layer out from core skills is brand voice. This is where the basics that all good writers are capable of get more specific and differentiated. Is your brand a conversational brand (like Target) or are you more formal (like the IRS)?

The difference is important, because the way these two brands would say the same thing is necessarily different. That difference has to make its way into your writing, and this should happen right after the basic levels are assured.

And, of course, don’t forget message alignment

Finally, as you continue to move out toward your audience, the last filter you apply should be to insure your message is aligned with your messaging strategy. If there’s a creative brief, are you aligned with it? Have you done everything you can to assure that your specific audience will respond to your message in the way you intend?

What we need here is an example

Okay, here’s the message you have to deliver: your brand is changing the way it will accept orders and you can now accept credit cards (I know, it must the last brand on the planet. Sorry, I was a little short on examples today. Forgive me.)

Core skills: along with good grammar and spelling, include the basic information your audience will need:

·      Which credit cards will you now accept?

·      Is this additive or are you doing this for the first time?

·      When does this begin?

·      Do I have to use a credit card?

Brand voice: tell the story your way

If this message were coming from Target: “Hey, we can now accept that credit card. Hurry up and get over here!”

If this were coming from the IRS: “Effective April 15, 2016, we will be able to accept Visa, MasterCard and Discover Card.”

Message alignment: spend some time in your audience’s shoes

You can quickly see this message would be different for millennials than it would be for Baby Boomers. But what about male millennials (One swipe and you’re gone!) vs female millennials (Never worry about having to carry real money again!)

Of course, no approach like this is perfect for every situation. But I hope this will give you some ideas as you’re writing and perhaps it will help you hone your message as you’re creating it

Good luck!