Plain language professionals and marketers know the importance of connecting with audiences in messages they can relate to. But, how do you present those messages in the most meaningful way? You tell a story. The is the marketing focus of the future. It is here to stay. So, how do you adapt your style?

Echostories.com points to marketing leader Michael Brenner, Newscred, saying storytelling would be the future's number one way to connect with clients. Readers and writers are noting the need to speak directly to people, and connect with them about their interests. This is a cultural change away from delivering the "I want you to buy my goods now, because our stuff is great.' message. It has to be turned around to say: 'You love holidays. Where ever you go, good luggage can make the difference. Let us help you have a smooth, secure journey.' There isn't an 'I', 'my', 'our' in the second examples. Many may find this a hard habit to break. But, the checklist to successful story writing are straightforward.

The first rule is to let your clients lead the way: it's there story, not yours. That's a tough one. But, once you've done it a few times, and had their responses, you'll see its strengths. The second rule is that it that the focus should be on benefits —60% of what you write! Most importantly your story needs:
1. context—reader relevant angle
2. curiosity factor—gets their attention
3. characters—readers relate to
4. conversational style—talk with them, not at them
5. conflict and resolution—problem-solution; question-answer; before-after
6. conclusion that calls for action—set a challenge.

 Plain language is all about connecting with your audience. Writing in words they understand. In Business2Community blog on storytelling, 'crisp' is identified as a key writing trait. Is your writing crisp? clear? concise? These are all important factors in plain language ad connecting with readers. And, that's what this story is all about.

TED Talks on storytelling  - great stories about storytelling
PlainLanguageAcademy.com - online courses

Social media can be a lonely job for the solo publicist for an organization. This is very true for entrepreneurs, charities and small-to-medium enterprises (SME). Whether you are a leader or a follower—or  both—social media is a key part of your marketing activities. If you have to go it alone, planning, time management and tech support tools, and making it a truly social experience are all going to lead to success.

I am often asked to help SMEs with their social media—from coaching, to planning, to doing it. The sagest advice I received on social media (over a decade ago) is not to do other people's. Although in reality that isn't always practical, or possible, there is some truth to it. No one can tell their story (and we know story-telling is the next big marketing push) better than the story-tellers themselves. It's all about relationships. You need to have a close relationship with your client (internal or external), and they with you, to give your social media messages powerful meaning.

If you are in charge of social media messaging for your or someone else's organization, here are some helpful ideas from Communication Consultant Amy-Louise Tracey. It's all about being prepared, taking time and making technology work for you.

Give your social media plan depth. Think big—the whole calendar year—and identify dates, events and activities to promote.  I always plan backwards from the key date. Zoom in on each key time period, identify the messages, and select the media. Blog? Tweet? Post? Then do your micro plan—assign and create messages for key dates. Now sit back and admire your planning skills. The next year will be busy.

Make Hubspot, Hootsuite or your web platform's social media plug in–or all of these–your best friends. They were designed to help people just like you, who have a lot to do and not enough time. Also use bulit-in features, like sharing plug-ins, to spread the word. Share an older post or blog you think engaged followers may like. Look for other people's posts on the same or a similar topic to widen the experience. You don't have to be three places at once: but, you can make it look like you are all over the social media map.

Everyone is busy. But, it only takes a minute to ask someone to help support your/their campaign. In fact, build that into your plan. When the messages are about new products, get the product development team involved. They will have established networks, be on different platforms and can add a new dimension to your messages. The support you get may be a surprise.

For last year's International Plain Language Day Oct 13 Twitter campaign, #30plainwords, I started about mid-summer. Hootsuite—just one of those helpful social media management platforms—allowed me to create, schedule and track each tweet. The campaign also generated content for a blog post, updates for my Facebook Page and LinkedIn conversations. I let key people know what was coming and asked them to spread the word. It was so fun, and successful, that I am doing it again this year. Planning your content and your delivery well in advance, and getting tech and a virtual team involved, are key to the solo social media messenger's secret strategy.

Presented at the Editors' Association of Canada Conference, Vancovuer, June, 2016
 
1. Vision
Make sure your project is a shared vision: not double vision. Invest the time before you even pick up your pen, or open a new file, to find out exactly what your client and what your audience wants. Remember: the audience is number one in plain language projects.
 
2. Gather Resources
Each project—no matter how big or small, whether within your organization or virtual, full on or just a quick sketch—requires resources.
 
3. Make a Plan
Start with a bare plain language canvas. Then, bring your talents, team expertise and tools together to create a masterful work of art. Yes, the final version will be the 'show and tell'. But, ask any artists: the real results come from the pain staking planning upfront.
 
4. Tools and Supplies
Plain language uses many tools. But the important ones are unmasking your audience's personal needs and your information's true depth.
 
Readability tests—the early backbone of plain language—can only supply broad strokes to the canvas: you need to go deeper.  Don't forget to blend in user testing at each stage: it can add real visual power to your next version.
 
5. Begin
You are starting with a blank canvas for each project. Always keep the doors to communication open.  Start with gusto, but work with your client along the way. Go step-by-step: resist the temptation to throw all your creative and concept skills at the canvas in one go. Be prepared for tantrums—yours and theirs.  
 
6. Build a Foundation
Whether the project is one document, or a whole group of documents, or a mix of media, create a style guide. Consistency is a huge part of plain language: using first person instead of third; upper and lower case titles instead of screaming bold caps;  not underlining copy (readers think it's a hyperlink). Do it for your sanity and to create your signature.
 
7. Dip In Paint
So, you've done your preparation, planning, and the canvas is ready.  Go wild—'dip it in paint'. Go for the test, the rewrite, and the edit.  Create! Paint a clear picture of the top changes and share.  Training staff has always been a key part of my projects: it can make plain language the universal language of the organization.
 
8. Professional Secrets
Each and every one of you has unique skills, talents, knowledge and experience that will be transferable to any plain language project. The key is the audience. Use all the plain language tools to get, use and measure the impact of the audience's needs, interests, and expectations. It will make the final project so much more stunning.
 
9. Glue It Down
Put on the final touches—proofread, check against style guide and checklists, review audience feedback. Get someone else to take a close-up look. Give it to the users for final review. Finish it. Stand back and admire. Then, on with the show.
 
10. Unveil Your Work of Art
Make a big deal of the final project unveiling. Encourage your team to celebrate. This is a big accomplishment and deserves a 'gallery opening' style event.
 
Ask for samples. Some huge successes can be made, and you'll want a limited edition version for yourself.  Gather them for your next gallery showing!
 
Where an artist works primarily alone, plain language is all about collaboration. This may feel awkward at first – but it is the best way to get the 'oohs' and 'ahs' when the unveiling happens. Plain language is hard work and you must be proud of your creations.
 
Best of luck with your next work of art!

Slide show features art project by Cheryl Stephens.

A recent survey showed writers and readers alike crave conciseness. Of all the plain language writing guidelines, conciseness plays a top role. When I measured the volume of information I had 'deleted' when editing documents for plain language projects, more than 50% had been removed on average. If you look at Rewrite's cost calculators for writing emails and other messages, the expense of over-writing becomes clear. So what are five things you can do to write more concisely?

1. Write in a conversational tone, using words the reader understands.
2. Use active voice - who does what - for a clearer style of presenting information.
3. Always look for a shorter word (administration - we or they), or single word to replace a phrase (on a daily basis becomes daily).
4. Avoid jargon by finding an everyday term.
5. Keep sentences (25 words or less) and paragraphs (1-5 sentences) short.

 Just these five simple techniques will strengthen your plain writing, build stronger client connections  and help you stand out from the crowd. Begin building your plain language style guide with these points. Enjoy the clarity.

Survey link

If you think having a #Facebook page is the best place for your business to be, you might want to think again. Until last week, I thought the same thing. But, when delivering my Making Every Word Count - Using Clear Communication to Connect with Clients workshop to new entrepreneurs, I learned some key information. Millennial entrepreneurs prefer #Instagram to #Facebook. They have good reasons. This was promptly supported by an online article.

This Red Website blog post, from the day after my workshop, caught my eye. 5 reasons you should ditch Facebook and concentrate on Instagram instead  put it in #plainlanguage. Facebook has plateaued and without paid for ads your chances of getting conversions are declining. Instagram is just getting started. And, the filtering process used on the platforms makes a huge difference (See 3. below).

In a colourful poster, Red makes the numbers sing.
1. Since 2013, Facebook's organic marketing reach has declined 63%. Instagram's has grown 115%.
2. Only 32% of Facebook users engage with brands. 68% of Instagram users engage with brands.
3. Only 6% of Facebook brand followers are reached. While, Instagram reaches 100%.
This information is definitely worth exploring.

'One of the reasons I love to train, is what I learn from my students. Technology and entrepreneurial millennials are pushing the boundaries. They have experience across all platforms, curiosity and confidence, and want to be able to do things better. The words status quo - or leave as is -  are not in their vocabulary. Read this article. Read more articles. Consider a small change in direction for
your online marketing. And, definitely consider updating your social media marketing strategy for 2016.

Special thanks to Kootenay Street.com, UpUpPlayTower.com, KootenayStyle.com and soon to be online 'RealGoodFoodNelson;.

 
Communications convergence is here. Are you ready? Do you have a strategy? Find out what this group of experts in writing, editing, publishing, education and digital media had to say at Communication Convergence 2015 in Vancouver recently.


Communications Convergence 2015 Vancouver, organized by Cheryl Stephens and Katherine McManus, looked at how new media is changing how we communicate with and relate to our audiences.
 
Writers, editors, educators, publishers, authors, digital media experts joined forces to examine: Coping with the New: from distribution channels to audience expectations. Many questions were asked. A few conclusions were drawn.
 
How technology affects how we use language?

Public Relations professional Fawn Mulcahy lifted the lid by saying LOL (laugh out loud) that technology doesn't affect language. We are communicating with clients in new ways, often due to technology.  But, we need to build these words, technology and social media into our client communication strategies. What now? We need to go back to the drawing board and create new paradigms.
 

How does the new reality affect communication teams?
 
Panelists Paula Ayer, writer-editor, Frances Peck, communication consultant and writer, and Roberta Rich, author explored how their fields are changing. The consensus – publishers want more, better, faster. 'Much like our audiences.  Creative teams need to work more efficiently and effectively than ever.
 
Who is today's audience?
 
Cheryl Stephens, clear communication consultant, delved into The Hidden Intricacy of the Modern Reading Audience. Forget your concept of the client as a person, much like you, using simple demographics. We need to think about culture, language, health, literacy, stress, social situation and more. The 'general public' is not amorphous. Again, participants agreed we need to 'invest more' in getting to know our audiences, and at the early stages of the strategic planning.
 
Are Audience Expectations Changing Now That All Communications Is a Conversation?
 
I, with my clear communication consultant and trainer hats on, lead the whole group discussion looking at the change in audience expectations driven by the prevailing mode of communication – the conversation. The fusion of fictional and factual story telling is not new. What is new is that our messages are no longer linear. They are circular. We are all interacting and being interactive. We are listening and responding.
 
Participants suggested audiences, publishers and writers want communications to be:

• Directive
• Immediacy
• Transparency
• Accountable
• More democratic.

Passive behavior is so 20th century. We have to keep pace with the publics we serve.
 
We are all publishers now
 
Blake Desaulniers, writer, photographer, videographer and content marketer, issued this challenge: 'get with the digital, social, new media world we live in' and make it work. The Internet has made everyone a publisher, from social media messages, to blogs. 
 
If you are not doing keyword research, don't publish. SEO, keywords, digital media stats are now the threads that make or break our communication strategies. 'Engagement' and 'measurement' will determine the winners in today's complex and challenging marketplace.
 
His advice about developing a complex marketing persona, exploiting social media delivering higher quality engagement and integrating new metrics was thought-provoking.
 
Today we are looking at the new. Coping with creating effective strategies for our next move. And, our audience relationships couldn't be more competitive, challenging and complex.  But, the answers are in taking the time to build personas, track behaviours and build messages that tell stories our readers are keen on.  At your next meeting ask 'Who is our audience?' and see if your members are in tune with today's clients.
 

I celebrated International Plain Language Day 2015 by posting #30plainwords—one each day for the 30 days leading up to Oct 13. We can all use plain language resources. As words are at the heart of plain language, this list can be a starting point. It may be the beginning of a style guide for your organization, encouraging people to choose their words carefully.

Don't Use, Choose

1. anticipate, expect
2. attempt, try
3. As a consequence of, because
4. accordingly, so
5.commence, start
6.consequently, so
7.demonstrate, show
8.determine, decide
9. expedite, speed up
10.in the event of, if
11.facilitate, help
12.however, but
13.in accordance with, with
14.in relation to, due to
15.in the amount of, for
16.it is requested, please
17.at this point in time, now
18.modify, change
19. numerous, many
20. operate, use
21.prioritize, order
22.for the purpose of, for
23.prior to, before
24.regarding, about
25.represents, is
26. subsequently, after or then
27.therefore, so
28.transmit, send
29. with reference to, about
30. our office, we

Remember: Every word counts, and costs.

Starting your first plain language project—or initiating a new one—can seem like a big mountain to climb. But, it simply takes a step-by-step approach to get started, go the distance and achieve success. On International Plain Language Day Oct 13 we are inviting you to take the 'Write Clearly 2015' challenge. Here are tips to help you get started.

Seven tips for project success
Successful plain language projects have these seven characteristics in common:
1. the team - strategically choose people who can help you reach your goal.
2. SMART goals - reduce the volume of content in a document or simplify the writing.
3. clear guidelines - create a style guide for the project so everyone has the same information.
4. carefully select document or information collection - keep it manageable.
5. user or reader feedback -  helps drive the project forward.
6. training - for team and staff.
7. evaluation strategy - track all key developments.
Whether you are doing one document or an organizational overhaul, these steps are important. Success depends on excellent project management and team leadership. You can do it!

Seven steps to plain language
1.Select your document or group of documents.
2.Use plain language checklist to assess what clear communication guidelines are being used. Are missing?
3. Establish project style guide for everyone to use.
4. Carry out one or two readability or usability tests.
5. Edit document to style guide and test results.
6. Proof and re-test.
7. Finalize and design for readability.

When you reach the top of the mountain you will have a great view! Every project is a great learning experience. Expect a few surprises along the way. But, plan to celebrate the project and use it as a template in going forward.

If you need advice - get in touch.

(Exceprt from my guest blog on Rewritebook.com)

For years I have served up a three-course menu to plain language clients — Assess, Build and Communicate. Now, Lynda Harris, from New Zealand’s Write Limited, has laid down a five-course approach, using the Rewrite for Change™ Model, in her new book Rewrite: How to overcome daily sabotage of your brand and profit. Are more courses in the plain language meal really better? I reviewed the book to get a taste of her approach.



In my own business, I start by walking clients through the 5 Ws to Assess and get a clearer picture of the problem. Then we Build and serve solutions, offering style guides and assessments; rewriting and editing; training and coaching champions. We wrap up with the Communicate portion: the focus is on spreading the word about project success and future plans.



But Rewrite looks at a five-ingredient recipe (Rethink, Reboot, Reinvent, Replay, Reinforce). Step two is a total Reboot — a ‘radical change in writing style’. Perhaps ‘radical’ is the approach we really need in concocting the next wave of plain language consulting services, to get people to keep coming back for more.



Clients, regardless of their project scope or focus, often:


·         come for plain language services late in a project

·         see it primarily as an editing stage, not a process

·         don’t connect the dots between communication and their bottom line.



But Harris sees the link between words and money as a key ingredient to success — or failure. And she speaks directly to the decision makers in organisations to give them a taste of her approach.


Read the full blog here...