Tips of the Trade
After 20+ years in communications, I find it gratifying to share my expertise.
I hope you find these brief nuggets on editorial and design topics helpful in your work.
Maureen Glasoe, Principal
Less Is More
Most of us these days have the attention span of a gnat. To ensure your copy gets read — and remembered —
keep it short.
Try these techniques:
Of course, some writing requires a more expansive, longer-form approach. But in business and marketing communications, you’ll get more mileage from active, tightly written copy.
Avoid Acronym Overload
AMS… CAE... CME…
An association wouldn’t be an association without its acronyms. These handy little bundles of letters are used for conferences. For educational resources. For software. And, of course, for organizations themselves.
But if overused, acronyms can create confusion and affect readability. Unless your audience is highly familiar with an acronym, think twice before using it, especially if it will appear only once in your copy.
When you do employ an acronym, spell out the full name or term in the first reference, then use the acronym in subsequent references. For extra clarity in longer, non-marketing copy, include the acronym in parentheses after the initial, spelled-out reference.
Harness the Power of “You”
Never underestimate the power of speaking directly to your audience. That means weaving more “you” language into your copy. For example:
Readers respond more positively when a message is addressed to them. That’s why personalizing direct mail with recipients’ names produces better results than generic salutations. Research shows it works.
Review your copy. Does it talk directly to your audience?