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    Carla Foote Email: carlacfoote (at) gmail (dot) com
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Insider Language

“Why don’t our customers follow the instructions?” is an all-to-common lament. If your customers can’t figure out how to register, pay, interact or respond to your communication, then it is a problem for your organization, not for the customer. Rather than assuming customers are dense, it is likely that the communication was written with insider knowledge and it is not clear to the customer. This is especially true for online processes that require several steps. It is popular to blame user error, but the onus is on the communicator to make processes clear to users who may not have sophisticated knowledge of organizational lingo.

How can you avoid unclear communication that uses insider language?

  • Be ruthless in editing word choices and selecting words that have common meaning, rather than acronyms and titles that are not obvious to your customers. Insider language does not belong in any communication going to external customers. Don’t assume they know what you mean, they don’t!
  • When editing instructions, actually take each step as it is given. This may seem obvious, but it is too easy to give a superficial edit. Always ask the question, “Now what do I do?” If the answer isn’t evident, then the instructions are not clear enough for an outsider.
  • Have real customers review key messages that impact revenue streams. What do they think and do when they see a message? Give out prizes and incentives to develop an advisory team of customers.
  • Listen to your customers. What words do they use to describe their interactions and activities? Use their words in your content and instructions.
  • Make sure visuals match instructions. People don’t actually read all the instructions on a computer screen or a paper form, so make sure there are clear visual cues for each step in a process.

It is hard to shed insider language, because everyone in your organization knows what it means, so all your internal editorial review will not eradicate insider language. Take intentional steps to think and talk like your customers, because their impression and actions related to your communications is all that matters.

Take a Break

March is a high volume editorial month in my world. In addition to the regular quarterly issue of MomSense magazine that went to print yesterday, our annual special edition went to print earlier this month. And many other departments have projects that need my editorial eyes at the same time. So some days my editorial brain is definitely taxed.

Here are some practices I have found to be useful in keeping up quality standards in a high-volume editorial cycle:

  • Taking physical breaks – getting out of my chair, walking to the kitchen for a glass of water, sticking my head outside to get some sun – sometimes even 10 minutes can refresh my brain and help keep me sharp.
  • Switching editorial style – going from the computer screen to paper-based editing is often enough to give me a fresh perspective.
  • Planning my day – I am definitely sharper in the morning than the afternoon, so I try to queue up projects in a way that uses my best time for the most intense brain work.
  • Watching my attitude – I know I need to take a break when I find myself accepting mediocre word choices or inconsistent grammar just because it would be simpler to have fewer changes in a rush project.
  • Pausing when I am tempted to push too fast to get another page done – sometimes I am tempted to start on one more page in the few minutes I might have before a meeting rather than saving the file and coming back later.
  • Saying no – this is the hardest but often the most important step to keep high quality. Rather than an outright “no,” I might suggest an alternate time: “I want to do a quality job on this extra project. I can’t have it done by 10 am today, but I can finish it by 1 pm.”

In addition to the practical tips that I often implement, the most important way to keep myself sharp is to build margin into my schedule. This is true for editorial project planning and also overall life planning. Something will go wrong during a project, and while I can’t plan for exactly what will go wrong, if I have left some space in the schedule for breathing, then I can more easily accommodate issues that come up. And after a very busy month of editing, a day off to enjoy fresh air is the best way to rejuvenate myself for the next project.

Word Count Matters

The most frequently repeated advice that editors give at writing conferences is, “Follow the guidelines.” Potential writers who want to get published in a magazine, blog, e-newsletter or website can maximize their opportunity to get published by following the guidelines for the organization. It is amazing how many people ignore this simple advice. Word count is one area that is frequently violated in submissions.

As an editor, the reason I establish a word count for a particular type of article or feature is that I know what length of article will fit best in a particular slot. On an e-newsletter, I use an established template, and if an article is too long or too short, it doesn’t look good in the template. In a magazine, I know how much space my graphic designer needs to grab the reader’s attention with design, and I know how many words I want on a particular page. On a website, I know how many words, on average, are above the fold, so that readers don’t need to scroll to read. Word count matters as part of the overall editorial decision-making process.

Obviously quality of content is more important than length of content, but given two submissions of equal quality, the submission that follows the word count specifications has a better chance of getting published. Not because editors are lazy, but because we are busy and it takes time to do an excellent job of cutting down a submission that is too long. Sometimes I enjoy the challenging of revising a piece to fit the necessary word count, but it definitely takes time and effort.

For the writer, word count can make the difference between getting published and getting put in the “maybe” file. For the editor, adherence to word count builds a smooth relationship with designers, who need space on the page or e-mail template to make the content package effective. Word count is one aspect of excellence in the writing and editorial process.

When Correct Grammar Looks Incorrect

In the course of everyday communication, most native speakers in any language don’t stop and think about grammatical rules as they speak or write. English is my native language, and I compose sentences and paragraphs without consciously thinking of grammar in every phrase. The conscious editing occurs when I go back to refine content. As a native speaker, I am actually grammatically correct most of the time, because in the course of growing up immersed in a language, I have internalized the rules, exceptions and patterns of language. If I switch to French, I have to think about grammar and construction in the written word. In conversational French, I just hope that good will rather than good grammar can communicate most of my intention.

When we move from “gut level” grammar to refined, edited communications, sometimes there is a conflict between what is grammatically correct and what looks correct. And this conflict can lead to interesting editorial conversations. I remember an incident quite a few years ago when I corrected a grammatical error several times in a communications piece, but the project manager insisted that my correction didn’t look good, so she didn’t want to make the change. Of course, I didn’t want something going out with my editorial approval that had a grammatical error, even if it was an error that only 1% of the population would notice.

Our particular conversation was over the use of an apostrophe on a word that was actually plural, not possessive. We were focused on the plural of the words “do” and “don’t.”  These words are often used as a pair, referring to lists of items we should or shouldn’t do. The usage that many people think looks correct is do’s and don’ts.  However, depending on which style guide you follow, dos and don’ts can be correct.

In the particular case of “dos and don’ts” the Chicago Manual of Style says “dos” is correct, and the AP Stylebook prefers “do’s” with the logic that the apostrophe is used to clarify the meaning or pronunciation, not signify possession. And for those who don’t think one of these options looks correct, that’s the role of style guides, to confirm what is correct.

I can’t remember who had the final word in our disagreement, but I do know that the role of editor sometimes includes a touch of diplomacy.

Responding to Negative Comments

As an editor, I am responsible for responding to people who are unhappy with a point of view expressed in editorial content. I keep several principles in mind when I am responding to negative comments. First of all, I assume that nothing I am going to say is going to change the mind of the person who was offended. While I would like to think that I have strong persuasive powers, the reality is that someone who is unhappy enough to write to the editor about an issue has strongly held beliefs. Secondly, I need to learn from comments and consider if we need to make changes to editorial practices. That doesn’t mean that every comment results in an editorial change, but if there is some sensitivity that is being missed in our editorial process, then we should learn from comments and work on improving our content process.

I use the following principles in crafting a response:

  • Keep it short. While it is tempting to respond point by point to criticism, the longer the response, the more someone can disagree with.
  • Keep it neutral. Affirm their point of view without necessarily agreeing to it. Phrases such as, “I appreciate that you care deeply about this topic.”
  • Keep it positive. Thank them for sharing their views and for being a caring reader.

In addition to these principles, I try to take a breath and distance myself from the comments. Often my first response to a strongly worded negative comment is to get defensive. Responding defensively could do potential harm to the editor-reader relationship, so I let an hour pass before I craft a response. If I am having trouble with my tone in the response, I will draft the response, then have a colleague review it to make sure I am not coming across negatively.

Reader feedback is an important part of the editorial process. Meaningful content can generate both positive and negative responses. A thoughtful editor learns from all feedback and is always evaluating the editorial decision-making process to stay true to the purpose and vision of the organization. And editors are human beings, so naturally we love getting positive comments and are pained by negative comments.

Communication Across Platforms

I received a great mailing from a nonprofit that I support. I was motivated to action, so I went on their website to find out more information. At first glance, there was nothing on their website that related to the mailing.  I continued looking further and was frustrated. Then I looked back at the mailing and saw a quick link for the website. I went to the quick link and found a PDF of the mailing and nothing more. I left their website disappointed. I can’t say exactly what I was looking for on their website, but the mailing inspired me to find out more information. What I expected on the quick link landing page was perhaps a short video showing more about the program. Or even short stories that fleshed out the programs that were described in the mailing.

This organization missed an opportunity to use a variety of communication platforms to inform and inspire me. I was motivated by the print piece. But on a web landing page, I could have been further engaged in story, pictures and video. Also, the home page for the organization should have had some nod to the topic of mailing, given that it was December and people are often looking for giving opportunities at that time of year.

Communication is a multidimensional experience. This can make it exhausting to be in the communications business, because we have to think of all platforms when designing a communications strategy. And we have to tell our story in print, video, email, web and social media platforms.

Rather than being satisfied with great content in a print piece for direct mail, this organization could have takes the next step and considered how else their audience might want to experience their information. A truly engaged recipient is looking for additional stories on the same topic. They could have asked the question, “If this direct mail piece is successful, what would be a good web and/or social media follow-up?” Posting a copy of what I had already seen in the mail was a waste of a web link.

In your own organization, what are all the ways that you communicate with your audience? How can you better integrate and utilize all available channels for your message? Don’t leave an engaged customer searching! Give them what they are looking for and more.

Incomplete Sentences

Overzealous editing can result in boring content. Rendering a grammatically perfect article or essay means that incomplete sentences are edited out, and emphatic expressions get toned down. So the goal for an editor is to balance grammatical accuracy and readability with the writer’s voice and purpose in the article. This is where the art of being an editor intersects with the science of correct grammar and an editor needs to exercise good judgment.

When I approach editing an article where the author uses incomplete sentences as part of her style and voice, I ask the following questions:

  • Does the whole piece make sense to an independent reader?
  • Does the author’s signature phrasing and style create ambiguity for the reader?
  • Are the first paragraph and the last paragraph tight and clear?
  • Are the stylistic elements appropriate for the readers?

There isn’t a right or wrong answer for each of these questions, but rather each is an opportunity for editorial judgment. The balance I seek as an editor is a clear piece that represents the author’s voice and communicates to the reader. Obviously, editorial judgment will vary for an academic audience versus a consumer audience.  A conversational style of writing includes incomplete sentences, because we don’t speak in complete sentences all the time or we would sound like stilted actors. Academic writing will result in different editorial judgments because the goal is precision and authority, not conversation.

The goal in editing is to clearly communicate with an audience. Accuracy is important, but voice is what breathes life into content, so both are considerations in editing. The art of editing is finding the right balance, and as the Fine Print Editorial tagline says, the difference between good and great is in the details.

Overuse of Quotation Marks

Some writers regularly use quotation marks to show special usage of a word. The use of quotation marks to indicate irony or a loose definition is meaningful but can also become tiresome. For example, consider the sentence:  Julia walked into the party with her “friend” and Julia quickly moved toward the center of the room. The use of quotation marks in this situation can imply sarcasm. The person with whom Julia arrived at the party might think he is Julia’s friend, but a real friend doesn’t warrant quotation marks around the label. However, the meaning is unclear, because the person accompanying Julia could also be more than a friend, perhaps her lover pretending to be a friend.  In either case, the quotation marks imply that the definition of the word is not the common meaning and the quotation marks also draw attention to the word.

Every now and then, such emphasis is interesting in prose. However, overuse of quotation marks is a sign of lazy writing. When I am editing a selection with too many quotation marks that do not signify actual quotations, I push the writer on word choice and suggest alternate words that are stronger and can stand on their own for meaning, without the use of quotation marks.

Sometimes the use of quotation marks is silly and illustrates a lack of knowledge about punctuation. I was recently at the emissions testing site, waiting for my car to be tested. There was an instructional sign on the door of the waiting room. At the end of the instructions, was a “Thanks” in quotation marks. If the maker of the sign wanted to emphasize how much he appreciates us as customers, then bold and/or italic font would be a good way to say Thanks in a stronger voice. Putting “Thanks” in quotation marks borders on sarcastic. We are actually captive to the emissions testing site, required by regulations to comply, so perhaps the workers don’t have to be actually thankful for us as customers. Obviously I am reading too much into the quotation marks. The sign maker thought that it was a good idea to put “Thanks” in quotation marks. And the sign did make me smile, mostly because of the unintended irony. I also was thankful because in the course of doing an errand I was provided with more material for my editorial blog.

Pitfalls of Spell Check

Spell check is a great feature of word processing systems; however, spell check is not perfect. There are too many words in the English language that are similar and require actual proofreading to rely simply on spell check. For instance, consider the sentence: I like to eat dessert in the desert. Spell check would approve of the words even if one “s” was placed differently: I like to eat desert in the dessert. The latter sentence is meaningless. We don’t sit in a chocolate cake and eat dust. However, recently in the grocery store, I whipped out my pen and added an “s” to a sign in the bakery department advertising “desert.”

Proofreading also depends on vocabulary knowledge, which was illustrated to me in a church worship service where I was dumbfounded at the lyrics: “His yolk is easy and his burden is light.” This song is based on a Bible verse using the analogy of a yoke, a wooden bar that joins together animals who are working together, to describe being joined to God. No mention of eggs and yolks, the yellow center of an egg, in this Bible verse. When I saw the lyrics on the screen, I looked around the room and didn’t see anyone else looking perplexed. Was is possible that I was the only one in the room who saw the egg on the face of the person who had prepared the lyrics? I know it is shallow of me to be distracted in my worship, but words actually do convey meaning, and the wrong words are sometimes extremely distracting.

Spell check is a great first step in the editorial process, but it cannot replace the careful proofing of each word and its meaning.

One final note – after I wrote this blog post, I used the spell check feature on my word processor. It actually performed well and flagged the crazy usage of “desert” and “dessert” in my examples and asked if I wanted to change them. I left them intact to illustrate my point. Then I went over to another word processing system and tested the sentence. It passed without flagging any errors. The “yokes” and “yolks” were not flagged in either system.

Capitalization and Change

Once upon a time the World Wide Web was a proper noun displayed in all capital letters. It was new and important and the way we presented the World Wide Web in descriptions affirmed the nature of its title. However, as time has passed, the web has become a common noun. It is treated the same as air and water, practically essential for life and not worthy of capitalization. We also dropped the descriptors in the title “World Wide” and just refer to it as the web now.

This illustrates the fluid nature of language. Grammar rules are rules for a time, and language evolves and changes over time. Some words and concepts might start as proper nouns but over time become common nouns.

The nature of change in grammar and language can be challenging for those who are writers and editors. We want to express ourselves accurately, but words and expressions change over time, so it becomes a judgment call regarding “correct” usage.

This is where communication standards can be helpful for an organization. Such standards can specify how the organization treats certain words, such as web or Web. Even communication standards need to be updated periodically, but they are helpful for editors because they cut down on the number of decisions that must be made about usage. In the absence of communication standards, internal consistency in a document is important. It would look unprofessional to read an article where the words Web and web were used interchangeably throughout the document. So in the absence of a standard, be consistent.

Industry standards, such as the AP Stylebook and the Chicago Manual of Style are important for a baseline. However, organizations often start with adherence to a particular style manual, then add their own variations and particular applications in their own style guide or standards.

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