Event Review: Write Like You Talk, Only Better

Written by William Smith, IABC/Toronto member and volunteer

Hey, I want to talk to you about a great PD event I attended recently called, Write Like You Talk, Only Better, by Barb Sawyers. A seasoned communicator and long-time IABC/Toronto member, Barb had the undivided attention of a room full of communicators at the St. Andrews Club and Conference Facility.

At the evening’s onset, Barb gave three basic takeaways for the audience to ponder: think about the person you want to connect with, pretend you are having a conversation with them, and, let your personality shine through.

When you are embarking on a writing project, plan your piece by figuring out who you want to reach. What gets them up in the morning and equally important, what keeps them up at night? Next, what is your key message? Barb recommends keeping it short, no longer than 25 words. Finally, create a road map for your writing assignment making sure it fits the objective. These steps will reduce the chances of developing writer’s block.

The key to writing like you talk is the need to let go of what others (your professors, teachers, senior managers and the legal department) want you to sound like. Barb suggests finding a private environment free of distractions (switch off e-mail, forward phones to voicemail and close the office door if you have one) where you can be alone with your thoughts and ideas.

Barb used the term “information snackers” to describe today’s readers – people who don’t ahve the time or motivation to wade through a mountain of information to get what they want.  That said, it’s imperative that you identify what they need and present it to them in a simple way, cutting out excess information and word clutter.

Finally, and above all else, check everything to make sure it’s in your voice, reads right and sound-alike words, such as its, it’s, you’re and your, are used in their proper context and spelled correctly.  While spellcheck is a wonderful invention, it will not catch these kinds of errors.   Take a break from the document and come back to proofread with fresh eyes at a later time.

Barb closed off by reiterating her original point – think about the person you want to connect with, pretend you are having a conversation with them and let your personality shine – and you can’t go wrong.

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