The Write Stuff

Writing ain't easy–not even for professionals, like me, who craft stories for a living. So it's no surprise that relative “amateurs” in the insurance industry called upon to compose press releases, claim letters, proposals, reports or simple e-mail correspondence are often undermined by a lack of fundamental skills. My old friend and former colleague, Jack Appleman, offers invaluable help with his new book on the basics of business writing.

Jack and I started out together at “Modern Grocer,” a weekly newspaper covering the supermarket industry, back in 1979–the job I had before coming aboard NU in 1981. Jack went on to become a top-notch public relations executive, including a long stint at a major New Jersey insurance agency. For a number of years now, he's conducted on-site training for national insurance carriers, as well as taught at the university level.

He certainly has a lot of good advice to offer. For a taste, you may check out the article Jack wrote for NU back on Sept. 27, 2004, on this same general subject, headlined: “Bad Writing Can Cost Insurers Time & Money.” (Click here to read that article.)

The reason I'm recommending Jack's book is not just that he's a friend, but because so many in the insurance industry could benefit from what he has to teach. It's rare that I get a decently written press release, and a number of the reports and letters that are sent to me from industry insiders are poorly drafted.

The biggest problem for me personally is having people get to the point quickly enough. (I have a “limit” of 20 words or less for those pitching me a story idea, which Jack cites in his book). Other times, the ideas sent my way are communicated so badly that I don't know what the person is getting at.

That's why I'm quoted on Amazon.com and on the back cover of the book as stating that Jack's 10-step program is “just what the doctor ordered for anyone in business who gets tongue-tied when communicating ideas in writing.”

I go on to say that his lively manual embodies everything he teaches, providing a clear and concise roadmap for those who fear losing readers before getting their points across.

(You may order Jack's book via Amazon.com by clicking here.)

To give you a sample of the important lessons Jack teaches in both his book and his live training sessions, the following is a recap of his 10-Step Program, in Jack's own words:

–Step 1: Understand the Demand for Good Writing
If we don't write effectively, we get poor results. The pace and intensity of business demand that we communicate briefly and clearly–and doing so is a learned skill that richly repays the effort we make.

–Step 2: Know Where You're Taking Your Readers
It's a lot easier to find your way when you know where you're going. Define the message you want to get across to your readers, and then build a straight and solid bridge to lead them to your point.

–Step 3: Be Explicit, Clear and Concise
Don't present your readers with a murky swamp of vague terms, jargon, buzzwords, and stuffy phrases. Be precise and brief.

–Step 4: Grab Your Readers' Attention
Start with what's most important, unleash active verb power, and push readers' buttons.

–Step 5: Write with Rhythm to Hold Your Readers
When there is a smooth flow to your words and sentences, with good transitions to unify ideas, your reader will move easily through your message.

–Step 6: Organize to Help Your Readers Understand
Following the organizing method that's most suitable for each document you create will help your readers grasp the point you're making. Arranging ideas in a logical order, using introductory paragraphs and separating sections with subheads will make your documents simple to follow and easy to understand.

–Step 7: Choose a Tone That Produces Good Results
Fit your language and your attitude to your readers–even when the readers are a diverse lot. This is a great way to empathize with them.

–Step 8: Put Your Best Grammar on the Page
Grammar is nothing more frightening than a set of simple rules. Grasp them, apply them, and bend some old ones.

–Step 9: Edit, Rewrite, and Refine
When you've written your document, take your readers' position. Edit the document for message clarity, organization, and mechanics. Refine your writing until your gut tells you it's ready for your readers.

–Step 10: Master the Documents You Use Most Often
If you become adept at writing the kinds of documents you produce every day–e-mail messages, project proposals, customer letters, press releases or slide presentations–you'll have much less stress and get better results from your efforts.

Certainly, this is all easier said than done. And this is just an outline of the key issues you need to address to become a more effective writer.

Jack goes into great detail on each point, offering examples and concrete exercises to improve your writing skills. I assure you, it'll be worth the effort.