Posted on April 11, 2011 by Gary Chow | No Comments » | Trackback URL
I used to edit and proofread technical reports written by environmental scientists. What struck me was how formal and passive the writing was.
Their reports were full of passive sentence constructions such as ‘the writer believes’ or ‘it is thought’. And instead of referring to the reader as ‘you’ they’d refer to them using their full company name. So you end up with clunky sentences like ‘the writer will send to ABC Company the report within 12 days…’
The tone was stiff and stodgy. It was as if the use of personal pronouns was to be avoided at all cost because it was deemed insufficiently scientific.
I have a problem with this style of writing. It’s boring and a turn-off to readers. When readers switch off, it means you’ve failed in your main objective as a writer: to be understood.
Remember: information is giving out; communicating is getting through.
And the best way to ‘get through’ in your marketing communication is to write in an active, conversational tone. Address your readers directly and in a personal way. Use personal pronouns: we, you, us and I. You will come across as friendlier and more engaging.
People respond positively when they are addressed personally. So regardless of whether you are writing website copy, a marketing brochure, or a technical report, write in a direct, personal and active way.
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