by Stephen R. Clark
All writing is not equal. Nor should it be. Just as we can use various tools to write with, such as a pencil, ballpoint, fountain pen, crayon, or marker, these can also describe different types of writing to fit different needs.
Elements that play into defining need include your audience, the action you want them to take, the medium you will use, your budget, the timing involved, and the consequence of your message.
Before you start writing, be clear about what type of writing you need so you can pick the right style.
Pencil it in
We’ve all “penciled the date in” when making appointments. This implies the meeting is a throw-away or very tentative. It may or may not happen and the consequence either way is light.
The same is true for “pencil copy.” This is writing that needs to be done “quick and dirty.” The message needs to be shared, but it isn’t vital to national or your security, so you don’t need to sweat the style. Just write the facts in plain good English and be done with it.
For instance, a reminder notice of a meeting that includes a brief agenda. You want people to show up on time, at the right place, and have something to say. All they need are the basics; the rest they’ll get and contribute at the meeting.
Ink it with a Bic
When you put ink to paper, it’s time to get a bit more serious. But maybe not too serious. The writing in an informal company newsletter needs to be well done, but it’s not great literature. The same is true for meeting minutes, church bulletins, and sale flyers.
Write in a conversational style and make sure your facts and quotes are accurate. The information needs to be fresh and timely, not weighted with endless detail and complex sentences.
Wake up & smell the marker
When it’s time to get attention and make an impression, bring out the big fat stinky bold black marker! Be audacious and gutsy. Write in broad strokes and use outlandish, exciting language. Just like they do in those tacky, but effective, carpet and auto dealership commercials.
If there’s a critical deadline your audience needs to respond by, or truly urgent information they need to take to heart, don’t be timid. Write bold, write big, make some noise, and maybe even raise a little stink, but without being offensive.
Pass the crayons
Are you writing about something fun, inventive, or playful? Then get out the crayons! Keep the tone light and colorful. Draw your audience into the fun. Make them see and feel the joy. Write to the senses.
Your company has had a record sales month and it’s time to celebrate. Don’t send out stodgy engraved invitations. Tell them to come and enjoy a steamy hot cup of cocoa with marshmallows and freshly baked glazed donuts! Give them a taste of what to expect. Whet their curiosity.
Let the fountain pens flow
Weighty topics and momentous events call for fine writing. Put on the evening gown or the tux and pull out your best gold-nibbed fountain pen.
When it’s a speech to contributors, a sermon for Sunday morning, a book for the ages, or an article detailing the ethical lapses of a company, it’s time to take time and carefully craft your message.
You need to be attentive to each word and shape every phrase and paragraph with painstaking precision.
Here is where voice is most critical in writing. Your message must resonate and be sound not only in its logic, but also in its tone. Be memorable, lyrical, and quotable.
So, whaddya need?
You’ve got a message that needs delivering. Who is it for? What do you want them to do? How are you sending it? How much time and money do you have? How truly enduring is your message?
Answering these questions will help you determine how to craft the final product. Who knows? You may need a marker headline with a crayon opening followed by a finely written body. Mixing styles is fine if it meets your need and connects with your audience. When that happens, it’s all good.