I admit it. I’m a political junkie. Now don’t worry, I’m not going to discuss the Republican primary race. Instead, I’m going to share some TST word association with you.
You may be wondering how politics, word association and business writing are connected. If you’re in my head – it’s perfectly obvious. But I know you’re not in my head, so I’ll explain.
This month I have read and watched a lot about is the presidential caucuses. And, the word caucus begins with a C. Now my mind connects caucus with campaign – another C. And when my mind sees so many Cs (did you like that one!), I immediately spring back to my MU J-School days when the 7Cs Credible Content Checklist was our guiding principle semester after semester.
Get the word association pattern now? Caucus to Campaign to Credible Content Checklist!
Ok, even if you think I’ve gone loony, I promise this 7C checklist is a guaranteed path to better business writing.
7C Content Credibility Checklist
✔ Correct
When politico fact checkers rate speech and advertising content inaccurate, voters look for someone new to follow. Your followers are no different. Incorrect spelling, grammar and of course information turn away customers and prospects.
Before you print, publish or send – proof the document from beginning to end!
✔ Consistent
When your sales materials quote different prices than your website, readers won’t call you a flip-flopper. They simply won’t call you at all, or they will call only to complain!
In our bottom-up culture, businesses cannot afford the fallout from inconsistent content, even when the inconsistency seems like no big deal! Check out this blog excerpt. Would you want to do business with the author of this post?
I started this website for my friends and family because I was tired of seeing them get ripped off when they were creating a web site. They either paid way too much (and thought it was a good deal!) or got suckered into buying stuff they didn’t need. This was started for them, but I hope you find it helpful too. When creating a web-site, first you actually need to know what you should and should not put on the Website.
✔ Clear
Your emails, voicemail, website and social media presence are your bully pulpit…your opportunity to engage with supporters. Writing right means your words should communicate simply like a smile; your message as sincere as a handshake; and your explanations simple and clear like a political candidate’s desire to win.
✔ Concise
Ok, full disclosure here. Men are better than women when it comes to concise verbal communication. It’s true. Ever notice when your husband or guy friend is interested in what you have to say for the first 15 seconds?
On the web, readers – all of them – make a decision to read on or move on in 6 seconds. Have I made the case for concise?
Practice concise writing habits with this exercise.
- Write three verbs that describe you.
- Write three nouns that describe you.
- Write a 2 paragraph description of yourself using these six words.
- Highlight being verbs (is, am, are, be). Replace them with active verbs.
- Delete adverbs.
- Delete intensifiers such as really, very, quite, extremely and severely.
- Eliminate one-third of the words.
✔ Coherent
Have you ever wondered after learning about a political sex scandal, “What were they thinking!” Yep, that they-weren’t-thinking oops moment happens to both government leaders and businesses when they don’t have a coherent structure or plan to follow.
You can be sure that your content (verbal and written) will be right when you take the time to answer a few questions before you begin you content campaign.
- Who is my audience?
- What are the top 10 questions people ask about my services or products?
- What do I know that people should know about my services or products?
- What expertise can I or others in my company share with readers?
- What can I explain in easy-to-understand snack bites that would interest readers?
- Are there seasonal industry trends that would determine subjects to share?
- Is there a plan in place to keep everyone in the company informed of the content we publish?
- Do I have the resources to respond to anything that is published?
Knowing answers to these questions will help you create a coherent content.
✔ Complete
Don’t you hate those highly promoted debates where moderators ask questions and those behind the lecterns talk and talk without answering? It’s as if they hadn’t listened.
Your content must candidly, honestly and completely answer questions, public concerns and misunderstood details about your products and services. When you invest time listening, you gain the perspective to completely respond to your customers.
✔ Creative
This C won’t show up in all lists of the Seven Cs of Business Communication. But for me, it’s a must to determine “Is Your Content Right?” Afterall, the question is about your content, not the other guy’s content!
Creativity is your brand, your voice, your everything that sets you apart from him, or her or them! Without creative distinction among competitors, all the buyer has to do is play “Eeny, meeny, miny moe!” Not much loyalty in that consumer behavior.
Experiment with creative ways to communicate. Incorporate all forms of learning. Use podcasts for audio learners, video for visual learners, and quizzes and puzzles for the playful among your followers.
Still not sure if your Content is Right? Then check out the TST Writing Right Test and see just how much you know about Content Cs!
Now it’s your turn. PLEASE, PRETTY PLEASE share your Cs of better business writing in the comment section below.
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