Archive for the ‘Writing Principles’ Category
They flouted their disregard for the laws concerning proper disposal of hazardous waste.
Oh, he’s just playing politics. He’s flaunting the state’s constitution to push a political agenda, but what he’s trying to do won’t hold up under legal scrutiny.
In the examples shown above, flouted should be flaunted, and flaunting should be flouting.
Recently I’ve run across these and many similar misuses of the words “flout” and “flaunt” in print, online and on the radio. It seems as though a lot of people have only a fuzzy idea of the difference between flout and flaunt, so I think it’s worth taking a moment to talk about them.
To flout is to ignore or defy authority, or to treat laws with contemptuous disregard and scorn. It can also mean to mock or insult someone, or treat someone with contempt.
Brazen defiance and deliberate offense are contained in the notion of flout. If someone chooses to flout a rule or law or social convention, for example, their act shows a certain brash arrogance toward others. Why? Because to flout is to challenge and to affront, all while in the act of making one’s disdain plainly evident.
You can see, then, that the sentence beginning with “they flouted their disregard …” makes no sense, because it means the people in question ignored their disregard or treated it with contempt. By contrast, the correct word, flaunted, means they proudly or ostentatiously displayed their disregard in front of others in a way that indicated they mocked the laws.
To flaunt means to ostentatiously display oneself or something, or to parade in a showy and public way, often with the intent to inspire envy in others.
Flaunt contains an element of strut and swagger, of grandstanding and shameless spectacle. Those who flaunt engage in a theatrical, flashy exhibition that is intended to impress others in some dramatic way.
Consider the sentence that opens with “he’s flaunting the state’s constitution ….” In that case, the rest of the sentence indicates that the politician in question is not trying to show off or pretentiously parade any part of the constitution to his advantage. Rather, by attempting to defy or ignore it in order to further his agenda, he is flouting the state’s constitution.
Writers, readers and listeners, are you among those who have been flouting when you should flaunt, and vice versa? If so, maybe now is the time to draw a clear distinction between the two in your own mind, and then do your part to stop the epidemic of misuse of flaunt and flout.
Talkback: Have you found examples of misuses of flout and flaunt? Do you have any favorites? Now is your chance to weigh in on this topic and share your insights, anecdotes and stories by leaving comments. Thanks! Elizabeth Lexleigh lexpower The Write Ideas
Lately I’ve been spotting many misuses of nauseous and nauseated, which is unsettling, to say the least. And also kind of humorous.
While the two words both stem from the Latin nausea, meaning seasickness, they have different meanings.
The careful writer makes a distinction between them.
Something that is nauseous causes nausea.
For example, if you smell a nauseous odor, it makes you feel sick to your stomach.
You can also use the word figuratively to mean sickening, disgusting, or loathsome. For example, a nauseous idea or statement is one that disgusts you.
A perfectly fine synonym for nauseous is nauseating.
If something makes you feel sick to your stomach, you are nauseated.
Figuratively, the word can also be used to mean you feel sickened or disgusted.
The most common misuse seems to be something similar to this: “I feel nauseous,” which actually means: “I feel I make other people sick to their stomachs.”
Hey, could be. But probably the speaker means to say: “I feel nauseated,” meaning: “I feel sick to my stomach.”
Now it’s your turn: Has the misuse of these two words caught your eye? Do you have any examples to share with us? Thanks for leaving a comment! Elizabeth Lexleigh LexPower The Write Ideas
Meet two of my pet peeves in word usage: trooper and trouper
I am currently on a linguistic rampage about how to distinguish one from the other, because lately I’ve noticed an outbreak of misuse and misunderstanding involving these two words. Whenever I come across such an unfortunate lapse, it causes me to raise one eyebrow in dismay while staring at the offending noun through gimlet eyes.
The guilty know who they are (or, worse, maybe not).
Troop refers to a throng, crowd, herd or group. For example:
- a troop of State Police officers
- a troop (group) of friends
- a troop (flock) of birds
Trooper typically designates a member of a military unit or a police force, or a member of a Girl Scout or Boy Scout troop.
Webster’s Third New International Unabridged Dictionary lists the following as examples of troopers:
- enlisted cavalryman
- paratrooper or soldier
- mounted policeman
- one of a body of State police, usually using motorized vehicles
- Girl Scout or Boy Scout
By extension, “to be a real trooper” has come to mean “to show bravery and courage, especially in the face of adversity while on duty.”
Troupe refers to a company or group of performers on the stage: a company of actors and actresses; a theatrical troupe.
Trouper typically designates someone who is a member of a troupe, that is, an actor or an actress who belongs to a particular acting company.
By extension, “to be a real trouper” has come to mean knowing “the show must go on,” whatever it takes. Thus, a “real trouper” is a professional you can count on to help achieve the group’s goal, especially when the going gets rough. “Real troupers” will come through for you, no matter what, because they are committed, reliable and tenacious.
Once more then: Are you a trooper or a trouper?
Now it’s your turn: What are your pet “word pair” peeves? What sorts of homonymic misusage get under your skin, prompting you to think that civilization is irreversibly in decline? What confusions of meaning goad you into reaching for your red pen? What sorts of linguistic pratfalls provoke your inner editor to sally forth? Tell all in your comments – thanks! Elizabeth Lexleigh LexPower The Write Ideas
Happy New Year! As you make your business resolutions for the coming year, communicating better is likely on your list. Whether you are an entrepreneur charging forward at the head of a fast-track startup or are growing an established small, midsize or large company, you know that telling your story and getting your message out to your customers and prospects is absolutely vital to your continued success.
With my best wishes to you for a kickin’ and profitable New Year, here are four hot-off-the-press tips that will work wonders for you in 2011.
1. Set Your Objective
Establish an objective to serve as the framework for your communication project. In other words, what is your purpose in reaching out to your customers, a colleague, prospects, your staff, or the general public? What do you want your audience to know, do, think, or feel? What results are you looking to get? From a single letter to an entire advertising campaign in a variety of media, you must know why you are communicating.
Taking aim and knowing what your target is before you take action gives you a real edge over your competition. So don’t bypass the tried-and-true advantage of figuring out where you want to go before you hit the trail: set an objective.
2. Develop Your Strategy
Now that you have an objective, you need a way to get there. The path to your objective is your strategy.
A useful way of thinking about strategy is to ask this question: what achievable steps can I take to reach my objective? In other words …
What is your product, process, idea, and so on? Who are your audiences? How can you engage and hold their interest? What sort of material (white papers, letters, brochures, books, manuals, videos, websites, blogs and other social media, and so on) do you need to create to reach your audiences? What must you say to your audiences to accomplish your objective? What is your point of view? How do you begin to tell your story, make your pitch, start your message to get through to your audiences?
Basically, you can think of strategy as defining the who, what, where, when, and how as specifically as you can. Strategy is your gameplan, and every step must lead to the why, which is your objective.
3. Establish Your Theme
In music, a theme is a pattern of notes that makes the dominant statement at the opening of a composition. After establishing a theme in a piece, the composer develops it and plays with it until the end, when the musical exploration is resolved into a re-statement of the theme.
Communicating by words and images is similar. A good theme lets you own one or several words in the marketplace which are identifiably yours. In this sense, a theme positions or brands your message, that is, it creates “shelf space” in the minds of your audiences.
A theme is the glue that holds your strategy together. If you are spangling messages across market segments and platforms, what is the tie that binds, the unifying element, the cohesive force? Your theme.
You want coherence and organic unity? Grab yourself a dominant theme and stick with it for the project.
4. Create Your Message
Build your message around your theme. The message also must fit within some part of your strategy, so that it helps achieve your objective.
The persuasiveness and effectiveness of a message stem from four factors: what you say, how you say it, where you say it, and how often you say it.
The most important aspect of a message, however, is that you have to write for the audience. Do you know your audience well enough to send them a message they will find meaningful? Will your audience understand your message? Are you using words and images that are relevant and familiar to your audience? Will your message achieve the desired results with your target audience? Is the message appropriate for the medium you have selected, for example, the digital market space, a print magazine, a video or a white paper?
What are your thoughts on how to communicate well? Please share them by leaving a comment. Thanks! Elizabeth Lexleigh LexPower The Write Ideas
Does your company’s documentation provide excellent customer service, cut down on the costs of customer support (those call-center calls are not cheap) and help bring in qualified leads?
Is your documentation just a cost center or a smart investment that helps drive revenues?
Does your documentation help you win repeat business and attract new customers?
Really great product and services documentation can (and should) be an important part of your company’s business strategy. If you’ve always thought of documentation as just something you had to do, because every other company does, well, you’re missing out on a powerful tool that can help you lower costs and increase revenue.
What Makes Quality Documentation?
While quality documentation has many characteristics, the net-net result is that it provides a superior experience when your prospects and customers interact with your products and services. That, in turn, happens when the documentation makes it easy (and maybe even interesting and perhaps—gasp!—fun) for a prospect or a customer to find information they want, to learn what they need to know, or to solve a problem.
Put another way, it’s all about developing productive and valuable relationships with your audiences. And documentation is at the heart of it all.
Here are two key characteristics that are often overlooked, and that I think are essential if you want to build great documentation that will help you outmaneuver your competitors.
List of User Tasks and Links to Solutions
A key characteristic of excellent product and services documentation is the list of user tasks and links to the solutions. Even if you have parts and pieces of this elsewhere in your documentation, you need to have one section or module that lists every task and its links. Your listing should present tasks from a customer’s perspective, for example:
I want to do X…
How do I …?
When you create a task list, it is critically important that you use terms and phrases geared to your target audiences, which means you have to know who your audiences are and how they think. So be prepared to don your research hat.
How many times have you tried to find something (in print or online) and failed, only to discover that the documentation did in fact contain the topic you were looking for, but the index entry or other references to that topic required you to use one specific search term or phrase? And which one? Oh, it’s guess-a-lot time? Isn’t that frustrating? Help make your corner of the world a little happier by using a variety of terms and phrases in indexes, and build your search engines so they display “close but not quite” matches. Help your users find those tasks.
Your goal is to create a superior experience that helps build a positive relationship between your company and its customers.
A Customer-centric Perspective
The second key characteristic of outstanding documentation is that menus, options and features are presented and explained from a customer-centric perspective.
After all, your customers will look at your product and its parts and ask: Why would I use this? To do what?
When you explain menus, options and features, be sure to:
- Focus on real-world applications.
- Provide links to detailed how-tos.
To create documentation that is all about the customer requires thought, research and effort. This is much more difficult than merely churning out material that is product-centric or developer-centric, and is probably one reason why too many companies still produce perfunctory and ineffective documentation that is, quite frankly, not all that useful to the end user.
Great Documentation Is an Asset
Whether your company is a high-tech geek enterprise or entirely non-technical, your business needs great documentation to win in the marketplace.
It’s part of paying attention to your customer, as well as leveraging what can be an important sales and revenue-generating tool.
So, how is your documentation doing? Is it working for you?
Please share your thoughts by leaving a comment. Elizabeth Lexleigh LexPower The Write Ideas
Do you think it is ever appropriate to use the word you in technical documents?
At one company, where I was working as a contract freelance writer on a technical-writing project, the company’s lead technical writer decreed that no one was to use the word you in any technical document. Ever. Under any circumstances. For any reason whatsoever. He considered it too unscientific and non-technical.
For example, we were supposed to write: After the user enters the data, he or she should check the form before clicking the Submit button, instead of: After you enter the data, check the form before clicking the Submit button.
The first example sentence illustrates technical or scientific style, which is impersonal and presents content in a way that largely avoids personal pronouns (no you allowed, for example) and does not directly address the reader. This style favors the passive voice (which also helps avoid those pesky pronouns) and promotes nominalization (a process in which verbs are turned, sometimes illegally and indecorously, into nouns).
If you have ever read texts overflowing with words like optimization, monetization and the like—nouns created from verbs by the writer—then you are familiar with the technique of nominalization.
Technical style is frequently used in processes and procedures, which place the emphasis on the sequence of the action rather than on giving directions to the reader. In other words, a step is described, not written as an order or directive. Thus, the user is addressed indirectly and impersonally in the third person as he, she, one, the operator, the technician, the user, and so on.
All of that is supposed to sound more technical and scientific—as well as more objective and authoritative, in the opinion of some.
The second example sentence shows conversational style, in which you write to readers as though you are speaking to them. This style approves of using personal pronouns (you, for example) as well as the judicious use of contractions (don’t instead of do not).
As a bonus, conversational style encourages the use of the active voice, which adds conviction and liveliness to writing, and is almost always more concise than the passive voice. Readers find “action verbs” appealing, because such verbs are direct and show motion.
Using a conversational tone in technical communication can be quite effective and very engaging, as long as you don’t overdo it. Specifically, “not overdoing it” means to refrain from writing in a colloquial or chatty manner, using slang, and attempting to be humorous.
Conversational style is often used when writing directions, because you are telling the reader how to complete an action. Thus, the writer addresses the reader as you. For example: You must not enter a space between the numbers in this field. When writers use the command form of a verb, however, the you is not explicitly stated: Use only clean tools.
Striking a Balance
So, to you or not to you, that is the question.
In my opinion, it is preferable first to define and understand your audience, define the purpose of the document and understand your company’s communications objectives for the document, and then decide on a case-by-case basis whether to use the word you (and by implication, a more conversational style).
Given those parameters, I’m pretty certain you won’t be able to decide to “always” or “never” use the word you. It’s more likely you’ll find it necessary to strike a balance regarding its usage.
Even if your company has a style guide that addresses this issue, I’ll bet there will be times when its rules about when to use the word you will need some tweaking. What matters, after all, is how well you communicate with your audience, your customers, and if you have to bend a rule or make an occasional exception, then so be it. (Just be sure to discuss it with your manager first, of course.)
What do you think? Has the issue of using the word you in technical documents ever become a bone of contention in your company? Elizabeth Lexleigh LexPower The Write Ideas