WANT TO BE LOUD AND CLEAR? WRITE FOR THE EAR

People accustomed to writing for the eye often don’t realize that writing for the ear demands an entirely different approach.

By remembering and using a few simple guidelines, you’ll make on-hold messages, sales presentations, and other spoken communication significantly more compelling and effective:

• Write with a single listener in mind to make copy more personal.

• Don’t sweat grammar. Conversational copy is easier to understand.

• Stick to short words. They’re more well-known and communicative.

• Use short sentences, because the listener can’t go back to re-hear the first part of a sentence.

• Since listeners can’t see numbers, keep them simple.

• Suppress sibilance’s pesky hiss by shunning “s” and “sh” sounds.

• Read it aloud. If you stumble or gasp for breath, rewrite it.

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