Active Voice Communications

Writers and editors have our fair share of pet peeves. Actually, we probably have more than our fair share. One of mine (and I know I’m not alone here) is the misuse and overuse of the word “literally.” This error seems to be everywhere lately, so I thought it was time for a primer.

Here’s the deal. “Literally” means it actually happened. Like, for real. Not metaphorically. Not figuratively.

So, when you said you “literally died,” that can’t be so, because … ya know, you’d be dead. Or your “jaw literally dropped to the ground.” Um, no, it didn’t. I know you don’t want to say your jaw figuratively dropped to the floor. But that’s what you mean.

But to make things confusing, Merriam-Webster offers up two definitions: the first, meaning actually. The second is this: in effect, virtually. My favorite part of the entry is this explanation: Since some people take sense 2 to be the opposite of sense 1, it has been frequently criticized as a misuse. Instead, the use is pure hyperbole intended to gain emphasis, but it often appears in contexts where no additional emphasis is necessary.

I would argue that indeed these are contradictory definitions — and that the examples above require no additional emphasis. But I’d be curious to hear what you think. I also think we’d be fine if, say, no one ever used the word “literally” again.

The other piece of the problem is the overuse of the word. “I literally ran 5 miles today.” OK, well, I’m assuming you wouldn’t tell me you figuratively ran 5 miles today. So, let’s just go with: “I ran 5 miles today.” Same with “I literally waited in the doctor’s office for 45 minutes.” I have a doctor, too, so I know that’s likely not an exaggeration. But if it IS an exaggeration, then “literally” is used incorrectly once again.

OK, enough of my rant. If you’re a fellow “literally” hater, you might get a kick out of David Cross’ take on it. My friend Karen shared it with me recently, and it’s quite funny — with awesome examples that I wanted to claim as my own. Please note: There is profanity, so if the words you can’t say on television aren’t your cup of tea, you might want to skip this one. Otherwise, you can literally find the comedic bit here.

A bad customer service experience can ruin your day — and a delightful one can put you in a supremely better mood. For some companies, good customer service is a defining characteristic. I always know I can expect good things from Crate & Barrel, Southwest Airlines and Disney.

What we all should realize is that no matter what your title is, you have a role to play in delivering service — internal customers, external clients, anyone who asks anything of you. Being a service-driven professional isn’t just about answering help desk calls or those calls labeled “customer service.” It’s about doing your job well. It’s always been my personal goal to provide the best service I can, and that’s probably why I’m so easily annoyed when others don’t at least make the effort.

Want to become better in an instant? Here are 5 easy things you can do.

1. Return calls. Yep, that’s it. It’s soooo simple, and yet, you’d be surprised how often calls go ignored. Don’t make anyone wait for more than 24 hours (preferably less).

2. Return e-mails. Never mind that it’s easy and … well, your job … but consider this: The five minutes it takes you to respond today will save you (and the person on the other end) from having to deal with follow-ups. Can’t answer the question today? Acknowledge the person’s request and give him an ETA on the information.

3. Smile. Who do you tip better — the server who brought your food with a smile or the grumpball who threw your plate on the table? Even if you’re not waiting tables for tips, service with a smile matters — as a result, you just might keep your job, excel at your job and feel better about your job! Whether in person or on the phone, we know if you’re smiling. So, give it a try. Who wants to be angry all day anyway?

4. Anticipate. Does your finance department always have to e-mail you on the 1st to remind you that your expense report is due? Why not send yours on the 31st? Dealing with a client who has lots of questions? Anticipate the next one and answer before she even asks.

5. Deal with problems. Sometimes, great customer service can only really shine when there’s a problem. And those companies that come out on top are the ones that excel both when things go right and when they go awry. When my glass pitcher from Crate & Barrel arrived in pieces last Christmas, I called the customer service number and told the rep what happened. A replacement was in the mail the next day, no questions asked. When a local promotional products company delivered a client’s order to my home instead of my client’s, the owner himself came to my house, picked them up and drove them 40 miles north to the appropriate address. As a result, I’ll remain loyal to that company.

What other attributes do YOU think about when you think about great customer service?

Even if you have an unlimited word count (which is, of course, quite rare), the best writing is simple — absent of extraneous words. Here are just a few simple ways to eliminate unnecessary words and make your copy easier to read. Scan your text for these phrases:

1. In order to. This phrase is a personal pet peeve. In most cases, “to” works just fine.

2. The matter of/The issue of. Generally, this can be eliminated. If you’re “looking into the matter of local crime rates,” you can be “looking into local crime rates.”

3. Have got. If you “have got” something, you can also just “have” it. (Not only does this eliminate an unnecessary word, but it just sounds better.)

4. Tried to. If you succeeded, you didn’t try to. You did.

I’ve been asked by clients and friends this question: Does Twitter work? I guess that depends. What the heck are you expecting it to do?

The problem with Twitter (and all social media) is that people are hoping that it’s the solution to their business/marketing woes. But it can’t be. You can’t stop all of your networking and traditional PR and marketing efforts just because you have a Twitter account. Twitter is a great way to “meet” people. It’s a good way to learn and to share information. But it’s not a sales generator. It’s a tool — just like everything else. And as a single component of a larger strategy, it works.

Now, for the record, I have been introduced to a new client through Twitter. And I’m grateful for that, but Twitter isn’t a sales tool. Ultimately, it’s about building a community and talking to people. Connection. Engagement. These are the things that you should think of when you think of Twitter. Not sales and dollar signs.

So, does it work? You bet — but only if you’re using it in the way it was intended.

A few weeks ago, I posed a question on Twitter and Facebook: If you could eliminate a word from marketing/PR use, what would it be? Not surprisingly, many writers chimed in. Check out the list:

1. Leverage

2. Synergy

3. State-of-the-art

4. Value-add

5. Ahead of the curve

6. Utilize

7. Cutting edge

8. Robust

9. New and Improved

10. Innovative

Guilty of using these too often? A lot of us are. But let’s remember that consumers (and reporters) can see through language to the truth. Don’t call your product “innovative” if it’s not. And try not to “leverage” anything when “use” works just fine.

Thanks for chiming in to: Jenn Woolson, @cswriter, @gritsync, Amy Lynn Smith, @BethCochran, Aaron Tippetts, Carmelo Walsh

Blogging is a cornerstone of Web 2.0. Companies and individuals alike are taking to the Web — heck, you probably have one (or two) blogs of your own. That’s how the number of blogs has risen to more than 133 million over the years. Despite the seeming ubiquity of blogs, some companies/individuals remain hesitant (while others jump in too quickly). A few things to keep in mind about blogging.

MYTH #1: Blogging is easy. When you first register on Wordpress or have your Web guru add a blog to your website, it’s exciting! You love writing. You will write every day, you say. It’s a fun part of your day. There is no shortage of ideas. But then, the second week arrives … And it gets harder. The amount of time a blog requires may surprise you. For CEOs who aren’t writers, it might entail drafting an outline or dictating message points, followed by a writer’s take and a round or two of edits. For some bloggers the words flow more naturally. Regardless, finding relevant topics can be a challenge — but not as much of a challenge as finding the time. While a blog can be a fun place to express yourself, it’s not always easy to stick to a schedule — there’s almost always more pressing things to do.

MYTH #2: You can write about anything you want. OK, fine, you can. But you shouldn’t. A blog should have a focus — even a broad subject area counts. For example, your blog might be about vegetarian cooking or grilling. It might also be more broadly about food. But if you’re writing a food blog, don’t stray into subject areas like politics or entertainment (unless you somehow plan to bring it back to a culinary subject). Or, for instance, if your CEO is writing the company blog, make extra sure his or her blogs don’t become political rants.

MYTH #3: Your blog is for you, so it doesn’t matter what you say. Four words: It’s on the Internet. Even if you don’t publicize your blog, people can find it. An online forum as a substitute for journaling comes with risks — your boss, friends, parents and more might end up reading it. Is it likely? Maybe not. Is it possible? Yes. Some young people have a blog and share it only with their friends. Don’t count on them not forwarding it. When I started wedding planning, I considered starting a blog about the insanity of the process — a humorous take on a serious day. But then, I realized that true hilarity would come from honest commentary, and I couldn’t be transparent in this format because someone (the family member or vendor who drives me crazy) might read it! If you REALLY don’t want anyone to read it, maintain a password, or consider a Word document on your hard drive. Or go old school, and get a paper diary.

Cast your vote today!

 Loading ...