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Marketing Expert Says ‘Small’ Writing Errors
Can Cost Corporations ‘Big’
Boca Raton,
FL—Up to 10% of a business’s annual sales
are lost due to miscommunications from bad
writing, says Allison Nazarian, President of
Get It In Writing, Inc.
“At my company, our slogan is ‘Words mean
business.’ It’s never been more profound. Bad
writing is more than ugly; it’s so costly and
bad for business,” Nazarian explains. In the
public sector, as well, nearly a quarter of a
billion dollars is spent annually on remedial
writing instruction for employees, meaning that
sloppy writing costs taxpayers as well.
According to Nazarian, most executives don’t
stop to think about the many ways in which bad
writing costs corporations and the public sector
big dollars. She outlines some of them here:
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Unclear instructional manuals create work interruptions,
lengthy on-hold calls to Help Desks and costly delays in
completing projects.
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Executives being paid the “big bucks” may be reading and
re-reading (and re-reading again) poor writing, losing their
corporations countless money due to lack of clarity.
-
Poor copywriting in annual reports can alienate, lose and/or
confuse stockholders.
-
Poorly written text can create a disconnect with customers;
replacing customers can be extraordinarily costly.
-
Miscommunication from poor writing can hurt employee morale.
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Unclear, unprofessional and/or confusing web copy can create a
poor overall impression of a company, affecting search engine
rankings and help the competition.
How does Nazarian recommend
workers improve their writing? “When writing something, mentally
give yourself the ‘elevator speech.’ In other words, practice
what you want to say in 60 seconds or less, then write it down
just as succinctly. In business communications, employees from
all parts of a company need to create tighter copy. The business
world doesn’t have time for unnecessarily bloated writing.”
Nazarian also recommends on-site training to improve employee
writing. “There are many writing coaches out there who will
spend a couple of hours training your employees the right way to
communicate in writing. No matter what you’re spending on that
training, it will be less than the impact on your company’s
bottom line from writing errors.”
About Get It In Writing, Inc: Since 2001, Get It
In Writing, Inc. has been a leader in developing the messages,
words and ideas of business-to-business (B2B) and
business-to-consumer (B2C) communications. The firm, which has
built a solid reputation as a trusted and indispensable resource
for professionals in marketing, advertising, sales, graphic
design, web development, public relations and branding, helps
clients harness the power of words to communicate, sell, inform,
educate and publicize. For information, free resources and/or to
buy services online, visit
www.GetItInWriting.biz.
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