Likable Writer

Overloading your audience with details is easy.

WHY IT MATTERS: Not all details are equal. Focusing on what matters guarantees that your message is understood.

Too much detail? You risk losing your audience’s attention. Knowing which level to use is key to effective communication.

THREE LEVELS OF DETAIL:

• Level 1 is essential: These are the must-know points. They’re critical to the core message and should be front and center. If your audience only remembers one thing, this is it.
• Level 2 adds context: These details add useful context without overwhelming the reader. They give a little more depth to your message but don’t take much time to process.
• Level 3 weighs the message down: These details seem important but don’t add much value. They can bog down your message and dilute its impact.

PRO TIP: Before sharing, review your content. Ask: Is this detail necessary, or does it weigh my message down? Stick to Level 1 and 2 details to keep your writing focused.

DEEP DIVE: Joseph McCormack, in his book Brief, explains these three levels in detail.

How do you grab your reader’s attention and make your point stick?

Rhetorical questions are a powerful tool. Rhetorical questions spark thought.

WHY IT MATTERS: This old-school tool is a subtle yet powerful way to make your point stand out because:

• They engage your audience and emphasize your key points.
• They invite deeper reader engagement.
• They guide your audience toward the answers you want them to consider.
• They do those things without explicitly stating the conclusion.

TYPES OF RHETORICAL QUESTIONS TO USE:

• Questions with no expected answer: These have no expected answers. They’re for dramatic effect, like “Who wouldn’t want to improve their bottom line?”

• Purposeful but unanswerable questions: These push your audience to consider bigger challenges. For example, “What’s the alternative? Keep doing the same thing and expect different results?”

• Audience-specific questions: These get the response you want. Think of leaders who ask, “Who here is ready to take the next step in innovation?”

• Self-answered questions: These pose the question, then immediately answer it. Try something like, “You may ask, what’s our focus for Q4? The answer is growth.”

• Questions with known answers: These questions reinforce an idea that everyone already knows. Like, “Is there anyone who doesn’t understand the importance of  reader engagement?”

YEAH, BUT: Strategically placed, rhetorical questions drive your message home. But overuse can weaken their impact. 

BOTTOM LINE: Rhetorical questions are more than literary flair. They guide your audience to a deeper understanding of your message. When used effectively, they make your writing more engaging and persuasive.

Abstract ideas can confuse your reader.

WHY IT MATTERS: Concrete writing paints a clear picture for the reader. It’s easy to understand and harder to misinterpret. The more tangible your message, the easier it is for your reader to grasp and remember it.

HOW TO BE CONCRETE (Examples):

• Instead of like “improve team performance,” say “increase weekly sales calls by 20%.” Numbers, names, and specific outcomes make your message real.
• Instead of abstract words like “success” or “growth” with clear results like “Our goal is to increase revenue by 15% in Q1.”
• Instead of “work harder,” say, “Reach out to five new clients per week.”
• Instead of saying “great design,” say “a sleek, black interface with intuitive navigation.” (Be careful not to go overboard on this.)

BOTTOM LINE: Concrete writing creates an impact by delivering clear messages.

PRO TIP: Ask yourself, “Would I know exactly what to do or understand the idea?” If not, revise it to be more concrete.

Struggling to get started with your business writing? A solid outline might be the solution.

WHY IT MATTERS: A clear outline helps you organize your thoughts. It improves your message clarity, and keeps you focused on the key message. It’s the roadmap that keeps your writing on track.

Here are the steps I use for my writing (including this post):

• Step 1: Start by identifying the purpose. Am I informing, persuading, presenting a solution, or recapping? In this case, I am presenting a solution.
• Step 2: I stay reader-focused. Whether it’s my students, staff, or a client, I tailor my message to their needs, their interests, and their concerns. I stay reader-focused.
• Step 3: Organize my message into 3-5 main points. This makes your writing clear and easy to follow. I like the Rule of Three, so I shoot for that.
• Step 4: For each main point, include data, examples, or reasoning to support your argument. I like analogies for this because they drive home the idea in our minds.
• Step 5: Summarize the key message and end with a clear next step for your reader. I usually do this with a BOTTOM LINE and NEXT STEP.

PRO TIP: Keep your outline simple. It’s there to guide you, not to complicate your writing process. See my example below.

BOTTOM LINE: An outline helps you stay clear, concise, conversational, and consistent. This ensures that your writing hits the mark every time.

YOUR TURN: Take this idea for a spin. I don’t always use each part, but this is my outline template. Maybe it’ll help you:

TITLE: Depending on the medium, I’ll do this or not.

HOOK: Start with a thought-provoking question or statement to grab attention.

WHY IT MATTERS: Explain the value.

STEPS/INFORMATION:

– Step/Bullet 1

– Step/Bullet 2

– Step/Bullet 3

PRO TIP: Practical tip.

BOTTOM LINE: Summary.

CALL TO ACTION: What’s the next step?

Start with the reader in mind. Your message hits the mark when you write to your reader.

Here’s what happens to your message when you focus on your reader:

You write in simple terms and avoid jargon. It’s clear.

You tailor your message to their needs, challenges, and interests. It’s concise.

You connect on a personal level, making your writing resonate. It’s conversational.

You speak to what matters most to them, making it easier to inspire action. It’s convincing.

Pro Tip: Before you start writing, ask yourself: Who am I writing for? What do they care about? How can I make this message valuable to them?

Content is king, but even the best ideas can fall flat without the right presentation. Whether it’s a blog post or an email, how you deliver your message matters just as much as the message itself. Presentation can make the difference between engaging your audience and losing them.

Here’s why how you say something is just as crucial as what you say:

First Impressions Matter

Your content’s presentation is the first thing people notice. Even great content can be overlooked if it’s cluttered, confusing, or unprofessional. A well-organized format with headings, bullet points, and visuals keeps readers engaged because it’s easier to navigate.

Clarity and Readability

Clear, well-structured content is easier to scan. If your audience struggles to follow your message due to poor structure or dense language, they’re less likely to stick around to the end.

Visual Appeal

Visual elements like images, infographics, and formatting are more than just decoration—they enhance your content. They break up text, highlight key points, and make your message more engaging and memorable.

Bottomline: Presentation unlocks your content’s potential. Next time you create content, think about its presentation. Small tweaks in delivery can lead to big improvements in how your message is received.

The subtitle of this site is no accident. The Three Cs—Clear, Concise, and Conversational—help you create content that’s easy to understand, increases engagement, and makes a greater impact.

Here are the Three Cs in action (with examples):

1. Clear: When your writing is clear, your message is easy to read and free of ambiguity.

How to achieve it:

• Use simple, straightforward language.
• Avoid jargon or complex terms unless necessary.
• Structure your sentences logically, guiding the reader from one idea to the next.

Example:

• Unclear: The implementation of the new system will be conducted in a manner that ensures all variables are accounted for.
• Clear: We will implement the new system carefully, considering all factors.

2. Concise: Concise writing respects your reader’s time, gets to the point, and makes your content easier to digest.

How to Achieve It:

• Focus on the main point.
• Remove filler words and redundancies.
• Use active voice to create direct and powerful sentences.

Example:

• Wordy: Due to the fact that we are running behind schedule, it is important that we expedite the process.
• Concise: Since we’re behind schedule, we need to speed up.

3. Conversational: A conversational tone makes your writing feel more personal and relatable, which builds trust and connection.

How to Achieve It:

• Use contractions and everyday language.
• Write like you’re speaking directly to the reader.
• Ask questions that encourage the reader to think or engage.

Example:

• Formal: It is essential to understand the importance of these changes.
• Conversational: You’ll want to know why these changes matter.

Next time you sit down to write, remember the Three Cs. With these tools in your arsenal, you’ll be able to create content that truly resonates with your readers.

Parallel structure, or parallelism, uses grammatical patterns of related words, phrases, or clauses. It enhances clarity and gives your writing a conversational rhythm.

Here’s how (with examples):

1. Enhance Clarity and Flow: Clarity is key to effective communication. Parallel structure makes your writing clearer and easier to follow. And it helps eliminate unnecessary words, leading to more concise writing.

Example:

• Non-parallel: “She enjoys reading books, to write poetry, and watching movies.”
• Parallel: “She enjoys reading books, writing poetry, and watching movies.”

2. Create a Conversational Tone: In conversational writing, rhythm is everything. Parallel structure helps add a rhythmic, almost lyrical quality that feels more conversational and impactful.

Example:

• Non-parallel: “I came, I saw, and conquered.”
• Parallel: “I came, I saw, I conquered.”

3. Emphasize Key Points: When you use parallel structure, each point is clearer, punchier, and easier to act on. This kind of emphasis keeps your writing concise and impactful.

Example:

• Non-parallel: “To be successful, you need to work hard, staying focused, and being persistent.”
• Parallel: “To be successful, you need to work hard, stay focused, and be persistent.”

It’s a wrap: So, next time you sit down to write a blog post, an email, or a social media post, use parallel structure to make your writing more engaging and effective.

Imagine a conversation with your reader—your writing should feel just as engaging.

Why it matters: Conversational writing draws readers in and makes your message more relatable…not to mention engaging.

Here are five tips:

• Use contractions: Words like “you’re” instead of “you are” or “can’t” instead of “cannot” feel more natural.
• Ask questions: Engage your readers by posing questions. It invites them to think and respond mentally. Does that make sense?
• Write like you speak: Imagine you’re talking to a friend. Use simple language. Shorter sentences. And avoid jargon.
• Add personal touches: Share anecdotes or personal stories to make your writing feel more human.
• Pick someone: Speak directly to your reader with words like “you” and “your.” It makes your writing feel more personal.

Pro tip: Read your writing out loud. If it sounds stiff or formal, tweak it until it sounds like something you’d say in a conversation.

Bottomline: The more conversational your writing, the more connected your readers will feel to your message.

Your first draft might have the right ideas, but without editing, it’ll turn into noise.

Why it matters: Effective writing isn’t just about what you say—it’s about how you say it. Editing sharpens your message. It makes it clearer and more impactful.

Here’s how:

• Start with a strong draft: Get all your ideas down without worrying about perfection.
• Identify the clutter: Look for redundant phrases, unnecessary adjectives, or filler words.
• Simplify your sentences: Shorter sentences are easier to read. And more powerful.
• Cut the fluff: Ask yourself if each word adds value. If not, cut it out.
• Focus on clarity: Make sure your main point is clear and that each sentence supports it.
• Read it aloud: Hearing your writing can help you catch awkward phrasing.

Pro tip: Don’t be afraid to rewrite or remove entire sections. Sometimes, the best way to make an impact is by saying less.

Bottomline: Great writing is often more about what you leave out than what you put in.