NEWSFLASH – sap is best left to trees.
When it comes to developing quotes for product launches, announcements and other proactive media relations writings, snap is always a better way to go.
And, thanks to a recent PRSA webinar with Ann Wylie of Wylie Communications titled How to Write Moving Quotes and Memorable Quips, I now know how to take the sap out of anything I write – except maybe love letters, where anything goes.
Some tips from the pros:
- Do be original
- Do play on words
- Do use metaphors and/or anecdotes
- Do write something that would get YOUR attention
- Don’t write jargon
- Don’t use acronyms
- Don’t blabber
- Don’t overpromise
- Don’t lie
- Do watch the sarcasm
- Do paint a picture with words
- Do be playful but respectful
- Don’t use LAW – lame-ass words
After the webinar, I asked some of my new co-workers for additional ideas as well:
- Do personalize and customize
- Not all quotes are created equal
- Do determine the target audience
- Do Ask others for input
- Don’t overhype
- Do offer something “new” rather than retreading information already presented in lead sentence
To my fellow communicators – what other tips can you offer to help eliminate the sap from quotes and other writings?
Please comment below or send us your thoughts to firstname.lastname@example.org.