The morning newspaper no longer requires a robe and slippers. The print pros know this. That’s why they have gone digital, or at least drive readers to the web within their publications.

But there is a reason magazines are still strategically placed at any and every grocery store checkout aisle. You need to decide which mode of communication will work best to reach your audience. In many cases, you will need to find a happy medium. That’s why it is important to either:

a) create materials that are both print and online friendly or
b) create two different versions of each document—one for print pages, the other for virtual flipping.

Create documents that convert easily.

Clearly, if there’s a way to write one version, this is preferred. Who wants to waste time?

There are a couple different ways you can make one work for both venues.

Make it a PDF.
If you want to maintain the integrity of your original hard work, consider going with a Portable Document Format, commonly called the PDF. The read-only format makes it challenging for anyone to edit. Many online guides that are available for download come in PDF form so that the reader can print the document off and highlight or underline as needed. A PDF easily separates information page by page.

Know the ABC's of color.
We all go way back with Roy G. Biv, but sometimes he isn’t our best choice.

RGB (Red, Green, Blue) is the color model used in computer monitors. So this is the way colors are set when graphics, for example, are designed in Photoshop. When printing something you see on your computer screen, however, you need to make sure the color model is changed to CMYK (cyan, magenta, yellow, black) because this is the way color shows up on print (via http://www.colormatters.com). If you are not a techie, this may seem tedious and daunting. However, it is important to communicate crisply and clearly through pictures.

According to some scientific research, the average person’s attention span is, oh, hold on, a text is coming in. You get the idea. People are busy and distracted. Consider creating a smaller web version of a larger printed document in a few simple ways:

1. Add a hyperlink to your original document to elaborate on this condensed post.
2. Use a graphic to make your point. Make it, buy it, or borrow one you like with permission. 
   
3. Make a short YouTube video to explain. There are other video sources, but YouTube remains the big dog. Put your company’s name in the video title. Be conversational, yet show you know your stuff. Drive the viewer back to your original document for more information by showing a text link and saying that link out loud.
   

Know your audience. Know how to reach them. If you want some help, we are here for you.

Think back to your eighth grade English class – all those literary devices and creative writing exercises. Well, you can forget all that, right? It has no place in the professional business world.

Wrong! A thousand times wrong.

Those creative writing techniques were designed to keep readers engaged, interested, and wanting more. Sounds like the ideal customer, yes?

While flowery metaphors and complex allegories are probably a little much for the business world, some basic creative writing techniques can help improve all varieties of communication.

Give these techniques a chance; besides being helpful, they can also be a lot of fun to write.

1. Hook
Be bold. Begin with an anecdote, a surprise, or a particularly interesting fact. Begin with a quote, a question, or an answer.

Begin with something unique.

Getting people interested in what you have to say is one of the hardest parts of writing, so experiment with the beginnings. Ask yourself, objectively, if you weren’t the writer, would you keep reading after the first sentence?

2. Descriptors
Imagine a weary student choosing between two articles:  

“Antarctica”  
or
“The Frigid Desert Few Have Ever Seen: Antarctica”

Description isn’t just for advertising – it’s for any time we want to evoke some extra spark in our readers. Be careful not to overdo it though. Description needs to be balanced with clarity and simplicity.

3. Plot
Every good piece of writing has a beginning, middle, and end. It has some action and some resolve. Plot gives the words and paragraphs a shape.

Flat line reading will usually induce sleep.

4. Practice and Have Fun
Writing is a muscle (Aha! A metaphor!). It needs to be exercised. Practice looking at things in new ways. Try different approaches. Rewrite the same opening in three different ways and see which one you like better.

Don’t be afraid to show some personality. Strangely, this does take practice. It can make you feel vulnerable, but your readers appreciate vulnerability. Readers connect to vulnerability. If you would like help in injecting your written communication with creativity, please reach out to us anytime and let’s talk!

No matter the field, industry experts are beginning to catch onto a new marketing trend. By documenting and distributing expert knowledge, they are able to prove their stance as industry leaders. This documentation and distribution can come in either print form (books) or online form (blogs, guides, web pages).

This often benefits the person due to three key reasons:

1. It highlights the importance or necessity of the services or products in that industry. 

If a videographer writes a book or a series of blog posts on the uses and benefits of video marketing, then he or she may convince readers of the usefulness of video in the marketing world. This creates a desire for the reader to pursue video marketing and the consumer may seek the videographer to help in such efforts. This is an indirect way of marketing. The videographer created a job opportunity simply by highlighting the importance of using pictures and sound.

2. It creates a sense of trust in the expert.

When deciding to hire a professional for any given job, you need to be able to trust his or her expertise in that field. That is why when an industry expert writes a book, blog, or web page on various information relating to their field, those seeking services or products will feel confident they have found the right person for the job. It is an indirect way of marketing because the author offers information in exchange for possible interest and loyalty.

3. Publications can be used as portfolio pieces.

It is essential to showcase your published pieces and projects as part of a portfolio. This is not tooting your own horn. This is proof of performance. Take pride in what you've done. Be ready to explain why what you have done is important and will be beneficial to the potential client.

Anything you write – letters, handbooks, brochures, labels – is a reflection of your company. It is important to make sure that written material maintains a similar tone and quality. It’s especially critical if there are multiple writers on your team.

If you’re going for a serious tone, you don’t want jokes in your company handbook or puns on your labels. Style changes like this can be confusing for consumers, as well as employees.  

There are two simple ways to control your company’s writing.

1.  Be on the same page.

The first step to being on the same page is to identify your business voice. Check out our post on voice here for more details. Once your voice is established, create an in-house style guide outlining the most critical elements that makes your voice unique:

• Tone
  
• Audience
  
• Goals
  
• Examples of company style
  
• Any sensitive aspects to your business
  
• Common company phrases, style usages, and correct spelling of product names
  

Give this document to anybody who writes anything for the company. Post key points from it in the office at the water cooler, copy room, and wherever there is heavy traffic.

Drill it into the mindset of everyone on your team. They must live your brand. Make expectations crystal clear.  

When you communicate well with your team members, they will communicate better with clients.

2.  Share your work.  

Read your employees’ writing. Ask your employees to read each other’s writing. Have someone read your writing.

Peer editing is important – it helps to catch grammar errors, hone style, and spark dialogue within the company.  

Constructive criticism also boosts team morale and lets everyone know he or she is a valued team member. Be open to feedback from your employees as well. Thank them for their contributions and willingness to share ideas. Encourage them to be honest when reviewing work from their peers; reassure them there will be no repercussions for being a straight shooter.

To create consistent copy within your company, be mindful of everyone on your team and his or her differences. Different people approach writing from different lenses. Validate ideas and differences in opinion, but set clear expectations for your company’s style, copy, and business voice.