Author: Michelle Troutman

Michelle Troutman has spent more than a decade crafting attention-getting newsletters and other content for service providers. She specializes in creating standout e-newsletters for law firms and economic development organizations. Her marketing and business administration background and education enhance clear and persuasive copy that speaks to the right clients. Through features in publications like "Attorney at Work" and "Law Fuel," and her e-newsletter and YouTube channel, she inspires service professionals to create engaging content. She enjoys helping businesses that sell their expertise reach their ideal customers.
business communication, business writing, writing advice, writing better

The 5 Most Overused Business Words and Phrases of 2020

1. Pivot – Understandably, some of us have had to reorganize our work and our personal lives, which is why this is one of the most overused words and phrases of 2020. I guess people like “pivot” because it brings up an image of turning on a dime or spinning quickly. I prefer the terms “adjust” and “adapt,” however, there’s also the traditional “change.”

2. Unprecedented – Yes, the pandemic and the economic fallout left in its wake are unusual. Everyone knows that by now. Less common alternatives include “unparalleled,” “extraordinary,” and even “freakish.”

3. “New normal” – The definition of “normal” is debatable anyway. The mass media has definitely pounded this phrase into the ground. I like more forward thinking updates, such as “the next normal” and “the new usual.”

4. Disruptor/disruptive – These words appear often at marketing agency websites. Traditionally, a “disruptor” interrupts something to cause problems (as opposed to solving them). Apparently, simply being “creative” is too boring.

Perhaps “disruptive” applies better to the pandemic. I get that in using it, they’re trying to appear hip, artistic, or even edgy, more dynamic than their competitors. But, if it becomes too commonplace, come up with something more original. Why not focus on projecting a more positive image? Maybe you’re really a “creator,” a “rejuvenator,” a “producer,” or even an “activist.”

5. Tone-deaf – I’ve been guilty of using this a few times, mostly when I refer to behavior that would have been more suitable before the pandemic. An alternative with a similar meaning is “inappropriate,” but its proper use depends on the context.

What do you think were the most overused words and phrases of 2020 (or now)? Feel free to comment below.

Need help finding the “write” words? Contact me.

Quotes

“Overused, incorrect, and fuzzy words have plagued writing for centuries.” ~ Ann Gynn, Content Marketing Institute, Stop With the Overused and Incorrect Words in Your Writing

Published December 1, 2020

professional writing, writing advice, writing better

5 Hallmarks of Professional Writing

1. Flow – Professional writing is clear and error-free, peppered with a variety of words and phrases. The prose is also lively, written in an active voice, and flows with a rhythm that pleases the eyes and ears. Oftentimes, behind the writing, a skillful editor has sewn all of these parts together to form a complete work that communicates a powerful message.

2. Fewer “to be” verbs – You might not even need them. You can rely on “is,” “are,” and other “to be” verbs in a pinch, but doing so too often shows that you could use more descriptive wording. Varying your word choice requires more time and thought, but it can pay off in better phrasing. Too many “to be” verbs also signal a lapse into the passive voice. For example, below, the edited passage helps readers see the activity.

Example: The car is speeding up the street.
Edited: The car raced through the street.

3. Everything adds up – Your writing should be clear and make sense. When someone makes a statement and leaves out some information, it may be open to interpretation. For instance, you can skew statistics to confuse readers. It helps to explain complex statements, especially those that involve numbers, to put them in the proper context. It’s more honest and ethical to “write what you mean and mean what you say.”

Example: A high loss ratio on insurance claims signals that an insurer pays a lot of claims and has lost money, which can affect its financial stability and credit rating. The ratio might not be so important if the company has a low market share or amount of customers in a given area. So, if Payout Mutual has a high loss ratio in Tennessee, it’s easy to state that, but to frame a more complete picture, include the company’s market share and any other details necessary to explain the concept correctly.

4. Style – If you’re writing for a company or a publication that follows a certain style that specifies how to format certain words, punctuation, etc. — whether it’s their own or a guide —  make sure you proofread with those guidelines in mind.

5. Originality – In an era when plagiarism is common, we should value unique and professional writing more. If you can’t say it better than someone else, you may quote and give credit instead. You can use information from other sources, but write it in your own words. It’s harder, but the effort is more rewarding than stealing someone else’s wording and calling it your own.

What do you think are the hallmarks of professional writing? Feel free to comment below.

Quotes

“It is perfectly okay to write garbage — as long as you edit brilliantly.” ~ C.J. Cherryh

“The scariest moment is always just before you start.” ~ Stephen King, “On Writing: A Memoir of the Craft”

Comments? Suggestions? Could your writing use a dash of professionalism? Contact me.

Michelle Troutman
classywriting.com

customer service, writing advice

5 Customer Service Methods to Boost Your Writing

by

Michelle Troutman

Have you ever had a client get upset because they misunderstood one of your emails? 😣 Though it’s rare, it has happened to me. It can occur if you don’t think through how the receiver will perceive your message.

A woman with short light brown hair wearing black headphones while seated in front of a white notebook computer; she touches one hand to one of the ear cups.

These experiences remind us to write more clearly and focus on aspects like the tone behind the text, which shows empathy for readers — like customer service reps. do.

Besides writing, I worked for several years in customer service, where it’s necessary to stay upbeat and diplomatic while resolving problems. Tough customers were sometimes challenging, but I learned how to communicate with compassion, a skill crucial for connecting with people.

Like writing, customer service involves following certain rules. If you disobey them, clients might not return.

These customer service writing tone tips and other methods can help you connect with respect for your readers.

In these videos based on this blog, explore how customer service skills translate into content that connects with clients.

1. Remember your readers – Whether you’re drafting an email or advertising copy to influence someone to act, you’re often using persuasion, which involves customer service writing skills.

If you don’t think about who you’re writing to, you can forget their feelings and fail to connect with them.

Example: A social media post that lists a new project management tool’s features rather than describing how they improve productivity.

In marketing terms, buyer personas help you see and understand your ideal customer. They let you focus your writing to address their pain points, like missing deadlines or juggling several projects. Customer service follows a similar personalized approach, tailoring messages to users’ unique problems and using appropriate language to resolve them.

Both methods work best when you emphasize the positive while you keep the reader and their feelings and desires in mind.

Example: The Super Back Scratcher is currently out of stock. Don’t worry, though. The all-new Super-Duper Back Scratcher is now 20 percent off for a limited time! [Tell customers the truth, then add a positive spin when possible.]

We listened to you and designed the all-new Super-Duper Back Scratcher with more comfort and control. Its soft rubber tips gently massage away aches and itches, while the fully adjustable handle lets you reach every spot easily. [Accentuate the positive.]

2. Stay friendly and listen – If you smile while you write — like a customer service rep. would do while they speak — it can boost your tone. Apologize for problems like mistakes or delays. But be receptive. If clients don’t tell you what will satisfy them, ask and listen, showing a genuine desire to understand their needs.

3. Say it simply – When I was a customer service rep., I learned people listened and retained more when I spoke less. Keep your writing concise, with short words and sentences in plain English. If necessary (and possible), link to more details. This helps readers remember and grasp the information quickly.

4. Stay professional – If you call a helpline and someone answers, “Yo, what’s up?” it’s like lapsing into text-speak or “textese” (e.g., “GR8 to speak with u today.”). Taking shortcuts doesn’t set a clear or respectful tone. Build trust and credibility through writing without errors, jargon, big words, and missing or misplaced words.

5. Personalize – Would you rather read that your order has been processed or be greeted by name and thanked for your purchase? Like a friendly customer service rep., add warmth with a personal touch.

When you practice customer service writing skills, beyond “hello,” add a salutation to your emails (“cheers,” “best wishes”). Avoid the robotic passive voice — if you wouldn’t say it, don’t write it. Use personal pronouns like “I,” “we,” “you,” “our,” or “us” to forge a connection.

Discover how to reach clients who value and respect you and your business

get my checklist to create content to reach the right clients

How have you used customer service writing techniques? Do you have any customer service writing tone tips to share? Leave a comment.

Quotes

“People will soon forget what you said. They will forget what you did. But they will never forget how you made them feel.”

~ Dr. Maya Angelou

“Before sending your customers any type of communication, ask yourself these questions:

  • Did I use any language (acronyms, industry-specific terms, etc.) that could be misunderstood by my customers?
  • Can anything be rewritten with more clarity?
  • Would it make sense to someone from another planet?

Removing the jargon ensures you are communicating clearly at a level your audience understands. Never assume your customers know what you’re talking about.”

~ PATLive

Uncategorized

5 Tips for Writing Inclusive Content

1. Race and ethnicity – For writing inclusive content, in June 2020, “Associated Press Stylebook” and “Chicago Manual of Style” (CMOS) editors agreed to emphasize capitalizing the “b” in “Black.”  Essentially, the CMOS advises it “in the service of editorial logic and consistency,” but doesn’t require it. So, if you usually write in the lowercase, it’s OK to continue to use “black.”

The AP has decided not to capitalize the word “white” (except in titles and at the beginning of a sentence), explaining that “as is done by white supremacists,” it “risks subtly conveying legitimacy to such beliefs.”

In 2019, the AP removed the hyphen from “African American” and other references to dual heritage for writing inclusive content. Other changes: In reference to non-whites, the AP accepts the term “people of color,” but not the acronym POC. It also allows the terms “racial minority/minorities.” But, if a person’s race or ethnicity is a focal point of your piece, it’s better to move from the general to the specific. So, instead of stating someone is Hispanic, per the example below, refer to their dual heritage.

Example: “Ileana Ros-Lehtinen of Florida was the first Cuban American elected to Congress.”

2. Racism – The “Merriam-Webster Dictionary” recently updated its definition of the word to include “systemic oppression,” and it’s likely the first of many revisions in other references.

The AP defines racism as “a doctrine asserting racial differences in character, intelligence, etc., and the superiority of one race over another, or racial discrimination or feelings of hatred or bigotry toward people of another race.” It leaves the decision over whether a “specific statement, action, policy, etc.” should be termed “racist” or described differently open and up to “discussion with colleagues and others from diverse backgrounds and perspectives.”

The AP also suggests looking at the facts to determine if a statement or action meets the definition of the word. Use of the term “racist” requires similar caution; it’s better to be specific in describing a person’s words or actions. Depending on the context, “prejudiced,” “biased,” “racially divisive,” and similar terms may be more appropriate.

3. Gender-neutral pronouns – As our society continues to recognize transgender and non-binary individuals, more people are deciding how they want others to refer to themselves, whether it’s as “he,” “she,” “it,” or “they.”

Some people state their personal pronoun preferences in their email signatures and/or their social media profiles. Traditionally, if you’re unsure of the correct pronoun, you would use “him or her,” but “they/their” is becoming more acceptable and common. If you don’t know, ask.

4. Gender-neutral nouns – Given the greater acceptance of non-male genders in different careers, our language also continues to evolve. For example, recent trends suggest terms such as “policeman,” “actress,” and “Congressman” are out of touch compared to more gender-neutral wording. “Police officer,” “actor,” or “member of Congress” are more acceptable alternatives. For writing inclusive content, the AP suggests everyone use neutral language unless an organization specifies otherwise.

5. More sensitive terms for other groups – Per the AP and other works, references to illegal immigrants or undocumented workers, homeless people, and the elderly are also changing with the times:

  • The AP has shifted its stance on the term “illegal immigrant.” It now prefers that writers “specify whenever possible how someone entered the country illegally and from where.”
  • It considers “the homeless” unacceptable and prefers the term “homeless people,” “people without housing,” or “people without homes.”
  • Also, some see the phrase “older adults” as more appropriate than “seniors,” “senior citizens,” or “the elderly.” In this case, the AP believes it’s better to be less specific and more general.

For more help with race/ethnicity, gender identity, and other multicultural terms, see The Diversity Style Guide. And for advice on skillful language rooted in critical thinking and compassion, visit The Conscious Style Guide.

Sharpen your image while you show compassion for others — learn how to write more inclusive content.

BOOK A FREE COACHING SESSION

When you write inclusive content, which problems do you face? Feel free to comment below.

Quotes

“Writing about race and crime was not new territory for me. But it can be treacherous. So here are my rules: No stereotypes. No generalizations. No explanations. No apologies. Just the facts, ma’am.” ~ Colin Flaherty, “White Girl Bleed a Lot.”

“Tweak your internal grammar so that the pronoun ‘they’ can refer to a specific individual. It takes some practice to get the hang of it, but the human language processing capacity is more adaptable than people realize, even for geezers like me.” ~ Geoff Nunberg, Even a Grammar Geezer Like Me Can Get Used to Gender-Neutral Pronouns

  • Published July 7, 2020
  • Updated: 2022
Uncategorized

5 Mistakes Not to Make on Social Media

1. Not posting often enough – I’ve been guilty of this social media mistake. If you’re coasting on organic reach rather than paid traffic, it might not make a difference. Even if you don’t get a lot of interest in your posts because of the push toward paid traffic, posting regularly makes your business look current and reminds people that you’re still open.

2. Not asking questions – It helps to ask questions to not only increase your reach but “engage” with your audience — yes, it’s that “hip” buzzword again. If you want to talk to your customers, this is a good way to get a response.

3. No “personality” – Showing some emotion — in a positive way — is a great way to get attention. But, if you don’t show any personality, your posts can come across as bland, and they’re less likely to help your reach.

4. Not “checking in” – On Facebook, you can “check-in” to show people where you are (or where you’ve been) recently. If it will help your business, take advantage of this and make it a focal point of your post to get more interest from others who follow the site connected to where you were.

5. Not referencing other people or pages – One of my most popular organic Facebook posts received more than 200 views and “likes,” mostly because I named the people involved in an article I wrote for a local paper. This is all organic traffic — I didn’t pay for the post. So, sometimes, it takes a little creativity to get a boost.

Need help with your content? Contact me.

Quotes

“You are what you share.” ~ Charles Leadbeater, We Think: The Power of Mass Creativity

“How different would people act if they couldn’t show off on social media? Would they still do it?” ~ Donna Lynn Hope

Comments? Suggestions? Need help? Feel free to contact me.

Michelle Troutman
Classy Writing
classywriting.com