What’s the SECOND worst way to start? -- (Part 2)

If you’re like me, you are always looking for better ways to entice readers into your copy.

Look at the sentence above and you’ll see the second worst way to begin any written communication: with the word “if.” (For the worst beginning, check out this earlier post.)

Why is the if-lead so weak?

One basic human need is the desire to feel special or unique. When you begin a conversation with your readers with “If you are like …” you are taking away that sense of specialness. This blunder is compounded by one of the most common types of if-leads:

“If you’re like millions of Americans, you’ve never considered owning a ferret.”

Now your reader is not only less than unique, he or she is a member of some huge, random collection of people. Though the desire for membership is also a human need, we all want to believe that we are part of a special group, not one of millions.

What’s the worst way to start? -- (Part 1)

If I told you that I was going to reveal the worst technique for starting an article, memo, report or press release, would you believe me?

Look at the sentence above and you’ll see the worst way to begin any written communication: with a question. Why is leading with a question so bad? Here are five reasons:

1. You are forcing the reader to express an opinion before you’ve earned the right to ask. Wouldn’t you bristle if someone you just met started the conversation with a difficult or personal question?

How to Proofread

A friend of mine, a lover of all things French, posted this simple yet eloquent snippet of prose in her garden. To experience its maximum poetic effect, please read the sign ALOUD now:

Did you just say “Paris in the Spring”? Or, did you say “Paris in the the Spring”? If not, take a closer look at the sign.

Why do so many of us miss that second “the”? Because we know what the sign should say. And that leads us to the first of three simple rules that can ensure your proofreading catches the sort of little (and big) errors that diminish your credibility and tarnish your brand.