At some point, whether while writing a corporate backgrounder, staff profiles, or an ‘About’ section, it’s fairly standard to include degree of experience. However, even with the simplest sentence constructions, possessives can be tricky business. This is especially the case regarding time and money because although seemingly awkward, it’s correct to make them possessive. Accordingly, the use of “years” takes a possessive form.  Think of it this way:

• The reputation of the woman is the woman’s reputation.
• The opinion of the executive team is the executive team’s opinion.
• The salary of a week is a week’s salary.

…And similarly, the experience of nine years is nine years’ experience.

Surprise! Just consider it another grammar oddity

The correct way to indicate possession regarding time and money is with an apostrophe:

• Carolyn gave two weeks’ notice.
• Carolyn has ten dollars’ worth.
• Carolyn will visit in one week’s time.

…And similarly, Carolyn has 20 years’ experience thinking about possessive use related to time and money.

It may seem odd, but it’s correct.

So hold your head high as you write “year’s experience” to indicate singular possessive and “years’ experience” to indicate plural possessive.  

(P.S. Just can’t do it? As an alternative, consider adding “of” and dropping the possessive and in turn, dropping the apostrophe: Carolyn has twenty years of experience. )

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Although you may not have realized that it’s technically an adjective-noun string, you have likely been irritated by more than a few in your time. It’s almost impossible to read an organization’s information whether print or web, without coming across this nasty beast of an “adjectives-gone-wild” type of descriptor. Although adjective-noun strings—adjectives strung along one after another— continue on for a while, they say very, very little indeed. Not only do they not get your message across, they may be doing damage by projecting exactly the type of message you don’t want.

Negative adjective-noun string commentary heard around the water cooler:

For instance, while assessing vendors and coming across adjective-noun strings, the vendor earned an immediate rating—right into the ‘out pile’:    

• “Do they actually provide everything—plus the kitchen sink that no one is interested in?”
• “Are they a Jack (or Jill) of all trades—and likely master of none?”
•  “Is this organization from another planet where this descriptor actually means something?”

…And most commonly heard, “What the X%^&*#?” (fill in with one of your favourite expletives). Bottom line: Not good.

Avoid the usual suspects:

Although most adjective-noun strings have good intentions—typically they attempt to highlight the benefits of the organization or its offerings—they often end up diluting the message with too much of what is supposed to be a good thing.  The adjective-noun string comes across as an enthusiastic salesman who has mastered the hard sell. Instead of conveying benefits, the adjective noun-string ends up achieving the opposite; it dilutes the organization’s value proposition.

There are various tips for decoding adjective-noun strings like reading it backwards… or trying to isolate the noun and then applying each adjective to it one at a time, but the best tip is to simply forget about it:

• As a reader: Forget trying to decipher the adjective-noun string and consider it a red flag.  If the organization isn’t clear about what it is or what it does, how can you be confident that it can deliver what it says it delivers?  (…especially when you can’t understand what it delivers.)
• As a writer: Just don’t go there. Consider the urge to write a noun-string a red flag—it signals that you need to stop and think. What exactly are you trying to say?

Avoid adjective-noun strings by steering clear of the usual suspects—each adjective below may be okay if used alone (although even solo they represent enduring jargon), but strung together just one thing remains clear—it’s a definite case of adjectives-gone-wild.

• Action-oriented (or its first cousin, actionable)
• Mission-critical
• Outcome-focused
• Results-oriented (…actually anything “oriented” or “driven”)
• Robust
• State-of-the-art

Tame the adjective-noun string by killing it from the get go

—replace it with a well thought out value proposition.

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As mentioned in last month’s tip, to kick start 2012—like last year—we are devoting the first few months to getting in the right head space for the best writing year ever.  So for now, take in this final tip in the series geared at nurturing your inner writer because next month, it’s back to the keyboard with hardcore skill-based tips.

Quality in. Quality out. 

This couldn’t be more the case than where writing is concerned. Although many adults are very concerned about media censorship (especially parents who are very, if not obsessively, concerned with what their children digest in terms of TV, print, and online), many don’t apply the same strict approach to censorship where they themselves are concerned. Hours of senseless reality TV, junk magazines, and soul-sucking surfing later… it’s no wonder many feel void of creativity.

Simply put,  you are what you read

What you take in affects you

If your goal is the best writing possible, then your goal should also be the best reading possible. However, it’s not just reading a lot that’s important, it’s also important to only read well-written information on whatever topic moves you at the moment. Just like anything else, getting in a reading rut where you are just a non-fiction reader …or just a fiction reader …or just an “X” reader, is a dangerous thing. To be an effective writer you need to have an open mind (remember we writers are truth seekers at heart), you need to be open to all topics— but (and it’s an important ‘but’), you need to enforce a strict quality filter.

Just read it!

But how to get started? One of the best ways to take your reading quality up a notch, while at the same time reading outside your comfort zone, is to simply ask for recommendations. But ask an acquaintance—someone at the gym, your favourite coffee guy (or gal), or of course, someone at your favourite bookstore (if in Toronto, try BMV for sure).  Plus, the online world provides an abundance of recommendations. For example:

• Read everything written by any of the following authors and you can’t go wrong (remember, start thinking of your reading choices as a leap of faith. As long as quality is there, just read it): Malcolm Gladwell, Seth Godin, Daniel Pink, Isaac Erikson, Jon Kabat-Zinn, Tara Brach
• Or if you would prefer an actual reading list, first read Anything you Want (…as above, just read it—no questions asked, that’s the point). Then check out the reading list at http://sivers.org/book.
• Or here’s my ‘Not-Necessarily-Top-10-List’—But more of an ‘Eclectic Favourites List’…a bit of a non-fiction kick this time; some oldies, but all goodies:
  • Touching the Void (Spoiler Alert: don’t read the prologue until the end, think of it as an epilogue)
  • Rework
  • The Artist’s Way
  • The Voyage of the Beagle
  • The Power of Full Engagement
  • Long Walk to Freedom
  • Be happy
  • Rocket Boys
  • Zen and the Art of Motorcycle Maintenance
  • Survive the Savage Sea
  • A Cambodian Odyssey
  • The Social Animal
  • Born to Run

The quality of your writing is a mashup of the quality of what you read.

Go for quality with an open mind; you’ll be surprised by what you end up reading—and liking.   

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Like the January, February, and March 2011 tips that were devoted to nurturing your inner writer, the first few tips of 2012 are following suit… and then we’ll get back to more skill-based advice. For now, start the year by getting into the right head space—or as they say, by ‘getting into the zone.’

And there you have it—our fist similarity between mastering writing and healthy living. For athletes, getting into the zone means total focus—think Andree Agassi before he makes the winning serve—time stands still, it’s just him and the ball. Sound familiar? For we writers, that’s ‘flow.’ Hopefully you know it well, it’s when you are fully immersed in your writing filled with energy and concentration. Time flies by and often it’s difficult to concretely remember forming the thoughts you crafted on the page. It’s as if an alien—a lean, mean writing machine alien—inhabited your body and took over full throttle.

Whether in sports or writing, flow is definitely a beautiful thing, however, it can be elusive.  While trying to live a healthy lifestyle some days are better than others. The key is to keep working at it, day in, day out, keep plugging along. Similarly with writing, sometimes you will experience long stretches of flow, whereas, other times you will experience ‘full stop.’  Instead of beating yourself up, change your mindset. Recognize that whether related to healthy living or writing—mastery isn’t a sprint, it’s a marathon of discipline, determination, faith, and focus.

What else do writing and healthy living have in common?

They go hand in hand

Of course, writing conjures up images of the creative soul who wanders happily through life while an abundance of perfectly strung words flow effortlessly from his mouth (…not to mention the self-medicating creative genius who uses alcohol or other substances to supposedly keep the creative juices flowing… think Hemingway… think Fitzgerald… think Joyce). However, as all of us who write for a living know all too well, this depiction couldn’t be further from reality.

The fact is, writing takes some serious mental energy. This is where the healthy living comes into play and although fueling your brain with healthy food and getting enough exercise are important, the real kicker is sleep. Turns out that sleep deprivation can lead to:

• Increased blood pressure
• Higher risk of heart disease
• Difficulty maintaining a healthy body weight
• Increased diabetes risk

And, most importantly where writing is concerned, lack of sleep decreases concentration and response time while increasing stress. Sleep is critical for literally re-charging the brain and it is when we categorize and reorganize information so we are actually working while we sleep. To improve your writing in 2012, instead of working longer, work smarter—by sleeping more.

Aiming for a good night’s sleep will do more for your writing than countless hours at your desk.

Easier said than done, but remember, just take one night at a time.

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Having conducted an armchair observation over many years—basically a completely unqualified and unscientific study of the winter computer user—I have come to some conclusions, plus thankfully also some recommendations:

Hypothesis: Long hours at the computer during the winter months are particularly “Debbie Downer” provoking (insert “David Downer” as needed) for those who live in what could be considered “northern climates” (colder temperatures with longer winter nights)—however, this is the case not so much due to decreased light, but due to decreased physical activity.

Conclusion: For those living in winter climates, long hours at the computer can in fact provoke more of a “down-and-out-I-just-can’t-write-another-word” depleted energy level than during other seasons—however, this is the case not so much due to decreased light, but due to decreased physical activity.

What the critics have to say:

• “But why would this phenomenon have a greater impact on computer users?” and “But aren’t computer users at the computer just as many hours—with just as little physical activity—in the spring, summer, and fall as in the winter months?”
• What the armchair research reveals: SAD-C doesn’t solely affect computer users, essentially it affects anyone who spends most of the day sitting (maybe it should actually be SAD-S). Although they are likely at the computer (or sitting) just as many hours a day regardless of the season, during warmer months they compensate for their inactivity at work with increased activity outside of work —but not so during the winter months where they are inactive at work as well as outside of work.

SAD-C Symptoms:  Can be far-reaching including everything from…

• Writer’s block (often coupled with many of the consumption-related habits listed below)
• Junk food cravings  (more at-the-desk snaking whether salt tooth or sweet tooth)
• Caffeine cravings (regardless of the substance of choice like coffee, soft drinks, chocolate or tea—yes, many teas are caffeinated)
• Insomnia  (often combined with uncontrollable urges to lay head on desk at work)
• Skittish behaviour (numerous trips to the lunchroom, coffee pot, water cooler, bathroom—pretty much anywhere—without a real need)

Recommendations: During winter months, not only try to boost your activity level outside of work, but also get moving while you work.  No need to invest in loads of expensive equipment (as is often recommended by what is becoming known as the “walking office” concept complete with expensive high-tech “desk treadmills”). Just try these two small things that are actually big things where treating your SAD-C is concerned:

1. Replace your office chair with a physio ball: Get googling—you will find loads of advice about why this helps your back, your core strength, your balance… practically everything. Plus, for some reason  (another armchair observation), just seeing your physio ball when you arrive at the office triggers a smile—not to mention seeing your colleagues perched on their physio balls.
2. Add to the mix a “standing desk”: Beside your usual desk add something that allows you to type while standing up like a chest-height shelf or bookcase. “Type standing up?”—I know it sounds difficult and maybe a bit weird, but it’s surprisingly easy and helps keep you focused with improved flow.

Now that your physio ball has got you rolling toward treating SAD-C… and you’re standing tall writing away at your second desk option… you might be ready for the big time! Consider incorporating a person-powered walking treadmill or stepper/climber to your arsenal in combating SAD-C.

As mentioned, don’t let the expensive motorized technologically loaded “walking office” recommendations scare you off. For example, you can pick up a person-powered walking treadmill or stepper/climber for under a hundred dollars. Plus, although you will easily master and enjoy sitting at your physio ball… as well as typing while standing… and walking while you read and take notes… but running on a traditional motorized treadmill? …hmmm, not sure—too intense, too loud… not necessary; leave that for your real workouts at the gym.

Make 2012 the best writing year ever
by kicking it off in January with your own armchair observation

—that includes a physio ball, standing desk,
and perhaps even a person-powered treadmill.

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Interestingly, a 1960s research study involving university students and tetanus shots if often cited as demonstrating the value of a strong CTA. Students were given educational information emphasizing the importance of getting a tetanus shot, however, very few bothered to get it. Next, the students received the educational information enhanced with action-oriented ‘how to’ information at the end—like the location and hours of where they could quickly and easily receive the shot—and compliance rose dramatically. What made the difference? The CTA at the end literally “called them” to take action by giving them the push they needed to move from just learning about the value of a tetanus shot to actually getting one. Time to give your endings as much thought as your beginnings. Try this:

1. To develop your CTA, ask yourself, “After reading your information, what is it that you want your reader to do?” For instance, do you want them to:
   • Buy something
   • Access a special offer
   • Register for something
   • Call your organization
   • Visit your website
   • Learn more through links
2. Remember to start your CTA with a verb, for example: “Visit today…”, “Instantly access…”, “Automatically receive…”
3. Keep in mind that to be most effective, make your call to action specific and time-lined. Try to convey something specific that is based on a defined time period by using this CTA formula: “Visit/Access/Buy/Register/Call/Learn X for X offer by X.”
   • Visit ABC website for ABC discount available until January 31, 2012.
   • Call ABC company for X resource in time for the 2012 industry conference.
   • Buy two X for the price of one until Saturday, January 7, 2012.
4. Strive for short and motivating by aiming for around 10 words.

So how did you do? Is your call to action clear while creating a sense of urgency?

Remember, the last thing you write is as important as the first
—be sure to give your call to action
as much tender loving care as you would your headline.

Use the tips to start creating your own CTA’s today! (…so did that CTA work?)

Recently, when the inverted pyramid came up during a meeting, much to our client’s horror, they had visions of having to remember their Grade 11 math, or to publicly attempt a headstand, or worse, to have to ‘showoff’ their Downward Dog and other assorted yoga poses at work. Apparently, it was relief to learn that the term ‘inverted pyramid’ has nothing to do with algebra (phew!) or strutting your inner Yogi (double phew!).

The inverted pyramid format is commonly used in newspaper writing. It means that the most important information is at the top—at the beginning of your information—with the least important information at the bottom—at the end of your information. From the reader’s perspective, this allows them to quickly pick up the most important information right off the bat and then, assuming they keep reading (which is a big assumption these days), they can scan the rest of the information for details.

The inverted pyramid format dates back to the days of the telegraph when news reporters learned to convey the most important information first, just in case their messages were cut off or during wartime, intentionally intercepted. It has been a standard trick of the trade for newspaper journalists ever since—and now it has also picked up steam as a popular online writing technique.

Why? It’s because no one reads anymore. Sure, you think you are reading right now… but really, you are kind of ‘half–reading’—you are likely at the same time keeping an eye on your inbox, if not also checking your voice mail… while eating a bagel and trying to hear what’s going on in the cubicle next door. We have become a world of scanners, jumpers, and clickers.

This is especially the case online. As discussed in the July 2011 Tip of the Month, especially when reading online, rather than read word by word, we scan… we jump…and then, after about 27 seconds, that’s it—time to move on—we click, click, click.

Next time you are online (which is probably most of the time),
take notice of how you ‘read’. Would inverted pyramid work for you?
Something to think about …while you are scanning, jumping, and of course,
click, click, clicking.

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