cutting through the clutter · 2018-04-03 · cutting through the clutter write for readability...
TRANSCRIPT
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Cutting Through the Clutter Write for Readability
Harold L. Maurer
Managing Director, Account Services
Marketing General Incorporated
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How Do We Read?
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How Do We Read?
• W We Are Distracted
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How Do We Read?
• W We Are Distracted
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Nicholas Carr
“Once I was a scuba diver in the sea of words,
but now I zip along the surface like a guy on a
Jet Ski.”
Author: The Shallows: What the Internet Is Doing to Our Brains
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Reading Style
Equals Social Style
Details Facts
Fun Mood
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Motivation
Three Top Motivators for Medical Professionals:
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Great Writing
“In order to be a
great writer a
person must have a
built-in, shockproof
crap detector.” - Ernest Hemingway
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Cutting Through Clutter
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Clutter. How Bad is It?
Question:
How eBooks were
published in English
in May, 2016?
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Clutter. How Bad is It?
Exercise 1:
How eBooks were
published in English
in May, 2016?
Answer:
27,342 at Best Count
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Clutter
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Clutter
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Sample Tool: Word Map
http://worditout.com/word-cloud/make-a-new-one
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#1 Active vs. Passive
You are
loved…by
me!
Dolt…
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Active vs. Passive
Stay Active. • My ninth-grade English teacher, Sister Gabrielle shown here, was
right. Active voice is vital, passionate, happening.
• But awkward, meandering sentences often are formed by the passive
voice. The passive voice is more commonly a reflex of confidence.
Trying to distance yourself from the subject matter. Don’t beat around
the bush. The straightest line from the doer to the action is usually
more interesting—and more persuasive.
Look at These…
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Active vs. Passive
Let’s Try These Out for Size:
“The entire stretch of highway was paved
by the crew.”
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Active vs. Passive
Let’s Try These Out for Size:
“When her house was invaded, Penelope
had to think of ways to delay her
remarriage.”
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Active vs. Passive
Let’s Try These Out for Size:
“At dinner, six shrimp were eaten by
Harry”
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Active vs. Passive
Let’s Try These Out for Size:
“A number of things are indicated by
these results.”
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Let Us Start: Active vs. Passive
Let’s Try These Out for Size:
“The balloon is positioned in an area of
blockage by the surgeon and is inflated.”
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Active vs. Passive
You are
loved…by
me!
Dolt…
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Active vs. Passive
Ahh… I
Love
You!
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#2 Wasted Words
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Superfluous Words
Cut the meaningless crutch words. Literally.
• Maybe we’re nervous, or excited, or just like the
sound of our own voices. Whatever the reasons, we
stuff our writing with unnecessary words and use them
as a crutch.
• Very. Really. Literally. Actually. Personally.
• These forgettable fillers our writing of its power. Be
ruthless in cutting them and you’ll find your writing
much improved.
Here’s a list of common crutch
words and phrases…
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Superfluous Words
• went
• quite
• truly
• is/was/were
• very
• actually
• really
• like
• have/had
• so
• anyway
• could/should/would
• literally
• almost
• all
• what i mean is
Common crutch words:
• obviously
• happily
• as well
• amazing
• awesome
• rather
• suddenly
• somehow
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Superfluous Words
Tautologies:
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Superfluous Words
Tautologies:
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Superfluous Words
Needless Tautological Words and Phrases
(already) existing never (before)
at (the) present (time) none (at all)
(basic) fundamentals now (at this time)
(completely) eliminate period (of time)
(continue to) remain (private) industry
currently (being) (separate) entities
(empty) space start (out)
had done (previously) write (out)
introduced (a new…) (still) persists
mix (together) (group) consensus
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“You Call That a Knife?”
“Trouble is caused when people
disobey rules that have been
established for the safety of all.”
Let’s Cut!!!
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Superfluous Words
Let’s Cut!!!
“The subjects that are considered most
important by students are those that have been
shown to be useful to them after graduation.”
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Superfluous Words
Let’s Cut!!!
“In the not too distant future, college freshmen
must all become aware of the fact that there is
a need for them to make contact with an
academic adviser concerning the matter of a
major.”
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#3 Prepositional Phrases
about below in spite of regarding
above beneath instead of since
according to beside into through
across between like throughout
after beyond near to
against But (except) of toward
along by off under
amid concerning on underneath
among down on account of until
around during onto up
at except out upon
atop for out of with
because of from outside within
before in over without
behind inside past
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Prepositional Examples
Unnecessary phrase: The opinion of the manager
Correction: The manager's opinion
Unnecessary phrase: The obvious effect of such a range of reference is to
assure the audience of the author's range of learning and intellect.
Correction: The wide-ranging references in this talk assure the audience that
the author is intelligent and well-read.
Unnecessary phrase: It is a matter of the gravest possible importance to the
health of anyone with a history of a problem with disease of the heart that he
or she should avoid the sort of foods with a high percentage of saturated fats.
Correction: Anyone with a history of heart disease should avoid saturated
fats.
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Our Turn!
“The cause of our schools’ failure at teaching
basic skills is not understanding the influence
of cultural background on learning.”
“Our schools have failed to teach basic skills
because educators do not understand how
cultural backgrounds influence learning.”
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Another Called a String
A revision of the program will result in
increases in our efficiency in the servicing of
our customers.
If we revise the program, we can serve our
customers more efficiently.
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Persuade Faster!
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We’re Done
Harold L. Maurer
Managing Director, Account Services
Marketing General Incorporated
703-706-0391