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William Howard Taft (1857-1930), the 27th president of
the United States,
is no wellspring of great quotes, but the Taft quote that follows stands
the test of time, rightfully deserving to be the WriteWorks Quote of the
Week.
Ric Moxley – Managing
Editor
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Don't write so that you can be
understood —
write so that you can't be misunderstood.
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— William Howard Taft, U.S. President
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Key Point
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Who among us hasn't experienced the frustration of finding
that your message - which seemed perfectly clear to you - confused your
audience, or generated unexpected and undesired emotions? The source of
these miscommunications is the planning stage of your speech or written
message: thinking (as one naturally does) from your own frame of
reference.
To
write effectively, take those awkward steps outside yourself and
consider your audience's frame of reference. What is their base of
experience on the subject? Where are they coming from emotionally, intellectually,
spiritually . . . and where do they want to go? Then, with that
perspective firmly in mind, you can write so that you will not be
misunderstood.
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Marketing
Value
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Persuasion or exposition? Communicating understandably is often
(and wrongly) presumed to be important primarily when writing to
inform. However, the true power of persuasive writing begins with
understanding your audience: synchronizing your message to their way of
thinking, couched in their frame of reference. Only then, when they are
with you intellectually, will they join you in spirit.
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In Speech . . .
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This week's quote has less value when spoken directly in a
speech than when used as a driving principle behind planning your
speech. For example, when using an analogy - a valuable tool for
engaging your audience in your message - don't assume that they will
"get it." To be safe, finish off your analogy with at least a
brief explanation of your point in using the word picture.
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In Writing . . .
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Avoid using acronyms and "in-house" terminology,
particularly when communicating to new employees or to those who are
new to your department, unless you also provide explanation. This is a
common cause of misunderstanding.
I
once attended a meeting in which a business manager used the term
"delta" several times, assuming that his points were being
understood. Unfortunately, few others in the room understood his use of
the word. Equally unfortunate: no one wanted to look stupid, so no one
spoke out.
After
the meeting, I immediately went to a dictionary. What I found there
didn't help: the dictionary I picked defined "delta" as a
"usually triangular alluvial deposit at the mouth of a river
caused by tidal currents." What the manager intended however was
to loosely communicate the mathematical definition of a delta (a
"finite increment in a variable," to quote The American
Heritage® Dictionary) in order to describe changes in his company's
financial forecasts.
The
speaker assumed the attendees had a similar background in math and
understood business financial forecasting terminology. He also assumed
his audience understood his intent in using the word delta analogously.
His communication was ineffectual because he didn't plan his speech
from the audience's frame of reference, then
modify his speech accordingly. To avoid similar mistakes, "Don't
write (or speak) so that you can be understood - write so that you
can't be misunderstood." Thank you, President Taft.
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Beyond the
Workplace . . .
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Use Taft's quote as a constant reminder when communicating
with your family. Even more than in business, family members' frames of
reference may be vastly different than your own. The relatively limited
life experiences of your children, for example, can often be a source
of missed messages. We once scolded our young daughter, for
"deceptive behavior." She vehemently denied it with wide-eyed
innocence. Many days later, she admitted that she didn't know what
"deceptive" meant, and so she was sure she couldn't have done
it when she didn't even know what it means . . .
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What is Your
Favorite Quote?
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Do you have a favorite quote that has either served you
inspirationally in the workplace or has been a nice bit of spice in
speech or in writing? Write
and tell us about it. We may feature your quote in a future issue
to inspire others.
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Let
WriteWorks Help
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Since words can make or break you, why not insert
WriteWorks into your editing process? Our world-class wordsmiths add
the spark of effectiveness you desire from your internal and external
company communications. Contact us to learn more!
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