I want you to think about a company whose services you pay for your
whose services you pay for your
whose services you pay for your utilities company and insurance company
utilities company and insurance company
utilities company and insurance company your phone company something like that
your phone company something like that
your phone company something like that it’s got one and I want you to remember
it’s got one and I want you to remember
it’s got one and I want you to remember a time when they frustrated you they got
a time when they frustrated you they got
a time when they frustrated you they got something wrong they didn’t follow
something wrong they didn’t follow
something wrong they didn’t follow through they provide a bad service they
through they provide a bad service they
through they provide a bad service they drop the ball and as customers we hate
drop the ball and as customers we hate
drop the ball and as customers we hate that right and those companies have a
that right and those companies have a
that right and those companies have a small window to make things right with
small window to make things right with
small window to make things right with us so let’s imagine that they send you
us so let’s imagine that they send you
us so let’s imagine that they send you an apology email they have a couple of
an apology email they have a couple of
an apology email they have a couple of options of how to go about this first
options of how to go about this first
options of how to go about this first option fairly relaxed quite person or
option fairly relaxed quite person or
option fairly relaxed quite person or something like this hey Shelly we’re
something like this hey Shelly we’re
something like this hey Shelly we’re sorry we got the date wrong for setting
sorry we got the date wrong for setting
sorry we got the date wrong for setting up the internet at your new home
up the internet at your new home
up the internet at your new home not like this happened recently or
not like this happened recently or
not like this happened recently or anything we know that was really
anything we know that was really
anything we know that was really inconvenient thanks for letting us know
inconvenient thanks for letting us know
inconvenient thanks for letting us know about the mistakes so we can fix it
about the mistakes so we can fix it
about the mistakes so we can fix it we’ll do our best to make sure it
we’ll do our best to make sure it
we’ll do our best to make sure it doesn’t happen again
doesn’t happen again
doesn’t happen again Thanks your favorite internet provider
Thanks your favorite internet provider
Thanks your favorite internet provider or they have a second option something
or they have a second option something
or they have a second option something in a more formal business II kind of
in a more formal business II kind of
in a more formal business II kind of voice because they want to sound more
voice because they want to sound more
voice because they want to sound more professional dear valued customer it is
professional dear valued customer it is
professional dear valued customer it is with regret that we write to express our
with regret that we write to express our
with regret that we write to express our apologies for the recent error not our
apologies for the recent error not our
apologies for the recent error not our recent error it was an unavoidable
recent error it was an unavoidable
recent error it was an unavoidable disruption within our system due to a
disruption within our system due to a
disruption within our system due to a service upgrade we apologize for any
service upgrade we apologize for any
service upgrade we apologize for any inconvenience this may have caused you
inconvenience this may have caused you
inconvenience this may have caused you feel at all warm and fuzzy because it’s
feel at all warm and fuzzy because it’s
feel at all warm and fuzzy because it’s the classic non apology and it’s what
the classic non apology and it’s what
the classic non apology and it’s what the formal business voice lends itself
the formal business voice lends itself
the formal business voice lends itself to they may as well have signed off with
to they may as well have signed off with
to they may as well have signed off with sorry not sorry because that’s pretty
sorry not sorry because that’s pretty
sorry not sorry because that’s pretty much how it feels we can all see it we
much how it feels we can all see it we
much how it feels we can all see it we can feel it we can hear it it’s
can feel it we can hear it it’s
can feel it we can hear it it’s practically impossible to sound human
practically impossible to sound human
practically impossible to sound human genuine in a formal business written
genuine in a formal business written
genuine in a formal business written voice so I want to say this to you the
voice so I want to say this to you the
voice so I want to say this to you the formal business voice
formal business voice
formal business voice it’s dead like dead dead there is no
it’s dead like dead dead there is no
it’s dead like dead dead there is no longer any place for it in business
longer any place for it in business
longer any place for it in business today I cannot find a single time when
today I cannot find a single time when
today I cannot find a single time when it’s useful except if you want to
it’s useful except if you want to
it’s useful except if you want to threaten someone if you want to threaten
threaten someone if you want to threaten
threaten someone if you want to threaten someone go ahead and use a formal
someone go ahead and use a formal
someone go ahead and use a formal written voice should the undersigned not
written voice should the undersigned not
written voice should the undersigned not comply immediately with the
comply immediately with the
comply immediately with the aforementioned conditions here with blah
aforementioned conditions here with blah
aforementioned conditions here with blah blah blah if you want to threaten or
blah blah if you want to threaten or
blah blah if you want to threaten or alienate or put the fear of God or the
alienate or put the fear of God or the
alienate or put the fear of God or the courts into someone go ahead and use the
courts into someone go ahead and use the
courts into someone go ahead and use the formal business voice if you want to do
formal business voice if you want to do
formal business voice if you want to do pretty much anything else on the planet
pretty much anything else on the planet
pretty much anything else on the planet use a conversational written voice I
use a conversational written voice I
use a conversational written voice I don’t know if you’ve heard of Ellen
don’t know if you’ve heard of Ellen
don’t know if you’ve heard of Ellen Siegel but he’s made a career out of
Siegel but he’s made a career out of
Siegel but he’s made a career out of taking legal documents and simplifying
taking legal documents and simplifying
taking legal documents and simplifying them and yet retaining all of the legal
them and yet retaining all of the legal
them and yet retaining all of the legal weight and power I mention this because
weight and power I mention this because
weight and power I mention this because it’s one of the most common arguments
it’s one of the most common arguments
it’s one of the most common arguments that I hear if we write in a
that I hear if we write in a
that I hear if we write in a conversational voice Shelly it won’t
conversational voice Shelly it won’t
conversational voice Shelly it won’t stand up in court always a non lawyer
stand up in court always a non lawyer
stand up in court always a non lawyer saying this to me by the way an Ellen
saying this to me by the way an Ellen
saying this to me by the way an Ellen Segal describes his work as a means to
Segal describes his work as a means to
Segal describes his work as a means to empathy clarity and transparency
empathy clarity and transparency
empathy clarity and transparency building the humanity into
building the humanity into
building the humanity into communications and I love that because
communications and I love that because
communications and I love that because that right there is my issue with the
that right there is my issue with the
that right there is my issue with the formal business voice and why I say it’s
formal business voice and why I say it’s
formal business voice and why I say it’s dead it removes the humanity it takes
dead it removes the humanity it takes
dead it removes the humanity it takes out the people the way that asks for you
out the people the way that asks for you
out the people the way that asks for you and instead it shifts this kind of
and instead it shifts this kind of
and instead it shifts this kind of third-person generic info user the
third-person generic info user the
third-person generic info user the client it’s cold and it’s clinical and
client it’s cold and it’s clinical and
client it’s cold and it’s clinical and it also removes responsibility and
it also removes responsibility and
it also removes responsibility and accountability we’ve all heard it the
accountability we’ve all heard it the
accountability we’ve all heard it the classic but covering corporate voice
classic but covering corporate voice
classic but covering corporate voice mistakes were made
mistakes were made
mistakes were made nobody made them they just happened like
nobody made them they just happened like
nobody made them they just happened like magic or my favorite because pretty much
magic or my favorite because pretty much
magic or my favorite because pretty much all of us have done it at some stage it
all of us have done it at some stage it
all of us have done it at some stage it is recommended if you’ve written that
is recommended if you’ve written that
is recommended if you’ve written that behenna come on I know you have it is
behenna come on I know you have it is
behenna come on I know you have it is recommended if you ever wrote an essay
recommended if you ever wrote an essay
recommended if you ever wrote an essay at university or a report at work it is
at university or a report at work it is
at university or a report at work it is recommended right I’m like by whom
recommended right I’m like by whom
recommended right I’m like by whom the universe it just is so I want to
the universe it just is so I want to
the universe it just is so I want to tell you how I learned about this stuff
tell you how I learned about this stuff
tell you how I learned about this stuff because I had been a writer for 20 years
because I had been a writer for 20 years
because I had been a writer for 20 years masters degree published author all that
masters degree published author all that
masters degree published author all that jazz and like most writers I had been
jazz and like most writers I had been
jazz and like most writers I had been trained to use a wide vocab sculpted
trained to use a wide vocab sculpted
trained to use a wide vocab sculpted sentences are for Soros I do love me a
sentences are for Soros I do love me a
sentences are for Soros I do love me a good two Soros you’re with me see how we
good two Soros you’re with me see how we
good two Soros you’re with me see how we like our words good writers love words
like our words good writers love words
like our words good writers love words and we use them a lot I also really
and we use them a lot I also really
and we use them a lot I also really believed that there were some times when
believed that there were some times when
believed that there were some times when the formal voice was absolutely required
the formal voice was absolutely required
the formal voice was absolutely required you probably believe that too that there
you probably believe that too that there
you probably believe that too that there are times when we need to use a voice
are times when we need to use a voice
are times when we need to use a voice that sounds academic or legal or
that sounds academic or legal or
that sounds academic or legal or authoritative and that in order to do
authoritative and that in order to do
authoritative and that in order to do that we have to use a formal writing
that we have to use a formal writing
that we have to use a formal writing approach now I was on Great Barrier
approach now I was on Great Barrier
approach now I was on Great Barrier Island with my family because that’s
Island with my family because that’s
Island with my family because that’s where my father is from and we had hired
where my father is from and we had hired
where my father is from and we had hired a man called vet domain to write a
a man called vet domain to write a
a man called vet domain to write a document for us now this document has
document for us now this document has
document for us now this document has legislative power it sits under the
legislative power it sits under the
legislative power it sits under the Resource Management Act and it gives my
Resource Management Act and it gives my
Resource Management Act and it gives my hapu a voice in everything that’s going
hapu a voice in everything that’s going
hapu a voice in everything that’s going on in the region and we had come
on in the region and we had come
on in the region and we had come together to look at a draft of this
together to look at a draft of this
together to look at a draft of this document it had been emailed to me by
document it had been emailed to me by
document it had been emailed to me by the way but I hadn’t opened it and
the way but I hadn’t opened it and
the way but I hadn’t opened it and here’s why I fully expected that it was
here’s why I fully expected that it was
here’s why I fully expected that it was gonna be long and boring and hard to
gonna be long and boring and hard to
gonna be long and boring and hard to wade my way through and very
wade my way through and very
wade my way through and very official-looking and lots of text that’s
official-looking and lots of text that’s
official-looking and lots of text that’s what happens with formal documents set
what happens with formal documents set
what happens with formal documents set what happens with you take a whole room
what happens with you take a whole room
what happens with you take a whole room with a glass of wine enjoy yourself
with a glass of wine enjoy yourself
with a glass of wine enjoy yourself it’s great stuff but when someone handed
it’s great stuff but when someone handed
it’s great stuff but when someone handed me a printed copy of that document and
me a printed copy of that document and
me a printed copy of that document and it was much shorter than I was expecting
it was much shorter than I was expecting
it was much shorter than I was expecting is about 20 pages and I started flicking
is about 20 pages and I started flicking
is about 20 pages and I started flicking through it there’s 20 pages long as much
through it there’s 20 pages long as much
through it there’s 20 pages long as much shorter than I was expecting I thought
shorter than I was expecting I thought
shorter than I was expecting I thought was gonna look like that I start
was gonna look like that I start
was gonna look like that I start flicking through it and it was easy to
flicking through it and it was easy to
flicking through it and it was easy to read
read
read and it was easy to skim through and it
and it was easy to skim through and it
and it was easy to skim through and it was easy to understand and even more
was easy to understand and even more
was easy to understand and even more than that I could see myself in that I
than that I could see myself in that I
than that I could see myself in that I could see my photo in that and that blew
could see my photo in that and that blew
could see my photo in that and that blew my mind because at the same time is
my mind because at the same time is
my mind because at the same time is sounding really human and easy for
sounding really human and easy for
sounding really human and easy for anyone from my teenagers to my Nana to
anyone from my teenagers to my Nana to
anyone from my teenagers to my Nana to understand it was going to have all of
understand it was going to have all of
understand it was going to have all of this legal weight and until that moment
this legal weight and until that moment
this legal weight and until that moment I didn’t know such a thing was possible
I didn’t know such a thing was possible
I didn’t know such a thing was possible everything in my career up until that
everything in my career up until that
everything in my career up until that point led me to believe that that wasn’t
point led me to believe that that wasn’t
point led me to believe that that wasn’t the case now that signal is shift for me
the case now that signal is shift for me
the case now that signal is shift for me since that moment I have trained
since that moment I have trained
since that moment I have trained hundreds of people every year to stop
hundreds of people every year to stop
hundreds of people every year to stop using the formal written business Evo’s
using the formal written business Evo’s
using the formal written business Evo’s and instead to write in a more authentic
and instead to write in a more authentic
and instead to write in a more authentic voice the formal business voice wastes
voice the formal business voice wastes
voice the formal business voice wastes so much time not the least of which is
so much time not the least of which is
so much time not the least of which is because it takes a long time to write it
because it takes a long time to write it
because it takes a long time to write it a long time to read it
a long time to read it
a long time to read it it’s very woefully formal equals
it’s very woefully formal equals
it’s very woefully formal equals waffling I challenge you to find me a
waffling I challenge you to find me a
waffling I challenge you to find me a document a formal document that doesn’t
document a formal document that doesn’t
document a formal document that doesn’t use more words than as necessary to get
use more words than as necessary to get
use more words than as necessary to get the point across
the point across
the point across bring it I’ll give you my email address
bring it I’ll give you my email address
bring it I’ll give you my email address after instead of using that boring
after instead of using that boring
after instead of using that boring time-wasting voice I’ve now trained
time-wasting voice I’ve now trained
time-wasting voice I’ve now trained people to use an authentic
people to use an authentic
people to use an authentic conversational voice the way that we
conversational voice the way that we
conversational voice the way that we talk to each other and express our ideas
talk to each other and express our ideas
talk to each other and express our ideas really naturally that translates very
really naturally that translates very
really naturally that translates very well into writing and I have them just
well into writing and I have them just
well into writing and I have them just get rid of all of that waffle and I give
get rid of all of that waffle and I give
get rid of all of that waffle and I give them examples and help them see the
them examples and help them see the
them examples and help them see the issues that they’re having when they’re
issues that they’re having when they’re
issues that they’re having when they’re writing now can I tell you what I’ve
writing now can I tell you what I’ve
writing now can I tell you what I’ve learned about why we do this to
learned about why we do this to
learned about why we do this to ourselves why we write things that are
ourselves why we write things that are
ourselves why we write things that are so freaking painful to write and even
so freaking painful to write and even
so freaking painful to write and even worse to read it’s about perception
worse to read it’s about perception
worse to read it’s about perception perception on a couple of levels first
perception on a couple of levels first
perception on a couple of levels first of all we are really worried when we
of all we are really worried when we
of all we are really worried when we write stuff and send it out into the
write stuff and send it out into the
write stuff and send it out into the world whether it’s an email or a report
world whether it’s an email or a report
world whether it’s an email or a report for your boss or whatever you hit Send
for your boss or whatever you hit Send
for your boss or whatever you hit Send that is a vulnerable experience what is
that is a vulnerable experience what is
that is a vulnerable experience what is someone gonna think am I gonna look bad
someone gonna think am I gonna look bad
someone gonna think am I gonna look bad am I gonna look good am I gonna look
am I gonna look good am I gonna look
am I gonna look good am I gonna look stupid because we worry about that
stupid because we worry about that
stupid because we worry about that so perception on that level and then a
so perception on that level and then a
so perception on that level and then a second part of perception which is this
second part of perception which is this
second part of perception which is this idea that we have that we can’t quite
idea that we have that we can’t quite
idea that we have that we can’t quite nail down the reasons why the perception
nail down the reasons why the perception
nail down the reasons why the perception that they want it written this way who’s
that they want it written this way who’s
that they want it written this way who’s they because they have got a hell of a
they because they have got a hell of a
they because they have got a hell of a lot of bad ratings mites before I go and
lot of bad ratings mites before I go and
lot of bad ratings mites before I go and tell you is they your governance board
tell you is they your governance board
tell you is they your governance board because when I asked them if they want
because when I asked them if they want
because when I asked them if they want to do more reading than they do they
to do more reading than they do they
to do more reading than they do they have to they say hell no is they a
have to they say hell no is they a
have to they say hell no is they a government department who your
government department who your
government department who your organization is answerable to because
organization is answerable to because
organization is answerable to because they pay me good money to train them to
they pay me good money to train them to
they pay me good money to train them to not be overly formal and not be wofully
not be overly formal and not be wofully
not be overly formal and not be wofully and not write in a formal voice they
and not write in a formal voice they
and not write in a formal voice they don’t want to read you being wofully and
don’t want to read you being wofully and
don’t want to read you being wofully and overly formal
and I guess there’s a third element of
and I guess there’s a third element of perception to in that so many of us
perception to in that so many of us
perception to in that so many of us spent all these years at university and
spent all these years at university and
spent all these years at university and tens of thousands of dollars
tens of thousands of dollars
tens of thousands of dollars having the perception drilled into us
having the perception drilled into us
having the perception drilled into us that academic writing equals good
that academic writing equals good
that academic writing equals good writing it doesn’t it does equal the
writing it doesn’t it does equal the
writing it doesn’t it does equal the kind of writing that’s required in that
kind of writing that’s required in that
kind of writing that’s required in that context and before all of the academics
context and before all of the academics
context and before all of the academics in the room except for my friend over
in the room except for my friend over
in the room except for my friend over here crucify me because I can I can feel
here crucify me because I can I can feel
here crucify me because I can I can feel some glares of course you can have a
some glares of course you can have a
some glares of course you can have a good academic writing of course you can
good academic writing of course you can
good academic writing of course you can it’s just that unfortunately as we all
it’s just that unfortunately as we all
it’s just that unfortunately as we all know most a lot of the time it’s not
know most a lot of the time it’s not
know most a lot of the time it’s not done well so let me show you some
done well so let me show you some
done well so let me show you some examples stop talking about it let’s see
examples stop talking about it let’s see
examples stop talking about it let’s see what it looks like for yourself this is
what it looks like for yourself this is
what it looks like for yourself this is from a credit card agreement from a bank
from a credit card agreement from a bank
from a credit card agreement from a bank in Abu Dhabi have fun reading that did
in Abu Dhabi have fun reading that did
in Abu Dhabi have fun reading that did you give up after three lines because
you give up after three lines because
you give up after three lines because you just obviously yo the card maybe bla
you just obviously yo the card maybe bla
you just obviously yo the card maybe bla bla bla bla bla turn the page that’s
bla bla bla bla turn the page that’s
bla bla bla bla turn the page that’s pretty much what we do and read that I
pretty much what we do and read that I
pretty much what we do and read that I have a version of this type of content
have a version of this type of content
have a version of this type of content written by Ellen Siegel and it’s from a
written by Ellen Siegel and it’s from a
written by Ellen Siegel and it’s from a one-page credit card agreement that’s
one-page credit card agreement that’s
one-page credit card agreement that’s 165 pages long did I mention that
I wish I could take credit for that
I wish I could take credit for that Ellen Segal a one-page credit card
Ellen Segal a one-page credit card
Ellen Segal a one-page credit card agreement so let me ask you this if you
agreement so let me ask you this if you
agreement so let me ask you this if you had those two documents side by side and
had those two documents side by side and
had those two documents side by side and you had to sign one which one would you
you had to sign one which one would you
you had to sign one which one would you feel more comfortable signing if you had
feel more comfortable signing if you had
feel more comfortable signing if you had to read through one of them before you
to read through one of them before you
to read through one of them before you signed it which one would you want to
signed it which one would you want to
signed it which one would you want to read through if you had to have a
read through if you had to have a
read through if you had to have a discussion with the company who wrote
discussion with the company who wrote
discussion with the company who wrote that document if you needed to negotiate
that document if you needed to negotiate
that document if you needed to negotiate something or you were having a problem
something or you were having a problem
something or you were having a problem which company would you feel comfortable
which company would you feel comfortable
which company would you feel comfortable going to which company would you trust
going to which company would you trust
going to which company would you trust more
more
more I love the answers it’s good let me give
I love the answers it’s good let me give
I love the answers it’s good let me give you another example and I’m very sorry
you another example and I’m very sorry
you another example and I’m very sorry sorry Hamilton City Council to throw you
sorry Hamilton City Council to throw you
sorry Hamilton City Council to throw you under the bus but you did this to
under the bus but you did this to
under the bus but you did this to yourselves
yourselves
yourselves this was in the newspaper earlier this
this was in the newspaper earlier this
this was in the newspaper earlier this year and it’s not a one-off I’m not
year and it’s not a one-off I’m not
year and it’s not a one-off I’m not going to read that to you do you just
going to read that to you do you just
going to read that to you do you just take the information and really quickly
take the information and really quickly
take the information and really quickly and easily first glance you don’t have
and easily first glance you don’t have
and easily first glance you don’t have to read anything twice I had to read it
to read anything twice I had to read it
to read anything twice I had to read it a couple times can I tell you that it
a couple times can I tell you that it
a couple times can I tell you that it could have been written like this
now writing it like this does not make
now writing it like this does not make it less formal sorry does not make it
it less formal sorry does not make it
it less formal sorry does not make it less official it’s clearly less formal
less official it’s clearly less formal
less official it’s clearly less formal it doesn’t make it less legally binding
it doesn’t make it less legally binding
it doesn’t make it less legally binding it doesn’t make it less professional
it doesn’t make it less professional
it doesn’t make it less professional it’s still an official notice ticking a
it’s still an official notice ticking a
it’s still an official notice ticking a box doing what it needs to do but it is
box doing what it needs to do but it is
box doing what it needs to do but it is far more likely to be read and to be
far more likely to be read and to be
far more likely to be read and to be understood and there is no reason why we
understood and there is no reason why we
understood and there is no reason why we can’t be writing like that and many many
can’t be writing like that and many many
can’t be writing like that and many many good organizations are doing it what I’m
good organizations are doing it what I’m
good organizations are doing it what I’m talking about here is called plain
talking about here is called plain
talking about here is called plain language or plain English and it’s been
language or plain English and it’s been
language or plain English and it’s been around for a really long time it’s not
around for a really long time it’s not
around for a really long time it’s not new and we know some things about a
new and we know some things about a
new and we know some things about a written conversational voice as opposed
written conversational voice as opposed
written conversational voice as opposed to the formal business voice we know
to the formal business voice we know
to the formal business voice we know from decades of research it is shorter
from decades of research it is shorter
from decades of research it is shorter it uses far fewer words it’s more
it uses far fewer words it’s more
it uses far fewer words it’s more engaging it’s easier and faster for your
engaging it’s easier and faster for your
engaging it’s easier and faster for your brain to process information presented
brain to process information presented
brain to process information presented in a conversational voice than in their
in a conversational voice than in their
in a conversational voice than in their formal voice and interestingly enough
formal voice and interestingly enough
formal voice and interestingly enough the conversational voice deescalate
the conversational voice deescalate
the conversational voice deescalate situations because the prompt the formal
situations because the prompt the formal
situations because the prompt the formal business voice sounds like a pompous ass
business voice sounds like a pompous ass
business voice sounds like a pompous ass and that it’s the last thing that you
and that it’s the last thing that you
and that it’s the last thing that you want to do when tensions are high right
want to do when tensions are high right
want to do when tensions are high right if you are mad at that company that made
if you are mad at that company that made
if you are mad at that company that made that mistake and they send you a pompous
that mistake and they send you a pompous
that mistake and they send you a pompous sounding email that does not fix your
sounding email that does not fix your
sounding email that does not fix your problem plain language or plain English
problem plain language or plain English
problem plain language or plain English it’s being used all around the world
it’s being used all around the world
it’s being used all around the world it’s like I said it’s not new it’s used
it’s like I said it’s not new it’s used
it’s like I said it’s not new it’s used in situations where things are life and
in situations where things are life and
in situations where things are life and death and we’re important information is
death and we’re important information is
death and we’re important information is vital to get to a wide audience it’s
vital to get to a wide audience it’s
vital to get to a wide audience it’s used by the Federal Aviation
used by the Federal Aviation
used by the Federal Aviation Administration the Aero spin or
Administration the Aero spin or
Administration the Aero spin or aerospace and defense industry it’s used
aerospace and defense industry it’s used
aerospace and defense industry it’s used by the World Health Organization the
by the World Health Organization the
by the World Health Organization the Centers for Disease Control it’s used by
Centers for Disease Control it’s used by
Centers for Disease Control it’s used by many governments all around the world to
many governments all around the world to
many governments all around the world to varying levels of success but they’re
varying levels of success but they’re
varying levels of success but they’re trying it’s very hard to change our
trying it’s very hard to change our
trying it’s very hard to change our traditions and change our perceptions
traditions and change our perceptions
traditions and change our perceptions there are US appellate court judges
there are US appellate court judges
there are US appellate court judges doing amazing work in this space now
doing amazing work in this space now
doing amazing work in this space now I’ve seen
I’ve seen
I’ve seen nods I’ve heard some you know some
nods I’ve heard some you know some
nods I’ve heard some you know some cheering me on some yes Shelley is
cheering me on some yes Shelley is
cheering me on some yes Shelley is sitting them and the choir seats may be
sitting them and the choir seats may be
sitting them and the choir seats may be feeling a little bit preached to who’s
feeling a little bit preached to who’s
feeling a little bit preached to who’s with me like yep we’re with you
with me like yep we’re with you
with me like yep we’re with you no arguments here excellent because I
no arguments here excellent because I
no arguments here excellent because I have a message specifically for you in
have a message specifically for you in
have a message specifically for you in my trainings I get to this point reruns
my trainings I get to this point reruns
my trainings I get to this point reruns like yep yep cool we know we need to do
like yep yep cool we know we need to do
like yep yep cool we know we need to do this this is what we want to see and
this this is what we want to see and
this this is what we want to see and then someone pulls out their own
then someone pulls out their own
then someone pulls out their own document and they look at it and go oh
document and they look at it and go oh
document and they look at it and go oh but this one has to be written formally
so I want to talk to you about this
so I want to talk to you about this thing that I call our writer switch and
thing that I call our writer switch and
thing that I call our writer switch and it’s something that we develop in our
it’s something that we develop in our
it’s something that we develop in our brain as we learn how to write and to
brain as we learn how to write and to
brain as we learn how to write and to express our ideas so all through
express our ideas so all through
express our ideas so all through schooling we develop this thing that I
schooling we develop this thing that I
schooling we develop this thing that I call our writers switch and as we go
call our writers switch and as we go
call our writers switch and as we go throughout every day in our lives that’s
throughout every day in our lives that’s
throughout every day in our lives that’s turned off and as soon as you pick up a
turned off and as soon as you pick up a
turned off and as soon as you pick up a pen or put your fingers on a keyboard it
pen or put your fingers on a keyboard it
pen or put your fingers on a keyboard it turns on instantly just like that you’re
turns on instantly just like that you’re
turns on instantly just like that you’re not aware of it you don’t know that it’s
not aware of it you don’t know that it’s
not aware of it you don’t know that it’s happening you don’t choose to make it
happening you don’t choose to make it
happening you don’t choose to make it happen it’s been trained into us and
happen it’s been trained into us and
happen it’s been trained into us and what happens when we flick that switch
what happens when we flick that switch
what happens when we flick that switch is that a draw and the filing cabinet of
is that a draw and the filing cabinet of
is that a draw and the filing cabinet of your brain opens up and that drawer is
your brain opens up and that drawer is
your brain opens up and that drawer is full of all of the rules that you ever
full of all of the rules that you ever
full of all of the rules that you ever learned about what makes good writing
learned about what makes good writing
learned about what makes good writing all of the rules all of the conventions
all of the rules all of the conventions
all of the rules all of the conventions all of the do’s and don’ts all of the
all of the do’s and don’ts all of the
all of the do’s and don’ts all of the worries and fear and anxiety about
worries and fear and anxiety about
worries and fear and anxiety about getting it right those all instantly
getting it right those all instantly
getting it right those all instantly flood our minds and there’s something
flood our minds and there’s something
flood our minds and there’s something else that happens and this is what’s
else that happens and this is what’s
else that happens and this is what’s really intriguing to me when you flick
really intriguing to me when you flick
really intriguing to me when you flick on that writer switch your reader self
on that writer switch your reader self
on that writer switch your reader self the one who raised their hand a moment
the one who raised their hand a moment
the one who raised their hand a moment ago the one who’s been nodding that read
ago the one who’s been nodding that read
ago the one who’s been nodding that read herself leaves the room it’s like you’ll
herself leaves the room it’s like you’ll
herself leaves the room it’s like you’ll read her self and your writer self have
read her self and your writer self have
read her self and your writer self have never met because you’re like okay now
never met because you’re like okay now
never met because you’re like okay now I’m writing there are things I must do
I’m writing there are things I must do
I’m writing there are things I must do when I’m writing and you ignore all of
when I’m writing and you ignore all of
when I’m writing and you ignore all of the things that your reader self wants
the things that your reader self wants
the things that your reader self wants about documents that are easy to read
about documents that are easy to read
about documents that are easy to read and fast to understand in process easy
and fast to understand in process easy
and fast to understand in process easy to find the answers documents that have
to find the answers documents that have
to find the answers documents that have the answers early on instead of making
the answers early on instead of making
the answers early on instead of making you wade through lots of preamble all of
you wade through lots of preamble all of
you wade through lots of preamble all of those things they leave the room so
those things they leave the room so
those things they leave the room so my advice to you in order to help you
my advice to you in order to help you
my advice to you in order to help you try and keep that writer switch turned
try and keep that writer switch turned
try and keep that writer switch turned off is this right
off is this right
off is this right like a reader not a writer right like a
like a reader not a writer right like a
like a reader not a writer right like a reader because your reader self does not
reader because your reader self does not
reader because your reader self does not want to read formal documents are you
want to read formal documents are you
want to read formal documents are you ready to be insulted because I don’t
ready to be insulted because I don’t
ready to be insulted because I don’t know if anyone’s done that for you yet
know if anyone’s done that for you yet
know if anyone’s done that for you yet today I have to tell you you’re not
today I have to tell you you’re not
today I have to tell you you’re not special like a whole room full of not
special like a whole room full of not
special like a whole room full of not friends okay fine you’re special but
friends okay fine you’re special but
friends okay fine you’re special but you’re not an exception to this rule the
you’re not an exception to this rule the
you’re not an exception to this rule the things that you want as a reader because
things that you want as a reader because
things that you want as a reader because you’re busy and because you’ve got lots
you’re busy and because you’ve got lots
you’re busy and because you’ve got lots of stuff to read your readers that you
of stuff to read your readers that you
of stuff to read your readers that you are writing forward they want those same
are writing forward they want those same
are writing forward they want those same things you can trust that and I think
things you can trust that and I think
things you can trust that and I think that somehow we think that each one of
that somehow we think that each one of
that somehow we think that each one of us individually is an exception to that
us individually is an exception to that
us individually is an exception to that rule like I’m a lazy reader I like
rule like I’m a lazy reader I like
rule like I’m a lazy reader I like bullet points whatever we all do there’s
bullet points whatever we all do there’s
bullet points whatever we all do there’s research to support that so right like a
research to support that so right like a
research to support that so right like a reader right like a human because the
reader right like a human because the
reader right like a human because the formal business voice is dead it’s
formal business voice is dead it’s
formal business voice is dead it’s fossilized it’s shriveled you’re not
fossilized it’s shriveled you’re not
fossilized it’s shriveled you’re not Yoda
Yoda
Yoda [Applause]
”
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