Once upon a very real time in New York City, an environmental official removed the word “not” from a report determining whether a road should be built along a river. The report emphasized this project should not be allowed because it would pollute the water; but the official said, “I’m not going to stop this project because of one little word.” So he deleted “not.”
Little, simple words can have a lot of power. In fact, the word “simple” itself is one of those words. The actions or instructions that you tell your customers are “simple” will baffle at least some of them. Then they have to decide if they are too dumb to follow simple instructions or if your instructions and product are terrible. Guess what choice they make? To check whether your instructions are clear, accurate and complete, follow what you’ve written down to the letter. If you find your hands doing something that is not written down, then you have to add that step to your instructions. And avoid saying anything is “simple.”
Another word with a lot of power is “only.” When you misplace the word “only,” you also change the meaning of your content. Consider “we only designed one product” versus “we designed only one product.” In the first instance, you only designed (you didn’t manufacture or distribute); in the second instance, you designed only one product (instead of many products). The difference in meaning is significant. Be careful where you place your “only.”
I once heard a story about lawmakers who wanted to ban the importation of fruit trees. However, they placed a comma between “fruit” and “trees” and thereby went without fruit for months before they could change the bill. A misplaced comma can drastically change your content. Consider the difference between “we pay attention to details, generating quality” and “we pay attention to details generating quality.” In the first instance, the act of paying attention to ideas generates quality; in the second instance, you’re paying attention to just those details that generate quality–all the other details you ignore. Where you place commas, periods, semicolons, and colons is important.
If you are worrying whether your content is saying exactly what you mean, please contact TWP Marketing & Technical Communications. We make sure content is clear, accurate, and compelling, down to the smallest detail.