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Denny's Daily Zinger: Is Your Writing Readable?

A tale of two news releases that arrived on the same day

February 26, 2014 By Denny Hatch
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I receive slews of online news releases.

News Release No. 1 - Dreary, Unfriendly, Unattractive, Unreadable

See Illustration No. 1 in the media player at right for a typical e-news release.

This is one of many that show up on my computer screen—typical of what public relations/publicity firms send out by the thousands every day. Rules broken:

  • Impossibly long line widths—160 characters (70 to 75 is ideal).
  • Mouse type. On my computer screen it looks like 7-point. ("Never use type smaller than 9-point," wrote David Ogilvy).
  • A gray wall of type ("Avoid gray walls of type," Ogilvy wrote).
  • No breaks between paragraphs.

By all standards, unreadable.

News Release No. 2 - Sheer Joy to Receive!
See Illustration No. 2 in the media player at right.

I have never heard of Kathy Ziprik or Ziprik Consulting, Mills River, NC. And I have no interest in this particular client.

But the presentation of her press release is world-class-easy to read. She thinks of her reader. Her message is instantly recognizable. I can make an immediate decision whether or not to follow-up.

In short, if you're hiring a flak, hire Kathy Ziprik.

She is welcome in my in-box any time.

"The definition of good writing is: it's easier to read than to skip," wrote Arthur Brisbane (1864-1936), legendary editor of Joseph Pulitzer's New York World.

Three cheers for Kathy Ziprik!

P.S. I found Kathy Ziprik in Google. See her here.

Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His next book will be "Write Everything Right!" Visit him at dennyhatch.com or contact him at dennyhatch@yahoo.com.

 

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You must have a PDF Reader in order to read the sample.What readers are saying...
Once again, Denny Hatch provides us with 
sage and proven advice from the trenches.
The book is chock full of examples, takeaways, 
and strategies for making every word more 
compelling and persuasive. This is easily one 
of those "top shelf" books you’ll reference 
time and time again. —Charles Gaudet

I read the book in two days...I couldn't put
it down! It is fun reading filled with resources,
anecdotes, and although I have an MBA in 
Marketing, I learned much more from your
book than many of my classes. —Basia Christ

This book is guaranteed to help you fine-tune 
your writing skills whatever you write. Denny's 
wit and craftsmanship as an experienced
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 —Pat Friesen Write Everything Right!

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