Too often writers simply over-write. Sentences are long. Paragraphs are long. And the final piece—a memo, letter, or report—is much longer than it need be.

Clear, concise text can be achieved through proper editing. Spend a few moments tightening your copy, and your piece will exhibit the professional flair you seek. Whoever said “less is more” had it right.

Entire books have been written about editing. Here are some common writer’s mistakes.

Passive voice vs. active voice
In some cases—notably when delivering bad news—the passive voice is appropriate. But by using the active voice most other times you give your copy a sense of energy and vitality. The result is clear, concise text.

- The motor was repaired by Dave.
Dave repaired the motor.
- The contract was faxed to Bry Co. by Jenny on Monday.
Jenny faxed the contract to Bry Co. on Monday.
- Receipts and warranties should be sorted before filing.
Sort the receipts and warranties before filing.

Redundant adjectives
Watch for these (and many more), as they crop up in everyday speech and writing. Solution is in parentheses.

- Past history (history)
- Future projections (projections)
- Depreciate in value (depreciate)
- Filled to capacity (filled)
- Current status (status)
- 9:00 a.m. in the morning (9 a.m.)
- Few in number (few)
- Free of charge (free)

Overweight phrases
Get right to the point by cutting flab from your text. Simple editing may be all you need. Some examples include:

- It has come to our attention… (We learned…)
- Terry has the authorization to… (Terry may…)
- It is her expectation that… (She expects…)
- Many dealers were in attendance. (Many dealers attended.)
- Everyone was inclined to believe… (Everyone believed…)
- At the time the customers arrived… (When the customers arrived…)
- They all arrived at a consensus. (They agreed.)

Remember that the real work of writing is not done in the first draft. It’s done by means of fast but careful editing. So, invest another couple of minutes in a review and quick editing of your message and reap the benefit in clarity, power and memorability.

Just heard of a sad incident that involved UPS. A person sent some jewelry via UPS, and discovered later that it had been stolen while the package passed through UPS' distribution facility in Chicago. The thief cut into a locked bag--why was jewelry transported in a bag???--and stole jewelry from this person and one other. It is quite obvious that the jewelry was targeted, and that the thieves knew where to look.

UPS got in hot water a couple years ago when firearms were stolen while being shipped. Now we learn that other precious items may be at risk as well.

I'm sure UPS will argue that out of upteen million packages shipped each year only a few are mishandled by employees. Sorry, but that shouldn't happen at all. It's one thing to lose or damage a package, but no one should be tampering with another person's possessions.

Let's hope that UPS management learned from this incident. I mention it here as a word of caution to readers everywhere. Just wish I had heard about this long before the Christmas season.

Some folks seem to go out of their way to use big words. Large words, they think, give them an edge. Make their text read or sound great. That is true to a point.

But use a big word when a small one will do, and you risk a lost chance to shed new light on your work.

Short words flow past the eyes and ears. Large words may cause one to stop and think.

Short words give your text snap and zip. Large words can put a drag on what you write. Big words have their place. But don’t let them crowd out a good line. Your script takes on a new life when you use words that look and sound just right.

Give it a try. I am sure you will like what you see—and hear.

The preceding sentences, in case you didn’t notice, were written entirely in single-syllable words.

Nobody likes to deal with complaints. Indeed, most of us dread the task. We delay. Make excuses. Get a cup of coffee. Then another.
As difficult as it is, try to view complaints in a positive manner. They allow you to address an issue that perhaps you didn’t know existed.

“Silent sufferers” just go away, whereas irate customers are looking for help, and probably want to stay with you.

A survey taken in a major industry many years ago established that customers whose problems with a product were resolved quickly demonstrated greater customer satisfaction and loyalty than those who had no problems at all.

These five tips will help you keep a customer coming back.

1. Don’t let the phone message or letter simmer on your desk. Reply in some fashion the same business day.

2. Offer genuine regret in your response. Customers expect to hear some sort of an apology. Most customer service people, unfortunately, give a bored, robotic reply. Show you truly care with a statement like:

"I am truly sorry to hear that one of your processors arrived broken and inoperable."

3. Recap the issue. This shows that you were paying attention and understand the problem.

Avoid a flippant or condescending tone. Remember that your customer views this as a serious matter. Even if the person is flat out wrong, treat the complaint and customer with respect.

4. Offer a solution. Perhaps you can provide what the customer seeks. When you cannot, offer a viable alternative and explain why your approach is at least as good. Avoid blaming it on policies even if it’s true. Emphasize what you can do, not what you can’t.

"We have extended your warranty for another year at no charge."

"You may enjoy an additional six months of membership at no additional charge."

5. Provide a token to help soothe the sore feelings. A gift certificate to a theater or restaurant, even tickets to a sporting event. Here is where you shine: Few businesses take the extra step when resolving a problem.

Remember that a happy customer speaks to no one, but an irate customer tells ten of his friends. With proper care, you can turn a difficult and delicate situation into a positive one for you and your customer.

Even when the customer isn’t right—which is sometimes the case—make it clear that his interests come first.

At this time of year thoughts turn messages and gifts for customers. You send numerous holiday greeting cards, packages of cheese and sausage, or for the truly lucky person, the ever-popular fruitcake.

While your intentions are good, they are also quite predictable. This is the holiday season, after all. What about the other 10 or 11 months of the year? Do you send anything then?

Remember that most contacts with your customers are for business purposes. In many cases, that means you’re asking for an order. Not a terribly nice way to be recognized when you call, but it’s often true.

Break that monotony and help solidify your relationship by sending cards or letters throughout the year. Drop a card in the mail when birthdays and anniversaries roll around. Send a brief note if you see your customer or his business profiled in the media.

Stumped for ideas? What about the person’s hobbies and other outside interests? Does your customer like to ski, run marathons, collect coins, draw or paint, make model airplanes? Pass along a related article you find in a magazine or newspaper.

Think of their children as well. A card for the child’s birthday is a nice touch, but consider also graduation, confirmation, and scholastic or athletic achievements. Your local paper is a good source for these types of announcements, as are school bulletins and newspapers.

Each case gives you an opportunity to show genuine interest in your customer as a person and not just as a source of income. Your customers are immensely proud of their families’ achievements, and are touched when non-family members acknowledge the accomplishments.

This requires really knowing your customers. Some firms require their salespeople to complete lengthy profiles or surveys. It need not be that formal or structured. Listen carefully during casual conversation for hints about events and interests outside of business.

Where else to find such information? A good source is your customer’s assistant or secretary. That person usually is willing to supply non-personal information such as hobbies and interests. You can also tell just by observing closely. Watch for items and collectibles kept in your customer’s office.

Make a point to send notes and cards throughout the year. By showing true interest in your customers, you will be rewarded with a relationship far more valuable than the occasional sale.