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| When What You Right Isn't Write |
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The expression, "You only have one chance to make a first impression" is generally thought of in regard to face-to-face meetings or presentations, not in connection to letters, memoranda, white papers, business plans, or even e-mails. But written communicaiton and correspondence leave a lasting impression, both literally and figuratively.
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| See the View from the States archive for Mark Dollinger's view on aspects of doing business in the United States.
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Most of our clients speak English at a very high level. Americans often marvel at the verbal facility and ease with which a business meeting can proceed without the need to translate or restate a position. Americans are particularly impressed with the verbal skills of Israelis, as many Americans do not speak a second language, and in some areas of the country, may not even be exposed to a second language. When the occasional misuse of a word or phrase occurs in a meeting, it is typically received in good humor and usually serves as an inadvertent but effective icebreaker.
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Ironically, the same tolerance Americans have for the spoken word does not always transfer to the written word. When sloppiness, misspellings, or other errors occur in written communication; that is, anything from white papers to business plans, the implicit assumption that many Americans make (correctly or otherwise) is that it indicates a potential weakness in the operation of a business.
Americans have a certain expectation that business writing will be concise, articulate, grammatically correct, and error free. You can call it chauvinism or view it as a reflection of America's provincial attitudes, but poorly written materials reflect poorly upon the writer. While a verbal faux pas may be an icebreaker, a written one might be a deal breaker.
| I'll offer the following take-away lessons about business writing for English-speaking audiences:
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| |  | Do not rely on your word processor's spell-checking feature to catch spelling errors. Spell-checkers may detect simple spelling errors, but they can often introduce misspellings, inappropriate words, or unintended meanings. You cannot blame a spell-checker for not finding a misspelled word!
Depending on the spell-checker's options, it may suggest alternate spellings or words. Be mindful of the differences between British and American spellings.
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Invest in a good dictionary (such as Merriam-Webster's). When in doubt about a word, look it up. You can also check out the online version of Webster's dictionary.
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Do not depend on business associates—even if they are native English speakers—to rewrite or edit your business documents. Working with an experienced writer or editor makes all the difference when it comes to refining your document for an American audience.
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| | | Remember that e-mails also leave a lasting impression. While your personal e-mail style may be more informal, business e-mails (even if they concern setting up a meeting, confirming plans, and so on) should follow the rules of good grammar, punctuation, and spelling. Some e-mail programs have integrated spell-checkers.
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If you have any marketing questions that you would like me to address in a future column, or have a comment about this column, drop me a line.
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Mark Dollinger
President
Trendlines America
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