26. Writing to Win: How to Quickly Capture Readers and Keep Them Engaged

Summary

In the 'Think Fast, Talk Smart' podcast, Matt Abrahams interviews Glenn Kramer, a former New York Times editor and Stanford professor known for his 'Winning Writing' course. Kramer emphasizes the importance of understanding your audience, writing concisely, and incorporating storytelling to enhance business communication. He advises avoiding clichés, starting with a strong point, and using simple language to make an impact. Kramer also shares tips on writing structure, the power of emotion, and the value of humor in writing, advocating for a clear and engaging style that resonates with readers.

Takeaways

• 📝 The ability to write well is essential for business success, yet many neglect this skill or feel insecure about it.
• 🌟 Glenn Kramer, with 35 years of experience at the New York Times and a popular writing class at Stanford, is an authority on effective writing.
• 🙅 Avoid clichés like 'I hope you are well' in emails; they waste space and are implied.
• 🏁 Start with a strong opening to quickly get to the point, a principle known as 'bottom line up front', which shows respect for the reader's time.
• 🎯 Know your audience well to make them react emotionally and act on your message.
• 🎤 Speak succinctly and avoid jargon; simple language can be more impactful and understandable.
• 📚 Tell stories to engage readers; a single personal story can be more compelling than a series of statistics.
• 👂 Reading your writing aloud can help identify unnecessary words or awkward phrasings.
• ✂️ Edit ruthlessly; aim to cut your writing by at least a third to make it more concise.
• 📔 Keep a daily journal to improve writing skills and gain self-awareness, which is beneficial for both personal and professional growth.
• 📰 Read publications like The Economist and The New York Times to learn from high-quality writing and to understand diverse perspectives.

Q & A

What is the importance of writing in business according to the podcast?

The ability to write well is critical to business success, as it affects various forms of communication like emails, technical documentation, and memos.

Who is Glenn Kramer and what is his expertise in the field of writing?

Glenn Kramer is a former editor at the New York Times with nearly 35 years of experience and teaches a popular class called 'Winning Writing' at Stanford Graduate School of Business. He specializes in helping others improve their writing skills.

What are some common writing pet peeves that Glenn Kramer mentions in the podcast?

Glenn Kramer mentions beginning emails with clichéd phrases like 'I hope you are well' and starting slowly before getting to the point as pet peeves in writing.

What is the significance of knowing your audience in effective communication, as discussed in the podcast?

Knowing your audience is crucial for making them laugh, cry, and act on what you want them to do. It helps in crafting a message that resonates with them and influences their actions.

Can you provide an example from the podcast of how to connect with an audience?

The example given is Sterling K. Brown's commencement speech at Stanford, where he acknowledged the parents as the real celebrities, aiming to make them want to watch his show.

What advice does Glenn Kramer give regarding the use of jargon and simplicity in writing?

Glenn advises to avoid convoluted jargon and to write succinctly and simply. He emphasizes being genuine and using conversational English to make writing accessible and relatable.

How does Glenn Kramer suggest using stories in business writing to improve its effectiveness?

Glenn suggests using stories to make business writing more engaging, likening it to writing scripts for Hollywood movies with vivid scenes and dialogue. He highlights the power of personal examples and the 'power of one' in storytelling.

What role does emotion play in business writing according to Glenn Kramer?

Emotion plays a significant role in business writing as it makes the content more memorable and impactful. Stories with emotion are more likely to be remembered than statistics.

How does Glenn Kramer recommend structuring business writing for clarity and effectiveness?

Glenn recommends structuring business writing like journalists, with the most important facts and takeaway at the start, not at the end, to capture the reader's attention from the beginning.

What is Glenn Kramer's advice on the writing process and revision?

Glenn advises to visualize the audience, outline what you want to say, and not necessarily start with the first paragraph. After writing, he suggests cutting the content by at least a third and replacing jargon with conversational English.

What are some tools or practices Glenn Kramer recommends for improving writing skills?

Glenn recommends keeping a daily journal for practice, as well as reading publications like The Economist and The New York Times for examples of high-quality writing.

What is the best communication advice Glenn Kramer received, as condensed into a presentation slide title?

The best communication advice Glenn received is to 'Praise and be constructive not destructive,' emphasizing the importance of positivity and constructive feedback in communication.

Who does Glenn Kramer admire as a communicator and why?

Glenn admires Steve Jobs for his ability to communicate effectively and influence others positively by focusing on what he liked and what he would like, rather than what he didn't like.

What are the first three ingredients of a successful communication recipe according to Glenn Kramer?

The first three ingredients are: 1) Know as much as you can about your audience, 2) Write simply and succinctly, and 3) Tell stories instead of writing essays.