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grammar & details

Capitalising job titles

A few months ago someone asked me (as a comment in a blog post) about capitalising the words in a job title.

My response, in summary, was that job titles don’t need to be capitalised although it is not technically wrong to do so. The exceptions being a title as part of a name (e.g. Doctor Jones) and someone in a key national role (e.g. Prime Minister, Treasurer).

I also noted that some companies list capital letters for extra words as part of their corporate style guide. Thus, we get companies writing about their Managing Director, Marketing Manager and Company when managing director, marketing manager and company would be perfectly acceptable and easier to read.

While I respect that each company can set their own brand, what annoys me is the inconsistency of such capitalisation. That is, most (maybe all!) of those companies would quite happily write about Jack the receptionist, Simone the cleaner and Justine the forklift driver while referring to Craig the Chairman and Mary the Operations Manager.

It annoys me because it is inconsistent (and therefore distracting and harder to read) but also because I find it disrespectful. Using capital letters is usually done as a sign of respect to the person in the job – does a receptionist, cleaner or forklift driver not deserve respect as well? And for anyone who says a Marketing Manager is more important than a receptionist, I ask if you could manage a busy switchboard or how you view companies you call where the receptionist doesn’t do a good job.

So, while I prefer to not use capitals for titles, if you do capitalise titles please be sure to capitalise them all.

A company is singular

Most people understand that the verb needs to match the number of subjects – that is, if the subject is singular, the verb is the single tense, but if the subject is plural, the verb must be the plural version.

For example:

the boys go to the park daily  OR the boy goes to the park daily

they sing very well   OR   she sings very well

my friends eat quickly   OR   my friend eats quickly

Where people sometimes get confused is with words that appear plural when they aren’t, or singular when they are plural. For example, children, women and men are plural even though they don’t end in s, and words such as crowd, group, herd and pack are singular even though they have multiple parts.

When writing about a business, it is also a singular word even if it sounds plural (for example Woolworths and Brambles are both singular so ‘Brambles is in Australia’s top 100 companies’ is correct.)

Remember that the business name could be replaced with the word ‘it’ so match the verb with ‘it’. A business or a company is a thing (the people behind it are its staff or owners) so does not use the pronoun ‘they’, although is a common misuse in conversations.

Details count…

I wonder how any writer can downplay the importance of the details – if we all ignored grammar and spelling, our writing would become impossible to understand.

I’m the first to agree that spelling correctly and noticing the small aspects of grammar and flow are boring  – there’s no way to make them sexy or as appealing as catchy headlines or flashy imagery. But that doesn’t mean they can be ignored for good communication and good marketing.

Here are some reasons:

  • details show care – many customers will think “if he can’t be bothered proofreading or checking details, how do I know he can be bothered doing the details when working for me?”
  • details affect meaning –  using the wrong word (consider boy and buoy or assistants and assistance) or moving a comma can make a huge difference to the meaning. In business terms, some of my corporate clients are bound by regulations so little details are important to avoid legal and/or financial consequences – for them (and many businesses) details have to come above marketing
  • errors distract from the document – you want people to read the message of your business writing, not get distracted by lots of errors. As soon as someone notices an error or has to reread it for understanding, they are distracted and your message is diluted.

Personally, I wouldn’t consider using the services of a writer who states (or demonstrates!) spelling and grammar aren’t important in what they do – it’s like a doctor not worrying about the boring details of dosage in prescriptions or an accountant disregarding careful arithmetic!

We’re all human and the odd mistake can slip through, but they should be infrequent rather than acceptable.

To me, grammar is the foundation for good writing – if something is done well, you won’t notice the grammar but the message is clear. Do you notice bad grammar and poor spelling?

Exclamation marks!!!!!!!!!!!!

Last year, my daughter was taught about reading exclamation marks – that is, if she was reading something out loud and saw an exclamation mark, she knew to raise her voice at the end of that sentence.

Today, I was asked how to stop using too many exclamation marks in writing – and I found it an interesting question!

I can’t say how many exclamation marks is too many – it depends on the length of the document and the context, of course. But over use of exclamation marks can cheapen the impact of your message, making it look like hype and unprofessional. An exclamation mark shows a statement as something a bit out of the ordinary – a lot of them and all those statements become ordinary.

If you use exclamation marks because they are fun and help you express yourself, I suggest you still use them as you write – and then go back and remove many of them as you edit. This way, you still have the fun of adding them but can moderate it before anyone else reads your writing.

However, if you use exclamation marks to emphasise your points, perhaps you need more faith in the message and how you present it. A strong statement is strong whether or not you add an exclamation mark.

Here are some ideas for changing your writing to reduce the need for exclamation marks:

  • use very short sentences to express important points
  • make the sentence very clear – exclamation marks should enhance the emotion of the sentence rather than provide it
  • put a single sentence as a paragraph for emphasis
  • use bullet points to make a series of points
  • headings and sub-headings are already visually different so they rarely need an exclamation mark
  • use positive words and expression, including adjectives, to show your enthusiasm

Use your words wisely, and you will find less need for exclamation marks!

Capital letters

to CAPITAL or not to capital, that is the question

Pardon changing the Bard’s words, but this is a question that needs asking much more often …

I suspect the increased use of SMS and chat shorthand is a major factor, but it seems that many people aren’t sure about when to use capital letters in their writing. So here is a quick summary of when to use a capital letter:

  • for the word I – this word must always be written as a capital letter, to do otherwise looks out of place and attracts attention to the lack of attention to detail. As part of an SMS message, I might accept it, but I leave websites where they repeatedly use a lower case i
  • to start a sentence – this helps make it clear it is a new sentence and this in turn makes it easier to understand the message and individual ideas
  • for all proper nouns – that is, any word that is the name of something specific for example Tash, Melbourne, Australia, Australians and Word Constructions. It does not include generic names such as mothers, business owners, writers, city or students.* Note that the word I is actually a proper noun so my first point is covered here but it was worth a separate point!
  • in acronyms – where just the first letter of each word is used to represent the name of something. For instance, the ATO represents the Australian Tax Office and ASAP represents as soon as possible. It doesn’t matter if the full title uses capitals or not, acronyms generally use capitals (sometimes a business may choose to brand themselves with a lower case acronym)
  • the start of speech, even if it is not the start of a sentence. For example, she said “We must pay attention to the use of capital letters.”
  • days of the week and names of months, as well as names of specific periods of history (e.g. the Second World War, the Depression)
  • titles of books, articles, movies and so on can be written in title case (e.g. Full Moon Rising) or just with a starting capital letter (e.g. Confessions of a supermom)

Capitals letters are sometimes also used within names (e.g. AvSuper, MacGregor), in scientific terminology (e.g. E. Coli, Eucalyptus, cyclone Tracy) and where two words have been abbreviated into one (e.g. eBooks, eLearning.)

There are variations in some of these rules, especially if you travel to another country but using these guidelines will avoid any major errors! Or call upon someone to check your writing for you – errors that requires conscious effort for you to find often are quite obvious to others, especially to someone like me who spots such things without trying.

Edited to add: I came across a fun poster with the basic capital letter uses, which is great for kids and anyone struggling to remember these rules.

Learn more writing tips from the Writing Well eBook

* The use of a generic noun as a proper noun requires a capital letter, too. So while mothers is written in lower case, a capital letter applies in the following sentence: Mary said “Hello Mother. How are you?” Likewise, you may write about a library (generic) or the Ashburton Library (specific).

He isn’t a good start

 As much as possible, avoid starting any sentence with a pronoun*. Sometimes the pronoun will clearly refer to one person, but often the pronoun is confusing so it is safest to avoid it.

I recently read the following in a book: “As Linda came back into the room, she saw Claire was back from lunch. She smiled at Marie then called Bill.” The question is, who smiled at Marie and rang Bill? The author meant Linda but grammatically the ‘she’ of the second sentence is Claire.

In business writing, that sort of confusion could lead to misunderstandings about who was to do certain tasks, or just annoy the reader so they will take their business elsewhere. Use a name or title to start a sentence for clarity.

 

*For the sake of clear communication, a pronoun is a word that can be used instead of a noun – for example, she, he and it are common pronouns.

 

New category…

I have come to realise that there are two groups of people writing for business – those who are ready for technical knowledge and those who need more help with the basics of writing and grammar. Most of my blog so far has been aimed at those with a certain level of knowledge, rather than helping those (usually sole traders and particularly WAHMs and WAHDs) who need information about the basics to present themselves in the best light.

So, I am adding a new category called “basic grammar and writing” where I can include an occasional post about topics that may seem more obvious, but are critical for good English and a professional presentation. For those who need this, I hope it helps you! And please ask about any specific topics you want to know about.

there, their or they’re?

With one exception*, my writing articles and blog entries assume some basic knowledge – if you are writing for business purposes, I assume you know the obvious rules of capital letters to start sentences, common spelling rules and the idea of paragraphs.

So I have never written about there/their/they’re – until now!

I have seen these words misused a number of times recently, and getting an email today from someone who calls herself a writer with the sentence “Their are some great news items ” was the last straw for me! (How can they own ‘are some great news’?)

If this is obvious to you, I apologise! If it isn’t, I hope this helps and I apologise for not helping you sooner!

There, they’re or their?

All 3 words sound exactly the same, but have totally different meanings and uses. Using the wrong word can make a sentence very confusing or just make the writer look silly – neither is what you want in your business (or other!) writing.

They’re is short for they are – so it is used as “They’re running late today”

There is not here – so it is used as “We will go there tomorrow”

Their shows they own something – it is used as “John and Betty will bring their car, too”

Imagine the following sentence with the wrong there/they’re/their spellings…

“They’re bringing their own car so we will meet them there.”

Use your words wisely!

* the exception is this article on basic grammar rules which I wrote to help a trainer with a communications module he was teaching.

Check presentation

I often mention checking the details, expression and grammar of your business communications. It is also very important to check the presentation as well as that is one of the first things people notice before they even read a word.

Checking means in the final form as well as in drafts, too.

I know I have prepared something carefully on my computer, checked everything carefully and then uploaded it the internet to find it does not present properly live. Sometimes it was something simple like a bad image reference, but other times I couldn’t find a fault, only a solution!

This is why good printers and designers will provide you with proofs before printing starts, just to be sure nothing has moved or changed colour during the preparation process. When checking proofs, you have to be very focused and detail orientated.

I followed a link to a website recently. The entire site was a blog (and we’ll leave having a blog as your business website for another discussion) and I read through a few pages of it. One page was an article listing 10 points that literally looked like:

  1. 1. this is our first point
  2. 2. and our second point…
  3. 3. and so on…
    11. closing paragraph one
    12. closing paragraph two

To give her the benefit of the doubt, I assume she had the article written elsewhere with one set of numbers, added it to her blog and selected numbered list again. Human error, probably; carelessness to not check the final result, definitely.

What is possibly worse are the sites you visit to find little red crosses instead of images, even when you visit again months later. It certainly gives the impression that they never look at their own site or pay attention to details – which is probably not a good impression to give prospective clients.

In my next post, I will cover some of the details I always check for in a final presentation draft.

Keep up to date when you write

calendar of datesIt is important to keep track of the date and what is happening if you want your writing content (and other communications) to be credible and respected.

I heard a perfect example of this morning. As part of a news item in the 10 am radio news, the newscaster said “… will be announced later this month.” Of course, at 10am on the 29th February, there really isn’t much of the month left for things to happen in! It was probably a simple mistake (perhaps it should have been “… later next month…”),  but it stood out more than the actual news itself.

While people can allow for small mistakes, and sometimes won’t even notice them, mistakes can change the impact of what you write (or say) and that can be costly. So remember to check:

  • you have the correct dates
  • you refer to the appropriate season (for example, today is summer and tomorrow is autumn in Australia, but not in the northern hemisphere)
  • when unusual, but important, changes occur, such as leap years, daylight savings starts/ends and when Easter is

Take particular care when you are writing something in advance. For example, if you write blog or newsletter posts weeks or even months ahead of publishing them, it can be easy to refer to current details instead of the relevant future ones.