barryallen16/agent-skills

Writing That Works

Goal: action, not just clarity. Reader must know what to do, by when, why. Second goal, when the reader can't act: keep them reading (Ogilvy: connect, engage, act). Pick which one you're drafting for. Premise: People who think well, write well. Good writing is learned, not gifted. (Ogilvy)

Core test before sending: what action should reader take? If unclear, rewrite.

1. Think first

• Card outline: one point per bullet, group related, order piles (what must come first? what's most important?), order within piles. Intro + conclusion last.
• Pyramid: facts group upward to single top thought. Long docs start with Executive Summary.
• Start where readers are: match knowledge, explain not show off, never write down to them.
• Lovely-phrase test (Thompson): keep dramatic phrase only if it doesn't detract from clarity. If yes, cut.

2. Draft - don't mumble

• Forthright, talk-like at best: Don't mumble > It is generally desirable.... If you wouldn't say it face-to-face, don't write it.
• Short units: short paragraphs (1-3 sentences), sentences, words. Prefer now/start/use/end to currently/initiate/utilize/finalize.
• Active, personal: We recommend not It is recommended. Use I/you/we.
• Precise + specific: Overspent by $10,000 not Very overspent; Enrollment doubled to 560 from 27 states not great success. Vigorous adjectives (crisp, lucid) not lazy (very good, vitally important).
• First-degree words (Thompson): immediate image, no translation. All the fish died not biota exhibited 100% mortality. Familiar combos: We're making a country no one is left out of not endeavoring to construct inclusive society. Grammar must disambiguate (John's father says he can't... - who?).
• Down-to-earth, no jargon: discuss not interface, not enough people not resource constrained, never reconceptualize, demassification, attitudinally. Jargon = pretentious-ass (Ogilvy). Two exceptions: ATS keywords survive verbatim, and audience-native jargon on broadcast is the whole point - cut it there and you read generic.
• Cut needless words: advance plan->plan, take action->act, hold a meeting->meet, at this point in time->now, in view of->because, in the event of->if, despite the fact that->although, with regard to->about.
• Right word: affect/effect, its/it's, i.e./e.g., principal/principle, imply/infer, mitigate/militate, definite/definitive, disinterested/uninterested.
• No lawyer/bureaucrat: short sentences, no clause-nests, no re:, minimal Latin.
• Assume ignorance: define abbreviations first use (cost per thousand (CPM)). Watch K/M, 9/12 US/UK differences.
• Punctuate as road signs. Never "quotes" for emphasis.
• Understate: over six and a half not nearly seven for 6.7. One exaggeration kills case.
• Unmisunderstandable: split overloaded sentences. Plain English even on technical (write for grandparents; blew it up not anomaly...destruct sequence).
• Max 2 pages (Ogilvy). If shortening keeps meaning, shorten. E-mail: one screen or attachment.

3. Formats

• E-mail: subject = headline (Winning client approval + group tag, never blank). Cut 50%. Context not tag (available for meeting 14th). Tone: Hello/Hi open, Thanks/Best close, no smileys. TO: = single actor. No broadcast/Reply-All. Urgent/meeting<2h by phone. Attachments announced + compressed. Never legal/intro/sensitive-negative by e-mail. Nothing private (Delete doesn't delete).
• Memo: title centered CAPS (RAISE FOR TONY ANDRINO). To: actor only, copies: alphabetical. Numbered points if >half page. End: who/what/when. Handwritten for praise. No humor/sarcasm. Angry: send tomorrow. Sometimes walk over instead.
• Letter: exact names, Dear X (or Dear Joan Larson middle ground), optional title (LOST CARD - ACCT #3729). First sentence = subject, no small talk. Stop when done (cut Call if questions). Close with dated next step (decide by Aug 1, lunch Fri? I'll call AM). Ask: want->who/why->thanks. No: face-to-face test, empathize, reasons, door open. Collect: firmness fits age, never delinquent/you claim. Complain: complaint+want in sentence 1 + account/dates + reply-by date. Answer: never defensive (admit, fix, owner calls, apologize).
• Deck/speech: flow Objective->Background->Facts->Conclusions->Recommendations->Next steps. One theme headline, agenda+time (promise 30 deliver 25), about them not you, headlines not labels (Low-price competition gaining not Trends), read slide verbatim then expand, involve (charts, guesses, customer tape), finish strong + Q&A, rehearse 2x. Speech: one takeaway, write to one person, delete first paragraphs, start fast (no honor/privilege), jokes only if tested, read aloud till natural, <20 min.
• Plan/report: plan = purpose sentence first, selective facts->lessons->linked proposal, steps+risks+honest pros/cons, ringing call (I believe...). Report = purpose sentence 1, Purpose-Summary-Findings-Conclusions-Recommendations-Next steps, 5Ws incl. bad news, field trip > stats, fact vs opinion labeled. Annual: lay-owner letter (Buffett: write to sisters). Venture: team + real paying customer, no tiny % of huge market, zero typos.
• Proposal: selling not presenting, benefit title, subject+scope para 1, thorough background, recommend early, specifics only (one weak link kills), reframe question, answer What's in it for me?. Grants: $+purpose para 1-2, fit criteria, urgent + continuation, vivid open.
• Sales/fund-raising: test one variable, lifetime value decides spend, offer (coupon) first, fast sentence 1 (AmEx not for everyone, no throat-clearing), envelope tease (ADVANCE NOTICE / OPEN AT ONCE / FREE GIFT), one chief benefit, inviting layout, force now (SUBSCRIBE NOW + P.S. restating offer). P.S. is the most-read line in any message - always use it. Long often beats short if you carry attention + facts + offer; don't churn a winner, higher price or an odd send-day can win - test. Fund-raising: thanks-then-please, name amount menu ($800 computer / $75 shoes), personal + what dies without gift, never exaggerate (trust = money).
• Resume = interview script, not job-getter. 70%+ of jobs come via contacts - find the introducer (Attached resume you should meet). Tailor the letter per employer; resume can stay the same.
• In: name/contact top; objective factual (no challenging position); jobs reverse-chron w/ location, dates, team size, scope; accomplishments as results (moved rock how far, not time pushing); gaps filled (1997-99 Personal Projects); degrees/dates; boards/assns/publications; new grad: extracurriculars; brief personal: tech/lang last. 1-2 pages, you write it.
• Out: age/gender, height/weight, race/religion, photo, clubs, hobbies, travel/salary, References on request, trivia, video, fancy format.
• ATS/e-resume: plain text, Arial/Times, no bold/italics/bullets/symbols, scannable. Keyword strength matters: Mastered Program X not familiar with software. Repeat the job ad's own nouns verbatim.
• Perfect: zero typos, laser print, full company names (no mystery acronyms), telegraphic 3rd person (Managed 64-person dept - no I, no articles).
• Fresh eyes twice, then cut: Is this relevant? So what?
• Cover <1 page, half page ideal: reader benefit first (not I...I...I), job named at once, pique not flattery, to a named human spelled right (Fields? Ann/Anne?), specific evidence + tools, next step by you (I'll call Wed AM; free mornings till 8:45). Never Hoping to hear. Send to many people in the org; resend after weeks; thank-you follow-up with specifics, no gush.

4. Edit + readability

• Never send first draft (Ogilvy: never same day). Pass 1: cut (strike every third word - Twain). Pass 2: mumbling? order? holes? facts/quotes checked even when sure? tone?
• Two tips: overnight (read aloud AM), colleague (Please Improve).
• Readable: heading top-center CAPS, split long paras, italics for emphasis (not bold/underline spam), hanging bullets/numbers, no ALL-CAPS body, subheads with space, space between paras, numbers consistent ($60 million), charts to appendix/horizontal, number pages always.
• Computer: write first format later, save twice + AutoSave 15 + date drafts, logical filenames, proof on paper, one serif font, ragged right, ship it (perfectionism = paralysis).

5. Inclusive + when not to write

• Sensitive not hypersensitive; use group's current preference. Fix generic he: pluralize (All novelists hope they win) or second person (When you receive...).
• Want ACTION on what matters? Don't write. Go tell them. Face-to-face trust beats text. Scope: this fires when the reader is reachable. Broadcast (posts, newsletters, landing copy) is exempt - there is no one to go tell.