"Ann’s learning tools are at arm’s length from my keyboard, along with Strunk and White, the AP Stylebook and Webster’s."
— Lorenzo Sierra,
practice leader,
Aon Consulting
How do you rate as a writer?
Do you have the skills and knowledge you need to …
1. Write copy that gets read instead of tossed?
Absolutely
Sort of
No
2. Select and use the best structure for organizing information?
Absolutely
Sort of
No
3. Use creative material to engage the reader, versus a dull, just-the-facts-ma'am approach?
Absolutely
Sort of
No
4. Incorporate the most powerful form of human communication — storytelling — into the piece?
Absolutely
Sort of
No
5. Translate numbers and otherwise clarify complex concepts with metaphor?
Absolutely
Sort of
No
6. Surprise and delight readers with wordplay?
Absolutely
Sort of
No
7. Make your copy clear and easy to understand?
Absolutely
Sort of
No
8. Gather the information you need to write copy that grabs and keeps reader attention?
Absolutely
Sort of
No
9. Create display copy — headlines, decks, callouts, cutlines and subheads, for instance — to communicate to flippers and skimmers?
Absolutely
Sort of
No
10. Work intelligently with a designer to create pieces that enhance readability as well as looking good?
Absolutely
Sort of
No
11. Write quickly and well without suffering the obstacles of writer's block or procrastination?
Absolutely
Sort of
No
12. Write Web copy that overcomes the obstacles of reading on the screen?
Absolutely
Sort of
No
13. Present and package information on the Web to reach readers online?
Absolutely
Sort of
No
14. Write online microcontent — links, headlines, and so forth — that gets the word out on the Web?
Absolutely
Sort of
No
15. Write PR pieces that are among the small percentage (3 percent to 45 percent, depending on which study you look at) that actually get used?
Absolutely
Sort of
No
16. Come up with fresh ways to approach even repetitive topics and messages (as opposed to writing the same old story over and over again)?
Absolutely
Sort of
No
17. Make the approval process efficient and helpful versus a time-consuming, morale-sapping procedure that reduces the effectiveness of your communications?
Absolutely
Sort of
No
