Marketing Director

Business, Education

Marketing Director, Educational Software Company

Date of Interview: February 24th, 2017

Transcript:

Q: Alright. Would you please state your job title, where you currently work, and how long it’s been since you graduated from college?

A: I am the senior field marketing manager for analytics and student success initiatives at Blackboard, and I graduated seventeen years ago [laughter].

Q: Okay. Can you provide a brief description of your primary job functions?

A: My primary job functions include setting up campaign management for all outbound marketing campaigns around our analytics and student success products at Blackboard. So that is developing strategy, go-to-market strategy for those products, lead generation, demand generation, awareness campaigns, event management, there’s some writing involved, there is some contractor management involved as well.

Q: Great. How frequently are you required to write, and if you could maybe estimate in an average week, what percentage of your job requires writing?

A: I would say 20 to 30 percent of my job requires writing. We don’t have copywriters in house on staff. We do utilize them for larger projects that require a lot of writing, pages and pages and pages. Normally what I’m doing is writing either campaign briefs, or strategy documents, or powerpoint presentations. But then also I’m responsible for some of our outbound copy, as well, that you would see appearing in marketing emails, as well as smaller brochures or flyers that might appear at a trade show or that a salesperson might leave behind at a sales presentation.

Q: Great. And that 20 to 30 percent that you mentioned, does that include email communication or no?

A: Yes.

Q: Great, perfect. What forms or types of writing or what kinds of documents do you most often complete? You mentioned a few of them there.

A: A lot of my time is spent writing internal communication. Explaining what types of campaigns are going on, explaining strategy, those types of just internal business types of documents. But a lot of my writing also involves that outbound communication that our prospects and clients are seeing, and that’s primarily in the form of marketing email communication. There’s some writing that occurs or you’ll see on what we call data sheets, or a marketing flyer, a sales slick, that sort of thing. More often than not, I tend to prefer to let a professional writer handle some of that, but if I need something quickly and cheaply, I’ll do it myself.

Q: Could you describe the primary audiences that these types of writing are most often reaching and the primary purposes of these types of documents?

A: Sure. The audiences range from technical positions, or persona as we call it, within higher education institutions, primarily open enrollment style institutions, community colleges, state school systems. Also then more higher level persona within those institutions: presidents, provosts, senior directors, and vice presidents usually involved in enrollment, student success, student retention, sometimes academic affairs as well.

Q: And the purposes of those documents are primarily sales oriented?

A: Sales and marketing oriented. Either making someone aware of a product or a solution or an offering, making them aware of a change or an enhancement if they’re already a client or a user of that product and solution, or just general awareness of what Blackboard is doing in a particular area, particularly around student success or student retention.

Q: Were you familiar with these types of writing when you were a student? And if so, how did that affect your approach to them in the workplace?

A: Not in that particular type of writing. I never imagined, especially when I was a student, that I would be writing to that particular audience. And funny enough, now that I think about it, I don’t know exactly what audience I was planning on writing to. I know I was given the impression that I’d be writing to a business audience, but at that time I didn’t know exactly what that meant and who those people were. I found throughout my career that as the audiences change, you have to adapt to those audiences and sometimes change your tone and sometimes change the way things are presented, depending on what the audience is.

Q: And you mentioned as a student, sort of what you were imagining as– did you study marketing and business as a student?

A: I studied journalism and public relations. So there was a little bit of a connection there. At the time I thought I was going to be in public relations, even though I didn’t really know what that meant. I got into marketing because I was advised that that is one of the easier ways to get into public relations. Nobody got into public relations right after college, especially from someone who was going to a small college in the countryside of Pennsylvania. So to find myself in marketing with then what would gradually evolve into a role of public relations, and 17 years later I’m still in marketing [laughter]. It still hasn’t happened. So there was a lot of instruction around crisis management, more journalistic style of writing, more about just sort of corporate overviews or how a corporation might be doing something well for the environment, and how you would position it for the press, you know, those types of things. I never really really took any courses or study around marketing writing or even how to write internally within business, regardless of what business that would be.

Q: Okay. Could you describe your writing process, including how tasks or assignments are given to you, or sort of appear in your life, any preparation you take before writing, and the steps from the start of the project to a final version of a piece of writing? And if it’s useful, you can choose one specific kind of–

A: Well so I’m involved heavily in my own strategy, so I do a lot of planning, and I’m aware of what’s coming up in terms of my output over the next, let’s say 90 days. I know when I’ve got a brochure coming up, I know when I have an email campaign, I know when we have a big event coming up that we’re going to need collateral for, and so I plan that way and I look at what’s coming up and what I’m able to do myself, and what I’m going to need help doing. I do a lot of research in terms of what has been written before for these audiences. I take a lot of time and I go back, and I look at things that have done well. So we have resources here and members of the team who are able to catalog those best practices. Whether it’s an email that it performed well, or a digital ad that performed well, or flyer that is really hot and everybody loves to receive it and there’s some action taking off of that. So I’ll look at those things, and I’ll study how our people are positioning the communication toward that particular audience, because I’m not a member of the higher education community, and I’ve never been a member of the audiences that I’ve written to, so I have to immerse myself in that world and try to understand that person. And then you sort of take a look at exactly what is the instance, not every bit of communication’s going to be the same – an email doesn’t sound the same as a flyer, doesn’t sound the same as a boilerplate company description, doesn’t sound the same as something that you would put in a powerpoint presentation – so you got to think a little bit about what the occasion is and what you are trying to get across. Then also there’s the instances where I am trying to drive somebody to do something, whether it’s fill out a form, or give me their contact information, or download a study or a white paper, or sign up to attend a webinar, or if I’m just telling them that Blackboard is going to be at an event and you should come and visit us and it’ll be really great. So there’s all these little nuances to that that you have to think about and you have to plan through because it’s not all the same. But then keeping that common thread of this is how you talk to a president or a provost at a higher education institution who’s running a state school system, that sort of thing, you’ve got to keep that in the back of your mind of course.

Q: Absolutely. And then in terms of, if your documents go through revisions or multiple drafts, how do you approach making those changes or improving from one draft to the next?

A: I’m really open to it because it’s a lot of trial by error for me. Regardless of what industry I’ve been working in, that’s the way I learn what works best. I am by no means an expert and I am by no means a copywriter, and I’ve found over the years that as resources have become more and more limited– where when I started after college, every business I worked at had a team of business copywriters who were trained to do what a lot of us marketers are doing today. So you would rely on them and not really even deal with revisions or, you know, there might be some stylistic changes. I’m more than happy to have somebody look at my work, especially somebody who’s more keenly familiar with who I’m trying to communicate with, and give me feedback, because otherwise I’m just sort of making it up as I go and hoping for the best, and that’s not what I really want to do.

Q: Gotcha. So those comments that you’re often seeking, they tend to be about audience?

A: Audience, yeah absolutely. I mean surely, if I’m working on something long enough, I will miss a word that I misspelled, or some grammar, or something like that that I wasn’t familiar with, and that’s always helpful as well. But a lot of times, the revisions are more audience related. Like, “Oh, this would be more effective, or this is not what we say, and this is–” because what I’ll try to do, I think I tend in my writing, particularly to this audience, which has been new to me for about a year now, I’ll overcompensate a little bit. So I’m talking to somebody in the academic community, so I’ll try to make myself sound smarter than I am, and so the writing comes across fake and phoney. A president of a university is a person too, and they’re going to respond differently to something that sounds fake and phoney than something that’s a little bit more organic. So people will tone it down a little bit, and you know, “Back off of that a little bit, or maybe you rephrase this, and you don’t have to sound so stuffy about this particular research study, it’s not that big of a deal,” and so that’s been interesting as well. And I think that applies to any of the industries that I’ve worked in before. I think I would tend to overcompensate to try to make it sound a little bit more professional. But I’ve learned over time, these are people too, and they respond just like any other human responds to something, and there’s a time and a place for that too. But there’s also a time and a place to sound like a normal person and communicate like a normal person, so try to put that into the writing.

Q: That’s really interesting. Do you mind telling me briefly about the previous industries that you’ve worked in?

A: Sure, oh wow, there’s been a few. So previous to my current role, I was writing to lobbyists and lawyers and very senior officials at government contracting offices. So there’s, again, a whole other level of pretension that I felt like I had to deal with, and I needed to sound like they– and I needed to talk like a lawyer, and I needed to sound like a lawyer, and that’s just wasn’t necessarily the case as well. They also were human beings, and they respond to things like a normal human being does and you have to keep that in mind. But I also had to make sure that things were professional and very streamlined. These are people who are very busy, and they have their busy, busy day, and you have to consider that as well in terms of what you’re putting in front of them. Are they really going to read the whole thing? And how to get the most important points in front of them quickly. I think I learned that the most in that role. And prior to that, I was working in the wholesale capital asset and commercial goods industry, which is a whole other beast altogether. And all those people have a whole other style that you have to sort of get in line with. These are people who go to flea markets and swap meets and buy bulk truckloads of merchandise to resell on ebay. So that was a different style and a different tone and I had to learn how those people communicated with one another. I relied on people in the industry or people that I was working with to help me do that.

Q: Great, that’s really helpful. How long do you typically have to complete a writing project, one of the more formal writing projects?

A: Well, we’re just all so busy all the time that I would like more time to do what I do. I probably spend a lot less time than I should on some things. Particularly if it’s just an outbound marketing email communication, I’ll probably write it the day or two before it’s supposed to go out, which I don’t advise anyone to do, but that’s just sort of the nature of the game sometimes because there’s so much going on. So with something like that, I feel comfortable enough that I can do that, have somebody look at it, have somebody from the email marketing team say, “Hey, maybe you should make it only one paragraph, not two paragraphs, that works better for us in terms of email performance. It should have more than three links in it, or it needs a better call to action.” And we can get that done quickly. If it is a series of emails or if I’m writing landing pages for a webinar series or promotion or something like that, I will take additional time and I’ll build in the time to have other people look at it, and spend time with me, and test it out, and try it out, knowing that there probably will be a good bit of revisions going back and forth. But the funny thing is there that people that are reviewing it aren’t necessarily the official reviewers of that copy, you kind of have to make do and you have to say, “Hey, can you look at this, I know that you’ve done something around this topic before. Can you take a look at it? Or do you think this would work?” So you’re just sharing it with colleagues, you’re sharing it with other members of the marketing team, sometimes you’re sharing it with salespeople who are more of the subject matter experts. There’s no real official copy reviewer here, and I haven’t had that in years and years, I’d say. You make do and you try to work it out the best you can, and get the help that you can, until you get to the point where you feel comfortable enough releasing it to the public.

Q: That’s super interesting. Do you feel like it’s a better system?

A: No, no. I loved having a team of copywriters who I knew were trained and who were able to adapt their writing style and their writing skill to any industry and any audience, because that’s what they were brought in to do. I do miss that, I miss that a lot, because there’s sort of that level of comfort there that’s gone now. I’ve had things go out with spelling errors, and I’ve had hell to pay for some of that because you work at some of these organizations and you’re basically embarrassing the entire organization if you send even an email communication out to 300 presidents of a university and it has a spelling error in it and you’re supposed to be working in higher education – it’s ridiculous. It happens now because there’s no one who is officially assigned to making sure that that doesn’t happen. You just have to do the best you can, but there’s so much going on all the time that stuff like that gets missed. I don’t think stuff like that got missed when there was a team of writers who was responsible for making sure that that didn’t happen. And I do miss that.

Q: Interesting, okay, yeah. Can you tell me a little bit about what is at stake in your writing?
A: Reputation, for one. You are the voice of an organization always, you’re representing an organization always, and it goes back to what I was just saying – if you make a mistake or something doesn’t come out right, or you’re saying something wrong, it’s really the organization’s reputation is at stake. Nobody knows who I am or where that email came from. A lot of times, I’m writing as a ghostwriter for somebody. I’m writing as the vice president of so and so, and their name is on the email, my name’s not on the email. So you’ve got to think about that always and that’s when it gets really tough if there’s a mistake. And there’s mistakes a lot of the time now because I’m not a professional writer, we don’t have professional writers. And then there’s also the transactional business aspect of it – I’m trying to get somebody to buy something at the end of the day. And so what I’m writing has to be informative enough, impactful enough, interesting enough to get somebody to do that, because that what I’m getting paid to do at the end of the day.

Q: How would you say – I know there’s no one specifically designated to oversee the quality of your writing – but how would you say that, if not your boss and the people around you in the organization, judge the success or quality of your writing?

A: Well, we look at performance metrics really. At the end of the day that’s all that matters to a business, I think. Outside of reputation, they’re going to be looking at the hard numbers. Did an activity that required writing result in new leads being brought in, and new business being brought in? That’s what we look at it. And then we look at, okay, what worked and what didn’t work? And then you sort of filter it back down to the writing. We look at a campaign in a holistic view when something does really well, and then it sort of filters back down later. That’s when I go back and I look at the things that did work, and I’m like, well, “How did I word this? Why did this work? Was this call to action really effective? And I should try to use that again.” But at the end of the day, the business is looking at did it bring in leads that convert to a sale.
Q: Have you had any writing training or education since graduating from college?

A: No. No, I mean, informally I’ve worked with some really, really smart people, and again, I think the review process is a training in itself. But no, definitely all informal and nothing that I had had the ability to even– and I never even considered going out and seeking that out. That might be a good idea [laughter].

Q: What challenges did you face when you entered the workplace as a writer in those sort of early years right out of college?
A: I think the fact that there’s so many different styles that you need to consider. The way you write an email or a memo to a CEO is not the same as the way you would write a letter or an email to a coworker or a colleague or a counterpart. Then an email communication is different from an online web communication, and that wasn’t laid out for me. I hear a lot about students today, who are especially in the workforce – people are seeing that students are having those same challenges, that their writing style is almost the same across the board, no matter who they’re writing to, and no matter who’s reading it. And I do remember that being a challenge, and I remember having a tough time pivoting from the way you wrote your assignments in school to writing business communication. It wasn’t the same at all and nobody made that distinction for me at the end of school as I was preparing to graduate and set out for a career. It was more verbal communication that we spent a lot of time on: “This is how you interview, this is how you answer these types of questions, this is how you talk to your boss, this is the proper way to talk to your colleagues,” and things to avoid and pitfalls and things like that. But never really prepared to, “Here’s how you write an email–”. You know, I was thrust into the world of email marketing at 22 or 23, and never had written a business email before or back then, we had fax marketing as well, so I didn’t know how to write a fax marketing that was effective. And then having to present information about how those things did to your boss, that’s also a different communication style. So I think the different styles of written business communication was something that was left out in my education.

Q: That’s really interesting. Can you think of practical steps that you took in those first few years to acquire those skills, or to shift those skills?

A: It was a lot of trial by fire, it was a lot of mistakes that I’ve made. Again, that was a time where I was working with really smart people whose job was to support writing efforts, and working with those people and learning from them, and learning from my colleagues as well. There was people who had been there for a long time, my bosses at the time just say, “No, that’s not how you do this,” or “No, this is what an effective call to action is.” I didn’t know what a call to action was when I graduated college. So learning as I went on the job, on the job training I guess.

Q: Are you able to identify, and you sort of talked about this already, but are you able to identify specific changes in your writing between college and now? And if so, what do you attribute this shift to?

A: Practice. The practice – doing it again and again and again – and I think the more I do it, the better I get. I am by no means a very, very good business writer, but I know enough to be dangerous, as they say, and enough that I can get an email out and get some people to register for a webinar if I need to. At the end of the day, no one’s going to be asking me to write a white paper or an extensive study on something, nor do I want to, because that’s not what I’m good at and I recognize that. One of the positives of not having a team of writers to rely on is that I do get to flex that muscle a little bit, and learn a little bit, and keep at it, so that I don’t lose that skillset when I need it. So just doing it myself and learning as I go, and making those mistakes, is the thing that keeps me active with my writing. And then it keeps me interested in writing outside of business as well. Now and again I’ll find myself doing a little bit of writing outside of the business world just for my own enjoyment, and kind of break away from that sort of stodgy, very structured business tone that you have to have sometimes.

Q: We talked a little bit about ways in which your academic background did not prepare you to write in the workplace. Are there, on the other hand, things from your academic life that you felt did prepare you for writing in the workplace?

A: No, I think it was a lot more preparation to get into the workplace. I go back to– they taught us how to write a resume, they taught us how to write a cover letter, they taught us how to write a thank you note, all the things that people did back then when they were looking to get into the workplace. I don’t know if that’s happening today. I think it was a lot of effort spent on making sure we got you out of here, and got you a job after you graduated, and then you’re on your own after that. And that’s the way I truly feel. A lot of my training was in speech communication. I took speech classes, I didn’t take writing classes. Which, now thinking back as a journalism student, I think I took the standard English and things like that, but there wasn’t, from what I can remember, a specific course of writing that I took to help me prepare, definitely not business-focused writing. I wasn’t in a business school at all. And there’s things I would do differently for sure. Oh gosh, if I went back, the things I would do differently, in terms of my education and what I’d prepare myself for, but I am grateful for the instruction that I got because it got me a job two weeks after graduation. I don’t know if students are doing that these days. But that’s what I feel the emphasis was on. The emphasis was on we will prepare you to do whatever it takes to get you a career outside of this institution when it is time for you to leave.
Q: Interesting. We’ve mostly answered this question, but in what ways were you unprepared as a writer as you entered the workforce. Is there anything that you’d add that you haven’t touched on here?

A: Again, I go back to business writing, how to speak to a certain– I didn’t spend time learning different audiences that different industries might be marketing to or selling to. My first job out of school was working at a publishing company that specialized in executive-level newsletters to companies in the Fortune 500 and that sort of thing. Nothing in school prepared me how to write a communication for that type of person, nor the next type of audience that I worked with. Again, I wish I had a little bit more of an understanding of the different types of business audiences that are out there that are receptive to different types of marketing and selling, because it does change. And then knowing the industry that you’re in and what you’re trying to sell. At that time I was trying to sell newsletters about wireless communication and the gaming industry and the cable industry. I knew nothing about those things and you’d have to pick that stuff up because you have to sound like you know what you’re talking about. There was never any preparation for anything like that. And again, it was all just sort of learning about it as I went.

Q: Two more questions. Would you say that you’re a successful workplace writer?

A: I could be better, I could be better. Sometimes during revisions and proofing and things that I get back from people who’ve looked at my work, I’ll go, “Oh geez, I should’ve known that,” or “Geez, why did I do it that way?” or “Oh, that makes so much sense.” I don’t feel like I do it enough to really, really, really, really, excel at it – I do it just enough to get by. Again, like I said, nobody’s hiring me to write a report a white paper, but I’m deadly with an email [laughter].

Q: And what skills would you say are most central to writing in your specific role?

A: Understanding the audience. Understanding what are they looking at all day long? What are the things that are effective in terms of communication for them? What are the things that bring them in that are interesting to them? What is their day to day struggle like? What does their day look like? What do they have to deal with all day long? So understanding the best way to communicate with them that is a way that doesn’t get lost in all the other clutter and the things they’re looking at all day long, whether it’s on the internet, or whether it’s on their own internal communications, or other marketing that they’re getting, or sales messages that they’re getting. You have to understand how to stick out in the fray of all of that, and that it takes a little while to understand that. And again, it’s trial by error. Luckily, when you’re in a marketing organization, you’re constantly being judged in terms of was your output or your activity effective? And so we’re looking at that all the time and we’re making changes based on the effectiveness or ineffectiveness of certain types of communication. So I get instant feedback in terms of how something did that I was responsible for writing, and then we take the time, as much as we can, to understand what went right and what went wrong, and then how to make changes for the next time. And I like that, it’s a fun part of the job actually.

Q: Great, thank you so much.

A: You’re welcome.

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Business Analyst

Business

Business Analyst, Mortgage Company

Date of Interview: February 23rd, 2017

Transcript:

Q: Okay. Would you please state your job title, where you currently work, and how long it’s been since you’ve graduated from college?

A: So I currently work at a company called First Guarantee Mortgage Corporation, and my current job title is business analyst, human resources and corporate enterprise services, and it has been about nine years since I graduated college, and then I did a master’s degree, which it has been two years.

Q: Perfect. Can you provide a brief description of your primary job functions?

A: Primary job function would be developing financial models and analysis that connect all our different departments together. I also do some forecasting with the budget and our main revenue driver, which is loans.

Q: Perfect, okay.

A: What was the rest?

Q: Oh, just primary job functions. Does that cover it?

A: Okay, yeah yeah.

Q: Perfect. Okay, that’s great. How frequently are you required to write? If possible, could you sort of estimate what percentage of a given week might be taken up by writing?

A: I would say probably 20 percent. And that would be a) fielding emails and then b) making bullet points on finance models that I develop to say, “From year 15 to year 16 we had a 16.4 percent increase in revenue,” or  “Our loan profitability went up in these different sectors.” So I make little bullet points underneath the Excel models that I develop and they’re short, concise, mainly numbers with just little finance terms thrown in there, but it’s really small writing. Then the other portion would be writing emails.

Q: Perfect. And just to clarify, like in these models you’re building in Excel, is it all numbers?

A: It’s mainly all numbers, and some of them don’t have little, cute bullet points underneath it. I just do that so it’s a quick look-in for someone like our CFO who I forward them to, so he could just look and see that, from year 2015 to year 2016 our revenue went up by a margin of x amount of dollars or x amount of percent. So it’s not a whole lot of writing, but it’s very concise, to-the-point writing.

Q: Right, okay. So you mentioned a CFO, are there other primary audiences that you’re typically writing to, or primary purposes that you’re writing to?

A: My other primary audience would be my boss, who’s the VP of HR. I write some emails and stuff to him and correspondence, and then models will also go to him, and then go to the CFO or CEO. I try to make sure that they’re clean and buttoned up before they get to that point, but, yeah, that’s my main audience. I also work with other outside consultants – right now we’re working with the company Corporate Executive Board, and then we’re working with Gala, and I’ve worked hand in hand with those consultants on developing metrics and looking at different portions of our company. So I write a lot of emails, reaching out, asking for clarity on little tidbits of information with different templates that I’m filling out. So that would be another area where I write actual sentences [laughter] would be in these models, templates, which is different than a model created from scratch. A template would be, say, I work with a company called McLagan, and we basically benchmark our company against the whole mortgage industry. So I have to write a little brief synopsis on what I entered in and what I think about the data. But it’s not real long writing, it’s just kind of a couple sentences about changes or things that I’ve noticed.

Q: And what’s the purpose of that? Is it to be persuasive or just informative?

A: It’s mainly an informative one- our company and things that I’ve noticed over the months, or related to the template that I’m filling out. Then they use that to actually write white paper pegging us against all other companies in the mortgage industry to see where job title correlates with salary, and see where– and it changes demographically, so they do all different companies and all different areas, and then they’ll do analysis comparing all of, let’s say an accountant in DC would make $60,000 whereas in Florida they might make $40,000.

Q: Great, okay. Were you familiar with these very specific writing types when you were a student?

A: Can you clarify that?
Q: Sure. I was going to go by age but that doesn’t really work – like as a student, were you familiar with the genre of a professional email? Probably. But were you familiar with the sort of writing that you do in these models when you were a student?

A: I think– that’s a good question. The thing that I had to make a big change with with the models was being short and concise, because no one wants long, flowery, literature-type questions. I started out as an English major, so at the infancy of my writing in college, it was based around trying to be a little bit more, not persuasive, but descriptive and, not flowery, but now with the business analysis it’s more short, concise, to-the-point. I have to do that in emails too.

Q: Could you describe your writing process, as in, how do writing tasks or assignments sort of land on your desk, how do you prepare, and what steps do you take from the start to completion?

A: So I’ll usually write something and then I’ll kick it off to like a director of something and ask for feedback, and just see if that makes sense. Then I’ll ultimately get it back, or they will make changes to it. It basically goes through one revision, and then it’s off to the CEO or CFO or VP of HR.
Q: Got it. And is that sort of an informal, “Hey, tell me if this makes sense, give me a little feedback,” or it a more formal, sort of mandatory review process?

A: It’s informal but we’re also– I’m collaborating with the directors on these projects so we kind of both work on it together. It’s not so much– it’s both of our work and we’re both collaborating and putting different pieces together that make up the whole thing. So we kind of revise each other’s work.

Q: Perfect, that makes sense, great. If your documents go through revisions or multiple drafts, and you’ve said really only one revision, is there a specific approach that you take to improving it from that first draft to the final version?

A: Yeah, I look at what ultimately makes intuitive sense, and then make sure its kind of grammar as best as I can, and that’s about it. I don’t really have any other source or person to tap on to review it, unfortunately.

Q: Okay, great. How long, and I’m sure this varies project to project, but how long do you typically have to complete a writing project? And I know that’s different in email to the writing that goes along with these models, but–

A: Yeah, some of the templates I’ll usually have about a month or two, and the reason for that is it takes many weeks to synthesize all the data and collect it, and collaborate it, and basically make heads and tails out of it. So the writing really comes at the end of that portion – I don’t know what I’m writing about until I actually aggregate all the data and aggregate all the spreadsheets to see what it looks like and maybe do a graph or a separate model out of it, and then I write from that. So I’m writing what the input saw.

Q: Got it, interesting. What is at stake in your writing?

A: What’s at stake would be not clearly addressing what our true numbers are at the company. So I have to really be diligent and clear and concise on saying our revenues went up, because everyone wants to get paid every week [laughter]. So we have to make sure that those are accurate numbers to the best of our ability and, you know, upholding our fiduciary responsibility to the clients and stakeholders.

Q: Perfect, okay. You sort of spoke about this, but who oversees your writing? You said the CFO eventually and also your VP of HR? Does that sort of– ?

A: Yeah, that’s kind of the overseeing. A lot of times I do projects for separate directors and different people within the company, that they don’t even see my work. So it’s not– for instance, I don’t really bounce the majority of my work off of my boss, the VP of HR, because I’m writing for the director of compensation and benefits or training and organization or customer engagement, so all these different audiences. So I really don’t have any– I kind of am my own revision, revise my own work, which can be scary because it’s always nice to have a separate set of eyes on it.

Q: That makes a lot of sense though.

A: But I’ll often do a revision or two myself, and maybe sleep on it a day or two, and then come back and revisit it and do other work, just to see if it makes sense and see if that’s what I really want to get to before I send it. Now if it’s a deadline, then guess what? It’s going out, that’s just the way it is [laughter].

Q: How would you say the success or quality of your writing is judged?

A: I would say it’s judged by a) if it initially looks kind of neat and clean. Other than that, a lot of the people have finance backgrounds so they’re not really astute on all the commas and periods and stuff. If it makes sense and you’re getting good points across, that’s the main thing. So they’re the ones that really judge it.

Q: Yeah, okay. Have you had any writing training or education since finishing your undergraduate degree? You mentioned your, is it MBA?

A: Yeah, MBA. So I did a lot of writing for that, for my master’s. I hired a tutor to really read over the papers. She was a professional writer, so I kind of hired her to revise all my papers before I sent it, but it was varying. You had some difficult professors and then some easier professors, but I think my writing there– you go through so many different statistics. I had to write a 34-page paper on statistics and a lot of it was Excel sheets and graphs that I had to plug into it, but then you had to do a explanation of all of what everything means. Statistics – is it correlated? Is there positive correlation? Negative correlation? And really spell it out. The nice thing with statistics is, they have a basic format, like a scientific format that you can use and refer to online, so there’s a way of clearly expressing the correlation of different statistical data points, which is nice. Because you kind of use that as like a rough template.

Q: Got it. Yeah, that makes a lot of sense. Are there other things that you’ve felt you learned as a writer as a graduate student?

A: I learned that it’s better to be short and concise and not as flowerly and literaturian is the best I could relate it to. But I think that if you make sense and you’re to-the-point, a lot of professors appreciate that rather than kind of rambling on. Oftentimes we’d have a paper that had to be 15 pages and you’re thinking, “Well, how do not ramble on just to fill this up?” and a lot of professors would say, “Hey, if you’re a page or two below that, I’d rather quality not quantity,” is what they would say. So that was nice to kind of abide by that rule. But you have to make sure it’s good writing, too [laughter].

Q: What challenges did you face when you first entered the workforce as a writer, and what practical steps did you take to overcome those challenges?

A: I would say some challenges would be I ask a lot of complex questions, and sometimes I have to really consider my wording with emails with my fellow coworkers. Especially when I first started, I had to reach out to a lot of C-level people because I was working on an org chart of the company. I would send our chief revenue officer, who’s been there for like 20 years, and say, “Hey how many people report to you?” and everything, and you’re a little nervous because they don’t know you from Adam and you’re new, so you really want to make sure that you address it quick and to-the-point. I found it was difficult to not ramble on and, you know, well, “Here’s a little intro about me,” or something. “Why are you asking me these questions?” [laughter]. “What’s your business?” So that was my thing, is trying to be to the point but also address what you want answered.

Q: Are you able to identify a change in your writing from say, college to now? And if so, what do you attribute that shift to?

A: I would attribute that shift to reading a lot more. I’ve read different types of scientific books and some literature-oriented books, so I think I’ve synthesized a little bit of those writing styles and genres into my everyday work. So I think my writing has gotten better because of looking at these different sources and trying to read a lot.

Q: Would you classify your writing as– it seems in many ways like it is scientific writing to a certain extent, is that a fair assessment?

A: It is. It is scientific, and then I do, you know, regular emails and regular writing. Some of the scientific portion I try to be – I don’t want to say clear and concise again – but I try to just state what needs to be stated, and no more, because that detracts and deludes from your main point.

Q: Yeah. Are there other ways, other than the sort of graduate school classes that we mentioned, that you think your academic background prepared you for your professional writing?
A: Prepared me for my professional writing, like my classes that I took?

Q: Yeah, yeah.

A: I would say that both undergrad and grad prepared me well in the sense that I was able to write for different audiences. So I had a marketing professor that was kind of lax and chill, and then I had a psychologist that I worked with and he was a very stickler and would never hand out any type of grades and everyone’s papers would come back red. So I would run my papers through my editor four or five times, and say, “Hey I got a B+ on my last paper. You need to up your game or you’re not getting paid [laughter]!”

Q: This was when you were in grad school?

A: Yeah.

Q: Okay, that’s funny.
A: Yeah, so I would say that writing in grad school for all these different professors that all came from different disciplines and backgrounds really– and I would talk to the professors and even talk to former students and say, “What’s this professor’s writing style?” – more or less saying, “What do they identify with?” – “Oh, professor Ed, he’s real easy, just make sure you turn something out.” And then other ones were a little bit more challenging so you really had to think twice about turning something in. But writing for all those different classes to statistics, marketing, psychology, organizational leadership, leadership classes, really developed different writing skills.

Q: When you think back to your first years out of undergrad, because there was some sort of career between that and grad school for you, right? Did you feel unprepared to write in the workplace right out of undergrad, or would you say you felt pretty prepared?

A: I felt prepared in the sense that I graduated college, but I also felt that my writing could have been maybe a little bit better than what it was and what it has become. So I would say I didn’t struggle, but had to dedicate– it took more effort and energy for me to turn something out versus now, I could maybe sit down and turn out a piece of work a little quicker.

Q: Would you say that you’re a successful workplace writer?

A: I would say successful in the sense that I’ve managed to make my writing, the little bit that I do, execute good. I’ve been able to pass along that work to our VP of HR and our CFO and CEO to make strategic decisions to drive the company forward. So we’re still driving forward, the train’s still going down the tracks, so that’s good [laughter]. I think that it’s imperative to keep making sure we’re concise and to-the-point.

Q: And the last question: what skills do you think are most central to writing in your specific role?

A: I would say not overanalyzing basic data, because it’s easy to look at things and get caught up viewing it differently, but you also have to just look at what you really want out of the data, and what your goal is. You set out a goal before doing that, and then try to achieve that. So for me, it’s maybe even just doing a little bullet outline. Outlining what you want out of a model, and then clearly going after developing those type– not developing a model to go right after what you want, but developing in the sense that it may produce or lend information that you don’t really want [laughter]. So you have to look at the good and the bad. And then be honest in your writing too, because sometimes it’s easy to manipulate with our growth, company growth, and I look at retention and do data analysis and see what our cost-per-hire is and everyone wants the cost-per-hire to be low, but sometimes it goes up. Costs for everything is going up, so you have to be real in your data.

Q: Okay, thank you.

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Tags:

Channel Marketing Manager

Business

Channel Marketing Manager, Security Organization

Date of Interview: February 23rd, 2017

Transcript:

Q: Okay. Would you please state your job title, where you currently work, and how long it’s been since you graduated from college?

A: Okay. My job title is channel marketing manager, and I work at Alarm.com, and I graduated from college in 2003, so that would be, shit, 14 years? Sorry [laughter].

Q: That’s great.

A: Fourteen years.

Q: Can you please provide a very brief description of your primary job functions?

A: Sure. My primary job functions include creating and writing all the content for our marketing material, so this includes flyers, brochures, product summary briefs – because we’re a technology company, and we sell our products through a dealer channel – so I create all the sales materials and things that our dealers use to sell our product to their end users. So it’s B to B to C, in a way.

Q: B to B to C – business to business–

A: Business, to business, to consumer.

Q: To consumer. Okay, great.

A: So I write consumer-facing pieces that you give to a consumer if you go to their home and you leave a flyer behind about the products, and I write dealer-facing pieces that are more educational, so talking about product features, and what it can do for your business, and that sort of thing. So it runs a gamut from 12-page to 16-page brochures, to one to two page flyers, to trifold booklets, bifold booklets. I kind of determine what that piece will look like in size, and work with the product teams to create that content. Ultimately, a lot of times taking really technical pieces of writing that a engineer might have written or a product manager might written, and in a lack of a better term, dumbing it down, for consumers and for people to understand who are not technical in nature. That’s one part of my job. The other big part of my job is communications aspects, so I do all of our outbound email marketing to our dealer channel. So any emails, which can include a monthly newsletter, and any product announcements, and program announcements that we have that go out throughout the month or year. So probably anywhere from two to three emails a week to our channel. They range from, like I said, different products and features as things come out, to programs and services that we offer our dealers to help them sell – so whether that’s training materials, or marketing programs that help generate leads and help them market to their customers, and just news and updates on the company.

Q: Excellent, thanks. How frequently are you required to write in your job? If possible, could you estimate in an average week maybe what percentage of your job requires writing?

A: One hundred percent [laughter]. Maybe if I’m being honest, it’s like 95 percent, and then five percent of that is maybe like data analysis and kind of number crunching, but it’s very minimal [laughter].

Q: Okay. And we sort of answered this – what forms or types of writing do you most often complete? I feel like, unless there’s anything– great. Could you describe the primary to which you write, and the primary purposes that you’re writing?

A: Sure. So I hit on this in my previous answer, but there are two distinct audiences. It’s our consumers – so this is anyone that may or may not be interested in buying a smart home security automation system in their home. I think as a company, there are three different target audiences that we push our messages to, and it’s new homeowners, new younger families, wealthy, older individuals who many have second properties, and then highly tech-savvy kind of middle aged area. That incorporates a lot of people, but that’s our consumer base. So the writing to consumers is more I would say copywriting, where it’s very short, succinct, to-the-point, high-level, “What can our solution do to make your life easier and better?” – and putting it all in those contexts. Then we have our dealer-facing pieces, which are for our dealer channel, so this is security dealers in my profession. The security industry ranges anywhere from small mom-and-pop shops all across the country, to really large national companies, so the audiences range. We gear most of our stuff that we write kind of in the middle, because a lot of our bigger clients are familiar with everything and have one-on-one access to training and resources within the company. They don’t necessarily rely upon having the product summary or the brief there that they have to learn from, whereas our small dealers, that is their only source of getting information. I don’t know if you need like demographic-wise, but it’s US and Canada, we have a whole other international team that translates for our international dealers which range all over the world. It can range in education level, I would say that probably that most older security dealers are not college-educated, so you’ve got to keep it very simple and easy to understand. I don’t know, is there anything else? Is that good?

Q: No, it’s perfect. That’s great. Were you familiar with those types of writing when you were a student in college? And if so, how did this affect your approach to them once you got into the workplace?

A: Sure. I think in college, I was more– I was a marketing major, so I was familiar with copywriting and advertising, but doing the kind of writing that I do now is very different from actually advertising copy, which is even more niche and smaller and to-the-point. But I would say in college, probably was not super familiar with writing a brochure [laughter]. If I had to think about it, I don’t think that was something that we ever did in a class. I think we talked about things that we would provide or do, we did mock advertisements, but I can’t remember specifically ever being like, “As part of the marketing plan, we’re going to create this collateral, and these are the things that are– and here’s a mock of it. Here, I’ve written something that promotes this,” or something. So that was very much on the job training [laughter].

Q: And how did you approach it, those new genres, when you got into the workplace? How did you sort of teach yourself or– ?

A: I think just by kind of being a consumer already, you see that stuff. For me anyway, it was just kind of copying what I had seen throughout my life, and being like, “Okay, well this is what a brochure looks like, or this is what a trifold looks like.” I’ve actually never gone into a company or job situation where a previous piece hadn’t already been created, so you could kind of look at what someone else did, or what the industry standard was, or what that company was typically doing, kind of go from there. Then over time it’s evolved, like I think if we were to look at something– security dealers like to use trifolds, which are a 8.5 x 11 sheet that’s folded three ways. So those are kind of like industry standard, that’s what they like to use; if you have a security dealer come to your house, that’s what they’re going to leave you. So I think if you looked at a trifold that was created in 2011 before I got there and one that I’ve done recently, you would probably notice that there’s a lot less copy and they just get shorter and shorter, and more high-level. Whereas before I think there wasn’t necessarily a marketing team in place, it was a lot of product people doing marketing functions, so they were writing as someone who is very passionate about the product. So they put every single detail and thing that they had been working on that they thought was important, without really thinking about the end user, and what is truly important to the consumer, and also that people don’t really sit there and necessarily read everything that’s in a brochure. When you flip through a brochure, you’re probably looking at the pictures, looking at the highlighted text, looking at the big headlines, and that’s about it. So that’s where you have to focus the message. And that was all just kind of learning through time. I think throughout my professional career I’ve also taken training classes that focused on copy writing, which, not in the advertising sense, but in just the general writing for work sense. So that’s helped too, to really ingrain that, like, got to focus on the short message sort of thing.

Q: Could you describe your writing process, including how writing assignments or tasks are given to you, how you prepare, and the steps you take from the start of the project to the end? And if it’s useful, you could pick just a typical project that you do.

A: Yeah. Well I think for me, the first part is getting the information from the product team, because nine times out of ten, whatever I’m writing about is usually feature or product specific to something that we do. So a lot of times if it’s a new product or feature, I’ll need to work with the product team, they put together what they call a product brief, which will kind of outline the features, advantages, and benefits of what it is, what they perceive the dealer pitch to be, and what they perceive the consumer pitch to be. So, of course, what they think it is versus what they marketing team might think it is could be different, but nine times out of ten it’s probably right. So looking at that, and then, I don’t know, I don’t have like a real process. I just sit there, I read the product brief, and then I just kind of hit go, and just start typing. I’ve been at Alarm.com for probably a little over four years now, and I think I’ve kind of standardized on the format that we use for everything. So it’s like, if I’m sending an email about a new feature, you lead with what it’s going to do for the dealer and their business, what it does for the customer, where they can get it, when it’s available, pricing if that’s something we want to include, and call us for more details or whatever, move on. So it’s kind of like this outline in my head that I go by every time. Same with product summaries, it’s starting with, “This is the product, this is what it can do for you, this is what it can do for your customers.” And then from the consumer standpoint, you think about what it does for the customer, and what is the main purpose that this is bringing. “Ease and comfort to your life, save on energy,” – and just kind of focusing on those key headlines with quick sentences that tell what you can do. Not getting into the minutia of how you need to do it, how you need to set it up in the system, what the devices are that you need to use, it’s just this is what it is, and why you want it. So yeah, I wish I had a better process, but that’s really it [laughter].

Q: No, that’s great, that’s great. If your documents go through revisions or multiple drafts, how do you approach making those changes or improving the piece from one draft to the next?

A: So oftentimes, and I’ve worked in two different companies that I’ve done a lot of writing for, and most companies have a very different process when it comes to review and revision. The first company that I worked for previous to Alarm.com, you had your draft, you had a list of people that it needed to review, and it routed around to everyone that needed to review, and everyone marked up the same piece. Then you got them back, all the edits, and you had to go line by line and decide whose edits you’re going to take and whose edits you’re not going to take. Some made more sense, some don’t, it’s very subjective, I guess is the right word. Then ultimately you– I just remember picking sometimes or being like, “Ah, that doesn’t make sense but I’m going to go with this.” And then clean up the draft, and then it’s usually a final review for the key decision-maker, usually my boss. Alarm.com is a little different because the revision process is, I write it, and then I send it to the product team, they review it, give me their edits. Then I send it to someone else on my team to just proofread, and then I’ll make their edits. And then I’ll go back and then give the final to my boss, who will then review and sign off. But then she’ll have edits, and then make those edits, and then it’ll be final. So it’s very long and it’s a very difficult process, and sometimes you feel like what you end up is a bastardization of what you started with, but you just have to not be married to your words [laughter].

Q: How long do you typically have to complete a writing project?

A: Well, it varies. In our particular company, in a technology company, we’re constantly evolving and innovating and we have new builds every week. So a lot of times–

Q: Sorry, could you clarify what “new builds” means?

A: So a build is, when you have a engineer-based company, a build is typically what will go into your computer back end servers to push everything live. It’s fairly common jargon amongst the engineer set, I just learned what it was when I started at Alarm. So every week there’s new stuff coming out, and it’s every Monday. I meet weekly with the product team to discuss their roadmap, and where things are, and dates are constantly changing. One thing you thought was coming out next week actually isn’t coming out for another month, or something you thought wasn’t coming out for six months is suddenly coming out in two weeks. So then you’re kind of scrambling, and that literally can change within the week. It’s really quick turnaround usually, especially for the email communications. I try and do things as far out in advance as I can because the review process, like I mentioned, is cumbersome, and I don’t like to rush people for review. But sometimes you find out about something and two days later, you need to send something out. Or it could be you have a whole month to work on something. So it really just varies on what it is and what needs to happen with it [laughter].

Q: What is at stake in your writing?

A: What is at stake in my writing – I guess the perception of the products to our dealer community. Ultimately, the email communication is how our dealer channel learns about what our company is doing, and learning about the products and the solutions that help them sell and serve their customers. It really is the first line of contact with dealers on a week to week basis. Some of our bigger accounts obviously have more touch points with their sales team and their technical representatives. Because they’re more putting on more accounts, they get more attention. But there are smaller dealers that those email communications are the only thing that they see from Alarm.com, and if they don’t log in to our dealer portal, they’re not going to necessarily even know what’s happening unless they’re reading the email. Same with the consumer-facing stuff, I mean, that is really provided to our dealer channel as an added bonus. We present our marketing team to our dealer channel as a full-service marketing agency.

Q: Can I ask a clarifying question? So it’s not that you are sending emails direct to consumers, it’s that you’re providing the emails for the dealers to send?

A: Right.

Q: I missed that. Okay, great.

A: So there is those emails, but I also send directly to dealers, but then we provide things for dealers. We provide email content, we also provide all the marketing collateral that they could possibly use. We have what we call our “marketing portal” for our dealers, they can go on, select a trifold, throw their logo on it and their information, print it out, and they have a trifold brochure that they didn’t even need to do. You basically don’t need a marketing or sales person to start a security company with Alarm.com, because you can just use us. We’ll give you a website, we’ll give you email, we’ll give you collateral, we’ll give you a mobile app to go sell, and you go do it. We’re giving you all the things that you need to do to sell what we’re producing. So yeah, I don’t know if that answered the question.

Q: It does, it does, yeah. The next question you’ve half answered. The first part of it is who oversees your writing – so you mentioned your boss and the product engineers. Could you give a brief title and description of your boss’s role?

A: Yeah, so my boss is the senior director of partner marketing. She oversees our whole partner marketing team, which is solely focused on providing tools and resources for our dealer channel to go sell Alarm.com products and services.

Q: Perfect. How would you say your boss judges the success or quality of your writing?

A: [laughter] Million dollar question. I don’t know, necessarily. I don’t get reviewed on that. Her writing style and my writing style are very different. She often has a lot to say on anything that is written. So I don’t know how to answer that.

Q: That’s fine, that’s fine. Not knowing is an answer [laughter]. You mentioned earlier that you’d taken a couple of copywriting or copywriting adjacent training classes. Could you just tell me a little bit about any writing training you’ve had since graduating from college?

A: Yeah, so specifically one course that I took while I was at CEA (? 20:57), and it was called Content Writing for Marketing Managers, or something like that, I forget. It was like a two-day professional writing thing in DC. The guy was kind of cheesy but it had some good points about talking about being concise and using different words and kind of– it had been the first time I had had any education in that realm since college, so it was kind of nice to get some good tips and tricks for how to approach writing.

Q: Excellent. So what challenges did you face when you entered the workplace as a writer, and what steps did you take to overcome those early writing challenges? We talked a little bit earlier about, you said as a consumer you paid attention, and you looked at previous documents. Are there other strategies that you took to sort of orient yourself as a workplace writer?

A: Yeah. Well, I didn’t enter the workplace as a writer [laughter], I actually never considered myself a writer at all until I happened to fall into that position and became suddenly in charge of email marketing content at one of my previous companies that I worked for. It was very unsure of my abilities. So I looked a lot as a mentor to a older colleague that I had who also did– she was the contractor that did just writing and did a bunch of stuff with the website and stuff, so she would always– I would write things and she would review them, and give feedback, like constructive feedback, that I could actually learn from. It just kind of progressed from there. And I think with that, I just kind of gained more confidence over time. And then now, suddenly that’s most of my job [laughter]. Without really, I mean I do have a marketing background and I was a marketing major, but I will say that my training and schooling in marketing was not content creation heavy. At that time, this idea of content being king wasn’t truly felt and this idea of always needing to generating things on the web and for social and having all of this stuff wasn’t an idea at that point, so there wasn’t a ton of focus on it. Like I said, I was mainly in advertising and that was it.
Q: Excellent. Are you able to identify a change in your writing between college and now, and do you attribute that shift to anything beyond the feedback that you talked about and the class that you talked about?

A: Yeah, I don’t know, because obviously writing in college is so much different than writing in life [laughter]. I think maybe I’ve learned to be less wordy and I think I would probably be a little bit more long-winded probably in college, just because it seemed like that’s what you should be. Whereas now, it’s like, get to the point, I don’t need to flourish it. I even do that I noticed that in my emails to colleagues. I’ll write something and it’s like, “Well, I just wanted to say this about blah blah blah blah blah, and blah blah blah, can you do this?” And then I look at it and I’m like, “I need to cut like half of– Can you do this please?” [laughter] and you just send it, which is a skill into itself.

Q: Excellent. In what ways would you say you were unprepared as a writer entering the workforce?

A: Sure. Well I think in college I really can’t remember having a grammar intensive study in college. I went right into freshman year of school having passed through English 101 in highschool and just going straight to Literary Studies, which I don’t think had the same emphasis on grammar. I think there was like, you know, you got marked up on your papers, but you weren’t sitting there learning about different things. I don’t think I really ever took advantage of writing centers and stuff in college either, I just kind of wung it. I just said, “Okay, see what happens,” and just, I think, lucky me, by natural default, I was just able to make it work because I read a lot of books as a kid, and I honestly believe that’s the only reason why I can get through and it’s sort of grammatically correct. I’m sure I probably don’t have commas in the right places all the time, but halfway there. So I didn’t have any of that study in college, so going into the workplace, again, I kind of just write the way I speak. So for better or worse, that’s what you get [laughter].

Q: Okay, excellent. The last two questions: would you say you’re a successful workplace writer? Why or why not?

A: I would say I was successful just because I haven’t gotten fired yet [laughter].

Q: That’s one way to mark success [laughter].

A: And people come to me for writing advice and say, “You know, what do you think of this?” I feel like I must be some sort of subject matter expert at this point [laughter]. That’s probably not a great answer.

Q: That’s a perfectly fine answer. Absolutely, okay. And the last question: what skills do you think are most central to writing in your very specific role?

A: What skills – well I think having a decent sized vocabulary, and knowing how to read something that’s very technical and taking it and understanding it. And if you don’t understand it, knowing how to talk to people that do understand it and making them explain it to you in a way that you understand it, and then translating that. I think that’s a difficult skill and especially not something that is taught, because you need to have the personal communication with someone to be able to talk to them and get out of them what it is. Because sometimes engineers and marketers are two different types of people, and they think very different ways. So yeah, I think that probably helps the most.

Q: Alright, thank you so much.

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Realtor, Durham, NC

Business

Realtor, Durham, NC

Date of Interview: February 7th, 2017

Transcript:

Q: …and so now we’re recording there too, which is great.

A: Okay, great.

Q: So we’ll go ahead and get started, and if you have any questions along the way just let me know.

A: Okay.

Q: Alright, so would you please state your job title, where you currently work, and how long it’s been since you graduated from college?

A: My name is Steve Gardiner, I work at Fonville Morisey as a realtor, and graduated from college in December of 1990.

Q: Excellent, okay. Could you provide a brief description of your primary job functions? We don’t have to get into too much nitty-gritty, but just the sort of overview of what it is you do as a realtor.

A: Well, I am a residential realtor, so I work on buying and selling residential properties. So I have buyer clients and I have seller clients. For the sellers, I list their house and sell it; and buyers, we go looking at houses and find one and once we get it under contract, we go through the whole process with the attorney and inspections and all that stuff, and then when we’re all done, we have a closing and they go to the courthouse to record the deed, and they own the house.

Q: Excellent, okay. Great, thank you. Can you describe the primary audiences to which you write and for what purposes?

A: I have two main audiences: clients and other realtors. So when I’m having a transaction with somebody and I’m representing either the buyer or the seller, on the other side is another person who’s represented by a realtor, and that realtor and I do the talking. So that’s really the two types of people that I deal with. Are you looking– what else did you ask?

Q: What is the purpose of those kinds of written communications, most often?

A: So with the buyer, it’s helping them look for a house, getting them information, finding out about what they liked or didn’t like about certain houses and it’s all a way for me to kind of fine-tune what they want. And then when they go under contract, there’s a ton of questions like, “Do you want a survey? Do you want to get an inspector? Do you want a pest inspection? Do you know what radon is?” –  it’s all this stuff. So I’m sending them information, educating them about things, and then they need to make a decision on what they want to do. So with clients, that’s a lot of what is happening throughout the whole process. With the other realtors, sometimes it’s informational like, “Can you tell me how long the roof has been on the house?” and sometimes it’s a negotiation thing, like I say, “My client offers $200,000,” and they say, “We won’t take less than $210,” and I say, “$205,” and those type of things. The way that it works when you put an offer on a house, your initial offer you fill out an offer form, an offer letter. It’s this long legal form, made by the Real Estate Commission and the state bar association, and you fill it out and you send it in. So that’s when I say, “We’ll offer $200”. If they come back and they say, “We want $210,” or something, that part is done verbally or either on the phone or email and sometimes even texting. So I’ll talk to my client and say, “Can you do $210?” and then they say, “Yeah, that sounds good,” so I let the other realtor know, “Yeah, they can do it”. So there’s that negotiation. And once the house is under contract, when they do an inspection and they find things that need to be repaired, and we ask the seller to do it, that’s another negotiation. They can say, “yes, no, we’ll do half of it,” blah, blah, blah. So I would say kind of informational, negotiating, and kind of educating and advising people.

Q: Great, great, perfect. What forms or types of writing or kinds of documents do you most often complete? So you talked a little bit about that initial form and emails, are there any other types of writing, types of genres of documents that you work with often? Or are those pretty much limited to those?

A: Well, there are a ton of legal documents throughout the whole process. Since I’m not an attorney, I’m not allowed to write any language in those documents. I am allowed to fill them out and I’m allowed to explain them to people. So a lot of that is sitting down with this 13-page offer letter and explaining to the people, before they sign it, what it all means. So I’m not actually writing anything there, but I’m usually telling them that verbally. But, you know, if somebody’s out of the country or something, which happens sometimes, I can do some of that on email, but that can be like an hour-long conversation, so it would be rough on email. So that’s one, these legal forms. And then a bulk of my writing is just emails to and from the attorney, the listing agent or the buyer’s agent, and my clients – tends to be the bulk of it. So I’m dealing with them a lot. Sometimes we do text, sometimes we do Facebook Messenger, it really depends on whatever the client feels most comfortable with, and then I have to use that method, because that’s how they like to receive their information. So part of my job is figuring that part out, like, do they want me to have them come to the office and sit down and I talk to them and show them? Or do they just want a phone call, do they want text, do they not want any explanation, they just want to sign the thing? And then, as far as written communication outside of those people, I’m doing certain things like, when I list a house in MLS, there’s a part that says “agent remarks” and “remarks”, and that’s where I say, “Come see this beautiful two-bedroom cottage, nestled amongst the Eno River, and close to downtown shopping,” and blah, blah, blah and stuff like that. So you have that kind of thing, and sometimes that writing will get repeated in other things, like I might do a flyer for an open house and I’ll just use that paragraph again. There’s that type of stuff too. I mean, that’s the bulk of it really.

Q: Great, okay, awesome. Were you familiar with any of these types of writing when you were a student?

A: Well, email and texting didn’t exist, so no. We didn’t do anything in school with phone calls or really any type of verbal communication. I remember I took one speech class, it was like, Public Speaking 101, or something like that, and that was– I was in there for a semester, and that’s all I ever had. So everything that I’ve learned has been just through experience and on the job, just doing it for years.

Q: Okay, great. How frequently are you required to write, and if possible, could you estimate in an average week, maybe what percentage of your job requires writing?

A: I write every single day, seven days a week, could be five in the morning, could be midnight, doesn’t matter. There’s certain times that things have to be done and you just have to do them. As far as the percentage of my day spent writing, probably about a third or so, I would say. Probably about a third writing, and then a third dragging around and showing people things, and a third shuffling papers and dealing with contracts and stuff like that.

Q: Gotcha, okay. Could you describe your writing process, including how writing tasks sort of come to you, what steps you take from the start of the project to completion? And I know this will vary a little bit depending on what kind of thing you’re writing, but let’s maybe start with emails. What is the writing process like for that?

A: Well, one thing I always try to do is think about who my audience is. I’m a realtor, I want people to feel comfortable with me. So if somebody writes me and they’re a friend of one my hip friends downtown, and they’re also 25 to 30 years old, and they say, “Tell me a little bit about yourself,” then I would say, “I love Durham, I go to Motorco all the time, and Fullsteam Brewery, and Ponysaurus, and we go out to this restaurant and see live music over here,” and that’s how I kind of deal with it. If it’s a little old lady who lives in the country here, that is a, “Dear Mrs. blah, blah, blah,” and much more formal, and usually would be more likely to need a face-to-face meeting. I even dress differently for customers, because if I wear a suit to some young hipster, he’s going to think I’m a nerd [laughter], and if I wear a jeans to a little old lady’s house, she’s going to think I’m a child, or something like that. So, it’s part of the whole– writing and how I write to them and how I phrase things and all of that is just dependant on who my audience is.

Q: If your documents go through changes, how do you approach those changes? Is there a drafting process with those emails, or is it a sort of, you write it once, it’s gone?

A: Certainly with emails and texts, you write it and it’s gone. It’s important for me not to look like an idiot [laughter], it helps me in my job. So, I try not to have– I’m a pretty good speller in general, but if I see any– well, let me back up. I’m a good speller, but I do a lot of typos, and so I have to go back and make sure– I reread everything once before I send it, just to make sure it’s saying what I want it to say, because I have misspelled words in the past, and I’ve also just done dumb things, just like wrote the wrong, totally unrelated word because I was thinking about it. So it’s really a lot of proofreading, as far as that goes. I even do that with texts. I don’t use textspeak too much, I generally write in sentences. Yeah, does that answer your question?

Q: Definitely. Yeah, perfect, thank you. Does anyone oversee your writing?

A: No, except for the people who receive it [laughter], because they’re– I don’t really have a boss in this job, except for if I do something wrong, I could get sued or I could get into legal trouble, or trouble with the Real Estate Commission. So there’s that to think about. But then beyond that is how does my client receive it, and I am communicating what I need to communicate? Because if I don’t, that can come back to bite me later on. If they misunderstood something and they signed an offer letter they didn’t mean to sign, that can go down a bad road pretty quick.

Q: Yeah, that actually leads perfectly into my next question, which is, what is really at stake in your writing? So that’s certainly a big thing, are there other things at stake that you could identify?

A: Yeah, for instance, realtors have to disclose anything that they know that is majorly wrong with the house. So, let’s say I was selling a house and it was the middle of summer, and I knew the heater didn’t work. I couldn’t just not tell people – I have to tell them. I have to say, “Oh, by the way, the heater doesn’t work”. If I don’t tell them that, and they buy the house and then winter comes around and they turn on the heater and it doesn’t work, they could come back and they could sue me personally. I could lose my license for certain infractions; I could get fined by the Real Estate Commission. And so what I say could really be helpful, or it could hurt me if I say the wrong thing. So there are times when I’m not sure about how to respond to something, legally. That’s when I can go ask the person in charge of our office or one of the other long-time agents, like, “Hey, what would you recommend I say here? I don’t want to get myself into trouble, I don’t want to break any laws, I just,” you know. So that’s probably the closest I get to a peer review – it’s just going over stuff with experienced agents.

Q: Could you give me an example of a situation like that? Like when you say a potentially legal situation that you’re not sure how to handle, is it some things such as, “Is this a big enough deal that I have to disclose it?” like an issue with a house, or are there other issues that come into play there?

A: Yeah, so for instance, I have a house that is listed and it’s in a really low part of the water table, and the town runoff goes through their back yard. When it rains a lot like during a hurricane or something like that, that water rises, and it’s actually flooded part of her house before. So she had to pay to get that fixed – spent thousands of dollars putting in drains and stuff like that, but because she’s so low, it’s still wet underneath the house. So my question is, I don’t have to disclose things that used to be wrong, like I don’t have to tell people that the house floods if she paid to fix it. But, my question to my boss was, “But it’s still wet under there, it isn’t necessarily from the flooding, it’s from something else. What do I have to tell them?”. So I was kind of a little unsure about that. She told me that it would probably be a selling point to disclose the work that you have done, and feel free to tell them about the problems in the past and tell them you’ve solved it, and explain why it’s still wet now. So, I think the answers tend to often be– if you ever think you’re hiding something, it’s probably a good idea just to tell them.

Q: Got it, okay, that makes a lot of sense. So because you don’t have a boss, this next question is a little bit different than it might be for someone else. But how would you say that the success or quality of your writing is judged? Or maybe, how do you judge the success or quality?

A: Well, how I judge it is if can get my point across in a way that is not too verbose, kind of straight to the point. People don’t read that closely, especially in email and especially in text, so I can’t bury the good information. So sometimes if I have two important things to ask a client, sometimes I will ask them one in an email, and a couple minutes later, send them a second email with the other question in it. Because if I list multiple questions, sometimes they’ll answer the first one and then then they never answer the rest. And texting, I found out, you can’t ask two questions in the same text. You can’t say, “How are you doing today? When are you coming to see me?”. They’re going to write back and go, “I’m doing fine!” or, “I’ll be there on Tuesday!”, but they will not  [?19:13]. And then, my clients often, when the process is all over, they give me recommendations. The thing that I keep seeing over and over is, “Steve is so helpful, he explained things to us, made a lot of sense, he took this process that we didn’t know anything about and he made it easy,” – so that’s kind of how I judge myself. Because at the end of the day, if my clients are happy, then I’m fine.

Q: Great, okay.

A: But if they’re unhappy, I’m not.

Q: Right, okay, that makes perfect sense. Have you had any training that is specific to writing since you’ve graduated from college?

A: No [laughter]. Except having a wife who’s a college English professor, and will tell me if I do something wrong, but yes.

Q: [laughter] It’s its own kind of training, okay, perfect. Do you do anything to prepare to write? This sort of goes back to that question about your writing process, but is there anything that you do in preparation to sit down and write?

A: Not too much, really. Of course, there’s certain topics where, for instance, if I’m explaining to somebody in an email the good and the bad and the ugly from their inspection report, I’m going to have to have that report with me and reference it, and then I comment on it and then I attach it to the document, or something like that. But no, I’m kind of– in this business you have to respond very quick, and that means you might not be home, you might be on vacation, you might be whatever. So just being quick and clear, and answering their questions in a most succinct way as possible is what works.

Q: Gotcha, and that sort of speaks to my next question – how long do you typically have to complete a piece of writing for your job? You said “pretty quick” – what does pretty quick look like, on average?

A: Usually just minutes. I don’t ever write anything and set it aside and come back to it later. Even when I’m listing a house, that paragraph about how great the house is – that isn’t something that I work on, really. I sit down and then I just write it, and then I read it over and I edit it, and then it’s done.

Q: Perfect, great. What challenges did you face when you entered the workplace as a writer? Are there ways in which you felt particularly prepared or unprepared?

A: When I very first entered the workplace, the communication was all phone, and I was very uncomfortable with that. And then email came about and I was really comfortable with email, and could really be clear and thoughtful and all of that stuff in an email much better than I could talking. And then when it came to texting and stuff – half the time I don’t even know what people are saying to me, because they use so many abbreviations, but I look it up and figure it out [laughter]. I don’t know if that answered the question?

Q: It does, it does, yeah. And do you face any challenges in your workplace writing now, beyond what we’ve talked about, sort of the timing issue and things like that?

A: Well that paragraph that I write about why the house is great – after you’ve done this dozens and dozens and dozens of time and you see houses all day long every day, it’s kind of hard to make that paragraph very interesting [laughter], or unique, or just something so that people will pay attention. It really tends to end up being less flowery and more fact-based, like “new roof, new water heater” – like that kind of almost like bullet points. I feel like we’re getting closer to the point in our society where everybody just wants bullet points for everything, whether you write them out or talk them or text them, or whatever.

Q: Yeah. Are you able to identify a change in your writing style between college and now, and if so, what do you attribute that change to?

A: What’s interesting is that when I was in college and before college, I didn’t really have a writing style at all. I did the five paragraph essay in highschool, and I wrote the term papers, but didn’t really do much beyond that. And it wasn’t until I got out and especially when– I used to be big into those email listservs, like on music, or whatever, and I would meet a lot of people, and we would write all day long. I’ve never had any training, but just the constant, for maybe 27 years now, of constant reading, responding, writing, over and over and over, I mean you just get better at it, it’s just [laughter]. But I don’t really think– the only thing that I feel like school, including college, taught me was just the groundwork, the basics, like grammar, spelling, how to form a sentence correctly. Because like I said, when I’m talking– if somebody from an English professor from Duke calls me up, I better at least spell my words right [laughter].

Q: Okay, and other than– you sort of referenced paying a lot of attention to emails that came across listservs and things like that, and sort of seeing– so are there other practical things that you think you’ve done since you’ve been in the working world to overcome writing challenges or to improve?

A: I think it’s just repetition really. I didn’t really utilize any tools or proofreaders or anything like that. Just kind of trial and error, and trying to figure out– for instance, sometimes I write postcards, and I send them out to a neighborhood, and I say to people, “Hey, if you want to sell your house, let me know, I’m a realtor,” basically. And there’s many different ways to say that and you can be long and verbose and say where you went to school and blah, blah, blah, or you can just be like, “Do you need a realtor? Call today!” or whatever. So you have to make those type decisions, and trying to figure that out. And sometimes with those things, you’ll phrase it in a way and you’ll get a better reaction. And then you’re like “oh, okay, I’m going to start doing that now and not the other way”. So, just a little trial and error going on. It’s not direct feedback, they aren’t telling me what they think about my writing, but it is feedback that I can use.

Q: Absolutely, okay. And two more questions – would you say you’re a successful workplace writer, why or why not?

A: Yeah, I think I am. People usually understand what I’m talking about, and sometimes these can be pretty complex. Like if I ask you if you want to get your basement checked for radon, most people don’t even know what radon is. So I have explain that to them, and I explain the pros and cons of it, and why it’s important to do it, and et cetera, et cetera. And I go through it that way. Did I answer the question?

Q: You did, great. And then the last question: what skills would you say are the most central to writing in your very specific job?

A: What was that again?

Q: What skills would you say are the most important in writing in your job?

A: I think just phrasing, really. I’ve talked a lot about trying to write succinctly and straightforward, so a variety of people understand them and all of that, and that’s what I think about the most. When I’m writing I’m not really thinking about spelling, because I can generally spell all right and all that stuff, and I’m not necessarily thinking constantly about the goal in mind, it’s really just thinking a lot about the phrasing, how I write it so it’s clear. And I guess I learned that from school too, probably, but it wasn’t from a specific class, it was just from doing a lot of reading and studying. But really, these years of just communicating with people in a written form, that has made my writing better than anything.

Q: Alright, thank you!

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Certified Public Accountant

Business

Certified Public Accountant, Currently freelance

Date of Interview: November 4th, 2016

Transcript:

Q: Would you please state your job title, where you currently work, and how long it’s been since you’ve graduated from college?

A: I’m a CPA and where I was working I was a manager. I graduated from college in 2007, but technically I finished classes December of 2006. And what else, what was the other thing?

Q: Can you provide a very brief description of your primary job functions?

A: There are many. Let’s see. So as CPA– so I would prepare, I would review tax returns, train staff on that, and client interaction – emails and phonecalls – on a daily basis for whatever questions or issues that come up with their business. With staff, would be as I mentioned training, but also any other HR issues and pay rate, you know, salary, evaluations. I meet with them once a week. Clients, on a daily basis, and then some of the issues that might come up would be tax notices, and so forth.

Q: What forms or types of writing or kinds of documents do you most often complete?

A: Types of writing – many, mostly kind of casual emails between with clients or staff on status of projects. Also, as I mentioned, IRS notices. So, writing responses to IRS or whatever other taxing authority might have had a question. Sometimes it’s just a notice and sometimes it’s a full-on audit, where you have an agent coming out to go through some documents. What other forms of writing..not sure [chuckles]. Oh, I guess with the stuff– so that’s with my employment, and then where I volunteer with the Virginia Society of CPAs and the Northern Chapter, I’ve been tapped to write a couple of pieces for them. Mostly writing informational pieces on a certain issue in the field.  Research and development credits would be one. That might be another thing, is presentations – but I don’t know if that’s so much writing. And then writing articles on those topics. And then a couple times it’s like a more personal piece on “why you’re a CPA” – that sort of topic.

Q: How frequently are you required to write, and if you’d give an approximate estimation on average, per week, what percentage of your job would be writing-involved?

A: You mean, would you count like, emails?

Q: Sure.

A: Okay, sixty percent.

Q: And that’s on a weekly basis? How frequently during the week?

A: Daily.

Q: Daily. Could you describe your writing process, including how like assignments or tasks are given to you, what steps you have to take from the start of a project to its completion?

A: It depends very much on the project. I’d say if it’s just a new client coming in, it’s a sit-down meeting with them. Where writing comes in, you know, I’d take notes on what they’re– about them and their history and what issues they have, and take a look at their, you know, prior tax returns, prior financial statements, look at their history and then talk about what needs to happen in the future. Many times, some sort of research project will come out of that. So we will look into that; either me personally or staff person will look into it. I’ll have them take the first stab at it, and then I’ll sort of clean it up and give to them our conclusions to the client our conclusions. And then from there we can make decisions on how to handle whatever the issue is. If it’s just preparing a tax return, then it’s pretty straight forward. If it’s like a tax audit or something, then we start gathering documents and creating our deliverable.

Q: Could you describe the primary audience or audiences to which you are normally writing and for what purpose?

A: When I talk about like sixty percent of my time is a lot of emails, and those are with clients. So those are generally owner-managed businesses, so either directly to the owner who is managing it, or perhaps a CFO or controller who is taking point on the financial matters. So that would be the primary audience. When it’s something a little more involved with like an IRS notice, then the audience would be that taxing authority or perhaps directly to an agent. Where I’m writing articles, that is either geared towards CPAs and teaching them more about that issue and that would be the audience, or else it might an article where the audience is maybe prospective clients or other owner-managed businesses in like a certain field.

Q: Can you talk a bit about, like, what’s at stake in the writing that you do?

A: My relationship with my clients and their trust in me. Being able to communicate clearly is kind of– I mean, anybody can prepare a tax return – like literally, you don’t have to be a CPA to do that – but you need to have a good foundation relationship. We don’t just prepare tax returns, there’s more to it than that. But if a client is just thinking about it from a compliance point of view like, “I just have got to get this form completed”, then I’m not doing my job in conveying the value that we can provide.

Q: Other than clients, is there anyone that oversees the writing that you do? If yes, could you provide just brief description of their title and their role in your organization?

A: CPA firms are usually organized as partnerships, and so the [? 7:27.3] partners them. So the partner would be whoever– so every client is sort of assigned to a partner, like the partner is responsible for that relationship, and like, officially within the firm. And then they delegate me to handle the issue. So my role is– basically I’m the primary point of contact, and working with the staff to make sure the work gets done, and then review it and make sure it’s done correctly. And then any questions that come up, that goes back to the partner to decide on how to handle that, how to communicate that to the client if it’s sensitive. And so most of my career, any letters that went to IRS or taxing authority would go through one of the partners first. But as a manager, that doesn’t really need to happen. So it’s mostly just communication on how to handle an issue. But yeah, for much of my career, I write all these letters and the partner would like, red-line it and make it to his tone of voice, or her tone of voice, or whomever was looking at it.

Q: Have you had any writing training or education since graduating from college?

A: Not directly. I’ve taken a couple of leadership courses/seminars. But I don’t think writing was directly– communication was a topic for sure, but I think those mostly focus on verbal.

Q: What do you do to prepare to write, for example, research, interviewing, or pre-drafting?

A: I mean, I’ll research it if there’s something that needs to be researched. But usually if it’s just a notice response or something like that, it’s kind of standard and it’s very contingent on the circumstances that the client was under. So I’d interview the client, what are the circumstances, and then you, as my bosses write: write the saddest story that the truth will allow. You know, so that’s one way to think about it.

Q: Can you elaborate on that a little bit [laughter]. That’s fascinating, can you elaborate a little bit about that?

A: If you’re requesting like an abatement of a penalty or something, then you know, the saddest story the truth will allow. I mean it’s, you know, “my dog died, my wife got sick, my car broke down, and I ran out of”– you know, it’s just whatever the circumstances are, you write it in a way that’s like, “it was so sad and it was so awful and they couldn’t possibly have filed that day. But look! They did it two days later and it will never happen again and they have reached out to a professional to ensure it will never happen again and we’re on top of it” – and that’s sort of how you write these things.

Q: So it sounds like there is some persuasion there.

A: Yeah.

Q: Outside of email as a form of writing, does revision ever occur in your writing and, if so, what kind of process do you go through to revise?

A: I try to be paperless, but I usually catch these things after I print it out and just read it cold, basically, if it’s important. Even with email too sometimes, if it’s sensitive at all. And I’ll just set it aside and come back to it and try to re-read it, as if, from their perspective.

Q: How long do you typically have to complete a writing project?

A: Like an hour [chuckles]. Maybe. By the end of the day.

Q: Earlier you asked about types of documents that you write. Were you familiar these genres when you were a student? And if so, how did this affect your approach to them coming into the workplace?

A: Which genres?

Q: The email, or informational writing, persuasive writing, even things like the things you write to the IRS, those sorts of documents.

A: Was I aware of them when I was in school?

Q: At least in the style in which you engage with them now.

A: Not really, no. I guess it’d be mostly like English classes, mostly like kind of reading comprehension, and “did you understand that?”, and then you sort of regurgitate it with a slant. And then history would be just kind of facts and writing it out. I’ll say that probably the most valuable class I had – and since I saw this notice I’ve been trying to remember and I just can’t remember – but I had a professor at Mary Washington who did– it was a business class on business writing, which I think was probably the most valuable in my career, about, you know, don’t– basically don’t use filler words and be as concise as possible, and just kind of the opposite of you know, “minimum of seven pages!”, for these other types of classes. So that was probably the most valuable in terms of business writing that I can see all of my staff need something like that. But, persuasive writing, I don’t think– no, we didn’t have to do any of that. IRS notices never occurred to me [chuckles] to write about that. Email I certainly was aware of.

Q: Are you able to identify any change in your writing style between college and your current time writing in the workplace, and if so, to what would you attribute this shift?

A: Certainly I’ve had more practice at being concise and trying to get to the point quickly, even if it’s a client or you know, IRS agent or something. You have to state your point right away, or else they’re not going to be engaged. It’s not so much with the rules and English – you know, it’s like an introductory, a body, and your conclusion – you kind of lead with your conclusion. It’s like, “I’m writing in response to this, and we believe that this isn’t correct”. And then you state all of your reasons, and then yes, you have a conclusion, but you kind of have to get to the point right away, there’s no introduction really. Much less.

Q: What challenges did you face when entering the workplace as a writer? In what ways did you feel prepared or unprepared to write in the workplace? How does that compare to the challenges that you face now?

A: In what ways did I feel unprepared– I mean that one class helped a lot with preparing and sort of having an idea of, okay, I’m going to try to be really concise here. But having practice in really doing it in practical ways – I did not feel prepared for that. So, basically the way I was trained is I would, you know, take a stab at it, write it up, and then they would, it would just get marked up and completely changed. What I found most interesting is these, even in emails or letters, is it’s very tonal. Like I think in school it was like, try to be as, I don’t know, third person and detached, almost. And in the writing that I do, it’s more personal. When I’m writing a letter for this person’s client, I have to lead off with “Ladies and gentleman!”, and I have to have a certain tone. And when I’m writing for this person, it’s “Dear sir or madam”, and it’s a totally, it’s a different tone. So it’s, people are very particular.

Q: How would you say that you learned to navigate the differences in those kinds of tones?

A: Practice, I don’t know. Just trying it over and over again until it got the point where he’d always be happy with the letters I write, to the point where he’s like “I don’t want to see them anymore, you sign it”. And so I was like, okay now I can do it, and then I could actually start writing them in my tone [chuckles]. So not as much of a “Ladies and gentleman!” sort of author. But it’s been interesting. Yeah, that’s kind of just helped me to develop, just like being exposed to the different [? 17:09.9] people have.

Q: What practical steps did you take in the office to overcome any early writing challenges, for example, looking at documents performed by other writers or asking questions of more senior writers?

A: Yeah, I mean I might go online and just Google how to format something, or read a couple of samples. Or I’d go back in the work file and figure out how we had responded to something for some clients in the past. Fortunately everything was sort of paperless, so you could do a search, IRS letter or something, and try to just find other examples that he’d written before, or whomever had written. Can you say the question again? I feel like there was another piece to it.

Q: Any practical steps taken in the office to overcome early writing challenges?

A: Yeah, pretty much that looking at history and mostly just trying it and it being just totally rewritten every time, the first couple years.

Q: Would you consider yourself to be a successful workplace writer?

A: Maybe average [chuckles].

Q: On what criteria are you making that judgement?

A: People usually understand what I’m trying to say. Not always [chuckles].

Q: How do you, or how does your boss, judge the success or quality of your writing that you do?

A: I guess if it’s like an appeal, and whether it’s successful or not. So those tend to get rewritten a lot more often and I’ll go through a lot of versions of that; usually pretty good success with that. Where I say I’m like average is usually with email correspondence, where if you’re writing it quickly, and then– email is so difficult because you can’t hear the tone, and so you’re trying to respond quickly, but sometimes the message isn’t always completely received, or if I could’ve written it in a different tone, it would go better. So that’s, those are unsuccessful communications where you didn’t, maybe didn’t fully explain it or assume they remember that email from two days ago that we already talked about this and just explaining further. But, by and large, it’s successful. The message gets across and I keep my clients.

Q: Last question. What skills do you think are most central to writing in your specific workplace and function?

A: I don’t know what you mean by that [chuckles]. Skills, like English, I mean, vocabulary? What do you mean?

Q: What traits that you think you have as a writer – or successful writers in your workplace – what do you find to be common? Any common traits or skillsets in writing that you think lead to success in writing in accounting?

A: Being able to get to the point quickly, and being concise. Keeping people’s attention and I’d say being really clear and keeping your tone neutral or positive. Like I have a partner in the firm who will get in trouble all the time for writing those nasty emails, and she didn’t really change what she typed, but she started just inserting smiley faces [laughter]. So, “this is my tone when I am writing to you in this manner, you know, I’m writing”, but you know, but it doesn’t read like that, but you throw in a smiley face. So I think that’s just crucial, is being able to keep it neutral or positive when you don’t intend to offend somebody but you, sometimes you do accidentally. Or knowing when not to put it in writing and when to have a conversation.

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