Critically Scarce"?

Can something be "scarce" but NOT "critically scarce"?

From New York Times (June 7, 2008):

"... housing was critically scarce along the Gulf Coast after Hurricane Katrina."

?

This is like saying "the house was painted green in color." Green is the color, and what's scarce is by definition "critically" so.

It's enough and more proper to say something is painted green, period; or that the housing is scarce. Full stop.

Non-Parallel Construction

Even important publications like NYT or WSJ are not immune to generating weak prose, constructed with non-parallel clauses.

Here is one from New York Times (June 7, 2008):

"The hunger strike is meant to pressure federal officials, and comes as Congress is debating an expansion of the guest worker program..."

There's nothing "wrong" with this sentence except a passive-voice clause is followed by an active-voice one.

This is how I'd edit it:

"The hunger strike aims to put pressure on the federal officials, and comes as Congress is debating an expansion of the guest worker program..."

Scheduling Posts

Now you can schedule your posts in advance if you are using Blogger.

WordPress had that functionality for quite a while.

I congratulate Blogger for the innovation for a good reason -- whenever I had WordPRess blogs they've been assaulted without mercy by comment spammers.

With Blogger, knock on wood, that has never been an issue and I'm using Blogger since year 2000. I hope one day WordPress developers will also learn how to protect their bloggers against such nuisance.

Something new -- if you're looking for an HTML editor which has a built-in advance scheduling function, try Xsite Pro 2.0. It is the only HTML editor I know (not Dreamweaver, not GoLive) which allows you to schedule your web pages in advance and publishes them according to your schedule. Indexing robots love that time-release stuff.

Technical Editing

EXAMPLE: Once the startup condition is attained, the user can launch the module.

BETTER: After starting the system, the user can launch the module.

"Energizing"

Some of the worst excesses of copy writing give the trade a bad name.

Take the following lonely adjective I noticed printed on the label of a bottle of shampoo:

"Energizing..."

Now what the heck does that mean, really?

Energizing WHAT? Does it mean I'll have more energy when I use that shampoo? Of course not.

How much more energy we're talking about? Are we talking in terms of Calories?

Etc. Etc.

Total nonsense and yet someone was paid to write that, and another to place it on the label.

When I see empty rhetoric like that masquerading for good writing, I feel like breaking my keyboard and selling used cars for a living.

MEGA MILLIONS - "Learn from History" ???

(Click the image to enlarge it.)

That's the first sentence that greets you when you visit the "Recent Drawings" page of MEGA MILLIONS LOTTERY.

LEARN FROM HISTORY? If we could do that, that would mean the lottery drawings are NOT random!

The whole point to a lottery is that all drawings are (supposed to be) RANDOM and INDEPENDENT from each other.

For anything to have a HISTORY it has to have events that are NON-RANDOM and NON-INDEPENDENT.

I'm really surprised that the Mega Million lottery officials are suggesting that we can "learn" anything from studying the "history" of these drawings.

What do they exactly mean by that, I'm really at a lost.

For a perfectly random and FAIR drawing, we should NOT be able to learn anything by studying the "history" of past drawings.

Do the lottery officials know something that we don't?

Or is it a case of a careless copy writer who has not taken probability at college and who does not know what an "independent event" means?

They need to hire a good technical writer, right away.

STC Annual Conference, Philadelphia, PA

I've been at the STC (Society for Technical Communication) Technical Communication Summit and Annual Conference in Philly, PA since Sunday. A very exciting event for all technical communicators, with 1,250 in attendance from all across the USA, Europe, Japan, India, Korea, Israel, and a few other countries.

STC has organized 3 solid days of presentations on half a dozen subject tracks. There were so many workshops and seminars that I wanted to sit in but had to skip most of them since there was time enough only to attend three a day.

I'm surprised by the strength of localization and translation companies among those who rented a booth in the exhibition hall. The ones I talked to acknowledged growing competition but also seemed pleased with the direction in which their business is heading.

XML was a big focus area, as evidenced by the opening panel discussion on Sunday evening. All technical communicators need to pay attention to XML's growing footprint in corporate communications.

I've also had the opportunity in this Summit to meet many authors and educators whose work I've known for years but never had the chance to meet in person previously.

Adobe and MadCap as well as AuthorIt were among the corporations who've invested big time in this conference as main sponsors. I assume Adobe has spent a little more than the others as the Platinum Sponsor of the event. The two seminars presented by Adobe's very-qualified R.J. Jacquez were among the best that I've attended during this conference.

Other corporate participants and sponsors of note: TechSmith, DocToHelp, Ken Cook Co., CARA, and Texas Tech Univ. Distance Learning Division.

I'll continue to share the lessons and my impressions of this excellent conference in the days ahead. Perhaps I'll meet you next year down in Atlanta where the 2009 STC conference will be held.

For more info, please visit www.stc.org

STC Annual Conference

I'll be at the STC Annual Conference next week, held in Philadelphia, PA. It's going to be an exciting conference and I'll file my impressions on a daily basis right here.

One issue that I see surfacing these days is the very definition of a "technical writer" since we tech writers usually do a lot more than just "writing." We also design information and do a lot in terms of page layout, graphics, single-sourcing, and illustrations.

So the new term is "technical communicator" but the Labor Department is still resisting the redefinition.

I'm all for the "technical communicator" label since in all honesty we do a lot more than just "writing." Try creating a structured FrameMaker document and you'll know what I mean.

Writer, 98, Writes His First Novel

This is the sort of inspirational story that I love...

Writer at 98 writes his first novel and starts a memoir: "My First One Hundred years". You gotta love a guy with a sense of humor like that!
http://www.sfgate.com/cgi-bin/article.cgi?f=/c/a/2008/05/28/DD2T10SJEI.DTL

~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~

Osmond Molarsky has been writing all his life. He's written ad copy, radio documentaries, U.S. Navy training films and a series of children's books. But it wasn't until last year that the 98-year-old Mill Valley resident wrote his first novel, a contemporary political satire called "The Noah Hour."

So far, though, no takers. "I've sent query letters to publishers," Molarsky says. "I've tried agents, and they're all looking for 'chick lit.' A lot of them say that right on their resume."

New Technical Writing Info Mail List now available

Are you interested to change careers and become a well-paid and well-respected Technical Writer?

"Technical Writing Weekend Boot Camp" classes are forming. Write your first software manual within 2 days.

I'll be teaching these classes personally. I'm looking forward to share my 10-years Fortune 500 techncial writing experience with all my students.

Class size limited to 15.

Sign up with this info list and receive both information on these classes and free tech writing tips and tutorials.

http://www.learntechnicalwriting.com

Human factor -- still important

In this day and age of mega-total-automation we tend to forget the human labor that goes into every word, every package of meaningful information.

Here is a video title from CNN Fortune website.

An accident that really happened because someone was too tired to type "An accident" correctly.

The idea is not to nitpick on human frailties but to call attention to the continuing importance of quality labor and human expertise which will be important even in the year 4008.

You can automate quality up to a certain point. But after that, there'll always be a need for well-trained people who do their jobs well.

AFI CENTER Can Use a Better Subtitle

Some titles can be correct bur imbalanced if they are constructed in an unparallel fashion.

Here is a good example: the subtitle of the splendid AFI CENTER in Silver Spring, Maryland.

This is a great movie theater and a cultural center; one of the best I've seen anywhere.

But look at its official subtitle:

"Theater and Cultural Center" !?

"[NOUN] + [ADJECTIVE] CENTER"

There are two BETTER and more balanced alternatives:

Theater and Culture Center [NOUN + NOUN]

or

Theatrical and Cultural Center [ADJECTIVE + ADJECTIVE]

Obviously, the second one is a bit funny since a BUILDING cannot "act theatrical" or "be theatrical" as an inanimate object.

So the correct copy solution here would be:

THEATER AND CULTURE CENTER

But that's all right. 99% of people will not notice the imbalance anyways.

Heparin: Bad Product Design is a Public Threat

I keep saying this for years and some people think I’m exaggerating: “Bad information and product design can main and even kill.”

Here is an amazing recent example of how badly-designed products can cause needless injuries and pain, as it happened to movie star Dennis Quaid and his wife who almost lost their newborn baby when an abnormally high dose of Heparin (a blood coagulant) was given to the poor infant.

I’m not referring to the claim that Chinese-made Heparin bottles contain contaminants.

I’m referring to the lunatic label design that, in the hectic conditions of an emergency ward, makes applying 10,000 units of Heparin instead of just 10 a very simple mistake to commit.

Just look at these bottles…

The one on the right is 10 units and the one on the left is 10,000 units!

Same size bottle. With almost same shade of blue label! Perfectly designed to commit a 1,000-fold error...

Is it a wonder that many nurses ended up injecting the wrong doze and thus inadvertently endangering lives?

Who can blame them when a critical product has this kind of totally unacceptable label design? I don’t.

To its credit, the company that manufactures Heparin has changed the packaging of these two different dozes. I understand now one of the bottles has a bright RED label. Duh!

Whoever designed these unbelievably-close blue labels should be fired and never allowed to design anything again. Period.

On Radio, Have a Domain Name that People Can Remember

I always have my radio on when I drive.

Here is a law office commercial I heard today, followed by the instruction to visit their web site:

"Visit us today at Kimmel, Wellerstein, Zimmertwolds..." etc etc, one of those long typical law-partnership names (I made up this particular one).

And then comes the kicker -- the anchor actually starts to SPELL OUT each and every letter in the DOMAIN NAME!!!

"... that's, double-u, double-u, double-u, dot, K, I, M, M, E, L, W, E, L, L, E, R, S,..." on and on and on...

Good Lord! What do some people think when they put together these incredible commercials? That we have an IQ of 300?!

Who can remember such a loooooong string of letters? What a waste of money.

My advice: get a domain name that people can actually remember when they hear it for the first time. Then forward it to your existing site.

Surely www.lawyer.com is taken. But what about "www.yourlitigationexpertsinnebraska.com" or something like that?

Some of those domain names I'm sure are also taken but you can find one that's available and also easier to remember than that dreadful "double-u, double-u, double-u, dot, K, I, M, M, E, L, W, E, L, L, E, R, S, ..." disaster.

Use your common sense and ask yourself if you could've remembered your domain name if you were driving in your car and heard it on the car radio?

If you can't, perhaps it's time you select another easy-to-remember domain name for yourself and FORWARD it to you existing domain. That way you don't need a new web site either.

Perfect Copy Fuses Function with Benefit

Perfect copy that I saw today on the side of a mobile document-shredding truck:

"Cut identity theft!"

The verb CUT here is both function and benefit.

Function: this truck physically cuts (shreds) documents that carry information about your business secrets or identity.

Benefit: it therefore cuts (diminishes) the possibility of a stranger reading your documents and stealing your identity.

My score: 10 out of 10!

How to Generate Whitelisting Instructions?

There are zillions of mail servers out there.

If you are an email publication publisher, you have no idea who is using AOL, who is using EarthLink, or MSN, etc.

How can you make sure that your mailing won't be chucked away as worthless spam?

Here is a solution:

This web site can generate whitelisting instructions for an amazing variety of mail servers.

Just fill in the blanks and click the button and BINGO! It generates an HTML copy that you can post to your page and then direct your recipients to check it out to see what they can do to whitelist your emails, regardless of what mail server they use.

Neat huh?

A Road Kill on the Linguistic Highway

I just saw this copy on the side of a supply truck that belonged to Hair Cuttery:

"change your hair, change in your wallet"

Ouccchhh!

This could easily go into the textbooks as a perfect example of how to write BAD copy.

It is an excellent example of UNPARALLEL STRUCTURE.

If you start one clause with a VERB ("to change"), continue also with a verb in the second clause and do not shift to a NOUN ("change in your wallet").

Every time I see such crooked copy it's like getting punched in the face.

What was wrong with this, I wonder:

"change in your hair, change in your wallet"

Great Movie Review Copy

What an opener for a movie review:

TITLE: '10,000 B.C.': Time Bomb, By Kurt Loder

SUB-TITLE: The Stone Age itself may have had better movies than this.

The new Roland Emmerich movie "10,000 B.C." can be recommended to those who have (1) never seen Mel Gibson's vastly superior "Apocalypto"; (2) never seen the matchless "Lord of the Rings" pictures; or (3) never seen a movie before in their lives. To call the film derivative would be to over-praise it.

On the Internet, All is Global

Sometimes web designers get caught up in the illusion that they are building just a tiny little "local" web site, or that their employer is such a "well known" entity that "everybody" knows what their acronym stands for.

Mega illusion.

No matter how "local" your business is, if it's a public site, remember this: it takes the same amount of clicks ("one") to reach it from Mongolia as from Michigan.

So design it as though your visitor would be a total stranger. Otherwise you can frustrate even your local visitors.

Example 1:

I forgot the number of local newspaper or TV station sites which do not even bother to mention the STATE in which they are located!

For many times in the past I read a story I liked in a local publication. I then wanted to give full reference to the story but all I'd see on the page would be "Springfield Herald" (for example" or "Rockville News" etc.

But WHICH Springfield or WHICH Rockville?

If you spend a few minutes clicking on 3, 4 or 5 pages in a row, you eventually find the state but you end up asking yourself "why?"

Why does a local publication be so oblivious to the fact that people NOT from your neck of the woods might be visiting your site as well?

Why alienate them since you never know who will click and honor your advertisers?

Example 2:

Again the issue of acronyms... Some large organizations get so complacent that they simply forget to write the open form of their well-known acronyms.

AARP is a case in point.

I challenge you to visit www.aarp.org and find out what "AARP" exactly means!

If you find it let me know and I'd be happy to note it down. But if you can't, don't feel too bad because I've already spent 15 minutes to find it with no success.

I'm of course 99% sure that AARP stands for "American Association of Retired People" but why turn it into a mystery game and a puzzle?

Why frustrate the visitors who might not be too familiar with your acronym?

GOLDEN RULE: help your visitors easily find the MOST OBVIOUS INFORMATION about your company or organization like your full address, or the full name of your organization.

Frustrated visitors do not make profitable customers or members. They do not come back either.

Celebrating the Semicolon in a Most Unlikely Location

Cary Conover for The New York Times

Neil Neches, on a No. 5 train, underneath the placard that has earned him plaudits for his proper use of the semicolon.

By SAM ROBERTS

Published: February 18, 2008

It was nearly hidden on a New York City Transit public service placard exhorting subway riders not to leave their newspaper behind when they get off the train.

“Please put it in a trash can,” riders are reminded. After which Neil Neches, an erudite writer in the transit agency’s marketing and service information department, inserted a semicolon. The rest of the sentence reads, “that’s good news for everyone.”

Semicolon sightings in the city are unusual, period, much less in exhortations drafted by committees of civil servants. In literature and journalism, not to mention in advertising, the semicolon has been largely jettisoned as a pretentious anachronism.

Americans, in particular, prefer shorter sentences without, as style books advise, that distinct division between statements that are closely related but require a separation more prolonged than a conjunction and more emphatic than a comma.

“When Hemingway killed himself he put a period at the end of his life,” Kurt Vonnegut once said. “Old age is more like a semicolon.”

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