Ruth Bader Ginsburg taught a former law clerk to be a strong writer.
In one short sentence, Ruth Bader Ginsburg taught one of her law clerks the secret to strong writing. Ginsburg said:
"Never use four words when three will do."
Ginsburg was a precise editor, says UC Berkeley law professor, Amanda Tyler. Although Tyler worked for Ginsburg in 1999, the two kept in touch and, just weeks ago, Tyler was still exchanging emails with Ginsburg to get RBG's help on Tyler's book.
"She was still teaching me about the craft of writing--how important precision is," Tyler says. "Every word had to count."
Here are three strategies that made Ginsburg a great writer. These tips will improve your writing, too.
1. Set up constraints.
Writing will fill the space its given.
Attorneys are given 50 pages for their opening briefs at the U.S. Supreme Court. "It's not necessary to fill the space allotted," Ginsburg once suggested. "In some cases, it can be said in 20 pages."
Constraints will improve your writing. The classic example is Abraham Lincoln's speech at Gettysburg. At 272 words, the Gettysburg Address took Lincoln just two or three minutes to deliver--with interruptions for applause. A newspaper reporter who covered the speech revealed that Lincoln had worked on the speech for weeks because writing a short speech is harder than writing a long one.
Remember that most presentations start with the written word. Impose limits on how much you write. There's a reason why all TED Talks are limited to 18 minutes. By placing a time limit on each speaker, the presentation is clearer and more compelling.
Rambling on and on about a subject is easy. Choosing the precise words to make your is difficult.
2. Start writing and edit ruthlessly.
Start writing. You can edit later.
I've written ten books. The original draft of my books have 90,000 words or more. The final manuscript must be cut to 70,000 words. Eliminating extraneous information or unnecessary words is easier than adding. That's why it's important to just start writing.
Editing comes next. In 1914, British author Arthur Quiller-Couch used a phrase that almost every writer knows today: "murder your darlings." He meant that good writing requires ruthless editing.
In his book, Writing Tools, writing coach Roy Peter Clark suggests that you cut the big stuff first. For example, Maxwell Perkins edited Thomas Wolf's work, "manuscripts that could be delivered in a wheelbarrow." In one famous example, Perkins reduced a four-page passage into six words: "Henry, the oldest, was now thirty."
Clark says that writers should prune the big limbs first, then shake out the dead leaves. Look for major chunks of content that you don't need.
3. Read it out loud.
Ruth Bader Ginsburg would often read her opinions out loud to make sure her words sounded clear and compelling. She called it the 'read aloud' test.
Reading your words aloud is a good tip. If you run out of breath when reading your sentences, they're probably too long.
In business writing, most sentences should be short and declarative.
Most sentences that contain more than 25 words are hard to read and difficult to digest and so it's best to keep each sentence to 15 words or less to help the reader.
The previous sentence contains 33 words, several clauses, and unnecessary words.
Let's try it again. This time I'll break the sentence into two and delete several words:
Sentences with more than 25 words are hard to digest. Keep your sentences to 15 words or less.
The two sentences are easier to read because I reduced the word count by 45 percent.
Good writing is hard, but it's a skill worth building.
via Inc.com https://www.inc.com/
October 1, 2020 at 01:08AM
Sendinblue raises $160 million to automate repetitive marketing tasks
Sendinblue, a marketing automation startup founded in 2012, today announced that it raised $160 million. A company spokesperson says it will be put toward accelerating Sendinblue’s go-to-market efforts as the company experiences growth during the pandemic.
Lockdowns and shelter-in-place orders aimed at beating back the novel coronavirus have forced marketers to fully embrace digital. According to a report published by The CMO Survey, some 60.8% of respondents indicated they’ve “shifted resources to building customer-facing digital interfaces” and 56.2% transformed their businesses to focus on digital opportunities. Moreover, marketers reported increased openness among customers to new digital offerings introduced during the pandemic and greater perceived value in digital experiences.
Sendinblue, which was cofounded by Polytechnique graduate Armand Thiberge, competes with companies like Mailchimp and offers solutions aimed at expediting common marketing tasks. Initially focused on email, the company pivoted to address increased demand from businesses for online acquisition and loyalty tools. Using its pipelines, clients can start by sending newsletters before diving deeper with templates and chat tools that tie into their websites. Sendinblue says these products were designed to be accessible and used by marketers without technical knowledge, so that they appeal to a range of companies in industries like hospitality, construction, ecommerce, and manufacturing.
Sendinblue’s platform provides a range of email, SMS, and chat messaging tools as well as integrations with existing customer relationship management systems. Via transactional email and segmentation, customers can set up the design, engagement, and discoverability of messages and send messages in a more targeted way. And with landing pages, signup forms, and retargeting, those customers can create more targeted visitor experiences and grow their email contact list while showing ads to websites visitors as they browse other websites.
But Sendinblue’s differentiator lies in automation. Leveraging AI and machine learning, the company’s email bot — MailClark — extracts relevant content from emails, prequalifies them, and handles certain actions to optimize response time. Sendinblue customers can use MailClark either within the platform or integrate it with third-party apps via an API.
Even before the pandemic, Sendinblue claims it achieved 60% year-over-year growth. But between March and June, the company saw a 50% uptick in business and reached over 180,000 customers across over 160 countries. With 70% of Sendinblue’s revenue coming from abroad, Thiberge says he plans to focus on international expansion. Just recently, the startup opened its first office in Toronto, bringing its total number of offices to five and its headcount to over 400 people.
Sendinblue previously raised $33 million in September 2017. This latest round, which was led by Bridgepoint Development Capital and BPI, brings the startup’s total raised to nearly $200 million.
Sign up forFunding Weekly
to start your week with VB's top funding stories.
via VentureBeat https://venturebeat.com
October 1, 2020 at 12:53AM