The Drama of the DMV, aka Why You Need Precise Words

I recently moved to a new state. I need to update my vehicle registration and get a new driver’s license. I did this a few years ago and don’t remember it being all that difficult, and so wasn’t prepared for it to be that hard this time around, either.

I went online to my new state’s DMV website to figure out if I needed to get my license first and then my vehicle registration, or the other way around.

Wow, does the person responsible for my state’s DMV website like to write. There are words upon words upon words all over this site.

I spent – no joke – at least three solid visits to this site, reading carefully, and copying the sections that pertained to me into a word doc, so I could create a series of steps that I needed to get all of this done.

My goal was to compile a list of documents that I needed to gather, plus the order of operations as to where I needed to go and when.

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This is a fraction of the dense text I had to wade through, on only one of the several pages I needed to consult. 

This should not have been that hard, and at first glance, aside from needing to wade through all of those words, it wasn’t.

I put together my list of required documents. I added a few extra that I have at hand, so I show up loaded for bear.

I saw that I needed a vehicle inspection prior to getting my license. So, the order of operations was clear: inspection first, appear at DMV second. Got it.

Today, I went to a nearby Jiffy Lube and asked if they do vehicle inspections. “No, only the DMV does inspections for registration,” the man there said.

“Only the DMV?” I asked.

Yep. It’s essentially one-stop shopping, which isn’t a bad thing, I suppose, except, remember that part where I went to the website several times and read through it with a fine-toothed comb?

Somewhere in all of those words, it either didn’t say that you had to get your registration at the DMV itself, or it says it somewhere on that site but is so buried, good luck to anyone trying to figure it out.

How about, instead of all of those words upon words upon words, the DMV offers a simple checklist for people just moving here from out of state. Provide an order of operations, along with the list of necessary documents. It shouldn’t require reading through multiple paragraphs of dense text plus going back and forth between several pages to find the necessary information to accomplish a simple task.

This experience made think about what I do with my writing business, and why I have chosen to call my business “Precise Words.”

I have been given a lot of advice from people in the writing community about how I need to have a niche for my writing to take off. Choose a specialty, they say, perhaps personal finance, or wine, or pet care, or…?

I’ve been lucky to have worked in a variety of different fields, including personal finance, wellness, real estate, travel, retail product descriptions, direct mail fundraising for nonprofits, and blogging for small businesses as varied as air purifier companies to landscape businesses to commercial packaging plants. I’m working on adding wine writing and more real estate and travel writing to my portfolio.

“Precise words” IS my niche. Plenty of people think that in order to write effectively, you just write down all of the things in your head and shove it at people.

Please do not do this.

The result of that approach is the DMV website with all those words that don’t really say anything you need.

My skillset isn’t just about knowing which words to use, it’s about knowing when to use fewer words. This is important. This is also a skill that comes with training, education, and lots and lots of practice.

There’s a saying that when you hire someone to provide creative services, you aren’t hiring them for the minutes or hours it takes them to provide the work; you’re hiring them for the decades of practice and experience they have put in to honing their craft.

So, if you have a website with all those words, and you aren’t sure it’s saying the things you really need it to say, don’t be like the DMV. Reach out to me and let me help. I can use my writing precision to help you say exactly what you need to say in the clearest, most effective way possible.

 

 

 

The Power of Precise Words

PenI’ve had the privilege to do some copywriting for Nathan Yates at ForwardView Consulting. Not too long ago, he asked if I would write a guest post for his blog, about the power of precise words.

He said he thought that would be a great topic to write about “because many clients don’t initially want to pay for website/brochure copy or blog posts . . . until they struggle writing everything themselves.”

I hear that, Nathan. In my experience, clients typically fall into two camps:

  • They are perfectly capable of writing their own content, and they know it, so they don’t want to pay someone else to do it. Except the business takes their attention in so many other directions that writing content tends to fall low on the list of priorities.
  • They think they can write the content themselves, but really shouldn’t. They have have the ideas, but not the writing skills or experience, and their talents are best used in other aspects of the business.

Nathan and I both see the same end result. As he astutely put it: “We ultimately write the copy once the client gives up after a few weeks, but that creates a long delay.”

So, I put together this piece about how hiring a copywriter can actually save you time, money, headaches, stress, and generally make you, and your business, look terrific.

I hope you check it out, and feel free to reach out to Nathan or to me to discuss what we have to offer!

My Favorite Client

I have a secret: I have an all-time favorite client. I know, I know, clients are supposed to be like children, right? It’s bad form to have a favorite? Yet, one of them stands out from the rest and always has: The Marine Toys for Tots Foundation (TFT).

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Years ago, I worked for a direct mail agency. We specialized in direct mail fundraising campaigns for nonprofit organizations. While at this agency, I was the writer of record for the Marine Toys for Tots Foundation. I wrote fundraising appeals for them for years, and that remains some of the work about which I am the most proud.

TFT was easily my favorite client, for many reasons, in no particular order:

  • They were easy to work with. Let me tell you, the Marines run a tight ship (no pun intended). They are on time, always. They do what they say they will do. If there is a deadline, they will meet it. If they say they will send you source material, they send it (as opposed to saying “oh, just have the copywriter come up with something.” Ahem.).
  • This is the charity that sells itself. The bottom line is that it’s just not hard to rally people around the cause of children, toys, and Christmas. This is a cause that transcends religion, race, politics, gender, and anything else that tends to divide people. I have yet to meet the person who can’t be bothered to provide a simple, new, unwrapped toy for a child at Christmas. We all know the impact that doing so can make on a young life. We all know how easy it is to share our own bounty.
  • The low program expense ratio. To this day, close to 98% of donations received go toward the mission of providing a little Christmas to as many needy children as possible (Source). When you donate to the Marine Toys for Tots Foundation, you know exactly what your money is going to buy. Many donors find that comforting.

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Even though I have moved on from that agency, and have not written for Toys for Tots in some time, I still think about them every year when I trim my own Christmas tree, because I still have, and treasure, the Christmas ornaments given as favors at the annual Toys for Tots Foundation kick-off luncheon. Hanging those ornaments on my tree, I remember each family’s story I was privileged to read about and then to write about in an effort to support a very good cause. I am grateful for the opportunity to play a little part in helping make those families’ holidays special.

P.S. You can read some of my work for TFT on my Samples page.