A Commercial Writer by any Other Name

by Judith Ellison Shenouda

I must admit that I just didn’t get it. The theme for this issue, commercial writing, didn’t speak to me. Unlike other columns, I needed to do a bit of research. My Encarta World English Dictionary defined commercial as “relating to the buying and selling of goods and services,” “appropriate or sufficient for the purposes of trade,” “produced in bulk for industrial use and often unrefined,” “done with the primary aim of making money.” Hmm, this helped somewhat. With a Google search, I landed on several Web sites of commercial writers and found words that did speak to me – corporate, marketing communications, copywriting, even technical writing. On these sites, the writers’ portfolios included brochures, newsletters, Web content, manuals, and more. Now I am on very solid ground. I have been doing commercial writing for years, but have called this rose by another name – technical and business communications.

What is included in a commercial writer’s portfolio?

To give you a sense of the opportunities, here are some of our recent commercial writing projects.

• When a radiology practice offers a new service, my business writes an article for the Health supplement of the suburban press. We’ve written on radiology’s role in diagnosing and/or treating breast cancer, colo-rectal cancer, uterine fibroids, and varicose veins.

• Also in the healthcare arena, we’ve written Web site content on obesity, nutraceuticals (i.e., food substances that can provide medical or health benefits, including the prevention and treatment of disease), superbugs (i.e., bacteria that have developed resistance to certain antibiotics), palliative care, and more. Hardly glamorous stuff, but critical information for those who want to be savvy healthcare consumers.

• A not-for-profit, faith-based organization is involved in a campaign to raise money that will raise roofs (i.e., build houses). We researched the organization, its mission, its history, and its new initiative; and then we created an identity with business card, letterhead, PowerPoint presentation template, and brochure. We wrote the copy and also provided the graphic design. The unified, finished look sends the right message to potential donors.

• A human resources consultant has an assessment tool that helps educators make sound hiring decisions. We learned about his tool, benchmarked it with competitive tools, wrote copy, and designed a two-sided flyer. Using a professional writer and graphic designer resulted in a marketing piece that added to his credibility when marketing this tool as well as other services. When this consultant and an employment attorney wrote an article for a trade magazine, we applied a keen editorial eye and transformed their draft to a finished, publishable piece.

Now that I’m on a roll, the list could go on. But, you get a sense of the endless possibilities in the area of commercial writing.

What’s the deal regarding making money?

Commercial sounds crass. I have a different take on Encarta’s definition, “done with the primary aim of making money.” Of course, the writer makes money. After all, we’re providing a service. As professionals, we’re doing an important job. Yet, there are many ways to make a buck and our work is not easy. It definitely is not a no-brainer.

This professional commercial writer and those working with me love, really love, our work. Though, to some, the content may seem dry, to us, there’s a higher purpose –We make it easy for men and women who must interact with expanding technologies to do their jobs and live their lives. The complexities of technology, products, services, and tasks are simplified in our publications, resulting in confident, competent, secure, productive, can-do end users.

So what if we call a rose a lilac?

Commercial writers (aka corporate, business, or technical writers) care deeply about choice of words, because we are communicators. We understand what the sender of the message wants to convey. We replace specialized and technical jargon with words that a non-specialized, non-technical audience understands. We are precise and carefully craft a message that the reader gets! A rose by any other name may smell as sweet, but calling a rose a lilac surely will mislead. Our goal is not to obfuscate. We clarify. We elucidate. And how very sweet it is.

Recommended reading?

Words, words, words. I recommend using the Encarta World English Dictionary to go beyond U.S.-centric meanings. For summer reading, why not brush up your Shakespeare and read Romeo and Juliet, the source of “A rose by any other name.”

© Judith E. Shenouda 2005

Editor of Technical Communications
Judith Ellison Shenouda is principal of Shenouda Associates Inc. She earned a Master of Arts degree in Literacy Journalism from S.I. Newhouse School of Public Communications at Syracuse University in Syracuse, New York, USA. She completed additional courses in curriculum design and development, group dynamics, information studies, publication management, and project management; and has New York State Certification to teach Secondary English. Prior to starting Shenouda Associates Inc. in 1986, she taught English and Language Arts courses, provided academic support and career services, and worked as a freelance writer. She is a senior member of the Society for Technical Communication, a member of Toastmasters International, and a frequent presenter at local, national, and international conferences. She would be pleased to speak to your organization on topics related to starting a business and keeping it going; creating effective technical, business, and marketing communications; and managing the projects in your professional and personal life.