Turn 20% into 80%

Thanks to Gary Bencivenga for reminding us about The Pareto Principle, which states that 20% of your customers give you 80% of your business. He tells us that it also applies to other aspects of your life. For example, you probably wear 20% of the clothes in your wardrobe 80% of the time. Most people find that they only spend 20% of their working week doing that which gives them 80% of their satisfaction. When I was a manager, I spent most of my time doing tedious admin. Now, as a freelance marketer, I spend nearly all my time on writing and PR, make a bit more money and- most importantly- am much happier.

How To Write

While I was preparing some advice for a client on writing press releases, I came across these words from the nineteenth century writer John Ruskin. The points he makes apply to any kind of writing- press releases, blogs, direct mail, novels:

"Say all you have to say in the fewest words possible, or your reader will be sure to skip them; and in the plainest possible words or he will be sure to misunderstand them."