Show them examples of good writing

While examples of bad writing are all over the place, examples of good writing are sometimes hard to find. But when you have such an example, you have gold. People can do an amazing job following a good example: "Oh, that's what you want!"

When a good example does cross your desk, by all means send it to all your writers—and then congratulate the person who wrote it.

When a good example does not ever cross your desk, then you need to take a harder step. You need to create a good example. You can do that two ways:

• You can write the example yourself.

• You can get a good writer to write one for you.

The effort, believe me, is worth it. And if you can't find a good example from your people's writing, the effort is especially necessary—and especially worth it.

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