How-to Author Interview: Philip Yaffe

Philip Yaffe:

-- Author of The Gettysburg Approach to Writing & Speaking Like a Professional

-- Popular Writing Instructor of Persuasive Communication Skills in Europe

-- Former writer for The Wall Street Journal

-- International Marketing Communication Executive

Contact Information: phil.yaffe@yahoo.com

WELCOME!

I’m doing something different this month. I opted to interview an expert whom you don’t have on your bookshelves. Most fiction writers have never heard of Philip Yaffe.

I want you all to add clarity to your writing. Whether you are writing your novel, a press release, an article, or a bio, clarity is essential. Philip Yaffe’s book, THE GETTYSBURG APPROACH TO WRITING & SPEAKING LIKE A PROFESSIONAL, teaches you how to make your writing clear.

Philip Yaffe’s background includes writing for The Wall Street Journal and being an international marketing communication consultant. He teaches courses in persuasive communication in Brussels, Belgium.

THE INTERVIEW:

ML: 1. Your book, THE GETTYSBURG APPROACH TO WRITING & SPEAKING LIKE A PROFESSIONAL, was written for writers of nonfiction. How applicable is it for fiction writers?

PY: When I wrote it, I hadn't really thought about fiction writers. Except for expense reports, I had never written fiction. However, a few years ago, a budding novelist here in Brussels who had read some of my articles on writing asked if I could help her revise the draft of her latest effort. I was reluctant to venture into an area that I felt I knew nothing about (except as a reader), but then decided to give it a try. I was surprised and delighted to discover that the same fundamental principles of non-fiction writing that I teach can also dramatically improve fiction. We both agreed that the revised version was considerably better than the original.

ML: 2. In THE GETTYSBURG APPROACH TO WRITING & SPEAKING LIKE A PROFESSIONAL you identify three key characteristics of good writing, indicating that good writing should be clear, concise, and dense. What makes good writing clear?

PY: This is a question I always pose to my classes. The discussion usually goes something like this:

Question: What makes a text clear? YaffePhoto

Answer: It is easy to understand.

Question: What makes it easy to understand?

Answer: It is simple.

Question: What do you mean by simple?

Answer: It is clear.

You in fact end up going around in a circle.

The text is clear because it is easy to understand . . . because it is simple . . . because it is clear.

"Clear", "easy to understand", and "simple" are synonyms. While synonyms may have nuances, they do not have content, so you are still left to your own subjective judgment. However, what you think is clear may not be clear to someone else.

This is why I give "clear" an objective definition, almost like a mathematical formula. To achieve clarity—i.e. virtually everyone will agree that it is clear—you must do three things.

1. Emphasize what is of key importance.

2. De-emphasize what is of secondary importance.

3. Eliminate what is of no importance.

In short: CL = EDE

This is easy to say, but not all that easy to do. However, unlike the subjective definition—clear is clear because it is clear—the formula provides a kind of recipe for achieving the objective, then a test to see if you have actually done so. I offer a number of very useful tips and techniques. However, the crucial thing is to understand the formula and consciously strive to apply it with every keystroke.

ML: 3. How can fiction writers make their writing concise? What’s the benefit?

PY: The problem of being concise is the same as that of being clear; the conventional definition is subjective and circular.

Question: What makes a text concise?

Answer: It is short.

Question: What do you mean by short?

Answer: It doesn't have too many words.

Question: How do you know it doesn't have too many words?

Answer: Because it is concise.

Once again, I give a quasi-mathematical formula to solve the problem. To achieve conciseness, a text should meet two criteria. It must be as:

1. Long as necessary

2. Short as possible

In symbols: Co = LS

If you have fulfilled the criteria of "clarity" correctly, you already understand "as long as necessary". It means covering all the ideas of key importance you have identified, and all the ideas of secondary importance needed to support and/or elaborate these key ideas.

"As short as possible" means staying as close as you can to the minimum. But not because people prefer short texts; in the abstract the terms "long" and "short" have no meaning. The important point is that all words beyond the minimum tend to reduce clarity.

We should not be rigid about this. In a non-fiction text, if being "as long as necessary" can be done in 600 words and you use 630, this is probably a question of individual style. It does no harm. However, if you use 750 words, it is almost certain that the text will not be completely clear—and that the reader will become confused, bored or lost.

In a fiction text, you have greater latitude because in addition to conveying information you are also trying to convey mood, style, texture, emotion, etc. Readers of fiction are more generous than readers of non-fiction. But their generosity shouldn't be abused. Be wary of putting in elements that seem nice, but do not really advance the story. Fiction readers can also become confused, bored or lost

ML: 4. What do you mean by dense?

PY: Density is a less familiar concept than clarity and conciseness, but it is equally important. Density consists of:

1. Precise information

2. Logically linked

In other words: D = PL

Suppose you enter a room where there are two other people and say, "It's very hot today." One of those people comes from Alaska; in his mind he interprets "hot" to mean about 24° C (75° F). The other one comes from Florida; to him "hot" means 44° C (111° F).

You are off to a rather bad start, because each one has a totally different idea of what you want to say. But suppose you say, "It's very hot today; the temperature is 30° C (86° F)." Now there is no room for confusion. They both know quite clearly that it is 30° C outside and that you consider this to be very hot.

Using as much precise information as possible in a text gives the writer two significant advantages.

Mind Control

Let's not be embarrassed by the term "mind control", because this is precisely what the good expository writer wants to achieve. He needs for the reader's mind to go only where he directs it and nowhere else. This is exactly what precise information helps to achieve.

Reader Confidence

Using precise information generates confidence, because it tells the reader that the writer really knows what he is talking about.

Reader confidence is important in any kind of text, but it is crucial in argumentation. If you are trying to win a point, the last thing you want is the reader to challenge your data, but this is the first reaction imprecise writing will provoke. Precise writing ensures that the discussion will be about the implications of the information, i.e. what conclusions should be drawn, not whether the whole thing needs to go back for further investigation.

Precise data (facts) by themselves are insufficient. To be meaningful, data must be organized to create information, i.e. help the reader understand. There are two important tests to apply when converting data into information:

1. Relevance

Is a particular piece of data really needed? As we have seen, unnecessary data damages understanding and ultimately undermines confidence. Therefore, any data that do not either aid understanding or promote confidence should be eliminated.

2. Misconceptions

The logical link between data must be made explicit to prevent the reader from coming to false conclusions. For example: a specific situation may be confused for a general one; credit for an achievement may seem to belong to only one person when it really belongs to a group; a company policy may appear to apply only in very specific circumstances rather than in all circumstances, etc.

To ensure that a logical link is clear, place the two pieces of data as close to each other as possible, preferably right next to each other. When data are widely separated, their logical relationship is masked and the reader is unlikely to make the connection.

ML: 4. Here’s a quote from Robert Louis Stevenson that I pulled from your book.

“Don’t write merely to be understood. Write so that you cannot possibly be misunderstood.”

Do you have some tips for writers that speak to that quote?

PY: If you consciously and consistently apply the three formulas for clarity, conciseness and density, you are already well on the way to fulfilling Robert Louis Stevenson's dictum. If you fail to consciously and consistently apply them, then no tips will save you. That having been said, I can offer at least two tips. One is obvious; the other might be a revelation.

1. Avoid jargon

"Jargon" is words not normally used by the general public. Jargon words can be useful shorthand, because they allow you to say in a word or two what might otherwise take several words or even a full sentence. On the other hand, they can be totally confusing to people who are unfamiliar with them.

For example, “insult” is medical jargon for an injury or trauma. However, talking about an “insult” to the heart without first explaining this unconventional meaning of the word is likely to leave your readers scratching their heads.

2. Fully use hot spots

Words at the beginning and at the end of a sentence have stronger emphasis than those in the middle. These are known as "hot spots." Put key information into these hot spots to aid reader understanding. For example:

Poor

The national leaders met to discuss new trade relations between their two countries in the Royal Palace

Better

In the Royal Palace the national leaders met to discuss new trade relations between their two countries.

Best

The national leaders met in the Royal Palace to discuss new trade relations between their two countries.

ML: 7. You caution writers about weasel words slipping into their work. What do you consider weasel words? How can writers check for these annoying critters?

PY: "Weasel words" are words are ambiguous; they seem to say something but actually say nothing, except to the person who writes them. "Hot", "cold", "big", "small", "good", "bad"; "pretty", "ugly", etc., are weasel words because each reader is likely to interpret them differently, and certainly differently from how the writer intends.

Weasel words in a non-fiction text are close to being sinful, because they cloud meaning. They are probably less damaging in fiction; an occasional lapse is not critical. However, even in fiction, too many weasel words will almost inevitably lead to reader confusion, boredom and disinterest.

ML: 8. How does the Gettysburg Address tie in to your book?

PY: Four score and seven years ago our fathers brought forth on this continent a new nation, conceived in liberty and dedicated to the proposition that all men are created equal.

And that government of the people, by the people, for the people, shall not perish from the earth.

These are the opening and closing words of a brief oration delivered by Abraham Lincoln in 1863 at Gettysburg, Pennsylvania, to mark a pivotal victory in the American Civil War. Known to every American schoolchild, it is universally recognized as one of the greatest speeches of all time. What makes it so great? To my mind, it is because it incorporates all the fundamental principles, and many of the tips and techniques I try to teach in my book.

Quite likely Lincoln was not consciously thinking about these principles as he wrote. Few good writers and speakers ever do, because somehow they have assimilated them without ever actually having been taught them. Why? Most books and courses on writing and speaking focus on the superficialities without ever getting down to the bedrock of what these essential disciplines are truly all about.

Throughout the writing of my book, Lincoln's miniature masterpiece was my constant inspiration. In only 272 carefully crafted words, Lincoln says more than most people could say in several thousand. You may not have appreciated what a masterpiece it is when you were in school. But if you take a close look at it now, I hope and expect that you will.

ML: 9. The last question. Do you have any additional advice for fiction writers?

PY: Yes, keep on writing. I love reading what you do. And wish I had the imagination—and courage—to do it myself.

ML: Phil -- Thank you for being here -- all the way from Brussels, Belgium. We appreciate your time and expertise.

NOTE: If a blog post is cut off, click on the QUOTE button and the full response will be visible.

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Comments (19)

|163.192.12.xxx |2010-01-27 12:12:06 Dana Summers

Mr. Yaffe, I found your interview informative. Your comment on mind control hit home for me. Being a cartoonist, I know what it's like to attempt to control where my readers' minds go on a daily basis. I'm finding that writing fiction is the same process-except that those pesky 'clear', 'concise' and 'dense' items are applied on a much larger scale.

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|78.29.242.xxx |2010-01-27 16:49:03 Philip Yaffe - Dear Mr. Summers

Dear Mr. Summers

Thanks for your comments. The term "mind control" often puts people off, until they fully grasp it.

You are doing two things that I have always admired and never found the inspiration or talent to do, i.e. fiction writing and cartooning. I in fact did a few cartoons for my university school newspaper, but since I can't draw a straight line even with a ruler, it didn't last very long. So I turned to journalism and other forms of non-fiction (expository) writing.

I see that we have a small point of disagreement. My favorite breed of dog is the Boston bull terrier. However, my second favorite is the dachshund.

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|74.237.253.xxx |2010-01-27 14:05:33 Diana

Fascinating, Mr. Yaffe. Your interview proves your point: it's short, understandable, and packed with useful information.

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|78.29.242.xxx |2010-01-27 17:05:00 Anonymous - Diana

Dear Diana,

Thanks for your kind comments. Having no real experience in writing fiction (other than expense reports), I was rather anxious about being interviewed on a fiction blog. I am now somewhat reassured. Thanks.

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|174.51.223.xxx |2010-01-27 16:52:26 Cher

Mr. Jaffe your interview was very precise and you did achieve "mind control." Very informative. Thanks for being on Margie's blog today.

Hi Margie :-) (waving)

Cher

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|78.29.242.xxx |2010-01-27 17:11:58 Anonymous

Hi Cher,

I am pleased that you feel some things I said might be of value. Thanks.

Phil

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|66.20.36.xxx |2010-01-27 17:09:34 Courtney

Hello Mr. Yaffe,

I have read in other help books to eliminate unnecessary words but they way that you explain it really illuminated the idea. Thank you for the great information!

-Courtney

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|78.29.242.xxx |2010-01-27 18:23:55 Anonymous

Dear Courtney,

It's good to hear from you.

My basic criticism of other books and courses on expository (non-fiction) writing is that they are full of tips and techniques, but they don't clearly explain the handful of fundamental principles that make these tips and techniques useful. I read a number of these books before deciding to write my own. The principles were there, if you already knew what to look for. However, if you didn't already know what to look for, there were virtually impossible to find.

I hope my book goes some way to correcting this error.

Phil

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|72.244.63.xxx |2010-01-27 18:26:02 Karen Graffenberger - Mr. Yffe's comments

Mr. Yaffe, your analysis of how to make our writing clear, concise, and dense is the best I've read or heard. This is very timely as I'm editing my novel now and will be using your formulas. Thanks for being a guest on Margie's blog, and Margie, thanks for having Mr. Yaffe.

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|78.29.242.xxx |2010-01-27 19:59:29 Anonymous

Dear Karen,

I would also like to thank Margie. I never really expected to be a guest on a fiction blog. But it seems to be working out all right. Thanks Margie.

Phil

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|24.250.252.xxx |2010-01-27 18:28:49 Lis'Anne Harris - Eliminating Jargon

HA! Mr. Yaffe, I caught your funny. I'm sure your expense reports aren't really fictional.

Your lesson spoke to me and I can clearly see how I may tighten my writing. I do have a question on eliminating jargon. As a historical romance writer I often use archaic terms to give my stories flavor. I always hope the meaning is clear by the context in which it was used. Is this acceptable or should I search for current words to explain my historical meaning? It's hard for me to judge because I'm so familiar with these archaic terms they've become perfectly natural to use.

Thank you!

Lis'Anne

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|78.29.242.xxx |2010-01-27 20:59:15 Anonymous

Dear Lis'Anne,

You raise a very important question. As I mentioned in the interview, jargon is useful shorthand. It can save a lot of time, and even add extra meaning. As Mark Twain once said: "The difference between the right word and the almost right word is the difference between lightning and a lightning bug."

The important thing is to be certain that your readers understand the jargon. In expository (non-fiction) writing, if someone doesn't understand a given word, he could possibly lose the whole message. In fiction, this would seem to be less important. When I read historical novels, I often find the author referring to places, events, articles of clothing, etc., that I don't fully understand. Nevertheless, I continue reading because I have a good general picture of what is going on, and that is all that is necessary to hold my interest.

I would suggest that you do two things:
1. Be sensitive to when you are using an archaic term that a number of your readers mig...

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|24.250.252.xxx |2010-01-28 14:29:34 Lis'Anne Harris - Jargon

Thank you, Mr. Yaffe. I feel much better about when and how I use jargon. I'm thrilled to have won a copy of your book! I can't wait to delve into its depths.

Lis'Anne

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|63.253.251.xxx |2010-01-27 19:08:36 Margie - Phil's Hot Spots!

Phil --

You call placing the important word at the end of the sentence a Hot Spot. I call it backloading. Whatever it's called, it carries power.

Would you like to share any other quick fix writing tips?

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|78.29.242.xxx |2010-01-28 06:57:45 Anonymous

Margie,

I generally don’t like give specific writing tips because whatever they contain, they almost invariably leave something out. That something is the true sense of what each tip means. It is not enough to read the words; you must fully understand why the tip is valid, i.e. fully grasp the basic principles of writing I define and demonstrate in my book. I would therefore prefer to give a couple of rather general tips that I believe apply equally well to both fiction and non-fiction.

1. Avoid long introductory clauses

A brief introduction to a sentence before getting into its main message is often useful. However, if the introduction piles up too much information, the main message is likely to be diminished or lost.

Compare

Poor

With exports of polished diamonds up significantly from all cutting centers and reports from Asia, Europe and the United States that retail sales are ranging from “same-to-higher” compared to the same period a year ago, diamond and jewelry companies...

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|63.253.251.xxx |2010-01-27 19:11:47 Sandra - Mind Control

Mr. Yaffe,

What about MIND CONTROL? Can you explain more?

Good interview!

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|78.29.242.xxx |2010-01-28 07:04:14 Anonymous

Dear Sandra,

Not really. Mind control is an overall, underlying objective. If your reader's mind doesn't go where you want it to go, your text is flawed, be it fiction or non-fiction.

I talk about it under Density for convenience. However, to maintain mind control, you must also be clear and concise. You should be careful about constructing your sentences by making full use of "hot spots," applying the "inverted pyramid," obeying what I immodestly call Yaffe's Law, etc. In short, every word, every sentence, every paragraph, every passage, every chapter you write should be aimed at maintaining mind control.

This is what good writers do unconsciously. However occasionally, and especially when editing, you should check you text consciously. Anywhere you find that mind control may be slipping away, revise.

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|63.253.251.xxx |2010-01-27 19:16:44 Margie - Public Speaking

Phil --

Your how-to book addresses writing and speaking like a professional. I focused the interview on writing.

Could you please share a few points regarding speaking like a professional?

Thank you!

Thanks for being here too.

Best.............Margie

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|78.29.242.xxx |2010-01-28 07:09:30 Phil

Margie,

The section of my book titled Oral Presentations: Giving Voice to Your Words has the following introduction:

It should come as no surprise that if you write better, you will also speak better. This is because the fundamental principles of good writing—the expository writing attitude, the expository writing approach, clarity, conciseness, density, inverted pyramid, etc.—are identical to those of good speaking.

Nevertheless, writing and speaking are distinct disciplines. Thus, while the principles are the same, how to apply them effectively to speaking must be closely examined.

It then divides into two principal sections. The first reviews how writing and speaking are the same, the second explores how writing and speaking are different. Since the fundamentals are the same, the differences are really secondary. This doesn't mean they aren't important, particularly with regard to mind control. However, they represent only the frosting on the cake. They must never be confus...

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|97.124.192.xxx |2010-01-28 14:44:52 Margie - re: Public Speaking

Phil --

Thank you for taking the time to share about the PUBLIC SPEAKING part of your book.

Now -- our blog guests have the scoop. :-)

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|198.54.202.xxx |2010-01-27 19:27:28 Ruth Ann Dell - Density and different Englishes

Hi Phil

Thank you for an interesting and informative interview.

Please would you comment on how different Englishes affect density and give some tips on how to eliminate misunderstandings when writing for an international market e.g I live in South Africa, so if I put my shopping in my boot it makes perfect sense to me, but readers in another country may wonder why I'm putting it in my footwear.

Many thanks

Ruth Ann Dell

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|78.29.242.xxx |2010-01-28 07:54:17 Anonymous

Dear Ruth Ann,

You raise an interesting question to which there is no total answer.

English does differ from place to place, which can lead to confusion. But mainly out of context. Your example "I put my shopping in my boot" would likely be confusing to an American if that's all you said. However, if you said "I left the store, walked to my car, and put my shopping into the boot. I then climbed into the driver's seat and drove away," the reaction would probably not be confusion, rather amusement at the quaint British vocabulary.

If there is likely to be confusion even in context, they you should explain it. For example, there is a distinct difference between the American and British meaning of the word "biscuit". Being sensitive to this difference, I might write, "The couple went into a café and ordered tea and biscuits (cookies)." This of course is a non-fiction way of handling the problem. As a fiction writer, you would have to be more imaginat...

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|97.124.192.xxx |2010-01-27 20:23:56 Sarah - Great Book

Phil,

Since I vacillate between writing Fiction and professional writing, this is going to help. I already ordered on Amazon.

Thanks to you, and to Margie.

Good work!

Sarah

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|78.29.242.xxx |2010-01-28 13:29:32 Anonymous

Dear Sarah,

I appreciate your enthusiasm. I hope you won't be disappointed.

Regards,
Phil

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|24.113.138.xxx |2010-01-27 21:31:51 Lisa Norman - Fascinating article

Mr. Yaffe,

Thanks for being on Margie's blog and sharing this valuable information with us! I liked the mathematical formulas...

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|78.29.242.xxx |2010-01-28 13:36:14 Anonymous

January 28, 2010

Dear Ms. Norman,

I'm very pleased that you like the mathematical formulas. Being a mathematician by training (I have a math degree from UCLA), hearing that someone likes mathematics is music to my ears.

Thanks,
Phil

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|85.82.192.xxx |2010-01-27 22:43:55 Stine - New perspectives

Dear Phil,

I was amazed how a few concise principles managed to move my perspective on writing. I've been writing non-fiction but am now pursuing my deep interest in fiction because it leaves more room to play with words and reach the audience in a different way. In this connection, it's really good to remember that one should still be clear, make sure that nothing is misunderstood and write long enough but as short as possible. I'm going to write down your advices, because I can already see the many perspectives of this little bit of information. I hope to read your book in the near future and thank you for sharing your knowledge in this regard. Also thanks to Margie for introducing us to such an interesting writer.

Stine

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|78.29.242.xxx |2010-01-28 13:47:36 Anonymous

Dear Stine,

As I say at the conclusion to one of the chapters of the book:

Good writing is not easy . . . but it gets easier.

The key is knowing the fundamental principles, then conscientiously applying them. There is really only a handful of them. You already know three. I hope you find the rest of them equally illuminating.

Regards,
Phil

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|74.181.136.xxx |2010-01-28 00:33:51 Julie Robinson

Hello Philip and Margie,

Thank you for the succinct interview. There is no doubt that mind control is used by writers of both non-fiction AND fiction. With non-ficiton, it is the facts, but I think the difference for the reader is the perspective from which you view the facts. Do they appeal to your logic or to your emotions? With fiction, the messages conveyed in the story will appeal to the readers emotions because they are immersed in that world. Thus, the pen is indeed mightier than the sword. Even with romance, there is something the writer wants to convey. The writer's agenda becomes the theme, even if it's a subtle one. IMO

Congrats on your book, Philip. I look forward to reading it.
Julie R.

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|78.29.242.xxx |2010-01-28 13:51:39 Anonymous

Dear Julie,

Thanks for your kind comments. And of course your intention to buy the book!

Regards,
Phil

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|207.81.100.xxx |2010-01-28 02:43:16 Janet Kerr

I especially liked the use of "weasel words". These appear to contribute to low tension.
Thank you for the interview.

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|78.29.242.xxx |2010-01-28 14:05:08 Anonymous

January 28, 2010

Dear Janet,

I am a mathematician by training (math degree from UCLA). The greatest enemy of mathematics, and science in general, is imprecise definitions, i.e. weasel words. I was pleasantly surprised to discover that avoiding weasel words in writing is equally as important. It is illuminating to see how these two disciplines, superficially so very different, fundamentally are so very much alike.

Regards,
Phil

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|97.124.192.xxx |2010-01-28 05:17:06 Karen - Mind Control

Mr. Yaffe -

I'm looking forward to hearing what you have to add on MIND CONTROL.

Thanks!

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|78.29.242.xxx |2010-01-28 14:12:01 Anonymous

Dear Karen,

Please see my further comments on the subject in my reply to Sandra (above).

Regards,
Phil

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|97.124.192.xxx |2010-01-28 05:21:44 Frank - Fiction Authors

Mr. Yaffe,

Good interview. A lot of fiction authors could benefit from your book.

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|97.124.192.xxx |2010-01-28 05:27:12 Margie - Thank You!

Phil --

Thank you for being here today! Looking forward to your responses.

We'll see you here tomorrow.

All smiles................Margie

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|97.124.192.xxx |2010-01-28 05:39:05 Margie

HELLO EVERYONE!

Thanks so much for dropping by my How-to Author Interview today.

We have TWO WINNERS:

Winner of Philip Yaffe's book: Lis'Anne Harris!

Winner of a Lecture Packet: Courney!

Lis'Anne and Courtney -- Please e-mail me -- and I'll share specifics!

Margie@MargieLawson.com

NOTE: PHIL YAFFE WILL BE BACK ON-LINE TO CATCH UP RESPONDING TO THE BLOG POSTS LATER TONIGHT.

Thanks again for visiting my blog today!

Please join me next month when my featured how-to author is ALICIA RASLEY -- author of THE POWER OF POINT OF VIEW -- on February 24th.

All smiles...............Margie

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