In 2014, we hope all medical writers will resolve to drop the jargon and write in plain language, no matter what the audience. In fact, avoiding jargon is one of the plain-language techniques advocated through the US Government's Plain Language Initiative. Are you familiar with the Federal Plain Language Act? Enacted in 2010, the law requires that federal agencies use "clear Government communication that the public can understand and use." Why limit this to Government communications? We believe all communications--especially scientific communications--should be written clearly and be easy for the target audience to understand and use. Here are some tips to get you started. 

• Don't write to impress; write for your audience. Writing clearly doesn't mean dumbing down the content. It means using language and concepts your audience knows and is comfortable with.
• Minimize the use of acronyms and abbreviations as much as possible. Science is one area in which acronyms and abbreviations are common. Unfortunately, one acronym may have multiple meanings. Take ED for example. In one context it means erectile dysfunction; in another context it means emergency department. Readers shouldn't have to go back to earlier pages in a document or consult an appendix to figure out what you're trying to say.
• Omit unnecessary and redundant words. Start by cutting out modifiers that add little to the content, such as totally, actually, really, very. Say "a lack of" not "a total lack of." Say "to" rather than "in order to."
• Use active rather than passive voice. How can you tell the difference? If you can insert the phrase "by zombies" and the sentence makes sense, then it's passive voice. Try it: "The patient was treated [by zombies]." This is passive voice. "The doctor treated the patient." This is active voice. "Copies of medical records must be provided [by zombies]." That's another example of passive voice. "You must provide copies of medical records." This is active voice.
• If you need to use a technical term that may be unfamiliar to your audience, define it within the text when you first use it, not at the end of the document.
• Avoid the dreaded he/she and him/her. These awkward constructions do nothing for the reader. Singular nouns and verbs are clearer and require fewer words. Write for the one person who is reading your document. Instead of writing "The doctor should provide his or her email address in order to receive an emailed certificate of participation" write "You should provide your email address to receive a certificate of participation."

Jump on the jargon-free bandwagon with us this year, won't you? Your clients and your readers will appreciate your efforts. If you want some additional resources, consider these books:

• Writing Science in Plain English (Chicago Guides to Writing, Editing, and Publishing)
• Oxford Guide to Plain English (Oxford Paperback Reference)
• Communicating Clearly About Science and Medicine: Making Data Presentations as Simple as Possible...But No Simpler

DOLLARS & SENSE

Outside Your Comfort Zone: The New Business Pitch 

Freelance medical writers are often asked to write materials that are outside the typical fare. One thing we often are asked to write and really enjoy writing is proposals. We love it when our clients get us involved at the pitch stage of a project, because that means we're in at the ground floor. That enables us to make sure the content is right, the strategy is on target, and the budget is developed based on what we truly expect it will take to get the job done properly. This is the type of project you should enjoy taking on, even if it's outside your comfort zone.

Getting in on the ground floor of a project can be challenging for freelances because your meter is running (ie, costs are being incurred for your services) before anyone (even you) really knows what you're doing. Here are some of the things you may be asked to do when you are helping a client with a new business pitch: 

• Teleconferences--expect lots of them. After being given a copy of the RFP (request for proposal) that your client received from their client, you'll read it before getting on a teleconference to review and discuss the RFP with your client's team, which may include everyone from account and project managers to graphic designers, programmers, and traffic coordinators. This is when everyone gets their individual marching orders. There will be periodic teleconferences throughout the proposal development phase, during which everyone on the team provides status updates and the team discusses what has already been done. As the content expert, your deliverable is likely to evolve throughout this process while the team refocuses and adjusts.
   
• Content Development--when a client is responding to an RFP, one of the most important things they need to do is gain their client's confidence by demonstrating their understanding of the therapeutic area, the audience, and the competitive marketplace. Depending on the nature of the program you're pitching, you may be asked to research and write a detailed overview including a review of the disease state, past and current treatments, assessment of need, and where the client's product in development (or existing product) fits. This overview may be developed as part of a written document, as part of a PowerPoint presentation, or both. There will also be content introducing the team, so expect to provide a brief bio on your relevant experience.
   
• Rehearsals--if you suffer from stage fright, be prepared. As the content development member of the team you will likely be asked to join the team on the live pitch for the business. A pitch is a show, where your client seeks to show their client how great they are to work with and how they are the right company for the job. Your role in this performance will be to look smart and prove you're smart by presenting the content you developed. The good news is, just like a stage show, there will be rehearsals where you can practice, make mistakes, and polish your part of the presentation. Remember, you're presenting information you already know, so there really is no reason to be nervous, The rehearsals help get rid of any nervousness you may feel, and also help the team come together as a single unit. Rehearsals may take place via teleconferences or live at your client's office.
   
• The Big Day--make sure you confirm the dress code in advance so you are dressed appropriately for the pitch, and plan to arrive early. It never hurts to sit in the car for a few minutes to review your notes or give yourself one more run through. The team will also need time to get into the room and get it set for the presentation. Because this is your client, let them do all the talking until it's your turn to speak or someone asks a question that is germaine to the content and the particular expertise you bring to the team. When introducing yourself, never give your client's client your freelance business card. Most companies don't care anymore that content people are "hired guns." In fact, many prefer it so they know they're only paying for your expertise when they need it. It's good to discuss with your client how they want you to introduce yourself, so you can be sure not to cause any embarrassment.

So how do you charge for participating in a new business pitch? Although charging by the hour might seem most practical, we still prefer project pricing. Based on the description we've provided here, confirm with your client exactly what your level of involvement will be. That includes how much content they expect you to develop and how it will be presented; how many teleconferences they expect to have during the development phase (eg, daily, biweekly, etc); whether there will be live rehearsals, and if so, how many and where they will be held; and whether you will be attending the pitch and where that will be (eg, one town over or across the country). This will provide the information you need to prepare a project estimate, combining value pricing for the time you are working in your office and day-rate pricing for the time you're on the road.

Now get out there and help your clients win some new business. Remember, that business will become yours as well!

We're now in the process of putting together our personal-appearance schedules for 2014. If you'd like us to come and speak at an event you're organizing, don't wait too long to contact us. Our schedule is filling fast!

We were happy to meet several of our readers at last year's AMWA Annual Conference. Thanks for stopping by and introducing yourselves. We're putting on our thinking caps in preparation for the AMWA Call for Proposals that will be available soon. Is there something you'd like us to present on at the 2014 Annual Conference? Send us an email and let us know.

We would love to present at your next upcoming meeting or event, so invite us!

We love to present live whenever possible--whether we're talking about the business side of freelancing, such as marketing, structuring your business, or pricing and estimating; or the writing side, like our recent session of how to write a manuscript from a CSR (clinical study report). We believe there's no better way to market yourself than to present on a subject you know well. Here's how the magic works:

Step 1: Get an idea for a presentation

What therapeutic area do you know well? What type of writing do you love to do that other people might not know much about (eg, interactive media)? What have you taught yourself about using a certain software program that makes your work better or your job easier that other writers would love to know about? These are all perfect places from which you can draw inspiration for your presentation.

Step 2: Decide where and how to give your presentation

Today it's easy to record your own presentation and make it available online. You can also present live online. The potential for reach in the online environment is huge, but you'll need to market yourself to gain attention and attendance. You can also opt to present in live venues, which are more limited in their reach but offer the advantage of face-to-face contact. We've presented online and love it. But it can be challenging to know how well people understand you because you can't see facial expressions or heads nodding. You also can't see whether anyone has fallen asleep!

Step 3: Develop your presentation

PowerPoint is usually appropriate, and in some venues it's expected. But don't get hung up on that. There are times and places, such as intimate meeting spaces or roundtables, where a simple handout is all you need. Tailor your content to your audience and their particular needs and expectations. We like to give presentations that empower our audiences to do something differently or better than they've ever done before. We find this kind of practical knowledge exchange to be very valuable for audiences. We also like to engage our audiences by involving them in simple exercises that help to internalize information and enhance understanding.

Step 4: Give your presentation

Many of the presentations we give are one-offs, meaning that we give them once and never expect to give them again. They're exciting because you never know what's going to happen and how audiences will respond. If you've done your homework up front during the development stage, you shouldn't have to worry about any major problems. We've found giving these types of presentations especially rewarding when trying something new turns the lights on for audience members and gets them charged up. Then we know we've hit on something that might lead to future presentations. Giving presentations we've given before enables us to learn from audience experiences, and fine tune the content so the presentation gets better each time we give it.

The best part about giving a presentation is that you gain professional visibility in the process. When you get up before an audience (whether live or virtual) and tell them or teach them something, you are perceived as an expert. In time, that reputation spreads. It may not cause someone you have never heard of or worked with before to pick up the phone and call you with a project opportunity (although that has happened to us). But it will cause people you've never heard of or worked with before to know who you are, and in a very positive light, which can open the doors for future opportunities.

See? Marketing isn't always about blatantly promoting yourself, which we know many freelance medical writers are uncomfortable doing. Giving a presentation is a great way to market yourself without obviously promoting yourself, and allows potential clients to develop an awareness of you and confidence in you organically. That's a great way to build lasting client relationships!

If you're interested in trying a presentation as a way of building your professional visibility, watch for the AMWA Call For Proposals, which should be coming out in the next week or so. AMWA members will receive notification via email, and anyone (even nonmembers) will be able to access the Call For Proposals at the AMWA website when it becomes available. Best of all, you can choose a venue that's best for your confidence level. A little shy? Roundtables are a great way to get started. A little more experienced? There are any different types of open session styles to fit your comfort level and the information you want to convey. You can present a poster. And if you're really into it, there's nothing more rewarding than joining the educational team as a Workshop Leader. It's a little more involved, but well worth the effort!