AYELET ZURI, THE DOCUMENT WHISPERER
With 35 years' experience in writing all types of content, Ayelet Zuri has profound knowledge of written communication. She is now sharing that knowledge, with the goal of increasing productivity and profitability in businesses and organizations
Most of us have been there. We have something important to write. The deadline looms and the pressure is intense. We sit at the computer or in front of a pristine page — and blank out! Nothing comes. Some of us simply panic. Others waste precious time and energy in producing something substandard and far from we intended.
This is the situation that writing and content expert Ayelet Zuri, 64, wants to fundamentally change. In more than 35 years in the field, she has written dictionaries and proposals, served as language editor, translator and group facilitator, and boasts a rich resume with media, academe and hi-tech in Israel. She has now picked up the gauntlet of teaching what she knows to help others increase efficiency by conveying meaning accurately and precisely.
With a Bachelor's degree in English and Hebrew Linguistics from the Ben Gurion University of the Negev and a Master's in Communications (Internet & New Media) from the Hebrew University of Jerusalem, Zuri became one of the first digital media content managers. Early in the millennium, she decided to delve deeper into this field, albeit along a different route, and opened an institute to train in business writing. She did so, she says, from her genuine desire to improve how people from all sectors and in all professions express themselves in writing.
Addressing the 'blank page syndrome'
Last summer, Zuri published her first book, All Because of a Little Document, a complete guide to writing for organizations, which is marketed online. It took her six years to write, and is based on her experience in writing, editing and rewriting tens of thousands of documents over the years. "The book is a dream come true for me," she says. "When I was 50, I had a mini mid-life crisis. I went to Berlin, and during that trip had a sudden insight. I realized it was time to gather and share the vast knowledge I'd accumulated in my decades of writing. I'm a natural giver and activist, and believe it's important to give added value and leave a personal mark. For me, this means helping people improve their writing ability."
What is the message of your book?
"The book speaks to people on their own terms," she says. "I strongly believe in relating to others as equals — and my book strives to do this in a friendly, pleasant way. It acknowledges the difficulties faced by all writers, however able, suggests strategies for when we get writer's block, describes how writing skills are impacted by emotions, and details 10 steps to writing a winning document. It also gives practical tips for avoiding the 18 common mistakes of the writing process, as well as an array of tools for clear, motivational writing."
What is the book's target audience?
"The book is a great tool for anyone in the business or public sectors — not just managers, professionals, experts and lawyers, but for everyone, because all of us need to write a great deal of the time. My many years in this world enriched me with both knowledge and interest, and now it's payback time. This book is a solution for people seeking to express themselves in writing, to convey their messages effectively, and to make the complex accessible."
How greatly does emotion factor in the writing process?
"I believe that it's emotion which determines an organization's future," responds Zuri. "When people write long, unclear, confused and even offensive messages, it's almost always because emotion is involved."
Do you think that improved writing helps people climb the career ladder?
"Every written communication within an organization has an important purpose which is measured in time or money — whether it's an email, WhatsApp, report, minutes, even marketing post or ad text," she explains. "Almost all communication today is in writing, so the more refined our writing ability, the better the message is expressed. This makes communications skills critical in career advancement. I've met many people who find writing difficult, whom it stresses and oppresses. Giving them the tools to write fluently and calmly improves their quality of life."
The Zuri Methodology to Improve Organizational Writing Skills
Zuri gives these tools through the Zuri method, in group workshops, tutorials and in personal meetings. All these give her, she says, "a great deal of satisfaction and inspiration." The workshops are varied. "They encompass around 30 modules, according to the types of communication," she says. "They include how to write position papers (for managers) and emails, how to summarize meetings effectively, compose documents and reports, and even write professional opinions for a court of law."
The 'palm of the hand' model
The Zuri method was born of the need to transmit a wide array of information in short, focused training sessions. "To organize the many tools involved, I created the 'palm model,'" she explains. "According to this model, everything you write has five components — communication, structure, content, language and appearance — like the five fingers extending from the palm. All are involved in writing all types of document, from long reports through executive summaries, from position papers to posts to short text messages."
What feedback do you get to your method?
"The feedback is amazing!" she exclaims. "I'm happy, every time, to hear how much the method helps people. They tell me it makes them calmer at work and more focused when writing, that they achieve business goals more easily and improve relationships. Most learn to overcome the blank page syndrome, using the 10 steps and produce a document that's lively and impacts on their organization. And with all this, they tell me, they write more quickly and thus save precious time."
Further details: ayelet@ayeletz.co.il
052-351-0583 | ayeletz.co.il
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In collaboration with Ayelet Zuri
