Quotes are a powerful way to “borrow” the authority of a highly respected individual in a specific niche.
Always Attribute the Quote
It’s important to always attribute any quotes you use to the original speaker or source. This gives credit where it’s due and avoids plagiarism. The simplest way to do this is to use the format “Name said” or “According to Name” before or after the quote.
Provide Context
Give some brief context for the quote so the reader understands who is being quoted and why it’s relevant. Introduce the source and their credentials or relation to the topic before sharing their quote.
Use Exact Wording
When directly quoting someone, you must use their exact words, even if there are errors. Use quotation marks around the text to indicate it’s a verbatim quote. If you need to add clarifying words, put them in [brackets], and use ellipses … to indicate omissions.
When you use ellipses, you’re telling the reader that there is a context for this quote. Never omit content that could provide context that is essential for understanding the true meaning and intent behind the quoted words.
Ellipses (…) indicate that some text has been omitted from the original quote. While it’s acceptable to remove superfluous or irrelevant content, it’s crucial not to omit anything that could change the fundamental meaning of the quote or misrepresent the speaker’s intentions.
For example, consider this hypothetical quote:”I don’t think that’s a good idea … it’s the best idea I’ve heard all year!”
If you only include “I don’t think that’s a good idea…” you’re completely changing the meaning of what was said. The full quote shows the speaker’s enthusiasm, while the partial quote implies the opposite.
Always strive to maintain the integrity of the original message. If you must omit content, ensure you’re not altering the core meaning. When in doubt, provide more context rather than less. You can also use square brackets [ ] to add clarifying words if necessary for comprehension.
Responsible quoting is about respecting the original speaker and providing the reader with an accurate understanding of the quoted material. Omitting essential context not only misleads your reader but can also be seen as unethical. Aim for transparency and truthfulness in all your quotations.
Keep Quotes Short
In business communications, aim to keep quotes short and succinct. Lengthy quotes are harder to read and follow. If a longer quote is absolutely necessary, consider block it or breaking it up.
Explain Significance
After sharing a quote, briefly explain in your own words what it means and why it’s significant to your overall message. Don’t assume the quote can stand completely on its own.
Quotes should never stand on their own. They exist in a context and should be delivered in context.
Consider the four rules of persuasive communication which includes: Kairos involves understanding the appropriate time, place, and circumstances for your message. It’s about seizing the right moment and tailoring your approach to the specific situation.
Use Sparingly
Peppering your writing with too many quotes diminishes your own voice. Quotes should be used sparingly to supplement your ideas, not replace them. Paraphrase key ideas in your own words when possible. A simple rule would be to keep your quotations to 10% and your content to 90%. This way people hear your voice supplemented with the authoritative quote.
Maintain Professional Tone
Avoid casual or sarcastic lead-ins like “As wise Aunt Mary always says…” In business communications, keep attribution professional with “Name states” or “According to Name.”
The key is to always credit your sources, provide context, and use quotes strategically to enhance your own insights and ideas. This demonstrates integrity and professionalism in your business writing.