Copywriting Agency

Six words to remember

You may have heard the tale of how, in the 1920s, Ernest Hemingway bet ten dollars that he could write a complete story in just six words. He wrote: “For Sale: baby shoes, never worn.” He won the bet and often referred to the story as his best work ever.

There are now dozens of websites devoted to six-word stories (just try Googling it). One of the best, recently featured on Radio 4, is from US online magazine Smith, which tweaked the rules by asking its readers to sum up their own lives in just six words.

The results are surprisingly poignant; often funny (”No more kisses, whisker burn lingers.”), sometimes sad (”Two sons. One died; now none.”), sometimes regretful (”Wishing I’d jumped sooner, missed mark.”), even a little scary (”He seemed ok at the time”). You should try it; we did.

As business copywriters, we’re always banging on about conciseness and short sentences. And while we don’t expect you to turn your firm’s client newsletters, your website or your marketing material into heart-wrenching six-word stories (wouldn’t that be fun, though!), it’s a reminder of just how emotional and powerful words can be, even just six of the little blighters.

So think of that, next time you’re trying to explain to your boss why your ten word sentence is better than his 30-word jargon fest.

Archived in the category: General musings
Posted by: Gareth Chadwick on Thursday, February 28, 2008 - 1 Comment

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Reply not revert

Since when did revert mean the same thing as reply? In business communication, the use of 'revert' in emails is becoming scarily prevalent - e.g. 'Please revert as soon as you have obtained a copy of the contract.'

It seems to be a classic case of over-inflated language, deliberately used to try and sound more impressive. Well it doesn't sound more impressive. It sounds silly. And pompous. And just plain incorrect. What's the matter with reply? It's shorter. It's easily understood. It's language we use every day.

Does anyone actually use 'revert' anywhere other than work? I mean, when was the last time you 'reverted' to a letter from your granny? Or used 'revert' in a normal, non-work conversation with your pals?

The foundation of effective business writing is clear, concise, simple language. So, please, can we all stop reverting and get back to replying?

Who are you trying to impress?

I had an interesting discussion recently with a lawyer I was writing an article for. It illustrates one of the key lessons of good writing that all of us, not just lawyers, can learn from.

He'd asked Wordsworks to help write an article a general business magazine. It was about current sentiment in the corporate finance market. In the notes the lawyer gave me and in our conversations, he insisted on using complex terminology and industry jargon.

I suggested that it would make more sense, given the audience, to ditch the jargon and instead explain the issues in simple, easy-to-understand language.  He responded that, "I have to use jargon to show people I know what I'm talking about."

This shows a common but dangerous confusion about the purpose of business writing. You're unlikely to impress your readers (often potential clients) by using jargon and terminology that they may not understand.  You are in effect saying, look how well I understand my business. But what is more relevant to your readers, is how much you understand their business. And that means using clear, simple language; language that shows that not only do you understand the issues well enough to explain them in plain English, but more importantly, that you understand how those issues relate to their business and the challenges they face.

Business & Legal Copywriter

Copywriting Agency

Wordsworks is a copywriting agency. We help organisations harness the power of words to improve their business. We work with design and marketing agencies looking for words for specific projects, or we work directly with businesses looking to improve the quality and clarity of their written material.

Wherever you need words, think of wordsworks. We can usually help. We use words effectively and efficiently to inform, advise, educate and persuade. Some of the recent projects for which we’ve provided the words include: case studies, web sites, blogs, annual reports, in-house publications, client newsletters, marketing material, speeches and ghost writing for senior management. Whatever the project, we’ll give you well-written, engaging and interesting copy.

For further information, please contact:
Gareth Chadwick
Wordsworks
http://www.wordsworks.co.uk/
Tel: 0161 443 4135
Email: gareth.chadwick@wordsworks.co.uk

Wordsworks is a specialist writing consultancy, with a particular focus on the professional services, enterprise and environmental sectors.

The business was set up by former journalist Gareth Chadwick in 2003 to provide outsourced writing and editing services. Typical projects include firm brochures, websites, case studies, blogs, recruitment brochures, client newsletters, reports and in-house magazines.

Wordsworks’ client list includes The College of Law, Ince & Co, Foresight Venture Partners, Addleshaw Goddard, UK Centre for Environmental and Economic Development, TLT Solicitors, Northwest Regional Development Agency and The Independent.

Prior to setting up Wordsworks, Gareth was a journalist specialising in business and professional services. His credits include The Times, The Sunday Times, The Independent, The Lawyer, Legal Director and Managing Partner magazine.

For further information, please contact:
Gareth Chadwick
Wordsworks
http://www.wordsworks.co.uk/
Tel: 0161 443 4135
Email: gareth.chadwick@wordsworks.co.uk