Copy Writing Agency - Simple Like Da Vinci

Simple Like Da Vinci

When he wasn’t busy painting masterpieces or inventing helicopters, all-round-Renaissance man Leonardo da Vinci found was one of the leading thinkers of his day.

He was a simple man though, Da Vinci. The illegitimate son of a country girl and a rural notary, he regarded simplicity as the foundation of his genius. His motto was: “simplicity is the ultimate sophistication.”

Although writing wasn’t one his greatest strengths, we can learn a lot from the bearded Florentine.

Simplicity is at the core of great copywriting. The sentences that work best are the ones that use simple, clear, straightforward language and structure. A sentence doesn’t get better the more words you stuff into it. On the contrary, it almost invariably gets worse.

Many people fall in to the trap of over-writing, trying to sound more impressive or to demonstrate their knowledge by using unnecessary words or flowery phrases.

But the most effective corporate writers make their point quickly and clearly. They use precise words and simple phrasing.

Don’t write:
“The company does not intend to remove the automatic bollards, but it is necessary to carry out repairs to the bollards for the purpose of keeping them operating effectively.”

Keep it clear and simple:
“The company does not intend to remove the automatic bollards, but it must repair them to keep them working properly.”

Or how about:
“Overestimating on one type of the relevant material could have a detrimental impact on cost-effectiveness for the client.”

Instead of:
“Overestimating one type of material could cost the clients more.”

So next time you’re tempted to throw in a few ‘corporate’ sounding phrases or flowery language to sound more sophisticated, just remember the words of our old friend Leonardo da Vinci. If simplicity was good enough for him, it’s darn tootin’ good enough for me.

Simple Like Da Vinci
Archived in the category: Write words, Writing tips
Posted by: Gareth Chadwick on Monday, February 25, 2008 - 0 Comments

Copywriting Agency - Six Words to Remember

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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Train Grumble

Another train grumble…

Not that we’re obssessed with the relationship between transport and language (there’s a PhD in there somewhere, surely?), but the mangled language used by our public transport companies just gets odder and odder.

I was surprised yesterday to hear the station announcer refer to the train arriving to Platform 5.
Now, I know there can be a little bit of flexibility with certain verbs and the prepositions they take, but arriving to? What’s the matter with the good old-fashioned (and correct) arriving at?


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or email us in regards to your copywriting requirements.

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Write headlines that entice, not mystify

A great post over on the main Wordsworks business copywriting blog here, about how to write headlines that pull your readers in. Check it out.

 

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.

Copywriting Agency for the UK & Overseas

1. WORDSWORKS GOES DUTCH

Professional services copywriting agency Wordsworks is exporting the power of the written word to the Netherlands.

The Manchester-based agency has been appointed by MindsinMotion.net, a Dutch-government funded website on ‘green’ transport, to provide weekly news and features in English on environmental transport issues from across Europe.

Wordsworks, which already has several clients in the environmental sector, will research and write weekly stories on topics such as alternative fuels and environmentally-friendly buses.

It will also provide ad hoc support to the development and branding of the website and associated marketing communications material.

Gareth Chadwick, managing director of Wordsworks, says that, “English is a hugely important language in the international business arena. Companies all over the world use it to communicate across borders and reach new markets and new clients. To do that effectively can be a challenge for non native English speakers. Wordsworks can help them overcome that challenge.”

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

It was set up by former journalist Gareth Chadwick in 2003 to provide outsourced writing and editing services. Typical projects include firm brochures, web sites, 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.


Editor’s note
Wordsworks is based in Stockport, South Manchester, and employs three people. It also has a roster of experienced external journalists and copywriters that it uses for specific projects.

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


2. WORDSWORKS FULL OF EASTERN PROMISE

Professional services copy-writing agency Wordsworks has won its second overseas commission in a month.

The Manchester-based agency has been appointed by Singapore-based international business association XL Foundation to write its first annual sustainability report.

Inspired by the UN-sanctioned Global Reporting Initiative, the sustainability report outlines the work of the XL Foundation in the context of its environmental, social and cultural impact. It will include feature articles, interviews, case studies and profiles.

The new clients cap a busy summer for Wordsworks, which has recently finished writing recruitment brochures for two major law firm clients.

Gareth Chadwick, managing director of Wordsworks, said, “this autumn has been our busiest quarter ever. More and more firms are recognising that they need to communicate their expertise and their brand in a way that reinforces their credibility, not detracts from it. Creating professional, clear and engaging written material is fundamental to that.”

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

It was set up by former professional services journalist Gareth Chadwick in 2003 to provide outsourced writing and editing services. Typical projects include firm brochures, web sites, 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.


Editor’s note
Wordsworks is based in Stockport, South Manchester, and employs three people. It also has a roster of experienced external journalists and copywriters that it uses for specific projects.

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

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Professional Services Copywriters

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