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 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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