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Press Releases

Perfect grammar doesn't always mean perfect copy

“Obey all the rules and you miss all the fun”

Aaah ... the words of my favourite pin-up.
Katherine Hepburn was surely referring to, what else but, the rules of grammar?

Three is a magic number

Once upon a time, there lived a young, ambitious, better-than-averagely-good-looking politician.

One day he stood up in front his audience and promised, “When I become Prime Minister my 3 main priorities will be education, education, education”.

His early years as Prime Minister went rather well.  It was only towards the end of his term of office that things went somewhat awry for Tony Blair.
 

Not a very good word

There’s a word - a very short one that I dislike more than any other.  It’s a very dull word, a very boring and very lazy word.  This word is a killjoy, falling very heavily, like a very old, very grey, very damp blanket over our words, smothering the very spark and very life out of them.  This word is very irritating and very useless.  Why?  Because, like my kids as teenagers, it does the very opposite of what it’s supposed to do.

Slow, quick, quick, slow ...

Take your readers for a spin on the dance floor

It won't have escaped your notice that I'm forever going on about brevity - the importance of using short words, short paragraphs, short sentences …
... but wait just a minute.
Is small always beautiful?
Look what happens if your sentences become relentlessly punchy.
 

Cut, cut and cut again

When you write copy, be utterly ruthless.
Check all of the words and ask yourself the question –
“Am I absolutely sure they all ultimately need to be included?”
Your writing should always comprise the actual basic fundamentals.
The end result will be completely concise copy that
engages really effectively with your clients.
52 words

To put it another way –

Don't put the cart before the horse

What do you make of these sentences?

"Start using our great new CRM system to improve your efficiency."

"Call us today to find out more."

"The directors are facing some tough decisions, if they want to sort out this mess."

Notice anything odd about them?
 

Avoid cliches like the plague

Don't you hate cliches?

I do.  I reckon we all do - well, at least those of us who care about using language to communicate clearly and effectively.

First off, clichés are boring.  In fact, they're so boring, that when I come across more than two or three in one piece of text, my knees ache.  But what upsets me about clichés more than anything else is that they’re a symptom of my other pet hate - laziness.

 

Bite that bullet!

What’s so special about bullet points?

✓ They’re great
✓ They look cool
✓ Admit it - you love ‘em
✓ Use them … and your readers will love you too

 

Do I have to repeat myself repeat myself repeat myself?

Once upon a time, there lived a young, ambitious, better-than-averagely-good-looking politician.

One day he stood up in front his audience and promised, “When I become Prime Minister my 3 main priorities will be education, education, education”.

His early years as Prime Minister went rather well.  It was only towards the end of his term of office that things went somewhat awry for Tony Blair.
 

Is Usain Bolt really the King of pace?

He certainly knows a bit about going flat out, but when we're writing, isn’t pace more subtle than that?

You’ll have noticed that I’m always banging on about the virtues of keeping things short.  Short words, short paragraphs, short sentences … but hang on a minute.  Does this always have to be the case?  Look what happens if your sentences become unrelentingly punchy.
 

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Words for Websites, Newsletters, Social Media.
If your words are online, we'll write them.

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Copy for Lawyers, Accountants, Estate Agents, Recruiters, Builders, Retailers, Manufacturers … and Copy for You!

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