Blog | Archives

It’s been a busy summer at Wordsworks Towers. We’ve been working on a graduate recruitment brochure for one of the largest law firms in the world, some branding and messaging for a major global advisory firm, a prospectus for a leading further education college and an interactive learning tool for a regional development agency.We’ve also been joined by a new full-time copywriter, Catherine, which brings our numbers up to four. Catherine is a former freelance copywriter and has spent the last four months helping the NUS get the content of its new website up to scratch.

So with more mouths to feed, don’t hesitate to get in touch if you have any projects on the go that need copywriting support.

One of the key purposes of good business writing is to write in a way that reinforces your brand. It’s also one of the main areas where much business writing often fails.If your brand is about dynamism, energy and modern thinking, your writing needs to support that. So that means using appropriate language, tone and structure.

We were recently working on a recruitment brochure for a major professional services firm. Being a recruitment brochure, the firm wanted to suggest energy, innovation, friendliness and approachability. But one of the main contributors insisted on using words like hence, thus and amongst. Fine words in themselves, but ones that jarred with the firm’s branding message.

Words like hence, thus, amongst and whilst, have a whiff of old-fashioned formality, of stuffiness and of, well, naffness. It’s one of the reasons why most newspapers rarely use them, preferring while to whilst, among to amongst, and just avoiding hence and thus altogether.

You should do the same. Unless, of course, you’re deliberately looking to suggest old-fashioned fustiness and 1950s propriety. In which case, good luck.

We recently advertised for a job here at Wordsworks Towers. One of the candidates sent us an interesting snippet of word trivia which intrigued us: she claimed that the plural for rhinoceros was actually rhinocerotes, and not the more commonly-used rhinoceroses (or indeed, rhinos).

Well, a quick check of the Oxford English Dictionary shows she was right. Apparently, rhinocerotes, which comes from the Latin, was the original plural for rhinoceros, but for one reason or other, fell out of common use in the 18th century, in favour of rhinoceroses.

Hard to see why,  given that it is easier to get your tongue around ‘rhinocerotes’ than it is ‘rhinoceroses’. No wonder we’ve all but ditched the latter and gone for ‘rhinos’ instead.

Next time we’re in conversation with somebody about rhinos (which, to our mind, doesn’t happen as often as it should, we’ll take great pleasure in dropping it into the conversation.

So Cindy, if you’re reading, thanks!

They say three’s company (don’t they? It might be two, but for our sakes, let’s say three), and when it comes to fluid, high impact writing, three is certainly the magic number.

The rule of three is simple. It says that when you’re describing something - the features of a new service or the benefits of a new product - a list of three characteristics is always the most effective.

Two isn’t quite enough, and leaves readers thinking, is that it? While four is too many, and sounds ungainly, if not desperate. Three, in contrast, is powerfully modest.

Something that’s described as innovative, cost effective and simple to use, sounds more alluring than something which is just innovative and cost effective, and less desperate than something which is innovative, cost effective, simple to use and reliable.

Three strikes the right balance of comprehensiveness, clarity and conciseness. And as a result, the sentence sounds stronger, more memorable and far more hard-hitting. (Do you see what we did there?)

Isn’t the web great? There’s all sorts of great writing tips out there. I came across this excellent - and funny - article about writing for the web. It cocks a bit of a snoop at some of the web-writing theories about how people read online.

My view is that while there is some value in the readability research and techniques espoused by the likes of web-writing guru Jakob Nielsen, they are not the only consideration when you’re writing for the web.

What a lot of these techniques seem to overlook is the fact that the best way to keep people reading is to make it interesting. If you can do that, you’re three-quarters of the way there.

If they’d done all this kind of readability research when they were inventing books, we’d all be reading large print Mills & Boon picture books, full of one sentence paragraphs, sub-heads and bullet lists.

Copyright Wordsworks business copywriting agency.

The deipnosophists among you (go on, look it up), will love this site, Luciferous Logolepsy. It’s dedicated to weird and wonderful obscure English words. It’s certainly luciferous and not just for logoleptics.

It’s funny how certain words or phrases become fashionable. I’m not talking about obvious mots du jour like groovy or wicked, but more discrete verbal fashions. Iteration, last month’s word of the month, for example, seems to have been popping up all over the place in the last few months, as people presumably try and find a more high falutin’ way of saying version.

Take fit for purpose. Ever since John Reid, then Home Secretary, condemned the immigration service as ‘not fit for purpose‘, it’s become a phrase of choice for everyone from politicians to small business owners. A quick Google throws up, among millions, Sequence diagramming that’s fit for purpose and a cover sheet for small guest accommodation businesses to use as checklist when applying to be ‘Fit For Purpose’. We’ve even received press releases about ‘fit for purpose compost’.

Now, we’re all for rediscovering new words and improving our vocabularies, but it does become a bit annoying (not to say cliched) when everyone suddenly starts using the same phrases. Not to mention that there are numerous single words that could make the same point more concisely and just as, if not more, clearly.

 photo: jorgemejia

Big thanks to our ace web designer, Ali at Web2, who sent us a heap more daft headlines to chortle at. After all, it is Friday afternoon…

• Eye drops off shelf
• Squad helps dog bite victim
• Dealers will hear car talk at noon
• Enraged cow injures farmer with axe
• Lawmen from Mexico barbecue guests
• Miners refuse to work after death
• Two Soviet ships collide - one dies
• Two sisters reunite after eighteen years at checkout counter

Check out yet more here:
http://funnies.paco.to/Headlines.html

I’ve a feeling this topic could run and run…

There is a new phobia haunting us citizens of today’s 24/7 techno society - nomophobia. It means the fear of being out of mobile phone contact.

Apparently, millions of us are so dependent on our mobiles that discovering it is out of power or simply misplacing it sends stress levels soaring.

Thankfully, researchers have suggested some handy tips for minimising the risks of nomophobia: keep your credit topped up, carry a charger, give family and friends an alternative contact number and carry a pre-paid phonecard to make emergency calls if your mobile is broken, lost or stolen. Phew, thanks for those.

Alternatively, you could just switch the darn thing off and, in the words of one of our favourite Depeche Mode songs, enjoy the silence (below).

We’ve been doing some work on headline writing in our workshops recently. It reminded me of the story behind one of our favourite ever headlines:

Inverness Caledonian Thistle (or ‘Caley’), a Scottish football team from the lower divisions (apologies to any Scottish readers), were playing Glasgow Celtic in the cup. This is the equivalent of, say, Northwich Victoria playing Manchester United.

Anyhow, in one of the biggest upsets in Scottish football, Inverness won, against a woeful Celtic, spawning the headline:

‘Super Caley Go Ballistic, Celtic Are Atrocious.’

I bet the journalist who came up with that one has been dining out on it ever since.

Do you know any better ones? If you do, let us know using the comments link below. We’ll be compiling the best ones for a future post.