Office-speak and clichés are so well established, it’s easy to play buzzword bingo in management meetings. It’s less difficult to spot in writing, but a very easy habit to fall into.

Clichés can be a useful shortcut to getting your point across or painting a picture, for example ‘it’s like talking to a brick wall’ or ‘he’s got ants in his pants’. But used in the wrong context, or too often, and they damage your credibility and dilute your message.

So instead of trotting out the same tired cliché, go back to basics and ask yourself what the cliché is actually trying to say:

• ‘think outside the box’ – some new ideas or creative thought
• ‘let’s touch base later by the end of play today’ – I’ll give you a call before 5pm today
• ‘can I give you a heads up on our new value-added proposition’ – we’d like to show you our great new idea

Another way of trying to cut your cliché count is to consider reading your words as if English wasn’t your first language. If they don’t make sense literally, then avoid them.

Remember, if your communication is specific and personal, rather than vague and generic, it will make your writing brighter, unique and more memorable.

• despite the fact that – despite
• designed (or aims) to provide – provides
• in spite of the fact that – although
• in all probability – probably
• on a monthly basis – monthly
• full and final – just full (or just final)
• first and foremost – first
• it would be safe to say that X is… – X is…
• in excess of – more than
• in respect of – for
• in the event of – if
• prior to – before
• with regard to – about
• in order to – to
• as and when – when
• each and every – each (or every)

There are now dozens of websites devoted to six-word stories (just try Googling it). One of the best 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.

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.

One common area of confusion is when seemingly the same word has two spelling variations – one with a ‘c’, and one with an ’s’. Words like practice and practise, or licence and license.

The simple answer is that you should use the ’s’ version if it’s a verb, or the ‘c’ version if it’s a noun.

So verb: the solicitor plans to practise law in the City.
And noun: He hopes to build up a strong commercial property practice.

Or verb: the magistrates refused to license any more bars on the high street.
And noun: So the bar owner did not receive his new licence.

One way to remember is to think of advise and advice. Because these two are pronounced differently (the former with a ‘z’ sound, the latter a soft ‘c’ like in ice), they’re not confused as often. But they do follow he same rule – the verb form uses an ’s’…to advise your colleague…while the noun takes a ‘c’…it was useful advice.

So, if you’re using the word as a verb, like to advise, to practise or to license, it’s spelt with an ’s’. If you’re using it as a noun, like my licence, a practice, or good advice, it’s a ‘c’.